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GENERAL  U6RAW  ,  - 


Digitized  by  the  Internet  Archive 

in  2013 


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http://archive.org/details/sponsor162739spon 


2    1962 

tlBC  GENERAL  UBRARY 


SPONSC  * 

rHE  WEEKLY  MAGAZINE   RADIO  TV   ADVERTISERS   USE 


2  JULY  1962— 40c  a  copy  /   $8  a  year 


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

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


■rfcfc"      M>  Mm 


>  is  your  market, 

ABC  RADIO  WEST 

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


i*i 


ABC    RADIO    PACIFIC 

INTERMOUNTAIN    NETWORK 

ARIZONA    NETWORK 


Want  to  see  a  dazzling  affirmation  of  Western  art  ? 


New  Wing   of   Buffalo's  Albright- Knox   Art  Gallery 


COME  TO  BUFFALO ! 

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. 

WBEN-TV 

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


CH. 

CBS  in  Buffalo 


' 


■R? 


K  A  MANA 
HOEUEU 

POE 
HOOLOHE 


WP£>7 


■h 


May  1.   IC">- 


=     CaskeV 
Mr.   WiU.a-c%resvdent 

»U  rilDtaSt"--vWan.a 
Philadelphia. 

Broadcasnng  ComP  po„er  ,  hav 

tribute  to  *•  "dl° 


nbute  w  — 

Ion*.    l°n8  time'  ^hich  ran  on  the 

..   Airlines  whicn  QOC 

Yo»  certainly  have  t~o  po 


to  selling 


SlncereW  yo"»-       £ 

flHlffltt* 

,.,    ,NN     MADOONHilD    N  J 


*THE  POWER  TO 
SPUR  LISTENERS 

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  — 


PHILADELPHIA 

Represented  nationally  by  Gill  Perna,  Inc. 


SPONSOR 


2  july  1962 


DAIRYLAND 
JUBILEE* 

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- 
sen). 

■^  ALSO:  New  audience  for  the 
STANDARD   NEWS   ROUNDUP 

;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. 


mm 


MADISON,  WISCONSIN 


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


LdU&2- 


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 

SPONSOR 

THE  WEEKLY   MAGAZINE  TV/RADIO  ADVERTISERS  USE 


ARTICLES 

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. 


SPONSOR 


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. 

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


A  GENERAL  TIRE  ENTERPRISE 


NEW  YORK    WOR-AM    FMTV 
DETROIT    CKLW-AM   FM  TV  BOSTON 

SAN  FRANCISCO  kfrc-am  fm 


KHJ-AM    FM    TV 


LOS  ANGELES 

/NAC-AM    FM    TV  MCMDUIC 

HE   YANKEE   NETWORK  lYltlVIrnlO    WHBQ-AM    TV 

WASHINGTON,  D.C.  wgms-am  fm 


SPONSOR 


2  jii.Y   1962 


Wftw, 


,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. 

WGAL-TV 

LANCASTER,  PA.  •  NBC  and  CBS 





WGBLTV 


STEINMAN   STATION 
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 


SPONSOR-WEEK 


PROTECTION  STANDOFF 

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 
furore. 

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 
separation. 

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 
following: 

"1)  Advise   the    advertiser   of   the 
fact. 

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


FAULK'S  $3.5  MIL 
LIBEL  VICTORY 

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- 
son. 

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:  DEMOGRAPHIC  DATA 
NEEDED-BUT  HOW? 

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) 


-1'ONSOR 


2  july  1962 


SP0NS0R-WEEK/2  July  1962 

r  ■    •        .  -  -^-,\     /,  v;.;- 

$5  MIL  DRISTAN 
ACCOUNT  TO  ESTY 

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

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- 
brough-Pond's.) 

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- 
ager. 

Bradley, 
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- 
cisco. 

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 


NBC,  ABC  BULLISH 

ON  COLOR  TV  FUTURE 

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 
York. 

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

(Continued  on  page  50.  col.  1) 


-. 


FTC  WIDENS  LOOK 
AT  ANALGESIC  ADS 

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 
field. 

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 

London: 

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. 


8 


-I-ONSOK 


_>  juitf   L962 


announa 


Responsible 

Hadeo 

in 

PROVIDENCE 


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 


RADIO  TV  BREEDING 
CHIEFS  OF  ALL  MEDIA 

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 
medium. 

Publication  plans  of  the  book  will 
be  announced  shortly. 


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


«f(t 


£■«.  & 


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

FORTHCOMING  NEW  TV  STATION  in  Syracuse,  N.Y., 
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. 


1 


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 
sought. 

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 
increased. 


.  u 


ft 


III 


More  SPONSOR-WEEK  continued  on  pagel 


Syracuse9 

number  one 

i title  pe ik/c ii  I  station 

far  the  past 
year . . . 


3" 


"THE  DRIVING  FORCE  IN  SYRACUSE 
WOLF  IIEVOMES  AN  U-R  UNI-PLAN  STATION 

by  proudly  announeiny  the 

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

as  exclusive  national  representatives 

effective  immediately. 


SPONSOR       •       2   JULY    1962 


11 


In  Chicago 


L2 


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 

WGN 

RADIO 


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 


WGN. 

the  most  respected  caU  letters  in  brondcosting 

I  WGN  IS  CHICAGO 

•       1 

13 


OF  FLORIDA'S  2nd 
LARGEST  MARKET 


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 
UNDUPLICATED  A.B.C. 

*TV  Magazine,  April  '62 


WSUNTV 

Tampa  -  St.   Petersburg 


Get  all  the  facts  from 
Natl.  Rap.  Venard  Rintoul 

&  McConnell 
S.  E    ReD.  James  S.  Avcs 


14 


by  John  E.  McMillin 


Commercial 
commentary 


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 


SPONSOR 


2  julv  1962 


JVhy  it  pays 

to  advertise  your  station 

in  a  broadcast  book 


BECAUSE   YOU    PINPOINT   THE  BUYER 


I 


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 
second. 

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 
good. 

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- 
ing. 

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 
ears. 


a  service  of 

SPONSOR 


SPONSOR 


2  july  1962 


15 


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 


16 


SI'ONSOK 


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. 


<§>(§)<§> 


WESTINGHOUSE  BROADCASTING  COMPANY,  INC. 

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.). 


SPONSOR 


2  jlly  1962 


17 


•  •  •  • 


KNOW 
THE 


.•••'  THEN,  '•••. 
YOU'LL      \ 
BUY 
TERRE  HAUTE  . 


• 




TERRE   HAUTE   LEADS... 

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

TERRE   HAUTE   LEADS... 

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


WTHI-TV 
TERRE  HAUTE 

53,600 


SOUTH  BEND 

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


EVANSVILLE 

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


FORT  WAYNE 

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


TERRE    HAUTE   LEADS... 

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


•Basis  March  1962  ARB 


"Except  Indianapolis 


Represented  by 


Edward  Petry  &  Co.,  Inc. 


WTHI-TV 

CHANNEL  10 • CBS -ABC 
TERRE   HAUTE,   INDIANA 


13 


SPONSOR       •      2   JILY    1962 


Interpretation  and  commentary 

on  most  significant  tv/ radio 

and  marketing  neus  of  the   week 


SPONSOR-SCOPE 


2  JULY    1962 

Copyright   1962 

SPONSOR 

UBLICATIONS  INC. 


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- 

EVENT  DATE 

1/1/62 

12/31/61 

1/28/62 

1/1/62 
11/23/61 
12/30/61 

1/14/62 

5/5/62 
12/2/61 
12/9/61 

1  1/62 


1. 

Rose  Bowl 

2. 

NFL  World  Championship 

3. 
1. 

Sun.  Sports  Spectacular 
Sugar  Bowl 

5. 
6. 

NFL  Championship 
East-West  Game 

7. 

Pro  Bowl  Football 

8. 
9. 

Kentucky  Derby 
NCCA  National  Football 

10. 

Fight  of  the  Week 

Sun.  Sports  Spectacular 

PONSOR      < 

»     2  july  1962 

NETWORK 

IVG.  W  DIEN<  E  '  i 

NBC  TV- 

31.0 

NBC  TV 

28.8 

CBS  T\ 

20.1 

NBC  TV 

19.8 

CBS  TV 

18.9 

XBC  TV 

18.1 

NBC  TV 

17,1 

CBS  TV 

16.8 

ABC  TV 

15.9 

ABC  T\ 

15.3 

CBS  TV 

15.3 

19 


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: 


service-informational 


20 


PROGRAM 

AVERAGE  AUDIENCE  % 

AVERAGE  HOMES 

The  Great  Challenge 

4.4 

2,156,000 

Vanishing  400 

13.2 

6,468,000 

Friendship  7 — John  Glenn 

(CBS  TV) 

13.5 

6,615,000 

Flight  of  Friendship  7  (NBC  TV) 

14.3 

7,007,000 

He  Is  Risen 

16.8 

8,232,000 

Breakthrough:  Heart 

9.8 

4,802,000 

Sixty  Hours  to  the  Moon 

8.4 

4,116,000 

April  Average 

11.5 

5,635,000 

March  Average 

11.1 

5,439,000 

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: 

PROGRAM  NETWORK 

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 


balanced 
balanced 


HOI  SEWTFE  APPEAL 

Younger 

Older 

Fairly 

Fairlv 

Older 

Older 

Older 

Older 

Older 

Older 


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 


21 


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 
ratecard. 

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. 


22 


SPONSOR 


2  july  1962 


RADIO  14 


OVER 


P,TI?BURGH 


'"8      a  d'0i', '""""-'«'  i„ 


ER 
40  YEARS 


/\g()  OWNED  AND  OPERATED  BY  AMERICAN  BROADCASTING-PARAMOUNT  THEATERS,  INC. 


robert  e. 
ytW  eastman  &  co.,  ^ 


k-^*a 


SPONSOR       •       2   JULY    1962 


23 


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 
mistake. 


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 

Detroit 


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- 
tion. 

Stanley  Hyle 

public  relations  department 

Armstrong  Cork 

Lancaster 


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 

job. 

Will  you  please  send  us,  and  bill 

us   for    12    regular    copies    and    two 

hard-cover  copies. 

Cecil  Woodland 
general  manager 
WEJL 
Scranton 

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 

WFBR 

Baltimore 

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, 

CONCH  \ 'IT  LATIONS  TO  YOl 
FOR  VOI  R   M till    \NNIYERS\RY 


RADIO  JOB  SPECIAL.  BOB  LAMBE.I 
JACK  PRINCE.  AND  I  ARE  TRE-I 
MENDOLSLV  IMPRESSED. 

Jim  Evans 

sales  promotion  mgr. I 

WTAR 

\  or  folk.  I  a. 

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

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

Geer   Parkinson 
vice  president 
WRYT 
Pittsburgh 


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 
sent. 

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 
presses. 

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 

\  ETRC 
Veil    )  ork 


21 


SPONSOH 


2  .n  i.v    1062 


COBRE 

DISTRIBUTORS 

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  TVMARKETis  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."** 


THESE 

Si. 


CHARLOTTE 
595,600 


MIAMI 
556,600 

ATLANTA 
562.600 

NEW  ORLEANS 
418.200 

LOUISVILLE 
409,900 


NORFOLK- 
PORTSMOUTH 
309  000 


WBTV 


"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 


20 


SPONSOR 


2  JUL?   L96 


SPONSOR 


2       JULY       1962 


PRODUCT  PROTECTION 
SENSE  OR  NONSENSE? 


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


SPONSOR 


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, 

27 


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 


2,", 


\\  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 
ance. 


•  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- 
ment." 

•  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 
peace. 

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 


of 


-|M)\S()K 


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  tin1 
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 


EDITORIAL 


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 
one. 

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) 

U.  S.    PRODUCERS   WIN    ABROAD 


^    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 


N 


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. 
origin. 

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 


30 


SPONSOR 


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 


SPONSOR 


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 


31 


PAIR  THE  STATION  AND  CITY 

\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), 

■ 

STATION  AND  CITY                                                           TRANSMITTER  SITE                          WRITE  IN  ANSWER  HERE 

WABC    New  York 

WHITESTOWN,  N.  Y. 

IVlstSw     San  Francisco 

HAYWARD,  CAL. 

WJRZ    Newark,  N.J. 

LYNDHURST,  N.  J. 

■V  1  N  1  "  1  V     Seattle-Tacoma 

VIEW  PARK,  WASH. 

WINS     New  York 

GRAND  ISLAND,  N.  Y. 

WljllNI     Chicago 

ITASCA,  ILL 

WTAR-TV    Norfolk 

CLACKAMAS,  ORE. 

WNBC    New  York 

NEW  SCOTLAND,  N.  Y. 

fV\3lU     San  Francisco 

MT.  PLEASANT,  S.  C. 

IVvllUl"  1  V    Cedar  Rapids,  Iowa 

WALKER,  IOWA 

WUSN-TV    Charleston,  S.  C. 

TUCKER,  GA. 

WIBX     (lira.  N.  Y. 

NEAR  NEWARK,  CAL 

WBEN    Buffalo,  N.  Y. 

HAMPTON  TOWNSHIP,  PA. 

IV II A IV     Sacramento 

NOVATO,  CAL. 

IVrMY     San  Francisco 

HERALD,  CAL. 

Ill/AU     Philadelphia 

LODI,  N.  J. 

WEBR    Buffalo,  N.  Y. 

PARMA,  OHIO 

ft  tX     Fort  hind,  Ore. 

GRAPEVINE,  TEX. 

YYlYI  1  ■  1  V     Cedar  Rapids,  Iowa 

MARION,  IOWA 

KDKA     Pittsburgh 

MEDFORD,  MASS. 

32 

SPONSOR       •       2    JULY    1965 

WITH  ITS  TRANSMITTER  SITE 


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. 


STATION  AND  CITY 

TRANSMITTER  SITE 

WRITE  IN  ANSWER   HERE 

IVAY£     Houston 

CEDAR  HILL,  TEX. 

WEEI     Boston 

TRENTON,  MICH. 

WbD       ttlanta 

KEARNEY,  N.  J. 

WJR      Detroit 

IV  YW      Cleveland 

DRIVER,  VA. 

HAMBURG,  N.  Y. 

WFAA     Dallas 

DEEPWATER,  TEX. 

W  JAR-TV     Providence 

REHOBOTH,  MASS. 

WCOP      Boston 

MO0REST0WN  TOWNSHIP,  PA. 

WBBM      Chicago 

ROSELLE,  ILL. 

KSD    St.  Louis 

GRANITE  CITY.  ILL. 

WROC-TV    Rochester,  N.  I 

CORINTH,  N.  Y. 

jWAST  (TV)    Albany,  N.  Y. 

BRIGHTON,  N.  Y. 

WTVT   (TV)    Tampa-St.  Petersburg 

ORANGE  CITY,  FLA. 

KTVI  (TV)  st.  Louis 

MIDDLEVILLE,  MICH. 

WDAU-TV    Scranton,Pa. 

PORT  WASHINGTON,  N.  Y. 

WOOD-TV     Grand  Rapids 

SAPPINGTON,  MO. 

W  tbn-  1  V     Daytona  Peach 

LIMONA,  FLA. 

WFLY(FM)    Troy,N.Y. 

RANSOM  TOWNSHIP,  PA. 

WFAA-TV    Dallas-Fort  Worth 

LEXINGTON,  MASS. 

WHN     New  York 

EAST  RUTHERFORD,  N.  J. 

SPONSOR       •       2    JULY    1962 


33 


HOW  'FLITE  FACTS'  TOOK  SHAPE 

^    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 
campaign. 

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 
weather. 

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 
unraveled. 

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 


34 


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 
cities. 

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 


SPONSOR 


2  .jri.v   1002 


1 


• 


I 


"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" 


SPONSOR 


2  july  1962 


35 


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 

WHY  BUYERS  BECOME  SELLERS 


^    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- 
spondents. 

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 


36 


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™ 


M'ONSIIH 


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 

tPONSOR. 

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- 
piest. 

\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- 
ing." 

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;  xal  \govino,  McCann- 
l.rickson  and  William  I  sty,  and  Lew 
•  rreist,  Hicks  \  <  rreist. 


SPONSOR 


2  jlly  1962 


37 


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- 

55 

sion. 

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 
markets. 

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 


38 


M'O.NSOR 


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) 


SPOKEN  WORDS— WORTH 
MORE  THAN  1,000  PHOTOS 


O 


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."  ^ 


SPONSOR 


2  july  1962 


39 


THE  RENAISSANCE  IN  RADIO 


^    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 
..in  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 
forum. 

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 
meaningful. 

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 
radio. 

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 
todayr  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 


Hi 


Sl'OVsOli 


2  JULY  1962 


k:~ 


I 


b*" 


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- 
ground." 

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) 


n 


WHY  PRIME  TIME  '20s'  ARE 


^    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 
hours. 

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  (30r<  of  all  housewives)  ; 
the  mid-evening  viewer,  and  the  light 
viewing  families." 

Second  is  speed  of  market  penetra- 


LIST  OF  20-SECOND  ADVERTISERS 


Avon 

Bell  Telephone 

Blue  Bonnet 

Breck 

Budweiser 

Burma-Shave 

Chanel  No.  5 

Chase  &  Sanborn 

Chef  Boy-Ar-Dee 

Chesterfield 

Chevrolet 

Coca  Cola 

Coldene 


Colgate 

Dreyfus 

Fleischmanns 

Gallo 

General  Mills 

Hostess 

Humble  Oil 

Jergens 

Kent 

Knorr  Soups 

Lipton 

Listerine 

Maybelline 


Nescafe 

Newport 

Palmolive 

Peter  Paul 

Phillies 

Rambler 

Richfield 

Schlitz 

SOS  Pads 

Swanson 

Wonder 

Wrigley 

Yuban 


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

! 


aiiiiiiiiiiiiiiiiiiiiiiiiiiiiiim 

l_>  sponsok     •     2  JULY  196: 


SUCH  AN  OUTSTANDING  TV  BUY 


[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 
families." 

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- 
ing. 

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 


!lllll!lli>lll!lllll!lllllll!llllllllll!lllllllll!lllllll!lllll!!ll!llll!llllllll!!llllllllllllllll!ll^ 


Comparing  '20s'  with  "Tonight"  Spots 


2  PRIME  SPOTS 

PER  WEEK 
(Scatter  Plans). 

4  'TONIGHT' 
SPOTS  PER  WK 

4- week  Gross  Rating 

156.5 

156.1 

4- week  Net  Rating 

74.5 

47.3 

Frequency 

2.1 

33 

4-WEEK  NET  AND  FREQUENCY 


PRIME  SPOTS 

74.5 


49  7 


24.9  V. 


TONIGHT' 

LIGHTEST  1 

exposed    3      47  3  wf§ 


MEDIUM     1/         31  6  SS&S 
EXPOSED     3 


15.8 

HEAVIEST  1 
EXPOSED     3 


Avg .  Frequency       2.1 


3.3 


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 


iiinmniiiiiiiiiiiiiii 


SPONSOR 


2  ji-ly    1%2 


43 


ill 


■■  .■'.iiiiira: 


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


Using  '20s'  with  network  schedules 


HOW  SPOT  CORRECTS  NETWORK  IMBALANCE 


4-WEEK 
NET  RATING 

FREQUENCY 
NETWORK           SPOT 

Heavy 

24.5 

;    8.6       2.9 

Medium 

24.5 

4.0 

3.6 

Light 

24.6 

1.4 

2.4 

Plus  Exclusive  Spot     18.4 


3.5 


4-WEEK  NET  &  FREQUENCY 


EXCLUSIVE 
SPOT 


LIGHTEST    1, 
EXPOSED    -3 


go  Q  : " 

3.5     x  j 
73.6 


49.0 


MEDIUM      1, 
EXP06ED     3 


24.5 


HEAVIEST    1/ 
EXPOSED      3 


Network 


Spot 

20  SECONDS 


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 


!|iiiiii;!!iiiiiiiii:iiii!iiiiii:iiii!iiii!i!iiiiy 


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 
one. 

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

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

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 


I 


II 


SPONSOR 


2  july  1962 


Media  i>roi>le: 

what  they  are  doing 

and  sd)  ing 


TIMEBUYER'S 
CORNER 


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 


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{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.  ^ 


46 


Sl'ONSOli 


2  JULY  1962 


PRODUCT   PROTECTION 

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 
another. 

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 
spots." 

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 


SPONSOR 


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 
o&os. 

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- 


47 


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- 
take." 

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- 
sonal: 

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. 


48 


"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 
heightened. 

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 
moans. 

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 
impossible." 

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."  ^ 


WORLD  COMMERCIALS 

\  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, 
Ltd. 

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


SPONSOU 


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- 
Bann-Erickson. 

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. | 

l.es  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-).  ^ 


FLITE  FACTS' 

(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- 
try. 

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 

L963. 

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."     ^ 

BUYERS  TO  SELLERS 

(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 
buying." 

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.  ^^ 


SPONSOR 


2    JULY    1%2 


PRIME  TIME  <20s' 

{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 

plans." 

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 .  ^ 


SPONSOR 

WfFFK  WBAP-UI 


Advertisers 


(Continued  from  Sponsor  Week) 

mit  in  color  shows  fed  by  ABC  TV  in 
color. 

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 
Tonight. 


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 


.'.(I 


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. 


SPONSOR 


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

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. 

PEOPLE  ON  THE  MOVE:    Abe  B.  Im- 


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. 


Agencies 


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 
Network. 

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 


^SPONSOR 


2  jul*  1962 


.1 


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- 
ald-Sample. 

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,- 
000. 

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. 

PEOPLE  ON  THE  MOVE:    Richard  T. 

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 
Kudner. 

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 
term. 

PEOPLE  ON  THE  MOVE:  Charles  A. 
McFadden  to  account  executive  with 
the  local  sales  staff  of  WJW-TV, 
Cleveland  .  .  .  Don  Thompson  to  sales 


development  director  at  KOLO-TV, 
Reno. 

Associations 

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- 
tion. 

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- 
versity. 

PEOPLE  ON  THE  MOVE:  Joseph  P. 
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. 

Radio  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- 
tTons  feed  each  other  news  of  inter- 


52 


SPONSOR 


2  juu    1962 


est  to  Negro-market  listeners. 

The  NNNN  was  formed  a  month 
ago. 

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- 
land. 

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

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 
July. 

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 
set. 

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

•  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. 

PEOPLE   ON   THE   MOVE:    Clarence 


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. 

Networks 

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 


53 


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- 
up. 

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

PEOPLE  ON  THE  MOVE:  Paul 
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 
ABC. 

Representatives 


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- 
fice. 

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 
operation. 

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! 

PEOPLE  ON  THE  MOVE:  William  W. 
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. 


Film 


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 
markets. 

PEOPLE  ON  THE  MOVE:  Williar 
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 


".I 


SPONSOR      •      2   JULY    1962 


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


+>     WASHINGTON  WEEK 


2  JULY   1962 

C*yrl|ht  IM2 
SPONSOR 
>UBLICATIONS  INC. 


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 


55 


SPOT-SCOPE 


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


2  JULY  1962 

Copyright  1967 

SPONSOR 

PUBLICATIONS  INC. 


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 
Angeles. 

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. 

SPOT  TV  BUYS 

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


SPONSOR 


2  .tult  1962 


4 


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 
Goldstein. 

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. 

SPOT  RADIO  BUYS 

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 


SPONSOR  HEARS 


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  showrmanship:  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. 


58 


SPONSOR       •      2   JULY    1962 


WRAP-UP 

[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 
country." 
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- 
tions. 

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." 


Equipment 


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 
possible. 


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. 

PEOPLE  ON  THE  MOVE:  James  J. 
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- 
tems. 

'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. 

RADIO  •  TV  •  NEWSPAPER  BROKERS 
NEGOTIATIONS  •  FINANCING  •  APPRAISALS 


WASHINGTON,  D.  C.     CHICAGO 


lames  W.   Blackburn         H     w    Cassill 


ATLANTA 


BEVERLY  HILLS 


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 


SPONSOR 


2  july  1962 


59 


iiiiiiiiiiiiiiiiiiiiiiiiiiiii!IIIIIiiiiiiiiiiiiiiiiiiiii!Iiiii; 


WHAT  ARE 
YOUR 

PHOTO 

REQUIREMENTS? 


"HADIBUl  KNOWN" 


w. 


hen  we  show  a  prospective  client 
just  a  few  samples  of  our  publicity 
photography,  he  more-than-likely  ex- 
claims, "Hadibutknown!"  This  puzzles 
us  for  a  moment  but  then  he  con- 
tinues, nodding  with  approval.  "Such 
fine  photos,"  he  says,  "such  fair  rates 
('did  you  say  only  $22.50  for  3  pic- 
tures, $6  each  after  that?') — and  such 
wonderful  service  ('one-hour  delivery, 
you  say?') — why,  had  I  but  known 
about  you  I  would  have  called  you 
long  ago."  Well,  next  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 


BAKALAR-COSMO 
PHOTOGRAPHERS 

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


(.(I 


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.  ^ 


SPONSOR 


2  JULY    1062 


THE  RENAISSANCE   IN   RADIO 

[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 

0  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  80rr  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-.    vo   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- 
tive." 

\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 
consistent. 

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- 


PON SOU 


2  July  1962 


61 


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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. 


SPONSOR 


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 
discount. 

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.  ^ 


63 


b 


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. 


TRANSMITTER  SITES 

[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.  % 


64 


SPONSOR 


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. 


biggest 


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. 


SPONSOR 


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.  ^ 


SPONSOR 


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 


uu 


lO-SECOND  SPOTS 

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." 


-I'liNsilK 


2   .11  l.V    1062 


JUST  ACROSS  CONSTITUTION   PLAZA! 

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


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


WTIC  TV  3/AM/FM 


Hartford,  Connecticut 

WTIC-TV     IS     REPRESENTED     BV     HARRINGTON,     RIGHTER    4    PARSONS.    INCORPORATED 

WTIC     A  M  -  F  M     IS     REPRESENTED     BY     THE     HENRY     I.     CHRISTAL     COMPANY 


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." 

CHICACO  AMERICAN— Janet  Kern: 

"No  previous  program  has  come  close  to  KEN( 
MURRAY'S  HOLLYWOOD  MY  HOME 
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!" 

DETROIT  FREE  PRESS— 

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

LOS  ANGELES  TIMES— Cecil  Smith: 

"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?" 

VARIETY— DaKu: 

"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." 

HOLLYWOOD  REPORTER— Hank  Grant: 

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

BOSTON  ADVERTISER— Anthony 

LaCamera: 
"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  " 


-    "HOLLYWOOD 
WITHOUT  MAKE-H 


b^bh 


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


*ec. 


JUl 


£ivF. 


HE  WEEKLY   MAGAZINE   RADIO  TV   ADVERTISERS   USE 


9  JULY  1962— 40c  a  copy  /  $8  a  year 


NEW  TV  BOOM  — 
Local  public  service 
gets  heavy  support 
from  more  national 
advertisers  p  25 

FM  GROWS  TALL— 
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. 


Albuquerque 

Atlanta 

Buffalo 

Chicago 

Cleveland 

Dallas-Ft.  Worth 

Duluth-Superior 

Houston 

Kansas  City 

Little  Rock 

Los  Angeles 

Miami 

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 


Representaiite 


)RK      •      CHICAGO 


ATLANTA 


BOSTON 


DALLAS 


DETROIT 


LOS    ANGELES 


SAN    FRANCISCO       •       ST.    LOUIS 


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. 


WGN  IS  CHICAGO 

-the  most  respet  ted  call  letters  in  broadcasting 


hi- 

: 


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 


SEVEN  ARTS 

ASSOCIATED 

CORP. 


A  SUBSIDIARY  OF  SEVEN  ARTS   PRODUCTIONS,  LTD 
NEW  YORK:  270  Park  Avenue  YUkon  6  1717 

CHICAGO:  8922  D  N  La  Crosse,  Skokie.  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 


SELLING  THE 
UPPER  MIDWEST? 


DON'T  FALL 
73,496  SQUARE 
MILES  SHORT 
OF  GETTING  IT! 


Your  product  sales  fall  short 
of  their  rightful  goals  without 
KELO-LAND  -  the  Sioux 
Falls-103  County  market  that 
sprawls  between  the  Minne- 
apolis and  Omaha  markets,  be- 
yond television  reach  of  either 
of  them.  But  you  can  fill  in  this 
vital  73,496-square  mile  trading 
area  -  the  KELO-LAND  Com- 
mon Market  —  with  a  single- 
station  origination  of  your  sales 
message.  Your  commercial  on 
KELO-tv  Sioux  Falls  flows 
automatically,  instantaneously 
through  interconnected  KDLO- 
tv  and  KPLO-tv  to  cover  it  all. 
Only  KELO-LAND  TV  gives 
you  this  full  product  exposure 
throughout  this  great  salesland. 

Your  commercial  on  KELO-LAND  TV 
reaches  20%  more  homes  than 
Omaha's  highest  rated  station, 
12.8%  more  than  Denver's,  65.6% 
more  than  Des  Moines'.  —  ARB 
Market  Report,  Av.  Quarter-Hour 
Homes  Reached  9  a.m.  to  Midnight, 
7  Days  a  Week  -  March  1962. 

CBS  •  ABC 

kelQland 

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

JOE    FLOYD,  Pros.  •  Evans   Nord,    Executive  Vice 
Prcs.  &  Ccn.   Mgr.   •    Larry  Bcntson,  Vice-Prcs. 

Represented  nationally    by  H-R 
In  Minneapolis  by  Wayne  Evans 


figEEB 

Midconlinent 
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 

SPONSO 

THE  WEEKLY   MAGAZINE    TV     RADIO   ADVERTISERS   USE 


ARTICLES 

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 


1 


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. 


8KBHB9B1^H 


0  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. 


SI'CiNSOH 


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. 


tPONSOR 


9  july  1962 


KANSA 


OF 
THE 


THE  OB    SERVCE 


FOR 
THE 


NATION! 


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. 


KTVH 


THE  WICHITA  HUTCHINSON  STATION 


BLAIR     TELEVISION    ASSOCIATES 
Afatioital  R«prtftncalivei 


KANSAS 


SPONSOR      •      (»   JULY    1962 


9  July  1962 


II 

SPONSOR-WEEK 


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


4  A's  15-MINUTE  STANCE 

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- 
tee. 

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- 
ive. 

•  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- 
mercials. 

•  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) 


SPOT  RADIO  CLIMBS 

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,- 
1.15,000. 

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. 


CBS  HIT  BY  THIRD 
GOVERNMENT  SUIT 

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 
polisher. 

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 
country. 


APRIL  NET  TV  UP 
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 
months. 


$2.5   MIL.  FOR  1962-63 
BOOKED  BY  NBC-TV 

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. 


SPONSOR 


')    .11  l.Y     1«)()2 


SP0NS0R-WEEK/9  July  1962 


CBS  TV  TO  DROP 
WGAL  AFFILIATE 

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) 

CBS's  SUITS 

(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. 


8 


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 
time. 


MINOW  ASKS  SET  MAKERS 
FOR  IDEAS  ON  UHF  LAW 

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. 


FOOD  UP  IN  NET, 
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 
goods. 


M'HNS.IK 


«)  j i  \.\   1%: 


%M^- 


"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   .    .    . 

PAUL  E.  DIXON 

'/'<///;/»/  (  i/\      \tli>iii,\ 


"\  wish  tn  express  m\  appreciation  and 
commend  you  and  \<>ur  staff  for  the 
fine  editorials   .   .   ." 

RUSSELL  M.  0.  JACOBSEN 
Planning  and  Zoning  Director 
Pinellas  Count \ 


""It    \n\    clearlj    -tales    the    fail-    and    i- 
certainl)  in  the  interest  of  the  taxpayers." 

ELLSWORTH  G.  SIMMONS 
Chairman  Hillsborough  County 
Board  of  Commissioners 


* Editorializing  dotty  since  October  .!<>.  1958, 

In     stimulate     thoughtful     community     action. 


o 


THE  STAT/O N  ON  THE  MOVE! 
IN  THE  MARKET  ON  THE  MOVE! 


SP0NS0R-WEEK/9  July  1962 


NEW  CBS  TV  DAYTIME 
DISCOUNT  STRUCTURE 

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, 
18.75%. 

(For  new  discount  structure  see 
chart  below.) 


■ 


;::  urn    ,i  ;iiiiii;iiiiiiiniii 


NEW  CBS  TV  DAYTIME  QTR.  HOUR  DISCOUNT 


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 


GOLDBERG  TO  NAB  AS 
RESEARCH  DIRECTOR 

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 
told    SPONSOR-WEEK. 

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 
newscast. 

He  has  been  director  of  research 
for  WBC  since  1956. 


10 


a     0  .i;  m    i«;o2 


FOR  EXTRA  COPIES  OF 
THE  40-YEAR  ALBUM 

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

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


50  KW 
NEW  YORK 


LOS  ANGELES     PHILADELPHIA  DETROIT 


DETROIT 


MILWAUK 


Each  a  slugger  in  its  market! ...  Different 
more  sales   for  your  advertising  dollar;! 


NEW  YORK 

WHN 

LOS  ANGELES 

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WIBG 

DETROIT 
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12 

SPONSOR       •       0 

Jl 

ly  1962  1 

UTTERS ! 


..  Individual! .  .  .The  one  objective  . .  . 
tyortant    Stations    in   Important   Markets 


SPONSOR      •      9   JULY    1962 


13 


PORTLAND 
OREGON... 

IT'S 
EYE-CATCHING 

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) 


14 


SPONSOR 


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. 

Produced  hv  S\KR  \  for  AUTOLITE  MOTOKCK  VFT  DIVISION  OF  THE  FORD 
MOTOR  COMPANY  through  BATTEN,  BAR  ION,  Dl  KSTINE  &  OSBORN,  INC. 


^WH^rr- 


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 

watering. 

Produced  by  SARRA  for  the  AMERICAN   DAIR1     ISSN,   through  CAMPBELL- 

Ml  llll  N.  INC. 


^WKFtrr 


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. 

Produced  by  SARRA  for  THE  AMERICAN  TOBACCO  CO.  through  LAW  RENCE 
C.  GUMBINNER  ADVERTISING  AGENCY,  INC. 


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." 

Produced  by  SARRA  for  POST  DIVISION,  GENER  \L  FOODS  CORPORATION 
through  BENTON  &  BOWLES,  INC. 


glffifrS ~ 


New  York:  200  Kasl  jftlh  Street  Chicago:  lft  Kasl  Ontario  Street 


New  York:  200  East  56th  Street 


^tfrtpr-r 


Chieago:  16  East  Ontario  Street 


1P0NS0R 


9  JULY  1962 


15 


Responsibility  in  Broadcasting 

THE  CORINTHIAN  STATIONS 


16 


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 

rv 

enfo 


KXTV         @S  WANE-TV 

^^  fori  Woyne 

WISH-TV 

fndionopo'is 


Represented  by  H-R 


555/5 


/cth 


The  till  that  tells  the  talc 


'TIS  THE  TILL 
THAT  TELLS  THE  TALE 

OF  ADVERTISING  EFFECTIVENESS 


M»Lr  '»•  M    ■ 

>oof  .rfftat  in  Nt*  ^  n  wScft  are 

job,  you  t-'.,  ■■■luti  here  in  rcntrtl 

loin. 

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" 


rrpfneniaiit 

KaV  fchnui   : 


retcvuMOC* 


KRNT-TV 

DES  MOINES 

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. 
Inc. 

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 
tale." 

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 
W1L 

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 


17 


COBRE 

DISTRIBUTORS 

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 


SPONSOR-SCOPE 


9  JULY   1962 

Copyright  1902 

SPONSOR 

PUBLICATIONS   INC. 


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 
change. 

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. 


PONSOR 


9  .tuly  1962 


19 


I 


SPONSOR-SCOPE  continue 


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: 

SINGLE  ALTERNATE  WEEK 

6  (19%)  7  (22%) 

6(17%)  19(53%) 

6(21%)'  9(32%) 

18  (19%)  35  (36%) 

SINGLE  ALTERNATE  WEEK 

3i/2  (14%)  5  (20%) 

3y2  (14%)  12V2  (50%) 

4>y2  (18%)  6Y2  (26%) 

1114(15%)  24(32%) 


NETWORK 

ABC  TV 
CBS  TV 
NBC  TV 
Total  Programs 

NETWORK 

ABC  TV 
CBS  TV 
NBC  TV 
Total  Hours 


PARTICIPATIONS 

TOTAL  PROGRAMS 

19  (59%) 

32 

11  (30%) 

36 

13  (47%  1 

28 

43  (45%) 

96 

PARTICIPATIONS 

TOTAL  HOURS 

16V2  (66%) 

25 

9(36%) 

25 

14(56%) 

25 

39K>  (53%) 

75 

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: 

TIME  EVENT  TOTAL  PACKAGE 

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. 


20 


SPONSOR 


9   JULY 


1962 


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 
NBC  TV. 

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: 

ABC  TV 


EVENT 

SPONSORS 

%  SOLD 

TOTAL  PACKAGE 

American  League 

Gillette,  Lorillard,  Lincoln-M,  DX  Sun 

Ray 

85% 

$6,000,000 

\F1.  Postgames 

Simoni2,  Bristol-Myers,  Gen.  Mills 

85% 

1,500,000 

AU-Star 

R.  J.  Reynolds,  Gillette,  Carling 

100% 

375,000 

Orange  Bowl 

Buick,  UMS  (GM),  R.  J.  Reynolds 

100% 

250,000 

Total 

CBS  TV 

$8,125,000 

National  League 

Ford,  P.  Morris,  regional  beers,  oils 

100% 

$10,800,000 

Pro  Kickoff 

Ford,  P.  Morris 

100% 

350,000 

NCAA  Games 

Ford.  Gen.  Cigar,  Humble 

75% 

8,000,000 

Pre  Games 

Carter,  Vitalis 

66% 

500,000 

Post  Games 

Rise,  Vitalis 

66% 

400,000 

Cotton  Bowl 

American  Motors 

25% 

350,000 

Gator  Bowl 

American  Motors 

25% 

250,000 

Blue  Bonnet  Bowl 

Open 

0% 

250,000 

Total 

NBC  TV 

S20.900.000 

Rose  Bowl 

Gillette,  Chrysler 

100% 

-700,000 

Sugar  Bowl 

Am.  Home  Prod.,  Colgate,  Wynn,  GM, 

B&W 

100% 

700,000 

Pro  Cham'ships 

\m.  Home  Prod.,  Ford,  P.  Morris,  regionals 

100% 

850,000 

East-West 

Colgate,  R.  J.  Reynolds,  Savings-Loan  Found. 

100% 

250,000 

Pro  Bowl 

L&M,  General  Motors 

75% 

250,000 

Blue-Gray  Bowl 

Gillette,  Chrysler 

100% 

250,000 

Liberty  Bowl 

None 

0% 

250,000 

Pro  Highlights 

Chesebrough.  Mennen 

66% 

600,000 

Total 

S  3,850,000 

Grand  Total 

S32.875.000 

PONSOR 


9  july  1962 


21 


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 
isolation. 

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 
sample. 

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! 


f 
I 

J 


I 


I 


l 


SPARKLE!  SPARKLE!  SPARKLING  BEAUTY:  A  Procter  & 
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 
EASTMAN  KODAK  COMPANY,  Rochester  4,  N.  Y. 

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. 


Ck^uoa^edookd'L.. 


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for  both  black-and-white  or  color,  provides  out- 
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24 


ONSOR 


\     \'H 


#>   SPONSOR 
~~ 9      JULY      T9  6  2 


J'UTHWESTERN  Savings  Association   paid   bill   for  this   public   service    program,    Emergency   Ward,    on   Corinthian   station    KHOU-TV,    Houston 


IEW  TV  BOOM 


PUBLIC  SERVICE  THAT'S 
LOCAL  AND  SPONSORED 


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 
0   were   getting  excellent    -ale-    results   \s  itli   this 

insor     •     9  .ii  iv   1962 


Here's  a  special,  fact- packed 
report  on  why  many  naAional 
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. 
$9,000. 

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- 
ness. 

Both  Ulrud  and  Thomas  are  cer- 
tain thai  advertisers  who  identify 
with  and  sponsor  local  special  events 
and   public  affairs   programs  cam  a 


26 


SPONSOR 


0  .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- 
cials. 

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> 


SPONSOR 


9  JULY  1962 


27 


CARSON'S 

^  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 


I 


SPONSOR 


"it  i.y  106: 


- 


h 

hi 


CREDO  FOR  COMMERCIAL  COPY 


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- 
stance-. 

\\  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- 
gram. 

\\  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 


ADVERTISER 

AGENCY 

Adam  Hats 

Mogul,  II  illiams  &  Sayloi      S.Y. 

American  Cyanamid  (Formica) 

I'rm   Brown     Cincinnati 

'Armstrong  Cork 

BBDO—N.Y. 

Baldwin  Piano 

Hill.  Rogers,   Mason  &  Scott     Chicago 

Block  Drug 

SSC&B—N.Y. 

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. 

Masonite 

/{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 

**Pharmaco 

\     W.  Ayer— Philadelphia 

*Philco 

BBDO—N.Y. 

Sheaffer  Pen 

BBDO—N.Y. 

Sunbeam 

Footc.   (.one  <\.'   lit  tiling     Chicago 

Technical  Tape 

Product  Services      V.Y. 

Trylon  Products 


Lilienfeld  &  Co.     Chi 


*Tubular  Textile  Machinery 
Wembley 


Vogul.  II  illiams  &  Saylor     \ .)  . 
II  alker  Saussj      \  ms 


■Start  date   I: 


6  SPONSOR 


9  jli.y  1962 


29 


HERE'S  HOW  IWETRECAL  DID  IT 


^    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 


.',11 


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 
scripts. 

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  iin-.it  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 


31 


AT  LAST— ADMEN  TALK  REAL  FM 


^    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- 
tractive. 

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 


AIRLINES,  AIRCRAFT 


'Air  France 


BOAC 


Boeing  Aircraft 


*  British  Overseas 


Capitol 


Delta 


'Irish  Airlines 


'Japan 


*KLM 


'Lufthansa  Airlines 


'Norfhivest  Orient 


Pan  American 


'  Sabena 


Scandinavian 


TWA 


United 


APPLIANCES 


Frigidaire 


General  Electric 


AUTOMOTIVE 


Cadillac 


'Chrysler  I  Imperial) 


Ford 


Goodyear 


Pontiac 


Old.smohile 


Volkswagen 


Rambler 


BEVERAGES 


Hal  Ian  tine 


tin  account*, 


Budweiser 


Car  ling 


Cinzano 


Cresta  Blanca 


*Duff  Gordon  Sherry 


BOOKS  &  MAGAZINES 


lTi 


ime 


'Book  of  Knowledge 


*  Book-of-the-Month  Club 


Encyclopaedia  Britannica 
Harper s 
*  Holiday 
McCall's 


'Reader's  Digest 


Sports  Illustrated 


CIGARETTES 


Benson  &  Hedges 


*Broun  &  l\  illiamson 


DRUG  STORES 


Rexall 


FOOD  AND  DRINK 


'Best  Foods  mayonnaise 


Betty  Crocker 


'Arnold  Bakeries 


Canada  Dry 


Coca-Cola 


Conte  Luna 


*  Danish  Blue  Cheese 


General  Baking 


32 


SPONSOR 


9  jlly  1962 


DOLLARS,  NOT  JUST  BLUE  SKY 


medium    its   most    important    tools    t<> 

late: 

•    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 


Pepsi-Cola 


Ry-Krisp 


Schweppes  Tonic 


Seren-l  j> 


FOOD  STORES 


A  &  P 


Imerican  Stores 


Food  Fair 


Perm  Fruit 


Safeway 


3AS0LINE  &  OIL 


ESSO 


Gulf 


Sinclair 


Texaco 


HI-FI,  MUSIC,  RADIO 


Capitol  Records 


Columbia  Records 


Fid  el  it  one 


General  Electric 


*  Heath  Kits 


London  Records 


'Magnavox 


Motorola 


RCA  Victor 


'  Stein  nay 


Strom  bertc-Carlson 


Zenith 


HOTELS 


Hilton 


Sheraton 


MOVIES 


//  tuner  Bros. 


PERFUMES 


"Chanel 


RAILROADS 


Southern  Pacifil 


'i  nion  Pacific 


Pennsylvania  Railroad 


STEAMSHIP  LINES 


*lf  .  R.  Grace  Lines 


Italian   Lines 
U.  S.  Lin 


es 


Matson  Steamship  Lines 


WATCHES 


*  Hamilton 


MISCELLANEOUS 


Alcoa 


*  American  Medical  Assn. 


Hell  Telephone  Co. 


Berlitz  School  of  Languages 


Diner's  Cluh 


Eagle  pencils 


French   Tourist  Bureau 


Pels 


*Jokn  Hancock  Life  Insurance 


John  If  ard  shoes 


* Light-O-Lier  fixtures 


yThorens  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 
•60s." 


PONSOB 


9  july  1962 


33 


\\  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 
profit. 

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 
participated. 

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- 


mmmmmmmmm 

Here  are  some  newly  released  characteristics  of  fm  families 


J.   AUTOMOTIVE  DATA: 

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. 

2.  HOUSEHOLD  APPLIANCES: 

Fm  families  own,  on  the  average,  30%  more  major 
household  appliances  (air  conditioners,  clothes  dryers, 
dishwashers,  automatic  washing  machines). 

3.  II  Ol  SI HOI  It  ETEHS: 

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. 


4.  HEAD  OF  HOUSEHOLD: 

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. 

5.  FAMILY  CHARACTERISTICS: 

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. 


34 


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) 


WHAT  CAN  YOU  DO  FOR  ME  FOR  $10? 


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 


for 


"Wi„, 

$10?" 

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 
seriously. 

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 
WSI.S. 

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.':  ^ 


SPONSOR 


9  jlly  1962 


35 


PICK-UP  for  Illinois  Bell-sponsored  high  school  basketball  tournament  this  year  was  handled  by  WBKB   (TV),  Chicago,  and  -fed  to   II  other  stations 

BASKETBALL  BUILDS  AN  IMAGE 


^    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 


36 


SPONSOR 


')  .)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 
campus. 

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 


SPONSOR 


9  july  1962 


37 


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- 
duction. 

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- 
mercials. 

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) 


TvAR  GOES  A-TILTING 

^    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- 
sion."" 

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. 


'.;; 


SPONSOR       • 


9   JULY    1(Xi2 


IN  NET  TV'S  DAYTIME  LISTS 


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 


nl 


aw  a\    Irom  the  mai 


th 


rkets 


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) 


CHARLOTTE 


19 


15 


Audience  Variation 

Make  Room  For  Daddy 

vs. 

Loretta  Young 


TOTAL  AUDIENCE 

3,333 

3,321 

LT 

NEW  YORK 

311 

323 

4% 

LOS  ANGELES 

54 

130 

58% 

CHICAGO 

141 

149 

5% 

PHILADELPHIA 

142 

145 

2% 

BOSTON 

170 

117 

+  45% 

DETROIT 

69 

39 

+  77% 

SAN  FRANCISCO 

40 

61 

34% 

CLEVELAND 

119 

76 

+  57% 

PITTSBURGH 

64 

37 

+  73% 

WASHINGTON 

34 

36 

6% 

ST.  LOUIS 

47 

50 

6% 

DALLAS-FT.  WORTH 

21 

35 

-  40% 

MINNEAPOLIS-ST.  PAUL 

29 

21 

+  38% 

CINCINNATI 

44 

40 

+  10% 

BALTIMORE 

46 

23 

+100% 

HARTFORD-N.  HAVEN-N.  BRITAIN 

14 

10 

+  40% 

PROVIDENCE 

30 

24 

+  25% 

INDIANAPOLIS 

56 

46 

+  22% 

MILWAUKEE 

50 

42 

+  19% 

•    27% 


us   I..  - 

'ii  IB  •  mber   1961.     (Computed  from   individual   market -by- market   audience    data   in   AKB'a  Television  Maikct  Summary.) 


SPONSOR 


9  JULY  1962 


39 


Exclusive:  TvAR's  'daytime  tilt'  chart 


ALL  TV  FAMILIES  B53 

Edge  of  Nieht 
Young  Dr.  Malone 
Sei  rel  Storm 
A*  The  World  Turns 
Brighter  Day 

House  Party 

Password 

Plaj  Your  Hum  li 

Truth  Or  Consequem  i*s 

Da)  In  Court 

Loretta  Young 
Saj  When 
Concentration 
Here's  Hollywood 
Jan  Murray 

Millionaire 

Priee  Is  Right 
\  erdii  t  Is  Yours 
Calendar 
Love  of  Life 

Make  Hoom  for  Dadd\ 
Camouflage 
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 

5% 

4 

0% 

l 

S% 

S 

0% 

_ _ 

■  36 
ib  36 

40 
40 

■  12 

I  12 

■  42 

45 
45 

45 

"■ 

50 

50 

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 
affiliates." 

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- 
tiveness." 

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 
pressure!" 

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 
Shoes. 

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) 


K> 


SPONSOH 


')  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 


SPONSOR 


9  jily  1962 


41 


THE  HEARTBEAT  HEARD  ROUND  THE  WORLD 


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- 
ket-. 

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) 


12 


SPONSOR 


9  JULY    1962 


Media  people: 

what  they  are  doing 

and  saying 


TIMEBUYER'S 
CORNER 


I 


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 
Studehaker. 


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? 

Sincerely, 


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 


43 


AGAIN 
and  AGAIN 
and  AGAIN 


is  FIRST  IN  TULSA 

and  the  21  County  Advertiser  Area 


Now  in  the 

6th  YEAR  of 

CONSECUTIVE  1ST  PLACE  RATINGS 


QUALITY  •  COMMUNITY  SERVICE 

S^\     Represented    nationally 
\^7    by  Adam  Young,  Inc. 

Another  Station  of 

KAKC  — Tulsa 

"13    X»    G         KBEA-KBEY/FM 

Kansas  City 

KXYZ-KXYZ/FM 

Houston 
One  of  America  s 

Fastest  Growing  Radio  Groups 


PUBLIC    RADIO    CORPORATION 


VERY 

IMPORTANT 

PEOPLE 

■    ■    ■ 

are  always 

24 

*>    > 

found  in 

Timebuyers 

^    j 

of  the  U.S. 

seH? 

(Don't  be  fooled 

N— .   -7- 

by    the    handy, 

<^J  <    J 

pocket-sized 

r—  >J^ 

r*  w 

format.    This 

%sO 

directory    is 

packed   with    a 
complete  list- 

Skii 

ing  of  timebuy- 

^t s*> 

ers    and    their 

£x 

accounts,  in  21 

cities   which    represen 

t   95%   of   all 

radio/tv  spot  busines 

s.) 

$1.5( 

) 

spor 

4SOR 

SERV 

ICES 

555  Fifth  A\ 

/enue,  N. ' 

r.  17 

TIMEBUYER'S 
CORNER 


(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  Lelch.uk,  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 
Giorelli. 

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.  ^ 


IT 


SPONSOR 


9  jn.v    l')()2 


RADIO  RESULTS 


Capsule  case  histories  of  successful 
local  and  regional  radio  campaigns 


HOTELS 

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 


DEPARTMENT  STORE 

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 


LAUNDRY  AND  DRY  CLEANER 

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 

FLOORING 

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 


SPONSOR 


9  JULY  1962 


PUBLIC  SERVICE 

(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 
Jergens. 

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- 
grams. 

Robert  Weisberg.  \ice  president  of 


the  Key  to  the 
SOUTHS  FASTEST  GROWlNGrill 


FOOD  SALES  '243,581,000 


CROSS 

GENERAL  MERCHANDISE  SALES    "A" 

'177,033,000    ?oJtHh 


AUTOMOTIVE  SALES  ^203,955,000! 


£&(gigg®sa 


WJTV 12  katz»WLBT      3hollingbery 


In 


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.  ^ 


PROVED   IN   342,000  THEATRE  ENGAGEMENTS 

The  Bowery  Boys 

AND  NOW,  THEY'RE  BRAND  NEW  FOR  TV. 


ALLIED  ARTISTS  TELEVISION  CORP.,  165  WEST  46th  ST.,  N.  Y.  C.  46,  N.  Y.,  PLAZA  7-8530 


SPONSOR      •      9   JULY    1962 


17 


CARSON'S  CREDO 

[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 
message. 


"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 
talking." 

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. ^ 


METRECAL 

(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 


•I.". 


-ru\s(i|{ 


9    ii  w    1062 


which  was  verj   Berioua  indeed:  We 

wanted  no  accolade  for  "an  artistic 
triumph  but  a  failure  at  the  l><>\ 
nllice." 

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 
audience. 

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 
be. 

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 

-.lie. 

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.  ^ 


FM   PROGRESS 

[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 


WLDM 

DELIVERS 


lllllllllllllllllllllllllllltlllllllllllllllilililllllllllllllllllllllllllllU 

80%  of  Detroit's  FM  Audience 


lll!lll!l!l!lll!lll!ll!lllllll!ll!lllllfllll!U^ II Elllllill Illllllllllllll ' 


Full  Range  FM  Stereo 

IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIM 

165,000  Watts 
Established  14  Years 


SPONSOR 


«)  .it  i.y  1962 


19 


Jf//r//tv 


New   York's 

pace-making 

independent   FM 

station   appealing 

to  the 

discriminating 

tastes  of  modern 

young  adults. 

Established 

953 


WltHI 


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 
band." 

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 
months. 

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.  ^ 


ILLINOIS  BELL 

{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 
tournament. 


,D 


sl'ONsOK 


<>  .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."  ^ 


'TILT'  STUDY 

^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 
\ngeles." 

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."  ^ 


AUDIENCE  PROMOTION 

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 

AND  NOW,  THEY'RE  BRAND  NEW  FOR  TV. 


ALLIED  ARTISTS  TELEVISION  CORP..  165  WEST  46th  ST.,  N.  Y.  C.  46,  N.  Y.,  PLAZA  7-8530 


-I'ONSOR 


9  JUL*   1962 


51 


SPONSOR 
WEEK 


Advertisers 


WRAP-UP 


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- 


STAFF  BEJEWELED— Stations  WSJS-TV  and 
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 


52 


SPONSOR 


')  ,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. 

PEOPLE  ON  THE  MOVE:  Jeffrey  S. 
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. 


Agencies 


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- 
lation. 

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 


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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 


SPONSOR 


«J    .11  LY    1()(,2 


53 


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- 
tors. 

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 
Bernbach. 

Merger:  Dreves-Arendt  &  Associates 
and  Holland  Advertising  of  Omaha, 
with  combined  billings  of  $1,250,000. 


AUDIENCES  KEPT  COMING   BACK   FOR  MORE  OF 

The  Bowerf  Boys 


AND  NOW,  THEY'RE  BRAND  NEW  FOR  TV. 


FAMILY  FUN   FEATURES 


s\. 


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 
list. 

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. 

PEOPLE  ON  THE  MOVE:  Patrick 
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) 


54 


SPON-oi; 


'•  jul?   L962 


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


WASHINGTON  WEEK 


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 


SPOT-SCOPE 


9  JULY    1962 

Copyright   1962 

SPONSOR 

PUBLICATIONS   INC. 


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. 


SPOT  TV  BUYS 

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. 


SPONSOR 


')  .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. 

SPOT  RADIO  BUYS 

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 
York. 

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 


SPONSOR  HEARS 


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 

PUBLICATIONS  INC.  field. 

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 
areas. 

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 
weeks. 

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. 


58 


M'ONSOR 


9  .iuly  196 


WRAP-UP 

(Continued  from  page  54) 


Associations 


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 
Washington. 

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 
stations. 

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. 

PEOPLE  ON  THE  MOVE:  Howard 
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. 

PEOPLE  ON  THE  MOVE:  Lawrence 
H.  M.  Vineburgh  to  director  of  com- 


o  / 


surgery  in  a  snowstorm? 


#ts> 


© 


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 


<D 


Q     WCTV 


TALLAHASSEE 
THOMASVILLE 


BLAIR  TELEVISION  ASSOCIATES 


SPONSOR      •       9   JLLY    1902 


59 


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. 

PEOPLE  ON  THE  MOVE:  Patrick 
Crafton  to  manager  of  KGW,  Port- 
land,  succeeding   Jackson    Fleming 


MOST  POPULAR  SERIES  OF  MOVIES  IN  HOLLYWOOD  HISTORY... 

the  Bower/ Boys 

AND  NOW,  THEY'RE  BRAND  NEW  FOR  TV. 


48 


FAMILY  FUN 
FEATURES 


j£©g> 


ALLIED  ARTISTS  TELEVISION  CORP.,  165  WEST  46th  ST.,  N.  Y.  C.  46.  N.  Y„  PLAZA  7-8630 


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. 

Networks 

NBC  International  (NBI)  has  insti- 
tuted a  sort  of  "Marshall   Plan"  in 


60 


MMINMIK 


<>  JUL*  1062 


the  field  of  public  affairs  tv  pro- 
graming. 

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- 
grams. 

Representatives 

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. 
Louis. 

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- 
cago. 

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 
Company. 

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- 


CENTER  OF  ATTRACTION 

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 

KRON-TV 

Channel  4  San  Francisco 

•SRDS.  April,  '62 


Hi 


Ml" 


life 


>* 


SPONSOR 


9  july  1962 


61 


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 
capacity. 

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 
station. 

PEOPLE  ON  THE  MOVE:  G.  Bennett 
Larson  has  joined  the  media  broker- 
age firm  of  Blackburn  &  Company  as 
an  associate. 

Film 

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- 
ings. 

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- 
payment. 


'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 
payout. 


NORTHWEST 

$150,000 


NEW  YORK   STATE 

$175,000 


jBj_jA.CyjK.J3U jRJ^J  &  Company,  Inc. 

RADIO  •  TV  •  NEWSPAPER  BROKERS 
NEGOTIATIONS  •  FINANCING  •  APPRAISALS 


WASHINGTON,  D.  C.     CHICAGO 


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 


AttANTA 

Clifford  B.  Marshall 
Stanley  Whitaker 
Robert  M.   Baird 
|ohn  C.  Williams 
1102   Healcy  Bldg. 
lAckson   5-1576 


BEVERLY  HILLS 

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. 
Brown. 

Stations  involved  are  KNX  and 
KNXT,  Los  Angeles  and  KCBS,  San 
Francisco. 

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 
Legislature. 

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 
Hughes. 

•  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.  ^ 


62 


sl'OVsOli 


9  july  1962 


AUDIENCE  PROMOTION 

{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 


SPONSOR 


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 
time. 

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. 


63 


MAI 


")C^ 


3 


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 


Q 


as  assistant   manager 
executive  capacities. 


I  nder  the  guidance  of  Lou  Dorfs- 
man,  advertising  and  promotion  di- 
rector, the  promotion  objective  is 
twofold. 

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!    ^ 


64 


sI'ONSOK 


')  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: 

IMAGINATION  +  EFFORT  +  DESIRE  TO  SUC- 
CEED +  CONFIDENCE  +  WILLINGNESS  TO  INVEST 
IN  NEW  IDEAS  =  PROFITS. 

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.  ^ 


SPONSOR 


9  july  1962 


65 


SPONSOR 


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 


lO-SECOND  SPOTS 

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- 
bands: 

•  Sneak  a  love  note  into  his  pocket 
in  the  morning. 

•  Increase  his  allowance  as  he  gets 
older. 

•  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 
bathtub." 

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.'  " 


66 


SPONSOR 


9  JULY  1062 


KDAL 
Duluth-Superior 


Plus 


NOW  63rd  IN  AVERAGE  HOMES  DELIVERED! 


*KDAL-TV  now  delivers  Duluth-Superior  plus  coverage 

in  three  states  and  Canada— through  a  recently  completed  chain 
of  fifteen  new,  licensed  •"translator"  stations! 

With  this  unique  operation,  KDAL's  picture  is  clearly  received  by 
such  distant  communities  as  Fort  William  and 
>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! 


KDAL 


CBS  RADIO   TELEVISION/3 

AN  AFFILIATE  OF  WGN,  INC. 

Represented  by 
Edw.  Petry 
&Co., 
Inc. 


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 


WJL&IR-W 


NBC  •  ABC  -REPRESENTED  BY  EDWARD  PETRY  &  CO.,  INC. 
OUTLET  COMPANY  STATIONS  IN  PROVIDENCE  -  WJAR-TV.  FIRST  TELE- 
VISION   STATION    IN    RHODE    ISLAND       WJAR    RADIO    IN    ITS    40th    YEAR 


1ECEIV. 


SPONSOR 

THE  WEEKLY   MAGAZINE   RADIO  TV   ADVERTISERS   USE 


TV  COMMERCIALS 
ARE  BIG  BUSINESS 
— Eye  opening  report 
on  a  $75  million  tele- 
vision baby  D  25 

YOUNG  NET  EXECS 
— 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. 


CINEMAGINATION  and  SERVICE  I! 


OF    Mrw    VOPK. 


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 
Show? 

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 
30? 

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 

tremendous 

audiences 

these  great 

Warner  Bros. 

properties  have 

built  in  your  area... 


-Maverick 


---^ 


rj 


\9> 


I 


BOUR 


BEAT 


'T< 


>*3 


!   I 


.?* 


A' 


*     ; 


t 


1      I 


X2fe-- 


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 


SELLING  THE 
UPPER  MIDWEST? 


DON'T  FALL 
73,496  SQUARE 
MILES  SHORT 
OF  GETTING  IT! 


Your  product  sales  fall  short 
of  their  rightful  goals  without 
KELO-LAND  -  the  Sioux 
Falls-103  County  market  that 
sprawls  between  the  Minne- 
apolis and  Omaha  markets,  be- 
yond television  reach  of  either 
of  them.  But  you  can  fill  in  this 
vital  73,496-square  mile  trading 
area  -  the  KELO-LAND  Com- 
mon Market  —  with  a  single- 
station  origination  of  your  sales 
message.  Your  commercial  on 
KELO-tv  Sioux  Falls  flows 
automatically,  instantaneously 
through  interconnected  KDLO- 
tv  and  KPLO-tv  to  cover  it  all. 
Only  KELO-LAND  TV  gives 
you  this  full  product  exposure 
throughout  this  great  salesland. 

Your  commercial  on  KELO-LAND  TV 
reaches  20%  more  homes  than 
Omaha's  highest  rated  station, 
12.8%  more  than  Denver's,  65.6% 
more  than  Des  Moines'.  —  ARB 
Market  Report,  Av.  Quarter-Hour 
Homes  Reached  9  a.m.  to  Midnight, 
7  Days  a  Week  -  March  1962. 

CBS  •  ABC 

kelQland 

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

JOE    FLOYD,  Prcs.  •  Evans  Nord,    Executive  Vice 
Pros.  &  Cen.  Mgr.   •   Larry  Bentson,  Vice-Pres. 

Represented  nationally    byH-R 
In  Minneapolis  by  Wayne  Evans 


fSBBBB 


Midcontinenl 
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 


PONSOR 


THE  WEEKLY    MAGAZINE  TV/RADIO  ADVERTISERS  USE 


ARTICLES 

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. 


SPONSOR 


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. 


THE  CR©WN  STATIONS 

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


The   Exception   To  The   Rule 

WKRG*TV 

Mobile — Channel  5 — Pensacola 


MOBILE-  PENSACOLA 


MARCH,  1962 


I  CM,  1961 


N  A«£A  REPORT 

march,  i960      HfWR  war  (j^ 


SvflL  Share  ^J^L^mr- 


AN  MARKET    REPORT 


REPORT 


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  Midnight 

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 


SPONSOR-WEEK 


NEW  NBC  DAY  PRICING 

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 
week. 

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 
show. 

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.) 

TV  INSURANCE  ADS' 
$4.5   MIL  FIRST  QTR 

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. 


INTERNATIONAL  TV 
HAILS  TELSTAR 

Highlights: 
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 
coverage. 

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.) 


SPONSOR 


16  july  1962 


SPONSOR-WEEK/^  July  isez 


RECALL  NOT  TIED 
TO  MEDIA-TOOK' 

People  recall  good  ads,  regardless 
of  intrinsic  product  interest  or  the 
media  of  exposure,  according  to  a 
study  released  last  week  by  Look 
Magazine. 

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 
other. 

(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  0f  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 
President. 

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 
week. 

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. 


MORE  TILT'  IN  DAYTIME 
THAN  NIGHTTIME  NETWORK 

Twenty-eight  of  29  daytime  net- 
work shows  deliver  less  audience  in 
the  top  20  markets  than  the  propor- 
tion of  population  there  reports 
TvAR. 

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 
shows. 

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. 


$1.5  MIL.  BOOKED 
IN  NBC  TV  SALES 

NBC  TV  reported  a  trickle  of  busi- 
ness for  the  week  of  the  Fourth  of 
July  holiday.  Estimated  value  is  $1.5 
million. 

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- 
time. 


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- 
ing. 

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. 


8 


SIMINSOH 


16  jul\    L96| 


RCA  CARTRIDGE  TAPE  SYSTEM 

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. 


THE  MOST  TRUSTED  NAME  IN  ELECTRONICS 


SPONSOR-WEEK/"  July  1962 


GOVERNMENT  STUDIES 
TV  EFFECT  ON  KIDS 

Washington: 

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 
Russell. 


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 
department. 

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- 
rope. 


10 


Carl  Tillmans 


Recommendations 
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." 


CULLIGAN  NAMED  PRES. 
OF  CURTIS  PUBLISHING 

Philadelphia: 

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. 


Correction 

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 
White. 


NAB  SEES  1962 
PROFIT  RECOVERY 

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 
week. 

Department  manager  James  H. 
Hulbert  revealed  that  typical  station 
profits  before  federal  taxes  were 
4.8%  in  1961,  compared  to  7.6%  in 
1960. 

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 
profits. 


More  SPONSOR-WEEK  continued  on  page  50 


OU  CAN  QUOTE  ME... 


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 

I'LL  SAY  THIS... 

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! 


WLW-C 

Television 
Columbus 


WLW-T 

Television 
Cincinnati 


WLW-A 

Television 
Atlanta 


WLW-I 

Television 
Indianapolis 


WLW-D 

Television 

Dayton 


Crosley  Broadcasting  Corporation 


I 

tcpp 


SPONSOR      •       10   JULY    1962 


11 


your  key  to  more 
Virginia  homes 


Sales  Management 


Survey  of  Buying  Power— 1961 


WRVA-RADIO 

50,000  Watts  AM,  1140KC 

200,000  Watts  FM,  94.5  MC 

Richmond.  Virginia 


National  Representative: 
PETERS,  GRIFFIN,  WOODWARD.  INC. 


12 


by  John  E.  McMillin 

Commercial 
commentary 

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) 


si'onmii; 


16  JULY    1962 


\ 


ti 


X 


"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  :  0  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 

Without 

Birth 
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 
control. 

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. 


KOIN-TV 

Channel  6,  Portland,  Oregon 

One  of  America's  great  influence  stations 


Reprr»«nt«d  Nat.onslly  by 

HARRINGTON      RIGHTER    &    PARSONS      INC 


SPONSOR 


16  jrLY  1962 


13 


BIG 

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'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?  ^ 


II 


SPONSOR 


16  JULY  1962 


WNBC-TV  RAKES  IN  THE  BIGGEST  AUDIENCES 


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  breaks7  Prospects  are  best 
pn  WNBC  TV— first  in  audience  7:30-1 1  p.  m.  for  the  eighth 
[consecutive  month!  Late  night  minutes7  "Tonight"  on 
WNBC-TV  delivers  48%  more  tuned-in  homes  than  the  near- 
est competition.  Want  to  reach  housewives  before  they  go 


out  to  shop7  WNBC  TV  delivers  more  women  viewers  in  the 
morning  (Mon-Fn  7  a  m.  noon)  than  the  next  two  stations 
combined!  Interested  in  news  shows7  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. 


WNBC-TV  m 

CHANNEL  4  IN  NEW  YORK  •  NBC  OWNED 
REPRESENTED    BY   NBC   SPOT  SALES 


SPONSOR 


16  july  1962 


L5 


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- 


MOST  POPULAR  SERIES  OF  MOVIES  IN  HOLLYWOOD  HISTORY... 

the  Bowery  Boys 

AND  NOW,  THEY'RE  BRAND  NEW  FOR  TV. 


48 

FAMILY  FUN 
FEATURES 


®® 


ALLIED  ARTISTS  TELEVISION  CORP.,  165  WEST  46th  ST.,  N.  Y.  C.  46,  N.  Y.,  PLAZA  7-8630 


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 

WFMY-TV 

Greensboro 

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- 
ing. 

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 


l(. 


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- 
cies. 

Hugh   K.   Boice.  Jr. 

v.p.  and  gen.  mgr. 

WEMP 

Milwaukee 
►  SPONSOR  made  a  valiant  effort  to  obtain 
definitive    figures    on    radio    expenditures    in 
the  bottling  industry  from  RAB  but  was  un- 
successful. 

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\ 
Bridge. 

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. 

KRON-T) 
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 


WTMJ-TV  FAMOUS  AS  THE  PIONEER 
THAT  MADE  MILWAUKEE  COLOR-FULL 

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. 


SPONSOR 


16  july  1062 


THEY  BOUGHT 

"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. 


BOSTON  SYMPHONY 
CONCEBT  SEBIES 


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Schumann,  Franck,  Milhaud,  Piston,  Mozait, 
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Wagner,  Mendelssohn,  Sibelius  and  Brahms. 

Write  or  call  your  nearest  Seven  Arts  salesman 
for  a  15  minute  promotional  trailer  available 
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Cable:  SEVENLON  London 


18 


m'onsoi; 


l(>  .ii  i. y    L962 


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


16  JULY   1962 

Copyright  1962 

SPONSOR 

PUBLICATIONS  INC. 


SPONSOR-SCOPE 


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 
stereo. 

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 


19 


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: 


ACCOUNT 

FROM 

TO                                ESTIMATED  BUDGET 

Betty  Crocker 

BBDO 

Needham,  L&B 

11,000,000 

B&W's  Belair 

Bates 

Keyes,  M&J 

6,500,000 

Dristan 

Tatham-Laird 

Esty 

5,000,000 

Nescafe 

Esty 

McCann-Erickson 

5,000,000 

Chun  King 

BBDO 

TBA 

4,000,000 

Kimberly-Clark 

(New  products) 

Esty 

4,000,000 

Westinghouse* 

McCann-Erickson 

Grey 

3,500,000 

Burgermeister  Beer 

BBDO 

Post  &  Mohr 

3,200,000 

Cluett,  Peabody 

Lennen  &  Newell 

Young  &  Rubicam 

3,000,000 

J.  Nelson  Prewitt 

Hanford  &  Greenfield 

John  Shaw 

3,000,000 

Union  Oil  of  Calif. 

Young  &  Rubicam 

Smock,  Debnam,  Waddell 

3,000,000 

American  Cyanamid 

Erwin  Wasey-R&R 

Dancer,  F&S 

2,500,000 

Helene  Curtis 

Campbell-Mithun 

J.  Walter  Thompson 

2,500,000 

Electric  Autolite 

BBDO 

Aitkin-Kynett 

2,500,000 

Lanolin  Plus 

LaRoche 

Daniel  &  Charles 

2,500,000 

Scott  Tissues 

J.  Walter  Thompson 

Bates 

2,-500,000 

Esquire  Shoe  Products 

Mogul 

Grey 

2,000,000 

Duncan  Hines  mixes 

Gardner 

Compton 

2,000,000 

Pillsbury 

Burnett 

McCann-Marschalk 

2,000,000 

Jif  Peanut  Butter 

Gardner 

Grey 

2.000,000 

'Portable  appliances. 

Grey  seems  to  have  come  out  strongest 

on   the  agency   credit  s 

ide 

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: 

AGENCY 

TOTAL  ACCOUNT  GAINS         TOTAL  ACCOUNT  LOSSES 

BALANCE 

Grey 

$11,000,000 

0 

+$11,000,000 

Esty 

9,000,000 

5,000,000 

+ 

4,000,000 

Bates 

4,000,000 

6,500,000 

— 

1,500,000 

J.  Walter  Thompson 

5,000,000 

2,500,000 

+ 

2,500,000 

McCann-Erickson 

6,000,000 

3,500,000 

+ 

2,500,000 

BBDO 

0 

29,000.000 

— 

29,000,000 

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 


21 


m 


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? 


TWO  OF 

104,000 


NBC  TELEVISION 

WRAL-TV 

CHANNEL    5 
Raleigh-Durham,  N.C. 

Represented  Nationally  by  H-R 


She  came  to  see  us  last  year .  .  .  along  with 
52,000  other  Carolinians.  Just  two  little  feet 
out  of  the  104,000  that  walked  into  our  studios. 
■  Some  were  the  feet  of  adults  who  came  to 
watch  live  wrestling-''  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. 


WBTW 


Florence,  South  Carolina 


Channel  8  •  Maximum  power  •  Maximum 
Represented  nationally  by  Young  Television  C 


A  Jefferson  Standard  station  affiliate( 
WBT  and  WBTV,  Charlotte 


HOW  MUCH  DO  YOU 
KNOW  ABOUT 


*nr  ii 


TV  COMMERCIALS  INDUSTRY? 

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 


SPONSOR 


16  jlly  1962 


executives  involved  with  commer- 
cials. 

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- 
ings. 

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 


26 


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  ~0ri  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 


I' 


1 


IFASTEST  RISER  in  last  year,  say  observers,  was 
On-Film,  shown  here  producing  a  commercial  for 
General    Electric    washers    in    New    York    studios 


SPON-ni; 


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, 
Atlanta). 

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  me.ms  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- 
ion: 

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) 


28 


SPONSOR 


16  july  1962 


20  BRIGHT  YOUNG  NET  EXECS 


ABC,  CBS,  MBS,  and  NBC  have  a  hatch  of  capable 


young 


exees    >v 


ho 


increasingly 


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     ^  e.il  "     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 
1960. 

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 


p 


Barnathan 


Duffy 


o 


T*Atlfc,% 


Pauley 


Schneider 


Scherick 


SPONSOR 


16  july  1962 


29 


A  few  early  arrivals  at  CBS  executive  suites 


Shakespeare 


iannucci 


Dann 


■k*A 


Dawson 


White 


Leider 


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 
director. 

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 


Erwin 


D'Antoni 


so 


SPONSOR 


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 
Turns. 

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 


Fellowship. 

\\ .  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 


Goodman 


Friendly 


Durgin 


Tinker 


Graham 


Schlosser 


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 


SPONSOR 


16  july  1962 


31 


THE  ORDER  IS  IN:  WHAT  NEXT? 


^    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 


I 


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. 


32 


SPONSOR 


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 


SPONSOR 


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 


33 


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- 
peated. 

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, 
etc. 

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 
made. 

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.  ^ 


\4 


SPONSOR 


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  FATTENS  UP  ON  RADIO 


^    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 
1475,000. 

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 
No-Cal. 

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 


35 


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 
good. 

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 
bottle. 

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 
there. 
MAW:    <Kk. 

(SOUND:  CRACK  OF  RIFLE,  SMASHING  OF  GLASS) 
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) 


MAW: 


PAW: 


36 


iiO.NiOK 


16  july  1962 


SPONSOR 
INDEX 


*  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 


1ST  HALF,  VOLUME  16 
JANUARY  THROUGH  J3ME,  1962 


ADVERTISERS 

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.7 
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. 


25 
34 
20 
10 
35 


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. 


21 

10 
64 
33 

12 
39 


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. 


36 
29 

58 
60 

71 


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 


.Wits 
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 


SPONSOR 


16  JULY    1962 


37 


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 


69 

35 

77 
104 


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 

AGENCIES 

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 

BILLINGS /COSTS 

(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 

Cigarettes 

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 


21 

(.0 
10 
37 
64 
66 
.  7 
.  8 
.  7 
10 
21 
25 
40 
10 
9 
9 
12 
20 
II 
15 
15 

23 
38 
38 

21 
23 
23 
33 
34 
.  8 
20 
21 
56 
8 

19 
25 
35 

.      . 

.  8 
26 
31 
66 


38 


SPONSOR 


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: 

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 


p. 

o<> 

p- 

69 

p. 

69 

p- 

69 

BY-LINES 

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 

COMMERCIALS 

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  women1 

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.. 
Radio: 

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) 


FM   RADIO 

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, 

GENERAL 

Television : 

\vi    \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"  il.ee  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., 


30 
25 
35 
67 


5  Feb.. 


p.  .38 

p.  1- 
12  Feb.,  p.  31 
19  Feb..  p.  36 


SPONSOR 


16  july  L962 


39 


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 

Radio: 

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 


GOVT. -INDUSTRY  GROUPS 

\\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 

conference  

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 

NETWORK 


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 


Radio: 


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 

NETWORKS-STATION   GROUPS 

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 


PROGRAMING 

Television: 

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 


10 


SPONSOR 


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 


69 
65 
19 
19 
39 


Sponsor  codes  will  be  spiked  

New  late-night  shows:  Carson,  Allen 
Shakespeare:   21-..   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 


Radio: 

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 


REPRESENTATIVES 

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 

RESEARCH   &[SURVEY 

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 

viewing 
Daytime  viewing,  3  yr.  comparison 
Family  viewing  in  metrop.   N.Y. 
Late  night  viewing.  '59-61,  homes,  aud.  comp. 


in 

16 

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\  -.is  (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 


SPONSOR 


16  jlly  1962 


41 


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. 


n 
32 

38 

73 
12 
31 

7(1 
11 


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 

66 
40 
30 


\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 

RESULTS 

Television : 

Auto 

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 


Food 

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 

Miscellaneous 

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.. 


40 
46 
46 
44 
44 


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 

Radio: 

Auto 


Import  car 
Motor  company 

Finance 

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 

Food 

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 

Miscellaneous 

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 

SPECIAL  SECTIONS 

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 

SYNDICATORS  /  PRODUCTION   FIRMS 

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 

TAPE 

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 

UHF  TELEVISION 

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  (EIA1*           30  Apr.,  p.  61 


42 


si'oNMii; 


16  JULY  1962 


Media  people: 

what  they  are  doing 

and  saying 


TIMEBUYER'S 
CORNER 


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 ) 


IN 

HARTFORD 

your 


Showmanship 


Station 


BRINGS 

SdetmMJwb 


WPOP 


Phillip  Zoppi      Adam  Young,  Inc. 

Gen'l-Mgr.  Natl  Rep. 


SPONSOR 


16  july  1962 


43 


NOW  NUMBER 


i 


IN  FLORIDA 

ORLANDO-DAYTONA 

Fastest  growing 
marhet   in   Florida 


Nat.  Mkt. 

Homes* 

Ranking* 

TV 

Miami 

26 

566,300 

Tampa 

40 

425,100 

Orlando- 

Daytona 

67 

292,100 

Jacksonv 

lie 

75 

257,700 

'Television, 

Ma; 

i  1962 

WESH-TV 


Florida's   Channel  2 

\dvcrti»inp  Time  Sales,  Inc. 
National  Representatives 


Covert  more  of  Florida  than 
any  other  TV  Station 


TIMEBUYER'S 
CORNER 


(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."  ^ 


11 


SPONSOR 


16  july  1962 


TV  COMMERCIALS   FIELD 

(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 
follow-: 

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 
transfer. 

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  & 
Belding. 

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) 


PROVED   IN   342,000  THEATRE  ENGAGEMENTS 

The  Bowery  Boys 

AND  NOW,  THEY'RE  BRAND  NEW  FOR  TV. 


FAMILY   FUN 
FEATURES 


$mmtm)(m&^* 


ALLIED  ARTISTS  TELEVISION  CORP.,  165  WEST  46th  ST.,  N.  Y.  C.  46,  N.  Y.,  PLAZA  7-8530 


SPONSOR 


16   JULY    1962 


45 


mileage,oot 


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.) 


000.000.00i 


j~~~y 


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. 


TV  COMMERCIALS  FIELD 

(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.  ^ 


BRIGHT  YOUNG   EXECS 

(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 


AUDIENCES  KEPT  COMING  BACK  FOR  MORE  OF 

The  Bowerf  Boys 

AND  NOW,  THEY'RE  BRAND  NEW  FOR  TV. 


4-8    FAMILY  FUN   FEATURES 


ALLIED  ARTISTS  TELEVISION  CORP.,  165  WEST  46th  ST.,  N.  Y.  C.  46,  N.  Y.,  PLAZA  7-8530 


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 
1959. 

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 
firm. 

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.  ^ 


],". 


srn\-oi; 


16  JULY  1962 


NOCAL  ON    RADIO 

{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. 
WOR.  WNEW,  WINS,  and  WYNJ) 
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 


i 


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 

PAUL    H.    RAYMER     CD.    —    NATIONAL    REPRESENTATIVE 

KOH  RENO  •  KFBK  SACRAMENTO  .  KBEE  MODESTO  .  KMJ  FRESNO  .  KERN  BAKERSFIELD 


SPONSOR 


16  july  1962 


.J 


SPONSOR 
WEEK 


WRAP-UP 


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. 


Advertisers 


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- 
cago. 

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 


i0 


-ru\SOK 


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." 

PEOPLE  ON  THE  MOVE:  Tom  Mitch- 
ell from  BBDO  to  marketing  manager 
at  Norelco. 


Agencies 


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 


51 


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 
oped. 


be  retained  and  devel- 


KMTV  COLOR  PIONEERING  PAYS  OFF  IN 
PRESTIGE,  PROMOTION,  PROGRAMMING 

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. 

PEOPLE  ON  THE  MOVE:  Frank  J. 
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 
Burnett. 

Kudos:  Howard  Swink,  president  of 
Howard  Swink  Advertising,  Marion, 
Ohio,  for  the  second  consecutive 
year  was  awarded  the  National  Ad- 
vertising Agency  Network  "creative 
trophy." 

Associations 

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- 
search. 

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- 


52 


M'ONSOK 


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 
management. 

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 
($875,070). 

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 


...to  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. 


KFMB 
RADIO 

SAN  DIEGO 


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,«ao   .  WOAF  4  WOAF-FM    Kansas 

San    Diego    •    KERO-TV    Bakersfreld       \T        ~A  A"      J 

•".»«-.    ..    City 


WNEP-TV    Scranton-Wilkea    Bar 


WGR    &    WQR.FM    Buffalo 


380   MADISON   AVENUE     •      N  EW  YORK  1 7.  NEW  YORK 


348,000,000  PEOPLE  PAID  TO  SEE 

the  Bowcrf  Boys 

AND  NOW,  THEY'RE  BRAND  NEW  FOR  TV. 


48 

FAMILY 

FUN 
FEATURES 


ALLIED  ARTISTS  TELEVISION  CORP..  16b  WEST  46th  ST.,  N.  Y.  C.  46,  N.  Y.,  PLAZA  7-8530 


SPONSOR      •      16   JULY    1962 


53 


-  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. 


CHANNEL  3  •  MAXIMUM  POWER 
NBC  •  LOUISVILLE 

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. 

PEOPLE  ON  THE  MOVE:  Charles  L. 
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- 
ramento. 

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- 
ager": 

•  The  government  cannot  censor 
programs  and  should  not  ever. 

•  We     are     encouraging     broad 

i  Please  tui  n  /<>  pace  59  i 


54 


SPONSOR 


16  .ii  i.v  1962 


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


16  JULY   1962 

Copyright  1962 

SPONSOR 

PUBLICATIONS  INC. 


WASHINGTON  WEEK 


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 
repeal. 

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  nowr  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 


55 


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


SPONSOR  HEARS 


16  JULY   1962 

Copyright  1962 

SPONSOR 

PUBLICATIONS  INC. 


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. 


SB 


SPONSOR       •       16   JULY    1962 


WRAP-UP 

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 
radio. 

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- 
gested: 

•  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- 
cials. 

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 
reports. 

•  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. 


?po\sor 


16  july  1962 


59 


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. 

PEOPLE  ON  THE  MOVE:  Jim  Allen  to 

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 


WHDH-TV  REAPING  REWARDS 
OF  FULL-COLOR  SHOWMANSHIP 

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. 

Representatives 

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. 

PEOPLE  ON  THE  MOVE:  Warren  G. 
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 


60 


SPONSOR 


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. 

Film 

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. 

PEOPLE  ON  THE  MOVE:  Noah 
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- 


AGAIN 
and  AGAIN 
and  AGAIN 


If  A  If  C 

is  FIRST  IN  TULSA 

and  the  21  County  Advertiser  Area 


Sow  in  the 

6th  YEAR  of 

CONSECUTIVE  1ST  PLACE  RATINGS 


QUALITY  •  COMMUNITY  SERVICE 

^\     Represented   nationally 
\^7     by  Adam  Young,  Inc. 


Another  Station  of 


PUBLIC    RADIO    CORPORATION 


KAKC  —  Tulsa 

KBEA-KBEY/FM 

Kansas  City 

KXYZ-KXYZ/FM 

Houston 
One  of  America  s 

Fastest  Growing  Radio  Groups 


NEW  ORLEANS' 

ONLY  STATION 

WITH  MOVIES 

EVERY  NITE! 

BUY 
IT! 


Represented  nationally  b\  Kate 

WWL-TV 

^NEW     ORLEANS 


SPONSOR 


16  .]i  \.\    \'H)2 


61 


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. 

RADIO  •  TV  •  NEWSPAPER  BROKERS 
NEGOTIATIONS  •  FINANCING  •  APPRAISALS 


WASHINGTON,  D.  C.     CHICAGO 


ATLANTA 


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 


BEVERLY  MILS 

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


600,000. 

Seller  is  a  group  headed  by  Earl 
F.  Reed  and  Irwin  D.  Wolf,  Jr.,  voting 
trustees. 

Television  City  will  continue  to  op- 
erate the  station  which  will  be  co- 
owned  by  the  Hearst  Corp.  and  its 
subsidiary. 

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. 

Equipment 


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.         ^ 


62 


>|M)\S(il< 


16  july  1962 


the  shell 
of  the  nut 
covers 

the  meat... 


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

There's  a  moral  here  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. 


SPONSOR 

>55    FIFTH   AVE..  NEW  YORK  17.  N    Y. 
kells  the  team  that  buys  the  time 


NO-CAL  ON    RADIO 

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- 
tising." 

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 

VOLKSWAGEN 

DEALER 
in  Monroe,  La. 


OVER  IOO  LOCAL 

ADVERTISERS  USE 

KTVE    REGULARLY 

TO  GET  SALES 

RESULTS  &    PROFITS 


KTVE 


■    / 
CHANNEL     lO 

1/ 

EL  DORADO    MONROE    GREENVILLE 

REPRESENTED  NATIONALLY  BY 
VENARD  RINTOUL  &  McCONNELL 
CECIL     BEAVER     SOUTHERN     REP 


mm  rio*e5\ 

PMLY  TWAM 
THE  HmW°\ 
MCKS0NVIU-E 
RADIO 
f    STATIONS 
COMBINED.' 


WftPE  DOMINATES  ITS  AREA  AS 
DOES  BACH  BLUB  CHIP  STAVON: 

¥8  AM.  MONTGOMERY.  ALABAMA 
WV0K.  BIRMINGHAM.  ALABAMA 
WFLI.  CHATTANOOGA.  TENNESSEE 

WAPE25,000w690kc 

JACKSONVILLE.  FLORIDA 

REPRESENTED  NATIONALLY  BY  RADIO  TV  REPRESENTATIVES.  INC. 


FIRST    U  (Xud&fUJL' 
FIRST    '^  P(rU>4A^ 
FIRST  Im,  QaV&l&4£^ 


SPONSOR 


16   JULY    1(>()2 


I 


IU  TOP 


* 


Jim  Uebelhart, 

WSPD-Radio's 

<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 

WS12 

WSPD-Radio 

•     NBC  TOLEDO 


a  STORER  station 

National  Sales   Offices: 


118  E.  57th  St.,  N.Y.  22 


C>~  u 


_3 


_.     - .       — .  . 


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. 


64 


SPONSOR 


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- 
plosion.' 

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" 
stars. 

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 


SPON^OK 


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.  ^ 


65 


SPONSOR 


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!  ^ 


lO-SECOND  SPOTS 

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 
cab'." 

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 
women." 

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  Noik  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." 


66 


SPONSOR 


16  JULY    1062 


CONGRATULATIONS 

FROM  Wbkb  CHICAGO 


New  York  Metropolitan  Area 

CATHERINE   NOBEL 

McCann-Marschalk  Co.,  Inc. 
New  York 


Eastern  Time  Zone 


LEN    STEVENS 

Weightman,  Inc. 
Philadelphia 


Central  Time  Zone 

LARRY   CLAVPOOL 

J.  Walter  Thompson  Co. 
Chicago 


Mountain  &  Pacific  Time  Zones 

JANE    DAHLGREN 

Honig,  Cooper  &  Harrington 
San  Francisco 


TO  THE  Wl 


TIMEBUYERS 
TALENT  TEST 


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... 
CPM/$1.70* 


'Based  on  end  rate 


WBKB's  Award  Movie  is  the  highest  rated  and  most  cost-efficient  movie  in  Chicago's  Sunday  evening  lineup. 


wbkb 


CHICAGO'S 
CHANNEL 


^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©0  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. 


4.1 


t*ati°n 


On® 


Edward  Pelry  A  Co.,  Inc. 


WTHI-TV 

CHANNEL  10 

TERRE  HAUTE,  INDIANA 


8W8** 


\n  *** 


*   11  Q^artef' 


V      nkAtO  WVU 


RECEIV 
2  3  1952 


SPONSOR 

THE  WEEKLY  MAGAZINE  RADIO  TV  ADVERTISERS  USE 


23  JULY  1962— 40c  a  copy  /   $8  a  year 


TURMOIL  IN  OIL  — 
Has  it  really  stopped? 
Agency  shifts  over  but 
problems  still  stick 
with  oilmen  D  25 

HOW  ADVERTISERS 
benefit  from  NAB  Ra- 
dio Code  —  Protection 
is  guaranteed  in  5  im- 
portant ways  p  37 


TV 

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. 


ttrpreatntaln 


NEW    YORK        •        CH\r.ACn        •         ATI   flWTA         .        D^e-rrM. 


iJHE  INDIANAPOLIS  MARKET 


K   i 


£E=- 


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 
the  form  of  an  ABOVE  AVERAGE   ADULT   FAMILY  AUDIENCE! 

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. 
THE  CBS    RADIO    M   I  WORK 


*adio  Inde*.  May  '61-Apnl  "62.  Hon-.  - 


BILL  BENNETT 

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. 

BUMPER-TO-BUMPER  CLUB  (3  to  6 

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 
highlight! 

Buy  both  shows!  Buy  both  audi- 
ences! Buy  Bill  Bennett! 

llllllllllllllllllllllllllllllllllllllllllllllllllll!lllllll!IIINIII!llllllll!IIIIINIIIIIIII||!|l|||||||||||||||!||||||||||||||i 

RAD,0      WLOL 

MINNEAPOLIS  •  ST.  PAUL 
5,000  WATTS  around  the  clock  •  1330  kc 

illlllillilllllllllliiiiiiiiliiiillll illlllllll Hill nn in iiiiiiiiiiiiiiiiiiiinii: mi 


WAYNE 'RED' 

WILLIAMS 

Vice-Prcs.  &  Cen.  Mgr. 

Larry  Bentson,  Pres. 

)oe  Floyd,  Vicc-Pres. 

Represented   by 
AM    RADIO   SALES 


JEZEHfl 

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 

SPONSOR 

THE  WEEKLY    MAGAZINE  TV/RADIO  ADVERTISERS   USE 


ARTICLES 

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 


SPONSOR 


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. 


I 


jiIki 


lor  than  an 


"The  fact  that  Seven  Arts  have  a 


unrananiH 


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 


SEVEN  ARTS 

ASSOCIATED 

CORP. 


A  SUBSIDIARY  OF  SEVEN  ARTS  PRODUCTIONS.  LTD. 
NEW  YORK:  270  Park  Avenue  YUkon  6-1717 

CHICAGO:  8922  D  N.  La  Crosse  (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. 

WGAL-TV 

LANCASTER,  PA.  •  NBC  and  CBS 


WGRLTV    ,# 


STEINMAN   STATION 
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 


SPONSOR-WEEK 


ABC  TV:  FLAT  DAY  RATE 

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 
seasons. 

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  TV  JUMPS 
INTO  SYNDICATION 

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. 


TELSTAR  SPECIALS  SOLD 

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. 


SPONSOR 


23  .it  i.\    L962 


SP0NS0R-WEEK/23  July  1962 


HAUSMAN  JOINS  NBC; 
DANISH  TO  HEAD  TIO 

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 
posts. 

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 
illogical." 

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. 


COLLINS:  DON'T  MAKE  TV 
DELINQUENCY  SCAPEGOAT 

Seattle: 

NAB  president  LeRoy  Collins  last 
week  called  on  the  public  to  stop 
making  tv  the  scapegoat  for  juvenile 
delinquency. 

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 
stated. 

He  urged  broadcasters  to  enlighten 
the  public  regarding  the  complexity 
of  factors  behind  delinquency. 


TV's  TOP  100  SPENT 
$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 

>i! 

the  field,  and 

^^#i 

was  elected  to 
the    board    in 

Mffi 

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. 


:: 


SPONSOR 


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 
category. 

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 
audience?" 


WFAA 
820 


WFAA-AM-FM-TV 

Communications  Center/  Broad- 
cast services  of  The  Dallas  Morn- 
ing News  /  Represented  by 
Edward  Petry  &  Co.,  Inc. 


SPONSOR 


2.'.  .ii  i. y    1W>2 


SPONSOR- WEEK  23  July  1962 


MANN,  MULLIN  ARE 
ABC  RADIO  V.P.'S. 

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. 
Pauley. 

Mann  had  been  director  of  ABC 
Radio  Pacific  and  ABC  Radio  West 
and  Mullin  had  been  national  direc- 
tor of  the  network  stations  relations 
department. 


'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 
black-and-white. 

The  distributor  called  the  series 
the  only  major  syndicated  program 
now  available  in  color  as  well  as 
black-and-white. 

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 

Chicago: 

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  REPORTS 
$1  MIL.  IN  JUNE 

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 
(Kudner). 


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 
affiliate. 


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. 


10 


More  SPONSOR-WEEK  continued  on  page  52 


■ 


w 


everyone 


m 


m 


about 
WOR 


mm  the  pioneer  and  most 
successful  'all  talk ' 
programming. . .  WOR  99 


BILL  GREELEY,  VARIETY 


adult 


••  WOR  has  a  simple  and 
astonishing  formula . . .  TALK  %9 


/ 


TIME  MAGAZINE 

mm    A  booming  50,000  watt 
voice  of  intelligent  programming  99 

JACK  O'BRIAX,  N.  Y.  JOVRNAL-AMERICAN 

••  forerunner  of 
radioes  new  era  99 

RICHARD  K.  DOAiV,  X.Y.  HERALD  TRIBLXE 


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 


WCTV 


TALLAHASSEE 
THOMASVILLE 


BLAIR  TELEVISION  ASSOCIATES 


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 


12 


SPONSOR 


23  .it  tv   196 


2 


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 

AX  II   n  I  Xi-I>LAX  STATION 


SPONSOR      •      23  JULY    1962 


13 


Agencies 
have  said  they 


N 


Advertisers 
have  said  they 
want  it! 


WRITE 
FOR  YOUR 
COPY 


Title. 


Company. 
Address_ 
City 


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. 

WHBF 

CBS   FOR   THE   QUAD  CITIES 
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 
Market. 

Name ■ 


.State. 


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 


SPONSOR 


2.3  ji  i.v   1962 


WWDC 


WASHINGTON,  D.C. 


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*      _ 

6 


BLAIR 

GROUP 

PLAN 

Represented  nationally  by  John  Blair  4  Co.     \^  member 


sponsor  •  23  JULY  1962 


555/5 


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)  - 
one! 

Believe  me,  if  I  had  the  where- 
with-all, every  station  manager  in  the 
country  would  receive  a  copy  of  this 
speech. 

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 
course. 

John  B.  Cash 

assistant  manager 

WWPB  (FM) 

Miami 

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 
WGLM  (FM) 
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 
$10?" 

An  excellent  job  well  done! 

George  R.  Kravis 

president 

Host  on    Broadcasting 

Tulsa 

YOl  l{  FM  ARTICLE  9  JULY  IS 
TREMENDOUS.  CAN  Vol  FUR- 
NISH 100  REPRINTS  \ND  BILL 
US? 

Del  Leeson 
KPFM 
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 
you. 

A.  Richard  Robertson 

promotion  and  mdsg.  mgr. 

KRON-TV 

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 


16 


SPONSOR 


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 


SPONSOR -SCOPE 


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- 
ment. 

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: 


PROGRAM 

DATE 

AA% 

AA    HOMES 

Academy  Awards 

4/  9/62 

37.1 

18,179,000 

Wagon  Train 

2/  7/62 

35.9 

17,591,000 

Bob  Hope  Xmas  Show 

1/24/62 

35.2 

17,248,000 

Bonanza 

4/  1/62 

33.7 

16,513,000 

Gunsmoke 

11/25/61 

33.3 

15,617,000 

Bob  Hope  Show 

12/13/61 

32.9 

15,430,000 

Wizard  of  Oz 

12/10/61 

32.5 

15,243,000 

Perry  Mason 

1/  6/62 

32.3 

15,827.000 

Hazel 

3/  1/62 

32.0 

15.680.000 

Dr.  Kildare 

3/  1/62 

31.7 

13.533,000 

Red  Skelton 

2/20/62 

30.2 

14,798.000 

Garry  Moore 

1/30/62 

30.1 

14,749,000 

Project  Mercury 

2/20/62 

30.1 

14,749,000 

Andy  Griffith 

1/22/62 

29.7 

14.553.000 

Candid  Camera 

12/10/61 

29.6 

13,882,000 

Note:  Homes  reached  may  not  be  in  rank  order  because  of  1st  January  updating  of  total 
tv  homes  base. 


sponsor     •      23  JULY  1962 


19 


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 
concerned. 

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  0  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 


RATING  LEVEL 

1962 

Over  20 

14% 

10-20 

58% 

Under  10 

27% 

NO.  PROGRAMS 

125 

AVG.  EVENING  RATING 

14.1 

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- 
cation. 

•  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 
Marketing. 

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- 
grams. 

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. 


22 


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! 


INDIANAPOLIS 

RADIO 


TIME-LIFE  BROADCAST  INC. 
Represented  Nationally  by  the  KATZ  Aoency 


SPONSOR 


2:'.  ,ii  i.v   L962 


23 


KR OH  is  TV  h  SF 


So*.  7z*a*cUca*LS  ate,  So&L  crtt  K£oM-TI/ 


KRON-TV  IS 

CALIFORNIA'S  #1 

TV  NEWS  STATION 

(MOS'  ^fcom^"onfPTRA      -S.F.  CHRONICLE  •  NBC  AFFILIATE  •  CHANNEL  4   •   PETERS,  GRIFFIN.  WOODWARD 


SPONSOR      •      23   .H  LI     1(,02 


+  SPON  SOR 

2  3      JULY      1962 


ftiiii  h^ 


A 


i     i 


NO  MORE  TURMOIL  IN  OIL? 

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 

CLIENT  FROM  TO 


Texaco 

C&W 

B&B 

Gulf  Oil  (TBA) 

Y&B 

EWR&R 

American  Oil 

Katz 

D'Arcy 

Shell  Oil 

JWT 

OBM 

Mobil 

Compton 

Bates 

Cities  Service 

Ellington 

L&N 

Clark  Oil 

T-L 

Greenfield  Ent. 

Union  Oil  of  Calif. 

Y&R 

SD&W* 

Tidewater  Oil 


■  Smock,    Debn  ti     A 


FC&B  unassigned 


but  oil  companies  have  not 

solved  numerous  problems! 


SPONSOR 


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 
gusher. 

•  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 


19G1   FIRST  QUARTER 

SPOT  NETWORK  TOTAL 


SPOT 


1962  FIRST  QUARTER 

NETWORK  TOTAL 


STANDARD  OIL  (N.J.) 

$  643,650 

$  34,588 

$  678,238 

$  678,840 

$  35,708 

$  714,548 

SOCONY  MOBIL 

244,440 

244,440 

413,350 

454,270 

867,620 

GULF 

74,260 

492,160 

566,420 

978,880 

1,182,791 

2,161,671 

TEXACO 

5,870 

3.209,844 

3,215,714 

479,240 

1,694,328 

2,173,568 

STANDARD  OIL  (IND.) 

439,570 

439,570 

479,910 

29,344 

509,254 

STANDARD  OIL  (CAL) 

74,790 

74,790 

87,940 

87,940 

SHELL 

14,490 

158,514 

173,004 

1,222,040 

835,699 

2,057,739 

PHILLIPS 

453,630 

453,630 

534,390 

534,390 

SINCLAIR 

15,000 

24,430 

39,430 

556,170 

556,170 

CONTINENTAL  OIL 

104,830 

104,830 

138,900 

138,900 

CITIES  SERVICE 

30,290 

30,290 

120,410 

120,410 

SUN  OIL 

561,830 

561,830 

253,500 

424,778 

678,278 

PURE  OIL 

132,040 

132,040 

20,100 

20,100 

TIDEWATER 

13,430 

13,430 

7,400 

7,400 

ATLANTIC 

407,460 

407,460 

281,040 

281,040 

TOTAL 


$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. 

Radio, 

it   is    estimated, 

will    get    more    than    $30    million    from    gas   oil    in    this    year 

26 

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 
solutions. 

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*KAURoff 


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 


28 


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 
scries. 

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 
NBC.' 

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- 
touchables. 

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 
schedule. 

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  | 


SPONSOR 


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 

NO  LETUP  IN  WAR  OF  STAMPS 


^    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- 
grounds: 

•  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 


SPONSOR 


23  july  1962 


2 


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 
time. 

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 
down. 

•'!.  \  stamp  company  must  have 
major  chains  .1-  subscribers,  or  per- 
ish! 

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 


10 


SPONSOR 


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) 


HOW  ONE  RADIO  STATION 
CURBED  A  RATE  CHISELER 

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 
business." 

\\  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?  ^ 


SPONSOR 


23  jii.y  1962 


31 


the  timebuyer's  own 

coloring  book-for  fun 

between  campaigns 


KVIL  (AM  &  FM)  DALLAS,  TEXAS— "These 
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 ". 


32 


SPONSOR 


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. 


SPONSOR 


23  july  1962 


33 


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. 


^g^ 


34 


This  is  a  National  Time  Buyer. 
In  the  year  4000  everyone 
will  look  like  this. 


SPONSOR      •      23   JULY    1962 


HOW  TO  SPOT  A  TIMEBUYER  PRO 


^    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 


W 


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 
business. 

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  lli.il 
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: 


1. 

Tells  you  what  he  want-  and  what  the  budget  i-. 

2. 

Know  a  Station's  position  in  the  '"musical  spectrum"*  in  a  market. 

3. 

Is  hep  to  quirks  in  rate  card-. 

4. 

Is  aware  of  relationship  of  power  vs.  frequency. 

5. 

Buys  not  <>nl\  b\  numbers  but  what  he  think-  is  best  for  client. 

6. 

Is  willing  to  talk  about  campaign's  marketing  and  distribution  problems. 

7. 

Knows  rating  histories  oi  station-. 

8. 

Will  give  you  the  opportunity  to  make  a  -witch  pitch. 

9. 

Listens  to  all  pitches  and  -pice-  presentations  with  probing  questions. 

10. 

W  ill    give    rep   chance   to    improve    station    set- up   before  cancellation. 

Sl'ON-oi; 


23  july  l<;()2 


35 


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 
client. 

\  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 
presentation. 

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. 


2. 

Listens  to  you  but  doesn't  hear  you. 

3. 

\-k>  irrelevant  questions. 

4. 

Is  consumed  by  numbers  and  tends  to  hide  behind  them  in  decisions. 

5. 

[s  afraid  to  stick  his  neck  out  even  when  doing  mi  might  benefit  client. 

6. 

Tries  to  impress  you  with  his  importance — or  is  awed  to  meet  real  live  rep. 

7. 

Thinks  going  to  a  regular  hangout  for  lunch  i>  a  big  deal. 

8. 

Refuses  to  give  information  pertinent  to  l>uv   except  markets  and  length  oi  spots. 

9. 

Can't  be  bothered  with  switch  pitches. 

10. 

\\  III  wiggle  out  of  giving  straight  answer  to  why  he  didn't  buy  your  station. 

36 


SPONSOR 


23  july  1962 


SPECIAL  REPORT 


HOW  THE  NAB 
RADIO  CODE 
AIDS  ADVERTISERS 

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 
operation. 

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 


1. 
2. 
3, 


5. 


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 


M'ONSOR 


23  july  1962 


piUIIIII  llllllll Illi;illl!llllllli!llllllll!llllllllllllillllllllllllllllll!llllli:illllllllllllllllll!!l^         Illllllllllllll  IIIIIIIIIIIIIIIIIIIIIIIIIIIII 

I        EXAMPLES  OF  5  BENEFITS 
CODE  GIVES  ADVERTISERS 

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. 


:!ll!fli!iill!l!lllll!l|l||l![!!llllllll!llllllll!llllllllllllll!llllill^ 


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 
word. 

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 


38 


SI'OXSOH 


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. 


IIIKII 


thai   for  the  first  time  the  radio  in- 
<l u>t i  \  Ikis  a  meaningful  program  of 

self-regulation." 

An  advertiser  might  justifiably  ask 
at  this  point.  "Exactly  what  is  wrong 
with  hemorrhoid  or  feminine  hygiene 
ads?" 

"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 
Office. 

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 
message. 

"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 


SPONSOR 


23  JULY  1962 


NAB 


^ 


X 


RADIO  CODE  of 
GOOD  PRACTICES 

of  the 

National  Association  of  Broadcasters 


I.  PROGRAM  STANDARDS 
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 
sources. 

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. 

COMMENTARIES  AND  ANALYSES.  Special  obliga- 
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 


Ml 


in  editorializing  depends  upon  willingness  to  expose  its 
convictions  to  fair  rebuttal. 

Station  editorial  comment  shall  be  clearly  identified 
as  such. 

TREATMENT  OF  NEWS  AND  PUBLIC  EVENTS. 
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. 


I 


SPONSOR 


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 
istener; 
Disrespectful  portrayal  of  law    enforcement: 
The  portrayal  of  suicide  as  a  satisfactor)    solution  to 
m\    problem. 


196 


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, 


Illllllll!llllllllllllllllllllll!!!l!l!llllllllllllll!!lll!lllllllllllllll!lllll!llllllllll!lll<i 


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 
subscriber. 


41 


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- 
ployed. 

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. 

II.  ADVERTISING  STANDARDS 

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 
2:10 
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  ■!(>) 


' 


12 


sI'ONSOK 


23  july   196.1 


Media  people: 

what  they  are  doing 

and  saying 


TIMEBUYER'S 
CORNER 


I 


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 


HERE'S 


Know  every  campaign  in  the 
market . . .  and  make  calls  on 
accounts  and  agencies  long 
before  the  buys  are  made. 


WHAT 


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. 


YOUR 


Know  the  rating  position  of 
every  station  in  the  market 
and  develop  research  data 
that  produces  billing. 


REP 


Know  the  coverage  pattern 
of  every  station  in  the  mar- 
ket... and  the  results  of  ac 
ceptable   coverage    studies. 


SHOULD 


Call  on  account  sales  man- 
agers and  agency  research 
directors  to  get  your  market 
added  to  the  list. 


DO 


Make    the    calls    day    after 
day.  and  get  the  business. 


The  door  is  always  open... 


bob  dore 

ASSOCIATES 

RADIO-TV  REPRESENTATIVES 

11  WEST  42nd  STREET 

NEW  YORK    36.   N.  Y. 


I 


Broadcasters — 


Advertisers— 


Agencies- 


IF  YOU  NEED  A 
LONG-TIME    SPECIALIST    IN 


Sales  Promotion 

Advertising 

Copywriting 

Publicity 

Research 

Direct  Mail 

Public  Relations 


THIS   MAN   CAN   BE  AN  ASSET 
TO  YOUR  ORGANIZATION 


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- 
motion. 

...Thorough   knowledge  of  media 
research. 

. . .  Administrative  experience. 

. . .  Knows  all  phases  of  advertising 
production. 

. . .  Age:  40. 


LET'S  TALK— SEE  IF  THIS 
MAN   DOESN'T  BELONG 
IN  YOUR   ORGANIZATION 

write:  SPONSOR,  Box  320  Today 

11 


TIMEBUYER'S 
CORNER 


{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  advertisers1  marketing  problems 
ami  objectives,  and  provide  our  clients  with  a  concrete  basis  for 

our  campaigns."  ^ 


SPONSOR 


2A  .ii  i.v    1902 


Capsule  case  histories  of  successful 
local  and  regional  television  campaigns 


TV  RESULTS 


BEVERAGES 

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 


TRAILERS 

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 


DRUGS 


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 


KITCHEN  APPLIANCES 

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 


SPONSOR 


23  JULY  1902 


RADIO  CODE 

(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: 


46 


a)  The  advertising  of  hard  liquor  shall  not  be  ac- 
cepted. 

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 
hygiene. 

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- 
stitutes. 

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- 
able. 

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 
public. 

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. 


SPONSOR 


23  jm.v    196? 


OIL  PROBLEMS 

(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 
said. 

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 


GILL  TELLS  REASONS  K-EZY 

SUBSCRIBES  TO  NAB  CODE 

B)   CLIFF  GILL 

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 
Code. 

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 


-i'u\-oi; 


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  newr  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 


^ 


n 

4 

J 


CHANGE  "NAB"  TO  "KLZ"  AND 

YOU  HAVE  AN  ACCURATE 

STATEMENT  OF  THE  POLICY 

AND  PRACTICES  OF  KLZ  RADIO-FOR 

WE  HAVE  BEEN  OPERATING  ON  THESE 

HIGH  STANDARDS  FOR  YEARS  AND  YEARS  AND  YEARS! 

560  First  On  The  Dial 

P.S.  YEAR  IN  AND  YEAR  OUT 
OUR  REVENUE  (AND  RATING) 
PICTURES  INDICATE  IT  MAKES 
JUST  PLAIN  GOOD  BUSINESS 
SENSE  TO  DO  SO.' 

LEE  FONDREN 

STATION   MANAGER 

&  DIRECTOR  OF  SALES    Represented  by  the  Katz  Agency 


K  LZ '»??  i° 


CBS  IN   DENVER 


in 


spoNSOH 


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  0    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  \  .  ^ 


ONE  BUY! 

FOUR 

MARKETS! 


walb-tv 

ICH.IO-ALBANY.GA 


•  ALBANY 

•  DOTHAN 

•  TALLAHASSEE 

•  PANAMA  CITY 


GRAY  TELEVISION 


Raymond  E.  Corow 
General  Manager 


wjhg-tv 

lCH.7-PANAMACITY| 
FLA. 


366,000 
TV  HOMES 

•  ARB.    Nov.     61 

One  buy— one  bill— one 

clearance! 

Or  stations  may  be  bought 

individually  for  specific 

markets! 

Represented  nationally  by 
Venard,  Rintoul,  McConnell,  Inc. 
In  the  South  by  James  S    Ayers  Co 


SPONSOR      •      23   JULY  1962 


49 


TRADING  STAMPS 

(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 
used. 

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- 
holds. 

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  21  -^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 


50 


-i'o\s(m 


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 

Hon." 

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.  ^ 

SPOTTING  A   PRO 

{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 
areas. 

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 

-ale-. 

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.  ^ 


...to  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. 


KFMB 
RADIO 

SAN  DIEGO 


AoMamtiMni  /e&iHAi&rv  C3<Mp&ta&&tv 


Represented  by 


•    •    A    «         C    ■ 


380    MADISON    AVENUE      .      NEW   YORK    17.  NEW   YORK 


SPONSOR 


2:5   JII.Y    1%2 


5I 


SPONSOR 
WEEK 


Advertisers 


WRAP-UP 


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 
line. 

Campaign  on  behalf  of  the  new 
additions  begins  on  6  August  with 
network  daytime  tv  the  mainstay. 

Agency  is  Needham,  Louis  & 
Brorby. 

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 


52 


M'UXMil; 


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. 

PEOPLE  ON  THE  MOVE:  Evan  Wil- 
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- 
sion. 


Agencies 


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 


tVV'^lHBWBIlj 


MViSWUQOC 


OUTDOOR  SPECTACULAR— One  of  several 
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 


SPONSOR 


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 
are: 

1).  a   Video-meter  that  records  tv 


YOU'RE  ONLY 

HALF-COVERED 

I  \  IN  NEBRASKA 


IF  YOU  DON'T  USE 
KOLN-TV/KGIN-TV! 


AVERAGE  HOMES 
MONDAY  THROUGH  SUNDAY 

March,   1962   ARB   10:00  P.M. 

KOLN-TV   KCIN-TV     69,200 

Omaha   "A"    59,100 

Omaha    "B"    52,700 

Omaha    "C"    42,200 


ahe  .ih/frei  J/'/a/tfJtM 


Will    GRAND  KAPI0S 

WJIMM    CRAN0  RAPIOS-KALAMAZOO 

WWTVIM    CAOIUAC 


/KCIK-TV    GRAND  ISLAND,  NCR. 


. . .  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 
markets. 

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 


K0LNTV  KGINTV 


CHANNEL  10  •  316.000  WAITS 
1000   FT.   TOWt» 


CHANNEL   11    •    316  OOP  WATT] 
106?  H.  TOWER 


COVERS   LINCOLN   LAND  — NEBRASKA'S   OTHER   BIG  MARKET 
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. 

PEOPLE  ON  THE  MOVE:  Henry  P. 
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 


54 


SPONSOR 


23  july  1962 


23  JULY   1962 

Copyrlfht    IM2 

SPONSOR 

PUBLICATIONS  INC. 


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


WASHINGTON  WEEK 


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 
sold. 

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 


55 


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


SPOT-SCOPE 


23  JULY  1962 

Copyright  1962 

SPONSOR 

PUBLICATIONS  INC. 


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. 

SPOT  TV  BUYS 

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. 


56 


SPONSOR 


23  july  1962 


v 


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. 

SPOT  RADIO  BUYS 

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 
grounds. 

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 


SPONSOR  HEARS 


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: 

NAME  TITLE  AT  CBS  TV 

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. 


58 


SPONSOR      •      23  JULY   1962 


WRAP-UP 

[Continued  jrom  page  54) 

Associations 

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. 

PEOPLE  ON  THE  MOVE:  Phil  Dean, 

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 
earlier. 

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. 

PEOPLE  ON  THE  MOVE:  John  H. 
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 


M'ONSOR 


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 
Sales. 

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 
findings: 

•  radio  showed  33.1%  more  total 
impressions. 

•  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 


59 


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 


GENERAL  MANAGER  and  Ex- 
ecutive Officer  with  successful 
sales  background  as  well  as  tre- 
mendous program  experience  in 
radio  and  tv  is  seeking  a  new 
challenge. 

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 
agency. 

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. 

PEOPLE  ON  THE  MOVE:  Russell  G. 
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- 
ment. 

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." 


Networks 


MBS  has  set  up  a  Los  Angeles  news 
bureau  at  KHJ  headed  by  Alan 
Mahl. 

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. 

PEOPLE  ON  THE  MOVE:  Daniel  Mel- 
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. 

Representatives 

Bill  Creed  Associates  will  rep  a  new 
network  of  five  stations  in  New  Eng- 
land. 

Affiliates  of  the  new  group — The 
Granite  State  Network  of  New  Hamp- 
shire—  are  WFEA,  Manchester, 
WWNH,    Rochester,  WLNH,   Laconia, 


60 


SPONSOR 


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. 

PEOPLE  ON  THE  MOVE:  N.  Arthur 
(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. 


Film 


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. 

RADIO  •  TV  •  NEWSPAPER  BROKERS 
NEGOTIATIONS  •  FINANCING  •  APPRAISALS 


WASHINGTON,  D.  C     CH7CAGO 


ATLANTA 


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 


BEVERLY   HILLS 

Bennett   Larson 
Colin   M.   Selph 
Calif.    Bank    Bldg 
94-11    Wilshire    Blvd. 
Beverly    Hills.    Calif. 
CRestvicw   4-2770 


sponsor     •     23  .hi.y  1962 


61 


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 
cause. 

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. 

PEOPLE  ON  THE  MOVE:  Alice  Lim- 
peris  has  been  named  to  fill  the  new- 
ly-created position  of  public  service 
coordinator  at  WXYZ-TV,   Detroit. 

Equipment 

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 
KENS-TJ' 
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 

Hollywood 


<>L> 


*ri)\s(ii;      •      23  .n  l."i    1(>o2 


Why  it  pays 

to  advertise  your  station 

in  a  broadcast  booh 


YOU   PINPOINT  YOUR   BEST   PROSPECTS 


I 


n  a  field  where  a  select  group 
of  people  really  buys  national 
time  you  look  for  the  specialized 
broadcast  book  to  carry  your  ad 
message. 

One  reason  is  the  logic  of  mak 
ing  your  impression  where  the 
interest  is  greatest.  Broadcast 
books  are  tailormade  for  people 
involved  with  tv  radio  advertis- 
ing matters. 

Another  is  economy.  Ask  your 
national  representative.  He'll 
tell   you  there  are  only  several 


thousand  readers  worth  spending 
money  to  reach  with  your  ad 
message.  The  books  that  offer 
box-car  circulation  figures  also 
offer  higher  page  rates  and  high- 
ly diffused   readership. 

In  a  nutshell,  specialized  trade 
books  run  rings  around  non-spe- 
cialized books  in  ability  to  target 
a  specialized  audience  in  prac- 
tically any  field. 

The  broadcast  advertising  held, 
which  has  some  outstanding 
books,  is  certainly  no  exception. 


a  service  of 


S    P    O     N     S     O 


SPONSOR 


23  jlly   1962 


WHAT  ARE 
YOUR 

PHOTO 

REQUIREMENTS? 


"HADIBUTKNOWN" 


w. 


hen  we  show  a  prospective  client 
just  a  few  samples  of  our  publicity 
photography,  he  more-than-likely  ex- 
claims, "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? 


lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll! 

BAKALAR  COSMO 
PHOTOGRAPHERS 

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


64 


MAKERS 


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. 


recoxenn:. 


Irom 


accounts 


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. 


SPONSOR 


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 


rBuch  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.  ^ 


SPONSOR 


23  jily  1962 


SPONSOR 


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 
broadcasting. 

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 


66 


lO-SECOND  SPOTS 

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 
exercising. 

"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."" 


SPONSOR 


■2A  .111.1    1961 


■  J-'-i 


one  radio 

station  in 

the  nation's 

top  ten  markets 

surpasses  all 

others  in 

weekly  penetration 


"THE  VOICE  OF  ST.  LOUIS" 


*  Cumulative  Pulse,  1962 


KMOX  Radio  is  a  CBS  Owned  station  represented 
nationally  by  CBS  Radio  Spot  Sales 


a 


\  "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 


WROC 

ROCHESTER,  N.Y. 


5 


TV 

CHANNEL 

BASIC   NBC 


JMW "■■■■  «■■■■■■■  ...   r 


«2_**kl 


DECEIVED 


SPONSOR 

ME  WEEKLY   MAGAZINE   RADIO  TV   ADVERTISERS   USE 


30  JULY  1962— 40c  a  copy  /   $8  a  year 


DETROIT  OUTLOOK 
—  '62-'63  auto  season 
promises  100  million  to 
radio  tv  in  drive  for 
record  year  D  25 

MEDIA  RESEARCH 
— Many  top  agencies 
wouldn't  be  without 
media  researchers  — 
here's  why  n  30 


AWARD  WINNING 


3  AP  AWARDS  4  N.P.P.A.  AWARDS 


KPRC  and  KPRC-TV  won  three  awards 
recently  at  the  1962  meeting  of  the 
Texas  Associated  Press  Broadcasters 
Association. 

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. 


REPRESENTED   NATIONALLY   BY   EDWARD   PETRY   &   CO. 


feather 


in 


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. 


WJBKTV 
DETROIT 


MILWAl  KEE 

urn  tv 

CLEVELAND 

Wjw  TV 

ATLANTA 
WAGA-TV 

DETROIT 
WJBK-TV 

TOLEDO 

wspd  rv 

NEVt    \t>Rk 
\\ll\ 

/  MPORTANT  STATIONS 
IX  IMPORTANT  MARKETS 

MIAMI 

w(;bs 

CLEVELAND 

WJW 

LOS  ANGE1  is 
RGBS 

DETROIT 

WJBK 

TOLEDO 

WSPD 

PHILADELPH]  \ 

\\  1 BG 

STORER 

BROADCASTING  CQNIMNY 

S  I  OKI  K    I  I  I  EVISION  SA1  ES,  INC.,  rej  resentmtives  lor  .ill  Storer  television  stations 


we  turned 


them  away 

at  Midnight 


on  the  RED  BENSON  SHOW 

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 


THE  STATION  OF  PERSONALITIES 


WPEN 


PHILADELPHIA 


Represented  nationally  by  GILL  PERNA  INC.,  New  York 


M'ONSOK 


olt  ,H  L\    1%2 


SALES 

SOUND, NGS 

THAT   MEAN    DEEPER 
MARKET   PENETRATION 

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 
ORDERS. 

Test  #2.  Captain  Eleven,  live  personal- 
ity favorite,  offered  youngsters  an  Astro- 
naut Chart  for  35  cents.  RESPONSE: 
4,496  MAIL  ORDERS. 

Test  #3.  Weatherman  Leo  Hartig  of- 
fered adults  a  "Weatherama"  home 
weather  station  for  #1.  RESPONSE: 
9,700  MAIL  ORDERS. 

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! 

CBS  •  ABC 

kelQland 

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 


SJEBS 


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 

SPONSOR 

THE  WEEKLY   MAGAZINE  TV/RADIO  ADVERTISERS   USE 


ARTICLES 

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 

Roland. 


. 


©  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 


SPONSOR 


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. 


WTIC  TV  3/AM/FM 


Hartford.  Connecticut 

WTIC-TV     IS     REPRESENTED     BY     HARRINGTON,     RIGHTER    &    PARSONS.    INCORPORATED 

WTIC     A  M  -  F  M     IS     REPRESENTED     BY     THE     HENRY     I.     CHRISTAL     COMPANY 

[SPONSOR      •      30  .11  LI    1(H>2 


WGAL 


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. 


TV 


Channel  8* Lancaster,  Pa.* NBC  and  CBS 


Representative:  The  MEEKER  Company.  Inc. 


New  York  •  Chicago  •  Los  Angeles  •  San  Francisco 


STEINMAN  STATION 
Clair  McCollough,  Pres. 


M-oNxm 


30  .11  L\    1(K>2 


30  July  1962 


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


SPONSOR-WEEK 


A-C  AIMS  AT  $200  MIL 

Alberto-Culver's  goal  by  1964  is  $200  mil.  annual 
sales,-  to  spend  $30  million  in  tv  in  1962-63  season 

Chicago: 

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, 
Revlon. 

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  60-70r  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. 


SPOT  SELLERS  MIX 
WITH  DU  PONTERS 

Wilmington: 

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- 
vited. 


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 
Sugg. 

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 
level. 

\\  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 
week. 


NBC  TV  WRITES  $1.4  MIL 

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 
Consequences. 

Incidentally,  NBC  TV  estimates 
that  its  June  daytime  came  to  $10.7 
million,  only  a  few  million  below  the 
record  set  this  May. 


SPONSOR 


30  july  1962 


SPONSOR- WEEK/30  July  1962 


WINS  NAMES  OLDS 
AS  GEN'L  MGR. 

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 
broadcasting, 
Drilling  was 
general  man- 
ager of  WJW- 
TV,  Cleveland, 
for  the  past 
year,    and    fof 


eight      years 


Drilling 


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. 


PEARSON  UPPED  AT  ITC 

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 

Chicago: 

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. 
Gillogly. 


TONIGHT'  S.R.O.  FOR 
CARSON  ENTRY 

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. 


8 


Sl'ONSOK 


30  JULY   1962 


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1, 

*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. 


SPONSOR 


30  juxy  1902 


SP0NS0R-WEEK/30  July  1962 


MBS  ELECTS  THREE 
AS  NEW  DIRECTORS 

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 
re-elected 
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 
presidency 
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- 
ment. 

10 


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 
view. 

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  NAMES  C-M 

Duluth: 

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. 
Wayne. 


SCALPONE  TO  HEAD 
LA  ROCHE  ON  COAST 

Alfred  Scalpone  has  been  named 
executive  vice-president  of  C.  J.  La- 
Roche  in  charge  of  the  West  Coast 
office. 

Scalpone's  most  recent  assign- 
ment was  as 
v.p.  in  charge 
of  CBS  TV  pro- 
grams in  Hol- 
lywood. He 
was  with  Mc- 
Cann-Erickson 
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 
Americr. 


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 


* 


389,890 

RADIO 
HOMES 


r  u 


0^ 


WSUN 


LARGEST 

NIELSEN  COVERAGE 

ON   FLORIDA'S 

WEST  COAST 


AND  .  .  .  more  advertisers  are  in- 
vesting more  dollars  on  WSUN 
radio  than  at  any  time  in  our 
35 -year  history! 


FLORIDA'S    CLEAR   SIGNAL     STATION 
5KW       620  KC 


radio 
62 


Broadcasting  24  hours  daily! 
TAMPA-ST.  PETERSBURG 

National  Representatives: 

VENARD.  RINTOUL  &  McCONNELL 
Southeastern  Representative     JAMES  S    AYERS.  Inc. 


by  John  E.  McMillin 


Commercial 
commentary 


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- 
line "SURVEY  SHOWS— OUT  OF  EVERY  100  COLLEGE  MEN, 
100  TAKE  BATHS." 

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) 


12 


SPONSOR 


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 


STATIONS    f 


Owned  and  Operated  by  The  Detroit  News 
SPONSOR       •       30   JULY    1962 


National  Representatives:  Peters,  Griffin.  Woodward,  Inc. 

13 


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 
WLOM  (FM) 
Chattanooga 

You  are  to  be  congratulated  on 
the  fine  article  on  fm.  It  is  the  most 


S         j 


Remarkable 

SfcrWX 


STIR 
UP 
SALES 


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 
programing. 

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. 

WHFS  (FM) 

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, 
KFMM. 

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 
Tucson 

\\  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 
KXTR   {FM) 
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 
Game? 

C.  C.  Johnson  Spink 
vice-president 
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 

Minneapolis 

►  Copies  of  SPONSOR'S  40-Year  Pioneer  Radio 
Album  are  availab'e:  $1  for  soft-cover  and  $5 
for  hard-cover  editions. 


14 


COBRE 

DISTRIBUTORS 

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 


HERE'S 


Know  every  campaign  in  the 
market... and  make  calls  on 
accounts  and  agencies  long 
before  the  buys  are  made. 


WHAT 


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. 


YOUR 


Know  the  rating  position  of 
every  station  in  the  market 
and  develop  research  data 
that  produces  billing. 


REP 


Know  the  coverage  pattern 
of  every  station  in  the  mar- 
ket... and  the  results  of  ac- 
ceptable coverage   studies. 


SHOULD 


Call  on  account  sales  man- 
agers and  agency  research 
directors  to  get  your  market 
added  to  the  list. 


DO 


Make    the    calls    day    after 
day,  and  get  the  business. 


The  door  is  always  open... 

bob  dore 

ASSOCIATES 

RADIO-TV  REPRESENTATIVES 

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!  ^ 


L6 


SPONSOR 


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! 


WHO 


for  Iowa  PLUS ! 


Des  Moines  .  .  .  50,000  Watts 


NBC  Affiliate 


WHO  Radio  is  part  of  Central  Broadcasting  Company,  which  also  owns 
and    operates    WHO-TV,     Des    Moines;    WOC    and    WOC-TV,     Davenport 


-.' 


Peters,  Griffin,  Woodward,  Inc.,  Natinn.il  Refiresenlalites 


SPONSOR      •      30  .11  l.Y    1962 


Interpretation  and  commentary 

on  most  significant  tv/ radio 

and  marketing  news  of  the  week 


SPONSOR- SCOPE 


30  JULY   1962 

Copyright   196: 

SPONSOR 

UBLICATIONS  INC. 


The  insurance  field  has  certainly  gone   hogwild    in   its   consumption    of    tv   this 
fall. 

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: 


COMPANY                                                        NETWORK 

PROGRAMING 

Etna  Casualty                                  CBS  TV 

Sports 

Kemper                                           NBC  TV 

Evening  News 

Uberty  Mutual                               ABC  TV 

Sports 

Institute  of  Life  Insurance             NBC  TV 

Specials* 

AllState                                          CBS  TV 

The  Defenders 

State  Farm                                       CBS  TV 

Jack  Benny 

Insurance  Co.  of  North  Amer.       ABC  TV. 

NBC 

TV 

Feature  film  participations 

Nationwide                                    ABC  TV 

Howard  K.  Smith 

Metropolitan                                   CBS  TV 

News 

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 


19 


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 
fashion. 

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- 
cials. 

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 


962 


NBC   TV 

ABC   TV 

SATURDAY   NIGHT   MOVIES 

HOLLYWOOD  SPECIAL 

19.0 

17.4 

9,119,000 

8,526,000 

$3.60 

S3.82 

16.0 

Not  started 

7,856,000 

Not  started 

$2.92 

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: 

FACTOR 

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: 

ADVERTISER  SEGMENT  NO.  MARKETS 

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- 
ates. 

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: 


PROGRAM 

WINTER  PRICK                                       SUMMER  PRICE* 

Say  When 

$10,000                                         .«  7,998 

Play  Your  Hunch 

13,200                                          10,560 

Price  Is  Right 

17,400                                          13,920 

Concentration 

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 


MOWSffi  I  TRAP 


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!  "^^^ 


NOW'S  THE  TIME  TO  GET  GROWING  IN  A  GROWING  AMERICA! 


SPONSOR 


30  jriA   1()(»2 


23 


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. 


WBTW 

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 


SPONSOR 

30     JULY     1962 


Seven  million  motor  car  sales  predicted 
$70  million  will  go  into  television  campaigns 
$30  million  will  be  allocated  to  radio 


SPONSOR 


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. 


25 


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 


SPOT  TV* 

1st  Q  61  1st  Q  62 


American  Motors 

450,630 

598,820 

Chrysler  Corp, 

299,760 

746,860 

Ford  Motor  Co. 

905,180 

1,003,450 

General  Motors 

962.810 

1,201.190 

Studebaker-PackarrJ 

462.360 

24,460 

Kaiser-Jeep 

Category 


3.233,000    3.749.000 
16,0% 


NETWORK 

1st  Q  61 

TV** 

1st  Q  62 

1.800.964 

640,010 

2,589.720 

4,088,343 

4.703,862 

4,810,005 

531,047 

478.891 

347,392 

9.580.719    10,416.797 
8.7°; 


TOTAL 

1st  Q  61 

1st  Q  62 

450,630 

598,820 

2,100,724 

1,386,860 

3,494,900 

5,091,793 

5.666,672 

6,011,195 

452,360 

555,507 

478,891 

347,392 

12.813.719    14.165.797 

io.6°; 


I    BAB 


I 


26 


SPONSOR 


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 


AUTOMOTIVE  INDUSTRY'S 
NEW  MODELS  IN  TV  COLOR 


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- 


SPONSOR 


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 
color. 

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 
year. 

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. 


27 


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- 
velopment. 

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 
time. 

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 


Advertiser 


Advertising  executives 


Agency 


Account  executives 


Media  executives 


Timebuyers 


General  Motors 

BUICK  MOTOR  DIV. 

Buick 

Buick  Special 


Gerald  M.  Millar— 
Dir.  Mdsg.  Dept. 


McCann-Erickson, 
Detroit 


E.  McCord  Mulock,  Jr.    Kelso  M.  Taeger, 
— VP-Mgmt.  Svc.  VP-Media   Dir. 

Dir. 


Judy  Anderson 


CADILLAC  MOTOR  DIV. 
Cadillac 


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 

Super. 


OLDSMOBILE  DIV. 
Oldsmobile 


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  MOTOR  DIV. 
Pontiac,  Tempest 


John  F.  Malone— Adv.    MacManus,  John  &   Colin  J.  John— VP-AE   Ray  Reiss— Media      Richard  Shepp: 
Mgr.  Adams,  Detroit  Dir. 


Sfudebaker-Packard 

Studebaker 


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. 


.!> 


SPONSOR 


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 


Advertiser 


Advertising  executives 


Agency 


Account  executives 


Media  executives 


Timebuyers 


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 
exec.) 


r%  Corp, 

IHRYSLER  DIV. 


James  L.  Wichert — 
Dir.  Adv. 


Young  &   Rubicam,  J.  J.  Serigny— VP-AS 
Detroit 


Thomas  R.  May- 
nard,  Jr. — Dir. 
Media  Relations 


Calvin  Nixon 


I0DGE  DIV. 


Arnold  C.  Thompson—    BBDO,  N.Y.,  Detroit   Robert  E.  Anderson— 
Dir.  Adv.  VP,  Det. 


James  Nance — 
Med.  Dir.,  Det. 


Woodruff  (Woody) 
Crouse — Detroit 


fLYMOUTH  DIV. 


William  A.   Hammond 
— Mgr.  Adv. 


N.  W.  Ayer  &  Son,  R.   T.   OReilly-VP, 
Phila.,  Detroit  Det. 


Bill  Kane — Media- 
Super.  Phil. 


Mrs.  Billie  Farren- 
Phil. 


Motor 

ORD  MOTOR  DIV. 


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 


INCOLN-MERCURY   DIV. 


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 


SPONSOR 


30  JULY  1962 


29 


These  are  the  duties  of  media  research  at  four  agencies 


McCANN-ERICKSON,  NEW  YORK 

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 
services. 

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. 

NEEDHAM,  LOUIS  AND  BRORBY,  CHICAGO 

1.  Appraise  media  studies  provided  by  the  various 
media. 

2.  Work  with  published  sources,  i.e.,  Nielsen,  ARB, 
Pulse. 

3.  Study  competitive  account  activity. 


LEO   BURNETT,  CHICAGO 

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," 
etc. 

4.  Serve  as  the  agency  training  ground  for  all  non-writ- 
ing personnel. 

YOUNG  &  RUBICAM,  NEW  YORK 

1.    Analyze    existing    research   data    for    use    in    media 

planning. 

2   Conduct  its  own   media   research   projects,  such  as 

the  fm  radio  measurements  used  by  Media  Programers 

— QXR  network  in  recently  released  studies. 


LITTLE-KNOWN  BUT  MOST  IMPORTANT 

AGENCY  MEDIA 


^    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 


W 


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 


with. 

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 


SPONSOR 


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  housewives1  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 
overs. 
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 


%v 


»* 


A 


Jack  Green.  JWT 


Edward  I.  Barz.  FC&B 


SPONSOR 


30  july  1962 


31 


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 
it. 

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 


32 


^ 

» 

j 

!i 

Dr.  Sheng  Sun.  Post, 

Morr, 

Gardner 

SPONSOR       • 

30 

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  4in  season' 


I 


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 
inflection. 

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 
things? 

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- 
phisticated. 

He:  I  know,  then.  To  you,  I  epito- 
mize the  connoisseur,  the  man  who 
appreciates  the  extraordinary,  the 
individual. 

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? 


PONSOR 


30  JULY   1962 


33 


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 
il. 

"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 


34 


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 
line." 

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 
$40,000. 

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- 
mercials. 

"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. 


SPONSOR 


30  .iuly  1962 


LATE  NIGHT  TV  IN  HIGH  GEAR 


^     $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 
1961. 

<  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 
$10,724, 

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 

$991,700. 


What  the  top  five  late  night  sponsors  spent  in  spot   network 


NET 


TOTAL 

1st  qtr.  *61  1st  qtr.  62 


LATE   NIGHT 

1st  qtr. '61  1st  qtr. '62 


°'o  LATE 
NIGHT 

'62  only 


Sun  Oil 

0 

424,778 

0 

422,870 

99.6 

P.  Lorillard 

2,663,048 

3,358,395 

334,582 

392,319 

11.7 

Bcoch-lVut  Life  Savors 

1,926,020 

3,229,478 

168,702 

301,820 

9.3 

Mogon   David  Wine 

98,038 

206,714 

0 

206,714 

100.0 

442,099 

465,339 

137,184 

202,956 

43.6 

SPOT 

Procter  «V  <>amhlo 

12,167,300 

16,528,700 

3,657,500 

4,927,300 

29.8 

Lever  Kr others 

5,442,200 

6,599,300 

1,630,800 

1,564,600 

23.7 

Colgate-Palmolive 

4,156,500 

5,244,200 

1,035,200 

1,166,100 

22.2 

Bristol-Myers 

2,483,000 

3,324,600 

812.400 

1,078,100 

32.4 

\lhcrto-t  ulvcr 


711,100 


1,998,400 


314,400 


1,049,700 


52.5 


•ugh 
LATE   NIGHT   gross  time   billings   of    leading    advertisers    rose    during   the    first    quarter    of    I962    as    compared    with    the    same    period    in     I96I 


SPONSOR 


30  July  1962 


35 


uoniiiiiiiniiiiiiiiiniiiiiiiiiiiiiimiiiiiiiiiiiiiiiiM 

%  tv  homes  viewing 
tv  11  p.m.-12  midnight 

Family  size 


1-2 

22.8% 

3-4 

33.3 

5+ 

35.0 

Age  of  head  of  house 

Under  40 

35.4 

40-54 

31.3 

55+ 

24.7 

Age  of  housewife 

Under  35 

37.3 

35-49 

33.1 

50+ 

25.4 

Age  of  children 

Any 

33.6 

Any  under  6 

36.6 

Any  6-11 

33.4 

Any  12-17 

31.5 

Family  income 

Under  $5,000 

25.2 

$5,000-$7,999 

33.7 

$8,000+ 

29.8 

Education  of  head  of  hou 

se 

Grade  school 

25.5 

1-3  yrs  H.  S. 

30.5 

4  yrs.  H.  S. 

35.0 

1  or  more  yrs.  college 

30.0 

Occupation  of  head  of  ho 

use 

Prof.  &  white  collar 

31.8 

Skilled 

34.3 

Farm  &  unskilled 

30.0 

Ret'd.  &  unemployed 


Source:    \    I  J        Mai    '62 


22.9 


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 
Clorox. 

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* 


HOW  ARE 


^  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 
processing. 

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- 
ture. 

A  third  company,  Broadcast  Bill- 
ins;  Co.,  (now  under  SRDS  Data, 
Inc.)  is  now  operating  as  what  it  calls 


36 


SPONSOR 


30  july  1962 


SPOT  PAPER  SYSTEMS  WORKING? 


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 
20rr  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 
45,2rr  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 


SPONSOR 


30  july  1962 


37 


Jli:illl!ll!!:illllJIIIIIIIIIIIIIIIIIIII!lll!lllll!![lllll[lliH  Jllllllllllllllllllllllillj 

Time  agency  saves  with  centralized  system 


1.    Minutes  to  entei 

the  order 

Before 

After         Saved 

AGENCY 

20.95 

9.70        53% 

REP 

20.05 

10.35        48% 

STATION 


18.70 


9.25 


50% 


2.    Minutes 

for  bill 

ing  invoice 

Before 

After        Saved 

AGENCY 

9.45 

.108       99% 

REP 

66.35 

6.48         94% 

STATION 


6.33 


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. 

|[!!i!!!!l!!!!lll!!llll[lll!!l!!!ll!l!!lllli!l!EIII!!!H 


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 
20. 


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 
mid-September. 

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  I1).")!!.  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 


.;:; 


SPONSOR 


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- 


time. 

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 


SPONSOR 


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- 
ers. 

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- 
ers. 

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-. 

39 


YOU'RE  RIGHT-THIS  RESEARCH 
WAS  DONE  BY  A  NEWSPAPER! 


Intelligence 


RADIO 


TELEVISION 


NEWSPAPERS 


Morality 


35 


r-""" 


RADIO 


18 


TELEVISION 


71 


i 
1 


NEWSPAPERS 


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. 


■UIUII 


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 
Friday. 

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  9r<  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 
radio. 

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) 


v 

: 


in 


SPONSOR 


30  july  1962 


WHAT  TV  WILL  BE  LIKE  IN   1970 


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 


SPONSOR 


30  july  1962 


41 


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 
term. 

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 
1970. 

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- 
sumption. 

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 


42 


SPONSOR 


30  JULY  1962 


Media  people: 

what  they  are  doing 

and  saying 


TIMEBUYER'S 
CORNER 


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 

JJrnrlamatunt 


$r  it  kiuutm  that: 

//vfjen    Uivnuf    \icfc    to 

SCanaaa  (Lxh\ 

One   ^    <Weff 


c    tO    • 

to    make    v*_  no  5 


k_Hcao 


uarters 


at    i§e 

IKiSffi 

K<xsth 

J\ome   of      Ac   ^wf^e 


KUDL 


Irv.  Schwartz 
V.P.&Gen.Mgr. 


SPONSOR 


30  july  1962 


13 


TOBACCO  NETWORK  HAS 

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CHATTANOOGA 

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*  *  l.  i  »      *-  r 


TIMEBUYER 
CORNER 


(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.  ^ 


44 


SPONSOR 


30  july  1962 


DETROIT  OUTLOOK 

(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 

Mullen. 

\-  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- 
K. 

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-newr    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- 


45 


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 
broadcasting. 

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-- 
cently. 

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.  ^ 


MEDIA  RESEARCHERS 

(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- 
munication." 

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 
reached. 

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 
profiles. 

"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. 


46 


SPONSOR 


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 
usage. 

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. 
etc. 

"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,  inexpensive7  We  take 
orders  of  all  sizes. 

Souice   U   5 


WINSTON -SALEM 


TELEVISION 
GREENSBORO       HIGH    POINT 


SPONsoi; 


30  jily  1962 


i: 


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- 
cago. 

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 
activity. 

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 
ncy. 

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- 
tives.") 

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 
potential. 

3.  Media  schedules.  Here,  he  re- 
vises media  budgets  according  to 
competitors'  budgets  in  specific  mar- 
kets. 

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, 
year-out." 

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. ^ 


SPOT  PAPER  SYSTEMS 

(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 
profit. 

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 
effectiveness. 


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 
lunch. 

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) 


48 


M'llNMIIi 


30  JULY  1962 


IV hy  it  pays 

/&  advertise  your  station 

in  a  broadcast  booh 


BECAUSE  THE  TIMEBUYER  IS  KING 


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 
others. 

Buy  broadcast  books  to  give 
your  national  campaign  impact 
where  it  will  do  the  most  good 
...  at  least  cost. 


a  service  of 

SPONSOR 


sponsor     •     30  JULY  1962 


19 


SPONSOR 
WEEK 


Advertisers 


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 
sponsoring. 

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 


WINNING  PITCHER  Jack  Lee  (I)  WPRO 
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 


:,i) 


SPONSOR 


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 
moderator. 

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. 

PEOPLE  ON  THE  MOVE:  Joseph  W. 


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- 
cal. 


Agencies 


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 


ISPONSHK 


30  jiLY  1902 


invited  to  pitch  for  the  $6  million 
account. 

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. 

PEOPLE  ON  THE  MOVE:  Gloria  Ros 
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- 
right. 

Tv  Stations 

C.  Wrede  Petersmeyer,  Corinthian 
Broadcasting  president  did  some 
crystal-ball  gazing  on  the  implica- 
tions of  the  all-channel  set  legisla- 
tion. 

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- 
dium. 


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. 

PEOPLE  ON  THE  MOVE:  Robert  G. 
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. 


52 


SPONSOR 


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- 
waukee. 

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- 
bers. 

•  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  increase  of  70%  in  net  broad- 
casting income  .  .  .  Storer  Broad- 
casting reported  earnings  for  the  six 
months  ended  30  June  of  $1.48  per 
share  compared  to  82  cents  for  the 
same  period  of  1961.  Net  income 
for  the  first  six  months  was  $3,618,- 
366  vs.  $2,032,501  in  the  same  1961 
period.  Earnings  for  the  second 
quarter  of  the  year  were  $1,466,770 
or  60  cents  per  share. 

New  quarters:  WLIB,  New  York,  for- 
merly opened  its  enlarged  offices 
and  studios  at  310  Lenox  Avenue 
and  125th  Street. 

PEOPLE  ON  THE  MOVE:  Henry 
Gulick  to  account  executive  at 
WPAT,  New  York  .  .  .  Herb  Hum- 
phries to  news  director  and  Dick 
Kelsey  to  account  executive  a) 
WINZ,  Miami  .  .  .  Bennett  Scott. 
sales  manager  of  WIND,  Chicago 
has  resigned  .  .  .  Irving  Kagan  to 
account  executive  at  WMCA,  New 
York  .  .  .  Michael  Ruppe,  Jr.  to  pub- 
lic   relations    manager    and    Henry 


PONSOR 


30  july  1962 


Hirsch  to  advertising-sales  promo- 
tion manager  at  KYW,  Cleveland  .  .  . 
B.  J.  (Bob)  Rodgers,  III,  to  sales 
manager  of  WHIH,  Norfolk  .  .  .Dick 
French  to  production  manager  at 
WSPD,  Toledo  .  .  .  Frank  E.  Mullen, 
formerly  executive  vice  president 
and  general  manager  of  NBC  to 
president  of  AP  Managment  Corp., 
packager  and  producer  of  radio  pro- 
grams .  .  .  Mort  Silverman  to  presi- 
dent, Dr.  William  Barletta  to  vice 
president-treasurer,  Mrs.  L.  B.  Lee 
to  secretary  ,  Ray  Pilant  to  station 
manager,  Farrell  Bonner  to  program 
director  and  Jim  LeBoeuf  to  public 
relations-news  director  at  KMRC, 
Morgan  City  .  .  .  Roger  Stoner  to 
sales  manager  at  KYA,  San  Fran- 
cisco .  .  .  Elmer  Willrich  to  local 
account  executive  at  WIL,  St.  Louis 
.  .  .  Joseph  C.  Drilling  to  president 
of  Crowell-Collier  Broadcasting  Corp., 
effective  13  August. 

Kudos:  Individual  citations  were  pre- 
sented to  Cecil  Woodland,  general 
manager  and  Hugh  Connor,  program 
and  sales  manager  of  WEJL,  Scran- 
ton  for  cooperation,  service  and  as- 
sistance with  the  annual  Voice  of 
Democracy  contest  .  .  .  Sam  Serota, 
director  of  public  relations  for 
WPEN,  Philadelphia  has  been 
elected  president  of  the  local  Pub- 
lic Relations  Assn. 

Networks 

Estimated  net  operating  profit  of  AB- 
PT  for  the  second  quarter  of  1962 
reached  a  record  high  at  $2,511,000, 
or  57  cents  a  share. 

For  the  like  period  of  1961  it  was 
$2,269,000,  or  52  cents  a  share. 

Estimated  profit  for  the  first  six 
months  was  $5,553,000  or  $1.27  a 
share  as  compared  with  $5,694,000  or 
$1.31  a  share  for  the  like  period  of 
the  previous  year. 

For  the  first  six  months,  there  was 
a  net  capital  loss  of  $157,000  com- 
pared with  a  net  capital  gain  of  $6,- 
149,000  in  the  same  period  of  1961. 

Tv  sales:  NBC  TV's  "National  Foot- 
ball League  Highlights"  to  R.  J. 
Reynolds  via  Esty  and  Skill  Corp,  via 


53 


F&S&R,  selling  out  the  14-week 
series. 

Traveling  companion:  Listeners  va- 
cation bound  to  any  part  of  the 
country  can  take  with  them  a  cheer- 
ful and  compact  card  which  charts 
all  NBC  Radio  affiliates.  The  net- 
work reports  tremendous  response 
to  on-the-air  promotions  for  this  va- 
cation-listening guide. 

Kudos:  Thomas  Moore,  vice  presi- 
dent in  charge  of  ABC  TV,  has  been 
named  chairman  of  the  National 
Meetings  Planning  committee  for 
Brand   Names  Foundation. 

PEOPLE  IN  THE  MOVE:  Earl  Mullin 

to  vice  president  in  charge  of  station 
relations  at  ABC  Radio  ...  J.  Robert 
Kerns  to  general  advisor  to  ABC  In- 
ternational's associated  tv  station  in 
Beirut  which  went  on  the  air  this 
past  May  .  .  .  Ralph  0.  Briscoe  to 
assistant  controller  of  CBS  TV  sta- 
tions division  .  .  .  Louis  Hausman  to 
NBC  as  a  general  executive  partici- 
pating in  management-level  matters 
.  .  .  Robert  E.  Lang  to  vice  president 
in  charge  of  operations  and  sales  for 
the  ABC  news  department  .  .  .  Alfred 
N.  Greenberg  to  field  manager,  af- 
filiate relations,  CBS  Radio,  effective 
August. 

Film 

Jay  Ward  Productions,  producers  of 
"The  Bullwinkle  Show"  and  "Rocky 
and  His  Friends,"  is  branching  out 
into   tv  commercials  production. 

Long-range  deals  have  been  set 
for  Ward  to  deliver  commercials  for 
General  Mills  (Bullwinkle  sponsor) 
and  Colgate-Palmolive,  with  whom 
Ward  Productions  have  a  merchan- 
dising tie-up  on  sale  of  Bullwinkle 
and   Rocky  soap  dispensers. 

Pete  Burness,  director  of  many 
Bullwinkle  segments,  will  be  vice 
president  in  charge  of  the  commer- 
cial department.  Characters  from 
Ward's  cartoons  will  be  utilized  ex- 
clusively in  the  new  operation. 

A  Computer  has  been  produced  for 
the    commercial    film    industry   that 


54 


takes  the  guesswork  out  of  produc- 
tion. 

This  four-way,  pocket-size  Com- 
puter is  for  use  by  film  production 
personnel  and  advertising  agencies. 

Designed  by  Eli  L.  Levitan,  author 
of  books  on  film  production,  the  com- 
puter shows  time,  footage,  frames 
and  number  of  words  in  any  given 
time  period. 

Other  features  of  the  device,  pub- 
lished by  the  Camera  Equipment 
Corp.: 

•  Commercial  film  standards  are 
shown  with  diagrams  and  markings. 

•  A  Photography-Projection  radio 
chart  that  lists  both  live  action  and 
animation  shooting  fields  and  safety 
projection  areas  for  both  motion  pic- 
tures and  tv. 

•  A  standard  wipe  chart  which 
shows  120  of  the  most  frequently 
used  Wipes  in  their  logical  se- 
quence. 

After  more  than  five  years  producing 
closed-circuit  shows  for  the  Walter 
Reed  Army  Medical  Center,  Logos 
Ltd.  has  decided  to  enter  the  com- 
merical  film  field. 

A  science  series  will  be  the  Logos 
tee-off  and  Dave  Garroway  has  been 
set  to  do  the  commentary. 

Goodson-Todman  will  sell  the 
package. 

After  one  year  of  operation  on  the 
local-regional  basis,  Commercial  Pro- 
ducers is  extending  its  service  to 
the  national  scene  and  will  work  di- 
rectly with  agencies  and  reps. 

The  Boston-headquartered  firm,  of 
which  Arthur  Hammell  is  president 
and  Mort  Van  Brink  general  sales 
manager,  is  opening  two  regional 
sales  offices  and  one  national  sales 
office  in  New  York. 

Jules  Pascal  has  been  named 
manager  of  the  New  York  branch, 
located  at  509  Madison  Avenue.  Al 
Roberts  will  head  the  midwest  divi- 
sion in  Chicago  and  Charles  Brumer 
has  been  appointed  sales  manager 
in  San  Francisco. 

Sales:  NBC  International,  in  its  big- 
gest single  sale  to  Italy,  has  sold  15 
news,   public  affairs  and   entertain- 


ment shows  to  the  RAI  tv  network 
.  .  .  Eight  additional  stations,  includ- 
ing KCOP,  Los  Angeles,  WGN-TV, 
Chicago  and  WSYR-TV,  Syracuse 
have  purchased  156  new,  five  minute 
Hanna-Barbera  cartoons  for  fall  de- 
but from  Screen  Gems  .  .  .  Screen 
Gems'  post-1948  Columbia  Pictures 
feature  library  to  12  more  stations, 
raising  total  markets  to  91  .  .  .  20th 
Century-Fox  Tv's  "Hong  Kong"  series 
to  four  new  stations  bringing  total 
markets  to  66  .  .  .  NTA  has  closed  a 
deal  with  Crocker-Anglo  National 
Bank  of  San  Francisco  for  full  spon- 
sorship of  "Probe"  in  nine  California 
markets,  via  J.  Walter  Thompson  and 
made  individual  sales  to  six  other 
stations  .  .  .  Seven  Arts'  post-1950 
Warner  Bros,  features,  volume  2,  to 
WPTV,  West  Palm  Beach,  uping  the 
total  on  that  group  to  100. 

Financial  report:  Desilu  Productions 
reported  net  income  of  $611,921  for 
the  fiscal  year  ending  28  April  equal 
to  53  cents  per  share.  This  consti- 
tuted an  increase  of  almost  100% 
over  the  net  profits  for  the  preceding 
fiscal  year  of  $319,146  or  28  cents 
per  share. 

New  properties:  ITC  has  produced 
in  cooperation  with  the  J.  Arthur 
Rank  Organization  a  first-run,  full- 
hour  series  called  "Ghost  Squad," 
based  on  the  almost  legendary  ex- 
ploits of  the  least-known  division  of 
Scotland  Yard— one  of  the  best- 
known  crime-busting  groups  in  the 
world  .  .  .  Medallion  T.V.  Enterprises 
has  released  a  new  musical  half- 
hour  series,  "Star  Route,  U.S.A." 
produced  by  Atlas  Productions, 
which  depicts  the  musical  lives  of 
the  top  names  in  the  country-west- 
ern field  .  .  .  Arrowhead  Productions 
is  packaging  an  informal  comedy 
show  videotaped  in  a  Manhattan 
theatre  for  late  Saturday  and  Sun- 
day nights  called  "Weekend."  Jerry 
Lester  stars  in  the  show.  Arrowhead, 
with  offices  at  331  Madison  Avenue, 
is  run  by  Ted  Grunewald,  senior  v.p. 
of  Hicks  &  Greist,  Vernon  Becker, 
executive  producer  for  Pathe  News, 
and  Lester  .  .  .  Allied  Artists  Tv  re- 
leased a  new  post-1950  package  of 
i  Please  turn  to  page  ">()i 


SPONSOR 


30  jun 


30  JULY   1962 

Copyright   1982 

SPONSOR 

PUBLICATIONS  INC. 


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


WASHINGTON  WEEK 


The  FCC  appeared  to  be  moving  in  two  directions  at  onee  last  week:  it  came 
out  with  an  unprecedented  defense  of  two  networks  against  attacks  on  the  fairness 
and  accuracy  of  documentaries. 

\nd  this  was  just  after  the  commission  refused  to  change  its  mind  about  lifting  the 
license  of  KRLA,  Pasadena,  and  while  some  other  important  licenses  seemed  due  for  Lifting. 

There  is.  however,  no  contradiction.    Stations  will  still  find  that  the  Commission  remains 
rough  on  what  it  feels  are  violations  of  rules,  and  failure  to  live  up  to  programing  pron 
"voluntarilj "  made. 

On  the  other  hand,  the  Commission  has  used  "persuasion"  to  "encourage"  broadcasters  to 
become  more  active  in  news,  public  affairs,  and  editorializing.  It  has  decided  it  must  take 
a  much  stronger  stand  on  complaints  about  broadcasters  who  don't. 

Previously  the  Commission  referred  complaints  to  stations,  then  when  it  didn't  want  to 
act  on  the  complaints  it  notified  those  who  had  Indued  thorn  that  there  appeared  to  he  no  vio- 
lation of  rules,  and  reminded  that  the  FCC  has  no  power  over  programing. 

The  Roston  complaint  against  the  CBS  "Biography  of  a  Bookie  Joint."'  and  the  Newburgh 
complaint  against  the  \BC  "Battle  of  Newburgh"*  drew  no  such  tepid  answers.  The  FCC  de- 
fended the  programs  almost  heatedly. 

Coming  at  a  time  when  the  Citv  of  Galveston  is  set  to  protest  a  network  hurricane  docu- 
mentary, the  answers  should  he  both  discouraging  to  those  who  would  appeal  to  the  FCC 
about  such  matters,  and  encouraging  to  broadcasters  who  want  to  deal  with  contro- 
versial topics. 

It  is  no  secret  whatever  over  at  the  FCC  that  the  two  complaints  were  handled  in  this 
manner,  at  the  risk  of  hurt  political  feelings  in  both  cases,  for  a  good  reason.  Broadcasters 
were  supposed  to  be  put  on  notice  that  they  can  deal  with  any  controversial  subject,  so  long 
as  they  observe  the  fairness  doctrine,  and  the  FCC  will  back  them  to  the  hilt. 

Hot  potatoes  otherwise  remain  hot  potatoes  at  the  FCC. 

The  biggest  questions  waiting  decision  will  still  be  waiting  after  the  FCC  returns  from  its 
August  vacation. 

There  has  been  no  decision  on  network  option  time  and  no  agreement  among  commis- 
sioners about  a  new  program  section  in  license  application  forms.  Both  topics  may  be 
with  the  FCC  for  a  long  time,  since  a  mere  nnnth 's  vacation  isn't  calculated  to  bring  agree- 
ment among  disagreeing  commissioners. 

In  fact,  out  of  all  matters  involved  in  the  lenutln  network  hearings,  the  onlv  move  made 
thus  far  would  open  up  network-affiliate  contracts  to  public  inspection.  Meaning  in- 
spection bv  other  affiliates. 

The  report  on  this  page  last  week  that  proposals  to  eliminate  or  at  least  loosen 
the  political  equal  time  requirements  were  in  trouble  has  been  buttressed  by  state- 
ments by  legislators,  both  on  and  off  the  record. 

Sen.  John  0.  Pastore  (D..  R.T.).  chairman  of  the  Senate  Commerce  Communications  sub- 
committee which  held  hearings  on  the  various  proposal*,  has  expressed  nothing  but  gloom  at 
prospects.  He  has  said  he  is  in  favor  of  giving  broadcasters  considerably  more  freedom  in 
the  political  arena,  but  doubts  enough  other  Senator*  feel  the  same  way. 

Over  in  the  House,  a  leadincr  Republican  on  the  House  Commerce  Committee  has  said 
anything  at  all  on  this  subject  will  practically  pass  onlv  over  his  dead  body.  Standing  bv 
himself,  his  opposition  is  not  too  important,  but  many  other  members  of  that  committee  also 

(Please  turn  to  page  57) 


SPONSOR      •      30   JULY    1962 


55 


30  JULY   1962 

Copyright   1962 

SPONSOR 

PUBLICATIONS   INC. 


56 


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


SPOT  TV  BUYS 


SPOT-SCOPE 


National  spot  radio  should  start  cashing  in  any  time  now  on  the  expansion  of 
Noxzema's  new  matte  make-up  (SSC&B),  introduced  in  test  markets  several  months 
ago. 

The  item  is  part  of  the  Cover  Girl  line  of  medicaled  cosmetics  debuted  by  Nox- 
zema   last   year. 

Whereas  the  tv  side  of  the  national  spread  is  network,  heavy  spot  radio  schedules  fig- 
ure importantly  in  the  campaign. 


Accounts  on  the  Chicago  spot  tv  scene  showed  strong  signs  of  coming  to  life 
last  week. 

Avails  requests  have  gone  out  for:  Green  Giant  (Burnett)  for  late  September  starts: 
Miles  Laboratories  (Wade)  ;  Kraft  Foods  (NL&B)  ;  and  Wheaties  Bran  with  Raisins 
(Knox  Reeves). 

The  Wheaties  quest  has  this  added  aspect :  It's  for  a  10-week  avail  schedule,  which  is 
pretty  good  for  Wheaties  which  generally  buys  in  short  flights. 

For  details  of  the  past  week's  spot  activity  see  items  below. 


Standard  Brands  is  starting  in  mid-September  I  17)  for  Royal  Desserts.  The  current  quest 
is  for  fringe  and  daytime  minutes,  with  schedules  to  continue  for  11  weeks.  The  agency  is 
Ted  Bates. 

Hoffmann-La  Roche  is  buying  now  for  a  2  September  start  on  behalf  of  Zestabs.  The  cam- 
paign is  based  on  minutes  in  or  adjacent  to  kids  shows  for  30  weeks.  Agency:  Kastor.  Hil- 
ton. Chesley.  Clifford  &  Atherton. 

Brillo  Manufacturing  is  lining  up  markets  for  its  soap  pads,  with  schedules  to  begin  18 
September  for  10  weeks.  Request  is  for  daytime  and  fringe  minutes,  prime  10's  and  20's. 
Brillo  is  buying  100  rating  points  a  week  for  four  weeks  and  50  rating  points  weeklv  for  the 
remaining  six.     Agency  is  J.  Walter  Thompson. 

Warner-Lambert  Pharmaceutical  is  lining  up  markets  for  a  campaign  on  behalf  of  Bromo- 
Seltzer.  Schedules  kick  off  on  20  August  and  continue  for  19  weeks.  Time  segments:  earlv 
and  late  evening  minutes.    Agency:  BBDO.    Buyer:  Jim  Weshchler. 

Colgate-Palmolive  is  activating  for  its  new  product  Baggies.  Campaign  has  a  3  September 
start  date  for  52  weeks.  Time  segments  are  da\  and  night  minutes.  Agency:  Street  &  Finnev. 
Buyer:    Dorothy   Barnet. 

P.  Lorillard  is  buying  for  Old  Gold  Spun  Filter.  Starting  on  1(1  September  and  continuing 
for  13  weeks,  schedules  are  nighttime  minutes  and  20's.  \genc\  is  Grey  and  Betty  Nasse  is 
doing  the  buying. 

Revlon  kicks  off  a  campaign  on  6  \iigust  for  various  products.  Nighttime  minutes  run  for 
four  weeks.     The  agency  is  Grev  and.  again.  Bert)    Nasse   is  the  buyer. 

[National  Cotton  Council  is  breaking  with  spot  10  September  in  about  13  Southern  mar- 
kets. The  campaign  is  set  for  13  weeks,  using  nighttime  minutes  and  chainbreaks.  three,  five, 
or  10  a  week,  depending  on  the  market.  The  agenc)  :  Fuller  &  Smith  &  Ross. 
R.  T.  French  is  lining  up  markets  for  a  September  start  on  behalf  of  its  Proper  Kitchen 
Sauce.  All  spots  aie  in  daytime  with  women's  appeal.  Agencj  for  the  account  i9  J.  Walter 
Thompson. 

Simoniz  is  buying  a  host  of  markets  for  a  campaign  to  promote  its  Master  Wax.  Time  seg- 
ments are  minutes,  day  and  night.    Schedules  start  6    \ugu>l  for  six  weeks.    Agency:  Dancer- 

SPONSOR      •      30   JULY    1062 


> 


ff*  SPOT-SCOPE  continued 


Fitzgerald-Sample.    Also  out  of  D-F-S  is  a  request    for  da)    and   nijzlit    minutes   in    women* 
oriented  shows  for  an  earl)    Vugusl  atari  for  Vista  Kitchen  floor  ileanser. 
Eastman  Chemical  kicks  off  on  17  September  for  its  Kodel  fibre.    The  campaign  will  con- 
tinue for  six   weeks.    Time  segments:   minutes  and  20"s   from  6  p.m.  to  midnight     Agency: 
Doherty,  Clifford,  Steer-  &  ^henfield. 

< 'liesebrough-Pond's  is  buying  for  Cutex.  Campaign  has  a  l'.>  August  start  and  schedules 
run  for  six  weeks.    Time  segments:  minutes.    Agency  :   DCS&S.    Buyer:   Rita  Venn. 

SPOT  RADIO  BUYS 

United  Fruit  Co.  kicks  off  on  2  August  to  promote  bananas.  The  top  25  markets  will  get 
schedules  in  morning  drive  and  housewife  time.  Campaign  runs  for  four  weeks,  using  six-12 
spots  per  week.    Agency  is  BBDO  and  Roy  Dubrow  is  the  buyer. 

Lincoln-Mercury  division  of  Ford  Motor  is  looking  at  avails  now  for  a  late  fall  start  on 
behalf  of  Comet.  It  will  probably  be  a  saturation  campaign  in  the  top  100  markets,  witb 
minutes  scattered  throughout  the  day.  Schedules  start  late  October  or  early  November.  Agen- 
cy: Kenyon  &  Eckhardt.   Buyer:  Bob  Morton. 

Ralston-Purina  is  lining  up  markets,  about  the  top  35,  for  a  19  September  start  for  Purina 
Dog  Chow.  Time  segments:  about  24  spots  per  week  (16  minutes  and  eight  30's)  in  drive-  and 
housewife-oriented  time.  Campaign  is  for  three  weeks.  Agency:  Gardner  St.  Louis. 
Nestle  is  going  into  the  top  15  for  its  DeCaf  coffee.  Schedules  of  minutes  will  run  in  morn- 
ing  drive  time  and  housewife  time  until  2  p.m.  and  then  from  9  p.m.  to  midnight.  Campaign 
starts  10  September  for  10  weeks.  Agency:  McCann-Erickson.  Buyer:  Judy  Bender. 
Metropolitan  Life  Insurance  starts  today,  30  Julv.  with  20  drive-time  minutes  a  week  in 
some  15-20  scattered  markets  in  the  south  and  southwest.  Schedules  continue  for  five  weeks. 
Agency  is  Young  &  Rubicam. 


WASHINGTON    WEEK     (Continued  from  page  55) 

are  doubtful  at  best.   And  Chairman  Oren  Harris   (D.,  Ark.)   has  expressed  no  inter- 
est whatever. 

His  only  actual  comment  is  that  no  hearings  are  scheduled — itself  a  bad  sign  this  late  in 
the  session — and  that  since  the  Senate  has  held  hearings  on  bills  no  plans  will  be  laid  in  all 
likelihood  until  the  Senate  acts.    The  assumption  is  that  Harris  opposes  action  this  year. 

I  nless  there  are  some  very  definite  changes  and  new  developments,  matters  look  no  dif- 
ferent viewed  from  the  standpoint  of  1963.  Next  year  is  not  an  election  year,  and  it  isn't 
like  Congress  to  legislate  a  year  ahead  of  time.  Everybody  assumes  that  in  1964  it  will  be 
no  trick  at  all  to  get  a  Sec.  315  loosener  through  to  permit  1960-type  presidential 
and  vice  presidential  coverage  without  giving  equal  time. 

At  that  time,  further  efforts  will  be  made  to  extend  the  same  freedom  to  broadcasters  with 
respecl  to  other  political  candidates.  If  the  climate  then  is  the  same  as  now.  it  would  be  a 
lough  fight  to  get  a  suspension  with  respect  to  Senators  and  Congressmen,  and  perhaps  im- 
possible with  respect  to  any  offices  lower  down  the  political  scale. 

The  Justice  Department  and  MCA  have  agreed  on  how  MCA  should  get  out  of 
the  business  of  representing  talent,  and  the  divestiture  now  has  the  force  of  a  court 
order  behind  it. 

MCA  agreed  to  dissolve  rather  than  transfer  to  a  new  company  its  talent  represen- 
tation business. 

Otherwise,  and  with  many  top  tv  personalities  forced  to  scramble  for  new  agents,  the  big 
antitrust  suit  continues  full  blast.  Action  proceeds  on  a  Justice  Department  allegation  that 
MCA  makes  "unlawful  tie-in"  sales  of  tv  programs,  forcing  purchasers  to  take  unwanted  pro- 
grams in  order  to  get  wanted  ones.  Also  on  the  allegation  that  MCA  acquisition  of  Decca 
Records  and  Decca  subsidiary  Universal  Pictures  restricts  competition  in  violation  of  anti- 
merger laws. 

ponsor     •     30  july  1962  57 


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


SPONSOR  HEARS 


30  JULY  1962  Put  down  F&S&R  New  York  as  an  agency  that  doesn't  make  a  fetish  of  keep- 

copyright  1962  ing  company  events  strictly  entre  nous:  a  visitor  gets  to  know  as  much  as  the  help. 

sponsor  Take,  for  instance,  the  agency's  heralding  last   week   that   it   had   wrapped   up   the 

publications  inc.  Lestoil  account. 

Instead  of  spreading  the  news  via  an  interoffice  memo,  management  shot  it  over  the 
office  loudspeaker  system,  with  the  result  that  visiting  rep  salesmen  had  the  low- 
down  as  quickly  as  the  timebuyers. 


Don't  be  surprised  if  a  number  of  reps  pull  up  their  office  stakes  in  Boston 
by  the  turn  of  the  year. 

The  flow  of  business  out  of  New  England  hasn't  been  steady  enough  for  reps  to  maintain 
Boston  quarters,  that  is,  unless  they  have  stations  to  which  they  are  committed  for  such 
a  branch. 

Boston  was  a  goodly  source  of  revenue  when  Lestoil  was  riding  high,  but  reps 
see  the  shift  of  that  account  to  F&S&R  New  York,  as  a  sort  of  coup  de  grace  to 
their  New  England  national-wise  prospects. 

Consistency  is  probably  one  thing  you  shouldn't  look  for  in  this  business. 

Latest  observation  on  this  score:  the  very  agencies  that  carry  battles  over  the 
acceptability  of  piggyback  commercials  have  taken  NBC  TV  to  task  for  back-to- 
backing  minute  commercials  on  Saturday  Night  at  the  Movies. 

As  the  network  sees  it,  it's  strictly  a  case  of  whose  ox  is  gored. 

When  the  Motion  Picture  Academy  Award  broadcast  goes  on  ABC  TV  next 
April  Grey  will  again  be  the  agency  of  record. 

Benton  &  Bowles  will  merely  participate,  if  anything,  with  a  commercial. 

Just  as  a  note  of  nostalgia,  did  you  know  that  Ed  Sullivan  is  likely  the  longest- 
extant  personality  in  air  media? 

He  did  his  first  stint  before  a  network  (CBS)  mike  back  in  1931  for  a  product  called 
Geraldine,  dishing  gossip  between  the  numbers  of  a  dance  orchestra. 

For  CBS  it's  certainly  a  precedent:  an  outside  organization  developing  a  pilot 
for  one  of  its  contracted  stars. 

The  sharp  turn  in  the  wheel  involves  Arthur  Godfrey  and  the  William  Morris  office. 

You've  not  only  been  around  the  business  a  long,  long  time  but  you've  got  a 
wiz  of  a  memory  if  you  can  recall  the  names  of  the  sponsors  of  these  personalities 
back  in  the  early  '30s: 


1.  Floyd  Cibbons 

2.  Frank  Munn 

3.  Frank  Crumit-Julia  Sanderson 

4.  Lanny  Ross 

•0SS3  *8  ispuBjg  piepuBig  •£  'jtuiq  -9 
iBurtej  B-i  •<;  lasnoLj  rpMXB^f,  iauojsjpBig  g  tjaXsg  'Z  Jou^EI  puauaQ  '\  :SH3^SNV 


5.  Kate  Smith 

6.  Fred  Allen 

7.  Ken  Murray 

8.  Marx  Brothers 


S8 


SPONSOR       •       30   JULY    196S 


WRAP-UP 

{Continued  from  page  54) 

32  features  and  11  sales  have  been 
made  so  far. 

PEOPLE  ON  THE  MOVE:  Michael  S. 
Kievman  to  central  district  sales 
manager  and  Benjamin  De  Augusta 
to  traffic  manager  at  Warner  Bros. 
Television  division  .  .  .  Gary  Ferlisi  to 
manager  of  the  new  station  relations 
department  of  Television  Affiliates 
Corp. 

Representatives 


Hal  Walton  &  Company  has  picked 
,     up  14  stations  since  1  July. 

All  smaller  stations,  the  heaviest 

„    |  concentration  is  in  the  south  (Flor- 

l    ,  ida,  Louisiana,  Virginia,  Tennessee) 

Dut  four  are  in  Michigan  and  one  in 

.    [Wisconsin. 


Rep  appointments:  KCAL,  Redlands, 
ICalif.  to  National  Time  Sales  as  part 
lof  the   Spanish    Language    Network 
represented  by  the  firm  .  .  .  KROY. 
Sacramento  to  Daren   F.  McGavren, 
Effective  1  August  .  .  .WALA  (TV  & 
Wm),  Mobile  to  Select  Station   Rep- 
resentatives effective  1  August  .  .  . 
KCKC,  San   Bernardino-Riverside  to 
a)     George  P.  Hollingbery. 


PEOPLE  ON  THE  MOVE:  Ray  Stan- 
field  to  the  newly-created  post  of 
aastern  sales  manager— radio  at 
Deters,  Griffin,  Woodward  .  .  .  Row- 
and  J.  Varley  to  New  York  account 
executive  of  PGW  .  .  .  George  Ponte, 
[ormerly  PGW  radio  account  execu- 
ive  to  Metro  Broadcast  Sales. 


Station  Transactions 


)wnership  of  WDEB,  Pensacola  has 
hanged  hands. 

Seller  is  Rose  Hood  Johnston  as 
xecutrix  for  the  estate  of  George 
ohnston,  Jr.  and  the  buyer  is  Mel 
Wheeler  of  Pensacola. 

Price    of    the    sale,    handled    by 

lackburn.  was  $125  000. 

peration    of    WRNJ    (FM),    Atlantic 


City  has  been  assumed  by  the  WRNJ 
Associates  headed  by  Philadelphia 
radio  and  advertising  man  Edward 
R.  Newman. 

The  FCC  approved  transfer  of  the 
license  following  an  application  filed 
last  March.  Sale  price  was  reported 
at  $27,000  and  previous  owner  was 
Melvin  Gollub,  owner  of  WIFI  (FM), 
Philadelphia. 

Roy  M.  Cohn,  counsel  for  the  late 
Sen.  Joseph  McCarthy  heads  the 
board  of  directors. 


WJBS,  DeLand,  Fla.  has  been  trans- 
ferred, with  FCC  approval,  to  Ralph 
S.  Hatcher. 

Hatcher  resigns  1  August  as  ABC 
TV  national  manager  of  station  rela- 
tions to  assume  ownership  and  op- 
eration of  the  station. 

Public  Service 

WABC  (AM  &  FM),  New  York  is 
spearheading  a  campaign  to  save 
the  Heights  Opera  Assn.'s  third  sea- 
son of  free  opera  in  Central  Park 
and  Cadman   Plaza   in   Brooklyn. 

Some  90,000  New  Yorkers  wit- 
nessed the  30  privately  supported 
performances  last  year.  This  year, 
for  want  of  $5,000  for  costumes, 
scenery  and  incidentals,  the  show 
might  not  go  on. 


The  station  therefore  had  Milton 
Cross  record  a  series  of  announce- 
ments, utilizing  instrumental  selec- 
tions from  forthcoming  operas,  urg- 
ing listeners  to  contribute  to  the 
support  of  the  free  series. 

In  addition,  WABC  is  making 
these  announcements  available  to 
all  New  York  stations. 

Public  Service   in  action: 

•  KAPE,  San  Antonio  has  started 
a  new  series  of  public  service  pro- 
grams. The  first,  "Medicare — Pro  & 
Con,"  was  scheduled  for  an  hour  but 
listener  response  during  the  show 
caused  the  station  to  extend  it  an 
additional  half  hour  to  sign  off. 

•  WDAS,  Philadelphia  is  running  a 
"Mourning  the  Death  of  Freedom" 
campaign  to  focus  attention  toward 
the  inter-racial  strife  in  Albany,  Ga. 
in  which  more  than  750  Negroes,  in- 
cluding Martin  Luther  King,  have 
been  arrested  since  December.  In 
the  interest  of  civil  rights  the  sta- 
tion is  giving  Free  Mourning  ribbons 
in  the  hope  that  city  officials  of 
Albany  will  realize  that  an  aroused 
citizenry  is  endorsing  the  efforts  of 
Reverend  King  and  his  associates. 

PEOPLE  ON  THE  MOVE:  B.  G.  Mor- 
rison to  director  of  public  affairs  and 
news  at  WPEO,  Peoria,  III.  ^ 


Wo    are    pleased    to    aiinoiniee 

that  our  Beverlj    Hills  office  lias  moved  to  nrw   and 
larger  quarters  in  the  Hank  of    Vmerica  Building,  9465  Wilshire 
Boulevard.   The   phone   number   has    been    changed    to 
CRestview    r-8151. 


BLACKBURN  &  Company,   Inc. 

RADIO  •  TV  •  NEWSPAPER  BROKERS 
NEGOTIATIONS  •  FINANCING  •  APPRAISALS 


WASHINGTON,  D.  C.     CHICAGO 


lames  W.    Blackburn 
lack   V.   Harvey 
Joseph    M.    Sr trick 
Ccrard   F.   Hurley 
RCA    Building 
FEderal   3-9270 


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


ATLANTA 

Clifford  B.  Marshall 
Stanley   Whitaker 
lohn  C.  Williams 
1102   Healev  B!dg 
lAckson   5-1576 


BEVERLY  HILLS 

Colin    M.   Selph 
C.  Bennett  Larson 
Bank  of  America  Bldg. 
9465  Wilshire  Blvd 
Beverly   Hills.   Calif 
CRestview  4-8151 


PONSOR 


30  ,n  i.\    1W>2 


59 


SPOT   PAPER   SYSTEMS.! 

(Continued  from  page  48) 

hours  are  involved.  At  seven  hours 
per  day,  it  takes  200  work  days  to 
process  4,000  spot  orders.  The  BCH 
process  takes  9.7  minutes  per  order, 
times  4,000  orders  for  38.000  min- 
utes or  647  hours  or  92  days.  The 
saving  is  thus  1 08  days  for  each  4,000 
orders — or  a  time  cut  of  54%,  ac- 
cording to  the  report. 

For  billing  there  are  four  invoices 
for  each  order  under  the  present  sys- 
tem. So  the  4.000  spot  orders  involve 
16,000  invoices,  each  of  which  re- 
quires 9.45  minutes  for  a  total  of 
151,200  minutes  or  2.520  hours  or 
360  work  days.  The  BCH  system  re- 
duces these  16,000  invoices  at  .108 
minutes  per  invoice  item  to  1.728 
minutes  or  28.8  hours  or  4.2  days. 
This  is  a  net  saving  of  356  days  or 
99%. 

With  21  working  days  per  month, 
the  report  allows  a  salary  of  $375  per 
month  for  the  person  processing 
these  orders  and  adds  15%  for 
fringe  benefits  for  a  total  of  $431.25 
per  person  per  month  or  a  cost  of 
$20.53  per  day  per  person. 

At  $20  per  day  there  is  a  cash 
saving  of  $2,160  to  an  agency  on 
handling  orders. 

For  billing.  356  days  are  saved  for 
each  4,000  orders  (16.000  invoices'), 
each  worth  $20  for  a  total  of  $7,120. 
Thus  in  these  two  areas,  the  cash  sav- 
in- is  $2,160  plus  $7,120  for  a  total 
of  $9,280.  the  report  indicates. 

Other  savings,  in  mailings,  billing 
files,  and  forms,  says  the  report,  add 
2<>'  ,  more  dollar  savings.  $2,398,  to 
the  $9,280  alreadv  saved  for  a  total 
of  $11,678.  ^ 


NEWSPAPER  ATTACKS 

(Continued  from  page  40) 

bound  to  be  some  raised  eyebrows  at 
the  answers  to  such  questions  as  "Do 
you  get  any  information  that  helps 
you  in  buying  various  products  from 
advertising:  on  radio,  on  tv.  on 
newspapers?"  . 

71%  of  respondents  said  they  ^>t 
no  helpful  information  from  radio, 
50%  none  from  tv,  but  only  ()l  < 
thought  newspapers  didn't  help. 

All  which  proves,  perhaps — when 
a  newspaper  begins  to  stack  the  re- 
search deck,  boy,  it  really  stacks  it! 


60 


TV  IN    1970 

(Continued  from  page  42) 

closer  to  their  realization.  The  prob- 
lems which  have  retarded  color  tv  set 
growth  are  being  steadily  reduced. 
The  cost  differential  between  color 
and  black  and  white  is  being  nar- 
rowed. More  manufacturers  are  pro- 
ducing improved  color  sets,  and  more 
stations  and  networks  are  delivering 
larger  amounts  of  color  programing. 
During  the  sixties,  the  combination 
of  these  factors,  together  with  normal 
black  and  white  set  obsolescence  can 
be  counted  on  to  put  color  over  the 
top.  Instead  of  being  a  not-too-well- 
defined  plus  for  most  advertisers  as 
it  is  at  present,  color  television  in  a 
very  few  years  will  become  a  domi- 
nant consideration  in  a  great  many 
homes.  The  June  copy  of  Vogue  con- 
tains 38  color  pages.  In  this  single 
issue  there  are  at  least  a  score  of  non- 
tv  advertisers  who  are  going  to  be 
prime  prospects  as  soon  as  our  circu- 
lation includes  a  substantial  propor- 
tion of  color  viewers. 

This  approaching  color  break- 
through will  of  course  not  only  open 
up  whole  new  product  groups,  and 
win  many  new  advertisers,  but  it  will 
also  enhance  the  medium's  values  for 
most  of  our  present  supporters.  Not 
only  will  their  commercials  have 
greater  impact  but  the  greater  num- 
ber of  color  sets  will  appreciably  in- 
crease sets  in  use.  Programs  in  color 
score  for  higher  ratings  in  color 
homes. 

The  advance  of  color  will  also  fur- 
ther accelerate  the  growth  of  multiple 
tv  set  homes.  Last  year  the  number 
of  homes  with  secondary  sets  went  up 
by  20%  to  a  total  of  7.100.000.  We 
can  look  for  the  pace  to  quicken  as 
more  and  more  black  and  white  sets 
become  auxiliary  units  in  color  tv 
homes.  This  continuing  expansion  of 
television  within  the  home  will  of 
course  boost  the  overall  volume  of 
viewing,  although  at  the  start  we  may 
have  a  tough  time  tracing  it  in  the 
rating  reports. 

Clearly  television  has  plenh  o{ 
room  to  grow  in — far  more  than  any 
other  medium.  This  kind  of  vigor- 
ous, mature  development  will  afford  a 
sound  base  for  sustained  economic 
growth.  How  then  does  our  medium 
stack  up  against  the  principal  com- 
petition, in  advertising  future  books? 
The  most  highly  publicized  projec- 


tions of  1960  which  forecast  that  ad- 
vertising volume  would  double  dur- 
ing the  sixties  appears  now  to  have 
been  somewhat  optimistic — and  not 
only  because  the  "soaring  sixties" 
have  so  far  failed  to  go  into  orbit. 
Obviously  these  predictions  leaned 
heavily  on  the  record  of  the  fifties. 
Between  1950  and  1960,  advertis- 
ing volume  doubled,  rising  from  $5.7 
billion  to  $11.5  billion.  But  this  was 
the  decade  in  which  television  rock- 
eted from  $170  million  to  $1.6  billion 
— an  840%  jump  in  total  advertising 
expenditures.  The  fantastic  onrush 
of  television  in  the  earlv  fifties  bal- 
looned the  growth  rate  for  all  adver- 
tising. Between  1950  and  1955.  total 
U.S.  advertising  volume  went  up 
619?  -  In  1955  tv  attained  the  billion 
dollar  mark  in  expenditures. 

In  the  five-year  period  1955-1960 
total  advertising  volume  increased  by 
only  27 % .  Over  this  same  period 
television  volume  was  up  56 '  '<  .  while 
the  average  for  all  other  media  gained 
22',  .  It  would  apnear  that  this  1955- 
60  period  furnishes  a  much  more 
realistic  base  for  our  projections  into 
the  sixties. 

Based  upon  the  recent  trend  we  can 
look  for  our  medium  to  grow  three 
times  as  fast  as  the  national  econ- 
omy; more  than  three  times  as  fast  as 
newspapers;  twice  as  fast  as  maga- 
zines. We  can  anticipate  that  total  tv 
volume  will  more  than  double  dur- 
ing the  sixties. 

By  1970  television  should  account 
for  well  over  three  billion  dollars  in 
advertiser  expenditures,  with  a  billion 
plus  spot  television  alone  accounting 
for  more  advertising  dollars  than 
went  into  all  forms  of  the  medium 
only  a  few  \  ears  ago. 

Reaching  these  brilliant  goals  will 
demand  a  larger  effort  on  the  part  of 
every  segment  of  our  Industry.  Tech- 
nological advances,  more  and  better 
programing,  color  progress  and  all 
the  rest  are  going  to  be  costly.  Tele- 
\  ision's  cost-per-1.000  should  be  high- 
er in  1970  than  it  is  now.  We  are  go- 
ing to  have  to  sell  harder,  researrli 
more  thoroughly,  and  dramatize  the 
values  of  our  medium  as  never  he 
fore.  However,  if  we  are  alert  to  our 
responsibilities  and  opportunities 
television  cannot  fail  to  become  an 
even  more  important  part  of  Ameri- 
can life  and  thus  a  more  powerful 
more  effective  and  more  intrinsicafl 
valuable  sales  force.  W 

SPONSOR       •       30   JULY    1962 


How  does  a 
tattoo  concern  you? 


PONSOR      •      30   JULY    1962 


61 


how  does  a  tattoi 


>v^ 


•   > 


tAi 


^^ 


I 


> 


C 


: 


Two  ways. 


concern  you  ? 


First  —  it's  a  perfect  illustration  of  what 
a  great  campaign  can  do.  Second  —  it 
proves  that  the  advertiser  who  believes  in 
advertising  ends  up  a  power  in  his  industry. 

So  —  how  does  this  concern  a  broadcaster? 

So  —  it  works  the  same  way  here. 

Every  station  that  sells  advertising  —  and 
has  equal  faith  in  buying  it  as  well  — 
always  winds  up  with  a  bigger  share 
of  spot  in  its  market. 

Think  it  over. 

And  don't  eliminate  the  "tattoo". 

We  respectfully  suggest  you  find  the 
"tattoo"  that  suits  your  station  image 
best  — then  call  SPONSOR. 

SPONSOR  reaches  practically  everyone 
involved  in  the  purchase  of  time — of  course. 
But  there's  a  special  segment  it  reaches 
best.  We  call  it  "the  influential  2000" 
because  this  "influential  2000"  actually 
purchases  better  than  95%  of  all  national 
radio  and  TV  spot.  SPONSOR  has  a  greater 
penetration  of  influence  within  this  group 
than  any  other  book  in  the  broadcast  field. 

That's  our  sales  "tattoo" — substantiated  by 
every  independent  survey  made 


THE     WEEKLY     MAGAZINE    TV    RADIO    ADVERTISERS    USE. 

555  Fifth  Ave.      Mil   7-8080      New  York   17 


HELP! 


WE  NEED  SALES  HELP— BADLY 

We're  a  six  year  old  regional 
Radio-TV  rep  firm  whose  growth 
in  the  last  year  has  been  amazing 
—so  much  so  that  we  need  good 
sales  help  to  continue  to  give  the 
kind  of  service  that  has  made  us 
such  a  big  factor  in  our  area. 
We've  always  covered  all  of  Ohio, 
and  now  we're  expanding  into 
Pittsburgh  with  our  list  of  top 
stations.   Really  good  ones. 

We  won't  fuss  about  dollars  if 
you  can  convince  us  that  you 
know  the  business,  know  how  to 
sell,  and  are  willing  to  work. 
There's  loads  of  growth  potential 
for  the  right  man.  If  you  think 
you're  that  man,  tell  us  all  about 
yourself — what  you've  done,  where 
you've  done  it,  how  much  you've 
made,  how  much  you  want  to 
make,  how  soon  you  can  make  a 
change,  and  anything  else  you 
can  think  of.  Send  it  right  now 
to 

Len   Auerbach,   General    Manager 
OHIO  STATE  REPRESENTATIVES 
2nd  Floor,  Fidelity  Building 
Cleveland  14,  Ohio 


: 


-/ v  cli;]  r~:~"o 


[  ::rs. 


s:  :n 


f.l 


Roy  Porteous  lias  been  appointed  CBS 
TV  vice  president  of  central  sales.  He'll 
headquarter  in  Chicago.  Porteous  first 
joined  CBS  TV  sales  in  June  of  1957  as 
an  account  executive  in  the  Chicago  office. 
Before  joining  the  network  he  was  v\ith 
NBC  for  15  years,  serving  in  a  number  of 
sales  and  management  positions.  Porteous 
eventually  became  sales  manager  at  NBC 
of  the  "Today,"  "Tonight"  and  "At  Home"  shows.  The  appointment, 
effective  as  of  last  week,  was  announced  by  W  illiam  H\lan. 

James  Arthur  Yergin,  the  new  director 
of  research  for  Westinghouse  Broadcast- 
ing succeeding  Mel  Goldberg,  has  been  as- 
sistant research  director  since  1959.  Be- 
fore that  he  was  associated  with  the  WOR 
division  of  RKO,  functioning  most  recent- 
ly as  director  of  research,  promotion  and 
advertising  for  WOR  (AM  &  TV),  New 
York.  Previously  Yergin  spent  two  years 
in  sales  planning  at  MBS,  one  year  with  Crossley  Research  and  four 
years  as  research  director  of  Keystone  Broadcasting. 

Jack  H.  Mann  has  moved  up  to  vice  pres- 
ident in  charge  of  the  Western  division  of 
ABC  Radio  Network.  Mann  has  been  di- 
rector of  ABC  Radio  Pacific  and  ABC  Ra- 
dio West  since  July  1961.  He  joined  the 
network  in  June  of  1958  as  an  account  ex- 
ecutive and  in  June  of  1960  was  promoted 
to  director  of  advertising,  sales  develop- 
ment and  research.     Before  his  affiliation 

with  ABC  Mann  had  been  an  account  executive  with   WRCA-TV, 

New  York,  and  NBC  and  CBS  Radio  networks. 

Ralph  S.  Hatcher  assumes  on  1  August 
ownership  and  direction  of  WJBS,  De- 
Land,  Fla.  In  1930  Hatcher  become  sales 
manager  of  WTAR,  Norfolk.  Later  he  was 
appointed  central  division  manager  for  CBS 
Station  Relations  in  Chicago,  moving  to 
CBS  New  York  in  1947  and  to  general 
manager  of  WIM.ll.  Huntington.  YY.  Va., 
two  \eais  later.  In  l')51  he  joined  \BC  T\  . 
promoted  in  L956  i<>  national  manage]  of  the  Station  Relations  depart- 
ment where  he  has  been  since. 

SPONSOR      •       30   JULY    1962 


[ 


*    f 


franh  talk  to  buyei  i  of 
an  media  facilities 


^       The  seller's  viewpoint 


"The  big  question  is,  arc  you  seeking  a  mass  audience  or  a  Madison  Avenue 
audience?"  asks  Harold  /..  1/.  i  Hal  I  Veal,  Jr.  rice  president  and  general 
manager  of  W ABC  radio.  New  York.  Neal  joined  ABC  in  1943  as  a  Staff 
announcer  on  H  \  )  /..  Detroit,  where  he  voiced  favorites  such  as  The  Lone 
Ranger  and  The  Green  Hornet,  and  later  assumed  the  position  of  general 
manager,  moving  to  the  New  York  station  in  I960.  Here  Neal  adriotly  com- 
pares the  muchrtalked-about  Saturday  Evening  Po-t  formula  problems  with 
those  of  a  radio  station. 


Radio  programing  for  the  people 


I  he  advertising  world  buzzed  recently  with  news  of 
ievents  at  the  Curtis  Publishing  Company.  \  shift  in  top 
'management  at  that  venerable  publishing  institution  was 
|  effected,  due  largely,  according  to  published  reports,  to  the 
company's  deteriorating  financial  position.  Particularly 
severe  were  losses  sustained  by  two  former  giants  of  the 
magazine  world,  the  Ixidies  Home  Journal  and  the  Satur- 
day  Evening  Post. 

According  to  New  ^  oik  Times  advertising  editor  Peter 
{Bart,  there  were  three  prime  reasons  for  Curtis"  financial 
[troubles.     First,  the  Post  and  the  Journal  had  millions  of 
ledicated  readers,  but  they  were  aging  readers.   "The  hard 
act  of  the   magazine   business,"   a   high   Curtis  executive 
old  Hart,  "is  that  the  old  folks  are  not  very  attractive  to 
(hertisers.     Madison   Avenue  wants  to  reach  the  young 
arrieds  who  are  buying  homes  and  clothes  and  food  for 
ari:t'    families."     Second,    according    to    Bart's    informed 
ources,  Curtis  became  involved  in  "an  impossible  circula- 
ion  race  with  unbeatable  competitors."   Third,  and  for  our 
imposes    of    discussion,    most    significant,    the    Saturday 
vetting  Post,  in  order  to  counter  the  advertising  world's 
bjections  to  its  older  audience,  eliminated  the  "Norman 
ockwell  look"  in  favor  of  a  "brash,  flasln   experiment  in 
raphics."    One   publisher    is   quoted    as   saying:    "Curtis 
hiade  the  fatal  mistake  of  tailoring  the  magazine  for  Madi- 
son Avenue  consumption."'    "The  Post."  adds  Bart,  "now 
ias  moved  back  toward  its  old  format  . 
o    confuse    readers    and    further    shake 
lence." 

\  New  York  City  radio  station  recently  experienced  an 
Imost  identical  example  of  this  "tailoring  ...  for  Madi- 
on  \venue  consumption"  which  took  the  form  of  a  dras- 
ic  change  in  programing.  Reasons  for  the  change  were 
aid  to  lie  in  advertiser  resistance  to  the  station's  "mass 
ppeal"  programing. 
The  station's  revised  programing,  like  the  revised  Sat- 
rday  Evening  Post,  was  summarily  rejected  by   its  audi- 


the  effect  was 
advertiser    confi- 


ence  to  such  a  degree  that  a  return  to  original  program- 
ing concepts  was  ordered.  The  station  is  now,  after  sev- 
eral months  of  rapidly  decreasing  audience.  tr\ing  to  re- 
build lost  listenership  and  advertiser  confidence. 

The  question  is,  can  we  learn  anything  from  the  experi- 
ences of  these  two  mass  media,  whose  managements  lost 
sight  of  the  needs  and  desires  of  their  audiences,  in  favor 
of  a  format  more  acceptable  to  potential  advertisers? 

Sophisticated  agency  men  and  their  associates  are  far 
from  "average  folks/'  Imaginative!),  creatively,  educa- 
tionally and  economically  they  are  quite  unlike  the  vasl 
majority  of  the  American  population.  This  is  not  an  at- 
tempt at  flattery.  It  is  a  realistic  appraisal  of  what  a  man 
must  be  to  function  successfully  in  a  business  in  which 
millions  of  dollars  change  hand-  with  the  same  dispatch 
used  by  the  corner  druggist  in  balancing  hi-  ten-dollar 
charge  accounts. 

\dvertising  people,  like  those  in  other  creative  fields, 
generally  have  a  greater  interest  in  and  appreciation  of  the 
arts.  Is  a  copywriter  so  very  far  removed  from  a  novel- 
ist?   Ask  Al  Morgan  or  A.  C.  Spectorsky. 

Cunningham  &  Walsh  recognized  this  fart  when  they 
conceived  the  "Man  from  Cunningham  \  Walsh"'  pioject 
under  which  C\\\  creative  and  account  people  regular!} 
leave  their  Madison  Avenue  surroundings  and  set  out  to 
meet  consumers  at  the  point-of-purchase.  These  are  the 
"average  folks."  To  assume  that  thei]  preferences  in  read- 
ing matter,  radio  listening,  or  product  loyalty  always 
match  those  of  a  $25,000  a  year  agencj  man  (or  broad- 
caster) is  to  invite  disaster. 

A  radio  station  should  never  lose  sight  of  the  people  it 
seeks  to  inform  and  entertain.  The\  can  be  neither  in- 
formed nor  entertained  if  they  are  not  listening,  Vnd  th<  \ 
will  not  listen  if  we  foresake  them  in  favor  of  programing 
to  personal  tastes  of  a  small,  albeit  influential,  minority. 
The  big  question  is.  are  you  seeking  a  mass  audience  or  a 
Madison    \venue  audience?  ^ 


IPOXSOR 


30  jlly   1962 


65 


SPONSOR 


SPONSOR'S  special  mission 

Every  once  in  a  while  it  does  any  businessman  or  organi- 
zation a  lot  of  good  to  sit  back  and  ask  some  tough  searching 
questions,  "What's  my  role  in  this  industry?  What's  my  mis- 
sion in  life?  What  makes  my  product  or  service  unique, 
special,  different? 

We've  been  asking  these  questions  lately.  And  we've  come 
up  with  some  answers  we'd  like  to  share  with  our  readers. 

First  of  all,  sponsor  does  have  a  purpose  and  a  concept 
which  differs  from  that  of  any  other  trade  paper. 

sponsor's  special  mission  is  this: 

f.  To  reach  and  serve  advertisers  and  agencies  who  use 
tv  and  radio  advertising. 

2.  To  show  what's  going  on  in  the  field  of  air  media  ad- 
vertising by  a  clear,  crisp  comprehensive  presentation 
of  all  significant  news,  facts,  figures,  and  other  data. 

3.  To  shoiv  how  the  air  media  can  be  used  by  agencies 
and  advertisers  more  fully,  more  effectively,  and  more 
efficiently — by  the  presentation  of  feature  stories,  arti- 
cles, case  histories,  and  other  material. 

4.  To  institute  projects  which  will  contribute  to  the  growth 
and  health  of  tv/radio  advertising. 

5.  To  fight  hard  against  all  developments,  trends,  or  peo- 
ple which  downgrade  air  media  advertising  or  threaten 
its  welfare. 

6.  To  support  all  honest,  forward-looking  industry  efforts 
aimed  at  building  the  media. 

7.  To  express  the  media — to  be  the  voice  of  tv  radio  ad- 
vertising, to  mirror  the  best  in  the  industry,  to  be  the 
conscience  of  the  business. 

These  in  brief  are  sponsor's  editorial  goals,  and  we  are 
glad  to  put  ourselves  specifically  on  record  about  them. 

\\  <■  would  be  les>  than  honest  if  we  claimed  that  every 
issue  i>!  sponsor  succeeds  in  achieving  every  one  of  these 
objectives. 

Hut  we  can  sa)  with  complete  honest)  thai  these  are  what 
we  arc  striving  for,  these  are  what  we  arc  edited  lor.  and 
these  are  what,  in  W>  years,  we  have  often  achieved. 

No  oilier  broadcasting  or  advertising  trade  publication 
can  make  this  statement.  ^ 


lO-SECOND  SPOTS 

Magic:  What-to-do-for-an-encore  de- 
partment :  \\  hile  at  home  last  winter, 
Ted  Heck,  X.  W  .  Aver  &  Son  infor- 
mation services  director,  noticed  that 
it  had  just  begun  to  snow.  Turning 
to  his  kids,  who  were  playing  in  the 
room,  he  said,  "You  know,  I'm  a 
pretty  good  magician — I  now  com- 
mand it  to  snow!"  His  son,  Todd, 
6,  ran  to  the  window  amazed,  then 
looked  at  his  Dad  and  demanded, 
"O.K.,  now  shut  it  off!" 

Programing:  George  Ponte  of  Metro 
Broadcast  Sales  said  he  heard  that 
one  of  the  network's  new  shows  for 
the  fall  is  all  about  a  cowardly  skin 
diver — it's  called  "Chicken  of  the 
Sea." 

Relaxation:  Jack  Sterling,  on  his 
\\  CBS  (New  York)  radio  show,  re- 
lated the  story  of  a  habitualK  frown- 
ing executive  who  one  day  walked 
into  the  office  with  a  big  smile  on  his 
face. 

"Hey,''  said  a  new  girl  to  his  sec- 
retary, "looks  like  your  boss  is  in  a 
good  mood  today."' 

"Naw,"  replied  the  secretary,  "he's 
just  resting  his  face." 

Testing:  In  Toronto,  CHI  M  radio 
tells  of  a  chemist  who  wound  up  on 
skid  row — he  failed  to  pass  the  acid 
test. 

Warning:  An  agency  p.r.  man 
passes  this  one  along.  A  little  girl's 
mother  scolded  her  for  slicking  her 
thumb  all  the  time  and  warned  her 
that  if  she  didn't  stop,  she  would 
"swell  up  like  a  big  balloon  and 
hurst."'  Thoroughly  impressed,  the 
child  discontinued  the  practice.  How- 
ever, about  a  week  later,  she  attended 
a  PTA  meeting  with  her  mother  and 
-he  was  seated  next  to  a  young  wom- 
an in  an  advanced  stage  of  preg- 
nane. In  a  grave  whisper,  the  little 
girl  looked  at  the  woman  and  de- 
clared, "I  know  what  vou  ve  heen 
d  o  in  g ! 

Signs:  \t  a  Manhattan  cai  wash,  a 
sijin  reads,  "bates  $1.50  Mondays 
through  Thursdays  $2  Friday.  Sat- 
urday, and  Sunda\  Foreign  cars 
dunked,  "ill  cents."  In  a  small  West 
side  restaurant,  a  sign  in  the  window 
advertises  "Fresh  squoze  orange 
juice." 


66 


SPONSOR 


30  .ii  i.y   1%2 


vc^ 


I     It's  probably  possible  to  get  another  television  signal 

/      in    this   market,   hut   most   people   apparently    don't 

bother.  Metro  share  in  prime  time  is  90%,  and  homes 

delivered  top  those  of  am    other  station  sharing  the 
other  10',.   {.Mill  March,  1962) 


Your  big  buy  for  North  Florida,  South 
Georgia,  and  Southeast  Alabama   is 


<§> 


WCTV 


TALLAHASSEE 
THOMASVILLE 

BLAIR    TELEVISION    ASSOCIATES 


LOOK   FOR  THE  COACHMARK  OF  QUALITY 


CHEVROLET-  PONTIAC  •  OLD5MOBILE  •  BUICK  ■  CADILLAC 


c 


e'h 


PONSOfl 

mmmrnmm^M       ..**%.•*■>.■■-       r»  ■  rv  ■  ^     T\  I        iniirDTICCDC       IICF 


4(j$    '  r£o 

7^J|  TV  KID  SHOWS  — 
Their  improvement  is 
complicated  by  some 
startling  commercial 
realities  p   29 


MODERN  BUY1NG- 
Growth     of     broadcast 


HE  WEEKLY  MAGAZINE  RADIO  TV  ADVERTISERS  USE         ^  .^    ftas    ^^ 

a  new  role  for  today's 

p  34 


6  AUGUST  1962— 40c  a  copy  / 


buyer 


— » 


jjjj^~1   RADIO  moves  with  a  going  America 


Summer's  big  move  outdoors  is  here,  and  the 
race  to  sell  consumers  on-the-go  starts  again. 
Radio  goes  with  these  active  people  wherever 
they  are.  With  Spot  Radio  you  reach  them  best 
—  on  their  way,  when  they  get  there  —  effec- 
tively and  with  economy.  These  great  stations 
will  sell  your  product. 


Radio  Division 

Edward  Petry  &  Co.,  Inc. 

The  Original  Station 
Representative 


KOB  Albuquerque 

WSB  Atlanta 

WGR  Buffalo 

WGN  Chicago 

WDOK  Cleveland 

WFAA  DatlasFt.  Worth 

KBTR  Denver 

KDAL  Duluth-Superior 

KPRC  Houston 

WDAF  Kansas  City 

KARK  Little  Rock 

KLAC  Los  Angeles 

WINZ  Miami 
KSTP            Minneapolis-St.  Paul 


WTAR  Norfolk-Newport  News 

KFAB  Omaha 

KPOJ  Portland 

WRNL  Richmond 

WROC  Rochester 

KCRA  Sacramento 

kall  Salt  Lake  City 

WOAI  San  Antonio 

KFMB  San  Diego 

KMA  Shenandoah 

KREM  Spokane 

WGTO  Tampa-Lakeland-Orlando 

KVOO  Tulsa 
Intermountain  Network 


NEW  YORK 


CHICAGO 


ATLANTA 


BOSTON 


DALLAS 


DETROIT 


LOS   ANGELES 


SAN    FRANCISCO 


ST     LOUIS 


"next  to  KONO-tv... 
•  this  is  the  hottest 
•  spot  I've  ever  been  on" 


San  Antonio's 


Tina® 


Channel  12 


KONO-TV,  ABC  in  San  Antonio,  gives  you  more  audience  than 

either  competitor  with  45%  .  .  .  while  others  follow  with 

31  %  and  26%.  (10:00  PM  to  Midnight,  Monday  thru  Sunday, 

ARB  March  '62) 


IKti 


THE   KATZ  AGENCY,  inc. 

National  Representatives 


"Probably  the  most  articulate  spokesman  for  democracy  since  Thomas  Jefferson" 


Dr.  Albert  Burke— a  man  dedicated  to  the  crises  of  our  times!  A  dynamic  force  in  the  world  of  ideas;  a 
man  who  is  making  Americans  think.  ■  Now  available  from  NTA,  in  39  all-new,  provocative  half-hour  tele- 
vision programs  on  film  or  tape.  ■  In  his  new  series  "Probe,"  Dr.  Burke  utilizes  a  compelling  documentary 
format  to  combine  vital  and  dramatic  film  with  hard-hitting  analyses  of  the  important  problems  in  politics, 
world  affairs  and  domestic  problems  today.  ■  Dr.  Burke  and  "Probe"  are  a  unique  television  combination 
with  a  pre-built,  responsive  audience.  Contact  NTA  for  availabilities,  and  further  details  of  the  program's 
proven  merchandising  plan. 


TA 

8530  Wilshire  Boulevard,  Beverly  Hills 
DL.  5-7701 

*44  Madison  Avenue,  New  York 
3L.  3-6106 


Pre-sold  before  release  to  Crocker  Anglo  National  Bank  in  San  Francisco.  Sacramento,  Eureka. 
Chico  Redding,  Fresno,  Bakersfield,  Santa  Barbara  and  Salinas;  to  Glendale  Federal  Savings 
and  Loan  Assn.  in  Los  Angeles;  and  to  KLZ-TV,  Denver;  K0M0-TV,  Seattle;  Graceman  Advertis- 
ing, Hartford;  WTMJ-TV,  Milwaukee;  K0N0-TV,  San  Antonio;  WPIX,  New  York  City;  WSB-TV. 
Atlanta;  WGAN-TV,  Portland,  Maine;  XETV,  San  Diego;  WSM-TV,  Nashville;  WFGA-TV,  Jackson- 
ville, Fla.;  and  WMT-TV,  Cedar  Rapids,  with  more  stations  being  added  every  day. 


morning  to  midnight, 
homemaker  to  sports 
fan.WKOW'S  exclusives 


PULL 
EVERY 

TYPE^OF 
AUDIENCE 


WKOW's  magnetic  hold 
on  the  market's  largest 
radio  audience  is  in  its  EXCLUSIVE 
programs  and  personalities.  They  make 
WKOW/1070  the  major  listening  post 
for  all  listener  groups. 

Music  personalities:  Clark  Hogan,  Tom 
Hooper,  Roger  Russet,  Bob  Rahman. 
Homemakers'  friend  Luella  Morten- 
sen.  Madison's  favorite  weatherman 
Jack  Davis.  Farm  and  Markets  report- 
er Roy  Gumtow.  Bigtime  Sports:  The 
Green  Bay  Packers,  the  Milwaukee 
Braves,  the  Wisconsin  Badgers!  Plus 
CBS  Radio  news,  features  and  exclu- 
sive  personalities. 

Exclusive  favorites?  Proof  is  in  the  lis- 
tening! NCS  '61.  10,000-watt  WKOW/ 

1070  is  (nsi  in  total  weekly  homes — 
Inst   in  total  audience. 

You  'j't  more  reach  .  .  .  more  sales 
impact  .  .  .  28%  more 
counties  than  station 
B.  And  61%  more 
than  station  C.  Phone 
H-R  at  PLaza  9-6800. 


oe 


CBS   IN   MADISON 

WKOW/1070 

Wisconsin  s  Most  Powerful 
Full-Time  Station 

TONY  MOE,  Exec.  Vice-Pres.  &  Gen.  Mgr. 
WKOW  represented  nationally  by  H-R 
WKOW-TV  represented  by  Young  TV 

EJESn 


Midcontineni    Broadcasting   Croup 

WKOW-AM  and  TV  Madison  •  KELO-LAND 
TV  and  RADIO  Sioux  Falls,  S.  D.  •  WLOL- 
AM.     IM     Mpls.-St.     Paul     ■     KSO     Dcs     Moines 


©  Vol.  16.  No.  32    •     6   AUGUST  1962 

SPO 


SOR 


THE  WEEKLY   MAGAZINE  TV/RADIO  ADVERTISERS  USE 


ARTICLES 

The  tv  kid  show  problem 

29    sponsor  uncovers  some  startling  "commercial  realities"  which  make  the 
improvement  of  children's  programing  more  difficult  than  it  now  seems 

The  buyer's  changing  role 

34    In  two  decades  timebuyers  changed  from  provocative  personalities  to  slide 
rule  specialists;   yet  some  still  make  better  buys.     How  do  they  do  it? 

Create  it — you've  got  a  campaign 

36    Agency  not  only  set  advertising  campaign  for  new  ice  cream,  it  created 
it,  named  it  and  followed  through  with  promotion  and  marketing  plans 

Radio  books  a  full  hotel 

39    Once  troubled  with  slow  off-season  business,  a  Richmond  hotel  chain  has 
turned  its  properties  into  popular  midwinter  resorts  after  going  on  radio 

How  much  does  it  cost  to  watch  tv  per  hour? 

41  The  cost  is  low  but  the  answer  is  not  so  easy.    Sylvania  consulted  two 
authorities,    discovered    it    costs    just    4    cents    an    hour    to    watch    tv 

Are  I.D.s  on  the  way  out? 

42  A   20%    drop   in    first-quarter   I.D.   billings   coincident   with    16.7%    rise 
in   spot   tv   billings   may   be  one   result   of   the   40-second   station   break 

Can  America  do  too  much? 

44    Prominent    American    broadcaster,   Ward    Quaal,    WGN,   says  "we   may 
be  permitting  America  to  do  too  much"  at  Chicago  college  graduation 

NEVVS:  Sponsor-Week  7,  Sponsor-Scope  19,  Washington  Week  55, 
Spot-Scope  56,  Sponsor  Hears  58,  Sponsor-Week  Wrap-Up  60.  Tv  and  Radio 
Newsmakers  68 

DEPARTMENTS:      Sponsor   Backstage    14,  555/5th   26.   Radio 
Results  46,  Timebuyer's  Corner  47,  Seller's  Viewpoint  69,  Sponsor  Speaks  7( 
Ten-Second  Spots  70 


Officers:    Aorman  R.  Glenn,  president  and  publisher;   Bernard  Piatt, 
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,  Cathy  Spencer;  special  projects  editor,  David  Wisely. 

Advertising:  general  sales  manager,  Willard  L.  Dougherty ;  southern  sale 
manager,  Herbert  M.  Martin,  Jr.;  western  manager,  John  E,  Pearson;  north- 
east sales  manager,  Edward  J.  Connor;  production  manager.  Leonice  K.  Vert:; 
sales  service  secretary,  Karen  Mulhall. 

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

Administrative:  business  manager,  C.  H.  Barrie;  Mrs.  Syd  Guttman; 
secretary  to  the  publisher,  Charles  Aash;  George  Becker,  Michael  Crocco, 
Patricia  L.  Hergula,  Mrs.  Manuela  Santulla;  reader  service,  Mrs.  Lenore 
Roland. 


mmmmmmmmmmtmm 


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.  111).  664-1166.  Birmingham  Office:  3617  8th  Ave.  So..  FAirfM 
2-6528.  Los  Angeles  Office:  6912  Hollywood  Blvd.  128),  Hollywood  4-8089.  Printing  Of- 
fice: 3110  Elm  Av.,  Baltimore  11.  Md.  Subscriptions:  U.  S.  $8  a  year.  Canada  $9  a  year. 
Other   countries   SI  1    aycar.     Single   copies   40c\     Printed    U.S.A.     Published    weekly.     Second 


class  postage   paid   at   Baltimore.    Md. 


SPONSOR 


6   AUGl'ST    1962 


CHALLENGE:  Provide  a  way  for  438,000  TV  homes  in  the  Nation's 
38th  TV  market  to  see  for  themselves  weather  conditions  in  36  Kentucky, 
3  Alabama,  and  a  full  50  Tennessee  counties. 

SOLUTION:  Radar,  miraculous  as  television  itself,  scanning  65,000 
square  miles  of  the  Central  South,  to  show  "live"  weather  patterns  to 
viewers — exclusively  from  WLAC-TV. 

MORAL:    Buy  the  station  that  wins  audiences  with  imaginative,  enter- 
aining,  and  informative  programming — WLAC-TV     ^^     CBS,  of  course! 


91 


the  way  station  t0  the  cmtml  smh 

n  a  s  h  v  i  1 1  e        ^ 


UL  am    Ktil:  mini — he'll  slum    VOU  the  way! 


• 


BERGDORF  GOODMAN? 


^^ 


TAKE  A  SECOND  LOOK 

It's  Maurice's,  in  Duluth.  Take  a  second 
look  at  the  Duluth-Superior-Plus  market 
—it's  bigger  than  you  think!  Bigger  be- 
cause KDAL-TV  now  delivers  Duluth- 
Superior— plus  coverage  in  three  states 
and  Canada— through  fifteen  licensed 
translator  stations! 

This  ranks  Duluth-Superior-Plus  63rd 
among  CBS  affiliates*  in  homes  delivered 
—  it's  bigger  than  you  think!  And  only 
KDAL— serving  over  250,000  television 
homes— delivers  it  all! 


KDAL 


Duluth-Superior-Plus  — 
an  affiliate  of  WGN,  Inc. 


NOW  63rd  IN   AVERAGE  HOMES  DELIVERED! 


.tr'-aav 


KDAL-CBS  RADIO-TELEVISION  3    REPRESENTED  BY  EDW.  PETRY  *  CO.,  INC.  AND  IN  MINNEA 


BY  HARRY  S.  HYETT  CO.    »ARB  NOV.  1961 


6  August  1962 


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


SPONSOR-WEEK 


NBC  BRIGHTENS  BRASS 

Welpott  elevated  from  within  to  o&o  and  spot  sales 
exec.  v.p.  role;  Hausman,  Otter  also  named  as  v.p.'s 

NBC  went  to  within  its  ranks  for 


a  new  o&o  chief,  Raymond  W.  Wel- 
pott, elected  executive  v.p.  of  the 
NBC  owned  stations  and  NBC  spot 
sales  at  a  board  meeting  last  Fri- 
day, it  was  announced  by  Robert 
Sarnoff. 

Welpott  who  was  v.p.  and  general 
manager  of  NBC's  Philadelphia  sta- 
tions, was  also  elected  a  director  of 
NBC. 

At  the  same  meeting,  Lou  Haus- 
man was  elected  v.p.  and  general 
executive,  and  John  M.  Otter  was 
elected  v.p.,  national  sales,  tv  net- 
work. 

It  has  also  been  rumored  that 
NBC  was  planning  to  provide  a  new 
10-year  contract  for  Robert  Kintner 
and  to  put  T.  E.  (Dick)  Paisley,  Jr., 
WRCV  general  manager,  in  charge 
of  the  radio  o&o's.  But  an  NBC 
spokesman  would  not  comment  on 
either  of  these  possible  develop- 
ments. 


Stations  must  label  foreign 
propaganda  films-FCC 

The  FCC  last  week  brought  to  the 
attention  of  stations  infractions  of 
its  rules  and  the  Communications 
Act  regarding  broadcasts  of  tv  films 
containing  political  propaganda 
sponsored  and  paid  for  by  foreign 
governments  through  their  repre- 
sentatives here. 

The  FCC  asked  that  stations  iden- 
tify the  source  of  such  programs. 


Lipton  makes  first 
election  tv  buy 

Advertisers  are  starting  to 
make  their  first  purchases  of 
election  coverage  for  1962  on 
the  tv  networks. 

Lipton  Tea  (SSC&B)  has 
purchased  one-sixth  of  the  NBC 
TV  coverage  starting  7  p.m.  on 
6  November  election  night  and 
running  into  the  early  morning 
hours  of  the  following  day. 
Huntley  and  Brinkley  will  head 
the  reporting  staff  and  commer- 
cial announcer  George  Fenne- 
man  will  deliver  messages  live 
from  realistic  conventions  and 
election  settings,  as  he  did  in 
I960. 

The  Lipton  purchase  is  the 
first  for  election  coverage  on 
any  of  the  tv  networks. 


HEARST'S  RECORD  $10  M. 
FOR  50%  OF  WTAE,  PITTS. 

The  largest  price  ever  paid  for  a 
50%  interest  in  a  tv  station — $10.6 
million  —  has  been  paid  by  The 
Hearst  Corp.  for  the  remaining  half 
interest  of  WTAE  (TV),  Pittsburgh,  to 
Earl  F.  Reed  and  Erwin  D.  Wolf,  Jr., 
the  FCC  reported  last  week. 

Hearst  is  licensee  of  WBAL-AM- 
FM-TV,  Baltimore,  and  WISN-AM- 
FM-TV,  Milwaukee  and  owns  half  of 
WRYT,  Pittsburgh. 


RKO  RADIO  ORDERS 
BAR  MONITORING 

RKO  General  National  Sales  Divi- 
sion has  enlisted  BAR  to  create  a 
new  radio  monitoring  service. 

Broadcast  advertisers  reports  will 
deliver  certified  tapes  of  specific 
station  programing  for  use  by  ad- 
vertisers and  agencies. 

The  tapes,  although  designed  to 
record  programing,  can  also  be  used 
as  a  record  of  advertising  usage. 

Four  RKO  stations  have  already 
had  such  tapes  prepared;  KFRC, 
San  Francisco;  CKLW,  Detroit; 
WGMS,  Washington,  and  WHBQ, 
Memphis. 


Food  tv  spot  up  18.4% 

Food  stores  increased  their  spot 
tv  spending  by  18.4%  in  the  first 
quarter  of  1962,  reports  TvB. 

Gross  time  billings  reached  $2.6 
million.  Trading  stamp  billings  also 
share  the  sharp  rise,  reaching  $10 
million  compared  to  $354,000  year 
before. 


ABC's  double  golf  contests 

ABC  TV  presents  Challenge  Golf 
on  both  Saturdays  and  Sundays  for 
13  weeks  next  season.  The  series 
stars  Arnold  Palmer  and  Gary  Player 
in  match  play  against  other  golfers 
for  a   prize   of  $156,000. 

The  program  will  be  seen  for  one 
hour  Saturdays  at  2:30  p.m.  arrd 
Sunday  at  noon,  clock  time,  starting 
5  January  1963. 

Sponsors  include  Lincoln  Mercury 
(K&E).  (General  Tire)  (D'Arcy)  and  3 
M    (EW&R). 


SPONSOR 


6  august  1962 


SPONSOR- WEEK/6  August  1962 


ABC  RADIO  AFFILS 
MEETINGS  SET 

Five  regional  meetings  for  affili- 
ates of  the  ABC  Radio  network  will 
be  held  13-22  August,  president  Rob- 
ert R.  Pauley  announced  last  week. 

Dates  and  sites  of  meetings  are 
as  follows:  13  August,  Sheraton- 
East,  New  York;  15  August,  Sheraton- 
Chicago,  Chicago;  17  August,  Beverly 
Hills  Hotel,  Los  Angeles;  20  August, 
Sheraton-Dallas,  Dallas;  and  22 
August,  Atlanta-Biltmore,   Atlanta. 

More  than  100  are  expected  to  at- 
tend the  initial  meetings  in  New 
York. 


Bunker  to  be  next 
president  of  RAB 

Edmund  C.  Bunker  will  be  the 
next  president  of  RAB.  He  will  join 
the  bureau  shortly  and  is  expected 
to  take  over  before  Kevin  B. 
Sweeney's  resignation  becomes  ef- 
fective in  February  1963. 

For  nine  months  an  RAB  Commit- 
tee under  Meredith's  Frank  Fogarty 
had  been  looking  for  a  successor  to 
Sweeney. 
Bunker  is  identified  with  CBS,  at 
which  he  was 
general    man- 
ager of  WXIX- 
TV,       Milwau- 
kee,   v.p.    and 
affiliate     rela- 
tions director, 
general    sales 
manager       of 
the      tv     net- 


Ed   Bunker 


work,  and  Washington  v.p.  of  CBS 
Inc. 

He  left  CBS  in  1961  to  become  ex- 
ecutive v.p.  of  Froedtert  Malt  Corp 
in  Milwaukee,  a  post  from  which  he 
resigned  recently.  Before  joining 
CBS,  he  was  affiliated  with  WSCS, 
Charleston;  WTOC,  Savannah,  and 
ABC. 

Until  Bunker's  selection  became 
known,  the  subject  of  who  would  be 
Sweeney's  successor  led  to  exten- 
sive speculation  for  some  weeks. 


CBS  TV  o&o's  to  exchange 
Repertoire  Workshop 

The  five  CBS  TV  o&o's  will  co- 
operate to  produce  a  series  of  35 
entertainment  programs  under  the 
title  Repertoire  Workshop  during 
1963,  it  was  announced  last  week  by 
program  services  v.p.  Hal  Hough  of 
CBS  TV  Stations  Division. 

The  local  programs  are  intended 
to  develop  lesser-known  profession- 
als and  outstanding  amateurs  in  act- 
ing, music,  writing,  and  production. 

Programs  will  be  circulated  among 
the  five   CBS   owned   stations. 


COLOR  USE  OF  MOVIES 
INCREASING  LOCALLY 

Local  telecast  of  feature  films  is 
on  the  upswing,  according  to  data 
provided  by  Seven  Arts  Associated. 

Ten  stations  began  colorcasts  of 
post-1950  Warner  Bros,  features  in 
1962,  and  18  previously  showed  fea- 
tures in  color.  The  total  of  28  to 
date  is  expected  to  increase  to  40 
in  the  fall. 

The  ten  stations  which  began 
colorcasts  of  these  feature  films  this 
year  are:  WTIC,  Hartford;  KSL-TV, 
Salt  Lake  City,-  KBOI-TV,  Boise; 
WCSC-TV,  Charleston;  WKZO-TV, 
Grand  Rapids;  WRC-TV,  Washington, 
D.  C;  WHNB-TV,  Hartford;  WCKT 
Miami;  WRAL-TV,  Raleigh;  and 
KTVK,   Phoenix. 

(Continued   on   page  60,  col.    1) 


4A's  expresses  protest  on 
proposed  postal  increases 

Washington,  D.  C: 

The  4A's  stated  its  opposition  to 
proposed  postal  rate  increases  last 
week.  James  M.  Henderson,  presi- 
dent of  Henderson  Advertising  Agen- 
cy of  Greenville,  S.  C,  appeared  be- 
fore the  Senate  Post  Office  and 
Civil  Service  Committee  to  oppose 
changes  in  second  and  third  class 
(Continued  on  page  10,  col.  2) 


COLLINS  KUDOS  FOR 
AUDIENCE  BOARD 

NAB  president  LeRoy  Collins  tolc 
National  Audience  Board  represen- 
tative Leo  Solomon  that  his  organi- 
zation was  performing  a  useful  two- 
way  service  in  providing  valuable 
criticism  of  broadcasting  and  in  giv- 
ing the  public  an  idea  of  the  indus- 
try's problems. 

On  other  subjects,  Collins  said  he 
considered  the  temporary  am  freeze 
justified  and  needed  until  the  FCC 
performs  a  study  on  radio  over- 
population. 

Collins  suggested  that  tv  over- 
population might  result  from  "future 
broad  scale  uninhibited  licensing  of 
uhf  stations." 

The  NAB  president  believed  that 
planned  viewing  would  eliminate 
much  criticism  by  the  public  of  tv. 
He  said,  "If  we  can  get  the  American 
public  to  study  schedules  and  plan 
viewing  and  listening,  I  think  much 
of  the  criticism  will  fade  away." 

Philadelphia  agencies 
merge  as  B-T-F 

Philadelphia: 

Bauer  and  Tripp,  founded  in  1927, 
and  Richard  A.  Foley,  which  dates 
from  1900,  were  merged  here  last 
week  into  a  new  agency,  Bauer- 
Tripp-Foley,  effective  1  September. 

Both  agencies  are  located  at  1528 
Walnut  Street. 

Key  executive  officers  and  person- 
nel of  both  agencies  will  be  re- 
tained. 

In  the  new  agency,  Adrian  Bauer 
will  be  chairman  of  the  board, 
Charles  H.  Eyles  will  be  chairman  of 
the  executive  committee.  Alan  R. 
Tripp  will  be  president,  and  E.  Brad- 
ford Herning  will  be  executive  v.p. 

In  addition,  A.  Edward  Morgan  will 
be  senior  v.p.,  and  other  v.p.'s  will 
include  Earle  Steiert,  Russell  Gray, 
Jr.,  Frank  Corkery,  Roy  L.  Silver, 
Elmer  F.  Jaspan,  and  Davis  Miller. 

The  new  agency  will  retain  the 
accounts  of  its  predecessors. 


8 


SPONSOR 


(I    \i  (.i  si     \'H)2 


Charlotte's  WSOC-TV 

takes  4  out  of  5  first  place  awards 

Southern  Newsfilm  Competition 


H  8F 


For  third  consecutive  year 
a  big  sweep  for 
WSOC-TV  news  staff: 

1.  First  in  4  out  of  5 
tv  news  categories. 

2.  Amassed  25  out  of 
the  possible  35 
contest  points. 

3.  Each  WSOC-TV  staff 
member  placed  in  contest. 

4.  WSOC-TV's  George  Carras 
named  "Southern  TV 
Photographer  of  the  Year.' 


Some  of  the  prettiest  sales  pictures  in  the  Carolinas  are  being  built 
within  the  framework  of  Channel  9's  hard-hitting,  imaginative  news 
service.  WSOC-TV's  Carroll  McGaughey  and  staffers  bring  local  and 
regional  events  alive  for  a  market  of  nearly  3  million  people.  You'll 
|fo  well  yourself  with  Charlotte's  WSOC-TV.  Let  us  tell  you  how  this 
great  area  station  of  the  nation  can  work  with  you. 


WS  i  C-TV 

CHARLOTTE  9-NBC  and  ABC.    Represented  by  H-R 


WSOC  and  WSOC-TV  are  associated  with   WSB  and   WSB-TV,  Atlanta.   WHIO  and  WHIO-TV,  Dayton 
SPONSOR       •      (>    WGIST    1902  9 


SPONSOR- WEEK/6  August  1962 


WOKR  NAME  SET  FOR 
3rd  ROCHESTER  VHF 

Rochester,  N.  Y.: 

The  call  letters  WOKR  have  been 
selected  for  the  new  tv  channel  to 
begin  operation  here  in  September, 
it  was  announced  last  week  by  presi- 
dent and  general  manager  Richard 
C.  Landsman. 

Landsman  and  ABC  TV  station  re- 
lations v.p.  Robert  L.  Coe  jointly 
made  formal  announcement  of  the 
station's  primary  affiliation  with 
ABC. 

The  station  will  be  operated  by 
an  interim  group  of  interested  appli- 
cants until  the  FCC  approves  one 
applicant. 

Said  Coe,  "this  cooperative  move 
taken  by  the  applicants  and  ap- 
proved by  the  FCC  will  bring  three 
network  services  to  Rochester  one 
or  two  years  ahead  of  the  time  it 
would  have  taken  if  normal  proce- 
dures were  followed." 

According  to  the  station  an- 
nouncement, it  is  planned  to  use 
the  call  letters  WOKR  to  exploit  the 
phrase  OK-Rochester. 


Schwartz  named  WINS 
asst.  general  manager 

Walter  A.  (Wally)  Schwartz  has 
been  named  assistant  general  man- 
ager of  WINS,  New  York,  it  was  an- 
nounced last  week  by  general  man- 
ager Mark  Olds. 

The  announcement  of  Olds'  role 
as  manager  of 


the  WBC  radio 
outlet  took 
place  only  the 
week  before. 
S  c  h  w  a  rt  z 
has  been  na- 
tional radio 
sales  manager 
of  WBC  since 
1961.  Previously,  he  was  in  charge 
of  the  Detroit  office  of  the  AM  Radio 
Sales  Company  and  earlier  was  sales 
manager  of  WWJ  in  that  city. 


in 


Wally   Schwartz 


4A's  protest 

(Continued  from  page  8,  col.  2) 

rates  proposed  by  H.  R.  7927. 

Henderson  compared  the  proposed 
postal  increases,  in  their  expected 
effect,  to  a  federal  tax  on  advertis- 
ing. He  stated  the  postal  increases 
would  reduce  the  efficiency  of  adver- 
tising and  thereby  hamper  growth  of 
the  gross  national  product. 

In  his  statement,  Henderson  ar- 
gued that  the  proposed  bill  would 
discriminate  against  advertising, 
penalize  small  businesses,  in  effect 
be  a  "tax"  on  print  media,  put  sev- 
eral publications  out  of  business, 
tend  to  stifle  educational  and  cul- 
tural development,  and  not  even 
wipe  out  the  postal  deficit. 

He  noted  the  importance  of  ad- 
vertising to  economic  growth,  quot- 
ing recent  remarks  on  the  subject 
by  Secretary  of  Commerce  Luther 
H.   Hodges. 

Henderson  pointed  out  the  extent 
to  which  newspapers,  magazines, 
business  papers,  and  farm  papers 
depend  on  mail  delivery. 

He  condemned  H.  R.  7927  for  pro- 
posing a  still  broader  gap  between 
postal  rates  for  advertising  and  edi- 
torial content.  He  noted  that  in  the 
last  decade  second  class  rates  on 
editorial  matter  has  increased  67% 
compared  to  over  100%  on  advertis- 
ing matter. 

He  pointed  to  the  importance  of 
third  class  mail  as  a  sales  stimulant. 

In  its  effects,  the  new  bill  would 
be  the  same  as  a  direct  tax  on  ad- 
vertising, he  stated. 

He  pointed  out  that  the  burden 
would  fall  on  smaller  advertisers, 
noting  that  the  100  leading  adver- 
tisers have  an  83.1%  share  of  tv  but 
considerably  less  than  half  the  ad- 
vertising volume  in  print  media. 

Advertisers  other  than  the  top  100 
were  responsible  for  59.5%  of  news- 
paper advertising,  59.1%  of  maga- 
zine advertising,  69%  of  farm  publi- 
cation advertising,  and  90.6%  of 
business  paper  advertising,  Hender- 
son noted. 


NBC  RADIO  REPORTS 
$3.4  MIL  PERIOD 

NBC  Radio  reported  last  week  $3.4 
million  in  new  and  renewal  business 
over  the   previous  five  weeks. 

S.  J.  Johnson  returns  for  News  on 
the  Hour  starting  31  December. 
Campbell  Soup  returns  for  a  sub- 
stantial campaign.  Both  advertisers 
are  through  NL&B.  Chevrolet  (C-E) 
also  renewed  News. 

Other  buys  include  Quaker  Oats 
(Compton),  Tyrex  and  Savings  and 
Loan  Foundation  (both  McC-E). 
Weed  chains  (Reinke,  Meyer  &  Finn), 
accent  (NL&B),  Rexall  (BBDO),  Ral- 
ston Purina  (Gardner),  Pepsi-Cola 
and  Curtis  Publishing  (both  BBDO), 
and  Jaymar-Ruby  (Fladell  Harris  and 
Breitner). 


ITC  sets  up  unit 
for  public  affairs 

ITC  last  week  formed  a  public  af- 
fairs and  educational  program  sales 
division  with  Hal  Danson  as  director, 
it  was  announced  by  executive  v.p. 
Abe  Mandell. 

The  new  division  will  make  cul- 
tural and  related  programs  available 
for  local  use. 

First  release  of  the  new  unit  con- 
sists of  two  arts  programs  of  five 
half-hours  each,  Five  Revolutionary 
Painters  and  Landscape  into  Art, 
both  narrated  by  British  art  critic 
Sir  Kenneth  Clark. 


MST  deintermixture  protest 
Washington,  D.  C: 

The  Association  of  Maximum  Serv- 
ice Telecasters  has  reiterated  its  ob- 
jection to  possible  deintermixture  in 
eight  markets  in  the  light  of  the  re- 
cent all-channel  law. 

MST  argued  last  week  that  dein- 
termixture proceedings  should  be 
terminated  in  regard  to  Madison, 
Wise,  Rockford,  III.,  Hartford,  Conn., 
Erie,  Pa.,  Binghamton,  N.  Y.,  Cham- 
paign, III.,  Columbia,  S.  C.  and  Mont- 
gomery, Ala. 


More  SPONSOR-WEEK  continued  on  page  60 


men 


Sell  big  on  the  chain  that's  big  in  six  of  America's  top  ten  markets, 
plus  one  of  the  South's  richest  areas.  How  big?  RKO  General  sells 
your  product  in  areas  populated  by  over  70  million  consumers. 
And  RKO  General  delivers  the  cream  . . .  puts  you  in  tight 
touch  with  people  who  are  interested  in  your  mes 
sage  and  have  the  buying  power  to  act.  That's 
because  RKO  General  captures  their  interest 
and  wins  their  respect  with  mature  pro- 
gramming that  sets  your  message  in  a 
framework  of  imagination  and  excitement. 
Discover  the  big  new  dimensions  in  sales  on 
America's  biggest,  most  powerful  independent  radio 


and  TV  chain.  Call  your  nearest  RKO  General  Station  or  your 
RKO  General  National  Sales  Division  man. 


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


A  GENERAL  TIRE   ENTERPRISE 


WOR-AM    FM    TV 


NEW  YORK 

DETROIT    CKLW-AM   FM   TV  BOSTON 

SAN  FRANCISCO  kfrcam  fm 


KHJ-AM    FM    TV 


LOS  ANGELES 

/N AC-AM    FM    TV  lUICMDUIC 

HE   YANKEE    NETWORK  IV1  t  IV1  H M  I  O     WHBQ-AMTV 

WASHINGTON,  D.C.  wgms-am  fm 


SPONSOR 


6   AUGUST    1962 


11 


,«...-.     ^V'.:'-l* 


F;i73i  wwnfii  fn 


television's  power 
*wer  women 


Take  the  case  of  the  small  cosmetics  company  that 
started  in  1956  with  a  television  investment  of 
$219,000.  In  succeeding  years  this  company  confined 
virtually  all  of  its  advertising  budget  to  television 
and  its  sales  increased  over  7694  annually.  Today, 
its  line  of  products  has  almost  tripled,  it  is  the  lead- 
ing television  advertiser  in  its  field  (spending 
$1 4,000,000  last  year  alone),  and  its  sales  are  approx- 
imately 1 550f "r  higher  than  they  were  five  years  ago ! 


The  beauty  of  television  lies  in  its 
matchless  ability  to  influence  the 
buying  habits  of  the  buying  sex.  Its 
unique  power  to  pre-sell  precisely 
matches  the  needs  of  our  self-serv- 
ice economy.  Expose  the  ladies  to 
a  new  product  on  television  one 
day,  and  you  can  be  sure  they  will 
be  looking  for  it  in  stores  the  next. 
The  records  are  full  of  examples 
of  television's  dramatic  ability  to 
sell  new  ideas,  new  products,  even 
build  new  companies.  The  cos- 
metics-toiletries industry  is  well 
aware  of  television's  unrivaled 
selling  power  and,  as  a  result, 
spends  twice  as  many  advertising 
dollars  on  television  as  on  all  other 
measured  media  combined!  With- 
in television  the  greatest  part  of 
this  industry's  investment  goes 
to  the  network  that  for  the  past 
seven  consecutive  years  has  been 
the  most  attractive  to  women  — 
THE  CBS  TELEVISION  NETWORK® 


MfO^ 


HAHAILPAPIO 


1st.. .in  CommunitL|  Life 
1st... in  Overall  Ratinqs 
1st.. .in  Sell 
1st... in  Adult  Listen i n.q 


»      T 


SJITA 


RADIO    132 

Allentown  -Bethlehem  -  Easton 


5000  WATTS. 

No. 

I  lo 

test  Hoc 

per  and 

Pulse.  Lowest 

cost 

pe 

thousand-audi- 

ence    in    vast 

Leh 

C)h 

Vallcy 

growth 

market.  First  with  Blue 

Chip  ad\ 

ertisers. 

RADIO    138 

Tampa  -  St.'Fetersburq.FIa 


5000  WATTS.  No.  1  January-February 
1962  Hooper  .  .  double  of  all  other 
area  stations.  Lowest  cost  per  thousand 
audience  ...  in  fast  growing  Tampa- 
St.  Petersburg  market. 


TTTT 


172    : 


RADIO     62. 

Beckleq  -  W.  Virqir\i& 


1000  WATTS.  No.  1  Hooper  and  Pulse 
surveys,  serving  9  big  counties  in  heart 
of  West  Virginio.  Lowest  cost  per  thou- 
sand audience  .  .  .  featuring  great 
personalities. 


RADIO    I  I  I 

Philadelphia.  Area. 


500  WATTS.  No.  1  latest  Hooper  sur- 
vey report,  covering  large  Philadelphia 
and  Norristown  market  .  .  .  where  bulk 
of  consumers  live  and  buy.  Lowest 
cost  per  thousand  audience. 


n 


TFkl 


14 


by  Joe  Csida 


SPONSOR 


6  aug 1st  1962 


The  old  days  at  MCA 

The  strange  feeling  that  I  have  lived  several 
eons,    if   not,    indeed,   forever,   comes   over   me 
increasingly  frequently  in  these  wondrous  days 
and    times.       I    hasten    to    add    that    an    even 
stranger  feeling  that  I  will  live  at  least  another 
score   of  eons  comes  just  as   regularly.      What 
I   am   trying   to   say   is   that   I   have   never   felt 
better  in  my  life,  but  that  events  move  so  swiftly, 
progress    is    so    spectacular,    I    remember    so    many    so    drastically 
changed  things  and  peoples  and  places  that  it  just  doesn't  seem  pos- 
sible it  could  all  have  taken  place  since  1934,  which  is  the  year  I 
took  my  first  full  time  job. 

For  example,  and  most  obviously,  I  remember  when  there  was 
no  television,  and  then  I  was  struggling  with  vast  irritation  to 
bring  in  a  signal  on  a  seven  inch  tube,  and  just  the  other  day  a 
far  brighter,  more  consistent  picture  and  audio  reception  than  the 
seven  inch  set  ever  offered  was  flickering  on  the  big  screen  direct 
from  Paris,  London,  and  a  few  days  later  from  all  kinds  of  exotic  I 
places  all  around  the  world  via  the  AT&T  communications  satellite 
Telstar. 

But  the  passage  of  the  years  is  marked  even  more  vividly  for  me 
by  what  has  happened  and  is  happening  to  people  and  corporations 
in  show  business  and  broadcasting  I  grew  up  with.  Notably  what  is 
happening  to  the  Music  Corporation  of  America.  Last  month,  MCA 
and  the  Government  reached  a  stipulation  agreement  for  the  dis- 
solution of  MCA  as  a  talent  agency.  I  remember,  as  though  it 
were  a  week  ago,  when  MCA's  brilliant  president,  Lew  Wasserman, 
got  his  first  job  with  the  agency. 

Wasserman's  start 

It  must  have  been  in  the  middle  or  late  '30's.  MCA,  under  the  I 
presidency  of  its  founder,  Jules  C.  Stein,  was  already  the  biggest 
and  most  powerful  band  booking  agency  in  the  business.  Lew  was 
a  press  agent  for  a  night  club  in  Cleveland,  the  name  of  which  I 
don't  remember.  MCA  booked  bands  into  the  club.  Lew  wrote 
Stein,  one  day,  in  great  exasperation,  and  told  him  that  the  MCA 
publicity  operation  was  a  joke,  and  that  an  organization  like  the 
giant  agency  should  blush  for  shame  to  do  so  poor  a  press  job. 
Stein  wrote  Lew  and  told  him  that  if  he  thought  he  could  do  better. 
to  come  to  New  York  and  go  to  work  for  MCA. 

Lew  did  just  that.  I  was  in  the  advertising  department  of  The 
Hill  hoard  at  the  time,  and  one  of  Lew's  earliest  public  relations- 
advertising  stunts  was  worked  out  with  me.  It  was  on  the  occasion 
of  the  opening  of  MCA's  new  home  in  Beverly  Hills.  Between  Lew 
and  me  we  developed  a  special  section  in  the  paper,  celebrating  in 
{Please  turn  to  page   19) 


Why  WTRF-TV  bought  Seven  Arts'  "Films  of  the  50's"  Volumes  1, 2,  and  3 

Says  Robert  W.  Ferguson: 

"We  bought  the  Seven  Arts  films  because  they  are 

to  local  television  stations. 

'We  are  very  happy  with  all  three  Volumes, 
don't  believe  there  is  anything  else  available  for  television  that  can  come  up  to  them. 

"They  have  consistently  brought  WTRF-TV  the  highest  film  ratings  in  the  Ohio  Valley  area. 

Local,  regional  and  national  advertisers  have  shown  great  acceptance  to  spot  buys  in  and  around 

Seven  Arts'  'Films  of  the  50's\  and  the  success  of  these  presentations  has  been  extremely  gratifying. 

"We  haven't  started  running  Volume  3  yet— we  start  them  in  the  Fall  — with  the  films  that  are  in  there 
like  "Battle  Cry"  and  "Mister  Roberts"  we  are  sure  of  S.  R.  0.  with  sponsors,  and  continued  high  ratings." 


Seven  Arts' "Films  of  the  50V...  Money  makers  of  the  60's 


SEVEN  ARTS 

ASSOCIATED 

CORP. 


A  SUBSIDIARY  OF  SEVEN  ARTS  PRODUCTIONS.  LTD. 
NEW  YORK:  270  Park  Avenue  YUkon  6  1717 

CHICAGO:  8922  D  N.  La  Crosse  (P.O.  Box  613).  Skokie.  III. 

ORchard4  5105 
DALLAS:  5641  Charlestown  Drive  ADams  9  2855 

LOS  ANGELES:  15683  Royal  Ridge  Road.  Sherman  Oaks 

GRanite  6  1564-STate  8  8276 

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


^ 


Robert  W.  Ferguson, 

Executive  Vice  President 

and  General  Manager. 

WTRF-TV,  Wheeling,  West  Virginia. 


{ 


VIDEO 
\      TftPE 
is  the)  shape  of 

QUALITY 

TV  commercials 
TODAY! 


FAST,  SMOOTH  ROAD  TO 


Scotch  brand  video  tape 

combines  visual  elements  instantly 

for  "right-now"  viewing! 

On  "Scotch"  brand  Live-Action  Video  Tape,  you 
can  electronically  mix  free-wheeling  visual  ideas  with 
unequalled  speed!  No  sweating  out  the  lab  wait  for 
costly,  time-consuming  processing!  Video  tape  plays 
back  the  picture  moments  after  the  latest  "take" — 
helps  conserve  precious  production  time. 

The  sky's  the  limit  on  special  effects  you  can  achieve 
with  "Scotch"  Video  Tape.  The  automotive  "teaser" 
commercial  at  right,  for  example,  matted  the  man, 
seat,  steering  wheel  into  a  previously  taped  highway 
scene.  It  dramatized  the  performance  but  kept  secret 
new  car  styling.  With  video  tape  and  today's  versatile 
electronics  equipment,  you  can  combine  different  back- 
grounds and  foregrounds  .  .  .  put  live-action  on  minia- 
ture sets  or  in  front  of  stills  or  movies  .  .  .  combine 
several  images  of  the  same  person.  You  can  introduce 
pixies  and  giants  ...  do  split-screen  comparisons  .  .  . 
create  special-pattern  wipes  .  .  .  combine  photos, 
drawings,  cartoons,  movies,  live-action — you  name 
it!  Video  tape  shows  how  you're  doing  immediately 
when  improvements  are  easy,  corrections  economical! 

And  that's  not  all!  "Scotch"  Video  Tape  achieves 
"presence"  extraordinary,  makes  recorded  pictures 
look  live.  Editing's  easier  than  ever.  And  "Scotch" 
Video  Tape  records  in  cither  black-and-white  or  color, 
with  no  lab  processing.  Ask  your  nearby  video  tape 
production  house  for  details  on  all  the  advantages  of 
tape.  Or  send  for  free  booklet,  "Techniques  of  Editing 
Video  Tape,"  which  includes  several  examples  of  spe- 
cial effects.  Write  Magnetic  Products  Division,  Dept. 
MCK-82;3M  Company,  St.  Paul  1,  Minn. 


OTCH"  IS   A   REGISTERED  TRADEMARK  OF   MINNESOTA 

•.uFACTURING   CO..  ST     PAUL    t     u    '.   . 
ORT     99  PARK  AVE..  NEW  VORK     CANADA     LONDON.  ONTARIO. 
»62,   3M   CO 


L6 


SPONSOR 


6  august  1962 


SPECIAL  EFFECTS-NO  LAB  DETOUR! 


SPONSOR 


magnetic  Products  Division 


3IY1 

U  COmPANY 


<>  AUGUST  1962 


17 


THINK 


Why  does  the  largest  local  television  advertiser  spend  over  90%  of  his  ad- 
vertising budget  on  KRNT-TV?    And  why  has  he  for  several  years? 

Try  to  think  like  the  owner  does. 

If  it  was  all  your  own  money  and  all  your  own  sweat  and  tears  that  had  built 
up  an  outstanding  business,  and  that  business  was  all  you  had  between  your  family 
and  the  poor  house,  you'd  soon  find  out  the  best  television  station  to  use.  If  it  was 
a  question  of  sink  or  swim,  you'd  swim  or  you  wouldn't  have  been  smart  enough  to 
start  the  business  in  the  first  place.  You  would  want  advertising  effectiveness — want 
it  real  bad  .  .  .  have  to  have  it.  You  could  take  or  leave  alone  all  that  jazz  about 
ratings,  total  homes,  cost  per  thousand  and  on  ad  infinitum.  You'd  seek  to  buy  sales 
at  your  dealers'  cash  registers  for  your  advertising  dollar.  Every  moment  would  be 
the  moment  of  truth  for  your  advertising  bcause  you  had  to  eat  on  the  results. 

Well,  thats'  the  way  this  local  advertiser  thinks  and  acts  and  so  do  many  more 
like  him  here  in  Iowa's  capital  city. 


Think  of  this  .  .  .  nearly  80 %  of  the  total  local  television  dollar  is  spent  on 
this  one-rate  station  and  has  been  since  the  station's  inception.  In  a  three-station 
market,  too,  by  government  figures!  Such  popularity  must  be  deserved! 

Think — Tis  the  till  that  tells  the  tale. 

If  you  seek  to  sell  your  good  goods  in  this  good  market,  this  is  a  good  station 
for  you  to  advertise  them  on.  People  believe  what  we  say.  We  sell  results. 


KRNT-TV 

Des   Moines  Television 

An  Operation  ol  Cowles  Magazines  and  Broadcasting 


L8 


M'dNSOli 


6   AUGUST    l')()2 


Interpretation  and  commentary 

on  most  significant  tv/radio 

and  marketing  news  of  the  week 


SPONSOR -SCOPE 


6  AUGUST   1962 

Copyright   1962 

SPONSOR 

PUBLICATIONS  INC 


If  for  purpose  of  a  presentation,  you  want  to  cite  the  hottest  spot  plus  net- 
work tv  account  so  far  in  1962  your  boy  should  he  Shell  Oil   (OBM). 

At  the  rate  the  account's  going  in  the  medium  its  outlay  for  the  year  should  be  not  far 
from  the  $6-million  mark. 

For  the  initial  '62  quarter  alone  it  spent  §1.2  million  in  spot  and  for  network  there's 
about  $2.5  million  committed  for  the  Wonderful  World  of  Golf  and  Leonard  Bern- 
stein series. 

Prior  to  pulling  out  for  print  the  most  that  Shell  spent  on  tv  was  $3  million. 

Fall  spot  tv  business  started  breaking  on  the  Chicago  front  last  week. 

Included  in  the  action  were  such  perennials  as  Mile*  Labs,  Pure  Oik  Parker  Pen. 
Armour  Meats.   The  main  front:  Burnett. 

For  details  see  SPOT-SCOPE,  page  56. 

But  before  ending  this  item,  it  would  be  fitting  to  mention  that  this  burst  of  availability 
calls  has  revived  among  Chicago  reps  an  old  bugaboo  and  lament. 

It's  to  this  effect:  Chicago  moves  so  much  slower  than  New  York  on  fall  buying 
that  there  are  few  choice  avails  left  by  the  time  New  York  gets  through.  The  result; 
Chicago  reps  really  have  to  pitch  to  sell  the  residue,  especially  in  the  top  markets  where 
the  situation  seems  to  be  building  up  to  a  tight  one  by  late  August. 

Likewise  worthy  of  note:  business  has  been  so  pressing  among  the  New  York  reps  that 
the  top  firms  have  skipped  their  annual  ritual  of  canvassing  the  15  leading  agencies 
on  what  they  have  in  store  for  spot  tv  in  the  falL 

In  other  words,  they  already  know. 

Eastman  Kodak  (JWT)  will  have  a  pre-Christmas  schedule  in  spot  tv  this  year 
to  peddle  its  cameras. 

The  call  will  be  for  nighttime  chainbreaks  and  fringe  minutes  and  involves  a  mini- 
mum of  30  markets. 

Users  of  daytime  network  tv  might  as  well  start  facing  up  to  it :  if  the  near  sell- 
out position  prevails  into  the  first  1963  quarter,  there'll  be  a  hike  in  the  package 
rates. 

One  network  is  already  working  on  a  formula  that  will  serve  to  bring  in  a  little  more 
for  programing  and  at  the  same  time  diffuse  the  aspect  of  a  rate  increase. 

The  thesis  that  will  probably  be  advanced:  Nobody  is  making  any  money  from  day- 
time network,  whereas  the  advertiser  keeps  on  enjoying  a  lush  $1.50  CPM.  Without 
taking  into  consideration  the  law  of  supply  and  demand,  some  adjustment  is  dictated  by 
rising  costs,  mainly  in  the  area  of  programing. 

Even  at  this  point  it  doesn't  look  as  though  CBS  TV  and  NBC  TV  will  he  hut- 
ting their  heads  against  the  wall  by  trying  to  dispose  of  the  election  returns  only  to 
advertisers  who'll  buy  all  or  a  half. 

Both  networks  have  already  changed  tack  in  the  scramble  for  sponsors.  The  returns  may 
be  had  at  NBC  TV  in  one-sixth  lots  and  CBS  TV  has  decided  to  scrape  off  four  specials 
it  tried  to  make  a  part  of  the  election  returns  package,  selling  the  latter  instead  as  a 
unit  by  itself. 

A  fairly  safe  prediction:  with  NBC  TV  agreeing  to  six  sponsors  CBS  TV  won't  be 
far  behind  reconciling  itself  to  a  similar  arrangement. 


SPONSOR      •      6   AUGUST    1962 


19 


I 


SPONSOR-SCOPE  continued 


Alberto-Culver's  announcement  last  week  that  its  next  ad  budget  will  run 
around  $30  million  can  mean  only  lush  tidings  for  network  and  spot  tv. 

What  makes  the  opportunity  even  more  sweet  for  spot  i9  the  fact  that  the  company's 
diversifying  into  many  fields  (see  30  July  SPONSOR- WEEK).  Diversity  generally  means 
the  introduction  of  new  products  and  the  introduction  of  new  products  spell  lots  of  con- 
centration in  spot. 

To  give  you  an  idea  of  how  fast  Alberto-Culver  has  grown  in  just  spot  tv:  in  1956  it 
spent  $93,000  and  for  1961  it  was  $5,150,000. 

A-C's  practice  has  been  to  pour  60-70%  of  its  net  sales  into  tv. 

The  cigarettes  won't  have  as  many  commercial  minutes  on  the  nighttime  net- 
work tv  schedules  this  fall  as  they  had  last  year,  but  this  could  easily  be  due  to 
the  fact  their  expenditure  keeps  mounting  in  sports. 

When  the  previous  season  got  under  way  the  cigarette  companies  were  represented  by 
60  commercial  minutes,  whereas  the  total  for  this  fall,  as  tabulated  by  SPONSOR- 
SCOPE  comes  to  55  minutes. 

Nevertheless,  their  participation  in  regular  nighttime  programing  adds  up  to  not  far 
from  $2  million  a  week.  Estimates  for  sports  spending  among  the  cigarettes  is  between 
$25-30  million.  Tack  this  on  to  the  estimated  putout  of  $100  million  for  regularly 
scheduled  programing  and  you've  got  a  category  investment  in  tv  that  most  likely 
runs  second  to  drugs  and  toiletries. 

The  participations  per  week  in  regular  nighttime  programs  as  they  stack  up  for  the  fall: 


NO.  COMMERCIAL 

ESTIMATED 

ADVERTISER 

NO.  SHOWS 

MINUTES 

COST 

R.  J.  Reynolds 

11 

18 

$550,000 

American  Tobacco 

4 

m 

330,000 

Brown  &  Williamson 

7 

8 

270,000 

Philip  Morris 

6 

7 

250,000 

Lorillard 

5 

7 

280,000 

Liggett  &  Myers 

6 

ey2 

240,000 

Total 

39 

55 

$1,920,000 

Radio  reps  hear  rumbles  about  Humble  Oil  (McCann-Erickson)  that  would 
affect  the  company's  spot  empire  come  the  fall. 

The  oil  giant  has  schedules  currently  on  over  300  stations  in  70-odd  markets.  They 
started  in  May  and  were  supposed  to  be  for  26  weeks,  but  now  the  reps  hear  that  after 
Labor  Day  the  schedules  will  be  so  reshuffled  as  to  slenderize  some  markets  and 
fatten  up  others. 

The  planning  mills  must  be  grinding  very  slowly  between  Bates  and  the  special 
products  division  of  National  Biscuit  in  connection  with  Cream  of  W  heat. 

Nothing  has  been  heard  yet  by  radio  reps  in  the  way  of  availabilities  for  the  fall. 
When  the  brand  was  with  BBDO  Minneapolis  it  spent  $1.5  million  on  radio. 

The  sellers  of  spot  tv  may  find  it  to  their  advantage  to  take  a  sharp  look  at  the 
continuing  trend  in  daytime  network  tv  to  minimize  the  complexity  of  buying. 

The  latest  turn  in  this  trend  was  NBC  TV's  complete  adoption  of  the  package  func- 
tion in  daytime  pricing  and  the  elimination  of  bonus  rates,  networking  charges, 
D  and  C  rates,  and  the  whole  bundle  of  continuity,  volume  and  lineup  discounts. 

The  new  policy  also  gives  the  advertiser  new  dimensions  of  flexibility:  he  can  (a)  take 
a  hiatus  without  penalty,  (b)  forget  about  shortrate,  (c)  overlook  rate  holders,  (d) 
heavy  up  or  lighten  up  without  its  affecting  his  basic  buy. 

One  thing  that  agencies  will  like  about  the  trend:  it  cuts  down  on  their  paperwork. 

20  sponsor     •     6  august  1962 


SPONSOR-SCOPE  continued 


Four  accounts  (all,  of  course,  on  NBC  TV)  that  deem  color  essential  to  their 
commercials  activity  are  Kodak,  RCA,  Hallmark  and  Kraft. 

However,  there  are  seven  others  that  make  use  of  color  commercials  whenever  the  op- 
portunity lends  itself.  They  are  Bell  Telephone,  Chevrolet,  Ford,  Lorillard,  S.  &  II. 
Green  Stamps,  R.  J.  Reynolds  and  Wheeling  Steel. 

Monday  through  Friday  isn't  the  only  network  tv  daytime  sector  that  appears 
headed  for  a  fall  sellout:  it's  happening  also  in  the  Saturday  morning  kid  range. 

Mdst  of  the  NBC  TV  and  CBS  TV  moppet  programs  are  virtually  sold  out  and  ABC 
TV  expects  to  have  but  random  minutes  left  by  the  time  the  new  cycle  begin*. 

For  those  interested  in  how  the  package  pricing  racks  up  when  reduced  to  per  commer- 
cial minute,  effective  this  fall: 


ABC  TV 

CBS  TV  continued 

Make  a  Face 

$4,000 

Roy  Rogers 

$4,750 

Top  Cat 

5,000 

NBC  TV 

Bugs  Bunny 

4,500 

Ruff  &  Reddy 

$3,600 

Magic  Land  of  Allakazam 

4,000 

Shari  Lewis  Show 

5,000 

CBS  TV 

King  Leonardo 

5,000 

Capt.   Kangaroo 

$2,400 

Fury 

5,000 

Alvin  &  the  Chipmunks 

4,460 

Magic  Midway 

4,000 

Mighty  Mouse 

4,660 

Make  Room  for  Daddy 

4,500 

Rin  Tin  Tin 

5,000 

Exploration 

3,500 

(See  article,  page  29,  rounding  up  commercial  status  of  kid  shows.) 

A  footnote  that  was  omitted  from  the  30  July  SPONSOR-SCOPE  item  on  NBC 
TV  allowing  affiliates  70  seconds  between  all  daytime  half -hours :  ABC  TV  has  had 
this  arrangement  in  effect  from  away  back. 

Also  this:  the  NBC  TV  daytime  gesture  was  accompanied  by  a  5%  cut  in  daytime 
compensation  for  stations,  effective  1  January. 

Incidentally,  ABC  TV  hasn't  abandoned  the  idea  of  revising  station  nighttime  compen- 
sation so  that  affiliates  would,  in  effect,  be  sharing  the  risk  in  unsold  contracted  pro- 
graming.   The  fly  in  the  ointment  here:  evolving  a  practical  and  equitable  formula. 


In  view  of  the  10%  compensation  cut  they  took  for  July  and  August  NBC  TV 
affiliates  may  find  a  touch  of  irony  in  a  report  on  July  sponsorship  that  NBC  Cor- 
porate Planning  passed  on  last  week  to  the  network  brass. 

The  report  underscored  the  fact  that  NBC  TV  in  July  had  4^4  hours  more  of  spon- 
sored time  per  week  than  prevailed  during  the  like  month  of  1961. 

Also  disclosed:  compared  to  June  NBC  TV  was  up  3  hours  in  July.  It  credited 
CBS  TV  with  the  same  increase  and  posted  a  minus  11  hours  for  ABC  TV. 

Here's  NBC  Planning's  tabulation  of  all  sponsored  time  for  this  July  week  ending  the 
8th,  compared  to  the  corresponding  period  of  1961: 
NETWORK  JULY   1962 

ABC  TV  38  hours;  15  minutes 

CBS  TV  60  hours;     9  minutes 

NBC  TV  55  hours;  53  minutes 

Total  154  hours;   17  minutes 

The  report  also  noted: 

•  NBC  TV  took  over  from  ABC  TV  the  leadership  in  6  p.m.  to  11  p.m.  spon- 
sored time. 

•  In  June  Tonight  was  only  40%  sold,  whereas  the  year  before  it  was  70%. 

•  Today's  sold  level  in  July  slipped  to  12.5%  from  a  17.5%  in  June.   And  that 
CBS  TV's  Captain  Kangaroo  declined  in  sales  level  from  55%  to  40%  simultaneously. 


JULY  1961 

38  hours;  20  minutes 

48  hours:  30  minutes 

51  hours;  23  minutes 

138  hours:   13  minutes 


SPONSOB      •      6  AUGUST    1962 


21 


I 


SPONSOR-SCOPE  continued 


The  week  isn't  far  off  when  the  FCC  will  be  revealing  its  report  on  radio  reve- 
nue for  1961. 

Here's  a  gue9timate  of  what  those  figures  will  show  by  branch  of  the  medium: 
branch  1962  1961 

Network  %  33,500,000  $  31,500,000 

National-regional  spot  210,500,000  202,100,000 

Local  378,000,000  364,100,000 

Total  $622,000,000  $597,700,000 

A  critique  often  heard  among  agency  researchers  is  that  one  of  the  weaknesses 
of  daytime  audience  measurement  puts  the  emphasis  on  the  number  of  viewing 
homes  instead  of  the  number  of  attentive  housewives. 

It  is  their  guess  that  if  the  services  were  able  to  take  a  rating  in  terms  of  real  house- 
wives the  concentration  of  this  group  would  be  far  greater  than  that  shown  by  look- 
ing at  the  tune-in  figures. 

In  other  words,  the  medium  has  arrived  at  the  point  where  the  count  of  sets  turned  on 
during  the  day  hours  is  not  enough.  The  important  thing  is  defining  the  housewife 
viewer. 

Also  of  value  would  be  a  comparison  of  the  cost-per- 1,000  of  this  housewife  audi- 
ence day  vs  nighttime.   An  offhand  guess  is  that  it  runs  $1.40  day  and  $3.80  night. 

The  TvB's  next  big  promotional  effort  will  be  in  the  direction  of  the  corpo- 
rate image. 

In  the  past  two  seasons  there's  been  a  dropoff  of  that  type  of  revenue  for  the  medium 
and  the  TvB  is  working  up  a  presentation  that  it  hopes  will  serve  to  persuade  cor- 
porate management  that  tv  has  what  it  takes  to  make  selling  a  ringer  of  the  cash 
register. 

The  presentation  will  get  an  unveiling  at  the  TvB  annual  meeting  in  New  York  11-16 
November. 

Saturday  night  on  NBC  TV  won't  be  the  only  one  loaded  with  shaver  commer- 
cials this  fall:  Monday  night  on  ABC  TV  will  also  be  crowded  with  them. 

Schick  will  have  a  minute  in  three  out  of  the  evening's  five  programs  and  Sunbeam 
will  have  a  minute  in  Ben  Casey. 

By  the  way,  a  recent  study  of  electric  shaver  share  of  market  had  them  in  thi9  order: 
Norelco,  33%;  Remington,  32%;  Schick,  14%;  Sunbeam,  13%;  others,  8%. 

Shaver  sales  are  expected  to  total  seven  million  this  year. 

Pulse  figures  that  it  will  have  ready  for  distribution  next  week  that  national 
study  on  radio  it  did  last  March. 

The  probe  will  disclose  who  listens,  how  often,  how  much,  and  the  socio-economic  char- 
acteristics of  the  audience. 

Don't  look  right  now  for  ratings  of  educational  tv  stations,  because  you  won't 
find  them,  at  least  in  the  Nielsen  reports. 

But  Nielsen  thinks  that  in  time  this  audience  will  be  reportable.  That  is,  enough  edu- 
cational stations  will  subscribe  to  the  service  to  make  expansion  of  the  sample  Buffi- 
cient  to  get  a  reportable  figure. 

For  other  news  coverage  in  this  issue:  see  Sponsor-Week,  page  7;  Sponsor 
Week  Wrap-Up,  page  60;  Washington  Week,  page  55;  sponsor  Hears,  page  58;  Tv  and  Radio 
Newsmakers,  page  68;   and  Spot  Scope,  page  56. 

22  SPONSOR      •      6  AUGUST    196 


... 

■ 


'       ' 


■  i .  ■        ■■-. 

1 

■"■': 


' 


F/>sf  iff  Hoosier  Homes 


* 


Hoosier  hearts  match  pounding  hooves  beat-for-beat  wherever 
railbirds  watch.  Harness  racing  and  the  big  Indiana  State  Fair 
grew  up  together.  During  Aug.  25  to  Sept.  5  more  than  750,000 
will  attend  .  .  .  and  again  millions  more  will  "be-there"  simply 
by  tuning  in  TV  6.  For  the  14th  year,  WFBM-TV  will  produce 
more  live,  filmed  or  taped  coverage  than  any  other  local  station. 
No  denying  it  .  .  .  Mid-Indiana  figures  as  your  13th  television 
buy!  Here  satellite  markets  15%  richer  and  30%  bigger  than  the 
entire  Indianapolis  18-county  trading  area  give  you  bonus  mil- 
lions. Ask  your  KATZ  man  why  WFBM-TV  is  your  best  TV 
value  .  .  .  and  come  along  with  us  for  blue  ribbon  selling. 

Represented  nationally  by  The  KATZ  Agency 

SPONSOR       •      6    AUGUST    1962 


5>i- 

yyf    CHANNEL 

WFBM 

*-+N1DIANAPOLIS 


TIME-LIFE 

BROADCAST 

INC. 


America's  13th  TV  Market 

with  the  only  basic  NBC  coverage  of  760.000  TV  set 
owning  families.  ARB  Nov.,  1961.  Nationwide  Sweep. 


23 


24 


SPONSOR      •      6   AUGUST    1962 


Eleven  Brides 

in  a  rather  special  swimming  pool 


Or 


Certainly,  few  swimming  pools 
were  more  badly  wanted— or  were 
ever  more  elaborately  obtained. 

This  pool  was  built  because 
12,000,000  used  tax  stamps  were 
mailed  in  by  Ohio  families,  when 
they  were  asked  to  by  the  strong- 
est radio  voice  in  Northern  Ohio 
-KYW  Radio  in  Cleveland. 

The  State  then  redeemed  these 
stamps  (at  2%  of  their  face  value) 
for  the  Cleveland  Society  of  the 
Blind.  With  the  cash  this  provided, 
the  Society  paid  for  the  Summer 
Camp  Pool  (designed  especially 
for  the  blind)  which  it  had  been 
dreaming  of  for  fifteen  years. 

And  the  1  1  brides? 

They  were  picked  for  a  sur- 
prise "June  Shower"  given  to  them 
by  KYW  in  honor  of  this  year's 
vintage-crop  of  new  families  in 
the  10,000  square  miles  of  23 
northern  Ohio  counties,  where 
KYW  has  intensive  coverage. 


We  asked  the  brides  to  help  us 
to  take  this  picture  because  the 
pool  and  the  brides  together  tell 
still  another  story. 

They  represent  two  sides  of  the 
many-sided,  continuous  flow  of 
events  in  KYW's  lively,  year-round 
"Family  Affair"  with  its  listeners, 
the  largest  radio  audience  in 
Northern  Ohio. 

They  also  indicate  in  small  part 
how  KYW's  services  to  its  listen- 
ers cover  five  different  dimensions 
of  radio,  briefly  summarized  as: 
Community  Involvement,  Enter- 
tainment, News,  Personalities  and 
Public  Affairs. 

These  five  dimensions  of  respon- 
sible radio  are  the  hallmark  of  all 
WBC  Radio  Stations— whose  cre- 
ativity, importance,  and  impact 
are  measured  by  the  way  in  which 
their  listeners  respect  and  respond 
to  them  as  prime  movers  of  ideas, 
goods . . .  and  people. 


©(§)<§> 
WESTINGHOUSE  BROADCASTING  COMPANY,  INC. 

WBZ+WBZA.  WBZ-TV.  Boston;  KDKA.  KDKATV.  Pittsburgh;  WJZ-TV,  Baltimore;  KYW.  KYW-TV.  Cleveland: 
WOWO.  Fort  Wayne;  WIND.  Chicago;  KPIX.  San  Francisco  and  WINS.  New  York 


SPONSOR 


6  august  1962 


25 


Back  before  the  turn  of  the  century 
in  Dayton,  Ohio,  there  was  talk  around 
the  livery  stable  about  a  new  invention 
called  the  horseless  carriage.  But 
there  was  talk  about  something  twice  as 
fantastic  around  the  Wright  Brothers' 
bicycle  shop.  The  rumor  was  that  Wilbur 
and  Orville  Wright  were  tinkering  with 
more  than  just  bicycles.  They  were 
working  on  an  idea  for  a  flying  machine! 

And  that  was  how  a  bicycle  sprouted 
wings!  Which  made  Dayton  famous  as 
the  cradle  of  aviation  and  one  of  the 
most  important  cities  in  America. 

Here's  a  diversified,  progressive 
industrial  center  combined  with  a  wealthy 
agricultural  region  ...  a  13-county 
trading  area  of  over  one  million  people 
with  $1500  above  U.S.  average  yearly 
income  per  person  .  .  .  and  a  total  of 
one-and-a-half  billion  dollars  of  annual 
spendable  income!  This  is  Dayton.  This 
is  your  opportunity.  Call  your  WL  W-D 
Representative.  You  11  be  glad  you  did! 


NBC/ABC 

WW  L  WW  m^9  dayton 
television 

the  other  dynamic  WLW  Stations 

WLW-A  WLW- 1  WLW-C  WLW-T  WLW 

Television     Television     Television     Television     Radio 
Atlanta      Indianapolis   Columbus     Cincinnati 
Crosley  Broadcasting  Corporation 


No  cancellations 

Have  read  the  piece  in  sponsor 
("Carson's  Credo  for  Commercial 
Copy,"  9  July).  Thanks  for  quoting 
me  correctly.  There  have  been  no 
commercial   cancellations. 

Johnny    Carson 
New  York 

Fm   dollar-talk 

Request  20  copies  of  your  "Admen 
Now  Talk  Fm  Dollars,  Not  Just  Blue 
Sky"   in   SPONSOR  9  July   1962.    We 
concur!  Where  in  July  1961  we  had 
17  accounts  on  the  air,  in  July  1962 
we  are  carrying  41.     Buys  from  the 
following    10   area   agencies   are   in- 
cluded (yes,  current  July  business! )  : 
Liller  Neal  Battle  &  Lindsey,  Atlanta 
Cargill  Wilson  &  Acree,  Richmond 
McCurry  Henderson  Enright,  Norfolk 
Atlantic  National  Adv.  Agency,  Nor- 
folk 
Major  &  Bie  Adv.  Agency,  Norfolk 
Alvin    H.    Jacobson    Adv.    Agency. 

Norfolk 
Cavalier    Advertising    Agency,    Nor- 
folk 
John  H.   Lewis  Advertising  Agency. 

Norfolk 
Mathews  Agency,  Norfolk 
Chesapeake  Adv.   Agency,  Norfolk 
Gross  Fry  Agency,  Norfolk 

In  fact  we  have  15  accounts  who 
have  been  on  52  weeks  a  year  for 
over  6  years. 

Harrison  W.  Moore,  Jr. 

manager 

WRVC-FM 

Norfolk 

Your  article  on  fm  is  outstanding 
.  .  .  We  need  more  of  them.  Is  it 
possible  to  receive  25  reprints  of  the 
article? 

Sal  Butera 
manager 
WCNS-WCNO 
Canton.   Ohio 

Off   to    Nigeria 

The  21  May  1962  issue  of  sponsor 
arrived  in  the  offices  of  the  Jackson 


College  of  Journalism  this  week  and 
we  are  delighted  to  have  it.  Thank 
you  so  much  for  your  kind  response 
to  our  request  on  behalf  of  our  stu- 
dents for  copies  of  your  publication. 
We  look  forward  to  receiving 
sponsor  regularly  and  will  be  re- 
taining all  copies  in  the  college 
library  where  they  will  be  perma- 
nently available  to  both  staff  and 
students  for  purposes  of  study  and 
research.  We  are  indeed  most  grate- 
ful for  your  kind  assistance  in  this 
way  to  the  training  program  of  Jack- 
son College  and  to  the  greater  effec- 
tiveness of  its  library. 

Earl  0.  Roe 

Jackson  College  of  Journalism 

University  of  Nigeria 

Nsukka,  Eastern  Nigeria 


Bully  for  the  station  manager 
Bully  for  the  station  manager  who 
told  the  chiseler  to  go  to  hell!  ("How 
One  Radio  Station  Curbed  a  Rate 
Chiseler"— sponsor,  23  July,  1962.) 
Would  he  and  any  others  like  to 
join  us  in  asking  NAB  to  add  to  its 
Radio  Code  of  Good  Practices  that 
member  stations  will  not  deviate 
from  their  rate  cards?  Then  let  s 
ask  SRDS  to  publish  qualifications 
for  merchandising  assistance. 

Is  a  timebuyer  a  pro  because  he 
"got  a  deal"?  If  the  radio  industry 
is  proud  of  the  standards  set  by 
NAB  stations,  let's  go  all  the  way. 
Lets  start  where  the  problem  really 
exists.  If  NAB  stations  all  stuck  to 
their  rate  cards,  we  would  soon  get 
rid  of  the  chiselers  and  place  the 
legitimate  agencies  in  a  position 
where  they  would  know  that  their 
competition  was  not  buying  at  a 
lower  rate  for  a  comparable  sched- 
ule. They  would  know  that  merchan- 
dising is  standard,  and  not  flexible 
to  a  "we  need  this  one"  technique. 

John  M.  McRae 
general  manager 
KEWB 

Oakland.  Calif. 


26 


SPONSOR 


6  auctjst  1962 


iii  gat  m 


.-<   S 


'iS*£ 


EIE3!SllSEll!ll!ElBEHI33iffl 

BUT...  You  Can  Make  a  Big  Splash  in  Greater 
Western  Michigan  with  WKZO-TV! 

Outside  of  Detroit  stations,  WKZO-TV  reaches  more 
homes  than  any  other  Michigan  outlet — daily, 
nightly,  weekly. 

NCS  '61  credits  WKZO-TV  with  weekly  circulation 
in  456,320  homes  in  30  counties  in  Western  Michigan 
and  Northern  Indiana.    SRDS  rates  this  area  as  a 
market  of  over  two  and  one-half  billion  dollars 
annually.     And  Sales  Management  puts  both  Kalamazoo 
and  Grand  Rapids  among  the  55  fastest-growing 
markets  in  America! 

Let  Avery-Knodel  give  you  the  coverage  and  market 
details  on  Greater  Western  Michigan!  And  if  you  want  all 
the  rest  of  outstate  Michigan  worth  having,  add  WWTV, 
Cadillac   WWUP-TV,  Sault  Ste.  Marie  to  your 

WKZO-TV  schedule. 


WKZO-TV  MARKET 
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WWTV-FM    CADILLAC 

TELEVISION 

WKZO-TV    GRAND  RAPIDS-KALAMAZOO 
WWTV/  CADILLAC-TRAVERSE  CITY 

/WWUP-TV    SAULT  STE.  MARIE 
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ifAngel  Falls,  in  Venezuela,  lias  a  total  drop  of  3,202  feet. 


WKZOTV 

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Studios  in  Both  Kalamazoo  and  Grand  Rapids 

For  Greater  Western   Michigan 

Avery-Knodel,  Inc.,  Exclusive  National  Representative! 


SPONSOR 


6   AUGUST    1962 


27 


•  Pulled  almost  twice 

I  the  audience  on 

t  WJW-TV  as  the  next 

I  2  stations  combined 


Now  available 
nationally...  130 
fascinating  half- 
hour  programs 


Newest  children'*  I 
show  on  TV 


B'WANA  DON  in  Junde-La 


Bongo  Bailey  ...  a 

chimpanzee  who 
does  the  "Twist"! 
Bongo  is  B'Wana  Don's  chief 
helper  and  mischief  maker. 


Elsa  the  Lion  cub  . 


Bongo's  pal  and 
competitor  in  the 
wrestling  arena,  and  the  unwill- 
ing target  of  Bongo's  pranks. 


I  Benny  the  Boa  Con- 

strictor .  .  .  tame  and 
•  gentle  as  a  puppy, 
Benny  spends  his  time  and  his 
7  feet  of  body  wrapped  around 
B'Wana's  neck. 


ENTERTAINING  —  EDUCATIONAL  .  .  .  Visitors  to  Jungle-La  range  from  alliga- 
tors to  zebras  —  or  maybe  even  from  aardvarks  to  zorils.  Go  with  Bongo  on 
a  submarine  safari  to  see  rare  tropical  fish.  B'Wana  Don  brings  to  Jungle-La 
virtually  every  species  known  to  the  animal  world. 

ALSO  AVAILABLE   AS  A  ONE-HOUR   PROGRAM 


OFFICES:  Atlanta,  Chicago,  Houston,  Los  Angeles      500  Park  Avenue,  New  York,  N.Y. 


SPONSOR 

6    AUGUST     1962 


^  £  3r  Z     JL  *m  A  <$JI 

Aft 

tf_ 

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iJiiLi    ii     l^  3it.A% 

V< 

It' 

J                                   v  The  New  York  Times  Company.                                              »             ^r\_      /^|    ft 
IP^^V             Tim  s  Square.  New  York  J«.  N.  Y. ^            ^      "W     /^                ^. 

1 

/mpact  of  TV  on  ChiidrenW^l^^ 

v      ' 

To  Be  Evaluated  by  U.  S  j£^B 

_~ 

fo 

ftibicorf  Announces  Far-Reaching  Stud    MH 
ro  Distinguish  Fact  From  Fancy    M 
—Industry  Offers  Its  Support     I 

▼ 

^^^k                                                 Bv  United  PTes.  International.                                     JB 

'  ^WASHINGTON.  July  8-The,     '™e  Jf^™^^ 
KLment  announced  plans  to-  co.nesttedevetopmeni« 

Ij^horouRh  study  of  tbo  ^g*£a^  ,         ^^1                     ^ 

******* 

F 

Tougher  than  it  seems— 
the  tv  kid  show  problem 

SPONSOR   uncovers   startling   "commercial  realities"  which  affect 
improvement  of  children's  programing  more  than  outsiders  realize 


Last  week,  in  digging  for  industry  reactions  to 
the  recent  announcement  by  former  Secretary  Ribi- 
coff  of  a  massive  government  research  project  to 
determine  the  effect  of  television  programing  on 
children — a  project  backed  by  NAB  and  "wel- 
comed" by  the  networks — sponsor  uncovered  some 
startling  facts: 

1.    A  large  number  of  broadcasters  feel  that  ad- 


SPONSOR 


6  august  1962 


vertisers  are  not  bothered  by  social  responsibility, 

that  by  their  one-channel  goal  of  commercial  gain 
they  are  depriving  commercial  television  <>t  its 
meat  potential. 

2.  Advertisers  and  agencies,  while  viewing  the 
rash  of  new  educational-cultural  programs  aimed 
at  children  with  mild  approbation,  are  doing  com- 
paratively little  to   support   them    until   the}    see 

29 


what  rating  the)   come  up  with. 

3.  The  supply  of  "quality"  pro- 
graming aimed  at  satisfying  govern- 
ment-community pressures  exceeds 
the  advertiser  demand,  with  the  re- 
sult that  run-of-the-mill  cartoon  and 
comedy  shows  enter  the  '62-'63  sea-  ' 
son  with  greater  chance  of  commer- 
cial survival  than  the  so-called 
"quality"   projects. 

I.  The  whole  area  of  children's 
programing  is  open  to  question, 
since  the  number  of  advertisers  in 
specific  search  of  a  children's  audi- 
ence is  far  smaller  than  is  generally 
supposed. 

5.  The  heavy  emphasis  on  "chil- 
dren's" programing  to  the  exclusion 
of  "family"  programing  could  well 
be  the  crux  of  the  problem.  In 
truth:  is  there  really  such  an  area 
as  children's  programing? 

6.  And  finally,  it  is  obvious  that 
unless  research  projects  such  as  the 
one  about  to  be  undertaken  by  the 
Department  of  Health,  Education 
and  Welfare  take  into  consider- 
ation the  cold,  hard  facts  of  televi- 
sion's commercial  realities — and  un- 
less broadcasters  and  advertisers  find 
more  rommon  ground  than  thev  now 


seem  to  share an  uneasy  situa- 
tion could  become  a  nasty  one. 

Social  responsibility?  Former 
Secretary  Ribicoff.  in  announcing 
the  government's  far-reaching  under- 
taking, said:  "Out  of  this  project, 
we  hope,  will  come  a  better  under- 
standing of  the  effects  of  television 
upon  young  people,  and  data  indicat- 
ing how  its  rich  potentials  can  best 
be  utilized  to  help  fulfill  the  special 
needs  of  children  in  this  complex 
and  changing  world."  Adding,  in 
view  of  claims  and  counterclaims  on 
television's  effect  on  children,  that  a 
primary  aim  of  the  project  was  to 
"separate  fact  from  fancy." 

There  are  those  in  the  industry 
who,  despite  apparent  industry  soli- 
darity behind  the  Ribicoff  plan 
(which  grew,  incidentally,  out  of 
recommendations  by  LeRoy  Collins 
and  Senator  Thomas  J.  Dodd,  Demo- 
crat from  Connecticut,  during  hear- 
ings by  Dodd's  subcommittee  on 
juvenile  delinquency),  look  upon  the 
project  cynically — even  derisively — 
resenting  it  both  as  a  government- 
initiated  study  and  as  an  idealistic 
probe  into  an  area  so  commercially- 
oriented    that    commercial    television 


itself  could  be  the  stake. 

Not  so  the  majority,  and  not  so  a 
young  sales  executive  named  Yale 
Roe.  Roe,  assistant  sales  manager 
of  daytime  programs  at  ABC  TV 
and  author  of  a  forthcoming  book 
entitled  "The  Television  Dilemma" 
(Hastings  House),  which  grapples 
with  these  problems,  is  responsible 
for  sales  on  Discovery,  the  network's 
major  children's-and-daytime  under- 
taking for  the  '62-'63  season  (Mon- 
days through  Fridays,  4:30-4:50 
p.m.).  Committed,  as  he  says,  to 
the  synthesizing  of  social  respon- 
sibility with  commercial  gain,  Roe 
contends  that  advertisers  are  not 
evincing  any  of  the  social  responsi- 
bility which  is  generally  expected 
from    broadcasters. 

"Children's  programing,  as  such, 
is  not  commercially  attractive,"  he 
says,  "if  it  doesn't  deliver  adults, 
especially  women.  But  if  a  com- 
pany makes  its  living  selling  either 
to  kids,  or  for  kids,  the  least  it  can 
do  is  put  some  of  that  money  back 
into  better  programing  for  them." 

Roe  feels  that  if  Discovery  were 
less  altruistic  in  its  aims — the  show 
is   deliberately  seeking   the  six-to-12 


What  SPONSOR  has  uncovered  about  kid  shows,  advertisers 


1     Broadcasters  feel  that  the  majority  of  advertisers 
m  are  not  concerned  with  social  responsibility,  that 
by  their  preoccupation  with  commercial  gain  they 
are  depriving  commercial  television  of  its  tremendous 
potential. 


2     Advertisers  and  agencies,  while  viewing  the  rash 
m  of  new  educational-cultural  programs  for  children 
with    mild    approbation,    are   doing   comparatively 
little   in   any   initial   support  of  them.    They're   waiting 
to  see  what  ratings  they  come  up  with. 


3     The  supply  of  "quality"  programing  aimed  at  satis- 
B  tying    government-community    pressures    exceeds 
the  advertiser  demand,  with  the  result  that  run-of- 
the-mill  cartoon  and  comedy  shows  have  greater  chance 
of  survival  than  the  so-called  "quality"  ones. 


4     The  number  of  advertisers  specifically  seeking  a 
children's  audience  is  far  smaller  than  is  generally 
supposed.  Few  commercials  are  beamed  exclusive- 
ly to  children.  Even  in  peak  children's  hours,  say  observ- 
ers, the  kids  control  the  sets  but  not  the  sales. 


5     1s  there   really  such  an  area  as  "children's   pro- 
m  graming?"    Many   thoughtful    industry   people  are 
beginning  to  doubt  it.  The  heavy  emphasis  on  chil- 
dren's programing  to  the  exclusion  of  "family"  program- 
ing, they  say,  could  well  be  the  crux  of  the  problem. 


6     Unless   projects  such  as  the  one  announced   by 
Ribicoff  take  into  consideration  the  hard  facts  of 
tv's  commercial  realities,  and  unless  broadcasters 
and  advertisers  find  more  common  ground,  it  is  obvious 
that  an  uneasy  situation  could  become  a  nasty  one. 


SPONSOIl 


6  August  1962 


age  group—  it  would  be  much  easiei 
to  sell.  At  present,  Blight!)  more  than 

")()',      of    tilt'    show     is    sold.    paitiri 

pants  thus  far  being  Binnej  \  Smith 
(Chirurg  &  Cairns),  Kenner  Toys 
(Leonard  M.  Sive),  Mattel  (Carson- 
Roberts),  Transogram  (Mogul,  Wil- 
liams &  Savior  i.  and  Soyer  (Richard 
C.  Montgomery). 

SPONSOR  Has  discovered  this  senti- 
ment in  wholesale  lots.  Said  one 
executive  producer  of  children's  pro- 
grams: "We  have  a  responsibilit) 
for  better  programing  for  children, 
all  of  us.  It's  true  that  television  is 
still  an  infant,  feeling  its  way,  but 
advertisers,  with  their  present  think- 
ing, could  hold  it  in  the  Dark  Ages 
interminably." 

Said  another  producer:  "All  the 
pressure  is  on  the  broadcaster,  but 
the  broadcaster  is  totally  dependent 
upon  the  advertiser.  In  this  kind  of 
depleting,  vicious  circle,  it  is  abso- 
lutely vital  that  the  advertiser  share 
responsibility  with  the  broadcaster. 
Frankly.  I  think  government  pres- 
sure and  the  increasing  alarm  being 
evinced  bv  community  leaders  will 
turn  the  tide.  We've  got  to  realize 
that  our  national  life  is  at  stake 
unless  we  abandon  the  old  let-the- 
kids  -  watch  -  what  -  they  -  like  attitude 
and  get  on  with  something  nearer  a 
let  -  them  -  watch  -  what  -  they  -  should  - 
watch  theory." 

All  by  the  numbers?  Daily- 
well,  almost  daily — the  SPONSOR  bas- 
ket marked  "Incoming"  is  fattened 
by  press  releases,  glowingly  descrip- 
tive of  the  "new  look"  in  children's 
shows;  a  rash  of  offerings  by  net- 
works, station  groups,  syndicators, 
even  agencies,  designed  to  plummet 
Junior  and  Sis  into  the  heady  world 
of  art  and  science,  theatre  and  books. 
government  and  history.  This  fall 
alone,  in  addition  to  Discovery  on 
ABC  TV.  the  cultural-educational 
menu  is  overwhelming: 

An  hour-long  series  of  shows  on 
NBC  TV  aimed  at  both  the  five-to- 
seven  age  group  and  the  seven-to- 
ll age  group,  "providing  educa- 
tion and  entertainment  in  music, 
science,  history  and  mathematics." 
scheduled  for  12:30-1:30  p.m.  Sat- 
urdays: two  half-hour  programs  on 
CBS  TV,  one,  as  yet  untitled,  to 
"explain  the  operations  of  U.  S.  and 


1 

1  *cv& 

■    M   A  G  I  C    1        r             .- 
I   rvi  A  G  I  c  ■      OfJ-fifiTM          -^_ 

■  magic  -  $&J£38p     £ 

^  Hi'I.mI  Attractions      ^7                     ^|  ^ 

AfejrjTOPHESfr     \            m 

^Xzline  Deceptions            ■  B  MM             ^r 

■             V  ^m  1 

i  J*mmw     1    L 

1 

MAGIC! — Many  in  industry  see  hope  for  broader  family  appeal  in  projects  such  as  Westing- 
house  Broadcasting's  series  of  one-hour  prime  time  specials  starting  in  September.  First  pro- 
gram, Magic.  Magic,  Magic,  features  magician  Milbourne  Christopher,  assisted  by  Broadway's 
Julie   Harris   and   Zero   Mostel.    Series   is   now   being   offered    for   sale   by   Westinghouse   stations 


foreign  agencies  in  \\  ashington  as 
well  as  trace  the  history  of  \\  ashing- 
ton landmarks."  the  other,  a  Sunday 
afternoon  entry.  Reading  Room. 
aimed  at  stimulating  reading  among 
children  in  the  nine-to-12  group; 
The  Magic  Room,  a  half-hour  series 
exploring  the  liberal  arts,  on  Corin- 
thian-owned stations,  available  also 
through  syndication;  IT  W  ana  Don 
in  Jungle-La.  a  series  of  half-hour 
explorations  in  the  world  of  unusual 
animals,  from  Storer  Programs:  five- 
minute  programs  on  everything  from 
animal  life  to  science  and  the  arts 
from  Pathe  News  (Cinema-\ue  Pro- 
ductions), Screen  Gems,  Videocraft. 
and  others.  In  addition,  so-called 
"specials"  or  "spectaculars" — long 
an  adult  exclusive — will  be  in  full 
[lower,  among  them  a  one-hour  news 
documentary  Who  Goes  There?  on 
NBC  TV.  aimed  at  informing  young- 


sters on  the  meaning  and  evils  of 
communism,  and  12  one-hour  spec- 
ial- <ni  Westinghouse  Broadcasting 
stations,  discussed  more  fullv  in  a 
later  segment  of  this  story. 

How  are  agencies  and  advertisers 
reacting  to  this  "new  look"  in  chil- 
dren's fare?  The\'r<-  "expressing 
interest."  say  the  producers,  "'hut  it's 
an  interest  from  the  clouds."  Thus 
far.  there  has  been  little  cash-on-the- 
line. 

"This  whole  area  of  improvement, 
of  actually  doing  something  signifi* 
cant  and  constructive,"  says  a  pro- 
ducer  of  one  of  these  program-,  "is 
being  ridden  by  thai  tired  old  horse 
of  the  industry,  'Buying  \>\  the  Num- 
bers.' Oh  sure,  this  is  a  commercial 
reality,  but  until  somebody  has  the 
courage  to  break  it-  back,  the  broad- 
caster has  a  lot  of  sustaining  to  do." 


SPONSOR 


6  AUGUST  1962 


31 


Here  are  some 

significant  facts 

about  programs 

aimed  at  children 


Although  the  four  children's 
shows  described  here  differ 
widely  in  approach,  together 
they  point  up  the  commercial 
realities  of  the  kid's  market 


DISCOVERY,  ABC  TV's  new  Monday- 
through-Friday  entry  (4:30-4:50  p.m.)  is 
aimed  directly  at  the  six-to-12  age  group. 
At  present  the  show  is  slightly  over  50% 
sold.  Were  it  less  altruistic  in  its  aims,  says 
the  network's  asst.  sales  manager  of  day- 
time programs,  Yale  Roe,  it  would  be  much 
easier  to  sell.  Adding:  "Advertisers  are  not 
evincing  the  social  responsibility  which  is 
generally  expected  of  broadcasters." 


DEPUTY  DAWG,  a  six-minute  cartoon  dis- 
tributed by  Terrytoons,  is  featured  in  some 
150  local  kid  shows,  is  sold  to  H.  W.  Lay 
potato  chips  in  47  markets.  A  recent  Niel- 
sen survey  in  35  markets  revealed  only 
44.8%  children  were  watching  —  while 
17.1%  men,  23.6%  women,  and  14.5% 
teenagers  were  present.  Advertiser  moral: 
beam  to  the  kids  while  you  sell  the  grown- 
ups. Ask  the  experts:  is  there  really  such 
an  area  as  children's  programing? 


Can  "quality"  survive?  Richard 
Carlton,  vice  president  of  Trans-Lux 
Corp.  (which  will  shortly  release  The 
Mighty  Hercules,  Zoorama,  and 
Junior  Science)  believes  that  while 
there  is  every  indication  that  chil- 
dren's programs  in  general  will  be  in 
demand  by  spot  advertisers,  those 
with  an  "intellectual  base,  whether 
network  or  local,  will  be  much  more 
difficult  to  sell  simply  because  they 
will  never  command  the  ratings 
which  have  been  achieved  by  car- 
toon  and   comedy   shows." 

Carlton  sees  no  change  in  this  sit- 
uation in  the  foreseeable  future.  "The 
only  hope  for  these  intellectually 
based  programs  for  children,"  he 
says,  "would  appear  to  be  the  con- 
cern of  some  advertisers  that  they 
do,  after  all,  have  a  responsibility 
beyond  the  mass  movement  of  their 
own  merchandise.  In  other  words, 
a  calculated  buy  of  a  program  which 
is  not  likely  to  become  a  top-rated 
show  is   in  effect  a  gesture  of  good 


will  to  the  public  and  rubs  off  as  a 
sales  factor  in  the  good  will  created." 

Another  film  producer,  Abe  Man- 
dell,  vice  president  of  ITC,  says  that 
what  children  view — as  indeed  tele- 
vision in  general  —  has  no  course 
other  than  improvement. 

"Re-runs  of  cartoons,  shows  like 
the  Three  Stooges  —  these  are  not 
what  our  children  should  be  seeing," 
he  says.  Noting,  too,  that  advertisers 
must  eventually  accept  the  responsi- 
bility of  program  selection. 

Mandell  points  to  the  "tough  time" 
ITC  had  initially  with  its  half-hour 
Supercar  show. 

"The  show  goes  into  the  realm  of 
space,"  he  says,  "using  a  process  of 
super-marionation.  Its  basic  idea 
is  to  ask  the  child  to  use  his  imagi- 
nation, not  have  his  imagination  con- 
trolled. The  child,  after  awhile,  for- 
gets he  is  seeing  puppets.  They  are 
people,  and  he  is  with  them  in  space. 
But  when  we  first  began  selling  this 
program,    our    entertainment-educa- 


tion approach  was  not  recognized  as 
a  possible  key  to  the  future.  The 
basic  buyer  today  is  so  jaded  by  the 
mountains  of  film  he  sees  that  he 
doesn't  know  the  difference  between 
what's  good  and  what's  bad." 

No  "children's"  advertisers? 
Madison  Avenue,  as  well  as  most  of 
the  trade,  speaks  authoritatively  of 
"children's  programing"  and  "chil- 
dren's advertisers,"  but  SPONSOR'S  an- 
alysis reveals  no  clear-cut  definition 
of  either.  So  far  as  can  be  gleaned, 
few,  if  any,  of  the  manufacturers  of 
foods,  soft  drinks,  candies,  sporting 
goods,  and  the  like,  beam  their  mes- 
sages exclusively  to  children,  even 
in  the  so-called  peak  hours  of  chil- 
dren's viewing. 

The  only  specific  advertisers  di- 
recting their  copy  generally  to  chil- 
dren appear  to  be  the  toy  manufac- 
turers, whose  estimated  $14-15  mil- 
lion outlay  this  year  (SPONSOR,  14 
May)  accounts  in  part  for  the  expan- 
sion of  both  vertical  and  horizontal 


32 


SPONSOR      •      6  AUGUST   1962 


SUPERCAR,  a  half-hour  show  us- 
ing a  process  of  Buper-mariona- 
tion,  and  distributed  by  II C,  had  a 

"tough  time"  in  initial  sales.  Why? 
"The  basic  huyer  today,"  says 
ITC's  Abe  Mandell,  "is  so  jaded 
by  the  mountains  of  film  he  sees 
that  he  doesn't  know  the  difference 
between  what's  good  and  what's 
bad."  Adds  Mandell:  "It's  not  a  question  of  what  our  children  do 
see.    It's  a  question  ot  what  they  should  be  seeing." 

WHO  GOES  THERE?  is  a  one- 
hour  NBC  TV  news  documentary 
aimed  at  informing  youngsters  on 
the  meaning  and  evils  of  commu- 
nism, in  which  the  network's  Wash- 
ington correspondent,  Robert  Aber- 
nathy,  will  play  an  important  role. 
As  with  Westinghouse's  series  of 
"young  people's  specials"  for  the 
coming  season,  however,  the  expectation  of  adult  as  well  as  children's 
audiences  is  a  direction  being  watched  closely  by  agencies. 


children's  programs,  both  network 
and  spot.  The  leading  advertisers  on 
the  so-called  children's  programs — 
Kellogg  and  General  Mills,  the 
most  frequently  cited — are  actually 
"straddlers"  when  it  comes  to  both 
audience  composition  and  copy  ap- 
proach, often  "aiming  at  kids  with  a 
damn  fine  eye.''  as  one  rep  puts  it — 
"while  the  other  eve  is  wide  open  for 
adults." 

One  observer  points  out  that  even 
in  the  near-exclusive  hours  of  chil- 
dren's viewing — the  early  morning — 
the  advertiser  is  out  for  the  adult. 
Classic,  he  says,  is  the  case  of  Ding- 
Dong  School,  an  award-winning 
early-morning  show  when  it  ran  on 
NBC  TV.  The  show's  "teacher," 
Muss  Frances,  would  pause  for  an 
instant  when  a  child  was  sufficiently 
enraptured,  to  say.  "Now,  will  you 
go  and  get  your  mommy?*'  Cue: 
commercial. 

ABC  TV's  Roe  cites  the  case  of  a 
proposed  network  show  about  a  dog 


— "warm,  appealing,  a  natural  for  a 
dog  food."  What  did  the  dog  food 
people  say? 

'  'We  don't  sell  to  kids.  Purchases 
are  made  by  adults.  We  want  to 
reach  adults.'  " 

Examples  of  this  sort  of  reasoning, 
say  the  experts,  are  far  more  plenti- 
ful than  any  so-called  children's  ad- 
vertisers. A  case  in  point  is  Ralston- 
Purina.  Taking  on  a  program  called 
Expedition  on  ABC  TV — a  7:30  p.m. 
program  ostensibly  designed  for 
children — this  advertiser  found  much 
of  its  commercial  efficiency  and  ef- 
ficacy was  in  the  show's  appeal  to 
women,  women  being  quite  receptive 
to  the  commercials. 

Which  leads  us  into  what  might 
well  be  the  real  crux  of  the  problem 
— an  emphasis  on  "children's"  pro- 
graming  to  the  exclusion  of  "family" 
programing,  when  the  more  signifi- 
cant influence  on  children  lies  in  the 
latter. 


Family,  not  kids?  A  well-known 
early  Sundaj  evening  program  about 
a  hoy  and  his  dog,  designed  f"i 
viewing  by  children  and  bought  by 

an  advertiser  ostensibly  for  the 
child's  appeal,  was,  in  its  initial  out- 
ing, realizing  its  objectives.  Children 
were  watching.  But  it  didn't  take  the 
advertiser  very  long  to  discover  that 

in  earl)  evening  hours — while 
kids  control  the  set,  they  don't  con- 
trol the  buy.  Pressure,  therefore, 
was  brought  to  bear  on  the  network, 
revising  the  show's  format  to  put  the 
little  hoy  into  situations  of  greater 
jeopardy — the  drama  shifted  from 
the  more  tranquil  to  the  more  in- 
tense— in  order  to  attract  the  family 
pursestring.  Result:  attraction  of 
adults  and  a  happy  advertiser. 

This  anecdote  (familiar  to  certain 
initiates  along  the  Row,  and  told  to 
sponsor  with  the  most  discretionary 
avoidance  of  name-calling)  is  illu- 
strative not  only  of  advertiser  influ- 
ence on  programing  when  commer- 
cial reality  is  at  stake  but  of  the  real 
sphere  of  influence  on  children's 
viewing.  It  is  the  7-8  p.m.  time 
period,  in  fact,  which  a  growing 
number  of  the  industry's  more  con- 
scientious programers  consider  the 
major  area,  both  for  scrutiny  and 
vast   overhauling. 

But  the  adult  audience  is  not  lim- 
ited to  early  evening.  William  Weiss, 
vice  president  of  Terrytoons,  points 
to  the  documented  study  of  one  of 
his  company's  cartoon  shows,  Depu- 
ty Dawg,  a  six-minute  segment  of 
some  150  half-hour  local  programs, 
now  sold  to  H.  W.  Lay  Co.  (potato 
chips)  in  47  markets.  Nielsen  did 
an  analysis  of  this  cartoon  in  35 
markets  in  March  and  April  of  this 
year,  which  revealed,  among  other 
things,  an  audience  composition  of 
a  substantial  44.8%  children — for 
whom  the  program,  of  course,  was 
primarily  conceived  —  but  with  a 
whopping  17.1  rr  men, 23.6%  women, 
and  14.5%  teenagers  as  well.  Most 
of  the  program  times  were  Saturday, 
afternoon,  or  late  afternoon. 

"Subjects  which  appeal  to  grown- 
ups as  well  as  children,"  says  Weiss, 
"are  the  ones  which  fare  longer." 

Other   observers,    meanwhile,   take 
issue  with  the  word  "appeal."  While 
i  Please  turn  to  page  50) 


SPONSOR       •      6   AUGUST   1962 


33 


THE  BUYER'S  CHANGING  ROLE 


^    Two  decades  ago  timebuyers  were  personalities  and 
called  the  turn   in   buying  time,   stations   and   markets 

^    Today,  with  estimators,  supervisors   and  media  in 
the  act,  how  do  some  agencies  get  better  time  buys? 


Why  do  some  agencies  get  bet- 
ter timebuys  than  others?"  is  a  ques- 
tion with  as  many  answers  as  there 
are  station  reps  and  sales  managers. 
Everyone  admits,  albeit  off  the  rec- 
ord, that  some  shops  are  better  than 
others  but  every  answer  is  also  col- 
ored by  the  experiences  of  that  in- 
dividual. 

sponsor  sat  with  a  dozen  reps,  of 
all  sizes,  and  came  up  with  the  fol- 
lowing answers  and  background. 

"The  best  buys  in  radio  and  tv 
today.7'  said  every  veteran  in  the 
business,  "are  made  by  the  few  ad 
agencies  that  take  the  rep  into  their 
confidence,  that  tell  him  what  they 
are  trying  to  do  and  why,  and  then 
listen  to  the  rep's  suggestions." 

Information  tops.  And  the  top 
practitioners  of  the  art  of  making 
information  available  are  Bates  and 
Esty,  according  to  everyone  inter- 
viewed. "This  means,"  explained 
another  expert,  "that  the  timebuying 
chiefs  at  both  these  agencies  have  ac- 
ceptance with  the  account  executives 
and  clients  in  these  shops.  They 
know  what  the  client  wants,  sit  in 
when  the  original  plans  are  consid- 
ered, and  they,  in  turn,  inform  their 
time-buying  staffs. 

"These  people  not  only  know  sta- 
tions and  markets  but  they  also  know 
that  stations  and  markets  change. 
When  a  rep  makes  a  suggestion  they 
listen — they  may  not  agree,  but  they 
sop  up  and  use  the  information." 

Specifically  this  means  Esty  would 
never  be  in  the  dilemma  that  one 
"mechanical  buy"  agency  found  itself 
when  it  ordered  a  schedule  on  a  list 
of  top-rated  stations  in  the  7-8  a.m. 
time  slot.  In  one  market  the  highest 
rated  station  programed  good  music 
and  its  peak  audience  started  at  9 
a.m..  not   two  hours  earlier. 

34 


Had  the  buyer  known  what  the  ac- 
count man,  or  the  client,  wanted  he 
could  have  checked  the  ratings  with 
the  rep  and  avoided  wasting  the  ex- 
penditure in  this  market. 

Likewise  Bates,  according  to  the 
cognoscenti,  would  never  have  three 
different  timebuyers  soliciting  three 
different  type  buys  for  the  same  auto 
client  from  the  same  rep  house. 
Quite  literally  one  buyer  was  saying, 
"That  new  car  will  be  a  high  quality 
car  and  we  need  availabilities  for 
spots  with  high  income  listeners!" 
Another  was  saying,  "It's  a  medium 
price  car!!,"  while  a  third  was  iden- 
tifying the  new  line  as  a  compact  and 
asking  for  "High  rating  availabili- 
ties with  low  and  medium  income 
audiences! ! !" 

Time  wasted.  Obviously  nothing 
happened  on  the  account  but  the 
agency  timebuyers  spent  a  lot  of  time 
and  effort  that  was  completely  wast- 
ed. And  lost  a  lot  of  face  with  a  rep 
firm  that  prides  itself  on  "helping  the 
buyer  make  more  intelligent,  effec- 
tive buys." 

"When  I  started  in  this  business," 
said  one  veteran  timebuyer,  now  re- 
tired, "the  reps  were  salesmen.  Often 
we  knew  more  about  their  stations 
than  they  did.  People  like  Linnea 
Nelson,  at  Thompson,  Carlos  Franco 
at  Y&R,  Frank  Silvernail  at  BBDO, 
Beth  Black  at  Biow,  were  doing  the 
creative  thinking  in  spot. 

"In  1932  there  were  only  600  sta- 
tions, by  1942  only  around  900,  and 
making  a  smart  spot  buy  meant  buy- 
ing the  four  network  outlets  plus  one 
independent  in  the  top  25  markets. 
In  those  days  a  top-ranked  agency 
had  a  timebuying  staff  of  eight  peo- 
ple and  billed  around  $10-15  million 
dollars. 


More  buyers.  "Today  that  same 
agency  has  more  than  100  bodies  in 
timebuying,  bills  over  $150  million 
in  broadcasting,  and  has  to  keep 
track  of  3,500  am  stations,  800  fm 
outlets,  and  more  than  500  commer- 
cial tv  stations  in  as  many  as  150-200 
different  markets.  And  while  it  may 
be  true  that  few  timebuyers  today 
are  in  authority,  the  way  we  were 
when  I  was  active,  the  agencies  had 
to  stratify  timebuying  because  it  be- 
came so  big  and  so  expensive  to 
operate. 

"Today  it's  an  army  type  of  organi- 
zation, with  a  general  telling  colo- 
nels telling  captains  telling  lieuten- 
ants telling  sergeants  how  to  fight  a 
war  with  weapons  the  general  has 
never  used.  That's  why  the  reps  are 
doing  the  creative  thinking  today. 
Each  of  them  is  pushing  his  own  list 
and  large  or  small  list  he  knows  it 
better  than  the  buyer  who  has  to  try 
to  know  every  list." 

Comparing  the  agency  buying 
techniques  of  yesteryear  with  today 
we  find  that  most  contemporary  buy- 
ers are  so  jammed  with  work,  and  so 
lacking  in  authority  or  acceptance 
within  their  organizations,  that  few 
know  when  a  campaign  has  been 
successful.  In  the  old  days  time- 
buyers  kept  charts  of  sales  and  could 
tell  when  they  had  a  winner. 

In  those  days  buyers  were  in  the 
know  from  start  to  finish.  Today  the 
rep  often  knows  about  a  campaign 
before  the  buyer;  because  today  the 
rep  often  generates  a  new  push  with 
a  marketing  approach  to  the  adver- 
tiser. 

Three-year  pitch.  Many  reps, 
obviously  on  the  top  rung  of  the  rep 
ladder,  will  invest  two  or  three  years 
in  a  creative  pitch  to  a  client:  a  pitch 
involving  a  complete  marketing  an- 
alysis, merchandising  follow  through, 
and  audience  analysis  as  well  as  cus- 
tom-tailored a  typical  budget. 

It  has  been  said  that  agencies 
should  do  this,  and  some  do.  but  it  is 
also  true  that  more  and  more  of  this 
type  of  creative  selling  is  being  done 
bv  the  station  reps.  As  one  veteran 
rep  put   it-  "By  its  very  existence  a 


SPONSOR       •       6   AUGUST    1962 


rep  organization  is  a  service  organi- 
zation; a  primary  service  to  the  buy- 
er.  The  easier  we  make  it  for  the 
customer  to  buy  the  better  for  our 
stations  and  for  us." 

Not  that  it  is  peaches  and  cream 
all  the  way.  Often  an  agency  will 
requc.-t  data  on  markets  when  the 
rep  has  no  station,  or  ask  for  avail- 
abilities without  defining  the  audi- 
ence to  be  reached;  or  an  agency 
will  suggest  that  a  client  use  local 
people  to  approach  a  station  direct 
and  bypass  the  rep's  159?  commis- 
sion from  the  station.  (Which  has 
been  done  by  one  of  the  top  agen- 
cies and  top  motor  makers.) 

Or  an  advertiser  will  move  twice 
as  much  merchandise  as  expected 
and  then  refuse  to  credit  the  broad- 
cast medium,  even  though  that  was 
the  only  advertising  utilized. 


Or,  to  get  business  for  a  marginal 

market  station,  a  rep  will  devise,  and 
with  the  station  execute  a  complete 
marketing  and  distribution  analysis 
that  is  obviously  a  function  of  the 
agency  or  the  advertiser. 

Or  a  rep  will  dig  out  and  advise 
an  agency  and  the  advertiser  that  a 
product  is  being  sold  in  a  market 
that  they  did  not  know  about. 

Or  a  rep  will  patiently  explain  to 
a  new  timebuyer  what  a  community 
antenna  is  and  why  a  mountain  sta- 
tion in  a  town  of  25,000  can  service 
a  market  of  125,000  homes. 

The  better  agencies  keep  their 
timebuyer  informed  and  authorize 
them  to  give  the  rep  full  information 
on  the  campaign  being  planned. 
Many  a  rep  has  steered  many  a 
young  buyer  away  from  buying  a 
border  station  that  had  no  audience 


on  the  othei  Bide.  \nd  man)  .i  rep 
has  shown  a  buyer  how  to  gel  the 
full  available  discount. 

Todaj  ii~  tin-  agency  thai  pro- 
vides tb<-  most  information  thai  gets 

the  best  buy. 

The)  get  the  best  buy  b\   making 

full  use  of  what  the  rep  has  to  offer; 
and  the  rep  todaj  has  much  more  to 
offer   because,    like   the   agency,   the 

rep  has  increased  his  stall. 

Hie  old-line  rep  firms  have  pro- 
motion and  research  staffs  of  15  to 
20  people  today  where  the)  bad 
three  or  four  20  vears  ago.  Even 
the  newer  rep  firms,  unable  to  afford 
a  staff  service,  are  tapping  inventive 
research  and  marketing  minds  on  a 
consultant  basis. 

For  what  the  rep  want-  i^  business 
and  hell  do  what  has  to  be  done  to 
gel  it.  ^ 


iiiliiiliiiiiillliiiillinilil              ..:iiu..;ii1n;iKiiU]i1..,iUii]iiiiiiiiiini;niiii]i.;»i ^ .;  .Miuiii: ':    .iiiiiiniiiiifiiiiiNiDiiiiiiiiinnii ii!!ii ni.;r unmi!; iiiiifiini]!: :■  : .;::  _.: lurailllllilliliilirailiii 

Timebuying— How  it  compares,  yesterday  and  today 

THEN  (1932)                                                        TODAY  (1962) 

1.   The  buyer  is  in  on  plans 

1.   Rarely 

2.   25  market  buy  was  big 

2.   Routine 

p 

3.   Buys  twiee  a  year 

3.   Six  times  a  year  average 

4.   Traveled  a  lot 

4.   Rarely  gets  out 

1 

5.   Knew  stations  and  markets 
firsthand 

5.   Too  busy 

6.   3500  am.  800  fm.  500  tv 

6.   600  am  stations 

7.   Staff  of  100 

7.   Staff  of  8 

8.   Who  has  time  to  worry  about 
yesterday's  eampaign? 

8.   Tabbed  results 

9.   Knew  as  mueh  if  not  more 
than  rep 

9.    So  departmentalized  the 
buyer  knows  too  little 

10.   Told  rep  what  was  needed 

10.   Seeurity  is  the  password 

1 

THE  BIGGER  AN  ARMY  the  further  the  general  is  removed  from  the  firing  line.   In  early  days  of  timebuy- 
ing the  buyer  was  Command,  Intelligence,  Logistics  and  Supply.   Today,  the  Army  is  so  big,  the  General 
is  now  a  Field  Marshal  and  a  lowly  leftenant  relays  the  buying  orders.   His  job  is  not  to  know,  just  buy. 

SPONSOR       •      6   AUGUST    1962 


Create  it — you've  got  a  campaign ! 


^    Not  only  did  GB&B  set  the  campaign  for  Foremost' s 
newest  ice  cream  flavor— it  helped  to  create  the  product 

^    Request  to  suggest  name  for  ice  cream  developed 
into  campaign  on  60  tv  stations  and  175  radio  stations 


ow  and  again  an  advertising 
agency  has  the  opportunity  to  create 
a  new  product  for  a  client,  either  in 
whole  or  in  part.  Obviously,  if  the 
product  is  endowed  with  potential  as 
a  consumer  success,  its  promotion 
falls  to  the  agency  which  helped  to 


MEN  AT  WORK:    GB&B's  Foremost  Frozen  Product  account  executive,  Hans  L.  (Lefty)   Stern   (I)   and  FFP  brand  manager,  Fred  I.  Fornia,  sam- 
ple one  of  several  test  formulas  for  a  new  ice  cream  flavor,  already  named  by  the  agency.    Charles  Warren,  research  director,   looks  on  in   lab 


bring  it  into  creation. 

One  such  product  was  Stripe  tooth- 
paste, which  Ted  Hates  &  Co.  helped 
create  and  advertise  a  few  years  ago 
for  its  client,  Lever  Bros.  The  new 
toothpaste  was  heavily  supported  by 
broadcast  campaigns. 

A  more  recent  instance  of  an  ad- 
\  < - 1  ( i - i 1 1 <_!  agency's  participation  in 
the  creation  of  its  client's  product 
pes  behind  Guild.  Bascom  &  Bon- 
figli's  (San  Francisco)  current  four- 
media  campaign  for  Foremost  Ice 
Cream's  new  "Pecan  Dandy"  flavor. 

The  broadcast  campaign,  which 
began  last  Monday,  is  being  aired  in 
41  tv  markets  and  50  radio  markets 
on  about  60  tv  stations  and  175 
radio  stations. 

Roughly,  the  schedule  covers  most 
of  Foremost  territory  which  includes 
the  West  Coast,  the  South,  Texas,  a 
thin  belt  through  the  Midwest,  and 
some  New  England  areas. 

It  began  simply  enough,  several 
months  ago.  with  a  request  by  Fore- 
most for  GB&B  to  submit  a  list  of 
names  for  potential  ice  cream  flavors. 
It  ended  with  the  agency  eventually 
not  only  developing  the  product 
name,  but  also  helping  to  develop 
the  actual  formulation  of  the  product, 
creating  the  packaging,  and  devising 
the  marketing  plan  and  advertising 
to  promote  it. 

Hans  L.  (Lefty)  Stern,  GB&B  ac- 
count executive  on  Foremost  Frozen 
Products,  said  an  original  long  list 
of  names  was  drawn  up  for  ice  cream 
flavors  by  the  agency's  creative  de- 
partment. "They  came  up  with  some 
pretty  interesting  ones  too,"  Stern 
said,  "like,  'TJ.  S.  Mint,'  Tangerine 
Tango.'  'Cinnamon  Stick,'  'Huckle- 
berry Fling,'  and  'Pecan  Dandy.'  " 

An  independent  research  firm  was 
then  called  in  to  test  the  names, 
Stern  said.  It  went  into  two  cities 
and  asked  women  which  name  on  the 
list  appealed  to  them  most  as  a  name 
for  a  new  ice  cream.  "Pecan  Dandy" 
ran  high. 

The  list  came  back  and  was  boiled 
down  to  14  names.  The  agency  then 
gave  the  list  back  to  the  creative  de- 
partment and  asked  them:  "How  do 
you  visualize  these  names?" 

By  now,  the  agency  had  developed 
a  line  concept  of  special  ice  cream 
flavor  packaging  which  was  used  in 


TAKING   SHAPE   on    rough   sketches,   the    "Pecan    Dandy"   flavor  visualization,   conceived    by 
GB&B  art  directors  Sam  Hoi  lis   (I)    and   Peter  Moclc,   became  a   major  feature   in  tv   messages 


the  research  of  the  visualizations. 

The  creative  department  then  com- 
pleted a  separate  package  for  each  of 
the  14  flavors.  To  each  visualization 
was  added  two  or  three  lines  of  copy 
which  described  each  ice  cream 
flavor  in  broad  terms. 

The  copy  was  written  by  Stern  and 
Fred  I.  Fornia,  Foremost  Frozen 
Products  brand  manager,  both  of 
whom  had  decided  what  kind  of 
flavor  would  go  into  the  various 
packages  bearing  the  new  names. 

The  visualization  and  copy  was 
then  tested  in  seven  cities  and  when 
the  research  came  back,  "Pecan 
Dandy"  was  rated  number  one. 

In  Foremost's  ice  cream  labora- 
tory, several  samples  of  "Pecan 
Dandy- — a  pecan  flavored  ice  cream 
with  big,  buttered  pecans  and  little 
bits  of  crunchy  candy"' — were  made 
and  taste-tested  by  Fornia,  Stern 
and  representatives  of  the  agency's 
creative,  marketing  and  account 
groups,  until  the  final  formula  was 
decided  upon. 

Already  completed,  under  the  su- 
pervision of  art  directors  Sam  Hollis 
and  Peter  Mock,  was  a  package  fea- 
turing a  cartoon  man  in  a  straw  hat 
and  awning-striped  blazer — "the  'Pe- 
can Dandy'  protagonist."  Stern  said. 


Another  innovation  the  package  had 
was  a  white  background,  which  (to 
Stern's  knowledge)  is  never  seen  on 
the  West  Coast,  where  ice  cream 
packages  are  multi-colored. 

Meanwhile,  back  at  the  agency, 
some  advertising  was  being  prepared 
— specifically  minute  and  20-second 
tv  commercials,  55-second  radio  com- 
mercials (to  allow  for  5-second  live 
tags  proclaiming  special  sales,  etc), 
an  outdoor  board,  and  a  trade  ad  to 
appear  in  the  California  Grocers  Ad- 
vocate. 

The  campaign  will  continue  until 
late  October,  although  there  will  be 
a  let  up  in  the  messages  in  all  adver- 
tising in  early  September,  except  in 
sponsored  half-hour  tv  programs. 

The  sponsored  tv  programs  (e.g., 
Bilko,  True  Adventure  and  Guest- 
uard  Ho!)  appear  in  20  markets;  tv 
spots  in  21  other  markets,  and  radio 
commercials  in  approximately  50 
markets,  a  few  of  which  are  also  tv 
markets.  About  one  and  one-half 
stations  are  used  in  each  tv  market, 
and  about  three  and  one-half  stations 
in  each  radio  market. 

The  buys.  Stern  said,  "are  in  all 
times  of  the  day- — daytime,  fringe, 
and  night — and  are  aimed  at:  a)  all- 
familv.  and  b)   women." 


SPONSOR      •      6  AUGUST  1962 


37 


MAPPING  MEDIA   plans  for  the  "Pecan   Dandy"   campaign  are   GB&B   senior  vice    president 
and  account  supervisor  Ernest  J.  Hodges  (I)   and  media  directors  Lyndon  Gross  and   Peg  Harris 


Considerations  which  determined 
the  buys,  in  addition  to  availabilities 
and  price  factor,  were  the  client's 
strong  or  weak  position  in  a  market 
or  the  distribution -potential  within 
anv  given  market. 


Several  weeks  before  the  actual 
buying  began,  however,  GB&B  held 
two  meetings:  one  for  tv  reps  and 
one  for  radio  reps,  at  which  the  reps 
sampled  the  new  "Pecan  Dandy"  ice 
cream    flavor,    and    were   each    given 


PERSONIFICATION  of  the  "Pecan  Dandy"  cartoon  man  is  Foremost's  "announcer  41,"  shown 
here   in   a   still   from  the  one-minute   commercial.    Cartoon   character   also  appears  on   packages 


their  own  kits  for  each  of  their  sta- 
tions. 

The  kits  contained  a  letter  from 
Stern  telling  about  the  product  and 
requesting  their  assistance  in  pro- 
moting it.  In  addition  to  broadsides 
and  jumbo  post  cards,  each  station 
was  given  the  name  and  location  of 
the  nearest  Foremost  manager.  A 
covering  note  was  enclosed  which  the 
stations  were  asked  to  use  to  reply  to 
GB&B.  Stern  reported  "good  suc- 
cess" with  the  note. 

The  jumbo  post  cards  were  to  be 
sent  by  the  stations  to  the  key  chain 
buyers,  or  buyers  in  the  retail  gro- 
cery business  "to  increase  their 
awareness"  of  the  product. 

GB&B  then  covered  all  bases  in 
this  area  by  also  sending  out  a  Fore- 
most trade  mailer  to  about  700  key 
retailers,  notifying  them  of  the  ad- 
vent of  "Pecan  Dandy"  and  advising 
them  of  the  advertising  support  it 
was  to  get. 

Later,  point-of-sale  material  was 
sent  to  all  markets.  This  included 
in-store  pole-topper  displays  (show- 
ing the  cartoon  man),  "soft  sheets" 
to  be  stuck  over  freezers,  and  "shelf 
talkers"  (Buy  Pecan  Dandy  toda\  !  *. 
While  doing  the  tv  storyboards, 
Stern  said  it  was  decided  to  write-in 
a  live  "cartoon  man."  as  conceived 
by  Hollis  and  Mock,  into  the  com- 
mercials. 

The  photo  at  the  bottom  of  this 
page  is  a  still  from  the  one-minute 
commercial,  and  the  following  is  a 
sample  of  the  storyboard: 
(VIDEO:  OPEN  with  ECU  of  Pecan 
Dandy  carton,  showing  cartoon  char- 
acter on  package.  DOLLY  BACK  ob 
words  "and  here's"  to  reveal  ANNCR 
41  holding  carton.  He  is  dressed 
exactly  the  same  as  the  cartoon  char- 
acter on  the  package:  striped  blazer, 
bow  tie,  straw  boater.  On  table 
before  him  are  fancy  nut  and  candy 
dishes  (one  filled  with  buttered  pe- 
cans, the  other  Idled  with  bits  of 
pecan  brittle),  dish,  spoon,  ice  cream 
scoop. ) 

(V.O.  INTRODUCES  ANNCR  41) 
ANNCR  41:  Pecan  Dandy  is  a  de- 
licious ice  cream  full  of  nuts  and 
candy  anil  pecan   flavor — 

(SOUND:   OFF-CAMERA   LAUGH- 
TER) 

{Please  turn  to  page  50) 


38 


SPONSOR 


6  August  1962 


WEEKEND  VACATION    package   for   midwinter  at   $14.95   was  designed   to   bolster  off-season   business  at   Hotel  Chamberlin,   Fort   Monroe,  Va. 
Discussing   radio   campaign    (l-r):  John   Lanahan,   pres.,   Charles  Adams,  sales  mgr.,   Richmond   Hotels;  John  Tansey,   gen.  mgr.,   WRVA,   Richmond 

RADIO  BOOKS  A  FULL  HOTEL 


^    18  months  ago  a  Richmond  hotel  chain  Mas  stuck 
with  a  prohlem :  how  to  build  up  off-season  reservations 

^    Today  the  operation  has  become  a  thriving  midwinter 
resort  by  using  radio  to  promote  winter  weekend  specials 


By  CHARLES   M  .   ADAMS 

director  of  sales.  Richmond  Hatch.  Inc 

■  n  18  months,  we  have  converted  an 
idle  off-season  hotel  operation  into  a 
popular  winter  resort.  At  the  same 
time,  we  have  created  an  armv  of 
volunteer  salespeople  who  are  talking 
ahout    our    S3.500.000    improvement 

SPONSOR      •      6   AUGUST   1962 


and  renovation  program. 

How  did  we  gel  tlii-  storj  across? 

Radio. 

Yes,  radio  filled  up  the  rooms  and 
reversed  a  trend  that  mam  said 
couldn't  he  done. 


Just  how  record-breaking  the  suc- 
cess was  is  shown  in  this  tabulation 
of  room  occupanc)  during  the  mid- 
wintei  promotion: 

LAST         THIS 

YEAR        YEAR 

ROOMS  SOLD         1,063  2,225 

\\  l!\  \.  Richmond,  was  selected 
because  ol  its  power  and  prestige  in 
\  irginia.  \\  e  knew  \\  |{\  \  would 
reach  most  of  the  state  in  the  daytime 
and  far  beyond  at  nighttime.  The 
balanced  programing  on  W  l!\  \  de- 
livers  the  kind  of  adult,  responsible 
prospect  we  were  seeking.  Ml  this 
was  theory   18  month-  ago.    Now,  to 

us.  it's  fact. 

39 


We  have  proof  that  East-bound 
travelers  have  started  listening  to  our 
promotional  spots  as  far  West  as 
Memphis,  Tenn.  What's  more,  they 
have  taken  them  seriously  enough  to 
have  become  guests  of  the  John  Mar- 
shall or  the  Hotel  Richmond  on  their 
arrival  in  Richmond.  Our  verifica- 
tion of  the  effectiveness  of  this  radio 
response  is  based  on  a  number  of 
sources,  from  guests,  Richmond  visi- 
tors, and  our  registration  desk  staffs. 

Our  need  for  lots  of  public  atten- 
tion went  beyond  the  mere  necessity 
for  higher  occupancy  rates  and  a 
healthier  volume  of  banquet  and 
meeting  business.  The  reason  lay  in 
the  $3,500,000  improvement  we  em- 
barked on  in  1960.  We  knew  that 
changes  in  all  our  units,  the  three 
hotels  in  Richmond  and  the  resort 
facility  at  Fort  Monroe,  Va.,  would 
be  rapid,  visible,  and  exciting.  We 
wanted  the  public  to  share  a  feeling 
of  participation  in  these  changes,  and 
to  identify  the  facilities  as  major  as- 
sets in  their  communities. 

We  knew  that  simply  repeating 
standard  commercial  messages  would 
do  very  little  in  creating  the  kind  of 
walking  chambers  of  commerce  we 
wanted,    and   that   so   much   of   our 


hotel  public  later  became. 

Our  messages  had  to  spark  interest 
and  to  strike  a  new  note  if  they  were 
to  be  effective.  Our  basic  philosophy 
in  styling  radio  messages  was  this: 
"Be  intriguing,  be  informative  and 
be  timely." 

An  early  test  of  the  whole  challenge 
came  when  we  took  some  fairly  dras- 
tic measures  to  prop  up  our  tradi- 
tionally sagging  mid-winter  volume  at 
the  Hotel  Chamberlin,  a  300-room 
seaside  unit  on  the  Chesapeake  Bay. 
Here  we  faced  all  of  the  standard 
headaches  that  a  mid-Atlantic  man- 
ager must  experience  in  a  resort  fa- 
cility, sharp  drops  in  occupancy  in 
January  and  February,  service  staffs 
that  melted  away  and  all  the  rest  of 
it.  To  combat  this  virtual  evacuation 
of  our  resort  unit,  we  styled  a  family 
winter  weekend  vacation  package  that 
was  billed,  in  all  seriousness,  as  "so 
inexpensive  you  can't  afford  to  stay 
at  home." 

The  highlights  of  this  vacation 
package,  which  was  to  prove  an  out- 
standing success,  are  revealed  by  this 
typical  radio  spot: 

AN  NCR.:  It's  winter  weekend  va- 
cation time  at  the  Hotel  Chamberlin 
at    Fort    Monroe.     The    Chamberlin 


DINING  business  jumped  400%  after  Hotel  Richmond  promoted  its  Centennial  Room  on  radio. 
Emphasized   "finest  food   served   in  the   atmosphere  of  a  candle-lit  old   southern  dining    room" 


Winter  Weekend  Vacation  Special 
includes  for  only  $14.95  per  person  a 
delightful  room  for  two  nights,  dinner 
Friday  night,  southern  style  break- 
fast Saturday  and  Sunday  and  the 
famous  Saturday  night  buffet.  You 
may  substitute  Sunday  lunch  for  Fri- 
day-night dinner  if  you  so  desire. 
All  of  this  for  only  $14.95  per  person, 
double  occupancy-  There's  a  heated 
indoor  pool  and  sightseeing  spots 
galore.  Try  the  Winter  Weekend  Va- 
cation Special  at  the  Hotel  Chamber- 
lin, but  make  reservations  early  for 
they're  sold  out  the  weekends  of 
February  10  and  17.  Call  the  John 
Marshall  or  the  Chamberlin  direct." 

Note  that  we  included  all  the  nuts 
and  bolts  of  a  standard  radio  appeal 
in  this  one — but  there  are  two  un- 
usual twists  in  the  story.  One  of 
them  is  almost  invisible.  This  is  the 
double  mileage  we  get  out  of  promot- 
ing two  hotels  in  one  commercial. 
At  the  end  of  the  announcement  we 
make  the  whole  thing  look  a  little 
bit  "exclusive"  by  letting  our  public 
know  that  we  were  selling  out,  and 
with  the  firm  conviction  that  there's 
nothing  that  will  make  the  public  sit 
up  and  take  notice  quicker  than  the 
"standing  room  only"  sign. 

Virtually  all  of  our  messages  on 
WRVA  carried  something  like  this 
slight  note  of  surprise,  or  perhaps  an 
interesting  bit  of  information,  pre- 
sented as  if  from  a  friend  in  the  com- 
munity. 

State  Fair  visitors  (who  pile  into 
Richmond  at  the  rate  of  70,000  a  day 
in  September)  were  told  that  there 
was  an  information  center  on  State 
Fair  attractions  awaiting  them  at  the 
Hotel  John  Marshall. 

Richmond  visitors  were  urged  to 
"make  downtown  Christmas  shopping 
trips  fun  again,"  and  they  were  told 
how  they  could  do  it — by  making  use 
of  a  $4.00-a-day  room  charge  at  the 
John  Marshall  which  gave  them 
twelve  hours  of  free  parking  and  a 
9  a.m.  to  9  p.m.  "rest  for  the  weary" 
hotel  room  where  packages  could  be 
assembled,  feet  restored  to  life  and 
the  end  of  the  day  brightened,  per- 
haps,  1»\  a  (|uiet,  relaxing  dinner. 

Because  we  can  get  a  radio  com- 
mercial on  the  air  in  a  matter  of 
minutes.  I  where  as  the  lead  time  with 
television  and  newspapers  amounts 
to  considerably  more),  radio  adver- 


40 


SPONSOR 


6  aucust  1962 


tising  has  been  uniquel)    appropriate 

to  fast-changing  hotel  needs  and 
special  rate  announcements.  But 
radio  has  also  served  as  well  in  quite 
sustained  promotions. 

One  of  the  earliest  features  of  our 
current  remodeling  program  was 
creation  of  a  really  elaborate  dining 
room  for  the  Hotel  Richmond  done 
in  an  ante-bellum  decor  and  located 
in  the  heart  of  Richmond's  most  his- 
toric area,  just  off  Thomas  Jefferson's 
Capitol  Square.  We  christened  this 
new  restaurant  the  "Centennial 
Room"'  and  the  title  proved  to  be  no 
i"kc  aa  it-  record  has  already  be- 
come a  landmark  in  the  historj  of 
Virginia  dining.  We  used  30-second 
spots  like  this  one  to  beam  the  good 
Dews  about  this  impressive  and  ele- 
gant facility  to  the  public  when  it 
opened  in  the  spring  of  1961. 

/  A  \CR.:  ''The  gracious  era  of  the 
\B6ffs  is  returning  to  Richmond. 
Beginning  March  23.  you  can  enjoy 
the  finest  food  served  in  the  pleasant 
atmosphere  of  a  candle-lit  old  south- 
ern dining  room.  On  March  23, 
Richmonders  will  hare  available  a 
truly  fine  dining  room — one  they'll 
he  proud  to  recommend  to  anyone. 
It  S  the  "Centennial  Room"  in  the 
Hotel  Richmond.  The  Centennial 
Room  is  an  experience  you'll  u  ant  to 
enjoy  again  and  again.  Make  reser- 
vations now.  Call  the  Hotel  Rich- 
mond. Milton  3-2731.  Free  parking 
after  6  p.m.  Leave  you  car  with 
the  doorman  and  pick  it  up  after 
dinner,  shopping,  or  the  theater." 

The  time  of  this  opening  coincided 
with  the  official  start  of  Virginia's 
Ci\il  War  Centennial  doings,  and  we 
got  bushel  baskets  of  extra  promotion 
from  this  fact,  and  from  editorial 
i  treatment  of  the  dining  room  l>\  news 
writers,  food  writers  and  radio  com- 
mentators. The  result  was — to  our 
astonishment —  a  400r;  increase  in 
business  volume  for  the  dining  room, 
a  volume  that  has  since  leveled  out  at 
about  200r;  ! 

Within    hours    after    it-    successful 
opening   we   were    able   to   tell    audi- 
i  ences.    'due   to   the   tremendous    re- 
I  sponse.    you    are    asked    to    call    for 
reservations    so    that    you    and    \.mr 
partv  will  be  seated  immediately  upon 
arrival."  The  result:  more  mobs.  Pro- 
motion   had    created    a    Fashionable 
(Please  turn  to  page  50) 


HOW  MUCH   DOES  IT  COST 
TO  WATCH  TV   PER   HOUR? 


lie  an  hour?    4c  an  hour?    31c  an  hour? 


lot  so  long  ago,  there  appeared 
In  an  electronics  trade  journal  an 
advertisement  for  a  Sylvania  pic- 
ture tube.  An  eye-stopping  head- 
line opened  the  copy:  "How 
Much  Docs  Tv- Watching  Cost  Per 
Hour?" 

Below  this  stupefying  question 
were  three  choices,  only  one  of 
which  was  correct:  11  cents  an 
hour:  1  cents  an  hour;  31  cent- 
an  hour? 

Even  people  who  work  day-in, 
day-oul  in  the  television  industry 
would  have  a  tough  time  answer- 
ing that  one.  So  did  Sylvania. 
Hut  alter  consulting  people  who 
could  find  the  answer,  the  facts 
took  shape. 

"Counting  every  cost — your  tv 
set's  original  price  .  .  .  tv  repairs 
.  .  .  electricity  .  .  .  insurance  .  .  . 
and  moving— tv  watching  costs 
4  cents  an  hour,"  says  Sylvania. 

You  say  you  want  proof.  Right 
here!  The  costs  for  tv- watching 
have  been  authoritatively  com- 
piled by  Kimble  Class  Co..  a  di- 
vision of  Owens-Illinois,  and  the 
\.C.  Xielsen  market  research  or- 
ganization. 

Tv  set  •  How  much  your  tv 
sel  costs  per  year — The  average 
t\  sel  in  use  today  costs  S269 
when  new.  Experts  say  it  should 
last  from  nine  to  13  years.  Let's 
take  the  conservative  figure — 
nine  years.  Divide  nine  years  in- 
to S2(>(>  and  the  COSl  for  your  tv 
sel  each  year  i-  829.89. 

Tv  repairs  •  How  much  tv  re- 
pairs cosi  per  year — Estimate- 
on  parts  and  labor  to  keep  your 


t\   in  good  shape  \ar\   Irom  a  low 

of  SI 2.70  to  a  high  of  $40.36 
per  year  for  repairs.  Take  that 
high  figure  to  be  safe.  Say  it 
cosi   $40.36  a  year   for  repairs. 

Electricity  •  ||(lU  much  elec- 
tricit\  costs  per  year — The  aver- 
age tv  set  consume-  325  kilowatt 
hour-  ol  electricity  each  year  at 
an  average  cost  of  2.5  cents  pel 
kilowatt  hour.  (Authority — Edi- 
-on  Electric  Institute.  I  This 
mean-  an  average  hill  of  $8.16 
to  run  your  t\    -et  o\er  the  \  ear. 

Insurance  •  We  even  count  in- 
surance— While  not  separately 
hilled,  in-urance  on  a  tv  set  costs 
money.  You  buy  fire  and  com- 
prehensive insurance  on  the  ""con- 
tent-" of  your  home.  Thus,  you 
are  paying  indirectly  to  insure 
your  tv  set.  At  a  rate  of  27  cents 
per  hundred  dollars  of  valuation 
($269  for  your  "average"  tv  set) 
this  comes  to  73  cents  a  year. 

Moving  •  And  we  count  mov- 
ing— The  average  American  fam- 
ily moves  every  five  years.  Most 
people  hire  a  moving  firm.  Part 
of  what  you  pay  is  the  cost  of 
moving  your  tv  set.  Once  again, 
we'll  take  a  figure  on  the  high 
side  the  average  cosi  of  a  long 
distance  move  i-  $350.  The  por- 
tion of  that  cosi  attributable  to 
moving  your  tv  sel  i-  aboul  $8.00 
or  810.00.  Com.-  out  to  ^2.00 
a  year  maximum. 

\(ld  up  all  these  annual  costs, 
divide  by  the  average  number  of 
hour-  I  1 ,853  i  a  set  i-  in  u-e  in 
the  average  home.  You  end  up 
with  a  figure  of  1.3  cents  an  hour 
to  watch   tv!  ^ 


SPONSOR      •      6  AUGUST   1962 


41 


ARE  I.D.s  ON  THE  WAY  OUT? 


^    20%  drop  in  first-quarter  I.D.  billings,  while  spot 
tv  billings  rose  16.7%,  indicates  less  interest  in  I.D.s 

^    Opinions  vary  as  to  future  of  the  10-second  spots; 
some  say  40-second  station  breaks  cut  into  I.D.   sales 


^%n  abrupt  drop — 20% — in  tv  ex- 
penditures for  10-second  spots  for 
this  year's  first  quarter  as  compared 
to  last  year's  (according  to  TvB- 
Rorabaugh) — the  same  three-month 
period  this  year  during  which  spot 
tv  billings  rose  16.7%- — would  seem 
to  give  substance  to  recent  trade 
murmurings  that  advertisers  are  los- 
ing interest  in  the  10-second  spots, 
or  I.D.s. 

Surely,  whether  a  hasty  conclu- 
sion that  I.D.s  are  on  the  way  out 
is  true  or  false,  or  whether  the  sit- 
uation— if  it  does  exist — is  temporary 
or  permanent,  cannot  be  proved  by 
one  isolated,  short-term  statistic. 

In  order  to  find  the  answer,  spon- 
sor discussed  the  popularity  of  I.D.s 
with  at  least  two  dozen  executives 
in  station  rep  firms,  advertising 
agencies,  and  with  a  few  commercial 
producers  and  broadcasters. 

From  all  sources,  the  only  compar- 
ative figures  forwarded — in  addition 
to  the  stand-up  statistics  provided  by 
TvB-Rorabaugh  - —  came  from  Tape- 
Films,  Inc.,  New  York,  a  distributor 
of  commercials,  which  shows  a  no- 
ticeable decline  in  I.D.s  this  year. 


The  sampling,  although  inconclu- 
sive, found  a  fairly  even  division 
among  the  "yes,"  "no,"  and  "status 
quo"  groups  with  the  "no,  there  is 
no  change"  group  having  a  slight 
edge.  The  pro  and  con  statements 
which  follow  in  this  article  have  been 
selected  to  examine  these  three  posi- 
tions more  carefully;  they  do  not 
represent  a  percentage  of  opinion. 

In  examining  the  state  of  I.D.s, 
let's  first  go  back  to  1958.  In  that 
year  they  grabbed  off  11.1%  of  the 
total  bundle  spent  on  spot  tv  com- 
mercials. This  percentage  declined 
steadily  to  10.6%  in  1961,  as  shown 
in  the  table  on  page  43. 

This  indicates  that  no  matter  how 
many  millions  were  being  spent  an- 
nually in  I.D.s,  a  slow,  definite  trend 
(albeit  very  small)  was  in  progress. 
However,  the  first  quarter  TvB  re- 
port would  indicate  that  this  trend 
may  not  be  as  leisurely  paced  in 
1962  as  it  has  been  in  past  years.  Till 
this  year,  these  first  quarter  figures 
did  not  vary  by  much,  as  the  table 
shows  on  page  42. 

Among  those  who  predict  a  con- 
tinuing decrease  of  I.D.s.  the  reason 


■.[in:1-  !Ni!., .Mil,- ...:.  .i,i::..:!ii:;;.;.::ii:  .i::i;:.- : :  ■  - ii;:  ':;i:.  ,i,: .  iin..  ;iin  ■; ;i!:i  "imm-  .im;-  ...ii:. ,,;:     imiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiinii iiiiiii!iiuiiiiiii| 

First-quarter  I.D.  expenditures 


1962 

$13,501,000 

1961 

16,887,000 

1960 

17,972,000 

1959 


16,307,000 


S/iurco:    TvB-Rorabau»h 


.JiiiiiiiiiiiraniiiiiiliiiiiiiiiiiiiilliiliraiiiiiiiiiiiiiM 


most  often  referred  to  is  the  emer- 
gence last  fall  of  the  40-second  chain 
break  and  a  resultant  "shuffling 
around"  which  discriminates  against 
the  I.D.  sales  position. 

This  stand  was  perhaps  most  suc- 
cintly  expressed  by  Ruth  Jones,  J. 
Walter  Thompson  associate  media 
director:  "When  the  networks  in- 
creased the  station  time  between  the 
evening  network  shows  from  30  to 
40  seconds,  stations  were  no  longer 
restricted  to  one  20-  and  one  10-sec- 
ond (spot)  and  were  able  to  sched- 
ule two  20s  in  each  slot. 

"Thus  I.D.s,"  Miss  Jones  contin- 
ued, "have  become  less  attractive  be- 
cause there  are  no  longer  the  maxi- 
mum audiences  to  compensate  for 
the  shorter  commercial  message." 

Again  referring  to  the  "extension 
of  the  station-break  time  to  40  sec- 
onds," an  NBC  spokesman  said.  "We 
believe  the  sale  of  10-second  spots 
has  declined  somewhat.  This  is  pos- 
sibly due  to  the  fact  that  there  has 
been  a  substantial  increase  in  20- 
second  spots  and  one-minute  spots — 
particularly  the  20-second  spots."  He 
also  added  that  "there  aren't  enough 
minutes  to  go  around." 

Donald  J.  Quinn,  RKO  General 
national  sales  director,  said:  "There 
has  generally  been  a  lessening  de- 
mand for  10-second  I.D.s  over  the 
past  several  years.  For  years,  the  in- 
dependent tv  stations  of  RKO  Gen- 
eral in  Boston,  New  York,  and  Los 
Angeles  have  offered  prime  time  min- 
ute availabilities  to  national  adver- 
tisers. 

"With  the  networks  now  allowed 
minute  participations  in  their  prime 
time  programs,"  he  continued,  "there 
is  an  additional  stimulus  to  'tool  up' 
for  the  longer  sales  message.  Once 
an  advertiser  has  done  this,  it  is  prob- 
ably more  feasible  to  use  the  minute 
copy  not  only  within  network  pro- 
grams but  as  spots  in  fringe  and  day- 
time on  all  stations  and  in  prime 
time  on  the  independent  stations." 

Some  figures  showing  a  drop  in 
I.I),  production  are  supplied  by  Roy 
Lindau.  sales  manager  of  Tape-Films, 
Inc.,  which  distributes  commercials 
to     stations      from      12      advertising 


42 


SPONSOR 


6  aucust  1962 


i!l!;HIIIIIIIIIIIIIIII!llllllli:illlii!il:i;^ 


Sums  spent  on  I.D.s  yearly  show  slow,  diminishing  trend 


All  Commercials 

I.D.s 

1961 

$617,398,000 

$65,530,000 

10.6 

1960 

616,701,000 

66,343,000 

10.8 

1959 

605,603,000 

64,512,000 

10.7 

1958 

511,770,000 

56,825,000 

11.1 

All  commercials — Yearly  total  of  gross  time  expenditures  for  24-hour  day  schedules  of  spot  tv  announce- 
ments (which  also  includes  participations  within  programs),  I.D.s,  and  programs  (sponsorship). 


Source:    TvB-Roratuuigfe 

lllllllllllllllllllllllllllllll 


IIIIUIIIIIIIIIIIIIIIIIIIIIIIII 


agencies.  "From  1  January  to  30 
June  1962."  Lindau  said,  "we  han- 
dled 1()7  different  titles  (new  com- 
mercials), of  which  five  were  ID.-. 

"For  the  same  period  in  1961." 
he  added,  "we  handled  395  different 
titles,  of  which  20  were  I.D.s." 

One  thing  which  affects  short  mes- 
sages in  general.  Lindau  said,  is  the 
increasing  use,  especially  by  multi- 
product  advertisers,  of  "piggy  backs," 
in  which  two  30s  are  spliced  to- 
gether. 

At  Avery-Knodel,  tv  sales  manager 
Robert  Kaiser  said,  "An  analysis  of 
total  dollars  for  the  first  six  months 
(1962)  reveals  less  than  4%  of  the 
total  dollar  volume  was  attributed  to 
T.D.s. 

"'The  demand  for  minutes  contin- 
ues as  strong  as  ever,"  Kaiser  said, 
"despite  the  extended  station  breaks 
afforded  stations  bv  the  networks. 
The  tendency  is  still  toward  the  long- 
er breaks  and  even  when  accounts 
have  I.D.s  prepared,  thev  usually  use 
these  onlv  when  the  minutes  or  20s 
desired  are  not  available." 

One  interesting  reason  put  forth 
for  the  possibly  imminent  demise  of 
I.D.'s  is  this: 

Longer  commercials  bring  in  more 
money.  Yet.  no  matter  what  its  length, 
a  commercial  is  counted  merely  as  a 
unit  when  the  FCC,  at  license  re- 
newal time,  compares  a  station's  per- 
formance against  its  promise  of  per- 
formance. 

For  example,  a  station  which 
pledges  to  air  100  spots  a  week  is  in 
no  trouble  if  it  carries  100  one-min- 


ute spots.  However,  a  station,  hav- 
ing been  granted  a  license  or  a  re- 
newal based  upon  the  same  pledge, 
may  be  called  upon  for  an  explana- 
tion if  it  carries,  let's  say,  200  10-sec- 
ond  spots  a  week. 

Another  given  reason,  detriment- 
al to  I.D.s,  is  that  production  costs 
of  one-minutes  are  not  much  greater 
than  those  for  I.D.s. 

Representative  of  those  who  see 
neither  an  increase  nor  a  decrease  in 
I.D.s  is  James  F.  O'Grady,  executive 
vice  president,  Young-TV,  New  York. 
He  said  the  "percentage  has  remained 
fairly  static"  for  the  past  two  years. 

Noting  that  many  advertisers  buy 
I.D.s  in  conjunction  with  20s  he  of- 
fered "the  Young-TV  percentage 
breakdown  of  requests  for  the  vari- 
ous types  of  spot  announcements  as 
follow  s : 

"20s  and  10s— 17','  ;  adult  60s— 
1.°/;  :  kid  60s— 6%,  and  combina- 
tion 60s,  20s.  10s— 29rr ."  He  added 
that  ''estimated  spot  billing  bv  length 
of  commercial  on  an  average  tv  sta- 
tion is:  20s  and  10s— 25$  of  bill- 
ing: adult  60s-  70',  of  billing,  and 
kid  60s— 5$    of  billing." 

Among  those  who  refuse  to  hang 
crepe  around  the  10-second  spots  is 
Mogul.  Williams  &  Saylor's  vice  pres- 
ident in  charge  of  radio-tv  Leslie  L. 
Dunier.  who  said  the  agency  "will 
continue  to  recommend  and  buy 
I.D.s  .  .  .  whenever  the  marketing 
objectives  call  for  it." 

His  statement  said,  in  part:  "As 
far  as  MW&S  is  concerned,  the  I.D. 
continues  to  be  a  useful  and  often  an 


SPONSOR 


6  august  1962 


indispensable  instrument  for  gaining 
wide  circulation  and  exposure,  par- 
ticularly for  a  product  which  has  al- 
ready established  its  image  in  the 
consumer's  mind." 

Thomas  Flanagan,  media  director, 
Riedl  and  Freede,  Clifton,  N.  J.,  de- 
clared that  I.D.s  are  "definitely  not" 
on  the  way  out,  because  of  the  need 
among  many  products  for  the  I.D.'s 
"repetition  and  reminder  values  .  .  . 
particularly  (among)  impulse  items 
writh  well  known  brand  names." 

Also  agreeing  that  the  I.D.  will  sur- 
vive because  of  its  usefulness  in  spe- 
cialized cases  was  William  Scruggs. 
national  sales  manager,  WSOC-TV. 
Charlotte,  N.  C. 

"There  is  no  doubt  in  my  mind." 
he  said,  "that  I.D.s  will  continue  to 
attract  those  advertisers  who  are  try- 
ing to:  1)  fill  out  a  package  plan  in 
order  to  earn  a  sizeable  discount  on 
longer,  more  expensive  announce- 
ments, and  2)  keep  the  name  of  an 
established  product  before  the  public 
by  means  of  a  saturation  schedule  of 
reminder  advertising." 

Scruggs  also  referred  to  the  advan- 
tageous use  of  I.D.s.  "When  the  ad- 
vertising budget  simp!)  will  not  per- 
mit the  u>e  of  longer  announce- 
ments." or  to  announce  a  familiar  ad- 
vert i-er's  special  sale  or  store  open- 
ing, etc. 

\t  anj  rate,  in  consideration  of 
the  divergent  view-  extant  in  the  in- 
dustry, all  concerned  will  soon  know 
more  accurately  if  a  trend  awa]  from 
I.D.s  exists  when  TvR  releases  sec- 
ond-quarter figures.  ^ 


CAN  AMERICA  DO  TOO  MUCH? 


^    We  may  be  permitting  America  to  do  too  much  for  us 
says  a  prominent  American  broadcaster  in  recent  speech 

^    Ward  Quaal,  WGN,  poses  the  problem  in  commence- 
ment address  to  Chicago's  Mundelein  College  students 


By   WARD   l_.   QUAAL 

Executive  v.p.  and  general  manager 

WGN,  Chicago 


I 


n  my  27  years  in  the  radio  indus- 
try and  in  television  since  its  first 
year  of  infancy  as  a  commercial 
medium,  I  have  had  the  good  fortune 
to  address  the  general  public  on  vari- 
'.ii-  -eminent-  i.l  i he  In  oadeasi  indus- 
try on  the  many  facets  of  radio  and 
television. 

Today,  however,  I  should  like  to 
confine  my  remarks  to  a  phrase  which 
President  Kennedy  uttered  in  his  in- 
augural address  and  has  since  been 
often  quoted: 

"Ask  not  what  your  country  can 
do  for  you,  ask  what  you  can  do  for 
your  country." 

It  is  a  challenging  thought  for 
young  people  today  since  the  phrase 
itself  is  subject  to  a  multiplicity  of 
interpretations  which  may  flow  from 
your  political  or  religious  convictions, 
from  your  business  or  professional 
ambitions  or  from  the  very  basic 
spirit  which,  like  a  beacon,  will  light 
the  corridors  along  which  you  will 
walk  throughout  your  life. 

I  would  not  presume  to  impose  my 
nun  judgment  upon  that  of  the  Presi- 
dent of  the  I  nited  States  as  to  his 
meaning  in  thus  phrasing  this  admon- 
ition to  the  American  people. 

For  that  matter,  he  himself  has 
avoided  specific  and  exact  proscrip- 
tions with  respect  to  the  meaning  of 
this  phrase,  although  I  am  sure  he 
lii-   Keen  asked  main   times  about  it. 

So  In  as  I  .mi  concerned,  the  inter- 
pretation  musl  be  an  individual  one 
for  each  of  us.  somewhat  in  the 
fashion  th;it  certain  works  of  poetry 
.iimI  philosophy  imprinl  differenl 
-  on  difTei  .ill   minds. 

If   we   arc   to    think   constructively 


of  what  we  can  do  as  individuals  for 
our  country,  we  must  first  arrive  at 
a  meaning  of  those  words  alone:  our 
country. 

In  the  first  place,  our  country  is  a 
republic  in  its  political  form,  a  fact 
frequently  forgotten  or  obscured. 
Each  year,  the  broadcasting  industry 
undertakes,  in  cooperation  with  the 
Veterans  of  Foreign  Wars,  the  con- 
duct of  a  nationwide  contest  among 
high  school  students.  It  is  called  the 
"Voice  of  Democracy"  contest.  The 
purpose  of  this  competition  is  to  en- 
courage young  people  to  speak  posi- 
tively and  forcefully  in  behalf  of  the 
democratic  way  of  life. 

Each  year  when  this  contest  is  an- 
nounced, a  very  dedicated  American 
in  our  Chicago  area  purchases  news- 
paper space  to  stress  that  the  voice 
of  our  country  is  a  voice  of  a  "re- 
public" more  surely  than  it  is  a  voice 
of  a  democracy. 

I  could  not  agree  with  him  more 
enthusiastically  but,  setting  aside  the 
semantics,  we  know  what  we  are  or 
what  we  ar  supposed  to  be:  we  are  a 
free  people  whose  voice  controls  the 
state. 

Years  ago,  when  James  Russell 
Lowell  was  the  American  minister  in 
Great  Britain,  he  was  asked: 

"How  long  will  the  American 
Republic  endure?" 

"As  long,"  he  answered  crisplv. 
"as  the  ideas  of  the  men  who  made  it 
continue  to  be  dominant.  " 

James  Russell  Lowell  was  speak- 
ing, of  course,  of  the  ideas  of  the 
founding  fathers  as  expressed  in  the 
Constitution  of  the  I  nited  States,  as 
documented  in  such  publications  as 

The  Federalist  Papers  and  as  im- 
plieii  in  the  causes  and  objectives  of 
our  own  great  Revolution. 

I    would    presume   this   much,    with 


reference  to  President  Kennedy's 
interpretation  of  his  own  advice, 
that  he  is  well  aware  of  and  sensi- 
tive to  these  fundamentals  in  Amer- 
ican life  as  set  forth  nearly  two  cen- 
turies ago.  For  just  recently,  when 
he  had  a  party  at  the  White  House 
for  the  nations  leading  scientists  and 
artists,  all  Nobel  Prize  winners,  you 
may  have  noted,  he  commented  that 
never  had  so  much  brain  power  sat 
down  to  dinner  in  the  White  House 
since  Thomas  Jefferson  dined  there 
alone. 

Certainh.  no  man  in  the  history  of 
the  United  States,  possibly  excepting 
Benjamin  Franklin,  personified  more 
surely  the  rewards  of  personal  initia- 
tive than  did  Thomas  Jefferson — 
writer,  architect,  educator  and  politi- 
cal leader.  The  study  of  his  life- and 
that  of  other  great  personalities, 
whose  contributions  to  our  nation's 
development  have  been  unquestioned, 
brings  one  to  an  interesting  postu- 
late: what  one  can  do  for  his  country 
relates  to  what  he  does  for  himself. 

Lest  you  conclude  hastily  that  I  am 
establishing  a  premise  that  selfish- 
ness is  more  to  be  desired  than  self- 
lessness, let  me  with  equal  haste  em- 
phasize that  I  am  talking  about  indi- 
vidual responsibility. 

The  philosophy-  of  individual  re- 
sponsibiliu .  recorded  in  civilization 
since  the  time  of  the  stone  carvers, 
was  believed  in  and  practiced  by 
Jesus,  by  the  world's  great  philoso- 
phers (such  as  Socrates  and  Plato) 
and  by  political  leaders  since  tribal 
times.  \\  here  individual  irresponsi- 
bility identifies  leadership,  as  we  well 
know  within  our  own  generation, 
chaos  i-  pursued  by  collapse. 

\\  e  -ee  around  us  e\  idence  of  such 
irresponsibility  extending  from  the 
gang  leaders  of  juvenile  packs  to  the 
awesome  unreality  that  finds  one-half 
of  the  world  fenced  in  by  barbed 
w  ire. 

In  summary,  where  an  individual 
in  a  position  ul  power  seek-  to  en- 
large thai  powei  through  force,  he  is 
indeed  expressing  individual  initiative 
but  he  is  foregoing  individual  respon- 
sibility. 


11 


SPONSOR 


6  august  1962 


\  man  is  distinguished  more  im- 
tortantl)  from  all  ol  1 1 1«>  other  crea- 
■rea  "i  the  earth  l>\  his  abilitj  t" 
teason  and.  consequently,  to  aspire. 

In  the  animal  world,  the  fang  and  the 
■  law  air  (lie  marks  ol  SUperiorit)  and 
leadership.  To  the  extent  that  we  as 
individuals  resort  to  weapons  and 
force,  jusl  so  far  do  ue  negate  the 

true  meaning  and  the  sure  promise  of 
indi\  idual  responsibility. 

Thus,  it  ma\  be  the  case  that  what 
we  can  do  for  our  country  in  one 
guise  relates  verj  direct!)  to  what  we 
can  do  for  ourselves.  If.  for  example. 
< .ui  secret  impulse  is  to  satisfv  a  jireat 
need  within  us  to  he  eminent  in  the 
field  of  science,  the  satisfaction  of 
that  impulse  ma\  lead  to  the  greatest 
contribution  we  can  make  to  our  fel- 
low man. 

It  is  this  interpretation  of  the 
President's  admonition  that  would 
appear  to  me  to  he  more  consistent 


with  the  basic  principles  oi  the  re- 
public  in  which  we  li\e  a>  those 
basic  principles  are  spelled  out  in 
the   document    that    begins    with   the 

words  "\\  lien  the  people.  .  .  ." — and 
a-  the  Rights  defined  in  the  preamble 
to  the  Constitution  relate  in  their  ulti- 
mate substance  to  the  dignit)   of  the 

individual    person. 

This  docs  not  mean  that  man  is  an 
island  unto  himself. 

There  could  have  been  no  more 
dramatic  demonstration  of  the  reli- 
ance of  the  indi\  idual  upon  his  fellow  - 
man  than  the  adventure  of  February 
20,  1962.  when  Astronaut  John  Glenn 
successfully  entered  the  "keyhole  in 
the  sky/'  Colonel  Glenn  indeed  was 
demonstrating  Individual  initiative 
and  responsibility  in  a  most  intense 
way,  but  as  he  himself  has  pointed 
out  so  frequently  since,  there  were 
literally  thousands  of  earth-bound 
persons,    from   missile   mechanics   to 


DOCTOR  of  laws  degree  was  conferred  on  Quaal  when  he  made  address  at  Mundelein  College 


scientists,   wli"  made  hi-  flight   p 
Bible.     It    was    as    ii    each    of   these 
thou-., in, |-  held  a  guidance  Bb ing  thai 
terminated    in    the   confined   i  apsul< 
that  was  the  Friendship  7. 

Ml  of  us,  of  course,  made  oui 
contribution  to  thai  orbil  thrio 
around  the  earth,  a  feat  which  has 
since  been  duplicated  l>\  l.i.  ( !omdr. 
Malcolm  Carpenter.  We  ma\  have 
done  so  onlj  as  taxpayers  which,  in 
itself,  was  not  an  inconsiderable  a< 
complishmenl  since  it  cost  a  million 
dollars  more  to  launch  the  Friendship 
7  than  the  total  expenditures  for  all 
government  services  in  the  \car  1800. 

Yet,  I  am  sure  that  millions  of 
Americans  who  lived  through  the 
agony  and  joy  of  that  first  flight  with 
Colonel  Glenn  in  some  wa\  associated 
themselves  personally,  as  individuals, 
with  him.  This  was  a  true  expression 
of  the  individual  identifying  himself 
positively  with  the  societv  of  which 
he  was  a  part. 

We  were,  in  those  moments,  even 
as  was  Walter  Mittv.  Colonel  John 
Glenn  in  flight — coursing  over  the 
oceans,  over  the  great  continent-, 
penetrating  the  universe  and,  finally, 
returning. 

The  exploration  of  the  universe,  so 
recently  a  figment  of  science  liter- 
ature, has  begun  in  earnest  and  those 
of  you  here  stand  upon  the  threshold 
of  that  great  adventure.  \\  hatever 
may  be  the  outcome,  the  search  for 
facts  that  personifies  these  spatial 
activities  is  justified  against  the  ex- 
perience of  historv. 

In  this  overwhelming  search,  how- 
ever ...  in  this  search  for  means  of 
international  communications  and 
arnih.  developed  through  electronic 
systems  that  even  now  are  in  the 
laboratories — in  this  search,  the  risht 
and  the  responsihilit\  of  the  individ- 
ual, and  his  concomitant  freedom, 
should  not  he  submerged. 

Twenty-five  centuries  ago,  Sparta — 
the  totalitarian  state  of  that  time — 
was  waging  war  against  \thens, 
which  stood  for  a  freer  way  of  lif'1. 

The  Athenian  statesman  Pericles, 
in  a  funeral  oration  over  the  fir-t 
victims  of  the  war,  said: 

"The  freedom  which  we  enjov  in 
our  government  extends  to  our  ordi- 
nary  way   of  life.    There,   far   from 
(Please  turn  to  page  51) 


(SPONSOR      •      6  AUGUST   1962 


45 


RADIO  RESULTS 


Capsule  case  histories  of  successful 
local  and  regional  radio  campaigns 


LUXURY  APARTMENTS 


SPONSOR:  Imperial  Square 
Apartments 


AGENCY:  The  Metlis-Lebow 
Corp. 

Capsule  case  history:  Imperial  Square,  a  luxury  apart- 
ment project  in  Hempstead.  New  York,  started  advertising 
on  WMCA's  late-night  Barry  Gray  Show  10  months  ago.  At 
first,  WMCA  was  used  in  combination  with  seven  New  York 
City  and  Long  Island  newspapers,  but  Imperial  Square 
conducted  a  six-week  testing  and  found  radio  to  be  the 
largest  source  of  leads  for  its  luxury  apartments.  During 
this  period,  Imperial  Square  attributed  30%  of  its  poten- 
tial customers  to  WMCA.  and  by  this  time  had  added 
schedules  throughout  the  day  using  spots  recorded  by  Barry 
Gray.  Milton  Bernstein  of  the  corporation  which  built  and 
now  rents  Imperial  Square,  reported  that:  "Barry  Gray  con- 
sistently outpulls  the  best  newspaper  medium.  One  Sunday, 
a  young  couple  driving  in  from  Stamford,  Conn.,  heard  our 
WMCA  broadcast  and  drove  directly  to  Imperial  Square 
and  rented  one  of  our  apartments."  Imperial  Square  has 
succeeded  in  reaching  its  market  through  radio. 
WMCA,  New  York  Announcements 

DAIRY 

SPONSOR:  Cow  Palace  Dairy  Drive-Ins  AGENCY:  Direct 

Capsule  case  history:  During  the  month  of  June,  National 
Dairy  Month,  Radio  Station  KRIZ,  Phoenix,  Ariz,  ran  a 
tremendous  advertising  schedule  for  Cow  Palace  Dairy 
Drive-Ins.  They  are  a  chain  of  13  drive-in  milk  depots  de- 
signed to  make  it  easy  for  housewives  to  purchase  fresh- 
bottled  milk  and  bread  without  leaving  their  automobiles. 
During  the  campaign  in  June  they  ran  a  heavy  spot  sched- 
ule of  50  announcements  per  week  ...  10  per  day  Monday 
through  Friday.  Other  than  a  very  small  ad  in  one  of 
Phoenix'  local  newspapers,  KRIZ  was  the  only  media  used. 
Business  in  their  outlets  went  up  6%  during  the  month  of 
June.  Three  competitors  in  exactly  the  same  type  of  busi- 
ness all  recorded  a  minus  10  to  23%  for  the  month.  Need- 
less to  say,  the  radio  push  proved  a  potent  eye-opener  to  the 
dairy  drive-in  chain  and  as  a  result  of  this  campaign,  KRIZ 
has  another  brand  new  52-week  advertiser  .  .  .  Cow  Palace 
Dairy  Drive-Ins. 
KKIZ.  Phoenix  Announcements 


46 


AUTOMOBILES 

SPONSOR:  Jack  Davis.  Inc. 


AGENCY:  Direct 


Capsule  case  history:  Increase  in  sales  is  the  main  result 
sought  from  advertising,  but  Jack  Davis,  the  Lincoln-Mer- 
cury dealer  in  Winston-Salem,  N.  C,  thanks  WSJS  radio 
for  an  extra  bonus — a  seven-day  trip  to  Hawaii.  When 
Lincoln-Mercury  announced  the  Seven-Day  Trip  to  Hawaii 
Sales  Contest  from  May  to  June,  Davis  was  determined  to 
win  the  Atlantic  district  prize.  He  began  an  ad  campaign 
on  four  local  radio  stations  and  in  the  newspaper,  concen- 
trating 50%  of  his  radio  budget  on  WSJS  radio.  He  ran  a 
five  week  saturation  beginning  the  last  week  in  April  for  a 
total  of  125  1 -minute  spots  on  WSJS.  Jack  Davis,  Inc.,  won 
the  contest  by  selling   166  new  units,  beating  Fayettevill 


J. 


Charleston,  S.  C,  and  Montgomery,  Ala.,  the  closest  deal 
ers  in  contention.     In  addition,  he  outsold  all  Lincoln  M< 
cury  dealers  in  the  state  for  that  period.     Davis  was  "highly 
pleased"  with  the  results  and  plans  to  return  WSJS  radic 
with  a  regular  schedule  this  fall. 
WSJS,  Winston  Salem,  N.  C.  Announcement? 

COFFEE 

SPONSOR:  Lu/.iann,-  CofiYe  <  ...  AGENCY:  Direc( 

Capsule   case    history:    During    the   month   of   July,  the 
Luzianne  Coffee  Company  offered  two-ounce  jars  of  theii 
instant  coffee  at  a  special  price  of  19£   The  only  advertising 
used  was  a  saturation  campaign  on  \\  ABB,  Mobile.  Ala.  ii 
cooperation  with  26  local  grocery  stores.    Some  2,600  spot' 
were  used.    Within   the  month.  Luzianne  sold  80,000 
of  coffee — a  22%  sales  increase.    To  wrap  up  the  month 
long  campaign,  prizes  ranging  from  $1,000  to  a  25c 
eery  coupon,  were  inserted  in  an  additional   1,500  ja i  - 
coffee.    Luzianne  plant  manager,  Kemp  Jernegan,  flew  OW 
Mobile  Bay  and  dropped  the  jars  of  coffee  into  the  wate 
below.    Hundreds  of  WABB  listeners  were  on  shore  reach 
with  nets,  fishing  poles,  burlap  bags,  to  fish  the  coffee  jar 
from  the  Bay.    On  July  27  through  the  29th,  Luzianne  wa 
featured    on    the   station's   coverage   of   the    Alabama    Dee] 
Sea  Rodeo.   The  station  set  up  a  Luzianne  Toffee  Bar  thfl 
and  served  10,000  cups  of  coffee  in  three  days. 
WAMH,  Mobile  VnnouncemMit 


SPONSOR 


6  aucust  1962 


Media  people: 

what  they  are  doing 

and  saying 


TIMEBUYER'S 
CORNER 


Chalk  up  one  more  on  the  list  of  timebuyers  forsaking  the 
buying  end  of  the  business  for  selling.  The  latest  defector:  Tom 
Camarda  who  joined  Hollingbery  last  week  after  two  years  l>u\ing  for 
the  High-C  and  General  Mills  accounts  at  Dancer-Fitzgerald-Sample,  NTS  . 

Having  a  wonderful  time  wish  you  were  here  dept. :  Compton  s 
Ethel  Wieder;  DCS&S'  Frank  McDonald;  Fuller  &  Smith  S  Ross' 
Frank  Delaney  and  Bernard  Rasmussen;  and  McCann-Erickson's 
John  Morena. 

Picking  up  the  threads  of  his  media  supervising  eh  ores  at 
DCS&S  after  a  Florida  vacation  is  Jaek  Giebel,  proudly  discussing  the 
eight  pound  honita  caught,  not  by  Jack,  hut  1>\  daughter  Karen — aged 
eight.  Other  returned  vacationers:  Compton's  Genevieve  Schubert: 
Fuller  &  Smith  &  Ross'  Dorothy  Shahinian. 


CHICAGO  buyers  at  WBTV,  Charlotte,  luncheon    (l-r)    Larry  Olshan,  T-L,  Helen  Jipson. 
T-L,  Jim  Warner,   BBDO,  Annette   Maplede,  T-L.    WBTV  and   TvAR  entertained   over    150 

When  Capital  Cit)  chartered  the  M.S.  Oslofjord  for  the  eighth  annual 
Timehuyer  do — Cruise  to  Nowhere,  officials  of  the  Norwegian-  American 
liner  spent  a  floor-pacing  night  on  even  of  departure  time.  28  July.  Rut 
fears  of  other  demolition  to  their  $10  million-ship  were  unfounded.  Not 
even  one  table  cloth  sported  cigarette  burns  after  the  nearly  100  fun- 
satiated  group  of  buyers  debarked  at  11  p.m.  that  night.  From  Cham- 
pagne breakfast  at  8  a.m.  until  the  liner  sidled  up  alongside  pier  12  at 
debarkation  time,  the  group,  dined,  danced,  sunned,  -warn  and  gambled. 
Equipped  with  SI  million  in  fun  money,  the  more  astute  gambler-  wen- 
able  to  run  their  winnings  up  to  sizeable  sums  to  bid  on  tv  sets,  radio-. 
etc.  at  a  special  auction.  Vmong  tbase  who  copped  the  prizes:  Fst\*s  John 
i  Please  turn  to  page  48  ) 

SPONSOR      •      6   AUGUST   1962 


There's  a  lady  in  Lewiston,  Maine 
who  has  us  all  mixed  up  with  the 
Ancient  Greeks.  In  her  first  letter, 
she  commented  very  favorably 
on  the  pleasant,  easy-to-listen-to 
music  we  play,  and  then  assured 
us  that  she  was  going  to  keep 
her  dial  tuned  to  1260  because 
she  certainly  did  love  "The  Music 
of  the  Spheres".  We  wrote  back, 
thanking  her  for  her  kind  com- 
ments, and  pointed  out  gently 
that  our  programming  was  called 
"The  Wonderful  World  of  Music". 
Big  mistake.  Back  came  another 
letter  from  our  friend,  again  com 
plimenting  us  on  avoiding  rock 
n'  roll  and  other  ear-shattering 
noises,  but  saying  she  couldn't 
understand  why  we  kept  chang 
ing  our  slogan  around  and  why 
didn't  we  just  stick  to  "The  Music 
of  the  Spheres". 

Now,  as  we  remember  it  from 
Philosophy  I  at  dear  old  Hounds- 
tooth  U.,  "The  Music  of  the 
Spheres"  is  something  Pythag- 
oras thought  up  around  the  6th 
century  B.C.  Had  to  do  with  his 
theory  that  the  planets  make 
sounds  as  they  whirl  through 
space,  and  the  result  is  a  sort  of 
full  string  orchestra. 

All  of  which  makes  a  very  nice 
concept,  but  no  "Music  of  the 
Spheres".  On  WEZE  it's  "The 
Wonderful  World  of  Music"  — 
not  Jupiter  accompanied  by 
Saturn,  but  Frank  Sinatra  accom- 
panied by  Tommy  Dorsey;  not 
Pluto  on  the  harpsichord,  but 
George  Shearing  on  the  piano. 
That  sort  of  thing. 
Which  accounts  for  the  huge  au- 
dience WEZE  has  all  over  New 
England  and  the  gratifying  way 
WEZE's  audience  has  of  listening 
to  what  they've  tuned  to.  And 
the  commercials  get  listened  to. 
because  our  audience  hasn't  been 
beaten  into  a  coma. 

Have  you  looked  into  WEZE's 
record  for  moving  products  and 
services?  It's  really  quite 
remarkable. 

Sincerely. 

Arthur   E.   Haley 
General  Manager 

P.S.  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 


i: 


WHO 

Des  Moines 

SERVES  AMERICA'S 
|4lh 

RADIO  MARKET 


If  you  want  to  reach  as 
many  as  the  14  largest 
radio  markets  in  the  U.  S., 
WHO  Radio  belongs  on 
your  list. 

WHO  Radio  is  heard 
regularly  in  865,350  radio 
homes  in  "Iowa  Plus" 
(WHO's  NCS  #2  Cover- 
age Area) — ranks  far 
ahead  of  any  station  in 
many  "first  50"  cities. 
Ask  P.G.W.! 

WHO,    DES    MOINES 

50,000   WATTS 
NBC 

Peters,  Griffin,  Woodward,  Inc. 

National  Representatives 


IN  ALBANY 
SCHENECTADY 
AND  TROY  .  .  . 


WRGB 


* 


AGAIN 


Average  quarter-hour  homes  reached 


I 


*Morc/i.   7962,  ARB  Market  Report 


rrili:   KATZ  AGENCY,  inc. 

|fck  National  Representatives 


TiMEBUYER'S 
CORNER 


(Continued  from  page  47 


Phelan  who  blew  $15  million  on  a  color  tv  set:  Grey's  Joel  Segall,  $14 
million  for  a  stereo-hi-fi;  B&B's  Ron  Siletto,  $10  million  on  an  am  short- 
wave transistor  radio;  J.  Walter  Thompson's  Charles  Spencer  shelled 
out  $10  million  for  a  portable  tv;  and  Parkon's  Ruth  Bayer  who  didn't 
seem  to  mind  one  bit,  spent  $3^2  million  for  a  transistor  radio  (retail 
value:  $19.95).  Rumor  has  it  that  Capital  Cities  shelled  out  something 
like  $60,000  (in  real  money)   for  the  day-long  event. 

Everyone's  talking  about  MW&S'  ace  buyer.  Joyce  Peters'  new 

streamlined  look.  The  story  goes  that  Joyce,  who  has  already  lost  15 
pounds,  accepted  the  challenge,  hurled  her  way  by  Del-Wood  account  exec. 
Nita  Nagler,  to  lose  30  pounds.  The  prize  plum:  a  $100  dress  of  her 
choosing — in  size  11.   The  tab  will  be  picked  up  by  Nita,  of  course. 


Account  switchers: 
Compton's  Carl  Sand- 
burg, from  P&G  (Cana- 
dian I  to  Duncan  Hines: 
McCann-Erickson's  Phil 
Stumbo  from  Westing- 
house,  John  Hancock.  Look 
magazine  to  Humble  Oil 
&  Refining  as  broadcast 
supervisor:  Judy  Bender, 
also  McCann-Erickson.  now 
buying  Decaf  Coffee  for  the 
Nestle  Co.  in  selected  mar- 
kets. 

Currency  making  the 
rounds  buying  tv  for 
Pillsbury  and  Gold  Seal 

in  Philadelphia  and  Boston 
i-  Rudolph  Marti.  Camp- 
bell-Mithun,  Minneapolis. 
Rudv  was  in  New  York  last 
week  in  time  to  catch  Capi- 
tal Cities  Cruise  to  No- 
H  here. 


ENJOYING  Cruise  to  Nowhere  with  WPAT's 
(N.  Y.)  B.  Johnson  (pointing)  are  (l-r)  Len 
Stevens,  Weightman,  E.  Jaspan,  Adrian  &  Bauer, 
Eve  Walmsley,  Lewis  &  Gilman,  all  of  Philadelphia 


Can't  help  wondering:  Do  you  agree  or  disagree  with  opinion! 
voiced  by  the  reps  in  sponsor's  story  "How  to  Spot  a  Timebuyer  Pro," 
23  July  issue?  Any  comments?  Write  Timebuyer's  Corner.  Better  still: 
if  \ou  have  theories  on  how  to  spot  a  rep  pro     we  11  air  them. 

No  telling  what  one  has  to  face  up  to  in  this  business.  Take 
K&  E's  Bob  Morton  for  example:  He"s  leaving  for  Washington  to  serve 
as  judge  in  the  Miss  District  of  Columbia  contest. 

Strictly  entre  nous:  WHN's  (New  York)  sales  manager.  Herb 
Weber,  finally  got  around  to  keeping  his  golfing  date  with  Esty's  Jack 
Nugent.    The  big  <la\  :   last  Tuesday.  W 


i:; 


SPONSOR 


6  august  1962 


- 


Sponsor  backstage  [Continued  from  page  1  I) 


storv  and  ads  the  story  of  the  BH  opening.  Virtually  every  one 
of  the  top  bandleaders  represented  by  MCA  bought  space  in  the 
section. 

Those  were,  of  course,  the  golden  days  of  the  band  business.  The 
days  of  the  Dorseys  (Tommy  and  Jimmy),  Glenn  Miller,  Artie  Shaw, 
Benny  Goodman,  Freddy  Martin,  Gtry  Lombardo,  Lawrence  Welk, 
Glen  Gray,  Jimmie  Lunceford.  Sammy  Kaye,  and  many  others.  The 
ridiculous  nature  of  my  earlier  remark  about  anticipating  living 
for  an  extra  eon  or  two  is  clearly  demonstrated  by  this  list.  The 
Dorseys,  of  course,  are  dead,  and  so  is  Miller.  In  those  days,  if 
you  took  a  poll  of  the  knowledgable  ones  in  showbusiness  and  asked 
them  who  would  most  likely  survive  and  prosper,  the  guy  at  the 
tail-end  of  the  list  would  unquestionably  be  our  old  friend,  Lawrence. 
Yet  he  developed  into  one  of  television's  greatest  attractions,  and  a 
veritable  sponsors  dream.  Freddy  Martin  still  holds  forth  at  the 
Cocoanut  Grove  in  the    Vmbassador  Hotel  in  Los  Angeles. 

Destiny  deals  in  unpredictable  ways  with  the  business  boys  in 
our  industry  as  well  as  with  the  stars.  In  those  early  days,  for 
example,  these  were  some  of  the  kev  agents  at  MCA:  Manie  Sacks, 
Billy  Goodheart.  Harry  Moss,  Willard  Alexander,  Larry  Barnert. 
Of  these  the  first  three  have  died.  Alexander  is  a  successful  in- 
dependent band  manager  and  booker,  handling  people  like  Count 
Basie.  and  Larrv  Barnett.  of  course,  continues  as  one  of  the  top 
men  with  MCA. 

MCA   and   Decca 

Part  of  the  Government's  beef  against  MCA,  of  course,  involves 
its  recent  acquisition  of  Decca  Records,  which  in  turn  owns 
Universal  Pictures.  ^  hen  I  made  my  first  calls  on  the  Decca  crowd, 
the  head  men  were  Jack  kapp  on  the  creative,  artist  and  repertoire 
side,  and  a  handsome,  dynamic  sales  executive  named  E.  F.  Stevens. 
Both  are  gone.  Milton  Rackmil,  president  of  Decca  and  Universal 
and  key  figure  in  the  MCA  move,  was,  as  I  recall,  a  sort  of  general 
office  manager  at  the  time.  I  enjoyed  many  scores  of  visits  down 
through  the  years  with  Kapp,  Stevens,  Rack,  Len  Schneider,  Syd 
Goldberg  and  many  other  Decca  men,  just  as  I  did  with  dozens  of 
MCA  workers  on  both  coasts  and  places  in  between. 

1  don't  know  how  the  Justice  Department's  suit  against  MCA- 
Decca  is  going  to  turn  out.  Its  really  none  of  my  business,  on  the 
one  hand,  and  I  don't  know  enough  of  the  facts  on  the  other.  But 
I  will  tell  you  what  I  would  like  to  see.  I  hope  the  decision  is  that 
the  deal  whereby  MCA  acquired  Decca  will  be  permitted  to  stand. 
Because  if  it  is,  and  MCA  gets  into  the  record  business  in  full  force, 
it  will  turn  out  to  be  the  most  formidable  and  exciting  competition 
record  companies  will  ever  have  faced.  It  will  make  us  all  better  rec- 
ord men,  better  businessmen,  and  create  a  bigger,  more  important 
industry  and  one  that  will  take  an  increasinglv  important  part  in 
the  overall  showbusiness  and  broadcasting  picture.  And  vou  may 
be  sure  that  however  the  Government  suit  against  MCA  turns  out 
the  company  will  continue  to  be  a  tremendous  force  in  the  radio 
and  television  business  and  will  have  direct  and  indirect  influence  on 
the  destiny  of  many  a  broadcaster  and  advertiser  as  in  the  past.     ^ 


I 


°oQnDo^ 


SHREVEPORT 


NOW 


TV 

MARKET 

i 

Kay-Tall — with  Tall-Tower 
Power  (1,553'  a.a.t.)  —  sells 
Shreveport  and  the  Booming 
Ark-La-Tex  by  delivering 
MORE  HOMES  (49,200)  in 
PRIMETIME*  than  any  other 
station  in  the  market!  Check 
either  ARB  or  NSI — then 
call  BLAIR  TELEVISION 
ASSOCIATES. 

Mon. /Sun.  6:30-10:00  P.M.  ARB  &  NSI.  March. 
1962.  Market  ranking  based  rn  prime  night 
time  Avg.  Homes,  ARB  March,  '62. 


Channel    6  — NBC    for   SHREVEPORT 

Walter  M.  Windsor  James  S.  Dugan 

Gen.  Mgr.  Sales  Dir. 


SPONSOR 


6   AUGUST    1962 


KID'S  PROGRAMS 

{Continued  from  page  33) 

entertainment  is  the  primary  moti- 
vating force,  they  say,  the  educa- 
tional-cultural aspect  must  become 
an  integrated  part  of  more  and  more 
programs,  if  only  subliminally,  and  if 
only  because  the  child's  hours  of 
\  iewing  alone  are  extremely  limited, 
the  indirect  influence  of  family-type 
shows  probably  more  profound  than 
the  direct  influence  of  limited  chil- 
dren's hours. 

Why,  in  the  end,  is  there  such 
enormity  of  emphasis  on  "children's" 
programing  in  the  1962-63  lineup? 
One  agency  program  chief  puts  it 
this  way:  "Too  much  is  being  done 
to  appease  Washington,  not  enough 
to  strengthen  the  overall  audience- 
advertiser  picture." 

\  irurd  w  illt  sonic  hope  .1-  a  posi- 
tive step  in  the  "overall"  direction  is 
the  ambitious  undertaking  of  West- 
inghouse  Broadcasting.  With  a 
series  of  12  one-hour  specials  (one  a 
month),  in  prime  time,  now  sched- 
uled for  a  September  start,  the  area 
of  children-and-adult  combination 
viewing — true  "family"  design — will 
be  watched  closely  by  agencies  and 
advertisers.  First  in  the  series  is  a 
program  called  Magic,  Magic,  Magic, 
starring  the  magician,  Milbourne 
Christopher,  in  an  exploration  of  the 
history  of  the  world  of  illusion  from 
ancient  Egypt  to  the  present  day.  Co- 
starring  will  be  Broadway  luminaries 
Julie  Harris  and  Zero  Mostel.  Pro- 
grams to  follow  include  First  Con- 
cert with  the  Cleveland  Symphony 
Orchestra  and  the  Robert  Shaw 
Chorale;  One  Tv  World,  heralding 
the  arrival  of  international  tv  via 
satellite,  in  which  award-winning  ex- 
amples of  young  people's  tv  fare 
around  the  world  will  be  examined;  a 
history  of  marionettes  with  the  Bil 
Baird  puppets;  and  Black  Nativity, 
a  gospel  play  which  scored  an  off- 
Broadway  success  this  past  season. 

Just  now  being  offered  for  sale  by 
the  Westinghouse  stations,  the  series, 
if  Sl{()  prior  to  airing,  could — say 
some  observers — prove  one  of  the 
straws  to  break  the  camel's  back. 

Solution?  "Television  is  only  10 
or  12  years  old,"  says  ITC's  Mandell. 
"\\  li.il  direction  other  than  up  does 
it  have?" 

Up — to  the  majority  of  those  with 
whom  -i'«»nsor  spoke  last  week — 
means    less    emphasis    on    children's 


;.ii 


programing,  which  at  best  is  nebu- 
lous, more  concentration  on  family 
fare.  In  brief:  the  only  realistic  way 
of  looking  at  children's  programing 
is  in  terms  of  family  programing: 
the  only  valid  criticism  of  children's 
viewing  is  in  terms  of  family  view- 
ing; the  only  reasonable  expectation 
of  advertiser  support  for  broadcaster 
efforts  to  improve  children's  fare  is 
in  terms  of  advertiser  support  for 
improving    family    fare. 

If  a  single  undercurrent  can  be 
said  to  have  persisted  throughout 
sponsor's  inquiry  into  this  vital 
problem,  it  is  this:  the  government's 
search  to  determine  television's  ef- 
fects upon  children  is  going  to  have 
to  meet  head-on  the  commercial  re- 
ality of  television  itself. 

That  reality?  Networks,  groups, 
and  individual  broadcasters,  eyed 
by  Washington  and  sensitive  to  the 
public  need,  are  making  concrete 
stabs  at  cultural-informational  pro- 
grams for  both  children  and  adults; 
while  agencies  and  advertisers,  rela- 
tively free  from  government  and 
community  pressures,  are  watching 
curiously  through  the  window  but 
not  breaking  down  the  door.  ^^ 


AGENCY  CREATIONS 

(Continued  from  page  38) 

ANNCR  41:  {Calling  off  camera) 
All  right — what's  the  trouble? 

TECH:  (Comes  on  camera)  It's 
amazing — you  look  just  like  the 
little  cartoon  gay  on  the  package! 
Look   (he  points) — it's  spooky! 

ANNCR  41:  (Offended)  You  think 
so? 

TECH:  It  breaks  me  up — you  look 
just  like  him! 

ANNCR  41:  JJh  huh  .  .  .  well  .  .  .  if 
you'll  just  let  me  get  on  with  this 
Pecan  Dandy  ice  cream.  (To  audi- 
ence) It's  exclusive  with  Foremost 
—  delicious  pecan-flavored  ice 
cream  with  big  buttered  pecans  . . . 
and  little  bit*  <>f  crunch  y  candy. 
Foremost  Pecan  Dandy-  it's  nutty 
with    candy. 

TECH:  Look — he  even  acts  like  that 
cartoon  character — 

ANNCR  41:  Now,  that's— wait!  Here 
(■dims  m\  wife  she'll  settle  this 
once  and  for  all  i  To  wife,  still 
0.(7.  i  Honey,  In-  claims  I  /<><>/.  like 
the  little  gw)  on  the  Pecan  Dandy 
package — /  don't,  do  I? 
ICAMKH  \  PANS  RIGHT  TO 
SHOW    WIFE  AM)  KM  H  KIDS 


DRESSED  EXACTLY  I.IKE 
ANNCR  41) 

WIFE:  Of  course  not — that's  ridicu- 
lous. 

V.O.:  That's  Pecan  Dandy  from 
Foremost,  the  nicest  line  of  ice 
cream  in  town.  ^ 


RADIO  FILLS  HOTEL 

(Continued  from  page  41) 

new  focus  for  central  Virginians. 

Once  begun,  we  found  it  to  our 
advantage  to  revive  specific  company 
attractions  through  use  of  a  "new 
angle."  In  May,  for  example,  after 
the  initial  excitement  of  the  Centen- 
nial Room  opening,  we  promoted 
business  through  special  Mother's 
Day  dinners  and  urged  dutiful  sons 
and  daughters  to  "make  Mother  feel 
like  a  belle  of  the  old  South"  by 
bringing  her  to  the  gracious  sur- 
roundings of  the  Centennial  Room. 

We  have  also,  especially  in  the 
case  of  the  Hotel  Chamberlin,  often 
closed  out  one  seasonal  attraction 
by  beginning  another.  Here's  a  sam- 
ple radio  spot  that  illustrates  what  I 
mean : 

ANNCR.:  The  Chamberlin  regrets 
that  there  are  no  more  Winter  Week- 
end Special  reservations  available 
this  year  .  .  .  it  has  been  a  record- 
breaking  success!  There's  still  time, 
however,  to  arrange  for  your  family 
to  enjoy  the  traditional  Faster  Week- 
end. Year  after  year,  people  have 
found  the  quiet  seclusion  of  the 
Chamberlin,  the  perfect  Easter  set- 
ting. You  will  enjoy  food  at  its  best, 
featuring  the  famous  Saturday  Night 
Buffet,  the  Faster  Sunrise  Service. 
the  pleasant  seaside  resort  atmos- 
phere, and  reasonable  rates — includ- 
ing children  free,  under  the  family 
plan.  Make  reservations  by  calling 
the  Chamberlin.  Fort  Monroe.  Vir- 
ginia, or  the  John  Marshall  in  Rich- 
mond. 

Now  for  a  word  about  our  selec- 
tion of  coverage  and  the  frequeiu  \ 
of  broadcasts.  We  know  that  the 
radio  audience  shifts  its  pattern  quite 
widely  throughout  the  day.  and 
hence,  our  spots  run  frequentK.  with 
up  to  six  per  day.  seven  days  a  week. 
We  think  this  helps  guarantee  that 
we  will  reach  not  only  the  home- 
maker  in  the  kitchen  at  11:00  a.m., 
bul  also  her  husband,  en  route  from 
the  office  at  5:45  p.m.  The  repititions 
are  not  so  mechanical,  however,  thai 
the  pattern  becomes  dull,  for  (he  spots 


SPONSOR 


6  august  196: 


are  changed  frequent!)  and  Lhe  word- 
ing freshened  in  order  to  maintain 
appeal. 

Let  me  emphasize  that  a  radio  spot 
Promotion  is  no  "cure-all"  for  season- 
al lags  in  business.  It  must  be  sup- 
ported l>\  well-designed  newspapei 
ads,  strategically  located  outdoor 
material,  appealing  direct  mail  items, 
public  relations  activities,  and.  above 
all.  beautiful  and  attractive  hotel  in- 
teriors  hacked  ii|>  l>\  service  that  goes 
far  beyond  the  satisfactory. 

What  radio  can  do  supremely  well, 
though,  is  beam  a  clear,  friendly 
message  to  hotel-goers  everywhere.  It 
can  move  with  spit-second  efficiency 
if  you  are  involved  in  a  fast-moving 
renovation  program.  It  can  help  to 
build  your  off-season  volume  to  some- 
thing that  doesn't  just  pay  the  light 
bill,  hut  keeD9  the  cashier  busier  than 
she'd  probably  like  to  be.  ^ 


CAN   U.S.  OVERDO   IT? 

(Continued  from  page  45) 

exercising  a  jealous  surveillance  over 
each  other,  we  do  not  feel  called  upon 
to  be  angry  with  our  neighbor  for 
doing  what  he  likes  .  .  . 

How  apt  are  the  words  of  Pericles 
today    in  the  relationship  between  the 


I  nited  States  and  the  >o\  in  states. 

i  et,  a-  Edith  I  familton  \\  rote : 
*\\  hen  the  Athenians  wanted  not  to 
give  to  the  State,  hut  tin-  State 
to  give  to  them,  when  the  freedom 
the)  wished  most  for  was  freedom 
from  responsibility,  then  Athens 
ceased  to  he  free  and  was  ne\ ei  free 
again. 

I  he  lessons  of  history  are  inexoi 
able.  \nd  though  we  cannot  Liuide 
our  lives  in  all  fashions  according  to 
the  plans  written  on  ancient  parch- 
ments, the  words  of  responsible  lead- 
ers through  the  ages  on  this  subject 
of  individual  freedom  bear  unique 
similarity. 

What  can  you  do  for  your  coun- 
try ?  For  one  thing.  \  on  can  see  to  it 
that  your  country  does  not  do  too 
much  for  you;  for,  if  it  docs,  in  the 
sense  that  the  State  not  onl\  admon- 
ishes through  law  but  administers 
through  alms,  then  the  undergirding 
of  liberty  will  collapse  and  our  des- 
tiny will  be  that  of  the  Athenians. 

In  a  statement  on  May  10  of  this 
vear,  former  President  Eisenhower 
addressed  himself  succinctly  to  this 
very  area,  when  he  stated: 

"It  has  long  been  my  judgment 
that  the  real  threat  to  liberty  in  this 


Republic  will  (Mine  not  fioni  any 
sudden,  :alculated  assault;  rather, 
the  threat  to  our  liberties  will  be 
primal  il)  found  in  a  stead)  erosion 
,,|  self-reliant  citizenship,  and  in  rat 
i  cssi\c  powei  i  oni  entration  resulting 

from  the  lodging  of  more  and  m 

decisions  in  an  evei  grow  ing  Federal 
bureaucracy  .' 

I  ;n  h   step   taken    \<\    tin'   Govei n 
ment.  any    Government,  to  Bupplant 

j  mil   i  ighl  to  cl se  is  a  Btep  closer 

to  leaving  you  with  only   one  right, 

if  such  it  can  be  called:  the  right  not 
to  choose. 

This  may  be  a  comfortable  state 
of  affairs,  hut  it  is  a  dangerous  one. 
In  totalitarian  nation-,  the  stale 
chooses  for  you — what  you  shall  be 
able  to  buy.  how  much  you  shall  have 
to  buv  it  with,  what  your  career  shall 
be,  where  you  shall  pursue  it,  the 
nature  of  your  housing,  the  dicta  of 
education  for  your  children,  the  man- 
ner in  which  you  shall  worship,  what 
you  may  read  and  hear,  and  the  gods 
to  whom  you  will  pav  homage. 

These  are  some  of  the  "wonderful" 
things  your  country  can  do  for  you, 
if  you  are  unwilling  to  assume  the 
responsibility  of  doing  them  for  your- 
self. + 


RETAIL  SALES  CONTINUE  CLIMB  IN 
JACKSON,  MISSISSIPPI  METRO  AREA 


JACKSON,  MISSISSIPPI:  THE  ONLY  MID-SOUTH  METROPOLITAN  AREA 
CONSISTENTLY  SHOWING  AN  INCREASE  IN  RETAIL  SALES! 

THIRD  QUARTER  RETAIL  SALES  AS  PREDICTED  BY  SALES  MANAGEMENT  MAGAZINE* 


*   $74,000,000  in   Retail  Sales— up  9%  over 
the   same   three-month    period    in    1961 


■J^    Retail   Sales  will   exceed   national   average 
by   3.8%    for   same    period    in    1961 


-fc  Jackson,  Mississippi  Sales  have  exceeded 
predictions  6  out  of  the  past  8  quarters 
— twice   in    1962 


kS£ 


Copr.  1962,  SALES  MANAGEMENT  MACAZINE;  further  reproduction  is  forbidden 

LBS  I  channel  mS: 


:HOLLINGBERY 


"WJ  WchanneliZ 


:KATZ 


SPONSOR 


0  AUGUST   1962 


51 


what  has  an  eye^L  patch 


»i 


.'■*■■■ 


TB 


HU 


mm 


■Hi 


&&$ 


CRt, 


to  do  with  you  ? 


Two  things. 

One — it  points  out  how  brilliant  a  job 
advertising  can  really  do.  Two — it  proves  that 
the  advertiser  who  does  it  generally 
winds  up  with  the  business. 

The  moral  is  obvious. 

Which  brings  up  two  things  more. 

One— there  are  some  7500  men  and  women 
involved  in  the  purchase  of  national  spot. 
Of  this  number — the  top  2000  control  over 
95%  of  the  total  business.  We  call  them 
the  "influential  2000".  The  most  economical 
way  to  pre-sell  this  "influential  2000"  is 
via  a  schedule  in  SPONSOR  because  SPONSOR 
has  the  greatest  penetration  of  influence 
with  this  "influential  2000"  of  any  book 
in  the  broadcast  field. 


Two — give  your  ads  a  "patch"  of  individuality. 
Without  it — the  page  you  buy  is  empty. 
With  it — you  can  spark  a  purchase,  increase  a 
schedule,  motivate  a  new  appraisal,  change 
a  buying  pattern  and  build  your  station's 
volume  every  year. 


THE     WEEKLY     MAGAZINE    TV    RADIO    ADVERTISERS    USE 


555  Fifth  Avenue     MU  7-8080     New  York  17 


IN  THE  TAMPA- ST.  PETERSBURG   MARKET 


has  the  advantage! 


i 


"WTVT's  Coverage  Area   — 

Copr.    1962,    Sales   Management 

Survey   of   Buying   Power 


With  WTVT  you're  "king" 
in  the  Southeast's  third 
market.  Jump  in  any  di- 
rection to  capture  your 
portion  of  total  retail 
sales  amounting  to 

$1,986,037,000* 
in  WTVT's  hustling,  bus- 
tling coverage  area. 


With  WTVT's  21  county  coverage  and  1,563,600*  population,  you've  got  the 
advantage  right  across  the  board.  And  every  day  is  bonus  day  because  an  average 
of  1,183**  people  move  into  the  WTVT  area  WEEKLY,  which  means  more  potential 
sales  for  you! 

WTVT  is  truly  "The  station  on  the  move  in  the  market  on  the  move."  WTVT  is  the  only 
station  in  the  Southeast  with  a  completely  mobile  videotape  unit  available  for  net- 
work or  local  news  coverage  by  WTVT's  up-to-the-minute-men.  Make  your  play  for 
increased  sales  on  WTVT.  .....     .    n     . 

Florida    Development   Commission 


THE  STATION  ON   THE  MOVE 


IN   THE  MARKET  ON   THE  MOVE! 


TAMPA 

ST.   PETERSBURG 

CLEARWATER 

SARASOTA  M 

BRADENTON  ^1 

IAKEIAND 

These  cities,   located   in 

the  populous  Tampa  Bay 

area,   constitute    the    heart 

of    the    21     county    territory 

served   by  WTVT 


WTVT 


channel 

TAMPA /ST.  PETERSBURG 


THE  WKY  TELEVISION  SYSTEM,  INC. 
WKY-TV  &  Radio,  Oklahoma  City 
Represented  by  the  Katz  Agency 


SHARE  OF  AUDIENCE   44% 

Latest  ARB  9:00  A.M. -Midnight 

CHECK  THE  TOP  50  SHOWS! 


ARB 

NIELSEN 

WTVT 

35 

WTVT 

39 

Station   B 

15 

Station  B 

11 

Station  C 

0 

Station  C 

0 

A.R.B.,   Tampa-St.   Petersburg   Metro   Area,    Mar.    1962,   4-wk.   avg. 
N.S.I.,  Tampa-St.   Petersburg  Metro  Area,  Mar.    1962,  4-wk.  avg. 


>4 


M'ONSOi; 


6  august  1962 


6  AUGUST   1962 

Co»yrl|ht   ltd 

SPONSOR 

PUBLICATIONS  INO. 


I 


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


WASHINGTON  WEEK 


Congress  is  again  stepping  in  to  make  sure  the  FTC  doesn't  get  too  ambitious. 

The  Administration  asked  for  a  healthy  increase  in  funds  to  step  up  both  the  agency's 
antimonopoly  and  antideception  activities.  The  House  Appropriations  Committee,  as  per 
usual,  applied  the  brakes. 

The  Committee  provided  only  810,720,000  for  the  agency  which  has  the  job  of  policing 
all  U.  S.  businesses,  large  and  small.  This  was  actually  $375,000  more  than  the  agency  had  for 
last  year,  but  it  was  a  slash  of  $1,125,000  under  the  budget  requests. 

The  FCC  did  better,  getting  $14,355,000,  or  only  $262,000  less  than  was  asked  to  run 
the  agency  in  the  year  which  actually  began  back  on  July  1.  (Money  bills  have  been  held  up 
this  year,  and  all  agencies  and  departments  are  operating  under  temporary  authority  to  spend 
money.) 

The  Senate  usually  increases  amounts  voted  by  the  House,  but  this  tradition  is  balanced 
by  another  under  which  regulatory  agencies  when  they  ask  for  money  for  the  sole  purpose  of 
getting  tough  are  usually  denied. 

The  FTC  has  been  stepping  up  its  scrutiny  of  advertising.  And,  despite  denials  that  tele- 
vision is  being  singled  out  from  other  media,  the  recent  emphasis  has  been  in  fact  on 
the  broadcast  media. 

House  action  in  cutting  the  requested  funds  doesn't  carry  with  it  any  directives  as  to 
how  the  cuts  should  be  carried  out  If  the  Senate  is  not.  in  fact,  much  more  liberal  than  the 
House,  the  FTC  will  still  be  able  to  use  available  funds  as  it  wishes.  It  appears  to  wish 
to  get  tougher  with  advertising.    The  funds  cut  will  remove  some  of  the  steam,  but  not  all  of  it. 

NAB  has  succeeded  in  getting  from  the  FCC  delays  on  filing  deadlines  for  both 
network-affiliates  contract  and  multiple  ownership  proceedings. 

The  multiple  ownership  rulemaking  would  apply  tougher  standards  in  deciding  whether 
there  is  overlap  of  service  as  between  two  stations  under  common  ownership.  The  network- 
affiliate  proceeding  would  throw  open  to  public  inspection  the  contracts  which  are  now  treated 
as  confidential  business  information,  and  which  the  networks  want  to  keep  that  way. 

Deadlines  in  both  proceedings  have  been  postponed  from  20  August  to  20  September,  with 
deadlines  for  reply  arguments  delayed  from  4  September  to  4  October. 

NAB  told  the  FCC  that  publicizing  of  hitherto  confidential  information  is  such  a  drastic 
step,  and  the  ramifications  may  be  so  complicated,  that  interested  parties  should 
have  more  time  to  consider  their  arguments.  As  to  the  multiple-ownership  change,  the 
argument  was  that  the  technical  and  engineering  phases  are  also  so  complicated  as  to  demand 
more  time. 

The  FCC  closed  up  shop,  as  expected,  with  its  most  important  business  undone. 

A  significant  sidelight,  in  view  of  the  unpublicized  but  nevertheless  well-known  disagree- 
ments among  commissioners,  is  that  a  new  vote  may  be  taking  the  place  of  the  Cross  vote. 
Perhaps  by  the  time  the  August  recess  is  over  or  shortly  thereafter,  depending  on  the  speed 
of  confirmation  by  the  Senate,  The  new  appointment  was  expected  almost  momentarily. 

This,  in  turn,  opens  up  other  possibilities.  The  new  commissioner  could  abstain  because 
of  unfamiliarity  with  the  many  complicated  problems  overdue  for  final  disposition.  Or  the 
problems  could  wait  until  he  familiarizes  himself  with  the  sometimes  very  lengthy 
records. 

In  the  latter  case,  delays  to  date  wouldn't  teem  so  long  in  comparison  to  the  new  one.  But 

{Please  turn  to  page  57) 


ponsob     •     6  aucust  1962 


55 


SPOT-SCOPE 


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


6  AUGUST  1962  Reps  were  kept  on  the  run  last  week  filling  orders  on  annual  schedules  for 

copyright  i««  Miles  Laboratories,  whose  media  placement,  previously  split  between  Wade  Los  An- 

sponsor  geles  and  Wade  Chicago,  is  now  centered  under  one  midwest  umbrella. 

publications  ino.  The  activity  was  on  behalf  of  Alka  Seltzer  and  One-A-Day.   Budgets   and   markets  are 

much  the  same  as  previous  years,  which  means  over  $4  million  for  Alka-Seltzer  and  just 
shy  of  $1  million  for  the  vitamin. 

Buys  for  west  coast  markets,  previously  handled  by  the  agency's  west  coast  arm.  will  be 
made  after  the  regular  national  buy  is  completed.  Also  omitted  from  this  order  blank :  sched- 
ules for  Bactine  and  Chocks  Vitamins,  purchased  usually  in  kids  shows  and  out  of  an- 
other budget  which  in  itself  tops  the  million  dollar  mark. 

No  better  barometer  is  needed  with  which  to  measure  the  health  of  spot  tv  than 
the  nonchallance  with  which  reps  can  now  afford  to  treat  agency  "alerts"  for  forth- 
coming buys. 

Such  is  the  case  with  Green  Giant.  Although  there's  been  no  call  for  avails  as  yet, 
Burnett  has  alerted  reps  via  the  mails  that  this  client  will  be  seeking  minutes  very 
soon  for  a  26-week  schedule  to  begin  in  October. 

In  the  light  of  all  the  actually-firmed  up  business  crossing  the  counter  and  with  the  bitter 
reminder  of  calls  for  avails  later  re-called  by  the  agency  fit  happened  recently  with  Pillsbury, 
also  out  of  Burnett),  reps  aren't  counting  the  Green  Giant  coin  until  action  on  the  buy 
actually  begins. 

The  midwest  spot  tv  scene  last  week  was  sparked  by  two  big  buys  out  of  Leo 
Burnett  for  perennials  in  the  medium. 

The  notable  accounts :  Parker  Pen,  which  wrote  a  spot  tv  ticket  of  over  $300,000  last 
year.  This  is  a  traditional  fall  buy  with  emphasis  on  a  "back-to-school"  theme;  Pure 
Oil,  back  after  an  extensive  spring  campaign  with  a  fall  buy  about  half  as  heavy,  both 
in   frequency   and   in  markets. 

Action  from  other  central  region  quarters  included  schedule-signings  for  Sucaryl  (Tat- 
ham-Laird),  Hekman  Biscuit  (George  Hartman),  General  Mills  for  Noodles  Romanoff 
(Knox  Reeves),  Armour  Meat  Products  (Y&R)  and  Sterling  Beer,  regional  (JWT). 

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

SPOT  TV  BUYS 

Parker  Pen  is  buying  nighttime  minutes  for  a  four  week  schedule  to  start  27  August.  About 
40  markets  are  involved  in  the  campaign.  Frequencies  are  good,  with  Parker  aiming  for  about 
100  gross  rating  points.    Agency:  Leo  Burnett.  Buyer:  Jerry  Riley. 

Pure  Oil  is  buying  another  cycle  of  13  weeks  to  begin  in  mid-September.  Minutes  and  chain 
breaks  will  be  used  for  this  campaign.  The  agency  is  Leo  Burnett  and  Scott  Denman  is  the 
buyer. 

Sucaryl,  Abbott  Laboratories'  non-caloric  sweetener  is  now  buying  38  markets  for  a  four-week 
run.   The  campaign  consists  of  I.D.'s.  Tatham-Laird  is  the  agency,  Larry  Olshan  the  buyer. 
Peter  Paul  will  use  nighttime  chain  breaks  in  its  upcoming  campaign  which  kicks  off  on  23 
September.   Schedules  run  for  26  weeks.   The  agency  for  Peter  Paul  is  Dancer-Fitzgerald-Sam- 
ple and  the  buyer,  Dorothy  Medanic. 

Charles  Pfizer  family  products  department  started  yesterday,  5  August,  on  behalf  of  Beam 
eye  lotion.  The  campaign  consists  of  prime  minutes  and  I.D.'s,  with  schedules  continuing  for 
13  weeks.   The  account  is  at  Ted  Gotthelf  Associates  and  the  buyer  is  Virginia  Burke. 


56 


SPONSOR       •       6    AUGUST    1963 


SPOT-SCOPE  continued 


Knox  Gelatine  IS  lining  up  markets  for  a  1  September  starl.  The  campaign  wiE  run  for  20 
weeks.  Time  segments:  night  and  da]  LD.'s.  Agency:  Charles  W.  rloyt  Buyer:  I  *  *  >  1  •  Burns 
Dul'ont  is  testing  a  new  item  in  its  industrial  finishes  division  called  Teflon.  Limited  mar- 
kets will  get  da\  minutes  starting  1  October  for  11  weeks.  Agency:  N.  W.  \\er. 
Margo  Wine  Company  launches  a  campaign  on  17  September  buying  13-week  schedules  in 
selected  markets.  Time  segments  are  nighttime  minutes  and  prime  I.I).\.  The  agency  is  Bauer 
&  Tripp  Philadelphia  and  the  buyer  is  Loretta  Kohler. 

Lever  Brothers  is  seeking  night  and  day  minutes  on  behalf  of  Silver  Dust  Blue.  The  cam- 
paign starts  12  August  for  13  ueeks  in  several  market>.  \«rnr\  :  Sullivan.  Stauffer,  Colwell  & 
Bayles.    Buyer:  Brian  Barn . 

Procter  &  Gamble  is  activating  on  behalf  of  Crisco,  lining  up  a  host  of  markets  for  a  15  Sep- 
tember kick  off.  Time  segments:  prime  and  fringe  minutes.  Agency:  Compton.  The  buyer  is 
Dick  Brown. 

Foster-Millburn  is  looking  for  fringe  and  daytime  minutes  for  a  campaign  on  behalf  of  Doan's 
Pills.  The  kick-off  date  is  10  September  and  schedules  will  run  for  36  weeks.  Agency  is  Street 
&  Finney.    Buyer:  Helen  Thompson. 

General  Foods  will  start  on  3  September  for  its  Gaines  Dog  Meal,  using  prime  and  fringe  min- 
utes.   The  campaign  is  of  five-week  duration.  Agency  for  the  buy:  Benton  &  Bowles. 
American  Home  Products  is  going  in  with  a  long-range  campaign  for  its  Jiffv  Pop.  Sched- 
ules of  minutes  start  on  15  September  and  continue  through  the  end   of  the  vear.    Agency: 
Norman.  Craig  &  Kummel. 

Ex-Lax  kicks  off  in  the  middle  of  the  month  with  a  nine-week  campaign.  The  schedules  in  se- 
lected markets  are  daytime  and  fringe  minutes  and  LD.'s.  The  buving's  being  done  out  of 
Warwick  &  Legler. 

Liggett  &  Myers  is  going  into  a  host  of  markets  with  its  latest  schedules  for  Chesterfield.  The 
campaign  consists  of  fringe  minutes  and  prime  20's  starting  2  September  for  17  weeks.  J. 
Walter  Thompson  is  the  agency. 

Frank  H.  Fleer  Corp.,  Philadelphia  will  promote  its  bubble  gum  with  a  spot  campaign  which 
gets  underway  the  middle  of  next  month.  Schedules  are  for  13  weeks.  Time  segments:  minutes 
in  kids  shows.    Agency:  The  Zakin  Company. 

SPOT  RADIO  BUYS 

Continental  Baking  is  buying  a  long  list  of  markets  to  promote  its  bread.  Buy  includes  the 
west  coast.  Schedules  of  minutes  start  1  August  and  continue  through  the  month,  with  a  heavy 
frequency  of  15-20  spots  a  week.  Agency:  Ted  Bates.  Buyer:  Perry  Seastrom. 
Breakstone  is  planning  a  spot  radio  campaign  for  the  fall  to  promote  its  Yogurt.  Stations  in 
Philadelphia,  Boston  and  Washington  will  get  minutes.  Agency:  Mogul,  Williams  &  Savior. 
Buyer:  Joyce  Peters. 

J.  T.  Stevens  Co.  will  start  on  16  September  for  its  Sam  Huff  (N.  Y.  Giants  defensive  star) 
slacks.  Minutes  will  precede  National  Football  League  games  in  all  NFL  markets  and  the  cam- 
paign will  run  for  14  consecutive  weeks.  Agency:  Fletcher  Richards.  Calkins  &  Holden.  Buyer: 
Liz  Griffiths. 


WASHINGTON    WEEK    <  Continued  from  page  55) 

Minow,  lacking  backing  on  some  of  these  matters,  might  prefer  to  wait.  It  is  considered 
certain  that  the  new  appointee  will  be  in  Minow's  corner  on  most  matters.  No  present  Com- 
missioner is  considered  a9  safe  for  the  Minow  view-point  as  the  new  one  is  expected  to 
be. 

One  result  might  be  that  the  rumored  defection  of  Ford  from  the  ranks  of  those  who 
favor  elimination  of  network  option  time  would  be  neatly  countered.  In  other  cases,  Minow 
might  etill  find  himself  outvoted. 

There  has  been  no  explanation  from  any  official  source  whatever  about  why  the  newest 
appointment  to  the  FCC  has  been  kept  such  a  cliff-hanger,  and  has  been  delayed  so  long. 

SPONSOR      •      6   AUGUST   1962  57 


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


SPONSOR  HEARS 


6  AUGUST   1962 

Copyright  I  Ml 

SPONSOR 

PUBLICATIONS  INC. 


Reports  on  Michigan  Avenue  last  week  had  it  that  McCann-Marschalk  failed  to 
get  the  Chun  King  business  because  it  wouldn't  agree  to  open  a  Minneapolis  office. 

The  $4-million  account  went  to  Campbell-Mithun,  whose  base  of  operations  is  that  city. 

As  a  result  of  Alberto-Culver's  proposed  splash  into  multiple  fields  other  than 
toiletries  Compton  may  be  confronted  with  another  one  of  those  product  conflict 
problems  involving  P&G. 

One  of  the  fields  that  A-C  says  it  intends  to  invade  is  cakemixes,  and  it  happens 
Compton  is  the  agency  on  P&G's  Duncan  Hines  line. 

Henry  M.  Schachte,  former  Lever  Bros,  executive  v.p.,  is  due  back  in  late  Au- 
gust from  his  year's  tour  as  consultant  to  Unilever  on  marketing  matters. 

When  he  left  the  States  Schachte  told  friends  that  after  he  completed  his  Unilever  as- 
signment he'd  take  a  year's  sabbatical  from  the  business,  traveling,  etc. 
He  disposed  of  his  Lever  stock  at  the  time  he  went  abroad. 

On  taking  over  the  operation  of  WINS,  N.Y.,  last  week,  Westinghouse  asked 
the  station's  salesmen  to  strike  off  a  memo  answering  three  questions. 

The  questions  were: 

1)  What's  your  list  of  accounts? 

2)  Which  of  these  accounts  are  (a)  on  ratecard,  (b)  off  ratecard?  If  off  ratecard 
how  much? 

3)  What  do  you  think  would  happen  to  the  business  if  it  were  put  on  ratecard? 

With  a  bit  of  tongue  in  cheek,  a  veteran  Chicago  adman  offers  this  to  young- 
sters as  one  of  the  quickest  ways  to  get  ahead  in  sales,  marketing  or  advertising: 

Latch  onto  a  job  at  P&G,  even  in  the  shipping  room,  if  need  be.  After  a  year  or  two 
the  young  man  in  applying  elsewhere  could  legitimately  say  he  handled  P&G  products, 

which  in  itself  is  pretty  much  an  open  sesame. 


Where  the  traveling  service  unit,  which  Y&R  media  announced  last  week,  could 
turn  out  a  cropper  is  through  the  way  it's  received  by  station  sales  executives. 

The  factors  that  may  make  a  go  or  bust  of  this  agency  wrinkle: 

•  Station  management  determines  the  percentages  of  salaries  for  the  local  and  na- 
tional sales  managers  by  the  ratios  of  local  and  national  sales. 

•  The  national  sales  manager's  chief  concern  is  seeing  that  the  rep  gets  the  availabili- 
ties and  the  orders  are  properly  processed. 

•  The  local  sales  manager  has  his  own  kettle  of  fish  to  wash  and  watch — that  is,  lo- 
cal sales.  The  promotion  and  merchandising  that  the  traveling  agency  representative  seeks 
is  a  local  affair  and  falls  within  the  ken  of  the  local  sales  manager.  Since  this  is  a  time- 
consuming  chore,  the  success  of  the  agency  rep  will  largely  depend  on  the  cooperation  he 
elicits  from  the  local  sales  executive. 


Pitching  for  tv  stations  by  the  weaning  away  route  has  become  practically  futile 
these  days  for  reps. 

A9  long  as  the  billings  run  10-15%  ahead  of  last  year  station  management  isn't  prone 
to  be  tempted  by  talk  about  potentials. 


58 


tPONBOB       •      6   kVCVWT   1962 


Til  111  docs  the  unusual! 


BANKAMERICARD 


SO  AUDIO  AND  VIDEO  WERE  MARRIED-blissfully 
united  in  a  60-second  television  commercial  advertising 
the  BankAmericard.  Secret  of  this  happy  mating  is  a 
music  score  pre-planned  to  accommodate  the  exact 
selling  message,  and  pre-recorded  for  frame-by-frame 
synchronization  on  Eastman  film,  with  prints  on  Eastman 
print-stock.  Two  steps— negative  and  positive,  both 
Eastman,  both  of  vital  importance  to  sponsor,  network, 
local  station  and  viewer.  Moral:  Plan  carefully  and  .  .  . 
go  Eastman— all  the  way! 

For  further  information,  get  in  touch  with 
Motion  Picture  Film  Department 

EASTMAN  KODAK  COMPANY,  Rochester  4,  N.  Y. 

East  Coast  Division,  342  Madison  Avenue,  New  York  1 7,  N.  Y. 

Midwest  Division,  130  East  Randolph  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. 


! 
f 


! 


ADVERTISER:  Bank  of  America 


AGENCY:  Johnson  &  Lewis,  Inc. 


PRODUCER:  FilmFair 


SPONSOR 
WEEK 


Advertisers 


WRAP-UP 


Colorcasts 

(Continued  from  Sponsor  Week) 

Eighteen  stations  which  previously 
began  colorcasts  of  these  movies 
are  WNBC-TV  and  WOR-TV,  New 
York;  KHJ-TV,  Los  Angeles;  WGN-TV, 
Chicago;  WSB-TV,  Atlanta;  KQTV,  Ft. 


Dodge;  KMJ-TV,  Fresno;  KPRC-TV, 
Houston;  WISH-TV,  Indianapolis; 
WTMJ-TV,  Milwaukee;  KCRA-TV,  Sac- 
ramento; WNEM-TV,  Saginaw;  WWLP, 
Springfield;  KOGO-TV,  San  Diego; 
KTVU,  San  Francisco;  KSLA-TV, 
Shreveport;  WFLA-TV,  Tampa;  and 
KOTV,  Tulsa. 


Revere  Camera  Company  has  made 
its  first  network  tv  buy  since  it  was 
acquired  by  Minnesota  Mining  and 
Manufacturing    back    in    late    1960. 

The  reentry  into  tv  involves  a 
saturation  campaign  in  NBC  TV's 
"Tonight"  with  nightly  participation 
in  the  pre-Christmas  weeks  from  9 
October  to  17  December. 

The  buy  will  make  Revere  the  larg- 
est advertiser  on  "Tonight"  during 
that  period. 

Commercials  for  the  cameras  and 
Wollensak  tape  recorders  will  be 
personally  pitched  by  stars  Johnny 
Carson  and  Skitch  Henderson,  with 


STRONG  MAN  Antonino  Rocca  gives  sur- 
prise lift  to  WABC,  New  York,  d.j.  Charlie 
Greer  at  Palisades  Amusement  Park  as 
d.j.    Bruce    Morrow    in     leopard    skin     barkers 


t 

7* 

£ 

\tH  - 

y 

dy. 

f 

<W' 

. 

[■■■ 

—»«»• 

MISS   SUNNY   of  WLBW-TV,    Miami,    (c)    and   her  two  sunbeams   sport  sunny  smiles   before 
departing  on  a   trip  to  advertising  agencies  in   N.Y.  and   Chicago  to  spread   some  ch    10  cheer 


60 


SPONSOR 


I  .      U   < .  I    -  I       I  '  >!  >_' 


STORER  CUP  STANDS  admired  by  James 
Alspaugh,  H-R  v. p.  and  chmn.  of  the  IRTS 
Fun  Day.  Cup  was  awarded  last  week  to  win- 
ner   of    official     Handicap    Golf    Tournament 


film  cut-ins. 

Erwin  Wasey,  Ruthrauff  &  Ryan 
is  the  agency. 

The  latest  delicacy  out  of  the 
Kitchens  of  Sara  Lee  will  be  intro- 
duced nationally  via  a  CBS  TV  rerun 
Judy  Garland  special  (19  September) 
and  Arthur  Godfrey  when  he  does  a 
fill-in  on  "Tonight." 

The  new  item,  pineapple  cream 
cheese  cake,  had  been  tested  in 
nine  markets  during  the  spring  of 
this  year. 

Oannon  Milk  Products  has  been 
called  on  the  carpet  by  the  FTC  for 
misrepresentation. 


The  charge:  claims  that  Dannon 
Yogurt  is  nature's  perfect  food,  that 
it  will  correct  poor  eating  habits, 
has  intrinsic  reducing  properties 
and  antibiotic  qualities  are  false. 

Campaigns:     Polynesian     Punch,    a 

fruit  juice  drink  manufactured  by 
Allied  Old  English  Co.  of  Newark, 
has  started  on  New  York  tv  with  a 
10-week  schedule  of  23  spots  per 
week  aimed  at  the  kids  market.  In- 
cluded are  WNEW-TV  and  WOR-TV. 
Agency  is  Venet  Advertising  of 
Union,  N.  J.  .  .  .  Formica  Corp.  is 
expanding  its  campaign  aimed  at 
promoting  use  of  its  laminated  plas- 
tic surfacing  on  furniture.    Included 


will  be  participations  on  NBC  TV's 
"Tonight"  show  with  Johnny  Carson 
in  October  and  November. 

PEOPLE  ON  THE  MOVE:  Martin  L. 
Gregory,  general  manager  of  the 
Post  division  of  General  Foods,  has 
been  elected  a  vice  president  of 
the  corporation  .  .  .  Edward  W. 
Dooley  to  vice  president  and  general 
manager  of  the  Isodine  Pharmacal 
Corp.  .  .  .  William  J.  Kissell  Jr.  to 
product  manager  in  the  Pepsodent 
division  of  Lever  Brothers. 


Agencies 


North  Advertising  Inc.  is  branching 
out  with  the  addition   of  an   indus- 


BEARING  BERRIES  to  the  Hollingberys,  local  model  Lillian  Gasper  makes  good  use  of  the 
WTRF-TV,  Wheeling,  Brandwagon  as  she  presents  strawberries  to  (l-r)  Jack  Peterson,  George 
P.   Hollingbery,    Harry    Wise,    Phil    Corper    and    Warren    Nelson    on    recent   trip    to    the    station 


BOX  OFFICE  receipts  were  boosted  over 
i$l,000    when    WMCA,     New    York,    d.j.    Jim 

Harriott  did  a  remote  at  Long  Island's  Cen- 
Jtury    Meadows    theater    for    a    UA     premiere 


'COOL'  d.j.  Dick  Williamson  (c)  admires 
bust  of  himself  carved  in  ice  by  sculptor  Dick 
Richardson  at  Hawaiian-set  broadcast  of  his 
WIND,  Chicago,  show.  Malia   Baker  looks  on 


WING-FLING,  the  second  annual  event  held   by  WING,   Dayton  at  LeSourdsville  Lake  Amuse- 
ment Park  included  dunking  the  d.j.'s  which  raised  $165.70  for  local  Children's  Hospital   Society 


SPONSOR      •      6   Al  GUST   1962 


61 


trial     advertising     division     to     its 
Chicago  office. 

Effective  15  August,  Lester  A. 
Weinrott  will  take  over  as  president 
of  the  new  division,  becoming  a  vice 
president  of  North  itself. 

Weinrott  has  been  vice  president 
and  general  manager  of  Reach,  Mc- 
Clinton  Illinois. 


Agency  appointments:  Providence 
Enterprises,  Phoenixville,  Pa.  to 
Gray  &  Rogers  for  Perkup,  a  new 
line  of  hot  beverages  .  .  .  The  Lon- 
don Cooperative  Society,  largest  re- 
tail store  organization  in  the  United 
Kingdom  to  BBDO  International  .  .  . 
Ocean  Products  of  Tampa  to  Geyer, 
Morey,  Ballard  for  Treasure  Isle  and 
Tampa  Bay  brands  .  .  .  Hartfield 
Stores  to  Beckman,  Koblitz,  Inc., 
Los  Angeles  .  .  .  Dunn  &  Company, 
London,  to  Smith-Warden,  Ltd.  effec- 
tive 1  October  .  .  .  Chun  King  canned 
foods  ($1  million)  to  Campbell- 
Mithun  Minneapolis  ...  A.  Stein  & 
Co.,  Chicago  to  Earle  &  Ludgin  for 
its  Perma-Lift  division  .  .  .  The  Los 
Angeles  Soap  Company  ($750,000) 
to  Fletcher  Richards,  Calkins  & 
Holden,  from  Erwin  Wasey,  Ruthrauff 
&  Ryan. 

New  v.p.'s:  Henry  A.  Mattoon  at  Mc- 
Cann-Erickson,  in  charge  of  the  Los 
Angeles  office  .  .  .  Edward  S.  Alm- 
gren  and  Alfred  J.  Hoffmann  at 
BBDO  New  York  .  .  .  Mike  Dann  at 
Ted  Bates  in  the  programing  depart- 
ment, from  CBS  TV. 

PEOPLE  ON  THE  MOVE:  Charles  C. 
Sullivan,  Jr.  to  account  executive  at 
D.  P.  Brother  .  .  .  W.  Gary  Davis  to 

account  executive  at  Charles  M. 
Schloss  Advertising  .  .  .  Frank  P. 
Clark  to  account  executive  in  west- 
ern division  headquarters  of  Geyer, 
Morey,  Ballard  .  .  .  Bob  Penninger, 
Virginia  Weigl,  and  Yrsa  Grasshoff 
to  the  media  department  at  BBDO 
Los  Angeles  .  .  .  Howard  Englander 
and  Charles  O'Rourke  to  account  ex- 
ecutives at  Doyle  Dane  Bernbach 
.  .  .  Lansing  B.  Linquist  to  consult- 
ant on  network  and  station  relations 
at  Guild,  Bascom  &  Bonfigli  .  .  . 
Bill    Givens   to    radio-tv   director   of 


Daniel  F.  Sullivan,  Boston  .  .  .  Wil- 
liam Craig  to  associate  director, 
Richard  Low,  to  head  of  a  newly- 
created  tv  business  affairs  office 
and  Marvin  Koslow  and  William 
Lynn  to  account  executives  in  the 
tv-radio  department  of  Y&R  .  .  . 
Mel  Thomas  to  account  executive 
at  Olian  and  Bronner  Chicago  .  .  . 
Peter  D.  Grumhaus  to  account  exec- 
utive at  Clinton  E.  Frank  .  .  .  Len 
Levy,  Nick  Amos  and  John  Mann  to 
the  commercial  production  depart- 
ment of  the  Chicago  office  of  Foote, 
Cone  &  Belding  .  .  .  Keith  Miller  and 
James  Waters  to  account  executives 
at  the  new  firm  of  Gi Hon  &  Associ- 
ates, Cedar  Rapids. 

Kudos:  Edward  Papazian,  tv  and  ra- 
dio media  director  of  Gray  &  Rogers, 
Philadelphia,  has  been  elected 
president  of  the  Television  and  Ra- 
dio Advertising  Club  of  Philadelphia. 

Tv  Stations 

The  first  formal  account  of  the 
sharp  rise  in  trading  stamp  tv  bill- 
ings has  come  from  TvB  in  a  quar- 
terly report  on  food  store  spending. 

Billings  for  the  stamps  in  the 
first  quarter  of  the  year  jumped  to 
$1,020,944  (network  and  spot)  from 
$354,000  for  the  same  period  of  1961. 

Food  stores  generally  increased 
their  tv  spending  in  spot  tv  by 
18.4%.  Gross  time  billings  in  the 
quarter  were  $2,559,100  against  $2,- 
160,200  in  the  like  quarter  a  year 
ago. 

The  trading  stamp  surge  was  high- 
lighted by  expenditures  for  Mac- 
Donald  Plaid  Stamps  which  had 
spot  tv  billings  of  $458,100  and  S&H 
Green  Stamps  with  spot  billings  in 
the  first  quarter  of  $251,830  and  net- 
work billings  of  $242,94. 


As  a  follow-up  to  the  takeover  of 
its  own  national  sales,  KTTV,  Los 
Angeles  is  expanding  its  New  York 
and  Chicago  offices. 

Gerry  Velona,  Martin  Bergman  and 
Tony  Santino,  account  executives 
with  the  local  sales  department, 
have    been    named    account    execu- 


tives with  the  national  sales  depart- 
ment in  New  York,  headed  by  Jack 
Duffield. 

Robert  Dickenson,  also  an  account 
executive  in  local  sales,  has  been 
promoted  to  account  executive  in 
national  sales  in  Chicago  headquar- 
ters. 

Former  Lennen  &  Newell  account 
executive  Ed  Hawkins  takes  over 
operation  of  a  new  KTTV  San  Fran- 
cisco regional  sales  office  as  part 
of  the  expansion. 

One  local  station  in  Ohio  has  carried 
off  quite  a  programing  coup. 

WBNS-TV,  Columbus  has  signed 
nationally-known  playwright  Rod 
Serling,  creator  of  CBS  TV's  "The 
Twilight  Zone"  to  do  a  39-episode 
series  to  debut  on  the  station  16 
September  called  "The  Rod  Serling 
Show" 

Serling,  who  will  be  working  at 
Antioch  College,  Yellow  Springs,  will 
present  film  illustrations  and  reveal 
unusual  facts  about  many  of  film- 
dom's  most  famous  personalities. 

KCOP,  Los  Angeles  independent, 
isn't  sparing  any  expense  to  unveil 
its  $2  million  fall  program  invest- 
ment. 

A  four-city  presentation  tour  got 
underway  31  July  with  a  cocktail 
party  at  San  Francisco's  Fairmont 
Hotel.  Follow-up  stops  are  the  Mid- 
American Club  in  Chicago  (7  Au- 
gust), Flame  Room  of  the  Radisson 
Hotel  in  Minneapolis  (9)  and  five 
luncheon  sessions  in  New  York  the 
week  of  the  13th. 

Financial  report:  For  the  six  months 
ended  30  June  Transcontinental 
Television  reported  earnings  were 
$872,940  compared  to  $646,192  for 
the  same  1961  period.  Per  share 
earnings  for  the  first  half  were  49 
cents  vs.  37  cents  for  the  same 
period  of  1961. 

PEOPLE  ON  THE  MOVE:  Philip  G. 
King  to  director  of  information  serv- 
ices at  WCBS-TV,  New  York  .  .  . 
Charles  H.  Cash,  Jr.  to  director  of 
promotion  and  publicity  at  WSB-TV, 
Atlanta  ...  Ed  Hawkins,  account  ex- 


62 


SPONSOR 


(>    AUGUST   1962 


ecutive  with  Lennen  &  Newell  Los 
Angeles,  to  head  of  the  new  regional 
sales  office  of  KTTV,  Los  Angeles  in 
San  Francisco  .  .  .  James  P.  Mitchler 
to  advertising  and  merchandising 
manager  of  WNEM-TV,  Saginaw-Bay 
City-Flint  .  .  Morton  S.  Cohn  to 
station  manager  of  Skyway  Broad- 
casting, which  owns  WLOS-TV  and 
radio,  Greenville  .  .  Tom  Stanton 
reappointed  to  the  sales  staff  of 
KMOX-TV,  St.  Louis  ...  Don  Sbarra 
to  vice  president  and  general  man- 
ager of  KARD-TV,  Wichita  .  .  .  John 
T.  Bradley  to  account  executive  at 
WDAU-TV,  Scranton-Wilkes  Barre  .  .  . 
William  Murray  to  local  sales  man- 
ager and  Bernie  Whitaker  to  general 
sales  manager  at  WRAL-TV,  Raleigh 
Marie  Torre,  former  syndicated 
columnist,  to  the  news  staff  of 
KDKA-TV,  Pittsburgh. 

Radio  Stations 

New  data  documenting  radio's  great 
out  of-nome  audience  seems  to  be 
turning  up  in  lots  of  places  lately, 
the  latest  from  WCCO,  Minneapolis- 
St.  Paul. 

At  a  recent  Minnesota  Twins-New 
York  Yankee  baseball  game  at  Met- 
ropolitan Stadium  the  station 
counted  2,426  portable  sets  in  the 
stands.  Total  attendance  was  40,944 
so  one  out  of  every  17  fans  brought 
radios  with  them  to  the  game.  What's 
more,  WCCO  admits  it  probably 
missed  many  more  small  transistor 
receivers  that  may  have  been  hid- 
den. 

Points  out  general  manager  Larry 
Haeg:  "When  one  out  of  every  17 
brings  a  radio  to  hear  a  game  they 
are  attending,  it  staggers  the  imagi- 
nation to  think  how  many  more 
thousands  of  people  are  following 
me  action  at  beaches,  picnic 
grounds,  etc." 


deas  at  work: 

•  KDKA-TV  and  radio.  Pittsburgh 
leld  its  first  annual  amusement  day 
it  Kennywood  Park  with  a  full  turn- 
>ut  of  all  its  radio  and  tv  personali- 
ties and  a  ticket  sell-out  weeks 
ihead  of  the  event. 


WAVE-TV  gives  you 
28.8%  more  SHAVERS 

—28.8%  more  viewers,  minimum! 


Since  Nov.-Dec,  1957,  NSI  Reports  have  never 
given  WAVE -TV  less  than  28.8%  more  viewers 
than  Station  B  in  the  average  quarter-hour  of 
any  average  week! 

And  the  superiority  during  those  years  has 
gone  as  high  as  63.6^  more  viewers! 

More  viewers  —  more  impressions  -  more  sales! 
Ask  Katz  for  the  complete  story. 


CHANNEL  3  •  MAXIMUM  POWER 
NBC  •  LOUISVILLE 

The  Katz  Agency,  National  Representatives 


IPONSOR      •      6    AUGUST    1962 


63 


•  KSTP,  Minneapolis-St.  Paul  has 
been  swamped  with  entries  from  lis- 
teners invited  to  portray  "Summer 
in  Minnesota"  using  any  medium  or 
technique  they  chose.  First  prize 
will  be  $300. 

•  WBBM  and  Trans-World  Airlines 
have  teamed  for  a  joint  promotion 
on  TWA's  electric  spectacular  at  the 
corner  of  State  and  Randolph 
Streets  in  downtown  Chicago.  The 
station  is  furnishing  news  headlines 
for  the  running  headline  section  of 
the  spectacular. 


Format  change:  WMIN,  St.  Paul  has 
perhaps  become  the  first  station  to 
broadcast  exclusively  news  from  6 
a.m.  to  midnight,  having  dropped  all 
its  music  programing. 

Kudos:  KLZ,  Denver  personality  Don 
Roberts  was  awarded  a  medal  from 
the  Veterans  of  Foreign  Wars  for  his 
"good  citizenship"  .  .  .  WBBF,  Roch- 
ester received  a  Civic  Award  for 
meritorius  service  to  the  community 
from  the  Monroe  County  American 
Legion,  in  recognition  of  a  Crosswalk 
Safety  Campaign  .  .  .  Boston  Mayor 
John  F.  Collins  declared  the  week 
of  29  July  as  "WNAC  Week"  in  honor 
of  the  station's  40th  anniversary. 

PEOPLE  ON  THE  MOVE:  Earl  R. 
Bechtel  to  local  sales  manager  of 
WTVN,  Columbus  .  .  .  Shirley  Ras- 
mus to  assistant  radio  promotion 
manager  of  WRCV,  Philadelphia  .  .  . 
Kenneth  Leslie  to  general  sales 
manager  of  KGO,  San  Francisco  .  .  . 
Frank  Stewart  to  general  manager 
of  KTRH,  Houston  .  .  .  Jerry  Fried- 
man and  Ed  Bloomfield  to  the  sales 
staff  of  KFRC,  San  Francisco  .  .  . 
Mark  Olds  to  general  manager  for 
WINS,  New  York,  station  just  ac- 
quired by  Westinghouse  Broadcast- 
ing ..  .  Dick  Lawrence  to  program 
manager  of  WORL,  Boston,  replac- 
ing Bill  Givens  .  .  Robert  W. 
Steinhilber  to  local  sales  manager 
of  KFRE  (AM)  and  KRFM,  Fresno 
.  .  .  Donald  W.  Frost  to  sales  man- 
ager of  WIND,  Chicago  .  .  .  John  T. 
Clayton  to  manager  for  advertising, 
promotion  and  publicity  at  WNBC, 
New     York,      succeeding      Stephen 


Kirschenbaum  who  becomes  super 
visor  of  on-air  promotion  at  WNBC 
TV  .  .  .  Burton  M.  Wanetik  to  account 
executive  at  WNBC,  New  York  .  .  . 
David  W.  Wagenvoord,  vice  president 
and  general  manager  of  WWOM, 
New  Orleans,  to  executive  vice  presi- 
dent in  charge  of  radio  oprations  of 
the  Franklin  Broadcasting  Company 
.  .  .  Mary  Jo  Hippie  to  assistant  to 
the  promotion  manager  of  WSJS  ra- 
dio and  tv,  Winston-Salem  .  .  .  Mi- 
chael Laurence  is  leaving  his  post 
as  public  relations  director  of 
WMCA,  New  York  and  voice  news 
service   Radio   Press    International. 

Fm 

As  a  prelude  to  new  fall-winter 
stereo,  QXR  network  programing 
schedule  and  increased  sales  activi- 
ties, WASH  (FM),  Washington,  D.  C. 
has  announced  a  new  management- 
sales  team. 

Bob  Falcon  assumes  the  job  of 
station  manager  and  Kathryn  Ep- 
stein takes  over  as  sales  manager. 


International  entente:  WTFM,  New 
York  has  applied  to  become  the 
world's  first  fm  station  to  stereocast 
from  America  to  Europe  via  Telstar. 

PEOPLE  ON  THE  MOVE:  John  W. 
Reavley  to  the  sales  department  of 
KRFM,  Fresno  as  an  account  execu- 
tive .  .  .  Chris  J.  Stolfa  to  station  di- 
rector of  KMBC  (FM),  Kansas  City, 
due  to  go  on  the  air  within  the  next 
two  months  .  .  .  Joe  Thompson  to 
general  manager  of  KEPI  (FM), 
Phoenix. 


Networks 


Network  tv  gross  time  billings  rose 
12.4%  in  May  over  the  like  month 
a  year  ago,  according  to  TvB. 

Billings  for  the  month  were  $66, 
101,761  against  $58,805,784  a  year 
ago. 

For  the  first  five  months  of  the 
year,  network  billings  were  $324,050, 
243  an  increase  of  11.5%  over  1961s 
$290,525,162.      January-May     billings 


by  network  were:  ABC-TV  up  6.6% 
to  $84,659,058;  CBS-TV,  up  15.4%  to 
$124,362,088;  and  NBC  TV,  up  11.3% 
to  $115,029,097. 

Daytime  billings  rose  15%  in  the 
first  five  months  to  $101,511,035  while 
nighttime  billings  for  the  period 
were  $222,539,208,  up  10%  over  1961. 


The  sales  force  at  Mutual  racked  up 
its  fifth  consecutive  record  high 
month  in  June. 

New  business  included  10  new  na- 
tional sponsors  for  Mutual's  five- 
minute  newscasts.  They  are:  Stand- 
ard Brands,  Monroe  Auto  Equipment 
Sylvania,  Rexall,  Nationwide  Insur- 
ance, Continental  Casualty,  Del 
Monte  Pineapple,  Quaker  State. 
Norwich  Pharmacal  and  Pepsi  Cola. 


New  affiliates:  WWVA,  Wheeling  will 
join  the  ABC   Radio   Network  on  25 

October.  The  station  has  been  affili- 
ated with  CBS  Radio  since  1947  .  .  . 
WOKR-TV,  Rochester,  N.  Y.,  with 
ABC  TV. 


PEOPLE  ON  THE  MOVE:  Daniel 
Sklar  to  director  of  business  affairs. 
Hollywood  effective  20  August  and 
Aubrey  W.  Groskopf  to  the  newlv- 
created  post  of  director  of  commit- 
ments talent  and  properties  for  the 
business  affairs  department  at  CBS 
TV  .  .  .  Eric  Mart  to  NBC  as  sales 
nlanning  representative  of  NBC  TV's 
sales  proposals  unit. 

Representatives 

It  may  be  strictly  a  vac.  but  the 
Weightman  agency,  of  Philadelphia 
is  balloting  reps  on  a  plan  that  fits 
in  nicely  with  the  dolce  far  niente 
spirit   of  August. 

The  agency  is  asking  the  reps  to 
express  their  disposition  about  the 
installation  in  the  Weightman  wait- 
ing room  of  a  rockingchair. 

Noted  the  letter  that  came  with 
the  ballot:  the  agency  never  tries  to 
keep  repb  waiting,  whether  they're 
there  by  appointment  or  otherwise, 
but  when  it  does  happen  it  likes  to 


U 


>*I»ON9QR       •       6    AUGUST    1962 


make    bure    that    the   callers   are   en 
joying  the  maximum  of  relaxation. 


Rep  appointments:  WDXR,  Paducah, 
Ky.  to  Gill-Perna  .  .  .  WSTV-TV,  Steub- 
ville  to  Peters,  Griffin,  Woodward  .  . 
WABY,  Albany  to  the  Daren  F.  Mc- 
Gavren  Company,  effective  1  Sep- 
tember. 

PEOPLE  ON  THE  MOVE:.  Edward  R. 
Theobald  to  account  executive  at 
Harrington,  Righter  &  Parsons  Chi- 
cago .  .  .  Harry  J.  Durando  to  ac- 
count executive  at  H-R  Radio,  from 
George  P.  Hollingbery  .  .  .  Tom  Cam- 
arda  to  radio  account  executive  at 
George  P.  Hollingbery  .  .  .  John  T. 
King  New  England  manager  of  Katz, 
to  president  of  the  New  England 
Assn.  of  Radio  &  TV  Representatives. 


Film 


Ziv-UA,  in  charting  the  sponsorship 
pattern  on  its  dramatized  documen- 
tary series  "The  Story  of  .  .  .,"  points 
to  a  renewed  interest  in  syndication 
from  beer  sponsors  and  financial  in- 
stitutions. 

Comparative  newcomers  to  syndi- 
cation, financial  institutions  repre- 
sent 11%  of  the  sponsors  for  the 
rail-debuting  series,  ranking  third 
among  all  spot  buyers  of  the  show. 

n  a  Ziv-UA  survey  conducted  last 
/ear,  this  category  represented  only 
\%  of  the  company's  sponsors  and 

anked  sixth. 
Beer   companies   are    the    second 

argest  sponsor  category,  accounting 

or  17%  of  the  sponsors.  Last  year 
[his  was  the  fourth   ranking  group, 

epresenting  only  7%. 

"here've  been  several  interesting  de- 
elopments  on  the  commercials  side 
if  the  industry  which  are  notable. 

•  Alan  Alch,  writer  and  producer 
!'f  tv  commercials,  has  formed  his 
i'wn  firm  in  Los  Angeles  for  both  tv 
;nd  radio.   He's  located  at  9120  Sun- 

et   Boulevard. 

;   •  Producer-director     Mickey 

khwarz  is  opening  production  cen- 

2rs    in    New    York    (419    East    54th 


btreet)  and  loronto  (4iJ  Jarvis 
Street).  The  Canadian  branch  is 
called  Academy  TV  Film  Productions 
while  the  New  York  office  bears 
-.riiwarz's  name. 

•  Filmex  has  extended  its  pro 
duction  facilities  to  Europe  having 
established  facilities  at  the  Victonne 
Studio  in  Nice  and  a  production 
office  in  Paris, 

•  Alexander  Productions  of  New 
York  has  signed  an  exclusive  affilia- 
tion with  Alexander  Film  Co.  of  Colo- 
rado Springs  to  use  11,600  motion 
picture  theaters  throughout  the 
country  for  evaluating  commercials 
as  part  of  the  regular  motion  picture 
fare. 

Seven  Arts  reports  that  28  stations 
to  date  are  colorcasting  the  post- 
1950  Warner  Brothers  features  and 
the  fall  outlook  indicates  at  least  12 
more  stations  will  join  the  band- 
wagon. 

Seven  Arts,  which  has  been  pro- 
moting the  use  of  color  on  the  local 
level,  notes  that  the  increase  of 
orders  for  color  prints  has  reduced 
laboratory  costs  by  25%. 

Emmett  Kelly,  international  circus 
headliner,  has  been  signed  to  host 
a  series  of  39  half-hour  children's 
cartoon  programs  to  be  produced  in 
New  York  by  Seven  Arts  this  fall. 

"The  Emmett  Kelly  Show"  marks 
Kelly's  debut  in  a  tv  program  series 
and  is  the  second  new  series  to  be 
produced   by   Seven   Arts   in   1962. 

Sales:  Warner  Bros,  tv  series  to  eight 
more    stations    .    .    .    Buena    Vista's 

Mickey  Mouse  Club,  now  sold  in  57 
markets,  to  almost  equal  (94.7%)  its 
reach  on  88  stations  when  it  started 
in  October  1955  on  ABC  TV  .  .  .  Of- 
ficial Films'  "Biography"  to  Kansas 
Bankers  Assn.  (Bruce  B.  Brewer),  Old 
Kent  Bank  and  Trust  Co.  of  Grand 
Rapids  (Jaqua  Advertising),  KLRJ 
TV,  Las  Vegas  and  KOLO-TV,  Reno, 
raising  domestic  markets  to  123. 

PEOPLE  ON  THE  MOVE:  John  E. 
Pearson  to  vice  president  in  charge 
of  international  sales  at  ITC  ...  Irv- 
ing Klein  to  president  of   Donall   & 


Harman,  house  ad  agency  for  IIC 
.  .  .  Dick  Feldman  and  Jack  Goodford 
to  executive  staff  members  of  VPI 
(Video  Pictures)  .  .  Lee  Francis  to 
account  executive  at  Joe  Wolhan- 
dler  Associates  on  the  Ziv-UA  ac- 
count. 

Public  Service 

ABC  Radio  o&o's  are  going  all  oji 
this  month  to  prevent  tragedies  at 
bathing  and   boating  areas. 

In  cooperation  with  the  American 
Red  Cross,  thousands  of  water  safety 
announcements  are  scheduled.  Mes- 
sages are  tailor-made  to  each  sta- 
tion and  each  city,  and  will  be  re- 
corded by  such  celebrities  as  Guy 
Lombardo,  Lloyd  Bridges,  Gardner 
McKay  and  four  Olympic  Gold  Medal 
winners. 

By  reaching  listeners  with  water 
safety  messages  when  they  are  near 
the  water,  the  messages  should  be 
most  effective  since  they  will  be 
heard  when  the  individual  can  re- 
spond immediately  by  taking  the 
necessary  precautions. 

WSB,  Atlanta,  wmch  started  editori- 
alizing in  April,  reports  enthusiastic 
response  to  the  twice  weekly  editori- 
als. 

Thus  far  the  opinions  voiced  on 
the  air  have  dealt  with  strictly  local 
issues  involving  government,  politics 
and  civic  affairs. 


Public  Service  in  action: 

•  WWDC,  Washington,  D.  C.  is 
conducting  a  three-month  campaign 
on  drugs  and  narcotics  addiction. 
The  shocking  problem  of  addiction 
in  both  the  nation's  capital  and 
other  states  will  be  explored  in  edi- 
torial comments  which  will  average 
about  50  broadcasts  per  week.  Also 
scheduled  are  in  depth  interviews 
with  experts  on  addiction,  and  a 
documentary. 

•  The  proposal  of  WHK,  Cleveland 
to  utilize  the  city's  existing  and  lit- 
tle-used railroad  tracks  to  expand 
public  transportation  facilities,  was 
greeted    with     enthusiasm     by    the 


Ipo.nsok       •       O     VLULST    1902 


65 


Transit  Board.  The  station  is  plan- 
ning to  bring  rail  deisel  buses  to 
Cleveland  for  promotional  runs  on 
these  tracks. 

•WPBS  (FM),  Philadelphia  is  run- 
ning a  "Seat  Belts  Save  Lives"  cam- 
paign to  encourage  installation  and 
use  of  approved  auto  seat  belts.  Edi- 
torials plus  statements  from  sena- 
tors, governors  and  other  officials 
will  be  broadcast. 

•  "Operation  SOS,"  WFAA,  Dallas 
special  all-day  broadcast,  featured 
teams  of  doctors  answering  lis- 
teners' questions  about  the  Sabin 
oral  vaccine  which  was  distributed 
during  the  city's  mass  polio  immuni- 
zation drive. 

•  WFIL-TV,  Philadelphia  pre- 
sented on  "Frontiers  of  Knowledge" 
various  aspects  of  the  medical  re- 
search being  conducted  at  the  Chil- 
dren's Hospital  of  Philadelphia. 


Kudos:  WEJL,  Scranton  has  for  the 
third  time  won  the  National  Compe- 
tition for  the  Promotion  of  Radio 
Free  Europe  .  .  .  Albany  Chamber 
of  Commerce  saluted  WAST-TV  Al- 
bany and  Niagara-Mohawk  Power 
Co.  for  "Hudson — Portrait  of  a 
River." 

PEOPLE  ON  THE  MOVE:  Janet  Wil- 
liams   replaces    Eleanor    Yeager   as 


public  service  coordinator,  WJXT 
Jacksonville. 

Station  Transactions 

The  FCC  has  approved  the  third 
joint  interim  operation  of  a  tv 
channel,  this  time  in  Grand  Rapids. 

As  it  did  in  Syracuse  and  Roch- 
ester, the  Commission  granted  a 
construction  permit  to  Channel  13 
in  Grand  Rapids,  Inc.  representative 
of  four  of  the  five  applicants  for 
that  channel. 

The  applicants:  Grand  Broadcast- 
ing, West  Michigan  Telecasters,  MKO 
Broadcasting  and  Peninsular  Broad- 
casting. The  fifth  and  non-partici- 
pating applicant  is  Major  Television 
Co. 

Officers  of  the  interim  company 
are  William  C.  Dempsey,  president; 
James  R.  Searer,  John  D.  Locks  and 
Mary  Jane  Morris,  vice  presidents; 
and  Joseph  A.  Renihan,  secretary- 
treasurer. 

The  office  of  president  will  be  ro- 
tated every  four  months. 

Homer  Griffith,  newly-elected  presi- 
dent of  Mid-South  Broadcast  Enter- 
prises has  taken  over  as  general 
manager  of  KAZZ  (FM),  Austin. 

Mid-South  is  negotiating  for  the 
purchase  of  the  outlet  and  Griffith, 
in   the    interim,    is   revamping   both 


/ 


Outstanding  Exclusive  broadcast  properties 


\ 


Low    downpayment    with    liberal    terms.    This 
daytime  operation  is  ideal  for  an  owner-man- 
ager.  Fine  growth   market   and   living  area. 

WASHINGTON 
STATE 

$75,000 

INVESTMENT 
OPPORTUNITY 

$75,000 

Opportunity    in   acquire  a   ln-l    mortgage    loan, 
paying    8%    interest,    with    a    bonus    of    25% 
ownership     in     a     profitable      Western      radio 
station. 

BLACKBURN  &  Company,  Inc. 

RADIO  •  TV  •  NEWSPAPER  BROKERS 
NEGOTIATIONS  •  FINANCING  •  APPRAISALS 

WASHINGTON,  0.  C     CHICAGO                       ATLANTA                       BEVERLY  HILLS 

lames  W.   Blackburn        H.   W    Catlill                   Clifford  B.  Marshall       C.  Bennett  Larson 
Jack  V.   Harvey                William   B.   Ryan               Stanley  Whitaker            Colm   M-   SelDh 
Joseph   M.  Sitrick             Hub   Jackson                      ,  .      _    ......      .             Bank  of  America  Bldg 

Gerard   F.   Hurley               333  N.  Michigan  Ave.     'ohn  C-  Williams             9465  Wi|shirc  B|vd. 
RCA   Building                    Chicago,   Illinois              "02   Hcalcy  Bldg.           Beverly   Hills.  Calif 
FEderal  3-9270                 Financial  6-6460             (Ackson   5-1576              CRestvicw  4-81 51 

the  programing  and  the  staff  to 
bring  KAZZ  into  competition  with 
the  other  two  fm  stations  in  Austin. 

WIL  (FM),  St.  Louis  has  signed  on 
the  air. 

The  new  Balaban  station  will  du- 
plicate programing  of  WIL  (AM)  and 
is  the  only  St.  Louis  fm  outlet  broad- 
casting 24  hours  a  day,  seven  days 
a  week. 

Equipment 

Manufacturers  and  distributors  of 
tv  sets  expect  their  best  unit  sales 
in  at  least  five  years,  according  to  a 
recent  report  in  The  Wall  Street 
Journal. 

Distributors'  sales  of  black  and 
white  sets  jumped  almost  10%  over 
the  first  six  months  of  1961,  to  2,- 
729,000.  The  expected  set-sales  fig- 
ure for  the  full  1962  year  is  now 
placed  at  6  million. 

Radio  sales  rose  more  than  10% 
in  the  first  half  of  the  year  to  4,822,- 
000  and  the  expected  distributor 
sales  total  for  the  year  should  hit 
at  least  12  million. 


66 


On  the  heels  of  passage  of  all-chan 
nel  tv  set  legislation,  General  In 
strument  Corp.  has  started  produc- 
tion of  a  new  uhf  tuner. 

The  item  will  be  the  first  uhf  tuner 
to  employ  the  new  miniaturized 
Nuvistor  tube,  using  a  version  spe- 
cially designed  jointly  with  RCA  for 
the  new  circuitry  and  for  operation 
at  ultra  high  frequencies. 


New  products:  General  Electric  has 

broadened  its  home  entertainment 
line  designed  for  the  builder  market 
with  a  transistorized  built-in  am 
radio  system  for  home,  apartments 
and  mobile  homes,  hotels,  motels 
and  offices.  The  unit  uses  only  one 
watt  of  power  .  .  .  From  the  GPL  di- 
vision of  General  Precision  Inc. 
comes  a  new  screening  system  for 
agencies  called  Precision  800.  It's 
a  closed-circuit  tv  system  which  in- 
cludes automatic  light  compensa- 
tion, single-knob  control  and  push- 
button magnification. 

SPONSOR       •       6   AUGUST    1962 


"Top  Man"  on  Totem  pole  say  . 

o 

0 

0 


w 


% 


"Keep  your  eye  on  the  September  10  SPONSOR" 


WHAT  ARE 
YOUR 

PHOTO 

REQUIREMENTS? 

Illllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllilllili;: 


"HADIBUTKNOWr>T 

Vv  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 
tinnes,  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  1  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,  ol 
course,  he  calls  us  for  an  assignment 
and  from  there  on  in  he  gets  top 
grade  photos  and  we  have  another 
satisfied  account.  (Here  are  a  few  of 
them:  Association  of  National  Adver- 
tisers —  Advertising  Federation  of 
America  —  Bristol-Myers  Co.  —  S. 
Hurok  —  Lord  &  Taylor  —  New  York 
Philharmonic  —  Seeing  Eye  —  Visit- 
ing Nurse  Service  of  New  York.)  Why 
don't  you  call  now  and  have  our  rep- 
resentative show  you  a  few  samples 
of  our  work? 


BAKALAR-COSMO 

PHOTOGRAPHERS 

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


/and  radio 


tn 

lie 


Sam   K.   Maxwell,   Jr.",  the   new    director 
uf   special    program    sales,    NBC   TV,    ha~ 

im»t  recently  been  coordinator  of  network 
sales  at  CBS  l\.  Before  that  he  was  gen- 
eral sale>  manager  at  that  network.  He 
first  joined  CBS  in  L946  as  sales  service 
manager  of  WRRM.  Chicago,  and  later  was 
local  account  executive  and  eastern  rep  of 
the  station.  For  a  while  an  account  execu- 
e  at  (IRS  Radio  Spot  Sales,  he  joined  network  sales  in  19.~>2.  where 
was  manager  of  midwestern,  eastern,  and  daytime  sales. 


Paul  Elliort-Smirh  is  the  newly-elected 
president  and  general  manager  of  Morse 
International  and  a  member  of  the  agenc)  - 
hoard  of  directors.  Me  succeeds  Jerome 
Patterson,  president  for  the  past  12  years. 
In  a  20-\ear  career  devoted  to  the  adver- 
tising and  agenc)  businesses,  Elliott-Smith 
has  held  positions  of  copywriter,  account 
supervisor,  advertising  manager  and  new 
products  director.  In  the  Vrmed  Forces,  he  was  assistant  chiel  o| 
the  Field  Production  division.  Mediterranean  Theater  of  Operations. 


Mike  McCormick  has  been  appointed 
sales  manager  of  KPLR-TV,  St.  Louis.  Re- 
sponsible for  all  local  and  national  sales  lie 
will  head  u|)  the  station's  five-man  depart- 


ment.   Prior  t< 


the  St.  Louis  out- 


^A^B^^  let    YlcCormick   \\a-  local  and  regional  ^ales 

gfl  ^k  ^^j  manager  and   assistanl   general  sales   man* 

^     1^^  ol      WIIW'IY.     LouLville.       lie 

^^^^^™^^^  with     \\II\S  -l\      foi     almost     six 

Previous  to  this   McCormicl    seived  as   citj    sales   manager   toi    the 
Frank  Fehr  Brewing  Company,  also  in   Louisville. 


Thomas  J.  King,  senior  v  ice  president 
and  manager  of  the  Detroil  office  of  M<  • 
Cann-Erickson,  has  hern  appointed  execu- 
tive vice  presidenl  in  charge  ol  the  agen- 
cy's central  region.  King  has  supervised 
the  agency's  services  for  the  Buick  division 
.ind  GMC  1 1  in  k  division.  Reporting  to 
King  in  his  new  capacit)  will  be  the  agen- 
cy's management  in  hoih  Detroit  and  Chi- 
cago.  Rehire  joining  Met '. 


-Erickson  in  L959,  King 


v  ice  presi- 


dent with  1).  P.  Brothei  and  Kelvinatoi  director  ol  advertising 


68 


S-I'O.NSUK 


6    AUGUST    1902 


Ii  mil,    lull.    In   liu  \cr  I   a/ 

mi  media  facilities 


The  seller's  viewpoint 


Geoff  Stirling  is  president  o)  CKGM,  Montreal,  and  writes  here  oj  two  <>)  his 
stations  public  service  projects  which  have  <i  marked  effect  on  the  stains  o) 
young  people  in  the  business  community  His  station  has  inaugurated  this 
year  a  unique  program  to  offer  $100  loans  for  college  and  high  school  stu- 
dents who  hare  creative  ideas  for  operating  their  own  small  businesses  during 
summer  vacations.  Stirling  believes  this  project  makes  a  real  contribution  to 
tree  enterprise,   and   welcomes   inquiries    from   other   stations    which   mm    be 

interested  in  establishing  a  similai  program. 


New  public  service  idea:  small  business  loans  to  students 


■  or  llir  second  year  in  a  row.  CK.GM  has  institute:!  as  a 
public  service  a  "'Job  Available  Service"  for  students  of 
local  universities  and  high  schools  who  seek  employment. 
I  heir  services  arc  offered  on  the  air — to  business  firms 
and  householders  who  might  have  part  or  full  time  employ- 
ment.   Last  summer  over  1.2(H)  students  obtained  work. 

\\  c  an-  continuing  the  program,  and.  because  of  its  greal 
success,  arc  adding  something  new  to  encourage  free  en- 
terprise among  these  young  people.  We  have  offered  a 
series  of  20  summer  loans,  interest  free,  of  up  to  $100 
each  to  an)  student  who  wants  to  develop  his  own  free 
enterprise  project.  Students  simpl)  write  in  and  sa\  win 
the)  need  the  loan.  Their  application  is  then  processed, 
the  -indent  is  interviewed,  and  the  loan  is  granted  if  the 
project,  in  the  opinion  of  CKGM  management,  has  poten- 
tial for  success. 

For  example,  one  student  applied  to  the  station  foi  a 
loan  to  purchase  a  power  mower  so  that  he  could  fulfill 
his  commitments  to  cut  grass  weekl)  on  the  lawns  of  30 
homes.  Another  student  applied  for  a  loan  to  bu\  a  trum- 
pet so  he  could  obtain  summer  employment  in  a  hand. 

It  i-  hoped  thai  b)  making  thi>  an  annual  summer  proj- 
ect hi1  will  not  only  provide  actual  employment  for  a 
number  of  students  but  will  encourage  -indents  with  busi- 
ness sense  to  -tart  their  own  projects  and  obtain  business 
experience. 

\t  the  end  of  the  season  ue  intend  to  publish  a  reporl 
on  the  experiment  how  man)  succeeded,  how  main  failed, 
and  how  main  loan-  were  repaid.  Should  the  project  be 
8  -nice--,  we  hope  next  sear  to  persuade  a  number  of 
Montreal  business  firms  to  make  contributions  to  a  central 
-Indent  business  loan  fund.  Such  a  fund  would  provide 
large  sum-  Large  enough  to  make  loans  available  to  as 
main  as  several  hundred  students  who  have  business  proj- 
ects the)  would  like  to  advance  during  the  summei  holi 
days. 

Such  a  loan  project  could  be  applied  anv  where.     If.  for 


instance,  LOO  stations  across  the  I  nited  States  wen-  to  put 
up  onl)  $5,000  <i  summer  in  interest-free  loans,  the) 
would  make  available  half  a  million  dollars  to  youngsters 
to  start  their  own  businesses.  Perhaps  the  plan  would  de- 
velop just  a  handful  of  future  top  businessmen,  but  such 
an  incentive  is  desperatelv  needed.  Not  onlv  i-  il  tremen- 
dous public  relations  for  the  stations  in  their  markets,  but 
the  law  of  averages  proves  that  at  least  half  these  lean- 
will  he  repaid.  So.  for  a  comparative!)  -mall  investment, 
these  stations  would  make  a  real  contribution  to  free 
enterprise. 

We  have  found  alread)  (hat  our  employment  service 
has  made  an  important  contribution  to  the  community. 
Here's  how   that  program  work-: 

CKGM  five  lime-  a  dav  announces  that  -Indent-  are 
available  in  the  different  categories  and  previous  to  start- 
ing the  serviic  CKGM  circularized  all  the  leading  colleges 
and  high  schools  notifying  them  the  service  was  available 
and  built  up  a  backlog  of  some  (><)<)  students  who  desired 
specific  summer  employment  on  a  full  time  basis.  In  aA- 
dition.  a  group  of  some  Ton  students  notified  the  station 
that  the)  desired  part  time  employment  and  specified  ex- 
act!) what  thev  were  interested  in.  which  ranged  all  the 
wav  from  hahv  sitting  to  part  lime  clerical  work  and  life 
guards  or  camp  counsellor-. 

\  CKGM   staff  member,  Jean    \ir<l.  then   co-ordinates 

the    program,    putting    -Indents    in    contact    and    arranging 

interviews  with  prospective  employers.  Already,  a  large 
number  of   Montreal   -indents   have   obtained   eithei    pari 

time  or   full   time  emplov  menl. 

I  a-t    summer,   ovei    1,200   students,    through    CKGM's 

summei  employment  -civ  ice.  obtained  work  and  the  sta- 
tion  built   an    Impressive   hie  of  satisfied   employers   who 

wen-  a-ked  io  repori  back  this  fall  commenting  on  the 
standard  and  quality  of  work  performed  In  the  student 
thev  hired  through  the  service.  ^ 


SPONSOR 


<■>    A  L  GUST    1962 


69 


n 


SPONSOR 


Kid  shows  and  commercial  realities 

Our  lead  story  this  week,  "Tougher  than  it  seems — the 
Tv  Kid  Show  Problem"  on  page  29,  throws  much  needed  new 
light  on  an  admittedly  difficult  subject. 

We  hope  it  will  be  read  carefully,  not  only  by  advertisers 
and  agencies,  but  by  the  station  and  network  executives,  FCC 
Commissioners,  and  other  Washington  officials. 

Men  of  good  will  everywhere  (and  this  includes  hundreds 
of  thoughtful  advertisers  and  broadcasters)  would  love  to 
see  tv  do  more  to  "fulfill  its  rich  potentials  to  meet  the  spe- 
cial needs  of  children." 

But  it  is  futile  and  absurd  to  try  to  plan  for  this  without 
a  careful  look  at  the  commercial  realities  of  American  tele- 
vision and  American  advertising. 

Our  story  this  week  highlights  some  of  those  realities: 
comparatively  few  advertisers  want  to  reach  an  all-child  au- 
dience, or  can  justify  to  their  stockholders  the  support  of  pro- 
grams aimed  solely  to  school-age  moppets. 

Networks  and  stations,  cannot  operate  in  childrens'  areas 
in  a  vacuum  of  non-support. 

Good-hearted  dreamers  who  exclaim,  "Wouldn't  it  be  great 
if  we  had  a  childrens'  program  that .  .  ."  contribute  very  little 
unless  their  suggestions  are  based  on  a  knowledge  of  how  our 
commercial  television  system  works. 

We  had  a  fine  example  of  this  when  FCC  Chairman  Minow. 
with  the  backing  of  Attorney  General  Robert  Kennedy,  pro- 
posed that  the  three  tv  networks  pool  resources  for  a  full-hour 
series  of  childrens'  programs. 

Messrs.  Minow's  and  Kennedy's  proposal  was  doomed  from 
the  start  because  it  blithely  failed  to  take  into  account  such 
realities  as  the  problem  of  network  clearances  in  non-network 
time,  and  the  practical  question  of  income  from  advertisers. 

We  at  sponsor  applaud  all  serious  research  efforts,  such 
as  that  set-up  by  ex-Secretary  Ribicoff,  to  find  out  more  about 
the  effects  of  television  on  children. 

Likewise,  we  applaud  all  serious  creative  efforts  to  pro- 
duce finer,  more  meaningful  childrens'  programs. 

But  we  caution  all  who  are  interested  in  these  projects:  the 
only  real  solutions  to  the  problem  will  come  from  Eacing 
frankly  the  commercial  realities  involved.  ^ 


70 


lO-SECOND  SPOTS 

Ah   So!:    Overheard   on   a  Madison 
Ave.    bus:    '"What    does    a    Japanese 
tree  and   Ted  Bates  I  &  Co.  I   have  in 
common?" 
"'I   give  up." 
"Rosser  Reeves." 

Radio:  In  Newark.  N.J..  recently. 
WJRZ  aired  the  news  story  of  the 
loss  of  50  SlOO-bills  and  reported 
that  police  were  seeking  the  owner. 
Beginning  at  1  p.m.,  the  station 
broadcast  a  public  service  announce- 
ment hourly  telling  the  owner  to  get 
in  touch  with  the  Paramus  detective 
bureau.  It  even  gave  the  bureau's 
telephone  number.  At  6  p.m..  WJRZ 
received  a  call.  It  was  from  a  very 
polite  detective  who  asked  the  station 
if  they  would  "puhleeze"  stop  the 
announcements  because  they  were 
getting  calls  from  every  crackpot  in 
the  area.  The  last  call,  which  made 
the  PD  crack,  was  from  a  ladv  who 
started  out:  "I  lost  some  money,  but 
I  don't  think  it  was  S5.000  .  .  ." 

Salesmanship:  Joe  Cuff,  vice  presi- 
dent in  charge  of  national  sales  for 
Robert  E.  Eastman  &  Co..  invariably 
tells  this  to  new  salesmen:  "A  large 
shoe  manufacturer  decided  to  open 
up  a  new  sales  territory  in  South 
\frica  and  sent  two  of  his  best  sales- 
men to  different  locations  tbere.  In  a 
few  weeks  the  first  salesman  wrote 
the  home  office:  "Business  terrible! 
Can't  possibly  meet  quota  for  first 
quarter.  \obod\  here  wears  shoes." 
Soon  after,  the  second  salesman  re- 
ported: "Prospects  great!  Should 
double  first  quarter  projections! 
Everybody   here  needs  shoes!" 

Television:  While  watching  the 
Hollywood  Special  showing  of  "The 
Pride  and  the  Passion."  \rehie 
Greer.  WOl'B  station  manager  lOhio 
University's  am  outlet.  Vthens).  in- 
form- 1 1 1 i  —  column  that  Cary  Grant. 
in  one  scene,  borrows  a  suit  of 
clothes  from  a  peasant,  who  men- 
tions that  the  suit  is  inhabited  bv 
"Spanish  Ilea-.."  Tin-  picture  faded. 
Greet  9ays.  and  <>n  came  a  commer-  , 
rial  lor  surprise!  -Sergeant's  Hea 
and  tick  spray. 

SPONSOR       •      6   AUGUST    1962 


ii  fune  20,  1962,  K  I  VH  moved  lour  cameras  to  St. 
Mary's  Cathedral  in  Wichita  to  cover,  live,  the  cere- 
nonies  (  oihIik  tctl  in  connection  with  the  consecration  of  Ignatius 
Strecker  into  the  bishopric  of  the  Roman  Catholic  Church.  For 
luee  and  one  hall  hours  the  KTVH  cameras  gave  the  viewers  of 
Central  Kansas  a  closer  look  at  the  ceremonies  than  was  afforded 
lie  select  100  who  attended  the  consecration  personally. 


-  TV 


93   : 


7-5-62    - 


Thank  ycu   for  showing  the,censecration  of  Bishop 
Strecker  on  TV,    Channel    12.      Once   again   a   leader   In  our 
entertainment  world  has   strengthened  our  confidence   In 
■an's   esteea  of  newsworthy   events. 


Very   truly  yours, 


A 


A*Mj 


This  is   but  one  of  more  than  500  unsolicited  cards 
and  letters  received    at  KTVH. 


0  SELL  KANSAS...  BUY  KTVH 


J!  \ 


ILAIR     TELEVISION    ASSOCIATES 

S'ottonal  Representative* 


KTVH 


THE  WICHITA  HUTCHINSON  STATION 


KANSAS 


water: 


You  can  swim  under  it 


You  can  sail  on  it 


You  can  play  with  it 


Only  radio,  with  water  safety  announcements,  can  reach  people  right  at  the  threshold  of  tragedy 


This  month,  when  millions  of  Americans  will  go  swim- 
ming or  boating,  they  will  have  something  with  them 
that  could  save  their  lives  — radio.  The  6  ABC  owned 
radio  stations,  in  cooperation  with  the  American  Red 
Cross,  will  broadcast  water  safety  messages  recorded 
by  famous  personalities 
for  each  station.  These 


important  — when  they're  at  a  beach,  swimming  in  a 
lake,  or  out  on  a  boat.  If  only  one  life  is  saved,  the 
campaign  will  be  a  success.  Where  lives  are  concerned, 
statistics  don't  count  — people  do.  In  6  of  the  nation's 
largest  cities  people  have  learned  to  respond  to— and  re- 
spect—American Broad- 
ABC   OWNED   RADIO   STATIONS      casting  Company  Owned 

Radio   Station   Corn- 


messages  will  reach  i  WABC  NEW  York  wls  Chicago kgo  san  francisco 

listeners  when  it's  most      \SW  kqv  Pittsburgh  wxyz  nt  i  r<  h  i  kabc  i  os  angi  i  ls 


munity  Action  projects. 


SPONSOR 

HE  WEEKLY  MAGAZINE  RADIO  TV  ADVERTISERS  USE 


13  AUGUST  1962— 40c  a  copy  /  $8  a  year 


IMAGE-BUILDERS 
a  special  report  on  the 
vast   projects   now   un- 
der way  to  brighten  the 
ad  image  p  31 

PEPSI's  LESSON  — 
on  radio  tv  use  to  Vir- 
ginia bottlers  —  it's 
now  being  used  every- 
where p  35 


Aftn       m  Jg 


■WW  3?  ^P 
Q  If  the  W  &  m  & 

i  is  your  market, 

ABC  RADIO  WEST 

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


•v 


ABC    RADIO    PACIFIC 

INTERMOUNTAIN    NETWORK 

ARIZONA    NETWORK 


INSERT  #1  FOR  Jfitih's 
COLORING  BOOK  FOR  RADIO  TIME  BUYERS* 


This  is  our  new  national  rep.  His  name 
is  Adam  Young.  He  wears  many  hats. 
Some  people  say  this  is  because  he  has 
many  heads.  He  has  his  KVIL  hat  on 
right  now  because  he's  in  Dallas.  If  you 
want  to  program  to  Dallas'  young  influ- 
entials,  see  this  man.  If  you  sell  bubble 
gum  or  autographed  pictures  of  Roy 
Acuff  -  -  he  WON'T  recommend  KVIL. 

....  top  station  among  Dallas' 
mobiles. 


f  you  missed  out  on  the  first  printing  of  KVIL'S 
Coloring  Book  for  Radio  Time  Buyers, 
write  for  a  free  copy  to  Radio  Station  KVIL, 
4152  Mockingbird  Lane,  Dallas  5,  Texas 


In  Chicago 


...the  world's  finest  fresh  water  sailors  are  served  by  seven  munic- 
ipal harbors  and  seven  private  yacht  clubs.  Sail  or  power  —  mom 
facilities  are  magnificent,  including  running  water,  electricity,  even 
telephones  piped  directly  aboard.   From    the  classic   Mackinac 
Race  to  a  fun  Sunday  cruise  —  Chicago  rates  as  a  sailors'  paradise! 


In  Chicago -WGN  Television 


offers  better 

programming  through  dedicated 

community  service/ 


WGN' 


—  the  most  respected  call  letters  in  broadcasting 
WGN  IS   CHICAGO 


(SPONSOR       •       1.)    AUGUST    1<)()2 


NOW  GOING  INTO  ITS 
NINTH  STRAIGHT  YEAR 


shows  for  October  '    release 


■ 


shows  ever 
produced. 


ALREADY   SOLD    IN   45   MARKETS   FOR   '62- 


IS  THE  No. 
BOWLING  SHOW 
IN  AMERICA! 


Vs  a  matter  of  fact— it  has  the  lowest  cost-per-thousand 
f  any  show  in  television  !  (network  or  syndicated) 


HAMPION  SHIP  BOWLING  is  not  only  the  TOP  BOWLING 
HOW  IN  AMERICA— its  ratings  compare  favorably  with 
ro-football  and  baseball— and  it  clobbers  all  other  sports 
lows— basketball,  golf,  hockey,   sports  spectaculars,  etc. 

HAMPIONSHIP  BOWLING  is  THE  PRESTIGE  BOWLING 
HOW— the  one  that  the  national  ad  agencies  and  adver- 
sers know  and  support. 

CHAMPIONSHIP  BOWLING 

Produced  in  cooperation  with 

AMF   PINSPOTTERS,   INC. 


II 


VALTER   SCHWIMMER,    INC. 

backer  Drive,  Chicago  1,  Illinois   .  527  Madison  Ave.,  New  York  27,  N.Y. 
FR  2-4392  EL  5-4616 


CHAMPIONSHIP 

BOWLING 

1961-62 

SOLD  STATIONS 


KTEN 

WAKR-IV 

KGGMTV 

KGNCTV 

KIVA 

WAIM  TV 

WLOSTV 

WAGA  TV 
WRDWTV 
KMMT 

KLYD-TV 
WLBZTV 
KFDM-TV 

KOOK  TV 

KFYRTV 

WHIS-TV 

KTVB 

WKBW-TV 

WCHU-TV 

WUSN-TV 

WSOC-TV 

WTVC 

KFBC  TV 

WBKB-TV 

WKRC  TV 

WBOY-TV 

WEWS 

KKTV 

KOMU-TV 

WNOKTV 

WRBL-TV 

WBNS-TV 

WCBITV 

KZTV 

KTVT 

WICD 

WHIO-TV 

KTVR 

WXYZ-TV 

KDIX-TV 

WTVY 

WDSM-TV 


KROD  TV 
WSEE-TV 

KVAL-TV 
KIEM-TV 
WTVW 

KTVF 

WDAY-TV 

KQTV 

WKJG-TV 

KMJ-TV 

KREX-TV 
WOOD-TV 

KFBB-TV 

WTIC-TV 

KHOL-TV 
KHVH-TV 
KPRC-TV 
WSAZ-TV 


KID-TV 
WFBM-TV 

WJXT 
KINY-TV 

KCMO-TV 

KOTI 

WBIR-TV 

WFAM-TV 

WJIM-TV 

WLEX-TV 

WGAL-TV 

KLRJ-TV 

WIMA-TV 

KTHV 

KHJ-TV 

WHAS-TV 

KTRE-TV 


Ada/Ardmore,  Okla. 
Akron,  Ohio 
Albuquerque,  N.M. 
Amanllo.  Tex 
Anchorage,  Alaska 
Anderson,  S.C. 
Asheville/Greenville/ 
Spartanburg,  S.C. 
Atlanta,  Ga. 
Augusta,  Ga. 
Austin,  Minn. 

Bakerslield,  Cal. 
Bangor,  Me. 
Beaumont/ 
Port  Arthur,  Tex. 
Billings,  Mont. 
Bismarck,  N.D. 
Bluelield.  W.  Va. 
Boise.  Idaho 
Buffalo.  N.Y. 

Champaign,  III. 
Charleston,  S.C. 
Charlotte,  NX. 
Chattanooga.  Tenn. 
Cheyenne.  Wyo. 
Chicago,  III. 
Cincinnati,  Ohio 
Clarksburg.  W.  Va. 
Cleveland,  Ohio 
Colorado  Springs.  C»fo. 
Columbia,  Mo. 
Columbia,  S.C. 
Columbus.  Ga. 
Columbus,  Ohio 
Columbus,  Miss. 
Corpus  Chnsti,  Tex. 

Dallas/Ft.  Worth,  Tex. 
Danville.  III. 
Dayton,  Ohio 
Denver,  Colo. 
Detroit,  Mich. 
Dickinson,  N.D. 
Dothan,  Ala. 
Duluth,  Minn./ 
Superior,  Wise. 

El  Paso,  Tex. 
Erie,  Pa. 
Eugene,  Ore. 
Eureka,  Calif. 
Evansville,  Ind. 

Fairbanks.  Alaska 
Fargo/Valley  City,  N.D. 
Ft.  Dodge,  Iowa 
Ft.  Wayne.  Ind. 
Fresno,  Calif. 

Grand  Junction.  Colo. 
Grand  Rapids/ 
Kalamazoo,  Mich. 
Great  Falls,  Mont. 

Hartford/ 

New  Haven,  Conn. 

Holdrege/  Kearney,  Neb 

Honolulu,  Hawaii 

Houston,  Tex. 

Huntington/ 

Charleston,  W.  Va. 

Idaho  Falls.  Idaho 
Indianapolis,  Ind. 

Jacksonville,  Fla. 
Juneau,  Alaska 

Kansas  City,  Mo. 
Klamath  Falls,  Ore. 
Knoxville,  Tenn. 

Lafayette.  Ind. 
Lansing,  Mich. 
Lexington.  Ky. 
Lancaster,  Pa. 
Las  Vegas.  Nev. 
Lima.  Ohio 
Little  Rock.  Ark. 
Los  Angeles,  Calif. 
Louisville.  Ky. 
Lufkin,  Tex. 


WMTV 
KEYC  TV 
WLUC  TV 
KGLO  TV 
KBES  TV 
WHBQ  TV 
WITI-TV 
WTCN-TV 
KMOT 
KMSO  TV 
WKRG  TV 
KNOE-TV 
WCOV-TV 
WLBC  TV 


Madison,  Wise 
Mankato.  Minn. 
Marquette.  Mich. 
Mason  City,  Iowa 
Medford,  Ore. 
Memphis,  Tenn. 
Milwaukee.  Wis. 
Minneapolis,  Minn. 
Minot,  N.D. 
Missoula,  Mont. 
Mobile.  Ala. 
Monroe,  La. 
Montgomery,  Ala. 
Muncie,  Ind. 


WDSU  TV      New  Orleans,  La. 
WOR  TV         New  York.  N.Y. 
WVEC  TV       Norfolk/Portsmouth/ 
Newport  News/Hampton,  Va. 
KNOP  TV       North  Platte,  Neb. 


WOW  TV 
WDBO-TV 

WTAP  TV 

KNDU-TV 

WEEK-TV 

KOOL-TV 

WTAE 

WMTW 

KATU 


Omaha,  Neb. 
Orlando,  Fla. 

Parkersburg.  W.  Va. 
Pasco,  Wash. 
Peoria.  III. 
Phoenix,  Ariz. 
Pittsburgh,  Pa. 
Portland.  Maine 
Portland,  Ore. 


WGEM-TV       Qumcy,  III. 


KOTA  TV 
KOLO  TV 
WRVA-TV 

WLVA-TV 

KROC-TV 
WREX-TV 

KXTV 

KTVI 

KSL-TV 

KONO-TV 

KFMB-TV 

KTVU 

KNTV 
KSBY  TV 
WTOC-TV 
KSTF 
WDAU-TV 

KOMO-TV 

KSLA-TV 

KVTV 

KELO-TV 

WSJV-TV 

KREM-TV 

WICS 

KTTS-TV 

WHEN-TV 

WTVT 

WTHI-TV 
WSPD-TV 
WPBN-TV 

KOLO-TV 
KOTV 

WMAL-TV 
KWWL-TV 

KRGV-TV 

WEAT  TV 
WTRF-TV 

KAKE-TV 
KFDX-TV 
KUMV-TV 
WSJS-TV 
Green 


Rapid  City.  S.D. 
Reno,  Nev. 
Richmond/ 
Petersburg,  Va. 
Roanoke/ 
Lynchburg,  Va. 
Rochester.  Minn. 
Rockford,  III 

Sacramento/ 
Stockton,  Calif. 
St.  Louis,  Mo. 
Salt  Lake  City.  Utah 
San  Antonio,  Tex. 
San  Diego,  Calif. 
Oakland/ 

San  Francisco,  Calif. 
San  Jose.  Calif 
San  Louis  Obispo.  Calif. 
Savannah.  Ga. 
Scottsbluff.  Neb. 
Scranton/ 
Wilkes  Barre.  Pa. 
Seattle/Tacoma, 
Wash. 

Shreveport,  La. 
Sioux  City,  iowa 
Sioux  Falls.  S.D. 
South  Bend.  Ind. 
Spokane,  Wash. 
Springfield,  III. 
Springfield,  Mo. 
Syracuse,  N.Y. 

Tampa/ 

St.  Petersburg.  Fla. 
Terre  Haute,  Ind. 
Toledo,  Ohio 
Traverse  City  Cadillac/ 
Cheboygan,  Mich. 
Tucson,  Ariz. 
Tulsa.  Okla. 

Washington,  D.C. 
Waterloo/ 

Cedar  Rapids.  Iowa 
Weslaco/  Brownsville/ 
Harlingen.  Tex. 
West  Palm  Beach,  Fla. 
Wheeling,  W.  Va./ 
Steubenville,  Ohio 
Wichita.  Kan. 
Wichita  Falls.  Tex. 
Williston.  N  D 
Winston-Salem/ 
sboro/High  Point,  N.C. 


KNDOTV  Yakima,  Wash. 

WKST-TV  Youngstown,  Ohio 

KIVA  Yuma,  Ariz. 

WHIZ-TV  Zanesville.  Ohio 


What  Other  Syndicated  Show 
In  America  Can  Top  This  Lis!? 


ENERAL    INSURANCE   CO.    OF   AMERICA   (SAFECO) 


SALES 
SOUND) NGS 


Actual     performance     tests 

like  these  demonstrate  the  sales 
response  you  can  expect  when  your 
sales  message  is  on  KELOLAND  TV 
Sioux  Falls. 

Test  #1.  Gilmar  Records  offered  teen- 
agers a  45  rpm  top-ten-tunes  record  for 
#1.95.  RESPONSE:  3,700  MAIL 
ORDERS. 

Test  #2.  Captain  Eleven,  live  personal- 
ity favorite,  offered  youngsters  an  Astro- 
naut Chart  for  35  cents.  RESPONSE: 
4,496  MAIL  ORDERS. 

Test  #3.  Weatherman  Leo  Hartig  of- 
fered adults  a  "Weatherama"  home 
weather  station  for  f>\.  RESPONSE: 
9,700  MAIL  ORDERS. 

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! 

CBS  •  ABC 

kelQland 

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

|0E   FLOYD,  Prcs.  •  Evans  Nord,    Executive  Vice 
Prcs.  &  Cen.  Mgr.   •   Larry  Bcntson,  Vicc-Prcs. 

Represented  nationally    byH-R 
In  Minneapolis  by  Wayne  Evans 


S    Midcontinenl 


1  iit  <»f  flit  tmt  inrni 

I  Broadcasting  Group 

f  KELO-LAND/tvi  radio 

/  Palis,  S.D.i  u'l.OI./am,  : 


io  Sioui 
fm 
Minntapnlis-Sl.  Pauli 
WKOW/am  &  tv  Madison, 
Wi*.  i  KSO  De»  Moines 


©  Vol.  16,  No.  33     •     13  AUGUST   1962 

SPONSOR 

THE  WEEKLY  MAGAZINE  TV/RADIO  ADVERTISERS  USE 


ARTICLES 

The  image-builders  1962-63 — Part  One 

31    "Vast    labyrinth"    of    activities    to    build    prestige    for    advertising    and 
broadcasting  now  in  work  or  planned  by  4As,  ANA,  NAB,  TIO,  others 

What  Pepsi  learned  in  Virginia 

35    Marketing  strategy  of  two  local  Pepsi-Cola  bottlers,  with  emphasis  on 
radio/tv,   results   in   company's   recommending   it   to    all    Pepsi    bottlers 

How  to  train  a  timebuyer 

38    Two  fundamental  posts — estimator  and  media  research  analyst — lead  to 
job  as  buyer;  K&E  to  begin  17-week  media  training  program  next  month 


Are  novelty  radios  of  any  practical  use? 

40    Novelty   radios   shaped    like   baseballs,   space   rockets,    etc.,    have    been 
found   useful  in   promotion   campaigns;    many   are  offered  as  premiums 

Net  tv  sponsors  hit  record 

42    This  year  looks  like  one   for   the   books  at  the  networks;    in  first   five 
months  a  record  number  of  companies — 276 — used  net  tv,  reports  TvB 

Program  tapes  now  get  official  seal 

44    RKO/BAR   work   out    idea   that    gives  official   seal   of  monitoring   firm 
to   radio   station   program   tapes   used   in   presentations   to   ad   agencies 

Buyers  get  a  day  at  sea 

46    Capital    Cities    Broadcasting    marks    its    eighth    annual    "time    out    for 
timebuyers"  with  a  Cruise  to  Nowhere,  but  with  doings  far  from  nothing 

NEWS:     vl sor-Week  9.  Sponsor-Scope  23.  Washington  Week  59.  Spot- 

Scope  60,  Sponsor  Hears  62,  Sponsor-Week  Wrap-Up  56,  Tv  and  Radio 
Newsmakers  68 

DEPARTMENTS:  Commercial  Commentary  17,  555/5th  19, 
Timebuyer's  Corner  48,  Seller's  Viewpoint  69,  Sponsor  Speak*  70,  Ten-Second 
Spots  70 


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

Editorial:  editor,  John  E.  McMillin;  news  editor,  Ben  Bodec;  senior  editor, 
Jo  Ranson;  Chicago  manager,  Given  Smart;  assistant  news  editor,  Htyward 
Ehrlich ;  associate  editors,  Mary  Lou  Ponsell,  Mrs.  Ruth  S.  Frank,  Jane  Pollak, 
Wm.  J.  McCuttie;  contributing  editor,  Jack  Ansell,  columnist,  Joe  Csida;  art 
editor,  Maury  Kurtz;  production  editor,  Barbara  Lore:  editorial  research, 
Cathy  Spencer;   special  projects  editor,  David  Wisely. 

Advertising:  general  sales  manager,  Willard  L.  Dougherty ;  southern  sales 
manager,  Herbert  M.  Martin,  Jr.;  western  manager,  John  E.  Pearson;  north- 
east sales  manager,  Edward  J.  Connor;  production  manager,  Leonice  K.  Mrrtz: 
sales  service  secretary,  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, 
George  Becker,  Michael  Crocco,  Patricia  L.  Hergula,  Mrs.  Manuela  Santalla; 
reader  service,  Mrs.  Lenore  Roland;  Dorothy  VanLeuven,  assistant  to  the 
publisher,  Charles  Nash. 

©  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  Ave.  Ill)  664-1166.  Birmingham  Office:  3617  8th  Ave.  So.,  FAirfax  2-6528. 
San  Francisco  Office:  Room  1106.  601  California  Ave.  The  International  Building.  Printing 
Office:  3110  Elm  Ave.,  Baltimore  11.  Md.  Subscriptions:  U  S.  $8  a  year.  Canada  $9  a  year. 
Other  countries  $11  a  year.  Single  copies  40c\  Printed  U.S.A.  Published  weekly.  Second 
class  postage  paid  at  Baltimore.   Md. 


SPONSOR 


13    AUGUST    1962 


*  -*•  -  o  o 


•  Ailiated 


MAD     SCENE 


"What  kind  of  idiots  do  you  have  up  there?"  sputtered  the  irate  client  of  a  now 
defunct  agency.  "My  total  bill  for  TV  time  in  January  is  $5,219  on  four  stations."* 

"But,"  he  continued,  "it  doesn't  say  how  much  station  A  cost.  Then  it  says  that 
station  B  cost  $22  less  than  station  A,  station  C  cost  $30  less  than  A,  and  station  D 
aost  $73  less  than  A.  How,  in  the  name  of  Nielsen,  can  I  figure  out  what  the  costs 
for  each  station  are?" 

While  we  don't  advocate  billing  in  this  form,  the  solution  to  the  problem  is  simple 
and  the  principle  intriguing — as  simple  as  buying  time  on  WMAL-TV  and  as 
intriguing  as  our  feature  programming.  For  the  solution  to  the  problem,  we'll  send 
you  the  usual  token  of  our  esteem  for  your  perspicacity. 

Puzzle  courtesy  of  Dover  Publications,  Inc.,  New  York  U,  New  York 

*  Down.'  AE's.  This  client  exists  only  in  our  imaginations.  But  it  doesn't  take  much 
imagination  to  figure  out  that  the  best  buys  for  your  clients  in  the  rich  D.  C.  area 
are  minute  participations  in  one  of  WMAL-TV's  BIG  Audience  Nightime  Spot 
carriers  such  as:  THRILLER,  SVRFS1DE  6,  CHECKMATE,  ADVENTURES 
IN  PARADISE,  MGM  (Post  '50)  FIRST-RUN  MOVIES,  and  THE  PLAY  OF 
THE  WEEK.  Check  H-R  Television  for  rates  and  availabilities. 

wmeri-tv 

Washington,    D.  C. 

An  Evening  Star  Broadcasting  Company  Station,  represented  by  H-R  Television,  Inc. 
with  WMAL  and  WMAL-FM,  Washington,  D.  C.J  WSVA-TV  and  WSVA,  Harrisonburg   Va 


sponsor     •     13  august  1962 


WKRG.TV 

Mobile — Channel  5 — Pensacola 


WKRG-TV  delivers  100%  more  TV  homes, 

9:00  AM  to  Midnight,  than  either  Station  A  or  Station  B 

in  Mobile- Pensacola.  ARB,  June,  1962. 

Effective  Immediately  Call 
H-R  TELEVISION,  INC.  i 

or 
C.  P.  PERSONS,  JR.,  General  Manager 

SPONSOR       •       L3    AUGUST    196 


13  August  1962 


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


SPONSOR-WEEK 


L_ 


AVON  BACK  TO  RADIO 

Cosmetics  advertiser  is  going  into  radio  for  first  time 
in  recent  years  on  a  large  scale  in  New  York 


Avon  Products  (Monroe  F.  Dreher) 
is  going  into  radio  on  a  large  scale 
for  the  first  time  since  the  cosmetics 
advertiser  went  into  tv  some  seasons 
ago. 

There  have  been  some  dribs  and 
drabs  of  experimental  radio  but  this 
new  campaign,  starting  27  August 
on  five  New  York  City  stations,  is  its 
first  major  radio  use  to  augment  its 
tv  on  220  stations. 

The  New  York  campaign  runs  15 
weeks  and  will  total  41  radio  spots 
a  week  on  WCBS,  WHOM,  WNEW, 
WOR,  and  WPAT.  One  basic  jingle 
has  been  produced  and  will  be  used 
with  modifications. 

Avon  ad  v.p.  George  Shine  was  set 
to  get  together  today  with  Monroe 
F.  Dreher,  agency  v.p.,  and  account 
executive  Ernest  Dreher,  and  media 
director  Rudy  Klagstad  for  "pep" 
talks  with  local  radio  personalities 
who'll  handle  the  commercials. 


NBC  TV  writes  $1.4  million 
in  1962-63  nighttime 

NBC  TV  reports  bookings  of  $1.4 
million  for  the  sales  period  ending 
3  August. 

P.  Lorillard  (L&N),  which  already 
has  half  of  Joey  Bishop,  bought  26 
more  minutes,  and  P&G  (B&B)  took 
13  minutes  in  the  same  show,  leav- 
ing but  13  unsold  minutes  in  the 
program  next  season. 

American  Motors  (GM&B),  put 
$250,000  into  three  programs. 


TWO  OBM  DIRECTORS 
EXIT  FOR  LA  ROCHE 

Two  senior  v.p.'s  and  board 
directors  at  ()j;ilv\.  Benson  & 
Mather  quit  last  week  to  join 
the  C.  J.  LaRoche  agency. 

The  twosome  and  their  titles 
at  LaRoche:  James  J.  McCaf- 
frey, president,  and  David  B. 
McCall.  vice-chairman  of  the 
board. 

Both  become  substantial 
stockholders  of  LaRoche. 

McCall  was  the  chief  copy- 
writer of  OBM. 


Knodel  succeeds  Avery 
in  presidency  of  A-K 

J.  W.  Knodel  has  been  elected 
president  of  Avery-Knodel,  succeed- 
ing Lewis  H.  Avery,  who  becomes 
honorary  chairman  of  the  board  and 
remains  a  director. 

Avery  will  resign  from  the  presi- 
dency at  the  end  of  this  month  to 
devote  time  to  station  consultation 
services  and  to  the  operation  of 
KYA,  San  Francisco. 

At  the  same  time  Thomas  J.  White 
was  elected  executive  v.p.,  succeed- 
ing Knodel,  and  Robert  J.  Kizer  was 
elected  a  vice  president. 

Last  week,  Avery-Knodel  an- 
nounced the  acquisition  of  several 
new  clients:  KLAS-TV,  Las  Vegas, 
and  four  radio  stations. 


CBS  reports  $14.2  mil. 
6-mos.  1962  net  income 

CBS'  net  income  of  $14.2  million 
and  sales  of  $246.7  million  for  the 
first  six  months  of  1962  were  re- 
ported last  week  by  chairman  Wil- 
liam S.  Paley  and  president  Frank 
Stanton. 

The  figures  for  last  year  were  $9.9 
and  $240.8  million,  respectively. 
Current  earnings  are  equivalent  to 
$1.59  per  share,  compared  to  $1.09 
last  year. 


WMCA  TO  EASTMAN  AND 

WINS  TO  AM  SALES 

WMCA,  New  York,  has  appointed 
Robert  E.  Eastman  as  its  national 
representative,   effective   15  August. 

The  station  had  been  with  AM 
Radio  Sales.  However,  when  WINS, 
New  York,  was  purchased  by  WBC, 
that  station  decided  to  affiliate  it- 
self with  AM  Radio  Sales  for  rep- 
resentation. 

Ironically,  WINS's  representative 
before  the  transfer  of  ownership  was 
none  other  than  Robert  E.  Eastman. 


Mach-Tronics  sues  Ampex 
in  $3  mil.  anti-trust  suit 

San  Francisco: 

A  $3,375,000  anti-trust  suit  has 
been  filed  against  Ampex  by  Mach- 
Tronics.  The  complaint  charges  Am- 
pex and  RCA  with  conspiracy  to  re- 
strain and  monopolize  the  videotape 
industry. 

Ampex  had  sued  Mach-Tronics  9 
June  for  pirating  trade  secrets  and 
personnel. 

(Continued  on  page  12,  col.  2) 


SPONSOR 


13   AUG!  st   1962 


SPONSOR- WEEK/13  August  1962 


HENDERSON  SUCCEEDS 
WALKER  AT  WSOC-TV 

Charlotte,  N.  C: 

C.  George  Henderson  will  become 
v.p.  in  charge  of  WSOC-TV,  Charlotte 
when  the  resignation  of  Larry  Wal- 
ker becomes  effective  on  1  October. 

Henry  Sullivan  has  been  elected 
v.p.  of  WSOC  radio. 

Henderson  has  been  with  the  sta- 
tion since  1957  and  is  general  sales 
manager.  Sullivan,  manager  of  the 
radio  facility,  joined  the  station  in 
1957. 


Novins  leaves  Telemeter; 
Minsky  elected  president 

Howard  Minsky  has  been  elected 
president  of  International  Telemeter 
Company,    succeeding    Louis    A. 
Novins,      who 
had    resigned, 
it      was      an- 
nounced    last 
week   by   Bar- 
ney   Balaban, 
president     of 
the  Telemeter 
parent  compa- 
Howard  Minsky         ny,  Paramount 
Pictures  Corp. 

Balaban  also  announced  the  elec- 
tions of  James  P.  Murtagh  as  chair- 
man of  the  board  of  Telemeter, 
Leslie  Winik 
as  executive 
vice  presi- 
dent, William 
B.  Rubenstein 
as  vice  presi- 
dent in  charge 
of  research 
and  develop- 
ment,   and 


|pP^| 


4**». 


r&* 


i     it 


J 


James  P.  Murtagh 


Philip   Isaacs  as  vice   president  of 
franchise  sales. 

Minsky  has  been  with  Paramount 
for  12  years,  during  part  of  which  he 
served  at  Telemeter.  In  April  1962 
he  was  appointed  Western  and  Ca- 
nadian sales  manager  of  Paramount 
Film    Distributing  Corp. 


10 


Chemway  to  North, 
dropping  5  agencies 

Chemway  Corp.  is  merging 
its  advertising  at  one  agency, 
North  Advertising,  as  part  of  a 
revitalized  marketing  campaign. 
Five  agencies  are  to  be  re- 
placed. 

North  will  acquire  Dr.  West 
Tooth  Brushes  from  JWT,  Lady 
Esther  from  Donahue  &  Coe, 
Zonite  from  DCS&S,  Pretty 
Feet  from  KHCC&A,  and  Dr. 
West's  Denture  Cleanser,  from 
KM&J. 

All  are  effective  immediately 
except  the  first  which  will  take 
place  1  January. 


'RADIOMATION'  CONCEPT 
SENT  TO  AGENCIES 

A  brochure  describing  Keystone's 
"Radiomation"  concept  and  its  affil- 
iates' coverage  of  rural  communities 
went  out  to  agencies  earlier  this 
month. 

Some  figures  revealed  in  the  study 
are   that   1,130   radio   stations   affil- 

(Continued  on  page  56,  col.  1) 


Gutman  named  ad  director 
of  Four  Star  Distribution 

Leo  A.  Gutman  has  been  appointed 
advertising  director  of  Four  Star 
Distribution  Corp.,  it  was  announced 
last  week  by  v.p.  and  general  man- 
ager Len  Firestone. 

Gutman  recently  resigned  as  ad- 
vertising manager  of  Paramount  Pic- 
tures in  New  York.  Earlier,  he  had 
been  director  of  advertising  for  Ziv- 
UA  for  15  years. 

Firestone,  too,  is  a  veteran  of  the 
Ziv-UA  organization,  and  trade  ob- 
servers note  that  Four  Star  is  yet 
another  syndication  company  which 
is  depending  heavily  for  key  person- 
nel on  alumni  of  Ziv,  now  a  part  of 
Ziv-UA. 


COMPUTER  USE 
REPORTED  BY  CMB 

Ten  companies  with  a  total  adver- 
tising expenditure  of  $450  million  are 
now  using  computers  to  measure  the 
sales  effectiveness  of  advertising. 

This  data  was  provided  by  Central 
Media  Bureau  last  week  as  the  result 
of  a  recent  survey. 

Only  two  of  the  companies  were 
identified  by  name:  Chrysler  Corpora- 
tion and  Scott  Paper.  The  others  are 
described  as  being  in  the  drug,  elec- 
tric appliance,  food,  and  soap  fields. 

CMB  stated  that  its  survey  had  de- 
termined that  one-fifth  of  the  re- 
spondents in  its  study  are  using 
computers  to  apportion  their  adver- 
tising budgets,  17  companies  are  us- 
ing computers  for  most  new  product 
planning,  27  of  32  respondents  have 
their  own  computer  installations,  23 
companies  use  outside  computer 
services,  and  all  companies  with 
computer  installations  use  them  for 
accounting,  billing,  and  paying. 


WJRZ  picks  Adam  Young 
national,  regional  rep 

Newark,  N.  J.: 

WJRZ,  Newark,  has  appoined  Adam 
Young  as  its  national  sales  repre- 
sentative. The  appointment  also 
covers  local  and  regional  sales  in 
adjacent  New  York. 

The  station  itself  will  concentrate 
on  sales  in  the  northern  New  Jersey 
area,  described  as  the  fourth  largest 
market  area  in  the  nation,  stated 
Lazar  Emanuel,  president  of  Commu- 
nications Industries  Corp.,  WJRZ 
parent  company. 

Emanuel  stated  that  the  station 
will  employ  no  salesmen  of  its  own 
east  of  the  Hudson  River.  An  eco- 
nomic and  sociological  study  of  its 
market  area  has  been  commissioned 
to  be  done  by  Industricon  Inc. 

The  market  area,  termed  Market 
IV,  is  dominated  by  WJRZ  as  a  one- 
station  market,  stated  Adam  Young 
v.p.  Clifford  J.  Barborka,  Jr. 


SPONSOR 


13   AUGUST   1962 


I 


5— Nearing  10  years  of  one 
ownership  service  to  all 
Eastern  Michigan. 


WN  EM-TV 


SERVING   THE  ONE   BIG   T0P  40 

MARKET    OF    FLINT   •   SAGINAW    . 
BAY   CITY    AND    ALL    EASTERN 

MICHIGAN 


CHANNEL 


SPONSOR      •       13   AUGUST    1962 


11 


SPONSOR-  WEEK/13  August  1962 


SARNOFF  PROPOSES 
INTL.  COMBINE 

San  Francisco: 

RCA  board  chairman  David  Sarnoff 
last  weekend  called  for  a  single 
private  company  to  handle  all  the 
international  communications  of  the 
country,  including  tv,  radio,  tele- 
phone, and   new  developments. 

His  remarks,  read  by  his  son, 
board  chairman  Robert  Sarnoff  of 
NBC,  were  made  before  a  law  and 
laymen  conference  of  the  American 
Bar  Association's  Section  of  Judi- 
cial Administration. 

He  called  present  laws  illogical, 
pointing  out  that  telephone  and 
telegraph  services  are  a  monopoly 
within  the  country  but  that  ten  com- 
panies offer  international  telegraph 
facilities.  These  companies,  be- 
cause they  must  compete,  Sarnoff 
said,  are  at  a  disadvantage  with  for- 
eign carriers. 

Trade  commentators  regard  Sar- 
noff's  suggestion  as  an  attempt  to 
check  the  advance  of  AT&T  in  the 
international  communications  field. 
His  proposal  was  supported  immedi- 
ately by  IT&T.  Similar  proposals 
have  attracted  favorable  considera- 
tion at  Western  Union  for  some  time, 
it  is  understood. 

Sarnoff,  whose  statement  was  read 
by  his  son,  is  recuperating  from  a 
gallstone  operation  at  Roosevelt 
Hospital  in  New  York. 


Merla  named  WOKR 
business  manager 

Rochester,  N.  Y.: 

Michael  L.  Merla  has  been  ap- 
pointed business  manager  of  WOKR 
(TV),  Rochester,  it  was  announced 
last  week  by  president  and  general 
manager  Richard  C.  Landsman. 

Merla  since  1958  has  been  self- 
employed  as  an  accountant  in  Buf- 
falo. Previously,  for  12  years  he  was 
general  manager  of  WBNY  (now 
WYSL),  and  still  earlier  was  for  six 
years  with  Bell  Aircraft  Corporation. 


12 


Mach-Tronics  sues  Ampex 

(Continued  from  page  9,  col.  3) 

Mach-Tronics  claims  its  recorder, 
suited  for  closed  circuit  tv  use,  costs 
$10,000  and  uses  $50  tape  reels,  com- 
pared to  $25,000  per  machine  and 
$360  reels  for  Ampex. 

Mach-Tronics  charged  Ampex  with 
starting  its  suit  to  harrass  Mach- 
Tronics  and  to  preserve  its  mon- 
opoly. 

Further,  the  suit  charges  Ampex 
and  RCA  with  conspiring  to  elimi- 
nate competition  and  suppress  re- 
search, cross-licensing  patents  to 
curtail  competition,  price-fixing  and 
market  allotment,  and  threatening 
new  companies  in  the  market. 

The  suit  charged  that  Ampex's  suit 
had  frightened  away  customers  and 
had  diverted  its  funds  into  litigation. 

Mach-Tronics  asked  an  award  of 
$3,375,000  under  triple  damages 
clauses  of  federal  anti-trust  laws, 
asserting  Ampex  had  caused  it 
losses  of  $1,125,000. 


WMCA  TAKES  N.Y. 


Cohen  promoted  at  ABC  TV 

Mark  Cohen  has  been  promoted 
to  manager  of  nighttime  sales  serv- 
ice and  Yale  Udoff  has  been  named 
manager  of  Eastern  sales  service  for 
ABC  TV,  it  was  announced  last  week 
by  sales  service  director  Loomis  C. 
Irish. 

Cohen  joined  ABC  in  1958  and 
Udoff  joined  the  network  in  1960. 


Wall  named  sales  manager 

of  KCMO-FM  stereo 

Kansas  City,  Mo.: 

Richard  J.  Wall  has  been  ap- 
pointed sales  manager  of  KCMO-FM, 
Kansas  City,  it  was  announced  last 
week  by  E.  K.  Hartenbower,  v. p.  and 
general  manager  of  KCMO  Broad- 
casting. 

Wall  was  previously  a  member  of 
the  radio  retail  sales  department  of 
KCMO. 

Hartenbower  described  KCMO-FM 
as  the  first  complete  stereo  station 
to  operate  in  this  part  of  the  coun- 
try. 


TO  HIGHER  COURT 

WMCA  president  R.  Peter  Straus 
last  week  described  the  state  legis- 
lative reapportionment  issue  —  on 
which  it  has  gone  beyond  its  role  of 
editorializer  to  become  a  plaintiff 
in  a  suit — as  the  most  unusual  of 
the  controversial  stands  it  had  taken 
in  eight  years  of  similar  controver- 
sial action. 

On  2  May  the  station  began  its 
editorials  and  announced  it  had  filed 
a  reapportionment  suit  in  Federal 
Court.  It  urged  a  mail  campaign  to 
state  officials  and  on  4  April  the 
station  announced  it  had  taken  its 
case  to  the  Supreme  Court. 

Station  editorials  have  reported 
the  progress  of  its  suit.  Several  of 
the  15  different  editorials  aired  by 
the  station  have  approached  what 
might  have  been  a  "dry"  if  not 
"square"  subject  by  using  radio 
humor,  Straus  reported. 


Largest  Australian 
tv  purchase  reported 

Six  hundred  feature  films  have 
been  licensed  by  20th  Century-Fox 
Tv  International  in  Australia  to  Tele- 
vision Corporation  Ltd.,  Sydney,  and 
General  Television  PTy,  Ltd.,  Mel- 
bourne. 

The  package  includes  the  pre- 
1948  backlog  and  a  group  of  more 
recent  pictures.  The  sale  is  said  to 
be  the  largest  single  Australian  tv 
purchase  to  date. 


King  Features  Syndicate 
opens  Western  division 

The  tv  department  of  King  Fea- 
tures Syndicate  has  established  a 
Western  division  in  Beverly  Hills 
with  Maurie  Gresham  named  as  tv 
sales  director. 

He  had  been  with  Allied  Artists 
and,  earlier,  with  MGM-TV.  Eastern 
sales  director  of  KFS  in  New  York  is 
Ted  Rosenberg. 


More  SPONSOR-WEEK  continued  on  page  56 


i 

i 


o 

*      0 

v    \  J?     Top  man  on  Totem  pole  say  . 


% 


'A 


"Keep  your  eye  on  September  10  SPONSOR" 


TELEVISION'S  MOST  DISTINGUISHED  AND  ACCLAIMED  NEW  SERIES 

FESTIVAL 


STARRING  THE  WORLD'S  GREATEST 


STANDARD  OIL  CO.  OF  NEW  JERSEY 
SPONSORED  IT  IN  N.Y.C.  AND 
WASH.,  D.C.... THESE  FABULOUS 
REVIEWS  TELL  THE  STORY! 

"Glowing  like  a  match  in  the  TV  mid- 
night" 

—Time  Magazine,  April  13,  1962 

"Sure  to  be  a  highlight  of  this  season 
and  perhaps  a  landmark  for  seasons  to 
come" 
— N.Y.  Herald  Tribune,  April  4,  1962 

"Producers  David  Susskind  and  James 
Fleming  merit  the  thanks  of  us  all  for 
the  recognition  of  the  potential  riches 
that  can  be  at  television's  disposal" 

— N.Y.  Times,  April  8,  1962 

"Television's  vast  wasteland  was  cul- 
tivated last  night  by  a  brilliant  hour  of 
poetry  readings  conducted  by  two  gifted 
performers,  Paul  Scofield  and  his  wife 
Joy  Parker" 

— N.Y.  Daily  News,  April  4, 1962 

"Viewers  in  the  New  York  area  had  an 
hour  of  pure  delight   last   night. ..they 
gave    television    a    much    needed    lift. 
Long  live  the  Festival" 
— N.Y.  World  Telegram,  April  4,  1962 

"Producers  David  Susskind  and  James 
Fleming,  the  sponsoring  Standard  Oil 
Co.  of  New  Jersey  and  Channel  5  de- 
serve applause" 

—N.Y.  Post,  April  4,  1962 

"The  three  great  media  of  communica- 
tion— oral,  written  and  electronic  — 
were  stunningly  combined  this  week  for 
the  premier  telecast  of  Festival  of  the 
Performing  Arts" 

—Washington  Post,  April  6, 1962 

"At  the  end  of  the  fourth  show  Stand- 
ard Oil  (New  Jersey)  had  received 
some  25,000  letters  of  appreciation 
from  viewers.  We  don't  often  use  this 
space  to  pitch  specific  programs,  but 
we  hope  stations  and  local  sponsors  will 
take  a  long  hard  look  at  this  one  when 
the  salesmen  come  around" 

— TV  Guide,  June  23,  1962 


Paul  Scofield 
and  Joy  Parker 

'A  Duet  of  Poetry  and  Drama" 


Rudolf  Serkin  and 

The  Budapest  String 

Quartet 


Margaret  Leighton 

in  "Dramatic  Readings  from 
Dorothy  Parker" 


Andres  Segovia 

•with  String  Quartet 


1 


OF  PERFORMING  ARTS 


10    PRESTIGE    HOUR-LONG    PROGRAMS 

Produced    by 
DAVID    SUSSKIND    and    JAMES    FLEMING 

\RTISTS  OF  THE  DRAMATIC  AND  CONCERT  STAGES 


Dorothy  Stickney 

in  "A  Lovely  Light" 


Michael  Flanders  and 
Donald  Svvann 

in  "At  the  Drop  of  a  Hat" 


George  London 

•with 
The  Festival  Concert  Orchestra 


Pablo  Casals 

•with  Alexander  Schneider, 
•violinist,  and  Mieczyslaiu 
Horszovuski,  pianist 


:% 


A 


Isaac  Stern 

with 

The  Festival  Concert  Orchestra 


Cyril  Ritchard  and 
Hermione  Baddeley 


We  can't  recall  any  television  series  that 
has  ever  met  with  this  unanimity  of  glow- 
ing critical  acclaim.  In  the  two  cities  it 
has  thus  far  premiered  under  the  spon- 
sorship of  the  Standard  Oil  Company  (of 
New  Jersey)  the  "Festival  of  Perform- 
ing  Arts"   produced    an    unprecedented 

Distributed  exclusively  through 


shower  of  mail  congratulating  everyone 
concerned  with  hringing  this  bold  artistic 
endeavor  to  television. 
These  10  thrilling,  one  hour-long  master- 
pieces are  now  being  made  available  for 
first-run  in  other  local  markets.  We  sug- 
gest you  inquire  without  delay. 


SCREEN  %  GEMS, 


INC. 


ANNOUNCES 


THE  APPOINTMENT  OF 


THE  KATZ  AGENCY. 


.  IXC. 


AS 

NATIONAL  ADVERTISING 

REPRESENTATIVE 

EFFECTIVE  AUGUST  1.  1962 

NEW  YORK 

PHILADELPHIA 

CHICAGO 

DETROIT 

ATLANTA 

ST.  LOUIS 

SAN  FRANCISCO 

LOS  ANGELES 

DALLAS 

MINNEAPOLIS 


I 


SPONSOR 


H    wr.rsT   1062 


by  John  /'..  M <Mi II in 


Commercial 
commentary 


You're  wrong,  Marion,  you're  wrong 

In  this  column  I  am  deliberate!) .  unashainedlv .  ^^"  ,^#»-' 
and  I  hope  nol  too  vindictivelj  picking  a  fight 
willi  Marion  Harper.  Jr..  president  of  Interpublic 
Inc..  lord  of  the  McCann-Erickson  empire,  chair- 
man of  the  \merican  Association  of  Advertising 
Agencies,    and    m\    follow    A  aleman. 

M\  quarrel  steins  from  a  short  passage  in  an 
otherwise  fine  speech  which  Marion  delivered  at 
the   1  \s  meeting  at  White  Sulphur  Springs  last  April. 

It  bothered  me  at  the  time  and  recently,  when  I  came  across  it 
in  printed  form,  it  disturbed  me  verv    much. 

Harper  proposed  a  massive  and  continuing  research  project  to 
determine  what  consumers  feel  about  taste  and  ethics  in  advertising. 
And  he  wound  up  his  proposal  by  saying  this: 

"It  hat  should  prevail  is  not  just  the  advertiser's,  or  the  agency's 
or  the  medium's  idea  of  taste  and  ethics,  but  first  of  all  the  con- 
sumers. II  hat  does  the  consumer  believe  is  good  or  bad  taste  or 
honest  or  misleading  representation?  .  .  .  We  have  the  measurement 
techniques  to  provide  the  answer." 

Marion,  before  I  begin  challenging  you  on  these  statements,  there 
are  a  couple  of  things  I'd  like  to  make  clear. 

I  knew  your  father  in  the  old  days.  I  knew  you.  too,  wav  back 
when,  as  a  surprisingly  slim  sophomore,  you  came  down  from  New 
Haven  to  work  one  summer  as  an  office  boy,  your  first  agency  job. 

I  respect  the  fact  that  you  and  I  share  a  common  tradition.     Not 
'  for  us  the  shriveled,  peaked,  starved    New    England    Veritas  which   is 
i  good  enough  for  the  likes  of  J.  F.  Kennedy.  J.  K.  Calbraith.   Arthur 
J.  Schlesinger.  Jr..  and  other  dubious  Harvard  types. 

Our  Yale  forebears  were  wiser  men.  They  recognized  that  truth 
without  light  is  a  meaningless  commodity.  And  they  insisted  on 
amending  the  Harvard  motto  Veritas  into  our  own.  infinitelv  more 
profound  Lux  et  Veritas. 

It  is  precise!)  in  the  spirit  of  Lux  et  I  eritas  that  I  am  attacking 
you  now.    I  hope  you  will  remember  this. 

Philosophy   for  moral   hermaphrodites 

1  believe  that,  in  the  passage  I  have  quoted,  vou  come  dangeiouslv 
close  to  advocating  a  personal  philosophy    for  moral  hermaphrodites. 
I  Don  t  have  coin  id  ion.  son.  jusl  -wav    with  the  winds  of  opinion.) 
1  believe  that  the  notion  that  an  advertising  man  should  derive  his 
own    standards    of    conduct    by    polling    what    the    public    thinks    is 
whollv    indefensible  on  ethical,  moral,  and  religious  ground-. 
(Such  a  notion  would  make  a  hero  out  of  a  Pontius  Pilate.) 
I  believe  that  your  insistence  that  advertising-tvpe  research  can  be 
of  major  help  in  matters  of  ethics  dramatizes  not  onlv    the  absurd 
idolatrv   with  which  such  research  is  regarded  in  man)   quarters,  but 
i  Please  turn  to  page  51  i 


'ACS  '61  Radio— 50%  and  over  penetration 

WRVA-RADIO 

50,000  Watts  AM,  1140  KC 

200,000  Watts  FM,  94.5  MC 

Richmond,  Virginia 


SPONSOR 


13  aucust  1962 


National   Representative: 
PETERS,   GRIFFIN,   WOODWARD,  INC. 


17 


WNBC  Re-Runs 

Seven  Arts' "Films  of  the  50's" 


mum 


81%  of  First  Run  Ratings 

94%  of  First  Run  Sharesof Audience 


The  re-run  strength  of  Seven  Arts'  "Films  of  the  50's"  becomes  readily  apparent 
when  the  Ratings  and  Shares  of  first  runs  and  re-runs  are  examined.  It  is  interesting 
to  note  that  the  average  time  gap  before  re-run  was  only  five  and  one-half  months. 
The  special  Arbitron  study,  charted  below,  covered  8  different  Warner  Bros,  features. 


ARBITRON  STUDY  OF  RE-RUN 

RATINGS  &  SHARES  OF  8 

SEVEN 

ARTS' 

POST-50'S  TELECAST 

ON  WNBC-TV'S  SATURDAY  NIGHT  "1 

VIOVIE   FOUR" 

(APRIL-JUNE 

1962) 

FEATURE 

FIRST  RUN 

RE-RUN 

TELECAST 
DATE 

AVERAGE 

!/4-H0UR 

TELECAST 
DATE 

AVERAGE 

'A-HOUR 

RATING 

SHARE 

RATING 

SHARE 

I'll  See  You  In  My  Dreams 

10  21  61 

11.9 

24% 

4  21  62 

16.7 

38% 

Thunder  Over  the  Plains 

12  30  61 

8.8 

21% 

4  28  62 

4.0 

9% 

Mara-Maru 

11  25  61 

15.9 

40% 

5  5  62 

11.0 

29% 

Pretty  Baby 

12  23  61 

11.4 

23% 

5  12  62 

8.9 

21% 

Captain  Horatio  Hornblower 

10  14  61 

14.3 

30% 

5  26  62 

9.7 

28% 

Force  of  Arms 

11   18  61 

16.8 

35% 

6  9  62 

17.5 

44% 

Phantom  of  the  Rue  Morgue 

10  28  61 

11.3 

28% 

6  16  62 

6.9 

20% 

Operation  Pacific 

12  9 '61 

15.9 

34% 

6  23,  62 

11.3 

26% 

TOTAL  AVERAGE 

13.3 

29% 

10.7 

27% 

Strong  re-run  ratings  are  just  part  of  "Films  of  the  50's"  success  story.  Sponsors  S.R.O. 
and  increased  sets-in-use  are  some  other  good  reasons  why  Seven  Arts'  "Films  of  the 
50's"  are  "Money  Makers  of  the  60's." 


Seven  Arts' 'films  of  the  50's". 
Money  makers  of  the  60's 


SEVEN  ARTS 

ASSOCIATED 

CORP. 


A  SUBSIDIARY  OF  SEVEN  ARTS  PRODUCTIONS.   LTD. 
NEW  YORK:  270  Park  Avenue  YUkon  61717 

CHICAGO:  8922-D  N.  La  Crosse  (P.O.  Box  613),  Skokie.  III. 

ORchard4  5105 
DALLAS:  5641  Charlestown  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) 


555/5 


th 


Only   for  a   year 

Noted  in  <  ii i  i»'ii t  issue  of  SPONSOR 
ilic  stor)  about  <>m  Irene  Runnels, 
of  K-BOX,  the  Balaban  Station  in 
Dallas,  and  her  recent  election  as 
ncretar)  of  the  Association  of  Broad- 
easting  Executives  in  Texas  (Spon- 
s(>ril  eek  /J  rap-l  p,  page  59,  23 
Jul\  |. 

We  appreciate  your  splendid  cov- 
erage l)iil  it  appears  Miss  Runnels 
baa  exited  k-B<)\  for  the  new  posi- 
tion.    I  liis  is  not  true. 

Miss  Runnels  is  a  full-time  account 
executive  with  k-R()\  and  lias  mere- 
ly been  elected  to  tins  association  to 
-ei  ve  iii  tliis  post  for  a  year. 

David   R.  Klemm 
director  of  promo/ton 

WIL 

St.   Louis 
SPONSOR'S  40-year  album 

I  want  to  thank  you  so  much  for 
Bending  mj  10-year  album  so  soon. 
I  am  »o  thrilled  with  it.  It  is  sure  to 
take  me  back  main  years  I've  al- 
ways loved  radio  and  always  w  ill. 
I  could  never  he  a  tv  fan.  I  own 
eight  radios  and  could  never  let  tv 
own   me. 

I  am  sending  two  dollars  for  the 
purchase  of  two  more  books  which 
I  want  sent  to  mv  son-in-law  and 
fostei  -on.  I  know  thev  will  both  en- 
jov    the  allium. 

Howard    Dowd 
Manchester,  Conn. 

Pub.ic   service 

that    was    a    tremendous    article    on 
'Public     Service     That's     Local     and 
Sponsored'"    in    your   Julv    0   issue  of 
SPONSOR.      Would     you     please     send 
us  25  reprints  of  the  article. 
John  Dillon 
promotion  manager 
Jefferson  Standard  Bcstg. 
Charlotte 


Get    out    your    crayons 

Yes!     We  want  a  copv    of  the  "Color- 
ing   Rook    for    Radio     Timelim  ers" 
that     masterpiece     of     iniinicrv      pro- 
duced  hv    K\  II.  in    Dallas    (23  Julv  I. 

Send  one  righl   awav  ! 

We  have  our  own  cravons.  thanks. 

John    ('lenient 

radio  tv  tlir. 

II On/,   mid  Company 

Roanoke 

\fter  a  taste  of  vour  "honev"  article 

and  sketches  from  the  '"Coloring  Hook 

for  Timehnyers"  ...  I  am  tempted 

to  request  a  copv   ol  a  complete  book. 

It  would  undoubtedly  be  more  than 


enjoyable    i"    have    .i-    a    traveling 
companion    on    mj    next    I  imebu)  ing 

loll  I 

I!. iv   S    Stevens 

11(1 1  rl  Iisiii-     ,  Op)     mgr. 

Steinberg  i  Limited 

Mont  teal.   <  iinaila 

Joe  Epstein  and  I.  u  ho  .in-  responsi- 
ble l"i    all   broadcasl   bu)  ing   .it   this 
agent  \ .    would    vei  v     mm  h    like    to 
have  "in   ow n  copies  "l   the  "(  oloi 
ing  Book  foi   Radio   I  imebu)  ei  - 

Would    vou    please   send    u*   each   .i 
copv  .     Man  v    tli. inks. 

Marie  1'..  O'Meai  i 
broadcast  buyei 
Waller  Saussj 
\eu    Orleans 

We    woulil    appreciate    receiving    a 

COUpIe    of    copies    of    the    t  iniehli  v  el's 

own     coloring     book     mentioned     in 

vour  23  Julv    issue  of  sconsok. 
Thank  vou  for  vour  courtesy. 

Henrv    Halpern 
v.p..  media  directoi 
Sadler  &   Hennessey 
New   York 


KFMB  RADIO  is  your  big  voice  in  the  better 
part  of  Southern  California.  According  to 
Pulse  and  Nielsen  KFMB  delivers  more  adult 
audience  morning  and  evening  than  any 
other  station! 


KFMB 
RADIO 

SAN  DIEGO 


/ianicm&tm£  /e&vui&tv  CH&tp&tati&tv 


Represented  by 

AN       OltaO  KB  HO      *-        B*MCM*PlClD      fftfwai 


r   O   O   N       A 


•    A    -         O    •    C     9    O 


Serv.ce  380    MADISON    AVENUE      •      NEW    YORK    17.  NEW    YORK 


SPONSOR 


13    \k;i  st    1962 


SYRACUSE 


NEW  YORK 


Wonderful   New    York    State 


^^^B 


■•»-'*'  y^^O*  >* 


STARTING  SEPTEMBER  9™ 

THERE'LL  BE  A  NEW  SELLING  FORCE  IN  SYRACUSE- 

THE  INFO  YOU  WANT  IS  ON  THE  OPPOSITE  PAGE. 

WE'LL  BE  CALLING  YOU  SHORTLY 


Wtt 


ABC  AFFILIATE! 


SZ 


PETE3         (i  V\">(  WA  in< 


Pioneer  Station  Representatives  Since  1932 


N  E  W    YOR  K 
CHICAGO 


ATLANTA  DETROIT  FT.   WORTH  MINNEAPOLIS  LOS    AN 

BOSTON  ST.    LOUIS  DALLAS  PHILADELPHIA  SAN    FRAN 


3ANNEL  9  ABC  AFFILIATE  •  SYRACUSE,  NEW  YORK 


8:30  AM 
9-00  AM 
9:30  AM 
,,:00  AM 
ll-"30  AM 
12:00  NOON 
12:30  PM 
,;00  PM 
2-00  PM 
2--30  PM 
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6:3o  pm 

'NOIVIDUAL 
II.OO  PM 

«1:15  PM 


^PERROOM 

SEVENKEYg 

3i^ERMAN 

STEVfpTTTlr -5£ORTS 


*CLASS  "AA" 
7:31-10:59  pm  Daily 

30  Seconds  or  more 
20  Seconds 
10  Seconds 

1-51 
WKS 

$450 
350 
150 

52 
WKS 

$360 
280 
120 

30  Seconds  or  more 
20  Seconds 
10  Seconds 

6 

1-51 
WKS 

$325 
270 
120 

#CLASS"A" 
:31-7:30  pm  Daily 

5  PLAN 

52            1-51             52 

WKS          WKS          WKS 

$260         $240         $192 

216            220            176 

96           100             80 

10  PLAN 
1-51              52 
WKS          WKS 

$200          $160 

180            144 

80              64 

$  CLASS  "B" 
6:00-6:30  pm  Daily  .  10:59-11:15 

pm  Daily 

30  Seconds 
20  Seconds 
10  Seconds 

1-51 
WKS 

$275 
220 
100 

5  PLAN 

52            1-51             52 

WKS          WKS          WKS 

$220         $210          $168 

176            170            136 

80             80             64 

10  PLAN 

1-51              52 

WKS          WKS 

$170          $136 

140            112 

60             48 

*6:30 

pm 
7:30 

11:00  pm 
pm  takes 

take  the  lower  rate 
the  lower  rate  and 

and  are  planable. 
5   Plan  only. 

CLASS 

■C" 

5:00-6:00  pm  M-F 

5  PLAN 

1  51 

52 

1-51 

52 

WKS 

WKS 

WKS 

WKS 

30  Seconds  or  more 

$220 

$176 

$170 

$136 

20  Seconds 

180 

144 

140 

112 

10  Seconds 

80 

64 
CLASS 

60 
•D" 

48 

S.O.-5:00  pm  MF 

•  S.O.- 

6:0?  pm  S 

at  &  Sun 

11:15pm 

SO.  Daily 

5  PLAN 

10  PLAN 

1-51 

52 

1-51 

52 

1-51             52 

WKS 

WKS 

WKS 

WKS 

WKS         WKS 

30  Seconds  or  more 

$140 

$112 

$100 

$80 

$70            $56 

20  Seconds 

120 

96 

80 

64 

40              32 

10  Seconds 

50 

40 

30 

24 

20              16 

Which  comes  first  - 
the  programming  or  the  audience? 


If  you  saw  our  ad  on  why  we 
kicked  $150,000  billing  off  the 
station,  you  know  our  answer. 
You  also  know  it  was  a  new  radio 
prog-ramming  idea  -  -  Southwest 
Central  - -that  helped  replace 
this  money. 

Southwest  Central  is  basically 
a  newspaper  of  the  air.  It  pre- 
sents news  coverage  of  almost 
every  conceivable  interest.  And 
we  are  exceptionally  well- 
equipped  to  do  this.  In  addition 
to  being  the  NBC  outlet,  we  have 
the  top  news  reporters  and  fea- 
ture editors  on  our  staff.  By 
actual  count,  they  broadcast  an 
average  of  210  news  features 
weekly,  29  farm  reports,  14  sports 
reports,  17  women's  features, 
plus  radio  cruiser  reports  as 
they  happen. 

We  have  been  told  by  industry 
people,  who  made  a  cross-country 
check  of  station  programming, 
that  we  have  a  unique  sound.  Is 
this  because  we  have  a  lot  of 
news?  We  don't  think  so.  The 
difference  lies  in  the  authenticity 
of  WFAA  news.  It's  the  differ- 
ence between  actually  having  a 


correspondent  at  the  state  capital 
in  Austin  and  implying  you  have 
one.  It's  the  difference  between 
what  really  happened  and  a 
highly  colored  version  of  it. 

There  was  a  need  in  our  mar- 
ket for  an  authoritative  news 
format.  Balanced  with  music  that 
reflected  a  refreshing  change  in 
listener  taste.  We  filled  it.  To  the 
unconcealed  joy  of  many  adver- 
tisers who  needed  just  such  a 
medium  to  fill  an  important  void. 
If  you  have  a  similar  void,  call 
your  Petryman  for  current  and 
choice  avails  on  Southwest 
Central. 


WFAA 

820 


WFAA-AM-FM-TV 

Communications  Center  /  Broad- 
cast services  of  The  Dallas  Morn- 
ing  News/ Represented  by 
Edward  Petry  &  Co.,  Inc. 


22 


SI'ONSOH 


13   vugi  st  1()()2 


Interpretation  and  commentary 

on  most  significant  tv/ radio 

and  marketing  newt  of  the   week 


'W    SPONSOR-SCOPE 


13  AUGUST   1962 

Copyright    I-H-. 

SPONSOR 

PUBLICATIONS  INC. 


Take  a  gander  at  SPOT-SCOPE,  page  60,  and  you'll  find  from  ihe  tv  buys  list 
that  the  midwest  has  caught  up  with  New  York  in  a  surge  of  activity  that  spells  a 
record  fourth  quarter  for  the  medium. 

An  interesting  sidelight  on  this  buying  action  for  the  fall  is  the  buying  pattern,  par- 
ticularly such  aspects  as  these: 

•  The  demand  for  fringe  and  late  night  minutes  is  more  intense  than  ever,  with 
the  likelihood  that  advertisers  will  find  it  tough  getting  slotted  into  them  hy  the  end  of  \ugUBt. 

•  Food  products  dominate  the  buys  in  greater  ratio  than  ever  I  it  was  65-70%  last 
fall). 

•  The  length  of  schedules  is  one  factor  that  has  undergone  a  sharp  switcheroo. 
Hand-to-mouth  or  flight  buying  is  at  a  minimum,  with  a  quite  perceptible  number  of  the 
orders  extending  for  20-26  weeks.  Some  are  even  for  40  weeks.  And  this  despite  the 
oft-heard  palaver  about  the  uncertainty  of  the  economy. 

•  Daytime  is  getting  a  huge  play,  perhaps  due  to  the  fact  that  there'll  he  plenty  of  min- 
utes availahle  between  network  shows. 

•  The  advertisers  with  fat  budgets  are  focusing  on  minutes,  while  the  smaller  fry 
are  making  it  20's  and  I.D.'s,  preferably  in  prime  time. 


Campbell-Mithun  Minneapolis  apparently  isn't  letting  any  grass  grow  under  it 
in  connection  with  getting  its  newcomer  Chun  King  account  hopping  again  in 
spot  tv. 

The  agency  has  requested  availabilities  for  a  three-week  flight,  similar  to  the  plan  em- 
ployed by  predecessor  BBDO. 

Reason  for  the  three  weeks:  considering  the  Stan  Freberg  humor  approach  to 
Chow  Mein  sell,  care  must  be  exercised  against  overexposure. 

P.S.:  This  strategy  note  may  be  of  interest  to  Salada  Tea,  which  ran  a  Freberg  cam- 
paign for  seven  weeks  this  spring  in  spot  radio. 


Sellers  of  spot  radio  batter  muster  their  forces  right  away  for  a  counterattack 
on  the  efforts  of  the  radio  networks  to  snag  the  SI. 5  million  that  Campbell  Soup 
(BBDO)  has  allocated  for  radio  for  1962-63. 

The  disposition  is  to  put  this  money  into  spot  since  the  focus  of  interest  is  some  40  radio 
markets,  but  that  hasn't  stopped  the  networks  from  contending  that  thev  can  do  this  job 
of  reach  and  frequency  more  effectively  and  economically  than  spot. 


You  can  still  say  that  a  60-minute  entertainment  special  will  draw  a  far  larger 
average  audience  per  minute  than  one  half  that  length. 

This  was  conspicuously   confirmed   during   the   current   season,   a?    witnes*    the    following 
Nielsen  comparison  from  September  1961   to  April  1962: 
PROGRAM  LENGTH  NO.  PROGRAMS  %  AUDIENCE  AVG.  HOMES 

30  mins.  5  12.9  6,321,000 

60  mint.  45  16.9  8,281,000 

90  rnina.  4  16.9  8,281,000 

120  mine.  1  18.1  8,489,000 

Total  &  average  55  16.6  8,134.000 

Note:   The  above  does  not  include  documentaries,  news  specials  and  offbeat  item*. 


SPONSOR      •       13   AUGUST    1962 


23 


SPONSOR-SCOPE  continued 


Radio  stations  can  disregard  that  rumor  that  Robert  Hall  (Arkwright)  is  com- 
ing back  with  a  reduced  budget. 

The  fact  is  this:  the  radio  money  for  over  200  markets  is  merely  being  reshuffled. 
with  some  getting  more  and  others  less. 

Robert  Hairs  new  air  media  splash  starts  16  August  and  runs  until  16  Decem- 
ber, combining  back  to  school  and  holiday  promotions. 

The  account  will  double  into  tv  in  three  markets.  It  will  be  recalled  that  the  chain 
clothier  pulled  out  of  tv  a  couple  years  back  because  the  AFTRA  wild  spot  rate  had  be- 
come too  steep  for  it. 

Leonard  Lavin,  the  midwest  merchandising  fireball,  is  already  making  good  on 
one  of  his  forecasts  for  future  Alberto-Culver  marketing  (see  30  July  SPONSOR- 
WEEK)  :  the  introduction  of  second  and  competing  products  in  the  A-C  cosmetic  line. 

Due  to  be  unveiled  nationally  is  Alberto-Culver  Hair  Setting  Lotion,  which  will  com- 
pete with  sister  brand  Get  Set.  They'll  be  in  identically  shaped  containers,  but  different  in 
color. 

Get  Set  is  out  of  Compton  and  A-C  Hair  Set  is  at  BBDO. 

The  processors  of  flapjack-waffle  syrup  are  back  to  where  they  were:  fairly 
evenly  divided  as  to  market  share  and  finding  it  not  easy  to  squeeze  out  a  profit. 

Last  year  Lever  upset  this  even  tenor  by  bringing  out  Mrs.  Butterworth's  butter  syrup 
via  JWT. 

The  product  caught  on  with  a  bang,  leaving  Log  Cabin  and  Vermont  Maid,  the  hith- 
ertofore  leaders  in  the  syrup  field,  gaping  at  Mrs.  Butterworth's  strides. 

However,  General  Foods  and  Pennick  &  Ford  in  time  latched  on  to  the  appeal  of 
the  butter  angle.    The  added  competition  was  accompanied  by  a  cut  in  price. 

Spot  tv  will  be  included  in  the  Gulton  Industries'  Christmas  promotion  strategy. 

Schedules  placed  via  Compton  will  be  for  three-four  weeks  starting  the  middle  of 
November  and  the  sales  emphasis  will  be  on  rechargeable  flashlights  and  pocket  radios. 

The  list  will  include  these  markets:  N.Y.,  L.A.,  Chicago,  Detroit,  Philadelphia, 
Cleveland,  Boston,  Buffalo,  Portland,  Ore. 

For  network  it'll  be  a  minute  a  week  on  Tonight,  over  six  weeks. 

Incidentally,  Sonotone  and  the  makers  of  the  Mercury  battery,  plus  some  Japanese 
firms,  are  supercharging  the  rechargeable  flashlight  market  with  their  competition. 

The  average  evening  tv  programs  audience  seems  to  have  taken  a  dip  the  first  six 
months  of  this  year  as  compared  to  the  parallel  period  of  1961. 

However,  in  terms  of  homes  tuned  in  per  average  minute  it's  quite  close  to  the  rec- 
ord level — achieved  last  year. 

Here's  the  four-year  comparison  of  the  January-June  spans  as  shown  by  Nielsen: 

YEAR  %  AUDIENCE  AVERAGE  HOMES 

1962  17.2  8,428,000 

1961  18.0  8,442,000 

1960  17.2  7,774,000 

1959  18.9  8,316,000 

By  the  turn  of  the  year  ABC  TV  should  be  in  a  position  where  it  has  filled  In 
almost  all  the  important  market  gaps  as  far  as  having  exclusive  affiliates. 

These  new  third-station  situations  include  Providence,  Rochester,  Syracuse  and 
Grand  Rapids,  with  a  good  possibility  of  Winston-Salem  being  added  by  then. 

24  sponsor     •      IS  AUGUST  1962 


SPONSOR-SCOPE  continued 


Now  it's  golf  that's  pouring  millions  into  the  sports  take  of  the  tv  networks. 

With  the  addition  of  Challenge  Golf  and  the  World  Series  of  Golf,  the  billings  from 
this  single  sport,  in  terms  of  time,  rights  and  production,  should,  as  SPONSOR-SCOPE  has 
it  estimated,  run  around  $6.75  million. 

The  network  with  the  bulk  of  the  golf  business  is  NBC  T\ .  CBS  TV  has  an  explana- 
tion for  the  skimpiness  of  its  own  crop:  it's  loaded  to  the  gills  with  other  types  of  week- 
end sports,  like  the  National  Football  League  and  NCAA  football  games  and  the  Sun- 
day Sports  Spectacular. 

Network  tv's  golf  lineup  for  the  1962-63  season: 


ABC  TV 

NBC  TV  cont 

inued 

EVENT                                 1 

PACKAGE  COST 

EVENT 

PACKAGE  COST 

Challenge  Golf  (13) 

$1,400,000 

All-Star  Golf  (13) 

$1,300,000 

Bing  Crosby  Tournament 

250,000 

World  Series  of  Golf 

500,000 

Total 

$1,650,000 

National  Open 

250,000 

CBS  TV 

Buick  Open 

250,000 

Masters  Tournament 

$350,000 

Las  Vegas  Championship          200,000 

PGA  Championship 

250,000 

Thunderbird  Tournament        200,000 

Total 

$600,000 

Palm  Springs  Classic 

200,000 

NBC  TV 

NBC  TV  Total 

$4,500,000 

Shell  Wonder  World  Golf  §  1,600,000 

Grand  Total 

$6,750,000 

ABC  TV,  incidentally,  has  about  wrapped  up  its  disposal  of  its  American  Football 
League  package  for  the  fall. 

Last  week's  sale  was  an  eighth  of  the  11  games  to  Goodyear  (Y&R). 

Look  for  the  chances  of  Hollywood's  independent  tv  film  suppliers  getting  a 
break  on  the  networks  to  become  slimmer  next  season  than  ever  before. 

Aggravating  their  problem  in  an  immense  way  is  the  fact  that  ABC  TV  continues  to  ex- 
pand its  partnership  investments  with  what  it  deems  outstanding  creative  talent. 

Conspicuous  among  such  latest  alliances  are  Quinn  Martin,  who  produced  the  New 
Breed,  and  Leonard  Stern,  who's  responsible  for  I'm  Dickens,  He's  Fenster.  Favoring 
such  investment  partnerships  is  guaranteed  network  time. 

What's  happening  here  is  an  adaptation  of  something  that  prevailed  in  the  film  world  a 
generation  ago :   a  company  performing  the  twin  function  of  producer  and  exhibitor. 

With  tv  going  global,  there's  a  special  inducement  for  a  network  to  have  a  financial 
finger  in  a  substantial  roster  of  tv  films:  that  foreign  distribution  is  worth  an  addition- 
al 20  to  40%  income  for  a  series.  And  there's  also  the  distributing  fee  accruing  from 
American  syndication  of  the  off-network  product. 

Obviously,  ABC  TV  is  following  a  pattern  set  up  some  years  back  by  CBS  TV, 
which  now  is  in  a  position  to  reap  rich  syndication  and  foreign  profits  from  such 
series  as  1  Love  Lucy,  GuhsmOke,  Have  Gun  Will  Travel,  Perry  Mason,  Rawhide, 
The  Defenders,  etc 

P&G  is  revving  up  for  a  big  special  product  promotion  the  first  quarter  of  1963. 

In  tv  the  keystone  of  this  blast  will  be  two  specials  on  ABC  TV,  the  first,  23  January 
and  the  other  13  March. 

The  company  will  also  have  the  Academy  Awards  hi  April  on  the  same  network. 

Those  who  have  been  watching  the  radical  shift  in  the  complexion  of  ABC  TV 
nighttime  programing  may  not  be  aware  of  this  facet:  that  network  will  have  as  many 
situation  comedy  series  as  CBS  TV,  not  so  long  ago  far  ahead  in  such  happy  fare. 

Both  ABC  TV  and  CBS  TV  will  have  10  shows  in  that  category,  NBC  TV  six. 

■VONSOR     •      13  AUGUST  1962  25 


SPONSOR-SCOPE  continued 


If  you've  got  any  pity  to  spare  for  worry  that  comes  from  prosperity,  you 
might  pass  it  on  to  the  sellers  of  network  daytime  tv. 

The  problem  they're  wrestling  with  stems  from  the  fact  they're  in  a  sellout  situation 
for  the  fourth  quarter,  they've  got  advertisers  clamoring  for  January  starting  dates 
and  they  can't  do  much  about  it  because  they  don't  know  what  will  be  available  then. 

These  sellers  have  been  nudging  agencies  with  daytime  schedules  to  tell  them  what  they 
propose  to  recommend  to  such  clients  about  first  1962  quarter  renewals,  but  the 
comeback  in  most  cases  has  been:  it's  too  soon  to  say;  come  back  to  us  in  60,  if  not 
15,  days. 

To  put  it  mildly,  it's  quite  frustrating,  and  also  bewildering,  for  the  daytime  sellers.  They 
can  understand  holding  off  renewal  notices  when  it  comes  to  nighttime,  because  a 
client  always  wants  to  see  first  the  initial  two  or  three  ratings. 

But  why,  they  ask,  should  the  hesitancy  also  apply  to  daytime,  since  the  program- 
ing is  hardly  of  comparable  consequence? 

Something  that  might  be  expected  before  the  year  is  out :  General  Motors  spend- 
ing more  in  tv  than  in  newspapers. 

Here's  how  the  giant's  expenditures  in  the  two  media  have  compared  the  previous  two 
years: 

medium  1961  1960 

Tv  $28.3  million  $28.8  million 

Newspapers  29.6  million  40.4  million 

Two  things  to  bear  in  mind  while  looking  at  these  figures:  (1)  the  tv  totals  represent 
only  gross  time  and  do  not  include  program  costs,  which,  incidentally,  in  CM's  case 
runs  above  average;   (2)  the  sharp  cutback  administered  to  newspapers. 

American  Motors  (Geyer)  last  week  made  its  first  commitments  in  tv  for  the 
promotion  of  its  1963  line:  eight  nighttime  minute  participations  on  NBC  TV  and  six 
like  participations  on  ABC  TV. 

They'll  be  runoff  between  5-25  October. 

It's  expected  that  American  will  also  have  a  spot  tv  schedule  going  during  that  in- 
troductory period. 

Don't  take  this  as  official,  but,  judging  from  a  poll  just  taken  by  a  New  York 
commercial  service  firm,  40%  of  tv  stations  have  objections  to  the  piggyback  com- 
mercial with  unrelated  products. 

The  firm  which  did  the  poll  was  Trim  Telefilm  Service  Corp.  The  questionnaire,  ad- 
dressed to  551  stations,  merely  asked  whether  an  unrelated-products  piggyback  was  ac- 
ceptable. 

According  to  figures  circulated  among  agencies  by  Trim  Telefilm,  482  stations  answered 
the  query  and  of  these  196  said  they  would  refuse  to  take  such  a  commercial. 

Re  item  30  July  issue  about  sudden  burst  of  insurance  accounts  in  tv,  Aetna 
Casualty  and  Surety  Insurance  (Remington)  will  be  back  on  Tonight,  starting  the 
latter  part  of  September. 

In  other  words,  it's  not  buying  a  package  of  sports  participations  on  CBS  TV. 

For  other  news  coverage  In  this  Issue*  see  Sponsor- Week,  page  9;  Sponsor 
Week  Wrap-Up,  page  56;  Washington  Week,  page  59;  sponsor  Hears,  page  62;  Tv  and  Radio 
Newsmakers,  page  68:  and  Spot  Scope,  page  60. 

26  sponsor     •     13  aucust  1965 


Class  of  Service 


Tim  ik  *  fast  message 
unlctl  it»  deferred  char* 
Kiel  is  indicated  bv  th« 
proper  symbol- 


WESTERN  UNION 


TELEGRAM 


1201 


SYMBOLS 


DL  =  Oay  Letter 


N'L  =  Night  Letter 


LT  = 


W.  P.  MARSHALL. 


International 
Letter  Telegram 


The  hlim;  tuv.e  shown  in  the  Jjfe  line  on  Jomc.Mc  telegtams  is  STAS'OAKD  TIME  at  point  of  origin.  Time  of  receipt  Is  STANDARD  TIME  at  point  of  destination 


RA115    BB125 


B   RIA027    PD=RI    NEW    YORK    NY    19    1 1MA    EST= 
FRED    FLETCHER= 

STATION    WRAL-TV=    RALEIGH   NCAR= 


1962  JAN  19    m  II    46 


RALEIGH-DURHAM   NOW   50TH    TV   MARKET   WITH    343*800    TV   H0MES= 
TELEVISION   MAGAZINE 


THE   COMPANY  WILL   APPRECIATE   SUGGESTIONS   FROM   ITS  PATRONS  CONCERNING   ITS   SERVICE 


Contact  H-R  for  complete  new  data 
on  the  nation's   50th   TV  market 


ABC  TELEVISION 

WRAL-TV 

CHANNEL    5 

Raleigh -Durham,  N.C. 

I  Represented  Nationally  by  H-R 


o.nsok     •     13  august  1902 


Mt'il 


METROPOLITAN 
BROADCASTING  TELEVISION 

WNKW-TV  New  York 
WTTG  Washington.  D.C. 
KMBC-TV  Kansas  City.  Mo. 
KOVR  Sac.-Stockton.Calif. 
WTVH  Peoria,  Illinois 
WTVP  Decatur,  Illinois 

METROPOLITAN 
BROADCASTING  RADIO 

WNEW  New  York 
W1P  Philadelphia.Pa. 
WHK  Cleveland.Ohio 
KMBC  Kansas  City, Mo. 

FOSTER  AND  KLF.ISER 
OUTDOOR  ADVERTISING 

Offices  in  California, 
Washington  and  Oregon 

METRO  BROADCAST  SALES 

Station  Representatives 
WORLDWIDE  BROADCASTING 
W  R U  L  Rad io.  New  York 


"An  hour 
of  glowing  and 
enriching 
artistry..." 

NEW  YORK  TIMES, 
JACK  COULD 


"The  three  great 
media  of  communication- 
oral,  written  and 
electronic-stunningly 

combined." 

THE  WASHINGTON  POST, 
LAWRENCE  LAURENT 


"Now  why  can't 
the  networks 
give  us  programs 
of  this  sort?" 

N  /.WORLD  TELEGRAM 

AND  SUN, 

HARRIET  VAN  HORNE 


"For  its  continuing 

service  to  television's 

small  army  of 

quiet-minded  viewers,  J 

quiet'thank  you'to 

Standard  Oil,  Humhl< 

and  Esso." 

THE  SATURDAY  REVIEW. 
ROBERT  LEWIS  SHAYON 


"...themostj 

distinguish 

series  to  hi 

television  Int. 

NEWSDAY. 
B.DELATI' 


"P.ihloC.s.ils. 

marked  the  high 

point  of  that 
program's  rather 
remarkable  series. 

NEW  YORK  TIMES, 
PETER  BART 


.  al  of  Performing  Arts,"  a  n 
distingui  atic, 

iry  and  musical '  ims, 

ntly  complete 

exclusive  run  on  v.  fork 

andWTTG,Washington,D  hip 

stations  of  Metropolitan  Broadcasting 
Television,  a  division  of  Metromedia. 

tival  of  Performing  Ai  <  ical  of 

the  "quality  operations"  philosophy  of 
Metromedia,  a  diversified  communications 
company,  dedicated  to  the  presentation 
of  the  finest  in  entertainment,  information 
and  educational  programming. 
Sponsored  by  the  Standard  Oil  Company 
of  New  Jersey,  this  program  was 

1  as  the  outstanding  cultural  event 
of  the  television  season.  Response  from 
public  and  press  was  unprecedeni 

"Festival  of  Performing  Arts*' 
received  lavish  praise  not  only 
from  television  critics,  but 
from  drama, poetry  and 
music  reviewers  as  well. 
This  same''quality  operations" 
philosophy  in  our  Metropolitan 
Broadcasting  Radio  Division  m» 
"Live"Music  Spectaculars  and 
special  hour-long  documentaries  on  heart 
disease,  civil  defense  and  mental  health. 
In  our  Outdoor  Advertising  Division, 
Foster  and  Kleiser  makes  extensive  use  of 
community  service  campaigns  on  both 
our  poster  panels  and  painted  bulletins. 
In  our  Worldwide  Broadcasting 
Division,  this  means  I  mling  of 

complete  United  Nations'  16th  General 
Assembly  proceedings,  beamed  by  Short 
Wave  to  two-thirds  of  the  world. 

METROMEDIA 


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,  th 
nation's  fourth  largest  single-station  market. 


WBTW 


Florence,  South  Carolina 


Channel  8  •   Maximum  power  •   Maximum  vak 
Represented  nationally  by  Young  Television  Cor) 


A  Jefferson  Standard  station 

affiliated  with 
WBT  and  WBTV,  Charlotte 


^        A 


SPONSOR 

13     AUGUST     1962 


NATIONAL 
ASSOCIATION  Or  BROADCASTS 

SEAL 

OF  GOOD 

PRACTICE 

TELEVISION  CODE 


GROWTH  THROUGH  ADVERTISING 


asS( 


z 


NAB 


o 

z 


A  DC^ 


SPECIAL  REPORT-PART  ONE 


A 


Television 


Information  Office 


The  image-builders  1962-63 

"Vast  labyrinth"  of  activities  to  build  prestige  for  advertising  and 
broadcasting  now  in  work  or  planned  by  4As,  ANA,  NAB,  TIO,  others 


/%  ppoiiitnient  in  New  York.  Today  (13  Au- 
gust), a  brand  new  16-nian  joint  committee  of  the 
I  \-  ami  ANA  is  meeting  in  New  York  to  begin 
work  oil  eight  specific  projects,  designed  to  pub- 
licize "Advertising's  Contribution  to  our  Economy 
and  Society.** 

Ordinarily,  the  formation  and  activities  of  this 
new    blue-ribbon    committee,    headed    by    Clinton 


SPONSOR 


13  AUGUST   1902 


Frank,  president  of  Clinton  E.  Frank.  Inc.,  Chicago, 
for  the  agencies,  and  Max  Banzhaff,  director  oi  ad- 
vertising, Armstrong  Cork,  for  advertisers,  would 
not  attract  wide  trade  Interest  and  comment. 

But,  in  terms  oi  indu>tr\  image-building,  these 
are  not  ordinary  times.  Beginning  approximately 
three  years  ago.  in  the  summer  oi  1959.  there  has 
been  such  a  startling  increase  in  the  number  and 

31 


Here  are  some  of  the  current  and  planned  activities  of  four 


4As 


JOHN  CRICHTON 

president 


CODE  strengthening  through  a  new  creative  code; 
"Copy  Interchange"  program  with  ANA  toward 
eliminating  objectionable  copy;  continuing  research 
on  consumer  judgments  of  advertising;  development 
of  relationships  with  key  economists;  awards  for 
advertising  case  histories  which  could  be  used  for 
teaching  advertising;  development  of  editorial  ma- 
terial for  use  in  newspapers  and  with  opinion  lead- 
ers; enlisting  support  of  other  associations  in 
coordinated  effort  to  promote  advertising's  image. 


ANA 


PETER  W.  ALLPORT 

president 


JOINT  interchange  and  information  committee  with 
4As;  film,  "This  is  Advertising"  for  showing  to 
business,  civic  groups;  emphasis  on  image-build- 
ing to  corporate  management;  distribution  of  arti- 
cles, speeches,  reports  to  universities,  colleges, 
government  departments,  members  of  Congress; 
analyses  of  pending  legislation  for  use  by  senators 
and  Congressmen;  special  work  of  President  Peter 
Allport,  head  of  Secretary  Hodges'  Advertising 
Advisory  Committee. 


complexit)  of  projects  aimed  to  build 
prestige  for  advertising  and  broad- 
casting among  "thought-leaders,  opin- 
ion-makers, trend-setters  and  other 
influentials"  that  few  in  the  industry 
can  possibly  keep  track  of  develop- 
ments. 

The  new  4A-ANA  effort  is  a  highly 
important  step.  But  it  is  only  one  of 
dozens  of  activities  now  in  work  or 
planned  by  such  organizations  as 
AFA,  NAB,  TIO,  NAM,  ARF,  U.S. 
Chamber  of  Commerce,  and  countless 
other  organizations  and   individuals. 

Last  week,  in  an  effort  to  get  a 
clear  picture  of  what  has  been  called 
the  "vast  labyrinth"  of  current  indus- 
tr\  image-building  projects,  the  edi- 
tors of  SPONSOR  interviewed  top  ad- 
vertising and  broadcast  executives, 
and  high  association  officials. 

We  are  presenting  here  a  special 
two-part  report.  Part  I  in  this  issue 
deals  generally  with  image-building 
by  advertiser  and  agency  groups. 
Part  II  (next  week  i  will  discuss 
similar  work  l<\  broadcastei  groups, 
as  well  as  how,  and  at   what   points. 


these  efforts  do,  or  should,  dovetail. 
Summary  of  findings.  Mean- 
while, here  is  a  summary  of  findings 
about  image-building  activities  which 
apply  to  both  admen  and  broad- 
casters: 

•  An  unprecedented  number  of 
top  industry  executives  are  spending 
unbelievable  amounts  of  time  and  at- 
tention on  image  problems. 

•  The  goals  and  techniques  of  dif- 
ferent groups  and  individuals  max 
differ  somewhat,  but  there  is  a  strik- 
ing similarity  in  general  purpose,  and 
considerable  interlocking  of  the  peo- 
ple involved. 

•  Roth  admen  and  broadcasters 
are  aiming  primarily  to  influence  two 
specific  groups:  1)  thought  leader-, 
opinion  makers,  and  intellectuals  on 
the  national  level;  2)  comnuinilx 
leaders  and  civic  associations  on  the 
local  level. 

•  Both  admen  and  broadcasters 
are  stressing  1  I  research,  and  2)  in- 
dusin  self-regulation,  as  necessar) 
preliminaries  to  image-building. 

•  The  image  interests  of  bulb  ad- 


men and  broadcasters  are  strikingly 
and  dramatically  inter-related  through 
tv.  Public  attitudes  toward  both  tv 
and  advertising  are  heavily  influenced 
b\   tv  commercials. 

•  Despite  this  commonage  of  in- 
terest, however,  there  is  a  er\  ing  need 
for  greater  coordination  and  plan- 
ning between  all  the  different  groups 
engaged   in    image-building. 

•  Efforts  at  coordination  have  thus 
far  been  blocked  because  of  1^  gen- 
eral ignorance  of  what  other  groups 
are  doing;  2)  inter-group  jealousies 
and.  to  some  extent,  politics:  3)  the 
lack  of  any  single  organization  which 
can  assume  charge  of  image-building 
activities,  and  the  reluctance  of  all 
groups  to  set  up  such  an  organization. 

•  In  today's  multi-group  opera- 
tions, the  range,  scope,  and  variety 
of  image-building  projects  are  noth- 
ing short  of  startling. 

The  4A  Program.  \t  the  I  \-.  the 
chief  image-building  operations  are 
under  the  supervision  of  the  Co\ern- 
ment.  Public  and  Educator  Relations 
Committee,  headed  b\  Clinton  Frank. 


32 


SPONSOR 


13  \UGUST  1062 


industry  organizations  engaged  in  industry  image-building 


NAB 


LEROY  COLLINS 
president 


PROGRAM  of  joint  communications  with  General 
Federation  of  Women's  Clubs  to  orient  eight  mil- 
lion women  on  radio  tv:  "Look  for  a  room  with  a 
radio"  campaign  to  persuade  hotel/motel  opera- 
tors to  provide  radios  for  guests;  distribution  of 
booklets  and  on-air  promotion  to  accelerate  use  of 
radio;  expansion  of  program  to  promote  NAB 
codes:  preliminary  work  to  establish  a  National 
Speakers'  Bureau  composed  of  broadcasters  avail- 
able  on  state  and  regional  bases. 


TIO 


CLAIR   R.  McCOLLOUGH 
rh.  of  the  board 


12-LECTURE  course  covering  all  significant  aspects 
of  commercial  tv  for  public  school  teacher-:  com- 
pletion  of  the  distribution  of  four-part  color-slide 
presentation  to  help  sponsors  inform  interested 
groups  in  their  communities  about  tv;  advert i-c- 
ments  in  publications  such  as  Neiv  Yorker  and 
Saturday  Review  to  show  that  tv  meets  the  needs 
of  "thoughtful  or  discriminating  viewer-":  distri- 
bution to  educators,  parent  groups,  of  a  book. 
'"Television  for  Children." 


In  general,  the  1  A  program  is  built 
around  the  recommendations  which 
came  out  of  the  Hill  &  knowlton 
istudy.  completed  in  earl)  L961:  1) 
mere  is  need  for  an  increasing  knowl- 
edge of  the  functions  and  economy 
of  advertising  as  a  basic  tool  in  our 
economy:  2  I  the  problem  is  so  broad 
that  all  sections  of  the  industry 
should  participate;  31  a  simultane- 
ous two-part  effort  is  required — im- 
prove the  character  and  acceptability 
of  advertising,  and  tell  people  about 
-  contributions  to  our  economic 
system. 

In  the  area  of  improving  advertis- 
ing content  the  I  As  has  been  taking 
two  significant  steps:  the  setting  up 
in  1961  of  a  joint  operation  with 
\N  \  of  its  "Copy  Interchange"  pro- 
gram, and  the  drafting  in  1()62  of  a 
icu  "Creative  Code"   (see  cut). 

The  Interchange  operation  is  a  8ys- 
em  of  reviewing  complaints  from 
rade  and  consumers  againsl  specific 
ids  or  campaigns  for  violation  of 
rood  taste.  The  Interchange  board, 
•omposed      of     top-ranking      admen. 


studies  each  complaint  on  a  case-In- 
case basis,  and.  when  it  feels  justi- 
fied, brings  direct  moral  pressure  on 
agencies  and  advertisers  for  changes. 

The  new  Creative  Code  goes  far 
beyond  previous  4A  codes  in  provid- 
ing for  expulsion  from  the  Associa- 
tion any  agencies  which  violate  it. 

In  the  area  of  "telling  advertising's 
story."  the  4As  has  maintained  the 
position  that  it  lacked  funds  to  fi- 
nance on  its  own  a  really  effective 
campaign  to  "advertise  advertising." 

Instead,  it  has  proceeded  in  two 
directions:  1)  to  enlist  the  support  of 
other  associations  in  a  coordinated 
industry  effort  to  promote  advertis- 
ing's image:  and  21  to  stake  out  cer- 
tain image  projects  inot  using  adver- 
tising as  such  I .  which  it  proposed  to 
concentrate  on. 

1-  \  efforts  to  pull  together  other  as- 
sociations in  a  coordinated  program 
proved  at  first  somewhat  disappoint- 
ing, however.  At  a  Januarv  meeting 
of  the  six  associations  which  original- 
K  set  up  the  Advertising  Council  in 
1943  (ANA,  4  Vs.  \  \B.  A\P\.  Ml'\ 


SPONSOR 


13   AUGUST    1962 


and  0AA1,  the  suggestion  of  a  new, 
single  organization  to  coordinate 
image-building  was  rejected  i"\\h\ 
do  we  need  a  new  association?    i. 

The  4  As  thereupon  turned  to  draft- 
ing its  own  set  of  projects  and  set  up 
with  the  \\  \  a  new  joint  committee 
on  an  information  program  for  ad- 
vertising. 

This  is  the  committee  which  is 
meeting  in  New  York  today.  It  will 
be  tackling  the  following  specific 
projects: 

1.  The  development  and  sponsor- 
ship of  authoritative  new  textbooks 
on  advertising  and  marketing,  and  .i 
plan  for  distributing  and  promoting 
them. 

1.  The  development  of  a  program 
for  participating  in  current  programs 

of  economic  education  such  a-  those 
now  operated  by  the  Department  of 
Commerce,  I  .S.  Chamber  of  Com- 
merce, The  Joint  Council  on  Econom- 
ics, and  other  organizations. 

3.  The  development  of  a  plan  for 
commissioning  and  placing  special 
articles  on  advertising  in  profession- 


33 


One  step  in  image-building:  stronger  codes 

CREATIVE  CODE 

^American  ^^Association  of  ^Advertising  (^Agencies 


The  members  of  the  American  Association 
of  Advertising  Agencies  recognize: 

1.  That  advertising  bears  a  dual  responsi- 
bility in  the  American  economic  system  and 
way  of  life. 

To  the  public  it  is  a  primary  way  of  know- 
ing about  the  goods  and  services  which  are 
the  products  of  American  free  enterprise, 
goods  and  services  which  can  be  freely 
chosen  to  suit  the  desires  and  needs  of  the 
individual.  The  public  is  entitled  to  expect 
that  advertising  will  be  reliable  in  content 
and  honest  in  presentation. 

To  the  advertiser  it  is  a  primary  way  of 
persuading  people  to  buy  his  goods  or  serv- 
ices, within  the  framework  of  a  highly  com- 
petitive-economic system.  He  is  entitled  to 
regard  advertising  as  a  dynamic  means  of 
building  his  business  and  his  profits. 

2.  That  advertising  enjoys  a  particularly 
intimate  relationship  to  the  American 

tnily.  It  enters  the  home  as  an  integral 
of  television  and  radio  programs,  to 
*  the  individual  and  oft<" 
It  BhareS  the  ■ 
nd  ma'- 


addition  to  supporting  and  obeying  the  laws 
and  legal  regulations  pertaining  to  advertis- 
ing, undertake  to  extend  and  broaden  the 
application  of  high  ethical  standards.  Speci- 
fically, we  will  not  knowingly  produce  adver- 
tising which  contains: 
u.  False  or  misleading  statements  or  exag- 
gerations, visual  or  verbal. 

b.  Testimonials  which  do  not  reflect  the  real 
choice  of  a  competent  witness. 

c.  Price  claims  which  are  misleading. 

d.  Comparisons  which  unfairly  disparage  a 
competitive  product  or  service. 

e.  Claims  insufficiently  supported,  or  which 
distort  the  true  meaning  or  practicable  ap- 
plication of  statements  made  by  professional 
or  scientific  authority. 

f.  Statements,  suggestions  or  pictures  offen- 
sive to  public  decency. 

We  recognize  that  there  are  areas  which 
are  subject  to  honestly  different  interpreta- 
tions and  judgment.  Taste  is  subjective  a- 
may  even  vary  from  time  to  time  as 
as  fro"  '  to  individual.  Fre 

'-*-  '-Ttising 


Another  step:  get  to  the   community   level 


|TelevisJ 
1  Dimenl 

freij 

iTelevil 

•j^     i  ■ 

_-  -<^S    ■■■■ 

fin  the  Publ^^^  ^d 
1  Interest   *A  »    V 

■By 

al  and  intellectual  journals. 

4.  The  development  of  a  plan  for 
mailing  reprints  and  other  materials 
to  opinion  and  community  leaders, 
schools,  and  colleges. 

5.  The  development  of  editorial 
material  for  use  in  newspapers  and 
with  opinion  leaders. 

6.  The  development  of  a  speakers' 
bureau,  capable  of  providing  commu- 
nications with  educators,  religious 
leaders,  and  corporate  management. 

7.  The  development  of  a  new  film 
on  advertising,  directed  toward  the 
educational  field. 

8.  The  development  of  a  plan  to 
publicize  the  extent  and  effectiveness 
of   self -re  ^illation    and   improvement  ' 
efforts  in  advertising. 

In  addition  to  these  projects  to  be 
dealt  with  jointly  with  ANA,  the  4\- 
has  also  under  consideration  a  num- 
ber of  other  undertakings  proposed  ! 
by  its  board  chairman.  Marion  E. 
Harper,  president  of  Interpublic.  Inc.. 
including: 

•  The  setting   up   of   a   4A   Injor-  ' 
motion  Center 

•  Continuing  research  on  consum- 
er judgments  of  advertising 

•  Awards  for  advertising  case  his- 
tories which  could  be  used  for  teach- 
ing advertising 

•  Development  of  relationships 
with  key  economists 

and  mam  more.  Also,  in  the  area  of ' 
advertising  improvement,  the  4As  is 
preparing  a  series  of  "inspirational 
booklets."  written  by  such  prominent 
agencj  men  as  Fairfax  Cone.  Leo 
Burnett,  George  Gribbin,  Charles 
Brower,  and  Edwin  Cox,  for  circula- 
tion lo  agency  personnel,  and  has 
prepared  a  film,  with  a  text  h\  \\  al 
ter  O'Meara,  "The  Adman  (Thought 
Leader  Version)."  designed  to  appeal 
Lo  creative  advertising  people. 

Finally,  the  4As'  new  president. 
John  Crichton,  besides  being  actively 
involved  in  all  the  projects  mentioned 
here,  is  concerned,  ex-officio,  with  a 
number  of  other  outside  operations 
which  indirectly  bear  on  image  build 
ing,  including  the  Advertising  Re- 
search Foundation,  Advertising  \d 
visor)  Committee  to  the  Secretary  ol 
Commerce,  etc. 

The  ANA   Program.    The    \N  \ 
under  the  presidency  of  Peter  Allport 
[Please  turn  to  page  r>2) 


34 


Sl'ONSOK 


13  august  196: 


WITH   TELEVISION   selected   to  spearhead  the  campaign  to   introduce   Pepsi's    16-ounce   package  to  the   Richmond-Petersburg,   Va.,   area    (left), 
backed  up  by  radio  and  most  other  media,  the  most  immediate,  stunning   result  was  distribution   in   600  service  stations,   like  display  shown  above 


What  Pepsi  learned  in  Virginia 


Marketing  strategy  of  two  loeal  Pepsi-Cola  bottlers 
results  in  stepped-up  distribution  of  16-ounee  package 

>    Radio  and  tv,  taking  over  60%  of  saturation  budget, 
are  credited  with  the  major  roles  in  campaign's  success 


^b  isl  week,  the  Pepsi-Cola  Co.  and 
the  Television  Bureau  of  Advertising 
made  known  the  strategy  and  results 
pf  one  of  the  most  massive  satura- 
tion campaigns  in  the  history  of  the 
company,  indeed  of  broadcast  adver- 
tising— a  campaign  which  camped 
100  announcements  on  three  televi- 
sion stations,  5,284  spots  on  17  ra- 
tio stations,  in  a  single  month.  (The 
saturation  covered  both  April  and 
Ma)  of  this  year.)  Though  limited 
to  central  Virginia,  its  basic  mar- 
keting-media  strategy  could  have  far- 
reaching  effects  on  Pepsi  in  its  race 
with  Coca-Cola  nationally.  It  could 
so  trigger  a  market-by-market  simi- 
larity that  not  only  would  put  more 


epsi    dollars     in 


th 


e    broadcaster  s 


tocket,  but  influence  other  Dew-prod- 
uct advertisers  as  well. 

Tli rough  a  12-minute  film  entitled 
'A  Tale  of  Two  Cities" — produced 
>\  1\B  at  Pepsi's  request — the  story 
>f    how    two    franchised    Pepsi-Cola 


ro.NSOR 


13  august  1962 


bottlers  in  Richmond  and  Peters- 
burg joined  together  to  introduce 
the  company's  new  16-ounce  product 
in  their  area  will  be  seen  shortly  by 
Pepsi  bottlers  across  the  countrv. 
Available  also  through  regular  TvB 
channels,  and  screened  for  sponsor 
late  last  week,  the  film  is  an  impres- 
*i\e  record  of  how  radio  and  televi- 
sion can  create  product  distribution 
even  prior  to  consumer  demand. 

\X  bile    the    idea    of    "coming    on 
strong"    originated    in    Pepsi's   New 


York  offices  (the  companj  9  market- 
ing philosophy  :  dependence  on  indi- 
vidual bottlers  to  gel  a  new  product 
or  packaging  off  the  ground  with  his 
own  mone)  ;  belief  that  the  first  com- 
petitor to  crack  the  market  maintains 
the  position  of  imminence),  the  plan- 
ning and  execution  of  the  campaign 
was  (aiiicd  out  b\  Jacob  Brown  and 
Norman  Sisisky,  the  Pepsi-Cola  bot- 
tlers in  Richmond  and  Petersburg 
respectively.  It  was  the)  who  de- 
rided to  pool  their  advertising  dol- 
lars, aided,  of  course,  by  sizeable 
"cooperative"  funds  from  the  parent 
company.  It  was  the)  who  chose  to 
give  more  than  00',  of  their  budget 
over  to  broadcasting.  Philip  B. 
llinerfeld.  vice  president  and  din  ■ 
tor  of  advertising  for  the  Pepsi-Cola 
Co.,  believes  their  successful  formula 
will  be  followed  bv  manv  bottlers. 


SOFT  DRINK  STRATEGIES.  In  the  25  June  issue,  SPONSOR  in- 
vestigated in  detail  the  advertising  strategies  of  the  soft  drink 
companies,  focusing  on  the  current  Coke-Pepsi  race  for  suprem- 
acy. Pepsi,  with  its  aggressive  "those  who  think  young"  formu- 
la, is  experimenting  in  markets  across  the  country.  Here  is  the 
most  recent,  and  most  successful,  of  these  experiments. 


35 


PEPSI-COLA    BOTTLERS    Jacob    Brown,    Richmond,    and    Norman    Sisislcy.    Petersburg,    take    a    pleased-as-punch    look    at    the    advertising    media 
which    accounted   for  their   success.      In   a    12-minute   film,    produced    by   TvB,  bottlers  credit  broadcasting  with  major  sales  and  distributive  results 


One  of  the  more  interesting  as- 
pects of  the  film,  as  far  as  broadcast- 
ing is  concerned,  is  the  device  of 
having  Brown  and  Sisisky  narrate  it 
themselves,  giving  a  grass-roots  au- 
thenticity to  the  selling  power  of  both 
radio  and  television. 

How  did  radio  and  television  come 
in  for  the  lion's  share? 

In  initial  meetings  Hinerfeld  and 
Pepsi-Cola's  regional  office  in  Wash- 
ington decided  that  the  campaign,  if 
it  was  to  blanket  the  area,  had  to  be 
ail  all-out.  all-media  effort,  including 
not  only  radio,  television  and  news- 
papers, but  buses  and  billboards  as 
well.  Television,  however,  soon 
•  ■merged  as  the  ke\  factor,  chief!) 
for  two  reasons:  it  seemed  the  domi- 
nant medium  in  the  Richmond- 
Petersburg  area,  and  Pepsi-Cola  it- 
self had  for  some  time  been  crediting 
video  with  capturing  the  essence  of 
the  Pepsi  story. 

Stations  WRVA-TV  and  WTVR- 
IV.  Richmond,  and  WXEX-TV,  Pe- 
tersburg, were  selected  to  spearhead 
the  campaign,  backed   up  by   17   ra- 


dio stations  throughout  central  Vir- 
ginia. All  announcements  were 
bought  at  local  rates.  Dollar  figures 
are  not  available. 

Station   cooperation   had   much   to 
do  with  the  overall  plan.    According 


iiiiii 


to  Hinerfeld,  WRVA-TV  gave  the 
bottlers  400  shared-logo  I.D.'s,  which 
actually  increased  the  number  of  rv 
impressions  in  April  to  800.  In  all, 
the  bottlers  increased  their  advertis- 
ing impressions  by  over  100'  <  . 


An  important  message  to 
broadcasters  from  the 
v.p.,  advertising  director 
of  the  Pepsi-Cola  Co. 

"When  a  Pepsi-Cola  bottler  decides  to 
market  any  new  package  size,  call  on 
him.  Find  out  what  his  objective  is. 
Learn  his  business.  Go  back  and  pre- 
pare a  sales  plan  and  come  back  and 
sell  him  a  package— a  means  of  helping  him  accomplish  his  ob- 
jective. The  money  is  there,  the  need  is  there,  the  intelligent 
broadcast  salesman  can't  help  but  come  out  on  top." 


Philip  B.  Hinerfeld 
v.p.,  adv.  ilir..   Pepsi-Cola 


llllllllllllllllllllllllllllllllllllllllllllllllllllllllll 


llllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll 


.;., 


SPONSOR 


13   AUGUST    ]"•'- 


MEDIA  SUPPORT -16  OUNCE  INTRODUCTION 

RICHMOND, PETERSBURG  VA . 


MEDIA 


PHE-INTRODUCTOP.T 


INTRODUCTORY  PUSH 


POST-INTHOOUCTlON 
SUSTAINING 


INTRODUCTORY   AOVTG. 


Radio 
TV 

Newspaper 
Outdoor 

Bus 

Painted 
Walls 


, 


:;::::! 


3284    SPOTS     PER   MONTH 


400    SPOTS    PLUS  40S 

VIDEO    I  D  S    PER  MONT* 


I      24   FULL  PAGE    4 /COLOR  ADS 
PER  MONTH 


265     30-SMEETS 


295  BUS    SIGNS 


375    PAINTEO  WALLS 


PEPSI'S   ALL-OUT,    all-media   saturation   campaign    in   central   Virginia,    as   outlined   above,    is   being    recommended   by  the   company   to   bottlers 
throughout  the  country.    This  accelerated  strategy  for  introduction  of  new    products   in    individual    markets   is   now   vital    part   of   Pepsi    philosophy 


With  the  other  media  selected  "so 
\ou  couldn't  take  a  step  in  central 
Virginia  without  heing  aware  of 
Pepsi's  half-quart"  1 375  painter] 
trails,  in  addition  to  265  50-sheet 
outdoor  posters.  295  bus  signs.  2 1 
full-page  color  newspaper  ads  per 
mouth  I .  the  campaign  made  almost 
exclusive  use  of  material  prepared 
h\  Pepsi-Cola's  agency.  RBDO.  This 
included  radio  transcriptions  and 
television  commercials  employing  the 
voice  of  Joanie  Summers,  with  spe- 
cial hard-selling  1\  rics  to  the  familiar 
Pepsi  tune.  Aside  from  this  mate- 
rial, the  agency  was  not  involved  in 
the  campaigns  plotting. 

That  the  accelerated  joint  efforts 
of  the  two  bottlers  paid  off  hand- 
somer) is  now  a  matter  of  record. 
Says  Brown:  "We  sold  more  Pepsi- 
Cola  locally  than  ever  before,  and 
broadened  the  distributive  pattern 
bj  creating  new  places  to  sell  Pepsi.'" 

Radio  and  tv  arc  credited  with  the 
major  role  in  getting  Pepsi  into  over 
600  service  stations  in  the  area,  as 
well  as  doubling  Supermarket  distri- 


bution.  Both  Brown  and  Sisisky 
claim  that  these  rapid-fire  results, 
plus  the  creation  of  additional  dis- 
play-space for  the  16-ouncer  in 
stores  where  Pepsi  already  was  well- 
established,  were  due  largely  to  the 
impression  radio  and  tv  made  on 
store  owners.  With  Pepsi's  well- 
known  philosophy  -"Availabilitv 
equals  sales" — the  distributive  aspect 
was  as  important  as  direct  consumer 
sales. 

In  the  "Tale  of  Two  Cities"  film  it- 
self. Brown  declares:  "'  I Vle\  ision  was 
the  sparkplug  of  the  drive  because  it 
lends  itself  verj  well  to  area  plan- 
ning. We  created  Pepsi  excitement 
with  video  and  then  followed  through 
with  other  media,  keeping  at  it  con- 
stantly. Today  we  feel,  that  central 
\  irginia  is  Pepsi-Cola.  People  can't 
miss  it." 

The  central  Virginia  success  has 
prompted  Hinerfeld  to  issue  through 
SPONSOR,  a  special  statement  to  all 
1  .  S.  broadcasters:  "When  a  Pepsi- 
Cola  bottler  decides  to  market  any 
new   package  >\/.e.  call  on  him.    Find 


SPONSOR 


13  august  1962 


out  what  his  objective  is.  Learn  his 
business.  Go  back  and  prepare  a 
sales  plan  and  come  back  and  sell 
him  a  package — a  means  of  helping 
him  accomplish  his  objective.  The 
money  is  there,  the  need  is  there,  the 
intelligent  broadcast  salesman  can  I 
help  but  come  out  on  top." 

Ilinnerfeld  also  emphasizes  the 
bottler's  relative  autonomj  in  media 
selection.  \\  bile  Pepsi  regional  of- 
fice- -it  with  bottlers  to  set  up  broad 
media  plans,  he  says,  bottler — in  new 
product  and  packaging  introductions 
— chooses  his  own  pare  and  chan- 
nels. But  broadcasting,  as  pei  the 
\  irginia  experiment,  "is  ahead  of  the 

'Mine. 

Radio  stations  used  in  the  central 
\  irginia  experiment  were: 

\\K\  \.  Will.  WRNL,  WAIBG. 
\\  III.  WRGM,  W  \\T.  Richmond; 
WEN/.  Highland  Springs;  W  I  \  \. 
\\  I  LS,  Fredei  icksbui  g;  WNNT, 
W.u-aw  :  W  DDY,  Gloucestei ;  WSS\  . 
\\  P\  \.  Petersburg;  Wll  \l\  Hope- 
well: WklA.  Blackstone;  and 
W  I  A   \.  Kmporia.  ^ 

37 


HOW  TO  TRAIN  A  TIMEBUYER 


^    Agency  practices  differ,  but  two  fundamental  jobs 
lead  to  buyer's  post — estimator  and  media  researcher 

^    Starting  next  month,  K&E  will  initiate  a  17-week 
training  program  to  help  develop  potential  media  buyers 


\Jne  problem  shared  by  all  agen- 
cies is  that  of  training  recruits  in 
two  areas,  media  and  research.  The 
only  realistic  solution — and  one  cer- 
tainly not  peculiar  to  advertising — 
has  been  on-the-job-training.  or 
learning-bv-doing,  programs,  as  ex- 
plained to  SPONSOR  by  Anthony  C. 
DePierro.  Geyer,  Morey,  Ballard 
vice  president  in  charge  of  media; 
Stephens  Dietz.  Kenyon  &  Eckhardt 
senior  vice  president,  marketing 
services,  and  executive  committee 
member,  and  Philip  C.  Kenney, 
Reach,  McClinton  &  Co.  vice  presi- 
dent and  media  director. 

Next  month  at  K&E  Dietz  re- 
vealed, a  new  formal  media  training 
program  will  get  underway  which  is 
designed  not  only  to  develop  supe- 
rior media  personnel,  but  also  to  en- 
courage and  develop  communication 


among  all  media  personnel  at  all 
levels  of  responsibility.  It  will  also 
help  to  spot  "'comers*'  in  the  lower 
echelons  and  develop  media  acumen 
among  interested  non-media  person- 
nel. 

The  training  program,  put  to- 
gether by  K&E  media  group  heads 
Jack  Caplan,  Paul  Roth,  and  John 
Shima.  will  be  open  to  assistant  buy- 
ers, media  research  analysts,  and 
selected  estimating  personnel. 

The  trainees  will  meet  for  one  or 
two  hours  once  a  week  in  groups  of 
three  or  four.  The  meeting  time 
will  be  contributed  by  themselves 
and  the  agency.  The  pilot  program 
tentatively  is  scheduled  to  last  17 
weeks,  and  if  successful  a  continua- 
tion program  may  be  set  up. 

The  most  vital  aspect  of  the  pro- 
gram is  that  each  group  will  become, 


Stages  in  the  development  of  a  buyer 

1  ESTIMATOR:  an  estimator,  familiar  with  the  clerical  routine,  begins  to 
a  use  source  material  (SRDS,  rating  services,  etc.)  to  help  buyer  prepare 
an  estimated  cost  of  a  campaign.  At  some  agencies,  either  Step  1  or  2  can 
lead  to  Step  3,  buyer.   Other  agencies  require  experience  in  1  and  2. 


2  MEDIA  ANALYST:  whereas  an  estimator  is  primarily  occupied  with 
m  costing,  a  media  analyst's  first  concern  is  audience,  where  and  what 
it  is,  how  best  reached,  etc.  Work  requires  facility  with  all  source  books — 
Nielsen,  ARB,  etc.   Executives  give  analyst  an  "edge"  over  estimator. 

3      BUYER:  training  does  not  end  for  buyer.   Working  with  his  supervisor, 
m   he  works  toward  maximum  efficiency,  applying  skills  gained  in  Steps 
1  and  2.   Essentially  he  "executes  the  media  strategy  statement." 


in  effect,  a  "little  agency"  which  will 
be  required  to  come  up  with  an  ad- 
vertising program  which  must  be 
sold  to  a  "client  board,"  in  this  case 
marketing  department  management 
personnel. 

Before  developing  the  marketing 
and  media  planning  for  hypothetical 
products,  each  group  will  be  given 
available  research  studies,  client  pres- 
entations and  other  documents. 

The  agenda  also  includes  lectures 
at  appropriate  points  by  agency  per- 
sonnel and  or  visiting  experts  from 
outside  the  agency.  Media  group 
heads  will  screen  the  lectures  of  the 
experts,  prior  to  delivery,  for  context 
and  adequacy  of  information. 

The  purpose  of  this  format,  the 
K&E  media  group  heads  said,  is  "to 
develop  individuals  who  will:  li 
learn  to  work  effectively  in  a  group 
action,  and  2)  attain  the  ability  to 
persuade  and  defend  their  ideas  on 
their  feet  and  in  writing." 

One  advantage  of  the  extra-cur- 
ricular effort — to  both  trainee  and 
agency — is  the  opportunity  to  meet 
directly,  outside  the  normal  organi- 
zational lines. 

Lesson  number  one  on  the  17-week 
agenda  includes:  a)  review  of  course 
programs,  objectives;  b)  introduc- 
tion to  product  category;  c)  lec- 
ture— "Evaluation  of  Sales  Opportu- 
nities for  Selected  Product  Cate- 
gory"— which  \\  ill  provide  insight 
into  assessing  the  potential  for  a 
product  by  reviewing  the  total  mar- 
ket, competitive  entries,  etc.;  dl 
group  assignment — prepare  review  of 
market  activity  and  potential  for  li\- 
pothetieal  product. 

Lessons  number  6,  7,  8  are  de- 
voted to  broadcast  media,  and  other 
media  are  taken  up  in  other  lessons. 

Lesson  6  consists  of  a  presenta- 
tion, a  lecture— "Television   Media" 

and  an  assignment  to  construct  a 
media  strategy  and  plan. 

Lesson  7  also  has  a  presentation 
and  a  lecture — "Network  and  Spot 
Tv    Planning"— and    the   assignment. 

Similarly,  lesson  8's  lecture  is 
"Radio  and  Radio  Planning." 

The  agencj   acknowledges  that  the 


38 


M'ONSllH 


13     \IGIST    l')()2 


TELLING  how  their  agencies  train  buyers  are    (I  to  r):  Anthony   DePierro,  GMB  vice  president,  charge  of  media;  Stephens  Dieti,  K&E  senior  vice 
president,  marketing  services,  and  executive  committee  member,  and  Philip  C.  Kenney,  Reach,  McClinton  &  Co.  vice  president  and   media  director 


media  training  program  is  only  one 
ontributing  factor  to  the  long-range 
noal    of   strengthening    the    agency's 
total  media  operations. 

Other  factors  include  adequate  re- 
-ruitment,    positive    personnel    poli- 
ces, favorable  public  relations,  and 
reation    of   realistic    incentives    and 
tpportunity  for  advancement. 
Dietz.  who  is  a  member  of  the  4As 
ommittee  of  the  Board  of  Agency 
Personnel,   said   that   he   is   going   to 
-aise  the  question  at  that  body's  next 
,neeting,  whether  the  4As  might  de- 
velop   a    training    program,    particu- 
arlv  in  media  and  research. 

W  liile  all  three  agencv  executives. 
DePierro,  Dietz.  and  Kennev.  agree 
>n  the  desirability  of  promoting 
jrom  within,  they  reveal  minor  dif- 
erences  in  the  steps  toward  promo- 
ion  to  buyer  at  their  respective 
igencies. 

\t  K&E,  Dietz  said,  the  steps  are: 
I  I  clerk  estimator;  2)  media  re- 
can  h  analyst;  3)  assistant  media 
myer,  and  4)  media  buyer  (note: 
iuyers  are  not  called  "timebuyers," 
"spacelnners."  etc.  at  K&E  I . 

"Generallj  allowing  for  excep- 
ions,"  Dietz  said,  "a  clerk  estimator 
an  work  up  to  buyer  in  one-and-a- 
udf  to  three  years.  Openings  and 
uning,  of  course,  always  enter  the 
ticture." 

"One  qualit)  desirable  in  a  clerk 
-timator."   Dietz  continued,  '"is  that 


he  be  good  with  numbers.  He'll  be 
working  with  them  all  the  way 
through.  Hell  learn  how  to  read 
SRDS  and  do  extensions  (e.g.:  de- 
termine monthly  costs  for  individual 
spot  purchases),  and  will  go  on  to 
calculating  the  costs  for  making  a 
buy.  under  the  eye  of  the  buyer  or 
assistant  buyer. 

"The  fundamental  difference  be- 
tween an  estimator  and  a  media  re- 
search analyst,"'  Dietz  explained,  "is 
that  the  estimator  deals  primarily 
with  dollars,  while  the  analyst  deals 
primarily  with  audiences.  Both  are 
basic  stepping  stones,  however,  and 
no  matter  which  job  he  has  first  at 
K&E.  a  buyer  will  work  at  both  be- 
fore he  becomes  a  buyer.  ' 

A  media  research  analyst.  Shima 
said,  does  more  sophisticated  work 
M  ith  rating  books,  such  as  Nielsen, 
ABB.  etc..  and  will  be  given  specific 
problems  to  solve. 

"For  instance,"  he  continued. 
"lei  -  sa]  a  spot  buy  has  been  made. 
The  analyst  will  be  asked  to  deter- 
mine the  audience  and  cost  efficien- 
cy, reach  and  frequency,  and  fre- 
quency  distribution"  (e.g.:  how  many 
people  are  seeing  the  message  above 
or  below  the  average  frequence  I . 

Another  problem.  Shima  said, 
might  require  an  analyst  to  deter- 
mine an  audience  for  a  prospective 
tv  program  by  age.  income,  sex.  and 
so  on,  and  relate  this  to  the  product. 


The  next  step,  assistant  buyer, 
Caplan  said,  bridges  the  functions  of 
a  buyer  on  an  account  and  an  esti- 
mator. Sort  of  a  middle-man.  tin- 
assistant  buyer  receives  data  from 
both  estimator  and  analyst,  evaluates 
it.  and  makes  the  buy.  providing  he 
has  the  experience  to  do  so.  as  will 
as  the  buyer's  approval. 

A  buver  himself.  Both  went  on, 
helps  formulate  selected  schedules  to 
follow  through  on  strateg\  which 
has  been  set  up  by  the  media  super- 
\isor  and  media  group  head.  "He 
pulls  together  pertinent  costs  and  au- 
dience information,  sees  reps,  dis- 
cusses new  developments,  and  so  on. 
In  a  word  he  executes  the  media 
strategy  statement.  ' 

Above  the  buyers  are  media  super- 
visors and  media  group  heads,  who 
themselves  participate  in  on-the- job- 
training,  although  it  is  now  aug- 
mented by  participation  in  market- 
ing-management seminars. 

The  estimator  and  media  research 
analyst  job  descriptions  as  presented 
1>\  K&E  tall]  \cr\  close!]  with  those 
at  Beach.  McClinton  and  Geyer, 
Morev.  Ballard.  Rut  there  are  points 
of  departure. 

At  Beach,  for  instance,  the  buyers 
specialize  in  a  medium.  Kennej  said. 
and  are  called  timebuyers  or  print- 
buyers.  \t  GMB,  DePierro  said,  the 
huvers  are  timebuyers  and  spacebuy- 
i  Please  turn  to  page  53) 


PONSOR 


13  august  1962 


39 


_. 


BASEBALL- si 21  ■   Toshiba    is   a   big-league   item   among    novelty    radios 


LOW-LYING  Sony   looks   like   desk   accessory — will    play   at  set   time 


".  .  .  AND  now  the  news  from  around 
the  world."  The  Globe  radio  is  an  ideal 
set  for  the  avid  follower  of  bulletins  from 
earth's    widely    separated    trouble    spots 


FROM  ON  HIGH:  The  Toshiba  wall 
radio  is  not  only  decorative,  its  two 
speakers  fi II  the  room  with  sounds  from 
an    uncommon    radio    location — the    wall 


AFTERNOON  golf  date?  Watch-buzzer  in  Bulova  radio  will  wake  you 

ARE  NOVELTY 

W  Stations,  agencies  find  novelty  radios 
shaped  like  baseballs,  space  rockets,  etc.. 
and  they  make  excellent  gifts  in  promo  drive 


■  madio  manufacturers  here  and  abroad  have  introduced 
some  eye-catching  designs  for  receivers  in  the  past  few 
years — as  a  cjuick  glance  at  these  pages  reveals. 

Costing  anywhere  between  85  cents  and  $60,  it  is  now 
possible  to  buy  radios  in  shapes  ranging  from  space 
rockets  to  baseballs.  Macy's  sells  a  radio  built  into  an 
early  American  telephone,  the  party-line  kind  with  a 
hand-crank  on  the  side. 

Importers  and  distributors  say  that  the  novelt)  radios, 
especially  the  less  costly  ones,  are  bought  mostly  as 
promotion  gimmicks  by  radio  stations,  although  the) 
also  are  ordered  b\  advertising  agencies,  station  rep 
firms,  and  others  in  the  industry.  Retail  chain  stores  arc 
other  "'big  users." 

The  more  expensive  radios,  and  those  with  a  more 
functional  shape,  are  general!)  boughl  b)  the  retail  con- 
sumer. 

The  novelty  radios  have  been  moving  "fairl)  good 
since  lhe\  came  on  the  market  about  two  years  ago.  ac- 
cording to  Ben  Dweck.  manager  of  \rrow  Trading  Co., 
New  York,  which  handles  the  rocket,  globe,  desk-pen. 
and  cigarette-lighter  radios  among  thousands  of  other 
batter)  -operated  appliances. 

Orders  (tunc  in  regularl)  throughout  the  year,  Dweck 
said,  but  the  real  bus)  season  which  should  come  as 
no  surprise      is  at  Christmas  time.    "They  make  a  perfed 


SPONSOR 


13  august  1962 


u-  JU 


NEXPENSIVE  rocket-shaped  crystal  sets  for  launching   promo  drives 


JUST   the   thing    for   pent-up   executive — Coronet    desk-pen    radio   set 


RADIOS  OF  ANY  PRACTICAL  USE? 


ift.     he  said,  "especially  for  business  firms  or  for  those 
iwple  who  seem  to  have  everything." 

Richard  B.  Stollmack.  general  manager  of  Transistor 
\  01  Id  Corp..  New  York  Ian  import  firm  which  handles 
oshiba  radios  I.  offered  a  rough  estimate  that  about 
l*',  of  the  basehall  and  wall  radios  find  their  way  into 
onsumers'  hands  as  premiums. 

He  believes  that  sales  of  the  novelty  radios — although 
ood — would  be  much  better  were  it  not  for  the  laziness 
11  the  part  of  main    retailers. 

''They  don't  want  to  sell."  Stollmack  said.  "All  thev 
tant  to  do  is  have  a  customer  come  in,  ask  for  some- 
ling  standard,  and  then  wrap  it  up.  They  don't  even 
>ant  to  make  displavs." 

\mong  the  higher-priced  receivers  found  in  executive's 
Sices  are  the  Sony  "fingertip  control"  desk  radio:  the 
fulova  "watch  radio."  and  the  Toshiba  "wall  radio."  all 
Down  here. 

The  Sony  is  a  low.  flat  set.  which  resembles  a  desk  ae- 
ry.   However,  at  the  touch  of  a  fingertip,  the  cover 
ops  up  and  the  radio  plays.    It  can  be  set  in  advance  to 
la)   automatically. 

The  Bulova  Alert  Mark  II  looks  like  a  traveling  clock 

hich  folds  into  a  leatherette-covered  case.    The  jeweled 

atch.  with  gold-plated  crown,  turns  the  radio  on  or  off. 

t  also  has  a  buzzer  alarm. 

\  spokesman  pointed  out  that,  although  it  is  not  too 

idel)  known.  Rulova  has  been  in  the  radio  business  for 
0  years,  having  entered  the  field  with  a  clock  radio. 

The  Toshiba  "Hi  Fi  Wall  Radio"  is  a  decorator-stvled 
lodel  which  hangs  by  a  mounting  bracket  on  the  wall. 
ist  like  the  familiar  kitchen  clock. 


PONSOR 


13    AUGUST   1962 


The  least  expensive  of  all  the  noveltj  radio  sets  are 
the  space  rockets,  which  actually  arc  germanium  crystal 
sets.  They  sell  for  $10.20  a  dozen,  or  sl2  a  dozen  with  a 
metal  knob. 

The  cigarette-lighter  radio  has  two  transistors  and  is 
about  the  size  and  shape  of  the  well-known  wind-proof 
cigarette  lighters. 

The  desk-pen  radio,  or  Coronet  desk  set,  is  another  two- 
transistor  radio  complete  with  batteries  and  earphone. 

The  globe  radio,  seen  here,  is  also  a  two-transistor  set. 
It  has  a  nine-volt  battery  and  an  antenna. 

Another  variation  of  the  globe  radio  is  handled  by  the 
Star-Lite  Electronics  Corp..  New  York.  \n  eight-transis- 
tor, it  is  a  battery-operated,  light-weight  portable.  Ten 
inches  in  height  and  eight  inches  in  diameter,  the  globe  is 
surmounted  by  a  four-jet  plane  (King  over  the  North 
Pole.  Latitude  and  longitude  navigational  aids  also  gir- 
dle the  globe. 

Dweck  also  handles  another  radio  which  is  novel  onl) 
in  that  it  is  small.  Dweck  claims  that  it  is  "the  smalle-t 
two-transistor  radio  in  the  world.'"  Called  the  "Puppy," 
it  is  45  mm  by  48  mm  1>\  Id  mm.  and  its"  net  weight  is 
40  grams.  It  is  equipped  with  an  earphone  and  an  auto- 
matic earphone  push-in-pullout  switch. 

As  for  the  so-called  "Dick  Tracj  wrist-watch  ra- 
dio," neither  the  suppliers  nor  the  manufacturers  inter- 
viewed have  seen  or  heard  anything  of  a  working  model. 
outside  of  Chester  Goulds  internationally  famous  comic 
strip. 

One  spokesman,  however,  who  prefers  to  remain 
anonymous,  said  one  company  did  trj  to  make  a  small, 
inexpensive  Dick  Trac\-t\pe  radio  not  too  long  ago.  but 
that  it  wasn't  successful.  ^ 


II 


illlllllll!!iillll!!ll!ll!!!ll]]!llilllll!ffl^ 


31  steady  advertisers  since  '49,  25  brand  new  in  '62 


NET  ADVERTISERS  SINCE  '49 

American  Home  Products  Corp. 

American  Tobacco  Co. 

Bristol-Myers  Co. 


Swift  &  Co. 


li,;l 


Chesebrough-Pond's  Co. 


Colgate-Palmolive  Co. 


Ford  Motor  Co. 


General  Electric  Co. 


General  Foods  Corp. 


General  Mills,  Inc. 


General  Motors  Corp. 


Gillette  Co. 


B.  F.  Goodrich  Co. 


Goodyear  Tire  &  Rubber  Co. 


Gulf  Oil  Corp. 


International  Shoe  Co. 


Kellogg  Co. 


Lever  Brothers  Co. 


Liggett  &  Myers  Tobacco  Co. 


Mars,  Inc. 


National  Dairy  Products  Corp. 


Phillip  Morris,  Inc. 


Procter  &  Gamble  Co. 


Quaker  Oats  Co. 


Radio  Corporation  of  America 


R.  J.  Reynolds  Tobacco  Co. 


Speidel  Corp. 


Standard  Oil  of  Indiana 


Sterling  Drug,  Inc. 


Texaco,  Inc. 


Westinghouse  Electric  Co. 


ADVERTISERS  NEW  THIS  YEAR 

Aetna  Casualty  &  Surety  Co.     

American  Cancer  Society 

American  Medical  Assoc. 
Coats  &  Clark's  Sales  Corp. 


■ill 


Continental  Casualty  Co. 


Easy  Day  Manufacturing  Co. 


Endicott-Johnson  Corp. 


Fels  &  Company 


Ferry-Morse  Seed  Co. 


Hedstrom  Union  Co. 


J.  S.  Hoffman  Co. 


Hollywood  Shoe  Polish,  Inc. 


Lestoil  Products,  Inc. 


Minnesota  Woolen  Co. 


Nationwide  Insurance  Co. 


Ohio  Art  Manufacturing  Co. 


Pacific  Hawaiian  Products  Co. 


S.S.S.  Company 


Standard  Packaging  Corp. 


Sunray  DX  Oil  Co. 


Sunsweet  Growers  Inc. 


Trylon  Products  Corp. 
United  Biscuit  Co.  of  America 


Wham-O  Manufacturing  Co. 


Wheeling  Steel  Corp. 


NET  TV  SPONSORS  HIT  RECORD 


^  Record  number  of  firms— 276— used  network  tv  in 
the  first  five  months  of  1962  to  top  1960  high;  end  of 
year  may  see  new  record,   indicates  report  from  TvB 


^%  record  number  of  companies 
used  network  television  advertising 
in  the  first  five  months  of  1962,  the 
Television  Bureau  of  Advertising  re- 
ported today  (13  August).  Alto- 
gether, 276  different  companies  used 
the  medium  in  the  period.  The  pre- 
\  ions  high  for  the  five-month  period 
was  262  companies  which  used  net- 
work   lele\ision    in    the    Januai  v  -Ma\ 


period  of  I960.  For  the  full  year 
1960,  373  different  companies  used 
the  medium,  also  the  record  high. 

Of  the  27(>  companies  using  net- 
work television  in  the  first  five 
months  of  L962,  L39  or  more  than 
half  have  now  used  network  television 
for  five  or  more  consecutive  vears. 
Of  these  regular  long-term  network 
television    users.    82    or    31','     have 


now  used  the  medium  for  10  or  more 
consecutive  years  while  31  companies 
have  used  the  medium  continuous! 
since  1949.  according  to  TvB. 

While  network  television  has  at- 
tracted a  high  number  of  advertisers 
who  return  year  after  year,  it  has  also 
continued  to  bring  in  a  large  number 
of  new  companies,  main  of  them  with 
small  budgets.  In  the  first  five  months 
of  1()(>2.  2)  companies  used  the  medi- 
um for  the  first  time. 

Firestone  Tire  &  Rubber  Co.  will 
rejoin  the  list  of  advertisers  since 
L949  when  it  resumes  with  Voire  of 
Firestone  this  fall.  ^ 


42 


SPONSOR 


13  AUGUST  1962 


NEWSPAPERMAN   FIGHTS  BACK 


W    An  executive  of  tin*  Richmond  "Times-Dispatch"  and 
"News  Leader"  papers  lakes  issue  with  SPONSOR  article 

^    After  a  careful  re-reading  of  our  <>>vii  story,  we 
find  the  newspaperman's  fears  calmed  by  our  own  facts 


aT%larmed  al  the  dubious  nature  of 
Miiiic  newspaper  research  projects 
comparing  print  with  broadcast, 
sponsor  recently  reported  on  the  in- 
accuracy  of  two  of  them,  one  done  by 
a  pair  of  Wisconsin  papers,  the  other 
hv  two  Richmond.  \  a.,  newspapers 
(see  'Newspaper  Research  Gets 
Goofier,"  30  Jul)  I. 

Our  criticism  did  not  go  unnoticed 
for.  as  luck  would  have  it.  an  exec- 
utive of  the  Richmond  papers  is  a 
SPONSOR  subscriber,  and  was  quick  to 
take  us  up  on  our  claims  i  see  letter 
at   right). 

Executive  vice  president  of  the 
Richmond  Times-Dispatch  and  the 
Richmond  News  Leader,  Alan  S. 
Donnahoe  is  upset  about  two  things. 
first,  he  thinks  we  have  given  his 
papers  a  bad  name  with  FCC  Chair- 
man Newton  Minow.  Secondly,  he 
charges  that  we  have  discounted  one 
of  our  own  statements  about  his  sur- 
\e\ . 

Vs  far  as  Mr.  Minow  is  concerned, 
our  article  pointed  out  that  his  speech 
before  the  1962  NAB  Convention 
contained  information  on  radio 
doubtful  in  itself,  i.e..  his  report  that 
radio  sets  in  use  average  onlv  6%  in 
the  evening.  9' ,'  b  the  daytime.  If 
Mr.  Donnahoe  would  glance  again 
at  the  article,  he  would  note  that 
nowhere  were  the  Chairman's  re- 
marks linked  with  the  studies  con- 
ducted b\   his  papers. 

The  papers  which  in  fact  borrowed 
from  Minow 's  figures  were  the  Mani- 
towoc Herald  Times  and  the  Two 
Rivers  Reporter,  both  Wisconsin. 
Thus.  Donnahoe's  statement  that  he 
is  "sending  Mr.  Minow  the  two  stud- 
ies mentioned  ...  in  order  that  he 
mav  see  that  these  studies  make  no 
reference  to  him  or  to  any  statement 
that  he  mav  have  issued'"  informs  us 


SPONSOR 


13    VK.IST    1902 


of  bi>  thoughtful  but  unnecessarv  act. 

Our  reader  further  missed  our  ef- 
Forts  at  sarcasm  when  he  took  seri- 
oiislv  our  statement  '"it  would  sur- 
prise no  intelligent  research  man  that 
newspapers  won  handilv." 

\\  hv  should  an  intelligent  research 
man  be  surprised  if  newspaper-  win 
hand-  down?   SPONSOR  finds  it  highh 


unlike!)  thai  an  intelligent  researchei 
would  take  serious!}  am  conclusions 

of    a    BUrve)     taken    \>\     an    unnamed 

"independent  Burve)   agency." 

\\  e  do  not  discount  oui  statement 
"la   describing  anj   such  comparison 

a-    "far    out     i  ese  in  h."    as    Donnahoe 

suggests.  We  nevei  intended  the 
statement  as  a  serious  one.  Certainlj 
were  an)  medium  to  promote  a  sur- 
\i\  which  purported  to  index  the  re- 
lative "intelligence"  and   " rality" 

of  several  media,  eyebrows  would  be 
raised  on  the  effort  to  tabulate  such 
intangibles. 

\«  for  the  Bov  Scouts,  we  are  cer- 
tain the)  are  proud  to  encourage 
these  qualities  a-  should  anyone.  ^ 


RICHMOND      TimESDISCaTCH 


v  I  «  G  I  N  I 


THE     RICHMOND     NEWS     LEADER 


1  Augu 


i  .  Sponsor 
555  Fi  flh  A  v    ■ 
NY*  Tor*  17,   N.    V. 

Dear  Sir: 

The  scurrilous  and  libelous  article  In  your  July  30 
cerning  two  of  our  research  studies  would  not  be  dignified  by  any  reply 
from  us  were  It  not  for  the  fart  that  the  article  also  included  an  attack 
on  FCC  Chairman  Minow  under  a  sub-head  entitled:    "Does  Newton  know 
that  newspapers  are  u-m^  hi B  NVB  -peech  as  radio  smear?" 

I  am  sending  Mr.    Minow  the  two  studies  mentioned  In  your  article, 
along  with  a  copy  of  this  letter,  in  order  thai  he  nut]   sec  the.  I 
make  no  reference  to  him  or  to  any  statement  that  he  may  have  issued. 

He  may  also  observe  that  your  criticism  of  "The  Clim 
Persuasion"  is,  no  doubt  quite  unintentionally,   highly  revealing. 

You  readily  concede  that  "11  a*ou]  I  surprise  no  intelligent  re- 
search man  that  newspapers  won  handily"  over  broadcast  media  in  public 
appraisal  of  such  qualities  as  Intelligence,  truthfulness  an  i  moral 

But  you  immediately  discount  this,  first,  bv  describing  any  such 
comparison  as  "far  out"  research;    and  second,  by  a  contemptuous  I 
encc  to  such  qualities  as  honesty  and  morality  as  "Boy  Scout"  vi  rtucs. 

In  searching  for  some  key  explanation  of  the  many  difficult! 
that  have  beset  the  broadcasting  Industry,  one  might  well  begin  with 
this  brazen  comment,  aril  the  r.m  cynicism  that  . 


mrs, 

r.  a 


vsi)  k 


Hon.   Newton  Minow.  Chairman 
Federal  Communications  Conn: 


LETTER  from  Alan  S.  Donnahoe,  executive  vice  president  of  the   Richmond  7Vmes-D/sporcn  and 
the    Richmond    News    Leader,    takes    SPONSOR    to    task    for    article     on     newspaper     research 


13 


HOW   MANY    listeners  at  the   ball   game?     Ushers  at   a    recent   Minneapolis  Twins-New   York 
Yankee    game   counted    2,426    portable    radios   tuned    to    play-by-play    coverage,    or   one    in    17 


HAM  MS  BEER  GOES  AFTER 
BASEBALL'S  IN-PARK  FAN 


^^n  ironic  twist  to  out-of-home 
radio  listening  cropped  up  last  month 
when  a  head-count  of  attendees  at 
an  American  League  hall  game  re- 
vealed that  one  in  17  fans  tuned  to 
the  play-by-play  on  portables.  An 
energetic  sponsor  was  quick  to  get 
mileage  out  of  the  fact  and  beamed 
some  commercials  directly  to  the 
listeners  in  the  ball-park. 

The  sponsor,  Theo.  Hamm  Brew- 
ing— whose  agency  is  Campbell- 
Mithun,  Minneapolis — is  one  of  the 
backers  for  air  accounts  of  Minnesota 
Twins  ball  games.  WCCO,  Minne- 
apolis, which  broadcasts  the  games, 
and  the  ball  club  cooperated  in  a  set 
count  which  turned  up  2,426  portable 
sets  in  the  stands  at  a  Twins-New 
York  Yankee  game  6  July.  The 
count  was  taken  by  more  than  100 
ushers  who  surveyed  the  capacity 
crowd  of  40,944  fans. 

Getting  to  the  in-park  radio  audi- 
ence, Hamm  Brewing  commercials 
m>u  get  right  to  the  point.  Example 
from  one  commercial:  "For  you 
fulk*     listening    to    us    here    in    the 


stands,  a  reminder.  If  the  Hamm's 
vendor  isn't  nearby,  don't  forget  you 
can  get  Hamm's  at  the  refreshment 
counters  under  the  stands." 

The  play-by-play  announcers  are 
not  as  pleased  by  the  phenomenon  as 
the  sponsor,  however.  So  many  radios 
in  the  stands  are  tuned  to  the  game 
that  the  announcers  and  engineers 
are  plagued  with  "feed-back"  prob- 
lems. To  prevent  interference  they 
must  use  directional  microphones 
and  keep  the  windows  of  the  broad- 
cast booth  closed.  Engineers  must 
place  mikes  for  crowd  noise  far 
enough  from  the  stands  to  pickup 
overall  sounds  and  keep  out  the 
sound  of  the  radio  sets. 

Coverage  of  the  pla\  for  the  \i~i- 
ting  teams  fans  back  home  has  a 
paradoxial  problem  from  the  feed- 
hark.  When  the  Twins  belt  a  homer, 
the  out-of-town  announcer  naturally 
plays  down  the  action  for  his  listen- 
ers back-home.  But  how  does  he  ex- 
plain the  enthusiastic  report  from  the 
Twin's  announcer,  whose  voice  is  fed 
hack  from  the  sets  in  the  stands?    #^  I 


PROGRAM 

w*  RKO/BAR  arrangement 
to  monitor  radio  stations 
is  move  to  authenticate 
tapes     played     for     agencies 

WW  hat  is  hoped  will  be  a  good- 
luck  piece  for  radio  presentations  to 
agencies  got  off  the  ground  recently 
in  an  arrangement  between  RKO- 
General  National  Sales  and  Broad- 
cast Advertisers'  Reports.  i  See 
Sponsor-Week,  6  August) 

It's  now  official  that  BAR  began 
monitoring  certain  time-periods  on 
several  RKO  radio  stations  in  June. 
Purpose  of  the  audit — which  was 
requested  by  RKO — is  to  get  BAR 
certification  for  station  tapes  that  are 
played  for  agencies. 

No  radio  monitoring  of  exactly  this 
kind  has  never  been  done  by  BAR 
before.  But  it  is  expected  that  their 
official  seal  will  he  proof  to  the  time 
buyer  that  radio  stations  are  as  good 
as  their  word. 

Need  for  such  a  service  has  arisen 
from  the  suspicion  that  some  stations 
tape  only  what  they  want  agencies  to 
hear — and  what  is  heard  is  often 
misleading  to  the  agency.  Broadcasts 
have  been  known  to  be  "staged"  by  a 
few  stations  just  for  taping,  much 
in  the  manner  of  running  special 
audience  promotions  during  a  rating 
week. 

Young  &  Rubicam's  Jerry  Baldwin, 
assistant  research  director,  welcomes 
the  arrival  of  the  certified  tapes,  ex- 
presses the  hope  that  other  stations 
may  follow  suit.  BAR  acknowledges 
that  it  has  talked  to  other  stations 
about  the  idea,  but  no  commitments 
have  been  made. 

Bob  Morris,  president  of  BAR, 
describes  the  audit  as  providing 
proof  of  performance  for  stations. 
"The  proof  will  take  the  form  of  an 
audited  tape  of  each  station's  pro- 
graming during  an  hour  and  data 
specified  by  RKO  General.  However, 
"he  says,"  we  shall  monitor  a  similar 
hour  on  an  undisclosed  alternate  date 
to  assure  the  pre-selected  time  period 
is  truly  representati\c  of  the  station  - 


41 


>l>(i\S()l! 


13  august  1962 


TAPES  NOW  GET  OFFICIAL  SEAL 


programing.  The  actual  tape  will 
then  be  given  the  l'\K  seal  <>f  ap- 
proval and  will  be  delivered  to  RKO 
National  Sales  Division  for  their  use 
among  agencies  and  advertisers.  I  lie 
master  tape  will  be  retained  in  our 
files." 

I!  \li  explains  thai  if  \\  ide  discrep- 
ancies are  found  in  am  tapes,  they 
w  ill  not  be  certified. 

Here  is  the  actual  certification 
COp)  which  is  applied  to  the  back  of 
eacli  tape  l>o\  : 

'"Broadcast  \dvertisera  Reports, 
Inc..   certifies   that    the   enclosed    tape 

recording  is  an  exact  duplicate  of  its 

master  tape  monitor,  recorded  off- 
the-air  of:  i  station  call  letters,  city, 
date,  and  time  period  monitored). 

"On  the  basis  of  comparison  \\  ith 
a  control  monitor,  recorded  subse- 
quent to  the  above  date  without  sta- 
tion foreknowledge,  the  enclosed  re- 
cording is  an  accurate  representation 
of  the  station's  programing. 

"The  master  monitor  tape  is  on 
file  at  the  1?  \R  Center  and  may  be  re- 
viewed at  an)  time  1>\  the  recipient 
of  this  duplicate." 

The  monitoring  service  uses  the 
same  equipment  for  this  program 
tbat  it  uses  for  monitoring  television 
stations.  The  taping  machines  re- 
quire some  adjustment  for  this  pur- 
pose, and  record  at  a  slower  speed 
than  for  television.  The)  may  be 
used  for  both  since  the  television 
monitoring  picks  up  audio  only.  Pro- 
duction is  under  control  now  in  three 
markets.  Service  in  other-  would  re- 
quire technical  adjustments. 

According  to  RAR.  there  is  a  tre- 
mendous demand  for  radio  monitor- 
ing. The  firm  just  initiated  a  new 
monitoring  service  of  commerical 
announcements  in  Philadelphia  called 
the     "BAR     Check.'*      Three     reports 

have  been  issued,  the  last  of  which 
came  out  last  week.  They  are  strictl) 
Bsts  of  commercials  and  advertisers. 
One  of  the  reasons  win  radio 
monitoring  is  not  as  widespread  as 
tv  is  the  cost,  according  to  BAR.  It 
i  OSts  three  times  the  amount  to  moni- 
tor radio  because  there  are  more 
commercials.  RAR  bases  its  co-t  on 
per-unit  Factors.  ^ 


BAR'S    president,    Bob    Morris    (I)    discusses   certification    on    back    of   monitored    tape    with    Al 
Rocco,    gen.    mgr.,    KFRC,    San    Francisco,    and    Don    Quinn,    dir.,    RKO    General    National    Sales 


YOUNG  &   RUBICAM'S  assistant  research  director,  Jerry   Baldwin   (I),  hears  a  "BAR  certified 
audio    recording"    played    by    Frank    Boehm,    director,    research,    RKO    General    National    Sales 


SPONSOR 


13  AUGUST    1962 


15 


BUYERS  GET  A  DAY  AT  SEA 


^    Capital   Cities   Broadcasting   marks   its   8th   annual 
"time  out  for  timebuyers"  with  a  Cruise  to  Nowhere 

^    Destination  may  have  been  "Nowhere"  but  doings 
were  far  from  nothing.    For  an  idea,  see  photos  below 


■  or  nearly  400  timebuyers,  Satur- 
day, the  28th  of  July  was,  like  they 
say  in  the  books,  "something  for  the 
books." 

First,  there  was  the  Norwegian- 
American  luxury  ship — the  M.S.  Oslo- 
fjord — looking     regal,     but     bravely 


INSTEAD  of  getting  the  proverbial  worm,  the  early  birds  managed  to 
get  identification  tags  pinned  on  by  Capital  Cities  execs.  Here  CCB 
exec.  v.p.  Tom  Murphy  pins  badge  on  Ted  Bates'  Don  Severn.  Awaiting 
their     turn      are      Dancer-Fitzgerald's      Diane      Walsh      and      Lee      Beck 


MAKING  sure  that  Captain  Odin  Buass  (c)  commander  of  the  Nor- 
wegian American  liner,  the  M.  S.  Oslofjord,  doesn't  stray  from  its 
chartered  course  to  Nowhere  are  a  couple  of  eagle-eyed  "back-seat- 
drivrs":  Tom  Murphy,  CCB  exec  v.p.  (I)  and  Bill  Lewis  ( r) ,  CCB  sales  dir. 


SINK  or  swim,  this  life-jacketed  group  seem  prepared  for  anything 
despite  apparent  apprehension  on  face  of  Ogilvy's  Brenda  Kramer  (far 
right).  Unconcerned  however,  is  Gumbinner's  Al  Kalish  and  SSC&B's 
Don     Ross     (at    her    right)     and    Ogilvy's    Sue    Morrell     (second     left) 


46 


PARTING  is  such  sweet  sorrow,  so  say  the  poets,  but  not  when  it 
comes  to  gambling  away  a  cool  $1  million.  Among  those  who  didn't 
seem  to  mind  were  (l-r)  WPAT's  (New  York)  Stan  Simon,  CCB's  Pat 
Leavitt  and   Dan  Smith,   H-R's   Mike  Weiner,   and    Kudner's   Dave   Yoder 


SPONSOR 


13   AUGUST    1962 


.  waiting  at  New  ^nL-  pier  12.        I 


Next,  there  were  all  those  smiling- 
\  cordial  Capital  Cities  Broadcast- 
Is  faces,  extending  personal  greet- 
up-  which,  as  an)  of  the  attending 
■nebuyers  will  tell  you,  could  easily 
ia\e  been  translated  to  mean  "'if  you 
uuln  t  come,  the  boat  would  surel) 
ia\e  come  all  unglued." 

On  top  of  all  that,  there  was  that 
o\el\     wad    of    mone\       a    cool    mil- 


ion  w  huh  was  handed  out  to  each 
and  ever)  guest  upon  hoarding  1 1 1« 
ship.    Fun  money,  to  be  sure,  hut  to 

those  whose  talent-  embrace  a   hit   of 

gambling  know-how.  the  •il    million 

-taller  was  easih    run  up  to  -ullic  ient 

funds    (like    $20    million  i    enabling 

those  mi  endowed  to  hid  land  win) 
a  \ariet\  of  goodies  at  a  special 
auction. 

From  Champagne  breakfast  to  de- 


barkation   time,    the    Capital    I  ities 
guests  had  themselves  a  full  day. 
Equipped    w  ith    a    cai  i  \  -all    i  .1-' 

1  coin  teS)      of     theii      hosts  1      and     .1- 

signed  to  a  Luxui  ion-  cabin,  tin-  time 
buyei  -    Bwa  in .    Bunned,    gambled 

dined,    drank,    01     just    plain    relaxed 

I  In-  more  hard)    managed  to  ma 
neuvei   through  the  gyrations  of  the 

twist    01    cha-cha    to    the    music    of    a 
I  Please  turn  to  jxii^e 


AGER    to   down   his   early    morning    eye-opener    at   8    a.m.    champaign  WRIGGLING   into    life    jacket   was   not   as   simple   as    Ron    Taft,    Quinn 

reakfast   is    BBDO's    Bob    Mahlman    (second   from    left),   while   directly  &    Johnson,     Boston,     had     expected.    Here    he    is    getting     assist     from 

cross  the  table  two  D-F-S  fellows,   Dick   Kaplan  and  Ave   Butensky,  are  ships     officer     during     life     boat     drill,     much     to     the     amusement     of 

rying     hard     to     bear     up     under     the     strain     of     the     whole     thing  Jenette    LeDrecht,    Grant    Adv.,    and     Blair's    Bruce     Patterson,     nearby 


ONE    female    poker   sleuth   in    this    big    money    game    (fun    dough,   of  FLANKED   by   a   couple  of  Johnsons — Ken    (I)    sales   mgr.   WKBW-TV, 

ourse)   on  one  of  the  Oslofjord's  sun  decks  is  Kudner's  Maria  Carayas.  Buffalo,  and  Buck,  sales  mgr.  WPAT,   New  York   (r) — is  Gary  McKelvey, 

he  more  astute  gamblers — those  who  were  able  to  run  their  winnings  up  Lang,    Fisher    and    Stashower    buyer    (c)     who    made    it    to    New    York 

3  huge  sums — were  equipped  to  bid  and  win  prizes  at  evening  auction  from  his  Cleveland  habitat  in  time  to  catch  the  CCB  Cruise  to  Nowhere 


PONSOR 


13  august  L962 


HARTFORD 


\\r»     /' 


Pop'-ularity  Poll 


Official  Music 
Station 


Personalities 


Community 
Service 


Local  News 


Salesmanship 


BY 


"P0P"-ULAR 
ACCLAIM!! 

WPOP 


Phillip  Zoppi 
V.P.  &  Gen.  Mqr. 


Adam  Young.  Inc. 
Natl  Rep. 


I 


Media  peopU 

what  they  are  doin 

and  sayin 


TIMEBUYER'S 
CORNER 


Ever  since  Fuller  &  Smith  &  Ross  broke  out  word  of  its  I  <  -toil 
windfall  a  couple  of  weeks  back,  a  flurry  of  speculation  has  been 
making  the  rounds  along  Madison  Ave.  The  big  wonderment:  upon 
whose  timebuying  shoulders  will  fall  the  choice  task  of  handling  the 
Lestoil  plums — Pine  Lestoil.  Sparkle  Lestoil.  Lestare,  and  Lestoil 's  Spray 
Starch.  Not  to  mention  the  new  Lestoil  products  now  being  readied  for 
introduction.  Could  be  they'll  be  hanging  out  the  "help  wanted7'  sign  soonl 

Morse  International's  Mary  Ellen  Clark  has  taken  off  on  a  two- 
week  buying  jaunt  for  Vicks  products.  She  11  be  hitting  Milwaukee, 
Chicago,  San  Francisco,  and  Los  Angeles  within  the  next  few  days. 


HELPING    Harry    Novik    (I),    general    mgr.   WLIB,    New    Yorl,    launch    official    opening 
of    new    studios    is    Arthur    Pardoll,    associate    media    director,    Foote.    Cone    &    Belding 

The  vacation's  over  for  Al  Paul  Lefton's  Ken  Allen;  D-F-S'  Ira 
Weinblatt;  McCann-Marschalk's  Frank  Finn;  Cover.  Morey  &  Ballard's 
Hob  Kutsche;  and  Hoyt's  Doug  Ilumm. 

Spotted  mulling  around  in  the  crowd  of  well-wishers  during 
WLIB's  (New  York)  recent  party  to  celebrate  its  new  -tin  I  in- 
were  Donahue  &  Coe's  Beth  Black,  Marie  Coleman,  and  Joe  Barken 
Uso:  BBDO's  Clarence  Holte:  Jim  Ducey  of  D-F-S:  Foote.  Cone  I 
Belding'a  Arthur  Pardoll;  Sandy  Metlie  of  Metlis  &  Lebow;  Lamb* 
&  Feasley'a  Frank  Sweeney;  Monroe  Greenthal's  Harvey  Schulman 
and  Harry  Bargaiiian:  and  Parkson's  Edgar  Kaufman. 

i  Please  turn  to  page  50  I 


48 


SPONSOR 


I.;  w  i.i  st  L9M 


OW  50.000  WATTS 


//    • 


IW 


v      \  SHOWERING  A  SPECTACULAR 

BURST  OF  POWER  OVER 

9  COUNTIES  OF  LOUISIANA,  TEXAS. 

ARKANSAS  AND  OKLAHOMA; 


\\    DEUVER/NG  INFLUENCE  WITH  IMPACT 

TO  OVER  TWO  AND  ONE  HALF 

\     MILLION  PEOPLE  WITH  PROGRAMMING 

THAT  HAS  MADE  KEEL'S  710 

THE  DOMINANT  SPOT  ON  THE  DIAL 

BY  ALL  AUDIENCE  MEASUREMENTS. 


m 


an  Da"-- 

BROADCASTING  CORPORATION  .* 


SUBSIDIARY 


Represented  By 


&U- 


and  Company 


i  '•  i 


"FIREWORKS  OVER  SHREVEPORT" 
HOLIDAY  IN  DIXIE  FESTIVAL,  1962 
PHOTOGRAPHED  BYJACKBARHAM 


NOW  NUMBER 


IN  FLORIDA 

ORLANDO-DAYTONA 

Fastest  growing 
marhet   in  Florida 


Nat.  Mkt. 

Homes* 

Ranking* 

TV 

Miami 

26 

566,300 

Tampa 

40 

425,100 

Orlando- 

Daytona 

67 

292,100 

Jacksonv 

lie 

75 

257,700 

'Television, 

Maj 

'  1962 

WESH-TV 


Florida's   Channel  2 

Advertising  Time  Sales,  Inc. 


National  Representatives 


(.overs  more  of  Florida  than 
any  other  TV  Station 

50 


TIMEBUYER  S 
CORNER 


^Continued  irom  page  48 


Elenore  Nelson,  J.  Walter  Thompson.  San  Francisco,  one  of  the  l>u\- 
ers  tagged  as  a  top-notcher  by  reps  in  that  area  during  a  sponsor  survej 
early  this  year  ("They're  the  Top  Buyers — on  the  West  Coast,"  1  Janu- 
ary) has  resigned  to  make  an  extended  world  tour.  Her  successor: 
Colleen  L.  Mattice. 

Can't  help  wondering:  How  many  people  will  be  invited  to  the 
house-warming  party  for  Lennen  &  Newell's  George  Blinn  when  he 
moves  into  his  new  Long  Island  home  this  fall? 

There's  no  telling  what  timehuyers  will  do  to  oeeupy  them- 
selves in  their  spare  time.    Take  Donahue  &  Coe's  Phil  Brooks,  for 

instance.  Phil  sat  down  one  day  and  wrote  the  words  and  music  to  a 
rock  'n'  roll  ballad  which  he  entitled  "Stop  Thief."'  It'll  be  out  soon  on  a 
Riverside  label. 

The  Corner  pays  its  respects  this  week  to 
MeCann-Erickson's  Phil  Stumbo.  Phil  works 
out  of  the  New  York  office  as  broadcast  super- 
visor  on  Humble  Oil  &  Refining.  Norex  Labora- 
tories, Tyrex  Inc.  and  NBC.  He  got  his  feet  wet 
in  the  ad  business  back  in  1953  with  Biow-Beirn- 
Toigo.  He  joined  McCann-Erickson  in  l')56 
where,  until  his  recent  promotion  to  broadcast 
supervisor,  he  handled  the  John  Hancock,  West- 
inghouse,  and  Look  magazine  accounts.  A  na- 
tive New  Yorker.  Phil  was  educated  at  Fordham 
University  and  City  College  of  New  ^  ork.  An 
enthusiastic  worker.  Phil  nonetheless  enjo\s  an 
occasional  breakaway  from  listening  to  sales  pitches  to  play  a  game  of 
tennis,  read  books  or  listen  to  the  opera,  and  while  he  isn't  about  to  admit 
it,  to  cut  a  mean  figure  on  the  dance  floor. 

Back  from  a  honeymoon  in  Spain  is  MeCann-Erickson's  broadcast 
supervisor,  Larry  Bershon  with  his  bride,  the  former  Doreen  Bloom. 
Doreen  (who  worked  in  the  agency's  traffic  department  I  and  Larry  were 
married  about  a  month  ago. 

Other  recent  newlyweds:  Don  Douglas.  D-F-S;  Richard  K.  Man- 
olf's  Bud  Pfaff,  whose  bride,  the  former  Rose  Marie  Rieciugi.  is  em- 
ployed at  Benton  &  Bowie*. 

The  song  is  ended  hut  the  melody  lingers  on  dept. :  although 
Vince  De  Pierro  is  no  longer  buying  for  White  Owl  at  ^  &R  (he's  now 
;it  Life  magazine),  he  still  captains  Y&R's  Media  Misfits  a  girl's  base- 
ball team. 

There's  more  than  one  way  to  increase  in-home  audience  fig- 
ures: Mrs.  Gene  Sutorius,  wife  of  Del-Wood  account  exec,  did  it  1>\ 
presenting  Gene  with  a  son  earlier  this  month.  ^ 


Philip  A.  Stumbo 


SPONSOR 


13   AIGUST    1%2 


\r 


Commercial   commentary  {Com.  from  p.  l" 


the  intellectual  chaos  into  which  this  idolatrj   is  leading  us. 

Finally,  and  most  important,  I  believe  thai  you  have,  perhaps 
unintentionally  and  unwittingly,  voiced  the  extreme  philosophic 
confusion,  which  exists  toda)  in  mam  sections  "I  society,  about  the 
qualities. we  should  look  for  in  mass  communications  leadership. 

Let's  examine  (his  leadership  problem. 

In  m\  opinion  it  is  one  of  the  most  critical  problems  which 
America  faces,  and  it  extends  into  man\    different  fields. 

The   head   of   a    broadcasting    network,    the    president    of    a    large 
advertising  agency,  the  publisher  of  a  mass  magazine,  the  operatoi 
of  an  important  t\   or  radio  station,  the  editor  of  a  big  citv   dail) 
these  and  main    others  are  placed  in  positions  of  enormous  influence 
over  vast  numbers  ol  people. 

\\  hat  manner  of  man  should  the)  he? 

It  is  axiomatic  in  our  societ)  that  the\  must  be  business  men, 
with  a  realistic  understanding  of  income  and  costs.  But  is  this 
enough?  Can  you  justif\.  for  instance,  installing  as  president  of 
a  huge  t\  network  someone  whose  only  qualification  is  that  he  is  a 
shrewd  man  with  a  dollar.-'    I  don't  believe  you  can. 

^  ou  and  I  have  both  seen  too  many  of  the  fast-buck  boys  in 
advertising,  in  publishing,  in  broadcasting,  not  to  recognize  that 
something  more  is  needed.    But  what  is  it? 

Leader  or  public  whore? 

\  surprising  number  of  people  have  advanced  the  theory  that  a 
mass  communications  leader  should  be  a  kind  of  public  whore — a 
man  without  personal  principle  who  exists  only  to  seek  out  and  gratifv 
the  whimsical  lusts  of  various  majority  and  minority  groups. 

Obviousl)  those  who  hold  this  theorv  don't  emphasize  the  prosti- 
tution angle.  I  You  don't  in  your  research  proposals:  the  FCC  doesn't 
|in  its  injunctions  to  broadcasters  to  "know  your  community.") 

But  where  this  is  the  only,  or  chief  criterion  for  judging  mass 
communications  leadership,  it  comes  down  to  plain  whoredom. 

I  have,  in  Emerson's  phrase,  no  "churlish  objection"  to  a  restless 
search  for  more  and  more  understanding  of  people. 

It  is  of  course,  natural  and  right  and  necessarv  in  all  communica- 
tions work.  But  I  insist  that  it  is  the  second,  not  first  qualification  of 
a  great  communications  leader. 

I  he  first  is  the  classic  proposition  that  be  must  be  an   individual 
ated  to  principles  which  are  greater  than  himself,  greater  than 
society,  and  in  the  light  of  which  he  serves  his  fellow  man. 

I  he  poet  Robert  Frost  expressed  this  point  perfectl)  when  he  told 
President  Kennedy.  "Your  first  answerability  is  to  God  and  yourself, 
your  second  answerability  is  to  people  and  the  country." 

In  our  own  world  of  mass  communications  our  greatest  need,  our 
Greatest  challenge  is  to  find  or  develop  an  increasing  number  of 
leaders  with  this  type  of  dedication  and  individual  integrity. 

It  is  not  a  problem  for  which  there  arc  quick  solutions  or  read) 
answers.    I  do  believe  that  somehow  it  can  be  solved. 

But  this  much  I  am  sure  of.  It  cannot  be  solved  by  the  techniques 
of  advertising-type  research,  bv    nose-counting  or  opinion  polls. 

What  s  needed  is  thought,  studv.  creative  imagination  on  an  entire- 
lv  different  level.    What's  needed,  perhaps,  is  prayer. 

Marion,  let's  face  the  problem,  not   fuddle  with   research.  ^ 


1  JANE 
PINKERTON 
ASSOCIATES 

PUBLIC   RELATIONS 
COMMUNICATIONS 


SPECIALIZING    in 

PUBLIC   RELATIONS 

PROMOTION 

SALES    DEVELOPMENT 

PUBLICITY 

BUSINESS    WRITING 


SPONSOR 


13  mjgust  1962 


JANE    PINKERTON    ASSOCIATES 

527     MADISON    AVENUE        AT    54TH) 
NEW   YORK    22.    N.  Y. 
PLAZA    30818 


51 


IMAGE-BUILDERS 

[Continued  from  page  34) 

has  pursued  a  somewhat  different  set 
of  image-huilding  policies  and  activi- 
ties, although,  as  noted,  it  will  co- 
operate with  4As  in  the  new  joint 
information  program.  (Actually  the 
ANA  will  be  responsible  for  operat- 
ing the  joint  4A-ANA  information  ef- 
fort just  as  the  4As  has  the  responsi- 
bility for  operating  the  Interchange 
program.) 

Perhaps  the  most  striking  point  of 
difference  between  its  image  approach 


and  that  of  such  organizations  as  4As 
and  NAB  is  the  ANA's  reluctance  to 
draft  and  rely  on  formal  codes  l  it 
has  none) . 

Another  significant  difference:  ANA 
— more,  perhaps  than  any  other  trade 
group — recognizes  that  top  level  cor- 
porate managements  are  important 
members  of  opinion-maker  and 
thought-leader  communities  and  must 
be  dealt  with  in  any  image-building 
program  for  advertising. 

Its  famed  "Project  X,"  which  last 
fall  produced  the  important  textbook, 
"Defining      Advertising      Goals      for 


Harry  Straw,  of  the  dry  hair  ads,  didn't  make  the  Tricorn  Club 

Harry  wasn't  in  the  lifeless  scalp  commercials.  He  just  buys  TV  spots  for  them. 
He  just  didn't  know  that  North  Carolina's  No.  1  metropolitan  market  is  the  pros- 
perous three-city  "tricorn"  .  .  .  Winston-Salem,  Greensboro,  High  Point  ...  No.  1 
in  population,  households  and  retail  sales.  Knowing  those  facts  is  all  it  takes  to 
crack  this  exclusive  club,  Harry.  Then  schedule  WSJS  Television,  of  course— which 
is  the  No.  1  way  to  saturate  the  Tricorn  Market  (and  the  surrounding  rich  area 
thrown  in).  You  get  a  Club  hat  with  feathers,  Harry,  if  you  also  remember  North 
Carolina  is  the  12th  state  in  population  ...  and  that  no  self-respecting  spot 
schedule  can  ignore  the  No.  1  market  in  the  No.  12  state!  You'll  be  a  real 
smoothie  with  clients  and  account  execs,  Harry,  when  you  join  the  Tricorn  Club 
—  provided  our  official  hat  can  fit  onto  your  tousled  wig. 


WINSTON     SALEM 


TELEVISION 

GREENSBORO       HIGH    POINT 


Measured  Advertising  Profits,"  was 
essentially  an  image  job  for  manage- 
ment, though  with  meaty  values  for 
advertising  practitioners  and  students 
as  well. 

In  addition,  the  ANA  last  winter 
produced  and  released  the  film.  "This 
is  Advertising,"  based  on  a  script  by 
Harry  W.  McMahon.  The  film  was 
designed  for  showing  by  ANA  mem- 
bers, both  to  their  own  business  asso- 
ciates, and  to  civic  groups.  It  has  also 
received  wide  distribution  through 
the  A  FA. 

Supplementing  such  work,  the  ANA 
also  has  in  operation  alreadv — under 
v. p.  William  Heimlich — a  program 
calling  for  the  mailing  of  significant 
speeches  and  articles  on  advertising 
to  schools,  colleges,  and  government 
officials. 

Among  the  materials  it  distributes 
in  this  way  are  the  reports  of  the 
ANA-4A  Interchange  Committee  on 
objectionable  advertising  which  go 
out  to  selected  newspapers,  universi- 
ties, and  government  departments, 
such  as  Commerce.  Health.  Educa- 
tion, and  Welfare,  and  to  members 
of  important  Congressional  commit- 
tees. 

W  \  1 1  resident  Peter  Allport  beads 
Commerce  Secretary  Hodges'  Adver- 
tising Advisory  Committee,  and  the 
\\  \  makes  available  to  members  oil 
the  Senate  and  House  special  anal)  se? 
(no!  recommendations  or  lobbying 
material)  of  all  pending  legislation 
affecting  advertising. 

The  AFA  Program.  Long  tlu 
sponsor  of  "Advertising  Week."  i 
pioneer  in  rudimentary  image-build 
ing,  the  Advertising  Federation  o' 
\meriea  enlarged  its  concept  in  1961 
to  embrace  a  vear-round  activih 
known  as  ARP — Advertising  Recog 
nition  Program.  This  was  accom 
plished  b\  George  W.  Head  of  Tin 
National  Cash  Register  Co..  ntif 
chairman  of  the  board  of  AFA. 

\\  illi  the  ambitious  goal  of  "carr) 
ing  the  crusade  of  explaining  adver 
rising's  values  to  every  corner  of  ou 
society,"  the  VFA  has  joined  witl 
the  AAW  (Advertising  Assn.  of  th 
\\  esi  i  to  suppl)  ad  clubs  across  tli 
nation  with  a  seemingb  endless  bat 
rage  <>f  promotional  material,  th 
clubs  in  turn  setting  up  their  o\v 
committees  to  apply  this  material  a 
the  local  level.  In  addition,  the  AFA 
\  \\\  goes  directb  to  media  to  >\\\ 
port  club  activity  generically.  Liv. 
script    announcements,    for    exampli 


52 


SI'ONSOH 


13    AUGUST    196 


aK  current!)  in  the  possession  of  all 
(,600  radio  stations  in  the  U.  S. 

Volunteer  task  force  agencies  are 
selected  eacli  veai  to  create  both  the 
mar's    theme    ami    material.     1962s 

agencies  arc  Needham.  Louis  & 
Brorby,  Chicago,  and  Denton  \ 
Bowles.  Taking  the  view  (hat  I  i  ad- 
vertising is  being  attacked  with 
"bear-baiting"  from  main  quarters, 
hot li  gleefully  and  enthusiastically, 
and  _' i  reliable  studies  show  that  the 
public,  at  least  women,  like  advertis- 
ing   and    do    not    share    the    views    ol 

critics,  \FA-AAW's  1962  campaign 
baa  limed  high  and  wide  at  the  gen- 
eral public,  its  advertisements  de- 
signed to  "appeal  directK  to  the  in- 
terests of  the  audience,  simply,  di- 
rectK. honestly."  Advertisements  in 
all  media  talk  about  one  specific  and 
contemporary  benefit  or  advantage 
enjoyed   bv    the  consumer. 

Backbone  of  the  material  supplied 
individual  ad  clubs  is  the  prepared 
speech,  \niong  this  v ear's  notables: 
[Advertising  and  the  American  Econ- 
omy," for  deliverance  to  student. 
parent-teacher,  and  facultv  groups: 
and  "Win  \dvertising  ?"  and  "Don't 
Murder  the  Bugler"  aimed  at   busi- 

iiess  and  professional  groups.  Too, 
be  \\\-l\  film  "This  is  Advertis- 
ng,"  as  described  above,  is  distrib- 
ited  to  the  clubs  through  AFA.  In 
dl.  the  pervading  philosophy  at  AFA 
s  to  "leave  no  stone  unturned  in 
"i  ni  ting  misconceptions  held  by  the 
illblic  as  to  how  advertising  func- 
ions  and  its  place  in  the  business 
Hid  social  community." 


The  l')(>.{  Advertising  Recognition 
Program,  scheduled  to  begin  early  in 
February,  will  be  kicked  olT  with  an 

"Advertising  Recognition  Week."  to 
be  followed  up  bv  an  even  large] 
sustained  effort  than  the  one  current- 
ly in  progress.  Task  force  agency 
will  be  Fletcher  Richards,  Calkins  & 

Hidden.  San  Francisco,  and  the  na- 
tional chairman  for  next  \c.n  s  ac- 
tivities   will    be    King    Harris    of    the 

Folger  ( loffee  ( !o.  ^ 

TRAINING   TIMEBUYERS 

{Continued  from  page  39) 
ers.       Directors     and     above    handle 
both   media.     Neither   agency    lias  as- 
sistant buyers. 

Although  experience  in  both  jobs 
is  desirable.  Del'iei  ro  said,  if  a 
choice  were  to  be  made--all  things 
equal — he  would  fill  a  buyer  va- 
cancy with  a  media  analyst  rather 
than  an  estimator. 

Kenney,  too.  said  an  estimator  or 
analyst  can  become  a  buyer  without 
spending  time  in  the  other  job.  But 
he  stressed  (also  expre-scd  by  De- 
l'iei ro  and  Diet/ i  that  he  -eeks  "en- 
thusiasm" in  a  potential  buyer. 

Voluntarily,  not  in  response  to  a 
question,  each  in  his  own  way  said 
that  a  "comer"  shows  interest  in  his 
work,  asks  questions  about  the  job. 
asks  if  it  wouldn't  be  better  "to  do 
the  job  this  way,"  etc.  This  char- 
acteristic, plus  a  facility  with  num- 
bers, they  all  agree,  brings  a  be- 
ginner to  an  agency  well-equipped 
for  promotion  to  buyer. 

And  a  well-trained  buyer  pays  off. 


DePierro  cited  one  possible  situation: 
a  buying  advantage  "I  >'-  ovei  com 
petition  can  mean  Hit  million  addi- 
tional nighttime  t\  borne  Impressions 
on  a  |2  million  broadcasl  budget.    ^ 


TIMEBUYERS'  CRUISE 

ic  ontinued  from  page  17  i 

jazz    combo     outdoors    dm  inj     the 

dav  time  and  later  indoors. 

Those  endowed  with  more  than 
average  physical  endurance  t""k  ad- 
vantage   of    the    ship"-    gymnasium. 

Here,     thev     worked     out     on     rowing 

machines,  bicycles,  punch   balls,  etc. 

The  only  puzzlement  iwhen  they 
took  time  out  to  even  contemplate  it, 
that  is  I  was  the  exact  location  of  the 
liner.  All  they  knew  was  that  the 
ship  was  anchored  somewhere  out  at 
sea — out  of  sight  of  land.  \nd  -per 
illations  ran  from  15  to  50  mile-. 
In  brief,  where  was  "Nowhere"? 

I  he  dav-long  event  wa-  climaxed 
by  the  showing  of  a  hilariously  con- 
trived film,  starring  the  timebuver- 
thcni-clves  (photographed  SOttO  voce) 
and  (leverlv  interspersed  with  old. 
but   real  movie,  film  clips. 

And  as  the  fun-weary  group  de- 
barked at  pier  12  at  1  I  p.m.  they 
were  handed  something  extra  to  tote 
bome  as  a  further  memento — a  bag 
of  Norwegian  delicacies. 

\nd  Capital  Cities  chalked  up  an- 
other successful  "time  out  for  time- 
b u vers"  jaunt,  for  despite  their  ap- 
prehension (since  the  wine  flowed 
like  water  I  no  one  was  reported 
overboard    anywhere    in    that    area 

know  n   as  "Now  here.  ^^ 


surgery  in  a  snowstorm? 


It'  picture  quality  isn't  too  important. 
viewers  could  watch  another  station 
in  this  market,  hut  most  people  prefer 
to  stick  with  us.  Metro  share  in  prime 
time  is  90%,  and  homes  delivered  top 
any  other  station  sharing  tin  other  to',  . 

IRB,  March,  1962)  Your 
big  buy  for  North  Florida. 
South  Georgia,  and  South- 
east  Alabama  is 


<D 


WCTV 


TALLAHASSEE 
THOMASVILLE 


BLAIR  TELEVISION  ASSOCIATES 


53 


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0 


PARDON  US  FOR  NAME  DROPPING,  but  names  make  news.  And  these  are  some  (but  only  a 
few)  of  the  local  citizens  who  made  news  on  the  CBS  Owned  television  stations  in  the  past  couple 
of  years.  Clergymen,  physicists,  politicians,  teachers -people  with  something  important  to  say  to 
their  community-said  it  frequently,  freely  on  programs  originated  by  our  local  production  staffs. 
This  unfailing  sense  of  what  interests  audiences  is  one  reason  why  locally-produced  programming 
on  the  five  stations  has  been  honored  by  more  than  100  awards  and  citations  in  the  past  two  years 
alone.  It  also  helps  explain  the  stature  and  the  popularity  of  the  stations  themselves.  For  audiences 
(advertisers  too!)  have  long  known  who  broadcasts  local  programs  that  are  uniquely  compelling... 
uniquely  newsworthy.  Namely  the  CBS  Owned  television  stations.  CBS  TELEVISION  STATIONS 

A  Division  of  Columbia  Broadcasting  System.  Inc. 

Operating  wcbs  tv  New  York,  knxt  Los  Angeles,  wbbmtv 

Chicago,  wcau  tv  Philadelphia  and  kmox  tvSi.  Louis. 


SPONSOR 
WEEK 


Advertisers 


WRAP-UP 


KBS  "radio  nation" 

(Continued  from  Sponsor  Week) 

iated  with  KBS  cover  80  million  peo- 
ple in  the  U.  S.  with  annual  spend- 
ing of  $190  billion  on  consumer 
goods  and  services.  The  stations  in- 
cluded reach  83%  of  all  U.  S.  coun- 


ties and  848  of  the  affiliates  are  lo- 
cated in  county  seats. 

Within  the  KBS  network  are  three 
specialized  networks:  a  farm  net- 
work of  865  radio  stations  covering 
78%  of  the  nation's  farms,  a  Negro 
network  of  360  stations,  and  a  col- 
lege of  355  affiliates. 


The  FTC  was  more  than  normally- 
active  last  week,  taking  action 
against  four  tv  advertisers. 

On  the  one  hand,  the  commission 
came  out  with  consent  orders 
against  Louis  Marx  and  Remco  for 
deceptive  toy  advertising.  The 
charge:  both  have  used  false  and 
misleading  tv  commercials  to  pro- 
mote their  products.  The  order  in- 
volves Marx's  "Giant  Blue  &  Grey 
Battle  Set"  and  Remco's  "Radio- 
craft  Kits"  and  "Electro  Chemistry 
Science  Kit." 

In  an  initial  decision  on  a  long- 
pending  complaint  against  General 


BASTILE  DAY  summer  frolic  for  over  100  people  from  the  broadcasting-entertainment  indus- 
try was  hosted  by  WBBM  personality  Larry  Attebery,  surrounded  here  by  five  lovely  wives  of 
Chicagoland    executives.     Refreshments:   champagne,    bread,    and    cheese   flown    over    from    Paris 


56 


LOVELIES  LOOKING  for  this  years  Miss 
Latin  America  title  surround  Anita  Silva 
(c),  1961  holder  of  the  crown  at  Palisades 
Amusement  Park  contest  sponsored  by 
WADO,   New  York,   and    Schlitz   Brewing   Co. 


"BLAST  OF  the  big  vendors,"  one  of  the 
WTR-effigy  ad  campaign,  is  presented  to 
rep  firm  head  George  Hollingbery  by  Jim 
Knight,  WTRF-TV,  Wheeling  promotion  dir. 
and  station  exec.  v. p.  Robert  W.  Ferguson  (r) 


SPONSOR       •        l.'i     VUGl  ST    1%2 


Motors  and  Li  bbey-Owens-Ford 
Glass,  the  FTC  ruled  that  the  two 
used  deceptive  camera  techniques 
and  devices  in  tv  commercials  to 
inaccurately  compare  optical  distor- 
tion between  automobile  safety  plate 
glass  and  automobile  safety  sheet 
glass. 

More  than  300  representatives  of 
the  $360  million  pet  food  industry 
will  gather  in  Chicago  12-14  Septem- 
ber for  the  fifth  annual  convention 
of  the  Pet  Food  Institute. 

Highlighting  the  three-day  con- 
clave will  be  discussions  of  new 
sales  promotion  and  merchandising 
techniques. 


The  impact  of  multiple  packaging 
on  the  merchandising  of  pet  foods 
will  be  discussed  by  Duncan  Dunn- 
ing of  Mead  Packaging. 

For  those  members  of  the  sports- 
sponsorship  gentry,  here's  an  in- 
teresting bit  of  information  re.  a 
veteran  in  the  field. 

Atlantic  Refining  (N.  W.  Ayer)  is 
the  oldest  continuous  broadcaster  of 
major  league  baseball,  having 
started  in  1936  and  participated  in 
17,844  sportscasts. 

Some  of  these  were  as  complete 
sponsors  in  the  early  years,  and 
more  recently  as  co-sponsors.  Some 
15,000   of   these    games    have    been 


major   and    minor    league    baseball. 
Note:  These  figures  are  for  1936 
61   and   don't   include   an   extensive 
1962  big  league  baseball   schedule. 

Campaigns:  A  full  sales  promotion 
and  advertising  drive  designed  to 
promote  its  retail  outlets  as  "one 
stop  social  communication  centers" 
is  being  launched  by  Hallmark 
Cards.  Hallmark  will  use  its  Hall 
of  Fame  show  on  NBC  TV  to  promote 
its  new  designs,  via  Foote,  Cone  & 
Belding  Chicago. 

Financial  reports:  Net  income  for 
the  first  half  of  the  year  for  Borden 
was    $15,201,893    or    $1.43    a    share, 


"BLUEPRINT  for  '63,"  ABC  tv  o&o's  presentation  on  fall  programing,  brought  o&o's  station 
mgrs.  to  New  York  recently.  L-r:  David  Sacks,  KGO-TV,  San  Francisco;  Ted  Shaker,  tv  o&o 
,  pres.;  James  Conley,  ABC  National  Station  Sales  exec.  v. p.;  hostess  Sigred  Nelsson;  WABC- 
TV  v.p.  Joseph  Stamler,  host;  James  Ridell,  western  div.  v. p.;  John  Pival,  WXYZ-TV,  Detroit; 
Sterling   C.   Quinlan    (partially   hidden),    WBKB,    Chicago;    Elton    Rule.    KABC-TV,    Los    Angeles 


FALL  FASHIONS  get  an  early  preview  in 
cool  San  Francisco  when  the  city's  Fashion 
Industries  hold  its  annual  outdoor  showings. 
KRON-TV  cameras  focused  on  pretty  models 
during    telecast    sponsored    by    J.    P.    Stevens 


TOP  BRASS  sign  affiliation  between  ABC 
TV  and  WOKR-TV,  Rochester.  Seated:  stn. 
gen.  mgr.  Richard  Landsman  (r)  and  net  gen. 
mgr.  Jules  Barnathan.    Other  execs,  stand   by 


SPONSOR 


13   AUGUST    1%2 


MISS  WLIB  Joan  Taylor  poses  prettily  with  a  group  ready  to  board  a  bus  for  open  house  at 
the  station's  new  studios  on  125th  St.,  New  York.  Three  Donahue  &  Coe  timebuyers,  (l-r)  Joe 
Barker,  Elizabeth  Black  and  Marie  Coleman,  are  here  with  Arthur  Harrison  (r),  sales  manager 
of  the  Negro-market  station  until  this  week,  when  he  takes  over  the  same  post  at  WINS,  N.  Y. 


57 


compared  with  $14,731,090,  or  $1.39 
a  share  in  the  same  1961  period. 
First  half  sales  were  $519,564,380,  up 
from  $501,330,509  in  the  like  period 
a  year  earlier  .  .  .  Pepsi-Cola  re- 
ported that  earnings  for  the  first 
six  months  of  the  year  climbed  to 
a  record  $7,321,000  equal  to  $1.12 
per  share  compared  to  1961  mid- 
year earnings  of  $6,805,000  or  $1.05 
a  share  .  .  .  For  the  first  six  months 
of  the  year,  Minnesota  Mining  and 
Manufacturing  reported  sales  of 
$334,512,372  with  net  income  of  $38,- 
750,260,  equal  to  75  cents  a  share. 
This  compares  with  sales  of  $293,- 
575,905  and  net  income  of  $34,469,- 
183  or  67  cents  a  share  for  the 
period  a  year  ago  .  .  .  Sterling  Drug's 
net  profit  for  the  six  months  ended 
30  June  was  $11,171,939,  or  $1.40 
per  common  share,  an  all-time  first 
half  high.  These  earnings  com- 
pare with  $10,811,018  or  $1.36  per 
share  for  the  1961  period.  Consoli- 
dated sales  for  the  first  six  months 
were  $117,812,909  compared  with 
$114,413,528  in  1961. 

PEOPLE  ON  THE  MOVE:  Edward  J. 
Stafford  to  the  post  of  divisional 
sales  manager  covering  division  I 
at  The  Sweets  Company  of  America 
.  .  .  Richard  H.  Wilbur  to  a  brand 
manager  for  Helene  Curtis  Indus- 
tries. 


Agencies 


Donahue  &  Coe  lost  its  major  tv 
piece  of  business,  Squibb's  Vigran 
vitamin  capsules  to  Benton  & 
Bowles. 

The  account  was  worth  around  $2 
million. 

In  tv  Squibb  has  been  concen- 
trating on  the  ABC  Evening  Report. 

Remaining  at  D&C  is  Squibb's 
Broxodent  electric  toothbrush. 

Papert,  Koenig,  Lois,  Doyle  Dane 
Bernbach  and  Kastor,  Hilton,  Ches- 
ley,  Clifford  &  Atherton  also  com- 
peted for  the  Squibb  account. 

Agency  appointments:  Hazel  Bishop 
of  Canada  Ltd.  to  Kenyon  &  Eck- 
hardt  Ltd.  of  Canada  .  .  .  Metro- 
media to  Albert  Frank-Guenther  Law 

for  a  financial  public  relations  pro- 


gram .  .  .  Maradel  Products  to 
Mogul,  Williams  &  Saylor,  Kastor, 
Hilton,  Chesley,  Clifford  &  Atherton, 
and  Kenneth  Rader  for  various  cos- 
metics and  toiletries  .  .  .  Porsche  of 
America  Corp.  to  Henry  J.  Kaufman 
&  Associates  of  Washington,  D.  C. 
.  .  .  Clark  Oil  and  Refining  ($1  mil- 
lion) to  Papert,  Koenig,  Lois,  from 
Tatham-Laird  .  .  .  Elanco  Products 
division  of  Eli  Lilly  to  Clinton  E. 
Frank  from  Henderson  Advertising 
.  .  .  Perini  Electronic  to  MacManus, 
John  &  Adams  .  .  .  Squibb's  Vigran 
Vitamin  ($2  million)  to  Benton  & 
Bowles,  from  Donahue  &  Coe. 

New  v.p.'s:  Charles  W.  Butler  and 
Fred  Gerlach  at  Gardner  .  .  .  James 
F.  Quinn  at  Edward  H.  Weiss  .  .  . 
John  R.  Burrill  at  William  Schaller, 
Hartfold,  for  new  business  and  crea- 
tive .  .  .  Keith  Frederickson  at  Sav- 
age-Dow, Omaha. 

PEOPLE  ON  THE  MOVE:  Phil  R. 
McTaggart  to  account  executive  and 
Paul  S.  Lessig  to  the  marketing  re- 
search department  at  Hoefer,  Die- 
terich  &  Brown,  San  Francisco  .  .  . 
William  Santoni  to  media  buyer  at 
Geyer,  Morey,  Ballard  .  .  .  Richard  W. 
Garbett  to  account  executive  at 
Kenyon  &  Eckhardt  .  .  .  Marian  B. 
Dennis  to  the  account  management 
group  at  Hoag  &  Provandie  .  .  . 
Lawrence  O.  Hogrefe  to  account  ex- 
ecutive on  the  Perma-lift  account  at 
Earle  Ludgin  .  .  .  Lincoln  Diamant 
and  Jay  Kacin  to  senior  producers 
in  the  commercial  production  de- 
partment of  Ogilvy,  Benson  &  Mather 
.  .  .  Robert  G.  Froemming  to  account 
executive  at  Allen  &  Reynolds  .  .  . 
A.  Stanley  Kramer  to  account  execu- 
tive at  Leo  Burnett  .  .  .  John  P.  C. 
McMurran  to  account  executive  at 
Garfield,  Hoffman  &  Conner  .  .  . 
Martin  Schwager  to  marketing  serv- 
ices director  of  K&E  .  .  .  Stanley 
Pulver,  formerly  of  Colgate,  to  as- 
sociate media  director  at  Lynn 
Baker. 

Kudos:    John    C.    Cornelius,    senior 

consultant  to  BBDO  Twin  Cities, 
was  the  recipient  of  the  1962  Dis 
tinguished  Service  Award  from  the 
AFA. 


Associations 


The  Colorado  Broadcasters  Assn. 
would  like  it  known  that  its  new 
officers  have  been  elected. 

Bob  Martin  of  KMOR,  Littleton  is 
president,  Jerry  Fitch  of  KGLN, 
Glenwood  Springs  is  vice  president, 
and  Ralph  Atlass  of  KIUP,  Durango 
is  secretary-treasurer. 

New  directors  elected  to  three- 
year  terms  are  Ralph  Atlass  and 
Russ   Shaffer  (KBOL,    Boulder). 

LeRoy  Collins  had  a  bit  of  armchair 
psychology  for  those  gathered  at  the 
joint  meeting  of  the  Georgia  and 
South  Carolina  Broadcasters  Associ- 
ations. 

The  NAB  president  urged  the  in- 
dustry to  shed  what  he  called  its 
"deeply  entrenched  defensive  com- 
plex" and  move  toward  stronger  self- 
discipline. 

A  more  solid  front  behind  the 
NAB  Codes  of  Good  Practices  will 
stave  off  both  "the  law  of  the  jun- 
gle" and  the  dictum  of  the  bureau- 
crat,  Collins  said. 

NAB  president  LeRoy  Collins  will 
be  guest  speaker  at  the  annual  Fall 
Meeting  of  the  Oregon  Assn.  of 
Broadcasters. 

The  conclave  is  set  for  20  Novem- 
ber at  the  Sheraton-Portland. 

PEOPLE  ON  THE  MOVE:  Paul  B. 
Comstock  to  vice  president  for  gov- 
ernment affairs  of  the  NAB,  effec- 
tive 1  September. 

TV  Stations 

A  proposal  has  been  made  to  Presi- 
dent Kennedy  to  consider  the  crea- 
tion of  a  new  White  House  post,  that 
of  Broadcast  Secretary. 

The  suggestion  was  made  by  Rich- 
ard S.  Aldrich,  Republican  candidate 
in  Manhattan's  19th  Congressional 
District. 

Aldrich  stated  that  "radio  and  tv 
have  totally  proved  their  competence 
and  importance  as  vital  communi- 
cations media  and  deserve  a  status 
comparable  to  that  of  the  press." 
i  Please   /um   to  /></,«<•  64) 


58 


SI'ONSttK 


\:\   \i«.i  st   1962 


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


13  AUGUST  1962 

Copyright   1962 

SPONSOR 

PUBLICATIONS  INC. 


WASHINGTON  WEEK 


The  President's  new  consumer  advisory  council  will  not  only  be  a  second 
Federal  Trade  Commission  and  a  second  Food  and  Drug  Administration,  but  it  will 
also  serve  to  keep  the  original  bodies  on  their  toes. 

It  looks  like  advertisers  and  merchandisers  are  in  for  a  two-pronged  squeeze. 

Shaping  up  for  the  new  body  is  a  role  as  overseer  of  all  government  activities 
under  the  general  heading  of  protection  of  consumers.  Exact  guidelines  haven't  been 
drawn,  but  there  is  some  fear  that  the  advisers  could  even  go  so  far  afield  as  to  consider  tv 
programing. 

More  certain  is  intervention  in  such  fields  as  ad  claims  and  allegedly  deceptive  packaging. 
The  latter  has  been  hit  on  a  tentative  basis  by  Food  and  Drug,  which  has  seized  some  instant 
coffee  on  the  grounds  that  the  cost  per  ounce  in  the  "large  economy  size"  was  greater  in  one 
shipment  than  in  the  small  size.  If  the  action  is  successful,  a  pattern  will  have  been  set. 

Neither  Food  and  Drug  nor  the  FTC  is  likely  to  resent  what  appears  to  be  certain  en- 
croachment on  their  fields,  since  recommendations  will  be  action  through  the  existing  agen- 
cies. FTC,  for  one,  has  been  getting  tougher  and  would  like  to  speed  up  this  process,  subject 
to  available  manpower. 

FTC  has  trouble  getting  funds  approved  by  Congress,  however,  and  the  feeling  is  that  if 
the  President's  new  advisory  group  stirs  up  the  dust  enough  the  pursestrings  might 
be  loosened. 

Where  the  new  group  will  begin  and  where  it  will  end  still  remains  something  of  a  mystery. 
It  has  just  recently  been  named,  and  it  will  set  out  its  own  objectives  when  it  gets  rolling.  There 
is  no  doubt  in  the  world,  though,  that  this  will  be  another  very  large  cloud  in  the  darken- 
ing regulatory  picture  for  advertisers. 

FCC  hopes  that  FM  will  take  up  the  slack,  after  at  least  temporary  freeze  on  new 
AM  applications. 

The  commission  looks  to  increasing  popularity  of  fm.  plus  availability  of  channels  in 
many  places,  not  only  to  take  the  heat  off  of  what  it  regards  as  overcrowded  am.  It  also 
hopes  that  an  expanding  fm  will  finally  dispose  of  the  long  nagging  am  daytimer  problem. 

FM  signals,  like  TV,  are  so-called  line-of-sight  and  don't  create  nighttime  interference 
problems  like  am.  FCC  priorities  in  assigning  fm  channels  are  eloquent.  The  first  is  to 
disturb  existing  assignments  only  if  absolutely  necessarv.  But  beyond  that  a  first  fm  station 
to  as  much  as  the  U.S.  as  possible,  with  emphasis  on  those  communities  now  without  a  local 
nighttime  service.  This  hits  the  argument  of  daytimers  for  longer  operating  hours 
where   they   are   the   only   local    stations,  and  their  main  argument  at  that. 

Stations  hit  by  FCC  "death  penalties"  for  a  variety  of  reasons,  most  notably 
big-market  KRLA,  can  hope  in  appeals  for  reconsideration  to  be  given  a  trial  before 
they  are  hung. 

There  has  been  no  difference  of  opinion  among  Commissioners  to  justify  any  optimism 
that  decisions  will  be  changed.    It  will  be  necessary  in  all  cases  to  appeal  to  the  Court?. 

Stations  wishing  to  appeal  to  the  Courts  need  not  actually  go  off  the  air  until  and  unless 
they  fight  their  cases  all  the  way  to  the  Supreme  Court  and  lose.  FCC  policy  is  to  grant  stays 
of  execution  until  the  last  legal  bridge  has  been  crossed. 

Court  appeals  have  some  danger  for  broadcasters  generally.  Any  strongly  worded 
Supreme  Court  backing  for  FCC  power  to  cancel  licenses  or  to  refuse  to  renew 
could  only  act  as  a  goad  to  the  Commission  to  go  farther  and  faster  along  these 
same  lines. 


SPONSOR 


13    ATTCTTST    1062 


59 


m 


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


SPOT-SCOPE 


13  AUGUST  1962  One  of  the  hottest  prospects  in  the  spot  tv  hopper,  expected  to  act  any  minute 

copyright  IM2  now,    is    Ovaltine,    out   of   Tathain-I.ai rd. 

sponsor  The  Wander  Company,  makers  of  Ovaltine.   are  also  adding  to   their  confection  line 

publications  inc.  another  new  candy  bar  which  is  expected  also  to  figure  importantly  in  fall  spot  plans. 

Chicago  reps  have  begun  to  feel  the  results  of  the  winter  wanderlust  which 
prompted  the  move  of  two  active  spot  accounts  to  the  Doyle  Dane  Bernbach  shop 
there. 

The  migrants  in  question  are  Rival  Dog  Food,  which  departed  Needham,  Louis  & 
Brorby  and  Cracker  Jack  which  left  Burnett.  The  reason  behind  the  midwest  reps'  regret: 
DDB  there  has  no  media  department  and  the  buying  is  being  done  out  of  New  York. 

Although  neither  of  these  two  accounts  will  seriously  affect  the  Chicago  economic  picture, 
it's  still  a  loss  for  central-region  sellers.  The  call  went  out  several  weeks  ago  to  their  New  York 
counterparts  (see  16  July  SPOT  SCOPE)  for  Cracker  Jack  tv  kid  show  minutes  to  run  17 
September  through  15  December  and  Rival  embarked  two  weeks  ago  on  an  extensive  36-week 
tv  spot  campaign  in  flights. 

As  far  as  Chicago  and  the  rest  of  the  midwest  are  concerned,  the  third  quarter 
ought  to  be  a  record  breaker  for  spot  tv  judging  from  the  amount  of  business  done 
in  those  quarters  last  week. 

A  glimpse  at  the  roster  of  Chicago  accounts  activating:  Campbell's  Franco  American 
Gravies,  Kraft  for  Miracle  corn  oil  margarine,  P&G's  Mr.  Clean  heavying  up  existing  schedules 
and  adding  scattered  markets,  Betty  Crocker  for  Blueberry  Muffin  Mix. 

St.  Louis  has  also  broken  loose  all  of  a  sudden,  with  these  accounts  buying  tv:  Southwest- 
ern Bell  Telephone,  Pet  Milk's  Sego,  Purina  Dog  Chow.  Grove  Labs  Bromo  Quinine. 

Kansas  City  was  also  heard  from,  involving  notably  Skelly  Oil.  Butherford  Food, 
Faultless  Starch. 

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

SPOT  TV  BUYS 

Campbell  Soup  is  buying  for  a  17  September  start  on  behalf  of  Franco  American  Gravies. 
The  request  is  for  strictly  a  female  audience  and  end  of  the  week  shopping  days  only  are  being 
bought.  Time  segments:  day,  fringe  and  late  night  minutes.  Agency:  Leo  Burnett.  Buyer: 
Kloise  Beatty. 

Kraft  is  lining  up  markets  for  its  recent  entry  into  the  corn  oil  margarine  field  under  the 
Miracle  label.  Schedules  start  2  September  and  continue  for  10  weeks.  Time  segments:  day- 
time minutes.    Agency:  Needham,  Louis  &  Brorby.    Buyer  is  Mark  Oken. 

Hetty  Crocker  is  buying  a  four-week  schedule  for  its  Blueberry  Muffin  Mix.     The  buying  is 
being  handled  by  Needham.  Louis  &  Brorby  and  John  Stetson  is  the  buying  contact. 
Southwestern  Bell  Telephone  Company  is  seeking  prime-time  chain  breaks  to  promote 
the  Yellow  Pages.  Campaign  is  a  19-week  run  starting  next   week.   20  August.   Gardner  is  the 
agency. 

Pet  Milk  i9  going  back  in  heavily  for  Sego.  The  request  is  for  day  and  fringe  minutes  for  a  3 
September  start.  The  campaign  is  for  25  weeks,  with  two  hiatus  periods  falling  at  Thanksgiving 
and  Christmas  time.    Agency:  Gardner. 

Purinu  Mills  is  investing  very  big  budgets  in  a  15-week  schedule  for  its  Dog  Chow.  It's  usinj> 
prime  and  fringe  minutes  and  chainbreaks  for  2  October  starts,  with  buying  being  done  out  of 
Gardner. 

40  sponsor     •     13  august  1962 


SPOT-SCOPE  continued 


Gro%e  Laboratories  is  lining  up  markets  for  a    15    October    kick    off    <>n    behalf    of    Brnmn 

Quinine.  Schedules  of  nighttime  minutes  are  slated  for  22-week  runs.    The  agency:  Gardnei 

Skelly  Oil  Co.,  Kansas  Citv  wants  prime  chain   breaks   and    I.D.'s   for   10-week   schedules   t<> 

kick  off  on  23  September.  The  account  is  handled  out  of  Bruce  B.  Brewer. 

Rutherford  Food  Company  is  returning  to  spot  tv  after  an  absence  of  about  five  years.  The 

account  is  now  requesting  avails  for  its  HyPower  Brand  of  canned  meats,  also  out  of  Bruce  B. 

Brewer.  Kansas  City. 

Faultless  Starch  is  going  into  several  selected  markets,  buying  an  eight-week  campaign.  Time 

segments:  I.D.'s.  Schedules  will  be  launched  on  5  September.     Agency:  Brewer. 

Procter  &  Gamble  is  seeking  nighttime  minutes  to  promote  its  Downy  Fabric  Softener.  The 

campaign  starts  2  September  and  runs  through  30  June  1963.  The  agency  is  Grey  and  Joel 

Siegel  is  the  buyer. 

Gold  Medal  Candy  Corp.  is  buying  on  behalf  of  Bonomo  Turkish  Taffy.     Schedules  of  kids 

minutes  kick  off  on  17  September  for  10  weeks.   Agency:   Mogul  Williams  &   Savior   and   the 

buyer.  Joyce  Peters. 

Lever  Brothers  is  buying  for  Dove,  with  schedules  of  fringe-time   minutes   to   start   on    16 

September.  The  campaign  is  for  six  weeks.  Agencv :    Ogilvv.    Benson    &    Mather.    Buyer:    Tom 

Lawson. 

Bumble  Bee  Tuna  Fish  is  lining  up  selected  markets  for  a  campaign  to  start  later  this  month. 

27  August,  for  10  weeks.  Time  segments:  night  and  dav  minutes,  chainbreaks  and  I.D.'s.  Agency 

is  Richard  K.  Manoff. 

Peter  Paul  will  launch  a  campaign  on  23  September.  Schedules  are  set  to  run  for  11  weeks. 

using  earlv   and   late  fringe  minutes.      Agencv:    Dancer-Fitzgerald-Sample.       Buver:    Marty 

Chapman. 

National  Federation  of  Coffee  Growers  of  Columbia  is  seeking  minutes  and  I.D.'s  for  a 

campaign  to  promote  Columbian  coffee.  Schedules  are  to  start  9  September  and  run  for  13 

weeks  in  several  markets.    The  agency  is  Doyle  Dane   Bernbach   and   the   buver   is   Charlotte 

Corbet. 

Gerber  Products  is  lining  up  markets  for  its  latest  drive  on  behalf  of  its  baby  foods.    The  re- 

auest  is  for  daytime  minutes  to  start  the  first  of  October  for  eisht  weeks.  D'Arcv  is  buving  for 

the  account  and  Bob  O'ConneD  is  the  contact. 

General  Foods  will  start  schedules  on  9  September  which  will  run  through  24  November  on 

behalf  of  La  France  laundry  products.  Time  segments:  davtime  minutes.  Agency:  Foote.  Cone  & 

Belding.  Buver:  Dave  Logan. 

Fels  is  also  starting  on  9  September  with  daytime  and  fringe  minutes.  The  campaign  is  set  to 

continue  for  13  weeks.    Agencv:  Richard  K.  Manoff. 

Vmerican  Home  Products  wants  schedules  to  start  as  soon  as  possible  and  continue  through 

mid-October  on  behalf  of  Black  Flag  insecticide.  The  buving's  being  done  out  of  Ted  Bates  by 

Tom  Clancev. 

SPOT  RADIO  BUYS 

B.  T.  Babbitt  is  back  on  the  radio  buying  line  for  the  first  time  this  vear  for  Oakite.  The 
campaign,  using  multiple  markets,  is  based  on  participation  in  Housewife's  Protective  League 
shows  with  a  live  copv  approach.  Markets  bought  include  Los  Angeles.  New  York.  Philadelphia 
and  Boston.  Schedules  will  run  for  three  more  weeks.  Agencv:  Gever.  Morev.  Ballard.  Buver: 
Bob  Kutsche. 

Robert  Hall  kicks  off  on  16  August  with  a  16-week  campaign  in  about  200  markets.  Time 
segments:  minutes,  about  21-35  per  week.  Agencv:  Arlcivright.  Buver:  Jim  Hackett.  (For  more 
details  see  SPONSOR-SCOPE,  page  24.) 

Dynacolor  Corp.  is  in  five  or  9lx  test  markets  including  Washington,  D  C,  Los  Angeles  and 
Atlanta  with  two-three  adult  stations  per  market  in  a  saturation  campaign  for  its  photographic 
products.  Campaign  runs  through  Labor  Day.  using  weekend  drive-time  minutes.  Agency: 
Geer.  DuBois.    Buyer:  Penny  Schmidt. 

sponsor     •     13  aucust  1962  61 

i 


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


SPONSOR  HEARS 


13  AUGUST  1962  Y&R  management  may  not  know  it  but  rep  salesmen  haven't  taken  warmly  to 

copyright  i9»2  the  agency's  adoption  of  a  field  service  unit  (see  30  July  SPONSOR-SCOPE). 

sponsor  The  salesmen  suspect  that  what  with  computers  processing  availabilities  and  the  unit 

publications  inc.  roaming  around  their  stations  the  rep  contact  function  has  all  the  marks  of  being  re- 

duced to  errand  boy. 

Y&R's  rejoinder  to  this:  the  unit's  function  is  not  to  bargain  or  negotiate  but  rather  to 
(1)  gather  information  that  will  add  to  the  efficiency  of  Y&R's  media  service  and  (2) 
become  saturated  with  knowledge  of  local  markets  so  that  a  member  of  the  unit  will  eventu- 
ally be  well  equipped  when  he  takes  over  as  a  buyer  in  the  home  office. 


The  sales  head  of  one  of  tv's  perennial  durable  accounts  has  developed  a  strong 
irritation  about  stations  that  contact  his  Mix's  on  having  a  market  included  in  the 
company's  spot  list. 

The  executive  figures  that  it's  not  cricket  for  media  to  make  a  manufacturer's  rep- 
resentative unhappy  about  his  market's  advertising  status. 

Hence  when  this  sales  chief  gets  a  griping  letter  from  an  MR  on  this  subject  he  relays  it 
to  the  agency  with  the  admonition  not  to  include  on  the  schedule  at  any  time  the  sta- 
tion that  stirred  up  the  MR. 

Jack  D.  Parker,  Saginaw,  Mich.,  adman,  thinks  that  SPONSOR  HEARS  gave 
Ted  Malone  a  bad  shuffle  when  it  noted  that  Ed  Sullivan  is  likely  the  longest-ex- 
tant personality  in  air  media,  having  come  into  radio  in  1931. 

Reminds  Parker:  Malone  faced  his  first  mike  back  in  the  20's  and  that  he's  still  at  it  with 
daily  transcribed  story-telling  shows  in  Michigan,  Maine  and  elsewhere,  and  with  a 
line  of  sponsors. 

NBC  TV  got  the  nod  for  the  World  Series  of  Golf  series  (8-9  September) 
mainly  for  the  reason  it  would  be  able  to  deliver  the  six  live  holes  in  color. 

Zenith,  the  special's  No.  1  sponsor,  is  in  the  color  set  business  and  it  saw  in  the  special 
an  opportunity  to  make  promotional  ballyhoo  for  that  line. 

Incidentally,  it  looks  like  at  least  $50,000  will  be  spent  to  merchandise  the  swing- 
ing and  putting  of  Arnold  Palmer.  Gary  Player  and  Jack  Nicklaus. 

Tv  stations  might  take  what  happened  in  the  case  of  Hazel's  eventual  rating  as 
something  for  self  contemplation  when  they  try  to  relate  their  conception  of  local 
mores,  etc.,  to  the  potential  acceptance  of  a  program. 

JWT  had  to  work  on  about  40  NBC  TV  affiliates  for  clearance  of  Hazel  and  the  reason  a 
large  percentage  of  the  stations  gave  for  sidestepping  the  show:  the  vast  bulk  of  our  view- 
ers don't  have  a  maid  and  we  can't  imagine  their  going  for  a  program  in  which 
flic  central  character  wears  a  white  cap  and  apron. 

The  Miss  America  Pageant  Finals  of  9  September  1961  should  have  been  prop- 
erly included  among  the  15  programs  which  on  individual  occasions  achieved  the 
highest  average  audience  percentages  for  the  1961-62  season,  according  to  Nielsen. 

The  Pageant  Finals  pulled  a  41.8  AA%.  In  terms  of  average  homes  this  came  to 
19,604,000,  which  is  even  more  than  that  scored  for  the  Academy  Awards  (18,179.000  homes) . 


I 


62 


SPONSOR       •       13    AUGUST   1962 


EVERYBODY'S 

JUSBMY 

0NW5B 

RADIO 


Anybody  can  have  an  interview  on  WSB  Radio.  Not  just  big  folks,  but 
little  folks,  too.  This  is  what  makes  WSB's  interviews  so  interesting  and 
enjoyable.  Each  is  tailored  for  a  particular  time  slot.  When  it  comes  on 
the  air,  it's  fresh,  crisp  and  to  the  point.  Entertaining  interviews  are 
blended  with  other  WSB  Radio  programming  ingredients  to  deliver 
Atlanta  and  much  of  Georgia. 


ATLANTA'S 

wsb  radio 


Affiliated  with  The  Atlanta  Journal  and  Constitution.  NBC  affiliate.  Associated  with  WSOC  WSOC-TV,  Charlotte;  WHIO,  WHIO-TV,  Dayton. 


DNSOR      •       13   AUGUST    1962 


63 


WRAP-UP 

(Continued  from  page  58) 

Pointing  to  the  advent  of  Telstar, 
Aldrich  noted  that  electronic  jour- 
nalism is  becoming  increasingly 
complicated,  necessitating  an  expert 
to  advise  the  President  on  the  fast- 
occurring  developments. 

A  new  TvB  presentation  aimed  at 
food  stores  is  "The  Super  Medium 
for  Markets." 

The  brochure  gives  factual  data  on 


food  sales  and  distribution,  compara- 
tive media  figures,  tv  success  stories, 
etc. 

Ideas  at  work: 

•  KRON-TV,  cameras  enabled  a 
huge  feminine  audience  to  preview 
fall  fashions  from  their  own  homes 
when  the  station  covered  the  eighth 
annual  San  Francisco  Fashion  In- 
dustries Union  Square  Fashion  Shows 
recently.  Another  KRON-TV  idea:  the 
station    is   turning   to    little   theater 


VAN 


JOHNSON  -JuDYGARiAND 


Z***H. 


Jean 


**5g 


M06AMBO 

Clark  Gable  Grace  Kelly 


fi/t  flh*  k,       ROKRITAYIOR 

to-     °nOTU^  iZPiLJlUl   ftFAHORPARKfR 


llsz. 


MOVIES  ARE  BEt^ER  THAN  EVER! 

A 

And  Pittsburgh's  great  movie  station  — 
WIIC— has  a  wealth  of  fine  M-G-M  and 
20th-Fox  films  that  will  sell  for  you! 

Spots  are  now  available  in: 

SATURDAY  NIGHT  AT  THE  MOVIES  Part  II 

(11:10  p.m.  Saturdays) 

SUNDAY  AFTERNOON  AT  THE  MOVIES 

(1 :00  p.m.  Sundays) 


WIIC 


CHANNEL  11 
PITTSBURGH 


Represented  nationally  by  Blair-TV 


groups  for  material  and  actors  and 
as  the  first  step  in  this  direction  is 
running  a  contest  for  original  one- 
half  hour  tv  scripts. 

Financial   report:  Taft  Broadcasting 

profit  before  taxes  for  the  first  fiscal 
quarter  ended  30  June  was  $1,266,357, 
up  32%  from  $956,892  for  the  prior 
year's  first  fiscal  quarter.  Revenue  for 
the  quarter  rose  to  $3,057,975  from 
$2,606,162  while  net  income  in- 
creased 26%  to  $578,541  from  $460,- 
683. 

New  quarters:  Pulse's  West  Coast 
office  has  taken  additional  space  at 
6399  Wilshire  Boulevard,  earmarked 
for  production  use  only.  Paul  Synder 
moves  from  headquarters  in  New 
York  to  head  up  the  production  staff. 

Kudos:  President  Kennedy  saluted  in 
a  telegram  to  WJW-TV,  Cleveland  the 
station's  annual  "Junior  Olympics" 
program  .  .  .  Major  John  P.  Dillon, 
in  civilian  life  the  promotion  mana- 
ger of  WBTV,  Charlotte,  was  selected 
to  participate  in  a  special  staff  visit 
to  observe  Air  Force  operations  in 
Europe.    He  returns  on  18  August. 

PEOPLE  ON  THE  MOVE:  Don  Sbarra 

to  vice  president  and  general  man- 
ager of  KARD-TV,  Wichita  and  the 
Kansas  State  Network  .  .  .  James  S. 
Gessner  to  account  executive  at 
WCBS-TV,   New  York. 

Radio  Stations 

More  than  300  d.j.'s  will  be  in  St. 
Louis  on  17-19  August  for  the 
seventh  annual  convention  of  the 
National  Assn.  of  Radio  Announcers. 

The  place:  the  Sheraton-Jefferson 
Hotel. 

In  addition  to  state  and  local  dig- 
nitaries, an  address  will  be  de- 
livered by  Andrew  Hatcher,  deputy 
press  secretary  to  the  President. 

Plough  Broadcasting  is  staying  right 
on  top  of  advancements  in  elec 
tronics  with  the  institution  of  a  new 
musical  format. 

The  new  format  is  described  as 
first,  conforming  entirely  to  the  popu- 


01 


SPONSOR 


13  August  1962 


lar  musical  taste  with  a  "toe-tap- 
ping, finger-snapping  beat"  and  sec- 
ond, using  IBM  machines  to  pro- 
gram the  records  for  a  full  week  of 
broadcasting.  (There  are  over  60,000 
individual  music  recordings  cata- 
logued on  the  IBM  cards  and  the 
processing  selects  each  tune  to  be 
played  according  to  a  master  for- 
mula.) 

The  new  programing  technique  is 
being  tried  on  WJJD,  Chicago  and 
WCOP,  Boston. 

Incidentally,  radio  time  buyers 
can  win  prizes  valued  at  $9,000  by 
coming  up  with  the  best  single 
I  word,  coined  word  or  phrase  of  less 
than  10  words  to  describe  the  new 
Plough  "musical  sound." 

Ideas  at  work: 

•  WIP,  Philadelphia,  on  learning 
that   the    Bonsai    Military    Marching 

'Band  from  New  Jersey,  the  only 
[marching  band  invited  to  represent 
'the  U.S.  in  the  World  Music  Festival 
in  Holland,  didn't  have  the  money  to 
make  the  trip,  solicited  listeners 
for  contributions  and  helped  the 
group  reach  its  goal  of  $28,000. 

•  KPRC,  Houston  has  presented 
ian  anthem  to  the  city  called  "The 

Sound  of  Houston."  The  special 
igold    record    composed    by    Johnny 

Mann,  was  given  to  Houston  Mayor 
iLewis  Cutrer. 

•  WWDC,  Washington,  D.  C.  has 
.found  an  additional  use  for  its  Sat- 
ellite Studio.  Each  Friday  night 
throughout  August  it  will  be  used  as 
a  "Swinging  Satellite  Safari"  for 
[dancing  in  the  streets  under  the 
stars.  It  will  move  to  a  different 
location  each  week. 

•  On  "Portable  Radio  Night"  15 
August,  WCCO  will  award  several 
transistor  clock  radios  during  the 
.Minnesota  Twins-New  York  Yankee 
game  to:  president  and  manager  of 
Ithe  home  club,  all  Twins  who  hit 
nome  runs  against  the  Yankees,  the 
A/inning  Minnesota  pitcher,  fans  in 
Ithe  stands  following  the  game  on 
A/CCO,  listeners  who  win  a  write-in 
:ontest. 

■"inancial  report:  Rollins  Broadcast- 
ing reported  net  earnings  for  the 
i'ear  ended  30  April  were  $437,396  or 


46  cents  per  share  on  revenues  of 
$6,395,312.  This  compares  with  net 
earnings  before  special  credits  of 
$358,553  or  40  cents  per  share  on 
revenue  of  $4,401,773  for  the  com- 
parable period  a  year  ago. 

Football  sales:  Nearly  two  months 
before  the  first  kickoff,  WCCO  has 
signed  an  all-star  lineup  of  sponsors 
for  the  University  of  Minnesota  sea- 
son. Twin  City  Federal  Savings  and 
Loan  and  Mileage-Direct  Service 
Gasoline  will  present  the  play-by- 
play; Northwestern  Bell  Telephone 
will  sponsor  the  25  minute  "Football 
Preview"  and  Pako  Photo  has  the 
half-hour  "Football  Review";  Velie 
Sales  has  the  one-minute  spot  pre- 
ceding and  following  the  games  and 
the  "Football  Scoreboard."  .  .  . 
WTMJ,  Milwaukee  sold  the  Green 
Bay  Packer  exhibition  and  league 
games  to  Thorp  Finance  and  La 
Palina  cigars.  Sponsorship  includes 
a  seven-station  network  throughout 
the  state  ...  A  full  spot  schedule 
surrounding  the  49er  broadcasts  on 
KSFO,  San  Francisco  includes  State 
Farm  Insurance,  Citizens  Federal 
Savings  and  Loan,  Leopard  Cafe. 

Retirement:  Larry  Walker,  executive 
vice  president  of  Carolina  Broad- 
casting which  owns  and  operates 
WSOC-TV  and  radio,  Charlotte,  will 
retire  on  1  October.  C.  George 
Henderson,  current  general  sales 
manager  of  the  tv  station  will  be- 
come vice  president  in  charge  of 
tv  and  Henry  Sullivan  will  hold  the 
same  title  for  radio. 

PEOPLE  ON  THE  MOVE:  Walter  A. 
Schwartz  to  assistant  general  man- 
ager of  WINS,  New  York  .  .  .  William 
H.  Aaron,  Jr.  to  sales  manager  of 
WDTM,  Detroit,  replacing  George  S. 
Milroy  who  becomes  national  sales 
manager  of  the  station  .  .  .  Anthony 
Lanzone  to  account  executr  e  of 
WEJL,  Scranton  .  .  .  George  Mazarr 
to  account  executive  of  WLS.  Chi- 
cago .  .  .  Arthur  Harrison  to  sales 
manager  for  WINS,  New  York  .  .  . 
Roger  Coleman  to  vice  presidert 
and  general  manager  WQXR,  New 
York  .  .  .  Franz  Allina  to  director  of 
public     relations     for     the     Straus 


Broadcasting  Group,  including 
WMCA,  New  York  and  Radio  Press 
International  .  .  .  Richard  F.  Palm- 
quist  to  sales  manager  at  KMEO, 
Omaha  .  .  .  Richard  E.  Burris  to  di 
rector  of  a  newly-created  research 
and  special  promotions  department 
at  WLDM,  Detroit  .  .  .  Thomas  B. 
Wilson,  chief  executive  officer  of 
Resort  Airlines  to  manager  of  KHOW, 
Denver  .  .  .  Maurey  Rosen  to  retail 
sales  manager  at  KWKW,  Pasadena. 

The  QXR  Network  has  prepared  an 
elaborate    pitch    to    auto    makers. 

According  to  the  network,  its 
1,800,000  fm  homes  spend  approxi- 
mately $881  million  annually  to  buy 
an  average  of  229,000  new  cars. 

National  fm  audience  figures 
show  that  nearly  half  of  the  three- 
or-more  car  families  in  the  country 
are  fm  families  and  4,250,000  fm 
families  own  and  operate  two  cars. 

The  QXR  Network  audience  alone 
owns  over  $2  billion  worth  of  auto- 
mobiles bought  new  and  a  recent 
national  survey  of  3,872,600  families 
planning  to  buy  a  new  car  within  six 
months  disclosed  that  50.7%  were 
fm  families. 

At  the  annual  meeting  of  the  FM 
Broadcasters  Assn.  of  Southern  Cal- 
ifornia Jack  Kiefer  of  KMLA,  Los 
Angeles  was  elected  president  for 
the  coming  year. 

Sleepie  Stein  (KNOB,  Long  Beach) 
was  named  vice  president,  Bj  Ham- 
rick  (Western  FM  Sales)  was  re- 
elected secretary. 

Sign  on:  WMMM  (FM)  will  start  sun- 
rise-midnight broadcasting  on  1 
September.  The  Westport,  Conn, 
outlet  will  duplicate  regular  am  pro- 
graming during  the  day  and  con- 
tinue with  independent  programing 
of  good  music  after  sundown. 


Networks 


ABC  TV,  like  both  CBS  TV  and  NBC 
TV,  is  offering  an  election  night 
package. 


-PONSOR 


13  august  1962 


65 


ABC  TV  is  quoting  $400,000  for  full 
sponsorship,  which  provides  30  com- 
mercial minutes. 

The  price  tag  for  half  of  the 
night's  package  is  $225,000,  allowing 
15  commercial  minutes. 

Sales:  ABC  TV's  coverage  of  the  1962 
American  Football  League  schedule 
to  Goodyear  (Y&R).  .  .  .  ABC  TV's 
"Tennessee  Ernie  Ford  Show"  to 
Campbell  Soup  for  Monday-Friday 
participation  starting  17  September. 
Buy  was  made  via  Needham,  Louis 
&  Brorby.  .  .  .  P&G  (Benton  & 
Bowles)  will  again  sponsor  "Holly- 
wood: The  Golden  Years"  when  NBC 
TV  reruns  the  special  on  18  Septem- 
ber. .  .  .  Kraft's  confectionery  divi- 
sion bought  four  alternate  quarter 
hours  on  NBC  TV  daytime,  via  FC& 
B.  On  an  annual  basis  this  would 
come  to  $1.3  million.  .  .  .  Maxwell 
House  (B&B)  has  bought  one  spot 
in  each  of  ABC  TV's  "Father  Knows 
Best,"  "Leave  it  to  Beaver,"  and 
"ABC  Evening  Report"  from  27-30 
September.  .  .  .  ABC  TV's  "Roy  Rog- 
ers-Dale Evans  Variety  Hour,"  "The 
Gallant  Men,"  "The  Sunday  Night 
Movie,"  and  "The  Untouchables"  to 
American   Chicle  (Bates). 

Sports  note:  ABC  Radio  will  again 
broadacst  exclusively  all  Notre 
Dame  football  games  for  1962,  with 
Texas  American  Oil  the  sponsor. 


PEOPLE  ON  THE  MOVE:  Louis  I. 
Teicher  to  director  of  music  opera- 
tions for  CBS  TV.  .  .  .  Leon  Luxen- 
berg  to  director,  sales  promotion  and 
merchandising,  and  Norman  Ober  to 
director,  audience  promotion  at 
CBS  Radio.  .  .  .  John  McAvity  to  the 
new  position  of  ABC  TV  coordinator 
of  sales  planning. 

Station  Transactions 

KDEF  (AM  &  FM),  Albuquerque  has 
been  sold  for  $175,000,  subject  to 
FCC  approval. 

Buyer  is  the  White  Oaks  Broad 
casting  Co.  whose  president  and 
majority  stockholder  is  Thomas  J. 
Swafford.  He  is  a  former  CBS  Radio 
vice  president  and  general  manager 
of  WCAU,  Philadelphia. 

Previous  owner  of  the  ABC  affili- 
ate is  KDEF,  Inc.,  headed  by  Frank 
Quinn. 

Patt  McDonald  brokered  the  deal. 

Representatives 

The  Herald  Tribune  Radio  stations 
in  New  York  have  joined  the  parade 
of  group-owned  stations  to  self  rep- 
resentation. 

WFYI,  Garden  City  and  WGHQ, 
Kingston  will  assign  local  salesmen 
to  cover  national  and  regional  ac- 
counts; WVIP,  Mt.  Kisco  andWVOX, 
New  Rochelle,  will   be  sold   nation- 


Sensible  protection  when  yon  buy  or  sell 

You'll   never  regret    jmn    deri-ion   to   rel\    mi   mn    intimate 

knowledge   of   markets   and    actual    sales.    However,   you    may    very  well 

regret   taking  the  risk  of  selling  on  your  own.  We  see  the  total   picture  .  . 

opportunities  as  well  as  hazards.  Our  reputation  for  reliability 

i>   youi    l""-t   protection  ...  as  hundreds  ol    satisfied 

Blackburn   clients  know. 


BLACKBURN  &  Company, 

RADIO  •  TV  •  NEWSPAPER  BROKERS 
NEGOTIATIONS  •  FINANCING  •  APPRAISALS 


Inc. 


WASHINGTON,  D.  C.     CHICAGO 

[flames  W.   Blackburn 
llack  V.   Harvey 

I  Joseph   M.   Sitrick 
Cerard   F.   Hurley 
RCA   Building 
FEdcral   3-9270 


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


ATLANTA 

Clifford  B.  Marshall 
Stanley   Whitakcr 
John  C.  Williams 
1102  Hcaley  Bldg. 
lAckson   5-1576 


BBVBRLY  HILLS 

C.  Bennett  Larson 
Colin   M.   Selph 
Bank  of  America  Bldg. 
9465  Wilshire  Blvd. 
Beverly   Hills,   Calif. 
CRestvicw  4-8151 


ally  through  a  joint  effort  by  both 
stations  originating  from  VIP-VOX 
radio  sales,  Westchester. 

The  National  Sales  division  of  RKO 
General  has  enlisted  the  services  of 
BAR  to  monitor  radio  programing  on 
its  stations. 

The  service  is  to  provide  agencies 
and  advertisers  with  proof  of  per- 
formance in  the  form  of  certified 
audio  tapes. 

BAR  will  monitor  both  a  specified 
hour  and  an  undisclosed  alternate 
hour  to  assure  the  pre-selected  time 
period  is  truly  representative  of  the 
station's  programing. 

The  system  is  now  in  operation  at 
five  of  the  seven  RKO  General  sta- 
tions. 

It's  refreshing  to  record  here  that 
the  proverbial  "rep  fraternity"  does 
rise  to  the  occasion  of  its  epithet 
every  so  often. 

One  recent  display  of  comradery: 
three  members  of  the  disbanded 
Everett-McKinney  firm  traveled  to- 
gether to  Select  Stations  (Dick  Wil- 
liams, Harry  Moline  and  Howard 
Rothenberg)  and  two,  Max  Everett 
and  Tom  Buchanan,  are  still  to- 
gether at  H-R. 

Rep  appointments:  WEAM,  Washing- 
ton, D.  C,  to  Katz WALA-TV  and 

radio,  Mobile-Pensacola  to  Select 
Station  Representatives.  .  .  .  WFLM, 
Ft.  Lauderdale  to  Herbert  E.  Groskin 
&  Company.  .  .  .  WQTY,  Jacksonville 
to  Boiling. 

New  quarters:  Broadcast  Time  Sales 

opened  a  branch  in  Milwaukee,  the 
first  of  a  series  of  regional  offices. 
The  next  field  of  expansion  is  Pitts- 
burgh. The  Milwaukee  address:  2560- 
70  North  32  Street.  Phone:  UPtown 
1-9788. 

PEOPLE   ON   THE   MOVE:  James  P. 

Smith  to  general  sales  manager  of 
Adam  Young.  He'll  be  replaced  as 
manager  of  the  Boston  office  by 
William  Queen,  most  recently  vice 
president  and  partner  of  New  Eng- 
land Spot  Sales.  .  .  .  Mortim  B.  Coley 
to  the  New  York  office  of  Tele-Radio 
&  Tv  Sales.  .  .  .  Timothy  J.  Canty  to 


66 


SPONSOR       •       13    AUGUST    1962 


account  executive  with  CBS  Radio 
Spot  Sales'  Chicago  office. 

Film 

The  Brunswick  Corp.  in  Chicago  is 
filming  a  series  of  26  one-hour 
shows,  "Top  Star  Bowling,"  which 
will  be  ready  for  fall. 

Filming  starts  in  Chicago  at  one 
of  Brunswick's  top  lanes,  with  a 
budget  around  $400,000. 

Brunswick  made  a  survey  of  sta- 
tions prior  to  this  undertaking  and 
determined  that  an  hour  show  was 
preferred  to  a  half-hour  and  that 
top  men  bowling  champs  were  more 
of  an  attraction  than  female  keg- 
lers. 

Brunswick  itself  will  be  syndicat- 
ing the  show,  with  this  ace  up  its 
sleeve:  it  can  market  the  series  on 
a  partially  pre-sold  basis  because 
of  its  own  spots  within  the  hour. 

Howard  Christensen  of  Brunswick 
is  supervising  the   project. 

NBC  Films  is  boasting  three  sales 
records  made  by  its  off-CBS  TV 
property  "Hennesey." 

The  show  has  grossed  $1,500,000 
in  less  than  four  months,  has 
earned  more  money  per  episode 
than  any  other  1962  syndication 
entry  and  will  be  seen  on  more  sta- 
tions this  fall  (close  to  100  so  far 
signed)  than  any  other  new  off-net- 
work release. 

The  network  film  arm  attributes 
the  success  of  the  series  to  several 
things,  notably:  its  for  sale  on  a 
one-per-week  basis  for  two  years,  fol- 
lowed by  an  option  to  strip  the  show 
daily;  the  comedy  flavor  of  the  se- 
ries makes  it  flexible  enough  for 
scheduling  in  any  time  period,  day 
or  night. 

Sales:  NTA's  post-1948  feature  film 
package  "61  for  61"  to  four  more 
markets  placing  the  package  on  a 
total  of  132  stations.  .  .  .  Seven  Arts 
13  one-hour  tv  concert  specials  fea- 
turing the  Boston  Symphony  Or- 
chestra to  WFGA-TV,  Jacksonville 
and  WCSH-TV,  Portland  raising  total 
markets  to  20,  and  volume  three  of 
its  post-1950  Warner  Bros,  films  to 
four  more  stations,  upping  the  total 


to  71.  .  .  .  NBC  International  has 
sold  "The  Dick  Powell  Show"  in  its 
entirety  to  Sveriges  Radio  of  Sweden 
and  Radiofusion  TV  Beige  of  Bel- 
gium. .  .  .  Twentieth  Century-Fox 
TV's  "Adventures  in  Paradise"  to 
nine  stations,  bringing  the  total 
markets  to  45.  .  .  .  Allied  Artists  Tv's 
48  Bowery  Boys  features  to  four 
more  stations,  upping  total  markets 
to  15  in  the  first  month  of  release. 

Short   subjects:    Official    Films    has 

charted  a  marked  upswing  in  short- 
segment  film  programing.  Since 
mid-July,  the  company  has  sold  four 
libraries  of  film  series,  running  from 
one  minute  to  18  minutes  in  length, 
in  15  markets.  Properties  are  "Little 
Rascals,"  "Greatest  Headlines  of  the 
Century,"  "Almanac,"  and  "Sports- 
folio." 

Public  Service 

Just  as  a  point  of  interest  to  sta- 
tions actively  involved  in  or  about  to 
embark  on  editorializing,  here's 
what  a  few  stations  have  been  doing 
in  that  area  recently. 

•  WBZ,  Boston  broadcast  a  plea 
for  the  public  to  change  its  thinking 
about  transportation.  New  and  im- 
proved facilities  will  have  to  be  ap- 
proved and  paid  for  in  the  years  to 
come,  the  station  said,  and  positive 
action  will  come  only  if  the  public 
is  ready  to  accept  the  responsibility. 

•  WOLF,  Syracuse  urged  its  au- 
dience to  write  to  the  Public  Service 
Commission  in  Albany  and  demand 
a  public  hearing  on  the  proposed 
rate  increase  by  the  Syracuse  Tran- 
sit Corp. 

•  WTRY,  Albany-Schenectady-Troy 
is  endorsing  its  first  political  can- 
didate—Rep. Samuel  Stratton,  dem- 
ocratic nominee  for  the  Governor  of 
New  York. 

The  WLS  series,  "Chicago  Portrait" 
marked  its  second  year  on  the  air 
with  a  salute  to  modern  radio  on 
11  August. 

Listeners  got  a  "behind-the  scene" 
view  of  public  service  efforts,  com- 
munity action  programing  and 
broadcasting  techniques. 


SPONSOR 


13  algust  1962 


WLS  president  Ralph  Beaudin  and 
Martha  Crane,  president  of  Ameri- 
can Women  in  Radio  and  Tv,  spoke 
on  the  show. 

Public  service  in  action: 

•  KGO-TV,  San  Francisco  was  on 
hand  with  cameras  at  last  week's 
mass  naturalization  of  a  record  300 
immigrants  at  San  Francisco's  Ma- 
sonic Temple  Auditorium.  The 
Northern  California  Federal  District 
Court  waived  a  rule  barring  the  use 
of  tv  cameras  within  an  officially- 
designated    Federal    courtroom. 

•  WEJL,  Scranton  and  its  parent 
company,  The  Scranton  Times,  have 
offered  to  provide  $5,000  to  replace 
an  elephant  and  tiger  at  the  Nag 
Aug  Park  Zoo.  The  present  animals 
are  suffering  from  poor  health. 

•  Four  CBS  TV  affiliates  in  Flor- 
ida cooperated  to  produce  a  one- 
hour  program  on  the  opening  of  a 
special  session  of  the  Florida  legis- 
lature in  which  Governor  Farris  Bry- 
ant voiced  his  plan  for  reapportion- 
ment of  the  Legislature.  Partici- 
pating stations:  WJXT,  Jacksonville, 
WTVJ,  Miami,  WTVT,  Tampa  and 
WDBO-TV,  Orlando. 

•  WABC,  New  York  premieres  a 
new  program  on  26  August  called 
"Challenge:  '62,"  which  will  high- 
light many  of  the  major  problems 
faced  by  New  York  residents.  The 
series  will  be  aired   bi-weekly. 

Job  well  done:  KNX,  Los  Angeles 
which  has  long-recognized  the  good 
services  rendered  to  the  community 
by  the  Motor  Car  Dealers  Assns.  of 
Southern  California  and  Los  Angeles 
by  carrying  public  service  spots,  has 
been  presented  a  merit  award  for 
its  "exceptional  service"  by  the  two 
groups. 

Kudos:  WJBK,  Detroit  has  been  ac- 
corded national  recognition  for  its 
participation  in  the  1962  Teenage 
March  Against  Leukemia  conducted 
in  the  greater  Detroit  area  last  May. 
Honor  was  bestowed  by  Aiding  Leu- 
kemia  Stricken   American   Children. 

PEOPLE  ON  THE  MOVE:  Ray  Towns- 
end  to  director  of  news  and  public 
affairs  at  KSL-TV,  Salt  Lake  City.    ^ 


67 


1  N 

ALBANY 

SCHENECTADY 

AND 

TROY  .  .  . 

WRGB 
AGAIN 


Average 

quarter-hour  homes 

reached 

9  a.m. 

WRGB 

B 

C 

to 
Midnight 

60,900 

36,600 

28,500 

I 


"March,  1962,  ARB  Market  Report 
^TIIK   KATZ  AGEIVCY,  inc. 

;  ';  ,  National  Representatives 


the 

99 

i  s  h  v  i  1 

way 

station 
to  the 
central 
south 

w 

Way  ahead  with  the  news, 
WLAC-TV  won  4  out  of  5 
recent  top  news  awards. 

NBC  he 
City.    Pr 


.■s J,--:  J  &„.„_..      TIB 


Raymond  W.  Welpott  has  been  chosen 
executive  vice  president,  NBC  owned  sta- 
tions and  NBC  Spot  Sales,  succeeding  P.  A. 
(Buddy)  Sugg.  Welpott  has  been  vice 
president  and  general  manager  of  WRCV- 
;  ^^^  TV    and    radio,    Philadelphia    since    May. 

^H  1958.    In  his  new   position  he  will  continui 

/j  to    head    the    Philadelphia    stations,    head- 

^^^^^™  quartering    in    that    city.     Before    joining 

was  vice  president  of  WKY  Television  System,  Oklahoma 
eviously  he  was  manager  of  WRGB.  Schenectady. 


1 


Arthur  Harrison  joins  WINS,  New  York 
this  week  as  sales  manager.  Harrison 
comes  to  the  recently-acquired  Westing- 
house  Broadcasting  station  after  six  years 
as  sales  manager  of  WLIB,  a  leading  Ne- 
gro station  in  New  York.  A  native  New 
Yorker  who  has  worked  here  throughout 
most  of  his  career,  Harrison  brings  a 
wealth  of  sales  experience  to  his  new  post. 
He  began  his  affiliations  as  an  account  executive  at  WITH.  Baltimore 
and  media  supervisor  of  the  Harry  B.  Cohen  Agency. 


Ml 


billing 
\  iously 


achieve 

he  was 


Donald  W.  Frost  has  taken  over  as  sales 
manager  of  WIND,  Chicago,  succeeding 
Bennett  Scott  who  resigned  recently.  The 
new  sales  manager  brings  a  background  of 
20  years'  experience  in  radio  to  his  new 
post.  He  has  been  a  salesman  with  Peters. 
Griffin,  Woodward  since  1953,  achieving 
the  honor  of  "Colonel  of  the  Year"  in 
1().~>7.  Frost  set  a  record  for  the  highest 
in  a  month  and  in  a  year  to  earn  the  honor.  Pre- 
a  salesman  for  Weed  and  WCAI-TY.  Philadelphia. 


r>:: 


Alfred  R.  Stern  has  left  his  post  at  NBC 
to  enter  C  VI  \  s\  steins  management.  He 
becomes  chairman  of  the  hoard  and  c  hid 
executive  officer  of  newly-formed  Televents 
Corp.  \s  a  \  ice  president  of  the  network. 
Stern  has  also  been  chairman  of  NBC  In- 
ternational Ltd.  He  joined  NBC  in  L952 
as  project  officer  for  i\  programing.  In 
L955  he  became  assistant  to  Robert  Sar- 
noiT  and  in  '57  was  appointed  to  the  [nternation 
Stern   was  elected  a   vice  president   of   \P>C's  En 

SPONSOR       • 


13  august  1962 


frank  talk  to  l>wyers  of 

air  media  facilities 


The  seller's  viewpoint 


t/iluir  llumell.  general  manager  oj  Commercial  Producers,  Incorporated 

Boston,  has  been  active  ill  local  radio  sides  and  promotion  companies  for 
ninny  years.  He  has  developed  a  number  of  ideas  on  lion  national  spot  bill- 
ing can  be  raised.  In  this  article,  he  contrasts  the  success  oj  local  radio  with 
the  continuing  doldrums  of  national  spot,  and  suggests  that  the  fact  that  local 
radio  stations  often  suggest  actual  produced  commercial  approaches  to  their 
prospective  advertisers  may  account  for  a  good  part  of  the  edge. 


W 


Building  up  national  spot  radio 

hv    docs  national  spot  radio  continue  to  languish  in 


a  state  of  comatose?  And.  conversely,  win  is  local  radio 
flourishing  and  been  on  the  upbeat  for  man)  years?  This 
is  the  giant-sized  puzzler  which  lias  plagued  the  industry 
for  some  time  now.  \nd  with  reason,  of  course,  since 
much  has  been  theorized  about  how  to  remedy  the  situa- 
tion, and  various  efforts  made — without  dramatic  results, 
however. 

We  at  Commercial  Producers,  who  specialize  in  creat- 
ing and  producing  commercials  for  local  and  regional  ad- 
vertisers, feel  part  of  the  answer  lies  in  a  series  of  simple 
facts.  Local  radio  salesmen  sell  with  sound.  Local  radio 
salesmen  often  propose  concrete,  creative  ideas  for  a  radio 
commercial.  Local  radio  salesmen  sometimes  even  bring 
ideas  on  sound  on  tape — and  pla\  it  for  the  prospective 
buyer.  Local  radio  stations  often  work  with  companies 
such  as  ours — firms  which  produce  commercials  of  net- 
work calibre.  \nd.  often  local  radio  stations  produce 
their  own  commercials — and  sell  with  them. 

But  only  rarelv  sellers  of  national  spots  do  any  of  the 
foregoing.  In  mv  opinion,  herein  lies  a  major  roadblock 
to  national  spot  radio's  growth. 

You  may  think  that  this  approach,  which  admittedly 
has  been  most  successful  locally,  cannot  readil)  be  applied 
to  the  national  scene.  This  is  not  so,  and  I  am  not  alone 
in  this  opinion. 

Not  too  long  ago,  a  story  appeared  in  sponsor  report- 
ing a  Trendex  surve)  of  creative  directors  of  the  fort) 
highest  billing  agencies  in  the  country.  The  conclusion 
of  the  stud)  was  that  "radio  has  lost  mound  to  other  me- 
dia because  national  radio  sellers  have  failed  to  capture 
the  imagination  of  the  creative  people  at  advertising 
agencies." 

One  of  the  specific  questions  asked  of  radio  salesmen 
was,  "Are  you  regularl)  approached  In  radio  salesmen 
with  creative  ideas  to  assist  you  in  the  use  of  radio  adver- 
tising?     The  response  to  this  question  was  an  unanimous 


'"no"!  In  fact,  one  of  the  respondents  said.  "Radio's  pro- 
jection of  itself  is  too  limited.  There  is  a  lack  of  knowl- 
edge as  how  to  get  creative  ideas  to  vast  numbers  of 
people." 

Another  reason  for  national  spot  radio's  Inertia  can  be 
traced  to  a  lack  of  strong  product  identification  on  com- 
mercials— the  kind  of  identification  which  gives  a  shopper 
a  compelling  reason  to  want  to  buv  a  particular  item  or 
utilize  a  specific  service.  In  our  opinion,  investing  a  prod- 
uct with  a  strong  identity  is  a  basic  key  to  a  successful 
selling  commercial.  \nd  one  of  the  most  effective  ways  "I 
accomplishing  this  is  via  specially  designed  jingles. 

Vdmittedly,  were  not  the  first  to  recognize  the  potential 
of  picturing  products  through  jingles,  nor  the  first  to  prac- 
tice it.  Everyone  is  familiar  with  at  least  a  dozen  na- 
tionallv  distributed  products  which  have  attained  maxi- 
mum recognition  and  sales  via  this  technique.  Mv  point  is 
that   it  just  hasn  t   been  done  enough. 

Custom  tailoring  a  musical  commercial  to  fit  a  product 
or  service  isn't  quite  as  simple  as  one  might  suspect,  how- 
ever. It  takes  more  than  a  catchy  tune  and  a  few  choice 
words  of  praise  for  the  product.  Many  things  must  go 
into  the  creation  of  a  vehicle  which  will  transport  the  cli- 
ent's message  with  impact  and  lone.  It  has  been  our  ex- 
perience that  the  onl)  wa)  to  produce  personalized  images 
of  a  product  or  a  place  of  business  is  to  study  carefull) 
the  overall  objectives  and  determine  the  ultimate  goal. 
Then  we  can  go  about  tailoring  the  musical  commercial 

to  fit  into  the  sales  theme. 

In  essence,  then,  a  good,  strong  identification  tends  to 
work  in  man)  ways  foi  a  product  and  <>i  a  place  of  busi- 
ness. Properl)  produced,  it  can  create  a  potent  reason  for 
a  shopper  to  do  business  in  a  specific  place,  or  implant  a 
desire  for  a  particular  product.  Mosl  important,  it  en- 
dows a  product  with  a  long  playing  and  working  identity. 

Equipped  thus,  it  can't  help  but  pla)  an  important  con- 
tributor)  part   in  sparking  national  spot   business.  ^ 


SPONSOR 


13   AUGUST    1902 


69 


SPONSOR 


Bob  Sarnoff  started  it 

The  great  new  wave  of  industry  image-building  (see  page 
31)  for  both  broadcasting  and  advertising  dates  back,  ap- 
proximately, to  the  spring  of  1959  when  Robert  W.  Sarnoff, 
board  chairman  of  NBC,  in  a  ringing  speech  before  the  NAB 
Convention  in  Chicago,  called  for  the  establishment  of  a  TIO. 

TIO  went  into  operation  in  October  of  that  year  and  soon 
found  itself  and  the  industry  in  the  midst  of  all  sorts  of  anti- 
broadcast  propaganda  stirred  up  by  the  quiz  show  hearings. 

The  involvement  of  advertising  and  advertisers  followed 
with  lightning  speed,  as  nation-wide  criticism  of  broadcast 
practices  spread  out  to  include  radio  and  tv  sponsors  and 
commercials. 

Image-building  efforts  to  counteract  this  criticism  went 
into  high  gear  by  January  1960,  and  have  continued  at  an 
accelerated  pace  ever  since.  They  have  become,  as  our  two- 
part  series  of  articles  shows,  incredibly  complex  operations 
involving  thousands  of  dollars  and  scores  of  executives. 

Question:  Is  it  time  to  re-examine  all  this  image  work? 

Fine  art  of  travel 

Ted  Shaker,  president  of  the  ABC  Owned  Television  Sta- 
tions, believes  travel  is  broadening.  His  station  managers  and 
hundreds  of  advertiser  and  agency  executives  the  country 
over  agree. 

Here's  what  he  accomplished  with  a  whirlwind  one-week 
preview  of  this  fall's  prime-time  programming  to  be  shown  on 
ABC  TV  owned  stations:  1)  he  "exposed"  his  top  echelon 
crew  in  dramatic  fashion  to  the  people  who  foot  the  bills  in 
San  Francisco,  Los  Angeles,  Chicago,  Detroit,  and  New  York; 
2)  he  allowed  each  general  manager  to  serve  as  m.c.  at  a  pres- 
tige showing  in  the  city  where  his  own  station  i>  located:  3) 
he  played  up  the  interest  that  ABC  stations  maintain  in  places 
beyond  the  Hudson  River;  4)  he  helped  the  Network:  5)  he 
set  the  stage  for  the  management  meetings  held  in  New  York 
the  following  week  b\  guaranteed  fraternizing  and  idea  ex- 
changes  between  ABC  Television  Stations  executives  for  ;i 
whole  week  preceding  the  meetings. 

That's  a  lot  of  accomplishment  for  a  week  ol  traveling. 
We're  recommending  some  of  the  same  to  others.  f^ 


lO-SECOND  SPOTS 

Knowledge:  A  toiler  in  the  media 
vineyards,  having  been  guaranteed 
anonymity,  supplied  the  following 
definitions:  a  bartender  is  a  man 
who  knows  a  great  deal  about  -ery 
little  and  who  goes  along  knowing 
more  and  more  about  less  and  less 
until  he  knows  practically  every  china 
about  nothing;  an  advertising  sales- 
man is  a  man  who  knows  very  little 
about  a  great  deal  and  keeps  on 
knowing  less  and  less  about  more 
and  more  until  he  knows  practically 
nothing  about  everything:  a  media 
director  starts  out  knowing  practical- 
ly everything  about  everything  but 
ends  up  knowing  nothing  about  any- 
thing due  to  his  association  with 
bartenders  and  advertising  salesmen. 

Television:  Our  spy  at  the  networks 
tells  us  that  another  medical-type 
series  to  be  released  this  fall  is  all 
ahout  a  plastic  surgeon.  It's  railed 
"The  Retouchables." 

Mr.  Lucky:  Curt  Hunsaker,  a  cam- 
eraman for  CBS  TV's  Accent,  held 
up  production  for  five  minutes  dur- 
ing the  video-taping  of  "The  Gam- 
bling  Americans"  in  a  Reno.  Nev., 
club  when  he  dropped  a  quarter  into 
a  slot  machine  next  to  his  camera 
and  hit  the  jackpot  for  $37.50.  When 
the  floor  boss  told  him  to  "wipe  off'' 
his  winning  combination  by  dropping 
in  another  quarter,  he  did  the  next 
to  impossible — he  won  another  jack- 
pot. 

Films:  Crawley  Films  Ltd.  (Canada) 
says  the  difference  between  "train- 
ing" and  '"experience"  is  that  train- 
ing means  learning  the  rules,  while 
experience  means  learning  the  excep- 
tions. 

Overheard:  "Be  reasonable  do  it 
mj  way";  "Stop  talking  while  1  m 
interrupting";  "On  what  do  you  bias 
your  opinion."  and  "We've  been 
watching  you.  Do  \<>u  work  here?' 
Bui  our  nomination  for  the  besl  quota 
of  the  week  is:  "It's  too  late  to  agrei 
with  me,  I've  changed  my  mind.' 


70 


SPONSOR 


13  august  1962 


IN  RADIO'S  WONDERFUL  WORLD 


HI 


ttiXi 


W 


mm 


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Broadcast  With  The  Fidelity  Of  Direct  FM 


What  makes  the  listener  turn  the  dial  to  your  FM  station? 
Quality.  And  quality  alone.  Programming  at  Mich  levels 
virtually  demands  highest  fidelity  transmission.  To  achieve 
such  standards  the  unquestioned  choice  of  knowledgeable 
FM  stations  is  RCA's  unmatched  Direct  FM  Transmitter. 
This  system  is  easiest  to  tune  and  holds  its  adjustment  best. 
Whatever  the  power  class,  you  are  assured  minimum  dis- 
tortion and  wide  frequency  response.  Such  performance  is 


the  happy  result  of  RCA*s  long  background  o(  pioneering 
and  achievement  in  the  wonderful  world  of  radio. 

RCA  designs  and  builds  its  complete  line  of  transmitters 
to  accommodate  stereophonic  signals  and  an  SCA  multi- 
plex subchannel.  For  complete  technical  details  on  any  of 
RCA's  Direct  FM  transmitters,  see  your  RCA  Broadcast 
Representative.  Or.  write:  RCA  Broadcast  and  Television 
Fquipment.  Dept.  LB-264,  Building  15-5,  Camden,  N.  J. 


The  Most  Trusted  Name  in  Radio 


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TIMEBUYERS'  GUIDE  TO 


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GEORGE 

PIERROT 

PRESENTS 

Around  the  world 
with  Detroit's 
fabulous  globe- 
trotter and 
famous  guests. 
Color. 

5:00-5:55  PM 
MON.-SAT. 


WEEKEND 

Ron  Gamble  hosts 
family  adventure 
tours  to  favorite 
recreation  spots. 
Color. 

7:00-7:30  PM 
TUESDAY 


AT  THE  ZOO 

Sonny  Eliot's 

witty  wanderings 

through  Detroit's 

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7:00-7:30  PM 
FRIDAY 


Alive  with  local  flavor  and  flair!  You'll  buy  wisely  and  well  by  choosing  these  big-audience 
exclusives  on  WWJ-TV.  And,  the  station's  attractive  fall  schedule  is  further  enhanced 
by  choice  film  properties  like  Thriller,  Surf  side  6,  Lawman  and  by  NBC's  new-season 
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WW  J  -TV      the  NEWS  station 


CHANNEL 

Owned  and  Operated  by  The  Detroit  News 


NBC     IN     DETROIT 

National  Representatives:  Peters,  Griffin,  Woodward,  Inc 


ffECEIVED 

'J  1962 


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HE  WEEKLY   MAGAZINE   RADIO  TV   ADVERTISERS   USE 


20  AUGUST  1962— 40c  a  copy/$8  a  year 


RADIO/TV  IMAGE— 
Building  it  is  the  job 
of  the  TIO  and  NAB, 
who  match  efforts  of 
ad  groups  p  27 

PUBLIC  AFFAIRS  — 
Programs  once  favored 
by  institutionals  gain 
sponsors  with  a  harder 
sell  p  32 


RADIO  moves  with  a  going  America 


Millions  of  Americans  are  on  the  move  over  the  high- 
vays  every  day— going  to  work  or  going  to  buy.  Spot 
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Radio  Division 


Edward  Petry  &  Co.,  Inc. 


The  Original  Station 
^^^l     Representative 


KOB 

Albuquerque 

WTAR 

Norfolk-Newport  News 

WSB 

Atlanta 

KFAB 
KPOJ 

Omaha 

WGR 

Buffalo 

Portland 

WGN 

Chicago 

WRNL 

Richmond 

WDOK 

Cleveland 

WROC 

Rochester 

WFAA 

Dallas-Ft.  Worth 

KCRA 

Sacramento 

KBTR 

Denver 

KALL 

Salt  Lake  City 

KDAL 

Duluth-Superior 

WOAI 

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KPRC 

Houston 

KFMB 

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WDAF 

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KMA 

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KREM 

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KLAC 

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WGTO 

Tampa-Lakeland-Orlando 

WINZ 

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KSTP 

Minneapolis-St.  Paul 

termountain  Network 

IEW  YORK     •     CHICAGO    •    ATLANTA    •    BOSTON    •    DALLAS    •    DETROIT    •    LOS  ANGELES    •    SAN  FRANCISCO    •    ST.  LOUIS 


U*i*»  .  -  jii.  r^M^^L^*' 


The  Richard  Elliotts,  "typical  WXLW  family,' 


d  up'  for  vacation  trip. 


Photography  by-Hartl  h 


.  .  .  delivers  an  above  average  adult  audience  who  participate  in  an 

unusual  number  of  family  hobbies  and  activities    INCLUDING    AN 

ANNUAL    VACATION    AWAY    FROM    HOME! 

Walker  Research  in-person  interviews"  disclose  our  audience  as  one  that  enjoys  gardening  .  .  . 
camping  .  .  .  fishing  .  .  .  swimming  .  .  .  boating  .  .  .  model  building  .  .  .  sewing  .  .  .  cars  and  oil 
painting.  With  an  above  average  income  the  typical  WXLW  family  listening  audience  controls 
27.9%  of  the  Total  Spendable  Income's  in  our  coverage  area  which  comprises  over  26%  of  the 
total  population  of  the  Stare  of  lndiana\'<  .  .  .  Statistical  Proof  that  our  "Profiled"  Adult 
Audience  has  the  money  to  spend  for  the  products  and  services  you  have  to  sell! 
j('60  U.S.  CENSUS)   "■;■■;■  (NCS  61) 

To  reach  and  influence  this  important  one-third  segment  of  one  of  the  nation's  growing  markets 
.  .  .  buy  WXLW  in  Indianapolis. 


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Indianapolis,  Indiana  « 

Ask  vour  Robert  East   man  for  "the  typical  WXLW  family"  profile! 


he  road  to  market  has  to  pass  Main  Street.  To  reach  Main  Street  U.S.A..  turn  at  Mutual.  Main 
treet,  U.S.A.  is  the  big  "buy-way"— the  street  that  sells  through  local  radio.  Mutual  owns  Main 
street,  U.S.A.  lock,  stock  and  big  town— with  453  listenable  affiliates  everywhere.  If  you  want  to  sell 
^here  the  buying  is  biggest,  check  the  signpost  and  turn  at  Mutual.  LANDMARK:  Mutual  delivers 
>7  of  the  top  100  Main  Streets  in  America.  Mutual  Radio  I  3M  A  Service  to  Independent  Stations. 


Just  wind  it  up 
and  let  it  go  ♦  ♦  ♦ 

THE  ALLAN-HENRY 
MORNING  SHOW 


Dan  Allan  and  Marv  Henry  (7  a.m.  to 
9  a.m.)  make  getting  up  almost  fun  in 
the  Twin  Cities.  Their  two-man  show 
(the  only  one  of  its  kind  in  the  area) 
is  drawing  the  raves  and  the  ratings. 
Allan  and  Henry  bring  Twin  Citians 
everything  from  the  weather  to  school 
lunch  menus  to  the  best-spun  music  any- 
where, and  they  do  it  with  an  abundance 
of  good  humor  and  Marv  Henry's  in- 
credible assortment  of  voices.  Remember, 
too,  the  Allan-Henry  Show  has  WLOL's 
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make  time  count  when  you're  buying  it. 
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Joe  Floyd,  Vice-Prcs. 

Represented   by 
AM   RADIO  SALES 

fEEEST 


Midcontineni  Broadcasting  Group 

WLOL/am,   fm   Minncapolis-St.   Paul;   KELO-LAND 
tv  and  radio  Sioux  Falls,  S.   D.;  WKOW/am  and  tv 
Madison,    Wis.;    KSO    radio    Dcs    Moines 


©  Vol.  16,  No.  34    •     20  AUGUST  1962 

SPONSOR 

THE  WEEKLY   MAGAZINE  TV/RADIO  ADVERTISERS  USE 


ARTICLES 

The  image-builders  1962-63 — Part  Two 

27    Matching   the   momentum   of  advertiser   groups   like   4As,   ANA,  AFA, 
broadcasting's  NAB  and  TIO  are  all-out  to  show  best  face  to  the  public 

Public  affairs  shows  climb 

32    One  reason  behind  the  rise  in  public  affairs  programing  is  its  use  by 
consumer  advertisers;  institutional  advertisers  once  dominated  the  scene 

Insurance  firms  hop  into  tv 

35    sponsor  finds  remarkable  breakthrough  in  insurance  industry  as  more 
companies  turn  to  tv.    Metropolitan  also  to  enter  tv  with  news  shows 

1972:  the  voice  of  the  adman  will  be  heard 

37    What  will  be  doing  on  Madison  Avenue  in  10  years  if  present  trends 
continue?    Comic  story  on  1972  Man  of  the  Year  gives  off-beat  answer 

Radio:  sure  magnet  for  Chevy  sales 

39    One  of  the  largest  Chevrolet  dealers  in  the  U.S.,  Z-Frank,  Chicago,  has 
used  radio  alone  for  10  years  and  watched  sales  volume  climb  steadily 

Needed:  faith  in  advertising 

41     United    States    Steel's    advertising    director,    John    Veckly,    admonishr- 
media  salesmen  and  challenges  them  to  sell  advertising  to  management 

NEWS:  Sponsor- Week  7,  Sponsor-Scope  19,  Washington  Week  55,  Spot- 
Scope  56,  Sponsor  Hears  58,  Sponsor-Week  Wrap-Up  60,  Tv  and  Radio 
Newsmakers  68 

DEPARTMENTS:  Sponsor  Backstage  15,  555/5th  24,  Time- 
buyer's  Corner  43.  Seller's  Viewpoint  69.  Sponsor  Speaks  70.  Ten-Second 
Spots  70 


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

Editorial:  editor,  John  E.  McMillin;  news  editor,  Ben  Bodec;  senior  editor, 
Jo  Ranson;  Chicago  manager,  Gwen  Smart;  assistant  news  editor,  Hevward 
Ehrlich  ;  associate  editors,  Mary  Lou,  Ponsell,  Mrs.  Ruth  S.  Frank,  Jane  Pollak, 
Wm.  J.  McC.uttic:  columnist,  Joe  Csida:  art  editor.  Maury  Kurtz:  production 
editor,  Barbara  Love;  editorial  research,  Cathy  Spencer;  special  project-  editor. 
David  Wisely. 

Advertising:  general  sales  manager,  Willard  L.  Dougherty;  southern  sales 
manager,  Herbert  M.  Martin,  Jr.;  western  manager,  John  E.  Pearson;  north- 
east sales  manager,  Edward  J.  Connor;  production  manager,  Leonice  K.  Mertz; 
sales  service  secretary,  Karen  Mulhall. 

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

Administrative:  business  manager,  C.  H.  Barrie;  Mrs.  Syd  Guttman, 
Gcor^i  Becker,  Michael  Crocco,  Patricia  I.  Hergula;  readei  service,  Mrs. 
Lenore  Roland.   Dorothy   VanLeuven,  assistant  to  the  publisher,  Charles   VasA. 


©  1962  SPONSOR   Publications  Inc. 

SPONSOR  PUBLICATIONS  INC.  combined  with  TV  Executive.  Editori.il.  Circulation,  and 
Advertising  Offices:  555  Fifth  Ave.,  New  York  17.  MUrray  Hill  7-8080.  Chicago  Offices:  612 
N.  Michigan  Ave.  <11>  664-1166.  Birmingham  Office:  3617  8th  Ave.  So.,  FAirfax  2-6528. 
California  Office:  Room  1106.  601  California  Ave..  San  Francisco  8.  Yu  1-8913.  Printing 
Office:  3110  Elm  Ave..  Baltimore  11,  Md.  Subscriptions:  U.  S.  $8  a  year.  Canada  S9  a  year. 
Other  countries  Sll  a  year.  Single  copies  40e.  Printed  U.S.A.  Published  weekly.  Second 
class  postage  paid  at  Baltimore,   Md. 


SPONSOR 


20  august  1962 


Market   Quotation 

"W 

What's   the   market   situation?" 
"Looks  like  England  trill  get  in." 


"Not  that  one." 

"If  ell,  hogs  are  up  twenty-five  cents." 

"I  mean  the  stock  market." 

"Prime  beef  is  twenty-nine  dollars  at  Chicago." 
"We're  not  communicating  ...  I  mean  what  was 
the   Dow-Jones   Industrial   average   this   noon?" 

In  Eastern  Iowa,  you  have  to  be  specific. 
Many   markets   interest   Iowans. 

The  Common  one,  for  example:  Iowa  ranks 
I  Till  in  value  of  manufactured  exports  and  sends 
$248  million  in  agricultural  products  abroad  an- 
nually. 

The  livestock  market:  Iowa  ranks  first  in  pro- 
(liirtion  of  beef,  pork,  lamb,  eggs,  corn  and 
oats;  Iowans  own  better  than  10  per  cent  of  the 
total  value  of  livestock  and  poultry  in  the  U.  S. 

The  stock  market:  With  average  annual  in- 
come in  the  $16,000  bracket,  the  Eastern  Iowa 
farmer  has  definite  interest  in  investments. 

\\  M  1- 1'\  is  -.|M'cific.  Our  programming  covers 
all  of  the  market  interests  of  Eastern  Iowans. 
Our  market  covers  all  of  the  market  interests  of 
time  buyers:  cities  (three  of  Iowa's  six  largest), 
towns,  \illages  and  farms.  More  than  half  of  the 


state's  734,600  tv  homes  are  in  WMTland.  In 
"homes  reached"  WMT-TV  Is  firsl  in  ..II  time 
periods  from  sign-on  to  sign-off.  Sunda)  through 
Saturday  (ARB  3/15/62,  Cedar  Rapids— Water- 
loo). 

WMT-TV.  CBS  Television  for  Eastern  Iowa.  Cedar 
Rapids — Waterloo.  Represented  by  the  Katz  Agency. 
Uliliated  will.  WMT  Radio;  K-WMT,  Fort  Dodge; 
WEBC.  Duluih. 


,lhStl    2f40        416     33 

•'  BUelow  S   .80       23     l 
1.:.  Blask      C      U»  26        26<4 

*><»  Blaw   K   H»»         4     M% 
22       BlissU    1*0  39     n 

12:.s  Bliss  EW   .w 
U      BobbieBks    .60    ^ 
■?5i,i  Boeing    *  .      s    2o 

"    ^Monl.^a     ^ 


221- 
13' 


O 


SPONSOR 


20  august  1962 


Channel  8*  Lancaster,  Pa.*  NBC  and  CBS 

Representative:  The  MEEKER  Company,  Inc.         New  York  •  Chicago  •  Los  Angeles  •  San  Francisco 


STEINMAN  STATION 
Clair  McCollough,  Pres. 


SI'OVsOK 


20  u  <;i  st  L962 


20  August  1962 


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


SPONSOR-WEEK 


1960  TV  SPOT  UP  2.3% 


FCC  reports  $9.3  mil.  tv 
but  total  industry  higher 

Washington,  D.  C: 

Although  total  tv  revenue  in- 
creased 3.9%  to  $1,318.3  million  in 
1961,  broadcast  profits  declined  $7.1 
million  below  1960,  according  to 
official  FCC  data  released  last  week. 

The  explanation  is  that  revenues 
were  up  $49.7  million  but  expenses 
rose  $56.8  million  over  the  year  be- 
fore. Hence  1961  profits  $327.0  mil- 
lion were  below  1960's  $244.1  million. 
(For  chart  on  top  50  three-station 
spot  tv  markets  in  1961  compared  to 
1960  and  1959,  see  p.  10.) 

In  general,  networking  was  less 
profitable  and  stations  operations 
were  more  profitable  in  1961  than 
1960.  Almost  80%  of  the  uhf  sta- 
tions and  only  40%  of  the  vhf  sta- 
tions reported  profitable  operations. 
Profits  over  $400,000  were  reported 
by  37%  of  the  vhf's  and  none  of  the 
uhf's. 

Network  time  sales  increased  $9 
million  and  national-regional  spot 
sales  also  increased  $9  million,  but 
local  time  decreased  about  $4.5  mil. 

The  three  networks  and  their 
o&o's  revenues  (and  industry  shares) 
totaled  as  follows:  $675.3  million 
(51.2%)  in  revenues,  $588.3  million 
(54.4%)  in  expenses,  and  $87  million 
(36.7%)  in  profits. 

Talent  sales  are  slowly  increasing 
their  share  of  total  broadcast  reve- 
nues. They  were  $356.3  million,  or 
27%  in  1961,  compared  to  25%  in 
1960  and  23%  in  1959.  The  industry 
share    of    national    spot    has    held 


spot  increase  to  $468  mil. 
costs  reduce  1960  profits 

steadily  at  40%  since  1959.  Network, 
which  was  41%  in  1959  and  1960,  in- 
creased to  42%  in  1961,  and  local 
sales,  which  were  19%  in  1959  and 
1960,  dropped  to  18%. 

National  spot  in  1961  totaled 
$468.5  million,  compared  to  $459.2 
million  in  1960  and  $424.2  million  in 
1959.  The  share  in  1961  of  the  15 
network  o&o's  in  national  spot  was 
$102.8  million.  The  525  other  tv  sta- 
tions (not  network  owned)  reported 
$365.7  million  income  from  national- 
regional  spot. 

After  commissions,  in  1961,  net- 
work time  sales  were  $224.4  million, 
o&o  time  sales  were  $140.9  million, 
other  station  sales  were  $598.8  mil- 
lion, and  total  time  sales  were 
$962.0  million. 


$3  MIL.  TIDEWATER 
ACCOUNT  NAMES  GREY 

Los  Angeles: 

Tidewater  Oil  Company  has  ap- 
pointed Grey  Advertising  as  its  agen- 
cy, effective  17  September,  it  was 
announced  last  week. 

The  Tidewater  account  which  left 
FC&B  last  spring  is  valued  at  $2.5- 
3.0  million. 

Grey  has  been  picking  up  accounts 
at  a  fast  clip,  gaining  $11  million  in 
accounts  and  losing  none  in  the 
first  six  months  of  1962,  an  enviable 
record  in  view  of  mixed  gains  and 
losses  at  Esty,  Bates.  JWT,  McC-E, 
and  BBDO.  (See  SPONSOR-SCOPE, 
16  July,  page  21). 


Chester  to  NBC  TV 
as  No.  2  to  Werner 

Giraud   Chestei   moves   from 
\i;<:  T\    to  NBC   l\    and  two 

NBC  projiraminj:  cxecutiv  c> 
move  u|>  in  the  weight  of  Lester 
Gottlieb's  resignation  as  v.p., 
special  programs,  last  week. 

Ed  Friendly  takes  over  Gott- 
lieb's title  and  Grant  Tinker 
becomes  v.p..  program  opera- 
tions.  \\  e.-l   Coast. 

Chester  is  expected  to  be 
elected  v.p..  program  adminis- 
tration. Me  was  VBC's  daytime 
programing  v.p.  and  a  plans 
board   member. 


WBC  PLANS  B'WAY 
PREMIERES  FOR  TV 

The  programing  sensation  of  the 
past  week  was  WBC's  announcement 
that  it  would  televise  Theatre  Guild 
broadway  openings  free  in  its  five 
cities  outside  New  York. 

The  programs  are  to  be  taped  in  ad- 
vance and  shown  on  premiere  night. 

However,  producers  and  theatre 
owners  are  raising  some  serious  ob- 
stacles. 


Sheuer,  Colby  elevated 

to  new  Triangle  posts 

Philadelphia: 
In  an  executive  re-alignment  of  the 
Triangle  Stations,  John  D.  Scheuer, 
Jr.,  has  been  made  administrative 
executive,  a  newly  created  post,  it 
was  announced  last  week. 

At  the  same  time  Martin  Colby  was 
promoted  to  Eastern  tv  sales  man- 
ager, another  new  post,  reported  na- 
tional sales  director  Edward  H.  Bene- 
dict. 


SPONSOR 


2d   \i  cist  1962 


SPONSOR- WEEK/20  August  1962 


JUNE  NET  TV  UP  12% 
TO  $63  MIL-TvB 

Network  tv  gross  time  billings  rose 
12.2%  in  June  1962  over  a  year  ago, 
reaching  $63.7  million,  TvB  reported 
last  week. 

In  the  month  of  June  alone,  ABC 
TV's  gross  was  $16.0  million,  up  5.2% 
over  last  year,  CBS  TV  grossed  $25.1 
million,  up  20.4%,  and  NBC  TV's  fig- 
ure was  $22.6  million,  a  9.1%  in- 
crease. 

For  the  first  six  months  of  1962, 
combined  network  billings  were 
$387.7  million,  up  11.6%  over  1961. 
ABC  TV  was  up  6.4%  to  $100.7  mil- 
lion, CBS  TV  increased  16.2%  to 
$149.4  million,  and  NBC  TV  showed 
a  rise  of  11.0%  to  $137.6  million. 

Daytime  billings  rose  15.4%  to 
$120.8  million  and  nighttime  billings 
increased  10.0%  to  $267.0  million. 


Audits  &  Surveys  has 
tv  copy  points  test 

Tv  commercial  copy  points  are 
measured  quickly  and  economically 
by  a  method  devised  by  Audits  and 
Surveys,  reported  president  Solomon 
Dutka  last  week. 

Telephone  interviews  are  con- 
ducted in  10  or  more  cities  within 
24  hours  of  the  telecast  of  the  com- 
mercial. Data  includes  recall  of 
commercials  and  their  points  and 
an  unedited  transcript  of  your  com- 
ments. 

Commercials  are  compared  with 
norms  of  the  same  product  group 
and  with  recall  of  other  commercials 
in  the  same  program. 


Leeds  joins  TA-Paramount 
as  executive  v. p.  on  coast 

An  expansion  in  tv  film  production 
at  Talent  Associates-Paramount  Ltd. 
is  expected  as  the  result  of  an  exec- 
utive realignment  announced  last 
week. 

Martin  N.  Leeds  is  joining  the 
company  as  executive  v. p.  and  a 
member  of  the  board,  it  was  an- 
(Continued  on  page  60,  col.  1) 


Colgate's  spot  radio 
on  KLAC,  Los  Angeles 

Colgate-Palmolive  will  use  lo- 
cal spot  radio  heavily  for  vari- 
ous products  for  the  first  time 
in  many  years. 

An  extensive  campaign  on 
behalf  of  Vel.  Cashmere  Bou- 
quet. Ajax  All  Purpose  Liquid. 
Ajax.  and  Ad.  is  scheduled  for 
KLAC.  Los  Angeles. 

The  agencies  are  Street  and 
Finne\  and  Norman.  Craig  & 
Kummel. 

The  order  was  placed  through 
Edward  Petry.  The  campaign 
was  announced  by  Bob  For- 
ward, executive  v. p.  and  gen- 
eral manager  of  KLAC. 


McCULLOUGH  TO  SPONSOR 
'DEPUTY'  IN  117  CITIES 

McCullough  chain  saws  (F&S&R) 
will  sponsor  NBC  Films'  syndicated 
series,  The  Deputy,  in  117  markets. 

The  transaction  is  said  to  be  the 
largest  in  tv  syndication  in  1962. 
The  campaign  begins  in  October 
with  film  commercials  demonstrat- 
ing the  chain  saws. 

The  program,  an  off-network  series, 
was  introduced  to  syndication  last 
year  by  NBC  Films,  which  reports  it 
is  sold  to  a  total  of  174  stations. 

Earlier  this  year,  NBC  Films  re- 
ported three  other  multi-market  sales 
of  its  programs,  all  off-network  re-run 
shows. 


Ney  succeeds  Colihan  as 
Gribbin's  assistant  at  Y&R 

Edward  N.  Ney  has  been  named 
assistant  to  the  president  of  Y&R, 
George  Gribbin  announced  last 
week. 

Ney,  elected  a  v. p.  in  1959.  has 
been  at  the  agency  since  1951.  He 
succeeds  William  J.  Colihan,  Jr.,  re- 
cently elected  a  senior  v.p.  and  now 
supervisor  of  the  research,  media, 
and  merchandising  departments. 


ABC  TO  SYNDICATE 
RADIO  TALK  SHOWS 

Last  week  ABC  Radio  unwrapped 
at  its  New  York  affiliates  meetings 
a  plan  to  provide  two  new  talk  pro- 
grams to  affiliates  on  a  syndicated 
basis. 

The  two  shows,  each  to  be  heard 
daily  in  October  for  five  minutes, 
star  Dr.  Joyce  Brothers  and  Dr.  Al- 
bert Burke. 

Each  is  already  established  with 
a  syndication  sponsor  track  record 
in  tv— through  ABC  Films  and  NTA, 
respectively— but  the  ABC  Radio  ver- 
sions will  be  specially  made  for  ra- 
dio. 

ABC  will  syndicate  the  shows  on 
its  regular  lines  on  a  special  basis 
to  subscribers.  The  shows  will,  it 
is  hoped,  lure  local  banks,  insur- 
ance, and  institutional  sponsors. 

The  network  is  hoping  the  shows 
will  more  than  pay  for  themselves, 
but  its  main  motive  is  to  provide 
program  service  that  goes  beyond 
music  and  news,  not  to  accrue  a 
profit  to  ABC. 

Syndication  is  nothing  new  in  the 
radio  field,  but  for  a  network  to  try 
it  may  well  be  unique.  However, 
co-op  plans  in  use  by  the  radio  net- 
works are  in  effect  a  form  of  live 
syndication.  The  present  plan  seems 
designed  to  solve  the  problem  of 
giving  some  stations  the  programing 
they  want  without  all  stations  hav- 
ing to  agree  to  take  a  show. 

LaCava  to  FC&B 

William  La  Cava  will  succeed 
Roger  Pryor  as  the  head  of  FC&B's 
tv  commercial  production  depart- 
ment after  the  latter  retires  this 
October. 

La  Cava,  who  will  be  senior  pro- 
ducer in  charge  of  the  tv  commer- 
cial production  department,  has 
headed  his  own  commercials  and 
industrials  firm  since  1961. 

Earlier,  he  was  v.p.  in  charge  of 
tv  for  C&W,  and  a  tv  producer  at 
McC-E.  He  began  his  agency  career 
in  1950  with  B&B. 


:: 


s|>(l\M>|{ 


20    \i  (.rsr    1 002 


* 


',- 


tri 

r 

me 


1962-63  edition 


(including  9 1  page  tv  market  guide) 

the  book  that  buyers 
told  us  they  need 
for  everyday  desk  use 

Mil:-  IHIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIM 

advertising  deadline  5  September, 
regular  rates  and  discounts  apply. 


SPONSOR- WEEK/20  August  1962 


Top  50  spot  tv  markets— final  '61  FCC  data 

National-regional  time  sales  for  1961  compared  with  '60,  '59 


NO.  OF 

MARKET 

STATIONS 

19B1  (000's) 

1960  (000's) 

1959  (000's) 

1. 

New  York 

7 

$59,421 

$59,628 

$53,851 

2. 

Chicago 

4 

30,582 

27,932 

25,326 

3. 

Los  Angeles 

7 

28,274 

28,012 

28,544 

4. 

Philadelphia 

3 

19,068 

18,519 

16,278 

5. 

Boston 

3 

15,008 

13,869 

13,191 

6. 

Detroit 

3 

11,240 

10,798 

10,042 

7. 

Pittsburgh 

3 

11,133 

10,726 

10,782 

8. 

Cleveland 

3 

11,031 

10,391 

9,004 

9. 

San  Fran. -Oakland 

4 

10,663 

9,791 

9,715 

10. 

St.  Louis 

4 

8,248 

8,136 

7,014 

11. 

Washington,  D.  C. 

4 

7,863 

7,579 

6,947 

12. 

Buffalo 

3 

7,447 

6,908 

6,081 

13. 

Hartford-N.H.-N.B. 

5 

7,059 

7,016 

5,922 

14. 

Baltimore 

3 

6,346 

6,204 

5,791 

15. 

Indianapolis 

4 

6,100 

5,406 

5,219 

16. 

Kansas  City,  Mo. 

3 

5,846 

5,606 

4,939 

17. 

Milwaukee 

4 

5,844 

5,877 

5,514 

18. 

Houston 

3 

5,837 

5,287 

4,811 

19. 

Minneapolis-St.  Paul 

4 

5,716 

5,413 

5,069 

20. 

Dallas-Ft.  Worth 

4 

5,706 

5,234 

4,528 

21. 

Cincinnati 

3 

5,427 

4,656 

5,226 

22. 

Seattle-Tacoma 

5 

5,361 

5,488 

5,421 

23. 

Miami 

3 

5,278 

4,950 

4,658 

24. 

Columbus,  0. 

3 

4,611 

4,597 

4,037 

25. 

Atlanta 

3 

4,194 

4,398 

3,882 

26. 

Portland,  Ore. 

3 

4,008 

4,554 

4,129 

27. 

Louisville 

3 

3,808 

* 

* 

28. 

Denver 

4 

3,719 

3,634 

3,339 

29. 

Albany-S'dy-Troy 

3 

3,702 

3,504 

3,279 

30. 

New  Orleans 

3 

3,565 

3,471 

3,127 

31. 

Tampa 

3 

3,277 

2,983 

2,530 

32. 

Memphis 

3 

3,066 

3,138 

2,851 

33. 

Oklahoma  City 

3 

2,901 

2,833 

2,837 

34. 

Ham sburg  Lancaster 

5 

2,759 

2,791 

2,517 

35. 

Sacramento-Stockton 

3 

2,739 

3,545 

3,382 

36. 

Rochester,  N.  Y. 

3 

2,654 

2,591 

2,246 

37. 

Omaha 

3 

2,420 

2,360 

2,414 

38. 

Johnstown-Altoona 

3 

2,319 

2,193 

1,902 

39. 

Des  Moines 

3 

2,272 

2,387 

2,354 

40. 

San  Antonio 

4 

2,113 

2,304 

2,066 

41. 

Tulsa 

3 

2,047 

2,095 

2,004 

42. 

Norfolk 

3 

1,953 

2,156 

2,004 

43. 

Spokane 

3 

1,943 

2,066 

1,794 

44. 

Charleston-Huntington 

4 

1,917 

1,895 

1,785 

45. 

Nashville 

3 

1,798 

1,939 

1,609 

46. 

Shreveport-Texarkana 

3 

1,779 

* 

* 

47. 

Phoenix 

4 

1,758 

1,704 

1,467 

48. 

Springfield,  III. 

5 

1,673 

1,639 

* 

49. 

Flint-Saginaw 

3 

1,633 

1,579 

1,430 

50. 

Portland,  Me. 

3 

1,594 

1,658 

1,461 

*Not  reported  by  FCC;  ADDENDA:  San  Juan-Caguas,  P.  R.,  $2,855,000. 

Note:  FCC  report  omits  two-station  markets  such  as  Providence  and  Syracuse, 

estimated  at  $6  and  $4.5  million,  respectively. 


RADIO  CODE  LIST 
GIVEN  TO  4A's 

The  NAB  has  released  to  members 
of  the  4A's  a  complete  list  of  NAB 
Radio  Code  subscribers  in  a  move 
intended  to  tighten  self-discipline. 

Such  a  list  has  never  been  avail- 
able before  to  advertising  agencies. 
It     includes     1,576     radio     stations. 

For  some  time  the  NAB,  4A's  and 
ANA  have  been  cooperating  to  ele- 
vate commercial  and  advertising 
standards.  The  4A's  has  asked  its 
members  to  observe  the  spirit  and 
letter  of  the  radio  code — and  the 
NAB  has  already  endorsed  the  4A's 
new  creative  code.  The  4A's  opera- 
tions committee  has  commended  the 
latest  NAB  tv  code. 

The  ANA  is  also  talking  informally 
with  the  two  groups  on  problems  in 
the  tv  field. 

Last  week,  the  4A's  and  ANA 
formed  a  joint  committee  to  provide 
information  to  the  public  about  ad- 
vertising. 

Max  Banzhaf,  advertising  director 
of  A.  C.  Armstrong  Corp.  is  chairman 
of  the  joint  committee  and  Clinton 
E.  Frank  is  vice  chairman. 


Baruch  defends  U.S.  tv 

Ralph  M.  Baruch,  director  of  in- 
ternational sales,  CBS  Films,  warned 
last  week  that  differences  in  time 
zones  over  the  world  make  Telstar 
something  less  than  a  perfect  mech- 
anism for  international  tv. 

He  suggested  that  tape  copies  of 
Telstar  transmissions  were  still 
needed  to  overcome  typical  time 
differences  of  six  hours  or  more. 
This  has  little  advantage  over  tapes 
shipped   by  jet   plane,  he  noted. 

Baruch  sharply  criticized  an  arti- 
cle in  the  14  July  Saturday  Review 
on  international  television.  He  as- 
serted U.  S.  tv  was  not  giving  the 
nation  a  black  eye  abroad. 

Baruch  pointed  to  import  quotas 
in  many  countries  which  prevent 
U.  S.  tv  product  from  flooding  the 
tv  screen. 


ID 


More  SPONSOR-WEEK  continued  on  page  60 


"i 
inn 
sfe 

JC 

s: 
s: 


MICHIGAN 
STUDENTS 


No  doubt  you  remember  the  incident-- 
it  captured  national  attention.  The 
senior  class  of  Glen  Lake  High  School, 
Mich. ,  giving  up  its  dream  of  a  visit 
to  Washington  by  contributing  $700  of 
its  fund  to  a  classmate  with  cancer-- 
then  making  the  trip  after  all,  thanks 
to  the  aid  of  admiring  Washingtonians. 

What  you  may  not  know  is  that  WWDC  was 
among  the  first  to  start  the  ball  roll- 
ing by  making  good  the  entire  $700. 
£  We  are  proud  of  these  exemplary  young 
citizens-and  of  "our  home  town"  too. 


WWDC 


.  the  station  that  WASHINGTON,   D.  C.  -.  blair 

Nj       keeps  people  in  mind  /{  ™ 

PLAN 


s 


Represented  nationally  by  John  Blair  &  Co.  ^^  MEMBER 

SPONSOR      •      20  AUGUST    1%2  H 


0 


I  '  0  share  of  audience . . . 

WCCO  Radio 

delivers 

tsinl 

weekly  circulation  670,240 

TWO   MARKETS  IN   ON  E-thafs  WCCO-Land!  First,  the  five-county 

Minneapolis-St.  Paul  metro  area  p/us  another  market  of  119  surrounding 

non-metropolitan  counties.  Adds  up  to  a  124-county  region  with  nearly  4  million 

population,  more  than  $6.9  billion  buying  income  and  $4.8  billion  retail  sales. 

The  only  way  to  cover  it  a//  is  with  WCCO  Radio,  the  station  whose  67% 

share  of  audience  is  twice  as  large  as  all  other  Twin  Cities  stations  combined  .  .  . 

the  station  whose  weekly  circulation  of  670,240  different  families 

is  greater  than  that  of  any  television  station,  newspaper  or  magazine  in 

the  region  ...  the  station  which  provides  a  setting  of 

outstanding  acceptance  for  your  sales  story. 


NORTH  DAKOTA] 


GIANT  124  COUNTY  COVERAGE 


Sources:  Nielsen  Station  Index/Station  Tolal/6:00  AM-Midnight,  7-day  weck/8  months  ending  im 
un  Coverage  Service  1961 
Sales  Management  Survey  of  Buying  Power.  June  1962 


« 


1 


12 


SPONSOR      •      2U  AUGUST   1%2 


is*  St.  Paul 


Northwest's  Only  50.000-Watt  1-A  Clear  Channel  Station 

RADIO 
SPOT 
Represented  by  SALES 


SPONSOR      •      20   AUGUST    1962 


TTOTE 

ITHN 

KYPIAKHN 


"NEVER  ON  SUNDAY" 


The  Greeks  had  a  word  for  it .  .  .  several  wo 
in  fact.  Yes,  self-discipline  is  the  core  of  a  civilize 
society.  Stated  simply,  it  means  doing  what  yc 
should  do,  not  just  what  you  want  to  do. 

Like  people,  organizations  need  self-disciplin 
Individual  standards  differ.  Cooperatively-s 
standards  are  "convenient  and  necessary" 
insure  acceptable  performance  and  to  preser 
the  integrity  of  the  whole.  In  broadcasting  this 
achieved  by  The  Radio  and  Television  Codes. 

Finding  fault  with  the  Codes  is  a  popular  pa 
time.  Like  cooperative  or  democratic  governmer 
cooperative  self-regulation  is  sometimes  haltin 
circuitous  and  leveling.  But  this  is  the  price 
living  together  in  a  complex  interrelated  industi 
"Life  in  society,"  observed  Will  Durant,  "requir 
the  concession  of  some  part  of  the  individual 
sovereignty  to  the  common  order." 

Yes,  the  Greeks  had  a  word  for  it:  "TTOTE  STr 
KYPIAKHN."  Freely  translated  it  means  "Nev 
on  Sunday,"  which  after  all  is  one  kind  of  se 
regulation.  Corinthian  goes  further.  It  observ 
The  Radio  and  Television  Codes  on  Sunda; 
Mondays  and  all  ways. 


Responsibility  in  Broadcast. 


THE  CORINTHIAI 


1 1 


SPONSOR      •      20  AUGUST   1962 


KXTV 

Sacramento 

WANE-TV 

Fort  Wayne 


®  WISH-TV 
Indianapolis 


WANE-AM 
Fort  Wayne 

WISH-AM  a  FM 
Indianapolis 


Represented  by  H-R 

NATIONS 


//>  /,/<•  Csida 


A  successor  to  Top  4-0?, 


The  grail  for  w  hieh  broadcastei 


& 


na\  c  seai  i  neii 
ever  since  first  sound  was  transmitted  is  .1  pro- 
gram Formal  which  would  attract  and  hold  by 
the    sheer    power    of    its    entertainment    qualit) 
ever)  person  with  a  radio  and  a  pair  of  working 
ears,  while  at  the  same  lime  creating  a  climate  in 
which  the  sponsor"-  mcs-u^e  would  he  heard  and 
heeded.    Back  in  1954  or  1955  I  did  a  column 
on  a  music  format  which  Harold  Krelstein,  president  of  the  Plough 
stati..n>.     iWMl'S.    Memphis;    WJJD.    Chicago;     WCOP.    Boston: 
WCAO,    Baltimore;    WPLO,    Atlanta  1     had    painstaking!)     devised, 
tested,  and  put  into  rat ina-u  1  uhbing-sales-producing  action. 

This  particular  format  of  Harolds  was  one  of  the  very  first,  if  not 
the  first,  of  the  program  structures  which  later  became  generally  and 
somewhat  loosely  known  as  the  Top  10  format.  In  market  after 
market  this  music  technique  (which  by  and  large  in  the  music  seg- 
ments of  the  day's  programing  simply  calls  for  playing  almost  noth- 
ing other  than  records  which  were  the  most  popular  in  the  market, 
the  region,  or  nationally)  began  to  dominate  the  ratings.  In  city 
after  city  the  Top  ID  stations  became  number  one.  Advertisers 
flocked  to  them.  But  soon  the  stations  who  were  not  able  to,  or 
would  not  follow  the  style  and  whoever  fell  behind  in  the  rating- 
race  made  the  claim  that  Top  40  attracted  nothing  but  sub-teen 
and  low-teen  advertisers  with  atrocious  undeveloped  musical  taste 
and  equally  undeveloped  producing  power. 

Birth  of  new  formats 

The  battle  raged  for  years  and  suddenly,  for  reasons  which  are 
not  pertinent  here,  ratings  of  many  stations  featuring  Top  10  and  its 
variations  began  to  tumble.  Perhaps  of  even  greater  significance, 
some  advertisers  began  to  shun  the  noisier  and  more  frenetic  of  the 
Top  40  outlets  on  the  grounds  that  the  climate  was  not  conducive 
to  properly  showcasing  the  advertiser's  story.  More  and  more  sta- 
tions in  more  and  more  markets  dropped  the  Top  10  format,  or 
altered  it,  and  101  "new"  format  ideas  were  tried.  Some  seemed 
to  work.  Most  failed  dismally.  The  most  widely  used  of  the  new 
formats  were  the  infinite  varieties  of  so-called  "good  music" 
formats.  This  term  came  to  be  as  generall)  and  as  loosel)  applied  as 
"Top  10"  before  it. 

M\  friend  Harold  Krelstein,  along  with  other  broadcaster-,  who 
had  had  a  phenomenally  successful  run  with  Top  K),  watched  it  lose 
its  appeal  and  alarming  chunks  of  audience  in  some  of  the  Plough 
markets.  Well  over  a  year  ago  Harold  began  the  search  and  the 
research  for  a  new  format  which  hopefulb  would  catch  on  with 
listeners  in  the  same  manner  as  did  Top  40  in  the  mid-50s.  Harold 
hoped,  of  course,  to  find  a  format  which  at  the  same  time  would 
(Please  turn  to  page  46) 


sponsor 


20  august  1962 


15 


10 


SPONSOR      •      20  AUGUST    1962 


How  to  give  a  party 

(for  30,000  people) 

The  host  was  (secretly)  glad  it  rained!  For  every 
inch  of  parking  space  was  bumper-jammed  when 
30,000  people  came,  despite  the  weather,  to  this 
week-end  affair.  They  were  sure  of  fun  for  all  the 
family,  because  WOWO  was  giving  the  party. 

Crowds  at  the  station's  famous  "Beach  Ball"  at 
Lake  James  (52  miles  from  Fort  Wayne)  reflect  a 
literally  unique  fact  about  WOWO,  Fort  Wayne. 
It  is  a  radio  station  which  delivers  bigger  audi- 
ences than  any  television  station  in  its  area! 
Indeed,  so  many  people  tune-in  WOWO.  it  now 
delivers  the  15th  largest  U.S.  Radio  Market. 

It  takes  many  things,  of  course,  to  give  a  good 
party;  not  the  least,  a  genuine  affection  and  con- 
cern between  host  and  guests... both  ways. 

Such  affection  and  concern  are  the  key  to  all 
WOWO  operations— as  they  are  for  all  the  WBC 
Radio  Stations.  You  see  this  at  work,  in  each  area, 
in  their  influence  as  prime-movers  of  ideas,  goods 
...and  people. 


WESTINGHOUSE  BROADCASTING  COMPANY.  INC. 

©<§)<§> 

WBZ  i  W8ZA.  WBZ  TV.  Boston.  KDKA   KOKA  TV.  Pittsburgh,  WJZ  TV.  Baltimore:  KYW.  KYW  TV.  Cleveland: 
WOWO.  Fort  Wa,ne.  WIND.  Chicago.  KPIX.  San  Francisco  ana  WINS.  New  York 


PONSOR      #      20  AUGUST    1%2 


17 


4 


Untrumped 
honor 


In  meaning  and  significance  the  coveted  Seal  of  Good  Practice  is  an  unexcelled  honor  in  broad- 
casting. WPIX-11  is  singularly  proud  in  being  the  only  independent  TV  station  in  New  York 
whose  high  commercial  standards  and  practices  has  merited  this  emblem  of  the  conscientious 
broadcaster.  It  is  also  your  guarantee  that  this  television  station  measures  up. 

where  are  your  60-second  commercials  tonight? 


Interpretation  and  commentary 

on  most  significant  tv/radio 

and  marketing  news  of  the  week 


SPONSOR -SCOPE 


20  AUGUST   1962 

Copyright  1962 

SPONSOR 

PUBLICATIONS  INC 


Fall  spot  tv  buying  keeps  coining  along,  but  tbere  arc  no  marked  signs  on  the 
horizon  that  can  contribute  to  an  intelligent  reading  of  spot  radio's  prospects  for 
the  last  quarter  of  1962. 

The  bright  radio  omens  up  to  last  week  came  out  of  Chicago,  and  they  were  these: 

•  Kellogg  (Burnett)  has  done  well  with  the  radio  test  on  the  Homer  and  Jethro 
spots  so  far  and  this  could  swell  up  to  a  walloping  national  thing.  The  test  has  been  using 
markets    in   3-4-station   depth. 

•  American  Oil  (D'Arcy)  continues  to  be  the  biggest  user  of  spot  radio  in  the  midwest 
and  gives  indication  of  even  getting  bigger. 

•  S.  C.  Johnson's  Glo-Coat  (NL&B)  could  be  on  the  verge  of  a  massive  plunge  after  a 
test  along  those  Kellogg  lines.  Curious  sidelight  on  this  one:  the  brand  got  its  original 
buildup  in  radio  via  the  Fibber  McGee  series. 

In  New  York  radio  reps  are  keeping  their  fingers  crossed  on  at  least  one  ac- 
count: Cream  of  Wheat,  now  administered  by  Bates.  When  Bates  took  over  from 
BBDO,  radio  rep  spirits  about  the  product's  future  in  radio  drooped,  obviously  due  to 
Bales'  strong  disposition  toward  tv. 

Incidentally,  some  of  the  key  radio  reps,  SPONSOR-SCOPE  learned  last  week  in  a 
random  check,  emerged  from  the  first  six  months  of  this  year  with  substantial  in- 
creases in  billings  over  the  like  period  of  1962.  The  third  quarter,  they  said,  looks 
good,  and  all  thev're  rooting  for  is  a  continuation  of  this  level  of  action. 


This  business  of  using  media  people  on  the  road  to  call  on  tv  stations  and  look 
over  their  spot  availabilities  is  getting  to  be  quite  a  thing  this  season. 

International  Latex  has  two  agencies,  Lynn  Baker  and  Reach,  McCIinton.  performing 
function  in  connection  with  1962-63  schedules. 

Needless  to  say,  the  reps  like  the  way  the  two  teams  have  been  going  at  it.  The  travelers 
confine  themselves  to  working  out  the  schedules  with  the  stations  they  visit,  having  in 
most  cases  been  already  equipped  with  availabilities  by  reps.  The  eventual  orders  are 
placed  through  the  reps. 

One  facet  about  this  that  seems  to  have  bemused  reps:  the  implications  of  a  contest 
between  the  two  agencies  to  show  which  can  come  up  with  better  accumulation  of 
spots. 

Gillette  and  Maxon  are  in  the  midst  of  discussions  about  renewing  for  the  coin- 
ing season  the  razormaker's  alliance  with  disc  jockey  programs  in  over  100  radio 
markets. 

The  schedule  is  am  across-the-board  and  rates  as  one  of  the  choicest  pieces  of  perennial 
business  on  the  spot  side  of  the  medium. 

Reps  are  beginning  to  wonder  whether  Brown  &  Williamson  and  Bates  will  have 
to  back  away  from  their  position  on  15-minute  product  protection  before  the  new 
seasons  get  going. 

The  reason  for  their  speculation:  B&W  has  begun  to  buy  ID's  for  the  fall,  but  according 
to  the  way  cigarette  participations  stack  up  on  the  three  tv  networks  there  are  only  35 
chainbreaks  that  aren't  without  cigarette  business  adjacencies.  And  as  far  as  the 
major  markets  are  concerned,  the  bulk  of  these  35  breaks  are  already  committed. 

The  non-cigarette  adjacent  niches  between  8-11  p.m.  break  down  this  way: 
VBC  TV.  12:   CBS  TV.   11:  NBC  TV.   12. 


SPONSOR 


20  august  1962 


19 


I 


SPONSOR-SCOPE  continued 


Looks  like  the  sellers  of  spot  tv  will  have  to  go  on — at  least  for  another  year — 
regarding  the  automotives  as  not  one  of  their  brighter  sources  of  revenue. 

The  Detroit  spot-buying  picture  concerning  the  1963  lines  as  gleaned  bv  SPONSOR- 
SCOPE  might  be  capsuled  this  way: 

•  Spot  tv  will  again  be  treated  in  parsimonious  fashion.  The  one  big  exception  is 
Dodge,  which  like  the  other  Chrysler  lines,  has  been  completely  redesigned.  The  Dodge 
management  feels  that  the  spot  medium  can  best  do  the  selective  job  it  needs.  Dura- 
tion of  schedule:  six  to  eight  weeks. 

•  Spot  radio  saturation  campaigns  at  announcement  time  won't  be  quite  as  hefty 
as  they've  been  in  recent  years.  But  slated  to  buy  are  Chevrolet  (27  September-4  October)  : 
Pontiac  (1-5  October)  ;  Buick  (1-6  October)  :  Cadillac  (4-18  October).  See  Spot-Scope  p.  57. 

•  The  bulkier  money  for  spot  radio  will  come  in  the  spring.  Many  automen  have  a 
theory  that  while  people  make  up  their  minds  in  the  fall  as  to  what  car  they  prefer  the 
actual  high  level  of  the  buying  is  done  in  the  spring. 

•  According  to  Detroit  rep  appraisal,  spot's  getting  the  lighter  end  of  the  stick  this 
season  because  of  the  increasing  costs  of  network  tv,  even  though  over-all  company  ad 
budgets  are  over  what  they  were  for  the  1962  lines. 

P.S.  for  spot  radio:  Chrysler  also  has  fall  schedule  plans. 

The  automotives  will  have  a  record  number  of  commercial  minutes  riding  for 
them  on  the  three  tv  networks  during  the  fourth  quarter  of  1962. 

And  as  for  potential  home  impressions  there's  never  been  an  accumulative  level  anywhere 
near  it. 

What  gives  this  sweep  an  added  novel  twist  is  the  fact  that  for  the  first  time  in  the 
medium  Ford,  as  a  line,  will  have  more  minutes  than  its  prime  competitor,  Chevrolet. 

Following  are  the  last  quarter  network  total  minutes  for  each  of  the  makes,  as  compiled 
and  estimated  by  SPONSOR-SCOPE: 


ADVERTISER 

ABC  TV 

CBS  TV 

NBC  TV 

TOTAL  MINUTES 

HOME  IMPRESSIONS 

American  Motors 

6 

8 

12 

26 

210,000,000 

Buick 

0 

0 

28 

28 

290,000,000 

Chevrolet 

39 

39 

78 

156 

2.180,000,000 

Chrysler  Corp. 

0 

0 

95 

95 

990,000,000 

Ford 

0 

226 

63 

289 

2.580,000,000 

Ford  Institutional 

0 

12 

0 

12 

110,000,000 

General  Motors 

0 

0 

8 

8 

90,000,000 

Lincoln-Mercury 

19 

0 

8 

27 

230,000,000 

Oldsmobile 

0 

39 

0 

39 

450,000,000 

Plymouth 

5 

5 

8 

18 

160,000,000 

Pontiac 

20 

0 

0 

20 

310,000,000 

Studebaker 

0 

13 

0 

13 

150,000,000 

Willys 

0 

13 

0 

13 

120,000,000 

TOTAL 

89 

355 

300 

744            7 

.870.000.000 

Sellers  of  spot  radio  needn't  get  discouraged  by  the  fact  that  the  Ford  Division 
won't  be  using  that  medium  for  the  1963  model  introduction  this  fall:  the  money's 
being  held  until  the  spring  when  the  factory  figures  it  will  have  greater  need  of  the 
weight. 

However,  the  Ford  Dealers  Association,  will  spend  around  $800,000  for  a  four-week 
campaign  during  the  introductory  period  in  spot  radio.  All  36  FDA  districts  will  be 
involved.    Station  list  will  run  around  2,200. 

Last  fall  the  Ford  factory  had  a  four-week  spot  radio  campaign  in  60  markets. 
It  also  used  some  network  radio  at  the  time,  but  that's  also  out. 

(Sec  30  July  sponsor,  page  25.  for  roundup  of  Detroit  ad  plans.) 


20  SPONSOR      •      20   AUGUST   1962 


SPONSOR-SCOPE  continued 


Worthy  of  note  in  connection  >v ■  t li  the  networks*  full  nighttime  schedule*! 
there*]]  be  only  three  periods  with  complete  new  programing  on  all  three  networks. 

The  periods  are  Wednesday  7:30-8:30;  Thursday,  10-11:  Saturday,  7:30-8:30. 

Last  fall  the  schedules  showed  twice  that  number  of  periods. 

What  it  might  indicate:  though  the  casualt)  rate  is  higher,  with  each  successive 
season,  the  networks  are  less  disposed  to  reshuffle  the  niches  of  holdover  shows. 

If  print  has  any  doubt  about  tin-  dependence  of  the  drug  and  toiletries  manufac- 
turers on  tv  as  a  sales  medium,  here's  the  dincher:  the  clan  will  be  spending  about 
$4.5  million  a  week  on  nighttime  network  program  alone  this  fall. 

Vs  calculated  by  SPONSOR-SCOPE,  the  drug  and  toiletries  people  will  have  128  night- 
time commercial  minutes  spread  over  111  programs  each  week.  Project  the  estimated 
fall  weeklj  commitment  over  the  year  and  you  come  close  to  $225  million,  which  makes  the 
drug-toiletries  category  nighttime  tv's  biggest  customer  by  a  long  shot. 

The  same  category  last  fall  was  spending  at  the  rate  of  around  S3. 3  million  a  week  for 
nighttime  network  tv,  using  a  total  of  99  minutes  over  78  program  series. 

Following  is  how  the  drug-toiletries  group  has  it-  weekly  nighttime  participations  sched- 
uled for  at  least  the  fourth  quarter: 


\DVERTISER                                               NO.  SHOW  S 

1  OMMERCIAL  MINUTES 

ESTIMATED  COST 

American  Home  Products 

10 

13 

$450,000 

Bristol-Myers 

12 

12K- 

440,000 

Block 
Warner-Lambert 

9 
9 

9y2 

9 

300,000 
310,000 

Albert-Culver 
Menley  &  James 
Miles  Labs. 
P&G 

7 
6 
5 
3 

3 
6 

5y2 

5 

270,000 
210.000 
180,000 
180.000 

Colgate 

5 

5 

190.000 

Beecham 

5 

5 

150,000 

J.  B.  Williams 
Lever 
Sterling 
Norwich 

2 
3 
4 

4 

41/0 
fyz 

4 

160.000 
180.000 
160.000 
140,000 

Leeming 
Helene  Curtis 

3 
3 

3 

3 

110,000 
120,000 

Noxzema 

3 

3 

120.000 

Pharmacraft 

3 

3 

110,000 

Toni 

Revlon 

Squibb.  J&J.  Vick,  Coty,  Carter. 

2 
1 

3 
3 

120,000 
1 30.000 

Rreck.  Mavbelline.  Chesebroush 

TOTAL 

12 
111 

13'  , 
1271/, 

470.000 

si  ..-,00.000 

For  those  interested  broadly  in  what  the  nighttime  rales  will  be  on  an   bourlv 


basis  at  each  of  the  networks  this  fall,  here   are 
SCOPE  by  the  respective  networks  last  week : 
NETWORK  NO.  STATIONS 

\BCTV  18.5 

CBS  TV  195 

NBC  TV  192 


the    figures   quoted    to    SPONSOR- 


ONE  TIME 
si  30.000 
138.800 
137,350 

Note:  the  average  nighttime  hookup  runs  closer  to  160  stations  1  paid  for)  and  a  one-time 
hour  rule  of  thumb  on  CBS  TV  and  NBC  TV  would  be  close  to  $130,000.  \  half-hour  would  be 
60$   of  this  and  a  minute  participation,  if  not  sold  as  a  package,  a  sixth. 


MINIMUM  DISCOUN1  \l\\l\ll\[    DISCOUNT 
SI  10.500  s  07.500 

111.500  102,500 

109.800  101,400 


SPONSOR 


20  august  1962 


21 


■I 


SPONSOR-SCOPE  continued 


The  profit  squeeze  seems  to  have  had  a  stinging  impact  on  the  tv  broadcast- 
ing industry  in  1961. 

According  to  the  1961  figures  released  by  the  FCC  last  week,  broadcast  revenues 
went  up  by  $49.7  million  over  1960,  but  profits  (before  federal  income  tax)  went 
down  $7.1  million. 

Some  of  the  highlights  of  the  FCC  1961  tv  industry  report: 

•  Total  tv  broadcast  revenue  was  $1,268,600,000,  or  3.9  over  1960. 

•  The  three  networks  and  their  15  o&o's  reported  revenues  of  $675.3  million  and  a  collec- 
tive profit  of  $87  million,  with  all  of  this  and  more  deriving  from  the  o&o's.  In  other  words, 
the  networks  said  they  lost  money  on  the  network  phase  of  their  operations. 

•  National  spot  tv  did  $468.5  million,  as  compared  to  $459.2  million  in  1960. 

•  Local  time  sales  came  to  $211.2  million.    In  '60  it  was  $215.8  million. 
(For  more  details  and  list  of  top  50  spot  revenue  markets  see  SPONSOR  WEEK.) 

The  detergent  packets  and  tablets,  of  which  P&G's  Salvo  is  the  frontrunner, 
has,  according  to  some  marketers,  a  somewhat  difficult  hurdle  to  overcome. 

And  that  hurdle  is  this:  not  every  housewife  likes  to  use  the  same  amount  of 
detergent  for  the  washing  task  at  hand,  nor  does  every  washing  machine  require 
the  same  amount  of  soap. 

What  might  solve  this  dilemma :  the  makers  of  washing  machines  getting  together  on  a 
standard  of  detergent  requirement  which  the  soapmakers  could  use  for  their  tablet  pur- 
poses. 

Interested  agencies  say  they're  finding  it  mighty  tough  to  scrounge  up  enough 
budget  leavings  to  buy  a  participation  in  the  election  night  returns  marathons  be- 
ing offered  by  the  three  networks. 

And  the  networks,  in  turn,  appear  ready  to  tailor  the  segmentation  of  their  packages  to 
fit  the  available  market.  NBC  TV  has  already  cut  up  its  package  into  sixths  and  thirds, 
with  Lipton  Tea  becoming  the  first  taker  and  on  a  one-sixth  basis. 

The  election  returns  offers,  by  network,  as  they  now  stand: 

ABC  TV:  The  whole  thing  for  $400,000  and  a  half  for  $225,000. 

CBS  TV:  $200,000  for  a  quarter,  with  a  guarantee  of  eight  commercial  minutes 
and  a  probability  of  11  commercials.  Quoted  homes.  85  million,  and  likely  CPM.  $2.30. 
In  addition  to  the  returns  a  buyer  participates  in  two  pre-election  specials  and  a  post-election 
wrapup. 

NBC  TV:  $300,000  for  a  third  of  the  returns  package;  $150,000  for  a  sixth. 

Supp-Hose  (Daniel  &  Charles)  is  taking  with  tv  for  the  sixth  consecutive  year, 
but  on  an  even  larger  scale. 

It's  going  to  10-week  flights  in  spot  tv.  starling  in  October,  three  weeks  more  than 
last  year.    There'll  be  another  flight  in  the  spring.    In  both  cases  in  30  markets. 

The  supporting  nylon  hose  will  also  continue  with  NBC  TV's  Tonight  for  similar  flights. 

CBS  TV  is  offering  around  a  90-minule  special  with  Carol  Burnett  playing  the 
role  Calamity  Jane  which  would  be  available  for  scheduling  during  the  1962-63  season. 
Full  sponsorship  is  pegged  at  $595,000,  program  and  talent. 
\  goodl)   portion  of  the  show  cost  $378,000.  will  go  for  production  rights. 

For  »thor  now*  coverage  in  this  issue:  see  Sponsor-Week,  page  7:  Sponsor 
Week  Wrap-I'p.  page  60;  Washington  Week,  page  55;  SPONSOR  Hears,  page  58:  Tv  and  Radio 
Newsmakers,  page  68;  and  Spot  Scope,  page  .">(>. 

22  sponsor     •     20  august  1962 


First  in 
Hoosier  Hearts 


■  -  m 


Wfo  i 

1    .T  t  On  & 


!liJii 


Auto  pioneer  Elwood  Haynes  built  first 

horseless 

before  th 


,'•  f  *i  T  ftbi^  l^      j!"  v\ at 


f 


5  carriage  /n  KoAomo,  70  years       jJ  ^$jj  ,  jjJSfc<;  '^C^^j^t-W 

/s  /904  Haynes  Mode/.  ^J^T  \Sr^*    \ 


f/rsf  i/i  Hoosier  Homes 


September  22,  1962— A  great  Hoosier  heritage  will  be  re- 
captured as  the  4th  Annual  WFBM-TV  Antique  Auto  Tour 
.  .  .  sputtering  but  determined  .  .  .  rolls  through  the  Hoosier 
countryside  from  Indianapolis  to  Terre  Haute  and  back.  The 
reception  won't  have  changed  much  from  the  first  appearances 
of  the  "Haynes"  back  in  1894.  Heads  will  turn.  Kids  will 
laugh.  People  all  along  the  way  will  cheer  (more  than  150,000 
spectators  last  year)  as  some  125  famous-make  vintage  and 
antique  automobiles  bring  a  touch  of  automotive  history 
"Back  Home  Again  in  Indiana". 

WFBM-TV  keeps  in  close  touch  with  viewers  in  rich  satel- 
lite markets  surrounding  Indianapolis.  Let  us  show  you  why 
this  makes  Indianapolis  different  from  other  TV  markets. 
Ask  your  Katz  man! 


TIME-LIFE 

BROADCAST 

INC. 


America's  13th  TV  Market 

with  the  only  basic  NBC  coverage  of  760.000  TV  set 
Owning  families.  ARB  Nov..  1961.  Nationwide  Sweep. 


SPONSOR 


20     UC.IST     l')()2 


It's  probably  possible  lo  get  another 
television  signal  in  this  market,  but 
most  people  apparently  don't  bother. 
Metro  share  in  prime  time  is  90%, 
and  homes  delivered  top  those  of  any 
other  station  sharing  the  Other  10%. 
(ARB,  March,  1962)  Your  big  buy  for 
North  Florida,  South 
Georgia,  and  Southeast 
Alabama  is 


mi;      iiii>       iim 


WCTV 

BLAIR    TELEVISION    ASSOCIATES 


TALLAHASSEE 
THOMASVILLE 


NAB  Radio  Code 

I  was  delighted  with  the  terrific  sec- 
tion on  the  NAB  Code  ("How  the 
NAB  Radio  Code  Aids  Advertisers," 
23  July). 

I  hope  you  are  planning  to  offer 
reprints  for  sale  as  I  am  interested 
in  the  possibility  of  ordering  perhaps 
between  1000  and  1500  for  national 
mailing. 

Thanks  again  for  the  tremendous 
service  you  performed  for  the  entire 
advertising  industry  in  this  special 
report. 

Cliff  Gill 

president  and  gen.  mgr. 

KEZY 

Anaheim,  Cal. 

We  were  delighted  with  the  Radio 
Code  story  in  the  23  July  issue  of 
sponsor.  Your  writer  certainly  did 
a  diligent  and  able  reporting  and 
editing   job.     We   are   duly  grateful. 

Robert  D.  Swezey 

director 

NAB  Code  Authoirty 

Washington,  D.  C. 

Please  forgive  my  tardy  letter  of 
"thanks"  for  your  handling  of  the 
23  July  special  report — "How  the 
NAB  Code  Aids  Advertisers,"  but  I 
think  you  know  I  just  returned  from 
vacation. 

I  would  appreciate  knowing  if  re- 
prints are  available  in  a  quantity 
sufficient  to  send  to  all  non-Code 
stations  as  an  example  of  your  co- 
operation in  helping  us  get  across  the 
point  thai  the  NAB  Radio  Code 
means  "good  business. 

Charles  Stone 
mgr.  for  radio 
NAB  Code  Authority 
Washington.  I).  C. 

Detroit,  not  Boston 

\l;in\  thanks  for  ihe  RKO  General 
mention  in  your  LO-second  I.D.  storj 
("Are  I.D.9  on  tin-  \\n\  out?,"  6 
\  n  gust). 

In  the  confusion  of  putting  togeth- 


er material,  however,  there  is  a  slight 
error  in  the  reference  to  our  Boston 
Independent  station.  This  should,  of 
course,  be  Detroit,  since  our  Boston 
station  is  an  ABC  affiliate  as  is  the 
RKO  General  station  in  Memphis. 

Frank  Boehm 

ilir.  of  research 

RKO  General  Natl  Salei 

New  York 

SPONSOR'S  40-year  album 

Enclosed  is  a  check  for  S2.00.  Please 
send  two  copies  of  the  "lOAear  Al- 
bum of  Pioneer  Radio  Stations" — 
one  for  my  sister  who  is  an  astron- 
omer in  Cambridge.  Mass..  and  one 
for  mvself. 

When  we  were  young  our  first  ra- 
dio set  was  one  of  the  old  crystal 
types  where  one  had  to  shift  some 
kind  of  a  stone  over  an  area  until 
some  sound  would  come  through. 

Mrs.  Gladys  Batty 
Elk  ton.  Md. 

Speaking  of  advertising 
This  is  a  request  to  use  the  material 
specified  below  for  possible  inclu- 
sion in  a  book  of  readings  I  am  pre- 
paring jointly  with  Professor  Daniel 
S.  Warner  of  the  Universitv  of  Wash- 
ington. Seattle,  and  in  future  edi- 
tions or  revisions  thereof.  The  book 
is  tentatively  titled  "Speaking  of  Ad- 
vertising." and  is  scheduled  for  pub- 
lication earlj  in  1063  by  McGraw- 
Hill  Book  Co.,  Inc..  who  published 
our  introductory  advertising  text  in 
January  of  this  vear. 

"ETV  Gets  Big  Business  Boost,! 
SPONSOR,  June  18.  1%2.  pp.  33-35, 
47-50. 

It    is    understood    that    full    credit 

will  be  given  to  your  publication,  of 

course.    If  permission  is  granted.  I 

would   appreciate   your  sending  me, 

billed   at   youi    standard    rates,  three 

sets  of  reprints  or  tear  sheets  of  this 

material   for   manuscript    processing. 

John  S.  \\  right 

OSSOC.  professor  of  adrtg. 

\  orthwestern  I  niversit\ 


21 


Sl'ONSOK 


20    UJGUST    1%2 


What  can  a  kid  teach  you  about  spending  $2,000,000? 


Watch  a  boy  make  a  good  snowball.  He  squeezes 
out  all  the  fluff.  Packs  it  tight,  firm,  hard. 

Whether  you're  spending  $2,000,000  to  adver- 
tise a  product— or  $200,000— shouldn't  you  take 
this  lesson  to  heart? 

The  selling  message  you  want  to  deliver  had 


better  be  packed  tight.  Firm.  Hard.  All  the  fluff 
squeezed  out. 

It  can  be  the  difference  between  a  campaign 
that's  solid  and  hits  and  sells  — and  one  that  can 
fall  apart. 

YOUNG  &  RUBICAM,  ADVERTISING 


sPONSOK       •       20     U  GIST    l')(>2 


CHECK  OUR 
FACTS, 
THEN  BUY: 


TERRE  HAUTE 


WITH 


# 


WTHI-TV  in  combination  with  Indianapolis 
stations  offers  more  additional  unduplicated 
TV  homes  than  even  the  most  extensive  use 
of  Indianapolis  alone. 

More  than  25%  of  consumer  sales  credited  to 
Indianapolis  comes  from  the  area  served  by 
WTHI-TV,  Terre  Haute. 

More  than  25%  of  the  TV  homes  in  the  com- 
bined Indianapolis-Terre  Haute  television  area 
are  served  by  WTHI-TV. 


This  unique  situation  revealed  here  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  foregoing 
with  authoritative  distribution  and  TV  audience  data. 


Edward  Petry  A  Co.,  Inc. 


WTHI-TV 

CHANNEL  10 

TERRE  HAUTE, 

INDIANA 


2(, 


SPONSOR       •       20    W  (.1  ST    1(>()2 


SPONSOR 

20     AUGUST     1 962 


|0$3«&  3° 


ss 


Hcvaft 


in  Restrained 

.      r  u    '  »  '  .       -r.rf       ..     .,   IM  "r 


Approach 


■ 


?^ra/D, 


pJH6um. 


***  PederaJ  //,    , 

■  ■  ■ 

■ 


to^jj 


"•"lino  Is  F,„       , 
*ri  P£C,a^  *'°"9  WM  TV 

■ 


IMAGE-MAKI 
"hich   show   tv 


ING   TECHNIQUE:   TIO   gathers   and   disfribu 
in   a    favorable    light,    asks    broadcasters   to    use 


:),,,„.""  totfi..,  , _   ,"  ""Ju,;,.  ,    . 

ns   those   columns  and    editorials   in   leading    new 
them    to    advantage 


ibutes  to  statio 

"    in    speeches    an 


and    editorials   in   leading   newsp 
=eches    and    correspondence,    as 


spapers  and    magazines 


well     as    on    the    air 


SPECIAL  REPORT-PART  TWO 


THE  IMAGE-BUILDERS  1962-63 

Matching  the  momentum  of  advertiser  groups  like  4As,  ANA,  AFA, 
broadcasting's  NAB  and  TIO  are  all-out  to  show  best  face  to  public 


■.ike  their  broader  sister  ships  I  I  \.  \\A.  AF  \  |, 
broadcasting's  nun,'  concentrated  image-making 
associations  are  routed  full-speed-ahead  on  the 
high  seas  of  public  opinion.  1962  is  a  banner 
year.  1903  looms  even  Larger.  And  while  the 
NAB  and  TIO  differ  substantially  from  the  adver- 
tiser group-,  the)  both  -hare  a  tremendous  com- 
mon  interest   in   building   up  the  prestige  of  the 


broadcast  advertising  industry.    In  particular: 

1.  Both  arc  appealing,  more  or  less,  to  the  same 
people.  Marion  Harper,  Jr..  chairman  of  the  hoard 
and  president  of  Interpublic  Inc.,  has  told  th  •  1  \-. 
"It"-  well  to  remember  that  for  both  business  and 
media,  advertising  is  a  subsidiary  or  auxiliary  in- 
terest. I  he  first  allegiance  of  business  is  to  its 
product-:   the   first   allegiance  <>t    most   good    media 


SPONSOR 


20   u  el  st   1962 


Chief  TIO  target:  schools,  educators 


BLUEPRINTED  for  publication  and  teacher  acceptance  are  two  TIO  books,  "Television  for 
Children,"  following  format  of  last  year's  influential  "Interaction"  public  affairs  piece 
(above),    and    tv/social    studies    work    on    order    of    "Television    and    the    Teaching    of   English" 


is  to  their  product.  .  .  .  Advertising 
is  our  product.  Neither  business  nor 
media  have  a  primary  interest  in 
fighting  advertising's  battles.""  Yet 
the  general  public,  which  they  all 
seek  to  influence,  is  not  so  prone  to 
the  lines  of  demarkation.  Broadcast- 
ing and  advertising,  chiefly  through 
the  inferences  of  newspapers,  are 
often  wayward  twins  in  John  Q's 
sometimes-limited  imagination. 

2.  Both  are  fighting,  on  the  whole, 
the  same  people.  Needham,  Louis  & 
Brorby,  present  task  force  agency 
for  the  AFA,  pinpointed  advertising's 
problem  in  its  proposal  for  the  1962 
Advertising  Recognition  Program. 
"When  a  Galbraith,  Schlesinger.  Hel- 
ler or  educator  attacks  advertising 
he  has  two  advantages:  1)  he  speaks 
from  an  apparent  platform  of  author- 
ity, and  2)  he  has  no  selfish  interest, 
and  poses  as  the  selfless  champion  of 
the  money  and  morals  of  helpless 
citizens."  Yet  these  same  thought- 
leaders,  these  same  opinion-makers, 
have  been  instrumental  in  fusing 
land,  to  some  industry  minds,  con- 
fusing) broadcasting's  image  with 
advertising's  image. 

3.  Both  employ  like  tools  to  spread 
the  gospel.    Making  generous  use  of 
all  the  media.  NAB  and  TIO  are  on  i 
a  par  with    1  \.  ANA  and  AFA  whJ 
it  comes  to  distribution  of  films,  slide 
presentations,     etc.      Stock     lectures, 
the    commissioning    and    placing    of 
special    articles    on    broadcasting    in 
professional     and     intellectual    jour- 
nals,    the    development    of    editorial 
material   for   use   in    newspapers,   the 
creation  of  "authoritative""  textbooks,  I 
are  some  of  the  peas  in  the  p.r.  pod. 
Material  slanted  toward  business  and 
professional  groups  on  the  one  hand.   | 
student,  parent,  and  educator  groups! 
on    the   other   with   emphasis   on   the  I 
communit)  and  communih  good  will  I 

add  to  the  likeness. 

I.    On    the   tv    level,   both    are   to- 
gether   to    a    startling    degree,     liar-  1 
per  s    '"separation    of    interests"'    phi- 
losophy  notwithstanding,  sav   broad- 
cast spokesmen,  the  "good  taste""  and   ' 
"ethical  "  criticisms  of  advertising,  so 
much  in  vogue,  stem  primarily  from 
the  television  medium.     Thus  adver- 
tising's    "defense,"     and     tv's     "de-   I 
fense,"   arc   bj    nature   of  the  econ-   i 
mm  interwoven. 


2,*; 


SPONSOR 


20   \i  (.i  st   1962 


Together,  the  advertiser-broadcast- 
el  programs  are  enough  to  staggei 
ilic  imagination  of  a  computer, 
taken  separately,  the  broadcaster  ac- 
ti\ilics  through  \  \l!  and  TIO  alone 
ha\e  ahead)  staggered  the  imagina- 
tion of  sponsor  editors. 

The  NAB  program.  \\  bile  all 
aira-  of  broadcasting  are  grisl  foi 
the  N  \B  mill,  (licit-  is  a  substantial 
emphasis  on  radio  in  its  current  pro- 
jection. Not  onl)  is  there  accelera- 
tion of  the  use  of  radio  to  cany  for- 
ward the  industry's  broad  public  re- 
lation- program    ("Build  Radio  with 


Radio"  i  :  there  i-  all-out  effort  to 
Further  radio-  public  prestige  through 
almost  ever)   a\ ailable  channel. 

I  hi-  \cai  -  National  Radio  \lontb 
kit  was  the  most  elaborate  ever  pre- 
pared l>\  the  N  \l!  Public  Relations 
Service.  Embodying  a  salute  t<>  ra- 
dio broadcasting   from  the  President 

of  the  I  nited  State-  and  all  LO  mem- 
bers     of     his     cabinet,     the     material 

broke  all  previous  ret  onl-  for  station 
and  network  u-c  The  hpical  mem- 
be]  Station  aired  the  jingles  55  times 
per  week:  live  copy  62  times  per 
week:    the    salutes    from    government 


offii  ials  I  5  times  pei  week.  In  round 
figures  this  mean-  there  were  nearly 
lull  ,i  million  exposures  ol  the  jin- 
gles .done  dm  in'  Nation. d  Radio 
Month. 

The  buc(  ess  oi  this  -aim  at  ion  cam- 
paign influenced  N  \l!  -  radio  board 
of  directors  to  keep  a<  ii\ e  the  i  am- 
paign's  theme,  "Radio  .  .  .  the  Sound 
( litizen,"  through  a  spe<  i.d  sound  ef- 
fe<  i-  promotional  tli-k  now  being 
aired  h\  N  \l!  membei  radio  sta- 
tions,   lieliex  ed    |o    |>e   the   lllo-l    w  ide|\ 

suppoi led.  sustained  on-ait  i  ampaign 
in   (he   industry's   history.      In   addi- 


EDITORIAL 


Can  industry  image-building  be  co-ordinated? 


In  this  two-part  article  on  "The  Image-Build- 
ers  1962-63"  SPONSOR  has  attempted  to  throw 
needed  light  on  the  complex  activities  of  adver- 
tising men  and  broadcasters,  aimed  at  building 
the  reputations  of  these  parallel  industries  with 
"opinion-makers"  ami  "thought-leaders." 

It  is.  on  the  whole,  a  rather  staggering  and 
hew  ildei  ing  story. 

The  amount  of  time,  mniicv.  and  high  le\el 
executive  attention  being  given  these  davs  to 
image-building  work  is  without  parallel  in  the 
histor)  of  advertising,  t\  or  radio. 

Be\ond  question  there  is  a  great  duplication 
o|  effort,  confusion  of  aims  and  activity,  and 
needle-- 1\    wasted   motion. 

What,  if  anything,  can  be  done  about  it? 

The  real  problem,  in  the  case  of  image-build- 
ing work  for  advertising,  and  especially  for  ra- 
dio t\  advertising,  is  thai  there  is  no  single  or- 
ganization charged  with  planning  the  campaign. 

The  l\s.  the  ANA,  the  \l  \.  the  NAB,  the 
I'M),  and  main  other  groups  and  individuals  are 
operating  their  own  drives,  and  so  far  efforts  to 
co-ordinate  their  activities  have  proved  largely 

unsuccessful. 

Should  there  he  a  brand  new  organization  set 
up  for  the  purpose?  SPONSOR  cringes,  as  tlo 
mo-t  thoughtful  advertising  men  and  broadcast- 
ers, at  the  idea  of  vet  another  organization  im- 
posed on  an  industry  that  is  already  overpopu- 
lated    with    organization    structure.     It    is    utter 


foil)    to    imagine    an    additional    dues-collecting 

monolith. 

^  el  there  i-  a  need  for  organization  leader- 
ship in  image-building,  and  SPONSOR  supports 
the  proposal,  advanced  by  a  number  of  thought- 
ful people,  that  the  work  should  he  concentrated 
under  the  highlv    respected    \tl\ei tising  Council. 

To  do  this  would  require  a  substantial  change 
in  the  Council's  charter,  which  at  presenl  pro- 
vides onl)    for  public  sen  ice  activities. 

Such  a  change  would  undoubtedly  be  resisted 

l>\    certain    members   of   the    indusln    who   would 

fear  that  the  inclusion  of  industr)  promotion 
work   would   weaken   the  Council's  prestige. 

SPONSOR  believes,  however,  that  with  proper 
care  the  Council  could  be  expanded  without  in 
an)  wa\  sapping  it-  influence  or  reputation.  \nd 
the  arguments  in  fax  or  of  tin-  expansion  aie  so 
great  that  it  ought  to  be  explored. 

The  Advertising  Council  has.  as  charter  mem- 
bers and  supporters,  four  of  the  organizations 
most  vitall)  interested  in  the  image  problem 
I  I  is,  ANA,  AFA.  NAB). 

It  present!)  need-  additional  sources  of  in- 
come. It  has  strikingl)  proved  that  it  can  ad- 
minister both  substantia]  fund-  and  programs 
w  ith  dignit)   and  integrit) . 

sponsor  urges  consideration  for  the  idea  thai 
advertising  image-building  i  quite  aside  from 
broadcast  image-building)  be  concentrated  in 
the    \d  Council. 


llllllllllllllllllllllllllllllllli 
SPONSOR      •      2D    U  GUST    1(X)2 


RADIO  COOL 

OF 

GOOD 

PRACTICES 


\  \  I  ION  \l      \SMX  I  \  I  ION 
(  II      BKOVIM    \SI  I  KS 


TELEVISION 


TUB  f,,. 
ASSOC    «.T  OS-  Of 
3R0AOCASTKRS 


CODE  STRENGTHENING  by   NAB,   like  the  tight  "Creative  Code"  of  4As,  is  considered   by 
industry  image  merchants  to   be  of  major  significance  in  public  relations  efforts  by  broadcasters 


Lion,  a  continuing  program  "to 
launch  NAB  on  a  positive  tack  re- 
garding radio"  is  being  highlighted 
bj  the  distribution  of  both  new  and 
updated  booklets  on  the  medium,  as 
well  as  a  campaign  called  "Look  for 
a  Room  with  a  Radio."  designed  to 
persuade  hotel  and  motel  operators 
to  provide  radios  for  their  guests. 

In  the  area  of  booklets,  "If  You 
Want  Air  Time"  and  "Radio  U.S.A." 
arc  two  of  the  pieces  written,  pro- 
duce 1.  published,  and  distributed 
this  year.  Another,  "If  You  Want 
Air  Time."  now  has  more  than  70.- 
000  copies  in  circulation.  NAB  has 
also  updated,  expanded,  and  re- 
issued its  1960  edition  of  "Program 
Material  Available  from  Government 
and  Civic  Agencies  for  Use  by  Ra- 
dio Stations." 

The  "Look  for  a  Room  with  a 
Radio"  campaign,  while  generic  in 
nature,  is  aimed  at  the  local  level. 
NAB  has  sent  its  stations  a  set  of  six 
spot  announcements  telling  radio  lis- 
teners why  they  should  demand  ra- 
dios in  their  rooms  whenever  thev 
stop  at  hotels  or  motels,  as  well  as 
l wo  -ample  letters  for  adaptation  b\ 
individual  stations,  one  explaining 
the  campaign  to  hotels  and  motels 
alread)  supplying  radio-  to  guests, 
the  other  tellinp  win  il  -  "good  busi- 
ness    for   a    motel    or   hotel   to   onei 


travelers  the  service  of  radio. 

But  while  radio  is  much  in  NAB"s 
limelight,  it  certainly  has  not  buried 
the  associations  other  1962  pro- 
grams. If  anything,  it  has  acceler- 
ated the  overall  approach  to  industry 
image-building.  Recent  activities  in- 
clude: 

1.  Speech  aids  to  members.  Some 
1.076  stations  have  been  using  NAB's 
11  different,  full-length  speech  texts 
in  their  communities. 

2.  Contacts  with  public  service 
organizations.  Liaison  with  public- 
service  groups  has  been  stepped  up. 
ranging  from  the  aforementioned 
Presidential  tape  for  use  during  Na- 
tional Radio  Month  to  arrangements 
for  the  presentation  of  a  special 
award  to  the  broadcasting  industry 
from  the  President's  Committee  on 
Employment  of  the  Handicapped,  an 
award  presented  at  the  White  House 
by  President  Kennedy  and  received 
by  Governor  Collins.  In  addition. 
NAB  officials  have  made  talks  be- 
fore the  national  conventions  of  the 
American  Public  Relations  \»n..  the 
National  \\iation  Trades  Assn..  and 
the  Assn.  of  Civil  Defense  Public 
Information  Officers,  as  well  as  ad- 
vertising clubs,  service  organizations, 
and  parent-teacher  groups  across  the 
count  r\ . 

3.  Speaker-"     bureau.     Current!) 


underway  is  the  establishment  of  a 
National  Speakers'  Bureau  composed 
of  broadcasters  who  would  be  avail- 
able on  a  state  or  regional  basis  to 
talk  about  the  industry  at  meetings 
of  local,  state,  and  national  organiza- 
tions. Names  of  volunteers  are  be- 
ing  compiled  for  publication  in  book- 
let form. 

1.  Direct  mail.  Telling  the  indus- 
try's storv  through  direct  mail  has 
involved  communications  to  indi- 
viduals, institutions,  and  organiza- 
tions of  far-flung  interests.  Latest 
analyses  show  a  sharp  increase  in 
this  type  of  activity. 

5.  Joint  communications  program. 
Last  month.  NAB  announced  a  joint 
communications  program  with  the 
General  Federation  of  Women  s 
Clubs  for  some  eight  million  club- 
women in  the  United  States.  De- 
sinned  "to  give  clubwomen  a  better 
understanding  of  the  ways  in  which 
radio  and  television  serve  \merica. 
and  to  provide  broadcasters  with  an 
additional  means  of  gauging  public 
reaction  to  their  efforts,"  the  pro- 
gram will  focus  on  three  distinct 
areas:  distribution  of  NAB's  soon-to- 
be-published  Speaker's  Bureau  Direc- 
tory to  about  16.000  women's  clubs 
in  the  50  state  federations:  prepara- 
tion of  stud\  guides  by  NAB  for  dis- 
:  emination  to  individual  clubs  and 
state  federations:  and  participation 
by  NAB  in  a  program  of  awards  to 
be  given  h\  local  women  s  clubs  to 
local  radio  and  television  stations. 

The  NAB  Code  program.  Though 
largeh  interior,  prett)  much  a  "fam- 
il\'"  affair,  the  recent  strengthening 
of  both  the  Radio  and  Television 
Code  has  a  direct  influence  on  the 
industry's  exterior  activities.  Like 
the  4A"s  new  "Creative  Code."  which 
provides  for  expulsion  from  the  \s- 
sociation  an)  agencies  which  violate 
it.  the  revised  Television  Code,  for 
example,  is  not  only  a  tightened 
document:  it  allows  for  stronger  ad- 
ministering: of  it.  The  New  A  ork 
Code  Office  has  just  employed  a  new 
staff  member  to  research  product 
claims  in  advertising  copy.  Plans 
are  underwa\  to  draw  up  concrete 
guide  lines  for  acceptance  of  com- 
mercials The  lirst  of  these,  a  guicM 
line  on  arthritis  and  rheumatism 
commercial-,    will    be    issued    within 


30 


SPONSOR 


20    U  GUST    1962 


tlit-  next  two  months. 

Vmong  tin-  revised  code  provisions 
which  man)  broadcasters  feel  will 
strengthen  their  public  image: 

•  The  dealing  with  sensitive  or 
adult  themes  in  programing,  such  as 
the  Code's  \  i«-w  on  the  recent  "Bene- 
factor" episode  on  CHS  TV's  Defend- 
ers series. 

•  \  "community  responsibility" 
interpretation,  which  reads.  "Re- 
quests for  time  for  the  placement  of 
public  service  announcements  or  pro- 
grams should  be  carefully  reviewed 
with  respect  to  the  character  and  rep- 
utation of  the  group,  campaign  or 
organization  involved,  the  public  in- 
tere-t  content  of  the  message,  and 
the  manner  of  its  presentation." 

•  Stronger  provisions  on  adver- 
tising in  relation  to  children. 

The  TIO  program.  The  110.  un- 
der the  chairmanship  of  Clair  H.  Mc- 

i  Collough.  is  comparable  to  Santa's 
workshop  in  early  December.  I  nlike 
an\  of  the  other  image-building  or- 
ganizations discussed  thus  far.  it  has 
the  advantage  of  concentration  on  a 
single  medium.  That  practically 
ever)  avenue  of  that  medium  is  be- 
ing  explored  with  elaborate  machin- 
ery is  attested  to  hv  the  organiza- 
tion S    roster   of   current    top   prioritv 

,  projects: 

1.  110  is  just  completing  distri- 
bution of  a  four-part  color-slide  pres-J| 


dilation  "to  help  inform  interested 
groups  in  local  communities  about 
television."  These  materials  have 
found  a  wide  variety  of  uses,  being 
shown  not  onlv  to  communit) 
groups,  legislators  and  educators,  but 

at  the  national  level  to  conven- 
tions of  the  General  Federation  of 
Women'-  (1ul»-.  the  \inerican  Li- 
brary \ssn..  the  Broadcasters  Pro- 
motion \ssn..  and  similar  groups. 
Illustrated  copies  of  the  script  have 
heen  used  as  special  mailings  and  as 
informative  give-awa)  literature  for 
presentation  audience-  and  foi  visi- 
tors to  stations. 

2.  Feeling  that  no  comprehensive 
course  on  television  was  available  to 
the  nation  s  teachers,  TIO — in  co- 
operation with  the  New  ^  ork  Citv 
Hoard  of  Education — developed  a  12- 
lecture  course  covering  all  signifi- 
cant aspects  of  commercial  tv.  a  proj- 
ect now  in  it-  second  year  and  at- 
tracting nearlv  250  registrants  each 
semester.  The  full  set  of  lectures. 
ranging  from  technology  to  criticism, 
is  now  being  sent  to  broadcasters  foi 
undertaking  in  local  schools. 

3.  Within  90  days.  TIO  will  issue 
a  major-project  book  entitled  "Tele- 
vision for  Children,  which  will  be 
widely  circulated  among  educators, 
parent  groups,  and  others,  in  addi- 
tion to  broadcasters.  The  project 
grew    out    of    the    success    of    "Inter- 


action a  repot  t  on  publii  affaii  - 
programs   i  reated    hv    stations     and. 

like    that    work,    w  ill    plov  ide   "a    -tali- 

men!   of  the   industry's  current    pel 
formance   in   an    important    program 

categoi  \ .  a-  well  a-  a  soun  e  of  pro 
gram  idea-  for  broadcasts  - 

I.      First      Steps      have     been      taken 

toward  the  preparation  of  ,i  televi- 
sion resources  hook  foi  teachers  oi 
social  studies,  patterned  aftei  the 
recentl)  completed  volume.  "Televi- 
sion and  the  Teaching   of   English," 

which    ha-    alreadv     heen    distributed 

to   -< •   60,000   teachers.     Like   the 

"English"  hook,  the  social  studies 
work  will  "provide  teachers  with 
practical  suggestions  for  using  com- 
mercial  television   as  an   adjunct   to 

their  conventional  teaching  meth- 
od-." 

More,  perhaps,  than  am  of  the 
other  trade  associations,  TIO  tar- 
gets to  the  nation's  schools.  Its 
"bulletin-  of  programs  ol  special  in- 
terest." for  example,  are  now  posted 
in  schools  and  churches  throughout 
the  country,  often  as  the  basis  for 
classroom  assignments.  Some  ;i7  tv 
stations,  serving  2!!  cities,  now  co- 
operate in  this  particular  venture. 
Approximately  1  lo.ooo  bulletins 
leave  the  I  TO  offices  in  \ew  ^  ork 
each  month.  Bibliographies  of  I  IO 
publications  relating  to  television  are 
i  Please  turn  to  page  17  I 


The  three  men  most  responsible  for  building  radio  tv  image 


ROY    DANISH 

Director,  TIO 


ROBERT    D.    SWEZEY 

Director.   NAB  Code  Authority 


JOHN    M.    COURIC 

Manager.  NAB  Public  Relations 


SPONSOR      •      20   AUGUST    1962 


31 


PUBLIC   AFFAIRS   SHOWS   CLIMB 


^    Popularity  with  consumer  advertisers  is  one  of  the 
reasons  for  the  increase  in  public  affairs  programing 

^    The  introduction  of  minute  participation  plans  helps 
low-budget  advertisers  enter  institutional-message  realm 


artly  responsible  for  the  60% 
increase  in  public  service  programing 
since  1958,  is  the  infiltration  of  con- 
sumer advertising  into  an  area  once 
nearly  dominated  by  institutional 
advert  isi  mi. 

This  practice — nourished  by  the 
institution  of  the  minute  participa- 
tion plan — is  exemplified  by  NBC 
TV's  Today,  which  has  sold  minutes 
this  fall  to  Washington  State  pota- 
toes, Eureka  Williams  vacuum  clean- 
ers, Champ  Hats,  and  Revere  Copper 
&  Brass  kitchen  utensils.  The  Pacific 
Hawaiian  fruit  drinks  campaign, 
which  began  in  February,  will  con- 
tinue until  December.  Sterns  Nurs- 
eries, beginning  in  the  spring,  will 
advertise  horticultural  roses  and 
gladioli. 

On  CBS  TV's  Morning  Minute 
Plan,  commercials  of  numerous  ad- 
vertisers are  rotated  on  four  pro- 
grams beginning  at  10  a.m.  with  Cal- 
endar and  continuing  until  noon. 

But  the  advance  of  consumer  ad- 
vertising on  public  affairs  programs 
is  not  confined  to  the  lower-budgeted 
clients.  Lipton  Tea,  to  name  one,  has 
bought  one-sixth  participation  in 
NBC's  1962  election  coverage.  Again, 
as  in  the  1960  conventions  and  elec- 
tion coverage,  Lipton's  spokesman, 
George  Fenneman.  will  deliver  the 
company's  soft-sell  messages. 

P.  Lorillard  Co.,  on  behalf  of  New- 
port cigarettes,  will  be  another  public 
affairs  program  user  this  fall  via  one- 
half  sponsorship  <>l  tin-  ""  \nicrica- 
Cup"  yachting  race  17  September 
from  Newport.  R.  I. 

Consumer  advertisers  on  a  few 
other  NBC  public  affairs  programs 
arc:  R.  J.  BcMiolds  for  Camels  ciga- 


rettes; Reynolds  Metals  for  aluminum 
wrap,  and  American  Home  Products, 
which  has  replaced  Texaco  on  the 
Huntley-Brinkley  Report. 

Some  consumer  advertisers  on  CBS 
TV  are  Polaroid  (Doyle  Dane  Bern- 
bach)  and  Pepperidge  Farms  (Ogil- 
vy,  Benson  &  Mather)  on  CBS  Re- 
ports, and  again  Polaroid,  Vick 
Chemical  (Morse  International),  and 
Liggett  &  Myers  (J.  Walter  Thomp- 
son)  on  Eyewitness. 

The  daily,  afternoon  and  evening 
CBS  News  telecasts  are  sponsored  by 
Squibb  (McCann-Marschalk),  Menly 
&  James  (Foote,  Cone  &  Belding), 
Anahist  (Ted  Bates),  Johnson's  Wax 
(FC&B),  Bristol  Myers  (Young  & 
Rubicam),  Lever  Brothers  (Sullivan, 
Stauffer,  Colwell  &  Bales),  Carter 
Products  (Bates),  Philip  Morris 
(Benton  &  Bowles),  Goodyear  Tire 
&  Rubber  Co.  (Y&R),  and  Whitehall 
Pharmacal  Division  of  American 
Home  Products  (Bates).  The  buys 
are  all  in  the  Harry  Reasoner,  Doug- 
las Edwards  and  Walter  Cronkite  pro- 
grams and  Eric  Sevareid's  Sunday 
evening  program.  CBS  News  with 
Robert  Trout  on  Saturday  afternoons 
is  sustaining. 

At  ABC.  the  Sunoco  ABC  News 
Final   with    Bill    Shadel   at    11    p.m. 

(EDT)  is  sponsored  by  the  Sun  Oil 
Co.  via  the  William  Esty  Co.  ABC's 
Evening  Report  (at  6  p.m.  EST)  is 
backed  by  Squibb  (Donahue  &  Coe), 
American  Tobacco  (SSC&B) .  Kemper 
Insurance  (Clinton  Frank),  and 
Schick   (Norman.  Craig  &  Kummel). 

Irneriean      Newsstand     with     Roger 
Sharpe    and    Mid-day    Report    with 

\lc\  Drier,  both  afternoon  programs, 
are  sponsored  on  a  participating  and 

HANDLING  the  miles  as  anchor  man  or  man-at-the-scene  for  the  three  major  tv  networks' 
news  and  public  affairs  programs  are  CBS  TV's  Walter  Cronkite  (above),  ABC  TV's  Howard 
K.  Smith,  and  NBC  TV's  Frank  McGee.  Sponsors  often  advertise  in  news  shows  via  participations 


32 


SPONSOR      •      20    \l  G!  ST    1()(>2 


News  and  public  affairs  shows  and  specials  in  the  fall  lineup 


Program 

NBC  Election  C'ge 
Huntley-Brinkley    Report 

NBC  News  Morning 

Report 
NBC  News  Day  Rep't 
NBC  News  Afternoon 

Report 
Today 

Meet  Mr.  Wizard 
This  is  NBC  News 
Update 

Meet  the  Press 
David  Brinkley's 

Journal 
Chet  Huntley 

Reporting 
Instant  Specials 
Election  Specials  (8) 
NBC  White  Papers 
6  Actuality  Specs  on 
DuPont  Show  of  Week 
Nation's  Future 
Ed.  program  (kids) 
News  Specials: 
"The  44th  National 
Automobile  Show" 
"Riddle  of  Lusitania" 
"America's  Cup" 
"The  River  Nile" 
Shakespeare 
"Who  Goes  There?" 


Time 


N 


Sponsor 


6  Nov. 

Lipton  Tea  (1  6) 

Mon-Fri 

R.  J.  Reynolds 

6:45-7 

American  Home 

Mon-Fri 

General  Mills  (MWF) 

10:25-10:30 

Bristol-Myers  (T.Th) 

M-F  12:55-1 

General  Mills 

Mon-Fri 

Bristol-Myers  (MWF) 

4:55-5 

General  Mills  (T,  Th) 

M-F  7-9* 

Participating 

S    1:30-2 

Sust. 

Sun  4:30-5 

Sust. 

Sun  5-5:30 

Sust. 

Sun  6-6:30 

Wheeling  Steel  Co-op 

Mon  10-10:30 

Pitts.  Plate  Glass 

Douglas  Fir  Plywood 

Tues  10:30-11 

Xerox  Corp. 

Mentholatum  Co. 

on  occurrence 

Most  by  Gulf 

2  Sept.-5  Nov. 

S'gs  &  Loan  F'n 

TBA 

TBA 

DuPont 

TBA 

12:30-1:30 

21  Oct. 

Reynolds  Metals 

6-7 

27  Aug.  10-11 

17  Sept.  10-11 

Newports  (V2) 

TBA 

TBA 

TBA 

Agency 

SSC&B 

Wm.  Esty 

Ted  Bates 

Knox  Reeves 

Y&R 

Knox  Reeves 

Y&R 

Knox   Reeves 


C&W 

Maxon 

Cole  &  Weber 

PK&L 

JWT 

YR 

McC-E 

BBDO 


L&N   (N.Y.) 


L&N 


Cost 

$900,000 
125,000 

12,500 

15,000 
15,000 

2,500  seg. 

17,500 

30,000 

30,000 

35,000 

90,000 

75,000 

50,000 

500,000 
150,000  ea. 
100,000 

150,000 
60,000 

300,000 

150,000 
150,000 
150,000 
150,000 
100,000 


I'lu-f   .in    estimated   costs    for  program,    time,    ind   talent.      All    programs    art  or   evening   programs   unless    marked    bj 


rotating  basis. 

Public  service  programing — de- 
fined l>v  A.  C.  Nielsen  \  ire  president 
T.  R.  Shearer  as  "informational  in 
nature  in  contrast  to  regular  enter- 
tainment programs" — totaled  152 
boors  from  October  1  *>(>!  through 
January  1962.  This  compares  with 
94  hours  in  1958-59.  While  the  num- 
ber of  hours  rose  steadil)  in  the  past 
four  years,  so  did  the  percentage  of 
sponsored  hours,  going  from  16'  <  in 
1958  to  54!  <   in  1962.' 

As  evidence  of  acceptance  of  pub- 
lic affairs  programing,  the  Nielsen 
Tv  Index  shows  that  in  1958  15'  I    of 


the  public  affairs  programing  hours 
were  placed  in  evening  slot-  and  85'  < 
in  Sunday-afternoon  slots.  This  \ear, 
the  evening  percentage  rose  to  51' . 
and  Sunday   dropped  to  46'  I  . 

Uso,  the  audience  rating  level,  ac- 
cording to  Shearer,  of  the  average 
sponsored  public  service  program  in 
1958  was  10' ,  and  is  still  10%,  al- 
though the  1961-62  audience  of 
1,700,000  is  100,000  larger  than  the 
1958-59  audience  due  to  the  increase 
in  the  number  of  tv  homes. 

The  most  recent  advertiser  to 
schedule  a  prime-time  public  affairs 
program  is  Metropolitan  Life  Insur- 


ance Co.  which  makes  it-  t\  debut 
this  fall  with  full  sponsorship  "I  <  BS 
News  extras. 

Other  CBS  programs  on  the  sched- 
ule which  will  appear  in  prime  time 
include  coverage  of  campaigns  and 
elections,  Project  Mercury,  religious 
and  holiday  specials  and  a  number 
of  Full-hour  informational  programs 
produced  I>\  the  Public  Vffairs  De- 
partment of  CRS  News,  slotted  for 
\\  ednesdaj  9  from  7 :30-8:  t(  I  p.m. 

The  news  and  public  affairs  shows 
"'are  often  ideal  vehicles  b>r  adver- 
tisers who  have  special  seasonal  prob- 
lems or  particulai  pi  odu<  I  01  sei  \  ice 


SPONSOR       •       20   AUGUST    1962 


Partial  list  of  news  and  public  affairs  programs  for  1962-63 


Program 
CBS   Reports 

20th  Century 

Lamp  Unto  My  Feet 

Look  Up  and  Live 

Eyewitness 

Calendar 

CBS  News  Washington 

Rep't  (Schoenbrun) 
Reading  Room 


Time 

W  7:30-8:30 

(3  of  4  Ws) 
Sun  6-6:30 
Sun  10-10:30* 
Sun  10:30-11* 
F  10:30-11 
M-F  10-10:30* 
TBA  Sun  V2  hr. 

S  12:30-1 


Sponsor 
Participating 

Prudential 

sust. 

sust. 

Participating 

(minute  plan) 

sust. 

sust. 


Agency 


Reach,  McC 


**Cost 

$50  000 


25,000 


ABC 


Program 

Time 

Sponsor 

Agency 

**Cost 

H.K.  Smith  News  Comment 

Sun  10:30-11 

Nationwide   Ins. 

B.  Sackheim 

16,500 

Winston  Churchill — 

Sun  6:30-7 

Menly  &  James, 

SSC&B, 

The  Valiant  Years  (rpt) 

N.  American  Philips 

Ovaltine 

U.S.  Rubber 

C.J.  LaRoche 
Tatham-Laird 
FRC&H 

A.  Stevenson  Rep't 

Sun  3:30-4 

sust.  alt  wks 

Editors  Choice 

Sun  3:30-4 

sust.  alt  wks 

Issues  and  Answers 

Sun  4-4:30 

sust. 

Directions  '62 

Sun  3-3:30 

sust. 

Meet  the  Professor 

Sun  2:30-3 

sust. 

B&H  Close-Up! 

various 

Bell  &  Howell 

McC-E 

49  000  v;. 

•  Times    "ii-    ;t  in.     (all    others    [>.m.)      **Prii 

es    refer    i"   ave  age    cosl    foi    pi 

:.  i  Bins    Dnlj       !    '    '    ;r  o   ii'-i   pi  Ices    1  aeeni  s    o 

inn  i  -  ion  nol    included  i . 

messages  that  require  a  distinctive 
setting,'  according  to  John  Karol. 
\  ice  president,  special  projects  for 
CBS  T\    Network  Sales. 

Noting   that   these  shows  cost    from 

$20,000  to  perhaps  $100,000  for  full- 
hour  presentations,  Karol  said  that 
tin-  varietj  of  Mihjects  and  treatments 
possible  is  enormous,  and  that  the 
network  is  read)  t<>  help  anj  client 
develop  .1  program  to  suit  hi-  specific 
needs. 

At  ABC,  Roberl  Lang,  vice  presi- 
ilent  in  charge  of  operations  and  sales 
fni  the  \BC  News  department,  -aid 
ih. it  there  are  three  forces  at  work 
which  should  help  increase  sponsoi 
interest  in  new-  and  public  service 
rograms  foi   1962-63. 


"First."  lie  said,  "the  public  i- 
more  aware  each  day  of  its  immedi- 
ate stake  in  the  events  of  the  day. 
Secondly,  news  organization-  are  be- 
coming more  proficient  at  projecting 
information  more  attractivelv  and 
thirdly,  sponsors  are  learning  that 
most  of  the  old  bugaboo  worries  of 
assoeiation  with  controversy — are 
groundless." 

He  added  thai  VBC's  award-win- 
ning Hell  &  llmi  ell  Close-l  /».'.  which 
often  take-  up  controversial  themes, 
i>  scheduled  for  four  one-hour  and 
I  I  half-hout  progi am-  this  season. 

The  varietj  of  available  new-  and 
public  affairs  programs  on  \ lit  I  \ 
"attracts  all  kind-  oi  messages  from 
a   une-miniite   commercial    l"i    cran- 


berries (Ocean  Spra)  l  to  Gulf  Oil's 
sponsorship  of  a  series  of  'instant 
news  specials."  Carl  I-indemann.  Jr.. 
special  projects  vice  president,  said. 
He  stated  that  low-budgeted  adver- 
tisers "have  found  Today  a  highly 
successful  and  inexpensive  vehicle  to 
showcase    their     products,     while    the 

larger  company,  with  a  greater  and 
more  flexible  advertising  budges 
has  found  participation  in  a  series 
of  NBC  New-  specials  to  be  the  exaa 
mean-  ol  reaching  its  market. 

Lindemann  added  that  association 
with  important  new-  events  give* 
advertisers  "the  opportunity  t"  he 
recognized  as  civic-minded  publk 
servants.'  ^ 


34 


SPONSOR 


20    VUG! ST    1962 


INSURANCE  FIRMS  HOP  INTO  TV 


^    SPONSOR  finds  remarkable  breakthrough  in  insur- 
ance industry  as  more  companies  realize  the  value  of  t\ 

^    Metropolitan  Life,  nation's  largest  insurance  com- 
pany, enters  television  with  series  of  special  news  shows 


I  elevision,  come  autumn,  will  be 
the  principal  beneficiar)  of  an  un- 
precedented amount  of  business  from 
insurance  companies.  It  i>  estimated 
thai  at  least  It'  companies  and  sev- 
eral allied  professional  groups  will 
be  shelling  out  large  premiums  to 
the  video  networks  starting  with  the 
fourth  quarter  of  "(>2. 

First  quarter  "(>2  billings  of  insur- 
ance advertising  was  23.29?  over 
the  similar  period  last  year.  Experts 
in  the  held  predict  an  infinitely  high- 
er increase  for  the  fall  of  this  year. 
\lso.  there  II  be  income  from  insur- 
ance companies  venturing  into  t\  for 
the  first  time. 

Gross  time  tv  billings  last  year  for 
insurance  outfits  added  up  to  $14,- 
957,099.  Of  this  sum.  $11,204,099 
went  into  network  t\  and  $3,753,000 
was  allocated  to  spot. 

Authoritative  sources  in  the  insur- 
ance field  told  SPONSOR  that  the  pro- 


fession spends  approximately  $60 
million  in  total  advertising  annually. 

\hnut  20',  of  this  sum  will  go  into 
broadcast  s  coffers  next  season  for 
the  purpose  of  fashioning  a  climate 
in  which  the  insurance  man  can 
function  with  the  greatest  «>f  ease. 

I  he  top  t\  insurance  advertiser  in 
the  first  quarter  of  this  year  was 
Mutual  of  Omaha  with  expenditures 
of  $961,915.  Prudential  was  second 
with  $875,070.  \llstate  wa-  third 
with  s  id,1;. 777.  Other  first-quarter 
leaders  were  State  Farm  Mutual.  Na- 
tionwide. Liberty  Mutual.  Blue  Cross, 
Blue  Shield,  and  Kemper  Insurance 
( Iroup. 

Insurance  advertising  breaks  down 
into  several  categories,  all  of  which 
t\  handles  with  considerable  esteem 
and  high  potency.     Of  the  $1]  some 

odd  million  in  network  hillings,  near- 
1\  $6  million  advanced  the  cause  of 
life  insurance:   more  than  $5  million 


plugged  Inc.  casualty,  and  othei 
t\  pes  <>f  insurant  e. 

Perhaps  the  most  signifii  an)  o< 
currence  in  the  field  .,f  advertising 
investments  of  life  insurance  com- 
panies is  Metropolitan  Life'-  deter- 
mination to  enter  t\.  \  longtime 
user  of  magazines,  newspaper,  and 
radio,  this  marks  the  first  time  for 
the  giant  company's  sampling  of  net- 
work t\.  Metropolitan  Life's  debul 
will  he  made  at  the  end  of  Septem- 
ber with  a  series  of  specials  tenta- 
tive!)  titled  CBS   \eu  s  Extra. 

It  is  e\pei  led  thai  Metropolitan 
Life's  instant  specials  will  he  seen 
approximate!)    once  ever)    two  weeks. 

\  Metropolitan  executive  told  SPON- 
SOR  that  the  commercials  will  fea- 
ture Famil)  Security  Checkup  as 
well  a-  health  and  safet\  messages 
offering  the  insurance  companies 
celebrated  booklets.  \-  a  result  of 
the  company  -  venture  in  tv,  it  was 
indicated  thai  more  people  will  hear 
about  Metropolitan  at  one  time  than 
ever  before. 

Said  a  Metropolitan  spokesman: 
"Metropolitan's  advent  in  t\  con- 
tinues the  company's  tradition  of 
public     service.      For     man)      \ears, 

Metropolitan  ha-  been  a  well-known 
sponsor    of    radio    news.      Its     radio 


'. 


Mutual\ 

OF  OMAHA" 


«•  /        v. .       =  o 


'"'  iMtvnt.** 


INSURANCE  field  is  using  tv  to  prepare  way  for  salesman's  call  and   helping  build  favorable  attitude  toward  agent.    During  fourth  quarter  of  '62 
above  logos  will  be  seen  on  net  and   local   shows.  Above,   l-r:  Allstate,  Mutual  of  Omaha.     Below,  l-r:  Nat'l   Assn.  of  Insurance  Agents,   Prudential 


SPONSOR   •   20  AUGUST  1962 


35 


Television  has  made  friends  for  agents 


COPY     theme    will     be     agent    service,     says 
Blake   Newton,   Jr.,   pres.,    Inst.   Life    Insurance 


messages,  like  its  advertisements  in 
national  magazines,  have  emphasized 
health  and  safety  hints  and  good 
citizenship.  Adding  tv  to  the  media 
used  gives  Metropolitan  an  even 
more  comprehensive  program  of  pub- 
lic service.  Today,  tv  news  specials 
have  become  an  increasingly  impor- 
tant source  of  information  for  the 
American  public.  Metropolitan,  in 
its  sponsorship  of  news  specials,  will 
be  helping  to  inform  American  citi- 
zens on  important  news  at  a  time 
w  lien  it  is  in  newspaper  headlines — 
or  even  before."  In  ]')(>1 ,  Metropoli- 
tan spent  more  than  $4  million  in 
magazines  and  newspapers. 

In  another  important  life  insur- 
ance  business  development,  a  pro- 
posal  to  up  the  national  ad  budget 
of  the  Institute  of  Life  Insurance 
(supported  hv  life  insurance  com- 
panies  which  represent  95%  of  the 
assets  of  the  business  I  to  include 
both  network  and  spot  tv  was  ap- 
proved l>\  the  Institute's  board  of  di- 
rectors recently.  Approximately  $1 
million  has  been  added  to  the  Insti- 
tute's  budget  and  this  sum  will  go 
into  \  ideo.  There  will  be  continued 
use  of  newspapers,  but  in  addition, 
the  Institute  will  buy  two  network  tv 
specials  and  a  series  of  tv  spots  in 
55  markets.  SPONSOR  learned  that  the 
Institute  i-  dickering  with  both  NBC 


AGENTS  approve  the  CBS  TV  program,  says 
Henry    Kennedy,    second    v. p.,    Prudential    Ins. 


TV  and  CBS  TV  regarding  the  pur- 
chase of  an  election  package.  The 
theme  of  all  commercials,  according 
to  Blake  T  Newton,  Jr.,  president  of 
the  Institute  will  be  the  services  of 
the  life  insurance  agent. 

Newton  told  members  of  the  Insti- 
tute that  "the  opportunities  for  indi- 
vidual companies  and  their  field 
forces  to  identify  themselves  with 
both  the  print  and  television  mes- 
sages would  be  more  extensive  than 
ever  before."  Newton  added  that 
"the  Institute  will  offer  participating 
companies  the  broadest  portfolio  of 
promotion,  merchandising,  and  tie-in 
materials  it  has  ever  developed." 
Also,  Newton  said  the  aim  of  most 
of  the  promotion  material  would  be 
to  give  a  company  and  its  agents 
clear  identification  with  the  mes- 
sages, and  to  inform  them  and  the 
general  public  where  and  when  the 
messages  will  appear.  Newton  was 
confident  that  the  program's  "poten- 
tial lift  to  agent  and  employee  morale 
ma\  well  be  one  of  its  most  signifi- 
cant aspects." 

The  Institute  of  Life  Insurance 
plans  to  utilize  spot  tv  in  the  follow- 
ing markets:  New  York/Newark,  Los 
\ngeles,  Chicago,  Philadelphia.  Bos- 
ton. Detroit.  Cleveland.  San  Fran- 
cisco. Pittsburgh,  St.  Louis.  Wash- 
ington,   Minneapolis/St.    Paul.    Indi- 


anapolis, Dallas/Ft.  Worth,  Cincin- 
nati. Kansas  City,  Buffalo,  Seattle, 
Milwaukee,  Atlanta,  Charlotte.  Hous- 
ton. Baltimore.  Memphis,  Hunting- 
ton, Miami,  Hartford,  Portland,  Ore., 
Kalam/Grand  Rapids,  Birmingham, 
Syracuse.  Columbus.  Ohio,  New  Or- 
leans, Albany.  Schenectady,  Troy, 
Louisville,  Denver.  Oklahoma  Cit\. 
Omaha,  Norfolk.  Tampa.  Davenport, 
Nashville,  Dayton,  Greensboro,  Des 
Moines.  San  Diego,  Champaign.  Tul- 
sa, Salt  Lake  City.  \\  ilkes-Barre,  San 
Antonio,  Richmond,  Ft.  Wayne, 
Chattanooga  and  Portland,  Me. 

The  Institute's  new  budget  is  be- 
ing increased  from  $1,785,000  to  $2,- 
787,000  with  the  object  of  solving 
two  problems.  The  first  is  to  edu- 
cate the  public  about  the  guarantees 
that  only  life  insurance  can  provide. 
The  second  is  to  create  in  the  pub- 
lic mind  a  more  accurate  understand- 
ing of  the  purpose,  ability,  and  serv- 
ice of  the  life  insurance  agent.  Com- 
mercials will  be  of  60-second  dura- 
tion. 

There  is  virtual  agreement  among 
insurance  executives  that  television 
offers  an  unusual  opportunity  to 
demonstrate  the  good-will  role  of  the 
insurance  agent.  Furthermore,  it  is 
no  surprise  in  the  industry  to  see  so 
many  insurance  organizations  ex- 
press their  interest  in  network  tele- 
vision. 

"Life  insurance  companies  are  ex- 
panding their  advertising  programs 
in  all  areas,  and  it  is  understandable 
that  tv  should  be  one  of  those  areas," 
Donald  F.  Barnes,  v. p.  of  the  Insti- 
tute of  Life  Insurance,  told  sponsor. 
"I  don't  think  this  is  so  much  a  ques- 
tion of  switching  media  as  it  is  a 
question  of  expanding  coverage. 
The  immense  growth  of  life  insur- 
ance in  the  last  20  vears  has  been 
consistent  with  the  increase  in  life 
insurance  advertising.  As  the  in- 
surance companies  and  their  agencies 
learn  how  to  use  electronic  media 
more  effectively,  pari  of  this  growth 
will  certain!)  he  reflected  in  these 
media.  Perhaps  the  best  summation 
is  to  say  that  life  insurance  com- 
panies arc  supporting  their  agents 
through  advertising  more  compell- 
ing!) lodav  than  the)  ever  have  in 
the  past." 

Network  officials  also  saw  a  re- 
i  Please  turn  to  page   17) 


36 


SPONSOR       •      20   AUGUST    1962 


1972: 
the  voice 
of  the  adman 
will  be  heard 
in  our  land 


u-  <A<?>V 


m^mM^ 


V%    L  //#w 


Editor's  note:  If  current  trends  in 
the  advertising  industry  (automation, 
program  divorcement,  global  expan- 
sion, etc.)  continue  their  sweep,  it 
is  likely  that  the  agencyman  of  a 
decade  hence  will  bear  little  or  no 
resemblance  to  the  present  day 
model.  Here  is  how  the  phenomenon 
might  be  reported  by  a  well-known 
news-magazine  if,  in  1972,  it  chooses 
an  adman  for  its  Man  of  the  Year. 


The  changing  climate 

"The  destiny  of  If  estern  civiliza- 
tion turns  on  the  issue  of  our  struggle 
with  all  that  Arnold  J.  Toynbee 
stands  for  more  than  it  turns  on  the 
issue  of  our  struggle  with  Madison 
Avenue.' 

— Mrs.  Hattie  Kipple, 
Peoria  housewife 

A%llhough  it  took  housewife  Kipple 
over  10  years  to  think  up  this  snippj 
answer  to  British  historian  Toynbee  - 
]')()!  attack  on  the  ad  industry,  the 
fact  that  she  thought  of  it  at  all  point- 
up  how  temperate  the  public  climate 
for  advertising  has  become.    While  it 


may  not  \ci  be  de  rigueur  t"  grab 
ami  shower  with  kisses  ever)  strange] 
carrying  an  attache  case,  it  at  [east 
has  bei  nine  unfashionable  to  point 
the  ringer  of  scorn  at  ever)  man  he- 
hind  a  tv  commercial. 

Status-wise  (and  it  is  now  hotl) 
denied  that  admen  ever  talked  that 
way)  the  agency  and  the  agencyman 
have  never  had  it  so  good.  Cleansed 
of  such  fabled  stigmata-of-the-trade 
,i-  shoM  control,  graj  flannel  suits, 
martini  breath,  the  L972  adman  rides 
forth  in  an  "image"  more  shin)  than 
Galahad's  armor.  In  a  recent  poll  <>f 
100  Denver  grade  school  children, 
onlv  3.2??    recalled  The  Hucksters 


SPONSOR 


20  august  1962 


and  they  thought  Wakeman  had  writ- 
ten it  in  the  14th  Century  ahout  some 
other  line  of  business. 

It  is  not  surprising.  Today's  ad- 
man is  a  brand  new  breed,  forged  in 
the  crucible  of  dwindling  agency 
profits,  nurtured  on  automated  time- 
bin  ing.  reared  with  one  eye  on  Tel- 
star  and  the  other  on  the  FTC. 

Cone  are  fhe  days.  Concerned  no 
more  with  account-switching  is  to- 
day's agencyman.  By  now  every  cli- 
ent has  tried  out  every  agency  several 
times  over;  most  are  back  where  they 
started,  and  pretty  well  tuckered  out. 
(Giant  client  P&G  is  still  looking  for 
a  sandwich  spread  it  left  behind  in 
some  agency  but  can't  remember 
which  one.) 

Agency-merging,  once  as  popular 
as  water-skiing,  ground  to  a  halt 
awhile  back,  complicated  out  of  ex- 
istence by  the  phone  company's  direct 
distance  dialing  system  fa  Yale  Uni- 
versity study  showed  that  the  human 
brain  breaks  down  when  faced  with 
such  a  sentence  as,  "1  am  with 
BBDOFWRROBMDD&B  Agency  and 
my  phone  number  is  1-212-687-9570. 
extension  3114."). 

No  longer  does  the  adman  suffer 
from  ulcers,  analyst  couch  fatigue,  or 
commuter's  hoof.  The  new  breed  has 
picked  up  much  more  intriguing  syn- 
dromes: 1)  Glassphobia,  the  fear  of 
becoming  transparent  induced  by 
working  in  all-glass  offices;  2)  Elec- 
tronic Ear,  a  metallic  clanging  in  the 
middle  ear  caused  by  working  too 
close  to  computers:  3)  Triple-spot- 
ting. 

Probably  no  ad  agency  executive 
is  more  representative  of  this  new 
breed  than  Kestrel  J.  Kumquat-  Man 
of  the  Year  for  1072.  A  hard  look 
at  Kumquat  is  a  hard  look  at  modern 
ad\  ertising. 

Sweet  blur  of  youth.  Younger 
and  younger  grow  the  ad  execs.  It  is 
a  natural  outgrowth  of  advertising- 
pel  obsession  with  the  youth  market 
f which  came  to  full  flower  in  the 
earl)  60's)  and  the  idea  thai  the 
only  consumers  worth  reaching  were 
young  mar  tied  millionaires  in  their 
eat  l\  teens,  and  thai  anyone  ovej  age 

.!<>  had  slopped  -pending   inone\    long 

•     At  23.  baby-faced,   hull-headed 

Kestrel   Kumqual    ("Big  Kes"  to  his 

friends,     International     Broadcasting 


czar  Grub  Wieder,  Scoutmaster  Mer- 
vin  Schuck,  Schrafft's  headwaiter 
George )  has  welded  together  the 
world's  largest  global  ad  agency- 
Winch.  Davit,  Hoist.  Kartoffelgesch- 
nitzelplatzen.  Frere  Jacques,  Sukiyaki 
Maru  &  Gallagher  I  branches  in  210 
principal  cities  around  the  world  and 
an  arrangement  with  Project  Apollo 
for  a  piece  of  the  moon  when  thev 
get  there ) . 

"Twenty-three  may  seem  young,' 
diffidently  declares  Kumquat  with  the 
boyish  squint  that  confuses  media 
people,  "yet  I  am  the  old  man  of  the 
organization.  Why,  some  of  my  ana- 
log computers  are  only  a  matter  of 
weeks  old — just  off  the  lab  assembly 
lines,  in  fact.  Their  transistors  arenl 
even  broken  in  yet." 

Cybernetics  vs.  creativity.  Ju>t 
how  big  a  part  does  automation  plav 
in  the  Kumquat  agency?  Kumquat 
doesn't  know,  or  claims  he  doesn't. 
Still  around  are  a  few  human  em- 
ployees below  the  media  director 
level,  but  they  are  hard  to  find,  so 
expert  have  they  become  at  looking 
like  or  ticking  like  machines  in  order 
to  hold  onto  their  jobs.  (A  decade 
ago,  the  first  electronic  computers 
were  introduced  into  agencies  "as  a 
general  guide"  for  mediabuyers; 
3.162  years  before  that,  the  Greeks 
got  a  horse  into  Troy  ) . 

"There  is  a  lot  to  be  said  for  auto- 
mation," sa\s  Kumquat.  "It  has  all 
but  eliminated  coffee  breaks  and  job- 
hopping.  \nd  since  machines  don't 
smoke  cigarettes,  drink  beer,  or  drive 
automobiles,  we  have  no  client  prob- 
lems along  the  lines  of  employee 
brand  loyalty."' 

On  the  creative  side.  Kumquat 
feels  machines  do  a  grand  job  of 
copywriting  because  they  arc  non- 
creative.  The  electronic  brain  is  too 
unemotional  to  deal  in  "hardsell." 
has  far  too  main  moving  parts  to 
bother  with  "soft-sell."  So  it  has  come 
up  with  the  "medium-sell."  and  t\ 
viewers  seem  to  like  such  commer- 
cials fine.  (Electronic  audience  re- 
search bears  this  out;  "Fine,"  replied 
1.036  Chicagoans  when  interviewed 
h\  computers  last  week:  a  tape-and- 
drum  memor)  system  is  presently  1 1  v  - 

in"   to   recall   what   the  question   was.) 

Significant    is   the   fact    thai    since 
i  Please  turn  to  page  19 1 


RADIO: 


W  Radio  works  around  the 
:  rlock  in  all  seasons  to  make 
Z-Frank,  Chicago,  one  of  the 
largest  Chevy  dealers  in  U.S. 


N  CHICAGO 

ew  cars  will  be  umeiled  next 
month  in  showrooms  across  the  I  .>.. 
and  the  perennial  battle  between  the 
dealers  will  be  on.  Many  will  take 
the  yearly  jump  into  all  media  for 
the  new  car  introductions.  To  others 
the  newr  season  means  simply  a  hypo 
of  advertising  frequency.  To  Z-Frank. 
Chicago,  one  of  the  largest  Chevrolet 
dealers  in  the  country,  it  means  the 
beginning  of  another  year  of  using 
one  medium  nil  year.  The  medium, 
radio. 

Through  the  Chicago  office  of 
W.  B.  Doner  &  Co..  Z-Frank  has  used 
local  radio  as  its  only  advertising 
medium  since  the  start  of  the  agency- 
client  association  in  1954.  With  a 
budget  of  $35,000  that  year.  Z-Frank 
Chevrolet  embarked  on  a  100rJ  radio 
venture  that  has  expanded  each  year 
to  a  current  $400,000  investment. 

Largely  responsible  for  the  dealer- 
ship s  radio  consistency  is  Doners 
president,  Marvin  H.  Frank  (no  rela- 
tion to  his  client.  Zollie  Frank  I . 

Frank,  through  practical  applica- 
tion, has  developed  some  theories  on 
how    radio  works  most  efficiently    for 


SERVICE    mgr.    Robert    Swanson    notes    dial 
position  of  car  radio.    200  are  checked  daily 


38 


SPONsOli 


20   AUGUST    1002 


A  DRAGNET  FOR  CHEVY  SALES 


advertisers.  So  firm  are  his  convic- 
tions    from    dailj     observations    of 

radio  results  that  00',  oi  Doner's 
total  billing  goes  into  tlic  medium  Eor 

such  clients  a-  William  \.  Lewis,  a 
retail  clothing  chain;  Dial  Finance 
Co.;  Mlied  Radio  Corp. ;  and  Atlantic 
Brewing,  in  addition  to  Z-Frank. 


Th 


.hil 


\la 


tie  radio  pnilOSOpn)  <>l  Marvin 
Frank  embraces  ever)  facet  of  the 
medium  from  audience  research  to 
writing  words  and  music  For  com- 
mercials for  specific  types  oi  retail 
pull. 

According  to  frank.  "Manx  com- 
panies misuse  radio.  \\  hen  used 
properly,  it  should  produce  next-da) 
business,  not  merel)  institutionalize 
a  compan)   or  product." 

Frank  believes  that  main  radio 
clients  do  not  give  the  medium  a 
valid  opportunit)  to  perform  for 
them,  or  do  not  thoroughl)  under- 
stand liow  best  radio  results  can  he 
achieved.  One  of  the  most  important 
Eactors  often  overlooked  l>\  radio  ad- 
vertisers, Frank  Feels,  is  length  of 
schedules  the  importance  of  radio's 
cumulative  effect. 

"Consistency,  continuity,  and  dom- 
inance." sav  s  Frank,  "is  the  reason 
Z-Frank  has  the  edge  on  its  competi- 
tion. The  account  lias  never  been  oil 
the  air  a  da\   since  it  started." 

Consistency,  Frank  emphasizes,  is 
one  of  the  [actors  to  which  the  suc- 
cess  of  his   client's    radio   schedules 


can  he  direct!)  attributed.  "We  nevei 

CUt    hack     in    slack    selling     seasons. 

he  says. 

One  of  Frank's  convictions  is  thai 
radio  has  a  particularl)   strong  retail 

pull,  in  spite  ol  the  fa<t  that  retailers 
seldom    avail    themselves   thoroughl) 

of  radios  total  advantage.  \n  auto- 
mobile dealership,  lie  points  out,  is 
essentially     a     retail     establishment. 

\nd,  lor  /-Frank,  commercials  stress 
the  establishment  rather  than  indi- 
vidual product.  It  is  Franks  theorv 
that  the  Factor)  advertises  to  sell  the 
car.  and  its  up  to  local  advertising 
to  sell  the  dealership. 

Cop)  and  production  ol  radio  com- 
mercials arc  given  loo  little  attention, 
also,  contends  Frank.  "To  he  elfe  - 
live,  commercials  must  be  remem- 
bered. \tid  he  has  learned  that  lis- 
teners do  remember  musical  com- 
mercials, whether  thev  are  jingles,  o) 
straight  talk  with  musical  close.  Com- 
bined with  the  music,  however.  Frank 
Feels  that  commercials  for  his  Chew 
dealer  client  contain  a  vcrv    hard  sell. 

\  convincing  sell.  Frank  calls  it.  com- 
bined with  an  offbeat,  unorthodox 
attention-getter. 

""We  don  t  believe  in  live  copy,"  he 
-avs.  "It's  too  easj  for  a  concept  or 
an  idea  to  be  misconstrued  when  de- 
livered bv  a  third  person.  To  j list i f \ 
the  advertising  expenditure,  it  is  vital 
that  the  message  be  delivered  as  origi- 
nal!) intended  each  time  a  spot  runs. 


Ml  Z-Frank  commercials  empha- 
size  the  deal    I  save   lip   I"    S300),   and 

the    w  idesl    -election    of    model-.      I  be 

dealerships  greatesl  selling  point  i- 
that   a  customei   can  drw  e  oul    h  ith 

|  u-l  about  an)  I  .hev  i  olel  model  and 
color. 

"W  e  don  t  bave  to  bold  olf  on  de- 
liver) but  can  Mipplv  OH  the  Spol  al- 
most anv  cai  a  customei  bas  in 
mind,  -av-  frank.  "That's  bow  we 
attract     him    in    the    hi-l     pi, ice       wilb 

one  of  the  uiii  Ids  lai  gesl  sele<  tion 
of  Chevv  s  in  one  location." 

On    campaign    lengths,    Frank    be 

lieves   that    for   a   special    pu-h    featin 

ing    the   urgenc)    of   a   sale   or   new 

model     arrival,    schedules    should     be 

short.  But.  he  says,  if  commercials 
are  built  around  a  reallv  clever  gim- 
mick they  can  be  continued  indefi- 
nitelv   in  order  to  achieve  the  greatest 

cumulative   effect. 

Frank  composes  all  the  /-Frank 
jingles  and  music  himself.  At  a  spin.  I 
piano,  which  he  taught  himself  to 
pla\  I"!  still  cant  read  a  note.  I 
ju>t  put  them  on  the  staff  in  se- 
quence I.  he  plinks  OUt  notes  and 
jot-  down  words  to  achieve  the  final 
result,  striving  to  maintain  a  balanc  • 
between   music  and  hard  sell   in  each. 

"The  music  in  a  commercial  helps 
provide  impact.  '  savs  Frank,  "wheth- 
er it  be  a  jingle  or  an  orchestral  ar- 
rangement. Hut  the  commercial  must 
be  developed  so  that  the  listener  re- 


GIANT  service   center   handles   repairs  on    1,000   cars   per  week.    Z-Frank   dial-check   system   tips  the    advertiser   on    which    station    most    customers 
listen  to.    Tabulations  are   compared   with   ratings  reports.    WIND,   Chicago,   has  been   used   for    10   years;   WGN   was   added   to   schedule   recently 


-SPONSOR      •      20   AUGUST    1962 


members  the  advertiser  name  and  the 
product  or  service  that  is  being 
offered. 

Frank  believes  that  radio  is  basi- 
call)  a  visual  medium.  The  individ- 
ual image  the  listener  creates  in  his 
own  mind  is  more  effective  than  any 
picture  that  might  be  presented  to 
him. 

The  ability  to  reach  people  while 
they  are  driving  is  another  one  of 
radio's  great  benefits,  Frank  says. 
"Radio  is  the  only  medium  where 
the  listener  gets  the  message  without 
taking  his  eyes  off  the  road.  And 
what  better  time  to  give  him  the  feel- 
ing of  a  new  car  than  while  he's 
actually  driving?" 

In  addition  to  these  on-the-air  fac- 
tors. Frank  and  his  client  hold  defi- 
nite theories  about  station  selection, 
based  on  their  own  audience  research 
technique  conducted  in  the  Z-Frank 
establishment.  And  this  is  followed 
up  by  a  post-purchase  survey  to  de- 
termine customer  awareness  of  Z- 
Frank  radio  advertising. 

Frank  and  his  client  learn  a  great 
deal  about  customer  listening  habits 
by  a  check  of  car  radio  dials  to  de- 
termine which  station  the  owner  lis- 
tened to  last.  This  technique  is  car- 
ried out  in  the  Z-Frank  service  center 
where,   according  to   dealership   rec- 


MUSIC  is  a  must  in  Z-Frank  commercials. 
Seated  at  office  piano,  Marvin  Frank,  Doner 
pres.,     plays    theme    for    client    Zollie    Frank 


ords,  more  than  200  cars  are  handled 
each  day. 

Based  on  1,000  cars  each  week,  in- 
cluding those  not  originally  sold  by 
Z-Frank,  the  company  checks  more 
than  50.000  dials  in  the  course  of  a 
year  with  a  duplication  of  less  than 
20',  . 

"While  we  would  not  suggest  that 
our  own  research  is  as  controlled  and 
scientific  as  that  of  the  rating  serv- 
ices," says  Frank,  "we  find  a  high 
degree  of  correlation  between  what 
the  rating  people  report  and  our  own 
dial  settings." 

As  to  which  has  the  most  influence 
in  deciding  what  stations  are  used— 
the  dial  checks  or  rating  services — 
Frank  says,  "We  equate  both  of  them 
in  making  our  decisions." 

The  determining  factor  in  station 
selection  for  Z-Frank  schedules  is  the 
number  of  listeners.  "The  biggest 
value  in  radio  is  the  mass  audience 
delivered.  Radio  provides  the  most 
people  for  the  advertising  dollar," 
asserts  Frank. 

So  far,  the  Z-Frank  dial  check  has 
not  indicated  any  significant  shifts 
in  Chicago  listening  habits.  But  if  a 
change  were  evident,  schedules  would 
probably  be  shifted  to  concur  with 
the  change,  says  Frank. 

Since  1954  (and  prior  to  the 
Doner  and  Z-Frank  relationship)  the 
station  that  has  continuously  been 
used  is  WIND.  Schedules,  which  run 
on  a  TF  basis,  consist  of  about  40 
one-minute  spots  per  week.  About 
half  go  on  at  peak  city  drive  times. 
Others  are  scattered,  including  some 
in  late  night. 

Last  fall  WGN  was  added,  creating 
a  two-station  lineup  for  Z-Frank. 
Schedules  are  of  the  same  frequency, 
running  in  news,  traffic  and  sports.  In 
the  fall,  Z-Frank  also  schedules  an- 
nouncements in  college  football 
broadcasts. 

Schedules  on  WGN  also  aim  pri- 
marilv  at  the  male  listener,  although 
a  certain  amount  of  the  female  audi- 
ence is  considered  important,  too. 
The  programs  on  WGN  include  the 
morning  Traffic  Copier  Report  the 
9  a.m.  news  and  4:55  p.m.  Brink- 
House  Hubbard  Sport-  Show.  The 
spoi  i-  program  runs  dail)  . 

"\\  ith  these  two  station-."'  says 
Frank,  "we  can  more  than  co\er  Chi- 


cago's    entire     population     in     one 
week." 

From  time  to  time  other  stations 
are  added  for  special  promotions; 
Z-Frank  has  used  as  many  as  seven 
Chicago  radio  stations  concurrently 
for  super-saturation  campaigns. 

At  the  start  of  this  agency-client 
relationship  eight  years  ago,  Frank 
wanted  to  produce  immediate  results 
from  the  advertising.  Results,  he  rea- 
soned, meant  not  just  producing  traf- 
fic— it  had  to  be  a  buying  type  of 
traffic. 

As  he  studied  the  public's  car- 
buying  habits,  he  learned  a  basic 
fact:  "The  decision  to  buy  an  auto 
is  basically  the  man's."  There  are  ex- 
ceptions, he  points  out.  but  the  pre- 
ponderance of  auto  buyers  is  men. 
The  wife  may  choose  the  color,  ac- 
cessories, and  style,  but  it  is  the  man 
who  signs  the  contract.  To  reach  the 
man.  Frank  wanted  a  medium  "that 
would  tap  his  buying  impulse  at  just 
the  right  time  and  in  the  right  way. 
The  time  to  talk  new  cars  to  a  man  is 
while  he's  driving.  That's  when  we 
emphaize  drive  time  in  Z-Frank  sched- 
ules." 

A  questionnaire  mailed  to  each 
customer  within  two  weeks  after  new 
car  purchase  probes  his  tastes  to  de- 
termine the  best  means  of  reaching 
others. 

To  assure  high  response,  a  $100 
bond  is  offered  in  a  monthK  drawing 
to  those  answering  the  questions  and 
returning  the  numbered  card.  An  un- 
usually high  return — about  an  80' ! 
average — is  realized.  To  the  question 
"How  did  you  hear  of  Z-Frank?"  the 
answer  radio  (call  letters  are  often 
mentioned  I  indicates  audience  aware- 
ness of  Z-Frank  schedules. 

The  growth  of  Z-Frank  is  adequate 
testimony  to  the  effect i\  eness  of  its 
advertising  and  sales  program.  The 
current  years  volume  is  close  to  dou- 
ble that  of  1961  which  was  a  record 
year  for  the  dealer-hip.  'The  Chevro- 
let factor\  itself  was  up  'MY',  last 
year.) 

As  to  future  advertising  plans. 
Frank  indicates  that  because  of  its 
continuity,  sufficient  saturation  abili- 
ty, easy  use  of  auditory  transcription. 
and  message  timeliness,  radio  will 
continue  as  the  spearhead  of  Z-Frank  s 
promotion  plans.  ^ 


Id 


SI'ONSOli 


20  august  1962 


NEEDED:  FAITH  IN  ADVERTISING 


U.    S.    Steel's    advertising    director,    John 


\< 


challenges    media    salesmen    to    srll 


advertising 


ckly, 

first 


^    Speech  delivered  to  magazine  promoters  definitely 
applies    to    all    broadcasters,    Veckly    tells    SPONSOR 


John  I  eckly,  director  of  advertis- 
ing, I  nited  States  Steel  Corporation, 
admonishes  admen  in  a  much- quoted 
Speech  presented  recently  to  the  Mag- 
azine Promotion  Group  at  the  Sherry- 
Setherland  Hotel  in  \eu  York  City. 
SPONSOR  contacted  I  eckly  and  asked 
if  his  challenge  applied  to  broad- 
casters. His  answer  was  an  emphatic 
"\cs."  With  his  permission  the  speech 
is  reproduced  here  in  the  belief  that 
its  message  uill  benefit  the  industry. 

I  have  decided  to  talk  to  you  about 
the  thing  I  know  best — advertising. 
Utcr  all.  vou  are  fellow  advertising 
managers.  ^  our  business  existence  is 
dependent  on  the  belief  in  the  effec- 
tiveness  of  advertising  by  a  lot  of 
people.  Not  a  belief  that  Life  is  bet- 
ter than  Look,  or  Look  is  better  than 
Life,  or  that  one  radio  or  tv  station 
is  better  than  another,  but  a  belief 
that  advertising  is  good  for  the  ad- 
vertiser. \<>t  a  belief  that  13  ads  or 
spots  are  better  than  one.  but  a  belief 
that  one  ad  or  one  commercial  is 
better  than   none. 

I  In-  belief  on  the  part  of  main  has 
been  developed  over  the  years  by  the 
hard  work  of  dedicated  and  deter- 
mined men.  Men  of  faith  who  im- 
parted their  faith  to  a  few  manage- 
ment leaders  who  approved  and  pro- 
tected the  advertising  function.  Now 
advertising  is  accepted  to  the  tune  of 
■SI 2  billion  a  vear. 

How  much  of  this  Sl2  billion  is 
spent  on  faith,  bow  much  on  fear  and 
how  much  on  conviction? 

Let  me  quote  from  a  management 
surve)  made  b\  the  Vssn.  of  National 
Advertisers  in  preparation  for  their 
book.  "Defining  Advertising  Goals  for 
Measured  Advertising  Results.'" 

\  companj  president  said.  "I  am 
afraid  some  of  the  advertising  we  do 


i 
fl 


\M 


is  because  it  is  the  established  thin- 
to  do — because  competition  is  doing 
it." 

\n  executive  vice  president  said. 
""I  have  never  been  exposed  to  an  ad- 
vertising  stud\  that  gave  anv  e\  idencc 
of  what  it  (advertising)  contributes 
to  the  sale  of  a  product." 

A  vice  president  and  general  man- 
ager: '"I  used  to  be  with  a  company 
in  which  the  president  was  imbued 
with  the  philosophy  that  the  onlv  w a\ 
to  sell  was  to  have  your  salesmen  call 
on  the  customer  and  deliver  the  mes- 
sage. Yet  at  the  same  time,  this  presi- 
dent approved  an  advertising  budget 
of  five  million  dollars.  I  have  to  ad- 
mit I  do  the  same  thing  here  in  my 
present  job." 

I  admit  these  statements  are  taken 
out  of  context  and  the  tenor  of  the 
interviews  was  not  nearly  as  negative 
as  these  imply.  However,  these  are 
the  questions  that  come  to  mind  when 
budgets  are  up  for  review  or  when 
cost  reductions  are  considered.  These 
are  also  the  questions  that  limit  the 
horizons  of  advertising. 

\  stud)  of  advertising  space,  time 
and  revenue  for  the  last  five  vears 
would  indicate  that  advertising  has 
reached  a  plateau  and.  in  fact,  a  chart- 
ist might  show  an  indication  of  a 
dow  award  trend. 

Printers'  Ink  in  an  editorial  in  the 
Ma\  111  issue  says,  "Over  the  past  few 
years,  advertising  has  just  inched 
ahead  and  the  gains  made  in  dollars 
were  largely  attributable  to  increased 
rates — not  the  purchase  of  more  time 
and  space." 

If  it  is  true  that  advertising  is  on  a 
plateau,  then  media  are  fishing  in  the 
same  pool  for  the  same  tired  fish. 
When  the  fish  gets  off  one  line,  it  is 
picked  up  on  another.  But  who  is 
stocking  the  pool?    Who  is  selling  ad- 


-I'CNSOR 


20  august  1962 


JOHN    VECKLY 

dir.  of  advertising.  U.  S.  Steel 


vertising  in  the  first  place? 

Those  of  you  whose  work  with  ad- 
vertising dates  back  more  than  20 
vears  can  find  in  vour  files  presenta- 
tions on  win  companies  should  ad- 
vertise, "J  on  vvill  also  find  case  his- 
tories of  advertisers  who  started  small 
and  became  big  national  advertisers. 
Those  of  us  who  were  struggling  in 
those  dav-  to  make  our  advertising 
function  more  important  to  corporate 
management  can  remember  the  great 
media  salesmen  who  stood  shouldei 
to  shouldei  with  us  to  convince  man- 
agement on  the  importance  ol  adver- 
tising. 

If  mv  memor)  serves  me  coi  recti) . 
most  ot  the  salesmen  of  national  me- 
dia in  those  dav-  were  recruited  from 
the  ranks  of  advertising.  Sale-men 
came  with  backgrounds  in  advertising 
from  such  companies  as  Procter  & 
(iambic.  \  ick-.  Talon.  National  Cash 
Register.  General  Electric;  from  ap- 
prenticeships in  retail  advertising  <>i 
with  broadcasting  experience  jobs 
where  thev  worked  with  advertising 
and  saw  advertising  work  for  them. 
\\  ith  the  need  for  more  and  more  ad- 
vertising  sales  personnel  and  the  more 
competitive  requirements  of  media. 
the  professional  -ale-man  replaced  t" 
a  large  degree  the  experienced  adver- 
tising man. 

(Please  turn  to  page 


II 


Capsule  case  histories  of  successful 
local  and  regional  television  campaigns 


TV  RESULTS 


BANKS 

SPONSOR:  Brookline  Bank  VGENCY:  Lou  Saute! 

Capsule  case  history:  Brookline  Bank  invested  in  a  new 
idea  in  advertising,  deposited  their  tv  budget  at  WIIC,  Pitts- 
burgh,  and  the  results  paid  off  in  new  customers  for  the  bank. 
This  idea  originated  at  the  Lou  Sautel  Agency,  which  did 
a  survey  of  banks  and  found  that  the  girls  outnumbered 
the  men  18  to  1  during  the  daytime,  and  12  to  1  during  the 
evening  period.  With  this  knowledge,  the  agency  convinced 
the  bank  to  break  away  from  spots  on  conventional  news 
and  sports  shows,  and  to  concentrate  on  a  woman's  show  in 
order  to  reach  the  distaff  side  of  the  family.  WIIC's  '"Lun- 
cheon at  the  Ones."  with  an  audience  of  63%  women,  was 
the  Logical  choice,  and  the  Brookline  Bank  purchased  three 
spots  a  week  on  the  one  hour  show.  Alice's  sincere  approach 
in  delivering  commercials  persuaded  the  bank  to  have  her 
give  the  spots  from  a  fact  sheet,  which  she  has  been  doing 
with  much  success.  The  branch  offices  report  new  customers 
weekly,  and  main  volunteer  this  info:  "Alice  sent  me." 
WIIC,  Pittsburgh,  Pa.  Participation 

FURNITURE 

SPONSOR:    HarvePs   Furniture   Store  AGENCY:    Direct 

Capsule  case  history:  WSJS-TV  showed  a  one  store  op- 
eration in  \\  inston-Salem  that  the  "big  money  myth"  about 
advertising  on  t\  just  wasn't  so.  Harvel's  Furniture  Store, 
one  of  the  area's  most  exclusive  furniture  and  decorating 
stores,  had  never  advertised  on  tv  before  going  on  WSJS- 
TV  in  Ma)  of  this  year  because  of  a  false  idea  of  produc- 
tion cost,  \fter  two  months  on  the  station  the  results  were 
so  good  that  the  store  now  concentrates  50'  <  of  its  ad 
budget  on  tv.  The  production  crew  at  the  station  created 
i lie  commercial,  about  which  Claude  Harvel,  owner  and 
manager  of  the  store,  commented:  "People  stop  me  on  the 
street  Id  praise  the  qualit)  of  m\  commercial.  '  It  is  the 
wide  coverage  <>f  t\  that  gives  Harvel  the  most  pleasure. 
"We  are  going  into  counties  we  have  never  reached  be- 
fore." declared  Harvel.  Hi-  schedule  includes  three  night- 
time I. D.-  a  week,  which  lias  continued  throughout  the 
summer,  and  will  increase  in  the  fall. 
WSJS-TV,   Winston-Salem,  N    I  Announcements 


42 


HARDWARE 

SPONSOR:  Rocky's  Hardware  Store  \GENCY:   Direct1 

Capsule  case  history:  Two  dozen  calls  a  week  were 
counted  by  Rocky's  Hardware  Store  for  a  13-week  period 
due  to  an  advertising  campaign  on  WWLP-TV.  Springfield, 
Mass.  Jim  Falcone,  an  officer  of  the  store,  decided  to  try 
television  out  of  curiosity,  and  because  he  heard  of  its  suc- 
cess from  business  associates.  He  found  the  "results  very 
satisfactory  and  as  good  or  better  than  any  other  medium."' 
Rock\  bought  one  minute  announcements  on  World  News 
which  was  aired  from  11:08  to  11:13  p.m.  The  commercial 
was  presented  live  by  WWLP-TVs  announcer.  Ed  Hatch. 
One  half  of  the  announcement  dealt  with  regular  sales  items, 
and  the  other  half  told  of  Rockvs  special  services.  The  first 
promotion,  advertising  lawn  mower  specials,  produced  a 
maximum  return  for  the  ad  mone)  invested  within  a  few 
days.  Falcone  hopes  to  use  television  again  in  the  fall. 
and  feels  that  tv  is  better  suited  for  his  type  of  business 
when  advertising  fast-moving  items. 
WWLP-TV.  Springfield,   Mass.  Announcements 

AUTOS 

SPONSOR:  Brady  Oldsmobile  AGENCY:  Bozell  &  Jacobs 

Capsule  case  history:  For  their  spot  announcements  on  t\ 
in  the  Minneapolis-St.  Paul  area.  Brady  Oldsmobile  em- 
phasizes an  unusual  cop\  point.  "The  Twin  Cities"  smallesl 
( )lds  dealer.""  Winy  Jerr\  Brad)  has  just  one  showroom 
location  in  a  rather  out-of-the-wa)  section  of  the  commu- 
nity. Previous  to  opening  his  own  business  three-and-a- 
half  years  ago,  he  worked  for  another  Olds  dealer  who  had 
lots  id  t\  experience.  He  patterned  his  advertising  on  what 
had  been  successful  for  others,  realizing  at  the  same  time 
that  newspapers  could  not  deliver  his  unique  selling  propo- 
sition: "The  smallest  Olds  dealer."  But  television  could  l>e 
used  effectivel)  to  transmit  a  warm  and  friendh  approach. 
Brad)  uses  a  Few  spots  over  and  over  on  four  stations. 
KMSP-TV,  WSTP-TV,  WCCO-TV,  and  WTCN-TV.  Minne- 
apolis-St. Paul.  His  television  budget  is  $20,000,  or  33% 
of  his  total  advertising  expense.  He  has  been  using  l\  now 
for  two  years,  getting  excellent  traffic  from  it.  he  sa\s. 
\  ARIOUS,   Minneapolis-St  Paul  vnnouncemeal 


SPONSOR 


20  august  1962 


Media  people: 

what  they  are  doing 

and  saying 


TIMEBUYER'S 
CORNER 


Although  specific  timebuying  assignments  haven't  been  handed 

out  just  yet  at  Papert.  Koenig,  Lois  for  its  latest  coup — the  $1  million 

Clark  Oil  account  it's  official  that  the  media  buying  course  will  be  char- 
tered under  the  supervision  of  the  agency's  John  Collins.  Collins,  who 
left  Benton  &  Bowles  to  join  I'M.  last  November,  will  add  the  Clark  Oil 
chores  to  his  growing  list  of  ae<  ount>  Dutch  Master-  Cigars,  New  York 
Herald  Tribune.  Xerox,  National  Sugar  (Jack  Frost).  \t  B\B.  he  was 
an  assistant  media  director  on  such  accounts  as  Johnson's  Wax,  Norwich 
Pharmacal,  Florida  Citrus,  kentile.  and  Chemical  Bank  New    i  ork  Trust. 


FULL  of  surprises  is  the  life  of  a  timebuyer.  as  Gumbhner's  Janet  Murphy  can  testify. 
Here   she   gets    unexpected    lift   in    WHN,    N.Y.,   bus    promoting    new    Bob   and   Ray    show 

One  man's  meat  could  easily  be  another  one's  poison  dept. : 
Current  example:  Dave  Voder,  who  bought  for  Campbell  Soup  at  BBDO, 

left  there  three  weeks  ago  for  Kudner.  where  he  l»u\s  for  General  Motors 
and  General  Telephone.  On  the  other  hand.  Boh  Mahlman.  who 
bought  for  some  of  the  Vmerican  Chicle  product-  and  Waterman  Bic 
pens  at  Bates,  switched  to  BBDO.  He  now  buys  for  Pepsi-Cola,  V.  V. 
Goodrich.  New  York  Telephone,  the  New  York  Times  and  the  J)  all  Street 
Journal  Boh  Mahlman's  reason  for  the  switch:  \|  BBDO.  you're 
allowed  more  scope  as  a  creative  buyer." 

It's  vacation  time  for  Foote,  Cone  &  Belding's  Arthur  Parddll.  \nd 
for  Ketchum,  McLeod  &  Grove's  I  Pittsburgh  I  Peter  Turk  who  is  spend- 
ing it  in  New   York  City    with  his  wife,  Kllie. 

Returned  vacationers:  FC&B's  Frank  Hajek,  BBDO-  Ed  Fieri. 
and  Y&R's  Tom  Adams. 

i  Please  turn  to  page   1  I  ' 


V 


°OanaO^ 


SHREVEPORT 


NOW 


TV 
MARKET 

Kay-Tall — with  Tall-Tower 
Power  (1,553'  a.a.t.)  —  sells 
Shreveport  and  the  Booming 
Ark-La-Tex  by  delivering 
MORE  HOMES  (49,200)  in 
PRIMETIME*  than  any  other 
station  in  the  market!  Check 
either  ARB  or  NSI — then 
call  BLAIR  TELEVISION 
ASSOCIATES. 

Mon./Sun.  6:30-10:00  P.M.  ARB  &  NSI.  March. 
1962.  Market  ranking  based  on  prime  night 
time  Avg.  Homes,  ARB  March,  '62. 


Channel    6  — NBC    for   SHREVEPORT 

Walter  M.  Windsor  James  S.  Ougan 

Gen.  Mgr.  Sales  Dir. 


SPONSOR 


20  august  1962 


IT  PAYS  TO 

use  KTVE" 


So  says 

Jim  Dana 

of 

OUACHITA 

FEDERAL 

SAVINGS   AND 

LOAN 
in  Monroe,  La. 


OVER   IOO  LOCAL 

ADVERTISERS  USE 

KTVE    REGULARLY 

TO  GET  SALES 

RESULTS  &    PROFITS 


KTVE 


■    / 
CHANNEL lO 

1/ 
ELDORADO   MONROE   GREENVILLE 

REPRESENTED  NATIONALLY  BY: 
VENARD  RINTOUL  &  McCONNEU 
CECIL    BEAVER    SOUTHERN     REP 


ONE  BUY! 

FOUR 

MARKETS! 


walb-tv 

|CH.10-ALBANY,GA. 


•  ALBANY 

•  DOTH  AN 

•  TALLAHASSEE 

•  PANAMA  CITY 


GRAY  TELEVISION 


.  wjhg-tv 

Raymond  E.  Carow    |CH.7/PANAMACITY| 
General  Manager 

366,000 
TV  HOMES 

*  ARB,   Nov.    '61 

One  buy— one  bill— one 

clearance! 

Or  stations  may  be  bought 

individually  for  specific 

markets! 

Represented  nationally  by 
Venard,  Rintoul,  McConnell,  Inc. 
In  the  South  by  James  S.  Ayers  Co. 


TIMEBUYER'S 
CORNER 


1  Continued  from  page  43) 


There's  a  lot  of  favorable  comment  making  the  rounds  on 
Madison  Avenue  about  Warner  Bros,  preview  of  its  The  Music  Man 
(by  those  who  were  invited  during  the  two-day  showing,  of  course).  The 
most  pleasant  surprise:  no  attempt  was  even  made  to  throw  out  a  sales 
pitch  to  the  attending  buyers.  Among  those  seen  enjoying  the  two-and-a- 
half  hour  movie:  Grey's  Joel  Segal,  Joan  Stark,  Joan  Shelt;  SSC&B's 
Jeanne  Sullivan,  Vera  Brennan;  K&EsLucy  Kerwin,  Mary  Dwyer; 
OBM's  Sue  Morrell;  Gardner's  Ruth  Clinton;  Lennen  &  Newell's  Jack 
Duffy;  B&B's  Rudy  Maflei,  Roger  (Tapp;  J.  Walter  Thompson's 
Thurman  Pierce;  BBDO's  Herb  Maneloveg.  Mike  Donovan;  Bates' 
diet  Slahaugh. 

We  doff  our  chapeaux  to  McCann-Erickson's  Beverly  Felton  who 
traveled  all  the  way  from  the  Houston  office  to  attend  the  private  showing 
of  the  CBS  fall  program  schedule  in  New  York  City.  The  preview  was 
sponsored  by  Blair-TV  and  Portland's  (Me.)  WGAN-TV.  About  50 
buyers  attended. 


GOTHAM  showing  of  CBS  net  shows  sponsored  by  Blair-TV  and  WGAN-TV,  Portland, 
Me.,  brought  together  (l-r)  George  Lilly,  gen.  sis.  mgr.,  WGAN-TV;  Richard  Mayes, 
a   e,    Blair-TV;    Betty   Nasse   and   Jerry   Rettig,    Grey;    and    Lloyd    Heaney,    a/e,    Blair-TV 

Promotion  dept. :  .1.  Walter  Thompson's  Peter  Levins,  former  time- 
buyer  on  Rheingold  beer,  7-Up,  Ford,  and  Brillo,  has  been  promoted  to 
radio/tv  sports  producer.   No  news  yet  on  who  is  handling  his  accounts. 

Shed  no  tears  for  K&E's  Bob  Morton  <>\cr  his  recent  Washington. 
D.  C,  chore — helping  to  weed  out,  from  some  nine  lovelies,  a  Miss  Dis- 
trict of  Columbia.  He  was  assisted  in  the  W W DC-sponsored  ta>k.  1>\ 
F&S&R's  Prank  Delaney  (New  York  office)  and  Les  Sterne.  F&S&R, 
Pittsburgh.     Also  McCann-Erickson's  Phil  Stumbo.  ^ 


44 


SPONSOR 


20   AUGUST    1002 


Why  it  pays 

to  advertise  your  station 
in  a  broadcast  booh 


BECAUSE   YOU    PINPOINT  THE   BUYER 


I 


n  a  personaJ  interview  survej 
of  "top-billing  timebuyers,' 
made  by  the  salesmen  of  a  na- 
tional  representative  firm   97% 

of  the  respondents  specified 
broadcast  hooks  as  their  first 
reading  choice ;  95 °(  as  their 
second. 

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

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

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  blu- 
ing. 

In  the  world  of  national  spot 
placement  actual  "buyers"  num- 
ber ("ewer  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  yoursr  I 
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  deal 
ears. 


a  service  of 

SPONSOR 


SPONSOR 


2d    m  GUST   1902 


45 


RAHALL  RADIO  STATIONS 


No.  1 
RADIO 

Tampa  -  St.  Petersburg, 
Florida 

Sam  Rahall,  Manager 


No.  1 
RADIO 

Allentown-Bethlehem- 
Easton,  Pennsylvania 

"Oggie"  Davies,  Manager 


No.  1 
RADIO 

Beckley, 
West  Virginia 

Tony  Gonzales,  Manager 


No.  1 
RADIO 

Norristown-Philadelphia 
Area 

John  Banzhoff,  Manager 


...  the  above  Rahall  Radio  Stations  are  proud  to 
be  associated  with  one  of  America's  foremost  na- 
tional representatives. 


Representatives,  Inc. 

N.  Joe  Rahall,  President 

also:  WQTY,  Jacksonville,  Fla. 

Represented  by  The  Boiling  Company 


Sponsor  backstage  {Continued  from  page  15) 


attract  an  audience  with  high  buying  power.  Finally  he  strove  simul- 
taneously to  create  a  climate  in  which  a  sponsor's  sales  pitch  would 
be  listened  to  and  acted  upon. 

Last  April,  during  the  National  Assn.  of  Broadcasters  convention 
in  Chicago,  my  wife  June  and  I  visited  with  Harold  and  spent  the 
entire  afternoon  listening  to  tapes  of  the  new  format  he  had  evolved. 
We  were  both  highly  impressed  with  it.  A  little  over  a  month  ago, 
after  much  additional  work  and  refinement.  Harold  sent  a  12"  33^& 
rpm  long-playing  record  to  about  1.600  advertising  agenc)  radio 
timebuyers.  The  record  was  called  "Name  the  Sound"  for  the  sim- 
ple reason  th;V  in  the  seven  bands  on  side  one  and  the  six  on  side 
two  Harold  was  presenting  these  agency  men  with  a  clear  and  concise 
sampling  of  the  new  Plough  format  and  asking  them  to  come  up  with 
an  accurate  and  promotable  name  for  it.  It's  bright,  bouncy,  melodic 
and  has  an  over-riding  air  of  optimism  and  happiness.  The  best 
way  for  me  to  give  you  an  idea  ( if  you  know  pop  artists  and  music 
at  all  I   is  to  list  the  bands  on  each  side  in  order: 

Side  one  has  "Stay  as  Sweet  as  You  Are"  by  Luther  Henderson 
and  his  Orchestra;  "Baubles.  Bangles  and  Beads'  b\  The  Kirby 
Stone  Four;  "Sweet  Sue"  by  Al  Hirt  and  his  Orchestra:  "Waiting 
for  the  Robert  E.  Lee"  by  Tennessee  Ernie  Ford;  "Afrikaan  Beat" 
by  Bert  Kaempfert  and  his  Orchestra:  "Jump  For  Jo\  by  Pe2<;\ 
Lee;  "Bye,  Bye  Blues"  by  Felix  Slatkin. 

Side  two  presents:  "Say  It  With  Music  b)  Kay  Coniff;  "Til  \\  «• 
Meet  Again"  by  Gordon  YlacRae:  ■Whispering"  by  Art  Mooney: 
"Hit  the  Road  to  Dreamland"  b)  1  he  Ames  Brothers:  "Swingin' 
Sweethearts"  by  Werner  Muller  and  his  Orchestra;  "Get  Me  to  the 
Church  on  Time""  by  Rosemary  Clooney. 

Boarding:  the  bandwagon 

Plough  is  giving  over  $9,000  worth  of  prizes  to  the  timebuyers 
who  come  up  with  the  best  musical  word,  coined  word,  or  phrase  of 
less  than  10  words  that  best  describes  this  new  musical  sound.  First 
prize  is  a  Magnavox  tv  am-fm  stereo  hi-fi  phonograph  which  retails 
for  $895.  Second  prize  is  a  portable  Ampex  stereo-mono  tape 
recorder  which  lists  for  $545. 

Harold  kicked  off  the  new  format  on  WJJ1)  in  Chicago  \ugust  2 
and  on  WCOP  Boston  on  August  !1.  While  it  is  obviousl)  a  little 
earl)  to  sa)  precisel)  how  successful  this  new  Plough  format  is 
going  to  be  there  are  some  straws  rippling  in  the  wind  to  indicate 
that  it  ina\  be  a  winner.  As  far  back  a*  I  can  remember  and  that  - 
quite  a  throw  the  minute  one  bright  broadcaster  comes  up  with  an 
exciting  new  idea  scores  of  his  Eriendl)  competitors  write,  wire,  and 
phone  l"i  d<l. iil~  on  •"how  to  :""  I  saw  tlii-  happen  main  times 
e\er  since  the  Bernicc  J  ml  is  da\s   at    W  NEW 

\nd  Harold  has  alread)   begun  t<>  get  such  requests  I i  fellow 

broadcasters.  \  number  of  agenc)  men  to  whom  Harold  scut  the 
above-mentioned  long  phning  record  were  so  pleased  with  it  the) 
asked  him  to  -end  copies  to  kc\  client-.  Harold  obviousl)  is  not 
too  fascinated  with  the  idea  of  passing  his  long  and  carefully  de- 
veloped "new  sound"  on  to  the  entire  industry. 

Chance-  air.  however,  thai  if  it  clicks  as  the  Top  10  did  in  its  da) 
hundreds  of  other  stations  around  the  countr)   will  adopt  it.         ^ 


16 


SPONSOR 


20    AUGUST    19(>2 


IMAGE-BUILDERS 

[Continued  from  /xi^«-   U  I 

also  being  sent  to  librarians,  educa- 
tors, etc. 

In  line  H  itli  its  "quality  ap- 
proach. TIO  mom  advertises  in  opin- 
ion-leader publications  Buch  as  \en 
)  orker,  Reporter.  S<tit<r<l<i\  Review, 
etc.,  mainly  with  previews  01  pro- 
grams of  "timel)  or  special  interest 
to    meet    the    needs    of    thoughtful    or 

discriminating  \  iewers."  It  also  mails 
copies  of  TIO-initiated  speeches  to 
a  sizeable  national  li-t  of  opinion- 
makers. 

\t  the  broadcaster  level,  TIO  is 
now  providing  two  additional  serv- 
ices which  it  list-  as  "background" 
aid : 

1.  Reprints  of  columns  and  edi- 
torials from  the  more  influential 
newspapers  and  magazines.  These 
upbeat  commentaries  are  indexed  for 
station  selectivity  in  local  speeches. 
mailings  to  community    leaders,  etc. 

2.  \n  exhaustive  list.  In  category, 
for  the  individual  station  manager's 
use,  in  the  building  of  an  opinion- 
leader  li>t.  Included  are  all  "influ- 
ential t\pes"  to  be  found  in  govern- 
ment, education,  religion,  industry 
and  trade.  civic  groups,  art  and  cul- 
ture groups,  medicine,  law,  political 
parties,  the  press,  and  the  armed 
services.  t* 


INSURANCE 

[Continued  from  pai^e  36) 

markable  breakthrough  in  the  insur- 
ance industry  as  more  and  more 
companies  realized  the  yalue  of  tv 
advertising.  "Television  has  the  abil- 
ity t<>  reach  large  quantities  of  younjz 
families,  and  at  the  same  time  the 
messages  of  the  insurance  companies 
can  he  seen  h\  the  harder-to-reach 
quintile  groups,"  John  M.  Otter,  v. p.. 
national  sales.  NBC  TV,  told  SPON- 
SOR. "Evidence  of  this  is  the  I  uion 
Central  Life  purchase  and  the  Mu- 
tual of  Omaha  purchase  of  sponsor- 
ship of  NBC  News  Actuality  pro- 
grams." 

lime  and  again,  one  hears  how 
television  has  assisted  the  insurance 
companies  in  their  campaigns  to 
open  the  publics  doors  to  salesmen. 
As  Henrv  ML  Kennedy,  second  v. p. 
of  Prudential,  put  it  to  SPONSOR: 
"Life  insurance  is  rarely,  if  ever. 
sold  directly  by  advertising — the  role 
of   advertising    is    that    of    preparing 


the  wav  for  the  -.ale-man-  rail. 
Television  has  built  a  more  favorable 
attitude  toward  the  Prudential  ami 
the  Prudential  agent,  not  onlv 
through  the  commercials  we  use,  but 
bv   the  type  of  program  we  Bponsor. 

Ibis  has  helped  create  the  kind  ol 
atmosphere  in  which  our  local  rep- 
resentatives can  be  most  successful." 
The  pair  of  Nl!<  I  \  specials  fea- 
turing The  Ordeal  of  /'  oodrou  l\  ii 
son,  a  personal  memoii  bv  Herbert 
Hoover  and  Kisenhowei  on  Lincoln 
.  .  .  a  Military  Memoir,  under  the 
sponsorship  of  I  nion  Central  Life 
Insurance,  will  stress  the  theme: 
"Procrastination  i-  the  highest  cost 
of  life  insurance.  It  increase-  both 
your  premium  and  your  risk."  \s  in 
previous  specials,  I  nion  Central  will 
eliminate  the  middle  commercials. 
The  opening,  according  to  John  \. 
Lloyd,  president  of  I  nion  Central, 
will  be  a  prologue,  rather  than  a  sell- 
ing commercial.  Include!  as  a  por- 
tion of  the  closing  commercial  will 
be  this  invitation:  "These  \mericans- 
in-crisis  telecasts  are  available  on 
film.  Arrangements  for  showing  anj 
one  of  them  to  your  civic  or  service 
organization    can    be    made    bv    con- 


tacting  the   I  nion  <  lentral   agent   in 

\  Mm  \  i(  initj  Shot  tlv  aftei  each  tv 
program  baa  been  aired,  films  will  1>< 
-hipped  to  the  agencies  "f  I  nion 
(  entral.  This  coupled  h  ith  the  pi  o 
motion. d  assistance  provided  bv 
NBC  l\.  including  on-the-air  an- 
nouncements, premium  notice  en- 
closures, et(  .  should  make  it  eaaiei 
for  the  company  representative  to 
gel  through  to  potential  policyhold- 
ers. 

\l!(  I A  is  carrj  ing  a  w  hopping 
amount  of  insurance  companj  busi- 
ness and  it-  fall  lineup  promises  t" 
be  a  record-breaking  one  judging  bj 
the  advance  booking-.  Present])  in 
the  Wedne-dav  7:.'^l  to  .'!  p.m.  slot, 
with  Hon  mil  A.  Smith  Vewi  and 
Comment,  Nationwide  Insurance,  via 
Ben  Sackheim.  plans  to  move  into 
the  Sund.iv  10:30  to  II  p.m.  niche 
in  the  fall.  With  time  and  talent,  it 
is  estimated  that  the  Smith  program 

should    cost    the    SponSOl     about     $80,- 

(iiio  pei  -bow.  The  Insurance  Com- 
panj of  North  America,  via  N.  \\  . 
\vei.  i-  in  for  minute  participations 
in  The  Sunday  \i^lii  Movie.  Kem- 
per Insurance  Group,  via  Clinton  L. 
Frank,  is  in  the   ABC  Evenine  Report 


IN  NORTHEASTERN  NEW  YORK  AND  WESTERN  NEW  ENGLAND 

WRGB  AGAIN 


Total  Homes  Reached — Average  Quarter  Hour 


ARB  9  AM  to 

Mar.  '62     Midnight 
Mon.-Sun. 


NIELSEN     6  AM  to 
Mar.  '62     7:30  PM- 
Mon.Fri 


WRGB    STATION  A  STATION  B 
48.3%        29.0°o  22.1% 


48.6%        30.8  % 


20.6% 


7:30  PM  to 
2:00  AM— 
Sat. -Sun. 


47.4%        25.3  % 


21.1% 


992-16B 


A  GENERAL  ELECTRIC   STATION 

ALBANY    •    SCHENECTADY    •    TROY 


I 


rrill-:    KATZ  4GENCY,  im 

Ufehy  National  Representatives 


SPONSOR 


20    UJGUST   1%2 


across  the  board  from  6  to  6:15  p.m. 
General  Insurance,  via  Lennen  & 
Newell,  is  on  ABC  Ncus  Final  Mon- 
day through  Friday  from  11  to 
11:05  p.m.  and  Liberty  Mutual  In- 
surance Co..  via  BBDO  is  in  the  fall 
line-up  with  ABC's  Wide  World  of 
Sports  I  Saturday  from  5  to  6:30 
p.m.). 

NBC  TV,  which  carried  a  good 
amount  of  insurance  business  in  the 
past,  has  lined  up  the  following  busi- 
ness for  the  fall.  The  Insurance  Co. 
of  North  America  on  a  minute  basis 
in  Saturday  Night  at  the  Movies. 
The  company  bought  a  total  of  three 
minutes  and  will  be  seen  from  22 
September  to  20  October.  Mutual  of 
Omaha  Insurance  Co.  is  due  this  fall 
with  a  new  color  series  tagged  Wild 
Kingdom  featuring  Marlin  Perkins, 
naturalist  and  director  of  the  Lin- 
coln Park  Zoo  in  Chicago.  The  Sun- 
day 3:30  to  4  p.m.  program  gets 
underway  next  January.  Wild  King- 
dom is  a  Don  Meiers  Production. 
Bozell  &  Jacobs,  Inc.  is  handling  the 
Mutual  of  Omaha  account.  Among 
other  significant  insurance  account 
buys     on     NBC     TV    in     upcoming 


Pronto! 

TOTAL  SPANISH  TV 
IN  LOS  ANGELES  ! 


Bullfights 


KM 

CHANNEL  34 

Represented  by: 

Spanish  International  Network  Sales 

247  Park  Avenue,   New  York,  N.  Y. 


US 


months  is  the  Union  Central  Life 
Insurance  Co.  sponsorship  of  two 
half-hour  shows,  described  previous- 
ly. Last  season  on  two  separate  oc- 
casions, Union  Central  telecast  stories 
of  Ulysses  Grant  and  Robert  E.  Lee. 
Aetna  Casualty  will  return  to  the 
Tonight  show. 

A  survey  of  insurance  company 
fall  commitments  on  CBS  TV  reveals 
an  equally  impressive  array  starting 
with  the  rock-ribbed  Prudential's 
continuing  full  weekly,  half-hour 
sponsorship  of  Twentieth  Century 
via  Reach,  McClinton:  State  Farm 
Mutual's  alternate-week,  half-hour 
sponsorship  of  Jack  Henri)  Slum,  via 
Needham,  Louis  &  Brorby  and  All- 
state's  backing  of  The  Defenders  on 
an  alternate-week,  half-hour  arrange- 
ment. Leo  Burnett  is  the  agency  for 
Allstate.  Moreover.  Metropolitan  will 
get  its  feet  wet  for  the  first  time 
in  tv  with  a  series  of  special  news 
programs. 

There  is  ample  evidence  to  indi- 
cate that  this  is  the  mere  beginning 
of  insurance  company  business  for 
broadcasting.  Presently  missing  from 
video  is  Equitable  Life  Insurance 
Society  of  U.  S.  It  previously  spon- 
sored Douglas  Edwards  and  the 
News  on  CBS  TV,  and  also  Our 
American  Heritage  on  NBC  TV. 
sponsor  learned  that  Equitable's  ad 
agency,  Foote  Cone  &  Belding,  is  on 
a  continuing  search  for  the  right 
property  for  its  client,  and  in  the 
event  that  such  a  property  materi- 
alizes, Equitable  will  return  to  tv  in 
the  fall  of  '63.  Meanwhile,  Equita- 
ble has  launched  a  16-week  radio 
spot  campaign  on  some  396  stations 
in  125  markets  across  the  country. 
The  campaign  started  19  August. 

Travelers  Insurance  has  been  co- 
sponsoring  the  Masters  Golf  Tourna- 
ment for  several  years  and  will  do 
so  again  in  '63  over  CBS  TV.  Young 
Si  Kubicam  is  the  agency  for  the  ac- 
count. 

To  improve  public  understanding 
of  the  business  of  property  and  cas- 
uall\  insurance,  as  differentiated 
from  life  insurance,  the  National  As- 
sociation of  Insurance  Agents,  via 
I  >< » i  * -i i i n ^  \  Co..  has  been  staging  an 
aggressi\e  and  remarkably  success- 
ful campaign  on  television  over  a 
five-year  period.  A  good  hunk  of  its 
more  than  SI  million  annual  ad- 
vertising budget  is  being  allocated 
to  the  medium.  The  agency  has  been 


buying  local  station  programs  as  well 
as  spots  with  emphasis  on  news, 
weather,  sports,  etc.  The  National 
Association  of  Insurance  Agents  con- 
sists of  some  33,000  member  agen- 
cies with  over  100.000  independent 
insurance  agents.  The  group  will 
be  launching  its  sixth  year  of  tele- 
vision programing  starting  March 
1963.  During  its  first  year  it  was  a 
participating  sponsor  on  Today  over 
NBC  TV. 

It  is  estimated  that  approximately    I 
15%  of  both  the  NAIA's  1961  and 
1962     national    advertising    budgets    | 
have  been  spent  in  television.    Frank 
Schaffer,  executive  v.p.   of  Doremus    | 
&   Co.,   who   is   group   supervisor   of 
the  NAIA  account,  told  sponsor  that    \ 
throughout  the  country  tv  continues 
to   play   a   highly   important   role   in 
the    establishment     of    the     NAIA's 
Big  "I"  Seal  as  the  symbol  of  qual- 
ity insurance.    Schaffer  said  that  the 
NAIA's     national     advertising     pro- 
gram stresses   the  many   advantages 
of  the  American  public's  buying  car, 
home,    and     business     insurance 
through  professional,  independent  in- 
surance   agents.     It    also    establishes 
the   Big   "I"   Seal   as  the   quick   and 
easy   means    of   identifying    indepen- 
dent  agents.     The  NAIA's  slogan — 
"Your  Independent  Insurance  Agent    I 
Serves    You    First" — also    is    promi- 
nentlv  featured  in  all  campaigns. 

Last  year  there  was  about  S685 
billion  of  life  insurance  in  force  in 
the  land.  Some  120  million  policy- 
holders paid  insurance  premiums. 
According  to  Lloyd  of  Union  Cen- 
tral, onl)  7!!' !  of  the  families  are  in- 
sured, and  in  the  average  home  there 
is  only  S10.200  of  life  insurance  on 
the  entire  family.  In  Lloyd's  opin- 
ion, this  is  woeful  under-insurance. 

But  all  this  is  apparently  being 
changed  rapidly.  Evidence  n<<\\ 
seems  to  indicate  that  with  stepped- 
up  ad  campaigns,  notably  in  televi- 
sion, there  should  be  main  more 
policyholders  in  the  near  future. 

As  one  insurance  executive  ex- 
pressed it:  "In  the  old  days  we  left 
the  insurance  man  nearly  naked.  We 
gave  him  a  rate  book  and  told  him  to 
go  out  and  sell.  It  is  a  different  story 
today.  Insurance  is  no  longer  a 
stodgy,  business.  We  are  arriving  at 
a  stage  that  other  industries  arrived 
at  seven  or  eight  years  ago  and  it 
is  exciting.  Television  is 
make  it  so. 


helping   to 


SPOXSOH 


20  a i  (.i  ST   1962 


1972  ADMAN 

(Continued  from  page  38) 

computers  write  all  tin-  t\  commer- 
cials, the  I  I C  .mil  \ ,u  ious  House 
Committees  have  gone  back  to  jump- 
ing  on  Genera]  Motors  and  the  Com- 
munists again.  "The  adman  todaj  is 
as  safe  in  Washington  as  on  his  own 
front  porch"  (las)  words  of  CBS 
Public  Vffairs  programing  \.|>.  Bruno 
Critchwell  ju>t  before  be  was  shot  bv 
the  FCC  in    Vpril). 

'"  \-  Inn  ei  -  ot  media,  saj  9  Kum- 
quat,  "computers  are  the  bees'  knees. 
The)    never  go  out  on  long  lunches 

with  the  computers  sent  around  In 
station  reps.  The)  can  digest  and 
store  the  data  from  an  entire  Nielsen 
in  under  three  seconds,  scan  a  two- 
hour  pilot  film  in  two  minutes." 
(Scanning  pilot  films  is  a  traditional 
courtes)  -till  shown  to  networks  and 
Byndicators.  a  hangover  from  that  dis- 
tant era  when  agencymen  used  to 
have  something  to  do  with  program- 
ing if  it  u;i«  c.iiK  seeing  the  starlets 
home  after  rehearsal.)  "Computers 
can  even  figure  out  a  network's  dis- 
count schedule,  and  they  don't  expect 
profit-sharing  plans  either."  adds  he. 

The  minor  profits.  It  is  just  as 
well  that  the)  don't  (expect  profit- 
sharing,  in  case  you've  forgotten). 
Twentv  years  ago.  according  to  Kum- 
quat's  grandfather  (advertising  pio- 
neer v\ith  long-gone  Lord  &  Thomas, 
and  one-time  Indian  fighter),  an  ad- 
vertising agenc)  which  minded  its  p's 
&  i|  s  could  net  a  profit  of  as  much  as 
1  (15^5  commisison  plus  1%  for 
cash  minus  W  <  for  frayage  of  rope 
ends).  Ten  years  later  (circa  1962). 
it  was  a  luckv  agenc)  which  netted  a 
measl)  ■">',.  and  some  that  did  were 
burned  for  w  itchcraft. 

"Today,"  says  Kumquat,  "WDHK- 
FJSM&G  hill-  S2.2  billion — not  count- 
ing pfennig  credits  in  the  Common 
M.irket — vet  our  losses  run  second 
onlv  to  the  New  Haven  Railroad's.  I 
don  t  know  where  the  money  goes, 
unless  it's  the  cost  of  translating  all 
those  commercials  for  Telstar." 

\-  a  result  of  this  profit  squeeze. 
Kumquat  -hows  up  at  the  ageney 
wearing  old  tennis  shoes  and  a  sport 
coat  patched  at  the  elbow-. 

Man  in  a  Pyrex  tower.  High 
above  the  clouds,  in  the  new  all- 
Pyrex-and-plastic  Jim  Dand)  Build- 
ing  perched    on    the   Queens   side    of 


New    York's   East   River,  sits  adman 

Kumquat.  cuddling  hi-  teak  clip- 
board and  listening  via  super-stereo 
radio  to  durable  Frank  Sinatra  Bing 
top-tune,  )  mi  Mm  (.all  It  Multiplex- 
ing, Bui  I  Call  1 1  Love.  Mow  Kum- 
quat'-  agenc)  wound  up  iii  Queens  is 
the  -toi v  ol  ad\ ci tising. 

Original!)  I  June  1969),  the  agen- 
in  was  on  Madison  Wenue.  Then  one 

dav  Kiinnpi.it  noticed  hi-  wa-  the  la-t 
a^cnev  left  on  Madison,  so  he  quick- 
l\  moved  it  to  an  unfinished  building 
on  Lexington,  but  just  as  the  la-t  ball- 
point desk  set  was  being  moved  in. 
the  much  bigger  Farmer  &  Corn  Al- 
liance Building  was  suddenly  put  up 
over  on  Sixth  Wenue,  so  Kumquat 
hastily  took  out  a  lease  there  and 
moved  west.  The  moving  men  over- 
shot, however,  and  the  agencv  landed 
instead  on  the  three  top  floors  of  the 
-p. inking  new  Baking  Powder  Build- 
ing on  10th  \venue.  Here  Kumquat 
remained  for  as  long  as  it  took  to 
draw  up  a  new  lease  on  the  nearlv- 
finished  Jim  Dand)  Building,  moved 
in  last  week,  will  stay  through  the 
summer  until  the  new  Breadfruit 
Tower   i-  completed   in  the  Bronx. 

Divorced  from  wife  No.  3  and  from 
all  tv  programing.  Kumquat  lives  (he 
was  born  in  Westport.  could  hardlv 
go  back  after  success)  in  a  stately 
Colonial  mansion  with  34  rolling 
acres  right  on  Madison  Avenue  where 
the  agencies  used  to  be. 

He  is  the  adman's  adman  with  all 
the  cultivated  charm  of  one  who. 
through  electronic  client  servicing 
and  loss  of  show  control,  has  nothing 
to  do  with  his  time  and  knows  how  to 
do  it.  Recipient  of  la-l  v  ear's  Trade 
Pres-  Ward  for  The  Ad  Executive 
Most  Reachable  By  Phone.  Kumquat 
live-  up  to  the  prize  bv  inner  having 
his  secretary  tell  a  calling  trade  press 
editor.  "Sorrv .  but  Mr.  Kumquat's  in 
Timbuktu."  This,  despite  the  fact  that 
Kumquat  often  is  in  Timbuktu. 

On  the  rare  occasion  that  an  ac- 
count drops  bis  agencv.  Kumquat 
never  sav .  "We  resigned  it."  Instead, 
his  stock  repl)  i-.  "Oh.  did  the) 
leave?   I  hadn't  noticed." 

How  did  a  man  of  Kumquat'-  cali- 
ber (.30-06  Win.)  come  to  choose  ad- 
vertising? "Easy,"  says  communica- 
tor Kumquat   "Back  in  T 1.  m\   pai  - 

ents  took  me  in  to  see  the  agencv  man 
that  wa-  on  exhibit  in  the  \  \\  Build- 
ing at  the  \\  orld's  lair.    I   fell  in  love 

w  ith  its  image."  ^ 


Agencies 
have  said  they 
need  it!  _ 


Advertisers 
have   said  they 
want   it! 


A 


WRITE 
FOR  YOUR 
COPY 


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  the  contents 

•  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. 

WHBF 

CBS   FOR   THE  QUADCITtES 

Rock  Island,  Molme,  E.  Moline,  III.;  Davenport,  la. 

! ! 

Station  WMBF,  Rock  Island,  Illinois  | 
Attention:  Mr.  Heber  Darton 


Please  send  my  FREE  copy  of  your  Quali- 
tative Media  Study  of  the  Quad-Cities 
Market. 


Name- 
Title- 


Company. 
Address_ 
City 


.State- 


SPONSOR 


20  AUGUST  1962 


19 


VECKLY  CHALLENGE 

(Continued  from  page  41) 

I  do  not  quarrel  with  media  man- 
agement's judgment  in  this  definition 
of  their  needs,  nor  do  I  underrate 
the  contribution  in  new  thinking, 
hard  selling  and  audacity  that  this 
new  breed  brought  to  the  communi- 
cations industry.  I  am,  however, 
wondering  whether  in  the  training 
and  indoctrination  of  these  men  they 
have  been  soberl)  imbued  with  faith 
in  the  power  of  advertising.  Faith  in 
advertising  comes  from  experience — 
either  a  personal,  moving  experience 
that  is  the  reward  of  those  of  us  who 
have  devoted  our  lives  to  its  pursuit 
or  faith  acquired  by  the  transmittal 
of  one's  experiences  to  another. 

Is  it  possible  that  you  are  taking 
advertising  for  granted?  Is  it  possi- 
ble  that  you  have  accepted  this  $12 
billion  pool  as  your  God-given  right 
and  the  present  fish  as  your  legiti- 
mate prey?  The  banks  of  the  pool 
are  getting  crowded  and  ahead)  there 
are  not  enough  fish  to  go  around. 
Are  there  no  more  pools  to  conquer? 
I  think  there  are.  I'm  reminded  of 
the  patent  office  clerk  who  resigned 
in    L893  because  there  was  no  future 


in  patents — everything  had  been  in- 
vented. What  about  the  new  compa- 
nies that  have  sprung  up  in  the  last 
10  years?  What  is  their  advertising 
performance?  Has  anyone  sold  them 
on  advertising?  What  about  the 
growth  companies  that  are  doing  onl) 
token  advertising  because  their  com- 
petitors do?  Is  anyone  selling  them 
advertising?  What  about  regional 
editions  and  regional  networks?  Are 
thev  only  an  expensive  fragmentation 
of  national  advertising  or  are  the) 
used  to  develop  new  advertisers.  Do 
\ou  have  someone  beating  the  bushes 
for  the  Yuban  Coffee  or  Neiman- 
Marcus  that  ma\  be  in  embryo  in 
Springfield.  Massachusetts  or  Peoria. 
Ilinois?  And  more  important,  what 
about  all  present  advertisers  whose 
need  for  advertising  may  be  far  be- 
yond their  immediate  sights? 

Arno  Johnson,  vice  president  and 
senior  economist  of  J.  Walter  Thomp- 
son, in  a  talk  before  the  A  FA  last  fall 
said.  "There  seems  to  be  quite  gen- 
eral agreement  among  economists  that 
the  United  States  productive  ability 
within  10  years  will  grow  to  some- 
where between  $800  billion  and  $900 
billion — but    in    these    economic    dis- 


NEWS 

will  have  a 

NEW  DIMENSION 

soon  in 

SPONSOR 


WATCH  FOR  IT! 


cussions,  major  emphasis  usually  is 
placed  on  the  needs  of  government 
and  private  investment  with  little  rec- 
ognition of  the  changed  standard  of 
living  possible  for  the  mass  of  the 
population,  or  recognition  of  the  criti- 
cal importance  of  e.xpasnion  of  con- 
sumer markets  which  must  continue 
to  utilize  nearly  two-thirds  of  the 
total  production. 

'"The  whole  structure  of  an  expand- 
ed 8835  billion  production  econom) 
would  topple  if  consumer  markets  are 
not  expanded  to  utilize  what  can  be 
produced.  It  must  be  remembered 
that  U.  S.  government  revenues  come 
almost  wholly  from  taxes  on  corpo- 
rate profits  and  individual  incomes 
which  are  related  direct!)  to  the  level 
of  consumption." 

"To  sell  the  volume  of  goods  and 
sen  ices  necessary  to  support  an  S83.S 
billion  level  of  production  in  1 072 
could  well  require  about  S27  billion 
of  total  advertising — or  double  the 
present."  Yet.  your  promotion  and 
selling  activities  do  not  indicate  a 
strong  belief  in  advertising. 

If  I  correct!)  interpreted  some  es- 
timates given  me  by  my  agenc\ .  gen- 
eral magazines  are  spending  less  than 
1 '  (  of  their  revenue  from  advertising 
in  their  own  promotion  in  air  and 
print  media.  And  incidentally,  onl) 
I.-'-  of  the  dollars  spent  was  in  gen- 
eral  magazines. 

I  am  not  at  all  certain  my  esti- 
mates are  correct.  I  am  also  not  tell- 
ing you  how  to  run  your  business.  I 
am  only  saxing  that  these  figures  do 
not  show  a  strong  conviction  on  your 
nart  of  the  effectiveness  ol  advertis- 
ing. 

While  considering  this  talk.  I  have 
taken  the  occasion  to  ask  several  me- 
dia salesmen  "\\  h\  should  I  .  S. 
Steel  advertise  at  all?"  Then  answers 
are  not  going  to  help  me  in  m\  budg- 
et presentation  this  fall.  I  realize  this 
was  an  unfair  question  and  an  un- 
natural situation,  hut  it  did  indicate 
to  me  that  media  salesmen  are  not  too 
well  prepared  to  defend  or  promote 
advertising  per  se. 

1  have  learned  another  rather  star] 
tling  thing  in  the  past  30  davs.  I  will 
gel  little  argument  from  media  sales- 
men on  a  reduction  in  in)  advertis- 
ing program  provided  I  am  making 
similar  reductions  in  their  competi- 
tion.   The  fait  that   I  am  advertising 

less  is  not  disturbing  providing  I 
don't  upset  the  competitive  report. 
\i  e  \  on  selling  ad\  ertising? 


-,i» 


SPONSOR 


20   \u.i  ST   ll>62 


ill' 

[« 

rale 
erti 
iku| 
.ipetJ 


jut 


Let  me  remind  you  of  the  foreign 
invasion  of  Schweppes,  Volkswagen, 
and  Beefeater  Gin.  And  here  at  home, 
the  success  of  Duncan  Mines  Cake 
Mixes,  Metrecal,  and  Mr.  Clean  to 
mention  only  a  few. 

I   think  we  need  a   i  rallii  matimi  ol 

tin-  principles  of  advertising.    I  think 

■re  need  a  new  exposure  of  case  his- 
toric- ol  advertising  at  work.  Just  as 
vou  have  a  new  breed  of  salesmen, 
not  personall)  acquainted  with  the 
Development  of  the  advertising  proc- 
Ibs,  so  management  in  the  companies 
you  arc  selling  is  new . 

Radio  from  its  beginning  has  done 
a  fine  job  of  developing  new  advertis- 
ers and  selling  advertising  effective- 
■ess.  I  believe  thai  television  as  the 
lu-t\.  infant  medium  has  alrcadx 
demonstrated    it>   ahilih    to   make   big 

advertisers  out  of  little  one-.  Three 
of  the  advertising  successes  which  I 
iave  just  mentioned  Mr.  Clean. 
Duncan  Hines  Cake  Mixes,  and  Met- 
recal certainly  owe  a  portion  of 
their  success  t'>  intelligent  use  of  tele- 
\  ision. 

Mow  about  trotting  out  those  suc- 
cess stories  of  advertising  results? 
How  about  developing  some  new  case 
histories?  How  about  selling  adver- 
tising? 

\  new  development  that  should  in- 
crease the  opportunity  for  effective 
■  BSe  historic-,  that  should  broaden 
the  understanding  of  advertising  ef- 
fectiveness, is  the  publishing  bj  the 
Association  of  National  Advertisers 
of  the  hook.  "Defining  Advertising 
Goals  I"!  Measured  Advertising  Re- 
sults." 

^  on  should  read  this  hook  if  \  ou 
have  not  read  it.  You  should  read  it 
again  if  you  have. 

I  his  concept  is  not  the  final  answer 
to  a  statistical  determination  of  the 
results  of  advertising  per  dollar  in- 
vested. I  his  concept  is.  however,  a 
giant  step  in  reestablishing  the  prin- 
ciples of  advertising  and  furthering 
the  understanding  of.  and  faith  in. 
advertising. 

It  -tarts  with  the  simple  statement 
that  to  measure  the  accomplishment 
of  advertising,  a  company  must  have 
a  clear  understanding  of  the  specific 
results  it  seeks  to  accomplish  through 
advertising. 

Let's  take  a  hypothetical  case.  \n 
advertiser  has  determined  his  market 
and  \our  publication  or  station  has 
been  selected  to  reach  that  market. 
His  <:oal  is  to  increase  awareness  "l 


a    product    advantage    among    youi 

prospect-     hi-  market.    If  you're  in 

on  the  ground  floor,  you  can  help  him 

with  hi-  message  from  youi  inti- 
mate   knowledge   of    yOUl    audicin :e 

from  youi  research  techniques,  etc. 
Then  a  hefoi c-and-after  survey  i-  con- 
ducted and  the  increase  of  awareness 
i-    measured.     Now    what    have    you 

got?     If  the   results   arc  g I    I  and    il 

properly  planned  and  executed  the) 
should  be  ' .  \  ou  have  the  t\  pe  of  re 
-nil  storj  that  can  gel  \  ou  more  busi- 
ness    <an  -ell  more  advertising.    \"t 


a  Bton  dial  \ "in  publii  iii" ii  pulled 
1095  more  awareness  than  \  -.  hut 
that  advertising  did  tin   job 

Exposure  of  this  type  "I  result 
-lot ies  i-.  I  am  sure,  l">h>l'  i"  anawei 
man)  "f  the  questions  i aised  bj  man- 
agreement  and  to  a  great  extent  offset 
the  lack  of  understanding  "I  advertis 
i 1 1 ^  in  all  areas.  I  believe  it  is  i" 
-ai  \  that  all  of  us,  advei  ti-'-i  b,  agen- 
cies, and  media,  concentrate  on  selling 
the  fundamental-  ol  advertising  t" 
ourselves,  t"  oui  management,  and 
to   America.  ^r 


Suddenly  we  offer 

35.9% 

ADDITIONAL  VIEWERS 
in  NORTHERN  MICHIGAN! 


WWTV's  new  satellite  (WWl  P-TV  al  Sauk 
Ste.  Mario  i  is  now  on  the  air  —  delivering 
35.9%  more  of  the  television  homes  in  39 
counties  of  Northern  Michigan! 

WWTV/WWUP-TV  combined  now  cover 
874.100  people  in  Michigan  and  contiguous 
Canada.  The  effective  buying  income  of  people 
in  this  area  is  S  1 .304. 145.000  annually. 

This  unique  combination  really  saturates  our 
fast-growing  industrial  area.  To  get  equivalent 
coverage  with  other  media,  you'd  have  to  use 
20  radio  stations,  or  13  newspapers! 

Ask  your  jobbers  or  distributors  in  this  area. 
Thev  know  the  ston  ' 


FLASH  !  As  we  go  to  press.  A  R.8.  reports  of  tele- 
phone coincidental  surveys  arrive  (started  10  days  after 
WWUP  TV  began  operation  as  full-time  satellite).  Results 
indicate  that  35  9°o  expected  listenershlp  increase  has 
been  greatly  exceeded 


3he  £e/wi  .'J/ft/r<m 

"010 

WOO    KALAMAZ00-BATTLE  CHEEK 
WIEF    GRAND  RAPIDS 
W1EF-FM    GRAND  RAPIDS-KALAMAZ00 
WWTV-FM    CADILLAC 

TELEVISION 

WUt-TV    GRAND  RAPI0S  KALAMAZOO 
7  CADILLAC-TRAVERSE  CITY 
/WWW-TV    SAULT  STE.  MARIE 
K0LNTV/  LINCOLN.  NEBRASKA 

/niH-TV    GRAND   ISLAND.  NEB. 


WWTV/WWUPTV 


CADILLAC  TRAVERSE  CITY 

CHANNEL      : 

ANTENNA  1640'  A    A    T 

CIS    ■    AIC 


SAULT  STE.  MARIE 

CHANNEL   10 

ANTINNA    1114     A    A    T 

CIS    •    AIC 


y   Knodrl    Int..  EkcIuiiv*  National  Ktpttttntgt,  .  9 


SPONSOR 


20  AUGUST   1002 


ol 


Tangled  with  any  trends  lately? 

Rising  marketing  costs,  for  example. 

They're  a  big  part  of  62's  first-half  reports.  And  a  big  part  o 

the  profit  squeeze. 

So  nowadays  your  advertising  money  has  to  work  harde 

than  ever. 

That's  where  we  come  in. 

In  Outdoor  Advertising,  you  reach  more  people,  more  often- 

at  1/10  to  1/5  the  cost  of  most  primary  media. 


52 


SPONSOR 


20  \k.i  st   L962 


L 


»*.  i 


You  reach  94%  of  all  car-owning  families  21  times  a  month, 
^nd  you  reach  them  only  three  minutes  from  the  cash  regis- 
:er.  Practically  at  point-of-sale. 

There's  no  editorial  competition.  No  back-to-back  spot  place- 
ment. No  distracting  ad  section.  Just  your  message— selling 
n  compelling  color,  bigger  than  life. 

That's  why  the  smart  money  trend  is  to  Outdoor.  Ask  any- 
pne.  Then  ask  for  your  Outdoor  representative.  Soon. 


OUTDOOR  Kl    ADVERTISING 


SPONSOR 


20    lUGUST   1902 


53 


// 


won't  be 

How' 


Keep  your  eye  on  September  10  SPONSOR: 


.,«.«* 


- 


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


WASHINGTON  WEEK 


20  AUGUST  1962  FCC  Commissioner  Robert  E.  Lee  has    declared    himself    pretty    much    in    the 

Copyright   1962  MillOW     CUinp. 

sponsor  In  a  speech  at  Woodstock  College,  Lee  said  in  effect  that  the  law  is  the  law,  and  regardless 

publications  inc.  of  his  personal  opinions  it's  his  dutv  to  administer    the    applicable   statutes    as    they   are 

written. 

For  a  long  time.  Minow  has  heen  complaining  privately  that  he  can  swing  only  one  vote 
on  the  Commission,  his  own.  This  didn't  mean  he  voted  alone  in  every  case,  but  except  for 
a  fair  consistency  on  the  part  of  Bartley,  Minow  had  no  way  of  knowing  who  would  be  with 
liim  and  who  against  him  on  any  specific  vote.  Often,  Minow  and  Bartley  were  a  minority 
of  two. 

The  tenor  of  Lee's  speech  seemed  to  indicate  the  two  will  in  the  future  more  often  be 
three. 


Everybody  now  expects  still  another  vote  to  be  added  on  Minow's  side  when  a 
new  Commissioner  is  named. 

In  short  order,  the  Craven  seat  will  also  be  vacated,  and  nobody  doubts  that  another 
Minow  adherent  will  get  this  post.    Craven's  term  ends  next  30  June. 

Craven  could  be  replaced  earlier.  When  and  if  the  new  communications  satellite  bill  he- 
roines law,  there  is  talk  that  Craven  will  be  retired  from  his  present  job  to  take  over  important 
duties — perhaps  the  top  government  post — in  relation  to  that  now  field.  He  could  also  be  retired 
when  he  reaches  his  70th  birthday. 

In  any  event,  chairman  Newton  Minow  appears  to  have  the  worst  of  his  loneliness  behind 
him.  His  position  at  the  FCC  had  deteriorated  when  the  other  commissioners  resented  the 
personal  publicity  following  his  long-ago  "vast  wasteland"  speech.  Now  a  new  ascend- 
ancy appears  to  be  coming  with  almost  startling  suddenness. 


Lee's  turnabout  was  far  from  sudden,  though  the  speech  illustrates  how  far  it 
has  gone. 

He  started  out  as  one  of  the  most  conservative  of  the  commissioners,  but  began  to  switch 
toward  tighter  regulation  even  before  John  Doerfer  resigned  as  chairman.  The  change 
speeded  up  under  the  tougher  policies  of  Frederick  Ford.  Now  under  Minow  he 
seems  to  have  gone  full  circle. 

Lee  spoke  on  a  much  broader  topic  than  just  broadcast  regulation.  In  fact,  the  title  was 
"Ethical  and  Social  Responsibility  of  Advertising."  He  said  that  the  decline  in  number  of 
newspapers  and  concentration  of  control  of  those  remaining  can  be  countered  by  radio-tv.  He 
agreed  that  advertising  increases  consumption  and  thus  keeps  the  economy  moving,  but 
argued  that  advertisers  should  not  use  the  power  of  their  purses  to  impede  the  free 
flow  of  information  to  the  public. 

Sounding  quite  a  bit  like  Minow,  Lee  said.  "I  am  sure  the  mass  media  want  no  more  of 
government  control  and,  I  might  add,  neither  do  I.  But  to  prevent  such  an  incursion  by  govern- 
ment, we  must  achieve  and  maintain  the  plateau  where  the  public  has  confidence  in 
the  ability  of  any  given  industry  to  manage  its  own  affairs  with  acceptable  morality." 

He  said  responsible  members  of  an  industry  suffer  because  of  "the  cheat  and  sharp  prac- 
titioner," in  broadcasting,  to  be  specific,  those  who  don't  join  the  associations  or  observe 
the  codes.  He  added:  "We  must  find  a  wav  to    answer    the    statement   'if   I    do   not   handle 

{Please  turn  to  page  57) 


sponsor 


20  august  1962 


55 


SPOT-SCOPE 


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


20  AUGUST  196?  It'll  be  Christmas  in  September  for  tv  stations  in  Northern  California  and  Neva- 

copyright  1962  da  markets  when  campaigns  hitting  as  high  as  230  one-minute  spots  weekly  start, 

sponsor  compliments  of  a  small  Oakland  agency  called  Jubilance  Advertising. 

publications  inc.  The  push  on  behalf  of  American  Toy  Company  of  Oakland,   a  wholesaler  handling 

lines  of  major  toy  manufacturers,  opens  1  September  and  runs  through  22  December  in  San 
Francisco  and  Oakland.  The  full  run  of  kids  shows  on  KGO,  KPIX,  KRON  and  KTVU 
are  included,  opening  with  a  total  of  100  spots  a  week  and  increasing  to  150  in  early 
November. 

Magic  Carpet  Toy  Stores  of  Fresno  and  Reno  will  open  its  pre-Christmas  guns  on  1 
October  with  32  spots  a  week  on  KFRE-TV,  Fresno  and  a  20  a  week  on  KOLO-TV,  Reno. 
KOVR-TV,  Stockton  will  be  used  to  cover  the  Stockton-Sacramento  market,  with  all  schedules 
also  running  right  up  to  the  final  shopping  days  of  the  year. 


The  National  Assn.  of  Insurance  Agents  (Doremus)  is  readying  a  spot  tv  cam- 
paign for  the  fall  which  will  mark  the  group's  fifth  anniversary  in  air  media. 

While  plans  are  still  somewhat  vague,  markets  in   10-12  states  can  safely  bank  on 

schedules  from  the  association,  which  spent  $117,330  in  the  medium  last  year.  The  kick-off  is 
mid-September,  for  13  weeks  in  some  markets  and  four  weeks  in  others  where  the  frequency 
will  be  heavier. 

Paul  Zappert  is  doing  the  buying. 

On  the  Chicago  scene,  tv  is  still  rolling  along  with  the  week's  biggest  buy  from 
Leo  Burnett:  For  the  new  Pillsbury  Cake  Decorator  introduction,  a  market  by  market 
strategy  is  being  used,  with  heavy  frequencies  in  each  provided  by  day  and  night  minutes,  as 
well  as  prime  20's. 

Schedules  are  for  34  weeks,  with  some  markets  starting  late  August.  Mary  Lou  Ruxton 
is  the  buyer. 

Also  at  Burnett,  P&G  Joy  is  adding  a  bit  of  frequency  to  schedules  already  in  existence. 

Northern  Tissue  (Y&R)  is  coming  back  into  tv  for  the  first  time  in  at  least  five  years, 
with  a  4-week  schedule  to  supplement  newspapers.  Markets  are  mostly  southwest  right  now. 


SPOT  TV  BUYS 

Block  Drug  is  lining  up  markets  for  its  Rem  Cough  Medicine.  Schedules  will  start  around  the 
middle  of  October  and  run  from  10-17  weeks,  depending  on  the  market.  Time  segments:  day 
and  fringe  minutes.  Agency:  Lawrence  C.  Gumbinner.  Buyer:  Tessa  Allen. 
Wonder  Bread  (Continental  Baking)  is  shopping  around  for  nighttime  minutes,  20's  and 
10's  and  minutes  adjacent  to  kid  shows.  Campaign  is  slated  to  start  10  September  and  will 
continue  through  27  October.  Agency:  Ted  Bates.  Buyer:  Dan  Monahan. 
Hanes  is  getting  set  to  break  out  a  fall  push  for  its  hosiery  and  although  no  one's  saying  how 
long  the  campaign  will  last,  it's  slated  to  begin  1  October.  Prime  ID's  and  20's  are  being 
sought.  Agency:  James  Flanagan,  N.Y.  Buyer:  Walter  Bowe. 

Chesebrough  Pond  is  shelling  out  a  sizeable  chunk  of  ad  money  for  a  16-week  campaign 
for  its  Angel  Face  cosmetics  and  face  creams.  Fringe  night  minutes  are  in  order  and  10  Septem- 
ber is  the  starting  date.  Buying  is  being  done  by  Helen  Davis  out  of  J.  Walter  Thompson. 


56 


SPONSOR 


20  august  1962 


SPOT-SCOPE  continued 


Pels  &  Co.  is  looking  for  day  and  fringe  minutes  for  a  L5-week  campaign  (no  product  speci- 
fied). Agency  is  Richard  K.  Manoff. 

R.  T.  French's  Copper  Kitchen  Sauce  will  be  getting  tv  exposure  for  nine  weeks  beginning 
17  September,  via  nighttime  and  daytime  minute*  and  chain  breaks.  Agency  is  J.  Walter 
Thompson.  Buyer:  Don  Miller. 

Keebler  Biscuits  is  buying  prime  ID's  and  daytime  ID's  for  a  two  or  three  week  push  begin- 
ning 12  September.  Buying  is  being  done  by  Evelyn  \\  almsley  out  of  Lewis  &  Gilman.  Phila- 
delphia. 

Corn  Products  is  kicking  off  a  6-week  push  for  its  Rit  Dye,  3  September.  Daytime  and 
fringe  minutes  will  be  used.  Agency:  SSC&B.  Buyer:  Chuck  Woodruff. 

Southwest  Tablet  Manufacturing,  Dallas,  is  breaking  out  a  back-to-school  tv  campaign  27 
August  in  17  Texas  markets  for  its  Skyblen  social  stationery  and  Aladdin  School  Supplies. 
Animated  minutes  are  being  used.  Agency  is  Rogers  &  Smith,  Dallas. 

SPOT  RADIO  BUYS 

Oldsmobile  will  be  getting  its  exposure  during  the  week  beginning  1  October  in  25  markets 
via  7  minutes.  Agency:  D.  P.  Brother.  Buyer:  Jack  Walsh. 

Pontiae  is  buying  110  markets  and  will  use  21  minutes  and  10  30's  during  the  week  of  1 
October.  Agency:  McManus,  John  &  Adams.  Buyer:  Dick  Shepard. 

Cadillac  will  use  30  minutes  in  1400  markets  for  the  week  of  4  October.  Of  the  1400  markets, 
all  except  155  are  single  dealer  markets.  Agency:  McManus,  John  &  Adams.  Buyer:  Dave  Bal- 
naves. 

Chevrolet  is  going  into  an  estimated  150  to  200  markets  for  the  week  of  27  September  using  an 
unspecified  number  of  minutes,  20's  and  30's.  Agency :  Campbell-Ewald.  Buyer:  Bill  Kennedy. 
Buick  is  buying  some  20  minutes  in  82  basic  markets  for  the  week  of  1  October.  Agency : 
McCann-Erickson.  Buyer:  Jud\r  Hudson. 

Harrison  Radiator  is  giving  spot  radio  a  substantial  boost  this  season  in  123  markets  to 
introduce  its  combination  heater-air  conditioner  (optional  equipment  in  all  General  Motors 
1963  cars,  except  Oldsmobile).  The  schedule  is  for  one  week  per  month  from  September.  1962 
through  July  1963.  Agency  is  D.  P.  Brother,  Detroit.  Buyer:  Joe  Archer. 
Wolverine  Shoe  &  Tanning  Corp.  is  buying  participations  in  farm  programs  in  34  mar- 
kets for  a  10-week  flight  beginning  3  September.  Agency:  McManus,  John  &  Adams.  Buyer: 
Dave  Balnaves. 
Burlington  Mills  is  using  radio  in  30  markets  for  its  Supp-Hose.  Donahue  &  Co.  is  the  agency. 


WASHINGTON    WEEK    [Continued  from  page  55) 

questionable  advertising  copy,  my  competitor  will."  He  noted  that  the  NAB  is.  if  anything, 
stricter  than  the  FCC  program  policy  statement,  hut  that  the  NAB  has  no  effective  sanc- 
tions, where  the  Commission  has. 

"If  the  history  of  the  industry  is  prophetic,  and  the  (NAB)  Code  fails  to  do  the  job 
and  more  of  the  FCC  policy  statement  may  become  a  matter  of  rule  and  regulation,  the  non- 
compliance with  which  could  mean  a  license  revocation."  Lee  warned. 

After  having  served  this  sharp  warning  about  his  new  regulatory  attitude,  Lee  turned 
around  and  said  consumers  shouldn't  be  spoon  fed.  He  argued  that  they  have  a  respon- 
sibility not  to  buy  the  product  of  the  irresponsible  advertiser,  or  the  paper  which  carries  the 
ads.  and  to  tune  out  the  stations  which  carry  the  offending  commercials. 

SPONSOR      •      20  AUGUST   1962  57 


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


SPONSOR  HEARS 


20  AUGUST  1962  Among  the  items  of  scuttlebutt  circulating  along  Madison  Avenue  last  week: 

copyright  1962  •  General  Mills  was  readying  a  second  shakeup  in  agencies,  the  first  being  the  switch 

sponsor  of  the  cakemixes  from  BBDO  to  NL&B.   A  corollary  to  the  report:  The  Mills  was  getting 

publications  inc.  out  of  the  flour  packaging  business.    Also  that  Doyle  Dane  Bernbach  was  a  serious 

prospect  for  a  piece  of  the  Minneapolis  giant's  billings. 

•  One  of  the  important  bottlers  was  on  the  verge  of  making  an  agency  change. 

•  Chrysler  Corp.  is  mulling  a  migration  for  a  chunk  of  its  ad  outlay. 

One  of  the  soaps  has,  after  a  random  feeler  via  personnel  calls  on  tv  stations,  given 
up  any  thought  it  had  nurtured  of  competing  with  barter  merchants. 

On  the  premise  that  the  barter  gentry  are  able  to  get  unsold  time  without  fixed  positions 
at  40%  of  the  cardrate,  the  soap  company  offered  to  pay  a  net  of  25%  for  the  same 
ROS  arrangement  that  it,  in  turn,  would  pay  its  agencies  a  15%  commission. 

Lately  the  barter  operators  have  added  a  variation  to  their  approach  to  stations.  They're 
willing  to  make  it  60%  of  the  cardrate  for  fixed  positions. 

Speaking  of  the  unusual  in  client-agency  relations,  the  late  William  Esty  per- 
haps was  in  a  class  by  himself  in  one  respect:  an  ex-client  paid  him  an  annual  retainer 
not  to  take  on  an  account  in  the  same  field. 

It  happened  back  in  1933  when  Esty  quit  JWT  to  set  up  his  own  agency.      The 

person  who  paid  the  retainer  was  the  late  Francis  A.  Countway,  who  was  at  that  time  head 
of  Lever. 

Esty  had  been  the  top  accountman  on  the  Lever  business  at  JWT. 

Before  diet  LaRoche  decided  to  bring  in  James  McCaffrey  and  William  McCall 
from  OBM,  be  had  offers  for  a  buyout  from  Campbell-Mithun,  Tathum-Laird  and 
Maxon. 

As  president  and  vice-chairman,  respectively,  McCaffrey  and  McCall  become  hold- 
ers of  substantial  blocks  of  stock  in  LaRoche,  but  LaRoche  still  retains  control. 

One  of  the  agency  propositions  included  a  retainer  of  $50,000  a  year  for  five  years. 

A  major  user  of  tv  must  have  misunderstood  a  claim  made  by  an  agency  in  the 
process  lately  of  pitching  for  his  account. 

As  the  advertiser  interpreted  the  statement,  the  soliciting  agency  was  responsible  for 
all  the  buying  of  spot  for  a  client  it  had  in  the  house  whose  billings  run  well  over 
the  $30-million  mark  and  whose  business  is  spread  among  three  agencies. 

What  the  soliciting  agency  must  have  meant  was  that  it  was  the  control  agency,  that  is. 
the  keeper  of  records  for  the  client's  complete  air  media  operations. 

The  customary  procedure  for  an  advertiser  with  several  agencies  is  to  let  each  agency 
buy  for  its  own  brands  and  to  relay  details  of  the  buy  to  the  control  agency  for 
purposes  of  discount  and  other  protection. 

For  instance  among  the  soaps,  Bates  is  the  control,  coordinating,   agency   for   Colgate. 


Compton    for   P&G 


FC&B   for   Lever. 


For  those  buyers  who  may  not  as  yet  be  privy  to  it.  Alaskan  tv  offers  on  sta- 
tions routing  network  programs  something  they  can't  get  in  the  States. 

The  added  availability  up  there:  minutes  between  nighttime  programs.  A  New  York 

agencv  bought  a  flock  of  these  for  a  pre-Christinas  promotion. 


SB 


SPONSOR 


20  ai'oust  1062 


People  who  know  the 
Pittsburgh  market  best 
TAKE  TAE 

"In  the  food  business,  advertising  must  pay  off 
right  away.  Thorofare  has  sponsored  full-length 
TV  feature  movies  for  the  last  nine  years.  In  that 
time,  our  sales  volume  has  tripled.  We  are  con- 
tinuing to  place  more  television  advertising  than 
any  food  chain  in  this  area.  It  helps  give  us  the 
sales  results  we're  looking  for." 


Mr.  L.  B.  Smith,  Jr.,  President 
Thorofare  Markets,  Inc. 

A  food  chain  owner  is  a  hard-headed  spender.  Why  is 
Pittsburgh's  most  dynamic,  talked-about  grocery  chain 
putting  its  money  on  TAE-time?  Take  TAE  and  see! 


ifM 


TAKE  TAE  AND  SEE 


CHANNEL  4 


Basic  ABC  in  Pittsburgh 

THE  KATZ  AGENCY,  inc. 

k.  National  Representatives 


SPONSOR 
WEEK 


WRAP-UP 


Leeds  to  Paramount  Ltd. 

(Continued  from  Sponsor  Week) 

nounced  by  president  David  Suss- 
kind.  He  will  acquire  an  extensive 
stock  interest  in  the  company,  50% 
of  which  is  owned  by  Paramount. 
Leeds  will  be  in  charge  of  the  west 


coast  operation.  Paramount  has  long 
wanted  to  expand  in  film,  live  and 
tape  tv,  its  president  Barney  Balaban 
noted. 

Leeds  was  executive  v.p.  of  Desilu 
Productions  for  seven  years  and  was 
director  of  business  affairs  for  CBS 
TV  in  Hollywood  for  six  years. 


Agencies 


J.  Walter  Thompson's  Detroit  office 
can  boast  of  four  executives  in  the 
media  department  who  have  had 
media  director  experience  or  some- 
thing close  to  it. 

For  a  regional  office  that  is,  it'll 
have  to  be  admitted,  quite  unusual. 

The  foursome,  including  James 
Luce  v.p.  and   media  director,  are: 

Cliff  Badger,  formerly  media  di- 
rector of  JWT's  San  Francisco  office. 

Rodney  Holbrook,  formerly  associ- 
ated media  director  of  Y&R  and  the 
Ford  Division's  media  supervisor. 

Bob  Clark,  former  media  super- 
visor at  FC&B. 


ROYAL  WELCOME  was  given  to  Marie  Torre,  who  recently  joined  news  staff  of  KDKA-TV   in    Pittsburgh.   Mayor  Joseph    M.    Barr    (I)    presented 
the    former    New    York    Herald    Tribune    columnist    with    a    key    to    the    city.        Paul     Houck,    Sigma     Delta     Chi     chapter     pres.,     gave    a     plaque 


BEACH  BALL  run  by  WOWO,  Ft.  Wayne, 
included  many  events,  but  at  least  one  young 
lady  wasn't  distracted  from  "mugging"  for 
the   camera.     Two-day   affair   was   big    success 


#»*' 


TIEING  THE  KNOT,  execs  pose  under  right 
sign,  (l-r):  WJRZ,  Newark  gen.  mgr.  Sy 
Levy;  Adam  Young  radio  v.p.  Cliff  Barborka, 
stn.     pres.     Lazar     Emanual;     Adam     Young 


FIRST  PRIZE  in  Plough  Broadcasting 
'Name  the  Sound'  contest  is  a  boat.  Admiring 
the  model  are  WJJD,  Chicago,  v.p.  Boyd 
Lawlor     (I),     Plough    pres.     Harold     Krelstein 


60 


SPONSOR 


20  august  1962 


\  it'll 
isual 

ames 

Vi 

a  ai. 

fa 

vrt 

y, 

uper- 


Agency  appointments:  Reston  to 
Henry    J.    Kaufman    &    Associates, 

Washington,  D.  C.  .  .  .  The  New  Eng- 
land Fish  Co.  of  Seattle  to  Geyer, 
Morey,  Ballard  .  .  .  Laco  Enterprises, 
St.  Louis  to  Richard  C.  Lynch  .  .  . 
Painter  Carpet  Mills  of  Dalton  to 
Liller  Neal  Battle  &  Lindsey,  Atlanta 
.  .  .  Mead  Johnson  Laboratories  to 
Robert  A.  Becker  for  pediatric  vita- 
min products,  effective  1  January 
1963  .  .  .  Transcontinental  Bus  Sys- 
tem to  AD-PR  of  Dallas,  effective  1 
September,  from  Sanders  Advertis- 
ing ..  .  Hook  Drugs  to  Ruben  Ad- 
vertising Agency  for  radio  and  tv 
advertising  for  the  75-store  chain 
.  .  .  Taystee  Bread  ($500,000)  to  The 


Wesley  Associates  for  the  New  York 
area.  Y&R  has  the  rest  of  the  coun- 
try ..  .  Cranson  Rambler,  Washing- 
ton and  Cranson  Cars  in  northern 
Virginia  to  Leon  Shaffer  Golnick  .  .  . 
LePage's,  Inc.,  makers  of  glues,  ad- 
hesives  and  tapes,  to  Lando  .  .  . 
Sauter  Laboratories,  New  Jersey  to 
Kastor  Hilton  Chesley  Clifford  & 
Atherton. 

Top  brass:  William  J.  Gillilan  and 
William  E.  Pensyl  have  been  named 
to  the  newly-created  post  of  senior 
vice  president  of  Ketchum,  MacLeod 
&  Grove.  Gillilan  is  director  of  ad- 
vertising and  Pensyl  is  coordinator 
of  creative  and  media  services. 


New  v.p.'s:  Lou  E.  Sargent,  market- 
ing and  merchandising  director,  at 
R.  Jack  Scott  Chicago  .  .  .  Richard 
M.  Detwiler,  director  of  public  rela- 
tions, at  BBDO  .  .  .  Victor  F.  Boero, 
art  director,  at  Fuller  &  Smith  & 
Ross,  Pittsburgh  .  .  .  Arthur  W.  Atack 
in  charge  of  radio-tv  department  at 
Gillham  .  .  .  Howard  Colwell  and 
Stanley  Freeman  at  Kudner. 

PEOPLE  ON  THE  MOVE:  John  G. 
Leach  to  public  relations  manager 
at  BBDO  .  .  .  R.  Bruce  Oliver  to  ac- 
count executive  at  K&E  Boston  .  .  . 
Millie  T.  Trager  to  creative  director 
at  Cole  Fischer  Rogow  .  .  .  Ralph  D. 
Rose  to  the  Washington,  D.  C.  office 


AT  THE  MOVIES — Warner  Bros.'  recent  preview  in  New  York  of 
new  film  "The  Music  Man"  was  attended  by  150  agency  media  people, 
including  Benton  &  Bowles'  Rudy  Maffei  (I),  chatting  with 
Joseph    Kotler,    v. p.,    W.B.    tv    division.     (See    Timebuyer's    Corner) 


HAPPY  ANNIVERSARY— William  M.  McCormick,  pres.  and  gen. 
mgr.  of  WNAC,  accepted  the  invitation  of  WGBH  (FM)  to  tell  of 
his  station's  40  years  of  service.  He's  interviewed  by  Tom  Connolly 
(I),   host  of  WGBH's  "Kaleidoscope,"  which  offers  news  on  the  arts 


K 


JUST  A  TASTE  of  things  to  come  when  zany  comic  Jerry  Lester   (c)    starts    his    new    late-night    tv    show    "Weekend."    Extracting    arrow    from 
Lester's   head   are  Ted   Grunewald    (I)    and   Vernon    Becker    (r),    pres.   and     exec,     producer    respectively    of    Arrowhead     Productions,     packager 


SPONSOR 


20   AUGUST    1962 


61 


of  Ketchum,  MacLeod  &  Grove  .  .  . 
Tom  Scholts  to  account  supervisor 
for  the  Seven  Up  Bottling  Co.  of 
Los  Angeles  at  Wade  .  .  .  Warren 
Menaker  and  Robert  Zschunke  to 
associate  media  directors,  Carson 
Morris  to  administrative  supervisor 
for  the  media  and  research  depart- 
ments, Ed  Berg  and  Harvey  Mann  to 
media  supervisors  at  Campbell- 
Mithun,  Chicago  .  .  .  James  Cam- 
misa  to  account  executive  at  SSC&B, 
from  associate  product  manager  at 
General  Foods  .  .  .  Henry  Franz  to 
general  manager  of  the  Indianapolis 
division  of  Bonsib,  from  manager  of 
WFBM,  Indianapolis  .  .  .  Mort  Adams 
to  account  executive  in  the  food  di- 
vision of  Mogul  Williams  &  Saylor 
.  .  .  Lowell  R.  Jackson  to  account 
executive  and  Gerreld  L.  Pulsipher 
to  research  department  at  Gillham, 
Salt  Lake  City. 

Retirement:  Dr.  Wallace  H.  Wulfeck, 

vice  chairmen  of  the  board  at  Wil- 
liam Esty  and  one  of  the  most  dis- 
tinguished of  agency  researchers, 
has  retired. 

New  quarters:  Peter  Zanphir  Adver- 
tising has  moved  to  offices  at  663 
Fifth  Avenue,  New  York  22.  Phone: 
PLaza  5-1085. 

New  branch:  Universal  Advertising  is 
expanding  into  the  Kansas  City  mar- 
ket and  has  opened  an  office  in  the 
Davidson  Building,  1627  Main  Street. 

Advertisers 

P&G  reported  record  sales  for  the 
fiscal  year  ending  30  June,  but 
lamented  that  exploitation  of  new 
products  and  expansion  into  foreign 
fields  prevented  them  from  showing 
as  large  a  profit  increase. 

This  year  sales  reached  $1,619,383,- 
226  while  last  year  they  totaled  $1,- 
541,904,779.  Profits  rose  to  $109,356,- 
179  or  $2.61  a  share  from  $106,632,- 
804  or  $2.56  a  share  the  year  before. 

The  date  has  been  set,  28  Septem- 
ber, for  the  vote  on  the  proposal  to 
merge  Warner-Lambert  Pharmaceuti- 
cal Company  and  American  Chicle 
Company. 


Warner-Lambert  showed  $110,630,- 
000  in  sales  for  the  first  half  of  '62 
compared  with  $97,994,000  for  the 
same  period  in  '61.  Earnings  for  the 
6  months  were  $8,573,000  or  $.54  per 
share,  a  13%  increase  over  last  year. 

Net  income  of  American  Chicle  for 
the  first  half  hit  $4,928,000  or  $1.72 
per  share;  tally  for  the  like  period  in 
'61  was  $4,759,000  or  $1.66  per  share. 

Campaigns:  One  minute  filmed  spots 
and  live  inserts  will  herald  the  intro- 
duction of  Pressman  Toy's  new  prod- 
uct, Wonder  Art.  The  $300,000  cam- 
paign, handled  by  Crestwood  Adver- 
tising, will  get  under  way  on  4  Sep- 
tember. 

Financial  report:  Dow  Chemical  re- 
ported sales  of  $890,638,726  for  the 
fiscal  year  ended  31  May  and  net 
earnings  of  $63,004,064  or  $2.16  per 
share.  This  represented  a  new  high 
in  sales  but  a  decline  of  seven  cents 
per  share  in  earnings  as  compared 
with  the  preceding  fiscal  year.  Sales 
for  fiscal  1961  totaled  $817,514,653 
and  earnings  $64,439,878  or  $2.23  per 
share. 

PEOPLE  ON  THE  MOVE:  Francis  J. 
Abbruscato  to  manager  of  advertis- 
ing and  sales  promotion  for  Allied 
Chemical's  International  Division 
.  .  .  Robert  J.  Ruff  to  the  newly-cre- 
ated post  of  manager  of  advertising 
and  sales  promotion  for  the  tem- 
perature control  segment  of  Minne- 
apolis-Honeywell. 

Associations 

The  NAB  Code  Authority  has  set  up 
a  new  series  of  guidelines  on  hard 
liquor  accounts  and  commercials  for 
radio  and  tv  stations. 

The  guidelines  in  effect  supercede 
all  previous  interpretations  and  rul- 
ings on  hard  liquor  and  the  presen- 
tation of  acceptable  beer  and  wine 
commercials. 
Highlights  of  these  guidelines: 
1)  The  taboo  against  hard  liquor 
advertising  includes,  but  is  not  nec- 
essarily limited,  to  whiskey,  brandy, 
rum,  gin,  vodka,  cordials,  liquors  and 
wines  containing  more  than  24%  al- 
cohol by  volume.   Also  included  are 


mixed  beverages  containing  these 
products. 

2)  Use  of  the  corporate  name  of 
an  organization  that  distills  or  dis- 
tributes hard  liquor  is  permissible 
in  connection  with  the  advertising 
of  a  non-alcoholic  product.  How- 
ever, the  use  of  the  corporate  name 
of  an  organization  that  distills  or 
distributes  hard  liquor  in  connec- 
tion with  the  advertising  of  an  ac- 
ceptable liquor  product  is  permis- 
sible only  if  it  is  required  by  law  to 
be  included  in  the  advertisement— 
and  then  must  be  confined  to  sim- 
ple identification. 

3)  Advertisements  for  stores  which 
sell  liquor  in  addition  to  other  bev- 
erages or  products  are  acceptable, 
provided  there  is  no  mention  or  dis- 
play in  any  way  of  distilled  spirits 
or  implied  reference  thereto.  The 
use  of  the  word  "liquor"  as  part  of 
the  sponsor's  name  is  prohibited. 

4)  If  copy  or  visual  material  is 
used  to  advertise  an  establishment 
whose  principal  business  is  the  sale 
of  alcoholic  beverages  and  no  men- 
tion is  made  of  acceptable  products 
or  services,  it  will  be  construed  as 
an  implied  reference  to  distilled 
spirits. 

5)  Restaurants  and  others  adver- 
tising the  availability  of  distilled 
spirts  are  not  acceptable.  The  word 
"cocktail  lounge"  to  describe  a  place 
of  business  is  also  out. 

The  NAB  has  asked  the  FCC  to  ex- 
tend the  deadline  for  filing  com- 
ments on  its  fm  rule-making  pro- 
posal from  31  August  to  1  October. 

The  association  asked  for  the  ex- 
tension so  it  can  reactivate  its  AD 
HOC  committee  on  fm  allocations 
and  assist  in  the  development  of 
comments  on  such  important  issues 
as  how  to  deal  with  existing  fm  sta- 
tions operating  with  more  than  max- 
imum power  specified  for  their  class 
under  the  new  rules. 

The  Georgia  Assn.  of  Broadcasters 
wound  up  its  convention  with  the 
election  of  new  officers. 

The  new  president  is  C.  C.  Smith, 
WDEC,  Americus.  Elected  vice  pres- 
ident, radio  was  Charles  Doss, 
WROM,    Rome.     Ray    Carow,   WALB- 


(»_' 


SPONSOR 


20  vijgust  L962 


"The  thoughts  expressed  in  your  edi- 
torial get  to  the  heart  of  the  prohlem 
in  a  forthright  manner  .  .  ." 

HERBERT  C.  GODFREY,  JR. 
Director  Hillsborough  County 
Aviation  Authority 

"I  appreciate  the  intelligent  and  in- 
formed view  which  you  expressed  .  .  ." 

WILLIAM  R.  VINES 
Planning  Director 
Manatee  County 

".  .  .  I  could  not  help  but  notice  the 
soundness  of  the  ideas  presented  .  .  ." 

PAUL  E.  DIXON 

Tampa  City  Attorney 


"I  wish  to  express  my  appreciation  and 
commend  you  and  your  staff  for  the 
fine  editorials  .   .   ." 

RUSSELL  M.  0.  JACOBSEN 

Planning  and  Zoning  Director 
Pinellas  County 


"It  very  clearly  states  the  facts  and  is 
certainly  in  the  interest  of  the  taxpayers." 

ELLSWORTH  G.  SIMMONS 
Chairman  Hillsborough  County 
Board  of  Commissioners 


*  Editorializing  daily  since  October  20,  1958, 
to    stimulate    thoughtful    community    action. 


THE  STAT  I ON  ON  THE  MOVE! 
IN  THE  MARKET  ON  THE  MOVE! 


J 


SPONSOR      •      20   AUGUST    1962 


63 


TV,  Albany  is  tv  vice  president  while 
Esther  Pruett,  WTOC,  Savannah  is 
treasurer. 

TV  Stations 

TvB  has  issued  status  reports  on 
advertisers  using  both  spot  and  net- 
work tv. 

There  were  a  record  number  (276) 
of  companies  on  network  in  the  first 
five  months  of  this  year.  The  pre- 
vious high  for  that  period  was  262 
different  companies  in  1960.  Of  the 
276,  139  or  more  than  half  have 
now  used  network  tv  for  five  or  more 
consecutive  years  and  of  these,  82 
or  31%  have  used  the  medium  for 
10  or  more  consecutive  years  and  31 
have  been  in  since  1949.  There 
were  25  newcomers. 

On  the  spot  side,  the  notable  fact 
was  that  214  products  or  services 
were  advertised  for  the  first  time  in 
the  second  quarter  of  1962.  Of  the 
top  100  advertisers  for  1961,  22  had 
26  brands  appearing  on  the  spot  list 
for  the  first  time. 

The  concern  over  the  cholesterol 
content  in  natural  dairy  products 
has  proved  quite  hypo  for  tv,  which 
registered  a  sharp  hike  in  margarine 
billings  the  first  five  months  of  this 
year. 

Network  billings  increased  59.7% 
to  $2,259,030  from  $1,414,756  a  year 
ago  and  spot  tv  billings  (available 
for  the  first  quarter  only)  rose  25.9% 
to  $2,655,140  against  $2,108,810  in 
1961. 

Leading  network  brand  was  Lever's 
Imperial  Margarine,  which  spent 
$578,295  in  the  first  five  months,  vs. 
$323,326  last  year.  Standard  Brands' 
Blue  Bonnet,  which  used  no  net- 
work tv  in  1961,  had  five-month  bill- 
ings of  $437,076  in  1962. 

Fleischmann's  Margarine  was  the 
leader  in  the  first  quarter  on  spot  tv 
with  billings  of  $517,330  against 
$570,110  in  the  first  1961  quarter. 
Blue  Bonnet  followed  closely  with 
billings  of  $509,500  compared  with 
$419,060  in  1961. 

Happy  birthday:  Biscayne  Television 

is  celebrating  the   seventh  year  of 


broadcasting  by  WCKT,  Miami  and 
the  sixth  anniversary  of  WCKR,  Mi- 
ami. Accompanying  the  announce- 
ment: a  digest  of  WCKT's  record  for 
the  year  just  completed,  including 
programing  objectives,  actions  and 
achievements. 

Football  sales:  Two  Washington  Red- 
skins pre-season  games  on  WTOP- 
TV  to  American  Oil  and  National 
Brewing  Company. 

Offbeat  sale:  A  13-week  series  of 
Boston  Symphony  Orchestra  con- 
certs on  WNEW-TV,  New  York  to 
Manufacturers  Hanover  Trust.  The 
first  concert  was  broadcast  last  night 
from  8-9  p.m. 

PEOPLE  ON  THE  MOVE:  Arthur  L. 
Hecht  to  director  of  advertising  and 
program  promotion  of  WCBS-TV,  New 
York  .  .  .  Robert  B.  Farrow  to  ac- 
count executive  for  regional  and  na- 
tional sales  for  Plains  Television 
stations  WICS,  Springfield-Decatur; 
WCHU,  Champaign-Urbana;  WICD, 
Danville  .  .  .  Patricia  L.  Wright  to  re- 
search manager  at  KTTV,  Los  An- 
geles, from  KHJ-TV  and  radio  .  .  . 
Dick  T.  Hollands  to  new  post  of 
manager  of  personnel  at  Triangle 
Stations,  Philadelphia.  .  .  .  John  S. 
Kirk  to  sales  manager  for  WABC-TV, 
New  York  .  .  .  Theodore  C.  Streibert 
resigned  as  vice  president  and  gen- 
eral manager  of  WTCN  (AM  &  TV), 
Minneapolis-St.  Paul,  to  establish  an 
international  business  consulting 
service,  based  in  New  York. 

Radio  Stations 

WKZO,  Kalamazoo  made  a  virtue  of 
an  eyesore. 

Prompted  by  a  listener's  call,  the 
station  devised  a  post-election  gim- 
mick to  encourage  the  citizens  to 
clean  up  electioneering  material  on 
telephone  poles  and  elsewhere  and 
do  so  with  glee. 

WKZO  received  a  rousing  response 
to  its  offer  to  pay  listeners  a  penny 
apiece  for  campaign  posters  tacked 
on  poles  and  buildings. 

A   station   group   has  gone   in   for 


scheduling  expensive  live  name  tal- 
ent. 

Rollins  Broadcasting  has  signed 
Nat  "King"  Cole  to  star  in  a  daily 
one-hour  program  on  five  of  its  sta- 
tions. It  is  reported  that  Cole  will 
receive  over  $150,000  for  the  initial 
39  weeks  of  the  contract. 

The  show  will  offer  celebrity  in- 
terviews, show  business  and  sports 
features,  in  addition  to  music. 

Ideas  at  work: 

•  WWDC,  Washington,  D.  C.  has 
selected  Miss  Washington  of  1962. 
This  marked  the  21st  consecutive 
that  the  station  has  conducted  the 
contest  as  part  of  the  nationwide 
search  for  Miss  America. 

•  The  Midnight  Ride  of  Paul  Re- 
vere would  never  have  taken  place 
if  the  new  wireless  transmitter  used 
by  WBZ,  Boston  had  been  invented. 
In  the  first  live  broadcast  from  the 
steeple  of  the  famous  Old  North 
Church,  the  station's  Mort  Dean 
made  radio  history.  It  was  part  of 
a  30-minute  tour  of  Boston's  famous 
Freedom  Trail. 

•  Some  radio  time  buyer  will  win 
a  beautiful  picture  of  Ben  Franklin 
suitable  for  framing  or  spending  by 
coming  closest  in  a  contest  to  guess 
what  the  next  Hooper  Radio  Audi- 
ence index  will  be  for  WAPE,  Jack- 
sonville. The  next  10  closest  will  get 
transistor  radios. 

Football  sales:  The  19-game  sched- 
ule of  the  New  York  Giants  games 
on  WNEW,  New  York  to  P.  Ballantine 
(Esty),  L&M  (JWT),  Howard  Clothes, 
(Mogul  Williams  &  Saylor)  and  Great 
Atlantic  &  Pacific  Tea  (Gardner).  In 
addition,  Emerson  Radio  (Robert 
Whitehill)  has  the  15-minute  pre- 
game  report,  a  10-minute  half-time 
show  and  the  post-game  report  .  .  . 
Zayre  Department  Stores  (Bernstein) 
and  Lincoln-Mercury  Dealers  of  New 
England  (K&E)  will  co-sponsor  the 
19-game  schedule  of  Boston  Patriots 
professional  football  on  WEEI,  Bos- 
ton. 

Here  and  there:  The  A-Buy  in  Cali- 
fornia radio  station  group  added  two 
stations,  KCKC,  San  Bernardino,  and 


ol 


M'ONSOK 


20  august  L962 


KSEE,  Santa  Maria,  hiking  its  total 
membership  to  12. 

Kudos:  WNAC,  Boston  host  Bill  Hahn 
received  a  citation  from  the  Mas- 
sachusetts Federation  of  Music 
Clubs  for  work  in  the  field  of  musi- 
cal achievement  and  the  cause  of 
musical  art. 

Obituary:  Harry  S.  Goodman,  a  pio- 
neer in  the  field  of  radio  transcrip- 
tions, died  on  8  August;  he  was  68 
years  old.  Mr.  Goodman  was  presi- 
dent of  Harry  S.  Goodman  Produc- 
tions and  chairman  of  the  board  of 
Radio  Representatives.  He  was  also 
a  charter  member  of  the  Radio  Pio- 
neers, an  honorary  society. 


Networks 


Robert  R.  Pauley,  president  of  ABC 
Radio  Network,  reported  to  affiliate 
representatives  on  the  network's 
gains  in  1962. 

At  this  first  of  five  regional  meet- 
ings, it  was  underlined  that  sales 
were  up  48%  in  the  past  six  months 
as  compared  with  the  like  period 
last  year.  The  network  had  already 
booked  more  business  by  the  end  of 
this  past  July  than  it  did  in  all  of 
1961. 

With  eight  selling  weeks  to  go 
for  the  third  quarter  as  of  1  August, 
business  was  25%  ahead  of  the  full 
third  quarter  total   last  year. 

Increased  sales  for  the  past  six- 
month  period  were  particularly  noted 
for  the  following:  Don  McNeill's 
"Breakfast  Club,"  up  61%;  sports 
programing,  118%;  "Flair,"  63%; 
weekday  news,  62%;  weekend  news, 
63%. 

It  was  also  pointed  out  that  ABC 
Radio  now  has  a  total  of  412  affil- 
iates while  last  year,  at  this  time, 
it  had  371.  It  had  replaced  45  sta- 
tions with  "more  responsible  affil- 
iates" and  added  another  41  sta- 
tions. 

Financial  report:  AB-PT  has  declared 
the  third  quarterly  dividend  of  25 
cents  on  the  outstanding  common 
stock,  payable  15  September  to  hold- 
ers of  record  on  24  August. 


Representatives 

The  latest  contribution  to  the  color- 
ing book  craze  comes  from  Bob  Dore 
Associates. 

Done  by  Jack  Allen  and  Tad 
Gesek,  "Uncle  Bob's  Madison  Ave. 
ABC  Book"  combines  sophisticated 
humor  with  this  serious  business 
reminder:  "the  door  is  always 
open  .  .  ." 

Rep  appointments:  WJRZ,  Newark  to 
Adam  Young  for  national,  regional 
and  local  sales  .  .  .  KTVT-TV,  Dallas- 
Ft.  Worth,  to  Katz  .  .  .  WBOF  and 
WYFI  (FM),  Norfolk,  Va.,  to  Walker- 
Rawalt  .  .  .  John  E.  Pearson  Com- 
pany announced  it  has  added  the 
following  stations  since  its  reorgan- 
ization: WMMW,  Meriden,  Conn.; 
WMEG,  Cape  Canaveral;  KHAI,  Ho- 
nolulu; KATZ,  St.  Louis;  KVER  (AM 
&  TV),  Clovis,  N.  M.j  KASE,  Austin; 
WTIP,  Charleston;  Deep  East  Texas 
Broadcasting  Group  .  .  .  WASK,  La- 
fayette, Ind.  to  Prestige  Representa- 
tion Organization. 

PEOPLE  ON  THE  MOVE:  Bernie 
Kvale  to  the  Chicago  office  of  CBS 
Radio  Spot  Sales,  from  Avery-Knodel 
.  .  .  Howard  Rothenberg  to  senior 
account  executive  for  the  New  York 
office  of  Select  Station  Representa- 
tives, from  Communications  Indus- 
tries national  sales  manager. 

Film 

A  "first"  may  have  been  scored  re- 
cently when,  on  a  major  studio  lot, 
videotape  and  film  worked  together 
on  a  series  of  tv  commercials. 

Filmways  of  California,  with  head- 
quarters at  M-G-M  studios,  shot  vi- 
deotape spots  for  a  national  adver- 
tiser in  conjunction  with  MGM  Tele- 
studios  of  New  York. 

Inspiring  this  unusual  harmony: 
a  national  advertiser  on  the  Comp- 
ton  roster. 

ITC  has  kicked  off  the  selling  of  its 
new  series  for  the  fall  with  deals 
signed  with  two  old-time  syndication 


sponsor     •     20  august  1962 


sponsors,  Ballantine  and  R.  J.  Reyn- 
olds. 

Via  William  Esty,  both  companies 
will  sponsor  "Broadway  Goes  Latin" 
in  the  New  York  market. 

The  show  takes  top  tunes  from 
Broadway's  musicals  and  in  song  and 
dance  and  lavish  production  num- 
bers, does  them  in  the  Latin  Ameri- 
can rhythms  that  are  the  craze  of 
the  country. 

There  are  39  episodes,  starring 
Edmundo   Ros. 

Sales:  Banner  Films  has  sold  the 
second  group  of  130  new  Debbie 
Drake  episodes  to  10  stations  since 
its  1  July  release.  The  first  group  is 
in  102  markets  .  .  .  Allied  Artists  Tv 
made  sales  in  10  more  markets  for 
its  Science  Fiction  Feature  package 
.  .  .  Twentieth  Century-Fox  Tv's  "Ad- 
ventures in  Paradise"  to  six  new 
markets,  upping  total  markets  to  51 
sold  within  the  past  two  months  .  .  . 
Fred  Niles  Communications  Center 
sold  "Ed  Allen  Time"  to  5  more  sta- 
tions. 

New  programing:  CBS  Films  will  syn- 
dicate Burr  Tillstrom's  Kukla  and 
Ollie,  containing  130  five  minute  seg- 
ments seen  on  NBC  TV  plus  65  new 
episodes,  195  in  all  .  .  .  UAA  execu- 
tive v.p.  Erwin  H.  Ezzes  says  UAA 
features  are  being  released  years 
ahead  of  what  he  expected,  noting 
UA  Showcase's  33  pictures  were  sold 
in  28  markets  in  14  days. 

International:  Frederick  L.  Gilson  ap- 
pointed assistant  international  sales 
manager  of  CBS  Films,  a  new  post. 
He  was  manager  of  the  St.  Louis  of- 
fice, and  before  that  headed  the  At- 
lanta office. 

PEOPLE  ON  THE  MOVE:  Buddy 
Young  to  assistant  publicity  man- 
ager of  United  Artists.  .  .  .  Joan 
Chaffee  to  supervising  editor  of 
commercials  for  Dolphin  Produc- 
tions. .  .  .  Hal  Styles  to  midwestern 
sales  representative  for  Internation- 
al Video  Tape  Recording  and  Pro- 
duction, Los  Angeles.  .  .  .  Hershel 
Harris,  general   manager  of   ITC   of 

65 


Canada,  Ltd.,  has  been  elected  a 
vice  president  of  that  company  .  .  . 
Charles  S.  Chaplin  to  vice  president 
and  Canadian  sales  manager  for 
Seven  Arts  Productions,  Ltd.,  .  .  . 
Mike  Kraft  to  account  executive  at 
MGM  Telestudios  .  .  .  Clifford  Wells 
to  account  executive  at  Sterling 
Movies  USA. 

Public  Service 

WXYZ-TV,  Detroit  discovered  that 
many  wives  do  as  much  political 
campaigning  as  their  husbands  and 
decided  to  encourage  the  trend. 

The  wives  of  Michigan's  guberna- 
torial candidates,  Mrs.  George  Rom- 
ney  and  Mrs.  John  B.  Swainson, 
were  offered  free  prime  time,  15 
minutes  apiece,  to  present  their  rea- 
sons why  they  think  their  husbands 
should  be  elected. 

Both  women  have  been  touring 
the  state  for  the  past  month  to  aid 
their  husband's  electioneering. 

Public  service  in  action: 

•  KRON-TV,  San  Francisco  is 
blazing  trails  in  the  field  of  adult 
education  with  a  series  of  100  half 
hours  called  "Operation  Alphabet." 
There  are  some  150,000  adults  in 
the  area  who  are  functionally  il- 
literate and  the  series  attempts  a 
new  approach  to  help  them  learn  to 


read  and  write.   Its  on  in  early  morn- 
ing, before  working  hours. 

•  WHK,  Cleveland  believes  in  the 
impact  of  dramatization.  The  station 
has  written  and  produced  public 
service  announcements  that  have 
the  city  not  only  listening  but  en- 
joying as  well. 

•  The  Northeast  Radio  Network 
has  announced  plans  to  cover  the 
New  York  State  Democratic  and  Re- 
publican conventions  to  be  held  18- 
19  September  in  Syracuse  and  Buf- 
falo respectively.  Proceedings  will 
be  fed  to  a  network  of  some  60  am 
and  fm  stations  in  New  York. 

•  WSOY,  Decatur  picked  the 
toughest  time  of  the  year  to  solicit 
blood  donations — vacation  time.  Nor 
did  the  station  merely  "talk  a  good 
game."  Many  staff  members  joined 
in  making  contributions  for  the  Red 
Cross  blood  program. 

Kudos:  WIBG,  Philadelphia  was  cited 
in  a  letter  by  the  Delaware  Valley 
Chapter  of  the  National  Hemophilia 
Foundation  for  the  overwhelming  re- 
sponse to  a  blood  appeal  aired  on 
the  station  for  a  young  hemophiliac 
in  need  of  surgery. 

Equipment 

June  distributor  sales  for  radio  hit  a 
record  high  for  this  year  by  increas- 


Southeast? 

If  you're  interested  in  buying  or  selling  a  broadcast  property 
in   the   Southeast,   it   makes  sense   to   deal  with   Cliff   Marshall   and   our 
Atlanta   office.   Cliff   has   been   dealing   with   Southeastern    broadcasters   for 
over  20   years   and   knows  his   markets   intimately. 

Call    him   at   JAckson   5-1576. 


BLACKBURN  &  Company,  Inc. 

RADIO  •  TV  •  NEWSPAPER  BROKERS 
NEGOTIATIONS  •  FINANCING  •  APPRAISALS 


WASHINGTON,  D.  C.     CHICAGO 


lames  W.   Blackburn 
lack   V.    Harvey 
Joseph   M.   Sitrick 
Ccrard  F.   Hurley 
RCA    Building 
FEderal  3-9270 


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


ATLANTA 

Clifford  B.  Marshall 
Stanley  Whitaker 
|ohn  C  Williams 
1102  Hcalcy  Bldg. 
lAckson   5-1576 


BfVERLY  HILLS 

C  Bennett  Larson 
Colin    M.   Sclph 
Bank  of  America  Bldg. 
9465  Wilshirc  Blvd. 
Beverly   Hills.   Calif. 
CRestvicw  4-8151 


ing  from  772,479  in  May  to  1,040,598 
in  June. 

According  to  monthly  EIA  figures, 
tv  distributor  sales  in  June  also  in- 
creased, reaching  480,510  compared 
with  310,799  for  the  month  before. 

This  year's  cumulative  distributive 
sales  of  radios  stood  at  4,800,574 
against  4,370,863  reported  for  the 
same  period  in  1961.  There  were 
2,724,038  sales  recorded  through  June 
this  year  for  tv  against  2,491,744  last 
year  at  this  time. 

Despite  its  opposition  to  the  recent- 
ly-passed all-channel  set  legislation, 
the  EIA  is  cooperating  with  the  FCC 
and  offering  industry  suggestions  on 
the  discharging  of  the  new  law. 

Engineering  management  reps  of 
receiver  and  tuner  manufacturers 
have  agreed  on  recommendations 
which  will  be  submitted  to  the  FCC 
on  22  August. 

Note:  a  survey  conducted  by  EIA 
revealed  July  1964  to  be  the  set 
makers  preference  as  a  date  on 
which  manufacture  of  both  uhf  and 
vhf  receivers  should  be  terminated. 

PEOPLE  ON  THE  MOVE:  Dr.  Elmer 
W.  Engstrom,  RCA  president,  who 
was  awarded  the  1962  EIA  Medal  of 
Honor,  has  been  appointed  chairman 
of  the  EIA  Annual  Award  Committee 
for  fiscal   year   1962-63. 

Station  Transactions 

KSUM,  Fairmont,  Minn,  has  been 
sold  for  $250,000,  subject  to  FCC  ap- 
proval. 

Charles  V.  Woodward,  formerly  an 
executive  in  the  radio  division  of 
Westinghouse,  bought  the  station 
from  J.  E.  "Jack"  Hyde,  Jr. 

Hamilton-Landis  brokered  the  deal. 

Cleveland  Broadcasting  has  pur- 
chased KFAC  (AM  &  FM),  Los  An- 
geles from  Los  Angeles  Broadcast- 
ing. 

KFAC  is  the  third  am  station 
under  the  ownership  of  Cleveland 
Broadcasting;  the  other  two  are 
WERE,  Cleveland  and  WLEC,  San- 
dusky. 

Broker:  Howard  Stark.  ^ 


66 


SPOISSOR 


20   AUGUST    1%2 


Advertising  helped  it  happen 

By  stimulating  mass  demand,  advertising  helped  create  a 
mass  market  for  washing  machines.  As  demand  grew, 
more  and  more  companies  got  into  the  act.  Result:  new 
and  better  washers  mass  produced  for  more  people  by 
America's  remarkable  and  competitive  economic  system. 
Is  this  worthwhile?  Then,  so  is  advertising  worthwhile. 

Prepared  by  the  Advertising  Federation  of  America  and  the  Advertising  Association  of  the  West  /  Published  through  the  courtesy  of  this  publication. 
•      20  AUGUST   1902 


mi iiiiiiiiiiiiiliiiiiilillliilliiniliiil iiiiiiiilliiiillllllllllllllllllllllllllllllllllllllllUlliiliiiinii 

WHAT  ARE 
YOUR 

PHOTO 

REQUIREMENTS? 

iiiiiiiHiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiN^ 


"HADIBUTKNOWN" 


w. 


hen  we  show  a  prospective  client 
just  a  few  samples  of  our  publicity 
photography,  he  more-than-likely  ex- 
claims, "Hadibutknown!"  This  puzzles 
us  for  a  moment  but  then  he  con- 
tinues, nodding  with  approval.  "Such 
fine  photos,"  he  says,  "such  fair  rates 
('did  you  say  only  $22.50  for  3  pic- 
tures, $6  each  after  that?') — and  such 
wonderful  service  ('one-hour  delivery, 
you  say?') — why,  had  I  but  known 
about  you  I  would  have  called  you 
long  ago."  Well,  next  thing  he  does  is 
set  our  name  down  (like  Abou  Ben 
Adhem's)  to  lead  all  the  rest  of  the 
photographers  on  his  list.  Soon,  of 
course,  he  calls  us  for  an  assignment 
and  from  there  on  in  he  gets  top 
grade  photos  and  we  have  another 
satisfied  account.  (Here  are  a  few  of 
them:  Association  of  National  Adver- 
tisers —  Advertising  Federation  of 
America  —  Bristol-Myers  Co.  —  S. 
Hurok  —  Lord  &  Taylor  —  New  York 
Philharmonic  —  Seeing  Eye  —  Visit- 
ing Nurse  Service  of  New  York.)  Why 
don't  you  call  now  and  have  our  rep- 
resentative show  you  a  few  samples 
of  our  work? 


ciiiiiiiiiiiiiffiniiiiiiiiiiiiiiiiiiiiiiiiiiiim^ 


BAKALAR-GOSMO 
PHOTOGRAPHERS 

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


llllllllllllltlllllllllllllllllllllllllllllllllllllHIIIIIIIIIIIUIIIIIIIIIIIIIIIIIIIIIIIIIIIIlllI 


J.  W.  Knodel  has  been  elected  president 
of  Avery-Knodel,  tv  and  radio  rep,  succeed- 
ing Lewis  H.  Avery.  Knodel  has  been  in 
the  advertising  field  for  32  years,  and  in 
broadcast  for  22  of  those  years.  He  joined 
Lew  Avery  in  October  1946  as  executive 
vice  president  of  the  rep  firm.  Before  that 
he  was  director  of  national  sales,  radio 
division,  Feld  Enterprises,  vice  president 
and  manager  of  the  Chicago  office  of  Free  and  Peters,  and  on  the 
national  advertising  sales  force  of  Hearst  Newspapers. 

C.  Ceorge  Henderson  has  been  promoted 
to  vice  president  and  general  manager  of 
WSOC-TV,  Charlotte.  A  charter  employee 
of  the  station  since  1957,  Henderson  was 
most  recently  general  sales  manager.  He  is 
a  veteran  of  13  years  in  the  broadcasting 
industry.  A  native  Missourian,  he  was  for- 
merly general  sales  manager  of  Croslev 
Broadcasting.  Henderson  serves  on  the 
board  of  TvB,  is  a  member  of  the  Advertising  Club  of  Charlotte, 
and  is  past  president  of  both  Charlotte  and  Columbus  ad  clubs. 

James  J.  McCaffrey  will  join  C.  J.  La- 
Roche  on  1  October  as  president  and  chief 
executive  officer  and  a  member  of  the 
board.  He'll  also  acquire  a  substantial  own 
ership  of  the  agency.  McCaffrey  is  present- 
ly senior  vice  president  and  board  member 
at  Ogilvy,  Benson  &  Mather  and  a  manage- 
ment account  supervisor.  He  began  his  ca- 
reer in  1944  at  Y&R.  where  he  became  asso- 
In  '52  he  went  to  OBM  and  was  named  a  vice 
president  in  1953  and  a  senior  vice  president  and  director  in   1955. 

Robert  Temple  has  taken  over  as  general 
sales  manager  of  KTVI,  St.  Louis.  He 
comes  to  the  station  from  Spokane  where  he 
has  been  station  manager  of  KREM  (AM- 
FM  &  TV).  At  the  conclusion  of  his  mili- 
tary service  Temple  became  an  account  ex- 
ecutive for  KREM  and  subsequently  served 
as  sales  manager  of  the  Spokane  outlet.  In 
1(>5  1  he  moved  into  television  as  sales  man- 
ager for  KREM-TV  and  in  1958  became  tv  station  manager.  In  1960 
he  was  appointed  station  manager  for  the  entire  KREM  group. 


ciate  media  director. 


68 


Sl'ONSOH 


20  august  1962 


frank  talk  to  1'iners  of 
air  media  facilities 


The  seller's  viewpoint 


"It  is  a  mistake  for  stations  to  sin  away  from  discussions  and  polemics  in 
programing,"  says  M.  E.  Richmond,  president  of  It  \lf'\.  Boston.  "It  is 
good  business,  good  public  sen  ice.  and  sells  advertisers'  products."  Rich- 
mond, who  also  onus  and  operates  other  broadcast  properties,  has  developed 
strong  ideas  on  programing.  He  believes  that  talk  programs  need  not  be 
dull,  but  on  the  contrary  can  be  I i rely  and  stimulating.  He  also  feels  that 
the  nighttime  hours  can  he  among  tin-  best  in  rest  merits  for  advertisers  ami 
most  profitable  for  broadcasters. 


a 


V 


Public  service  programs  can  be  excellent  sales  vehicles 


I  here  is  one  important  lesson  I  believe  broadcasters 
ran  learn  from  newspapers,  and  that  is  that  commentary 
and  discussion  sells!  In  the  case  of  newspapers,  it  sells 
copies,  and  in  the  case  of  a  broadcast  station  it  sells  adver- 
tisers, as  well  as  increased  listenership. 

There's  been  a  lot  of  wailing  going  on  in  the  business 
about  the  so-called  "dead"  hours  of  nighttime  radio.  This 
too  can  be  readily  remedied. 

\\MK\  solved  both  these  problems  by  instituting  a 
three-hour  live-talk  show,  which  sparked  a  considerable 
■mount  of  listener  interest  in  nighttime  radio,  besides  giv- 
ing a  number  of  the  stations"  advertisers  a  boost  in  their 
cash  register. 

The  case  in  point  is  our  Jerry  Williams  Show,  which  has 
BOW  been  on  the  air  five  years,  since  September  1957.  It 
is  programed  Monday  through  Saturday  from  10  p.m.  to 
1  a.m.,  and  presents  three  solid  hours  of  talk  centering 
around  any  and  all  topical  matters,  some  whimsical  but 
most  serious,  with  a  heavy  helping  of  politics. 

Rut  its  one  biggest  product  is  discussion  and  polemics. 
The  show  feeds  on  it. 

There  are  many  broadcasters  who  think  that  three  hours 
of  straight  talk  would  be  dull.  Nothing  is  further  from 
the  truth  when  you  get  stimulating  guests  discussing  lively 
issues  and  everything  is  kept  whipped  into  a  ferment  by 
a  knowledgeable  moderator-emcee.  Dull?  Things  get  so 
exciting  on  the  show  that  Jerry  Williams  has  become  the 
most  widely  quoted  personality  in  the  area,  at  times  re- 
ceiving front-page  newspaper  coverage  and  at  times  being 
mentioned  bv  other  radio  stations. 

But  in  order  to  bring  such  a  program  to  the  air.  the 
station  manager  must  first  conquer  a  host  of  misconcep- 
tions. As  we  mentioned,  he  must  first  rid  himself  of  his 
idea  that  talk,  per  se,  is  dull  and  that  late  night  is  sterile. 

But  that's  only  the  beginning.  He  must  divest  himself 
of  his  fear  of  discussion  of  burning  questions,  which  is 


largely,  though  not  entirely,  unjustified.  But  certainly, 
here,  the  end  justified  the  means. 

\\  hen  the  program  first  went  on  the  air,  it  was  received 
cautiously  by  advertisers.  It  started  with  three  or  four 
shows.  Now  it  boasts  an  average  of  18  sponsors  per  week. 
Advertisers  in  Boston  have  gradually  overcome  their  fear 
of  being  associated  with  a  discussion  program.  Such  ad- 
vertisers as  Filene's  have  complimented  the  station  on 
successful  campaigns. 

One  of  the  keys  to  the  success  of  such  a  program  is 
that  the  general  public — the  radio  audience — must  be  al- 
lowed to  participate.  In  this  wa\  the)  develop  a  close 
rapport  and  identification  with  the  program  and  the  sta- 
tion, and  feel  that  they  are  direct  participants — which  they 
are. 

In  the  case  of  the  Jerry  W  illiams  Show,  the  public  is 
invited  to  phone  the  station  with  comments,  viewpoints, 
and  rebuttals.  What  is  more,  their  voices  are  aired  so 
that  they  are  heard  by  the  audience.  The  station  protects 
itself  from  the  dangers  of  airing  profanity  l>\  a  special 
circuit  that  delays  the  \oice  transmission  for  six  second-, 
allowing  a  monitoring  system  to  operate. 

The  hours  of  10  p.m.  to  1  a.m.  were  selected  because  of 
the  lack  of  distractions.  The  audience  can  listen  uninter- 
ruptedly. I  believe  that  audience  concentration  is  vital  to 
the  success  of  a  show  of  this  type. 

The  program  has  developed  into  a  great  sales  vehicle. 
The  growing  popularity  is  evidenced  bv  the  constant  re- 
newals and  a  steadilj  climbing  share  of  audiem  i 

Which  all  goes  to  prove  that  mature,  public  service  fare 
can  sell  most  successfully  if  lively  enough  and  showman- 
like. To  quote  FCC  Chairman  Newton  Minow  :  Tt  is  up 
to  you,  the  broadcaster,  to  fulfdl  the  country's  need  for 
many  voices,  many  sources  of  information,  and  many 
viewpoints."  ^ 


SPONSOR 


20  august  1962 


69 


SPONSOR 


Truth,  accuracy  and  backbone 

From  time  to  time  any  publication  worth  its  salt  gets  criti- 
cized for  inaccuracy  and  untruthfulness. 

sponsor  is  no  exception.  We  get  brickbats  of  course.  Some- 
times we  deserve  them.  But  we'd  like  our  friends  to  know 
just  what  our  editorial  policy  is  on  these  matters: 

1.  sponsor  strives  at  all  times  to  be  scrupulously  accurate 
and  truthful  in  every  word  it  prints. 

2.  sponsor  does  not  knowingly  print  as  fact  anything 
which  is  clearly  hearsay,  rumor,  or  opinion. 

3.  Whenever  sponsor  does  print  rumor,  hearsay  or  opin- 
ions it  clearly  labels  them  as  such. 

4.  sponsor  makes  every  effort  to  check  out  facts  with  orig- 
inal sources.   When  unable  to  do  this  it  says  so. 

5.  sponsor  exercises  extreme  care  in  printing  any  hear- 
say, rumors,  or  predictions  because  of  the  possible  harm  such 
l»ul)lication  can  bring.  It  exercises  extra-special  care  in  the 
case  of  individuals  on  matters  of  possible  hirings,  firings,  new 
assignments,  or  corporate  shakeups. 

6.  sponsor  believes  that  truth,  accuracy,  and  good  judg- 
ment are  the  most  priceless  possessions  of  any  publication, 
and  that  inaccuracy,  untruthfulness,  and  unfairness  can  never 
be  justified  on  the  grounds  that  an  item  might  scoop  the  com- 
petition or  titillate  readers. 

Now,  a  word  on  another  subject.  We'll  call  this  one  pub- 
lication  backbone. 

sponsor  is  a  crusading  magazine.  We  believe  that  a  worth- 
while industry  book  must  lead  rather  than  follow.  This  calls 
lor  lots  ol  backbone. 

II  von  read  something  in  SPONSOR  that  doesn't  suit  your 
thinking,  remember- — we're  not  trying  to  please  everybody. 
Remember,  too,  we're  writing  from  honest  convictions. 

We  won't  kow-tow  to  advertiser  pressure  unless  we  decide 
we're  wrong.  We've  lost  some  valued  accounts  because  of 
this  firm  policy. 

Whether  it's  truth,  accuracy  or  backbone,  we  want  you 
to  know  that  each  one  is  a  foundation  block  on  which  we 
build.  * 


lO-SECOND  SPOTS 

Snob:  A  timebuyer  from  Miami, 
Fla.,  while  visiting  New  York  City 
last  week,  was  taken  on  a  tour  of  the 
much  -  publicized  and  soon  -to-be  - 
opened  Americana  Hotel  at  52nd  St. 
and  7th  Ave.  Asked  bv  his  influen- 
tial guide  what  he  thought  of  the  new 
hostelry,  the  sun-and-sand  expatriate 
said:  "Well,  I  do  think  it's  very  nice 
— but  it's  not  near  any  of  the 
beaches." 

Add-man:  On  his  WCBS  radio 
show,  Jack  Sterling  told  about  the 
first-grade  teacher  who  asked:  "John- 
ny, how  much  is  four  and  four?" 

"Eight,"  answered  the  bo\ . 

"That's  good,"  commented  the 
teacher.     "Very  good.  ' 

"Good?"  exclaimed  Johnny. 
"Good   nothing — that's   perfect!" 

Work!    Work!    Work!:    An    NBC 

accountant  told  us  that  his  office  has 
voted  to  take  vacations  this  summer 
by  leaving  the  office  at  5  p.m.  i  Note: 
he  smiled  when  he  said  it.  Boh !  I 

Fame:  Veteran  MBS  newscaster 
Westbrook  Van  Voorhis  (formerh 
called  "The  Voice  of  Mutual,"  he  is 
forever  identified  with  the  phrase 
"Time  Marches  On!")  stopped  at  a 
small  general  store  a  few7  years  ago 
while  enroute  to  his  summer  home 
in  New  Milford,  Conn.  He  needed 
some  mulch  for  his  garden  and  the 
store-owner  sent  a  handyman  out  to 
get  it.  While  passing  the  time  in  talk, 
the  owner  looked  at  Van  Voorhis 
closeh  and  asked  him  what  line  of 
business  he  was  in. 

"Radio,"  said  The  Voice,  antici 
paling  recognition. 

"Minimum!"  mused  the  unsophis- 
ticated man.    "Sell  "em  or  fix  'em? 

Holy  smoke:  Graeme  Fraser.  Craw- 
le\  Films  Ltd.  i  Canada i  vice  presi- 
dent, tells  of  the  two  friars  who  were 
given  special  permission  to  run  a 
fish-and-chips  business  near  their 
monastery.  The  first  customer  asked 
the  friar  behind  the  counter.  "Are 
\  ou  the  fi^h  Frier?" 
"No!'"    was   the    reply.    "I'm    the 

chip  monk." 


70 


s|>(l\SOK 


20  august  1962 


THINK 


Why  does  the  largest  loeal  television  advertiser  spend  over  90%  of  his  ad- 
vertising budget  on   kl\\T-T\ '?     \nd   why   has  he  for  several   years? 

Try  to  think  like  the  owner  does. 

If  it  was  all  your  own  money  and  all  your  own  sweat  and  tears  that  had  built 
up  an  outstanding  business,  and  that  business  was  all  yon  had  between  your  family 
and  the  poor  house,  you'd  soon  find  out  the  best  television  station  to  use.  If  it  was 
a  question  of  sink  or  swim,  you'd  swim  or  you  wouldn't  have  been  smart  enough  to 
start  the  business  in  the  first  place.  You  would  want  advertising  effectiveness — waul 
it  real  bad  .  .  .  have  to  have  it.  You  could  take  or  leave  alone  all  that  jazz  about 
ratings,  total  homes,  cost  per  thousand  and  on  ad  infinitum.  You'd  seek  to  buy  sales 
at  your  dealers'  cash  registers  for  your  advertising  dollar.  Every  moment  would  be 
the  moment  of  truth   for  your  advertising  bcause  you  had  to  eat  on  the  results. 

\\  ell.  thats'  the  wa\  this  local  advertiser  thinks  and  acts  and  so  do  many  more 
like  him  here  in  Iowa's  capital  city. 

Think  of  this  .  .  .  nearly  80',  of  the  total  loeal  television  dollar  i-  -pent  on 
this  one-rate  station  and  has  been  since  the  station's  inception.  In  a  three-station 
market,  too.  by  government  figures!  Such  popularity  must  be  deserved! 

Think — Tis  the  till  that  tells  the  tale. 

If  you  seek  to  sell  your  good  goods  in  this  good  market,  this  is  a  good  station 
for  you  to  advertise  them  on.  People  believe  what  we  say.  We  sell  results. 


KRNT-TV 


Des   Moines  Television 

An  Operation  of  Cowles  Magazines  and  Broadcasting 


r  m  t  *  nH 


*  • 


I     ^ 


MORE  Adult   Men    1 8  to  49 

fUril'D  f  \      MORE  Adu,t  Women  1  8  to  49 

1T1  UIlU  #  MORE   Teenagers  and  Children 

LISTENERS  THAN  ANY*  OTHER  STATION  IN  CINCINNATI 

*CALL 

robert  e.  eastman  &  co.,  inc. 


He'll  prove  Li  to  you 
with  the  latest  Pulse 
and  Hooper  Figures! 


raosn 


ijjjjiiiijj]^iiiii)[i 


in  Cincinnati 


I 


I 


RECEfVEO 

AUG  2  7  1962 


A  SHOCKING  LACK 
OF  RADIO  FACTS— 
Special  report  on  the 
need  for  more  dollar 
data  p   25 


SPONSOR , 

1^^^   ■  ^^T     ■      ^  ^^T     ^^T     ■    »  SAN     FRANCISCO 

THE  WEEKLY   MAGAZINE  RADIO  TV   ADVERTISERS   USE  *   c/o!f   look   "*   ^ 

West  Coast  ad   world, 


27  AUGUST  1962— 40c  a  copy/$8  a  year 


which  builds  $140  mil- 
lion yearly  P   36 


I 


EEKEND 

ITH  JERRY  LESTER 


I' 


WEEKEND   ahead   with   55%   program    preference   over 
faovies  among  regular  late  night  TV  viewers"  .  .  . 
PULSE,  August  1962.  Big  name  performing  variety  guests 
and  informal  comedy  adds  excitement  and 
nterest  for  that  "live  TV  feeling"  .  .  .  extends 
he  TONIGHT  habit  through  Saturday  and  Sunday. 

WEEKEND  will  dominate  its  time  period,"  says  Robert  Leder, 
|/.P.  of  WOR-TV  in  New  York  City. 
'We  re-scheduled  our  programing  to 
carry  WEEKEND  11  PM  to  Midnight,  Saturdays  and  Sundays." 

Join  the  growing  list  of  TV  stations  and 

advertisers  who  are  tired  of  tangling  with  second  run  movies  . . 

get  all  the  WEEKEND  facts. 

A.RR1WHEAD  PRODUCTIONS,  INC. 

HI  MADISON  AVENUE.  N.Y.  17.  N.Y. 


\' 


rum)mami 


STS,  We  Love  You! 


We're  proudly  celebrating  the  first  anniversary  of 
what  has  proved  to  be  the  very  happy  marriage  of 
Storer   Television   Sales  and   WJBK-TV    Detroit. 

In  our  book,  STS  rates  as  America's  No.  1  rep,  a 
most  appropriate  partner  for  the  station  that  rates 
No.  1  in  all  the  books  for  share  of  audience,  adult 
and  women  viewers. 

STS  has  the  facts  to  prove  it.  Give  them  a  call  and 
find  out  why  Detroit's  Channel  2  is  your  No.  1  buy 
for  action-packed  results  in  the  rich  Southeastern 
Michigan  market. 


WJBK-TV 
DETROIT 


MILWAl  KEE 
WITI-TV 

CLEVELAND 
WJW-TV 

VI  LANTA 
WAGA-TV 

DETROIT 
WJBK-TV 

TOLEDO 
WSPD-TV 

NEW   YORK 

WHN 

/  MPORTANT  STATIONS 
IN  IMPORTANT  MARKETS 

MIAMI 
WGBS 

CLEVELAND 
\\  |\\ 

LOS  ANGELES 
RGBS 

hi   I  R.OIT 
\V|BK 

IOI.I  IX) 
\\  SPD 

PHILADELPHIA 

\\  1 1« ; 

STORER 

HR<t  IIX:  1STING  COM  P.I  ST 

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


WPEN  wins  more  top  awards  for 
news  in  Associated  Press  Competition 
than  any  other  radio  station 
in  Pennsylvania  .  .  . 


Results  of  Associated  Press  Awards  to  Radio  Stations  in  Pennsylvania  .  .  . 


OUTSTANDING  OUTSTANDING  OUTSTANDING  OUTSTANDING 

WOMEN'S  NEWS  COMMENTARY  EDITORIALIZING  REPORTING  NEWS  OPERATION 


FIRST  WPEN       FIRST  WPBS       FIRST  WCAU       FIRST  WPEN       FIRST  WCAU 

SECOND         WPEN      SECOND         WPEN  SECOND         WPEN 


You  can't  win  'em  all,  but  we  believe  the  above  record  supports  our 
claim  that  your  commercial  gets  a  pretty  good  break  on  WPEN. 


THE  STATION  OF  PERSONALITIES 


REPRESENTED    NATIONALLY     BY    GILL-PERNA.     INC..     NEW     YORK 


sponsor     •     27  AUGUST  1962 


#  HOW  TO  BARREL 
YOUR  SALES  CAMPAIGN 
THROUGH  73,496  SQ.  Ml. 
OF  THE  U.S.A. 


The  KELO-LAND  market  is  that 
big!  And  yet  so  easj  to  cover 
completely  Imt  onl)  if  \<>ur  com- 
mercial is  on  KELO-LAND  TV. 
This  major  midwest  market  can- 
not he  reached  from  Minneapolis 
channels.  Nor  can  it  be  reached 
from  Omaha.  Just  one  television 
medium  — the  KELO-LAND  TV 
network — puts  it  solidly  in  your 
"'sold'  column!  That's  because 
your  commercial  on  KKLO-H 
SIOUX  FALLS  automatically 
Hows  through  interconnected 
KDLO-h    and   KPLO-tv  to  blanket 

even  one  of  KELO-LAND'S  73,- 
196  square  miles,  every  one  of  its 
103  counties.  There  just  isn't  any 
other  time  bin   to  match  it! 

CBS  •  ABC 

kelQland 

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

JOE   FLOYD,  Pres.  •  Evans  Nord,   Executive  Vice 
Pres.  6  Cen.  Mgr.   •   Larry  Bentson,  Vice-Prcs. 

Represented  nationally   byH-R 
In  Minneapolis  by  Wayne  Evans 


wnan 

,  t  Midcontinent 

\j  Broadcasting  Group 

t  KELO-LAND/tv&  radio  Sioux 

-^     '  Falls,  S.D.i  W1.0L/am,  fm 

""'^A  Minneapnlis-St.  Paul( 

__-/  WKOVV/am  &  tv  Madison, 

■ ~  Wl.|  KSO  Des  Moines 


i     I  ol.   16,    Vo.  35     •     27  AUGUST   1962 

SPONSOR 

<3 

THE  WEEKLY  MAGAZINE  TV/RADIO  ADVERTISERS  USE 


ARTICLES 

Where  are  radio's  figures? 

25     ' '"'    shocking    lack    of   radio    facts    i-    hurting    radio's    chance    to    com 
pete    with    other    media    for    more    ad    dollars,    special    report    reveals 

Radio/tv  test  markets  '62-'63 

30  Vmong  big  changes  in  test-marketing  is  growth  <>f  larger  market  and 
geographical   ana.    Station  reps   engaged   in   campaigns   to   boost  media 

Spot  tv  adds  variety  to  Heinz  buy 

34  Firm  employs  firsl  bis  use  f40%  of  $2.5  million  budget)  of  spot  tele- 
vision  campaign  to  introduce  new  cooking  i ess  for  it-  bain  food- 
San  Francisco's  ad  world 

36  '25  l'>a\  \iva  agencies  rack  up  $140  million  annual  billings  in  climate 
of    creativity,    western-style;    media    buying    pitched    for    outdoor    living 

Comics  up,  mysteries  down 

39  Medical  dramas,  situation  comedies  lead  tin-  li-t  of  shows  in  good 
favor    with    sponsors,    public.      \    three-yeai    comparison    of    new    -bow- 

What  tv  will  be  like  in  1970 

41  Noted  \I'><:  commentator  Howard  K.  Smith  examine-  l\'-  problems  and 
predicts  its  role  in  the  future.     Second  in  a  series  on  television  forecasts 

10  p.r.  hints  for  stations 

44  NBC's  director  ol  public  information  Sydnej  Eiges  gives  stations  some 
sound    advice    on    good    public    relations    in    new    edition    of    handbook 

NEWS:  Sponsor-Week  7,  Sponsor-Scope  19.  Washington  Week  55,  Spot- 
Scope  56,  Sponsoi  lbais  58.  Sponsor- Week  Wrap-Up  60,  Tv  and  Radio 
Newsmakers  68 

DEPARTMENTS:  555/5th  12.  Commercial  Commentary  14. 
Timebuyer's  Corner  46.  Seller's  Viewpoint  69.  Sponsor  Speak-  70.  Ten- 
Second   Spot-  70 


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

Editorial:  editor.  John  E.  McMillin:  news  editor,  Ben  Bodec:  senior  editor, 
Jo  Ranson;  Chicago  manager,  Gwen  Smart;  assistant  news  editor.  Hevward 
Ehrlich;  associate  editors,  Mary  Lou  Ponsell,  Mrs.  Ruth  S.  Frank,  Jane  Pollak, 
Wm.  J.  McCuttie;  columnist,  Joe  Csida;  art  editor,  Maury  Kurtz:  production 
editor.  Barbara  Love;  editorial  research,  Cathy  Spencer;  special  projects  editor, 
David  Wisely. 

Advertising:  general  sales  manager,  Willard  L.  Dougherty;  southern  sales 
manager,  Herbert  M.  Martin,  Jr.;  western  manager,  John  E.  Pearson;  north- 
east sales  manager,  Edward  J.  Connor;  production  manager,  Leonice  K.  Mertz; 
sales  service  secretary,  Karen  Mulhall. 

Circulation:  circulation  manager,  Jack  Rayman;  John  J.  Kelh.  \frs. 
Lydia  Martinez,  Sandra  Abramowitz,  Mrs.  Lillian  Berkol. 

Administrative:  business  manager,  C.  H.  Barrie;  Mrs.  Syd  Guttman, 
George  Becker,  Michael  Crocco,  Patricia  I.  Hergula,  Irma  Feldstein;  reader 
-cm ice.    Mrs.  Lcnore  Roland:   Dorothy  VanLeuven,  assistant   to  the  publisher, 

Charles    \a^h. 


P>  1962  SPONSOR   Publications   Inc 

SPONSOR  PUBLICATIONS  INC.  combined  with  TV  ®,  U.  S.  Radio  ®,  USFM  iTj\  Executive. 
Editorial.  Circulation,  and  Advertising  Offices:  555  Fifth  Ave.,  New  York  17.  MUrray  Hill 
7-8080.  Chicago  Offices:  612  N.  Michigan  Ave.  HI  I  664-1166.  Birmingham  Office:  3617 
8th  Ave.  So..  FAirfax  2-6528  California  Office:  Room  1106.  601  California  Ave..  San 
Francisco  8  Yu  1-8913  Printing  Office:  3110  Elm  Ave..  Baltimore  11.  Md.  Subscrip- 
tions: U.  S.  S8  a  year.  Canada  $9  a  year.  Other  countries  SI  1  a  year.  Single  copies  40c. 
Printed    U  S.A.     Published   weekly.     Second   class   postage   paid    at   Baltimore.    Md. 


SPONSOR 


27   ucist  1962 


in  6  of  America's  Top  10  Markets 


ica : 


Sell  big  on  the  chain  that's  big  in  six  of  America's  top  ten  markets, 
plus  one  of  the  South's  richest  areas.  How  big?  RKO  General  sells 
your  product  in  areas  populated  by  over  70  million  consumers. 
And  RKO  General  delivers  the  cream  . . .  puts  you  in  tight 
touch  with  people  who  are  interested  in  your  mes 
sage  and  have  the  buying  power  to  act.  That's 
because  RKO  General  captures  their  interest 
and  wins  their  respect  with  mature  pro- 
gramming that  sets  your  message  in  a 
framework  of  imagination  and  excitement. 
Discover  the  big  new  dimensions  in  sales  on 
America's  biggest,  most  powerful  independent  radio 


and  TV  chain.  Call  your  nearest  RKO  General  Station  or  your 
RKO  General  National  Sales  Division  man. 


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


A   GENERAL  TIRE   ENTERPRISE 


NEW    YORK     WORAM    EM    TV 
DETROIT    CKLW-AM   FM   TV  BOSTON 

SAN  FRANCISCO 


KHJ-AM    FM    TV 


KFRC-AM    FM 


LOS  ANGELES 

VHNEACVAANMKEFEM  NETWORK  MEMPHIS     WHBQ-A, 

WASHINGTON,  D.C.  wgms-am  fm 


SPONSOR 


27  august  1902 


WGAL 

Channel  8*  Lancaster,  Pa.*  NBC  and  CBS 

Representative:  The  MEEKER  Company,  Inc.         New  York  •  Chicago  •  Los  Angeles  •  San  Francisco 


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 
Channel  8  station  is  ahead  in 
the  large  number  of  communities 
and  cities  it  serves.  For  adver- 
tisers, this  assures  outstanding 
response   and   sales   results. 


TV 


STEINMAN  STATION 
Clair  McCollough,  Pres. 


SPONSOR      •      27   AUCUST   1962 


27  August  1962 


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


SPONSOR-WEEK 


TV  SPOT'S  19%  LEAP 

First  six  months  data  indicate  tv  spot  19%  rise  to 
$371.5  million;  network  up  11%  to  $387.8  million 


Television  advertising  and  viewing 
are  both  setting  new  records  of  per- 
formance. Advertising  is  increasing 
at  its  most  rapid  rate  in  many  years 
and  is  setting  the  pace  for  all  me- 
dia in  1962,  while  tv  viewing  in  June 
and  July  has  set  new  records,  TvB 
reported   last  week. 

In  the  first  six  months  of  1962, 
national  tv  gross  time  expenditures 
increased   15.2%   to  $759.3  million. 

Network  billings  were  up  11.6%  to 
$387.8  million  and  national  spot  was 
up  at  even  a  greater  rate,  19.1%  to 
$371.5  million. 

Not  since  1956  have  network  bill- 
ings shown  such  a  rise.  There  is 
no  presidence  for  the  spot  tv  rise 
since  the  TvB  Rorabaugh  compila- 
tions began. 

(By  comparison,  magazines  were 
up  6%  and  newspapers  were  up  1.4% 
in  the  first  half  of  1962.) 

June  and  July  highs  in  average 
daily  home  viewing  were  reported 
by  A.  C.  Nielsen.  The  figures,  each 
a  few  minutes  above  1961,  were  four 
hours  and  32  minutes  in  June  and 
four  hours  and  15  minutes  in  July. 

Hence,  tv  in  the  first  six  months 
of  1962  was  looking  very  good,  com- 
pared to  itself  or  to  other  media. 

However,  if  spot  continued  its 
heavy  growth,  it  could  equal  net- 
work tv  in  the  next  year  or  two. 
Last  year  the  six-months  totals 
showed  a  network  advantage  of  $35 
million,  cut  in  1962  to  $16  million. 


B-M,  HUDSON 
SHARED  FIGHT  CAST 

Bristol-Myers    I  DCS&S)    and 
Hudson    \  itamin    I  Pace  I     will 
co-sponsor     the     championship 
Liston-Patterson   fighl   on    U3( 
Radio  25  September. 

Price  for  each  half-sponsor- 
ship i>  understood  to  be  *22(>.- 
300.  Audience  is  projected  at 
()()  million.  Network  is  guar- 
anteeing -i\  commercials  per 
half-hour  of  the  main  event, 

Bout  is  full)  sponsored  in 
( lanada  l>\   T-l  p. 


Walter  Reade-Sterling 
merger  takes  place 

The  merger  of  Walter  Reade  and 
Sterling  Television  became  effective 
last  week  with  the  approval  of  stock 
holders. 

More  than  94%  of  the  outstanding 
shares  of  Sterling  were  exchanged 
for  the  stock  of  Walter  Reade-Ster- 
ling. As  a  result,  the  Reade  com- 
pany, private  for  50  years,  went 
public. 

Reade  and  its  affiliates  are  active 
in  motion  picture  areas. 

In  recent  years  Sterling's  image  in 
the  tv  film  field  has  changed  dras- 
tically, trade  observers  note.  Once 
it  had  been  a  clearing  house  for 
business  films,  but  recently  it  had 
created  several  notable  program  se- 
ries of  the  documentary  type. 


NBC  TV  books  $2  million 
for  nighttime,  sports 

NBC  TV  added  about  $2  million  in 
sales  last  week,  most  of  it  coming 
in  orders  by  L&M  (JWT)  in  two  more 
nighttime  shows,  bring  that  adver- 
tiser's total  to  eight  shows  on  the 
network. 

Bristol-Myers  (DCS&S)  bought  an 
eighth  of  the  Liberty  Bowl  game, 
General  Mills  (K-R)  bought  four  of 
seven  pre-World  Series  Game  shows, 
and  National  Brewing  (Doner)  and 
Falstaff  (D-F-S)  bought  25  and  54 
stations,  respectively,  in  the  quar- 
ter of  the  Pro  Championship  Game 
being  sold  regionally — for  which  100 
markets  are  still  open. 


ARB's  new  computer  data  on 
spot  activity,  sales  areas 

ARB  will  increase  its  custom 
services  in  1962-63,  using  computers 
to  perform  tasks  hitherto  too  diffi- 
cult to  do  manually,  agency  sales 
director  Jack  Gross  reported  last 
week. 

A  spot  activity  report  will  be  avail- 
able for  agencies  and  advertisers, 
summarizing  all  spot  activity  for  spe- 
cific brands.  This  can  be  ranked  by 
market,  station,  or  efficiency,  since 
all  the  data  are  available  in  the 
report. 

Another  service  produced  with 
computers  is  the  sales  territory 
analysis.  This  will  show  total  homes 
reached  by  particular  network  pro- 
grams, by  local  shows,  by  spot,  and 
by  combinations.  These  reports  are 
expected  to  be  especially  useful  in 
planning  future  advertising  budgets 
and  in  competitive  comparing. 


SPONSOR 


2.     u  <;i  ST    1()(>2 


SP0NS0R-WEEK/27  August  1962 


A-C's  COMMAND 
GOES  PROTEIN 

Chicago: 

Alberto-Culver  is  entering  the  $75 
million  men's  aerosol  shaving  prod- 
uct market. 

It  will  be  the  first  protein-based 
instant  shaving  lather  and  unlike 
alkaline  products,  is  said  not  to  irri- 
tate the  eyes. 

Product  will  be  under  the  Com- 
mand label  and  will  be  available  in 
10  oz.  cans  in  regular  and  menthol 
formulas  for  $1.   Color  is  light  blue. 


Buchanan  elevated  to 
WJW-TV  gen'l  manager 

Robert  S.  Buchanan  has  been 
named  general  manager  of  WJW-TV, 
Cleveland,  it  was  announced  last 
week  by  Stor- 
er  Broadcast- 
ing tv  division 
v.p.  Bill  Mich- 
aels. 

Buchanan 
succeeds  Jos- 
eph Drilling, 
who  resigned 
Robert  S.  Buchanan  recently  to  ac- 
cept the  presidency  of  Crowell- 
Collier  Broadcasting  Corporation. 
Buchanan  had  been  general  sales 
manager  of  the  station  and  it  is  ex- 
pected his  successor  will  be  named 
shortly. 

The  new  WJW-TV  general  manager 
has  spent  his  entire  career  in  the 
Storer  organization,  starting  while 
a  student  at  the  University  of  De- 
troit. 

He  began  at  WJBK-TV,  Detroit,  as 
a  film  editor  and  rose  through  the 
ranks  to  become  film  director,  local 
(Continued  on  page  60,  col.  1) 


Goldman  to  assist  Shaker 

Robert  T.  Goldman  has  been 
elected  assistant  to  Theodore  F. 
Shaker,  president  of  the  ABC  owned 
tv  stations  division,  the  latter  an- 
nounced  last  week. 

Goldman  had  been  treasurer  of 
ABC  TV  spot  sales. 


Tv  5's  just 
caucus  smoke 

The  politician's  dream  of 
buying  local  five  minute  seg- 
ments in  prime  time  on  net- 
work tv  stations  in  a  non-pres- 
idential year  is  not  coming  true 
tins  year — despite  trade  reports 
that  NBC  had  agreed  to  such 
a  deal. 

As  matters  stand  now.  ABC 
TV  has  stated  it  will  consider 
orders  for  national  political  ad- 
vertising, but  simply  can't  get 
into  the  complications  for  offer- 
ing local  or  regional  parts  of 
network  shows. 

CBS  TV  and  NBC  TV  have 
definitely  turned  down  the  idea 
of  national  political  business — 
not  likely  to  be  much  in  a  non- 
presidential  year — and  refer  po- 
litical buyers  to  the  stations. 

Obviousl)  stations  cant  take 
a  five  minute  bite  out  of  a  9 
p.m.  network  show  (the  sub- 
stance of  the  unfulfilled  politi- 
cal "dream  I  and  would  have 
to  either  pre-empt  entire  net- 
work programs,  or  else  divide 
up  local  time. 


ZUZULO  BACK  AT  MBS 
AS  PUBLICITY  DIRECTOR 

Francis  X.  Zuzulo  returned  to  the 
Mutual  Broadcasting  System  as  di- 
rector of  public  relations  last  week. 
He  previously  held  the  post  for  13 
years. 

He  left  Mutual  in  1957  to  become 
manager  of  the  New  York  office  of 
Robert  K.  Richards,  a  public  rela- 
tions firm. 

At  this  time  he  also  had  public 
relations  responsibilities  and  as- 
signments for  the  Fletcher  Richards 
Agency. 

Between  1944  and  1957  Zuzulo  was 
publicity  chief  of  Mutual.  During 
this  period  he  was  also  in  charge  of 
public  relations,  promotion,  and  re- 
lated areas  for  RKO  TV,  and  for 
WOR-AM-TV,  New  York. 


KRAFT  FIRST  INTO 
NBC's  'EXPLORING' 

Kraft  Foods  is  the  first  advertiser 
to  buy  into  Exploring,  NBC  TV's  new 
full-hour  series  for  children. 

The  new  program  will  begin  13 
October  on  Saturdays  at  12:30  p.m., 
NYT.  The  show  is  designed  to  stimu- 
late the  interest  of  younger  viewers 
in  language,  music,  mathematics, 
social  studies,  and  science. 

Host  is  Dr.  Albert  R.  Hibbs.  NBC 
TV  daytime  sales  director  James 
Hergen  said  last  week  he  expected 
the  program  to  be  fully  sponsored 
before  it  starts  on  the  air. 


Wodlinger  named  mgr. 
of  new  Mich,  station 

Mark  Wodlinger  has  been  appointed 
v.p.  and  general  manager  of  the  new 
tv  station,  channel  13  in  Grand 
Rapids-Kala- 
mazoo,  which 
will  be  on  the 
air  1  Novem- 
ber. 

He  has  been 
national  sales 
and  station 
manager  for 
WMBD-AM-TV,  Mark  Wodlinger 

Peoria,  since  1959.  Earlier,  he  was 
executive  v.p.  of  Community  Tele- 
casting Corp.  Between  1949  and  1958 
he  was  associated  with  WOC-AM-TV, 
Davenport,  Iowa,  in  executive  as 
sales  posts  including  that  of  general 
salesmanager.  Before  that  he  was 
with  WQUA,  Moline.  in  1948. 

He  is  a  graduate  of  the  University 
of  Florida  and  a  veteran  of  the  Naval 
Air  Corps. 


NTA  to  handle  Rank  movies 

London: 

NTA  has  acquired  distribution 
rights  for  U.  S.  tv  on  25  additional 
J.  Arthur  Rank  feature  films. 

The  package,  called  First  Rank, 
contains  10  color  pictures  and  seven 
made  as  recently  as  1956. 


;: 


SI'OVSOH 


27    \UGUST    l%2 


HR ON  is  TV  in  SF 


WirMi 


So*.  7z*jbKcUJca*ts  cuu^  So&L  oh  K£oM-TY 


CALIFORNIA'S 
#1  TV  STATION 

Gold  Medal  Winner,  1962 
California  State  Fair  10th 
Annual  TV-Radio  Competition    .S  p    CHRONICLE  •  NBC  AFFILIATE  •  CHANNEL  4   •   PETERS.  GRIFFIN.  WOODWARD 


SPONSOR 


2,     AUGUST    1%2 


SPONSOR- WEEK  27  August  1962 


NBC  RADIO  84%  SOLD 
-CLAIMS  46%  SHARE 

Colorado  Springs: 

The  NBC  Radio  network  is  cur- 
rently 84%  sold  out  and  possesses 
46%  of  all  sponsored  network  ra- 
dio time,  according  to  William  K. 
McDaniel,  executive  v. p.  of  the  net- 
work, who  addressed  the  affiliates 
executive  committee  meeting  here 
last  week. 

The  figure  of  NBC's  46%  of  all 
network  sponsored  time  is  based 
on  the  July  LNA-BAR  report. 

McDaniel  said  that  NBC  sold  more 
minutes  in  Monitor  than  any  other 
national  network  sold  in  its  entire 
schedule. 

William  Grant  of  KOA,  Denver, 
chairman  of  the  executive  commit- 
tee, praised  the  network's  program- 
ing, sales,  and  compensation  poli- 
cies, asserting  that  its  programing 
approach  adopted  two  years  ago, 
had  become  "the  much-copied 
standard  of  the  industry." 

Jacobs  named  ABC  Int'l 
advertising  manager 

Harvey  Jacobs  has  been  appointed 
advertising,  sales  promotion,  and 
public  relations  manager  for  ABC 
International  Television,  Donald  W. 
Coyle,  president  of  the  AB-PT  sub- 
sidiary,  announced   last  week. 

Coyle  expected  an  increase  in  ad- 
vertising and  promotion  services  to 
international  advertisers  and  sta- 
tions to  be  a  result  of  the  appoint- 
ment. 
Jacobs  joined  ABC  TV  in  1958 
as  a  writer  in 
the  tv  sales 
development 
depa  rt  ment. 
Earlier  he  was 
editor  of  East, 
a  weekly  New 
York  news- 
paper. Last 
year    he    won 


N.Y.  State  bans 
bingo  on  radio 

Bingo  has  been  banned  on 
radio  in  New  ^  ink  state.  The 
edict  falls  on  stations  which 
were  considering  bingo  card 
tie-in  plans  with  local  mer- 
chants. 

Bingo  is  allowed  in  New 
^  oik  for  charitable,  education- 
al, and  religious  causes,  but 
can't   be   used  commercially. 

The  ruling  came  in  a  formal 
opinion,  which  has  the  effect  ol 
law.  from  state  Attorney  Gen- 
eral Leskowitz  in  response  to  an 
inquirj  by  the  State  Bingo  and 
Control  Commission. 

Community  sponsored  Bingo 
is  out.  too.  Leskowitz  said,  be- 
cause such  a  game  on  radio 
would  extend  beyond  municipal 
borders. 


KBS:  A  TRADE  MEETING 
CLEARING  HOUSE? 

There  is  a  pressing  need  for  a 
clearing  house  for  annual  broadcast 
industry  meetings  according  to  a 
recent  study  of  station  owners  and 
managers  conducted  by  KBS. 

Executive  reporting  gave  three 
main  reasons  why  they  do  not  at- 
tend some  industry  conventions  and 
meetings:  lack  of  time,  weak  pro- 
graming, and  high  costs. 

Sites  named  most  often  as  pre- 
ferred for  conventions  were  Chi- 
cago, Washington  and  New  York. 

A  convention  clearing  house  which 
would  coordinate  timing,  location, 
and  length  of  meetings  might  be  a 
benefit  to  the  industry,  concluded 
KBS   president   Sidney   J.  Wolf. 


Harvey   Jacobs 


the  Playboy  fiction  award  for  a  short 
novel. 


Averill  resigns  Bartell 

Harry  H.  Averill  has  resigned  sa 
national  sales  director,  Bartell  Group, 
effective   13  August. 

Last  week  he  announced  his  inten- 
tion to  pursue  allied  interests  in  the 
advertising  field. 


JEFFERSON  PROPOSES 
ANTENNA  SYSTEM 

Charlotte: 

The  Jefferson  Standard  Broadcast- 
ing Company  and  Communications 
Systems  Corporation  presented  a 
community  antenna  proposal  last 
week  to  the  City  Counsel  of  Flor- 
ence, S.  C. 

The  proposal  opposes  one  made 
by  the  Broadcasting  System  of  the 
South. 

The  proposal  involves  a  $400,000 
investment  for  50  miles  of  cable  in- 
stallation, to  which  25  miles  would 
be  added  later.  Operation  would  be- 
gin 1  December  with  a  $20  installa- 
tion fee  and  a  $5  monthly  fee  for 
service  on  12  channels,  including 
seven  commercial  stations,  and  ed- 
ucational channel,  and  fm  music 
channel,  and  a  service  channel. 

A  Jefferson  Standard  spokesman 
expected  a  decision  on  the  proposal 
shortly.  Jefferson  Standard  is  also 
considering  community  antenna  sys- 
tems in  other  areas. 


Grant  succeeds  Chester 
as  ABC  TV  daytime  v.p. 

Armand  Grant  will  succeed  Giraud 
Chester  as  v.p.  in  charge  of  ABC 
TV  daytime  programing,  it  was  an- 
nounced last  week  by  Thomas 
Moore,  v.p.  in  charge  of  the  network. 

Grant  has  been  director  of  day- 
time program- 
ing since  1958. 
He  joined  ABC 
in  1957  as 
executive  pro- 
ducer for  day- 
time program- 
ing and  has 
supervised  the 
development 
and  production  of  every  ABC  TV  live 
daytime   show. 

Before  joining  ABC  he  was  v.p. 
and  general  manager  of  WKIT,  Gar- 
den City,  L.  I.  and  earlier  he  was 
with  WAAM,  Baltimore,  and  WBAL- 
AM-TV,  Baltimore. 


Armand  Grant 


Hi 


More  SPONSOR-WEEK  continued  on  page  60 


WE  W  YORK 


.1 

Bob 


Rav 


M 


AMERICA'S  GREAT  RADIO 
TEAM  BOB  &  RAY  NOW  ADD 
THEIR  BRILLIANCE  TO  WHN 

Talent  is  never  left  "unturned"  in  any  Storer  market  because  each  station 
endeavors  to  bring  its  listeners  the  programming  they  like  best.  That's  win 
there's  no  such  thing  as  a  format  formula  at  Storer.  Each  station  is  individual!) 
created  for  the  community  it  serves.  Small  wonder  Storer  is  your  best  bu) 
in  9  key  markets.       IMPORTANT  STATIONS  IN  IMPORTANT  MARKETS 

ReprcjenUd  by  Kan. 


LOS  ANGELES 

KG  BS 

MIAMI 

IIGBS 


PHILADELPHIA       CLEVELAND         NEW  YORK 
II1BG  Hill  WHN 


MILWAUKEE        CLEVELAND  ATLANTA 

H'lTl-Tr  JlJIC-Tr  WAGA-TV 


TOLEDO 
irspo 

DETROIT 
H'JBK 

TOLEDO 

IISPD-TI 

DETROIT 
HJBK-rr 

STORER 

BROADCASTING  CQ/UMNY 


555/5 


Timebuyer's   Corner  new   look 
It  was  indeed  a  pleasure  to  read  your 
Timebuyer's  Corner  column  these  last 
two  issues. 

Your  new  approach  on  this  coi- 
uinii  is  just  great.  I  find  it  interest- 
ing  and  informative  with  just  the 
right  amount  of  dignity,  humor  and 
lightness,  so  seldom  demonstrated  in 
I rade  articles. 

Congratulations  are  in  order  for 
this  new  approach  and  I  will  appre- 
ciate your  conveying  same  with  my 
thanks  to  whomever  is  responsible. 
He  must  he  a  real  pro. 

Maria  Carayas 
radio/tv  timebuyer 
Kudner  Agency 
New  York 


Tv    kid    show   problem 
We    were    particularly     interested    in 
your  fine  article.  "Tougher  Than   It 
Seems — The  Tv  Kid  Show  Problem," 
6  August. 

This  is  just  another  example  of 
how  helpful  your  magazine  is  to  us 
in  our  work. 

Because  your  article  about  chil- 
dren's programs  is  such  a  searching 
and  thorough  report  on  the  situation, 
we  would  like  to  have  permission  to 
reprint  1,000  copies  for  our  mem- 
bers, subscribers,  tv  editors  and 
others. 

Mrs.  Clara  S.   Logan 

president 

!\<AFBRAT 

Los  Angeles 


BIGGER  than 
SACRAMENTO  -  STOCKTON 

One  Buy  Delivers 

IDAHO  -  MONTANA 

plus  1  1   counties  in  Wyoming 
at  lower  cost  per  thousand 

SKYLINE  TV  NETWORK  delivers  10  100  more 
TV  homes  than  the  highest  rated  station  in 
Sacramento-Stockton  at  nearly  18%  less  cost 
per  1,000.  SKYLINE  delivers  92,300*  nighttime 
homes  every  quarter-hour  Sunday  through  Sat- 
urday. Non-competitive  coverage.  One  contract 
— one  billing — one  clearance.  Over  267,880  un- 
duplicated  TV  homes  in  5  key  markets.  Inter- 
connected with  CBS-TV  and  ABC-TV. 


IDAHO  -   KID-TV  Idoho  Fall 
KLIX  TV  Twin  Fall' 


MONTANA  -    KXIFTV  Butte 

KFBB  TV  Great  Fall 
KOOK  TV  Billings 


TV  NETWORK 

P    O    Box  2191  Idaho  Falls,  Idaho 


^n 


Call  Mel  Wright,  phone  area  code  208-523-4567  -  TWX  No.  IF   165 
or  your  nearest  Hollingbery  office  or  Art  Moore  in  the  Northwest 


Shirt-sleeve  selling 

We  at  KSD  Radio  were  much  im- 
pressed by  John  E.  McMillin's  two- 
page  "Memo  on  Shirt-Sleeve  Selling" 
in  the  July  30  issue  of  SPONSOR. 

We  would  like  to  mail  this  story  to 
our  local  ad  agencies,  clients,  etc.  Our 
it-quest  would  be  about  250  copies. 
Can  you  make  reprints? 

While  I'm  at  it.  let  me  congratulate 
vou  on  your  excellent  40-year  keep- 
sake album  on  radio  (  sponsor's  40- 
Year  Album  of  Pioneer  Radio  Sta- 
tions). I  found  myself  reading  the 
t-ntire  book  from  cover  to  cover  im- 
pure enjoyment. 

Donald  F.  Burnes 

director  of  information  services 

KSD 

St.  Louis 

On  pages  12  and  16  of  your  30  July 
issue  you  ran  an  article  entitled. 
'"Memo  on  Shirt-Sleeve  Selling." 

Would  it  be  possible  for  us  to  or- 
der a  number  of  reprints  along  with 
a  thumbnail  biographical  sketch  of 
the  author,  John  E.  McMillin? 

R.  L.  Karr 

general  manager 

WBOW 

Terre   Haute,   hid. 


Perhaps  even  goofier 

He:  "Newspaper  Research  Gets  Goofi- 
er," 30  July  issue. 

\  verj  fine  article  and  \ou  can  be 
sure  that  this  t\pe  of  research  will 
get  even  goofier  in  the  months  to 
come. 

If  \<ui  can  suppl)  2.")  reprints  of 
this  article,  Id  appreciate  it  ver) 
much. 

Tom   Kita 

operations  manager 

WLEE 

Richmond.    I  a. 


A  full   hotel 

Congratulations  on  the  excellent  ar- 
ticle "Radio  Rooks  a  Full  Hotel"  on 
page   39   of   the   6    Vugusl    issue   of 

SPONSOR. 

II  reprints  are  available  I'd  ap- 
preciate your  forwarding  me  10 
copies 

I- 1  ank  Harden 

managing  diret  to) 

II  IS 

(  olumbia,  S.  C . 


12 


sponsor     •     - 1    \i  <■!  s'l    1962 


We'll  clear  it  up  on  September  12th 


SEVEN  ARTS 

ASSOCIATED 

CORP. 


Paul  Hayes 

Tampa  Bay's  official 

wake-up  man.    Put  this 
familiar,  believable  voice 

to  work  for  your 
advertising  on  "Sun-Up" 
each  morning  from 
6:00  to  9:00.    Paul 
Hayes  is  one  more  of 
the  many  reasons  why 
more  advertisers  are 
investing  more  dollars 
on  WSUN  Radio  than 
anytime  in  our  35  year 

history.    WSUN  is 
heard  in  more  counties 
than  any  other  station  on 
Florida's  West  Coast. 

(NCS-'61) 


FLORIDA'S    CLEAR    SIGNAL     STATION 
5KW       620  KC 


radio  62 

Broadcasting  24  hours  daily! 
TAMPA-ST.  PETERSBURG 

National  Representatives: 

VENARD,  RINT0UL  &  McCONNELL 
Southeastern  Representative     JAMES  S    AYERS.  Inc. 


I 


•>y  John  E.  McMillin 

Commercial 
commentary 

Parties,  pitches,  and  prizes 

A  very  pretty  young  agency  timebuyer  asked 
me  to  write  this  column.  We  were  standing  last 
week  beside  a  loaded  canape  table  at  a  swank 
New  York  hotel  when  she  raised  her  highball 
glass,  batted  her  eyes,  and  said  in  honeyed 
tones,  "you  ought  to  tell  the  industry  about  this." 

Except  for  her  outrageous  flattery  I  am  sure 
I  would  never  have  had  the  nerve  to  express  the 
sentiments  which  I  am  going  to  expound  on  now . 

They  concern  the  gay,  giddy,  interminable  round  of  business 
luncheon  parties,  cocktail  parties,  buffet  parties,  outings,  sprees, 
junkets  and  other  fun-plus-sales-pitch  activities  which  are  so  much 
a  part  of  our  industry. 

All  right,  I  am  a  cad  and  a  stinker  for  mentioning  them.  But  all  of 
us  in  the  business,  and  particularly  those  in  the  media  end  of  radio 
and  tv,  know  that  they  flourish  these  days  in  lush,  tropic  profusion. 

fn  the  past  four  weeks  alone  I've  been  to  11  of  these  pitch-parties 
and  have  turned  down  at  least  15  other  invitations. 

I  go  to  them  because  it's  part  of  my  job  to  get  around  and  see 
people  and  because,  generally.  I  have  a  pleasant  time. 

The  food  is  delicious,  the  drinks  generous  and  plentiful,  the  prizes 
and  favors  often  beguiling,  the  company  usually  congenial,  and  the 
conduct  almost  invariably  decorous  and  well-behaved. 

Don't  get  me  wrong.  I  am  no  Madison  Avenue  Savanarola.  in- 
veighing against  these  amiable  activities  because  I  think  they  are 
bacchanalian  orgies  or  moral  traps  for  wayward  working  girls. 

They're  not,  of  course.  But  I  do  think  they  have  reached  a  point 
— in  frequency,  profusion,  and  lavishness — which  is  utterl)  and  in- 
defensibly absurd. 

The  pitch-party  routine 

\t  the  risk  of  offending  some  awfull)  nice  <zn\  s  who  have  been 
my  recent  hosts,  I  want  to  sa\  bluntlx  :  you're  spending  far  too  much 
money  for  these  affairs,  and  \  ou  and  your  guests  are  getting  far 
too  little  out  of  them. 

Let's  go  back  briefly  to  tin  pretty  agencx  timebuyer,  standing  with 
her  highball  glass  at  the  canape  table. 

We  had  been  talking  aboul  the  sales  pitches  one  hears  at  these 
get-togethers,  and  about  her  reactions  to  them. 

"I  always  keep  hoping,  -he  said,  "that  I  II  pick  up  information 
that  will  he  useful  in  m\    work,  but   I  almost   never  do." 

Few  party-givers,  I  m  sure,  realize  how  true  thi»  is  among  the 
agenc)    and  advertiser  personnel   thex  <l   most    like  to   impress. 

The  reason  i-  rooted  in  the  peculiar  set  <>l  tribal  customs  which 
have  grown   up  around  our   industrj    pitch-parties,   and   the  rathei 
ha/\  thinking  which  determines  their  content. 
i  /'A  use  turn  to  page  19  I 


14 


SPONSOR 


27    w  r;i  si    l%2 


TIMLBuYERS'  WIDE  1 


UMn 


P' 


S  FALL  BUYS 


GEORGE 

PIERROT 

PRESENTS 

Around  the  world 
with  Detroit's 
fabulous  globe- 
trotter  and 
famous  guests. 
Color. 

5:00-5:55  PM 
MON.-SAT. 


WEEKEND 

Ron  Gamble  hosts 
family  adventure 
tours  to  favorite 
recreation  spots. 
Color. 

7:00-7:30  PM 
TUESDAY 


AT  THE  ZOO 

Sonny  Eliot 's 

witty  wanderings 

t  hrough  Detroit 's 

famed  wildlife  park. 

7:00-7:30  PM 
FRIDAY 


Alive  with  local  flavor  and  flair!  You'll  buy  wisely  and  well  by  choosing  these  big-audience 
exclusives  on  WWJ-TV.  And,  the  station's  attractive  fall  schedule  is  further  enhanced 
by  choice  film  properties  like  Thriller,  Surfside  6,  Lawman  and  by  NBC's  new-season 
powerhouse.  Call  your  PGW  Colonel  now.  He's  ready  with  Detroit's  top  buys  for  fall. 


WW  J  -TV      the  NEWS  station 


CHANNE 


Owned  and  Operated  by  The  Detroit  News 


NBC     IN     DETROIT 

National  Representatives:  Peters.  Griffin.  Woodward,  Inc. 


SPONSOR 


12.    \i  i.i  st   L962 


l.S 


The  Embassy  of  New  Zealand 

His  Excellency  G.  R.  Laking, 
Ambassador  of  New  Zealand  to  the 
United  States,  and  Mrs.  Laking, 
in  the  Embassy  garden .  .  . 
another  in  the  WTOP-TV  series 
on  the  Washington  diplomatic  scene. 


Represented  by  TvAR 


POST- NEWSWEEK 

STATIONS    A    DIVISION    OF 
THE   WASHINGTON    POST    COMPANY 


Photograph     by  Fred  Maroon 


1&?-*' 


*<•-•* 


■JAM 


■■---,       r~""*^ 


THE  LEADER*  IN  THE 
SYRACUSE  MARKET! 


DELIVERS  50%*  MORE  HOMES 
THAN  ITS  COMPETITOR! 


N.Y. 


♦  A  R  B 
MARKET 
REPORT 
MARCH,    1962 


WSY 


TV 


NBC 
Affiliate 


SYRACUSE,  N.  Y. 

Channel  3    •   100  KW 

Plus  WSYE-TV  channel  18 
ELMIRA,  N.  Y. 


Get  the  Full  Story  from  HARRINGTON,  RIGHTKR  &  PARSONS 


SPONSOR 


:;  u  (,i  st  iw> 


27  AUGUST  1962 

Copyright  1862 

8P0NS0R 

PUBLICATIONS  INC 


Interpretation  and  commentary 

on  most  significant  tv/ 'radio 

and  marketing  news  of  the  week 


SPONSOR-SCOPE 


P&G's  spot  empire  may  find  itself  in  u  bit  of  frustration,  to  put  it  mildly,  in  a 
lot  of  markets  this  fall. 

The  empire  likes  to  concentrate  on  post-network  time  where  minutes  are  rife. 

But  it  seems  that  this  time  some  of  the  P&G  brands,  say,  like  Blue  Cheer  (Y&R)  and 
Crisco  Oil  (Compton)  were  rather  slow  in  calling  for  fall  availabilities,  with  the  result 
they've  encountered — in  medium  as  well  as  top  markets — an  unusually  tight  situation. 

Observe  rep  executives:  P&G's  needs  will  get  fitted  in  somehow  but  the  spot  won't 
be  the  ereme  de  la  creme  that  the  empire's  been  accustomed  to. 

It  seems  that  P&G,  as  alert  as  it  is  to  media  barometric  changes,  hasn't  anticipated  a 
sellers'  market. 

Tv  station  managers,  you  may  not  know  it  but  one  of  the  reasons  for  the  sud- 
den rash  of  traveling  media  people  is  what  some  of  them  describe  as  your  dispo- 
sition to  hold  out  a  certain  portion  of  cream  spot  for  local  customers. 

With  availabilities  getting  quite  tight,  they  figure  that  by  personal  call  they  may  be 
able  to  talk  you  out  of  some  of  these  withheld  spots. 

National  spot  tv  has  the  tides  running  in  its  favor  also  for  the  first  1963  quarter. 

SPONSOR-SCOPE  bases  this  prospect  on  the  viewpoints  expressed  lately  by  key  media 
chiefs  with  a  reputation  for  putting  a  realistic  finger  on  client  corporate  thinking  when  it 
comes  to  campaign  planning. 

It  is  the  consensus  that,  what  with  the  uncertainty  of  the  economy,  short-range 
planning  has  become  the  corporate  vogue.  The  handmaiden  to  short-range  planning 
is  flexibility. 

In  media  the  synonym  for  flexibility  is  spot.  Hence  the  penchant  for  the  first 
part  of  1963,  or  until  the  outlines  of  the  economy  outlook  become  less  vague,  will  be  to 
use  spot  as  a  favored  sales  leverage. 

Station  executives  might  as  well  start  accustoming  themselves  to  become  peri- 
odic ports  of  call  for  traveling  representatives  from  the  larger  agencies. 

Y&R's  recent  announcement  of  a  traveling  unit  may  be  construed  as  just  one  organiza- 
tion's response  to  a  trend  that's  becoming  more  deeply  intrenched  in  the  American 
business  mechanism. 

The  trend:  greater  concentration  of  media  buying  power  locally  because  of  the 
recognized  sharp  differences  in  sectional  and  regional  tastes  and  desires  among 
consumers. 

Other  factors  that  have  been  contributing  to  this  trend: 

1)  The  ability  of  the  manufacturer  by  use  of  the  computer  to  learn  in  what  areas 
and  by  what  media  means  his  product  can  get  the  quickest  profitable  response. 

2)  The  growing  predilection  of  manufacturers  to  seek  local  identity  for  their 
products  by  centering  on  local  preferences  via  recipes,  community  mores  and  whatnot. 

3)  The  need  for  matching  the  local  copy  appeal  to  seasonality  and  getting  at 
the  hard  core  of  the  physical  and  psychological  nuances  that  presages  success  for  a 
product  in  one  section  and  failure  in  another. 

4)  The  growing  disposition  among  manufaturers  toward  diversifying  along  spe- 
cialty product  lines  and  pinpointing  their  appeal  to  a  segment  of  the  mass  consumer.  Some- 
thing, incidentally,  that  now  characterizes  the  bread  industrv. 

The  key  activating  words  are  selectivism  and  localization. 


sponsor      •     27  AUGUST  1962 


19 


•61  SHARK 

1960  SHARE 

41% 

43% 

55% 

56% 

65% 

66% 

71% 

72% 

75% 

76% 

SPONSOR-SCOPE  continued 


If  the  1961  figures  just  released  by  the  FCC  can  serve  as  a  yardstick,  the  ten- 
dency of  national  advertisers  to  concentrate  more  and  more  of  their  spot  tv  billings 
in  the  top  10  or  20  markets  has,  at  least  for  the  time  being,  decelerated. 

Following  is  a  SPONSOR-SCOPE  deci-tabulation  of  market  expenditure  for  national- 
regional  spot  tv  based  on  the  FCC  1961  report: 

NO.  MARKETS  TOTAL  BILLINGS 

First  10  Markets  8193,607,000 

First  20  Markets  257,665,000 

First  30  Markets  304,477,000 

First  40  Markets  333,879,000 

First  50  Markets  353,132,000 

Total  for  273  markets,  as  reported  by  the  FCC:  $468,515,000. 

Tv/radio  sellers  may  find  it  worthwhile  to  cultivate  more  closely  the  cat  food 
field. 

The  manufacturers  of  the  item  themselves  have  gone  the  booklet  route  as  an  aid  to 
building  the  market.  It's  called  Basics  of  Cat  and  Kitten  Care,  with  emphasis  on  what  to 
feed  them. 

Compared  to  the  highly  competitive  dog  food  industry,  which  gave  tv  around 
$8  million  in  '61,  packaged  cat  food  so  far  is  a  picayunely  advertised  business. 

There  may  be  a  lesson  in  this  for  other  sellers  of  radio :  persistent  station  pres- 
sure through  New  York  Telephone  Co.  district  managers  has  result  in  that  adver- 
tiser restoring  spot  radio  schedules. 

Once  a  perennial  in  the  media,  the  company  has  been  out  of  it  in  recent  years  and  what 
can  take  credit  for  bringing  it  back  was  the  suggestion  of  a  rep  who  has  several  stations  in 
upper  New  York  State. 

He  urged  his  stations  to  make  acquaintance  with  their  district  phone  company  man- 
ager and  to  show  how  radio  can  help  him  sell  his  services  to  homes  and  businesses. 

The  account  is  administered  by  BBDO. 

Chicago  tv  reps  have  had  another  perennial  good  thing  whittled  away  on  them: 
Ovaltine  (Tatham-Laird)  is  putting  the  bulk  of  its  1962-63  tv  money  into  ABC  TV 
nighttime  and  NBC  TV  daytime. 

What's  left  for  spot:  schedules  in  about  10  markets  and  the  whereof  for  this  is  that  they 
constitute  half  of  Ovaltine's  sales. 

The  implication  as  the  reps  take  it:  for  real  weight  in  markets  where  the  bulk  of 
your  potential  is  concentrated  you  depend  on  spot,  for  the  balance  you  buy  network. 

Note:  Ovaltine's  gross  for  spot  tv  in  '61  was  SI. 3  million. 

An  agency  preparing  a  pitch  for  submission  to  an  appliance  giant  put  together 
some  figures  that  should  tickle  the  interest  of  people  concerned  with  tv. 

Statistic  No.  1 :  During  the  past  15  years  the  public  has  invested  $19.5  billion  in  tv  sets 
and  advertisers  $12.1  billion  in  measured  tv  time. 

Statistic  No.  2 :  A  comparison  of  home  electric  appliances  available  in  wired  homes  in 
terms  of  percentage  of  item  to  total  wired  homes: 

APPLIANCE  MAY  1962  SEPTEMBER  1960 

Tv  sets  93%  88% 

Irons  89%)  86% 

Clocks  90%  77% 

Toasters  81%  77% 

Vaccum  cleaners  76%  71% 

Telephones  83%  77% 

20  sponsor     •     27  aucust  1962 


SPONSOR-SCOPE   continued 


CBS  TV  daytime  claims  it's  having  heaps  of  sncceM  lurking  u|>  renewals  for 
rlu-  first  quarter  of  1963. 

The  accounts  it  cites  in  this  respect  are  Alberto-Culver,  Lever,  Nabiaco,  Quaker  Oata, 
Kellogg,  J&J.  Pillsbury,  Toni,  J.  B.  Williams  and  Drackett. 

Colgate  hat*  clone  twine  cutting  back  in  its  renewal  of  its  daytime  snathe  on 
NBC  TV  for  the  fall. 

However,  it  expects  to  restore  much  of  the  diminuation  a*  the  fourth  quarter  proceeds. 

CBS  TV  en ii iii n't  furnish  the  preferred  time  or  color  and  so  Reynolds  Metals 
will  use  NBC  TV  for  this  fall  to  carry  the  National  Auto  Show  out  of  Detroit. 

The  date  and  time:  Sunday,  21  October,  6:30-7:30  p.m.  Program  expenses  will  run 
around  S90,000  gross  and  the  time,  $50,000. 

The  network  tv  specials  are  starting  to  follow  the  selling  pattern  of  the  regular- 
ly scheduled  programs:   they're  being  sold  to  more  than  two  sponsors  a  show. 

A  case  in  point  for  the  1962-63  season  is  the  first  of  several  outings  for  Arthur  God- 
frey. The  three  sponsors  for  this  one  are  Armstrong  Cork.  Menley  &  James  and  Quak- 
er  State  Oil.  each  taking  a  third  of  the  hour. 

Nighttime  network  tv  is  having  its  biggest  fall  in  terms  of  sales  but  there's 
still  a  lot  of  unsold  commercial  on  tap. 

As  of  last  week,  this  inventory  for  the  fourth  quarter  ran  something  like  this:  ABC  T\ . 
160  minutes;  CBS  TV,  98  minutes,  and  NBC  TV.  117  minutes. 

In  terms  of  time  and  talent  package  pricing,  the  leftovers  could  roughly  add  up  to 
SI  1.5   million  for  the  quarter. 

One  of  the  phenomena  of  commercial  tv  is  the  role  of  the  food  industry  in  net- 
work nighttime. 

The  victual  processors  and  packagers  keep  wooing  the  housewives  with  more  and  more 
and  more  daytime  money  each  year,  but  at  the  same  time  they  manage  to  hold  a  neat 
balance  of  billings  power  in  prime  time  precincts. 

The  foods  this  fall  will,  as  a  clan,  have  more  commercial  minutes  and  dollar  invest- 
ments in  nighttime  network  tv  than  any  previous  year. 

Following  is  a  weekly  breakdown  of  this  industry's  nighttime  participation  in  terms  of 
number  of  shows  and  commercial  minutes  and  expenditure  by  individual  advertiser: 


COMPANY 

NO.  SHOWS 

COMMERCIAL  MINUTES 

ESTIMATED  EXPENDITURES 

General  Foods 

6 

12 

$450,000 

Edward  Dalton 

7 

7 

220,000 

Kraft 

1 

6 

210.000 

Ralston  Purina 

3 

5Vo 

180,000 

Kellogg 

3 

I1: 

150,000 

Best  Foods 

3 

3^ 

130.000 

Campbell  Soup 

2 

3 

110.000 

Quaker  Oats 

3 

3 

110.000 

Pillsburv 

2 

21-j 

100.000 

National  Biscuit 

2 

2 

70.000 

Carnation 

2 

2 

70,000 

Green  Giant 

2 

2 

70.000 

Fritos 

2 

2 

60.000 

Others* 

5 

6 

210,000 

Totals 

43 

01 

S2, 140,000 

'Corn  Products,  General  Mills.  American  Dairy,  Welch.  Derbv  Foods. 


SPONSOR      •      27   AUGUST   1962 


21 


if. 


SPONSOR-SCOPE  continued 


Starting  with  the  September  reports  Nielsen  will  offer  some  finer  breakdowns  of 
network  tv  audience  characteristics. 

Included  in  the  innovations  will  be  a  lowering  of  the  age  brackets  for  youngsters. 

Nielsen  discussions  with  agency  subscribers  showed  a  number  of  them  strongly  favoring 
stretching  down  to  the  three  or  four-year  level. 

The  Pan-American  Coffee  Bureau  has  just  issued  its  25th  annual  statistical 
compilation  and  in  it  are  some  figures  about  the  coffee  trade  that  you  might  scan 
as  you  sip  your  a.m.  desk-deposited  Java. 

Such  bits  of  information  as  these: 

•  Total  value  of  green  coffee  that  entered  the  U.S.  in  1961  was  $964  million,  a  drop 
of  3.9%  from  1960. 

•  Prices  of  coffee  to  consumers  declined  3.4%,  but  the  per  capita  consumption  went 
only  from  15.7  pounds  to  15.9  pounds. 

•  U.S.  households,  which  make  up  90%  of  the  U.S.  instant  coffee  market,  increased 
their  consumption  of  this  by  6.6%  over  1960,  with  the  result  that  instant  coffee 
accounted  for  almost  24%  of  all  household  coffee  consumption. 

It  may  be  a  little  belated  but  NL&B  has   through   its  house  organ,   Focus,   set 
down  its  stand  on  the  issue  of  product  protection. 
Here's  the  way  it's  been  put  to  media : 

1)  Continue  to  insist  on  15-minute  separation  of  commercials  that  seem  competi- 
tive to  or  incompatible  with  a  client's  product. 

2)  Make  sure  the  agency's  informed  of  violations  and  request  make  goods  when 
appropriate. 

3)  Try  to  establish  reasonable  definitions  of  conflict  on  product  basis. 

4)  Urge  networks  and  stations  to  establish  improved  communications  between 
all  concerned  toward  the  end  the  agency  may  learn  of  product  conflicts  before  they  actually 
occur,  so  that  corrective  action  may  be  taken. 

5)  The  agency  should  be  prepared  to  make  exceptions  with  regard  to  separa- 
tion limits  and  product  definitions  when  the  advantages  outweigh  disadvantages. 

No.  5  may  be  interpreted  as  meaning:  let  discretion  be  your  best  guide. 

It's  enlightening  to  take  notice  now  and  then  of  how  tv  and  radio  are  faring  in 
comparative  home  attention  during  the  various  hours  of  the  day. 

SPONSOR-SCOPE  has  obtained  from  Nielsen  such  a  comparison  (based  on  average  min- 
utes) covering  this  year's  March  and  April,  and  here  it  is: 


PERIOD 

MAR.  RADIO  HOMES 

MAR.  TV  HOMES 

APRIL  RADIO  HOM1 

ES    APRIL  TV  HO 

7-8  a.m. 

7,269.000 

2,744,000 

6,676,000 

2,646,000 

8-9  a.m. 

8,456,000 

6,468.000 

7,764,000 

5.831,000 

9-10  a.m. 

7,220,000 

7,399,000 

6,626.000 

6,321,000 

10-11  a.m. 

6,626,000 

8,575,000 

5,983,000 

7,154.000 

11-12  noon 

5,637.000 

10,192,000 

5,242.000 

8,869,000 

12-1  p.m. 

5,341,000 

12.348,000 

1,994,000 

11.319,000 

1-2  p.m. 

5,143.000 

12.103.000 

4,797.000 

11,025.000 

2-3  p.m. 

1,154.000 

11.074.000 

3,758.000 

9,996,000 

3-4  p.m. 

1.005.000 

11.417.000 

3.560,000 

10.045.000 

4-5  p.m. 

857,000 

13.671.000 

3.313.000 

11.711.000 

5-6  p.m. 

1,203,000 

16.709.000 

3.808.000 

14,210.000 

AVERAGE 

5.628.000 

10,245,000 

5.138,000 

9,011,000 

For  other  news  coverage  In  this  issue;  >ce  Sponsor-Week,  page  7;  Sponsor 
Week  Wrap-Up,  page  60;  Washington  Week,  page  55:  sponsor  Hears,  page  58;  Tv  and  Radio 
Newsmakers,  page  68:  and  Spot  Scope,  page  56. 

22  sponsor     •     27  august  1962 


MARTIAL    PLAN 


"Blast"  Jones,  an  up-and-cometing  young  man,  was  the  first  What- 
naut  orbitted  close  enough  to  Mars  to  see  the  cities  and  canals  of 
that  planet.*  Returning  to  earth  with  this  sketch,  Blast  determined 
that  next  Mars  trip,  he  would  land  at  southermost  city  "A"  and 
make  a  tour  of  the  canals  to  all  the  cities,  visiting  each  one  only 
once  and  ending  up  back  at  "A". 

Blast  claimed  he  found  such  a  route  which  would  also  spell  out  an 
informative  sentence. 

If  you  can  find  such  a  sentence,  send  in  the  memorable  words  and 
win  an  exciting  new  prize.  We're  offering  several,  so  be  sure  and 
tell  us  what  you've  already  won. 

Puzzle    adapted    front    "Mathematical    Puzzles    of    Sam    Loyd,"    Vol.    I., 
reprinted  by  permission  of  Dover  Publications,  Inc.,  New  York   14,  \.  Y. 

'  II  mlds  apart  from  tlieir  neighbors  on  earth  is  II  Mil  TV's  brand  new  con- 
cept  in  Late-night  programming.  Monday  thru  Saturday  II  Mil -TV  will 
present  audience-tested,  1-honr  action, adventure  and  mystery  programs,  plus 
Hollywood's  top  Ist-run  features.  Ileus  the  lineup:  Thriller,  Surfside  6, 
Checkmate,  Adventures  in  Tannine  (Mon.  thru  Thurs.)  Friday  and  Satur- 
day, MGM   1st  run   inn.  i>  *    Check  II  11   foi   avails. 

wmol-tv 

Washington,    D.  C. 
An  Evening:  Star  Broadcasting  Company  Station,  represented  by  H-R  Television,  Inc. 


Affiliated  with  WMAL  and  WMAL-FM,  Washington,  D.  C:  WSVA-TV  and  WSVA,  Harrisonburg.  Va. 

SPONSOR       •       27    AUGUST    1962 


« 


•^/*' 


V 


Why  Monkey  with  the  Metro.. 


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


Charlotte 
City  Limits 


Hi 


H 


Fables  have  persisted  for  years  about  how  to  judge  a 
market's  size  by  the  Standard  Metropolitan  Area  concept. 
Savvy  Monkeys  see  no  metro,  hear  no  metro,  speak  no 
metro  —  because  they  know  that  it's  the  total  TV  Homes  delivered 
that  counts! 

Speaking  of  delivering,  WBTV  reached  43.4%  more  TV 
Homes  than  Charlotte  Station  "B".** 


1 

-». 

A 

i 

CHARLOTTE 
595.600 

Atlanta 
562.600 

Miami 
556.600 

New  Orleans 
418.200 

i^lL 


Louisville 
409,900 


Norfolk- 
Portsmouth 
309,000 


b 


t 


V, 


WBTV 


'Television  Maga7ine-19t? 

■•NCS  '61-Nightly 


CHANNEL      3     ^^     CHARLOTTE  /  jefferson    standard    broadcasting    company 

R»pr«i»nl«a    Nationally   by  Television   Advertising     T^R  1  Representatives,   Inc. 


24 


SPONSOR       •       27    AUGUST    !<)(>- 


27     AUGUST     1962 


..VKRT1S1NG    E*lr  1959 

ADVERl  t96(>  ,95,7241 

$      534,045     *       991,8861 

,NeWSP»Pers l.9S<!'tl«         l',410,40^ 

network     T«le'      2,185,00l>  ,10,000l 

Spot  Telev.s»on  ..  V.918."*! 

'  Spot    *»•»» 8,09«.0«       w,491,t5t 

i"ffls=---  *s  ^*49 

ssjsgr *-M-t«rs 

Expend.t»re  -  istriY>utors  tn 

$300,830  t°r 

,arS3««  -d«f  >.,  SPot  ^t, 

■y»s£  IT  >»«»■*"  ■-"  — 

for    19«°- 


TYPICAL  EXAMPLE  of  the  way  radio  stymies  itself,  by  not  compiling  a  id  providing  comprehensive  dollar  data,  is  this  clipping  from  Advertising 
Age.  28  August   1961.     Total  expenditures  are  up;  magazines  about  the  same,    television,    newspaper,    and    outdoor   are    up;    only    radio    is    missing 


SPECIAL  REPORT -PART  ONE 


Where  are  radio's  figures? 

The    shocking    lack    of    radio    facts    is    hurting    radio's    chance    to 
compete  with  other  media  for  ad  dollars,  SPONSOR  study  reveals 


ttihap-  not  since  1936.  when  FDR  tarried 
every  state  except  Maine  and  Vermont,  have  as 
many  diverse  individual-  agreed  as  did  radiomen 
in  the  last  two  weeks  when  they  were  asked,  "Does 
radio  need  more  dollar  data  than  i>  now  avail- 
able?" 

By  a  eount  of  19-2  the  sample,  which  included 


national  and  regional  network  executive-,  group 
station  operator-,  station  managers,  reps,  research- 
er-, salesmen,  agencymen  and  advertisers,  agreed 
that  "there  is  a  -hocking  lack  of.  and  a  dire  need 
for.  accurate  and  comprehensive  dollar  data  about 
radio." 

They  also  agreed  that  many  of  their  comments 


SPONSOR 


27   AUGUST    1002 


Dollar  data  for  radio  has  been  compiled  but  never  with  full 


© 


ON 
SPOT    TELEVISION    ADVERTISING 


NETWORK  RADIO  OASS  TOTALS 


.--..  35  faSE  St; 


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up     —J  —    "— 

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.    . 

MA*      KM 

.'.-.     '   OH 

fllflSia 

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K5    1KB 

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J5S    ££ 

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StSSTU^T 

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—  «- 

RORABAUGH  dropped  radio  report  in   1954,  because  of  lack  of  sta- 
tion and  agency  cooperation,  and  after   15  hard  years,  switched  to  tv 


PUBLISHER'S     Information 
ing      figures      by     advertiser 


Bureau     compiled     radio    network     bill- 
and     product     categories     until      1954 


would  be  off  the  record  since  some 
of  what  they  said  and  thought  would 
be  critical  of  industry  associations 
and  elements. 

Thus  they  agreed  that  radio  was 
putting  itself  into  an  also-ran  cate- 
gory by  not  providing  dollar  data 
for  advertisers  and  agencies.  "Out 
of  sight,  out  of  mind,"  said  one  sta- 
tion. 

"How  do  \(>u  think  I  feel,"  asked 
another,  "when  my  commuting  neigh- 
bor, who's  with  an  agency,  asks  me 
for  dollar  data  so  he  can  pitch  his 
media  people  on  radio  for  a  new 
client  in  the  shop  and  I  have  to  con- 
fess they  aren't  available." 

"At  least  once  a  week  at  lunch," 
said  another,  "I'll  overhear  some- 
one talking  about  a  tv  buy  he  just 
made.  Hut  I've  never  heard  anyone 
boasting   about   a    radio   buy!" 

"Radio  has  been  so  short  of  dol- 
lars data,"  said  one  highly  respected 
—l .tt  ■< •■■  researcher,  "that  we've  had 
to  (urn  to  audience  composition  in- 
form.lilon  to  find  sales  ammunition." 

John  V.  Sullivan.  WNEW  v.p.  and 


gen.  mgr..  expressed  it  this  way. 
"The  availability  of  dollar  data  would 
be  proof-positive  that  the  reports  of 
the  death  of  radio  have  been  grossly 
exaggerated.  Too  many  know  how 
much  P&G  spends  in  television,  and 
too  few  know  how  much  R.  J. 
Reynolds  spends  in  radio.  Everyone 
associates  Kraft  with  Perry  Como 
and  tv  but  few  know  they  also  spend 
a  lot  of  money  in  radio.  We  need, 
and  can  use.  llii-  l\pe  of  information: 
without  it  we're  not  noticed,  not  ap- 
preciated." 

Among  the  few  who  don't  agree 
is  one  executive  who  says,  "what  do 
we  have  when  we  get  these  figures? 
Well  look  had  h\  comparison  l<>  tv's 
totals.  Vnytime  you  publish  figures 
thai  don't  help,  then  they  hurt  you. 
\ml  the  only  ones  interested  are 
tlio-e  thai  alread\  know  them.  Marx 
knows   what  Gimbel  s   does!" 

Hut  Wilmot  II.  l,o>ee.  president  of 
AM  Radio  Sales.  says,  "'If  radio  isn'l 
seen  in  the  right  company  then  radio 
won't  be  bought.  Association  with 
success  brines  an  attitude  of  success 


and  lack  of  association  can  mean  a 
lack  of  acceptance  and  a  loss  of  busi- 
ness. And  there's  nothing  small 
ahout  our  business.  National  spot 
in  1960,  according  to  the  FCC  fig- 
ures, was  a  $202  million  business: 
total  radio  billing  was  $560  million. 
Hut  these  FCC  figures  take  too  long 
coming  out  and  they  don't  go  deep 
enough. 

It  has  been  said  that  diversity  of 
opinion  is  an  instinctive  reaction 
among  broadcasters.  And  such  a 
diverse  reaction  comes  from  II.  D. 
Neuwirth,  v.p.  and  director  of  Metro 
Broadcast  Sales,  who  says:  "Baloney! 
Research  and  facts  are  coming  out 
of  the  ears  of  radio.  We're  over- 
researched  and  under-sold.  We  don't 
need  more  data:  that  only  make-  for 
more  excuses  for  not  selling.  We 
need    more    sell-men    and    less    talk." 

Maurie  Webster,  v.p.  and  general 
manager  of  CHS  Radio  Spot  Sale-. 
is  all  in  fax  or  of  providing  full  dol- 
lar data.  "I'd  like  to  see  it  done 
and  would  cooperate  fully.  Associa- 
tion with  success  is  an  important  fac« 


26 


Sl'C.NSOH 


27   fcUGi  st   1962 


industry  cooperation  and  support 


BROADCAST     Advertisers     Reports    started     monitoring,     and     reporting,     radio     commercials 
in        1953;       now       practically       out       of       radio,        in        television,        and        in       the        black 


tor  in  this  business.  I'd  like  to  see 
everything  hut  individual  station  in- 
come   figures     made    available;     it 

would  help  correct  the  cordial  dis- 
beliefs  thai  now  prevail." 

Stephen  C.  Riddleberger,  presi- 
dent of  the  \BC.  Radio  owned  Na- 
tions recognizes  the  need  foT  such 
information  and  says  "It  would  he 
helpful  to  bave  it  and  ABC  would 
be  happy  to  cooperate.  It  could 
change  the  present  tendency  among 
some  advertisers  to  put  a  fraction 
of  their  budget  into  radio  to  round 
out  a  campaign. 

Another    network    president    said. 

,cWe  should  have  it  and   I'm  all  for 

it.    Rut  we've  got  to  be  certain  that 

its    solid    and    reliable    when    we   do 

it." 

The  manager  of  one  of  the  biggest 
group  station  operations  thinks  that 
providing  dollar  data  "would  be 
healthy  and  constructive  and  should 
be  done"  and  wondered  whether 
this  didn't  fall  into  the  service  area 
of  the  Radio  Advertising  Bureau. 
"It   might   he   that   RAR   has  put  so 


much  effort  into  the  rest  of  the  coun- 
try that  it  has  weakened  itself  in 
New  York  where  most  of  the  spot 
dollars  are  spent." 

Stephen  B.  Lahunski,  v. p.  and  gen- 
eral manager  of  WMCA,  New  York, 
spelled  out  what  should  he  done  in 
detail.  As  he  reasoned,  "am  infor- 
mation which  could  theoretically  be 
compiled,  i.e..  by  extensive  monitor- 
ing, should  he  furnished  voluntarily 
in  the  interest  of  enhancing  the  im- 
portance of  radio  in  the  minds  of 
national  advertisers  and  among 
major  agencies."  The  only  informa- 
tion this  executive  thought  should 
be  withheld  would  he  "'the  sort  of 
detailed  blueprint  that  would  he  of 
value  to  competitive  stations." 

Martin  Stone,  president  of  the 
Ihrald  Tribune  Radio  Network, 
wanted  radio  to  provide  more  dollar 
data  because  "It  would  have  to  be 
an  all-inilu-t i \  activity.  Right  now 
we  spend  so  much  time  lighting  each 
other  instead  of  selling  the  industry 
in  competition  with  other  media  that 
«e\e  made  radio  a  -econd-rate  busi- 


ness,    -tailed     w  ith     -<■■  ond  ill'      i 
pie,      and      existing      On      leftover 

propriations.  \  real  industry  effort 
to  ,  ompile  this  data  would  give  ra- 
dio a  wa\  up  '>iit  o|  tin-  bargain 
basement  in  which  much  ol  it  now 
lives." 

( ih\  ion-Is  evei  5  one  in  the  sample 
reai  te  I  to  this  need  foi  dollar  data  in 
terms  of  his  own  needs  and  drives. 

Thus    one    rep    supported     it     since     it 

might  help  agencymen  in  their  fight 
for  radio  and  "i adio  doesn  t  bave 
enough    fighters   among    agencies.    I 

know  of  one  -mart,  creative  atiencv 
where  the  media  man  was  BO  -old  on 
a  radio  idea  thai  he  went  into  his 
plan-  board,  fought  for  it.  and  won. 
With  more  data  I  could  make  hi- 
job  easier  ami  perhaps  more  agency 
people  would  fight  for  radio.  Right 
now   he's   the   only   one   I    know    of." 

Others  were  surprised  to  learn 
that  RAR  did  not  have  such  dollar 
data  available,  or  that  the  Station 
Representatives  Assn.'s  gross  billing 
estimates  were  not  universally-  a< 
cepted  as  gospel.  A  sales  executive 
tended  to  agree  that  "even  if  I  can't 
use  these  figure-  toda)  I'm  in  a 
growing  business  and  in  a  couple 
of  years  111  really  need  it.  We  should 
be  getting  prepared  now.  since  it  II 
take  time  to  do  what  has  to  he  done. 

Invariahlv  the  broadcasters  with 
the  'head-in-the-sand"  reaction  are 
those  with  a  rough-to-sell  station  oi 
with  operations  in  markets  so  far 
down  on  the  market  list  as  to  warrant 
little  national   spot    revenue. 

"Yet,"  as  one  veteran  station  exei 
utive  put  it.  "we  cannot  ignore  small 
market  stations.  To  get  comprehen- 
sive dollar  data  we  will  need  the 
cooperation  of  station-  in  the  second 
hundred  markets  too.  i  ou'd  he  sur- 
prised how  man)  station  managers 
and  station  sales  managers  don't 
know  what  happens  in  the  national 
-pot    field. 

"New    ^  ork  w  rite-  about   60*  I    of 

all  spot.  In  New  i  oik  are  the  top 
magazine  publishers  and  their  -ale- 
people,  all  of  whom  talk  the  same 
language.  In  New  York  are  the  top 
new-paper  reps  and  thev  also  talk 
the  lingo  of  Madison  Vvenue.  In 
New    N  oi  k   are   the   rep-   of   the   top   l\ 

stations;     thev     too    have    patterne  1 

their  patois  to  what  the  huvei  want-. 
Onlv    radio,    with    it-    3,600-odd 


SPONSOR 


27  AUGUST   1962 


tions,  has  not  been  able  to  conform. 
Even  the  top  10  reps  in  New  York 
have  trouble  training  their  stations 
to  fit  the  needs  of  the  advertising 
community. 

"Among  broadcasters,  especially 
radio  men,  its  always  the  other  op- 
erator that  is  at  fault,  never  himself. 
Television  stations  learned  to  fit  their 
independence  and  individuality  into 
the  needs  of  their  customers.  Radio's 
need  for  dollar  data  can  be  the  open- 
ing radio  needs." 


tect  the  privacy  of  their  customers. 
The  SRA,  for  example,  is  on  record 
as  being  against  providing  this  in- 
formation: yet  some  members,  as  do 
some  stations,  do  provide  it.  But 
there  is  no  overall  pattern. 

Two  things  are  certain.  Just  about 
a  year  ago  the  Broadcast  Media  Com- 
mittee of  the  4As  met  with  the  SRA 
and  RAB.  The  Committee  said,  in 
essence,  "There  is  a  great  need  for 
more  complete  data  than  is  being 
provided.      Some     stations     provide 


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REPORT  I 


JIM  BOERST  purchased  Rorabaugh's  radio  report  in  1954,  issued  it  until  I960  as  the  Spot  Radio 
Report.  His  Executive  Radio  Research  Serv.  now  does  dollar  data  studies  tor  agencies,  advertisers 


Typical  of  the  individuality  of 
radio  operators  is  their  reaction  to 
agency  queries  for  competitive  in- 
formation. Thus  it  is  not  unusual 
for  an  agency  with  a  beer  account 
to  ask  stations,  "How  much  beer 
business  have  you  had  in  the  last 
quarter?  By  brand  in  terms  of  sched- 
ule or  expenditure?" 

Some  stations  provide  partial  an- 
swers, some  provide  none.  Some  feel 
the  agency  is  taking  an  unfair  ad- 
vantage;  others  that  they  must  pro- 


more  information  than  others,  not 
all  of  it  is  the  same,  most  do  not 
provide  enough,  and  compared  with 
magazines,  newspapers,  and  tele- 
vision there  is  not  enough  material 
for  agencies  to  really  understand 
radio.  Work  with  us  in  setting  up 
a  joint  venture  that  will  benefit  all 
of  us." 

The  SRA  and  the  RAB  polled  its 
members  and  came  back  with  a  nega- 
tive answer.  It  was  too  expensive  a 
research  effort! 


The  second  known  fact  is  that  four 
different  attempts  have  been  made 
to  gather  definitive  data.  Each  of 
these  has  failed  for  lack  of  station 
support.    A  fifth  is  now  in  operation. 

The  first  of  these,  going  back  to  the 
he)  day  of  network  radio,  was  the 
PIB's  dollar  data  on  radio  network 
billing  by  advertiser  and  product 
categories.  These  reports  were  dis- 
continued in   1955. 

Then  there  was  N.  C.  Rorabaugh's 
National  Radio  Record  service  started 
in  July  1939.  With  the  cooperation 
of  all  19  radio  stations  in  the  New 
York  Citv  market  this  provided  dollar 
data  in  network,  spot,  and  local  bill- 
ing by  advertiser,  by  brand,  length  of 
program  or  announcement  and  time 
of  broadcast. 

That  first  issue  was  the  last  one. 
Each  cooperating  station  received  a 
free  copy  of  the  report  and  would 
neither  cooperate  nor  subscribe  the 
next  time,  even  though  the  agencies 
were  willing  to  subscribe. 

B)  1940  Rorabaugh's  Radio  Record 
was  a  straight  agency  service  activity 
called  Spot  Radio  Advertising.  It 
was  also  handicapped  by  a  chronic 
inability  to  get  full  advertiser  cooper- 
ation in  releasing  schedules. 

B\  1954  Rorabaugh  moved  into 
tv  and  sold  his  radio  report  to  James 
Boerst.  whose  Executive  Radio  Re- 
search Service  published  the  Spot 
Radio  Report  until  1960.  Again  a 
lack  of  cooperation  and  support  was 
responsible  for  the  demise. 

Meantime,  in  1953  the  Broadcast 
Advertisers  Reports  started  monitor- 
ing radio  stations  in  12  markets.  Thev 
taped  off-the-air  and  provided  a  com- 
mercial roster  of  every  station,  cross- 
referenced  by  advertiser  and  by  sta- 
tion. By  1960  BAR  was  out  of  radio 
and  into  television  because:  a)  the 
stations  wouldn't  subscribe;  M  as 
the  number  of  radio  stations  in- 
creased it  became  more  costly,  thrice 
as  expensive  to  monitor  radio  as  tv: 
and  c)  radio  sales  people  were  not 
as  effective  with  the  use  of  BAR  re- 
ports as  their  counterparts  in  tele- 
\  ision. 

In  Eos  \ngeles,  in  1958.  a  group 
of  station   men   at   a   meeting   of  the 


28 


M'ONSOR 


27  august  1962 


Southern     California      Broadcasters 

Assn.  decided  that  lhe\  needed  dollar 
data  ahout  their  market.  I  he\  agreed 
to  send  to  a  certified  public  account 
each  month  their  national  and  local 
hilling  figures.  The  accountant  would 
prepare  a  total  and  give  each  con- 
tributor a  copy.  Thus  ever)  station 
know   how   his  own  station  was  doing 

in    comparison    to    the    rest    of   the 

Los   Angeles  market. 

Each  station  paid  $24  a  year  for 
the  service,  filed  figures  back  to  1955, 

SO  that  a  realistic  background  of  in- 
formation could  be  compiled.  \ 
group  of  competition  in  the  same 
town   were    working    together    for   the 

benefit  of  all.  Eleven  stations  now  co- 
operate and  each  benefits.  The  in- 
formation is  not  used  competitively 
but  is  used  effectively  internally. 

Meanwhile,  the  agencies  turned  to 
Jim  Boersl  and  his  Executive  Radio 
Research  Service  to  get  the  answers 
to  their  competitive  product  questions 
ahout  stations.  Today  these  surveys. 
made  with  agency  support  and  station 
cooperation,  are  80',  effective,  but 
the  information  is  never  available  to 
the  stations. 

In  1056  the  SRA,  using  its  Gross 
Rilling  Estimate  Reports,  which  are 
prepared  by  Price  \\  aterhouse  using 
data  provided  h\  the  rep  firms,  pub- 
lished the  first  comprehensive  dollar 
data  report  in  33  different  categories. 
Rut  here  again  it  was  a  case  of  lack 
of  full  cooperation  on  the  part  of  the 
participants  and  these  figure-  soon 
fell  out  of  favor. 

Finallj  in  1000  a  radio  time  sales- 
man, who  had  heen  a  station  opera- 
tor and.  as  he  put  it.  "was  hurting 
for  information  ahout  his  product." 
devised  a  report  that  was.  "strictlj 
for  use  as  a  sales  and  program  tooj. 
1  m  not  a  researcher  and  there's  noth- 
ing slide-rule  ahout   my  report." 

The  report  is  "Metro  Monitor,"  pub- 
lished weekly  for  the  New  York  mar- 
ket. MM  covers  the  top  eight  stations 
in  the  market  from  7  a.m.  to  11  p.m.. 
Monday  thru  Friday.  It  lists  each  ad- 
vertiser, each  spot,  and  each  record- 
ing. >ix  stations  subscribe  and  get 
the  report  each  Monday  morning. 
Each  report  lists  five  of  the  eight 
stations,  and  swings  one  station   in. 


another  out.  each  week.  Thus  by  the 
end  of  eight  weeks  all  eight  stations 
have  heen  fully  covered,  so  every  suh- 


evidenL   Thai  radio  would  benefit  by 

providing  it  i»  also  apparent.     How  it 
might  he  done  and  h\    whom  and  at 


HP 


This  is   Los  Angeles  dollar  data 


INDEX    OF     TOTAL    REVENUES 


420 
400 
38  0 
J60 
34  0 
320 
300 
280 
260 
240 
220 
200 
I  80 
160 
I  40 
120 
i  00 
80 
60 
40 


I960 


1961 


1962 


JFMAMJ  JAS0NDJFMAMJ  JASONDJFMAMJJASONO 


NATIONAL    REVENUES 


LOCAL   REVENUES 


IN  LOS  ANGELES  cooperating  stations  send  billing  to  a  CPA;  receive 
market  totals.  Chart  of  market  totals  (solid  line)  and  individual  station 
totals    (dotted   line)   shows  how  individual  stations  use  this  information 


scriher  knows  what  has  happened  in 
his  market  last  week. 

That  the  huver  wants  dollar  data  is 


what  expense  will  he  Part  Two  of  this 
SPONSOR  special  report.  It  will  appear 
in  the  next  issue.  ^ 


SPONSOR 


27  AUGUST   1062 


20 


DURING  trial  run  of  Colgate-Palmolive's  Choice  face  soap   (featured   in   three    formulae)    three    'live    replicas'   with    local    acceptance    in    their 
towns   visited   supermarts   where   they   distributed    booklets,   toured   the   city   in   Choice   colored    cars   and    made    appearances   on    local    tv   stations 

RADIO/TV  TEST  MARKETS  '62-'63 


^    Among  significant  changes  in  test  marketing  today 
is    growth    of    larger    market    and    geographical    area 

^    Station  reps  engaged  in  big  campaigns  to  increase 
nsr   of   broadcast    media    for    testing    of    new    products 


I  here   is   mounting   evidence    that 

the  broadcast  media  are  undeniahlv 
among  the  significant  "sink  or  swim 
bodies  <>f  water  iii  which  to  evaluate 
sales  potential  of  new  products  and 
marketing  >lratet:ics.  Station  reps,  in 
particular,  are  pointing  up  the  im- 
mense value  of  broadcasting  in  test 
in, ii keting  techniques. 

"\\  e  have  know  n  main  .  mans  in. in 
iifai -hii' -i-  In  spend  too  little  for  test- 
ing but  we  have  never  known  a 
single  manufacturer  to  spend  too 
much,"  \iilmi  C.  Nielsen,  chairman 
of     \     (  .    \ielsen    Co..    observed    re- 


centh  .  Speaking  on  the  same  subject. 
Leo  Burnett,  chairman  of  the  board. 
Leo  Burnett  Co.,  noted  that  "the  pub- 
lic does  not  know  what  it  wants  and 
that  there  is  no  sure  way  of  finding 
out  until  the  idea  is  exposed  under 
normal  conditions  of  sale." 

In  the  opinion  of  the  Nielsen  or- 
ganization,  which  has  been  conduct- 
ing extensive  marketing  tests  on  new 
products,  improved  products,  product 
packaging.  consumer  advertising, 
store  displays,  sampling,  couponing, 
factorv    packs    and    other    aspects    of 

marketing  change,  there  are  some  20 


vital  steps  to  successful  test  market- 
ing in  today's  highly  competitive  ap- 
peal to  the  American  consumer. 

If  management  is  to  derive  full 
v  alue  from  market  testing,  it  is  neces- 
sary to  1  I  decide  on  the  primary  pur- 
pose of  the  test;  2)  plan  ahead;  3) 
set  test  goals  based  on  the  over-all 
marketing  plan;  4)  seek  the  facts:  5) 
benefit  from  comparative  testing:  <>i 
profit  from  professional  advice;  7) 
select  representative  test  areas:  8)  em- 
plov  proper  research  procedures:  ()  I 
establish  a  test  base:  10  I  follow  com- 
petitors share  of  market;  11)  wel- 
come exposure  to  competitive  retalia- 
tion during  the  test:  12)  examine 
retailer  cooperation  and  support;  13) 
wait  for  repeat  sales  after  the  initial 
purchase:  111  coordinate  advertising 
and  promotion;  15)  avoid  over- 
advertising  or  over-promotion  during 
the  test;  16)  evaluate  all  possible 
sales-influencing    factors:    17>    avoid 


30 


SPONSOR 


27    AUGUST    1 062 


interference  with  tin-  test  once  it  is 
launched;  1 1 » •  adjust  test  findings  t<> 
changes  which  occur  during  the  tesl 
interval;  l'-M  allow  the  tesl  to  nm  it- 
course  and  2()i  use  a  tesl  marketing 

Service  whose  methods  s|>ell  accural  \ 

and  reliability . 

Blair     relevision    Companies    this 

month  released  a  new  hooklet  outlin- 
ing its  marketing-media  consumer  re- 
search service.  This  service  is  avail- 
able on  Blair-represented  stations  and 
is  administered  under  the  supervision 
of  Ward  Dorrell.  vice  president  in 
charge  of  research  of  Blair  Television 
Companies.  The  Blair  Test  Market 
Plan,  more  familiarly  known  a-  TMP, 
is  available  in  anyone  of  ">2  Blaii -I  \ 
and  Blair  Television  Associate's  sta- 
tions and  during  the  past  four  \ears 
has  been  used  1>\  advertisers  and 
agencies  in  virtual!)    all  of  these  mar- 

kets  for  measuring  spot  t\  effective- 
ness. 

Dorrell   told  SPONSOR   that   to   date. 

115  plans  have  been  completed  test- 
in-  eopv  approaches,  schedule  strat- 
egy and  effectiveness  of  announce- 
ments \s.  programs.  "TMP  is  qualita- 
tive," Donell  declared.  "It determines 
the  audience's  share  of  mind  rather 
than  just  share  of  audience.  The 
l\ll'  technique  is  a  two-step  proced- 
ure calling  for  before-and-after  re- 
search and  can  he  done  by  personal 
interview    or  telephone  contact." 

According  to  Dorrell.  TMP  does 
not  necessarily  replace  the  advertis- 
ei  -  own  market  testing  plans  but 
rather  supplements  and  provides  an- 
other string  to  the  how  on  product 
and  media  testing.  TMP.  in  Dorrell'- 
opinion,  provides  an  awareness  to  the 
advertiser  and  agencv  of  the  accept- 
ance of  a  new  product  and  successful 
means  for  placing  it  before  the  pub- 
lic He  said  one  market  ina\  he  used 
or  a  multiplicity  of  markets.  As 
main  as  I")  markets  have  been  used 
l>\  one  advertiser,  Dorrell  said. 

IMP  may  he  used  to  measure 
brand  awareness,  sales  results,  proper 
approach  to  copy,  acceptance  of  a 
new  product,  effectiveness  of  differ- 
ent media,  one  spot  tv  technique  \  -. 
another,  corporate  image  of  the  cam- 
paign, impact  of  copy  and  packaging 
appeal. 

IMP  has  been  used  by  such  large 
firm-  a-  (General  Foods,  Colgate- 
Palmolive.   B.   F.   Goodrich.   General 


Mills,  Ma,,, laid  Brands,  J.  B.  Wil- 
liam-. Bristol-Myers,  Lestoil  Prod. 
in  t-.    I'.    Lorillard    Co.,    Studebakei 

(  "i  p..  I  nioii  (  ai  bide,  Philip  Moi  i  i-. 
and  main  other-.  Donell  -aid  that 
IMP   wa-  a   "foolproof"   wa\    of  test 

ing  tl ftectiveness  of  a  tesl  market 

tv  campaign,  moreover,  without  a 
cash  outlay  for  research.  TMP,  he 
c\|ilained.  involves  no  expense  in 
agency  or  to  advertiser  other  than 
normal  media  costs. 

Indication-  are  that  the  range  ol 
test  sites  are  being  widened  constant- 
ly. True,  one  see-  a  hardcore  of  cities 
listed  year  after  year  as  favorite-  I'm 
le-t  marketing,  hut  in  recent  times 
there  has  appeared  valuable  research 
information  from  station  reps  and 
other  interested  parties  making  the 
point  that  the  li-l  of  test  markets 
should  he  widened  and  offering  valid 
reasons   for  so  doina. 

In  an  effort  to  make  some  advertis- 
ers and  their  agencies  aware  that 
there  are  some  other  "natural  test 
market  buys"  around.  The  Kat/ 
Agency  is  aboul  to  release  a  carefully 
prepared  document  on  present-day 
test  markets. 

We  have  had  an  increasing  num- 
ber of  questions  about  test  markets 
and  test  marketing  from  the  televi- 
sion salesmen  at  The  Katz  Agency," 
Kenneth  Mills,  associate  director 
of  research  and  promotion,  told 
SPONSOR  la-t  week.  'To  better  equip 
them  to  answer  these  question-  when 
tossed  at  them  by  advertisers  and 
agencies,  we  undertook  to  compile, 
for  markets  in  which  there  is  a  Kal/- 
represented  television  station,  data  on 
some  of  the  basic  test  marketing 
criteria." 

Mills  and  his  colleagues  at  The 
Kat/  Vgency  believe  they  have  pro- 
duced a  useful  tool  in  evaluating,  for 
test  market  purposes,  both  these  mar- 
ket- and  the  media  available  in  them. 
Mills  said  the  compilation  Mas  ar- 
rived at  after  numerous  conversations 
with  marketing  people  at  both  the  ad- 
vert i-er  and  agency  levels. 

'"We  are  hopeful  that  this  ie-t  mar- 
keting Study  will  give  Our  -ale-men 
-oine  valuable  ammunition  in  talking 
tesl  markets."  Mill-  declared.  "In  ad- 
dition we  would  like  to  think  that 
there  may  be.  for  advertisers  and 
agencies,  some  eye-opening  informa- 
tion   on   markets   not   usually    recoc- 


Station  rep 
execs  boost  test 
marketing  in 
active  broadcast 
media  campaigns 


STATION  representatives  are  providing 
valuable  ammunition  in  selling  test  markets. 
(Top)  Ward  Dorrell,  v. p.  in  charge  of  re- 
search, Blair  Television  Companies,  and  (be- 
low) Kenneth  Mills,  associate  director  of 
research    and     promotion,    The    Kati    Agency 


SPONSOR 


27  AUGUST  1962 


31 


nized  as  'natural  test  market  buys'." 
How  are  test  markets  selected?  The 
Katz  Agency,  after  many  interviews 
with  marketing  experts  at  national 
advertisers  and  agencies,  came  to  the 
conclusion  that  there  is  no  magic 
formula.  "In  fact,  there  seem  to  be 
as  many  formulae  as  there  are  mar- 
ket objectives,"  Mills  asserted. 

But  marketing  men,   according  to 


Mills,  agree  that  the  following  factors 
weigh  heavily  in  most  choices:  mar- 
ket (metro  area)  size,  market  typical- 
ity, market  isolation,  media  facilities 
and  media  balance. 

The  Katz  Agency,  in  this  compila- 
tion, sets  down  for  each  of  the  mar- 
kets in  which  there  is  a  Katz-repre- 
sented  tv  station,  some  of  the  more 
important  criteria   used.  The  tabula- 


tion is  divided  into  three  parts:  Part 
I  entitled  "Metro  Area  Market  Data" 
includes  tables  showing  total  popula- 
tion, total  households,  percentage 
breakdown  of  households  by  income 
groups,  effective  buying  income  per 
household,  total  retail  sales  per  house- 
hold, total  retail  sales  as  percentage 
of  effective  buying  income,  food  store 
sales  per  household,  number  of  food 


Major  national  companies  using  two  spot  television  markets 


Brand 


1st  quarter  1962 


1st  quarter  1961 


American  Chicle  Co. 
American  Home  Products  Co, 


Beecham  Products,  Inc. 

John  H.  Breck,  Inc. 
Bristol-Myers  Co. 

Carter  Products,  Inc. 
Colgate-Palmolive  Co. 

Food  Mfgrs.,  Inc. 
General  Foods  Corp. 


General  Mills,  Inc. 
Gillette  Co. 


Coughets — Cincinnati,  Spokane 


Children's  Anacin — Sioux  City,  Iowa;  Columbia, 

S.  C. 
Chef  Boy-Ar-Dee  Beefaroni — Baltimore,  Providence 
Melody  Line  fabric  brightener — Omaha,  Columbus, 

Ohio 
Wizard  deodorizers — Fresno,  Tulsa 


Eno  Effervescent — Wichita,  New  Orleans 
Silvikrin  shampoo — New  Orleans.  Albuquerque 

Breck  stroke  &  color— Phoenix,  Evansville 


Decongel — Evansville,  Columbus,  Ohio 

LBQ— Denver,  St.  Louis 

Softique  bath  oil — Atlanta.  Kansas  City,  Mo. 


Colonaids— Evansville,  Ft.  Wayne 
Ad  Tabs— Portland,  Me.;  Dayton 


A-l  candy — Boston,  Dallas 

Petitte  candy  bar — Baltimore;  Lincoln,  Nebr. 


Brim  breakfast  drink— Albany.  N.  Y.:  Columbus. 

Ohio 
Kool  Aid — Honolulu,  Meridian 
Sanka  instant  coffee — Watertown,  N.  Y.;   Belling- 

ham,  Wash. 
SOS  soap  pads— New  York,  Philadelphia 
Twist  powdered  drinks — Denver,  Syracuse 


Safflower  Oil— Syracuse,  Columbus 
Betty  Crocker  pancake  mix — Sacramento,  San 
Francisco 


Paper-Mate  pens — Baltimore,  Cleveland 


Chiclets — New  York,  Philadelphia 


Bisodol — Columbus,  Ohio.;  Houston 
Sleep  Eze— Wichita;  Charleston,  W.  Va. 


Cashmere  Bouquet  soap— New  York,  Cleveland 

Vam  hair  tonic — Kansas  City,  Oklahoma  City 

Vel  soap  powder— Kansas  City,  Mo.;  Johnstown,  Pa. 


Jello  gelatin  dessert — Philadelphia,  Dallas 

Jello  pudding,  pie  filling — Watertown,  N.  Y.; 
Bellingham,  Wash. 

Rally  dog  food— Watertown.  N.  Y.j  Bellingham, 
Wash. 

Sanka  instant  coffee— Watertown.   N.  Y.:   Belling- 
ham, Wash. 


Bisquick — Denver,  Buffalo 

Danish  sweet  rolls — Baltimore,  Norfolk 

Gold  Medal  flour — Louisville.  New  Orleans 


VSolirrr    T\It 


SPONSOR 


27  august  1962 


stores,  percentage  of  food  volume  bj 
chains,  percentage  of  food  volume  1>\ 
leading  chain,  drug  Btore  sales   per 

household  and  number  of  drug  Stores. 
Part  II  of  the  kat/  Vgencj  com- 
pilation  is  concerned  with  data  on  i\ 
coverage,  rates,  etc.,  and  presents  t\ 
stations  represented  by  Katz.  tv  homes 
in  total  market  area,  highest  20- 
second   rate   in    market,   market  rost- 


per- 1,000,  concentration  ol  i\  circula- 
tion  and  penetration   from   " < »n t - i<  1« - 
i\  stations. 

Part    III    li>t-    local    media:    t\    -la 

tions,  radio  station.-  ami  newspapers 
There  is  one  market  to  a  page.  Tv 
stations  are  broken  down  by  call 
letters,  channel  and  network;  am  ra 
dio  by  call  letters,  trequenc)  and 
powei  :  newspapers  bj  title  and  pub- 


lication    -<  hedule,     cir<  illation     and 
availability  of  l><  >l'  i  oloi . 

Although  Borne  ad  agency  market- 
ing development  i  bieftains  regard  big 
cities  as  too  expensive  for  testing 
purpose-  ami  in  -mne  instance  as 
"freakish"  insofai  as  results  are  con- 
reined,  there  has  been  nevertheless 
a  marked  tendency,  sponsor  editors 
i  Please  turn  to  jKige  50) 


as  "test  tools"  for  their  new  brands  and  products 


Brand 


1st  quarter  1962 


1st  quarter  1961 


Kellogg  Co, 

Lestoil  Products,  Inc. 
Lever  Brothers  Co, 


Miles  Laboratories,  Inc. 
Noxzema  Chemical  Co. 
Pharmacraft  Labs. 
Pillsbury  Co. 

Procter  &  Gamble  Co. 

Ralston-Purina  Co. 
Simoniz  Co. 

Sterling  Drug.  Inc. 

Warner-Lambert  Pharma.  Co. 


Gold  Medal  spaghetti — Chattanooga,  Knoxville 


Sparkle  &  Pine— Detroit,  Scranton 


All  Handy  Pack— Ft.  Wayne,  Toledo 

Hum  detergent — Jacksonville;  Harrisburg,  Pa. 

Lifebuoy  soap — Honolulu.  St.  Louis 

Lucky  Whip — Cleveland,  Youngstown 

Swan  liquid  detergent— Honolulu.  Bellingham 


Miles  after-shave  lotion — Rockford,  III.;  Ft.  Wayne 
Cover  Girl  make-up— Ames;  Binghamton,  N.  Y. 
Fresh  Deodorant— Los  Angeles.  Boston 


Nine  Flavor  cake  &  frosting— Washington;  Colum- 
bus, Ohio 
Pie  Crust  Mix — Washington,   Baltimore 


Pert  shampoo — Denver,  Nashville 

Thrill   liquid   detergent— Buffalo,   Seattle-Tacoma 

Whirl  liquid  shortening — Wichita,  Youngstown 


Cat  Chow— Ft.  Wayne.  Spokane 


Tone  Furniture  Polish— Honolulu,  Toledo 


D-Con  insecticide— Charleston.  W.  Va.;  La  Crosse. 
Wis. 


Formula  S — Omaha,  Syracuse 

Listerine  Dentifrice— Birmingham,  Ala.;  Johnstown, 

Pa. 
Oculine  eye  pads— Ft.  Wayne,  Knoxville 


Gold  Medal  noodles — Tucson,  Los  Angeles 
Gold  Medal  spaghetti— Roanoke,  Bluefield 


Spry— Buffalo,  Philadelphia 

Starlite  shampoo — Indianapolis,  Syracuse 


Casserole  Mix — Davenport;  Utica.  N.  Y. 
Hot  Roll  Mix— Rockford;  Utica,  N.  Y. 
Pancake  Mix — San  Francisco;  Utica.  N.  Y. 


American  Family  detergent— Chicago,  Rockford 
Lilt  shampoo — Louisville,  Ky.;  Wilkes  Barrie,  Pa. 
Whirl  liquid  shortening— Great  Bend,  Kans.; 
Wichita 


Calorid — Los  Angeles;  Columbus.  Ohio 
Dr.  Caldwell  cough  syrup — Jackson.  Tenn.;  Odessa, 
Tex. 


SPONSOR      •      27   AUGUST    1962 


33 


CONDUCTING  a  final  taste-test  on  H.  J.  Heinz  Company's  baby  food  line  which  has  been  cooked  by  a  new  patented  process  (using  steam)  are 
four  of  the  firm's  chief  executives  (I  to  r):  B.  D.  Graham,  executive  vice  president-U.S.;  Frank  Armour,  Jr.,  president;  Henry  J.  Heinz  II,  chairman 
of  the  board,  and  C.  L.  Rumberger,  vice  president,  research  quality  and  control.  New  process  cuts  cooking  time  from  30  minutes  to  less  than  5  sees. 

Spot  tv  adds  variety  to  Heinz  buy 


^    Spot  tv,  used  for  first  time  on  behalf  of  baby  food 
line,  gets  40%  of  $2.5  million  budget;  net  tv  gets  20% 

^    Spot  buy— prime  time  on  62  stations  in  27  markets- 
is  designed  to  extend  reaeh  to  both  consumer  and  trade 


I  he  II.  I.  Heinz  Company's  five- 
monlli.  multimillion-dollar  advertis- 
ing campaign  which  began  in  May 
-on  behalf  <>f  its  new  steam-locked 
cooking  process  and  new  label  for  its 
117  baby  foods,  will  reach  a  peak 
efforl  within  the  next  few  weeks, 
combining  the  use  of  eight  NBC  TV 
daytime  programs,  prime-time  spot  i\ 
(being  used  fot  the  first  time)  on  02 
stations  in  27  top  markets  through- 
out lli'  COUnti  \  :  foiir-coloi  spreads 
in  17  women's  interest  magazines, 
man)    of   which   are   sold    in   super- 


markets, and  newspapers  in  selected 
markets. 

The  huge,  three-media  effort 
i  trade  sources  indicate  the  total  cost 
i-  aboul  $2.5  million,  of  which  $1.5 
million  i*  allocated  to  tv  I  will  also 
tell  new  mothci  s.  \  ia  a  nations  ide 
program  of  direct  mail  ami  mater- 
nitj  hospital  mailings,  how  the 
"technological  breakthrough  in  food 
processing'  will  benefit  them  and 
their  babies. 

Claiming  that  the  "nutrition- 
guarding"      cooking      process      for 


Heinz5  bab)  food  line  "deserves  all 
the  support  we  are  putting  behind 
it."  Heinz  president  Frank  Armour, 
Jr.,  explained  that  "the  process  is  the 
final  result  of  several  years  of  steady 
research  and  recipe  collaboration  be- 
tween Heinz  scientists,  chefs,  and 
process  engineers. 

"W  ith  this  new  patented  process, 
he  continued,  "cooking  is  done  with 
a  compact,  continuous  pressurized 
flow  of  food.  Each  individual  par- 
ticle of  food,  the  food  technologists 
explain,  is  suspended  in  and  sur- 
rounded bj  steam  for  just  the  in- 
stant  required  for  its  proper  cook- 
ing. .  .  .  This  pares  the  total  cook- 
ing time  from  25  to  .'!(»  minutes  to 
1 1 1  'in  a  fraction  of  a  second  to  five 
seconds."  The  Food  is  then  sealed 
without  dela)  in  jars,  except  for  11 
juices  which  are  canned. 

'The   main    reason    for    going    into 


34 


SPONSOR 


27  august  1962 


spot  tv,  and  prime  time  al  that,  was 
to  supplement  our  (Heinz)  daytime 
reach  on  our  regular  network  tv  pro- 
grams," according  to  account  execu- 
tive Rod  Burton  of  Maxon,  Inc.  (De- 
troit), which  handles  Heinz'  adver- 
tising. 

Burton  explained  that  Nielsen  (in- 
ures show  that  the  Heinz  daytime 
commercials  reach  one-half  of  the  t\ 

homes  in  the  I  nited  States  on  a 
four-week  basis.  In  addition  to 
reaching  more  new  mothers,  lie  add- 
ed, the  spot  tv  buy  provides  a  dra- 
matic introduction  of  a  new  product 
improvement  and  new  package  to  the 
consumer  and  to  the  trad.-. 

For  this  reason.  Burton  explained, 
the  spot  t\  budget  was  apportioned 
40%  of  the  whole,  roughly  speak- 
ing, while  network  l\.  magazines, 
and  newspapers  received  20%   each. 

The    network    buy,    which    extends 

from  early  morning  to  mid-after- 
noon, includes  First  Impression. 
Concentration.  Pl<n  )  our  Hunch. 
Truth  or  Consequences.  Lorettti 
Young,  Price  Is  Right,  Here's  Holly- 
wood,  and  Father  Knows  Best. 

Jim  Gordon.  Heinz  advertising 
manager,  said  that  the  company  gets 
from  four  to  fi\c  one-minute  com- 
mercials a  week  on  the  eight  NBC 
T\  shows  on  behalf  of  babv  foods. 
Approximately  eight  minutes  are  de- 
voted to  other  Heinz  products. 

On  spot,  about  six  20-second  mes- 


-a^es  are  aired  a  week  mi  each  of  the 
(>2  stations,   he  said. 

"Of  course,  it's  much  too  early  to 
gauge  consumer  reaction  to  the  spot 
campaign,"  Burton  said,  "but  a  tour 
of   21    of   the   27   spot    markets   shows 

that  the  spot  u  campaign  ha-  been 
received    favorably     bj     the    'Heinz 

family'    in    those    cities.     We've    had 

good  reaction." 

In    addition    to    the    network    and 

spot  t\  activity,  a  three-month,  cross- 
country circuit  of  publicity  appear- 
ances on  t\  stations  is  being  made 
by  Miss  Mice  ^  akulis,  nutritionist 
and  bab\  food  counselor.  The  sched- 
ule was  arranged  b\  Ketchum,  Mac- 
Leod &  Grove,  Pittsburgh  advertis- 
ing agency  which  handles  corporate, 
product-promotional  publicity  for 
Heinz. 

Heading  Last  soon.  Mi-s  ^  akulis 
already  has  appeared  on  tv  programs 
in  Pittsburgh,  >>  oungstown,  Louis- 
ville. Columbus,  Kansas  Citv.  Day- 
ton, Cincinnati,  Memphis.  Nashville, 
and  St.  Louis. 

Miss  Yakulis  usually  appears  on 
women's  programs  during  the  day- 
lime.  Averaging  about  eight  minutes 
a  show,  she  describes  the  new  proc- 
ess but  emphasizes  nutritional  bene- 
fits, increased  retention  of  natural 
vitamins,  brighter  and  more  natural 
food  colors,  etc. 

She  has  also  represented  Heinz  al 
exhibits  at  the  recent    \merican  Med- 


ical  Wn.  convention  and  nurses' 
i  onventiens. 

\-  for  the  direct  mail  and  in-hoa 
pita!  mailings  aspect  of  the  cam- 
paign, a  new   package  with  .i  I klet 

was  mailed  for  the  first  time  in  June 
to  hospitals  all  ovei  the  country  in 
a  quantity  w  hich  is  expected  to  rea<  h 
a  majority  of  new  mothers.  (For 
competitive  reasons,  the  firm  would 
not  disclose  the  number  of  mail- 
ings. I  The  mailings  an-  sent  to  ho-. 
pitals  monthly;  along  with  raid-  ad- 
dressed to  hospital  officials  to  see 
that  the  packages  are  being  sent  to 
the  right  departments,  and  in  suffi- 
cient number. 

Each  package  contains  a  booklet 
listin"  the  ABC's  of  baby  feeding; 
premium  offers:  a  special  oiler  on 
baby  pans;  a  special  letter  to  the 
mother;  coupons  which  ran  be  re- 
deemed at  local  markets,  and  a  pro- 
motion leaflet  explaining  the  new 
process.  This  package  replaces  a 
booklet  which  had  been  -cut  to  hos- 
pitals for  the  past  three  years. 

The  direct  mail  campaign  began 
in  July  with  13.0(H)  mailings  to  pedi- 
atricians and  20.000  to  nurses 
throughout  the  country.  \  mailing 
usually  consists  of  any  of  eight  pieces 
of  literature  themed  to  prenatal  care 
of  the  mother  or  care  and  feeding  of 
the  infant. 

Presently,  the  booklet  in  this  group 
(Please  turn  to  page  52  I 


OLD  AND  NEW:  redesigned  label   (r)  features  a  new  'Heini  baby'  and  diminished  emphasis  on 
the     57-lceystone     logo    to     aid     consumer    shelf     identification.     Easy-serve     jar     also    is     new 


A  KEY  man  in  the  massive,  three-media  cam- 
paign    is     Jim     Gordon,      Heinz     adv.     mgr. 


STRAINED    V.^ 

FRUIT 

DESSERT     ^ 


SPONSOR 


27  august  1962 


35 


SAN   FRANCISCO'S  AD  WORLD 


^    125  Bay  Area  agencies  rack  up  $140  million  annual 
hillings  in   a  non-Madison,   non-Michigan   Ave.   climate 

^    Creativity,    western-style,     media-huying    keyed    to 
outdoor   living   are   typical    San   Francisco   trademarks 


W 


hats  the  ad  business  like  in 
San  Francisco?  Ask  that  of  any 
genuine  Bay  Area  booster  and  you're 
apt  to  be  greeted  with  a  spate  of 
C  h  a  m  b  e  r  -  o  f  -  Commerce-type  prose 
that  will  either  send  you  reeling 
speechless  back  to  Madison,  Michi- 
gan, and  other  typical  ad  alleys  of 
the  nation,  or  land  this  is  likely  too) 
will  have  you  chucking  your  job, 
packing  your  bags,  and  making  your 
get-away  to  the  Golden  Gate  by  the 
next  jet. 

That's  one  of  the  troubles  in  try- 
ing to  make  any  objective  assess- 
ment of  the  San  Francisco  advertis- 
ing scene.  So  much  local  pride,  re- 
gional pride,  and  13-state  western 
pride  persists  in  getting  in  the  way. 

Recently,  however.  SPONSOR  did 
attempt  a  modest  San  Francisco  "ad 
image"  survey.    Our  findings: 

•  The  Bay  Area  advertising  world 
is  an  entirely  different  kind  of  cos- 
mos than  that  found  in  any  other 
American  city,  including  Los  An- 
geles. 

•  Its  characteristics  are  influenced 
by  the  San  Francisco  cultural  tradi- 
tion, by  the  peculiarities  of  western 
living,  and  by  the  pioneer  qualities 
of  youthfulness,  friendliness,  open- 
ness, and  cooperation. 

•  It  demonstrates  an  extraordi- 
nary interest  in  advertising  club  and 
association  work,  certainly  more 
than  New  York  and  probably  more 
than  any   other  city  in  America. 

•  It  emphasizes  creativity  in  al- 
most ever\  phase  of  the  husine--. 
particularly  copy,  tv.  and  media  buy- 
ing. 

•  It  is.  in  itself,  a  ver\  substantial 
advertising  center  with  approximate- 
ly 12")  Ba\  Area  agencies  sharing 
over  $1  10,000,000  in  annual  billing-. 

Vmong  San  Francisco  agencies,  a 
number  are  branch  offices  of  New 
York  based  firms  (BBDO,  Y  W. 
\yer,  Y&R,  JWT,  Grey,  K&E,  IAN. 
C&W,  McE,  D-D-B.  FR,C&H,FC&B) 
which  handle  substantial  billings. 
Ihit  thej  no  means  overwhelm  the 
such  well-established  Wesl  Coast 
vlio|»  a-  Guild,  Bascom  X   BonfigH, 


36 


SPONSOR 


27   AUGUST    10()2 


ITS  PRIDE,  PATTERNS,  PEOPLE 


Honig-Cooper   \    Harrington,    John- 
son &  Lew  i-;  and  others. 

Competition  for  regional  business 
i?  very  intense  but  just  as  strongly 
attractive.  Carnation  Company, 
Hunt's  Pood  &  Industries,  California 
Packing,  and  Kaiser  Industries  are 
all  based  in  the  region.  Carnation 
ranks  64th  among  the  nation's  top 
100  sponsors  with  the  other  three  are 
licit  far  behind. 

Nationally-famous  coffee  trade 
names  Hills  Brothers.  Folger's,  MJH 

and      SikW .      heavv      advertisers      in 
broadcasting,  are  all  centered   in  San 

Francisco. 

I  he  nation's  leading  wineries,  big 
air  spenders  with  annual  budgets  to- 
taling over  $15  million,  are  in  the 
W  esl  and  carry  their  product  names 
coast-to-coast:  Gallo,  Guild,  Italian 
Swiss  Colony.  Christian  Brothers. 
Santa  Fe.  etc. 

Other  nationally-famous  brand 
names  based  in  the  West:  Sunkist, 
Dole  Pineapple.  Foremost  Dairies. 
Mattel  Toys,  Purex.  Squirt.  Star-kist 
Tuna.  Vic  Tanny's  Health  Clubs. 
Tidewater  Oil,  I.  S.  Borax.  S.O.S., 
Van  ('amp  Seafoods.  Contadina 
Foods,  and  Shick  Safetv  Bazors. 


I  In-  nation*  booming  electronics 
field  has  headquarters  concentrated 
in  the  San  Francisco-Bay  Vrea,  par- 
ticular!) in  Santa  Clara  and  San 
Mateo  counties.  And  on  the  heavy 
industry  side,  there  are  a  number  of 
multi-million-dollaj  advertisers,  nota- 
hl\  Boeing  of  Seattle.  Convair  of 
San  Diego,  Douglas  at  Santa  Monica 

and    Lockheed    of   Burbank. 

Spol  t\  salesmen  reaped  a  golden 
harvest  this  pasl  year  with  around 
Tito  advertisers  in  the  area  spending 
close  to  $60  million,  twice  the 
amount  obtained  b\  tv  networks 
from  the  same  clients.  Spot  radio 
tallied  $10  million,  while  network 
radio  totaled  slightly  over  $1.5  mil- 
lion. 

Honig.  Cooper  &  Harrington 
topped  the  agency  list  of  spot  tv  buy- 
ers, spending  S3.4  million  for  Clo- 
rox,  a  division  of  P&G.  and  $3.0  mil- 
lion for  United  Vintners'  Italian 
Swiss  Colony  and  Petri  Wines.  Oth- 
er advertisers  who  used  spot  tv  ex- 
clusiveh  in  the  broadcast  field  were: 
Gallo  Wines  ( BBDO I .  S2.8  mil- 
lion: Hills  Brothers  Coffee  (N.  W. 
Avert.  $2.7  million;  MJB  Coffee 
i  BBDO  l,      $1.5     million:      Folger's 


i  offee  ilBCMI  I,  $0.8  million;  S&\R 
Coffee  (D-D-B)  $0. 1  million;  and 
Foremost      Dairies      (GB&1  I,     $0.4 

million. 

Kaiser  Industries  I  i  &R  I  pul  their 
entire  ail  budget  of  $5.5  million  into 
network  t\.  Ralston  I  lereals  I  GB&F  I 
put  $5.5  million  into  network  l\. 
$0.6  million  into  9pots. 

San    Francisco    admen     see    their 

situation  .i-  essentialK  unique,  with 
such  factors  a-  the  city's  cultural 
heritage  and  the  necessity  of  accom- 
modating to  western  ways,  continu- 
ing to  mold  both  their  product  and 
image.  Harry  \.  Lee,  \.p..  JWT  and 
president,  San  Francisco  Chamber  of 
Commerce,  articulates  tin-  consensus: 

"It  is  natural  that  some  of  the 
man\  cultural  influences  of  San 
Francisco  and  the  peculiarities  of 
western  living  would  be  reflected  in 
the  advertising  created  here.  \lso, 
San  Francisco  agencies  place  consid- 
erable emphasis  on  creative  media 
planning  to  take  full  advantage  of  the 
living  habits  of  western   families. 

\nother  summary  statement  of  the 
"spreading"  Bay  picture  is  found  in 
this  commentary  b\  John  \V.  Davis, 
secretarv-treasurer   and   media   direc- 


illlllllllllllllilllllllllllllllllllllllllillllllllllllllllllllll IIIIIIIIIIKillllllllll Illlli 


minimi 


Four  of  San  Francisco's  top  advertising  leaders 


^A  * 


AD  LEADERS — (l-r):  Harry  A.  Lee,  v. p.,  J.  Walter  Thompson,  pres.,  SF  Chamber  of  Commerce;  Charles  R.  Stuart,  Jr., 
adv.  mgr.,  Bank  of  America,  president  SF  Ad  Club;  John  W.  Davis,  sec'y.-treas.  and  media  dir.,  Honig-Cooper  and  Har- 
rington,   chmn.,     Western     Region     of    4As;     Ray     Sweeney,    account     executive     KNBC,     president     San     Francisco     Junior     Ad     Club 


SPONSOR      •      27   AUGUST   1962 


tor   of   Honig-Cooper   &    Harrington, 
chairman,  Western  Region,  4As: 

"The  rapid  growth  of  the  West  has 
resulted  in  a  new  understanding  of 
the  differences  in  western  living.  Me- 
dia buyers  everywhere  have  had  to 
adjust  media  patterns  to  fit  such  fac- 
tors as  lower  daytime  television 
viewing  and  greater  use  of  car  ra- 
dios. While  these  differences  may 
present  a  problem,  they  also  offer  un- 
usual    opportunities    to    the    skilled 


media  researcher." 

Undertakings  such  as  the  annual 
"Best  In  The  West"  competition  give 
substance  to  the  claim  of  a  western 
affinity  and  direction.  Sponsored  by 
the  San  Francisco-headquartered  Ad- 
vertising Association  of  the  West 
(AAW).  which  has  24  member  or- 
ganizations in  the  Bay  Area  who  as 
a  group  may  be  said  to  form  the 
core  of  the  Bav  ad  business,  the  1962 
Denver-held  competition  received  en- 


What  San  Francisco  stands  for 

Among    prominent    admen    who 
have    helped   fashion    San    Fran- 
cisco's unique  advertising  image 
are  Charles  W.  Collier,  exec,  v.p., 
Advertising  Assn.  of  the  West  (I), 
and  John  H.  Hoefer,  pres.  and  bd. 
chmn.,     Hoefer,     Dieterich     and 
Brown.  From  interviews  with  them 
and  other  agency,  advertiser,  and 
media  executives,  SPONSOR  has 
put  together  the  following  list  of 
characteristics  which  seem  most 
typical  of  San  Francisco's  adver- 
tising climate.   The  list  is,  of  course,  in  no  sense  "official" 
nor  does  it  represent  the  personal  opinion  of  any  adman  in- 
terviewed.   It  aims   only  to  summarize   "what   makes   San 
Francisco  advertising  different." 


1.  Pride  in  San  Francisco  culture  and  traditions,  and  strong 
faith  and  belief  in  the  future  of  the  13  western  states. 

iiiiiiiiniiiiiiiiiiiiiiniiiiiiii in i iiiniiiii iimiiiiiiiiiiii inn minium ii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiinii minium n iiiimiimmiimiiir 

2.  Creative    advertising   copy,    influenced    by   the    western 
qualities  of  friendliness,  openness,  humor,  inventiveness. 


3.  Creative  media  buying,  particularly  in  the  development  of 
media  plans  to  fit  the  special  conditions  of  western  living. 

■iiiiiiiiirnttiiiiifttiiirtiiiiiiiiiittiiiiiiiiiiiiiiittfiiirifii]iiiitiffiniitiiiiiiiiftfviiittiiiiiiiiiifiiiiifittii<iiiiiiiirtiitiiiiiiiiiiitiiffiiiiii<)fiiiiiitTfiiiii*iiitiiiitrttiii>ttitinrifiiiiiiiitfiiiiiTtriiiiiiiiiinTni 

4.  Highly  expert  knowledge  and  use  of  tv  and  radio  spot  be- 
cause of  the  substantial  number  of  large  regional  accounts. 


5.    Strong,  well-supported  associations  and  clubs,  and  par- 
ticipation by  admen  in  many  types  of  civic  affairs. 


iiiiiiiiiiiiiiiiiiiiiiiiinii 


iiuiiiiniiiiiiiiiiiiiii:;: 


m 


tries  from  agencies  in  Alaska,  Ari- 
zona, California.  Colorado,  Hawaii, 
Idaho.  Montana,  Nevada,  New  Mex- 
ico, Oregon,  Washington,  Wyoming, 
Utah  and  British  Columbia. 

The  over  700-member  San  Fran- 
cisco Advertising  Club  picked  up 
the  tab  on  a  30-minute  technicolor 
motion  picture  depicting  the  people 
and  work  behind  31  winning  ads 
submitted  for  all  media  at  this  AAW- 
sponsored  competition.  Produced  by 
Joel  Goldfus  (  BBDO,  San  Francisco) 
and  filmed  by  Florence  and  Dick 
Fowler  (San  Francisco),  the  film 
was  a  feature  attraction  at  a  San 
Francisco  Ad  (Hub  luncheon,  the 
Sheraton-Palace  15  August,  presided 
over  by  Charles  R.  Stuart,  Jr..  presi- 
dent, San  Francisco  Ad  Club,  ad 
manager,  the  Bank  of  America. 

Prints  of  the  film  have  been  made 
available  and  interested  parties  may 
contact  the  AAW,  World  Trade  Cen- 
ter. San  Francisco.  The  onlv  charge 
is  the  cost  of  mailing. 

In  a  similar  type  venture,  the  San 
Francisco  Junior  Ad  Club,  a  100- 
member  adjunct  of  the  SF  Ad  Club 
for  ad  people  under  28,  headed  by 
Kay  Sweeney,  account  executive  at 
k\BC.  produced  at  their  own  ex- 
pense a  series  of  35mm  color  slides 
dedicated  to  advertising  and  entitled, 
UA  Better  Mouse  Trap." 

Provided  with  in-person  narration 
supplied  by  club  members,  the  slides 
have  been  shown  at  schools,  colleges, 
junior  colleges  and  at  various  clubs 
throughout  the  area  and  other  West- 
ern parts.  The  Junior  Club  follows 
ii|)  the  presentation  with  research 
into  student  and  organization  reac- 
tions. 

\-  if  not  to  be  outdone.  Bay  Area 
broadcasters,  combined  in  the  San 
Francisco  Radio  Broadcasters  Asso- 
ciation  and  beaded  this  year  by  El- 
mer Wayne  of  KUO.  produced  a  15- 
minute  tape,  "The  3  R's  Of  Bay 
\rea  Radio — Repeat.  Remember.  Re- 
act." for  advertisers  and  agencies. 
It  i-  also  available  free  of  charge  to 
similar  radio  groups  or  to  individual 
stations.  The  tape  is  accompanied  by 
a  complete  written  and  pictorial  pres- 
entation elaborating  on  the  tape's 
data. 

Charles     \\ .    Collins,    exec,    v.p., 
i  Please  turn  to  pope  50) 


38 


SPONSOR 


27  august  1962 


COMICS  UP,  MYSTERIES  DOWN 


^    Medical  dramas,  situation  comedies  lead  the  list  of 
shows   in   good    favor   with   sponsors,    public   this   year 

^    Suspense-mystery  shows  down,  others  remain  steady, 
TvQ  analysis  of  three  years  of  tv  programing  indicates 


■  logranis  on  tv  rise  and  fall  in 
favor  in  the  public  eye  a>  mysterious- 
ly as  dynasties  come  and  go  in  the 
scope  of  histoi  \ .  The  act  of  giving 
the  public  what  it  wants  is  iml  so 
easy,  for  the  public  itself  wants  some- 
thing different  each  year. 
That  something   different   is   what 

the  sponsor  seeks  to  find,  in  order 
that  he  may  continue  to  have  his 
finger  on  the  public  pulse.  How  does 
he  find  it? 

One  method  of  determining  which 
type  of  program  is  doing  well  is  to 
count  the  Dumber  ol  new  program- 
in  that  category  going  on  the  air  in 
a  particular  season. 

For  data  on  trends  in  program 
popularity  during  the  past  three 
years.  SPONSOR  went  to  TVQ,  the 
qualitative  tv  service  which  operates 
as  a  division  of  Home  Testing  In- 
stitute, Manhasset.  \.  Y.  TvQ  an- 
alyzes the  basic  appeal  of  programs 
for   its  clients,   to   agencies  and  tele- 


vision networks.  To  detect  trends. 
TvQ  charted  the  TvQ  scores  of  vari- 
ous program  categories  over  the  past 
three  t\  seasons,  1959-60,  1960-61, 
and  1961-62.    (See  table,  next  page.) 

Here  are  highlights  of  their  ohserva 
lions: 

•  Situation  comedies  have  been 
the  most  consistentlv  popular  type 
ol    new    show. 

•  Medical  dramas  have  been  such 
a  fantastic  success  that  thev  now  are 
a  category  of  their  own.  not  just  part 
of  the  ""drama  '  group. 

•  Next  year  will  witness  the  com- 
plete— if   not    necessarily    permanent 

collapse  of  what  was  once  a  health) 
trend.  1  here  isn't  one  new  suspense- 
mvsterv  -how  scheduled  and  the 
number  has  declined  steadily  in  past 
years. 

The  TvQ  analysis  is  based  on  the 
new  shows  which  are  on  the  air  as  of 
April  in  each  season.  These  include 
replacements,  -avs  TvQ.  regardless  of 


w  hen  thev  premiered.    I  be  Btud] 
eludes   new    -how-   that    left   the   aii 
before   Vpril. 

I  o  detei  mine  a  pi  ogram  -  popular- 
ity, I  v  Q  inter  v  iews  \  iewers  to  find 
out  1  i  whether  he  i-  familial  h  ith  a 
progi am  and  2),  it  so,  how  well  be 
like-  the  program.  Interviews  ari 
conducted    with    men.    women,    teen-. 

and  children,  so  that  TvQ  i-  able  to 

tell  how  much  of  a  role  each  group 
plays  in  the  success  of  television 
-how-. 

I  oi  example-,  the  firm  notes  a  vei j 
slight  increase  in  the  basic  appeal 
i  I'vO  -core- i  of  all  new  -how-  dur- 
ing  the  past  three  years.  However, 
the-  increase  seems  to  originate  al- 
most entirely  with  women,  who  ^a\c 
the  1961-62  season  new  -hows  an 
average  -core  id  _'T  compared  with 
21   for   1959-60  shows. 

Here  is  a  rundown  of  the  type  pro- 
grams IvU  ascertains  to  he  popular 
in   the  coming  season. 

Situation  comedies.  These  shows 
have  been  the  most  consistent!)  pop- 
ular type  of  new  program  for  the  past 
tew  seasons.  This  has  been  some- 
what justified,  says  TvQ,  by  the  slight 
year-to-year  increase  in  their  "Q" 
score.  However,  the  category  as  a 
whole  is  still  a  little  below  average 
in     appeal.      Onlv     the    women    have 


TvQ  observes  trends  in  three  program  categories 


STRONG    AND    WEAK    elements    in    programing    are    noted    in    three    program   calegor.e*.    Situation   comedies    (I)    continue   steady   popularity 
with     I  I    new    shows    oi    tap.     Dramas    are    up    this    fall    with    five    new    entries.     Hitchcock    endures,    but    no    new    suspense-mystery    shows    ahead 


SPONSOR 


27   \uglst  1962 


39 


gone  up  in  "Qs."  Men  have  re- 
mained level  in  their  opinions  and 
appeal  to  teens  and  children  is  down 
slightly  (see  chart).  Eleven  new  sit 
uation  comedies  will  debut  this  fall, 
Including  the  Lucille  Ball  Show. 

Dramas.  The  trend  is  definitely 
up  in  the  number  of  new  drama 
shows,  and  the  rising  level  of  appeal 
seems    to    justify    it,    TvQ    indicates. 


The  appeal  is  up  in  every  age  group. 
Five  new  drama  programs  are  to 
start  this  fall. 

Medical  dramas.  TvQ  has  sepa- 
rated medical  dramas  from  others 
because  they  have  been  such  a  fan- 
tastic success  they  would  distort  the 
analysis.  They  seem  well  on  the  way 
to  starting  a  trend  of  their  own,  with 
two    ones    scheduled    for    next    year, 


The    \urscs  and  The  Eleventh  Hour, 
both  one-hour  shows. 

Quiz  programs.  These  programs 
reached  their  highest  level  of  appeal 
for  the  three-year  period  in  the 
1960-61  season.  This  year  the  Qs 
for  these  programs  declined  in  all 
instances  although  three  new  pro- 
grams went  on  the  air — the  largest 
i  Please  turn  to  page  53) 


Comparison  of  new  programs  by  category  for  past  3  seasons 


New  evening 
network  programs 

Number  of 
programs 

Familiarity 

Total 
sample 

Adult 
males 

Average  TvQ 
Adult 
females 

Teens 

Children 

Adventure 
April  '60 

6 

47 

31 

29 

27 

23 

43 

57 

'61 

6 

43 

25 

23 

41 

45 

'62 

2 

36 

28 

20 

22 

43 

41 

'62-'63  season 

6 

Situation  comedy 
April  '60 

5 

52 

26 

18 

19 

41 

59 

•61 

12 

56 

27 

19 

22 

35 

53 

'62 

12 

50 

28 

18 

23 

38 

54 

'62-'63  season 

11 

Documentary  &  news 
April  '60 

1 

36 

39 

39 

42 

30 

35 

'61 

2 

28 

26 

32 

25 

11 

23 

'62 

3 

49 

34 

37 

36 

17 

26 

'62-'63  season 

1 

Drama 

April  '60 

1 

49 

20 

15 

23 

17 

16 

'61 

2 

40 

24 

21 

25 

27 

36 

•62 

5 

55 

27 

24 

27 

33 

36 

'62-'63  season 

5 

2 

64 

Medical  drama 
April  '62 

50 

38 

54 

60 

64 

'62-'63  season 

2 

Suspense-mystery 
April  '60 

9 

48 

31 

29 

25 

43 

44 

'61 

8 

47 

30 

28 

27 

41 

35 

'62 

4 

42 

29 

27 

26 

35 

37 

'62-'63  season 

none 
11 

48 

Western 

April  '60 

28 

26 

19 

41 

52 

'61 

4 

52 

27 
31 

29 

16 

39 

38 

'62 

1 

54 

25 

22 

38 

57 

'62'63  season 

3 

FAMILIARITY    column    represents    percentage    of    viewers    TvQ    interviewed    who    were    familiar    with    a     program.     The    average    TvQ,    total 
sample,   represents  the   percentage   of  those   viewers   who   are   familiar   with   a    program   and    indicate   that   this   specific    program    appeals   to   them 


Hi 


SPONSOR 


27  august  1962 


WHAT  TV  WILL  BE  LIKE  IN   1970 


^     Noted    ABC    news    commentator    Howard    K.    Smith 
evaluates    tv's    problems    and    predicts    some    changes 

^    News  and  public  affairs  will  grow  in  importance  as 
tv    explores    new    material    in    "the    world    of    reality" 


SECONDS    i  SERIES  on  the  future 

of  television,  this  article's  material 
MM  drawn  front  a  Hon  an!  K.  Smith 
News  and  Comment  telecast  on  ABC 
Tl  .  "The  Short  Hectic  Life  of  Tele- 
vision." In  his  telecast  Smith  evalu- 
ated the  problems  of  television  today 
and  suggested  its  role  in  the  future. 
Before  joining  ABC  news  in  Decem- 
ber 1961,  Smith  was  with  CBS  for 
20  years,  serving  as  chief  European 
correspondent  and  later  as  chief  cor- 
respondent and  manager  for  the  net- 
work's   Washington    Bureau. 


I  elevision  is  one  of  the  most  re- 
markable— and  frightening — features 
of  a  remarkable  time.  Today.  ('<>'( 
of    American    homes    have   television 


sets.  That  is  more  homes  than  have 
plumbing  or  telephones.  And.  the 
average  television  set  is  on  and  being 
watched  Eve  hours  a  day.  When  you 
consider  that  we  only  have  about  16 
waking  hours  of  life  each  day.  the 
American  people  are  devoting  nearly 
a  third  of  active  life  to  looking  at 
this  box.  Put  another  way.  in  the 
next  10  years,  the  average  Ameri- 
can will  devote  two  complete  \ears 
to  nothing  but  staring  at  the  tv 
screen. 

Ed  Murrow  once  called  the  medi- 
um "a  sword  rusting  in  its  scabbard 
during  a  battle  for  survival."  He  said. 
"Look  now;  pay  later"  should  be  its 
slogan,  for — he  went  on — we  shall 
paj  dearl)  in  future  years  to  come 
for  letting  it  insulate  us  from  the  de- 


':illll!!lllll!!l!llill!ll!ll!lllllllll!llllllllllllllllim 


manding  real  world  aboul  us. 

I  venture  the  conclusion  thai  t » - 1 « -  - 
vision    deserves    all     the    comment, 

-liid\.   and   criticism   it   ran   get. 

Iii  defense  <>f  television  it  should 
be  said  thai  the  medium  has  become 
the  nation's  whipping  1><>\.  Parents 
too  laz)   t"  discipline  their  children 

sa\  television  makes  them  ill- 
behaved.  Communities  unwilling  t" 
support    a    decent     police    force     fol 

their  growing  populations  blame  tele- 
\  ision  for  crime. 

In  criticism  of  television  it  should 
be  said  that  violence  i-  inexcusabl] 
excessive.  But  the  reallv  serious  criti- 
cism of  this  new  medium  is  that,  with 
the  American  people  watching  it  ti\> 
hours  a  day,  it  sets  the  spiritual 
climate  of  our  civilization;  and  that. 
unfortunately,  that  climate  i-  tend- 
ing towards  mediocrity. 

\\  h) .  then,  is  this  so? 

I  believe  that  the  chief  villain  i-  a 
circumstance.  That  circumstance  is 
the  alls  of  all  those  who  would  mis- 
use television,  and  the  eneniv  of  all 
those  who  strive  to  make  something 
worthwhile  out  of  it. 


■Ill 


Howard   K.   Smith   makes  predictions 

1.  The  average  American   will   probably  devote  two   of  the   next 
10  years  to  watching  tv. 

2.  To  satisfy  tv's  voracious  appetite,  more  and  more  films  will 
be  used,  even  drawing  from  Hollywood's  current  stocks. 


3.  There'll    be   a   complete   exhaustion   of   formula   themes   now 
being  used — such  as  cowboys  and  private  eyes. 

4.  News,   public  affairs,  and   drama   programs  will   improve  the 
most,  due  to  public  demand. 

5.  We  will  see  radically  new  and  different  types  of  programs. 

6.  Entirely  different  approaches  to  reporting  reality  will  be  de- 
veloped in  the  next  10  years. 


7.    Educational  tv  will  not  become  a  real  challenge  to  commercial 
tv.  I  think  it  will  come  slowly. 


8.  Pay  tv  will  be  able  to  compete  with  network  tv. 

9.  A  government  tv  system  (similar  to  BBC)  is  not  foreseeable. 


• 


SPONSOR       •      27    AUGUST    1962 


41 


"THERE  is  not  enough  ingenuity  or  talent  in  this  world  to  fill  all  the  time  tv  demands  with  good  material,"  said   hard-working   Howard  K.  Smith 


Far  and  away  the  chief  problem 
of  television  is  its  wildly  voracious 
appetite  for  subject  matter.  It  wolfs 
down  material  as  though  its  stomach 
were  a  bottomless  pit.  There  is  not 
enough  ingenuity  or  talent  in  this 
world  to  fill  all  the  time  tv  demands 
with  good  material. 

The  way  television  wolfs  down  ma- 
terial and  uses  up  people  is  a  perma- 
nent depressant  on  standards. 

That  problem  is  going  to  grow 
more  difficult.  At  present  television 
fills  out  considerable  lime  with  old 
movies,  drawn  from  the  years  when 
Hollywood  turned  out  several  hun- 
dred movies  a  year.  The  time  is  (inn- 
ing when  the  industry  will  have  to 
draw  on  Hollywood's  presenl  produc- 
tion of  feature  films     which  number 

Only  in  the  teens.    Thai  lime  ma\    well 

coincide  wilh  the  complete  exhaus- 
tion of  the  formula  themes  now  being 
used  and  over-used — like  cowboys 
and  | > r  ivate  eyes. 

Television  can  thus  look  ahead  to 
a  very  grave  crisis  of  subject  mallei. 


42 


That  is  the  problem.  Now.  we 
offer  a  possible  solution. 

There  is  one  branch  of  subject 
matter  that  renews  its  material  ever) 
day.  It  is  The  Wonderful  World  of 
Reality. 

There  is  more  real  gripping  drama 
on  the  streets  of  Birmingham.  Ala- 
bama and  New  York  City  every  day 
than  on  all  of  television's  soap 
operas  together.  There  are  more 
fascinating  miracles  being  wrought 
in  our  laboratories  and  factories  each 
da\    than   appeal    in   the  Bible. 

We  cover  the  real  world  with 
markedly  happy  results  already, 
still  in  a  primitive  way.  The  late 
afternoon  daib.  new-  programs  of 
the  three  networks  attract  a  total 
audience  of  from  twentj  to  fort) 
million   people. 

I  he  rise  "I  documentaries  in  re- 
eeni  years  has  produced  some  tele- 
\  ision  classics. 

bike  the  storj  of  the  struggle  in 
Portuguese  Angola,  an  \li('  White 
Paper     a  survej  of  conditions  which 


ma)  turn  Africa  into  a  keg  of  dyna- 
mite in  the  foreseeable  future. 

Or  the  report  on  the  "Okies"  of 
today's  America — the  migrant  work- 
ers— a  bold  CBS  Reports  document 
tar)    entitled   '"Harvest   of  Shame." 

Or  the  prize-winning  ABC  New- 
documentarv  entitled  "Walk  in  My 
Shoes,"  a  picture  statement  for  our 
90' <  while  people  of  what  it  is  like 
to  be  a  Negro  in  the  present-day  1  .  S. 

I'elev  ision's  greatest  hours  have 
already  derived  from  contact  with 
the  world  of  fact.  Its  fictional  dra- 
mas based  on  reality  have  been 
markedl)  more  absorbing  than  its 
oat-burners  and  private  dick  shows 
about  people  and  situations  that 
nevei  existed  or  could  exist.  I  mean 
plays  about  real  people  like  /'lay- 
house  90's  Stor)  about  the  union 
boss  who  rose  from  povert)  to  cor- 
rupted    power:     some     of     the      Inn- 

real    situations;    some   earl)    install 

ments    of    The    I  ntouchables    which 

were    dramatizations    of    real    events. 

lelevision  and  the  real  world  were 


SPONSOR 


27  Ai'crsT  1962 


meant  for  each  other.  I  he  crisis  of 
subject  matter  should  make  them 
■top  resisting  and  gel  married.  The 
proper    pre-occupation    of    mankind 

remains  Man-  but  it  has  to  be  real 
men — not  those  with  blanks  in  their 
guns  and  ketchup  <>n  their  shirts. 

Television  is  wearing  threadbare 
all  its  present  formulae.  The  crv  ing 
Demand  for  new  approaches  is  hound 
to  produce  quite  a  feu  new  ones.  1 
firmly  expect  entire!)  dilferent  ap- 
proaches to  reporting  realit]  over  the 
next  ten  years.  At  present  we  are  not 
extracting  either  the  drama  or  the 
meaning   from   events,   such   as   the 

death  of  \Iaril\n  Monroe  or  the  crisis 

of  the  Alianza  with  Latin  America. 
The  world  is  really  a  very  fascinating 
place  and  our  reporting  of  realities 
brings  out  onI\  about  20ro  of  the 
fascination,  and  our  drama  is  down 
to  aboul  '2'  i  .  It  seems  to  me  this  is 
hound  to  change.  Hut  it  is  in  the  na- 
ture of  new  things  that  it  is  haul  to 
foresee  exactly  what  thev  will  be. 

I  believe  tv  reporting  became  over- 
fa-cinated  with  pictures.  I  want  to 
restore  words  and  meaning  to  pic- 
ture-. Pin-  celebrated  dictum  that  a 
picture  is  worth  a  thousand  words  is 
not  true.  Rut  belief  in  it  has  led  to 
a  new  way  to  combine  words  and 
pictures.  Most  documentaries  today 
are  strictly  pictures  with  captions 
uttered  by  a  pleasant  or  authorita- 
tive voice,  with  some  bromide  to  tie 
the  knot  of  finalitv  at  the  end.  I  am 
trying,  and  one  day  expect  to  suc- 
ceed, in  restoring  the  combination 
of  words  and  pictures  and  opening 
people's  eyes  to  whole  new  aspects  of 
the  world  we  live  in.  Anyhow,  I'm 
trying.  I  hope  Hollywood's  influence 
declines.    It   is  a  formula   mill. 

But  there  are  already  changes, 
and  by  1()70  there  will  be  substan- 
tially more.  I  think  news  and  public 
affairs  reports  have  improved  con- 
siderably. I  think  corned)  and  musi- 
cal revues  (Swig  llong  li  it/i  Mitch, 
and  the  Garry  Moon-  Show  and 
main  others)  are  already  good.  Tv's 
weakness — which  has  been  growing 
perceptibly  worse  is  in  drama.  I  am 
not  sure  why  things  have  grown 
better  and  worse,  however. 

I  think  that  news  and  public  affairs 
have  the  best  chance  of  improving 
due  principally  to  demand.   The  criti- 


cal    over-consumption      oi      Bubjecl 

matter  will  draw  on  the  wold  of 
realit)    more   and    more   and   create   a 

challenge  that  may  be  highly  produc- 
tive. Drama  has  the  greatest  room 
for  improvement,  but  I  simply  can- 
nut  predict.  Its  weakness  is  doubt- 
less in  part  due  to  mixing  tried  for- 
mula- tn  gel  ratings  but  also  I 
think  it  may  be  deeper  than  that, 
no  one  have  ever  discovered  exactly 
whv  some  periods  in  history  have 
produced  great  literature  and  others 
have  been  barren.  Movies  are  pretty 
bad  these  days.  too.  Thev  strive  to 
be  odd  or  shocking  as  mtheNouveUe 
I  <rj,iic  of  European  movies.  In 
America  progress  is  limited  to  find- 
ing new  shapes  of  screen  and  longer 
hours  of  duration.  These  are  all 
symptoms  of  decline:  the  quality  of 
the  story  and  the  telling  of  it  are 
j iret t \  poor.  So  maybe  tv  is  just  the 
most  beat-up  of  drama  mediums  in 
a  time  when  all  are  in  poor  state. 

I  do  not  know  whether  pay  tv 
has  a  prospect  or  not.  I  suspect  it 
wont  make  much  difference.  If  it 
begins  to  turn  out  better  things,  the 
network-  will  cither  out-compete  it, 
or  else  they  will  buy  it  and  run  it. 
I  am  not  suggesting  that  this  is 
either  good  or  bad. 

One  false  charge  against  television 
is  that  it  has  killed  conversation. 
Frank  Lloyd  Wright  called  television 
"chewing  gum  for  the  eyes."  Mar- 
guerite Higgins  said  television  is  a 
case  "of  the  bland  leading  the  bland. "' 
Someone  else  said  "television  is  all 
for  the  eyes,  not  for  the  brain;  the 
next  generation  will  have  eyeballs  as 
big  as  canteloupes,  and  no  brain  at 
all."  On  the  contrary,  nothing  has 
brightened  and  enlivened  conversa- 
tion so  much. 

It  is  a  curious  view  of  human 
affairs  for  one  who  believes  circum- 
stances determine  so  much  of  history  . 
but  I  believe  that  you  get  good  tv 
when  a  good  and  strong  individual 
decides  to  make  something  good,  and 
over-rides  objections.  A  long  time 
ago.  William  Palev  used  to  be  such 
an  individual.  In  England,  the  in- 
fluence of  Sidney  Bernstein  of  Grana- 
da productions  is  a  parallel.  He  sim- 
ply decided  to  do  some  bold  programs 
(like     on     mercy-killing     whereof     I 


SPONSOR 


27  AUGUST  1962 


was  narrator)  and  would  not  listen  to 
warnings  that  thev  might  fail  mi 
offend.    So     the  networks  'in  outdo 

pav  tv  il  the  iikii  in  i  barge  have  the 
stulT  and  insist  on  doing  it  b. thi 

I  m  afraid  educational  tv  w  ill  not 
be   a    threat    to  Commercial    tv    either. 

Il  takes  considerable  money  to  do 
good  tv.  Educational  tv  ha-  not  got 
it.  I  think  it-  Future  m  ill  be  bIow  un- 
less it  understakes  some  trrific  show- 
case projects  that  cause  people  to 
begin  talking  aboul  il  |  "Say .  did  von 
see  that    job  the  educational  station 

did   the  other  dav ."  i     Newton    MinOM 

has  suggested  ten  or  twenty  install- 
ments  of  \merican  history,  with  some 
outstanding  and  interesting  American 
narrating  each,  with  pictures  of  actual 

scenes  of  historic  events  and  other 
actual  material  to  enliven  them.  I 
have  heartily  seconded  thi-.  The  old 
CBS  Reports  jobs  I  did  with  Carl 
Sandburg  on  the  Civil  War  were 
Ivpical.  Get  Frederic  March  to  do 
one.  in  conjunction  with  Man  Nevins, 
on  the  American  Revolutionary  peri- 
od, etc.  1  think  they  could  get  these 
one-shot  contributions  for  little  or 
nothing  and  could  dazzle  the  public — 
and  induce  more  financial  contribu- 
tions. 

Commercial  tv  seems  strong 
enough  to  hold  its  own.  I  do  not 
believe  we  will  see  any  kind  of  gov- 
ernment tv  svstem  like  the  BBC  in 
the  I  .  S.  by  1970.  I  have  had  ex- 
perience with  the  BBC.  Before  it 
gol  commercial  competition  it  was  a 
prettv  sterile.  stulTv.  dull  affair.  It 
has  improved  greatly  with  commer- 
cial competition.  I  cannot  see  us 
reversing  the  history  "f  British  tv. 
and  installing  a  government  network. 
This  nation  hates  (or  claim-  to  hate) 
to  spend  money  for  governmental  ac- 
tivities It  would  so  starve  a  govern- 
ment network  that  the  result  would 
be  poorer  than  educational  tv. 

Commercial  television's  greatest 
asset  i-  to  bring  Inaccessible  events 
and  places  and  people  right  into  your 
home.  I  think  the  rocket  -hoot-,  the 
conventions,  the  presidential  debates, 
were  great  human  event-.  With  Tel- 
star — and  with  other  developments 
we  cannot  at  present  even  imagine 
— this  asset  will  be  a  grow 
one.  ^ 


r. 


lO  P.R.  HINTS  FOR  STATIONS 


^    Sydney  Eiges,  1NBC,  gives  stations  examples  of  10 
things  to  do  that  "pay  big  dividends"  in  publie  relations 

^    Valuable  guidelines  for  successful  public  relations 
are  pointed  out  for  radio/tv  stations  in  new  handbook 


■  madio  and  television  station  man- 
agement can  pick  up  some  pointers 
in  public  relations  from  a  book  pub- 
lished just  last  week.  "Public  Rela- 
tions Handbook  —  Second  Edition," 
by  Prentice-Hall.  Edited  by  Philip 
Lesly,  the  handbook  includes  a  chap- 
ter on  "Public  Relations  for  Televi- 
sion and  Radio  Stations*  written  b\ 
Sydney  H.  Eiges,  vice  president,  pub- 
lic information,  NBC. 

"Maintaining  good  public  rela- 
tions."* writes  Eiges,  "is  nothing  less 
than  good  business  for  a  television 
or  radio  station.  Good  public  rela- 
tions increase  a  station's  acceptance 
by  its  public.    It  is  this  public,  and 


no  one  else,  that  in  the  final  analysis 
determines  the  success  or  failure  of 
a  station.'" 

Eiges  explores  20  major  keys  to 
success  that  cover  the  broader  as- 
pects of  station  public  relations. 
Among  them: 

The  station.  "It  should  be  quickly 
identifiable  in  the  public's  mind  as 
a  physical  part  of  the  community." 

The  station  manager.  "He  should 
be  an  active  community  leader." 

Business  practices.  "A  broadcast 
station,  because  of  its  peculiar  com- 
munity position,  must  operate  under 
the  very  highest  business  standards." 

Other  topics  covered  are  commer- 


SYDNEY    H.    EIGES   is   the  author   of  "Public   Relations   for   Television   and    Radio    Stations,"   a 
chapter  in  the  recently-published  "Public  Relations  Handbook."   Eiges  is  v. p.,   public   info.,   NBC 


II 


cial  standards,  cooperation  with  the 
press,  editorializing,  developing  new 
talent,  receiving  visitors,  guided 
tours,  free  broadcast  tickets,  and 
audience  mail. 

"The  points  above,"  writes  Eiges. 
"cover  the  broad  field  of  a  station's 
public  relations.  Here  are  10  little 
things  to  do  that  pay  big  dividends 
public  relations-wise: 

I  1 1  When  a  guest  speaker  on  \our 
station  or  an  outstanding  member  of 
your  community  appears  on  a  net- 
work program,  have  an  audio  or 
filmed  recording  made  and  sent  to 
him  or  his  family  so  that  they  may 
have  the  pleasure  of  replaying  it  for 
themselves  and  their  friends.  If  the 
mayor  or  some  other  city  or  public 
dignitary  appears  regularly  each 
week,  these  recordings  can  be  put  to- 
gether in  an  album  and  officially  pre- 
sented at  a  city  hall  ceremony,  a 
luncheon,  or  a  similar  occasion. 

1 2 1  Make  your  officials  freely 
available  for  appearances  as  guest 
speakers  at  service  clubs,  community 
organizations,  and  similar  purposes. 
Their  speeches  should  always  be 
well  prepared  and  rehearsed,  and 
delivered  with  showmanship  charac- 
teristic  of  broadcasting.  NBC  main- 
tains a  speakers'  bureau  for  just  this 
purpose  and  provides  an  average  of 
one  thousand  guest  speakers  each 
year. 

(3)  Make  \<>ur  talent  available  for 
entertainment  at  worth-while  cit\ 
functions  and  for  outstanding  local 
groups.  Here  again,  the  acts  should 
be  well  rehearsed  and  presented  with 
"boll"  showmanship.  Otherwise  the 
audience  will  feel  cheated  and  its 
feeling  will  be  reflected  sharply 
against  the  station. 

Mi  If  the  communitj  is  not  tod 
large,  you  can  welcome  all  newcond 

ers  to  the  (it >  with  a  personal  letter 
from  the  manager,  boosting  the  town 
and  incidentally  listing  some  of  the 
major  programs  on  the  station,    "i  oi 

can   arrange   with   the   local   Chamber 

of  Commerce  or  the  local  utilities  td 

receive  the  name-  of  all  new  resi- 
dent-. 

i  Please  turn  to  page  53 1 


srovsoK 


27  august  1962 


* 


1962-63  edition 


(including  9 1  page  tv  market  guide) 

the  book  that  buyers 
told  us  they  need 
for  everyday  desk  use 


advertising  deadline  5  September, 
regular  rates  and  discounts  apply. 


TIMEBUYER'S  COLORBOOK 


This  is  Kansas  City. 


Paint  it 

YOUR  COLOR 

with  5000  watts 

this  fall. 

MORE 
POWER 

to  YOU 

FROM 

KUDL 


Irv  Schwartz 
V.P.  &  Gen'l  Mgr. 


P.S.  We'te  going  full  time, 
too!!! 


Media  peop, 
what  they  are  doh 


and 


; 


sayim 


TIMEBUYER'S 
CORNER 


The  "help  wanted"  sign  for  two  timebuyers  is  out  at  Ted 
Bates,  New  York.  One  is  to  fill  the  vacancy  created  by  the  departure 
of  John  McCormick  who  bought  for  Brown  &  Williamson. 

A  sure  sign  that  business  is  popping  at  Compton  is  evidenced 
by  the  recent  move-em-ups  to  titnebuyers  of  two  people  from 
other  departments.  Those  involved :  Barrie  Rossner,  formerlv  secre- 
tary to  head  buyer.  Graham  Hay.  but  now  buying  on  the  Tide  account; 
and  Chris  Sturge,  who  was  moved  from  media  research.  At  the  mo- 
ment. Chris  is  without  an  account  assignment. 


46 


LISTENING  to  Bill  Andrews  (second  I),  gen.  sis.  mgr.,  KCOP  (TV),  L.A.,  during 
preview  of  the  station's  fall  programing  line-up  in  New  York  are  (l-r)  Bob  Gorby, 
B&B,       Dorothy      Medanic,       D-F-S,       Pete       Foster,       Petry;       and      Tom      Griffin,       B&B 

The  luncheon-preview  screenings  which  kept  KCOP's  Bill  Andrews 
i  sec  photo  above)  city-hopping  during  the  past  lew  days  attracted  a 
number  of  top  buying  people.  Vmong  them  in  San  Francisco.  BBDO's 
Charlie  Russell,  Duncan  Galbrealh,  Belly  Share,  Rula  Wilke; 
Honig-Cooper  &  Harrington's  Clarice  McCreary,  Louis  Honig;  Mo 
Cami  -I  i  iekson's  Marianne  Monahan,  Bill  Calhoun:  J.  Waller  Thomp- 
son's Harry  A.  Lee,  Ralph  Watts:  Iyer's  Bruce  Green.  Jack  Mc- 
Connell:  Y&R's  Nancy  Ciimmings.  John  Galbraith:  Garfield.  Hoff- 
man &  Conner's  Frances Lindh;  Campbell-Ewald's  Bernice  Rosenthal; 
FC&B's  Helen  Stenson.  In  Chicago:  Needham,  Louis  &  Brorby's  Mari- 
anne Monahan;  JWTs  K<1  Fitzgerald;  K&E's  Barbara  Magnuson; 
Campbell-Mithun's  Mar)  Peter;  BBDO's  Jim  Warner.  In  Minneapolis: 
BBDO's  Betty  Hitch;  Knox-Reeves'  ibb  Davis:  Campbell  Mitlum's 
Jim    Hanson. 

i  Please  turn  to  page  III  i 

M-oNsoii     •     J7    \i  <;i  -i    1962| 


docs  the  unusual!" 


I 


■ 


I 


A 


I 
I 


! 
I 

I 


m 


■ 


"LET  YOUR  FINGERS  DO  YOUR  WALKING,"  says  the 
AT&T  commercial  for  its  Yellow  Pages.  Proposition  is  excit- 
ingly executed  through  meticulously  selected  fingers  and 
live  camera  work  involving  miniatures  on  a  moving  plat- 
form. Done  to  perfection  on  Eastman  high-speed  film  with 
prints  on  Eastman  print  stock  to  bring  all  the  inherent 
brilliance  of  the  negative  to  the  TV  screen.  Two  steps- 
negative,  positive — each  of  vital  importance  to  sponsor, 
network,  local  station  and  viewer!  For  further  informa- 
tion, write 

Motion  Picture  Film  Department 
EASTMAN  KODAK  COMPANY,  Rochester  4,  N.  Y. 

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,  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:  AT&T  (Yellow  Pages) 
AGENCY:  Cunningham  &  Walsh,  Inc.         PRODUCER:  Farkas  Films,  Inc. 


CHATTANOOGA  TV 
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48 


TIMEBUYER 
CORNER 


(Continued  jrom  page 


Along  the  agency-hopping  grapevine  conies  word  that  Elmer  Jas- 
pan  has  resigned  from  Bauer-Tripp.  Philadelphia.  Shirley  Weiner  left 
Richard  K.  Manoff  for  Lennen  &  Newell  where  she  is  now  co-ordinator  on 
the  Lorillard  account.  Rene  Reyes  is  the  new  International  Latex  huyer 
at  Reach  McClinton. 

Can't  help  wondering:  Which  timebuyers  chalk  up  the  most  mileage 
during  their  daily  treks  from  residence  to  work?  One  nominee: 
Young  &  Rubicam's  John  Warner  who  commutes  to  Manhattan  daily 
from  Purdys  Station,  46  miles  up  in  the  northeast  corner  of  New  York's 
Westchester  County.  His  best  train  home  (which  he  wishes  desperately 
he  could  make  more  often)  is  the  4:50.  It  takes  only  an  hour  and  22 
minutes  to  get  home. 

The  Corner  pays  its  respects  this  week  to 
Frederick  C.  McCormack,  Jr.,  who  recently 
joined  Edward  H.  Weiss,  Chicago,  as  media  su- 
pervisor on  such  accounts  as  Purex  Corporation, 
Wish  Bone  salad  dressing,  and  Chicago  Federal 
Savings.  A  former  Easterner,  Fred  has  become 
a  converted  Chicagoan.  He  came  to  the  Windy 
City  over  two  years  ago  as  assistant  media  direc- 
tor at  Hill,  Rogers,  Mason  &  Scott  (formerly 
C&W)  from  the  Pittsburgh  office  of  Ketchum, 
MacLeod  &  Grove  where  he  handled  25  radio/tv 
accounts.  A  career  media  man,  Fred  is  proud 
of  his  chosen  field  within  the  agency  business. 
He  feels  strongly  that  one  of  the  key  factors  in  media  success  is  a  solid 
working  relationship  with  reps  in  order  to  do  the  best  possible  job  for 
clients.  Creative  buying,  says  Fred,  is  just  as  important  as  creati\e  sell- 
ing. Fred  started  out  in  advertising  at  EWR&R.  Philadelphia,  in  1952 
and  was  later  transferred  to  the  agency's  New  York  office  as  timcbuver 
on  Flav-R-Straws. 

Back  talk  dept. :    From  BBDO"s  Boh  Mahlman  come  retorts  to  the 

opinions  expressed  by  reps  in  SPONSOR  story,  "How  to  Spot  a  Timebuyer 
Pro.''  23  July.  Bob  says,  "Here's  how  you  can  spot  a  pro  rep.  1  l  He 
knows  his  and  competitors'  stations.  2)  He  makes  a  pitch  based  on  in- 
telligence and  not  friendship.  3)  He  doesn't  bad-mouth  competitors  01 
their  stations.  1 1  Before  submitting  availabilities  he  makes  certain  that 
he  is  aware  of  what  the  buyer  is  looking  for,  such  as  time  periods,  rating 
points,  audience  composition,  product  and  competitive  products,  etc.  ITiM 
sa\es  the  Inner  valuable  time  when  he  sits  down  to  make  the  actual  buy. 
5)  He  knows  how  to  make  a  graceful  exit  from  a  buyer's  office.  6i  He 
presents  avails  at  the  time  requested.  7  i  He  does  not  rely  on  his  secre- 
tarv  to  make  up  avails  and  switch  pitches.  8)  He  won't  cry  if  he  doesn't 
get  the  order,  but  will  make  a  switch  pitch  shortly  after.  *)  I  He  does  not 
rely  on  lunch  dates  for  business.  10)  He  has  a  good  rapport  with  his 
client."  In  brief.  sa\s  Bob.  "he's  strictly  an  amateur  if  he  does  the 
opposite.'"  W 


Frederick  C. 
McCormack,    Ji 


SPONSOR 


27   AUGUST    1962 


V 


Commercial   commentary  (Cont.  iron,  ,>.  12) 


First  nIT.  win   arc  thev   held  al  all.'' 

Obviouslj  because  somebody  wants  t"  sell  a  lot  "I  other  some- 
bodies a  particular  hill  of  goods.    I, el's  he  clear  on  that. 

Inn  mir  Mr.  Somebody  i-  also  a  decent,  honorable  human  being, 

ami  lie  figures  that  he  has  no  right  to  expect  even  his  best  friend  to 
-it  through  a  straight  -ale-  pitch  unless  there  i-  some  frosting  on  the 
cake,  some  reward  for  listening  to  the  commercial. 

So  in  a  boyish,  open-hearted  spirit  he  throw-  a  party,  complete 
with  cocktails  and  canape-  and  favors  and  Rowers,  and  all  manner  01 
gimmicks  and  gadgets. 

Does  he  reallv  believe  that  he  can  bribe  his  prospects  with  such 
hvishness?    No.  of  course  not.    He's  not  that  naive. 

Ml  he's  trying  to  do  i-  to  create  a  friendly,  plea-ant  business  at- 
mosphere.    \nd  no  one  can  fault  him  on  that. 

But  he  is  very  naive  if  he  fails  to  realize  that  dozens  and  dozens 
of  parties  are  being  given  for  these  same  people,  so  main,  in  fact. 
that  the  memory  of  any  single  affair  hecomes  a  pale,  lavender  blur 
in  the  space  of  24  hours. 

\nd  he  is  more  than  naive  if  he  fails  to  understand  that  the  pitch- 
party,  by  its  very  nature,  defeats  it-  own  -erious  purposes. 

A  statement  of  the  obvious 


What  do  most  admen  want  most  from  a  business  relationship? 

\fter  more  than  20  \ears  in  agency  work.  1  can  confidently  state 
the  obvious.    Most  admen  are  most  interested  in  themselves. 

And  what  they  want  most  from  a  business  friend  is  not  a  party. 
not  a  junket,  not  a  tray  of  canapes,  not  a  trinket  or  a  gadget,  not 
even  a  double  bloody  Man .    What  they  want  is  personal  help. 

What  they  really  want  is  something  that  will  enable  them  to  gel  a 
better  job,  make  more  dough,  enjoy  more  prestige. 

And  believe  me.  pals,  the  average  pitch-party  contributes  nothing 
whatsoever  to  these  noble,  and  intensely  human,  personal  goals. 

In  fact  it  works  quite  the  opposite. 

Let'-  he  brutally,  gruesomely.  disgustingly,  and  obscenely  frank. 
Pitch-party  psychology  reallv  comes  down  to  this.  It  comes  down 
to  a  uuv  who  wants  to  talk  about  himself  and  his  problems,  not  about 
agencv  and  advertising  men  and  their  problems. 

It  comes  down  to  a  vast  impersonality  of  activity,  except  on  a 
ivial  social  level.  It  conies  down  to  ignoring  the  individual  cus- 
tomer, in  favor  of  entertaining  the  many. 

It  comes  down,  in  fact,  to  the  insulting  assumption  that  those  In- 
ited  to  a  pitch-party  are  more  interested  in  hourhon.  martini-  and 
ot  hois  d'oeuvres  than  in  their  own  careers  and  destinies. 

I-  it  any  wonder  that  pitch-parties  flop? 

I  ndoubtedly  they  do  attract  certain  hapless  characters  who  are 
infatuated  with  anchovies,  ripe  olives,  and  franks  in  pastrv  blankets. 

Rut  heaven  help  you  if  you  pin  vour  faith  on  such  as  these! 

Heaven  also  help  vou  if  you  fail  to  realize  that  the  great  majority 
of  those  who  attend  pitch-parties  want  something  much,  much  more. 

Instead  of  all  this  waste  and  extravagance  and  meaningless  con- 
viviality, see  if  you  can't  learn  a  little  more  about  vour  customer- 
individual  business  needs.  About  the  kind  of  facts  and  information 
vou  can  provide  him  which  will  help  him  do  his  job  a  little  hit  better. 

You'll  save  vour  monev  and.  I  promise  vou.  get  better  result-.   ^ 


PORTLAND 
OREGON... 

IT'S 
EYE-CATCHING 


The  weather  isn't  always  exactly 
sports-suited  here.  When  tin- 
weekends  are  just  too  wet,  a  great 
many  men  (and  women,  too)  in 
Portland  and  34  surrounding  Ore- 
gon and  Washington  counties,  will 
tune  in  on  KOIN-TV.  It's  so  easy 
for  a  man  to  just  sit  back  and 
watch  his  favorite  sport.  It's  so 
easy  to  reach  that  man,  with 
KOIN  TV.   Nielsen   has  our  score. 


KOIN-TV 


® 


Channel  6,  Portland,  Oregon 

One  of  Americas  great  influence 
stations 

Represented  Nationally  by 

HARRINGTON,  RIGHTER  & 
PARSONS,  INC. 

GiVe  rhem  a  call,  won't  you? 


;po\sor     •     27  AUGUST  1962 


1" 


SAN  FRANCISCO  AD  WORLD 

{Continued  from  page  38) 

AAW,  perhaps  best  sums  up  the  cli- 
mate these  days,  looking  east  from 
the  Golden  Gate:  "The  growth  of  ad- 
vertising in  the  13  western  states  is 
undoubtedly  the  most  fabulous  in  the 
Nation  .  .  .  15' <  ahead  of  the  nation- 
al average.  The  All- Western  Adver- 
tising Competition,  sponsored  by  the 
\  \W  for  all  media  as  well  as  com- 
plete campaigns,  has  one  objective: 
improve  advertising  in  the  West  and 
the  recognition  of  that  advertising. 
Western  ad  managers  know  they  need 
go  no  farther  than  one  of  their  own 
western  cities  for  top  quality  adver- 
tising." 

Further  evidence  of  the  optimism 
and  confidence  emanating  from  the 
West  may  be  found  in  the  words  of 
John  H.  Hoefer,  president  and  board 
chairman,  Hoefer.  Dieterich  &  Brown, 
present  secretary-treasurer,  4As,  past 
president,  AAW. 

"There  is  nothing  mysterious 
about  the  word  creativity,"  says  Mr. 
Hoefer.  "It  means  creative  ads  do 
and  do  not  get  read,  which  is  a  good 
place  to  start.  To  us  at  HD&B  it 
means  'sensible,  friendly  advertis- 
ing.' There  is  so  much  advertising 
before  us  today  that  anyone  remain- 
ing in  business  must  ipso  facto  pro- 
duce 'creative  advertising'  that  must 
be  delivered  in  a  restrained  manner, 
not   with  a  club." 

The  fact  that  the  current  president 
of  the  San  Francisco  Chamber  of 
Commerce  is  an  ail  man.  that  the 
president  of  the  San  Francisco  Ad 
Club  is  ad  manager  for  the  world's 
largest  bank,  that  over  800  agency 
people  iii  the  Bay  Area  are  plucking 
coins  out  of  their  pockets  to  build 
an  image  of  the  advertising  industry, 
thai  Baj  agencies  are  taking  the  in- 
itiative to  define  and  promote  the 
western  frame  of  mind,  all  these 
facts  take  on  significance,  albeit 
limited,  of  a  highly  charged  adver- 
tising communit)  thirsty  for  compe- 
tition. 

\\  liile  San  Francisco  may  not  en- 
tertain any  wild  dreams  of  shifting 
the  axis  of  the  ad  induslix  from 
Madison  Vvenue,  the  tossings  from 
the  Golden  Gate  ma)  prove  conse- 
quential for  an  industr)  that  services 
a  nation  whose  highways  have  be- 
come    a    determinanl    Factor    in    its 

■nth.  ^r 


50 


TEST  MARKETS 

(Continued  from  page  33) 

found,  on  the  part  of  advanced  think- 
ers in  the  marketing  business,  to  test 
market  in  larger  areas.  "The  bigger 
the  market,  the  better  the  test,"  ac- 
cording to  A.  C.  Nielsen.  Said  an 
agency  expert  succinctly:  "You  must 
fish  where  the  fish  are." 

Knowledgeable  individuals  at  Grey 
Advertising  are  quoted  as  saying  that 
"while  it  is  often  conveniently  over- 
looked, a  representative  sample  of  the 
United  States  cannot  be  constructed 
without  including  such  large  and 
unique  cities  as  New  York,  Chicago 
and  Los  Angeles  .  .  ." 

Similar  sentiments  were  expressed 
by  other  agency  experts  as  well  as  by 
station  and  network  figures  who  have 
familiarized  themselves  with  the  char- 
acteristics necessary  for  good  test 
marketing.  Robert  J.  Sullivan,  man- 
ager of  sales  development,  NBC  Spot 
Sales,  told  sponsor  that  all  of  the 
NBC  markets  have  been  used  for  test 
marketing  at  one  time  or  another  de- 
pending on  the  nature  of  the  test. 

"However,  major  markets  such  as 
we  represent  are  seldom  listed  by  the 
experts  among  the  top  10  test  mar- 
kets," Sullivan  said.  "Too  often  the 
same  markets  are  used  by  advertisers 
year  after  year.  This  very  factor  can 
result  in  a  false  bias  in  favor  of  a 
product — defeating  the  reason  for 
testing.  Also  major  markets  offer  the 
severest  competitive  tests  for  any 
product.  If  you  can  successfully  in- 
troduce a  new  product  in  New7  York 
or  Chicago,  for  instance,  you  can  be 
sure  it  can  meet  the  competitive  test 
elsewhere. 

A  recent  survey  shows  these  26 
cities  (in  alphabetical  order)  most 
frequently  used  for  test  marketing: 
Austin,  Texas,  Boston,  Chicago,  Cin- 
cinnati,  Cleveland,  Columbus,  0., 
Dallas.  Denver.  Detroit.  Fort  Wayne, 
Fresno,  Grand  Rapids,  Indianapolis, 
Los  Angeles,  Minneapolis.  Phoenix, 
Pittsburgh.  Rochester,  N.  Y.,  Sacra- 
mento. San  Francisco,  Scrantoii. 
Seattle.  Syracuse,  Toledo  and  \\  ilkes- 
Barre. 

\  number  of  agency  people  recent- 
l\  were  posed  a  hypothetical  prob- 
lem— that  of  selecting  what  the) 
deemed  good  test  market  eities  in 
which  to  tryoul  a  new  waffle  product. 
The  waffle  package  was  to  sell  for  30 
cents  and  the  media  budget  called  for 
an  expenditure  of  $100,000.  in  their 
opinion,  the  top  28  cities  (in  alpha- 


betical order)  for  this  hypothetical 
product  test  should  be:  Atlanta,  Bing- 
hamton.  Buffalo,  Cincinnati,  Cleve- 
land. Columbus.  0..  Dallas,  Dayton, 
Denver,  Des  Moines.  Fort  Wayne, 
Grand  Rapids,  Hartford,  Indianap- 
olis, Omaha,  Peoria,  Phoenix,  Port- 
land. Me.,  Portland.  Ore..  Providence, 
Rochester,  N.  Y.,  Sacramento,  San 
Diego,  South  Bend.  Spokane,  Syra- 
cuse Toledo,  and  Wichita. 

What  are  the  most  popular  test 
cities,  according  to  John  E.  Flynn, 
president  of  Selling  Research,  a  vet- 
eran organization  that  specializes  in 
national  test  market  audits?  Fifty- 
three  cities  were  audited  by  Selling 
Research  between  1958  and  1960, 
representing  an  audit  of  more  than 
750  tests.  The  list  that  follows  is  ac- 
cording to  the  frequency  of  use: 

(Most  frequently  I  :  Svracuse,  Co- 
lumbus, 0.,  Dayton,  Des  Moines,  Fort 
Wayne.  Grand  Rapids,  Indianapolis, 
Springfield.  Mass.,  Atlanta.  Boston, 
Pittsburgh.  Rochester,  N.  Y.,  Sacra- 
mento. 

(Frequently):  Seattle,  Albany, 
Harrisburg.  Milwaukee.  N.  Y.,  Cleve- 
land. Louisville,  Providence,  Quad- 
Cities,  Roanoke,  Oklahoma  Citv. 
Portland,  Me.,  Portland,  Ore.,  Hous- 
ton, Minneapolis,  Salt  Lake  City. 
Baltimore.  Buffalo.  Dallas.  Nashville, 
Omaha.  Birmingham.  Fresno,  Hart- 
ford. Los  Angeles. 

I  Fairly  frequently  l  :  Memphis, 
Rockford.  Tulsa.  \\  ashington.  D.  C, 
Binghamton,  Chicago.  Cincinnati.  De- 
troit. Erie.  Jacksonville.  Peoria.  Phil- 
adelphia.  South  Bend. 

According  to  Selling  Research,  the 
top  fi\c  most  frequentl)  tested  cities 
i  in  alphabetical  order),  '58-'60  were 
Columbus.  ()..  Dayton,  Des  Moines, 
Fort  Wayne  and  Syracuse. 

Flynn  told  SPONSOR  that  the  most 
significant  changes  in  the  past  few 
years  in  test  marketing  were  the 
-row  lli  of  the  larger  market  and  the 
geographical  area  as  desirable  testing 
grounds. 

"These  changes  in  test  marketing 
procedure  have  strengthened  the  role 
of  broadcast  media  as  a  promotional 
tool  in  testing."  Flynn  told  SPONSOR 
"We  have  also  noticed  less  emphasis 
being  placed  on  the  typical  tesl  city 
as  a  reliable  indicator  of  what  may 
happen     on     a     broader     marketing 

-rale. 

*"ln  setting  up  lest  markets  for 
new  product  testing,  manufacturer! 
-Imuld    be   concerned   with   avoiding, 


SPONSOR 


27  AUGUST    1()(»2 


Photo  by   Moulin  Studios. 

San  Francisco's  Chinatown— the  largest  Chinese  community  out- 
side of  China  itself  with  a  population  of  over  40,000.  A  city 
within  a  city,  Chinatown  boasts  its  own  hospital  and  staff,  4  daily 
hinese  language  newspapers,  2  bilingual  newspapers,  library, 
police  substation,  low  cost  housing  project,  Improvement  Associ- 
ation, plus  11  Christian  churches  and  2  Buddhist  temples.  China- 
town is  just  one  example  of  the  audience  variety  found  in  the 
important  San  Francisco-Oakland  TV  market. 


VARIETY 


. . .  i  KTVU  offers  the 

viewer... and  the  advertiser. 
Live  sports,  local  events, 
top  syndicated  shows,  post 
'50  movies . . .  variety  in 
programming  to  please  the 
varied  tastes  of  the  San 
Francisco-Oakland  TV 
audience.  And  for 
advertisers,  KTVU  offers  a 
choice  of  availabilities  and 
rates  to  deliver  low  cc  5t  per 
thousand  campaigns. 
Variety  is  another  reason 
KTVU  is  the  nation's 
leading  independent  TV 
station.  For  availabilities 
call  H-R  Television  or  KTVU. 


The   Nation's  LEADING 
Independent  TV  Station 


KT 


CHANNEL 


SAN    FRANCISCO  •  OAKLAND 


Represented  by  H-R  Television.  Inc. 


sponsor     •     27  ai  (,t  st   L962 


51 


M.-J 


'}(  '-if i  '■' 

'&n4$  //J 


MEDIA  DIRECTOR 
CHEERED! 


SHOWS 


WHLI 


sland 


* 


-4TH  LARGEST  MARKET  IN 
U.S.-A  SEPARATE,  INDEPEND- 
ENT AND  DISTINCT  MARKET 


Nassau-Suffolk  (Long  Island) 
accounts  for  more  Gas  Sta- 
tion Sales  than  25  states  and 
its  $31A  Billion  Retail  Sales 
out-ranks  the  following  major 
metro  markets: 


Philadelphia 

Dallas 

Detroit 

St.  Louis 

Cleveland 

Milwaukee 

Washington,  D.C. 

Seattle 

Boston 

Minneapolis 

Houston 

Pittsburgh 

San  Francisco 

Kansas  City 

Baltimore 

Atlanta 

Long  Islanders  listen,  and  are 
ioyal  to  WHLI  because  WHLI  pro- 
vides exclusive  programs  and 
services  that  are  vital  to  resi- 
dents of  Long  Island. 


r ►  10,000  WATTS 


WHLI 


AM    1100 
FM    »•  3 


HIMPITIAD 

IONS  lll»«      *    ' 


PAUL  CODOFSKY,  Prcs.  Ccn.  Mgr. 
JOSEPH  A.  LENN.  Exec.  Vice-Pres.  Sales 

REPRESENTED   by  Cill-Pcrna 


52 


wherever  possible,  'over-tested'  test 
towns,"  Solomon  Dutka.  president  of 
the  Audits  and  Surveys,  told  sponsor. 
"For.  in  many  of  these  towns,  the 
background  effects  of  promotions  of 
other  new  products  or  of  some  similar 
new  products  recently  tested,  can 
cause  local  consumers  auditory  or 
visual  calluses.  Such  circumstances 
can  yield  misleading  interpretations 
of  test  market  results." 

Those  who  take  the  plunge  into 
new  products,  it  appears,  are  todav 
fully  aware  of  the  importance  of 
using  spot  tv  to  test.  Few  use  only 
one  market  for  this  purpose.  Man  v. 
however,  use  two  markets  to  test  their 
ventures.  In  this  undertaking,  tele- 
vision is  widely  used  as  a  "test  tool," 
according  to  Harvey  Spiegel,  direc- 
tor of  research  for  TvB. 

"Agencies  are  continually  testing 
advertising  techniques,  content  and 
appeal."  Spiegel  told  sponsor.  "At 
the  same  time,  advertisers  do  not  dis- 
tribute untested  products.  Tv's  com- 
plete flexibility  so  far  as  when  you 
can  use  it.  where  you  can  use  it,  how 
much  of  it  you  can  use,  and  how  long 
you  can  use  it  .  .  .  makes  it  an  almost 
perfect  laboratory  tool." 

"When  a  widely  distributed  prod- 
uct is  found  to  be  using  spot  tv  in 
only  two  markets  and  these  two  mar- 
kets are  enough  apart  to  reflect  ma- 
jor regional  differences,  the  odds  are 
someone's  using  spot  tv  to  test," 
Spiegel  continued.  "When  a  major 
manufacturer  is  suddenly  found  using 
spot  tv  in  tyvo  widely  separated  mar- 
kets for  a  comparatively  unknown 
brand,  the  odds  are  he  is  product 
testing. 

"The  second  major  reason  for 
using  tv  as  a  "test  tool"  is  that 
whether  it  is  a  test  of  a  new  product 
or  a  test  of  a  commercial  content  or 
appeal,  the  major  medium  that  will 
finally  be  used  to  sell  the  product  yvill 
be  television.  Isn't  it  logical  when  in 
1961  the  top  100  advertisers  invested 
over  half  of  their  advertising  budgets 
in  tv.  and  even  at  a  higher  percentage 
for  new  product  introduction  budgets 
in  the  medium,  that  tliey  also  used 
it  as  the  "test  tool!" 

The  lure  of  having  a  successful 
neyv  product  has  attracted  many  mar- 
keters of  grocery  and  drug  packaged 
goods  products,  Jack  Caplan,  media 
group  head  at  Kenyon  &  Eckhardt 
told  sponsor.  He  said  that  counter- 
balancing the  benefits  of  success  are 
llit-   liiuli   cost    of   failure    in    terms  of 


investment  lost.  To  minimize  risks, 
test  marketing  is  often  undertaken  on 
a  calculated  time-table  risk  basis 
which  considers  1  )  adequacy  of  trial 
itself  and  2)  calculation  of  maintain- 
ing lead  time  over  competition  as- 
suming the  tests  succeed  and  the 
product  goes  national. 

"In  setting  up  the  test,  these  afore- 
mentioned factors  should  be  placed  in 
their  order  of  importance  for  mar- 
ket selection  and  controlled  as  rigidly 
as  possible."  Caplan  insisted.  "Onhj 
by  so  doing  can  an  agency  sav  that 
the  selected  test  areas  are  as  close  to 
what  might  be  expected  of  the  larger 
universe  situation." 

The  aforementioned  Flynn  main- 
tained that  the  "risks  of  failure  are 
just  too  high  today  for  a  company 
not  to  test  market."  Said  another  ex- 
pert (a  toprung  executive  of  a  con- 
sumer  product  manufacturing  firm): 
"There  are  no  reasons  to  justify  our 
skipping  it;  it  is  one  of  the  major 
key  s  to  our  success." 

In  almost  all  recent  test  marketing 
cases,  it  appears,  the  revolution  in 
procedures  has  made  it  clear  that 
broadcast  media  become  indispensa- 
ble as  the  growing  number  of  firms 
flood  the  land  with  neyv  products.     ^ 


; 


HEINZ   BUY 

^Continued  from  page  35) 
which  describes  baby  feeding  is  be- 
ing rey  ised  in  both  Chinese  and 
Spanish  to  incorporate  an  explanation 
of  the  new  process.  When  completed 
the  booklet  yvill  be  sent  to  customers 
in  Singapore.  Malaya.  Hong  Kong. 
the  Caribbean,  and  to  sections  of 
New  York  and  Miami. 

Vs  for  the  messages  on  tv  and  in 
print  in  this  introductory  campaign 
three  points  are  stressed:  the  new 
cooking  process,  which  the  company 
is  calling  the  biggest  single  advance 
in  baby  foods  in  the  30  years  it  has 
been  manufacturing  these  products: 
an  easy-serve  jar.  and  a  new  "Hein/ 
baby"  picture  on  a  redesigned  label. 

The  new  baby  symbol,  which  re- 
places the  one  used  for  the  past  dec- 
ade, is  a  three-quarter  profile  photo- 
graph of  a  large-eyed  infant,  said  Ben 
H.  Anderson.  Hein/  product  man- 
ager.  It  is  the  latest  of  a  succession 
of  symbols  developed  oyer  the  years: 
the    lir-t    was   a   water-color   drawing. 

Perhaps  even  more  important  than 
the  change  of  babv  illustrations.  \n 
derson  indicated,  is  that  "the  new 
label    continues    the    recent    trend    to- 


SPONSOR 


27    iUGUST    1 062 


ward  diminished  emphasis  <>f  the 
Heinz  57-keystone  svmbol  in  favor 
<>f  a  Btylized  Heinz  logo  at  the  bot- 
tom of  the  label. 

"Overall."  he  said,  "the  new  label 
affords  a  stronger  varietj  identifica- 
tion for  the  benefil  of  consumers 
than  was  used  in  the  old  package." 

I'he  new  hahs  food.  Anderson 
added,  is  being  distributed  from  the 
four  Heinz  factories  in  which  the 
companv  ha-  installed  its  new  cook- 
ing process.    These  arc  at    Pittsburgh 

and  Chamhersburg,  Pa.,  Medina. 
N.  Y.,  and  Tracy,  Calif.  ^ 


TvQ 

(Continued  from  page  40) 
■Umber     of    entries     since     the     quiz 
scandals.     Next   year   onlj    one  new 
one  is  contemplated.  Slump  the  Stars. 
a  successor  to  Pantomime  Quiz. 

Other  program  types  have  average 
or  below-average  appeal.  Here  is 
what"s  happening  in  these  categories: 

//  esterns.  Western-  have  been  fall- 
ing olf  drastically  insofar  as  new- 
comers are  concerned.  However, 
ihcii   appeal  has  been  average,  savs 

TvQ.  The  three  new  westerns  planned 
for  the  coming  season  will  he  of  the 
ambitious,  one-hour-long  variet)  and 
will  represent  a  slight  revival  from 
the  past  season's  single  entry.  West- 
erns are  developing  in  new  direc- 
tions and  ma)  therefore  maintain  a 
stead)  position.  This  season's  new 
-hows  are  ft  ide  Country  and  Empire. 
both  one-hour  programs,  and  The 
I  irginian,  one-and-a-half  hours  long. 

Musicals  and  musical  variety. 
These  shows  have  been  lumped  to- 
gether b)  TvQ  hecause  the  activity  in 
these  categories  has  been  slight  for 
several  years.  However,  the  success 
of  Sing  Along  If  ith  Mitch  may  have 
encouraged  a  return  for  these  shows. 
One  music  program,  Voice  of  Fire- 
stone, and  two  musical  varieties. 
Andy  Williams  and  A'ov  Rogers  will 
debut  this  fall. 

Variety.  The  variet)  categor)  lias 
heen  relative!)  dormant  for  the  past 
few  years,  says  TvQ.  One  new  one 
was  introduced  last  year  and  was 
quite  successful,  hut  nothing  new  i- 
contemplated  this  season. 

Comedy  \  variety).  Comedians  of 
the  "stand-up"  varietv  have  heen 
somewhat  out  of  favor  for  some 
sears,  insofar  as  experimenting  with 
new  shows  on  a  long-term  basis  is 
:oncerned.  In  the  past  season  the 
Boh     \  en  hart     Show     attempted     to 


break    the    trend    without    BUCCeSS,     In 

-pile  of  Blight  hut  consistent  increases 
in  the  number  of  new  documentaries 

and   healths    Q   levels      onl)    "in-    i- 

Bcheduled  for  next  year,  the  "  in\t<>n 

Churchill  -eric-. 

ininiated  comedies.  Tin-  trend  in 
this    group    wa-    up    tin-    season,    hut 

this  categor)  nevei  panned  out  in 
terms  of  appeal.  lor  every  age 
group,  including  children,  the  ap- 
peal i-  down,  says  TvQ.  The  one  lieu 
cutis  in  this  group  i-  The  Jetsons, 
which  will  characterize  the  space  age. 
\  sidelight  on  last  year's  entry,  the 
Flintstones.  \\  hen  (he  producers 
dropped  human  characters  for  ani- 
mal characters,  the  appeal  for  thi- 
program  went  down  with  adults  hut 
not  children.  Human  characters  were 
reinstated  hecause  the  program  could 

not  sustain  itself  in  the  evenings 
w  ithout   an  adult   audience. 

Id  venture.  The  trend  is  down  nu- 
mericall)  in  these  -how-,  -ass  TvQ. 
which  seems  justified  b)  the  slight 
downward  trend  in  Q  -cores.  The 
-how-  -till  appeal  to  teens  and  wom- 
en hut  are  losing  out  among  men 
and  children.  f^ 


lO   P.R.   HINTS 

\  Continued  from  page    1-1  I 

(5)  When  sufficient  space  is  avail- 
able, sou  should  offer  some  of  vour 
studios  for  meetings  of  women's 
cluhs.  civic  organizations,  and  simi- 
lar groups.  Providing  such  regular 
meeting  space  at  no  cost  or  for  token 
payment  builds  g 1  will  with  little 

effort. 

(6)  V  ureal  field  for  public  -civ  - 
ice  exists  in  the  organization  of  com- 
munit)  television  and  radio  work- 
shop-. You  can  operate  these  work- 
shops at  small  cost  in  cooperation 
with  schools  and  colleges  and  with 
civic  organizations  and  service  clubs. 
Staff  members  of  the  -tation  can 
teach  the  course-  in  script  writing, 
production,  announcing,  and  similar 
branches  of  broadcasting.  From  time 
to  time,  you  should  invite  nationally 
known  guesl  speakers.  Operating 
such  a  workshop  builds  communit) 
good  will,  hut  more  important,  makes 
it  possible  for  the  -tation  to  explain 
the  workings  of  the  American  -\-- 
tem  of  broadcasting  either  to  com- 
munity leaders  or  to  young  people 
who  will  some  das  become  commu- 
nity   leader-. 

(7)  1  ou  should  maintain  up-to- 
date    mailing    list-    of    various    cate- 


SPONSOR 


27   moist  1062 


joiic-  aside  from  business  prospect! 

I'he-e      li-|-      should      he     c  i  n  ilia  I  l/ed 

regularly,  oi  a-  the  occasion  arises, 
with  important  brochures  and  othei 
tvpe-    of    literature.     He    sure    that 

what    vou    mail    i-    impoilant    ami    not 

trivial.  If  vou  circularize  youi  lists 
w  ith  ti  i\  ia  v out  readership  w  ill  con 
stand)   decline.  \  ou  should  Bend  all 

important    Statements    h\     the    -tation 

manager  and  personnel,  oi  Bimilai 
statements  b)  officials  of  the  network 

with  which  the  -tation  i-  affiliated 
Tin-   li-l-   should    include   name-   of  all 

communit)  leaders  Buch  a-  hank  offi- 
cials, educational  officials,  -late  legis 
lators  and  senators,  civic  officials, 
labor  leaders,  physician-,  denti-t-. 
and  -erviie  club  leaders.  To  keep 
sour  public  informed  about  youi  ac- 
tivities means  winning  new  friends. 
If  sou  conduct  your  mailing  opera- 
tion- with  dignity  and  common 
sense,  those  receiving  your  offerings 
should  feel  flattered  at  being  con- 
sidered of  sufficient  importance  to  be 
-o  circularized. 

I !!  i  \\  hereser  po— ihle.  v  oiii  -ta- 
tion should  make  financial  contribu- 
tions to  all  worth-while  communit) 
undertakings.  These  contributions 
should  be  made  with  good  taste  and 
dignity  and  without  fanfare  and  -elf- 
acclaim.  Thes  are  part  of  the  price 
of  good  citizenship  and  no  special 
credit  should  he  sought   for  them. 

1 0 1  Should  the  communit)  be 
overtaken  hs  an  unfortunate  disaster 
such  as  a  hurricane,  explosion,  or 
fire,  your  station  should  play  a  lead- 
ing role  in  dispensing  accurate  news 
and  information.  \ou  should  never 
allow  sensationalism,  for  to  attempt 
to  gain  attention  at  the  expense  of 
disaster,  personal  or  public,  is  cheap- 
ening and  degrading.  Stations  can 
be  of  immeasurable  help  in  identify- 
ing sictims.  locating  kin  or  tin-  dead 
or  missing,  and  informing  the  public 
as  to  the  presence  of  passing  danger. 
Mans  stations  have  distinguished 
themselses  by  this  type  of  public 
-erv  ice. 

i  lOt  When  sour  station  make-  an 
error  in  ans  of  it-  operation-,  you 
should  immediatelv  take  the  public 
into  vour  confidence  and  explain 
what  has  occurred.  To  keep  silent  IS 
to  breed  confusion  and  misunder- 
standing ami  rventualls  loss  of  con- 
fidence. This  i-  the  onls  sound  pol- 
ic)  to  follow,  also,  in  the  case  of 
strike-  or  labor  difficulties  that  ma) 
affect    a    -tation'-   operation-  ^ 


53 


vs-^ 


^RCA 

COMPACT 


O^ 


<*r> 


TV  TAPE  RECORDER  TYPE  TR-11 


Compatible. ..easy  to  operate. ..simple  to  install... 
and  it  meets  all  Professional  TV  tape  standards 


This  compact,  compatible  TV  tape  recorder 
assures  the  excellence  of  performance  users 
expect  from  RCA  quadruplex  equipment. 
Although  it  occupies  only  8.2  square  feet  of 
floor  area— saving  space  and  costs— it  makes 
no  sacrifice  in  quality.  Its  reduced  size  makes 
it  ideal  for  mobile  applications. 
EASY  TO  OPERATE.  Simplified  set-up  and 
control  procedures  make  operation  easy.  All 
monitoring  and  other  features  are  conven- 
iently grouped.  Tape  deck  is  located  for  easy 
threading  and  loading. 

LOWEST  OPERATING  COSTS.  Power  re 
quirement  is  only  2750  watts.  This  means  less 
heat,  less  air  conditioning.  And  hcadwheel  ex- 
change cost  is  the  lowest  in  the  industry. 


SINGLE-UNIT  CONSTRUCTION.  TR-11  is  a 
self-contained  unit,  pre-wired  and  pre-tested 
at  factory,  with  no  external  racks  to  inter- 
connect. Simple  to  install— there's  only  one  30 
amp  twist-lock  power  connection.  Just  plug 
in  and  operate. 

OPTIONAL  TWO-SPEED  OPERATION.  Per- 
mits tape  speed  to  be  switchable  from  con- 
ventional 15  inches  per  second  to  half  speed 
of  7'/2  ips.  Effects  50  percent  saving  in  tape 
costs  and  storage  space. 

See  your  Broadcast  Representative  for  all  the 
facts.  Or  write  RCA,  Broadcast  and  Televi- 
sion Equipment,  Dept.  LB -264, Building  15-5, 
Camden,  N.  J. 


ENGINEER'S  CHECK  LIST* 

•  Air-lubricated  tape  guides. 

•  Simultaneous  playback  of  audio  and  con- 
trol track. 

•  Built-in  deviation  measurement  for  accu- 
rate adjustment  of  recording  signals. 

•  Quadrature  delay  lines  adjust  for  both 
record  and  playback. 

•  Transistorized  signal  processor  provide* 
finger-tip  control  of  video  pedestal  and  sj  DC 

•  Variable  de-emphasis  control  for  optimum 
playback  of  tapes  recorded  to  non-standard 
pre-emphasis  characteristics. 

•Also  a  Complete  Line  of  Accessories  includini 
Switchl  ock,  PixLock,  Automatic  Timing  Corrtc 
tor,  Master  Erase,  Picture  and  Waveform  MoB 
tors  anil  Remote  Control. 


The  Most  Trusted  Name  in  Television 


27  AUGUST  1962 

C«?yrl|ht  IM3 

SPONSOR 

UBLICATI0N8    INC 


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


WASHINGTON  WEEK 


FCC's  1961  TV  financial  report,  showing  a  drop  in  network  profits  in  the  face 
of  an  aggregate  increase  in  profits  of  stations  not  owned  by  networks,  hasn't  softened 
FCC  attitude  toward  networks. 

Reaction  among  staff  members  favoring  network  regulation  and  opposing  option  time  is 
that  the  1961  change  was  small  and  proves  nothing.  They  point  to  fact  that  webs  took  in  over 
one-third  of  all  TV  profits  and  over  one-half  of  revenues. 

Commission  was  on  vacation  when  figures  were  released,  but  Commissioners  are  expected 
not  to  be  swayed  by  the  figures.  This  would  mean  certainty  of  renewal  of  request  to  Con- 
gress for  power  to  regulate  networks  directly  and  still  touch-and-go  on  option  time. 

The  President's  new  Consumer  Advisory  Council,  a  12-member  group  under 
chairmanship  of  Dr.  Helen  G.  Canoyer,  Dean  of  Cornell  U.  School  of  Economics, 
gets  moving  slowly :  next  meeting  will  be  held  in  September. 

Emphasis  is  expected  to  be  quite  strong  on  consumer  protection,  though  the  Council  has- 
n't tipped  its  hand  and  takes  position  of  not  prejudging  the  issues  it  has  been  set  up  to  consider, 
pending  thorough  study. 

Agenda  is  not  reassuring  to  advertising,  advertisers  and  media.  It  will  obviously 
as  one  of  its  first  steps  deal  with  the  President's  proposal  of  last  March  that  FTC  be  given 
temporary  cease-and-desist  authority.  This  proposition  was  opposed  strongly  by  ad 
agency  associations  and  was  tabled  very  quickly  by  the  House  Commerce  Committee. 

Senate  Commerce  Committee  didn't  even  hold  hearings  on  the  matter.  However,  it  could 
be  revived  if  the  new  Council  goes  along — as  expected — and  gets  as  much  publicity  as  its 
sponsors  hope  for  it. 

Other  items  on  the  agenda  are  no  more  reassuring.  One  is  as  far  from  the  judicial  ap- 
proach as  it  is  possible  to  get  and  certainly  contradicts  any  statement  about  withholding  pre- 
judgment. That  is  the  question  of  how  to  build  up  more  public  support  for  the  activities  of 
regulatory  agencies. 

Another  is  the  possibility  of  expanding  FTC  activities.  Implicit  in  this  question  is 
expansion  of  related  "consumer  protection"  activities  of  other  Federal  agencies,  including 
Food  and  Drug  which  has  started  actions  about  allegedly  misleading  packaging. 

The  American  Retail  Federation  has  written  FTC  chairman  Paul  Rand  Dixon 
protesting  FTC  proposal  to  seek  "broad  consent  orders"  eliminating  co-op  ads  in 
the  apparel  industry. 

Federation  claimed  to  speak  for  73  member  retail  associations,  said  interference  with  co-op 
advertising  would  hurt  local  business  as  well  as  the  media. 

Meantime,  Sen.  Frank  Carlson  (R.,  Kans.)  serves  notice  he  will  seek  to  amend  tax  re- 
vision bill  to  make  clear  that  deductions  for  institutional  advertising  affecting  a  business  are 
legal  and  proper.  Carlson  says  some  opinion  holds  such  ad  spending  deductible  already, 
but  his  amendment  would  be  aimed  at  making  sure. 

If  amendment  route  fails,  he  will  provide  "legislative  history"  by  questioning  Finance 
Committee  members  during  floor  debate.  Their  answers  would  provide  "intent  of  Con- 
gress" for  any  court  test,  provided  he  gets  the  answers  he  wants. 

Radio-television  broadcasting  pay  scales  run  second  only  to  those  of  security 
and  commodity  brokers  among  all  those  listed  by  the  Department  of  Commerce  in 
a  1961  roundup. 

Average  earnings  per-fulltime  employee  in  broadcasting  in  1961  reached  87,477,  up 

(Please  turn  to  page  57^ 


'ONSOR     •     27  aucust  1962 


55 


SPOT-SCOPE 


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


27  AUGUST  1962 

Copyright  1062 

SPONSOR 

PUBLICATIONS  INO. 


Campbell  Soup  has  emerged  this  season  as  a  major  spot  tv  spender. 

On  the  heels  of  the  Franco-American  Gravies  buy  (see  20  August  issue)  there  came 
orders  out  of  Burnett  for  Red  Kettle  Soup  Mixes,  Campbell  Frozen  Soup,  Swanson  Tv 
Dinners  and  Franco-American   Spaghetti,  all  adding  up  to  an  estimated  $3.5  million. 

Also  in  Campbell's  immediate  spot  future  is  the  use  of  radio  for  V-8  for  25  weeks 
in  five  flights,  starting  in  September,  and  the  hot  soups  in  65  markets. 


Mueller  Macaroni  (DCS&S)  is  switching  a  substantial  share  of  its  1962-63  air 
media  budget  from  radio  to  spot  tv. 

It's  been  using  60  markets  in  radio,  but  the  new  plan  calls  for  but  30  markets.    The  cam- 
paign will  be  for  the  usual  20  weeks  and  allow  for  a  minimum  of  five  spots  a  week. 


Bates  is  still  flying  blind  as  to  the  longrange  plans  of  Cream  of  Wheat,  which  is 
now  part  of  National  Biscuit's  special  products  division. 

Meantime  the  agency  is  looking  at  availabilities  for  a  four-week  radio  campaign  in  50 
top  markets. 

In  other  words,  the  product's  media  plannng  is  on  a  quarter-to-quarter,  if  not  month 
to  month,  rote. 


On  the  personnel  side:  Doyle  Dane  Bernbach  is  in  process  of  beefing  up  its 
staff  of  timebuyers  in  the  New  York  office. 

The  need  has  largely  arisen  from  the  fact  it's  been  adding  new  air  media  accounts,  like 
these  two  out  of  Chicago :  Cracker  Jacks  and  Rival  Dog  Food. 


56 


SPOT  TV  BUYS 

Red  Kettle  Soup  Mixes  out  of  Burnett,  Chicago  will  use  40  markets  day  and  night  minutes  for 
11  weeks  starting  1  October.  Mike  Wallace  is  the  buyer. 

Campbell's  Frozen  Soup  will  take  a  five-week  jaunt  beginning  7  October.  The  buyer  is 
Mike  White  at  Burnett. 

Swanson  Tv  Dinners  on  a  13-week  ride  out  of  Burnett  in  selected  markets,  starting  17  Sep- 
tember, using  both  day  and  night  minutes  with  women  as  the  prime  target.  The  buyer:  Eloise 
Beatty. 

Franco-American  Spaghetti,  a  10-week  schedule  starting  24  September,  day  and  night 
minutes,  but  with  the  bulk  (80%)  in  daytime.  The  buyer  is  Steve  Wilder. 

Green  Giant  (Burnett)  is  accumulating  a  night  minute  list  in  about  40  markets  for  a  24 
September  start.    Sam  Wilson  will  do  the  buying. 

Pillsbury's  Best  Flour  (Campbell-Mithun)  is  buying  a  26-week  schedule  in  eastcoast  mar- 
kets and  Los  Angeles,  using  day  and  night  minutes  and  night  I.D.'s.  There's  a  modest  budget 
on  this  one.   Starting  date:  3  September. 

Cities  Service  will  take  off  30  September  for  an  eight-week  campaign  of  fringe  minutes  and 
prune  chainbrealcs  via  Lennen  &  Newell.  Buyer:  Marion  Jones. 

SPONSOR       •       27   AUGUST   1 


" 


£ 


SPOT-SCOPE  continued 


Creomulsion  conch  syrup  (Street  &  Finney)  is  preparing  for  a  seven-week  campaign  effective 
15  October,  using  fringe  minutes  and  prime  chainbreaks.  Buyer  is  Eleanor  Scanlon. 

P&G's  Jif  peanut  butter  (Grey),  using  daytime  minutes  and  participations  in  kid  shows, 
starting  3  September.    Orders  carry  up  to  June.  Buyer:  Joan  Shelt. 

Menley  &  James'  Contac  (FC&B),  for  16  and  20  weeks,  starting  4  November,  using  night 
minutes,  chainbreaks  and  I.D.'s.  Buyer:  Bob  Row  ell. 

Vnierican  Chicle  (K&E)  unlimbers  a  13-week  campaign  in  behalf  of  Clorets  1  October.  The 
quest  is  for  fringe  minutes  Monday  through  Saturday.  Sought  Sundays  are  minutes  between 
1  and  7  p.m.    Frank  Pfaff  is  the  buyer. 

Lever  Bros,  dispensing  for  All  detergent  six  and  11-week  schedules,  depending  on  day 
and  night  minutes  available,  starting  2  September  via  SSC&B.  Buyer:  Jeanne  Sullivan. 

Colgate's  Vel  (Lennen  &  Newell)  will  have  a  six-week  schedule  of  fringe  minutes  going  as  of 

I  October.  Buyer:  George  Blinn. 

National  Biscuit's  Wheat  and  Rice  Honeys  (cereals)  will  get  a  three- week  outing  through 
K&E  starting  3  September.  Sought  are  afternoon  minutes,  early  evening  minutes  on  children's 
programs.   Helen  Lavendis  is  the  buyer. 

Vick  Chemical  (SSC&B),  a  10-week  schedule  of  fringe  minutes  in  behalf  of  Sinex  starting  1 
October.  Buyer:  Wayne  Silversack. 

American  Home  Products,  for  Wizard,  12  weeks,  beginning  4  September,  minutes  before 

II  a.m.  and  after  5:30  p.m.    Bill  White  is  the  buver  on  this  for  Cunningham  &  Walsh. 

Hazel  Bishop  for  its  new  lipstick  via  K&E  early  and  late  evening  minutes  for  at  least  six 
weeks.    Buyer:  Marylou  Benjamin. 

SPOT  RADIO  BUYS 

DuPont's  adding  a  lot  of  markets  to  its  anti-freeze  list,  with  the  starting  dates  similar  to  the 
original  list.  The  buyers  at  BBDO  New  York:  John  Fly,  Bill  Storch. 

Campbell's  hot  soups  are  going  into  65  markets  for  eight  weeks  starting  in  October.  No 
southern  markets  are  included,  with  the  list  somewhat  smaller  than  it  was  last  fall.  BBDO 
New  York  buyers:  Dave  Persons,  Jim  Wexler,  Roy  Dubrow. 

Chanel  Perfume  is  starting  its  Christmas  promotion  in  mid-September,  with  the  campaign 
running  through  the  holiday  at  the  rate  of  10-15  spots  a  week.  The  buyer  at  Norman,  Craig  & 
Kummel:  Pat  George. 

R.  J.  Reynolds  (Esty)  has  switched  its  Brandon  testing  to  the  westcoast.  Buys  have  been 
for  eight  weeks  at  the  rate  of  12-15  spots  a  week. 

Hills  Bros.  (N.  W.  Ayer  Philadelphia)  has  started  its  fall  buying  for  Hill  Bros.  The  buyer: 
Charles  Ventura. 

Campbell's  V-8  in  selective  markets  beginning  September  for  25  weeks  in  five  flights.  Need- 
ham,  Louis  &  Brorby  is  the  agencv. 


WASHINGTON    WEEK    \  Continued  from  page  55) 

S37  from  1960,  while  the  brokers  were  in  the  lofty  S9.607  atmosphere. 

Pay  scales  for  ad  men  were  not  singled  out  for  mention.  They  were  lumped  in  the  very 
broad  "business  services"  category.  The  great  number  of  different  occupations  in  this  cate- 
gory made  the  S5,506  average  per-employee  earnings  figure  meaningless.  Average  for  all  U.S. 
employees,  incidentally  was  $4,837. 

sponsor     •     27  august  1962  57 


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


SPONSOR  HEARS 


27  AUGUST  1962  The  eyebrow-lifter  of  the  week  on  Madison  Avenue  was  the  report  that  Ballan- 

cwyright  1062  tine  (Esty)  was  interested  in  unloading  for  next  season  half  of  its  two-thirds  spon- 

sponsor  sorship  of  the  N.Y.  Yankees  games. 

publications  inc.  Asking  price  being  quoted  for  the  third  is  $1  million. 

Package  covers  rights,  six  tv  stations,  including  WPIX,  N.  Y.,  a  hookup  of  40  radio 
stations,  road  production  expenses,  etc.  Telecast  are  120  games  and  radioed  are  162 
games. 

The  remaining  third  of  the  sponsorship  would  continue  to  be  R.  J.  Reynolds. 

Hazel  Bishop,  currently  at  K&E,  is  reported  about  sold  on  putting  a  large 
share  of  its  budget  in  the  weekend  tv  blitz  formula,  using  around  20  minutes  per 
market. 

The  chief  product  of  the  campaign  would  be  a  new  lipstick. 

Lanolin  Plus,  which  merged  with  Hazel  Bishop,  became  familiar  with  the  weekend 
blitz  device  while  at  LaRoche,  where  it  has  plied  for  years  in  Norelco's  behalf. 

Neither  P&G  nor  General  Foods  can  make  this  statement:  Alberto-Culver  this 
fall  will  have  participations  in  four  nighttime  shows  that  wound  up  among  the  top 
12  at  the  peak  of  last  season. 

The  A-C  foursome:    Ben  Casey,  Dr.  Kildare,  Wagon  Train  and  Gunsmoke. 

GF  will  have  three:  Andy  Griffith,  Danny  Thomas  and  Gunsmoke,  and  P&G  two: 
Ben  Casey  and  Wagon  Train. 

Ask  a  batch  of  agencymen  who've  seen  a  mess  of  network  tv  pilots  what  in 
their  opinion  looks  good  for  the  fall  and  you'll  get  mostly  a  lot  of  shoulder-shrug- 
ging. 

Pin  the  guessing  down  to  type  and  you'll  probably  find  them  taking  a  stab  or  two  in  the 
situation  comedy  division — on  shows  like  Beverly  Hillbillies,  McHale's  Navy  and  Don't 
Call  Me  Charlie. 

Drug  admen  have  many  frustrations,  but  do  you  know  what  the  biggest  one  is? 

Answer:   the  neighborhood  druggist. 

Why?  Because  if  he's  asked  for  a  recommendation  he'll  tout  a  non-advertised  brand 
over  an  advertised  brand. 

The  reason  is  simple:  generally  speaking,  his  profit  on  an  advertised  brand  is 
around  30%,  whereas  the  velvet  on  a  non-advertised  brand  is  closer  to  50%. 

One  of  the  top  rung  agencies  has  so  far  this  year  competed  for  around  $60  mil- 
lion in  new  business. 

The  score  in  its  favor:  a  few  small  accounts,  one  of  which  a  couple  of  small  agencies 
had  declined  to  pitch  for. 

\n  agency  close  to  the  top  in  tv  spot  expenditures  seems  to  be  having  a  tough 
lime  adjusting  its  accounting  system  to  the  electronic  machine  it  installed  a  few 
months  ago. 

The  result:    it's  been  running  considerably  behind  station  payments. 

In  several  instances  it  has  issued  to  station  bulk  checks  on  account. 


f.8 


SPONSOR      •      27   AUGUST   1962 


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. 


WTIC  TV  3/AM/FM 


Hartford.  Connecticut 

WTIC-TV     IS     REPRESENTED     BY     HARRINGTON,     RIGHTER    &    PARSONS.    INCORPORATED 

WTIC     AM-FM     IS     REPRESENTED     BY     THE     HENRY     I.     CHRISTAL     COMPANY 


SPONSOR 


27  AUGUST    L962 


59 


SPONSOR 
WEEK 


Advertisers 


WRAP-UP 


WJW-TV  general  manager 

(Continued  from  Sponsor  Week) 

salesman,  and   national   sales  man- 
ager.    In    his   capacity    as    national 
sales  manager,  he  spent  two  years 
in  Storer's  New  York  Sales  office. 
Buchanan     was     named     general 


sales  manager  of  WJW-TV,  Cleve- 
land, in  February,  1961.  He  is  a 
graduate  of  the  University  of  De- 
troit, a  veteran  of  the  U.  S.  Marine 
Corps,  and  a  member  of  the  Cleve- 
land Advertising  Club,  the  Variety 
Club,  and  the  Cleveland  Athletic 
Club. 


U.  S.  Rubber  is  expected  to  an- 
nounce the  new  agency  for  its  ac- 
count within  the  coming  week. 

In  the  running  are  six-seven  agen- 
cies, with  the  prize  around  $12  mil- 
lion. 

The  account's  been  at  Fletcher 
Richards  for  many  years. 

Liggett  &  Myers  (JWT)  last  week 
picked  up  an  additional  31  commer- 
cial minutes  of  network  nighttime 
for  the  1962-63  season. 

The  supplementary  buy  was  on 
NBC  TV. 

The    account   also   ordered   spon- 


ON  TOUR  of  Europe,  inspecting  brdcst.  -facilities,  is  David  C. 
Moore  (r),  pres.,  Transcontinent  Tv.  Talking  with  him:  Paul 
Herrington  (I),  WDAF-TV,  Kansas  City,  newsman  and  recipient  of 
Earl  Godwin  Memorial  Award;  Joseph  C.  Harsch,  NBC  correspondent 


DOUBLE  ENJOYMENT— Among  the  first  to  tune  in  the  new  stereo 
fm  station  of  WBT,  Charlotte,  North  Carolina  were  the  Christenbury 
twins — Vicki  (I)  and  Vivian.  The  station  went  on  the  air  15 
August.       Maximum    power    applied    for    by    officials:     100,000    watts 


ROLLER  COASTER  record  was  set  by  Keith 
James,  WGH,  Newport  News,  and  Sharon 
Kay  Potter,  "Miss  Teenage  Tidewater."  Hold- 
ing   posters   is  Ambert    Dail,   WGH    manager 


JUDGES  of  WWDC,  Washington,  D.C., 
"Miss  Washington"  contest  (l-r)  John  Cur- 
ran,  Phil  Stumbo,  Mc-E;  Fred  Neuberth, 
Blair;    Frank    Dolaney,    L.    B.    Sterne,    F&S&R 


ANNIVERSARY  CAKE  is  presented  to  Ted 
Mangner  (I),  farm  dir.,  in  honor  of  his  18th 
year  with  KMOX,  St.  Louis,  by  Robert  Hy- 
land,  CBS   Radio  v. p.   and    KMOX  gen.  mgr. 


60 


SPONSOR 


27  august  1962 


sorships  in  three  contemporary  NBC 
documentaries:  The  Nile,  the  Last 
of  the  Maharajahs  and  the  Polaris 
Submarine. 

Entailed   is  about  $1.2  million   in 
billings. 

Campaigns:      National      Shoes      is 

launching  its  fall  campaign  with 
1,850  one-minute  radio  announce- 
ments per  week,  and  tv  participa- 
tions in  children's  programs,  movies 
and  specials  (WOR-TV).  Agency  is 
Mogul,  Williams  &  Saylor  .  .  .  Local 
tv  spots  are  scheduled,  via  Ted 
Gotthelf  Associates,  for  Beam  de- 
congestant eyedrops,  manufactured 
by  Charles  Pfizer  &  Co.  .  .  .  Mogen 


David,  expanding  its  advertising  pro- 
gram, will  co-sponsor  the  new  Jack 
Paar  show  on  NBC  TV  and  continue 
participations  on  the  "Tonight"  show 
with  Johnny  Carson  .  .  .  Heublein 
is  planning  a  heavy  tv  schedule  on 
all  six  New  York  channels  for  Har- 
vey's sherries.  Campaign  will  run 
from  October  to  Christmas. 

PEOPLE  ON  THE  MOVE:  Leonard 
Caust  to  manager,  marketing  infor- 
mation at  Lever  Brothers. 


Agencies 


Added  to  the  roster  of  Midwest  busi- 
ness   leaders    slated    to    appear   on 


Wade  Advertising's  tv  panel  show 
were  three  top   Chicago  executives. 

The  new  additions  are  Judson  S. 
Sayre,  chairman  of  the  Norge  Divi- 
sion, Borg-Warner  Corp,;  William  G. 
Karnes,  president,  Beatrice  Foods 
Co.;  and  Robert  L.  Gibson,  Jr.,  presi- 
dent, Libby,  McNeill  &  Libby. 

The  half-hour  Saturday  night  pro- 
gram, "Mid-America  Marketing  on 
the  March,"  will  begin  6  October  on 
WGN-TV. 

On  the  first  show  Charles  H.  Percy, 
chairman  of  the  board,  at  Bell  & 
Howell,  will  discuss  his  firm's  ap- 
proach to  marketing. 

Agency    appointments:    The     Fresh 


DAIRY-GO-ROUND  of  WCAU,  Philadelphia,  highlighted  its  cam- 
paign to  promote  increased  use  of  dairy  products.  Listeners  gathered 
on  the  station's  grounds  for  an  all  day  free  picnic  and  open 
house.    WCAU's    local    personalities    broadcast    outdoors    at    the    fair 


ELECTION  NITE  rally  in  the  spirit  of  the  old  days,  on  WLAC-TV, 
Nashville,  climaxed  with  the  acceptance  speech  of  Governor-elect 
Frank  Clement  (2nd  from  left)  and  his  interview  with  Bill  Jay 
(on    his    right).      Dignitaries   and    their    wives    were    also    interviewed 


ORCHIDS  FOR  QUEENS  of  the  International  Trade  Fair  presented  by  Ralph  Beaudin,  president,  WLS,  Chicago.     In  connection  with  the  station's 
effort  to  promote  the  Fair,  taped  spots  were  used.    These  included  recordings  of  the  Queen's  voices  and  authentic  music  from  each  queen's  country 


SPONSOR 


27  august  1962 


61 


Fall  and  Winter  Pear  Advisory  Board 
for  the  state  of  California  re-appoint- 
ed Wade  Advertising  .  .  .  Hires  Root 
Beer  to  Fuller  &  Smith  &  Ross,  Chi- 
cago .  .  .  Lever  Brothers  to  Reach, 
McClinton  for  Breeze,  a  detergent, 
from  Stauffer,  Colwell  &  Bayles  .  .  . 
Tidewater  Oil  ($2.5-3  million)  to  Grey, 
effective  17  September  .  .  .  Ezest 
Products  to  Resor-Anderson-Etc.  for 
its  line  of  polishing  and  cleaning 
products  .  .  .  New  York-New  Jersey 
Metropolitan  Area  Rambler  Dealers 
to  Needham,  Louis  &  Brorby  .  .  . 
Bakon  Yeast  to  The  Wesley  Asso- 
ciates. 

New  v.p.'s:  William  B.  Phillips  and 
Eugene  F.  Hunt  at  Ketchum,  Mac- 
Leod &  Grove  .  .  .  Elmer  Jaspan, 
associate  director  of  the  radio-tv 
department,  at  Lawrence  C.  Gum- 
binner  .  .  .  M.  Robert  Siegler  at  Art 
Gelb  .  .  .  Robert  C.  Diserens,  Rich- 
ard J.  Lord  and  John  C.  Weaver  to 
Benton  &  Bowles  .  .  .  Richard  E. 
Davis,  Richard  I.  Rossheim,  and 
Robert  A.  Sowers  at  BBDO  .  .  .  John 
H.  Hatheway  at  Y&R. 

Remarkable  ' 

gSffiU  YOUR. 

mMket  m 


BUY 

EVERY 

MONTH 


PEOPLE    ON    THE    MOVE:    Charles 

Manno  to  tv-radio  producer  for 
Campbell-Ewald  .  .  .  Dewaine  Wall 
to  account  executive  at  Ben  Sack- 
heim  .  .  .  Robert  Munday  to  account 
executive  at  K&E  .  .  .  James  L.  Horn- 
ing to  account  executive  at  Wilson, 
Haight  &  Welch  .  .  .  John  Cunning- 
ham to  the  account  service  staff  of 
Smith/Greenland  .  .  .  Eileen  Wherity 
to  media  director  at  William  Hart 
Adler  .  .  .  Don  McKeehen  to  creative 
department  of  the  Seattle  office  of 
Pacific  National  Advertising  .  .  . 
Branch  R.  Moeling  to  research  an- 
alyst at  Buchen  Advertising  .  .  .  John 
H.  Porter  to  account  supervisor  at 
Ogilvy,  Benson  &  Mather. 

Associations 

The  Georgia  Association  of  Broad- 
casters will  take  up  what  it  calls  the 
"growing  crisis  and  dilemma"  over 
CATV  on  16  October  at  the  Dinkier- 
Plaza  Hotel  in  Atlanta. 

At  the  same  time,  the  GAB  will 
host  the  industry's  first  workshop 
for  executive  secretaries  of  state 
broadcasting  associations. 

A  plea  to  inform  the  public  of  re- 
straints on  broadcast  journalism  was 
issued  to  the  nation's  broadcasters 
by  an  NAB  executive. 

In  his  appeal,  Howard  H.  Bell,  NAB 
vice  president,  singled  out  the  ban 
against  broadcast  coverage  of  court- 
room proceedings  which  is  em- 
bodied in  one  of  the  American  Bar 
Association's  canons. 

He  also  assailed  the  equal  time 
section  of  the  Federal  Communica- 
tion's Act  which  limits  broadcasters' 
freedom  to  program  appearances  of 
political  candidates  and  the  ban  on 
broadcast  coverage  in  the  U.  S. 
House  of  Representatives  and  its 
committees. 

However,  he  said,  despite  discrim- 
inations against  broadcasting  as  a 
news  medium,  "there  has  been  a 
notable  lack  of  concern  on  the  part 
of  many  broadcasters."  They  need 
to  be  more  aggressive  in  expanding 
editorial  coverage  and  strengthening 
the  quality  of  their  news  services. 
In    addition,    they    must    launch    a 


campaign   to   enlist  the   support   of 
the  people. 

A  special  committee  of  FM  broad- 
casters set  up  by  the  NAB  has  been 
reactivated  and  will  meet  on  29 
August  to  study  current  FCC  pro 
posals. 

This  mobilization  followed  the 
FCC's  approval  on  the  NAB's  peti- 
tion to  extend  the  deadline  for  filing 
comments  on  the  Commission's  fm 
rule-making  proposals. 

(For  further  details,  see  last 
week's  SPONSOR,  p.  62.) 


The  New  York  State  Broadcasters 
Association  has  recruited  Lowell 
Thomas  to  speak  at  a  dinner  of  their 
first  annual  executive  conference, 
"Fun  and  Forum." 

Mr.  Thomas,  world-renowned  ex- 
plorer, author  and  radio  commenta- 
tor, is  now  in  his  32nd  year  on  the 
air.  He  is  expected  to  discuss  the 
world  situation  and  the  responsibility 
of  broadcasters  in  keeping  the  pub- 
lic informed  of  worldwide  develop- 
ments. 

Sam  Slate,  vice  president  and  gen- 
eral manager  of  WCBS,  New  York 
and  president  of  the  Association, 
will  preside  over  the  three-day  con- 
ference. 

W 
Trade  Date:  The  Florida  Association 

of  Broadcasters  will  hold  their  fall 

board  meeting  on  21  September  at 

the  Grand  Bahama  Hotel  and  Club, 

West  End,  Grand  Bahama  Island. 

TV  Stations 

WJXT-TV,  Jacksonville  did  another 
study— this  one  in  May — on  parents' 
attitudes  toward  the  purchasing  in- 
fluence of  children. 

This  survey  indicated  that  only  30 
per  cent  of  the  parents  reported  no 
buying  influence  by  younger  chil- 
dren (under  7  but  old  enough  to 
watch  tv)  and  only  33  per  cent  felt 
that  older  kids  do  not  sway  buying 
decisions.  Almost  half  of  the  par- 
ents acknowledged  either  "very 
strong"  or  "slightly  strong"  influ- 
ence. 

Also  revealed  was  that  children 
induced    purchasing  of   such   tv-ad- 


62 


SPONSOR 


■2,    \i  (.i  st   L962 


vertised  products  as  cereal,  soap, 
toothpaste,  peanut  butter,  soft 
drinks  and  candy. 

WTHI-TV,  Terre  Haute  put  together 
and  circulated  a  study  of  Brand 
Preference  in  its  area. 

The  aim  of  the  study  is  to  give 
the  advertiser  information  about  his 
product's  public  acceptance  com- 
pared to  competition  and  to  furnish 
his  brokers,  jobbers  and  distributors 
with  a  sales  and  merchandising  tool. 

Also  included  is  a  special  section 
on  shopping  habits  and  household 
information. 

Ideas  at  work: 

•  WBAL-TV,  Baltimore  had  its 
young  viewers  guessing  the  contents 
of  a  mystery  egg  and  sending  in  pic- 
tures of  the  new  baby  prior  to  its 
hatching;  the  contest  was  part  of  the 
first-anniversary  celebration  of  their 
kid  show,  "Miss  Rhea  and  Sun- 
shine." 

•  WCCO,  Minneapolis,  and  Robert 
Hall  stores  have  worked  out  a  novel 
bit  of  promotion  during  the  10-day 
run  of  the  Minnesota  State  Fair.  At 
various  intervals— 40  of  them— WCCO 
TV  will  cut  into  the  WCCO-Robert 
Hall  setup  at  the  Fair  and  give  the 
people  at  that  spot  a  minute's  op- 
portunity to  wave  hello  to  their 
friends  back  home.  The  Arkwright 
agency  contrived  the  sponsorship  of 
the  40  one-minute  spots  with  the 
station. 

Sports  sales:  An  11-game  schedule 
of  "High  School  Football"  on  KGO- 
TV,  San  Francisco  to  The  Pacific  Gas 
and  Electric  Company. 

PEOPLE  ON  THE  MOVE:  William  J. 
McCarter  to  development  officer  for 
the  National  Educational  Television 
and  Radio  Center  .  .  .  Georgene  De 
Luca  to  administrative  assistant  in 
the  business  affairs  department  of 
WABC-TV,  New  York  .  .  .  Larry  Zeman 
to  Chicago  office  of  KTTV,  Los  An- 
geles as  account  executive  .  .  .  Sam 
Somora  to  promotion  director  for 
KTVI-TV,  St.  Louis  .  .  .  Martin  Colby 
to  newly  created  post  of  eastern  tv 
sales  manager  for  the  Triangle  sta- 


tions .  .  .  Tom  Parrington  to  WKY- 
TV,  Oklahoma  City  as  assistant  man- 
ager. 

Radio  Stations 

KHJ,  Los  Angeles  will  do  a  three- 
hour  special,  "The  Magical  World 
of  Walt  Disney,"  on  2  September. 

The  show  is  a  humorous  docu- 
mentary of  the  Disney  studios,  start- 
ing with  Mickey  Mouse  and  progres- 
sing   up    to   the    latest    live    Buena 


Vista  motion  pictures. 

Disney  himself  is  taking  part  in 
the  show,  as  will  Fred  MacMurray, 
star  of  several  Disney  movies. 

Ideas  at  work: 

•  KALL,  Salt  Lake  City  is  herald- 
ing the  new  school  year  with  "Back- 
to-School  Facts,"  recorded  greetings 
from  school  principals  and  a  spell- 
ing bee  which  entitles  winners  to 
free  school  supplies. 

•  WWDC,  Washington,  D.C.  moved 


i,-hlm.  of  Peters.  Griffin.  Woodward  passes  the  club  hat  to  Bob 


Bob  Rowell,  of  F.,  C.  &  B.,  joins  the  Tricorn  Club 

Our  club  hat  is  crowning  some  of  the  smartest  market-media  brains  in  the  land. 
It  makes  no  difference  whether  they're  adorned  with  crew-cuts,  flat-tops,  ivy- 
league-trims,  Jackie  K.  bouffants  —  or  just  a  flesh-tone  expanse.  Bob  made  the 
club's  exclusive  ranks  by  winning  this  required  quiz:  1.  What  is  the  Tricorn  Mar- 
ket? 2.  What  is  North  Carolina's  No.  1  metropolitan  market  in  population,  house- 
holds and  retail  sales?  Answer  to  both:  the  3-city  "tricorn"  of  Winston-Salem, 
Greensboro,  High  Point.  He  then  scored  a  triple  parlay  by  knowing  what  state 
ranks  12th  in  population.  (Sure  you  knew  it's  North  Carolina?)  But  the  real  money 
winner  is  the  marketing  team  that  knows  WSJS  Television  is  the  No.  1  sales  pro- 
ducer in  the  No.  1  market  in  the  No.  12  state.  ^^  u  s  census 


WINSTON -SALEM 


TELEVISION 
GREENSBORO       HIGH    POINT 


SPONSOR 


2,    u  gi  st  L962 


63 


its  Satellite  Studio  to  a  shopping 
plaza,  where  it  staged  an  open-air 
Back  to  School  Block  Party.  Dance 
contests  were  held  and  all  attending 
were  given  popular  records  as  door 
prizes. 

•  WTRY,  Albany-Schenectady-Troy 
organized  its  own  space  flight  pro- 
gram for  one  of  its  music  personali- 
ties who  wanted  to  experience 
weightlessness.  For  his  flight  in  a 
balloon  contraption,  the  broadcaster 
took  with  him  a  microphone  with 
which  he  described  his  reactions  to 
the  listeners. 

•  KING,  Seattle  ran  a  treasure 
hunt  in  connection  with  the  World's 
Fair,  and  offered  1,090  World's  Fair 
Trade  Dollars  as  a  reward  to  the  per- 
son who  located  and  returned  the 
Crown  to  the  station.  Clues  for 
KING's  Crown  were  fed  over  the  air. 

•  WAPI,  Birmingham  celebrated 
Hawaiian  Day  in  order  to  take  its 
listeners  on  a  vacation  to  the  50th 
state.  A  trip  for  two  to  Hawaii  was 
awarded  to  a  lucky  person  who  had 
registered  at  one  of  the  station's 
booths  in  town. 


•  WABC,  New  York  is  giving  away 
free  to  every  listener  who  requests 
it,  a  booklet  entitled  "Suggestions 
for  Hay  Fever  Sufferers." 

•  WCAU,  Philadelphia,  in  cooper- 
ation with  the  dairy  industry,  con- 
ducted a  campaign  to  promote  the 
increased  use  of  milk  and  milk  prod- 
ucts. Listeners  converged  on  the 
Station's  grounds  and  parking  lot  for 
a  free  picnic  and  open  house  at  the 
Dairy-Go-Round. 

Football  sales:  Notre  Dame  Football 
games  for  1962  on  KABC,  Los  An- 
geles to  Oscar  Gregory  Chevrolet  of 
Paramount  and  Texas  American  Oil 
Company  of  Midland  .  .  .  Penn  State 
football  games  on  KDKA,  Pittsburgh 
to  Gulf  Oil. 

J 

PEOPLE  ON  THE  MOVE:  Hollis 
Francis  rejoins  WJAG,  Norfolk,  Neb. 
as  sales  manager  .  .  .  Jerry  M.  Lan- 
day  to  news  director  at  WINS,  New 
York  .  .  .  Cy  Swingle  to  general  sales 
manager  for  local  and  national  sales 
at  WCKR,  Miami  .  .  .  Robert  F.  Bar- 
tusch  to  station  manager  and  Edgar 


IN  NORTHEASTERN  NEW  YORK  AND  WESTERN  NEW  ENGLAND 

WRGB  AGAIN 


Total  Homes  Reached — Average  Quarter  Hour 


ARB  9  AM  to 

Mar.  '62    Midnight— 
Mon.-Sun. 


NIELSEN    6  AM  to 
Mar.  '62    7:30  PM- 
Mon.-Fri. 


7:30  PM  to 
2:00  AM— 
Sat -Sun. 


WRGB   STATION  A  STATION  B 
48.3%        29.0%  22.7% 


48.6%        30.8% 


20.6% 


47.4%        25.3% 


27.3% 


992-1 6B 


A  GENERAL  ELECTRIC  STATION 

ALBANY    •    SCHENECTADY    •    TROY 


I 


Hi:    KATZ  AGENCY,  in* 

National  Representatives 


W.  Willis  to  assistant  manager  at 
WHHM,  Memphis  .  .  .  Ken  Warren 
and  Bob  Harper  to  WING,  Dayton 
.  .  .  Frank  E.  Mullen  to  president  and 
Robert  Nathe  to  executive  vice  pres- 
ident of  The  United  Stations  Net- 
work .  .  .  Lee  Fondren,  manager  of 
KLZ,  Denver,  to  the  board  of  direc- 
tors of  CBS  Radio  Affiliates.  .  .  .  Bert 
Cowlan  to  director  of  community  re- 
lations for  WINS,  New  York  .  .  . 
Kirby  Ayers  to  executive  producer 
at  WCBS,  New  York  .  .  .  Arch  H. 
McDonald  to  local  sales  manager 
for  WRC,  Washington,  D.  C.  .  .  .  Bob 
Yochim  to  sales  development  direc- 
tor at  KYA,  San  Francisco  .  .  .  Ellis 
Marvin  to  director  of  news  and  pub- 
lic affairs  at  WEBR,  Buffalo  .  .  . 
Robert  L.  Owens  to  manager  of 
KXGO,  Fargo  and  KXJB-TV,  Valley 
City-Fargo  .  .  .  Herb  Briggin  to  ac- 
count executive  at  KSFO,  San  Fran- 
cisco .  .  .  Phil  Goldman  to  account 
executive  at  KNOE,  Monroe,  La.  .  .  . 
Thorn  Robertson  to  sales  manager 
for  WMEX,  Boston  from  account  ex- 
ecutive at  WEZE  and  WORL,  Boston. 

Fit! 

KVIL  (AM  &  FM),  Dallas,  started  a 
four  week  promotion  back  in  March 
but  it  ran  so  well  it  was  extended 
for  10  more  weeks. 

It  was  a  promotion  in  reverse: 
there  were  only  a  few  terse  an- 
nouncements on  the  air,  and  no 
ballyhoo,  but  prizes  given  for  writ- 
ing in  turned  out  to  be  enormously 
valuable:  a  trip  to  Mexico  City,  a 
Dior  gown,  cash,  appliances,  food 
and  freezers,  and  vacations.  Even- 
tually over  10,000  replies  were  re- 
ceived. 

The  fm  outlet  of  Michiana  Telecast- 
ing Corp.,  has  signed  on  the  air. 

The  station  is  currently  duplicat- 
ing the  WNDU,  South  Bend  schedule. 

FM  Group  Sales,  a  new  rep  firm, 
has  added  to  their  accounts  national 
radio  advertisers  in  New  York  and 
Chicago  who  have  never  used  fm 
radio  before. 

Philip  Morris  and  Curtis  Publish- 


. 


64 


M'ONMHt 


27  aucist  1%2 


ing  have  placed  52-week  orders  with 
a  group  of  six  fm  stations  in  Los 
Angeles  through  the  firm. 

Philip  Morris  (Benton  &  Bowles) 
is  running  seven  "group  minutes" 
per  week;  Curtis  (BBDO)  has  sched- 
uled five  group  minutes  and  five 
group  half-minutes. 

The  rep  firm  also  represents  a 
group  of  six  stations  in  Chicago,  and 
plans  groups  in  New  York,  Boston, 
Detroit  and  San  Francisco. 

Among  the  major  advertisers  show- 
ing interest  in  fm  stereo  is  Philco, 
who  will  sponsor  an  all-night  pro- 
gram on  WTFM,  New  York. 

The  program  is  "Moondial,"  an  fm 
stereo  segment  broadcast  from  mid- 
night to  6  a.m.,  Monday  through  Fri- 
day. 

Philco's  contract  extends  through 
December,  1962. 

Fm  here  and  there: 

•  KHIQ  (FM),  Sacramento  began 
multiplex  stereo  broadcasting  with 
a  special  three-hour  program.  The 
station  is  planning  a  full-time  sched- 
ule of  stereo. 

•  WSBT  (FM),  South  Bend,  began 
fm  broadcasting  on  12  August.  Ar- 
thur R.  O'Neil,  general  manager  of 
the  WSBT  stations,  announced  there 
would  be  special  unduplicated  pro- 
grams throughout  the  week. 

PEOPLE  ON  THE  MOVE:  Richard  J. 
Wall  to  sales  manager  of  KCMO 
(FM),  Kansas  City  .  .  .  Robert  Flan- 
ders to  manager  of  WFBM-Muzak, 
Indianapolis  .  .  .  Niel  A.  Buckley  to 
commercial  manager  and  assistant 
general  manager  of  WFOL,  Hamilton- 
Fairfield,  from  account  executive  at 
WPFB,  Middletown. 

Station  Transactions 


The  first  tv  station  licensed  from  the 
start  to  telecast  in  a  foreign  lan- 
guage—and the  first  Spanish  lan- 
guage station  in  Los  Angeles — is 
KM  EX-TV. 

The  station  starts  in  September 
on  channel  34.  It  covers  800,000  per- 
sons of  Mexican  origin  in  the  area, 
the  third  largest  Mexican  community 
in  the  world. 


Manager  is  Julian  Kaufman.  The 
station  is  jointly  owned  by  Fouce 
Amusement  Enterprises,  Rene  An- 
selmo,  Edward  Noble,  Emilio  Azcar- 
raga,  and  Kaufman. 

The  station  will  become  the  flag- 
ship of  the  recently  organized  Span- 
ish International  Network,  which  al- 
ready has  five  vhf's  and  one  uhf 
along  the   U.   S. -Mexican  border. 

KMEX-TV  will  spend  $100,000  for 
advertising  and  promotion  before  it 
goes  on  the  air,  through  Kenyon  & 
Eckhardt. 

Networks 

NBC  TV  this  year  invested  its  dis- 
patch to  editors  of  publicity  files  on 
the  fall  nighttime  series  with  touch 
of  Madison  Avenue. 

It  enclosed  this  bulky  collection 
in  an  attache  case. 

And  to  add  a  little  more  the  editor 
got  his  initials  imprinted  on  the 
case  in  gold. 

TV  Sales:  Liggett  &  Myers  bought 
one-half  sponsorship  of  "The  River 
Nile,"  an  NBC  News  tv  special.  Buy 
was  made  via  J.  Walter  Thompson 
.  .  .  The  Institute  of  Life  Insurance, 
Bristol-Myers  and  Goodyear  have 
signed  for  full  sponsorship  of  the 
coming  national  and  local  elections 


on  CBS  TV  .  .  .  ABC  TV's  "Tennessee 
Ernie  Ford  Show"  to  Vick  Chemical 
for  six  months  beginning  1  October. 
Agency:    Morse    International. 

New  affiliate:  WGGG,  Gainesville  has 
joined  the  CBS  Radio  Network. 

PEOPLE  ON  THE  MOVE:  Richard  N. 
Burns  to  director  of  contracts  and 
assistant  business  manager  and 
Julian  J.  Linde  to  contract  manager 
at  CBS  TV  sales  department  .  .  . 
Walter  Stein  to  director  of  research 
and  sales  for  ABC  TV  o&o's  .  .  . 
William  F.  Asip  to  sales  department 
of  CBS  as  account  executive  .  . 
Armand  Grant  to  vice  president  in 
charge  of  daytime  programing  at 
ABC  TV. 

Representatives 

The  North  Dakota  KX  Network,  com- 
posed of  five  tv  stations,  has  ap- 
pointed Young  Television  as  its  na- 
tional rep. 

This  is  the  first  time  all  stations 
are  being  represented   by  one  firm. 

The  stations  involved  are:  KXJB- 
TV,  Valley  City-Fargo;  KXMB-TV,  Bis- 
marck; KXAB-TV,  Aberdeen;  KXMC- 
TV,  Minot;  KDIX-TV    Dickinson. 

Four  account  executives  and   a   di- 


to  ii  see  in  ore  <»»»oriuniti(*s 
through  our  eves 

\ml  you  are  protected  from  the  hazards  <'i    negotiating   on 
your    own    1>\     Blackburn  >    penetrating    knowledge    "I    markets. 
We  tlo  not  send  out  list>:  ever)   sale  is  bandied  on  an 
individual  basis.   Seeing   the  total    picture   through   ouj    eyes 
widens  opportunities  and  narrows  the  risk  Eor  both  buyei 
and  seller. 

BLACJK^JBTJjR/J^J  &  Company,   Inc. 

RADIO  •  TV  •  NEWSPAPER  BROKERS 
NEGOTIATIONS  •  FINANCING  •  APPRAISALS 


WASHINGTON,  D.  C.     CHICAGO 


ATLANTA 


fames  W.    Blackburn  H.   W.   Cassill  Clifford  B.  Marshall 

lack  V.   Harvey  William   B.   Ryan  Stanley  Whitaker 

Joseph    M.   Sitrick  Hub    (ackson  .      _    ....... 

Cerard  F.   Hurley  333  N.  Michigan  Ave.  |ohn  c    Williams 

RCA   Building  Chicago,   Illinois  "02   Hcalcy   Bldg. 

FEderal   3-9270  Financial   6-6460  |Ackson    5-1576 


BEVERLY  HILLS 

Colin    M.    Sclph 
C  Bennett  Larson 
Bank  of  America  Bldg. 
9465  Wilshire  Blvd. 
Beverly    Hills.    Calif. 
CRestview  4-8151 


H'HNSOR 


2,    MJGUST    1962 


65 


rector  of  research  have  been  added 
to  the  staff  of  The  Boiling  Company. 

Two  of  the  account  men,  Peter  R. 
Scott  and  Robert  Cronin,  have  been 
assigned  to  the  tv  department.  Scott 
was  formerly  with  the  Katz  Agency 
in  charge  of  eastern  tv  sales  and 
Cronin  was  with  Blair. 

Joining  the  radio  sales  depart- 
ment are  Phillips  Clark  and  Joseph 
P.  Foley.  Previously,  Clark  was  with 
WVOX,  New  Rochelle,  and  Foley  was 
a  staff  member  of  Paul  H.  Raymer 
and    Weed. 

The  new  director  of  research  is 
N.  Gary  Eckard,  who  comes  to  the 
New  York  rep  firm  from  Charles 
Harrison  Smith  Associates,  Minnea- 
polis. 

Rep  appointments:  WHFS  (FM), 
Washington,  D.  C.  to  Herbert  E. 
Groskin  &  Company  .  .  .  WDKA, 
Nashville  to  Robert  E.  Eastman  & 
Company  .  .  .  WWHG  (AM  &  FM), 
Hornell  and  WBNR,  Beacon-New- 
burgh  retain  Burn-Smith  Company 
.  .  .  WPGC,  Washington,  D.  C.  to 
Gil-Perna  .  .  .  WSTV-TV,  Steubenville, 
Ohio,  to  Peters,  Griffin,  Woodward 
.  .  .  WFMJ-TV,  Youngstown  to  Blair 
for  national  sales. 

PEOPLE  ON  THE  MOVE:  Richard 
Hartwell  to  account  executive  at 
Eckels   &  Co.   .   .   .   Bruce   Johnson 

to  the  Los  Angeles  office  of  AM 
Radio  Sales  .  .  .  Robert  G.  Hinds 
to  radio  account  executive  at  Peters, 
Griffin,  Woodward,  Los  Angeles  .  .  . 
Patrick  W.  Norman  to  the  Chicago 
office  of  Bernard  Howard  &  Co.  as 
account  executive. 

Film 


The  United  Artists  name  will  soon 
be  the  one  by  which  Ziv-UA  will  be 
identified.  Last  week  Ziv-United 
Artists,  Inc.,  announced  that  it  would 
change  its  corporate  name  to  United 
Artists  Television,  Incorporated,  ef- 
fective 1  September. 

The  change  signifies  the  new  phil- 
osophy of  the  merged  Ziv  and  UA 
companies.  Earlier,  Ziv  had  done  all 
its  own  production  for  tv  and  UA 
had  dealt  exclusively  with  independ- 


ent theatrical  and  tv  producers.  For 
a  time  the  Ziv-UA  combine  exhibited 
a  mixture  of  the  two  attitudes,  with 
the  UA  philosophy  becoming  more 
and  more  predominant  over  the 
seasons. 

Now  UA-TV  will  work  only  through 
autonomous  producers,  as  UA,  the 
parent  company,  does  in  the  theatri- 
cal field. 

UA-TV  is  expanding  its  network 
programing,  while  continuing  its 
local,  regional,  and  foreign  program- 
ing and  distribution. 

Programing:  Problems  perplexing  the 
average  golfer  and  taken  up  in  a 
new  series,  The  Golf  Clinic,  produced 
and  directed  by  Leonard  Anderson 
and  filmed  at  Doral  Country  Club  in 
Miami  .  .  .  Peter  M.  Robeck  will  dis- 
tribute "Trails  West"  with  Ray  Mil- 
land  as  host,  consisting  of  52  addi- 
tional half-hours  of  "Death  Valley 
Days"  specially  revised  for  re-release. 

Financial   report:   MCA  Inc.  for  the 

six  months  ending  30  June  1962  had 
consolidated  unaudited  net  earnings 
of  $6,631,000,  after  preferred  divi- 
dends equal  to  $1.38  per  share  on 
4,519,603  shares  of  outstanding  com- 
mon stock.  In  addition  there  was  a 
non-recurring  item  of  $0.46  a  share. 
Figures  include  MCA  interest  in 
Decca  Records'  reported  consoli- 
dated net  earnings  for  the  period, 
adjusted  on  a  "pooling  of  interests" 
basis. 

Sales:  Seven  Arts  Volume  III  now  in 
75  markets  via  sales  to  WKTV,  Utica; 
KCEN-TV,  Temple;  WBTV,  Charlotte, 
and  WFBC-TV,  Greenville.  The  Tem- 
ple station  also  purchased  Volume 
II.  .  .  Same  distributor's  Boston  Sym- 
phony Orchestra  series  to  KGUN-TV, 
Tucson,  and  WKYT,  Lexington  .  .  . 
Telesynd's  Lone  Ranger  feature  film 
for  four  more  stations:  KDKA-TV, 
Pittsburgh;  WTIC,  Hartford;  WMAR- 
TV,  Baltimore,  and  KBMT,  Beaumont, 
while  the  half-hour  series,  now  in 
70  markets,  was  sold  to  nine  more 
stations:  WRGB,  Schenectady;  WLW- 
D,  Dayton;  KSD-TV,  St.  Louis; 
KCMO-TV,  Kansas  City;  KLZ-TV, 
Denver;  KCPX,  Salt  Lake  City; 
KDKA-TV,  Pittsburgh;  WRAL-TV,   Ra- 


leigh; and  WMCT,  Memphis  .  .  .  Tele- 
synd's Ray  Bolger  sold  in  Canada  to 
CHCH-TV,  Hamilton;  CJSS  and  CJCB, 
Halifax  .  .  .  Allied  Artist  Tv's  Bomba 
the  Jungle  Boy  features  sold  lo 
WBAP-TV,  Ft.  Worth;  WCIV-TV, 
Charleston;  WGN-TV,  Chicago:  KCOP, 
Los  Angeles;  WALA-TV,  Mobile; 
WDSU-TV,  New  Orleans:  CKLW-TV, 
Detroit;  WIS-TV,  Columbia,  S.  C; 
WJBF-TV,  Augusta,  and  WRVA-TV, 
Richmond. 

Public  Service 

The  New  York  Philharmonic  concerts 
will  return  to  the  CBS  Radio  Network 
for  the  33rd  consecutive  season. 

To  celebrate  the  orchestra's  in- 
augural year  at  Philharmonic  Hall 
in  the  city's  new  Lincoln  Center,  the 
broadcast  season  will  include  the 
world  radio  premieres  of  specially 
commissioned  works  by  ten  famous 
composers. 

The  contributing  composers  will 
be  Samuel  Barber,  Leonard  Bern- 
stein, Carlos  Chavez,  Aaron  Copland, 
Alberto  Ginastera,  Hans  Werner 
Henze,  Francis  Poulenc,  Paul  Hinde- 
mith,  Darius  Milhaud,  and  William 
Schuman. 

Public   Service   in  Action: 

•  KXOL,  Fort  Worth  disc  jockeys 
— six  of  them — led  a  campaign  to 
encourage  Fort  Worth  and  Tarrant 
County  residents  to  take  the  Sabine 
oral  vaccine  on  two  Sundays,  25 
July  and  5  August.  As  a  result,  over 
86%   of   residents  were   immunized. 

•  KRON-TV,  San  Francisco,  will 
donate  air  time  to  debates  for  local 
and  state  political  office,  including 
the  Brown-Nixon  race  for  the  gov- 
ernorship. 

KYW,  Cleveland  is  presenting  the 
first  audience-participation  show  on 
mutual  funds.  The  show  is  entitled 
"Program   P.M." 

PEOPLE  ON  THE  MOVE:  Frieda 
Schmitt  to  the  public  affairs  depart- 
ment of  WHLI,  Hempstead  from 
Ogilvy,  Benson  and  Mather  .  .  . 
Paul  J.  Price  to  community  service 
director  of  WHIO  (TV-AM  &  FM) 
Dayton.  ^ 


66 


SPONSOR 


2,    w  i.i  ST    I'Kil 


(and  your  listeners) 


Free  broadcast  material  -  radio  and  TV -available  for  the  5th  International  Food  Congress  &  Exhibition 


II! 


:- 


From  September  8  through  16  food  will  be  on  the  tip 
of  everyone's  tongue — because  food's  the  star  of  the 
biggest,  best  Food  Festival  ever.  It's  at  the  New  York 
Coliseum.  There  will  be  exhibits  and  displays  (including 
one  about  mass  media),  food  tips  from  around 
the  world  and  an  International  Gourmet  Super 
market.  Among  many,  many  other  features. 
To  help  you  get  the  word  out  to  your 
listeners  and  viewers  about  this  food  gala, 


we  have  prepared  broadcast  material  for  you:  fact  sheets, 
scripts  and  taped  ID's.  Plus  a  batch  of  mighty  inter- 
esting feature  material.  All  free  for  the  asking. 
So  ask:  just  fill  out  the  coupon  and  send  it  to  the 
5th  International  Food  Congress  &  Exhibition  (oh, 
r y_oucan  call  us  "International  Food 

Station. 


r'h«  food  fes„val.  The  works 


Congress"),  BBDO, 

383  Madison  Avenue, 

New  York  17,   N.  Y. 


SPONSOR 


2,    u  (.i  st   L962 


(  : 


I 


3) 


_  -O 


Don  Menke  has  been  chosen  manager  of 
stations  for  the  Time-Life  Broadcast  prop- 
erty in  Indianapolis.  Eldon  Campbell,  vice 
president  announced  the  appointment. 
Menke  takes  over  operational  control  of 
W'FBM  (TV-AM  &  FM),  Indianapolis, 
effective  2  September.  A  veteran  broad- 
caster, he  has  been  with  W'FBM  for  more 
than  20  years  and  was  formerly  manager 
of  WEOA,  Evansville.  In  1955  he  assumed  the  post  of  commercial 
manager  for  W^FBM-TV  and  was  promoted  to  manager  in  1960. 

John  D.  Scheuer,  Jr.,  director  of  public 

relations    and    programing    for    Triangle 

Stations,  has  been  appointed  administrative 

executive.    He  will  be  coordinating  the  ac- 

ti\ilies  between  division  headquarters  and 

all   Triangle   stations.      Scheuer   has   been 

active  in  broadcasting  for  over  20  years. 

From  1942  until  1954,  he  served  with  the 

WFIL   stations   in   a   variety    of   capacities 

including  director  of  operations  and  assistant  to  the  general  manager. 

For  almost  two  \ears  he  was  general  manager  of  K T\  I.  St.  Louis. 

Charles  S.  Chaplin  has  joined  Seven  Arts 
Productions.  Ltd.  as  vice  president  and 
Canadian  sales  manager.  Hell  be  in 
charge  of  the  Canadian  t\  distribution  of 
all  Seven  Arts  products  to  be  offered  in 
Canada.  Prior  to  his  association  with  the 
film  company.  Chaplin  was  president  n 
Trans-Canada  Distribution  Enterprises; 
Before  that  he  was  Canadian  general  man- 
ager for  United  Artist  for  17  years.  Also.  Chaplin  served  as  chair- 
man for  the  Motion  Picture  Industrj  Council  of  Canada. 

Charles  C.  Pogan  i>  the  new  l\ -elected  vice 
president  of  Capital  Cities  Broadcasting. 
Pogan  has  worked  with  the  company  for 
the  pasl  eighl  years  in  the  capacity  of  di- 
rector of  operations  for  \\  II  \-T\  .  Mhauy. 
In  L953  he  fii-l  took  this  position  to  assist 
in  piilliiii:  the  station  on  the  air.  The  follow- 
ing year  in  November,  Capital  Cities  pur- 
chased the  station.  Before  going  to  Ubany, 
Pogan  was  associated  with  (\  operations  and  advertising  agencies 
in  Scranton   and    Boston  and   with   network   operations  in   New    ^  ork. 


68 


SPONSOR 


27  august  1962 


///;///.  /////.  in  buyers  of 
oil  media  facilities 


The  seller's  viewpoint 


/  hare  the  feeling  computers  uia\  do  no  more  ihuii  decrease  tunc  mid  in- 
crease cost  illicit  it  comes  to  testing  market  and  station  problems,  says  Robert 
II  .  Ferguson,  executive  rice  president  and  general  manager  of  II  I  Ul  -I I  . 
II  heeling,  II  .  I  a.  Ferguson  joined  Tri-Citj  Broadcasting  Co.  as  general 
manager  oj  II  T  RF  and  It  TRF-Tl  in  ll>  IT.  He  is  present! \  president  of  the 
II  est  Virginia  Broadcasters  Issociation  and  the  SBC-TV  Affiliates  Board 
<>t  Delegates.  Ferguson  started  out  in  communications  as  a  newspaperman; 
first  as  a  reporter  lor  a  II  iscoiisin  paper,  and  later  uitli  the  Dix  newspaper 
chain  and  other  newspapers  up  until  World  II  ar  II. 


Will   computers  really  eliminate  station  and  market  problems? 


I  have  been  reading  a  great  deal  about  the  increasing  use 
ol  computers  1>\  advertising  agencies  t<>  "sophisticate  and 
quantify"  their  market  data  for  making  market  decisions 

in  the  future. 

This  i-  a  challenging  idea.  Progress  i-  a  must,  particu- 
larly in  our  industry.  We  hope  that  the  use  of  computers 
l>\  experienced  agency  personnel  for  market  research  mav 
clarify  mam  of  the  prohlems  that  now  exist  in  research- 
ing markets  and  making  decisions. 

What  I  would  like  In  know  i-  what  data  or  information 
i-  going  to  he  used  in  this  space-age  computer-controlled 
era — from  what  I  gather,  the  computer's  output  is  only  as 
good  as  it-  input.  Specific,  detailed  information  about  anv 
given  market  can  only  he  obtained  from  the  accuracy  of 
(he  research  data   fed   into  the  computer. 

Does  this  mean  that  data  now  supplied  by  several  of  the 
research  companies,  much  of  which  is  contradictory,  will 
he  used?  It  so,  I  have  the  very  uneasy  feeling  that  the 
same  problems  that  confront  many  tv  station-  and  markets 
now  will  confront  them  via  the  computers,  with  the  onlv 
difference  being  the  decrease  in  time  it  take-  to  come  to 
the  same  decisions,  and  the  increase  in  cost  for  using  the 
i  omputer  to  arrive  at  these  decisions. 

Or  will  the  use  of  computers  finally  herald  the  begin- 
ning  of  an  era  when  the  research  material,  which  a  t\  -t.i 
tion  in  a  market  spends  much  time  and  money  to  gather, 
lie  used  to  accurately  pinpoint  the  potential  of  the  mar- 
ket in  question?  Will  the  computers  Iced  a  qualitative,  as 
well  as  quantitative  summary  of  a  market"-  potential  to  the 
media  experts  that  will  eventually  make  the  marketing 
decisions? 

1  he-e  are  not  impertinent  questions.  WTRF-TV,  a-  has 
mam  other  stations,  ha-  been  one  of  the  victims  of  the 
"lo-t  home-"  brigade  that  seem-  to  crop  up  from  time  to 
time  in  research  findings  by  supposedly  reputable  research 
organizations.  1  wonder  if  the  computer  will  find  the 
20,000  home-,  say,  that  we  might  ha\e  lo-t  from  one  rating 
period  to  another.    No  one  else  got  them,  according  to  our 


Studies,   and    we    ju-l    wondered    if  20,000   home-    ju-t    gave 

up  on  television  for  the  duration. 

Or  will  the  computer  he  able  to  accept  the  fact  that 
there  i-  such  a  thing  a-  a  t\  market  a-  opposed  to  a  news- 
paper or  other  market.  Many  of  the'  current  research  and 
statistical  standards  being  used  today  to  determine  exactly 
what  a  market  con-i-ts  of  are  outmoded  throwbacks 
-eared  to  the  specific  needs  of  the  newspaper  medium. 
There  arc  a  ureal  nuinlici  of  t\  markets  today  which  suffer 
'loin  the  iconoclastic  yoke  which  market  restriction-  hung 
on  them  1>\  such  highly  respected  and  official  documents 
as  its  Standard  Metropolitan  Statistical  Data  booklet  is- 
sued each  vear  1>\  the  Bureau  of  Census.  I  hi-  i-  a  tome 
that  has  yet  to  recognize  the  fact  that  television  is  a  medi- 
um that  reaches  across  state  and  count\  lines,  cit\  limits, 
and  other  harrier-  to  make  it  the  most  influential  -elliti'j 
medium  the  world  has  ever  known. 

These  are  things  we  don"t  know,  yet  they  are  highly  im- 
portant factors  that  are  reflected  in  our  national  sales 
figures.  If  the  end  product  of  the  computer  usage  by 
agencies  is  going  to  result  in  similar  irrelevancies  in  mar- 
ket rating-  and  rankings,  we  doubl  that  the  agencies  and 
the  clients,  for  whom  they  will  be  investing  all  of  that 
money,  will  l>c  in  receipt  of  any  better  or  more  accurate 
information  than  they  are  at  present. 

Yet,  as  station  operators,  we  would  welcome  any  type 
of  new  media  measurement  programs  that  would  ui\o  the 
stations  the  full  statistics  on  their  actual  market  covera 
Statistics  th.it  would  properly  evaluate  plowing,  affluent 
market-  such  a-  our-  here  in  the  Wheeling-Steubenville, 
West  Virginia,  area  and  would  alleviate  main  ol  the  dis- 
crepancies that  seem  to  consistently  blur  the  accurate  im 
of  a  station's  true  coverage  picture. 

Measuring  services  have  slowly    accepted   the  fact   that 
Metro  ratings  do  uol   give  a  complete  picture'  of  market 
make-up.   Now,  if  <  omputers  •  an  be  utilized  to  give  a  com- 
plete coverage  of  tv  home-  in  a  given  market,  station  op 
tors  will  be  the  fir-t  to  say,  ''Thank-,  will  done."  ^ 


SPONSOR       •       27    AUGUST   1962 


69 


SPONSOR 


Defining  advertising  goals 

Vwr  praised  il  when  il  was  published  last  fall.  We  have 
been  boosting  it  ever  since.  (The  other  day  a  leading  New 
York  station  rep  told  us  he  had  read  it  on  our  recommenda- 
tion, and  has  since  ordered  copies  for  every  one  of  his  sales- 
men. ) 

But  even  so,  and  despite  fairly  hefty  sales  in  the  industry, 
we  don't  think  that  the  ANA  book,  "Defining  Advertising 
Goals  for  Measured  Advertising  Results"  has  yet  reached 
all  the  people  it  should. 

In  our  opinion  it  is  must  reading  for  every  serious  adver- 
tising man,  and  it  is  of  special  importance  to  those  in  broad- 
casting who  sell  time  and  programs  to  national  and  regional 
advertisers. 

The  ANA  book  reflects  the  thinking  of  practically  all  the 
blue  chip  accounts  in  the  business.  (It  was  put  together  by 
a  committee  of  advertising  directors  from  such  corporations 
as  Westinghouse,  Lever,  U.  S.  Steel,  Bristol  Myers,  General 
Foods,  working  in  consultation  with  representatives  of  P&G, 
General  Motors,  S.  C.  Johnson  and  many  others. ) 

It  is  a  clear,  and  perhaps  deceptively  simple  statement 
of  the  principles  under  which  these  company  operate  their 
advertising  programs.  It  deserves  not  quick,  hurried  reading 
but  real  attention  and  study. 

"Defining  Advertising  Goals  for  Measured  Advertising  Re- 
sults" can  be  ordered  through  the  ANA,  155  E.  44th  St.,  New 
York  17.   If  you  don't  have  it  in  your  library,  you  should. 

SPONSOR'S  new  Timebuyers'  Guide 

While  we're  on  the  subject  of  books    (this    i>   practically 
l>ook  Promotion  Week!)  we  want  to  plug  one  of  our  own— 
the  sparkling  new  1962-63  Tv  Timebuyers    Guide  which  you 
will  receive  with  your  copy  of  sponsor's  10  September  issue. 

WC'rc  certain  you'll  find  il  the  mosl  practical,  bandy, 
valuable  desk-book  ol  i\  markd  information  ever  put  togeth- 
er— facts,  figures,  billings,  viewing  and  other  data  lor  91 
leading  t\  markets,  arranged  for  timebuyer  and  media  de- 
partment use. 

Keep  your  eye  out  for  the  \lH)2-()'.\  Tv  Time  Buyers'  Guide 
and  lei  ii-  know  as  soon  as  possible  if  you'll  wan!  extra 
copies  for  others  on  your  staff,  or  in  your  client-"  offices.  ^ 


J 


lO-SECOND  SPOTS 

Typists:  Mechanical  engineers  have 
ascertained  that  a  pressure  of  12 
ounces  is  exerted  with  each  stroke  on 
a  typewriter  key.  Thus.  the)  estimate. 
if  a  speed)  secretary  types  steadily 
eight  hours  a  day,  she  will  use  as 
much  energy  in  one  day  as  is  required 
to  shovel  more  than  100  tons  of  dirt. 


Application:  Heard  on  Jack  Ster- 
ling -  W'CBS  radio  show:  While 
processing  job  applications  at  a  big 
company,  a  personnel  manager  came 
upon  an  applicant  who  had  answered 
one  of  the  questions  in  an  unusual 
manner.  The  question  was:  "Person 
to  notify  in  case  of  accident,"  which 
he  filled  in:  "Anvbodv  in  sight." 


Ballet:  Not  very  long  ago.  a  familv 
watched  a  telecast  of  the  Russian 
ballet.  The  youngster  in  the  group 
watched  the  entire  performance  in 
silence  but  when  it  was  over  he  asked: 
"Why  do  they  make  all  the  girls  stand 
on  their  toes?  Wouldn't  it  be  easier 
to  get  taller  dancers?" 


Television:  Tv  Guide  recently  noted 
that  a  good  quiz-show  emcee  must 
have  exceptional  qualifications:  he 
must  be  a  glib  talker  and  an  attentive 
listener.  But  the  non-attentive  emcee 
can  give  network  officials  ulcers,  the 
magazine  said,  referring  to  the  story 
nf  the  inattentive  emcee  who  asked  .1 
woman  contestant  how  main  children 
she  had. 

"Three,"  said  the  lady. 

"Fine!"  responded  the  emcee.  "  \nd 
what  doc-  sour  husband  do?" 

"lies  dead."  she  said. 

"Fine!"  said  the  emcee  heartily. 


Ad  astra:  \n  industry  source  passed 
I  his  along.  Toward  the  end  of  the 
20th  century,  a  I  nited  Nations  Space 
Exploration  team  landed  on  an  un- 
known planet  far  out  in  space.  Quiet- 
lv  watching  the  earthlings  debark 
From  theii  space  craft  were  two  little 
green  men  sitting  on  the  edge  of  ;« 
crater.  Later,  as  the  little  green  men 
turned  their  hack-  on  the  hustling 
group  below  them,  one  said  to  the 
other:  "Well — there  goes  thai  neigh' 
boi  hood  !' 


70 


M'ONSOU 


27  august  1962 


Teen-Views  ...  a  Junior  Achievement  company  sponsored  and  advised  by 
WOC-TV   .  was  a   junior  television   company  in  every  respect.   For  a  period 

of  seven  months,  these  students  carried  on  every  TV  operation;  programing, 
writing,  producing,  directing,  performing  and  selling  (at  a  profit).  Judged 
the  top  JA  Company,  WOC-TV  is  proud  of  these  youngsters  who  have  demon- 
strated    —    and    learned    —    free   enterprise. 

Scott  County  JA  Company  of   the  Year 

Top  JA   Company    —    10  State   Region 

First   place    in   regional   competition 

Entered   in  competition   ior   National  JA  Company  of   the   Yeor 

WOC-TV  is  more  than  a  member  of  the  community  .  it's  a  mem- 
ber of  the  family.  With  responsible  local  programing,  WOC-TV  has 
created  a  loyal  audience  that  responds  with  enthusiasm. 

Such  attention  carries  a  tremendous  impact  on  the  2  billion  dollar 
market  covered  by  the  WOC-TV  signal.  The  average  household 
has  an  effective  buying  income  of  $6,091*and  part  of  what  and  why 
they  spend  is   actuated   by   what   they   see   and   hear  on  \\  (  )(     I  \ 

The  image  and  impact  created  I>>  WOC-TV  is  given  impetus  by 
an  effective  sales  co-ordinating  staff  that  establishes  and  main- 
tains constant  liaison  between  the  advertiser  and  his  retail  outlet 

For  full  information  about  WOC-TV,  see  \  our  l'(  JW  ( olonel .     toda\  ' 

Sales    Management's    "Survey   of    Buying    Power    —    1962" 


W06 


TV0 


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

DAVENPORT,  IOWA 


THE    QUINT    CITIES    /DAVENPORT     •     BETTENDORF     •     ROCK     ISIAND    •    MOUNt     •     EAST    MOIINE 


Root  Otaft  Q/wAbiQ  CoaAa 


The  Friendly  Group 
becomes 

RUST  CRAFT 

BROADCASTING 

COMPANY 

A  famous  name  in  broadcasting  now] 
joins  with  another  famous  name  . 
Rust  Craft  Greeting  Cards.  Result:! 
new  depth   in  creative  imagination,] 
management  and  merchandising  to 
give  you  better  service  than  ever! 


VurottHiMint  * 


.  WSTV-TV*(CBS),WSTV-AM,Steubenville,C| 
•  WRGP-TV  (NBC),  Chattanooga,  Tenn.**  jj 
.  WRDW-TV.  (CBS)  Augusta,  Ga. 
•  WBOY-TV,  WBOY-AM  (NBC). 

Clarksburg,  W.  Va. 

.  WPIT-AM  FM,  Pittsburgh,  Pa. 

.  WSOL-AM,  Tampa,  Fla. 

EXECUTIVE  HEADQUARTERS: 

John  J.  Laux,  Exec.  Vice  President 

Steubenville,  Ohio 

NEW  YORK  OFFICES: 

Lee  Gaynor,  National  Sales  Manager 

Fred  Weber,  V.P.,  Planning  Development 

680  Fifth  Ave.,  N.Y..  Canada  House.  JU  6  551 1 

REPRESENTATIVES: 

*PetersGriffin-Woodward,  Inc.; 
Avery-Knodel,  Inc.;  **H-R  Television,  Inc  I 


RECEIVED 


SEP    41962 


SP  "If 

IE  WEEKLY  MAGAZINE   RADIO  TV   ADVERTISERS   USE 


3  SEPTEMBER  1962— 40c  a  copy  $8  a  year 


TV  TERRITORIES— 
More  companies  now 
make  marketing  areas 
conform    to    television 


coverage 


P27 


RADIO  REVIVAL— 
NL&B  is  building  up  a 
strong  radio  strategy 
for  several  clients — 
here's  why  p  31 


RADIO  moves  with  a  going  America 


lillions  of  students  are  on  the  move  — back  to  college. 
Tost  would  be  willing  to  buy  your  product -but  how  do 
hi  reach  them?  Spot  Radio's  selectivity -right  .station, 
ght  time,  right  program -is  the  answer  to  pinpointing 
lis  growing  market.  These  great  stations  will  sell  them 
bur  product. 


Radio  0  m  m 

Edward  Petry  &  Co.,  Inc. 

s 

Representath  <• 


NEW   YORK 


CHICAGO 


ATLANTA 


BOSTON 


DALLAS 


KOB 

WSB 

WGR 

WGN 

WDOK 

WFAA 

KBTR 

KDAL 

KPRC 

WDAF 

KARK 

KLAC 

WINZ 

KSTP 

DETROIT      • 


Albuquerque 

Atlanta 

Buffalo 

Chicago 

Cleveland 

DallasFt.  Worth 

Denver 

Duluth-Superior 

Houston 

Kansas  City 

Little  Rock 

Los  Angeles 

Miami 

Minneapolis-St.  Paul 


WTAR  Norfolk-Newport  News 

KFAB  Omaha 

KPOJ  Portland 

WRNL  Richmond 

WROC  Rochester 

KCRA  Sacramento 

KALL  Salt  Lake  City 

WOAI  San  Antonio 

KFMB  San  Diego 

KMA  Shenandoart 

KREM  Sp 

WGTO  TampaLakelandOrlantio 
KVOO 

Intermountain  Network 


LOS    ANGELES 


SAN    FRANCISCO 


ST.    LOUIS 


_ 


YOU  MAY  NEVER  HEAR  A  BIRD  SAY  300  WORDS  - 


WKZO  RADIO  MARKET 
COVERAGE  AREA  •  NCS  '61 


BUT...  WKZO  Radio  Can  Speak  for  You 
in  Kalamazoo -Battle  Creek 
and  Greater  Western  Michigan! 

Pick  any  quarter-hour  between  6  a.m.  and  midnight, 
Mon.  thru  Fri. — and  WKZO  Radio  will  be  reaching  mort 
people  in  Kalamazoo-Battle  Creek  and  Greater  Western 
Michigan  than  any  other  radio  station!  (Pulse,  Sept.,  '61. 

More  facts?     NCS  '61  credits  WKZO  Radio  with  more 
circulation  than  any  radio  rival — 40.4%  more  than  all 
other  Kalamazoo  stations  combined. 

Greater  Western  Michigan  is  a  fast-growing  market. 
Kalamazoo  itself  is  expected  to  outgrow  all  other  U.  S. 
cities  in  personal  income  and  retail  sales  between  1960  and 
1965.     (Sales  Management.) 

Ask  your  Avery-Knodel  man  for  all  the  facts! 

%"Sandy  Pauls,"  a  budgerigar,  knew  12  nursery  rhymes  t:nd  over  300  words. 


Sj/wSJetyiWfr/wM 


WKZO    KALAMAZOO-BATTLE  CREEK 
WJEF    GRAND  RAPIDS 
WJEF-FM    GRAND  RAPIDS-KALAMAZOO 
WWTV-FM    CADILLAC 

TELEVISION 

WKZO-TV    GRAND  RAPIDS-KALAMAZOO 
WWTV/  CADILLAC-TRAVERSE  CITY 

/WWUP-TV    SAULT  STE.  MARIE 
KOLN-TV/  LINCOLN,  NEBRASKA 

/KGIN-TV    GRAND  ISLAND,  NEB. 


WKZO 


CBS  RADIO  FOR   KALAMAZOO-BATTLE  CREEK 
AND    GREATER    WESTERN    MICHIGAN 

AreryKnodel,  Inc.,  Exclusive  National  RepreienfofiVei 


aniinunrintj 


The 

Leadership 

Station 

in 
Columbus.  Ohio 


effective  immediately 

\ym\m.  owned  and  operated  by 

the  North  American  nroadeustiny  ro.. 

proudly  announces  the  appointment  of 

0-jr  nepresentatires.  me. 

as  exelusive  national  representatives 

an  u-n  uni/pjlan  station 


SPONSOR       •       3    SEPTEMBER    1962 


Buying  Wisconsin's 
2nd  Retail  Trade  Zone 


OF  THE  MARKET! 

WKOW-TV     does! 

WKOW-TV  bases  its  rate  card 
sold)  on  viewers  reached  with- 
in the  actual  Madison  \  South 
Central  Wisconsin  trading  zone 
—where  90  per  cent  of  tv  sets 
bring  in  WKOW's  picture 
bright  and  clear  and  undupli- 
cated.  Thus  your  advertising 
dollar  is  protected,  maximum 
market  coverage  is  assured. 
Your  product  gets  more  fre- 
quent exposure,  for  the  same 
money,  when  you  display  it  on 
WKOW-TV.  Ask  your  Young 
TV  rep  to  prove  this  to  you. 


^  on 


i    1 1  hiic    reach 

impact 


more  sales 
.  28%  more 
counties  than  station 
B.  And  61%  more 
than  station  C.  Phone 
II  R  at  PLaza  9  6800. 


mm 


MADISON,  WISCONSIN 

Ben   Hovel,  Cen.  Sales  Mgr. 

Larry  Bcntson,  Pres.,  Joe  Floyd,  Vice-Prcs. 

Tony  Moe,  Exec.  Vice-Prcs.  &  Cen.  Mgr. 

Represented   by   Young  TV 

1,'JMtM 


Xtidcontinent    Broadcasting    Group 

WKOW-AM  and  TV  Madison  •  KELO-LAND 
TV  and  RADIO  Sioux  Falls,  S.  D.  •  WIOL- 
AM,     FM     Mpls.-St.     Paul     •     KSO     Dcs     Moines 


©  Vol.  16,  No.  36 


3  SEPTEMBER   1962 


PONSOR 


EEKLY    MAGAZINE  TV/RADIO  ADVERTISERS  USE 


ARTICLES 

Now  tv  areas  =  sales  areas 
27    SPONSOR  finds  more  product   distribution   executives  following  Anheuser- 
Buscli's  lead   and   defining   theii    sales   inritories  in  terms  of  television 

NL&B  rediscovers  radio 

31     Large    agency    focuses   more    attention    on    radio    and    multiple    outlets 
with    grass-roots    studies    and     timebuver-executive    \isits    to    markets 

One  sponsor  begets  another 

34    Detroit    advertiser's    successful    sponsorship    of    a    public    affairs    show 
leads    to    more    sales    of    these    programs;     t\     station    predicts    trend 

Radio's  dollar  data  can  be  had  if — Part  Two 

36    Study  shows  that   radiomen   can   have   industry   dollar  data   at   realistic 
costs  if  they  are  prepared  to  work  and  pool  resources  for  the  industrv 

Nets  ready  for  fall  season 

39    Nighttime  network  tv  schedule-  harden  as  '62-'63  season  prepares  to  open 
after  big  sales.  Situation  comedies,  westerns,  dramas  dominate  the  scene 

Newspapers  flunk  in  Texas  survey 

42     Corpus  Christi  station,  sick  of  goofy-type  research   l>\   competitiors.  pulls 
off  a  "newspaper  coincidental"  showing  poor  readership  and   attention 

Spot  tv  spending — up  again 

44    Spot  tv  expenditures  outpace  last   yeai    in   the  second  quarter  by   IT'r: 
total  for  quarter  is  S'89.4  million   with    push   from  automotives.  others 

NE^rVS:  Sponsor- Week  11,  Sponsor-Scope  19,  Washington  W  eek  55. 
Spot-Scope  56.  Sponsoi  Hears  53.  Sponsor-Week  Wrap-I  p  60.  T\  and  Radio 
Newsmakers  68 

DEPARTMFNTS:  Sponsor  Backstage  6,  555/5th  24.  Time- 
buyer's  Corner  45.  Seller's  Viewpoint  69.  Sponsor  Speaks  70.  Ten-Second 
Spots  70 


Officers:  Norman  R  Glenn,  president  and  publisher:  Bernard  Piatt,  ex- 
ecutive vice  president;   Elaine  Conper  Clenn,  secretary-treasurer. 

Editorial:  editor.  John  E.  MrMillin:  news  editor.  Ben  Bodec:  senior  editor, 
Jo  Rnnson:  Chicago  m.inneer.  Guen  Smart:  n««isirtnt  news  editor.  Flevtrard 
pl<rHrh:  associate  editors.  Mary  I.nn  Pnnsrll,  Mrs.  Rnlh  S  Frank.  Jane  Pollnk, 
William  J.  McCuttie:  columnist.  Joe  Csida:  art  editor.  Maury  Kurtz:  produc- 
tion edi'or,  B~rb"ra  Love;  editorial  research.  Cathy  Spencer:  special  projects 
editor,  Dat  id  Wisely. 

Advertising:  rjcncral  calec  manager.  Willard  /..  Dnuchrrtv:  southern  sales 
manager,  Herbert  M.  Martin.  Jr.:  western  manager.  John  E.  Pearson;  north- 
east sales  manager.  Edward  J.  Connor;  production  manager,  Leonice  K.  Mertz; 
sales  service  secretary,  Karen  Mulhall. 

Circulation:  circulation  manager.  Jack  Ravman:  John  J.  Kelly,  Mrs. 
Lydia  Martinez.  Sandra  Ahramowitz.  Mrs.  Lillian  Berkol. 

Administrative:  business  manager.  C.  H.  R»rric:  bookkeeper,  Mrs. 
Svd  Guttmin:  George  Becker.  Michael  Crocco,  Madeline  Camnrda:  reader 
service,    Mrs.  Lenore  Roland,  Doroih\    VanLeuven;   assistant  to  the  publisher, 

Charles  Nash. 


©  1962  SPONSOR   Publications   Inc 

SPONSOR  PUBLICATIONS  INC.  combined  with  TV  (Jr-,  U.  S.  Radio  ®.  USFM  ®.  Executive. 
Editorial,  Circulation,  and  Advertising  Offices:  555  Fifth  Ave..  New  York  17  MUrray  Hill 
7-8080.  Chicago  Offices:  612  N.  Michigan  Ave  Ul>  664-1 166.  Birmingham  Office:  3617 
8th  Ave.  So.,  FAirf.ix  2-6528  California  Offi'e:  Room  1106,  601  California  Ave.,  Sai 
Francisco  8.  Yu  1-8913  Printing  Office:  3110  Elm  Ave...  Baltimore  11.  Md.  Subscrip- 
tions: U.  S.  $8  a  year.  Canada  $9  ,i  yjc.ir.  Other  countries  $11  a  year.  Single  copies  40< 
Printed   US. A.     Published   weekly.     Second   class 'postage   paid   at   Baltimore.   Md. 


SPONSOR      •      3  SEPTEMBER"  1%2 


We'll  clear  it  up  on  September  12th 


0Sfe 


SEVEN  ARTS 

ASSOCIATED 

CORP. 


RAHALL   RADIO  STATIONS 


Staffed  bv 

WIDE- AW  \KI 

PERSONALITIES 

dedicated  to 

PUBLIC  SER\  HI 

in  the  communities 

which  the1)   scire' 


No.  1 
RADIO 

Tampa  -  St.  Petersburg, 
Florida 

Sam  Rahall,  Manager 


No.  1 
RADIO 

Allentown-Bethlehem- 
Easton,  Pennsylvania 

"Oggie"  Da  vies,  Manager 


No.  1 
RADIO 

Beckley, 
West  Virginia 

Tony  Gonzales,  Manager 


No.  1 
RADIO 

Norristown-Philadelphia 
Area 

John  BanzhoH,  Manager 


above  stations  represented  nationally 
by  H-R  .  .  .  New  York 


a/so 


WQTY 


our  station  coming  up  fast  in 

JACKSONVILLE,  Florida 
National  Rep.,  The  Boiling  Co 


N     Joe    R.ih.ill,    President 
'Oggie"   D.ivm  s    Gen.   Manager 


by  Joe  Csida 


C"'1C  Z:p 


Broadway  on  tv:  a  painful  undertaking 

It  must  be  considered  a  publicity  coup  of  no 
small  dimension  when  a  broadcasting  group  is 
able  to  come  up  with  a  page  one  story  in  the 
New  York  Times,  not  to  mention  virtually  even 
other  paper  of  any  consequence  in  the  country. 
And  that  is  precisely  what  the  Westinghouse 
Broadcasting  Company  achieved.  Thursday,  16 
August.  The  fine  North  Shore  hands  of  Richard 
Pack,  WBC's  vice  president  for  programing  and  Bill  Kaland  are 
mightily  evident  to  me.  Both  are  old  masters  of  public  relations. 
They  garner  space  of  this  magnitude  because  they  know  how  to  put 
together  a  situation  which  may  or  may  not  actually  work  out  at  the 
moment,  but  which  must  be  considered  trail-blazing,  and  or  at  the 
very  least  thought-provoking. 

I  do  not  really  think  that,  right  this  very  minute.  the\  ran  actually 
make  their  plan  to  tape  Broadway  dramatic  shows  a  few  days  ahead 
of  their  openings  and  present  them  on  the  six  WBC  TV  station  come 
to  successful  life.  Ever  since  the  opening  of  the  1960-1961  season  ( 
I  have  had  the  responsibility  of  trying  to  secure  original  cast  album 
rights  for  Broadway  musicals.  When  you  acquire  such  rights  yo: 
w  in  the  privilege  of  living  with  the  show,  from  the  first  rehearsal  un 
til  the  opening. 

Difficulties  galore 

In  the  past  two  seasons  I  have  had  this  experience  with  the  follow 
ing  shows  in  chronological  order:  Tenderloin  produced  by  Harold 
Prince  and  the  late  Bobby  Griffith,  book  by  Jerome  Weidman  and 
George  Abbott,  music  and  lyrics  by  Sheldon  Harnick  and  Jerry 
Bock,  directed  by  Abbott;  The  Unsinkable  Molly  Broun,  produced 
by  the  Theatre  Guild  and  Dore  Shary,  book  by  Richard  Morris,  music 
and  lyrics  by  Meredith  Willson,  directed  by  Shary  and  starring  Tam- 
my Grimes;  Smiling  the  Boy  Fell  Dead,  a  little  Off-Broadway  thing 
about  which  the  less  said  the  better;  Kivamina,  produced  by  Alfred 
DeLiagre,  book  by  Robert  Allan  Aurthur,  music  and  lyrics  by  Rich- 
ard Adler;  Sail  Away,  produced  by  Bonard  Productions,  book,  music 
and  lyrics,  as  well  as  direction,  by  Noel  Coward;  The  Gay  Life,  pro- 
duced by  Kermit  Bloomgarden,  book  by  Fay  and  Mike  Kanin,  music 
and  lyrics  by  Arthur  Shwartz  and  Howard  Dietz;  No  Strings,  pro- 
duction, music  and  lyrics  by  Richard  Rodgcrs.  beok  by  Samuel 
Taylor,  directed  by  Joe  Layton;  and  A  Funny  Thing  Happened  on 
the  Way  to  the  Forum,  produced  by  Harold  Price,  music  and  lyrips 
by  Steve  Sondheim.  book  by  Burt  Shevelove  and  Larry  Gelbart,  di- 
rected by  George  Abbott  and  starring  Zero  Mostel. 

I  go   into  this  much  detail   about  these  shows  to  make  several 

points.    It  was  Westinghouse's  idea  to  secure  tv  rights  to  Broadwa\ 

dramas  by  financing  shows  in  whole  or  part.    Even  for  as  affluent 

a  compam   as  WBC,  this  could  be  a  staggering  deal.    In  the  above 

(Please  turn  to  page  16 


m 
iu 
n- 


M'I)\M)|{ 


3    SEPTEMBER    1962  | 


|  Central  New  York  has  long  viewed  the 
advent  of  a  third  television  station  with  eager 
anticipation.  As  of  September  9,  they  will  be 
viewing  WNYS-TV.  They'll  like  what  they  see. 


HERE'S  WHAT  CENTRAL  NEW  YORKERS  WILL  VIEW  ON 


WNYS-TV 


COLORFUL   CHANNEL 


HERE'S   THE    NEW  VIEW 


YS-TV 


COLORFUL   CHANNEL 


d  here's  why  WNYS-TV   is  a   better  buy 
right  now 


fj  Central  New  York  has  never  beforeviewed 
the  program  offerings  of  a  full  ABC-TV  affili- 
ate. They  will  do  so  eagerly. 


|J  Imaginative  local  programming  plus  top- 
rated  syndicated  shows  will  augment  the 
ABC-TV  lineup. 


■  A  full-saturation  advertising  and  promo- 
tion campaign,  now  in  effect,  has  generated 
plenty  of  audience  excitement  already  and 
will  continue  to  insure  market  dominance. 


WNYS-TV   SYRACUSE 
TELEVISION   MARKET   DATA 


Population 

1,732,600 

Total  Retail  Sales 

$2,176,152,000 

Food  Sales 

$529,940,000 

Drug  Sales 

$64,963,000 

(source:     Sales    Management 
June,    1962) 

'Survey    ol    Buying    Power" 

TV  Homes 

461,600 

(source:   Television    Magazine  t 

ugusl.    1962) 

WNYS-TV's  total  service  area  encompasses  21 
wealthy  counties.  The  Syracuse  Metro  area,  at 
the  crossroads  of  New  York  State,  has  long  been 
recognized  as  one  of  the  country's  top  test 
markets, 


MORNING    PROGRAMS 

AFTERNOON   PROGRAMS   (ConL) 

„„;                 SUIIlUt             M0NB.Y            TUES0H        .FHNSS0AY       THURSBA.            FRI0AF            SATUR0AT 

TIME 

StINDAY 

MONDAY            TUESOAY        WEDNESDAY       THURSDAY            FR 

DAY            SATURDAY 

7 

T? 

4 

1 

AMERICAN 
FOOIBALL 

AMERICAN  BANDSTAND 

CHANNEL 

DISCOVERT 

8 

DG 

5 

i 

SUPERMAN 

ABC'S 

AMOS  N ANDY 

TqiJts" 

SCOREBOARD 

9 

10 

CARTOONS 

EVENING    PROGRAMS 

30 

SILVER  DOLLAR  JUBILEE 

INFO 

"Ex 

6 

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is 

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ADVENTURES  IN  PARADISE 

OIVOflCE 

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MAKE  A 
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.GGRSFGRASGNG                                                      ™> 

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AFTERNOON    PROGRAMS 

RIFLEMAN          Hlwt||1||             GOING            T0  H(Av(R           ST( 

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,.KE«»M.N  PRESETS                                            »» 

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STOHFY                                                                      SONS               UN 

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CAMOUFLAGE                                                              MAGIC  OF 

HNinnrH-           HIGGINS               NAVY 

,           WElK 

OBI.  MID  DAT  REPORT                                                    AILAKAZAM 

1 

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VARIOUS                                                     DIVORCE  COURT 

10 

IS 

VOICE  OF 
FIRESTONE 

ABLES                                                              si 

RIP                 FIGHT 

il 

"ffl" 

C""            CLOSEUP             C'n             mM'ER(        HEN 

SPORTS  FINAL 

2 

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OAT  IN  COURT 

PROGRAMS 

11 

JS 

HONG  KONG 

STEVE  ALLEN  SHOW 

HOLLYWOOD 

SEVEN  KEYS 

3 

IS 

QUEEN  FOR  A  DAY 

C"m"Vl 

12 

"5 

is 

AMER   FOOT-                                                     WH0  00  YOU  TRUST                                                           """ 

'':■ 

SIGN  OFF 

AND   HERE'S  A  LOOK  AT  THE  WNYS-TV  RATE  GUIDE 


#CLASS"AA" 
7:31-10:59  pm  Daily 


30  Seconds 
20  Seconds 

10  Seconds 


1-51 
WKS 

$450 
350 
150 


52 

WKS 
$360 

280 
120 


*CLASS"A" 
6:31-7:30  pm  Daily 

5  plan 


30  Seconds 
20  Seconds 

10  Seconds 


1-51 

WKS 

r  more      $325 


WKS 
$260 
216 


WKS 
$192 


WKS  WKS 

$200  $160 


CLASS "C" 
5:00-6:00  pm  M-F 

5  PLAN 


WKS 
$176 

144 
64 


WKS 
$170 

140 
60 


WKS 
$136 
112 


6:00-6i30  pmDa'lyA-Slo'B5'9.U:15pm  Daily 


S.O,5:00pmM-f-t|T00pn1Sa,&Sun 
1 1:15  pm-S.O.  Daily 

5  plan 


30  Seconds  or  mi 
20  Seconds 

!°rrvor,,Keotfi< 

7-30  pm  takes  th 


Now  selling  the  heart  of  Wonderful  New 


RAHALL  RADIO  STATIONS 


Staffed  by 

\\IM.-\W  VKE 

PKRSO.NAUTIKS 

dedicated  to 

PUBLIC  SERl  ICE 

in  the  communities 

a  hich  i!ie\  sei  i  el 


No.  1 
RADIO 

Tampa  -  St.  Petersburg, 
Florida 

Sam  Rahail,  Manager 


No.  1 
RADIO 

Allentown-Bethlehem- 
Easton,  Pennsylvania 

"Oggie"  Davies,  Manager 


No.  1 
RADIO 

Beckley, 
West  Virginia 

Tony  Gonzales,  Manager 


No.  1 
RADIO 

Norristown-Philadelphia 
Area 

John  Banzhoft,  Manager 


above  stations  represented  nationally 
by  H-R  .  .  .  New  York 


a/so 


WQTY 


our  station  coming  up  fast  in 

JACKSONVILLE,  Florida 
National  Rep.,  The  Boiling  Co 


N.   Joe   K.ih  ill     President 
'Oggie"    Davies,   Cert.    Manager 


by  Joe  Csida 


Sponsor 


kstage 


Broadway  on  tv:  a  painful  undertaking 

It  must  be  considered  a  publicity  coup  of  no 
small  dimension  when  a  broadcasting  group  is 
able  to  come  up  with  a  page  one  story  in  the 
New  York  Times,  not  to  mention  virtually  every 
other  paper  of  any  consequence  in  the  country. 
And  that  is  precisely  what  the  Westinshouse 
Broadcasting  Company  achieved,  Thursday,  16 
August.  The  fine  North  Shore  hands  of  Richard 
Pack,  WBC's  vice  president  for  programing  and  Bill  Kaland  are 
mightily  evident  to  me.  Both  are  old  masters  of  public  relations. 
They  garner  space  of  this  magnitude  because  they  know  how  to  put 
together  a  situation  which  may  or  may  not  actually  work  out  at  the 
moment,  but  which  must  be  considered  trail-blazing,  and/or  at  the 
very  least  thought-provoking. 

I  do  not  really  think  that,  right  this  very  minute,  they  can  actually 
make  their  plan  to  tape  Broadway  dramatic  shows  a  few  days  ahead 
of  their  openings  and  present  them  on  the  six  WBC  TV  station  come 
to  successful  life.  Ever  since  the  opening  of  the  1960-1961  season 
I  have  had  the  responsibility  of  trying  to  secure  original  cast  album 
rights  for  Broadway  musicals.  When  you  acquire  such  rights  you 
win  the  privilege  of  living  with  the  show,  from  the  first  rehearsal  un- 
til the  opening. 

Difficulties  galore 

In  the  past  two  seasons  I  have  had  this  experience  with  the  follow- 
ing shows  in  chronological  order:  Tenderloin  produced  bv  Harold, 
Prince  and  the  late  Bobby  Griffith,  book  by  Jerome  Weidman  and 
George  Abbott,  music  and  lyrics  by  Sheldon  Harnick  and  Jerry 
Bock,  directed  by  Abbott;  The  Unsinkable  Molly  Broun,  produced 
by  the  Theatre  Guild  and  Dore  Shary,  book  by  Richard  Morris,  music 
and  lyrics  by  Meredith  Willson,  directed  by  Shary  and  starring  Tam- 
my Grimes;  Smiling  the  Boy  Fell  Dead,  a  little  Off-Broadway  thing 
about  which  the  less  said  the  better;  Kwamina,  produced  by  Alfred 
DeLiagre,  book  by  Robert  Allan  Aurthur,  music  and  lyrics  by  Rich- 
ard Adler;  Sail  Away,  produced  by  Bonard  Productions,  book,  music 
and  lyrics,  as  well  as  direction,  by  Noel  Coward;  The  Gay  Life,  pro 
duced  by  Kermit  Bloomgarden,  book  by  Fay  and  Mike  Kanin,  music 
and  lyrics  by  Arthur  Shwartz  and  Howard  Dietz;  No  Strings,  pro- 
duction, music  and  lyrics  by  Richard  Rodgers,  beok  by  Samuel 
Taylor,  directed  by  Joe  Layton;  and  A  Funny  Thing  Happened  on 
the  Way  to  the  Forum,  produced  by  Harold  Price,  music  and  1\  ripe 
by  Steve  Sondheim.  book  by  Burt  Shevelove  and  Larry  Gelbart,  di- 
rected by  George  Abbott  and  starring  Zero  Mostel. 

I  go  into  this  much  detail  about  these  shows  to  make  several 

points.    It  was  Westinghouse's  idea  to  secure  tv  rights  to  Broadwa\ 

dramas  by  financing  shows  in  whole  or  part.    Even  for  as  affluent 

a  company  as  WBC,  this  could  be  a  staggering  deal.    In  the  above 

(Please  turn  to  page  16 


M'MNMIK 


3    SEPTEMBER    1962 


THERE'S    A    NEW    VIEW 
IN     SYRACUSE 


THE    HEART    OF 


^sC 


WJ  ONDERFUL    (  N)E  W  )ORK   (S)T 


G) 


PUT    YOURSELF 

IN    THE 

COLORFUL 

PROFIT    PICTURE 

PRESENTED    BY    THE    NEW    VIEW    IN    THE    HEART   OF 

WONDERFUL  NEW  YORK  STATE 

represented  by 

Peters,  Griffin,  Woodward,  inc. 

call  your  closest  colonel  now! 

NEW  YORK,  250  Park  Avenue  YUKon  6-7900 

CHICAGO,  Prudential   Plaza  FRanklin  2-6373 

DETROIT,  Penobscot  Bldg.  WOodward  1-4255 

PHILADELPHIA,  12  South  12th  Street      WAInut  3-0455 
BOSTON,  Statler  Office  Building  HUbbard  2-6884 

ATLANTA,  1372  Peachtree  St.,  N.E.  TRinity  5-7763 

MINNEAPOLIS,  First  National  Bank  Building   333-2425 
ST.  LOUIS,  Paul  Brown  Building  CHestnut  1-3171 

DALLAS-FT.   WORTH, 

Fidelity  Union  Life  Building  Riverside  7-9921 

LOS  ANGELES,  5455  Wilshire  Blvd.       WEbster  8-3585 
SAN  FRANCISCO,  Russ  Building  YUkon  2-9188 


OR 

CHECK   DIRECT     WITH   WNYS-TV 
SHOPPINGTOWN,   DEWITT 
TELEPHONE:   446-4780 

PERSONNEL 

President  &  General  Manager          William  H.  Grumbles 

Sales  Manager  Robert  Baird 

Program  Director  ....      Jeff  Davidson 

Chief  Engineer  John  Carroll 

MAILING    INSTRUCTIONS 

Address  all  business  correspondence  to: 
WNYS-TV,  Shoppingtown,  Dewitt,  N.  Y. 

AGENCY   COMMISSION 

15%  to  recognized  agencies  on  net  billing  for  telecast 
time.  No  cash  discount 

GENERAL  ADVERTISING 

Affiliated  with  ABC  Television  Network 

SPECIAL   FEATURES 

COLOR-Originates  and  transmits.  Local  film  color  rates 
on  request 

LIVE   TALENT  &   PRODUCTION 

Rates  on  request 

SERVICE   FACILITIES 

Address  all  film,  slides,  copy  instructions  and  props  to 
operations  desk. 

POLITICAL 

All  regular  rates  apply. 


3  September  1962 


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


SPONSOR-WEEK 


SPOTS  STEADY  GROWTH 

$189.4  million  tv  spot  second  quarter  had  18%  rise 
paced  by  increases  in  announcements,  early  evening 


Spot  tv  showed  a  healthy  17% 
ncrease  in  the  second  quarter  of 
1962  over  the  same  period  in  1961. 
TvB  reported  today. 

The  increase  of  17%  to  $189.4 
nillion  was  figured  on  the  basis  of 
:he  317  stations  operating  in  both 
second  quarters,  but  the  total  dol- 
ar  increase  was  actually  18%.  The 
two  categories  with  the  strongest 
ncreases  were  early  evening  and 
spot  announcements.  Product  group 
.vith  especially  large  increases  in- 
cluded automotives,  63%;  confec- 
tions-soft drinks,  46%;  consumer 
services,  40%;  household  paper 
products,  94%;  pet  products,  41%, 
and  sporting  goods-toys,   148%. 

Several  spot  advertisers  showed 
spectacular  leaps.  These  included 
Alberto-Culver,  Campbell  Soup. 
Chrysler  Corp.,  General  Foods,  Gen- 
eral Mills,  Kimberly-Clark,  Liggett  & 
Myers,  P.  Lorillard,  Texaco,  and 
Wrigley. 

(For  details  on  second  quarter 
spot  tv  increases  see  page  44,  this 
issue.) 

The  top  10  spot  tv  advertisers  in 
the  second  quarter  were:  P&G,  Gen- 
eral Foods,  Colgate-Palmolive,  Lever 
Bros.,  Wrigley,  P.  Lorillard,  Coca-Cola 
bottlers.  Bristol-Myers,  Alberto- 
Culver,  and  American  Home  Prod- 
ucts. 

Also  in  the  top  20  were  General 
Mills,  Standard  Brands,  Corn  Prod- 
ucts, Schlitz,  Kellogg,  Philip  Morris, 

SPONSOR       •       3    SEPTEMBER    1962 


Simoniz,  Pepsi  Cola  bottlers,  Ford 
Motor  dealers,  and  Anheuser-Busch. 
The  following  rank  from  21st  to 
30th:  Shell  Oil,  E.  F.  MacDonald 
Stamp  Co.,  General  Motors  dealers, 
Food  Manufacturers,  Inc.,  Miles 
Laboratories,  Gillette,  Campbell 
Soup,  Liggett  &  Myers,  Carter  Prod- 
ucts, and  Continental    Baking. 

GILBERT  NAMES  BBDO 
ENDING  3  MONTHS  SEARCH 

A.  C.  Gilbert  ended  a  three-month 
search  for  an  agency  with  the  ap- 
pointment of   BBDO   last  week. 

The  account  is  expected  to  be 
worth  over  $1  million.  The  bulk  of 
Gilbert's  tv  budget  has  been  spent 
via  co-op  in  the  past. 

Gilbert,  which  produces  toys  in- 
cluding the  Erector  and  American 
Flyer  lines,  was  acquired  earlier  this 
year  by  the  Wrather  Corporation, 
which  also  owns  Muzak,  the  Lone 
Ranger  and  Lassie  programs,  and 
other   interests. 


4  advertisers  put  $700,000 
into  NBC  TV  nighttime 

NBC  TV  reported  an  estimated 
$700,000  in  advance  nighttime  par- 
ticipations business  for  the  week 
ending  24  August. 

Buyers  were  Texaco,  Shulton,  Jer- 
gens,  and  Warner-Lambert,  in  a 
variety  of  program  schedules. 


JFK  surprises  trade, 
names  Henry  to  FCC 

Washington,  D.C.: 
Presidenl  Kenned)  threw 
trade  guesses  off-stride  lasl 
week  with  the  sudden  naming 
of  a  commissioner  to  replace 
John  S.  Cross  to  the  FCC. 

The  newcomei  to  the  com- 
mission, when  confirme  I  l>\  the 
Senate  u  ill  !»■  E.  \\  i II i am  Hen- 
ry, a  Memphis,  Tenn.,  lawyer. 
Henry,  like  his  predecessoi 
member,  is  ;i  democrat. 

I  In'  conjecture  among  man) 
on  and  o|]  the  Hill  li.nl  heen 
that  the  \\  hite  I  louse  might  de- 
cide to  lei  Cross  succeed  him- 
self, i  I-  or  background  on  this 
see  W  ^SHINGTON  WEEK, 
page  55. 1 


Spot  tv  spending  varies 
much  by  market,  says  TvAR 

Spot  tv  expenditures  per  tv  family 
vary  widely  from  market  to  market, 
according  to  the  third  annual  report 
of  this  type  by  TvAR,  released  last 
week. 

In  1961,  spot  tv  amounted  to  $9.65 
per  tv  family,  averaging  $9.81  in  the 
top  10  markets,  $9.01  in  markets  11- 
20,  $7.50  in  markets  21-30,  and  $7.09 
in  markets  31-40. 

But  wide  variations  were  found 
within  markets  of  similar  size:  $13.72 
in  Chicago  compared  to  $7.99  in  San 
Francisco,  and  $11.72  in  Houston- 
Galveston  compared  to  $6.24  in  Mem- 
phis. 

Total  tv  expenditures  in  1961  were 
said  to  have  averaged  $33.28  per  tv 
home. 


11 


SPONSOR- WEEK/3  September  1962 


WTEV  (TV),  PROVIDENCE 
NAMES  H-R  AS  REP 

Providence,  R.  I. 

WTEV  (TV),  the  ABC  TV  affiliate 
which  will  go  on  the  air  1  January 
in  Providence,  R.  I.,  last  week  an- 
nounced the  appointment  of  H-R  as 
its  national   representatives. 

The  station  will  transmit  on  chan- 
nel 6.  Owner  is  New  Bedford  Stand- 
ard-Times. 

(For  run-down  on  new  ABC  TV 
affiliates  and  the  representatives 
they  have  appointed,  see  SPONSOR- 
SCOPE,  p.  22.) 


Johnstone  sales  mgr. 
for  new  WOKR  station 

Rochester,  N.  Y. 

Alan  B.  Johnstone  has  been  ap- 
pointed sales  manager  of  WOKR  (TV), 
Rochester,  a  new  station. 

He  has  been 
in  radio  and 
tv  sales  on 
the  West  Coast 
for  the  past 
17  years. 

He  was  radio 
managerofthe 
San  Francisco 
office  of  Avery- 


Alan  Johnstone 


Knodel  and,  before  that,  a  sales 
representative  for  KEWB,  San  Fran- 
cisco. Earlier  he  was  Western  man- 
ager of  Ziv-UA  and  sales  manager  of 
KGO,  San  Francisco. 


NAB's  Goldberg 
calls  for  studies 

Washington,  D.  C. 
Seven   "areas   of   ignorance 

in  the  mass  communications 
field  were  pointed  out  last  week 
as    subjects    for    future    study. 

NAB  v.p.  and  director  of  re- 
search Melvin  A.  Goldberg  said 
that  ""social  science  fiction  was 
needed  to  anticipate  develop- 
ments in  communications.  His 
remarks  were  made  in  an  ad- 
dress before  the  American 
Sociological    Convention    here. 

He  asked  that  studies  be 
made  of  the  inner-action  of 
mass  communication  and  these 
seven  areas:  taste,  leisure,  edu- 
cation, social  institutions,  poli- 
tics, entertainment,  and  moral 
values. 

Goldberg  said  more  prepara- 
tion was  needed  for  the  world 
of  tomorrow,  even  if  first  at- 
tempts were  "fiction"'  compet- 
ing with  science  fiction  writing. 


Sack  promotion  mgr.  for 

ABC  owned  radio  stations 

Ronald  L  Sack  has  been  named 
publicity  and  promotion  manager  for 
the  ABC  Owned  radio  stations,  divi- 
sion president  Stephen  C.  Riddle- 
berger  announced  last  week. 
He  will  have  his  headquarters  in 
(Continued  on  page  60,  col.  1) 


SCHEDULES  SET  FOR  NAB  FALL  CONFERENCES 

Here  s    a 

convenient  calendar  of  the 

eight  c 

ates  and   locations  of  the 

conferences 

to  be  held  by  the  NAT.  in 

the 

fall 

of  L962. 

DATE 

CITY 

1 ,0(   \TION 

15-16  Oct. 

Atlanta 

Dinkler-Plaza 

18-19  Oct. 

New  York 

Biltmore 

22-23  Oct. 

Chicago 

Kdgewater  Beach 

25-26  Oct. 

Washington.  1) 

G. 

Statler-Hilton 

;;.<>  Nov. 

Dallas 

Sheraton  Dallas 

12-13     NoV. 

Kansas  ('it\ 

Muehlebach 

L5-16  Nov. 

1  tenver 

Brown  Palace 

L9-20  Nov. 

Portland,  Ore 

Sheraton-Portland 

CHRYSLER  $10  MIL 
ACCOUNT  TO  Y&R 

The  Chrysler  Corporation  account 
for  corporate  line  advertising  has 
been  moved  to  Y&R.  The  $10  million 
account  had  been  at  Burnett. 

The  transfer  for  air  media  takes 
place  in  90  days.  Y&R  takes  over 
print  responsibility  immediately. 

Chrysler  on  tv  is  using  alternate 
weeks  of  Empire,  and  has  a  sports 
line-up  including  Rose  Bowl  and 
World   Series. 

Chrysler  has  been  advertising  its 
entire  line  recently  for  the  most 
part,  doing  less  brand  advertising 
than  its  competitors.  However  1962 
was  a  poor  year  for  Chrysler  brands, 
with  under  a  10%  share  of  market, 
far  behind  General  Motors  and  Ford. 

A  few  weeks  ago  Chrysler  reported 
it  would  put  an  extra  $50  million  in 
last-minute  styling  changes  of  its 
1963  cars. 

Y&R  already  has  the  Chrysler  and 
Imperial  brand  advertising,  bringing 
its  total  Chrysler  billings  now  to 
about  $15  million. 


Grossman  named  NBC's 
advertising  director 

Lawrence  K.  Grossman  has  been 
appointed  director  of  national  adver- 
tising and  promotion  for  NBC, 
it  was  a  n- 
nounced  last 
week  by  pub- 
lic informa- 
tion v.p.  Syd- 
ney  H.   Eiges. 

G  rossma  n 
joins  NBC 
from  CBS 
where  for  six  L  K-  Grossman 
years  he  was  an  executive  in  the  ad- 
vertising and  sales  promotion  de- 
partment, most  recently  as  assistant 
copy  chief.  Earlier,  he  was  an  execu- 
tive in  the  promotion  department 
of  Look  Magazine. 


12 


SPONSOR 


3    SEPTEMBER    1%2 


COVERAGES 


When  you  mention  "test  market"  you're  sure  to 
include  Providence.  When  you  seek  many  aerials 
in  a  compact  area  you'll  probably  note  Providence.  When  your  product 
demands  coverage  and  penetration  of  a  "must  buy"  market  you'll  check 
WJAR-TV.  That's  Providence  too. 

ARB  TV  Homes 


WJJMM-WW 


NBC  •  ABC  -REPRESENTED  BY  EDWARD  PETRY  &  CO.  INC 
OUTLET  COMPANY  STATIONS  IN  PROVIDENCE  -  WJAR-TV,  FIRST  TELE- 
VISION   STATION    IN    RHODE    ISLAND  -  WJAR    RADIO    IN    ITS   40th    YEAR 


SPONSOR      •      3   SEPTEMBER    V)U2 


13 


SPONSOR- WEEK/3  September  1962 


TV  PRODUCERS  FACE 
FEDERAL  TAX  HIKE 

Washington,  D.  C: 

A  new  Internal  Revenue  ruling  will 
cost  tv  and  movie  producers  higher 
taxes. 

Henceforth  profits  of  tv  repeats 
and  some  motion  pictures  will  be 
taxable  at  regular  rates,  not  at  lower 
capital  gains  rates. 

The  capital  gains  rates  are  half 
as  much  as  regular  rates  to  a  maxi- 
mum of  25  per  cent. 

From  now  on  sales  of  repeat  film 
and  tape  showings,  and  of  movies 
leased  to  tv  will  come  under  regular 
tax  rates,  since  such  sales  are  now 
regarded  as  a  normal  aspect  of  the 
production  business,  and  hence 
come  under  ordinary  tax  rates,  ac- 
cording to  last  week's  ruling. 


Compton  &  Videotape 
combine  for  tape  speed 

Compton  and  Videotape  Center  are 
talking  about  the  speed  with  which 
fast-breaking  spot  schedules  can  be 
met  with  tape  commercials. 

On  Thursday,  2  August,  Compton 
gave  the  green  light  on  four  Tide 
commercials,  produced  and  delivered 
to  64  stations  in  40  cities  for  air 
dates  the  following  Monday.  Some 
130  tape  copies  were  sent. 

Last  March  the  same  producer  did 
a  series  of  tapes  for  P&G's  Gleem, 
also  through  Compton,  requiring  361 
copies. 

Videotape's  v. p.  and  general  man- 
ager John  B.  Lanigan  reported  that 
the  quick  Tide  assignment  was  the 
producer's  75th  major  tv  spot  cam- 
paign done  on  tape. 


^Illlllllllllllllllllllllll lllillllilll!;illi;:i!llllllllllllllllllllll!lll!llli;illll!lll!U  !ll!l!l]l!l!lllllllllllllllliilll i IIIIIIIIIIIIIIIIIIIIIKe 


WIIM-TV,  GRAND  RAPIDS,  APPOINTS  PGW.  The  new  tv 

station  in  Grand  Rapids.  Midi.,  channel  13,  has  appointed  Peters, 
Griffin,  Woodward  as  ii>  national  representative,  ii  \\a>  announced 
h\  station  v.p.  and  general  manager  Mark  Wodlinuer  and  PGW 
president  II.  Preston  Peters  (seated.  I  \  ii.  Looking  on  (above 
I  in  i  are  Gharles  Kinney,  PGW  tv  \.|>..  Lloyd  (iiillm.  P(A\  presi- 
dent-television, and  William  ('•.  Waller-.  PGW  l\.  V.p.  The  station 
will  l>e  a  piiniaiN  affiliate  of  VBC  TV.  Call  letter-  were  announced 
la-t  week.   Station  ^<>e-  mi  ilieair  I  November. 


i 

PLESCHETTE  TO  HEAD 
ABC  MERCHANDISING 

Eugene  Pleschette,  who  has  been 
with  AB-PT  and  its  predecessors  for 
28  years,  has  been  named  v.p.  in 
charge  of  ABC 
Merchandis- 
ing, executive 
v.p.  Simon  B. 
Siegal  an- 
nounced last 
week. 
MA    M  H  e      o  n  e 

liri  United     Para- 

Eugene  Pleschette       mount     Thea. 

tres  in  1934,  becoming  manager  of 
the  New  York  Paramount  Theatre  in 
1940  and  manager  of  the  Brooklyn 
Paramount  Theatre  in  1946,  rising  to 
his  present  post  of  managing  direc- 
tor in  1952. 


M 


T-L's  new  research  tool: 
mobile  trailer  surveys 

Chicago: 

Tatham-Laird  has  developed  a  new 
and  economical  advertising  research 
method.  It  has  two  mobile  trailers 
which  are  rolled  right  into  shopping 
centers  where  five  to  25  minute  inter- 
views take  place. 

The  trailers  are  equipped  to  show 
tv  and  print  ads,  displays,  and  mer- 
chandising. Copy,  motivation,  prod- 
ucts, and  packaging  are  studied. 
Several  surveys  can  be  done  at  once. 

Tatham-Laird  studies  advertising 
effectiveness  by  measuring  six  basic 
factors:  appeal  of  the  selling  propo- 
sition, comprehension  of  the  selling 
idea,  the  consumer's  personal  in- 
volvement in  the  product,  believ- 
ability,  ad-produced  product  atti- 
tudes, and  attitudes  produced  to- 
ward the  ads  themselves. 

The  mobile  surveys  have  been 
done  since  March  of  this  year.  Eighty 
surveys  have  been  done  in  10  shop- 
ping centers,  all  in  the  Chicago  area. 

Shoppers  participating  receive  $1 
merchandise  certificates  for  center 
stores. 


1  I 


More  SPONSOR-WEEK  continued  on  page  60 


M     I      K    (      IK 


in 


WBEN-TV  LAND 


you'll  reach  more  TV  homes  than 
you'll  find  in  all  of  Missouri 


If  you're  from  Missouri — you'll  want  to  be  shown.  Here  are  the  facts: 

The  WBEN-TV  coverage  area  includes  14  counties  in  Western  New 
York,  four  counties  in  Northeastern  Pennsylvania  and  the  extensive 
and  growing  Canadian  Niagara  Peninsula. 

This  is  WBEN-TV  land — a  vast  market  that  puts  your  product  in 
sight  and  sound  of  more  than  800.000  U.  S.  and  700.000  Canadian 
households.  (March,  1962  ARB  figures). 

This  is  a  market  with  millions  of  people  who  tune  to  WBEN-TV 
regularly.  This  station  is  a  major  selling  medium  in  the  Nation's 
10th  Largest  Market. 

For  still  more  reasons  why  your  TV  dollars  count  for  more  on  WBEN- 
TV  call  us  or  our  representatives. 


National  Representatives:  Harrington,  (tighter  and  Parsons,  Inc 

WBEN-TV 

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


_«#r= 


SPONSOR       •       A    SEPTEMBER     I 'XiL' 


15 


PORTLAND 
OREGON... 

IT'S 
EYE-CATCHING 


IT' 


E* 


***# 


^wt*k 


■  "* : .  -'^Ssswt : 


Channel  6,  Portland,  Oregon 

One  of  America's  great  influence 
stations 

Qjp    Represented   Nationally  by 

HARRINGTON,  RIGHTER  & 
PARSONS,  INC. 

Give  them  a  call,  won't  you? 


KOIN-TV 


Women  can  get  bored  to  death 
when  all  they  have  to  look  forward 
to  every  day  is  housework.  KOIN 
TV  sees  to  it  that  women  in  Port 
land,  and  34  Oregon  and  Wash 
ington  surrounding  counties,  have 
something  else  to  look  forward  to 
...  a  really  eyecatching  array  of 
daytime  programs.  That's  why,  ac- 
cording to  Nielsen,  daytime's  a 
good  time  to  buy  KOIN-TV. 


Sponsor  backstage  (Con/muei/  /rom  page  13) 


list,  for  example,  Tenderloin  bleu  about  S2(H).()(M)  of  its  $350,000 
investment;  Sail  Away  about  half  of  its  $400,000:  The  Gay  Life,  its 
entire  $480,000;  Kwamina  it-  entire  $480,000.  The  people  associated 
with  these  four  shows,  if  you'll  re-check  above,  for  just  a  minute, 
represent  some  of  the  most  able,  experienced,  knowledgeable,  tal- 
ented people  in  the  theatre,  and  yet  there  is  almost  $2,000,000  worth 
of  money  down  the  drain. 

And  if  a  show  is  a  flop,  or  even  only  a  moderate  run  play  I  three 
months  or  so),  what  is  its  real  value  as  a  television  attraction?  The 
other  side  of  this  very  coin  is  just  as  fraught  with  significance  on 
the  question  of  the  practicability  of  television  arrangements  for 
Broadway  shows.  The  successful  ones  make  such  substantial  suras 
of  money,  both  on  Broadway  and  subsequently  on  the  road,  that  no 
producer  in  his  right  mind  would  think  of  jeopardizing  the  take  by 
exposing  the  property  on  television,  particularly  in  cities  where  road 
companies  of  Broadway  hits  clean  up. 

Success  doesn't  need  it 

A  Funny  Thing  Happened  on  the  Way  to  the  Forum,  for  ex- 
ample, is  turning  in  a  profit  of  $20,000  per  week  and  more,  e\erv 
week  it  runs  on  Broadway.  The  Unsinkable  Molly  Broun  did  a 
gross  business  of  $100,000  per  week  for  every  one  of  its  three  weeks 
in  the  O'Keefe  Auditorium  in  Toronto,  and  better  than  $100,000  pet- 
week  in  San  Francisco,  which  happens  to  be  one  of  the  Westinghouse 
markets.  No  Strings  has  played  to  standing  room  only,  doing 
better  than  $60,000  per  week  almost  every  week  since  it  opened  on 
Broadway.  And  vet.  when  No  Strings  had  its  original  opening  at 
the  Fisher  Theatre  in  Detroit,  it  was  so  far  from  being  the  show  it 
became  on  Broadway  thai  if  anyone  had  exposed  it  on  television  il 
could  easily  have  destroyed  the  show  for  evermore. 

Apart  from  these  profit  and  loss  factors  I  wonder  how  the  creative 
talent  responsible  for  whipping  the  shows  into  shape  could  possiblj 
survive  the  additional  burden  of  preparing  a  polished  videotape  per- 
formance, with  its  obvious  differences  in  staging,  direction  and  nianv 
other  facets.    Every  producer,  writer,  director,  star  I've  ever  worked 

with  on  a  show  has  lost  ft five  to  twenty-five  pounds,  and  man) 

of  them  teetered  on  the  edge  of  a  nervous  breakdown  and  worse  be- 
fore they  got  to  Broadway.  The  late  Moss  Hart  had  a  serious  heart 
attack  in  Toronto,  while  directing  Camelot.  And  Alan  Ja\  Lerner, 
the  lyricist  and  book  writer,  came  up  with  a  screaming  ulcer  during 
the  course  of  bringing  in  the  same  production. 

I  have  said  nothing  at  all  about  the  commonly  known  problem-  ol 
clearing  rights  and  getting  permission  from  theatre  owners,  and  the 
many  unions  involved. 

And  yet.  last  season  Dynamic  Theatre  Networks,  Inc.,  piped  five 
performances  of  Gideon  into  a  theatre  in  Rochester.  \nd  other  pro- 
ducers like  Mberl  Me('leei\  and  David  Merrick  continue  to  explore 
the  possibilities  of  a  linking  of  Broadwa)  and  telex  ision.  And  as 
impossible  as  il  seems,  I  believe  thai  one  da\  it's  going  to  work. 
Whether  it  will  be  on  home  free  or  fee  tv.  whether  closed  circuit 
theatre  video  or  via  communis  antenna  handling.  I  don't  know.  But 
it  will  come.  And  when  it  floes.  1  believe,  as  WBC  president  Don 
McGannon  said,  it  will  enrich  the  programing  structure  of  the 
medium.  ^ 


spon^'m; 


3    SEPTEMBER    1  ()f «2 


Dear  Mr.  Thrower, 


? 


IHUKSDAt     AUb.HjlM 


Dear    Mr.      Tnrow«.r, 

My    No**    "  Dtbt,t     HarTiqa^ 

Lojt      VeeA       rny      Daddy     krougKt     K<?m«. 

»*"'<     them  t«    rny    fr. 


and  t0  n. 


*•»"     us     very    Ku,py.    TH*NKYOcy|  ' 

DE.PGIE.      H«RTL&A(y 
^£.    W£     WftrCH    cHtHlfEi.  11  >Uk.  THE  TINE! 


////  \iaio 


*WPIX 


FRED    H      Mix"*  >  h 


CHANNEL  II 


August  10,    1962 


Dear  Debbie: 

Thank  you  for  your  letter. 

We  liked  your  Caddy's  cartoons  too, 
and  I   have  no  doubt   that  KoKo  will  soon 
be   one  of  the  most  popular  cartoon 
personalities  in  television.     Kids  and 
clowns   Just   seem  to  go  together. 

I  am  happy  that  you  watch  our  shows  and 
through  you  I  would  like   to  thank  all   the 
boys  and  girls  who  have   given  WTIX-11   the 
largest   children's  audience   in  New  York. 

I  know  that  KoKo  will  be  a  tremendous 
favorite   on  Channel   11   from  4:25-4:30  PK 
Vonday  through  Priday,    starting  September  10th. 


Sincerely, 


-H,- 


WPIXInr    •    220  F«M  42nd  S<    V»  lori.  Cny  17    •    MUrr«>  Hill  2  b500 


contact: 

Al  Hartigan 
Vice  President- 
General  Sales  Manager 


VIDEO  HOUSE,  INC. 

48  W.  48  ST.,  NEW  YORK  36.  N.  Y.   CI  6-2425 


the  nicest  things  happen 

to  advertisers  who  appear. . .  ^fc 


#|C     ON    KPRC-TV   IN    HOUSTON,    NATURALLY! 
Internationally  accepted,  ask  for  it  by  name 

Edward  Petry  and  Company,  National  Representatives 


Courtesy  of  FIRST   NATIONAL  CITY  BANK  TRAVELERS  CHECKS  NYC. 

IK 


-IMiwni;        •       :\    <5|  |.|  |   \ifuh     1962 


5  SEPTEMBER  1962 

Copyright    1962 
SPONSOR 
PUBLICATIONS  INC. 


Interpretation  and  commentary 

on  most  significant  tv/radio 

and  marketing  news  of  the  week 


SPONSOR-SCOPE 


For  those  who've  been  on  vacation  or  on  a  summer  sabbatical  and  hence  may 
have  qualms  about  having  missed  out  on  more  or  less  important  developments  in 
the  trade,  SPONSOR-SCOPE  engages  in  its  annual  service  of  absentee  updating. 

Among  the  events,  moves,  situations  and  trends  that  unfolded  were  these. 

•  NBC  TV  put  its  daytime  on  a  flat  package  price  basis,  offering  time  and  talent 
as  the  unit  and  in  the  process  doing  away  with  a  diversity  of  discounts.  This  new  selling 
pattern  takes  effect  1  January. 

•  Network  tv  daytime  for  the  fourth  1962  quarter  is  at  a  virtual  sellout  level. 

•  Network  tv  nighttime  for  the  same  quarter  will  likely  set  a  record  in  terms  of 
commercial  minutes  sold,  even  though  there  are  plenty  of  them  still  available. 

•  National  spot  tv  is  headed  for  a  new  high  in  fourth  quarter  billings.  How- 
ever, there's  a  fly  in  the  honey,  which  is  explained  below. 

•  Young  &  Rubicam  unveiled  its  blueprint  of  a  media  field  service  unit  de- 
signed to  serve  as  an  intelligence  bridge  between  local  media  and  the  agency's  media  de- 
partment. Also  to  aid  its  clients  on  the  local  front  in  matters  of  merchandising,  dealer  con- 
tact and  up-to-the-minute  market  information. 

•  General  Foods  revamped  its  pattern  of  sales  territories  to  match  the  market 
falling  within  the  umbrella  of  a  tv  station's  coverage. 

•  The  major  insurance  companies  suddenly  embraced  network  tv  with  a  whoop, 
with  at  least  10  of  them  to  be  found  this  fall  in  various  sectors  of  programing.  (For  an  in- 
depth  exposition  of  this  see  20  August  SPONSOR,  Page  35.) 

•  The  automotives  will  have  in  network  tv  for  the  fourth  quarter  an  accumu- 
lation of  774  commercial  minutes  and  879  billion  home  impressions. 

•  The  Lestoil  account  ($5-6  million)  switched  to  Fuller  &  Smith  &  Ross,  and 
Chun  King   ($4  million)   went  with  Campbell-Mi thun. 


Judging  from  the  plaints  heard  among  sellers  for  the  network  tv  o&o's,  spot 
sales  for  the  fall  are  suffering  from  a  sort  of  embarrassment  of  riches. 

Their  chagrin  is  this:  the  buys  have  been  overwhelmingly  on  the  minute  side,  with 
the  result  that  there  are  still  a  lot  of  prime  20's  reaching  out  for  customers. 

CBS  TV  National  Sales  plans  to  do  something  about  this  anomaly,  such  as  dispatch- 
ing a  wire  to  agencies  urging  them  to  take  a  hard  look,  particularly  if  there  are  20- 
second  commercials  handy  as  well  as  the  minute  kind,  at  the  20  availability  picture  and 
figure  out  whether  the  end  cost-per-thousand  wouldn't  be  preferable  in  that  area. 


Some  of  the  NBC  TV  affiliates  are  beginning  to  wonder  if  the  25-30  minutes 
that  the  network's  made  available  to  them  between  daytime  programs  can  be 
counted  as  a  windfall. 

On  closer  examination,  say  these  stations,  the  gesture  doesn't  seem  to  be  such  a  happy 
one  from  the  viewpoint  of  spot  billings. 

As  they  have  it  figured,  they  gave  up  45-50  20-second  spots  for  these  extra  minutes. 

They  admit  that  in  some  markets  a  daytime  20  doesn't  move  as  well  as  a  daytime  min- 
ute, but  what  annoys  these  NBC  TV  affiliates  is  the  possibility  that  seekers  after  daytime 
20's  will  do  their  zeroing  in  on  the  CBS  TV  or  ABC  TV  affiliate  in  the  market. 
The  latter  networks  are  still  letting  affiliates  get  into  the  middle  of  a  half-hour  program  as 
well  as  either  end. 


SPONSOR      •      3   SEPTEMBER   1962 


19 


SPONSOR-SCOPE  continued 


Needham,  Louis  &  Brorby,  who's  activity  with  radio  has  taken  on  a  lot  of 
momentum  lately,  thinks  that  the  spot  end  of  the  medium  would  do  itself  a  lot  of 
good  if  it  adjusted  its  sales  thinking  to  the  requirements  of  the  time. 

Among  NL&B's  recommendations  to  the  sellers  of  spot  radio: 

•  Get  rid  of  all  negative  approaches,  like  being  supplemental  to  or  a  backstop  to  tv. 

•  Talk  in  terms  of  heavy  frequencies  and  the  use  of  multiple  stations  in  a  market. 
In  other  words,  make  dominance  in  a  market  a  subordinate  approach  to  checkerboarding 
the  proposed  schedule  with  one  or  two  other  stations  in  the  market. 

•  Support  the  pitch  with  the  latest  market  information  that  would  be  of  service 
in  guiding  your  prospect's  use  of  radio. 

•  Streamline  the  ratecard  so  that  the  station  will  be  easier  to  buy. 
(For  a  detailed  recital  on  NL&B's  suggestions  see  article,  page  31.) 


Gillette  (Maxon)  will  go  on  supporting  its  disc  jockey  empire  for  another 
year — its  sixth. 

The  undertaking  entails  over  125  radio  stations  and  an  expenditure  of  about  $1.6 
million  per  annum. 

A  shaving  field  report  had  it  that  Gillette  had  considered  putting  a  chunk  of  its 
ad  money  into  college  football,  but  quickly  discarded  this  thought  because  of  the  reali- 
zation that  it  was  more  important  to  reach  the  younger  teenager  than  the  college 
student,  whose  shaving  habits  and  predilections  by  that  time  are  pretty  well  set. 


There'll  be  at  least  one  national  account  in  spot  tv  this  fall  with  a  campaign 
of  30-second  commercials. 

It's  none  other  than  National  Biscuit,  with    the    placement   coming    out    of   McC-E. 
Last  season  Gulf  (Y&R)   did  some  30-second   buying,   while   Colgate    (Bates)    sched- 
uled a  few  here  and  there. 

In  fact,  Colgate  will  have  one  riding  on  WCBS-TV,  N.  Y.,  this  fall. 


Tv   viewing  per  average  minutes   scored  pretty  well  for  itself  the   first   six 
months  of  this  year,  if  you  look  at  it  in  terms  of  total  homes. 

In  other  words,  the  percentage  of  tuning-in  was  less  than  the  previous  two  year's 
but  the  number  of  homes  that  looked  was  higher.  And  that  went  for  virtually  every 
part  of  the  day  and  night. 

Following  is  an  NTI  comparison  on  homes  for  January -June  of  each  year: 


1962 

1961 

1960 

TIME    SEGMENT 

%             HOMES 

%               HOMES 

%              HOMES 

7  a.m.-noon 

13.1      6,419,000 

13.9      6,519,000 

13.2      5,966,000 

Noon-5  p.m. 

23.4     11,466,000 

23.5     11,022,000 

22.7     10,260,000 

5-7  p.m. 

35.2     17,248,000 

36.4     17,072,000 

36.3     16,408,000 

7-11  p.m. 

55.6    27,244,000 

57.1     26,780,000 

57.8    26,126,000 

11-1  a.m. 

22.6     11,074,000 

22.4     10,506,000 

22.1      9,989,000 

The  reason  that  Lipton  asked  NBC  TV  to  include  it  out  of  the  America's  Cup 
Races  was  a  discovery  it  made  in  1958  when  it  last  underwrote  the  taped  event. 

The  finding:  whatever  strong  interest  there  was  in  boat  racing  among  viewers  was  con- 
fined to  the  east  and  west  coasts;  inland  America  just  wasn't  titillated. 

Lorillard's  Kent  (L&N)  picked  up  50%  of  the  sponsorship  at  a  package  cost  of 
$100,000. 

20  SPONSOR   •   3  SEPTEMBER  1962 


SPONSOR-SCOPE  continued 


The  tv  networks  last  week  were  still  waiting  for  Beech  Nut  to  make  a  deci* 
sion  on  its  huys  for  the  final  1962  quarter  via  Y&R. 

The  budgets  run  at  the  rate  of  $1  million  for  daytime  and  $2  million  nighttime. 

The  tv  networks  have  been  getting  heaps  of  newsprint  space  lately  on  their  en- 
tertainment specials  planning  for  the  fall,  but  in  terms  of  actual  sales  it's  rela- 
tively small  pickings. 

Based  on  what  the  networks  report  they  have  sold,  the  collective  expenditure  for 
specials  for  the  coming  season  adds  up,  as  SPONSOR-SCOPE  has  it  calculated,  to 
around  $15.8  million  and  that  covers  both  time  and  talent. 

An  historical  contrast:  in  the  21  August  1957  SPONSOR-SCOPE  it  was  noted  that 
the  networks  had  already  under  commitment  for  the  ensuing  season's  117  entertainment 
specials  an  estimated  expenditure  of  $37.8  million. 

Following  is  a  rundown  of  1962-63  specials  under  sponsorship,  by  network: 

ABC  TV 


PROGRAM 

NO. 

SPONSORS 

EST.  EXPENDITURE 

Sid  Caesar 

9 

Consolidated  Cigar 

$1,050,000 

Edie  Adams 

8 

Consolidated  Cigar 

950,000 

Hollo)  wood  Adventure 

2 

P&G 

550,000 

Victor  Borge 

1 

Pontiac 

370,000 

TOTAL 

20 

CBS  TV 

$2,920,000 

Leonard  Bernstein 

4 

Ford  Motor  Co. 

$1,200,000 

Young  Peoples  Concerts 

4 

Shell  Oil 

875,000 

Lincoln  Center  Debut 

1 

Corning  Glass 

600,000 

Miss  Teenage  America 

1 

Coty,  Colgate 

425,000 

Grace  Kelly  In  Monaco 

1 

Chemstrand 

350.000 

Arthur  Godfrey 

1 

Armstrong,  Menley  &  James, 

Quaker  Oil 

330,000 

TOTAL 

12 

NBC  TV 

S3,780,000 

Bob  Hope 

6 

Lever,  Sara  Lee,  Chemstrand      $2,500,000 

Bell  Telephone  Hour 

8 

AT&T 

2,200,000 

Dinah   Shore 

9 

S&H  Stamps 

2,000,000 

Hall  of  Fame 

4 

Hallmark 

1.600,000 

Danny  Kaye 

1 

General  Motors 

350,000 

Pat  Boone 

1 

Mohawk  Mills 

250,000 

Mr.  Magoo 

1 

Timex 

200,000 

TOTAL 

30 

$9,100,000 

GRAND  TOTAL 

62 

$15,800,000 

The  tv  networks'  station  relations  departments  are  maintaining  a  brave  front 
about  it,  but  they're  having  no  easy  time  collecting  station  clearance  for  some  of 
those  new  fall  nighttime  series. 

NBC  TV's  troubles  in  that  regard  are  pretty  much  centered  in  It's  a  Man's  World. 
Wide  Country  and  the  Sunday  6:30-7  p.m.  strip  which  encases  McKeever  &  the  Colonel 
and  Ensign  O'Toole.  The  network  hopes  that  the  reluctance  to  clear  will  wither  appreci- 
ably when  the  affiliates  get  a  closed  circuit  look  at  the  product  this  week. 

CBS  TV's  main  clearance  problem  is  Fair  Exchange.  There's  also  some  with  Stump 
the  Stars,  which,  to  begin  with,  is  hobbled  by  a  limited  lineup.  One  resort  to  solve  the  Fair 
Exchange  jam:  an  offer  of  a  co-op  minute  in  the  show  for  affiliate  sale. 

The  two  networks  have  also  had  to  face  up  to  (his  fact:  Certain  affiliates  have  pre- 
empted one  or  two  chunks  of  choice  evening  time  for  local  spot  carriers  as  a  way 
of  recouping  network  revenue  lost  via  daytime  compensation  reductions. 


SPONSOR      •       3    SEPTEMBER    1962 


21 


(  H^   I 


SPONSOR-SCOPE  continued 


The  vast  majority  of  the  1963  car  models  are  due  to  get  their  unveiling  this 
time  by  the  first  week  in  October. 

The  new  lines  as  now  set: 
COMPANY-DIVISION 

Buick 
Cadillac 
;  Chevrolet 

Chrysler 
Dodge 
Ford 

Lincoln  Continental 
Mercury 
Oldsmobile 
Pontiac 
Rambler 
Studebaker  Avanti  only 


UNVEILING  DATE 

4  October 

5  October 

28  September 

26  September 

2  October 

28  September 

2  October 

4  Ootober 

4  October 

4  October 

5  October 

28  September 

Schick  (NCK)  has  in  a  way  taken  a  leaf  out  of  Gillette's  merchandising  book 
and  will  introduce  this  fall  something  new  in  electric  shaver  variations. 

In  Gillette's  case  the  adjustments  are  all  in  the  game  razor,  but  Schick  will  be  offer- 
ing two  razors,  one  for  tough  beards  and  the  other  for  tender  skins. 

Electric  shaver  marketers  have  taken  the  report  of  Schick's  twin  products  with  consid- 
erable conjecture.  The  competitive  consensus:  the  merchandising  wrinkle,  if  successful, 
could  have  quite  an  impact  on  the  manufacturing  directions  of  the  shaver  field. 


The  FCC's  assignment  of  those  third  stations  in  important  markets  the  past 
few  months  has  turned  out  quite  a  windfall  for  the  independent  rep  sector,  espe- 
cially in  light  of  the  bruising  it  has  taken  from  the  swing  of  the  bulk  of  group 
ownership  to  self  representation. 

There's  a  number  of  other  like  assignments  to  come,  like  Winston-Salem  and  Raleigh, 
and  the  straightening  out  of  the  Tampa-St.  Petersburg  situation  (potential  national-regional 
spot  billings  of  the  market  are  $3.7  million). 

The  big  additions  already  set  to  go  (all  ABC  TV  affiliations)  and  their  reps: 

market's  est. 


MARKET 

CALL   LETTERS 

REPRESENTATIVE 

SPOT  BILLINGS 

Providence 

WTEV 

H-R 

$6,500,000 

Syracuse 

WNYS 

PGW 

4,500,000 

Rochester 

WOKR 

Blair  Tv 

2,800,000 

Grand  Rapids 

WIIM 

PGW 

1,700,000 

Because  of  the  tightened  Government  regulations  on  new  drugs  you  can  expect 
more  of  the  big  ethical  houses  to  set  up  their  own  over-the-counter  subsidiaries. 

The  extension  has  become  one  of  fiscal  necessity,  as  drug  marketers  see  it. 

Added  Federal  stringency,  it  is  anticipated,  will  lead  to  smaller  profits  in  the  ethical 
area,  and  the  logical  step  would  be  to  fill!  all  or  part  of  this  gap  by  transferring  some  of 
the  established  ethicals  to  an  over-the-counter  division. 

Among  the  kingpin  ethical  firms  reported  to  be  seriously  contemplating  a  move  in  that 
direction  is  Smith,  Kline  &  French. 

Por  other  news  coverage  in  this  issue:  see  Sponsor- Week,  page  11;  Sponsor 
Week  Wrap-Up,  page  60;  Washington  Week,  page  55;  sponsor  Hears,  page  58;  Tv  and  Radio 
Newsmakers,  page  68;  and  Spot  Scope,  page  56. 


22 


SPONSOR      •      3   SEPTEMBER    1962 


in  Indianapolis,  the  SOUNDS  OF  THE  CO 
keep  people  listening  with  both  ears! 


A  dramatic  broadcast  from  the  scene  of  a  fire  .  .  .  the  voice 
of  a  policeman  making  an  arrest ...  a  schoolboy  telling  why 
he  plans  to  be  an  astronaut. 

Local  people  .  .  .  making  news  .  .  .  reporting  it  .  .  .  react- 
ing to  it.  These  are  the  "Sounds  of  the  City"  that  keep 
ithe  people  of  Indianapolis  attuned  —  and  tuned  —  to 
WFBM  Radio. 


That's  one  point  for  WFBM.  Here's  another:  WFBM 
music  is  pointedly  programmed  to  adult  tastes  . . .  calculated 
to  please  the  people  who  do  the  real  buying  in  Indianapolis. 

In  short,  WFBM  reaches  an  uncommonly  attentive,  pre- 
dominantly adult  audience  .  .  .  provides  your  best  oppor- 
tunity to  address  the  town  fathers — and  mothers — with 
your  advertising  message.  Ask  your  KATZ  man! 


WFBM 
RADIO 

1260    INDIANAPOLIS 

TIME-LIFE    BROADCAST    INC. 

Represented  Nationally  by  the  KA  TZ  Agency 


SPONSOR 


3    SEPTEMBER    1962 


23 


Comments  on  "Harper"  Commentary 

That's  a  great  column  ("You're 
Wrong.  Marion.  You're  Wrong," 
Commercial  Commentary)  in  the  13 
August  issue. 

It  needed  saying,  and  you  did  it 
-ii  well.  After  viewing  a  sizeable 
amount  of  research.  I  think  it  could 
prove  anything ! 

Maurie  Webster 

v.p.  and  gen.  mgr. 

CBS  Radio  Spot  Sales 

New  York 

\\  riting  to  editors  about  policies  and 
statements  is  something  I  usually 
avoid  like  the  plague,  but  after  read- 
ing your  column  of  13  August  in 
sponsor,  I  have  no  choice.  Those 
statements  took  more  than  courage 
to  write,  and  I  can  imagine  that  you 
have  not  heard  the  end  of  the  matter. 
But — not  only  because  of  the  Chris- 
tian overtones  and  undergirdings — 
I  could  not  agree  with  you  more. 

I  am  only  sorry  that  the  kind  of 
thinking  exhibited  by  Mr.  Harper  is 
so  prevalent  and  widespread.  Per- 
haps your  efforts  will  have  a  much- 
needed  effect  on  executive  opinion,  if 
not  public  opinion. 

Lawrence  W.  McMaster.  Jr. 

ever,  dir.,  radio/tv 

I  nited  Presbyterian  Church 

In  your  column  in  the  13  August  is- 
sue  you  hit  the  nail  dead  center. 
Your  own  philosophy  has  been  firm- 
l\  emblazoned  on  a  bronze  plaque  in 
our  public  entrance  since  it  was  dedi- 
cated  b\  Senator  Dirksen  about  nine 
years  ago. 

The  words  were  nol  jusl  forced 
out — it  was  with  care,  with  thought, 
with  dedication  to  responsibility  that 
we  found  (he  natural  words  fit  to  tell 
ns  the  stoi\  of  niir  |nilir\  which  has 
become  a  credo  of  operations: 

"With  Bias  to  God  and  Country 
alone  .  .  ." 


24 


"That  we  may  be  a  free  people." 
Our  first  president.  Lou  Carter, 
served  many  years  as  chairman  of 
the  Board  of  the  American  Institute 
of  Baking,  and  guided  me  in  the 
establishment  of  this  credo  which 
has  taken  on  the  deep  meaning  it 
holds  for  us  only  as  years  have 
passed. 

Your  editorial  captured  this  spirit 
of  high  purpose. 

No  good  tv  station  should  be  with- 
out such  inspiration! 

Joe  M.  Baisch 
general   manager 
WREX-TV 
Rockford.  III. 

I  think  your  column  of  13  August 
taking  apart  the  advertisers  advice 
to  consult  the  audience  as  to  their 
tastes  is  one  of  the  best  things  I 
have  seen  in  a  long  time.  As  a  mat- 
ter of  fact,  having  belatedly  seen 
"Judgment  At  Nuremberg.''  I  would 
put  it  alongside  the  judge's  summa- 
tion as  a  testament  to  intellectual 
and  moral  integrity  in  a  decadent 
era. 

S.  Franklin  Mack 

exec.  dir..  bdestg.  and  film 

National  Council 

of  the  Churches  of  Christ 

\cu    York 


Image-building 

I  have  been  following  the  "image- 
builder''  articles  (13,  20  August) 
with  more  than  passing  interest,  and 
you  are  to  be  congratulated  on  the 
excellence  of  your  fact-finding. 

Perhaps  it  was  our  fault,  but  one 
inaccurac\  which  concerns  me  did 
creep  into  your  account  of  TIO's 
work.  Credit  for  the  month!)  publi- 
cation of  area  program  bulletins 
(page  31,  sponsor,  August  20\ 
should  go  to  the  87  stations  who  co- 
operate in  thiswork.  TIO's  role  has 
been  to  help  stations  get  started  and 
then    to    SUppl)     then)    with    network 


listings.  Each  month,  however,  the 
cooperating  stations  supplement  the 
network  material  with  local  program 
information  and  then  handle  the  pub- 
lication and  mailing  themselves. 

This  effort  is  superimposed  on  the 
pressing  day-to-day  work  which  sta- 
tion personnel  must  do.  The  results, 
measured  in  changes  of  attitudes 
among  bulletin  recipients  and  also  in 
terms  of  the  usefulness  which  thev 
attribute  to  the  informaiton,  have 
made  these  publications  most  worth- 
while. 

Boy  Danish 
director,  T10 
New  York 


Helping    broadcasting 

"Radio  Books  a  Full  Hotel"  (6  Au- 
gust 1962)  will  certainly  go  a  long 
way  in  helping  broadcasting,  par- 
ticularly radio,  to  add  another  field 
of  advertisers  to  its  already  growing 
list. 

We  have  heard  a  number  of  \erv 
nice  comments  about  the  article  and 
the  way  it  was  handled  in  SPONSOR. 
When  the  Richmond  Hotels,  Inc., 
completes  its  new  convention  center 
in  the  next  fewr  months,  it  will  be  a 
serious  competitor  for  at  least  95% 
of  the  national  conventions.  In  the 
months  and  years  to  come  big  things 
will  be  happening  in  Richmond,  Va.. 
"The  Top  of  the  South." 

Irby  N.  Hollans.  Jr. 

promotion    manager 

WRVA 

Richmond 


Shaver  market 

As  one  of  your  devoted  subscribers, 
may  I  request  a  favor?  Your  issue  i. 
6  August  Sponsor-Scope  section  listed 
a  percentage  analysis  of  the  electric 
sinner  market.  Since  I  have  already 
given  m\  cop)  awa\  and  now  find  a 
need  for  this  issue  again,  nun  I  u- 
quest  that  \tui  send  me  one  copy-4 
the  cop\  which  contains  the  percent- 
age analysis  between  Norelco.  Keni 
ington.  Schick  and  Sunbeam. 

I  appreciate  this  very  much,  and 
ma)  I  add  that  I  find  \<>ur  publica- 
tion quite  valuable.  I  compliment 
you  on  it. 

\l  Heuer 

branch  sales  mgr. 
Remington    Rand   Shaver 
Philadelphia 


SPONSOR 


3    SEPTEMBER    1962 


■urn 


w'o\  P 


Top  man  on  Totem  pole  say  .  .  . 


% 


'A 


"Keep  your  eye  on  September  10  SPONSOR" 


HANG 
THE 
CITY 


POPULATION ! 


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


We'd  be  the  first  to  admit  that  it  stretches  the 
imagination  to  hang  a  city  population  of  more  than 
two-hundred  thousand — but  hang  the  city  popula- 
tion when  counting  necks  in  the  entire  Charlotte 
Television  Market! 

The  real  kicker  is  that  WBTV  delivers  43.4%  more 
TV  Homes  than  Charlotte  Station  "B"!** 


"Television  Magazine-1962 
•NCS  '61-Nightly 


Compare  these  SE  Markets  !  * 


**'m 


WBTV 


Charlotte 

Atlanta 

Miami 

New  Orleans 

Louisville 

Norfolk- Portsmouth 


595. 600 

562. 600 
556,600 
4-1  8.200 
409.900 
309.000 


CHANNEL     3    ^ft  CHARLOTTE/    JEFFERSON    STANDARD    BROADCASTING    COMPANY 

Represented   Nationally   by  Television  Advertising  TvAR  J  Representatives,   Inc. 


^ SPONSOR 
3    SEPTEMBER    1962 


TV   today   has   not   only    proved    itself   the    "Sales   Managers'    Medium"    but   has   become    a    central 
marketing  strategy  tool.    Its  influence  on  the  total   marketing-advertising   mix   is  growing,   say   execs 

NOW  TV  AREAS=SALES  AREAS 

More  and  more  companies  following  Anheuser-Busch  lead  in  realign- 
ing marketing  areas  to  conform  with   television   exposure   pattern 


I  he  move  by  companies,  Large  and  small,  to 
draw  their  sales  territories  on  the  basis  of  tv  areas 
i-  growing  steadily.  Distribution  to  conform  to  the 
contour  of  the  tv  signal  is  now  an  integral  part  of 
the  marketing  philosophy  of  many  business  chief- 
tains. 

Vnheuser-Busch,  the  110-year-old  St.  Louis 
brewer,  which  sparked  the  marketing  revolution 
five  years  ago  by  pacing  its  Busch  Bavarian  Beer 


market  area  with  television  signals,  is  now  engaged 
in  similar  distribution  techniques  with  all  it-  other 
product-.  The  advantages  of  such  a  system,  it  ap- 
peal-, are  endless  in  the  ferociousl)   competitive 

marketing  war-  raging  today.  Firms  duplicating 
Anheuser-Busch's    SUCCeSS    in    other     field-     include 

General  Food-.  Lestoil,  Proctor-Silex  and  Maradel. 
Schlitz,  which  i-  V.nheuser-Busch's  closest  com- 
petitor in  the  beer  category  has  also  revamped  its 


SPONSOR 


I    -I  PTEMBER    1962 


27 


sales  territories  to  fit  tv  coverage 
areas. 

Elated  with  results  obtained  to 
date,  Walter  (Bud)  Reisinger,  ad- 
vertising director  of  Busch  Bavar- 
ian, told  SPONSOR  last  week  that 
"When  we  first  obtained  our  market 
areas  on  the  basis  of  television  cov- 
erage, it  was  our  feeling  that  this 
would  provide  us  with  a  more  mean- 
ingful basis  for  planning,  budgeting, 
and  evaluating  our  total  marketing 
efforts. 

"Today,  after  five  \ears  experience 
working  on  this  basis,  we  are  more 
convinced  than  ever  that  this  is  a 
sound  approach,""  Reisinger  assert- 
ed. "In  fact.  Budweiser  of  Anheuser- 
Busch  just  recently  adopted  this  con- 


cept and  it  is  now  used  company- 
wide. 

Reisinger  told  sponsor  that  tv  "is 
still  the  big  thing  with  us"  and  that 
the  firm's  wholesalers  and  sales  su- 
pervisors still  meet  on  a  media  cov- 
erage area  basis  rather  than  on  the 
basis  of  states  and  districts.  He 
pointed  out.  however,  that  today 
\nheuser-Busch  no  longer  speaks  of 
'media  coverage  area'  but  rather 
"marketing  area'  for  purposes  of  sim- 
plification. 

Reisinger  is  quoted  as  saying: 
"The  important  thing  today  is  not 
w  here  the  advertising  originates.  The 
critical  factor  is  .  .  .  where  do  the 
advertising  impressions  go?  The 
more  of  them  that  go  into  your  dis- 


STATE  LINES,  county  lines,  city  lines  are  proving  unrealistic  sale  territory  boundaries.  Big 
corporations  are  now  re-arranging  their  sales  territories  on  a  functional  basis,  i.e.,  the  tv  signal 
area.     Kati   Agency,    which    made    this    chart,    says   distribution    begins    with    tv    market    concept 


28 


tribution    area,    the    more    efficiently  & 
you    are    spending    your    advertising  he 
dollar  .  .  .  and  the  sooner  you're  go-  ' 
inp    to    start    getting    a    return    from 
your  advertising  investment.     So  we 
have    fated    these    facts    of   life    andl 
have    re-defined    our    ideas    of    local 
advertising.    We  now  say  that  loca1 
advertising    is    the    advertising    pres ! 
sure    received   within    a    wholesaler's1 
territory,  regardless  of  where  the  ad- 
vertising comes  from  .  .  .  finally,  we 
are  now  concentrating  our  advertifl 
ing    dollars    in    television,    which   we| 
consider   the   most    effective   medium 
for  telling  our  story.    As  a  result,  we 
now  define  a  market,  not  in  terms  of 
states    or    of    individual    wholesaler 
territories,  but  in  terms  of  that  area 
most  effectively  covered  by  tv  eman- 
ating from  the  major  population  cen 
ters.     In   other  words,  it  is  advertis 
ing  coverage  that  defines  a  market 
ing  area  .  .  ." 

Having  established  itself  as  the 
No.  1  brewer  in  America,  other  brew 
ers  began  aggressive  campaigns  tc 
catch  up  with  Anheuser-Busch. 
Schlitz,  for  one.  began  to  emulate 
the  present-dav  marketing  concepts 
of  its  rival  in  an  effort  to  recapture 
the  Anheuser-Busch  lead  in  the  brew 
ery  industry. 

William  Crolomski,  assistant  tc 
Fred  Haviland.  director  of  market 
ing  for  Schlitz.  told  sponsor:  "Whal 
we  have  done  that  we  consider  dif 
ferent  has  been  to  tr\  and  inculcate 
into  all  groups  within  the  company 
media  coverage  areas  as  a  method  ol 
planning,  rather  than  sales  districts.' 
This  takes  time,  he  pointed  out.  anc 
involves  changing  the  wholesaler  sei 
up,  too,  where  possible.  But  sales 
districts  arc  slowly  re-organizing  tc 
fit  this  pattern  for  a  totally  inte 
grated  marketing  approach.  The  ad 
vantage  of  such  a  system,  he  pointer 
out  further,  is  this:  "^  ou  could  con 
sider  media  coverage  areas  of  dora 
nanl  l\  in  stations  in  each  area,  anc 
ti\  to  find  the  cut-off  point  for  cad 
area  and  the  cut-off  point  for  cacl 
county,  according  to  \RB  and  df 
Nielsen,  and  set  up  sales  districts  ad 
cordingly.  Schlitz,  he  said,  is  de 
veloping  the  same  system  for  net 
work  coverage." 

Haviland  has  been  with  Schlit; 
about  oik'  year,  bavin"  come  to  then 


SPONSOR 


.'!   SEPTEMBER    1001 


'mi  lireclU    from  Anheuser-Busch  where 

"k:   ie  helped  to  bring  aboul  the  i\  cov- 

ft|    rage     area     concept.       Corinthian 

broadcasting     Corp.     and     Westing- 

jouse  Broadcasting  Co.,  among  oth- 

■hei>.    have    been    pushing    this    new 

narketing      strategy      with     Buccess 

I-   imong    forward-looking    advertisers. 

pn   Numerous    station     rep-    have    also 

;jlf    oined    in    this    drive.     Corinthian's 

ales     attack,     in     this     instance,     i- 

■alled     Tele-l  rhi(i;     Westinghouse 

ltd   rails,  its  approach   Wegatown.  One  of 

i!     he    important    things    in    all    these 

■din   (oncepts,   according   to   their   propo- 

lents.   is  that   it  doe-  ana\    with  the 

nnss-hacked     tradition     of     outlining 

he    -ale-    territorx     to    newspaper    or 

naga/ine    reach.     As    Sponsor-Scope 

indicated      recently,      these      realign- 

nents  have  more  than  academic  im- 

crti  jlication.    taking    in    two    significant 

aria    factors:   i  1  i   as  the  prime  medium.  t\ 

should    logically    serve    as    the    per- 

,  .J   pheral    measurement,    and    (2)     the 

i7)  rapid    expansion    of   the    urban-sub- 

,s|  jrban  population   unit  to   which   the 

IM   :v  signal  lends  itself  aptly  and  eco- 

,;,  jiomically. 

rej      "The  structure  of  every  industry  is 

i>;  t  largely    shaped    by    its    technology," 
"harles     H.     Tower,     administrative 
».p..  Corinthian  Broadcasting  Corp.. 
:old  SPONSOR.    "In  marketing  during 
^  the  past  20  years  the  major  techno- 
logical development  has  been  tv.    No 
me   who  seeks  a  nationwide  market 
,  for  a  consumer  product  can  do  with- 
out   it.     Most    find    that    increasingly 
major  reliance  must  be  placed   upon 
,  it.     Mready  critical  in  most  market- 
3.  ing  decisions,  tv  will  pla\  an  increas- 
.  ing    role    in    shaping    the    marketing 
attems  of  tomorrow.     This   is   the 
win"  of  the  concept  of  Tele-VrbiaJ" 
"Markets    defined    in    terms    of    tv 

reas  are  indeed  an  important  change 
in  marketing.""  Edward  \.  Grey,  sen- 
ior v.p.  and  media  director  of  Ted 
Bates,  told  SPONSOR  last  week.  (Ted 
Bates  is  spot  t\  -  top  spender  among 
the  advertising  agencies).  Drawing 
safes  territories  on  the  basis  of  tv 
areas  had  to  happen.  Grev  declared. 

It  makes  all  the  sense  in  the  world." 
be  continued.  "Most  of  the  progres- 
sive companies  are  looking  at  it  that 
way.  Marketing  and  distribution 
heads  do  indeed  regard  this  as  an 
economic    requirement     in    realizing 


MAXIMIZING  tv's  effectiveness.  Looking  at  tv  coverage  map  at  N.Y.  headquarters  of  Mara- 
del  Products  are  George  J.  Abrams,  pres.,  (seated);  Joseph  Chira,  v.p.  and  account  group 
supervisor,    Mogul    Williams    &    Saylor    (I)     and    George    C.    Kirk,    senior    v.p.,    sales.    Maradel 


USING  new  tv  market  concept,   Proctor-Silex  Corp.   fall-tv  schedule   was   given  graphic  kick-off 
at  nat'l  sales  meeting   in  presentation  by  "coach"   Max  Tendrich,  exec   v.p.  of  Weiss  and  Geller 


SPONSOR 


3    SEPTEMBER    1%2 


maximum  product  sales."  On  a  pre- 
vious occasion.  Grej  observed:  "We 
used  to  consider  markets  as  citj  zones 
or  metropolitan  areas  hut  now  the 
primary  tv  area,  in  our  opinion,  rep- 
resents a  geographical  market  re- 
gion." 

Three  years  ago,  according  to 
James  A.  Yergin.  director  of  research 
for  W  estinghouse  Broadcasting  Co.. 
the  tv  advertiser  was  concerned  with 
the  metropolitan  rating  of  a  station. 
Today,  almost  without  exception,  he 
bases  his  buys  on  the  homes  reached 
throughout  the  total  area  served  by 
the  station.  Yergin  said,  adding  that 
long  established  distribution  and 
sales  patterns  are  not  altered  as  rap- 
idly as  these  changes  in  evaluation 
but  the  first  step  has  been  taken. 
"Because  everything  must  mesh  with 


distribution  and  sales  to  produce 
maximum  results,  redisricting  is 
now  conforming  more  and  more  to 
the  concepts  of  Megatown"  Yergin 
asserted. 

Another  glittering  example  of  an 
advertiser  whose  sales  territories 
were  originally  established  to  con- 
form to  television's  viewing  areas  is 
Lestoil.  As  standard  practice.  Les- 
toil  opened  each  new  market  with  a 
heavy  tv  campaign  several  weeks  be- 
fore starting  to  send  its  products  into 
the  market.  Only  after  the  demand 
was  created  and  retailers,  wholesal- 
ers and  distributors  were  asking  for 
the  products,  did  Lestoil  make  its 
first  shipments  to  those  markets. 
''How  different  from  the  old  da\> 
when  it  was  considered  ridiculous  to 
even    think    about    advertising    in    a 


•  /    /:••/-    / 


AMONG  marketing  leaders  who  established  distribution  territories  based  on  tv  viewing  areas 
was  Lestoil  Products.  Lestoil  execs  shown  examining  updated  tv  market  area  map  are  (I  to  r) 
exec  v.p.  Charles  J.  McCarthy,  dir.  Jacob  L.   Barowsky,  dir.  of  marketing   Edward  J.   Fredericks 


30 


market   before   vou   had   vour  distri 
hution    set    up."    observed    an   execu- 
tive of  the  Corinthian  Stations,  a  vig. 
orous  exponent  of  Tele-Urbia. 

Lestoils  director  of  marketing.  E. 
J.  Fredericks,  said  to  sponsor  last 
week:  "Phis  was  a  logical  develop- 
ment in  the  market-by-market  expan- 
sion Lestoil  made.  In  some  cases, 
an  extensive  tv  viewing  area  actu 
ly  forced  an  expanded  sales  ar 
since  television  created  such  gr 
demands  outside  of  a  traditional 
marketing  area.  This  allowed  sales 
costs  to  be  directly  related  to  time 
costs  in  each  area  and.  of  course, 
area  sales  volume." 

Fredericks  said  that  "even  with  a! 
recent  change  in  Lestoil's  marketin 
set  up  where  food  brokers  and  net 
work  television  now  replace  company 
salesmen  and  spot  tv.  records  are  still 
kept  market-by-market  or  tv  area-by> 
tv  area." 

The  s  I  million  Lestoil  account  re 
cenllv  landed  in  the  lap  of  the  \ew 
York  office  of  Fuller  &  Smith  & 
Ross.  Officially .  the  account  doesn't 
move  to  F&S&R  until  December.  Its 
present  agency  is  Sackel-Jackson 
John  R.  McCarthy,  previouslv  with 
Ted  Bates  &  Co.,  will  be  group  super- 
\isor  in  charge  of  the  Lestoil  account 
at  F&S&R.  Industry  figures  regard 
the  switch  in  Lestoil  agencies  as  a 
justification  for  independent  agency 
business.  \\  hen  Lestoil  first  came 
into  being.  Jacob  L.  Barowskv. 
founder  of  the  company,  failed  to| 
interest  any  New  York  ad  agency  nfl 
soliciting  its  business.  Consequently,!  | 
he  started  his  own  house  agency. 
Jackson  Associates.  Shortly  after. 
Lestoil  billing  reached  more  than  $10 
million,  allocated  largely  to  tv  spot 
business. 

Still  another  strong  exponent  ol 
the  marketing  theory  that  sales  tcrri 
lories  should  be  drawn  on  the  basis 
of  tv  areas  is  the  Proctor-Sile\  Cora 
which  has  been  using  tv  as  its  maid 
advertising  medium  for  nearly  a  dec- 
ade beginning  with  its  first  markei 
in  New  York.  It  has  expanded  t< 
the  point  where  it  now  utilizes  5' 
markets  with  daytime  network  t\ 
advertising. 

"It   was  obvious  to  us  very   earh 
in  the  use  of  t\  that  a  television  sig 
i  Please  nun  to  page  50) 

SPONSOR      •       3    SEPTEMBER    196S 


N 

t 
Era 

t 
U 

N 

i] 


L&B  REDISCOVERS  RADIO 


Agency  sells  100%  radio  campaigns;  studies  medium 
|roni  grass-roots  with  buyer  and  exec  visits  to  markets 

Media    department    for    multiple   outlets,    attention- 
tolding  copy:  laments  lack  of  data  to  sell  clients  more 


CHICAGO 
eedluuii.  Louis  and  Brorby,  an 
sency  deeply  rooted  in  radio  since 
le  da\s  it  produced  Fibber  McGee  & 
folly  on  NBC  for  Johnson's  Glo- 
oat.  has  undergone  a  significant 
snaissance    in    their    radio    buying 


PONSOR       •       3    SEPTEMBER    1962 


during  the  past  two  \ears. 

\\  hat   has   hrousht    about    this 


maior 


\  series  of  national  campaigns  Eoi 
Wedham  clients,  so  successful  that 
now.  in  the  words  of  Blair  Vedder, 
Jr.,   v.p.  and  media  director.  "Radio 


is  a  medium  that  pulls  a  lot  of  freight 
at  NL&B." 

Radio  has  been  used  in  a  Dumber 
of  varied  techniques  recent!)  for 
about  half-a-dozen  Needham  clients, 
sometimes  as  .1  t\  supplement,  hut 
most  unique!)  as  the  <>nl\  medium  in 
outstandingly  successful  campaigns 
for  \c"( nit  '  International  Minerals 
&  Chemical  Corp.)  and  Campbell's 
V-8  Juice. 

Needham's  media  department  has 
re-evaluated  the  medium  from  every 
angle  and,  through  buyer  market 
\i-it~.  has  intensified  the  agency's  un- 
derstanding  of  modern  radio.    Radio 


31 


TWO    NL&B    client    products    active    in    radio    via    tr 


igo-headquartered    agency:     Campbell   V-8   Juice,    Massey-Ferguson   farm    machinery  ifl  it. 


concepts  embracing  every  facet  of  the 
industry  have  been  developed,  as 
NL&B  has  moved  into  the  medium 
with  national  campaigns  in  both  net- 
work and  spot. 

"An  essential  pre-requisite  to  prop- 
er use  of  radio  is  a  thorough  under- 
standing of  the  medium's  dynamic 
nature,  and  a  recognition  of  the 
changing  pattern  at  the  local  level  as 
stations  try  to  find  the  correct  pro- 
graming key  to  their  respective 
markets,"  Vedder  maintains. 

The  dynamic  nature  of  radio  has 
two  elements,  he  explains.  Audience 
listening  habits,  and  individual  pro- 
graming techniques:  "The  variety  of 
ways  radio  is  listened  to;  the  hun- 
dreds of  stations  throughout  the  coun- 
try reaching  listeners  bv  individual 
programing  techniques  which  vary 
from  region  to  region,  and  from  city 
to  city." 

An  important  factor  in  radios 
value,  Needham's  media  department 
feels,  is  the  increasing  time  spent  with 
radio  today.  More  people  are  listen- 
ing, they  find,  and  more  and  more 
are  becoming  listeners. 

"The  transistor  market,  in  addition 
to  auto  radios,  has  created  unlimited 
ways  for  listening  to  radio."  Vedder 
says.  And  he  believes  this  could  be 
an  important  point  for  advertisers — 
selecting  the  particular  segment  of 
this  massive,  flexible  audience  most 
suited  to  advertiser  objectives.  How- 
ever,  he   says,   pin-pointing    the   na- 


tional radio  audience  is  not  easy  to 
do,  because  radio's  audience  has  not 
been  broken  down.  Most  advertisers 
buy  tonnage,  chiefly,  because,  he  feels, 
qualitative  data  on  radio  listenership 
is  still  pretty  archaic. 

To  circumvent  this  dearth,  Need- 
ham's  media  department  established 
its  own  method  of  learning  about 
radio  at  the  grass-roots  level,  by  time- 
buver  and  media  executive  visits  to 
individual  markets. 

Each  year  from  six  to  ei<iht  top 
markets  are  visited.  Markets  are 
totaled  among  these  media  personnel 
who  thoroughly  monitor  the  market's 
radio  stations,  then  follow-up  with 
station  visits  to  research  the  market 
and  gather  station  information.  Pro- 
graming objectives,  trends  in  audi- 
ence data,  rate  structures,  and  mer- 
chandising are  among  their  prime  ob- 
jectives on  such  trips.  These  trips 
are  non-buying  junkets,  but  set  up 
primarily  for  market  survey  to  re- 
inforce quantitative  data  provided  by 
research  services,  and  to  anticipate 
trends  prior  to  their  reflection  in  the 
numbers. 

Other  important  parts  of  the  indi- 
vidual market  trips  are  supermarket 
\iMts  in  each  area  to  examine  shelf 
space,  product  displays,  sales  trends. 
etc.  This,  according  to  John  Cole, 
manager  of  broadcast  facilities. 
sharpens  buyer  ability  to  evaluate 
Stations  within  a  market,  and  is  espe- 
cially  helpful    when   Station    men   vi-it 


the  agency.  The  buyers  first-hand 
knowledge  of  the  market,  along  with 
station's  records,  provide  an  apper- 
ceptive basis  for  accurately  evaluating 
up-dated  information. 

When  a  buyer  returns  from  a  mar- 
ket visit,  an  extensive  report  is  writ- 
ten for  distribution  throughout  the 
media  department.  Buyers  are  con- 
sidered experts  on  markets  visited, 
and  are  often  consulted  by  others  in 
the  agency  when  problems  or  ques- 
tions arise  on  a  market  situation. 

Visiting  markets  over  the  past  two 
years.  Needham  buyers  have  ob- 
served a  follow-the-leader  pattern  in 
a  great  deal  of  local  programing, 
where  other  stations  have  copied  the 
more  successfully  programed  -tat ion 
in  a  market.  But  recently,  they  notice 
more  and  more  stations  conducting 
independent  program  policies.  There 
are  still  many  stations,  however,  be- 
hind the  times  in  this  regard,  they 
find,  still  offering  a  bland  diet,  and 
non-community  involvement  in  nro- 
graming.  Of  this.  Vedder  says:j 
"These  are  the  kinds  of  things  buyers' 
look  for  in  a  market.  There  is  still 
much  evidence  thai  a  great  deal  of 
radio  programing  is  designed  merely 
for  hearing,  not  for  listening." 

\t  NL&B,  radio  (and  every  other 
medium)  is  bought  according  to  mar- 
keting objectives  of  each  individual 
campaign.  The  Inner,  briefed  in  ad-j 
vance  on  these  objectives,  fits  station 
selection  to  the  product  profile.    Be- 


32 


sIMlXSOK 


3    SEPTEMBER    1962 


-a  calories 


MIRACLE 

BRAND 

MARGARINE 


I  LB.NET  WT. 


Whipped' 


m  ■     I 


PHILOSOPHY    of    the    agency    involves    multiple    radio    station    outlets    used    by   clients   shown    here:   Johnson's   Glo-Coat   and    Kraft    Margarine 


cause  of  this,  detailed  familiarity 
with  stations  and  markets  is  essential. 
because,  Vedder  points  out,  qualita- 
tive factors  are  not  available  from 
other  -ources. 

\<  edham's   media   department  has 


M 


found    that    generalities    cannot    be 
made  about   such   issues    as   whether 
radio   is  better  suited  to  some  prod- 
ucts than  to  others.   '"The  situation  is 
not   just    a    product    problem,"    says 
Vedder.     "It   depends   on  the    prod- 
in  t's  stage  of  development;  competi- 
tor  activity;    and    the  kind   of   con- 
sumer   a  campaign  desires  to   reach. 
;  We    would    be    leery    of   launching    a 
I   new   product   on   radio,   one  with  an 
"'  unknown     package,     or     one     which 
'needed   visual   treatment    for   demon- 
*  |strable  qualities.    But  advertising  of 
-  a  product  or  a  service  readily  recog- 
i  Inizable.    lends    itself    particularly    to 
'   radio. 

Campbell  s  \  -8  Juice  is  a  good  ex- 
ample of  how  radio  worked  as  a  re- 
minder   medium    for    an    established 
;  [product.  ^  -8.  whose  advertising  budg- 
et1 jet  went  into  radio  100' ,  last  year,  had 
a    long    print    history.     The    public 
knew  the  product,  but  consumer  tests 
indicated  that  consumers   needed    re- 
minding of  the  brand.    Respondents. 
iff  queried  on  what  kinds  of  juices  were 
served    in    their    homes,     mentioned 
;  J  orange,  tomato,   and  other  juices  by 
i  brand.    Seldom  was  V-8   mentioned. 
;   until    asked    specificallv    about    it    at 
tithe   end    of   the    interview.     Then    re- 


spondents recalled  it  well,  could  de- 
scribe the  label,  and  even  name  the 
eight  ingredients. 

The  agency  made  a  full-scale  pres- 
entation to  Campbell  on  how  radio 
could  do  the  remainder  job.  In  the 
initial  test  market,  a  consumer  survey 
indicated  a  45'  <  consumer  aware- 
ness of  the  V-8  brand,  after  30  days 
NationalK.  two  networks  were  used, 
with  an  underlay  of  spot  in  high- 
potential,  low-clearance  markets.  This 
campaign  worked  so  well,  that  after 
about  eight  weeks  it  had  to  be  dis- 
continued. 

The  philosophy  of  NL&B's  media 
department  is  that  radio's  problem 
is  to  compel  audience  listenership. 
and  this  can  best  be  achieved  through 
message  repetition  with  heavy  fre- 
quency schedules. 

It  is  here.  Vedder  points  out.  that 
the  economy  factor  of  radio  is  a  pro- 
found advantage:  "It  provides  the 
necessary  frequency  within  budgetary 
limitation  of  many  products." 

Needham  media  executives  have 
observed  an  anomalous  situation 
within  the  medium  regarding  fre- 
quency. Station  management  is  often 
guilt)  of  under  -filing  radio,  not 
fully  realizing  the  frequency  neces- 
sar)    to  achieve  consumer  awareness. 

The  agency  itself  has  devised  a 
system  to  provide  schedules  with  ef- 
fective reach  on  a  limited  budget  le\el 
— the  radio  rotation  plan,  which  has 
been  used  for  three  vears.    This  plan 


-1'oNSOR 


3    SEPTEMBER    1962 


operates  on  the  theorj  that  each  sta- 
tion attracts  and  hold-  it-  own  loyal 
audience.  And  to  cut  through  a  cross 
section  of  the  total  market  audience, 
as  many  stations  as  possible  must  be 
used,  but  not  necessaril)  concurrent- 
ly. Schedule-  which  hegin  on  one  sta- 
tion and  run  for  a  specific  period, 
rotate  through  several  station-  in  the 
market,  offering  more  reach  than 
could  be  possible  b)  using  onl)  one 
or  two  stations.  This  rotation  plan 
often  create-  the  illusion  ol  addition- 
al frequency.  The  media  department 
is  quick  to  point  out  that  this  system 
is  a  device  used  to  stretch  budgets. 
Ideally,  the)  say,  use  of  multiple  sta- 
tions concurrentl)  provides  the  best 
reach  and  frequency,  when  budgets 
permit. 

The  radio  rotation  plan  was  ex- 
panded on  a  national  basis  last  year, 
when  a  network  rotation  plan  was 
used  for  Ac  cent,  a  product  that  had 
run  in  -pot  market-  the  previous  v ear. 
In  Ac'cent's  current  campaign,  three 
radio  networks  have  been  used  for 
schedule  rotation,  with  spot  -imple- 
ments heavying  up  in  high-potential 
market-. 

In  addition  to  Xeedham-  two  bell- 
wether iadio  account-.  \ -8  and 
\c\eiit.  the  agenc)  is  running  sched- 
ule- for  other  client-,  applying  the 
flexibility  of  radio  to  various  market- 
ing problems.  Among  these:  net- 
work and  spot  radio  for  Kraft  DeLuxe 
'  Please  turn  to  page  51  I 


33 


ONE  SPONSOR  BEGETS  ANOTHEI 


^    Detroit  experience  shows  how  snowballing  effect  of 
locally  sponsored  public  affairs  programs  induces  trend 

^    Standard  Federal  Savings  and  Loan  Assn.'s  success 
encourages   its   biggest   competitor    to    rival    its    efforts 


#^  solid  trend  toward  local  sponsor; 
ship  of  public  affairs  shows,  as  re 
ported  in  the  9  July  issue  of  SPONSOK 
is  evidenced  again  in  a  recent  reporl 
from  Detroit,  where  a  local  advertis 
er's  successful  public  affairs  buy  01 
tv  is  beins  matched  this  foil  by  thi 


AWAITING  cue,  George   Pierrot   (I)    is  about  to   interview  traveler-photographer  Earl   Brink.    Show  whetted   local   buyers'  taste  for   like   program; 


El 


MODEL  of  a   native  Alaskan   boat  is   described    by   Pierrot    for   benefit   of   the   show's   director. 
IThe  veteran   globetrotter   and   author   is   known   for   his  detailed   observations   of   people,    places 


firm's  chief  rival.  A  third  public  af- 
fair- show  also  has  been  bought,  and 
tWO  more  in  the  station-  fall  lineup 
are  being  offered  for  sponsorship. 

The  program  which  got  the  ball 
rolling  is  The  George  Pierrot  Show, 
which  was  first  bought  by  Standard 
Federal  Savings  and  Loan  Assn. 
through  Denman  &  Baker,  its  adver- 
tising agency,  last  September.  It 
starts  its  second  year  for  the  sponsor 
next  Monday. 

When  the  39-week  renewal  contract 
was  signed  last  month.  Thomas  R. 
Ricketts,  vice  president  of  the  Asso- 
ciation, said  that  one  of  the  reasons 
for  the  company's  recently  completed 
"best  six  months  in  its  history"  was 
sponsorship  of  the  Pierrot  show. 

'it  is  difficult.'"  he  continued,  "to 
determine  exactly  how  much  new 
business  was  created  by  the  show. 
but  the  fact  that  this  was  the  period 
of  our  greatest  growth  and  the  fact 
that  comparatively  we  outstripped 
our  major  competitors,  leads  us  to 
believe  that  the  show  contributed 
heavily  to  our  success." 

At  the  same  time,  Ricketts  pre- 
dicted with  bulls-eye  accuracy  that 
other  companies  would  now  be  en- 
couraged to  wander  from  the  flock 
of  "stereotyped  rating  getters  ...  to 
explore  public  service  opportuni- 
ties." 

As  mentioned  above,  the  associa- 
tion's chief  competitor  among  about 
30  savings  and  loan  institutions  and 
10  major  banks  already  has  entered 
the  public  affairs  sponsorship  arena 
with  a  syndicated  program.  Probe. 
which  also  starts  this  month  on  the 
station.  Sundav  s  at  5 :30  p.m. 

In  addition,  the  station  has  sold 
one  of  several  selected  programs  from 
its  Profile  series   to   the   Automobile 


Club  of  Michigan,  to  be  telecast  this 
month.  //  the  Zoo  and  It  eekend  are 
also  on  the  fall  schedule,  but  as  yel 
are  not  sponsored.  Meanwhile,  the 
station's  10-man  Public  Mfairs  Com- 
mittee is  devising  new  formats  for 
more  such  shows. 

Tun  factors  were  primarily  re- 
sponsible for  the  Pierrot  show  suc- 
cess story — one  was  the  decision  by 
agenc)  and  client  to  seek  a  means  of 
reaching  a  largely  adult  audience 
without  sacrificing  the  attention  of 
the  younger  set;  the  other  was  that 
the  show  itself  was  a  good  vehicle 
for  the  association-  messages. 

The  reason  the  association  wanted 
to  reach  adults.  Ricketts  said,  was 
that  "our  studies  show  that  persons 
45  years  of  age  and  older  deposit 
50%  of  all  savings;  that  persons  35 
to  45  deposit  30%,  and  that  persons 
under  35  deposit  20r?  ." 

While  investigating  various  media 
for  a  way  to  reach  this  audience,  the 
agency  became  interested  in  the  Pier- 
rot show  which  had  been  carried, 
for  the  most  part,  on  a  sustaining 
basis  on  WWJ-TV  since  its  inception 
in  1953. 

Briefly  described,  the  program  pre- 
sents world  famous  travelers  who 
display  color  motion  pictures  taken 
all  over  the  world,  from  Calcutta  to 
San  Francisco.  Informational  and 
penetrating,  the  show  studies  the 
people  and  delves  into  the  customs, 
economics,  and  problems  of  cities 
and  countries.  Pierrot  himself,  wide- 
ly recognized  as  a  globetrotter  and 
explorer,  is  the  recipient  of  several 
awards  from  world  -  understanding 
and  travel  groups. 

\fter  negotiations  for  the  pro- 
mam  were  completed  and  the  con- 
tract had  been  signed,  the  only  out- 


standing  problem  remaining  was  i" 
find    a     I   time   slol    in    w  hich    to 

make    an     imp.n  t     W  illi     .idult-.     h  bile 

i .  ,ii  bin;.  \  oung  people  as  well.  I  he 
decision  to  i  hange  li om  the  Sunda) 
6  p.m.  time  -l"i  to  the  present  one, 
Vlondaj  al  7  p.m.,  was  made  bj  the 
client. 

I  he  time  pei  ioda  offered  l>\  the 
netwoi  k  (NB(  I  soon  boiled  dow  n  to 
foui .  I  he  othei  three  openings  wei  e 
late  nighl  F  i  idaj  oi  Saturdaj .  or 
opposite  The  Untouchables  Thurs 
days.  Bui  the  firsl  two  tunc  Blots 
were  considered  too  late  foi  the  cli- 
ents purpose,  and  the  third  unthink- 
able. 

That  the  pi ogi am  and  the  belei  ted 
time  pei  hi, I  pro ed  i  ompattble  i- 
supported  l.\  a  reporl  on  new  l'ii-i- 
ne-s  which  Ricketts  read  off : 

"During  the  first  -i\  month-,  the 
inflow  nl  new  savings  was  ovei  850 
million  ami  there  was  a  net  increase 
in  savings  b)  $21,500,000  to  $197,- 
I  18,000.  The  assets  of  the  associa- 
tion increased  almost  $25  million  to 
$219,477,000.  Uso,  10,000  new  sav- 
ings accounts  wen-  opened  in  this 
period. 

i  Please  turn  to  page  7>2  i 


POSITIONING  a  show  poster  at  Standard 
Federal  Savings  and  Loan  Association  are 
client  and  agency  executives  Thomas 
R.     Ricketts     (I)     and     Ernest    W.     Baker,    Jr. 


SPONSOR      •      3    SEPTEMBER    1962 


35 


POKTKAIT  OF  «t  LOVE-  VfJQU.  (UKKAN.) 
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SPECIAL  REPORT:   PART  TWO 


RADIO'S  DO 


METRO  MONITOR,  the  only  radio  station  monitoring  service  in  N.Y.,   provides  weekly  reports 
of   advertiser    activity    and    music    logs;    would    expand    to    100    markets    at    estimated    $100,000 


▼*  Second  article  on  "radio 
facts"  points  out  industry 
data  can  he  had  at  realistic 
cost,  if  stations  work  together 

WW  hen  radiomen  discuss  their  me- 
dium's need  for  dollar  data  they  in- 
evitabl)  get  around  to  making  four 
identical  comments  about  the  situa 
tion:  and  it  makes  no  difference 
whether  they're  a  network  prexy.  a 
group  ownership  executive,  a  local 
station  manager,  or  an  astute  and  ef- 
fective rep. 

Invariably  each  of  them  will,  with 
envy,  refer  to  the  TvB  and  say,  "That's 
the  sort  of  job  that  radio  needs." 
Then,  with  either  apology  or  antipa- 
thy, they  refer  to  the  RAB  saying. 
'"RAB  should  (could  or  would)  do 
it  hut  they  don't  have  the  $250,000 
required." 

Each  of  them  also  points  to  the 
competitiveness  of  the  medium,  usu- 
allv  in  this  manner.  "Station  man- 
agers, who  now  cut  each  other's 
throats,  would  have  to  learn  to  trust 
each  other  and  to  cooperate  for  the 
good  of  the   medium." 

Inevitably  each  of  them  talks  about 
win  dollar  data  would  be  good  for 
radio.    Tn   essence   their   rationale   is: 

'"How  do  we  define  radio  so  that 
an  advertiser  knows  what  it  is?  How 
do  we  define  what  is  really  not  one 
industry,  but  is.  in  fact,  several  thou- 
sand individual  enterprises  compet- 
ing  For  national  attention  !>v  emphaf 
sizing  their  differences. 

"To  the  advertiser,  plagued  h\  the 
complexities  of  modern  merchandis- 
ing and  marketing,  and  to  the  agency. 
harried  I>\  rising  internal  costs,  the 
\cr\  idiosyncrasj  of  radio  is  an  ana- 
thema thai  make-  it  more  difficult  t6 
use  than  other  media. 

"l'rox  iding  comprehensive  dollar 
data  on  an  industry  basis  would  not 
only  put  radio  in  the  lists,  along  with 
other  media,  where  it  belongs,  it 
would    also    rive    radio    an    indnstrv 


- 


16 


SPONSOR 


3    SEPTEMBER    10(.2 


DOLLAR  DATA  CAN   BE  HAD  IF 


1 


tverall,  a  blanket,  an  umbrella.    Dol- 
r  data  and  activity    data   pertinent 

the  medium  and  of  interest  l"  the 
Ivertiser  would  catch  the  eye  and 
e  interest  <>f  the  client,  would  com- 
and  the  spotlight:  and  the  individ- 
il  competitive  combat  between  sta- 
ins would  -tav  in  the  wings  where 
belongs." 

Obviousl)  radiomen  have  been 
ulling  over  the  needs  of  their  me- 
mo even  while  slugging  each  other 
>r  position,  for  ratings  and  for  bill- 
lg.  \nd  now  that  radio,  in  main 
iarkets,  has  achieved  a  degree  of 
ability,  the  perspicacity  and  per- 
stence  that  station  management  put 
ito  making  a  profit  is  turning  to  in- 
ustr)    needs. 

\nd  being  realists,  these  radiomen 

i  search  of  dollar  data  for  their  in- 

ustrj    also    realize    that    the)    have 

une    industry   problems    that    must 

rst  he  faced.    Some  of  these  are: 

\\  batever    is    done    will    require 

complete    cooperation    1>\     station 

management:   that  this  may  take 

some  doing. 

That  much  as  they  like  the  TvB 
approach  they  cannot  expect  any- 
thing as  complete  because  there 
are  so  many  more  radio  stations 
than  tv.  that  costs  might  be  too 
high. 

That  the  R\B  cannot  do  the  job 
alone  because  it  has  too  many 
membership  gaps,  a  new  president 
entitled  to  a  'hreaking-in"  period, 
and  doesn't  have  the  kind  of  mon- 
ey the  job  would  require. 
That  $250,000  is  "the  kind  of 
money'  required. 

That  some  sort  of  start  be  made 
and  made  quickly. 
Such  a  fast,  simple,  inexpensive 
tart  could  he  made  in  extending  the 
os  Vngeles  billing  plan  to  the  first 
2.i.  SO  or  100  market-.  In  Los  \n- 
geles  11  stations— representing  most 
of  the  hilling  in  the  market — send 
their  month!)  local  and  national  dol- 
lar totals  to  a  local  C.P.A..  and  re- 
ceive a  monthly  dollar  total  in  each 
i  ategory  for  the  market. 


SPONSOR       •       3    SEPTEMBER    1962 


Onlv  the  C.P.  \.  knows  the  individ- 
ual station  dollar  figures,  and  those 
figures  the  I  .P.A.  never  reveal-.    I n 

return  each  Station  know-  how  il- 
sales  compare  to  the  total  for  the 
market.  It'-  fast,  it's  useful,  it  costs 
$2  per  month,  and  it's  been  copied 
in  San  Francisco. 

\\  ith  the  I. os  Angeles  plan  some  of 
the  toughest  operators  in  two  of  the 
most  competitive  markets  have  learned 
to  work  together  for  the  common 
good.  Do  it  in  the  top  KM)  markets 
and  radio  would  have  month!)  dollar 
data  showing  local  and  national  ad- 
vertising expenditures  hv  individual 
markets,  and  in  all  market-. 

It  is  not  the  ultimate,  but  it  is  a 
start  that  could  result  in  radio  com- 
piling vital  statistics  and  using  them 
to  sell  itsell  in  competition  with  oth- 
er media.  For.  as  almost  everyone 
agreed,   once  the  stations  became  ac- 


customed  to   providing   theii    market 
totals  it  would  be  .1  simple  step  ahead 
to   include  one  advertisii 
each  month,  i.e.,  automotive  or  beei 
or  cigarettes,  etc. 

["his  sort  "I  -t.nt.  the  radiomen  in- 
terviewed  agreed,  was  realistic,  could 

be  done,  would  work.  \\  hat  wa-  need- 
ed was  -< 'one  to  gel  it  started,  to 

keep  it  going,  to  nudge  the  lazybones 
and  needle  the  knuckleheads 

That  someone  would  have  to  I"-  an 
organization    or    individual    the    sta- 

tions     Would     trust     and     le-peet.       It 

could  be  the  I!  \l'>.  bul  not  until  it- 
new  president  was  ready;  it  might  be 
the  NAB,  when-  a  researchman  with 
station  experience  now  -it-  in  the 
chair  of  a  vice-president;  or  it  could 
even  he  sponsor  magazine. 

This,  everyone  agreed,  would  be  a 
good  start,  but  <till  onlv  an  interim 
effort.    What  reallv    wa-  required  was 


EXECUTIVES   RADIO   RESEARCH   SERVICE    now   does   special    radio    advertiser    reports    in 
100    markets    for    agencies;    could    do    quarterly    reports    in     10    categories    for    about    $100,000 


37 


an  all-out  co-operative  activity  involv- 
ing the  RAB  or  NAB,  the  4As,  the 
ANA,  and  the  SRA.  One  group  op- 
erator also  suggested  including  AS- 
CAP,  BMI,  and  SESAC  since,  as  he 
figured  it,  "Much,  if  not  most,  of 
their  revenue  comes  from  their  royal- 
ty deal  with  radio.  Anything  that  in- 
creases radio  billing,  as  this  plan 
would,  also  means  more  revenue  for 
them.  They  should  contribute  to  the 
fund." 

Another  raises  a  possibility  that  a 
central  billing  firm  for  radio,  such 
as  Broadcast  Clearing  House,  which 
went  into  operation  last  June,  would 
be  the  ideal  source  for  dollar  data. 
When  enough  stations  subscribe  to 
such  a  service,  the  dollar  informa- 
tion would  be  available  in  one  place. 
It  then  could   be  shot  off  to  an  ac- 


countant who,  holding  specific  infor- 
mation in  confidence,  could  compile 
gross  national  figures. 

A  cooperative  effort  involving  ra- 
diomen, advertisers  and  agencies 
could  provide  minimum  objectives 
which  would,  in  turn,  permit  the  pro- 
fessional information  cullers  to  sub- 
mit cost  estimates.  With  these  esti- 
mates radiomen  would  know  whether 
they  could  tote  the  tariff  alone  or  try 
to  share  the  load  with  others. 

Without   some   such   set   of   stand- 
ards the  radiomen  had  only  unofficial 
bits  and  pieces  with  which  to  attempt 
to    project   a   plan.     These   bits    and 
pieces  included  the  following: 
1.    Dollar  data  might  not  be  as  ex- 
pensive  to   procure   as   some   as- 
sumed,   since   Price    Waterhouse. 
which    handled  the  Gross   Billing 


Page  3 
VVvvw 


RORABAUGH  STATION  REPORTING  FORM 

C^Q.  lOftLTlWtfii^       WyAK'W  ENT»  TOTM  NO  Of  SfOTS  i  WOGtAmS  KX  fHVK  QUAgTgr  7c-        ^  ^  f>  T      0^        *•*• 


>J}^_ 


Scpr     3»,     l<jfe& 


&  hoi  wot  rv  A&vtemeBS 


vlicsnoV  OftftRtf  '  ■  •  . 


HMWiU   -ttiult  CoprCC 


,NS"fft>JT 


ssrisr    T 


*MS) 


Asl 

N.  C.   RORABAUGH  compiles  data  for  TvB,   using   this  form  of  questionnaire,  would   do  same 
for  radio  at  no  cost  in  return  for  right  to  sell   more  detailed   info   to  agencies  and    advertisers 


Estimates  for  SRA,  had  devised  a 
sampling  formula  that  projected 
partial  returns,  did  not  require 
information  from  all  or  most  sta- 
tions. 

2.  Dollar  data  by  brand  names  would 
cost  more  than  $50,000  pei 
brand:  simple  dollar  data  by  com 
pany,  i.e.  sans  brands,  would  cost 
more  than  Si 0,000  per  report. 

3.  The  SRA  could  do  it  cheaper  than 
anyone  if  only  the  stations  would 
order  their  reps  to  provide  the  in- 
formation. 

4.  Quarter!)  reports  would  be  ade- 
quate: but  monthly  reports  would 
be  better. 

5.  TvB  spent  $250,000  per  year  for 
its  dollar  data.  Others  thought 
TvB  spent  more:  spent  less.  They 
pay  N.  C.  Rorabaugh  $50,000  a 
year;  the)  pa)  him  $50,000  per 
quarter. 

What  dollar  data  costs  TvB  is  not 
public  knowledge.  What  is  known  is 
that  TvB  has  Rorabaugh  compile  a 
quarterly  report  of  national  and  re- 
gional spot  advertising,  alphabetical- 
ly indexed  b\  advertiser  and  by  <it\: 
that  353  stations  in  216  cities  an- 
swered the  Rorabaugh  questionnaire 
in  t lie  most  recent  report;  that  TvB 
executives  keep  after  stations  to  com 
plete  and  return  the  questionnaires. 

It  is  also  known  that  TvB  procures 
its  dollar  data  on  network  tv  from  a 
joint  activity  of  Broadcast  Advertis- 
ers Reports  (BAR)  and  Leading  "Na- 
tional Advertisers  (LNA).  R  \R 
monitors  advertiser  activity  in  77  tv 
markets,  is  also  known  to  radiomen 
for  the  12  city  radio  reports  it  issued 
until  1060.  LNA  compiles  dollar  data 
and  activity  information,  did  the  net- 
work radio  dollar  data  that  PIB  pub- 
lished in  prev  ions  \  ears. 

Since  there  are  four  organizations 
who  have  done,  or  are  doing,  research 
in  the  area  of  dollar  data  or  adver- 
tiser  activity  for  radio.  SPONSOR  went 
in  each  of  them  for  their  estimates  of 
what  might  he  done  and  what  such 
doing  might  cost. 

These  four,  mentioned  in  detail  in 
Pari  I  of  this  study,  were  N.  C.  Rora- 
baugh,  Jim  Boerst's  Executive  Radio 
Research  Service.  BAR.  and  Metro 
Monitor.  And  each  had  a  concrete 
;tion. 
i  Please  turn  to  page  53) 


f 

iesl 


.;:; 


SPONSOR 


3   SEPTEMBER    1962 


NETS  READY  FOR  NEW  SEASON 


W    INijilittiiiH'  network   tv   fall   lineup  solidifies  as   ili<> 
'62-Y>3  season  prepares  to  open  in  the  wake  of  l>i«i  sales 

^    Plenty  of  action  is  ahead  with  situation  comedies, 
westerns,    dramas,    specials    dominating    television    \u«> 


I  he  machinery  to  set  the  nighttime 
network  t\  picture  in  action  is  ready 
to  roll,  replete  with  it<  armory  of 
one-hour      situation-comedies,      one- 

hour  westerns,  and  the  successful  new 
program-type,  the  medical  drama. 

Situation  comedies  arc  getting  the 
most  number  of  shows  in  all  net- 
works, and  show  up  in  particularly 
heaw  quantih  on  \BC  i  101  and 
CHS  (11).  NBC  has  six  of  this  varie- 
ty. Both  \BC  and  CBS  are  pro- 
training  one-hour  situation  comedies 
this  fall,  Going  My  Way  for  ABC  and 
Fair  Exchange  for  CBS. 

W  esterns  are  getting  their  share 
of  network  time,  with  four  scheduled 
on  each  CBS  and  \BC.  three  on  ABC. 
Ml  three  networks  are  making  the 
most  of  these  programs  with  several 
one  hour-  scheduled.  ABC  has  two 
(Cheyenne,  Wagon  Train).  CBS  two 
[Rawhide,  Gunsmoke),  and  NBC 
four  {Laramie,  Bonanza,  Wide  Coun- 
try. Empire)  plus  the  hour-and-a- 
half  1  irginian.  ("For  schedules,  see 
listings  next  page.) 

This  is  how  the  Sunday  night  pic- 
ture looks  before  7:30  p.m.: 

MIC  kicks  off  at  6:30  p.m.  with 
//  inston  Churchill,  the  Valiant  Years, 
a  half  hour  show  sponsored  by  Men- 
lex  &  James.  Bulova.  U.  S.  Rubber, 
and  Wander  Co.  The  average  net 
cost  for  each  program  is  $50,000, 
with  no  charge  for  re-runs.  In  the 
7-7 :.■>()  slot  i*  Father  Knows  Best. 
with  sponsors  Dodge,  General  Food-. 
Goodyear,  and  Luden's.  Average  net 
cost,  including  re-runs,  is  $34,000. 

CBS  i>  scheduling  The  20th  Cen- 
tury at  (>  p.m.,  sponsored  by  Pruden- 


tial. Average  net  cost,  including  re- 
runs: $35,000.  Password  follows  in 
the    6:30    to    7    p.m.,    followed    1>\ 

Lassie  at  7  with  Campbell  Soup  the 
sponsor.  Lassie's  average  net  cost 
with  reruns  is  $37,000. 

NBC's  Sunday  night  line-up  begins 
with  McKeever  &  the  Colonel,  spon- 
sored by  Milton  BradlcN.  Texaco,  and 
Chesebrough-Ponds,  at  6:30  p.m. 
Ensign  O  Toole  comes  on  at  7  p.m., 
sponsored  by  Liggett  &  Myers.  Aver- 
age cost  with  re-runs  is  $47,000. 

Specials  are  plentiful  this  season 
and  include  some  shows  that  were 
once-a-week  regulars  in  seasons  past. 

Here  is  the  lineup  for  CBS: 

Miss  America.  Saturday,  8  Septem- 
ber. 0:30  j). m.  to  midnight.  Sponsor: 
Philco,  Pepsi-Cola.  Toni. 

Judy  Garland  Show  ("repeat!  19 
September,  10-11  p.m.  Sponsor: 
Chemstrand. 

Opening  \ipht  of  Lincoln  Center. 
23  September,  0-11  p.m.,  Leonard 
Bernstein.  Philharmonic  Hall.  Spon- 
sor: Corning  Gla--. 

Opening  Wight,  21  September.  8-9 
p.m.  Sponsor:  General  Foods. 

Road  to  Button  Bay  (1962  Girl 
Scout  Roundup).  24  September.  9-10 
p.m.    Sponsor:  General  Foods. 

Miss  Teenage  Beauty  Pageant,  26 
October.  10:30  p.m. -midnight. 

Arthur  Godfrey  in  Hollywood,  10 
November,  8:30-9:30  p.m.  Sponsors: 
Quaker  State  Oil,  Menle\  \  James, 
Armstrong  Cork  (first  of  three). 

Thanksgiving  Pay  Parade.  22  No- 
vember.   10   a.m. -noon. 

Wizard  of  Oz.  starring  Judy  Gar- 
land. 9  December.  6-8  p.m. 


Hedda  Gabler,  starring  [ngrid 
Bergman,  Hendrick  Ibsen,  unsched- 
uled. 

Here  is  the  M:<    fall  Bpecial  list: 

Hallmark  Hull  of  Fame,  26  Octo 
bei .  "  I  eahouse  of  the  Vugusl  Moon," 
8:30- 1"  p.m.  Spoil-,, i  :  Hallmark. 
1  Sis  -how-  planned 

Bell  Telephone  Hum.  24  Septem- 
ber, 22  October,  11  November,  23  De 
cember,  l<>  p.m  Sponsoi  :  Bell  I  ele- 
phone,  i  Eighl  programs  planned.  < 

Dinah  Shore  Shou  .  I  1  I  Ictober,  10- 
1  1  p.m.  Sponsoi  :  ^M  I  Green  Stamps. 
i  Nine  shows  planned,  once  a  month.) 

Bob  Hope  Show,  21  Octobei  9-10 
p.m.  Sponsors:  Timex.  Kitchens  of 
Sara  Lee.  Chemstrand.  Level  Bros. 
i  Six  shows  planned.  I 

MIC  Opera  Company.  "BorU  Gu- 
donov."  18  November:  "Amal  and 
the  Night  Visitors,"  23  December; 
"Love  of  Three  Kings,"  27  January  ; 
n.-w  Menotti  opera.  3  March;  "xt 
Matthew  Passion"  (Part  One)  3.  6 
April;   Part  Two.  7  April. 

Project  20,  "The  Ordeal  of  Wood- 
row  Wilson,"  25  September;  "Eisen- 
hower  on  Lincoln:  A  Military  Me- 
moir,"  unscheduled. 

The  World  of  .  .  ..  "The  World  of 
Jacqueline  Kennedy,"  October.  (Five 
programs  planned.)   Sponsor:  Purex. 

The  Purex  Special  for  Women 
(two  programs  planned).  Sponsor: 
Purex. 

ABC  TV  will  continue  the  Bell  & 
Howell  Close-Up!  specials  this  fall. 
Close-l  p!  is  now  scheduled  for  a 
half-hour  beginning  at  10:30  p.m. 
Tuesdays,  and  will  alternate  with  the 
Sid  Caesar  Shou.  which  begins  l'> 
October  for  a  total  of  nine  specials, 
and  the  Edie  Adams  Shou.  which 
starts  21  October  for  eight  specials. 
The  latter  two  are  sponsored  1>\  Con- 
solidated Cigar.  However.  \l'>(  T\ 
announces  there  will  be  several  one- 
hour  Bell  &  Howell  Close-l  p!  specials 
in  prime  time,  pre-empting  regularly 
scheduled  programs. 


Turn  page  for  complete  fall  schedules 


SPONSOR 


3    SEPTEMBER    1962 


Latest  schedule  of  n 

ighttime  network 

television   | 

programs    W ' 

SUNDAY 

MONDAY 

TUESDAY 

wip^ 

ABC               CBS               NBC 

ABC               CBS              NBC 

ABC               CBS               NBC 

AB       >* 

The  Jetsons 

Dennis  the 

To  Tell  the 

Combat 

Marshall 

7:30 

3M 

Whitehall 

Colgate 

Menace 

Kellogg 

Walt  Disney's 

Truth 

Whitehall 

It's  A  Man's 
World 

Alberto-Culver 
Armour 

Dillon 

(not  for 

Laramie 

B&  W 

Dow  Chemical 

Best  Foods 

Wonderful 

R.  J.  Reynolds 

Block  Drug 

net  sale) 

Miles  Labs 

Wagon  Tii 

World 

Cheyenne 

Carnation 

Cons.  Cigar 

Bristol-Myers 

i  |  ■ 

$68,000*      ac 

$38,000       sc 

of  Color 

Show 

$28,000       au 

Peter  Paul 
P&G 

Ed.  Dalton 

H.  C.  Moores 

N.  Amer. 

w 

AC  Spark  Plugs 

Colgate 

Block  Drug 

Alberto-Cet 
Gillett    | 
P&G 

Thos.  Leeming 

Participating 

I've  Got  a 

Chrysler 

Philips 

Lloyd  Bridges 

Sperry  Rand 

R.  J.  ReyiAi 

Eastman 

Secret 

Chesebrough- 

Norwich 

Show 

PPG 

8:00 

Ed  Sullivan 

Kodak 
RCA 

General  Foods 
Toni 

Ponds 

Liggett  & 

Myers 

Pharm. 

Pharmacraft 

Polaroid 

Kaiser 

Mentholatum 
Co. 

Show 

$110,000     an 

$83,600        w 

$39,000       au 

$95,000         c 

$89,900         a 

$39,000         a 

$94,000        w 

$114,900   .i 

Car  54, 

Lucy  Show 

Hawaiian  Eye 

Colgate 

Where  Are 

The  Rifleman 

i  ) 

8:30 

Revlon 
P.  Lorillard 

You?? 

P&G 

Lever 
General  Foods 

Saints  & 
Sinners 

Bristol-Myers 
Brown  & 

Red  Skelton 

Sunday 
Night 

P&G 

Miles  Labs 

Williamson 
Colgate 

Hour 

Empire 

Going  My  ), 

Movie 

$115,000       v 

$45,000       sc 

$43,000        w 

$46,000       sc 

Warner- 
Lambert 
Philco 

Lincoln- 
Mercury 
Pepsi  Cola 

Best  Foods 
S.  C.  Johnson 

Amer.  Tobacco 
General  Mills 

Amer.  Tob«»I — 
Breck    i 

Real  McCoys 

Danny  Thomas 

Chrysler 

Sunbeam 

Lever  Bros. 

Chrysler 

Miles  La 

Participating 

Show 

Chesebrough- 

Union  Carbide 

Philip  Morris 

9:00 

American 

Tobacco 

Ralston-Purina 

Bonanza 

Stoney  Burke 

Alberto-Culver 
Bulova 

General  Foods 

Ponds 

H.  C.  Moores 
Warner- 
Lambert 

$50,000       sc 

Cons.  Cigar 
Lincoln- 
Mercury 

Pepsi  Cola 

$43,000       sc 

$93,000        dr 

$89,900      my 

$115,000       c 

$92,000        w 

$147,000*  * 

Gen.  Electric 

Chevrolet 

Andy  Griffith 

Price    Is 

Jack  Benny 

Our  Mai 

True 

Pharmacraft 

Show 

Right 

The 

Higgins 

9:30 

Gen.  Electric 

Schick 

General  Foods 

P.  Lorillard 

Whitehall 

Untouchables 

Am.  Chicle 

Armour 

Beecham 

Block  Drug 

Bristol-Myers 

Mobil  Oil 

State  Farm 
General  Foods 

Dick 
Powell 
Show 

Amer.  Tobac 
Pontiac    1 

$33,000"     ff 

$52,000       an 

$115,000      w 

$92,600        a 

$42,000       sc 

$27,000       au 

$70,000         c 

Reynolds 

Metal 
Amer.  Gas 

$50,500 

Voice   of 

Candid 

New  Loretta 

David 
Brinkley's 

Firestone 

Camera 

Young  Show 

Journal 

Plymouth 

Kimberly- 
Clark 

10:00 

Firestone 

Bristol-Myers 

Ben  Casey 

Lever 

PPG 

Sunbeam 
Whitehall 

Tire 

Lever 

Toni 

Douglas  Fir 

&  Rubber 
$45,000      mu 

$33,000       au 

Du  Pont 
Show  of  the 

Alberto-Culver 

Bristol-Myers 

Bulova 

$41,000       sc 

Plywood 
$30,500         n 

$76,000         a 

Garry  Moore 
Show 

$97,500       an 

Naked  Cit 

Howard  K. 

Week 

Lincoln- 
Mercury 

Bell  &  Howell 

Oldsmobile 

Participate    1 

Smith 

What's  My 

Du  Pont 

Noxzema 

Stump 

Close  Up 

S.  C.  Johnson 

Chet  Huntley 

10:30 

News  and 
Comment 

Line 

Pharmacraft 
Sunbeam 

The  Stars 

Bell  &  Howell 
$49,000        n 

R.  J.  Reynolds 

Reporting 

Kellogg 

P&G 

Ralston-Purina 

no  net  service 

alternate  with 

Mentholatum 

Nationwide 

J.  B.  Williams 

Sid  Caesar/ 

Insurance 

Edie  Adams 

$16,500         n 

$34,000       au 

$75,000       an 

$89,300      md 

$24,000       au 

Cons.  Cigar    c 

$105,000       v 

$19,800         n 

$93,300 

Prices  refer  to  average  cost  for  programs  only.     Tliese   aro   net  prices   (agency  commission   not   Included),     "Do   not   charge    for   rerun  e    pel    commercial    minute 

(program  and  time)  types   arc   indicated  as  follows:   (a)    Adventure,    (ac)    Anlnatcl    Comedy,    (in)    Anthology,    (an)    Audience  and    Quiz,    (c)    Comedy, 


40 


SPONSOR      •       3   SEPTEMBER    1%2 


Itf 


HIS 


for  the  fall  1962-63  season  with  average  net  costs  compared 


.! 


■■■■ 
FRIDAY 

CBS 


SDAY 

AB(fcBS  NBC 


' 


Reports 
cipating 


)00 


lie  G  ill  is 


tf| 


■•: 


soo 


olgate 


sc 


:  — Tleverly 

llbitlies 

ellogg 
Reynolds 


000 


sc 


The 

Van  Dyke 
Show 


P&G 
1000 


sc 


S.  Steel 
Hour 

S.  Steel 


uuu       an 

ternates 
]  with 

mstrong 
le  Theatre 

I  mstrong 
1  Cork 


an 


The  Virginian 

19 
Participating 
Advertisers 


$180,800      w 


Perry  Como's 

Kraft  Music 

Hall 

Kraft 


$110,000 


The  11th 
Hour 

Menley  & 

James 

Warner 

Lambert 

Sperry  Rand 

Texaco 

P&G 

Timex 

Chrysler 

Chesebrough- 
Ponds 

Amer.  Motors 


THURSDAY 

ABC  CBS  NBC 


Adventures  of 
Ozzie  & 
Harriet 

Am.  Dairy 
Plymouth 
Warner- 
Lambert 
$44,600       sc 


Donna  Reed 
Show 

Campbell  Soup 

National 

Biscuit  Co. 

$66,300*      sc 


Leave  It 
To  Beaver 


Participating 
advertisers 


My  Three 
Sons 

Chevrolet 
$59,600*      sc 


McHale's 
Navy 

R.  J.  Reynolds 
$62,500         c 


Alcoa 
Premiere 

Alcoa 


alternate  with 


Premiere 

Ed.  Dalton 
Polaroid 

.  J.  Reynolds 

Wander  Co. 
Armour 

Mobile  Oil 


Mister  Ed 
Studebaker 

$31,800*      sc 


Perry  Mason 
Participating 


$86,300      my 


The  Nurses 

Whitehall 

Johnson  & 

Johnson 

Brown  & 

Williamson 


$87,800        dr 


Alfred 
Hitchcock 

Participating 


$92,500      md  $90,000       an 


Wide 
Country 

Liggett  & 

Myers 

Texaco 

P&G 

Schick 

Frito 
Union  Carbide 
Bristol-Myers 
Chesebrough- 

Ponds 
Mentholatum 

Mennen 
Amer.  Motors 

$92,000        w 


Dr.  Kildare 

Alberto-Culver 
Colgate 
Singer 

Sterling  Drug 
Liggett  & 
Myers 
Warner- 
Lambert 


,000      md 


Hazel 


Ford 


$43,000       sc 


Andy  Williams 
Show 

Am.  Home 
Products 
Kimberly 

Clark 
Noxzema 
Liggett  & 

Myers 
Miles  Labs 

Polaroid 
Sperry  Rand 


$85,000       my  $90,000 


ABC 


NBC 


The 
Gallant  Men 

Participating 


$89,900 


Flintstones 

Best  Foods 

Ludens 

Am.  Motors 

Welch 

N.  Am.  Philips 

$79,000*      ac 


I'm  Dickens — 
He's  Fenster 

Cons.  Cigar 
P&G 

$55,000*      sc 


77  Sunset 
Strip 

Participating 


$93,800 


no  net  service 


Rawhide 

Participating 


$86,300        w 


Route  66 

Chevrolet 

Philip  Morris 

Sterling 


$95,000 


Fair 
Exchange 

Participating 


$80,000       sc 


Eyewitness 
Participating 


$25,000         n  $97,000 


International 
Showtime 

Miles  Labs 

7-Up 
Quaker  Oats 
Sperry  Rand 

Timex 
Am.  Motors 

PPG 
Mentholatum 


;no.ooo 


Sing  Along 
with  Mitch 


.  Ballantine 

J.  Reynolds 

Buick 


$102,300    mu 


Don't  Call  Me 
Charlie 

Scott  Paper 
B&W 

$43,500       sc 


Jack  Paar 
Show 

12 

Participating 
advertisers 


SATURDAY 

ABC  CBS  NBC 


Roy  Rogers- 
Dale  Evans 

Amer.  Chicle 
Bristol-Myers 

Bulova 
Carter  Prod. 
Dodge 
Goodyear 
Plymouth- 
Valiant 
U.  S.  Rubber 


$79,700 


Mr.  Smith 

Goes  To 

Washington 

Edward  Dalton 
R.  J.  Reynolds 
Norwich 

$47,000        sc 


Lawrence 
Welk 

Block  Drug 
J.  B.  Williams 

Whitehall 


$54,000      mu 


Fight  of  the 
Week 


Gillette 


$60,000       sp 


Saturday 
Sports  Final 

sp 


Jackie 
Gleason's 
American 

Scene 
Magazine 

Participating 


$94,300 


Defenders 

Speidel 

Lever 

All  State 

B&W 


$86,000        dr 


Have  Gun 
Will  Travel 

Amer.  Tobacco 
Whitehall 

$50,000        w 


Gunsmoke 

P&G,  General 
Foods,  J&J. 

Alberto-Culver 
Gen.  Foods 


$93,900        w 


Sam    Benedict 

14 
Participating 
Advertisers 


$92,000 


Joey  Bishop 
Show 


P.  Lorillard 
P&G 

$41,000       sc 


Saturday 

Night  at 

the  Movies 

19 
Participating 
Advertisers 


$34,000**     fl 


•dr)    Dr-  Documented    and    News.    ((Tl    Feature    Film.     (1)     Interviews,     (md)     Medical  Drama,    imui    "  '  pease,    In!    Vc 

Variety,   (w)  Western. 


Situation   Comedy. 


SPONSOR   •   3  SEPTEMBER  1962 


41 


NEWSPAPERS  FLUNK  IN  TEXAS 


^    Corpus  Christi  station,  sick  of  goofy-type  research 
by  competitors,  pulls  off  a  "newspaper  coincidental" 

^    KUNO  survey  shows  only  3%  of  subscribers  reading 
newspaper  when  called;   ad  ignorance  called  "awful" 


I 


f  \  ou  re  a  reasonable-minded  guy 
who  believes  that  turn  about  is  fair 
play,  then  listen  to  this  research  yarn. 

Five  weeks  ago  in  our  issue  of  30 
July,  SPONSOR  ran  a  story  entitled 
"Newspaper  Research  Gets  Goofier." 
In  it  we  commented  sardonically  on 
some  of  the  free-swinging  surveys 
which  hard-pressed  newspaper  pub- 
lishers were  perpetrating  on  an  un- 


suspecting world  in   their   frantic  ef- 
forts to  snare  radio/tv  ad  dollars. 

We  particularly  singled  out  a  bro- 
chure by  a  Manitowoc,  Wisconsin 
newspaper  group  which  used  FCC 
Chairman  Minow's  much-disputed 
radio  listening  figures  in  an  effort  to 
crucify  radio,  and  an  elaborate  series 
of  "studies"  by  Richmond,  Virginia 
newspapers,    aimed    at   down-playing 


the  air  media  listenership. 

In  connection  with  the  latter,  we 
said  "apparently  the  Richmond  pa- 
pers see  nothing  either  wrong  or  dis- 
honest in  such  comparisons.  Xor  ap- 
parently has  it  occured  to  them  that 
if  you  are  going  to  measure  the  air 
media  with  telephone  coincidentals, 
you  ought  to  measure  newspapers  in 
the  same  way.  "Hello,  are  you  read- 
ing your  newspaper  right  now?" 
Otherwise  it's  the  old  apple-orange 
bit. 

Well,  we  said  that  pretty  much  in 
jest,  simply  as  a  way  of  poking  fun  at 
the  absurdly  fast  and  loose  research 
methods  which  newspapers  are  now 
employing.  Our  remarks  didn't  par- 
ticularly  please    Alan    S.    Donnahoe, 


Read  'em  and  weep:  the  horrible  truth  about  newspapers! 


1.     Do  you  take  either  the  Corpus 
Christi  Caller  or  the  Times?  .  .  . 


yes  55°6    HO     45% 


Of  those  who  said  yes 


2.  Are  7011  reading  the  paper  right  now? 


no  97% 


3.  Can  7011  identify  any  ad  on  Page  5  *        NO     vJu.O  /O 


'Respondent  given  choice  of  page  5  any  section. 


42 


SPONSOR 


3    SEI'TFMRER     1062 


SURVEY 


eve.  v.p.  of  tlic  Richmond  Times-Dis- 
patch and  Richmond  Vetus  Leader 
who  sent  us  a  fier)  blast  I  reproduced 
in  lull  in  our  L3  August  issue)  w  ilh 
B  copj  to  the  Hon.  Newton  N.  Minow. 

I  he  article  also  brought  a  wonder- 
ful letter  from  Sterling  Zimmerman 
v.p.  and  gen.  tngr.  K!  NO  Corpus 
Christi.  KINO  hail  in  fact  done  just 
Buch  a  newspaper  "coincidental"  as 
we  suggested. 

Sterling  writes.  "I  am  enclosing 
two  copies  of  sin \ t\ s  done  b)  the 
t  orpus  Christi  Caller-Times,  entitled 
"Households  Reached  l>\  Radio  and 
ft  in  (  oi  pug  Christi.""  These  have 
been  coming  out  on  an  average  of 
each  quarter  for  the  past  two  \ears. 

"In  an  effort  to  combal  this,  and 
at  the  same  time  show  how  ridiculous 
tin-  research  was.  we  produced  a 
newspaper  survej  and  it  has  a  far- 
reaching  effect  in  the  market  in  point- 
ing up  the  ridiculous  and  false  studies 
done  by  once  recognized  truthful 
media  people." 

Kl  NO  completed  643  telephone 
calls  between  9  a.m.  and  5  p.m.  Mon- 
day through  Friday.  On  all  calls. 
identical  short  questions  were  asked. 
"Do  you  take  either  the  Corpus 
Christi  Caller  or  the  Times?''  If  yes. 
"Are  you  reading  the  paper  right 
now  ?  and  "Can  you  identify  any  ad 
on  page  five?"  I  For  results  see  box) 

And  just  for  fun,  you  might  con- 
sider this  comparison.  ()nl\  .'*.',  of 
those  called  were  reading  new -papers. 
But  more  than  eight  limes  as  mam 
people  uere  listening  to  radio  and 
watching  tv  in  Corpus  Christi.  accord- 
ing to  the  Corpus  Christi  newspapers 
own  coincidental  surrey' 

Or  consider  this  little  gem.  Ac- 
cording to  the  newspaper-"  research- 
er-, fully  19%  of  those  who  were 
dewing  t\  when  the  coincidental  was 
taken,  were  aide  to  identify  either  the 
product  or  advertisers  sponsoring  the 
program.  But  in  the  new-paper  co- 
incidental, less  than  2%  of  subscrib- 
ers were  able  to  remeniher  any  page 
5  ad! 

In  other  words,  the  print  boys  bet- 
ter he  careful  when  they  start  mon- 
keying around  with  research.        ^ 


RECENT  peacetime  war  game  maneuvers  in  Carolines  gave  Audrey  Hunt  of  WIS  radio,  Colum- 
bia, S.  C.   chance   to   play   "Axis   Sally."     She  told   them   to   "lay  down   arms,"   visit   capital   city 


AUDREY   DOES   A  TAKEOFF 
ON   WAR'S  AXIS   SALLY 


A%udrey  Hunt,  "the  gal  on  the  go" 
at  \\  IS.  Columbia,  S.C.  journeved  to 
\ew  "\  ork  recently  to  relate  her  "war- 
time" experiences  over  NBC  Monitor 
and  Today. 

Miss  Hunt  told  how  she  did  a  take- 
off on  "Tokyo  Rose"  and  "Axis 
Sally'"  when  the  Armed  Forces  per- 
sonnel involving  some  70.000  soldiers 
partook  in  Operation  "Swift  Strike" 
war  games  between  two  "nations'"  in 
North  Carolina  and   South  Carolina. 

Appearing  earlv  this  month  on 
W  IS  four  times  daily.  Miss  Hunt  had 
urged  "enemy"  troops  to  "lay  down 
their  arms"  and  to  "surrender"  to 
the  manifold  charms  of  Columbia. 
She  cited  such  cultural  blandishments 
as  the  city's  museum,  swimming  pools 
and  lakes  and  the  air-conditioned 
I  N<)  headquarter-.  "Win  >ta\  out 
there  on  the  battlefield  with  all  the 
mosquitoes  and  mud  when  you  can  be 
out  here  enjoying  the  charms  of  this 
ho-pitahle  eit\ ."'  Mi--  Hunt  cooed  at 
"enemy"  troops. 

Working  in  cooperation  with  the 
Columbia  Chamber  of  Commerce,  the 
stunt    proved    an    enormous    success. 


Both  i  it\  officials  and  army  public  re- 
lations officers  deemed  Miss  Hunt's 
performance  a  meritorious  one. 

Miss  Hunt  said  she  received  numer- 
ous invitations  to  attend  squadron 
parties  and  to  eat  with  the  troops  in 
the  field  as  a  result  of  her  "Tokyo 
Rose"'  and  "Axis  Sally"  spoof. 

When  Miss  Hunt  is  not  portraying 
a  "sabotaging  siren,"  she  is  the  sta- 
tion- olhcial  uiil  commentator  appear- 
ing on  the  air  daily  with  vignettes 
and  observations  on  local  milters. 
She  is  also  a  staff  copywriter  and  pro- 
duction executive.  WIS  is  a  Peters, 
Griffin,  Woodward  represented  sta- 
tion. 

Idea  for  "  \udrey  and  Operation 
Swift  Strike"  began  with  Charles 
Hyatt,  former  New  York  banker,  now 
with  First  National  Bank.  Columbia, 
S.C.  and  member  of  the  Chamber  of 
Commerce  \ruieil  Force-  Committee. 
It  came  into  full  bloom  with  the  co- 
operation of  Frank  Harden,  manag- 
ing director.  W  IS  radio,  and  program 
director     John     W  i  isle) .     aided     and 

abetted  bj  Audrey  Hunt,  the  station 
personality.  ^ 


SPONSOR 


3    SEPTEMBER    1962 


13 


SPOT  TV  SPENDING— UP  AGAIN 


^    Second  quarter  spot  tv  dollars  are   17%  ahead  of 
last  year,  giving  the  medium  a  steady  gain.  TvB  reports 

^    Automotives  and  soft  drinks  provide  momentum; 
Alberto-Culver,  Shell  Oil,   General  Foods  hike  billings 


^^11  the  heels  of  its  announcement 
last  week  that  television  billings 
made  record  advances  in  the  first 
six  months  this  year,  Television  Bu- 
reau of  Advertising  reported  today 
(3  September)  that  spot  tv  was  up 
17%  in  the  second  quarter.  Total 
billings  for  the  quarter  were  $189,- 
433,000,  compared  with  $160,599,000 
in  the  second  quarter  of  1961. 

The  second  quarter  breakdown 
shows  significant  development  in 
these  areas: 

•  Early  evening  benefited  more 
than  any  other  time  period  from  the 
spot  rise,  while  prime  night  was 
dnwn  l  see  chart  below). 


•  Announcements  gained  more 
billing  than  any  other  type  of  com- 
mercial activity.  I.D.s  continued  a 
slackening  trend. 

•  Several  product  categories  reg- 
istered important  increases  for  the 
quarter.  Among  them:  automotives, 
up  63%;  confections  and  soft  drinks, 
up  40%;  consumer  services,  up 
40% ;  household  paper  products,  up 
94%;  pet  products,  up  41%;  and 
sporting  goods,  bicycles,  tovs,  up 
1  !<'!'  i    i  see  chart  next  page). 

Activity  was  up  among  several  spot 
advertisers  during  the  second  quar- 
ter. Here  are  those  making  the  most 
important  gains: 


Alberto-Culver  upped  billings  from 
$1,185,000  to  $2,796,000. 

Campbell  Soup  rose  from  S487.700 
to  $1,325,000. 

Chr\  sler  Corp.  increased  spot 
spending  from  $98,300  to  s;(,L.<)00. 

General  Foods  hiked  billings  sub- 
stantially, from  $3,527,200  to  $6,- 
766,700,  and  was  the  second  largest 
advertiser. 

General  Mills  increased  its  spot  tv 
spending  from  $935,400  to  $2,405,- 
200. 

Kimberly-Clark  spendings  in  spot 
increased  $31,300  to  $554,300. 

Liggett  &  Mvers  Tobacco  went 
from  billings  of  S322.600  to  $1,318,- 
600. 

P.  Lorillard  billings  were  up  from 
$2,2 12.600  to  $3,766,300. 

Texaco  jumped  in  billings  from 
s2(  1.900  to  $838,000. 

\\  illiam  W  rigley.  Jr..  spendings 
rose  from  $2,700,700  to  $3,888,900. 

Procter  &  Gamble  again  emerged 


Early  evening,  announcements  gain  the  most  from  spot  rise 

SECOND  QUARTER  1962  SECOND  QUARTER  1961 


Time   of   day 


TOTAL 


SECOND  QUARTER  1962 

Amount  Percent 


$189,433,000 


100.0 


SECOND  QUARTER  1961 

Amount  Percent 


Day 

$  45,213,000 

23.9 

$  40,111,000 

25.0 

Early  evening 

44,794,000 

23.6 

34,773,000 

21.7 

Prime  night 

58,887,000 

31.1 

52,170,000 

32.5 

Late  night 

40,539,000 

21.4 

33,545,000 

20.8 

TOTAL 

Type  of  activity 

$189,433,000 

100.0 

$160,599,000 

100.0 

Announcements 

$153,753,000 

81.2 

$121,831,000 

75.9 

I.D.s 

15,816,000 

8.3 

18,996,000 

11.8 

Programs 

19,864,000 

10.5 

19,772,000 

12.3 

$160,599,000 


100.0 


Source:  TvB  Roi  Bl  i 

COMPARISON   of  the   current  second   quarter  with  the   same   period    1961    reveals  that  the   largest   increase   in   time   of   day    is   the    use   of  early 

evening  tv,  from  21.7%  to  23.6%.  Prime  time  activity  dropped  slightly.  Announcements  gained   5.3%  in  billings,   while   I.D.s  and   programs  slipped 


44 


SPONSOR      •      3    SEPTEMBER    1962 


Changes  in  spending  by  product   group   in   second   quarter 


Sporting  goods,  bicycles,  toys 
Stationery,  office  equipment 
Tv,  radio,  phonograph 


Tobacco  products  &  supplies 
Transportation  &  travel 
Watches,  jewelry,  cameras 
Miscellaneous 


ource:  ts  it  H.,i..iuu_ 


586,000 


67,000 


36,000 


8.316,000 


1,338,000 


725,000 


1,977,000 


$160,599,000 


i  Product  category 

Second 
quarter  1961 

Second 
quarter  1962 

Change 

Agriculture 

$        376,000 

$        230,000 

38.8 

Ale,  beer  &  wine 

14,788,000 

16,102.000 

+      8.9 

Amusements,  entertainment 

425,000 

619,000 

+   45.6 

Automotive 

4.555,000 

7,427,000 

+    63.1 

Building  material 

742,000 

957,000 

+    29.0 

Clothing,  furnishings,  accessories 

3,074,000 

2,711,000 

-    11.8 

Confections  &  soft  drinks 

9,721,000 

14.199.000 

+   46.1 

Consumer  services 

5.006  000 

6,992,000 

+    39.7 

Cosmetics  &  toiletries 

16,703,000 

18,929,000 

+    13.3 

Dental  products 

4,330,000 

4,385,000 

+      1.3 

Drug  products 

7,146.000 

8,495.000 

+ 

18.9 

Food  &  grocery  products 

44,392,000 

48,569,000 

+ 

9.4 

Garden  supplies  &  equipment 

408,000 

456.000 

+ 

11.8 

Gasoline  &  lubricants 

6.858,000 

8,879,000 

+ 

29.5 

Hotels,  resorts,  restaurants 

157,000 

169,000 

+ 

7.6 

Household  cleaners 

8,639,000 

8.977.000 

+ 

3.9 

Household  equipment 

839,000 

1.072,000 

+ 

27.8 

Household  furnishings 

559,000 

589,000 

+ 

54 

Household  laundry  products 

12,971,000 

14,562,000 

+ 

12.3 

Household  paper  products 

1,492,000 

2.883,000 

+ 

93.2 

Household,  general 

1,697,000 

2,235,000 

+ 

31.7 

Notions 

83.000 

78000 

+ 

6.0 

Pet  products 

2,038,000 

2.871,000 

40.9 

Publications 

555.000 

283,000 

- 

49.0 

1,454.000 


5,000 


43.000 


9.006.000 

1,712.000 


918,000 


3.626000 


$189,433,000 


+    148.1 


-   92.5 


+    19.4 


+      8.3 


+    28.0 


+    26.6 


+   83.4 


SPENDING  was  up  in  the  second  quarter  in  several  key  product  categories,  says  TvB.    Greatest  increases  were  noted  in  automotives   (up  63%) 
confections,    soft    drinks    (46%),    consumer    services    (40%),    household    paper    (93%),   pet   products    (41%),    and   sporting    goods,    toys    (148% 


the  t"|>  spot  advertiser  with  billings 
t    115,444,600   in   the   second   quar- 
ter.   General  Foods  was  second  with 
56,766,700. 

Seven  spot  tv  advertisers  broke  in- 


SPOVmik 


3    SEPTEMBER    1962 


to  the  rank-  of  the  top  100   for  the 
first  time:     Armstrong   Cork.  $917,- 
500:    Brillo    Manufacturing,    HI'.. 
LOO;     Foremost    Dairie-.    (580,400; 
Laddie   Bov   Do?    Food-.    1530,800; 


Royal    Crown    Cola  bottlers,    14,96,- 
500:  Standard  Oil  (Ohio),  $420,900. 

The  second  quarter  data,  compiled 
for  Tvl»  bj  \.  C.  Rorabaugh  Co.,  was 

based  on  data  from    153  -t.iti.m-.   ^ 


15 


*f"  "T    "I 


Registered  calls 


SINCE  JAN.  '60 


'Hall  of  Famer" 
PIE  TRAYNOR 

KQV  SPORTS  DIRECTOR 


re  amazing  DIAL-A-SCORE  reco 


This  adds  up  to  an  amazing  continuous 
average  of  almost  50,000  calls  every  single 
week  for  the  past  two  and  one-half  years  —  a 
testimonial  of  pulling  power  unmatched,  to 
our  knowledge,  in  the  annals  of  radio. 

Each  of  these  was  an  individual  tele- 
phone call  to  the  station  in  response  to  sug- 
gestions from  baseball's  "Hall  of  Fame" 
Pie  Traynor  and  his  sports  staff  that  a  phone 
call  to  KQV  would  bring  specific  information 
on  the  sports  of  the  day. 

A  station  able  to  produce  this  positive 
evidence  of  audience  response  is  the  best 
guarantee  we  know  of  its  value  to  a  product. 


Actually  the  meter  count  was  6,632,278 
as  we  went  to  press. 

Your  East/man  has  the  complete  story; 
the  actual  facts,  figures  and  growth  patterns 
of  this  listener  interest  and  he  can  show  you 
many  ways  to  make  it  work  for  almost  every- 
thing you  have  to  sell.  Contact  him  today. 


represented  by:  (E?yZ\)  robert  e.  eastman  &  co.,  inc. 


Owned   by  American   Broadcasting  Company 


46 


J^       PITTSBURGH 
RADIO     14 

SPONSOR      •      3    SEPTEMBER    1962 


Media  people: 

what  they  are  doing 

and  saying 


TIMEBUYER'S 
CORNER 


Agenc}  blood  must  be  thicker  than  theatrical  water.  \  prime 
example:  Carl  (Bud)  kloss"  recent  return  l<>  liis  old  stamping  grounds 
at  Young  &  Rubicam  after  a  two-year  venture  in  theatrical  producing 
with  Martin  Tosi  Associates.  Bud,  who  gol  his  starl  (at  something  like 
>0  per  week)  in  advertising  via  Y&R's  mail  room  -nine  10  years 
back,  was  working  in  the  auencx's  radio/tv  | >i  < <<I u<  t i< >n  department  as  a 
top  echelon  producer  when  he  decided  to  cut  loose  and  give  his  all  to 
producing  road  shows.  He's  hack  now  as  radio  h  supervisor  on  the 
Johnson  &  Johnson  account. 


QUAFFING  a  toast  to  new  affiliation  with  Paul  Gumbinner  (second  from  r)  are  new 
additions  to  Gumbinner  radio  tv  department  (see  item  below).  (L-r):  Bertrand  Lanchner, 
Elmer    Jaspan    and    Jim    Neville.     Lanchner    and    Neville    are    both    from    D-F-S    agency 

Elmer  Jaspan,  whom  we  reported  last  week  as  having  resigned  from 
Bauer-Tripp,  Philadelphia,  lias  joined  Lawrence  C.  Gumbinner,  New  \  ork, 
as  v.p.  and  associate  director  of  the  agency's  radio/tv  department — a 
newly  created  post  \t  the  same  time.  Gunbinner  wooed  awaj  two  staffers 
from  Dancer-Fitzgerald-Sample  and  added  them  to  its  expanding  radio  t\ 
department.  The  newscomers:  Bertrand  Lanchner.  whose  new  job  is 
director  of  departmental  business  affairs;  and  James  J.  Neville,  who 
will  lie  in  charge  of  arrangements  for  sports  broadcasts. 

Mort  Reiner,  who  supervised  the  broadcast  buying  of  such  accounts 
as  Westclox,  Endicott  Johnson,  Taylor-Reed.  Stahl-Mayer,  at  Hick-  & 
Greist.  quit  the  agency  last  week  for  Public  Affairs  Projects.  Inc.,  where 
he  will  lie  handling  the  New   York  State  Democratic  politicals. 

[Please  turn  to  pas:e  1-8) 


Are  women  better  letter- 
writers  than  men?  My  wife  in- 
sists they  are  (alright,  so  she 
does  do  the  honors  when  it 
comes  to  thanking  my  Aunt 
Mabel  for  the  home-made  jelly 
every  Christmas),  but  I'm  not 
at  all  sure  men  aren't  just  as 
articulate.  Take  the  letters  we 
get  at  WEZE  —  they  come 
from  all  over  New  England, 
and  I'd  say  at  least  half  of 
them  are  from  men.  As  a  mat- 
ter of  fact,  our  more  or  less 
equal  division  between  male 
and  female  listeners  is  one  of 
the  few  conclusions  I've  been 
able  to  come  to  regarding 
WEZE's  audience,  and  I  can't 
give  any  scholarly  statistics 
such  as,  "The  WEZE  listener  is 
46  years  old,  slightly  over- 
weight, brown-haired,  and  has 
2V2  sons  in  college." 

The  truth  is  that  WEZE's 
audience  is  made  up  of 
doctors  and  dressmakers, 
housewives  and  haberdashers, 
lawyers  and  lumbermen,  and 
you-name-it.  All  they  have  in 
common  is  a  great  liking  for 
our  Wonderful  World  of  Music 
and  a  nice,  solid  amount  of 
regular  spending  money.  I 
know  about  the  former,  be- 
cause that's  what  they  write 
to  me  about,  and  I  know  about 
the  latter  because  our  spon- 
sors' sales  keep  going  up.  All 
in  all,  it  makes  a  nice  combi- 
nation, don't  you  think?  Call 
me  at  Liberty  2-1717  in  Bos- 
ton, or  contact  your  nearest 
Robert  E.  Eastman  represen- 
tative and  find  out  how  profit- 
ably your  clients  could  use  it. 

Sincerely. 

Arthur  E.  HaleyV 
General  Manager 


SPONSOR 


3    SEPTEMBER    1962 


t: 


WMT  is  giving 
away  $35,000 
in  cash  and 
merchandise. 


To  be  eligible, 
move  to  Eastern 
Iowa.   If  already 
here,    listen. 


WMT 

A  prize  station 

if  tltere  ever  was  one. 


IN  ALBANY 
SCHENECTADY 
AND   TROY  .  .  . 


WRGB 


AGAIN 


■5fr 


Average 

quarter-hour  homes 

reached 

WRGB 

B 

C 

9   a.m. 

to 
Midnight 

60,900 

36.600 

28,500 

*Morch,    1962,  ARB  Market  Report 


K 


:   KATZ  AGENCY,  inc. 

National  Representatives 


TIMEBUYER'S 
CORNER 


(Continued  from  page 


" 


The   calendar   may   not   agree   but   it's   still   vacation   time   for 

Morse  International's  Orrin  Christy  who  is  spending  the  entire  month 
in  Europe;  Compton's  Joe  Burbeck,  yacht  racing  in  Portugal  for  three- 
and-a-half  weeks;  and  Swan  &  Mason's  Olga  Candell  who  is  taking  time 
off  from  her  Oral  Roberts  radio  buying  chores  to  tour  France.  Olga  has 
just  graduated  from  the  Art  School  of  Cooper  Union,  New  York.  Also 
vacationing  is  Gumbinner's  Paul  Gumbinner  who,  accompanied  by  his 
wife,  departs  this  week  on  the  first  lap  of  a  lengthy  tour  of  the  Far  West 

On  the  other  hand,  vacation  time  is  just  a  fond  memory  and  a 
few  photos  now  for  K&E's  Lucy  Kerwin;  McManus,  John  &  Adams' 
Martha  Panella:  and  BBDO's  Marv  Shapiro. 

Oops,  is  our  face  red  dept. :  Our  well  meaning  (but  obviously  not 
very  discerning  I  spy  who  supplied  us  with  the  news  that  Vince  DePierro 


DURING  one  of  a  series  of  boat  trips  around  Manhattan  Island,  sponsored  by  KHJ-TV, 
L.A.,  four  Street  &  Finney  buyers  (l-r)  Sandy  Floyd,  Helen  Thomas,  Dorothy  Barnett  and 
Eleanore    Scanlon,    listen   to    KHJ-TV's    Mai    Klein    explain    station's   new   fall    programing 

was  still  captaining  Y&R's  Softball  team,  the  Media  Misfits  {Timebuyer's 
Corner,  13  August  I  reported  the  Misfits  as  an  all-girls'  team.  We  have 
-ince  learned.  \  ia  ^  Mi  -  correction  dept.:  "The  Media  Misfits  are  men 
all  men — and  then  some!"'  We  apologize  for  the  unmanly  error  and 
timidly  offer  the  suggestion  thai  perhaps  future  such  oversights  could  he 
avoided  if  the  team  changed  its  tag  instead  to  Media  Misterfits. 

Well  enough  now  to  face  up  to  fall  buying  plans,  etc..  is  J. 
\\  alter  Thompson's  Ruth  Jones  after  a  recent  surgical  session  at  St. 
Luke's  hospital.  Also  back  in  the  New  York  timebuying  arena  is  Comp- 
ton's  Herb  Blitzstein,  who  spent  two  weeks  in  the  I  .  S.   \nm  Reserves. 

Can't  help  wondering:  How  many  sibling  timebuyers  there  are 
currcniK  in  action  around  the  business  these  days.  One  example:  the 
Pfaff  brothers.  Hud.  who  is  with  Richard  K.  Manoff  (Gulden's  Mus- 
tard. Humble  Bee)  and  Frank  who  buys  for  American  ("hide  at  Kenyon 
^\  Eckhardt.    Both  work  out  of  Yew  ^  ork  (  it\.  ^ 


48 


SPONSOR 


3  -I  PTEMBEB  1962 


RADIO  RESULTS 


Capsule  case  histories  of  successful 
local  and  regional  radio  campaigns 


AUTOMOBILES 

SPONSOR:  Bell  Oldsmobile  \CKNi  "i  :   Direct 

Capsule  case  history:  Bell  Oldsmobile  is  a  large  new  cai 

agency   in  Revere,  Mass.,  .1  rather  large  suburb  "1   Boston. 


\.  David  Freedland,  the  general  manager  of  the  automobile  solid 
sales  agenc)  is  a  sophisticated  advertiser;  he  has  used  a 
number  of  different  media  to  promote  his  company.  Never- 
theless he  was  surprised  at  the  tremendous  sales  power  of 
radio  in  this  case  a  special  remote  emanating  from  his 
showroom  over  the  facilities  of  WMI.V  "Hundreds  of 
adults  visited  our  showroom  the  night  of  the  \\  \1K\  broad- 

ast,"  Freedland  -aid.  "A  large  percentage  of  the  sales 
made  were  traceable  to  this  remote  broadcast."  Freedland 
went  on  to  sa\  that  people  actualK  walked  into  hi-  sales 
office  and  said,  "WMI'A  sent  me!'"  He  also  was  able  to 
trace  the  sale  of  several  vehicles  directly  to  the  radio  re- 
mote broadcast.  "Bell  Olds  is  completely  sold  on  radio/' 
Freedland  added.  "We've  learned  the  hard  wa\  that  out- 
standing personalities  will  sell  automobiles." 

WMIA.  Boston  Announcements 


FOOD  PRODUCT 

SPONSOR:  Nut  Brown  Syrup  \M.\<  'i  :  Henr)  Senne,  <  lii<-ago 

Capsule  case  history:  Illinois  I  ood  Products,  makei  ol 
N ut  Brown  Syrup,  learned  earlier  this  year  tli.it  it  takes  .1 
olid  two-week  radio  campaign  phi-  an  effective  price  gim- 
mick to  I. ring  about  a  virtual  -ell-out  in  introducing  an  un- 
known table  syrup.  Tin-  happened  when  Nut  Brown  Syrup 
bought  a  two-week  schedule  of  '■()  second  announcements  on 
only  one  radio  station,  ki  \\  .  <  leveland.  The  -pot-  advised 
listeners  that  during  the  introductory  period  the)  could 
purchase  one  bottle  of  the  syrup  at  regular  price  and  a 
second  bottle  for  an  additional  penny.  Most  -tore-  reported 
the)  were  out  of  the  syrup  half-way  through  the  campaign 
and  more  than  72.001)  bottle-  were  -old  in  the  first  week. 
This  left  the  food  broker  short  <>f  suppl)  and  promotion  was 
forced  to  come  to  halt  for  two  week-  while  stock  was  replen- 
ished. In  the  meantime,  distribution  was  extended  I"  six 
additional  food  chains  plus  many  independent-  a-  a  result 
of  tlie  radio  generated  consumer  demand. 
KYW.  (  leveland  Announcements 


INSURANCE 

SPONSOR:  State-wide  Insurance  AGENCY:    Atlantic  Bernstein 

Capsule  case  history:  What  better  \va\  to  advertise  auto- 
mobile insurance  than  to  use  the  onh  medium  which  reaches 
cat  owners  as  the)  drivi — radio.  And  what  better  way  to 
-ell  ear  owners  than  with  the  sales  personalities  of  a  pop- 
ular music  station.  In  this  case  it  was  \V  \R('.  New  York. 
State-Wide  Insurance,  following  this  logic,  called  upon  four 
-1  \\  \r>C-  top  personalities.  The  compan)  1  Philip  1). 
Ibid  and  Joseph  Telchin)  and  their  agenc)  (Irving  ("dick 
oi  Atlantic  Bernstein  Associates)  called  a  meeting  of  these 
well-known  personalities  and  sold  them  on  the  merits  of 
Nate-W  ide  Insurance.  From  then  on.  tlte  personalities  were 
on  their  own.  0nl\  sketchy  fact  sheets  were  provided.  The 
radio  personalitie-  were  sold  and  the)  in  turn  -old  their 
listeners—  each  in  his  own  way.  Since  0  July,  starting  date 
of  the  State-Wide  schedule  on  WABC  radio,  results  have 
been  such  that  the  company  felt  obliged  to  state  that:  "We 
are  simpl)  delighted." 
W  VHC.  New   'Wk  Announcements 


DEPARTMENT  STORE 

SPONSOR:     F.lkrwnn.l     (    ..UIlttN      Mulr  M.l\(     V      1  >ll  ..t 

Capsule  case  history:  The  Lakewood  Countr)  Store,  lo- 
cated in  Lakewood  Outer  ju-t  south  of  Tacoma.  Washing- 
ton, has  been  in  business  for  over  22  years,  and  i-  ju-t  fin- 
ishing its  first  \ear  as  a  consistent  radio  ad\ertiser.  \  ma- 
jor portion  of  its  budget  has  been  -pent  with  radio  station 
K\K).  Tacoma.  To  test  tin'  effectiveness  of  its  radio  adver- 
tising, the  store  ran  a  campaign  during  tin1  three  weeks  prior 
to  Father's  Day.  concentrating  on  the  hardware  and  sport- 
ing goods  departments.  k\IO  was  unaware  that  the  cam- 
paign  was  a   test.     Item-   advertised   included   fishing    I ts, 

compasses,  lite  lite-  and  unusual  items.  For  the  three-week 
period,  the  hardware  and  -porting  goods  departments  were 
up  130^5  over  the  same  period  in  100l.  Hie  Saturda\  be- 
fore Father's  Da)  was  the  best  in  the  -tore"-  history.  KMO 
was  the  onls  medium  used  to  promote  the  department,  and 
received  full  credit  for  the  success  of  the  -ale.  It  subse- 
quently increased  its  budget  on  the  station. 

KMO,  Tacoma  \nnmmt-fments 


SPONSOR 


3   SEPTEMBER    1962 


1" 


TV  TERRITORIES 

(Continued  from  page  30) 

nal  reaches  out  much  further  than 
certain  other  local  advertising  media 
such  as  newspapers  and  magazines," 
Max  Tend  rich,  executive  v.p.,  Weiss 
and  Geller,  told  SPONSOR.  "For  ex- 
ample—  a  Philadelphia  tv  station 
reaches  to  the  borders  of  Harrisburg 
on  the  west,  to  Wilkes  Barre  in  the 
north,  to  Atlantic  City  on  the  east, 
and  to  the  state  of  Delaware  on  the 
south.  The  Miami  tv  station  signal, 
in  topography  where  there  are  no 
hills  or  mountains,  can  go  to  the  west 
coast  of  Florida.  The  fact  that  the  tv 
signal  can  he  seen  in  a  radius  of  50 
to  75  miles  surrounding  the  antenna 
of  the  station  means  that  our  client's 
advertising  can  be  merchandised  by 
sales  people  in  the  greater  area." 

Tendrich  observed  that  while 
many  of  the  areas  in  the  outer  ex- 
tremities may  have  their  own  local 
newspapers,  the  tv  signal  from  the 
center  city  is  effective  in  these  areas 
— while  newspaper  coverage  from  the 
center  city  may  not  be.  "This  means 
that  distributor  salesmen  cover  the 
outer  extremities  and  pick  up  addi- 
tional distribution  because  business 
will  be  generated  by  the  tv  signal.  In 
this  way  tv  advertising  has  encour- 
aged development  of  areas  through 
its  power  of  coverage  as  well  as  its 
power  of  attracting  attention  to  a 
product  that  ordinarily  may  not  have 
been  covered." 

The  current  Proctor-Silex  tv  cam- 
paign opens  10  Sept.  with  a  12-week 
schedule  of  program  sponsorship  on 
NBC  TV.  The  fall  lineup  of  five  day- 
time programs  on  56  stations  is  lo- 
cated in  areas  which  offer  coverage 
of  approximately  75%  of  the  total 
appliance  market.  In  addition,  be- 
ginning 1  Oct..  Proctor-Silex  will 
have  full  NBC  network  coverage  on 
the  new  Merv  Griffin  Show. 

Commenting  on  the  re-alignment 
of  sales  territories  to  conform  with 
tv  exposure  patterns,  Joseph  Chira, 
v.p.  and  account  group  supervisor, 
Mogul  Williams  &  Savior,  told  SPON- 
SOR that  this  was  an  especially  no- 
ticeable trend  in  the  cosmetics  and 
toiletries  field  where  tv  is  generally 
the  prime  advertising  medium. 

"In  this  situation,  the  net  effect  is 
an  ideal  marriage  of  advertising 
reach  and  effectiveness,  on  the  one 
hand,  and  distribution  on  the  other," 
Chira    declared.     "Hcina    one   of   the 


newest  companies  in  this  competitive 
field,  our  client.  Maradel  Products, 
is  utilizing  tv  as  the  principal  selling 
and  promotional  tool  for  its  sales 
force." 

Chira  explained  that  first  the  com- 
pany selects  its  best  sales  prospects. 
Then,  the  advertising  is  planned  to 
reach  these  prospects  most  efficiently. 
With  tv  as  the  prime  medium,  the 
company  attempts  to  maximize  its 
effectiveness  by  setting  up  its  sales 
territories  to  conform  with  the  tv 
exposure  patterns. 

"In  situations  where  tv  is  the 
dominant  medium,  the  re-alignment 
of  sales  territories  in  this  fashion  is 
perhaps  the  only  way  that  maximum 
exposure  of  the  products  can  be  in- 
terlocked with  the  heaviest  advertis- 
ing pressure  being  applied  in  spe- 
cific markets,"  Chira  added.  "The 
influence  of  tv  coverage  on  the  over- 
all marketing-advertising  mix  is  get- 
ting stronger  all  the  time.  For  in- 
stance, as  soon  as  we  buy  a  spot  or 
participating  network  minute  for 
Maradel.  the  client  directs  its  sales 
force  to  cover  the  territory  involved 
well  before  the  schedule  begins.  This, 
in  effect,  is  what  we  mean  by  maxi- 
mizing tv's  effectiveness.  And  it's  a 
trend  that  should  continue  to  gain 
headway  as  long  as  tv  plays  a  major 
role  in  the  overall  marketing  plan." 

Elaborating  on  the  subject  of  sales 
districts  following  tv  patterns,  Ed- 
gar J.  Scherick,  ABC  v.p.  in  charge 
of  tv  network  sales,  said  that  it  must 
be  expected  that  sales  regions  will 
follow  the  normal  distribution  of 
advertising  by  major  media. 

"The  most  important  medium  in 
the  last  decade  has  been  tv.  and  it  is 
only  natural  that  delineation  of  ad- 
vertising and  sales  regions  would  fol- 
low coverage  patterns  of  tv."  Scher- 
ick told  sponsor.  "Normal  geo- 
graphic lines  are  in  some  cases  ob- 
literated In  coverage  patterns  of  tv. 
For  example,  the  great  New  Jersey 
urban  centers  of  Newark  and  Jersey 
Cit\  become  part  of  the  New  York 
metropolitan  umbrella.  Santa  Bar- 
bara and  Los  Angeles  are  the  same 
market  when  it  comes  to  tv  advertis- 
ing. Basically,  the  great  urban  cen- 
ters form  the  nucleus  of  many  sales 
and  advertising  districts.  These  mar- 
kets also  represent  the  greatest 
source  of  retail  sales.  It  is  to  be  ex- 
pected that  advertising  or  sales  dis- 
tricts    would    Follow    lele\i»ion    lines 


since  television  follows  population 
lines  in  terms  of  the  great  markets 
of  America." 

The  growth  of  television  as  a  mass 
medium  has  caused  changes  in  mar- 
keting as  well  as  in  communications, 
Lee  Morgenlander.  supervisor  of 
marketing  studies.  NBC  research  de- 
partment remarked.  The  tv  signal, 
he  observed,  doesn't  stop  at  the  city 
limits  or  even  at  the  metro  area 
boundary:  it  reaches  beyond  the 
downtown  areas,  into  the  booming 
wealthy  suburbs  and  even  farther 
into  the  urban  fringes  and  rural 
areas. 

"Advertisers  found  television  cre- 
ating demand  beyond  their  sales  ter- 
ritories which  had  been  built  around 
traditional  trading  areas,"  Morgen- 
lander continued.  "In  some  instances, 
tv  forced  distribution  into  new 
places.  Furthermore,  one  tv  station 
often  encompasses  two,  three  or  even 
more  newspaper  trading  zones.  The 
marketing  restructuring  by  manufac- 
turers such  as  General  Foods  and 
Anheuser-Busch  merely  takes  cogniz- 
ance of  an  existing  fact  of  marketing 
life." 

What  all  these  developments  point 
up  most  sharply  is  that  costs  of  ad- 
vertising and  marketing  are  so  im- 
portant to  the  net  profit  picture  of 
American  corporations  that  the  con- 
venient but  unscientific  man-made 
boundaries  of  state  lines,  county 
lines  and  city  lines  are  fast  becom- 
ing obsolescent  as  realistic  boun- 
daries for  marketing  strategies  and 
sales  territories,  in  the  opinion  of 
Halsey  V.  Barrett,  director  of  spot  tv 
sales  development  for  The  Katz 
Vgency. 

"Few  companies  can  afford  the 
luxury  and  inefficiency  of  one  sales 
territory  in  Omaha.  Nebraska,  and 
a  separate  sales  operation  just  across 
the  river  in  Council  Bluffs.  Iowa. 
For  most  nationally  advertised  prod- 
ucts,  the  .~.i)-mile  radius  of  Omaha. 
Nebraska,  is  the  true  and  natural 
Omaha  sales  territory  which  encom- 
passes not  just  the  central  city,  but 
also  suburbs,  satellite  towns  and 
rural  areas  where  combined  sales 
often  exceed  those  of  the  city   it-elf.'* 

Barrett  observed  that  the  current 
phrase  "markets  to  media"  rather 
than  the  erstwhile  "media  to  niar- 
kets  is  not  a  copywriter's  cliche. 
In  Barrett's  opinion,  it  succinctly 
-talcs  the  new  scientific  approach  of 


,n 


si'oxsoi; 


3    SEPTEMBER    1062 


the  most  efficienl  waj  i<>  reach  people 
in  order  ii>  sell  them  an  advertising 
message.  It  is  with  considerable  co- 
incidence .hhI  good  fortune  thai  the 
i\  signal  closely  parallels  this  natural 
marketplace   of    the    I960's,    Barrett 

noted. 

"Happily  for  American  t\  stations, 
the  more  scientific  t ho  approach  to 
marketing,   the  better  their  billing," 

he   declared.  ^ 

NL&B  TO   RADIO 

(Continued  hom  page  33) 

and  Miracle  Corn  Oil  Margarines; 
Eastern  and  Midwestern  market 
lli^lit-  on  a  continuing  basis  for 
Humble  Heating  Oil;  participations 
in  farm  programing  blocks  for 
Massey -Ferguson ;  rounding  out 
media  patterns  for  General  Mills 
product-  with  supplemental  \  radio 
budgets. 

In  the  creative  field,  there  has  also 
been  a  re-awakening  and  re-discovery 
among  creative  executives  for  radio 
copy.  Kenneth  C.  T.  Snyder,  \.p.  and 
director  t\ -radio  creative  dept..  ex- 
presses his  department's  enthusiasm 
fol  radio  this  wa)  :  "Copy  ideas  must 
be  unusual  for  radio:  the)  must  be 
remarkable  attention-getters.  But,  to 
be  effective,  simplicity  and  uniqueness 
are  necessary,  and  am  element  of 
weird  overtones  should  be  avoided." 

Good  radio  is  not  all  shouting  and 
screaming,  he  emphasizes,  but  a 
means  of  communicating  sounds. 
"Yet  there  is  more  to  radio  than  just 
conveying  words  it  should  convey 
an  image  to  be  retained  by  the  listen- 
er. The  agency  pays  assiduous  atten- 
tion to  radio,  feeling  that  pervasive- 
oess  is  the  medium's  power  from  a 
creative  standpoint,  as  well  as  from  a 
media  point  of  view." 

At  NL&B.  the  media  department 
tries  to  stay  away  from  rating  limita- 
tion-, feeling  that  because  of  measure- 
ment inadequacies  a  cost-per-1.000  is 
an  unrealistic  restriction.  In  most 
cases,  however,  they  expect  that  radio 
will  deliver  a  cost-per-1.000  not  ex- 
ceeding ^1.00  per  thousand  homes. 

Radio"-  measurement  system  is  un- 
satisfactory for  even  such  supporters 
of  the  medium  as  those  at  NL&B  who 
inordinately  believe  in  it.  "If  the 
radio  industry  i-  going  to  mature  and 
realize  its  full  potential-  and  it  has 
a  good  start — it  must  work  fast  to 
improve  the  system  by  which  it  is 
measured."  says  Vedder.  "We  know 
that  radio  is  bigger  than  it  has  been 


WAVE-TV  gives  you 
28.8%  more  WOMEN 

—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*7  more  viewers! 

More  viewers  =  more  impressions     more  sales! 
Ask  Katz  for  the  complete  story. 


CHANNEL  3  •  MAXIMUM  POWER 
NBC  •  LOUISVILLE 

The  Katz  Agency,  National  Representatives 


SPONSOR 


3    SEPTEMBER    1962 


51 


described  thus  far."  Vedder  hopes 
that  a  lot  more  emphasis  on  the  parts 
of  networks,  individual  stations,  and 
advertising  agencies  will  emerge  in 
the  future  for  a  more  reliable  system 
of  radio  measurement. 

This  lack  of  facts  is  apparent  not 
only  in  am,  but  fm,  and  is  particular- 
ly evident  in  the  area  of  audience 
measurement.  Arnold  E.  Johnson, 
v  p.  and  director  of  broadcast  facil- 
ities for  NL&B,  has  this  to  say  about 
the  current  status  of  fm:  "If  fm 
could  demonstrate  and  document  the 
specifics  of  its  audience,  it  could 
gain  a  big  advantage  right  now  over 
am.  It  has  an  unprecedented  oppor- 
tunity to  forge  ahead  and  get  its 
share  of  national  advertising  budgets 
if  reliable  research  data  can  be  pro- 
duced." Johnson  recognizes  the  finan- 
cial problem  involved  for  fm  opera- 
tors if  such  a  task  were  undertaken, 
but  he  emphasizes  that  this  job  is  just 
as  important  as  the  original  invest- 
ment in  equipment  to  establish  a 
station. 

With  the  increasing  vigor  for  radio 
at  NL&B.  the  media  department  nat- 
urally welcomes  full-scale  presenta- 
tions from  stations,  and  would  like  to 
encourage  more  informative  presen- 
tations. "We  haven't  seen  as  many 
of  these  as  we  would  like  to  see  that 
make  a  contribution  to  total  under- 
standing of  the  radio  medium  in  their 
market,"  says  John  Cole,  "and  many 
station  men  do  not  recommend 
enough  spots  for  effective  usage."  He 
adds  that  although  NL&B  is  using 
radio  widely  and  successfully,  some 
sellers  of  the  medium  still  seem  to 
have  an  inferiority  complex  when  it 
comes  to  selling  the  medium.  Strange- 
ly enough,  Cole  points  out,  radio 
seems  to  be  misunderstood  by  many 
who  sell  it — however,  the  onus  is  on 
the  seller  to  educate  the  buyer  on  the 
use  of  his  medium. 

In  NL&B's  spot  radio  buying,  maxi- 
mum responsibility  is  delegated  to 
timebuyers,  who  have  been  encour- 
aged to  dig  deeper  than  the  numbers, 
by  making  station  selection  through 
market  visits  and  contact  with  sta- 
tion people.  Station  selection  is  ex- 
tremely flexible,  because  the  buver 
■  i|>rrat<-x  within  llir  framework  of  a 
carefully  written  marketing  plan  out- 
lining campaign  objectives. 

Another  important  media  philos- 
ophy at  NL&B,  is  that  radio's  nature 
requires  multiple  outlet  use.  Number 
and  selection  of  stations  is  the  time- 


buyers'  responsibility. 

In  network  buying,  Needham  ap- 
plies the  same  philosophy  to  achieve 
marketing  plan  objectives.  It  is  be- 
lieved by  NL&B,  that  radio  would  be 
more  effective  if  more  than  one  sta- 
tion and  more  than  one  network  were 
used  simultaneously.  Carrying  out 
this  belief  involves  the  complex  job 
of  making  sure  which  are  the  right 
combinations  for   desired   objectives. 

Needham,  Louis  and  Brorby  is  sold 
on  radio,  and  typical  of  its  re-entry 
as  a  major  factor  in  media  planning, 
is  the  return  of  Johnson's  Glo-Coat 
to  the  medium  after  a  20-year  hiatus. 
Currently  an  eight-week,  three-market 
test  using  13  stations,  is  in  progress 
for  Glo-Coat. 

Industry  observers  look  to  this 
agency's  re-focus  on  the  medium  to 
spur  a  national  upswing  in  radio. 
This  could  happen,  NL&B  believes, 
but  first,  the  radio  industry  should 
form  a  united  front  for  selling  itself. 
The  one-station-pitch  is  a  serious  de- 
terrent to  radio's  progress.  Needham's 
media  people  believe.  What  they 
would  like  to  see  is  several  stations 
cooperating  to  sell  radio  in  their  par- 
ticular market,  emphasizing  that  mul- 
tiple use  is  the  key  to  successful 
radio.  ^^ 


PUBLIC  AFFAIRS 

(Continued  from  page  35) 

"While  Standard  Federal  showed 
a  gain  of  12.29%  in  savings  during 
the  first  half  of  1962,"  he  continued, 
"the  other  two  largest  savings  and 
loan  associations  showed  gains  of 
9.24%  and  8.41%." 

Later,  taking  up  the  question  of 
commercials,  Ricketts  stated,  "In 
keeping  with  the  existing  tone  of  the 
program,  we  limited  our  commer- 
cials to  four  during  the  hour.  This 
seemed  compatible  with  the  program 
content,  and,  although  we  might  have 
been  allowed  to  interrupt  the  pro- 
gram more  often,  we  felt  that  more 
commercials  would  break  the  pro- 
gram's natural  continuity." 

Ernest  W.  Baker,  Jr.,  executive 
vice  president  of  the  agency,  ex- 
plained that  the  buy  permits  seven 
minutes  of  commercial  time,  of 
which  a  brief  open  and  close  takes 
about  30  seconds;  the  four  messages 
are  then  anywhere  from  a  minute  to 
two  minutes  in  length.  The  shorter 
commercials  are  placed  at  the  be- 
ginning of  the  program,  he  added, 
and    all   the   messages   center   princi- 


pally around  Standard  Federal's  two 
major  consumer  areas,  mortgage 
loans  and  time  savings  accounts. 

This  year,  as  last,  the  start  of  the 
program  is  being  promoted  by  WW  J- 
TV  on  the  air.  on  bus  cards,  and  in 
Tv  Guide  and  newspaper  advertise- 
ments (WWJ  stations  are  owned  by 
the  Detroit  News). 

Again  this  year,  the  association  is 
increasing  audience  interest  with 
posters  and  easily  accessible  program 
schedules.  It  is  also  mailing  bulle- 
tins to  Detroit  area  high  schools, 
grade  schools,  and  some  colleges. 

These  school  bulletins.  Ricketts 
said,  "inform  students  of  upcoming 
features  on  the  program  which  coin- 
cide with  their  history  or  geography 
lessons."  He  added  that  the  program 
has  received  "wonderful  response" 
from  teachers. 

Beginning  this  fall,  Ricketts  con- 
tinued, "because  of  the  program's 
appeal  to  the  travel-minded  viewer, 
we  plan  to  introduce  Vacation  Club 
accounts  similar  to  the  popular 
Christinas  Clubs.  We  also  plan  to 
use  Mr.  Pierrot  more  actively  in 
branch  office  promotional  events." 

Pierrot  is  a  portly,  grandfatherb 
figure,  who  chucked  his  earlv  ca- 
reer as  a  newspaperman  to  knock 
about  the  U.  S.  as  an  able-seaman, 
coal  miner,  hotel  and  postal  clerk, 
laborer  and  magazine  writer. 

He  has  twice  circumnavigated  the 
globe  and  has  often  toured  Europe 
and  other  parts  of  the  world.  He 
planted  the  Explorers  Club  flag  atop 
El  Paricutin.  Mexico's  newest  vol- 
cano, in  1914.  He  is  also  an  author 
and  lecturer  and  is  associated  with  a 
museum,  a  hospital,  and  many  other 
organizations  and  clubs. 

In  referring  to  the  success  of  the 
Pierrot  program  and  to  the  satisfac- 
tion of  the  local  sponsor.  James 
Schiavone,  general  manager  of  the 
\\  W  I  stations,  said.  "Sponsors  of 
public  affairs  programs  should  not 
take  a  philanthropic  view  of  then 
programs,  because  thev  can  and  will 
stimulate  sales,  as  Standard  Federal 
liax  proved." 

He  also  suggested  that  stations 
which  spend  time  and  mone\  to  pre- 
sent programs  that  uplift  a  commu- 
nity should  receive  support  from 
community  -minded  sponsors. 

This  is  not  idle  chatter.  As  the 
leading  member  of  the  10-member 
W  W  I  Public  Affairs  Committee. 
Schiavone  revealed  that  the  commit- 


52 


M'MNMIIi 


3    SEPTEMBER    1962 


tee  meets  regularl)  once  .1  week  to 
discuss  ;mkI  develop  new  public  af- 
fairs programs. 

The  Pierrot  show,  At  the  Zoo,  and 
//  eekend,  were  all  developed  b)  the 
committee.  //  the  Zoo  grew  out  of 
a  public  affairs  program,  Opening 
Dm  at  the  Zoo.  Following  opening 
day,  it  "as  decided  m  the  public  af- 
fairs weekly  meeting  to  make  the 
-how  a  regular  series,  to  be  carried 
sustaining  at  7  p.m.  Fridays. 

\\  eekend  was  first  designed  as  a 
summertime  public  affairs  series,  but 
it  i-  being  extended  and  i-  seen  7 
l>.m.  Tuesdays. 

Imong  the  many  prospective  pub- 
lic affairs  projects  currently  being 
discussed  are  selections  from  the 
Profile  series,  National  luto  Show 
Preview,  Expressways,  Detroit  Streets, 
and  the  Thanksgiving  Dm  Parade. 


RADIO   DATA 

[Continued  from  pa^e  'M\\ 

\.  ('.  Rorabaugh  proposed  an  ulti- 
mate maximum  of  a-  main  markets 
a-  would  represent  about  7.V,  of  all 
national-regional  radio  spot  billing, 
perhaps  200  markets.  He  would  start 
with  one  market,  add  another,  then 
another,  etc.,  until  the  idea  had  been 
accepted  1>\  the  station-.    He'd  use  a 


maximum  of  Bix  stations  (the  four 
network  affiliates  plus  the  1  \% « >  t  •  •  |  >  in- 
dependents) in  am  one  market  on 
the  assumption  thai  the)  d  represent 
most  >>f  the  national-regional  —  | » « » t 
billing  in  thai  market.  Reports  would 
be  issued  quarterly.  \ml  there'd  be 
mi  cosl  f"i  the  sei  \  ice  pro\  iding  he 
had  the  privilege  of  selling  more  <\>- 
tailed  data  tn  advertisers  and  agen- 
cies. 

Jim  Boerst,  w  bo  now  does  acth  it\ 
and  dollar  reports  on  radio  foi  ad- 
vertisers and  auencie-.  would  cover 
the  almost  700  stations  in  the  top  l||(| 
markets  with  a  quarterly  report,  lied 
include  10  different  product  cate- 
gories, i.e.,  soaps,  -mokes,  autos, 
beers,  etc.  Hie  cost,  in  hi-  own  words, 
"If  the  stations  provided  the  infor- 
mation it  would  be  possible  to  pro- 
vide quarterly  dollar  volume  reports 
for  lit  different  categories  in  the  100 
top  markets  for  about  si 00.000  per 
\  ear." 

BAH.  which  now  has  monitoring 
facilities  in  77  markets  for  its  tv  re- 
ports, which  could  be  expanded  to  in- 
clude radio  as  well,  guesstimates  that 
"depending  upon  the  degree  of  data 
and  the  frequency  of  report-  we  could 
provide  radio  dollar  data  at  a  cost 
ranging  from  a  low  of  $50  to  a  high 


of  -I  50,000." 

Metro  Monitoi .  the  onlj  radio  ,f\ 
vertisei    ai  ti\  it\     report    now     being 
I •  f ..\  iilid   in   the   New    York   mat ket, 
i-  a  weekl)   monitoi  ing  Bei  via      Di 
signed  b)  a  radio  time  salesman   1 
sales  and  program  tool,  Metro  Moni- 
tor's 1  reatoi   had  a  pi ovo<  ati\ e  - 
gestion. 

"We  could  provide  a  weekl)  ad- 
\ ei  1  isei  ai  ii\  its  repoi t.  similai  to 
w bat  we  do  in  \rw  York,  l"i  the  top 
lnii  markets  ai  an  annual  cosl  of 
aboul  $100,000.  Bui  mj  suggestion 
h ould  be  to  have  the  \  \l'»  01  the 
li  \ I!  1  1  eate  a  1  entral  billing  and  col- 
lection agenc)  thai  would  opei  ate  at 
cosl  I  he)  d  handle  national  and  re- 
gional billing  and  collections  for  all 
t\  stations. 

"For  the  smaller  stations  this 
would  be  a  boon,  less  bookkeeping, 
prompt  payment.  For  the  agencies  it 
would  mean  a  cut  in  accounting  over- 
bead.  I'>r  -ale-men  it  would  mean 
more  time  to  sell  and  less  time  to  do 
Collections.  \ud  for  radio  it  would 
mean  instant  access  to  all  the  dollai 
data  the  industry  would  ever  need." 

It  would  seem  that  the  radio  indus- 
try  now  know-  where  and  how  it- 
dollar  data  can  be  had.  \ll  it  takes 
i-  some  doing.  ^ 


& 


5fc 


^ 


P* 
£ 


PEOPLE -1,288,0  0  0 


WJT  V 12:kATZ»VwLBT 


channe 


3-HOLLINGBERY 

■ 


SPONSOR       •       3    SEPTEMBER    1962 


1962-63  editioH 


(including  y  \  page  tv  market  guide) 

the  book  that  buyers 
told  us  they  need 
for  everyday  desk  use 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiim 


advertising  deadline  10  September.      I 
regular  rates  and  discounts  apply,     i 


3  SEPTEMBER  1962 

C«*yrlfM  IK 

SPONSOR 

PUBLICATIONS  INO. 


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


WASHINGTON  WEEK 


The  delay  in  naming  an  FCC  successor  to  commissioner  John  S.  Cross — or 
naming  Cross  to  succeed  himself — has  everybody  guessing. 

The  Cross  term  ended  on  30  June,  and  the  delay  is  both  incredible  and  without  prece- 
dent.   Yet  there  is  no  word  as  to  when  action  will  be  taken. 

The  situation  has  prompted  rumors  and  guessing  even  among  those  who  don't  usually 
attempt  to  pretend  knowledge  in  these  matters.  In  fact,  there  is  now  virtually  a  silly  season 
on  the  topic. 

A  further  complication  is  added  by  the  fact  that  there  is  considerable  more-or-less  in- 
formed speculation  about  conservative  commissioner  T.  A.  M.  Craven  and  his  approaching 
retirement  age.  There  have  been  intimations  t  hat  Craven  would  be  replaced  at  that  time, 
without  waiting  for  the  end  of  his  term  next  30  June. 

This  tied  in  with  the  certainty  that  Craven  would  be  given  important  duties  in  connec- 
tion with  setting  up  the  private  corporation  which  will  take  over  international  communica- 
tions via  satellite.  The  bill  to  clear  the  way  for  a  private  corporation  to  own  and  operate  the 
system  finally  cleared  Congress  this  week,  with  only  10  votes  in  the  House  against  it. 

Thus  the  guesswork  about  both  Craven  and  Cross  now  waits  for  Presidential  signature 
of  the  bill  and  the  actual  naming  of  the  people  to  get  the  project  on  the  road.  Craven  will 
be  an  important  member,  likely  the  chairman.  And  this  could  be  the  first  step  toward  his  re- 
tirement as  a  Commissioner,  if  the  speculation  is  correct. 

Meanwhile,  the  guessing  is  that  the  doubt  will  continue.  There  is  even  speculation  that 
Cross  hay  have  been  left  dangling  in  mid-air  for  a  definite  purpose.  This  particular 
story  goes  to  the  effect  that  Cross  has  not  voted  with  Minow  in  most  instances  of  disagree- 
ments among  Commissioners,  that  he  would  be  less  likely  to  do  so  if  he  were  secure  in 
a  full  term. 

On  the  other  hand,  the  rumor  mill  goes,  he  might  vote  with  Minow  if  he  felt  this  were 
the  only  way  to  be  reappointed.  The  same  people  go  on  to  point  out  that  items  already  on 
the  FCC  agenda  will  make  or  break  the  Minow  philosophy  past  mending  or  turning 
back,  as  the  case  may  be. 

Meanwhile,  time  is  running  out  on  the  Congressional  session,  and  therefore  on  the  time 
left  for  Senate  confirmation  of  any  new  appointees. 

The  plain  fact  is  that  the  whole  thing  is  guesswork.  Even  those  who  previously  claimed 
to  have  the  inside  dope  now  are  forced  to  admit  that  their  information  is  not  necessarily 
authoritative. 

The  one  thing  in  all  of  this  that  appears  to  bear  something  like  an  authoritative  ring  is 
the  possibility  that  we  will  have  not  one,  but  two  new  appointments  to  the  FCC.  If  not  to- 
gether, then  in  reasonably  rapid  order,  even  if  one  of  those  named  happens  to  be  Cross- 
reappointed. 

Stronger  educational  pressure  for  vhf  channels,  even  to  the  point  of  the  possi- 
ble seeking  of  channels  now  held  by  com  mercial  broadcasters,  could  have  been 
foreshadowed  by  a  Health,  Education  and  Welfare  Department  prompted  study. 

HEW  went  to  the  National  Association  of  Educational  Broadcasters  rather  than  to  a 
neutral  source,  but  there  is  a  distinct  possibility  that  HEW  will  be  behind  the  final  rec- 
ommendations. These  did  not  specifically  set  up  any  goal  for  reassignment  of  tv  channels, 
but  did  note  that  wide-coverage  channels  are  needed  in  all  major  communities  if  U.S. 
education  is  to  keep  pace. 

The  FCC  still  has  in  limbo  proceedings  aimed  at  clipping  one  of  the  seven  Los  Angeles 
vhf  tv  channels  away  from  commercial  uses  for  use  by  the  educators.    It  has  a  similar  thing 

(Please  turn  to  page  57) 


SPONSOR      •       3   SEPTEMBER    1962 


55 


SPOT-SCOPE 


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


3  SEPTEMBER  1962 

Copyright  1962 

SPONSOR 

PUBLICATIONS  INC. 


Spot  tv  •will  reap  heaps  of  billings  before  Hazel  Bishop  (K&E)  winds  up  the 
introduction  of  its  new  Continental  lipstick  and  nail  polish. 

Scheduled  as  an  opener:  a  six-week  saturation  campaign  which  starts  the  end  of 
September  and  will  blanket  multiple-stations  in  some  150  markets  with  about  25  spots 
per  market  over  the  entire  week. 

All  the  broadcast  business  for  the  Continental  line  launch  goes  to  tv,  with  Marylou  Ben- 
jamin doing  the  buying. 


There's  still  much  switching  back  and  forth  of  spots  between  Co  nipt  on  and 
BBDO  for  Alberto-Culver. 

Latest  swing  over  is  for  Command  Shave  Cream,  the  newest  in  A-C's  line.  Now 
being  transferred  are  spots  back  to  Compton,  from  BBDO  which  got  them  earlier  from 
Compton  for  the  introduction  of  A-C's  wave  set  lotion. 

The  curious  part  of  this  gyration,  which  makes  it  very  complicated  for  all  concerned — 
when  each  of  these  agencies  transfers  some  of  its  spots  to  the  other,  often  it's  the  less  de- 
sirable spots  which  go.  The  recipient  agency  then  has  to  start  all  over  and  ask  for 
improved  avails. 

Looks  like  Tetley  Tea  (OBM)  is  lost  to  spot  radio  at  least  for  the  last  1962 
quarter. 

Tetley  is  a  BeechNut  subsidiary  and  the  parent  company  has  decreed  that  Tetley 
is  to  assume  a  certain  quota  of  the  mass  participations  that  BeechNut  supports  in 
daytime  network  tv. 

A  goodly  portion  of  this  Tetley  share  will  derive,  it  seems,  from  the  tea's  normal  in- 
vestment in  radio. 


It'll  be  just  about  six  months  since  its  modest  introduction  in  test  markets 
when  American  Tobacco's  new  king  size  mentholated  filter,  Montclair  Modern 
Cigarettes  (SSC&B),  makes  its  predicted  expansion  move  (SPOT-SCOPE,  19 
March  1962). 

Since  last  March  the  cigarette's  sales  territory  has  spread  to  seven  markets.  On  10  Sep- 
tember American  Tobacco  will  open  spot  tv  and  radio  guns  to  herald  Montclair's 
shipment  to  14  additional  cities,  500  additional  counties  and  Arizona  and  Colorado. 

On  the  tv  side  it'll  be  10,  20,  and  60--second  spots  and  the  radio  campaign  will  be  all 
minutes. 

One  reason  Green  Giant  (Burnett)  is  only  interested  in  night  minutes  for  its 
spot  tv  campaign  which  kicks  off  24  September  in  some  40  markets :  it's  the  debut 
of  GG's  new  frozen  line  of  vegetables  and  the  tactic  is  to  hit  the  whole  family  with 
the  "new  taste"  appeal. 

This  line  is  pre-cooked  with  butter,  the  salient  feature  in  its  selling  story.  The  item 
was  tested  in  several  tv  markets  last  year,  and  according  to  reports,  went  over  very  big. 

By  the  way,  also  adding  another  item  to  its  line  and  also  bowing  in  spot  tv  out  of  Bur- 
net is  Campbell's  Swanson  frozen  fare.  The  newcomer:  a  three-course  frozen  tv  dinner. 
Schedules  start  17  September. 

For  details  of  last  week's  spot  activity  see  items  on  next  page. 


56 


SPONSOR      •      3   SEPTEMBER   1962 


E 


SPOT-SCOPE  continued 


SPOT  TV  BUYS 

General  Mills  is  making  another  buy  for  Betty  Crocker  Potato  products.  To  Btart  on  17 
September,  the  campaign  will  run  for  seven  weeks,  using  day  and  night  minutes.  GM  is 
looking  for  about  100  ARB  points  per  week.  Agency:  Knox  Reeves,  Minneapolis.  Also  ex- 
panding is  Betty  Crocker  Layer  cake  mix  and  frosting  mixes,  out  of  Needham,  Louis  &  Bror- 
by.  Schedules  on  these  are  from  six-eight  weeks,  slotted  in  daytime  only. 
P&G  wants  daytime  spots  for  its  Duncan  Hines  mixes.  The  agency  is  Compton. 
Colgate-Palmolive  is  in  high  gear  for  a  campaign  which  gets  started  on  30  September  for 
its  Florient  Aerosol  Air  Deodorant.  The  search  is  for  fringe  night  minutes  and  schedules 
will  run  for  seven  weeks.  The  account  is  at  Street  &  Finney  and  Eleanor  Scanlon  is  doing 
the  buying. 

Liggett  &  Myers  wants  fringe  20's  and  60's  to  start  in  selected  markets  on  th«  first  of 
October  for  12  weeks.    J.  Walter  Thompson  is  the  agency.    Buyer:  Carrie  Senatore. 
Norwich  Pharmacal  is  set  to  break  with  a  five- week  push  for  Pepto-Bismol.    Schedules  of 
nighttime  60's  an  20's  start  on  9  September.   Bob  Wilson    is   the   buyer   for   the   account    at 
Benton  &  Bowles. 

Ren  field  Importers  Ltd.  is  making  a  hefty  buy  on  behalf  of  Martini  &  Rossi.  A  10-week 
campaign  is  set  to  start  on  24  September.  Time  segments:  fringe  and  prime  10's  and  20's. 
Agency:  Reach,  McClinton.  Buyer:  Herb  Stone. 

Ford  Motor  Company  will  promote  its  new  line  of  cars  with  a  heavy  spot  tv  schedul*  to 
kick  off  in  a  host  of  markets  on  28  September.  The  search  for  this  three-week  flight  is  for 
prime  20's  and  fringe  minutes.  J.  Walter  Thompson  is  the  agency  and  the  buying  contact 
is  Gene  Tregre. 

Helena  Rubinstein  will  promote  its  Fashion  Stick  lipstick  with  schedules  of  nighttime 
chainbreaks  in  selected  markets  starting  1  October  and  continuing  for  five  weeks.  Doing  the 
buying  out  of  OBM  is  Maxine  Cohen. 

Pharmaco  schedules  for  Aspergum  kick  off  on  the  eighth  of  October,  running  for  26  week*. 
The  availability  call  is  for  both  night  and  day  minutes.  Agency:  Kastor,  Hilton,  Chesley, 
Clifford  &  Atherton.    Buyer:  Dorothy  Glasser. 

Royal  Crown  Cola  is  going  in  for  13  weeks  with  schedules  of  night  and  day  minutes  and 
chainbreaks.    The  campaign  starts  on  17  September,  with  the  buying  done  out  of  D'Arcy. 

SPOT  RADIO  BUYS 

Ralston  Purina  is  lining  up  markets  to  supplement  its  network  coverage  for  a  massive  sat- 
uration campaign  introducing  new  Flavor-Primed  Purina  Dog  Chow  .  Schedules  will  run  for 
a  three-week  period  starting  19  September.  Agency:  Gardner,  St.  Louis. 
Brown  &  WiUiamson  (Bates)   is  supplementing  its  college  radio  buys  via  5-minute  pro- 
grams featuring  The  Brothers  Four. 

Oldsmobile  will  be  getting  its  exposure  during  the  week  beginning  1  October  in  125  mar- 
kets at  the  rate  of  7  minutes  per.   Agency:  D.P.  Brother.  Jack  Walsh  is  doing  the  buying. 


WASHINGTON    WEEK    {Continued  from  page  55) 

going  in  New  York  City,  but  it  is  assumed  that  acquisition  by  the  educators  of  WNTA-TV, 
Newark,  probably  disposed  of  that  one.  At  all  •vents  there  is  FCC  preo«d»nt  for  •wmid- 
eration  of  such  moves  on  a  national  basis. 

The  HEW-NAEB  report  noted  the  all-channel  set  legislation,  but  didn't  appear  to  be- 
lieve this  would  be  sufficient  to  make  uhf  meet  educational  needs,  or  to  believe  that  It  w<»old 
work  soon  enough. 

SPONSOR      •      3   SEPTEMBER   1962  57 


3  SEPTEMBER  1962 

Copyright  1962 

8P0NS0R 

PUBLICATIONS  INC. 


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


SPONSOR  HEARS 


BeechNut  gently  reminded  NBC  TV  last  week  that  it  wasn't  doing  the  right 
thing  by  this  company  by  scheduling  Lipton  Tea  commercials  in  the  same  daytime 
segments. 

Seems  that  NBC  TV's  product  bookers  had  forgotten  that  BeechNut  also  had  Tetley 
Tea  in  its  dominion  and  there  would  be  occasion  when  BeechNut  might  elect  to  accord  a 
spot  or  two  to  that  product 

In  those  segments  where  BeechNut  had  been  the  earlier  tenant  the  network 
agreed  there  was  nothing  to  do  but  inform  Lever  that  Lipton  Tea  was  taboo. 

P&G  has  a  gracious  way  of  letting  the  boys  in  the  media  department  who  want 
to  visit  their  hometown  for  vacation  save  the  transportation  expense. 

All  they  have  to  do  is  stop  off  at  the  various  markets  en  route  and  visit  with  tv  stations. 
It's  all  more  out  of  goodwill  building  than  anything  else. 


A  topic  of  speculation  among  the  agencies  attached  to  the  General  Foods  ac- 
count is  who  will  be  the  successor  to  Edwin  Ebel,  GF  tv  strategist,  when  he  retires, 
which  some  think  is  not  long  in  the  offing. 

The  odds  appear  to  be  on  Tom  Clark,  presently  in  the  GF  corporate  office. 

The  other  speculation  anent  Ebel :  whether  his  knack  for  maintaining  the  upperhand 
over  the  networks  by  using  GF-controlled  and  well-rated  programs  as  negotiation 
bait  will  survive  him. 

Ebel  over  the  years  has  had  his  personal  traits  in  dealing  with  agency  contacts,  but  there's 
one  thing  that  can't  be  gainsaid:  his  record  for  singling  out  potential  clicks  from  the 
candidates  delivered  by  GF  agencies  and  his  adroitness  in  wrestling  from  a  net- 
work the  most  favorable  terms  for  his  company. 

One  of  the  New  York  tv  stations  is  toying  with  a  plan  to  make  its  public  affairs 
programing  so  economically  attractive  that  it  will  have  sponsorship  on  each  occa- 
sion. 

The  idea :  put  all  the  contemplated  affairs  programs  into  a  package,  cut  the  batch  up 
into  pieces  and  offer  them  at  rates  not  far  removed  from  the  ROS  level. 

Colgate's  little  product  sideline  is  proving  one  of  the  minor  hot  sellers  of  the 
current  year. 

It's  Soakies,  the  kid  bubble  bath  soap,  which  Colgate  brought  out  as  a  contender  to 
Mattey's.  Colgate's  smart  marketing  device  was  to  package  the  item  in  tin  figures  rep- 
renting  Disney  characters,  which  the  moppets  could  later  use  as  toys. 

Bill  Eldrige,  who  headed  the  Colgate  crew  that  thought  this  up,  is  now  on  new  prod- 
ucts at  American  Home. 


For  executive  turnover  CBS  remains  without  a  shadow  of  a  doubt  in  a  class  by 
itself. 

Still  on  its  payroll  are  seven  men  who  held  official  or  executive  status  25  years  ago. 
They  are:  William  Paley,  Lawrence  Lowman,  James  Seward,  John  Karol,  Joe 
Ream,  Arthur  Hull  Hayes  and  William  Schudt. 


58 


SPONSOR       •       3   SEPTEMBER    1961 


(and  your  listeners) 


Free  broadcast  material  -  radio  and  TV-  available  for  the  5th  International  Food  Congress  &  Exhibition 


rrom  September  8  through  16  food  will  be  on  the  tip 
)f  everyone's  tongue — because  food's  the  star  of  the 
)iggest,  best  Food  Festival  ever.  It's  at  the  New  York 
Coliseum.  There  will  be  exhibits  and  displays  (including 
)ne  about  mass  media),  food  tips  from  around 
he  world  and  an  International  Gourmet  Super 
narket.  Among  many,  many  other  features. 
I~o  help  you  get  the  word  out  to  your 
isteners  and  viewers  about  this  food  gala, 


we  have  prepared  broadcast  material  foryou:  fact  sheets, 
scripts  and  taped  ID's.  Plus  a  batch  of  mighty  inter- 
esting feature  material.  All  free  for  the  asking. 
So  ask:  just  fill  out  the  coupon  and  send  it  to  the 
5th  International  Food  Congress  &  Exhibition  (oh, 
y_oucan  call  us  "International  Food 

■»  Congress  &  Exhibition 


r y_ou  can  call  us     Int 


'he  food  fesd 


val-  The  works! 


1-4 


grass"),  BBDO, 

383  Madison  Avenue, 

New  York  17,    N.  Y. 


SPONSOR      •      3    SEPTEMBER    1962 


59 


SPONSOR 
WEEK 


Advertisers 


WRAP-UP 


Sack  promoted  at  ABC 

(Continued  from  Sponsor  Week) 

New  York  and  will  report  to  Don  Cur- 
ran,  advertising  and  publicity  direc- 
tor for  the  ABC  Owned  Stations. 

Sack  joined  WLS,  Chicago,  in  1958 
and  has  been  promotion  manager  of 


that  ABC  owned  radio  station  since. 
He  will  also  be  in  charge  of  the 
group  advertising  and  community 
action  programs  of  the  six  stations. 
The  five  others  are  WABC,  New  York; 
KQV,  Pittsburgh;  WXYZ,  Detroit; 
KABC,  Los  Angeles,  and  KGO,  San 
Francisco. 


Borden  is  negotiating  to  buy  th 
business  of  the  Realemon-Purita 
Company,  Chicago-based  processo 
packer  and  distributor  of,  principa 
ly,  fruit  juices  and  fruit-base  beve 
ages. 

The  Realemon-Puritan  operatio 
would  continue  under  its  prese> 
name  and  would  operate  as  a  part  c 
the  Borden  Foods  Co.  Irvin  Swart; 
berg  is  president  and  founder  c 
the  Chicago  firm. 

Bell   &   Howell   has   reorganized   it 
sales  setup  with  the  formation  of 
new  subsidiary. 


ALOHA — WAPI,  Birmingham  extended  gree| 
ings  to   listeners   on   its   Hawaiian   Day.    At 
station    booth,    woman   registered   for  an   all 
expense-paid   vacation  to  the  50th  state.    Al 
those   who   registered    received    Hawaiian   lei 


NEW  QUARTERS  for  the  New  York  Philharmonic  (to  begin  its  33rd  broadcast  season  over  the 
CBS  Radio  Network)  are  shown  to  CBS  Radio  pres.,  Arthur  Hull  Hayes  (c)  and  managing  dir. 
of    the    orchestra,    Carlos    Moseley     (r)     by    the    pres.    of    Lincoln    Center,    William    Schuman 


SINKING    FINALE   was   effected    on   WLWD,    Dayton    water    music    tv    show.    Joe    Longstreth, 
stranded  on  a  raft  in  the  middle  of  a   pool,   played   pieces  composed   on  the  theme  of  water 


60 


SPONSOR      •      3   SEPTEMBER    1961 


Called  Bell  &  Howell  Photo  Sales 
:ompany,  the  new  arm  will  distrib- 

te  the  company's  photo  products  to 
Its  present  dealer  organization. 

Headquarters  are  in  Chicago  and 
i:arl  G.  Schreyer,  vice  president  of 
harketing  for  the  photo  products 
livision  has  been  named  president. 

inancial  report:  Net  sales  of  Pet 
flilk  for  the  three  months  ended 
0  June  amounted  to  $58,204,000 
iompared  with  $53,061,000  for  the 
ame  period  in  1961;  net  earnings 
were  $803,000,  a  slight  rise  over 
•802,000  for  the  second  quarter  last 
ear. 

'EOPLE   ON   THE   MOVE:   James    F. 


Fleming  to  product  manager  for  the 
Mazola  and  Hellman's  Best  Foods 
line  of  salad  dressings  .  .  .  Robert 
Walker  to  executive  vice  president 
at  American  Tobacco  .  .  .  Edwin  P. 
Johnson  to  director  of  advertising 
for  Sperry  &  Hutchinson,  replacing 
Emil  A.  Corona  who  moves  to  vice 
president  of  S&H's  newly-created  in- 
ternational division  .  .  .  Edward  M. 
Scheu,  Jr.,  vice  president  of  Thomas 
J.  Lipton,  to  president  and  chief 
executive  officer  of  Good  Humor  and 
Good  Humor  Mid-Atlantic,  wholly- 
owned  subsidiaries  of  Lipton.  ...  0. 
G.  Kennedy  has  been  elected  execu- 
tive vice  president  of  Miles  Products 
division  of  Miles  Laboratories. 


Agencies 


Benton    &    Bowles    has    taken    two 
steps   forward    on   the    international 
advertising  scene. 
The  developments: 

(1)  A  mutual  representation  agree- 
ment with  Hanns  W.  Brose  GmbH  & 
Co.  of  Frankfurt,  Germany,  agency 
which  bills  approximately  $10  mil- 
lion. 

(2)  A  new  office  in  London  for  its 
wholly-owned  subsidiary  General 
Public  Relations,  to  be  headed  by 
Gale  D.  Benn,  formerly  vice  presi- 
dent of  GPR,  New  York. 

Agency     appointments:     Mennonite 


'C     _ 


BARRELS  constituted  costumes  for  models 
who  traveled  with  personality  dj's  on  WITH 
(AM  &  FM),  Baltimore  promotion  trip.  The 
station,  having  recently  increased  its  power 
four-fold,  conducted  a  tour  of  the  many 
areas  which   it  would   serve   for  the  first  time 


TABLECLOTHS  and  coffee  stains  were  much 
talked  about  on  WXYZ,  Detroit,  Fred  Wolf 
Show.  To  start  13th  year  of  his  show:  a  king- 
size    cloth    from    stn.    mgr.    John    O.    Gilbert 


MISS  SUNNYS  flew  into  New  York  to  en- 
liven interest  in  WLBW-TV,  Miami.  Amid  a 
shower  of  oranges,  in  bathing  suits,  are  (l-r), 
Jo    Ann    Pflug,    Miss    Sunny,    and    runners-up 


GREETINGS  are  extended  to  tv  personality  Bert  Parks  by  Leonard  H.  Lavin,  pres.  of  Alberto- 
Culver  and  his  wife  Bernice,  sec'y-treas.,  during  the  company's  national  sales  convention  in 
Chicago.    Leading  tv  performers  saluted  Alberto-Culver's  use  of  tv  as  its  major  advtg.  medium 


SPONSOR 


3  SEPTKMBER  1962 


61 


Broadcasts  to  Henry  J.  Kaufman  for 
its  international  radio  broadcasting 
account  .  .  .  Knox  Gelatine  (approx. 
$2  million)  to  D'Arcy  from  Charles  W. 
Hoyt.  Last  year  they  spent  less  than 
$170,000  on  tv  .  .  .  Home  Security 
Life  Insurance  to  Henderson-Ayer  & 
Gillett  ...  P.  &  S.  Mart,  Inc.,  new 
discount  store  in  construction  in 
Tucson,  to  George  Duncan  Advertis- 
ing of  that  city.  .  .  .  Chrysler  institu- 
tional ($11  million)  to  Y&R  from  Leo 
Burnett. 

Social  note:  Farewells  were  coupled 
with  hails  when  Hugh  Cohn  and  Dick 
Blue  of  Lawrence  C.  Gumbinner  were 
feted  at  an  unusual  going-away  party 
for  the  Texas-bound  executives.  Also 
honored  were  three  new  Gumbinner 
executives:  Elmer  Jaspan,  vice  pres- 
ident and  associate  director  of  the 
agency's  radio-tv  department,  Ber- 
trand  Lanchner;  director  of  depart- 
mental business  affairs;  and  James 
J.  Neville,  sports  director. 

New  Quarters:  The  Los  Angeles  of- 
fice of  Cunningham  &  Walsh  is  now 
located  at  1717  N.  Highland,  Holly- 
wood 28. 

Happy  anniversary:  Keyes,  Madden  & 
Jones  of  Chicago  has  been  handling 
the  account  of  Brown  &  Williamson 
Tobacco  for  the  past  25  years. 

New  v.p.'s:  R.  E.  Anderson  to  Esty . . . 
Robert  W.  Dundas,  Jr.,  manager  of 
the  Houston  office,  at  Erwin  Wasey, 
Ruthrauff  &   Ryan    .   .   .  William   H. 

Weed  at  Ogilvy,  Benson  &  Mather. 

PEOPLE  ON  THE  MOVE:  H.  Earl 
Clawson  to  director  of  merchandis- 
ing and  account  executive  at  Robert 
M.  Gamble,  Jr.,  Inc.  .  .  .  John  C.  Mar- 
tin to  account  executive  at  D.  P. 
Brother,  Detroit  .  .  .  Frank  Naish- 
stein  to  production  manager,  Tom 
Ford  to  production  assistant,  Arnold 
Levinson  to  the  media  department 
and  Richard  Standridge  to  commer- 
cial producer  at  Wermen  &  Schorr 
.  .  .  Jere  B.  Chamberlin  to  tv  pro- 
ducer and  Michael  J.  Sheets  to  ac- 
count executive  at  Gardner  .  .  .  G. 
Barnes  Stevenson  to  associate  media 
director  for  print  at  Gray  &  Rogers 


.  .  .  Frank  William  Crane  to  western 
manager  of  Broadcast  Clearing 
House,  in  charge  of  opening  the  new 
Los  Angeles  office  on  15  September. 
.  . .  John  C.  Savage  to  senior  account 
executive  at  Norman,  Craig  &  Kum- 
mel,  from  Foote,  Cone  &  Belding... 
Erwin  D.  Swann  from  Warwick  & 
Legler  to  vice  president  of  adver- 
tising at  Revlon  .  .  .  James  Rayen, 
vice  president  and  account  super- 
visor at  Ted  Bates,  has  resigned 
from  the  agency  to  move  to  Tucson. 

Obit:  John  Benson,  former  president 
of  the  4  A's  and  leading  advertising 
executive  for  many  years,  died  on 
23  August. 

Associations 

In  a  move  to  enlighten  the  public 
on  the  role  of  the  broadcast  indus- 
try, the  NAB  has  put  together  a 
speakers'  directory. 

The  booklet,  entitled  "If  you  Need 
a  Speaker,"  contains  the  names  of 
prominent  broadcasters  who  have 
volunteered  to  represent  the  indus- 
try at  meetings  of  interested  groups. 
There  is  no  charge  for  their  service. 

All  those  listed  are  affiliated  with 
stations  or  networks  which  are  mem- 
bers of  NAB. 

Tv  Stations 

Spot  tv  gross  time  billings  jumped 
17%  in  the  second  quarter  of  this 
year  over  the  like  19G1  period. 

According  to  TVB,  total  billings 
for  the  quarter  were  $189,433,000 
against  $160,599,000  last  year. 

A  breakdown  of  expenditures 
showed  the  biggest  increase  in  early 
evening  time,  which  rose  from  bill- 
ings of  $34,773,000  last  year  to  $44,- 
794,000  this  quarter. 

In  terms  of  type  of  activity,  an- 
nouncements remained  the  favorite 
category  and  also  showed  the  big- 
gest increase,  jumping  from  $121,- 
831,000  in  1961  to  $153,753,000. 

Four  stations  in  Kansas  have  banded 
together  to  form  a  regional  network 
which  will  also  be  affiliated  with 
CBS  TV. 

Involved     are:      KTVH,      Wichita- 


Hutchinson,  KTVC,  Ensign,  KAYS- 
TV,  Hays,  and  KWHT-TV,  Goodland. 

Network  coverage  will  include  66 
Kansas  counties,  6  Colorado  coun- 
ties, three  Oklahoma  counties  and 
two  counties  in  Texas  for  a  total 
of  77  counties. 

Blair  Tv  Associates  will  rep  the 
Kansas  Broadcasting  System  na- 
tionally. 


Gene  Wilkin,  general  manager  c. 
WGAN-TV,  Portland,  Me.,  thinks  that 
if  some  of  the  more  voluble  critics 
of  tv  had  their  way  the  viewer  would 
be  denied  the  freedom  of  program 
choice. 

Wilkin  said  so  in  a  talk  before  the 
Sanford,  Me.,  Kiwanis  Club.  He  pre- 
ferred, he  told  the  club,  "responsible 
individualism,"  which  he  described 
as  the  "happy  marriage  of  enterprise, 
initiative,  and  action  for  the  com- 
mon good." 

Another  step  has  been  made  in  the 
campaign  to  break  down  the  bar- 
riers against  broadcast  coverage  of 
Senate   proceedings. 

This  latest  comes  from  Sen.  Jacob 
K.  Javits  (R-N.Y.),  who  introduced  a 
resolution  which  would  give  the 
Senate  Rules  Committee  authority  to 
allow  broadcast  coverage  of  Senate 
proceedings. 


There's  an  attractive  brochure  called 
"Special!"  being  circulated  by  the 
tv  stations  division  of  CBS  TV  which 
documents  public  service  efforts  by 
the  five  stations. 

The  pictorial  review  of  programs 
points  out  the  importance,  in  addi- 
tion to  rating  points,  of  the  stations' 
image  in  the  local   community. 

Business  note:  A  one-day  meeting  of 
the  five  program  directors  of  the 
CBS  TV  o&o's  devoted  to  the  dis- 
cussion of  plans  for  the  "Repertoire 
Workshop"  will  be  held  at  New 
York's  St.  Regis  Hotel  on  13  Sep- 
tember. 

Social  note:  Twenty-one  radio  and  tv 
broadcasters  from  around  the  world, 
in  Washington,  D.  C.  to  participate 
in  the  1962  International  Broadcast 
Seminar,    were    the   guests    of   The 


62 


SPONSOR 


3   SEPTEMBER 


broadcasters  Club  of  Washington  at 

I  reception  and  buffet  on  30  August. 

'EOPLE  ON  THE  MOVE:  Walter  J. 
lothschild  from  manager  of  WTAD, 
Juincy,  and  KHQA-TV,  Hannibal,  to 
iresiaent  and  general  manager  of 
.ee  Radio  and  Tv  .  .  .  Gordon  Grant 
o  account  executive  at  WABC-TV, 
<iew  York  .  .  .  Penny  McCausland  to 
iromotion  staff  at  WFLA-TV,  Tampa- 
.t.  Petersburg  .  .  .  Frederick  M. 
spy  to  sales  service  coordinator  at 
vlvvD,  Dayton  .  .  .  Dan  W.  Shields 
rom  tv  executive  with  NAB  to  execu- 
te assistant  to  the  president  of 
he  Steinman  Stations,  Lancaster, 
Pa.  .  .  .  Harry  Moses  to  director  of 
:romotion  and  advertising  at  WTTG- 
V,  Washington,  D.  C.  .  .  .  L.  Walton 
imith  to  manager  of  promotion  and 
>ublic  relations  for  WOKR,  Roches- 
ier.  .  .  .  George  U.  Lyons  to  general 
ales  manager  of  WJW-TV,  Cleve- 
and  .  .  .  Jack  Trustman  to  promo- 
;ion  manager  of  KOLD-TV,  Tucson. 

Radio  Stations 

"he  oaiaDan  stations  point  out  that 
hey  have  become  the  breeding 
;round  for  quite  a  number  of  radio's 
;merging  personalities  and  execu- 
tes. 
Among  the  prominent  alumni: 
)ick  Clayton,  now  at  WINS,  New 
'ork;  Gary  Owens,  now  at  KFWB, 
(.os  Angeles;  Roger  Barkley,  now  pro- 
gram director  at  KLAC,  Los  Angeles; 
,)an  Ingram  and  Sam  Holman,  both 
it  WABC,  New  York;  Jack  Carney 
jiow  at  KFSO,  San  Francisco;  and 
Vlort  Crowley  and  Clark  Weber,  at 
!VLS,  Chicago. 

deas  at  work: 

WMT,  Cedar  Rapids,  is  holding  a 
iold  Rush  contest  and  is  present- 
ng  gold  shovels  to  its  weekly  win- 
lers  (each  of  the  station's  sponsors 
•elects  a  winner  from  its  regis- 
rants).  At  "dig  off"  time,  every  gold 
ush  winner  will  go  to  his  assigned 
)lot  on  a  field  and  dig  for  his  prize. 

KXOL,  Fort  Worth,  locked  up  one 
>f  its  disc  jockeys  in  a  zoo  cage 
o  promote  interest  in  the  UA  movie, 
Bird  Man  of  Alcatraz,"  scheduled  to 
)e  shown  at  a  local  theater. 

I'ONSOR      •      3    SEPTEMBER    1962 


Children  busy  throwing  snowballs 
last  month  were  participating  in  a 
WEBB,  Baltimore,  Summer  Snow- 
ball Jamboree.  The  snowballs  had 
been  kept  in  storage  since  last 
winter  when  the  station  had  paid 
youngsters  a  penny  a  piece  for  all 
the  snowballs  they  could  make. 

Winner  of  a  current  KHJ,  Los 
Angeles,  contest  might  be  the  best- 
dressed  radio  listener  on  the  west 
coast.  Prize  of  the  giveaway,  run  in 
conjunction  with  Bullocks  Depart- 
ment store,  Reader's  Digest  and 
D'Arcy:  a  chance  to  spend  $1,000  at 
Bullock's  and  lunch  at  the  Brown 
Derby  with  station  personality  Walter 
O'Keefe. 

Here  and  there:  A  new  Dick  Clark 
Show,  individually  produced  to  fit 
the  programing  needs  of  the  fran- 
chised  station,  will  soon  be  available. 
The  two-hour  radio  show  will  be  pro- 
duced and  distributed  by  Dick 
Clark  Radio  Productions  and  Mars 
Broadcasting,  Inc.  of  Stamford, 
Conn.  .  .  WNEW,  New  York,  has  some 
data    to    document    the    audience- 


drawing  power  of  radio:  in  response 
to  an  announcement  made  on  the 
air  by  William  B.  Williams  that  he 
would  take  three  couples  (selected 
by  drawing)  to  Atlantic  City  for  an 
evening  with  Frank  Sinatra  at  the 
"500"  Club,  some  44,000  post  cards 
came  in  within  two  days.  .  .  .  Newest 
subscriber  to  Pulse  "face-to-face" 
audience  research  is  J.  Walter 
Thompson. 

PEOPLE  ON  THE  MOVE:  Howard  W. 
Meagle  to  general  sales  manager  of 
WWVA,  Wheeling,  replacing  Andrew 
F.  Hofmann  who  resigned  .  .  .  Wil- 
liam A.  Meyer  to  sales  promotion  di- 
rector of  WIP,  Philadelphia,  replac- 
ing Arnold  Katinsky  who  was  ap- 
pointed promotion  director  of  Metro 
Broadcast  Sales,  New  York  .  .  . 
Arthur  Weill  to  WABC,  New  York  as 
account  executive  .  .  .  Gordon  Hink- 
ley  to  assistant  program  manager 
for  WTMJ,  Milwaukee  .  .  .  Chuck 
Breece  to  program  executive  and 
disc  jockey  at  WAVI,  Dayton,  from 
WFBM,  Indianapolis  .  .  .  Fred  Webb, 
national  sales  manager  for  all  Wal- 


KFMB  RADIO  is  your  big  voice  in  the  better 
part  of  Southern  California.  According  to 
Pulse  and  Nielsen  KFMB  delivers  more  adult 
audience  morning  and  evening  than  any 
other  station! 


KFMB 
RADIO 

SAN  DIEGO 


AxmiC&ntZn&nt  JdleiHAi&tv  C^yo»ia&9fv 


Represented  by 


n  *  -   >    h  •..    >|    i 


o  i  k  a  O 


Symbol   Of 

Serv.ce  380    MADISON    AVENUE 


NEW    YORK    17.  NEW   YORK 


63 


ton  Radio  stations,  to  take  charge  of 
the  southeastern  area  .  .  .  Joel 
Yowell  to  sales  manager  for  KRYS, 
Corpus  Christi,  from  KGBT  (TV  & 
AM),  Harimgen  ...  Lee  C.  Hanson 
to  general  sales  manager  of  WSAI 
(AM  &  FM),  Cincinnati,  from  Mac- 
Manus,  John  &  Adams,  Michigan 
. . .  Thomas  C.  Flynn  to  general  man- 
ager of  KBEE,  Modesto,  from  KERN, 
Bakersfield,  where  he  II  be  replaced 
by  James  Tnompson  .  .  .  Peggy 
Fisher  to  sales  promotion  director 
ot  KMPC,  Los  angeles  .  .  .  Dick  Bas- 
singer  and  sue  Spence  to  account 
executives  at  WFNL,  Augusta  .  .  . 
Robert  J.  Pivec  and  Walter  T.  Smith 
to  account  executives  at  WFBR, 
Baltimore  .  .  .  Thorn  Robertson  to 
sales  manager  tor  WMEX,  Boston 
.  .  .  George  R.  Titus  to  director  of 
sales  development  of  WTOP,  Wash- 
ington, D.  C.  .  .  Richard  Newton  to 
director  of  public  relations  at  WIND, 
Chicago  .  .  .  Harry  H.  Averill  has  re- 
signed as  national  sales  director  of 
the  Bartell  group.  .  .  .  H.  Stillwell 
Brown  to  regional  manager  of  QXR 
Network  .  .  .  Paul  Brenner  to  pro- 
gram director,  Sid  Sirulnik  to  opera- 
tions director,  and  Norman  Roslin 
to  director  of  music  at  WJRZ, 
Newark. 

Kudos:  Nathan  Safir,  vice  president 
and  general  manager  of  KCOR,  San 
Antonio,  has  been  appointed  to  the 
Foreign  Relations  Committee  of  the 
San  Antonio  Chamber  of  Commerce. 

Retirement:    E.    B.    (Ward)    Landon, 

studio  engineering  supervisor  for 
KDKA,  Pittsburgh,  retired  from  the 
station  on  31  August.  He  joined 
KDKA  in  1921  when  radio  was  in  its 
infancy. 

Networks 

ABU  TV  has  picked  up  three  addi- 
tional primary  affiliates,  all  new  sta- 
tions about  to  sign  on  the  air. 

First  to  debut  will  be  WLOX-TV, 
Biloxi,  Miss.,  which  begins  broad- 
casting a  week  from  today  as  the 
city's  only  tv  station. 

On  1  November,  WIIM-TV,  the  new 
third  station  in  Grand  Rapids  joins 
the  ABC  TV  lineup  and  finally,  the 
third  Providence,  R.  I.  outlet,  WTEV, 


64 


joins    the    network    on    its    kick-off 
date,   1  January. 

A  few  weeks  previous,  the  network 
added  primary  affiliates  in  Rochester, 
N.  Y.,  and  Syracuse,  N.  Y. 

TV  sales:  Kemper  Insurance  will 
sponsor  the  "ABC  Evening  Report" 
one  nignt  a  week,  on  alternate 
Wednesdays  and  Fridays,  starting  1/ 
uctooer  .  .  .  Participations  on  Ntsu 
IV  s  new  full-nour  series  tor  cnil- 
dren,  "Exploring,"  to  Kraft  Foods... 
Bulova  (bSC&B)  will  participate  in 
nine  ABC  TV  nighttime  programs  as 
part  ot  a  special  two-month  cam- 
paign througn  NovemDer  and  Decem- 
ber. 

Across  the  border:  "The  Garry  Moore 
Show"  will  be  seen  throughout 
Canada  this  coming  season  on  the 
CBC  network,  compliments  of  Kraft 
Foods  Ltd.  (Needham,  Louis  & 
Brorby  of  Canada  Ltd.). 

PEOPLE  ON  THE  MOVE:  Arthur 
Platzman  to  sales  presentation  writer 
for  ABC  TV  .  .  .  Robert  T.  Goldman 
to  assistant  to  the  president  of  ABC 
TV  o&os  .  .  Alfred  Di  Giovanni  to 
account  executive  in  the  CBS  TV 
sales  department  .  .  .  Lawrence  K. 
Grossman  to  director,  national  ad- 
vertising and  promotion  of  NBC. 

Representatives 

Here's  a  mental  note  from  the  John 
E.  Pearson  Co.:  stations  are  guilty 
of  too-common  a  psychological  error 
in  relation  to  rate  structures. 

A  review  of  spot  package  plans 
and  discount  structures  suggests, 
says  the  rep  firm,  that  broadcasters 
mentally  write  off  weekends  as  a 
hopeless  commercial  case.  The  ana- 
lyst points  to  package  rates  based 
on  multiples  of  five  and  discount 
structures  based  on  six. 

Pearson's  prognosis:  it  might  take 
some  convincing  to  divert  time- 
buyers  from  habitual  thinking  pat- 
terns on  this  score  but  some  good 
therapy  would  be  the  development 
of  spot  packages  on  the  basis  of 
multiples  of  seven. 


Rep  appointments:  WGES,  Chicago 
to  H-R  for  national  sales  .  .  .  WKMI, 
Kalamazoo,  to  Meeker  Company  for 
national  sales  .  .  .  WTEV,  Providence 
to  H-R  Television  for  national  sales 
.  .  .  WGHQ,  Kingston  to  Mort  Bas- 
sett  &  Co.  as  special  representative 
national  sales. 

Film 

Ziv-ua  nas  renewea  tor  tne  second 
year  a  special  campaign  with  Hartz 
Mountain  Products  (George  H.  Hart- 
man). 

As  last  year,  the  contract  is  for 
the  top  11  markets  in  the  country. 
Depending  on  the  client's  budget, 
one  or  two  pre-selected  Ziv-UA  pro- 
grams will  be  telecast  in  each  mar- 
ket starting  October. 

Already  renewed  tor  a  second  year 
are  WPIX,  New  York,  KDKA-TV,  Pitts- 
burgh, and  WHDH-TV,   Boston. 


Sales:  Allied  Artists  Tv's  Cavalcade 
of  the  60's— Group  II  Features  to 
WHEN-TV,  Syracuse,  KGUN-TV,  Tuc- 
son, WPRO-TV,  Providence,  WOKR- 
TV,  Rochester,  WSAV-TV,  Savannah 
.  .  .  ITC's  new  documentary  series, 
"Sea  War,"  to  WPIX,  New  York,  for 
a  6  September  start. 


PEOPLE  ON  THE  MOVE:  William  P. 
Andrews,  who  has  been  handling 
roving  sales  assignments  from  War- 
ner Bros,  television  division  offices 
in  New  York,  to  western  district  sales 
manager  .  .  .  Selwyn  (Sully)  Ginsler 
to  Canadian  sales  director  for  Seven 
Arts  Production  Ltd.  .  .  .  Walt  Niel- 
son  returns  to  Dallas  to  head  an  ex- 
panded Custom  Commercial  depart- 
ment at  Commercial  Recording  .  .  . 
Leonard  Lightstone  to  executive 
president  of  Embassy  Pictures  Corp. 
.  .  .  Lester  Tobias  from  Seven  Arts' 
Los  Angeles  sales  division  to  the 
New  York  home  office  and  Alden 
Adolph  to  western  division  account 
executive  .  .  .  George  C.  Dietrich,  Jr. 
to  account  executive  for  the  western 
division  for  NTA. 

Public  Service 

WCCC  (AM  &  FM),  Hartford  is  busy 
aiding  listeners  who  want  to  check 


SPONSOR 


3    SEPTEMBER    1962 


their  Social  Security  accounts. 

Those  who  write  to  the  station  for 
verification  of  earnings,  receive 
forms  from  the  local  social  security 
office,  which  enable  them  to  get 
complete  statements  from  national 
headquarters  in  Baltimore. 

Public  service  in  action: 

KWK,  St.  Louis,  "Focus:  Educa- 
tion" salutes  Missouri  colleges  and 
universities  at  the  start  of  this 
month.  Featured  on  these  30-minute 
shows  are  comments  from  alumni 
and  the  colleges'  presidents,  and 
music  by  the  school's  choral  groups. 

Eighty-six  candidates  for  public 
office  have  been  given  the  opportuni- 
ty to  express  their  views  on  the  KMO, 
Tacoma,  show  "Political  Platform." 
Each  candidate  was  allowed  to  sub- 
mit a  statement  of  100  words  for 
airing  by  a  station  staff  announcer 
or  call  the  news  room  and  record  his 
own  statement  to  be  broadcast  dur- 
ing a  two-week  period  prior  to  the 
elections  on    11   September. 

Kudos:  KRON-TV,  San  Francisco, 
won  the  gold  medal  top  award  for 
its  weekly  Bay  Region  series  in  the 
California  State  Fair  competition 
.  .  .  Earl  Sargent,  farm  service  di- 
rector of  KWFT,  Wichita  Falls,  won 
the  "Oscar  in  Agriculture"  award  of 
the  DeKalb  Agricultural  Association 
.  .  .  KMSP-TV,  Minneapolis,  was 
awarded  a  special  citation  by  the 
Minnesota  Council  of  Churches  for 
its  "Chapel  of  the  Air"  .  .  .  John 
F.  Hurlbut,  president  and  general 
manager  of  WVMC,  Mt.  Carmel,  III., 
has  been  presented  with  a  plaque 
of  appreciation  by  the  school  board 
of  Wabash  Community  for  his  sta- 
tion's role  in  publicity  for  a  local 
bond  issue  .  .  .  E.  R.  Vadeboncoeur, 
president  of  WSYR-TV,  Syracuse,  has 
been  named  to  the  Educational  Tele- 
vision Council  of  Onondaga  County 
.  .  .  Joe  Dolan,  newscaster  for  KHJ, 
Los  Angeles,  was  honored  by  the 
American  Cancer  Society  for  aiding 
the  organization  on  the  air  and  also 
exposing  cancer  quackery  .  .  .  Frede- 
rick S.  Houwink,  vice  president  and 
general  manager  of  WMAL  (AM  & 
TV),    Washington,    D.   C,    has    been 

SPONSOR      •      3   SEPTEMBER    1962 


appointed  tv  chairman  of  the  1962- 
63  United  Givers  Fund  Campaign 
for  Washington,  D.  C.  .  .  .  WWJ-TV, 
Detroit,  "Weekend"  and  "Michigan 
Outdoors"  were  honored  by  the 
Michigan  Tourists  Council  for  pro- 
moting the  use  of  the  state's  recrea- 
tional facilities  . .  .  Taft  Broadcasting 
received  the  United  States  Treasury's 
highest  performance  award  for  its 
role  in  the  Freedom  Bond  Drive  .  .  . 
WHEC  (AM  &  FM),  Rochester,  was 
a  recipient  of  the  U.  S.  Treasury's 
Savings  Bonds  award. 

Station  Transactions 

WGAL  Television,  wholly-owned  sub- 
sidiary of  the  Steinman  operation, 
publisher  and  broadcaster,  has 
agreed  to  purchase  KOAT-TV,  Albu- 
querque, and  KVOA-TV,  Tucson, 
from  Alvarado  Television  for  $3,- 
250,000. 

Alvarado  is  headed  by  Clinton  D. 
McKinnon,  president  and  40%  stock- 
holder. Other  stockholders,  each 
selling  his  20%  interest  to  Stein- 
man, are  Arthur  A.  Desser,  Harold 
B.  Garfield,  and  Bernard  Weinberg. 

Clair  McCollough,  president  and 
general  manager  of  WGAL  Television 
and  NAB  Board  Chairman,  will  su- 
pervise the  new  operations  through 
resident  managers. 

The   transaction,   subject   to   FCC 


approval  and  handled  by  Blackburn, 
gives  Steinman  three  vhf  and  six 
am  stations. 

Power  increase  sought:  WBT  (FM), 
Charlotte,  has  applied  for  permis- 
sion from  the  FCC  to  increase  its 
maximum  power  to  100  kw.  The  sta- 
tion, which  signed  on  the  air  15  Au- 
gust, is  currently  operating  at  4.3 
kw. 

New  tower:  KTVH,  Wichita-Hutchin- 
son, will  construct  a  new  1503  foot 
tv  transmitting  tower  in  addition  to 
a  new  transmitting  plant,  which  will 
provide  up  to  three  times  greater 
signal  strength  in  the  present  view 
ing  area  and  facilitate  expandec 
coverage  as  well. 

Equipment 

The  EIA  has  presented  the  FCC 
with  industry  recommendations  for 
minimum  technical  standards  for 
all-channel  tv  sets. 

Among  the  recommendations: 

#  The  receiver  shall  be  capable 
of  receiving  any  uhf  channel  with 
a  noise  figure  not  to  exceed  18  db. 

•  For  any  given  receiver  the  aver- 
age of  the  limits  of  sensitivity  of  the 
uhf  channels  shall  not  be  more  than 
8  db  below  the  average  of  the  sensi- 
tivity of  the  vhf  channels.  ^ 


Outstanding  exclusive  broadcast  properties 


Long    established    full-timer   in   a   top   ranking 
market.  Exceptional  earnings  record  and  real 
estate.    \H    cash    required,   hut   price   includes 
1150,000  net  quick. 

NEW   ENGLAND 

$350,000 

This    profitable    da\time     facility     services    an 
important    chemical    and    oil    center.    Offers    a 
Liberal  payout  after  a  down  payment  "t  29 

TEXAS 

$225,000 

BLACKBURN  &  Company,  Inc. 

RADIO  •  TV  •  NEWSPAPER  BROKERS 
NEGOTIATIONS  •  FINANCING  •  APPRAISALS 

WASHINGTON,  D.  C.     CHICAGO                       ATLANTA                       BEVERLY  HILLS 

lames  W.   Blackburn        H.   W.   Cassill                   Clifford  B.  Marshall        Colin    M     Sclph 
jack   V.    Harvey                 William    B.    Ryan               Stanley   Whitaker             C.  Bennett  Larson 
Joseph    M.   Sitrick             Hut    Jackson                           .      r    „_„,                     Bank  of  America  Bldg. 
Cerard   F.   Hurley             333  N.  Michigan  Ave.    |ohn  °-  Williams             9465  w,lshire  Blvd. 
RCA   Building                   Chicago.   Illinois              "02   Healey   Bldg.           Beverly   Hills.   Calif. 
FEderal   3-9270                  Financial   6-6460              |Ackson   5-1576               CRcstview-t-8151 

65 


h¥% 


•"•^Hfc*"  '  s«y-  > 


THE  TWO  F 


ADVERTISING 


It's  one  of  the  enigmas  of  the  human  mind  that  most  men 

who  sell  advertising  do  not  "buy"  their  own  philosophies.  They  have  another 

face  for  this  occasion. 

Tho  there  are  exceptions,  of  course,  (and  we  number  some  of  them  among 
our  clients)  the  broadcast  industry,  as  a  whole,  is  a  perfect  case  in  point.  Last  year 
it  "sold"  over  $2,200,000,000  worth  of  radio  and  tv  time.  It  "bought"  an 
estimated  7-million  dollars  worth  of  trade  paper  advertising;  an  expenditure  of 
about  one-third  of  one  percent  of  total  sales.  It  may  have  matched  that 
expenditure  for  local  advertising— bringing  the  grand  total  up  to 
two-thirds  of  one  percent. 

It  advocates  the  concept  that  industry  should  allocate  three  to  five  percent 
for  promotion  but  it  "buys"  about  20%  of  what  it  "sells". 

We  wonder  what  would  happen  to  the  broadcast  industry,  itself,  if  other 
industries  used  their  ratio.  Thank  Heaven  it's  not  likely. 

But  more  important— we  wonder  why  more  broadcasters  do  not  realize 
that  if  they  can  do  so  well  with  so  little,  what  an  enormous  potential  there 
actually  is  out  there— and  what  successes  might  be  achieved  if  the 
industry  "really  believed"  in  advertising  and  allocated  the  same  budget  for 
themselves  that  they  so  loudly  proclaim  for  others. 

The  stakes  are  a  piece  of  $10,000,000,000  (ten-billion)  more  American  dollars. 


JAY    VICTOR    &    ASSOCIATES,    NEWARK,    NEW   JERSEY 


ffllllllllllllllllllllllllllllllllllllllllllllllllllllllllM 

WHAT  ARE 
YOUR 

PHOTO 

REQUIREMENTS? 

iiiiiimiiiiiiiiiiiiiiiiiiii 


"HADIBUTKNOWN" 

Vv  hen  we  show  a  prospective  client 
just  a  few  samples  of  our  publicity 
photography,  he  more-than-likely  ex- 
claims, "Hadibutknownt"  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  1  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  lew  samples 
of  our  work? 


BAKALAR-COSMO 

PHOTOGRAPHERS 

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


"J    2  j*l  ■ i    1  "u ,  CL  -  CD 


SMAKERS 


Joseph  J.  Bernard  has  been  appointed 
general  manager  of  KFWB,  Los  Angeles. 
He  brings  a  wealth  of  experience  to  this 
new  post,  having  been  in  the  broadcasting 
industry  for  more  than  25  years.  Formerly, 
he  was  vice  president  and  general  man- 
ager of  KTVI,  St.  Louis.  Before  that  lie 
held  such  positions  as  vice  president  and 
general  manager  of  WGR  (AM  &  TV), 
Buffalo,  was  a  member  of  the  board  of  directors  of  NAB  and  of  the 
board  of  governors  of  ABC  TV  Stations  Affiliates  Association. 


Bert  Cowlan  has  been  named  to  the  new 
post  of  director  of  community  relations  for 
WINS,  New  York.  A  member  of  the  WBC 
program  board  for  the  past  two  years,  he 
has  produced  radio  and  tv  public  service 
and  educational  programs.  Prior  to  his 
affiliation  with  Westinghouse.  Cowlan  was 
vice  president  and  general  manager  of 
WBAI  (FM),  New  York,  from  1958  to 
1960.  During  the  preceding  10  years,  he  worked 
announcer  for  the  major  networks. 


as  a  radio  actor  and 


E.  Jonny  Craff  has  been  elected  vice  presi- 
dent in  charge  of  syndication  sales  for  In- 
dependent Television  Corp.  He  conies  to 
his  present  post  from  NTA  where  he  was 
vice  president;  he  directed  that  company  s 
midwest  sales  office  for  five  years  and  in 
1959  went  to  New  York  to  head  its  feature 
film  division.  In  1961  he  took  over  man- 
agement of  WNTA-TV,  Newark.  Prior  to 
NTA,  he  was  vice  president  and  sales  manager  for  Snader  Telescrip- 
lions  and   program  and   production  head   of  \\  BkB-TY.  Chicago. 

George  W.  Givens  is  the  new  radio-tv  di- 
rector  at  Daniel  F.  Sullhan.  Boston:  lie 
will  also  serve  as  a  member  of  the  agency's 
plan<  hoard.  In  1947  he  was  affiliated  with 
WG^  a.,d\\  RGB-TV, both  in  Schenectadj  ; 
the  Following  year  he  was  named  promo- 
lion  manager  for  these  stations.  Joining 
k>  \\  .  Philadelphia  two  years  later,  he  was 
responsible  For  establishing  the  first  net- 
work of  stations  comprised  -«d«d\  of  the  Westinghouse  outlets 
transfei  red  to  W  I!/.  Boston  in   1957. 


68 


sn>\soi; 


3  ski-umber  1962 


frank  talk  to  buyers  of 

air  media  facilities 


The  seller's  viewpoint 


"The  presentation  oj  local,  live  sports  (utilities,  especially  bowling,  is  not 
onl\  wholesome  and  thoroughly  in  the  public  interest,  hut  can  he  exceedingly 
popular  and  commercially  successful  programing"  says  Bert  Cluster. 
Cluster,  who  perhaps  is  best  known  as  creator  and  producer  of  "Rompei 
Room."  which  is  syndicated  live  to  cities  in  the  I  nited  States.  Canada  ami 
Puerto  Rico,  has  long  been  an  outstanding  advocate  oj  local  live  television. 
Lesser  known  perhaps,  hut  equally  strong,  is  his  devotion  to  sports,  espe- 
cially holding. 


Local  live  sports  can  be  an  answer  to  programing  problems 


losl  station  men  that  I  speak  to  would  infinitely  prefer 
to  program  local  live  material  than  film  shows  which  come 
out  of  cans.  Then' s  nothing  like  local  live  programing 
to  provide  the  station  with  true  community  integration. 
they  agree.  Local  live  enables  the  station  to  participate  in 
the  daily  lives  of  the  station  s  viewers;  it  involves  the  sta- 
tion more  intimately  with  viewer  activities.  Local  live  pro- 
grams often  ina\  be  formalK  classified  as  public  service. 
Most  offer  tangible  community  benefits. 

However,  main  station  men  that  1  speak  to  believe  that 
most  often  syndicated  and  network  film  shows  gel  higher 
ratings  and  more  sponsors  than  local  live  offerings.  This 
ma)  he  true,  general!)  -peaking,  but  there  are  some  ver) 
notable  exceptions. 

In  m\  observation,  local  live  shows  can  oftentimes  out- 
diaw  ever)  other  show  in  the  market  when  t\  utilizes  the 
following:  ll  local  identification  and  communis  interest: 
and  2  i  entertainment  values  in  which  some  t\  pe  of  skill  and 
suspense  are  involved;  and  3)  a  skill  both  men  and  women 
are  familiar  with  through  personal  participation.  Most 
-ports  -how-  meet  the  fir-t  two  requirements,  but  do  not 
fulfill  the  third.  Local  bowling  shows,  more  than  any  other 
type  of  participation,  seem  to  best  fit  this  requirement. 

On  my  experience,  local  live  bowling  shows  can  provide 
high  rated,  commercial!)  successful  programing,  which. 
in  addition,  can  build  up  the  stations  image  as  a  coinmu- 
nit)  leader,  [here  are  mam  reasons  for  this.  Presentlv. 
more  than  2!!  million  Americans  think,  talk,  live  and 
dream  bowling.  Bowlers  -pent  ten  times  as  much  on  their 
favorite  sport  as  was  collected  b)  major  league  baseball  in 
gate  receipts.  Bowling  now  involves  men.  women  and  chil- 
dren of  all  age-.  No  one  is  too  young  or  too  old  to  enjoy 
bowling,  and  it  is  the  one  sport  that  holds  interest  from 
childhood,  through  youth,  through  the  middle  and  older 
ages. 


Baltimore  has  always  been  a  major  -ports  center  and  a 
hot  bed  of  bowling.  One  of  the  first  local  live  bowling 
-how-  was  Duck  Pins  and  Dollars,  which  was  sponsored  bv 
(iunther  Brewing  Loinpanv  for  -even  vears  on  \\B\L. 
I  hi-  show  has  now  gone  down  in  history,  but  the  same 
-taiion  has  programed  Strikes  n  Scares  for  the  past  five 
consecutive  years.  During  this  entire  period,  it  has  been 
sponsored  without  break — not  even  for  a  summer  hiatus 
l>v  the  National  Brewing  Company.  The  half-hour  weeklv 
-how  (Thursdays  at  8:00  p.m.)  generall)  leads  it-  time 
period,  and  ratings  of  2-~J  are  not  unusual. 

Pin  Busters,  a  bowling  -how  which  feature-  small  fry 
and  teenage  competitors,  has  also  been  on  the  air  for  five 
vears.  This  show  is  now  seen  in  23  major  markets. 
Although  its  format  i-  syndicated,  il  i-  Irulv  local  live  in 
each  cits.  I  hi-  -how.  too,  take-  the  measure  ol  its  comp- 
etition. In  Baltimore  where  there  i-  a  waiting  li-t  of 
sponsors,  it  is  generall)  first,  or  a  close  second,  in  it-  6:15 
to  7:15  p.m.  time  slot,  often  achieving  ratings  as 
high  as  22.6.  On  KREM-TN  Spokane,  the  -how  hit  ..  25.4 
in  its  Saturda)  7:00-8:00  p.m.  slot.  \n  unusual  phenome- 
non of  this  show  i-  that  although  its  competitors  are  from 
in  to  li;  vear-  old.  there  i-  a  i>7' ,  adult  share  of  audiem  e, 
nationally,  and  the  -how  has  met  with  intense  sponsoi 
interest. 

\\  hat  do  station  managers  think?  Seven  stations  a<  ross 
the  countr)  have  found  it  profitable  to  make  complete 
installations  of  Brunswick  bowling  lane-  on  the  -tudio 
premises. 

The  bowling  indu-irv  itself  recognizes  the  contribution 
of  local  live  tv  bowling  to  building  the  sport.  I  dmund  I  . 
Iloev.  executive  vice  president  of  Fair  Lane-.  In...  the 
largest  chain  of  bowling  centers  in  the  world,  says:  "The 
iv  -how  Pin  Busters  has  played  an  important  role  in  the 
development  of  the  junior  howling   program."  ^ 


SPONSOR      •      3    SEPTEMBER    1962 


69 


SPONSOR 


Let's  do  something  about  radio  data 

With  this  is>ue  we  are  presenting  (page  34)  part  two  of  a 
special  feature  on  "Where  Are  Radio's  Sales  Figures?" 

If  you  have  read  this  study  carefully,  and  we  urge  that 
every  friend  oi  radio  do  so,  we're  certain  you  have  come  to 
the  same  conclusions  we  have:  1)  spot  radio  is  being  shock- 
ingly penalized  by  the  lack  of  adequate  data  on  sales  by 
markets,  industries,  companies,  and  brands,  and  2)  action  is 
needed  now  to  correct  this  unhappy  situation. 

Radio's  data  problem  is  not  easy  to  solve.  But  it  is  by  no 
means  unsolvable.  As  our  story  this  week  clearly  shows, 
there  are  existing  organizations  which  could  be  employed  to 
take  over  radio's  fact-gathering  job.  And  the  expense  would 
be  less  than  is  generally  imagined. 

Undoubtedly  the  project  should  be  started  in  a  modest 
and  realistic  way,  and  refinements  worked  out  as  progress 
is  made.     But  what's  needed  most  of  all  is  a  start. 

We  call  on  the  RAB,  the  SRA,  and  the  NAB  to  put  tlii- 
matter  on  their  agendas  immediately. 

SPONSOR  -tands  ready  to  help  in  every  possible  way.  We 
will  be  glad  to  consult  with  radio  leaders,  to  offer  sugges- 
tions, based  on  our  knowledge  of  the  field,  and  assist  in  pub- 
licizing a  vigorous  industry  effort. 

But  we  repeat — what  radio  needs  is  action  and  action  now. 
Let's  get  going  before  it  is  too  late. 

SPONSOR'S  new  fall  dress 

Next  week  you'll  see  some  changes  in  SPONSOR — changes 
in  style,  format,  type-faces,  and  design.  We  think  you're 
lining  to  like  them. 

Our  purpose  in  making  these  changes  is  not  to  engage  in 
a  lot  of  nonsensical  razzle-dazzle,  and  hoopla  window  dress- 
ing. On  the  contrary,  the  changes  are  designed  solely  to 
make  sponsor  even  crisper,  brighter,  and  easier  to  read. 

You'll  see  the  same  popular  features,  departments,  col- 
umns and  other  popular  sponsor  items,  dressed  up  in  a  new 
fall  outfit  which  we  think  has  style,  class,  and  youthful  vigor. 

Come  Labor  Day,  it  always  makes  sense  to  smarten  up. 
brighten  tip  and  gel  ready  for  the  new  season. 

That's  what  we're  doing.    See  you  next  week.  ^ 


lO-SECOND  SPOTS 

Eau  de  vie:  About  two  weeks  ago, 
at  the  conclusion  of  Jackie  Gleason's 
country-wide  tour  in  a  private  rail- 
road car,  CBS  threw-  a  party  for  The 
Great  One  in  the  basement  of  Toots 
Shor's  saloon  to  herald  the  comedi- 
an's new  fall  tv  show  on  the  network. 
Many  of  the  guests  were  advert ising 
men  and  executives  of  companies 
which  will  sponsor  the  show.  To- 
ward the  shank  of  the  evening,  two 
of  the  former  group  were  overheard 
at  the  bar  discussing  how  well  Glea- 
soii  looked,  considering  the  rigorous 
aspects  of  the  trip. 

"That's  not  surpri>inp.  one  said. 
"He  told  me  he  was  getting  blood 
transfusions  everyday." 

"Transfusions?"  questioned  the 
other.    "What's  his  blood  type." 

"\  ( ).'"  was  the  snapper. 

Duty:  Phil  Stone  of  CHUM  radio, 
Toronto,  says  he  favors  lifeguards 
who  are  in  the  swim  of  things. 

Mistaken  identity:  Jack  Sterling, 
on  his  WCBS  radio  program,  recent- 
ly told  about  the  grizzly  bear  which 
escaped  from  a  zoo  and  wandered  in- 
to a  local  tavern.  Nobody  in  the 
place  seemed  to  notice  ver\  much  un- 
til one  of  the  customers,  getting  into 
a  ver)  friendl)  mood,  put  his  arm 
around  the  bear's  shoulder.  At  thil 
the  hear  became  annoyed  and  pro- 
ceeded to  pick  the  gent  up  and  throw 
him  right  through  the  door  and  into 
the  street.  The  gu\  picked  himself 
up  and   mumbled: 

"Boy,  you  give  some  dames  a  fur 
coat  and  the)  think  the)  own  the 
world.  ' 

Television:  Our  correspondent  in 
West  Germany  reveals  that  detective 
-hows  are  becoming  more  and  mod 
|io|nilar  there.  The  latest  of  these 
private  eye  programs,  he  disclosed 
is  set  in  southern  Bavaria  and  is 
named  for  the  hero:   Danke  Shame. 

The  end:  \n  office  romance,  which 
had  been  blooming  at  a  certain  net- 
work, came  to  an  end  the  night  of 
the    Gleason    party.     The    gu)     was 

supposed  to  meet  the  gal  there,  but 
he  nevei  showed  up.  On  Monday 
morning  he  began  to  apologize  t" 
her. 

"Oh!"      she     oh'd,      "weren't      \  oil 

there?" 


70 


SPONSOR 


3    SEPTEMHKR    1962 


M 


WMAL-TV 

TV  NEWS  LEADER  IN 
THE  NATION'S  CAPITAL 

INAUGURATES  A  NEW 
CONCEPT  IN  TELEVISION 

NEWS  PROGRAMMING 
FOR  WASHINGTON 

THE  EVENING 


REPORT 


77 


6:30™  7:30  PM 

MONDAY  ™ru  FRIDAY 


A  complete  hour-long  report  of  all  the  day's 
news,  compiled  by  Washington's  largest,  most 
experienced  and  best  equipped   local  radio- 
television  News  staff.   Its  facilities  include  6 
radio-camera  equipped  Newswagons,  the  city's 
only  News  Helicopter,  2  World-wide  News 
services,  a  high-speed  film   laboratory  and 
Washington's  first  mobile  VTR  unit  (in  operation 
next  month),   plus  the  ABC  World-wide 
News  staff. 

6:30-6:45  PM-ABC  Evening  Report 
6:45-6:50  PM— Backstage 
6:50-6:55  PM— Business  News 
6:55-7:00  PM— Sports 
7:00-7:15  PM— Area  Round-up  News 

D.  C,  Ml,  &  Va. 
7:15-7:25  PM-Capitol  Report 
7:25-7:30  PM-Weather 

Check  H-R  Television  for  Program 
and  Spot  availabilities 


wmol-tv 

Washington,   D.  C. 

An  Evening  Star  Broadcasting  Company  Station, 
represented  by  H-R  Television,  inc. 


the 

McLendon  station 

for 

Chicago 


effective  immediately  I 

wivw.  the  'winner*  in  ihieaijo. 

with  America's  top  negro  personalities. 

proudly  appoints  n-n  Representatives,  me* 

as  exclusive  national  representatives. 

an  n-it  i  \i/rr\\ station 


RECEIVED 

10 1962 


spoNstm 

HE  WEEKLY  MAGAZINE  RADIO/TV  ADVERTISERS  USE 


10  SEPTEMBER  1962     40c  a  copy  /  $8  a  year 


RESIDUALS— 

FAIR  OR  FOUL 
FOR  TV?    p.  27 

Why  U.S.  Airlines 
need  help  from 
spot  radio      p.  39 


Channel  2  means  BUSINESS! 


Qw  the  S£atid  oi 
cjUfCfo  and  ^oney! 


GREEN     BAY,    WISCONSI 


>j9ur 


% 
''I 


obsolete 


v 


>Lfiur 


"The  new  is  but 
the  old  come  true" 


With  this  issue  you  will  see  a  rather  ex- 
tensive number  of  changes  in  SPONSOR: 
changes  in  styling,  in  typography,  in  art  treat- 
ment and  in  editorial  planning. 

We  think  you're  going  to  like  them.  We 
think  you'll  find  they  make  the  book  even 
brighter,  crisper,  more  readable,  more  modern. 

But  we  want  to  emphasize  that  we  haven't 
made  changes  "just  for  the  sake  of  changes." 
Nor  have  we  attempted  to  project  a  radically 
different  "SPONSOR  image." 

Everything  we've  done  has  been  guided  by 
one  principle-to  make  SPONSOR  even  better 
able  to  fulfill  the  same  unique  mission  we  em- 
barked on  15  years  ago. 

Our  purpose  then,  our  purpose  now,  is  sim- 
ply this:  to  provide  busy  executives  in  the 
field  of  tv  and  radio  advertising  with  com- 
plete, fact-filled,  fast-reading,  up-to-date  dol- 
lars-and-cents  information  about  their  busi- 
ness each  and  every  week. 

Every  change  you  see  in  this  issue  of 
SPONSOR  has  been  made  with  this  in  mind. 
And  you're  going  to  see  many  more  bright 
new  ideas  in  upcoming  issues-all  in  the 
SPONSOR  tradition. 

Keep  watching  for  them! 


^1  PUBLISHER 


1 


Soled  by  Arthur  Godfrey! 


When  it  comes  to  selling  soles  and  heels 
—and  anything  else— nobody  can  fill 
Arthur  Godfrey's  shoes.  One  reason  is 
that  he  does  a  complete  selling  job.  He 
gets  the  whole  sales  force  fired  up,  gets 
retailers  all  over  the  country  to  tie  in 
and  merchandise  your  line,  and  really 
brings  in  the  customers. 

As  Mr.  J.  R  Kelley,  Director  of  Ad- 
vertising for  the  Goodyear  Tire  and 
Rubber  Company,  reported: 

"Radio  played  a  big  part  in  the  suc- 


cessful launching  of  our  Neolite  soles 
and  heels,  some  20  years  ago.  This 
Spring,  we  decided  to  experiment  with 
it  again.  We  wanted  to  reach  the  house- 
wife with  a  specification  story  on  both 
new  shoes  and  shoe  repairs.  We  picked 
Arthur  Godfrey  on  the  CBS  Radio  Net- 
work to  do  it.  From  all  indications- 
consumer  awareness  studies,  sales  force 
reactions,  increased  merchandising  by 
both  manufacturers  and  repairmen— the 
experiment  is  paying  off.  We  are  look- 


ing forward  to  an  even  bigger  pay-off 
[his  Fall." 

In  these  days  of  skyrocketing  adver- 
tising costs  it's  a  pleasant  surprise  to 
discover  how  little  it  costs  to  have  the 
top  salesman  in  broadcasting  selling  for 
you  on  the  radio  network  that  delivers 
the  most  customers  per  commercial 
minute.  Call  your  advertising  agenc\ 
for  costs  and  availability:  and  as  they 
say  about  Neolite— "Step  on  it!" 
THE  CBS  RADIO  NETWORK 


in  6  of  America's  Top  10  Markets 


Sell  big  on  the  chain  that's  big  in  six  of  America's  top  ten  markets, 
plus  one  of  the  South's  richest  areas.  How  big?  RKO  General  sells 
your  product  in  areas  populated  by  over  70  million  consumers. 
And  RKO  General  delivers  the  cream  . . .  puts  you  in  tight 
touch  with  people  who  are  interested  in  your  mes- 
sage and  have  the  buying  power  to  act.  That's 
because  RKO  General  captures  their  interest 
and  wins  their  respect  with  mature  pro- 
gramming that  sets  your  message  in  a 
framework  of  imagination  and  excitement. 
Discover  the  big  new  dimensions  in  sales  on 
America's  biggest,  most  powerful  independent  radio 


and  TV  chain.  Call  your  nearest  RKO  General  Station  or  your 
RKO  General  National  Sales  Division  man. 


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


A  GENERAL  TIRE   ENTERPRISE 


NEW  YORK    WOR-AM    FM/TV 
DETROIT    CKLW-AM    FM    TV 


DACTr^M     WNAC-AM    FM    TV 
DUO  I  Ull     THE   YANKEE    NETWORK 


LOS  ANGELES  khjam  fm  tv 

MEMPHIS    WHBQAM   TV 


SAN  FRANCISCO 


KFRC-AM    FM 


WASHINGTON,  D.C. 


WGMS-AM    FM 


SPONSOR        10  sti-iEMUER    1962 


SPONSOR 


10  SEPTEMBER  1962 

Vol.  16  No.  37 


SPONSOR-WEEK     News  P    11 

Top  of  the  news  p.  11,  12  Advertisers  p.  58  Agencies  p.  59  Associations  p.  60  , 
Tv  stations  p.  60  Radio  stations  p.  64  FM  p.  65  Networks  p.  65  /  Representatives 
p.  66  /   Film  p.  66  /   Public  Service  p.  67  /    nation  transactions  p.  67 


SPONSOR-SCOPE  /  Behind  the  news  P.  15 

COMMERCIAL  COMMENTARY      Newt  V  Barry  P.  22 

KEY  STORIES 

RESIDUALS:  FAIR  OR  FOUL?       I\   commercial  residuals  top  S15  million  a  yeai   to  the  gle< 
dI  actors,  disgruntlemeni  ol  agencies.  r.    c.  I 

TWO  REP  FIRMS  MERGE  AS  VT&M       Venard,    ["orbei    k   McConnell     success »  VR&M 

.iihI   I  \\(.  -to  be  in  top  ten  ol  national  t\    radio  station  representativi  s  P.    ol 

NEW  FACES  IN  NBC  PROGRAM  POSTS  /   Interviews  with   |cn\  Chester,  Gram    I  inker,  and 
Ed   Friendly.  What  then   new    positions  mean   to  NBC  programing.  P.    32 

IF  HOLLYWOOD  DID  "THE  FCC  STORY"       \  humorous  view   ol  whai   would  happen  il   the 
moviemakers  ever  decided  to  film  a  scripi  on  the  Commission.  P.    34 

HOME-TOWN  TV  AND  THE  SOFT-DRINK  WAR        Pulse   survej    shows   value   to   advertisers  ol 
home-town  t\   station   in  battle  between  soda   giants.  P.    36 

THE  ONLY  BROTHER  ACT  IN  TIMEBUYING?       Bud   Pfafl   buys  for  Gulden  and  Welch  ai 
Richard   K.   Manofl  agency.   Frank  Pfafl   buys   foi    American  Chicle  ai  K&E.  P.    38 

AIRLINES:  WHY  SPOT  RADIO  CAN  HELP      Airline  load  Factors  ai  20-yeai  lows  with  only  3% 
ol   Americans  flying  regularly.  Radio  provides  best  marketing  answers.  P.    39 


SPOT  SCOPE  /  Developments  in  tv/radio  spot  p.  71 

TIMEBUYER'S  CORNER  /  Inside  the  agencies  P.  48 

WASHINGTON  WEEK  /  FCC.  FTC  and  Congress  P.  55 

SPONSOR  HEARS  /  Trade  trends  and  talk  P.  56 

DEPARTMENTS    555  Fiftn  P-  6  '  4-Week  Calendar  p.  6      Radio'Tv  Newsmakers  p.  66  /  Seller's 
Viewpoint  p.  69 

NEXT  WEEK  IN  SPONSOR 

Does  tv/radio  news  need  the  "star  system?"  Disagreement  is  deep  on  style 
ol  news  delivery.  Pros  and  cons  ol  a  big  debate  on  broadcast  news 
needs.  How  advertisers  reaily  rank  markets.  Few  big  agencies  use  published 
market  rankings,  bul  make  their  own  lists.  Hen's  how  they  do  it.  Pro- 
ducing 20s  and  3Cs.  An  ad  director  gives  some  needed  a<l\  i<  < 

ns    Inc 
SPONSOR    PUBLICATIONS    I NC     .  rV  ®.   I".   S     Radii      K      CSFM     ®.      1  itlon.      an  I       I 

*"■■'•    •-" 1 1 : >     l»<       Xi       I     .     17     212    Mt'rraj    Bill  I  Ofl  M  12   ■■•■'  1166.    Blrmlnghim    Oflli 

Mrfax  2-6523.    I  I  •    ,     \  i.  -  i  -,    \\  kon    1-8913      Los  A 

Printing    Offlca     3110    Elm     \>.       B  M        -    bscrlptloni      I".    R.   $8  I  -  0    in    countries    • 

P  Inted    i    a   \     PuMlaheri    irrrkb      S  .,->    postage    nalil    il    Baltimore     Mi 

SPONSOR         Id    septi  Mill  K    1962 


'555/  FIFTH 


Letters  to 
the  Editor 


HERE'S  RAY  with 
the  play  by  play 

What  makes  the  Twin  Cities 
go  football-mad?  It's  Min- 
nesota's Golden  Gophers,  the 
'62  Rose  Bowl  champions. 
And  it's  also  WLOL'S  Ray 
Christensen,  champion  of  the 
sportcasters  who  has  called 
the  Gophers'  play-by-play  12 
years  in  a  row.  Ray's  fellow 
U'TRA  members  have  voted 
him  this  year's  Best  Twin 
Cities  Radio  Sportscaster.  His 
Gopher  game  sponsorships  al- 
ready are  sold  out  for  the 
football  season  ahead.  But 
you  still  can  participate  in  the 
action— via  a  few  available 
adjacencies  -  if  you  hurry! 
Huddle  quickly  with  AM 
Radio  Sales,  and  let  exciting 
Ray  Christensen  carry  the 
ball  for  von! 

iiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiilllliiiiiiiiiiiiiiiiimiiiiiiiiiiililii 

RAD,0      WLOL 

MINNEAPOLIS  •  ST.  PAUL 
5,000  WATTS  around  the  clock  •  1330  kc 

iiiiillliiiiililiiiliMllllliiiiiiini urn minium u miiimmmiiimiiiiiliiliiilili nun 


WAYNE  'RED' 

WILLIAMS 

Vicc-Prcs.  &  Gen.  Mgr 

Larry  Bentson,  Pres. 

|oc  Floyd,  Vicc-Prcs. 

Represented   by 
AM    RADIO   SALES 


— (M7 — 

Midcontinent  TSrondcasting  Group 

WLOL'am,  fm  Minne.ipolis-St.  Paul:  KELO-LAND 
tv  and  radio  Sioux  Falls,  S  D  :  WKOW'am  and  tv 
Madison.    Wis.;    KSO    radio    Des    Moines 


EXPOSING  NEWSPAPER  RESEARCH 
Congratulations  on  your  article 
"Newspapei  Research  (.ets  Goofi- 
er" [30  July].  It's  about  time  some- 
one started  unstacking  the  slanted 
newspapei  research  deck.  This  is 
another  forward  step  loi  sponsor 
and  broadcasting— JOHN  B.  TANSEY, 
general  manager,  WRVA,  Richmond. 

PEPSI  BUBBLES  PRAISE 
With  greal  interest  I  read  your  ar- 
ticle entitled  "What  Pepsi  Learned 
in  Virginia"  ( 13  August]. 

Having  been  the  manager  of  one 
of  the  slat  ions  involved  in  this  fan- 
tastic Pepsi  schedule,  I  would  like 
to  add  my  comments  to  your  fine 
article. 

True,  a  lot  of  the  success  of  this 
promotion  was  gained  through  the 
excellenl  cooperation  of  all  media 
concerned,  but  there  had  to  be  a 
starting  point  and  in  our  case,  that 
stalling  point  was  Norman  Sisisky, 
the  Petersburg  Pepsi  distributor. 
In  Ml  years  in  this  business  I  have 
yet  to  meet  a  man  as  promotion- 
minded,  as  cooperative,  and  as 
eager  to  listen  not  only  to  my  pres- 
eolations  and  ideas  but  those  of 
any  ol  my  c  ompetitors;  and  this  in 
my  estimation  is  what  helped  make 

IH'lllillll 


this  Pepsi  sioi\   such  a  success. 

I  would  appreciate  receiving  1(1 
copies  ol  this  article  and  perhaps 
we  can  bring  a  little  of  old  Vir- 
ginia to  our  new-found  friends  in 
Florida— RICHARD  0PPENHEIMER,  v.p.  and 
general  manager,  WALT,  Tampa. 

CHEVY  ON  RADIO 

I  read  with  great  interest  your  arti 
cle  on  page  38  and  39  [20  August] 
entitled  "Radio:  a  Dragnet  foi 
Chevy  Sales." 

I  would  like  to  have  300  reprints 
ol   this  article  if  this  is  possible. 

Please  advise  me  as  to  cost  and 
earliest  possible  delivery  date.  Con- 
gratulations on  a  fine  publication. 
— L.  G.  HARRISON,  advertising  manager,  WAYE, 
Baltimore. 

If  you  plan  to  put  out  reprints  ol 
the  story  in  the  20  August  issue 
entitled  "Radio:  a  Dragnet  for 
Chevy  Sales."  will  you  please  send 
me  50  copies. 

I  think  it's  an  excellent  article 
and  could  do  a  great  deal  to  help 
the  radio  industry  if  every  auto- 
mobile dealer  in  Denver  had  a 
copy  of  it.— DICK  WHEELER,  general  man- 
ager, KTLN,  Denver. 

(Please  turn  t<>  page  .">.">! 


"4-WEEK  CALENDAR 


SEPTEMBER 

RAB  regional  management  conferences: 
Ki  II.  Hyati  House.  Burlinghams, 
Cal.;  13-1  I.  O'Hare  lun.  Des  Plains, 
III.;  17  is.   l  he  I  odge,  w  illiamsburg, 

\.i  ;   20  '-'1.  (  Ikii\    Hill   Inn.  ll.i.Mrn 
held.    V    |.;    'Jl  25,    Hilton    Inn.     \t 
hini, i.    (..i.:     '_'7  Lis.     Dearwood     Inn. 
Dearborn,  Mich. 
TvB  sales  advisory  meeting:   12,  WGN- 

I  Y  Chicago,  ill 

CBS  Radio  Affiliates  Assn.  annual  con 

\  cnl  inn:  I '_'  I  .">.  Waldoi  I  VstOl  i;i 
Hotel,    New    York. 

European  Market  Assn.  o<  Advertising 
Agencies  fifth  annua]  conference:   h>- 

II  5  <  Ik  sic  i  field  <  >ai  dens,  I  ondon, 
l  ngland. 

Interstate    Advertising    Managers'    Assn.: 


20-22,  Shanango  Inn.  Sharon,  Pa. 
Advertising  Federation  of  America,  Firsi 
District:    23-25,    New    Ocean    House, 
Swampscott,  Mass 

Assn.  of  National  Advertisers  workshop 
on  advertising  to  business  and  in- 
dustry: 25-26,  lloicl  Plaza,  New  York. 
International  Radio  and  Television  So- 
ciety, newsmakei  luncheon  honoring 
lie  Chairman  Newton  Minow:  L!7. 
Hotel  Roosevelt,  Grand  Ballroom, 
New    Y  u  k 

OCTOBER 
RAB  regional   management   conferences: 
1  -2,     Glenwood      Vfanoi .     Ovei  land 
Park,  Kan.;   I  5,  Western  Hills  Hotel, 
Ion    Worth,    I  exas 
Advertising  Research  Foundation  8th  an 


nual     conference: 
in,  idore.    New    ,i  oi  k 


ii.. i. 


Coin 


mini       mil      i       in  '     u  '     in1         i.i "'i1-:  1109 


SPONSOR 


10    SEPTEMBER    1962 


fr;i 


" 


7  ways  to  sell  them  in  Philadelphia 


.when  the  product  is  hard-to-sell  summer  California 
Avocados.  Here's  how  WIP  Radio  sells  them  in  con- 
junction with  a  heavy  radio  campaign.  1.  Host  a 
luncheon  for  produce  buyers  of  large  food  chains. 
Tell  them  about  the  exciting  promotions  planned. 
2.  Select  a  "Miss  Avocado."  Have  her  call  on  food 
store  executives  to  help  boost  California  Avocado 
orders.  3.  Have  "Miss  Avocado"  speak  with  restau- 
rant maitre  d's  about  including  Avocado  dishes  in 
their  menus.  (19  were  happy  to  comply).  4.  Arrange 
for  eight  displays  and  demonstrations.  (Six  were  sell- 
outs and  sales  doubled  and  tripled).  5.  Place  stories 


and  feature  items  in  local  newspapers  and  food  trade 
journals  to  give  campaign  added  excitement.  6.  Broad- 
cast two  on-the-air  contests  to  find  the  best  Avocado 
recipe.  7.  Play  a  major  role  in  these  satisfying  results: 
Acme  Markets'  and  Penn  Fruit's  sales  climb  100%. 
Food  Fair  increases  100  to  150%,  Norristown  Whole- 
sale (150  independents)  registers  a  200 %  increase 
over  previous  year  and  Frankford-Quaker  Grocers 
(2500  independents)  report  a  50%  rise. 
What  we're  really  trying  to  say  is:  Nice  things  hap- 
pen to  people  who  listen  to  (and  advertise  on)  WIP 
Radio,  Philadelphia's  Pioneer  Station. 


WIP  Radio,  Philadelphia 


'EY  L.  GLASCOCK.  V.  P.  &  GEN.  MGR.  REPRESENTED  BY  METRO  BROADCAST  SALES  METROPOLITAN  BROADCASTING  RADIO 


SPONSOR         10   SEPTEMBER    1962 


If  WIS-TV  were  a 


A   *****   ? ^>x.A"° 


^^L  j^a  |tj| 


Mf 


brdinary  television  station . . . 


99 


"If  WIS-TV  were  an  ordinary  television 
station,  we  would  not  be  wasting  our 
paper  and  ink,"  said  the  Chester  (S.C.) 
Reporter  in  a  recent  editorial.  "But 
WIS-TV  is  one  of  the  pioneer  stations 
in  the  South,  and  the  only  one,  so  far  as 
we  know,  that  has  consistently  tried  to 
meet  its  public  service  obligations  -with 
energy  and  imagination." 

We  thank  our  media  colleague  heartily. 
We  don't  think  we  are  alone  in  recogniz- 
ing our  responsibilities,  but  we  will  con- 
tinue to  try  to  justify  this  kind  of  unusual 
praise,  with  unusual  performance. 


WIS    TELEVISION 

NBC  /  Columbia,  South  Carolina 

Charles  A.  Batson,  Managing  Director 

a  station  of     -«1U'S^ 

y 

The  BroadcastingCompanyof  the  South 

G.   Richard  Shafto,  Executive  Vice  President 

WIS  television:  Channel  10,  Columbia,  S.C. 
WIS  radio:  560,  Columbia,  S.C. 
WSFA-TV:  Channel  12,  Montgomery,  Ala. 

All  represented  by  Peters,  Griffin,  Woodward,  Inc. 


Chester  (S.C.)  Reporter 


WKRG»TV 

Mobile — Channel  5 — Pensacola 


10 


WKRG-TV  delivers  100%  more  TV  homes, 

9:00  AM  to  Midnight,  than  either  Station  A  or  Station  B 

in  Mobile-Pensacola.  ARB,  June,  1962. 

Effective  Immediately  Call 

H-R  TELEVISION,  INC. 

or 

C.  P.  PERSONS,  JR.,  General  Manager 

SPONSOR         10   SEPTEMBER    1962 


'SPONSOR-WEEK 


Top  of  the  news 

in  tv/radio  advertising 

10  September  1962 


TWO  COSMETIC  ACCOUNTS  SHIFT.  Coty,  Inc.,  aftei  ..  yeai  ai  Dancei  Fitz 
gerald-Sample,  ran  into  a  policy  impasse,  departed  the  agency,  and  promptl) 
named  Ellington  8c  Co.  Eor  iis  Sli  million  account  starting  I  January.  Simul 
taneously,  Faberge,  Inc..  moved  its  $300,000  cosmetics  account  from  Papert, 
Koenig,  and  Lois  to  Jerome  B.  Agel. 

JWT  REQUEST  TO  REPS  ON  INSURANCE  FLIGHT.      Alter    21    years,    the 

Institute  ol  Life  Insurance  is  going  into  network  and  spot  tv  this  fall.  |\V  I 
is  looking  For  spot  position  rather  than  ratings  Eor  a  Eour  week  flight,  prob 
ably  six  minutes  on  single  station  l>u\s.  (For  details,  see  SPONSOR  SCOPE 
p.  16.) 

VT&M  JOINS  TOP  TEN  REPS.  Venard,  lorbet  &  McConnell,  created  this  week 
by  the  merger  of  Venard,  Rintoul  v  McConnell  and  Torbet,  Allen  v  Crane, 
will  stand  among  the  top  ten  of  the  nation's  52  national  station  representa- 
tives.    (For  details,  see  story,  p.  31.) 

LARGEST  LOCAL   TV  PUBLIC  AFFAIRS  SALE.     Chock  Full  O   Nuts  (Peei 

less)  coffee  and  restaurants  made  the  nation's  largest  single  local  t\  public 
affairs  advertising  purchase  last  week— a  full  52  weeks  ol  Sunday  half-hours 
ol  Eye  on  New  York  plus  16  documentaries  and  election  night  reports  on 
WCBS-TV,  New  York.  The  time  is  worth  about  $600,000.  Start  date:  13 
September. 

3,400   TV   COMMERCIALS   FOR  STUDY.        Forty    product    categories    of    com 
mercials  entered   in  the  three  American   Tv   Commercials   Festivals,   a    total 
of  3,400  commercials,  have  been  made  available  on  1()  nun  sound  film  reels, 
for  study   by   advertisers,   agencies,   and   producers.      The   reels   include   film 
transfers  of  some  tapes:  other  tapes  are  available  by  special  request. 

KAISER  ASKS  THREE  MORE  UHF'S.  The  broadcasting  division  ol  kaiser  In- 
dustries last  week  applied  to  the  FCC  for  permission  to  operate  uhf  stations  in 
Chicago.  Detroit,  and  Burlington-Philadelphia,  on  channels  38,  50,  and  11. 
respectively.  Earlier  it  had  applied  for  uhf  licenses  in  San  Francisco  and 
Corona-Los  Angeles. 

WILDROOT  TO  D'ARCY.  Colgate-Palmolives  Wildroot  Cream  Oil  $2.5  million 
account  last  week  shifted  from  Bites  to  D'Arcy — which  already  has  Colgate's 
Halo.  Cashmere  Bouquet  and  Cue.  But  Bates  will  be  getting  some  new  prod- 
ucts still  in  development. 

MJ&A  IN  N.  Y.  BUILD-UP.  The  New  York  operations  ol  MJ&A  are  being  ex- 
panded in  the  package  goods  field.  Last  week  Harold  1).  Fra/ee  joined  the 
agency  as  v.p.  in  charge  of  drug  products.  As  New  York  head  of  T-L  and 
president  of  Hi-Y  he  was  noted  for  introducing  Dristan.  Rvbutal.  and  othei 
proprietaries.  Lately,  MJ&A  also  moved  Dow  and  3M  consumer  elements  to 
New  York. 

SPONSOR  10    SEPTEMBER    1962  11 


'SPONSOR-WEEK 


Top  of  the  news 

in  tv/radio  advertising 

(continued) 


AFTRA   STOPPAGE  HITS  EDUCATIONAL   WNDT.     New  York's  educational 

tv  station,  WNDT,  scheduled  to  go  on  the  air  Sunday  (16)  was  hit  by  an 
AFTRA  strike  last  week  over  whether  or  not  teachers  should  be  members  of 
the  union.  Both  sides  believe  ths  outcome  of  the  strike  will  set  a  national  pat- 
tern for  educational  tv  performers.  One  issue:  residuals.  (For  story  on  resid- 
uals, see  p.  27.) 

PROUD  EXITS  AFA.  After  five  years  as  president  of  the  AFA,  C.  James  Proud 
resigned  last  week.  The  AFA  represents  137  local  advertising  clubs  but  re- 
cently has  been  speaking  out  on  national  issues.  Proud  will  not  leave  until 
after  a  successor  has  been  selected   and   installed. 

GILLETTE  TO  USE  NEGROES  IN  TV  ADS.  Gillette  (Maxon)  will  use  Negro 
actors  in  a  tv  commercial  for  Gillette  blades  to  be  seen  in  all  parts  of  the  coun- 
try. Hitherto  Negro  performers  have  been  used  mainly  in  commercials  aimed 
at  a  Negro  audience. 

HEADSHRINKING  BY  TV?  If  some  psychologists  have  their  way.  closed  circuit  tv 
will  replace  the  psychoanalytic  couch.  In  certain  cases,  it  was  suggested  at  the 
American  Psychological  Association  meeting  in  St.  Louis  last  week,  such  ther- 
apy might  yield  results.  But  there's  a  bizarre  inter-media  skirmish  in  the  off- 
ing, for  another  group  proposed  this:  psychotherapy  by  mail. 

ABC  TV  ACQUIRES  BINGHAMTON  AFFILIATE.      WBJA-TV,  Binghamton, 

New  York,  will  become  a  primary  affiliate  of  ABC  TV  when  the  new  station 
starts  on   1    November  on  channel  34. 

GROVE  PRODUCT  IN  NET  TV  DEBUT.  Grove  Laboratories'  Decongestant  Bro- 
mo  Quinine  Cold  Tablets  (Gardner)  will  make  its  network  debut  on  NBC 
TV  on  1  October.  Cold  remedy  will  have  two  minutes  weekly  in  Merv  Grif- 
fin for  22  weeks  plus  eleven  quarters  hours  each  in  Say  When  alternate  weeks 
and  Here's  Hollywood  weekly.  A  heavy  tv  spot  push  will  supplement  the 
October  to  March  campaign. 


a 


RADIO  WOULD  GET  MORE  DOLLARS  IF  .  .  ."  When  agencies  and  reps  ad- 
dressed the  New  York  State  Broadcasters'  Convention  at  Saratoga  Springs 
last  week,  one  panel  was  devoted  to  the  topic  above.  Chaired  by  Steve  Labun- 
ski  of  WMCA,  New  York,  members  were  Janet  Murphy  ol  Gumbinner,  Fd 
Fieri  of  BBDO,  Arthur  H.  MeClov  of  John'  Blair,  and  San.  B.  Yin  ot  DCS&S. 
Stress  was  on  more  creative  selling. 

B&W  TO  TEST  CORONET.  B&W's  new  king  non-filter  cigarette  Coronet 
(Compton)  .  will  be  tested  in  Fvansville  and  South  Bend,  70"  ,  of  the  budget 
going  into  tv.     Start  date:  24  September. 

EMMY  COMMITTEE  NAMED.    The  eighl   men  who  will  serve  on   the  National 
Awards  Committee  lot   the   1962-63   Emmy  awards,  under  continuing  chair- 

SI'ONSOR-YVEEK  continued  on  page  58 

12  SPONSOR         10    SEPTEMBER    1962 


AGAIN  THIS 

FALL 

IN 

BIRMINGHAM 

XTHE  / 

CREAM 
OF 


NBC  AND  CBS 

WILL  BE  ON 

WAPI- 


TO    MENTION    A   ,  FEW: 


& 


The  Defenders 

&  Red  Skelton  Show 

^  Sam  Benedict 

Bonanza 

&  Dick  Powell  Show 

^  Rawhide 

Andy  Griffith 

&  Garry  Moore  Show 

&  Sing  Along  With 

Empire 

&  The  Virginian 

Mitch 

Danny  Thomas 

&  Jack  Benny  Show 

&  Perry  Mason 

Show 

&  Perry  Como  Show 

&  Have  Gun,  Will 

Huntley-Brinkley 

&  Alfred  Hitchcock 

Travel 

Lucille  Ball  Show 

*k  Doctor  Kildare 

&  Gunsmoke 

Saints  and  Sinners 

&  Hazel 

&  Route  66 

V\«\F»I-T\/ 

CHANNEL  13  •  BIRMINGHAM,  ALABAMA 

REPRESENTED   BY  HARRINGTON,  RIGHTER  AND   PARSONS,  INC. 


SPONSOR 


ll>    SEPTEMBER     I962 


13 


The  case  of  the  split  frequency 

( or  how  to  keep  listeners  on  their  toes ) 


With  the  most  unique  time-shar- 
ing arrangement  in  the  country, 
WFAA  operates  half-time  on  the 
820  frequency,  a  nationally 
cleared  channel,  and  half-time  on 
the  570  frequency,  a  regionally 
cleared  channel  —  sharing  time 
on  both  frequencies  with  our 
neighbor,  WBAP  in  Ft.  Worth. 

During  the  full-day's  operation, 
we  are  both  the  NBC  outlet  (on 
820,  50,000  watts)  and  the  ABC 
outlet  (on  570,  5,000  watts)  with  a 
single  set  of  call  letters. 

Thus  we  are  able  to  offer  two 
separate  coverage  patterns  and 
two  program  formats  which  you 
may  buy  separately,  or  in  combi- 
nation with  an  attractive  com- 
bined frequency  discount.  And 
you  can't  hardly  find  them  kind 
no  more  (in  one  market)! 

Accrued  benefits  of  WFAA-820 
are  the  power  of  a  clear-channel 
Class  1-A  station  coupled  with 
highly  responsible  newscasting. 
Some  18  months  ago  we  took  a 
gamble  and  kicked  $150,000  bill- 
ing off  the  station.  The  new 
format  —  Southwest  Central  — 
has  paid  off  in  audience  growth 
and  revenue.  It's  a  wise  media 
selection. 

So  is  WFAA-570.  It  has  steadily 
and  consistently  programmed 
good,  popular  music  in  the  belief 
(now  vindicated)  that  public 
taste  would  swing  back  to  it. 


In  the  Dallas-Southwest  both 
frequencies  are  well-known  for 
the  jobs  they  can  do  independ- 
ently or  in  tandem. 

We  have  attempted  to  clarify 
the  split  for  those  outside  of  our 
listening  area.  In  addition,  we're 
offering  absolutely  free  (for  a 
limited  time  only)  your  personal- 
ized guide  to  bigger  and  better 
sales  in  the  Dallas-Southwest 
market.  With  your  name  (in 
gold)  on  the  cover,  not  ours.  Call 
your  Petryman  or  write  directly 
to  George  Utley,  our  station  man- 
ager, for  your  copy. 


George  Utley,  Station  Manager 

WFAA-820-570  AM-FM 

Communications  Center 

Dallas,  Texas 

Please  send  me  my  personalized   (gold 

imprinted)  guide  to  bigger  and  better 

sales  in  the  Dallas-Southwest  market. 

(Name) 

(Title) 

(Business) 

(Address) 


WFAA 

820 


WFAA-AM-FM-TV 
Communications   Center/ Broad- 
cast services  of  The  Dallas  Morn- 
ing  News  /  Represented  by 
Edward  Petry  &  Co.,  Inc. 


M 


SPONSOR  10    SEPTEMBER     1962 


'SPONSOR-SCOPE 


10  SEPTEMBER  19G2 

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

Ctpyrlght     INI 


Tlic  week  after  Labor  Day  serves  as  an  appropriate  point  at  which  to  take  a 
sounding  of  the  economic  complexion  of  the  air  media  for  the  balance  of  the  year. 

A  quick  reading  of  ihe  various  sectors  in  terms  of  where  sales  stand,  trends  are  manifest 
and  possibilities  suggest  themselves  might  go  Ike  this: 

SPOT  TV:  The  volume  of  buying  and  length  of  schedules  promise  the  highest 
last  quarter  ever — by  a  substantial  margin — and  indicate  that  the  boom  will  carry  over 
into  the  first  quarter  of  1963.  Good  daytime  and  nighttime  minute?  couldn't  !<e  tighter, 
but  there  are  still  a  lot  of  daytime  and  prime  20's  available.  Kid  show  placements 
are  at  SRO,  but  there's  some  softness  in  locally  programed  daytime  periods,  in  con- 
trast with  the  demand  for  minutes  around  network  nrograms. 

NETWORK  TV:  CBS  TV  is  sold  out  davtime.  not  far  fmm  it  at  ni«mt  and  has  but 
a  segment  here  and  there  open  in  its  football  roster.  Roth  ARC!  TV  and  NRC  TV  have  a 
few  holes  in  davt«me.  NRC  TV'i  nighttime  hillings  will  be  considerably  healthier  flnn 
tbev  were  the  vear  before  and  ARC  TV  should  also  emerge  with  a  goo«is<»"re.  TnP  fly 
in  the  ointment  for  NBC  TV:  the  slow  call  for  actualities  sponsorship.    CBS  TV  has   very 

little   of  Inia  unsold. 

NATIONAL  SPOT  RADTO:  The  buviusr  movement  in  full  force  has  vet  to  ?»et 
nnder  wav.  Somewhat  d'«anpo?nted  has  been  TVtroit'o  «nnr?n?  nnoronrn  in  M»hprl»»1?no  for 
fne  new  model  nnveilin?9.  Rut  a  harbin^^r  of  blue  «kie«  f«r  the  moilmm  '<*  Nation*] 
Dair»*«    M^ro^•^   eme^rTonre  as  an  underwriter  of  two  W*~o»«  Jn  over  1  "°<  mor'r^t*. 

NFTWOWK  fMTMO:  It's  been  doing  nicely,  especially  NBC.  but  the  medium's  also 
waiting  for  the  big  burst. 

Rnmett*«  lns«  of  Oirv«»Ter  fn«f*rntlonal  to  Y&R  New  York  points  up  the  uneasy 
tide  l'*"t  hi<»  been  b«flfet?n«r  the  Ch'ca«*n  a^encv  w«i-li|  the  na«t  «>«t  months  or  «o. 

TPi»n  rnr-,-etPr  included  the  m?<n-a.tion  from  the  Chicago  area  adds  up  to  around  $18 
million  in  hillmcrs  during  th*t  neriod. 

As  more  than  hvstnnder*  Chica?o  rens  have  bad  Viave  much  tn  me  nbont  tne«e  defections, 
Iosins  out  on  the  snot  hnvins  for  such  accounts  as  R'val  Dot  Food.  Jif  Peanut  R'ltter, 
Cream  of  Wheat.  ^.O.S.  and  Kool  Aid,  Philip  Morris  (B&B  now  manages  the  spot 
pool)    and  Clark  Oil. 

Include  the  retirement  of  Cillette  Lab*  and  the  Tea  Council  from  spot  and  the  swing 
of  Wrlalev'a  radio  snot  emnire  to  network  radio  and  yo'iT  asree  that  Chicago  reps  have 
felt  the  pinch  a«  much,  if  not  even  more,  than  their  asenev  bretbern. 

However,  there'*  a  rin?  of  cheer  for  Chicago.  Accounts  loval  to  Chicago  eontinne 
to  evn^nd  hv  bringing  out  new  nroducts,  increasing  their  hillings  and  assuming 
the  bulk  administration  of  the  client's  buvfng.  like  NL&B  with  Campbell. 

Ad  agencies  with  proprietory  accounts  are  already  feeling  the  impact  of  the 
latest  law  tightening  up  the  Government's  supervisory  powers  over  new  dru^s. 

They're  being  pressured  to  gear  up  for  test  marketing,  if  it  can  be  called  that,  of 
new  brands  and  get  them  in  the  field  before  the  first  of  the  year,  when  the  new  Federal 
regulation   affecting  testing  goes  info  efTect. 

The  urge  to  run  the  gamut  of  a  new  product's  introduction  within  four  months 
or  less  ha«  the  agencies,  naturallv,  blinking. 

It  usually  takes  at  least  a  year  to  work  out  test  market  strategy,  packaging,  media 
planning  and  general  implementing  of  Uie  testing  machinery. 

KPDNS08  /  10  septemue*  19C2  13 


-SPONSOR-SCOPE 


Continued 


The  added  individual  billings  aren't  awe-striking  but  at  the  rate  Dane  Doyle 
Bernbach  has  been  going  this  year  on  the  new  business  front  it  might  stand  tag- 
ging as  the  hottest  agency  of  the  moment 

A  year  ago  it  acquired  American  Airlines  (worth  at  least  $5  million)  and  since  then 
it  has  hauled  in  Rival  dog  food  ($1.2  million),  Cracker  Jack  ($1  million),  Olin  Mathie- 
son's  chemical  division  ($1  million)  and  Avis  Rental  ($1.5  million). 

The  hours  of  tv  usage  apparently  took  a  hike  during  the  peak  of  the  1962- 
63  season. 

Average  home  attention  hased  on  four  weeks  spread  from  January  through  March  of 
this  year  came  to  42  hours  and  37  minutes.  The  figures  are  Nielsen's. 

A  rough  comparison:  during  the  month  of  March  last  year  the  average  hours  of  us- 
age was  40  hours  and  20  minutes.    The  year  before  that,  44  hours  and  56  minutes. 

JWT  has  asked  tv  reps  to  prevail  upon  their  stations  to  give  special  coopera- 
tion to  a  spot  campaign  that  the  Institute  of  Life  Insurance  wants  to  start  4  No- 
vember. 

Schedules  would  be  on  the  six  plan  and  run  for  four  weeks. 

The  nub  of  the  agency's  request: 

•  The  availabilities  be  confined  to  "within  or  adjacent  to  well-established  early 
or  late  evening  local  news  and  weather  shows  and  network  news." 

•  Avoidance  of  "competition  of  the  kind  of  advertising  that  would  detract  in  any 
way  from  the  quality  and  tone  of  a  life  insurance  commercial.*' 

•  Stations  explore  the  kind  of  support  they  can  give  the  Institute's  campaign 
"among  the  business  leaders  of  the  community  and,  particularly,  life  insurance  agents." 

P.S.  The  Institute  is  also  spending  lots  of  money  on  CBS  TV's  elections  pow-wow. 

Chicago's  ethnic  radio  precincts  continue  to  flare  as  a  result  of  the  McClendon 
group's  decision  to  convert  its  latest  acquisition,  WGES,  to  100%  Negro  program- 
ing. 

Prior  to  McLendon's  entry  the  station's  programing  ratio  was  80%  Negro  and  20% 
Polish,  Italian  and  German. 

McClendon,  in  countering  the  uproar  from  foreign  language  groups,  ignited,  accord- 
ins  to  the  new  ownership,  bv  WGES'  own  foreign  language  broadcasters,  said  that  the 
ethnic  business  was  conducted  on  a  program  broker  basis,  something  that  the  FCC 
frowns  on. 

Politics  also  got  into  the  fracas.  McClendon  claims  that  a  Congressman  from  the  area 
threatened  to  do  something  about  the  station's  abandonment  of  foreign  languages, 
but  the  ownership,  which  has  changed  the  call  letters  to  WYNR.  refused  to  mention  the  name 
of  the  legislator.   McClendon  paid  $2  million  for  the  property. 

If  you  ever  should  want  to  cite  an  example  of  how  a  revised  tv  commercial 
converted  the  flow  of  a  product's  turnover  from  so-so  to  shelf-clearing  propor- 
tions, take  the  experience  of  Culton  with  its  Lif elite  (Compton). 

When  field  reports  showed  that  dealer  orders  were  not  up  to  expectations  the  agency 
took  a  second  look  at  the  basic  commercial. 

Nothing  seemed  wrong  with  the  platform  itself,  but  it  was  decided  that  the  demon- 
stration be  changed.    That  apparently  did  the  trick- 
le SfONSOR   /   10  SEPTEMBER    196*2 


SPONSOR-SCOPE 


Continued 


Network  tv's  turnover  In  accounts  can't  be  so  bad  when  you  realize  that  of  the 
several  score  advertisers  that  spent  over  $200,000  each  in  1957  only  eight  were 
among  the  missing  this  past  season. 

The  missing:  Admiral,  Avco  (these  two  exclusively  concerned  at  the  time  with  getting 
their  share  of  the  booming  tv  set  market),  Grove  Laboratories,  Longine-Wiltenauer, 
Masland,  Jules  Montenier,  Parker  Pen,  Yardley. 

Of  these  Parker  Pen  and  Grove  yvere  to  be  found  in  spot  tv. 

ARC  TV  is  offering  an  added  inducement  for  advertisers  who  buy  into  the 
network's  election  night  coverage. 

The  assurance:  the  network  will  go  all  out  In  merchandising  the  special  event,  the 
kevstone  of  which  will  be  a  half-hour  program  Sunday  evening  for  nine  weeks  before 
the  elections. 

Another  promise  being  made  by  the  network's  news  department:  no  expense  will  be 
spared  in  makinsr  the  qualitv  and  scope  of  the  marathon  equal,  if  not  superior,  to 
that  of  ARC  TVs  competitors. 

ABC  TVs  price  tag  on  the  whole  elections  returns  package  is  $360,000. 

Two  summer  renlaeements  this  season  did  quite  well  in  matching  the  peak 
ratio  ""»  of  the  regular  series. 

The  pair  were  the  Desi-Lucv  hour  reruns  and  Talent  Scouts.  But  worthv  of  note 
is  this:  last  summer's  replacements  were  productive  of  three  clicks,  namelv.  Kraft  Mvetery 
Theatre  (episodes  imported  from  Britain).  Playhouse  90  repeats  and  Holiday  Lodge. 

Here's  how  the  replacements  fared  this  summer  as  against  the  replacees: 

JULY  %  AS  OF 


RF.PLACFATrVT 

WTNTER  SHOW 

1ST  JULY 

1st  march 

MAnCH 

Francis  Drake 

Car  54 

12.4 

25.4 

48.8% 

Who  in  World 

Jack  Benny 

11.9 

21.0 

56  7% 

Pln?n«man 

Bineman 

14.1 

26.3 

53.6% 

D^eJ-TjlCV 

Griffith-Thomas 

26.9 

30.7 

87  6% 

Talent  Scouts 

Garrv  Moore 

24.3 

27.1 

80  7% 

Kraft  Mvsteries 

Perrv  Como 

166 

280 

591% 

Zane  Grey 

Gertrude  Berg 

10.5 

11.0 

95  5% 

The  I.ivelv  Ones 

Hazel 

19  6# 

32.7 

50  0% 

fVmo'lv   Spot 

P*»d  Skelton 

17.6 

28.2 

62.4% 

SOURCE:  Nielsen  Tv  Index,  average  audience  %.  *Based  on  1st  August  Report. 

In  seeking  to  nerk  tin  the  decree  of  sponsorship  of  their  public  service  pro- 
graming, particnlarlv  the  kind  involving  charitable  organizations,  certain  tv  sta- 
tion* are  pointing  at  a  tax  deduetahle  an-rle. 

Their  approach:  the  package  cost  can  b«  broken  un  so  that  a  portion  of  it  Is  «et 
aside  as  a  contribution,  and  since  most  business  organizations  allocate  an  annual  sum  for 
such  pumn«e  it  wouH  be  simnle  to  applv  part  of  the  sponsorship  cost  to  this  fund. 

Tnoidenta'lv.  the  an«r1e  figures  on  a  ltr«»p  sc*»l*»  in  Corning  Glass*  sponsorship 
of  the  Lincoln  Center  Owning  program  on  CRS  TV  25  September.  The  contribution 
element  in  that  case  is  $150,000. 

The  big  four  among  tire  manufacturers  will  be  doing  well  bv  tv  this  fall. 

All  but  Goodrich  (BBDO),  which  continues  in  spot,  will  have  network  association. 

The  other  threesome's  buys:  Firestone  (Ctmpbell-Ewahn  :  a  half-honr  musical  pro- 
gram on  ABC  TV:  Goodvear  (Y&R):  participations  in  ABC  TVs  Win«ton  Chnrelvll 
anrl  Gallant  Men:  U.S.  Rubber  (Aver)  :  participations  in  Father  Knows  Rest.  Mcllale's 
Navy  and  CRS  New*. 

SPONSOR  /    10  SEPTEMBER   1962  17 


'SPONSOR-SCOPE 


Continued 


YEAR 

LENGTH 

AVG.  % 

1962 

60  mins. 

18.3 

1961 

60  mins. 

19.2 

1960 

60  mins. 

19.0 

LENGTH 

AVG.  % 

AVG.  AUPTENCE 

30  mins. 

18.1 

8,869.000 

30  mins. 

18.2 

8.826.000 

30  mins. 

17.3 

7,820.000 

Walter  Schwlmmer  has  pulled  off  quite  a  sales  coup  for  his  syndicated  Cham- 
pionship Bowling  series,  which  will  also  make  co-beneficiaries  of  some  150  stations. 

The  deal:  Zenith  Radio  and  Firestone  Tire  &  Rubber  are  sending  word  to  their 
distributors  and  dealers  that  they'll  pick  up  half  the  tab  if  the  local  outlet  sees  fit  to 
buy  (he  hour  show  on  the  local  station. 

It's  a  strike  for  both  Schwimmer  and  spot  tv  because  advertisers  rarely  get  involved 
in  the  earmarking  of  co-op  funds  and  this  coin  usually  ends  up  in  the  print  till. 

The  ability  of  an  hour  nighttime  show  on  the  tv  networks  to  deliver  a  bigger 
audience  than  a  half-hour  program  on  the  basis  of  per  average  minute  has  evidently 
become  quite  narrow  this  past  season,  at  least  during  the  peak  viewing  months. 

Don't  take  it  as  a  trend,  but  here's  what  Nielsen  showed  happen  during  March-April  on 
the  pulling  ability  between  the  average  half-hour  and  hour  program: 

AVG.  HOMES 

8,967.000 
9,005.000 
8,588,000 
Note:  This  year  March-April  comparison  is  based  on  49  hour  programs  and  72  half -hour 
programs. 

CBS  TV  hnn  selected  a  most  pleasant  clime  for  the  first  meeting  of  the  net- 
work's new  affiliate  advisors  board— Palm  Springs,  to  be  exact. 
The  time  is  December. 
The  first  order  of  business  then  will  be  the  election  of  a  new  chairman. 

Nielsen  is  in  the  agency  commiter  swim  and  before  the  year  ends  will  be  mnk- 
in?  available  to  such  agency  clients  that  want  it  published  data  compounded  for 
the  NST  bv  its  own  comnuter. 

It  will  be  offered  in  the  form  of  IBM  cards  and  magnetic  tape. 

Obiective:  data  which  agencies  can  use  as  they  see  fit  in  seeking  to  arrive  at  answers 
for  specific  media  problems  in  planning,  etc. 

Some  media  researchers  regard  the  move  as  a  little  hazardous  for  Nielsen.  Tt  misht 
leave  the  firm  open  for  sub«cribers  to  learn  In  a  detailed  way  the  results  of  inter- 
views and  just  what  householders  wrote  into  their  diaries. 

The  answer  to  this:  Nielsen  Is  not  releasins  basic  data,  but  such  data  is  available 
for  Nielsen  tabulations  to  clients'  specifications. 

The  advertiser  may  have  his  troubles  about  beefing  up  his  profits  to  keep  the 
dividend  level,  but  the  profit  soneeze  has  become  an  even  more  pressing  problem 
at  this  point  for  the  agency  field. 

It's  got  the  comptrollers  plodding  away  overtime,  searching  out  every  possible  cost-sav- 
ing an?le  bv  the  personnel  or  procedural  efficiency  route. 

Amon?  the  things  beine  closely  scrutinized  are  ways  and  means  of  cutting  down 
the  cost  of  buying  and  servicing  media,  with  the  emphasis  on  curtailing  paperwork. 

Some  agencies  have  already  adopted  the  tack  of  having  executives  splitting  the  serv. 
ices  of  a  secretary,  in  place  of  allowing  earh  one  his  own  girl.  The  strategem  has 
even  been  applied  to  men  in  the  top  salary  brackets. 

For  other  news  coverage  In  this  Issue:  see  Sponsor- Week  page  11;  Washington  Week,  page 
55:  Sponsor  Hears,  page  56;  Newsmakers  in  Tv/Radio  Advertising,  page  66  and  Spot  Scope, 
page  71. 

Tjg  SPONSOR  /  10  septem&e*  1QG2 


Why  KXTV  bought 

Seven  Arts'  'films  of  the  50's" 

Volumes  2  and  3 

Says  Robert  S.  Wilson 

Vice  President  and  General  Manager 


When  KXTV  completed  its  new  1,549  foot  tower 
increasing  our  coverage  from  453,400  to  more  than 
600,000  TV  homes  and  creating  a  new  25th  largest 
market  in  the  nation,  (third  largest  on  the  West 
Coast)  we  looked  at  all  of  the  film  product  available 
in  order  to  effectively  program  for  this  enlarged 
audience.  Seven  Arts'  "Films  of  the  50's"  were  our 
choice  for  the  prime  time  Premiere  Theatre  on 
Friday  nights.  In  addition  to  being  excellent 
entertainment  for  our  new  audience  they 
also  give  us  a  breath  of 


enormous  number 
~f  features  we  have 


We  are  sitting  on  pretty  close  to  2,500  features. 
Even  with  a  tremendous  inventory  like  that  we 
couldn't  afford  to  turn  down  the  Seven  Arts  films 

Seven  Arts' "Films  of  the  50's" 
...Money  makers  of  the  60's 


SEVEN  ARTS 

ASSOCIATED 

CORP. 


Robert  S.  Wilson 

Vice  President  and  General  Manager 

KXTV  —  Sacramento,  California 


A  SUBSIDIARY  OF  SEVEN  ARTS  PRODUCTIONS.   LTD. 
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  Charlestown  Drive  ADams  9-2855 

LOS  ANGELES:  3562  Royal  Woods  Drive  STate  8-8276 

TORONTO.  ONTARIO:  11  Adelaide  St.  West  •  EMpire  4-7193 


M.'.l 


METROPOLITAN 
RROADCASTING  TELEVISION 

WNEW-TV  NeufVork 
WTTG  Washingjon.D.C. 
KMBC-TV  hani.sCitv.Mo. 
KOVR  Sao.-StorLton.Calif. 
WTVH  Peoria, Illinois 
WTVP  Decatur, Illinois 

METROPOLITAN 
BROADCASTING  RKDK 

WNEWNewYorA 
WIP  Philadelphia. 
WHK  Cleveland. Ohio 
KMBC  Kansas  CitJS 

FOSTER  AND  KLEISER 
OUTDOOR  ADVERTISING 
Offices  in  California, 
Washington  and  Oregon 
METRO  BROADCAST  SALES 
Station  Representatives 

WORLDWIDE  BROADCASTING 

WRUL  Radio,  New  York 


$ 


Ur 


Hf- 


/•o.o<; 


<^2 


• 


3CV)  ooO, 


o„       ° 


jJJmJ 


/ 


«/ 


JOOc 


FOSTER 
AND  KLEISER 

CHICACOART 
DIRECTORS' CLUB  MEDALS 

1959,1960, 
1961 


if 


WORi 
BROAD* 


Rl 


J%> 


S^c/       WRUL, 

WORLDWIDE       o^A    ^ 
^£      BROADCASTING    &$$#§P 

^■fl&  FREEDOMS  J^VcX" 

FOUNDATION  MEDAL        0*O\     \FT " 

i96i     c^$c\tt; 


KOVR 

/         -^        JOHNSWETT         g         { 
0< — £;  EDUCATION  AWAR  D  °         "^"t 

Vl      1961      .Si. 


The  Invitation.. .White Tie  and  Decorations, 
n  response, we  at  Metromedia, Inc. have 
assembled  the  major  honors  received  by 
our  various  divisions  and  stations. 

Metromedia, a  diversified  communications 
company.strives  to  maintain  a  uniform 
degree  of  excellence  in  all  of  its  endeavors. 
This  means  a  desire  to  present  programs 
of  the  highest  ordertailoredtothe  select, 
aswell  as  the  mass  audiences. 

This  also  means  a  continuing  interest  and 
participation  in  community  affairs. 
With  humility  and  adeepsenseof  pride, 
we  appear  bedecked  before  our  many 
colleaguesand  peers  METROMEDIA 


Sales  Management 


Survey  of  Buying  Power— 1961 


WM-RADIO 

50,000  Watts  AM,  1140  KC 

200,000  Watts  FM,  94.5  MC 

Richmond,  Virginia 


'COMMERCIAL 
COMMENTARY 


by  John  E.  McMillin 


National  Representative: 
PETERS.  GRIFFIN.  WOODWARD.  INC 


NEWT   'N'    BARRY 

Tv  criticism,  like  politics,  makes  strange  bed- 
fellows, and  I  got  a  chuckle  the  other  cla\  when 
the  New  York  Times,  reporting  a  Chicago  speech 
by  Senator  Barry  Goldwater,  said  that  his  attack 
on  tv  was  "reminiscent  of  that  made  by  Newton 
N.  Minow,  Chairman  ol   the  FCC." 

Well,  ain't  that  something!  The  Barry-Newton 
AxisI  The  arch-conservative  from  Arizona  rolling 
in  the  same  hay  with  the  dauntless  New  Frontiers- 
man from  Illinois! 

The  resolute  Right  and  the  liberal  Left  welded  in  unholy  wedlock 
by  a  common  concern  over  tv's  "barbaric"  wasteland! 

If  I  were  a  nasty,  snide,  suspicious  cynic  I  might  point  out  that 
what  Messrs.  Minow  and  Goldwater  have  most  in  common  is  a  poli- 
tician's penchant  for  grabbing  headlines. 

Both  are  obviously  cpiite  aware  that  flogging  tv  is  even  more  sure 
fire  than  baby-kissing,  or  taking  a  firm  stand  for  home,  flag,  and 
mother,  when  it  comes  to  getting  space  in  the  gleefully  hostile  print 
media. 

But  such  an  insinuation  is  grossly  unfair  to  the  Hon.  Newton  and 
the  Hon.  Barry.    And  besides,  I  don't  really  believe  it. 

I'm  sure  that,  in  their  concern  over  what  they  see  on  tv,  both  the 
Senator  and  the  FCC  chairman  are  wholly  sincere — up  to  a  point. 

I  don't  doubt  at  all  that  both  genuinely  yearn  for  vast  improve- 
ments  in  tv  program  content  and  quality  (and  what  intelligent  man 
doesn't,  for  that  matter?). 

What  Gandhi  said 

Km  where  I  part  company  with  Senator  Goldwater  and  Chairman 
Minow  (I'm  deserting  both  the  Conservatives  and  the  Liberals!)  is 
in  what  they  propose  to  do  about  it. 

Barry  Goldwater,  apparently,  proposes  to  solve  the  problem  with 
oratory,  with  passionate  public  speeches,  and  hot-blooded  Jeremiads, 
denouncing  the  clear  and  present  evil. 

Newton  Minow,  no  mean  Jeremiah  in  his  own  right,  pins  his 
faith  not  only  on  oratory,  but  on  the  big.  black,  hull-whip  threat  of 
government  intervention  and  control. 

Well,  as  far  as  I  am  concerned,  both  of  these  honorable  gentleman 
are  wholly  misguided,  wholly  mistaken,  and  wholly  insincere  in  their 
advocacy  of  such  methods. 

Recently  1  received  a  letter  from  niv  friend  Joe  Baisch,  v. p.  and 
gen.  mgr.  WREX-TV,  Rockford,  111.,  enclosing  a  printed  card  which 
carried  a  quotation  from  Mahatma  Gandhi. 

The  quotation  is  so  appropriate  to  this  discussion  that  1  want  to 
give  it  here  in  full.    Gandhi  said: 

//  is  not  the  critu  who  counts,  ntn  tin-  men  who  point  out  where 
the  strong  men  stumble  or  where  the  doer  of  deeds  could  liave  done 
hello.  The  credit  belongs  to  the  men  who  tire  actually  in  the  arena; 
whose  fates  are  minted  h\  dust  and  sweat;  who  strive  valiantly;  who 
err  and  ma\  fail  again  because  there  is  no  effort  without  en  or  or 
i  Please  tin  u  to  j>n^<    I  1 1 


22 


SPONSOR  1(1    SEPTEMBER     1962 


JVhy  it  pays 

to  advertise  your  station 

in  a  broadcast  book 


BECAUSE  THE  TIMEBUYER  IS  KING 


JL  here's  nobody  better  quali- 
fied to  advise  you  how  and 
where  to  invest  your  national  ad- 
vertising dollars  than  your  own 
national  representative. 

He'll  tell  you  that  the  time- 
buying  system  really  works. 
Which  means  that  at  any  of  the 
top  50  (or  top  100)  advertising 
agencies  placing  national  spot 
business  the  recognized  time- 
buyer,  backed  up  by  his  super- 
visors, decides  which  stations  get 
the  nod.  Sure,  there  are  excep- 
tions to  the  rule.  Of  course  there 
are  some  account  executives  and 
ad  managers  that  exert  a  heavy 
influence.  But,  by  and  large,  the 


timebuyer  is  king. 

Reaching  the  timebuyer,  and 
the  other  men  and  women  who 
strongly  influence  a  spot  buy, 
is  a  job  for  a  specialist.  That's 
why  the  several  thousand  time- 
buyers  (by  job  title  and  job 
function)  who  buy  national  spot 
read  the  broadcast  books.  More- 
over, they  rely  on  them.  They 
rely  on  one  or  two  favorites  al- 
most to  the  exclusion  of  all 
others. 

Buy  broadcast  books  to  give 
your  national  campaign  impact 
where  it  will  do  the  most  good 
...  at  least  cost. 


a  service  of 

SPONSOR 


bud  A  Crisis  Is  Born ! 


Today's  history  will  change  before  you  finish  this  sentence. 


Our  very  existence  requires  an  ever-growing  abundance  of 
news,  factual  and  detailed,  in  order  to  cope  with  the  events 
of  our  time. 

In  the  sprawling  Southern  California  market,  seven  million 
can  now  depend  upon  "The  News  Hour"  for  information  and 
insight . .  .whether  world-wide  or  at  the  community  level. 

KABC-TV's  lead-off  hour  of  evening  news  is  seen  at  six, 
Monday  through  Friday...  with  Editor  Baxter  Ward,  covering 
the  hard  news;  Carl  George,  features  reporter;  Peter  Miller, 
special  assignments;  Jim  Healy,  sports  stories  and  inter- 
views; Roy  Mitchell,  weather;  and  Ron  Cochran  with  the 
ABC-TV  news  roundup.  ° 


In  Los  Angeles...Set  Your  Watch 
tor..  "THE  NEWS  HOUR" 


© 


K  ARf    Tl/    °w"ed   and   Operated   by  American   Broadcasting- Paramount  Theatres,   Inc. 
r\HDV/'l   V     Represented     Nationally     by     ABC-TV    National    Station    Sales.     Inc. 


Focus  on  Florence 


See  a  picture  of  old  Southern  vivacity 
blended  with  the  modern  point  of  view. 

Florence  represents  the  fourth  largest 
single-station  market  in  the  nation. 


WBTW 

Florence,  South  Carolina 

Channel  13  •  Maximum  power 
•  Maximum  value 
•  Represented  nationally 
by  Young  Television  Corp. 

A  Jefferson  Standard  station 

affiliated  with 
WBT  and  WBTV,  Charlotte 


'SPONSOR 


10  SEPTEMBER   1962 


RESIDUALS:  fair  or  foul? 


►  Tv  commercial  residuals  top  $15  million 

►  Actors  love  'em;  agencies  burn 

*•*  Advertisers  doubt  system's  fairness 

►  SAG-AFTRA  rates  boost  bookkeeping  burden 


Residuals  arc  the  magic  world  of 
money  to  every  model,  ever) 
member  of  Screen  Actors  Guild 
(SAG)  ,  American  Federation  of 
Television  &  Radio  Artists 
(AFTRA)  American  Federation 
oi  Musicians    (AFM) ,  every  agent, 


manager,  and  personal  representa- 
tive in  search  of  a  dollar;  to  every 
mother  lacking  lucre  but  not  lack- 
ing a  cuddly  tot,  moppet,  or  still 
unweaned  infant;  and  to  many  an 
'on  the  beach  member'  of  Actors' 
Equity,  residuals  mean  big  money. 


All  ol  them,  about  25,000  indi- 
viduals, have  he. ml  about  "the 
five-day-old  baby  that  was  used  in 
a  soap  commercial  for  tv  and  will 
have  $20,000  in  residuals  by  the 
time  she  is  ready  for  college,"  and 
all  of  them  want  to  tap  the  same 
magic  money  mine. 

Residual  realities.  The  agencies 
and  advertisers  have  also  heard  the 
same  sun  ies  and,  since  the)  d<>  most 
of  the  hiring  and  producing  and 
all  the  paying  for  the  tv  commer- 
cials, their  knowledge  cuts  through 
the  world  of  hearsay  and  laces  the 
realities  of  residuals. 


AMERICAN   FEDERATION  OF  TELEVISION   AND   RADIO  ARTISTS 

(AFTRA) 

SCREEN    ACTORS 

1960-1963 

GUILD 

^"^ 

National  Code  Of  Fair  Practice  For 

1960 

V 

Recorded  Commercials 
For  Television  Broadcasting  Purposes 

COMMERCIALS 

• 

CONTRACT 

luals  be  justified? 

TV  RECORDED  COMMERCIALS 

Can  the  rules  for  tv  commercial  resit 

Upper  echelon  admen  now  studying  the  maze  of  regulations  ft 

>i  residuals  wonder  whether  the  rules  in  these 

two  hooks  cm  be  revised?    An  agenq   that  bills  S100  million 

>ays    $1.5   million   in    residuals    plus   handling 

SPONSOR    /    10   SEPTEMBER    1962 


*■     A.    All  Performers  other  than  Groups  and  Extras 


( 1 )   Ort'Camera 


Use 

Per-Use  Rate 

Cumulative 
Total 

1 

$95.00 

$  95.00 

2 

70.00 

165.00 

3 

60.00 

225.00 

4 

57.00 

282.00 

5 

57.00 

339.00 

6 

57.00 

396.00 

7 

57.00 

453.00 

8 

57.00 

510.00 

9 

57.00 

567.00 

10 

57.00 

624.00 

11 

57.00 

681.00 

12 

57.00 

738.00 

13 

57.00 

795.00 

14 

15.00 

810.00 

15 

15.00 

825.00 

16 

15.00 

840.00 

17 

15.00 

855.00 

18 

15.00 

870.00 

19 

15.00 

885.00 

20 

15.00 

900.00 

21  and 
each  use 

thereafter       10.00 

__ 

Guarantees  and  Discounts: 


discount  for  a  guaranf 
'-s  is  permitted 


(2)    Off -Comer  a 


Use 

Per-Use  Rate 

Cumulative 
Total 

1 

$70.00 

$  70.00 

2 

55.00 

125.00 

3 

48.00 

173.00 

4 

45.00 

218.00 

5 

45.00 

263.00 

6 

45.00 

308.00 

7 

45.00 

353.00 

8 

45.00 

398.00 

9 

45.00 

443.00 

10 

45.00 

488.00 

11 

45.00 

533.00 

12 

45.00 

578.00 

13 

45.00 

623.00 

14 

9.00 

632.00 

15 

9.00 

641.00 

16 

9.00 

650.00 

17 

9.00 

659.00 

18 

9.00 

668.00 

19 

9.00 

677.00 

20 

9.00 

686.00 

21  and 

each  use 

thereafter         7.50 

— 

Guarantees  and  Discounts: 

If  prior  to  first  Class  A  Us" 
">    Performer  is  «* 


Talent  loves  them,  clients  loathe  what  these  charts  from  AFTRA's  code  mean  to 


Class  A  category,  covering  use  on  network  programs,  is 
where  every  performer  hopes  his  spots  will  be  used,  and 


is  relatively  simple  to  figure.  When  spots  are  scheduled 
for  local  or  wild  use,  then  the  actors  gets  less  in  resid- 


An<!  those  realities  have  sudden- 
ly raised  a  rash  among  the  more 
proficient  proponents  of  the  ef- 
ficacy <>l  television  as  an  advertis- 
ing medium.  And  since  the  rash 
raises  hob  with  the  profit  picture 
ol  the  lA's  member  it  is  being 
studied  l>\  the  top  executive  eche- 
lons of  some  agencies. 

In  a  nutshell  this  is  the  situa- 
tion: 

Residuals  have  been  a  pail  ol 
television  since  1952,  when  video 
followed  i.idio  into  the  maze  of 
mechanical  reproduction  of  pro- 
grams and  oi  commercials.  Radio 
had  shifted  from  live  to  transcribed 


programing  and  the  taleni  unions. 
aware  of  what  recorded  music  had 
done  to  the  AFM  and  to  live 
music,  didn't  wait  for  the  inven- 
tion ol  video  tape;  tv  already  had 
iis  kinescopes  and  film  was  being 
used  for  tv  programing. 

Birth  of  residuals.  AFTRA  and 
SAG  fought  for  and  won  the  right 
to  residua]  payments  Eor  the  repeal 
use  of  an  original  performance.  In 
those  days  when  most  tv  program- 
ing was  live,  when,  as  one  veteran 

produc  ei    pill    it,   "live    ac  loi  s    wei  e 

the  cheapest  commodity  in  tele- 
vision," when  television  stations 
were  few,  when   main    major   mar- 


kets had  only  one  station  and  lew. 
outside  ol  New  York  and  Los 
Angeles,  had  more  than  two  out-* 
lets,  the  opposition  to  the  idea  ot 
residuals  was  perfunctory:  most 
didn't  care  and  the  lew  that  did  j 
were  ignored. 

Tocla\.  wiih  more  than  500 
video  mil  lets,  with  about  200  tele- 
vision markets,  with  television  bill 
ing  over  the  billion  dollar  mark, 
and  with  almost  all  television  on 
tape  or  film,  residuals  began  to 
bug  the  moneymen,  the  comptrol 
leis.  cost  accountants  and  check 
signers  ol  the  agencies  and  ad 
\  el  I  i  set  s. 


28 


SPONSOR    /    10    SEPTEMBER     1962 


Wild  Spot  Unit  Rates 


for 


t  Citie.  Not  Including 


New  York,  Chicago 


Los  Angeles 


Un<t 
I-  S-- 
6-  10  • 
U-  20. 
21-  25  • 
26-100  ■ 
101-175 


176  «nd  each 
unit  thereafter 


add.. 

udd.  ■ 

i  Id 


.i.Ul . 


800  p<-r  v,nit 
5.00  pet  'i"'1 
.,  r  unit 
1  25  per  unit 
l  jo  per  unit 


r  unit 


■      I 


a  unit 
i  unit 
2.50  per  «'><< 
2.00  per  unit 
r  unit 
er  unit 
.60  per  v,n1' 

20  per  unit 


B.    Population  Unit   Weighting 

Using  the  I960  Bureau  of  Census  population  figures  for  Standard  Metropolitan  Statistical  Areas  October  1960 
the  following  population  units  are  assigned  for  the  term  of  this  Agreement  for  all  cities  other  thin  New  York' 
Chicago  and  Los  Angeles,  which  are  specially  treated  in  sub-par.  E  of  this  Schedule  1 1 1 

(1)  Each  city  with  a  population  of  1,000,000  or  less— 1  unit ; 

(2)  Each  city  with  a  population  in  excess  of  1,000,000—1  unit  ior  the  first  1,000,000  and  an  additional  unit 
for  each  additional  1 ,000,000  or  fraction  thereof  to  the  nearest  1 ,000,000 ; 

(3)  In  accordance  with  (2)  above,  each  of  the  following  cities  is  weighted  as  specified: 


Papulation 

Baltimore 1 .707,462 . . 

Boston 2,566,732. . 

Cleveland 1786,740. . 

Detroit S.743,447. . 

Philadelphia 4,301,283. . 

Pittsburgh 2,392,086. 

St.  Louis 2,1 1  »>  •.  \77   . 

San  Francisco 2,725,841 . 


Units 

.2 
..3 

.2 
.4 

.4 
.  .2 

.2 

.3 


Washington,  D.  C 1.967,682 2 


"i  of  Fee  Computation 


tv  commercial  residual  payments 


|jals  and  the  agency  headaches  really  start.  This  is  where 
brofits  start  to  shrink  and  where  specialized  specialists 


are  required  at  the  advertising  agency  to  handle  billing 
and  paying.  Most  agencies  have  a  talent  payment  staff. 


Television  programs  which  cost 
&000  per  half-hour  in  1949,  as 
Suspense  on  CBS,  now  cost  $50,- 
>oo  per  episode.  Time  costs  are 
uglier.  The  networks  opened  up 
mil  advertisers  bought  more  spot, 
>reak  and  participation  announce- 
ments and  more  agencies  hilled 
nore  in  television. 

Rising  costs.  And  with  the  in- 
rease  in  tv  billing  came  a  big  in- 
rease  in  the  cost  of  tv  timebuying 
—which  everyone  knows — and  a 
.imilarh  big  boost  in  the  cost  of 
idministering  the  complex  residual 
Payments — which  most  did  not 
enow. 


What  the  cost  accountants 
learned,  as  the)  delved  into  the 
intricacies  of  attempting  to  hold 
the  profit  margin,  was  that  as  the 
number  of  commercials  increased 
(and  the  40-second  spol  breakthru 
which  legitimatized  the  quadruple 
spot  format  was  the  cue)  so  did 
the  amount  of  residual  payment 
bookkeeping. 

Today  .in\  ,u  tive  .^\  ageni  j  t\ 
department  lias  a  separate  talent 
payment  staff,  main  ol  them  using 
automated  equipment,  for  volu- 
minous and  involved  cross  indexed 
files  with  a  card  Eoi  each  commer- 
cial,   sponsor,    performer,    showing 


whether  it  is  tape,  film,  live  or 
i.tdio  (radio  also  has  residuals!), 
whethei  it's  on  <  amera,  voi<  e  ovei . 
network,  wild  or  local,  etc.,  and 
also  showing  when  it  was  liisi  used, 
when  it  will  be  used  again,  when 
ii  is  due  for  renewal,  when  pay- 
ments are  to  be  made.  etc.  and  etc. 
ad  infinitum. 

For  example:  an  agency  with 
1100,000,000  in  broadcast  hilling 
will  be  responsible  for  about 
$1,400,000  to  $1,500,000  in  resid- 
uals with  payments  being  made 
in  the  form  ol  perhaps  7,000  dif- 
ferent  chet  ks.  Each  check  will  vary 
in    amount    but.    more    important, 

29 


James  Daly 

He  is  reported  to  make  $100-150,000  a 
year  for  doing  Camel  spots  exclusively 


Ernest  Chappell 

For  many  years  Chappell  made  $100.- 
000  a  yeai   in  residuals  From  Pall  Mall 


Rex  Marshall 

I  he  voice  for  Gleem  and  Reynolds,  hi 
is    < >i i (    ol    few    making    ovei    ^25,000 


each  represents  a  separate  residual 
account;  and  each  account  must 
be  notified  in  advance  when  their 
performance  will  be  repeated,  and 
payment  must  be  made  within  30 
days.  And  more  than  one  52,000 
penalty  for  undue  delay  in  making 
payment  has  been  levied  and  col- 
lected. 

Network  payments.  Since  resi- 
dual payments  run  higher  for  com- 
mercials on  network  tv  than  on 
non-network  it  is  obvious  that 
agencies  with  clients  partial  to  net- 
work programs  will  have  higher 
residual  payments  and  overhead 
than  agencies  specializing  in  spot. 
And  since  few  agencies  will  reveal 
their  residual  dollar  payments  or 
the  number  of  residual  accounts 
they  administer  it  is  difficult  to 
obtain  more  than  educated  esti- 
mate of  these  overhead   items. 

Residual  payments,  according  to 
individuals  in  a  position  to  know, 
will  run  between  H/,  and  1%%  of 
billing.  With  tv  alone  billing  better 
than  $1  billion,  residual  payments 
represent  about  $15,000,000  for  tv 
alone. 

To  the  agency  billing  $100,000,- 
000  the  average  of  li/2%  residual 
billing  means  $1,500,000  in  resi- 
duals. This  is  commissionable,  and 
at  15%  means  a  revenue  of  $225.- 
000  less  the  cost  of  record  keeping, 
bookkeeping,  accounting,  notifying 
and  worrying  about  7,000  separate 
accounts.  What  this  costs  no  one 
knows. 

Clients  irritated.  What  is  known 
is  that  many  a  client  has  blown 
his  corporate  stack  at  being  billed 
lor  commission  on  residual  pay- 
ments; and  that  some  agencies  have 
solved  this  impasse  by  showing  the 
( lienl  the  welter  of  work  involved 
anil  offering  to  turn  the  residual 
assignment  over  to  the  advertiser 
and  dio])  the  commission.  Not  one 
client    has   accepted    the   offer. 

Nor  have  clients  been  able  to 
overcome  the  irritation.  To  both 
the  client  and  his  ad  manager — 
and  to  the  top  echelon  executives 
.it  agenc  ics —most  of  whom  are 
more  familiar  with  the  nomencla- 
ture of  print  advertising — the  re- 
sidua]   situation    is   intolerable 

"Only  in  broadcast  advertising," 
ilic\    argue,   "do  we  pay  a  'plate' 


cost  ever)  time  we  repeat  an  ad- 
vertisement. That  tv  commercial 
is  our  'plate,'  i.e.,  the  type  and  the 
artwork  or  photo  that  is  the  ad- 
vertisement. In  print  we  pay  that 
'plate'  cost  once  and  only  once  no 
matter  how  man)  times  we  run 
the  advertisement.  Only  in  radio/ 
tv  do  we  have  to  pay  the  equivalent 
of  the  artist  and  the  copywriter 
and  photographer,  printer  and  en- 
graver everytime  we  repeat  the  in- 
sertion." 

To  agency  people  more  familiar 
with  broadcast  advertising  prac- 
tices the  residual  problem  is  just 
another  factor  in  doing  business. 
To  other  agency  executives,  usual- 
ly those  more  familiar  with  the 
entire  operation,  the  residual  prob- 
lem is  peculiar  to  broadcasting  and 
one  that  gets  bigger  as  the  agenc) 
billings  increase.  These  are  the  top 
brass  who  are  bugged  by  the  con- 
stant need  to  increase  and  improu 
their  internal  service  staffs  and 
operations,  to  divert  skilled  man- 
power and  brainpower,  to  keeping 
down  costs  rather  than  using  them 
for  increasing  revenue. 

Goldmine  residuals.  To  these 
advertising  and  agency  people 
ever)  story  about  goldmine  resid- 
uals is  another  jab  of  the  needle. 
And  of  these  stories  there  are  more 
than  a  few.  The  trouble  is  they  are 
practicall)  impossible  to  verify — 
all  the  way.  Some  of  these  are: 

The  familiar  story  about  the 
baby  in  a  soap  commercial  making 
$20,000  from  residuals.  This  has 
happened,  but  not  to  every  baby 
and    it    will    be   closer   to   $10,000. 

The  also  familiar  story  of  the 
actress  whose  pooch  earns  moic 
than  the  actress  doing  dog  food 
spots  without  residuals. 

The  anecdotes  about  the  two 
girl  singers  with  the  abilit)  t< 
sight  read  music  who  each  earn 
$100,000    a    \ear    doing    jingles. 

The  'slice-of-life'  family  of  foul 
that  were  on  camera  10  seconds 
and  earned  $5,000  each  thanks  tc 
residuals. 

The  $25  or  $35  to  $55,000  Rutl 
Jackson  is  supposed  to  have  earn© 
by  doing  Pledge  commercials. 

I  he  i adio  station  in  sunn) 
California  that  Julie  Conway  am 
husband    Robert   Sherry  bought— 


30 


SPONSOR    /    10    SEPTEMBER    1961 


supposed!)  wiili  S80.000  she  is  re- 
ported to  have  made  from  saying 
"Ooli,  thai  Oxydol  sparkle"  <>u 
radio  commercials. 

$15,000  mildness.  I  he  $15,000 
.1  yeai  m  residuals  thai  ( I)  I  lai  i  ii  e 
is  reported  to  receive  for  his  voice- 
o\ci  tag,  "And,  the)  are  mild,"  on 
the  Pall  Mall  spots. 

I  he  professional  hand  models, 
■bout  a  dozen  all  told,  who  gel  no 
residuals,  bui  are  in  su<  h  demand 
the)  purportedly  earn  $40-50,000 
.i  year. 

[*he  $100-150.0(1(1  each  yeai 
[ames  Daly  is  supposed  to  net  for 
doing  the  Camel  commercials  ex- 
clusively. 

1  he  $100,000  a  yeai  Ernesi 
Chappell  made  from  Pall  Mall  for 
so  niaiiN  years.  1  he  $100,000  a 
year  Bill  Shipley  is  rumored  to 
earn  from  Prudential  and  Chase 
Manhattan  spots. 

V  i  lassie  anecdote  aboul  aneni 
residuals  that  agency  men  quote 
concerns  the  hue  and  extremely 
talented  thespian  Donald  Bain, 
who  had  recorded  the  piping- 
voiced  "Smoke  Kools,  Smoke 
KooN."  commercial  tag  Eoi  radio 
use.  Some  \e.ns  later  the  agency 
was  taping  a  fresh  batch  ol  com- 
mercials and  the  replacement 
Smoke  Kools'-  voice  did  not  show 
up.  Rather  than  scratch  the  entire 
session  someone  located  a  record 
thai  Bain  had  made  years  ago  for 
use  on  radio,  fed  it  into  the  sonnd- 
ii.uk  and.  so  the  stor\  goes,  Mrs. 
Bain  now  gets  aboul  $10,000  a 
yeai    from  these  residuals. 

Cold  facts.  Cut  through  the 
verbiage  and  some  cold  facts  come 
to  view.  Namely  that  there  are  no 
more  than  100  members  of  SAG 
oi  AFTRA  who  earn  525.000  a 
yeai  or  better  doing  commercials; 
that    few  earn   this   for   10   vears. 

These  few.  in  addition  to  the 
aforementioned,  include  Rex  Mar- 
shall, the  voice  for  Gleem  and 
Reynolds;  Nelson  Case  for  Ivory; 
Dick  Stark  for  Remington:  Ed 
Reimers  for  Crest  and  Allstate: 
foyce  Jordan  for  Easy-off.  These 
are  the  perennials,  the  old  pros, 
always  in  demand,  often  on  guar- 
antees, almost  always  above  scale, 
and  big  money  makers  even  before 
(Pleasr  turn  to  page  51) 


Two  rep  firms  merge  as  VT&M 


Executives  ol  newly-formed  Venard,  ITorbel  v  McConnell  are  (standing,  l-r)  \  p 
and  sec'y  Stephen  R.  Rintoul,  executive  \.|>.  Uan  I.,  rorbet,  v.p.  Robert  R. 
Allen,  and  v.p.  Howard  B.  M\eis,  and  (seated)  v.p.  and  treasurer  fames  V.  Mc- 
(  on  mil  and  president  Lloyd  George  Venard,    Station  properties  are  in    i"  states 


The  mergei  of  two  radio  t\  sta- 
tion representatives  this  week 
created  a  new  company,  Venard, 
Ioibel  8:  McConnell,  which  will 
rank  among  the  top  ten  of  the  na- 
tion's  j'l   station    representatives. 

VT&M,  the  new  firm,  was  pro- 
duced   In    the    merger   of  Venard. 


I\   president  ol  Venard,  Rintoul  & 

McConnell.  now  becomes  president 
ol  V  r&M.  Earliei  he  had  been 
with  Edward  Petry,  O.  L.    I  ayloi . 

and   with   sevei  al   stations. 

Alan  L.  Torbet,  now   executive 

v.p.   of   VT&M,   was   president   of 

I  oi  bet,   Mien  &  ( a. me.    I-  ai  liei  he 


►  Venard,  Torbet  &  McConnell  formed 

►  Successor  to  VR&M  and  TA&C  in  top  ten 


Rintoul  &  McConnell,  a  New  York- 
based  company,  and  Torbet,  Allen 
8c  Crane,  a  California  organiza- 
tion. The  new  station  representa- 
tive will  have  radio  and  tv  prop- 
erties in  30  states. 

The  former  Venard  company  had 
offices  in  New  York.  Chicago,  De- 
troit, and  Dallas.  Torbet  had  of- 
fices in  San  Francisco  and  Los  An- 
geles, with  affiliations  in  Portland, 
Ore.,  Seattle,  and  Denver.  In  ad- 
dition. Torbet.  Allen  &  Crane  had 
a  50' ',  interest  in  the  Dallas  office 
of  Venard,   Rintoul   &   McConnell. 

In  1960  the  two  reps  began  a 
mutual  affiliation  agreement,  joint- 
ly representing  a  list  of  stations. 

Lloyd  George  Vernard,   Former- 


managed  or  owned  properties  in 
Portland,  Sacramento,  and  San 
Francisco. 

(allies   V.    \b  (  onnell    is   \  .p.   and 

treasurer  of  the  new  company,  and 
Stephen  R.  Rintoul  is  \  ,p.  .n\d  si  i 
retary,  both  based  in  New  York. 

V.p.  I  low. ml  B.  Myers  will  head 
the  Chicago  and  mid-western  divi- 
sion and  Robeit  R.  \llen  will  be 
San  Francisco  \.p.;  in  addition, 
managers  will  include  [anus  \. 
Brown  in  Detroit,  Al  Hazelwood 
in  Dallas.  .\\\<.\  \.  \i  iluii  Asioi  in 
1  os  Angeles. 

Furthei  expansion  ol  offic  es  .uu\ 
personnel  will  be  announced  short- 
ly including  an  expanded  head- 
quarters in  New  Yoik.  ^ 


SPONSOR    /    10   SEPTEMBER    1962 


SI 


Programing  chess  moves  at  NBC  TV  headquarters 

[ndustry  observers  were  not  surprised  when  Mori 
Werner  (1).  NBC  TV  v.p.,  programs,  got  Jerry 
Chestei     (above),   formerly    of  ABC  TV  as  No.  2 


New  faces  in  NBC  TV  program  posts 


►  Finally,  Werner  lands  Jerry  Chester 

►  Grant  Tinker's  skills  to  be  used  on  Coast 

►  Ed  Friendly  to  beef  up  the  specials 


Any  reasonably  accurate  account 
ol  what  has  been  happening 
among  network  program  executives 
recently,  insofai  as  jobs  and  titles 
aie  concerned,  would  call  lor  a 
Iineh  etched  road  map  and  t lie  un- 
doubted skill  ol  a  Vasco  da  Gama 
to   lead   and   comprehend. 

Call  it  what  you  will — the  musi- 
cal chairs  gambit,  the  revolving 
dooi  routine,  the  complex  and  in- 
timate  network  ol  paths  leading  to 
and  liom  jobs,  the  gamesmanship 
in  filling  program  department  va- 
cancies -nothing  like  the  current 
personnel  changes  among  nctuoik 
programers  has  occurred  in  a  long, 
long  time. 

lint  one  thing  appc.us  certain, 
as  a  result  of  the  many  comings 
and  goings  among  program  chief- 


tains and  their  numerous  sub- 
alterns, there  is  unbounded  joy  on 
the  fourth  floor  (NBC  TV's 
program-planning  citadel)  at  30 
Rockefeller  Plaza. 

Mort  Werner,  vice  president, 
progiaius.  lor  NBC  TV,  reached 
out  for  Gil  and  Chester,  who  had 
done  a  massive  job  as  vice  presi- 
dent in  charge  of  daytime  pro- 
graming  al  ABC  TV  and  offered 
him  what  was  obviously  the  choice 
number  two  program  slot  at  NBC 
IV. 

No.  2  programer.  Chester,  who 
worked  with  Werner  in  the  old 
days  al  NBC,  was  asked  il  he  would 
like  to  take  charge  ol  program  ad- 
ministration, which  meant  an  op- 
portunity i<>  display  his  unusual 
creative    abilities   in    both   day-   and 


nighttime  programing.  At  ABC 
TV  his  talents  were  restricted 
largely  to  fashioning  the  web's 
daytime  structure,  something  which 
he  had  performed  with  expertness 
and  acumen,  according  to  informed 
observers  at  West  66th  Street. 
Those  close  to  the  programing  pic- 
ture at  ABC  IV  insist  that  Ches- 
ter's concepts  regarding  daytime 
programing  were  largch  responsi- 
ble for  the  web's  virtual  sellout  of 
the  new  season's  morning  and  af- 
ternoon goodies. 

Along  with  the  appointment  of 
the  40-year-old  Chester  as  No.  2 
man,  Werner  promoted  Grant 
Tinker  from  vice  president,  gen- 
eral program  executive,  to  vice 
president,  program  operations, 
West  Coast.  1  his  means  thai  Tink- 
er will  be  second  in  command  un- 
der Felix  Jackson,  vice  president, 
NBC  TV  programs,  West  Coast. 
and  will  move  his  office  to  the 
NBC  offices  in   Bui  bank.  Cal. 

Werner  also  named  Edwin  S. 
Friendly  as  \ice  president,  special 
programs,  giving  the  latter  an  op- 
poi  iunii\    to  displa)    his  talents   in 


32 


SPONSOR        10   si  PTEMBER    1962 


-tre  now  in  hands  of  these  master  tacticians 

Recent  deeply  significant  Nl>(.  I'V  personnel  changes:  Gran)  rinket  (1)  was 
promoted  from  \.|>..  general  program  executive,  to  vice  president,  program  op 
erations,   West    Coast,   and    Ed    Friendly    fr.   (r)    named    v.p.,    special    programs 


specials.  Friendly,  in  a  measure, 
picks  up  the  chores  left  l>\  Lester 
Gottlieb,  who  has  resigned.  Some 
ol  the  specials  Friendly  will  spend 
time  "ii  are  the  Purex  "World  of 
.  .  ."  series  ol  six  shows:  DuPont 
Show  <>\  the  Week  (seven  original 
dramas);  Danny  Kaye  Show  spe- 
cial; six  Hob  Hopes;  five  Hallmark 
productions  including  "Teahouse 
ol  the  Vugust  Moon"  and  "Cyrano 
ilc  Bergerac."  Fun  on  Broadway, 
.in  Abe  Bui  rows  creation  not  yet 
sold,  is  also  something  Friendly 
will  look  after. 

Influence  seen.  It  is.  however, 
the  Chester  appointment  that  is 
calling  forth  special  hosannahs  at 
\  K<  Nor  is  this  move  viewed 
with  anything  less  than  high  opti- 
mism in  other  seetois  of  Broadcast 
Row.  In  Chester,  video  program- 
ing savants  see  a  wise  figure  who 
will  undoubtedly  exert  great  and 
discerning  influence  on  programing 
matters  at  NBC. 

Chester,  according  to  those  in- 
terviewed by  sponsor  last  week, 
brings  to  television  the  penetrat- 
ing critique  of  the  twentieth  cen- 
tin\  scholar,  excellently  blended 
with  the  enormous  enthusiasm  and 
savvy  that  one  is  apt  to  find  on 
occasion  in  the  higher  precincts 
of  Madison  Avenue.  But  this  guy 
certainly  is  no  stuffy  egghead,  make 

SPONSOR    /    10    SEPTEMBER    1962 


ins 


that  pel  fe<  tl\   i  leai .  t  lu\   s.i\  . 

Chestei  made-  his  maiden  ap- 
pearance at  NBC  bails  in  1953  as  a 
Ford  Foundation  scholar  studying 
the    rise    of    television.       He    staved 

through  1957  as  a  general  program- 
ing executive.  During  this  period 
he  observed  much,  while  working 
with  such  knowing  figures  as  Pat 
Weaver,  Ted  Pinkham,  Werner, 
and  others.  From  XBC  he  went  to 
ltd  Bates  where  he  a  No  worked 
with  Pinkham.  It  was  while  at 
Bates  that  ABC  nabobs  spotted  his 
talents  and  asked  him  to  set  up  the 
new  web's  daytime  program  struc- 
ture. Tom  Moore  had  ah  each  suc- 
ceeded James  Aubrey  as  top  pro- 
gram man  at  ABC  when  Chester 
ai  rived  there. 

Strong  threesome.  In  creativ- 
ity and  administration,  this  means 
added  strength,  Werner  said, 
when  he  announced  the  appoint- 
ments of  Tinker,  (luster,  and 
Friendly.  "Grant  Tinker,  in  the 
short  time  since  he  has  returned 
to  NBC.  has  handled  a  large  num- 
ber of  special  assignments  in  the 
program  department  with  distinc- 
tion and  success  and  in  the  cetme 
ol  so  doing  has  earned  the  respect 
and  admiration  of  Mr.  Jackson  and 
his  associates  on  the  West  Coast 
and  the  XBC  management,  as  well 
as  our  program  suppliers,  our  ad- 


\ci  i  ist  i  s.  and  then  agent  ies,'   w 
net     said.    ' '  |  e  1 1  \     Chestei     has 
at  hieved   fot    himsell   an   industi  j 
m  ide  reputat  ion  as  a  pi  ogi  am  ex 
e<  utive  ol  gi eat   skill  and   ingenu 
n\      I  am  delighted  thai  \  B(    will 
continue  to  have  available  the  long 
and    varied    experience    ol    I  d 
Friendly  in  i  he  at  ea  ol  spe<  ial  pro 
grams  and  in  handling  assignments 
ol  high  pi  im  us  loi  me.   I  he  result 
ol    these  appointments  will   be  to 
plat  e  highly  qualified  progi am  ex 
ecutives    in    responsible    positions 
where  they   can   make  best   use  ol 
i  In  ii    <  apabilit  ies.       I  his    w  ill   en- 
able us  to  move  ahead   with  still 
greatet   speed  in  |nn»i  am  t  reation 
a\)A  development  and  in  planning 
lot   the  future." 

Network  control?  (  hestei  told 
sponsor  it  wasn't  easy  for  him  to 
leave    ABC    where    he    had    made 

main    Ii  lends,   but    the  oppoi  tunil  v 

lot  broader  scope,  more  variety  at 
\l'>(.  prompted  him  to  make  the 
move.  "It's  a  more  challenging 
job."  he  said  simply.  When  inter- 
viewed, he  was  as  calm  and  un- 
ruffled as  the  Gautama  Buddha. 
Chester  is  not  a  loud  speaker; 
there  is  softness  and  t  lai  ity  at  all 
times  in  his  speech.  Amid  the  many 
t  hoies  ol  the  moment,  he  was  also 
called  upon  to  selci  i  new  drapes 
for  his  office.  The  new  office  is 
considerably  target  than  the  one 
he  piev  iously  o<  t  upied  some  50 
feet  away. 

I  he  subject  of  network  control 
ovei  pi  0.41. nning  arose  during  the 
interview.  A  number  of  agent  j 
program  chieftains,  it  appeal s,  have 
been  complaining  that  they  have 
little  to  sav  about  what  goes  on  tin 
ail  ovei  the  networks.  Agency  pro- 
gram lads  are  saying,  in  essence: 
"  I  he    netwoi  ks    are    stifling    out 

t  lealiv  itv  |" 

In  Chester's  opinion,  the  hour- 
long  program  and  minute  commer- 
cial changed  the  concept  of  com 
mercial  programing  and  conse- 
quently gave  the  networks  virtual 
control  ol  program  content.  He 
thought  the  magazine  concept  was 
a  good  thing.  He  made  it  clear, 
however,  that  networks  were  in 
continuing  consultation  with  the 
(Please  turn  to  p 

33 


If  Hollywood  did 
"The  FCC  Story" 


What  the  Hollywood  scene  might  be  if 

ever  the  moviemakers  film  "The  FCC  Story," 
as  humorously  imagined  by  W.  F.  Miksch 


Si  ine:  A  story  conference  is  in 
progress  at  the  Beverly  Hills  pool- 
side  office  of  Druid  J.  ("Deejay") 
Promissory,  veteran  movie  produc- 
er for  Behemoth  Studios.  The 
Great  Man  himself,  wearing  gold 
lame  swim  trunks  and  smoking  a 
pre-Castro  cigar,  is  reclining  in  a 
throne  chair  which  was  discarded 
during  the  filming  of  Cleopatra 
because  it  was  considered  too  ro- 
coco. At  his  right,  draped  over  a 
rubber  beach  toy  replica  of  Anita 
Ekberg,  is  famed  director  Flam- 
berto  Fossilini,  still  wearing  the 
ski  togs  he  had  on  wlien  sum- 
moned to  Hollywood  from  vaca- 
tion in  the  Pennine  Alps.  Fossilini 
is  amusing  himself  by  pitching 
heated  pearls  at  the  lovely  starlets 
splashing  about  in  the  pool.  Oscar- 
winning  script-writer  Hy  Bracket, 
looking  quite  conventional  in  red 
beard  and  turquoise  muu-muu,  is 
pacing  the  jewel-studded  tiles  and 
riffling  through  the  script  he  has 
just  completed  for  The  FCC  Story. 
An  artificial,  vitamin  -  reinforced 
sun  hangs  over  a  nearby  yardarm, 
while  from  an  adjoining  studio  lot 
comes  the  sound  of  violent  ham- 
mering and  sawing.  Promissory 
rises  angrily,  goes  over  and  pounds 
on  the  rear  of  the  set. 

Promissory:  (Shouting)  quiet! 
A  little  more  quiet  over  there! 
(Returns  to  throne  muttering,  as 
sawing  and  hammering  subsides) 
Ben  Casey's  operating  on  some  pa- 
tient again.  That's  what  we  get 
Eoi  renting  out  our  sets  to  televi- 
sion producers! 

Bracket:    Don't    worry,  Deejay. 


You  can  throw  'em  all  off  the  lots 
after  we  do  The  FCC  Story.  The 
way  I  figure,  it  oughta  gross  at  the 
very  least — 

Fossilini:  Ah,  si!  Molta  moneta! 
And  we  shoot  it  in  Europe. 

Bracket:  (Aghast)  In  Europe! 
Shoot  The  FCC  Story  in  Europe! 
But  we  can't  do  that!  Why  the 
Federal  Communications  Commis- 
sion is  as  American  as  .  .  .  well,  as 
hlueberry  pie! 

Promissory:  Take  it  easy,  Hy. 
Fossilini's  got  something.  We 
should  shoot  in  Europe. 

Bracket:  But  most  of  the  action 
takes  place  at  12th  Street  and 
Pennsylvania  Avenue  in  Washing- 
ton, D.  C. 

Fossilini:  So  we  switch  it  to  the 
Piazza  Venezia.  Very  pretty.  Lots 
of  pigeons — 

Bracket:  Pigeons!  Who  needs 
pigeons? 

Fossilini:  The  pigeon  she  is  sym- 
bol of  communications  ever  since 
she  fly  back  to  Noah's  ark  with 
olive — 

Bracket:  That  was  a  dove! 

Promissory:  Gentlemen,  please. 
It's  settled.  We  shoot  in  Europe. 
Also  it'll  save  us  money  on  extras 
for  the  mob  scenes. 

Bracket:  Mob  scenes?  What 
mob  scenes? 

Promissory:  The  storming  of 
the  House  Special  Subcommittee 
on  Legislative  Oversight  by  angry 
peasants  in  1959.  The  triumphal 
march  of  Newton  Minow  up  Madi- 
son Avenue  with  elephants — 

Bracket:  But  there's  nothing 
like  that  in  my  script! 

Promissory:   Then  put  'cm   in. 


That's  why  the  studio  supplies  you 
with  pencils,  Hy.  Another  thing, 
I  rather  like  Fossilini's  concept  of 
the  pigeons — 

Fossilini:  (Beaming)  Ah,  si.  We 
open  with  the  credits  superimposed 
on  a  wide  angle  shot  of  the  blue 
Mediterranean  sky.  Then  out  of 
a  corner  of  the  screen  comes  a  lit- 
tle pigeon  and  flies  slowly  across — 

Promissory:  Yes,  yes.    Go  on — 

Fossilini:  When  suddenly  — 
Pouf!  Out  of  the  sky  dive  a  hawk! 
And  he  grab  the  poor  little 
pigeon — - 

Bbackkt:  Now  wait  a  minute! 
That's  carrying  your  camera  sym- 
bolism too  far!  You're  making  the 
FCC  look  like  the  villains  of  the 
piece! 

Promissory:  Hy's  right,  Fossilini. 
Maybe  you  could  have  the  hawk 
just  fly  over  and  scold  the  pigeon  a 
little—? 

Bracket:  Look,  Deejay,  I've  al- 
ready written  the  script.  Won't 
you  both  please  let  me  read  it? 
(Pro??iissory  adjusts  his  sunglasses 
to  "Super-Dark"  and  settles  back 
for  a  nap;  Fossilini  resumes  pitch- 
ing pearls  at  the  starlets) .  Okay. 
Now,  The  FCC  Story  opens  with 
the  faint  beeping  of  a  wireless  ra- 
dio key  which  will  increase  in 
volume  until  everyone  but  the  very 
deaf  are  driven  from  the  theater. 
Then  we  run  a  creeping  title  that 
reads:  "The  following  colossal 
story  is  dedicated  to  that  intrepid 
little  band  of  stout-hearted  men 
who  have  served  as  the  guardians 
of  our  air  waves  since  1934 — " 

Promissory:  (Waking  up)  19341 
Is  that  as  far  back  as  you  start? 

Bracket:  It's  when  the  FCC 
started,  sir. 

Promissory:  Well,  start  it  earli- 
er! Any  fool  knows  that  the  big 
money  makers  in  the  picture  in- 
dustry have  all  started  way  back — 
Cleopatra,  Ben  Hur,  King  of  Kings. 
Win  even  Gone  with  the  ]Yinil 
was  back  in  ]8f)(l  or  1776  or  some- 
thing— 

Bracket:  Yes,  sir,  I'll  change  it. 
Anyway,  our  story  begins  as  the 
camera  pans  in  on  the  offices  of  the 
FCC  in  the  Post  Office  Building  in 
Washington — 

Fossn  ink   In  Rome. 


34 


SPONSOR     /     10    SEPTEMRER     1962 


BRACKI  i:  ()ka\.  Rome,  h  is  «  of- 
Eee  break  time,  and  Sammy  Davis, 
Jr.,  who  is  the  commissions  in 
charge  <>l  station  applications  west 
oi  l  .is  Vegas,  is  singing  to  I>i/  Tay- 
loi  who  works  as  a  monitor  of  day- 
time iv  shows.  Miss  T.i\loi  is 
dancing  on  a  desk  top  as  Davis 
lings, 

•Oh.  the  FCC 

Is  i he  life  for  me — " 

Promissory:  Sink  to  the  story 
line.  Hy.  When  I  want  you  should 
write  music.  I'll  pul  it  in  your  con- 
tract.  For  music.  The  FCC  Story 
budget  should  be  able  to  get  Rod- 

gers  ©1   Abe  bin  tows — 

Fossil  i\i:  And  make  him  stop 
lasting  all  the  parts.  Altet  all.  I  — 
1  ossilini  —am  the  director! 

Br  mki  i  :  All  right,  all  right. 
Well,  all  ol  a  sudden,  in  walks  the 
chairman  of  the  FCC  himself! 

Promissory:   Newton  Minow? 

P.k  \i  ki  i:  No.    Gary  Gram. 

FOSSILINI:  (Angrily)  He's  cast- 
ing my  show  again! 

Promissory:  (Thoughtfully)  Not 
bad  though.  I  can  see  it  now  in 
lights  over  Broadway  and  in  the 
newspaper  ads:    "Together  at   last 

Gram  and  Taylor  in  The  FCC 
Story!  The  guilt  and  glory  of  a 
mighty  passion!  Inflamed  desires 
and  illicit  commercials  in  the  sin- 
sodden  world  of  television!  Are 
you  adult  enough  to  take  The  FCC 
Story?  Nobody — absolutely  nobody 
— will  be  seated  during  the  last  30 
minutes  of  this  picture!" 

Bracket:  Yes,  yes.  Deejay.  But 
to  continue:  Cary  Grant  glares  at 
Miss  raylor  and  at  the  chorus  of 
100  dancing  girls  from  the  typist 
pool,  and  says,  "This  is  a  \ast 
wasteland!"  Well,  that's  the  cue 
for  Judy  Garland  to  pop  up  and 
sing, 

"Somewhere  over  the  wasteland. 

Bluebirds — " 

Promissory:  I  warned  you  be- 
fore. Stop  with  the  music  busi- 
ness! 

Kossii.ini:  (Dreamily)  I  ran  see 
it  ill — this  vast  wasteland.  Miles 
and  miles  of  arctic  tundra — like 
you  find  in  Spain — with  nothing 
but  a  mushroom  here  and  a  cari- 
bou track  there,  when  far  in  the 
'list. nice    out    of   a    menacing    sky. 


made  twi<  e  as  menai  ing  In  the 
( wen  Fossilini's  i amera  fdu  is. 
comes  winging  tin's  tiny  little 
pigeon — 

Br  \c  ki  i  :   I  .c-i  me  finish,  willya? 


(  .1111.11    <  holds    pic  k    Up   .Is    Ml-      G 

land  snips  singing,  and  the  dooi 
opens,  and  in  walk  Elvis  Presley 
and  Fabian.  Elvis  plays  a  stai ion 
opei  .not  in  i he  ( )/.n  ks  and  Fabian 


SPONSOR     '    10    SEPTEMBER    1962 


35 


is  his  son  to  whom  he  has  willed 
the  station  because  he  doesn't  be- 
lieve in  life  insurance.  Only  now 
he  has  come  East  to — 

Fossilini:  To  Rome. 

Bracket:  ■ — to  find  out  wh\  the 
FCC  hasn't  renewed  his  license, 
and  he  says  he'll  fight  the  case 
right  up  to  the  highest  court  in  the 
land  which  is  Bobby  Kennedy 
played  by  Peter  Lawford,  when 
suddenly  Miss  Taylor  steps  for- 
ward and  strips  off  her  sequin 
gown  to  reveal  a  red-white-and- 
blue  bikini  with  a  sheriff's  star  on 


one  kini.     Says  Liz:  "I  am  a  secret 
agent  for  the  NAB.   When  did  you 
last    run    a    public    affairs    docu- 
mentary?"    Presley   is   loaded   with 
chains  and  hauled  off  in  a  tumbril 
to  Capitol  Hill  as  the  entire  Mitch 
Miller  glee  club  enters  singing, 
"To  a  hearing  we  must  go, 
Tell  the  networks,  Ho,  ho,  ho — " 
Fossilini:    (Enthused)    And  then 
the    gladiators,    and    the    Legions 
from    Gaul,    and    Hadrian    with    a 
thousand  chariots — 

Promissory:    By   George,   you've 
got  it,  Bracket!    Let  me  get  on  the 


phone  to  our  bankers  in  New 
York.  Just  think,  until  a  few  years 
ago  who  ever  heard  of  the  FCC? 
Now  when  we  come  out  with  this 
smasheroo,  everybody  will  be  well- 
informed!  By  the  way,  how  many 
commissioners  are  on  the  commis- 
sion? 

Bracket:  Oh,  1  researched  this 
good,  Deejay.  There's  a  chairman 
and  six  members. 

Fossilini:  Ah,  si.  Six  members — 
three  boys  and  three  girls.  Agreed? 

Bracket:  Agreed.  Plus  a  cast  of 
thousands  ol  broadcasters.  ^ 


Home-town  tv  and  the  soft-drink  war 


Coke's  Sprite  makes  hit  in  Mississippi 
Pulse  study  shows  before-after  impact 
Sales  rise  43 %  after  6  weeks  of  tv  campaign 


That  greater  use  of  home-town  tv 
stations  may  become  an  impor- 
tant phase  in  the  contest  between 
the  soft  drink  giants  (as  delineated 
in  sponsor  on  25  June  and  13  Au- 
gust) is  indicated  in  a  study  taken 
l>\  Pulse  this  year  which  dramatic- 
ally demonstrates  the  effectiveness 
ol  a  campaign  on  one  such  station 
in  Mississippi  to  create  sales  un- 
pad loi  Sprite,  a  new  Coca-Cola 
product. 

\>  .i  result  of  the  tv  campaign 
in  the  Hattiesburg-Lauiel  market 
r > ] i  WDAM-TV,  national  advertis- 
ers and  advertising  agencies  havet 
icison  to  reconsider  the  use  of 
home-town  tv  stations  which  very 
olien  are  by-passed  because  they 
covei  .in  .ii cm  which  is  also  reached 
by  stations  in  nearby  bigger  cities. 
In  this  case,  WDAM-TV  (an  \BC 
\I'.C  alfdiate)  lies  between  the  ad- 
jacent cities  of  Lam  el  and  Hatties 
burg,  which  are  flanked  by  Jack- 
son and  Meridian. 

Before  and  after.    Perhaps  the 
most    interesting  pail  of  the  Pulse 


surve)  to  advertisers  is  the  response 
to  the  question:  What  brands  of 
soft  thinks  have  you  purchased  in 
the  past  two  weeks?  A  week  before 
the   campaign    began   on   WDAM- 


TV,  1.1%  of  the  interviewees  named 
Sprite;  six  weeks  later,  1  1' ',  named 
the  new  brand.  Coca-Cola  led  with 
64.9%  and  74%,  respectively. 

"The  introduction  of  Sprite  to 
the  Laurel-Hattiesburg  market," 
said  Marvin  Reuben.  WDAM  I  V 
general  manager,  "proved  an  ideal 
opportunity,  one  for  which  our 
station  had  longed  yearned,  to 
gather  documented  proof  that 
'outside'  stations  cannot  create  (Ik- 
sales  impact  of  home-town  tv." 

The    station's    campaign    began 


An  auspicious  beginning — egg  makes  pitch 

The  introductory  campaign  for  Sprite  used  "talking"  eggs  which  looked  like   hu 
in. in-.    \gency  calls  this  tin    "egghead   series."   Follow-up   was  more  standardized 


36 


SPONSOR  /   10  SEPTEMBER    1962 


Executives  toast  success  of  new  soft  drink  campaign  for  Sprite 

On  hand  as  Sprite,  the  new  Coca-Cola  soli  drink,  is  processed  .it  the  Coca-Cola  Bottling  Co.,  Hattiesburg,   Mi--,    is  Marvin 
Reuben  (1),  WDAM-TV  general  manager,  and  R.  S.   (Dicky  Thomson,   sales   and    advertising    manage]    oi    the   Coke    plant 


bout  11  months  alter  a  Sprite  t\ 

ewspaper     campaign     began     i:i 

earby     [ackson    and    about    eight 

onths  after  the  campaign  began 

in      Meridian.      The     campaigns, 

lii(li   are  still   running,  all   wen 

nitiated  by  the  bottlers  in  the  four 

cities.   The  l.auiel  1  i.itiu isburg  bot- 

i  lei  s  ,ii  e  sharing  the  cost. 

Budget  allocated.  The  lattei 
bottlers  allocated  87'  ,  of  the  budg- 
et to  WDAM-TV  and  the  remain- 
der to  radio,  billboards  and  print, 
["here  are  two  newspapers  and 
seven  radio  stations  in  those  (ities. 

Before  the  campaign  got  under- 
way   in    Hattiesburg    and    Laurel, 

Reuben  called  in  The  Pulse  or- 
ganization to  test  the  brand  aware 
ness  and  buying  habits  of  residents 
in  that  market,  and  also  to  test  the 
influence   of   "outside"    stations. 

I  he  personal  interview  sui\e\ 
was  conducted  in  [ones  and  For- 
rest counties,  the  home  counties  ol 
l.auiel  and  Hattiesburg.  respective- 
ly. I  here  were  two  waves  ol  inter- 
views: the  first,  numbering  356  re- 


spondents, was  conducted  the  week 
ol  26  March  (one  week  before  the 
campaign  began):  the  second,  num- 
bering .')tiO  different  respondents. 
was  conducted  six  weeks  alter  the 
new  Coke  product  had  been  ad- 
vertised on   WDAM-TV. 

Comparative  coverage.    Data 

from  ARB  and  Nielsen  establish  a 
base  loi  comparing  the  coverage  ol 
the  t\  stations  in  this  area. 

The  Pulse  stud)  consisted  of  four 
questions,  one  of  which  already  has 
been  mentioned.    The  others  were: 

•  ]\'h(it  brands  of  soft  drinks 
can  you  name?  In  March,  1 3.7'  , 
named  Sprite;  in  May,  77.  V  , 
named  it. 

•  What  brands  of  soft  drinks 
have  you  seen  or  heard  advertised 
recently  (and  where)}  In  March, 
12. 1',  saw  or  heard  Sprite  mes- 
sages—8.1' (  on  tv:  in  May,  75 
saw  or  heard  Sprite  copy— 69.5' 
on   tv  and   7%  on  radio. 

•  What  do  you  remember  seeing 
or  hearing  about  this  brand?  In 
Match,     only     three    points    were 


mentioned;  in  May,  eight  cup 
points  were  mentioned,  including 
"tingling  tartness,"  "lemon  Inn- 
taste,  "green  bottle,"  "sparkling." 
"bubbles  and  bells,"  "made  b) 
( !o<  a  (  ola."    and    "pieli\    jingle." 

Types   of  messages.  The  com- 
mercials were  prepared  by  the  M< 
(ann  Marschalk  advertising  agency 
which  represents  the  Fanta  Bevei 
age   ( io.,   a   di\  ision   ol    Coca-(  lola 
that  makes  the  Sprite  syrup. 

The  messages  are  filmed  min- 
utes and  20s,  one  ol  which  is  in 
color.  The  commercials  which  in- 
troduc  ed  the  c  ampaign  ai  <  c  ailed 
the  "egghead  scries."  These-  ai  e 
stop  motion  messages  in  which 
eggs  with  "human"  laces  delivei 
the  pile  h. 

I  his  set  ies  was  followed  by  the 

"kaleidoscope  seiics"  oi  live  action 
messages.  I  he  kaleidoscopes  aie  of 
two  kinds.  The  first  batch  is  of 
the  "beautiful"  type— music    track, 

mood  shots,  etc  .      1  lie  set  ond  batch 

uses  the  '"very  candid"  approach. 

(Please  turn  to  pagi    5  1 1 


SPONSOR     /    10    SEPTEMBER    1962 


37 


The  only  brother  act  in  timebuying? 


■  ■    ■  ■  ■  :.".■:■■■■■■■ 


Frank  Pfafff  buys  American  Chick  at  K&E 
Bud  Pfaff  buys  Guldens,  Welch  at  Manoff 
Other  members  of  family  in  advertising 


II  there  is  more  than  one  brother 
act  in  timebuying  (see  Time- 
buyer's  Corner,  3  September)  be- 
sides Frank  and  Bud  Pfaff,  the  un- 
known parties  have  not  yet  come 
forward.  And  if  the  Pfaffs  are  the 
only  brothers  in  the  act,  they  came 
by  it  honestly,  for  nearly  their 
whole  family  is  in  advertising. 

First  there  are  the  Pfaff  brothers 
—bud  and  Frank.  Young,  good- 
looking  and  only  a  year  apart  in 
age,  both  share  strong  feelings  for 
theii  respective  timebuying  jobs. 
Not  without  reason,  however,  for 
advertising  "blood"  runs  thick  in 
ihcii     family.     So    much    so.    thai 


while  most  families  center  their  in- 
terest on  tv  or  radio  programs,  the 
Plait's  concentrate  on  the  commer- 
cials. 

Advertising  comes  naturally  to 
the  Pfaffs.  The  boys'  father,  Alex- 
ander, was  until  his  retirement  a 
space  salesman  for  the.  New  York 
Times  for  more  than  25  years. 

The  sisters — two  of  them— had 
until  their  respective  marriages, 
worked  for  advertising  agencies. 
One,  Jackie,  now  Mrs.  Brian 
Keane,  was  in  research  at  J.  M. 
Mai  lies.  Jane,  the  other  sister,  was 
employed  as  a  secretary  at  the  Biow 
agency    and     is    now    married    to 


Sibling  buyers  do  "homework" 

Figuring  out  ways  to  bettei  timebuying  methods  often  keeps  Bud    (1)  and   Frank 
awake    until    earl)    morning    hours    joined    often    l>\    copywritei    brothei  in-lav 


George  Kohnken,  a  copywriter  at 
Bates. 

In  addition,  Bud's  wife  (he  was 
married  earlier  this  summer)  ,  the 
former  Rose  Marie  Ricciuti,  is  sec- 
retary to  Mrs.  Cecilia  Mulrooney, 
business  manager  of  the  radio/tv 
department  at  Benton  8:  Bowles. 

With  an  advertising  oriented 
group  such  as  the  Pfaffs',  it  is  un- 
likely that  family  get-together  din- 
ners lack  for  stimulating  trade 
talk.  "Sometimes,"  says  Bud  (whose 
real  name,  incidentally,  is  Alex- 
ander) "we  stay  up  until  four 
o'clock  in  the  morning  just  hash-  « 
ing  over  business  and  kicking 
around  creative  ideas  with  George" 
(the  copywriter) . 

Although  Bud  is  married,  24- 
year-old  Frank  is  still  a  bachelor. 
With  only  one  year  separating 
them  in  age,  both  grew  up  closely. 
The)  were  graduated  from  Flush 
ing  High  School  and  State  Univer- 
sii\  of  New  York  at  Farmingdale, 
Long  Island. 

Parting  of  ways.  The  first  part- 
ing came  when  Bud  decided  to 
volunteer  for  the  army  and  Frank 
decided  to  work  for  a  while  be- 
fore entering  the  service. 

Frank  applied  to  Kenyon  &:  Eck- 
hardt  and  was  hired  as  a  mail  clerk. 
lie  worked  his  way  up  to  time- 
buying  and  was  assigned  to  Amer- 
ican Chicle  in  October  1961. 

Aftei  military  service,  in  Aug., 
1959,  Bud  joined  McCann-Erick- 
son  where  he  worked  in  the  agen- 
cy's  studio.  A  month  later  he  left 
there  and  joined  Reach  Mc  Clinton 
where  he  worked  as  an  estimator 
until  six  months  ago  when  he  went 
to  Richard  K.  Manoff.  At  Manoff, 
Bud  buys  on  the  Gulden's  Mus- 
lard.  Bumble  Bee,  Welch's  and 
Old  London  accounts. 

Both  ol  the  boys  confess  the) 
find  their  work  intensely  interest- 
ing; and  exciting.  They'll  follow 
through  until  they  reach  their  ulti- 
mate goal-  managemeni  level  in 
broadcasting.  ^ 


38 


SPONSOR 


10   SEPTEMBER    1962 


Today's  Passengers  . . .  Small  in  Number  . . .  Definal 


3.3% 


2.9% 


Frequently 


Specify 
Airline 


2.4% 


Executives,  Earn 

Professional,  I       over 
Technical      I     S10.000 


Today's  airline  problem  is  seen  in  a  nutshell 

Opinion  research  study  made  for  American  Airlines  highlights  the  need  for  expanding  number  ■  >!  .iii  passengers.    Even  amon 
Americans  with  incomes  over   S10.000  a  year,   85.5%   flv   infrequently  or  never.  Airlines  must  open  up  vast  new  market 


lkttv 


SPECIAL  INDUSTRY  REPORT  No.  1 


AIRLINES:  why  spot  radio  can  help 


Airline  load  factors  at  20-year  lows 
Only  3     of  Americans  fly  regularly 
Lines  must  build  new  customers 
Targets:  suburbanites-over  $7,000 
Radio  provides  best  marketing  answers 


iitlfe  face  the  air  marketing  chal- 
fflengr  of  the  jet  age,"  sa\s  R. 
E.  Johnson,  sr.   v.p.   for  sales  and 
advertising,  United  Airlines. 

Johnson's  remark  summarizes,  but 
In  no  means  dramatizes,  the  really 
staggering  sales  problem  confront- 


ing United  and  the  rest  of  the  na- 
tion's airlines. 

The  problem  in  brief  is  this:  1. 
costly  equipment  is  operating  with 
the  lowest  passenger  load  factor  in 
20  years  (51. 7'  j  in  the  12  months 
ending  April    10,   19f>'Ji    '_'.   far  too 


lew  Americans  travel  by  air  (78 
have  never  flown;  97%  don't  fly 
frequently)  3.  new  methods  must 
be  found  to  increase  the  size  of  tin- 
air  travel  market.  (The  old  meth- 
ods haven't  worked  so  far.) 

What  are  needed,  say  airline 
leaders,  are  new  creative  techniques 
in  market,  media,  and  message 
planning.  And  alert  radio  men 
who  have  studied  the  air  travel 
stalemate  are  convinced  that  radio. 
because  of  its  special  characteristics, 
( an  ])io\ ide  more  answers  Eoi  aii 
line  executives  than  anv  other  ave 
iiue  of  advertising. 

Typical  of  the  new  "marketing 
problem"  approach  to  radio  selling 


SPONSOR    /    10    SEPTEMBER    1962 


39 


Suburbia  . . .  Region  of  Greater 
Purchasing  Power 


Family  lncome*42%  Higher  Than  in 

I  Metropolitan  City  Centers 

■■■^■■1       ■■■!■■■■ 
Home  Ownership  J  34%  Higher 

Airlines  must  seek  customers  in  higher  income  groups 

To  expand  the  air  travel  market  airlines  must  look  for  new  customers  in  highei  in- 
cline groups   (over  §7,000).    Best  prospects  in  suburbs  <>f  large  metropolitan  areas 


now  being  employed  by  leading  ra- 
dio station  representatives,  is  the 
series  of  airline  presentations  being 
given  by  CBS  Radio  Spot  Sales,  un- 
der the  direction  of  vice  president 
Maui  ie  Webster. 

Following  are  highlights  of  the 
CBS  Radio  studies,  presented  here 
as  a  service  to  all  airlines  and  their 


agencies,   and    to   the   entire   radio 
community. 

Non-flying  Americans.  At  pres- 
ent the  24  domestic  airlines  and  the 
29  other  international  carriers  with 
flights  to  and  from  U.S.  airports  are 
getting  their  business  from  a  star- 
tlingly  small  percentage  of  the 
American  people. 


Suburbia  . . .  Region  of  Greater 
Air  Travel 

Air  Trips  Per  10,000  Population 


TOTAL 

Business 

1562 

826 

3303 

2142 

2449 

1473 

■■■■FWaHB 

2226 

1497 

■MHHHHMB 

2201 

1383 

2179 

1201 

■■■■■■ 

1837 

1202 

N.  Y.  Metro  Area 

■■■■■■■■■■■■■■■ 

Nassau,  N.  Y. «««««> 

mmtmammmmmmmmmmm. 

Westchester,  N.  Y-« 
Bergen,  N.  !.«<««, 
Morris,  N.  \.~.«.-- 
Union,  N.  J.*-** 

{■■■■Ml 

Fairfield,  Conn.***** 

Study  shows  suburbanites  fly  more 

I  \>  n  ainmii;  small  i^roup  who  now  llv.  Studies  Such  as  that   loi    New    ^  oi  k    (abovi  | 

show  dearly  that  suburbanites  llv  more  Eoi   both  business  and  pleasure  purposes 


40 


Personal 

■■■■man 

736 

1161 

976, 

729 

818 

978 

635 


According  to  a  recent  Opinion 
Reseat ih  survey  only  3.3%  of  the 
U.S.  public  flies  regularly.  And  this 
diminutive  group  has  certain  sti  ik- 
ing characteristics:  88%  generally 
spcuh  the  ait  line  they  travel  on 
(high  brand  preference  apparent)  ; 
73'  ,  are  business,  professional  and 
technical  experts  (86%  of  these  on 
expense  accounts);  and  52%  earn 
ovei  $10,000  a  year.  Obviously  fly- 
ing appeals  to  higher  income 
groups. 

But  the  figures  on  Americans 
who  don't  fly  frequently  are  consid- 
erably more  astonishing.  For  in- 
stance, 85.5%  of  the  public  who 
have  incomes  over  S10.000  don't 
ll\  frequently. 

And  the  predominance  of  the  au- 
tomobile foi  inter-city  navel  is  so 
overwhelming  as  to  be  almost  ab- 
surd. According  to  Lou  Davis  in 
Flying  for  June  1962,  the  airlines 
carried  30,800,000  people  in  1960. 
the  railroads  15  million,  buses  20 
million,  and  automobiles  a  whop- 
ping 08r>  million. 

The  Opinion  Research  survey 
pointed  out  that  if  the  airlines 
could  gel  as  little  as  1%  of  all 
motorists  making  journeys  of  100 
miles  or  mote  they  would  increase 
ait   travel  mileage  by  5'  ,  . 

Redefining  the  market.  Obvi- 
ously the  first  step  for  the  airlines 
in  "meeting  the  marketing  chal- 
lenge ol  the  jet  age"  is  to  define 
ihcii  marketing  objectives  in  terms 
of  where  tomorrow's  expansion 
must  come  from. 

It  seems  apparent  to  CBS  Radio 
Spot  Sales  executives  that  to  win 
substantial  new  business  the  air- 
lines must  concentrate  on: 

1.  Motorists.  Trying  to  capture 
I,  to  3%  of  all  who  make  long 
automobile  trips  is  considered  a 
reasonable  objective. 

2.  Upper  income  groups.  The 
(osis  ol  air  travel  make  it  apparent 
that  best  prospects  are  in  the  over 
S7.000  class,  which  will  be  expand- 
ing at  the  late  of  one  million  new 
lamilics  a  year  in  the  next  decade. 

.'I.  Large)  markets.  The  larger 
markets  have  larger  proportions 
and  numbers  of  higher  income 
families  (27. 2r,  of  all  IT.  S.  fami- 
lies    have    incomes    over    $7,000, 


SPONSOR  /   10  SEPTEMBER    1962 


whereas  39.9%  <>l  families  in  the 
consolidated  New  York  City  area, 
38.1/i  in  the  consolidated  Chicago 
area,  38'  in  the  San  1m.uk  is<  o 
Oakland  area,  lf>.r  <  in  the  Wash 
ington,  1).  (  .,  area  top  thai  figure) . 

I.  Suburbanites.  Studies  clearly 
indicate  that  both  present  and  po- 
tential airline  customers  are  con- 
centrated in  metropolitan  subur- 
ban  areas. 

Importance  of  suburbia.  With 
famih  income  I 'J'  ,  higher  in  the 
suburbs  than  in  metropolitan  cit) 
centers,  ii  seems  only  reasonable  to 
expeci  that  suburbanites  would  do 
bore  traveling  by  air. 

Solid  evidence  i>l  this  is  pro^  ided 
in  a  survey  made  In  the  Port  of 
New  York  Authority  which  oper- 
ates Idlewild,  La  Guardia,  and 
New. nk  ah  pot  is.  According  to  the 
Port  Authority,  the  suburban  New 
York  counties  of  Nassau  and  West- 
chester,  N.  Y..  Bergen,  Morris  and 
Union,  N.  )..  and  Fairfield,  Conn., 
turn  up  20%  to  120*;;,  more  air 
nips  per  10,000  population  than 
do  the  counties  in  the  metro  N.  Y. 
area. 

Furthermore  this  edge  for  the 
suburbs  is  apparent  in  both  busi- 
ness and  personal  air  travel.  Nas- 
sau Count  v.  for  example,  showed 
2,142  business  and  1,161  personal 
ail  nips  pel  10.000  population 
compared  to  figures  foi  the  metro 
counties  <>l  826  and  736. 

The  inescapable  conclusion  from 
such  data:  the  suburbs  of  the  U.  S. 
are  both  the  best  actual  and  best 
potential  air  travel  markets  in  the 
counti  \. 

The  suburbs  and  radio.  Adver- 
tising nun.  scanning  these  findings, 
will  discover  here  the  first  impor- 
tant reason  why  radio,  more  than 
any  other  medium,  can  help  solve 
the  airlines'  "marketing  challenge 
of  the  jet  age." 

For  radio,  in  survey  after  survey, 
has  shown  that  it  does  penetrate 
the  rich  suburbs,  while  newspapers, 
long  an  airline  advertising  favor- 
ite, have  conspicuously  lagged  in 
suburban  coverage. 

The  survey  used  by  CHS  Radio 
Spot  Sales  to  emphasize  this  point 
dealt  with  the  26-county  influence 
of  seven    New  York   radio   stations 


Radio  Reaches  The  Suburbs 

New  York  26  County  Area 


Radio 

Station 

10% 

Counties 

"A"l 

125 

"B"l 

120 

"C"l 

126 

"D"l 

123 

"E"  1 

124 

"F"  1 

125 

"G"! 

125 

How  newspapers  miss  the  airline  market 

Though  airlines  are  heavy  users  of  newspapei    ids.  studies   in   almost   an)    larg< 

i  ii\  area  show  newspapers  weak  in  rea<  hing  1  ic  h  suburbs  when  radio  does  a  big  job 


and  seven  New    Yoi  k  newspapers. 

(Similar  studies  have  been  made  by 
others  lor  almost  every  major  mar- 
ket in  the  0.  S.  with  similar  re- 
sults.) 

The  CBS  Spot  Sales  findings 
showed  that,  based  on  the  abilitv 
of  each  medium  to  reach  at  least 
10%  of  the  families  in  each  county 


at  least  once  a  day,  the  radio  sta- 
tions were  far  in  the  lead. 

Only  one  newspaper  could  claim 
to  delivei  1"'  ,  ol  families  in  all  26 
counties,  while  the  others  achieved 
penetration  ranging  from  one  to 
nine  counties. 

I'>\  contrast,  the  radio  station 
with     the     poorest     penet  ration 


Airline  data  of  CBS  Radio  Spot  Sales 

This  article  on  "Airlines:  why  spot  radio  can  help"  is 
No.  1  in  a  new,  major  SPONSOR  series,  dealing  with 
the  specific  problems  of  specific  industries,  and 
how  they  can  be  solved  by  creative  radio  market- 
ing and  advertising. 


Data  for  each  article  are  supplied  by  a  major  radio 
representative  firm.  All  background  material  for 
this  story  on  airlines  was  researched  by  CBS  Radio 
Spot  Sales.  Data  for  the  next  article,  on  life  insur- 
ance companies,  will  be  furnished  by  John  Blair. 


SPONSOR         10    SEPTEMBER    1962 


•n 


Air  Travelers  are  Radio  Listeners 


Professional  Men 


White  Collar-Managerial 


Weekly  Listening 
who      how  long 
90.4%      11:36 

94.5         14:05 

■ 


Single  Working  Women      92.9         13:42 

Radio's  reach  with  airline  prospects 

Last  year  Americans  spent  more  than  twice  as  much  time  with  radio  as  with  news- 
papers and  magazines  combined.    Air  travel  prospects  listen   11-14  hours  weekly 


reached  20  counties;  three  stations 
hit  25  and  one  26. 

Says  CBS  Radio  Spot  Sales, 
"Looking  at  it  another  way,  the 
average  daily  delivery  of  the  radio 
stations  is  24  out  of  26  counties— 
for  newspapers  it  is  no  more  than 
eight     counties — one-third    of    the 


number  delivered  by  radio!" 

Time  and  attention  factors.   In 

addition  to  plain  coverage  figures, 
however,  airline  executives  and 
their  agencies  are  asked  to  consider 
the  time  and  attention  given  to  ra- 
dio, by  contrast  with  newspapers. 
According     to     Sindlinger,     the 


Best  Airtimes . . .  Nighttime  Radio 


AVERAGE  INCOME 


MALE 


TIME  SPENT  NIGHTLY 


Listeners:  $7314 
Non  Listeners:    6863 

Listeners:  58.1% 
Non  Listeners:  44.3 

Radio:  61  minutes 
Newspaper.  38  minutes 


Higher  income  males  listen  to  radio 

CBS  Radio  Spo(  Sales  recommends  both  nighi  and  weekend  radio  to  reach  aii  tra> 
,  i  ,,i  tomei      Qualitative  studies  beai  oul  radio's  appeal  to  highei  income  groups 


American  public  in  1961  spent  lj 
240,526,000  weekly  hours  listening 
to  radio    (topped   only   by   tv's    1,-  I 
828,813,000). 

By  contrast,  it  spent  only  -197,- 
280,000  hours  on  newspapers  and 
205,275,000  hours  on  magazines 
(nearly  twice  as  much  radio  listen- 
ing as  newspaper  and  magazine 
reading  combined)  . 

Such  figures  alone,  claims  CBS 
Radio  Spot  Sales,  are  enough  to 
give  radio  prime  consideration  as 
a  major  new  tool  in  meeting  the 
airlines'  "jet  age  marketing  chal- 
lenge." 

And  they  are  backed,  of  course, 
by  radio's  well-known,  but  none 
the  less  impressive  over-all  statistics 
—98%  of  all  U.  S.  homes  are 
equipped  with  radios;  79%  of  all 
U.  S.  cars  are  equipped  with  ra- 
dios; 47%  of  all  homes  have  at 
least  one  battery-operated  portable. 

Also,  says  CBS  Radio,  "Listen- 
ing to  auto  and  portable  radios  are 
not  usually  included  in  figures  pur- 
poi  ting  to  show  radio  audience  size. 
Such  listening  adds  during  an  aver- 
age quarter-hour  68%  to  in-home 
cord  set  figures." 

Radio  and  upper  incomes.  To 
airline  executives  and  agency  men 
who  wonder  whether  radio  reaches 
upper  income  groups,  the  CBS  rep 
firm  displays  two  types  of  challeng- 
ing statistics. 

1.  People  who  fly  listen  to  radio. 
Of  professional  men,  90.4%  listen 
to  radio  (11  hrs.  36  min.  weekly); 
94.5%  of  white  collar  and  man- 
agerial types  (14  hrs.  5  min.  week- 
ly) ;  92.9%  of  working  women  (13 
hrs.,  42  min.  weekly) . 

2.  You  can  buy  stations  with  se- 
lective audience.  Since  CBS  Radio 
Spot  Sales  represents  CBS  o&o  sta- 
tions, plus  other  CBS  outlets,  it  is 
natural  that  its  examples  of  "the 
different  appeals  of  different  radio 
stations"  should  be  drawn  from  its 
own  list. 

However,  the  principle  illustrat- 
ed by  the  following  can  be  dupli- 
cated in  many  other  (and  non-CBS 
Spot  Sales)   markets. 

A  four-station  study  in  Los  An- 
geles of  KNX  and  three  un-named 
outlets  showed  "Station  D"  with 
44%  of  its  total  audience  composed 
of  grade,   high   school,  and  college 


I  ' 


SPONSOR  10    SEPTEMBER     1962 


students  (compared  to  8'  ,  lor 
k\\  i ,  whereas  the  CBS  outlet 
ranked  fai  ahad  <>l  "Station  D"  in 
mature  audiences,  and  in  credii 
card  holders  (55  '•'  ,  gasoline  i  redii 
cards,  25%  general  credii  cards  vs. 
B  ;   ,m«l  6.7'  ,   for  "Station  D")  , 

Other  advantages  for  airlines. 
In  addition  to  its  suburban  and  se- 
lei  tive  audieni  e  i  overage,  radio 
pai  in  nl. n  l\  spol  radio  has  the  fol- 
lowing othei  important  advantages 
Eoi  aii  line  advertising.  Flexibility 
— Cop)  can  be  changed  on  short 
notice,  s<  hedules  can  be  qui*  U\  ex 
panded  oi  contracted  to  meet  emer- 
gencies. Impact  Large  periods  <>l 
the  schedule  can  be  utilized  for 
special  drives.  Penetration — More 
dilli'ieni  people  (an  be  reached. 

Frequency  -More  announce- 
ments can  be  pun  hased  more  often. 
Cof)\  adaptability — Different  types 
<>i  campaigns  can  be  run  simultane- 
ously i<>  meet  special  needs  or  siui- 
ations. 

A  proven  airline  medium.  De- 
spite the  fact  that  CBS  Radio  Spot 
Sales  feels  that  airlines  have  not 
mi  used  the  medium  to  anything 
like  its  full  potential,  the  rep  firm 
points  out  that  spot  radio  has  al- 
read)  proved  its  effectiveness  in  air 
travel  selling. 

Vgain  drawing  on  its  own  ex- 
perience (oilier  reps  and  stations 
can  supply  many  other  examples) 
(  BS  Spot  Sales  cites  these: 

1.  Northwest  Orient  Airlines 
promoted  a  Good  Neighbor  Orient 
mm  in  March  1962  over  WCCO, 
Minneapolis  St.  Paul.  Results:  (en- 
tirely from  radio)  tour  sold  out 
two  months  earl") — 89 people, $159,- 
000. 

2.  Random  Tours  developed  a 
quarter-million-dollar  travel  busi 
ness  lis  using  K.CBS,  San  Francisco. 
1  xpenditure  foi  radio:  $12,000. 

8.  Pan  American  Airways  pro- 
moted off-season  Bermuda  golfing 
weekend  over  WCAU,  Philadel- 
phia, in  January  1962.  Results:  60 
passengers  at  $199  each. 

Radio  plans  for  airlines.  Since 
the  airlines'  prime  customers  at 
present  (though  not  necessarily  in 
the  future)  are  male  executives, 
ii  is  onh  natural  that  airline  ex- 
(Please  turn  to  page  70) 


Creative  radio  ideas  for  airlines 

CBS  Radio  Spot  Sales  v.p. 
Maurie  Webster,  like  man1) 
model  ii  station  i c|)  exe<  ul  i\ es 

belies  es  ( li.u  (  i  (  ai  i\(  ( <>|>\ 
ideas  are  pai  I  ol  any  solid  spot 
radio  presentation.  Here  are 
some  ol  his  own  tested  ideas, 
he  recommends  to  airlines  Foi 
reaching  present  and  future 
air  travel  customers  with  spot 
radio  ( ampaigns. 

For    present    customers,    try    these: 

Male-oriented  programs.  Use  news,  sports,  business  news  programs 
either  in  morning  or  afternoon  drive  times  or  on  weekends  to 
reach  that  all-important  male  audience. 


Destination  weather  spots.   Sell  the  weather  advantages  and  other 
romance  features  of  cities  served  by  your  airlines. 


Safety  spots — women.    Stress  safety  factor  on  your  airlines   in 
order  to  sell  safety-conscious  wives  and  other  women. 


Low  flight  spots.    Place  particular  emphasis  on  flights  with   low 
passenger  load  factors  in  order  to  build  up  their  loads. 


For  tomorrow's  customers,  try  these: 

Extra  vacation  time.   Point  out  extra  time  available  to  a  listener  if 
he  flies  to  a  distant  point  rather  than  driving  or  taking  the  train. 


Air  vs.  auto  costs.  Place  stress  on  dollar  savings — as  well  as  time 
which  air  travel  affords,  particularly  by  comparison  with  auto  travel. 


Testimonials.  Extremely  desirable.  Talk  (via  tape)  by  actual  people 
who   have   completed      tours   more    convincing   than    any   actor. 

Airline-auto  rental.  Offer  auto  rental  at  other  end  of  flight  as  part  of 
the  trip.  Costs  of  tie-in  spot  campaign  can   be  shared   by  both. 

Holiday  promotions.  During  high-level  holiday  travel  periods,  stress 
appeal  io  people  who  have  never  flown.  Stress  advantage  over  auto. 


SPONSOR         10    SEPTEMBER    1962 


■ 


PORTLAND 
OREGON... 

IT'S 
EYE-CATCHING 

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. 


'COMMERCIAL 
COMMENTARY 


Continued 


shortcoming,  but  who  actually  do  strive  to  do  the  deeds;  who  do 
know  the  great  enthusiasm,  the  great  devotion;  who  spend  them- 
selves in  a  worthy  cause;  -who  at  the  best  know  in  the  end  the  tri- 
umph of  high  achievement,  and  who  at  the  worst,  if  they  fail,  at  least 
fail  while  daring  greatly,  so  that  their  places  shall  never  be  with 
those  (old  and  timid  souls  who  know  neitlier  victory  nor  defeat.  .  . 

Yes,  as  Gandhi  says,  it  is  not  the  critics  who  count,  it  is  the  doers 
d1  deeds.  And  anyone  who  approaches  the  problems  of  television 
without  keeping  this  firmly  in  mind  is  simply  being  dishonest. 

For,  whether  you  like  it  or  not,  the  only  real  improvements  in  tv 

will  come  from  the  individuals  in  the  industry,  those  "in  the  arena." 

I  hey  will  never  be  achieved  by  the  outsiders  who  yap  and  snarl 

and  shoot  their  mouths  off.    They  will  never  be  achieved  by  govern- 

ment,  or  the  FCC,  or  even,  heretical  as  it  sounds,  by  the  "public." 

They  can  only  be  engineered  by  the  best  men  in  television  itself. 
And  if  you  are  sincere  in  your  desire  for  tv  improvement,  you  will 
not  make  speeches,  you  will  not  cry  havoc  for  cheap  publicity.  You 
will  seek  ways  to  reach  and  touch  and  help  these  men. 

The  performance  of  free  men 

How  do  you  get  even  finer  performance  out  of  free  individuals? 

By  blackmail?  By  threatening  to  revoke  their  licenses  if  they  don't 
behave?    What  absurd  nonsense! 

Do  you  get  it  by  lumping  them  in  large  groups  and  publicly  casti- 
gating all  lor  the  errors  of  the  weakest  and  worst? 

Do  you  get  it  by  insults?  By  tough  talk?  Not  if  you're  dealing  with 
free  Americans.  Not  il  you  are  looking  for  genuine  creative  achieve- 
men  t . 

The  rules  lor  improving  individual  performance  are  so  simple,  so 
obvious  they  are  known  by  practically  any  ,S2-year-old  personnel 
officer. 

It  is  shocking  that  tv's  critics  seem  unaware  of  them. 

The  first  rule  is  respect.  You  must  respect  a  man  as  an  individual 
and  you  must  respect  him  in  his  job.  Unless  you  can  give  him  this, 
you  (an  forget  about  influencing  him  in  any  way. 

The  second  rule  is  understanding.  Unless  you  understand  the 
problems  and  complexities  of  his  daily  work,  you  are  in  no  position 
to  offer  suggestions  or  criticism.  And  most  of  tv's  critics  display  an 
outrageous  lack  ol  understanding. 

The  third  rule  is  praise.  Praise  is  the  most  powerful  weapon  ol 
all — 20  times  as  effective  as  blame.  Sincere,  judicious  praise  given 
to  a  man  for  a  particular  job  or  part  of  a  job  which  he  respects 
himself  for  doing — this  has  50-megaton  force. 

It  strengthens  him  in  his  own  convictions.  It  dramatizes  for  him 
the  difference  between  his  best  and  his  mediocre  work.  It  spurs 
him  to  constantly  higher  levels  ol  individual  achievement. 

These  three — respect,  understanding,  and  praise — are  the  keys  for 
anyone  who  really  wants  to  improve  tv.  II  you  can  bring  these  to 
beat  on  the  problem  and  il.  in  addition,  you  can  bring  special 
knowledge  and  insights  drawn  1mm  the  outside  world  then,  and 
then  only,  (.in  you  hope  to  make  a  contribution. 

It  is  not  a  spectaculai  way.  It  provides  no  c.is\,  instant  solutions. 
It  will  not  produce  headlines  oi  overnight  miracles. 

But  it  is  the'  only  way  which  is  ever  going  to  work,  and  the  only 
wax    which   genuinely    sim  etc   men    will   evei    want    to   follow.         ^ 


44 


SPONSOR 


10    SEPTEMBER    1961 


In  Chicago 


...  the  305-acre  Medical  Center  District  comprises  S^7()  million 
worth  of  facilities  including  the  nation's  largest  concentration 
of  hospitals,  medical  research  and  education.  Shown  here 
preparation,  is  .1  heart-lung  machine  in  Presbyterian  SI    Luki 
Hospital   where  many  Burgical  innovations  have  originated. 


In  Chicago  -WGN  Radio 


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

*NSI— Feb.  &  Mar.,  1962 
"Chicago  Aulo  Radio  Audience  Survey— 1961 


WGN 


—  the  most  respected  call  letters  in  broadcasting 
WGN  IS   CHICAGO 


SPONSOR         II)   SEPTEMBER    1962 


15 


/ 


.     I     < 
I    '     ' 

\     !  /  / 
>    \  ■/. 

-    .  Si// 


/ 


10  million  people 
could  hear 
a  pin  drop 


.  if  everybody  in  WLW-land  tuned  in  WLW.  Because  it's  the 
Nation's  Highest  Fidelity  Radio  Station— capable  of  broad- 
casting the  softest  pianissimo  to  the  loudest  crescendo  with 
incredible  clarity,  thanks  to  the  revolutionary  WLW-AM 
transmission  developed  by  Crosley  Broadcasting  engineers. 

Just  another  example  of  the  many  WLW  advancements  which 
have  made  WLW  a  leader  in  the  industry  for  40  years  to  con- 
sistently rank  among  the  top  leaders  of  the  more  than  4400 
U.S.  Radio  Stations  in  audience,  programming  and 
technical  accomplishments. 

WLW  offers  the  best  from  the  NBC  and  ABC  Networks,  plus 
power-packed  local  personalities,  helicopter  traffic  reports, 
radar  weather  reports,  Comex  news  system,  farm  coverage 
from  its  own  farm,  and  many  more  attractions  built  on 
long-range  planning  and  achievement  .  .  .  not  on  here-today- 
gone-tomorrow  promotions  and  gimmicks. 

So  when  selecting  Radio  time,  call  your  WLW  Representative 
first.  You'll  be  glad  you  did. 


And  listen  for  that  pin  dropping! 


RADIO 

CINCINNATI 


covers  over  2,500.000  radio  homes  in  212  counties 


Crosley  Broadcasting  Corporation 


We're 

BIG 

in  Hartford!! 


But  only  with 

Listeners . . . 
Clients . . . 
Agencies . . . 

As  for 
our  rates  : 

They1 re 

not  too  high, 
not  too  low, 

J-U-U-S-S-T 
Right! ! 


WPOP 


Philip  zoppi 
V  P.  t  Gen.  Mpr 


Adam  Young.  Inc 
Natl  Rep. 


"TIMEBUYER'S 
CORNER 


Media  people: 
what  they  are  doing 
and  saying 


In  the  long-playing  game  of  agency-hopping,  the  latest  ones  to  scon 
include  ferry  Goldman,  who  gave  up  buying  lor  Levy's  bread  at  Doyl* 
Dane  Bernbach  to  lake  over  Pete  Levin's  lonnei  accounts  (Rheingolc 
beer,  7-Up,  Ford,  Brillo)  at  f.  Walter  Thompson;  Roy  Curtis,  Allstatt 
Insurance  account  executive,  who  transfers  to  Leo  Burnett's  L.  A 
office  as  West  Coast  co-ordinator  on  Joseph  Schlitz  Brewing,  hand) 
ovei  his  Chicago  chores  to  Phil  Pegg;  and  Jan  Stearns  who  joins  Mc 
Cann-Erickson  as  broadcast  supervisor  on  Coca-Cola,  John  Hancock. 
Minnie  Maid,  and  Owens-Corning.  She's  from  Doyle  Dane  Bernbacr 
where  she  bought  on  such  accounts  as  Max  Factor,  (-alio  Wine. 


You  can  bet  your  collection  of  station  presentation  tapes  that  when 
DCS&S's  contribution  to  the  up-coming  all-star  Softball  League  game 
—scheduled  to  be  placed  on  Diamond  No.  5  in  New  York's  Central 
Park  later  tins  month— slaps  one  out,  there  won't  be  a  hair  out  of  place 
With  all  thai  Vitalis  propaganda  supplied  by  client  Bristol-Myers  o 
their  hacks,   it's  a  sine  thing  there  won't   be  "any   ol   that  greasy    ki* 


DCS&S  team  won't  be  using  "that  greasy  kid  stuff" 

Softball  team  (top  I-r):  N.  Sheehan,  R.  Northrop,  1).  Schautz,  J.  Murnion, 
B.  F<>\;  (center)  P.  Groenewold,  R.  Reynolds,  R.  Burden.  M.  Glasscr.  K. 
Castelli,  E.  White;  (bottom)  \.  Mankoff,  B.  Whisnant,  R.  Newman,  A.  Waken 

siufl"  around  (see  photo  above),  1'he  three  DCS&S  nun  who  will  be 
playing  in  the  all-stai  game  are  Bob  Reynolds,  Al  Mankoff  and  Phil 
Groenewold.  from  oihei  agencies  will  he  these  players:  Bob  John- 
son, NL&B;  SSC&B's  Charlie  Camilleri  and  Vincent  Gatto;  Stan 
Tolkin  and  llv  Rosen,  NC&K;  and  Donahue  &  Coe's  Pete  SchultC, 
Marcel  Cote,  and   Phil  Brooks,  manage]   ol   the  team. 

Account   assignments:    Bill    Ferguson    has    added    Piel's   beer   to   liis 
oihei  accounts  at  Young  ,x-  Rubicam;  Lee  Peters,  hack  in  the  business 
(Please  turn  to  page  50) 


48 


SPONSOR 


l)    SEPTEMBER    1 9Cl'2 


(hfi  WOtytyGik  look  d  it... 


For  the  drama  of  "it's  happening  now... 
Scotch  brand  Live-Action  Video  Tape! 


Visual  presence,  the  feeling  of  "it's  happening 
now,"  adds  viewer-convincing  believability  and 
excitement,  helps  put  drama  in  show  and  com- 
mercial alike !  And  the  sure  way  tocapture  presence 
extraordinary  is  with  "Scotch"  brand  Live- 
Action  Video  Tape. 

Complete  compatibility  of  picture  source  and 
picture  (both  electronic)  achieves  sharply  defined 
tonal  values  for  superior  picture  quality,  both  in 
black-and-white  and  color.  And  the  superb  pic- 
ture recorded  on  the  master  tape  is  readily  trans- 
ferred to  duplicate  tapes,  or  kines. 

Video  tape  also  makes  production  "happen 
now!"  It  performs  instantly,  needs  no  processing, 
plays  back  immediately.  Taped  news  events  can 


"SCOTCH"  1$  A  REGISTERED  TRADEMARK  OF 
MINNESOTA  MSN.sy*-,  n  -  bs.  CO,  ST 
PAUllMiNNElPORT  99  PARK  AVE  NEW  TORK. 
CANADA     LONDON.   ONTARIO     C1^-     3H   CO 


go  on  the  air  fast.  Creators  of  shows  and  com- 
mercials can  see  how  production  is  going  mere 
minutes  after  actual  shooting,  when  improve- 
ment is  easy,  changes  economical.  You  can  view 
newly  produced  special  effects  right  away,  too! 
Video  tape  combines  visual  elements  with  in- 
stantaneous speed,  and  in  creative  hands  there's 
practically  no  limit  to  the  number  of  special  effects 
possible  on  "Scotch"  Video  Tape. 

"Techniques  of  Editing  Video  Tape,"  a  32- 
page  brochure,  reports  on  current  practices  that 
are  making  tape  editing  easier  than  ever  and  pro- 
vides examples  of  special  effects.  For  your  copy — 
free — write  Magnetic  Products  Division,  Dept. 
MCK.-92,  3M  Company,  St.  Paul  I,  Minn. 


magnetic  Products  Division 


■feHCOmPANY 


SPONSOR  10    SEI'TXMBER    1962 


49 


FLORI 


y3  for  Orlando 
Daytona  Beach 
Cape  Canaveral 


TIMEBUYER'S 
CORNER 


Continued 


after  a  tour-year  hiatus,  is  buying  tor  La  Rosa  at  Hicks  &  Greist.  She 
once  handled  United  Airlines  at  Ayer. 

Good  deed  for  the  day  (and  tomorrow  and  the  next)  dept.:    The 

wails  and  other  unfortunates  of  such  places  as  Korea,  Italy,  and  Iran 
will  Ik-  eating  some  220  pounds  of  better  food  within  the  next  few 
weeks  thanks  to  McCann-Erickson's  Phil  Stumbo.  When  WLBW-TV's 
(Miami)  Miss  Sunny  handed  out  $1  checks  to  timebuyers  on  agency 
\isiis  during  recenl  station  promotion.  Phil  managed  to  separate  10 
buyers  from  a  like  number  of  checks  (without  too  much  resistance,  of 
course).  Adding- his  own  to  the  coup,  Phil  then  sent  the  SI  1  to  CARL 
lot   lood  to  underprivileged  throughout  Europe. 

Promotion  dept.:  Wayne  Silbersack,  assistant  timebuyer  on  the  Pall 
Mall  account  at  SSC&B,  has  been  promoted  to  top  buyer  on  Montclair. 
Pall  Mall  is  now  being  handled  there  by  Dave  Sayer  who  was  moved 
up  from  research.  Other  promotions:  Compton's  Carl  Sandburg  to 
senior  buyer  on  Duncan  Hines  Cake  Mixes;  Gwendolyn  L.  Dargel,  to 
chief  timebuyer,  Foote,  Cone  &  Belding,  Chicago. 

After  more  than  30  years  as  timebuying  chief  at  the  Chicago  branc  h 
ol  Foote,  Cone  &  Belding,  and  its  predecessor,  Lord  and  Thomas, 
Genevieve  Lemper  has  decided  to  call  it  a  day.   One  of  the  first  buyers 

in  the  business  after  the 
FCC  put  its  okay  on  broad- 
cast commercials,  Gene- 
vieve helped  set  some  of 
the  standards  of  practice 
now  in  effect.  She  bought 
time  for  such  programs  as 
A  in ns  'n'  Andy  and  Bob 
Hope  during  those  earl) 
Pepsodent  days.  The  recipi- 
ent of  the  first  SRA  Chi- 
cago timebuyer  of  the  year 
award,  she  has  worked  dur- 
ing her  long  career  on  such 
accounts  as  Armour,  Frigi- 
daire,  Cities  Service,  John- 
son's wax,  Kimberly-Clark, 
Hallmark,  and  Kraft. 

Can't     help    wondering! 

Which     timebuyer     travels 
the  shortest   distance   from 
residence    to    work?     One- 
nominee:  Peter  Berla,  who 
thought   it   was   too   long  a 
haul     from     his     home    on 
Manhattan's  81st   Street  to 
17th     and     Fifth     Avenue 
where  he  supervises  media  buying  for  Bristol-Myers,  General  Foods, 
sens  &  Roebuck,  etc.,  al  Ogilvy   Benson  &  Mather.    He's  moving  to 
17th  Sued  and    I  hud   Wenue.  ^ 


Proof  of  contest  in  the  pudding 

\\  \  \c.  Boston,  a.e.  \I.  Horn  (third-1) 
unloads  contest  (.mis  on  Cabol  agency 
(hi  |.  Abbott,  I  I  ii/in. mi  i<  i  .  \l.  M. ii(i . 
P,     Hueh.es,      I.     Stanlake,     P.     Raider 


50 


SPONSOR    /    10    SEPTEMBER    1962 


. 


'ROBLEM   UK   RESIDUALS 
[Continued  from  page  8 I  I 

esiduals. 

I  Inn.  sin< e  sti iking  paydii I  in 
lommen  ials  is  sti  H  il\  lu<  k,  there 
re  the  new  [aces  and  new  \oiics 
h.u  catch  Dii.  ih. ii  are  populai 
his  season,  thai  hope  t<>  stay  popu- 
,ir  nexi  season.  Foui  <>i  these  are 
.con  fanney,  Alexandei  Scourby, 
Noiiii.ui   Rose  .mil   Mason  Adams. 

■ach  ol    them    was  .mil    is  .i   skilled 

h. mi. mi  actor  wiili  credits  in 
adio,  i\ .  .mil  the  theatei ;  ea<  h  ol 
hem  now  is  benefiting  from  the 
in i tut  I. id  Im  .i  voice-ovei  spokes 
nan  to  do  the  selling  off-camera 
\hile  the  audience  watches  slice 
>!   life'   \  isiials  on  s(  leen. 

\(iii.ill\  the  average  wild  spot 
ommercial  can  mean  no  more 
han  $400  in  residuals  to  the  actor 
>i  announcer;  and  on  network 
irogram  spots  the  usual  residual 
heck  urns  closei  to  $2,000-$3,000. 
The  big  payoffs  come  when  the 
iciioiiner  is  luck)  enough  to  do 
i  'pool'  ol  commen  ials. 

The  big  pay-off.  In  a  pool  situa- 
ion.  where  more  than  one  spot   is 
aped  or  filmed  at   a   session,   there 
s  a   chance   that    perhaps   three   ol 
he  six  commercials  will  be  used  ai 
wice.  When  ihis  happens,  especial- 
ly  il   it's  a  soap,  a  c  igarette,  <>r  a 
pharmaceutical   sponsor,    then    the 
trincipal   (on  camera  and  identifi- 
able)   and  the  voice-olU  amcra  can 
ack  up  a  $20-30,000  residual  with- 
n  a  year. 

This  is  fine  cm  ept  that  you  i  an- 
lot.  under  the  \Y  I  RA  and  SAG 
igreements,  do  a  competitive  com- 
nercial.  So  you  take  youi  $25,000 
from  Auai  m.  oi  your  $30,000  from 
hcMcrlield.  oi  $20,000  from  Col- 
gate    spread  over  a  year  or  more 

and   hope   youi    agent    can    find 
kou    sonic   more   work. 

Because  the  cross  a  commercial 
utoi  (ariics  is  the  illicit  ol  over- 
exposure. It's  bad  enough  to  hear 
[yourself  on  a  coffee  spot,  followed 
b)  yourself  on  a  food  spot,  and 
Btnow  that  lor  the  next  13  weeks 
your  total  take  from  each  ol  these 
onuncri  ials  will  he  no  more  than 
$360.  What  reall)  worries  the  per- 
former and  his  agent  is  how  mam 
producers  hear  the  spot  and  rec- 
ognize the  voice  and  will  the) 
decide  its  time  lor  someone  not  so 
easih  recognized. 


Actor's     dilemma.       \s    casting 

agents    and    produ<  ei  s    have    said, 

(  In  king    in    i ommei i  ials    is    liki 

sh<  >oi  ing  1 1  aps.     I  hci  is  no  telling 

whal    will    happen.      II    the    aCtOl     i- 
lui  k\    he    i  an    make    a    bundle,    lew 

ol  them  do.   Sin e.  I'd  like  in  make 
thai   kind  ol    loot,  bui   damned   il 

I'll     lake     the     pounding     the)     g<  I 

while  hoping  to  hit.    You  sec-,  ilu 

big    mone\    ( oines    Ii  mn    h.i\  iiil;    the 

commercial  played  <>n  network  and 
on  spoi,  a  real  saturation  campaign, 

like  the  bleak    loin    Pett)    goi    wiili 


i he    Dash   coi ercials      \u<l    thai 

si  heduling  is  up  to  the  media  peo 
pie  ai  i In  agen<  j  Noni  ol  u 
I  ave  an)  sa)  in  it." 

\\  hal  has  happened  is  thai  bud 
gel  people,  ai  I  he  ageni  \  and  id 
vertisei  level,  are  now  keeping  close 

labs     on     (  oiiuneK  ials        I  oda\      I  he 
leiidclii  \      is     lo     use     feWd      bodies 

and    voices   so    long    as    the   com- 
niei i  i.d    doesn'i    suffei 

I  i  >da\    a  Iso   I  hel  e    is   al    l  he   <  I  lenl 

level  a  growing  feeling  thai   '.'.Inn 

nexi     the    S  \(-    and      \  I-  I  R  \     


John  McGowan.  ol  Peters,  Griffin.  Woodward    gives  Bruce  the  "club  hat  " 

Bruce  Curtis,  of  Leo  Burnett,  joins  the  Tricorn  Club 

Membership  in  the  Tricorn  Club  separates  the  men  from  the  boys  when  it  comes 
to  market  savvy.  Bruce  got  tapped  by  correctly  answering  these  two  protound 
questions:  (1)  What  is  the  Tricorn  Market7  (2)  What  is  North  Carolina's  No.  1 
metropolitan  market  in  population,  households  and  retail  sales7  In  case  you're 
pining  to  make  this  elite  fraternity,  the  answer  to  both  questions  is  the  combined 
three-city  "tricorn":  Winston-Salem.  Greensboro,  High  Point.  You'll  pass  magna 
cum  laude  if  you  also  know  North  Carolina  is  our  12th  state  in  population.  So  — 
what  does  knowing  the  No.  1  market  in  the  No.  12  state  add  up  to?  A  sure  sales 
scoop  for  clients.  Maybe  a  raise  from  the  boss.  At  the  least,  an  official  hat  from 
the  Tricorn  Club 

Source    U   S   Census 


TELEVISION 

WINSTON-SALEM       GREENSBORO       HIGH    POINT 


SPONSOR 


10    SEPTEMBER     1962 


51 


tracts  are  negotiated  the  advertiser 
had  better  get  more  involved  in 
wh.i!  happens  al  the  bargaining 
table.  In  the  past  the  ANA  had 
observers  at  the  bargain  sessions; 
nexl  time  up  they  will  probably 
be  closer  to,  even  though  not, 
at  i  nails  pai  til  ipating.  ^ 

NEW   FACES  AT  NBC 

((  i mini ucd  from  page  .33) 

ad  agencies  regarding  program 
purchases.  "They  are  not  exclud- 
ed, but  they  don't  call  the  shots 
anymore,"  he  observed.  "Of  course 
they  are  frustrated." 

One  result  of  the  magazine  con- 
cept of  program  sales  was  the  res- 
toration ol  control  over  the  pro- 
grams to  the  network,  declared 
Chester  and  co-author  Garnet  R. 
Garrison,  in  their  highly  successful 
text  book,  "Television  and  Radio: 
An  Introduction,"  published  by 
Appleton-  Century  -Crofts.  Chester 
said  a  third  edition  of  the  book 
would  be  released  shortly. 

TV'S  SOCial  impact.  Coauthor 
Chester  is  quoted  as  saying  that  "it 


has  been  said  that  ol  all  the  peo- 
ples in  the  world,  Americans,  with 
their  millions  of  television  and 
radio  sets,  apparently  stand  most 
in  leai  ol  a  moment  in  silence.  It 
has  also  been  said  that  the  devel- 
opment of  television  and  radio  is 
the  most  significant  technical  ad- 
vance in  human  communications 
since  the  invention  ol  movable 
type  .  .  .  to  the  responsible  citizen 
ol  today,  it  becomes  significant  to 
ask  what  is  the  lull  story  ol  broad- 
casting's impact  on  our  way  of  life 
and  what  social  problems  derive 
from  its  influence  upon  us." 

In  a  measure,  Chester  and  his 
colleagues  will  be  attempting  to 
answer  this  and  other  questions 
affecting  all  levels  ol  American 
society.  What  indeed  are  the  quali- 
fications of  the  present  day  pro- 
gram executive?  According  to  Ches- 
ter: "The  best  programing  execu- 
tives possess  an  uncanny  ability  to 
evaluate  the  indefinable  and  in- 
tangible aspects  of  audience  ap- 
peal, a  thorough  knowledge  of  pro- 
gram sources  and  show  business  in 
general,  an  acquaintance  with  pro- 


gram costs  thai  will  enable  them 
to  evaluate  the  risks  involved  in 
an)  program  venture,  and  a  high 
degree  of  boldness  and  coinage." 

A  philosophic  platform  Chester 
once  fashioned  at  ABC  still  holds 
true:  "We  affirmativel)  assume  the 
responsibility  for  deciding  the  net- 
work  program  schedule,  and  we 
will  not  allow  that  power  and  re- 
sponsibility for  decision  to  pass  to 
other  forces  in  the  industry." 

Chester  hasn't  changed  his  sights 
one  iota  insofar  as  the)  affect  the 
social  aspects  of  broadcasting  and 
the  responsible  citizenry  of  Ameri- 
ca. "There  will  be  big  changa 
ahead  in  video  programing."  he 
told  sponsor.  "Basic  forces  are  at 
work  to  change  things  for  the  bet- 
ter, the  finer."  he  said.  Moreover, 
there  is  definitely  a  non-trend 
thinking  ahead,  he  observed.  "New 
things  are  coming  up,"  he  said. 
He  also  noted  that  daytime  pro- 
graming was  a  lot  better  than  it 
has  ever  been. 

ABC  promotes  Grant.  Mean 
while,  at  ABC,  Chester's  job  was 
given  to  Armand  Grant,  who  had 


AN  IMPORTANT  MESSAGE  FROM  ERVIN  F.  LYKE  TO 
ADVERTISING  EXECUTIVES  AND  AGENCY  PERSONNEL 


"In  cooperation  with  the  FCC,  W ROC-TV,  owned  and 
operated  by  Veterans  Broadcasting  Co.,  Inc., 

Rochester,  N.  Y.,  is  note  operating  on  Channel  8, 
so  that  additional  television  service  can  be  brought  to 

upstate  New  York.  The  same  outstanding  NBC  network 

shows  and  local  programming  with 
indisputable  rating  superiority  will  again  be  the 

Number  1  buy  in  the  rich,  Rochester  market. 
WROC-TV  is  operating  with  maximum  power,  316  KW. 
Call  yourPetry  man  for  details." 


I 


-canR* 


WROC 


TV 


CHANNEL 


ROCHESTER,  N.Y 


BASIC   NBC 


President 
Veterans  Broadcasting  Company,  [nc 


Reprt  scntcd  by 


52 


SPONSOR  10    SEPTEMBER    I"": 


been  dire<  i«»i  ol  day  i ime  pi ogi ams 
pi  \l'>(  I A  With  the  promotion 
.line  .1  \  .p.  si  i  ipe.  I  ike  othei  s  in 
Ik  business,  Gram  spoke  admit 
ngly  ol  Chester's  professional  and 
Kx  i.il  beha\  ioi .  "I  Ies  one  <>l  the 
nost  brilliant  people  I've  evei 
net,"  ( .1  .mi  cm  [aimed.  "I  [e's  .i 
me  human  being  and  I  have  tre 
nendous  admiration  foi  him." 
\li.n  son  oi  ,i  job  would  ( ihestei 
lo  ,ii   \  B(     I  V?    Grant  responded 

|iii(  klv      "1  le'll    l)i  ill"     |ei  i  \    ( Hies 

ii  there  and  thai  means  a  great 
leal  i<>  .m\  netwoi k.  1  [e'll  do  an 
•xcelleni  job  ,ii  NBC."  rhere  also 
\.is  c  on  si  dii  .i  I)  le  atlee  i  ion  in 
•rant's  voice  when  he  revealed 
li.u  Chester's  wife,  Marjorie  fean 
.in.  was  introduced  to  Chestei  by 
.i.ini  l.isi  summer. 

\  Former  NBC  TV  program  ex 
•cutive,  red  Pinkham,  now  senioi 
.  ii  e  presideni  ol  i  adio  i\ .  at  the 
red  Bates  agency,  told  sponsor: 
ferry  Chestei  lnsi  worked  foi  me 
H  NBC  and  1  wouldn't  have  hired 
lim  lot  the  Bates  job  il  1  didn't 
lave  enormous  confidence  in  Ins 
d)iln\." 

Rejoined  NBC  staff.  Tinker  is 
also  an  old  band  al  NBC.  Ik'  was 
(Derations  manager  <>l  the  NBC 
Radio  Network  Foi  several  veais. 
Latei  he  was  directoi  ol  program 
levelopment  foi  McCann-Erickson 
mil  also  vice  presideni  and  direc- 
tor ol  programing  Eoi  Benton  & 
Bowles.  In  1961  he  rejoined  NBC 
I  V  .is  \;i(_-  president,  general  pro- 
gram exe<  utive. 

I  inker,  as  operating  head  ol 
NBC's  West  Coast  setup,  reporting 
io  [ackson,  will  Idl  a  need  thai 
lias  existed  foi  some  lime.  Tinker 
is  a  program-oriented  individual 
luiib  a  deep  awareness  of  s;des 
'problems.  He  is  also  happy  ovei 
ibis  new  assignment  because  ii  will 
mean  a  permanent  base  in  Holly- 
wood. Why?  Simply  because  his 
wile.  Mary  Tyler  Moore,  whom  he 
recently  married,  is  at  work  in 
Hollywood  on  the  CBS  TV  Dick 
wan  Dyke  Show  and  other  acting 
assignments. 

Tinker  knows  the  men  who  pull 
all  the  major  strings  in  the  manu- 
facture ol  television  film — men  like 
Bob  Weitman  ol  MGM  TV,  Bill 
Dozier  of  Screen  Gems  and  Tom 
Me  Dermott  of  Four  Star  and  other 
key    figures   who   fashion   tv   attrac- 


tions rinkei  got  the  |<>l>.  because 
.is  Weinei  explained,  he's  com 
pletely  conversant  with  vidpix 
pioduc  i     makei s,     sponsoi s     w  ho 

make     ultimate     decisions     and     ad 

agent  ies  who  worry  about  all  de- 
tails attendant  to  putting  com 
meic  i.d   programs  on   the    mi 

S|  leaking  ol   the   '<>'_'    l>'>   lineup  o| 

\  B(      I  V,     I  inkei    told    sponsor: 
Vgainsl  the  competition  we  stand 

up  i  em. ii  k,ibl\  well.  The  si  lied 
ule  is  indeed   in  mil    Favoi ."    I  inkei 

is  also  highly  optimistic  regarding 
'62-'63     pioduc  t.     "We're     being 

much  mole  deliberate  about  out 
'li.Vii  I  plans."  he  said.  ^ 


HOMETOWN  TV 
(Continued  from  page  37) 

Sales  show  success.  I  lie  com 
menials  are  aired  on  \\  DAM  TV 
six  times  a  day— morning,  noon. 
j\u\  night.  Mondays  through  Sal 
urdays.  \  total  ol  approximately 
7  and  1  I  conmieic  ial  minutes  a 
week  are  scheduled  on  the  Merid- 
ian and    Jackson  stations. 

Thai  the  consumer  has  been 
leached,  may  be  seen  in  a  state 
ment  by  R.  S.  I  homson,  sales  and 
advertising  manage]  ol  the  Hatties- 
burg  Coca-Cola  Bottling  (io.: 

"We  achieved  our  anticipated 
vear's  sale  ol  Sprite  in  lour  month's 
time." 

The  ARB  National  Coverage 
Study  ol  1!>(><)  shows  that  the 
\\  I) AM  I  V  net  weekly  circulation 
(percentage  of  homes  watching  the 
station  at  least  once  a  week)  in 
[ones  and  Forrest  counties  respec 
tivelv.  were  !>!»'  \  and  100%.  The 
Jackson  station's  figures  were  :i7'  , 
and  17'  ,  :  the  Meridian  station's. 
94%  and  :;i- ,. 

The  Nielsen  Coverage  Study  of 
1961  shows  that  WD  \M  I  V.  in 
|ones  and  Forrest  counties,  was 
seen  by  100%  and  95%  ol  viewers 
at  least  once  weeklv.  day  and  night. 
I  he  respective  figures  lor  the  Jack- 
son station  are  »>()',  and  II',:  for 
the     Meridian     station.     S.S'  ,      and 

33< 

■  •    c  ■ 

The  populations  ol  the  cities 
are:  |ackson.  145,000;  Meridian, 
".iiuoo;  Hattiesburg,  35,000,  and 
Laurel.  28,000.  ^ 


SPONSOR 


10    SEPTl  MBER    1962 


555-FIFTH 
i  (  ontinued) 

SPONSOR'S  40  YEAR  ALBUM 

I  enjoyed  youi   "40-Yeai    VI  bum  ol 
Pioneei   Radio  Stations." 

Note  < . t ] > i  ion  on  page  8  '■  stat  ing 
i hat    i Ik    Fort    Indusi ry    Compan 
had  onlv  its  In  si  station    |  W  SP1 1 
How    about    WWVA,   CKLW, 
\\  MMN,   \\  III/  and   WLOK 
not     to     mention     oui     lease     ol 
\\  MCA,  New   York?     WSPD  went 
on    the    aii    in    |uK    ol     1921    as 
\\   |    \  1    — GEORGE    B.    STORER,    chmn.    of 
the  board.  Storer  Bdcstg.,  Miami  Beach. 


HE  DECIDES;  HE  SPENDS 

Relei  i  ing    to   youi    ai  tic  le    in    the   0 

\ugiisi    issue,    "  I  oughei     I  \\.^\    Ii 

Seems      1  he      I  v     Kid    Show     Prob 

lem,"  may   I  comment. 

I  can  undei  stand,  in  lieu  ol  tv  au 

diem  e  1  esc\ in  h.  that  llie  e.u  Iv  eve- 
ning  viewing   hours   are    Idled    with 

adults  watching  so-called  children's 

programing,  that  an  advc  1 1  i v(  i 
would    also    like    to   cliiec  1    his    pro 

gram's  appeal  t<>  adults,  mostly  par- 
ents. I  he  reasoning  is  logical,  that 
"while  kids  control  the  set,  they 
don't  c ontrol  the  buy." 

No  one  doubts  the  tremendous 
buying  power  ol  adults  with  chil- 
dren of  the  ages  Ioi  watching  kid 
shows.  Yet  there  seems  to  be  sonic 
an  haic  thought  on  the  part  ol  ad- 
vei  tiseis  and  agen<  ies  as  to  tin-  at 
tual  buying  powei  in  the  hands  of 
youth,  and  your  article  went  right 
along  with  it. 

I  od.iv's     youngStei  .     pal  tic  ul.n  Iv 

iii  Ins  teens,  a<  tually  c  ontrols  spe< 

taculai  wealth.  He  decides;  he 
spends.  He  decides  what  he  wears, 
what  he  eats,  what  ale  his  hobbies, 
his  favorite  sports,  music  and 
games. 

Ad  buyers  are  thinking  to  their 
own  pasts  when  they  l>  had  to  go 
through   theii    parents    lor   almost 

all    puichases    and    2)     siinplv     had 

no  pocket   money.    Today    the  re 

veise  is  ti  ue. 

I  think  thai  the  advetiisci  who 
feels  he  must  attract  adults  along 
with  youth  is  running  seated.  In 
addition,  he  has  not  vet  discovered 
the-  living  facts.— ROM  ROSENBERG,  as- 
sistant promotion  director.  Boy's  Life  Maga- 
zine. New  York. 


5$ 


for  40  YEARS 


I 


5  KW 


570  KC 


wcv  D 


SYRACUSE,  H.  Y. 


The  (gAQJLMARK 
of  QUALITY  RADIO 

in  Central 
New  York 


Represented    Nationally    by 
THE  HENRY  I.  CHRISTAL  CO.,   INC 


NEW  YORK        •        BOSTON       •        CHICAGO       •        DETROIT      •        SAN  FRANCISCO 


NBC  AFFILIATE  IN  CENTRAL  NEW  YORK 


m 


SPONSOR         III   si  ri  i  MiuK    1962 


'WASHINGTON  WEEK 


10  SEPTEMBER  196? 

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

Copyrltht      IRC? 


Inquiry  around  Washington  failed  to  disclose  anything  about  E.  William  Henry- 
except  that  he  had  in  fact  been  appointed  to  the  FCC  to  replace  John  S.  Cross. 

And,  of  course,  the  official  biography  released  by  the  White  House.  Nobody  at  the  FCC 
had  heard  of  him,  and  very  few  people  elsewhere.   It  was,  indeed,  a  complete  surprise. 

The  two  Tennessee  Senators,  under  protocol,  were  permitted  to  "clear"  the  nomina- 
tion, but  it  was  obvious  they  did  so  only  because  they  didn't  know  anything  bad 
about  him.  Because  it  was  equally  obvious  they  had  no  more  than  nodding  acquaintance* 
with  the  man.  if  that. 

Following  the  nomination,  there  were  interviews  with  the  new  Commissioner,  and  he  will 
be  that  except  for  the  unlikely  refusal  of  the  Senate  to  confirm.  He  was  reported  in  general 
sympathy  with  the  Minow  policy  of  tough  regulation,  but  at  the  same  time  virtually 
contradicted  himself  by  admitting  his  own  lack  of  knowledge  on  the  subject. 

Queries  at  the  offices  of  the  Senators  dug  up  only  one  auote  of  significance,  stranee  in 
view  of  the  fact  that  the  Senators  had  also  been  trying  to  find  out  what  thev  could.  That 
quote  sounded  ominous,  Henrv  was  described  as  "a  vigorous  liberal,**  and  the  individual 
makine  the  comment  made  it  clear  he  meant  Minow-type. 

However,  jumping  to  conclusions  can  be  dangerous.  Recent  newspaper  stories  following 
appointment  of  Labor  Secretary  Goldberg  to  the  Supreme  Court  have  pointed  out  that  vou 
can't  tell  in  advance  about  any  Justice,  because  in  the  past  they  have  often  tended  to 
belie  their  prior  records.  Even  a  casual  glance  at  the  roster  of  present  and  past  commis- 
sioners will  establish  that  the  same  holds  true  for  the  FCC. 


Now  those  whose  business  it  is  to  speculate  can  t'»rn  their  undivided  attention 
to  the  Craven  seat,  wh'ch  will  be  onen  next  30  Tune  if  not  earlier.  It  has  been  as- 
sumed all  along  that  Broadcast  Bureau  chief  Kenneth  Cox  will  get  that  seat.  Now 
the  guessers  aren't  so  sure. 

Nothinar  has  changed,  but  the  fact  is  that  after  a  setback  following  the  stormv  Harris 
hearings,  the  custom  has  reverted  to  mak'ng  appointments  to  the  regulatory  agen- 
cies to  pav  off  for  past  political  activitv.  The  H*»nrv  appointment  was  in  this  natt«*rn. 
and  those  who  watch  such  matters  sav  the  ion'?  delav  in  naming  him  bodes  ill  for  Cox. 

There  is  no  doubt  in  the  world  that  Prudent  Kennedv  scanned  the  lists  of  those 
who  had  backed  him  for  a  bright,  ambitious  young  man  he  believed  to  be  eanahle 
of  handling  the  job  with  credit.  Now  there  is  some  si'«nicion  that  the  reason  for  the  delav 
wp«i  that  there  were  numerous  names  on  th«*  list.  That  might  m«>au  a  second  name 
off  that  list,  rather  than  one  of  the  names  known  in  Washington,  might  be  tapped  to  take 
Craven's  place.    Or  so  the  rumor  mill  now  goes. 

There  ha*  never  been  anv  doubt  since  he  was  srmofnted  to  the  important  post  of  Broad- 
cast Bureau  chief  that  Cot  would  wind  tin  al">ngsid*»  Minow.  There  ?«  doubt  now.  Cox  ban 
the  strong  backing  of  powerful  Sen.  Warren  Ma<muson  CD..  Wa«h.).  chairman  of  fhr 
Senate  Commerce  Committee.  But  Cross  had  the  backing  not  onlv  of  equallv.nowprfnl 
R*»n.  Oren  Harris  (D..  Ark.},  chairman  of  the  Home  Commerce  Committee,  but  of 
the  entire  Arkansas  Congressional  delegation.    And  he  wotmd  \m  out  in  the  cold. 

The  only  certain  thine  is  that  before  the  next  appointment  is  made,  the  rumor  mill  will 
get  back  its  confidence  and  will  grind  again.  It  also  seems  hi?hlv  likeb' — sublet  to  the  r-au 
Hon  previously  expre«sed — that  Minow  will  gain  a  vote  for  his  policies  in  Heirv.  Even 
though  Minrw  was  obvionslv  not  consulted  about  the  apDointmpnt.  and  althoueh  the  evl 
dence  is  that  Minow  heard  of  it  onlv  a  little  before  the  general  public. 

SPONSOR  /  10  skttfmber   1962  55 


*  SPONSOR  HEARS 


10  SEPTEMBER  1962 

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

Cooyriiht     1962 


Currying  timebuyer  favor  takes  curious  turns  from  the  seller  angle. 

Like  the  station  operator  who  has  compiled  a  list  of  the  birthdays  of  some  200 
timebuyers  and  on  each  of  these  occasions  bestows  a  gift  which,  as  he  tells  it,  is  worth 
about  $40  retail  and  about  $20  wholesale. 

What  makes  it  a  little  tough  for  the  recipients  is  this:  a  competitive  station  in  the  same 
market  counters  the  gift  largess  by  staging  an  elaborate  once-a-year  party  in  New 
York  and  Chicago  to  which  a  goodly  number  of  the  same  timebuyers  are  invited. 

Intrigued  by  the  fact  that  Schick  was  introducing  separate  razor  for  tough 
beards  and  tender  skins,  SPONSOR  sought  enlightenment  from  Gillette  as  to  how 
the  nine-gear  adjustible  razor  was  selling  as  compared  to  the  old  razor. 

Gillett's  response:  figures  could  not  be  made  available  but  the  ratio  of  sales  might  be 
conjectured  by  the  fact  that  the  nine-gear  instrument  got  far  more  commercial  men- 
tion than  its  older  brother. 

Something  that  certainly  didn't  hurt  Y&R  in  snagging  the  $10-million  Chrysler 
institutional  account:  Sig  Larmon's  golfing  companionship  around  Augusta  with 
George  Love  when  the  pair  were  part  of  an  Eisenhower  foursome. 

Love  is  chairman  of  the  Consolidated  Coal  Co.,  which  bought  heavily  into  Chrysler. 
But  the  big  advantage  for  Y&R  was  the  record  it  made  as  the  agency  for  the  Chrysler 
car  itself. 

Tv  network  affiliates  might  as  well  reconcile  themselves  to  a  continuing  venture 
on  the  part  of  CBS  TV  and  NBC  TV  to  reduce  their  compensation. 

ABC  TV  is  not  expected  to  get  into  the  act  until  its  affiliate  structure  closely  or 
approximately  matches  that  of  the  other  networks. 

The  continuing  move  to  slice  station  revenue  is  motivated  by  two  factors:  (1)  making 
networking  more  profitable;  (2)  putting  affiliates  in  the  position  where  they  share 
the  risk  of  unsold  network  programing,  which  for  both  night  and  daytime  now  comes  to 
around  $450  million  a  year. 

Affiliates  raise  this  counterargument:  In  the  last  analysis  network  profits  or  losses 
are  a  matter  of  bookkeeping,  like  charging  off  the  news  used  by  the  o&o's  to  the  network. 

You'd  be  going  back  a  long,  long  ways  if,  assuming  you're  an  oldtimer,  you 
tried  to  recall  when: 

•  Scriptwriters  working  for  one  of  the  soap  opera  assembly  lines  collected  $25  per 
episode. 

•  The  late  Rav  Morgan  created  Chandu  the  Magician  for  White  King  Soap. 

•  Folger  Coffee  sponsored  Folgeria,  origi-nal  musical  comedies,  which  poked  fun  at  cur- 
rent foibles  and  featured  the  comedv  team  of  B'ack  &  Blue. 

•  WLW,  WLS.  WSM  and  KNX  all  at  one  time  had  famed  Saturday  Night  Barn 
Dance  programs. 

•  The  Don  Lee  Network  pioneered  with  such  variety  shows  as  Blue  Monday  Jamboree 
(Meredith  WifUon  as  musical  director) ,  Merry  Makers  (Raymond  Paige  as  musical  di- 
rector^ and  the  Happy-Go-Lucky  Hour  (featuring  Al  Pearce). 

•  WOR  save  eastern  radio  its  pattern  of  imaginative  entertainment  via  the  Witches*  Tale 
and  the  Market  &  Halsey  Streets  Playhouse, 

56  SPONSOR  /  10  September   1962 


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///V\ORE  Adult   Men    1 8  to  49 
JUT  111)  M  •  MORE  Adult  Women  1  8  to  49 

|TJ[U LlU  #  MORE   Teenagers  and   Children 

LISTENERS   IN  CINCINNATI  THAN  ANY*  OTHER  STATION 


*CALL 

robert  e.  eastman  &  co..  inc 


He'll  prove  it  to  you 
with  the  latest  Pulse 
and  Hooper  Figures! 


SPONSOR   /    10   SEPTEMBER    1962 


in  Cincinnati 


57 


'SPONSOR-WEEK 


Continued 


Alls  accsptc  c    :::d 

As  the  Philip  Morris  salesman  who  opened  most  new  outlets  foi  Parliament  dui  ing 
recent  WMAL-TV,  Washington,  spot  campaign,  Gene  \1K  accepts  dinnei  foi  two 
at  Golden  Parroi   from  stn.  gen.  sales  mgr.  Neal  Edwards  as  other  execs  look  on 


-"■ 'W-l 

r  *j  i  ft  >t^,\ 

>  -  M      «Mtt 

i  r* 

J   It'         5 
.  DIRECTOR** 

^B 

1  it 

r  TO 

W  ,  ^vkffiW'i^k^ 

Cover  girl  queen 

Paula  Hicks  (c)  copped  (nsi  prize  in 
the  TV  Director)  Cove:  (.ill  Contest 
telecast  on  WLOF-TV,  Orlando,  pari 
in  W'.iiiui  Bios,  u  show,  and  din- 
nei  at   Romanoffs  with  Troy  Donahue 


Champagne  and  roses 
Thai's  WCOP,  Boston,  gift  to  local 
agenc)  people  to  mark  new  mixture  ol 
music.  Here  (1-r):  model  Bern  Huston, 
acct.  exec.  Dave  Duane,  Hoag  and 
Provandie    buyer    Roseniarv    Rohmer 


New  officers  discuss  fall  plans 

New  England   Vssn.  ol  Radio  l\  Representatives'  new  leaders  talk  ovei  strategy  al 

recenl  t  in-.    L-r:  George  Bingham   (New  England  Spot  Sales),  sec'y-treas.;  Bill 

(  reed,  past-pres.;    fohn  King    (Katz)    pres.;   David  Scott,    (NBC  Spot   Sales),  v.)>. 


EMMY  AWARDS  COMMITTEE 
(Continued  from  page  12) 

man  Lee  Schulman  ol  KING-TV, 
Seattle,  are:  Burton  Benjamin, 
CBS  News:  Tedd  Cott,  Oakland 
Productions,  and  Ben  Grauer,  NBC 

News  (all  New  York);  Dick  Berg. 
Revue  Studios;  Seymour  Berns, 
CBS  I  V.  and  Damn  B.  Landres, 
Revue  Studios  (all  Los  Angeles): 
Richard  Reinauci.  AM  A,  Chicago, 
and  Lewis  Shollenberger,  ABC 
News.   Washington. 

advertisers 

General  Mills  plans  an  expenditure 
"well  into  six  figures"  to  promote 
its  new  cereal  premium  offer  which 
coincides  with  the  introduction  of 
specially  printed  premium  cereal 
packages  on  store  shelves. 

The  offer  is  a  "Nature's  Wonder- 
land Stamp  Album.''  an  education 
al  book  featuring  15  animals  and 
bit  ds. 

I  \  will  spearhead  the  campaign 
starting  in  earl)  October  and  run- 
ning for  four-six  weeks.  Included 
aic  GM's  NBC  TV  shows,  over  50 
stations  carrying  "Rock\  and  His 
Friends"  and  more  than  100  sta 
lions  carrying  "Captain  Gallant." 

V^cik  \  is  D-F-S, 

Campaigns:  1  he  most  massive  cam 
paign  in  its  S7-\ear  history  is  being 
launched  b\  American  Safety  Ra- 
zor Co.  in  support  ol  its  new  PAL 

Stainless  Steel  Adjustable  Injector 
Razor  now  entering  national  dis 
tribution.  Several  CBS  TV  shows 
at  e  inc  luded. 

PEOPLE  ON  THE  MOVE:  Law- 
rence R.  Smith  has  resigned  as 
managei  ol  advertising  and  public 
relations  lot  Collier  Carbon  and 
Chemical  Corp.,  the  chemical  sub 
sieliaiv  of  Union  Oil  Co.  ...  J.  Gil 
Murphy  to  the  newly-created  posi- 
tion ol  national  held  sales  manage' 
and  George  W.  Thompson  to  east 
(in  regional  sales  manager  at  Nox 
/etna  Chemical  .  .  .  John  I).  Mack 
to  the  new  post  ol  vice  president  in 
charge  ol  advertising  ol  Clairol  .  .. 
Irchie  Rothman  to  newspaper  and 
cooperative  advertising  managei 
and  Frank  I).  Flagg,  lot  met  1\  vice 
president    and   account   supervisoi 


58 


SPONSOR 


Id    si  PTEMBER    1962 


ol  Fletcher,  Richards,  Calkins  & 
I  [olden,  t<>  c I i i <•*  (01  ol  m.ii  kei  ing 
loi  Revlon  International  Theo- 
dore  R.  Anderson  to  the  newh 
created  post  ol  assistant  market  re 
search  managei  ai  [ohnson's  Wax 
.  .   .   Ruth  Stoehr  to  managei    ol 

i > 1 1 1 > 1 1 <  ii\    loi    II.    |     I  Inn/. 

agencies 

V»»iK\  appointments:  Whitehall 
Laboratories  division  ol  Vmerican 
Home  Products  to  Kastor  Hilton 
Chesle)  Clifford  X.  Atherton  Eoi 
two  new  produ<  ts  planned  loi  I. ill 
tesi  in.u  kel  introdui  tion  .  .  .  ( Ihap 
in. in  l)i\  ision  ol  Ci  ane  (  Io.  to  die 
Industrial  Departmeni  ol  Doremus 
fcCo.,  Philadelphia  ...  1  he  Abbe) 
oi  I  lie  Genesee,  makers  ol  Monks' 
Bread  to  Tin-  Rumrill  Company  as 
first  advertising  agenc)  ol  record 
loi  die  account  .  .  .  The  ( !hemi<  als 
division  ol  Olin  Mathieson  ol 
million)  to  Doyle  Dane  Bernbach, 
ellet  tive  I  |.imi. ii \ .  From  Van  Sant . 
Dugdale,  Baltimore  .  .  .  \.  ( :.  (.il 
bert  ($1  million)  io  BBDO  from 
Banning  Reppliei  Advertising, 
Nev    I  laven  is.   Rubbei    to 

N.  W.  Ayer  loi   its  tires  ($2-3  mil 
lion  i.    Ilic  Kt-ds  remain  ;n  Flet<  her 
Ri(  hards  ...    \\  is  |  $1.5  million  i  io 
Doyle  Dane   Bernbach       .   .   The 
Puget     Sound     Ramblei      Dealers 

\smi  io  Geyer,  Morey,  Ballard  .  .  . 
Pennant  division  ol  Novo  Indus 
trial  Corp.  to  Stern,  Walters  &  Sim- 
mons .  Chevrolet  /one  Dealers 
io  S\krs  Advertising,  Pittsburgh. 

Kudos:  Arthur  A.  Porter,  vice  pus 
idem  <>l  f.  Walter  rhompson,  has 
been  appointed  chairman  <>l  die 
Advertising  and  Publishing  Group 
ol  (he  United  Hospital  Fund's  Hard 
annual  appeal  in  Manhattan  and 
rhe  Bronx,  lor  the  Fourth  con- 
set  utive  yeai . 

Top  brass:  Otis  L.  Hubbard,  Jr.  to 
the  Chicago  office  ol  McCann 
Erickson  as  a  senioi  vice  president 
and  member  ol  the  Management 
Board,  effective  17  September.  I  le 
has  been  vice  president  and  ac- 
count supervisor  loi  Needham, 
Louis  8c  Brorby. 

New   \.p.'s:  Norman  J.  Dain,  crea 
n\r  director,  at   Ridgway,   Hirsch 


Supermarkets  single  out  Miss  TV 

Jean  Ward    (c),  representing  WCKT,   Miami,  accepts  honoi   "I   the   Florida   Inde 

lxaideiii   Supermarket    Vssn.   iinm  Georgi    McKelve>     shell's  (,it\   and  assn    head 


'ylj 


£■>*.     -- 


It 


.?°* 


H 

i j  ///  /.■,"•• 
••JJJJ  UJJjjl 

■ 

'.HILL  iM  ■' 
Comic  commercial 
WOW.  Omaha,  mgr.  Bill  Wiseman 
seui  250  bread  crumb  cans  to  General 
Motors  dealers,  lie  in  to  commercial 
which  asks  drivers  to  ihi|>  crumbs  From 
bumpers   i<>   find   wa)    back   to  dealers 


Spreading  sunshine 
Visiting  (  hicago  agencies  on  behall  ol 
s])<  ( ial  promotion  foi  \\  I  BW  I  V. 
Miami,  u  i  re  (1-r)  ( .l.nil  Smith,  mid- 
west i\  sales  mgr.  foi  II  R:  Miss  sun 
in :    Dwight    s.    Reed.    1 1  R    exe<    \  .p. 


"Colonels"  get  the  pitch 

PGW  men  get  1"\\  down  on  Beaumont  from  kl-HM  and  Chambei  ol  (  ommerce 
execs,  d.ii:  stn.  merchandising  dir.  Hubert  Linder;  program  dir.  R<>ss  Wilder: 
gen.  mgr.  Waltei  Rubins;  Chambei  oi  Commerce  pres.  Ben  Rogers;  PGW's  Ra\ 
Kaelin,    Rowland   Varley,    Ra\    Stanfield;    and    ^m.    hx.d    sales   mgr.    Id    Carroll 


SPONSOR 


10  st  I'M  \iiuk   1962 


59 


&  French  ...  A.  J.  Palmerio,  cop) 
supervisor,  at  Frank  Vos  8c  Co. 

PEOPLE  ON  THE  MOVE:  Herb- 

(ii  C.  Smithline  to  merchandising 
executive  in  the  marketing  services 
division  of  K&E  .  .  .  Jeremiah  C. 
Harmon  to  the  cop)  department  ol 
Pritchard,  Wood  .  .  .  Robert  Kahl 
to  group  supervisor  in  the  market- 
ing department  of  SSC&B  .  .  . 
Joseph  McCluskey  to  account  ex- 
ecutive of  Ingalls  Associates  Adver- 
tising. Boston  .  .  .  Omar  Bittar  to 


assistant  general  manager  of  K&E 
Do  Brasil  .  .  .  John  Mimnaugh  to 
assistant  director  ol  public  rela- 
tions at  Charles  W.  Hoyt  .  .  .  Rod 
D.  Frazier  to  supervisor  in  the  tv 
copy  department  of  Leo  Burnett 
.  .  .  Ann  Catino  to  executive  secre- 
tary and  Glenda  Light  to  media 
di lector  at  Enyart  &  Rose  .  .  . 
Roger  Mader  to  art  supervisor  at 
Y&R  .  .  .  Robert  A.  Baker,  account 
executive  at  Baker  &:  Stimpson.  to 
president  and  general  manager  of 
Dentur-Eze,  Seattle. 


MOVIES  ARE^EffER  THAN  EVER! 

And  Pittsburgh's  great  movie  station  — 
WIIC— has  a  wealth  of  fine  M-G-M  and 
20th-Fox  films  that  will  sell  for  you! 

Spots  are  now  available  in: 

SATURDAY  NIGHT  AT  THE  MOVIES  Part 

(11:10  p.m.  Saturdays) 

SUNDAY  AFTERNOON  AT  THE  MOVIES 

(1 :00  p.m.  Sundays) 

TTTTTf1  channel  11 

W  liU  PITTSBURGH 

Represented  nationally  by  Blair -TV 


Retirement:  Herb  Selby  as  vice 
president  and  media  director  at 
Meldrum   &:   Fewsmith,   Cleveland. 

associations 

The  Florida  Assn.  of  Broadcasters 
in  a  series  of  special  bulletins  to 
members,  is  circulating  some  help- 
ful hints  on  editorializing. 

In  addition  to  reiterating  aspects 
of  the  Fairness  Doctrine,  the  as- 
sociation recaps  specific  editorials 
aired  by  members. 

By  the  way,  another  note  from 
the  FAB:  the  Board  Meeting  is  set 
for  22  September  at  Grand  Bahama 
Hotel,  West  End,  Grand  Bahama 
Island. 

Panel  discussions  relating  to  the 
operation  of  broadcasting  stations 
and  featuring  prominent  industry 
personalities,  highlight  the  annual 
fall  convention  of  the  Michigan 
Assn.  of  Broadcasters. 

The  place:  Hidden  Valley,  (-ax- 
lord. 

The  dale:    12-15  September. 

Discussions  will  include  public 
affairs  programing  by  local  sta- 
tions, securing  business  through 
agencv  contacts,  and  interpretation 
of  FCC  rules. 

Convention    plans    for    the    Texas 

Assn.  of  Broadcasters  are  now 
locked  up. 

The  time:  21-22  October. 

1  he  place:  Granada  Hotel.  San 
Antonio. 

There'll  be  a  sales  i raining  clinic 
to  which  station  salesmen  are  in- 
vited at  a  reduced  charge. 

Other  dates:  The  North  Dakota 
Broadcasters  Assn.  will  hold  its  fall 
meeting  at  the  Plainsman  Hotel, 
Williston,  on   1 1-12  October. 

Reminder:  Entries  c  lose  15  Septem- 
ber for  the  1962  Deep  South  Ad- 
vertising Awards  contest.  Awards 
will  be  made  at  the  7lh  District 
A.FA   Convention    in    Nashville   in 

mid  Oi  tobei  . 

tv  stations 

Gasoline  and  lubricant  tv  advertis- 
ers seem  to  be  (hanging  traditional 
patterns  of  buying  within  the  me- 
dium. 


60 


SPONSOR 


10    SEPTEMBER    1  %2 


Tjv  Special  Tabulations  from  thousands  of  viewing  records 


*; 


AR.B  maintains  viewing  records  of  thousands  of  television  families  to  serve  an  ever 
increasing  variety  of  special  client  needs.  Cross-tabulations  can  quickly  tap  this  vast 
storehouse  of  audience  data  to  aid  in  the  buying  and  selling  of  television  time  for  greater 
precision  and  effectiveness. 

Custom  research — at  its  automated  best — solves  the  specific  problems  of  audience  dupli- 
cation, determines  net  versus  gross  homes  reached,  and  provides  a  wide  range  of  addi- 
tional information  for  evaluating  audience  efficiency.      /^~/^\~>\      AMERICAN 
Your  needs  dictate  the  flexibility  of  special  tabula-     [  jfWflBj^|    ]     RESEARCH 
tions   from   available   data.     Unexcelled    processing     \**BVMh{J     _  ..  _  _  _ 
techniques  make  them  practical. 


VISION         OF 


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Help  yourself  to  an   EXTRA    MEASURE   OF   AUDIENCE.   Write  or  call  for  a   copy 
of  this  ARB  booklet  describing  the  capabilities  for  special  tabulation   research. 

Washington  WE 5-2600* New  York  JU '6-7733  •  Chicago  467 -5750*  Los  Angeles  RA3-8536 


Do  You  Make  These  Mistakes  in 

A-    | |  Select  media  for  your  trade  paper  advertising  on 

the  basis  of  what  you  read — instead  of  what  your 
prospects  read? 

£.  J  Wait  for  a  tat  rating  story   before  you   promote 

your  station? 

jL    I  lake  a  summer  hiatus? 

*\ .  J  Fail    to    promote    your    market    because    it    may 

benefit  competing  media? 

Jj.  J  Distort — or    display    excessive    optimism    in     in- 

terpreting— data  about  your  audience  or  market? 

U-  I  Look   for  direct   returns   immediately   after  your 

ad  appears? 

/  0   I J  Budget  too  little  Eor  mechanical  production? 

X  Forget  you're  talking  to  human  beings? 


62  SPONSOR         HI    SEPTEMBER    1962 


Trade  Magazine  Station  Promotion? 


1.  1  his  is  somewhat    hki    seeking  .1   losi   diamond   undet    .1  stn 
light  when  \oii  know  you  losi  it  back  there  in  the  dark. 

2.  1  hose  who  live  l>\  1 1 1  c •  sword  die  l>\  the  sword.    I  wo   (oi  mor< 
( .m  play. 

3.  Is  thai  what  you  nil  i 0111  customers? 

4.  II  your  market  is  outside  the  top  dozen,  bettei  recognize  the 
problem     and  take  youi  chances. 

5.  You're  talking  to  experts.  Don't  insuli  theii    intelligence. 

6.  You're  reaching  F01  a  note  that  isn't  on  the  horn.  II.  in  the 
course  <>l  a  year,  you  heaj  from  eight  01  ten  people  (outside 
the  trade  media  tales  field)  who  have  seen  youi  campaign,  you've 
had  about  all  the  direct  evidence  you're  going  to  get.  \  reason 
able  objective  I01  youi  trade  papei  advertising  is  to  prepare  t In 
way  lor  direct  calls  from  youi  national  salesmen. 

7.  Don't  n\  to  appl)  consume)  publication  standards  foi  produc- 
tion budgets  to  trade  magazine  space.  I  in  percent  ol  the  i<>si 
ol  a  page  in  LIFE  ina\  be  enough  to  produce  an  a<l  foi   1.11- 1 

1  en  percent  oi  the  cost  ol  .1  page  in  SPONSOR  is  hardh  enough 
to  pa\  an  art isi  foi  a  g< iod  layout. 

8.  Youi  readei  responds  to  trade  magazine  advertising  as  an  in- 
dividual, not  as  an  automaton.  1  [e  doesn't  share  youi  passionatt 
interest  in  data  about  your  station.  You  have  to  penetrate  his 
defenses — with  intriguing,  sometimes  offbeat,  approaches. 


SPONSOR 


10    SEPT!  MBEK    1W>'_' 


Henry  J.  Kaufman  &  Associates 

Advertising  and  Publii  Relations 

I419H  St..  N.W.  •  Washington.  1).  ( ..  •  1)1  7-7  100 

Out  radio  t\  and  media  clients  include: 

•  Corinthian  Broadcasting  Corporation  •  Greensboro  News  Recon 

•  Media  scope   •    Pulse    •   Storz    •    WBTW    •    WMA1     •    \\  M  1 

•  Yow  station?  Give  us  a  ring. 


According  to  a  l\li  report  on 
the  category  for  the  first  half  of 
the  year,  the  emphasis  was  much 
stronger  in  favor  of  spot  over  net- 
work, and  the  shili  has  been  away 
from  an  almost  exclusive  interest 
in  network  news  and  sports  broad- 
casts toward  entertainment  pro- 
graming. 

National  gross  time  billings  to- 
talled $25,012,104  this  six  months, 
vs.  $19,722,042  last  year,  up  26.5%. 
Network  got  $9,402,104  in  1962 
compared  with  $8,798,042  last  year, 
n  increase  of  6.9%,  while  spot 
umped  42.9%  to  $15,610,000 
against   $10,924,000. 

Of  the  $8.8  million  network  to- 
tal for  the  first  half  of  1961,  $8.2 
million  was  spent  on  news  and 
sports.  In  1962,  $7.6  million  was 
for  news  and  sports,  while  $1.8 
million  was  for  entertainment 
shows. 

Ideas  at  work: 

•  WISN-TV,  Milwaukee,  sent 
out  mouse  traps  to  promote  the  in- 
clusion of  "The  Mickey  Mouse 
Club"  in  its  daily  kid  show  sched- 
ule from  4-6  p.m. 

•  An  animated  outdoor  electri- 
cal sign  dots  the  Dallas  Central  Ex- 
pressway to  promote  WFAA-TV 
news,  weather  and  sports  coverage. 
Called  "Tri-Vision,"  the  sign  has 
rotating  cylinders  with  triangular 
cross  sections  that  display  three 
separate  illustrations,  station  an- 
chormen, in  each   17-second  cycle. 

•  WXYZ-TV,  Detroit,  has  come 
up  with  an  interesting  twist  on  fa- 
miliar election  themes.  The  first 
confrontation  of  candidates'  wives 
in  Michigan  history  will  take  place 
on  the  station  around  the  first  of 
October.  Mrs.  George  Romney  and 
Mrs.  John  B.  Swainson  will  each 
have  30  minutes  to  tell  why  they 
feel  their  husbands  should  be 
elected. 

Kudos:  Stephen  Riddleberger,  pres- 
ident ol  ABC  radio  o&o's,  and 
Rennet  H.  Korn,  WNEW-TV,  New 
York,  president,  have  joined  the 
Board  of  \d\isi)is  ol  die  Bedside 
Network  of  the  Veterans  Hospital 
Radio  and  Television  Guild  .  .  . 
The  Minnesota  Council  of 
Churches  lias  given  a  special  cita- 
tion award  to  KMSP-TV,  Minne- 
apolis-St.  Paul,  for  its  non-rommer- 
cial,  non-sectarian  program,  "Chap- 


el ol  the  Aii"  .  .  .  Joseph  H.  Baker, 
local-regional  sales  manager  of 
KM  I  V,  Omaha,  has  been  elected 
Governor  of  the  ninth  district  of 
die  A  FA  .  .  .  Reporters  and  cam- 
eramen from  WDSU-TV,  New  Or- 
leans, won  six  out  of  nine  first 
place  awards  for  tv  at  the  fifth  an- 
nual awards  program  of  the  local 
Press  Club  and  the  station  won 
first  and  second  place  in  the  edi- 
torial competition  open  to  both 
newspapers  and  tv  stations. 

PEOPLE  ON  THE  MOVE:  Erik 
Underwood  to  the  news  depart- 
ment of  WJZ-TV,  Baltimore,  from 
WXEX-TV,  Richmond  .  .  .  Keith 
Robbins  to  account  executive  for 
WTOP-TV,  Washington,  D.  C,  re- 
placing Peter  Ryan  who  resigned 
.  .  .  Edward  J.  White  and  Donald 
E.  Hardin  to  sales  account  execu- 
tives for  WKRC-TV,  Cincinnati 
.  .  .  Jack  Wells  resigns  28  Septem- 
ber from  WJZ-TV,  Baltimore,  to 
take  a  position  with  the  Globe 
Brewing  Co.  .  .  .  Thomas  F.  Dennin 
to  account  executive  at  WNBF-TV, 
Binghamton  .  .  .  Harry  Ebbesen  to 
production  manager  at  KPHO-TV, 
Phoenix  .  .  .  Patrick  C  Arnoux  to 
program  director  of  WSPA-TV, 
Spartanburg  .  .  .  Parker  Daggett  to 
sales  manager  of  WXIX-TV,  Mil 
waukee  .  .  .  David  B.  Moody,  Jr. 
to  administrative  officer  of  the  Ne- 
vada Network,  part  of  the  Donrey 
Media  Group  .  .  .  George  Babick 
to  the  sales  staff  of  WTMJ-TV, 
Milwaukee  .  .  .  Ivan  Toncic  to  the 
sales  staff  of  W TRF-TV,  Wheel- 
ing. 

radio  stations 

There's  a  good  news  note  for  radio 
to  come  out  of  the  resolutions 
passed  by  the  Missouri  Farmers 
Assn. 

The  resolution:  "Farmers  rely  on 
their  local  radio  station  for  wcatli 
er,   news  and   market    information. 
We  urge  the  FCC  Act  of   19:!  1   be 
revised    so    that    the   so  called    "da\ 
lime"    stations    can    lie-    given    a     1 
Jin.  lo  6  p.m.  daily  broadcast  peri 
od  the  yeai   around." 

Ideas  at  work: 

•  Thousands  jammed  into  Hous- 
ton's sprawling  Highland  Village 
Shopping  Center  to  participate  in 

die    <  ilv's    lust    "Mun  '\    Sale"    con 


ducted  b\  KTHT.  The  Money 
Sale  ushered  in  the  shopping  cen- 
ter's Fall  Festival  of  Sales  in  con- 
nection with  the  Back-to-School 
period. 

•  Alleged  rain-maker,  retired 
Air  Force  Major  Homer  Berry,  got 
$500  from  KLRA,  Little  Rock,  for 
a  deluge  of  rain  which  fell  on  24 
August— and  the  station  got  lots  of 
publicity.  After  what  was  shaping 
up  as  the  chyest  August  on  record 
in  Arkansas,  Major  Berry  offered 
his  $500  proposition  to  the  city 
and  got  no  response.  KLRA  agreed 
to  pay  for  rain  that  same  day  and 
to  spite  no  weather  forecast  of 
heavy  precipitation,  over  three 
inches  fell  in  some  parts  of  Arkan- 
sas. 

•  It  took  only  45  days  of  on- 
the-air  promotion  for  WCCO, 
Minneapolis-St.  Paul  star  Jergen 
Nash  to  sell  out  all  110  spaces  on 
his  Good  Neighbor  Tour  to  Eu- 
rope. The  group  leaves  6  October 
for  three  weeks,  compliments  of 
Scandinavian  Airlines  and  Sedard 
World  Travel  Service  of  Minneap- 
olis. 

Financial  report:  Rollins  Broad- 
casting reported  that  for  the  first 
three  months,  ending  31  July,  reve- 
nues were  SI, 928, 7 15,  a  47%  in- 
crease, compared  to  $1,307,636  for 
the  same  quarter  a  year  ago.  Net 
earnings  were  $168,642  or  18  cents 
per  share,  up  50%  over  $113,275 
or  12  cents  a  share  for  the  May- 
July  period  of  1961. 

Mystery  solved:  Wh\  is  Charles 
Michelson,  Inc.  reactivating  its  dor- 
mant radio  program  division?  The 
re-release  of  one  of  radio's  all-time 
great  thrillers,  "The  Shadow." 
Michelson,  original  distributor  of 
the  mystery  program,  will  have 
tapes  ready  for  broadcast  1  Oc- 
tober. 

Musical  merger:  WGMS,  Washing- 
ton, music  director  Alan  Doerr  was 
married  to  Fli/abeth  Donaldson. 
assistant  to  Stan  Hamilton  of 
WMAL  (FM),  same  city.  WGMS 
program  directoi  Vic  Hirsh  was 
best  man.  and  Stan  was  chief  usher. 

Kudos:  Fran  Harris,  women's  edi- 
tor of  WAV  J.  Detroit,  has  been 
named  to  the  Governor's  Commis- 
sion  on    the   Status  of  Women   in 


64 


SPONSOR    /    10   SEPTEMBER    1962 


public  and  private  employment  .  .  . 
I  hanks  went  to  WW  | .  Cleveland, 
general  manage]  fames  P.  Storer 
from  I  he  ( lleveland  Summei  ( h 
i  hisii.i  Pops  ( ioni  ei  is  l"i  the  sta 
lion's  help  in  making  the  season  a 
sua  ess 


PEOPLE  ON  THE  MOVE:  Kav 
Howe,  women's  directoi  at  K.HOW, 
Denver,  to  assistant  to  general 
manager  .  .  .  Thorn  Robertson  to 
local  sales  manager  ol  \V\I1  \. 
Boston  .  .  .  William  P.  Perry  to 
general  manage]  ol  WKLO,  Louis- 
ville, ami  the  Board  ol  Directors 
>i  Mid-American  Broadcasting  .  .  . 
James  Crismond  to  local  sales  man 
:  ol  W  TOP.  Washington,  D.C. 
.  .  William  Travis  to  the  sales 
stall  ol  KWKW,  Pasadena-Los  \n 
geles,  as  special  project  salesman 
.  Harold  E.  Starr  to  program 
director  ol  K.RTR,  Denver  .  .  . 
Stan  Brooks  to  assistant  news  cli- 
rector  at  WINS,  New  York. 


fm 


Leading  Dallas  business  and  pro- 
fessional men  are  being  introduced 
to  multiplex  stereo  fm  via  a  dra- 
matic presentation  by  KVIL  and 
General  Electric. 

During  the  summei,  the  station 
inaugurated  a  12-hour  period  of 
multiplex  stereo,  beginning  at  (> 
p.m.  To  promote  and  explain  the 
new  broadcasting  procedure,  the 
station  also  developed  a  program 
consisting  of  15-minute  explana- 
tions and  15  minutes  of  music 
taken  directl)  from  a  broadcast. 
The  program  is  being  offered  to 
service  clubs  for  luncheon  meet 
ings. 

Another  demonstration  of  fm  mul- 
tiplex stereo  took  place  last  week, 
this  one  during  the  cocktail  hour. 
WCRB,  Boston,  and  Broadcast 
I  ime  Sales  got  together  at  the  rep 
firm's  New  York  penthouse  for  a 
lavish  demonstration  of  the  all- 
around  sound  ol  WCRB's  multi- 
plex stereo. 

PEOPLE  ON  THE  MOVE:   Dave 

Williams  to  general  manager  of 
KGLA  (FM).  Hollywood  .  .  . 
Charles  A.  Myers  to  program  direc- 
toi at  WKET  (FM).  Dayton  .  . 
Harmon  Hvde  to  account  execu- 
tive at   WPFM    (FM),    Providence. 


networks 


In  connection  with  its  start  of  col- 
orcasting  this  month,  ABC  TV  has 

put  togcthci  a  manual  detailing 
color  t\  standards  fol  him  and 
slides. 

I  be  netwoi  k  is  sending  i  lie  book 
to  laboratories,  film  producers  and 
agencies  "in  the  absence  ol  an\  in 
dustr)   standards"  on  colorcasting. 

in  the  past  lew  weeks,  the 
SMPTE  sei  up  a  subcommittee  to 
provide  coloi   standards  and  ABC 

TV  suggests  that  itsieseauli  in  the 

aiea  might  serve  as  a   foundation 

lor   die  group's  work. 

Frank  Stanton  sharply  criticized  a 
study  of  the  Kennedv-Nixon  tv  de- 
bates recently  published  by  The 
(enter  lor  the  Study  of  Democratic 
Institutions,  the  main  activity  of 
The  Fund  for  the  Republic. 

The  CBS  president's  remarks 
were  delivered  in  accepting  the 
American  Societ)  ol  |ournalism 
School  Administrators'  annual  Ci- 
tation of  Merit. 

He  took  exception,  particularly, 
to  two  points  in  the  stuck :  (1)  that 
one  third  of  the  audience  turned 
off  the  debates  before  each  hour 
was  over,  and  (2)  that  the  debates 
chained  oil  attention  from  other 
elections,  with  the  results  that  "in- 
cumbents won  a  high  percentage  of 
elections  at  almost  every  level." 

Sales:  CBS  TV's  "Skv  King"  to 
Mattel  (Carson/Roberts)  for  13 
weeks  beginning  22  September  .  .  . 
Bonadettes  (Ted  Gotthell  Associ- 
ates), a  motion  sickness  preventa- 
tive manufactured  by  Labaron 
Pharmacal  division  of  Charles 
Pfizer,  has  picked  up  exclusive 
sponsorship  of  ABC  Radio's  cov- 
erage  of  the  America's  Cup  races 
.  .  .  Paramount  Pictures  will  satu- 
rate ABC  TV  and  CBS  TV  with 
an  intensive  campaign  in  connec- 
tion with  the  release  of  "Hatari." 
PEOPLE  ON  THE  MOVE:  Joseph 
L.  Markel  to  administration  man- 
ager for  the  ABC  TV  Station  Re- 
lations department  and  Charles 
Leasure  to  station  relations  region- 
al manager  .  .  .  Alan  R.  Morris  to 
assistant  director  of  program  busi- 
ness affairs  for  ABC  TV  .  .  .  Walter 
Patterson,  executive  vice  president 
of  Knoii  Broadcasting,  Michigan, 
to  a  member  ol  the  Mutual  .Midi- 


WTRF-TV 


STORY 
BOARD 


CATNIPPINC 

dulging    herself    in    rich    pas- 

nd  purred,  "And  I 
re  you  can. 

wtrf   Iv    Wheeling 
KING  ARTHUR     "I   hear  you  have  bee. 
behaving!" 
KNIGHT    "In  what  manor,  sire?" 

Wheeling  wtrf-tv 
GAME    HUNTING!    Angry    wife    to    hus 
"lohn,  one  of  the  pheasants  you  were 
ing  yesterday  just   called  and   left  her  phone 
number!" 

wtrt  tv   Wheeling 
VACATION     HINT!     If     you're     touring     the 
country   this   Fall,   one  of   the  best   places   to 
stop   is  at    railroad   crossings. 

Wheeling   wtrf-tv 
ADVICE  TO  LOVELORN!  If  at  first  you  don't 
succeed,    try  a    little   ardor! 

wtrf   tv   Wheeling 
DIALING!    "Number,    hell,"    yelled    the   drunl 
into  the  pay  phone,  "I  want  my  peanu 

Wheeling  wtrf-tv 
FOR  POSTERITY!  "I'm  terribly  tired,  can't 
I  quit  for  the  day",  asked  the  pin-up  model 
"Please,  Miss  Neal,"  replied  the  contour 
artist,  "can't  you  stick  it  out  a  while 
longer?" 

wtrf-tv   Wheeling 
CRAFTY!    The    best    craft    for    a    man    and 
women  stranded  on   the  rough   sea  of  matri- 
mony is  a  raft  of  kids. 

Wheeling  wtrf-tv 
FOR  UPDATING!"  Rep  George  P.  Holling- 
bery  will  give  you  the  up-to-the-minute 
oreakdown  on  WTRF-TV's  selling  impact  in 
the  big  Wheelmg-Steubenville  Industrial  Ohio 
Valley.  Ask  for  your  set  of  WTReffigies,  our 
Adworld  Series,   too. 


CHANNEL 
SEVEN 


WHEELING, 
WEST  VIRGINIA 


Cuisine    Exquise  .  .  .  Dans 
Une  Atmosphere  Elegante 


RESTAURANT 

vomN 


575  Park  Avenue  at  63rd  St 
NEW  YORK 


Lunch  and  Dinner  Reservations 
Michel 


TEmpleton  8-6490 


SPONSOR 


10   SEPTEMBER    19G'2 


65 


ates  Advisor)  Committee,  replacing 
Robert  Miller,  managing  director 
ol  WAIT,  Chicago,  whose  station 
recently  (hanged  hands  .  .  .  Robert 
C.  Mayo  to  managing  director  of 
CBS  Europe  and  CBS  Limited. 

reps 

Thomas  J.  White,  executive  vice 
president  of  Avery-Knodel,  was 
elected  to  serve  as  a  member  of  the 
SRA  Board  of  Directors. 

He's  filling  the  unexpired  term 
of  Lewis  II.  Avery  who  has  re- 
signed. 

In  addition,  committee  chairmen 
lor   1962-63  were  named. 

Rep  appointments:  WTLB,  Utica- 
Rome,  to  Robert  E.  Eastman  for 
national  sales,  effective  1  October 
.  .  .  KELI,  Tulsa,  and  KTRN, 
Wichita  Falls,  to  George  P.  Hol- 
lingbery. 

PEOPLE  ON  THE  MOVE:  Serge 
T.  Popper  to  account  executive  at 
Mort  Bassett  &:  Co.  .  .  .  Robert 
Cochran    to    account    executive    in 


the  New  York  office  «>l  CBS  Tele- 
vision Stations  National  Sales,  re- 
placing Alfred  I)i  Giovanni  who 
moves  to  the  CBS  TV  sales  depart- 
ment. 

film 

LA  A,  by  promoting  the  size  of  its 
new  feature  film  package,  has 
signed  44  stations  in  the  five  weeks 
the  product  has  been  on  the  mar- 
ket. 

The  group,  "United  Artists 
Showcase  for  the  Sixties,"  includes 
33  post- 1950  films  and  is  one  of 
the  smaller  packages  currently  in 
circulation. 

According  to  UAA,  stations  have 
been  sold  on  the  fact  that  with 
smaller  groups  of  feature  films 
they  1)  usually  get  a  large]  propor- 
tion of  top  pictures  and,  2)  the 
pressure  of  film  amortization  is  re- 
lieved. 

Videotape  Center  beat  the  tradi- 
tionally slack  summer  season  this 
year,  producing  a  record-breaking 
106     commercials     from     mid-Jul\ 


through  August. 

Almost  half  the  commercials 
were  of  the  type  formerly  shot  on 
film,  according  to  vice  presicleni 
and  general  manager  John  B.  Lani 
gan.  They  included  beers,  food' 
and  detergents. 

Sales:  NTA's  recently-acquired  2. 
first-run,  J.  Arthur  Rank  features 
syndicated  under  the  title  "Toi 
Rank"  to  21  stations  .  .  .  Allied 
Artists  Tv's  Science  Fiction  Fea 
tures  to  12  more  stations  .  .  .  ITC's 
"Supercar"  starts  in  33  new  mai 
kets  this  month,  for  a  total  of  115 
markets  .  .  .  Warner  Bros,  off-net 
work  series  to  five  more  markets 
.  .  .  The  sales  total  on  Official 
Films  "Biography"  is  now  134  mar- 
kets .  .  .  United  Artists  Tv's  "The 
Stor)  of  .  .  ."  to  Corn  Products 
(Lenen  &  Newell)  for  New  York 
(WNBC-TV),  Philadelphia,  and 
possibly  other  markets  now  under 
evaluation.  Sales  on  "Ripcord"  to 
International  Latex  and  Califor- 
nia Oil.  Western  division,  bring 
total  renewals  up  to  70%  since  the 
second    year's    production    was   an- 


newsmakers  in  tv/radio  advertising 


Julian  P.  Kanter  was  named  to 
head  Storer  Television  Sales 
midwest  office.  He's  been  with 
the  company  since  it  was  formed. 
Ranter's  Chicago-based  back- 
ground: station  operations  man- 
age] a i  WBKB-TV,  sales  traffic 
manager  at  WBBM-TV,  and  ac- 
count executive  at  the  same  sta- 
tion, account  executive  al  Peters, 
(.1  ilhn,  Woodward. 


-  m 


William  J.  Warren,  new  WLIB. 
New  York,  sales  manager,  has 
been  at  WSOQ,  Syracuse,  as  gen  - 
ci.il  manage]  lor  the  past  three 
years.  He  held  the  same  post  at 
WHLT,  Huntington,  Ind.,  and 
VVCAP,  Lowell.  Mass..  and  from 
1943-1951  was  .in  account  execu- 
tive .md  assistant  to  the  presi- 
dent ol  Willi.  Baltimore.  He's 
also  been  at  the'  New  York  Times. 


H.    Stillwell    Brown,    who    is    the 

new     New     Yoi  k    State    regional 

manager  of  QXR  Network,  was 
Eormerl)  an  advertising  execu 
tive  with  Rumi  ill  Co.,  and  gen- 
eral manage!  ol  I  he  ( !on<  ei  I 
Network.  Prioi  i<>  thai  he  was 
netwoi  k  managei  and  \  i<  e  presi- 
dent ol  the'  Northeasl  Radio 
Network  and  its  predecessor,  the 

Ruial   Radio   Network. 


Harold  C.  Altura  has  been  ap 
pointed  radio  reseai  (  li  and  pro 
motion  dire<  lot  ol  lVicis.  Grif- 
fin, Woodward.  Prioi  to  joining 
I'C.W.  Altura  was  radio  promo- 
tion managei  al  Avery-Knodel. 
His  background  also  includes 
wo!  k     as    an     a<  c  ount     exe<  uii\e 

with  Humphrey,  \llc\  &  Rich- 
ards and  sales  promotion  rep- 
i  esc  ii  i.i  I  i\  e  with     liine.    Im  . 


i,l, 


SPONSOR 


Id     si  I'UMIUK     I'll,!' 


nounced    recentl)    and    total    mai 

kcis  sold  to    I  10. 

Now  quarters:  ITC  is  now  located 
.it  555  Madison  Avenue,  New  York 

_"_'.  I  lie  phone  numbei  remains 
the  same:  PLaza  5-2100. 

PEOPLE  ON  THE  MOVE:  Rob- 
erl  V.  Behrens  to  vice  presidenl  in 
,  harge  of  sales  foi  ( )lh<  ial  Films 
.  .  .  Joseph  M.  Pellegrino  to  the 
■.ales  department  ol  the  charactei 
merchandising  division  ol  Wall 
Disney   Prodiu  tions. 

public  service 

With  the  November  elections  draw- 
ing near,  news  from  many  stations 
on  the  public  affairs  Front  relates 
to  activities  in  the  political  arena. 

•  WEMP,  Milwaukee,  will  be- 
jgin  on  12  September  a  series  en- 
titled "Question  the  Candidate" 
dail)  from  7:05-7:15  p.m.  highlight- 
ing issues  of  the  Wisconsin  guber- 
natorial and  Sen. He  contests. 

•  lo  help  keep  Michigan  Sen- 
lators   informed   ol    then    constitu- 
ents' views  and  to  aid  them  in  for- 

tmulating  attitudes  toward  antic- 
ipated reductions  in  federal  income 
taxes,  WWJ,  Detroit,  has  sent  the 
legislators  a  tape  recording  contain- 
ing highlights  ol  a  tec  ent  "Phone- 
Opinion"  program  on  the  subject. 

•  WGMS,  Washington,  scored 
a  news  beat  in  the  nation's  capital, 
offering  a  live  Iced  of  the  Boston 
'debate  between  Democratic  Sena- 
torial candidates  Edward  Kenned} 
and  Edward  McCormack,  [r.  The 
leed  came  from  sister  RKO  sta 
lion.  WN AC,   boston. 

Public  service  in  action: 

•  \  committee  of  Austin  citizens 
interested   in   literac)    training  are 

meeting  with  KLRN  personnel  to 
■pi. in  the  utilization  of  "Operation 
■LIFT."  Programs  designed  to  teach 
reading  and  writing  to  adults  be- 
gin on   15  October  on  the  series. 

•  KFWR,  as  pail  ol  its  publii 
service     programing,     supported 

jlKTTV,  also  Los  Angeles,  in  an  ef- 
fort to  save  li\es  during  the  Laboi 

|Da\  weekend.  The  i\  outlet  pre- 
sented "Death  on  the  Highway" 
jmcl  the  radio  station  aired  a  three- 
la\    campaign   ol    spots   reminding 

I  listeners  to  watch  the  film. 

•  It's  Back-to-School  time  in  the 


mile  high     t  n\     ol     Denvei     a\\<\ 

KBTR  is  pulling  Students  and  pai 

cuts  right    into   the  mood   with   a 
"bulletin    Board"   broadcast    houi 
K  and  c  ontaining  all  pei  i ineni  in 
formation     on     registration,     bus 
sc  hedules,  etc . 

•  WAME,  Miami,  a\m\  sponsor, 
Old  Florida  Rum  Co.  ol  Ft.  Lau 
derdale  intend  to  make  segments 
ol  the  1-6  a.m.  nighib  program, 
"Florida  Galaxy"  available'  to  local 

c  h.n  it  ies  ,i\\d  civic  c  lubs  foi  spei  ial 
prog!  ams  in   the  public    inlei  esi . 

•  KRLA  helped  the  I  os  Angeles 
Count)  Supervisoi  Kenneth  llahn 
repeal  safety  histor)  ovei  the  La 
bor  l)a\  weekend  with  a  vigorous 
campaign  urging  motorists  to 
drive  with  then  lights  on  in  the 
daytime,  a  psychological  weapon 
against   careless   holida)    driving. 

•  WNDU-TV,  South  bend. 
scored  a  notable  "first"  when  it  pie 
sented  live  coverage  ol  a  local 
Common  Council  Meeting.  1  he 
broadcast  pre-empted  two  hours  of 
network  prime  time  programing. 

•  KLZ,  Denver,  is  running  a 
series  of  programs  devoted  to  the 
activities  of  the  U.  S.  Navy's  Pa- 
cific Fleet. 

Kudos:  Commending  WXYZ,  De- 
troit, and  the  U.  S.  Marine  Corps 
Reserves  for  conducting  "an  annual 
event  that  ranks  as  one  of  Michi- 
gan's outstanding  charities"  Gov- 
ernor John  B.  Swainson  issued  an 


ofhc  ial      plot  I. iin. u  khi      naming      8 

Septembei  "I  oys  foi  I  ots  [am 
boree  l>a\  Fresno  Mayoi    \i 

ihui     I       Sell. mil   I  ilnl,    ill   all   otlic  i.il 

Proclamation,  KIRE  lot  us  cam 
paign  to  combat  the  dangerously 
1 1 1  <  i  easing   sc  hool   drop  oul    prob 

lei ii       1  he  sial  ion  obtained    100  Ins 

ici  hoines  foi  c  hildren  in  fuvenile 
1 1. ill  within  a  three  week  pei  iotl 

station  transactions 

WFGM  (AM  &  FM),  Fitchburg, 
Mass.,  was  sold  b\  David  M.  Myers 
lor  $310,000. 

\ew  ownei   is  ( .eoi  ge  ( ihai  held 
Myei  s  has  ov  ned  and  i »pei  at<  d 

the    stal  ions    loi     the    past     HI    \e.u  5 

and   will   remain   as   a    consultant 

mil  il  his  I  ul  in  e  plans  ai  e  finalized. 

Chalficlcl  has  an  extensive  bac  k 
"round  in  the  broadt  asi  ing  advei 
lising  industries,  lie  was  a  directOl 
ol  Benton  &  Bowles  and  William 
Esty,  prior  to  which  he  was  advei 
lising  manager  for  Lever. 

The  transaction,  which  include, 
the  Muzak  franchise  for  Worcestei 
County,  was  handled  1>\  Edwin 
Tornberg. 

The  New  Orleans  Television 
Corn.,  owners  and  operators  of 
WVUE,    got     FCC     authority     lo 

change-over  from  channel  13  to 
channel  12  for  permanent  transmis- 
sion. 

Swilc  h  o\  el  date  is  |i  id.i\  .  10 
September. 


you  see  lino  ire 
opportuiiitie§ 
through  our  eyes 

\iul  you  are  protected  from  the  hazards  of  negotiating   on   your 
own  by  Blackburn's  penetrating  knowledge  of  markets. 
We  do  not  send  oul   li>t>:   ever)    sale  is  handled  on  an 
individual  basis.  Seeing  the  total  picture  through  our  eyes  widens 
opportunities  and  narrows  the  ri-k  for  both  buyer  and  seller. 

13LAa^IvI3IjIvJ^J  &  Company,  Inc. 

RADIO  •  TV  •  NEWSPAPER  BROKERS 
NEGOTIATIONS  •  FINANCING  •  APPRAISALS 


WASHINGTON,  D.  C     CHICAGO 


ATLANTA 


lames   W.    Blackburn 
Jack   V.    Harvey 
Joseph   M.   Sitrick 
Cerard   F.    Hurley 
RCA    Building 
FEderal   3-9270 


Clifford  B.  Marshall 
Stanley   Whitaker 


H     W     Cassill 
William    B     Ryan 
Hub   (ackson 
333  N.  Michigan  Ave.     I°hn  C    Williams 
Chicago.   Illinois  H02   Healev   Bldg 

Financial   6-6460  lAckson    5-1576 


BEVERLY  HILLS 

Colin    M.   Selph 
C.  Bennett  Larson 
Bank  of  America  Bldg 
9465  Wilshire  Blvd. 
Beverly   Hills.   Calif. 
CRcstview  4-81  51 


SPONSOR 


10  sum  i  \ibfr    1962 


67 


THE  EARS 

of    107,955* 

NORTHWESTERN 
OHIO  FAMILIES 


USE 

Radio  •  Toledo 

*Average  weekly  cumulative  au 
dience  for  a  schedule  of  10  an 
nouncements    on    WSPD  Radio. 


The  right  combination  of  circula 
tion  and  persuasion.  Get  com 
plete  details  from  your  Katz  man. 
"Jan. -Feb.,   1962   Pulse 


G) 


WSPD 

RADIO 
TOLEDO 


A  STORl  R  SI  w/m 

National  Sales  Office 

118  E.  57th  St.,   N.Y.  22 


'SELLER'S 
VIEWPOINT 


Frank  talks  to  buyers 
of  air  media  facilities 


RADIO    IS   A    MUST    IN    EVERY    BUDGET 

By  William  Wallace 


Mr.  I!  al hue  recounts  here  some  of 
the  points  he  made  in  a  speech 
given  before  the  Melbourne  Time 
Club  in  Australia,  presenting  neiu 
angles  in  radio  station  promotion. 

Frustration  - —  absolute,  unmiti- 
gated, undiluted  and  unbear- 
able frustration  from  agencies  who 
wouldn't  take  the  positive  stand 
that  radio  was  here  to  stay  has 
given  me  ulcers  seven  times. 

This  frustration  stemmed  from 
the  Eact  that  these  U.  S.  agencies 
wouldn't  believe  in  radio  with  en- 
thusiasm. 

A  while  back,  in  the  glare  of  ra- 
dios' problems,  1  devised  a  contest 
for  Los  Angeles  agencies  to  find 
out  why,  in  the  face  of  bitterly 
competitive  media,  they  were  still 
buying  radio. 

In  typical  contest  fashion,  agen- 
cies had  to  complete  this  sentence 
in  25  words  or  less:  "We  buy  radio 
be<  ause  .  .  ." 

The  winning  answer  was— and 
it  is  as  true  to  Melbourne  as  it  was 
and  is  to  Los  Angeles:  "We  buy 
radio  because  of  its  low  cost-per- 
1.000  circulation,  complete  market 
coverage,    flexibility,    its    audience 


and  the  simple  but  important  fac 
that  it  sells  goods." 

f  was  very  cheered  by  all  the  en 
tries,  so  then  I  decided  to  go  a  stei 
further.  I  came  up  with  a  contes 
based  on  25  words  or  less  on  wlv 
spot  radio  was  a  motivating  powe 
in  radio. 

Here,  in  the  opinion  of  tin 
judges,  was  the  winning  entry— 
and  we  had  some  wonderful  ones 
"It  is  a  power  because  it  develop 
the  important  sales  influence  righ 
in  the  local  market  where  loca 
programing  is  built  around  loca 
services  and  personalities." 

We  then  ran  a  third  contest  anc 
once  more  contacted  media  direc 
tors  and  timebuyers.  We  want© 
to  find  out  why  spot  radio  pro 
duced  results.  This  was  the  win 
ning  answer: 

"It  produces  results  because  ii 
offers  radio's  ability  to  match  th( 
company's  advertising,  geared  tc 
sales  opportunities  where,  when 
and  in  whatever  degree  those  op 
portunities  exist." 

II  \ou  take  these  thoughts  home 
I  am  sure  that  every  one  of  you  wil! 
have  a  new  belief,  a  new  realiza 
tion   that  radio  is  a  tremendoush 


William  1  .  Wallace,  West  Coast 
manager  for  Adam  Young,  Inc., 
appraises  the  Australian  radio 
industry  with  the  experienced  eye 
of  a  30-year  pro.  He  was  station 
manager,  artwork  manager,  and 
principal  of  a  large  transcription 
i  urn  j>any  before  joining  Adam 
Young  in  1951.   He  was  invited  to 

lustralia  to  deliver  this  talk  to  the 
broadcasters  in  that  country. 


68 


SPONSOR    /    10   SEPTEMBER     196! 


SELLER'S  VIEWPOINT 

(Continued) 

icrwerful  fixture,  now   and  Eorevei 

vill   be. 

I'..k  k   home,  i(  has  regained   its 

original  place  as  a  dynamii    Eorce 

>l  entertainment  and  public    seiv 

c e.    It  is  healthy  and  \ igorous. 

Radio  lias  had  success  si<>i\   upon 

uccess  sioi\  with  audiences  that 
tough)  a  pioduc  i  l)cc  ause  the 
iH'ihod  ol  presenting  thai  product 
o  die  public  was  accepted  In  the 
iiidiiMKc  and  l>\   thai  public. 

Medical  research  shows  thai  peo 
>lc  lemembei  .'>")'  ,  ol  whal  thev 
ical    and   onl\     I .V  j    ol    w  hat    t  he) 

ee. 
Radio   has   excitemenl    and    ini 

iginaiion  and  this  is  what  you  as 
.alesnicn  make  available  to  a  buyer. 
1  In  advei  lisei  pays  to  partici- 
i.ite  in  this  excitement  and  the 
:ustomer  takes  out  ol  radio  the  ex- 
itemeni  he  wants. 

There  is  a  greal  abyss  between 
he  national  advertise!  in  the  use 
>!  his  advertising  and  the  clealei 
who  couldn't  caie  less  about  how 
national  advertising  is  going. 

You  know  that  \otn  companies 
have  spent  thousands  ol  pounds  to 
reate  a  company  image  and  you 
'iave  certain  dealers  who  couldn't 
aie  less.  There  seems  to  be  a  lack 
>l  coordination  and  cooperation 
between  what  you  are  trying  to  do 
nationally  and  what  your  dealers 
lo  indiv  idually. 

I  suggest  to  you  thai  you  always 
remember  thai  spot  radio  is  the 
me  medium  that  can  create  for 
|vou  a  true  national  image  because 
it  penetrates  the  local  marketplace. 
I  ask  you  to  carry  on  your  daily 
work  of  selling  this  great  medium. 
ivoiding  at  all  costs  the  cannibal- 
sin  inherent  in  every  one  of  us  in 
diis  industry. 

Do    not    sell    against    your    com- 
petitor,   whatever    the    concept    of 
wnii  competition.    And  do  not  sell 
ff   rate   card,   destroying    the    fine 
image  you  have  given  radio. 

Your  cohesive   action   in   staying 
ogether     and     maintaining     youi 
willingness    to    learn    from    others' 
mistakes  deserves  great  admiration. 
You    profited    by    our    mistakes. 
The  fact  that  your  110  commercial 
■  stations  were  able  to  get   together 
'  |to  form  the  Australian  R.AB  is  tes- 
timony enough  to  your  wisdom.^ 


For  the  busy  bee  . . . 
a  sweet  bouquet 


And  the  busy  media  strategist  knows  a  single  buying 
decision  -  BEELINE  RADIO  -  will  give  him  a 
sweet  bouquet  of  stations.  The  five  McClatchy  sta 
tions  cover  the  rich  markets  of  Inland  California  and 
Western  Nevada  and  reach  more  radio  homes  than 
anv  other  combination  of  stations  in  the  area.  And  at 
the  lowest  c/M.  (Nielsen  Coverage  Service  Report 
#2,  SR&D) 

i 

9 


McClatchy  Broadcasting  Company 


delivers  more  for  the  money  in  Inland  CaliforniaAA/estern  Nevada 

PAUL    M.    RAYMER     CO.    —    NATIONAL    R  E  P  R  E  S  E  N  TATI V  C 

KOH  RENO  •  KFBK  SACRAMENTO  .  KBEE  MODESTO  .  KMJ  FRESNO  .  KERN  BAKERSFIELD 


SPONSOR     t    10    SEPTEMBER    1962 


69 


AIRLINES  AND  RADIO 

[Continued  from  page  43) 

ecurives  and  their  agencies  will  be 
espec  ialh  interested  in  spot  radio's 
"drive  time"  periods. 

CBS  Spoi  Sales,  though  present- 
ing profiles  showing  high  male  lis- 
tening  in  the  6:30-8:30  a.m.  and 
4:30-6:30  p.m.  periods  suggests  thai 
airlines  give  particular  attention  to 
both  evening  and  weekend  radio. 

Radio  listening  among  airline 
prospects  hits  satisfactory  levels  at 
night  and  (to  those  who  have  not 
seen  the  figures)  startlingly  high 
levels  on  Saturday  and  Sunday. 

Daily  listening  by  professional 
men  <>n  Saturdays  and  Sundays  av- 
erages  1    In.  58  min.  compared  to 

1  In.  32  min.  on  weekdavs.  Middle 
income  men    ($5   to    10,000)    listen 

2  his.  20  min.  daily  on  weekends 
compared  to  1  hr.  53  min.  on  week- 
days. 

Creative  opportunities.  Mamie 
Webster,  v.p.  in  (barge  of  CBS  Ra- 
dio Spot  Sales,  is  one  of  a  glowing 
number  of  top-flight  radio  rep  ex- 
ecutives who  believe  that  the  big- 
gesl  radio  appeal  for  most  indus- 
tries— and  especially  for  airlines — 


lies  in  the  creative  opportunities 
the  medium  affords,  in  both  cop} 
and  program  areas. 

Among  the  ideas  he  suggests 
thai  airlines  try  are  the  following: 

1.  Greatei  use  oj  male-oriented 
programs.  News,  business  news, 
and  sports  features  provide  an  un- 
equalled oppoit unity  to  reach  the 
all-important  male  audience.  More 
imaginative,  creative  commercials 
spotted  into  these  programs  will 
pa\  off  air  travel  dividends. 

2.  Destination  weather  sjxits. 
Sell  the  attractiveness  of  travel  des- 
tinations by  giving  weather  con 
tiasts — "It's  22  degrees  and  rainy 
here  in  Chicago.  Bui  it's  70  degrees 
and  fair  in  Phoenix.  73  degrees  and 
balmy  in  Miami.  Call  for  an  airline 
reservation  now  .  .  .  etc." 

3.  Sell  extra  vacation  time.  Most 
automobile  travellers  have  never 
stopped  to  figure  just  how  many 
more  hours  or  days  the)  would 
have  at  their  destination  if  they 
flew  instead  of  motored.  Give  them 
the  facts  in  specific  terms.  "On  a 
trip  from  here  to  Yellowstone  Park, 
you'll  gel  .1  days  and  1  1  hours  extra 
vacation   time  if  you   fly." 

1.  Sell  air  vs.  auto  costs.   Most  in- 


IN  NORTHEASTERN  NEW  YORK  AND  WESTERN  NEW  ENGLAND 

WRGB  AGAIN 


Total  Homes  Reached — Average  Quarter  Hour 


ARB  9  AM  to 

Mar.  '62    Midnight— 
Mon.-Sun. 


NIELSEN     6  AM  to 
Mar.  '62     7:30  PM— 
Mon.-Fri. 


7:30  PM  to 
2:00  AM— 

Sat  Sun 


WRGB   STATION  A  STATION  B 
48.3%        29.0%  22.7% 


48.6%        30.8% 


20.6°c 


47.4%        25.3% 


27.3% 


992-16B 


A  GENERAL  ELECTRIC  STATION 

ALBANY    •    SCHENECTADY    •    TROY 


I 


iTHE    KATZ   ACil.X   Y.  i>< 

0|t  National  Representatives 


dividuals,  and  mam  business  men 
have  never  really  figured  out  the 
comparison  between  the  real  costs 
ol  auto  travel  and  air  travel.  (Ac-, J 
cording  to  the  Opinion  Research 
survey,  24%  ol  those  taking  trips 
by  auto  couldn't  even  estimate  their 
car  expenses.)  Work  out  the  com- 
parative  costs  lor  sample  nips — 
and  advertise  them. 

5.  Sell  air-cai  rental  packages. 
Offer  an  auto  rental  at  the  othe: 
end  of  the  flight  as  part  ol  the  trip,  f 
Tie-in  announcement  campaigns 
can  be  worked  out  with  cat  rental 
companies  and  cosis  shared. 

(i.  Lot  <il  testimonials.  Spot  ra- 
dio's flexibility  allows  an  airline  to 
tape  individual  local  testimonials  I 
at  low  cost.  Comments  b\  passen- 
gers who  have  just  completed  trips 
are  far  more  convincing  than  any  { 
pitch  by  an  announcer  or  actor. 

7.  Low  flight  spots.  These  an- 
nouncements are  aimed  to  attract 
business  to  flights  with  low  passen- 
ger load  lac  tors. 

Summary  of  advantages.    The 

case  lor  spot  radio  as  a  major  mar- 
keting force  in  helping  to  solve  the 
airlines  jet  age  problems  can  be 
summed  up  in  a  lew  words.  Spot 
radio  provides  greater  creative  op- 
po>  I  unities  in  market,  message. 
and  media  planning  than  any  other 
medium. 

Radio  campaigns  can  lie  tailored 
u>  leach  the  prime  prospects  loi 
air  travel  in  the  areas  where  most 
of  them  live. 

Radio  schedules  can  be  planned 
to  single  inn  those  members  ol  (he 
public  which  constitute  the  bulk  ol 
both  today's  and  tomorrow's  aft 
passengers. 

Spot  radio's  extreme  flexibility 
allows  an  airline  to  engineer  and 
weight  its  marketing  support — b\ 
areas,  1>\  da\s  ol  the  week.  In 
specific  sales  problems — and  to 
make  (|ui<k  changes  in  strateg)  as 
new  conditions  die  tale. 

Spot  l.ulio  provides  the  oppor- 
tunity loi  mole  messages,  ami  more 
different  messages  than  am  other 
medium.  It  is  the  ideal  low  cost 
medium  loi  special  drives,  test 
plans,  new  cop)  approaches,  nc 
ative  innovations. 

In  shoi  I .  s.i\  spol  radio  men.  it 
is  the  mosi  potent  weapon  which 
aii  lines  can  einplox  in  meeting  the 
"marketing  challenge  ol  the  jet  age 


70 


SPONSOR 


10    SEPTEMBER    1962 


. 


I 'SPOT-SCOPE 


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


Campbell  Soup  out  of  Burnetl  can  be  credited  with  a  prett) 
u'tty  percentage  of  the  spot  tv  business  to  come  out  of  Chicago 
bus   tar   this   tall. 

Buying  <>m  <>f  that  agencj  <>\ «-i  the  past  month  has  included  Red  kettle 
viup  Mixes.  Campbell  Frozen  Soup,  Swanson  T\  Dinners  and  three-course 
inners,  Franco-American  Spaghetti,  and  Franco-American  Gravies. 

Now  it  should  be  noted  that  Campbell  is  also  expanding  at  \eedliani. 
ouis  «\  Itrorby.  In  addition  to  the  Pork  and  Beans  line,  and  Campbell  V-8, 
^1  Al>  has  the  newest  product  out  of  Campbell,  Bounty. 

Newcomer  is  a  line  of  canned  meal  dishes,  such  a-  bee!  -tew-.  Chili, 

nd  several  other  kinds  of  stews.     When   full\    developed,  the  line,  currently 
iug  tv  in  three  markets,  will  be  fairlv   lengthy. 


M 


10 


Vfter  a  five-year  hiatus  from  the  medium,  American  Kxpress 
OBM)  is  plunging  back  into  spot  radio. 

\head\  underway  in  New  York,  Los  Angeles  and  Chicago,  the  cam- 
laif-n  is  geared  to  a  traveling  adult  audience  for  American  Express 
redil  cards  and  travelers  checks. 

The  plan  now  is  an  expansion  to  the  top  20  markets  b)  next  yeai 
ut  how  much  \nieiiean  Express  will  broaden  it-  push  depends  largely  on 
i  sur\e\   scheduled  for  the  end  of  this  year. 

From  the  way  things  seem  to  be  shaping  up  on  the  trading 
tamps  battlefield,  radio  will  be  giving  renewed  impetus  to  the 
!oniinuing  fracas  this  fall. 

Currently,  fine-tooth-combing  avails  are  the  big  three,  S«XH.  Plaid. 
Hid  Top  Value.  Uso  trying  to  get  its  foot  in  the  door  in  some  30  mid- 
irest  markets  i-  a  relative  novice  in  the  stamp  slugfest,  Gold  Bond. 

The  Minneapolis-based  company,  which  operates  in  3  I  regions,  will 
weak  with  10  and  30-second  radio  spots  throughout  September.  Tv 
ilso  figures  in  the  campaign  (animated  cartoon  minutes). 

Gold  Bond  is  placing  the  spots  direct. 


On    the   oil  heat    sale    side:    west    coast    tv    Stations    are    getting    a 
3-week  play   from  the  Moen  Faucet  Company    (Bucben). 

There  are  onlj  six  markets  involved  ( all  in  the  heart  of  the  new  con- 
traction area  in  California-Washington-  \rizona  I  hut  plumbing  equipment 
lanufacturers  are  traditionally  tv-shy.  Its  quite  a  creative  challenge  -the 
\  -pots  will  feature  Moens  one-handle  faucet-  fo]  kitchen  and  bathroom 
>ut  if  successful  this  campaign  could  be  a  trailbla/.er  for  othei  members  oi 
he  plumbing  industry . 

for  detail-   of  la-t    week-   spot    acti\it\    see    item-   helow. 


& 


SPOT  TV  BUYS 

iimoniz  -tart-  at  the  end  of  the  month  with  a  long-term  campaign  fo] 
hico.  The  call  is  for  prime  and  fringe  20's.  day  and  fringe  60's,  equal  to 
IX)- 111)  NSI  rating  points  a  week,  from  27  September  to  7  December.  The 
>uying's  being  done  out  of  Dancer-Fitzgeral  l-Sample. 


PONSOR 


ID    SEPTEMBER    1962 


It's  probably  possible  to  gel  another 
television  signal  in  this  market,  hut 
nio-i  people  apparently  don't  bother. 
Metro  share  in  prime  time  is  90%, 
and  home-  delivered  top  those  of  any 
other  station  sharing  the  other  10%. 
(ARH.  March,  1962)  Your  big  buy  for 
North  Florida,  "Ninth 
Georgia,  and  Sootbeasl 
Alabama  is 


WCTV 


TALLAHASSEE 
THOMASVILLE 


BLAIR    TELEVISION     ASSOCIATES 


71 


'SPONSOR 


President  and  Publisher 
Norman    R.   Glenn 
Executive  Vice  President 
Bernard  Piatt 
Secretary-Treasurer 
Elaine   Couper   Glenn 

EDITORIAL   DEPARTMENT 

Editor 

John    E.    McMillin 

News   Editor 

Bed    Bodec 

Senior  Editor 

Jo    Ranson 

Chicago   Manager 
Gwen  Smart 
Assistant  News   Editor 
Heyward    Ehrlich 
Associate   Editors 
Mar)    l  on    Ponsell 
Mrs.    Ruth    S.    Frank 
Jane   Pollak 
William    |.    McCuttie 

Art    Editor 
Maury    Kurtz 
Production  Editor 
Barbara    Love 
Editorial   Research 
Cathy   Spencer 
Special  Projects  Editor 

David     Wisely 

ADVERTISING 

General  Sales  Manager 
Willard  L.   Dougherty 
Southern  Sales  Manager 
Herbert    \l.    Martin,   Jr. 
Western  Manager 
John    E.    Pearson 
Northeast   Sales    Manager 
Edward    J.    Connor 
Production  Manager 
Leonice  K.  Men/ 
Sales  Service  Secretary 
Karen    Mulhall 

CIRCULATION 

Manager 
Jack  Rayman 

John    J.    Kelly 
Mrs.   Lydia   Martinez 
Sandra    Abramowitz 
Mrs.    Lillian    Berkof 

ADMINISTRATIVE 

Business  Manager 

(      II.   Barrie 

Assistant  to  the  Publisher 

Charles   Nash 

Accounting 

Mrs.    Syd    (.unman 

Reader  Service 
Mrs.    I  <ni ii  c     Roland 
General  Services 
Georgt     I  Seeker 
Madeline    Camarda 
Michael    Crocco 
h  ma  Feldsti  in 
Dorothy   Van    Leuven 

72 


Staff 


I 


'SPOT-SCOPE 


Continued 


Merck  goes  into  spot  on  11  October  with  a  17-week  campaign  on  behalf  of 

Sucret.    Schedules  of  one  or  two  prime  20s.  four-six  prime  minutes  will  run 

both  day  and  night.     The  agency:  DCS&S. 

Duncan  Hines  Dutch  Topping  Mix,  out  of  Compton.  is  looking  for  three-five 

nighttime  prime  and  fringe  60's  in  middle  markets. 

Best  Foods  started  yesterday.  9  September,  with  day  minutes  and  nighttime 

chainbreaks  for  Hellmann's   Mayonnaise.    Schedules  will  continue  for  several 

weeks.    Agency:  D-F-S. 

Instant    Maxwell     House    coffee    is    running    a    three-week    blitz    out    of 

Benton  &   Bowles. 

Helene  Curtis  is  buying  heft\  schedules  which  will  continue  for  eight  weeks 

beginning   in  mid-October.     Two  agencies  are  involved  in  the  buy — Edward 

H.  Weiss  and  McCann-Erickson. 

Bauer  &  Black  is  going  in  with  a  slim  market  list  for  its  support  stocking. 

Fling.  Tatham-Laird  is  the  agency. 

Mogen  David  Wines  is  requesting  avails  now  for  November  starts.  Buying 

is  out  of  Edward  H.  Weiss. 

Campbell  Soup   is   requesting  avails  for  a   new  product.  Swanson's  Deep 

Dish  Meat  Pies.    The  buy  is  minutes  and  21  fs  in  day.  fringe  and  late  night 

times,  network  adjacencies,  on  Thursday  and  Friday  and  preferably,  aimed 

toward   a  female  audience.   Schedules   will   begin  the  first  week   in   October 

for  11    weeks.     Agency:  Burnett.  Buyer:  Eloise  Beattv. 

Maybelline  continues  to  search  for  spot  avails  adjacent  to  network  spec  id » 

with  a  glamour  appeal.     Such  shows  as  Miss  America  and  Miss  Teen    \-' 

Pageant  are  particularly  important  in  the  campaign.     Post,  Morr.  Gardner. 

Chicago  is  the  agency. 

SPOT  RADIO  BUYS 

Sealy  will  use  radio  in  addition  to  t\   schedules  to  support  its  fall  promotion 

for  posturepedic  mattresses.     Several  selected  markets  are  included.  Agencj 

for  the  account  is  Earle  Ludgin.  Chicago. 

National  Dairy  Products  will  hit  ISO  markets  with  two  two-week  flights 

10   September-10   December.      Campaign    is   on    behalf   of   Sealtest   cottage 

cheese  an  1  egg  nog  and  the  buying  is  being  done  out  of  N.  W.  Ayer. 

Listerine  has  renewed  for  an  additional  2-week  flight  in  the  top  30  markets. 

Minutes  and  30's  will  be  used  to  woo  the  female  audience.     Agency:  Lambert 

&  Feasley.  Buyer:  Frank  Sweeney. 

Campbell   Soup  (his  week   begins  the   first   of  three  "-week  flights  in  some 

60  markets.     \  multi-station  buy.  10's  and  20*s  are  being  used  throughout  the 

10  a.m.  to  noon  and  I  p.m.  1<>  7  p.m.  hours  Monday  through  Fridays.  Some 
Saturday  a.m.  also.  Agencj  is  BBDO.  Buyer  is  Hal  Da\  i-. 
General  Foods  is  lining  up  23  markets  [or  a  3-week  saturation  campaign  for 
it-  Birds  Eye  Frozen  Foods  scheduled  to  break  15  October.  Between  24  and 
36  drive  time  and  daytime  minutes  will  lie  used.  Pete  Spengler  is  doing  the 
buying  out  of  Young  &  Rubicam. 

American  Tobacco  is  heavying  up  foi  ii-  Montclair  cigarettes  in  some  15-20 
market-  with  saturation  radio.  \genc\  is  SSCMV  \\  avne  Silbersack  is  the 
buyer. 

SPONSOR      '    10    SEPTEMBER    1 9G2 


nitft 


It's  MAIN  STREET  in  Ohio's  Third  Market 


Dayton's  main  street  is  called  MAIN  STREET,  laconically  and  logically  enough.  And  within  the 
wide  range  of  our  signals  there  are  23  other  communities  with  a  street  called  Main.  Jokes  to  the 
contrary  notwithstanding,  these  towns  are  not  peopled  with  straw-chewing  farmers.  Nor  with 
Chicagoans,  for  that  matter.  But  there  are  shades  of  difference  in  their  interests  that  WHIO  and 
WHIO-TV  take  pains  to  detect,  and  having  detected  them,  program  to  them.  Our  listeners  want 
it  that  way.  Our  advertisers  want  it  that  way.  Among  the  sounds  of  Main  Street  is  an  interesting 
jingle.  If  it  sounds  like  money  that's  because  that's  what  it  is.  Ask  George  P.  Hollingbery. 


DAYTON,  OHIO    WHIO-AM-FM-TV 


Associated  with  WSB,  WSB-TV,  Atlanta.  Geo  gia 
and  WSOC,  \\  SOC-TV,  Charlotte  North  Carolina 


WHIO  1 

WHIO-TV 

I    AM- 1290  >C    1 
1     FM-M1  MC 

Cha  - 

VA 

NOW!  IN  ROCHESTER,  N.Y.- 

MORE 


® 


I  ele*  ision,  Inc. 


CHANNEL  10  NOW  GIVES  YOU 
COVERAGE  SECOND  TO  NONE! 

We've  moved  our  antenna  sixty 

feet  up  to  the  top  of  the  transmitter  on 

Pinnacle  Hill— 511  feet  above 

average  terrain! 

More  height  means  more  reach  to  more 

viewers  in  the  rich,  eleven-county 

Rochester  market!  More  exposure  for 

your  sales  message!  More  value  for 

your  advertising  dollar! 

Now  more  than  ever  before,  we  offer 
vou  a  "ten-strike"  on  Channel  10! 


WH  EC-TV 

CHANNEL  10,  ROCHESTER,  N.Y. 


r£ceivEo 


T  7 


W82 


SPONSOR 

THE  WEEKLY  MAGAZINE  RADIO/TV  ADVERTISERS  USE 


17  SEPTEMBER  1962— 40c  a  copy  /  $8  a  year 

Part  1  of  2  Parts 


ARE  "STARS" 
NECESSARY  ON 
TV  NEWS?  p  29 

Why  agencies  use 
own  rankings  of 
tv  markets    p.  41 


KOB    Albuquerque 

WSB    Atlanta 

WGR Buffalo 

WGN  Chicago 

WDOK         Cleveland 

WFAA  Dallas-Ft.  Worth 

K8TR       Denver 

KDAL     .  Duluth-Superior 

KPRC Houston 

WDAF Kansas  City 

KARK Little  Rock 

KLAC Los  Angeles 

WINZ     Miami 

KSTP  Minneapolis-St.  Paul 

WTAR         Norfolk-Newport  News 

KFAB     Omaha 

KPOJ  .  .  Portland 

WRNL  Richmond 

WROC  Rochester 

KCRA  Sacramento 

KALL Salt  Lake  City 

\^mk-»  .»|       WOAI  San  Anton io 

^  KFMB  San  Diego 

-^"        KMA  Shenandoah 

KREM  ....    Spokane 

WGTO  Tampa-Lakeland-Orlando 

KVOO  Tulsa 

Intermountain  Network 


RADIO  moves  with  a  going  America 


At  home  or  away,  today's  Americans  are  on  the  move 
-outdoors!  Only  Radio  reaches  them  at  home,  on  the 
road,  wherever  they  go.  And  Spot  Radio  is  the  fast, 
flexible,  economical  way  to  reach  and  sell  them  best. 
Remember,  these  great  stations  wilt  sell  your  product. 


Radio  Dix  n 


Edward  Petry  &  Co.,  Inc. 


The  Original  Station 
Repreientatii  t 


NEW  YORK     •     CHICAGO     •     ATLANTA     •     BOSTON 


DALLAS 


DETROIT 


LOS   ANGELES      •      SAN    FRANCISCO      •      ST.   LOUIS 


IN  THE  INDIANAPOLIS  MARKET 


^   % 


»<* 


HtgS^^ 


Photography  by  Hartlev 


The   Richard    Elliotts,   "Typical   WXLW   Family,"   go  to   market. 


.  .  .  .  TURNS  SALES  MESSAGES  INTO  SALES  AMMUNITION  FOR  HIGH 
SCORE  RESULTS  on  a  target  comprising  one  third  of  the  market. 
When  you  buy  WXLW  you  know  in  advance  that  your  message  will  be  more  effective.  WXLW 
is  the  first  radio  station  in  the  Indianapolis  Market  to  "profile"  its  audience  through  creative 
research  in-person  interviews.*  As  a  result  of  this  research  we  know  where  and  how  our  listeners 
live  .  .  .  what  they  wear  and  what  they  like  to  eat!  This  profiled  audience  is  your  best  SALES 
TARGET  for  more  of  the  products  you  have  to  sell! 

To  reach  and  influence  this  above  average  listening  audience  .  .  .  who  control  26.3%  of  the 
Total  Food  Dollars  Spent  in  Indianaf — buy  WXLW  in  Indianapolis! 
f  (1960  U.S.  CENSUS  REPORT) 


d» 


Mil 

5000  Watts  950  Kilocycles 

Indianapolis,  Indiana 

+  Ask  vnur  Robert  Fast   man  for  "the  typical  WXLW  family"  profile! 


-THINK- 


Why  does  the  largest  local  television  advertiser  spend  over  90%  of  his  ad- 
vertising budget  on  KRNT-TV?    And  why  has  he  for  several  years? 

Try  to  think  like  the  owner  does. 

If  it  was  all  your  own  money  and  all  your  own  sweat  and  tears  that  had  built 
up  an  outstanding  business,  and  that  business  was  all  you  had  between  your  family 
and  the  poor  house,  you'd  soon  find  out  the  best  television  station  to  use.  If  it  was 
a  question  of  sink  or  swim,  you'd  swim  or  you  wouldn't  have  been  smart  enough  to 
start  the  business  in  the  first  place.  You  would  want  advertising  effectiveness — want 
it  real  bad  .  .  .  have  to  have  it.  You  could  take  or  leave  alone  all  that  jazz  about 
ratings,  total  homes,  cost  per  thousand  and  on  ad  infinitum.  You'd  seek  to  buy  sales 
at  your  dealers'  cash  registers  for  your  advertising  dollar.  Every  moment  would  be 
the  moment  of  truth  for  your  advertising  because  you  had  to  eat  on  the  results. 

Well,  that's  the  way  this  local  advertiser  thinks  and  acts  and  so  do  many  more 
like  him  here  in  Iowa's  capital  city. 

Think  of  this  .  .  .  nearly  80%  of  the  total  local  television  dollar  is  spent  on 
this  one-rate  station  and  has  been  since  the  station's  inception.  In  a  three-station 
market,  too,  by  government  figures!   Such  popularity  must  be  deserved! 

Think — Tis  the  till  that  tells  the  tale. 

If  you  seek  to  sell  your  good  goods  in  this  good  market,  this  is  a  good  station 
for  you  to  advertise  them  on.  People  believe  what  we  say.    We  sell  results. 


KRNT-TV 

Des  Moines  Television 

Represented  By  The  Katz  Agency 
An  Operation  of  Cowles  Magazines  and  Broadcasting 


SPONSOR/ 17    SEPTEMBER    1962 


COBRE 

DISTRIBUTORS 

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 


SPONSOR     17   SEPTEMBER    1962 


SPONSOR 


17  SEPTEMBER  1962 

Vol.  16  No.  38 


SPONSOR-WEEK      Y,  <  P.  n 

Top  of  the   news  p.   11,  12       Advertisers  p.  52  /   Agencies  p.  53   /   Tv  stations  p.   57   / 
Radio  stations  p.  57  /  FM  p.  58  /  Networks  p.  59  /   Representatives  p.  59  /   Film  p.  60 
Public  Service  p.  60     Equipment  p.  61  /  Station  transactions  p.  61 


SPONSOR-SCOPE  /  Behind  the  news  P.  19 

SPONSOR    BACKSTAGE  /  Back  talk  on  column  P.  26 

KEY  STORIES 


DOES    TV    NEED    "STARS"?    |     \KC.    CBS,    and    NBC    opinions    differ.       McAndrew    cites 
"mysterious  quality,"  Hagert)  emphasizes  trained  reporters.  P.    29 

CBS  CITES  RADIO  SUCCESS  FORMULA      Results  rev<  aled  ol  yeai  Ion-  probe  ind.ii  ate  marki  I 
size  doesn'l  beai  on  rating.    News-communit)  aftairs  decisivi    factors.  P.    33 

BENEFICIAL   USES   "PARADE"   PSYCHOLOGY  /    \..w    in  eighth   yeai    oi   radio  advertising, 
finance  company  schedules  352,000  messages  a  yeai  to  "parade"  of  customers.  P.    34 

A  TIMEBUYER  SOUNDS  OFF  AND  REVEALS  HIS  10  BIGGEST  BEEFS       Disorganization  in 
the  media  department,  slim  budget  campaigns,  and  poor  pay  headline  the  complaints.     P.    36 

COSMETIC  SALES  ZOOM  WITH  TV  SPOT  /  The   "most   ;id-consciows"    industrj    spends   more 
and  more  for  television,  with  74^  gain  for  spot  t\  alone.  P.    38 

THE  MYTH  OF  TV  MARKET  RANKINGS  /  There  iv  no  typical  lisi  ol  t\  markets.    Each  agency 
has  it-,  own  list  and  its  own  formula,  sponsor  research  reveals.  P.   41 

SPOT  SCOPE  /  Developments  in  tv/ radio  spot  P.   63 

TIMEBUYER'S  CORNER  /  Inside  the  agencies  P.  45 

WASHINGTON  WEEK  /  FCC,  FTC  and  Congress  P.  55 

SPONSOR  HEARS  /  Trade  trends  and  talk  P.  56 

DEPARTMENTS   555  Fifth  P-  6     4-Week  Calendar  p.  6  /  Radio  Tv  Newsmakers  p.  58      Seller's 
Viewpoint  p.  62 

NEXT  WEEK  IN  SPONSOR 

Whither  tv  specials?  This  season  marks  the  10th  birthday  <>l  one  ol  tele- 
vision's most  rapidly  changing  network  program  tonus,  the  special." 
Here  is  an  eye-opening  account  ol  what's  happening  to  specials  in 
programing  and  sponsorship  —  and  why,  in  terms  oi  costs,  trends, 
ratings,  sponsorship,  and  program  types. 

3PONSOH  ins    In.- 

SPONSOR    PUBLICATIONS    INC.    Combined    wll  S.   B  -|\]      ,gi.      Executive.      Editorial 

i       213    Nil  ■    .      BUI    I   BO80      I  Oil  N      M  Iti  Birmingham    OH  IHehih 

\"       a        10       I'  Urtai     j  I  0*  California    A  .  >  -  m    phone    S 

Baltimore    n.    Md.    Subscription!      I       9     -■  0  -  - 

I0i      Pi  Inte  I   U.S.A.    Pub reek);.    S  Ball  [more     \i  i 

SPONSOR      17    m  PTEMBER     L962 


#  HOW  TO  BARREL 
YOUR  SALES  CAMPAIGN 
THROUGH  73,496  SQ.  Ml. 
OF  THE  U.S.A. 


The  KELO-LAND  market  is  that 
big!  And  yet  so  easy  to  cover 
completely — but  only  if  your  com- 
mercial  is  on  KELO-LAND  TV. 
This  major  midwest  market  can- 
not be  reached  from  Minneapolis 
channels.  Nor  can  it  be  reached 
from  Omaba.  Just  one  television 
medium  — the  KELO-LAND  TV 
network — puts  it  solidly  in  your 
"sold"  column!  That's  because 
your  commercial  on  KELO-tv 
SIOUX  FALLS  automatically 
(lows  through  interconnected 
KDLO-tv  and  KPLO-tv  to  blanket 
every  one  of  KELO-LAND'S  73,- 
496  square  miles,  every  one  of  its 
103  counties.  There  just  isn't  any- 
other  time  buy  to  match  it! 


276,000  ACTUAL  TV  HOMES 


CBS  •  ABC 

kelQland 

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

JOE   FLOYD,  Prcs.  •  Evans  Nord,   Executive  Vice 
Prcs.  b  Cen.  Mgr.   •   Larry  Bentson,  Vice-Pres. 

Represented  naiionally    byH-R 
In  Minnc.ipolisby  Wayne  Evans 


BUSSED 


««  \rJ  y    J  S  M  di  ontinent 

w^  i  A  I  Broadcasting  Group 

CJ3k^      I  KELO-LAND/tr  le  radio  Sloui 

"=£3CJ  Falls,  S.D.i  WLOL/«m,  fm 


\  x  ~N» 


Minneapolit-St.  Pauli 
WKOW/am  &  tv  Madison, 
Wl».|  KSO  Dcs  Moines 


'555/ FIFTH 


Letters  to 
the  Editor 


PROGRAM  TAPES 

Your     article    entitled     "Program 
I  apes   Now  Gel   Official  Seal."  in 
the     13    August     1962    edition    ol 
|  sponsor  was  mosl  interesting. 

Unfortunately,  the  main  premise 
ol  the  article  .  .  .  that  is.  that  pro- 
gram tapes  monitored  from  radio 
have  now  been  authenticated  .  .  . 
s  most  incorre<  t. 

Air  Check  Services  Corp.  has 
been  performing  this  service  toi 
regional  and  national  radio  net- 
works dail)  .  .  .  since  1959! 

Our  authentic  and  certificated 
tapes  have  been  supplied  to  adver- 
tising agencies,  sponsors  directly, 
competitive  radio  stations,  and 
main  offices  of  regional  and  nation- 
al radio  netwoi  ks. 

The  subtitle  of  the  article  reads 
"RKO/BAR  arrangement  to  moni- 
tor radio  stations  is  move  to  au- 
thenticate tapes  played  for  agen- 
cies." 

It  was  our  beliel  that  BAR  re- 
ports were  always  authenticated? 
Let  us  hope  the)  imalK  achieve 
theii  goal  ol  authentication! — MIMI 
KATT,  publicity  director.  Air  Check  Service 
Corporation  ot  America,  Chicago. 


9  The  article  did  not  suggest  that 
BAR  reports  were  now  authenti- 
cated. It  reported  that  BAR,  for 
the  first  tune,  arranged  to  monitoi 
radio  broadcasts  at  the  request  of 
stations,  for  the  purpose  of  lend- 
ing authenticity  to  tapes  of  these 
broadcasts,  played  by  the  stations 
fot  advei  Using  ageni  ies. 

PAPER  THE  WEST  WALt 

You  should  have  been  here  this 
morning!  Everyone  on  the  staff 
stood  on  chairs  and  cheered  \oui 
George  Pierrol  storj  in  the  Septem- 
ber 3  issue  ol  sponsor  ["'One  Show 
Begets  Another"]. 

As  evidence  ol  how  pleased  we 
are  with  it.  m\  boss  has  ordered 
2,000  reprints  lot  distribution  to 
a  select  group  to  demonstrate  the 
fact  that  better  television  offerings 
are  attainable.  I'm  using  100 
copies  to  paper  the  west  wall  ol 
m\  office.— ROBERT  P.  RIMES,  publicity 
manager,  WWJ  (AM-FM  &  TV),  Detroit. 

EXCELLENT,  BUT  NOT  SUFFICIENT 
There  is  one  thing  that  bothers  us 
(Please  tui  n  to  page  16) 


1 lillllllil'lllilll'lllilliiiilllillllllllliP 

"4-WEEK  CALENDAR 


SEPTEMBER 

Advertising  Federation  of  America  Board 
Meeting,  I  I.  New  York  \<l  Club,  New 
York;  1 1  nih  Districi  Meeting,  20  23 
Captain  Shreve  and  Washington 
\  ourec  I  lotels,  Shrev  epoi  i .  La. 
RAB  regional  management  conferences: 
17 -is.  I  he  Lodge,  Williamsburg, 
Y.i.;  20  21,  (  fierr)  Hill  inn,  Hadden 
field,  N.  J.;  24-25,  Hilton  fan,  At 
lanta,  Ga.;  27-28,  Dearwood  Inn. 
I  )<  ,i  i  bi  >iii.  Mich. 

Interstate  Advertising  Managers'  Assn.: 
_'(i'_'L.'.  Shanango  fan,  Sharon,  Pa. 
Assn.  of  National  Advertisers  workshop 
on  advertising  to  business  and  in- 
dustry: 25  26,  I  lotel  Plaza,  New  York. 
International  Radio  and  Television  So- 
ciety, newsmakei    luncheon  honoring 

I  (  <      (  li.ui  in, in    \ru  hm    Minim  :    27, 
I  l<  in  I    l\i  ii  ise\  ill      Ni  w    *!  hi  k 


OCTOBER 
Advertising  Federation  of  America  ["hird 
Districi  Meeting,  11-13,  Hotel  ( <>- 
Ininlii.i  (  (ilinnl)i.i.  s.  (.;  Seventh 
Dm  i  it  i  \liii  ing,  14-16,  I  In  outage, 
N'asrn  die.    1  enn. 

RAB   regional   management   conferences: 
1-2,     Glenwood     Manor,     Overland 
Park,  K.ui  :   l  5,  Western  Hills  Hotel, 
I  en  i    \\  orth,    I  exas 
Advertising  Research  Foundation  Eighth 


.iiiini. 1 1 


inference, 


Holi  I     C  din 


modore,    New    York, 

National  Association  ot  Broadcasters 
I  all  (  onferences,  15-16,  Dinkier- 
Plaza  Hotel,  Vtlanta,  Georgia;  18  I!'. 
Biltmore  Hotel,  New  V'lk 
American  Association  of  Advertising 
Agencies  Regional  Meetings,  17  is. 
Central  Regional  Meeting,  Hotel 
Vmbassadoi    \\  est .   (  hit  ag  i 


SPONSOR     17    SEPT1  mhik    1962 


Advertising  helped  it  happen 


.  .  .  for  the  benefit  of  everyone  in  business,  including 
manufacturers  and  distributors  of  electric  light  bulbs. 
Advertising  helps  businessmen  sell  new  and  better 
products  to  other  businessmen.  By  broadening  markets 
for  both  consumer  and  industrial  products,  it  helps 
business  bring  costs  and  selling  prices  down  ...  to  the 
mutual  benefit  of  businessmen,  their  companies,  their 
families. 
Prepared  by  the  Advertising  Federation  of  America  and  the  Advertising  Association  of  the  West  /  Published  through  the  courtesy  of  this  publication. 


SPONSOR      17    SEPTEMBER    1962 


iOU>v 


< 


7*^ 


ipusi    \ 


,K| 


Home  Delivery  from  A  to. .  J 


(Airlines  to  Tuxedos!) 


Clearly,  no  advertiser  can  stand 
up  against  competition  unless  he 
can  move  his  goods  store  by  store 
and  home  by  home. 

But  in  a  market  big  as  Chicago, 
"home  by  home"  means  2, 1 00.000 
households  and  7.000.000  con- 
sumers, with  16  billion  dollars  of 
annual  disposable  income! 

That's  why  advertisers  find 
"home  delivery"  in  Chicago  means 
WIND,  the  Westinghouse  Broad- 
casting Company  radio  station. 

Why  do  so  many  use  WIND  so 
regularly:  from  airlines,  alumi- 
num and  automobiles... beverages 
and  cigarettes... gasolines,  grocer- 
ies and  tuxedos . . .  through  the  full 
alphabet  of  national  and  local 
advertisers? 

WIND  delivers  more  homes, 
throughout  the  Metropolitan 
Area,  than  any  other  Chicago 
radio  station;  3  1  %  more  adult 
men  and  53 ''•',  more  adult  women 


than  the  second  station  (6:00  am- 
7:00  pm,  M-F,  per  avg.  qtr.  hr.). 

Yet  there's  much  more  to  it 
than  cold  statistics.  It  is  only 
through  WIND'S  vigorous  achieve- 
ments as  a  community  force  that 
it  generates  its  power  as  a  business 
force,  and  has  become  Chicago's 
leadership-station. 

One  sees  this  clearly  in  the  five 
dimensions  of  responsible  radio 
WIND  brings  into  Chicago,  briefly 
summarized  as:  Community  In- 
volvement, Entertainment,  News, 
Personalities  and  Public  Affairs. 

Plus  a  sixth  dimension :  the  con- 
tributions to  programming  and 
service  made  possible  by  the 
group  operations  of  the  Westing- 
house  Broadcasting  Stations. 

All  six  are  the  hallmark  of 
the  Westinghouse  stations,  whose 
effectiveness  is  measured  by  their 
impact  as  prime  movers  of  ideas, 
goods. ..and  people. 


WESTINGHOUSE   BROADCASTING  COMPANY.  INC. 


WBZ,  WBZ-TV,  Boston:  KDKA.  KDKA-TV.  Pittsburgh;  WJZTV.  Baltimore;  KYW,  KYWTV.  Cleveland, 
WOWO,  Fort  Wayne;  WIND,  Chicago;  KPIX,  San  Francisco  and  WINS,  New  York 


one 

is 

outstanding 


t 


* 


*" 


THERE  IS  ALWAYS  A  LEADER,  and  WGAL-TV  in  its  coverage  area  is  pre-eminent. 
This  Channel  8  station  reaches  not  one  community,  but  hundreds— including  four  important 
metropolitan  markets.  Channel  8  delivers  the  greatest  share  of  audience  throughout  its  wide 
coverage  area.  For  effective  sales  results,  buy  WGAL-TV  — the  one  station  that  is  outstanding. 


WGAL-TV 

CkcuutM  & 

Lancaster,  Pa. 


NBC  and  CBS 

STEINMAN    STATION 
Clair  McCollough,  Pres. 


The   MEEKER   Company,    Inc.       •       New  York       •       Chicago        •        Los  Angeles       •        San   Francisco 
10  SPONSOR      17    SEPTEMBER    1962 


"SPONSOR-WEEK 


LANOLIN  PLUS  GOES   TO  K&E 


Top  of  the  news 

in  tv/radio  advertising 

17  September  1962 


rhe  Lanolin  Plus  account,  worth  aboul  $3  million,  has  been  shifted  from 
Daniel  &  Charles  to  Kenyon  8c  Eckhart.  rhe  pareni  company,  Hazel  Bishop 
wciii  from  C.  J.  LaRoche  i<>  k\T  ai  the  beginning  ol  this  year,  shortly  aftei 
the  Hazel  Bishop-Lanolin  Plus  merger.  Lanolin  Plus  had  been  al  D&C  foi 
aboul  two  years.  Now  kvF  h.is  virtually  the  entire  Hazel  Bishop  line.  Bui 
there  was  no  immediate  decision  as  to  whether  lanolin's  R\l>uiol  and  I  ily 
Dache  lines  would  go  along  From  1KC  to  K&E. 

ABC  RADIO  SUBSCRIBES   TO  NEW  SINDLINGER  RATINGS 

Beginning  this  month,  A.BC  Radio  will  use  the  quarter-houi  ratings  reports 
ol  Sindlinger  v  Co.,  which  is  inaugurating  a  new  syndicated  service.  Earlier, 
ABC"  Radio  broke  whh  Nielsen  over  out-of-home  listening,  maintaining  thai 
Nielsen  did  not  adequately  measure  battery  and  auto  radio  listening.  1  Ik 
Sindlinger  service  uses  telephone  recall  interviews  and  makes  special  efforts 
to  trace  out-of-home  listening.    (For  details,  see  SPONSOR-Si  OPE,  p.  16.) 

FCC  DROPS  DEINTERMIXTURE  PLAN 

The  FCC  lasi  week  on  a  5-1  vote  decided  to  end  procedures  to  deintermix, 
or  move  to  uhl.  eighl  cities  in  view  of  the  new  all-channel  law  which  will 
render  both  vhf  and  uhl  accessible  on  new  sets.  The  withdrawn  proposal 
would  have  affected  Madison,  Wise;  Rockford,  111.:  Hartford,  Conn..  Erie, 
Pa.:  Binghamton,  N.  Y.:  Champaign,  111.:  Columbia,  S.  C.  and  Montgomery, 
Ala. 

PALEY:  RADIO  MORE  MOBILE,  MORE  INFORMATIONAL 

Radio  has  become  more'  mobile,  providing  a  greal  deal  more  listening  out  ol 
the  home,  and  it  has  become  more  informational,  providing  more  news  and  in- 
formation programs  than  ever  before.  I  hese  two  points  were  among  the  high- 
lights ol  CHS  hoard  chairman  William  S.  Paley's  address  before  the  (  I V^ 
Radio  affiliates  convention  in  New  York  last  week.  Paley  also  attacked  n 
strain ts  on  radio  coverage  ol  judicial  and  legislative  proceedings. 

CBS  RADIO  RESUMES  COMPENSATION 

It  was  confirmed  last  week  at  the  CBS  Radio  affiliates  meeting  in  New  York 
that  its  stations  would  receive-  monetary  compensation.  I  he  new  contractual 
relationship  has  been  rumored  in  the  trade  lor  some  weeks  previously 

GRAHAM  TO  HEAD  NBC  ENTERPRISES 

George  A.  Graham  will  replace  the  resigning  Vlfred  R.  Stern  as  v.p.  ol  NBC' 
Enterprises  on  1  October.  The  post  carries  with  it  the  board  chairmanship 
ol  NBC"  International  and  NBC"  Films.  Graham,  with  NBC  since  I  !•">:'<.  has 
been  v.p.  and  general  manager  ol  the  NBC"  Radio  network  since  I960.  It  was 
not  expected  that  a  successor  to  his  radio  post  would  he  named  immediately. 
Graham  had  been  NBC's  number  two  network  radio  man  undei  executive  v.p. 
William    I\.    Me  Daniel,   who  will  continue  as   NBC   Radio  head. 


- 


SPONSOR 


SEPTEMBER     1962 


II 


'SPONSOR-WEEK 


Top  of  the  news 

in  tv/radio  advertising 

(continued) 


LABUNSKI  PROPOSES  RADIO-TV  ''DIVORCE" 

Speaking  last  week  before  the  West  Virginia  Broadcasters  Association,  v.p.  and 
general  manager  ol  WMCA,  New  York.  Stephen  B.  Labunski  proposed  a 
"divorce"  in  thinking  about  radio  and  tv,  asserting  each  medium  had  radi- 
cally different  problems.  Argued  Labrunski,  "radio  and  television  do  not  be- 
long together  in  trade  groups  and  industry  associations,  or  in  representations 
before  government  agencies,  because  they  have  very  little  in  common,  and 
there  is  a  great  deal  which  divides  them — legitimately  and  properly.  Televi- 
sion is  often  a  burden  to  radio,  and  it's  time  to  recognize  it." 

MOVE  OVER,  MISS  RHEINGOLD 

Beers  are  making  increasing  use  cl  ballot  boxes  to  exploit  their  advertising 
in  air  and  other  media.  Now,  perhaps  rivaling  the  Miss  Rheingold  election, 
comes  the  Bert  and  Harry  Piel  referendum.  Piel  Brothers  (Y&R)  had  the  i\ 
animated  characters  on  the  air  several  years  ago  and  is  bringing  them  back, 
teaser  campaign,   ballot  boxes,   "citizen  movement,"  and  all. 

CONFUSION  IN  TOP  MARKET  LISTS 

Admen  are  coming  to  discover  that  there  are  mam.  many  ways  tv  markets 
can  be  ranked:  according  to  population,  tv  sets,  tv  use.  income,  spending, 
etc.  For  special  purposes  there  are.  in  addition,  special  lists  ranking  product 
purchasing.  Finally,  agency  practice  varies  widely  from  shop  to  shop.  (For 
story,  see  j/.  41.) 

JOHN  TORNEY  JOINS  RKO  GENERAL  RADIO 

John  f.  Torney  has  been  appointed  radio  sales  executive  of  RKO  General, 
assigned  to  owned  stations  and  the  Yankee  Network.  Earlier,  he  was  with 
Avery-Knodel,  Petry,  and  several  stations. 

ANTHONY  V.  B.  GEOGHEGAN  OF  Y&R,  65 

"Foil)"  Geoghegan,  dean  ol  media  men  and  a  pioneer  in  the  advertising 
business,  died  last  week.  He  had  served  47  years  in  the  advertising  field.  He 
joined  Y\.R  in  1924  and  was  head  ol  the  media  department,  a  contact  super- 
visor, assistant  to  the  president,  and  director  and  chairman  ol  the  plans  board. 
He  was  elected  to  the  post  of  executive  V.p.  in   1959. 

4  CBS  TV  O&O'S  BUY  73  SCREEN  GEMS  FEATURES 

four  ol  the  five  CBS  TV  o&o's  purchased  a  group  ol  73  Columbia  Picture 
features,  made  since  l(.)r><>.  from  Screen  (.ems.  KNXT,  Los  Angeles,  was  the 
one  CIVS  ovo  which  did  not  take  the  movies.  Purchase  price  is  estimated  to 
be  $2.8  million. 

CBS  RADIO  SPOT  SALES  REVEALS   1963  GOALS 

At  its  annual  station  clinic  in  New  York  last  week.  Mamie  Webster,  v.p.  and 
general  manager  ol  (IBS  Radio  Spot  Sales,  unveiled  die  objectives  ol  his  unit 
lor  next   year:  complete  sales  coverage  through  constant   inter-office  contact. 

SPONSOR-WEEK  continued  on  page  52 

[2  SPONSOR     17    SEPT!  MBER    1962 


THEY  FOLLOW  THE  LEADER 
Join  this  chorus  of 
Cleveland  advertisers  who 
sing  the  praises  of  WHK. 
They  are  responsible  for 
this  happy  refrain-.  OVER 
50%  OF  ALL  LOCAL  RADIO 
INVESTMENTS  GO  TO  A  SINGLE 
STATION.  ..WHK.  Want  to 
register  an  upswing  in  sales? 
Score  your  next  campaign 
for  WHK  RADIO,  Cleveland 


cm. 


r 


no 


*4 


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3 


METROPOLITAN  BROADCASTING  RADIO 
REPRESENTED  BY  METRO  BROADCAST  SALES 


. 


OVERTURE 
The  incomparable 

music  of  THE  BOSTON 

SYMPHONY  ORCHESTRA 

raises  the  curtain  on 

an  exciting  new 

television  season  on 

WNEW-TV.  This 

series  of  concerts 

by  the  internationally 

famous  boston 

symphony,  under  the 

inspired  direction 

of  Charles  Munch,will 

also  present  world 

renowned  soloists  and 

guest  conductors. 


Drama  plays  a  major 
role  on  wnew-tv. 

THE  PLAY  OF  THE  WEEK 

brings  the  finest 

of  contemporary 

and  classical  theatre 

bade  to  television.  ; 

Among  the  works  to  be 

seen  are  tiger  at 

THE  GATES,  THE  ICEMAN 

COMETH  starring  Jason 
Robards,  Jr.,  medea 
with  Judith  Anderson 

and  THE  CHERRY  ORCHARD 

starring  Helen  Hayes. 


yKKoMu 


&cRg 


friiUPTi 


m£K 


Vfe 


SP§ 


'*%xlm 


»  « 


imS 


/ 


\\ 


ACT  II 


ACT  III 


ACT  IV 


From  Walt  Disney, 

THE  MICKEY  MOUSE  CLUB, 

an  entertaining  daily 

series  of  programs 

for  children  and  their 

parents.  It  features  the 

best  of  Walt  Disney's 

cartoons,  adventure 

tales,  circus  acts,  nature 

stories,  and  an  array 

of  superb  talent. 

THE  MICKEY  MOUSE 

club  becomes  an 
important  addition 
to  wnew-tv's  highly- 
honored  programs  for 
young  people  — 

WONDERAMA,  JUST  FOR 
FUN  and  the  imaginative 
SANDY'S  HOUR. 


A  spectacular  array 

of  audience  favorites: 

Dorothy  Provine  in 

THE  ROARING  TWENTIES; 

the  rugged  adventures 

of  THE  OUTLAWS; 
SUGARFOOT;  THE  DEPUTY 

starring  Henry  Fonda; 

87th  PRECINCT; 

CAIN'S  hundred; 

BOURBON  STREET  BEAT; 

THED.A/SMAN; 

THE  ISLANDERS;  CALL 

MR.D.;  and  BRONCO 

are  some  of  the  highly 

popular  programs 

that  add  excitement 

to  WNEW-TV. 


wnew-tv's  diversity 

of  programming 

includes  open  end 

with  David  Susskind, 

highly  regarded 

motion  pictures  on 

MOVIE  GREATS,  the  Emmy- 

honored  specials 
produced  by  Metropolitan 

Broadcasting  Television 
and  the  informative 

COLUMBIA  LECTURES  IN 
INTERNATIONAL  STUDIES. 

The  selective  taste  of 

wnew-tv's  programming 

is  exemplified  by  the 

past  season's  Peabody 

Award-winning,  AN  AGE 

OF  kings,  and  the 

acclaimed  festival  of 

PERFORMING  ARTS. 


WNEW-TV,  NEW  YORK 
METROPOLITAN  BROADCASTING 
TELEVISION 


555/FIFTH 

(Continued  from  page  6) 

about  your  otherwise  excellent 
article  in  16  July  entitled  "How 
Much  Do  You  Know  About  the 
$75  Million  TV  Commercials 
Industry?" 

We  feel  that  in  your  discussion 
of  the  top  12  tv  commercial  pro- 
ducers you  did  not  give  sufficient 
and  merited  emphasis  to  our  client, 
Audio  Productions,  Inc. 

The  fact  is,  by  almost  any 
criteria,   Audio    belongs   closer    to 


the  top  of  the  list  of  12  than  the 
bottom.   For  example: 

1.  In  volume  of  business,  Audio 
has  consistently  been  among  the 
top  four  or  five  producers,  accord- 
ing to  accurate  estimates. 

2.  At  the  present  moment,  Audio 
has  work  in  progress  for  seven  of 
the  10  advertising  agencies  that  are 
tops  in  tv  billing. 

3.  Audio  has  always  had  its  share 
of  awards  in  various  industry  com- 
petitions.   For  example,    it   had  8 
films  in  the  finals  (out  of  about  50) 
in  this  year's  New  York  Tv  Com- 


NOW-COLOR  TELEVISION  FACTS! 

A  new  fact  book  on  Color  TV  is  ready  for  you.  In  addition  to 
"New  Dimensions  in  Color,"  the  new  1962-3  color  schedule, 
it  includes  a  comprehensive  factual  history  of  Color  TV,  plus 
a  full  study  of  methods  used  in  marketing  color  receivers.  A 
section  is  devoted  to  Color  TV's  impact  on  the  broadcaster, 
and  another  section  to  broadcast  equipment.  You  won't  want 
to  miss  this  study  of  one  of  America's  fastest  growing  indus- 
tries,  broadcasting  movies,  cartoons,  variety,  sports,  drama 
and  news  specials,  ('all  B.  I.  French,  RCA,  30  Rockefeller 
Plaza,  New  York  20,  N.  Y.,  Tel:  MU  9-7200,  Ext.  RC  388. 
Ask  for  the  new  brochure  "Color  Television  Facts." 


mercial  Film  Festival. 

4.  A  reliable  index  of  the  relative 
size  and  position  of  a  film  commer- 
cial producer  is  the  dues  he  pays  to 
the  Film  Producers  Association, 
since  these  are  based  upon  the 
volume  of  business  done.  It  is  a 
matter  of  public  record  that  Audio 
pays  the  top  dues  to  the  Associa- 
tion. Audio  is  very  active  in  in- 
dustry affairs  and  one  of  their 
officers,  Peter  Mooney,  is  the 
treasurer  and  a  member  of  the 
Board  of  Directors  of  the  Film 
Producers  Association. 

I  hope  all  this  adds  up  to  a  clear 
picture  of  Audio  Productions  as 
one  of  the  top  companies  in  the 
tv  commercial  field — which  I  sin- 
cerely believe  it  to  be.— ALBERT  J. 
UNGAR,  partner,  Ungar  &  Fruhling,  New  York. 

WHERE'S  EVERYBODY  GOING? 
May  I  suggest  that  the  writer  of 
"Now  TV  Areas  =  Sales  Areas," 
September  3,  1962  (which  was  ex- 
cellent, by  the  way) ,  should  have 
checked  your  29  August,  1960  is- 
sue ("What  Tv  Power  Means  In 
Extra-Urbia")    for  several   reasons. 

First,  he  could  have  added  s<  \ 
eral  names  to  the  list  of  firms  that 
use  television  coverage  areas  as 
marketing  areas.  (Robert  Hall, 
Schaefer  Beer,  Bardahl,  Maryland 
Club  Coffee,  Maypo  Cereal  and 
Purina  Dog  Chow.) 

Second,  he  would  have  been 
aware  of  the  fact  that  our  'Where's 
Everybody  Going"  studv  was  the 
first — and,  as  far  as  I  know,  only — 
(  omprehensive  measurement  of  the 
importance  of  this  marketing  strat- 
egy- 

\ls<>,  in  the  interest  of  a  united 
front  by  the  television  industry,  he 
might  have  suggested  that  this 
whole  concept  be  called  "telemar- 
keting"— a  phrase  we  coined  sev- 
eral years  ago  and  modest h  sug- 
gest describes  the  concept  most  ac- 
curately.—WILLIAM  R.  HOHMANN,  director 
of  promotion  &  research,  CBS  Televisions  Na- 
tional Sales,  New  York. 

KUDOS  FROM  AUSTRALIA 
M,i\  1  s.i\  thai  sponsor  is  \ci\  high- 
l\  regarded  in  Australia  and.  from 
in\  own  point  of  view,  gives  me 
more  information  about  radio  than 
ni\  oilier  publication. — B.  C.  BUTTON, 
general  manager.  Commonwealth  Broadcasting 
Corp  .  Sydney.  Australia. 


[6 


SPONSOR      17    SEPTEMBER     1962 


Why  it  pays 

to  advertise  your  station 

in  a  broadcast  booh 


BECAUSE   YOU    PINPOINT  THE   BUYER 


1 


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 
second. 

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 
good. 

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- 
ing. 

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 
ears. 


a  service  of 

SPONSOR 


Toss-up 


Both  sides  of  the  coin  are  the  same  when  you  compare  the  audiences  of  New  York's  top  Network  station 
and  wpix-11,  New  York's  Prestige  Independent.  A.  C.  Neilsen  has  proved  that  the  "content"  of  a  rating 
point  on  both  stations  is  the  same:  same  income  levels,  home  and  automobile  ownership  characteristics, 
job  occupations,  etc.  Moreover,  98rr  of  wpix-11  clients  are  national  advertisers.  Prime  evening  Minute 
Commercials,  National  Advertisers  and  "Network  Look"  programming  night  after  night  —  a 
combination  available  to  national  spot  advertisers  in  their  number  one  market  only  on  wpix-11. 

where  are  your  60  second  commercials  tonight? 


'SPONSOR-SCOPE 


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


17  SEPTEMBER  1962      Cwyrimt  ik: 


The  longest  commercial  in  network  tv  history — si\  minutei — will  be  present* 
r«l  h\  Chevrolet   (C-E)  on  30  September  on  Bonanza  on  NBC  T\ . 

The  "blockbuster"  spot  will  introduce  the  L963  Chevrolet  modela  and  will  feature  the 
eleven  stars  of  Chevrolet's  shows  on  three  networks:  Bonanza,  My  Three  Sons, 
and  Route  66. 

The  commercial  will  he  shown  at  the  end  of  a  specially-written  program,  which 
will    be   an   uninterrupted    54   minutes    I  except  for  station  break  i .  another  t\    first. 

C-E's  broadcast  copj  director  Robert  MeTyre,  programming  exec  Jark  Bowen.  t\ 
account  supervisor  Jim  Beavers,  and  Hollywood  program  v. p.  Dirk  Kastland  were 
among  those  who  worked  on  the  commercial,  said  to  have  had  logistics  "complicated 
enough  to  challenge  an  Einstein/* 

Chevrolet  turned  down  the  idea  of  a  one-shot  spectacular  to  introduce  the  1963  line 
on   the  grounds   its  three  regular  shows  already  reach  enough  audience. 

Grey  is  the  latest  of  the  agencies  to  acquire  an  interest  in  an  overseas  opera- 
tion:  Charles  W  .   Hobson,   Ltd.,  of  London. 

\tter  more  than  a  year  of  looking,  the  move  comes  as  Grey's  first  overseas  acqui- 
sition. It  won't  have  a  controlling  interest  but  the  London  agency  name  will  be  changed  to 
Charles  Hobson  &  Grey,  Ltd. 

The  Hobson  agency   bills  about  $4  million,  including  about  $1  million  in  air  media. 

Those  Boston  Symphony  telecasts  are  proving  again  that  banks  will  flock  to 
local  sponsorship  when  they  get  the  right  program. 

Manufacturers  Hanover  Trust  has  the  series  in  New  York.  Citizens  Eidelity 
Bank  in  Louisville,  and  Gate  City  Savings  in  Fargo.  Seven  Arts  Associated  is  the  dis- 
tributor. 

One  Philadelphia  agency  has  decided  to  try  to  do  something  to  stop  the  leak- 
age of  $100  million  a  year  of  Philadelphia  advertising  money  to  agencies  in  other 
cities. 

Daniel  Wermen  and  J.  Leonard  Schorr,  president  and  executive  v. p..  respectively, 
of  Wermen  &  Schorr,  made  such  a  proposal  before  a  Poor  Richard  Club  forum  re- 
cently. 

The  Philadelphia  counterattack  suggested :  a  coordinated  drive  to  build  up  the 
image  of  Philadelphia  as  a  creative  advertising  center. 

Philadelphia  advertisers  have  taken  about  $55  million  away  from  local  agen- 
cies in  the  past  seven  years.  One  New  York  agency,  it  was  said,  takes  $25  million  bill- 
ings a  year  out  of  Philadelphia  and  doesn't  even  have  an  office  there. 

Packaging  rather  than  filtration,  menthol,  or  special  size,  is  the  special  at- 
traction in  B&W's  latest  cigarette  brand,  Coronet,  which  starts  test-marketing 
next  week  in  Evansville  and  South  Bend,  Indiana. 

The  brand  will  have  a  gold  foil  pack  under  the  name  Alumidor.  It  is  king-sized  and 
has  no  filter. 

B&W  is  expected  to  put  70%  of  its  test  money  for  Coronet  into  tv  spot,  with 
a  stepped  up  schedule  slated  for  October. 

Commercials  will  use  footage  of  I  .  S.  Marines  on  maneuvers. 

Compton,   handling   Coronet,   was   named  by  B&W  last  year  for  new  products. 

SPONSOR     17   SEPTEMBER    1962  19 


'SPONSOR-SCOPE 


Continued 


It  will  take  a  special  order  to  get  you  a  national  overnight  Arbitron  report  in 
the  1962-63  season. 

You  can  make  up  your  mind  as  little  as  24  hours  before  telecast  and  get  a  report  on  any 
period  between  8  a.m.  and  r*l  p.m.  on  a  half- hour,  day,  or  week  basis. 


The  reduction  of  multiple  newspaper  ownership  to  only  60  cities  in  the  U.  S. 
has  created  an  editorial  vacuum  which  radio  stations  are  now  urged  to  fill. 

According  to  Daniel  W.  Kops,  president  of  WAVZ,  New  Haven,  and  WTRY,  Albany- 
Troy,  Schnectady,  speaking  earlier  this  month  at  the  New  York  State  Broadcasters  Associa- 
tion meeting,  radio  stations  have  both  economic  and  community  motives  for  editor- 
ializing. 

Kops  noted  that  editorializing  can  produce  a  station  image  which  pre-sells  adver- 
tisers, especially  local  ones. 

He  reminded  his  audience  that  NAB  discovered  recently  that  61  per  cent  of  U.  S. 
stations  editorialize,  and  that  39  per  cent  do  so  regularly. 

One  major  contrast  between  newspaper  and  radio  editorials:  the  former  often  started  as 
party  organs  or  ended  up  crusading,  but  the  latter  have  established  a  pattern  of  fairness 
and  impartiality  usually  lacking  in  print  media. 


If  Telstar  is  proving  that  tv  knows  no  national  boundaries,  it's  only  proving 
what  U.  S. -Canadian  tv  men  knew  all  the  time. 

U.  S.  border  stations  have  long  courted  Canadian  advertisers,  but  up  in  Buffalo  un!il 
recently  no  one  had  invaded  Canada  with  a  full-scale  sales  presentation — that  is, 
until  WGR-TV  did  just  that  in  Montreal. 

On  hand  were  executives  of  the  station's  Canadian  rep.  Radio  &  Television  Sales,  Inc. 

And  speaking  of  Canada,  American  advertisers,  agencies  and  stations  will  be  able  to 
get  information  about  viewing  of  U.  S.  stations  across  the  Canadian  border  through  ARB. 
which  now  has  a  mutual  exchange  with  MacDonald. 

MacDonald,  in  turn,  will  get  data  on  U.  S.  viewing  of  Canadian  stations  from  ARB. 

When  American  products  go  into  Canada,  as  is  happening  with  some  FSR 
clients,  a  handy  solution  to  new  problems  is  an  affiliation  with  a  Canadian  agen- 
cy— in  this  case,  Willis  Advertising  Ltd. 

FSR  will  use  Willis  centers  in  Toronto  and  Montreal  and  Willis  clients  coming  the 
other  way  will  use  FSR. 

Since  the  all-channel  bill  became  law,  there's  been  a  whole  resurgence  of  in- 
terest in  uhf  assignments. 

Owners  of  WMCA,  New  York,  recently  asked  the  FCC  if  it  would  consider  reassign- 
ing channel  47  from  New  Brunswick,  N.J.,  where  it  has  never  been  used,  to  New  York 
City. 

WMCA,  however,  wasn't  applying  for  a  license. 

New  York  has  two  uhf  channels  already:  31,  now  being  operated  by  the  FCC  and 
New  York  City,  and  25,  reserved  for  educational  use  but  never  put  in  operation. 

20  SPONSOR/ 17  SEPTEMBER   1962 


'SPONSOR-SCOPE 


Continued 


1NBC  News  will  be  INBIi-TV'i  largest  program  supplier  in  1962-63,  accounting 
for  about  25%  of  the  network's  program  schedule. 

Actually  on  all  three  networks,  viewing    of    news    and    public    service    has 

i  I i id Im-i I  steadily  for  several  seasons,  reaching  90%  of  all  homes  with  an  average 
of  2  hours  and  36  minutes  of  programing  in  a  four-week  November-December 
period  in   1961,  according  to  Nielsen. 

By  tlif  way,  news  and  public  Bervice  programing  has  pretty  well  broken  out  <>l  tliat 
Sunday  afternoon  "ghetto."  In  I960  onlj  -■">'  -  of  such  programing  was  in  evening  time 
—the  rest  Sunday  afternoons — but  since  1961,  about  57%  has  been  in  evening  slots. 

Here's  a  three-season  tally  of  public  service  shows,  hours  and  sponsored  hours  in  Oc- 
tober to  January  Nielsen  studies: 


NO.  OF  SHOWS 

TOTAL  HOURS 

SPONSORED  HOI  RS 

1959-1960 

28 

109 

50 

1960-1961 

46 

151 

67 

1961-1962 

52 

152 

83 

Also  the  audience  for  quarter-hour  news  is  now  larger  but  split  up  more  ways 
than  ever  before.  Over  two  years,  shows  doubled  (from  three  to  six)  while  the 
average  audience  declined  from  13.8  (6.2  million)  to  9.3  (4.5  million),  but  the 
top  show,  Huntley-Brinkley,  increased  its  audience  from  16.5  (7.9  million)  to 
18.5    (9.1    million),   according  to  Nielsen. 

The  first  of  the  new  Sindlinger  network  radio  reports  will  be  available  before 
the  end  of  the  month  to  ABC,  so  far  the  only  subscriber. 

The  new  ratings  service  will  report  monthly  on  the  four  networks,  non-network 
listening,  and  certain  specials. 

ABCs  Bob  Pauley  said  the  service  will  cost  him  about  $100,000  a  year  and  Al- 
bert Sindlinger  claims  it  will  cost  him  $500,000  a  year  to  do. 

The  ratings  will  be  based  on  a  monthly  sample  of  at  least  28,000,  reached  by  tele- 
phone and  interviewed  for  recall.  A  special  effort  will  be  made  to  reach  people  not  at 
home  the  first  call — people  who  may  do  considerable  out-of-home  listening. 

When  local  fm  set  counts  are  compared  with  am  set  counts,  it  turns  out  that 
five  of  the  top  15  radio  markets  in  the  country  are  fm,  according  to  Pulse  figures 
released   by   Robert   Richer. 

Note  the  standing  (block  caps)  of  such  fm  markets  as  New  York,  Los  Angeles.  Chi- 
cago, Philadelphia,  and  San  Francisco: 

RANK  &  MARKET 

1.  New  York 

2.  NEW  YORK  (FM) 

3.  Los  Angeles 

4.  Chicago 

5.  Philadelphia 

6.  LOS  ANGELES  (FMi 

7.  Boston 

8.  San  Francisco 

9.  CHICAGO  (FM) 

10.  Pittsburgh 

11.  St.  Louis 

12.  Washington.  D.  C. 

13.  PHILADELPHIA  (FM) 

14.  Cleveland 

15.  SAN  FRANCISCO   (FM) 


SET  COUNT 

%  FM  PENETR* 

4,672,000 

see  below 

2,594,400 

54.3% 

2,228,400 

see  below 

2,062,754 

see  below 

1,264,194 

see  below 

1.100,800 

49.4'  ; 

968,972 

50.( 

919,422 

see  below 

913,800 

44.395 

704,300 

31. .V, 

619,800 

23.2% 

593,525 

41.7 

494,300 

39.1'; 

452,144 

44.3% 

445.000 

48.: 

SPONSOR/ 17    SEPTEMBER    1962 


21 


"SPONSOR-SCOPE 


Continued 


Everyone  seems  to  agree  that  more  qualitative  information  on  radio  is  needed, 
hut  when  the  question  arises  of  who  should  do  it,  agreement  ends. 

When  agencies  say  the  station  should  dig  up  such  added  information  to  do  a  proper 
selling  job  on  radio,  reps  sometimes  reply  that  there  is  enough  information  already  avail- 
ahle. 

At  the  New  York  State  Broadcaster's  convention  recently,  Janet  Murphy  of 
Gumbinner  called  for  more  qualitative  data  from  stations,  research  companies,  and 
trade  associations. 

But  it  was  the  idea  of  Arthur  H.  McCoy,  executive  v. p.  of  John  Blair  that  radio  would 
benefit  in  income  "if  the  agencies  will  stop  hounding  us  for  more  research,  and  take 
the  time  to  understand  the  mountains  of  facts  and  figures  already  available." 


Tv  reps  will  be  watching  with  a  good  deal  of  interest  the  test  marketing  of  Caprex, 
a  new  English-originated  men's  hair  preparation,  handled  by  Simons-Michelson, 
Detroit. 

The  item  is  just  getting  off  the  ground  with  multi-station,  saturation  minute  schedules 
in  Hartford  and  Peoria. 

Reason  for  the  special  interest:  another  product  of  the  same  nature,  which  also 
hails  from  the  British  isle,  Brylcreem,  is  good  for  some  §150,000  a  year  in  national 
spot  tv. 


Affiliates  are  still  very  unhappy  about  the  problem  of  split  or  piggy-back  net- 
work commercials  for  there'9  a  general  feeling  they  take  away  from  spot  revenue. 

The  problem  was  one  that  received  "considerable  discussion"  at  the  recent  board  of  gov- 
ernors meeting  of  ABC  TV  affiliates  in  Beverlv  Hills. 


Add  this  one  to  your  list  of  new  rep  appointments  for  third  channels  (SPON- 
SOR-SCOPE,  3  September)  :    Advertising  Time  Sales  for  WCIV-TV.  Charleston,  S.  C. 

The  station  will  affiliate  with  NBC  TV  on  Channel  4. 

By  a  series  of  puns  in  English,  roman  numbering,  and  what  not.  it  will  pronounce  its  call 
letters  "W — see  four — television." 


Even  with  their  pickup  in  ad  sales  this  year  the  15  leading  women's  service  ma- 
gazines are  collectively  running  behind  the  billings  for  daytime  network  tv  (Mon- 
day through  Friday). 

The  ad  gross  for  the  15  in  the  first  six  months  of  the  current  year  was  S94.656.000, 
whereas  network  daytime  for  the  same  period  registered  a  gross  of  $99,671,000. 


The  trade  associations  are  doing  as  well  by  network  tv  this  fall  as  last  year. 

This  type  <>f  advertiser  will  include  the  Institute  of  Life  Insurance  (specials);  Amer- 
ican Gas  Association  I  Dick  Powell);  American  Dairy  Association  (Ozzie  &  Harriet  1  : 
Douglas  Fir  Plywood  I  David  Brinkleys  Journal  I;  Savings  &  Loans  Foundation 
1  -| iorts) . 

However,  still  among  the  missing  are  such  past  customers  as  the  U.  S.  Brewers  Insti- 
tute. Better  Vision.  Edison  Electric  Institute.  Florida  Citrus,  Pan  American  Coffee. 

22  SPONSOR/  17   SEPTEMBER    1962 


First  in 
Hoosier  Hearts 

Peru,  Indiana  .  .  .  once  famed  as  winter 
quarters  for  the  nation's  finest  circuses, 
still  touches  Hoosier  hearts  . . .  young 
and  old. 


. 


First  in  Hoosier  Homes 


Keeping  alive  this  50  year  old  tradition,  Peru  holds  their 
annual  "Circus  City  Festival",  re-living  the  grand  old 
days  of  sawdust,  ridgepoles  and  greasepaint. 

"Let's  go  to  Circus  City",  the  WFBM  promotion  spots 
said  .  .  .  inviting  Hoosier  listeners  to  a  day  with  Channel 
six  stars  at  Peru  for  the  big  "Circus  City"  celebration. 

Seven  hundred  train  seats  .  .  .  at  $8  for  adults,  $5  for 
children  .  .  .  were  snapped  up  by  the  WFBM  audience 
in  no  time — another  example  of  the  pulling  power  and 
community  acceptance  you  can  expect  from  WFBM-TV 
in  Indianapolis  and  the  rich  satellite  markets  surround- 
ing the  metro  area.  Let  us  show  you  the  specifics  now. 
Just  ask  your  Katz  man. 


TIME-LIFE 

BROADCAST 

INC. 


America's  13th  TV  Market 

with  the  only  basic  NBC  coverage  of  760.000  TV  set 
owning  families.  ARB  Nov.,  1961.  Nationwide  Sweep. 


I9S! 


SPONSOR;  17    SEPTEMBER    1962 


23 


THE    MAN    IN    THE 
GRAY    FLANNEL    SUIT 

Gregory  Peck 
Jennifer  Jones 
Fredric  March 


THE    REVOLT 

OF    MAMIE    STOVER 

Jane  Russell 
Richard  Egan 
Agnes  Moorehead 


BERNADINE 

Pat  Boone 
Terry  Moore 
Janet  Gaynor 


THE  GIFT    OF    LOVE 

Robert  Stack 
Lauren  Bacall 
Lome  Greene 


BIGGER    THAN    LIFE 

James  Mason 
Barbara  Rush 
Walter  Matthau 


FIVE    GATES    TO    HELL 

Neville  Brand 
Dolores  Michaels 
Patricia  Owens 


KISS    THEM    FOR    ME 

Cary  Grant 
Jayne  Mansfield 
Suzy  Parker 


■ 

THE    RAID 

Van  Heflin 
Anne  Bancroft 
Richard  Boone 


YOURE    IN 

THE    NAVY    NOW 

Gary  Cooper 
Jack  Webb 
Eddie  Albert 


THREE    BRAVE    MEN 

Ernest  Borgnine 
Ray  Milland 
Frank  Lovejoy 


STOPOVER:    TOKYO 

Robert  Wagner 
Joan  Collins 
Edmond  O'Brien 


NO    WAY    OUT 

Richard  Widmark 
Linda  Darnell 
Stephen  McNally 


Now  it's  clear. .  .Volumes  4  &  5  of  Seven  Arts  library  of  "Films 
of  the  50's"  are  available  for  TV. 

These  two  volumes  are  in  the  tradition  of  Seven  Arts  quality 
feature  entertainment  that  has  consistently  garnered  top  ratings 
across  the  country! 

This  product  is  now  available  for  purchase  and  will  be  accom- 
panied by  the  outstanding  and  helpful  publicity  materials  that 
have  characterized  Seven  Arts  in  the  field  of  station  services. 


We  invite  your  inquiry  so  that  a  personal  presentation  can  i 
arranged. 

Seven  Arts  is  proud  to  continue  as  the  leader  in  quality  featu 
motion  picture  programming  for  the  television  market  and 
these  new  offerings  enhance  their  already  famous  library 
"Films  of  the  50's"-"Money  makers  of  the  60's". 

Individual  feature  prices  upon  request. 


53  great  "Films  of  the  50's" 


NTIE     MAME 


THE    BAD    SEED 

Nancy  Kelly 
Patty  McCormack 
Eileen  Heckart 


DAMN    YANKEES 

Tab  Hunter 
Gwen  Verdon 
Ray  Walston 


NO    TIME 

FOR    SERGEANTS 

THE    OLD    MAN 
AND    THE    SEA 

THE    PAIAMA    CAME 
Doris  Day 

Andy  Griffith 
Nick  Adams 
Myron  McCormick 

Spencer  Tracy  stars  in 
Ernest  Hemingway's 
Pulitzer  Prize  novel. 

John  Raitt 
Carol  Haney 

IE    PRINCE 

ID    THE    SHOWGIRL 

rilyn  Monroe 
jrence  Olivier 
Oil  Thorndcke 


SAYONARA 

Marlon  Brando 
Red  Buttons 
James  Garner 


MIRACLE  IN    THE    RAIN 

Jane  Wyman 
Van  Johnson 
Peggie  Castle 


THE   SPIRIT  OF  ST.  LOUIS 

James  Stewart  stars  in  the 
story  of  the  life  of 
Charles  A.  Lindbergh. 


HELEN    OF    TROY 

Rossana  Podesta 
Brigitte  Bardot 
Jack  Sernas 


THE    LEFT    HANDED 

Paul  Newman 
Lita  Milan 
Hurd  Hatfield 


SEVEN  ARTS 

ASSOCIATED 

CORP. 


A  SUBSIDIARY  OF  SEVEN  ARTS   PRODUCTIONS.   LTD. 

NEW  YORK:  270  Park  Avenue  YUkon  6  •  1 7 1 7 

CHICAGO:  8922  D  N.  La  Crosse  (P.O.  Box  613).  Skokie.  Ill 

ORchard  4-5105 
DALLAS:  5641  Charlestown  Drive  ADams  9  2855 

LOS  ANGELES:  3562  Royal  Woods  Drive  STate  8  8276 

TORONTO,  ONTARIO:  11  Adelaide  St.  West  •  EMpire  4-7193 


RAHALL   RADIO  STATIONS 


Staffed  by 

WIDE-AWAKE 

PERSONALITIES 

dedicated  to 
PUBLIC  SERVICE 
in  the  communities 


which  they  serve  I 


No.  1 
RADIO 

Tampa  -  St.  Petersburg, 
Florida 

Sam  Rahall,  Manager 


No.  1 
RADIO 

Allentown-Bethlehem- 
Easton,  Pennsylvania 

"Oggie"  Davies,  Manager 


No.  1 
RADIO 

Beckley, 
West  Virginia 

Tony  Gonzales,  Manager 


No.  1 
RADIO 

Norristown-Philadelphia 
Area 

John  Banzhoff,  Manager 


above  stations  represented  nationally 
by  H-R  .  .  .  New  York 


also 


WQTY 


our  station  coming  up  fast  in 

JACKSONVILLE,  Florida 
National  Rep.,  The  Boiling  Co. 


N.   joe   R.ih.ill.    President 
"ORRic"    Davies,   Cen.    Manager 


'SPONSOR 
BACKSTAGE 


by  Joe  Csida 


Back-talk  on  "Top  40"  column  varies 

J  haven't  stopped  to  count  recently,  but  1  have 
certainly  written  well  over  a  thousand  Backstage 
columns  in  my  time,  maybe  two  thousand.  When 
you've  been  turning  them  out  that  long  you  can 
almost  predict  the  kind  of  mail  specific  types  of 
columns  will  draw.  I  knew  when  I  wrote  the  20 
August  issue  sponsor  piece  regarding  the  new  for- 
mat the  Plough  radio  stations,  WJJI)  in  Chicago 
and  WCOP  in  Boston,  were  initiating,  that  I 
would  get  three  kinds  of  letters. 

The  first,  of  course,  would  be  a  nice,  courteous  letter  from  a  nice, 
courteous  broadcaster  about  whom  you've  said  nice  things.  This  is 
the  note  I  got  from  my  friend  Harold  Krelstein,  president  of  the 
Plough  chain: 

"You  probably  think  I'm  a  little  tardy  in  getting  in  touch  with 
you,  and  you  would  be  right,  except  that  I  didn't  get  back  into 
Memphis  until  a  week  ago  yesterday,  and  then  spent  the  balance  of 
the  week  out  of  the  office.  As  a  result  I  was  probably  the  last  one  in 
the  United  States  to  read  the  wonderful  column  you  wrote  about 
our  new  programing. 

First,  the  kudos 

'  \n\  words  I  would  use  to  try  to  describe  my  reaction  to  your 
story  would  be  inadequate,  so  all  I  can  sa)  is  a  sincere  thank-you  for 
an  excellent  column.  Reprints  of  it  are  being  made  and  will  be 
mailed  to  a  list  of  about  1600  advertising  agcnc\   people." 

Next,  of  course,  comes  an  equally  nice  letter  from  another  friend, 
Jack  L.  Sandler,  vice  president  and  general  manager  of  the  Todd 
Storz  station  WQAM  in  Miami.  I  think  Jack's  letter  is  extremely 
interesting.     Here's  his  comment: 

"I  read  your  column  'A  Successor  to  Top  40?'  in  the  20  August  is- 
sue of  sponsor  magazine  and  I  am  afraid  that  1  am  going  to  have  to 
correct  you  on  a  couple  ol  points. 

"You  implied  in  your  article  that  Harold  Krelstein  had  been  the 
originator  of  Top  40,  as  you  call  it,  although  I  choose  to  call  it 
format  radio.    Let  me  give  you  the  facts. 

"In  1919,  the  writer  of  this  letter  was  a  sports  announcer  with 
radio  station  KOWH  in  Omaha.  Nebraska,  and  had  been  since 
December  of  1945.  Todd  Storz  entered  the  picture  by  purchasing 
KOWH  in  1919.  Although  I  can't  give  you  any  specific  years  and 
months,  we  finally  came  up  with  the  formula  of  55  minutes  of  music 
and  5  minutes  of  news.  This  was  the  beginning  for  Todd  Storz  and 
he  proved  his  point  again  and  again  —  in  New  Oilcans,  with  VVTIX; 
with  Will',  in  Kansas  City,  and  most  recently,  with  KXOX  in  St. 
Lotus,  will)  the  same  lonnula.  (limbing  last   on  WQAM,  too. 

"If  Harold  Krelstein  has  a  new  formula  which  he  thinks  will  work, 
good  luck  to  him — it  couldn't  happen  to  a  inter  guv — but  don't  start 
waving  the  black  crepe  for  the  "modern  music''  .stations  because  the 
McClendons,  and  Stoiv,  Metropolitan,  and  a  few  other  pretty  smart 
operators  ill  radio  are  still  using  this  lonnula  and  are  still  dominant 
in  theii  markets. 

"Without  going  into  a  detailed  explanation  of  how  to  operate  a 
(Please  turn  to  page  17) 


2G 


SPONSOR     17    si  PTEMBER    1962 


/ 


hose  who  live  on  air... 


In  the  last  three  decades  advertisers  and  their  agencies 
have  spent  billions  of  dollars  on  air.  A  lot  of  people 
lived  on  it.  A  lot  of  goods  were  moved. 

To  those  who  live  on  air  SPONSOR  serves  a  function 
no  other  publication  can  match,  for  SPONSOR  is 
the  most  definitive  study  of  air  in  the  broadcast  in- 
dustry. It  is  the  news  of  air — the  plans  of  air— the 
progress  of  air — the  thoughts  of  air— the  very  life  of 
air — delivered  to  you  every  week — 52  weeks  a  year. 


and  earn  its  salt  are  just  much  too  important   for 
light  reading  on  a  routing  list. 

It  you  live  on  air— read  SPONSOR  at  home.  Rea 
it  on  A  time,  B  time  or  C  time  but  make  sure  it . 
free  time  at  home.  At  the  price  of  only  $8  a  year  you 
can  have  52  issues  of  this  most  useful  publication  in 
the  field  at  your  side— to  see,  study,  tear  out  and  file. 
It's  the  best  investment  you'll  ever  make.  Order  your 
home  subscription  today. 


Most  every  man  who's  gotten  anywhere  in  air  reads 
SPONSOR.  The  man  who  wants  to  get  there  faster 
reads  SPONSOR  at  home— because  the  very  chem 
istry  of  broadcasting— the  factors  that  make  it  move 


SPONSOR 

THE  WEEKLY  MAGAZINE  TV   RADIO  ADVERTISERS   USE 


TEXAS 
ELECTIONS 


The  Alamo  is  1,641  miles  away,  but 
itfs  still  "home11  to  many  a  trans- 
planted Texan  in  Washington,  D.C. 
For  them,  from  senator  to  secretary, 
we  broadcast  special  detailed  Texas 
election  returns — primary,  at  that. 
Here  are  some  morning-after  results: 
"Your  consideration  was  greatly 
appreciated. " — Senator  John  Tower. 
"You  and  your  staff  are  to  "be 
commended.  " — Rep.  Graham  Purcell. 

Our  primary  aim  is  to  serve  people-- 
and  D.C.  has  a  wondrous  assortment. 


. . .the  station  that 
keeps  people  in  mind 


WWDC 

WASHINGTON,   D.C. 


<5 


BLAIR 
GROUP 
PLAN 
MEMBER 


28 


Represented  nationally  by  John  Blair  &  Co. 

SPONSOR/ 17    SEPTEMBER    1962 


'SPONSOR 


17   SEPTEMBER   1962 


Does  tv  news  need  "stars"? 


►  ABC,  CBS.  and  NBC  opinions  differ 

►  McAndrews  cites  mysterious  "quality" 

►  Hagerty  emphasizes  trained  reporters 


Last  week  sponsor  put  a  pertinent 
question  to  industry  experts. 
The  question  was:  Does  tv/radio 
news  need  the  star  system? 

As  usual,  such  a  question  under 
strut in\  produces  a  wide  variety  <>i 
opinion.  Some  say  "no"  unequivo- 
cally. On  the  other  hand,  there 
are  a  number  who  give  an  emphatic 
"yes."  Still  others  insist  the  ques 
tion  cannot  be  answered  with  an 
unembellished  "ves*-  or  "no." 

"I  can't  answer  the  question 
directly."  William  R.  McAndrew. 
executive  v:p..  NBC  News,  told 
sponsor.  "There  is  no  'yes'  or  'no' 
answer  to  it.  The  medium  makes 
the  star.  The  people,  in  the  end, 
also  decide  who  the  star  shall  be. 
If  the  newsman  has  the  mysterious 
quality  that  appeals  to  the  masses, 
you've  got  a  star." 

Have  mysterious  quality.  Chet 
Huntley  and  David  Brinkley  pos- 
sess that  mysterious  quality.  "Each 
has  it  in  a  different  way,"  Mc- 
Andrew declared.  "And  thev  com- 
plement each  other.  Nor  is  there 
anything  wrong  in  having  stars. 
There  are  stars  in  daih  news- 
paper journalism,  too."  He  cited 
the  N'ew  York  Times  and  the  choice 
positions  it  gives  certain  corre- 
spondents, such  as  James  Reston 
and  Russell  Baker  out  of  Washing- 
ton. However,  the  effects  of  stardom 
are  infinitely  greater  in  television 
than  in  the  newspaper  field,  accord- 
ing to  McAndrew.  Main  other  news 


experts  agree  with  M<  Andrew. 

For  many  years,  NBC  News 
played  second  fiddle  to  CBS  News. 
trying  manfully  to  catch   up  with 


i  he  network  that  had  boasted  a 
retinue  ol  'names'  or  'stars'  headed 
by  the  glittering,  gifted  Edward  R. 
Murrow.  It  was  no  secret  thai  NB< 
News  tried  to  fashion  another  Ed 
Mm  row  but  failed. 

"We  finally  came  to  the  conclu- 
sion that  we  couldn't  find  anyone 
like  him  and  gave  up  and  decided 
on  someone  else,"  McAndrew  re- 
called recently.  Ibis  someone  else, 
hallelujah,  tinned  out  to  be  Chet 


//' 


I   I 


First  in  many  polls  and  winners  of  major  news  awards 

Numerous  studies  designed  to  determine  public  preferences  for  individual  tv  news 
commentatorsreve.il  NBC's  David  Rriuklev    (1)  and  Chet  Huntley    is  top  newsmen 


SPONSOR     17    SEPTEMBER    1962 


29 


Huntley  and  David  Brinkley. 
Stars  are  H  &  B.  If  NBC  has  a 

star  system,  (and  no  one  in  the  in- 
dustry will  deny  that  its  foremost 
stars  are  Messrs.  Huntley  and 
Brinkley) ,  it  is  also  obvious  that 
NBC  has  a  parcel  of  sharply  trained 
newsmen  waiting  in  the  wings,  so 
to  speak,  ready  to  assume  the 
mantle  of  stardom. 

Determined  to  maintain  its  top 
ratings  with  American  viewers, 
NBC  figures  it  can  present  a  crack- 
erjack  array  of  "acts"  at  the  "Palace 
Theatre"  any  day  it  so  desires. 

In  McAndrew's  judgment,  NBC 
News  has  a  barrel  of  "stars"  cap- 
able of  playing  "the  Palace."  Here 
is  his  list  with  capsule  "quotes"  on 


each  newsman:  Sander  Vanocur, 
out  of  Washington  is  "coming  up 
fast;"  Elie  Abel,  out  of  Washington 
is  "also  coming  up  fast;"  Edwin 
Newman,  out  of  New  York  "adds 
the  salt  and  pepper;"  Merrill 
Mueller,  out  of  New  York  "made 
an  excellent  transition  from  radio 
to  tv;"  Ray  Scherer,  out  of  Wash- 
ington "a  pithy  type  of  midwestern 
America  and  close  to  the  Brinkley 
type;"  Frank  McGee,  out  of  New 
York  "whose  particular  forte  is  in- 
terviewing;" John  Chancellor,  out 
of  New  York  "a  real  comer"  and 
Roy  Neal,  out  of  Los  Angeles  "ex- 
cellent  with    technical   matters." 

TV  Builds  Personality.  Over  the 
past  couple  of  years,  CBS  News  in 


IIIIII!i!llll!lllllllll!!llllll!!!llllll!l!llllllllllllll!!!!lll!!!!IIIII 


How  adult  viewers  rank  17  newscasters 


Rank 

Newscaster             Famili 

arity 

1. 

David  Brinkley  (NBC) 

89 

2. 

Chet  Huntley  (NBC) 

88 

3. 

Doug  Edwards  (CBS) 

85 

4. 

Walter  Cronkite  (CBS) 

83 

5. 

Chas.  Collingwood  (CBS) 

61 

6. 

Eric  Sevareid  (CBS) 

50 

6. 

Howard  K.  Smith  (ABC)* 

50 

6: 

Robert  Trout  (CBS) 

50 

9. 

Frank  McGee  (NBC) 

42 

9. 

Ray  Scherer  (NBC) 

42 

11. 

Martin  Agronsky  (NBC) 

36 

12. 

Richard  Hottelet  (CBS) 

36 

13. 

Bill  Shadell  (ABC) 

33 

14. 

Edwin  Newman  (NBC) 

28 

15. 

J.K.M.  McCaffery  (NBC) 

26 

16. 

Charles  Kuralt  (CBS) 

19 

16. 

Bill  Leonard  (CBS) 

19 

Rank 


Newscaster 


TvQ  Score 


1.     David  Brinkley  (NBC)         55 


1.     Chet  Huntley  (NBC) 


55 


3.  Walter  Cronkite  (CBS)       36 

4.  Doug  Edwards  (CBS)         33 

5.  Howard  K.  Smith  (ABC)     26 


6.    Frank  McGee  (NBC) 


24 


7.     Eric  Sevareid  (CBS) 


22 


8.     Ray  Scherer  (NBC) 


21 


9.     Robert  Trout  (CBS) 


20 


10.  J.K.M.  McCaffery  (NBC)    19 

11.  Edwin  Newman  (NBC)       18 


12.     Richard  Hottelet  (CBS)      17 


12.  Martin  Agronsky  (NBC)  17 

14.  Chas.  Collingwood  (CBS)  16 

14.  Charles  Kuralt  (CBS)  16 

14.  Bill  Leonard  (CBS)  16 


Average 


49 


17.     Bill  Shadell  (ABC) 
Average 


15 

25 


\i    i  BS    wh(  n     '"  lv   was   made. 


Public's  liking  ten  newsmen  ,r<n  measured  in  Il'Q's  Performei  Popu- 
larity Study,  May  1961.  "Q-score"  represents  the  percentage  of  persons 
familiar  with  a  performei  who  consider  him  in  be  "one  <>f  my  favorites." 


IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIiililiilllllllllllllilllllllllllllllllllllllllM 


IIIIIIIIIIIIIIIIIIIIIIIP 


many  instances  has  been  outscored 
by  NBC  News  in  both  news  and 
public  affairs  programs  and  it  was 
therefore  interesting  to  see  what 
its  present  dynamic  chieftain  Rich- 
ard S.  Salant,  president,  CBS  News 
had  to  say  in  response  to  the  quest- 
ion, "Does  tv/radio  news  need  the 
star  system?"  In  Salant's  mature 
opinion,  broadcast  journalism  inev- 
itably emphasizes  individual  news- 
men because  the  camera  and  the 
microphone  create  an  obviously 
closer  public  identification  with 
the  reporters  than  does  cold  type. 

"But  the  basic  requirement  is 
still  objective,  accurate,  honest 
first-hand  reporting,  as  in  any 
journalistic  medium,"  Salant  told 
sponsor.  "Therefore,  the  best 
broadcast  journalists  are  those  with 
deep  roots  in  news,  men  who  are 
primarily  dedicated  to  the  best 
possible  exposition  of  the  current 
news  and  the  need  for  illumina- 
tion." 

Can't  be  cast.  "There  are  cer- 
tainly no  major  network  corre- 
spondents I  know  of  who  became 
stars  because  someone  cast  them 
for  the  role,"  Salant  said. 

Style  and  personality,  in  Salant's 
judgment,  are  only  a  means  to 
understanding — not  the  end  itself." 
"When  the  viewer  has  watched  a 
television  news  broadcast,  the 
journalist's  aim  is  achieved  if  the 
viewer  remembers  and  thinks  about 
the  content  of  the  news,  rather  than 
about  what  a  character  the  news- 
man is,"  Salant  concluded. 

Observers  in  the  industry  view 
the  ABC  News  lineup  of  "attrac- 
tions" as  definitely  improved  since 
James  C.  Hagerty  became  ABC 
v.p.  in  charge  of  news,  special 
events  and  public  affairs.  Hagerty 
told  sponsor  that  many  of  his  news- 
men were  turning  into  "stars"  as 
a  result  of  their  popularity  with 
viewers.  Hut  Hagerty's  real  empha- 
sis, since  he  came  to  ABC  News,  has 
been  to  hire  trained  reporters  who 
know  I  heir  business  and  who  when 
they  go  on  the  air  can  rightfully 
say:  "I  was  there.  I  saw  it  happen 
and  this  is  what  happened." 

No  change  in  his  views.  Asked 
if  he  thought  some  radio  tv  net- 
works and  stations  were  still  put- 
ting too  much  emphasis  on  what  he 


30 


SPONSOR    17  septemdkr   1962 


h.ul  once  termed  "well-modulated 
voices  and  nice-looking  faces," 
Hagerty  replied:  "I  still  haven't 
changed  my  basic  views.  Televi- 
sion should  have  more  reports 
from  men  on  the  scene  than  they 
have  had  in  the  past.  It  is  the  more 
honest  way  to  cover  the  news." 
Hagerty  also  was  well  aware  of  the 
need  for  anchor  men  "to  put  things 
together."  It  is  these  anchor  men 
who  eventually  become  stars,"  he 
said. 

The  former  press  secretary  to 
President  Eisenhower  thought  that 
ABC!  News  reporters  were  definitely 
winning  their  way  to  the  top.  With 
pride,  he  said,  "In  three  or  four 
years,  our  boys  will  be  as  well 
known  as  any  of  the  names  of 
today." 

Among  the  ABC  News  "head- 
liners"  as  Hagerty  sees  it,  are  such 
stalwart  anchor  men  as  Alex  Dreier, 
Roger  Sharp,  Ron  Cochran  and 
Rill  Shadell.  Other  "stars."  in 
Hagerty's  opinion,  are  such  trained 
working  reporters  as  Jules  Berg- 
man, whose  specialty  is  science; 
John  Scali,  who  covers  the  State 
Department,  and  William  H.  Law- 
rence, former  New  York  Times 
man,  now  covering  the  White 
House  for  the  network.  Also  "wait- 
ing in  the  wings"  and  ready  to 
click  with  viewers  are  such  out- 
standing reporters  as  John  Rolf- 
son,  in  Washington;  Lou  Cioffi, 
chief  ABC  News  European  corre- 
spondent working  out  of  Paris; 
Sidney  La/ard,  also  out  of  Paris, 
and  Charles  P.  Arnot,  from 
Nairobi.  "In  fact,"  says  Hagertv. 
"any  one  of  our  overseas  men 
should  become  stars  shortly."  Hag- 
erty also  singled  out  Bill  Lord  and 
David  Jayne  as  young  newsmen 
destined  to  go  places  in  broadcast- 
ing. 

In  depth.  Hagerty  said  that  all 
networks  have  increased  their  in- 
depth  reporting.  When  he  joined 
ABC  News  about  a  year  and  a  half 
ago,  Hagerty  said  one  of  his  goals 
was  to  build  "a  pretty  damn  good 
news  department."  sponsor  last 
week  asked  him  how  far  he  had 
gotten.  "We're  about  one-third  of 
the  way  finished  in  our  reorganiza- 
tion of  the  news  department."    He 


High  scorer  for  CBS  News  is  this  veteran  news  observer 

CBS   newsman   Walter  Cronkitc,   who   possesses   a   vast    newspaper    background, 
emerged  third  in  the  May,  1961,  Q-scores  of  various  network  news  commentators 


Now  seen  on  90  stations  with  flock  of  regional  spensors 

Reporters  on  the  scene  are  featured  on  the  ABC  News  I  inal  now  presented  over 
90  stations,  with  Bill  Shadell  as  anchor  man.  News  Final  is  M-F  11  p.m.  feature. 


also,  at  that  time,  spoke  of  some 
domestic  problems,  notably  Hunt- 
ley and  Brinkley  at  NBC,  and  Doug 
Edwards  and  Walter  Cronkite  at 
CBS.  "I  still  have  those  problems, 
although  Ron  Cochran  is  doing  an 


excellent  job  Eoi  us,"  Hagerty  said 
last  week.  "And  out  1  I  o'clock 
show  with  Bill  Shadell  as  anchor 
man  is  coming  along  nicely.  With- 
out bragging,  at  least  the  other  two 
networks  know  we  are  around." 


SPONSOR/ 17    SEPTEMBER    1962 


31 


All  agree  first  hand  reporting  is  essential 


TV/radio  Newsmen  with  roots  in  news  are  best,  says  Dick  Sal  ant  (1),  pres.,  CBS  News;  Jim  Hagerty  (c),  v. p.,  news,  ABC,  says 
staffers  must  know  their  trade;  Bill  McAndrew  (r),  exec.  v. p.,  NBC  News,  says  effect  of  tv  stardom  is  greater  than  in  print 


Weak  in  production  sector.  Hag 
erty  said  the  next  thing  he  would 
concentrate  on  was  production. 
"We  are  weak  in  this  department," 
he  observed.  "We  couldn't  tackle 
this  problem  until  we  had  the  man- 
power. Now  we've  got  the  man- 
power and  we're  ready  to  go  ahead." 

Asked  if  there  are  any  broadcast 
newsmen  on  any  of  the  three  net- 
works who  exaggerate  and  sensa- 
tionalize, Hagerty  said  succinctly: 
"There  are  none  on  our  network!" 

In  answer  to  sponsor's  question, 
Sig  Mickelson,  former  head  of  CBS 
News,  said  "yes — but  only  if  you 
add  the  companion  need  of  broad- 
cast news,  competent  reporting." 

Mickelson,  who  is  now  Director 
of  Overseas  Development,  Time- 
Life  Broadcast,  Inc.,  and  a  v.p.  of 
the  broadcasting  division  of  Time 
Inc.,  added:  "Certainly  the  day  of 
the  pear-shaped  tone  'expert,'  whose 
eyes  and  ears  were  the  property  of 
a  hired  hand,  has  passed.  Today  a 
broadcast  correspondent  has  to  be 
as  competent  at  his  craft  as  a  print 
reporter,  and  he  has  to  be  a  star  to 
attract  and  communicate  with  his 
audience,  as  well.  Broadcasting  can 
make  stars  out  of  keen  reporters,  in 
fact  it's  inevitable  that  the  good 
reporter  who  can  communicate  will 
become  a  star.  Broadcasting  won't 
tolerate  the  phony,  the  shoddy  or 
the  pretentious." 

A     superficial     answer     to     the 


sponsor  question  is  'no'  according 
to  Richard  E.  Cheverton  of  WOOD, 
WOOD-TV,  Grand  Rapids,  and 
president  of  the  Radio-Television 
News  Directors  Association. 

Gheverton  told  sponsor  that  if  a 
star  were  a  necessary  ingredient  in 
news  programing  then  most  com- 
munity and  local  news  programs 
would  not  be  successful.  A  com- 
plete answer  is  more  complicated, 
he  thought,  explaining  that  at  the 
community  level  and  even  more  so, 
nationally,  the  person  who  presents 
the  news  will  be  accepted  by  large 
numbers  of  people  and  will  become 
well  known  to  the  community.  Ac- 
cording to  Cheverton,  if  he  is  effi- 
cient, knowledgeable  and  is  dis- 
pensing a  solid  news  product  he 
will  be  in  greater  demand  and  will 
become  more  'saleable.'  When  that 
happens,  to  some  degree,  a  "star" 
has  been  developed,  Cheverton 
declared. 

"Certainly  news  will  persist  if  it 
is  accurate,  well-prepared  and  de- 
pendable," Cheverton  continued. 
"But  all  of  us  have  heard  good 
newscasts  butchered  by  inept  an- 
nouncers and  we've  heard  super- 
ficial newscasts  given  stature  by  the 
abilities  of  the  announcer. 

News  as  company  product. 
"The  real  problem  may  be  implied 
in  sponsor's  question.  There  is  the 
inference  that  the  'star,'  not  the 
news   content,    is    indispensable    to 


the  audience.  That  philosophy  has 
been  voiced.  When  a  company 
hands  over  its  news  product  to  a 
"star"  it's  asking  for  trouble.  News 
must  be  a  company  product.  The 
credit  for  its  excellence  should  ac- 
crue to  the  company — to  the  news 
department  behind  the  star,  to  the 
management  that  made  excellence 
possible,  to  the  corporation  and  to 
the  'star.'  Hitching  news  program- 
ing to  a  'star'  without  considering 
the  other  operating  necessities,  is 
like  trying  to  sell  a  car  with  a  shiny 
finish,  but  without  a  motor." 

Hagerty  is  not  alone  in  insisting 
that  broadcast  newsmen  maintain 
a  more  direct  association  with  the 
fast-breaking  stories  they  are  report- 
ing. Similar  views  have  been  ex- 
pressed by  Lee  Hanna,  director  of 
news  and  special  events,  WNEW, 
N.Y.  Hanna,  who  operates  what 
experts  regard  as  one  of  the  best 
news  dispensing  organizations  on  a 
metropolitan  level,  told  sponsor 
that  "we  need  a  star  system  in 
broadcast  news,  but  the  question  is 
one  of  definition." 

"If  we  mean  by  'star'  a  man  who 
delivers  the  superficial  virtues  of  a 
serious  mien  and  stentorian  tones 
as  a  substitute  for  lucid  thinking, 
solid  writing,  and  honest,  trust- 
worthy presentation  of  the  facts, 
then  the  answer  must  be  no,"  Han- 
na insisted.  "We  have  too  many 
of  them.  Today,  in  too  many  cases. 


32 


SPONSOR     17   SEPTEMBER    1962 


the  'star'  newsman's  only  close  as- 
sociation with  the  news  is  the  prox- 
imity of  his  office  to  the  newsroom.'' 

Need  for  personalities.  As  Han 
na  saw  it,  broadcast  news  definitely 
needs  personalities — attractive  men 
with  whom  an  audience  can  iden- 
tify, but  the  genuine  star  of  broad- 
tut  news  must  be,  Hanna  reitei 
ated,  a  newsman  who  steps  out, 
touches  life. 

"He  must  be  one  who  covers 
some  of  the  stories  he's  called  upon 
to  talk  about.''   Hanna  said.     "He 


must  be  a  man  who  has  thoughts  ol 

his  own  and  the  initiative  tO  scan  li 

out  hidden,  unrecognized  pertinent 
facts;  who  unearths  l>\  diligent  re- 
search, and  is  spurred  on  l>\  active 
curiosity.  He  must  be  a  man  who 
lias  rediscovered  the  rare  arl  <>l 
writing  for  the  eai  —making  a 
phrase,  conjuring  an  image,  evok 
ing  emotion.  But,  in  many  cases 
tin   industry  has  given  up. 

"It's  been  said  too  often  there  are 
no  new  Murrows  and  I  routs  and 
(aonkites;  that  Hun(lc\  and  Brink- 


ley  are  the  last  ol  the  breed  [n 
some  quai  ters,  we've  tui  ned  in  des 
pi  in  ion  to  newspapei  men  l  h< 
fact  that  they  are  frequently  unable 
to  write  'listenable'  copy         .or 

ai  in  ulate    a    thought,    is    |»ul    aside 

wmIi  the  sopoi  ifii .  'at  least  they 
know  iIk  ii  business.'  I  he  Eai  I  thai 
they  don't  know  oui  business 
doesn't   seem   to  mattei .     I   reject 

that  attitude  as  spei  ions,  as  ,m  the 
attempts  to  |><iss  oil  an  announce! 

as  a  newsman.     Yes,  we  do  need 
(Please  tmn  to  page  48) 


CBS  cites  radio  success  formula 


►  Reveals  results  of  year-long  station  probe 

►  Market  size  doesn't  bear  on  rating 

►  News-community  affairs  decisive  factors 


What  makes  a  radio  station  tops 
in  its  market?  CBS  Radio,  in 
a  year-long  study  of  its  own  affili- 
ates in  38  Pulse-measured  markets, 
has  come  up  with  what  it  considers 
some  of  the  answers. 

Fred  Ruegg,  vice  president,  sta- 
tion administration,  synthesized 
successful  station  operations  for  the 
network's  Affiliates  Assn.  last  week. 

An  active,  interested  manage- 
ment would  seem  to  be  the  prime 
common  denominator  of  success, 
the  network  found.  And,  among 
the  rating  leaders,  all  of  the  fol- 
lowing characteristics  prevail: 
strong  participation  in  community 
life  (cited  by  82%  of  the  success- 
ful stations  as  decisive) ,  a  good 
local  news  operation  (82%), 
strong  established  personalities 
(64%),  a  middle-of-the-road  music 
policy  (68%),  play-by-play  ac- 
counts of  sports,  comprehensive  au- 
dience   promotion    efforts     (77%). 

Strong  morning  ratings  proved 
vitally  important  to  total  all-day 
leadership. 

All  the  above  are  merely  tools 
used     to     achieve     an     attractive 


"Sound."  the  one  most  important 
ingredient  necessary  for  domi- 
nance in  ratings.  Each  of  the  suc- 
cessful  stations  visited  by  the  net- 
work field  team  had  "a  vital  sound, 


<m  interesting  and  interested  sound 
.  .  .  A  high  degree  of  professional 
quality   was  apparent." 

For  those  stations  which  tend 
to  rationalize  low-rated  positions 
this  deflating  note  emerged  from 
the  study:  the  relative  audience 
positions,  of  the  leading  stations 
are  not  affected  by  such  factors  as 
market  size,  dial  position,  trans- 
mitting power,  years-on-the-air, 
number  ol  competitors,  joint  own- 
ership, oi  population  changes.    ^ 


Execs  examine  study  of  successful  stations 

ln<l  Ruegg,  CBS  Radio  v.p.,  station  administration  discusses  study  he  conducted 
with  W.  Thomas  Dawson,  \  .]>..  in  I  on  nation  services  and  I  larper  Carraine,  research 
dir.      Seen    (1-r):    Rue»».    network    pres.    \ithm    Hull    Hays    Carraine,   Dawson 


SPONSOR      17    SEPTEMBER    1962 


33 


Getting  the  right  pitch  for  Beneficial  commercial 

Trying  new  jingle  are    (1-r):   Mike  Fitzmaurice,   anncr.;   Darlene  Zito,  singer;  A.  E.  Mockett,  Beneficial's  ad  director;  Phil 
Davis,  composer,  and   from  the  Al  Paul  Lefton   ad  agency,   G.  F.  Lathrop,  v.p.;  R.  J.  Herts,  sen.  v. p..  and   A.  Ross.  v. p. 

Beneficial  users  'parade'  psychology 


►  Growth  of  finance  firm  parallels  medium's  use 

►  New  holiday  jingles  mark  start  of  8th  year 

►  Customer  'parade'  hears  352,000  messages 


"W 


:  are  advertising  to  a  pa- 
rade," is  the  way  Alfred  E. 
Mockett,  advertising  director  of 
Beneficial  (Finance)  Management 
(  "i  p.,  looks  at  his  company's  radio 
campaign  of  352,000  minute  com- 
mercials a  year. 

As  the  nationwide  loan  company 
prepares  to  begin  its  eighth  year  of 
radio  advertising  with  new  holiday 
jingles  1  November  on  328  stations 


in  about  250  markets,  Mockett  dis- 
(  usscd  the  coming  and  going  groups 
in  this  line  of  march. 

"We  find  the  way  to  reach  the 
type  of  consumer  we  have  to  reach 
is  through  radio."  he  said.  "This 
is  a  fluid  market — a  parade — some 
people  tome  into  the  market  for  a 
loan  today,  and  tomorrow  it  is 
anot Iter  group. 

"Newlyweds,  or  people  who  l>u\ 


new  appliances  on  the  installment 
plan  often  need  small  loans.  While 
they  are  coming  into  the  market, 
others  are  graduating  out  of  the 
loan  market,  such  as  families  which 
increase  their  income.  Then  too, 
deaths  are  part  of  the  change." 

Although  tv  and  print  supple- 
ment the  year-round  radio  cam- 
paign to  reach  these  consumers  in 
sonic  markets,  Mockett  indicated 
that  radio  will  continue  to  be  the 
prime  medium  as  the  company 
continues  to  grow:  "As  our  com- 
pany  expands,  so  will  our  radio 
advert  ising." 

Great  strides  have  been  made  in 
the  last  two  years,  and  beneficial 
now   has    1,342   Offices   in    18   of  50 


34 


SPONSOR/ 17    SEPTEMBER    1962 


siatcs  (excluding  Arkansas  and 
Delaware),  Quebec,  London,  Syd- 
ney, and  Melbourne.  In  1961, 
Mockett  revealed,  1,538,589  (  usto- 
lncis  borrowed  $776,424,063. 

The  musical  commercials  are 
composed  by  Phil  Davis,  president 
of  Phil  Davis  Musical  Enterprises, 
Inc.,  New  York. 

In  1959,  Davis  said,  Benefit  i.i I 
Finance  decided  to  switch  from  its 
straight  live  copy  announcements 
to  a  musical  commercial.  The 
theory  was  that  additional  warmth 
and  public  understanding  would 
be  conveyed  via  the  musical  notes. 

Message    seeps    in.     Often    a 

musical  commercial  does  this  1>\ 
innuendo,  Davis  stated.  "For  ex- 
ample, the  lyrics  and  music  of  a 
service  commercial,  like  Beneficial 
Finance,  go  beyond  the  literal. 

"A  man  m;i\  have  a  pressing 
financial  problem,  which  may  or 
in. iv  not  be  in  the  forefront  of  his 
consciousness,  but  from  which  he 
basically  seeks  relief. 

"Literally,  this  is  a  serious  situa- 
tion; yet,  to  write  lugubrious  lyrics 
or  music  would  deepen  the  severity 
of  the  pressure.  So  the  musical  com- 
mercial producer  does  the  inverse. 
He  composes  happy  lyrics  and 
music  that  suggest  to  the  listener  a 
possible  happy  solution  to  his  prob- 
lem. 

"For  example,"  Davis  continued, 
"interspersed  between  the  voice  of 
the  announcer  and  the  music  of 
the  commercial,  you  hear  the  fol- 
lowing cheerful,  optimistic  lyrics: 
Call  tor  nionev  the  minute  \ou 
want  it." 

Above  all.  Davis  said,  the  com- 
mercials "do  not  try  to  be  too  cute, 
funny  or  wa\  out."  (One  of  the 
new  commercials  is  included  at  the 
end  of  the  article.) 

"You  iant  be  smart-alecky  with 
the  public,"  affirmed  Robert  J. 
Herts,  senior  vice  president  of  the 
Al  Paul  Lefton  advertising  agency 
which  handles  the  account.  "You've 
got  to  learn  to  say  the  obvious  well, 
and  that  isn't  always  easy.  The  rea- 
son is  this:  to  the  borrower,  bor- 
rowing is  a  serious  matter.  It  isn't 
a  joke,  or  like  buying  ice  cream." 

Davis  explained  further  that  the 
commercials    are    written    "instru- 


mental!) to  sound  happ)  l>\  the  use 
ol  the  ( eleste,  ok  hesti a  bells,  oi 
bright,  ga)  woodwinds  and  noth- 
ing in  ,i  uiiiioi  ki -\." 

I  le  added  thai  .is  different  sea- 
sons ioll  around,  different  Lead-ins 
are  used. 

I  he  (  oilllllel  i  l. lis  lllllsl  he  writ- 
ten in  iwo  versions,  Mocketl  said, 
the  California  version  and  the  sys- 
tem version.  He  explained  ih. ii 
the  messages  uuisi  be  worded  a 
little  bit  differently  foi  use  in  Cali- 

loinia    to   COmpl)    with    that   stale's 

small-loan  law,  which  differs  slight 

ly  from  similar  laws  in  other  states. 

The  essential  difference,  Mockett 
pointed  out,  is  that  in  California 
the  wording  must  say  clearly  in 
some  in. inner  that  one  "applies  for 
cash"  and  "it  approved"  oi  "when 
approved"  he  picks  it  up  at  liene- 
ficial. 

The  messages  are  also  translated 
into  four  languages.  They  are 
Spanish  for  use  in  New  Mexico; 
French  in  Quebec,  and  Philippino 
and   Illoccano  in    Hawaii. 

The  markets  in  which  the  com- 
mercials are  aired  are  selected  by 
the  agency's  media  research  depart- 
ment. The  media  researchers  also 
decide    whether    a    market    should 


use  one  oi  two  i  adi<  i  stai  i«  >ns.  i  v  or 

pi  ml ,  oi    hi  In  i    mi  ih. i 

I  wo  oi  more  stai  ions  are  usually 
used  iii  metropolitan  areas      In  a 

sin. ill    in. ii  Let,   tWO   si. in. ins   iii.i\    In 

used.    l-oi  instant e,  w here  one  sta 
Hon  dominates  the  moi  ning  listi  □ 
ership,  and  anothei   station  domi- 
nates the  evening  audieni  e,  Bi  n< 

in  i.ii   would  split  iis  s<  hedule  be 
tween  the  two  stations. 

I  he  c  ommen  ials  although 
aired  "around  the  dock"  —  are 
sc  heduled  mostly  in  Ik -,i\  j  drive 
nines  .Hid  ai  night.  Stations  are 
selected  according  to  the  "umbrel 
la"  concept — that  of  covering  th< 
area  about  an  office  l>\  the  station 
in  (hat  area.  The  cotnp.un  tries  to 
avoid  ovei  lapping  ol  areas  by  two 

stations. 

Herts  summed  up  these  com- 
bined efforts  as  a  business.  "Bern 
ficial,"  he  said  rhythmically,  "is  in 
the  business  of  selling  money  on 
the  installment  plan.  We  are  anx- 
ious to  sell  merchandise  the  same 
wa\  Macy's  wants  to  sell  suits  or  a 
grocei   peas." 

I  in  ning  I;  oni  t  he  ti  ipii  ol  Bent 
final's    use    of    radio    advertising, 
Mockett   explained  the  company's 
corporate  structure. 


Establishing  basic  mix  of  orchestra  and  vocal 

In  Aura  Recording  control  room  where  jingles  were  recorded  are    (1-r):   Jack  B. 
Creamer,  mgr.  Lefton's  radio/tv  dept.;  Herb  Kaplan,  Aura  pres.,  and  Phil  Davis 


SPONSOR/ 17    SEPTEMBER    1962 


35 


The  corporate  set-up.  The  par- 
ent body,"  he  said,  "is  Beneficial 
Finance  Co.  A  subsidiary  of  that 
is  Beneficial  Management  Corp.,  of 
which  I  am  the  advertising  director. 
All  1,342  loan  offices  also  are  sub- 
sidiaries. Beneficial  Management 
Corp.  furnishes  advertising,  ac- 
countants, and  other  services  to 
these  loan  offices. 

"In  addition  to  this,"  Mockett 
continued,  "Western  Auto  Supply 
Co.  has  merged  with  Beneficial, 
and  is  also  a  subsidiary.  The  com- 
pany has  480  stores  throughout  the 
U.  S.,  and  3,737  associated  stores. 

"With  Western,  this  brought 
Beneficial's  consolidated  net  income 
for   1961   to  .$32,723,000,"  he  said. 

As  mentioned  above,  the  follow- 
ing is  one  of  the  new  Beneficial 
jingles.  This  message  will  be  heard 
about  two  weeks  before  Christmas. 
SOUND:  CELESTE  BACKGROUND 
ANNCR:  Feel  a  tingle? 

Feel  a  glow? 

Well,  it's  the  holiday  season, 

Don't  you  know! 

High  time  for  shopping 

And  so  much  to  do; 

High  time  for  the  holiday 

Cash  you  want  too! 

So  call  Beneficial 

Finance  Company 

Get  your  holiday  cash  double 
fast — 

Yes-sir-reel 

At  Beneficial  Finance 

All  it  takes  is  one  call, 

Then  come  in  and  pick  up  your 
cash — 

That's  all! 

And  you'll  find  the  service 

Has  a  holiday  touch — 

With  a  friendly,  warm  welcome 

And  a  'thank  you  so  much! 

So  the  minuie  you  want  holiday 

Cash  this  season — 

/■<>i  shopping  or  bills  or 

For  any  good  reason — 

Beneficial  Finance 

I\  the  place  to  go, 

Cause  it's  high  time  for  holiday 
cash 

Don't  you  know! 

And  you  know  how  the  girl  sings 
it 

In  the  Benefit  Nil  time — 
GIRL:  Call  fot    money  the  minute 

you  want  it! 
MAN:  Beneficial  Finance  Com  puny. 


A  timebuyer  sounds  off 


Disorganization  in  the  media  department 
Slim  budget  campaigns  give  headaches 
The  pay  could  be  a  lot  better  than  it  is 


ii\l  ou  know,  I  like  my  job,"  said 
I  a  timebuyer  recently,  "but 
some  weeks  are  just  murder.  I  get 
up  in  the  morning  feeling  great, 
but  five  minutes  after  I  get  in  the 
office  it  starts.  I  want  to  growl  at 
my  secretary,  hang  my  boss  in  ef- 
figy, and  take  a  sock  at  the  first  rep 
who  walks  in." 

Having  been  a  buyer  for  several 
years  at  one  of  the  top  10  agencies 
in  the  U.  S.,  he  knows  from  experi- 
ence that  these  complaining  moods 
last  for  two  or  three  weeks,  not 
days;  and  that  they  arise  at  all  for 
several  reasons,  not  just  one. 

monsor  asked  this  buyer  if  he 
could  name  his  10  biggest  beefs,  if 
we  promised  not  to  name  him — 
and  he  gleefully  agreed.  All  the 
while  insisting  that  he  was  crazy 
about  his  job,  in  spite  of  the  griev- 
ances. 

Doggoned    disorganized.      One 

of  the  most  fundamental  problems 
is  that  the  media  department  is  so 
doggoned  disorganized.  We've  got 
estimating  on  one  floor,  media  di- 
rectors on  another,  timebuyers  on 
a  third  .  .  .  oh  brother!  Actually 
it's  not  that  everything  is  disorgan- 
ized; it  just  looks  thai  way.  It's 
basically  a  lack  of  communication. 
And  all  levels  share  the  responsi- 
bility for  that  problem.  It's  not 
management  alone." 

A  gripe  that  is  less  solvable 
seems  to  be  the  work  load.  "It's 
feast  oi  famine,"  sa\s  the  buyei 
"( )ne  week  I'm  swamped  with  ac- 
tion ( li<  kin"  on  evei  y  single  ai 
(ouiii  I  work  on.  Two  weeks  later, 
my  offi<  e  is  .is  quiel  as  a  <  hurt  h  on 
weekdays.  I'm  sine  glad  the  peaks 
and    valleys   complemenl    one    an- 


other, but  it's  a  ragged  existence. 
During  the  heavy  weeks  I  have  to 
work  a  lot  of  overtime,  which  to 
me  is  a  big  pain  in  the  neck  when 
you  have  to  expect  it  as  a  matter 
of  habit.  If  I  can  do  a  good  job 
I  don't  feel  so  bad;  but  if  there 
just  isn't  enough  time  to  make  the 
effort  count,  I  feel  the  extra  work 
is  worthless." 

Paperwork  problems.  During  the 
tough  weeks  the  paperwork  in- 
volved can  suddenly  turn  into 
mountains,  the  timebuyer  points 
out.  "If  I  can  keep  the  paperwork 
moving  as  it  comes  in,"  he  ex- 
plains, "everything  is  o.k.  But 
when  business  is  heavy  the  paper 
starts  to  pile  up  if  I  don't  watch 
out.  Luckily,  I  can  pass  along  some 
of  these  jobs  to  an  able  assistant: 
but  many  details  I  have  to  follow 
through  myself.  At  times  like  this. 
the  aspirin  bottle  in  my  desk  draw- 
er is  always  on  call." 

The  station  representatives  fre- 
quently complete  each  crisis,  says 
the  buyer,  because  many  of  them 
listen  to  orders  with  their  ears 
closed.  "For  instance,  when  it 
comes  to  a  campaign  for  a  client 
thai  doesn't  want  to  spend  a  lot  of 
money,  I  tell  the  rep  this.  'This 
one  is  a  very  limited  budget,'  I 
tell  him.  And  what  do  you  think 
at  leasi  65"  ,  of  these  reps  come  up 
with?  Five-plan  rates,  eight-plan 
rates.  I  can't  go  along  with  these 
schedules.  There  isn't  enough 
money,  I  tell  the  rep  this.  The 
client  has  a  very  limited  budget. 
And  what  do  you  think  at  least 
65%  of  these  reps  come  up  with? 
Five-plan  rates,  eight-plan  rates.  I 
can't    !M>    along    with    these    sched- 


;., 


SPONSOR      17    SEPTFMIUR     1962 


and  reveals  his  10  biggest  beefs 


ules.  There  isn't  enough  money  in 
the  budget  to  buy  enough  spots  per 
week  to  even  earn  the  discount. 
So  we  have  to  start  all  over  again 
until  the  rep  is  clear  that  what  I 
asked  tor  the  first  time  is  what  I 
really   want." 

Some  reps  often  foul  up  on  de- 
tails, he  complains,  causing  him 
extra  work  that  he  feels  shouldn't 
be  necessary.  "When  I  order  a 
schedule,  I  would  think  it  is  the 
obligation  of  the  rep  to  get  back  to 
me  as  soon  as  possible  on  whether 
the  order  will  go  through.  But  do 
you  think  most  of  them  do?  Nat- 
urally not.  I  have  to  call  to  find 
out." 

The  movement  of  paperwork 
from  the  rep  (i.e.,  written  confir- 
mation of  the  order)  ,  is  often  slow 
coming  to  the  agency,  even  though 
the  buyer  has  a  verbal  confirma- 
tion. "I  can't  really  get  the  buy 
moving  in  my  office  until  the  con- 
firmation comes  back  in  black  and 
white." 


Hut  the  rep  doesn't  take  all  the' 
timebuyer's  wrath.  The  client 
dimes  in  for  a  few  knocks,  too. 
"Worst  of  all  sins,"  the  buyer  de- 
c  l.itcs.  "is  the  one  committed  when 
the  client  walks  through  the  door, 
sits  down  by  my  desk,  and  tells  me 
exactly  the  kind  of  media  sc  hedule 
he's  worked  out.  I  ma)  have  wide 
or  slight  disagreement  with  him, 
hut  it's  often  expedient  politically 
to  express  good-natured  approval. 
Sometimes  changes  can  be  made, 
but  its  when  they  can't  that  you 
feel  like  your  stuck." 

Knowledge  gap.  A  real  big  prob 
lem,  says  our  timebuyer  spokes- 
man, is  the  utter  confusion  that 
stems  from  the  lack  of  media 
knowledge,  which  seems  to  be  in 
order  with  so  many  of  the  current 
crop  of  account  execs. 

A  lot  of  time — not  to  mention 
effort — is  wasted  because  too  often 
an  account  man  doesn't  know  the 
difference  between  "reach"'  and 
"frequenc  y." 


\s  a  result  a  request  is  issued  Eoi 
a  detailed  compilation  <>|  "reach" 
data  and  "aftei  spending  hours 
digging  up  the  stuff  and  then  doing 
it  up  in  readable  order,  you  find 

out    that    uli.it    he    wanted    in    (lu 

first     plate    was    information     on 
"frequency." 

On  the  subject  of  salary,  the 
buyer  at  fust  remarked  that  "it 
could  be  better,  it  could  be  worst 
But  when  asked  how  much  worse, 
he  admitted  "not  much."  I  he 
fastest  way  to  more  money  is  a  pro- 
motion in  rank,  he  says,  but  the 
competition  is  stiff  and  the  boss 
can  afford  to  be  pretty  selective. 

The  curious  thing  about  the 
timebuyer  is  that  no  matter  how 
many  gripes  he  gathers,  he  plainly 
Loves  his  job.  "In  spite  of  all  the 
complaints.  1  still  think  I'm  in  the 
most  interesting  business  around. 
When  40  years  have  chopped  off 
the  calendar,  media  buying  will  be 
just  as  fascinating  to  me  as  it  is 
today."  ^ 


The  10  biggest  gripes  a  timebuyer  has  about  the  job  he  loves 


l. 


The  media  department.   "It  always  seems  to  be  in 
a  state  of  disorganization  .  .  .  poor  communication." 


2. 
3. 


The  pace.  'It's  a  pain  in  the  neck.    I'm  buried  in 
work  for  two  weeks  .  .  .  nothing  to  do  the  next." 

The  pay.   "It  sure  couldn't  be  much  worse!    I'd  like 
to  have  more,  but  the  boss  keeps  putting  me  off." 


The  clients.  "Sometimes  they  walk  in  with  their  own 
media  plans.    I  know  they're  off,  but  can't  say  so." 


5. 


The  reps.    "Some  salesmen  won't  follow  through 
after  the  order  to  confirm.    I  have  to  keep  calling. 


6 


Paper  work.   "It's  pretty  much  of  a  necessity.    If  it 
piles  up  it's  a  real  problem.    I  try  to  clear  it  fast." 


7. 
8. 


Reps  again.  "They're  often  too  slow  with  their  end 
of  the  paper  work,  especially  written  confirmation." 


Tight  budgets.   "I'm  fed   up  with   reps  who   pitch 
5-plan,  8-plan  rates  when  I  have  a  tight  budget." 


9. 


The  account  executives.  "A  lot  of  them  lack  media 
training  and  this  leads  to  much  misunderstanding. 


10. 


Poor  communication  with  clients,  account  men. 

"Often   there   is  confusion  and  wasted   effort." 


SPONSOR      17    SFPTKMUER    1962 


'ijiiiiiiii: 


Cosmetic-toiletries  advertising— %  change  1961  vs  1956 


Spot  tv 
Network  tv 


+74'0 


44  % 


Magazines 


30% 


Newspapers 


13° 


0 


Use  of  spot  tv  by  the  mushrooming  cosmetic-toiletries  industry  has  increased  faster  than  for  any  other  medi- 
um. Spot  expenditures  jumped  from  $29.3  million  in  1956  to  $51.  million  in  1961,  for  a  74%  increase.  Net 
i\   was  also  up  44%  to  $74.2  million  over  the  same  period.  Magazine  expenditures  up  little,  newspapers  down 


IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIB 


Cosmetic  sales  zoom  with  tv  spot 


►  Sales  up  $612  million  in  4  years 

►  Television  dominates  all  media  budgets 

►  74%  gain  for  tv  spot  alone 

►  Called  "most  ad-conscious"  industry 


Striking  evidence  of  the  effective- 
ness of  tv,  and  particularly  of 
spot  tv,  in  what  has  been  called 
America's  "most  advertising-con- 
scious industry"  —  the  cosmetic- 
toiletries  field,  is  revealed  in  a 
comprehensive  new  study,  recently 
released  by  the  Television  Division 
of  the  Edward  Petry  Company. 

Titled,  "Scented  with  Success," 
the  Petry  report  details  both  gen- 
eral media  history  1956-1961  for 
the  scrambling  cosmetic-toiletries 
industry  (which  showed  a  50% 
sales  gain  of  $612,000,000  in  the 
period)  and  also  provides  capsule 
■  isc  history  treatments  of  a  num- 
ber of  leading  advertise)  s  in  the 
field. 

Speaking  of  the  study,  Petry's 
exe<    \  p,  Martin  I     Nierman  s;i\s. 


"This  highly  promotion-conscious 
industry,  with  its  multiplicity  of 
products  is  one  of  the  great  prov- 
ing grounds  of  advertising  media. 
The  broad  expansion  of  cosmetic 
advertising  into  spot  tv,  and  the 
outstanding  sales  performances  re- 
vealed here,  should  have  important 
implications  in  all  consumer  fields, 
as  well  as  special  values  for  toi- 
letries manufacturers  and  then 
agencies." 

For  its  background  data  on  in- 
dustry expenditures,  Petry  has  re- 
lied on  the  Drug  Trade  News 
Brand-by-Brand  Expenditure  I  a 
bles,  and  has  extracted  some  eye- 
popping  figures. 

Between  1956  and  1961,  cosmetic- 
toiletries  investments  in  network  t\ 
jumped   from   $51,761,000   t<>   $74,- 


193,000,  and  in  spot  tv  from  $39,- 
;  7  7.000  to  $51,000,000,  a  gain  of 
44%  for  tv  net  and  74%  for  tv 
spot. 

By  contrast,  industry  expendi- 
tures in  magazines  were  up  30% 
($29,782,000  to  §38,819,000)  and 
in  newspapers  dropped  ($15,673,- 
000  to  $13,643,000). 

In  1961  cosmetic-toiletries  bill- 
ings in  spot  tv  alone  were  almost 
equal  to  those  in  both  print  media 
combined. 

Spot  tv's  growth  is  reflected  in 
all  five  major  divisions  of  the  in- 
dustry. (It  is  the  only  medium  to 
show  increased  percentage  of  budg- 
et in  every  product  group.) 

Percent  jumps.  In  cosmetics,  tv 
spot  showed  an  increase  in  total 
budgets  from  21%  to  30%,  in 
hair  products  from  23%  to  27%, 
in  deodorants  from  33%  to  39%, 
in  perfumes,  fragrances,  and  bath 
preparations  from  38%  to  39%, 
and  in  shaving  products  and  men's 
toiletries  from  18%  to  20%. 

With  the  industry  as  a  whole  in- 
creasing at  a  growth  rate  more  than 
twice  thai  of  the  national  economy, 


38 


SPONSOR/ 17    SEPTEMBER     1962 


and  with  promotion  budgets  l<>i 
cosmetic-toiletries   items   averaging 

15-20%  of  sales,  the  performance 
stories  of  incliviclu.il  companies  are 
probably  the  most  absorbing  fea- 
ture of  the  Petry  report. 

"Scented     with    Success"     divides 

tbese  tv-advertised  products  into 
three  broad  <  lasses  of  spot  tv  users: 
"long  term  supporters,  switchovers, 
and  new  entries." 

Long  term.  Among  the  "long- 
term  supporters,"  Petry  cites  these: 
Ivon.  In  1950  Avon,  the  No.  I 
i 1  'sureties  manufacturer,  had  already 
made  tv  spot  its  principal  door 
opener,  and  was  spending  $1,307,- 
000  for  its  "Avon  Calling"  spots  in 
approximately  50  markets.  By 
1901  it  had  increased  its  spot  tv 
expenditures  nearly  350%,  with  an 
appropriation  of  $4,450,000  in 
more  than  150  markets. 

Arrid.  Six  years  ago  it  was  the 
leading  deodorant  advertiser  in 
spot  tv  with  schedules  in  60  mar- 
kets. In  1961  it  was  active  in  more 
than  130  markets  with  a  spot  ap- 
propriation up  50%  over  1956. 


I  <in,  in.  I  Ins  ( ompany  has  (  on 
sistently  promoted  with  10  sec  ond 
t\  spot  annnouncement.  Over  a 
five-year-period  it  has  mote  than 
doubled  its  spot  tv  investment. 

Switchovers.  Vmong  the  cases 
of  what  Petry  terms  "switchovers," 
it   notes  the  follow  ing: 

fergens.  Six  years  ago  [ergens 
Lotion  divided  its  $1,500,000  budg- 
et between  network  t\  and  maga 
zines.  Its  move  to  spot  t\  began 
in  1958  with  a  switch  oi  some  funds 
into  the  medium.  Last  year,  spot  tv 
accounted  for  two-thirds  oi  [ergens 
$3,000,000  .id  expenditures. 

Helena  Rubenstein.  Tv  viewers, 
familiar  with  Helena  Rubenstein 
spots,  will  find  it  hard  to  realize 
that  this  advertiser  is  a  relative 
newcomer  to  the  medium.  News- 
papers received  the  principal  share 
of  Helena  Rubenstein  advertising 
in  1956,  with  tv  spot  getting  less 
than  5%  of  the  budget.  Last  year, 
Rubenstein  invested  more  than 
50%  °f  Jts  ad  monies  in  spot  tv,  a 
total  of  §1,400,000. 

Maybellinc.      Maybelline     gave 


spot  t\  .i  men  \  16  1,000  oi  its 
budgei  in  1956,  Eai  b<  hind  its  ex 
pendil ures  in  mi  t \  and  ma 
zines.  By  1961 .  howev<  i  ii  had  in- 
i  reased  ibis  figure  moi e  than  ten 
[old,  spoi  i\  dominated  M.i<. bellim 
sales  efforts  with  investments  oi 
$1,866, I. 

Nort  U  a.  Not  eli  o,  .i  new<  omi  i 
in  the  ele<  1 1 1<  shavei  field  iii  1 956 
com  Mil  rated  its  efforts  ai  I  hal  nun 
in  magazines  and  newspapers.  It 
began  testing  i\  spot  in  a  few  iii.n 
kets  in  1958.  Last  yeai  Norelco's 
$2,000,000  plus  t\  spoi  budgei  rep 
i esented  ' >"'  j  oi  us  total  promt i 
tion  expenditures. 

New  entries.  Vmong  the  new 
entries"  in  the  cosmetic-toiletries 
field,  Petry  notes  these  successes 

Alberto-Culver.  L.isi  year  Al- 
berto-Culvei  topped  all  other  cos- 
metic-toiletries ad\ei  tisers  in  t\ 
spot  with  a  whopping  $5,150,090, 
spent  in  promoting  seven  products. 
Back  in  1956,  Culver  was  a  fledging 
in  the  field,  and  put  its  entire 
budget,  §93,000,  in  tv  spot.  As 
sales    built    up    it    used    increasing 


iilllllllllllllH  Illllllllllllllllllllli  ■■:■■::  !n!l!i Illiaillllllllli  ......       .....    .     .    .--; 


This  table,  and  other  computations  in  this  article  on  cosmetics 
and  spot  tv  are  from  the  study  "Scented  with  Success,"  recently 
released  by  the  Television  Division  of  Edward  Petry  and  Company. 
Martin  I..  Nierman,  exec.  v. p.  at  Petry,  says  the  report  Jias  "impor- 
tant implications  for  advertisers  in   all  consumer  product  fields." 

Spot  tv  record  by  major  product  groups 


Product  group 

1956 

1961 

1. 

Cosmetics* 

$8,474,000 

SI  3,363.000 

2. 

Hair  products 

$10,813,000 

S19.9o6.000 

3. 

Deodorants 

S3. 187.700 

S6.999.000 

4.     Perfumes,  fragrances,  bath 
preparations 


S3. 138.000 


$4,645,000 


5.     Shaving  products,  mens  toiletries 

•Includes  creams,  lotions,  powders,  eye  make-up,  and  hand-care  products. 


$3,734,000 


S6.0-15.000 


iiiniiiiuiiiiniiiiiniiiiimiiiiiiiiiiiimiiun 


SPONSOR/ 17    SEPTEMBER    1962 


39 


amounts  of  spot,  and  later  added 
network  tv.  Within  three  years  its 
V-O  5  was  the  largest  selling  wom- 
an's hair  dressing  in  the  field. 

Secret.  P&G  had  this  product  in 
the  test  stage  in  1956  with  spot  tv 
expenditures  of  $25,000.  In  the 
next  few  years,  spot  tv  was  em- 
ployed almost  exclusively  in  ex- 
tending distribution  nationally. 
By  1961,  Secret  had  become  a 
power  in  the  high  competitive  deo- 
dorant held.  It's  spot  tv  invest- 
ment, $2,169,210. 

Matey.  An  overnight  spot  tv  suc- 
cess story,  in  an  entirely  new  toi- 


letry held.  Matey,  a  children's 
bubble  bath  powder,  was  intro- 
duced by  the  J.  Nelson  Prewitt 
Company  in  1960,  via  spot  tv  in  a 
limited  number  of  markets.  With- 
in less  than  a  year  Matey  was  a  red 
hot  item,  backed  by  a  $1,526,880 
spot  tv  campaign  in  over  100  mar- 
kets. Matey's  success  prompted 
Colgate  to  enter  the  held  with  a 
similar  product,  Soaky,  also  heav- 
ily promoted  by  tv  spot. 

Industry  trends.  In  commenting 
on  these  examples  of  cosmetic  spot 
tv  use,  the  Petry  report  says,  "Spot 
tv     growth     leadership     is     being 


liiiiiiiiiiiiHiiiiiiiiintiiniiiiiiiiiiiiiiiiiiiiiiiiiM 

Spot  record  of  20  cosmetic-toiletries  leaders 

1956  spottv*  1961  spottv* 


1 

1. 

Alberto-Culver 

$     93,910 

$5,150,090 

2. 

Avon  Products 

1,307,680 

4,540,460 

3. 

Gillette 

1,533,000 

4,386,190 

4. 

Bristol-Myers 

292,000 

3,083,710 

I 

5. 

Carter  Products 

3,332,200 

2,980,930 

6. 

Andrew  Jergens 

2,540,400 

7. 

Procter  &  Gamble 

668,260 

2,416,920 

1 

8. 

Colgate-Palmolive 

1,512,730 

2,381,210 

I 

9. 

North  American  Phillips 

2,045,830 

10. 

Maybelline 

163,030 

1,866,060 

11. 

Helene  Curtis 

247,440 

1,763,010 

12. 

J.  Nelson  Prewitt 

1,526,880 

13. 

Helene  Rubinstein 

54,810 

1,393,650 

14. 

Lehn  &  Fink 

1,287,070 

15. 

Sardeau 

717,840 

1,136,630 

16. 

Lanolin  Plus 

1,004,720 

17. 

Chesebrough-Ponds 

1,425,440 

825,050 

18. 

Noxzema  Chemical 

41,580 

773,390 

19. 
20. 

Associated  Products 

713,880 

759,960 

Coty 

458,860 

755,880 

•Television    Bureau    of    Advertising     (N.    C,     Uorabaugh)     cosmetic- tollelry    product    expendituraa    only. 


!lllllllllllllllllllll!llllllllllllllllllllll!llllllia 


spurred  by  basic  trends  within  the 
industry.  Major  cosmetic  compa- 
nies are  aggressively  expanding 
their  product  lines  and  invading 
new  areas  of  the  held.  Mounting 
numbers  of  special  products  are 
vying  for  space  on  the  crowded 
shelves  of  drugstores  and  "supers." 
"This  increasingly  competitive 
climate  has  multiplied  the  special 
market  problems  of  toiletry  adver- 
tisers and  has  given  new  emphasis 
to  the  values  of  the  market-by-mar- 
ket approach  in  television.  Cos- 
metic companies  are  turning  to 
the  complete  flexibility  of  the  spot 
medium  to  more  efficiently  test 
and  launch  new  products,  to 
counter  competitive  drives,  and  to 
strategically  align  their  tv  pressure 
in  terms  of  product  sales  drives 
and  market  potentials." 

Growth  force.  Evidence  of  the 
Petry  contention  that  cosmetic- 
toiletries  companies  are  turning  to 
spot  tv  is  borne  out  in  the  study  by 
a  chart  headed  "growth  force." 

Between   1956  and  1961   tv  spot 
showed    the    only    significant    per- 
cent increase  in  ad  budgets  of  any 
major  medium. 
Percent  of  four  media  totals 
1956  1961 

Net  tv  41%  42% 

Spot  tv  23%  29% 

Magazines  24%  22% 

Newspapers  12%  7% 

Spot  speed.  A  striking  example 
of  the  ability  of  spot  tv  to  do  a  job 
in  the  cosmetics  held  was  contained 
in  a  story  titled  "Lanolin  Plus' 
Fresh  TV  Face"  (sponsor,  9  April). 
Within  eight  weeks  after  Color 
Plus  nail  enamel  broke  in  its  test 
markets — San  Francisco  and  Los 
Angeles — the  product  had  achieved 
a  substantial  share  of  market  in 
these  cities. 

Eight  months  later  consumer  de- 
mand was  gaining  impetus  and 
store  calls  were  piling  up  in  over 
160  markets. 

Joseph  Chira,  then  ad  director 
for  Ha/el  bishop,  said:  "Television 
is  the  onl)  medium  to  use  for  prod 
ucts  like  these.  Tv  gives  us  the  op- 
portunity to  tell  our  products  news 
in  minute  messages,  dispersed 
among  a  number  ol  programs  with 
different  audiences."  ^ 


40 


SPONSOR/ 17  SEPTEMBER    1962 


Illllllllllllllllllllllffl  Hlillilllllllllilllllllllll !lllllll!llllllllllllllllllllllli> 

How  the  same  tv  markets  rank  at  different  agencies 


Market  A 

Market  B 

Market  C 

AGENCY  X 

20 

33 

36 

AGENCY  Y 

39 

43 

51 

AGENCY  Z 

190 

20 

105 

Rankings  differ  since  each  agency  uses  i is  own  formula.    One  is  physical  coverage  with  a  percentage 
cutoff;  another  is  total  homes  per  prime  quarter-hour;  another  uses  a  non-duplicated  homes  base. 

illllllllllllllllllllllllllllllllllllllllllllllllllllilllllllllllHIIIIIIIIIIIIII lllllllli:illl!llllllll!llllllllllll!l!!IIIIIIIIIIIIIIIIM 

The  myth  of  tv  market  rankings 


There  is  no  typical  list  of  tv  markets 
Each  major  tv  agency  has  its  own  list 
Every  agency  has  its  own  formula 
BBDO  tailor  makes  rankings  as  required 


N 


ot  since  the  postwar  explosion 
of  markets,  people  and  prod- 
ucts has  there  been  a  standard  list 
of  market  rankings  that  are  used 
the  wax  the  Sales  Management  or 
Standard  Rale  &  Data  lists  were 
used  in  the  days  when  print  was 
dominant  and  television  was  still 
experimental. 

These  days,  in  the  heyda)  of  tel- 
evision, almost  ever)  major  tv 
agency,  and  quite  a  few  advertisers, 
has  its  own  list  of  ranking  markets 
and  lew  ol  these  match  each  other; 
lot  each  ol  them  is  put  together  ac- 
cording to  the  formula  and  tech- 
nique of  each  agency. 

And.  although  each  of  these 
main  lists  ma\  drive  a  station  rep 
to  Pepto-Bismol  and  a  station  man- 
ager to  Milltown.  each  list  has  a 
definite  reason  for  being.  In  the 
words   of   one   agency    mediaman, 


"These  lists  of  ranking  markets  are 
intended  as  a  quick  buying  tool  for 
academic  questions.  And  each  of  us 
has  a  different  list  because  each  of 
us  thinks  his  formula  is  the  best." 

Other  mediamen  note  that,  "In 
every  list  of  the  top  100  markets 
there  is  no  change  in  the  top  ten 
markets,  and  the  chances  are  that 
the  same  60  cities  are  next  on  all 
out  lists  although  they  will  vary  in 
ranking.  It  is  also  true  that  the  last 
25  markets  will  probably  be  differ- 
ent on  e.tc  h  list." 

Some  agencies  base  their  lists  on 
ARB's  Total  Homes  Delivered, 
others  use  Nielsen  data,  some  work 
with  TV  Digest's  Factbook  which 
shows  coverage  in  terms  of  50',, 
25-50'  ,  and  under  25%,  some  use 
a  25',  or  10",'  or  50«  ,  cut-off  in 
compiling  their  list  of  market  rank- 
ings,   some    use    ranking   lists    pub- 


lished by  other  magazines,  some 
base  their  lists  on  homes  delivered, 
others  on  potential  tv  homes  avail- 
able, and  some  use  more  than  one 
list  depending  on  the  client  and  the 
objet  tive. 

Thus  P&G  agencies  have  one  list, 
Lever  shops  have  another,  and  Col- 
gate timebuyers  and  mediamen  use 
another.  All  of  which  drives  sta- 
tion men  nuts  and  they  in  turn 
drive  their  reps  to  nail-biting. 

What  the  rep  knows  and  cannot 
tell  his  client-station  is  that  those 
lists  are  guarded  like  Fort  Knox. 
And  while  it  is  true  that  research 
and  media  people  change  jobs  and 
so  gel  to  know  what  others  are 
doing  it  is  also  true  that  there  is 
an  effec  tive  se<  recy  clamp  thai  Eun< 
tions. 

1  his  sec  iec  y  status  is  so  sti  i  mg 
that  one  young  rep  salesman,  who 
stumbled  upon  and  tried  to  use  a 
soap  list,  was  politely  told  to  <  ease 
and  desist   by    his  employei      I  he 

rep  had  had  ,i  call  from  an  ex- 
soap  man  at  an  agency.  \nd.  in 
another  instance,  a  marketman  who 
had  left  ,i  soap  company  for  an 
agent  j .  spent  six  months  building 
his  own  list  loi  the  agency — even 
though  the  final  list  differed  little 


SPONSOR     17    SEPTEMBER    1962 


11 


H*** 


\<*  t 


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■  i   ■ 


Cla***8 


to*aiiaiK>t<5» 


tvan&rill* 


Lou'iivM* 

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r^»* 


«**»«* 


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A  lot  more 


IdfcnsOnWfr 


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Vti«N9 


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Knoxvifts^ 


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'OSlBlUI 


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•  Chort«'<* 


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• 

LEGEND 

AVERAGE 

DAILY   CIRCULATION 

□ 

S0%-100% 

□ 

10%-  49% 

□ 

L»i»  than  10% 

• 

Stohorn  on  this 
CBS-TV  Nerwoil 

o 

Stations  not  on  thij 
CBS-TV  N.twotk 

• 

Sotelllttt  or  Boot  tori 

Sara  tmrtcja  Bnut<*  Bvuu  iluDy  19*0  adjuiM 

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42 


SPONSOR/  17   SEPTEMBER    1962 


than  coverage  goes  into  making  up  a  television  market  list 


1.  Profitability  of  a  market 

2.  Product  distribution 

3.  Warehousing  facilities 

4.  Retail  sales  outlets 

5.  Media  coverage  factors 


6.  Strength  of  regional  brands 


7. 

Local  or  regional  preferences 

8. 

Media  availability 

9. 

Duplication  of  coverage 

Any  one,  or  combination,  of  these  nine   different  client  factors  can 
revise  a  television  market  list  and  aggravate  a  station  sales  manager 


1 1  dm  the  one  he'd  originally  com- 
piled for  the  detergent  maker. 

Even  sponsor,  in  compiling  this 
report,  had  to  use  OSS  tactics  to  get 
iis  data  from  agencies  handling 
soap  and  suds  sponsors.  And  since 
the  three  big  detergent  makers  rep- 
resent  about  $100,000,000  in  tv 
spot  alone  no  agency  need  post 
warning  signs  for  its  staff  to  keep 
a  tight  lip  and  maintain  a  maxi- 
mum of  mumness. 

Yet  consider  the  plight  of  the 
station  sales  executive  with  an  out- 
let in  a  market  that  ranks  in  the 
middle  30's  in  the  traditional  metro 
market  listing  for  homes,  retail 
sales,  food  sales,  drug  sales  and  ef- 
fective buying  income  and  is  just 
around  10th  in  rank  according  to 
both  Nielsen  and  ARIi  tv  figures. 
That  executive  feels  his  town  is  an 
automatic  buy  in  any  list  of  the 
first  50  markets,  and  with  high  rat- 
ings his  station  is  also  a  cinch  for  a 
big  chunk  of  the  lush  national  spot 
billing. 

The  odds  are  that  stationman 
has  ulcers  since,  as  the  chart  on 
the  first  page  of  this  story  shows, 
the  individual  agency  tv  market 
lists  do  not  necessarily  jibe  with  the 
traditional  rankings.  And  even  on 
a  widely  used  list  of  the  top  100 
tv  markets,  as  compiled  bv  one  of 
the  dominant  research  organiza- 
tions, the  three  specimen  markets 
are  ranked  between  40th  and  50th 
while  on  the  market  lists  of  three 
top  agencies  they  vary  widely. 

How  then  are  these  agency  lists 
compiled  and  why?  The  why  is  no 


secret.  The  lust  (it\  rankings,  and 
then  metro  rankings,  were  a  match 
of  marketing  patterns  and  print 
circulation.  Radio  network  cover- 
age patterns  stretched  but  didn't 
alter  these  traditional  market  rank- 
ings. 

The  first  changes  began  to  show 
with  network  tv  hut  by  1956-57, 
when  spot  tv  began  to  match  net- 
work tv  in  dollars,  agencies  and 
their  clients  began  to  probe  for 
more  scientific  data  and  definitions. 
And  the  bigger  the  advertisers  and 
agencies,  and  the  more  spot  tv  time 
they  bought,  the  more  they  needed 
and  wanted  more  information. 

Of  the  agencies  covered  in  this 
report  only  BBDO  had  no  house 
list.  As  Edward  Papazian,  its  as- 
sociate media  director  put  it,  "We 
no  longer  utilize  an  overall  rank- 
ing of  markets  based  on  some  gen- 
eralized system  of  defining  cover- 
age." At  that  agency  they  tackle 
each  problem  individually  and  de- 
velop tv  market  lists  for  each  spe- 
c a  fie  need. 

The  how  of  agency  market  rank- 
ings fall  into  one  of  the  following 
techniques  as  defined  for  sponsor 
by  Marty  Mills,  Director  of  Re- 
search and  Promotion  for  The 
Meeker  Compam : 

1.  The  Tv  Home  Potential,  or 
homes  able  to  receive  the  leading 
station  in  the  market. 

2.  The  net  weekly  circulation  of 
the  leading  station  in  the  market. 

3.  The  hard  core  coverage  or 
dominant  market  area  based  on  an 
arbitrary  cut-off  point.  Thus  a  mar- 


ket   area   might    be  denned   as  all 

those  counties  in  which  the  majoi 
station  has  a  net  wcekh  circulation 
of  25',.  ,.i    1(1',    ,„    -,(!',. 

4.  The  incremental  or  gross  <  >>\ 
erage  not  duplicated  l>\  a  market 
highei  on  the  list.  A  lefinement  of 
technique  three,  this  will  credit  a 
county  to  a  larger  market  where 
the  stations  in  that  market  achieve 
the  cut-off  figuie  in  the  adjacent 
and  lesser  market. 

5.  The  total  of  or  gross  quarter- 
hour  viewing  for  all  stations  with- 
in a  market.  This  yardstick  may 
be  the  entire  broadcast  day,  or 
prime  (evening)  time,  fringe  (eve- 
ning) time,  daytime.  Prime  time 
is  network  programing  time,  hinge 
is  5:30-7:30  p.m.  and  after  11  p.m. 

6.  The  conventional  Metro  Mar- 
ket  rankings  for  those  advertisers 
with  sales  and  marketing  patterns 
that  match  the  metropolitan  mar- 
ket areas. 

However,  the  constant  need  for 
tighter  definitions  and  sharper 
breakouts — as  indicated  by  tech- 
niques one  through  five — are  grad- 
ually leading  more  and  more  tv 
advertisers  to  changing  their  sales 
districts  and  marketing  areas  to 
where  they  conform  with  tv  mar- 
ket definitions.  Thus  sales  and  ad- 
vertising may  mesh  with  greater 
efficiency  and  effectiveness. 

Yet,  as  any  marketing  man 
knows,  there  are  other  pertinent 
factors  which  can  also  revise  a  mar- 
ket list  and  which  have  nothing  to 
do  with  tv  coverage  or  markets. 
These  client  factors  include: 


SPONSOR/17   SEPTEMBER    1962 


43 


1.  Profitability  of  a  market,  i.e. 
a  10%  increase  in  a  market  selling 
100,000  units  is  more  profitable 
than  a  similar  increase  in  a  mar- 
ket selling  10,000  units. 

2.  Distribution  of  the  product, 
i.e.,  you  can't  sell  it  where  they 
can't  buy  it. 

3.  Warehousing  facilities,  i.e., 
they  can't  buy  it  if  you  can't  de- 
liver it. 

4.  Retail  outlet  problems,  i.e., 
some  food  chains  prefer  to  push 
their  own  brands  and  a  national 
brand  price  promotion  will  suffer 
if  the  chain  doesn't  cooperate  with 
instore  promotions. 

5.  Media  coverage  factors,  i.e., 
stringent  audience  composition  re- 
quirements that  only  a  certain  me- 
dia can  supply. 

6.  Strength  of  regional  brands 
and  unexpected  'go  for  broke'  ad- 
vertising by  a  local  or  national  com- 
petitor. 

7.  Local  and  regional  consumer 
preferences    and    habits,    i.e.    they 


don't  buy  bleach  in  the  Southwest, 
they  use  the  sun. 

8.  Media  availability,  i.e.  if  40 
second  spots  are  not  available  the 
money  may  go  to  print. 

9.  Duplication  of  coverage  be- 
tween markets. 

"All  of  which,"  astationman  may 
say,  "is  fine  and  most  confusing. 
Hut  what  am  I  supposed  to  do; 
sit  still  and  do  nothing?  Its  my 
bread  and  butter  at  stake  and  that 
I'll  fight  for!" 

To  which  one  mediaman  says, 
"Stop  trying  to  meet  the  man  that 
makes  up  the  list.  There  is  no  one 
man.  And,  even  if  there  were  and 
you  met  him  you  couldn't  talk  him 
into  changing  the  list.  Stick  to  your 
basics,  what  audience  do  you  reach, 
how  many  of  them  and  what  are 
they?  These  are  the  things  that  we 
understand  and  want  to  know.  Too 
often  stationmen  walk  in  with  a 
pitch  about  a  higher  tower  that 
reaches  4,000  more  homes.  Most 
of  the  time  they  don't  know  if  those 


How  "spill-in"  coverage  from  outside 


.    .    .    Stations   can    change   a    market    list 


minimi iii 


new  homes  listen,  who  they  are, 
what  they  do,  nothin'.  All  they 
know  is  the  engineering  consultant 
says  the  primary  signal  is  now  20 
more  miles  away." 

Another  mediaman,  at  another 
agency — a  top  billing  shop) — pro- 
duced part  of  the  manual  their 
timebuyers  use  for  guidance  and 
background.  This  agency  said, 
"This  should  show  why  and  how 
we  make  up  a  market  list  and  may 
help  stations  and  reps  to  under- 
stand why  their  markets  may  or 
may  not  be  used." 

These  then  are  excerpts  from 
that  agency's  manual: 

1.  At  this  agency  a  "TV  Market" 
means  the  homes  in  an  area  covered 
effectively  by  the  top  coverage  sta- 
tion located  in  each  city,  or  group 
of  cities  in  which  the  stations  serve 
a  common  area.  It  is  apparent  that 
a  TV  Market  may  differ  from  the 
usual  city  or  county  limited  areas 
or  from  Standard  Metro  Areas. 

2.  This  list  of  TV  Markets  is  ar- 
ranged in  an  order  keyed  to  require- 
ments for  the  widest  area  coverage 
base  and  the  greatest  cost  efficiency. 

3.  The  key  to  this  arrangement  of 
TV  Markets  is  their  ranking  on  the 
basis  of  the  number  of  TV  house- 
holds in  that  portion  of  a  mar- 
ket's gross  coverage  area  which  is 
not  duplicated  by  markets  higher 
on  the  list.  In  other  words,  as  each 
market  on  this  list  is  added  it 
brings  in  a  larger  untapped  county 
area  than  any  of  the  other  markets 
that   might  be  added. 

4.  In  planning  brand  strategy 
this  enables  the  media  planner  to 
achieve  the  absolute  maximum 
spread  in  area  coverage.  This 
means  the  brand  will  be  exposed  to 
the  largest  possible  geographical 
spread  of  potential  audience  that 
can  be  attained  for  a  given  amount 
ol  dollars.  At  the  same  time  the 
budget  is  automatically  concen- 
trated on  the  larger,  more  cost-effi- 
cienl  markets.  Hecause  of  the  great- 
er efficiency  of  such  a  grouping 
more  »ioss  commen  ial  messages  can 
be  used  per  unit  dollar. 

5.  Objections  are  sometimes 
raised  to  this  new  type  of  TV  spot 
market  unking.  These  usuall)  COn- 
( ei  n  in. n  kets  in  areas  where  there 

i  Please  turn  to  page  19) 


11 


SPONSOR  /17    SEPTEMBER    1962 


TIMEBUYER'S 
CORNER 


Media  people: 
what  they  are  doing 
and  saying 


The  latest  one  to  dump  timebuying  in  favoi  of  selling  is  HBDO's 
Marv  Shapiro.  Marv,  w H« »  bought  li>i  such  accounts  as  Pepsi-Cola, 
Schaefei  beer,  Gallo  wine.  Chevron  gas,  Level  Bros.,  and  B.  F. 
Goodrich  out  of  the  agency's  Ww  York  office  Eoi  the  pasi  two  and 
one-half  years,  made  the  switch  last  week.  He  is  now  an  account 
exe<  utive  at  ABC's  flagship  station,  WABC  1  V.  People  in  the  business 
will  recall  that  prior  to  bis  BBDO  affiliation  Marv  spent  two  years  at 
Grey  buying  for  Nfennen,  [deal  T<>\  .mil  Chock  lull  o'  Nuts  Coffee. 
No  wtml  yet  as  to  who  It'll  luii   to  bis  BBDO  accounts. 

It  took  Papert,  Koenig,  Lois'  recent  windfall,  the  Clark  Oil  account, 
to  separate  Bernie  Endelman  from  bis  five-year  Doyle  Dane  Bern- 
bach  habitat.    Bernie  just  joined  l'KI.  as  account  supervisor  on  Clark. 


Farm  data  studies  occupy  NL&B's  Massey-Ferguson 

Studying  new  farm  research  analysis  presented  by  Keystone's  senior  v.p.  Ed- 
win R.  Peterson  (r)  occupies  attention  of  Massey-Ferguson  a.e.  Willard  John- 
son   (1)    and    NL&B's    (Chicago)    broadcast    facilities    manager,    John    Cole 

Good  news  to  many  along  Madison  Avenue  is  Dave  Newman's  re- 
turn to  his  timebuying  chores  at  Compton  after  a  three-month  illness- 
forced  hiatus.  Dave,  who  was  buying  for  fvory  soap  when  be  was 
taken  ill,  is  now  buying  for  Duncan  Hines. 

Promotion  dept.:  George  Graham,  assistant  to  Grey  timebuyer  Joan 
Sbelt  (Ward  Baking),  moved  up  to  assistant  account  exec,  on  Ward. 

The  vacancy  created  by  Elmer  Jaspan  when  be  switched  from  Bauer- 
Tripp-Foley,  Philadelphia  (formerly  Bauer-Tripp)  to  Gumbinner,  New 
York,  has  not  been  filled,  according  to  late  word  from  that  agency. 
Official  word  has  it  that  Foley's  media  director,  Alice  Mooney,  is  serv- 

(Please  turn  to  page  46) 


YOU 
CAN  QUOTE 
ME... 


G*  <r 


"In  just  five  short  years,  my 
distributorship  for  Niagara  Cy- 
clo-Massage  has  twice  won  the 
distributor-of-the-year  national 
award.  Thanks  to  spending  our 
advertising  budget  almost  ex- 
clusively on  WLW  Radio  and 
WLW-TV,  we  have  achieved  this 
outstanding  business  success." 


Louis  H.  Lauch,  Distributor 

Niagara  Cyclo-Massage 

Cincinnati,  Ohio 


WLW 

RADIO 

WLW-T 


TELEVISION -CINCINNATI 

The  other  dynamic  WLW  Stations 

WLW-D     WLVV-C     VVLVV-I     VVLVV-A 


Television 
Dayton 


Television 
Columbus 


Television 
Indianapolis 


Television 
Atlanta 


Crosley  Broadcasting  Corporation 


SPONSOR/ 17    SEPTEMBER    1962 


ONE  BUY! 

FOUR 

MARKETS! 


walb-tv 

ICH.IO-ALBANY.GA. 


•  ALBANY 

•  DOTHAN 

•  TALLAHASSEE 

•  PANAMA  CITY 


GRAY  TELEVISION 


_  wihg-tv  . 

Raymond  E.  Carow   |CH_7.PANAMACITY 
General  Manager     ^  p^A 

366,000 
TV  HOMES 

*  ARB,   Nov.     61 

One  buy— one  bill— one 

clearance! 

Or  stations  may  be  bought 

individually  for  specific 

markets! 

Represented  nationally  by 
Venard,  Rintoul,  McConnell,  Inc. 
In  the  South  by  James  S.  Ayers  Co. 


"IT  PAYS  TO 

use  KTVE" 


So  says 
Al  Wilkinson 

of 

TWIN   CITY 

PONTIAC 

in  Monroe,  La. 


OVER   IOO  LOCAL 

ADVERTISERS  USE 

KTVE    REGULARLY 

TO  GET  SALES 

RESULTS  &   PROFITS 


KTVE 


m  i 

CHANNEL    lO 

1/ 

EL  DORADO    MONROE    GREENVILLE 

REPRESENTED  NATIONALLY  BY: 
VENARD  RINTOUL  &  McCONNELL 
CECIL    BEAVER    SOUTHERN    REP. 


TIMEBUYER'S 

1/UKNtK 


Continued 


ing  in  that  capa<  it\  at  the  newly  merged  B-T-F.   Assistant  media  direc- 
tor is  Loretta  Kohler. 

It  must  have  been  just  like  "old  home  week"  for  Gumbinner's  Jonne 
Murphy  when  she  visited  Saratoga  Springs  last  week,  jonne,  who  took 
part  in  a  panel  discussion  during  the  New  York  State  Broadcasters' 
Convention  there,  was  graduated  from  Skidmore  College  in  that  locale. 
Other  agency  people  who  participated  in  discussing  "Radio  Would  Get 
More  Dollars  If  .  .  .":  BBDO's  Ed  Fieri  and  DCS&S's  Sam  Vitt. 


Getting  an  earful  of  multiplex  stereo 

Discussing  WCRB  (AM  8c  FM)  Boston  new  multiplex  stereo  sound  in  New 
York  last  week  are  (1-r)  DCS&S  bdct.  supervisor,  Bob  Widholm;  JWT  time- 
buyer,   Jeanne  Traegre;  WCRB    (AM  &  FM)  Boston,  president,  Ted  Jones 

A  fledgling  tries  his  wings  dept.:  Madison  Avenue  talk  has  it  that 
K&E's  Tony  Maisano  (just  moved  up  into  timebuying  from  cost  esti- 
mator) "did  a  real  nice  job"  of  fdling  in  for  the  vacationing  Bob 
Morton  recently.  The  Lincoln-Mercury  radio  buy  was  Tony's  first 
experience  in  buying  that  medium  and— so  goes  the  talk— "he  handled 
it  like  a  pro." 

Returned  vacationers:  Sind  &  Sullivan's  (New  York)  Jean  Simpson; 
FRC&H's  (New  York)  Liz  Griffiths;  Compton's  (New  York)  Lloyd 
Werner;  R.  Jack  Scott's  (Chicago)  Ralph  B.  Trieger. 

Spotted  milling  around  in  the  crowd  thai  witnessed  the  WCRB 
(AM  &  FM)  Boston  multiplex  stereo  demonstration  held  last  week 
in  New  York's  Hotel  Berkshire  (sec  photo  above)  were  J.  Walter 
Thompson's  Hal  Vehman,  Polly  Allen,  Roger  Morrison;  J.  M.  Mathes' 
Pal  George,  Olga  Hoffman;  Mogul.  Williams  &  Savior's  Phil  Whitman, 
Dave  Rappa port,  Joyce  Peters:  M<  Cann-Erickson's  Joe  Kilian;  BBDO's 
John  Flynn;  DSCfeS'  Len  Stein;  Peerless*  Mike  LaTerre,  Lee  Kay. 

Puzzlement  dept.:  The  reps  want  to  know:  "Just  what  is  an  adult 
station?"  ^ 


40 


SPONSOR      17    SEPTEMBER    1962 


'SPONSOR 
BACKSTAGE 


Continued 


radio  station,  I  would  like  t<>  point  oul  thai  il  takes  more  than  ->| )in 
ning  records  and  reading  news  to  get  top  ratings,  to  gel  image  in  .1 
market  and.  most  important,  to  keep  ii." 

I  certainly  did  not  mean  to  imph    (1  don'i  think  I  said)   thai  Krel 
stein  or  Plough  was  the  originatoi  ol  the  Top  10,  nor  thai  the  foj 
mat  was  dead.     I'm  as  much  an  admirer  of  Todd  Storz  as  is  Ja<  k, 
and  consider  Todd  as  good   a   friend   as   Harold    Krelstein.      I    think 
Jack  merely  misread  some  ol  what  I  said. 

Then,  invariably,  that  kind  of  column  draws  a  semi-h\stei  ii  al,  un- 
reasoning, unthinking  letter  like  this  one  from  Ralph  Beaudin,  presi- 
dent  of  WLS,  Chicago,  which  twists  and  misinterprets  almost  ever) 
single  word  I  write: 

"Your  Sponsor  Backstage  in  sponsor  is  absolutely  unbelievable. 

"I  am  referring  to  some  of  the  things  you  said  about  your  friend 
Harold  Krelstein  in  your  column  20  August  issue. 

"Being  in  competition  with  Krelstein  in  the  Chicago  market,  I 
read  with  interest  your  story  regarding  the  WJJD  change  in  format 
and  in  many  ways  it  gave  me  a  chuckle  .  .  .  and  in  many  others,  it 
burned  my  hide. 

Last,  the  attackers 

"It  burned  me  when  you  write  such  things,  and  I  quote  from  your 
article,  '.  .  .  ratings  of  many  stations  featuring  Top  40  and  its  varia- 
tions began  to  tumble  (Do  you  mean  to  say  that  popular  music  is  no 
longer  popular,  or  is  it  that  ratings  began  to  tumble  because  of  mis- 
management or  the  lack  of  ability  to  keep  pace?) .  Perhaps  of  even 
greater  significance,  some  advertisers  began  to  shun  the  noisier  and 
more  frenetic  of  the  Top  40  outlets  (You  would  imph  that  advertis- 
ers are  deserting  popular  music  outlets  with  numbers,  or  deserting 
the  ones  without  numbers  at  all?)  on  the  grounds  the  climate  was 
not  conducive  to  properly  showcasing  the  advertiser's  story.'  There 
are  stations  with  good  popular  music  all  over  the  country  that  have 
been  very  successful  in  selling  top  national  accounts. 

"I  got  a  chuckle  when  you  stated  Krelstein  watched  the  Top  10 
format  lose  its  appeal  and  alarming  chunks  of  audience  in  some  of 
the  Plough  markets  and  that  with  their  new  format  they  hoped  to 
attract  an  audience  with  high  buying  power.  I'm  sure  their  old 
audience  would  hate  to  be  put  into  the  class  of  people  without  buy- 
ing power.  And,  I'm  sure  their  advertisers  would  like  to  know  that 
for  all  these  years  they've  been  sold  an  audience  without  buying 
power. 

"I  take  exception  with  you  and  others  who  believe  that  stations 
who  program  popular  music  attract  only  sub-teen  audiences  with 
low  buying  power.  Maybe  if  you  would  study  radio  stations  like 
WLS  who  program  the  popular  music  format  but  do  so  in  excellent 
taste  .  .  .  who  do  not  advertise  such  products  as  Preparation  II  .  .  . 
who  subscribe  to  the  broadcasting  code  .  .  .  who  program  fine  news 
broadcasts  (some  as  long  as  one  hour)  .  .  .  who  has  donated  over 
SI, 200,000  in  broadcast  time  free  to  public  service  groups  during  the 
past  year  .  .  .  who  is  number  one  in  Chicago  .  .  .  who  built  itself 
slowly  and  maybe  at  the  expense  of  Krelstein,  you  would  not  write 
articles  which  seem  to  me  to  be  a  bit  ridiculous  and  highly  preju- 
diced." 

All  you  can  do  with  that  kind  is  write  him  an  equally  nasty  reply. 
I  did.  «* 


' 


■' 


■' 


In  Chicago  Radio 

ONE  STANDS  OUT 


WLS  is  FIRST  in  PULSE 


20.8%- Average  %  hour  share,  6  AM-MId- 
nlght,  Monday-Saturday,  PULSE,  Chicago  8 
County  Area,  June  1882.  ~""Nf 


WLS  is  FIRST  in  HOOPER 


20.3%- Average  V*  hour  share,  7  AM-8  PM, 
Monday-Friday,  HOOPER,  Chicago,  June/ 
July  1962. 


WLS  is  FIRST  in  NIELSEN 


663,100  homes  —  Different  homes  reached  In 
average  3  hour  day  part  over  4  week  period, 
Monday-Friday,  N5I,  Chicago  Area,  July  1962. 


©s  w^n^  © 


the  bright  sound  of  Chicago  Radio 

Owned  and  operated  by  American  Broadcasting-Paramount  Theatres,  Inc. 

IN  ALBANY 
SCHENECTADY 
AND   TROY  .  .  . 


WRGB 


* 


AGAIN 


Average  quarter-hour  homes   reached 


I 


*Morc/i,   1962,  ARB  Market  Report 
^Tlli:    KATZ  4GENCY,  im 

|^.  National  Representatives 


SPONSOR      17    SEPTEMBER    1962 


47 


TV  NEWS  "STARS" 
(Continued  from  page  33) 

stars  in  broadcast  news,  and  the 
stars  we  need  are  hard  to  find.  But 
they  can  be  found,  and  when  they 
are,  it  takes  effort  and  persistence  to 
nurture  their  potentialities.  In 
times  like  these,  broadcast  news 
can't  afford  to  give  up  the  search." 

A  news  executive  with  a  pro- 
found understanding  of  personality 
patterns  of  network  "names"  and 
why  some  score  higher  than  others 
among  viewers  told  sponsor  that  if 
three  men  were  selected  for  their 
thinking  on  tv  it  would  not  be 
their  thinking  by  which  they  would 
be  judged.  It  would  be  the  image 
of  the  face  plus  the  thinking,  and 
it  would  be  the  best  combination 
of  face  and  thinking  which  would 
decide. 

Formula  for  Success.  "What 
you  see  on  the  tv  receiver  is  a  sym- 
bol," he  explained.  "You  can't  see 
thinking.  You  can  see  a  face.  The 
elements  must  be  mixed  for  a  sin- 
gle impact.  The  formula  goes  like 
this:  great  face,  poor  thinking — 
n.g.:  lousy  face,  splendid  thinking 


— n.g.;  good  face,  good  thinking — 
and  you  have  a  winner  with  a 
whopping  Nielsen!  This  is  why 
the  star  system  is  inevitable.  If  it 
is  not  the  thinking,  it  has  to  be 
something  else.  And  since  a  tv  pro- 
gram is  the  product  of  a  great  num- 
ber of  talents,  there  must  be  one 
person  who  is  the  symbol.  That  is 
why  it  is  always  the  Huntley-Brink- 
ley  Report  —  even  though  NBC 
News  boasts  that  it  has  hundreds 
of  reporters  and  thousands  of 
stringers  supplying  information  for 
the  Huntley-Brinkley  Report. 

Jim  Snyder,  national  news  direc- 
tor of  Westinghouse  Broadcasting, 
sees  eye-to-eye  with  Hanna  and 
others.  Good  newsmen  are  made 
out  where  the  news  is  made,  Snyder 
insists,  adding  that  no  one  ever  dug 
up  any  news  stories  or  increased  his 
understanding  of  the  news  patrol- 
ling that  "hot  house  beat"  that  ex- 
tends from  the  newsroom  to  the 
studio  and  back. 

"If  broadcast  news  executives 
were  to  adopt  a  strict  policy  that 
no  big  name  newsmen  were  to  be 
tolerated  in  their  operations  they 
would  soon  have  to  set  up  a  depart- 


KFMB  RADIO  is  Southern  Cali 
fornia's  must  buy  station  for  a 
big,  attentive  adult  audience- 
more  than  any  other  station  in 
the  better  part  of  Southern 
California,  according  to  Pulse 
and  Nielsen. 

KFMB 
RADIO 

SAN  DIEGO 


'AOMC&iitZnerib /e&MAi&rv  C&lp&mtc&tv 


Represented  by 


Symbol  of 

Serve-  380    MADISON    AVENUE      .      NEW   YORK   17.  NEW   YORK 


WHAT  ARE 
YOUR 

PHOTO 

REQUIREMENTS? 


"HADIBUTKNOWN" 


Wl 


hen  we  show  a  prospective  client 
just  a  few  samples  of  our  publicity 
photography,  he  more-than-likely  ex- 
claims, "Hadibutknown!"  This  puzzles 
us  for  a  moment  but  then  he  con- 
tinues, nodding  with  approval.  "Such 
fine  photos,"  he  says,  "such  fair  rates 
('did  you  say  only  $22.50  for  3  pic- 
tures, $6  each  after  that?') — and  such 
wonderful  service  ('one-hour  delivery, 
you  say?') — why,  had  I  but  known 
about  you  I  would  have  called  you 
long  ago."  Well,  next  thing  he  does  is 
set  our  name  down  (like  Abou  Ben 
Adhem's)  to  lead  all  the  rest  of  the 
photographers  on  his  list.  Soon,  of 
course,  he  calls  us  for  an  assignment 
and  from  there  on  in  he  gets  top 
grade  photos  and  we  have  another 
satisfied  account.  (Here  are  a  few  of 
them:  Association  of  National  Adver- 
tisers —  Advertising  Federation  of 
America  —  Bristol-Myers  Co.  —  S. 
Hurok  —  Lord  &  Taylor  —  New  York 
Philharmonic  —  Seeing  Eye  —  Visit- 
ing Nurse  Service  of  New  York.)  Why 
don't  you  call  now  and  have  our  rep 
resentative  show  you  a  few  samples 
of  our  work? 


BAKALAR-COSMO 
PHOTOGRAPHERS 

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


is 


SPONSOR     17   m  i>ii  mi'.ik    IW2 


mcnt  -of -nipping-  stardom  -  in  i In- 
bud,"  Snydei  observed.  1  his  de- 
partment, equipped  with  the  usual 
number  of  impressive  offices,  could 
work  to  answer  the  question,  "flow 
come  some  guys  are  bettei  than 
others?' 

'  I  he  problem  Eoi  t\  news  is  not 
io  sin  away  Erom  developing  and 
profiting  from  the  audience  accept- 
ance of  the  big  name  newsman,  but 
rather  to  avoid  the  transition  of 
thai  man  from  a  good  working  re 
porter  who  is  effective  on  camera 
to  the  hot  house  status  of  tv  star- 
dom that  doesn't  pci  mil  (he  man 
.iiin  time  to  actually  be  in  close 
tout li  wiih  (he  news." 

Must  be  first  hand.  As  Snydei 
puts  it.  this  is  not  to  suggest  that 
every  top  network  newscaster  must 
tour  the  police  stations  every  morn- 
ing. Snyder  believes  that  the  men, 
the  shows  and  die  audiences  would 
profit  it  at  least  some  of  the  news 
material  was  not  second  and  third 
hand. 

\s  for  local  radio  news,  (here  is 
no  need  of  "stars,"  in  the  opinion 
of  Joseph  Dembo,  director  of  news 
and  public  affairs,  WCBS  Radio, 
X.Y.  What  is  needed,  Dembo  as- 
serts, are  knowledgeable  radio  news- 
men capable  of  editing  "the  ma- 
nual the)  broadcast  with  profes- 
sional competence."  Dembo  told 
SPONSOR  radio  doesn't  need  "melli- 
fluous voices  mouthing  cop)  with- 
out   comprehension  of  content." 

News  should  be  presented  in  an 
objective,  concise  and  informative 
fashion,  according  to  Rennet  H. 
Korn.  president.  Metropolitan  Tele- 
vision.  "It  need  not  be  embellished 
by  the  addition  of  a  personalitv  .  .  . 
personalities  are  not  necessary  to 
news  programs."  Steve  Mc  Connie  k. 
vice  president  in  charge  of  news 
for  die  Mutual  Broadcasting  Sys- 
tem.  also  was  of  the  opinion  that 
radio  news  broadcasts  do  not  call 
for  "stais.  "A  radio  newsman 
and  his  listeners  build  a  close  re- 
lationship, which.  I  believe,  never 
exists  between  a  newspaper  by- 
liner  and  his  readers." 

Personalities  are  assets.  News 
personalities  and  news-in-depth 
presentations  go  hand  in  hand  at 
W'OR  AM  TV,  N.Y.,  according  to 
Robert  S.  Smith,  v. p.,  program. 

As  Stephen  B.  Labunski,  \.p.. 
WMCA,  X.Y.,  and  v.p.,  Radio 
Press    Intel  national,   saw.   WMCA's 


news  sci  \  ices  "constant!)  i  reate 
and  utilize  'personalities'  in  the 
irue  and  meaningful  sense   ol  the 

term."       1  le    added    that     "the-     sl.it ' 

reputation  ol  the  radio  newsman 

unlike  thai  ol  the  clise  joe  ke\  and 
the  t  oinedian  depends  on  authoi  i 
tative    di\d    believable    reporting." 

labunski  said  I  hat  his  news  staffers, 
.issisieel  h\   (he-  RIM  men  aiound  the 

globe,  'k'X('  meaning  to  the  news 
with  background  and  analysis  .  .  . 

and   lend  a   ptopci    ail    ol   aiilhoi  ii\ 

to  WMCA's  consistentl)  authorita- 
tive repot  img."  ^ 


RANKING  MARKETS 

i  (    unt  III  lied    1 1  mil    jm  ;■<      I  I  ) 

is  e ovei age  Erom  an  outsidt   stat ion 

in  a  in.ii  kct   highet   on  tin    list       1  he 

validit)    ol    this   new    type   ol     I  \ 
mat  ket  ranking  <  an  he-  seen  in  this 

exi iinin.it  ion     ol      sue  h      .1      in. 11  kct , 

Beetow  n." 

ii  \n  analysis  ol  the  Beetown 
st. iiion's  lmoss  e  ovet  age  area  shows 
1  hi  1  85' ,  oi  the  Beetov n  1  ounties 
gel  effet  tive  'spill  in'  <  ovei  age  from 
the  Leading  tyetown  station;  that 
X' ,    ol    the    Beetown   counties  gel 


John  McGowan.  ol  Peters    Grittin.  Woodward,  pives  Bruce  the  '"club  hat  " 

Bruce  Curtis,  of  Leo  Burnett,  joins  the  Tricorn  Club 

Membership  in  the  Tricorn  Club  separates  the  men  from  the  boys  when  it  comes 
to  market  savvy.  Bruce  got  tapped  by  correctly  answering  these  two  profound 
questions:  (1)  What  is  the  Tricorn  Market?  (2)  What  is  North  Carolina's  No.  1 
metropolitan  market  in  population,  households  and  retail  sales?  In  case  you're 
pining  to  make  this  elite  fraternity,  the  answer  to  both  questions  is  the  combined 
three-city  "tricorn":  Winston-Salem.  Greensboro.  High  Point.  You'll  pass  magna 
cum  laude  if  you  also  know  North  Carolina  is  our  12th  state  in  population.  So  — 
what  does  knowing  the  No.  1  market  in  the  No.  12  state  add  up  to?  A  sure  sales 
scoop  for  clients.  Maybe  a  raise  from  the  boss.  At  the  least,  an  official  hat  from 
the  Tricorn  Club 

Source    U    S    Census 


WINSTON-SALEM 


TELEVISION 

GREENSBORO       HIGh 


SPONSOR      17    SEPTEMBER    1962 


19 


effective  coverage  from  the  leading 
Ceetown  station:  and  7%  of  re- 
maining counties  get  effective  cov- 
erage from  both  Ayetown  and  Cee- 
town stations.  Thus  none  of  the 
Beetown  counties  are  exclusively 
Bee  town. 

7.  By  a  rating  study  of  the  total 
Beetown  coverage  area  we  learn 
that  where  the  two  Beetown  sta- 
tions reach  100%  of  the  Beetown 
homes,  between  9  a.m. -6  p.m.,  the 
three  Ayetown  stations  reach  106% 
of  the  Beetown  homes,  and  the  Cee- 
town station  <;cts  another  3.5%  of 
Beetown  homes. 


8.  Thus,  il  the  Ayetown  market 
is  on  the  list  there  is  an  economy 
and  efficiency  in  not  buying  Bee- 
town and  using  that  money  for 
another  market. 

9.  Detailed  analysis  has  shown 
that  in  this  kind  of  planning  which 
starts  at  the  top  and  works  down 
a  higher  proportion  of  dollars  end 
up  in  the  larger,  more  cost-efficient 
markets;  unless  there  are  valid  mar- 
keting reasons  for  deviating  into 
other  less  efficient  markets. 

10.  This  does  not  mean  that  Bee- 
town will  not  or  should  not  be 
placed  on  market  lists.    There  are 


WORLD  SERIES  ON  COLOR  TV 
DURING  BIGGEST  COLOR  WEEK  EVER! 

World  Series  Baseball  .  .  .  the  most  colorful  sports  spec- 
tacle of  them  all  will  be  the  big  feature  during  ALL  COLOR 
WEEK,  October  1-6.  Color  all  week  .  .  .  every  morning, 
every  afternoon  and  every  night  right  up  to  sign-off.  In 
short,  it'll  be  the  biggest,  most  colorful  spectacle  in  TV 
history.  Color  TV  is  running  up  some  big  scores,  and  it 
can  win  some  big  ballgames  for  you,  with  movies,  cartoons, 
variety,  sports,  drama  and  news  specials.  Inquire  today 
from:  B.  I.  French,  RCA,  30  Rockefeller  Plaza,  New  York 
20,  N.  Y.,  Tel:  MU  9-7200,  Ext.  RC  388.  Ask  for  the  new 
brochure  "Color  Television  Facts." 


at  least  three  reasons  why  it  might 
be  used  in  a  spot  campaign: 

a)  Marketing  situations.  The 
region  may  be  a  higher  than  aver- 
age sales  area. 

b)  Area  coverage  is  wide  enough 
and  an  effort  is  being  made  to  in- 
crease frequency  and  total  impres- 
sions. 

c)  Actual  station  selection  based 
on  existing  availabilities  has  result- 
ed in  use  of  a  lower  coverage  sta- 
tion  in  the  outside  market,  giving 
less  or  no  penetration  into  Bee- 
town. In  this  case  the  market  will 
add  new  coverage  area  and  should 
be  on  the  list. 

It  all  adds  up  to  a  fairly  simple 
set  of  facts,  i.e.,  that  the  buyer  sets 
his  own  specifications  and  defini- 
tions; that  each  set  of  "specs"  dif- 
fers; that  the  stations  in  markets 
low  on  any  list  will  have  trouble 
meeting  any  set  of  "specs":  that  all 
media  in  an\  low-ranked  market 
have  the  same  problem. 

One  set  ol  answers  might  include 
combined-media  selling  of  a  mar- 
ket, less  competitive  snipping  be- 
tween media,  and  a  decline  in  the 
individual  use  ol  crying  towels.  •Ji* 


In  Chicago  Radio 

ONE  STANDS  OUT 


WLS  is  FIRST  in  PULSE 


: 


■* 


20.8'.-  Avernpe  Vi  hour  share,  6  AM- Mid- 
night, Monday-Saturday,  PULSE,  Chicago  8 
County  Area,  June  1962. 


WLS  is  FIRST  in  HOOPER 


20.3%- Average  Vt  hour  share,  7  AM-t  PM, 
Monday-Friday,  HOOPER,  Chicago,  June/ 
July  1862. 


WLS  is  FIRST  in  NIELSEN 


683.100  homes  —  Different  homes  reached  In 
average  3  hour  day  part  over  4  week  period, 
Monday-Friday,  NSI,  Chicago  Area,  July  1062. 


fee,  WL  S 


111 


the  bright  sound  of  Chicago  Radio 

Owned  and  operated  by  American  Broadcastinj  Paramount  Theatres.  Inc. 

SPONSOR     17    SEPTEMBER    1962 


RED  CROSS 

LOOKS 

TO  YOU 

When  you  help, 
Red  Cross  can  help 


TV  SPOTS         (¥)     RADIO  SPOTS 


LOWELL  THOMAS  speaks  for  the  Red  Cross  as 
he  shows  how  the  organization  helps  people  in  need 
from  Puerto  Montt,  Chile,  to  the  edge  of  the  Bamboo 
Curtain.  Zeroing  in  on  still  pictures  gathered  from 
around  the  world,  and  with  dramatic  drum  beats  and 
a  musical  score,  he  beats  home  the  message  "When 
you  help  .  .  .  Red  Cross  can  help." 

60  -  20  -  10  seconds 

Also  COLOR  SLIDES,  TELOPS,  FLIP  CARDS 

with  voice  over  copy 

AHD—  a  recording  with  ID's  for  station  breaks, 
voice  over  credits,and  crawls 


Recorded  appeals  by$  PAT  BOONE 

^■BING  CROSBY 
^BOB  HOPE 
-^THE  FOUR  LADS 
^FRANCES  LANGFORD 
^ART  LINKLETTER 
-JMED  MALONE 
-&MITCH  MILLER 
-^ROSALIND  RUSSELL 

PLUS  A  VARIETY  OF  SHORT  IDs 


all  lengths  from 
05  to  60  seconds 


TELEVISION  FILM 


EVERY  PART  OF  TOWN 

( 1 4 V 2  minutes— 16mm— color  or  black  and  white— sound  cleared  lor  TV) 


STARRING: 

PATTY  CAVIN  -  NBC 


}$>  LEWIS 

SHOLLENBERGER  -  ABC 

2}>   SAM  DONALDSON  -CBS 


Colorful  Hurricane  Carla  is  also  the  star  of  this  news- 
worthy account  of  how  Red  Cross  volunteers  took  on  the 
momentous  task  of  caring  for  the  people  involved  in  the 
greatest  human  exodus  in  modern  history.  These  scenes, 
plus  vivid  demonstrations  of  mouth-to-mouth  resuscitation, 
highway  first  aid,  nursing  in  disaster,  and  services  to  the 
armed  forces,  dramatically  show  what  Red  Cross  is  doing 
around  the  world  and  in  "every  part  of  town." 


All  these  materials  available  from 

YOUR  LOCAL  RED  CROSS  CHAPTER  THE  ADVERTISING  COUNCIL 

THE  AMERICAN  NATIONAL  RED  CROSS  jStek  New  York 

In  New  York,  call  MUrray  Hill  9-1000  fK  M :  Chicago 

In  Hollywood,  call  Hollywood  5-5262  %£*'    Hollywood 


•  THIS  SPACE  CONTRIBUTED  AS  A   PUBLIC   SERVICE  • 


SPONSOR     17    SEPTEMBER    1962 


51 


'SPONSOR-WEEK 


Don  'Stevenno'  caps 
Among  the  1,000  people  attending  the 
Ohio   State   Fair   and   receiving   Steve 
Allen     Sun     Visors     were     youngsters 
visiting    on    Crippled    Children's    Day 


urn  i  c 


Queen  of  Turkeyland 

Ya  can't  keep  'em  down  on  the  farm 
at  least  not  Judy  Miller,  Virginia  Tur- 
key Assn.  queen,  here  with  WSI.S 
TV,  Roanoke,  farm  dir.  Glenn  Fouler 


Ik       <  H:V    i 

Twin  sluggers  tune  in  transistors 

Catcher  Earl  Battey  (1)  and  outfielder  Lenny  Green  of  the  Minnesota  Twins  listen 
to  transistor  radios  they  won  for  hitting  home  runs  in  Yankee  game,  part  of  WCCO, 
Vfinneapolis-St.  Paul,  promotion.   Gen.  mgr.  Larry  Haeg  (r)  made  the  presentation 


D.j.  draws  crowd 
10,000  racing  fans  and 
radio  listeners  turned 
out  to  celebrate  "Joe 
O'Brian  Day"  at  Free- 
hold Raceway  in  New 
Jersey  and  shake  hands 
with  early-morn  ing 
\\  MCA,  New  York,  d.j. 
I  his  w<  II  u  ishei :  win 
nin£  I'k  i  i  \  i  i  non's  Boy 


CBS  RADIO  SPOT  SALES 

{Continued  from  page  12) 

expanded  industry-wide  presenta- 
tions, and  more  detailed  proposals 
to  non-radio  advertisers.  Don  Leon- 
ard, v.p.  and  media  director  of 
FSR,  discussed  the  role  of  radio  in 
advertising  campaigns,  taking  up 
the  problem  of  media  selection. 
Leonard  also  attacked  rate-cutting 
and  barter  as  two  of  radio's  worst 
evils,  calling  radio  undersold  and 
under-rated,  even  by  its  own  peo- 
ple. CBS  Radio  executives  attend- 
ing the  meetings  included  presi- 
dent Arthur  Hull  Hayes,  executive 
v.p.  James  M.  Seward,  v.p.  in 
charge  of  station  administration 
Fred  Ruegg,  and  his  assistant  Rich- 
ard F.  Hess.  Representing  CBS  Ra- 
dio Spot  Sales  were  Maurie  Webster, 
and  district  sales  managers  Charles 
E.  Burge,  Chicago;  Roland  Mc- 
Clure,  Los  Angeles;  Joseph  K.  Mar- 
shall, San  Francisco;  Ralph  H.  Patt, 
|i.,  Detroit;  George  P.  Crumbley, 
|i.,  Atlanta;  Eugene  R.  Myers,  St. 
Louis,  and  Ronald  M.  Gilbert,  New 
Yoik. 

advertisers 

General  Mills  is  debuting  a  new 
convenience  product  in  eastern 
markets  via  NBC  TV's  "Empire." 

The  new  product,  fresh  from 
Buffalo  and  Denver  test  markets, 
is  Ready-Measured  Bisquick.  Agen- 
( \    is  Knox   Reeves. 

A  gleaming  parade  of  57  new  1963 
Falcon  convertibles  by  Ford  has 
been  lined  up  as  prizes  by  H.  J. 
Heinz  for  its  forthcoming  Soup 
Sale   Sweepstakes. 

Heinz  commercials  on  eight  day- 
time NBC  TV  shows  will  promote 
the  contest  from  mid-September  to 
If)  November. 

Agent  v  is  Maxon,  Detroit. 

May,  1963  is  the  target  date  for 
completion  of  two  new  district  sales 
and  distribution  centers  planned 
by  Genera]  Foods. 

Territories  ate  Syracuse  and  In- 
dianapolis. 

Expansion  beyond  that  date  is 
planned  for  Jacksonville  and  Char- 
lotte. 


52 


SPONSOR/ 17  sKiMiMiuR    1W2 


PEOPLE  ON  THE  MOVE: 
Stephen  Rose  and  Jessica  Canne  to 
Maradel    Products,    new   cosmetics 

and  toiled  its  In  in  as  marketing  di- 
rectors .  .  .  Richard  Soule  t<>  prod- 
uct manager  Eoi  Praise  at  Level 
Hi  os.  .  .  .  Thomas  VV.  Boyle  to 
merchandising  manager  of  the  St. 
Paul  division  oi  Eiamm  Brewing 
.  .  .  Richard  E.  Gawthrop  to  advei 
tising  and  sales  promotion  managei 
lor  Minneapolis  1  [one)  well's  Pre 
dsion  Meter  division  .  .  .  Frank 
Sharpe  to  executive  vice  president- 
sales  and  services,  H.  Walton  Cut- 
shall  to  vice  president-sales  and  ad- 
vertising, Charles  M.  Moni  to  vice 
president-customei  services  oi  East- 
ern Air  Lines  new  Customer  Serv- 
ices and  Sales  Departments  .  .  . 
Jack  B.  Pent/  to  executive  vice 
president  and  Robert  H.  Comfort 
to  vice  president  of  Borden's  Milk 
&  Ice  Cream  Company,  effective  1 
November. 

agencies 

The  Polaris  Corp.,  a  leasing  and 
data  processing  firm  with  real  estate 
interests,  has  acquired  the  capital 
stock  of  Klau-Van  Pietcrsom-Dun- 
lap,  largest  advertising  and  PR 
agency  in  Wisconsin. 

The  agency  will  be  operated  as 
a  wholly-owned  subsidiary  of  Po- 
laris, with  no  changes  contemplated 
in  present  KVPD  management. 

The  4A's  had  added  to  its  New 
York  headquarters  staff. 

New  members: 

John  H.  Mason  will  assist  senior 
vice  president  Richard  L.  Scheid- 
ker  in  membership  activities,  James 
F.  Shea  will  assist  senior  vice  presi- 
dent Richard  Turnbull  in  statistic- 
al areas,  and  Julian  R.  Sloan  will 
issist  vice  president  Kenneth  Cod 
he\  in  media  and  research  activi- 
ties. 

Fourteen  collegians  will  return  to 
school  this  fall  with  a  better  under- 
standing of  the  philosophy,  prob- 
lems and  objectives  of  advertising. 

The  students  were  enrolled  in 
Campbell-Ewald,  Detroit,  fifth 
summer  internship  course  for 
undergraduates. 

The    program,    run    in    conjunc- 


Come  to  the  fair 

\\  BBM  tinging  il  n  <  tii 

Mitchell  ^  i  '^  1 1  s  autographs 
.H    Chi<  i  mi    Intel 

national  I  rad<  Fail  I  li< 
station  pre»<  nt<  d  thn  e  liv< 
in  usic  .<  1  programs  at  the 
fair  eat  h  da)  and  handi  <l 
promol ion  matt  i  i  il  to  ->■  »i i •»■ 

I'll, 000       people        hh  nding 


Ampex  and  C&W  cop  stereo  schedule 

The  Ampex  entry  from  Cunningham  &:  Walsh  won  the  first  annual  KPEN,  San 
Francisco.  Stereo  Commercial  Challenge.  Studying  entry  are  (1-r):  Hal  Larson, 
C&W  copywriter;  Pete  Taylor,  station  promotion  mgr.;  S.  Champion  1  itus,  \ni|>t\ 
adv.  mgr.:  Dick  Clark,  C&W  timebuyer;  Wallace   Brazeal,  station  commercial  mgr. 


Bearding  Bevy 

King  of  beasts  meet  their 
match  in  bearded  WSGN, 
Birmingham,  program  dir. 
Charles  Peterson,  who,  to 
promote  titv's  Shrine  Cir- 
nh.  opposed  lions  in  their 
den  during  four  perform 
am  es  of    [us/\k's   Lion    \c  i 


Clock  to  Cole 
Presenting     International 
Harvester's    Southern    Re- 
gional     \w.iul     to     W  1>  1 
Charlotti  's   (.r.ul\  ( lol 
for   promotion   of  cub   ca- 
det tractors  is  A.  T.  Ellis, 
district    mgr.    Competition 
covered    10  southern   states 


SPONSOR      17    SEPTEMBER    1962 


lion  with  the  universities  which  the 
student  attend,  includes  credit 
hours   I  in    the  work. 

Agency  appointments:  Cameo-Park- 
way Corp.  to  Elkman  Advertising, 
Philadelphia  .  .  .  D.C.  Transit  Sys- 
tem to  Kal,  Ehrlich  &  Marrick  .  .  . 
Tropicana  Products  to  Kastor  Hil- 
ton Chesley  Clifford  &  Atherton 
for  New  York  metropolitan  adver- 
tising, effective  1  January  .  .  .  The 
l.ashette  Co.   to   Rav  Barron,   Bos- 


ton  .  .  .  Matthew  Stuart  to  Kameny 
Associates  .  .  .  Brunswick  Boats  i  > 
MacManus,  John  &  Adams  .  .  .  Tri- 
Nut  Margarine  to  K&E,  Boston  .  .  . 
American  Viscose  Corp.  to  Chirurg 
&  Cairns,  New  York,  for  the  Fibers 
division  .  .  .  Florida  East  Coast 
Motel  Co.  to  Don  Kemper. 

Divorcement:  Benton  &  Bowles  re- 
signed the  REA  Express  account, 
at  the  agency  for  the  past  eight 
years. 


YOU'RE  ONLY 

HALF-COVERED 

IN  NEBRASKA 


IF  YOU  DON'T  USE 
KOLN-TV/KGIN-TV! 


AVERAGE  HOMES 
MONDAY  THROUGH  SUNDAY 

March,   1962    ARE    10:00  P.M. 

KOLN-TV    KGIN-TV     69,200 

Omaha  "A"    59,100 

Omaha   "B"    52,700 

Omaha    "C"    42,200 


,'7/ie  .'fet«e\  f/'//i//<  >i, 

RADIO 

WU0    KALAMAJOO-IATTIC  CHECK 
WICF    GRAND  RAPIOS 
WltF  TM    GUANO  RAPIOSKALAMAZOO 
WWTVFM    CADILLAC 


/MIN-TV    GUANO    ISLAND,  NCt. 


. . .  covering  a  bigger, 
better  Lincoln -Land 


"Composing"  a  sales  program  for  the 
nation's  top  markets?  In  Nebraska  you'll 
find  the  state's  other  hip  market  now  rated 
among  the  most  important  in  the  United 
Stales. 

Lincoln-Land  now  ranks  as  the  76th 
market*,  based  on  the  numhrr  of  TV 
homes  covered  by  the  market's  top  station. 
The  205,500  homes  delivered  in  Lincoln- 
Land  by  KOLN-TV/KGIN-TV  are  a  must 
for  any  advertiser  who  seeks  to  cover  the 
major  markets. 

\\.  i\  Knodel  will  he  happy  to  give  von 
all  the' fads  on  KOLN-TV/KGIN-TV  — 
Official  Basic  CBS  Outlet  for  most  of 
Nebraska  and   Northern   Kansas. 

Iltll    Ranking 


K0LNTV  KGINTV 


CHANNIl  10  •  316.000  WATTS 
1000   FT.   TOWER 


CHANNEL  11    •   316,000  WATTS 
106?  FT.  TOWER 


COVERS  LINCOLN-LAND  — NEBRASKA'S  OTHER  BIG  MARKET 

Avry-Knodtt,  Int.,  tnduiiv  Nofionol  ».pr.t«n(oliy» 


Merger:  Jerry  Gordon  and  Andrew 
Weiss,  formerly  senior  vice  presi- 
dents and  account  supervisors  at 
Daniel  &  Charles,  have  joined  with 
Sylvester-Hvid,  Danish  agency,  to 
form  Gordon,  Weiss  &  Sylvester- 
Hvid.  Offices  are  in  New  York, 
Copenhagen,   Oslo  and   Frankfurt. 

International    entente:     Grev    has 

joined  the  parade  of  agencies  with 
overseas  affiliations  by  purchasing 
an  interest  in  Charles  W.  Hobson 
Ltd.,  London. 

Expansion:  Sturges  and  Associates, 

headquartered  in  San  Francisco,  is 
the  latest  West  Coast  agency  to  fly 
in  the  face  of  Horace  Greeley's  ad- 
vice and  make  an  eastbound  move 
to  New  York.  New  office  is  at  10 
Rockefeller  Plaza,  headed  bv  John 
W.  Hays. 

New  v.p.'s:  William  F.  Grisham  at 

Needham,  Louis  8c  Brorby,  as  crea- 
tive group  head  .  .  .  Oliver  Toigo 
at  Lennen  &:  Newell.  He'll  also  be 
assistant  secretary-treasurer,  a  new 
post  .  .  .  Robert  A.  Leadley  at 
BBDO.  He'll  be  account  supervisor 
on  the  U.S.  Steel  account. 

PEOPLE  ON  THE  MOVE:  Peter 
G.  White  to  copy  planning  super- 
visor at  Norman.  Craig  &  Kummel 
.  .  .  William  S.  Hawkey,  Jr.  to  the 
creative  services  division  of  KfcE  as 
copy  supervisor  .  .  .  Lawrence  D. 
Gibson,  vice  president  and  research 
director  at  Donahue  8e  Coe.  to  vice 
president  of  marketing  at  Audits 
and  Surveys  .  .  .  Jack  Brownell  to 
cop)  chief  at  Fuller  &  Smith  it;  Ross 
.  .  .  Constance  Cornell  to  account 
executive  at  Phil  Dean  Associates 
.  .  .  Jose  Waldemar  Lichtenfels  to 
media  director  at  K:vE  Do  Brasil 
...  A.  Brooke  Kinnard  to  account 
executive,  Ralph  Niedermaier  to 
production  and  traffic  manager  and 
Anthony  B.  Wilson  to  media  buyei 
at  MacManus.  John  8e  Adams, 
Bloomfield  Hills  .  .  .  June  Colbert 
to  creative  supervisor  on  the  Alber- 
to-Culver account  at  BBDO  .  .  . 
James  D.  Manticc  to  the  copy  Staff 
ol  Clinton  E.  Frank  .  .  .  Michael 
Koelker  to  the  creative  staff  of 
Universal  Advertising  Agencv. 
Omaha  .  .  .  Arthur  E.  Ericksen,  as- 
sistant .id  manager  ol  Brown  & 
i Please  im n  to  page  57) 


54 


SPONSOR     17    SEPTEMBER    1962 


WASHINGTON  WEEK 


17  SEPTEMBER  1962  /  copyright  i%2 


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


The  resignation  of  Tedson  Myers  as  assistant  to  FCC  chairman  Newton  Minow 
is  being  interpreted  widely  as  tied  up  with  his  report  recommending  government 
control  of  international  TV  program  content.  Whether  this  is  true  or  not,  there 
is  fire  to  go  with  the  smoke. 

Actually,  Myers  was  reported  to  be  casting  about  for  private  employment  long  before 
the  controversial  report.  Whether  dissatisfaction  with  the  quick  disavowal  by  the  admin- 
istration  hastened  his  decision  is  almost  beside  the  point.    It  does  dramatize  that  disavowal. 

The  report  was  never  supposed  to  be  made  public,  and  for  that  matter  still  hasn't 
been.  Contents  were  leaked  to  the  United  Press.  This  proved  quite  embarassing  both 
to  the  White  House  and  to  Minow,  personally.  The  FCC  chairman  has  been  trying  most 
vigorously  to  disassociate  himself  from  any  hint  of  an  intention  to  interfere  in  radio-tv  pro- 
graming. The  report  by  his  most  confidential  assistant  calling  for  even  international  control 
was  most  unwelcome  to  the  chairman. 

The  fact  is  that  for  all  the  uproar  with  which  Minow  took  office,  the  FCC 
regulatory  line  hasn't  toughened  beyond  the  direction  in  which  it  was  pointed  by 
his  predecessor,  Frederick  Ford. 

More  to  the  point,  few  of  the  proposed  changes  started  in  motion  under  Ford  have 

even  been  put  into  effect.    Many  probably  still  will  be,  but  the  delay  is  noticeable. 

Pat  explanation  is  the  fact  that  the  current  administration  has  made  only  one  appointment 
to  the  seven-man  FCC,  not  counting  the  Henry  appointment,  which  is  not  yet  effective.  This 
would  mean,  on  the  surface — and  often  in  actuality — only  one  New  Frontier  vote  against 
three  holdovers. 

If  this  explanation  is  employed,  however,  it  would  be  necessary  to  discover  a  new  one  to 
cover  the  course  of  events  at  the  FTC.  There  the  present  administration  early  in  its  tenure  was 
able  to  appoint  three  new  votes  on  a  five-man  commission.  But  the  same  situation  holds  true  there. 

The  New  Frontier  majority  on  the  FTC  not  only  hasn't  carried  forward  in  the 
crusading  get-tough  mold  of  former  chairman  Earl  W.  Kintner,  it  has  actually 
appeared  to  draw  back  from  it.  There  appears  to  be  a  definite  slackening  of  regulatory 
zeal,  a  diminishing  of  the  harrassment  of  advertisers  and  others  under  the  new  rule. 

On  the  other  hand,  it  could  also  be  dangerous  to  assume  too  much  from  all  of 
this.  If  the  FTC  is  less  busy  at  poking  its  agency  nose  into  new  regulatory  corners, 
it  is  so  only  in  comparison  with  a  regime  under  which  such  activity  increased  rapidly. 
And  even  then,  only  by  a  small  degree. 

The  surprise  is  that  the  zeal  didn't  increase  instead  of  standing  still  or  falling  back  a  little. 

The  situation  at  the  FCC,  meantime,  is  one  of  a  tremendous  slowdown  from  the 
record  of  the  Ford  days.  This,  despite  the  fact  that  Ford  made  no  "vast  wasteland"  state- 
ments.   He  did  much  more  acting  than  talking. 

The  true  Minow  intentions  may  become  clearer  after  Henry  is  qualified,  and  after  he  is 
able  to  learn  something  about  broadcasting  and  the  other  industries  the  FCC  regulates.  If 
there  is  a  Minow,  or  more  likely  an  administration  intention,  to  get  tough  on  broad* 
casting  then  it  would  be  quite  likely  to  emerge.  In  the  meantime,  it  is  possible  to  say 
that  if  Minow  has  such  an  intention — beyond  proposals  made  when  Ford  was  chairman — then 
he  has  been  inhibited  by  fear  that  he  doesn't  have  the  votes. 

On  the  other  side  of  the  coin,  Minow  and  the  administration  are  most  anxious  to  allay 
any  suspicion  that  they  have  designs  on  programing.  That  is  precisely  why  it  doesn't  matter 
whether  Myers  was  leaving  on  his  own  hook.  After  his  report,  he  would  have  had  to  go. 

SPONSOR/ 17   SEPTEMBER    1962  55 


'SPONSOR  HEARS 


17   SEPTEMBER    1962  /   Copyright  1962    ! 


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


From  the  way  a  major  New  York  agency  is  recommending  station  public  affairs 
to  its  regional  and  local  clients,  it  looks  like  public  service  finally  will  attain  a  real 
sales  beachhead  with  station  advertisers. 

The  turning  point,  seems  to  have  been  this:  Chock  Full  0'  Nuts'  recent  $600,000  buy  on 
WCBS-TV,  New  York,  via  Peerless. 

REA  last  week  registered  some  surprise  that  B&B  went  ahead  and  did  just  what 
it  said  it  might:  resign  the  Railway  Express  account  unless  it  got  the  Air  Express 
assignment  as  well. 

When  Air  Express  left  Adams  &  Keyes,  B&B  suggested  that  after  handling  REA  (a 
$500,000  account)  for  eight  years  it  should  get  the  Air  Express  billings  (about 
$750,000)  as  well,  or  take  nothing  instead. 

When  the  Air  Express  account  was  assigned  to  Ketchum,  MacLeod,  &  Grove,  B&B's 
president,  William  R.  Hesse  explained  why  the  agency  resigned  the  surface  account :  one 
agency  should  have  both  accounts. 

Finally,  last  week  REA  president  William  B.  Johnson  said  that  he  respected 
but  disagreed  with  B&B's  views  and  that  an  agency  for  its  surface  account  would 
"doubtless  be  selected  in  a  few  months." 

From  Johnson's  statement  of  disagreement  with  the  B&B  principle,  it  seemed  unlikely 
that  KM&G,  with  one  part,  would  be  assigned  the  remainder. 

Old  timers  in  the  NBC  press  department  in  New  York  weren't  impressed  by  the 
news  they  were  to  play  baseball  against  ABC  press  in  Central  Park. 

It  seems  there's  some  truth  to  the  story  that  back  in  pre-tv  days,  NBC  once  rented  all  of 
Yankee  Stadium  for  an  inter-network  outing. 

One  would  never  have  guessed  that  it  would  take  a  tv  series  to  turn  a  radio, 
movie,  and  book  character  into  a  comic  strip. 

Yet  that's  just  what  has  happened  with  Dr.  Kildare,  which  King  Features  has  li- 
censed from  MGM-TV  to  103  newspapers  so  far  with  an  October  start. 

Since  the  Kildare  character  has  been  around  in  various  media  for  so  long,  there  no  doubt 
the  current  interest  of  the  newspaper  cartoon  series  is  a  result  of  its  tv  success. 

If  you  keep  tabs  on  the  movements  of  people  who  have  worked  on  the  P&G 
account,  make  a  note  of  Robert  A.  Leadley's  switch  from  Y&R  to  BBDO. 

He  was  tv  account  head  on  P&G  at  Y&R  and  now  has  become  a  v.p.  and  account 
supervisor  for  BBDO. 

KISN,  Portland,  which  was  fined  $2,000  by  the  FCC  for  failing  on  five  occasions 
to  pause  between  the  words  "Vancouver"  and  "Radar"  in  its  weather  reports  some 
nine  months  ago  is  trying  to  laugh  off  the  whole  affair. 

A  station  release  termed  it  "very  numerous"  (sic)  that  its  failure  to  take  a  pause 
should  cost  it  $400  a  shot. 

It  called  it  "the  most  expensive  pause  that  presumably  was  never  taken  in  the 
annals  of  time,"  and  was  surprised  that  "a  mature  governmental  agency"  should  take 
the  entire  matter  at  all  seriously. 

56  SPONSOR/ 17   SEPTEMBER    1962 


Williamson,  t<>  account  executive 
at  MacManus,  John  &  Adams  on 
Si, iiul. n  (I  and  Amci  i(  .m  ( )il. 

tv  stations 

WNYS-TV,  Syracuse,  signed  on  the 
air  9  September  with  a  dedicator) 

program  in  full  color. 

I  he  limn  long  progi  am  intro- 
duced the  station's  staff,  studios 
and  l.u  iliticN  to  the  nation's  3  lili 
tv  market. 

Names  now  assoi  iated  with  the 
station:  Robert  M.  Baird,  sales 
manager;  Floyd  F.  Smith,  business 
manager;  fefl  Davidson,  program 
manager;  Carol  Schell,  promotion 
manager;  Carl  Ellenberg,  news  and 
spoi  is  dire<  tor. 

President  and  general  managei 
is,  of  course.  William  Grumbles. 


New  quarters:  \\  k()\\  ,  \M  &   rV) 

have  moved  to  new  combined  offi- 
ces and  studios  at  5727  Tokay 
Boulevard,  Madison. 

Kudos:  George  B.  Storer.  chairman 
of  Storer  Broadcasting,  will  receive 
Pulse's  1962  "Man  of  the  Year" 
award  on  17  October  .  .  .  Frank  M. 
Headley,  president  of  H-R  Televi- 
sion, has  been  elected  to  the  Board 
of  Directors  of  the  TvB,  succeed- 
ing Lewis  H.  Avery,  president  of 
Avery-Knodel,  who  has  resigned. 

PEOPLE   OX    THE   MOVE: 

Marian  Finney  to  supervisor  of  the 
national  sales  departments  at 
WCPO-TV  and  radio,  Cincinnati 
.  .  .  Ivan  Toncic  to  the  sales  staff 
of  WTRF-TV,  Wheeling  .  .  .  Ray- 
mond C.  Laws  to  news  director  of 
WOKR,  Rochester  .  .  .  R.  T.  Clau- 
sen, W.  M.  Costa  and  J.  H.  Shoe- 
maker to  vice  presidents  of  A.  C. 
Nielsen  .  .  .  Charles  Rvan  to  news 
editor    of    WSAZ-TV,    Charleston. 

radio  stations 

That  radio  undersells  itself  was  the 
consensus  of  opinion  from  speakers 
at  the  Executive  Conference  of  the 
New  York  State  Broadcasters  Assn. 

Among  the  statements  from 
agencymen: 

Sam  Yitt.  vice  president  and 
media     director     of     DCS&.-S     said 


"Broadcasters  suffei  from  an  in 
iciioinv  complex  regarding  radio 
.iiul  ilns  stands  in  the  vv.iv  ol  theii 
realizing  its  fullest  moncv  making 
potent  i.d. 

Ed  Flei  i.  assoi  iate  media  dire*  toi 
ol  BBDO,  underlined  the  lack  ol 
information  from  radio.  Ii  can't 
|)i  ov  ide,  he  s.iid,  ".is  ii i in  h  mloi  ma- 
tion  .is  < .in  the  othei  media  ( om 
peting  lot  the  same  budget."  Fieri 
suggested  the  industry  search  foi  an 
alternative  to  ratings  as  a  sales  yard 

s|i(  k 


Spoils   sales:    VVNEW,    \-    .    Vork, 

( ovei  age  <>l   the  New   \<>i  k  ( >iants 

-.lines   to    Ballantine     1  st)  i,    I  s  \l 

|\\  I  i.    Howard    (  loth<  s   I  Mogul, 

Willi. mis    \    S.i\  loi  i    .ind    tin     ( .Mil 

\i  l.iiti i<  \  l*.H  i Ik  I  ea  Co  ( .nd 
in  1 1  .  .  .  University  oi  Califoi  nia 
football  .ind  basketball  games  on 
KSFO,  San  I  i  am  is<  o  and  the  <  rold 
en  \\  esi  Radio  Netwoi  k  to  Penn 
/oil.  I  i  .nis  ];.i\  s.i\  ings  s  I  o.iii 
\smi  ( ,i  in  i .ii  Motors  lot  liuii  k, 
.mil  Ulstate  .  .  .  l'i  mi  Stat<  foot 
ball   on   WCAU,    Philadelphia,   to 


11  OTHER  MAJOR  TV  SET  MAKERS 
NOW  RIDING  COLOR  TV  BANDWAGON 

In  the  past  year,  eleven  other  major  TV  set  manufac- 
turers have  jumped  on  the  fast-rolling  Color  TV  band- 
wagon built  by  RCA.  And  they're  investing  in  Color  with 
millions  of  dollars  of  their  advertising  funds.  Demand 
for  RCA  Color  picture  tubes  has  also  required  two  new 
plant  additions  this  year.  The  Color  TV  picture  is  bright 
today  with  broadcasts  of  movies,  cartoons,  variety, 
sports,  drama  and  news  specials.  For  information  call 
B.  I.  French,  RCA,  30  Rockefeller  Plaza,  New  York  20, 
N.  Y.,  Tel:  MU  9-7200,  Ext.  RC  388.  Ask  for  the  new 
brochure  "Color  Television  Facts." 


SPONSOR/  17    SEPTEMBER    1962 


57 


Ritter  Prod  nets- Food  Fail  (S.  E. 
Zubrow)  and  Knights  Insurance 
(Svkes)  .  .  .  Harvard  football  games 
on  WNAC,  Boston,  to  First  Na- 
tional Hank  ol  Boston  and  the  Old 
Colony  Trust  Co.,  for  the  fourth 
consecutive  year. 

Happy  Birthday:  To  KJFRC,  San 
Francisco,  which  signed  on  the  air 
•>8  years  ago  (his  21  September. 

Kudos:  WXYZ's  16-page  brochure 
outlining  the  Detroit  station's  15- 
hour  broadcast  from  the  Michigan 
State  Senate  Chamber  has  been 
placed  in  the  Library  of  Congress 
...  At  the  annual  meeting  of  the 
Florida  Dairy  Farmers  Federation 
Frank  Johnson,  farm  director  of 
WFLA,  Tampa-St.  Petersburg,  got 
the  group's  outstanding  award  .  .  . 
Brigadier  General  Joseph  A.  Bul- 
ger, Nassau  County  Director  of 
civil  defense,  has  appointed  Bill 
Nelson,  WHLI,  Hempstead,  public 
affairs  director  to  the  post  of  cora- 
mercial  radio  coordinator. 

PEOPLE   ON   THE   MOVE: 


Gerald  M.  Goldberg  to  public  re- 
lations director  at  WINS,  New 
York  .  .  .  Edwin  M.  Fisher  to  ac- 
count executive  at  OXR  Network 
.  .  .  Ken  Ovenden  to  director  of 
broadcast  operations  and  Dick  Cov- 
ington to  program  director  at 
WEEI,  Boston  .  .  .  Bernard  Mann 
to  station  manager  of  WROV, 
Roanoke  .  .  .  Jerry  Hahn  to  fm 
operations  manager  of  KXOL,  Ft. 
Worth  ...  J.  Fred  Perry  to  assistant 
manager  and  local  sales  manager 
of  KCRS,  Midland  .  .  .  Ken  Schulze 
to  the  local  sales  staff  at  KBWD, 
Brownwood,  Tex.  .  .  .  James  M. 
Trayhern  to  sales  manager  of 
WBBF,  Rochester  .  .  .  John  J. 
Corrigan  to  program  manager  of 
WWVA,  Wheeling  ...  Art  Sim- 
mers to  general  sales  manager  at 
WPTR,  Albany  .  .  .  Tad  Ware  to 
assistant  advertising  and  sales  pro- 
motion director  of  Westinghouse 
Broadcasting  Co.  .  .  .  Ted  Pettit  to 
sales  promotion  and  merchandis- 
ing manager  at  KNX,  Los  Angeles 
.  .  .  Fred  Harm  to  general  manager 
of  WAIT,  Chicago  .  .  .  Bob  Bruton 
to  operations  manager  of  KTOK, 


Oklahoma  City  .  .  .  Lee  Sutton  to 
farm  director  of  WWVA,  Wheel- 
ing .  .  .  Charles  Jones  to  the  sales 
staff  of  WPDQ,  Jacksonville  .  .  . 
Randy  Archer  to  assistant  general 
manager  and  sales  manager  of  KVI, 
Seattle  .  .  .  Ralph  E.  Green,  Jr.  to 
directoi  of  engineering  at  WCAU, 
Philadelphia  .  .  .  Michael  Haupt- 
man  to  promotion  manager  of 
WINS,  New  York. 

fm 

A  110-hour  "Stereothon"  will  be 
broadcast  direct  from  the  7th  an- 
nual New  York  High  Fidelity  Music 
Show7  2-6  October. 

Undertaking  the  mammouth 
project  is  WTFM,  New  York.  It 
will  highlight  the  exposition's  sa- 
lute to  the  first  anniversary  of  fm 
stereo  broadcasting  in  the  U.  S. 

Now  in  its  second  year  of  stereo 
broadcasting,  KLSN,  Seattle,  has 
extended  its  stereo  schedules. 

The  station  is  now  broadcasting 
in  stereo  1 17  bonis  a  week  out  of  a 


newsmakers  in  tv/radio  advertising 


Robert  A.  Behrens  has  been 
elected  vice  president  in  charge 
of  sales  for  Official  Films.  He's 
been  general  manager  of  syndi- 
cated sales  and,  prior  to  that, 
eastern  sales  manager  for  the 
c  ompain.  Before  joining  Official, 
he  was  an  account  executive 
with  ITC,  its  predecessor  TPA, 
and  was  in  programing  and  sales 
at  WCAX-TV,  Burlington. 


Raymond  A.  Gardella  has  taken 
met  as  sales  promotion  managei 
for  Robert  E.  Eastman.  For  the 
past  five  years  he's  been  a  space 
salesman  with  the  Hearst  Adver- 
tising Service.  Earlier  he  was 
merchandising  manager  of  the 
New  York  Journal  American. 
While  at  Hearst,  Gardella  spe- 
cialized in  major  food  advertis- 
ing. 


Jack  L.  Williams,  new  program 
manager  of  KDKA,  Pittsburgh, 
his  most  recently  been  assistant 
program  manager  of  WBZ,  Bos- 
ton. Before  that  he  was  advertis- 
ing and  sales  promotion  man- 
ager for  the  Boston  station  and, 
from  1955-1957,  publicity  direc- 
tor of  KDKA.  At  WBZ  he  has 
specialized  in  documentaries  and 
public    sei\  ic  e   piograming. 


Donald  J.  Badger  has  been  ap- 
pointed general  sales  manager  ol 
WIIM-I  V,  the  new  station  in 
Grand  Rapids-Kalamazoo  which 
signs  on  the  air  1  November. 
Badgei  was  ])ie\  ioiish  general 
sales  managei  ol  WJIM-TV, 
Lansing,  and.  prioi  t<>  that,  was 
local-regional  sales  manager  for 
Kl  I  V,  Omaha,  a  post  he  held 
for  five  vears. 


58 


SPONSOR/ 17   SEPTEMBER    1962 


total    l)io.i(l( ;ist    schedule    <>l     123 

horn  s. 

PEOPLE  ON  THE  MOVE:  Jack 
I.  Moore  n>  president,  Troy  1..  Scat- 
tarella  to  vice  president,  Bruce  B. 
Mames  to  secretary  and  Lloyd  IV 
Sherman  to  treasure!  "I  Contem 
porary  Radio,  licensee  and  opei 
aior  ol  WAY! i,  \l inneapolis. 

networks 

Network  tv  gross  time  billings 
showed  a  16.293  increase  in  July  of 
i his  year  while  the  increase  for  the 

first   soon   months  was    12..!'  ,  . 

I  \  B  i eported  that  |ul\  hillings 
were  >ii l. :>(.(). 7SS,  compared  with 
$55,368,767  in  July  1961.  The 
seven  months  total  For  l!*i)L'  was 
$452,133,403  against  $402,682,508  a 
year  ago. 

ABC  TV  billed  si  16,399,057,  up 
6.9"  ,  from  the  first  seven  months 
.1  yeaj  ago;  CBS  TV  $175,308,133, 
up  17'  !  .md  NBC  rV  $160,426,- 
213,  an  increase  of  L1.5' ,. 

TvB  also  reported  that  22  of  29 
network  product  categories  showed 
increases  in  the  firsi  hall  of  the 
year  over  1961,  paced  1>\  toiletries, 
drugs,  smoking  materials,  food. 
confectioner}  and  sofl  drinks  and 
automotives. 


The  appointment  of  Giraud  Ches- 
ter as  second  in  command  to  Mort 
Werner  in  the  NBC  TV  program- 
ing executive  lineup  has  been  con- 
firmed. 

Chester  rejoins  NBC  as  \  ic  e  pres- 
ident, program  administration,  aft- 
er being  at  ARC  TV  as  vice  presi- 
dent in  charge  of  daytime  program- 
ing and  a  member  of  the  plans 
board. 


Sales:  Wynn  Oil  (law  in  Wasey, 
Ruthrauff  8c  Ryan)  has  extended 
its  NBC  Radio  advertising  through 
the  remainder  of  the  year. 

PEOPLE  ON  THE  MOVE:  Rob- 
ert C.  Mayo  to  managing  director 
of  CBS  Europe  and  CBS  Limited 
.  .  .  Herbert  Jellinek  to  the  new  po- 
sition of  director  of  budgets  and 
cost  control,  western  division,   \1'»C. 


reps 


A  new  IV(i\  stud)  points  up  the 
strong  trend  to  spot  i\  b\  mem- 
bers ol  the  cosmetic-toiletries  in- 
dusti  \. 

I  he  (  ategoi  v    i 1 1<  i  eased   its  spol 
i  \  expendii  ure  by  7  1',   mi  he  five 
\  en    pei  iod   from    1 956  1961,  avei 
aging  a    I  "•'  ,    gain  annually     Con 
( in  i cm l\ ,    the    1 1  poi  i    iioics.    ( . is 

mel  i(     sales    mi  i  eased    l>\    .1    i  ei  01  d 

$612,000,000,  a  50'  ,   advana 

(  ..litis  for  olhel   media  dm  ine  I  lie 


s.iiik    period:  imund   u   up   i  , 
magazines    up     10'  ,       Newspapt  i s 
de<  lined  by   I 

1 1  .i    nioi  (    details    si  i    stoi  \    on 
pagt    18    this  issut 

Rep  appointments:  WFPG,  Vtlan 
ii<  City,  to  Prestige  Representa- 
tion Organization  kl  PI  1 1  \I), 
Phoenix,  to  I  M  Spol  Sales  .  . 
k "*  \.  San  Francisco,  to  Edward 
IYir\ ,   from    Kohei  i    |  .isiiii.ni 

New  quarters:  Prestige  Representa* 


COLOR  TV  SET  SALES  SIZZLE 
AT  RECORD-BREAKING  PACE! 

Color  TV  set  sales  for  RCA  Victor  showed  an  astounding 
139','  increase  for  the  first  six  months  of  '62  as  compared 
with  the  same  period  last  year.  Enthusiasm  and  demand 
for  Color  TV  still  outstrips  set  supply  .  .  .  despite  two  new 
RCA  plant  additions  this  year  and  the  entry  of  11  other  set 
manufacturers  into  Color  TV.  It's  growing  fast,  broad- 
casting movies,  cartoons,  variety,  sports,  drama  and  news 
specials.  Find  out  how  Color  TV  can  pay  off  for  you  from: 
B.  I.  French,  RCA,  30  Rockefeller  Plaza,  New  York  20, 
N.  Y.,  Tel:  MU  9-7200,  Ext.  RC  388.  Ask  for  the  new 
brochure  "Color  Television  Facts." 


SPONSOR/  17    SEPTEMBER    1962 


59 


tion  Organization  moves  to  new 
and  larger  New  York  offices  at  441 
Lexington  Avenue  on  1  October 
...  In  an  expansion  of  its  Phila- 
delphia facilities,  Broadcast  Time 
Sales  has  moved  its  sales  offices  to 
larger  quarters  at  70(i  S.  Washing- 
ton Square  and  named  Robert  H. 
Prater  new  branch  manager.  Phone 
number  is  PEnnypacker  5-3432. 

PEOPLE  ON   THE  MOVE:  Jack 

Pohle  to  account  executive  at  CBS 
Radio  Spot  Sales,  Los  Angeles  .  .  . 
John  Katz  to  the  Dallas  radio  sales 
staff  of  The  Katz  Agency  .  .  . 
George  Schmidt  to  New  York  sales 
manager  and  Tom  O'Brien  to  sales 
executive  at  Radio  T.V.  Represent- 
atives. Schmidt  replaces  Tom  Car- 
roll who  has  resigned  .  .  .  Mark  S. 
Ellentuck  to  business  manager  of 
ABC  TV  Spot  Sales  .  .  .  Bruce 
Houston  to  the  New  York  sales 
staff  of  Robert  E.  Eastman  .  .  . 
Junius  Fishburn  to  the  New  York 
sales  staff  of  ABC  TV  Spot  Sales. 

film 

If  the  sales  story  here  in  New  York 
is  any  indication,  Arrowhead   Pro- 


In  Chicago  Radio 

ONE  STANDS  OUT 


WLS  is  FIRST  in  PULSE 


20  8*.  -  Average     '/«     hour    share,    6    AM-MId- 
nlght,  Monday-Saturday,  PULSE,  Chicago  8     \ 
County  Area,  June  1962.  ^ 


WLS  is  FIRST  in  HOOPER 


20.3V.  -  Average  '  4  hour  share,  7  AM-6  PM, 
Monday-Friday,  HOOPER,  Chicago,  June/ 
July  1962. 


WLS  is  FIRST  in  NIELSEN 


683, 10O  homes  —  Different  homes  reached  In 
•  verag«  3  hour  day  part  over  4  week  period. 
Monday-Friday,  nsi,  Chicago  Area,  July  1962. 


<5i;.W^LS 


the  bright  sound  of  Chicago  Radio 

Owned  and  operated  by  American  Broadcasting-Paramount  Theatres,  tnc 


ductions  can  feel  pretty  confident 
about  the  6  October  debut  of  its 
new   late-night   show   "Weekend." 

The  roster  of  buyers  on  WOR- 
TV  includes  some  of  the  major 
spot  accounts  in  the  business:  Col- 
gate's Wildroot  (Bates)  and  Dyamo 
(NC&K);  Lever's  Lux  (JWT); 
Philip  Morris'  Parliament  (B&.-B); 
General  Foods'  Minute  Rice  (Y&R). 

The  show,  starring  ferry  Lester, 
starts  next  month  in  some  seven 
Four  Star  Distribution  Corp.,  the 
new  distributing  subsidiary  of  the 
Dick  Powell-Tom  McDermott  Four 
Star  outfit,  will  start  its  selling  sea- 
son with  five  off-network  series. 

Available  for  sale  are:  "Target, 
The  Corruptors,"  "Robert  Taylor's 
Detectives,"  "Dick  Powell's  Zane 
(>ie\  Theater,"  "The  Law  and  Mr. 
Jones,''  and  "Stage  Coach  West." 


Sales:  Seven  Arts'  series  of  13  one- 
hour  tv  Concert  Specials,  which 
premiered  in  New  York  and  Wash- 
ington, D.  C.  this  summer,  to  23 
additional  markets  for  a  late-fall 
debut.  Four  additional  deals  were 
also  made  for  "Films  of  the  50's" 
.  .  .  Fremantle  International  has 
sold  "The  World  Series  of  Golf" 
in  six  overseas  markets  .  .  .  New 
sales  on  United  Artists  Television's 
"The  Story  of  .  .  ."  bring  the  mar- 
ket total  to  110. 

New  quarters:  ITC  is  now  located 

ii  ~.r.i~^  Madison  Avenue,  New  York 
22.  The  telephone  number  re- 
mains the  same:   PLaza  5-2100. 

PEOPLE  ON  THE  MOVE:  James 
T.  Victory  and  Ralph  M.  Barucfa 
lo  vice  presidents  of  CBS  Films  .  .  . 
Leonard  E.  Hammer  to  director  ol 
station  representatives  sales  ;n 
Seven  Arts. 

public  service 

On  the  editorial  front,  two  sta- 
tions have  attracted  international 
attention. 

•  WOLF,  Syracuse,  questioned, 
in  an  earl)  August  editorial,  the 
"seemingly  belligerent  attitude  ol 
Israel  and  iis  failure  to  cooperate 
in   Robert   Soblen's  return   to  the 

!    .    S."     A    ( op\    was   scui    to    Pi  iinc 

'  !  inistei  1 '.i\  id  Ben  Gui  ion  and  .i 
reply,  clarifying  Israel's  position  in 


the  matter,  received  from  the  Vice- 
Consul  of  the  Israel  Office  of  In- 
formation. 

•  An  effort  by  WCKR,  Miami, 
to  spotlight  Russian  propaganda  by 
utilizing  excerpts  from  Radio  Mos- 
cow has  aroused  Soviet  ire.  The 
North  American  Service  carried,  in 
turn,  a  commentary  9  September 
blasting  the  station  and  manager 
Milt  Komi  to  for  labeling  Commu- 
nist  broadcasts  as  "dangerous." 


Public  Service  in  Action: 

•  WFLA-TV,  Tampa-St.  Peters- 
burg, produced  a  special  prime- 
time  panel  discussion  on  encepha- 
litis because  of  the  outbreak  of  the 
disease  in  the  station's  coverage 
area. 

•  The  FBI  has  credited  WBZ, 
Boston,  newsman  Art  Gardner  with 
direct  help  in  the  capture  of  al- 
leged murderer  Arthur  King. 

\  WNAC-TV,  Boston,  fed  the 
debate  between  George  Lodge  and 
Rep  Laurence  Curtis,  Republican 
candidates  for  Massachusetts  Sena- 
tor, to  three  other  local  stations. 

•  KNTV,  San  Jose,  invited  gu- 
bernatorial candidates  Nixon  and 
Brown  to  appear  on  the  station  to 
debate  rules  for  a  larger  statewide 
debate. 

•  WRVR,  New  York,  is  running 
a  lour-part  series  on  the  treatment 
of  narcotics  addicts. 

•  WCBS-TV,  New  York,  has 
started  a  new  series  called  "News 
makers,''  which  probes  the  top  lo- 
cal news  story  of  the  week. 

•  WABC,  New  York,  has 
launched  a  month-long  informa- 
tional and  fund  raising  campaign 
on  behall  ol  Lincoln  Center,  the 
si. 1 1  ion's  new  neighbor  and  the  c  it\'s 
new  cultural  center.  The  station 
is  donating  100  of  its  prime-time 
in  u s(  .ist s  to  1  .incoln  Center  for  use 
in  publicizing  lund  raising  benefit 

<  one  el  Is. 

•  W  NBC-TV.  New  York,  in- 
vited Kenneth  (.root,  executive  set 

iei.ii\    ol    New    York's    AFTRA    lo- 
cal and    Richard   D.   Heffner,  gen 
eral    manager   ol    WNDT,    educa- 
tional c  hannel,  to  debate  theii  dif- 
lei  cue  es  on   the  .in  . 

•  An  offer  ol  free  time  for  a 
seiies  ol  ei^lu  pie  elect  ion  debates, 
made  b\  WTIC  radio  and  i\ .  Hart- 
ford, has  been  accepted  l>\  Demo- 
cratic   and    Republican    candidates 


GO 


SPONSOR      17    SEPT]  MBER     1962 


loi    Governor,    Senatoi    and   (Con- 
gress. 

•  KDKA-TV  and  radio,  Pitts- 
burgh, attacked  in  editorials  the 
propriety  of  an  offer  by  the  Alle- 
gheny County  Laboi  Committee  of 
$5,000  ;is  an  indue  cinenl  to  union 
members  to  participate  in  the  elec- 
tions. 

•  RAPE,  San  Antonio,  is  offei 
ing,  free  of  chaise,  two  hour-long, 
locally-produced  programs  on  ju- 
venile delinquency.  Stations  inter- 
ested should  send  a  blank  tape  to 
the  station  for  dubbing. 

•  WJRZ,  Newark,  has  scheduled 
a  special  46-program,  Eve-minute 
series  called  "New  Jersey's  Cam- 
paigners," to  follow  the  11  p.m. 
newscast  starting  19  September. 


Kudos:  The  National  Multiple 
Sclerosis  Societ\  presented  a  spe- 
cial award  to  the  ARC  Radio  o&o's 
loi  their  "Highways  to  Hope"  pro- 
gram .  .  .  One  in  the  WTAE,  Pitts- 
burgh,  seiies,  "Time  loi  Decision," 
a  show  called  "Unemployment  in 
the  Pittshurgh  Area"  has  been  in- 
cluded in  the  Library  of  Congress 
.  .  .  KCRS,  Midland,  has  won  the 
Associated  Puss  Uigusl  "Ke\  Sta- 
tion" award  lot  outstanding  cover- 
age of  a  single  storv. 

PEOPLE  ON  THE  MOVE:  Gene 
Mc  Pherson  to  head  of  the  new- 
Documentary  Unit  at  WLWT, 
Cincinnati. 


equipment 


Factory  sales  of  receiving  tubes  and 
tv  picture  tubes  showed  a  midsum- 
mer drop  in  July,  l>oth  to  the  low- 
est monthly  total  of  this  vear,  ac- 
cording to  EI  A. 

Tv  picture  tubes  dropped  to 
564,022  units  worth  $11,064,357  in 
July,  from  June  totals  of  710,788 
worth  514,252,811.  July  sales  of 
receiving  tubes  totaled  21,122,000 
valued  at  ( 19,612,000,  against  29,- 
649,000  worth  $24,587,000  the 
month  before. 

Cumulative  totals  for  this  year 
were  5,121,165  picture  tubes  worth 
$98,397,051  and  207,1)25,000  receiv- 
ing  tubes   valued   at    SI 73.952,000. 


Kudos:    Pierre    Men/,   engineering 
SPONSOR     17    SEPTEMBER    1962 


consultant    lot    broad   band   trans 

mission  problems,  lias  been  n. lined 
as  ice  ipienl  <>l  the  l)a\  id  S.n  noil 
( .old  Medal,  aw.u  (led  aiimi.ilK  \)\ 
the  SMP  I  I 

PEOPLE  ON  THE  MOVE:  Roland 
J.  Kail)  to  vice  president  and  gen- 
eral manage]  Oi  Pilot  Radio,  Long 
Island  Cit)  .  .  .  Robert  H.  Reiss- 
wenger, general managei  <>l  ferrold 
Electronics,    Philadelphia,   Donald 

Spaniel,  general  manager  of  II. n 
man  Kaiclon,  Plainview,  and  Paid 
Garrison,  general  manager  of 
Technical  Appliance  Corp.  to  vice 
presidents  .  .  .  Robert  C.  Sprague, 
chairman  ol  the  board  of  the 
Sprague  Electric  Co.,  was  re-named 
the  chairman  of  the  EIA  Electronic 
Imports  Committee  ...  J.  A.  Mill- 
ing, president  of  the  Sams  Divi- 
sion of  Howard  \V.  Sams  $c  Co., 
has  been  reappointed  chairman  of 
EIA's  distributor  relations  commit- 
tee .  .  .  Kenneth  W.  Bilby,  vice 
president  of  public  affairs  at  RCA, 
has  been  elected  an  executive  vice 
president  of  the  company. 

station  transactions 

WSAM  (AM  &  FM),  Saginaw, 
Mich.,  has  been  sold  for  $300,000. 
Buyer  Kenneth  Hugh  Mac  Donald 
is  associated  with  WPAG,  Ann 
Arbor. 


I  Ik     pic\ ions    i.w in  i     was    the 
Knoii    Group 

Brokei :  Bla<  klmi  n. 


K.THS,    little-   Rock,   has   hec  n    pin 
chased     l>\     the-     I  in     P.ioadc  asl  ing 
Corp.  ol    Nashv  die. 

(  .ill  Icitci  s  have  been  i  hanged 
to    K  \  H 

I  in  ( !oi p.  also  operates  W  \K  Y. 
Louisville,  KEEL,  Shreveport,  .m<! 
\\  \l  \k     Nashville. 


Kaiser  Broadcasting  division  has 
applied  to  the  FCC  for  uhf  stations 
in  Chicago,  Detroit,  and  Burling- 
ton, N.J. 

The  action  follows  Kaisci  \  appli- 
cation in  July  for  uhl  channels  in 
San  Francisco  and  Corona. 

KXOA, Sacramento,  wants  it  known 
that,  contrary  to  previous  news  re- 
leases which  have  appeared  in  the 
pi  ess  prematurely,  the  station  has 
not  been  sold. 

President  Riley  Gibson  acknowl- 
edged that  negotiations  had  been 
conducted  over  the  past  two  months 
with  Norwood  J.  Patterson,  owner 
of  K.SAN,  San  Francisco. 

Power  increase:  WSBT-TV,  South 
Bend,  is  now  operating  from  its 
new  tower-antenna  with  an  increase 
to  180  kw  visual  and  210  kw  audio 
power.  ^ 


/' 


Outstanding  values  in  broadcast  properties 


\ 


Excellent    fulltime    facility.    Good    potential    and 
liberal    terms    to    the    qualified    buyer.    Not    an 
absentee   situation. 

HAWAII 

$300,000 

Fulltime    AM    located    in    a    top    summer-winter 
resort     area.    Ideal     for    an     owner-manager-sales 
manager.   Good   term-. 

CALIFORNIA 

$150,000 

BLACKBURN  &  Company,  Inc. 

RADIO  •  TV  •  NEWSPAPER  BROKERS 
NEGOTIATIONS  •  FINANCING  •  APPRAISALS 

WASHINGTON,  D.  C     CHICAGO                       ATLANTA                       BEVERLY  HILLS 

lames  W.   Blackburn        H.   W.   Cassill                   Clifford  B.  Marshall       Colin   M.   Sclph 
jack  V.   Harvey                William   B.   Ryan              Stanley  Whitaker            c    Bennett  Larson 
Joseph   M.  Sitrick            Hub   Jackson                         .      r                                Bank  of  America  Bldg 
Cerard   F.   Hurley             333  N.  Michigan  Ave.     |0,h"  »  Williams             9465  wl|snlre  B,vd 
RCA   Building                   Chicago,   Illinois              "02  Healey  Bldg.           Beverly   Hills.   Calif. 
FEderal  3-9270                Financial  6-6460             |Ackson   5-1576               CRestview  4-8151 

61 


SELLER  5 

VIEWPOINT 


Frank  talks  to  buyers 
of  air  media  facilities 


IS  RADIO  SOLD  BY  MEN  OR  BOYS? 

By  Robert  Hyland 


Why  do  advertisers  consistently 
undervalue  radio?  Why  do 
leading  buyers  of  broadcast  time 
allot  only  six  to  ten  percent  of 
their  advertising  budgets  to  spot 
radio?  Why  do  major  agencies 
state  in  plain  terms  that  they  re- 
gard radio  only  as  a  "supplement 
medium"?  Why  do  advertisers  de- 
mand merchandising  and  promo- 
tional "icing"  to  become  interested 
in  the  radio  "cake"?  Why  do  time- 
buyers  regard  a  50-cent  radio  cost- 
per-1,000  as  "too  high"  while  a  $2 
television  c-p-m  is  "just  right"? 
Win  do  retailers  dose  the  door  on 
local  radio  salesmen?  Why  .  .  .  and 
why  .  .  .  and  why? 

These  questions  keep  radio  men 
awake  nights.  Yet  I  think  they  all 
have  only  two  basic  answers:  radio 
has  failed  to  tell  its  story  properly 
to  agencies  and  clients,  and  radio 
has  failed  to  put  its  best  program- 
ing loot   lot  ward. 

How  has  radio  failed  to  tell  its 
story?  I  believe  it  is  a  matter  of 
attitude.  Radio  salesmen  are  all 
too  ready  to  accept  the  leavings  of 
a  television  budget  or  the  fringe 
dollars    in       multiple-media    "shot- 


gun"  campaign.  They  approach 
clients  as  though  they  don't  expect 
i  he  big  dollars. 

Radio  salesmen  seem  to  delight 
in  emphasizing  how  their  medium 
is  the  "cheap"  buy.  They  fail  to 
slate  that  for  many  clients  it  is  the 
i  fsential  buy,  with  its  geographi- 
cal reach  beyond  city  limits  and 
its  mobility  and  flexibility  match- 
ing many  product  sales  needs. 

They  argue  for  a  token  portion 
of  the  advertising  budget,  instead 
of  showing  how  30,  40  or  even  50% 
of  the  budget  can  work  for  the  ad- 
vertiser in  radio.  They  fail  to  reach 
out  to  new  sales  horizons  and  new 
product  and  sen  ice  categories. 
They  sell  rating  points  rather  than 
program  content;  mere  handising 
gimmicks  rather  than  acceptance; 
intra-medium  rank,  rather  than 
their  own  medium's  full  potential. 
In  short,  they  sell  as  though  the) 
do  not  respect   their  product. 

Radio  has  had  good  and  valid 
reasons,  in  the  past,  for  this  milk- 
toast  altitude.  After  two  decades  of 
being  queen  of  the  family  living 
loom,  radio  was  displaced  by  its 
glamorous    younger    sister,    televi- 


Robert  Hyland,  general  manager  of 
KMOX,  St.  Louis,  began  his  broad- 
casting career  as  a  salesman  for 
WTAD,  Quincy,  III.  in  1940.  After 
the  Navy  he  joined  WBBN,  Chi- 
cago, as  account  executive,  in  1952 
he  took  tlif  position  <>l  sales  mgr. 
for  KMOX,  latei  becoming  station 
gen.  mgr.  and  CBS  radio  v./>.  //< 
is  currently  president  of  the  St. 
/  ouis    Id' ■<  i  tising  club. 


sion.  The  radio  was  all-too-often 
relegated  to  the  youngsters'  room, 
and  station  men  began  to  program 
accordingly. 

No  wonder  radio  salesmen  went 
on  the  defensive.  Stations  were  pro- 
graming as  though  they  did  not  re- 
spect their  medium's  potential. 
They  were  programing  as  though 
they  were  satisfied  with  reaching 
fourteen-year-old  buying  potential. 
I  use  the  past  tense  advisedly,  be- 
cause now  there  is  a  decided  trend 
in  radio  to  come  off  the  defensive 
in  programing — and  in  selling. 
There  is  a  trend  to  adult  program- 
ing of  substance. 

KMOX  program  topics  range 
from  marital  incompatibility  to 
the  problems  of  our  St.  Louis 
School  Board.  Our  concert  and 
theatre  reviews  are  as  penetrating 
as  those  in  the  daily  newspaper; 
our  series  of  reports  on  the  nar- 
cotics problem  are  as  compelling 
as  any  television  program;  our 
news  interpretation  as  informative 
as  that  of  any  magazine. 

This  is  grown-up  programing. 
And  we  are  getting  grown-up  re- 
sults ...  in  audience  and  in  sales. 
We  have  converted  thousands 
"who  haven't  listened  to  the  radio 
in  years."  And  we  have  billed 
thousands  from  advertisers  "who 
haven't  bought  radio  since  televi- 
sion.'' 

We  believe  that  radio  stations 
across  the  nation  should  tell  this 
stoi\  aggressively,  and  tell  it  now. 
We  believe  radio  stations  should  not 
ask  for  the  "less  than  five  percent" 
crumbs  ol  local  or  national  adver- 
tising budgets,  but  should  seek  10, 
20,  50  or  even  100%  of  the  budgets 
for  radio  tests,  and  pi  o\  e  cone  lusive- 
l\  to  the  advertiser  how  such  tests 
pay  off  in  sales  results.  The  Radio 
Advertising  Bureau  has  taken  a 
worthwhile  step  in  this  direction 
with  iis  "Test  Market  Plan."  Every 
radio  station  can  well  make  similar 
tests  with  local  advertisers  in  their 
own  communities.  Such  tests  would 
convince  these  advertisers  that  ra- 
dio has  Faith  in  itself.  And  the 
basic  strength  of  the  medium 
would  soon  sell  itself  better  than 
we  c  ould  possibly  sell  it. 

We  are  now  programing  like 
nun.  instead  of  boys.  It's  time  we 
sold  like  men.  ^ 


62 


SPONSOR     17    SEPT!  miur    1962 


'SPOT-SCOPE 


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


A  follow-up  to  the  stock  piling  <>!  radio  spots  l>\  the  trading  sunups  in- 
volves a  saturation  campaign  just  out  of  the  Kin»  Korn  blueprint  room. 

As  reported  here  last  wick,  the  Bi.n  three  in  the  stamps  sweepstakes, 
S&H,  Plaid  and  [op  Value,  have  been  joined  in  then  availability  search 
1>\  Minneapolis-based  Gold  Bond.  Now  King  Korn  lias  jumped  on  the 
full  radio  bandwagon  to  toul  its  recently-awarded  MfcCalTs  Magazine 
seal  of  acceptance. 

Also  scouting  t\  spots  foj  the  purpose,  the  King  Korn  campaign  is  oui 
of  Powell,  Schoenbrod  8c  Hall. 

The  Coin  Flakes  radio  buy  reported  here  about  six  weeks  ago,  using 
Homer  and  Jethro  countr)  music  commercials,  continues  to  add  markets. 

Expanding  to  six  more  markets  List  week,  the  campaign  has  this  unique 
aspect:  Kellogg  is  buying  radio  with  tv  budgets,  so  its  quite  a  shol  in  the 
arm  for  the  medium. 

Strategy  note:  the  campaign's  central  theme  is  corn  music  for  corn 
flakes. 

Pharmaco  is  going  into  southern  tv  markets  as  well  as  New  York  and 
Washington,  D.  (..,  with  a  half-hour  program  aimed  at  the  Negro  market. 

This  is  the  second  big  spot  account  to  make  a  move  like  this  within  a 
lew  months.  The  first  was  Pet  Milk  (Gardner),  which  started  in  June 
with  a  15-minute  radio  program  in  top  markets  on  a  three-day-a-week 
basis  (see  SPOT-SCOPE,  11  May  1962). 

In  the  case  of  Pet,  the  agency  produced  the  program,  "Showcase."  The 
Pharmaco  venture  involves  a  gospel  sing  show  with  an  all-Negro  cast 
produced  by  an  outfit  called  Integrated  Communications  Systems. 

The  13-week  series,  "Tv  Gospel  Time,"  starts  this  month. 

Although  the  spot  tv  buying  pace  has  slowed  down  somewhat  after  a 
very  active  August,  business  still  coming  in  would  indicate  that  fall  buys 
are  by  no  means  complete  and  the  prominence  of  a  few  of  the  buyers 
that  good  avails  must  still  be  open. 

Heading  the  list  of  noteworthy  purchasers  is  Ralston-Purina,  snapping 
up  prime  and  fringe  minutes  in  some  185  markets  to  introduce  its  new 
Purina  Cat  Chow. 

This  item  was  tested  in  several  markets  last  year,  via  Gardner,  St. 
Louis,  and  is  now  ready  for  its  national  bow,  not  only  in  these  spot  mar- 
kets but  also  on  Ralston-Purina's  network  shows. 

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

SPOT  TV  BUYS 

Ralston-Purina  is  Inning  about   185  markets  to  introduce  its   new   (  al 

Chow.    Prime  and  fringe  minutes  will  be  used,  with  schedules  in  some 

markets  beginning  this  week  and  others  at  staggered  dates  throughout 

the  month  lor   15-week  runs.    Agency:  Gardner,  St.  Louis.    Buyer:   Pat 

Schinzing. 

Interstate  Bakeries  is  buying  eight-week  schedules  in  markets  where  its 


WSBT-TV  Towers 
Over  The 
South  Bend 
Market 

\\  kIi  .i  new  M»  i   '  tower 
\  and      iso, noii     watts, 

\\  SB!  1  V  is  the  most 
powerful  station  in  Indi- 
\  ana  and  Mi<  higan.  Wt 
now  serve  an  8,000  s<| 
mile  area  centered  b)  the 
iu  h  South  Bend-  Misha- 
waka-Elkhart  metro  zone 
Within    this    \\  sbi    i  V 

market  are  over   1 

residents!  Bs  rating  |  see 
an)  ARB  |,  plant  and  able 
personnel  WSB  I  I  \ 
towers  over  the  South 
Bend  market.  Get  all  the 
facts  before  \oiar  next  TV 
buv  in  South   Bend. 

WSBT-TV 

S  O  U?J  H     BEND.    INDIANA 

Channel    22 

\s 

Poul  H.  Raymer,  National  Representative 


^ 


In  Chicago  Radio 

ONE  STANDS  OUT 


WLS  is  FIRST  in  PULSE 


20.854-  Average  %  hour  share,  6  AM-Mld- 
nlght,  Monday-Saturday,  PULSE,  Chicago  8 
County  Area,  June  1062. 


WLS  is  FIRST  in  HOOPER 


20.3%-  Average  '«  hour  share,  7  AM-e  PM, 
Monday-Friday,  HOOPER,  Chicago,  June/ 
July  1962. 


WLS  is  FIRST  in  NIELSEN 


683,100  homes  -  Different  homes  reached  In 
average  3  hour  day  part  over  4  week  period, 
Monday-Friday,  NSl,  Chicago  Area,  July  1902. 


Sawn^s 


the  bright  sound  of  Chicago  Radio 

Owned  and  operated  by  American  Broadcasting  Paramount  Theatres,  Inc. 


SPONSOR/ 17    SEPTEMBER    1961 


63 


'SPONSOR 


President  and  Publisher 
Norman    R.    Glenn 
Executive  Vice  President 
Bernard  Piatt 

Secretary-Treasurer 
Elaine   Couper    Glenn 

EDITORIAL  DEPARTMENT 
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 
Mrs.    Ruth    S.    Frank 
Jane    Pollak 
William  J.   M(  Gut  tie 
Art   Editor 
Maury   Kurtz 

Production  Editor 
Barbara    Love 
Editorial  Research 
Cathy   Spencer 
Special  Projects  Editor 

David    Wisely 

ADVERTISING 

General  Sales  Manager 

Willard  L.  Dougherty 
Southern  Sales  Manager 
Herbert    M.    Martin,    Jr. 

Western  Manager 
John    E.    Pearson 
Northeast  Sales   Manager 
Edward   J.    Connor 
Production  Manager 
Leonice  K.  Mertz 
Sales  Service  Secretary 
Karen    Mulhall 

CIRCULATION 

Manager 
Jack  Rayman 

John    J.    Kelly 
Mrs.  Lydia   Martinez 
Sandra    Abramowitz 
Mrs.    Lillian    Berkof 

ADMINISTRATIVE 

Business  Manager 

C.   H.   Barric 

Assistant  to  the  Publisher 

Charles   Nash 

Accounting 

Mrs.    Syd    Guttman 

Reader  Service 

Mrs.    Lenore    Roland 

General  Services 

George    Becker 

Madeline    Camarda 

Michael    Crocco 

Irma  Feldstein 

Dorothy    Van    Lcuven 


Staff 


'SPOT-SCOPE 


Continued 


franchises  operate  under  such  corporate  names  as  Schulze  Division  and 
Dolly  Madison  Division.  White  bread  is  the  only  product  involved  in 
this  campaign.  Agency  is  Potts-Woodbury,  Kansas  City. 
Staley  Manufacturing  Co.  is  going  into  a  few  markets  to  supplement 
network  in  a  promotion  lor  Staley  Spray  Starch.  The  buy,  daytime  min- 
utes, is  for  10  weeks,  with  late  October  starts.  Agency:  Erwin  Wasey, 
Ruthrauff  &  Ryan.    Irene  Hess  is  the  buyer. 

Brown  &  Williamson  is  requesting  avails  in  about  60  markets  for  night- 
time minutes  for  a  13-week  schedule  to  begin  early  next  month.  The  re- 
quest is  on  behalf  of  Raleigh  and  Belair  cigarettes,  both  of  which  have 
been  heavy  in  the  network  participation  activity  of  B&W  for  the  past 
several  seasons.  The  buy  is  out  of  Keyes,  Madden  &  Jones.  Buyers  are 
Merle  Myers  and  Virginia  Russett. 

Goodyear  Tire  &  Rubber  will  launch  its  annual  snow  tire  promotion  on 
1  October  in  a  host  of  markets.  Schedules  will  run  for  nine  weeks  and 
the  call  is  for  fringe  minutes  and  sports  adjacencies.  Agency:  Young  & 
Rubicam.    Buyer:  John  Flournoy. 

Automobile  Manufacturers  Assn.  will  promote  the  Auto  Show  using  40 
I.D.'s  a  week  from  10-28  October.  The  buying's  being  done  out  of  Cun- 
ningham 8c  Walsh  by  Jerry  Sprague. 

Beecham  Products  starts  today,  17  September,  with  schedules  for  Bryl- 
creem.  Late  night  minutes  and  minutes  adjacent  to  sports  will  run  for 
nine  weeks.  Agency:  Kenyon  &:  Eckhardt.  Buyer:  John  Timko. 
Carter  Products  is  buying  on  behalf  of  Frenchette.  The  request  is  for 
night  minutes,  preferably  from  Wednesday-Friday,  to  run  from  1  Oc- 
tober for  seven  weeks.  Ted  Bates  is  the  agency  and  Erwin  Fleischer  the 
buyer. 

Bristol-Myers  is  lining  up  daytime  minutes  for  a  1  October  start  on  behalf 
of  Sal  Hepatica.  Agency:  Young  &  Rubicam.  Buyer:  Bill  Dollard. 
R.  T.  French  is  buying  several  markets  for  its  Instant  Potato  line.  Cam- 
paign starts  the  first  of  next  month  for  13  weeks,  using  day  and  fringe 
minutes  and  prime  20's.  Agency  is  Kenyon  &  Eckhardt  and  Louise  Haut 
is  the  buyer. 

Boyle-Midway  will  promote  Easy-Off  Oven  Cleaner  for  12  weeks  starting 
30  September.  Time  segments:  fringe  minutes.  Agency:  Tatham-Laird. 
Buyer:  Mike  Tomasone. 

SPOT  RADIO  BUYS 

Ncstle's  Nescafe  division  is  readying  a  7-week  drive  in  some  40  markets. 

Morning  drive  minutes  are  being  sought  for   the  campaign   which   is 

scheduled  to  break  8  October.   Agency  is  McCann-Erickson.    Ethel  Mel- 

cher  is  doing  the  buying. 

Nestle  is  buying  morning  minutes  and  nighttime  ID's  for  its  Eveready 

Cocoa  in  25  markets.  The  campaign  which  starts  15  October  will  run  for 

8  weeks.    Agency:  McCann-Erickson.    Buyer:  Judy  Bender. 

Cream  of  Wheat  is  looking  for  prime  time  morning  minutes  for  a  13- 

week  flight  scheduled  to  start  mid  October.   Two  or  three  stations  in  75 

markets  will  be  involved  in  the  buy.    Ken  Caffrey  is  doing  the  buying 

out  of  Bates. 


64 


SPONSOR     17  sKPiF.MBER  1962 


CHECK  OUR    fe 
FACTS,         Iltlk 
THEN  BUY 


TIE  HAUTE 


WITH 


31 


ijipv 


WTHI-TV  in  combination  with  Indianapolis 
stations  offers  more  additional  unduplicated 
TV  homes  than  even  the  most  extensive  use 
of  Indianapolis  alone. 

More  than  25%  of  consumer  sales  credited  to 
Indianapolis  comes  from  the  area  served  by 
WTHI-TV,  Terre  Haute. 

More  than  25%  of  the  TV  homes  in  the  com- 
bined Indianapolis-Terre  Haute  television  area 
are  served  by  WTHI-TV. 


This  unique  situation  revealed  here  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  foregoing 
with  authoritative  distribution  and  TV  audience  data. 


Edward  Pelry  A  Co..  Inc. 


WTH I  -TV 

CHANNEL  10 

TERRE  HAUTE, 

INDIANA 


Pafhe 


News, 


INC. 


presents 

THREE  NEW  QUALITY  CHILDREN'S  TELEVISION   PROGRAMS 
PRODUCED  TO  ENTERTAIN,  TO  INSPIRE  AND  TO   INFORM 


WONDERFUL 
LANET  EAR' 


130   FIVE-MINUTE  FILMS  SPECIALLY   PRODUCED 
BY    PATHE    NEWS   FOR   CHILDREN'S    PROGRAMMING 
Amazing  —  Unusual  —  Exciting  — 
Adventures  for  Children  of  all  Ages 


"The  WONDERFUL  PLANET  EARTH"  is  a  television  series 
which  tells  the  fascinating  story  of  our  earth.  If  presents 
to  these  fresh,  young  minds  the  strange  lands  and  peoples, 
the  explosive  volcanoes,  the  exotic  animals  and  amazing 
marine  life  which  dwell  in  its  vast  oceans.  This  series 
impresses  the  young  viewer  with  the  wonder  and  majesty 
of  this  wonderful  planet  Earth  which  astronomers  have 
called  the  favorite  child  of  the  sun. 


130  FIVE-MINUTE  FILMS  SPECIALLY  PRODUCED 
BY    PATHE   NEWS   FOR   CHILDREN'S   PROGRAMMING 

Our  Nation  s  Heritage  — 
Now  for  the  First  Time  for  Young  Viewers 


Each  "YANKEE  DOODLE  TALE"  tells  the  story  of  a  great 
American,  a  significant  event,  or  a  memorable  place  in 
our  country's  history.  This  is  a  series  you  can  program 
with  pride  secure  in  the  knowledge  that  it  will  inspire 
young  Americans  and  win  the  support  of  parents,  edu- 
cators and  community  leaders. 


strtbute 


65    FIVE-MINUTE    FILMS    SPECIALLY    PRODUCED 
BY    PATHE    NEWS   FOR   CHILDREN'S   PROGRAMMING 

The   Fascinating   and    Fantastic 
Achievements   of   Modern     Science 

A  stimulating,  interest-building  series  of  magnetic  appeal 
to  your  young  audiences,  "SCIENCE  SCOUTS"  presents  the 
visually  exciting  adventures  of  the  frontiers  of  science  in 
a  clear  and  easily  understandable  manner. 

Here  is  an  original  concept  of  children's  programming 
designed  to  capture  the  interest,  stir  the  imagination,  and 
answer  the  questions  of  inquisitive  young  minds.  This  series 
offers  your  station  a  unique  popular  science  program  espe- 
cially  created    to   be   both   entertaining   and    informative. 


a-Vue    corp 


245  West  55th  Street      New  York  19,  N.Y.      JUdson  6-1336  /  20613  Parthenia  Street  Canoga  Park,  Calif.  Diamond  1-4894 


PART  2    SPONSOR    /    17  SEPTEMBER   1962 


1 


16th  annual  factbook  for  advertisers  and  agencies 


BUYING  BALTIMORE?  LET  "BUD"  HELP!  * 


<fc 


For  the  14th  year,  "Bud"  is  ready,  willing  and  able 
to  help  you  buy  Baltimore.  Same  stand  .  .  .  same 
unmatched  knowledge  of  the  market  .  .  .  same  service 
with  the  personal  touch  and  the  sensibly  sharp  pencil. 


Ask  the  PETRY  MAN  to  get  "Bud"  busy^your  E 
more  buy — or  call  direct  "BUD"  (Willis 
Area  Code  301  ..  .  467-3000. 


%. 


1 


WBAL-TV,  BALTIMORE 

Maryland's  Broadcast  Center, Baltimore  11,  M  iryl  ind 


>  ko<w*eiert«^- 


?D 


1* 


"Charlotte  market  one  of  nation's 

fastest  growing... WSOC-TV  paving  way  for 

increased  sales"-  Henry  Fowler 


now  its 


<S&.  .^Perfect at 

H*i*>  cookouts! 


The  country's  ranking  Pepsi  bottler  (affiliated  since  1905)  knows  the 
persuasive  power  of  appeals  to  those  who  think  young.  That  is 
why  Charlotte's  active,  young-thinking  television  station  is  a  natural 
partner  for  this  veteran's  successful  sales  efforts  in  the  Carolinas. 
Get  more  action  from  your  advertising  dollars.  Get  on  Charlotte's 
WSOC-TV- one  of  the  great  area  stations  of  the  nation. 


WS@CTV 

CHARLOTTE  9-NBC  and  ABC.     Represented  by  H-R 


WSOC   and   WSOC-TV   are  associated   with   WSB  and   WSB-TV,   Atlanta,    WHIO   and    WHIO-TV,   Dayton 


The  "station  wagon"  set  —  as  well  as  the  sedan,  com- 
pact, import,  sports  and  used  car  sets  —  cram  what- 
ever space  is  available  with  2  billion  dollars  in  mer- 
chandise annually.  WOC-TV's  market  coverage  area 
.  .  .  the  largest  between  Chicago  and  Omaha,  Minnea- 
polis and  St.  Louis  ...  is  a  major  distribution  center 
and   a   recognized   test   market. 

WOC-TV  is  more  than  a  member  ol  the  com- 
munity .  .  .  it's  a  member  of  the  family.  With 
responsible  local  programing,  WOC-TV  has 
created  a  loyal  audience  thai  responds  with 
enthusiasm. 

Such  attention  carries  a  tremendous  impact 
on  the  2  billion  dollar  market  covered  by  the 
WOC-TV  signal.  The  average  household  has 
an  effective  buying  income  of  $6,091*  and  part 
or  what  and  why  they  spend  is  activated  hy  what 
they  see  and  hear  on  WOC-TV. 

The  image  and  impact  created  by  WOC-TV 
is  given  impetus  by  an  effective  sales  co-ordin- 
ating staff  that  establishes  and  maintains  con- 
stant liaison  between  the  advertiser  and  his 
retail  outlet. 

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

Sales   Management's   "Survey   of    Buying    Power    —    1962" 


WO€ 


TV0 


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

DAVENPORT,  IOWA 

THE   QUINT    CITIES   /    DAVENPORT    •    BETTENDORF    •    ROCK    ISLAND    •    MOIINE    •    EAST   MOLINE 


MVKKKT    (.1   ll'l 


Fisherman's  Wharf  in  San  Francisco  is  ac- 
cepted as  one  of  the  nation's  outstanding 
tourist  attractions.  Highlights  of  this  unique 
area  include:  15  seafood  restaurants,  a  fleet 
of  300  fishing  boats,  a  rebuilt  clipper  ship, 
import  stores  and  spectacular  views  of  the 
Bay,  the  city  skyline  and  the  (lolden  (late. 
Photo  li\  Moulin  Studios. 


ACCEPTANCE 

...  22  of  the  top  25  national 
spot  TV  advertisers  bought 
KTVU  last  year.  5  of  the  top 
5  spot  advertisers  bought 
KTVU.  And  so  did  the 
biggest  advertiser  of  them 
all!  Here  is  evidence  of 
advertisers'  acceptance  of 
the  San  Francisco  Bay 
Area's  independent  televisior 
station.  Programming  which 
meets  the  varied  tastes  of 
the  Bay  Area  TV  audience 
is  one  reason  Tor  tnis 
acceptance   Clean  commer- 
cial scheduling  with  no  triple 
spotting  and  no  product 
conflicts  is  another.  For 
greater  effectiveness,  join 
the  advertising  leaders 
and  buy  KTVU. 


The    Nation's    LEADING 
Independent  TV   Station 


KTWi 


CHANNEL 


SAN    FRANCISCO  •  OAKLAND 

Represented  Nationally  by  H.  R.  Television.  Inc. 


1962-63  TV  TIMEBUYERS'  MARKET  GUIDE 


l  compact  reference  to  basic  facts  on  multiple-station  tv  market* 


This  book  is  a  guide  for  advertising  executives. 

In  it  are  basic  facts  about  tv  markets  where  there 
are  three  or  more  stations.  (Plus  certain  key  mar- 
kets where  a  third  station  will  be  on  air  shortly.) 

MARKET  GUIDE  was  designed  through  lengthy  con- 
sultation with  buyers  of  tv  time,  who  were  asked 
"What  are  the  essential  facts  which  a  buyer  needs 
to  know  about  a  market?" 

Through  the   cooperation  of  leading  research  and 


measurement  services,  SPONSOR  has  been  able  to 
provide  much  of  the  information  that  buyers  say 
they  require.  Other  individual  studies  give  more  in- 
formation about  a  particular  market,  or  about  a 
facet  of  the  national  tv  activity,  and  these  studies 
should  be  consulted. 

To  ensure  the  highest-possible  standard  of  accu- 
racy, all  information  in  this  book  was  (wherever 
possible)  checked  directly  with  the  original  source, 
and  by  the  stations  and/or  their  representatives. 


TABLE  OF  CONTENTS 

Section  One:-1962-63  Tv  Markets  of  the  U.S.  (with  three  or  more  stations,  or  with  third  station  pending). 


ANALYSIS  OF  METHOD 

Explanation  oj  market  data:  its  purpose  and  limitations 

MARKET  DATA 


page   6 


Each  market  is  listed  alphabetically:  each  listing  contains  FCC  advertising  revenue  data,  tv 
homes,  counties  in  survey  area,  homes  using  tv  per  average  prime-time  quarter  hour,  typical 
costs  for  day  and  night  spots,  stations  serving  the  market,  their  personnel  and  reps  page   7 

Section  Two:-1962-63  Tv  Programing  and  Market  Facilities 


TV  TAPE  MARKETS 

Market  listing  of  all  tv  station  tape  equipment 

METRO  TV  HOME  COUNT 


page   123 


As  an  extension  of  the  market  data  above,  Nielsen  has  specially  computed  the  tv  homes  for 
central-cit\   area  of  every  discernible  tv  market  in  the  L  .S.  page    125 


TV  PROGRAMING  &  COSTS 

Roundup  of  1962-63  nighttime  network  programing,  with  costs  compared 
TV  COLOR  MARKETS 


page    128 


Market-by-market  listing  of  all  tv  stations  equipped  for  network  color  and  for  local  origina- 
tion of  live  and  film  material __  page    130 


Publisher,  Norman  R.  Glenn;  executive  vice  president.  Bernard  Piatt:  editor.  John  1..  McMillin;  project  editor. 
David  G.  Wisely;  consulting  editor.  Marvin  D.  MelnikofT;  general  sales  manager.  Willard  L.  Doughert)  :  art  director. 
Maury  Kurt/.,  sponsor  is  published  weekly  1>\  Sponsor  Publications  Inc.  Entered  a-  second  class  matter  on  29  Januarv 
I'M!!  at  the  Post  Office  of  Baltimore.  Md..  under  the   \ct  of  A  March  187').   Copyright  1962,  Sponsor  Publications  Inc. 

\I  MiKl  I     «.l  IDE       5 


1962-63  TV  TIMEBUYERS'  MARKET  GUIDE 


Definitions  and  Methods  Used 


(1)  Inclusion  of  markets: — This  book  includes  all  mar- 
kets for  which  the  FCC  made  a  revenue  report  in 
1962;  i.e.,  all  multiple-station  markets.  In  addition, 
certain  other  key  markets  have  been  included  where 
(according  to  the  FCC  and  other  sources)  the  an- 
nounced due-date  for  a  third  station  to  be  on  air 
falls  within  the  use-life  of  this  annual  publication. 
These  markets  are:  Binghamton,  N.  Y.;  Grand  Rapids- 
Kalamazoo,  Mich.;  Providence-New  Bedford,  R.  I.; 
Rochester,  N.  Y.;  Syracuse-Elmira,  N.  Y. 

(2)  Description  of  market.  The  description  of  each 
market,  and  hence  its  place  in  alphabetical  listing, 
is  exactly  that  given  by  the  FCC  in  its  1962  revenue 
report. 

All  compound-  or  group-markets  are  as  specified 
by  the  FCC;  e.g.,  "Albany-Schenectady-Troy,  N.  Y." 
These  markets  include: — Albany-Schenectady-Troy, 
N.  Y.;  Beaumont-Port  Arthur,  Tex.;  Buffalo-Niagara 
Falls,  N.  Y.;  Cedar  Rapids-Waterloo,  Iowa;  Charleston- 
Oak  Hill-Huntington,  W.  Va. -Ashland,  Ky.;  Colorado 
Springs-Pueblo,  Col.;  Dallas-Fort  Worth,  Tex.;  Des 
Moines-Ames,  Iowa;  Flint-Saginaw-Bay  City,  Mich.; 
Fresno-Hanford-Visalia,  Cal.;  Greenville-Spartanburg, 
S.  C.-Asheville,  N.  C;  Harrisburg-Lancaster-York-Leb- 
anon,  Pa.;  Hartford-New  Haven-New  Britain-Water- 
bury,  Connecticut;  Houston-Galveston,  Tex.;  Indian- 
apolis-Bloomington,  Ind.;  Johnstown-Altoona,  Pa.;  Las 
Vegas-Henderson,  Nev.;  Minneapolis-St.  Paul,  Minn.; 
Mobile,  Ala.-Pensacola,  Fla.;  Norfolk-Portsmouth- 
Newport  News-Hampton,  Va.;  Oklahoma  City-Enid, 
Okla.;  Orlando-Daytona  Beach,  Fla.;  Paducah,  Ky.- 
Cape  Girardeau,  Mo.-Harrisburg,  III.;  Phoenix-Mesa, 
Ariz.;  Portland -Poland  Spring,  Me.;  Richmond- 
Petersburg,  Va.;  Roanoke-Lynchburg,  Va.;  Rochester- 
Austin,  Minn. -Mason  City,  Iowa;  Sacramento-Stock- 
ton, Cal.;  Salt  Lake  City-Ogden-Provo,  Utah;  San 
Francisco-Oakland,  Cal.;  Shreveport,  La.-Texarkana, 
Tex.;  South  Bend-Elkhart,  Ind.;  Springfield-Decatur- 
Champaign-Urbana-Danville,  III.;  Tampa-St.  Peters- 
burg, Fla.;  Wichita-Hutchinson,  Kans.;  Wilkes  Barre- 
Scranton,  Pa.;  San  Juan-Caguas,  Puerto  Rico. 


(3)  Revenue  figures.  Details  of  tv  advertising  expen- 
ditures are  taken  from  the  1962  FCC  report  (covering 
1961).  Figures  for  network  spending,  national/ re- 
gional spot,  and  local  advertising  are  also  quoted  for 
the  previous  year  (1960),  where  the  same  market  was 
quoted  in  both  reports. 

(4)  Tv  homes  in  market's  survey  area.  This  figure, 
and  the  list  of  counties  within  the  survey  area,  are 
reproduced  by  permission  from  the  ARB  Television 
Market  Summary,  March  1962.  (Further  use  or  com- 
munication of  these  figures  is  subject  to  ARB  copy- 
right restrictions.)  Detailed  explanation  of  sampling 
methods,  etc.,  will  be  furnished  on  request  by  ARB. 

(5)  Quarter-hour  homes.  Nielsen  Station  Index,  aver- 
age quarter-hour  network  prime-time  station  total  of 
homes  using  tv,  Fall  1961-Spring  1962.  Reproduced  by 
permission  of  the  A.  C.  Nielsen  Co. 

(6)  Spot  costs.  Abstracted  from  the  Spot  Television 
Advertising  Cost  Summary,  No.  31,  published  by  the 
Katz  Agency.  This  summary  is  designed  for  quick 
estimating  of  spot  tv  costs.  It  is  not  intended  to 
take  the  place  of  individual  station  rate  cards,  which 
should  be  consulted  for  specific  rates.  In  each  cate- 
gory, the  rate  shown  is  that  of  the  station  with  the 
highest  base  rate  in  that  category.  (The  published 
Cost  Summary  contains  detailed  explanation  of  dis- 
counts applied  in  this  calculation,  etc.) 

(7)  Stations  serving  the  market.  Follows  the  total 
number  of  stations  reported  by  the  FCC.  No  satel- 
lites have  been  included,  except  where  a  satellite  is 
reported  as  a  "station"  by  the  FCC.  Station  details 
are  as  reported,  and  checked  by,  the  station  or  its 
representative.  In  general,  TIMEBUYERS'  GUIDE  has 
selected,  for  its  listing  of  station  personnel,  only  the 
general  manager  (or  his  equivalent)  and  the  national 
sales  manager  (or  his  equivalent).  In  the  same  fash- 
ion, only  the  national  representative  has  been  listed. 


SE(   i  i"\    ON] 


IIIIIIIIIIIUUIIIIIIIIIUM11IUIUIII 

SECTION  1 

"nil IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIHWIIIUI) 


1962-63  TV  MARKETS  Of  the   U.  S.    (With  three  or  more  stations) 


\LBANY-SCHENECTADY-TROY,  N.Y. 


TV  ADVERTISING  IN  MARKET  (FCC — 1961) 


$5,897,602 


Network 

(I960:  $1,545,430) 

$1,750,150 

National-regional  spot 

($3,504,257) 

$3,702,172 

Local 

($1,141,749) 

$1,139,308 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


603,200 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
jxirt  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


CONNECTICUT 

Dutchess 

Otsego 

Washington 

Litchfield 

Fulton 

Rensselaer^ 

VERMONT 

MASSACHUSETTS 

Greene 

Saratoga* 

Addison 

Berkshire 

Hamilton 

Schenectady- 

Bennington 

NEW  YORK 

Herkimer 

Schoharie 

Rutland 

Albany- 

Montgomery 

Ulster 

Windham 

Columbia 

Oneida 

Warren 

Windsor 

Delaware 

=Metro  County 

QUARTER-HOUR  HOMES  REACHED  -   (NIELSEN)  213.600 

fXielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  b\  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  COST} 
TV  DAY  SPOT  COST! 


$270 


$  90 

XNighttune  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
[March  1962~\.  Costs  based  on  one  station  (highest-rate)  in  each  market.  Xot  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


WAST  (ABC)  Ch.  13 

William  A.  Riple,  gen.  mgr. 

Dom  Tovino,  sis.  mgr. 

Rep:  PGW 


TV  STATIONS 


WRGB  (NBC)  Ch.  6 

George  F.  Spring,  mgr.-sls. 

Robert  F.  Reid,  mgr.-mkting. 

Rep:  Katz  (East) 

x':"::::::::''>:::-:V:^v:::::::::::':>::<;x::';::':Wx::: 


nun 

W-TEN  (CBS)  Ch.  10 

Daniel   B.   Burke,  gen.  mgr. 

Wm.  J.  Lewis,  tv  sis.  mgr. 

Rep:  Blair-TV 


M  \KKI    I     i.l   ll'f 


1962-63  TV  MARKETS  Of  the  U.  S.   (With  three  or  more  stations) 


'8 


ALBUQUERQUE,  N.M. 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


$1,952,120 


Network 

(I960:  $431,304) 

$535,852 

National-regional  spot 

($508,211) 

$517,914 

Local 

($1,059,179) 

$1,019,356 

TV  HOMES  IN  MARKET'S  SURVEY  AREA%iuiiiiiiii^  177,000 

*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ARIZONA 

Montezuma 

Guadalupe 

Sante  Fe 

Apache 

Rio  Grande 

Harding 

Sierra 

COLORADO 

Saguache 

Lincoln 

Socorro 

Alamoso 

NEW  MEXICO 

Los  Alamos 

Taos 

Archuleta 

Bernalillo* 

McKinley 

Torrance 

Conejos 

Catron 

Mora 

Union 

Costilla 

Chaves 

Rio  Arriba 

Valencia 

Dolores 

Colfax 

Sandoval 

UTAH 

La  Plata 

De  Baca 

San  Juan 

Grand 

Mineral 

Eddy 

San  Miguel 

San  Juan 

#Metro  County 

QUARTER-HOUR  HOMES  REACHED!   (NIELSEN) 


94,600 


t Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962) . 

TV  NIGHT  SPOT  COST! iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^  0 

TV  DAY  SPOT  CQSTtiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiim 

INighltime  is  based  on  20-second  one-time  rate;  daytime  on  (>  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


IllUllUIUIIUIIIIIIIIIIIIllliillllllililllllllllllllllllllllllllllllllllllllllllllilll 


TV  STATIONS 


KGGM-TV  (CBS)  Ch.  13 

R.  C.  Rhoads,  mgr. 
Rep:  ATS;  Hix 


KOAT-TV  (ABC)  Ch.  7 

Clinton  D.  McKinnon,  pres. 

Fred  L.  Vance,  gen.  mgr. 

Rep:  Avery-Knodel 


iiiraiiiinniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 

KOB-TV  (NBC)  Ch.  4 

George  Johnson,  stn.  mgr. 

R.  D.  "Bob"  Williams,  sis.  mgr. 

Rep:  Petry 


■:■:■:■:■:■:■:■:•:■:•:■:■:•:•;■:■ 


8      SECTION    ONE 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


AMARILLO,  TEX. 


TV  ADVERTISING  IN  MARKET  (FCC — 1961) 

Network 


(I960;  $430,177) 


National-regional  spot 
Local 


($588,320) 


$2,011,166 

$524,843 
$597,398 


$1,013,561) 


$1,020,213 


TV  HOMES  IN  MARKET'S  SURVEY  AREA%miiiii^  128,400 

*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  ueekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  ouiside  the  "home'  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


KANSAS 

Cimarron 

Collingsworth 

Moore 

Haskell 

Dewey 

Dallam 

Motley 

Morton 

Ellis 

Deaf  Smith 

Ochiltree 

Seward 

Roger  Mills 

Donley 

Oldham 

Stevens 

Texas 

Gray 

Parmer 

NEW  MEXICO 

TEXAS 

Hall 

Potter* 

Colfax 

Armstrong 

Hansford 

Randall- 

Curry 

Bailey 

Hartley 

Roberts 

Quay 

Briscoe 

Hemphill 

Sherman 

Union 

Carson 

Hutchinson 

Swisher 

OKLAHOMA 

Castro 

Lipscomb 

Wheeler 

Beaver 

Childress 

Metro  County 

QUARTER-HOUR  HOMES  REACHEDf  (NIELSEN)iiiiiiiiiiiii™iiiiiiiii  65,300 

f Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  ( Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  COSTt 
TV  DAY  SPOT  COSTt 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiii! niiiiiiiiiiiiiiiiiiiiniiiimiiioiiiuiiiiiffli 


$85 
$29 


Vighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


TV  STATIONS 


llll 


KFDA-TV  (CBS)  Ch.  10 

John  S.  Tyler,  gen.  mgr. 
Rep:  Blair  Associates 


KGNC-TV  (NBC)  Ch.  4 

Robert  Watson,  gen.  mgr. 

William  Clarke,  stn.  mgr. 

Rep:  Katz— (West) 


KVII-TV  (ABC)  Ch.  7 

Charlie  Keys,  gen.  mgr. 

Ross  Newby,  sis.  mgr. 

Rep:  Boiling 


\URKF.T   GUIDE 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


ATLANTA,  GA. 

TV  ADVERTISING  IN  MARKET  (FCC — 1961) 


$7,325,837 


Network 

(I960:  $1,706,451) 

$1,783,000 

National-regional  spot 

($4,398,754) 

$4,193,856 

Local 

($1,920,541) 

$2,175,605 

TV  HOMES  IN  MARKET'S  SURVEY  AREA*u 


l!lllillllllll!IIIHIIIIi;:iiil!llllll>l|ii|!!:llliillll1llllllllll!llllil!li!ll! 


696,000 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ALABAMA 

Calhoun 
Chambers 
Cherokee 

Clay 
Cleburne 

Coosa 

De  Kalb 

Etowah 
Randolph 

Russell 

Talladega 

TallaDoosa 

GEORGIA 

Baldwin 

Banks 

Barrow 

Bartow 

Butts 

Carroll 

Chattahoochee 

Chattooga 


Cherokee 
Clarke 

Clayton* 
Cobb# 
Coweta 

Crawford 
Dawson 

De  Kalb# 

Dooly 

Douglas 

Elbert 

Fannin 

Fayette 

Floyd 

Forsyth 

Franklin 

Fulton* 

Gilmer 

Gordon 

Greene 

Gwinnett* 


Habersham 

Hall 
Hancock 
Haralson 

Harris 

Hart 

Heard 

Henry 
Houston 
Jackson 

Jasper 
Johnson 

Jones 

Lamar 
Laurens 
Lumpkin 

Macon 
Madison 

Marion 

Meriwether 

Monroe 


Morgan 

Towns 

Murray 

Troup 

Muscogee 

Twiggs 

Newton 

Union 

Oconee 

Upson 

Oglethorpe 

Walton 

Paulding 

Washington 

Peach 

Webster 

Pickens 

White 

Pike 

Whitfield 

Polk 

Wilkes 

Putnam 

Wilkinson 

Rabun 

NORTH  CAROLINA 

Rockdale 

Cherokee 

Schley 

Clay 

Spaulding 

Graham 

Stephens 

Jackson 

Sumter 

Macon 

Talbot 

Swain 

Taliaferro 

TENNESSEE 

Taylor 

Polk 

QUARTER-HOUR  HOMES  REACHED  i  (NIELSEN) 


iiiiiiiii:iiiiiii;i!i:iiniii!iiii 


254,000 


t Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  [Fall  1961 -Spring  1962) . 


TV  NIGHT  SPOT  COST} 
TV  DAY  SPOT  COST! 


$300 
$105 


iiiiiiiiiiiii:iiiiiiii;niiii:iiiin 

XNighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII1IIIIIIIIIIIIIIIH 


TV  STATIONS  iiiiiiiiiiiiiiiiiitiiiiiimiiiiiiiiiiiiiiiiiiiiii^ 


WAGA-TV  (CBS)  Ch.  5 

Ken  Bagwell,  stn.  mgr. 

Buzz  Hassett,  sis.  mgr. 

Rep:  Storer 


WLW-A  (ABC)  Ch.  11 

James  H.  Burgess,  gen.  mgr. 

Peter  S.  Crawford,  sis.  mgr. 

Rep:  Crosley 


WSB-TV  (NBC)  Ch.  2 

Marcus  Bartlett,  gen.  mgr. 

Don  Elliott  Heald,  sis.  mgr. 

Rep:  Petry 


10      SECTION    ONE 


One  of  the  top  five  test  cities  is  Atlanta.  It  has  all  the  characteristics  of 
the  ideal  test  market.  And  WSB-TV,  with  a  44%  average  share  of  audi- 
ence (ARB,  April,  1962),  is  the  top  tv  station  in  this  market.  Television 
today  is  the  best  single  medium  for  testing  your  product. ..  and 
WSB-TV  is  the  single  dominant  station  that  can  test  your  product  best 
in  Atlanta.  Schedule  your  product  test  in  America's  24th  market  on 
Atlanta's  WSB-TV. 


CHANNEL   2 


wsb-tv 


ATLANTA 


Represented  by 


Affiliated  with  The  Atlanta  Journal  and  Constitution.  NBC  affiliate.  Associated  with  WSOC/WSOC-TV,  Charlotte;  WHIO/WHIO-TV,  Dayton. 


MARKET    1. 1  II>1        1  1 


1* 


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


12      SECTION    ONE 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


BAKERSFIELD,  CAL 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


Network 


(I960:  $335,658) 


National-regional  spot 


($721,003) 


Local 


($884,462) 


$1,704,557 

$383,310 


$595,436 


$843,445 


TV  HOMES  IN  MARKET'S  SURVEY  AREA^i 

NOTE:  This  is  an  intermixed  uhf  and  vhf  market 


245,300 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


CALIFORNIA 

Fresno 

Kern  W.# 

Kings 

Tulare 


=Metro  County 


QUARTER-HOUR  HOMES  REACHED!  (NIELSEN) 


52,100 


^Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  COST* 


TV  DAY  SPOT  COST! 


$125 


$  35 


iXighltime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  h> 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


TV  STATIONS  iiiiiiiiiiiiiniiiiiii 


iim 

KBAK-TV  (CBS)  Ch.  29 

John  E.  Barrett,  gen.  mgr. 
Rep:  Young 


KERO-TV  (NBC)  Ch.  10 

A.  M.  Mortensen,  gen.  mgr. 

Roland  T.  Kay,  sis.  mgr. 

Rep:  Petry 


KLYD-TV  (ABC)  Ch.  17 

Dave  Maxwell,  stn.  mgr. 

Rep:  Hollingbery 


M  \RKM    i.l  IDE       13 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


SsshTO^ 


BALTIMORE,  MD. 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


huh '$9,937,761 


Network 

(I960:  $2,114,802) 

$2,310,477 

National-regional  spot 

($6,204,613) 

$6,346,228 

Local 

($2,621,699) 

$2,614,800 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


1,390,900 

*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  iveekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


DELAWARE 

Carroll 

Montgomery 

PENNSYLVANIA 

Kent 

Cecil 

Prince  Georges 

Adams 

Sussex 

Charles 

Queen  Annes 

Cumberland 

WASHINGTON,  D.C. 

Dorchester 

Somerset 

Dauphin 

MARYLAND 

Frederick 

Talbot 

Franklin 

Anne  Arundel* 

Harford 

Washington 

York 

Baltimore* 

Howard 

Wicomico 

VIRGINIA 

Calvert 

Kent 

Worcester 

Arlington 

Caroline 

Fairfax 

^Metro  County 

QUARTER-HOUR  HOMES  REACHED f  (NIELSEN) iiiimiiiimmimimiiiimimiiiiiimimiiimiiiiimiiiiii imiiiimmiii  322,600 

f Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961 -Spring  1962). 


TV  NIGHT  SPOT  COSTti 


$425 


■milium:  $100 


TV  DAY  SPOT  COSTj 

%Nighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  tveek. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
ir place  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


WBAL-TV  (NBC)  Ch.  11 

Brent  O.  Gunts,  stn.  mgr. 

Willis  K.  Freiert,  sis.  dir. 

Rep.-  Petry 


TV  STATIONS 


m!iiiiimmiiiiiiimiiiiiii!|!< 


WJZ-TV  (ABC)  Ch.  13 

Herbert  B.  Cahan,  gen.  mgr. 

Robert  Bryan,  sis.  mgr. 

Rep:  TvAR 


WMAR-TV  (CBS)  Ch.  2 

E.  K.  Jett,  dir.  of  tv 

Ernest  A.  Lang,  sis.  mgr. 

Rep:  Katz— (East) 


14      SECTION    ONE 


Only  movies  in  Baltimore -6  nights  a  week! 

Big  windows  .  .  .  little  windows  .  .  .  picture  windows  These  are  the  people  who  prefer  late  movies— and 


.  .  .  all  kinds  of  windows,  dimly  lighted  from  within, 
they  stand  out  in  the  dark  until  the  early  hours  of  the 
morning  as  the  "night  people"  relax  and  enjoy  the 
WMAR-TV  movies.  In  the  hushed  hours  of  the  night 
.  .  .  long  after  the  noise  of  the  children  has  been 
quieted  by  sleep  .  .  .  tens  of  thousands  of  late  night- 
time viewers  tune  to  Channel  2. 

These  are  the  people  who  enjoy  "Channel  2 
Theatre",  Monday  through  Thursday,  "Films  of  the 
Fifties"  on  Friday  and  "Big  Movie  of  the  Week"  on 
Saturday  with  first-run  features,  never  before  seen  on 
television  in  Baltimore,  including  the  quality  films 
from  7  Arts.  Screen  Gems  and  NTA. 


WMAR-TV   is   the   only   Baltimore   station   offering 
movies  6  nights  a  week! 

Late  movies  on  WMAR-TV  offers  advertisers— and 
agencies— an  excellent  opportunity  to  show-case  a 
product  or  service  night  after  night— in  this  gigantic 
market. 

No   Wonder  —  In  Maryland  Most  People   Watch 

WMAR-TV® 

Channel  2-Sunpapers  Television- Baltimore  3,  Md. 

Represented  Nationally  by  THE  KATZ  AGENCY,  INC. 


\i  UIKET  (.1  IDK      15 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


BEAUMONT-PORT  ARTHUR,  TEX. 

TV  ADVERTISING  IN  MARKET  (FCC — 1961) 


■41,529,297 


Network 

(I960:  Not  available) 

$474,191 

National-regional  spot 

(I960.-  Not  available) 

$706,176 

Local 

(I960:  Not  available) 

$523,976 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


195,000 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    {For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


LOUISIANA 

Jeff  Davis 

Jasper 

Polk 

Acadia 

Vernon 

Jefferson* 

Sabine 

Allen 

TEXAS 

Liberty 

San  Augustine 

Beauregard 

Angelina 

Newton 

San  Jacinto 

Calcasieu 

Chambers 

Orange* 

Tyler 

Cameron 

Hardin 

Metro  County 

QUARTER-HOUR  HOMES  REACHED!  (NIELSEN)™ iiiiiiiiiiiiii 


80,150 


jNielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961 -Spring  1962) . 

TV  NIGHT  SPOT  CO  ST  1 11111111111111111111111111111111111111111111111  $  9  0 


TV  DAY  SPOT  COST! 


IIIIIIIIIIIIIIUIIIIIIIIIIlllllll 


XNighttime  is  based  on  20-second  one-time 

rate:    daytime   on   6 

one-minute  spots  per  week. 

[March  1962).    Costs  based  on 

one  station. 

(highest-rate)   in  eac 

:h   market.    Not  intended  to 

replace  individual  station  rate 

cards.    (For 

analysis  of  method,  refer  title-page  this  Section). 

llllllllllllllllllllllllllllllliilillllllllllllllllllllllllllillllllllllllllllllli 

TV  STATIONS                              iiiiiniiiiiutiiiiriiiJiiiiiinmifiiiniiiimnfimninnnninnimiiiiniiniiiiHiiinmifn 

KBMT-TV  (ABC)  Ch.  12 

KFDM-TV  (CBS)  Ch.  6 

KPAC-TV  (NBC)  Ch.  4 

John  H.  Fugate,  gen.  mgr. 

C.  B 

.  Locke,  gen.  mgr. 

Julius  M.  Gordon,  gen.  mgr. 

Rep:  Hollingbery 

Mott  M 

.  Johnson,  sales  mgr. 
Rep:  PGW 

Mack  Newberry,  comm.  mgr. 
Rep:  Blair  Associates 

wmr 

wmmmmmm 

s  - ,  $      m                            mmmmssm 

16 

SECTION    ONE 

20%  of  the  food  distributed  through 
Houston  warehouses  is  consumed  by 
families  in  Beaumont/Port  Arthur/ 
Orange.  If  your  spot  television  budget 
is  based  on  wholesale  distribution 
figures   in   Houston,   you're  missing 


one-fifth  of  the  consumers.  If  you  put 
your  television  dollars  on  any  other 
station  in  the  Beaumont/Port  Arthur/ 
Orange  market,  you're  missing  43% 
of   the 


viewers. 


Peters     Griffin    Woodward 


CBS 


KFDM-TV  CHANNEL  6 


MARKET    GUIDE       17 


Directory  of  compound  markets 

Listing  of  compound  markets  follows  the  style  adopted  by  the  FCC  in  its  1962  tv  revenue 
report.    These  markets  are  cross-indexed  here,  for  ease  of  reference: — 


ALTOONA 

see  Johnstown 

AMES 

see  Des  Moines 

ASHLAND 

see  Charleston 

ASHEVILLE 

see  Greenville 

AUSTIN 

see  Rochester  (Minn.) 

BAY  CITY 

see  Flint 

BLOOM  INGTON 

see  Indianapolis 

CAGUAS 

see  San  Juan 

CAPE  GIRARDEAU 

see  Paducah 

CHAMPAIGN 

see  Springfield 

DANVILLE 

see  Springfield 

DAYTONA  BEACH 

see  Orlando 

DECATUR 

see  Springfield 

ELKHART 

see  South  Bend 

ELMIRA 

see  Syracuse 

ENID 

see  Oklahoma  City 

FORT  WORTH 

see  Dallas 

GALVESTON 

see  Houston 

HAMPTON 

see  Norfolk 

HANFORD 

see  Fresno 

HARRISBURG 

see  Paducah 

HENDERSON 

see  Las  Vegas 

HUNTINGTON 

see  Charleston 

HUTCHINSON 

see  Wichita 

KALAMAZOO 

see  Grand  Rapids 

LANCASTER 

see  Harrisburg 

LEBANON 

see  Harrisburg 

LYNCHBURG 

see  Roanoke 

MASON  CITY 


see  Rochester  (Minn.) 


MESA 

see  Phoenix 

NEW  BEDFORD 

see  Providence 

NEW  BRITAIN 

see  Hartford 

NEW  HAVEN 

see  Hartford 

NEWPORT  NEWS 

see  Norfolk 

NIAGARA  FALLS 

see  Buffalo 

OAK  HILL 

see  Charleston 

OAKLAND 

see  San  Francisco 

OGDEN 

see  Salt  Lake  City 

PORT  ARTHUR 

see  Beaumont 

PORTSMOUTH 

see  Norfolk 

PENSACOLA 

see  Mobile 

PETERSBURG 

see  Richmond 

POLAND  SPRING 

see  Portland 

PROVO 

see  Salt  Lake  City 

PUEBLO 

see  Colorado  Springs 

SAGINAW 

see  Flint 

ST.  PAUL 

see  Minneapolis 

ST.  PETERSBURG 

see  Tampa 

SCHENECTADY 

see  Albany 

SCRANTON 

see  Wilkes  Barre 

SPARTANBURG 

see  Greenville 

STOCKTON 

see  Sacramento 

TEXARKANA 

see  Shreveport 

TROY 

see  Albany 

URBANA 

see  Springfield 

VISALIA 

see  Fresno 

WATERBURY 

see  Hartford 

WATERLOO 

see  Cedar  Rapids 

YORK 


see  Harrisburg 


18      SKCTION    ONE 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  third  station  pending) 


BINGHAMTON,  N.Y. 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 

Network 


National-regional  spot 
Local 


TV  HOMES  IN  MARKET'S  SURVEY  AREA- 

NOTE:  This  is  an  intermixed  uhf  and  vhf  market 


Not  available 
Not  available 


Not  available 


Not  available 


501,700 


*The  following  survey  area  designed  by  IRB  includes  98' ,  of  the  net  weekly  circulation  of 
any  station  in  the  market.  \  March  l'H>2\  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,   refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


NEW  YORK 

Otsego 

PENNSYLVANIA 

Lycoming 

Broome- 

Schuyler 

Bradford 

Potter 

Chemung 

Steuben 

Cameron 

Sullivan 

Chenango 

Sullivan 

Clinton 

Susquehanna 

Cortland 

Tioga 

Columbia 

Tioga 

Delaware 

Tompkins 

Lackawanna 

Wayne 

Madison 

Yates 

Luzerne 

Wyoming 

=  Metro  County 

QUARTER-HOUR  HOMES  REACHEDt  (NIELSEN)h 


80,450 


r.\ielsen   estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in   the 
market  in  prime  time,  i  Fall  1961 'Spring  1962) . 


TV  NIGHT  SPOT  COST} 
TV  DAY  SPOT  COST} 


mil 


iiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiii     $200 


$  65 


t Nighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


WBJA-TV  (ABC)  Ch.  34 
Ufred  Anscombe,  gen.  mgr. 

Rep:  Not  available 

(New  station.    On  the  air  target  date 

—October  15,  1962) 


TV  STATIONS 

WINR-TV  (NBC)  Ch. 

Edward  M.  Scala,  gen. 
Rep  H-R 


40 

mgr. 


WNBF-TV  (CBS)  Ch.   12 

George  R.  Dunham,  gen.  mgr. 

Keith  G.  Dare.  sis.  mgr. 

Rep:  Blair-Tv 


NOTE: — The  marketing  data  presented  reflects  the  situation  as  it  current!)   exists;  no  revisions  have  been  made  to  ac- 
count for  the  new  station  that  will  be  going  on  the  air. 


v  UtKET   (.1  IDE      19 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


.     .   . 


■:■:  '■"■'-'''-'-:•;':■:■,-;■:■:■:■'■'-:■:■:■  ■*■  ■'■:■:■:■'.■'■'.•:■'■:■:■:■:■' 


........ 


XXX-XyXX, 


BOSTON,  MASS. 

TV  ADVERTISING  IN  MARKET  (FCC — 1 961^ jiiniuiiiMiiniiitiHiiitiiiiiiitniiiiiiEiiiiitiniiiLniiiiEiiiiiitiiiiiEiMiiiiniiiiiirniiiiiiniiiiLiiiirt^ 2 1 ,026,607 


Network 

(I960:  $3,626,556) 

$4,114,854 

National-regional  spot 

($13,869,110) 

$15,008,085 

Local 

($5,499,416) 

$5,163,207 

TV  HOMES  IN  MARKET'S  SURVEY  AREA*r 


1,797,500 


'The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  tveekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


CONNECTICUT 

Dukes 

NEW  HAMPSHIRE 

RHODE  ISLAND 

New  London 

Essex* 

Belknap 

Bristol 

Windham 

Middlesex* 

Carroll 

Kent 

MAINE 

Nantucket 

Cheshire 

Newport 

York 

Norfolk* 

Hillsborough 

Providence 

MASSACHUSETTS 

Plymouth 

Merrimack 

Washington 

Barnstable 

Suffolk* 

Rockingham 

VERMONT 

Bristol 

Worcester 

Strafford 

Bennington 

Sullivan 

Windham 

=  Metro  County 

QUARTER-HOUR  HOMES  REACHED f  (NIELSEN)  .:  ■:     .:■ : iii:  ii!";i!  ::     iiiiiiiiiiiiiiiiiiniii,;776,400 

■f  Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
mm  Let  in  prime  time.  (Fall  196] -Spring  1962). 


TV  NIGHT  SPOT  COST} 


$750 


TV  DAY  SPOT  COSTtiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii™  $210 

tNighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


TV  STATIONS 


WHDH-TV  (CBS)  Ch.  5 

William  B.  McGrath,  mng.  dir. 

Alexander  M.  Tanger,  sis.  dir. 

Rep:  Blair-TV 


II 

WBZ-TV  (NBC)  Ch.  4 

James  E.  Allen,  gen.  mgr. 

K.  T.  MacDonald,  sis.  mgr. 

Rep:  TvAR 


WNAC-TV  (ABC)  Ch.  7 

William  M.  McCormick,  pres. 

Thomas  H.  Bateson,  vice-pres. 

Rep:  RKO  Sales 


20       -I  <    I  l<>\     (INK 


BOSTON 
WHDH 


Located  at  North  Square,  in  the  North  End  of  Boston,  The  Revere  House 
has  been  restored  in  full  detail  and  to  the  exact  specifications  of  i"l^7 

ZTriTWn/ne-PiS  tU'°  Sl°^  Peaked  roofed,  cohnial  desfned  land- 
mark housed  the  famous  Revere  Family  from  1770  to  1800.  From  this 
^  J'""  lfJor  the  Boston  Tea  Party  in  1773  disguised  a    an 

WONDERFUL  TOWN! 
WONDERFUL  TELEVISION! 


Boston  ,s  surgmg  with  new  growth  that  is  unparalleled  in  its  long  history 
The  dynam.c  resurgence  of  Boston  has  happened  with  such  rapidity  that 
few  are  aware  of  the  great  change.  WHDH-TV  is  proud  to  be  telling  the 
great  story  of  the  New  Boston  in  its  vast  variety  of  television  programs. 

WHDH-TV®  Channel  5 

The  Sight  and  Sound  of  the  New  Boston! 


MARKET  GUIDE      21 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


BUFFALO-NIAGARA  FALLS,  N.Y. 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 

Network 


(I960:  $2,212,806) 


National-regional  spot 
Local 


($6,908,883) 


($2,867,738) 


$10,735,007 

$2,362,722 


$7,446,618 


$2,790,515 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* aim mm 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiM 


757,200 


The  following  survey  area  designed  by  ARE  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  tlie  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


NEW  YORK 

Genesee 

Steuben 

McKean 

Allegany 

Livingston 

Wyoming 

Potter 

Cattaraugus 

Monroe 

PENNSYLVANIA 

Tioga 

Chautauqua 

Niagara 

Elk 

Warren 

Erie* 

Orleans 

-Metro  County 

Note:  The  number  of  homes,  and  counties  listed,  are  for  U.S.  only.  Does  not  include  Canada. 


QUARTER-HOUR  HOMES  REACHED!  (^NIELSEN^NMiiiiimiii[Niiiii[Niiiii[iniiiMiiiiHiiiii[Niiiiif[iN[MiiiiiiHnii[MiiiiimiiinMiiiiimiiiiiii]iiimiii327,900 

jNielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961 -Spring  1962). 


TV  NIGHT  SPOT  COST} 


S350 


TV  DAY  SPOT  C 0ST +i' :ii:.. -in'. "ill1  ■>-  ,111. ..mii- ^mi1; ■:;;  'Ml' ii!'-  m:'  in' ;,,■  ■ miiiiiiiiiiiiii  uimniiini!i$115 

XNighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


||||||||||||j|||||||||||||l!llllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllM I 


TV  STATIONS 


WBEN-TV  (CBS)  Ch.  4 

C.  Robert  Thompson,  gen.  mgr. 

N.  J.  Malter,  sis.  mgr. 

Rep:  HRP 


WGR-TV  (NBC)  Ch.  2 

Van  Beuren  W.  DeVries,  gen.  mgr. 

Frank  Gervan,  sis.  mgr. 

Rep:  Petry 


WKBW-TV  (ABC)  Ch.  7 

Robert  King,  gen.  mgr. 

Ken  M.  Johnson,  gen.  sis.  mgr. 

Rep:  Blair-TV 


22    si «  riois  one 


canaop  ui€LCom€S 

YOU 


i 

% 

Il>1 

.11 

JOft 

■t  1: 

^^^1 

■ 


NOW!  BUFFALO'S  THE  10" 
TELEVISION  MARKET! 

BUFFALO  TV  PENETRATES  CANADIAN  MARKET 

Buffalo  stations  reach  a  Canadian  audience,  between  7:30  — 
11:00  P.M.,  about  as  large  as  the  total  audience  reached 
by  the  combined  network  affiliates  in  Atlanta,  Georgia  or 
Columbus,  Ohio.* 

NOV.  1961  ARB  AND  NIELSEN  AUDIENCE  SURVEYS 

Buffalo  stations  have  a  net  weekly  circulation  in  Toronto  area 
of  at  least  15%  (568,000  TV  homes)  of  the  total  television 
homes  in  off  of  Canada.* 

*ARB  NET  WEEKLY  CANADIAN  CIRCULATION 

In  metropolitan  Toronto  (pop.  1,676,000)  retail  sales  are  29% 
higher  and  effective  buying  power  6%  higher  than  U.  S. 
average.* 

SALES  MANAGEMENT  SURVEY  OF  BUYING  POWER 

WKBW-TV's  net  weekly  circulation 

1,067,600  TV  HOMES* 

1961   ARB  COVERAGE  STUDY 


CHANNEL 


7 


WKBW-TV 
BUFFALO 


REPRESENTED  NATIONALLY  BY  BLAIR  TV 


\l\Kkl-  !'    11  II'- 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


CEDAR  RAPIDS- WATERLOO,  IOWA 


TV  ADVERTISING  IN  MARKET  (FCC — 1 961 )  "  !■  : "  :" :  im:' .:,r-  .,n'-.:;i!:  in: ,:!!;. :;ii: ....  ;  :.    :■;■  ;■  $2,61 3,421 

Network  (I960:  $817,923)  $858,776 


National-regional  spot 


($1,495,710) 


$1,348,517 


Local 


($486,200) 


$507,715 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


501,000 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ILLINOIS 

Chickasaw 

Hardin 

Louisa 

Washington 

Jo  Daviess 

Clayton 

Henry 

Mahaska 

Webster 

Rock  Island 

Clinton 

Howard 

Marshall 

Winnebago 

IOWA 

Davis 

Humbolt 

Mitchell 

Winneshiek 

Allamakee 

Delaware 

Iowa 

Muscatine 

Worth 

Benton# 

Des  Moines 

Jackson 

Palo  Alto 

Wright 

Bltfckhawk* 

Dubuque 

Jefferson 

Pocahontas 

WISCONSIN 

Bremer 

Emmet 

Johnson 

Poweshiek 

Crawford 

Buchanan# 

Fayette 

Jones 

Scott 

Grant 

Butler 

Franklin 

Keokuk 

Tama 

Iowa' 

Calhoun 

Floyd 

Kossuth 

Van  Buren 

Richland 

Cedar 

Grundy 

Linn# 

Wapello 

Vernon 

Cerro  Gordo 

Hancock 

-Metro  County 

QUARTER-HOUR  HOMES  REACHED!   (NIELSEN) 


138,700 


^Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961 -Spring  1962). 


TV  NIGHT  SPOT  COSTtiiiiiiimiiiiiiiiiii™ 


$150 


TV  DAY  SPOT  COSTJfiiiiiiiiiiiiiiiiiiiiiiiiiiiiii™  54 

%Nighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on.  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


IllllllllllllllilllllllllllllW 


KCRG-TV  (ABC)  Ch.  9 

Redd  Gardner,  gen.  mgr. 

George  C.  Carpenter,  sis.  mgr. 

Rep:  ATS 


TV  STATIONS 


KWWL-TV  (NBC)  Ch.  7 

Roger  Michelin,  mgr./sls.  mgr. 
Rep:  Avery-Knodel 


WMT-TV  (CBS)  Ch.  2 

Wm.  B.  Quarton,  exec.  vp. 

Lew  Van  Nostrand,  vp.-sls. 

Rep:  Katz— (West) 


24      SECTION    ONE 


1962-63  TV  MARKETS  Of  the   U.  S.     (With  three  or  more  stations) 


CHARLESTON-OAK    HILL-HUNTINGTON,   W.   VA.-ASHLAND,    KY. 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


$4,105,533 


Network 

(I960:  $1,207,329) 

$1,361,663 

National-regional  spot 

($1,895,817) 

$1,916,889 

Local 

($1,145,921) 

$1,032,202 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


iiiiiiiiuiiiiiiiiiiiiiiii!  491,800 


*The  following  survey  area  designed  by  ARH  includes  98%  of  the  net  weekly  circulation  of 
any  station  ill  the  market.  [March  1962}  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market,     i  For  analysis  of  me/hod.    refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


KENTUCKY 

Magoffin 

Meigs 

Braxton 

Mercer 

Bath 

Martin 

Morgan 

Cabell* 

Mingo 

Boyd- 

Menifee 

Perry 

Calhoun 

Nicholas 

Breathitt 

Morgan 

Pike 

Clay 

Pleasants 

Carter 

Perry 

Ross 

Doddridge 

Putnam- 

Elliott 

Pike 

Scioto 

Fayette 

Raleigh 

Floyd 

Rowan 

Vinton 

Gilmer 

Ritchie 

Greenup 

Wolfe 

Washington 

Jackson 

Roane 

Johnson 

OHIO 

VIRGINIA 

Kanawha- 

Upshur 

Knott 

Adams 

Buchanan 

Lewis 

Wayne- 

Lawrence 

Athens 

Dickenson 

Lincoln- 

Webster 

Lee 

Gallia 

Wise 

Logan 

Wirt 

Leslie 

Jackson 

WEST    VIRGINIA 

McDowell 

Wood 

Letcher 

Lawrence- 

Boone 

Mason 

Wyoming 

Lewis 

Metro  County 

QUARTER-HOUR  HOMES  REACHEDt  (NIELSEN) 


iiiiii;iiiniiiiiiiii!i!!iiiiiiiiiiii:iii::i!i,iii::;!i!iiiiiM iiiiiiiiiiiiiiiiiiiiiiii imiiii 


239,700 


'•Melsen   estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  I  Fall  1061  -Spring  1962). 

TV  NIGHT  SPOT  COSTiimiDBiis^^  $220 


TV  DAY  SPOT  COSTjiiiiiiiipm 


$  60 


t Nighttime  is  based  on  20-second  one-time  ra'e:  daytime  on  (>  one-minute  spots  per  week. 
f March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


WCHS-TV  (CBS)  Ch.  8 

William  P.  Dix  Jr.,  gen.  mgr. 

W.  P.  Eaton  Jr.,  sis.  mgr. 

Rep:  Blair  Associates 


1011111111111 


TV  STATIONS 


WHTN-TV  (ABC)  Ch.  13 

0.  W.  Myers,  gen.  mgr. 

Rep:  Select 


WSAZTV  (NBC)  Ch.  3 

C.  Thomas  Garten,  gen.  mgr. 

George  R.  Andrick,  comm.  mgr. 

Rep:  Katz  (East) 


WOAY-TV  (CBS)  Ch.  4 
Robert  R.  Thomas  Jr.,  gen. 
Rep:  Pearson 
'Licensed  to  Oak  Hill 


mgr. 


::•:::■:■    .:;:;- 


M  \BK1  v   CI  ii'i       25 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


CHATTANOOGA,  TENN. 

TV  ADVERTISING  IN  MARKET  (FCC — 1961^ iiiinfiiiiiiiiifiiniiiuifiiiiuriiiiiiHiiiJiijniiifiiiiiiiiiiiiiuiiniHiiiiiriiiniiiiiiiitiiiiiiniifi    $1,937,843 


Network 

(I960:  $641,772) 

$689,357 

National-regional  spot 

($922,137) 

$796,377 

Local 

($657,363) 

$591,290 

TV  HOMES  IN  MARKET'S  SURVEY  AREA^niiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiitiiiiiiiiiiiiiiiiiiiiiiiiiiii 


286,600 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    {For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ALABAMA 

Gilmer 

TENNESSEE 

Marion 

De  Kalb 

Gordon 

Bedford 

Meigs 

Jackson 

Murray 

Bledsoe 

Monroe 

Madison 

Polk 

Bradley 

Moore 

Marshall 

Towns 

Coffee 

Morgan 

GEORGIA 

Union 

Cumberland 

Polk 

Bartow 

Walker* 

Franklin 

Rhea 

Catoosa* 

Whitfield 

Grundy 

Roane 

Chattooga 

NO.  CAROLINA 

Hamilton^ 

Sequatchie 

Dade 

Cherokee 

Lincoln 

Van  Buren 

Fannin 

Clay 

Loudon 

Warren 

Floyd 

Graham 

McMinn 

Metro  County 

QUARTER-HOUR  HOMES  REACHED t  (NIELSEN)iiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiuiiiiii  95,000 

jNielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  [Fall  1961  -Spring  1962). 


TV  NIGHT  SPOT  COST! 


■IllllllllllllUllllilllllllU 


TV  DAY  SPOT  COSTjiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 


!illlllll!illlll]||||||||||l!lllllll!llllll!llllllll!IIIIIIIIIIIIIM 


$105 
$  28 


XNighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962],  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


WDEF-TV  (CBS)  Ch.  12 

Otis  H.  Segler,  stn.  mgr. 
Rep:  ATS 


TV  STATIONS 


WRGP-TV  (NBC)  Ch.  3 

Harry  D.  Burke,  gen.  mgr. 

George  P.  Moore,  sis.  mgr. 

Rep:  H-R 


WTVC  (ABC)  Ch.  9 

R.  R.  Owen,  gen.  mgr. 

Joe  Windsor,  comm.  mgr. 

Rep:  Young 


26      SECTION    ONE 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


CHICAGO,  ILL 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 

Network 


National-regional  spot 
Local 


niiiiiiiin 

(I960;  $6,006,769) 


($27,932,679) 


($8,363,136) 


$43,335,035 

$6,500,921 

$30,582,400 

$8,292,851 


2,264,500 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 

*The  following  survey  area  designed  by  IRB  includes  98',  of  the  net  ueekly  tin  illation  oj 
am  station  in  the  market.  \ March  ]962]  Stations  outside  the  "home"  area  nun  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ILLINOIS 

Kane- 

INDIANA 

Starke 

Boone 

Kankakee 

Jasper 

MICHIGAN 

Cook- 

Kendall 

Lake= 

Berrien 

De  Kalb 

Lake- 

La  Porte 

WISCONSIN 

Du  Page- 

La  Salle 

Newton 

Kenosha 

Grundy 

McHenry 

Porter 

Racine 

Iroquois 

Will 

Pulaski 

Walworth 

=Metro  County 

QUARTER-HOUR  HOMES  REACHED f  (NIELSEN)  1,338,300 

iNielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1061  -Spring  1962). 


TV  NIGHT  SPOT  COSTt 


IIIIIIIIIIIIIIUIIIIIIIIIIIIIIIIIIIIIIIHIIIIIIIIIIII 


$1,200 


TV  DAY  SPOT  COST! 


$   394 


XMghttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  tier/,. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Vol  intended  to 
replace  individual  station   rate  cards.     {For  analysis  of  method,  refer  title-page  this  Section). 


WBBM-TV  (CBS)  Ch.  2 

Cltfrk  B.  George,  gen.  mgr. 

Edward  R.  Kenefick,  gen.  sis.  mgr. 

Rep:  CTS  Sales 


TV  STATIONS 


WBKB  (ABC)  Ch.  7 

Sterling  C.  Quinlan.  gen.  mgr. 

Robert  F.  Adams,  sis.  dir. 

Rep:  ABC  Sales 


WGN-TV  Ch.  9 

Ward  L.  Quaal.  gen.  mgr. 

Irv.   Wilson,   sis.   mgr. 

Rep:  Petry 


WNBQ  (NBC)  Ch.  5 

Lloyd  Yoder,  gen.  mgr. 

Norman  Cissna.  sis.  mgr. 

Rep:  NBC  Sales 


\i  IRKET  Gl  mi 


1962-63  TV  MARKETS  Of  the  U.  S.     (With  three  or  more  stations) 


Mi< 


mmm  ■  ■     i 


CINCINNATI,  OHIO 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


$10,092,505 


Network 

(I960:  $1,966,831) 

$2,528,096 

National-regional  spot 

($5,656,103) 

$5,427,586 

Local 

($2,281,394) 

$2,267,917 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


Him 


873,700 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    {For  analysis  of  method,  refer  title-page  this  Section). 


' 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


INDIANA 

KENTUCKY 

Gallatin 

Pendleton 

Clinton 

Dearborn 

Bath 

Grant 

Powell 

Darke 

Fayette 

Boone 

Harrison 

Robertson 

Fayette 

Franklin 

Bourbon 

Henry 

Scott 

Greene 

Jefferson 

Bracken 

Kenton* 

Trimble 

Hamilton- 

Jennings 

Campbell- 

Lewis 

OHIO 

Highland 

Ohio 

Carroll 

Mason 

Adams 

Miami 

Randolph 

Clark 

Menifee 

Brown 

Montgomery 

Ripley 

Fayette 

Montgomery 

Butler 

Preble 

Switzerland 

Fleming 

Nicholas 

Clark 

Shelby 

Union 

Franklin 

Owen 

Clermont 

Warren 

Wayne 

*Metro  County 

QUARTER-HOUR  HOMES  REACHEDt  (NIELSEN)im 


runs:: 


295,900 


(Nielsen   estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  COSTtfiiiniiH 


$380 


TV  DAY  SPOT  COST* 


$  70 


y.Mghttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
|  March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


WCPO-TV  (CBS)  Ch.  9 

M.  C.  Watters,  gen.  mgr. 

Mrs.  Marian  Finney,  sis.  mgr. 

Rep:  Blair-TV 


TV  STATIONS  iiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiM^^ 


WKRC-TV  (ABC)  Ch.  12 

Sam  Johnston,  gen.  mgr. 

George  Rogers,  nat.  sis.  mgr. 

Rep:  Katz— (East) 


WLW-T  (NBC)  Ch.  5 

John  T.  Murphy,  gen.  mgr. 

David  F.  Strubbe,  sis.  mgr. 

Rep:  Crosley 


2',\       M  <  THIN     (IM 


1962-63  TV  MARKETS  Of  the  U.  S.     (With  three  or  more  stations) 


CLEVELAND,  OHIO 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


$17,251,387 


Network 

(I960:  $3,443,895) 

$3,773,565 

National-regional  spot 

($10,391,390) 

$11,031,493 

Local 

($3,648,897) 

$3,724,402 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


1.1,330,100 

*The  following  survey  area  designed  by  ARB  includes  98(',    of  the  net  weekly  circulation  oj 

inn   station  in  the  market.   [March  1962]    Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    I  For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


OHIO 

Geauga 

Morrow 

Tuscarawas 

Ashland 

Holmes 

Portage 

Wayne 

Ashtabula 

Huron 

Richland 

Wyandot 

Carroll 

Knox 

Sandusky 

PENNSYLVANIA 

Coshocton 

Lake 

Seneca 

Crawford 

Crawford 

Lorain 

Stark 

Lawrence 

Cuyahoga^ 

Mahoning 

Summit 

Mercer 

Erie 

Medina 

Trumbull 

Metro  County 

QUARTER-HOUR  HOMES  REACHED!  (NIELSEN)™™  709,500 

\ Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  COST} 


$700 


TV  DAY  SPOT  COST} 


1111111111111 iiiiiiii'iiiyiiiiiiiiiiii 


minium 


$225 


XNighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
[March  1962).  Costs  based  on  one  station  (highest-rate)  in  each  market.  Xot  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


liilllllllllllllllllllll 

KYW-TV  (NBC)  Ch.  3 

George  H.  Mathiesen,  gen.  mgr. 

Robert  Schroeder,  sis.  mgr. 

Rep:  TvAR 


TV  STATIONS 


WEWS  (ABC)  Ch.  5 

James  C.  Hanrahan,  gen.  mgr. 

Jay  S.  Kerekes,  ad.  mgr. 

Rep:  Blair-TV 


WJW-TV  (CBS)  Ch.  8 

Bob  Buchanan,  gen.  mgr. 

George  Lyons,  sis.  mgr. 

Rep-.  Storer 


\l  \HKKT    GLIDE      29 


1962-63  TV  TIMEBUYERS   MARKET  GUIDE 


Definitions  and  Methods  Used 


(1)  Inclusion  of  markets:— This  book  includes  all  mar- 
kets for  which  the  FCC  made  a  revenue  report  in 
1962;  i.e.,  all  multiple-station  markets.  In  addition, 
certain  other  key  markets  have  been  included  where 
(according  to  the  FCC  and  other  sources)  the  an- 
nounced due-date  for  a  third  station  to  be  on  air 
falls  within  the  use-life  of  this  annual  publication. 
These  markets  are:  Binghamton,  N.  Y.;  Grand  Rapids- 
Kalamazoo,  Mich.;  Providence-New  Bedford,  R.  I.j 
Rochester,  N.  Y.j  Syracuse-Elmira,  N.  Y. 

(2)  Description  of  market.  The  description  of  each 
market,  and  hence  its  place  in  alphabetical  listing, 
is  exactly  that  given  by  the  FCC  in  its  1962  revenue 
report. 

All  compound-  or  group-markets  are  as  specified 
by  the  FCC;  e.g.,  "Albany-Schenectady-Troy,  N.  Y." 
These  markets  include: — Albany-Schenectady-Troy, 
N.  Y.;  Beaumont-Port  Arthur,  Tex.;  Buffalo-Niagara 
Falls,  N.  Y.;  Cedar  Rapids-Waterloo,  Iowa;  Charleston- 
Oak  Hill-Huntington,  W.  Va.-Ashland,  Ky.;  Colorado 
Springs-Pueblo,  Col.;  Dallas-Fort  Worth,  Tex.;  Des 
Moines-Ames,  Iowa;  Flint-Saginaw-Bay  City,  Mich.; 
Fresno-Hanford-Visalia,  Cal.;  Greenville-Spartanburg, 
S.  C.-Asheville,  N.  C.j  Harrisburg-Lancaster-York-Leb- 
anon,  Pa.;  Hartford-New  Haven-New  Britain-Water- 
bury,  Connecticut;  Houston-Galveston,  Tex.;  Indian- 
apolis-Bloomington,  Ind.;  Johnstown-Altoona,  Pa.;  Las 
Vegas-Henderson,  Nev.;  Minneapolis-St.  Paul,  Minn.; 
Mobile,  Ala.-Pensacola,  Fla.;  Norfolk-Portsmouth- 
Newport  News-Hampton,  Va.;  Oklahoma  City-Enid, 
Okla.;  Orlando-Daytona  Beach,  Fla.;  Paducah,  Ky.- 
Cape  Girardeau,  Mo.-Harrisburg,  III.;  Phoenix-Mesa, 
Ariz.;  Portland -Poland  Spring,  Me.;  Richmond- 
Petersburg,  Va.;  Roanoke-Lynchburg,  Va.;  Rochester- 
Austin,  Minn. -Mason  City,  Iowa;  Sacramento-Stock- 
ton, Cal.;  Salt  Lake  City-Ogden-Provo,  Utah;  San 
Francisco-Oakland,  Cal.;  Shreveport,  La.-Texarkana. 
Tex.;  South  Bend-Elkhart,  Ind.;  Springfield-Decatur- 
Champaign-Urbana-Danville,  III.;  Tampa-St.  Peters- 
burg, Fla.;  Wichita-Hutchinson,  Kans.;  Wilkes  Barre- 
Scranton,  Pa.;  San  Juan-Caguas,  Puerto  Rico. 


(3)  Revenue  figures.  Details  of  tv  advertising  expen- 
ditures are  taken  from  the  1962  FCC  report  (covering 
1961).  Figures  for  network  spending,  national/re- 
gional spot,  and  local  advertising  are  also  quoted  for 
the  previous  year  (1960),  where  the  same  market  was 
quoted  in  both  reports. 

(4)  Tv  homes  in  market's  survey  area.  This  figure, 
and  the  list  of  counties  within  the  survey  area,  are 
reproduced  by  permission  from  the  ARB  Television 
Market  Summary,  March  1962.  (Further  use  or  com- 
munication of  these  figures  is  subject  to  ARB  copy- 
right restrictions.)  Detailed  explanation  of  sampling 
methods,  etc.,  will  be  furnished  on  request  by  ARB. 

(5)  Quarter-hour  homes.  Nielsen  Station  Index,  aver- 
age quarter-hour  network  prime-time  station  total  of 
homes  using  tv,  Fall  1961-Spring  1962.  Reproduced  by 
permission  of  the  A.  C.  Nielsen  Co. 

(6)  Spot  costs.  Abstracted  from  the  Spot  Television 
Advertising  Cost  Summary,  No.  31,  published  by  the 
Katz  Agency.  This  summary  is  designed  for  quick 
estimating  of  spot  tv  costs.  It  is  not  intended  to 
take  the  place  of  individual  station  rate  cards,  which 
should  be  consulted  for  specific  rates.  In  each  cate- 
gory, the  rate  shown  is  that  of  the  station  with  the 
highest  base  rate  in  that  category.  (The  published 
Cost  Summary  contains  detailed  explanation  of  dis- 
counts applied  in  this  calculation,  etc.) 

(7)  Stations  serving  the  market.  Follows  the  total 
number  of  stations  reported  by  the  FCC.  No  satel- 
lites have  been  included,  except  where  a  satellite  is 
reported  as  a  "station"  by  the  FCC.  Station  details 
are  as  reported,  and  checked  by,  the  station  or  its 
representative.  In  general,  TIMEBUYERS'  GUIDE  has 
selected,  for  its  listing  of  station  personnel,  only  the 
general  manager  (or  his  equivalent)  and  the  national 
sales  manager  (or  his  equivalent).  In  the  same  fash- 
ion, only  the  national  representative  has  been  listed. 


'M)      SI  .   I  ION    MM 


1962-63  TV  MARKETS  Of  the  U.  S.     (With  three  or  more  stations) 


COLORADO  SPRINGS-PUEBLO,  COLO. 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


$1,416,148 


Network 

(I960:  $301,340) 

$357,850 

National-regional  spot 

($445,154) 

$478,003 

Local 

($765,988) 

$608,172 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


llllllllllllllllflllllllllllllllllllllllllllllllllll!!!^ 


106,100 


*The  following  survey  area  designed  by  IRB  includes  ')!!',  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home''  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


COLORADO 

Custer 

Kiowa 

Pitkin 

Bent 

Elbert 

Kit  Carson 

Prowers 

Chaffee 

El  Paso- 

Los  Animas 

Pueblo* 

Cheyenne 

Fremont 

Lincoln 

Rio  Grande 

Canejos 

Gunnison 

Mineral 

Saguache 

Crawley 

Huerfano 

Otero 

=Metro  County 

QUARTER-HOUR  HOMES  REACHED!  (NIELSEN) 


63,700 


jNielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  th< 
market  in  prime  time.  (Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  COSTt 


!i!ll![|[||l!l!l 


$70 


TV  DAY  SPOT  COSTt  iiiiiiiiii^^ 

y.\ighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  I  highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


KKTV  (CBS)  Ch.  11 

James  D.  Russell,  gen.  mgr. 

Robert  D.  Ellis,  sis.  mgr. 

Rep:  Venard  Rintoul  &  McConnell 


TV  STATIONS 


KOAA-TV  (NBC)  Ch.  5 

James  Croll,  gen.  mgr. 

Kenneth  King,  comm.  mgr. 

Rep:   Meeker 


KRDO-TV  (ABC)  Ch.  13 

Harry  Hoth,  gen.  mgr. 

Jay  Gardner,  stn.  mgr. 

Rep:  ATS 


\i  \kkkt  ct  inK     31 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


mmmmmm^mmm^^mmmmmmmmmmmMmmmmmmmmmmmms^^mfi 


y:^^^^\^'\-:^[-\-:--^:^- 


COLUMBIA,  S.  C. 

TV  ADVERTISING  IN  MARKET  (FCC — 1961) 


$1,812,565 


Network 

(I960:  Not  available) 

$477,917 

National-regional  spot 

(I960:  Not  available) 

$824,216 

Local 

(I960:  Not  available) 

$480,821 

TV  HOMES  IN  MARKET'S  SURVEY  A  R  E  A  'E^ : ;  r :  ■ ' :  1 1 1 M : ;  i : : : ..; ;  i  ■■.:.■:■:.  \ ;;  i :.,;  i  i  i !  ■ : ;  i : .  ^  1 1 1 ' ■  i ;  1 1 1 : : ;  1 1 1 !  m  .  1 1 1  ■  / ; : :  1 1 1 ! ; ; :  ■ .  i  i  1 1  ii!!iiii!iiu323,500 

*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


NORTH  CAROLINA 

Cherokee 

Richmond 

Chester 

Scotland 

Chesterfield 

SOUTH  CAROLINA 

Claredon 

Abbeville 

Colleton 

Aiken 

Darlington 

Allendale 

Dillon 

Bamberg 

Dorchester 

Barnwell 

Edgefield 

Berkeley 

Fairfield 

Calhoun 

~Metro  County 

Florence 

Georgetown 

Greenwood 

Hampton 

Harry 

Kershaw 

Lancaster 

Laurens 

Lee 

Lexington* 


Marion 

Marlboro 

Newberry 

Orangeburg 

Richland* 

Saluda 

Sumter 

Union 

Williamsburg 

York 


QUARTER-HOUR  HOMES  REACHED!  (NIELSEN) 


56,600 


t Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962) . 

TV  NIGHT  SPOT  COSTiiiiiiiiiiiiniiiiiiiiiiiiiiiii 


TV  DAY  SPOT  CO  ST  |  iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 


imiiiiiiiiiiir 


$  59 


XNighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


WCCA-TV  (ABC)  Ch.  25 

Harold  E.  Anderson,  gen.  mgr. 

Arie  Landrum,  stn.  mgr. 

Rep:  ATS 


TV  STATIONS  n i 


WIS-TV  (NBC)  Ch.  10 

Charles  A.  Batson,  mng.  dir. 

Law  Epps,  sis.  mgr. 

Rep:  PGW 


illilllll 

WNOK-TV  (CBS)  Ch.  19 

H.  Moody  McElveen,  Jr.,  gen.  mgr. 

Richard  T.  Laughridge,  gen.  sis.  mgr. 

Rep:  Raymer 


8$8^ 


32      SECTION    ONE 


Directory  of  compound  markets 

Listing  of  compound   markets   follows   the  style  adopted  by  the  FCC  in   its    1 4)(>2  t r  revenue 
report.    These  markets  are  cross-indexed  here,  for  ease  of  reference:  — 


ALTOONA 

see  Johnstown 

AMES 

see  Des  Moines 

ASHLAND 

see  Charleston 

ASHEVILLE 

see  Greenville 

AUSTIN 

see  Rochester  (Minn.) 

BAY  CITY 

see  Flint 

BLOOM  INGTON 

see  Indianapolis 

CAGUAS 

see  San  Juan 

CAPE  GIRARDEAU 

see  Paducah 

CHAMPAIGN 

see  Springfield 

DANVILLE 

see  Springfield 

DAYTONA  BEACH 

see  Orlando 

DECATUR 

see  Springfield 

ELKHART 

see  South  Bend 

ELMIRA 

see  Syracuse 

ENID 

see  Oklahoma  City 

FORT  WORTH 

see  Dallas 

GALVESTON 

see  Houston 

HAMPTON 

see  Norfolk 

HANFORD 

see  Fresno 

HARRISBURG 

see  Paducah 

HENDERSON 

see  Las  Vegas 

HUNTINGTON 

see  Charleston 

HUTCHINSON 

see  Wichita 

KALAMAZOO 

see  Grand  Rapids 

LANCASTER 

see  Harrisburg 

LEBANON 

see  Harrisburg 

LYNCHBURG 

see  Roanoke 

MASON  CITY 


see  Rochester  (Minn.) 


MESA 

see  Phoenix 

NEW  BEDFORD 

see  Providence 

NEW  BRITAIN 

see  Hartford 

NEW  HAVEN 

see  Hartford 

NEWPORT  NEWS 

see  Norfolk 

NIAGARA  FALLS 

see  Buffalo 

OAK  HILL 

see  Charleston 

OAKLAND 

see  San  Francisco 

OGDEN 

see  Salt  Lake  City 

PORT  ARTHUR 

see  Beaumont 

PORTSMOUTH 

see  Norfolk 

PENSACOLA 

see  Mobile 

PETERSBURG 

see  Richmond 

POLAND  SPRING 

see  Portland 

PROVO 

see  Salt  Lake  City 

PUEBLO 

see  Colorado  Springs 

SAGINAW 

see  Flint 

ST.  PAUL 

see  Minneapolis 

ST.  PETERSBURG 

see  Tampa 

SCHENECTADY 

see  Albany 

SCRANTON 

see  Wilkes  Barre 

SPARTANBURG 

see  Greenville 

STOCKTON 

see  Sacramento 

TEXARKANA 

see  Shreveport 

TROY 

see  Albany 

URBANA 

see  Springfield 

VISALIA 

see  Fresno 

WATERBURY 

see  Hartford 

WATERLOO 

see  Cedar  Rapids 

YORK 


see  Harrisburg 


M  LRKET   i.l  1I>E      33 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


COLUMBUS,  OHIO 

TV  ADVERTISING  IN  MARKET  (FCC — 1961) 


$8,184,067 


Network 

(I960:  $1,694,094) 

$1,849,788 

National-regional  spot 

($4,597,430) 

$4,610,724 

Local 

($2,101,962) 

$2,121,399 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


iniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiip 


649,400 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


OHIO 

Coshocton 

Holmes 

Perry 

Adams 

Crawford 

Jackson 

Pickaway 

Allen 

Delaware 

Knox 

Pike 

Athens 

Fairfield 

Licking 

Richland 

Auglaize 

Fayette 

Logan 

Ross 

Brown 

Franklin* 

Madison 

Scioto 

Champaign 

Guernsey 

Marion 

Seneca 

Clark 

Hardin 

Morgan 

Union 

Clermont 

Highland 

Morrow 

Vinton 

Clinton 

Hocking 

Muskingum 

Wyandot 

*Metro  County 

QUARTER-HOUR  HOMES  REACHEDt  (NIELSEN) 


243,300 


jNielsen   estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1 961 -Spring  1962). 

TV  NIGHT  SPOT  COSTIiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniim iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiipiiiiii 


TV  DAY  SPOT  COSTtiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ 


$60 

XNighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
{March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


WBNS-TV  (CBS)  Ch.  10 

Richard  A.  Borel,  tv  dir. 

Robert  D.  Thomas,  sis.  dir. 

Rep:  Blair-TV 


TV  STATIONS 


WLW-C  (NBC)  Ch.  4 

Walter  E.  Bartlett,  gen.  mgr. 

Richard  E.  Reed,  sis.  mgr. 

Rep:  Crosley 


WTVN-TV  (ABC)  Ch.  6 

Robert  C.  Wiegand,  gen.  mgr. 

Richard  W.  Ostrander,  sis.  mgr. 

Rep:  Katz— (East) 


34     SECTION    ON] 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


DALLAS-FORT  WORTH,  TEX. 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


Network 


National-regional  spot 


Local 


(I960;  $2,073,965) 


($5,234,258) 


($3,614,757) 


$10,955,801 

$2,162,366 
$5,705,565 
$3,750,705 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


iiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiniiniiiiiiiiiiiiiiiiiiii 


751,600 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    {For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


OKLAHOMA 

Collin* 

Grayson 

Kaufman 

Rains 

Bryan 

Comanche 

Hamilton 

Lamar 

Rockwall 

Carter 

Cooke 

Henderson 

Leon 

Smith 

Choctaw 

Dallas* 

Hill 

Limestone 

Somervell 

Jefferson 

Delta 

Hood 

McLennon 

Stephens 

Love 

Denton~ 

Hopkins 

Mills 

Tarrant* 

Marshall 

Eastland 

Houston 

Montague 

Van  Zandt 

TEXAS 

Ellis# 

Hunt 

Navarro 

Wise 

Anderson 

Erath 

Jack 

Palo  Pinto 

Wood 

Bosque 

Fannin 

Johnson* 

Parker 

Young 

Brown 

Freestone 

~Metro  County 

QUARTER-HOUR  HOMES  REACHED  i   (NIELSEN) 


390,600 

fNielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  I  Fall  1961 -Spring  1962) . 


TV  NIGHT  SPOT  COSTt 


$365 


TV  DAY  SPOT  COST|iiiiiiiiiiiiiiiiiiii  $  96 

tMghttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  \ot  intended  to 
replace  individual  station   rate  cards.     (  For  analysis  of  method,  refer  title-jmge  this  Section). 


KRLD-TV  (CBS)  Ch.  4 

Roy  M.  Flynn.  stn.  mgr. 

Gene  Cuny,  sis.  mgr. 

Rep:  ATS 


TV  STATIONS 


KTVT  Ch.  11 

Jim  Terrell,  gen.  mgr. 
L.  (Corky)  Cartwright,  sis. 
Rep:  Katz  (West) 


mgr. 


WBAPTV  (NBC)  Ch.  5 

Roy  Bacus,  stn.  mgr. 

Jack  Rogers,  sis.  mgr. 

Rep:   PGW 


iiiiiniiiiiiiiinii 


WFAA-TV  (ABC)  Ch.  8 

Mike  Shapiro,  gen.  mgr. 

Edwin  W.  Pfieffer.  stn.  mgr. 

Rep:  Petry 


M  \RK1    I     (.1   ll>K       35 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


mmmmmwmmmmwmwmmmmmwmm 


mm 


DENVER,  COLO. 

TV  ADVERTISING  IN  MARKET  (FCC — 1961) 


$6,986,615 


Network 

(I960:  $1,197,921) 

$1,269,099 

National-regional  spot 

($3,634,025) 

$3,718,836 

Local 

($2,459,251) 

$2,268,542 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


iiiiniiiiiiiiiiiiiiiiiiiiiiiiiiii^ 


392,400 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


COLORADO 

Gilpin 

Logan 

Washington 

Adams* 

Grand 

Moffat 

Weld 

Arapahoe* 

Gunnison 

Morgan 

Yuma 

Boulder* 

Huerfano 

Park 

NEBRASKA 

Chaffee 

Jackson 

Phillips 

Cheyenne 

Cheyenne 

Jefferson* 

Pitkin 

Kimball 

Clear  Creek 

Kit  Carson 

Rio  Blanco 

WYOMING 

Denver* 

Lake 

Routt 

Albany 

Douglas 

Larimer 

Sedgwick 

Carbon 

Eagle 

Los  Animas 

Summit 

Laramie 

Elbert 

Lincoln 

Teller 

Natrona 

*Metro  County 

QUARTER-HOUR  HOMES  REACHED f  C NIELSEN)  -  .mm; :.: :  nn;' :,in:.  :iu: ■ -r '-mm. .  u;  :  ■         21 9,400 

^Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  {Fall  1961 -Spring  1962). 

TV  NIGHT  SPOT  COSTt  i i 'ir  inr ■ ' -' ■  ■:"   ■ iiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin i n  $275 

TV  DAY  SPOT  C 0 ST +;|!:l' ' :|M' ■' - ■  mm::- : i:.: ■  ■:. ;■ ■ '■ iiiimiiiiililii mill lllliiiiliiliiniii milium  $  65 

Vighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


miiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiimiiiiimi 


TV  STATIONS 


KBTV  (ABC)  Ch.  9 

Alvin  G.   Flanagan,  gen.  mgr. 

Robert  L.  Brown,  sis.  mgr. 

Rep:   PGW 


KLZ-TV  (CBS)  Ch.  7 

Hugh  B.  Terry,  gen.  mgr. 

Jack  Tipton,  stn.  mgr. 

Rep:   Katz  (West) 


KOA-TV  (NBC)  Ch.  4 

Ralph  Radetsky,  stn.  mgr. 

Dick  Harris,  sis.  mgr. 

Rep:  Blair-TV 


KTVR  Ch.  2 

James  T.  Brennan,  gen.  mgr. 
Rep:  Young 


mmmm 


36      SECTION    ONE 


1962-63  TV  MARKETS  Of  the  U.  S.     (With  three  or  more  stations) 


DES  MOINES-AMES,  IOWA 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


Network 


(I960:  $1,058,590) 


National-regional  spot 
Local 


($2,387,922) 


($685,976) 


$3,705,838 

$1,217,594 

$2,271,546 

$696,040 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


346,500 


"The  following  survey  area  designed  by  .4KB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


IOWA 

Clarke 

Hancock 

Marion 

Tama 

Adair 

Dallas 

Hardin 

Marshall 

Union 

Appanoose 

Decatur 

Humboldt 

Monroe 

Wapello 

Audubon 

Emmet 

Iowa 

Palo  Alto 

Warren 

Boone 

Floyd 

Jasper 

Pocahontas 

Washington 

Butler 

Franklin 

Keokuk 

Polk* 

Wayne 

Calhoun 

Green 

Kossuth 

Poweshiek 

Webster 

Carroll 

Grundy 

Lucas 

Ringgold 

Winnebago 

Cass 

Guthrie 

Madison 

Sac 

Wright 

Cerro  Gordo 

Hamilton 

Mahaska 

Story 

Metro  County 

QUARTER-HOUR  HOMES  REACHEDf  (NIELSEN) 


148,400 


^Nielsen   estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  I  Fall  1961  -Spring  1962) . 


TV  NIGHT  SPOT  COST} 


TV  DAY  SPOT  COST} 


iiiiiiiiiii 


IIIIIIIIIIIIUIIIIIIIIII 


$180 


$  56 


a.\  ighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


TV  STATIONS 


llllllllllllllllr 


KRNT-TV  (CBS)  Ch.  8 

Bob  Dillon,  gen.  mgr. 

Paul  Elliott,  sis.  mgr. 

Rep:  Katz-(West) 


WHO-TV  (NBC)  Ch.  13 

Paul  A.  Loyet,  gen.  mgr. 

Robert  H.  Harter,  sis.  mgr. 

Rep:  PGW 


iu:ii:i 

WOI-TV  (ABC)  Ch.  5 

Robert  C.  Mulhall,  gen.  mgr. 

Ted  Tostlebe,  comm.  mgr. 

Rep:  H-R 


MARKKT    Gl  TOE 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 

mm     ,  -  "-"  " 


DETROIT,  MICH. 


TV  ADVERTISING  IN  MARKET  (FCC — 1961)iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiti 

Network  (I960:  $4,442,733) 


$17,986,762 

$4,578,049 


National-regional  spot 


($10,798,087) 


Local 


($4,238,898) 


$11,240,304 


$4,180,317 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


llllllllllllllllllllllllllll!!!^ 


1,567,000 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


MICHIGAN 

Livingston 

Sanilac 

OHIO 

Genesee 

Macomb* 

Shiawassee 

Lucas 

Huron 

Monroe 

Tuscola 

Ottawa 

Jackson 

Oakland* 

Washtenaw 

Sandusky 

Lapeer 

St.  Clair 

Wayne* 

Wood 

Lenawee 

#Metro  County 

QUARTER-HOUR  HOMES  REACHED  i   (NIELSEN)iiiiiii!iiiiiiiiiiiiiiiiiiiiiiiiiiiiiii« 

\Nielsen  estimate  of  tfic  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961  -Spring  1962) . 


TV  NIGHT  SPOT  COST! 


Ill  llllllllll 


$1,100 


TV  DAY  SPOT  COSTtin- 


$   160 

%Nighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  iveek. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiim 


TV  STATIONS 


CKLW-TV  Ch.  9  (Ontario) 

S.  Campbell  Ritchie,  gen.  mgr. 

Norman  Hawkins,  sis.  mgr. 

Rep:  RKO  Sales 


WJBK-TV  (CBS)  Ch.  2 

Lavvrence  Carino,  gen.  mgr. 

Hap  Eaton,  sis.  mgr. 

Rep:  Storer 


WWJ -TV  (NBC)  Ch.  4 

James  Schiavone,  gen.  mgr. 

Ray  W.  Colie,  sis.  mgr. 

Rep:  PGW 


WXYZ-TV  (ABC)  Ch.  7 

John  F.  Pival,  gen.  mgr. 

Kent  Fredericks,  nat.  sis.  mgr. 

Rep:  ABC  Sales 


\«l 


.',:;     si  (  i  kin  iim 


1962-63  TV  MARKETS  Of  the  U.  S.     (With  three  or  more  stations) 


EL  PASO,  TEX. 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 

Network 


illllllllllllililiillliiilililllliilliiillililli 
(I960:  $379,903) 


National-regional  spot 


($637,577) 


Local 


($882,895) 


TV  HOMES  IN  MARKET'S  SURVEY  AREA*i: 


$1,818,622 

$375,410 


$609,498 
$885,467 

102,000 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
[xirt  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


NEW  MEXICO 

Hidalgo 

TEXAS 

Hudspeth 

Dona  Ana 

Luna 

Culberson 

Jeff  Davis 

Grant 

Otero 

El  Paso* 

Presidio 

=  Metro  County 

QUARTER-HOUR  HOMES  REACHED+  (NIELSEN) 


64,300 


^Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961 -Spring  1962). 


TV  NIGHT  SPOT  COSTtnu 


miniumi 


$115 


TV  DAY  SPOT  COST! 


Illlllllllllllllllllllllllllllllinillllll 


$  35 


XNighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  < highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


11111111111111! 

KELP-TV  (ABC)  Ch.  13 

Gene  Roth,  stn.  mgr. 

Rep:  Young 


TV  STATIONS 


KROD-TV  (CBS)  Ch.  4 

Larry  Daniels,  gen.  mgr. 

George  Collie,  sis.  mgr. 

Rep:  Boiling 


KTSM-TV  (NBC)  Ch.  9 

Karl  O.  Wyler,  Sr.,  gen.  mgr. 

Karl  O.  Wyler,  Jr.,  exec.  v. p. 

Rep:  Hollingbery 


M  UtKET   CI  IDE      39 


Directory  of  compound  markets 

Listing  of  compound  markets  follows  the  style  adopted  by  the  FCC  in  its  1962  tv  revenue 
report.    These  markets  are  cross-indexed  here,  for  ease  of  reference: — 


ALTOONA 

see  Johnstown 

AMES 

see  Des  Moines 

ASHLAND 

see  Charleston 

ASHEVILLE 

see  Greenville 

AUSTIN 

see  Rochester  (Minn.) 

BAY  CITY 

see  Flint 

BLOOM  INGTON 

see  Indianapolis 

CAGUAS 

see  San  Juan 

CAPE  GIRARDEAU 

see  Paducah 

CHAMPAIGN 

see  Springfield 

DANVILLE 

see  Springfield 

DAYTONA  BEACH 

see  Orlando 

DECATUR 

see  Springfield 

ELKHART 

see  South  Bend 

ELMIRA 

see  Syracuse 

ENID 

see  Oklahoma  City 

FORT  WORTH 

see  Dallas 

GALVESTON 

see  Houston 

HAMPTON 

see  Norfolk 

HAN FORD 

see  Fresno 

HARRISBURG 

see  Paducah 

HENDERSON 

see  Las  Vegas 

HUNTINGTON 

see  Charleston 

HUTCHINSON 

see  Wichita 

KALAMAZOO 

see  Grand  Rapids 

LANCASTER 

see  Harrisburg 

LEBANON 

see  Harrisburg 

LYNCHBURG 

see  Roanoke 

MASON  CITY 


see  Rochester  (Minn.) 


MESA 

see  Phoenix 

NEW  BEDFORD 

see  Providence 

NEW  BRITAIN 

see  Hartford 

NEW  HAVEN 

see  Hartford 

NEWPORT  NEWS 

see  Norfolk 

NIAGARA  FALLS 

see  Buffalo 

OAK  HILL 

see  Charleston 

OAKLAND 

see  San  Francisco 

OGDEN 

see  Salt  Lake  City 

PORT  ARTHUR 

see  Beaumont 

PORTSMOUTH 

see  Norfolk 

PENSACOLA 

see  Mobile 

PETERSBURG 

see  Richmond 

POLAND  SPRING 

see  Portland 

PROVO 

see  Salt  Lake  City 

PUEBLO 

see  Colorado  Springs 

SAGINAW 

see  Flint 

ST.  PAUL 

see  Minneapolis 

ST.  PETERSBURG 

see  Tampa 

SCHENECTADY 

see  Albany 

SCRANTON 

see  Wilkes  Barre 

SPARTANBURG 

see  Greenville 

STOCKTON 

see  Sacramento 

TEXARKANA 

see  Shreveport 

TROY 

see  Albany 

URBANA 

see  Springfield 

VISALIA 

see  Fresno 

WATERBURY 

see  Hartford 

WATERLOO 

see  Cedar  Rapids 

YORK 


see  Harrisburg 


40      SECTION    ONE 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


EVANSVILLE,  IND. 


TV  ADVERTISING  IN  MARKET  (FCC — 1961) 

Network 


IIIIIIIIIUIIIIIIIIIIIIIIIIIIIIIIIIIIllllll! 

(1960:  $635,090) 


National-regional  spot 


($686,156) 


Local 


($806,088) 


$2,003,198 

$697,426 


$666,512 


$789,286 


TV  HOMES  IN  MARKET'S  SURVEY  AREA- 


.;• 


■in  292,000 

NOTE:  This  is  an  intermixed  uhf  and  vhf  market 

*The  following  survey  area  designed  by  ARB  includes  98(/(  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ILLINOIS 

Marion 

Dubois 

Posey 

Hancock 

Clay 

Pope 

Gibson 

Spencer 

Hart 

Crawford 

Richland 

Greene 

Sullivan 

Henderson* 

Edwards 

Saline 

Harrison 

Vanderburgh* 

Hopkins 

Effingham 

Wabash 

Knox 

Warrick 

Lyon 

Gallatin 

Wayne 

Martin 

KENTUCKY 

McLean 

Hamilton 

White 

Orange 

Caldwell 

Muhlenberg 

Hardin 

Williamson 

Owen 

Crittenden 

Ohio 

Jasper 

INDIANA 

Perry 

Daviess 

Union 

Jefferson 

Crawford 

Pike 

Grayson 

Webster 

Lawrence 

Daviess 

Metro  County 

QUARTER-HOUR  HOMES  REACHED!  (NIELSEN) 


101,500 


\Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time,  i  Fall  1961  -Spring  1962). 


TV  NIGHT  SPOT  COST; 


$125 


TV  DAY  SPOT  COST  iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiii^  $  25 

XNighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
{March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  tide-page  this  Section). 


WEHT-TV  (CBS)  Ch.  50 

William  B.  Hight,  gen.  mgr. 

Howard  D.  Duncan,  sis.  mgr. 

Rep:  Young 


TV  STATIONS 


WFIE-TV  (NBC)  Ch.  14 

Jack  Douglas,  gen.  mgr. 

Jack  Berning,  gen.  sis.  mgr. 

Rep:  Katz— (East) 


WTVW  (ABC)  Ch.  7 

Dick  Shively,  gen.  mgr. 

Robert  Ossenberg,  sis.  mgr. 

Rep:  Hollingbery 


MARK  FT   GUIDE      41 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


y^^^-^^-^^^^y 


rnmmmimm 


FLINT-SAGINAW-BAY  CITY,  MICH. 

TV  ADVERTISING  IN  MARKET  (FCC — 1961)'iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiinii  mnurnnnn $3,003,780 


Network 


(I960:  $860,222) 


$1,043,480 


National-regional  spot 


($1,579,783) 


$1,633,041 


Local 


($623,705) 


$689,405 


TV  HOMES  IN  MARKET'S  SURVEY  AREA*iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ 

NOTE:  This  is  an  intermixed  uhf  and  vhf  market 

*The  following  survey  area  designed  by  ARB  includes  98c/<>  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-jxige  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


MICHIGAN 

Genesee* 

Lapeer 

Oscoda 

Alcona 

Gladwin 

Livingston 

Presque  Isle 

Alpena 

Gratiot 

Mecosta 

Roscommon 

Arenac 

Huron 

Midland 

Saginaw* 

Bay* 

Ingham 

Missaukee 

St.  Clair 

Clare 

Ionia 

Montcalm 

Sanilac 

Clinton 

Iosco 

Montmorency 

Shiawassee 

Crawford 

Isabella 

Ogemaw 

Tuscola 

Eaton 

Kalkaska 

Osceola 

#Metro  County 

QUARTER-HOUR  HOMES  REACHED  i   (NIELSEN) 


149,200 


fNielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961 -Spring  1962). 


iiiiiiiiiii»$  2  00 
iiiiiiiiiiiiiiiiiii!i$  75 


TV  NIGHT  SPOT  COSTiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiira 
TV  DAY  SPOT  COST* 

■Mghttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
|  Mm th  I9(>'2\.  (.'osts  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


II 

WJRT  (ABC)  Ch.  12 

A.  Donovan  Faust,  gen.  mgr. 

Robert  I.  Mart,  sis.  mgr. 

Rep:  HRP 


TV  STATIONS 


WKNX-TV  (CBS)  Ch.  57 

William  J.  Edwards,  gen.  mgr. 

Robt.  M.  Chandler,  comm.  mgr. 

Rep:  Gill-Perna 


llllllllllllllll: 


WNEM-TV  (NBC)  Ch.  5 

James  Gerity  Jr.,  gen  mgr. 

Jack  Berry,  comm.  mgr. 

Rep:  Petry 


42      SECTION    ONE 


5  REASONS  WHY 
IT  PAYS  TO  BUY 
CHANNEL  5! 


ocal-level  merchandising 
support. 

2— Top  FM  coverage  in 
All  Eastern  Michigan. 

3— Every  commercial  gets 
full-page,  front-page 
exposure. 


4— Eastern  Michigan's  only 
TV  station  telecasting 
color  daily. 

5— Nearing  10  years  of  one- 
ownership  service  to  all 
Eastern  Michigan. 


WNEM-TV 


r- 


III  SERVING  THE  ONE   BIG   T0P  40 

**'  MARKET    OF    FLINT   •  SAGINAW 

BAY   CITY   AND    ALL    EASTER 
<Z7~^N  MICHIGAN 


M\Kkf  I     i.l   ID)        4") 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


FORT  WAYNE,  IND. 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


$2,428,154 


Network 

(I960:   $763,227) 

$832,833 

National-regional  spot 

($953,474) 

$1,129,955 

Local 

($830,550) 

$644,066 

251,100 


*Tlie  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


INDIANA 

Kosciusko 

Whitley 

Henry 

Adams 

LaG  range 

OHIO 

Mercer 

Allen* 

Miami 

Allen 

Paulding 

Blackford 

Noble 

Darke 

Putnam 

De  Kalb 

Steuben 

Defiance 

Vanwert 

Huntington 

Wabash 

Fulton 

Williams 

Jay 

Wells 

#Metro  County 

QUARTER-HOUR  HOMES  REACHED!  (NIELSEN) 


92,400 


f Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  lime.  (Fall  1961 -Spring  1962). 

TV  NIGHT  SPOT  COSTt'iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiw 


TV  DAY  SPOT  COST! 


$  43 


%Nighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


WANE-TV  (CBS)  Ch.  15 

Reid  G.  Chapman,  gen.  mgr. 

John  J.  Keenan,  gen.  sis.  mgr. 

Rep:  H-R 


TV  STATIONS 


WKJG-TV  (NBC)  Ch.  33 

Edward  G.  Thorns,  gen.  mgr. 

Carleton  B.  Evans,  comm.  mgr. 

Rep:  ATS 


WPTA  (ABC)  Ch.  21 

Richard  D.  Morgan 

gen./nat.  sis.  mgr. 

Rep:  Young 


44     SECTION   ONE 


1962-63  TV  MARKETS  Of  the   U.  S.     (With  three  or  more  stations) 


FRESNO-HANFORD-VISALIA,  CAL 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 

Network 


lillllllllllllllllllllllllllllllllllllllllllllll 
(I960:  $833,683) 


National-regional  spot 


($1,658,056) 


Local 


($870,139) 


$2,878,614 

$868,958 

$1,521,200 

$903,634 


TV  HOMES  IN  MARKET'S  SURVEY  AREA^iiiiiiiiiiiiiii  muni 323,400 

*The  following  survey  area  designed  by  ARB  includes  98'  <  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    [For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


CALIFORNIA 

Kings 

Mariposa 

Stanislaus 

Fresno- 

Madera 

Merced 

Tulare 

Kern 

"Metro  County 

QUARTER-HOUR  HOMES  REACHED!  (NIELSEN)i  '       '  auiuiiiiiiiiiii  100,500 

f Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  {Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  COST* 


IllllllllllllllllllllllliOIIW 


$180 


TV  DAY  SPOT  COST! 


ii'iwniiiiiiiiiiiiiiiiinini 


$  40 


l.Xighttime  is  based  on  20-seeond  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section)* 


mm ...,;::;.:..  milium  ■  


KAIL-TV   Ch.  53 

Charles  Haddix,  gen.  mgr. 

Rep:  Tele-Radio  &  TV 


TV  STATIONS 


KFRE-TV  (CBS)  Ch.  30 

Leslie  H.  Peard.  Jr.,  gen.  mgr. 

Jay  Sondheim,  sis.  mgr. 

Rep:  Blair-TV 


KICU-TV  Ch.  43 

W    0.  Edholm.  gen.  mgr. 
Rep:  Weed 


KJE0-TV  (ABC)  Ch.  47 

George  C.  Fleharty,  gen.  mgr. 

Keith  M.  Swinehart,  sis.  mgr. 

Rep:  H-R 

mmsm 


KMJ-TV  (NBC)  Ch.  24 

John  I.  Edwards,  stn.  mgr. 

Wilson  Lefler,  sis.  mgr. 

Rep:  Katz  (West) 


MARKET   GUIDE      45 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  third  station  pending) 


f«s::M^^ 


GRAND  RAPIDS-KALAMAZOO,  MICH 

TV  ADVERTISING  IN  MARKET  ( FCC — 1961 ) 


Not  available 


Network 

Not  available 

National-regional  spot 

Not  available 

Local 

Not  available 

TV  HOMES  IN  MARKET'S  SURVEY  AREA*iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin^ 

*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


INDIANA 

Branch 

Isabella 

Muskegon 

Elkhart 

Calhoun 

Jackson 

Newaygo 

LaGrange 

Cass 

Kalamazoo* 

Oceana 

St.  Joseph 

Clinton 

Kent* 

Osceola 

Steuben 

Eaton 

Lake 

Ottawa 

MICHIGAN 

Gratiot 

Manistee 

St.  Joseph 

Allegan* 

Hillsdale 

Mason 

Van  Buren 

Barry* 

Ingham 

Mecosta 

Williams 

Berrien 

lonio 

Montcalm 

#Metro  County 

QUARTER-HOUR  HOMES  REACHEDf  (NIELSEN) iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiihiiiiiiiii iiiiiii!ii!iiiiiiiiiiiii!iiiiiiiiiiiiiiiini21 0,450 

^Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962) . 


TV  NIGHT  SPOT  COSTtiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiH 


$360 


TV  DAY  SPOT  CO  ST  Iiiiiiiiiiiiiiih^  7  5 

XNighltime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  iveek. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


TV  STATIONS  iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiim 


WIIM-TV  (ABC)  Ch.  13 

Mark  Wodlinger,  gen.  mgr. 

Rep:  PCW 

(New  Station.    On  the  air  target  date 

-November  1.  \9(>2  I 


WKZO-TV  (CBS)  Ch.  3 

Carl  E.  Lee,  gen.  mgr. 

Donald  W.  DeSmit,  sis.  mgr. 

Rep:  Avery-Knodel 


WOOD-TV  (NBC)  Ch.  8 

Willard  Schroeder,  gen.  mgr. 
John  S.  Markward,  stn.  mgr./sls. 
Rep:  Katz  (East) 


dir. 


NOTE: — The  marketing  data  presented  reflects  the  situation  as  it  currentK  exists;  no  revisions  have  been  made  to  ac- 
count for  the  new  station  that  will  be  going  on  the  air. 


46      SECTION    ONE 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


GREEN  BAY,  WIS. 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 

Network 


(I960:  $908,003) 


$2,516,792 

$979,969 


National-regional  spot 


($912,777) 


Local 


($844,265) 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


$1,000,056 
$696,905 

348,500 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  tfie  market.    (For  analysis  of  method,   refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


MICHIGAN 

Ontonagon 

Juneau 

Outagamie* 

Alger 

WISCONSIN 

Kewaunee 

Portage 

Benzie 

Adams 

Langlade 

Price 

Delta 

Brown* 

Lincoln 

Shawano 

Dickinson 

Calumet 

Manitowoc 

Sheboygan 

Iron 

Door 

Marathon 

Vilas 

Leelanau 

Florence 

Marinette 

Waupaca 

Manistee 

Fond  du  Lac 

Marquette 

Waushara 

Marquette 

Forest 

Oconto 

Winnebago 

Mason 

Green  Lake 

Oneida 

Wood 

Menominee 

-Metro  County 

QUARTER-HOUR  HOMES  REACHED!  (NIELSEN) 


iiiuiiiml  39,000 


f  Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  COST* 
TV  DAY  SPOT  COST} 


iniiiiiiiiniiii 


$135 
42 

XNighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


TV  STATIONS 


WBAY-TV  (CBS)  Ch.  2 

Haydn   R.   Evans,  gen.  mgr. 

Earl  H.  Huth,  sis.  mgr. 

Rep:  H-R 


WFRV  (NBC)  Ch.  5 
Lee  Browning,  gen.  mgr. 
Fred  Johnson,  sis.  mgr. 

Rep:  Katz— (West) 


WLUK-TV  (ABC)  Ch.  11 

John  H.  Borgen,  gen.  mgr. 
Rep:  Young 


:x;::::¥::::x:,;:;:::>::::::;x;:::x:: 


M  \KKI    I     cl   IDE       47 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


SftSJSW:*:**: 


mm 


mrnmrnm^      immmmmm. 


GREENVILLE-SPARTANBURG,  S.  C.-ASHEVILLE,  N.  C. 

TV  ADVERTISING  IN  MARKET  (FCC — 1961)iiiiiiiiiiiiiiiiii>iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii>ii  $3,069,702 

Network  (I960:  $794,533)  $905,854 


National-regional  spot 


($1,545,104) 


$1,450,742 


Local 


($799,944) 


$864,398 


TV  HOMES  IN  MARKET'S  SURVEY  AREA*i i i 

NOTE:  This  is  an  intermixed  uhf  and  vhf  market 


727,700 


*Tke  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


GEORGIA 

Union 

Gaston 

Banks 

White 

Graham 

Barrow 

Wilkes 

Haywood 

Clarke 

KENTUCKY 

Henderson* 

Elbert 

Bell 

Jackson 

Franklin 

Harlan 

Lincoln 

Habersham 

Leslie 

McDowell 

Hart 

Letcher 

Macon 

Jackson 

Perry 

Madison 

Lincoln 

Whitley 

Mecklenberg 

Lumpkin 

NORTH    CAROLINA 

Mitchell 

Madison 

Alexander 

Polk 

Morgan 

Avery 

Rutherford 

Oconee 

Buncombe* 

Swain 

Oglethorpe 

Burke 

Transylvania 

Rabun 

Caldwell 

Yancey 

Stephens 

Catawba 

SOUTH  CAROLINA 

Taliaferro 

Clay 

Abbeville 

Towns 

Cleveland 

Anderson 

#Metro  County 

Cherokee 

Chester 

Chesterfield 

Edgefield 

Fairfield 

Greenville* 

Greenwood 

Lancaster 

Laurens 

McCormick 

Newberry 

Oconee 

Pickens 

Saluda 

Spartanburg* 

Union 

York 

TENNESSEE 

Anderson 


Campbell 
Carter 

Claiborne 

Cocke 

Grainger 

Greene 

Hamblen 

Hancock 

Hawkins 

Jefferson 

Loudon 

Monroe 

Sullivan 

Unicoi 

Union 

Washington 

VIRGINIA 

Lee 

Scott 

Washington 


QUARTER-HOUR  HOMES  REACHED!  (NIELSEN)iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii  1 70,200 

iNielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961 -Spring  1962) . 

$175 
$  56 


TV  NIGHT  SPOT  COST* 
TV  DAY  SPOT  COSTt-ii 


llil!lllllllllll!llllllillllllllllll[||llllllllllllllllllllllli:illl!llllllllllllllllllli 


|l!llillll[|liliiilll!!IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIM 


%N ighltime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section)., 


■Illlllllllllillllillllllllllllllllllllllllllllllllllll II! Illlllllllllllll IIIIIIIIIIIIIIIH Illllllllllllllllilllllllllllllllllllllllilllllllllllllll 


TV  STATIONS 


WFBC-TV  (NBC)  Ch.  4 

Wilson  C.  Wearn,  gen.  mgr. 

Douglas  A.  Smith,  nat.  sis.  mgr. 

Rep:  Avery-Knodel 


WLOS-TV  (ABC)  Ch.  13 

Morton  S.  Cohn,  stn.  mgr. 

Fred  L.  Bernstein,  sis.  mgr. 

Rep:  PGW 


WSPA-TV  (CBS)  Ch.  7 

Walter  J.  Brown,  gen.  mgr. 

Roger  A.  Shaffer,  sis.  mgr. 

Rep:  Hollingbery 


WISE-TV  (NBC)  Ch.  62 

Harold  H.  Thorns,  pres. 

Rep:  Not  available 


■  !«•;       -I  I    I  KIN    (»\k 


IN  WFBC-TV's  GIANT  MARKET 

"TEXTILE  CENTER 
OF  THE  WORLD'' 


Southern  Textile  Exposition  Building,  Greenville,  S.  C,  to  be  completed  in  1964,  replacing 
world-famous  Textile  Hall,  home  of  the  Exposition  since  1915.  The  new  structure  is  expected  to 
be  the  finest  industrial  exposition  facility  in  the  Southeast. 


WFBC-TV  SALUTES  THE  22nd  SOUTHERN 
TEXTILE  EXPOSITION,  Oct.  15-19,1962 

The  1962  Southern  Textile  Exposition  in  Greenville,  S.  C,  "Textile  Center 
of  the  World"  will  attract  exhibitors  and  buyers  of  machinery  and  equipment 
from  the  Americas,  Europe  and  Asia.  The  biennial  Exposition  is  unique  in  the 
field  of  textile  manufacturing  ...  a  market  place  for  new  ideas  and  improved 
methods  for  making  the  world's  fabrics. 

WFBC-TV's  own  market  embraces  the  largest  concentration  of  textile  manu- 
facturing, with  350  mills  which  employ  250,000  people.  They  make  the  fabrics 
for  America's  apparel,  household  goods  and  industry. 

WFBC-TV  Dominates  The  Greenville-Spartanburg-Asheville  Market 
of  2  Million  People,  With  $3  Billions  in  Incomes. 

For  complete  data  about  the  market,  the  ratings  and  availabilities,  contact 
the  Station  or  Avery-Knodel. 


The  Giant  of  Southern  Skies 


WFBC-TV 

GREENVILLE,   SOUTH   CAROLINA 


CHANNEL  4 


SERVING  GREENVILLE,  SPARTANBURG,  ASHEVILLE 
Represented  Nationally  by  Avery-Knodel,  Inc. 


) 


Affiliated  with  WBIR-TV,  Knoxville,  Tenn. 


MARKET   GUIDE      49 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


mmm  ■  :  mm 


HARRISBURG-LANCASTER- YORK-LEBANON,  PA. 


TV  ADVERTISING  IN  MARKET  (FCC — 1961) 

Network 


(I960:  $1,216,273) 


$4,527,891 

$1,458,043 


National-regional  spot 


($2,791,432) 


$2,759,312 


Local 


($1,148,558) 


$1,149,109 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 

NOTE:  This  is  an  intermixed  uhf  and  vhf  market 


Jll!llll]|li!!llllllll«iiiiiill(|]|ilim 


1,115,800 


*77j«  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


MARYLAND 

PENNSYLVANIA 

Dauphin* 

Montour 

Baltimore 

Adams 

Franklin 

Northumberland 

Carroll 

Berks 

Fulton 

Perry 

Cecil 

Cameron 

Huntingdon 

Schuylkill 

Frederick 

Centre 

Juniata 

Snydar 

Howard 

Chester 

Lancaster* 

Sullivan 

Kent 

Clinton 

Lebanon* 

Union 

Queen  Annes 

Columbia 

Lycoming 

York* 

Washington 

Cumberland* 

Mifflin 

#Metro  County 

QUARTER-HOUR  HOMES  REACHED)  (NIELSEN) 


174,500 


^Nielsen  estimate  of  tfie  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961 -Spring  1962) . 

$240 
$101 


TV  NIGHT  SPOT  COSTti iiihi 

TV  DAY  SPOT  COSTiiiiiiiiiiiiiiiiiiimiiiniiiiiii^ 

XNighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


iiiiiiiiiiiiiiiiiiiiiii  TV  STATIONS  iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiinm 


WGAL-TV  (NBC/CBS)  Ch.  8 

Clair  R.  McCollough,  pres./gen.  mgr. 

J.  Robert  Gulick,  gen.  sis.  mgr. 

Robert  L.  Dreher,  nat.  sis.  mgr. 

Rep:  Meeker 


WHP-TV  (CBS)  Ch.  21 

Cecil  Sansbury,  gen.  mgr. 

Jack  Candioto,  sis.  mgr. 

Rep:  Blair  Associates 


WLYHTV  (CBS)  Ch.  15 

Joe  Zimmermann,  gen.  mgr. 

Edward  H.  Benedict  (New  York), 

dir.  nat.  sis. 

Rep:  Blair  Associates 


WSBA-TV  (CBS)  Ch.  43 

Roert  M.  Stough,  stn.  mgr. 

Rep:  Blair  Associates 


WTPA  (ABC)  Ch.  27 

Donald  D.  Wear,  gen.  mgr. 

Jack  Thornsley,  sis.  mgr. 

Rep:  HRP 


>iMS&S8 


50      SECTION    ONE 


1962-63  TV  MARKETS  Of  the   U.  S.     (With  three  or  more  stations) 


HARTFORD-NEW  HAVEN-NEW  BRITAIN-WATERBURY,  CONN. 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 

Network 


lllllllllllllllllllllll 
(I960:  $1,815,167) 


National-regional  spot 


($7,016,968) 


$9,016,283 

$1,888,766 
$7,058,547 


Local 


($1,377,046) 


$1,304,038 


TV  HOMES  IN  MARKET'S  SURVEY  A R E A^^u'iiiMiiiiiiinjJitiiiJiiiitriiJHiiiiiiiiirtiiiniiiiitniiitFriiiiiiiitniiiiitMuiiiniNi  1,326,200 

NOTE:  This  is  an  intermixed  uhf  and  vhf  market 

*The  following  survey  area  designed  by  ARH  includes  '>!',',  of  the  net  week  I  \  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


CONNECTICUT 

Fairfield 
Hartford* 
Litchfield 
Middlesex 

-Metro  County 


New  Haven- 
New  London 
Tolland 
Windham 


MASSACHUSETTS 

Berkshire 

Franklin 

Hampden 

Hampshire 


Worcester 
NEW  YORK 

Dutchess 
Suffolk 


QUARTER-HOUR  HOMES  REACHEDt  (NIELSEN) 


293,300 


\Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  [Fall  1961-Spring  1962). 

TV  NIGHT  SPOT  COSTiniiiHiniiiu 


TV  DAY  SPOT  COST} 


$143 


XNighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


TV  STATIONS 

WHNB-TV  (NBC)  Ch.  30 

Robert  W.  Bray,  gen.  mgr. 

Jack  Fox,  sis.  dir. 

Rep:  Hollingbery 


WHCT  Ch.  18 

Charles  0.  Wood,  gen.  mgr. 

Rep:  RKO  Sales 


WTIC-TV  (CBS)  Ch.  3 

Walter  C.  Johnson,  gen.  mgr. 

Irwin  C.  Cowper,  sis.  v. p. 

Rep:  HRP 


WNHC-TV  (ABC)  Ch.  8 
Howard  W.  Maschmeier,  gen.  mgr. 
Robert  Teter,  sis.  mgr. 
Rep:  Blair-TV 
WATR-TV  (ABC)  Ch.  53 
Harold  Thomas,  pres. 
Sam  Elman,  mgr. 
Rep:  Masla 


M  \rkvt  (.1  un 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


HONOLULU,  HAWAII 


TV  ADVERTISING  IN  MARKET  (FCC — 1961)  iiiniiiiHiiiiiiiiiiiiiiiiiiiiiNiiMiiiiiiiiiiiiiiniiiiimiiiitiiiiiinii  $3,020,286 

Network  (I960:  $303,810)  $403,019 


National-regional  spot 


($1,096,372) 


$1,014,628 


Local 


($1,597,892) 


$1,729,464 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


140,900 


*The  follotving  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  oj 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


HONOLULU,  HAWAII 

Hawaii 

Honolulu* 

Kauai 

Maui 


-Metro  County 


QUARTER-HOUR  HOMES  REACHED*   (NIELSEN) 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin 


i'Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962) . 

TV  NIGHT  SPOT  COSTjiiiiimiiiiiiiiiiiiiiiiiiimiiiiiM 


$  60 


TV  DAY  SPOT  COST+iiiiiii'iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiim 


tNighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  neck. 
[March  1962],  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


iill!li!llllillililllii!llllll!ll!IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIllllllli!lira 


TV  STATIONS 


KGMB-TV  (CBS)  Ch.  9 

Joseph  Herold,  gen.  mgr. 
Rep:  PGW 


KHVH-TV  (ABC)  Ch.  4 

John  A.  Serrao,  gen.  mgr. 

Stan  Anderson,  sis.  mgr. 

Rep:  Young 


KONA  (NBC)  Ch.  2 

John  D.  Keating,  gen.  mgr. 

Jim  Spencer,  sis.  mgr. 

Rep:  Hollingbery 


52      SECTION   ONE 


1962-63  TV  MARKETS  Of  the   U.  S.     (With  three  or  more  stations) 


HOUSTON-GALVESTON,  TEX. 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 

Network 


National-regional  spot 
Local 


(I960:  $1,765,236) 
($5,287,955) 


($2,306,128) 


$8,292,881 

$1,857,522 
$5,837,228 
$1,774,682 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


581,500 


*The  following  survey  area  designed  by  ARE  includes  98%   of  the  net  weekly  circulation  of 

an\   station  in  the  market.   [March   1962]    Stations  outside  the  "home''  area  may  also  reach 
part  of  the  market.     I  For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


TEXAS 

Colorado 

Lee 

Trinity 

Aransas 

Fort  Bend 

Liberty 

Tyler 

Austin 

Galveston 

Madison 

Victoria 

Brazaria 

Grimes 

Matagorda 

Walker 

Brazos 

Hardin 

Montgomery 

Waller 

Burleson 

Harris- 

Polk 

Washington 

Calhoun 

Jackson 

San  Jacinto 

Wharton 

Chambers 

Jefferson 

=Metro  County 

QUARTER-HOUR  HOMES  REACHED:   (NIELSEN) 


290,000 


f  Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961 -Spring  1962). 


TV  NIGHT  SPOT  COST! 
TV  DAY  SPOT  COST} 


mil!1!:! 


luiniiiiiiiiii  i  in  inn  j  min  in mi  1111111111 iniium iiiiiiiiiiiiiiiniiiiiiiiiiuiiiiiiiiiiiiii 


$300 
$  88 

\  -Jittime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  \ot  intended  to 
replace  individual  station  rate  cards.    I  For  analysis  of  method,  refer  title-page  this  Section/. 


TV  STATIONS 


KHOU-TV  (CBS)  Ch.  11 

James  C.  Richdale  Jr.,  gen.  mgr. 

Robert  O.  Paxson,  sis.  mgr. 

Rep:  H-R 


KPRC-TV  (NBC)  Ch.  2 

Jack  Harris,  gen.  mgr. 

Jack  McGrew,  comm.  mgr. 

Rep-.  Petry 


KTRK-TV  (ABC)  Ch.  13 

Willard  E.  Walbridge,  gen.  mgr. 

William  F.  Bennett,  comm.  mgr. 

Rep:  Hollingbery 


m  \i;m.  r  ci  i r » k     53 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


mmmmmmmmmmmmmmmmmmmm 


INDIANAPOLIS-BLOOMINGTON,  IND. 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


$9,894,734 


Network 

(I960:  $1,860,406) 

$2,063,699 

National-regional  spot 

($5,406,294) 

$6,100,304 

Local 

($2,504,012) 

$2,342,838 

TV  HOMES  IN  MARKET'S  SURVEY  AR E A''c. ...ii: hih-. :. ;. -. ■::::  .;ii.: :■ :i'hII!:  in'i:!!!!,-. ::ii:;. :[in.; ..i:/:;: 750,700 

*Tlie  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section) . 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ILLINOIS 

Clay 

Hendricks 

Miami 

Shelby 

Clark 

Clinton 

Henry 

Monroe 

Sullivan 

Crawford 

Daviess 

Howard 

Montgomery 

Tippecanoe 

Edgar 

Decatur 

Jackson 

Morgan 

Tipton 

Vermilion 

Delawafre 

Jay 

Orange 

Union 

INDIANA 

Dubois 

Jefferson 

Owen 

Vermillion 

Bartholomew 

Fayette 

Jennings 

Parke 

Vigo 

Benton 

Fountain 

Johnson 

Putnam 

Wabash 

Blackford 

Franklin 

Lawrence 

Randolph 

Warren 

Boone 

Grant 

Madison 

Ripley 

Washington 

Brown 

Greene 

Marion* 

Rush 

Wayne 

Carroll 

Hamilton 

Martin 

Scott 

White 

Cass 

Hancock 

-Metro  County 

QUARTER-HOUR  HOMES  REACHEDf  (NIELSEN) 


247,500 


t Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961  -Spring  1962). 


TV  NIGHT  SPOT  COSTtiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiim 


$375 


TV  DAY  SPOT  COSTtiiiniiiiiiiiiiiiiiiiiiiiiiiiiii  95 

XNighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


TV  STATIONS 


llllllllllllllllllllllllllllllillllllllllllillllllllllllllllllllllllllllffl 


WFBM  TV  (NBC)  Ch.  6 

Eldon  Campbell,  gen.  mgr. 

Hugh  Kibbey,  sis.  mgr. 

Rep:  Katz 


WISH-TV  (CBS)  Ch.  8 

Robert  B.  McConnell,  gen.  mgr. 

Joseph  E.  Lake,  nat.  sis.  mgr. 

Rep:  H-R 


WLW-I  (ABC)  Ch.  13 

John  Babcock,  gen.  mgr. 

Bob  Lamb,  sis.  mgr. 

Rep:  Crosley 


WTTV  Ch.  4 

Robert  G    Holben,   gen.  mgr. 

Charles  W.   (Bill)  Thomas,   sis.   mgr. 

Rep:  Young 


:::::;:::;:::::::::;:::w::^:: 


54      SECTION    ONE 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


JOHNSTOWN-ALTOONA,  PA. 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


■inn  S3, 567,0 2 5 


Network 

(I960:   $927,716) 

$1,052,022 

National-regional  spot 

($2,193,441) 

$2,318,984 

Local 

($700,278) 

$526,385 

TV  HOMES  IN  MARKET'S  SURVEY  AREA:1: 

NOTE:  This  is  an  intermixed  uhf  and  vhf  market 


1,373,400 


*Thc  following  survey  area  designed  by  ARB  includes  98\  <  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    {For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


MARYLAND 

Butler 

Fulton 

Montour 

WEST  VIRGINIA 

Allegany 

Cambria^ 

Greene 

Northumberland 

Westmoreland 

Garrett 

Cameron 

Huntingdon 

Perry 

Berkeley 

OHIO 

Centre 

Indiana 

Potter 

Grant 

Columbiana 

Clarion 

Jefferson 

Snyder 

Hampshire 

PENNSYLVANIA 

Clearfield 

Juniata 

Somerset 

Mineral 

Allegheny 

Clinton 

Lawrence 

Tioga 

Monongalia 

Armstrong 

Elk 

Lycoming 

Union 

Morgan 

Beaver 

Fayette 

McKean 

Venango 

Preston 

Bedford 

Forest 

Mercer 

Washington 

Tucker 

Blair# 

Franklin 

Mifflin 

Metro  County 

QUARTER-HOUR  HOMES  REACHED!  (NIELSEN)iiimiiiiiiiii  162,300 

jNielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  I  Fall  1961-Spring  1962) . 


TV  NIGHT  SPOT  COST*— 


TV  DAY  SPOT  COST! 


$275 
$  98 


XNighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replare  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


TV  STATIONS 


WFBG-TV  (CBS/ABC)  Ch.  10 

John  Stilli,  gen.  mgr. 

John  Brubaker,  sis.  mgr. 

Rep.  Blair-TV 


WJAC-TV  (NBC/ABC)  Ch.  6 

Alvin  D.  Schrott,  mgr. 

John  H.  Hepburn,  sis.  mgr. 

Rep:  HRP 


WARD-TV  (CBS/ABC)  Ch.  56 

William  D.  Confer,  mgr./comm.  mgr. 

Rep:  Weed 


MARKKT    1. 1  IDE       00 


1962-63  TV  MARKETS  of  the  U.  S.  <witn  th 


ree  or  more  stations) 


'■"^mmmmmmmmmmmmmmmmm 


KANSAS  CITY,  MO. 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


$8,976,145 


Network 

(I960:  $2,062,289) 

$2,161,783 

National-regional  spot 

($5,606,106) 

$5,846,259 

Local 

($1,940,257) 

$2,082,627 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* .:i;.- ..:!:■.. m. ,;,,,,. ,,: n, . ..NNi, : miiii;,.!!!!,,.,:.!:;  _,;,.i 612,900 

*The  follotving  survey  area  designed  by  ARB  includes  98c/(  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    {For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


KANSAS 

Linn 

Barton 

Gentry 

Nodaway 

Anderson 

Lyon 

Bates 

Grundy 

Pettis 

Atchison 

Marshall 

Benton 

Harrison 

Platte 

Bourbon 

Miami 

Buchanan 

Henry 

Ray 

Brown 

Nemaha 

Caldwell 

Holt 

St.   Clair 

Coffey 

Osage 

Carroll 

Howard 

Saline 

Doniphan 

Pottawatomie 

Cass 

Jackson* 

Sullivan 

Douglas 

Shawnee 

Chariton 

Johnson 

Vernon 

Franklin 

K'abaunsee 

Clay* 

Lafayette 

Worth 

Jackson 

Wyandotte* 

Clinton 

Linn 

NEBRASKA 

Jefferson 

MISSOURI 

Daviess 

Livingston 

Pawnee 

Johnson* 

Andrew 

De  Kalb 

Mercer 

Richardson 

Leavenworth 

Atchison 

-Metro  County 

QUARTER-HOUR  HOMES  REACHED!   (NIELSEN) 


niiiiiiiiiiiiiiiiiiiuuiiiiiiimiiii  3 15,000 


f Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961 -Spring  1962). 


TV  NIGHT  SPOT  COST^iiiiiuiiiiitniiTiiiiiiisitiHiiiiiJiiiiiimuiiiiiiiJiHiiiiiuiiiiiiiiniuiiiiiiiiiiiEiuiiiiiimiiiimii] 


TV  DAY  SPOT  COST! 


$375 
$113 


|  Nighttime  is  based  on  20-seconS  one-time  rate;  daytime  on  6  one-minute  spots  per  iceek. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


'::i:!!!i!iiii!;iiiiiiiii::iiiiiiiiiii!iiiiiiiiii:!iiiiiiiiiiiiiiiini!i!ii!ii!iii!i;:ii iiiiiiiiiiiiiii!iip!iiiiii;-:iiiiiiiiiiiiiiiiiiiiiiiiiiiiiii!i 


TV  STATIONS 


KCMO-TV  (CBS)  Ch.  5 

E.  K.  Hartenbower,  gen.  mgr. 

S.  B.  Tremble,  stn.  mgr. 

Rep:  Katz— (West) 


KMBC-TV  (ABC)  Ch.  9 

Albert  P.  Krivin,  gen.  mgr. 

Mori  Greiner,  stn.  mgr. 

Rep:  Metro 


WDAF-TV  (NBC)  Ch.  4 

William  A.  Bates,  gen.  mgr. 

E.   Manne   Russo,  sis.  mgr. 

Rep:  Petry 


56      SECTION    ONE 


Look  at  it  this  way . . . 


Looking   1,042  feet  straight  up   to  the  top  of  the  KCMO  tower 

KCMO's  Tall  Tower  reaches  the  heart 
of  America  as  no  other  signal  can 


The 

TALL  TOWER 

at 

Broadcasting 

House 


If  you  want  to  give  sales  a  boost  in  the  prosperous 
Heart  of  America  market,  you  need  KCMO-Radio  and 
KCMO-TV.  No  other  station  equals  KCMO-Radio's 
coverage  of  this  200-mile-wide,  4-state  market  of 
2,320,499  people.  With  50,000  watts  at  810  Kc, 
KCMO-Radio  is  Kansas  City's  most  powerful  radio 
station. 

KCMO-TV,  Channel  5,  beams  100,000  watts  full  power 
from  its  Tall  Tower  (above)  to  cover  this  entire  area 
like  no  other  Kansas  City  station. 


Kansas  City,  MO-TV- Radio- FM 


E.  K.  HARTENBOWER,  V.P.  and  Gen. 
ittitfLi  SID  TREMBLE,  Mgr.  of  TV 


Market  facts?  Consider  these. 
Kansas  City  is  . . . 
16th  in  Population 
15th  in  Manufacturing  Employment 
14th  in  Number  of  Airline  Operations 
in  Retail  Sales 
in  Bank  Deposits 
13th  in  Wholesale  Sales 
11th  in  Bank  Clearings 
6th  in  Apparel  Industry 
3rd  in  Number  of  Railroads 

as  a  Cattle  and  Calf  Market 
2nd  in  Automobile  Assembly 

in  Feed  Manufacturing 
1st  in  Rail  Receipts  of  All  Livestock 
in  Vending  Machine  Production 
Want  more  facts?  Your  Katz  man 
has  them. 


THE   KATZ  AGENCY.  i« 


^^ 


Mgr.,  R.  W.  EVANS,  Mgr.  of  Radio, 
A  Meredith   Station 

MARKET   CUIDl        57 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


KNOXVILLE,  TENN. 


TV  ADVERTISING  IN  MARKET  (FCC — 1961  ^'HiiJiiiiJEriijjHjJiiiiiiniJiiMiFJiiiiiiiJiiiitJiiietiNiiiEtJiiiHuiiiiitMiiiEriiiiiErimniiiHi      $2,573,932 

Network  (I960:  $712,541)  $811,773 


National-regional  spot 


($1,189,632) 


$1,211,594 


Local 


($792,704) 


$892,454 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


NOTE:  This  is  an  intermixed  uhf  and  vhf  market 


minium; 


369,700 


*The  folloiving  survey  area  designed  by  ARB  includes  98'  <  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    [For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


GEORGIA 

Madison 

Jackson 

Cumberland 

Pickett 

Fannin 

Owsley 

Macon 

Fentress 

Polk 

Gilmer 

Perry 

Madison 

Grainger 

Rhea 

KENTUCKY 

Pulaski 

Polk 

Greene 

Roane 

Bell 

Rockcastle 

Swain 

Hamblen 

Scott 

Clay 

Wayne 

TENNESSEE 

Hancock 

Sequatchie 

Estill 

Whitley 

Anderson* 

Hawkins 

Sevier 

Harlan 

NORTH  CAROLINA 

Bledsoe 

Jefferson 

Unicoi 

Jackson 

Buncombe 

Blount* 

Knox* 

Union 

Knox 

Cherokee 

Bradley 

Loudon 

Washington 

Laurel 

Clay 

Campbell 

McMinn 

VIRGINIA 

Lee 

Graham 

Carter 

Meigs 

Lee 

Leslie 

Haywood 

Claiborne 

Monroe 

Scott 

McCreary 

Henderson 

Cocke 

Morgan 

*Metro  County 

QUARTER-HOUR  HOMES  REACHED!  (WIELSEN)niiiMii]HuiiiiiiHiiiui!iiiiiiiHiiiiiiiiiiiiiiiiiiiiiH!iiii!iiiuiiiiiiiiiiiiHiiiiuijiiiiiiiiiiiiiiiiiiiiraiiira1 1 1 ,200 

''(Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962). 

TV  NIGHT  SPOT  COSTiiiiiiiiiiiiiiM^^  $140 


TV  DAY  SPOT  COST: 


$  48 


|  Sighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
\ March  1962}.  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


WATE-TV  (NBC)  Ch.  6 

W.  H.  Linebaugh,  gen.  mgr. 

J.  T.  McCloud,  sis.  dir. 

Rep:  HRP 


TV  STATIONS 


WBIR-TV  (CBS)  Ch.  10 

John  P.  Hart,  gen.  mgr. 

Kennedy   Maxwell,   nat.  sis. 

Rep:  Avery-Knodel 


IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIIIIIIlllllllllllllllllll 

WTVK  (ABC)  Ch.  26 

John  A.  Engelbrecht,  gen.  mgr. 

Bill  Eckstein,  comm.  mgr. 

Rep:  Pearson 


58      SECTION    ONE 


1962-63  TV  MARKETS  Of  the  U.  S.     (With  three  or  more  stations) 

mmmmm    *  "\~        i    i   mm  i     ■    mrmmmi  m  ^^v  .^^*.  mmm 


LAS  VEGAS-HENDERSON,  NEV. 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 

Network  (I960:  $112,706) 


$1,248,887 

$128,773 


National-regional  spot 


Local 


($199,434) 


($788,047) 


$191,886 


$860,369 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


52,300 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ARIZONA 

CALIFORNIA 

NEVADA 

UTAH 

Mohave 

Riverside  E. 

Clark# 

Kane 

San  Bernardino  E. 

Lincoln 

Washington 

=  Metro  County 

QUARTER-HOUR  HOMES  REACHED'   (NIELSEN) 


iiiiiiiiinnii 


23,300 


f Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  C0STJi» 


$50 


TV  DAY  SPOT  COST}      minium  $25 


J..\  ighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Xot  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


tiiHHiiiiiiiiiiiiiiiiiiiiiir     TV  STATIONS 


KLAS-TV  (CBS)  Ch.  8 

Herman   M.  Greenspun,  pres. 

William  D.  Stiles,  stn.  mgr. 

Rep:  Avery-Knodel 


KLRJ-TV  (NBC)  Ch.  2 

Edward  R.  Tabor,  gen.  &  sis.  mgr. 

Rep:  Venard   Rintoul   &   McConnell 


KSHO-TV  (ABC)  Ch.  13 

Alex  Gold,  gen.  mgr. 

Walter  Shull,  sis.  mgr. 

Rep:  Forjoe 


m  \uki  r  1. 1  ihi      59 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


■^x-vivivSivx:^ 


.     ..;-.: 


LITTLE  ROCK,  ARK. 


TV  ADVERTISING  IN  MARKET  (FCC — 1961) 

Network 


National-regional  spot 


milium 

(I960:  $686,836) 


($1,010,414) 


$2,432,357 

$767,797 


$1,112,701 


Local 


($808,313) 


$709,763 


TV  HOMES  IN  MARKET'S  SURVEY  AREA       iimiiiiiiiiiiiiiiiiiiiiimiiiiiiiiimiiiiiii 

*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  iveekly  circulation  of 
any  station  in  the  market.  {March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    [For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ARKANSAS 

Crawford 

Jackson 

Ouachita 

Sharp 

Arkansas 

Dallas 

Jefferson 

Perry 

Stone 

Ashley 

Desha 

Johnson 

Pike 

Union 

Baxter 

Drew 

Lawrence 

Polk 

Van    Buren 

Boone 

Faulkner 

Lincoln 

Pope 

White 

Bradley 

Franklin 

Logan 

Prairie 

Woodruff 

Calhoun 

Fulton 

Lonoke 

Pulaski- 

Yell 

Chicot 

Garland 

Marion 

Saline 

MISSOURI 

Clark 

Grant 

Monroe 

Scott 

Bolivar 

Cleburne 

Hot  Spring 

Montgomery 

Searcy 

Sunflower 

Cleveland 

Independence 

Nevada 

Sebastian 

Washington 

Conway 

Izard 

Newton 

Metro  County 

QUARTER-HOUR  HOMES  REACHEDt  (NIELSEN)™™ iiiiiiiiiiiniiiiiiiiiiiiiii man i ■ inmiiiutiiiii 136,100 

(Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961  -Spring  1962) . 


TV  NIGHT  SPOT  COSTtiis 


iiiiiiiiiiiiiiiiiiiiiiiiiiHiiiiiiii  $110 


TV  DAY  SPOT  COST|iiiiiiiiiiiiiiiiiiiiiii  $  36 

Mghltime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  neck. 
[ March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


immiiiiiimiiiimitmiiiiiiiiiiiniiiiimiiiiiimmiimiiiiiiiiiiiiiiiiim 


TV  STATIONS 


KARK-TV  (NBC)  Ch.  4 

Douglas  J.  Romine,  exec.  vp. 

Lee  Bryant,  comm.  mgr. 

Rep:  Petry 


KATV  (ABC)  Ch.  7 

Robert  Doubleday,  gen.  mgr. 

Tom  Goodgame,  comm.  mgr. 

Rep:  Avery-Knodel 


KTHV  (CBS)  Ch.  11 

B.  G.  Robertson,  gen.  mgr. 

W.  V.  Hutt,  comm.  mgr. 

Rep:  ATS 


60    -i  •  riois  oni 


1962-63  TV  MARKETS  Of  the   U.  S.     (With  three  or  more  stations) 


LOS  ANGELES,  CAL. 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 

Network 


iiiiiiiiiiiiiiiiiiiiiiiiiiiii; 
(I960:  $5,683,471) 


National-regional  spot 


($28,012,507) 


Local 


($17,501,092) 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


$45,232,265 

$6,277,990 


$28,274,078 
$16,604,985 


urn 


2,931,800 


*The  following  survey  area  designed  by  ARB  includes  93%  of  the  net  weekly  circulation  of 
■any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


CALIFORNIA 

Los  Angeles- 

San  Bernardino  W. 

Santa   Barbara 

Inyo 

Orange- 

San  Diego 

Ventura 

Kern 

Riverside  West 

=Metro  County 

QUARTER-HOUR  HOMES  REACHEDt  (NIELSEN)  1,466,700 

"T  Nielsen   estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  I  Fall  1961-Spring  1962) . 


TV  NIGHT  SPOT  COST* 


$1,200 


TV  DAY  SPOT  COST} 


■fiiniiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiniiiiiiniiiiiniiiiiw 


$   375 


%NighUime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


KABC-TV  (ABC)  Ch.  7 

Elton  H.  Rule.  gen.  mgr. 

Richard  A.  O'Leary,  gen.  sis.  mgr. 

Rep:  ABC  Sales 


i!i;;:i;; 


TV  STATIONS 


i;!'iiiiiiii!!iiiiiiiii;!iiiiiiiiiiiiiiiii!7iiiiiiiiiiiii::i':::iiiiiiii;ii''',::.:'!'iiiiii!:i!i|': 


KC0P  Ch.  13 

John  Hopkins,  gen.  mgr. 

Bill  Andrews,  sis.  mgr. 

Rep:  Petry 


KHJ-TV  Ch.  9 

Mai  Klein,  gen.  mgr. 

Don  Balsamo.  sis.  mgr. 

Rep:  RKO  Sales 


KNXT  (CBS)  Ch.  2 

Robert  D.  Wood,  gen.  mgr. 

Ray  L  Beindorf.  sis.  mgr. 

Rep:  CTS  Sales 


KRCA  (NBC)  Ch.  4 

Thomas  C.  McCray.  gen.  mgr. 

James  Parks,  sis.  dir. 

Rep:  NBC  Sales 


KTLA  Ch.  5 

S.  L.  Adler.  gen.  mgr. 

Jack  Donahue,  sis.  mgr. 

Rep:   PGW 


KTTV  Ch.  11 

Robert  Breckner,  pres. 

Charles  Young,  sis.  mgr. 

Rep:  Not  available 


M  IRKET    i-i  1IM        ('1 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


mmmmmmimm?   m  <mm 


LOUISVILLE,  KY. 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 

Network 


(I960:  Not  available) 


$5,795,810 

$1,400,562 


National-regional  spot 


(I960:  Not  available) 


$3,807,683 


Local 


(I960:  Not  available) 


$1,259,645 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 

NOTE:  This  is  an  intermixed  uhf  and  vhf  market 


492,200 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


INDIANA 

Monroe 

Carroll 

Jackson 

Oldham 

Bartholomew 

Orange 

Casey 

Jefferson* 

Owen 

Brown 

Perry 

Daviess 

Jassamine 

Pulaski 

Clark* 

Ripley 

Estill 

Larue 

Rockcastle 

Crawford 

Scott 

Fayette 

Laurel 

Russell 

Daviess 

Spencer 

Franklin 

Lincoln 

Scott 

Dubois 

Switzerland 

Garrard 

McLean 

Shelby 

Floyd* 

Washington 

Grayson 

Madison 

Spencer 

Harrison 

KENTUCKY 

Green 

Marion 

Taylor 

Jackson 

Adair 

Hancock 

Meade 

Trimble 

Jefferson 

Anderson 

Hardin 

Mercer 

Washington 

Jennings 

Boyle 

Hart 

Nelson 

Wayne 

LaVvrence 

Breckinridge 

Henry 

Ohio 

Woodford 

Martin 

Bulitt 

-Metro  County 

QUARTER-HOUR  HOMES  REACHED)   (NIELSEN) 


186,250 


t Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961 -Spring  1962). 

TV  NIGHT  SPOT  COSTtiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 
TV  DAY  SPOT  COSTtiiiiiiiiii 

XNighttime  is  based  on  20-second  one-time  rate;  daytime  on  (>  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station   rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


Ili:!!lllll!llllllllllllll!!llllllllllllllll!llllllll« 


TV  STATIONS 


WAVE-TV  (NBC)  Ch.  3 

Ralph  Jackson,  mgr. 

Houston  D.  Jones,  comm.  mgr. 

Rep:  Katz  (East) 


WHAS-TV  (CBS)  Ch.  11 

Victor  A.  Sholis,  dir. 

George  Johnson,  sis.  dir. 

Rep:  HRP 


WLKY-TV  (ABC)  Ch.  32 

Richard  F.  Shively,  v. p. 

Boyd  Bennett,  sis.  mgr. 

Rep:  Hollingbery 


62      SECTION    ONI 


1962-63  TV  MARKETS  Of  the  U.  S-     (With  three  or  more  stations) 


MADISON,   WIS. 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


$2,088,215 


Network 

(I960:  $542,521) 

$566,612 

National-regional  spot 

($1,065,561) 

$1,081,913 

Local 

($559,173! 

$564,094 

QUARTER-HOUR  HOMES  REACHED!  (NIELSEN)iiiiiiiiiiiiiiiiiiiiiiiiiiii iiiii«iiiiiiiihp84,000 

NOTE:  This  is  an  intermixed  uhf  and  vhf  market 

*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ILLINOIS 

IOWA 

Grant 

Richland 

Boone 

Dubuque 

Green 

Rock 

Carroll 

WISCONSIN 

Green  Lake 

Sauk 

Jo  Daviess 

Adams 

Iowa 

Vernon 

McHenry 

Columbia 

Jefferson 

Walworth 

Ogle 

Crawford 

Juneau 

Waukesha 

Stephenson 

Dane* 

Lafayette 

Waupaca 

Winnebago 

Dodge 

Marquette 

Waushara 

#Metro  County 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


404,900 


jNielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961 -Spring  1962). 


TV  NIGHT  SPOT  COST! 


■!ll!llllllllllllll|i..:!!llllllll!l!!!:i:|||l ||||||||||||| 


$150 


$  53 


TV  DAY  SPOT  COST} 

XNighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  I" 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


WISC-TV  (CBS)  Ch.  3 

Ralph  O'Connor,  gen.  mgr. 

Richard  S.  Nickeson,  sis.  mgr. 

Rep:  PGW 


TV  STATIONS 


WKOW-TV  (ABC)  Ch.  27 

Ben  F.  Hovel,  gen./nat.  sis.  mgr. 
Rep:  Young 


mmmmmmmmmmmmmmmmmmmmm^ 


WMTV  (NBC)  Ch.  15 

Walter  Rothschild,  gen.  mgr. 

Merrit  Milligan,  stn.  mgr. 

Rep:  ATS 


M  UUCET    (.1  IIM       6  ■ 


1962-63  TV  TIMEBUYERS  MARKET  GUIDE 


Definitions  and  Methods  Used 


(1)  Inclusion  of  markets:— This  book  includes  all  mar- 
kets for  which  the  FCC  made  a  revenue  report  in 
1962;  i.e.,  all  multiple-station  markets.  In  addition, 
certain  other  key  markets  have  been  included  where 
(according  to  the  FCC  and  other  sources)  the  an- 
nounced due-date  for  a  third  station  to  be  on  air 
falls  within  the  use-life  of  this  annual  publication. 
These  markets  are:  Binghamton,  N.  Y.;  Grand  Rapids- 
Kalamazoo,  Mich.;  Providence-New  Bedford,  R.  I.; 
Rochester,  N.  Y.j  Syracuse-Elmira,  N.  Y. 

<2)  Description  of  market.  The  description  of  each 
market,  and  hence  its  place  in  alphabetical  listing, 
is  exactly  that  given  by  the  FCC  in  its  1962  revenue 
report. 

All  compound-  or  group-markets  are  as  specified 
by  the  FCC;  e.g.,  "Albany-Schenectady-Troy,  N.  Y." 
These  markets  include: — Albany-Schenectady-Troy, 
N.  Y.;  Beaumont-Port  Arthur,  Tex.;  Buffalo-Niagara 
Falls,  N.  Y.j  Cedar  Rapids-Waterloo,  Iowa;  Charleston- 
Oak  Hill-Huntington,  W.  Va.-Ashland,  Ky.;  Colorado 
Springs-Pueblo,  Col.;  Dallas-Fort  Worth,  Tex.;  Des 
Moines-Ames,  Iowa;  Flint-Saginaw-Bay  City,  Mich.; 
Fresno-Hanford-Visalia,  Cal.;  Greenville-Spartanburg, 
S.  C.-Asheville,  N.  C;  Harrisburg-Lancaster-York-Leb- 
anon,  Pa.;  Hartford-New  Haven-New  Britain-Water- 
bury,  Connecticut;  Houston-Galveston,  Tex.;  Indian- 
apolis-Bloomington,  Ind.;  Johnstown-Altoona,  Pa.;  Las 
Vegas-Henderson,  Nev.;  Minneapolis-St.  Paul,  Minn.; 
Mobile,  Ala.-Pensacola,  Fla.;  Norfolk-Portsmouth- 
Newport  News-Hampton,  Va.;  Oklahoma  City-Enid, 
Okla.;  Orlando-Daytona  Beach,  Fla.;  Paducah,  Ky.- 
Cape  Girardeau,  Mo.-Harrisburg,  III.;  Phoenix-Mesa, 
Ariz.;  Portland-Poland  Spring,  Me.;  Richmond- 
Petersburg,  Va.;  Roanoke-Lynchburg,  Va.;  Rochester- 
Austin,  Minn. -Mason  City,  Iowa;  Sacramento-Stock- 
ton, Cal.;  Salt  Lake  City-Ogden-Provo,  Utah;  San 
Francisco-Oakland,  Cal.;  Shreveport,  La.-Texarkana, 
Tex.;  South  Bend-Elkhart,  Ind.;  Springfield-Decatur- 
Champaign-Urbana-Danville,  III.;  Tampa-St.  Peters- 
burg, Fla.;  Wichita-Hutchinson,  Kans.;  Wilkes  Barre- 
Scranton,  Pa.;  San  Juan-Caguas,  Puerto  Rico. 


(3)  Revenue  figures.  Details  of  tv  advertising  expen- 
ditures are  taken  from  the  1962  FCC  report  (covering 
1961).  Figures  for  network  spending,  national/re- 
gional spot,  and  local  advertising  are  also  quoted  for 
the  previous  year  (1960),  where  the  same  market  was 
quoted  in  both  reports. 

(4)  Tv  homes  in  market's  survey  area.  This  figure, 
and  the  list  of  counties  within  the  survey  area,  are 
reproduced  by  permission  from  the  ARB  Television 
Market  Summary,  March  1962.  (Further  use  or  com- 
munication of  these  figures  is  subject  to  ARB  copy- 
right restrictions.)  Detailed  explanation  of  sampling 
methods,  etc.,  will  be  furnished  on  request  by  ARB. 

(5)  Quarter-hour  homes.  Nielsen  Station  Index,  aver- 
age quarter-hour  network  prime-time  station  total  of 
homes  using  tv,  Fall  1961-Spring  1962.  Reproduced  by 
permission  of  the  A.  C.  Nielsen  Co. 

(6)  Spot  costs.  Abstracted  from  the  Spot  Television 
Advertising  Cost  Summary,  No.  31,  published  by  the 
Katz  Agency.  This  summary  is  designed  for  quick 
estimating  of  spot  tv  costs.  It  is  not  intended  to 
take  the  place  of  individual  station  rate  cards,  which 
should  be  consulted  for  specific  rates.  In  each  cate- 
gory, the  rate  shown  is  that  of  the  station  with  the 
highest  base  rate  in  that  category.  (The  published 
Cost  Summary  contains  detailed  explanation  of  dis- 
counts applied  in  this  calculation,  etc.) 

(7)  Stations  serving  the  market.  Follows  the  total 
number  of  stations  reported  by  the  FCC.  No  satel- 
lites have  been  included,  except  where  a  satellite  is 
reported  as  a  "station"  by  the  FCC.  Station  details 
are  as  reported,  and  checked  by,  the  station  or  its 
representative.  In  general,  TIMEBUYERS'  GUIDE  has 
selected,  for  its  listing  of  station  personnel,  only  the 
general  manager  (or  his  equivalent)  and  the  national 
sales  manager  (or  his  equivalent).  In  the  same  fash- 
ion, only  the  national  representative  has  been  listed. 


64      SECTION   OKE 


1962-63  TV  MARKETS  Of  the   U.  S.     (With  three  or  more  stations) 


■.■■;;■■■:■:  :'     ■ 


MEMPHIS,  TENN. 

TV  ADVERTISING  IN  MARKET  (FCC — 1961) 


i; i. 


Network 

(I960:  $1,687,911) 

National-regional  spot 

($3,138,831) 

Local 

($1,136,359) 

$5,250,945 

$1,705,379 
$3,066,457 
$1,030,811 


TV  HOMES  IN  MARKET'S  SURVEY  AREA*  508,400 

*The  following  surrey  area  designed  by  ARR  includes  98'',  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  oj  method,   refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ARKANSAS 

Poinsett 

De  Soto 

Clay 

Randolph 

Grenada 

Cleburne 

Saint  Francis 

Itawamba 

Craighead 

Sharp 

LaFayette 

Crittenden 

Woodruff 

Lee 

Cross 

KENTUCKY 

LeFlore 

Fulton 

Fulton 

Marshall 

Greene 

MISSISSIPPI 

Monroe 

Independence 

Alcorn 

Montgomery 

Jackson 

Benton 

Panola 

Lawrence 

Bolivar 

Pontotoc 

Lee 

Calhoun 

Prentiss 

Mississippi 

Carroll 

Quitman 

Monroe 

Chickasaw 

Sunflower 

Phillips 

Coahoma 

Tallahatchie 

Metro  County 

Tate 

Crockett 

Tippah 

Dyer 

Tishomingo 

Fayette 

Tunica 

Gibson 

Union 

Hardeman 

Webster 

Hardin 

Yalobusho 

Haywood 

MISSOURI 

Henderson 

Dunklin 

Lake 

Oregon 

Lauderdale 

Pemiscot 

McNairy 

Ripley 

Madison 

Shannon 

Obion 

TENNESSEE 

Shelby- 

Carroll 

Tipton 

Chester 

Weakley 

QUARTER-HOUR  HOMES  REACHEDt  (NIELSEN) 


238,900 


\Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time,  i  Fall  1961-Spring  1962) . 


TV  NIGHT  SPOT  COST! 


"minium:: 


iiiuiiiili 


$225 
$  60 


TV  DAY  SPOT  COSTt 

XNighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  oj  method,  refer  title-page  this  Section). 


WHBQ-TV  (ABC)  Ch.  13 

D.  A.  Noel,  vp. 

Alex  Bonner,  sis.  mgr. 

Rep:  RKO  Sales 


TV  STATIONS 


WMCT  (NBC)  Ch.  5 

H.  W.  Slavick,  gen.  mgr. 

Earl  Moreland,  stn.  mgr. 

Rep:  Blair-TV 


WREC-TV  (CBS)  Ch.  3 

Hoyt  B.  Wooten,  pres. 

Charles  Brakefield,  comm.  mgr. 

Rep:  Katz— (West) 


mmmmmmmmmmmm     - 


m  \rki  i   i.iim     65 


1962-63  TV  MARKETS  Of  the  U.  S.     (With  three  or  more  stations) 


mmmm+mmmmmm 


!:!;«!:>: 


!i«ss:ffi:a( 


MIAMI,  FLA. 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


49,319,282 


Network 

(I960:  $1,468,535) 

$1,633,658 

National-regional  spot 

($4,950,197) 

$5,278,252 

Local 

($3,004,992) 

$2,804,439 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIH 


533,300 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


FLORIDA 

Dade# 

Lee 

Palm  Beach 

Broward 

Hendry 

Martin 

St.  Lucie 

Collier 

Indian  River 

Monroe 

*Metro  County 

QUARTER-HOUR  HOMES  REACHED!  (NIELSEN)nn iiiniiniiiinmiii 


268,100 

t Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961 -Spring  1962). 


TV  NIGHT  SPOT  COST^"""™^ 


TV  DAY  SPOT  COST* 


niiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiini 


$113 


XNighttime  is  based  on  20-sccond  one-time  rale;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


TV  STATIONS 


WCKT  (NBC)  Ch.  7 

Charles  Kelly,  stn.  mgr. 

Robert  Fidlar,  sis.  dir. 

Rep:  HRP 


WLBW-TV  (ABC)  Ch.  10 

Charles  H.  Topmiller,  gen.  mgr. 

Thomas  A.  Welstead,  gen.  sis.  mgr. 

Rep:  H-R 


WTVJ  (CBS)  Ch.  4 

Lee  Ruwitch,  gen.  mgr. 

Bill  Brazzil,  sis.  v.p. 

Rep:  PGW 


i.i.     -i  i  i  m\   oM 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


MILWAUKEE,  WIS. 

TV  ADVERTISING  IN  MARKET  (FCC — 1961 ) 

Network 


(I960:  $2,140,931) 


S9.099.624 

$2,262,314 


National-regional  spot 
Local 


($5,877,647) 


($2,198,681) 


$5,843,524 
$2,266,902 

TV  HOMES  IN  MARKET'S  SURVEY  AREA*  ■niinii»  738.900 

NOTE:  This  is  an  intermixed  uhf  and  vhf  market 

*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    [For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ILLINOIS 

Dane 

Manitowoc 

Sheboygan 

Boone 

Dodge 

Marquette 

Walworth 

McHenry 

Fond  du  Lac 

Milwaukee- 

Washington 

WISCONSIN 

Green  Lake 

Ozaukee 

Waukesha 

Adams 

Jefferson 

Racine 

Waushara 

Calumet 

Juneau 

Rock 

Winnebago 

Columbia 

Kenosha 

Sauk 

Metro  County 

QUARTER-HOUR  HOMES  REACHEDt  (NIELSEN) 


304.500 


\Nielsen   estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time,  i  Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  C0ST+ 
TV  DAY  SPOT  COST!: 


$350 


S  84 

t Nighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
{.March  1<)()2].  Costs  based  on  one  station  (highest-rate)  in  each  market.  \ot  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  me/hod.  refer  title-page  this  Section). 


TV  STATIONS 


"  i;i 


WISNTV  (CBS)  Ch.  12 

William  C.  Goodnow.  gen.  mgr. 

Richard  D.  Foerster,  gen.  sis.  mgr. 

Rep:  Petry 


WITI-TV  (ABC)  Ch.  6 

Roger  LeGrand,  gen.  mgr. 

Bill  Flynn,  gen.  sis.  mgr. 

Rep:  Storer 


WTMJ-TV  (NBC)   Ch.  4 

George  Comte.  gen.  mgr. 

Sprague  Vonier,  sis.  mgr. 

Rep:   HRP 


WXIX  Ch.  18 
Gene  Posner,  gen.  mgr. 
Lawrence  Turet.  stn.  mgr. 

Rep:  Gill-Perna 


m  uiki  r   Gl  IDE      67 


1962-63  TV  MARKETS  Of  the  U.  S.     (With  three  or  more  stations) 


WMi<-:  jMmiZ 


:■£■:■;■;■:■;•:•:•;■:•:•:■:•:■:*: 


MINNEAPOLIS-ST.  PAUL,  MINN. 


TV  ADVERTISING  IN  MARKET  (FCC — 1961) 


$11,490,146 


Network 

(I960:  $2,432,439) 

$2,491,608 

National-regional  spot 

($5,413,561) 

$5,716,108 

Local 

($4,138,632) 

$3,810,146 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


iiiiiiiiiiiiiiiiiiiiiiiiiiii  758,800 


The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    [For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


IOWA 

Dickinson 

MINNESOTA 

Anoka* 

Benton 

Blue  Earth 

Brown 

Carver 

Cass 

Chippewa 

Chisago 

Cottonwood 

Crow  Wing 

=  Metro  County 


Dakota^ 

Dodge 

Faribault 

Goodhue 

Hennepin* 

Hubbard 

Isanti 

Jackson 

Kanabec 

Kandiyohi 

Le  Sueur 

Lyon 
McLeod 


Martin 

Sherburne 

WISCONSIN 

Meeker 

Sibley 

Barron 

Mi  1  le  Lacs 

Stearns 

Buffalo 

Morrison 

Steele 

Burnett 

Nicollet 

Todd 

Chippewa 

Olmstead 

Wabasha 

Dunn 

Pine 

Wadena 

Eau  Claire 

Ramsey* 

Waseca 

Pepin 

Redwood 

Washington^ 

Pierce 

Renville 

Watonwan 

Polk 

Rice 

Winona 

Rusk 

Scott 

Wright 

St.  Croix 

Yellow  Medicine 

Trempealeau 

QUARTER-HOUR  HOMES  REACHED!  (NIELSEN)-™- 


380,800 

f  \  ielsen   estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time,  i  Fall  1961 -Spring  1962). 


TV  NIGHT  SPOT  COST! 


$475 


TV  DAY  SPOT  COST!       i"  ■  ■  ;■  : ,:■■  ■:m:" : ■ •■ ' ■ '■■■ :mim  .;;:"■  i:ii^:;,iiin"[|ii"- '■!:"""!'i;-:'!!!:':;i;i':  ,;m ■ :',iii:" n:;nr ■■■      $105 

t-Nighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 

March   1962],    Costs  based  on  one  station  (highest -rate  I    in   each   market.    Not   intended   to 

replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


KMSP-TV  (ABC)  Ch.  9 

Donald  Swartz,  gen.  mgr. 

Richard  J.  Butterfield,  sis.  mgr. 

Rep:  Young 


TV  STATIONS 


KSTP-TV  (NBC)  Ch.  5 

Stanley  E.  Hubbard,  gen.  mgr. 

Marvin  L.  Rosene,  vp.  sis. 

Rep:  Petry 


WCCOTV  (CBS)  Ch.  4 

F.  Vane  Konynenburg.  exec.  v.p. 

Robert  N.   Ekstrum,   sis.  mgr. 

Rep:  PGW 


WTCN-TV  Ch.  11 

Arthur  M.  Swift,  stn.  mgr. 

Robert  C.  Fransen,  sis.  mgr. 

Rep:  Katz  (West) 


mmmmmmmm  mm^mi:mmmmmmmmsmm&- 


(ill       SKI.TION     tlM: 


The  nation's 

fourteenth  market, 

Minneapolis-St.   Paul, 

is  the  home  of  four  good 

commercialtelevision  stations, 

but  one  is  a  blue  chip  above 

the  rest.  Nielsen  proves  it!  For 

a  comparative  analysis  of  the 

1961  Nielsen  Coverage  Study, 

write  Research  Department, 

WCCO  TELEVISION, 

or    Peters,    Griffin, 

Woodward, Inc. 


°ifF£ 


R£Nc£ 


>£rive 


£N 


GOQd 


and 


g*£at 


IN 


HlNN 


'APOUs  . 


M  VRKET   (.III>E      69 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


r 


mmmmm 


:::gg:;:^ 


MOBILE,  ALA.-PENSACOLA,  FLA. 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


$2,672,315 


Network 

(I960:  $586,712) 

$697,888 

National-regional  spot 

($1,258,125) 

$1,363,304 

Local 

($1,002,573) 

5801,157 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


349,600 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ALABAMA 

Geneva 

Gadsden 

Forrest 

Baldwin* 

Houston 

Gulf 

George 

Butler 

Marengo 

Holmes 

Greene 

Choctaw 

Mobile* 

Jackson 

Harrison 

Clarke 

Monroe 

Liberty 

Jackson 

Coffee 

Washington 

Okaloosa 

Jones 

Conecuh 

Wilcox 

Santa  Rosa 

Lamar 

Covington 

FLORIDA 

Walton 

Perry 

Dallas 

Bay 

Washington 

Stone 

Dale 

Calhoun 

MISSISSIPPI 

Wayne 

Escambia 

Escambia* 

Clarke 

#Metro  County 

QUARTER-HOUR  HOMES  REACHED  t   (NIELSEN) 


127,500 


t Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  COSH 


TV  DAY  SPOT  COST* 


•  S 1 35 


llllllllllllllll!i»»ll«! MIB!II!IIIIIP!'$    4  2 


%Nighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


niiiiiiiniiiiiiiu 


TV  STATIONS 


!!III!!III[IIIIIII!I1IIII!E1IIII!I!IIIIIIIIIIIIIIII1  I  .,:!!IIIIIIII1 


WALA-TV  (NBC)  Ch.  10 

W.  B.  Pape,  gen.  mgr. 

John  Dixon,  sis.  mgr. 

Rep:  Select 


WEAR-TV  (ABC)  Ch.  3 

George  Baren  Bregge,  v.p. 

Milt  de  Reyna,  Jr.,  sis.  mgr. 

Rep:  Blair  Associates 


WKRG-TV  (CBS)  Ch.  5 

C.  P.  Persons,  Jr.,  gen.  sis.  mgr. 
Rep:  H-R 


70      SECTION    ONE 


rin 


...the  only  Mobile  station 
providing  city-grade  coverage 
to  Mobile  and  Pensacola! 


compare  coverage 


From  the  rich  markets  of  the  Mississippi  Gulf  Coast 
to  the  resorts,  industries  and  military  installations 
in  West  Florida  .  .  .  and  to  dozens  of  cities  and 
towns  inland,  WALA-TV  is  the  DOMINANT  me- 
dium, delivering  NBC  color  and  black-and-white 
shows  to  nearly  A  MILLION  CONSUMERS. 


compare  cost 


When  you  compare  rankings  of  metropolitan  mar- 
kets, don't  forget  to  combine  the  Mobile  and  Pen- 
sacola figures  because  you  can  buy  the  only  NBC 
coverage  in  both  cities  for  the  price  of  one,  on 
WALA-TV! 


Add  WALA-TV's  Grade  A  and  Grade  B  coverage  area 
and  you  have  a  market  of  a  Million  People  with 
nearly  SI1  2   Billion  to  spend! 

Grade 


Contact:    Select    Stations,    Inc. 
Clarke    Brown    Co. 

or   John    E.    Dixon,    Nat'l    Sales, 
WALA-TV,    Mobile,   Ala. 


MOBILE, 
ALABAMA 


The 

Tallest 

Tower 


the 


Coast 


Paseagoula 


M  UtKET    (.1   I1M         71 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


-:•:•:•:*:-:-:-:■;■: -;■:•;■:■:' 


NASHVILLE,   TENN. 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 

Network  (1950:  $1,287,797) 


$4,585:998 

$1  373,878 


National-regional  spot 


($1.939  130) 


$1,797,708 


Local 


($1,834,890) 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


$1,896,398 


468,900 


*The  following  survey  area  designed  by  ARB  includes  98' ,  of  the  net  weekly  circulation  oj 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ALABAMA 

Graves 

Webster 

Giles 

Moore 

Colbert 

Grayson 

TENNESSEE 

Grundy 

Overton 

Lauderdale 

Hart 

Bedford 

Hardin 

Perry 

Limestone 

Hopkins 

Benton 

Henderson 

Pickett 

Madison 

Logan 

Cannon 

Henry 

Putnam 

KENTUCKY 

Lyon 

Carroll 

Hickman 

Robertson 

Allen 

Metcalfe 

Cheatham 

Houston 

Rutherford 

Barren 

Monroe 

Chester 

Humphreys 

Smith 

Butler 

Muhlenberg 

Clay 

Jackson 

Stewart 

Caldwell 

Ohio 

Coffee 

Lawrence 

Sumner 

Calloway 

Pulaski 

Cumberland 

Lewis 

Trousdale 

Casey 

Russell 

Davidson- 

Lincoln 

Van  Buren 

Christian 

Simpson 

Decatur 

Macon 

Warren 

Clinton 

Todd 

De  Kalb 

Marshall 

Wayne 

Crittenden 

Trigg 

Dickson 

Maury 

White 

Cumberland 

Warren 

Fentress 

Montgomery 

Williamson 

Edmonson 

Wayne 

Franklin 

Wilson 

Metro  County 

QUARTER-HOUR  HOMES  REACHED  I  (NIELSEN)iuiiiiiiiiiiiiiiiiiiiiim  21 4,000 

f  Nielsen   estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  {Fall  1961-Spring  1962) . 


TV  NIGHT  SPOT  COST! 


TV  DAY  SPOT  COST+'iiiiiiiiiiE'iiiiiiiiiiiiiiiiiiffl 


S200 
$  60 

Nighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  nee!,. 
|  March  l'><>2\.  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  me/hod.  refei  title-page  this  Section). 


III! 

WLAC-TV  (CBS)  Ch.  5 

T.  B.  Baker,  Jr.,  gen.  mgr. 

Harold  Crump,  gen.  sis.  mgr. 

Rep:  Katz-(East) 


Hiunim 


TV  STATIONS 


WSIX-TV  (ABC)  Ch.  8 

E.  S.  Tanner,  gen.  mgr. 

James  S.  McMurry,  sis.  mgr. 

Rep:  PGW 


mil 

WSM-TV  (NBC)  Ch.  4 

Irving  Waugh,  gen.  mgr. 

Hi  Bramham,  comm.  mgr. 

Rep:  Petry 


72     si<  TIOIS   ON] 


You  can  l)u\  i!  for  a  song! 

WLAC-TV  Bella  Nashville 

with  outstanding  lot  aJ 

programming,  in  tune  with  the 

audience  ol  "Music  City, 

U.S. A     Far  and  awaj 

Nashville's  NUMBER  ONE 

station,*  WLAC-TV  delivers 

action-packed  consumer 

response  in  a  market  of  468,900 

ready-to-buy  TV  homes.  To 

put  your  product'a  sales 

at  the  top  of  the  scale, 

put  your  sales  message  on 

the  station  with  top  local 

appeal-WLAC-TV! 


""'"iinm^' 


COUNTRY  JUNCTION,  Top  rated  show,'  with 

top  local  appeal!  Records,  live  music, 

interviews  with  notion's  top  hillbilly  stars! 

Flexible  Daytime  Rates!  Daily-6: 1  5-745  AM. 


OLD  TIME  SINGING  CONVENTION,      Gospel 

Singing,  top-  rated  show,  leoding  all  progroms 

in  its  time  slot!*  Flexible  Daytime  Rates! 

Daily-12  05-1230  P.M. 


HEAVEN'S  JUBILEE,  delivers  up  to  56,300  TV 
homes,*  pays  big  dividends  in  consumer 
acceptance!  Tops  in  Sunday  morning  TV! 

Flexible  Daytime  Rates!  Sunday-8  00-9  30  AM. 


Harold  C.  Crump.  General  Sales  Manager 


T  B  Baker,  Jr.,  Executiv*  <l  Manager 

M  \KM   1     i.l   1 1  >  1         73 


Directory  of  compound  markets 

Listing  of  compound  markets  follows  the  style  adopted  by  the  FCC  in  its  1962  tv  revenue 
report.    These  markets  are  cross-indexed  here,  for  ease  of  reference: — 


ALTOONA 


AMES 


ASHLAND 


GALVESTON 


HAMPTON 


HANFORD 


HARRISBURG 


HENDERSON 
HUNTINGTON 


HUTCHINSON 


KALAMAZOO 
LANCASTER 


LEBANON 
LYNCHBURG 


MASON  CITY 


74     si «  1 1<>\  n\i 


see  Johnstown 


see  Des  Moines 


see  Charleston 


ASHEVILLE 

see  Greenville 

AUSTIN 

see  Rochester  (Minn.) 

BAY  CITY 

see  Flint 

BLOOMINGTON 

see  Indianapolis 

CAGUAS 

see  San  Juan 

CAPE  GIRARDEAU 

see  Paducah 

CHAMPAIGN 

see  Springfield 

DANVILLE 

see  Springfield 

DAYTONA  BEACH 

see  Orlando 

DECATUR 

see  Springfield 

ELKHART 

see  South  Bend 

ELMIRA 

see  Syracuse 

ENID 

see  Oklahoma  City 

FORT  WORTH 

see  Dallas 

see  Houston 


see  Norfolk 


see  Fresno 


see  Paducah 


see  Las  Vegas 


see  Charleston 
see  Wichita 


see  Grand  Rapids 


see  Harrisburg 


see  Harrisburg 
see  Roanoke 


see  Rochester  (Minn.) 


IESA 


NEW  BEDFORD 


NEW  BRITAIN 


NEW  HAVEN 


NEWPORT  NEWS 


NIAGARA  FALLS 


OAK  HILL 


OAKLAND 


OGDEN 


PORT  ARTHUR 


PORTSMOUTH 


PENSACOLA 


PETERSBURG 


POLAND  SPRING 


PROVO 


PUEBLO 


SAGINAW 


ST.  PAUL 


ST.  PETERSBURG 


SCHENECTADY 


SCRANTON 


SPARTANBURG 


STOCKTON 


TEXARKANA 
TROY 


URBANA 


VISALIA 


WATER BURY 


WATERLOO 


YORK 


see  Phoenix 


see  Providence 


see  Hartford 


see  Hartford 


see  Norfolk 


see  Buffalo 


see  Charleston 


see  San  Francisco 


see  Salt  Lake  City 


see  Beaumont 


see  Norfolk 


see  Mobile 


see  Richmond 


see  Portland 


see  Salt  Lake  City 


see  Colorado  Springs 


see  Flint 


see  Minneapolis 
see  Tampa 
see  Albany 


see  Wilkes  Barre 


see  Greenville 


see  Sacramento 


see  Shreveport 


see  Albany 

see  Springfield 

see  Fresno 


see  Hartford 

see  Cedar  Rapids 

see  Harrisburg 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


r 


NEW  ORLEANS,  LA. 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


$6,177,260 


Network 

(I960:  $1,418,165) 

$1,549,411 

National-regional  spot 

($3,471,747) 

$3,564,538 

Local 

($2,229,878) 

$1,852,186 

TV  HOMES  IN  MARKET'S  SURVEY  AREJ^^iiniiiiiifiiiiiiinHitiiiiiiiitimifnitiiiiiiriiiiiKiiiiiiiiiHirniiimiiniiiiiiiriHinDniniiiiiH        uiuiiiiiiiiii 5 14,400 

*The  following  surrey  area  designed  by  ARB  includes  '><>'.  of  the  net  weekly  circulation  of 
nn\  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


LOUISIANA 

Plaquemines 

Terrebonne 

Harrison 

Ascension 

Pointe  Coupee 

Washington 

Jackson 

Assumption 

St.  Bernard- 

W.  Baton  Rouge 

Lamar 

E.  Baton  Rouge 

St.  Charles 

W.  Feliciana 

Marion 

E.  Feliciana 

St.  Helena 

MISSISSIPPI 

Pearl  River 

Iberia 

St.  James 

Amite 

Perry 

Iberville 

St.  John 

Forrest 

Pike 

Jefferson* 

St.  Mary 

Franklin 

Stone 

La  Fourche 

St.  Tammany 

George 

Walthall 

Livingston 

Tangipahoa 

Hancock 

Wilkinson 

Orleans* 

-Metro  County 

QUARTER-HOUR  HOMES  REACHED'   (NIELSEN)  iii!iiiiiiiuiiiiiiiiifniiiiiiiiiiiiiiiiiiioiiiiiiiiiiiiiiiiiiiuiiiiiiiii21 9,500 

f Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  COST: 


$280 


TV  DAY  SPOT  COST; 


$  60 


y..\  ighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


HI" 


WDSU-TV  (NBC)  Ch.  6 

A.  Louis  Read,  gen.  mgr. 

Robert  D.  Schultis,  sis.  mgr. 

Rep:  Blair-TV 


TV  STATIONS 


WVUE  (ABC)  Ch.  13 

Joseph  A.  Paretti,  gen.  mgr. 

Ben  B.  Baylor,  Jr.,  sis.  mgr. 

Rep:  Petry 


WWL-TV  (CBS)  Ch.  4 

J.   Michael   Early,  gen.  mgr. 

Maurice  Guillerman,  sis.  mgr. 

Rep:  Katz— (West) 


m  uiKi.r  i.i  ide     75 


1962-63  TV  MARKETS  of  the  U,  S. 


(With  three  or  more  stations) 


Sssbss*;^^^^ 


NEW  YORK,  N.  Y. 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


$76,911,980 


Network 

(I960:  $10,655,920) 

$11,826,017 

National-regional  spot 

($59,623,711) 

$59,421,359 

Local 

($12,035,797) 

$12  565,521 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


fin 


5,491,700 


The  following  survey  area  designed  by  ARD  includes  9H'  ,  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  max  also  reach 
part  of  the  market.    \For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


CONNECTICUT 

Mercer 

NEW  YORK 

Rockland^ 

Fairfield 

Middlesex* 

Bronx- 

Suffolk 

Litchfield 

Monmouth* 

Dutchess 

Sullivan 

Middlesex 

Morris* 

Kings* 

Ulster 

New  Haven 

Ocean 

Nassau^ 

Westchester* 

NEW  JERSEY 

Passaic* 

New  York= 

PENNSYLVANIA 

Bergen- 

Somerset 

Orange 

Northampton 

Essex* 

Sussex 

Putnam 

Pike 

Hudson* 

Union* 

Queens* 

Wayne 

Hunterdon 

Warren 

Richmond* 

Metro  County 

QUARTER-HOUR  HOMES  REACHEDt  (NIELSEN) 


3,319,000 


"i  Nielsen   estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time,  i  Fall  1961-Spring  1962  I . 


TV  NIGHT  SPOT  COSTj 
TV  DAY  SPOT  COST! 


'Tini.iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii;!!!: 


$2,400 
$   800 


j  \ighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
{March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station   rate  cards.     (For  analysis  of  method,  refer  title-page  this  Section). 


WABC-TV  (ABC)  Ch.  7 

Joseph  Stamler,  gen.  mgr. 

James  E.  Szabo,  gen.  sis.  mgr. 

Rep:  ABC  Sales 


TV  STATIONS  minm 


WCBS-TV  (CBS)  Ch.  2 

Norman  E.  Walt,  Jr.,  gen.  mgr. 

C.  Gerald  Danford,  sis.  mgr. 

Rep:  CTS  Sales 

WOR-TV  Ch.  9 

Robert  Leder,  gen.  mgr. 

Burt  Lambert,  sis.  dlr. 

Rep:  RKO  Sales 

mm? 


WNBC-TV  (NBC)  Ch.  4 

Theodore  H.  Walworth,  Jr.,  gen.  mgr. 

Jay  J.  Heitin,  sis.  mgr. 

Rep:  NBC  Sales 


WNEW-TV  Ch.  5 

John  E.  McArdle,  gen.  mgr. 

Bernard  Zeidman,  comm.  mgr. 

Rep:  Metro 


WPIX  Ch.  11 

Fred  M.  Thrower,  gen.  mgr. 

John  A.  Patterson,  sis.  v.p. 

Rep:  PGW 


76      SECTION    ONE 


WORLD 
OF 
ENTERTAINMENT 


wor-tv,  New  York's  leading  independent  station*-  and  the  only  one  telecasting  in  color— offers  a  world 
of  advertising  opportunities.  Look  at  the  line-up  for  1962-63  : 


MILLION  DOLLAR  MOVIE  — In  Color.  Attracting  New 
York's  largest  movie  audience  eight  straight  years,  offers 
blockbusters  like  A  Star  Is  Born,  Dial  M  For  Murder,  The 
Jolson  Story.  Favorites  from  the  great  MILLION  DOLLAR 
MOVIE  library  are  featured  in  MOVIE  OF  THE  WEEK 
and  ALL  STAR  MOVIE. 

THE  BIG  PREVIEW— In  Color.  New  York's  major  motion 
picture  showcase,  presenting  TV  premieres  of  Friendly 
Persuasion,  View  From  The  Bridge,  Room  At  the  Top  . .  . 

GOLDEN  WORLD  OF  OPERA— In  Color.  International 
stars,  magnificent  productions;  performed  in  the  original 
language  with  English  narration. 

PERSPECTIVE  ON  GREATNESS—  Full  hour  documen- 
tary close-ups  of  greats  like  DeGaulle,  Eisenhower,  Lind- 
bergh, Ghandi . . . 


ZOORAMA — Award  winning  show  takes  childen  (parents 
too)  on  a  daily  trip  to  world-famous  San  Diego  Zoo.  Now 
programmed  in  tandem  with  Claude  Kirchner's  MERRY- 
TOON  CIRCUS,  New  York's  high-rated  favorite. 


MAVERICK  —  Two  different  episodes  each  week  from 
TV's  all-time  great  series.  Plus  SURFSIDE  6,  the  playboy- 
private  eye  show  that  launched  a  thousand  Troy  Donahue 
fan  clubs. 

THE  HY  GARDNER  SHOW— The  famous  columnist  in- 
terviews top  celebrities.  LADIES  OF  THE  PRESS— New 

live  current  events  program  brings  news-makers  face-to- 
face  with  top   woman  journalists.  MEET  THE  AUTHOR 

The  creators  of  today's  best-sellers  exchange  opinions  with 
experts  in  their  fields. 

ON  STAGE — U.  S.  premieres  of  exceptional  full-hour  live 
dramas  of  suspense,  mystery,  romance,  adventure,  comedy. 

KEYHOLE,  KINGDOM  OF  THE  SEA,  HIGH  ROAD  TO 
DANGER,  THE  BEST  OF  THE  POST,  DANGER  IS  MY 
BUSINESS  —  Action-packed  adventure  shows  offering 
prime-time  color  spots. 

WOR-TV  channel  9 

NSI,  August   1962 


\i  \i:m  t  <.i  itm       ,  7 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


's^Mm^MMM^^^mmw^M^MmwM^^^Msm^^mM&^^mmmimMMmMmmimm^^MMmmmm^. 


NORFOLK-PORTSMOUTH-NEWPORT  NEWS-HAMPTON,  VA. 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 

Network 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiii. 
(I960:  $1,277,937) 


National-regional  spot 


($2,156,036) 


Local 


($1,603,752) 


$4,476,330 

$1,343,825 


$1,953,404 


$1,454,486 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


311,100 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


NO.  CAROLINA 

Northampton 

Dinwiddie 

Norfolk- 

Bertie 

Pasquotank 

Gloucester 

Northampton 

Camden 

Perquimans 

Greensville 

Northumberland 

Chowan 

Tyrrell 

Isle  of  Wright 

Prince  George 

Currituck 

Washington 

James  City 

Princess  Anne# 

Dare 

VIRGINIA 

Lancaster 

Southampton 

Gates 

Accomack 

Mathews 

Surry 

Halifax 

Amelia 

Middlesex 

Sussex 

Hertford 

Brunswick 

Nansemond 

Nwprt.  News-Hmptn 

Hyde 

Charles  City 

New  Kent 

York 

-Metro  County 

QUARTER-HOUR  HOMES  REACHED f  (NIELSEN) i mi iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiu n iiiiiiiiiiiiiiiiiiiiiiiil  55,600 

'(Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961 -Spring  1962). 


$200 
$  60 


TV  NIGHT  SPOT  COSTt 

TV  DAY  SPOT  C  0  ST  it  hiiiii  i  ii  iiiiiiiiuiuuiiiiii  11111111 1  iiiihii  11  iiiih  1 1  iiiiii  1 1  iiiim  i  iiiiiiiimiini  hihiiii  immn  iiiiiiinniiiiinniiiiniininnniiif  luinnniiiiniiiiinniiiiniiiiiniiiiiinniiiiini 

XNighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  iveek. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


WAVY-TV  (NBC)  Ch.  10 

J.  Glen  Taylor,  gen.  mgr. 

Edward  J.  Hennessy,  gen.  sis.  mgr. 

Rep:  H-R 


TV  STATIONS 


WTAR-TV  (CBS)  Ch.  3 

Robert  M.  Lambe,  gen.  mgr. 

Karl  R.  Nelson,  nat.  sis.  mgr. 

Rep:  Petry 


WVEC-TV  (ABC)  Ch.  13 

Thomas  P.  Chisman,  gen.  mgr. 

Harrol  A.  Brauer,  Jr.,  sis.  dir. 

Rep:   Katz-(East) 


78      SECTION    ONE 


1962-63  TV  MARKETS  Of  the   U.  S.    (With  three  or  more  stations) 


OKLAHOMA  CITY-ENID,  OKLA. 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 

Network 


National-regional  spot 


Local 


lllilllllllllll 
(I960:  $1,372,358) 


($2,833,120) 


($1,548,003) 


$5,492,693 

$1,512,846 
$2,900,935 
$1,377,733 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


iiiniiii 


425,800 


*The  following  survey   area  designed  by  4KB  includes  98%   of  the  net  weekly  circulation  of 

any  station  in  the  market.   [March  1962]    Stations  outsid,-  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


KANSAS 

Cleveland 

Greer 

McClain 

Pottawatomi 

Cowley 

Comanche 

Harmon 

Major 

Roger  Mills 

Sumner 

Creek 

Harper 

Murray 

Seminole 

OKLAHOMA 

Custer 

Hughes 

Noble 

Stephens 

Alfalfa 

Dewey 

Jackson 

Okfuskee 

Washington 

Beckham 

Ellis 

Kay 

Oklahoma* 

Washita 

Blaine 

Garfield 

Kingfisher 

Osage 

Woods 

Caddo 

Garvin 

Kiowa 

Pawnee 

Woodward 

Canadian 

Grady 

Lincoln 

Payne 

TEXAS 

Carter 

Grant 

Logan 

Pontotoc 

Wheeler 

-Metro  County 

QUARTER-HOUR  HOMES  REACHEDt  (NIELSEN) 


177.100 


jNielsen   estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  COST; 


$240 


TV  DAY  SPOT  COST: 


$  68 


y.Mghttime  is  based  on  20-second  one-time  rale:  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


KOCO-TV  (ABC)  Ch.  5 

Ben  K.  West,  gen.  mgr. 
Rep:  Blair  Associates 


TV  STATIONS 


KWTV  (CBS)  Ch.  9 

Edgar  T.  Bell,  gen.  mgr. 

Jacques  DeLier,  sis.  mgr. 

Rep:  Petry 


WKY-TV  (NBC)  Ch.  4 

Norman  P.  Bagwell,  gen.  mgr. 

Tom  Parrington,  sis.  mgr. 

Rep:  Katz-(West) 


\I  IRKET  GLIDE      79 


1962-63  TV  MARKETS  of  the  U.  S. 


i 


(With  three  or  more  stations) 


mwmmsmm 


OMAHA,  NEB. 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


$4,805,780 


Network 

(I960:  $1,364,627) 

$1,435,912 

National-regional  spot 

($2,360,536) 

$2,419,737 

Local 

($1,012,572) 

$1,031,903 

TV  HOMES  IN  MARKET'S  SURVEY  AREA%w iini-ui 


339,900 


"The  following  survey  area  designed  by  ARB  includes  98' <  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  ]962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


IOWA 

Monona 

Atchison 

Dodge 

Polk 

Adams 

Montgomery 

Nodaway 

Douglas^ 

Saline 

Audubon 

Page 

NEBRASKA 

Gage 

Sarpy* 

Carroll 

Pottawattamie* 

Antelope 

Johnson 

Saunders 

Cass 

Sac 

Boone 

Lancaster 

Seward 

Crawford 

Shelby 

Burt 

Madison 

Stanton 

Fremont 

Taylor 

Butler 

Nemaha 

Thurston 

Harrison 

KANSAS 

Cass 

Otoe 

Washington 

Ida 

Marshall 

Colfax 

Pawnee 

Wayne 

Mills 

MISSOURI 

Cuming 

Platte 

York 

=  Metro  County 

QUARTER-HOUR  HOMES  REACHED  i   (NIELSEN)  169,000 

'\'Nielsen   estimate  of  the  average  quarter-hour  total  of  homes  reached  In    <dl  stations   in  the 
market  in  prime  time.  (Fa1!  1961-Spring  1962). 


TV  NIGHT  SPOT  C0ST+ 


$230 


TV  DAY  SPOT  COSTtiiiiiiiiiiii  $  45 

tNighttime  is  based  on  20-seeohd  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  (lusts  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station    rale  cards.     (For  analysis  of  method,  refer  title-page  this  Section). 


Illlllllllllllllllllllllllllllillllllllllllllllllllllllllllllllllllllllllllllllllllli 

KETV  (ABC)  Ch.  7 

Eugene  S.  Thomas,  gen.  mgr. 

Ken  H.  James,  sis.  mgr. 

Rep:  HRP 


TV  STATIONS 


KMTV  (NBC)  Ch.  3 

Owen  Saddler,  gen.  mgr. 

Arden  E.  Swisher,  sis.  mgr. 

Rep:  Petry 


WOW-TV  (CBS)  Ch.  6 

Frank  P.  Fogarty,  gen.  mgr. 

C.  A.  (Al)  Larson,  stn.  mgr. 

Ken  Quaife,  sis.  mgr. 

Rep:  Blair-TV 


;;n     -i  <  i  ni\  n\i 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


ORLANDO-DAYTONA   BEACH,   FLA. 


TV  ADVERTISING  IN  MARKET  (FCC- 

Network 

-1961)      iiiiiiiiiiBiiiiiiiiiii;:;. 

(I960:  $543,365) 

S2.446.953 

$703,050 

National-regional  spot 

($955,742) 

$974,579 

Local 

($1,040,388) 

$931,944 

TV  HOMES  IN  MARKET*,  iiiiiiiimiiii  iiiiiiiiiiiihii:,:!311i400 

*The  following  survey  area  designed  63     IRB  includes  OH' ',   of  the  net  weekly  circulation  oj 

any  station    in    the  market.    [  March    1062]     Stations  outside  the  "home"   area   mm    also   reach 

part  of  the  market.    'For  analysis  oj  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


FLORIDA 

Flagler 

Marion 

Putnam 

Alachua 

Gilchrist 

Orange= 

St.  Johns 

Brevard 

Hernando 

Osceola 

Seminole^ 

Citrus 

Lafayette 

Pasco 

Sumter 

Clay 

Lake 

Polk 

Volusia* 

Dixie 

Levy 

Metro  County 

QUARTER-HOUR  HOMES  REACHED^ 


iiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiii  134.900 


\Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  1  Fall  1961-Spring  1062). 

TV  NIGHT  SPOT  C 0 ST i riiimmmium.;-  ■iimmiiiiii!^  $110 


TV  DAY  SPOT  COSTt  —i 


$  40 


jA  i^httime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards,    if- or  analysis  of  method,  refer  title-page  this  Section). 


1111 

WDBO-TV  (CBS)  Ch.  6 

Arnold  F.  Schoen,  Jr.,  gen.  mgr. 

Leonard  S.  Davey,  Jr.,  sis.  mgr. 

Rep:  Blair  Associates 


TV  STATIONS 


WESH-TV  (NBC)  Ch.  2 

T.  S.  Gilchrist,  Jr.,  gen.  mgr. 

Harry  Le  Brun,  sis.  mgr. 

Rep:  ATS 


mnmmmmmmmm 

WLOF-TV  (ABC)  Ch.  9 

Joseph  L.  Brechner,  gen.  mgr. 

William  T.  Latham,  sis.  mgr. 

Rep:  Young 


\i  \Kki  i    i.i  1 1 > i:     81 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


PADUCAH,  KY.-CAPE  GIRARDEAU,  MO.-HARRISBURG,  ILL 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


$1,795,525 


Network 

(I960:  $601,064) 

$691,623 

National-regional  spot 

($1,048,500) 

$960,306 

Local 

($327,545) 

$270,818 

TV  HOMES  IN  MARKET'S  SURVEY  A R E A* iiiiiiiiiiii:iiimu^^^^  6,900 

*77;e  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ARKANSAS 

Pope 

Christian 

Cape  Girardeau* 

Washington 

Clay 

Pulaski 

Crittenden 

Carter 

Wayne 

ILLINOIS 

Randolph 

Fulton 

Dunklin 

TENNESSEE 

Alexander 

Saline* 

Graves 

Iron 

Benton 

Bond 

Union 

Henderson 

Jefferson 

Carroll 

Clay 

Wabash 

Hickman 

Madison 

Dickson 

Clinton 

Washington 

Hopkins 

Mississippi 

Dyer 

Edwards 

Wayne 

Livingston 

New  Madrid 

Gibson 

Franklin 

White 

Lyon 

Oregon 

Henderson 

Gallatin 

Williamson 

McCracken* 

Pemiscot 

Henry 

Hamilton 

INDIANA 

McLean 

Perry 

Hickman 

Hardin 

Gibson 

Marshall 

Reynolds 

Houston 

Jackson 

Posey 

Trigg 

Ripley 

Humphreys 

Jefferson 

KENTUCKY 

Union 

Scott 

Lake 

Johnson 

Ballard 

Webster 

Shannon 

Montgomery 

Marion 

Caldwell 

MISSOURI 

Ste.  Genevieve 

Obion 

Massac 

Calloway 

Bollinger 

St.  Francois 

Stewart 

Monroe 

Carlisle 

Butler 

Stoddard 

Weakley 

Perry 

*Metro  County 

QUARTER-HOUR  HOMES  REACHEDf  (NIELSEN)u mi i 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii:.  126,400 


t Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961 -Spring  1962) . 


TV  NIGHT  SPOT  COSTJiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiw^ 


$120 


TV  DAY  SPOT  COST} 


lllllllllllllllllllillllUlillllllllilllllilllllllllllllllllllllllM 


$   50 


\ighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  litis  Section). 


WPSD-TV  (NBC)  Ch.  6 

Sam  Livingston,  gen.  mgr. 

Charles  M.  Neel,  sis.  mgr. 

Rep:  ATS 


TV  STATIONS 


WSIL-TV  (ABC)  Ch.  3 

O.  L.  Turner,  gen.  mgr. 
Rep:  Masla 


KFVS-TV  (CBS)  Ch.  12 

Oscar  C.  Hirsch,  pres. 
Rep:  Meeker 


82      SECTION    ONE 


1962-63  TV  MARKETS  Of  the   U.  S.     (With  three  or  more  stations) 


PEORIA,  ILL. 


TV  ADVERTISING  IN  MARKET  (FCC — 1961) 

Network 


llllllllllllllllll  : 
(I960:  $709,654) 


National-regional  spot 


($1,010,988) 


Local 


($852,223) 


$2,359,955 

$777,061 
$816,799 
$970,036 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


265,800 


*The  following  survey  area  designed  by  AKB  includes  98'  <   of  the  net  weekly  circulation  of 

any  station  in  the  market.   [March  1962]    Stations  outside  the  "home''  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ILLINOIS 

La  Salle 

Mason 

Sangamon 

Bureau 

Livingston 

Menard 

Stark 

De  Witt 

Logan 

Peoria* 

Tazewell- 

Fulton 

McLean 

Putnam 

Woodford 

Knox 

Marshall 

Metro  County 

QUARTER-HOUR  HOMES  REACHED!   (NIELSEN) 


106,500 


\ Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  COST! 


>ii!!l[!ll! 


$100 


TV  DAY  SPOT  COST! 


iiiiiiiiiiiiiiiiiiiiiiiiiiiii 


$  35 


%Nighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


WEEK-TV  (NBC)  Ch.  43 

Fred  C.  Mueller,  gen.  mgr. 

John  Leslie,  sis.  mgr. 

Rep:  Katz  (West) 


TV  STATIONS 


WMBD-TV  (CBS)  Ch.  31 

Harold  Sundberg,  gen.  mgr. 

Bill  Brown,  sis.  mgr. 

Rep:  PGW 


lllllllllllll 


WTVH  (ABC)  Ch.  19 

John  Bone,  gen.  mgr. 

Clyde  Dutton,  sis.  mgr. 

Rep:  Metro 


m\rke;t  glide     83 


1962-63  TV  MARKETS  of  the  U.  S.   (with  th 


ree  or  more  stations) 


mzw:--  '-mmi 


PHILADELPHIA,  PA. 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 

Network 


(I960:  $5,165,241) 


S25.839.186 

$5,554,742 


National-regional  spot 


($18,519,832) 


Local 


($4758,854) 


$19,067,636 


$4902,126 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


2,366,500 


'The  following  survey  area  designed  by  ARB  includes  9#T  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home''  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


DELAWARE 

Cape  May 

Berks 

Luzerne 

Kent 

Cumberland 

Bucks* 

Monroe 

New  Castle 

Gloucester* 

Carbon 

Montgomery^ 

Sussex 

Hunterdon 

Chester* 

Montour 

MARYLAND 

Mercer 

Columbia 

Northampton 

Cecil 

Ocean 

Delaware^ 

Northumberland 

NEW  JERSEY 

Salem 

Lackawanna 

Philadelphia— 

Atlantic 

Somerset 

Lancaster 

Schuykill 

Burlington* 

Warren 

Lebanon 

Sullivan 

Camden* 

PA. 

Lehigh 

York 

"Metro  County 

QUARTER-HOUR  HOMES  REACHFDt  (NIELSEN) 


1,111,400 


jNielsen   estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961  -Spring  1962). 


TV  NIGHT  SPOT  COSTtiiiiiiiiiiiiiiiiiw 


$1,200 


TV  DAY  SPOT  COST ^  "nMv ::n  ';ui;; ;!:':'. ' :niiii' .inn:;; :; ::: :. ; :i!i!'"[ ■ ■ ■ ■'■::i:,;-; \ ■  i:ni'- :i!"" :;:!!;::. ■ :; ;:r  $    338 

\ighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


WCAU-TV  (CBS)  Ch.  10 

John  A.  Schneider,  gen.  mgr. 

Frank  C.  Beazely,  sis.  mgr. 

Rep:  CTS  Sales 


TV  STATIONS 


WFIL-TV  (ABC)  Ch.  6 

George  Koehler,  stn.  mgr. 

John  F.  Cundiff,  sis.  mgr. 

Rep:  Blair-TV 


IK,. 


WRCV-TV  (NBC)  Ch.  3 

Raymond  W.  Welpott,  gen.  mgr. 

John  P.  Wiley,  s!s.  dir. 

Rep:  NBC  Sales 


84      SECTION    ONI 


1962-63  TV  MARKETS  Of  the   U.  S.     (With  three  or  more  stations) 


PHOENIX-MESA,  ARIZONA 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


$4,488,826 


Network 

(I960:  $781,596) 

$857,516 

National-regional  spot 

($1,704,756) 

$1,757,597 

Local 

($2,159,037) 

$2,239,218 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


322,500 


*The  following  survey  area  designed  by  ARB  includes  ')H' ,  of  the  net  weekly  circulation  of 
any  station  in  the  market.  \  March  1962]  Stations  outside  the  "home"  aiea  may  also  reach 
part  of  the  market.     I  For  analysts  of  method,   refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ARIZONA 

Maricopa- 

Pinal 

San  Bernardino  E 

Coconino 

Mohave 

Yavapai 

NEW  MEXICO 

Gila 

Navajo 

Yuma 

Grant 

Graham 

Pima,  E. 

CALIFORNIA 

Greenlee 

Pima,  W. 

Riverside  E. 

Metro  County 

QUARTER-HOUR  HOMES  REACHED!  (NIELSEN) 


141,100 


\ Nielsen   estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in   the 
market  in  prime  lime,  i  Fall  1961-Spring  1962  I . 


TV  NIGHT  SPOT  COST t    : iiLnniifTmiiiijrTnnmiimiiiniiinitiiiiiiiTrfmfiniiiTnintiitiTTiiiiiiiiifHiiTrEirnnniiHiiiEiuuiiiiiiiniEiiiiiiniiiii  ~-     $150 


TV  DAY  SPOT  COST! 


$  35 


XNighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  I  highest-rate )  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    I  For  analysis  of  method,  refer  title-page  this  Section). 


iiiiiiiiiiiiiiiiiiniiuiiiii^  TV  STATIONS  I  I      .iiiiiimiiimniiiiiiiiiiinu 


KOOl-TV  (CBS)  Ch.  10 

Tom  Chauncey,  gen.  mgr. 

Les  Lindvig,  sis.  mgr. 

Rep:  Hollingbery 


KPHO-TV  Ch.  5 

Richard  B.  Rawls.  gen.  mgr. 

Howard  Stalnaker,  stn.  mgr. 

Rep:  Katz  (West) 


KTAR-TV  (NBC)  Ch.  12 

R.  0.  (Dick)  Lewis,  gen.  mgr. 

Ray  C.  Smucker,  comm.  mgr. 

Re.i:  Avery-Knodel 


KTVK  (ABC)  Ch.  3 

Ernest  W.  McFarland,  pres. 

Burton  B.  LaDow,  stn.  mgr. 

Rep:  Blair  Associates 


M  UUCET    (.1  IDE      85 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


PITTSBURGH,  PA. 


TV  ADVERTISING  IN  MARKET  (FCC — 1961) 

Network 


iiiiiilliiilliiiiliiiliiiilliniiiiiiliiiiliiiilii 
(I960:  $3,057,425) 


IIIIIIIBII 


S16.013.596 

$3,332,726 


National-regional  spot 


($10,726,979) 


$11,132,884 


Local 


($3,700,334) 


$3,736,310 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


lllll!l!ll!l!ll!!!ll!li!ll!!ll|]]!llll]|||!ll!!!IIIIIIIIIIIIIIIM 


1,407,900 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


MARYLAND 

Noble 

Forest 

Westmoreland 

Marshall 

Allegany 

PENNSYLVANIA 

Greene 

WEST  VIRGINIA 

Mineral 

Garrett 

Allegheny* 

Indiana 

Barbour 

Monongalia 

OHIO 

Armstrong 

Jefferson 

Brooke 

Ohio 

Belmont 

Beaver 

Lafwrence 

Grant 

Preston 

Columbiana 

Butler 

McKean 

Hampshire 

Randolph 

Guernsey 

Cambria 

Mercer 

Hancock 

Taylor 

Harrison 

Clarion 

Somerset 

Harrison 

Tucker 

Jefferson 

Crawford 

Venango 

Lewis 

Upshur 

Mahoning 

Elk 

Washington 

Marion 

Wetzel 

Monroe 

Fayette 

#Metro  County 

QUARTER-HOUR  HOMES  REACHEDf  (NIELSEN) 


iiiiiiiiiiiiiiiiiiiiiiniiiiiiiij-561(200 


i Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  COST+111111111111111111111111111111111111111111111111111111 


$650 


TV  DAY  SPOT  COST     iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 

%Nighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


illilllll 


KDKA-TV  (CBS)  Ch.  2 

Jerome  H.  Reeves,  gen.  mgr. 

Henry  V.  Greene,  Jr.,  sis.  mgr. 

Rep:  TvAR 


TV  STATIONS 


WIIC  (NBC)  Ch.  11 

Robert  A.  Mortensen,  gen.  mgr. 

Roger  D.  Rice,  sis.  v.p. 

Rep:  Blair-Tv 


WTAE  (ABC)  Ch.  4 

Franklin  C.  Snyder,  gen.  mgr. 

Alan  Trench,  gen.  sis.  mgr. 

Rep:  Katz— (East) 





86      SECTION    ONE 


People  who  know  the  Pittsburgh  market  best  TAKE  TAE 

"TAE's  outstanding  program  service  has  given  our  7  p.m.  news  show  the  most  complete  local  coverage 
in  town.  It's  done  a  fine  job  not  only  of  building  our  community  relations  ...  but  selling  bank  services I" 

I  John  Eckels 
'     Director  of  Advertising 
and  Public  Relations 
Mellon  Bank,  Pittsburgh 


# 


=^< 


TAKE  TAE  AND  SEE 


CHANNEL  4 


Basic  ABC  in  Pittsburgh 

THE  KATZ  AGENCY,  inc. 

National  Representatives 


1962-63  TV  MARKETS  Of  the   U.  S,     (With  three  or  more  stations) 


mmmm 


:;:x:::;;:::::x::::::::::::::::::::::: 


immm  'Mmmmmmmsmt 


PORTLAND,  ORE. 


TV  ADVERTISING  IN  MARKET  (ECC— 1961) 

Network 


illinium 

(I960:  $1,560,360) 


National-regional  spot 


($4,554,490) 


$6,487,605 

$1,731,047 


$4,007,838 


Local 


($1,556,302) 


$1,671,237 


TV  HOMES  IN  MARKET'S  SURVEY  AREA: 


479,600 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    [For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


OREGON 

Douglas 

Marion 

Wheeler 

Benton 

Gilliam 

Morrow 

Yamhill 

Clackamas* 

Hood  River 

Multnomah- 

WASHINGTON 

Clatsop 

Jefferson 

Polk 

Clark^ 

Columbia 

Lane,  Inner 

Sherman 

Cowlitz 

Coos 

Lane,  Outer 

Tillamook 

Klickitat 

Crook 

Lincoln 

Wasco 

Skamania 

Deschutes 

Linn 

Washington^ 

Wahkiakum 

=Metro  County 

QUARTER-HOUR  HOMES  REACHEDf  (NIELSEN) 


224,600 


'(Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  C0SU 


$130 


TV  DAY  SPOT  COST|iiiiiuiiiiiuiiiiiiiiiiiiii 


$  40 

INighttime  is  based  on  20-second  one-time  rate:  daytime  on  (>  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  \ot  intended  to 
replace  individual  station  rate  cards.     I  For  analysis  of  method,  refer  title-page  this  Section). 


KATU  Ch.  2 

William  J.  Hubbach,  gen.  mgr. 

Sidney  E.  Smith,  sis.  mgr. 

Rep:  Katz  (West) 


TV  STATIONS 


KGW-TV  (NBC)  Ch.  8 

Walter  E.  Wagstaff,  stn.  mgr. 

John  Pindell,  gen.  sis.  mgr. 

Rep:  Blair-TV 


KOINTV  (CBS)  Ch.  6 

C.  Howard  Lane,  mng.  dir. 

John  L.  Palmer,  nat.  sis.  mgr. 

Rep:  HRP 


KPTV  (ABC)  Ch.  12 

John  S.  Hansen,  gen.  mgr. 

Donald  E.  Tykeson.  gen.  sis.  mgr. 

Rep:  Petry 


::::    -i .  i  iom  <>m 


1962-63  TV  MARKETS  Of  the  U.  S.     (With  three  or  more  stations) 


PORTLAND-POLAND  SPRINGS,  ME. 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


$2,833,174 


Network 

(I960:  $819,730) 

$915,526 

National-regional  spot 

($1,658,969) 

$1,593,537 

Local 

($585,972) 

$600,412 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


417,500 


*The  following  survey  area  designed  I  \  IRB  includes  98\  •  of  the  net  iveekl)  circulation  oj 
any  station  in  the  market.  |  March  1962]  Stations  outside  the  "home'  area  ma\  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


MAINE 

Waldo 

Strafford 

Franklin 

Androscoggin 

York 

Sullivan 

Grand  Isle 

Cumberland^ 

NEW   HAMPSHIRE 

NEW  YORK 

Lamoille 

Franklin 

Belknap 

Clinton 

Orange 

Kennebec 

Carroll 

Essex 

Orleans 

Knox 

Cheshire 

VERMONT 

Rutland 

Lincoln 

Coos 

Addison 

Washington 

Oxford 

Grafton 

Caledonia 

Windham 

Sagadahoc 

Merrimack 

Chittenden 

Windsor 

Somerset 

Rockingham 

Essex 

-Metro  County 

QUARTER-HOUR  HOMES  REACHED!  (NIELSEN)  127,600 

t Nielsen  estimate  oj  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962). 

TV  NIGHT  SPOT  COST^t  i  jiiiiiiiiiiiiiwiimiiim^ 


$250 
TV  DAY  SPOT  C0ST+  $  70 

[.Nighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
{March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  me'hod.  refer  title-page  this  Section). 


WCSH-TV  (NBC)  Ch.  6 

Jack  S.  Atwood.  gen.  mgr. 

Bruce  McGorrill,  sis.  mgr. 

Rep:  Katz  (East) 


TV  STATIONS 


WGAN-TV  (CBS)  Ch.  13 

Eugene  W.  Wilkin,  gen.  mgr. 

George  D.  Lilly,  sis.  mgr. 

Rep:  Blair  Associates 


WMTW-TV  (ABC)  Ch.  8 

John  W.  Guider,  gen.  mgr. 

Robert  L.  Maynard,  sis.  mgr. 

Rep:  HRP 


\UKM  I    i.l  IDE      89 


1962-63  TV  MARKETS  Of  the  U.  S.     (With  third  station  pending) 


■-SSKMSjWSSSx": 


PROVIDENCE-NEW  BEDFORD,  R.I. 


TV  ADVERTISING  IN  MARKET  (FCC — "1 961  )imi!miiimiiiiiiraiiiiiiiiiiiiiniiiiiiiiiiii  iiiiiiiiiiiiiiiiiiiiiiiNot  available 

Network  Not  available 


National-regional  spot 


Not  available 


Local 


Not  available 


TV  HOMES  IN  MARKET'S  SURVEY  AREA*jiiiiiiiiiiiiiiiihiiiiiiiiiiii  iiimiiiinuiiiitnniHMninriii  1 ,603^600 

''The  following  survey  area  designed  by  ARB  includes  98' i  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
jxirl  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


CONNECTICUT 

Bristol 

Norfolk 

RHODE   ISLAND 

New  London 

Dukes 

Plymouth 

Bristol 

Windham 

Essex 

Suffolk 

Kent 

MASSACHUSETTS 

Middlesex 

Worcester 

Newport 

Barnstable 

Nantucket 

Providence- 
Washington 

-Metro  County 

QUARTER-HOUR  HOMES  REACHED  I   ( Nl ELSEH )i!iiiiiiuininiiiiniiimi]iiniimiiriniiniiiiiBimiiiminimiiiiiimiiiffli 


195,700 


f  Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  {Fall  1961  •Spring  1962). 

TV  NIGHT  SPOT  COSTtiiiiiiiiiiiii™^  $350 


TV  DAY  SPOT  COST+ii!!iiiiii]iiiiiiii!ii]iiiiii!iiiii!iiiii™ 


$110 


■.Nighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station   rate  cards.     I  For  analysis  of  method,  refer  title-page  this  Section). 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiw  TV  STATIONS 


WJAR-TV  (NBC)  Ch.  10 

Joseph  S.  Sinclair,  gen.  mgr. 

Edward  Boghosian,  sis.  mgr. 

Rep:  Petry 


WPRO-TV  (CBS)  Ch.  12 

Joseph  P.  Dougherty,  gen.  mgr. 

Albert  J.  Gillen,  gen.  sis.  mgr. 

Rep:  Blair-TV 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin 

WTEV-TV  (ABC)  Ch.  6 

Charles  J.  l.cu in.  gen.  mgr. 
Rep:  H-R 
(New  station.    On  the  air  target  date 
January.  19631 


NOTE:     The  marketing  data  presented  reflects  the  situation  as  it  currentl)  exists;  no  revisions  have  been  made  to  ac- 
count for  the  new  station  that  will  be  going  on  the  air. 


90      SECTION    OM 


sx-.vv* 


*       as 


»    V 


*f.  flBiBC 


■+"'*£■- 

^T^.** 


>...J  •         *      > 


COVERAGE  * 


Why  Providence    for   your   market  testing? 

Simple.  More  homes,  more  people  ...  a 
crowded,  growing,  changing  market  'neath  the  umbrella  of  Channel  10 
television.  Imaginative  merchandising  and  promotion  simply  add  to  the 
growth  of  your  product  in  "must  buy"  territory. 

ARB  TV  Homes 


WJ3£M~T 

p.    k     ^1    lj*i       IM.BU        •        AJO(J    -REPRESENTED    BY    EDWARD    PETRY    4    CO.    INC 

\  V//           OUTLET    COMPANY    STATIONS    IN    PROVIDENCE  -  WJAR-TV.    FIRST    TELE- 

3              \    /              VISION    STATION    IN    RHODE    ISLAND  -  WJAR    RADIO    IN    ITS    40th    YEAR 

I 

m  \kki  r  G1  M'f      "1 


1962-63  TV  TIMEBUYERS'  MARKET  GUIDE 


Definitions  and  Methods  Used 


(1)  Inclusion  of  markets: — This  book  includes  all  mar- 
kets for  which  the  FCC  made  a  revenue  report  in 
1962;  i.e.,  all  multiple-station  markets.  In  addition, 
certain  other  key  markets  have  been  included  where 
(according  to  the  FCC  and  other  sources)  the  an- 
nounced due-date  for  a  third  station  to  be  on  air 
falls  within  the  use-life  of  this  annual  publication. 
These  markets  are:  Binghamton,  N.  Y.;  Grand  Rapids- 
Kalamazoo,  Mich.;  Providence-New  Bedford,  R.  I.; 
Rochester,  N.  Y.;  Syracuse-Elmira,  N.  Y. 

(2)  Description  of  market.  The  description  of  each 
market,  and  hence  its  place  in  alphabetical  listing, 
is  exactly  that  given  by  the  FCC  in  its  1962  revenue 
report. 

All  compound-  or  group-markets  are  as  specified 
by  the  FCC;  e.g.,  "Albany-Schenectady-Troy,  N.  Y." 
These  markets  include: — Albany-Schenectady-Troy, 
N.  Y.;  Beaumont-Port  Arthur,  Tex.;  Buffalo-Niagara 
Falls,  N.  Y.;  Cedar  Rapids-Waterloo,  Iowa;  Charleston- 
Oak  Hill-Huntington,  W.  Va.-Ashland,  Ky.;  Colorado 
Springs-Pueblo,  Col.;  Dallas-Fort  Worth,  Tex.;  Des 
Moines-Ames,  Iowa;  Flint-Saginaw-Bay  City,  Mich.; 
Fresno-Hanford-Visalia,  Cal.;  Greenville-Spartanburg, 
S.  C.-Asheville,  N.  C.j  Harrisburg-Lancaster-York-Leb- 
anon,  Pa.;  Hartford-New  Haven-New  Britain-Water- 
bury,  Connecticut;  Houston-Galveston,  Tex.;  Indian- 
apolis-Bloomington,  Ind.;  Johnstown-Altoona,  Pa.;  Las 
Vegas-Henderson,  Nev.;  Minneapolis-St.  Paul,  Minn.; 
Mobile,  Ala.-Pensacola,  Fla.;  Norfolk-Portsmouth- 
Newport  News-Hampton,  Va.;  Oklahoma  City-Enid, 
Okla.;  Orlando-Daytona  Beach,  Fla.;  Paducah,  Ky.- 
Cape  Girardeau,  Mo.-Harrisburg,  III.;  Phoenix-Mesa, 
Ariz.;  Portland -Poland  Spring,  Me.;  Richmond- 
Petersburg,  Va.;  Roanoke-Lynchburg,  Va.;  Rochester- 
Austin,  Minn. -Mason  City,  Iowa;  Sacramento-Stock- 
ton, Cal.;  Salt  Lake  City-Ogden-Provo,  Utah;  San 
Francisco-Oakland,  Cal.;  Shreveport,  La.-Texarkana, 
Tex.;  South  Bend-Elkhart,  Ind.;  Springfield-Decatur- 
Champaign-Urbana-Danville,  III.;  Tampa-St.  Peters- 
burg, Fla.;  Wichita-Hutchinson,  Kans.;  Wilkes  Barre- 
Scranton,  Pa.;  San  Juan-Caguas,  Puerto  Rico. 


(3)  Revenue  figures.  Details  of  tv  advertising  expen- 
ditures are  taken  from  the  1962  FCC  report  (covering 
1961).  Figures  for  network  spending,  national/re- 
gional spot,  and  local  advertising  are  also  quoted  for 
the  previous  year  (1960),  where  the  same  market  was 
quoted  in  both  reports. 

(4)  Tv  homes  in  market's  survey  area.  This  figure, 
and  the  list  of  counties  within  the  survey  area,  are 
reproduced  by  permission  from  the  ARB  Television 
Market  Summary,  March  1962.  (Further  use  or  com- 
munication of  these  figures  is  subject  to  ARB  copy- 
right restrictions.)  Detailed  explanation  of  sampling 
methods,  etc.,  will  be  furnished  on  request  by  ARB. 

(5)  Quarter-hour  homes.  Nielsen  Station  Index,  aver- 
age quarter-hour  network  prime-time  station  total  of 
homes  using  tv,  Fall  1961-Spring  1962.  Reproduced  by 
permission  of  the  A.  C.  Nielsen  Co. 

(6)  Spot  costs.  Abstracted  from  the  Spot  Television 
Advertising  Cost  Summary,  No.  31,  published  by  the 
Katz  Agency.  This  summary  is  designed  for  quick 
estimating  of  spot  tv  costs.  It  is  not  intended  to 
take  the  place  of  individual  station  rate  cards,  which 
should  be  consulted  for  specific  rates.  In  each  cate- 
gory, the  rate  shown  is  that  of  the  station  with  the 
highest  base  rate  in  that  category.  (The  published 
Cost  Summary  contains  detailed  explanation  of  dis- 
counts applied  in  this  calculation,  etc.) 

(7)  Stations  serving  the  market.  Follows  the  total 
number  of  stations  reported  by  the  FCC.  No  satel- 
lites have  been  included,  except  where  a  satellite  is 
reported  as  a  "station"  by  the  FCC.  Station  details 
are  as  reported,  and  checked  by,  the  station  or  its 
representative.  In  general,  TIMEBUYERS'  GUIDE  has 
selected,  for  its  listing  of  station  personnel,  only  the 
general  manager  (or  his  equivalent)  and  the  national 
sales  manager  (or  his  equivalent).  In  the  same  fash- 
ion, only  the  national  representative  has  been  listed. 


92      SECTION    ONE 


1962-63  TV  MARKETS  of  the  U.  S. 


RICHMOND-PETERSBURG,  VA. 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 

Network 

National-regional  spot 
Local 


(I960:  $972,911) 


($1,321,093) 


($820,320) 


S3.282.753 

$1,071,508 

$1,315,037 

$777,499 


TV  HOMES  IN  MARKET'S  SURVEY  AREA- 


347,400 


The  following  survey  area  ilc.siu.ncil  by  IHH  includes  ')!'>',  of  the  net  weekly  circulation  of 
any  station  in  the  market.  |  March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  met/mil.  icier  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


NORTH    CAROLINA 

Caroline 

Greensville 

Gates 

Charles    City 

Halifax 

Halifax 

Charlotte 

Hanover 

Northampton 

Chesterfield— 

Henrico= 

VIRGINIA 

Culpeper 

Isle  of  Wight 

Accomack 

Cumberland 

James  City 

Albemarle 

Dinwiddie 

King  and  Queen 

Amelia 

Essex 

King  George 

Amherst 

Fauquier 

King  William 

App;mattox 

Fluvanna 

Lancaster 

Augusta 

Gloucester 

Louisa 

Brunswick 

Goochland 

Lunenburg 

Buckingham 

Greene 

Madison 

Metro  County 

Mathews 

Mecklenburg 

Middlesex 

Nansemond 

Nelson 

New  Kent 

Northampton 

Northumberland 

Nottoway 

Orange 

Page 

Powhatan 

Prince  Edward 


Prince  George 

Rappahannock 

Richmond 

Rockingham 

Shenandoah 

Southampton 

Spotsylvania 

Stafford 

Surry 

Sussex 

Westmoreland 

York 


QUARTER-HOUR  HOMES  REACHED f  (NIELSEN)  iniiiiiiiiiiiiiiii  121.600 

jNielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by   all  stations  in  the 
nun  La  in  prime  time.  (Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  COSH 


$263 


TV  DAY  SPOT  COSTt 


$  68 


t Nighttime  is  based  on  20-second  one-time  mic:  daytime  on  6  one-minute  spots  pei  week. 
\  March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  \ot  intended  to 
replace  individual  station  rate  cards,    i  For  analysis  of  method,  refer  title-page  this  Section:. 


Illllllll!!  . 

WRVA-TV  (ABC)  Ch.  12 

Barron  Howard,  gen.  mgr. 

James  D.  Clark,  Jr.,  sis.  mgr. 

Rep:  HRP 


TV  STATIONS 


WTVR  (CBS)  Ch.  6 

Wilbur  M.  Havens,  gen.  mgr. 

William  Kemple,  sis.  mgr. 

Rep:  Blair  Associates 


WXEX-TV  (NBC)  Ch.  8 

Irvin  G.  Abeloff,  mn'g.  dir. 

Lawrence  Slon,  sis.  mgr. 

Rep:  Select 


\l  UtKET   i.l  ll't       9  I 


Why  it  pays 

to  advertise  your  station 

in  a  broadcast  book 


BECAUSE  THE  TIMEBUYER  IS  KING 


JL  here's  nobody  better  quali- 
fied to  advise  you  how  and 
where  to  invest  your  national  ad- 
vertising dollars  than  your  own 
national   representative. 

He'll  tell  you  that  the  time- 
buying  system  really  works. 
Which  means  that  at  any  of  the 
top  50  (or  top  100)  advertising 
agencies  placing  national  spot 
business  the  recognized  time- 
buyer,  backed  up  by  his  super- 
visors, decides  which  stations  get 
the  nod.  Sure,  there  are  excep- 
tions to  the  rule.  Of  course  there- 
are  some  account  executives  and 
ad  managers  that  exert  a  heavy 
influence.  But,  by  and  large,  the 


timebuyer  is  king. 

Reaching  the  timebuyer,  and 
the  other  men  and  women  who 
strongly  influence  a  spot  buy, 
is  a  job  for  a  specialist.  That's 
why  the  several  thousand  time- 
buyers  (by  job  title  and  job 
function)  who  buy  national  spot 
read  the  broadcast  books.  More- 
over, they  rely  on  them.  They 
rely  on  one  or  two  favorites  al- 
most to  the  exclusion  of  all 
others. 

Buy  broadcast  books  to  give 
your  national  campaign  impact 
where  it  will  do  the  most  good 
...  at  least  cost. 


a  service 


of 


SPONSOR 


94      si  CTION    ONI 


1962-63  TV  MARKETS  Of  the  U.  S.     (With  three  or  more  stations) 


ROANOKE-LYNCHBURG,  VA. 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 

Network 


(I960:  $871,137) 


National-regional  spot 
Local 


($1,194,959) 


($813,779) 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


$2,755,246 

$970,855 

$1,152,433 

873,058 


513,800 


*The  following  survey  area  designed  by  ARR  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-jxige  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


NORTH    CAROLINA 

Vance 

Buckingham 

Henry 

Rockbridge 

Alamance 

Warren 

Campbell 

Highland 

Smyth 

Alleghany 

Yadkin 

Carroll 

Madison 

Tazewell 

Ashe 

VIRGINIA 

Charlotte 

Mecklenburg 

Wythe 

Caswell 

Albermarle 

Craig 

Montgomery 

WEST   VIRGINIA 

Forsyth 

Alleghany 

Cumberland 

Nelson 

Greenbrier 

Franklin 

Amherst 

Floyd 

Orange 

McDowell 

Granville 

Appomattox 

Franklin 

Patrick 

Mercer 

Guilford 

Augusta 

Giles 

Pittsylvania 

Monroe 

Person 

Bath 

Grayson 

Prince  Edward 

Pocahontas 

Rockingham 

Bedford 

Greene 

Pulaski 

Summers 

Stokes 

Bland 

Halifax 

Roanoke# 

Wyoming 

Surry 

Botetourt 

"Metro  County 

QUARTER-HOUR  HOMES  REACHED)   (NIELSEN) 


iiiiiiiiiiiiiiiiiiiiiiiiniiiii!;1 


116,000 


fNielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  br  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  COST! 


$177 


TV  DAY  SPOT  COST! 


$  70 


XNighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


WDBJ-TV  (CBS)  Ch.  7 

John  Harkrader,  mgr. 

Blake  Brown,  sis.  mgr. 

Rep:  PGW 


TV  STATIONS 


WLVA-TV  (ABC)  Ch.  13 

Philip  P.  Allen,  gen.  mgr. 

Tom  Turner,  comm.  mgr. 

Rep:  Masla 


llllllllllllllllllllllllllllllllllllllllll:!.. 

WSLS-TV  (NBC)  Ch.  10 

Horace  Fitzpatrick,  mgr. 
A.  S.  Trevilian,  comm.  mgr. 
Rep:  Katz  (East:  Sept.  24) 


■S3 


m  \rke:t  glide    95 


1962-63  TV  MARKETS  of  the  U.  S.  <w ith  third  station  Pendin^ 


SSJKWSKWJfflWSWS! 


ROCHESTER,  N.Y. 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


$4,282,203 


Network 

(I960:  $1,050,627) 

$1,109,257 

National-regional  spot 

($2,591,360) 

$2,653,704 

Local 

($1,002,101) 

$1,067,420 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


lllllillllllllllllllllllllllllllllllllllllllllllli 


399,400 


"The  following  survey  area  designed  by  ARB  includes  98'  i  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


NEW  YORK 

Genesee 

Orleans 

Tompkins 

Allegany 

Livingston 

Schuyler 

Wayne 

Cattaraugus 

Monroe= 

Seneca 

Wyoming 

Cayuga 

Ontario 

Steuben 

Yates 

Chemung 

^Metro  County 

QUARTER-HOUR  HOMES  REACHED!  (NIELSEN) 


134,100 


fNielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  I  Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  COST t  iHiiiiiiiiiiiiii!iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiniiiniiiii 


TV  DAY  SPOT  COST! 


$200 
$  63 


■\  ighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rale )  in  each  market.  \ol  intended  to 
replace  individual  station   rate  cards.    (For  analysis  of  me/hod.  refer  title-page  this  Section). 


TV  STATIONS 


WHEC-TV  (CBS)  Ch.  10 

Lowell  H.  MacMillan,  gen.  mgr. 

John  J.  Cody,  gen.  sis.  mgr. 

Rep:  H-R 


WROC-TV  (NBC)  Ch.  8 

Ervin  F.  Lyke,  gen.  mgr. 

Arthur  Murrellwright,  sis.  mgr. 

Rep:  Petry 


WORK  (ABC)  Ch.  13 

Richard  Landsman,  gen.  mgr, 

Man  H.  Johnstone,  sis.  mgr. 

Rep:  Blai.-T\ 

Virdate:   L5  September,  L962 


NOTE: — The  marketing  data  presented  reflects  the  situation  as  it  currentlj  exists;  no  revisions  have  been  made  to  ac- 
count for  the  new  station  thai  will  be  going  on  the  ait.    FCC  figures  included  WVET  (ex.-Ch.  LO). 


96      SECTION    ONI 


Every  night  Monday  through  Friday  more  than  twice  as  many  people  listen 

to  the  11  P.M.  News  and  Weather  with  Tom  Decker  and  Bob  Mills 

than  listen  to  Station  B.  Just  one  more  measure  of  WROO-TV  superiority. 


WROC-TV                     Station  B-TV 

Monday 

.    76,100                   52,100 

Tuesday   .  .  . 

.    89,700                   51,200 

Wednesday  . 

.    84,100                  37,600 

Thursday    .  . 

.    99,700                   28,900 

Friday 

.    83,200                  40,700 

432,800  people  210,500  people 

June  '62  ARB 

WROC 

ROCHESTER.  NY. 


■  i<4  I., 


TV 


BASIC    NBC 


riSSai. 


M  IRKET   GUIDE      97 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


ROCHESTER-AUSTIN,    MINN.-MASON    CITY,    IOWA. 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


TV  HOMES  IN  MARKET 


$1,619,443 


Network 

(I960:  $393,475) 

$460,580 

National-regional  spot 

($595,017) 

$586,573 

Local 

($673,904) 

$582,153 

314,600 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


IOWA 

Franklin 

Wright 

Jackson 

Watonwan 

Allamakee 

Hancock 

MINNESOTA 

Le  Sueur 

Winona 

Bremer 

Howard 

Blue  Earth 

Martin 

WISCONSIN 

Butler 

Humboldt 

Brown 

Mower* 

Buffalo 

Cerro  Gordo* 

Kossuth 

Cottonwood 

Nicollet 

Crawford 

Chickasaw 

Mitchell 

Dodge 

Olmsted* 

Eau   Claire 

Clayton 

Palo  Alto 

Faribault 

Rice 

La  Crosse 

Dickinson 

Pocahontas 

Fillmore 

Steele 

Pepin 

Emmet 

Winnebago 

Freeborn 

Wabasha 

Trempealeau 

Fayette 

Winneshiek 

Goodhue 

Waseca 

Vernon 

Floyd 

Worth 

Houston 

Metro  County 

QUARTER-HOUR  HOMES  REACHED: 


74,100 


^Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962). 

TV  NIGHT  SPOT  COSTt^™""1"" 


TV  DAY  SPOT  COST! 


m, 


$23 


%Nighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


KROC-TV  (NBC)  Ch.  10 

G.  David  Gentling,  gen.  mgr. 

Willard  Lampman,  sis.  mgr. 

Rep:  Venard  Rintoul  &  McConnell 


TV  STATIONS     imiiiiii i iiinii  iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiii 


KMMT  (ABC)  Ch.  6 

Ross  Martin,  mgr./sls.  mgr. 
Rep:  Avery-Knodel 


■ 


mm 


KGLO-TV  (CBS)  Ch.  3 

Walter   Rothschild,  gen.   mgr. 

Lloyd  Loers,  stn.  mgr. 

Rep:  ATS 


98      SECTION    ONI 


1962-63  TV   MARKETS  Of  the   U.  S.     (With  three  or  more  stations) 


SACRAMENTO-STOCKTON,  CAL. 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


ii 


$5,053,560 


Network 

(I960:  $1,065,249) 

$1,176,076 

National-regional  spot 

($3,545,146) 

$2,739,297 

Local 

($1,456,378) 

$1,971,639 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


1,201,800 


*The  following  .survey  area  designed  by  ARB  includes  98'  <  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    \  For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


CALIFORNIA 

Glenn 

Placer 

Tehama 

Alameda  E. 

Lake 

Plumas 

Tuolumne 

Alameda  W. 

Lassen 

Sacramento^ 

Yolo 

Alpine 

Madera 

San  Joaquin= 

Yuba 

Amador 

Marin 

Santa  Clara  E. 

NEVADA 

Butte 

Mariposa 

Santa  Clara  W. 

Churchill 

Calaveras 

Mendocino 

Sierra 

Douglas 

Colusa 

Merced 

Solano 

Lyon 

Contra  Costa  E. 

Mono 

Sonoma 

Ormsby 

Contra  Costa  W. 

Napa 

Stanislaus 

Storey 

Eldorado 

Nevada 

Sutter 

Washoe 

=  Metro  County 

QUARTER-HOUR  HOMES  REACHED!  (NIELSEN) 


298,300 


t Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  [Fall  1961-Spring  1962). 

TV  NIGHT  SPOT  COSTj 


TV  DAY  SPOT  C0ST+    warn 


$330 
$  75 

ti\ighttirne  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962}.  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


KCRA-TV  (NBC)  Ch.  3 

Robert  E.  Kelly,  pres./stn.  mgr. 

Jon  S.  Kelly,  exec,  v.p./gen.  mgr. 

Rep:  Petry 


TV  STATIONS 

KOVR  (ABC)  Ch.  13 

Glover  Delaney,  gen.  mgr. 

Pat  Cooney,  sis.  mgr. 

Rep:  Metro 


) 


KXTV  (CBS)  Ch.  10 

Robert  S.  Wilson,  gen.  mgr. 
L.  (Danny)  Cochrane,  sis.  mgr. 
Rep:  H-R 

\    ■        ,  .  :r    \.-      '  •'    '<.:.  ..    . 


MARKET    GITDE      99 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


mrnmmrnmm:  wmm 


SALT  LAKE  CITY-OGDEN-PROVO,  UTAH 

TV  ADVERTISING  IN  MARKET  (FCC — 1961):!iiii>iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiii>iiiiiiiiiiiiiiiiiiiinii  iiiiiiiniiiiiii     $3,908,637 


Network 

(I960:  $968,742) 

$1,030,926 

National-regional  spot 

($1,425,756) 

$1,353,458 

Local 

($1,592,506) 

$1,572,395 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


288,400 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ARIZONA 

Franklin 

White   Pine 

Grand 

Tooele 

Apache 

Minidoka 

UTAH 

Iron 

Unitah 

Navajo 

Oneida 

Beaver 

Juab 

Utah* 

COLORADO 

Power 

Box  Elder 

Millard 

Wasatch 

Moffat 

MONTANA 

Cache 

Morgan- 

Wayne 

Rio  Blanco 

Fergus 

Carbon 

Piute 

Weber* 

IDAHO 

Gallatin 

Daggett 

Rich 

WYOMING 

Bannock 

Park 

Davis* 

Salt  Lake* 

Lincoln 

Bear  Lake 

Sweet  Grass 

Duchesne 

San  Juan 

Sweetwater 

Blaine 

NEVADA 

Emery 

Sanpete 

Uinta 

Caribou 

Elko 

Garfield 

Sevier 

Cassia 

Eureka 

Summit 

-Metro  County 

QUARTER-HOUR  HOMES  REACHEDt  (NIELSEN)iiii!iiiiiiiiiiiiiiiiiiiiiihiii m i in i iniiiini mininmim 145,300 

jNielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961 -Spring  1962). 

TV  NIGHT  SPOT  COST} ,i;- m  ' :  ■:  ;' n i in i mum mimi iimiimi $180 


TV  DAY  SPOT  C0ST+ 


lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll! I llill!lllllllllll!IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII!ll$    40 


LMghttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 

TV  STATIONS 


in 

KCPX-TV  (ABC)  Ch.  4 

Douglas  J.  Elleson,  gen.  mgr. 

Harold  Woolley,  sis.  dir. 

Rep:  Katz— (West) 


KSL-TV  (CBS)  Ch.  5 

Lloyd  E.  Cooney,  stn./sls.  mgr. 
Rep:  Blair  Associates 


KUTV  (NBC)  Ch.  2 

Brent  H.  Kirk,  gen.  mgr. 

Robert  Smith,  nat.  sis.  mgr. 

Rep:  Petry 


1<MI       -\.(  HON     (INK 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


SAN  ANTONIO,  TEX. 

TV  ADVERTISING  IN  MARKET  (FCC — 1961)  imhiiiiii 


53,995,090 


Network 

(I960:  $1,087,501) 

$1,153,765 

National-regional  spot 

($2,304,452) 

$2,112,770 

Local 

($1,349,210) 

$1,150,541 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 

NOTE:  This  is  an  intermixed  uhf  and  vhf  market 


Iiii':;iiiiiliiiiiiii!i:!iiiiiiililiiiiiiiliiillliilli(i!i::iiiiiiiiiiiiii!i:!;!!iiiiii331,800 


*The  following  survey  area  designed  by  ARH  includes  6H' ,   of  the  net  weekly  circulation  of 

urn   station  in  the  market.   [March  1962]    Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    I  For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


TEXAS 

De  Witt 

Karnes 

Medina 

Aransas 

Dimmit 

Kendall 

Real 

Atascosa 

Duval 

Kerr 

Schleicher 

Bandera 

Edwards 

Kimble 

Sutton 

Bastrop 

Fayette 

Kinney 

Travis 

Bee 

Frio 

La  Salle 

Uvalde 

Bexar- 

Gillespie 

Lavaca 

Val  Verde 

Blanco 

Goliad 

Live  Oak 

Victoria 

Caldwell 

Gonzales 

McMullen 

Wilson 

Calhoun 

Guadalupe 

Mason 

Zavala 

Comal 

Hays 

Maverick 

Metro  County 

167,500 


QUARTER-HOUR  HOMES  REACHEDt  (NIELSEN) 

t Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time,  i  Fall  1961-Spring  1962). 

$210 
$  50 


TV  NIGHT  SPOT  COST* 
TV  DAY  SPOT  COST} 

l\  ighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
{March  1962}.  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


KENS-TV  (CBS)  Ch.  5 

Wayne  Kearl,  mgr. 

Bill  Lydle,  sis.  mgr. 

Rep:  PGW 


TV  STATIONS 


K0N0-TV  (ABC)  Ch.  12 

James  M.  Brown,  gen.  mgr. 

Bob  Roth,  comm.  mgr. 

Rep:  Katz  (West) 


■:-m-:-< 


KWEX-TV  Ch.  41 

Emilio  Nicolas,  gen.  mgr. 

Gene  de  la  Pena,  sis.  mgr. 

Rep:  Eckles 


:■:'■:■  ::;x:x;  : 


HMMMHM 


W0AI-TV  (NBC)  Ch.  4 

James  M.  Gaines,  gen.  mgr. 

Edward  V.  Cheviot,  stn.  mgr. 

Rep:  Petry 


:•:•:■;•;■:•:•:•:■:■:■;■:■:->:■:■ 


M  IRKET   (.1  IDE      101 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


m 


SAN  FRANCISCO-OAKLAND,  CAL 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


$18,062,683 


Network 

(I960:  $3,499,359) 

$3,760,861 

National-regional  spot 

($9,791,446) 

$10,662,544 

Local 

($5,477,362) 

$5,902,959 

1,405,400 


The  following  survey  area  designed  by  aRB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


CALIFORNIA 

Contra  Costa  W.# 

Napa 

Santa  Cruz 

Alameda  E.# 

Eldorado 

San  Benito 

Solano- 

Alameda  W.# 

Lake 

San  Francisco* 

Sonoma 

Amador 

Marin* 

San  Joaquin 

Stanislaus 

Calaveras 

Mendocino 

San  Mateo* 

Tuolumne 

Colusa 

Merced 

Santa  Clara 

Yolo 

Contra  Costa  E.# 

Monterey 

*Metro  County 

QUARTER-HOUR  HOMES  REACHED?  (NIELSEN)  1111  596,700 

^Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961 -Spring  1962) . 

TV  NIGHT  SPOT  DOSTtiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiim  iiiiiiiiiiiuiiiiiiiiiiiiiiii!iiiiiiiiiiiiii!iiiii!iih;$750 

TV  DAY  SPOT  COST+iiiiiiiiiiiiiiiiiiiiiiitiiiiiiiiiiiiM  $  1 1 6 

t:\ighttimc  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


fiiiiiiiiiiiiiiiiiiiiiiiiiii'iiiuiiiiiiiii1!!!  i  TV  STATIONS  mn 


KGO-TV  (ABC)  Ch.  7 

David  M.  Sacks,  gen.  mgr. 

Russ  C.  Coughlan,  sis.  mgr. 

Rep:  ABC  Sales 


KPIX  (CBS)  Ch.  5 

Louis  S.  Simon,  gen.  mgr. 

William  G.  Hunefeld,  Jr.,  sis.  mgr. 

Rep:  TvAR 


KRON-TV  (NBC)  Ch.  4 

Harold  P.  See.  gen.  mgr. 

William  A.  Morrison,  sis.  mgr. 

Rep:   PGW 


KTVU  Ch.  2 

William  D.  Pabst,  gen.  mgr. 

Ward  Ingrim,  gen.  sis.  mgr. 

Rep:  H-R 


102      SECTION    ONE 


If  you  lived  in  San  Francisco 


• 


. .  .you 'd  be  sold  on  KRON-TV 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


&:& 


SEATTLE-TACOMA,  WASH. 


TV  ADVERTISING  IN  MARKET  (FCC — 1961)iiiiiiiiiiiiiiii 

Network  (I960:  $1,829,809) 


$8,262,816 

$2,002,995 


National-regional  spot 


($5,488,100) 


Local 


($1,800,445) 


$5,360,616 


$1,794,716 


TV  HOMES  IN  MARKET'S  SURVEY  AREA*ii!iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii  588,000 

"The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


OREGON 

Island 

Lewis 

Skagit 

Clatsop 

Jefferson 

Mason 

Snohomish 

Columbia 

King* 

Pacific 

Thurston 

WASHINGTON 

Kitsap 

Pierce- 

Wahkiakum 

Clallam 

Kittitas 

San  Juan 

Whatcom 

Grays  Harbor 

-Metro  County 

QUARTER-HOUR  HOMES  REACHEDt  (NIELSEN)iiiiiiiiiiiiiiiiiiiiiii!iiiiiiiiiiiiiiiiiiiiiiiiiiiB  iiiiiiiiiiii329,800 

^Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962) . 


TV  NIGHT  SPOT  COSTIiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiioiiiiiiiiiiiiiiiiiiiinii 


$375 


TV  DAY  SPOT  COSTtiiiiiiiiiiiii  90 

%Nighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


TV  STATIONS 


KING-TV  (NBC)  Ch.  5 

Otto  P.  Brandt,  gen.  mgr. 

Jim  Neidigh,  sis.  mgr. 

Rep:  Blair-TV 


KIRO-TV  (CBS)  Ch.  7 

Saul  Haas,  gen.  mgr. 

Alan  Stephenson,  nat.  sis.  mgr. 

Rep:  PGW 


KTNT-TV  (CBS)  Ch.  11 

Max  H.  Bice,  mgr. 

R.  Keith  Miller,  gen.  sis.  mgr. 

Herchel  Cary,  nat.  sis.  mgr. 

Rep:  Raymer 


K0M0-TV  (ABC)  Ch.  4 

W.  W.  Warren,  gen.  mgr. 

Mait  Jordan,  sis.  mgr 

Rep:  Katz  (West) 


KTVW  Ch.  13 

J.  Elroy  McCaw,  owner  operator 

Douglas  J.  Taylor,  mng.  dir. 

Rep:  Weed 


: 


: 


104      SKCTION    ONE 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


SHREVEPORT,  LA.-TEXARKANA,  TEX. 

TV  ADVERTISING  IN  MARKET  (FCC — 1961)  $3,198,080 

Network  (I960:  Not  available)  $853,257 

(I960:  Not  available)  $1,779,449 

$921,736 


m 


National-regional  spot 


Local 


(I960:  Not  available) 


TV  HOMES  IN  MARKET'S  SURVEY  ARE A^^iurininiiiLiiiniiiiTim^ujiinEniHiiiiinirriiiiiiiiiriiiiiiuinintiirriijjmjniJLJiiiiniiuiiiitiiiiiiiiiitiJiiiir       349,600 

*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  m<i\  ul^>  reach 
jHtrt  of  the  market.     \For  analysis  of  method,   refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ARKANSAS 

Ouachita 

De  Soto 

TEXAS 

Morris 

Clark 

Pike 

Jackson 

Angelina 

Nacogdoches 

Columbia 

Polk 

Lincoln 

Bowie 

Panola 

Hempstead 

Scott 

Natchitoches 

Camp 

Rains 

Hot   Spring 

Sevier 

Red  River 

Cass 

Red  River 

Howard 

Union 

Sabine 

Cherokee 

Sabine 

Lafayette 

LOUISIANA 

Webster 

Franklin 

San  Augustine 

Little  River 

Bienville 

OKLAHOMA 

Gregg 

Shelby 

Miller 

Bossier^ 

Choctaw 

Harrison 

Smith 

Montgomery 

Caddo* 

McCurtain 

Lamar 

Titus 

Nevada 

Claiborne 

Pushmataha 

Marion 

Upshur 
Wood 

Metro  County 

QUARTER-HOUR  HOMES  REACHEDf  (NIELSEN) 


141,750 


t Nielsen   estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  tin 
market  in  prime  time.  [Fall  1961 -Spring  1962). 


TV  NIGHT  SPOT  COST} 
TV  DAY  SPOT  COST} 


li!lllllllllllll!l!lllllllllllllll!lllllllllllll!lllllli:illllllllllllllllllll!ll!!!!l!!!!l!" 


$170 
$  49 

\.\ ighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  I  highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station   rate  cards.     I  For  analysis  of  method,  refer  title-page  this  Section). 


TV  STATIONS 


KSLA-TV  (CBS)  Ch.  12 

Winston  B.  Linam,  gen.  mgr. 

Deane  R.  Flett,  sis.  mgr. 

Rep:  HRP 


KTAL-TV  (NBC)  Ch.  6 

Walter  M.  Windsor,  gen.  mgr. 

James  S.  Dugan,  sis.  dir. 

Rep:  Blair  Associates 


KTBS-TV  (ABC)  Ch.  3 

E.   Newton  Wray,  gen.  mgr. 

Joe  B.  Foster,  sis.  mgr. 

Rep:  Katz  (West) 


\l  VKKKT    GUIDE        1"" 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


SOUTH  BEND-ELKHART,  IND. 

TV  ADVERTISING  IN  MARKET  (FCC — 1961) 


$1,907,255 


Network 

(I960:  $546,783) 

$614,307 

National-regional  spot 

($677,242) 

$714,197 

Local 

($700,709) 

$613,906 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


247,200 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


INDIANA 

La  Grange 

Porter 

MICHIGAN 

De  Kalb 

La  Porte 

Pulaski 

Berrien 

Elkhart* 

Marshall 

St.  Joseph* 

Cass 

Fulton 

Noble 

Starke 

St.  Joseph 

Kosciusko 

Metro  County 

QUARTER-HOUR  HOMES  REACHED!  (NIELSEN) 


87,500 


fNielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  COST^iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii  $100 


TV  DAY  SPOT  COST! 


!!!!!!l]!!l 


$  30 


XNighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  .\'ot  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


::;i!;ili!iiliiiiiiillilliillilllllllllllllllllllllilllllllllilllliilliillllillii;ii  TV   STATIONS 


KNDU-TV  (NBC)  Ch.  16 

Wm.  Thomas  Hamilton,  gen.  mgr. 

Gus  Vanderheyden,  sis.  mgr. 
Rep:  Venard  Rintoul  &  McConnell 


WSBT-TV  (CBS)  Ch.  22 

Arthur  R.  O'Neil,  gen.  mgr. 

Wilbur  R.  Darch,  comm.  mgr. 

Rep:  Raymer 


WSJV-TV  (ABC)  Ch.  28) 

Paul  C.  Brines,  gen.  mgr. 

Vincent  Doyle,  sis.  mgr. 

Rep:  ATS 


106      SFXTION    ONE 


WSBT-TV  builds 


a  new  South  Bend 
market... 


There  $  new  steel  in  the  South  Bend  sky.  It's 
WSBT-TV's  1 047-ft.  tower  now  creating  a  nev 
market  exclusively  for  WSBT-TV  advertis- 
ers.   With   power  raised  to   480,000 
watts,  WSBT-TV  is  Indiana's  and 
Michigan's  most  powerful  station. 
Our  audience  potential 
swells  to  nearly  1 ,080,000* 
( 1 000  viewers  per  tower- 
foot)  . . .  advertisers  receive 
an  immediate  bonus  of 
nearly  333,500*  potential 
viewers  all  outside  of  th~ 
South  Bend  metro  core!  I 
ten  years  the  best  buy  in 
South  Bend,  WSBT-TV  is 
now  even  better.  Top  CBS 
shows  and  popular  local  pr~ 
gramming  make  WSBT-TV's  ex- 
■■'ive  new  market  a  best  bu- 
ifet.  Yes,  WSBT-TV  ' 


a  big  stick  in  the  sky;  it 
the  new  standard  of  meas- 
ure for  the  South  Bend 
market.  Get  the  details 
before  you  make  your 
next  TV  buy  in  S 
Bend. 


'Based  on  1960 

census  and  FCC 

Predicted  Service 

Contour. 


WSBT-TV 

SOUTH     BEND,    INDIANA 
Channel    22 
Paul  H.  Raymer,  Inc.       •       National  Representative 


^ 


M  \KK1    I     CUIDI  lit. 


1962-63  TV  MARKETS  Of  the  U.  S.     (With  three  or  more  stations) 


k':':':::'::r>y:  ^i*:  ^y:  :::':;:':::':::":>:!:!:::S::x::::::: 


mmm^-^yWmZ 


SPOKANE,   WASH. 


TV  ADVERTISING  IN  MARKET  (FCC — 1961) 

Network 
National-regional  spot 


(I960:   $709,992) 


($2,066,579) 


Local 


($822,437) 


$3,088,720 

$803,487 


$1,942,610 


$791,605 


TV  HOMES  IN  MARKET'S  SURVEY  AREA*i 


281,200 


*The  following  survey  area- designed  by  ARB  includes  98r'f  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    [For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


IDAHO 

Nez  Perce 

Missoula 

Asotin 

Grant 

Adams 

Shoshone 

Sanders 

Benton 

Kittitas 

Benewah 

MONTANA 

Toole 

Chelan 

Lincoln 

Bonner 

Flathead 

OREGON 

Columbia 

Okanogan 

Boundary 

Glacier 

Baker 

Douglas 

Pend   Oreille 

Clearwater 

Hill 

Umatilla 

Ferry 

Spokane* 

Idaho 

Lake 

Union 

Franklin 

Stevens 

Kootenai 

Liberty 

Wallowa 

Garfield 

Walla  Walla 

Latah 

Lincoln 

WASHINGTON 

Whitman 

Lewis 

Mineral 

Adams 

*Metro  County 

QUARTER-HOUR  HOMES  REACHED!  (NIELSEN)iiiiiiiwik 

^Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961 -Spring  1962). 


TV  NIGHT  SPOT  COST* 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 


TV  DAY  SPOT  COST|iiiiiiii>iii!iiiiiiiiiiiiii!iiiiiiiiii>iii!iii!iiii!iiiiiiiiiiiiiiiiiiii  35 

t.Mghttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
[March  1962).  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


KHQ-TV  (NBC)  Ch.  6 

R.  O.  Dunning,  gen.  mgr. 

J.  Birney  Blair,  sis.  mgr. 

Rep:  Katz-(West) 


TV  STATIONS 


iiiiiiimiiii 


KREM-TV  (ABC)  Ch.  2 

Louis  Wasmer,  pres. 

James  B.  Agostino,  comm.  mgr. 

Rep:  Petry 


KXLY-TV  (CBS)  Ch.  4 

Wayne  McNulty,  gen.  mgr. 

Robert  V.  Weitze,  sis.  mgr. 

Rep:  H-R 


108     si  i  i  ki\   d\i 


1962-63  TV  MARKETS  Of  the  U.  S.     (With  three  or  more  stations) 


SPRINGFIELD-DECATUR-CHAMPAIGN-URBANA-DANVILLE,  ILL. 


TV  ADVERTISING  IN  MARKET  (FCC — 1961)      iniHuufimim  $3,565,300 

Network  (I960:  $751,926)  $876,627 

$1,672,606 
$1,340,963 


National-regional  spot 
Local 


($1,639,384) 


($1,261,206) 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


447,300 


*The  following  .survey  area  designed  by  ARB  includes  '''<>'<  <>i  the  net  weekly  circulation  o) 
hid  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    I  For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ILLINOIS 

Fayette 

Mason 

INDIANA 

Cass 

Ford 

Menard 

Benton 

Champaign^ 

Iroquois 

Montgomery 

Clay 

Christian 

Jasper 

Morgan 

Fountain 

Clark 

Kankakee 

Moultrie 

Montgomery 

Coles 

La  Salle 

Piatt 

Parke 

Cumberland 

Livingston 

Sangamon- 

Tippecanoe 

De  Witt 

Logan 

Schuyler 

Vermilion 

Douglas 

McLean 

Shelby 

Vigo 

Edgar 

Macon= 

Vermilion^ 

Warren 

Effingham 

Metro  County 

QUARTER-HOUR  HOMES  REACHEDt  (NIELSEN) 


150,600 


iNieben  estimate  of  th*  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time,  i  Fall  1961 -Spring  1962). 


TV  NIGHT  SPOT  COST* 
TV  DAY  SPOT  COST: 


iiiiiiiiii 


$250 
$  83 


%\  ighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  \ot  intended  l<> 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 

■ifiiiiniiiiiiiiiiiiiioiiiiiui^  TV  STATIONS      iiiMMiiiiiiiiMiMiiiiRimmiiii 


WICS  (NBC)  Ch   20 

Milton  D.  Friedland,  gen.  mgr. 

Bernie  Johnson,  comm.  mgr. 

Rep:  Young 

(Note:  satellite  WCHU,  Champaign,  is 

sold  only  in  combination  with  WICS 

and    WICD.     Station    listings    given 

here  follow  FCC's  description  of  this 

market.) 


WCIA  (CBS)  Ch.  3 

Guy  Main,  exec.  v.p. 

Len  Davis,  nat.  sis.  mgr. 

Rep:   PGW 


WICD  (NBC)  Ch.  24 
Milton  D.  Friedland,  gen.  mgr. 
John  Begue,  stn.  mgr. 
Rep:  Young 
iNote:  Sold  in  combination  with  WICS 
&  WCHU  to  advertisers  having  distri- 
bution in  all  3  areas.) 


WTVP  (ABC)  Ch.  17 

John  H.  Bone,  gen.  mgr. 

Don  V.  Lindsey.  sis.  mgr. 

Rep:  Metro 


M  U<KI  I      .1  IDE      109 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


SEWS*:?:* 


mmtm-  mmmm 


ST.  LOUIS,  MO. 

TV  ADVERTISING  IN  MARKET  (FCC — 1961) 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* iiiiiiiiiiiiiniiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 


$12,244,989 


Network 

(I960:  $2,595,287) 

$2,763,111 

National-regional  spot 

($8,136,610) 

$8,248,007 

Local 

($3,129,008) 

$2,960,094 

!l]!lll!!!!l!l!lllliiill]|l!l[|l!!!lllllllll!lllllllllllll!!lllli!l 


852,900 


The  following  survey  area  designed  by  ARE  includes  98f/(,  of  the  net  weekly  circulation  of 
any  station  in  the  market.   [March  1962]    Stations  outside  the  "home"  area  may  also  reach 

part  of  the  market.    {For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ILLINOIS 

Jasper 

Randolph 

Gasconade 

Pike 

Bond 

Jefferson 

St.  Clair 

Howell 

Reynolds 

Brown 

Jersey 

Sangamon 

Iron 

St.   Charles* 

Calhoun 

Macoupin 

Scott 

Jefferson* 

St.  Francois 

Clay 

Madison* 

Washington 

Lincoln 

St.  Louis* 

Clinton 

Marion 

MISSOURI 

Madison 

Ste.  Genevieve 

Effingham 

Monroe 

Carter 

Montgomery 

Shannon 

Fayette 

Montgomery 

Crawford 

Oregon 

Texas 

Franklin 

Morgan 

Dent 

Perry 

Warren 

Greene 

Perry 

Franklin 

Phelps 

Washington 

Jackson 

Pike 

Metro  County 

QUARTER-HOUR  HOMES  REACHED  <   (NIELSEN)  455,300 

fNielsen   estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961  -Spring  1962). 

TV  NIGHT  SPOT  COST+iiiiiiiii™iiiiiiiiiiiiiiiiiiiiiiiiiiii^  $375 


TV  DAY  SPOT  C0ST+ 


$165 


Vighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


TV  STATIONS 


KMOX-TV  (CBS)   Ch.  4 

Gene  Wilkey,  gen.  mgr. 

Charles  McAbee,  gen.  sis.  mgr. 

Rep:  CTS 


110     SI  <  TIOK    ONE 


KPLRTVCh.  11 

Saul  Rosenzweig,  gen.  mgr. 

Mike  McCormick,  sis.  mgr. 

Rep:   PGW 


KSD-TV  (NBC)  Ch.  5 

Harold  Grams,  gen.  mgr. 

Ray  Karpowicz,  sis.  mgr. 

Rep:  Katz  (East) 


KTVI   (ABC)  Ch.  2 

Paul  E.  Peltason.  gen.  mgr. 

Ralph  Hansen,  ass't.  mgr. 

Rep:  Blair-TV 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  third  station  pending) 


SYRACUSE,  N.Y. 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


Not  available 


Network 

(I960:  Not  available) 

Not  available 

National-regional  spot 

(I960:  Not  available) 

Not  available 

Local 

(I960:  Not  available) 

Not  available 

TV  HOMES  IN  MARKET'S  SURVEY  AREA- 


579,100 


*The  following  sunt')  area  designed  l>)  \l\ll  includes  '>!'>',  of  the  net  iceekh  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
jmrt  of  the  market.     (For  analysis  of  method,   refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


NEW  YORK 

Hamilton 

Ontario 

Wayne 

Broome 

Herkimer 

Oswega 

Yates 

Cayuga 

Jefferson 

Otsego 

PENNSYLVANIA 

Chemung 

Lewis 

Schuyler 

Bradford 

Chenango 

Madison 

Seneca 

Potter 

Cortland 

Oneida 

Tioga 

Tioga 

Delaware 

Onondaga^ 

Tompkins 

~Metro  County 

QUARTER-HOUR  HOMES  REACHED!  (NIELSEN) 


206,100 


jNieLsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  tin- 
market  in  prime  time,  i  Fall  1961  Spring  1962) . 


TV  NIGHT  SPOT  COST; 
TV  DAY  SPOT  COST: 


iiiiiiiiiiiiiii 


$275 
$  90 


S..\  ighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 

I  iiiimjjJiiLiaijiUJiiiJit.^fJiniJi;^: --rt.:,.;..!::..,:1:;LLiLiiiiiii:ii:;:;!iuii:];;1it[r!iniinnr:riiiii!i;iFiKiinirni.!!iiini]:.       TV  STATIONS 


WHEN-TV  (CBS)  Ch.  5 

Paul  Adanti,  gen.  mgr. 

Fred  Menzies,  comm.  mgr. 

Rep:  Katz  (East) 


WNYS-TV  (ABC)  Ch.  9 

\\  illiatn  H.  Grumbles,  gen.  mgr. 
Rep:   l'<-\\ 
NeM   station.  On  the  air 

September  9.   1962  I 


WSYR-TV  (NBC)  Ch.  3 

E.  R.  Vadeboncoeur,  gen.  mgr. 

William  R.  Alford.  Jr..  sis.  dir. 

Rep:  HRP 


NOTE: — The  marketing  data  presented  reflects  the  situation  as  it  currentl)  exists;  n visions  lia\<-  been  made  l<>  ac- 
count for  the  new  station  that  will  be  going  on  the  air. 


M\KM  I     CI  II>K        111 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


Mmmmm^Mmmmmm 


TAMPA-ST.  PETERSBURG,  FLA. 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


Network 


(I960:  $1,064,802) 


National-regional  spot 


($2,983,439) 


Local 


($1,739,017) 


$5,354,455 

$1,194,746 


$3,276,723 


$1,493,415 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 

NOTE:  This  is  an  intermixed  uhf  and  vhf  market 


433,200 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


FLORIDA 

Hardee 

Lee 

Pinellas- 

Charlotte 

Hernando 

Manatee 

Polk 

Citrus 

Highlands 

Marion 

Sarasota 

De  Soto 

Hillsborough* 

Okechobee 

Sumter 

Glades 

Lake 

Pasco 

-Metro  County 

QUARTER-HOUR  HOMES  REACHED'   (NIELSEN) 


iiiiiiiiiiiiiiii""228,300 


iMielsen   estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  COSTiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiH  $220 


TV  DAY  SPOT  COST} in in 


$  60 

%Nighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  iveek. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


IIIIIIIIIH 


TV  STATIONS  uniiii 


WFLA-TV  (NBC)  Ch.  8 

George  W.  Harvey,  gen.  mgr. 

William  B.  Faber,  sis.  mgr. 

Rep:  Blair-Tv 


WSUN-TV  (ABC)  Ch.  38 

Fred  P.  Shawn,  gen.  mgr. 

Earl  Welde,  sis.  mgr. 

Rep:  Venard  Rintoul  &  McConnell 


WTVT  (CBS)  Ch.  13 

E.  B.  Dodson,  mng.  dir. 

Robert  Fowler,  nat.  sis.  mgr. 

Rep:   Katz-(East) 


' 


112      SECTION    ONE 


IN  THE  TAMPA- ST.  PETERSBURG  MARKET 


has  the  advantage! 


"WTVT's  Coverage  Area  — 

Copr.    1962,    Sales   Management 

Survey   of   Buying   Power 


With  WTVT  you're  "king" 
in  the  Southeast's  third 
market.  Jump  in  any  di- 
rection to  capture  your 
portion  of  total  retail 
sales  amounting  to 

$1,986,037,000* 
in  WTVT's  hustling,  bus- 
tling coverage  area. 


With  WTVT  s  21  county  coverage  and  1,563,600*  population,  you've  got  the 
advantage  right  across  the  board.  And  every  day  is  bonus  day  because  an  average 
of  1,183**  people  move  into  the  WTVT  area  WEEKLY,  which  means  more  potential 
sales  for  you! 

WTVT  is  truly  "The  station  on  the  move  in  the  market  on  the  move."  WTVT  is  the  only 
station  in  the  Southeast  with  a  completely  mobile  videotape  unit  available  for  net- 
work or  local  news  coverage  by  WTVT's  up-to-the-minute-men.  Make  your  play  for 
increased  sales  on  WTVT.  „E1    . .    n     ,  , - 

Florida   Development  Commission 


THE  STATION  ON  THE  MOVE 


IN  THE  MARKET  ON   THE  MOVE! 


TAMPA 

ST.   PETERSBURG 

CLEARWATER 

SARASOTA  m 

BRADENTON  ^B 

LAKELAND 

These  cities,   located   in 

the  populous  Tampa  Bay 

area,   constitute   the   heart 

of    the    21    county    territory 

served  by  WTVT. 


WTVT 


channel 

TAMPA/ ST.  PETERSBURG 

THE  WKY  TELEVISION  SYSTEM,  INC. 
WKY-TV  &  Radio,  Oklahoma  City 
Represented  by  the  Katz  Agency 


SHARE  OF  AUDIENCE  43% 


CHECK  THE  TOP  50  SHOWS! 


ARB 

NIELSEN 

WTVT 

37 

WTVT 

38 

Station  B 

12 

n  B 

11 

Station  C 

1 

<n  C 

1 

ARB,  Tampa-St.   Petersburg  Metro  Area,   June   1962.   4-wk.   avg 
NSI,   Tampa-St.   Petersburg   Metro  Area.    July    1962.    4-vvtt     avg 


M  \likl    I     i.l  Mil 


I    \ 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


■■zvmrn-  mmm: 


TUCSON,  ARIZ. 


TV  ADVERTISING  IN  MARKET  (FCC — 1961) 


$1,876,847 


Network 

(I960:   $358,071) 

$413,269 

National-regional  spot 

($504,285) 

$446,038 

Local 

($1,205,998) 

$1,131,293 

TV  HOMES  IN  MARKET'S  SURVEY  AREA:;'  ;ii'^r  ■ ^iiir-^iM'-m::- : .■■     :-.:.:-.::::■  :i  ■ -iiii-i-SI 3,500 

*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ARIZONA 

Graham 

Pima  E.# 

NEW  MEXICO 

Apachee 

Greenlee 

Pima  W.# 

Catron 

Cochise 

Maricopa 

Pinal 

Grant 

Coconino 

Navajo 

Santa  Cruz 

Hidalgo 

Gila 

aMetro  County 

QUARTER-HOUR  HOMES  REACHED!   (NIELSEN) 


56,700 


t Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962) . 


TV  NIGHT  SPOT  COSTii«iiiiiniiiiiiiii» 


TV  DAY  SPOT  COSTJiiiiiiiiiiiiiiiiiiiiiiiiiiKiiwiiiiiiiiiiiw 


$35 


XNighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


IIIDIIEIuiliillilllillllM 


TV  STATIONS 


KGUN-TV  (ABC)  Ch.  9 

Edwin  G.  Richter  Jr.,  gen.  mgr. 

Howard  D.  Duncan  Jr.,  sis.  mgr. 

Rep:  Young 


KOLD-TV  (CBS)  Ch.  13 

E.  S.  Mittendorf,  gen.  mgr. 

Bernie  Perlin,  sis.  mgr. 

Rep:  Hollingbery 


KVOA-TV  (NBC)  Ch.  4 

Fred  L.  Vance,  gen.  mgr. 

Gordon   Hamilton    sis.  mgr. 

Rep:   Avery-Knodel 


114      SECTION    ONE 


1962-63  TV  MARKETS  of  the  U.  S. 


(With  three  or  more  stations) 


TULSA,  OKLA. 

TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


$3,894,090 


Network 

(I960:  $1,143,136) 

$1,165,488 

National-regional  spot 

($2,095,105) 

$2,046,581 

Local 

($1,049,366) 

$965,738 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


384,200 


*Tke  following;  surrey  area  designed  by  ARB  includes  98c/o  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    {For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


ARKANSAS 

Cowley 

Coal 

Mcintosh 

Pittsburg 

Benton 

Elk 

Craig 

Mayes 

Pottawatomie 

Crawford 

Labette 

Creek 

Muskogee 

Pushmataha 

Polk 

Montgomery 

Delaware 

Noble 

Rogers 

Scott 

Wilson 

Haskell 

Nowata 

Seminole 

Sebastian 

Woodson 

Hughes 

Okfuskee 

Sequoyah 

Washington 

OKLAHOMA 

Kay 

Okmulgee 

Tulsas- 

KANSAS 

Adair 

Latimer 

Osage 

Wagoner 

Chautauqua 

Atoka 

Le  Flore 

Pawnee 

Washington 

Cherokee 

Cherokee 

Lincoln 

Payne 

Metro  County 

QUARTER-HOUR  HOMES  REACHEDt  (NIELSEN)  ■mkhhhbnmhhi  167,000 

i Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  COST  J    ■  i  hiiiiiiiim^ 


$220 


TV  DAY  SPOT  COSTIiiiiniiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiniiiiiiiiiii  iiiiiiiuiiiiiiu  $  85 

tNighttime  is  based  on  20-second  one-time  ra'e:  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


TV  STATIONS 


KTUL-TV  (ABC)  Ch.  8 

Bill  Swanson   gen.  mgr. 

Jim  Black,  nat.  sis.  mgr. 

Rep:  Avery-Knodel 


KOTV  (CBS)  Ch.  6 

George  Stevens,  gen.  mgr. 

Dale  E.  Hart,  gen.  sis.  mgr. 

Rep:  H-R 


KVOO-TV  (NBC)  Ch.  2 

John  Devine,  gen.  mgr. 

Tom  Belcher,  comm.  mgr. 

Rep:  Petry 


M  LRKET   (.1  IDE      115 


Directory  of  compound  markets 

Listing  of  compound  markets  follows  the  style  adopted  by  the  FCC  in  its  1962  tv  revenue 
report.    These  markets  are  cross-indexed  here,  for  ease  of  reference: — 


ALTOONA 

see  Johnstown 

AMES 

see  Des  Moines 

ASHLAND 

see  Charleston 

ASHEVILLE 

see  Greenville 

AUSTIN 

see  Rochester  (Minn.) 

BAY  CITY 

see  Flint 

BLOOMINGTON 

see  Indianapolis 

CAGUAS 

see  San  Juan 

CAPE  GIRARDEAU 

see  Paducah 

CHAMPAIGN 

see  Springfield 

DANVILLE 

see  Springfield 

DAYTONA  BEACH 

see  Orlando 

DECATUR 

see  Springfield 

ELKHART 

see  South  Bend 

ELMIRA 

see  Syracuse 

ENID 

see  Oklahoma  City 

FORT  WORTH 

see  Dallas 

GALVESTON 

see  Houston 

HAMPTON 

see  Norfolk 

HANFORD 

see  Fresno 

HARRISBURG 

see  Paducah 

HENDERSON 

see  Las  Vegas 

HUNTINGTON 

see  Charleston 

HUTCHINSON 

see  Wichita 

KALAMAZOO 

see  Grand  Rapids 

LANCASTER 

see  Harrisburg 

LEBANON 

see  Harrisburg 

LYNCHBURG 

see  Roanoke 

MASON  CITY 


see  Rochester  (Minn.) 


1ESA 


NEW  BEDFORD 


NEW  BRITAIN 


NEW  HAVEN 


NEWPORT  NEWS 


NIAGARA  FALLS 


OAK  HILL 


OAKLAND 


OGDEN 


PORT  ARTHUR 


PORTSMOUTH 


PENSACOLA 
PETERSBURG 


POLAND  SPRING 


PROVO 


PUEBLO 


SAGINAW 


ST.  PAUL 


ST.  PETERSBURG 


SCHENECTADY 


SCRANTON 


SPARTANBURG 

STOCKTON 

TEXARKANA 


TROY 

URBANA 

VISALIA 

WATERBURY 

WATERLOO 

YORK 


see  Phoenix 
see  Providence 


see  Hartford 


see  Hartford 


see  Norfolk 


see  Buffalo 


see  Charleston 


see  San  Francisco 


see  Salt  Lake  City 


see  Beaumont 


see  Norfolk 


see  Mobile 


see  Richmond 


see  Portland 


see  Salt  Lake  City 
see  Colorado  Springs 


see  Flint 


see  Minneapolis 


see  Tampa 


see  Albany 
see  Wilkes  Barre 


see  Greenville 
see  Sacramento 


see  Shreveport 


see  Albany 


see  Springfield 


see  Fresno 


see  Hartford 


see  Cedar  Rapids 
see  Harrisburg 


llf>      SECTION   ONE 


1962-63  TV  MARKETS  Of  the  U.  S.     (With  three  or  more  stations) 


WASHINGTON,  D.C. 

TV  ADVERTISING  IN  MARKET  (FCC — 1961 ) 


$12,891,939 


Network 

(I960:  $2,342,924) 

$2,551,875 

National-regional  spot 

($7,579,298) 

$7,862,966 

Local 

($2,484,541) 

$2,740,296 

TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


1,397,200 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


DELAWARE 

Frederick 

PENNSYLVANIA 

Fauquier 

Rockingham 

Sussex 

Howard 

Adams 

Frederick 

Shenandoah 

Washington,  D.  C.= 

Kent 

Bedford 

Greene 

Spottsylvania 

MARYLAND 

Montgomery^ 

Franklin 

King  George 

Stafford 

Allegany 

Prince  Georges- 

Fulton 

Loudoun 

Warren 

Anne  Arundel 

Queen  Annes 

York 

Louisa' 

Westmoreland 

Baltimore 

St.  Marys 

VIRGINIA 

Madison 

WEST  VIRGINIA 

Calvert 

Somerset 

Arlington- 

Orange 

Berkeley 

Caroline 

Talbot 

Caroline 

Page 

Hampshire 

Carroll 

Washington 

Clarke 

Prince  William 

Hardy 

Charles 

Wicomico 

Culpeper 

Rappahannock 

Jefferson 

Dorchester 

Worcester 

Fairfax- 

Richmond 

Mineral 
Morgan 

Metro  County 

QUARTER-HOUR  HOMES  REACHED t  (NIELSEN) ' ''■■ Mif]!^....::::.:^!!!]:;-.;: ■■-■ ., :;::iiii;::;: :;- :■ :. ^'-; :;:;, :  45 3,900 

t.\  iclsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  (Fall  1961-Spring  1962) . 

TV  NIGHT  SPOT  COST$iiiiiiiiiiiiiiiiiiiiiiiiiim^  i   $500 


TV  DAY  SPOT  COSTt 


iiiiiiiiiiiihiiiiiiiiiiiiiiiiiiiiiiiiiiii! iiniiiiiiiu iiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiii 


$113 


%Nighttime  is  based  on  20-second  one-time  rale:  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  t<> 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 

TV  STATIONS 


lllllllll: 


WMAL-TV  (ABC)  Ch.  7 

Frederick  S.  Houwink,  gen.  mgr. 

Neal  J.  Edwards,  sis.  mgr. 

Rep:  H-R 


WRC-TV  (NBC)  Ch.  4 

Joseph  Goodfellow,  gen.  mgr. 

Tom  Paro,  sis.  dir. 

Rep:  NBC  Sales 


WTOP-TV  (CBS)  Ch.  9 

George  F.  Hartford,  gen.  mgr. 

Robert  A.  J.  Bordley.  sis.  mgr. 

Rep:  TvAR 


WTTG  Ch.  5 

Donn  E.  Colee.  gen.  mgr. 

Lee  Colee.  sis.  mgr. 

Rep:  Metro 


■' '    "■ ■■■■:■'    :"■ 


MARKET   GUIDE      11  7 


1962-63  TV  MARKETS  Of  the  U.  S.     (With  three  or  more  stations) 


WICHITA-HUTCHINSON,    KAN. 


TV  ADVERTISING  IN  MARKET  (FCC— 1961  )uiiiiiii n m m 

Network  (I960:  $919,229) 


$3,144,686 

$989,069 


National-regional  spot 


($1,736,103) 


$1,580,680 


Local 


($961,386) 


$847,431 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


:;: 


340,800 


The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 

COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


COLORADO 

Ellsworth 

Baca 

Finney 

Prowers 

Ford 

KANSAS 

Geary 

Barber 

Gove 

Barton 

Graham 

Butler 

Grant 

Chase 

Gray 

Chautauqua 

Greeley 

Clark 

Greenwood 

Comanche 

Hamilton 

Cowley 

Harper 

Dickinson 

Harvey 

Edwards 

Haskell 

Elk 

Hodgeman 

Ellis 

Kearny 

=  Metro  County 

Kingman 

Phillips 

Sumner 

Kiowa 

Pratt 

Trego 

Lane 

Reno 

Wallace 

Lincoln 

Rice 

Wichita 

Logan 

Rooks 

OKLAHOMA 

Lyon 

Rush 

Alfalfa 

McPherson 

Russell 

Beaver 

Marion 

Saline 

Grant 

Meade 

Scott 

Harper 

Mitchell 

Sedgwick^ 

Kay 

Morris 

Seward 

Texas 

Morton 

Sheridan 

Woods 

Ness 

Smith 

Woodward 

Osborne 

Stafford 

TEXAS 

Ottawa 

Stanton 

Lipscomb 

Pawnee 

Stevens 

Ochiltree 

QUARTER-HOUR  HOMES  REACHED t  (NIELSEN) u inn  140,600 

'\Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  I  Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  COSTtiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiii"ii<iiiiiiiii""iiiiiiiiiiiiii">iiiii" 


TV  DAY  SPOT  C0STJ 


!!llll!lll!!llllllllll 


$240 
$  64 

%Nighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  iveek. 
\  March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station   rate  cards.     (For  analysis  of  method,  refer  title-page  this  Section). 


TV  STATIONS 


KARD-TV  (NBC)  Ch.  3 

Don   Sbarra,  gen.   mgr. 

Charles  Hendrickson,  nat.  sis.  mgr. 

Rep:  PGW 


KAKE-TV  (ABC)  Ch.  10 

Martin  Umansky,  gen.  mgr. 

Don  Waldron,  sis.  mgr. 

Rep:  Katz  (West) 


Mill 

KTVH  (CBS)  Ch.  12 

M.  Dale  Larsen,  gen.  mgr. 

William  S.  Ritchie,  sis.  mgr. 

Rep:  Blair  Associates 


II.",      SECTION    ONI 


KANSAS  BROADCASTING  SYSTEM 


SELLS  KANSAS 


KWHT-TV 

@)  GOODLAND 


OVER  1,202,600  PEOPLE 

314,600  "7 
TV  HOMES   V 

$2,225,301,000 

CSI* 


KAYS-TV 

(§)  HAYS 


CONTACT 


BLAIR     TELEVISION     ASSOCIATES 
National  Rtprestntativts 


m  UUC1  r  i.i  wv      1 1*> 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


mmmmmmmmmm 


mmmmmmmmmmmmmmmmmmmmmmm^mmimmsm^ 


WILKES  BARRE-SCRANTON,  PA. 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 


TV  HOMES  IN  MARKET'S  SURVEY  AREA*:. 


$3,040,036 


Network 

(I960:  $896,801) 

$944,190 

National-regional  spot 

($1,310,438) 

$1,346,162 

Local 

($990,183) 

$918,671 

430,500 


*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  tlie  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    {For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


NEW  YORK 

PENNSYLVANIA 

Luzerne* 

Snyder 

Delaware 

Bradford 

Lycoming 

Sullivan 

Otsego 

Cameron 

Monroe 

Susquehanna 

Tioga 

Carbon 

Montour 

Union 

Tompkins 

Clinton 

Northumberland 

Wayne 

Columbia 

Schuylkill 

Wyoming 

Lackawanna* 

~Metro  County 

QUARTER-HOUR  HOMES  REACHED!  (NIELSEN) 


159,300 


\Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  {Fall  1961-Spring  1962). 

TV  NIGHT  SPOT  COSTJiiiiiiiiiiiiiiiiiiiiiiiiiiiiiim $160 


TV  DAY  SPOT  COST! 


$  32 


j.Nighttime  is  based  on  20-second  one-time  rate:  daytime  on  6  one-minute  spots  per  week. 
[March  1962],  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


llllllllllllll!l!l!llll!ll!!!ili!!ll!ill!illlll!lll!JII!^ 


TV  STATIONS 


WBRE-TV  (NBC)  Ch.  28 

David  M.  Baltimore,  gen.  mgr. 
Rep:  Katz  (East) 


WDAU-TV  (CBS)  Ch.  22 

Mrs.  M.  E.  Megargee,  pres. 

Francis  H.  Conway,  sis.  dir. 

Rep:  H-R 


WNEP-TV  (ABC)  Ch.  16 

Thomas  P.  Shelburne,  gen.  mgr. 

Malcolm  W.  Dale,  sis.  mgr. 

Rep:  Petry 


120      SECTION    ONE 


1962-63  TV  MARKETS  Of  the   U.  S.     (With  three  or  more  stations) 


YOUNGSTOWN,  OHIO 


TV  ADVERTISING  IN  MARKET  (FCC— 1961) 

Network 


National-regional  spot 


Local 


(I960:  $524,832) 
($849,873) 


($523,335) 


$1,891,354 

$564,243 
$949,540 
$484,315 


TV  HOMES  IN  MARKET'S  SURVEY  AREA* 


331,900 

*The  following  survey  area  designed  by  ABB  includes  98'  <   of  the  net  ueekly  circulation  of 

am    station   in  the  market.    \  March   1962]     Stations  outside  the  "home"  area  may  also  reach 
jyart  of  the  market,    i  For  analysis  of  method,  refer  title-page  this  Section). 


COUNTIES  INCLUDED  IN  THE  MARKET'S  SURVEY  AREA  (ARB) 


OHIO 

Trumbull 

Crawford 

Mercer 

Columbiana 

PENNSYLVANIA 

Lawrence 

Venango 

Mahoning- 

Beaver 

=Metro  County 

QUARTER-HOUR  HOMES  REACHEDt  (NIELSEN)™ 


87,500 


\ Nielsen   estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in   the 
market  in  prime  time,  i  Fall  1961-Spring  1962). 


TV  NIGHT  SPOT  COST! iiikiimi^^ 


TV  DAY  SPOT  COST: 


$27 

y..\  ighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Mot  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


m 

WFMJ-TV  (NBC)  Ch.  21 

Mitchell   F.  Stanley,  mgr. 
Rep:  Blair  Associates 


TV  STATIONS 


WKBN-TV  (CBS)  Ch.  27 

W.  P.  Williamson  Jr.,  gen.  mgr. 

David  V.  Stewart,  sis.  mgr. 

Rep:  Raymer 


WKST-TV  (ABC)  Ch.  33 

Philip  J.  Richtscheidt 

Robert  C.  Harnack,  sis.  mgr. 

Rep:  Young 


MARKET   HIDE      121 


1962-63  TV  MARKETS  Of  the  U.  S.    (With  three  or  more  stations) 


SAN  JUAN-CAGUAS,  P.R. 

TV  ADVERTISING  IN  MARKET  (FCC — 1961  )iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii  83,225 


Network 

(I960:  Not  available) 

$605,673 

National-regional  spot 

(I960:  Not  available) 

$2,854,929 

Local 

(I960:  Not  available) 

$185,338 

NOTE: — This  is  the  first  year  in  which  San  Juan-Caguas  has  been  reported  by  the  FCC  as  a 
multiple  market.  Information  on  the  number  of  rv  homes,  counties  in  survey  area, 
quarter-hour  homes,  and  spot  costs,  was  not  available  to  sponsor  at  press  time. 


TV  HOMES  IN  MARKET'S  SURVEY  AREA%iiiiiiiiiiiiiiiiiiiiiiiiiiiiiim  available 

*The  following  survey  area  designed  by  ARB  includes  98%  of  the  net  weekly  circulation  of 
any  station  in  the  market.  [March  1962]  Stations  outside  the  "home"  area  may  also  reach 
part  of  the  market.    (For  analysis  of  method,  refer  title-page  this  Section). 


QUARTER-HOUR  HOMES  REACHEDf  ^NIELSEN^iiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiEitiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiHiiiiiniiiiiNot  available 

^Nielsen  estimate  of  the  average  quarter-hour  total  of  homes  reached  by  all  stations  in  the 
market  in  prime  time.  {Fall  1961-Spring  1962) . 


TV  NIGHT  SPOT  COSTiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiH^  available 


TV  DAY  SPOT  COSTIiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii  available 

XNighttime  is  based  on  20-second  one-time  rate;  daytime  on  6  one-minute  spots  per  week. 
[March  1962].  Costs  based  on  one  station  (highest-rate)  in  each  market.  Not  intended  to 
replace  individual  station  rate  cards.    (For  analysis  of  method,  refer  title-page  this  Section). 


TV  STATIONS  iiiiiiiii^^ 

WAPA-TV  (NBC/ABC)  Ch.  4  WKAQ-TV  (CBS)  Ch.  2  WKBM-TV  Ch.  11 

Hector  Modestti,  gen.  mgr.  Harlan  McFadden,  gen.  mgr.  Ralph  Perez  Perry,  gen.  mgr. 

Rep:  Caribbean  Networks  Rafael  Ruiz,  comm.  mgr.  Jose  A.  Ribas,  comm.  mgr. 

Rep:  Inter-American  Publications  Rep:  Not  available 


122      SECTION    ONE 


section  2     1962-63  tv  tape  markets  of  the  U.  S. 


Tape-recording  equipment  currently  installed  at  tv  station*  within  the  I  .S..  compiled  from 
manufacturers'  reports*  Arranged  alphabetically*  by  Market  within  States.  "  I"  indicates 
Ampex  equipment;  "R"  indicates  RC  t:   (*)  indicates  color  recording  equipment. 


ALABAMA 

WTOP 

3R 

South  Bend 

WNDU 

2A 

Birmingham 

WAPI 
WBRC 

2R 
2R 

FLORIDA 

WTTG 

2A 

IOWA 

WSBT 

1R 

Montgomery 

WSFA 

1A 

Jacksonville 

WFGA 

2A* 

Ames 

WO  I 

1A 

ARIZONA 

WJXT 

2R 

Cedar  Rapids 

WMT 

1A 

Phoenix 

KOOL 

2A* 

Miami 

WCKT 

2R 

Des  Moines 

KRNT 

2A 

KPHO 

1R 

WTVJ 

2A 

WHO 

1A* 

KTVK 

1A 

Orlando 

WDBO 

1A 

Sioux  City 

KTIV 

1R 

KTAR 

2A 

WLOF 

1A 

KVTV 

1A 

Tucson 

KVOA 

1A 

Palm  Beach 

WPTV 

2R/1A 

KANSAS 

KOLD 

1A 

Pensacola 

WEAR 

1A 

Topeka 

WIBW 

1A 

KGUN 

1A 

Tampa 

WFLA 

3A 

Pittsburg 

KOAM 

1R 

ARKANSAS 

WTVT 

3A 

Wichita 

KTVH 

1A 

El  Dorado 

KTVE 

2A 

Tallahassee 

WCTV 

1R 

KENTUCKY 

Little  Rock 

KARK 

1A 

Winter  Park 

WESH 

2R 

Lexington 

WKYT 

1R 

KTHV 

1R 

GEORGIA 

Louisville 

WAVE 

1R* 

CALIFORNIA 

Albany 

WALB 

1R 

WHAS 

2A* 

Bakersfield 

KBAK 

1A 

Atlanta 

WAGA 

2A 

LOUISIANA 

Fresno 

KJEO 

1R 

WSB 

2R 

Baton  Rouge 

WAFB 

2R 

Los  Angeles 

KCOP 

4A 

WLW-A 

1A 

WBRZ 

2A 

KHJ 

3R 

Augusta 

WJBF 

1A 

Lafayette 

KLFY 

1A 

KNXT 

2A 

Columbus 

WRBL 

1A 

Monroe 

KNOE 

2R 

KTLA 

5A 

WTVM 

1R 

New  Orleans 

WDSU 

3A 

KTTV 

4A 

Macon 

WMAZ 

1R 

WVUE 

1A 

ABC 

12A 

HAWAII 

WWL 

2A 

CBS 

12A* 

Honolulu 

KGMB 

1A 

Shreveport 

KSLA 

1R 

NBC 

6A* 

KONA 

1A/1R* 

KTBS 

1R 

Sacramento 

KCRA 

2A 

KHVH 

2A 

MAINE 

KXTV 

2A 

ILLINOIS 

Lewiston 

WCBB 

1A 

San  Diego 

KFMB 

1A/1R 

Champaign 

WCIA 

1R 

Portland 

WGAN 

1R 

KOGO 

1R 

Chicago 

ABC  (WBKB) 

MARYLAND 

San  Francisco 

KGO 

4A 

11A 

Baltimore 

WBAL 

2R 

KPIX 

2A 

WBBM 

2A 

WMAR 

2R 

KRON 

2A 

WGN 

4A/2R* 

WJZ 

2A 

KTVU 

2A 

WNBQ 

4A* 

MASSACHUSET 

Stockton 

KOVR 

2A 

Decatur 

WTVP 

1R 

Boston 

WBZ 

2A 

Visalia 

KICU 

2A 

Peoria 

WTVH 

1R 

WHDH 

2R* 

COLORADO 

Rockford 

WTVO 

1A 

Greenfield 

WRLP 

1A 

Denver 

KBTV 

2R 

Springfield 

WICS 

1R 

Springfield 

WWLP 

2A 

KLZ 

2A 

INDIANA 

WHYN 

1A 

KOA 

2A 

Elkhart 

WSJV 

1R 

MICHIGAN 

KTVR 

1A 

Evansville 

WEHT 

1R 

Detroit 

WJBK 

2A 

CONNECTICUT 

WTVW 

1R 

WWJ 

2A 

Hartford 

WTIC 

2A 

Ft.  Wayne 

WANE 

1A 

WXYZ 

2A 

New  Britain 

WHNB 

1A 

WKJG 

1R 

Flint 

WJRT 

1A 

New  Haven 

WNHC 

2A 

WPTA 

1A 

Grand  Rapids 

WOOD 

2R 

DISTRICT  OF  COLUMBIA 

Indianapolis 

WFBM 

2R* 

Saginaw 

WNEM 

1A 

Washington 

WRC  (NBC) 

WISH 

2A 

MINNESOTA 

3R(2*) 

WTTV 

2A 

Duluth 

KDAL 

1A 

WMAL 

1R 

WLW-I 

1A* 

Minneapolis 

KMSP 

M  UiKF.T   GUIDE 

1A 
123 

wcco 

2A 

WKRC 

1R 

Beaumont 

KBMT 

2A 

WTCN 

2A 

WLW 

2A* 

KFDM 

1A 

St.  Paul 

KSTP 

3R* 

Cleveland 

KYW 

2A 

Dallas 

KRLD 

3A 

MISSISSIPPI 

WEWS 

2A/2R 

WFAA 

5A 

Jackson 

WJTV 

1A 

WJW 

2A 

El  Paso 

KROD 

1A 

WLBT 

1A 

Columbus 

WBNS 

1R 

KTSM 

1R 

MISSOURI 

WLWC 

1.ft 

Ft.  Worth 

KTVT 

2A 

Cape  Girardeau 

KFVS 

1R 

WTVN 

1R 

WBAP 

2R* 

Columbia 

KOMU 

1A 

Dayton 

WHIO 

2R 

Harlingen 

KGBT 

1A 

Kansas  City 

KCMO 

2A 

Steubenville 

WSTV 

1R 

Houston 

KHOU 

2A/1R 

KMBC 

2A 

Toledo 

WSPD 

2A 

KPRC 

2A 

WDAF 

2A 

WTOL 

2R 

KTRK 

2A 

Springfield 

KYTV 

1A 

Youngstown 

WKBN 

1A 

Lubbock 

KDUB 

2A 

St.  Louis 

KMOX 

2A 

OKLAHOMA 

Midland 

KMID 

1A 

KPLR 

2A 

Ada 

KTEN 

1A 

Odessa 

KOSA 

1A 

KSD 

2A 

Oklahoma  City 

KOCO 

1R 

Port  Arthur 

KPAC 

1R 

KTVI 

2A 

KWTV 

2R 

San  Antonio 

KENS 

2A 

NEBRASKA 

WKY 

2A 

KONO 

2A 

Omaha 

WOW 

2A 

Tulsa 

KOTV 

1A/1R 

WOAI 

2A 

NEVADA 

KTUL 

1R 

Texarkana 

KTAL 

1R 

Reno 

KOLO 

1R 

KVOO 

2A 

Weslaco 

KRGV 

1R 

NEW  MEXICO 

OREGON 

Wichita  Falls 

KFDX 

2A 

Albuquerque 

KOAT 

1A 

Portland 

KATU 

1R 

KSYD 

2A 

KOB 

2R 

KGW 

2A 

UTAH 

NEW  YORK 

KOIN 

2A 

Salt  Lake  City 

KCPX 

2A 

Albany 

WAST 

1A 

KPTV 

1A 

KSL 

24 

WTEN 

1R 

PENNSYLVANIA 

KUTV 

2A* 

Buffalo 

WBEN 

1R 

Altoona 

WFBG 

1A 

VIRGINIA 

WGR 

1A 

Lancaster 

WGAL 

1A/2R* 

Bristol 

WCYB 

2R 

WKBW 

1R* 

Philadelphia 

WCAU 

2A 

Norfolk 

WAVY 

2R(1*) 

New  York 

ABC 

10A 

WFIL 

2A/1R 

WVEC 

1A 

CBS 

20A* 

WRCV 

3A* 

WTAR 

2<\ 

NBC 

13A* 

Pittsburgh 

KDKA 

4R 

Petersburg 

WXEX 

1A 

WCBS 

2R 

V'"~ 

?i 

Richmond 

WRVA 

2A 

WNEW 

3A 

WTAE 

2R 

WTVR 

1R 

WNBC 

10R* 

Wilkes-Barre 

WBRE 

1R* 

Roanoke 

WDBJ 

1A 

WOR 

3R 

RHODE  ISLAND 

WSLS 

2A 

WPIX 

2A 

Providence 

WJAR 

2A 

WASHINGTON 

Rochester 

WHEC 

1A 

WPRO 

1A 

Seattle 

KIRO 

2A 

WOKR 

2R 

SOUTH  CAROLINA 

KING 

2A 

WROC 

1A 

Charleston 

WCSC 

1R 

KOMO 

2R 

WVET 

1A 

WUSN 

1A 

Spokane 

KHQ 

2R(1*) 

Schenectady 

WRGB 

2A 

Columbia 

WIS 

1R 

KREM 

1A 

Syracuse 

WHEN 

2A 

Florence 

WBTW 

1A 

KXLY 

1R 

WNYS 

2R 

Greenville 

WFBC 

1A 

Tacoma 

KTNT 

1A 

WRGB 

2A 

Spartanburg 

WSPA 

1A 

Yakima 

KIMA 

2A 

NORTH  CAROLINA 

TENNESSEE 

KNDO 

1A 

Asheville 

WLOS 

2A 

Chattanooga 

WTVC 

1R 

WEST  VIRGINIA 

Charlotte 

WBTV 

2R* 

Johnson  City 

WJHL 

2R 

Charleston 

WCHS 

1R 

Durham 

WTVD 

1R 

Knoxville 

WBIR 

1R 

Huntington 

WSAZ 

2A 

Greensboro 

WFMY 

1A 

Memphis 

WHBQ 

2R 

WHTN 

1A 

Greenville 

WNCT 

2A 

WMCT 

2R 

Oak  Hill 

WOAY 

1A 

Raleigh 

WRAL 

2A 

Nashville 

WLAC 

2A 

Wheeling 

WTRF 

1R 

Washington 

WITN 

1A 

WSIX 

2A 

WISCONSIN 

Wilmington 

WECT 

1A/2R 

WSM 

2A 

Green  Bay 

WBAY 

1R 

Winston-Salem 

WSJS 

1R 

TEXAS 

WFRV 

1R 

NORTH  DAKOTA 

Amarillo 

KFDA 

1A 

Madison 

wise 

1A 

Fargo-Valley  City 

KXJB 

1A 

KGNC 

1A 

Milwaukee 

WISN 

2R 

OHIO 

KVII 

1R 

WITI 

2A 

Cincinnati 

WCPO 

1A 

Austin 

KBTC 

2R 

WTMJ 

3R(1*) 

12  1       SECTION    TW< 

1962-63  urban  tv  markets  of  the  U.  S. 

Tv  homes  for  the  central-city  area  of  all  tv  markets.   Computed  by  the   i.  C.  Sielsen  Company 
for  Spring  1902,  from  the  Census  Metro  base. 


Market 


Tv  Homes 


Market 


Tv  Homes 


Market 


Tv  Homes 


Abilene-Sweetwater,  Tex.  33,100 

Albany,  Ga.  21,300 
Albany-Schenectady-Troy, 

N.Y.  192,700 

Albuquerque,  N.M.  68,700 

Amarillo,  Tex.  45,400 

Atlanta,  Ga.  279,300 

Augusta,  Ga.  51,000 

Bakersfield,  Cal.  78,200 

Baltimore,  Md.  473,900 

Bangor,  Me.  32,300 

Baton  Rouge,  La.  56,500 

Beaumont-Port  Arthur,  Tex.  83,500 

Bellingham,  Wash.  19,700 

Billings,  Mont.  29,600 

Binghamton,  N.Y.  60,500 

Birmingham,  Ala.  163,900 

Bismarck,  N.D.  18,300 

Boise,  Idaho  41,500 

Boston,  Mass.  877,600 

Buffalo,  N.Y.  373,600 
Burlington,  Vt.-Plattsburgh, 

N.H.  54,100 

Butte,  Mont.  13,400 

Cadillac-Traverse  City,  Mich.  28,500 

Carthage-Watertown,  N.Y.  51,900 

Cedar  Rapids-Waterloo,  Iowa  86,700 
Champaign  and  Springfield- 

Decatur,  III.  61,100 


Charleston,  S.  C. 

Charleston-Huntington, 
W.  Va. 

Charlotte,  N.C. 

Chattanooga,  Tenn. 

Chicago,  III. 

Chico-Redding,  Cal. 

Cincinnati,  Ohio 

Cleveland,  Ohio 

Columbia-Jefferson  City, 

Columbia,  S.C. 

Columbus,  Ga. 

Columbus,  Ohio 

Corpus  Christi,  Tex. 

Dallas-Ft.  Worth,  Tex. 

Davenport,  Iowa- 
Rock  Island-Moline,  II 

Dayton,  Ohio 

Denver,  Colo. 

Des  Moines-Ames,  Iowa 

Detroit,  Mich. 

Duluth,  Minn. -Superior, 
Wis. 

Durham-Raleigh,  N.C. 

El  Paso,  Tex. 

Erie,  Pa. 

Eugene,  Ore. 

Eureka,  Cal. 


Mo 


48,500 

144,200 

129,500 

74,900 

1,951,800 

48,800 

310,000 

522,200 

30,500 

53,400 

49,200 

196,000 

74,200 

474,600 

78,200 
199,900 
263,100 

93,000 
1,062,500 

78,200 
67,400 
74,000 
70,000 
44,500 
28,700 


Evansville,  Ind. -Henderson, 

Ky. 

54,500 

Fargo-Valley  City,  N.D. 

52  300 

Florence,  S.C. 

33,130 

Ft.  Wayne,  Ind. 

65,200 

Fresno,  Cal. 

97,400 

Grand  Rapids-Kalamazoo, 

Mich. 

172,500 

Great  Falls,  Mont. 

31,500 

Green  Bay,  Wis. 

89,900 

Greensboro-Winston  Salem, 

N.C. 

113,600 

Greenville-Spartanburg 

91,500 

Greenville-Spartanburg,  S.C- 

Asheville,  N.C. 

135,400 

Greenville-Washington,  N.C. 

50,700 

Harlingen-Weslaco,  Tex. 

57,500 

Harrisburg-Lebanon,  Pa. 

124,000 

Hartford  &  New  Haven, 

Conn. 

198,600 

Honolulu 

105,500 

Houston,  Tex. 

342,700 

Idaho  Falls-Pocatello, 

Idaho 

31,200 

Indianapolis,  Ind. 

201,100 

Jackson,  Miss. 

44,900 

Jacksonville,  Fla. 

119,100 

Johnson  City,  Tenn. -Bristol, 

Va.  (See  TRI  cities) 

surgery 


in  a  snowstorm? 


If    picture    quality    isn't    too    important. 

viewers  could  watch  another  station 
in  this  market,  hut  most  people  prefer 
to  stick  with  us.  Metro  share  in  prime 
time  is  90r,'  ,  and  homes  delivered  top 
.any  other  station  sharing  the  other  in',  . 
(ARE,  March,  1962)  Your 
big  buy  for  North  Florida, 
South  Georgia,  and  South- 
east Alabama  is 


€> 


©     WCTV 


TALLAHASSEE 
THOMASVILLE 


BLAIR  TELEVISION  ASSOCIATES 


MARKET   GUIDE       125 


Nighttime  network  television  programs  for  the 


SUNDAY 

MONDAY 

TUESDAY 

WEE 

ABC               CBS               NBC 

ABC               CBS              NBC 

ABC               CBS               NBC 

ABC 

The  Jetsons 

Dennis  the 

To  Tell  the 

Combat 

Marshall 

7:30 

3M 

Whitehall 

Colgate 

Menace 
Kellogg 

Walt  Disney's 

Truth 

Whitehall 

It's  A  Man's 
World 

Alberto-Culver 
Armour 

Dillon 

(not  for 

Laramie 
B&W 

Dow  Chemical 

Best  Foods 

Wonderful 
World 

Cheyenne 

R.  J.  Reynolds 

Carnation 

Block  Drug 
Cons.  Cigar 

net  sale) 

Miles  Labs 
Bristol-Myers 

Wagon  Train 

$68,000*      ac 

$38,000       sc 

of  Color 

Show 

$28,000       au 

Peter  Paul 

P&G 

Thos.  Leeming 

Ed.  Dalton 

H.  C.  Moores 

N.  Amer. 

w 

AC  Spark  Plugs 

Colgate 

Block  Drug 

Alberto-Culve 

Gillette 

P&G 

Participating 

I've  Got  a 

Chrysler 

Philips 

Lloyd  Bridges 

Sperry  Rand 

R.  J.  Reynold  i 

Eastman 

Secret 

Chesebrough- 

Norwich 

Show 

PPG 

8:00 

Kodak 
RCA 

General  Foods 

Ponds 
Liggett  & 

Pharm. 
Pharmacraft 

Kaiser 

Mentholatum 
Co. 

Toni 

Myers 

Polaroid 

Ed  Sullivan 

Show 

$110,000     an 

$83,600        w 

$39,000       au 

$95,000         c 

$89,900         a 

$39,000         a 

$94,000        w 

$114,900      'V 

Car  54, 

Lucy  Show 

Hawaiian  Eye 

Colgate 

Where  Are 

The  Rifleman 

8:30 

Revlon 
P.  Lorillard 

You?? 

Lever 

Saints  & 

Bristol-Myers 

P&G 

General  Foods 

Sinners 

Brown  & 

Red  Skelton 

Sunday 

P&G 

Williamson 

Hour 

Empire 

Going  My  Wa 

Night 

Miles  Labs 

Colgate 

Movie 

$115,000       v 

$45,000       sc 

$43,000        w 

$46,000       sc 

Warner- 
Lambert 
Philco 
Chrysler 

Lincoln- 
Mercury 
Pepsi  Cola 
Sunbeam 

Best  Foods 

S.  C.  Johnson 

Lever  Bros. 

Amer.  Tobacco 

General  Mills 

Chrysler 

Amer.  Tobacc ) 

Breck 

Miles  Labs 

Real  McCoys 

Danny  Thomas 

Participating 

Show 

Chesebrough- 

Union  Carbide 

Philip  Morris 

9:00 

American 

Tobacco 

Ralston-Purina 

Bonanza 

Stoney  Burke 

Alberto-Culver 
Bulova 

General  Foods 

Ponds 

H.  C.  Moores 
Warner- 
Lambert 

$50,000       sc 

Cons.  Cigar 
Lincoln- 
Mercury 

$43,000       sc 

$93,000        dr 

$89,900      my 

$115,000       c 

$92,000        w 

$147,000*    s 

Gen.  Electric 

Chevrolet 

Pepsi  Cola 

Andy  Griffith 

Price   Is 

Jack  Benny 

Our  Man 

True 

Pharmacraft 

Show 

Right 

The 

Higgins 

9:30 

Gen.  Electric 

Schick 

General  Foods 

P.  Lorillard 
Whitehall 

Untouchables 

Am.  Chicle 
Armour 

State  Farm 
General  Foods 

Dick 
Powell 
Show 

Amer.  Tobacc 
Pontiac 

$33,000**     ff 

$52,000       an 

$115,000      w 

$92,600        a 

$42,000       sc 

$27,000       au 

Beecham 
Block  Drug 

$70,000         c 

Reynolds 

Metal 
Amer.  Gas 

$50,500       si 

Voice  of 

Candid 

New  Loretta 

David 

Brinkley's 

Journal 

Bristol-Myers 
Mobil  Oil 

Firestone 

Camera 

Young  Show 

Plymouth 

Kimberly- 

10:00 

Firestone 

Tire 
&  Rubber 

$45,000      mu 

Bristol-Myers 
Lever 

$33,000       au 

Du  Pont 
Show  of  the 

Ben  Casey 

Alberto-Culver 

Bristol-Myers 

Bulova 

Lever 
Toni 

$41,000       sc 

PPG 

Douglas  Fir 

Plywood 

$30,500         n 

Sunbeam 
Whitehall 

$76,000         a 

Garry  Moore 
Show 

Clark 
$97,500       an 

Naked  City , 

Howard  K. 

Week 

Lincoln- 
Mercury 

Bell  &  Howell 

Oldsmobile 

Participating 

10:30 

Smith 

What's  My 

Du  Pont 

Noxzema 

Stump 

Close-Up 

S.  C.  Johnson 

Chet  Huntley 

News  and 

Line 

Pharmacraft 

The  Stars 

Bell  &  Howell 

R.  J.  Reynolds 

Reporting 

Comment 

Sunbeam 

$49,000         n 

Nationwide 

Kellogg 
J.  B.  Williams 

P&G 

Ralston-Purina 

no  net  service 

alternate  with 
Sid  Caesar/ 

Mentholatum 

Insurance 

Edie  Adams 

$16,500         n 

$34,000       au 

$75,000       an 

$89,300      md 

$24,000       au 

Cons.  Cigar    c 

$105,000       v 

$19,800         n 

$93,300 

refer  to  avcraeo  cost  for  programs  only.     These  are  net  prices   (agency  commission   not   Included).     *Do   not   charge    for    reruns      ••Package    prlo  arcltl    minute 

im  and   time).     Program   types   are   Indicated  as  follows:    (a)    Adventure,    (ac)    Animated    Comedy,    (an)    Anthology,    (au)     Audience    Pari lcipat Ion    and    Quiz,     (c)    Comedy. 


I2o      >l<IION     rwo 


fall  1962-63  season  with  average  net  costs 


! 

Be] 


ESDAY 

CBS  NBC 


Ui 


50,000         n 


Mi 


:.:: 


:::.' 


BS  Reports 

'articipating 


Dobie  Gillis 
Colgate 

40,500       sc 


Beverly 
Hillbillies 

Kellogg 
.  J.  Reynolds 

43,000       sc 


The 
ick  Van  Dyke 
Show 


P&G 
12,000       sc 


U.  S.  Steel 
Hour 

U.  S.  Steel 

80,000       an 

alternates 
with 

Armstrong 
ircle  Theatre 

Armstrong 
Cork 

80,000       an 


The  Virginian 

19 
Participating 
Advertisers 


$180,800      w 


Perry  Como's 

Kraft  Music 

Hall 

Kraft 


$110,000 


The  11th 
Hour 

Menley  & 

James 

Warner 

Lambert 

Sperry  Rand 

Texaco 

P&G 

Timex 

Chrysler 

Chesebrough- 

Ponds 
Amer.  Motors 

$92,500      md 


THURSDAY 

ABC  CBS  NBC 


Adventures  of 
Ozzie  & 
Harriet 

Am.  Dairy 
Plymouth 
Warner- 
Lambert 
$44,600       sc 


Donna  Reed 
Show 

Campbell  Soup 

National 

Biscuit  Co. 

$66,300*      sc 


Leave  It 
To  Beaver 


Participating 
advertisers 


sc 


My  Three 
Sons 

Chevrolet 
$59,600*      sc 


McHale's 
Navy 

R.  J.  Reynolds 


Mister  Ed 


Studebaker 


$31,800*      sc 


Perry  Mason 

Participating 


$86,300      my 


The  Nurses 

Whitehall 

Johnson  & 

Johnson 

Brown  & 

Williamson 


$62,500         c  $87,800        dr 


Alcoa 
Premiere 

Alcoa 


alternate  with 


Premiere 

Ed.  Dalton 

Polaroid 

R.  J.  Reynolds 

Wander  Co. 

Armour 
Mobile  Oil 

$90,000       an 


Alfred 
Hitchcock 

Participating 


$85,000       my 


Wide 
Country 

Liggett  & 

Myers 

Texaco 
P&G 

Schick 

Frito 
Union  Carbide 
Bristol-Myers 
Chesebrough- 

Ponds 
Mentholatum 

Mennen 
Amer.  Motors 

$92,000        w 


Dr.  Kildare 

Alberto-Culver 
Colgate 
Singer 

Sterling  Drug 
Liggett  & 
Myers 
Warner- 
Lambert 


;,000      md 


Hazel 
Ford 

$43,000       sc 


Andy  Williams 
Show 

Am.  Home 
Products 
Kimberly 

Clark 
Noxzema 
Liggett  & 

Myers 
Miles  Labs 

Polaroid 
Sperry  Rand 


$90,000 


FRIDAY 

ABC  CBS  NBC 


The 
Gallant  Men 

Participating 


$89,900 


Flintstones 

Best  Foods 

Ludens 

Am.  Motors 

Welch 

N.  Am.  Philips 

$79,000*      ac 


I'm  Dickens- 
He's  Fenster 

Cons.  Cigar 
P&G 

$55,000*      sc 


77  Sunset 
Strip 

Participating 


$93,800 


no  net  service 


Rawhide 
Participating 


$86,300        w 


Route  66 

Chevrolet 

Philip  Morris 

Sterling 


$95,000 


Fair 
Exchange 

Participating 


$80,000       sc 


Eyewitness 

Participating 


$25,000         n 


International 
Showtime 

Miles  Labs 

7-Up 
Quaker  Oats 
Sperry  Rand 

Timex 
Am.  Motors 

PPG 
Mentholatum 


$110,000 


Sing  Along 
with  Mitch 


P.  Ballantine 
R.  J.  Reynolds 

Buick 


$102,300    mu 


Don't  Call  Me 
Charlie 

Scott  Paper 
B&W 

$43,500       sc 


Jack  Paar 
Show 

12 
Participating 
advertisers 


$97,000 


SATURDAY 

ABC  CBS  NBC 


Roy  Rogers- 
Dale  Evans 

Amer.  Chicle 
Bristol-Myers 

Bulova 
Carter  Prod. 
Dodge 
Goodyear 
Plymouth- 
Valiant 
U.  S.  Rubber 


$79,700 


Mr.  Smith 

Goes  To 

Washington 

Edward  Dalton 
R.  J.  Reynolds 
Norwich 

$47,000        sc 


Lawrence 
Welk 

Block  Drug 

J.  B.  Williams 

Whitehall 


$54,000      mu 


Fight  of  the 
Week 


Gillette 


$60,000       sp 


Saturday 
Sports  Final 
sp 


Jackie 
Gleason's 
American 

Scene 
Magazine 

Participating 


$94,300 


Defenders 

Speidel 
Lever 

All  State 
B&W 


$86,000        dr 


Have  Gun 
Will  Travel 

Amer.  Tobacco 
Whitehall 

$50,000        w 


Gunsmoke 

P&G,  General 
Foods,  J&J, 

Alberto-Culver 
Gen.  Foods 


$93,900        w 


Sam    Benedict 

14 
Participating 
Advertisers 


$92,000       dr 


Joey  Bishop 
Show 

P.  Lorillard 
P&G 

$41,000       sc 


Saturday 

Night  at 

the  Movies 

19 
Participating 
Advertisers 


$34,000'  •     ff 


lirama.    <d>    Documentary    and    Nem      if!)    Feature    Film.     (1)    Interviews,     (md)     Medial  Prima,    (mu)   Music,    (my)   Mvsten  N  Situation  i 

'*p)   9(>ori5      v)  Variety,  (w)  WeaUrm. 


\l  \Kkl   I     (.1  !I>K        129 


1962-63  tv  color  markets  of  the  U.S. 

Stations  listed  are  capable  of  transmitting  color  programs  of  network  origination.  In  addition,, 
capacity  for  local  origination  of  either  live  broadcasts  or  film  is  indicated.  Based  on  informa- 
tion supplied  by  the  three  networks  and  RCA. 


ABC  TELEVISION 


City 

Station 

Local  Origination 
Live         Film 

Aberdeen,  S.  D. 

KXAB-TV 

Ada,  Okla. 

KTEN 

Albany,  Ga. 

WALB-TV 

Altoona,  Pa. 

WFBG-TV 

Asheville,  N.  C.-Greenville- 
Spartanburg,  S.  C. 

WLOS-TV 

Augusta,  Ga. 

WJBF 

Austin,  Tex. 

KTBC-TV 

Bangor,  Me. 

WABI-TV 

WLBZ-TV 

Baton  Rouge,  La. 

WBRZ 

Beaumont,  Tex. 

KFDM-TV 

Big  Springs,  Tex. 

KEDY-TV 

• 

Binghamton,  N.  Y. 

WNBF-TV 

Birmingham,  Ala. 

WBRC-TV 

Boise,  Ida. 

KTVB 

Boston,  Mass. 

WNAC-TV 

Bristol,  Va.-Johnson 
Tenn. 

City, 

WCYB-TV 

• 

Buffalo,  N.  Y. 

WKBW-TV 

Casper,  Wyo. 

KTWO-TV 

Charleston,  S.  C. 

WUSN-TV 

Charleston,  W.  Va. 

WCHS-TV 

Charlotte,  N.  C. 

WSOC-TV 

WBTV 

•            • 

Chicago,  III. 

WBKB 

• 

Cincinnati,  0. 

WKRC-TV 

Cleveland,  0. 

WEWS 

Colorado  Springs,  Colo. 

KR  DO-TV 

Columbia,  S.  C. 

WIS-TV 

Columbus,  Ga. 

WTVM 

Corpus  Christi,  Tex. 

KRIS-TV 
KZTV 

Dallas-Fort  Worth,  Tex. 

WFAA-TV 

• 

Dayton,  0. 

WLW-D 

Des  Moines,  la. 

WOI-TV 

Detroit,  Mich. 

WXYZ-TV 

• 

Duluth,  Minn. -Super 
Wis. 

ior, 

KDAL-TV 

WDSM-TV 

Durham-Raleigh,  N. 

C. 

WTVD 

Eau  Claire,  Wis. 

W  EAU -TV 

El  Dorado,  Ark. 

KTVE 

Erie,  Pa. 

WICU-TV 

Eugene,  Ore. 

KEZI-TV 

Evansville,  Ind. 

WTVW 

• 

Fairmont,  W.  Va. 

WJPB 

Flint,  Mich. 

WJRT 

Fresno,  Cal. 

KJEO-TV 

• 

City 

Station 

Local  Origination 
Live         Film 

Grand  Forks,  N.  D. 

KNOX-TV 

Grand  Rapids,  Mich. 

WOOD-TV 

Green  Bay-Marinette,  Wis. 

WLUK-TV 

Greensboro,  N.  C. 

WFMY-TV 

Greenville,  N.  C. 

WNCT 

.. 

Harrisburg,  Pa. 

WTPA 

.. 

Harrisonburg,  Va. 

WSVA-TV 

Hattiesburg,  Miss. 

WDAM-TV 

Honolulu,  Hawaii 

KHVH-TV 

• 

Houston,  Tex. 

KTRK-TV 

•            • 

Indianapolis,  Ind. 

WLW-I 

• 

Jackson,  Miss. 

WLBT 

Jacksonville,  Fla. 

WFGA-TV 

• 

■ 

WJXT 

Joplin,  Mo. 

KODE-TV 

Kalamazoo,  Mich. 

WKZO-TV 

i 

» 

Kansas  City,  Mo. 

KMBC-TV 

Kearney,  Neb. 

KHOL-TV 

Lake  Charles,  La. 

KPLC-TV 

Lebanon,  Pa. 

WLYH-TV 

Lima,  Ohio 

Wl  MA-TV 

Los  Angeles,  Cal. 

KABC-TV 

• 

Louisville,  Ky. 

WAVE-TV 

Lubbock,  Tex. 

KDUB-TV 

Macon,  Ga. 

WMAZ-TV 

Madison,  Wis. 

WKOW-TV 

Meridian,  Miss. 

WTOK-TV 

Milwaukee,  Wis. 

WITI-TV 

Monroe,  La. 

KNOE-TV 

Montgomery,  Ala. 

WS  FA-TV 

Muncie,  Ind. 

WLBC-TV 

New  Haven,  Conn. 

WNHC-TV 

• 

New  York,  N.  Y. 

WABC-TV 

• 

Norfolk,  Va. 

WVEC-TV 

.. 

Oklahoma  City-Enid,  Okla. 

KOCO-TV 

Omaha,  Neb. 

WETV 

Parkersburg,  W.  Va. 

WTAP-TV 

.. 

Peoria.  III. 

WTVH 

.. 

Philadelphia,  Pa. 

WFIL-TV 

•            • 

Phoenix,  Ariz. 

KTVK 

• 

Pittsburg,  Kan. 

KOAM-TV 

.. 

Pittsburgh,  Pa. 

WTAE 

.. 

Plattsburgh,  N.  Y.- 
Burlington, Vt. 

WPTZ 

Providence,  R.  1. 

WJAR-TV 

WPRO-TV 

.. 

Quincy,  III. 

WG  EM-TV 

• 

Quincy,  lll.-Hannibal,  Mo. 

KHQA-TV 

.. 

Raleigh,  N.  C. 

WRAL-TV 

• 

Redding,  Cal. 

KVIP-TV 

.. 

Reno,  Nev. 

KOLO-TV 

.. 

130      SECTION    rWO 


City 


Station 


Local  Origination 
Live         Film 


Richmond,  Va. 

WRVA-TV 

• 

Rochester,  N.  Y. 

WHEC-TV 
WROC-TV 

.. 

.. 

Rockford,  III. 

WREX-TV 

• 

Rock  Island,  III. 

WHBF-TV 

Roswell,  N.  M. 

KSWS-TV 

Sacramento-Stockton,  Cat. 

KOVR 

Salisbury,  Md. 

WBOC-TV 

Salt  Lake  City,  Utah 

KCPX 

San  Antonio,  Tex. 

KONO-TV 

San  Diego,  Cal. -Tijuana, 
Mex. 

XETV 

San  Francisco,  Cal. 

KGO-TV 

• 

San  Jose,  Cal. 

KNTV 

Santa  Barbara,  Cal. 

KEY-TV 

Savannah,  Ga. 

WTOC-TV 

WSAV-TV 

Scranton-Wilkes  Barre,  Pa. 

WNEP-TV 

Seattle,  Wash. 

KOMO-TV           • 

• 

Shreveport,  La. 

KSLA-TV 

• 

Shreveport,  La. 

KTBS-TV 

Sioux  City,  la. 

KTIV 

KVTV 

Sioux  FaNs,  S.  D. 

KELO-TV 

KSOO-TV 

Spokane,  Wash. 

KREM-TV 

• 

Springfield,  Mo. 

KYTV 

Steubenville,  Ohio 

WSTV-TV 

Sweetwater-Abilene,  Tex. 

KPAR-TV 

• 

Syracuse,  N.  Y. 

WSYR-TV 

• 

Terre  Haute,  Ind. 

WTHI-TV 

Texarkana,  Ark.-Tex. 

KTAL-TV 

Thomasville,  Ga. 

WCTV 

Toledo,  Ohio 

WSPD-TV 

Traverse  City,  Mich. 

WPBN-TV 

Utica,  N.  Y. 

WKTV 

Washington,  D.  C. 

WMAL-TV 

Wichita,  Kan. 

KAKE-TV 

Wichita  Falls,  Tex. 

KSWO-TV 

• 

Wilmington,  N.  C. 

WECT 

Winston-Salem,  N.  C. 

WSJS-TV 

.. 

Zanesville,  Ohio 

WHIZ-TV 

CBS  TELEVISION 

EASTERN  TIME  ZONE 


New  York 

WCBS-TV 

• 

• 

Albany 

W-TEN 

.. 

Altoona 

WFBG-TV 

Atlanta 

WAGA-TV 

• 

Baltimore 

WMAR-TV 

• 

Bangor 

WABI-TV 

Binghamton 

WNBF-TV 

Boston 

WHDH-TV 

• 

• 

Buffalo 
Charleston.  S.  C. 

WBEN-TV 
WCSC-TV 

• 

• 

Charlotte 

WBTV 

• 

• 

Chattanooga 

WDEF-TV 

Cincinnati 

WCPO-TV 

.. 

Clarksburg,  W.  Va. 

WBOY-TV 

.. 

Cleveland 

WiW-TV 

Columbia,  S.  C. 

WNOK-TV 

.. 

City 


Station 


Local  Origination 
Live         Film 


Columbus,  Ga. 

WRBL-TV 

Columbus,  Ohio 

WBNS-TV 

Dayton 

WHIO-TV 

Detroit 

WJBK-TV             • 

• 

Durham 

WTVD 

Erie 

WSEE 

Florence,  S.  C. 

WBTW 

Greensboro 

WFMY-TV 

.. 

Greenville,  N.  C. 

WNCT 

.. 

Harrisburg 

WHP-TV 

.. 

Harrisonburg 

WSVA-TV 

.. 

Hartford 

WTIC 

.. 

Huntington,  W.  Va. 

WHTN-TV 

Indianapolis 

WISH-TV 

• 

Jacksonville 

WJXT-TV 

Kalamazoo 

WKZO-TV 

• 

Knoxville 

WBIR-TV 

.. 

Lancaster 

WGAL-TV            • 

• 

Lansing 

WJIM-TV 

• 

Macon 

WMAZ-TV 

• 

Miami 

WTVJ                    • 

• 

Norfolk 

WTAR-TV 

• 

Orlando 

WDBO-TV 

Philadelphia 

WCAU-TV 

• 

Pittsburgh 

KDKA-TV 

.. 

Portland,  Me. 

WGAN-TV 

Providence 

WPRO-TV 

.. 

Richmond 

WTVR 

• 

Roanoke 

WDBJ-TV 

• 

Rochester 

WHEC-TV 

Saginaw 

WKNX-TV 

.. 

Savannah 

WTOC-TV 

Scranton 

WDAU-TV 

Spartanburg 

WS  PA-TV 

Steubenville 

WSTV 

Syracuse 

WHEN-TV 

Tampa 

WTVT 

• 

Thomasville 

WCTV 

Toledo 

WTOL-TV 

Washington,  D.  C. 

WTOP-TV 

• 

Youngstown 

WKBN-TV 

CENTRAL  TIME  ZONE 
Austin                                    KTBC-TV 

Beaumont 

KFDM-TV 

Cape  Girardeau 

KFVS-TV 

Cedar  Rapids 

WMT-TV 

Champaign 

WCIA 

Chicago 

vVBBM-TV 

Corpus  Christi 

KZTV 

.. 

Dallas 

KRLD-TV 

• 

Des  Moines 

KRNT-TV 

Dothan 

WTVY 

Duluth 

KDAL-TV 

Evansville 

WEHT 

.. 

Fort  Smith 

KFSA-TV 

Fort  Wayne 

WANE-TV 

Green  Bay 

WB  AY-TV 

.. 

Houston 
Harlingen 

KGBT-TV 
KHOU-TV 

•• 

Jackson,  Miss. 

WITV 

• 

Jefferson  City 

KRCG-TV 

.. 

M  IRKET      I  EK      131 


Local  Origination 
Station            Live        Film 

Joplin 

KODE 

Kansas  City 

KCMO-TV            •            • 

Lafayette,  la 

KLFY-TV 

Lincoln 

KOLN-TV 

Little  Rock 

KTHV 

Louisville 

WHAS-TV 

Lubbock 

KDUB-TV 

• 

Madison 

WISC-TV 

• 

Marquette 

WLUC-TV 

Mason  City 

KGLO-TV 

Memphis 

WREC-TV 

Meridian 

WTOK-TV 

Milwaukee 

WISN-TV 

< 

> 

Minneapolis 

WCCO-TV 

Minot 

KXMC-TV 

Mobile 

WKRG-TV 

Monroe 

KNOE-TV 

Montgomery 

WCOV-TV 

Nashville 

WLAC-TV 

New  Orleans 

WWL-TV 

4 

I 

Oklahoma  City 

KWTV 

Omaha 

WOW-TV 

Ottumwa 

KTVO 

Peoria 

WMBD-TV 

Quincy 

KHQA-TV 

Rapid  City,  S.  D 

KOTA-TV 

Rock  Island 

WHBF-TV 

Rockford 

WREX-TV 

« 

► 

San  Antonio 

KENS-TV 

Shreveport 

KS  LA-TV 

Sioux  City 

KVTV 

Sioux  Falls 

KELO-TV 

South  Bend 

WSBT-TV 

Springfield,  Mo. 

KTTS-TV 

. 

St.  Louis 

KMOX-TV 

Sweetwater 

KPAR-TV 

< 

► 

Terre  Haute 

WTHI-TV 

Topeka 

WIBW-TV 

Tulsa 

KOTV 

Valley  City 

KXJB-TV 

< 

1 

Waco 

KWTX-TV 

Wausau 

WSAU-TV 

Wichita 

KTVH 

Wichita  Falls 

KSYD-TV 

Albuquerque 

MOUNTAIN  TIME  ZONE 

KGGM-TV 

Casper 

KTWO-TV 

Cheyenne 

KFBC-TV 

Denver 

KLZ-TV 

El  Paso 

KROD-TV 

Phoenix 

KOOL-TV 

Roswell 

KSWS-TV 

Salt  Lake  City 

KSL-TV 

Tucson 

KOLD-TV 

Chico 
Eureka 

PACIFIC  TIME  ZONE 

KHSL-TV 
Kl  EM-TV 

Fresno 

KFRE-TV 

Los  Angeles 

KNXT                    •            • 

Portland,  Ore. 

KOIN-TV 

City 

Station 

Local  Origination 
Live         Film 

Reno 

KOLO-TV 

Sacramento 

KXTV 

• 

Salinas 

KSBW-TV 

San  Diego 

KFMB-TV 

San  Francisco 

KPIX-TV 

• 

Seattle 

KIRO-TV 

• 

Spokane 

KXLY-TV 

Yakima 

Kl  MA-TV 

Decatur,  Ala. 

EMP  NETWORK 

WMSL-TV 

Ephrata 

KBAST-TV 

Goodland,  Kan. 

KBLR-TV 

Laredo 

KGNS-TV 

Las  Vegas,  Nev. 

K  LAS-TV 

Lewiston 

KLEW-TV 

Lufkin,  Texas 

KTRE-TV 

Parkersburg 

WTAP 

Pasco 

KEPR-TV 

NBC  TELEVISION 


Aberdeen,  S.  D. 

KXAB-TV 

Abilene,  Tex. 

KRBC-TV 

Albany,  Ga. 

WALB-TV 

Albuquerque,  N.  M. 

KOB-TV 

Alexandria,  La. 

KALB-TV 

Alexandria,  Minn. 

KCMT 

Amarillo,  Tex. 

KGNC-TV 

Ardmore,  Okla. 

KXII-TV 

. 

Atlanta,  Ga. 

WSB-TV 

• 

Augusta,  Ga. 

WJBF 

Austin,  Tex. 

KTBC-TV 

Bakersfield,  Cal. 

KERO-TV 

. 

Baltimore,  Md. 

WBAL-TV 

Bangor,  Me. 

WLBZ-TV 

Baton  Rouge,  La. 

WBRZ 

Beaumont-Pt.  Arthur,  Tex. 

KPAC-TV 

Billings,  Mont. 

KGHL-TV 

Binghamton,  N.  Y. 

WINR-TV 

Birmingham,  Ala. 

WAPI-TV 

Bismarck,  N.  D. 

KFYR-TV 

Bluefield,  W.  Va. 

WHIS-TV 

Boise,  Idaho 

KTVB 

Boston,  Mass. 

WBZ-TV 

Bristol,  Va. -Johnson  City, 
Tenn. 

WCYB-TV 

• 

Buffalo,  N.  Y. 

WGR-TV 

Butte,  Mont. 

KXLF-TV 

Casper,  Wyo. 

KTWO-TV 

Champaign-Urbana,  III. 

WCHU-TV 

Charleston,  S.  C. 

WCIV-TV 

Charlotte,  N.  C. 

WSOC-TV 

Chattanooga,  Tenn. 

WRGP-TV 

Cheyenne,  Wyo. 

KFBC-TV 

Chicago,  III. 

WNBQ 

•            • 

Cincinnati,  Ohio 
Clarksburg,  W.  Va. 

WLW-T 
WBOY-TV 

•            • 

Cleveland,  Ohio 

KYW-TV 

. 

Columbia,  Mo. 

KOMU-TV 

Columbia,  S.  C. 

WIS-TV 

Columbus,  Ohio 

WLW-C 

. 

J  32      SECT101S    TWO 


City 


Station 


Duluth,   Minn. -Superior, 

Wis. 
Durham-Raleigh,  N.  C. 
Eau  Claire,  Wis. 
El  Dorado,  Ark.-Monroe,  La. 
El  Paso,  Tex. 
Eugene,  Ore. 
Coos  Bay,  Ore. 
Evansville,  Ind. 
Fargo,  N.  D. 
Florence,  Ala. 
Fort  Dodge,  Iowa 

Fort  Smith,  Ark. 

Fort  Wayne,  Ind. 


WDSM-TV 


Fort  Worth-Dallas,  Tex. 
Fresno,  Cat. 


WTVD 

WEAU-TV 

KTVE 

KTSM-TV 

KVAL-TV 

KC  BY-TV 

WFIE-TV 

WDAY-TV 

WOWL-TV 

KQTV 

KFSA-TV 

WKJG-TV 

W  BAP-TV 

KMJ-TV 


Houston,  Tex. 


KPRC-TV 


Huntington-Charleston, 

W.  Va.       

Indianapolis,  Ind. 
Jackson,  Miss. 
Jacksonville,  Fla. 


WSAZ-TV 


WFBM-TV 


WLBT 


Johnstown,  Pa. 
Kansas  City,  Mo. 
Knoxville,  Tenn. 
Lake  Charles,  La. 
Lancaster-Harrisburg-York, 


WFGA-TV 
WJAC-TV 


WDAF-TV 


WATE-TV 
KPLC-TV 


Los  Angeles,  Cal. 


KRCA 


Local  Origination 
Live         Film 


Corpus  Christi,  Tex.               KRIS-TV 

Davenport,  Iowa                      WOC-TV 

. 

Dayton,  Ohio                           WLW-D 

. 

Daytona  Bch.-Orlando,  Fla.  WESH-TV 

. 

Denver,  Colo.                          KOA-TV 

.. 

Des  Moines,  Iowa                   WHO-TV 

• 

Detroit,  Mich.                         WWJ-TV 

• 

Grand  Junction,  Colo. 

KREX-TV 

Grand  Rapids,  Mich. 

WOOD-TV 

Great  Bend,  Kans. 

KCKT-TV 

Great  Falls,  Mont. 

KRTV 

Green  Bay,  Wis. 

WFRV-TV 

Greenville-Spartanburg, 
S.  C. 

WFBC-TV 

Harrisonburg,  Va. 

WSVA-TV             

Hartford-New  Britain, 
Conn. 

WHNB-TV 

Hastings-Kearney,   Neb. 

KHAS-TV 

Hattiesburg-Laurel,  Miss. 

WDAM-TV 

Honolulu,  Hawaii 

KONA 

Pa. 

WGAL-TV 

• 

Lansing-Onondaga,  Mich. 

WILX-TV 

Laredo,  Tex. 

KGNS-TV 

Las  Vegas-Henderson,  Nev. 

KLRJ-TV 

Lexington,  Ky. 

WLEX-TV 

Lima,  Ohio 

Wl  MA-TV 

Little  Rock,  Ark. 

KARK-TV 

Louisville,  Ky. 

WAVE-TV 

•           • 

Lubbock,  Tex 

KCBD-TV 

Lufkin,  Tex. 

KTRE-TV 

Madison,  Wis. 

WMTV 

. 

Medford,  Ore. 

KM  ED-TV 

.. 

Memphis,  Tenn. 

WMCT 

. 

Miami,  Fla. 

WCKT 

• 

City 


Station 


Local  Origination 
Live         film 


Midland-Odessa,  Tex. 

KM  ID-TV 

Milwaukee,  Wis. 

WTMJ-TV 

• 

• 

Minneapolis-St.  Paul,  Minn 

KSTP-TV 

• 

• 

Minot,  N.  D. 

KMOT-TV 

Mobile,  Ala.-Pensacola,  Fla 

WALA-TV 

Montgomery,  Ala. 

WSFA-TV 

Muncie,  Ind. 

WLBC-TV 

Nashville,  Tenn. 

WSM-TV 

• 

New  Orleans,  La. 

WDSU-TV 

• 

• 

New  York,  N.  Y. 

WNBC-TV 

• 

• 

Norfolk-Portsmouth,  Va. 

WAVY-TV 

• 

North  Platte,  Neb. 

KNOP-TV 

Oklahoma  City,  Okla. 

WKY-TV 

• 

• 

Omaha,  Neb. 

KMTV 

• 

• 

Paducah-Cape  Girardeau- 
Harrisburg,  Ky. 

WPSD-TV 

Palm  Beach,  Fla. 

WPTV 

Panama  City,  Fla. 

WJHG-TV 

Parkersburg,  W.  Va. 

WTAP-TV 

Peoria,  III. 

WEEK-TV 

Philadelphia,  Pa. 

WRCV-TV 

• 

• 

Phoenix-Mesa,  Ariz. 

KTAR 

Pittsburg,  Kan.-Joplin,  Mo. 

KOAM-TV 

Pittsburgh,  Pa. 

WIIC 

Plattsburgh,  N.  Y.- 
Burlington, Vt. 

WPTZ 

Portland,  Me. 

WCSH-TV 

Portland,  Ore. 

KGW-TV 

• 

• 

Providence,  R.  1. 

WJAR-TV 

Pueblo-Colo.  Springs,  Colo. 

KOAA-TV 

Quincy,  III. -Hannibal,  Mo. 

WGEM-TV 

• 

Reno,  Nev. 

KCRL 

• 

Richmond-Petersburg,  Va. 

WXEX-TV 

• 

Roanoke,  Va. 

WSLS-TV 

•« 

• 

Rochester,  Minn. 

K  ROC-TV 

.. 

Rochester,  N.  Y. 

WROC-TV 

Rockford,  III. 

WTVO 

Roswell,  N.  M. 

KSWS-TV 

Sacramento,  Cal. 

KCRA-TV 

.. 

• 

Saginaw-Bay  City,  Mich. 

WNEM-TV 

• 

Salinas-Monterey,  Cal. 

KSBW-TV 

.. 

•■ 

Salt  Lake  City,  Utah 

KUTV 

.. 

• 

San  Antonio,  Tex. 

WOAI-TV 

• 

• 

San  Diego,  Cal. 

KOGO-TV 

.. 

• 

San  Francisco,  Cal. 

KRON-TV 

• 

• 

Santa  Barbara,  Cal. 

KEY-T 

.. 

Savannah,  Ga. 

WSAV-TV 

.. 

Schenectady,  N.  Y. 

WRGB 

.. 

• 

Seattle-Tacoma,  Wash. 

KING-TV 

• 

Shreveport-Texarkana,  La. 

KTAL-TV 

•• 

•• 

Sioux  City,  la. 

KTIV 

•■ 

Sioux  City,  Iowa 

KSOO-TV 

South  Bend-Elkhart,  Ind. 

WNDU-TV 

Spokane,  Wash. 

KHQ-TV 

• 

Springfield-Decatur,  III. 

WICS 

.. 

.. 

Springfield-Holyoke,  Mass. 

WWLP 

.. 

• 

Springfield,  Mo. 
St.  Louis,  Mo. 

KYTV 

KSD-TV 

• 

Syracuse,  N.  Y. 

WSYR-TV 

.. 

• 

Tampa-St.  Petersburg,  Fla. 

WF  LA-TV 

.. 

• 

Temple-Waco,  Tex. 

KCEN-TV 

.. 

Traverse  City.  Mich. 

WPBN-TV 

m  \i;k  i  ' 


Tucson,  Ariz. 

KVOA-TV 

Tulsa,  Okla 

KVOO-TV 

• 

Twin  Falls,  Idaho 

KLIX-TV 

Tyler,  Tex. 

KLTV 

Utica,  N.  Y. 

WKTV 

Weslaco,  Tex. 

KRGV-TV 

Wheeling,  W.  Va. 

WTRF-TV 

Wichita,  Kans. 

KARD-TV 

• 

• 

Wichita  Falls,  Tex. 

KFDX-TV 

• 

Local  Origination 
City  Station  Live         Film 

on,  / 

i,  OK 

Fall 

,  Te> 

iTn. 

Washington,  D.  C.  WRC-TV  • 

Washington-Greenville, 

N.  C. WITN-TV 

Waterloo-Cedar  Rapids, 

Iowa KWWL-TV 

eslaco,  Tex.  KRGV-TV 

heeling,  W.  Va.  WTRF-TV 

ichita,  Kans.  KARD-TV 

ichita  Falls,  Tex.  KFDX-TV 

Wilkes  Barre-Scranton,  Pa.  WBRE-TV  •       __•_ 

Wilmington,  N.  C. WECT  ..  .. 

Winston  Salem-Greensboro, 

N.  C. WSJS-TV 

Yakima,  Wash.  K I  MA-TV  ..  .. 

Youngstown,  Ohio  WFMJ-TV  ..  .. 

Yuma,  Ariz.  KIVA-TV  ~T~        .. 

Zanesville,  Ohio      WHIZ-TV 

INDEPENDENT  STATIONS 

Chicago,  III. WGN-TV             •  • 

Hartford,  Conn. WHCT ^_  __. 

Los  Angeles,  Cal.  KCOP-TV           ..  .. 

Los  Angeles,  Cal.  KTLA •_  • 

Los  Angeles,  Cal.  KTTV  .. 

Minneapolis,  Minn.  KMSP-TV 

New  York,  N7yT~  WOR-TV              .  • 

New  York,  N.  Y.  WPIX .. 

Phoenix,  Ariz.  KPHO-TV  .. 

St.  Louis,  Mo.  KPLR-TV         __„ •_ 

San  Francisco,  Cal.  KTVU ^_  • 

Tupelo,  Miss.  WTWV ^_  .. 

Washington,  D.  C.  WTTG-TV 

ADVERTISERS'    INDEX 

RCA  ELECTRONIC  PRODUCTS  3rd  cover 

KCMO    BROADCASTING    57 

KFDM-TV  17 

KRON-TV   103 

KTVH-TV    119 

KTVU-TV    4 

W  ALA-TV   71 

WALB-TV  12 

WAPI-TV  4th  cover 

WBAL-TV  1st  cover 

WCCA-TV   33 

WCCO-TV  69 

WCTV  125 

WFBC-TV   49 

WFLA-TV    126 

WIIDH-TV     21 

WJAR-TV    91 

WKBW-TV    23 

WLAC-TV   73 

WMAR-TV  15 

"WMCT    65 

WNEM-TV  43 

WOC-TV   3 

WOK-TV  77 

WROC-TV     97 

WSB-TV    11 

\\  SBT-TV   107 

WSJS-TV  127 

\\  SLS-TV    95 

WSOC-TV  2ml  cover 

WTAE-TV  87 

WTVT     113 

WTVY  123 


facts  you 
should  know 
about 

WTVY 

DOTHAN,  ALA. 


TOWER: 


WTVY's  new  tower  is  the  tallest 
in  Alabama  ...  it  stands  1209 
feet  above  the  ground;  1549 
feet  above  sea  level. 


POWER: 


Operating  on  Channel  4  with 
100,000  watts  WTVY  serves  ap- 
proximately   200,000    television 

homes. 

COVERAGE: 

In  WTVY's  coverage  area  there 
is  a  population  of  1,062,100  with 
261,700  total  homes  in  the  area. 
Our  signal  covers  48  counties — 
25  in  Georgia,  13  in  Alabama 
and  10  in  Florida.  Retail  sales 
in  1959  for  WTVY  viewers 
totaled   S824.295.000. 


SCHEDULE: 


WTVY  carries  the  best  of  CBS 
and  ABC  programming,  plus 
many  popular  local   features. 


WTVY 

DOTHAN.  ALA. 


Call:  THE  MEEKER  CO.,  National 
Reps;  SOUTHEASTERN  REPRESENT- 
ATIVES, Southern  Reps;  or  F.  E. 
BUSBY   at  SY   2-3195. 


134      SECTION    TWO 


The  Mark  of  COLOR  Leadership 


^ 


^ 


^m 


*7*'  ■ 


i- 


vkv? 


■^ 


<<»r 


•  • 


/ 


i 


Nearly  every  television  station  that  broadcasts 
live  color— does  it  with  an  RCA  color  camera. 
The  improved  model,  Type  TK-41C,  features 
precision  yokes,  prism  optics  and  stabilization 
of  all  critical  control  circuits.  These  features 
assure  precise  registration  of  colors  and  un- 
matched resolving  power.  The  result  is  living 
color  performance. 


The  Most  Trusted  Name  in  Television 


■ 


AGAIN  THIS 

FALL 


IN 

BIRMINGHAM 

THE 


CREAM 

'■^Ul      OF 

NBC  AND  CBS 

WILL  BE  ON 

WAPI- 


TO    MENTION    A      FEW: 


->- 


-:•• 


The  Defenders 
Bonanza 
Andy  Griffith 
Empire 

Danny  Thomas 
Show 

Huntley-Brinkley 
Lucille  Ball  Show 
Saints  and  Sinners 


-fe  Red  Skelton  Show 
<k  Dick  Powell  Show 
&  Garry  Moore  Show 
it  The  Virginian 
^  Jack  Benny  Show 
Perry  Como  Show 
it  Alfred  Hitchcock 
i$  Doctor  Kildare 
it  Hazel 


^  Sam  Benedict 
<k  Rawhide 
&  Sing  Along  With 
Mitch 

it  Perry  Mason 
Have  Gun,  Will 
Travel 

■&  Gunsmoke 

it  Route  66 


CHANNEL  13  •  BIRMINGHAM,  ALABAMA 

REPRESENTED  BY  HARRINGTON,  RIGHTER  AND   PARSONS,  INC. 


^GGva^ 


1962 

Utility 


SPONSOR 

THE  WEEKLY  MAGAZINE  RADIO/TV  ADVERTISERS  USE 


24  SEPTEMBER  1962— 40c  a  copy      $8  a  year 


TV  SPECIALS 
-SOME  BIG 
CHANGES    p-23 

How  a  radio  blitz 
swamped  bank's 
first  day         p.  33 


ROCHESTER'S 

NUMBER  ONE 

STATION 

HITS 


C.  E.  HOOPER,  INC.,  JULY-AUGUST  1962 

MONDAY-FRIDAY,  7  A.M. — 6  P.M. 

Uncontested  leader  in  all  month- 
ly Rochester  Hooper  Surveys 
since  June,  1962.  Uncontested, 
duringthe  same  period,  in  Pulse. 
Miles  ahead  in  adult  listenership. 


£ 


BLAIR 
GROUP 
PLAN 
MEMBER 


This  programming  did  it: 

l-MINUTE  EDITORIALS 

The  only  ones  broadcast  in  Rochester.  They  include 

station  campaigns  favoring  Foreign  Aid.  urging 

crosswalk  observance. encouraging  community  improvement 

l-MINUTE  SPANISH  LESSONS 

By  Dr.  D.  Lincoln  Canfield.  Chairman  of  University  of 
Rochester's  Department  of  Language  and  Linguistics. 

l-MINUTE  SERMONS 

In  the  voice  of  Rochester's  Dr.  Harold  J.  Drown  of 
Rochester's  3rd  Presbyterian  Church. 


l-MINUTE  POLITICAL  TALKS 

1304  of  them  during  the  current  campatgn- 
per  hour — all  sustaining. 


>ne  candidate 


LIVE  COVERAGE  OF  CITY  COUNCIL 

Also,  in  capsule  form.  And.  yes.  we  said  live. 

MUSIC  EXCHANGE  WITH  RADIO  MADRID 

Introduced,  in  English,  in  the  voice  of  Spanish  disc 
jockey  Pepe  Palau.  (Madrid  hears  Rochester's  top  tunes, 
introduced,  in  Spanish,  by  BBF  s  general  manager.) 

...AND,  OF  COURSE,  NEWS  COVERAGE  by 
5  EXPERIENCED,  EVER-TRAVELING  REPORTERS. 
AND  POPULAR  MUSIC  PRESENTED  BY  6  OF 
THE  CITY'S  MOST  SEASONED  BROADCASTERS. 

WBBF 


ROCHESTER,    NY 


Honorable  Chester  Kowal,  Mayor  of  the  City  of  Buffalo, 
hub  of  the  nation's  /."»//»  market 

May  I  take  this  opportunity  to  commend  WKBW  for  conceiving,  producing 
and  giving  to  the  people  of  Buffalo  this  beautiful,  moving  musical  tribute:  The 
Ballad  of  Buffalo. 

This  great  city  and  the  great  Niagara  Frontier  combine  the  finest  benefits  of  liv- 
ing, working  and  playing  for  its  over  L ,250,000  residents.  The  Ballad  of  Buffalo 
has  captured  in  words  and  music  the  exciting  drama  of  our  people  and  our 
institutions.  It  records  our  past  and  present  greatness  and  gives  promise  of  an 
even  greater  future.  My  sincere  compliments  to  Mr.  Herb  Mendelsohn  and  the 
entire  staff  at  WKBW  for  the  Ballad  of  Buffalo. 


Mayor  of  liujj'alo 


If    you   would    like    a    copy    of    Ballad    of    Buffalo    write    on    your    letterhead  to  Herbert  Mendelsohn,  Vice    President  and  General 
Manager    WKBW    RADIO,    1430   MAIN    STREET,    BUFFALO    9,    N .  Y.    A    Capital    Cities    Broadcasting    Corporation    Station. 


WPEN  wins  more  top  awards  for 
news  in  Associated  Press  Competition 
than  any  other  radio  station 
in  Pennsylvania  .  .  . 


REPRESENTED    NATIONALLY    BY    A.    M.    RADIO    SALES 


SPONSOR    21    SEPTEMBER    1962 


'SPONSOR 


SPONSOR-WEEK      News 


24  SEPTEMBER   1962 

Vol.  17  No.  39 


P.  9 


Top  of  the  News  p.  11,  12      Advertisers  p.  58      Agencies  p.  58 
Associations  p.  60      Tv  stations  p.  60      Radio  stations  p.  60      FM 
p.  60      Networks  p.  62      Representatives  p.  62      Film  p.  63      Public 
Service  p.  63      Equipment  p.  64      Station  transactions  p.  64 


SPONSOR-SCOPE      Behind  the  news 


COMMERCIAL  COMMENTARY       Computers 
KEY  STORIES 


P.  15 
P.  12 


TV   SPECIALS— SOME   BIG   CHANGES         ImiiIi   anniversary    ol    net- 
work specials  marked  l>\  drop  in  entertainmenl  specials  and  gains  in 

P.  23 


i lit-  numlHT  of  low  cosi  actualities. 


TV  FILM  MEN  BREAK  WITH  NAB  I  II.  representing  18  syndicators, 
to  have  exhibits  at  another  hotel  during  sessions  ol  NAB's  1963 
Chicago   convention.  p^    27 

REPS  NOW  WAIT  IN  A  ROCKING  CHAIR  Philadelphia  .id  agencj 
sympathizes  with  reps  who  must  wail  in  it-,  reception  room.  Solution? 
\  comfortable  rocker,  for  reps  only.  P.    28 

TV  AND  KIDS— FOR  GOODNESS  SAKE  !\  stations  help  youngsters 
arrange  fund-raising  parties  i<>  comh.it  musculai  dystrophy.  p#    30 

COLLECT  YOUR  $1  MILLION  CHECK  HERE  Spot  'blitz'  puts  ovei 
lk-miT  hank's  opi'iiing-da}  promo.  5,300  Nl  million  'checks'  given 
away.  P.    33 

HOW  DO  I  GET  AN  AGENCY  JOB?  Few  agencies  take  new  graduates, 
and  when  the)  do  lew  have  studied  advertising.  V.re  t lu  \  making  a 
mistake:-  p.     34 

NFL  TV  FOOTBALL  FOR  NFL  SLACKS  Stevens,  fabri<  maker,  pushes 
NFL  slacks  on  i\  and  radio  with  National  Fi  lotball  League  tie-in.    p_    37 

RESEARCH  'EM  WHERE  THEY  ARE  I  atham  Laird  takes  trailers  to 
supermarkets  and  sa\es  mone)  on  research.  Red-jacketed  stall  checks 
ad   claims    in   Chicago.  P#    39 


SPOT  SCOPE       Developments  i>i  tv   radio  sj><>t 


TIMEBUYER'S  CORNER      Inside  the  agencies 


P.  41 
P.  67 


WASHINGTON  WEEK      FCC,  FTC  and  Congress       P.  51 


SPONSOR  HEARS      Trade  trends  and  talk 


P.   52 


DEPARTMENTS    555  Fifth  p.  6      4-Week  Calendar  p.  6      Radio  Tv 

Newsmakers  p.  63      Seller's  Viewpoint  p.  66 

3P01  -   Ifl 

SPONSOR    PUBLICATIONS    INC     lined    with    TV    ®,    IV    s     Radio     |      I  SI  M     1:        I  litorlll. 

New  1  ( 

612    N     Michigan     1  I   1166       Blrn  ""  ire.    S  -       San 

Franclso    "'  il".  Yt"kon   l   891        Los  A  3088.    F  Intlng 

Office     3110  Dim    sve      Baltimon    U     Md      a  C  S.  $8  a  Canada   ?9  a   yea 

111  ■  yeai      Single   copies    IC       Printi  I  1    -  A     Published  weekly.    Second  class  postage  paid  at  Ba 


HOOPER 

CLOCKS 

SENSATIONAL 

KSO 

RATING   SPURT! 


NOW   TIED   FOR    1st! 

It    had    to    happen!    Unique    new 
programming  vigor  has  pushed  up 
KSO    neck    and    neck    with    I  >< 
Moines'    longtime     top-rater    Sta- 
tion   'R.'   The    new    look    in    Des 
Moines    radio  —  KSO    30.7,    Sta- 
tion 'R'  30.5,  Station  T   17.9. 
That's    a    56    per    cent    gain    for 
KSO   since    the    previous   Hooper, 
versus  a   13'  i    slide  for  Station  'R' 
and  a  14'  i    slide  for  Station  'I.' 
Computed  from  Hooper  Share  of 
Audience,  Mon.  thru   Fri.,  7  a.m. 
6  p.m. — July-August   1962. 

DES  MOINES  and  CENTRAL  IOWA 


LARRY  BENTSON     FRANK  McCIVERN    |OE  FLOYD 
President  Ccn    Mcr  Vicc-Prcs. 


Represented  by  H-R 


Midcontinent  Broadcasting  ('r><>uji 

KSO  radio  Dcs  Moines.  KELO-LAND  tv  and  radio 
Sioux  Falls.  S.  D. ;  WLOL  am,  tm  Minncapolis- 
St.   Paul:   WKOW  am   and   tv   Madison,  Wis. 


SPONSOR   24    SEPTEMBER    1962 


'555/  FIFTH 


Letters  to 
the  Editor 


NEWT    N'  BARRY 

Enclosed  you  will  find  a  cop)  ol  the 
texi    ol    my    Chicago   speech.      As 

you  will  sec.  my  comments  on  t\ 
were  entirely  in<  idem  a  I  to  the  main 
i  heme  of  the  spee<  h.  And.  ol  course, 
\on  will  find  dial  1  offered  no  pro- 
posals loi  solving  the  problem. 

Since  1  did  not  advocate  the 
methods  you  attribute  to  me.  I  can 
onl\  conclude  thai  you  were  "whol- 
ly misguided,  wholly  mistaken,  and 
wholly  insincere"  in  your  printed 
remarks  of  September  10.  (Com- 
mercial Commentary)  .—BARRY  GOLD- 
WATER,  United  States  Senate,  Washington,  D.C. 

Re:  Commercial  Commentary  10 
September.  It  makes  me  proud  to 
know  that  in  our  fraternitv  there 
aie  responsible,  outspoken  defend- 
ers of  the  American  wav.  Keep  'em 
((lining-  AMBERT  DAIL,  manager.  WGH, 
Norfolk,  Va. 


ANTI-DOG-EAT-DOG 

I  was  unhappy  to  note  in  Sponsor- 
Scope  (August  13)  the  suggestion 
that  spot  radio  salesmen  had  better 
muster  their  forces  to  counter- 
attack network  radio's  efforts  to 
obtain  the  Campbell  Soup  business 
The  ABC  Radio  Network,  foi  one. 
never  sells  against  spot  radio.  Net 
work's  competitors  are  the  othei 
national  media,  network  television 
and  national  magazines.  We  firmly 
believe  thai  the  advertiser's  basic 
marketing  reasons  foi  buying  spot 
ate  nm<  h  different  from  his  reason 
lot  buying  network,  and  rarely 
should  there  be  a  t  onflict. 

It   behooves  all  ol   radio  to  sell 

more  radio,  on  its  own  met  it  ol 
against    othei     media         Radio    will 

gel  nowhere  b\  the  dog-eat-dog 
theoi '  >>i  selling  against  itself.  VB( '. 
Radio  operates  on  thai  theory.  Ad- 

\i  1 1  isei  s  and  stations  know  it.  Pel 
haps  I  hat's  one  l  eason  why   we  ha\  e 

added  several  leading  stations  to 
om  netwoi  k  in  the  past  yeai  and 
perhaps  it's  a   teason   wh\   OU1    sales 


aie    18',    ahead  ol   last   scat  .—ROBERT 
R.  PAULEY,  president,  ABC  Radio.  New  York. 


THE  "NEW"  SPONSOR 

You  have  certainl)  lullilled  youi 
objectives  in  the  "new''  sponsor. 

The  changes  contribute  a  sur- 
prising  degree  ol   improvement   to 

a  format  which  was  good  as  was. 
—VIRGINIA  L.  GRIMES,  public  relation  direc- 
tor, Geyer,  Morey  &  Ballard,  New  York. 

Have  just  finished  reading  the  1<> 
September  edition  of  sponsor. 

Congratulations!  The  new  for- 
mat is  indeed  bright:  the  spot  news 
items  are  highlighted  effectively  in 
a  brief,  concise,  and  informative 
manner. 

1  am  thoroughly  delighted  with 
your  face-lifting  job.  Also  would 
like   to   request   fifteen   reprints   ol 


your  very  meaty  article,  "Airlines: 
Win   Spot    Radio  Can  Help."— LEE 

MORRIS,  sales  manager,  WSB,  Atlanta. 

SPONSOR  IS  ALWAYS  MUST 
READING  WITH  ME.  NOW 
YOUAT  MADE  IT  SO  EASY 
THAT  IT'S  A  JOY,  TOO-PHYLLIS 

DOHERTY,  director  of  publicity,  WNAC.  WNAC- 
TV  and  the  Yankee  Network. 

We    like    the    changes    in    SPONSOR 

magazine.  Keep  up  the  good  work. 
—BOB  HIX,  Bob  Hix  Co..  Inc.,  Denver 

First  of  all,  I  want  to  congratulate 

you  on  the  continuing  excellence  ol 
your  maga/ine.  We  find  it  most 
informative  and  quite  helpful  in 
keeping  up  with  events  in  broadi  as! 

media. 

Secondly,  1  should  like  to  know  il 
it  would  be  possible  to  purchase 
250  reprints  of  the  ston  "Now 
Television  Areas  Equal  Sales  Areas" 
which  appeared  on  page  27  of  your 
September  3  issue.  We  will,  ol 
course,  be  happy  to  pay  for  these. — 
RICHARD  D.  HARVEY,  adv.  and  sales  promo- 
tion mgr..   Fanta  Beverage  Company,  Atlanta. 


il||llllll!![J!lllll]|||||l!lll!llllllllllll!llllllllllllllll!lllllllllllllll!i!ll!ll Illlllllllllllllllllll Illlllllllllllil ill  Illlillllllllllllllllllllll 

-4-WEEK  CALENDAR 


SEPTEMBER 
RAB   regional   management   conferences: 
24-25,   Hilton   Inn,    Vtlanta,  (.a.:  27- 
28,  Dearwood   Inn,  Dearborn,   Mich- 
igan. 

Assn.  ol  National  Advertisers  workshop 
on  advertising  to  business  and  indus 
n\:    25  26,   Hotel   Plaza,   New  York. 
International  Radio  and  Television  Society 
newsmakei    luncheon    honoring   FC< 
Chairman   Newton   Minow:   27.  Hotel 
Roosevelt,   New  York. 
National  Federation  of  Advertising  Agen- 
cies Western  regional  meeting:  27-30, 
Dori<    New    Washington   Hotel,  Seat- 
tle. 

OCTOBER 
Advertising  Research  Foundation  eighth 
annual  conference:  2,  Hotel  Commo- 
dore, New   Yoi  k 

National  Federation  of  Advertising  Agen- 
cies central  regional  meeting:  5  7.  Ex 
e<  utive   1  louse,   (  hicago;   eastern    re 
gional  meeting,  12-14,   1  i.i\  loi   l  Eotel, 

Vllentown,  Pa. 

Advertising  Federation  of  America  third 
distrii  t  meeting,  11-13,  Hotel  Colum- 
bia, <  olumbia,  S.  <  ;  seventh  ili-uiit 
meeting,  I  I  H>.  Hermitage,  Nashville, 

I  urn 


RAB  regional  management  conferences: 
1-2.  Glenwood  Manor,  0\erland 
Park,  Kansas  iv  Western  Hills  Ho- 
tel, Fort  Woi  th.  I  e\av 
Advertising  Research  Foundation  eighth 
annual  conference:  2.  Hotel  Comma 
(lore.  New  York. 

National  Association  of  Broadcasters  tall 
conferences:  15-16,  Kinkier-Plaza  Ho- 
tel. Atlanta.  Georgia;  1S-I".  Biltmore 
Hotel.  New  York;  22-23,  Edgewatei 
Beach  Hotel.  Chicago;  25-26,  Statler- 
Hilton.  \\  ashington,  1).  C. 
American  Association  of  Advertising  Agen- 
cies central  regional  meeting;  17-ltv 
Hotel  Ambassadoi  West.  Chicago; 
20-25  western  region  convention,  Hil- 
ton Hawaiian  Village,  Honolulu.  Ha- 
waii 

National    Assn.    of    Educational    Broad- 
casters  1962  annual   convention:    21 
2">.  Hotel  Benjamin   Franklin,  Phila- 
delphia 

Broadcasters'  Promotion  Association  an 
nual  convention:  28-30,  Holiday  Inn 
(  entral,  Hall. is. 

International  Radio  and  Television  Society 
time  buying  and  selling  seminar:  be- 
gins 30 


SPONSOR  21   si  ptj  miiir   1902 


GOOD  MUSIC 

IN  MEMPHIS  IS 


liiiH 


CELEBRATING 


YEARS  OF  SERVICE  TO 
THE  MID-SOUTH 


*V^  , 


% ft\ 


Affiliated  with  CBS  Radio /Represented  by  the  Katz  Agency 


WHICH 

IS  THE  IOWA 
FARMER? 


Farmers  account  for  slightly  less  than  half  of 
Iowa's  total  income.  But  the  average  farmer 
in  Iowa  has  an  annual  income  of  $14,700! 

This  is  important  to  you  in  your  business. 
He  (and  his  family)  is  as  good  a  prospect — 
travels  as  much,  eats  as  well,  dresses  as  well 
and  drives  as  handsome  cars— as  his  prosperous 
city  brother  in  Iowa,  or  East  of  the  Hudson! 

Are  your  sales  in  Central  Iowa  as  high 
per  capita  as  they  are,  say,  in  Chicago? 
If  not,  we  venture  to  suggest  it  may  be 
that  you're  not  doing  as  much  "cultiva- 
tion" in  Iowa  as  elsewhere. 

Talk  it  over  with  your  PGW  Colonel.  He 
may  have  an  eye-opener  for  you. 


WHO-TV   is  pan  of 

Central   Broadcasting  Company, 

which  also  owns  and  operates 

WHO  Radio,  Des  Moines 
WOC   and   WOC-TV,   Davenport 


WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 
WHO-TV 

WHO-TV 

Channel  13  •  Des  Moines 

NBC  Affiliate 

J 

^^W   -HVurs.  Griffin,  Woodward,  Inc. 
w^^m      National  Representatives 


SPONSOR 


>i  I'll  \n;i  k 


1962 


-SPONSOR-WEEK 


Top  of  the  news 

in  tv/radio  advertising 

24  September  1962 


J.   WALTER  THOMPSON  SNAGS  USTERINE  ACCOUNT 

Agency  coup  ol  the  week  was  |.  Walter    rhompson's  acquisition  ol  the  N"> 
million  Listerine  account  Erom  what  appears  to  be  the  liquidation  <>l   Lam- 
bert v  Feasley  by  the  Warner-Lambert  empire.     Foi  background  on  the  1     I 
situation  see  SPONSOR-SCOPE,  page  15. 

COLGATE  CLAIMS  LEAD  FOR  A3  AX  ALL  PURPOSE  CLEANER 

Nine  months  after  the  national  introduction  ol  \ja\  VPC,  the  new  product  is 
claiming  first  place  in  the  s(.'<)  million  liquid  <  leanei  market,  above  Mr.  Clean, 
Lestoil,  and  Handy  Andy.  lis  "white  tornado"  campaign  spends  heavily  in 
network  and  spot  i\ .  via  NC&K.  Hie  product  came  up  very  East— but  its  <  laim 
to  f i i si  place  is  not  confirmed  l>\  the  Nielsen  indexes,  which  show  Mr.  Clean  in 
the  top  slot. 

TV  FILM  MEN   WALK  OUT  ON  NAB 

The  Four-year  running  controversy  between  the  sy  ndicators  and  the  X  \l>  ovei 
convention  exhibits. culminated  in  a  decision  made  last  week  In  IS  film  com- 
panies to  exhibit  at  a  different  hotel  without  X  \I>  ties  in  Chicago  during  the 
1963  convention.  Several  of  the  syndicators  were  also  dropping  their  aw>c  iate 
memberships  in  the  NAB.  However,  the  film  men  took  great  care  to  point  out 
that  the  divorcement  was  strictly  amicable  and  there  was  no  ill  feeling.  Those 
who  participate  in  TFE  will  contribute  to  defray  costs  on  a  sliding  scale,  de- 
pending on  their  annual  volume.     (For  story  .  see  j>.  -~ .  \ 

CBS,  NBC  RADIO  OFFER  ORBIT,  ELECTION  SPECIALS 

CBS  Radio  is  offering  the  forthcoming  Schirra  orbits  ol  28  Septembei  lor  a 
total  package  price  ol  $55,000  lor  intermittent  coverage  and  37  commercial 
minutes.  NBC  Radio  is  packaging  7  hours  ol  continuous  coverage  with  .">(> 
commercial  minutes  for  $83,000 — half  of  it  to  be  $48,000.  For  election  night 
CBS  Radio  is  offering  .'!<>  commercial  minutes  in  its  package  lot  $75,000. 
NBC  intends  to  have  an  election  night  package  as  well. 

MUTUAL  AFFILIATES  COMMITTEE  MEETS 

rhe  advisory  committee  of  Mutual  Radio  affiliates,  meeting  in  Jamaica.  West 
Indies,  this  month  discussed  affiliate-network  relations,  fall  programs,  daily 
schedule  expansion,  the  sales  outlook,  a  new  network  "logo,"  redisricting, 
advertising,  promotion,  and  sports. 

HARPER:  ADVERTISING  BECOMING  MORE  TRUTHFUL 

Marion  Harper,  Jr..  president  and  chairman  ol  Interpublic.  Inc..  described 
progress  toward  more  truthfulness  in  advertising  in  a  talk  before  a  joint 
session  ol  the  AAAA  New  England  Council  and  the  Boston  Advertising  Club 
last  week.  Harper  distinguished  between  objective  qualities,  verified  l>\  phys- 
ical standards,  and  subjective  ones,  which  cannot  be  measured.  In  Harper  a 
major  question  facing  the  industry  was  tins:  "Can  advertising  agencies  help 
develop  'truth  in  advertising'  in  the  area  ol  subjective  and  psychological 
values?"  Harper  stated  that  responsiveness  to  the'  consumer  leads  to  more 
truthful  advertising. 

SPONSOR    Jl    SEPTEMBER     1962 


'SPONSOR-WEEK 


Top  of  the  news 

in  tv/radio  advertising 

(continued) 


GENERAL  FOODS  DOUBLES  SPOT  TV  OUTLAY 

Spot  tv  men  were  encouraged  by  the  rise  in  quarterly  spending  of  General 
Foods — $6.8  million  in  I962's  first  quarter,  compared  to  $3.6  million  the  year 
before.  Increased  spending  on  behalf  of  Post  cereals  in  the  second  quarter 
was  a  major  factor  behind  spot's  18%  advantage  over  network  for  the  first 
six  months  of  1962 — $11.5  million  in  tv  spot  and  $9  million  in  network  time. 
(For  details,  see  SPONSOR-SCOPE,  p.  16.) 

JWT  TO  USE  COMPUTER  FOR  RESEARCH  AND  MEDIA 

Latest  agency  to  order  a  computer  for  business  data  processing,  market  research, 
and  media  analysis  is  J.  Walter  Thompson,  which  will  install  an  RCA  301.  The 
computer  will  be  put  in  use  in  1963  and  is  said  to  be  the  first  of  its  type  to 
employ  high  speed  circuitry  in  the  advertising  field.  [WT  will  start  the 
machine  off  on  accounting  assignments  and  then  gradually  develop  marketing 
and  media  programing  for  it. 

.  .  .  THE   WEEK  OF  THE  COMPUTER 

Two  top  agencies  this  week  arc  ballyhooing  the  installation  of  new  com- 
puters. On  Tuesday.  Y!vR  will  celebrate  the  installation  of  its  brand  new 
IBM  1620  media  model  computer.  Then  on  Wednesday,  BBDO  will  unveil 
its  Honeywell  400  computer  to  be  used  for  marketing,  media,  and  research. 

COMPROMISE  ENDS  MCA  ANTI-TRUST  SUIT 

Federal  antitrust  investigations  of  MCA,  in  progress  for  the  last  decade,  ended 
last  week  with  a  consent  judgement.  The  Government  allowed  MCA.  which 
already  has  dropped  its  talent  agency,  to  acquire  Universal  Pictures  and  Decca 
Records.  In  exchange,  MCA  promised  not  to  merge  with  any  tv  or  movie 
company  tor  seven  years,  to  refrain  from  tie-in  sales  and  block  bookings,  and 
to  release  to  tv  Universale  215  post-1948  movies  only  through  other  distra- 
inors for  five  years.  MCA,  through  Revue,  already  is  a  leading  tv  producer, 
and  is  expected  to  attain  comparable  rank  in  motion  pictures  via  Universal. 

PULSE  TV  PROFILES  TO  INCLUDE  DEMOGRAPHIC  DATA 

Research  lor  the  sixth  Pulse  Tv  audience  profiles,  which  begins  in  Novem- 
ber, will  include  demographic  data  in  addition  lo  product  reports  on  indi- 
vidual programs,  covering  cigarettes,  drugs,  automotives,  cosmetics,  and  soaps 
and  detergents.  The  lull  report  will  cost  agencies  and  advertisers  $950.  Spe- 
cial questions  will  cost  subscribers  an  additional  $200  each. 

MAJOR  CHANGES  FOR  TV  SPECIALS  SEEN  IN    1962-63 

1  \  spit  ials  -which  began  ten  years  ago  this  season — are  to  undergo  important 
( hanges  ihis  fall,  with  more  news  and  information  spec  ials.  Eewer entertainment 
specials,  more  expensive  entertainment  shows.  Eewer  single  network  sponsors, 
.mil  health)  business  foi  locally  sponsored  public  affairs.  (For  story,  see  p.  23. ) 

SPONSOR-WEEK  continued  on  page  ">S 

10  SPONSOR  24   si  i'ii  mi'.ir   1962 


"Where  Philadelphia  Counter  Spies 
Found  Stella  D'oro 


First,  "they"  heard  about  Stella  D'oro  biscuits 
and  bread  sticks  via  an  exciting  "Be  a  Counter 
Spy"  schedule  and  contest  on  Radio  (on  wip: 
140  announcements  in  four  weeks).  Purpose 
of  the  campaign:  To  create  awareness  (not 
sales)  for  Stella  D'oro  display  racks.  (These 
were  often  placed  in  hard-to-find  locations). 

As  part  of  the  contest,  people  were  asked  to 
describe  the  exact  location  of  Stella  D'oro  racks. 
results  of  the  campaign  :  Thousands  wrote 


in  and  correctly  identified  specific  locations. 
In  a  matter  of  weeks,  sales  figures  showed  an 
actual  increase,  reversing  a  downward  trend. 
outcome  of  the  campaign:  Stella  D'oro 
now  begins  a  year-long  "hard-sell"  campaign 
exclusively  on  one  station,  WIP  Radio. 

Schedule  your  next  Philadelphia  campaign 
on  wip  because :  Nice  things  happen  to  people 
who  listen  to  (and  advertise  on)  wip,  Philadel- 
phia's Pioneer  Radio  Station. 


WIP/610,  Philadelphia 


(ARVEY  L.  GLASCOCK,  V.  P.  fc  GEN.  MGR.  REPRESENTED  BY  METRO  BROADCAST  SALES  METROPOLITAN  BROADCASTING  RADIO 


ALL 
THE 

GREAT 
ABC 

SHOWS 


Unduplicated  coverage 
makes  WSUN  your  most 
efficient  buy  in  the  Tampa 
Bay  market. 

WSUNTV 

Tampa  -  St.  Petersburg 


Get  all  the  facts  from 
Natl.  Rep.  Venard  Rintoul 

A.  McConnell 
S.  E.  Rep.  James  S.  Ayers 


"COMMERCIAL 
COMMENTARY 


by  John  E.  McMillin 


Computers,  creators,  and  GIGO 

h  was  Mel  Goldberg,  formerly  ol  Westinghouse, 
now  research  v. p.  at  NAB,  who  explained  to  me 
recently  the  GIGO  theory  of  computer  operation, 
and  it  has  haunted  me  ever  since. 

"With  computers,"  says  Mel,  "you've  got  to  re- 
member one  simple  law,  the  GIGO  principle, 
which  means — Garbage  In,  Garbage  Out." 

In  other  words,  it's  what  you  feed  the  beast. 

If  you  shovel  into  a  computer's  gaping  maw  de- 
caying facts,  rotting  theories,  reeking  assumptions,  malodorous  prej- 
udices, and  stinking  suppositions,  then  what  comes  mil  may  look  like 
a  miracle  of  modern  electronics,  a  triumph  ol  speech  scientific  brain- 
work. 

But  it  will  still  be  garbage  and  you'd  better  watch  out  lor  it. 

1  suspect  that  the  GIGO  theory  is  particularl)  important  to  all  of 
us  in  the  ad  business  who,  in  recent  years,  have  been  tempted  to  fool 
around  with  computers. 

Perhaps  if  you  are  a  scientist  at  M.I.T.,  Cal.  Tech.,  or  attached  to 
NASA  and  engaged  in  tracking  Venus  shots  and  moon  probes,  the 
incidence  of  garbage  in  computer  dietetics  will  not  be  troublesome. 

What  you're  feeding  into  your  machine  are,  in  the  main,  hard 
mathematical  facts  and  coldly  inhuman  calculations. 

But  in  advertising  it  is  quite  different.  We're  dealing  principally 
with  the  intangibles  of  human  behavior,  and  these  can  set  up  traps 
lor  every  hard-nosed  research  man  ai  BBDO,  Y.xR,  [W'T,  or  an\ 
other  agency  which  has  invested  a  million  dollars  or  more  in  one  of 
the  glittering  toys. 

Let's  see  if  we  can  figure  out  a  lew  ol  the  pitfalls  and  prattfalls 
which  are  attendant  on  computer  malnutrition. 

Can  he  compute  his  own  wife? 

Probably  the  most  frightening  dangei  is  the  extreme  vocational 
emotionalism  of  the  computer  boys  themselves. 

Show  me  a  man  who  is  fierceh  determined  to  appl)  "science''  to 
the  complexities  of  human  relations  and.  nine  times  out  of  ten.  I 
can  show  you  a  tortured  individual  who  is  driven  halt  mad  In  a  hot. 
throbbing,  passionate  need  to  make  formulated  sense  out  ol  the 
unknown. 

You  can  observe  this  phenomenon  in  the  academh  world,  in  doz- 
ens ol  sociologists  and  psychologists.  You  can  see  it  quite  clearl)  in 
the  business  world,  in  stoics  ol  ad  managers,  research  experts,  and 
company  presidents  who  want  to  make  advertising  "more  scientific." 

Their  goal  itsell  is  admirable  enough.  Bui  it  is  the  personal  emo- 
tionalism the)  bring  to  their  work  which  often  nicks  the  unwary. 

For,  in  their  flaming  desire  foi   then  goals,  the)   are  ver)   apt  to 

confuse  what   is  merel)    unknown   with  what   is  virtuall)    unknowable 

Suppose,  lot  example,  the)  aie  deiei  mined  to  measure,  chart,  com 

pute  and  predict  the  behavioi  ol  I     S.  housewives  on  a  typical  busi 

ness  problem     brand  preference,  buying  habits.  i\  viewing,  01   rea< 

(Please  turn  to  page  20) 


12 


SPONSOR 


si  P  I  I   Ml'.l  R      l%2 


In  Detroit... 


'"mis 


is 


nSw«SS^ 


DWtfSE 


BDSi 


Dwayne  Riley  typifies  The  WWJ  Stations'  leadership  in  news  reporting.  A  seasoned  special- 
ist in  broadcast  journalism  and  holder  of  a  prized  citation  for  reportorial  excellence,  he  has 
received  wide  acclaim  for  his  recent  26-program  documentary  investigation  of  Michigan 
prisons.  Riley  is  another  key  figure  in  the  great  WWJ  News  operation— the  only  local  service 
that  includes: 

•  13-Man  Broadcast  News  Staff — Michigan's  Largest 

•  Xewsgathering  Resources  of  The  Detroit  Aews 

•  NBC  Correspondents  in  75  Countries 

WWJ  4  news  WWJ-TV 

STATIONS 


Owned  and  Operated  by  The  Detroit  News 


SPONSOR    I'  I    SEPTl  MBER     1962 


National  Representatives:  Peters.  Griffin,  Woodward,  Inc. 


Storer  Stations 
Community  servi 


''Thoughtful, 
courageous,  imaginative 

editorials 
are  helping  Wisconsin 
citizens  to  understand 
key  public  questions 
by  presenting  soundly 

reasoned  opinions! 


. 


w 


Senator  William  Proxmire 

1962  CONGRESSIONAL  RECORD -- SENATE 


IMPORTANT  STATIONS  IN  IMPORTANT  MARKETS 


LOS  ANGELES 
KGBS 

PHILADELPHIA 

II  IRC, 

CLEVELAND 

ill  if 

NEW  YORK 

II  us 

1 

TOLEDO 

IIS  PI) 

DETROIT 

iijrk 

STORER 

BROADCASTING  ( QMPANY 

MIAMI 
WGBS 

MILWAUKEE 

II  ill -TV 

CLEVELAND 

irjir-Ti 

ATLANTA 

WAGA-TV 

TOLEDO 

irspp-rr 

DETROIT 

IIJRK  -TV     . 

'SPONSOR-SCOPE 


24  SEPTEMBER  1962  /  copyright  1962 


'' 


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


Madison  Avenue's  No.  1  topic  of  speculation  the  past  week  concerned  the  fu- 
ture of  the  I  .iihImi  i  &  Feasley  agency  and  the  Phillips  Petroleum  $7-8-inillion  ac- 
count. 

Warner-Lamhert  started  the  talk  when  it  sought  to  find  an  answer  to  the  problem  of 
whether  its  agency,  as  services  are  now  composed,  has  reached  its  zenith  and  whether 
the  W-L-owned  operation  should  he  lal  sold,  I  hi  merged  or  (c)  reduced  in  force 
and  ahsorhed  in  the  corporate  structure. 

Warner-Lamhert  subsequently  hroached  six  or  seven  agencies  as  to  their  interest  in 
absorbing  Lambert  &  Feasley,  whose  No.  1  W-L  item  is  Listerine. 

When  Phillips  got  wind  of  Warner-Lambert  cogitations  it  set  up  dates  with 
five  or  six  agencies  in  New  York  for  the  immediate  purpose  of  getting  a  line  on  what 
agency  to  choose  if  L&F  ceased  to  have  its  present  identity.  These  calls  were  made 
last  week. 

According  to  skuttlebutt  in  the  drug  trade,  Warner-Lambert's  soul-searching  re  Lambert 
&  Feasley  has  stemmed  in  significant  part  from  the  inroads  made  on  Listerine's 
market  by  Johnson  &  Johnson's  Micrin  lY&R).  In  other  words,  while  Listerine  still 
holds  the  major  share  of  its  market,  perhaps  the  time  has  come  for  the  product  to  look 
to  a  large  agency  for  the  added  service  it  might  need. 

Report  as  the  drug  trade  has  it:  Listerine  (estimated  at  S3-4  million)  will  wind  up  at 
JWT,  with  Lennen  &  Newell  latching  on  to  the  cosmetic  items. 

The  subject  is  a  little  touchy  for  P&C,  but  word  has  drifted  into  the  spot  tv 
field  that  the  Cincinnati  giant  has  become  irritated  with  those  stations  on  this  side 
of  the  border  inclined  to  raise  their  rates  to  embrace  their  Canadian  audience. 

One  report  accruing  from  this  circumstance  is  that  P&G  is  considering  cancelling  its 
spots  on  a  station  that  had  recently  acted  on  the  Canadian  premise,  but  this  was 
firmly  denied  by  Benton  &  Bowles  media  last  week. 

P&G,  as  is  generally  known,  maintains  its  own  tv  empire  in  Canada  and  hence,  it  is 
assumed,  regards  any  reach  from  this  side  as  something  it  can  casually  absorb  or 
pass  up  graciously. 

There's  a  midwest  advertiser  who  has  a  hunch  that  radio  still  has  what  it  takes 
to  make  a  big  splash  in  the  area  of  news  commentary. 

He's  scheduled  to  come  to  New  York  this  week  to  talk  to  his  agency  about  sponsoring 
each  month  an  hour  program  dealing  in  depth  with  current  national  and  inter- 
national issues. 

The  advertiser  is  convinced  that  this  sort  of    radio    special    will    have   considerable    mer- 
chandising punch  for  his  sales  staff. 

Sellers  of  national  spot  tv  have  been  relieved  in  bustling  fashion  of  their  re- 
cent plaint  that  there  are  still  a  lot  of  prime  20's  available  for  the  fourth  quarter. 

What  with  fringe  minutes  being  so  tight  that  stations  in  the  top  markets  can't  fit  am 
more  of  them  in  even  with  the  proverbial  hornshoe,  agency  buyers  have  taken  to  the  20's 
as  though  they  were  nuggets  they  had  been  looking  for  all  the  while. 

This  turn  of  events,  judging  from  a  consensus  of  major  reps,  bodes  the  tightest  spot 
market  for  at  least  October-November  since  the  lifting  of  the  station  freeze. 

By  the  way,  stations  generally  won't  have  to  worry  about  spots  opened  up  by  ac- 
counts disposed  to  take  a  December  hiatus,  such  as  cold  remedies,  for  instance.  There 
are  plenty  of  pre-Christmas  type  of  advertisers,  say  reps,  ready  to  move  in. 

SPONSOR/24  September  1962  15 


"SPONSOR-SCOPE 


Continued 


Have  you  noticed  all  the  action  going  on  in  tv  from  the  spray  starches? 

Well,  marketers  of  packaged  grocery  goods  seem  to  differ  about  their  long  haul  com- 
petitive coexistence,  a  la  the  allpurpose  detergent  brands. 

One  school  of  such  marketingmen  takes  the  view  that  the  sprays  are  riding  the  crest 
of  a  fad  and  that  in  a  year  or  two  the  survivors  will  have  simmered  down  to  perhaps 
the  older  line  brands  that  maintain  a  steady  and  consistent  air  exposure. 

Meantime  as  the  brands  proliferate — there  are  more  in  the  aerosol  testing  stage — tv's  toll 
from  the  category  zooms.  Among  those  in  the  fray  are  Corn  Product's  Niagra,  Boyle- 
Midway's  Easy-On,  Lestoil's  Lestare,  Pills bury's  Tidy  and  Simoniz's  Reddi  Starch. 

Even  Anheuser-Busch — and  this  is  far  out  in  diversification — has  joined  the  crew  of 
spray  starch  producers  who  confine  their  distribution  to  selected  regions. 

Spot  tv  might  find  this  item  worthy  of  tub-thumping:  General  Foods'  expendi- 
tures in  the  medium  for  the  second  quarter  of  1962  were  almost  double  what  they 
were  for  the  year  before. 

The  comparison:  first  quarter  of  1962,  $6,766,000;  first  quarter  1961,  $3,527,- 
000. 

Also  worthy  of  note:  General  Foods'  gross  time  expenditures  in  spot  tv  for  the 
first  six  months  of  1962  exceeded  the  time  outlay  for  network  by  almost  18%. 
The  first  half  comparison:  spot,  $11,530,000;  network,  $9,800,000. 

What  probably  accounted  for  the  huge  boost  in  GFs  second  quarter  billings  was  the  ex- 
tra-heavy promotion  of  Post  cereals. 

The  two  topgun  and  virtual  survivors  of  the  liquid  diet  field,  Metrecal  (K& 
E)  and  Pet  Milk's  Sego  (Gardner)  are  now  having  a  go  at  the  soup  field. 

Sego's  product  is  a  tomato  flavor  that  can  be  taken  cold  or  heated  up  as  a  soup, 
while  Metrecal  is  introducing  three  actual  soups — cream  of  tomato,  clam  chowder  and  split  pea 
with  ham. 

What's  significant  about  the  pair  is  that  they  alone  in  a  field  glutted  with  competi- 
tors just  two  years  ago  used  tv  on  a  regular  and  burgeoning  basis. 

Metrecal's  lately  been  inclined  to  put  its  largess  into  network  spot  carriers  and  day- 
time, whereas  Sego  is  still  bulky  in  spot,  particularly  in  markets  where  the  parent  company 
has  substantial  distribution.  ^ 

The  latest  chapter  being  written  by  the  cat  food  market — which  up  to  now  has 
been  a  rather  timid  story  as  far  as  advertising  goes — is  the  splurge  uncorked  by 
Ralston  (Gardner)  for  its  Purina  Cat  Chow,  covering  185  tv  markets. 

Ralston's  move  could  be  the  fuse  for  a  competitive  outburst  among  the  canners  of 
cat  food,  which  includes  Puss  'n'  Boots  and  General  Mills'  Three  Little  Kittens  brand 
(Tatham-Laird) . 

Incidentally,  it  was  disclosed  at  the  annual  Pet  Foods  Institute  ((invention  in  Chicago 
last  week  that  American  pet  owners  bought  more  than  $527  million  worth  of  do*?  anil 
cat  victuals  in  I960.  This  represents  a  sales  increase  of  79%  for  dry  pet  foods  and 
59%  for  canned  dog  foods  and  68%  for  canned  cat  foods  in  the  past  six  years. 

Also  that  this  product  accounts  for  l'v'  of  the  annual  sales  volume  in  retail  grocery  out- 
lets— which  in  itself  is  quite  a  leap  from  the  tablescraps  clays. 

Campbell  Soup  has  renewed  its  daytime  spread  on  NBC  TV  for  the  first  quar- 
ter of  1963  even  though  the  victualer's  debut  into  this  area  of  media  doesn't  take 
place  until  this  week. 

The  renewal,  which  comes  through  Needham,  Louis  &  Brorby,  is  worth  about 
$500,000. 

A  portion  of  the  daytime  allotment  came  from  network  radio,  which  is  now  entirely 
out   of  the  Campbell  media  picture.    Spot  radio's  cutback  was  piddling  in  comparison. 

16  SPONSOR    24    SEPTEMBER     I  %'_' 


'SPONSOR-SCOPE 


Continued 


The  new  -«-.)-« >n "-  helievc-it-or-not :  even  though  the  show  hit  the  No.  1  spot  in 
ratings  last  season,  Ford  (JWT)  has  had  to  buy  clearance  for  Hazel  on  a  cardrate 
basis. 

The  spot  buys  are,  naturally,  oil  other  than   NBC  TV  affiliates. 

What  happened:  when  the  show  was  announced  some  NBC  TV  affiliates  were  dubi- 
ous about  the  likelihood  of  a  show  centered  around  a  housemaid  clicking  and 
elected  to  comit  themselves  for  something  else  in  the  Thursday  9:30  EST  period. 

Ford  wanted  no  d.b.'s  on  such  stations  the  second  season. 

ABC  TV  continues  to  make  capital  of  a  commercial  facet  that  it  wasn't  immersed 
in  the  year  before,  namely  Saturday  kid  programing. 

TIME  PROGRAM  SPONSORSHIP 

11  a.m.  Make  a  Face  Milton   Bradley,  half;   Welch,  a  minute. 
11:30  a.m.                 Top  Cat                           Transigram,  two-thirds;  Chunky,  a  minute. 

12  Noon  Bugs  Bunny  General  Foods,  all. 

12:30  p.m.  Alakazam  Marx  Toys,  two-thirds:  Lakeside  Toys. a  third 

1  p.m.  Flicka  General  Mills,  half:    rest  available. 

Two  some  knowledgable  agency  people  this  season's  surge  toward  Saturday- 
kid  programing  is  overcast  by  a  sense  of  uncertainty. 

The  Saturday  schedules  are  heavily  loaded  with  toy  advertisers,  and  the  question 
these  agency  skeptics  raise  is  this:  since  toy  advertisers  have,  on  the  record,  been  of 
the  hit  and  run  type  will  this  expanded  structure  of  youngster  programing  be  able 
to  recruit  enough  replacements  after  the  fourth  quarter  to  put  it  on  a  stable  52- 
week  basis. 

Of  the  toy  gentry  at  least  two  are  expected  to  prevail  as  year-round  network  investors, 
namely  Marx  and  Mattel. 

All  three  tv  networks  are  running  16%  ahead  in  total  daytime  hours  sold  for 
the  first  nine  months  as  compared  to  the  parallel  stretch  for  1961. 

The  sumer  months   (July.  August.  September)  are  up  29%. 

The  source  of  the  figures  is  NBC  Corporate  Planning  and  here's  its  breakdown  of  the 
sponsored  time  by  network  over  the  nine  months: 


MONTH 

NBC 

TV 

CBS 

TV 

ABC 

TV 

TOTAL 

January 

19hrs., 

40  min. 

23  hrs., 

40  min. 

18  hrs., 

35  min. 

61  hrs.. 

55  min 

February 

22  hrs.. 

30  min. 

28  hrs., 

53  min. 

21  hrs.. 

45  min. 

73  hrs. 

8  min 

March 

23  hrs.. 

3  min. 

27  hrs.. 

28  min. 

22  hrs.. 

40  min. 

73  hrs. 

11  min 

April 

20  hrs.. 

55  min. 

25  hrs.. 

25  min. 

18  hrs.. 

55  min. 

65  hrs. 

15  min 

May 

22  hrs.. 

3  min. 

23  hrs. 

38  min. 

22  hrs. 

10  min. 

(>7  hrs. 

51  min 

June 

19  hrs. 

40  min. 

22  hrs. 

5  min. 

22  hrs. 

55  min. 

(>4  hrs. 

40  min 

July 

22  hrs. 

45  min. 

25  hrs. 

,  13  min. 

11  hrs. 

55  min. 

59  hrs. 

53  min 

August 

25  hrs. 

15  min. 

25  hrs. 

.  10  min. 

1 7  hours 

(>7  hrs. 

25  min 

September 

24  hrs. 

.  15  min. 

24  hrs. 

,  20  min. 

20  hrs. 

.  25  min. 

(>%rs. 

There's  a  newcomer  to  the  daytime  retinue  whose  rating  oddessy  you  can  expect 
ABC  TV  to  follow  with  special  attention  and  that's  the  Real  McCoys  reruns  that  CBS 
TV  is  locating  opposite  the  Ernie  Ford  show   (11-11  :30  a.m.). 

ABC  TV  will  be  particularly  interested  in  the  McCoys'  composition  as  far  as  women 
are  concerned. 

The  network  won't  worry  overly  if  the  situation  comedy  has  a  strong  pull  with 
the  kids,  but  if  it  scores  strongly  with  housewives  ABC  TV  may  not  be  too  reluctant  to 
carve  out  another  niche  for  the  Ford  show. 

SPONSOR  24  September   1962  17 


'SPONSOR-SCOPE 


Continued 

r! 


Here  are  a  couple  notes  of  things  happening  on  the  tv  rating  service  front. 

1 1  Nielsen  will  release  at  the  end  of  this  month  its  study  of  the  adult  audience 
profile  and  early  and  late  fringe  evening  time.  The  periods  spanned  will  be  5  to  7 
p.m.  and  11  p.m.  to  1  a.m. 

2)  Trendex  will  do  a  special  evening  report  on  network  tv  programs  in  Oc- 
tober, showing  sets  in  use,  ratings,  shares,  audience  composition,  program  selec- 
tion and  flow  of  audience.  ABC  TV  and  NBC  TV  have  subscribed.  It'll  also  be  available 
to  agencies.  Technique:  1,000  coincidental  phone  calls  each  quarter  hour  from 
7:30  to  11  p.m.  in  24  markets. 

Call  it  any  Freudian  term  you  will  but  there  are  radio  station  managements  in 
the  midwest  that  are  giving  thought  to  reviving  some  of  the  old  successful  shows  of 
the  medium  as  a  device  for  injecting  some  new  excitement  into  their  programing. 

At  the  top  of  the  list  of  resurrections  would  be  soap  opera.  There  could  also  be  folksy 
teams  like  Lum  'n'  Abner,  an  across-the-board  stream  of  backfence  chatter  a  la  Clara,  Lu 
'n'  Em,  a  woodwhittling  philosopher,  like  the  Lamplighter  and  a  down-to-earth  daily  nar- 
rative in  the  vein  of  One  Man's  Family. 

And  where  would  they  get  this  sort  of  fare?  From  syndicators,  of  course. 

Imbedded  in  the  stationmen's  cogitation  is  a  feeling  that  much  of  this  would  be  new  to 
the  younger  generation  of  housewife  and  hence  a  welcome  novelty  and  change  from 
the  slick  sophistication  of  daytime  tv. 

As  for  the  older  generation  of  housewife,  she  would  again  have  a  progression  of 
regularly  scheduled  soaps  or  whatnot  by  which  to  accompany  her  chores  as  she 
moved  around  the  house  or  apartment. 

Time  was  when  a  hausfrau  timed  her  breakfast  dishwashing  by  Ma  Perkins,  her 
bedmaking   by   Life   Can    Be   Beautiful,   her  lunch   preparation   by  the  O'Neills,  etc. 

Heinz  baby  foods,  as  some  reps  see  it,  is  one  product  that's  ready  to  pay  a 
premium  cost-per-thousand  to  get  what  it  wants. 

To  begin  with,  markets  are  picked  for  beefing  up  according  to  birthrate  levels, 
so  that  the  buying  pattern  is  pretty  much  of  a  crazyquilt. 

And  when  it  comes  to  picking  the  spots  available  demographic  data  becomes  of  the 
utmost  importance,  since  the  main  target  of  appeal  are  mothers  with  their  first  child. 

Because  of  this  fine  pinpointing,  ratings  are  of  lesser  important. 

A  most  gratifying  turn  for  sellers  of  spot  radio:  National  Biscuit's  Cream  of 
Wheat   (Bates)    issuing  14-week  schedules  which  run  until  the  end  of  December. 

Significance:  the  product's  new  owner  is  pursuing  virtually  the  radio  plan   which   in- 
cludes beefing  up  in  cold  weather,  that  BBDO  espoused  for  years. 
Radio  reps  had  feared  that  Bates  would  steer  the  cereal  into  tv. 

The  business  of  looking  over  their  shoulders  for  tv  station  defections  keeps  get- 
ting more  and  more  acute  for  reps  whose  lists  are  largely  oriented  to  secondary 
markets. 

They've  become  the  open  hunting  area  for  such  topline  reps  whose  lists  and  revenue 
have  been  pared  by  virtue  of  station  groups  setting  up  their  own  national  sales  of- 
fices. 

These  upperrungers  are  pitching  in  markets  that  they  would  be  loath  to  even  contemplate 
a  year  or  two  back. 

The  upshot:  the  medium-market  rep  now  has  to  fend  off  raids  not  only  from 
his  peers  but  from  the  topcrust. 

18  SPONSOR    24    SEPTEMBER    1%2 


Round  one:  WRAL-TV  announces  change  to  ABC 
Television,  effective  August  1.  Round  two:  Switch  is 
made  and  ARB  study  of  Raleigh  Durham  metro  audi- 
ence is  authorized.  Round  three:  WRAL-TV  the  winner! 
ARB  telephone  coincidental  reports  WRAL-TV  the  dom- 
inant station  with  king-sized  49%  share  of  audience. 


Two  area  stations  split  what's  left.  Ringside  comment: 
Your  commercial  has  Sunday  punch  impact  seven 
days  a  week  on  Champion  Channel  Five.  See  your  H-R 
man  for  the  complete  ARB  report  and  for  suggestions 
how  to  K.O.  your  competition  in  the  nation's  50th  tv 
market ...  Channel  5   Raleigh-Durham   North  Carolina 


WRAL-TV 


SPONSOR    24   SEPTEMBER    1962 


19 


WTRF-TV 


STORY 
BOARD 


'Wheeling!" 


SCIENCE  DEPARTMENT!  They 
met  in  a  new  element  and 
the  cute  little  electron  said 
to  the  brash  electron,  "Watch 
it,  I  don't  know  you  from 
atom!" 

wtrf-tv  Wheeling 
MATHEMATICS  DEPARTMENT!   For  every  gal 
that's   got    curves,    there's   a    guy   who's    got 
angles. 

Wheeling  wtrf-tv 
DIDJA     HEAR     about     the     rich     Texan     who 
bought  his  dog  a  boy? 

wtrf-tv  Wheeling 
FASHION!  Toreador  pants  make  feet  look  big, 
too! 

Wheeling  wtrf-tv 
BEST   SELLER   in   the   cannibal   country:    "How 
to  Serve  Your  Fellow  Man." 

wtrf-tv  Wheeling 
THAT'S  THE  SPIRIT!  The  man  was  caught  in 
a  snowdrift.  He  looked  up  and  saw  a  St. 
Bernard  coming  toward  him  with  a  keg  of 
whisky  under  his  chin.  "Wonderful!"  he 
shouted,  "Here  comes  man's  best  friend — and 
what  a  strong  dog,   too." 

Wheeling  wtrf-tv 
SHE'S  THAT  KIND  of  a  girl  who  doesn't  care 
for  a   mans  company — unless  he  owns   it! 

wtrf-tv  Wheeling 
FOREIGN   DEPORT!   U.S.   refused   import   rights 
to  a   new   car   called   the   "Mafia,"    each   car 
has  a  hood  under  the  hood. 

Wheeling  wtrf-tv 
A     MAN     who    marries    another     man — is    a 
preacher? 

wtrf-tv  Wheeling 
FORCETTFUL  MISTER  to  wife:  "How  do  you 
expect   me    to   remember   your   birthday  when 
you  never  look  any  older?" 

Wheeling  wtrf-tv 
IT'S  ROLLING!  The  Wheeling  Brandwagon  is 
just  the  extra  merchandising  pushcart  you 
need  to  deliver  plus  profits  in  tne  Wheeling- 
Steubenville  Industrial  Ohio  Valley.  Get  in 
on  the  big  WTRF-TV  selling  picture,  see 
REPutable   Hollingbery! 


CHANNEL 
SEVEN 


WHEELING, 
WEST  VIRGINIA 


%c£Sr 


WAPE  has  more  audience  than  the  next 

leading  independent    station  plus  all  the 

network  affiliates  combined* 


WAPE    DOMINATES  ITS  AREA 
AS   DOES  EACH  BLUE  CHIP 
STATION 

WBAM.  MONTGOMERY.  ALABAMA 
WVOK,  BIRMINGHAM,  ALABAMA 
WFLI,  CHATTANOOGA,  TENNESSEE 

WAPE  25,0 00w  690k 

REPRESENTED  NATIONALLY  BY  RADIO  T-V  REPRESENTATIVES.  INC. 


'COMMERCIAL 
COMMENTARY 


Continued 


tions  to  ads  and  commercials. 

Well,  those  are  dandy  ambitions  and  I  wish  them  well. 

But  unfortunately,  many  of  them  base  their  work  and  findings  on 
the  incredible  assumption  that  the  human  female  (bless  her  sweet 
erratic  little  heart)    is  entirely  computable  and  predictable. 

And  that,  gentlemen,  is  a  piece  of  intellectual  garbage  which  only 
the  most  myopic  male  would  ever  put  a  shovel  to. 

How  well  can  a  research  man  or  social  scientist  compute  and  pre- 
dict the  whims,  fancies  and  female  changeability  of  even  his  own 
wife? 

Before  he  starts  making  loud  Remington-Rand-type  noises  about 
U.  S.  housewives  in  general,  let  him  prove  himself  with  a  single, 
mysterious  woman.    Let  him  try  it  for  just  one  year. 

It  would,  I  am  afraid,  be  a  pretty  humbling  experience  and  severe- 
ly damaging  to  many  a  masculine  ego. 

But  it  would  also  be  healthy.  For  it  would  show  him  the  weak- 
ness of  his  own  assumptions,  the  inadequacies  of  his  own  observa- 
tions, and  the  emotional  bias  of  his  own  "science." 

Creativity  and  computivity 

Over  and  beyond  vocational  emotionalism,  however,  many  of  the 
computer  boys  have  another  serious  deficiency. 

This  is  their  inability  to  understand  the  creative  mind  or  recog- 
nize the  essential  conflict  between  creativity  and  computivity. 

I  am  always  amused  when  research  men  blithely  assume  that  their 
work  is,  or  must  be,  the  handmaiden  of  creativeness. 

What  they  fail  to  realize  is  that  they  and  creative  people  look  at 
the  world  through  entirely  different  telescopes. 

Your  average  researcher  (particularly  in  the  social  sciences)  tends 
to  view  human  nature  as  something  finite  and  measurable,  provided 
only  you  can  get  enough  accurate  data  on  past  performances. 

The  creative  man,  on  the  other  hand,  looks  on  human  nature  as 
an  infinity  of  possibilities,  with  new  answers,  new  solutions  always 
inevitable  because  of  the  infinite  variations  and  combinations  of  hu- 
man personality. 

By  temperament  and  training  the  research  man  is  preoccupied 
with  the  group  past,  the  creative  man  with  the  individual  future. 

Now  in  all  fairness  I  do  think  that  we  who  pride  ourselves  on 
being  creative  frequently  overstate  our  case  and  weaken  our  cause. 

We  make  claims  for  the  overwhelming  importance  of  creativity 
which  are  as  fault)  and  foolish  as  they  are  flamboyant. 

It's  a  good  thing  lor  us  and  for  the  business  that  we  have  solemn 
researchers  who  can,  on  occasion,  yank  us  back  to  reality. 

But  theirs  is  by  no  means  the  final  answer. 

For,  just  as  the  Hindus  have  long  recognized  a  trinit)  ol  truth  in 
Vishnu  the  Preserver,  Siva  the  Destroyer,  and  Brahma  the  Creator, 
so  also  is  there  a  trinit)  ol  truth  about  modern  American  business. 

It  comprises  not  merel)  the  collection  and  preservation  of  factual 
data  about  past  and  present.  Nor  is  it  simpl)  the  inevitable,  re- 
morseless destruction  ol  old  methods  b\   new   practices. 

Equal,  and  fully  as  important,  is  the  immeasurable  creative  dy- 
namism of  the  individual,  the  unknown  and  limitless  potential. 

"They  reckon  ill  who  leave  this  out."  Worse,  the)  feed  onl)  gar- 
bage into  their  computers.  ^ 

SPONSOR   J  1    si  mi  miuk    1%2 


?i  'II 
sweet 


eak- 


licir 


Until  now.  buying  tobaccoland  radio  was  a  balled -up  mess. 


The  problem  with  buying  regional  spot  has  always 
been  the  same  too  many  stations  to  deal  with  —and  no 
direct  line  to  the  few  people  who  could  help. 

Until  now.   Until  TN  Spot  Sales. 

This  new  rep  organization  makes  SNAFU  stand  for 
"Situation  Normal  All  Fixed  Up"  when  it  conies  to 
buying  spot  in  Tobaccoland,  USA.    IX  Spot  Sales  rep 


the  23  stations  of  the  Tobai  co  Radio  Network.  Bu)  one 
or  all     or  an)  number  in-between. 

If  you're  selling  to  the  2j>i><mh>ii  people  of  Eastern 
North  Carolina,  let  IN  Spot  Sales  simplify  your  time- 
buying  tasks,  (all  toll-free  from  New  York  and  Chicago 
(I  Nterprise  6982),  Atlanta  (WX-1000  .  01  collect  from 
anywhere  (Area  Code  91 9    rEmpl<  TT\I  SP0T 

111  SALES 


Representing  the  Tobacco   Network   including  WGBR  /  Goldsboro.  WGTM  /  Wilson,  WGTC  /  Greenville.  WCEC  /  Rocky   Mount.  WGNI  /  Wilmington, 
WLAS  /  Jacksonville,  WFM0  /  Fairmont-Lumberton.  Additional  Carolmas  Virginia  stations  on  request. 


SPONSOR    L'l    SEPTEMBER    1%'2 


L'l 


why 
paint 
just  the 

town? 


The  way  some  people  talk  about  covering  city 
populations,  you'd  think  the  folks  in  the  counties  don't 
count. 

The  Charlotte  City  population  is  a  fair  two-hundred 
thousand  but  the  Charlotte  TV  Market  population  is  a 
walloping  first-place  595,600  homes! 

We'll  add  modestly  that  the  WBTV  bucket  covers 
43.4%  more  TV  Homes  than  Charlotte  Station  "B."  ** 


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


#5,600 


if 


Miami 
556.600 


A 


WBTV 

CHANNEL      3     ©     CHARLOTTE/ 


•Television  Magazine-1962 
••NCS  'Si-Nightly 


JEFFERSON      STANDARD      BROADCASTING      COMPANY 


Represented   Nationally   by  Television   Advertising    TvAR  I  Representatives,    l"c- 


'SPONSOR 


24  SEPTEMBER   1962 


Tv  specials— some  big  changes 


►  Fewer  offered  than  in  '59-60 

►  Entertainment  types  drop  off  sharply 

►  Gains  in  low-cost  actualities 

►  Single  sponsorship  is  now  an  exception 


The  highly  polished  special  or 
spectacular  was  seized  upon  with 
passion  by  the  netwoi ks  exa<  il\  ten 
years  ago  ihis  season.  It  lias  since 
undergone  severe  transformations 
and   insofar   as  entertainment   spe- 


cials are  concerned,  the  embrace 
today  is  nowhere  neai  as  tighi  as  h 
was,  say.  in  '59-'60.     During  thai 

period  Madison  \\niuc  and  Broad- 
cast Row  feverishly  fashioned  some- 
thing like  a  record  number  of  1 13 


entertainment  specials.  What's  hap- 
pened sine  e  shouldn't  happen  to  a 
Vfax  Liebmanl 

sponsor,  on  the  eve  ol  the  tenth 
annivei  s.n  j  ol  the  spe<  ial,  talked 
to  knowledgeable  individuals  on 
the  subject.  The  consensus  was 
thai: 

•  Entei  tainmeni  spe<  ials  are  on 

the   wane. 

•  Advertisers  are  cottoning,  more 
and  more,  to  network  public  af- 
laiis  spec  ials  01    at  lualities. 

•  Single  sponsorships  aie  ibe  ex- 
lepiion.  latlui    than   the  iule. 

•  1  ntertainmeni   spe<  ials  of  the 


From  the  very  beginning  entertainment  specials  did  not  come  cheap 

Among  the  most  expensive  specials  of  all-time  were   The  Powei  ami  the  Glory   (above)  with  Sit    Laureno    Olivier,  costing 

about  §796,000  and  seen  over  CBS  TV;   Man    Martin    (upper  left)  in  Peter  Pan,  costing  |! and  presented  ovei  NBC 

TV,  and  Danny   Kaye    (lower  left),  one  of  the  last  hold  out   stars  costing  in  region  of  $500  nun  and  aired  over  CBS  TV 


SPONSOR   24    SEPTEMBER    1962 


23 


future  will  be  fewer,  but  better. 

•  There  is  an  assured  future  for 
locally-sponsored  public  affairs 
documentaries. 

•  Costs  of  entertainment  specials 
are  spiralling  with  rocket-like 
velocity. 

Costliest  single  effort.  A  num- 
ber of  fascinating  trends  have  de- 
veloped in  the  field  of  specials, 
Mike  Dann,  CBS  TV  v.p.,  network 
programs,  New  York,  told  sponsor. 
Dann,  who  has  been  hip-deep  in 
specials  since  his  early  days  at  NBC 
TV,  and  who  brings  to  the  industry 
a  remarkable  insight  and  compre- 
hension ol  the  problem,  observed 
that  since  Leland  Heyward  pro- 
duced the  first  special  (Ford  an- 
niversary show)  in  the  season  of 
'52'53,  specials  have  represented 
the  costliest  single  efforts  in  the 
history  of  advertising. 

Never  less  than  $500,000.  From 
the  start,  a  single  special  cost  an 


'62  billing  jump  for 
entertainment  and 
pub  affairs  specials 


FIRST 

HALF 

1962 

TOTAL 

$14,947,147* 

ABC 

1,898,424 

CBS 

4,762,034 

NBC 

FIRST 

HALF 

8,286,689 
1961 

TOTAL 

$12,042,823 

ABC 

1,457,470 

CBS 

3,350,582 

NBC 


7,234,771 


•l'iivl  half  of  1962  showed  a  24.1%  In- 
crease in  gross  time  billings  over  similar 
period  last  year.  Hillings  do  not  include 
sports.  Sources  of  figures  are  TvB/LNA- 
BAR. 


advertiser  for  time  and  talent,  con- 
servatively, never  less  than  $500,000 
and  often  SI  million,  according  to 
industry  experts.  As  the  chart  on 
page  26  reveals,  drastic  changes 
have  been  taking  place  in  the  past 
ten  years,  notably  in  the  reduction 
of  entertainment  specials  and  an 
increase  in  public  affairs  specials. 

In  the  '54-'55  season,  for  example, 
the  networks  put  on  55  specials  (46 
entertainment;  nine,  public  af- 
fairs). For  the  '62-'63  season,  a 
reasonably  projected  picture  shows 
185  specials  on  the  three  networks 
(55,  entertainment:  130  public  af- 
fairs documentaries) .  This  is  a  lal- 
lapaloosa  1300  percent  increase  in 
the  last  decade. 

Dann  was  asked  why  entertain- 
ment spec  ials  were  going  clown  and 
documentary  specials  were  zooming. 
This  was  Dann's  explanation:  "As 
tv  started  to  use  up  the  major  prop- 
erties, titles,  producers,  authors  and 


Gross  time  billings  for  nation's  top  advertisers  in  specials 


FIRST  HALF  1962 


1. 

Cull  Oil  Corp. 

$2,124,325 

2. 

Wcstinghousc 

1,092,728 

3. 

Purex  Co. 

1,076,064 

4. 

Savings  &  Loan  Foundation 

960,580 

5. 

Chrysler  Corp. 

806,345 

6. 

John  11.  Brock 

675,460 

7. 

Boll  &  flowoll 

657,469 

8. 

Procter  &  Gamble  Co. 

604,279 

9. 

V.  S.  Time 

467,711 

10. 

Hallmark 

398,506 

11. 

American  Tel.  &  Tel. 

390,725 

12. 

Shell  Oil  Co. 

387,810 

13. 

American  Gas  Association 

377,965 

14. 

Standard  Brands 

375,395 

15. 

Colgate-Palmolive  Co. 

363,122 

FIRST  HALF  1961 


1. 

Gulf  Oil 

$1,415,521 

2. 

Purex 

1,238,894 

3. 

Procter  &  Gamble 

851,410 

4. 

John  H.  Breck 

752,270 

5. 

Bell  &  Howell 

739,590 

6. 

U.  S.  Time 

673,035 

7. 

General  Motors 

647,605 

8. 

DuPont 

597,459 

9. 

Hallmark 

563,828 

10. 

Equitable  Life  Assurance 

419,212 

11. 

Savings  &  Loan  Foundation 

366,898 

12. 

Bevlon 

324,578 

13. 

Lever  Brothers 

319,075 

1  1. 

Bulova 

244,595 

15. 

Shell  Oil 

211,857 

r ■!'•  USA  BAH  Note:  Does  nol  Include  network  program  rliarccs 


21 


SPONSOR   21    MiMiMiiik    1%2 


siai s  making  theii  debui  in  this  me 
dium,  the  iu\^  .mil  publi<   affairs 
departments  began  i<>  develop  te<  h 
niques  and   personnel   Eoi   .1   more 
cx(  it in»  coverage oi  the  real  world." 

As  netwoi  ks  s  1.1 1  ted  i<>  use  up  the 
sii|)|)l\  ol  what  I). 11111  ,i|)il\  de 
scribed  as  "the  make-believe  world 
talents,  the  supply  in  the  coverage 
of  the  1  eal  woi  Id  began  to  in 
i  rease." 

Kaye  was  last  holdout.  "Foi 
example,  with  the  advent  oi  I). nun 
Kaye  to  i\ ,  he  be< ame  one  of  the 
las)  major  performers  who  w;i> 
holding  out,"  Dann  said.  "Bui 
jiiM  before  Kaye,  the  use  <>l  mobile 
equipment  and  tape  became  stand- 
ard pra<  ti(  e  for  the  news  and  pub- 
li<  affairs  specials,  so  whole  nev 
worlds  were  open  lor  them  while 
the  spe<  11  inn  loi  the  entei  tainmeni 

s|>ei  ials  eontiac  led." 

Dann  observed  thai  90'  ,  ol  what 
was  available  from  Broadway  musi- 
cals and  films  in  '55  is  no  longer 
available  today.  "And  ol  the  re 
maining  10%,  then'  are  main 
which  can't  he  done  lor  one  reason 
or  another."  Dann  pointed  out. 
"  I  he  greatest  single  challenge  that 
network  programing  executives 
have  today  is  the  creation  ol  excit- 
ing spec  ials." 

For  one  thing,  the  news  and  pub- 
lic affairs  departments  can  use  Pel- 
star  as  a  greal  working  tool  while 
the  entertainment  people  still  have 
to  come  up  with  a  property  or  a 
star  "to  bounce  oil  the  moon," 
Dann  mused.  "A  World  Series,  a 
political  convention,  a  football 
game,  a  Miss  America  contest,  even 
a  Glenn  in  space  will  he  repeated 
from  time  to  time  on  a  yearly  hasis 
whether  it  has  been  good,  had  01 
indifferent,"  Dann  noted.  "It  rare 
ly  happens  to  an  entertainment  spe- 
cial. Out  ol  the  300  to  ion  enter- 
tainment specials  done,  maybe  20 
have  been  repeated  at  the  most. 
The  advent  of  tape,  whic  h  gave  live 
quality,  compared  to  the  early  days 
of  kinescoping,  is  ol  very  little 
value  as  far  as  renins  are  concerned 
as  long  as  residual  costs  stay  as  high, 
particularly  in  the  payment  ol  pei 
formers.  For  example,  all  the  stars 
who  appeared  in  The  Power  and 
the  Glory,  including  Laurence 
Olivier,    Julie    Harris   and   Keenan 


\V\nn   will   have  to  be  paid   theii 
original  fee." 
Fewer  but  better  specials.  \\  hat, 

in      Dann's     opinion,     will     happen 

to    the   en  1  ci  tainmeni    spe<  ial?    "I 

pi  edit  1     I  li.il    on    all    l  lie     I  hi  e  <     mi 

woi ks  o\ ei  the  \ en s  in  come  each 
network  will  plan  anywhere  from 
no  more  than  15  to  20  entei  tain- 
meni spei  I. ils     .mil  \ (i  \  often  less. 


son  and  [ngrid  Bergman  in  llirfria 
Gablei .  will  l><    presi  rtted 

III    the    1  .11  l\    days    ol    spec  ials,    it 

w  as  pi  .K  tically  unheard  ol  10  have 
more   than  one-  advertise!    on   the 

pi  Ogl  .1111.    at  (  01  dini;    to    I  >.i 1 1 1 1 .    hut 

today  11  is  ( ommon  to  have  two  or 
three  advertisers  on  a  single  hour 

spec  1.1I       "So  1  his  pel  mils  an   .nl\ei- 

1  isei  wnh  .is  hull  a  budge)  as  1 1  '*<>,- 


Producer,  net.  agency  execs  probe  specials 


David  Susskind 

Ex&    v.p.,    I  'ill  n  :     I  ssot  i 

Paramount,  Ltd. 


Michael   Dann 

/  ./'   network  programs, 

X    )  .  CBS    I l 


Alfred    L.    Hollender 

Exec,  v.p.,  head  0/  I 

tii\i ,  ( .a  \    hi.  1 1  tising 


Herminio  Traviesas 

V.p.     ~~     mgr.,     /;'    null" 

dept.,  BBDO 


John  B.  Simpson 

I'./i..  mill  dir.  broadcast, 

Foote,  Cone  _    />'<  tding 


Charles  C.  Barry 

S         /'.   in  charge  0/  tv/ 

radio  dept.,  )  i  /.' 


News,  public  affairs  documentaries 
will   continue   to  grow,   bui    I   am 

certain  that  the  quality  and  impor- 
tance ol  the  entei  tainmeni  spe<  ial 
will  he  greatei  than  ii  evei  was. 
We  will  do  fewei  entertainment 
spe<  ials.    hut     they     will    have    a 

c  hanc  e    ol    being    fai     hellei .       Sin  h 

spet  ials  as  a  Salute  to  September  01 
a  Famous  Manhattan  Melodies,  01 
the  presentation  ol  an  unsuccessful 
musical  from  the  20's,  will  no  long- 
ei  he  presented  by  the  networks. 
1  [owevei .  oi  1  asional  show  s.  like 
Michael  Redgrave,  Ralph  Richard- 


000  to  pat  lie  ipale  in  a  spec  ial," 
Dann  explained.  "Years  ago,  un- 
less you  had  |500,000  you  couldn't 
play  "  \oi  did  Dann  think  that 
spoiisoi  identification  was  lost  in 
multiple  sponsorship  because  each 
advei  tisei  c ould  still  (  apitalize  in- 
di\  idually  in  his  men  handising 
i  ampaigns. 

specials  "are  getting  more  im- 
portant" in  the  view  ol  |ohn  B. 
Simpson.  \  p.  and  national  director 

01  iiio.uii  ast,  Foote,  (  one  ft  Beld- 

l  01  i  xample,  the  Ai  thui  God- 
frey,   I'>"l>   Hope,  opening  of  I.in- 


SPONSOR    L'l    SEPTEMBER     1962 


25 


puiiiiiiiiiiiiiiiiii 

754-'62  scorecard  of  network  specials 


Total 

Entertainment 

Public  affairs 
documentaries 

1954-55 

55 

46 

9 

1955-56 

70 

55 

15 

1956-57 

65 

45 

20 

1957-58 

110 

80 

30 

1958-59 

90 

60 

30 

1959-60 

189 

143 

46 

1960-61 

275 

135 

140 

1961-62 

180 

95 

85 

1962-63 

(projected) 

185 

55 

130 

There  has  been  a  sharp  drop  in  production  of  entertainment  specials 
since  '59-'60  and  a  phenomenal  increase  in  public  affairs  documentaries 


coin  Center,  Dinah  Shore  and  Sid 
Caesar  specials  and  others,  are  evi- 
dence of  the  emphasis  on  quality 
entertainment.  Forerunners  of  the 
entertainment  special,  like  Hall- 
mark Hall  of  Fame,  Telephone 
Hour  and  NBC  Opera,  will,  of 
course,  be  back." 

Look  for  the  feature  special. 
Simpson  also  looked  forward  to  tv's 
taking  "another  step  toward  devel- 
oping its  own  programing  art  form 
— an  art  form  it  can  do  better  than 
anybody  else — via  feature  (former- 
ly called  documentary)  specials." 
Moreover,  "this  creative  trend  in 
specials  will  not  only  be  significant 
in  reaching  non-frequent  viewers, 
but  will  importantly  help  to  build 
the  stature  of  the  medium,"  in 
Simpson's  opinion. 

Mosl  enthusiastic  about  its  alli- 
ance   with    specials    is    Menley    & 

fames  Laboratories,  makers  of  Con- 
tac.  Peter  Godfrey,  v.p.  and  mar- 
keting director,  Menley  &  James, 
told  sponsor  that  "we  are  constant- 
ly looking  for  tv  specials  which  will 
offei  Menley  &  James  a  particular- 
ly good  opportunity  to  maintain 
this  valuable  asso<  iation."  Menley 
&  James  will  be  one  of  the  sponsors 
of  three  one-hour  specials  starring 

\nluir  Godfrey  over  CBS  TV  dur- 


ing the  '62-'63  season.  Tv,  Peter 
Godfrey  added,  has  played  an  im- 
portant part  "in  the  introduction 
and  success  of  Contac." 

Local  sponsorship.  To  even  a 
casual  observer,  it  is  evident  that 
the  recent  Chock  Full  O'Nuts  pur- 
chase of  a  multiple  schedule  of  pub- 
lic affairs  specials  on  a  local  station 
(WCBS-TV,  New  York,  in  this  in- 
stance) would  serve  as  an  incentive 
for  other  advertisers  to  do  likewise. 
The  client,  via  Peerless  Advertising, 
bought  a  package  covering  52  weeks 
of  public  affairs  activity,  sponsor 
was  informed  that  the  client  would 
not,  in  any  way,  attempt  to  use  its 
stores  to  promote  these  programs, 
nor  would  it  go  in  for  hard  sell 
commercials  on  the  air.  In  virtually 
all  instances,  the  company's  mes- 
sages would  be  confined  to  opening 
and  closing  billboards,  it  was  re- 
ported. The  approach  of  interre- 
lated programing  and  sales  pack- 
aging was  fashioned  by  Norman  E. 
Walt,  Jr.,  vice  president,  CBS  TV 
Stations  and  general  manager, 
W'CBS  TV,  neail\  a  \cai  ago  and 
wis  under  development  at  the  sta- 
tion for  that  period  of  time.  The 
station,  in  all  cases,  will  control  the 
editOl  ial  content  of  the  spec  ials  and 
other    programs.      William    Black, 


chairman  and  founder  of  Chock 
Full  O'  Nuts,  last  week  said  that 
his  company  planned  to  use  only 
one-half  to  two-thirds  of  the  adver- 
tising time  "to  which  it  is  entitled 
so  that  viewers  could  enjoy  more 
of  the  community  service  shows." 
It  is  estimated  that  the  time  bought 
on  WCBS-TV  by  Chock  Full  O' 
Nuts  is  worth  approximately  $600,- 
000. 

Undeniably,  there  is  a  marked 
falling  off  in  entertainment  specials 
and  the  trend  will  continue,  David 
Susskind.  the  veteran  producer  of 
both  specials  and  regular  programs, 
told  sponsor.  Mincing  no  words, 
as  is  his  custom,  he  said  that  enter- 
tainment specials  "are  indeed  di- 
minishing in  number  and  will  con- 
tinue to  diminish  for  various  rea- 
sons." 

Expense  is  biggest  factor.  Chief 
reason  for  the  decrease  in  enter- 
tainment specials,  as  Susskind  saw 
it.  was  the  high  cost  of  the 
special.  "Costs  are  spiralling  and 
the  cost  of  a  special  today  is  about 
100%  over  what  it  was  five  years 
ago  and  probably  20%  over  what 
it  was  two  years  ago,"  he  asserted. 
"The  trend,  I  feel,  will  continue 
because  of  labor  costs,  costumes, 
talent,  all  of  which  are  inevitably 
soaring." 

Susskind  also  advanced  the  argu- 
ment that  the  infrequent  schedul- 
ing of  specials  precludes  any  mo- 
mentum; intermittently  scheduled, 
there  is  no  sustained  build-up  po- 
tential as  is  the  case  in  a  regular 
series — the  habit  viewing  factor  is 
missing,  he  charges. 

"What  really  captures  your  view- 
er in  a  special  is  the  name  of  the 
performer."  Susskind  said.  "For 
instance,  say  you  are  putting  on 
'Getting  Gertie's  Garter,'  you  book 
a  Marlon  Brando  or  Elizabeth  Tay- 
lor and  you  have  a  60  Nielsen,  but 
what  fetches  you  that  scintillating 
nose  count  is  not  the  property  but 
the  marquee  value  of  the  star." 

Networks  build  huge  reservoirs 
of  ill-will  by  pre-empting  regular 
shows  in  order  to  insert  specials 
that  play  havoc  with  regular  view- 
ing habits.  Susskind  also  insisted. 
"Networks  do  not  make  any  more 
money  when  the)  pre-empt  the  time 
of  a  regularly   scheduled  program 


26 


SPONSOR/21    SEPTENfBER    1962 


for  .1  special  because  the  sponsor  of 
the  pre-empting  presentation  pays 
the  same  charge  .is  the  one  being- 
pre-empted,"  he  explained. 

Why  is  the  \  iewei  no  longei  in- 
fatuated with  entertainmenl  spe- 
cials? "Soman)  entertainmenl  spe- 
cials were  not,"  Susskind  <  ontinued. 
"They  were  'ordinal  ies.'  They 
were  actually  ill-disguised  conven- 
tional entertainment.  1  he  public 
was  fooled  (oo  mam  times,  caughl 
on  finally  and  the  resulting  nation- 
al indifference  to  such  meretricious 
offerings  was  inevitable." 

Token  number  of  big  ones. 
These  reasons,  in  Susskind's  opin- 
ion, explain  the  diminishing  trend 
in  the  pasi  and  probably  in  the 
Inline.  "The)  set  up  a  compelling 
imperative  under  which  this  trend 
must  persist,"  he  said.  "However, 
there  should  be  and  doubtless  will 
be,  a  token  number  of  exciting  en- 
tertainments, be  they  a  Lincoln 
Center  opening  (Corning  Glass 
Works,  represented  by  BBDO,  will 
sponsor  this  one  over  CHS  TV  23 
September)  or  an  Ingrid  Bergman's 
Hedda  Gabler  (co-production  of 
Talent  Associates-Paramount  Ltd.. 
and  Lars  Schmidt  in  association 
with  CBS  TV  and  produced  by 
Susskind.  No  date  or  sponsor  set 
for  this  one).  Such  infrequent  but 
significant  'blue  chips'  cannot  be 
denied  the  American  public." 

"When  the  history  of  specials, 
notably  those  dealing  with  enter- 
tainment stars,  is  written,  the  name 
of  BBDO  will  undoubtedly  head 
the  list.  The  agency  has  been  in- 
timately involved  in  a  record  num- 
ber of  specials  and  its  programing 
executives  are  deeph  concerned 
with  all  production  aspects  of  this 
brand  of  entertainment.  In  trac- 
ing the  history  of  specials.  Herminio 
Traviesas,  v.p.  and  manager  of  the 
tv  radio  department,  BBDO.  last 
week  obsened  that  in  the  early 
days  of  specials,  it  was  the  ad  agen- 
cy and  not  the  network  that  de\ el- 
oped the  special  program.  Net- 
works, in  the  beginning,  were  in 
the  eager  habit  of  bidding  lor  these 
and  offering  prime  time  because  of 
the  enormous  mass  appeal  attached 
to  these  features.  As  name  talent 
got  tougher  and  as  more  stars  were 
(Please  turn  to  page  1  1) 


Tv  film  men  break  with  NAB 


►  18  syndicators  to  exhibit  separately 

►  TFE  to  use  Pick-Congress  during  1963  NAB 


In  1963  some  is  film  syndications 
will  hold  a  separate  exhibit  in 
Chicago  dining  the  NAB  conven 
tion,  breaking  away  from  the  Con 
tad  Hilton  and  centering  their  ac- 
tivities at  another  hotel,  the  Pick 
( longress. 

Since  1959  the  NAB  prohibited 
exhibits  by  film  producers  and  dis- 
tributors at  the  annual  conventions, 
limiting  theii  activity  to  hospitalit\ 
suites.  The  NAB  had  charged  the 
syndicators  with  conducting  a  cir- 
cus, and  the  s\ndicators'  counter- 
charge was  that  they  were  being 
treated  as  second-class  citizens. 

Foi  the  past  loin  years  ni.un 
syndicators  were  discontented  with 
the  NAB  ban  on  exhibits  and  18 
have  formed  "Television  Film  Ex- 
hibit— 1963"  to  be  able  to  circum- 
vent the  NAB  rulings. 

Two  weeks  ago  the  NAB  made  ,i 
compromise  offer  to  the  syndicators, 
allowing  them  to  exhibit  in  1963 
along  with  the  equipment  exhibi- 


tors.  I  his  ollei  was  mi  ned  clown 
b\  the-  I  I'  1   c  ommittee 

I  ighl  i  'i  nine  ol  the  Is  i  \  film 
distributors  are  associate  members 
of  the  \\l'>.  and  several  "I  them 
will  drop  their  membership,  pai 
ticipating  in  TFE  instead.  The 
eight    include:    Desilu,    Hollywood 

lv.  King  Features,  MGM-TV, 
Screen  Gems,  Seven  Aits.  Trans- 
Lux  (of  which  TAC  is  a  division)  , 
I  \  IV.  and  Video  House.  Execu- 
tives of  Screen  Gems  and  Sewn 
Aits  have  expressed  their  intention 
to  drop  their  NAB  membership. 

The  committee  of  18  includes 
these    non-NAB    members:    Allied 

\i  lists,  Flamingo,  Four  Star,  fay- 
ark,  Official,  Twentieth  Centiuv- 
Fox.  Walter  Reach- Sterling,  and 
Warner  Brothers. 

Not  included  in  the  TFE  sep- 
aiate  exhibit  movement  are  the 
three  network  departments.  ABC 
Films.  CBS  Films,  and  NBC  Films, 
and  also  M(    VI  V  and   I TC        ^ 


Tv  film  men  to  hold  first  industry-sponsored  exhibit 

Co-chairman  of  Television  Film  Exhibit — 1963  are  Robert  Rich  (1)  of  Seven 
Arts  and  Robe  i  i  Seidelman  ol  Screen  Gems.  Ill  represents  18  s\ndicators 
who  decided    to   break   with    NAB   convention    after   four   years   of   comrovci^ 


SPONSOR/24    SEPTEMBER    1962 


27 


Reps  now  wait  in  a  rocking  chair 


►  Agency  buys  a  rocker  for  waiting  reps 

►  Reception  room  innovation  is  welcomed 

►  Some  reps  would  rather  not  rock,  or  wait 


To  the  representative  who  has 
wiled  many  an  hour  away  sit- 
ting in  agency  reception  rooms,  the 
promise  of  home-like  comforts  dur- 
ing the  wait  is  apparently  too  good 
to  turn  down.  At  least  that's  the 
finding  of  Weightman,  Inc.,  Phila- 


delphia advertising  agency,  which 
recently  polled  visiting  media  reps 
on  whether  they  would  welcome 
the  addition  of  a  "comfortable, 
restful,  soothing"  rocking  chair  to 
the  agency  furniture. 

By   a   tally   of   two-to-one,   some 


First  man  to  sit  in  new  Weightman  rocking  chair 

He's  Robert  I     Maynard,  assistant  general  manage]  and  sales  manager,  \V\I  I  \\ 

TV,  Poland  Spring,  Mc.   Standing  is  N.A.  (Babi  |   Alexander,  Weightman  partner 


120  reps  declared  their  approval 
and  now  a  "modern"  rocking  chair 
rests  in  the  Weightman  reception 
room,  amid  Danish  modern  furni- 
ture and  contemporary  paintings. 
The  rocking  chair  idea  arose  from 
agency  empathy  for  the  reps  dis- 
comfort after  three  of  its  executives 
waited  on  a  hard  bench  to  see  a 
new  business  prospect.  The  three 
— Sidney  Tannenbaum,  president; 
Nathan  "Babe"  Alexander,  secre- 
tary; and  Glen  Jocelyn,  executive 
v.p. — decided  to  hold  an  "election" 
and  sent  this  letter  to  representa- 
tives: 

Rep  opinions  asked.  "It  has  been 
suggested  (not  by  anyone  in  Wash- 
ington, believe  us)  that  we  place  in 
our  reception  room  a  comfortable, 
restful,  soothing,  relaxing  ROCK- 
ING CHAIR. 

"This  would  enable  representa- 
tives who  must  be  kept  waiting  not 
only  to  achieve  what  has  been  de- 
scribed as  'instant  euphoria,'  but 
to  enjoy,  as  perhaps  never  before, 
the  fine  modern  paintings  with 
which  we  grace  our  walls. 

"We  guarantee  this  rocking 
chair  would  be  for  representatives 
only,  hecause — and  we  know  you'll 
understand — we  never,  never  keep 
clients  or  new  business  prospects 
waiting.  For  that  matter,  we  try 
never  to  keep  representatives  wait- 
ing, either,  whether  ihev  have  ap- 
pointments or  not:  but  you  know 
how  these  things  sometimes  are. 

"Naturally,  we  are  fullv  aware 
that  rocking  chairs  today  are  the 
source  of  some  political  contro- 
versy. Considering,  indeed,  the 
demonstrations  and  counter-dem- 
onstrations a  rocking  chaii  in  our 
reception  room  ma\  c.uise.  and 
whai  some  ol  our  clients  may  say 
about  il.  we  don't  want  lo  install 
one  without  being  reasonably  cer- 
tain it  will  be  appreciated  l>\  a 
majority  ol  c.illcis.  So  we  have  de- 
cided to  put  the  whole  thing  to  a 
vote. 

"1  tic  losc-d  is  youi  ballot.  |  list 
fill    il    in.   and  drop   it    in   the  mail. 


28 


SPONSOR    L>|     M  I'll  MBER     1962 


Waiting  is  now  a  pleasure 

That's  the  opinion  of  Ed  Ryan,  Har- 
rington,    Righter    &    Parsons,    i\    reps 


i  ives  u  ho  voted  againsi  the  t  hail . 
only  Foui  i  hose  to  remain  anon) 
mous  (one  signing,  in  .1  burst  ol 
Republic  anism,  I  >w  ighi  D.  I  isen 
howevei  "  anothei .  "Ri«  hard  \ ix 
on.") 

()l  the  80-some  representatives 
who  signified  they  wanted  the  1  hah 
installed,  1 1  kepi  theii  names  set  rei 
(one  disguising  himsell  as  "Mothei 
Whist  lei ") . 

Comments  from  reps.  Perhaps  .1 
bit  more  1  evealing  ol  the  1  epreseni 
at i\ ts'  Eeelings  toward  the  idea  <>l 
.1  rocking  chair — and  ol  represent 
atives  themselves     were  some  ol  the 
comments  written  in  on  the  post 
card  ballots.   Explaining  his  "no" 
vote,  one  representative  noted  on 
his    ballot:     "Let's    keep   America 


awake  and  moving  forward  instead 
ol   ba<  k   and  loi  1I1.'' 

\n. ii in  1  rep  |>i otestt  d,  I  m  noi 
read)  foi  it  yet." 

"I  fight  l»  1  it  1  "ii  my  Feet,"  ex- 
plained  anothei 

"  I  he  Ro<  k  ol  Vges  is  all  1  ighl  tor 
Sunday ,"  1 1  ui\  anothei .  "but  let 
us  keep  '  I  h<    Ro<  k'  out  ol  adva 

l  i  S  i  1 1  g 

Vnothei  rep  based  his  negative 
answei  <>n  e<  onomfi  al  '41  ounds:  \ 
business  call  costs  f  10.  t5.  A  rep 
should  In-  in  an  out  before  he  geti 
ion  ( oinioi  table." 

Never  miss  a  pitch.  Several  men 
who  voted  foi  the  ro<  king  1  hail 
took  the  opportunity  to  plug  the 
medium  they  represent. 

1  Please  turn  to  page  16) 


No  stamp  is  necessary. 

"We  onl\  beg  you  not  to  pondei 
too  long.    For   until  all  votes  are 
in  you  and  your  fellow  representa- 
tives-in-waiting must   do  your  sit- 
ting here  on  Danish  modern  Furni- 
ture that,  however  comfortable  ii 
may  be.  is  definitely  unrockable." 
Rocking  chairs  or  not?  Enclosed 
with  the  letter  to  the  representa- 
tives was  a  postcard  ballot  requir- 
ing voters  to  take  a  firm  stand  on 
the  issue: 
(     )  YES — I  am  in  favor  of  your 
insalling  a  comfortable,  rest 
I11I.  soothing,  relaxing  rock 
ing  chair  in  your  reception 
room. 
(     )  NO — for  purely  personal  or 
political   reasons   which   are 
Strictly    my   own    business   I 
am    definitely    against    the 
office  invasion  of  the  ro«  k- 
ing  chair.   Let's  keep  Amer- 
ica awake! 
At   the  bottom  ol   the  ballot  was 
room  for  a  signature,  advising  tim- 
id voters:    "II  you  wish  to  invoke 
your  sacred  right   to  secrecy  when 
voting,    you    may     disregard    this 
line." 

One  unusual  result  was  that 
more  voters  who  checked  "yes"  in- 
voked  theii  right  to  secrecy  by  re- 
lusing  to  sign  their  name  than  "no" 
voters. 

However,  the  \ast  majority  of 
representatives  signed  their  names 
boldly.    Of  the    ID-some  lepresenta- 


What  happens  when  two  men  from  the  same  firm  arrive 

I  he    boss   gets    priority.     \it    Watson,    WRCV-TV,    Philadelphia,    station    mgr. 
t.ikt :s  the  chair;  sales  mgr.  Chei  Mess<  rvey    (1)  stands  with  Len  Stevens,  agency  v.p. 


SPONSOR  24  SEPTi  Mi-.i-.R  1962 


29 


Tv  and  kids— for  goodness  sake 


►  Tv  kid  show  watchers  raise  $125,000 

►  Backyard  carnivals  aid  dystrophy  drive 

►  Bigger  tv  kid  campaign  planned  for  '63 


The  busy  little  hands  of  thou- 
sands of  Lilliputians  in  the 
Greater  Washington.  D.  C,  area 
gave  pause  this  summer  to  some  of 
the  wayward  giants  who  loudly  and 
often  decry  the  lack  of  giants'  fare 
in  the  land  of  children's  tv. 

Conclusively  demonstrating  that 
tv  can  be  a  wonderful  influence  on 
the  young  was  the  11  June-31  Au- 
gust campaign  for  Muscular  Dys- 
trophy   on    three   WTTG-TV    kid 


shows,  which  told  youngsters  how 
to  arrange  and  conduct  backyard 
carnivals  to  raise  money  for  the 
cause. 

The  campaign  netted  $52,000, 
which  is  nearly  half  of  the  nation- 
wide total  of  $125,000.  Well  over 
50  other  stations  in  as  many  mar- 
kets participated  in  the  drive. 

The  whole  effort  was  so  success- 
I nl,  one  MDAA  executive  said, 
that  plans  already  are  being  made 


to  do  a  bigger  tv  job  next  year, 
which  will  incorporate  a  "truly  na- 
tional drive,"  and  a  more  effective 
"carnival  kit."  Presently,  regional 
offices  around  the  country  are  view- 
ing a  kinescope  of  one  of  WTTG's 
final  "Carnival"  spectaculars. 

Since  the  Washington  station 
made  such  an  all-out  effort,  let's 
take  a  look  at  what  was  done  and 
how  it  began  there. 

Last  May,  John  Travels,  region- 
al director  for  the  Muscular  Dys- 
trophy Associations,  asked  Donn 
Colee,  WTTG-TV  vice  president 
and  general  manager,  if  the  station 
would  run  a  promotion  for  MD 
similar  to  a  pilot  project  on  WCPO, 
Cincinnati,  last  year  which  netted 
$4,837  for  the  organization. 


Carnival  promoters  tell  how  they  raised  dollars  to  fight  MD 

A  technician  cues  the  young  carnival  hosts  for  their  appearance  with   Bill  Johnson    (back  to  camera),  host  of  The  Three 
Stooges  on   WTTG-TV,   as   parents  and   friends  look  on   from  studio  bleachers.    Kids  wore  eager  to  tell  'how  they  did  it* 


30 


SPONSOR/24  septemuer   1962 


Worthy  public  service.  Colee 
(since  named  chairman  l<>r  the 
Greatei  Washington  area  MD  cam 
paign)  soon  saw  the  instant  appeal 
and  \ast  potential  of  sin h  an  idea. 
It  look  shape  in  his  mind,  he  said, 
.is  "the  mosl  impoi  tanl  publi<  sei  v- 
ice  project  ever  undertaken  l>\  the 
station";  a  city-wide  campaign  thai 
would  give  "entire  families,  and 
even  communities,  the  opportunity 
to  work  together  to  provide  whole- 
some, (native,  sununei  t  ime  Inn  lot 
children  of  all  ages.  and.  at  the 
same  time,  raise  funds  to  combat 
one  of  the  most  serious  and  baffling 
diseases  known  to  medical  science." 

Sky's  the  limit.  A  stall  meeting 
was  called:  assignments  were  made; 
the  logistics  oi  the  campaign  were 
mapped  out,  and  "Carnivals  for 
MD"  were  off  and  running.  All 
stops  were  to  be  pulled,  using 
WTTGTV's  three  top-rated  chil- 
dren's programs  as  a  springboard 
(they  attract  about  500.000  view- 
ers weeklv)  .  It  would  he  an  all- 
station  effort,  so  far  as  production, 
promotion,  publicity,  and  planning 
were  concerned.  MD  was  to  han- 
dle mailings,  lists,  and  dollar  re- 
turns. 

As  the  campaign  got  underway, 
the  office  of  WTTG  promotion  di- 
rector Mrs.  Cheerful  Thornhill, 
who  coordinated  the  many  details 
and  logistics  of  the  project,  soon 
looked  like  headquarters  for  a  ma- 
jor military  or  political  campaign 
— even  to  a  map  pin-pointed  with 
carnival  locations. 

Here's  the  drill.  Here's  how  the 
public  service  project  worked: 

1.  A  special  two-and-a-half  min- 
ute tape,  narrated  by  Hill  Johnson, 
host  of  The  Three  Stooges,  Cap- 
tain Tugg  (Lee  Reynolds)  .  or  Miss 
Connie  of  Romper  Room,  was 
used  four  times  a  day.  In  addition, 
eight-second  spots  were  aimed  at 
parents  throughout  the  day. 

In  August,  special  90-minute 
"Carnival  Spectacular"  programs 
were  staged  three  times  a  week  for 
the  first  two  weeks;  for  the  last 
two  weeks,  two-and-a-half  hour  spe- 
cials were  aired  three  times  a  week, 
making  a  total  of  24  hours  of  live 
ami  taped  programs. 

2.  "Carnival  Kits,"  a  do-it-your- 


Will  he  really  make  her  disappear? 

Moppets  stud)  every  move  by  Gene,  the  Magic  Clown,  at  backyard  carnival  given 
by  son  of  Washington  advertising  exec,  Harry  Merrick    (Kal,  Hn  lie  h  v  Merrick) 


self  packet  of  suggestions  and  mate- 
rial for  staging  these  backyard, 
fund-raising  parties,  were  offered  on 
the  air  by  the  three  participating 
programs. 

3.  Frequent  telecasts  of  a  car- 
toon film  produced  by  Muscular 
Dystrophy  Associations  of  America, 
showed  young  victims  of  the  dis- 
ease. 


1.  Personal  appearances  ol  the 
three  \\  ITG-TV  children's  per- 
sonalities-Miss Connie.  Captain 
Tugg.  and  Johnson — wen  to  be 
scheduled  for  some  of  the  cami- 
\  als. 

5.     I  he   "grand   prize"   Eoi    ea<  h 
carnival  was  to  be  a  personal  ap- 
pearance  of   all    carnival    entic' 
neurs  on  the  station   to  receive  an 


SPONSOR    24    SEPTEMBER    1962 


31 


MD  citation  signed  In  comedian 
Jerry  Lewis,  national  chairman  of 
the  associations. 

These  appearances  began  20  June 
for  the  carnival  promoters  and 
their  helpers.  Because  of  the  large 
number  of  children  involved  — 
often  as  many  as  20  "helpers"  per 
carnival — the  three  programs  allo- 
cated lour  to  six  minutes  daily  for 
these  tributes,  and  carnival  repre- 
sentatives were  limited  to  four, 
while  parents  and  friends  watched 
from  the  studio  bleachers. 

The  personal  appearances  came 
to  a  climax  on  one  of  the  final  Au- 


gust spectaculars,  when  1,000  chil- 
dren, of  all  sizes  and  ages,  went  be- 
fore the  cameras  for  about  30  sec- 
onds each,  and  told  Johnson,  Miss 
Connie  and  Capt.  Tugg  all  about 
how  they  came  to  give  a  "Carnival 
for  MD";  how  much  money  they 
made;  what  games  they  played,  and 
how  their  friends  and  neighbors 
helped. 

At  last  count,  Florence  Lowe, 
Washington  coordinator  for  Metro- 
media which  owns  the  station,  said 
the  summer  campaign  in  WTTG's 
200-mile  radius  involved  an  esti- 
mated 200, 000  individuals,  as  carni- 


val promoters,  helpers,  guests,  and 
adult  participants;  10,000  kits  were 
sent  out;  over  2,500  backyard  carni- 
vals were  held,  and  returns  ranged 
from  $2  to  $240. 

In  addition  to  the  five  states  in 
WTTG's  coverage  area — Mai  viand. 
Virginia,  West  Virginia,  Delaware, 
and  Pennsylvania  —  requests  for 
kits,  Mrs.  Lowe  said,  trickled  in 
from  points  as  far  away  as  Califor- 
nia, Texas,  Ohio,  and  Canada. 

Puzzled  station  and  MD  officials 
discovered  that  many  of  the  young 
tourists  who  swarm  into  the  capital 
each  summer,  heard  about  the  cam- 


Collect  your  $1  million  check  here 


►  Denver  bank  stages  'millionaire'  blitz 

►  Spot  radio  promotes  '$1  million  of  good  luck' 

►  $1,520  checks,  5,000  plants  given  away 


Five  days  before  the  Mountain 
States  Bank  opened  its  modern 
and  expanded  building  last  month 
in  the  rarefied  heights  of  Denver, 
the  bank  began  a  radio  "blitz"  of 
213  one-minute  messages  on  four 
stations  announcing  the  three-day 
opening  ceremonies — and  a  very 
unusual  promotion  gimmick:  a 
chance,  through  a  drawing,  to  win 
the  interest  for  one  week  on  $1 
million.  This  amounts  to  $767.13, 
computed  at  4%  per  year.  Second, 
third,  and  fourth  cash  prizes  for 
three,  two,  and  one-day's  interest 
amounted  to  $328.77,  $219.18,  and 
$109.59. 

As  a  result  of  the  unexpected 
success  ol  the  opening — new  ac- 
i  "mils  had  been  opened  ai  triple 
the  normal   rate,  even   though  no 

speci.il  appeal  had  been  made  foi 
new  business,  no  piemiums  offered, 
in  . — the  small,  neighborhood  bank 
has  made  .i  total  re  evaluation  of 
us  advertising  techniques,  with  "a 
big   increase  in  out    Inline   use1  of 


radio  assured,"  according  to  Rob- 
ert E.  Jordan,  MSB  assistant  vice 
president  in  charge  of  advertising. 

The  promotion,  Jordan  ex- 
plained, centered  around  radio,  tv, 
and  film  star  Marvin  Miller  and 
his  identity  as  "Michael  Anthony," 
the  man  who  gives  away  million- 
dollar  checks  on  CBS-TV's  The 
Millionaire  series  (currently  re- 
running in  Denver) . 

The  spot  announcements,  which 
began  17  August  on  KLZ,  K()\. 
KDEN,  and  KOSf,  were  recorded 
in  Hollywood  by  Miller,  some  util- 
izing his  technique  of  doing  both 
voices  in  two-voice  routines. 

All  spots  invited  listeners  in  to 
see  the  beautifully  designed  new- 
bank,  and  to  receive  a  personally 
autographed  "check." 

Lots  of  zeros.  On  20  August, 
'_'()  sei  ond  i\  adjacent  ies  to  The 
Millionaire  were  begun,  with  a 
slide  ol  Millet's  profile  and  sound 
tec  ol  (led     b\      the     \et  s.nile     a<  tot . 

I  he  broad*  asting  bu)  was  supple- 


mented with  print  ads  and  bus 
cards  and  5,000  mailing  pieces  were 
sent  to  East  Denver  residents. 

The  messages  informed  the  mile- 
high  Denverites  that  Miller  would 
appear  in  the  bank  lobby  during 
banking  hours  from  22-24  August. 
As  visitors  entered  the  bank,  listen- 
ers were  told,  they  would  receive 
cashier's  checks  for  "One  Million 
Dollars'  Worth  of  Good  Luck" 
with  their  names  individually 
typed  in  by  a  bank  teller.  The  line 
would  then  form  to  obtain  Miller's 
personal  signature  on  the  checks  as 
a  souvenir  of  the  visit.  In  addition, 
the  first  5,000  visitors  were  to  get  a 
small,  hardy  English  Iw   Plant. 

Customers  came  early.  On 
opening  da\  the  hank  was  forced 
to  open  its  doois  early  to  let  in  the 
crowds  gathered  there.  By  3  p.m., 
bank  closing  time,  more  than  2,000 
persons  had  jammed  the  lobby,  ob- 
tained iw  plants,  received  auto- 
graphed checks,  and  registered  for 
a  (hawing  for  the  lour  cash  prizes. 

1  he  next  d.i\  was  a  repetition  of 
the  first,  with  interest  even  further 
heightened  l>\  a  rash  of  radio,  tv 
and  newspapei  appearances  and  in- 
terviews l>\  Millet,  who  is  good 
copy. 

On  the  third  da)  ol  the  opening, 
the  last  iw  was  given  away,  and  by 


32 


SPONSOR  24   si  fit  mber   1962 


paign  on  television,  and  jumped  on 
the  bandwagon  .in  soon  as  they  got 
home. 

News  oi  W  1  rG's  immediate  su< 
cess,  combined  with  efforts  ol  i<' 
gional  ami  national  Ml)  offices, 
sparked  37  carnivals  iliis  summei 
in  stales  from  Oregon  to  Florida. 
However,  no  othei  station,  Mis. 
Lowe  said,  even  in  large]  markets, 
approached  Wl  l(.'s  mammoth 
take,  rhree  or  foui  stations  re- 
ported  proceeds  ol  $6-7,000,  she 
said. 

The  cost  to  MD?    About  10%,  or 
S3. ooo,  avoiding  to    1'ravers'  esti- 


mate. "Bui  we'll  (in  the  (osi  next 
year,"  he  added,  pointing  out  thai 
h\    underestimating   the   response, 

(  ei  lain    (  osls,    SU<  li    as    leoidei  s    on 

pi  inted  matei  ial,  > an  high. 

I  he  "(  at  nival  kiis,"  w  0k  h  are 
i<>  he  en  ha  in  ed  ne\i  year,  included 
posters  and  handbills  foi  the  young- 
sters, with  spaces  provided  to  show 
the  lime  and  place  ol  iheii  own 
local  carnivals. 

I  he  kits  also  lold  how  to  arrange 
loi  admission  inkcis  (elc<  i  .i  treas- 
ure] ")  ;  de<  oration  (tables,  ( rates, 
gaily  colored  crepe  paper);  music 
(circus  mush   records  liom  library 


.\\n\  re< old  playei  i ,  and  food    (hoi 
dogs,  lemonade,  hot,  buttered  pop 
( oi  ii,  k  e  ( ream) . 
Sixteen    simple    games    ol    skill 

wcic    des(  l  ibed    in    I  lie    kils     i  pcnn\ 

pin  h.  ring  a-dui  k,  et<   i     Some  cai 
nivals   had    pom    rides.    One   boy 
sold  peeks  ai  Ins  rabbit.  I  le  i  harged 

I  wo   (  (ills,    he   said,    "lull    mhiic    kids 

got  a  liee  look  because  he  kepi 
jumping  oui  .ii  the  box." 

By  now  the  summei  shouts  ha\ e 

been  lost  to  the  drone  ol  I  he  mul- 
tiplication tables,  "bin  you  jusi 
wail,"  said  Mis.  1  owe,  wait  nil 
nexi  year."  ^ 


(losing  time.  Miller  had  individ- 
ually signed  a  total  of  over  5,300 
checks.  Registrations  for  the  draw- 
ing totaled  more  than  7,000  (some 
people  signed  more  than  one  slip) . 
Following     the     prize     drawing. 


Miller  personally  delivered  the 
prize  cheeks  "Michael  Anthony 
style"  to  the  startled  winners' 
homes. 

Reaming,    Jordan    said,    "Nearly 
everyone    coming    into    the    bank 


mentioned    hearing    the    familial 

voice  of  Man  in  Millet  on  the  air 
'over  and  ovei  again.'  We  were 
overwhelmed  by  the  l espouse,  .n\d 
musl   give  much   of  the  credit   to 

ladio  and    l\ ."  ^ 


Denver  bank's  customers  pick  up  $1  million  checks 

Ai  t<>i   Man   Miller,  'The  Millionaire'  of  CHS  TV  who  gives  away  $1  million  i  In  i  k^,  is  here  signing  on<   ■>!  "\>  i   5,300  checks 
for  "One  Million  Dollars  Worth  of  Good  Luck."    He  also  presented    four   checks   .in  pri/es   worth    SI. 320   during  opening 


SPONSOR    24    SEPTEMBER    1962 


33 


How  do  I  get  an  agency  job? 


Study  shows  few  new  grads  hired  by  agencies 
Admen  indifferent  to  advertising  degrees 
Many  students  are  "afraid"  of  ad  agencies 


Like  a  father  who  misunderstands 
his  son.  many  an  agency  man 
has  been  shunning  his  own  protege 
— the  advertising  graduate  who  is 
looking  for  a  chance  to  prove  him- 
self. In  quiet  retaliation  the  new 
graduates  turn  to  company  adver- 
tising departments  for  "the  oppor- 
tunity and  the  pay  scales.  They're 
afraid  of  agencies — afraid  they  can't 
make  the  grade,  afraid  of  the  in- 
stability they've  heard  about,  afraid 
they  can't  get  married  on  the  kind 
of  money  paid  by  agencies,"  says  a 
noted  advertising  educator. 


There  is  a  well-worn  axiom  in 
the  advertising  business  that  an 
agency  is  no  better  than  the  people 
in  it,  and  a  second  axiom  goes  to 
the  effect  that  the  agency  business  is 
simply  a  business  of  people.  It  is 
certainly  true  from  a  standpoint  of 
arithmetic:  in  1961,  nearly  70r v  of 
all  the  dollars  taken  in  by  agencies 
in  the  American  Association  of 
Advertising  Agencies  was  paid  out 
in  salaries,  augmented  by  fringe 
benefits — group  insurance,  major 
medical,  profit-sharing  and  pension 
plans. 


Fairfax  Cone  has  described  the 
agency  business  as  "the  only  busi- 
ness in  the  world  where  your  inven- 
tory goes  down  in  the  elevator  at 
the  end  of  the  day." 

With  people  as  the  core  of  the 
advertising  business,  advertising 
graduates,  knowledgeable  and  in- 
terested in  the  field,  should  make 
the  best  trainees  and  potential  ex- 
ecutive material.  Rut  how  many 
people  are  agencies  hiring  directly 
from  college,  and  how  many  of 
them  studied  advertising? 

4A  Study.  On  the  basis  of  a  re- 
sponse from  a  little  less  than  half 
the  offices  of  4A  agencies,  and  with 
an  85  '/<  response  from  those  offices 
with  more  than  500  employees,  the 
following  conclusions  were  drawn. 

In  the  first  place,  less  than  a  third 
of  agency  offices  hired  anyone  di- 
rect I v  from  college  last  vear  (31 95 
did,  69%  didn't) . 


Agency  potentials  study  tv  camera  operations 

Graduate    students  see  demonstration  of    i\    camera   techniques  at  Syracuse  University's  tv  studios,  given  by  Professor  Philip 

Burton,  chairman  of  the  . i < I \ < •  1 1 i s i 1 1 <^  department  (2nd  From  r).  Students  (I  r)  are  John  Casey,  John  Malcolm,  and  Dick  Sawyer 


\4 


SPONSOR    24    si  PTEMBER    1962 


in  the  se< dihI  pla< e,  the  hii ing  ol 
recent  college  graduates  tended  to 
clustei  in  the  largei  offices.  Agen- 
cies \\ i t li  less  than  loo  employees 
hired  a  total  ol  77  graduates,  100 
to  500  agent  it's  hired  106,  and  ovei 
500  employee  agencies  hired  321. 
The  total  is  504. 

Most  of  the  people  hired  were 
men  (63^  <  men,  37'  i  women) . 
Since  this  figure  would  normally  in- 
clude secretarial,  iliis  is  ,i  relevanl 
statistic. 

If  the  non-respondents  follow  tin- 
same  pattern  as  the  respondents — 
probably  a  liberal  assumption— the 
total  number  hired  from  college  by 
4A  agene  its  is  no  more  than  757 
annually. 

Agencies  hired  about  1,000. 
Since  the  I A  agencies  account 
for  about  three-fourths  of  the  vol- 
ume ol  the  entile  agency  business, 
then  the  total  number  of  people 
hired  directly  from  college  by  the 
agency  business  in  19fil  probably 
runs  less  than  1 .000  per  year. 

"A  fait  conclusion  from  these 
statistics  would  seem  to  be  that  the 
agen<  j  business  hires  comparatively 
few  people  directly  from  college. 
Hut  who's  to  say  if  the  agency  busi- 
ness could  absorb,  at  this  point,  all 
grads  if  it  wanted  them."  says  John 
Crichton,  president  of  the  4As.  "I 
understand  that  General  Electric 
and  International  Business  Ma- 
chines each  hire  about  1,000  peo- 
ple a  year  from  the  campus.  There 
are  no  such  giants  in  the  adver- 
tising agency  business.  The  agency 
business  is.  on  the  whole,  a  small 
business.  The  1  \\  accounts  for 
75$  of  national  billing,  but  more 
than  half  the  members  of  the  4A's 
bill  less  than  SI. 500,000.  and  em- 
plo)  fewer  than  25  people. 

Few  training  programs.  "At  the 
moment,  there  are  few  formal  train- 
ing programs  in  the  agency  busi- 
ness. That  is  not  to  say  that  a 
great  deal  of  training  does  not  go 
on — it  does,  and  at  all  levels.  In  a 
recent  study,  most  of  our  answers 
came  from  the  largest  fifth  of  our 
agency  members  — ■  and  of  those, 
only  about  a  third  had  formal 
training  programs. 

"I  think  there  will  be  more  train- 
ing programs,  and  more  and  better 


pillllllllllllllllllllllllllllllllllllllllllllllllllll 

Predictions  on  advertising  education 


John   Cru  hton,  president 

<>l  the  /./a.  recently  ad 
dressed  the  Association  lot 
Education    in    Journalism 

at     Chapel    1 1  ill.    North 

Carolina.     Here  are  some 

of  the  predictions  he  made 
concerning    the    agency's 

changing  attitudes  on  ad 
vertising  education. 


1.    The  number  of  people  in  agencies  with  academic  advertising 
backgrounds  will  increase — and  perhaps  be  dominant. 


2.    New  graduate  personnel  intake  in  agencies  will  probably  grow 
from  33%  to  50%  by  1970. 


3.    Most  of  the  people  hired  directly  from  college  will  be  hired  by 
very  large  offices. 


4.  Many  more  agencies  will   have  formal   training  programs  to 
offset  cost  of  hiring  away  talent  from  other  organizations. 

5.  More  fellowships  for  teachers  and  internships  for  students,  to 
acquaint  them  with  current  advertising  practices. 

lllillllllllllllllDIIIIIIIIIIIIM 


college  education,  largely  to  offset 
the  costs  inherent  in  the  system  of 
hiring  awa\  talent  from  other  or- 
ganizations and  educating  people 
in  the  agency,"  Crichton  predicted. 

"In  the  Midwest  the  1  \'s  Cen- 
tral Region — there  is  already  estab- 
lished an  outstanding  program  of 
summer  fellowships  for  teachers  of 
advertising  who  want  to  re-a<  quaint 
themselves  with  current  ad  agent  \ 
practices.  We  handled  about  four 
tea<  luis  there  this  summer.  In 
othet  areas — in  our  other  regions 
and  councils— similar  programs  are 
under  way. 

"Three  of  our  Councils  sponsor 
scholarships.  Sixteen  agencies  also 
offer  scholarships,  usually  to  col- 
leges near  them. 

"A  large  number  of  agencies — in- 
cluding  main    in    the   Southwest — 


offer  internships,  summei  jobs.  Eoi 
students   interested    in    advertising 

as  a  c  aieei .  ( )ne  1  A  agent  J  has  had 
up  to  15  of  these  students  in  a 
single  summer.  Another  agenc) 
now    has   si\."   (  i  i<  hton    <  outinues. 

"  These  are  tangible  evidences  oi 
the  interests  of  the  advertising 
agency  in  its  employees  of  the  fu- 
ture. 

Agency  men  to  college.  "We 
have  operated  in  a  number  ol  areas 
a  very  successful  program  of  send- 
ing agency  teams  to  colleges  to  ex- 
plain various  facets  ol  agency  oper- 
ation. Sometimes  these  are  men 
drawn  from  one  agency;  sometimes 
from  several  agencies;  and  in  the 
West — at  UCLA — a  remarkably  ef- 
fective case  history  program  series 
was  presented  using  people  from 
agencies  and  from  advertiser  organ- 


SPONSOR    L'l    SEPTEMBER    1962 


«£^£* 


ADVKRTISINC; 


Advertising  agencies  try  to  help  new  grads 

The  4As  sends  out  free  booklets  on  the  advertising  business,  in  addition  to  finan- 
cial help.    Despite   industry  efforts  the  agency   intake  of  new  graduates   is  low 


izations  in  the  area. 

"Finally,  we  know  from  career 
analysis  that  the  one  thing  adver- 
tising agency  people  seem  to  have 
in  common  is  this:  they  worked  on 
undergraduate  radio/tv  stations 
and  publications.  We  are  now  dis- 
cussing a  program  aimed  at  encour- 
aging editors  and  business  manag- 
ers of  college  publications,  and  we 
may  soon  be  making  scholarship 
and  (ash  awards  to  some  outstand- 
ing students  in  these  areas. 

"Dr.  Vergil  D.  Reed,  formerly 
of  f.  Walter  Thompson,  recently 
with  Michigan  State,  and  now  join- 
ing the  faculty  of  Columbia  Uni- 
versity, is  making  a  study,  financed 
by  the  4A's,  of  the  teaching  of  ad- 
vertising at  graduate  school  levels. 
The  repoii  is  not'ready  for  release 
yet,  but  we  do  know  this:  we  do 
know  that  the  teaching  of  adver- 
tising courses  in  graduate  schools 
of  business  is  apparently  decreasing, 
probably  due  to  the  advertising 
courses  being  combined  with  mar- 
keting <  ourses. 

"In  addition  to  fellowships,  in- 
ternships, scholarships,  teams  to 
\isii  colleges,  and  a  new  study  of 
education    at   graduate    levels,   we 

have  .1  vai  Let)  Of  aids  aimed  ;ti  help- 
ing students,  directly  and  through 
theii  guidance  counselors,  find  their 
w.u  into  the  advertising  business," 


Crichton  said    (see  box  above)  . 

English  wanted.  English  is  the 
number  one  field  of  study,  closely 
followed  by  advertising,  marketing, 
and  journalism.  (Students  were 
grouped  under  the  major  subjei  t 
they  seem  to  have  studied.  The 
actual  list  of  majors  was  quite 
varied.) 

Of  the  53  people  who  were  hired 
directly  from  college  who  came  to 
agencies  and  had  been  trained  in 
advertising  in  college,  42  were  men. 
Of  the  total  group,  seven  had  mas- 
ter's degrees,  the  remainder  had 
bachelor's  degrees. 

Looking  at  the  total  number 
hired,  one  can  see  a  general  group- 
ing: advertising,  marketing,  and 
journalism  account  for  114  of  the 
504  people,  or  somewhere  around 
23%. 

"From  the  report  only  English 
and  advertising  show  more  than 
10%,  with  marketing  somewhat 
lower — around  8%.  The  other  dis- 
( iplines  are  fail  lv  even,  may  <  hange 
from  year  to  year,  and  ma)  simpl) 

be  a   mallei    ol   c  ham  e. 

"There  is  no  ain  cement  anions 
agency  men  as  to  the  ideal  academic 
background;  there  are  as  m.un  who 
Eavoi  a  libera]  arts  background  as 
there  are  those  who  would  like  a 
firm  background  in  advertising, 
marketing,  or  business  administra- 


tion. Of  the  ten  presidents  of  the 
largest  agencies  in  the  U.  S.,  only 
three  tame  direct  to  the  agency 
business  from  college.  These  ten 
men  have  very  little  in  common  in 
academic  background.  Nor  is  their 
job  experience  comparable:  some 
were  teachers,  newspapermen,  ad- 
vertising managers,  salesmen. 

Educator  on  the  spot.  Hopping 
back  and  forth  on  both  sides  of  the 
agency-education  fence  is  Profes- 
sor Philip  Burton,  currently  chair- 
man of  the  advertising  department, 
School  of  Journalism,  Syracuse  Uni- 
versity, and  professional  adman  at 
Barlow- Johnson  Agency  in  Syra- 
cuse. In  addition  he  has  been  in 
executive  positions  at  Procter  fc 
Gamble,  Bell  &  Howell,  Ruthrauff 
&  Ryan,  and  Bruce  B.  Brewer  Ad- 
vertising Agency.  He  is  author  of 
six  books  on  advertising,  a  former 
member  of  the  board  of  directors 
of  the  AFA  and  several  committees 
of  the  4As. 

In  response  to  a  request  from 
sponsor  Burton  explains  what  ad- 
vertisers should  know  about  adver- 
tising education  and  recent  gradu- 
ates. 

"Training  young  people  in  ad- 
vertising puts  the  educator  on  the 
spot.  If  he  loads  the  program  with 
advertising  courses  he  may  be  lam- 
basted by  other  educators  for  run- 
ning a  'trade'  school.  People  in 
the  business  will  likewise  deplore 
over-emphasis  on  the  vocational  ap- 
proach, declaring  that  they  prefer 
job  candidates  with  a  broad  liberal 
arts  background. 

"Students,  on  the  other  hand,  are 
eager  for  advertising  courses  and, 
if  advertising-bent,  seek  out  schools 
that  offer  a  wide  select  ion  of  ad- 
vertising i  ourses. 

"Most  of  the  top  ranked  college 
advertising  programs  in  the  United 
States  have  struck  a  sort  of  middle 
ground.  The  student  w  given  a 
broad  liberal  arts  background.  At 
the  same  I  ime,  he  i  an  obtain  enough 
advertising  boms  to  prepare  him- 
self for  work  in  the  field.  Every  ad- 
vertising educator  recognizes,  how- 
ever, the  great  importance  of  a 
well-rounded    education.      Accord- 

(Please  turn  to  page  46) 


36 


SPONSOR  21  si  mi  Miu.R   1962 


NFL  tv  football  for  NFL  slacks 


►  Stevens  pushes  new  fabric  in  unique  tie-in 

►  Tv  gets  80     of  budget;  radio  shares  rest 

►  Giants'  Huff  is  spokesman  for  new  line 


Fooiball  fans  around  the  country 
will  see  a  lot  <>l  the  N.Y.  Giants' 
star  linebacker,  Sam  Hull,  this  sea- 
son in  .1  campaign  <>l  t\  and  radio 
commercial?)  lor  a  new  fabric  made 
In  the  149-year-old  |.  P.  Stevens  8c 
Co.,  Inc. 

On  behall  of  NIL  Consort  slacks 
(yep,  that's  what  they're  called), 
the  grid  bruiser  is  seen  and  heard 
before  and  after  all  National  Foot- 
ball League  games  in  the  11  cities 
in  which  the  teams  play.  The  mes- 
sages also  are  aired  on  \VI  IDH-TV, 
Boston. 

I  he  commerc  ials.  whic  h  began 
16  September  and  continue  until 
16  December,  are  minutes  on  tv 
and  minutes  and  30-second  spots 
on  radio.  The  last  10  seconds  ol 
each  are  tags  which  permit  tie-ins 
lor  local  manufacturers  and  re- 
tailers. 

Story  behind  the  name.    Before 

getting  into  details  of  the  promo 
lion  and  tie  ins  and  other  aspects 
of  the  campaign,  it  might  well  be 
explained  at  the  beginning  how  the 
unusual  name.  NFL  Slacks,  came 
about. 

E.  V.  liea<\.  Jr.,  manager  of 
Stevens'  Consort  Fabrics  depart- 
ment, started  it.  His  department 
is  listed  as  —  1!»  for  purposes  ol  the 
company's  business  office  [BM  ma- 
c  hines. 

rreac  y,  a  Eormei  college  <;i  idder, 
is  sports-minded,  and   he   though) 

that  perhaps  some  connection 
could  be  made  for  promotion  pur- 
poses, two  \c.iis  ago,  with  the'  San 
Franc  isc  o   19ers  football  team. 

To  be  brief,  this  fell  through, 
but  the  National  Football  League 
commissioner,  Pete  Rozelle,  sug- 
gested. "Wh\  use  one  team:-  Win 
not   use  the  whole  league?" 


I  his  is  how,  in  I960,  a  new  lahi  ic 
70',  oi  Ion  acrylic  and  .111',  wool 
worsted,  came  to  be  known  as  NFL 
( lonsoi  (. 

Huff  'gets  the  ball.'  Sam  Hull 
entered  the  picture  in  1961,  when 
a  good  player,  who  was  well-known 
throughout  the  counti \.  was  needed 
lot  the  promotion.  Hull  was  ap- 
proached by  Bob  Nugent,  FRC.vll 
associate  director  t\    radio,  who  in- 


terested  him   in  making   the  com 
mere  ials.    He  latei    i '  <  eived  a   job 
.is  oil  season  sale  sman. 

I  lin  e  was  no  i  \  oi  i  adio  c  am- 
paign  thai  m  .u  .  bul  I  reai  j  and 
(  h.ii  Ic  s  I  ki  1 1\  Stevens'  ( lonsoi  t 
lain  it  s  depai  iment  sales  manage  i 
began  a  50,000  mile  cross-c  ounti  y 
toui  which  extended  well  into 
1962  show  ing  the  N  I  I  promo)  ion 
to  m. mill. ic  i in cis  .nid  leading  1 1 
tail  outlets. 

One-  interesting  thing  about  the 
presentation,   is  that   the-  comma 
cial  content,  made  in   1961,  was  not 
shown  on   t\    thai    yeai ,      I  his  sea- 
son  marks   the  first  showing. 

Following  this  tour,  sales  in- 
creased 100%  in  1961  ovei  I960 
Encouraged  b)  this  success,   Lreacj 


FRC&H  holds  skull  session 

Discussing  ston hoard  at  agenq  are    (1-r):   I  1/  Griffiths,  media  buyer;   Robert    I 
Nugent,  assoi .  directoi   i\   radio,  and  Rah. ml  Stevens,  \.|>    and  acc't.  supervisoi 


SPONSOR    21    SEPTEMBER    1062 


and  Kelly  will  leave  Thursday  for 
another  extensive  tour,  to  show 
the  new  colors  and  stylings  in  the 
1963  line  (they  always  work  a  year  I 
ahead)  anil  to  explain  the  lie-ins 
with  the  big  tv  and  radio  cam- 
paign. 

Their  presentation  is  colorful 
and  delivered  with  enthusiasm. 
Some  manufacturers  don't  know 
too  much  about  the  game  of  pro- 
football,  so  the  presentation  be- 
gins with  a  film  of  Huff  playing 
football,  and  then  making  a  com- 
mercial pitch  which  leads  into  a 
showing  of  NFL  Slacks.  This  is 
then  followed  by  a  10-second  tag 
for  use  by  local  advertisers. 

The  projection  unit  used  for  this 
showing  looks  like  a  portable  tv 
set,  and  an  executive  in  an  office 
can  watch  the  entire  film  as  if  he 
were  watching  tv  at  home.  How- 
ever, the  machine  also  is  capable  of 
throwing  an  image  on  a  large 
screen  for  viewing  by  400  people 
at  the  same  time. 

'Live'  rally  for  buyers.  Following 
the  filmed  portion  of  the  presenta- 
tion, Treacy  and  Kelly  go  into  the 
"live"  pitch.  Standing  on  either 
side  of  a  large  promotion  folder, 
they  alternately  flip  a  small  white 
football  back  and  forth  to  each 
other  as  they,  each  in  turn,  read 
the  promo  and  add  little  facts  not 
listed.  At  the  end,  they  turn  sud- 
denly to  the  audience— of  one  or 
400— and  flip  the  ball  at  it  saying, 
".    .    .    and   now    it's   your    turn    to 


Portrait  of  a  linebacker 

Sam  Huff,  Giants'  star  defensive  line- 
backer, will  work  as  J.  P.  Stevens  & 
Co.,  Inc.  salesman  during  the  off-season 

carry  the  ball." 

Here  are  the  tie-ins  made  avail- 
able to  buyers  of  the  NFL  package, 
as  listed  in  the  presentation: 

1.  Tie  in  with  national  adver- 
tising. Run  your  local  ads  to  coin- 
cide with  tv  and  radio  coverage  of 
the  games. 

2.  fdentify  your  NFL  merchan- 
dise at  point-of-sale  with  free  card 
toppers,  tags  and  labels. 

3.  Use  free  NFL  schedules,  im- 
printed with  store  name  for  give- 
aways. Use  them  as  envelope  stuff- 
ers  and  counter  pickups. 

4.  Display  official  NFL  Slacks 
and  promotion  material  in  store 
windows  and  in  sportswear  depart- 


ment to  coincide  with  peak  inter- 
est in  the  NFL  games.  (The  more 
you  promote  the  game  .  .  .  the 
more  you're  promoting  your  NFL 
merchandise.) 

5.  Have  a  local  NFL  player  for 
in-store  appearance,  or  a  local  foot- 
ball hero,  to  sign  autographs  and 
talk  up  official  NFL  Slacks.  (Get 
in  touch  with  your  nearest  NFL 
publicity  director.  He'll  cooperate, 
give  promo  suggestions,  etc.) 

Made  for  dress  wear.  "The  new, 
NFL  Consort  fabric  is  a  dress  pants 
fabric,"  explained  Richard  S.  Park- 
er, Stevens'  men's  wear  advertising 
coordinator.  "It  is  strong,  wrinkle 
resistant  and  holds  a  crease."  At 
our  presentations  we  also  hand  out 
small  slide  viewers  with  eight 
frames  of  film  showing  Huff  play- 
ing with  kids  and  with  a  friend 
on  a  golf  course.  (This  is  part  of 
the  tv  commercial.) 

"We  have  a  lion's  share  of  this 
market"  (orlon  and  worsted  for 
men  and  boys),  Parker  pointed  out, 
"and  that  is  why  we  are  not  com- 
pletely dependent  on  promotion  to 
sell  it. 

"But  we  are  very  happy  with 
our  promotion  and  advertising," 
he  added.  "We  believe  they  are 
also  responsible  for  a  certain  'halo' 
effect,  that  is,  sales  going  up  in 
other  departments,  such  as  dacron 
and  rayon,  dacron  and  worsted 
tropicals,  among  others." 

As  for  the  telecasting  and  broad- 
(Pleasc  turn  to  page  56) 


On  the  50-yard  line  at  Yankee  Stadium 

At  famed  ball-park  helping  with  production  of  tv  commercial  arc  (1    in  photo  at  left):  Charles  F.  Kelly,  Stevens'  Consort 

fabric  dept.  sales  mgr.,  and  E.  V.  Treacy,  Jr.,  dept.  mgr.    At  right,  Huff  (#70)  brings  down  back  with  usual  predatory  finesse 


38 


SPONSOR/24    SEPTEMBER     1962 


Agency  invades  Chicagoland  shopping  centers 

Since   March  Tatham-Laird's  unique   Mobile  Research  trailers  have  been  the  base  for  more  than  5000  interviews  in  the 

Chicago   an-a.      Agency   researchers    pre-tes(    ad    claims,    tv   commercial    believability    among    grocery    and    drug   ^hoppers 

Research  'em  where  they  are 


►  Tatham-Laird  takes  trailers  to  supers 

►  Mobile  Research  units  save  time,  money 

►  Red-jacketed  staff  checks  ad  claims 


Last  week  a  sponsor  editor,  weav- 
ing through  the  scrambled 
noon-time  traffic  of  Madison  at 
•19th,  felt  a  clap  on  his  shoulder 
and  turned  to  confront  two  grin- 
ning Chicago  agency  magnates, 
Art  Tatham  and  Ken  Laird,  board 
chairman  and  president  respective- 
ly of  the  firm  of  Tatham-Laird. 

Without  even  pausing  to  ask 
what  two  such  solid  Michigan 
Avenue  types  were  up  to  along 
New  York's  ad  alley,  the  sponsor 
man  demanded,  "How's  your  re- 
search-mobile going?" 

"Too  damn  good,"  said  Tatham 


with  a  laugh,  "we're  swamped  with 
work."  T-L  Mobile  Research  units 
(two  trailers  and  a  truck  to  haul 
them)  have  been  in  use  since 
March  and  have  kicked  up  quite  a 
storm  of  interest  since  Art  Tatham 
mentioned  them  in  a  speech  to  the 
\\  A  spring  meeting  last  May. 

The  Chicago  agency  stems  to 
have  developed  a  unique  and  in- 
genious method  of  making  con- 
sumer surveys  which,  in  effect  "re- 
searches them  where  the\  are"  and, 
according  to  T-L,  saves  time  and 
money  and  produces  better  results. 

Physical  equipment  for  Mobile 


Research  consists  of  a  36-foot  trail- 
er divided  into  five  compartments 
for  personal  interviews,  plus  an  18- 
foot  headquarters  nailer  used  for 
screening  respondents  and  tabulat- 
ing results. 

5,000  Interviews.  The  air  con- 
ditioned units  are  hauled  to  shop- 
ping center  parking  lots  in  the 
Chicagoland  area,  and  since  March 
have  conducted  more  than  5.000 
pel  sonal  iniei  \  iews. 

Responsibility  Eoi  the  Mobile 
Research  operations  rests  with  T-L 
Creative  Research  Director  Dr. 
Donald  I..  Ranter  and  a  staff  of 
seven  research  technicians,  who 
wore  l)i  ight  red  jackets  when  work- 
ing "on  l«x ation." 

According  to  T-L  executives, 
there  are  at  least  four  time  and 
money-saving  advantages  in  the 
researc  h-mobile  idea: 

1.  Researchers  waste  DO  time 
(Please  turn  to  page  56) 


SPONSOR/24  September   1962 


39 


Why  it  pays 

to  advertise  your  station 

in  a  broadcast  booh 


BECAUSE  YOU   PINPOINT  THE   BUYER 


I 


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 
second. 

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 
good. 

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- 
ing. 

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 
ears. 


a  service  of 

SPONSOR 


'TIMEBUYER'S 
CORNER 


Media  people: 
what  they  are  doing 
and  saying 


If  the  reps  keep  snatching  up  timebuyers  ai  the  rate  they're  fast 
becoming  accustomed  to,  the  business  is  apt  to  find  itscll  heav)  on  sell 

cis  and  short  on  buyers.     1  he  latest  one  to  swell  the  tide  ol  timebu) 
[ng   defectors   is    Bates'    Bob   Kerrigan,    lie's  giving   up    buying   on 
Fleischman   Margarine  there  to  do  some  selling  foi    Peters,  Griffin, 
Woodward.    The  reason  cited  in  the  majority  ol  these  instances  is. 
of  course,  monej . 

Sibling  dept.:  From  Chicago  (onus  this  contribution  to  our  3  Sep 
tember,  Can't  help  wondering:  how  man)  sibling  timebuyers,  etc. 
item:  John  Harper,  timebuyer,  |\V  I  ,  Chicago;  brother,  Paul  C.  Har- 
per, |r.,  president,  Needham,  Louis  and  Brorby;  Clifford  J.  Barborka, 
Jr.,  v.p.  Adam  Young,  N.  Y\;  brother,  William  Barborka,  account 
exec,  BB1K).  Chicago;  Keith  Lewis,  Petr)  TV,  Chicago;  wife,  Ruth 
Babick  Lewis,  timebuyer,  Clinton  E.  Frank,  Chicago.  Our  write]  re 
potts:  "While  some  of  these  partners  are  not  timebuyers,  the)  are  sib- 
lings—and one  pair  a  mat  tied  couple— the)  are  related  in  business,  as 
well  as  b\  blood."   Contributions,  anyone? 


w* 


i 


/ 


%Q*HW 


m@4 


Hauling  in  the  big  ones  are  small  play  for  admen 

The  fishermen  (top  1-r)  Hank  Hudson,  Grey;  Nick  [mbornone,  SSC&B;  Ber- 
nie  Rasmussen,  F&S&R;  Chel  Slaybaugh,  Hate:  P.  Patterson,  WITN  IV 
Washington,  N.  C;  ((enter)  Dominick  Venturalla,  |\\  I:  Cath)  Coholan, 
NBC;  Lorraine  Ruggiero,  Y&R;  Beth  black.  D&C;  Frank  Sweeney,  L&F; 
(bottom)    red  Rhinehart,  NBC;   Earl  Broome,  WITN;   Ron   Kaatz,  Burnett 

Among  those  who  managed  to  squeeze  in  a  lot  of  fishing,  swimming, 
dancing,  dining,  boating,  golfing,  and  touting,  dining  the  lout  -da) 
eastern  North  Carolina  market  tour  hosted  b\  \\  I  I  N-TV,  Washing- 
ton. N.  C,  included  (aside  from  those.-  shown  in  photo  above)  these 
New  Yorkers:  Gen  Schubert,  Compton;  John  Timko.  KvK:  Jackie 
DaCosta,  Bates;  Bette  Leckner  and  Tom  Peschel,  Benton  8c  Bowles; 
Hope  Martinez.  BBDO;  and  Pete  Berla,  OBM.  Also  George  McCoy, 
[Please  ttirn  to  page  12) 

SPONSOR    24    SEPTEMBER     1962 


THE 

LATEST  WORD 

from 

K.C.  Radio 


5000 
WATTS 


We'll  be  ready. 

Will  YOU? 

KUDL 


Irv  Schwartz 
V.P.  &  Gen.  Mgr. 


II 


CHATTANOOGA  TV 
VIEWERS  HAVE 
ESTABLISHED 
"LUNCH  'N   FUN" 
AS  TOPS   IN 
EVERY  CATEGORY 
THAT  ANY 
RATING  SERVICE 
HAS  SEEN   FIT 
TO  MEASURE 


WDEF 
TV 


CHATTANOOGA 


Call 


NOW.' 


Cuisine    Exquise  .  .  .  Dans 
Une  Atmosphere  Elegante 


RESTAURANT 

VOI./IN 


575  Park  Avenue  at  63rd  St 
NEW   YORK 


Lunch  and  Dinner  Reservations 
Michel  :  TEmpleton  8-6490 


TIMEBUYER'S 
CORNER 


Continued 


Vyer,  Philadelphia;  Manny  Klein,  Doner,  Baltimore;  and  Eula  Reg- 
gin,   The  Ralph  H.  Jones  Company,  Cincinnati. 

Counting  the  days  until  Saturday  is  Foote,  Cone  &  Belding's  Martha 
Sykes.  With  good  reason,  of  course.  That's  the  day  she  puts  her 
Clarol  and  Equitable  buying  chores  away  for  safe  keeping  in  her  desk 
drawer  (temporarily),  marries  Henry  Murray— a  Continental  Can  sales 
rep— and  takes  off  on  a  two-week  honeymoon. 

Back  at  Compton  after  a  week-long  honeymoon  is  Chris  Sturge  who 
as  we  reported  27  August,  was  moved  from  media  research  into  time- 
buying.   No  word  yet  as  to  his  account  assignment. 

The  Corner  pays  its  respects  this  week  to  Kenyon  &  Eckhardt's  vet- 
eran buyer,  Lucy  Kerwin.  A  graduate  of  St.  John's  and  Columbia, 
Lucy's  advertising  career  began  back  in  1941  when  she  joined  K&:E's 

New  York  office  as  a  secre- 
tary. It  wasn't  long,  however, 
before  her  executive  ability 
began  to  show  and  she  was 
moved  into  timebuying.  Un- 
til recently,  Lucy  handled 
broadcast  exclusively  on  Met- 
recal,  Nutrament,  Buitoni 
and  Quaker  State.  Along 
with  recent  changes  in  K&E's 
media  organization,  she  has 
just  switched  to  all-media 
buyer,  handling  Mead-John- 
son's Metrecal.  A  native  New 
Yorker,  Lucy  recently  ven- 
tured out  into  the  suburbs 
and  joined  the  legion  of 
Long  Island  to  Manhattan 
commuters.  So  far,  she's  hap- 
py about  the  whole  thing, 
but,  says  Lucy,  if  this  win- 
ter's snow  is  too  much,  next 
years  she  may  again  be  a 
New  Yorker. 


Lucy  Kerwin 

sin's  bought  time  nearly  '20  years  at  K&.-E, 

now    Inns   .ill   media 


Bravo  dept.:  To  Compton's  Joe  Burbeck  for  pla<  ing  5th  out  of  over 

100  entrants  in  the  International  Championship  Star  Class  Yacht  Race 
in  Portugal.  No  novice  at  yachl  ra(  ing— he's  a  consistent  tropin  win- 
ner—Joe nonetheless  faced  up  to  some  pretty  stiff  competition.  As  a 
member  of  the  Larchmont  Yacht  Club,  Joe  (who  buys  on  Ivory 
Liquid,  Crisco  Oil  and  Cunard  Steamship  when  he  isn't  yachting) 
found  himself  battling  different  techniques  in  ocean  waters.  But  de- 
spite his  limited  ocean  racing  experience,  he  came  up  a  winner. 

Taking  a  bit  of  good-natured  ribbing  these  days  (good-naturedly. 
of  course)  is  K&E's  Walter  Staab  for  the  naming  of  the  Staab's  pride 
and  joy,  inlant  daughter  Pamela  Ann.  Shortening  the  name  to  Pam 
Ann,  point  out  his  libbers,  could  easily  do  much  to  promote— free  of 

ihaige    an  airline  with  a  siinilat   sounding  tag.  ^ 


12 


SPONSOR    21    SEPTEMBER    1962 


:+' 


Just  Unleashed  C 

3  G^ri£^ 


ft.*  «' »    v*    *  • 


»•■;   *'« 


4& 


Brand-new  areas  for  nighttime  and  prime  time  60's 
n  the  station  that's  No.  1  with  Southeastern  Michi- 
gan viewers.  All-star  movies!  First  time  strip  in  the 
market  of  a  top  TV  favorite !  Call  STS  for  choice  avails. 


:  ed  for  the  first  time  in  the 
Detroit  market 

HIGHWAY  PATROL 

starring  Broderick  Crawford 
':00  p.m.,  Mon.-Sat. 


L. 


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SATURDAYS 
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J 


Pedigreed  Pictures  with  Potent  Pull 


BATTLE  CIRCUS 

Humphrey  Bogart,  June  Allyson 

THE  ACTRESS 

Spencer  Tracy,  Jean  Simmons 

CARBINE  WILLIAMS 
James  Stewart.  James  Arness 

THE  LONE  STAR 

Clark  Gable,  Ava  Gardner 

ABOVE  AND  BEYOND 

Robert  Taylor,  Eleanor  Parker 


THE  BAD  AND  THE  BEAUTIFUL 

Lana  Turner,  Kirk  Douglas 

THE  PEOPLE  AGAINST  OHARA 
Spencer  Tracy.  Pat  O'Brien 

TO  PLEASE  A  LADY 
Clark  Gable,  Barbara  Stanwyck 

DIAL  M   FOR  MURDER 
Ray  Milland,  Grace  Kelly 

MOGAMBO 

Clark  Gable.  Ava  Gardner 


DON'T  GO  NEAR  THE  WATER 
Glenn  Ford,  Gia  Scala 


MILWAUKEE 

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PHILADELPHIA 

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


TV   SPECIALS 

(Continued  from  page  27) 

exposed  to  the  air  and  as  the  cost 
factors  went  higher  and  higher  in 
order  to  attract  glittering  names, 
there  was  a  perceptible  falling  ofi 
oi  specials,  according  to  Traviesas. 
High  costs  also  led  to  co-sponsor- 
ships, he  said. 

New  clients  came  in.  When  the 
networks  were  flooded  with  enter- 
tainment specials  (circa  '59-'60)  it 
had  readied  the  stage  where  indus- 
try figures  were  asking  this  ques- 
tion: "How  can  you  make  your 
special  more  special  than  the  other 
fellow's  special?"  Meanwhile,  lots 
of  new  clients  were  getting  their 
feet  wet  in  this  special  business. 
Today,  with  multiple  sponsors, 
many  new  client  names  are  also  ap- 
pearing on  the  scene. 

Another  important  development, 
Traviesas  noted,  was  the  excellent 
client  reaction  to  public  affairs  spe- 
cials, both  on  a  national  and  local 
level.  "You  can  now  approach 
clients  with  documentaries  without 
apologizing,"  he  observed.  "There 
is  more  time  and  more  imagination 
going  into  the  production  of  news 
specials.  Moreover,  the  networks 
are  giving  more  and  better  time  ex- 
posure to  these  documentaries. 
And,  importantly,  cost  factors  are 
a  lot  less,  and  in  many  cases,  the 
networks  are  absorbing  much  of 
the  production  costs." 

Traviesas  observed  that  there  was 
a  trend  in  the  business  to  stay  away 
from  the  word  "documentary"  and 
toward  "actuality."  "A  good  'ac- 
tuality,' "  he  said,  "properly  pro- 
moted, gives  you  a  good  advertis- 
ing vehicle." 

From  the  advertiser's  and  the  ad- 
vertising agency's  point  of  view, 
the  tv  special  makes  dollars  and 
cents  sense  only  if  it  is  part  of  the 
overall  marketing  activity,  Henry 
Buccello,  v.p.  and  manager  of  the 
New  York  office,  Guild,  Bascom  8c 
Bonfigli,  told  sponsor. 

Clients  are  more  selective.  Ad- 
vertisers ami  networks  are  now 
more  selective  as  to  what  is  and 
what  is  not  a  special,  Edwin  S. 
Friendly,  NBC  vice  president,  spe- 
cial programs,  told  SPONSOR.  The 
I. ill  and  dec  line  ol  spec  ials  .1  few 
years  ago,  in  .1  large  measure,  was 
caused  h\  .1  saturation  of  specials 
the  publh    did  not   regard  as  spe- 


cials, Friendly  observed.  The  en- 
tertainment special  of  today  is  an 
important  segment  of  NBC  TV's 
schedule,  he  said,  and  without  the 
diversity,  quality  and  scope  of  spe- 
cials, tv  "would  be  as  satisfying  as 
the  month  of  July  without  the  ex- 
citement of  the  Fourth." 

Friendly's  interpretation  of  a  spe- 
cial is  a  program  which  presents  to 
the  tv  audience  a  format  or  per- 
sonality not  usually  seen.  "For 
example,  Danny  Kaye  will  make  his 
only  tv  appearance  of  the  season  in 
The  Danny  Kaye  Show,  an  11  No- 
vember special,"  Friendly  said.  "On 
18  December,  NBC  will  present  tv's 
first  animated  cartoon  version  of 
Charles  Dickens'  Christmas  Carol 
and  the  NBC  Opera  will  present 
five  operas  in  English." 

Single  sponsors  still  around. 
Though  the  trend  is  toward  multi- 
ple sponsorships  of  specials,  Friend- 
ly says  many  major  advertisers  are 
still  total  sponsors  of  NBC  specials 
this  coming  season.  But  NBC  TV's 
real  push  will  evidently  be  seen  in 
the  vast  array  of  some  50  major 
news  and  public  affairs  specials 
this  coming  season.  This  makes  a 
25%  increase  over  the  '61-'C2  out- 
put of  NBC  specials. 

Nor  is  the  bloom  off  good  enter- 
tainment and  news  specials  at 
Young  &  Rubicam.  Commenting 
on  the  10th  anniversary  year  of 
specials,  Charles  C.  (Bud)  Barry, 
senior  v.p.  in  charge  of  tv/radio  of 
Young  &  Rubicam  told  sponsor 
that  his  agency  remains  convinced 
"that  good  special  programs  for  the 
right  clients  at  the  right  time  are 
extremely  effective." 

Marketing  boost.  "It  is  always 
necessary  to  have  the  marketing  ob- 
jee  lives  of  the  client  uppermost  in 
any  kind  of  tv  buying,  and  there 
certainly  arc  times  when  a  special 
tv  program  can  give  a  marketing 
program  just  the  boost  it  needs," 
Barry  declared.  "The  news  and 
public  affairs  specials  are  equally 
good  on  either  a  one-time  or  con- 
tinuing basis.  Again,  the  client's 
needs  must  dictate  the  purchase  of 
such  properties.  We  have  had  con- 
siderable experience  with  them,  for 
example  in  the  Gulf  Instant  News 
programing  on  NBC.  and  are  con- 
vinced  thai  they  are  a  fine  vehicle 
loi  developing  a  strong  and  effec- 
tive 'reputation'  building  campaign. 


"In  general,  we  believe  that  en- 
tertainment and  news  specials  add 
'pepper'  to  the  schedules,  and  that 
the  public  benefits  not  only  in  get- 
ting information  quickly  and  in 
depth  on  the  news  specials  but  in 
getting  an  'extra'  something  in  the 
entertainment  specials." 

Now  they  mean  something.  Spe- 
cials are  at  last  beginning  to  live 
up  to  their  name  and  concept,  Al- 
fred L.  Hollender,  executive  v.p. 
and  head  of  broadcast,  Grey  Ad- 
vertising, told  sponsor.  "They  are 
becoming  fewer  and  better,"  he 
asserted.  "Their  quality  is  adding 
lustre  to  the  tv  schedule.  For  too 
many  years  we  saw  specials  that 
were  far  too  frequent,  that  often 
harmed  the  name  'special'  by  their 
lack  of  specialness,  that  hurt  the 
shows  they  pre-empted  by  losing 
audience,  that  were  created  pri- 
marily to  accommodate  advertisers 
who  could  only  afford  a  one-shot. 
In  the  end,  they  hurt  the  medium. 
It  looks  like  the  years  of  abusing 
the  concept  are  ending.  And  that 
can  only  mean  a  much  brighter  fu- 
ture for  specials,  and  thus  for  the 
medium." 

According  to  Leslie  L.  Dunier, 
v.p.  in  charge  of  radio  t v.  Mogul 
Williams  &  Savior,  tv  specials  will 
continue  to  have  a  significant  spot 
in  the  schedule.  Dunier  told  spon- 
sor there  were  many  good  rea- 
sons why  an  advertiser  should  use 
this  type  of  exposure.  For  one, 
there's  the  chance  of  scheduling 
advertising  on  a  nation-wide  basis 
at  peak  promotional  periods.  "In 
so  doing,  the  advertiser  can  also 
reach  a  considerable  number  of 
homes  that  may  not  have  been 
reached  at  all  before,  or  at  least 
without  consistency,"  Dunier  de- 
c  hired. 

K&E's  pub  service  sponsors.  At 
hast  three  specials,  largely  of  the 
actuality  type,  will  be  presented  on 
network  tv  in  '62-'63  season  by  Ken- 
yon  &  Eckhardl  for  some  of  its  cli- 
ents. James  S.  Bealle,  v.p.  and 
radio  tv  director,  told  sponsor. 
"The  aclvei  tisers  we  represent  spon- 
sored a  series  of  public  service  pro- 
grams last  year  and  produced  ex- 
cellent results,"  he  said.  "While  we 
are  aware  that  these  programs  gen- 
erally clo  not  pull  the  audience  of 
the  shows  they  pre-empt,  they  have 
mam   other  values.    We  pioneered 


II 


SPONSOR    21    SEPTEMBER    1962 


OmwotytyB\k  look  at  ft... 


Picture  stories  come  to  life  on 
Scotch  brand  Live-Action  Video  Tape! 


The  same  vivid  sense  of  "it's  happening  now" 
that  makes  a  video  taped  drama  grip  the  viewer's 
attention,  works  for  added  bclievability  in  com- 
mercials carried  on  "Scotch"  brand  Video  Tape! 
The  reason  for  this  exceptional  sense  of  "pres- 
ence": compatibility  of  picture  source  and  the 
picture  itself.  Both  are  electronic  and  give  the 
viewer  an  image  that  involves  no  compromise. 

For  black  and  white  tv,  "Scotch"  Video  Tape 
provides  a  wide,  expanded  gray  scale  for  gradual 
transitions  from  absolute  black  to  absolute  white. 
For  color,  the  superior  picture  quality  of  video 
tape  is  even  greater.  Highest  fidelity  sound  adds  ' 
to  the  true-to-life  impression.  And  the  sharp  video 
tape  original  can  be  duplicated  with  excellent 
copies  or  with  kines  made  from  the  master  tape. 


Tape  has  main  favorable  facets  for  the  pro- 
ducer of  network  shows,  for  the  advertiser  and 
agencv  making  commercials,  for  local  program- 
ming and  closed  circuit  applications.  Immediate 
playback  means  mistakes  can  be  spotted  and  cor- 
rected at  once.  An  almost  limitless  number  of 
special  effects  can  be  achieved  instantlv  bv  push- 
button; others  are  done  relatively  easily,  and 
never  involve  lab  work  and  the  long  wait. 

"Techniques  of  Editing  Video  Tape"  is  the 
name  of  a  booklet  that  offers  a  sampling  of  ideas 
used  bv  video  tape  editors  to  build  shows  from 
tapes,  create  special  effects  .  .  .  tells  of  techniques 
that  make  editing  easier.  It's  free  .  .  .  just  wine. 
Magnetic  Products  Division.  3M  Company, 
Dept.  MCK-92,  St.  Paul  1,  Minn. 


"SCOTCH  '  AND  THE  PLAlO  DESIGN  ARE  REGISTERED 
TRADEMARKS  Of  MINNESOTA  MINING  »  MANUFAC- 
TURING CO  .  ST  PAUL  I.MINNESOTA  EXPORT  9» 
P»"H  AVENUE  NEW  YORK.  NY.  IN  CANADA  LONDON 
ONTARIO     C"t<     3«   CO. 


magnetic  Products  Division 


3m 

MH  COmPANY 


SPONSOR    21    SEPTEMBER    1962 


specials  here  at  K8cE  and  do  not 
hesitate  to  recommend  them  if  they 
fall  within  the  marketing  require- 
ments of  our  clients.  The  big  spe- 
cial frequently  falls  short  of  mar- 
keting requirements,  and  big  spe- 
cials are  becoming  increasingly 
hard  to  build,  likewise,  difficult  to 
sell." 

Like  others  in  the  field,  Dan 
Melnick,  ABC  v.p.  in  charge  of  tv 
nighttime  programing,  told  sponsor 
that  "most  entertainment  specials 
have,  in  effect,  become  'ordinaries,' 
and  for  that  reason  ABC  TV  has 
always  been  very  particular  in  the 
scheduling  of  such  programing. 
"We  are  continuing  our  policy  of 
limiting  entertainment  specials  and 
of  seeking  out  only  outstanding 
shows  that  really  are  'special'  in 
nature,  quality  and  appeal,  such 
shows  as  The  Bing  Crosby,  Sid 
Caesar  and  Edic  Adams  specials." 

Hope  was  held  out  for  better  but 
fewer  specials  in  days  to  come  by 
Max  Tendrich,  executive  v.p., 
Weiss  and  Geller.  In  Tendrich's 
opinion,   networks  and  advertisers 


have  now  learned  that  regular!) 
scheduled  specials,  as  in  the  flood 
days  of  1959  and  1960,  were  not 
specials  at  all.  "Yes,"  said  Tend- 
rich, "specials  in  small  doses  can 
be  a  'best  buy'  for  an  advertiser." 

Many  merchandising  values.  Art 
Duram,  senior  v.p.  and  head  of 
the  radio/tv  department  of  Fuller 
&  Smith  &  Ross,  believes  there  are 
still  fine  opportunities  available  to 
anyone  who  hasn't  made  use  of 
specials.  Like  other  experienced 
advertising  experts,  he  sees  end- 
less promotional  pluses  that  go  with 
the  use  of  specials,  more  so  these 
days  with  public  service  type.     ^ 


ROCKING    REPS 

(Continued  from  page  29) 

"I'd  rather  see  standing  room 
only  in  your  waiting  room,  due  to 
tv  buying  activity,"  replied  one. 

"Yes,"  said  another,  "so  that  I 
may  relax  and  meditate  the  best 
sales  approach  to  add  your  agency 
to   our   list   of   happy   customers." 


BIGGER  than 
SACRAMENTO  -  STOCKTON 

One  Buy  Delivers 

IDAHO  -  MONTANA 

plus  1  1   counties  in  Wyoming 
at  lower  cost  per  thousand 

SKYLINE  TV  NETWORK  delivers  10.100  more 
TV  homes  than  the  highest  rated  station  in 
Sacramento-Stockton  at  nearly  18%  less  cost 
per  1,000.  SKYLINE  delivers  92300*  nighttime 
homes  every  quarter-hour  Sunday  through  Sat- 
urday. Non-competitive  coverage.  One  contract 
— one  billing — one  clearance.  Over  267,880  un- 
duplicated  TV  homes  in  5  key  markets.  Inter- 
connected with  CBS-TV  and  ABC-TV. 


IDAHO— KID-TV  Idaho  Falls      MONTANA— K  -II    IV  Butte 

KLIX-TV  Twin  Falls  KFBB-TV  Great  Falls 

KOOK-TV  Billings 
KBLL-TV  Helena 
Satellite  to  KXLF-TV 


TV  NETWORK 

P.  O.  Box  2191  Idaho  Falls,  Idaho 


Call  Mel  Wright,  phone  area  code  208-523-4567  -  TWX  No.  IF   165 
or  your  nearest  Hollingbery  office  or  Art  Moore  in  the  Northwest 


Commenting  on  the  "Let's  keep 
America  awake"  line,  "I  feel  you 
can  still  rock  and  stay  awake." 

Another  rep  said,  "Yes,  only  if 
wired  to  receive  our  station's  all 
day  Better  .Music,  as  it  never 
rocks." 

An  enterprising  reply  came  in 
from  one  rep  who  pushed  a  cam- 
paign for  one  of  Weightman's  cli- 
ents, Pennsylvania  Dutch  Noodles. 
"Why  not?  Rockers  are  standard 
equipment  in  every  Pennsylvania 
Dutch  house.  Momma  uses  it  to 
dream  up  noodle  dishes  the  family 
will  enjoy.  Poppa  uses  it  during 
the  winter  to  plan  the  egg  laying 
and  wheat  planting  schedule.  So, 
put  it  not  in  the  reception  room 
but  in  the  boss's  office  to  inspire 
him  to  create  a  new  frontier  pro- 
gram for  Pennsylvania  Dutch 
brand." 

One  rep  quickly  spotted  the  chair 
as  a  new  advertising  medium  and 
remarked  "I  would  like  to  buv  ad- 
vertising space  on  the  seat." 

Another  who  voted  "yes"  added 
ruefully,  "as  I  seem  to  mostly  sit 
and  not  see  anyone." 

A  poetic  approval  was  voted  bv 
one  rep  who  wrote: 

"A  little  rest  now  and  then 

is  relished  by  the  best  of  men." 

The  rocker  the  agency  installed 
recently  is  the  first  of  several  to  be 
tried  out  for  size.  Says  agency  man 
Jocelyn:  "Doubt  if  we'll  be  content 
with  the  modern  rocker  when  we 
see  the  old-fashioned  one.  Maybe 
we'll  keep  both!"  ^ 


ADVERTISING   GRADUATES 
(Continued  from  page  36) 

ingly,  few  advertising  programs  will 
include  enough  advertising  courses 
to  constitute  more  than  one-fifth  or 
one-sixth  ol  the  total  hours  re- 
quired for  graduation. 

"For  what  kind  of  jobs  do  these 
advertising  courses  prepare  a  stu- 
dent who  applies  for  an  agency  job 
after  graduation?  It  depends  upon 
the  student's  inclinations  and  the 
agency's  need.  Most  students  who 
go  into  agency  work  directly  from 
college  start  in  copy,  research  pro- 
line lion,  media,  or  account  execu- 
tive training  programs.  Like  most 
schools  ollering  a  full  advertising 
program,Syra<  use  University  stresses 
creative  training,  marketing,  statis- 


I., 


SPONSOR    24    SEPT]  MBER    1%2 


WEB 


KW2. 


rfl  *•'.'.»> 


■ 


one  radio 

station  in 

the  nation's 

top  ten  markets 

surpasses  all 

others  in 

weekly  penetration 


ttTHE  VOICE  OF  ST.  LOUIS" 


*  Cumulative  Pulse,  1962 


KMOX  Radio  is  a  CBS  Owned  station  represented 
nationally  by  CBS  Radio  Spot  Sales 


SPONSOR    L'l    SEPTEMBER    1962 


17 


lii  s  and  mechanical  production  (ty- 
pography, engraving,  etc.) .  In  ad- 
dition, we  are  lucky  enough  to  have 
a  full-fledged  radio  and  television 
department  with  complete  equip- 
ment. Consequently,  we  train  many 
people  who  go  directly  into  radio 
and  television  work  on  the  agency, 
network,  or  station  level.  A  number 
of  other  schools  around  the  country 
also  offer  down-to-earth  radio  and 
television  training  in  stations  oper- 
ated by  student  personnel.  In  addi- 
tion to  Syracuse,  such  schools  as 
Missouri,  Illinois,  and  Iowa  offer 
this  opportunity — and  there  are 
others. 

Student  caliber  high.  "While  ad- 
vertising agencies  don't  break  down 
the  doors  to  recruit  advertising  ma- 
jors, we  seem  to  place  every  worth- 
while major  who  really  wants  to 
work  in  the  agency  area.  During 
this  last  year,  for  example,  we've 
placed  people  with  J.  Walter 
Thompson,  Leo  Burnett,  Foote, 
Cone  &  Belding,  Doyle  Dane  Bern- 
bach,  N.  W.  Ayer,  and  many  others. 
A  good  number  of  the  top  agencies 
come  to  the  campus  to  interview 
graduating  seniors  and  graduate 
students  and  I  can  honestly  say  that 
agency  after  agency  has  expressed 
amazement  at  the  caliber  of  the  stu- 
dents. Best  evidence  of  this  is  that 
every  single  agency  is  planning  to 
make  a  return  trip  next  spring;  I 
have  letters  in  the  file  to  prove  this. 

"Although  most  agency  men 
think  that  each  advertising  major 
is  eager  to  get  into  agency  work, 


this  is  not  true.  Most  graduates 
look  first  at  company  advertising 
departments.  They  like  the  op- 
portunity and  the  pay  scales  offered 
by  Procter  &  Gamble,  Lever  Broth- 
ers, General  Electric,  and  other  big 
companies.  They're  afraid  of  agen- 
cies— afraid  they  can't  make  the 
grade,  afraid  of  the  instability 
they've  heard  about,  afraid  they 
can't  be  married  on  the  kind  of 
money  paid  by  agencies.  I  would 
say  that  generally  the  very  best  ad- 
vertising graduates  head  for  com- 
pany advertising  departments;  the 
agencies  get  what's  left.  I'm  talking 
about  male  graduates.  Women 
graduates,  who  don't  indulge  in 
June  weddings,  most  often  end  up 
in  retail  advertising  departments 
or  in  agencies.  A  woman  graduate, 
no  matter  how  gifted,  normally  has 
a  much  rougher  time  getting  that 
first  agency  job  than  does  a  man. 

"Can  we  really  equip  the  student 
for  agency  work?  No  school,  offer- 
ing an  advertising  major,  claims 
that  its  graduates  can  learn  every- 
thing in  school  that  can  be  learned 
on  the  job.  But  ranking  schools 
offering  advertising  majors  can  de- 
liver to  the  agency,  men  and  women 
who  know  enough  about  media, 
about  copy,  about  layout,  about 
marketing,  about  general  advertis- 
ing procedure  to  enable  them  much 
more  quickly  to  fit  into  an  agency 
job  niche.  Schools  can  sort  out  for 
agencies  the  students  who  are  nat- 
urals for  the  business,  and  those 
who  are  misfits.     While  almost  no 


advertising  educator  will  say  his 
majors  are  ready  to  take  over  the 
first  day  on  the  job,  everyone  of 
them  has  had  students  who  did 
just  that. 
Educators      are      experienced. 

"Anyone  not  acquainted  with  what's 
been  going  on  in  advertising  educa- 
tion in  recent  years  might  wonder 
whether  the  advertising  educators 
are  capable  of  judging  the  merits 
ol  their  students  for  advertising 
work.  So  far  as  I  know-,  every  first- 
rate  university  department  in  the 
country  is  staffed  by  people  of  long- 
time experience  in  the  field.  To 
name  a  few,  there's  Warner  at 
Washington,  Britt  at  Northwestern, 
Gross  at  Missouri.  Crawford  at 
Michigan  State.  These  men  have 
held  top  executive  posts  in  agen- 
cies, in  companies,  in  media.  By 
any  standard,  they  are  qualified  to 
practice  advertising,  to  teach  adver- 
tising, and  to  judge  whether  a  stu- 
dent has  enough  knowledge,  drive, 
and  potential  to  make  it  with  an 
agency  or  with  a  company. 

"Advertising  majors  are  not  so 
numerous  at  the  moment  that  ad- 
vertising educators  have  become 
alarmed  about  a  lack  of  job  possi- 
bilities upon  graduation.  In  most 
schools,  there  is  a  pretty  sensible 
balance  between  the  number  of 
advertising  majors  and  the  number 
of  jobs  available.  This  situation 
is  helped  considerably  by  the  fact 
that  most  advertising  programs  in 
school  are  tough  enough  to  elimi- 
(Pleasc  turn  to  page  54) 


°oC 


surgery  in  a  snowstorm? 


If  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  10%. 
(ARE,  March,  1962)  Your 
big  buy  for  North  Florida, 
South  Georgia,  and  South- 
cast  Alabama  is 


<D 


WCTV 


TALLAHASSEE 
THOMASVILLE 


BLAIR  TELEVISION  ASSOCIATES 


IS 


SPONSOR    2  I    SEPTEMB1  R    1962 


RCA  CARTRIDGE  TAPE  SYSTEM 

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 


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  of  the  past' 

Transistor  circuitry,  good  regulation 
for  precise  timing,  low  power  consump- 
tion, are  among  other  valuable  features 


See  your  RCA  Broadcast  Representative 
for  the  complete  story.  Or  write  RCA 
Broadcast  and  Television  Equipment, 
Dept.  MC-264.  Building  15-5.  Camden.  N.J. 


THE  MOST  TRUSTED  NAME  IN  ELECTRONICS 


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WMAL-TV 

TV  NEWS  LEADER  IN 
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INAUGURATES  A  NEW 
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NEWS  PROGRAMMING 
FOR  WASHINGTON 

THE  EVENING 


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77 


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MONDAY  ™ru  FRIDAY 


A  complete  hour-long  report  of  all  the  day's 
news,  compiled  by  Washington's  largest,  most 
experienced  and  best  equipped  local   radio- 
television  News  staff.   Its  facilities  include  6 
radio-camera  equipped  Newswagons,  the  city's 
only  News  Helicopter,  2  World-wide  News 
services,  a   high-speed  film   laboratory  and 
Washington's  first  mobile  VTR  unit  (in  operation 
next  month),   plus  the  ABC  World-wide 
News  staff. 

6:30-6:45  PM-ABC  Evening  Report 
6:45-6:50  PM— Backstage 
6:50-6:55  PM— Business  News 
6:55-7:00  PM— Sports 
7:00-7:15  PM— Area  Round-up  News 

D.  C,  Ml,  &  Va. 
7:15-7:25  PM-Capitol  Report 
7:25-7:30  PM-Weather 


Check  H-R  Television  for  Program 


wmol-tv 

Washington,   D.  C. 

An  Evening  Star  Broadcasting  Company  Station, 
represented  by  H-R  Television.  Inc. 


50 


SPONSOR    24    SEPTEMBER    19612 


WASHINGTON  WEEK 


What's  happening 

in  U.S.  Government 

that  affects  sponsors, 

*i  ccdTcupcd  100  /  agencies,  stations 

24  SEPTEMBER  1962  /   c^yri«ht  i»«2  ° 


I 


Prehearing  conference  on  the  proposed  NBC  swap  of  its  WRCV-TV,  Phila- 
delphia, for  RKO's  WNAC,  Boston,  brought  out  a  prediction  that  NBC's  existence 
as  a  network  is  in  jeopardy  in  the  proceedings. 

However,  it  must  be  noted  that  the  statement  seemed  extravagant  to  all  concerned  in 
the  complicated  proceedings,  especially  to  NBC. 

Also  involved  is  the  Philco  application  for  a  new  tv  station  on  Philadelphia  channel  3 
which,  if  granted,  would  leave  NBC  nothing  to  trade.  RKO  General  counsel  W.  Theodore 
Pierson  was  the  one  who  foresaw  the  great  danger  to  the  network.  He  said  the  only  way 
Philco  could  win  the  channel  would  be  to  prove  NBC  unfit  to  operate  it,  and,  if  NBC 
were  so  found  in  Philadelphia,  the  same  thing  would  be  true  elsewhere.  Finally,  since  a 
tv  network  can't  operate  without  o&o  stations,  Pierson  reasoned,  the  network  would  go  out 
of  business. 

Pierson's  whole  point  was  that  if  Philco  won  the  channel  from  NBC,  that  company 
would  have  a  third  station,  there  would  be  only  two  tv  networks  still  in  business,  and  hence 
Philco  couldn't  give  Philadelphia  network  programing.  Irving  R.  Segal,  represent- 
ing NBC,  appeared  more  amused  at  the  hypothetical  chain  of  events  than  alarmed. 

License  renewals  for  the  Boston  and  Philadelphia  stations,  Philco's  competitive  bid  for 
Philadelphia  channel  3,  and  the  applications  for  the  projected  RKO-NBC  trade  are  all  that 
remain  of  the  most  sweeping  series  of  station  sales  and  trades  in  the  history  of  broadcasting. 
Actual  hearings  are  slated  to  start  on  22  October;  another  prehearing  conference  is  set  for 
3  October.     Prospects  are  still  for  a  long  and  bitter  battle. 

Philco  appeared  to  lose  a  point  on  the  seriousness  with  which  RCA-NBC  antitrust  nolo 
contendre  pleas  would  be  considered.  But  antitrust  matters  will  be  the  Philco  main  line  of 
attack.  Justice  Department,  which  dictated  NBC  divestiture  in  Philadelphia,  wants  to  take 
no  part  in  this  case. 


Stability  of  TV  channel  allocations  seems  assured  for  at  least  10  years.  Con- 
clusions about  the  success  of  the  all-channel-set  law  in  encouraging  construction  of 
uhf  stations  will  be  withheld  for  at  least  five  and  more  likely  eight  years  after  the 
early-1964  cutoff  date  for  making  of  vhf-only  sets. 

Chances  are,  if  it  is  found  that  uhf  stations  still  can't  compete,  a  totally  new  set  of 
Commissioners  will  have  to  face  up  to  a  renewed  problem  of  what — if  anything — to  do  about 
it.  However,  such  a  new  Commission  wouldn't  have  one  of  the  most  pressing  problems 
confronting  deintermixture  or  a  larger  scale  shift  of  tv  to  uhf.  That  would  be  set  incompati- 
bility. 

Meanwhile,  there  has  been  some  stepup  of  interest  in  uhf  channels,  and  there  is  a  possi- 
bility of  even  more  when  additional  uhf  receivers  are  in  the  hands  of  the  public.  However, 
there  is  still  doubt  about  the  economic  ability  of  the  nation  to  support  too  many 
high-cost  tv  operations  in  a  community. 


Another  interruption  in  the  FCC  trend  toward  "tough"  decisions  could  be  in 
the  making  with  a  hearing  examiner's  recommendation  against  cancellation  of 
the  license  of  KWK,  St.  Louis. 

KWK  was  hit  with  another  of  those  charges  revolving  around  contests.  FCC  hearing 
examiner  Forest  L.  McClenning  absolved  the  ownership  for  misdeeds  of  a  station 
manager,  who  was  fired  after  the  irregularities  came  to  light.  The  decision  is,  however, 
subject  to  Broadcast  Bureau  appeal  to  full  Commission. 

SPONSOR/24   SEPTEMBER    1962  51 


'SPONSOR  HEARS 


24  SEPTEMBER  1962  /  copyright  imu 


A  round-up  of 

trade  talk,  trends  and 

tips  for  admen 


General  Foods,  which  seems  bent  on  becoming  a  substantial  customer  of  net- 
work tv  specials,  proved  late  by  a  day  in  picking  up  a  replay  of  the  Mary  Martin 
version  of  Peter   Pan    on   NBC   TV    (tagged  around  $500,000  for  time,  talent). 

An  order  had  very  shortly  before  GF's  bid  come  in  from  Lipton  and  Timex. 

The  food  giant  was  ready  to  sponsor  the  entire  two  hours. 


ABC  TV  has  apparently  changed  course  in  its  previously  posted  restrictions  on 
advertiser  participation  in  the  Wide  World  of  Sports. 

An  earlier  memo  had  thumbed  out  among  other  things  such  categories  as  drugs  and 
patent  medicines  and  alcoholic  or  malt  beverages. 

Pabst  has  since  been  gathered  into  the  fold.  Explained  ABC  TV  sales:  somebody  went 
off  base;  certain  types  of  proprietaries  would  be  welcome. 


It'll  cost  ABC  Radio  $100,000  a  year  for  the  coincidental  phone  recall  service 
that  the  network  is  buying  from  Sindlinger,  the  first  of  which  monthly  reports  will 
be  issued  next  week. 

The  alliance  was  incidentally  spawned  by  the  network's  strong  dissatisfaction  with 
Nielsen's  system  for  counting  actual  listenership. 

As  ABC  Radio  research  manager  Elizabeth  Harris  puts  it:  Sindlinger  will  orient 
his  measure  to  people  and  not  to  machines  (audimeters). 


N.  W.  Ayer  has  about  seven  years  to  go  before  it  can  celebrate  its  100th  anni- 
versary but  there's  a  quirk  about  its  founding  that  may  not  be  generally  known  to 
admen. 

The  actual  founder  was  Francis  Wayland  Ayer,  who  felt  that  he  was  too  young  to 
put  his  own  name  on  the  door  and  so  he  adopted  his  father's  front  initial  and  sub- 
merged his  own  identity  in  the  "&  Son." 

The  elder  Ayer's  own  interests  were  foreign  to  advertising. 

The  theme  about  sons  who  have  followed  in  the  footsteps  of  their  sires  is  one  that  catches 
the  fancy  of  people  in  any  trade  or  profession. 


Here's  a  random  updating 

FATHER 

James  T.  Aubrey 

Robert  T.  Colwell 

Clifford  Dillon 
Marion  Harper 
A.  W.  Hobler 


Chester  J.  LaRoche 
Henry  Legler 
Earl  Ludgin 
Charles  McKee 
Henry  0.  Patterson 


of  that  theme  as  far  as  agency 

SON 

Steva  Aubrey 
James  T.  Aubrey,  Jr. 
Howard  Colwell 
Richard  Colwell 
Bryan  Dillon 
Marion  Harper,  Jr. 
Edward  Hobler 
Wells  Hobler 
Herbert  Hobler 
Chester  R.  LaRoche 
Ross  Legler 
Roger  Ludgin 
Rudyard  McKee 
William  Patterson 


men  are  concerned: 

CURRENT    CONNECTION 

J.  Walter  Thompson 

CBS  TV 

Kudner 

Bristol-Myers 

Benton  &  Bowles 

McCann-Erickson 

Needham,  Louis  &  Brorby 

Gardner 

Videotape  Productions 

C.  J.  LaRoche 

Ted  Bates 

Leo  Burnett 

J.  Walter  Thompson 

Ogilvy,  Benson  &  Mather 


52 


SPONSOR/24   SEPTEMBER    1962 


SPARKLE!  SPARKLE!  SPARKLING  BEAUTY:  A  Procter  & 
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 
EASTMAN  KODAK  COMPANY,  Rochester  4,  N.  Y. 

East  Coast  Division,  342  Madison  Avenue,  New  York  1 7,  N.  Y. 

Midwost  Division,  1 30  East  Randolph  Dr.,  Chicago  1 4,  III. 

W»st  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. 


ADVERTISING   GRADUATES 

(  ontinued  from  page  48) 

nate  the  faint-hearted,  and  those 
who  lack  potential  Eor  the  field. 
And  whal  a  time-saver  this  is  foi 
the  agen<  ies  and  the  <  ompanies! 

"One  development  thai  lias 
helped  enormousl)  in  preparing 
students  for  agency  work  is  the 
growth  "I  summei  internship  pro- 
grams in  which  the  student  works 
dm  ing  thf  summer  before  he  entei  s 


his  senior  year.  Usually  i his  is 
done  with  an  understanding  that 
if  he  likes  the  agency,  and  the  agen- 
cy likes  him,  thai  there  may  be  a 
job  waiting  foi  him  the  following 
June.  II  more  agencies  would 
offei  such  internships  there  would 
be  fewer  agenc)  won  ies  about 
where  to  obtain  competent  person- 
nel in  the  future,"  Burton  contends. 
"Altogether,  I  would  say  that  ad- 
vertising education  lias  much  to 
offer    the    advertising   agency,    and 


fin   Woorjftard      initiates "  Jerry  Sprague  into  the  Club 


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?  We  take 
orders  of  all  sizes. 

Source   U  S  Census 


TELEVISION 

WINSTON-SALEM       GREENSBORO       HIGH    POINT 


vice  versa.  Sometimes,  however, 
I'm  a  bit  amazed  1>\  the  skeptical 
attitude  of  so  many  advertising 
practitioners  toward  advertising  ed- 
ucation. An  industry  so  beleagu- 
ered by  articulate  and  powerful 
critics  should  welcome  an  attempt 
to  raise  industry  standards  and 
should  certainl)  count  as  true 
friends  the  advertising  educators 
eager  to  help  in  the  training  of 
( ompetent  personnel." 

So  the  situation  stands  today,  but 
Crichton  has  high  hopes  for  the 
years  ahead. 

The  future.  "It  is  probable  that 
the  number  of  people  whose  aca- 
demic backgrounds  are  basically 
advertising  oriented  will  increase 
in  agencies — and  perhaps  be  pre- 
dominant,"  the  4  A  president  said. 

"Frequently  young  job  hunters 
need  motivation— and  a  good  deal 
of  tough-minded  determination— 
to  get  a  job  in  the  agency  business. 
They  get  pushed  around  a  good 
deal.  They  don't  get  a  very  warm 
reception.  Whether  the  agencv 
business  is  actually  more  callous 
than  other  businesses,  is  a  matter 
of  opinion.  But  it  certainly  has  a 
reputation  for  caring  very  little 
what  young  job  applicants  think  of 
its  personnel  methods. 

"This  is  a  quote  from  a  letter  to 
us  from  a  professor  at  a  major  east- 
ern university.  His  point  is  that 
his  promising  young  students  were 
rudel)  treated. 

'We  are  attempting  to  prepare 
young  men  and  women  for  careers 
in  advertising  by  offering  them  an 
overview  of  advertising's  place  in 
the  socio-economic  scheme  of 
things  as  well  as  a  knowledge  of 
the  basics  that  make  it  work  in  ful- 
filling its  function.  Earl)  in  March, 
two  members  of  my  senior  adver- 
tising  class  headed  lor  New  York 
(admittedly  unannounced)  to  ti\ 
their  link  at  several  of  the  largei 
.i^cik  ies.  1  would  ha\  e  been  de 
lighted  to  have  either  of  them 
working  lor  me  in  the  field  and 
would  stack  them  against  the  out- 
put ol  any  graduating  class  lor 
success  in  (and  improvement  of) 
the  advertising  business.  They 
were  well  received  at  one  agency, 
politely  handled  al  another,  and 
ciudeh  disp. itc  lied  al  three,  with- 
out any  indication  of  what  future 
ac  lion  on   tluii    pari   mighi   even- 


:>l 


SPONSOR    _'l    si  PTEMBER    1962 


me 


to  the  OLD 

SOUTH... 


introducin 


CHANNEL 


9 


TELEVISION 

CHARLESTON 
South  Carolina 

Bringing  ^H  to  the 

Carolina^^^iowcountry 


SPONSOR  '24    SEPTEMBER     1 9G'J 


ADVERTISING     TIME     SALES.     INC. 


55 


tualh  consummate  in  an  interview. 
An  isolated  example?' 

"We  need  to  learn  Erom  Voltaire: 
'We  cannot  always  oblige,  Inn  we 
can   always   speak   obligingly.' 

"In  the  future  we  will  need  a 
large  number  of  people."  says 
Crichton.  "In  1956,  Norman 
Strouse  oi  |.  Walter  Thompson 
forecasi  the  need  Eor  about  3,125 
people  a  year,  ol  whom  about 
2,100  would  be  professionals— that 
is.    specialists    in    the    advertising 


agency  business.  Thai  Eorecasl 
holds  up  well.  Of  our  total  needs, 
about  one-third  is  now  being  Idled 
Erom  college.  That  proportion  will 
almost  certainl)  grow.  It  could  be 
hall  the  3,125  in  1970. 

"Perhaps,  10  years  Erom  now. 
100,000  people  will  be  needed  to 
handle  an  advertising  volume  near- 
ly double  the  $12  billion  total  to- 
day. More  of  them  will  be  the 
products  of  speciali/ed  training  in 
college."  ^ 


Suddenly  we  offer 

35.9% 

ADDITIONAL  VIEWERS 
in  NORTHERN  MICHIGAN! 


WWTV's  new  satellite  (WWUP-TV  at  Sault 
Ste.  Marie)  is  now  on  the  air  —  delivering 
35.9%  more  of  the  television  homes  in  39 
counties  of  Northern  Michigan! 

WWTV/ WWUP-TV  combined  now  cover 
874,100  people  in  Michigan  and  contiguous 
Canada.  The  effective  buying  income  of  people 
in  this  area  is  $1,304,145,000  annually. 

This  unique  combination  really  saturates  our 
fast-growing  industrial  area.  To  get  equivalent 
coverage  with  other  media,  you'd  have  to  use 
20  radio  stations,  or  f3  newspapers! 

Ask  your  jobbers  or  distributors  in  this  area. 
They  know  the  story! 


FLASH  !  As  we  go  to  press,  A.R.B.  reports  of  tele- 
phone coincidental  surveys  arrive  (started  10  days  after 
WWUP  TV  began  operation  as  full-time  satellite).  Results 
indicate  that  35.9%  expected  listenership  increase  has 
been  greatly  exceeded. 


>'I/i4 •Sety'iMafuun 


WKZ0    KALAMAZ00-BATTLE  CREEK 
WJEE    GRAND  RAPIDS 
WJEFFM    GRAND  RAPIDSKALAMAZ00 
WWTVFM    CADILLAC 

TELEVISION 

WKZ0TV    GRAND  RAPIDSKALAMAZ0O 
WWTV/  CADILLAC-TRAVERSE  CITY 

/WWUP-TV    SAULT  STE.  MARIE 
K0LN-TV/  LINCOLN,  NEBRASKA 

/K0IN-TV    GRAND  ISLAND,  NEB. 


WWTV/WWUPTV 


CADILLAC  TRAVERSE  CITY 

CHANNEL    9 

ANTENNA  1640    A.  A.  T. 

CBS    •    ABC 


SAULT  STE.  MARIE 

CHANNEL   10 

ANTENNA   1114'  A.  A.  T. 

CIS    •    ABC 


Avi-ty  Knodtl.  Inc.,  Exclusive  Notional  R*pr«s«nfoh'v«s 


NFL  ON  TV 

(Continued  from  page  38) 

casting  of  the  football  games  ihem- 
selves,  it  was  explained  by  Richard 
Stevens,  Fletcher  Richards,  Calkins 
&  Holden  vice  president  and  ac- 
count supervisor— and  no  relation 
to  the  client— that  onh  CHS  sta- 
tions in  the  14  league  cities  (plus 
Boston)  would  telecast  the  games, 
and  residents  would  view  only 
"away"  games. 

Stevens  pointed  out  that  the  net- 
work paid  N<). 300,000  to  the  league 
for  telecast  rights  to  the  games  for 
'62  and  '63.  The  radio  stations,  he 
added,  made  the  buys  individually, 
whether  the)  were  part  of  a  net- 
work or  independent.  ^ 


MOBILE   RESEARCH 

{Continued  from  page  39) 

travelling  from  house  to  house. 

2.  No  time  is  lost  by  household 
distractions  —  phones,  children, 
pets,  etc. 

3.  No  time  is  wasted  calling  on 
non-shoppeis. 

4.  No  needless  expense  in  train- 
ing new  interviewers  lot  each  new 
survey.  Permanent  stall  handles 
all  work. 

Other  than  time  and  money  sav- 
ings, however.  T-L  believes  that 
Mobile  Surveys  have  other  even 
more  important  advantages,  in- 
cluding close  control  of  new  prod- 
ucts oi  advertising  where  securitv 
is  important,  the  ability  to  get 
"fresh"  respondents  in  one  inter- 
view nuclei  ideal  conditions,  and 
the  ability  to  test  "all  six  of  the 
basic  factors  which  determine  ad- 
vertising cllec  liveness." 

T-L's  six  factors.  The  Chicago- 
based  agenc)  (it  has  branches  in 
V  "> .  and  1  lollywood)  feels  that 
most  cop)  testing  concentrates  on 
onl\  one  measurement  such  as  re- 
call, association  ol  ideas  or  sight 
i  cmc  lion. 

I  alli.un  I  ail  cl.  w  hie  h  does  ex- 
tensive pre-testing  ol  themes  and 
ici  hniques  Eoi  i\  c oimneic  ials,  be- 
lieves ihai  six  lactois  aie  impor- 
tant. 

I  )   basic  appeal  ol  the  sales  prop- 
osii  ion 

2)  understanding 

pi  i  ipi  isit  ion 


tne 


sales 


56 


SPONSOR   24    si  rii  MBER    1962 


3)    sense  <>!   pel  son.il  invoh  einein 

with  the  produi  I 
l  >  belie\ .il)ilii\  of  .id  promises  "i 
c  [aims 

5)  attitudes   <  reated    In    the   ad 
towai  (I  the  produ<  i 

6)  attitudes  ( reated  b)  the  ad  to 

(he  ad   itself. 

T-L  has  been  researching  on  iliis 
si\  poiiii  liasis  lot  approximated 
two  years. 

Mobile  unit  operation.  In  con 
ducting  Mobile  Research  sm\e\s. 
I  I  selec  is  a  shopping  ( enter  and 
hauls  in  its  units  lot  a  period  <>i 
several  days  (usuall)  Hiursda) 
through  Monday  |. 

Signs  .ne  placed  on  the  pave 
inent  around  the  trailers  and  inter- 
viewees  are  also  buttonholed  l>\ 
Mobile  Survej  personnel,  who 
wear  l>i  ighl  red  ja<  kets. 

Bail  is  the  oiler  of  a  SI  merchan- 
dise certificate,  redeemable  at  any 
store  in  the  (enter  within  ten  days. 

Respondents  are  shepherded  firsi 
to  the  control  trailer  where  the\ 
fill  out  cards  ol  basic  information 
(name,  address,  phone,  sex.  occu- 
pation, etc.),  as  well  as  specific  in- 
formation about  product  use  or 
need. 

I  his  last  enables  the  lesean  hers 
to  channel  interviewees  in  the  sur- 
vey lot  which  they  arc  best  suited 
(as  main  as  six  different  surveys 
are  conduc  ted  at  once).  The)  are 
(hen  directed  to  the  interview  trail- 
er where  T-L  interviewers  spend  5 
to  2")  minutes  with  each.  Each  in- 
terview compartment  is  equipped 
to  show-  all  types  ol  ads.  including 
of  course,  t\  commert  ials. 

And  they  love  it.  During  a  font 
da)  period  T-L's  research  center 
condut  i  s  500-1,000  interviews, 
which  are  tabulated  in  the  control 
nailer  and  analyzed  by  electrons 
equipment  and  trained  specialists 
at  the  agency's  home  office. 

T-L  reports  "Because  shoppers 
come  to  our  trailers  voluntarily 
they  are  in  a  receptive  mood  and 
do    not    resent    being    questioned. 

Instead,  mam  seem  flattered  and 
consider  the  whole  operation  as  a 
lark  — a  pleasant  change  ol  pace  in 
their  daily  routine.  Also,  they  ap- 
preciate the  $1  gift  certificate-far 
more,  incidentally,  than  some  in- 
expensive merchandise  gift."      ^ 


THE  LEADER*  IN  THE 
SYRACUSE  MARKET! 


DELIVERS   50%"  MORE   HOMES 
THAN   STATION   "B" 


ARB   MARKET   REPORT 
MARCH.    1962 


Get  the  Full  Story  from   HARRINGTON,   RIGHTFR  &  PARSONS 


SPONSOR  24  sfvtkmbkr   1962 


-SPONSOR-WEEK 


Advertisers 


Continued 


ife;  ¥ 


Mouseketeers  mingle  with  tv  fans 

Jimmie  Dcxld  (far  r)  and  By  Williams  (1)  have  a  good  laugh  with  two  young  fans 
at  West  View  Park,  Pittsburgh.  Dodd,  Head  Mouseketeer  of  the  "Mickey  Mouse 
Club,"   appeared    with    local    hosl    Williams    at    annual    NBC-WIIC    Family   Day 


Out  of  this  world 

["hat's  what  Priscilla  Young,  emcee  of 
WSLS-TV,  Roanoke,  show  "Profile" 
thinks  of  this  outfit.  She  gives  audi- 
ence view  of  what  space  gals  will  wear 


Cards  on  the  table 

\\  I P,  Philadelphia,  had  to  use  a  huge 
table  i"  store  more  than  113,000  en- 
iiiis  lor  ML' 0110  home.  In  si  prize.  Sur- 
veying scene:  Harvey  Glascock  (r), 
gen.  mgr.,   Varner  Paulsen,   prog.  dir. 


Grove  goes  network  tv 
R.  \V.  Testement,  Grove  assist,  adv. 
\.p..  signs  NBC  TV  contract  Eoi  Bro- 
mo  Quinine.  Seated:  marktg.  v.p. 
(.1  ue  loss,  NBC  daytime  sales  dir.  Jim 
I  [ergen.  Standing:  ( ..miner  v.p.  Charles 
Butler.  \B(    sales  v.p.  Angus  Robinson 


Scott  Paper  will  put  about  $150,000 
of  left-over  fourth  quarter  ad 
money  into  network  tv. 

NBC  TV  is  the  beneficiary. 
Shows  involved  are  "Play  Your 
Hunch"  and  "Make  Room  for 
Daddy." 

General  Mills  will  introduce  three 
new  items  in  selected  markets  this 
fall. 

All  three,  handled  by  Doyle 
Dane  Bernbach,  are  casserole 
dishes:  Noodles  Almondine,  Maca- 
roni and  Cheddar,  Noodles  Itali- 
ano. 

Spot  tv  will  figure  importantly 
in  the  introduction. 

Financial  report:  Sales  of  Camp- 
bell Soup  for  the  1962  fiscal  year 
were  $591,550,000,  an  increase  of 
3%  over  last  year's  $572,403,000. 
Earnings  per  share  of  $4.01  were 
up  2%  over  the  fiscal  1961  earn- 
ings of  $3.95.  Net  income  after 
taxes  was  $44,765,000  compared 
to  $43,909,000  last  year. 

PEOPLE  ON  THE  MOVE:  Alex- 
ander P.  More  to  manager,  adver- 
tising, of  the  Huntington  Alloy 
Products  division,  The  Interna- 
tional Company  .  .  Charles  A. 
O'Malley  to  executive  vice  presi- 
dent of  the  Borden  Pioneer  Ice 
Cream  division,  effective  1  Novem- 
ber, replacing  Robert  H.  Comfort 
who  was  recently  appointed  vice 
president  <>l  Borden's  Milk  8c  Ice 
Cream  Co.  .  .  .  John  F.  Whiteomb 
to  corporate  vice  president  of  Min- 
nesota Mining  &:  Manufacturing. 


Agencies 


The  recent  merger  of  Roche, 
Rickerd  &  Cleary  and  Henri,  Hurst 
&  McDonald,  Chicago  is  one  of  the 
biggest  agency  combines  to  come 
along  in  quite  a  while. 

Operating  under  the  new  name 
of  Roche,  Rickerd,  Henri,  Hurst, 
the  merged  agent  v  estimates  its 
billings  at  $9  million. 

Offices  are  at  520  N.  Michigan 
\vcnue. 

[adon,  Chicago's  only  Junior 
Achievement     advertising     agency, 


58 


SPONSOR/24   SEPTEMBER    1962 


held  its  firsi  reunion  this  month 
in  (he  offices  "i  its  sponsor,  North 
Advertising. 

The  iilc.i  ol  establishing  an  ex 
pei  imenta]  agent  5  ti  i  be  staffed  l>\ 
young  peoph  was  conceived  by 
\Oi  ill  pi  esideni  Donald  1'.  Nathan 
son  in  the  spi  ing  "I    196 1 . 

Meeting  at  North  on  .1  weekly 
I). isis.  [adon  staffers  learned  basi< 
advei  tising  pi  in*  iples  through  in- 
formal discussions  will)  a»enc  \ 
personnel. 

Agency  appointements:  A.lmo  In- 
dustrial Electronics  10  Doremus  & 
Co.,  Philadelphia  .  .  .  Nutrodynam- 
ics  to  W.  B.  Doner  .  .  .  Vesely 
Manufacturing  i<>  MacManus,  John 
X-  Vd.uns  .  Maradel  Products  to 
Kenneth  Rader  Eor  a  new  deodor- 
ant, Dri-day,  licensed  from  Strand 
Cosmetics  Company  ...J.  R.  Clark 
and  Nash's  Coffee  to  MacManus, 
John  &  Adams  .  .  .  (Jddo  8c  Taor- 
mina  10  Weightman,  Philadelphia, 
for  its  Progresso  Brand  Quality 
Foods  throughout  Philadelphia, 
Centra]  Pennsylvania,  Baltimore 
Washington,  and  Pittsburgh  .  .  . 
Jacob  Ruppert  Brewery  to  Henry 
R.  Tunibull,  recently-formed  a<jen- 
( \.  effei  tive  1  [anuary  .  .  .  Horton 
8c  Converse,  27  store  drug  chain,  to 
The  Goodman  Corporation  .  .  . 
Eldon  Industries  to  Wade  Adver- 
tising, I.os  Vngeles  .  .  .  Empire 
State  Hearing  Aid  Bureau  to 
Wexton. 


International  appointment:  Mobil 
International  Oil.  international  di- 
vision ol  Socony  Mobil  Oil,  to  Ted 
Bates.  Account  will  be  serviced 
from  New  Yoik.  At  the  same  time-. 
A.F.p.-Ted  Bates,  S.  A..  Paris,  has 
been  appointed  by  the  Mobil 
group  ol  companies  in  the  Com- 
mon Market  plus  Austria  and 
Switzerland. 

Top   brass:   Carl   J.    Rudesill   has 

been  named  a  senior  vice  president 
at  D.  P.  Brothel .  Detroit. 

New  v.p.'s:  James  Stewart  at  Wil- 
liam Esty  .  .  .  Philip  Becker.  Wil- 
liam T.  Noble.  and  William  A. 
Sharon  at  Benton  8c  Bowles  .  .  . 
Richard  S.  Creedon  at  Ted  Bates 
.  .  .  Robert  (..  McKown  at  D.  P. 
Brother. 


Wheel  batrow  race  winner 
Frank  Messer,  long-legged  s]>"ii-  dir. 
.>l  \\  KA  \.  Ri(  hmond,  won  the  ra<  1 
blind  Fold*  d.  Event  was  pat  1  "I  ccle- 
bration  marking  end  of  1962  season 
i>l    "Wis"    I  1  iple    \    I  1  ague    baseball 


Moore  gets  his  stars 

I  liMin.lv  \\ .   Moore,  \ .p.  in  chargi    "i 

\l'.(  .      I  V      ill.     Is    111. Illi       111     In. Mill. I!  \       ill 

urn al  in  "McHale's  Navy,"  by  Ernesi 
Borgnine,  stai  "I  the  new  network 
si  1  ies,    .11    recent    1  mployei  s    mi  1  ting 


Tv  summit  conference  in  New  York 

The  Honorable  T.  O.  S.  Benson,  federal  ministei  "I  information  in  Nigeria,  meets 

with  NBC  olhci.ils  Robert  Kintner  (1),  pres.  and  Robi  n  Sarnofl    (r),  board  chmn. 


Miss  Latin  America  crowned  at  Palisades 

Trudy  Valldejuli  is  crowned  l>\  las)  year's  winnei    Vnita  Silva,  in  .1  contest  spon 
sored  by  WADO,   New  ^  < >i k.  Sililit/   Beer  and  Palisades  Amusement  Park     N 
Jersey.    Contest  results  were   broadcast   ovei    \\  VDO   by    Louis    Romanacce    (1) 


SPONSOR/24  September   1962 


PEOPLE  ON  THE  MOVE:  Arn- 
old Winograd  to  account  super- 
visor on  the  Schenley  account  at 
Norman,  Craig  &  Kummcl  .  .  . 
Arthur  J.  Sasso  to  director  of  mar- 
keting of  Newman  Mai  (in  .  .  . 
Ernest  J.  Ham,  Jr.,  to  Wesley  As- 
sociates as  account  executive  on 
American  Bakeries  (Taystee  Bread) 
.  .  .  Edwin  F.  Prizer  to  account  serv- 
ice coordinator  at  Albert  Frank- 
Guenther  Law  .  .  .  Bert  Rovics  to 
account  executive  at  Zam  &  Kirsh- 
nei  .  .  .  Peter  Finney  to  the  execu- 
tive staff  of  the  Miami  office  of 
J.  M.  Mathes  .  .  .  Robert  A.  Milford 
to  tv  commercial  producer  in  the 
New  York  office  of  Leo  Burnett 
.  .  .  John  L.  Owen  to  director  of 
broadcast  for  the  New  York  office 
of  Foote,  Cone  &  Belding  .  .  . 
Janice  Williams  to  office  manager 
ol  Lennen  &  Newell,  Beverly  Hills. 

Associations 

The  Georgia  Assn.  of  Broadcasters 
is  spearheading  a  traffic  safety  cam- 
paign which  would  include  six  or 
seven  southeastern  state  broadcast- 
ing associations  and  take  effect  next 
year. 

The  GAB,  for   the  past  several 

years,  has  held  a  state-wide  Safety- 

1  lion    Weekend    to    promote   safe 

driving  on  given  holidays  and  now 

proposes  that  other  groups  join  in. 

A  central  theme  would  be  ar- 
ranged  with  each  state  handling  its 
own  promotion  bul  all  would 
work  on  the  project  over  the  same 
holiday   weekend. 

Another  note  from  t he  GAB: 
Kenneth  A.  Cox,  chief  of  the  FCC 
broadcast  bureau,  heads  the  list  of 
speakers  invited  to  the  Southeast 
Radio-TV  Seminar  meeting  on 
CATV  scheduled  for  Hi  October 
in    Atlanta. 

Social  note:  "Showboat's  A'  Com- 
in'"  on  27  September  when  the 
Advertising  Women  of  New  York 
Foundation  launches  its  (.olden 
Jubilee  Cocktail  Party.  Place  is  the 
Moid  Commodore  and  piocecdsgo 
to  the  Foundation's  charitable  and 
edu<  ational  a<  tivities. 

PEOPLE  ON    THE   MOVE:   Roy 

E.  Morgan,  executive  vice  prcsi- 
deni  iinl  genera]  manager  of 
\\  ll  k.  \\  Mk,  s  Barre,  to  the  board 


60 


ol  directors  ol  the  Assn.  for  Pro 
fessional  Broadcasting  Education, 
replacing  William  Holm,  former 
general  manager  of  WLPO,  La- 
Salle. 


Tv  Stations 

Initial  plans  to  provide  national 
exposure  for  local  creative  talent 
to  be  presented  on  the  "Repertoire 
Workshop"  series  are  underway. 

Run  by  the  five  CBS  tv  o&o's, 
the  series  of  35  half  hour  programs 
is  designed  to  encourage  the  devel- 
opment of  local  talent.  Each  sta- 
tion will  produce  seven  programs 
in  the  series  which  will  be  seen  on 
all  five  stations  beginning  next 
January. 

Ideas  at  work: 

•  Concern  that  journalism 
schools  tend  to  be  heavily  oriented 
toward  the  print  media,  and  that 
it  may  be  up  to  the  nation's  broad- 
c  asters  to  do  something  about  it, 
prompted  WDBJ-TV,  Roanoke,  to 
initiate  an  undergraduate  intern- 
ship program  during  June,  July 
and  August.  A  student  from  Wash- 
ington &  Lee  University  was  put 
on  a  regular  schedule  at  the  sta- 
tion with  the  rest  of  the  six-man 
news  staff. 

•  A  nearly  200-mile  trip  to 
Terre  Haute  was  the  destination  ol 
WFBM-TV,  Indianapolis.  Fourth 
Annual  Antique  Auto  Tour.  Some 
135  antique  and  classic  vehicles 
made  the  trip. 

Sports  sales:  Twelve  of  the  San 
Francisco  Seals  Ice  Hockey  games 
will  be  carried  again  this  year  on 
KTVIJ,  San  Francisco,  sponsored 
h\  Union  Oil.  Station  has  also 
sold  its  half-hour  weekly  "Fortv 
Niner  Highlights"  to  United  Mo- 
toi   Service  (Delco  Batteries). 

Sports  notes:  Vince  I.ombardi  and 
his  champion  Green   Bay   Packers 

nc  featured  in  a  new  tv  sports 
show  carried  throughout  Wiscon- 
sin this  fall  by  Old  Milwaukee  beer 
i  Post,   Mon   &  Gardner,  Chicago). 

1  he  l.'iweek  series  ol  hall-hour 
shows  is  run  on  a  five-station  net- 
work .  .  .  Diamond  Head  Produc- 
tions, Honolulu,  has  obtained  radio 
and  tv  rights  to  the  annual  Hula 
Bowl    post-season    football   game,   (> 


January,  which  will  be  carried  live 
in  Hawaii  and  then  offered  to 
mainland  stations  on  a  delayed  syn- 
dicated basis. 

Social  note:  Northern  New  Eng- 
land's newest  communications  cen- 
ter, the  new  studios  for  WABI- 
TV  and  radio,  Bangor,  hosted  a 
week-long  Open  House  .  .  .  "Luau 
on  the  Lurline"  under  the  auspices 
of  KABC-TV,  Los  Angeles,  was  a 
great  success.  More  than  200  of 
San  Francisco's  agency  and  time- 
buying  brass  turned  out  at  Pier  35, 
San  Francisco,  for  the  occasion. 

PEOPLE  ON  THE  MOVE:  Char- 
lie Rogers  to  account  executive  at 

W TOP-TV.  Washington,  D.  C 

Raymond  A.  Gilvard  to  chief  pro- 
ducer-director of  WGAN-TV,  Port- 
land, and  unit  manager  of  Tele- 
Can,  a  newly  created  production 
division  of  the  Guy  Gannett  Broad- 
casting Services  .  .  .  Ramon  Espi- 
nosa,  Tom  Popich  and  Alex  M. 
Victor  to  the  sales  staff  of  KM  EX- 
TV,  Los  Angeles  .  .  .  Ward  Huey, 
Jr.,  to  the  sales  staff  and  Bill  Hag- 
man  to  sales  service  director  for 
WFAA-TV,  Dallas  .  .  .  Elisabeth 
M.  Beckjorden  to  station-network 
personal  representative  for  KCND- 
TV,  Winnipeg  .  .  .  Ben  Wickham 
to  manager  of  station  services  at 
the  TIO  .  .  .  Charles  E.  Haddix  to 
station  manager  of  KAIL-TV, 
Fresno  .  .  .  E.  Robert  Nashick  to 
manager  ol  advertising  and  sales 
promotion  for  KPIX,  San  Francis- 
co ..  .  Georgia  Cochran  to  the  pro 
motion  department  of  WTAE, 
Pittsburgh  .  .  .  Bruce  Fleming  to 
account  executive  at  K.OGO-TV, 
San  Diego. 

Radio  Stations 

Opera  houses,  prison  cells,  armor 
(rucks,  toller  coasters,  jury  boxes, 
airliners,  bridge  tournaments  are 
just  a  few  of  the  places  where  port- 
able radios  accompany  today's  vast 
out-of-home  audience. 

This  was  the  finding  In  WCCO, 
Minneapolis  St.  Paul,  from  entries 
received  in  a  contest  on  offbeat  lo- 
cations where  listeners  follow  the 
Minnesota    Twins  baseball  games. 

I  he  Id  winners  got  new  transis- 
loi   c  loc  k  radios. 

WLIB,  New    York,  with  an  cxpan- 
SP0NS0R  21   siiMiMiuK    1962 


siou  begun  lasi  week,  becomes  the 
only  Negro  community  station  de- 
livering news  on  the  half  hour 
seven  days  a  week. 

Undei  the  new  coverage,  the 
station  will  give  news  reports 
throughout  its  broadcast  day  on 
Saturday  and  Sundays  whereas  pre 
\iousl\  the  final  newscast  <>l  the 
week  was  at   1 1  a.m.  Saturday. 

Ideas  at  work: 

•  WNEYV,  New  York,  special 
science  editors  Earl  Ubell  and  Stu- 
art Loor)  were  perhaps  the  lust  re 
pollers  e\ci  to  make  a  simulated 
expedition  to  the  moon.  I  he  "lilt 
oil"  was  liom  the  Martin  Company 
space  systems  division  in  Baltimore 
and  I'bell  and  I.oot\  reported 
their  progress  to  WNEW  listeners 
direct!)  Erom  the  capsule  simulatoi 
1)\  a  spe<  ial  hookup. 

•  WGN,  Inc.,  Chicago,  and  the 
Illinois  Opera  Guild  ate  again,  Eoi 
the  filth  consecutive  year,  conduct- 
ing then  annual  search  to  uncovei 
new  operatic  talent.  I  he  goal  <>l 
the  cooperative  search  will  be  the 
presenting  <>l  outstanding  talent  on 
WGN  lor  1")  weeks,  beginning  25 
November,  with  the  winner  re- 
ceiving $1,000  and  tin1  singei  plac- 
ing second  $500. 

•  \V\.\C,  Boston,  is  sending 
out.  along  with  a  weekl)  program 
schedule,  a  measuring  tape  with 
this  suggestion:  "measure  WNAC 
and  find  it  fits  .  .  .  news  commu- 
nity service,  entertainment." 

Happy  Anniversary:  WSYR,  Syra 

cause,  hit  its  Kith  birthday  15  Sep 
tember  with  all  the  vim  and  vigor 
or  a  teenager.  A  parade  through 
downtown  Syracuse  culminated 
with  open  house  festivities  for  the 
public  .  .  .  WGRP,  Greenville,  Pa., 
celebrated,  on  19  September,  its 
third  anniversary  of  regular  broad- 
c  asting  with  1  kw  ol  powei , 

PEOPLE  ON  THE  MOVE:  Dick 

Kelsey  to  local  sales  manager  at 
WIN/.  Miami  .  .  .  Buddy  Womick 
to  program  director  ol  WSPA, 
Spartanburg  .  .  .  Allen  Powers  to 
news  director  at  WAIR,  Winston- 
Salem  .  .  .  Rrud  Martindale  and 
Harry  D.  Parks  to  the  sales  staff  at 
WCAR,  Detroit  .  .  .  Terrence  J. 
Lalley   returns   to  WWW.   Yank- 


ton-Sioux   City,    as    ii. H ional    sales 
representative  .  .  .  Robin  Seymoui 

to    ac  c  niiiil     e\c<  lit  i\  e,     in    addil  ion 

to  his  morning  show,  at   WKMII. 
Detroit  .  .  .  |ack  Smee  to  news  edi 
lot  ol  WINS,  Nc  \\   "i  oi  k  .  .     Ranch 
Archer  to  assistant   genera]  mana 
gei    and    sales    managei    ol    K.VI, 
Seattle  .      .  William  Clark  to  man 
agei    ol    KING,   Seal  I  le,   i  eplai  ing 
Earl   I".   Reilly,    |r.  who  moves  to 
local  sales  managei   ol    KIM.  IV. 
efre<  tive  I  ( ><  tobet  .  ,  .  |ei  i  \  Birge 

lo      spol  Is      dil  ec  lol       ol       W  rVW, 

Evansville  C.  Carroll   Larkin 


h>  vice  pi esident  in  charge  < >i  mid 
west  ope  i ations  i">  I  ranklin  Br< »ad 

i  as i  ing  (  o 

Kudos:    Golden     Microphone 

\  w  aid  fionoi  ing  linn  10  seal  s  ol 
affil  tat  h>n    Willi   (    l',S    Radio   wenl    to 

KSL,  s.di  lake  (  1 1  s.  wsii  I  .  South 
Bend,  WBIG  Greensboro,  and 
W\<>\,  Knoxville 

Fm 

WFMT,  Chicago's  line-  ails  lm  sta- 
tion,  has  scoied   sa  h   outstanding 


Pete  Holland,  of  S.S.C&B.,  joins  the  Tricorn  Club 

How  come?  He's  wise,  that's  how.  Wise  to  the  fact  that  North  Carolina's 
No.  1  metropolitan  market  (in  population,  households  and  retail  sales)  is  that 
combined  three-city  "tricorn"  .  .  .  Winston-Salem,  Greensboro,  and  High 
Point.  Want  to  join  the  Tricorn  Club?  You're  probably  eligible  already,  if 
you're  also  wise  that  North  Carolina  is  the  No.  12  state  in  population.  And 
in  the  market  upper  crust  today,  my  deah,  one  simply  doesn't  ignore  the 
No.  1  market  in  the  No.  12  state!  And  while  you  have  your  lorgnette  out, 
remember  WSJS  Television  is  your  best  sales  entree  to  all  this  Confederate 
money.  iMIU  „ .  Censu$ 


TELEVISION 


SPONSOR    24    SEPTEMBER    1962 


WINSTON-SALEM      GREENSBORO      HIGH    POINT 

Ted  VanErk,  of  Peters-Griffin-Woodward,  "hats"  Pete  with  Club  symbol 

61 


1963 

edition  on 
the  press! 


SPONSOR'S 

5-CITY  TV  RADIO 

DIRECTORY 


.  .  just  about  every 
'phone  number  you  need 
in  these  five  big  cities 
is  in  SPONSOR'S 
5-CITY  TV/RADIO 
DIRECTORY. 

Networks,  groups,  reps,  agencies, 
advertisers.  Film,  tape,  music  and 
news  services.  Research  and  promo- 
tion. Trade  associations  (and  even 
trade  publications). 

All  in  the  convenient  pocket-size, 
for  only  $.50  from 

SPONSOR 


555  Fifth  Avenue,  N.  Y.  17 


sales  growth  that  other  fm'ers 
around  the  country  still  struggling 
for  commercial  breakthrough 
should  take  heart. 

The  station  reports  a  100%  in- 
crease in  sales  for  the  fourth  quar- 
ter over  the  same  three  months  in 
1961.  A  record  number  of  major 
new  advertisers  have  signed  long- 
term  contracts,  including  several 
accounts  new-to-radio.  Newly  ac- 
quired accounts  include  Carson 
Pine  Scott  Co.;  Bowman  Dairy; 
Jewel  Tea;  Swift;  Stouffers  Foods; 
Kitchens  of  Sara  Lee. 

Stereo  seems  to  have  provided  a 
shot  in  the  arm,  with  these  adver- 
tisers signing  for  complete  stereo 
programs:  Motorola;  General  Elec- 
tric; RCA  Victor;  Concord  Elec- 
tronics. Cadillac  and  Pontiac  have 
fall  schedules. 

This  spiraling  commercial  inter- 
est in  WFMT,  the  station  philoso- 
phizes, reflects  advertiser  recogni- 
tion of  the  value  of  fine  arts  radio 
lor  reaching  high-education,  high- 
income  households. 

The  Triangle  fm  stations  are  geai- 
ing  up  for  the  first  coordinated  fm 
circulation  drive  ever  attempted  in 
their  markets. 

The  promotion,  which  will  run 
from  5  November- 15  December,  is 
built  around  the  theme:  "This 
Christmas,  Give  FM— the  Gift  of 
Matchless  Music." 

An  integral  part  of  the  cam- 
paign is  a  massive  spot  schedule  in- 
volving more  than  300  announce- 
ments on  each  of  the  four  Triangle 
fm  properties.  These  spots  will  be 
donated  by  the  stations,  with  pro- 
visions for  interested  dealers  to 
panic  ipate. 

Sale:  The  radio  and  tv  division  o| 
General  Electric  (Y&R)  will  spon- 
sor the  series  of  one-hour  Victor 
Borge  shows  on  a  40-statiorj  ()XR 
(FM)  network  starting  .">  October. 
lis  the  lust  national  network  radio 
show  to  be  broadcast  in  Em  stereo. 

Expansion:  KMLA,  Los  Angeles, 
is  stepping  up  its  stereo  schedule 
since  the  completion  this  month  of 
a  modern  stereo  studio. 

PEOPLE  ON  THE  MOVE:  Joseph 

F.  Parsons  to  general  manager  of 
K.FMU,   I  os    Angeles.    Mai  Ewing 


and  Richard  J.  Baroda  have  joined 
the  station's  sales  staff. 

Networks 

Part  of  the  ABC;  TV  promotion  for 
its  fall  lineup  is  in  the  coloring 
book  tradition. 

Several  of  the  network's  top 
shows,  old  and  new,  are  featured 
in  the  book. 

Sales:  NBC  TV  coverage  of  the 
1962  elections,  6  November,  to 
Lincoln-Mercury  division  of  Ford 
(K&E)  for  one-sixth  sponsorship 
.  .  .  Clairol  division  of  Bristol-My- 
ers (FC&B)  bought  alternate-week 
sponsorship  of  NBC  TV's  "Elev- 
enth Hour-'  .  .  .  NBC  TV's  30  No- 
vember special  "Shakespeare:  Soul 
of  an  Age"  to  Lincoln-Mercury  and 
L&M  .  .  .  Timex  (Warwick  8c  Leg- 
ler)  and  Lipton  (Y&R)  will  spon- 
sor NBC  TV's  re-run  of  "Peter 
Pan"  on  9  February. 

Kudos:  William  K.  McDaniel,  ex- 
ecutive vice  president,  NBC  Ra- 
dio, has  been  appointed  to  the  ex- 
ecutive board  of  the  Broadcast 
Pioneers,  New  York  chapter. 

PEOPLE  ON   THE  MOVE: 

George  A.  Graham,  Jr.,  to  vice 
president  of  NBC  Enterprises  divi- 
sion, from  vice  president  and  gen- 
eral manager  of  the  NBC  Radio 
Network  .  .  .  Jack  Ansell,  former 
contributing  editor  of  sponsor,  to 
ABC  TV  sales  development  as  a 
sales  presentation  writer  .  .  .  Ben 
Brady,  executive  in  charge  of  pro- 
graming, Western  division,  for 
ABC  TV,  to  vice  president  .  .  . 
Arthur  F.  Kane  to  manager  of  live 
and  videotape  production.  Gerald 
Slater  to  production  supervisor, 
Frank  Fit/Patrick  to  manager  of 
administration.  Washington,  for 
CBS  News  .  .  .  David  A.  Engles  to 
central  sales  manager  and  Paul  C. 
Holier  to  western  sales  manager, 
NBC  Radio. 

Reps 

Stephen  A.  Machcinski,  Jr..  vice 
president  and  general  sales  mana- 
ger  of  Young  Television  warned 
i\  stations  not  (o  take  for  granted 
the  current  bullish  character  of  the 
spot  tv  market. 

He   told    the   board   of   directors 


62 


SPONSOR/24    SEPTEMBER    1962 


ol  the  I  V  (  <>i  p  .  ol  Mil  higan, 
whii  h  (iw  ns  \\  1 1  \  I  \  .  I  ansing, 
thai  "ilus  is  noi  the  time  to  sil 
I). u  k  and  (  mini  OUl  I  hips.  I)iii  i  ath- 
f]  to  <<)in inue  t( >  de\ ise  1 1 esh  w ays 
ol  1 1 1 : i k i 1 1 <4,  dim  service  demanded 
even  more  b)  the  publii  and  oui 
i DiniiHK  ial  i ime  < <>\ eted  that 
Him  h  more  b)  advei  tisei  s." 

Appointments:  WRDW  IV,  Au- 
gusta, and  WT.on  l  \ .  Clarksburg 
to  Young  Tv  .md  WS  I  \  .  Steuben 
\illr.  and  WBOY,  Clarksburg  to 
Adam  Young  .  WSl  S  I  V.  Roan- 
oke, to  Rat/. 

PEOPLE  ON  THE  MOVE: 
Thomas  Carroll  to  1I-R  Repre- 
sentatives as  account  executive  .  .  . 
Robert  Hell  to  vice  president  and 
genera]  manager  of  the  midwest  of- 
lu e  ol  Bei nan!  1  loward. 

Film 

The  post-1950  Feature  film  market 
to  tv  is  richer  by  166  films  just  re- 
leased by  Seven  Arts  and  Screen 
Gems. 

The  Screen  Gems  group,  73  Co- 


lumbia  Pii  i  in  es  i eleases,  lias  al 
i ead)  been  sold  to  [out  CBS  I  V 
( i&o's    i  New     \  oi  k,     Philadelphia, 

(  hit  ag(  i  and   Si .   L(  mis). 

I  he  Seven  \i  ts  pa<  kage,  9  >  Wat 
net    Bros,    and    20th    ( leni  ui  y-Fox 
Features,   will   be  sold   as  volumes 
loin  and  five  ol  thi    firm's  pi isi   ">n 
film  groupings, 

v~ 
Sales:  \K.\i-T\\  "Sam  Benedict" 
to  ( -i  anada  I  \  Eoi  tele*  ast  in  the 
United  Kingdom  .  .  .  Robeck  & 
Co.  has  sold  "  I  tails  West,"  retil led 
episodes  ol  "Death  \  alle)  Days," 
in  :i()  markets  to  dale  .  .  .  Allied 
Artists  Tv's  18  "Bower)  Boys"  fea 
tures  to  MetroMedia  stations  .  .  . 
ABC.  Fibns'  "Caspet  the  Friendly 
Ghost  8c  Company"  to  70  markets 
and  "The  Rebel"  to  54  markets  to 
dale  .  .  .  Screen  Gems'  post-48  Co- 
lumbia feature  library  to  Crosle) 
ISioadt  asting  loi  its  mill  westei  n 
outlets  and  others,  raising  total 
sahs   tO   an   even    100. 

Public  Service 

NBC  Films  has  launched  "Opera- 
tion:   Education,"    a    campaign    to 


distribute    special    programing    to 
educational  in  stations  throughout 

i be  < diiiii i \ . 

I  he  nevt  |  > 1 . 1 1 1  has  been  initiated 
with  sales  ol  "Cameo  rheatri  to 
six  non  i  ommi  r<  ial  stal  ions, 

( )i  Ik  i  set  ies  to  b<  distributed  in 
elude    "Medi< ."    "Victor)    al    Sea 
and  "Proj<  i  i  20     In  addition,  N  B( 
l  ilms   is  ( onsidei  ing   the  develop 
mi  in  ui  show s  spe<  ificall)   foi    the 
educational  market. 

Publi(    sci  \  ii  c   in   a<  I  ion: 

•  WAVY,     Not  folk   N(  w  poi  i 

\i  ws,  lias  si. ii  ted  a  unique  proje<  i 

lm     the   ollu  <l  s   and    men    W  ho    man 

the  nm  leai  powered  I  S  S  Entei 
prise.  \  tape  recording  unit  has 
been  sei  up  and  all  dependents  ol 
the  men  aboard  lia\ e  been  invited 
to  slop  b)  and  record  a  message 
for  playback  on  the  carrier's  sound 
system. 

•  As     in     years     past,     WERE, 
Cleveland,  is  providing  education 
al  station  WBOE  with  daih    news 
casts  to  be  broadcast  to  Cleveland 
publii   st  hools. 

•  "PS  1."  the  moi  ning  edu<  a- 
tional    series    on     K.MOX-TV,    St. 


Newsmakers  in  tv  radio  advertising 


k 


1\ 


Alan  Silverbach,  presently  direc- 
tor of  international  sales  at  20th 
( !entury-Fox  T\ .  will  be  director 
ol  both  international  and  do- 
mestic sales  as  of  1  October.  His 
promotion  is  part  of  a  general 
expansion  and  realignment.  Sil- 
verbach joined  the  international 
department  in  1946  acting  in 
various  executive  capacities  and 
joined  the  tv  arm  last  year. 


Fred  Harm,  a  veteran  oi  25  years 

in  (Imago  radio,  has  taken  ovei 
W  \1T,  Chicago,  as  general  man- 
ager. Formerly  a  vice  president 
of  Plough  Broadcasting  and 
general  manager  of  its  Chicago 
station  YVJJD,  Harm  has  re- 
signed his  position  with  Vtnrow 
Broadcasting  as  executive  vice 
president  and  general  manage] 
io  W'N  MP.  1  \ansion. 


Joseph  B.  Somerset  has  hem 
elected  vice  president  ol  Capital 
Cities  Broadcasting,  in  charge  of 
all  radio  programing.  He  joined 
CC  in  1959  and  in  the  fall  ol  '60 
became  directoi  ol  program  op- 
erations  for  WPAT,  Paterson, 
X.  [.  Before  joining  CC,  Somer- 
set was  program  director  for  Mc- 
Lendon  stations  and.  before  that. 
was  in  summer  theater  direction. 


Robert  H.  Prater  is  the  new 
bram  h  manage]  oi  Broadi  ast 
Iinie  Sales  office  in  Philadel- 
phia. He's  been  with  the  Muzak 
subsidiary  of  the  Jack  Wrather 
Organization  since  1959  as  na- 
tional  sales  coordinator  of  sales 
for  franchisers  and.  prior,  was 
eastern  sales  manager  of  the 
broadcast  division.  He's  also 
been  at  Benton  &  Bowles. 


SPONSOR    'J  I     SEPTEMBER     1962 


Louis,  is  now  putting  emphasis  on 
teaching  the  functionally  illiterate 
in  the  area  to  read,  spell,  and 
write. 

•  KFDM-TV,  KBMT-TV,  and 
KPAC-TV,  Beaumont-Port  Arthur, 
cooperated  in  a  hall-hour  program 
promoting  the  annual  United  Ap- 
peals drive  in  both  communities. 

•  WTVN,  Columbus,  and  the 
Richard  H.  Ullman  division  of  Pe- 
ter Frank  Organization,  producers, 
are  offering  a  12-second  jingle  call- 
ing attention  to  community  Sabin 
polio  vaccine  campaigns.  Request 
your  tape  ($5  flat  cost)  by  writing 
the  Public  Service  division  of  Peter 
Frank,  5420  Melrose  Ave.,  Holly- 
wood. 

Kudos:  WIL,  St.  Louis,  got  a  "Cer- 
tificate of  Merit"  from  Radio  Free 
Europe  for  its  support  of  the  1962 
fund  raising  campaign. 

Equipment 

July  was  the  second  best  month  of 
1962  for  distributor  sales  of  radios 
and  an  average  one  for  sales  of  tv 
receivers. 

The  EIA  disclosed  that  produc- 
tion totals  during  the  vacation 
month  were  the  lowest  of  the  year 
for  both  radio  and  tv. 

Distributors  sold  921,089  radios 
during  fitly,  compared  with  1,010,- 
598  in  |une,  the  year's  peak  month. 
July  tv  sales  totaled  119,528  sets, 
against    180,510  the  month  before. 


McMartin  Industries  has  received 
FCC  Type  Approval  for  its  FM 
Modulation  Monitor. 

A  major  design  breakthrough  of 
the  unit  is  its  capability  of  separa- 
tion, cither  stereo  fm  or  monaural 
modulation  from  SCA  mulliplix 
In  at  least  60  db. 

One  of  the  most  powerful  tv  broad- 
casting antenna  systems  ever  built, 
capable  of  radiating  5,000,000 
watts  of  effective  power,  has  just 
been  shipped  by  the  RCA  Broad- 
cast and  Communications  Products 
division. 

Construction  of  the  system  is  in- 
dicative of  the  renewed  interest  in 
uhf  broadcasting  since  recent  fed- 
eral legislation  on  both  all-channel 
set  production  and  financial  aid 
for  etv. 

The  first  system  has  been  shipped 
to  WSBT-TV,  South  Bend,  the  old- 
est uhf  station  in  the  country. 

October  will  be  exhibition  month 
for  the  electronics  industry. 

The  latest  technological  ad- 
vances in  professional  equipment 
for  film  makers  and  tv  broadcast- 
ers will  be  featured  at  the  92nd 
SMPTE  Convention  Equipment 
Exhibit,  Drake  Hotel,  Chicago,  on 
22-25  October. 

A  "Telstar"  display  from  AT&T 
will  be  among  numerous  exhibits 
at  the  7th  annual  New  York  High 
Fidelity  Music  Show,  3-6  October, 
at  the  N.  Y.  Trade  Show  building. 


RCA  is  offering  its  precision-con- 
structed low-light  level  image  or- 
thicon  for  color  and  black-and- 
white  tv  cameras  as  a  single  tube. 
It  was  previously  available  only 
as  a  part  ol  the  color  image-orthi- 
con  set. 

PEOPLE  ON   THE   MOVE: 

Henry  E.  Rhea  to  president  of 
ITA  Electronics  Corp.,  Lansdowne, 
Pa.,  succeeding  Bernard  Wise, 
founder  of  the  company. 

Station  Transactions 

WOIA  (FM),  the  only  commercial 
fm  outlet  in  the  AnnArbor-Wash- 
tenaw  County  market  has  started 
operations. 

The  10  kw  station  broadcasts  24 
hours  a  day  and  is  owned  and  oper- 
ated by  Lester  Broadcasting  Corp. 

H.  W.  (Bud)  Lester,  long  asso- 
ciated with  \\  |R.  Detroit,  as  sales 
representative,  is  president  of  Les- 
ter Broadcasting  and  station  man- 
ager of  the  new  outlet. 

VVCAX,  Burlington,  has  been  sold 
to  the  James  Broadcasting  Co.  of 
Jamestown,  N.  Y.  for  $300,000. 

The  tv  outlet,  WCAX-TV,  is  not 
involved  in  the  transaction,  which 
was  handled  by  Haskell  Bloom- 
berg, broker.  The  tv  outlet  will  re- 
tain those  call  letters  and  the  radio 
station  will  operate  under  new  call 
letters  following  approval  of  the 
transaction    fry    the   FCC. 


WEST   COAST? 

The  West  Coast  covers  a  lot  of  territory,  as  do  two  of  our 
associates,  Colin  Selph  and  Ben  Larson.  Both  Colin  and  Ben  have 
spent  most  of  their  business  lives  out  West  and  each 
has  years  of  valuable  broadcasting  experience.  Drop  in  at  our 
new  and  larger  quarters  or  call  CRestview  4-8151 


!BLA.CIt^BXJR/IN^  &  Company,  Inc. 

RADIO  •  TV  •  NEWSPAPER  BROKERS 
NEGOTIATIONS  •  FINANCING  •  APPRAISALS 


WASHINGTON,  D.  C.     CHICAGO 


ATLANTA 


james  W.   Blackburn  H.   W    Cassill  Clifford  B.  Marshall 

lack  V.   Harvey  William   B.   Ryan  Stanley  Whitaker 

Joseph   M.  Sitrick  Hub  Jackson  .      _  . 

Cerard  F.  Hurley  333  N.  Michigan  Ave.  |onn  G-  Wllliam$ 

RCA   Building  Chicago,   Illinois  "02  Healey  Bldg. 

FEdcral   3-9270  Financial  6-6460  lAckson   5-1576 


BEVERLY  HIUS 

Colin   M.  Selph 
C.  Bennett  Larson 
Bank  of  America  Bldg. 
9465  Wilshire  Blvd. 
Beverly  Hills.  Calif. 
CRestview  4-8151 


A  new  radio  station  has  begun 
commercial  broadcasting  in  Hamil- 
ton, Bermuda. 

The  new  outlet  is  ZFB-1.  owned 
h\  the  Capital  Broadcasting  Co. 
Ltd.  Owners  are  Montague  Shep- 
paid.  president  and  managing  di- 
rector;  Dr.  V.  O'D.  King,  vice  presi- 
dent; Walter  Robinson,  secretary; 
and  directors  Arnold  Francis,  Ter- 
i\  Brannon  and  Gilbert  Dan-ell. 

Ronald  Evans  is  station  manager 
and  William  Davis,  sales  manager. 

On     the    air:     KDEY,     Denver,    is 

scheduled  to  begin  programing 
late  this  month,  alter  five  years  of 
hearings  and  engineering  changes. 
The  station  is  owned  and  operated 
li\  Kenneth  G.  and  Misha  S. 
Prather,  principal  owners  of  K  A  II, 
Casper,  Wyo,  ^ 


64 


SPONSOR    24    SEPTEMBER    1962 


\\  Will)   TO    PURCHASE 


Small  power  tools  for  wood  and  metal 
working   needed   by   distributor   in   Latin 

America. 


(One  of  thousands  of  typical  export  opportunities  for  American  businessmen) 


The  world  is  your  market  place.  From  South  America  to  South 
Asia  there's  an  immediate  need  for  furniture,  construction 
equipment,  appliances,  plastics,  aluminum.  The  list  is  endless. 
And  so  are  the  business  opportunities. 

To  help  U.  S.  businessmen  to  take  advantage  of  these  oppor- 
tunities, the  U.S.  Department  of  Commerce  is  issuing  a  new 
weekly  publication.  International  Commerce  contains  hundreds 
of  specific  opportunities  — like  the  one  above— every  week.  It  is 
designed  to  tell  U.S.  businessmen  — quickly  and  in  plain  lan- 
guage—what  products  a  re  wan  ted  a  broad  and  whom  to  contact. 

For  example,  one  company  writes: 

"We  cannot  overestimate  the  assistance  we  received  from 
.  .  .  your  publication.  .  .  .  Starting  from  scratch  just  18  months 


ago,  this  company  is  now  selling  in  25  countries  in  Europe,  Asia, 
Australia,  Central  and  South  America,  and  North  Africa." 

The  United  States  Department  of  Commerce  is  ready  and 
able  to  help  you  in  many  other  ways:  It  can  help  you  find  agents 
abroad,  survey  your  best  markets,  carry  your  business  proposals 
overseas  through  Trade  Missions,  exhibit  your  products  at  Inter- 
national Trade  Fairs  and  Trade  Centers. 

To  find  out  more  about  how  to  get  your  share  of  profits  in 
growing  world  markets,  contact  the  United  States  Department 
of  Commerce  — field  offices  in  35  major  cities.  Or  write:  Secre- 
tary Luther  H.  Hodges,  United  States  Department  of     ^«^»ct>. 


Commerce,  Washington  25,  D.  C.  You'll  get  a  prompt 
reply. 


ti 


BUILD    YOUR    BUSINESS    BY    BUILDING    AMERICAS    EXPORTS 

Published  as  a  public  service  in  cooperation  with  The  Advertising  Council  and  the  United  States  Department  of  Commerce. 


SPONSOR   _'l    sum  i  miuk    1962 


65 


SELLER  S 

VIEWPOINT 


Frank  talks  to  buyers 
of  air  media  facilities 


It's   network  radio's  turn  to   bat  again 

By  Philip  D'Antoni 


N 


etwork  radio  has  successfully 
met  a  formidable  challenge 
which  began  slightly  more  than 
10  years  ago.  Back  in  the  early 
1950's,  when  television  was  the 
fast-rising  fair-haired  boy  of  com- 
municatons,  it  looked  as  though 
network  radio  would  join  vaude- 
ville as  a  period  piece  that  would  be 
fondly  remembered  for  Jack  Benny, 
Eddie  Cantor,  Bergan  and  Mc- 
Carthy,  Amos  n  Andy,  and  many 
other  great  names. 

But  while,  by  and  large,  the 
radio  business  itself  and  ad  alley 
were  relegating  network  radio  to 
the  Marconi  graveyard,  there  were 
men  who  realized  that  there  were 
millions  of  people  who  still  lis- 
tened, although  they  might  have 
changed  their  listenng  habits  when 
they  bought  a  tv  set,  and  that  many 
more  millions  would  return  once 
the  strange  new  device  became  com- 
monplace. Among  these  men  were 
many  with  talent,  imagination,  and 
audience  insight  who  also  realized 
the  importance  <>l  developing  ;i 
totally  new  type  of  network  radio 
that  would  not  only  hold  existing 
audiences  but  re-attracl  those  who 
hid  defected. 


Long  before  tv,  network  radio 
recognized  the  interest  of  listeners 
in  comprehensive  world-wide  news 
coverage,  commentary,  special 
events  reporting,  and  public  affairs 
programing.  Radio,  as  far  back  as 
the  mid-1930's,  heavily  balanced 
entertainment  with  good  news  cov- 
erage. During  the  last  20  years, 
this  interest  has  been  intensified  as 
Americans  became  aware  that 
events  in  other  parts  of  the  world 
had  direct  bearing  on  their  own 
lives,  and  today  are  anxiously  con- 
cerned about  world  happenings. 

By  total  emphasis  on  national 
and  world  news,  and  through  the 
use  of  personalities  who  would  pre- 
sent it  interestingly,  dramatically, 
and  authoritatively,  the  Mutual 
Broadcasting  System,  particularly 
under  the  leadership  of  Bob  Hur- 
leigh,  and  other  networks  have 
helped  to  (Male  a  new  form  ol  net- 
work radio. 

The  impact  ol  network  news  has 
been  proven  over  the  years.  With 
news  coverage  an  integral  part  ol 
the  programing  of  the  three  na- 
tional radio  networks,  I  think  I 
cm  say  that,  in  coverage,  irame- 
diacy,  and  efficiency,  television  has 


Phillip  D'Antoni  is  vice  president, 
general  sales  manager ,  mid  member 
at  /In'  board  i>l  directors  of  the 
Mut mil  Broadcasting  System.  Un- 
furling  tin-  bannet  of  network  news, 
In-  states,  "In  coverage,  immediacy 
innl  effii  nni ) .  television  news  has 
not  been  able  to  compete  with  the 
iiiilm  networks."  lie  has  also  been 
assoi  mi,  it  with  c"  /.'.\  Teh  t'isn>u'\ 
development   groups. 


not  been  able  to  compete.  This  is 
reflected  in  our  ratings,  ranging 
from  1.!)  dining  the  week  to  2  on 
weekends. 

but  the  resurgence  of  network 
radio  occurred  for  more  reasons 
than  the  interest  of  the  public  in 
distinguished  news  coverage.  Net- 
work radio  had  to  remodel  its 
methods  of  selling  to  provide  the 
advertiser  with  the  lowest  cost, 
most  effective  means  of  exposure. 
Among  the  advantages  it  offers  the 
advertiser  tod.ix : 

1.  Radio  listening  is  local  in  na- 
ture. Unlike  television,  listeners 
usually  stay  dialed  to  one  station. 
Through  network  radio,  the  adver- 
tiser can  reach  more  stations  and 
more  people. 

2.  Network  radio  enables  the 
advertiser  to  bu\  a  large  number 
of  stations  at  low  cost. 

3.  Network  radio  offers  the  ad- 
vertiser flexibility.  The  advertiser 
can  purchase  programs,  participa- 
tions, seven-days,  ( lucker-point  pat- 
terns, personalities,  special  events, 
sports,  et< . 

4.  Network  radio's  frequenc  v 
discounts  allow  the  advei  tiser  more 
mileage  I  or  the  dollar:  a  budget 
that  would  buy  only  scattered 
schedules  elsewhere  permits  satu- 
ration campaigns  in  network  radio. 

5.  Network  radio  features  per- 
sonalities who  have  national  rec- 
ognition and  loyal  followings  and 
whose  handling  of  the  commercial 
message  adds  bclic\  ability. 

6.  The  character  of  news  cover- 
age and  special  events  programing 
lends  prestige  to  the  advertiser. 

7.  Net  wot  k  i.ulio's  personalities 
.ind  programs  offei  merchandising 
and  other  advertising  plusses:  Capi- 
talize on  them  in  point-of-sale  ma- 
terial, billboards,  newspapers,  and 
magazines. 

8.  Network  radio  is  an  impor- 
tant tool  lot  the  advertiser  in  se- 
curing  the  maximum  assistance, 
cooperation  and  enthusiasm  of  dis- 
tributors  and  dealers,  and  in  over- 
all good  i  elations. 

What  is  the  future  of  network 
radio?  In  niv  opinion,  unlimited! 
Speaking  Eoi  Mutual  alone,  indica- 
tions are  thai  foi  the  entire  year 
ol  1962,  there  w ill  be  an  approxi- 
mate '_()'  ,   iiu  rease  in  billing.    \ni\ 

because    ol    expanded    programing, 
we    .ml  ii  ipate    an    additional     b1' 
in  1963.  ^ 


66 


SPONSOR    J  I    si  I'll  MBER    1962 


'SPOT-SCOPE 


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


li  looks  now  .is  though  spot  radio  will  come  through  the  fourth  quartet 
with  a  perky  accumulation  oi  new  business. 

The  l)i,^  break  ol  the  week  was  the  sweeping  bu)  l>\  the  radio  peren- 
nial, Cream  of  Wheat,  about  which  radio  reps  had  some  qualms.  The) 
were  worried  about  the  product's  nev  agency,  Bates,  swinging  tl  ovei 
to  tv. 

Othei  sources  ol  action  were  Wheatena,  Borden's  Read)  Diet  (Y&R), 
Bayer's  Aspirin  (1)1  S)  and  Copenhagen  Snufl  (I)(  S&S),  which  is  making 
iis  traditional  10-week  bu)  In  rural  markets. 

Another  major  coup  planned  by  the  spot  radio  reps  now  appears  to  be 
lost,  at  least  for  this  fall. 

Hi»h  hopes  were  pinned  on  Needhain,  Louis  &  Brorby,  an  agenc)  to 
emerge  as  the  hottest  radio  shop  in  Chicago,  to  pull  some  new  accounts 
into  the  medium  this  fall,  principally  Mais.  Inc.  I  In  compan)  had 
shown  much  interest  in  radio  and  was  open  to  pitches. 

As  things  now  stand:  both  agenc)  and  clieni  believe  thai  radio  is  the 
most  direct  route  to  Mais'  major  market,  teenagers,  and.  according  i<> 
NL&B,  by  next  fall  Mars  will  he  read)  to  mad  that  avenue. 

For  details  of  lasi  week's  spot  activities  sec  items  below. 

SPOT  TV  BUYS 

Swingline,  Inc.  starts  todaj  with  a  $200,000  spol  tv  campaign  to  promote 
its  staple  gun.  Schedules  will  run  Eoi  1<>  weeks  in  such  markets  .is 
Tampa-St.  Petersburg,  Washington.  D.  C.-Baltimore,  Cincinnati,  Dallas- 
Ft.  Worth.  Seattle-Tacoma.  Agency  is  Al  Paul  Lefton. 
Roman  Products  Corp.,  makers  of  frozen  Italian  foods.  ki(  ks  oil  a  13- 
week  promotion  in  Eastern  markets.  Included  are  New  Yoik.  Boston, 
Philadelphia,  Washington,  1).  C,  Baltimore,  Pittsburgh  and  Scranton 
Wilkes  Barre.  Time  segments:  10-second  spots.  Each  market  will  gei  an 
average  of  300  tv  spots  dining  the  13  weeks.  Agency:  Smith  Greenland. 
Dodge  is  introducing  its  1963  passengei  cars  with  pre  announcemeni 
spots  which  run  until  the  end  ol  this  month.  Announcemeni  schedules 
begin  1  October  and  run  into  mid-November.  Included  are  more  than 
250  stations  in  the  100  top  Dodge  tv  markets  nationally.  Agency:  BBDO. 
The  Hoover  Company,  an  account  that's  been  out  of  spot  i\  foi  about 
three  years,  is  buying  again  in  about  50  markets  for  a  four-week  schedule 
to  begin  15  October.  The  request  is  Eoi  75  rating  points  pel  week,  using 
daytime  minutes  primarily.  Agency:  Leo  Burnett.  Buyer:  [err)  Riley. 
Santa  Fe  Railroad,  unique  among  railways  foi  iis  consistent  use  ol  tv,  is 
buying  a  spot  campaign  in  iis  majoi  on-track  cities,  for  mid-October 
si.ms.  The  schedules  are  Eoi  26  weeks.  'I  he  buyei  al  Leo  Burnetl  is 
Sam  Wilson. 

Red  L  Foods  Corp.,  processor  of  frozen  seafood,  has  begun  an  intro- 
ductory campaign  in  the  New  York  market  for  the  In  si  ol  iis  Erozen 
dinner  preparations  to  include  desserts  in  the  tray.  The  campaign,  which 
kicked-off  17  September,  will  run  for  seven  weeks,  using  about  60  spots 
per  week.  Time  segments:  10-second  announcements.  Vgency:  Smith  ' 
Greenland. 

SPONSOR    24    SEPTEMBER    1962 


r 


r 

>«dv 


TIME  BUYER 
HAILED! 


BUYS 


WHLI 


sland* 

-4TH  LARGEST  MARKET  IN 
U.S.-A  SEPARATE,  INDEPEND- 
ENT AND  DISTINCT  MARKET 


'Nassau-Suffolk  (Long  Island) 
accounts  for  more  Food  Sales 
than  32  states  and  its  S31  i 
Billion  Retail  Sales  outranks 
the  following  major  metro 
markets: 


Philadelphia 

Dallas 

Detroit 

St.  Louis 

Cleveland 

Milwaukee 

Washington,  D.C. 

Seattle 

Boston 

Minneapolis 

Houston 

Pittsburgh 

San  Francisco 

Kansas  City 

Baltimore 

Atlanta 

Long  Islanders  listen,  and  are 
loyal  to  WHLI  because  WHLI  pro- 
vides exclusive  programs  and 
services  that  are  vital  to  resi- 
dents of  Long  Island. 


r >  10,000  WATTS 


WHLI 


AM    1100 
FM    9B  3 


NIMHIIH 
LONC    IIHN0,  N    T 


ik  uoice  U 
ill*!  tifami 


PAUL  G0DOFSKY,  Pres.  Gen.  Mgr. 
JOSEPH  A.  LENN,  Exec.  Vice-Pres.  Sales 

REPRESENTED  by    CILL-PERNA 


67 


'SPONSOR 


President  and  Publisher 
Norman    R.    Glenn 
Executive  Vice  President 
Bernard  Piatt 
Secretary-Treasurer 
Elaine   Coupcr    Glenn 

EDITORIAL   DEPARTMENT 

Editor 

John    E.    McMHIin 

News  Editor 

Ben  Bodec 

Senior  Editor 
Jo   Ranson 
Chicago  Manager 
Gwen  Smart 
Assistant  News  Editor 
Hey  ward    Ehrlich 
Associate  Editors 
Mary   Lou    I'onsell 
Mrs.    Ruth    S.    Frank 
Jane   Pollak 
William  J.    McCuttie 

Art   Editor 

Maury   Kurtz 
Production  Editor 
Barbara    Love 
Editorial  Research 
Cathy   Spencer 

Special  Projects  Editor 

David    Wisely 

ADVERTISING 

General  Sales  Manager 
Willard  L.   Dougherty 
Southern  Sales  Manager 
Herbert    M.    Martin,    Jr. 
Western  Manager 
John    E.    Pearson 
Northeast  Sales    Manager 
Edward   J.    Connor 
Production  Manager 
Leonice  K.  Mertz 
Sales  Service  Secretary 

Bette  .Solomon 

CIRCULATION 

Manager 
Jack  Rayman 

John    J.    Kelly 
Mrs.   Lydia    Martinez 
Sandra    Abramowitz 
Mrs.    Lillian    Berkof 

ADMINISTRATIVE 

Business  Manager 

C.    H.   Barrie 

Assistant  to  the  Publisher 

Charles   Nasli 

Accounting 

Mrs.    Syd    Cniunan 

Reader  Service 
Mrs.    Lenorc    Roland 
General  Services 
George    Becker 
Madeline    Camarda 
Michael    Crocco 
lima  Feldstein 
Dorothy   Van    Leuven 


Staff 


'SPOT-SCOPE 


Continued 


American  Sugar  Refining  will  launch  an  expensive  spot  tv  campaign  from 
October  to  November  on  behalf  of  Domino  sugars.  Schedules  will  run 
in  67  Domino  marketing  areas.  Time  segments:  minutes  and  20's.  Agency: 
Ted  Bates. 

Lever  Bros,  is  going  into  a  score  of  major  marketing  areas  to  herald  new 
design  features  of  its  New  Lucky  Whip  aerated  dessert  topping.  The 
campaign  is  scheduled  to  run  for  13  weeks.  Agency  is  Ogilvy,  Benson  & 
Mather. 

Knouse  Foods  will  promote  its  Lucky  Leal  Baked  Apples  starting  mid- 
October  for  six  weeks.  The  request  is  for  daytime  minutes  and  prime 
breaks  in  selected  markets.  Agency:  Marketing  &:  Advertising  Associates, 
Philadelphia.    Buyer:  Perry  Shepherd. 

National  Biscuit  is  going  in  for  Nabisco  100%  Bran  Flakes.  Schedules, 
which  start  today,  are  to  run  for  13  weeks.  Time  segments:  adult  audi- 
ence minutes  from  f>  p.m.  on.  Agency:  Kenyon  8c  Eckhardt.  Buyer: 
Helen  Lavendis. 

American  Home  Products  wants  minutes,  both  day  and  night,  to  start  the 
soonest  for  13  weeks.  The  buy  is  on  behalf  of  Aerowax.  Agency  is  Ted 
Bates  and  t lie  buying  contact  is  Tom  Clancey. 

Reliance  Manufacturing  Company  will  promote  its  shirt  line  with  a  selec- 
tive market  campaign.  The  request  is  for  a  women's  audience  using  chain 
breaks  from  9  a.m.  to  1  p.m.  Agency:  Al  Paul  Lefton.  Buyer:  Mike 
Wilson. 

Grove  Laboratories  Division  of  Bristol-Myers  is  lining  up  markets  for  a 
campaign  on  behall  ol  1-Way  Cold  Tablets.  Schedules  are  to  kick-off  5 
November  and  run  through  -!1  February  with  a  hiatus  the  week  of  -I 
December.  Time  segments:  minutes,  chain  breaks,  ID's.  Agency:  Dona- 
hue &  Coe.     Buyer:  Beth  lilac  k. 

North  American  Phillips  is  buying  for  its  Norelco  Electric  Shavers.  Night 
and  day  minutes  are  to  st.n  t  26  Novembei  Eor  three  weeks.  The  buying's 
being  done  out  ol  G.  J.  I.aRoche  b\  Sandy  Moshein. 

SPOT  RADIO  BUYS 

Golden  Grain  Macaroni  has  kicked  ofl  a  52-week  campaign  le. u tiring 
newly-created  "Golden  Moments  ol  Opera"  commercials.  The  series  ol 
loin  humorous  operatic  commercials  plugs  the  theme  "29  kinds  ol  paste 
thai  refuse  to  stick  together."  Vgenc)  foi  the  accouni  is  McCann-Erick- 
son,  San    l-'i  am  isi  o. 

Cameo  is  active  with  a  13-week  campaign  in  three  top  markets  to  pro- 
mote its  Cushion  dip.  1\  is  also  included  in  the  campaign,  lime 
segments:  minutes.    Agency:  Shaller-Rubin.    Buyer:  Dave  Nathan. 

National  Biscuit's  Cream  of  Wheal  (Bates)  Eoi  II  weeks  ending  26 
December.  In  around  110  markets.  Regular  schedule  runs  five  or  more 
spots  a  week,  with  additional  spots  to  be  determined  l>\  the  local  wintei 
w  eai  lift . 

Wheatena  (Hoyt)  issuing  schedules  lot  five  t<>  10  spots  a  week  [on 
maximum  of  6-7  weeks,  with  different  starting  dates,  in  20  markets. 
Buvei :    Doug   1  I  iinnn. 


68 


SPONSOR  L'l    si  en  mm  r    1962 


the  three  of  us  on  WTIC  Radio?" 


Sure  Bob . . .  you,  I,  and  Fred  Bernard!' 


NOW... BOB  &  RAY  are  on 
THE  FRED  BERNARD  SHOW 

3:30  TIL  6:00  P.M.  WEEKDAYS 

WTIC  f  RADIO 

50,000  WATTS  Hartford,  Connecticut 

Serving  rich,  rich,  Southern  New  England 

Ask  your  nearest  HENRY  I.  CHRIST AL  man  for  availabilities 


One  of  the  top  five  test  cities  is  Atlanta.  It  has  all  the  characteristics  of 
the  ideal  test  market.  And  WSB-TV,  with  a  44%  average  share  of  audi- 
ence (ARB,  April,  1962),  is  the  top  tv  station  in  this  market.  Television 
today  is  the  best  single  medium  for  testing  your  product. ..  and 
WSB-TV  is  the  single  dominant  station  that  can  test  your  product  best 
in  Atlanta.  Schedule  your  product  test  in  America's  24th  market  on 
Atlanta's  WSB-TV. 


CHANNEL   2 


wsb-tv 


ATLANTA 


Reprcientcd  by 


Affiliated  with  The  Atlanta  Journal  and  Constitution.  NBC  affiliate.  Associated  with  WSOC/WSOC-TV,  Charlotte;  WHIO/WHIO-TV,  Dayton 


NATIONAL  BROADCASTING  COMPANY,  lw 

GENERAL  LIBRAR 
10  ROCKEFELLER  PLAZA,  NEW  YOKK,  H,  Y