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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
PERSONABLE
Sound
in
KANSAS CITY
TOWN!
i
Broadcasting To
Kansas City's
Happiest
Listeners
Irv Schwartz
V.P. I Gen. Mgr.
BAItimore 1-0077
"The EARLY SHOW"
WEEKDAYS 5 to 6:30 PM
HAS the Adult
AUDIENCE
WDEF-TV
40.7
STA. B
34.9
STA.C
24.4
Average Share of Audience
LOWEST CPM ADULTS TOO
Nielsen Feb-Mar '62
»2J
CHATTANOOGA
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NOW!
TOBACCO NETWORK HAS
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TIMEBUYER S
CORNER
{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
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Financial 6-6460
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Robert M. Baird
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9441 Wilshire Blvd.
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SPONSOR
2 july 1962
59
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(.(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
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.
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
KGBS
PHILADELPHIA
WIBG
DETROIT
WJBK
DETROIT
WJBK-TV
MILWAUKEE
WITI-TV
CLEVEL*
\vj\ 1
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..
No goofs, no fluffs with
Scotch9 brand Live-Action Video Tape!
Whether a slip of the hand, tongue, camera,
lighting or direction, it can be found and fixed
immediately when the show or commercial is
produced on "Scotch" brand Video Tape. And
video tape assures the picture quality that's live
as life, without the risk of an on-the-air fluff.
Tape plays back the picture moments after shoot-
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the actual "take." You can check every detail — ■
sound, lighting, focus, pacing, delivery — while
everyone is still on the set, ready for a re-take if
needed.
Video tape performs instantly for special effects,
too! No waiting for days, weeks, while lab work
and processing laboriously create an "effect". Not
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Immediate playback plus today's easicr-than-
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changes, permits quick insertion of new material
in existing footage. And "Scotch" Video Tape,
for both black-and-white or color, provides out-
standing "presence" to enhance commercial mes-
sages, network and local shows, as well as closed-
circuit presentations.
A free brochure, "Techniques of Editing Video
Tape," provides samples of current editing prac-
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tape. For your copy, write Magnetic Products Di-
vision, Dept. MCK-72, 3M Co., St. Paul 19, Minn.
magnetic Products Division
3m
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I "f
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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111
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
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WLW-I
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WLW-D
Television
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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
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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
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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
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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-
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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-
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1 have enclosed a remarkable
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I have also enclosed a latei |>li"i"
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\. Richard Robertson
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I ai he, we ordered '2 <.f the hard
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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
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16 july 1062
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m'onsoi;
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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
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p. 62
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p. 69
p. 37
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. p. 7
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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
n
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
PERSONALITY
PROGRAMMING
NOW 14 daily program features
on N. C. Regional Radio Net
Regional News 0 Sports D Weather
Commentary Q Farm Reports
8 POPULAR PERSONALITIES
AVAILABLE:
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(Also Merchandising and Promotion)
BUY UP TO 28 STATIONS AT GROUP
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Get Regional Saturation with local
"Main Street Radio" coverage...
See complete schedule in 'roB^-cco
SRDS listing; Consult John J^Ks^J
E. Pearson Co. for details, radio network
"The EARLY SHOW"
WEEKDAYS 5 to 6:30 PM
HAS the Adult
AUDIENCE
WDEF-TV
40.7
STA. B
34.9
STA.C
24.4
Average Shore of Audience
LOWEST CPM ADULTS TOO
Nielsen Feb M.ir '62
CHATTANOOGA
Callrsv«
NOW!
* * 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
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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
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it! Video tape shows how you're doing immediately
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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.
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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
COVERAGE AREA • NCS '61
dit*d*tp>fJt<iti«M
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
/KSIN-TV GRAND ISLAND. NEB.
ifAngel Falls, in Venezuela, lias a total drop of 3,202 feet.
WKZOTV
100,000 WATTS • CHANNEL 3 • 1000' TOWER
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_
j
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. ^
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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
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12:30 PM
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2--30 PM
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'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
®
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
10 Kw
20 Kv.
TIMEBUYERS' GUIDE TO
IS FAIL 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
through Detroit's
famed wildlife [Kirk.
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
powerhouse. Call vour PGW Colonel now. He's ready with Detroit's top buys for fall.
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
SPONSOR
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
ladio lets you talk to them personally about your prod-
ict, as they drive. These great stations will sell them
our product.
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
San Antonio
KPRC
Houston
KFMB
San Diego
WDAF
Kansas City
KMA
Shenandoah
KARK
Little Rock
KREM
Spokane
KLAC
Los Angeles
WGTO
Tampa-Lakeland-Orlando
WINZ
Miami
KVOO
In
Tulsa
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.
fin
5000 Watts
950 Kilocycles
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
exclusive Air Watch Traffic Reports. So
make time count when you're buying it.
Specify the Allan and Henry Morning
Show.
RADIO
WLOL
MINNEAPOLIS • ST. PAUL
5,000 WATTS around the clock • 1330 kc
WAYNE 'RED'
WILLIAMS
Vice-Prcs. & Cen. Mgr.
Larry Bcntson, Pres.
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
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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
ASHP
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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.
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Live sports, local events,
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programming to please the
varied tastes of the San
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advertisers, KTVU offers a
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rates to deliver low cc 5t per
thousand campaigns.
Variety is another reason
KTVU is the nation's
leading independent TV
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call H-R Television or KTVU.
The Nation's LEADING
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KT
CHANNEL
SAN FRANCISCO • OAKLAND
Represented by H-R Television. Inc.
sponsor • 27 ai (,t st L962
51
M.-J
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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
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See your Broadcast Representative for all the
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ENGINEER'S CHECK LIST*
• Air-lubricated tape guides.
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• Built-in deviation measurement for accu-
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• Quadrature delay lines adjust for both
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• Transistorized signal processor provide*
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The Most Trusted Name in Television
27 AUGUST 1962
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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
l"
TBA
is
"UM1
ADVENTURES IN PARADISE
OIVOflCE
7
°5
uttftniEii
11
|
MAKE A
FACE
is
1EIS0N S
ANT ROGERS
.GGRSFGRASGNG ™>
8
»
e
AFTERNOON PROGRAMS
RIFLEMAN Hlwt||1|| GOING T0 H(Av(R ST(
Hes "oes'wa'sh
12
bo"
,.KE«»M.N PRESETS »»
9
30
STOHFY SONS UN
jftt lAwltlHct
CAMOUFLAGE MAGIC OF
HNinnrH- HIGGINS NAVY
, WElK
OBI. MID DAT REPORT AILAKAZAM
1
\l
VARIOUS DIVORCE COURT
10
IS
VOICE OF
FIRESTONE
ABLES si
RIP FIGHT
il
"ffl"
C"" CLOSEUP C'n mM'ER( HEN
SPORTS FINAL
2
',»
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.)
FALLING IN fcOVS ,ith LOVE-DINAH SHC
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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.
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'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
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Video tape also makes production "happen
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Video tape combines visual elements with in-
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"Techniques of Editing Video Tape," a 32-
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■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
1
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Efc/t"
i
///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
I - R INC
B
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
H
I
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
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This product is now available for purchase and will be accom-
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We invite your inquiry so that a personal presentation can i
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Seven Arts is proud to continue as the leader in quality featu
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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.
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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
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Norristown-Philadelphia
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above stations represented nationally
by H-R . . . New York
also
WQTY
our station coming up fast in
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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
>n
■ i ■
Cla***8
to*aiiaiK>t<5»
tvan&rill*
Lou'iivM*
• • Lexington
*~,.k6rt*w,«
• ttatosoft
dOflW*8
9WK**F*
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A lot more
IdfcnsOnWfr
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.««**«
Vti«N9
SoW*
kHo**"''
Knoxvifts^
Chotturwiogo^
thartottt
\
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'OSlBlUI
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• Chort«'<*
0fAaton
• Column
(MS*"*1* '
DoftOO
lM(*H«
7
OiVm*> <
•
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
b> rfftocl duflsvi
n ijcii«< »< m •flajtioM
• larnpo
Of
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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
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Will YOU?
KUDL
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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
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J
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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
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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
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The reason for this exceptional sense of "pres-
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picture itself. Both are electronic and give the
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For black and white tv, "Scotch" Video Tape
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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.,
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WEB
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■
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station in
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ttTHE VOICE OF ST. LOUIS"
* Cumulative Pulse, 1962
KMOX Radio is a CBS Owned station represented
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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
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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
iit
WMAL-TV
TV NEWS LEADER IN
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77
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news, compiled by Washington's largest, most
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television News staff. Its facilities include 6
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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
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