Skip to main content

Full text of "Sponsor"

See other formats

Digitized by the Internet Archive 

in 2013 

i i N 

} -C 20036 




% <«? ? 


MARKETS p- 29 


life insurance 

1 OCTOBER 1962— 40c a copy / $8 a year 

need radio p. 39 


^P^^ is history as it 

Feel the impact of history as it's made. No 
other medium has such power to move people. 
U.N. coverage is only one way TV accepts 
its responsibilities in helping us to a better 
understanding of the world we live in. These 
stations are proud to be part of Television's 
presentation of history in the making. 

"^l KOB-TV Albuquerque 

WSB-TV Atlanta 

KERO-TV Bakersfield 

WBAL-TV Baltimore 

WGR-TV Buffalo 

WGN-TV Chicago 

WFAA-TV Dallas 

KDAL-TV Duluth-Superior 

WNEM-TV Flint-Bay City 

KPRC-TV Houston 

WDAF-TV Kansas City 

KARK-TV Little Rock 

KCOP Los Angeles 

WISN-TV Milwaukee 

KSTP-TV ...Minneapolis-St. Paul 

WSM-TV Nashville 

WVUE New Orleans 

WTAR-TV. Norfolk-Newport News 

KWTV Oklahoma City 

KMTV Omaha 

KPTV Portland, Ore. 

WJAR-TV Providence 

\fc WTVD Raleigh-Durham 

WROC-TV Rochester 

KCRA-TV Sacramento 

KUTV Salt Lake City 

WOAI-TV San Antonio 

KFMB-TV San Diego 

)r\ O 1T\ r\ pj C WNEP-TV. .Scranton-Wilkes Barre 

lUp^^l I sJ KREM-TV Spokane 

WTHI-TV Terre Haute 

KV00-TV Tulsa 


r/ci itton Division 

Edward Petry & Co., Inc. 

The Original Station 
Rrprtsentatn r 







Diversified economy brings stability to the rich Central Kansas market with an esti- 
mated $1,500,000,000 effective buying power . . . more than 290,000 TV families, all 
within the BIG COVERAGE of KTVH. And most important - these 290,000 families are 
Kansas families, viewing TV programmed for Kansans. KTVH dominates the hub of this 
rich Central Kansas area - WICHITA, HUTCHINSON, plus coverage over 13 other 
important communities with 100% unduplicated CBS programming. To sell Kansas . . . 
buy KTVH ! 



* Nielsen, February 1961 


National Representatives 


tttl /I II III 1 


When you catch more homes, more people in 
the most crowded television market in the 
country, you've done something. You'll find the sales dollars in the "must 
buy" Providence market lured best by the showmanship and penetration 
of WJAR-TV ... a good catch, too. 

ARB TV Homes 



SPONSOR/ 1 October 1962 


1 OCTOBER 1962 

Vol. l£ No. 40 


p. 11 

i. 11, 12 / Advertisers p. 58 / Agencies p. 59 
/ Tv Stations p. 60 / Equipment 61 / FM p. 61 
.us |j. 61 / Networks p. 62 / Representatives p. 62 
Film p. 62 / Station transactions p 

Top of the News p. 11, 12 / Adve 
Associations p. 60 / Tv Stations p. uu / i_^ 
Radio stations p. 61 / Networks p. 62 / Representatives p 

- 64 / Public Service p. 64 

59 / 


SPONSOR-SCOPE / Behind the news 

P. 19 

SPONSOR BACKSTAGE / Tape showings 

P. 24 



powerful, new method of 
massive saturation. KELO- 
LAND'S entire platoon of 
air-wise salesmen back up 
your commercials — we 
even call our tv boys off 
the bench to give you added 
mike power. KELO-PLAN 
RADIO gives you machine- 
gun coverage across the 
clock. Driving times in 
droves. Plus other peak 
periods too! Let KELO- 
prove to you 
how dynamic, 
and how thor- 
ough, radio 
selling can real- 
ly be. 



Sioux Falls, S.D., and all Kelo-land 

JOE FLOYD, President 

Jim Molohon, Mgr.; Evans Nord, Cen. Mgr. 

Represented nationally by H-R 

In Minneapolis by Wayne Evans & Associates 


Midcontinent Broadcasting Group 

KELO-LAND/tv and radio Sioux Falls, S.D.; 
WLOL/am, fm Minneapolis-St. Paul; WKOW/am 
and tv Madison, Wis.; KSO radio Des Moines 

MORE TV $ FOR SMALLER MARKETS / Most national tv spot dollars 
still go into the top 25 markets, but some smaller markets are attracting 
advertisers with creative sales pitches. p_ 29 

Y&R COMPUTER FACES REAL LIFE / Agency unveils its High Assay 
Media Model. Computer system outsteps linear programing with new 
decision-making functions. p # 32 

OUTLOOK FOR THE RE-CHRISTENED IRTS / Re christened society's 
'62-'63 projects will include the establishment of a foundation and 
will feature additional services. p. 33 

NET AND SPOT TV BUYS RISE 15.2% / Latest TvB report shows 
cosmetics and drugs led increase in tv advertising for first half of 
1962. Net spot sum reaches $759 million. p_ 35 

HOW MOTOROLA CHANGED ITS IMAGE / Sponsoring tv specials aided 
Motorola in changing the public image of its tv and stereo. Result 
was record sales months. p_ 37 

INSURANCE: WHY RADIO CAN HELP / Life insurance industry faces 
a plateau problem: fierce sales competition exists and "quality-trust- 
protection" is wearing thin. p. 39 

SPOT SCOPE / Developments in tv /radio spot P. 67 

TIMEBUYER'S CORNER / Inside the agencies P. 47 

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. G / Radio/Tv 

Newsmakers p. 63 / Buyer's Viewpoint p. 66 

(5) 1962 SPONSOR Publications Inc. 
SPONSOR PUBLICATIONS INC. Combined with TV ®, U. S. Radio ®, USFM ®. Executive, 

- % % Editorial Circulation, and Advertising Offices: 555 Fifth Ave., New York 17. 212 MTJrray Hill 

,'o7-8080 Chicago Office: 612 N. Michigan Ave.. 312-664-1166. Birmingham Office: 3617 Eighth Ave. 

!•) So 205 3*>2-6528 San Francisco Office: 601 California Ave.. Room 1106, 415 Yukon 1-8913. 

/ *Los' Angeles phone 213-164-8089. Printing Office: 3110 Elm Ave., Baltimore 11, M>1. Subscriptions: 

V. S. $8 a year. Canada $9 a year. Other countries $11 a year. Single copies 40c. Trinted 

TXS.A. Published weekly. Second class postage paid at Baltimore, Md. 

SPONSOR/ 1 October 1962 

i hi Debbie Drake >/« 


2nd SERIES OF 130 NEW 

WTIC, Hartford 
WTMJ, Milwaukee 
WLW-A, Atlanta 
KMSP. Minneapolis 
WSJS, Winston-Salem 
WALB, Albany 
KTEN, Ada 

WSOC, Charlotte 
WHDH, Boston 
WJHG, Panama City 
WHBF, Rock Island 
WMAZ, Macon 
KLBK, Lubbock 
WEAL W. Palm Beach 

— and others 


NEW YORK 22, N. Y. 
PLaza 5-4811 


Charles McGregor 

SPONSOR 1 October 1962 

'555/ FIFTH 

Letters to 
the Editor 

We're making our retirement very, 
very final ... by deserting the 
metropolis and resettling in a New 
England village come 1 October. 

I'd hate to have it so final that I 
wouldn't continue to get sponsor. 
Would you see that the records be 
changed to show me as located at 
110 Adams St., Bennington, Ver- 

And, by the way, who wrote the 
highly intelligent article in the 6 
August issue entitled "The Buyer's 
Changing Role"? From the men- 
tion of Linnea Nelson, Carlos 
Franco, Beth Black and myself, the 
author must be a contemporary. 
—FRANK SILVERNAIL, Bennington, Vt. 


Congratulations on the tv timebuy- 
er's market guide — a very valuable 
marketing aid. 

Please send and bill us for three 
more copies as soon as possible — 
THOMAS P. MAGUIRE, v.p., media director, 
Maxon Inc., New York. 

Congratulations on sponsor's Fab- 
ulous Fall Fashion. The new type 
faces ... the new layouts . . . the 
crisper style and approach all add 
to sponsor's effectiveness. 

One factor that makes the broad- 
casting media great is their show- 
manship, sponsor's new format re- 
flects this modern, quick way to 
communicate.— JOHN F. HURLBUT, presi- 
dent gen. manager, WVMC, Mt. Carmel, III. 

The job which your staff has done 
in giving sponsor a new look, a 
modern freshness, and added sub- 
stance deserves cheers from our in- 
dustry. The 10 September unveil- 
ing was a pleasure to behold, and 
the 17 September follow-up proved 
to be an even more eye-appealing 
version of the new format. 

You have revamped in the right 
direction without losing any of 
sponsor's established character or 

purpose in the process. Congratu- 
lations and continued success. — ROB- 
ERT L. HUTTON, JR., vice president, Edward 
Petry, New York. 


I read your article entitled, "Home- 
Town Tv and the Soft-Drink War," 
in the 10 September issue of your 
fine magazine. I have found it to 
be a very intelligent presentation 
of the facts. The point of the story, 
we believe, deals a sickening blow 
to those who play the numbers 

May I take this opportunity to 
thank you for writing and featur- 
ing the article which should hold 
considerable interest for the indus- 
try.— MARVIN REUBEN, general manager, 
WDAM, Hattiesburg, Miss. 


Congratulations on sponsor maga- 
zine for 10 September. We think 
the style and the content are ex- 
tremely well handled. 

We particularly like the style of 
the article, "Airlines: Why Spot Ra- 
dio Can Help," (10 September) 
and the implication that there will 
be a continuing series of similar 
articles. We like it because we 
think it gives to stations in the 
field, the same kind of material 
that is being fed to agencies in New 
York and elsewhere. We have al- 
ready delivered this article to the 
leading airline managers in our 
community, and found them in- 
tensely interested in it. It appears 
to us this is a highly effective way 
to increase the potential results of 
major sales efforts made by many 
of the organizations in the nation- 
al field, working in these areas. — 
RICHARD M. BROWN, president, KP0J, Port- 
land, Ore. 


In your tv timebuyers' market 
guide, please note the following 
corrections for KWEX-TV which 
is listed under the San Antonio, 
Texas market: Henry Gutierrez, 
operations manager; Spanish Inter- 
national Network Sales, rep firm — 
EMILIO NICOLAS, general manager, KWEX-TV, 
San Antonio. 

- '!■: mm , .:ir ,,im: ,i!_ .i,: 1 ...,!!: .iiiu:...,i- ..n nil- i,n ,;ii;. in i; 'ih.. 'ii. mi;, 'li.. rin. ii mi, ;:in. 'h "h, n, in,, i, n, ■ m, .'ii. ■!. ^_ 


Advertising Research Foundation eighth 

annual conference: 2, Hotel Commo- 
dore, New York. 

National Federation of Advertising Agen- 
cies central regional meeting: 5-7, Ex- 
ecutive House, Chicago; eastern re- 
gional meeting, 12-14, Traylor Hotel, 
Allentown, Pa. 
Advertising Federation of America third 

district meeting, 11-13, Hotel Colum- 
bia, Columbia, S. C; seventh district 
meeting, 14-16, Hermitage, Nashville, 

RAB regional management conferences: 
1-2, Glenwood Manor, Overland 
Park, Kansas 4-5, Western Hills Ho- 
tel, Fort Worth, Texas. 
Advertising Research Foundation eighth 
annual conference: 2, Hotel Commo- 
dore, New York. 
National Association of Broadcasters fall 

conferences: 15-16, Dinkier-Plaza Ho- 
tel, Atlanta, Georgia; 18-19, Biltmore 
Hotel, New York; 22-23, Edgewater 

Beach Hotel, Chicago; 25-26, Statler- 
Hilton, Washington, D. C. 

American Association of Advertising Agen- 
cies central regional meeting; 17-18, 
Hotel Ambassador West, Chicago; 
20-25 western region convention, Hil- 
ton Hawaiian Village, Honolulu, Ha- 

Mutual Advertising Agency Network hnal 
meeting for 1962: 18-20, Palmer 
House, Chicago. 

National Educational Tv & Radio Center 
fall meeting of station managers of 
affiliated tv stations: 18-20, Park- 
Sheraton, New York. 

National Assn. of Educational Broad- 
casters 1962 annual convention: 21- 
25, Hotel Benjamin Franklin, Phila- 

Broadcasters' Promotion Association an- 
nual convention: 28-30, Holiday Inn 
Central, Dallas. 

International Radio and Television Society 

time buying and selling seminar: be- 
gins 30, CBS Radio, New York. 

lllllllllllllll!l!llllll!lllllllllll!!ll!lll!l!lll!ll!l!llll!llllill!lll!llllll!ll!li;il! Ullllilllllllllillll IIIIIIEIIIIIIIillllllllllllllli IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIM 

SPONSOR/ 1 October 1962 


Arkansas' only 

50,000 watt 
radio station 

effective immediately 

kaay, the only 24 -hour tittle noch 

radio station, proudly appoints 

u-it Representatives, inc. as 

exclusive national representative. 

an H-n uni/plan station 

SPONSOR 1 October 1962 

The Story of The PGW Colonel. ..A Best Seller For More Than 30 Years 



PGW Television Colonels worked for advertising agencies for 70 years before they 
joined us. Our Radio Colonels put in nearly half a century with companies that 
market goods and services. Altogether, we have been on the other side of the ad- 
vertising desk for 173 years. 

They were very productive years for many of us. Because of them, the PGW Colonel 

is very much at home with advertisers . . . and advertisers are at home to the Colonel. 

That's why the Colonel is always on the go! 


Pioneer Station Representatives Since 1932 



- ^ 

1SL ^ o outstanding 

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. 


Lancaster, Pa. 

Representative: The MEEKER Company, Inc. • New York 

NBC and CBS 


Clair Mc Co I lough, Pres. 

Chicago • Los Angeles • San Francisco 
SPONSOR/ 1 October 1962 


Top of the news 

in tv/radio advertising 

1 October 1962 


BAR advised the trade it has given up the idea of putting out a regular 
monthly bulletin designed to measure tv station compliance with the NAB 
code. Reason it gave: it's not in the business of code interpretation and that 
anyway there was no uniformity among tv stations in their interpretation and 
application of the code. 


Electronic journalism made history in Tyler, Texas, last week when WFAA- 
TV, Dallas, gained admission to the Smith County courthouse where national 
attention is focused on the trial of Billie Sol Estes. Judge Otis I . Dunagan 
ruled the cameras be admitted in the interests of avoiding "discrimination be- 
tween the news media." 


Thirty-two years after the founding of the Yankee Network, ABC Radio pres- 
ident Robert R. Pauley is going back to New England to link together a re- 
gional network. Pauley says that 35 stations in that area have requested such 
service. What city is to have the key outlet is yet to be decided. Noted Pauley: 
our Radio West has done so well that we're looking into the possibility of sev- 
eral other regionals. 


While YKrR was ballyhooing the decision-making marvels of its IBM 1020 
(see pages 20 and 32) , BBDO took the wraps off its Honeywell 400 com- 
puter and tagged its new program SI MAD — a System for the Integral ion of 
Marketing and Advertising Data. The Honeywell handles the matching <>l 
market profiles with media profiles on the linear programing principle and 
later, the bookkeeping aspects, like producing contracts and media insertion 
orders, issuing checks to media and invoices to clients. It makes no claim to 
decision making on media selection. 


Erstwhile Hefty tv advertiser, Lanolin Plus' Rvbutol. has conic under FTC 
buyer for misrepresentation. The commission specifically cited long-standing 
claims that the vitamin-mineral product is beneficial in treating tiredness, loss 
of a sense of well-being, loss of happiness, and feeling older than ones age. 
The order comes at a time of general Government lightening tip on drug 


An analysis on the TvB-Rorabaugh Report on Spot Tv Advertising for the 

second quarter of the year indicates that only about ;V' ( ol all national spot 
tv goes into 100 or more markets: better than 7<> ( ', goes into market lists ol 
25 and less. (For story, see j>. 29.) 



Top of the news 

in tv/radio advertising 



The ABC Radio o&o group has wrapped up its executive needs for the group's 
entry into national sales representation. The top men by cities: Tony Rocco 
in New York; Don Carroll in Chicago and John Paley in Los Angeles. The 
initial outside client for the new setup, which will be known as ABC Radio 
Representatives, is the ABC regional, Regional West, in 1 1 western states and 
composed of 1 16 stations. 


January-June tv billings for cars were 28,899,875 compared with $23,071,620 
for the first 1961 half, according to TvB. Spot tv paced the gain, hitting $9,- 
991,000 from just over $6 million last year and network billings rose some 
$2 million to $18,908,875. 


J. W. Knodel, who as the new president of Avery-Knodel has switched his 
quarters from Chicago to New York, this week disclosed his reshuffling of 
executive personnel and expansion plans. Among the changes: Donald F. 
McCarty becomes radio division sales manager in New York; Tom White and 
Philip Schloeder. Jr., retire as executive v. p. and secretary-treasurer, respec- 
tively, but continue as consultants; F. Robert Kalthoff replaces Raymond M. 
Neihengen as tv sales manager in Chicago; Gale Blocki, Jr., joins Chicago ra- 
dio sales, coming from Metromedia. As of 1 November the company will 
have an office in St. Louis also. 


Educational tv got underway in New York 25 September when WNDT en- 
gineers crossed a 10-day-long picket line for the striking AFTRA. The long- 
delayed start of regular programing by the station followed a union agreement 
to drop its insistence on including as "hosts" non-professional performers such 
as professors and physicians. AFTRA has also agreed to a six-months morato- 
rium on the outside-New York release of WNDT telecasts to be followed by 
a vote on union affiliation by all station personnel who appear on the air. 


After two years of looking into charges of improper influence in license dis- 
position, the FCC has voted four to one to allow original licensee, the Boston 
Herald-Traveler, to retain that city's channel 5, WHDH. Last week's decision, 
which granted the Herald a four-month license, was based on the FCC opinion 
that the other original applicants for the channel (Massachusetts Bay Tele- 
casters and The Greater Boston Television Corp.) were guilty of equal or 
greater flaws. 


Hands were extended across the hotly competitive New York air waves last 
week. WINS, in on-the-air editorials, urged support of the 16-month-long 
campaign for reapportionment of the New York State Legislature waged by 
competitor WMCA. WINS general manager Mark Olds sent letters to all 
other radio stations in the area soliciting their support on the issue. 

12 SPONSOR/ 1 October 1962 





Member of the Audit Bureau of Circulation 




Top of the news 

In tv/radio advertising 



FCC chairman Newton Minow twitted ABC TV and CBS TV by implica- 
tion before the IRTS for scheduling their youngster news programs against 
each other Saturday afternoons. Cracked Minow: the networks must be figur- 
ing on "that minority group of children who have two tv sets in their play- 
rooms — and who are bifocal.'" 


WBAL (AM-FM & TV) formally dedicated its new $2 million Broadcast 
Center in Baltimore 26 September. Top brass from Hearst, NBC, and both 
local and out-of-state dignitaries were on hand for the event. The Chesapeake 
Bay city has also witnessed in recent months modernizations by WMAR and 


The ANA is waging an extensive campaign to round up support for a clause 
to be included in current Congressional action on the regulation of prescrip- 
tion drugs. Bills passed in the Senate and originally proposed in the House 
state that ads for these drugs would have to include a full disclosure of all 
properties, including harmful side-effects of the product. ANA, alarmed over 
the precedent this might establish for other products, and pointing to its im- 
practicability in small space advertising, has proposed an added clause which 
would exempt ads from the "full-disclosure provision'' provided all data was 
available to physicians and the ads so stated. 


An unresolved contract dispute, which began back in the spring, has prompted 
the Writers Guild of America, East, to authorize a strike against Storer Radio, 
Inc. involving WHN, New York. Central figures in the controversy are five of 
the Guild's members now employed at the station as newswriters and major 
bone of contention is the minimum weekly wage. The Guild says it should be 
$155 and Storer, $75. No date has been set for the strike action. 


The object of much industry and public criticism the past few years, tv toy 
commercials have been getting a thorough going over by the NAB Code Au- 
thority this fall. So far, 156 commercials for games and toys produced by 22 
companies for the Christmas season have gotten a green light from the Code. 


The FTC has granted requests by the American Retail Federation, the Na- 
tional Retail Merchants Association and others for a conference on coopera- 
tive advertising. The place is the FTC Building, Washington, D.C. The time: 
17 October, 10 A.M. 

SPONSOR-WEEK continued on page 58 

14 SPONSOR 1 oc:tober 1962 


Your survey will show.- WHK RADIO 

ranks as Number One with the 

listening public* WHK RADIO commands 

50% of local Radio investments in 

a competitive 8-station market. Need 

further documentation? Paul 

Farmer, General Manager,Goodbody 

& Company (stocks and bonds)... 

an exclusive WHK RADIO advertiser. . . 

reports." Local radio directed to a mass 

audience is an excellent medium for 

advertising in our business. We are 

pleased with both the size and quality 

ofWHK's audience." Want your 

campaign to end on a happy note? 

Add WHK to your Cleveland portfolio. 




j gggj ggmn 




Jon-Mor I960- Apr- June 1962 
se. Mar 1960- May-June 1962 



* * 



(Wmtl c €o<Jcm^l 


Americans are spending the biggest part of their income on food. 

Food manufacturers are the heaviest advertisers in America. 
People are spending more time watching television than eating. 


Food advertisers invest more of their money in television than in all other media combined. 

Supermarket dealers vote television the 

most effective sales medium (including 

newspapers, magazines and radio). 

Currently the CBS Television Network 

has even more food advertising on order 

for Fall than it had a year ago. 

Within television, for the tenth straight year, 
food advertisers are spending the largest portion 
of their budgets on the CBS Television Network. 

For the seventh straight year Americans are spending more time 
watching the CBS Television Network than any other. 

^9i3 cTe/evtbicn tAefaficfr& 


What will he 
tcant to see 

next Tuesday? 

(Tune in KPRC-TV now, let him decide later, 

The best to you each morning 
— noon and night 


of KeUoge' 5 

Individual servings of nationwide favorites, in one sta- 
tion package. ID's Participations, Chainbreaks, Frosted 
Spots, and New Special "K" ... All O.K.! 



Represented Nationally by Edward Petry & Co. 

SPONSOR/ 1 October 1962 


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

1 OCTOBER 1962 / Copyright 1962 

If you as an agency buyer of spot tv were to be asked by a client what big 
change has taken place this season in the pattern of doing business, here's a phe- 
nomenon you can cite to him. 

It's an appreciable breakdown of the barriers against getting stations to con- 
firm orders less than 30 days before starting date. 

The crumbling of the old tradition in this respect has added loads to spot's flexibil- 
ity, buttressed spot's competitiveness vs. network tv and made it far easier for spot 
prospects to do their planning at long range. 

And who do think should get the lion's share of credit for the major breakthrough? 

It's no other than the toy people. They succeeded in convincing tv stations in the 
large that their business made it imperative that they know in June what tv facili- 
ties could be locked up for a late September starting date. 

Argued the breed: if the networks were willing to abide by this basis, why should 
spot play coy, unless it wanted the money diverted to another medium, like print? 

In the process of educating the sellers of spot tv as to the toy industry's prob- 
lems the manufacturers disclosed that tv has virlually become the tail that wags 
the dog. In other words, it's the locked-in tv schedule that largely influences pre- 
Christmas orders from jobbers and if the maker is to get these orders into pro- 
duction in ample time his tv commitments must be wapped up by the first of June. 

Lever Bros.' Pepsodent can chalk up a victory for itself in the battle of ac- 
ceptance for its new promotional theme: Do you have yellow mouth? 

NBC TV r continuity accepance issued a stern thumbsdown on this slogan, but it de- 
cided fo change course, and reluctantly so, after it found that the yellow mouth thing 
had met with the approval of not only the other networks but the NAB code. 

FC&B, which has Pepsodent, told SPONSOR-SCOPE last week that this particu- 
lar campaign has no plans for spot as yet. 

The yellow mouth angle comes 10 years after Pepsodent blitzed radio with the 
theme of you'll wonder where the yellow went when you brush your teeth with 

Reps in both New York and Chicago say they've never seen anything like the 
continuity of buying they've gone through for this fall. 

The action got going in a solid way in early July and it's still rolling along at a lessened 
hut gratifying pace. 

The No. 1 headache: squeezing in minutes for late comers among the top mar- 

(For latest action on the buying front see SPOT-SCOPE, page 67.) 

You can take this as a symptom of the tight spot tv market : rep salesmen are 
grumbling about the disposition of too many buyers to insist on ample time in 
which to make their confirmation decisions on alternate spots. 

The question they now pose is how much is "ample." and you can hear them arguing 
the point that there ought to be some ground rule on moving-around time. 

For some of the more fortunately endowed reps the point is academic. They're oper- 
ating strictly on a first-come-first-served policy. 

SPONSOR/1 October 1962 ''' 



Tv reps can put to rest their fears that when Y&R gets its new media model 
computer all tuned up stations will be called on to submit their availabilities at 
the rate of three times a day. 

The assurance that this won't be so comes from Y&R. 

It seems that an idea along this line was incorporated in a pitch for new business. 
The point made in the pitch was that such a routine could be considered as a sample 
of how availabilities could be processed expeditiously via a computer. 

General Mills keeps reaching out more and more into the precooked food field. 

It's introducing three casserole type main courses this fall: Noodles Almondine, 
Macaroni and Cheddar and Noodles Italiano. The line was started last year with 
Noodles Romanoff. 

Doyle-Dane-Bernbach New York is doing the spot tv buying for the three new ones. 

Campbell Soup (NL&B) has made ABC TV, along with NBC TV, the recipient 
of its first-time splurge into daytime ( tv. 

For ABC TV it's a spread of 13-17 minutes a week, carrying through the first quar- 
ter of 1963. 

There's no indication yet whether this fall will be marked by the old hurley- 
hurley of promotional nighttime rating counterclaims by the tv networks. 

This annual pointing with pride and viewing with disdain quieted down considerably 
during the 1961-62 season and what with everything more mature the restraint could per- 
sist this time. 

One outfit on the sidelines that'll be happy is Nielsen. It had been in the 
habit of spending at least eight hours a month checking claims and counterclaims. 

Remember that report on rating sampling that Dr. William Madow did for the 
Harris broadcast subcommittee a couple years back? 

Well, this rather erudite discourse is being simplified for the general run of re- 
search and media specialists by Martin Mayer, who wrote Madison Avenue USA, in 
behalf of the ARF. 

Lately Madow's been working for Nielsen on the matter of proper samples 
for demographic breaks, or what you might preferably recognize as socio-economic 

If you want to accept the past three-four years as a norm, you'd be safe in 
placing your bets in early August as to whether spot tv will have a good or not so 
good fall buying season. 

For radio there's no date of telling. The buying action gets later each year. 

Reflections of a tradepaper reporter last week watching a Y&R researcher ex- 
plain the agency's "High Assay Media Model," a computer geared system for solv- 
ing the complicated problems of getting the optimum effectiveness for an ad buck: 

This rash of activity to automated media selection can't on the longrange view be put 
down as just another gimmick for business-getting or impressing the client. 

The cost of marketing a product keeps zooming and the advertiser is bound to em- 
brace any tool that promises to cut down the risk of his investment. The computer boys 
are singing that song. 

The machine isn't going to replace entirely the expert media buyer's creative 
and intuitive talents, but he can't go wrong by moving in quickly and make himself con- 
versant with the techniques and general principles of computer systems. 

It means much extracurricular time, but it should be worth it. 

20 SPONSOR/ 1 October 1962 



Looks like all of the big five in gasoline-oil distribution will have network tv 
going for them during the last 1962 quarter. 

I he extent of their participation: 

.Mobil (Bates I : two minutes a week on four ABC TV nighttimers. 

Texaco I B&B I : a total of 34 commercial minutes for the quarter on four NBC 
TV shows. 

Shell I OBM I : participations in CBS Reports, Dobbie Gillis, Fair Exchange and 
the Alfred Hitchcock Hour. 

Humble (McCann-Erickson) : a quarter of the NCAA games on CBS TV. 

Gulf (Y&R) : a likely combination of news and sports. Final decision is expected 
this week. 

For an insight as to tv's potency in piling up billings from the makers of pack- 
aged or bottled goods, make note of this fact: 24 of them spent over S6 million 
for the firet six months of 1962 in time alone, and that takes in network ami spot. 

This lineup of better than $0-million tv time spenders, as compiled for SPONSOR- 
SCOPE l>\ TVB and with L\A-BAR and Rorabaugh as the sources, is as follows: 

Procter & Gamble 




Lever Bros. 


Philip Morris 




Miles Labs 


General Foods 


Liggett & Myers 


Amer. Home Products 

20,793.72 1 

Corn Products 




Campbell Soup 


R. J. Reynolds 


William Wrigley 




Brown & Williamson 





6.801. :,22 

General Mills 


American Tobacco 




Sterling Drugs 


Coca-Cola Bottlers 


Standard Brands 


Here are those whose gross expenditures for time were over $5 million: 
National Dairy $5,933,098 Warner-Lambert 397,961 

National Biscuit 5,922,339 S. C. Johnson 5,288,914 

J. B. Williams 5,733.979 Scott Paper 5,265,399 

The Discovery series has. been divorced by ABC T\ as a participation combi- 
nation wi.h American Newsstand. 

Under the previous arrangement advertisers could rotate in both strips, but now the 
buy is to be made in each separately. 

Post Cereals (B&B) last week picked up three weekly commercial minutes in 
Discovery, leaving only three of the available 25 minutes unsold. 

Discovery runs 25 minutes per day and Newsstand, five minutes. 

Judging from random ratings, football this fall is on the way to setting view- 
ing records for the tv networks. 

The National Football League la>t year started off with an average Arbitron of 

13.2. This time the average rating came out 14.5. For the parallel period the NCAA 
opener jumped average-wise from 5.0 to 6.4. 

NBC TV has put a package tag of 3750,000 on its four-shot Communist docu- 
mentary series. 

The group will consist of three one-hour shows and one 90-minute telecast, or a 
total of 27 commercial minutes, which would bring the whole thing in at $28,000 a 




Fletcher Richards, Calkins & Holden wants it known that all units of the U. S. 
Rubber Co. other than the tire division (Ayer) are still there. 

In addition to the Keds, the U. S. Rubber divisions at FRC&H are consumer and in- 
dustrial products, Maugatuck Chemicals, and the textile and international divisions. 

The agency has bought heavily into ABC TV (news and nighttime programing) in 
behalf of this client. 

Liggett & Myers (JWT) would consider it a favor if CBS TV would let it out 
of its commitment on Fair Exchange. 

The wish has nothing to do with the quality of the show. It's merely this: the com- 
mitment's only for 13 weeks and since the network's been able to clear only 74 
of the top 100 markets the advertiser figures it might as well switch to something 
which would make available these missing markets and serve as a continuing ve- 
hicle for its commercials. 

L&M's bid for release inspired a groundless rumor along Madison Avenue that 
it was in retaliation for the CBS Reports chapter on cancer and smoking. 

What cigarette advertisers did object to, and strenuously, was the unauthorized use 
of their commercials in the documentary. 

Look for Ballanline (Esty) to reshuffle its advertising allocations after it finds 
a buyer for half of its two-thirds share of the New York Yankees broadcast. 

The cutback here will amount to about $1 million, with the money going toward 
providing the brewer with greater flexibility in the use of air media. 

Incidentally, it's been one of the worst summer seasons that the beer industry has 
experienced in the east in a number of years because of the abnormal cool 
weather. The same applies to the pop bottlers. 

A case in point: For the first time in 58 years Massachusetts didn't have a day 
over 90 degrees in August. 

Cigarette marketers estimate that distribution of the product is headed for a 
3-3.5% increase for the year. 

The consensus among them is that R. J. Reynolds will once again top the others 
in both sales and gains, with American Tobacco and Lorillard pretty nip and tuck in 
respect to second place percentage of increase. 

A rather unusual aspect of the sponsorship of the revived Leave It to the Girls 
strip on WNBC-TV, New York, is the inclusion of all three soap giants, namely 
P&G, Lever and Colgate. 

The linking up of two of these advertisers on a single program series is an arrange- 
ment that has prevailed in daytime network tv the past two seasons at least, but 
this is the first time that the trio has bought into the same vehicle. 

The show's on syndication. 

The passage of the trade bill now before Congress may eventually have some 
significance for the American spot tv business. 

It might induce foreign manufacturers to latch on to the medium as a tool for 
competing with American counterparts. 

A leading rep has already anticipated this possibility. One of his sales executives is 
taking time out from his current vacation jaunt around Europe to talk to possible prospects. 

22 SPONSOR/ 1 October 1962 


In Indianapolis, the SOUNDS OF THE Cltf 
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 
the 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- 
dominandy adult audience . . . provides your best oppor- 
tunity to address the town fathers — and mothers — with 
your advertising message. Ask your KATZ man! 




Represented Nationally by the KATZ Agency 




To reach Main Street, 
U.S.A., turn at Mutual. 

Main Street, 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 
local affiliates everywhere. 
If you want to sell where 
the buying is biggest, check 
the signpost, turn at Mu- 
tual. LANDMARK: Mutual 
delivers 97 of the top 100 
Main Streets in America. 
Mutual Radio 1 3 M 

A Service to Independent Stations 


by Joe Csida 

Kickbacks on the new season kickofff 

A television observer, trying to gauge program- 
ing developments this new 1962-1963 season, is 
hard-pressed to do so without resorting to special- 
ly-run tape showings. Take Wednesday (19 Sep- 
tember) night, for example. At 7:30 on that 
evening NBC was presenting the premiere per- 
formance of the first ninety-minute western series, 
The Virginian. CBS was showing a filmed docu- 
mentary in its CBS Reports series on the poten- 
tially explosive theme "The Teen Age Smoker." And ABC was kick 
ing off its first episode of Wagon Train, which, of course, had shiftel 
from a successful season on NBC. 

On the theory that CBS Reports could be counted upon to do its 
usual thorough and objective job on its subject, and therefore, the 
content of its "Teen Age Smoker" report was somewhat predictable, 
and on the further theory that whether on ABC or NBC, Wagon 
Train would still be substantially Wagon Train, I tuned in the 
virtually motion picture-length The Virginian. Lee Cobb, who plays 
a judge in the town of Medicine Bow, and is one of the regulars in 
the series, has been quoted by newspaper writers as thinking poorly 
of the show. 

The gun backfired 

On nothing more than the viewing of its premiere I think Mr. 
Cobb may have something. The obvious effort on the part of The 

Virginian's producers, director, writers, et al was to come up with a 
western unlike any western previously presented on television. 

(This presumably to justify the ninety minute length.) The de- 
vices used to achieve this were to affect a writing style much like that 
of undeveloped Irish poets; to use a directorial touch which (when 
combined with the aforesaid material) resulted in having such ex- 
cellent actors as Colleen Dewhurst and Hugh O'Brian frequently 
come off revoltingly precious and nauseatingly pixieish. Anyone 
who saw Miss Dewhurst in Tad Mosel's Pulitizer Prize winning play 
"All the Way Home" will readily recognize what a feat of writing 
and direction this would be. 

Another technique for making The Virginian quite a far six-shot 
from other westerns apparently is to use almost no make-up on the 
players. This is particularly noticeable, of course, in the case of the 
female players, and it does add a touch of realism. But the most 
important departure of all is one which baffles this viewer. This is 
apparently a concept in which the regulars on the show actually 
have very little to do. This first episode in the season's series, fon 
instance, was 99% written for and about guest stars Dewhurst and 
O'Brian, while James Drury in the title part, Lee Cobb as the Judge 
and owner of the ranch on which Drury is foreman and other regu- 
lars played oddly insignificant roles. True, the Virginian talked 

(Please turn to page 50) 


SPONSOR/ 1 October 1962 

Gregory Peck, Jennifer Jones, 
Frederic March 

Jane Russell, Richard Egan, 
Joan Leslie 

Spencer Tracy in 
Ernest Hemingway's 
Pulitzer Prize Novel. 

Marlon Brando, 
Red Buttons, 
James Garner 

Drama from 20th Century Fox in: 

THE GIFT OF LOVE-starring Lauren Bacall, Robert Stack, and Evelyn Rudie 

DON'T BOTHER TO KNOCK-starring Marilyn Monroe, Richard Widmark, and Anne Bancroft 

BIGGER THAN LIFE-starring James Mason, Barbara Rush, and Walter Matthau 

Drama from Warner Bros, in: 

A FACE IN THE CROWD-starring Andy Griffith, Lee Remick, and Anthony Franciosa 
MIRACLE IN THE RAIN-starring Jane Wyman, Van Johnson, and Peggie Castle 
HELEN OF TROY-starring Rossana Podesta, Brigitte Bardot, and Jack Sernas 

Seven Arts Volumes 4 & 5 have everything-everything to please your audiences- 
top stars— top stories-top directors— they're all in Seven Arts' "Films of the 50's" 
"Money Makers of the 60's" Volumes 4 & 5 now available from Seven Arts. 




NEW YORK: 270 Park Avenue YUkon 6 1717 

CHICAGO: 8922 D N. La Crosse (P.O. Bo« 613). Skokie. III. 
ORchard t 5105 
DALLAS: 5541 Charlestown Drive ADams 9 2855 

LOS ANGELES: 3562 Royal Woods Drive STate 8-8276 

TORONTO, ONTARIO: 11 Adelaide St. West • EMpire 4-7193 

For list of TV stations programming Seven Arts' "Films of 
the 50's" see Third Cover SRDS (Spot TV Rates and Data) 
Individual feature prices upon request 

What's in volumes 4 and 5 of Seven Arts' "Films of the 50's"? 


SPONSOR/ 1 October 196! 


Newsweek Magazine 

This new 17M-mile, $200 million Chesapeake Bay Bridge-Tunnel 
will give Norfolk-Newport News industry a rapid transit highway to 
the great Atlantic Urban Region— and also will make this area even 
more attractive to new industry. Also it will provide a direct link 
between the great industrial centers of the nation and the greatest 
natural harbor in the world— Hampton Roads. 

With 1,200 men on the job, and construction more than half done, 
already the effect is tremendous. And this is happening to an area 
that already was booming— growing at 234 times the national rate 
for the past decade ! 



ABC -13 

What a place to put a TV dollar— Virginia's Tidewater Metropolis! Nearly a 
million people and only three TV signals. 



a major expansion 
in the national 
representative field. 

the merger of 





Venard, Torbet & McConnell, Inc 


28 SPONSOR/ 1 October 1962 

1 OCTOBER 1962 


(76-266 stations; 8%) 
(51-75 stations; 6%) 

(26-50 stations; 13%) 
(20-25 stations; 6%) 

(10-19 stations; 16%) 

National spot dollars rarely 
reach low market stations 

(3-9 stations; 50%) 


(3-266 stations; 100%) 

This analysis of the 2nd-quarter TvB-Rorabaugh report ignored 2253 brands as local; tabbed 1373 brands 
using at least three stations in two states. Each brand equals one station list. The longer the list the more 
markets and the more stations in the higher ranked markets. Only (il brands used more than 10(1 stations 

More tv $ for smaller markets? 

► Smaller tv markets want major ad dollars 

► They can be had but don't come easy 

► Few brands use more than 75 stations 

► Short lists get most of the long green 


othing bugs a tv station man- 
ager, in most markets below 
the top twenty-five, more than his 
yen for the lovely, luscious, and 
lucrative dollars of the national 
spot advertiser. So intense is his 
desire, and often his need, for na- 
tional spot billing (in some mar- 
kets that national advertiser dollar 
can be the difference between red 
and black ink) , that many an 

otherwise astute operator spends 
more time singing "The M.ijoi 
Dollar, Minor Market Blues'' than 
he does in putting together a crea- 
tive selling pitch. 

Small market problem. Putting 
together such a pitch is not easy, 
and making it work is no cinch, 
either, as any station rep will agree. 
To quote more than one rep, "Get- 
ting national dollars into a lesser 

market is a backbreaking job. It's 
a long hard fight For thai dollar 
but it can be done." 

And more than one agenc) time- 
buyer and media man has said. "II 
the) have a good market and can 
find a distinctive peg on which to 
hang a pitch and get their stoiy 
across, they can help themselves ai 
the national level. The trouble is 
that too man) stations look, lor the 
national dollar before they've built 
their local and regional acceptance 
and revenue." 

What man) veteran agency, rep, 

.ind station men also agree on is: 
"Most lessei market stations don'i 
attempt to understand how na- 
tional dollars are allocated. I lu \ 
rarel) look beyond their own en- 
virons. All the\ know is that na- 

SPONSOR 1 October 1962 


tional spot billing is up 18% for 
the first half of 1962 and they want 
their national advertising billing 
to increase 18%. 

Economics of tv spot. "They 
don't realize that only about 5% 
of all national spot goes into 100 
or more markets; that better than 
70% goes into market lists of 25 
and less because that's where we 
reach most of the people for the 
least dollars." 

To check this sponsor tabulated 
the TvB-Rorabaugh Report on 
Spot TV Advertising for the sec- 
ond quarter of 1962. Every brand 
using a minimum of three stations 
in more than one state was totalled, 
(see chart on page 29) , and many 
of the lists of stations were checked 
for the number of markets. 

The tabulations showed that the 
longer the list of markets the more 
maximum coverage, or multi-sta- 
tion, markets on the list. One 35- 
market campaign used 53 stations, 
another 68. A 20-market list might 

use 25 stations. Even an 18-market 
list used 31 stations. And the long- 
est market list, 162, used 266 sta- 

What must be done. How then 
does the tv station operator in a tv 
market ranked below the first 50 
go about cutting a piece of the na- 
tional advertising pie? What are 
the ground rules? Do they work or 
are they just talk? 

According to experienced time- 
buyers, many with more than 15 
years of service, agency media peo- 
ple, and station reps with superior 
track records, the lesser market sta- 
tions must keep six markers in 
mind. These are: 

1. Rates. Rate cards often are 
not realistic. In some lesser tv mar- 
kets rates are too high, making ra- 
dio a better buy. A strong enough 
station story may get the business 
but an out-of-line price makes the 
job tougher. 

One agency suggested a 3-or-4-to- 
1 ratio of tv over radio. Another 


6 ways to slice national ad cake 


REALISTIC RATES are essential if you don't want other media 
to get the dollars you want. And don't raise rates without a 
valid reason. 


KNOWLEDGE of your market is a must if you are to create a 
character, a personality for your station. Find out how your 
market, station and audience are different. 


DEVELOP A PLUS, an exclusive identity for your market and 
station. This can be a face, an idea, a fact, a combination of 
elements. But it must be unique and real. 


THE GROUP BUY, linking several minor markets into a re- 
gional combination, can be attractive to timebuyers when 
properly assembled, documented, priced and presented. 


THE LOCAL CONTACT can be productive; especially the food 
and drug brokers, wholesalers, distributors, retailers and 
chainstores. To them an adman will listen. 


PROMOTE THE MARKET instead of slugging your competi- 
tion. The smaller the market the more everyone wants na- 
tional ad dollars and the less they do to get them. 

= j|llllllll!llllllllll!llillllllllllllilitllllllllllll!llllllllllll!llllllllllllll!l!llilllilllllllllll!iy 

advised shooting for a $1.50-$2.50 
c-p-m. Others spoke bluntly about 
stations trying to keep pace with 
major market outlets by raising 
rates because the bigger station did, 
not because circulation was up; 
and about station owners who act 
as if their license were a franchise 
to get-rkh-quick. 

2. Knowledge. Know your mar- 
ket — its past, present, and future. 
Use research to chart growth and 
potential in terms of business and 
industry as well as audience and 
tune-in. Get to know the ware- 
housing and distribution pattern 
of nationally advertised products 
in your area. Find out what is dif- 
ferent about your station, its audi- 
ence and the market. The birth 
rate in your market may be above 
average and so provide a peg for a 
pitch to the makers of baby foods. 

3. Develop a plus. The trick is 
to give your market an exclusive 
identity, a personality all its own. 
This has innumerable variations 
ranging from the cigar and face of 
Joe Floyd, who used showmanship 
to spotlight KELO-TV in Sioux 
Falls, S. D., to the sightseeing tours 
for timebuyers staged by WITN- 
TV in Washington, N C. 

Other less spectacular yet in- 
finitely more creative and often 
more productive market develop- 
ment techniques are: 

The test market as developed by 
The Meeker Company and WSAU- 
TV in Wausau, Wis. This requires 
a lot of digging for facts, diploma- 
cy in dealing with other media in 
the market, and a savvy of mar- 
keting. But if the market is iso- 
lated from outside media, has high 
audience circulation, has a stable 
and varied economy, is accessible 
to warehouse facilities, and retail 
cooperation in promotion and au- 
dit of products is available, then 
it can mean national billing as it 
has in Wausau. 

The new market as developed by 
A. Donovan Faust, general man- 
ager of WJRT-TV in Flint, Mich., 
and Harrington, Righter & Par- 
sons. Five years ago, before the sta- 
tion went on the air, Flint was re- 
garded as a bonus that went with 
buying Detroit. The station and 


SPONSOR/ 1 October 1962 

its rep spent a year in planning, 
programing, and producing a new 

market entity known as Flint-Bay 
City-Saginaw. Using available re- 
search data that proved the new 

market concept, they prepared a 
presentation that sold the market 
and the idea, that gave it a middle- 
thirty market ranking, that neither 
lapped the competition nor over- 
played the WJRT-TV call letters. 
They sold the idea that Flint-Bay 
City-Saginaw was an important 
market that it could only be cov- 
ered effectively and economically 
from within the market. Accord- 
ing to HR&P's Jim Parsons, "The 
BAR studies show that the concept 
was sound. In two years it has 
meant an increase of 41% in the 
number of national spot advertis- 

The recreated market as devel- 
oped by WSAZ-TV in Charleston- 
Huntington, West Va., and The 
Katz Agency. They were plagued 
by a West Virginia address and a 
political campaign that had tarred 
the state as a depressed area laden 
with unemployed miners and ham- 
pered by a warehousing situation 
which credited sales in its four- 
State area to four different distri- 
bution centers. With two dozen 
heavy industry plants in its cover- 
age area, with $150 million in plant 
expansion and $33 million in new 
plant construction the station re- 
named its area as the SUPERmar- 
ket, documented 2 million people, 
a four billion dollar payroll, and a 
30th market ranking that delivered 
a flock of fresh national dollars. 

The combination market ap- 
proach, as developed by several 
reps and stations, has brought new 
national billing into more than 
one market. In Alabama, for ex- 
ample, Birmingham and Mobile 
are the major market buy with 
Montgomery and Dothan rated as 
fringe markets in the past. Now 
the combination of WCOV-TV in 
Montgomery and WTVY in Do- 
than, when offered as a supplement 
to Birmingham and Mobile and 
documented to show greater cover- 
age and penetration, has brought 
in new business. 

There are many variations of the 

Three examples of how stations attract 
new spot dollars to lower-rated markets 

1. Recreate a market 

\\ s. \Z- I V developed a 
phis by in reating itN mar- 
ket. With much ol West 
Virginia a depressed an .i 
ilns si ,i i i o n developed, 
documented and sold .i 
SI Tl ket in>i\ (I 
on heavy industry, many 
people and big payrolls 

2. The local contact 

WMTW-TV, Poland 
Spring, Me., spent a 
yeai contacting, cnlti- 
vating and working with 
food and drug brokers, 
retailers and chainstores 
in its area. This pup 
aration has upped na- 
tional spot billing 300% 
in just four short years 




7 j ! 

^ . 


( ^ 



[ i 





s»v*** > 



There are 
TV covers 


A & P i 
101. Tl 

lit lets in the 54th market 
ic local Portland stations 


COVei onl\ 

's/ market 
'st market 
<st market 
sf morkc, 

'si market 
\st market 
•st market 
->st market 
'■st market 
j st market 
n st market 
ssf market 
est market 
est market 
est market 
est market 
est market 

test market 

3. Develop a test market 

W \sl l V developed a plus by 
building a test market story thai 
brought national spot business i" 
W.uisaii. Not every market has the 
ingredients essential to a test mar 
ki i sioi\. and ii iv not easy to build, 
Inn il it can be done it pays oil 



plus market technique. The basic 
requirement is for a willingness to 
go dig and an ability to use exist- 
ing and available secondary data. 
Some lesser market station may, 
conceivably, not be receiving a full 
count from community antennae 
systems in its area. The trick is 
to be certain you include all their 
homes when they carry your signal; 
and just as certain another station 
isn't getting more credit than they 
actually have coverage. 
4. The group buy. Unlike the 

combination market, which is usu- 
ally an area package, the group 
buy usually is a regional linking of 
stations and markets that, as one 
agency executive put it, "When 
properly assembled, documented, 
and priced can be considered be- 
cause it offers new homes and 
doesn't cost too much. We can try 
it and see what happens." The 
same buyer suggested a West Texas 
group as having possibilities. An- 
other saw a possibility for second- 
ary markets in the states of Wash- 

ington and Oregon. 

5. The local contact. Contact- 
ing the client is not a new develop- 
ment but it can backfire. Most 
agencies and national advertisers 
do not mind a station going to the 
client, at headquarters, after the 
agency has approved. Most agen- 
cies will expedite such a contact. 
What both the client and its agen- 
cy abhor is the contact at the local 
level and, unless the station has 
properly briefed the local or re- 
(Pleose turn to page 51) 

Y&R computer laces real life' 

Agency unveils High Assay Media Model 
System outdates linear scheduling concept 
A machine which makes media decisions 

The shortest distance between two 
points — when the points in- 
volved happen to be advertising 
dollars and media effectiveness — 
is no longer a straight line. 

Such is the conclusion of Young 

& Rubicam, which last week un- 
veiled its "High Assay Media 
Model" computer system. Cognos- 
cente of the master-minded ma- 
chines, agency research manager 
William Moran explained the de- 

A meeting of agency media minds 

George H. Gribbin, pres. and chief executive of Young & Rubicam, takes a look 

at the agency's new "High Assay Media Model" computer unveiled last week 

parture from the age-old axiom and 
its application to agency problems. 
"The key for the advertiser," he 
said, "is the merits of the media, 
not just the size of the circulation, 
fn short, you can't just line facts 
up — you have to be able to assess 

Y&R's evaluation of the com- 
puterized media selection problem 
and its "High Assay" solution, if 
successful, outdates the linear 
scheduling concept which is, itself, 
a "new frontier" of exploration 
among many agencies. 

A practical media model, re- 
minded Moran, must help in mak- 
ing decisions, must make provisions 
for handling information about 
depth of potential, effectiveness of 
advertising exposure, the effect of 
changes and frequency and the be- 
havior of consumers with the me- 
dia, the relative values of space 
and time units, color, timing, and 
countless other variables. 

Media men who may be lament- 
ing the "personnel" effects of such 
dynamic automation, could take 
comfort from the words of senior 
media director Joseph St. Georges. 
The system, said St. Georges, "will 
stimulate, rather than inhibit, cre- 
ative media planning since it will 
free the media planner from sta- 
tistical work and enable him to de- 
velop new and imaginative media 
schedules." ^ 


SPONSOR /l October 1962 

Leaders of the re-christened society widen horizons 

New IRIS (successor to RTES) gets under way this season as top executives meet in New York to discuss future plans. Claude 
Barrere (1), executive director, is shown with William K. McDaniel. executive v. p.. NBC Radio Net., and new pics, ol I R I S 

Outlook for the re-christened IRTS 

► New projects to include foundation 

► International flavor for the new season 

► More service features to be added 

When t he Radio and Television 
Executives Society changed its 
name to the International Radio 
and Television Society last May, 
the non-profit organization, with 
more than 1,200 professional mem- 
bers dotted around the globe, en- 
tered a new and dramatic era ol 

With the change in title it be- 
came clear to many in the com- 
munications industry, notably to 
those in broadcasting and allied 
fields, that IRTS was embarking 

on a historic role and that its plans 
lor the future called lor lie her. 
more meaningful seminars. 

Moreover, the society, under its 
new administration headed l>\ Wil- 
liam K. McDaniel. executive vice 
president, NBC Radio, was read) 
to launch new and significant proj- 
ects aided grcatb 1>\ the establish- 
ment of the International Radio 
and Television Foundation. 

Service. Much ol this (,nne to 
light when sponsor interviewed a 
number of ke\ figures associated 

with IRIS. McDaniel, lor one. 
told sponsor thai the basic objec- 
tive ol the society was "'to serve its 
members and through them the in- 
dustry." lie stressed the point thai 
IRTS was primarily a service so- 
ciety and "everything we do has to 
be focused on (he word service." 

"Our h e t e 1 og e n e i t \ is out 
strength," McDaniel observed. "We 
aie not a lobb) organization. We 
are the onl\ true market place lot 
the exchange of ideas in (he inchis- 
ii \. Nor are we in competition 
with an\ other organization in the 
held ol communication." 

I hrough ihe activation <>i a 
foundation, die [RTS can under- 
take educational and service-type 
activities whose undoubted value 
can attract financial support on a 
broadei base. McDaniel said With 


foundation support, the society can 
ponder and study important trends 
in broadcasting and advertising. 

Many projects. McDaniel and his 
IRTS colleagues are determined to 
make this year's projects, particu- 
larly the Timebuying and Selling 
Seminars and the Collegiate Broad- 
casters Conference, the biggest 
ever. McDaniel re-established a 
custom, upon assuming the presi- 
dency, of asking members to take 
a more active role in IRTS' activi- 
ties. He also asked for ideas. The 
membership responded with num- 
erous suggestions including re- 
quests that the Newsmaker lunch- 
eon speakers be more diversified 
and more international in flavor. 
The first speaker on this season's 
agenda was FCC Chairman New- 
ton Minow. McDaniel also indi- 
cated that the Production Work- 
shops and the Round Table lunch- 
eons, in view of the expansion poli- 
cies of the society, would also take 
on an international air. 

The NBC Radio chieftain and 
new president of IRTS spoke with 

deep regard of the accomplishments 
of his predecessors — such leaders as 
Joe Culligan, Dick Salant, Frank 
Pellegrin, Don McGannon and Bob 
Sarnoff. "All were great leaders," 
McDaniel said. "I want to say that 
I don't know of any other organ- 
ization that has the type of people 
we have who donate so much of 
their time to such a worthy cause. 
Nobody says 'no' to anything we 
ask them to do." 

Committees. Committee chair- 
men are: membership, Herminio 
Traviesas, v.p. and manager, Tv/ 
radio department, BBDO; program 
(Newsmaker luncheons) , Richard 
A. R. Pinkham, senior v.p., Ted 
Bates & Co.; round tables, Martin 
Nierman, executive v.p., Edward 
Petry & Co.; anniversary banquet, 
Thomas W. Moore, v.p. in charge 
of ABC TV; gold medal selection, 
C. Wrede Petersmeyer, president, 
Corinthian Broadcasting Corp.; 
time buying and selling seminars, 
Cris Rashbaum, v.p. in charge of 
research and promotion, Harring- 
ton, Righter & Parsons; Collegiate 

l^r-4 : mT 



IRTS '62-'63 officers & members of board of governors 

L-r, seated: Sol Paul (Television Age), sec'y.; Peggy Stone (Radio-Tv Reps); 
Matthew Culligan (Curtis), past pres.; Bill McDaniel (NBC) pres.; Tom Mc- 
Dermott (Ayer), v.p. (L-r) standing: Bill Davidson, (Advertising Time Sales); 
Steve Labunski (WMCA, New York); Ed Reynolds (CBS): Sam Cook Digges 
(CBS Films), 1st v.p.; Dick Jones (JWT); Albert Shepard (Select Station Reps); 
Ted Bergmann (Charter Producers); Julius Barnathan (ABC TV); Bill Adler 
(writer-producer). Not in picture: Sol Cornberg (Cornberg Associates), treas.; 
Roger Greene (Philip Morris); Bob Teter (WNHC-TV, New Haven), v.p. 

Sees the global aspects 

Sam Cook Digges, administrative v.p., 
CBS Films, is first vice president and 
chairman of IRTS Awards Committee 

Broadcasters Conference, John V. 
B. Sullivan, v.p. Metropolitan 
Broadcasting and general manager, 
WNEW, N. Y.; Broadcasting Fol- 
lies, Anthony Faillace, Faillace 
Productions; '63 roster-year book, 
Robert F. Hurleigh, president, Mu- 
tual Broadcasting System; Fun 
Day ('62) James Alspaugh, v.p. in 
charge of radio, H-R Reps; admis- 
sions, Edward H. Benedict, Tri- 
angle Publications, radio & tv 
div.; IRTS awards, Sam Cook 
Digges, CBS Films; legal, Benjamin 
D. Raub, assistant general attor- 
ney, NBC; publicity, Gary Wag- 
ner, Wagner International Photos; 
Christmas Party, Clifford A. Bot- 
way, media supervisor, Ogilvy, 
Benson & Mather. 

A new projected conference, not 
yet announced, will be chairmaned 
by Erwin H. Ephron, director of 
press relations, A. C. Nielsen Co. 
The production workshop commit- 
tee is functioning as a team with 
no chairman. Two other new proj- 
ects in development stages are mo- 
mentarily without chairmen. 

The organization, as any observer 
can see, houses many dedicated 
workers. They handle their assign- 
ments with the zeal of missionaries. 
After McDaniel comes first vice 


SPONSOR/ 1 October 1962 

president Sam Cook Digges who, 
when he is not concerned with the 
welfare of IRTS, is engaged in the 
administrative vice presidency of 
CBS Films, Inc. In addition, Digges 
is a member of the board of gov- 
ernors and chairman of the Awards 
Committee of fRTS. In the latter 
post he and his committee mem- 
bers have been seeking to evolve a 
plan whereby IRTS would serve as 
the umbrella under which various 
industry groups, linked with IRTS, 
would make annual awards to 
worthy figures and institutions in 
broadcast and allied fields. This 

committee would not be in conflict 
with the IRTS Cold Medal Selec- 
tion Committee which every yeai 
presents an award to an individual 
or organization for their contribu- 
tion to broadcasting. 

It is Digges' contention that too 
many outside organizations are giv- 
ing awards to broadcasters and that 
in many instances these groups are 
not qualified to do so. 

Digges would like to see IRTS 
working with such industry organ- 
izations, as for example, the Ameri- 
can Women in Radio and Tele- 
vision Society, Broadcast Pioneers 

and the Academy ol Television 
Arts and Sciences, on awards thai 
would command stature on the 
eve of presentation. This qualita- 
tive award undertaking, with the 
benediction ol ever) significant 
branch of the industry could, con- 
ceivably, see the light ol da) b) 
'64-'65, il not sooner. Digges' com- 
mittee is determined to arrive at 
enlightened solutions to this vex- 
atious annual problem. The com- 
mittee is confident it will emerge 
with a code ol procedure that 
should win the seal ol approval 
(Please turn to page 52) 

Net and spot tv buys rise 15.2% 


Cosmetic, drug advertising leads gains 

Jan. -June '62 net-spot sum reaches $759 million 

Agriculture, publications show slides 

Spot and network tv-commercial 
usage rose 15.2% in the first 
(six months of 1962 as compared to 
the same period last year, accord- 
ing to figures just released by TvB. 

In dollars the net-spot buy 
amounts to $759,303,615, as com- 
pared to $659,240,74 1 for the same 
'six-month period last year. Of this, 
spot received $371,531,000; net, 

Cosmetics, drugs lead. The 
strong increase was led by substan- 
tial jumps in cosmetic, drug, and 
confectionery advertising. Cosmet- 
ics and toiletries with an $18.0 mil- 
lion increase, drug products with 
an increase of $11.4 million, and 
confections and soft drinks with an 
'increase of $11.1 million in the 
Ifirst half of 1962, paced overall net- 
work and spot tv billing growth of 
|SI0() million in the first half of this 
sear over the same six-month peri- 
)d of 1961. 

Gross time billings, network and 
Kpbt tv, for cosmetic and toiletry 

advertisers were $88,882,590 in the 
first half of 1962 against $70,904,- 
277 last year, TvB said. 

Soft drinks strong. Billings for 
drug products in 1962 were $73,- 
405,670 against $62,011,358 in 
1961, while billings for confection 
and soft drink advertising in 1962's 
first half were $42,453,245 com- 
pared with $31,362,933 last year. 

Largest percentage increase for 
any classification (discounting no- 
tions for the moment) was 103.2% 
for sporting goods, bicycles and 
toys. Billings in this category 
were $6,212,811 against $3,057,790 
in 1961. 

The notions group increased 
292.4%, but the expenditure was 
comparatively small, when com- 
pared to other groups. To be spe- 
cific, network received $300,283 
and spot tv $121,000 during the 
first six months of this year. 

Groceries' big package. Largest 
individual classification in network 
and spot tv was food and grocer) 

Product groups 
| with greatest J 
| gains in 1962 ( 

I 1. Sp'ting goods 103.2% | 
| 2. Tv, radio, phono, 9 4.9% \ 
I 3. Confect., soda 35.4% 
| 4. Househ'd paper 34.2% I 
| 5. Househ'd gen'l 29.4% | 
I 6. Pet products 29.0% ! 
| 7, Consumer sves. 27.5% 
| 8. Gas and lubes 26.8% 
I 9. G'dn supplies 25^6% 
| 10. Cosmetics, etc. 25.4% 
[ 11a. Automotive 19.5% 
| 11b. Househ'd I'dif l9.5% | 
I 12. Drugs 18.4% 

SPONSOR 1 October 1962 

products with first half 1962 bill- 
ings of $164,711,032, up 8.3%. 

In second place among the big 
gainers this year, following closely 
behind the sporting goods-toys 
category, was the tv, radio, phono- 
graph, musical instruments group. 
A 94.9% rise was reflected in net- 

work buys amounting to $2,365,- 
782, while $233,000 was spent in 

Leading the product groups 
which decreased usage of tv com- 
mercials for the first half of 1962, 
TvB disclosed, was agriculture, 
with a 73.8% drop-off. In 1961 

(January -June), $1,131,242 was 
spent on behalf of agriculture via 
networks, and $725,000 via spot tv. \ 
The total this year was $487,000,! 
all in spot. 

Hotels-resorts-restaurants fell off 
8.9%, and the watches-jewelry- 
cameras classification, 7.4%. #► 

|llllllllll!!!lll!lllllll!III!lllillllll!ll!l!iiilllll!lllll!lllll!IM^ 1111 

Estimated television expenditures, January-June 1962 

Product Category 

Total tv 

Spot tv* 

Network tv** 

'62 vs. '61 




$ 487,000 

$ 487,000 



Ale, beer & wine 




+ 13.8 

Amusements, entertainment 









+ 19.5 

Building material, equipment 




+ 8.7 

Clothing, furnishings, accessories 





Confections & soft drinks 




+ 35.4 

Consumer services 




+ 27.5 

Cosmetics & toiletries 




+ 25.4 

Dental products 




+ 11.0 

Drug Products 




+ 18.4 

Food & grocery products 




+ 8.3 

Garden supplies & equipment 




+ 25.6 

Gasoline & lubricants 





Hotels, resorts, restaurants 




Household cleaners, cleansers, 
polishes, waxes 





Household equipment — appliances 




+ 3.4 

Household furnishings 




+ 1.4 

Household laundry products 




+ 19.5 

Household paper products 




+ 34.2 

Household general 




+ 29.4 





+ 292.4 

Pet products 




+ 29.0 






Sporting goods, bicycles, toys 




+ 103.2 

Stationery, office equipment 





Television, radio, phonograph, 
musical instruments 




+ 94.9 

Tobacco products & supplies 




+ 10.1 

Transportation & travel 




+ 12.3 

Watches, jewelry, cameras 









+ 40.8 





+ 15.2 

•Source: TvB-Rorabaugh. **Souice: TvB/LNA-BAR. 


30 SPONSOR/ 1 October 1962 

Does anyone have a super-special for the men from Motorola? 

Vgency and client are still seeking suitable specials for this year's tv campaign. L-r: Emmett Dineen, a.e., Leo Burnett Co.; 

Robert G. Farris, dir. of advtg. and sis. promo., Motorola consumer products cliv.; John Walt, account super.. Leo Burnett 

How Motorola changed its image 

► Car radio image hampers tv, stereo 

► Tv specials change public feeling 

*■ New aura creates record sales months 

Motorola's return to television 
last fall broke five years of 
video blackout and gave the com- 
pany one of its biggest months in 
history. This season the radio-tv- 
!ii -fi maker would like a repeat per- 
berformance, but so far has not 
ound a "special" that is special 
■nough. With agency Leo Burnett, 
Motorola is still looking for shows 

similar to the three it sponsored 
last year, hopes now to come up 
with something by winter. 

The company has good reason to 
return to video this season. It's 
three programs last year — one in 
October, one in November, a third 
in December — did a corporate im- 
age-building job that turned De- 
cember into one of the biggest 

months in Motorola history. The 
campaign evidently delighted deal- 
ers, because the company acquired 
more new dealers in that month 
than ever before. It also erased an 
image the company didn't want, 
that of a maker ol only car radios, 
the firm's rust products. 

The success momentum gener- 
ated in December was maintained, 
the company sa\s. According to a 
report from Edward R. Taylor, 
president ol Motorola Consume] 
Products. t\ lcccixci sales b\ Mo- 
torola distributors lor June 1962 
showed 100.7% increase ovei June 
1961. Taylor further reports thai 
June was the largest month unit- 

SPONSOR 1 October 1962 


Award-winning ad director with trophy 

Bob Farris of Motorola holds award from Chicago's Federated Advertising Club 

for "What If?" commercial, two-minute documentary on corporate history 

wise for the company in the last 
ten years, outstripping the next 
closest June by 50%. He adds that 
stereo sales have risen considerably 
and that home, clock, and car radio 
sales were 20% ahead of last June. 
Specials wanted. Last season's 
specials formed the focal point of 
promotion and merchandising pro- 
gram building up to the Christmas 

crescendo, traditionally a peak time 
for tv and stereo receiver sales. 

Spaced approximately one month 
apart, Motorola's specials served 
as the spearhead of an advertising 
campaign composed of heavy print 
concentration (both newspaper 
and magazine) along with massive 
in-store displays, all geared to point 
up the company's stature in the 

Award-winning commercial opening 

Opening scene from "What If?" commercial shows Motorola founder Paul Gavin 
thinking 'What if cars had radios,' then tells of later company developments 

electronics field, and to emphasize 
particularly the quality and extent 
of its consumer products division 
line. The investment in this cam- 
paign was $1 million. 

Several years prior to Motorola's 
tv return last season, the com- 
pany's advertising strategy was un- 
dergoing a purposeful transition. 
Robert G. Farris, director of adver- 
tising, and sales promotion man- 
ager of Motorola's consumer prod- 
uct division, says of this change: 
"Our advertising has increasingly 
shifted to an image-building ap- 
proach. We are more and more 
interested in projecting to the 
consumer not only the facts about 
merchandise (including price) , but 
also of what kind of company Mo- 
torola is; what kind of dealers and 
service people we have; the quality, 
reliability and integrity we repre- 

Motorola had felt for some time 
the importance of re-establishing 
its consumer products division 
image, according to Farris. The 
image had been strongly linked 
with car radios and low-priced, 
but durable, television receivers. 
Motorola had produced a full line 
of tv and stereo hi-fi models fori 
about five years, but the company 
felt these products lacked a pres- 
tige image among consumers. 

Product image. "We had a great 
deal to emphasize," says Farris, 
"such as our cabinets designed by 
Drexel." The Motorola Company 
had established a strong position 
for its communications division, 
but at the consumer level our prod- 
uct image was not clearly defined 
in the public mind. We bought the 
three specials, specifically to im- 
prove this image: Carnegie Hall 
Salute to Jack Benny, The Poioer 
and the Glory, and The Bing 
Crosby Christmas Special." 

The objective was apparent in 
the commercials created for Mo- 
torola by Leo Burnett, the com- 
pany's agency since late 1954. 

The vehicles had to be strong 
enough, according to Farris, to 
provide the desired stamp of dis- 
tinction to Motorola's corporate 
name; to provide enough commer- 
(Please turn to page 53) 


SPONSOR/ 1 October 1962: 

85 Billion 



Why life insurance companies need 
new marketing ideas 











Shown above are life insurance purchases in the U. S. Despite the fact that sales ol life insurance in the U. S. 
have risen for the past 10 years, there is unmistakable evidence that the rate of climb has been levelling off re- 
cently. With more than 50 companies competing for sales, each must find new, creative marketing techniques 


INSURANCE: Why radio can help 

m j£!BUi3 nBKMr~' IMHHflPfflHHMMi 

** Life insurance faces plateau problem 
** 50 companies in fierce sales competition 

► "Quality-trust-protection" wearing thin 

► Spot radio offers unique opportunities 

With policy sales running over a 
whopping $80 billion rate last 
year it may seem slightly absurd to 
many hard-pressed manufacturers 
to talk of the marketing "prob- 
lems" of the life insurance indus- 

Yet to thoughtful sales executives 
of the giant insurance companies 
their own marketing dilemmas are 
fully as complex, and considerably 
more sizeable than those faced by 
purveyors of soap, cigarettes, razor 
blades or automobiles. 

Contributing to insurance com- 
pany headaches are such factors as: 

1. Policy sides plateau. Though 
sales of life insurance policies con- 
tinue to rise each year, the rate of 
climb has been slacking off notice- 
ably since 1957 (see (hart above) 
and there is evidence that sales are 
heading toward a plateau. 

2. Fierce competition. More 
than 50 major companies are com- 
peting for the country's life insur- 
ance dollars and though the leaders 
are huge and powerful, even the 

smaller companies have substan- 
tial assets. 

3. Product similarities. Though 
insurance companies offer and fea- 
ture a wide variety ol policies, the 
lad is that it is almost impossible 
lor a in one of them to achieve am 
teal "product superiority" ovei 
competition and rates are often 
established by law. 

4. Personal selling. The indi- 
vidual salesman remains the ke) 
figure in life insurance marketing 
and there are no signs that the "dis- 
tribution revolution" which has re- 
duced the importance ol personal 
selling in the food and department 
stoic fields cm ever be ol major 
consequence in life insurance 

5. Industry conservativism. De- 
spite the tact that it laces jet-age 
-ales problems, life insurance re- 
mains perhaps the most conserva- 



tive of all American industries (far 
more conservative in marketing 
and advertising than fire and acci- 
dent insurance, for instance, and 
more conservative than banks have 
been in recent years) . 

New marketing tools. Any real- 
istic appraisal of the life insurance 
business scene leads to the ines- 
capable conclusion that the indus- 
try must discover and develop new, 
radically different sales tools and 

Alert radio marketing men, 
studying the life insurance dilem- 

1) Low income. By far the bulk 
of all life policies are sold to low 
income individuals or families. In 
82% of policies the income of the 
insured is under $7,500 per year. 

2) Lower age groups. Another 
surprise for those who have thought 
of life insurance as primarily sold 
to "middle aged types": in 68% of 
policies the age of the insured is 
under 35. 

3) Small policies. Despite the 
publicity given to "million dollar 
producers" and salesmen's dreams 
of huge individual policies, the life 

One such survey, used by Blair 
to illustrate this point is the ex- 
ceedingly thorough "The Boston 
Market — a Media Audience Image 
Study" done in 1960 for station 

Commenting on the study (see 
box, p. 41) , Blair says, "The employ- 
ment status of the housewives, oc- 
cupation of the household head, 
ownership of stocks and bonds, the 
year model car owned, and families 
with children, speak for themselves 
as insurance potential. The insur- 
ance potential and the radio audi- 

Who buys life insurance?— a look at the market 

Income of insured 

% of policies 

under $3,000 








$10,000 & over 


Age of insured 

% of policies 

under 15 








45 and over 


Size of policy 

% of policies 

under $2,000 








$25,000 and over 

These figures, from a study by the Life Insurance Management Assn. (1959), highlight facts about the market for life insur- 
ance which are little realized by those outside the business. A preponderance of new life insurance policies (82%) are on 
individuals with incomes under $7,500. Furthermore, they are in lower age group brackets (73% under 35 years of age), 
and 79% of policies are under $10,000. Market figures like these raise questions about current insurance media strategy 

mas, believe that a vast new area of 
marketing opportunities can be 
opened up for life insurance com- 
panies through the creative use of 
spot radio. 

Radio spot at present is little 
used by life insurance advertisers. 
But in the opinion of Arthur H. 
McCoy, exec. v. p. John Blair, it is 
the one medium which meshes per- 
fectly with the specific marketing 
problems and needs of the industry. 

Blair, in the past year, has been 
developing presentations to major 
life insurance companies which il- 
lustrate and dramatize this point. 

The life insurance market. Ac- 
cording to studies made by the Life 
Insurance Agency Management 
Assn., the life insurance market 
can be defined in very specific 

insurance business is founded on 
the small policy holder. Of all poli- 
cies, 69% are under $10,000, 94% 
are under $25,000. 

The radio listening audience. 
As step one in demonstrating ra- 
dio's special value to life insurance 
advertisers, Blair points out how 
closely radio audience composition 
meshes with the life insurance mar- 

Radio reaches the lower income 
($3,OOO-$7,500) families which ac- 
count for the bulk of life insurance 
policy purchases. It is strong 
among the insurance-buying lower 
age groups. And survey after sur- 
vey shows other demographic char- 
acteristics that make the listeners 
faithful to radio the perfect 
"match" for the insurance poten- 

ence mesh perfectly." 

Creative radio spot. Obviously, 
however, radio's advantages to life 
insurance advertisers are not lim- 
ited to this market-media match- 

Blair executives, like other top 
radio marketing men, whose ideas 
are featured in this sponsor series, 
believe that spot radio offers adver- 
tisers unique creative opportunities 
which no other medium can 

In telling the spot radio story to 
life insurance companies Blair 
stresses both new creative radio 
buying techniques and new, crea- 
tive radio copy approaches. 

Among the creative ideas which 
Blair has developed for life insur- 
ance advertisers are the following: 

New images needed. Tradition- 


SPONSOR/ 1 October 1962 

ally life insurance advertising has 
reflected the "quality-trust-protec- 
tion" theme, which has been used 
to give a salesman a solid platform 
from which he can sell his com- 
pany's insurance. 

Blair questions, however, wheth- 
er this theme continues to be effec- 
tive in today's insurance marketing 

Says a Blair presentation, "we 
believe that the quality-trust-pro- 
tection image has been thoroughly 
accomplished and has become a 
"blanket effect" for the entire in- 

dustry. Most people, due to insur- 
ance advertising, insurance per- 
formance, and government regula- 
tion, accept the fact that the ma- 
jor insurance companies today are 
ol the highest < alibre." 

Let salesmen be heard. Blair 
suggests that the important differ- 
ence between insurance companies 
today are the people who sell the 
product — the insurance salesmen — 
and builds a strong case for letting 
salesmen be heard on radio as 
part of an intensive new program 
of localized advertising pressure. 

"The insurance company that 
fust creates and firmly establishes 
the friendly 'personality image' of 
its .salesmen as an important pari 

of its selling force will have gained 
a tremendous coup over the entire 
insurance industry. 

"This cou\> will be achieved not 

by commercial referral to the 
friendliness of the insurance com- 
pany's salesmen, as most insurance 
companies are now doing, . . . but 
having the public actually hear the 
voices of insurance salesmen — 
hearing for themselves theh wat mth 

Who listens to radio?— the life insurance market! 

A typical profile of station listeners (WHDH, Boston) 
Total family income Occupation of household head 

Less than $2,000 


$2,000 to $2,999 


$3,000 to $4,999 


$5,000 to $7,499 


$7,500 to $9,999 


$10,000 and Over 


Not reported 


Employment status of housewife 

Full Time 


Part Time 


Not Employed 


Professional & Tech. 


Exec. Prop. Manager 


Clerical & Sales 




Operators & Manual 


Service Worker 


Farmer, Farm Worker 


Police & Military 


Retired, Student & Unemployed 


Not Reported 


Stocks, bonds, securities 

Own Securities 




Year model of automobile 










1949 & Earlier 


Families with children 
under 12 years of age 

One Child 


Two Children 


Three or More 


No Young Children 


In demonstrating how radio's audience "meshes" with the marketing needs ol life insurance companies. John Blair & Co. uses 
the 'The Boston Market — A Media Audience Image Study,' done in I960. Figures above for station WHDH's audience 
composition can be projected to other stations and markets, says Blair. They show bulk of listening in the under $7,500 
income group (see opposite page) and mam demographic characteristics (employment status, occupation, ownership ol 
stocks and bonds, children in families), which make the listeners faithful to radio prime prospects for insurance' companies 



and sincerity. This approach will 
indelibly stamp the image of a com- 
pany's 'friendship' much deeper 
than that of any competitor." 

"Personalities network." To im- 
plement this concept Blair pro- 
poses that an insurance company 
embark on a "radio spectacular" 
plan, embracing a "network of lo- 
cal live personalities." 

As a start, such a network would 
embrace the 25 top radio markets. 
Blair, working with the Life Insur- 
ance Institute, estimates that 60% 
of the life insurance potential of 
the U. S. is located within the op- 
erating area of recommended sta- 

himself, the next 30 seconds to the 
insurance sell, and the final five 
seconds to the wrapup of the com- 
mercial by the salesman. 

Says Blair, commenting on a 
sample commercial prepared for a 
presentation, "such commercials are 
hard sell, in that they feature not 
only the 'quality-trust protection' 
story, but go one step further in 
highlighting with all the power of 
sound, the vital last link in the in- 
surance sale — the salesman. 

"The honor of having their voice 
represent the company should car- 
ry a great deal of prestige among 
salesmen. However from a dollar- 

Life insurance data by John Blair 

This article "Insurance: why radio can help" is No. 2 
in SPONSOR'S new major series dealing with the 
specific problems of specific industries and how 
they can be solved by creative spot radio market- 
ing and advertising. 

Data for each article is suppliad by a major radio 
represenative firm. Background mate, ial for this ar- 
ticb was researched by Jchn El3i r ; for the previous 
arti:h on ai lines (10 Sept.) by CBS RaiiD Spot 
Sahs; for the upcorring stcry on ajtos, by Katz. 

tions in these markets. 

Later the plan would be extend- 
ed to 25-50 additional markets. 

In each of the participating mar- 
kets four individual insurance 
salesmen per month would be se- 
lected (through intra - company 
sales competition) to take part in 
life insurance radio commercials. 

Each salesman would be featured 
for a full week in his own market. 

Commercial structure. Under 

Blair's "radio spectacular" plan, 
each of the company's one minute 
commercials would be in three 
parts — the first 25 seconds devoted 
to having the salesman introduce 

and-cents viewpoint, these salesmen 
would have an excellent vantage 
point from which to sell more in- 
surance. They receive valuable 
personal publicity, and in their 
personal selling can proudly refer 
to themselves as 'the voice of the 
company.' Result: more sales." 

Under the Blair proposal, each 
station would work closely with lo- 
cal insurance executives in cutting 
the commercials, and in the selec- 
tion of the men. 

Schedule plan. Blair's recom- 
mendation to an insurance com- 
pany sponsoring the "radio spec- 
tacular" program, calls for 36 one- 

minute announcements per week, 
scheduled Monday through Satur- 
day between 6 a.m. and 12 noon. 

On each of these six days, one 
commercial would be delivered in 
each of the six hourly time peri- 
ods, 6-7 a.m., 7-8 a.m., etc. 

The Blair schedule recommenda- 
tion is based on an analysis of the 
insurance market, and a recogni- 
tion of the need to reach both men 
and women. 

Though men buy the bulk of 
life insurance policies, insurance 
holdings by women have increased 
by more than 100% in the past 10 

This is due to a growing aware- 
ness of the economic values of in- 
surance among wives and mothers, 
and to the growing number of 
women in the work force. 

Blair proposes "family selling" 
for life insurance, both to interest 
women buyers, and to reach an im- 
portant "key" in insurance selling. 
Says Arthur McCoy, exec, v.p., 
"Too many times, sales are lost to 
young couples because the husband 
was sold but the wife wasn't. The 
woman's acceptance is a big factor 
in insurance selling." 

Impressions and repetition. 
Blair estimates that its radio spec- 
tacular proposal would deliver ap- 
proximately 35.0 unduplicated 
reach in each of their top mar- 
kets, and a total of 40 million gross 
home impressions. 

"Imagine," says the rep firm, 
what the impact of 40 million new 
insurance calls per week can do for 
a company's sales picture!" 

Moreover, Blair emphasizes to 
insurance prospects the value of 
frequency repetition, particularly 
in life insurance selling. 

Quoting from Advertising Psy- 
chology and Research by Lucas and 
Britt, they cite, "The surest way 
for an advertiser to maintain a 
competitive advantage is to repeat 
his messages so frequently that they 
are always fresh in the minds of 
consumers. Repetition of advertis- 
ing has advantages in memory 
other than through the increased 
chance of frequency. Repetition 
reinforces and strengthens the im- 
pression made on the audience. 
Each time an impression is re-estab- 


SPONSOR/ 1 October 1962 

Radio ideas for insurance companies 

Program to stimulate effec- 
tive use of radio by insurance 
companies was developed by 
John Blair & Co. Arthur H. 
McCoy, executive vice presi- 
dent of Blair, lists here the ma- 
jor insurance companies using 
radio today, and explains why 
these companies have just be- 
gun to scratch the surface in 
radio advertising. 

Radio's full impact yet to come 

Like other Blair Group Plans, this insurance proposal started with 
a creative triangle: 1. market research on the industry, 2. media 
proposal to accomplish what present media usage is not doing, 
and 3. copy platform. 

Our media plan ended up being aimed primarily at the man 
with some extra attention being given to the housewife, sufficient 
frequency to develop important sales results, use of local radio 
personalities who have built confidence over a number of years, 
and the direct tie-in with the local insurance salesman in each 

Some insurance companies have already begun to use radio. 
Within the past 12 months accounts like Metropolitan Life Insur- 
ance Co., Travelers, Equitable Life Assurance Society, John Han- 
cock Life Insurance Co., Nationwide Insurance Co., Great Ameri- 
can Insurance Co., and Continental Casualty Co., have used radio. 
With radio's unique ability to help insurance salesmen across the 
country get into more homes and complete more sales, it is in- 
evitable that these same insurance companies will be spending 
more and more of their advertising budgets in spot radio, and 
that other companies in the field who haven't yet begun to benefit 
from radio's specialized selling power will be doing so. 

Two pertinent articles appeared in the Wall Street Journal this 
week regarding the insurance business. One article mentioned 
the fact that life insurance sales so far in 1962 are running behind 
1961. This would indicate a real need for a fresh look at current 
copy and media approaches being used by all insurance adver- 
tisers. Secondly, an article in the Journal pointed out the fact 
that an insurance company in California is going to begin a test 
which involves selling life insurance in the supermarket. This not 
only indicates a new approach as far as point of sale is con- 
cerned, but points up the growing recognition of the importance 
of women in the sale of insurance. 

Our analysis of the insurance industry and their use of radio 
has indicated that to date that usage has been limited to the 
point where the full impact of what spot radio can do hasn't yet 
been fully realized by any single insurance company. 

Iished it tends to last longer." 

Insurance time lag. This Eactoi 
of repetition is one ol the built-in 
features of the Blair Radio Spec - 
tacular proposal, and in (lie opin- 
ion ol Arthui McCoy, is especially 
important to a life insurance ad- 

Says McCoy, "There is a definite 
time lag between the time the aver- 
age individual is subjected to life 
insurance advertising pressure from 
all life insurance ( ompanies and the 
time when he finally decides to 
make a life insurance purchase 
and choose the specific company he 
will buy his insurance from." 

"The repetition of 40 million 
sales calls per week will be a 
definite, positive, competitive ad- 
vantage in carrying the company's 
message over the insurance time 
lag. When the prospect ctec ides 
finally to make his life insurance 
purchase, the history of repeated 
sales calls will have firmly imbedded 
the company's name — as the na- 
tion's No. 1 buy — in his mind.'' 

In other words, the typical spot 
radio advantages of enormous 
reach and substantial frequency are 
fully as important in "time lag" 
purchases such as life insurance, 
as they are in "impulse purchases" 
in the food and drug fields. 

Local talent tie-in. In addition to 
the use of life insurance salesmen 
for delivering localized sales pitches 
in spot radio commercials, Blair al- 
so recommends tieing in local sta- 
tion personalities in insurance 

Pointing out that these personali- 
ties are the "backbone of today's 
community-minded radio," Blair 
sa\s. "their names are local house- 
hold words." They are well-known, 
respected, and looked up to. in 
their individual markets. Their 
implied endorsement of a life in- 
surance company will add Eurthei 
trust and confidence in the com- 
pany's insurance story." 

Insurance personalities. As part 
of the program to enlist station 
names in the life insurance "radio 
spectacular," Blair proposes that 
each of the personalities in the mar- 
kets used (approximately seven 
(Please turn tn page 57) 

SPONSOR 1 October 1962 




SPONSOR/ 1 October 1962 




With a fluid flexibility, RKO-General delivers the right 
audience, in the right places and in the right frame of 
mind for your specific message. Whatever your product 
or sales approach, RKO-General can build a made-to-order 
combination radio and TV audience in six of the top ten 
markets plus one of the South's richest areas. 

Want breadth? RKO-General blankets regions where 70 
million consumers live, work and buy. Want depth? RKO- 
General's imaginative and adult programming 
brackets the areas of affluence to reach the 
people most likely to reach for your product. 
Your message hits hard because it doesn't 
have to fight listener apathy. It goes 
straight to big-buy, big-wallet audiences that 
react fast in the RKO-General target markets. 

R K 


That's why RKO-General stations are basic to any national 
advertising buy. 

Facts, figures and effective results await you when you 
call your local RKO-General station or your RKO-General 
National Sales Division man. Call now . . . you'll be that 
much ahead. 

New York: Time & Life Building . . . LOngacre 4-8000 

Chicago: The Tribune Tower 644-2470 

Hollywood: 5515 Melrose HO 2-2133 

I San Francisco: 415 Bush St. . YUkon 2-9200 
Detroit: Guardian Bldg. . WOodward 1-7200 
Atlanta: 1182 W. Peachtree N.W., TR 5-9539 

■ AL Dallas: 2533 McKinney St Rl 2-5148 

i m Denver: 1150 Delaware St. . . . TAbor 5-7585 


NEW YORK wor am/fm/tv LOS ANGELES khj-am/fm/tv 

DETROIT cklw-am/fm/tv BOSTON ^StwSuQamm MEMPHIS whbq-am/tv 

SAN FRANCISCO kfrcam/fm WASHINGTON, D.C. wgmsam/fm 

P0NS0R 1 oct' ■* 1962 


Earth-moving equipment of all kinds for 
development projects is wanted by various 
ministries of the Indian Government and pri- 
vate enterprises. New Delhi, India 

(One off thousands of typical export opportunities for American businessmen) 

The United States Department of Commerce is ready and able 
to help you in many other ways: by finding overseas agents 
for your products, surveying your best potential markets, 
sponsoring trade missions and trade centers, and publishing 
a weekly magazine which lists hundreds of specific sales you 
can make overseas. 

To find out how you can get your share of world markets by 
exhibiting at a U.S. Trade Fair, contact the United States De- 
partment of Commerce — field offices in 35 major cities. Or 
write: Secretary Luther H. Hodges, United States De- ^? »^ 
partment of Commerce, Washington 25, D. C. You'll s ffc$ * 
get a prompt reply. '♦«».«•* 


Published as a public service in cooperation with The Advertising Council and the United States Department of Commerce. 

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. 

International Trade Fairs are among the many services spon- 
sored by the United States Department of Commerce to help 
businessmen take advantage of growing overseas markets. U.S. 
products exhibited at these trade shows have been seen — and 
bought — by more than 80 million people in 39 countries. 

Example: Almost a million dollars worth of earth-moving 
equipment was sold at a single U.S. Trade Fair — at New Delhi, 



SPONSOR/ 1 October 1962 


Media people: 
what they are doing 
and saying 

The latest word along Madison Avenue has it that "Ocky is avail- 
able." To those who labor in the New York timebuying arena, Ocky 
is Morse International's Octavia Dowrick. Ocky, who at one time 
worked for one of the larger Gotham rep firms, joined Morse Inter- 
national when she decided to take a (ling at the other side of the busi- 
ness. She left the agency a couple of weeks back and is now looking 
around for another timebuying job. 

Also on the availability list is Ogilvy, Benson & Mather's Bert Hopt. 
Bert, who bought for such accounts as Lucky Whip and Good Luck 
Margarine, hasn't quite made up his mind as to his next move. Right 
now he's "taking it easy." OBM, in the meantime, is mum on who's 
taking over Bert's accounts. 


Buyers learn advantages of Alabama "combination" buy 

Mart) Mills (standing, 1), Meeker Co. director of research and promotion, 
explains coverage of two Alabama markets. Others (1-r): Lucian Chimene, 
Harold Veltman, IWT; Hugh Smith, exec. v.p. WCOV-TV, Montgomery; 
F. E. Busby, exec. v.p. WTVY, Dothan; Doris Corrigan, timebuyer JWT 

The way Boston admen turned out to see ABG TV's new fall pro- 
graming unveiled during WNAG-TV's "Night of Stars" party last 
week, it looked like the SRO sign would be unveiled also. Among 
those spotted in the crowd: Ingalls' Harold Turin, K&E's Frank Wil- 
liams, Cabot's Joseph Wallace, Len Tarcher of Sackel- Jackson, 
BBDO's Richard Howe, Camden's M. A. Halpern, Sutherland-Abbott's 
John Spofford, Herbert W. Frank's Sidney Berenson, Harry and Bo 
Bernstein of Bo Bernstein, Providence, Hoag 8c Provandie's Tom 
Bowen, Lloyd's Stephen Burke, Chambers, Wiswell 8c Moore's Dick 
Brugman, Reach, McClinton 8c Humphrey's Damon Carter, Sacks 
Linda Freedman, Fuller 8c Smith 8c Ross' Earle Levine, Hicks, Greist 
k O'Brien's Esther McQueeney, and McCann-Erickson's Jack Lawlor. 

(Please turn to page 49) 
SPONSOR/ 1 October 1962 

"Congratulations on adding a 
wonderful world of information to 
the wonderful world of music. We 
love it." 

"Who would have thought that 
I would ever look forward to wak- 
ing up? Your new morning show 
is responsible." 

Letters like these — not to men- 
tion l-don't-know-how-many phone 
calls — are becoming routine 
around our WEZE offices. So may- 
be I'd better explain what we've 
done to our 6 to 9 format. No 
we haven't changed the Wonder- 
ful World of Music; we're still the 
New England station that plays 
only the world's favorite music 
and avoids rock 'n' roll and other 
hullabaloos. What we've actually 
done is punctuate our music with 
numerous service announce- 
ments, short bulletins on the 
news headlines, weather, traffic 
conditions and a little humor. 

WEZE's audience has always 
been an unusually responsive 
one, and the response to this 
"highlighting" of our morning 
program was immediate and en- 
thusiastic. And these listeners 
aren't merely paying attention to 
the music and the service an- 
nouncements, either; any of our 
advertisers would be happy to tell 
you that these people really listen 
to the commercials, too. That's 
one reason why we have more 
local advertisers than any other 
station — among the people who 
know the New England market 
firsthand, WEZE is considered to 
be the most profit-producing sta- 
tion to advertise on. 

Are you offering your clients 
the big, wide-awake WEZE audi- 
ence? Phone me at Liberty 2-1717 
in Boston if you'd like more 
details, or contact your nearest 
Robert E. Eastman representative. 




Arthur E. Haley 
General Manager 

Other Air Trails stations are: 

Springfield Louisville 


Columbus Dayton 









5:00-5:30 P.M. 

Superman 11 



5:30-6:00 P.M. 

Amos 'n' Andy 10 



6:00-6:15 P.M. 

Weather— News— Sports 9 



6:30-7:30 P.M. 

Adv. In Paradise 11 




SPONSOR/ 1 October 1962 



Reminiscing with former timebuyer Brute Houston who joined 
Eastman's New York sales staff two weeks ago revives the memory of a 
Chicago ad pro, the late Evelyn Vanderplough of Arthur Meyerhofl. 
Miss Vanderplough, as many in the business will recall, was killed in 
a plane crash three years ago en route to a Florida vacation. Bruce 
remembers that it was his friendship with the veteran media director 
that got him into timebuying, despite his leaning towards the selling 
end of the business. So, fresh out of college, Bruce joined Meyerhoff 
and for several years bought for such accounts as Wrigley. Two years 
ago, he switched to selling by joining Chicago's GHI-Perna. 

Boston admen toast ABC TV's fall programing 

Smiling viewers of ABC TV's new fall programing at WNAC-TV, Boston, 
"Night of Stars" (1-r): Jean Starke), media dir.. [ngalls; William Oranburg, 
v.p., Jerome O'Leary; Helen Horrigan, media dir.. Charles F. Hutchinson; 
Louise Doherty. media dir., Jerome O'Leary: Win. Rockett, a.e.. Hutchinson 

Agency-hopping dept.: Foote, Cone & Belding's Walter Reed, senior 
broadcast buyer on TWA, Savarin, and Angostora Bitters, moved to 
Gumbinner as broadcast media supervisor. John M. Wussow, formerly 
with Klau-Van Pietersom-Dunlap, Milwaukee, is now working out of 
Foot, Cone & Belding's Chicago broadcast media department; and 
Mary Meahan who bought for such accounts as International Latex 
and Quaker Oats at Lynn Baker, New York, has switched to Fuller &; 
Smith &: Ross, New York, to buy for the agencies newest account, 

Back in business after a 10-month, 11-day hitch with the reserves at 
Fort Eustis, Va., is Benton Sc Bowles' Jerry Walters. When the call 
i ante, Jerry was buying on Ivory Snow. He's now on Post cereals. 

Returned vacationers: Morse International's Orrin Christy; Benton 
|& Bowles' Bob Gorby; and Donahue & Coe's John Waschin. ^ 

SPONSOR 1 October 1962 



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

Regional Neivs D Sports D Weather 
Commentary Q Farm Reports 



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




Get Regional Saturation with local 

"Main Street Radio" coverage... 

Rep: T-N Spot Sales -rOB ^ cco 

N.Y., Chicago. f^J s vJ 

Atlanta, Raleigh radio NETWORK 

WSBT-TV Towers 
Over The 
South Bend 

With a new 10-4"' tower 
and a 8 0. watts. 
WSBT-TV is the most 
powerful station in Indi- 
ana and Michigan. We 
now serve an 8,000 sq. 
mile area centered bv the 
rich South Bend-Misha- 
I waka-Elkhart metro zone. 
Within this WSBT-TV 
' market are over 1,000,000 
residents! Bj rating (see 
any ARB i. plant and able 
personnel WSBT-TV 
towers over the South 
Bend market. Ciet all the 
facts before your ncxi 1 V 
buy in South Bend. 



Channel 22 

Paul H. Raymer, National Rtprestntativc 








"Nassau-Suffolk (Long Island) 
accounts for more Apparel 
Sales than 35 states and its 
S3 1/ 4 Billion Retail Sales out- 
ranks the following major 
metro markets: 




St. Louis 



Washington, D.C. 






San Francisco 

Kansas City 



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 


AM 1100 
FM 98 3 


ik uowe o 

PAUL CODOFSKY, Pres. Cen. Mgr. 
JOSEPH A. LENN, Exec. Vice-Pres. Sales 

REPRESENTED by Cill-Perna 



O'Brian out of shooting the town sheriff at the end of the show, but 
this almost seemed like an afterthought to justify the title of the 
series and the participation of the title character. 

Unless subsequent stanzas of this hour and a half saga of the 
sagebrush are sharpened up considerably and in many directions I 
believe it will have a rough time bucking Wagon Turn, CBS Re- 
ports and other opposition, and the participating sponsors of the 
show will find themselves pitching to considerably less an audience 
than the time slot and costs would seem to warrant, ft will have to 
Le a good prog, am to outdo, or even keep up with, the competition. 

And talking about participating sponsorship, I wonder what the 
recent studies of viewer recall and sponsor identification are indi- 
cating these days. The Virginian came on at 7:30 and an hour and 
ten minutes later, at 8:40, there were five spots in rapid succession: 
a house plug for the Hazel show; a telephone company plug: a pitch 
for Dino gasoline; a Bristol-Myers spot; and a final ad for Sociables 

Socially-minded sponsors? 

All reports following the telecast of "The Teen Age Smoker" indi- 
cate it was a very cold and objective look at the relationship between 
cigarette smoking and cancer, with particular emphasis on the 
younger people. Since CBS bills roughly $20,000,000 worth of to- 
bacco advertising on its network, the mere fact that the web would 
have the courage to telecast the program in the first place is note- 
worthy. I am indebted to Jack Gould, the New York Times able 
television editor, for the information that the show not only pulled 
together the many loose ends on the subject but dealt rather fully 
with the television commercials on cigarettes and the part they play 
in introducing young people in the United States to smoking. Jack 
also pointed out that the show revealed the significant fact that in 
England the cigarette manufacturers have agreed not to advertise 
on television before nine o'clock, a gesture toward reducing the num- 
ber of younger people exposed to their pitches, and at the same time 
keeping their spots in prime time. But since cigarette billings in 
the U. S. are so high, it is doubtful any such recommendation will be 
made to sponsors here. 

There is little doubt that some of the executives in some of the 
cigarette companies will protest the program. George Allen, presi- 
dent of the Tobacco Research Institute, has already made the charge 
that the show was a one-sided presentation against tobacco. But I 
believe a large number of them will not protest the CBS Reports 
documentary on their product. I believe that among many business- 
men, advertisers and agencies included, in virtually any line of en- 
deavor there is a new awareness of social responsibility. I think 
CBS believes this, and this accounts in large measure for its de- 
cision to run the program in spite of the multi-million dollars worth 
of billings they are presumably jeopardizing — the kind of courage 
highlighted by the Defenders abortion program, which, admirably, 
is becoming more frequent. 

The Paley-Stanton network hasn't been wrong too often in the 
past. If it had, it wouldn't be heading for the biggest profit in its 
history this very fiscal year. Maybe making profits in networking, 
cigarette manufacturing or advertising is becoming more and more 
compatible with social consciousness. ^ 


SPONSOR/ 1 October 1962 


(Continued from page 32) 

gional rep his home office can and 
will put him in his place; in turn 
this does not help the station. 

The trick here is to develop the 
food and drug brokers, wholesalers, 
retailers, and chain operators. 
WRGB, in Schenectady, N. Y., has, 
over the past four years, developed 
product distribution maps and lists 
for every food, drug, candy, petrol, 
appliance and supermarket prod- 
uct in their area. Each distribu- 
tion map is superimposed on the 
station coverage map and there is 
a separate map for each broker, 
wholesaler, and product. Conceived 
and implemented by Robert F. 
Reid, marketing manager for the 
General Electric stations, the dis- 
tribution by coverage area data has 
been an invaluable door opener 
for national business. 

The national advertiser will not 
hesitate to slap down his own em- 
ployee but he'll listen when a su- 
permarket or a broker suggests a 
station. This WMTW-TV, on Mt. 
Washington, New Hampshire, 
knew and developed, over a four- 
year period, into a 300% increase 
in national business. 

From the beginning this station 
had coverage in Maine, New 
Hampshire, and Vermont, had the 
83rd market, Portland, Me., in its 
pattern, and served a multiude of 
small communities separated by 
mountains that were a bugaboo for 
any national advertiser when it 
came to marketing and retail pro- 
motion. Portland was the ware- 
house center and the First Na- 
tional, A&P, Red & White and 
Rexall Drug chain regional head- 
quarters; and Portland got the 

By contacting the broker and 
wholesalers, the retailers and su- 
permarkets, Mt. Washington -TV 
built acceptance, sold the idea that 
they blanketed most of the super- 
markets and chainstores north of 
Boston, translated this into local 
and regional billing and (hen na- 
tional spot. First National Stores 
and then A&P bought the station, 
then the other chains followed suit. 
A year later HR&P and station 
manager Robert L. Mavnaid had 
the documentation for a presenta- 
tion that resulted in acceptance of 

WAVE-TV gives you 
28.8% more HOUSEWIVES 

—28.8% more viewers, minimum! 

Since Nov.-Dec, 1957, NSI Reports have never 
given WAVE -TV less than 28.8% more viewers 
than Station B in the average quarter-hour of 
any average week! 

And the superiority during those years has 
gone as high as 63.6% more viewers! 

More viewers = more impressions = more sales! 
Ask Katz for the complete story. 


The Katz Agency, National Representatives 

SPONSOR/ 1 October 1962 







Vv hen we show a prospective client 
jusi 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 ol 
them: Association of National Adver 
tisers — Advertising Federation of 
America — Bristol-Myers Co. — S. 
Hurok — Lord & Taylor — New York 
Philharmonic — Seeing Eye — Visit- 
ing Nurse Service of New York.) Why 
don't you call now and have our rep- 
resentative show you a few samples 
of our work? 


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

the area as the 54th market. 

The implied strength of a super- 
market, in this area, telling a na- 
tional advertiser that "We use only 
WMTW-TV" was only part of the 
impact. Because the station had 
cemented its local contacts they 
could get data to prove to a poten- 
tial advertiser what the station had 
done and could do. 

6. Promote the market. The 
lower on the list of ranking mar- 
kets the more a market needs over- 
all rather than competitive pro- 
motion. As more than one agency- 
man said: "The smaller the mar- 
ket the more everyone in that mar- 
ket wants national advertising. In- 
stead of fighting each other they 
might take a tip from a much 
greater market (Nashville where 
three tv stations started a joined 
promotion drive) and get together 
to boost the town or the area or the 
region. The trouble is the smaller 
they are the less likely they are to 
think big." 

Minor market tv management 
also faces another problem, one 
that has serious implications for 
all of video. In their drive for 
more revenue and higher profits 
few are thinking of tomorrow. 
Management pushes the station 
manager who pushes the sales man- 
ager who pushes the rep and the 

As fast as someone shows any 
ability to deliver dollars he is 
snapped up by a station in a high- 
er market. The smaller markets are 
running sales schools for the medi- 
um and major markets; and no one 
is getting a real grounding in the 
basics of advertising or television. 

fust as major league baseball 
today has expanded beyond the 
ability of its farm system to pro- 
vide the talent required, just so is 
television depleting its farm system 
by drafting its executives before 
they are truly ready. ^ 


(Continued from page 35) 

from every branch of the radio/tv 

All facets. Digges said IRTS "is 
one helluva organization!" He 
said it offered worthwhile things to 
"all facets of the industry" and like 
other officers of the society, he 
singled out such organization attri- 

butes as the Timebuying and Sell- 
ing Seminars, the Round Table 
luncheons, the Collegiate Broad- 
casters Conferences, the monthly 
Newsmaker luncheons, the Gold 
Medal Award Dinners and the 
Production Workshops which will 
be reactivated this semester. Nor 
is the social aspect of IRTS some- 
thing to be overlooked, said 

Since radio and television today 
are global matters, it was logical 
that the society change its name, 
Digges observed. "Television is 
global and most people in IRTS 
are involved in global aspects of 
tv," he noted. "Moreover, there is 
quite a community of foreign 
broadcasting officials, many from 
England, Australia, Japan and 
other lands stationed here — and 
these are logical candidates for 
membership in our organization." 
He pointed out that some 300 or 
more foreign broadcasters visit CBS 
alone every year and that many of 
these visitors attend IRTS func- 
tions as guests of network execu- 
tives. Digges also envisaged the 
day when IRTS would be far more 
active in other American cities as 
well as in key cities overseas. 

Real spark plug. As in many or- 
ganizations, there is always one in- 
dividual who must perforce tie all 
the strings together and perform 
the arduous leg work so necessary 
if an organization is to operate 
smoothly. In the case of IRTS it 
is Claude Barrere, its executive di- 
rector. This energetic figure, who 
has been with the organization vir- 
tually since its inception, said the 
objectives of the society have al- 
ways been very clear. "To serve 
all areas of broadcasting and allied 
fields," he told sponsor. He said 
that a perusal of the 25 or more 
diverse activities of IRTS will con- 
firm that essentially all of them 
satisfy this requirement. 

Serves industry. Members of the 
organization did indeed feel, be- 
fore the change in the name of 
the organization was made, that 
the elimination of the "vague yet 
confining word 'executive' would 
certainly broaden the membership 
base." Said an RTES board memo 
at the time it was proposed to 
change the name: "There is cur- 
rently no single umbrella society 
or grouping in our industry. This 


SPONSOR/1 October 1962 

vacuum will be filled and we come 
closest to it now (but) we should 
be in a position to expand." 

What all these noteworthy IRTS 
developments point up sharply, 
friends ol the society say, is that 
the membership is more deter- 
mined than ever to serve the in- 
dustry and its people. 

But, above all, as the IRTS 
credo puts it, "to promote and in- 
crease a sense ol responsibility 
among all who are engaged in com- 
munications that they may be 
worthy of the challenge of our 
times." ^ 


(Continued from page 38) 

cial time to show the full line of 
consumer products and emphasize 
special models; to provide strong 
merchandising support to the 
trade; and to attract recruits for 
Motorola's dealer lineup. 

Negotiations for the specials were 
finalized late in the summer. Mo- 
torola, started immediately to in- 
tegrate merchandising lor a hard 
push at the retail level. From the 
beginning, audience-building was 
of prime importance for best ex- 
ploitation of the specials. This 
was accomplished by newspaper 
ads on tv pages the day of each 
show; dealer window and in-store 
displays for each show; advertising 
to the trade, and bonus offers to 

Motorola's three-special series 
kicked off on 27 September, with 
the Carnegie Hall Salute to Jack 
Benny (CBS TV) , co-sponsored 
by Kitchens of Sara Lee. 

The merchandising leader on 
this show was a stereo receiver la- 
beled The Carnegie Hall Salute, 
priced at $299. The item was se- 
lected, says Farris, because Motoro- 
la believed that a higher priced 
model would be in keeping with 
the show's tone and the cast of 
classical music artists. Within a 
90-second commercial — the theme 
ol which was "concert hall per- 
formance" and featured Isaac Stern 
— the price was flashed just once. 

On this first show, Motorola in- 
troduced a two-minute corporate 
commercial. A high-level institu- 
tional, it depicted Motorola's his- 
tory, beginning with a painting ol 
founder Paul Calvin thinking 

"What if cars had radios?" It re- 
flected on Motorola's electronic 
contributions during World War 
II; established the importance ol 
Motorola communications equip- 
ment in civil protection by police 
and fire departments; showed the 
recent space program participation 
by Motorola; the company's new 
ideas in stereo-hi fi, all-transistei 
portables, tv receivers built into 
Drexel-styled cabinets; and winds 
up on a things-to-come theme, 
stressing Motorola's new slogan 
used widely both in print and tv, 

"The new leadei in the lively arl 

ol dec ironic s." 

Award winner. The commercial 

won for Motorola the Hermes Cold 
Itoph\ Award ol the Chicago Fed- 
erated Advertising Club last spring 
— an award based on composition 
and technique, ability ol the adver- 
tising to create sales. 

Motorola's next offering, on 2!) 
October, was the second hour of 
the two-hour drama, Power and 
the Glory (NBC TV), with Breck 
co-sponsoring. Motorola used this 
show as a vehicle to emphasize the 

Ivan Tymoff, of Moscow Agencygrad. didn't make the Tricorn Club 

Maybe you shouldn't blame Ivan. After all, some U.S.A. time buyers still don't 
realize the No. 1 North Carolina market in population, households and retail sales 
is that filthy rich "tricorn" of Winston-Salem, Greensboro and High Point. Ivan 
had better know it's way up there in capitalists, communes and collective spend- 
ing—or he'll really look bad to the membership committee of the Tricorn Club. 
Now surely you don't want to be an Ivan in your agencygrad. You won't be if you 
just remember those facts ... and order some time on WSJS-TV to boot. We like 
to get paid in dollars — but we'll accept rubles if you believe in Uncle Sam, salute 
the WSJS-TV tower, and swear allegiance to the Tricorn Club. . „ . . 

° source U S Census 



Represented by Peters, Griffin, Woodward, Inc. 

SPONSOR 1 October 1962 

upper end of its consumer prod- 
ucts line. There was a six-minute 
total of commercial time. The 
"What If?" documentary was re- 
peated, and two 90-second pitches 
— one stressing the reliability of 
Motorola consumer products and 
how they are constructed to mini- 
mize service calls. The other dealt 
with Drexel cabinet craftsmanship, 
along with Motorola technical 
know-how, and showed the full 
line of tv and stereo models. In a 
one-minute commercial Motorola 
plugged its latest all-transistor car 
radios. It was apparent that al- 
though Motorola has come a long 
way since the days when road signs 
spread the word of its car radios, 
the company was not forgetting its 
30-year leadership in this field. 

Sponsorship of The Power and 
the Glory — dealing with an ethical 
controversy — brought both bouqets 
and brickbats from the public, Far- 
ris reports. 

On 1 1 December, Motorola pre- 
sented its tour de force — The Bing 
Crosby Christmas Special (ABC 
TV) , splitting the tab with Timex. 
This was the blockbuster to hypo 

Christmas sales, and in the three- 
Motorola's promotion and mer- 
chandising efforts had gained mo- 
month span since the first special, 
mentum, but were now accelerated. 
In audience-building, for instance, 
in addition to tv page newspaper 
ads, ads ran in Tv Guide. News- 
paper ads were run, too, on the 
day after this special. 

A tv receiver was designed espe- 
cially for the occasion, tagged The 
Bing Crosby Christmas Special. It 
featured a four-function remote 
control unit and was priced at $229 
competing with prices of portables. 
Enhancing the deal was a free roll- 
about cart, a $19.95 value, in- 
cluded with purchase. 

Dealer windows featured the 
Christmas motif, with a head of 
Crosby wearing a Santa hat. Win- 
dow banners read, "Merry Christ- 
mas from Bing and Motorola." 

Motorola used the Christmas 
Special to show every item in its 
line as gift suggestions — from tran- 
sistor and clock radios, portable tv 
receivers, and portable stereos to 
high-styled cabinet models and 
consoles. But the major push was 

for The Bing Crosby Christmas 
Special — and in this commercial, 
which featured a comic Santa dem- 
onstrating the model, its price was 
flashed twice, as opposed to the one 
time flash for The Carnegie Hall 
Salute model on the first show. 

An informal telephone survey 
conducted by Motorola in 50 cities 
prior to the beginning of the tv 
campaign indicated a serious lack 
of consumer awareness on brand 
name. A similar survey conducted 
following the Crosby Special 
showed a noticeable difference in 
response, according to Farris. He 
believes that the specials played a 
significant role in up-grading the 
Motorola brand name. 

At sponsor press time, nothing 
had appeared on the horizon com- 
parable to what they had last year, 
according to Farris, who maintains 
that Motorola is seeking something 
really spectacular. The Telstar de- 
but, he maintains, would have 
been an outstanding opportunity 
for an advertiser to gain real 
prominence — but it happened too 
fast, he says, and there was no ad- 
vance notice of the event. ^ 

~^«_. ~ *+.— *.,—*. KANSAS 






70,000 retail establishments 
with total sales of 
11 billion dollars 
Jackson is halfway 
between Dallas-Atlanta 
and New Orleans-Memphis. 







SPONSOR/ 1 October 1962 


What's happening 
in U.S. Government 
that affects sponsors, 
i npTnoro 100 / «_ "" agencies, stations 

1 OCTOBER 1962/ c*w-ight ib«2 

E. William Henry, almost unknown in Washington, ran into no opposition 
whatever to his appointment as an FCC commissioner: His Senate subcommittee 
confirmation hearing was perfunctory. 

It took less than half an hour, despite the importance of the job he will be expected to 
assume. He was expected to take his seat on the FCC today, 1 October. 

Henry had obviously been advised not to rock any boats, the less said the better. He had 
no prepared statement for his hearings, answered questions as briefly as possible, and some- 
times permitted his questioners to answer for themselves — as they frequently did. 

Nevertheless, Henry managed to create a strong impression. It was very much in the 
Minow mould — that of a young and ambitious man who does not believe that the best 
regulation is the least regulation. 

Only two Senators showed up to question Henry, Strom Thurmond (D., S.C.) and Ralph 
Yarborough (D., Tex.). 

Subcommittee counsel Nick Zapple, probably for this reason, engaged in the 
rare act of questioning on his own. Lack of Republican probing may have prevent- 
ed the drawing of a clear picture of Henry as a member of the FCC. 

Most of the questioning expressed worry lest Henry fail to be tough enough on the pet 
peeves of the questioners. It might have been possible to achieve a more rounded picture, if 
there had been questioning from the angle of whether Henry might regulate too 

Even failing this balanced questioning, and also taking into account the fact that impres- 
sions at such hearings can be deceptive, it still seemed quite likely that Henry will resemble 
Minow not only in youth, ambition, and perhaps even in headline speeches, but 
also in regulatory zeal. 

Although few questions were asked, it seemed that Henry threatened often to consider 
station performance, commercialization or overcommercialization, sex and violence, etc., at li- 
cense renewal time. He also conceded he knows little about the fields he will have to regulate, 
but it was obvious that he has been studying. And that his mentors have been from the 
Newton Minow-Kenneth Cox ranks, rather than from among those who oppose that view- 

In brief, it seems rather definite that Minow has gained a vote. This, in turn, 
makes necessary another look at the rollcall of votes. Minow has complained that 
he often lacks the votes to carry his ideas within the FCC. It would seem this will 
be true only seldom after Henry begins voting. 

While commissioners in the past have defied labelling — current commissioners who will 
often keep you in doubt until the voting is actually over are Ford and Lee — Henry appears 
to share many of Minow's ideas. Add Bartley on most votes, and you can count on either Ford 
or Lee to back Minow most of the time. This would mean that Minow will probably win 
4-3 on matters he has been losing by that count and even by 5-2. 

Of course Bartley is himself often unpredictable, so along with the difficulty of placing 
Ford and Lee definitely in advance on any question and the still potent possibility that Henry 
may surprise, anything at this stage must involve considerable speculation. However, at the 
minimum Minow's hand has been strengthened. 

Depending on how much the Henry vote will strengthen Minow, it may be possible at last 
to learn how Minow will actually go if he can command the necessary majority. 

0NS0R/1 OCTOBER 1962 55 



1 OCTOBER 1962 / Copyright 1962 

A round-up of 

trade talk, trends and 

tips for admen 


Joe Culligan, now chief of the Curtis publishing spread, doesn't seem to be 
practicing what he used to preach about the potency of radio as a sales force and 
in the area of imagery transfer. 

The Saturday Evening Post hasn't used the medium on anything approximate to a reg- 
ular hasis since April. 

The SEP's only current relation to radio is some testing of local strength as 
compared to newspapers and tv. Not so long ago it was a regular on CBS. 

It's hard to believe that the great P&G would have trouble getting tv network 
acceptance for one of its products, but it's happened. 

The instance: a paper diaper called Pampers. 

The verbotten sign has gone up at NBC TV because the Pampers copy refers to 
the diaper as "flushable." 

P&G has been testing the same copy and product on tv in Peoria. 

Considering its topbrow appeal and its two-hour length, the Lincoln Center 
Opening Night special on CBS TV last Sunday night chalked up an extraordinary 
percentage of station clearances. 

A total of 182 stations took the event, while only 12 turned it down, the largest 
market of these being Austin. 

The Arbitron and Nielsen overnights on the telecast were quite disparate. Ar- 
bitron gave it an average tune-in of 28 with the NBC TV and ABC TV flagships run- 
ning behind by 17.2 and 14.6, respectively, whereas Nielson scored Lincoln Center, 22.6, 
the NBC TV parallel strip, 24 and ABC TV, 18.9. 

Reports have it that Interpublic will really be in a position to go public after 
its London-based agency, Pritchard, Wood & Partners, Ltd., ensconces itself with 
ample American tentacles. 

P-W-P is established in New York and San Francisco via its acquisition of Victor 
Bennett, having had offices already in Paris, Hamburg, Sydney and Sao Paulo. 

The expansion of P-W-P will, as the story goes, rivet Interpublic's status as an 
international communications holding company, with the empire embracing three 
American-based agencies, two international agency operations and a raft of affiliated 
Interpublic services. 

NBC TV's sales department found out that when the news department says no 
it means no and that the thumbdown even applies to the sponsor. 

The central figure of this joust of wills was a member of Lorillard's top brass who 
was bent on witnessing one of the America's Cup races from the news depart- 
ment's boat covering the event. 

Lorillard had bought half sponsorship of the contest's tapes, but news held that the 
boat was for the working staff only. And that's the way it stood despite multiple coun- 
terarguments and attempts at intramural stringpulling. 

Prominent among topics of Madison Avenue luncheon table chatter last week: 

1 ) J WT's breaking of tradition when it agreed to bring over members of the Listerine 
account group as part of the transfer from Lambert & Feasley. 

2) The derogatory reviews of the new network tv shows are quite out of harmony 
with the good ratings most of them have been getting. 



(Continued from page 43) 

per station) be given a sales pitch 
by a local insurance representative 
lor a $10,000 five year term lile 
insiiiance policy. 

(The cost of insuring 175 per- 
sonalities in the top 25 markets is 
estimated at $15,000.) 

Advantages to the life insurance 
company, says Blair, are these: 

1. The personality will com- 
pletely understand the company's 
story, service features, and back- 
ground. His enthusiasm will be 
reflected in the greater conviction 
he can give the on-the-air lead-ins 
and lead-outs to the commercial. 

2. The personality, in introduc- 
ing the insurance salesman, can 
now give personal endorsement to 
the listening public — "I myself am 
insured by his company." 

3. The insurance salesman, in 

Hm. iking his on-the-air pitch, can 
refer to the fact that all the ac- 
cepted personalities on the station 
ha\e the insurance protection he is 

Special "motivation" aid. In ad- 
dition to the insuring of personali- 
ties device, Blair also recommends 
another creative spot radio tech- 
nique — the "motivation" story 

Under the Blair "radio spectacu- 
lar" plan, each of the station per- 
sonalities will cut a record outlin- 
ing a single motivating story about 
life insurance — what happened to 
a family in a particular situation 
I which did not have insurance pro- 
tection when tragedy struck. 

Blair recommends that the rec- 
ords of these "motivation stories" 
J be cut at each local station with the 
i insurance company providing the 
|!copy material and the local district 
office bearing the cost. The in- 
1 surance salesman would take with 
him on at-home calls, the record 
j which best fitted the particular 
|. prospect he was trying to sell. 

Such a technique, of course, 

e brings spot radio's sales power in 

tt the point of sale — to the pros- 

►ect's own living room. 

Summary of recommendations. 

Radio story for insurance adver- 
ts isers can be learned from the fol- 
je owing Blair summary of one typi- 

j al insurance pitch. 
nV 1. Perfect meshing of potential. 
jITie radio potential delivered b\ 

the plan meshes perfectly the in- 
surance potential your company is 
trying to rea< h. 

2. Family scheduling. Announce- 
ments are scheduled to reach the 
highest proportion of men without 
neglecting the ability to be able 
to convince their wives of the im- 
portance of life insurance. 

3. 40.0 Reach. Your company 
will achieve a truly spectacular rat- 
ing in each operating market. 

4. 40 million calls weekly. Each 
call is made by one of your own 

5. Value in repetition. Frequent 
delivery of your company's sales 
message guards against memory 
loss, and is particularly important 
in dealing with the "time lag" in 
insurance selling. 

6. Giant image. Such a schedule 
is bound to create an image of your 
company as the biggest name in 
life insurance. 

7. Degree of difference. By using 
actual voices of your own salesmen 
on the air to create a feeling of 
warmth, sincerity and friendliness, 
you will score a coup over all com- 

H. Ease of access. The introduc- 
tion oi salesmen on the ah will 
enable youi men to jump that most 
important sales obstacle— getting 
ovei the threshold and into the 
home. When youi man calls, his 
image <>l friendship and sincerit) 
has preceded him. 

9. Sales enthusiasm. The spol 
"radio spectacular" plan is bound 
to generate enthusiasm and healthy 
rivalry among the men in your dis- 
trict offices, as they compete for the 
position of on-the-air spokesmen. 

10. Personality insurance. The 
device of insuring station personali- 
ties will provide great sales am- 
munition for your company's sales- 
men, and add stature to your com- 

11. In-home sales aid. Records 
of "motivation stories," cut by local 
radio personalities, will add power 
to the in-home selling of your own 

12. A franchise buy. In adopting 
the "radio spectacular" plan you 
will be creating a franchise buy for 
your company that no other com- 
petitor can approach. ^ 

Responsible-Mature-Resultful Radio in Dayton, Ohio 

980 KC 


Mature Programming 

Mature News 

Mature Promotion 









P0NS0R/1 October 1962 





Boys night out 

Marty Ingels and John Astin, stars of 
ABC TV's "I'm Dickens . . . He's Fen- 
ster," flank Janice Hall, WNAC-TV, 
Boston, weather girl, at season launch 

Miss Award Movie 

Gloria Bartl made the rounds of De- 
troit newspapers to fete editors with 
popcorn announcing kick-off of WXYZ- 
TV post-'48 Screen Gems' features 

Agencies flock to Luau on the Lurline 

KABC-TV, San Francisco, rented the luxury liner to entertain clients and agencies 
in style. Among the 250 attending, 1-r: Dick Beesmyer, ABC Spot Sales, L.A.; 
Nancy Cummings, Y&R, S.F.; Ray Jones, Y&R, N.Y.; Dick Atchison, stn. acct. exec. 

Media strategy got a verbal going 
over by R. M. Budd, Campbell 
Soup director of advertising, speak- 
ing to the National Industrial Con- 
ference Board on media evaluation. 

Budd heralded the progress 
made in the areas of linear pro- 
graming, total audience surveys, 
demographic breakdowns of media 
audience and in many other areas 
of the quantitative aspects of me- 
dia evaluation. 

The future requires, however, 
much more in the way of qualita- 
tive analysis of media, he said. In 
tv, information is needed on spon- 
sored program versus participating 
minute, dramatic program versus 
family situation comedy, etc. 

Sidelight: Campbell has gone on 
a daytime network tv splurge as a 
result of a computer-processed 
study made by BBDO on media 
evaluation for the account. 

To reflect the importance of the 
Midas operation, International 
Parts Corp. has changed its corpo- 
rate name to Midas-International 

Midas, one of the three major 
divisions of the company, is the 
franchising organization for a 
chain of nearly 400 muffler shops 
and nine brake shops through the 
U. S. and Canada. 

The other two divisions are In- 
ternational Parts, auto parts dis- 
tributor, and Powell, which dis- 
tributes mufflers and related ex- 
haust parts through automotive 
wholesalers and warehouse distrib- 

Financial report: Hunt Foods and 
Industries reported net earnings 
for the fiscal year ended 30 June of j 
$13,664,000 from sales of $372,- 1 
000,000 compared with 1961 earn- 
ings of $13,083,000 from sales of, 
$324,000,000. The total for 1962 1 
included $26,000,000 in W. P. Ful- 
ler sales. Hunt acquired Fuller last 

Kudos: R. Parker Long, trade pro- 
motion manager for Quaker Oats' 
Ken-L-Products division, has been 
elected chairman of the Pet Food 


SPONSOR/ 1 October 1962 


F. Schroder, advertising and mar- 
keting, Val B. Diehl, international 
■Derations and assistant to the pres- 
ident, and Robert M. Schaeberle, 

assistant to the president, to vice 
presidents at National Biscuit. 


The purchase of Klau-Van Pieter- 
som-Dunlap by publicly-held Po- 
laris Corp. (17 September SPON- 
SOR) has created epiite a furor in 
the industry and elicited answering 
comments from agency president 
George J. Callos. 

Accusing the sceptics of being at 
least 20 years behind the times, 
Callos insisted that the agency will 
not lose its independence as a re- 
sult of the new ownership. He 
pointed to specific advantages of 
the new operation: 

• private ownership is more apt 
to drain funds to meet pressing 
personal needs than a publicly-held 
corporation, where there is no such 

• the Polaris purchase provides 
the agency with substantial capital, 
a large scale computer system with 
35 programing and systems special- 
ists in applications such as market 

With the acquisition of the $5-mil- 
lion Listerine and Pro-phv-lac-tic 
Brush Company accounts, J. Wal- 
ter Thompson let it be known that 
a number of Lambert & Feasley 
>ersonnel will be joining JWT. 

L&F people expressing a desire 
to join JWT were interviewed and 
selected for assignments to various 
!(WT accounts. 

Portland's newest advertising agen 
py, Griffis Smith Associates, has 
ust opened up shop at 1010 SW 
1 4th Avenue 

Heading up the new office 
reorge P. Griffis, formerly 
•resident and manager of the P;i 
ific National Advertising Agency. 
Also resigning from Pacific Na- 
ional and joining Griffis Smith 
re Don E. Smith, who also for- 
nix managed the agency's offices 
Spokane and Lewiston, Ida., and 
esley R. Miller. 

Hammer joins the sales team 

Leonard Hammer (e). Seven Arts ysociated's new directoi ol station representa- 
tive sales, is welcomed aboard by Donald Klauber (1), vice president and national 
sales manager, and Robert Rich, vice president and general sales manager 

Spreading closed-circuit cheer 

In town to launch the "Mickey Mouse 
Club" on WRC-TV, Washington, D.C., 
Mickey, Donald Duck and Clarence 
Nash, entertained at Alexandria Hosp. 

Milky's Party Time 

John Stewart, Twin Pines Farm Dairy 
pics., signs for IL'th year ol IT show 
on WWJ-TV, Detroit. Seated: Louis II. 
Luckofl (1). agency pres.; sin. mgr. 
Frank Sisson. Standing: Alan LnrkofT 
(1), bdest. tlii . ; Leonard Guion, stn. rep 

Signs for new national sales rep 

WSLS-TV, Roanoke, v.p. and gen. mgr. Horace Fitzpatrick inks in contract ap 
pointing Katz as national sales rep. Ed Codel, Kate v.p., and Cih rrevilian, 

sin. national sales mgr.. look on. Appointment takes ellcct today, I Octobei 

P0NS0R/1 OCTOBER 1962 


Appointments: A-Drive Auto Leas- 
ing Systems to Metlis & Lebow for 
newspaper and radio . . . Eldon 
Industries to Wade Advertising, 
Los Angeles . . . Standard Oil of 
California ($500,000), institutional, 
from BBDO to D-F-S, San Fran- 
cisco. BBDO retains the product 
and service portions of the account 
. . . Carte Blanche of Los Angeles 
to Leo Burnett, Chicago, from 
Grey . . . Listerine ($5 million) to 
JWT from Lambert & Feasley . . . 
Heritage House Products to Wer- 
men & Schorr . . . U. S. Industries' 
new Consumer Products Corp., 
Niagara Falls, to Roche, Rickerd 
& Cleary . . . The Ansa Fone Corp. 
of Inglewood, to Hunter/Willhite 
Advertising . . . Florists' Telegraph 
Delivery Assn. ($2 million) to 
Campbell-Ewald. The account us- 
ually buys network tv as partici- 
pant in the Tournament of Roses 

Top brass: John L. Southard to 

senior vice president and manage- 
ment account supervisor on the 
Colgate-Palmolive account at Len- 
nen Sc Newell, from Papert, Koe- 
nig, Lois . . . T. L. Stromberger to 
the newly-created post of western 
region senior vice president at 
Fuller 8c Smith Sc Ross. 

New v.p.'s: Fred C. Walker at Hen- 

derson-Ayer Sc Gillett Advertising, 
Charlotte . . . Robert N. Harris at 
North Advertising, Chicago . . . 
Roy F. Segur, director of research, 
at Lawrence C. Gumbinner. 

ert Kowalski to associate director 
of Young Sc Rubicam's media rela- 
tions and planning department 
. . . Charles W. Liotta to the com- 
mercial production department of 
N. Y. Ayer . . . William D. Buckley 
to program coordinator and assist- 
ant to Walter Tibbals, vice presi- 
dent-broadcast operations, Norman, 
Craig Sc Kummel . . . Dave Morse 
to account executive at Sullivan, 
Stauffer, Colwell Sc Bayles . . . 
Richard H. Seeler to the media de- 
partment of Knox Reeves, Minne- 

Retirement: Howard G. Rose, 

N. W. Ayer vice president, retired 
this month after almost 35 years 
with the agency. 


The NAB has formally registered 
industry objections to FCC's pro- 
posal on public inspection of net- 
work-affiliate contracts. 

In asking that the commission 
withdraw the proposal, the NAB 
said present rules on public dis- 
closure are adequate to protect the 
public interest, with the proposed 
revision aiding only competitors. 

The West Virginia Broadcasters 
Assn. elected new officers at their 
annual fall meeting. 

Elected for a second term were: 
Mel Burka, WTIP, Charleston, 
president; A. G. Ferrise, WMMN, 
Fairmont, vice president; Don 
Hays, WKAZ, Charleston, secretary- 

Tv Stations 

Whereas most tv stations post a red 
flag on the subject of non-inte- 
grated piggyback commercials, it 
would seem that the gentler form 
of the commercial phenomenon 
has station sanction. 

Such was the opinion passed on 
to the NAB and the 4A's by the 
SRA, which got a 46% response 
from stations (covering 78% of all 
tv homes) to 509 letters on the sub- 

Some of the fine points: 

• 72% disapproved of announce- 
ments shared by two different 
manufacturers, even if logically re- 
lated and smoothly bridged. 

• 52% approved piggybacks from 
the same manufacturer advertising 
two products. 

• 87% of the above stipulated 
that the commercial's products 
must be integrated to give the ap- 
pearance of one continuous an- 

• 55% stated the present NAB 
Code is too lenient on the subject 
of piggybacks, 43% said the Code 
is fair and 2% said it is too restric- 
tive. ^ 

Cosmetics and toiletries, drugs, 
confections and soft drinks paced 
overall network and spot tv billing 
growth of $11 million in the first 
half of this year over the six month 
period a year ago, TvB reported. 
Gross time billings, network and 
spot, for cosmetic and toiletry ad- 

vertisers were $88,882,590 in the 
first half of 1962 against $70,904,- 
277 last year. Billings for drug 
products in 1962 were $73,405,670 
against $62,011,358 in 1961, while 
billings for confection and soft 
drink advertising were $42,453,245 
compared with $31,362,933 last 

TvB has set up some awards in the 
hope of stimulating more aggres- 
sive selling on the local level. 

Awards will be given for the best 
station-market presentations (dead- 
line for entries is 31 October) and 
for the most outstanding salesman 
(competition closes 31 January). 

Sports notes: KDKA-TV, Pitts- 
burgh, will carry at least eight 
away-from-home Pittsburgh Hor- 
nets ice hockey games during the 
coming season . . . The National 
Brewing Co. of Baltimore, which 
has sponsored "Strikes 'n Spares" 
for five consecutive years on 
WBAL-TV has just signed a new 
two-year contract for continued 
sponsorship of the live bowling 

New franchises: WTTV, Indian- 
apolis, and KLRJ-TV, Las Vegas, 
have become the 12th and 13th 
stations to sign franchise agree- 
ments to undertake the Commu- 
nity Club Awards merchandising 
plan this fall. 

Blumberg to business manager of 
WNEW-TV, New York . . . E. 
Robert Nashick to manager of ad- 
vertising and sales promotion forj 
KPIX, San Francisco, replacing 
Robert L. Smith who has retired 
. . . Peggy Stoops to traffic man- 
ager of WCHS-TV, Charleston, W.I 
Va. . . . John E. Hinkle, Jr. to 
business manager of WTAE, Pitts- 
burgh . . . Richard A. Feleppa to 
coordinator of sales service for 
WOR TV, New York. 

Kudos: Jack Fern, news director ofj 
KDKA-TV, Pittsburgh, has been 
named vice president of the Penn- 
sylvania News Broadcasters Assn. 
. . . Douglas L. Manship, president 
and general manager of WBRZ 
TV, has been elected president o! 
the Baton Rouge Chamber ol 
Commerce for the coming year . . 


SPONSOR/ 1 October 1965 

F. Van Konyenburg, executive 
vice president and general man- 
ager of WCCO-TY and radio, 
Minneapolis-St. Paul, was recipient 
of the Gold Knob award from the 
Minneapolis Downtown Council 
for his company's policy of em- 
ploying women in vital jobs. 


Jerrold Electronics is marketing a 
new line of wide-band microwave 
equipment for the 12 kmc frequen- 
( \ band recently allocated by the 
FCC for private industrial and 
commercial users. 

The equipment was designed for 
the rapidly growing applications 
for microwave in the field of closed 
circuit video systems, message com- 
munications and control. The mosl 
immediate application is the com 
munity antenna system industry 
where the stability of microwave 
transmission is highly desirable for 
carrying tv signals over long dis- 

New products: Kahn Research Lab- 
oratories, Freeport, L. I., N. Y., has 
developed Echoplex, a new time 
diversity system for transmission of 
speech over rapidly fading radio 
channels. Two or more time 
spaced signals can be sent and re- 
ceived without added channel 

Off the press: EIA's reference on 
the U. S. electronics industry, pub- 
lished by the association's market- 
ing services department is in a new 
and colorful magazine-size format. 
Copies of the yearbook may be ob- 
tained at $2 each from the EI A. 
1721 DeSales St., N. W., Washing- 
ton 6, D. C. 


Berkley Davis, vice president and 
general manager of GE's electronic 

omponents division, has been 
named chairman of the EIA Or- 
ganization Planning Committee 
lor 1962-63 . . . Frank Whitten, 
manager of the electronic products 
lervice division of Philco and Wil- 

iam F. Rueger, vice president, gen- 
eral counsel and secretary of Syl- 

ania Electric Products, to chair 

len of EIA's Service and Law Com- 


P0NS0R/1 OCTOBER 1962 


Kudos: WFMT, Chicago's Studs 
Terkle, won the Prix Italia lor his 
opus "Born to Live," a composite 
of interviews, narration and music 
expressing the hope of man to 
keep his dignity in an atomic age. 
The show was aire don the station 
6 July. 

Here & there: WTIC (FM), Hart- 
ford, will begin broadcasting musi- 
cal programs in stereo on 14 Oc- 

man Maxwell to the new post of 
sales manager of WTFM, New 
York . . . Lee S. Abbott to sales 
manager of KRAV, Tulsa, new 
stereo fm station scheduled to be- 
gin broadcasting in November . . . 
Gene LaBrie to vice president of 
the Concert Network. 

Radio Stations 

Ten major showings of its newest 
sales presentation are planned by 
WOWO, Ft. Wayne, before the 
end of this month. 

Cities included are Indianapolis. 
Muncie, Milwaukee, Chicago, Kan- 
sas City, St. Louis, Detroit, Toledo, 
Lima and New York. 

The presentation sets out the 
facts of the 15th radio market in 
a showmanship manner, using 
color slides, music, pi-charts and 
the voices of the station's an- 
nouncers to give the sales pitch. 

Ideas at work: 

• WSB, Atlanta, took advantage 
of last month's elections for a lis- 
tener poll of its own. The station's 
afternoon show "Family Fair" 
asked listeners for unusual elec- 
tion bets made on the governor- 
ship race. 

• Another Nebraska State Fair 
caravan trip sponsored by WJAG, 
Norfolk, was a complete success. 
Some 382 Nebraskans went to the 
Fair on busses run by the station. 

• WCKR, Miami, and the local 
Pepsi Cola Bottlers promised Dade 
County drivers that if there were 
no fatalities due to traffic accidents 
over the Labor Day holiday, they 
would give away free Pepsi's to 
everyone. Alter an accident-free 
weekend, safety wagons were sei 

up at three shopping centers and 
complete on the- air promotion and 

lull page newspaper ads invited all 
Dade Count\ residents to partake. 
Over 100,000 free chinks were 
given out. 

• KXOL, Ft. Worth, had a turn- 
out of more than 1,500 listeners 
in the back-to-school promotion it 
ran for the three local Kinney 
shoe stores. That many came to 
sign entry blanks in the selection 
ol a Cinderella and Prince Charm- 
ing for each store. 

The Spanish Language Network 
will meet 5-7 October in Dallas. 

On the agenda: nation-wide pro- 
graming and sales promotion. 

President of the network is John 
K. Redfield, KIFX, Phoenix. 

Sports notes: The complete 1962 
football schedule of Notre Dame 
U. will be offered by WLS, Chi- 
cago, under sponsorship of Ap- 
pollo Savings Sc Loan Assn. . . . 
Phillips Petroleum has signed for 
the Boston College football games 
on WEEI . . . WIP, Philadelphia, 
will broadcast Princeton football 
games for the fifth consecutive sea- 
son. Lincoln-Mercury Dealers will 
sponsor . . . KRUX, Phoenix, has 
the Arizona State University foot- 
ball games, which will also be 
carried on a special state-wide 
hookup . . . Bamburger's depart- 
ment stores will sponsor the 10- 
game schedule of Syracuse U. 
games on WJRZ, Newark . . . 
WSPD, Toledo, football coverage 
this year will include the Fighting 
Irish of Notre Dame, Cleveland 
Browns pro games. University of 
Toledo Rocket games . . . WWJ, 
Detroit, continues a 38-year tradi- 
tion this fall with coverage of the 
U. of Michigan football games. 

Promotion piece: KYW is distribu- 
ting a panel card presentation re- 
lating the facts and figures storx ol 
what it tet ins the Entire Cleveland 
Market. The panels are in color. 

Happy anniversary: KFRC. San 
Francisco, celebrated its 38th year 

on the aii 21 September. Record- 
ings of station figures of 88 vears 
ago were broadcast. Vmong KFRC 
alumni: Ralph Edwards and 
1 1, uold Peary. 


Social notes: More than 300 De- 
troit agency time buyers and me- 
dia people enjoyed a rare, medium 
rare and well done evening recent- 
1\ at a hugh outdoor cookout party 
on the grounds of WXYZ. 

Jingle service: Columbia Christian 
College in Portland, Ore., has just 
inaugurated a jingle production 
service with its choral department. 
Designed specifically for small-mar- 
ket stations, proceeds from the 
service will be used to finance the 
Communications department. 

The winners: Louis West of J. 
Walter Thompson, New York, 
won first prize, $100, in the WAPE, 
Jacksonville, timebuyers rating 
prophecy contest. Ten other time- 
buyers won Westclox wake-up 
clock transistor radios and all en- 
trants, 173 agency people, got blue- 
enameled silver dollars. 

Affiliation: WSET, Glens Falls, 
N. Y. has joined the Northeast 
Radio Network, which serves 31 
am and fm stations in upstate New 
York and Pennsylvania and is 
owned by Ivy Broadcasting. 

phen Trigg to general manager of 
KOSA, Odessa, Tex. . . .Fred 
Rawlinson to account executive at 
WTOP, Washington, D. C. . . . 
Alan Michaels to public service 
director of WHK, Cleveland, re- 
placing Sylvia Arnold who re- 
signed to join the local chapter 
of the American Institute of Bank- 
ing . . . Kenneth L. Draper, for- 
merly program manager for KEX, 
Portland, to program manager of 
KYW, Cleveland . . . Maurice R. 
Povich to publicity director of 
WWDC, Washington, D. C. . . . 
William A. Merrick to vice presi- 
dent and general manager of 
KBMN, Bozeman, Mont. . . . Rob- 
ert E. Davis to vice president and 
general manager of KCAP, Helena, 
Mont. . . . Fulton Wilkins to gen- 
eral manager of KEX, Portland . . . 
Del Markoff, Todd Branson, 
and Maury Levin to account execu- 
tives at WYNR, Chicago. 

Kudos: WWCO, Waterbury, re- 
ceived awards from the Junior 
Chamber of Commerce . . . Worth 
Kramer, president of The Good- 
will Stations, has been appointed 

to the Michigan Cultural Commis- 
sion by Governor John B. Swain- 


Kudos: The American Humane 
Assn. presented an Award of Merit 
to ABC for "establishing proce- 
dures to assure compliance with 
high standards for the care ami 
handling of animals in television" 
. . . ABC newsman Howard K. 
Smith was honored by the Radio- 
Television Directors Assn. with its 
annual Paul White Memorial 
Award as "the man who has con- 
tributed most to broadcast jour- 
nalism in the past 12 months" . . . 
Portions of an NBC Radio "Moni- 
tor" interview with Attorney Gen- 
eral Robert F. Kennedy on the 
subject of Communism in the U. S. 
have been inserted in the Congres- 
sional record. 


Kolpin, veteran CBS TV sales ex- 
ecutive, has resigned after 26 years 
with the network to head his own 
station, KDMO, Carthage, Mo. . . . 
James Aberle to sales manager, ex- 
tended market plan, CBS TV . . . 
Dale J. Danenberg to administra- 
tor-commercial coordinator, CBS 
TV . . . Douglas S. Cramer to ABC 
TV as director of program plan- 


Last week saw some musical-chairs 
shifting of personnel at both H-R 
and John Blair. 

Cal Cass, an account executive 
with H-R Television, New York, 
for the past seven years, is taking 
over as manager of the H-R At- 
lanta office. He'll be replaced in 
New York by Frank Moran, for- 
merly a Bates timebuyer. Bill Mc- 
Rae, H-R's southern division man- • 
ager for the past two years, moves 
to midwestern radio sales manager 
of the Chicago office. 

At Blair, Peter R. Allen, a sales 
executive in the Detroit office, is 
moving to New York. He'll be re- 
placed in Detroit by Robert J. 
Ward, a sales representative with 
WCAR. _ 

Rep appointments: KTRB, Mo- 
desto, to the J. A. Lucas Co. on the 

West Coast and Jack Mazla in the 
East . . . KBIG and KBIQ (FM), 
Los Angeles, to Advertising Time 
Sales . . . WVIP, Mt. Kisco, to 
Mort Basset . . . WPEN, Philadel- 
phia, to AM Radio Sales . . . WMAS, 
Springfield, Mass., to Venard, Tor- 
bet & McConnell . . . KID, Idaho 
Falls, which has just joined the 
Silver Dollar Network, to George 
P. Hollingbery, from Walker-Ra- 
walt . . . WPOP, Hartford, to the 
newly-formed Mid-West Time Sales, 
Baltimore and Kansas City, for re- 
gional sales in St. Louis, Kansas 
City, Memphis, Omaha, Des 
Moines, and Dallas. 
A. Stern to director of research and 
sales development at Bernard 


The 1962-63 season is barely un- 
derway but film companies are 
ready to roll pilots for the network 
season beyond. 

Particularly active is United Ar- 
tists Television, which has just set 
a deal with Leslie Stevens' Daystar 


ACTS OF MARCH 3, 1933, AND JULY 2, 194(3 
(Title 39, United States Code, Section 233) 

SPONSOR, published weekly at Baltimore, Mary- 
land for October 1, 1961. 

1, The names and addresses of the publisher, 
editor, managing editor and business managers 

Publisher: Norman R. Glenn, Mamaroneck, New 


Exec. Vice President: Bernard Piatt, Port Chester, 

New York. 

Editor: John E. McMlllin, New York, N. Y. 

2. The owner is: SPONSOR Publications Inc., 
\r,\ Vnik. New York. 

Stockholders owning or holding 1 percent or more 
of the total amount of stock: 

Norman R. Glenn. Mamaroneck, N. Y. ; Elaine C. 
Glenn, Mamaroneck. N. Y. ; Ben Strouse, Balti- 
more. Md. ; Ruth K. Strouse, Baltimore, Md.J 
William O'Neil, Cleveland, Ohio; Henry J Kauf- 
man, Washington, D. C. ; J. Bloom, New York, 
N. V ; Pauline H. Poppele, New York, N. Y. ; 
Judge M. S. Kronheim, Washington, D. C. ; Nor- 
man Reed, Washington, D. C. ; Adele Lebowitz, 
Washington. D. C. ; J. P. Williams, Dayton, Ohio ; 
Jerome Saks. Washington, D. C. ; Catherine K. 
Koste, Hawthorne, N. Y. ; William B. Wolf, 
Washington, D. C. ; Bernard Piatt. Port Chester, 
N. Y. 

3. The known bondholders, mortgagees, and 
other security holders owning or holding 1 percent 
or more of total amount of bonds, mortgages 01 
other securities are: NONE. 

1. Paragraphs 2 and 3 include, in cases where 
the stockholder or security holder appears upon 
(lie books of the company as trustee or in anj 
other fiduciary relation, the name of the person 
or corporation for whom such trustee is acting; 
also the statements in the two paragraphs show 
the affiant's full knowledge and belief as to the 
circumstances and conditions under which stock- 
holders and security holders who do not appear 
upon the books of the company as trustees, hold 
stock ami securities in a capacity other than that 
of a bona tide imnei. 

"i. The average number of copies of each issue 
it ibis publication sold or distributed, through the 
mails or otherwise, to paid subscribers during the 
12 months preceding the date shown above was: 
"()79. (This information is required from daily, 
weekly, semiweekly, and triweekly newspapers only.) 
Bernard Piatt 
Exec. Vice President 
Sworn to and subscribed before me this 12th day 
of September, 19ii2. 
SEAX.: Bernard M. Trager 

(My commission expires March 30, 1964.) 



Productions to shoot five hour-long 
and one half hour pilot lor ABC 

Walter Schwimmer, the Chicago 
tv producer-syndicator, is still rid- 
ing high on his "World Series of 
Golf" spectacular. 

His latest coup with the color 
opus: a foreign version currently 
being edited by Schwimmer. It's 
the original, cut down to a black- 
and-white hour, and it will be 
shipped oil to Ireland, Rhodesia, 
Sweden, Denmark, Japan, Aus- 
tralia and Great Britain, where 
contracts have already been signed. 

Sales: Allied Artists Television's 
"Bomba the Jungle Boy" features 
io seven more stations . . . Twen- 
tieth Century-Fox Tv's "Adven- 
tures in Paradise" to nine more 
stations, upping total markets to 
64 ... United Artists Tv's "The 
Story of . . ." to four Triangle sta- 
tions: WFIL-TV, Philadelphia, 
W \BF-TV, Binghampton, WNHC- 
1 V. New Haven, WFBG-TV, 
Johnstown-Altoona; and "Ripcord" 
renewals to Foodtown and Fact-O- 

Bak (WAIT,- 1 V, Baton Rouge), 
Fil-A-Bil Service Stores and I [olmes 
Pontiat (K I BS- 1 V, Shreveport) , 
K I Vk. Phoenix, and KGUN, I ut 

son. and new sales to W I. SI. -TV, 
Roanoke, and \\ | \( I \ , Johns 
town-Altoona . . . Seven Arts 
volumes loin and five of 93 Wainci 
Bros, and 20th Century-Fox tea 
tures to WCBS-TV, New York, 
WCAU-TV, Philadelphia, and 
KMOX-TV, St. I.oids. 

New properties: David Susskind 
has signed to produce a new series 
of .'5!) episodes of "Open End" for 
distribution by NTA . . . Victor 
Borge Selden Associates (VBS) will 
package and produce six hour-long 
specials for syndication called the 
"Tv Six Pac." Sales are being han- 
dled In TV Marketeers in this 
country and by Fremantle Inter- 
national overseas . . . Screen Gems 
will produce a pilot based on com- 
mando activities during World 
War II, aimed for the 1963-64 sea- 
son and titled "The Commandos." 
. . . Association Telefilms is offer- 
ing a "World's Film Fair" pack- 
age of 24 travel, space exploration, 

ami international relations films. 

Subjet I mallei is tied in lo exhibits 

thai mighi be found al a W oi Id's 

International entente: Youngsters 
in Australia, New Zealand, the 
Philippines, Hong Kong, (Thailand 
and Malaya will soon be watching 

Rompei Room in iheii own Ian 

guages undei an agreement sinned 
b\ Romper Room International. 
Inc. and Fremantle International. 

I he I <> \e.ii < onli at I li( enses I i < 

mantle to franchise the children's 
i\ kindergarten show foi li\e and 
lot al produc tion in these < ounti ies 
. . . ITC has entered into a produc- 
tion-distribution agreement with 
Pied I'ipei Ltd. and Allan Wargon 
Ltd. for a new series, "Mi. Piper," 
consisting of 39 hall-hour filmed 
entireh in color. |ust stalling pro- 
duction, the scries has been sold to 
the Canadian Broadcasting Corp. 
(CBC) and Associated Television 
Ltd. (ATV). 

Financial report: Screen Gems re- 
ported net income for the fisi.d 
\e.n ended 30 June of $3,466,293 

Newsmakers in tv radio advertising 


Cal Cass, account executive with 
H-R Television, New York, for 
the past seven years, has been 
named manager of H-R's Atlan- 
ta office. He began in 1919 as 
salesman and then manager ol 
the Atlanta office of Burke, 
Kuipers & Mahone\ and later 
went to the radio-tv arm, Ra- 
Tel. He was also with WINS, 
New York; Adam Young, Inc. 

Neal J. Edwards has been named 
managei ol WMAL-TV, Wash- 
ington, I). C. He'll continue to 
supervise the station's sales ac- 
tivities. Edwards has been 
WMAL-TV sales managei since 
Decembei 1953. 1 Ie c ame to the 
station from WTTG. Washing- 
ton, where he'd been a sales rep- 
resentative and sales managei 
loi si\ yea] s. 

George A. Graham, Jr., new vice 
president, NBC Enterprises divi- 
sion, has been with NBC since 
195.'}. He started as tv account 
executive and was thereafter in 
charge of tv kid show sales, di- 
rector of sales planning, vice 
President of NBC Radio and, 
n March 1960, was named vice 
•resident and general manager 
)1 the radio network. 

E. Robert Nashick has taken 
over as advertising and sales pro- 
motion managei foi KP1X. San 
Francisco. He has held the same 
posi at K.TLA, Los Angeles, lie- 
lore that he did similar work 
with Westinghouse's K.YW-TV, 
( Cleveland; Bisc ayne I elet ision's 
WCKT-TV, Miami; Storer's 
and W|W. Cleveland. 

PONSOR/I October 19G2 


after taxes, as compared to $2,665,- 
371 for fiscal 1961. This is equiva- 
lent to $1.37 per share as against 
$1.05 per share the preceding year. 

Colorcasting note: Five more sta- 
tions have just ordered color prints 
of Seven Arts' Warner Bros, fea- 
tures for fall telecasting, making 
a total of 33 stations colorcasting 
the films. 


Grower, Dick DeMaio and John 
Hoffman to house producers at 
Videotape Center . . . Boh Johnson 
to head of Canadian sales for UAA 
. . . Buddy Faher to tv contract 
manager at Seven Arts, replacing 
Jeremy Hyman who moves to SA's 
London office. 

Kudos: Leonard Hirschfield, vice 
president and staff cameraman of 

VPI which produces tv commer- 
cials, made a movie while on leave 
from the company. Called "David 
and Lisa." The film won the Ven- 
ice Film Festival award for the 
best first-feature effort by a direc- 

Station Transactions 

KERN (AM & FM), Bakersfield, 
has been sold by the McClatchy 
Broadcasting Co. for a total consid- 
eration of $145,000. 

New owner is Radio KERN, a 
new California corporation headed 
by Roger H. Stoner. Stoner was, 
until recently, sales manager of 
KYA, San Francisco. 

Associated with Stoner is J. Ward 
Wilkinson, who owns and operates 
Associated Advertising Counsellors 
advertising agency in Oakland. 

The sale was handled by Hamil- 
ton-Landis &.- Associates. 

The sale of KEX, Portland, Ore., 
by Westinghouse Broadcasting has 
been finalized. 

New owner is Golden West 
Broadcasters, which also owns KVI. 

Sign on: KMEX-TV, Los Angeles, 
all-Spanish uhf outlet, began broad- 
c asting 30 September. 

"On the air": WITI-TV, Milwau- 
kee, started broadcasting from its 
new 1,078 foot tower on 17 Sep- 

Thomas J. Swafford, recently-re- 
signed CBS vice president and gen- 
eral manager of WCAU, Philadel- 
phia, has acquired KDEF (AM & 
FM), Albuquerque. 

As president of White Oaks 
Broadcasting Co., Swafford will de- 
vote his full time to the manage- 
ment of the station. 

Selling price: $175,000. 

Public Service 

Deadline for submitting nomina- 
tion for the Thomas Alva Edison 
Foundation national station awards 
for serving youth is 15 December. 

The local tv and radio station 
winning the honor will receive 
an Ldison Scholarship of $1,000 to 
be used for college education, 
which the station presents to a 
high school senior selected by an 
appropriate committee of local ed- 

Its the eighth annual Edison 
award of its kind. 

Promotional materials have been 
forwarded to radio and tv stations 
alike from the United Nations in 
connection with the UNICEF 
Trick or Treat program. 

All stations are being urged by 
the UN to support this annual 

Public service in action: 

• WTAE, Pittsburgh, in coop- 
eration with WQED and Indiana 
State College is telecasting a new. 

18-week educational series called 
"Famine or Fortune," a discussion 
of approved conservation methods. 

• A filmed announcement on 
WX.YZ-TV, Detroit, for the YMCA 
which featured Mayor Jerome P. 
Cavanagh in a plea for viewers to 
learn mouth-to-mouth resuscitation 
technique drew 32,000 requests for 
the instructions. 

• WRCV, Philadelphia, is run- 
ning an audience contest on "What 
the United Nations Means to Me" 
daily through 20 October in ob- 
servance of UN Week. Statements 
of 50 words or less should be sent 
to the station. Prize: a UN Stamp 

Local sale: "The San Francisco 

Pageant," a 12-part series of public 
affairs programs scheduled on a 
monthly-basis, on KPIX, to Home 
Mutual Savings and Loan Assn. 
Kudos: The 1962 Span Award, for 
contributions to public understand- 
ing of the retarded, has been 
awarded to WJRT, Flint, for its 
documentary called "A Wind is 
Rising" . . . The Pennsylvania 
Turnpike Commission, Big Broth- 
ers of America, and American Op- 
tometric Assn. each cited WRCV- 
TV, Philadelphia, lor public serv- 
ice contributions in behalf of driv- 
er safety, juvenile delinquenc \ 
and good vision . . . The Radio- 
Television News Directors Assn. 
will honor KDKA, Pittsburgh, 
with its first place award for edi- 
torializing l>\ radio. 

Outstanding exclusive values in broadcast properties 

\ multiple station situation covering the nation's 
richest suburhan market. Fair earnings, superior 
fixed assets, and unlimited potential. $200,000 
cash required, with unusually attractive financing 
on the balance. 



Absentee owned daytimer in an excellent 2 sta- 
tion market. Reasonable earnings and fine po- 
tential. Has FM. 29^c down. 



BLACKBURN & Company, Inc. 



lames W. Blackburn M. W. Cassill Clifford B. Marshall Colin M. Selph 
lack V. Harvey William B. Ryan Stanley Whitaker c - Bennett Larson 

Joseph M. Sitrick Hub Jackson . . - ...... Bank of America Bldg. 

Gerard F. Hurley 333 N. Michigan Ave. ° h " «■ "'"'l"" 9465 Wilshire Blvd. 
RCA Building Chicago, Illinois "02 Healey Bldg. Beverly Hills, Calif. 
FEderal 3-9270 Financial 6-6460 lAckson 5-1576 CRestview 4-8151 


SPONSOR 1 October 1962 

IVhy it pays 

to advertise your station 

in a broadcast book 



n a held where a select group 

of people really buys national 

time you look for the specialized 

broadcast book to carry your ad 


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

Another is economy. A>k your 
national representative. He'll 
tell vou there are onlv 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- 
ffused readership. 

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

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

a service 


S P O N S O 


By S. Champion Titus 

Advertising and sales 
promotion manager 
Ampex Corp. 

What we looked for in a new agency 

When most advertisers start look- 
ing for a new agency, it's be- 
cause they are dissatisfied with 
their present agency. Not so with 
the Ampex Company. We had a 
unique need for a new agency. 

A year ago the company was 
completely decentralized into five 
autonomous operating product di- 
visions. We had five of everything 
— all going in different directions. 
The results were horrible. Few 
people knew what business we 
were in and practically no one 
knew the full scope of our busi- 
ness. Management consultants were 
called in. Their recommendations 
for reorganization called for cen- 
tralization in many areas, includ- 
ing advertising and sales promo- 

So our unique need for a new 
agency was that we needed one to 
replace five. We invited agencies 
to make presentations. We heard 
eight half-hour preliminary presen- 
tations in two days and selected 
three finalists. Two weeks later we 
made our selection, 23 working 
days after beginning the search. 

So, finally, what were we looking 
for? In general, we were guided 

by the corporate reorganization 
direction of the consultants and 
new management. We were mov- 
ing from product orientation to 
marketing orientation— from divi- 
sional direction to corporate direc- 
tion. Our first requirement was 
for a marketing-oriented agency. 
At that stage we needed at least the 
skeleton of a corporate marketing 
plan as a base for a sound corpor- 
ate advertising plan, and we need- 
ed the help of a strong agency to 
help us pull it together. 

We looked carefully at the im- 
portance of the Ampex account to 
the agency. But the most important 
single requirement was people— 
the right people. We wanted a 
team that could work with our 
team with complete and mutual 
confidence particularly since our 
team was new. 

Here's what we found in the 
final presentations. In the area of 
marketing we saw too many adver- 
tising proofs, they didn't show us 
what the problem was, how they 
approached it and how advertising 
was contributing to the solution. 

We saw too many unrelated ex- 
amples of their work. They were 


S. CJuunpion ("Champ") Titus, 
advcrtisi>ig and sales promotion 
manager for the Ampex Corpora- 
tion, has worked with Ampex in 
various capacities since 1960. Previ- 
ously he served at BBDO, Buffalo. 
In his talk before the San Francisco 
Ad Club, he describes the criteria 
used in selecting an agency for an 
account that is primarily industrial 
rather than consumer. 

very heavy on consumer advertis- 
ing, not industrial. Because the 
agencies knew us for our consumer 
products I don't think they both- 
ered to find out that less than 10% 
of our business is in consume? 

We saw too much on space ad- 
vertising alone, without proper re- 
lation to the total marketing job 
to be done. They overemphasized 
the importance and function of ad- 
vertising in the total marketing 
picture and end sale of the 
product, to the point that some of 
our people, particularly technical, 
didn't believe anything that was 
said. They devoted too much time 
to advertising alone with little or 
nothing on supporting materials, 
so important to an industrial ad- 

There were many weak areas in 
the presentation of people. Some 
said that if they got the account 
they had the perfect account man 
lined up, and they would hire him 
or bring him in from another of- 
fice—they didn't even have him 
there. The principals talked too 
much. We knew we weren't going 
to work with them on a day-to-day 
basis and we didn't hear enough 
from those we would be working 
with. In general, there was a lack 
of industrial experience and back- 
ground, both in the agencies them- 
selves, and the people presented. 
An industrial advertiser feels his 
business is entirely different than 
consumer and wants to work with 
someone who talks his language. 

It is a matter of record today 
that the San Francisco office of 
Cunningham and Walsh is the 
new single agency for all Ampex 
advertising. They showed us case 
histories on a problem-approach- 
solution-results format. They had 
the best industrial consumer bal- 
ance. The full team was present, 
and they all participated with thei 
account executive handling the ma- 
jor share. The West Coast vice' 
president and the president had 
five minutes each. The appearance, 
of the president from New York 
was the clincher in proving thai 
the Ampex account would be oil 
major importance to them. It i; 
too early for facts to prove results 
but I can say their performance ha; 
exceeded their promises. 


SPONSOR/ 1 October 196:1 


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


This is the week for reporting upbeat developments in the spot radio 
camp, which seems finally to have gotten into the full swing of fall 

A most notable report involves General Mills, which has opened its 
guns in the New England market. CM is running a schedule ol 12 news- 
casts per week on the 32 stations of the Yankee Network division oi 
RkO General, one of the largest single orders ever placed on Yankee 
and the only current use of radio by GM in New England. Campaign is 
on behalf of Betty Crocker Layer Cake Frosting Mixes. 

Stepping back into the medium alter brief hiatuses are Copenhagen 
Snuff and Associated Bulb Growers of Holland while Allis-Chalmers re 
turns after a five-year absence. 

For details of the A-C buy see item below. 

The Allis-Chalmers swing back into spot radio after a five-year hiatus 
from the medium was a very welcome note for the sellers of spot radio. 

The farm equipment manufacturer has enriched the spot radio pas- 
ture with a 75 major farm market buy in the U.S. and, in addition, 
25 Canadian farm markets. 

A 10-week fall push, the campaign is being handled by Bert S. Citlins 
Vdvertising. Buyer: G. D. McConnell. 

For details of other spot activity last week see items below. 


Schluderberg-Kurdle, manufacturers of Esskay meat products, stalls this 
month in five of its mid-Atlantic markets with the Westinghouse Broad- 
casting Company hour-long family specials. Markets are: Baltimore, 
Washington, D.C., Lancaster, Pa., Richmond and Norfolk. Agency: 
VanSant Dugdale. 

'illsbury is expanding the market list lor its Cake Decorator, lor which 
the initial order was placed about a month ago. Next week, S October, 
is the kick-off date for 21-week schedules beginning in new markets. 

)ay and fringe nighttime minutes aimed at the female audience arc 
'"equested. Agency: Leo Burnett. Buyers: Mar\ Lou Ruxton and Bob 

km ley. 

General Foods launches an extensive spot campaign at the end of this 
onth, 29 October, on behalf of Baker's Coconut Products. Schedules 
ill run for eight weeks. Day minutes with a women's audience are 
eing sought. Agency is Young & Rubicam and Tony Egan is doing the 

'hillips-Van Heusen is going in on 22 October with eight-week sched- 
les lor Van Heusen shirts. Time segments: nighttime and clay minutes 
nd chainbreaks. Agency: Grey. Buyer: Jerry Ret tit;. 

unshine Biscuits is looking lor programs in several markets lor a cam 
aign to run from II October through ,H January. The buying's being 
one out of Cunningham 8c Walsh and the buyer is Kit Powers. 


'ONSOR/1 October 1962 


KNOWN .... 

for the company they 

keep in 

Prestige Advertisers! 

KNOWN .... 

for community 
Public Service! 

No. 1 

Tampa - St. Petersburg, 

Sam Rahall, Manager 

No. 1 

Eastern, Pennsylvania 

"Oggie" Davies, Manager 

No. 1 

West Virginia 

Tony Gonzales, Manager 

No. 1 


John Banzhoff, Manager 

ofcove stations represented nationally 
by H-R . . . New York 



our station coming up fast in 

National Rep., The Boiling Co. 

N. Joe Rahall, President 
'Oggie" Davies, Cen. Manager 



President and Publisher 
Norman R. Glenn 
Executive Vice President 
Bernard Piatt 
Elaine Couper Glenn 



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. McCuttie 
Art Editor 
Maury Kurtz 
Production Editor 
Barbara Love 

Editorial Research 

Cathy Spencer 
Special Projects Editor 
David Wisely 


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 



Jack Rayman 

John J. Kelly 
Mrs. Lydia Martinez 
Sandra Abramowitz 
Mrs. Lillian Berkof 


Business Manager 

C. H. Barrie 

Assistant to the Publisher 

Charles Nash 


Mrs. Syd Guttman 

Reader Service 

Mrs. Lenore Roland 
General Services 
George Becker 
Madeline Camarda 
Michael Crocco 
Irma Feldstein 
Dorothy Van Leuven 




Continental Baking is lining up minutes, 20's and 10's in a host of mar- 
kets to promote Wonder Breads. Schedules are to run in daytime, prime 
and late night periods for six weeks, kicking off 4 October. The agency 
is Ted Bates and the buyer is Art Goldstein. 

General Foods will launch a campaign for Log Cabin in mid-October. 
The search is for minutes and 20's from sign-on to sign-off for six weeks 
starting 15 October. The buy is out of Young & Rubicam and the con- 
tact is Pete Kelley. 

Scott Paper kicks off today, 1 October, on behalf of its tissues. Schedules 
are day and night minutes and 20's and they'll continue for 13 weeks. 
The account is at Bates and John Catanese is the buyer. 

Chesebrough-Pond's is buying for Cutex products. The request is for 
fringe-time minutes to start 21 October and run for four weeks. Agency: 
Doherty, Clifford, Steers & Shenfield. Buyer: Rita Venn. 


Copenhagen Snuff going back in radio this fall after a hiatus, will do 
it via a six-week campaign in the top 20 markets. Starting date is 8 
October and minute ET's will be used. Agency is DCS&S. Norm Ziegler 
is the buyer. 

The Associated Bulb Growers of Holland is also returning to spot radio 
after a brief absence. The campaign gets off the ground early in October 
and is scheduled for a three-week flight. Minutes will be used in an 
undisclosed number of selective markets. The agency: Wexton. Buyer 
is Anita Blum. 

Burlington Hosiery is kicking off a five-week campaign for its support 
hose early in October. Activity centers around some 30 markets. M inutes 
are being used. Starting dates for the five-week flights vary with each 
market. Donahue & Coe is the agency. Pete Schulte is doing the buying. 

American Tobacco, through its three agencies, is alternating its ciga- 
rette products (Lucky Strike, Pall Mall, Tareyton Filters, Montclair) to 
lock up important spot franchises in the major markets. The campaign 
begins early this month and will continue through the end of the year. : 
Traffic hours are being used. The agencies involved and their respective 
buyers: BBDO, Hope Martinez; L. C. Gumbinner, Janet Murphy; 
SSC&B, Wayne Silbersack. 

S. A. Schonbrunn is going into selected markets with multi-station buys 
for Savarin. Schedules will run for 13 weeks, with the buying being done 
out of Foote, Cone & Belding. 

Candettes, Pfizer Products' medicated throat discs, is readying a 19-week 
campaign scheduled to break early in November. 30's and 10's are being 
sought in morning drive and housewife time. Virginia Burke is doing 
the buying out of Ted Gotthelf. 

SPONSOR/ 1 October 1962 

Girl Watching in Eastern Iowa 

She's watching corn. 


,ET THE American Society of Girl Watchers 
take heed. Watching a girl watch corn has it all 
over plain girl watching. More room to swing 
your eyes. You could turn your head without 
being seen. You could even whistle, verboten 
though it be — it would sound like the wind rus- 
tling a tassel. Furthermore, the air s fresher, the 
sky's bluer — and fuller of refreshing WMT 

also be 60 acres of commercial and educational 
exhibits, free parking, and a special roped-ofl 
area for Madison \ venue girl watchers. 

WMT. CBS Radio for Eastern Iowa 
Represented by the Katz Agency 
Affiliated with WMT-T\ . Cedar Rapids Waterloo; 
K-WMT. Fort Dodge; WEBC, Duluth 

Our farm department ( three farm-born col- 
lege graduates and a girl ) allows as how there's 
nothing prettier than an Iowa farm girl in an 
Iowa cornfield. See Exhibit A. This high-class 
corn-watching is taking place on the site of the 
1962 Iowa Mechanical Corn Picking Contest, 
due October 9. on the Root and Stanerson farms 
south of Belle Plaine. Like to enter? Bring your 
own mechanical corn picker. Or. if \ ou prefer 
to be a mechanical corn picker watcher, stand 
over there — with the 12.000 to 15,000 other 
spectators expected. WMT and the Belle Plaine 
Jaycees sponsor the annual event. There will 

Exhibit A 

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 :-\ 


Peters Griffin Woodward 




0CT 8 1962 



8 OCTOBER 1962— 40c a copy / $8 a year 

CHANGES p- 33 

How the ad job 
market shapes 
up today P- 37 






$n the SEand o^ 
JAiik and \oney! 


-. » fVANS. G«n«rol Woao9»' • ■•p'Otnwl b, HI I. . 


New South 

Perhaps you haven't seen Atlanta lately? You'd be amazed the moment you step off the plane into our 
new twenty-million-dollar airport. And you would have to bring your market estimates up to date when you 
view the variety of elegant modern homes, shopping centers, churches, office buildings and major industries 
that have expanded this new metropolis since 1949 (the year WAGA-TV began telecasting). 

Outstanding test market — Here is a sophisticated Southern city — acclaimed as a favorite test 
market — that has jumped 54% in population in thirteen years ... to over a million! 

Here is a booming city, an expanding five-county industrial market unique in the Southeastern region 
|| — a culture-conscious area that enthusiastically supports opera, concerts, theater, and art festivals. 

(New Atlanta blends the customs and tastes of residents who have come from all parts of the nation. 
t Only 23% of its citizens are natives. The result is a genuinely cosmopolitan city. 

Atlantans prefer WAGA-TV — If you're judging Atlanta television stations by outmoded stand- 
ards, you may be surprised to discover that Atlantans have kept pace with the new preferences in televi- 
sion programming. Because Atlanta is different, the Storer station has found the difference and created 
the programming to fit! Now the Atlanta station most respected and most viewed by adults is WAGA-TV. 
Such respect and discriminating attention have been earned through WAGA-TV's exclusive daily 
editorials on important local issues, complete PANORAMA NEWS coverage, and quality public interest 
(programming unapproached by other stations in the market. The Storer programming philosophy con- 
tinues . . ."famous on the local scene . . . for public service." 

Result? Advertisers prefer and specify WAGA-TV in the 23rd market! 

SRDS ranks Atlanta 23rd in retail and automotive sales, 24th in population, 25th in food, apparel and pas- 
^feenger car sales among metropolitan areas; 23rd in the nation as a television market with WAGA-TV deliv- 
n sring the metro plus 61 more counties with 50% or more net weekly circulation? Small wonder WAGA-TV is 
overwhelmingly favored by local and regional advertisers— the people who know stations and our market best! 

'I960 AHH Coverage Study 



Represented by Siorer Television Sales f^^^k ^fe^l 







ii 'j ir 











II H\ 




Hill -Tl 





II IKK- 11 


HER 1962 

"Jeanne a" Are: The Trial" an original 
television drama by three Chicago 
housewives, presented on "Repertoire 
Theatre;' wbbm-tv's prime-time 
workshop series devoted to original 
dramas, classics, music, pantomime. 

"Decision at 83rd Street]'' a penetrating 
first-hand report on the integration 
problems facing Chicago today, and a 
provocative look at those most affected. 
A prime-time "special;' presented by 
the wbbm-tv News Department. 

'The Wasted Years" a. specially 
filmed on-the-spot report revealing 
the hopeless monotony of prison 
life and chances of regeneration at 
Statesville penitentiary, a powerful 
documentary-editorial broadcast 
during peak viewing hours. 

"Battle for Asia: South Vietnam'.' 
first of a three-part on-location 
documentary prepared by Television 
Foreign Editor Carter Davidson, 
analyzing the government, people 
and problems of an embattled natioi 
...a wbbm-tv News Department 
•'special;' seen in prime time. 

'Music for a City" Dr. Dieter Kober 
conducting the Chicago Chamber 
Orchestra, in an evening-hour cona 
devoted to chamber works by Moz; 
Telemann and Heiden, originating 
in the studios of wbbm-tv. 


\e Changing Face of the City" an 
>ur-long review of the architectural 
. hievements of Chicago's current 
lilding boom, and their effects on 
le city's people. Aired in prime time, 
; part of Television 2's continuing 
■ See Chicago" series. 

metal Report: Africa" newsman 
Fnk Reynolds' two-part study of 
th political, economic and social 
tfcsions engulfing newly independent 
aeons, highlighted by exclusive 
*rviews and filmed footage gathered 
Jiing a 3-week tour of Africa, 
bradcast in prime time. 


the big idea? 

In a nutshell: to present 
to Chicago audiences a 
rounded picture of an 
ever-changing world-its 
accomplishments, needs 
and aspirations focused in 
meaningful perspective. 

Month after month, year 
after year, CBS Owned 
WBBM-TV originates the 
finest community service 
programs in Chicago 
television ... an abundance 
of regularly-scheduled 
series, as well as one-time 
"specials" all locally 
produced by Television 2's 
own award-winning staff. 

Documentaries, dramas, 
editorials, musicals and 
on-the-spot news reports 
of local and international 
events— the list is virtually 
boundless and growing 
bigger every day . 

An encompassing sense of 
what interests Chicagoans 
most— and the ability to 
deliver it— is a big reason 
most Chicagoans prefer 
WBBM-TV, the number one 
television station for the 
past 87 Nielsen reports. 

"The Mikado" Gilbert & Sullivan's 
operetta classic performed by the 
students of Evanston (III.) Township 
High School... and broadcast in 
its entirety in 90 minutes of prime 
evening time on wbbm-tv. 

Standing 2049 Feet Above Sea Level 
For Greatest South Texas Coverage 

For many years San Antonio's Channel 12 has been a 
leader In the metropolitan audience share. Now, with its 
new Sky Scraper maximum tower and maximum power 
...this coverage has been extended to outlying communi- 
ties of the San Antonio trade area. The new Channel 12 
Sky Scraper will add an estimated 185,000 homes to its 
coverage . . . the greatest unduplicated ABC network cover- 
age in the Southwest. 

San Antonio's 



Channel 12 




x. National Representatives 

j Even by Texas Standards! 

ij The New KONO-TV- Channel 12 




The big pros in Madison radio 
are on WKOW/1070. Each of 
these exclusive personalities is 
a leader in his field. 


boy gumtow, Farm News Re- 
porter — each morning and again 
at noon. Roy's farm programs 
sparkle with person-to-person 
excitement. As WKOW'S Farm 
Director, he travels all of South- 
ern Wisconsin— more than 25,000 
miles each year — to tape inter- 
views and address farm organi- 

10,000- watt WKOW, Wisconsin's 
most powerful full-time radio 
station, is the major listening 
post for all listening groups. 
First in total audience. First in 
total weekly homes, (ncs '61). 
WKOW/1070 delivers 28% more 
counties than station B. And 61% 
more than station C. Phone your 
H-R man for exclusive avails. 


Wisconsin's Most PowerfulFull Time Station 

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

Ben Hovel, Gen. Sales Mgr. 

Larry Bentson, Pres. 

Joe Floyd, Vice P res. 

represented nationally by H-R 



Midcontinent Broadcasting Group 

WKOW-AM and TV Madison • KEtO-lAND 
TV and RADIO Sioux Falls, S. D. • WtOl- 
AM, FM Mpls.-St. Paul • KSO Des Moines 



8 OCTOBER 1962 

Vol. \j No. 41 

P. 15 

Top of the News p. 11, 12 / Advertisers p. 58 / Agencies p. 59 / 
Associations p. 60 / Tv Stations p. 60 / Equipment 61 / FM p. 61 / 
Radio stations n. I Networks n R? / Ronrocoqtatives p. 62 / 

Top of the News p. 11, 12 / Advertisers p. 58 / Age 
Associations p. 60 / Tv Stations p. 60 / Equipment 61 
Radio stations p. 61 / Networks p. 62 / Represent; 
Film p. 62 / Station transactions p. 64 / Public Servi 


ice p. 64 

SPONSOR-SCOPE / Behind the news 

P. 25 

COMMERCIAL COMMENTARY / Saleable flops P. 22 

TIMEBUYING: 10 BIG CHANGES / Timebuying today differs from what 
it used to be. Factors involved in this transformation: increase in facts 
and figures, new metro tv markets, computers. p 33 

selling play-oil broadcast with only 21 hours to game time. p Qg 

York employment agencies, specializing in the advertising field, take a 
look at the Madison Avenue job market today. p 37 

HUMOR BREAKS THROUGH FOR YOGURT / Having solidified sales 
in '61, Breakstone's humorous '62 campaign continues rise. p 3Q 

FAST GROWTH OF TWO-SET TV HOMES / Media researchers are be- 
ginning to consider those 7 million tv homes with more than one set. 
How do they think these homes will afiect tv buying? p < 42 

TV'S GREAT BUST-AND-CHEST BOOM / Debbie Drake has 260 epi- 
sodes in syndication. La Lanne's goal is 80 stations by the end of the 
year. Hills starts on Today with Matchabelli as sponsor. p_ 42 

HOW TO SPOT A PRO REP SALESMAN / There are certain tell tale 
sit^ns which mark a rep salesman as a pro or rank amateur. p_ 44 

duced its '63 models with a dazzling six-minute tv commercial. Here's 
how and win the car-maker chose this approach. p. 4( 

SPOT SCOPE / Developments in tv /radio spot 

P. 7: 

TIMEBUYER'S CORNER / Inside the agencies P. 48 

WASHINGTON WEEK / FCC, FTC and Congress P. 61 

SPONSOR HEARS / Trade trends and talk 

P. 62 

DEPARTMENTS 555 Fifth p. 13 / 4-Week Calendar p. 13 / Radio Tv 

Newsmakers p. 65 / Seller's Viewpoint p. 72 

© 1962 SPONSOR Publications Inf. 
,,, SPONSOR PUBLICATIONS INC. Combined with TV <g), U. S. Radio (g>. USFM (g). Executive. 

z P / ^^ \* Editorial, Circulation, and Advertising Offices: 555 Fifth Ave.. New York 17. 212 Murray Hill 
« ^ljff)\'<»7-S080. Chicago Office: 012 N. Michigan Ave.. 312-664-1166. Birmingham Office: 3G17 Eighth Ave.* 
r>\f'|lHf7 So., 205 322-6528, San Francisco Office: G01 California Ave., Room HOG, 415 Yukon 1-8913.^ 
' ^mm// o Los Angeles phone 213-101-8089. Printing Office: 3110 Elm Ave., Baltimore 11. M<I. Subscriptions: *. 
c c/l*' 1 '' t'. S. $8 a year. Canada $9 a year. Other countries $11 a year. Single copies 10c. Printed 
U.S.A. Published weekly. Second class postage paid at Baltimore. Md. 

SPONSOR/8 October 1962 

BIG . . . even by Texas Standards . . . 
The New KONO-TV Sky Scraper 

Towering 2049 feet above sea level, the new KONO-TV 
Sky Scraper stands, by comparison, 1013 feet taller than 
the Paris Eiffel Tower . . . 838 feet taller than Chicago's 
Prudential Building . . . 445 feet taller than New York's 
Empire State Building . . . above sea level. This new max- 
imum tower and maximum power is your assurance of 
extra home coverage... many additional thousands of 
viewers of your television messages. Get the full picture 
story about KONO-TV from your Katz man. 

San Antonio's 



Channel 12 




\ National Representatives 



'555/ FIFTH 

Letters to 
the Editor 


We read with extreme interest 
\our "Top of the News" item in 
the 10 September 1962 sponsor, re- 
garding the "3,400 Tv Commer- 
cials for Study." We are most anx- 
ious to arrange to review these 
commercials, but there was no in- 
dication of the sources. Is there a 
way that you could advise us? 

We are particularly interested in 
the product categories: beer, paint, 
food-restaurants, banks, and ladies' 
shoes— CHARLOTTE L. SHOCKLEY, research 
librarian, Stockton, West, Burkhart, Cincinnati. 
• Product category reels of 3,400 top tv 
commercials are being distributed by Wallace 
A. Ross, American Tv Commercials Festival, 
40 E. 49th St., New York. 

I Your article "The Myth of Tv 
Market Rankings" in the 17 Sep- 
tember sponsor is excellent. 

Most people in the broadcast in- 

\ dustry realize that variations in 

. market ranking exist; however, it 

is interesting to read information 

on the subject unified into one 


Congratulations on a fine article. 

—TOM W. MAHAFFEY, advertising-promotion 
director, WJXT, Jacksonville. 

Please accept a belated thank-you 
for the handsome copy of sponsor's 
40-Year Album of Pioneer Radio 
Stations forwarded to me last 
month— DAVE GARR0WAY, New York, N. Y. 

I just returned from vacation and 
found my bound edition of the 40- 
Year Album. 

It is a handsomely finished book. 
I had congratulated you previously 
on the contents and am so happy 
that we were able to contribute to 
the project.-GEER PARKINSON, v.p., sta- 
tion manager, WRYT, Pittsburgh. 

I'm late with my congratulations on 
your superb 40-Year Album, but 
nonetheless sincere. 

Will you please send one dozen 



National Federation of Advertising Agen- 
cies eastern regional meeting: 12-14, 
Traylor Hotel, Allentown, Pa. 
Advertising Federation of America third 

district meeting: 11-13, Hotel Colum- 
bia, Columbia, S. C; seventh district 
meeting: 14-1(3, Hermitage, Nashville, 
National Association of Broadcasters fall 

conferences: 15-16, Dinkier-Plaza Ho- 
tel, Atlanta, Georgia; 18-19, Biltmore 
Hotel, New York; 22-23, Edgewater 
Beach Hotel, Chicago; 25-26, Statler- 
Hilton, Washington, D. C. 
American Association of Advertising Agen- 
cies central regional meeting: 17-18, 
Hotel Ambassador West, Chicago; 
20-25 western region convention, Hil- 
ton Hawaiian Village, Honolulu, Ha- 

NAB International Radio & Television So- 
ciety joint luncheon featuring NAB 
president LeRoy Collins as speaker: 
18, Biltmore Hotel, New York. 
Mutual Advertising Agency Network final 

meeting for 1962: 18-20, Palmer 

House. Chicago. 

National Educational Tv & Radio Center 

fall meeting of station managers of 
affiliated tv stations: 18-20, Park- 
Sheraton, New York. 
National Assn. of Educational Broad- 
casters 1962 annual convention: 21- 
25, Hotel Benjamin Franklin, Phila- 

Broadcasters' Promotion Association an- 
nual convention: 28-30, Holiday Inn 
Central, Dallas. 
International Radio and Television Society 

time buying and selling seminar: be- 
gins 30, CBS Radio, New York. 

American Assn. of Advertising Agencies 

ist central regional meeting: 


ler-Hilton, Detroit. 

National Association of Broadcasters fall 
conference: 8-9, Sheraton-Dallas Ho- 
ld, Dallas. 

Association of National Advertisers an- 
nual meeting: 8-10, Homestead, Hot 
Springs, Va. 

^.illll.!.;! ■;M| J ,lliillli!llll! i: ■ - .,11- ..j^ 1 ,- : ^' II;- mM" 

0NS0R/8 October 1962 

< opus— EDWARD C. OBRIST, director of 
broadcasting, Boston University, Boston. 


We noted with interest the sum 
mary on hn set counts in your 17 
September sponsor issue. Going 
back over the years to 13 June 1959 
sponsor, there was a quote stating: 
"Nearly 100,000 lm receivers were 
manufactured in the U. S. last yeai . 
an increase ol about 150,000 ovei 

Vssuming 100,000 Em receivers 
manufactured pei year, the total of 
5,548,300 tin sets credited to New 
York, Los Angeles, Chicago, Phila- 
delphia and San Francisco would 
require all of the sets manufac- 
tured in a 14-year span ol time to 
be shipped to these markets. Four- 
teen years would take us back to 
1948. Obviously, the figures seem 

We realize that there are various 
sources for this type of informa- 
tion. About three years ago the 
same source for the figures quoted 
in your 17 September issue did a 
special study in Southern Califor- 
nia which estimated 1,006,385 fm 
homes. The validity of that figure 
was questioned at the time on a 
similar basis. 

Currently, according to your 17 
September issue, Los Angeles is 
credited with 1,100,800 fm sets. 
This would be a gain of 94,415 
over the lm sets credited to the 
market by the same source three 
years ago. It would mean an an- 
nual growth rate of 31,472 sets per 
year in the last three years. If the 
growth rate for the last three years 
were normal, it would take 35 
years to achieve 1,100,800 sets. 
Something seems overstated in the 
number of sets credited to these 
markets. — GEORGE ARNOLD, director of 
marketing and client relations, CBS Radio 
Spot Sales, New York. 

Congratulations on the fine Com- 
mercial Commentary "Parties, 
pitches, and prizes" in the 2ti 
August issue. 

I am sure that if you continue 
tins kind of commentary it'll keep 
all of us in broadcasting much 
more alert to the job that we 
should do and that is to pa) atten- 
tion to our business— ALBERT GILLEN, 
general sales manager, WPR0 TV. Providence. 



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 



C. R PERSONS, JR., General Manager 

SPONSOR/8 October 196 


Top of the news 

in tv/radio advertising 

8 October 1962 


It would be hard to recall when air media has gone through as intensely ex- 
citing a week on the special events front as it did last week. The sequence — 
the Mississippi U. upheaval, the Giant-Dodger playoff, the Schirra orbit, the 
World Series — probably commanded for tv and radio a record atidience for 
any one week. It was also a week which saw NBC TV virtually carrying two 
programs simultaneously (the playoff and the space shoot) , unprecedented 
paper work for affiliates in terms of preemptions, rebates and makegoods, 
and a strenuous work out for transistors. 


Isodine Pharmacal's line of cough remedies has been rounded out with the 
addition of Thorexin cough medicine bought from Gillette Laboratories. 
North continues as agency for the $1 million account and spot tv as the main 
stay of media activity. 


You've got to be on your toes to keep track of all the activity at Warner-Lam- 
bert these days. Latest development at the drug firm is the merger of Ameri- 
can Chicle, a hefty tv user ($2.5 million in spot last year and $4 million in 
network) . The amalgamation adds another breath sweetener to W-L's line, 
American Chicle's Clorets (Bates) , to compete with W-L's own Listerine ($5 
million) just assigned to JWT. 


There was good news for radio last week, with the release of the Nielsen Ra- 
dio Index Battery Portable Report. Major upbeat note: the overall level of 
radio usage remained at slightly over 20 hours Aveekly per radio home, sub- 
stantially the same as winter levels. Dramatic shifts were noted in the shares 
contributed to the total by plug-in and portable listening. Plug-in usage 
dropped to nine hours and 32 minutes and battery portable listening soared 
to six hours, 30 minutes, up 49% over winter levels. 


The expulsion of four radio stations from the Code was recommended by the 
Radio Code Board of the NAB, part of a new get tough policy. The move 
followed monitoring which disclosed that the lour were carrying Preparation 
H (Bates) hemorrhoidal remedy commercials, a Code taboo. Nine other 
stations resigned to avoid the action, while 21 other stations cancelled or re- 
fused schedules for such advertising. Final action will be taken by the Radio 
Board of Directors on 16 January. 


The second pay tv system in the U. S. got an FCC go-ahead last week. Au- 
thority was granted to Gotham Broadcasting, owners of K.TVR, Denver, and 
the Macfadden-Bartell Corp. to conduct a three-year test in the city. Tele- 
globe Pay-TV Systems of New York owns one-third of the new corporation. 

3NS0R/8 October 1962 15 


Top of the news 

in tv/radio advertising 



Traditionally a print media advertiser, the B.V.D. company is hurtling into 
spot radio with hefty saturation schedules this last quarter. The play for the 
medium: 8,000 one-minute commercials on 31 radio stations in New Eng- 
land, New York, Pennsylvania, Ohio, Illinois, Indiana and Michigan. The 
regional radio saturation technique is not only unique for B.V.D. It's a rare 
occurrence in the men's and boys' wear field. 


Documenting the major commercial inroads made by fm, United Airlines 
(Ayer) last week launched an eight-week campaign of 490 spots a week on 
multi-stations in New York, Chicago, Los Angeles and San Francisco. The 
buy, made via FM Group Sales Inc., marks the first such extensive use of fm 
by a domestic airline. Also making news on the fm front last week was Am- 
pex (Cunningham & Walsh) which kicked-off with 26-week multiplex stereo 
programs in 10 markets, for a total of three half-hours a week. 


Chairman of the board Rosser Reeves sprung a most fitting curtain closer for 
the four-day Paris Seminar of top brass in Ted Bates' associated European 
agencies. It was the announcement launching Ted Bates Werbegesellschaft 
mbh, Frankfurt, West Germany. The new agency will be headed by Robert 
P. Eaton, general manager, and Fritz K. Wolff, creative director. It's starting 
out with about $3 million in billings. 


The ABC Radio Representatives setup, just founded by ABC Radio Network, 
will serve strictly as a sales force for the network's regionals. There is no con- 
nection between ABC Radio Representatives and the representation of the 
ABC Radio o&o's, which is the concern of Blair, Eastman and Katz. 


Procter & Gamble poured $31,972,300 into spot tv the first half of the year, 
according to TvB-Rorabaugh figures. This is a 12% increase over the first six 
months of 1961. Figuring heavily in the hypoed budgets were the introduc- 
tion of Salvo and Crisco Oil. (For more on this see SPONSOR-SCOPE, page 


All three tv networks posted healthy billings gains in August. The total for 
the month was $64,274,198, up 16% over $55,385,728 in August, 1961. Cumu- 
lative total for the year is running 12.7% over 196 1 's billings, at $516,443,077. 
Advertiser interest in daytime tv continues to pace the 1962 upbeat network 
billings picture. 

16 SPONSOR/8 October 1 96& 

a statement of 



(Television in Western New England) 

by William L Putnam 

Ten years ago right about now we com- 
menced clearing the trees where our studios 
and transmitter are located at the Springfield 
television station (that's WWLP for the benefit 
of those who haven't been here). 

In the years since then we feel rightly that 
we have established one of the best known broad- 
casting outlets in this nation. We have done this 
by diligent work. (The good Lord and a few 
others as well know that UHF television 
hasn't been blessed with much luck.) 

We have managed to stay in business for 
these ten years by virtue of two policies. . . . 
We have always tried to do our best by our 
viewers, no matter what the cost. . . . And we 
have always tried to do our best for our ad- 
vertisers, no matter what the budget. 

But of these two, the first is always foremost. 

Represented nationally by HOLLINGBERY 

ONSOR/8 October 1962 



Top of the news 

in tv/radio advertising 



Gulf Oil (Y8cR) gave NBC TV the green light last week on the renewal of 
"Instant News Specials" and the one-shot "Projection '63" set for 6 January. 
With the nod from Gulf, the big five in gasoline-oil distribution have net- 
work tv going for them. The others: Mobil (Bates), Texaco (B&B) , Shell 
(OBM) , and Humble (McC-E.) 


On the heels of dramatic unveilings of high-powered computers by agencies 
like Y&R and BBDO (see 1 October SPONSOR-WEEK) , Benton & Bowles 
gave the ARF a progress report on its experiments in the area. Senior v.p. 
Richard F. Casey criticized agencies for placing too much emphasis on the 
marvels of the machines themselves rather than what's going into them. He 
stressed B&B's search for the long-term place of computers in advertising and 
especially the proper "people element." 


Walter Schirra had little on the sales departments of NBC TV and radio last 
week, as they faced a count down all their own. In the 21 hours after the close 
of the Los Angeles-St. Louis game, the tv network picked up 10 sponsors for 
the play off series and NBC Radio signed Schlitz just 55 minutes before the 
first game. (For story, see page 36.) 


Those keeping track of recent developments in the ABC selling setup should 
make a note of this: the group formed last year to represent the five ABC TV 
o&o's has changed its corporate title from ABC TV National Station Sales to 
ABC Television Spot Sales, Inc. The reason: it's a more natural and conven- 
ient way of referring to the organization. 


On 14 October, Storer's WHN becomes the third New York flagship station 
of the Mutual Broadcasting System in less than a year and a half. MBS affili- 
ated WINS in August of last year after the loss of its charter outlet WOR. 
This latest peregrination was precipitated by the Westinghouse Broadcasting 
takeover of WINS. 


Making one of its most extensive network tv buys in its nine years in the 
medium, A. E. Staley Manufacturing has swung the bulk of its business over 
to NBC TV. The order, via Erwin Wasey, R&:R, is for the "Tonight" show 
and four daytimers. 

SPONSOR-WEEK continued on page 58 

18 SPONSOR/8 October 19621 




['this side of card is for address 1 ) 

Dream House 
VIP Radio 
19th & Walnut 
Philadelphia 3, Pa. 

The 1,199,000 cent post card 

The post card above represents the winning- 
entry in wip radio's "Dream House" promotion 
and brought Mr. Joseph Venuto and family a 
spanking new home worth $11,990. 

Even more significant, this post card was just 
one among an astonishing 113,069 entries re- 
ceived by WIP in just four weeks. 

Berkeley Shore Estates— the Bayville, New 
Jersey Home Developer that tied-in with the 
promotion — puts an equally high dollar-and- 
cents value on this effort. Berkeley Shore Es- 
tates had advertised in Philadelphia newspa- 

pers with no noticeable results. Soon after the 
"Dream House" promotion started on wip, the 
company observed a sharp increase in prospects 
from Philadelphia and South New Jersey areas. 
And now, according to Berkeley Shore Estates' 
Sales Director, Pat Bosco : "We plan an inten- 
sive advertising campaign on wip." 

You'll find it makes good sense (and dollars) 
to include WIP in your future selling efforts, 
and for this reason : nice things happen to 
people who listen to (and advertise on) WIP— 
Philadelphia's Pioneer Radio Station. 

WIP/610, Philadelphia 


'ONSOR/8 October 1962 19 


Pardon us, but we have to 
blow our own horn because 
of the great stations we 
represent. Metro Broadcast 
Sales represents a select 
group of major stations in 
major markets. Our 
salesmen are experienced 
and know the product 
they have to sell. They 

stand ready to serve 
your every marketing 
and media need. 





























Sales Management 

Survey of Buying Power — 1961 


50,000 Watts AM, 1140 KC 

200,000 Watts FM, 94.5 MC 

Richmond, Virginia 

1 ■ r.i m 1 


1 CODE 1 

National Representative: 


by John E. McMillin 

The Case of the Saleable Flop 

"Don't you ever dare to say another word 
against Newton Minow," snorted my wife, kick- 
ing the coffee table in a spasm of feminine fury. 

"Don't you ever defend the networks to me," 
she went on relentlessly. "After looking at cheap, 
disgusting trash like that, I think Mr. Minow is 
entirely right. And don't you be mean to him." 

Are you listening, Newton? 

The immediate cause of this domestic explo- 
sion was the opening episode of The Virginian which Joe Csida re- 
viewed here last week. 

But we had been building up to it by watching the season pre- 
mieres of a couple of other tv turkeys, Sam Benedict and Saints and 
Sinners, and my wife, whose boiling point is amiably low, and who 
thinks I've been much too tough on the FCC Chairman ("He's really 
a very nice man") had reached the end of her patience. 

"Who do they think they are," she demanded, "insulting the pub- 
lic like that?" 

The "they" in this case was NBC which carried all three shows, 
but it could have been any of the networks, and what I tried to say 
in behalf of Mssrs. Sarnoff, Kintner, Adams, Werner et al, would 
have to be said, on other occasions, about CBS or ABC. 

No, I told her patiently, they are not dumb, they are not stupid, 
they are not vicious, they are not unprincipled, they are not deliber- 
ately trying to insult you, and they don't purposely set out to put on 
poor shows. 

"Well then, what's the matter with them?" she sneered. 

No cultural Carrie Nation 

Perhaps at this point, I ought to explain that my wife is no cul- 
tural Carrie Nation, determined to impose high brow tastes on a 
reluctant public with a flaming intellectual hatchet. 

Her own list of tv favorites reads like a Nielsen honor roll — Casey, 
Kildare, The Defenders, Wagon Train, Gunsmoke, Have Gun, Garry 
Moore, and she dotes on such diverse stars as Carol Burnett, Hunt 
and Brink, Mickey Mantle, Arnold Palmer (she loathes Jack Nick- 
laus) , Leonard Bernstein, and Paul Niven. 

In fact, it is the very orthodoxy of her tv tastes which makes her 
so hard to answer. How do you explain to such a critic? 

Why is it that year after year so many mediocre new shows are 
scheduled in prime evening time, and face inevitable doom? 

My own best explanation is what I call the "Theory of the Saleable 
Flop," and it is known to most of us inside, but few outside the 

Briefly, it's this: before any show gets on the air it must be sold — 
to producers, networks, stations, agencies, and advertisers. And the 
qualities which make a show saleable are seldom the qualities which 
make it good, solid, or popular. 

In fact, the more promotable a new show is, the more suspicious 
of it you should be. 

Two and a half years ago I sat in Chicago and listened as Henry 
(Please turn to page 30) 


SPONSOR/8 October 1962 



Pat Boone, Terry Moore 

Janet Gaynor 

Cary Grant, 
Jayne Mansfield 


Rosalind Russell, 

Forrest Tucker, Peggy Cass 

Tab Hunter, Gwen Verdon, 
Ray Walston 

Broadway from 20th Century Fox in: 


Clifton Webb, Joan Bennett, and Robert Cummings 

CHICKEN EVERY SUNDAY-starring Dan Dailey 
and Celeste Holm, and many more top hits contained 
in Volume 4's 40 great "Films of the 50's." 

Broadway from Warner Bros, in: 


Doris Day, John Raitt and Carol Haney 

THE BAD SEED-starring 

Nancy Kelly, Patty McCormack, and Eileen Heckart 


Andy Griffith, Nick Adams, and Myron McCormick 

and many more top hits contained in 

Volume 5's 53 great "Films of the 50's." 


Seven Arts Volumes 4 & 5 have everything- 
everything to please your audiences— top stars- 
top stories-top directors-they're all in Seven Arts' 
"Films of the 50's""Money Makers of the 60's" 
Volumes 4 & 5 now available from Seven Arts. 




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 92855 

LOS ANGELES: 3562 Royal Woods Drive STate 8 8276 

TORONTO. ONTARIO: 11 Adelaide St. West • EMpire 4-7193 

For list of TV stations programming Seven Arts' "Films of 
the 50's" see Third Cover SROS (Spot TV Rates and Data) 
Individual feature prices upon request. 

it took a lot of guts to kick $150,000 billing off the station 

We could have let those dollars 
keep rolling in a little longer, say 
another fiscal year. 

It's always easier to put off 
any major policy decision. Espe- 
cially if it seriously affects 
station revenue. 

Trouble is we've got a bunch of 
hard heads in the front office 
with strong notions on what our 
audience does and does not want 
to hear. Unfortunately, most of 
the 150 thou was in the latter 

So we kicked it off. 

And started replacing the 
money almost immediately. 
Because we replaced order- 
taking with ideas. Ideas that 
attracted a flock of new adver- 
tisers and their agencies. Ideas 
that came full circle in a new 

broadcast concept. A new format 
that made us (yes) unique in the 
Dallas-Ft. Worth market. 

But that's another story. It 

deserves to be told another time. 

Watch for "Which comes first 

-the programming or the 



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


SPONSOR/8 October 196 



8 OCTOBER 1962 / Copyright 1962 


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

Belittlers of tv advertising, particularly those who hleat ahout the flight of busi- 
ness from the medium, ought to get themselves posted on the actual facts. 

For instance, on the total number of advertisers in network tv from year to year. 

Here's a comparative count of the number of sponsors listed in the first Sep- 
tember Report of Nielsen's Tv Index for the past three years: 1960, 147; 1961, 
151; 1962, 178. 

Did you know that rep salesmen have among themselves composed a list of elite 
spot agencies which they refer to as "swingin shops"? 

They define such shops as places where the spot tv volume is great and where after 
availabilities are submitted they can get a quick presentation and answer. 

The list: Bates, Benton & Bowles, Compton, JWT, Grey, BBDO and D-F-S. 

Colgate last week went on a tv cutback romp, affecting the fourth quarter, in 
an effort, so it was said, to give a little more substance to the year's profits. 

The rush to save involved: (ll asking the tv networks to see what they can do about 
disposing of a lot of nighttime commercial minutes which Colgate has under com- 
mittment for the balance of the last quarter; (2) cancellation of spot outlays for Fab, 
Colgate Dental Cream, and slicing of schedules in selected markets on Dynamo. 

It may be a couple weeks too early to reflect on Madison Avenue's general re- 
action to the network's new fall tv fare, but there's one broad comment from that 
sector that's worthy of marking down at this time. 

The observation: regardless of the quality of the material emanating from the Hollywood 
film lines, you can't sell short a season which offers so many live variety programs, 
with virtually all of them headed by conspicuously successful personalities. 

If nothing else does, the observation continues, this collection of programing will in- 
vest the schedules with an excitement that the business hasn't had in years. 

Also pointed out is this: in view of the turbulence and problems involved on both the in- 
ternational and domestic news front, the informational-public affairs programing will 
probably set new levels of quality in reporting and production. 

Nielsen's putting a bigger foot forward than ever in the contest of demographic 
data packages among the tv rating services. 

Its new ball of socio-economic wax is due out in December and will cover the October- 
November period. There'll be five such breakouts. 

The emphasis will be on people and include such information as specific age break- 
downs by not only key viewers but teenagers, housewives, all on a time viewed basis. 
It will be geared to the audience reached by the individual advertiser. 

General Mills' cereal division will expand its three-fifths support of the Rocky 
& His Friends cartoon strip in 70 markets by January first. 
Eventually the list will be up to around 100 markets. 
The 15-minute episodes are spotted within the stations' kid programing. 

Price Waterhouse hasn't got around yet to compiling an estimate of na- 
tional and regional spot radio billings for the first six months of 1962, but if you 
want to make a guess you probably won't go far wrong if you peg it $99,600,000. 

That would put the margin of increase between 5-6% over 1961's first half. 

JNSOR/8 October 1962 




P&G, like General Foods, gave spot tv a bigger ride the first six months of 
this year than the like period of 1961, with the increase coming to 12%. 

Where spot got its hefty shot from P&G was the initial quarter, the expenditure this 
time running $15,528,700 against $12,167,300 for last year. 

Largely accounting for the 36 '/< difference were the introduction of Salvo and Crisco Oil. 

The half-year P&G spot billings, as reported by TvB-Rorabaugh, were $31,972,- 
300 as against $28,586,000 for January-June of 1961. Network billings were 
roughly the same. 

A current speculation in the household cleanser field is how soon P&G's Mr. 
Clean will mount its competitive counterattack against Colgate's Ajax APC. 

It is assumed that Cincinnati has already drawn up its strategy plan, but the questions 
raised are: 1 1) how extensive will the tv blast be in spot and network? (2 I will there 
be newly minted commercials? I 3 ) is another splurge of sampling on the way? 

Mr. Clean is roughly estimated to have spent about $11 million in tv last year, three and 
a half of it going to spot. 

It may be to Young & Rubicam's advantage to invite reps to a presentation of 
the agency's new computer system for media selection, which it unveiled to the 
tradepress the week before. 

The reps have some conceptions about the computer system's impact on buying that could 
be changed in the agency's favor. 

It is by now no secret to Y&R that some of the major reps feel that by its meth- 
od of doing spot tv business the agency has undervalued their role as a bridge be- 
tween the buyer and the station. 

Another gripe: Y&R doesn't know, or doesn't want to know, the selling business 
and hence is letting itself be outmaneuvered by other important spot agencies when it 
comes to the relaying of information on the latest availabilities. 

Note the reps significantly : after all 60% of the station's revenue comes through 
the reps. 

To a rep salesman the motivation of a timebuyer often defies logic, but there's 
one angle of behavior that sophisticated salesmen say floors them completely : it's 
the issuing in September of cancellations based on June ratings. 

How, the rep will ask, can the buyer use this yardstick sensibly when he knows that 
the ratings along with sets-in-use will go up in October and that the spots he picks up 
as subs for the cancellations may not turn out as equally efficient? 

Another buyer practice that frequently has the salesman talking to himself in exaspera- 
tion: basing fall chainbreak buys on last March's ratings and sets-in-use when the 
buyer knows, or should know, that network scheduling undergoes the beginning of 
each season a turnover of at least 60%. 

Veteran repmen estimate that anywhere from 80% to 90% of the fall buying is in- 
fluenced by these March ratings. 

The Disney spot tv exploitation budget, worth last year about $1 million, has 
quietly slipped away from the national branch of the medium. 

The film company is using its spot tv budget as a co-op tool with exhibitors, permit- 
ting them to use it in their own locality. 

When the budget was handled out of one buying source the station list ran as 
high as 250. 

The switch to co-op constitutes a victory for the sales management of Disney's dis- 
tribution arm, Buena Vista. Top management had preferred direct control over buying. 





To keep the record up-to-date SPONSOR-SCOPE has done a revamp on the ra- 
tio of nighttime spot carriers on the tv networks this fall. 

The upshot of this analysis, which may surprise sou: in terms of hours of program- 
ing the share of spot carriers, as compared to single sponsorships and alternate week spon- 
sorship, is ahout the same as it was last fall. The percentage this fall is 53%. 

Here's the hreakdown of relative hours with the time hrackets Sunday 6:30 p.m. to 
11 p.m. and weekdays 7:30 to 11 p.m.: 


ABC TV 3V 2 (14%) 3y 2 (14%) 

CBS TV 3V 2 112', 1 13 J 54', 1 

NBC TV 4 (16', 1 71/2 130'/,' I 

Total 11 (15%) 24 (32%) 



18 I 72' , 1 


8 (34S, 1 


13 154', i 


39 (53%) 


ABC TV's nighttime advertiser schedule has a characteristic all its own: it's 
loaded with regional lineups. 

The network admits it's got a lot more regional commitments than it had the year be- 
fore, but won't specify the number that now prevails. 

What it does divulge is that it's made it heaps easier for small advertisers to 
come in under the network umbrella. Last week's recruit was Ballantine Beer, which 
picked up participations in four shows for around 30 markets. 

Immersed in all this is an economic philosophy as voiced by the network's sales promo- 
tion department: it can make more money from regionals than from selling complete 

Credit NBC TV with innovating a new low in participation units for a special 

It's now selling the election returns in one-twelfth sponsorships. Two takers of this 
ratio are Block Drug and Carter Products. 

The pair will be entitled to at least two commercial minutes during the course of 
the marathon which will run from 7 p.m. to the wee hours of the next day. 

Still on tap for sale are four twelfths. 

From reports simmering in to reps, tv stations are going to find it tougher 
than ever to fit in the requirements of political candidates. 

Rather than sell time in bits and pieces, some station operators would prefer that 
the candidates get together and stage some form of debate, with the series distributed 
among the local stations on a basis of public service. 

One way out of the dilemma that's become quite common among stations: making avail- 
able the last five minutes of the early and late evening features and selling spots in 
local programing in time preempted from the networks for the season. 

Talking about such prime time preemptions, reps report they've never seen so much 
local programing in double A time and that ihe cutouts from network scheduling 
are as numerous in the secondary markets as they are in the major markets. 

Network radio may be back in the teenage-appeal market, something which in 
recent years has been pretty much a local radio commodity — like Coca-Cola peren- 
nially using disc jockey programs in well over 100 markets. 

The account that's contemplating that teenage market via a network is the 
American Dairy Association. 

The ADA via Compton has asked the networks about making available time for a 
weekly late afternoon or early evening show which would be headed up by Rickev 
Nelson or Fabian, say. the beginning of spring. 

Product emphasis: milk and ice cream. 

PONSOR 8 ocTOHF.R 1962 




Radio might jot this one down as quite a coup for the medium, particularly in 
view of the fact it involves the suburhan audience. 

Wanamaker's Westchester, N.Y., department store has assumed the sponsorship 
of news on the hour, throughout the day and throughout the week on the Tribune's 
two stations in that county, WVIP and WVOX. 

Wanamaker's approach: we take it all or nothing. 

It will be recalled that the chain's founder, John Wanamaker, was the first retail 
merchant in America to buy page newspaper ads on a regular basis. 

It appears that the only program type last season that made any real advance 
in popularity over the previous season was the anthology drama. 

The two categories that didn't do so well comparatively were quiz and audience par- 
ticipation shows and news-informational programs. 

Here's how the classifications stacked up for the two seasons, using the March-April 
NTI's as indices: 







AVG. % 



AVG. % 


General drama 














Situation comedy 





















Variety, musicals 







Quiz-Aud. partic. 







News, informational 







*Tv homes base 49.0 million; **Tv homes base was 46.9 million. 

P&G apparently meant business when it recently took the position that it would 
not abide by rate increases from U.S. tv stations that in any way based the hike on 
Canadian coverage. 

The account has cancelled about $2,000 worth of business on one such station. 
(What- with the tight availability situation that exists in that market, the abandoned spots 
were immediately sold elsewhere.) 

What P&G seems to be bent on in such cases is to establish this premise: the 
advertising done on this side of the border has nothing to do with its Canadian op- 
eration. A brand sold in the U.S. may carry the same name in Canada, 'but due to differ- 
ent drug and food laws there the ingredients of the product may differ and hence 
require a different copy platform. 

Cited as an instance is Gleem. P&G was in the Canadian market long before it got on 
to the theme about people not being able to brush after every meal. Colgate in Canada 
quickly picked up the phrase when it was introduced over here, which barred Gleem 
from exploiting it in the Dominion. 


When the SRA gets around to considering its next timebuyer awards it might be 
mete to give a thought to a rather forgotten man: media director, Rudy Klagstad, 
of the Monroe Dreher agency. 

Here's a fellow who in his rather methodical and unruffled way dishes out millions of 
dollars yearly (in 1961 TvB had it at $4.5 million) in behalf of the Avon cos- 
metic spot tv domain. 

You don't see much about Klagstad in the tradeprints, but his grasp of the art of buy- 
ing plus his courtly manner has made quite an impression on the sellers. 


^ound one: WRAL-TV announces change to ABC 
'elevision, effective August 1. Round two: Switch is 
nade and ARB study of Raleigh Durham metro audi- 
ence is authorized. Round three: WRAL-TV the winner! 
\RB telephone coincidental reports WRAL-TV the dom- 
nant station with king-sized 49 % sh are of audie nce. 

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 


Data Source: Raleigh-Durham ARB Nighttime 
Telephone Coincidental August 15-21. 1962 



It's probably possible to get another 
television signal in this market, but 
most people apparently don't bother. 
Metro share in prime time is 90%, 
and homes delivered top those of any 
other station sharing the other 10%. 
{ARB, March, 1962) Your big buy for 
North Florida, South 
Georgia, and Southeast 
Alabama is 

big buy tor 






f. Kaiser, Spyrous Skouras, and Ollie Treyz whipped themselves, and 
an ABC affiliates meeting into an orgy of enthusiasm for the upcom- 
ing Hong Kong. 

What glamor! What excitement! What romance! The inscru 
table East! The unfathomable Orient! Slant-eyed maidens in slit 
silk gowns! Love, death, intrigue in the world's most mysterious city! 

All of which, of course, was pure promotional hogwash. Hong 
Kong was going to succeed only if it had superior scripts, direction 
and casting — not for its idea or glamorous locale. It didn't have — 
and so it flopped, despite the high-powered ballyhoo. 

I've found it absolutely amazing that hard-boiled business men 
(including broadcasters and advertisers) are so often mesmerized 
into program misjudgment by promotional gimmicks and formulas. 

Years ago, for instance, I was called in to try to save the Philco 
Corporation from a costly radio disaster, The Philco Hall of Fame. 

The Philco boys, in their innocence, had been sold a dreadful bill 
of goods, an expensive hour of "top talent recommended by the 
foremost authorities in show business" — the editors of Variety and 
the William Morris office (each got a $500 weekly "consulting fee") . 

There was no saving the show — it had no program guts — but 
Philco was disconsolate. "It was such a great idea — and we could 
put out a line of Hall of Fame Radios." 

Chicanery in Cincinnati 

On another occasion, I was named account man on Peter Paul, 
just after the Naugatuck candy company had fallen for a sales pitch 
for a tv version of Buck Rogers. 

It was pitiful to see how they had been taken in by the network 
arguments ("most popular comic strip in the U. S. — umpteen mil- 
lion readers, etc.") and how little they understood that popularity in 
another medium means nothing in broadcast programing. 

Yet these are the type of spurious arguments by which programs 
are sold and, lacking these phony reasons, are often unsaleable. 

Last year, for instance, a lot of NBC TV stations refused to carry 
the new show Hazel because they thought a show built around a 
maid "could never be popular." How wrong they were! 

The only way I know to beat the fallacy of the Saleable Flop is 
the kind of chicanery Bill Ramsey and I pulled once on P&G. 

Bill, then P&G's radio chief, and I wanted to buy a new daytime 
show by Irna Phillips, most successful of serial writers. 

When her sample scripts came in, Bill called me. "You and I know 
this is great daytime radio," he said, "solid, slow-paced emotional i 
conflicts, and real characters. But it isn't what my people think a| 
serial ought to be. What do we do?" 

What we did was have Irna write a hair-raising, cliff-hanging fire 
and-rescue script, which we auditioned for Cincinnati. 

"Great stuff," said P&G management. "Great stuff," echoed the 
P&G brand men. "But can you keep it up?" 

We assured them (what barefaced liars!) that we could. With 
their blessing, we bought Gniding Light and watched it zoom quick- 
ly up to the top of the ratings. 

But we were smart. We threw that damned audition script ;n\a\ 
and never used it. It was just a lousy, saleable, program. 

What the P&G brass didn't know didn't hurt: it helped them! # 


SPONSOR/8 October 1962 







Crosley Broadcasting Corporation 

iP0NS0R/8 October 1962 











- B^p 

"Nice looking car, Jimmy. Who bought it for you?" Probably his father in the background ... one of the 
nation's adults, who receive and control 98 r 'c of the U.S. income. WBT, for over 20 years the Charlotte 
radio station with the biggest general audience, also has the highest percentage of adult listeners. They 
turn to WBT because of responsible programming, outstanding service and fine entertainment. In the 
WBT 48-county basic area, adults receive and control most of the $2,690,786,000 worth of spending money. 
If you want to make more sales for your clients, clearly the radio station to specify is the one that reaches 
more of the adult listeners... WBT RADIO CHARLOTTE. Represented nationally by John Blair & Company 

Jefferson Standard Broadcasting Company 

Source: U. S. Dept. of Commerce & Nielsen Coverage Service Number Two and Sales Management's Survey of Buying Power, 1960 


8 OCTOBER 1962 

Timebuying: 10 big changes 

Agency buying policies in transition 
Increase in facts and figures a factor 
Metro tv markets cause changes 
Computers free media men for planning 

That timebuying has changed, 
no one will deny. But how it 
has changed, and why, depends on 
who is answering the questions. 
For what is one man's meat is 
another's matzoh balls; and what is 
one gal's salad is another's stew. 
The old pro, with a chestful of 

campaign ribbons dating back to 
the heyday of radio, says, "It's a 
slide rule business now, with the 
timebuyer under the thumb of the 
media department and unable to 
exercise any judgment." 

A not-so-old pro, with more tv 
service stripes, says, "Timebuying 

today is like ordering dinner by 
reading the righthand side of the 
menu, the pricelist. You buy what 
the budget dictates not what your 
appetite wauls. And today with so 
many station and markets to be 
looked at, you rarely get real hun- 


Another veteran campaigner, 
younger but with more than 10 
years on the buying line, agrees 
that "numbers are the criteria to- 
day." And then explains, "because 
the cost factor is so much more 
critical than it used to be. Client 
competition for the consumer dol- 
lar is so keen we have to watch 
the c-p-m's. This makes timebuy- 

Nie computer: in industry and now in media 
iharles H. Brower, BBDO president, and T. C. Dillon. 
jeneral manager, at the agency's new computer which will 
•roduce in minutes, answers people require days to provide 

Before the computer: a potful of paperwork 
Some o! tin paperwork the computer will now do. and do 
faster, and so free timebuyers to spend more time on such 
activities as more definitive data for market selection 

P0NS0R/8 OCTOBER 1962 


ing much more demanding but it's 
also that much more satisfying and 

Each timebuyer answer was in- 
fluenced by the number of years 
in the business and by the opera- 
tion of the agency where the buy- 
ing was done. The older cam- 
paigners remember when they pio- 
neered radio sales by going direct 
to the account executive or client 
advertising manager and "nuts to 

"Timebuying today is like order- 
ing dinner from the righthand side 
of the menu. You buy what the 
budget dictates not what your 
appetite wants." 

the print people." 

Others take sotto-voce umbrage 
at having to justify their buys and 
substantiate their suggestions by 
comparative cums and c-p-m's. 
They point to such coups as Les- 
toil's original late-night spot buys 
as an example of what can no long- 
er happen. 

And then there are the second 
generation buyers, who saw their 
departments blossom as video bill- 
ing boomed, that welcomed the 
challenge of competing directly 
against other media. These sea- 
soned troupers get their creative 
kicks out of applying the definitive 
data provided by the researchers 
toward devising a smarter buy. 
They also know that "In the old 
days a timebuyer might, if lucky, 
become a broadcast v. p. but most- 
ly that was an area reserved for 
program and production people. 
Today we have all of media to pro- 
mote into." 

But all of them, whatever their 
seniority, agree on the how and the 
why the timebuying business has 
changed. And so do the reps; al- 
though the reps tend to be much 
more critical in direct ratio to their 
effectiveness as time sellers. The 
10 changes in buying, as they see 
it, are: 

1. The increase in facts and fig- 
ures, definitive facts, keyed less to 

ratings and more to c-p-m in terms 
of reach and frequency, i.e., what 
percentage of the tv audience in 
that market does the client have as 
an objective and how frequently 
shall we expose our commercial? 

2. Rise of the tv metro market, 
and decline of the standard one. 

3. The end of the 'prestige' sta- 
tion buys, i.e., no longer does the 
ad manager or sales director say, 
"Be sure to use channel XX in the 
hometown. The president, or the 
chairman, always watches it." 

4. The burgeoning of network 
participations. Three years ago, the 
fad was for full or alternate spon- 
sorship of network programs. 

5. The development of the cor- 
porate 'pool' buy, i.e., with corpor- 
ate mergers and product expansion 
the major soap and drug com- 
panies are now able to buy prime 
spots that can be used throughout 
the year by various products— and 
so earn maximum discounts. 

6. The growth of 'plan' buys, 
i.e., with the 6-plan or 8-plan, etc., 
you get a lot more impact for a few 
more dollars. Developed by the 
stations and the reps. 

7. The demise of 'tonnage' buys, 
i.e., the station sales manager, in 
search of instant billing, would sell 
tons of time to deliver the required 
total of rating points to get the 
dollars needed by the station. The 
rate card always went out the win- 
dow on tonnage deals. Today buy- 
ers want reach and frequency with- 
in a week, not three or four weeks. 

"Numbers are the criterion today 
because costs are so much more 
critical. Client competition for 
the consumer dollar is so keen we 
have to watch the c-p-m's." 

8. The combination buy, i.e., a 
rep combines two or more stations 
in adjacent markets or areas to cre- 
ate one larger and more important 
market. These are sold with one 
set of avails, one order, one con- 

9. The end of buying in a vac- 
uum, i.e., telling the buyer what 

the client's objectives are, bringing 
buyers into client meetings. Most 
buyers spend more of their days 
listening to salesmen and trying to 
keep tabs on trends; more buyers 
firm up their schedules after 5 p.m. 

10. The coming of the computer 
to curtail the paperwork, free the 
media people for planning and re- 
duce the importance of and reli- 
ance on forms and formulas. 

Actually the use of the comput- 
er, as an aide in marketing and in 
timebuying, is indicative of the 
way timebuying has kept pace with 
the changes in business and in ad- 

In the early days of broadcast- 
ing, and in the days before that, 
the individual was the important 

"In the old days of broadcasting, 
a timebuyer could move out, rare- 
ly up. Today we have all of media 
to promote into." 

factor in business and in advertis- 
ing. Henry Ford was Ford Motors, 
Lou Wasey was Erwin-Wasey, there 
was a Barton at BBDO; and in j 
this individualistic environment 
the timebuyers also tended to be 
prima donnas. 

In those days the world was full 
of prima donnas. The businessmen 
were basically production men 
with a genius for turning out a 
lot of anything at a price. In those 
days the agency people were the 
selling men, had the touch of ge- 
nius that came up with the slogan, 
with the sales pitch, that sold the 
product that was mass produced. 

Then, as competition increased, 
the production genius was replaced 
by the financial expert and finally 
by the sales expert. And, as these 
people took over the reins of cor- 
porate business and industry, they 
insisted that their own staff of 
sales, marketing and advertising 
people be alert and knowledgeable. 
They insisted upon knowing more 
about their business than did the 
ad agency. 

Nuances, shadings, segments, bits 
and pieces became important to 


SPONSOR/8 October 1962 


the advertiser and to the agency. 
For the agency had to keep ahead 
of the client or lose him. 

And with all this transition both 

"The ultimate objective is still 
the same, to get there the fustest 
with the mustest." 

the client and the agency changed. 
The emphasis shifted from the in- 
dividual to the group or commit- 
tee. Today many of the old names 
remain but few of the individuals 
still hold the reins. 

Today, according to a number of 
upper echelon agency and client 
people, business is run about the 
Way a modern army operates. 
Roosevelt and Churchill set the ob- 
jectives, after consultation between 
and with the various military 
chiefs. Then the objective was 
turned over to the military for im- 

At that level the top general 
called in his generals and more 
meetings and discussions were held 
before the combat men got their 
orders. In the modern world of 
business and advertising the time- 
buyers are the combat team of the 
media division and all of them are 
part of a commercial marketing 

And, since that conflict never 
ends and is so intricate and in- 
volved, no one, two or three peo- 
iple can handle all the planning 
and work without assistance, ad- 
vice and administration. 

They had to have a staff, just as 
the military C-in-C has staff, and 
ithere came into being various eche- 
lons of timebuyers; and the bigger 

he agency the more echelons and 

he more bodies in each. 

The end objective is still the 
;ame, "to get there the fustest with 
|he mustest" but today the strategy 
is separated from the tactics and 

trategy evolves from knowledge. 
I his is where the computers come 

nto the media and buying picture, 
i Instead of people doing all the 

iguring and analyzing and com- 

iaring that precedes a decision, 

and doing it each time a new cam- 
paign is contemplated, the com- 
puter will store the information 
and provide it in minutes, rather 
than days, as it is needed. 

The machine will not decide, 
for example, that the campaign 
should be aimed at 'women be- 
tween 23-38 years of age' and at 
'families of at least five people.' 
But once that is decided the com- 
puter can, from the information 
within it, speedily provide the an- 
swers as to which medium is more 
economical, what size commercial 
to use in that medium, etc. 

It will still be up to the people 
in media, the time and space buy- 
ers, to keep aware of what is hap- 
pening in the combat zone and to 
keep feeding that information into 
the computer. 

Salesmen will still talk with and 
sell to buyers, and buyers will have 
more time to probe, study and 
search. The big change will come 
in the kind of information they 

want and need; no longer will it be 
ratings, coverage, homes. From 
here- on in, it may well be, "I low 
many formula-led babies?" or 
"How many women do their own 
nails?" or even "How many men 
with mustac hes?" 

For timebuying lias (hanged, is 
(hanging and will continue to 
change; just as the business of mak- 
ing, selling and living changes. 

The knack for deals. What has 
not changed is the knack of reps 
and station sales people for adapt- 
ing to the needs of the moment; 
and the better the pitchman the 
better his flair lor rinding the fig- 
ures or flavors required to make a 

Thus with the continued pus 
sure on lower c-p-m's has come a 
diversification of 'plan' buys that, 
in effect, wind-up being nothing 
more than a flexible rate card. Few 
contemporary stations and station 
execs will admit that they have a 
fluctuating rate card; technically, 

How timebuying has changed 

The increase in facts and figures. 

Rise of the tv metro marhet. 

The end of prestige hugs. 

The growth of netivorU participations. 

The corporate pool hug. 

The many and varied plan hugs. 

The demise of tonnage hugs. 

The coming of the combination hug. 

The end of buging in a vacuum. 
The computer. 

P0NS0R/8 October 1962 


we must grant, they are correct. 

But actually, by having so many 
'plan' buys, or package deals, they 
have a flexible rate card under an- 
other name. The original 'plan' 
was designed to get a premium 
price for a premium spot without 
driving the customer away; then it 
served to link a premium spot with 
a non-premium spot. 

But invariably the 'plan' buy 
was designed to get the advertiser 
on the station across-the-board, i.e., 
Monday-thru-Friday or Monday- 
ihru-Saturday schedules. Thus most 

plans were multiples of 5 or 6. 

With the current drive for 
c-p-m's, there came 'plans' as short 
as 3 spots and multiples thereof. 
Sales people justify this as typical 
of current spot being in a buyers 
market so they "have to give a lit- 
tle to get the business." The buy- 
ers explain it as "stations are so 
competitive we never know when a 
new package deal will show up in 
Standard Rate; we have to check 
rates whenever we make a buy." 

Nor has the advertiser lost his 
knack for getting full utilization of 

the time he buys. Thus there 
came the increase in piggyback 
commercials with more than one 
product being sold in the same 
time period without any attempt 
to integrate the multiple commer- 

One rep rap. Each of these, the 
plan and the piggyback, is an ir- 
ritant — one to the buyer, the other 
to the station or rep — but neither 
is a major factor. At least with 
the reps the big blast was against 
timebuyers not being permitted to 
(Please turn to page 52) 

Fast action sells Dodger-Giant games 

► NBC sales staffs on alert previous Sunday 

► Find 10 sponsors in just 21 hours 

► Schlitz radio copy arrives just in time 

Some fast and fancy work was 
afoot last week in the sales de- 
partments of NBC Radio and 
NBC TV. With the close of the 
Los Angeles-St. Louis baseball 
game last Sunday, the salesmen 
had just 21 hours to pick up spon- 
sors for the National League play- 
off series between Los Angeles and 
San Francisco. At the end of the 
stretch NBC TV wound up with 
10 advertisers and 60% sponsor- 
ship of the game, while NBC Radio 
signed Joseph Schlitz Brewing for 
one-quarter sponsorship of its 
broadcast just 55 minutes before 
the game. 

A tense Sunday. The networks 
were down to the wire before they 
even knew they had a show. Rich- 
ard McHugh, manager of NBC 
TV sports and special program 
sales, spent a tense Sunday in his 
living room, which was converted 
into a command post to keep 
abreast of the day's games. He 

followed the Giants' game via the 
Armed Forces Network's short wave 
broadcast, listened to radio and 
watched tv for bulletins on the 
progress of the Dodgers' game. 

When the Dodgers' game ended, 
a tv sales cliff-hanger began. 

McHugh immediately called 
prospective advertisers and alerted 
other members of the NBC sales 
force of the 21 -hour countdown. 

A four-way telephone conference 
was called at 9:30 p.m. Sunday. It 
was decided to sell the show on a 
participating basis. Early Monday 
morning the team arrived at NBC, 
which then became the "command 
post." All the Avhile they had to 
juggle sponsors' products to main- 
tain product protection. 

Some close calls. On the Schlitz 
buy, it was 14 minutes before the 
opening game when a messenger 
delivered the copy to Candlestick 
Park, San Francisco. For the tele- 
cast, a sale to Hills Brothers Coffee 

(N. W. Ayer) was completed at 
5 p.m. Monday, one hour after the 
first game started. A Hills com- 
mercial was on the air less than 
two hours later. On a later buy b 
Hormel Meats, the advertiser di 
n't have a tv commercial read 
BBDO and NBC combined effor 
to present a "live" commercial 

NBC Radio sold the followin 
advertisers for the second and thi 
games: E. I. duPont de Nemou 
(BBDO), Buick (McCann-Eric 
son) , Chemical Compounds (Stan 
dart fc O'Hern, Kansas City, Mo.) . 
and Studebaker Packard (D'Arcy) . 

In the 21 hours before the first 
game, NBC TV had signed thesi 
sponsors: Bristol-Myers (DCS&S) 
Schick (Norman, Craig & Kui 
mel) , Liggett & Myers (J. Walti 
Thompson) , Union Carbide Coi 
sumer Products (William Esty) 
Thomas Leeming (Esty) , Chei 
brough-Ponds (Esty) , Sterli 
Drug (Dancer-Fitzgerald-Sample) 
P. Ballantine (Esty) , and Kemp 
Insurance Group. 

In the next 24 hours, five add 
tional sponsors were signed, m 
ing the telecasts 93% sold: No: 
zema (DCS&S) , Block Drug (SSC 
B), Dodge (BBDO), Hills Bn 
Coffee (N. W. Ayer) , and Horm 
Meats (BBDO) . 


SPONSOR/8 October 196^ 

Adman 'shaping up' in Madison Avenue vineyards 

Among the leading employment agencies which specialize in filling positions in advertising is that run by Mrs. Betty /.. 
Corwin, seen here interviewing an applicant. Main job-hunters are not out of work, interviews show, but just looking' 

Situation wanted: advertising man 

► A look at the advertising job market today 

► Where do admen hunt for jobs? 

► 'Good' people are working— many shopping 

II here are the Loivens of yester- 
fj year? 

1 In order to find out where admen 
ave been going to get or fill jobs 
i the three years since Walter Low- 
n cleaned out his desk and sold his 
1-year collection of files to Jerry 
lelds Associates (then known as 
obs Unlimited) , sponsor inter- 
ewed a few employment agency 
ads in New York. 
Among those who found time to 
Ik were Fields, Mrs. Betty Z. Cor- 
n — both long recognized as lead- 
Is in the field — Mrs. Katherine S. 
Ik. who began to specialize in 

advertising four years ago, and Miss 
Jean Landeau, senior manager, 
Professional Placement Center of 
the N.Y. State Employment Service, 
11 1 Madison Ave. 

The views of the first three were 
similar in that the majority of job- 
seekers are already holding down a 
job but looking for something bet- 
ter. The agency chiefs also indi- 
cated that working with, and plac- 
ing the already employed is less 
arduous than working with the un- 

A second point of accord was thai 
there are many job opportunities 

outside New York for advertising 
people and non-creative radio and 
tv people. 

Fields, who advertises his agency 
as the largest of its type for adver- 
tising personnel, revealed that 
"85% of the people we place in 
jobs are people who are working." 

The three areas in which there is 
always a demand for experienced 
personnel, he said, are 1) tv com- 
mercial copywriters, 2) tv commer- 
cial art directors, and 3) tv com- 
mercial producers. 

Tv account execs are fairly scarce. 
Fields said, adding that he always 
has an eve open for "i\ account 
men who have been heavily budg- 
eted in programing. 

"Ad agencies can no longer con- 
tinue with merely adequate help," 
Fields went on. "They need superb 
craftsmen. A good, competent jour- 
neyman (especially a creative per- 

:3NS0R/8 October 1962 


Getting down to business 

Namesake head of Jerry Fields Associates gives minute attention to samples in an 
applicant's copy proof book. Fields also is in charge of copywriters' placement 

son) finds it hard to get jobs today, 
although most good people are 

Where is youth? Fields observed 
that "we don't see as many good, 
young people around as we'd like." 
Later on he said that "clients buy 
experience, not potential." 

Stating that things have leveled 
off ("the big money is not around") 
Fields pointed out that the floor 
has come up on salaries, while the 
ceiling has come down. 

"For instance," he explained, 
"the salaries used to run from 
about $7-8,000 a year to $25,000. 
The figure is now about $12 to 
$20,000." He said competition 
makes this possible; an employer 
would rather pay a little more for 
a better man in the lower slots, 
while at the same time being able 
to get a very good man for less in 
the higher brackets. 

Radio/tv station jobs. "Most of 
the available jobs on the station 
level," Fields said, "such as station 
managers, promotion managers, 
and news directors, are outside 
New York." 

He explained that these jobs are 
all handled by Miss Sherlee Barish, 
who is director of Broadcast Per- 
sonnel, a division of Jerry Fields 
Associates. Fields declared that the 
aim ol the division is "to try to be 
a national clearing house for broad- 
cast talent (radio and tv) at all 

Tv account executives and media 
and research people at all levels are 
processed by Bob Russell, executive 
placement manager, account and 
marketing division. Other depart- 
ments, such as art and copy, are 
headed up by other experienced 
people, including Fields, who have 
practical knowledge of the work. 

Mrs. Corwin, who heads her 
agency, said there is much demand 
for media people, because they, as 
a group, are always moving on to 
better jobs. She said there is also a 
"great demand for good, young cre- 
ative tv writers who have good 
visual sense for commercials." She 
accounts for part of the shortage 
of applicants in their mid-20s to the 
low birth rate during the depres- 
sion years. 

Fewer but better. "The agencies 
are doing away with mediocrity," 
Mrs. Corwin said. "They're hiring 
less people, but more efficient ones 
in the media, research, and copy 

"The days of the handshaking 
boys and drinking boys among the 
account men are gone," she con- 
tinued. "Today, companies only 
want people who can deliver the 

Later she added that "most of 
the old time account men who 
came up through traffic and pro- 
duction are being eased out and 
replaced by account men who are 
very strong in marketing or who 
are creative. 

"In many cases, agencies are 
bringing up strong marketing men 
from lower levels to replace them. 
Media background is very good to 

"All the good people are work- 
ing," Mrs. Corwin said. "When a! 
firm wants to fill a vacancy, or 
whatever, they give us a call and 
we know where to find them. 

Salary not everything. "How 
ever, most of the good men that 
make moves today are looking for 
proper inducements because they 
have seen so many men over 45 
thrown out. Bigger salary is noi 
always the determining incentive 
They want to get into stock insur 
ance plans and profit sharing, fo 

"One very important thing thes 
boys (agencies) have found out, 
Mrs. Corwin noted, "is that th! 
agency has got to be run like 
business — and has got to be run nc 
only by creative people, but b 
people who know business an 

Mrs. Corwin also said that the) 
are "a lot of opportunities out < 
New York, especially for writei 
ad managers, and marketing men 
Best cities to try, she said, are Br 
ton, Chicago, or in Minnesota > 
the Midwest; but not Los Angelc 

State's job search. At the N. 
State Professional Placement Ce 
ter, Miss Landeau disclosed th 
185 account executives and med 
buyers were in the active files jj 
(Please turn to page 52) 

SPONSOR/8 October 19! 

Humor breaks through for yogurt 

► Breakstone's yogurt sales up 100 ;, in 18 months 

► Humorous radio messages deliver impact 

► Emphasis on many flavors a success factor 


Iways leave 'em laughing" is 
an old showbiz hand-down 
which has been adhered to success- 
fully in many enterprises. When 
applied to advertising, there is a 
running debate on whether the re- 
sults of humor are effective. A re- 
cant vote for its effectiveness is a 
humorous radio campaign on be- 
half of Breakstone's Yogurt. In the 
18 months from December 1960 to 
June 1962, for instance, sales rose 
more than 100%. 

This doubling of sales, however, 
reflects only the first six months of 
this year's humorous campaign 
which was faced with the difficult 
challenge of following the amazing- 
ly successful 1961 campaign and 
sales rise (see chart) . 

But the steady climb began be- 
fore that, according to Jules Len- 
nard, vice president, marketing and 
merchandising, and account group 
supervisor at Mogul Williams & 
Saylor, Inc., the agency which han- 
dles the Breakstone account. 

"In 1960," Lennard said, "when 
we started our intensive advertis- 
ing program for Breakstone's Yo- 
gurt, our primary objective was to 
provide exposure for the Break- 
itone brand with a complete line 
• I yogurt. 

'Tor this, we used live copy with 
ocal radio personalities wherever 
possible. The basic appeal of our 
ommercials was directed at a broad 
egment of the market — all poten- 
ial consumers, that is — as part of 
»ur effort to obtain a share of the 
sisting market for yogurt and, 
iltimately, to expand it. 

Solidified gains in '61. "We 
broadened our marketing approach 
n 1961," Lennard went on, "and 

employed one-minute musical jin- 
gles designed to solidify Break- 
stone's position and to increase still 
further its share of the yogurt 

Ray Samuel, Breakstone's adver- 
tising and sales promotion director, 
picked up the background from 

"By 1962," Samuel continued, 
"we lelt thai our basic objective 
had been achieved. We then sei 
out to sell Breakstone's Yogurt with 
a completely new and different cre- 
ative approach for this product. 
The result was a radio campaign 
combining the humorous device of 
historical characters with a hard- 

P0NS0R/8 October 1962 


Perplexed Bard of Avon draws smiles 

Chuckling over display art built around 'Shakespeare' radio commercial are (1): 
Jules Lennard, MW&.-S v. p.. and Ray Samuel, Breakstone's ad and sales promo dir. 

hitting, attention-getting sales mes- 

50% of budget in radio. With 
50% of this year's total yogurt ad 
budget in radio, the minute com- 
mercials are aired on 19 stations in 
seven Breakstone markets: Boston- 
New Haven-Hartford, metropolitan 
New York, metropolitan Philadel- 
phia, metropolitan Washington, 
Tampa-St, Petersb urg-O r la n d o , 
and Miami-West Palm Beach-Ft. 

The messages, which began in 
January and are scheduled to con- 
clude 10 December, are aired on 
an average of about 25-30 times a 
week in each market (although 
there was a two-month hiatus in 
each market) . The commercials are 
usually heard on adult programs 
from 8 a.m. to noon. 

"We appeal to the kids' market 
through moms," Lennard said, "by 
pointing out that yogurt, especially 
with the flavors, is a very good 
tasting item and nutritious dairy 
food for between-meal snacks. 

Flavors popular. "Flavors are the 
fastest growing area in the yogurt 
market," he said, adding that sales 
"have gone way beyond expecta- 
tions in the last three years" be- 
cause of them. 

"We are not doctors," Samuel 
counterpointed. "And we do not 
advertise yogurt as a health item. 
We promote it strictly as a good 
tasting dairy food. 

"ft is well known, however," 
Samuel added, "that yogurt got its 
big impetus from Gaylord Haus- 
er's book, 'Look Younger, Live 
Longer,' in 1950, and it was looked 
upon mostly as a health food until 
the flavors came out." 

In addition to plain yogurt, 
Breakstone's now has these flavors: 
strawberry, pineapple, vanilla, 
prune whip, and apricot. 

Yogurt eaters busy. Lennard re- 
vealed that while studies indicate 
that per capita consumption in re- 
lation to total population may be 
low, the rate of consumption among 
users is really high. "People who 

eat yogurt really love it," he said. 
"It is not unusual for the average 
user to buy three or four packages 
a week." 

Taking stock of sales, Samuel 
said that Breakstone's Yogurt is the 
number one seller in all of its mar- 
kets, except New York, where it is 
a strong second to Dannon, and 
growing fast. 

(Note: John Metzger, president 
of Dannon Yogurt — which was 20 
years old last Monday — said his 
firm does not distribute in Florida. 
He would concede Boston, but 
would dispute Philadelphia and 
Washington claims. He also claimed 
that his firm more than doubles any 
competitors' total yogurt sales.) 

As for campaign plans after De- 
cember, Lennard said, "We intend 
to review our status to determine 
where we want to go." 

It goes without saying that all 
concerned hope that direction— in 
sales— will continue to be a sharp 
curve upward as the chart shows 
In June 1961 sales rose 50% over 
December 1960; December 1961 
was 33V^% above the previous 
June, and June 1962 was 25% 
above last December. 

Typical of the humorous me 
sages is the following Shakespean 
copy in its entirety: 


ANNCR: // might have been di 
f event. The year . . . 1598. Th 
place . . . Stratford on Avon. 

MAN: Hey, Will. Will Shake. 
peare! Whatcha been doon' wit, 

WILL: Oh, writing a little. 

MAN: Sivell! I need a slogan fo 
Breakstone's Yogurt. Any ideas? 

WILL: Oh, Breakstone's. A nam< 
long famous for quality dairy foods 
But . . . yogurt? 

MAN: Yeah! It's a dairy food 
lots of vitamins and minerals ant 

WILL: How about . . . But soft 
what yogurt through yon . . . 

soft and creamy . . . like a custart 

WILL: Or maybe . . . a yogurt b\ 
any other name . . . 

Will . There's only one name i 



yogurt. Breakstone's. And besides 
. . . tltat slogan doesn't get in all 
those different flavors. 

WILL: Flavors? 

MAN: Like Strawberry, Pineapple. 
Prune Whip and Apricot. 

WILL: Apricot? 

MAN: Yeah . . . a first by Break- 
stone: Then there's velvety Vanilla 
. . . and Breakstone's tangy Plain 
Yogurt. Try one, Will. 

WILL: Right here? 

MAN: Sure . . . just eat it right 
from the cup! 

WILL: M-m-m! Everyone should 
try Breakstone's Yogurt! 

MAN: That's our slogan. Will, 
Everyone should try Breakstone's 
Yogurt! You're a genius! 

WILL: Maybe I should try unit- 
ing a play . . . 

The other five messages are also 
little dramatized slices of life in 
the pasts of William Tell, Cleo- 
patra, Ferdinand and Isabella, 
Peter Minuit, and Julius Caesar. 

Minuit buys Manhattan from 
the Indians for 21 cups of yogurt; 
Brutus tells Caesar about a yogurt 
"bacchanal"; Cleopatra can sense 
to share her cup of yogurt with 
Mark Antony, and Ferdinand and 

Isabella hear that Columbus' trip 
to the new world is being delayed 
by disappearances of yogurt sup- 

In all six humerous commer- 
cials, a brief musical introduction 
sets the scene with a recognizable 
work such as the "William Tell 
Overture," or by a trumpet fan- 
fare which slides off key at the end. 

The visual potential of this col- 
orful cast of historical characters 
is being utilized by agency and 
client this fall in print advertise- 
ments which are supplementing the 
radio campaign. ^ 

Fast growth of two-set tv homes 

► Rise of 2-set homes sparks agency interest 

► BBDO, D'Arcy, Ayer query Nielsen for facts 

► Buying changes seen if qualitative data comes 


The growing number of homes 
with more than one television 
set. once remotely considered by 
agency media departments, is now 
getting closer scrutiny. sponsor 
, learned last week that at least three 
agencies— BBDO, D'Arcy, N. W. 
\ui — have held a series of meet- 
ings with A. C. Nielsen Co. to ex- 
plore the possibilities of compiling 
qualitative audience data on these 
homes. The results of these con- 
ferences are expected to be an- 
nounced soon. 
Reason for the stepped-up in- 

terest is the fact that multi-set 
homes now represent 14% of all tv 
homes in the U.S. and continue to 
grow steadily. In New York City. 
owners with two-or-more sets now 
number 1,250,000, or 25% of all tv 
homes in that city, according to 
figures of the Advertising Research 
Foundation. And a Nielsen study 
of the multi-set growth in New York 
shows that these homes have in- 
creased 51% since 1959. Similar 
jumps are expected in the rest of 
the country. One expert estimates 
that most markets now have from 

7-9% two-set penetration. 

The growth of this new tv "mar- 
ket" puzzles media research men as 
to just what it means in terms of 
future buying. This is one reason 
why Nielsen has been called in to 
discuss qualitative data. The re- 
search firm already has a head 
count of such homes by county, 
based on figures of the 1960 U.S. 

Agencymen are interested in the 
answers to such questions as: What 
is the location of the second set in 
the home? If both sets are used at 
night, how many viewers does each 
have? Do the man and wife watch 
separately? Are the children using 
the second set? If two sets are be- 
ing watched, shouldn't the home be 
counted twice? These are the 
questions of men like Ed Papazian, 
(Please turn to page 52) 

% of 2-set homes in relation 
to total tv homes 

Total U.S. 

New York City 

Tv homes 



v/lulti-set homes 

6,900,000 (14%) 

1,250,000 (25%) 

•Hirce: Advertising Research Foundation, national survey of tv sets in U.S. house- 
olds, January 1962. 

Growth of multiple-set homes 
New York market 

Tv homes 

Multiple set homes 










% change 

S \ i Nielsen Co 

up 9% 

up 51% 

;P0NS0R/8 October 1962 


These physical fitness exponents keep television viewers on their toes 

Debbie Drake (first), billed as America's Physical Fitness Queen, now has 260 episodes in syndication under Banner Films 
imprint; Bonnie Prudden (second), member of President's Citizens Advisory Committee on Fitness of American Youth, is 

IVs great bust-and-chest boom 

► Debbie Drake has 260 episodes in syndication 

► La Lanne's goal is 80 stations by year's end 

► Hills with Matchabelli as sponsor on "Today" 

With all the talk about physical 
fitness and flabby Americans, 
it is rewarding to see video finally 
doing something about it. In- 
formed observers last week noted 
that television broadcasters are 
heeding President Kennedy's note 
that America was "under-exercised" 
and putting more programs on the 
air designed to improve our physi- 
cal condition. 

Station managers are busy buy- 
ing syndicated exercise programs 
and networks are in the midst of 
fashioning stalwart early morning 
features on physical health. 

Now in demand. The Debbie 
Drakes, the Jack La Lannes, and 
the John Hills— with their clear 
complexions and upright chests- 

are more in demand on tv than 
ever before. Significantly, many 
advertisers are discovering that 
there's considerable box office ap- 
peal in sponsoring programs that 
convert the female viewer's bulges 
into alluring curves. And if things 
continue at the present rate,- 
"America the Lazy" will soon turn 
into "America the Beautiful," the 
experts predict. 

Currently the hottest piece of fe- 
male property in the tv knee-bend 
and draw-a-deep-breath school is 
Debbie Drake. She was launched 
as an exerciser in Indianapolis at 
WISH-TV by Robert McConnell, 
the station's general manager. Said 
McConnell: "Debbie was an over- 
night sensation." Soon after, the 

show was syndicated nationall 
The first series of 130 shows, tap< 
in 15-minute segments, was sold i 
106 markets. Charles McGregor, 
president of Banner films, national 
syndicator of The Debbie Drak 
Show, said last week that the se 
oncl series of 130 new 15-minut 
episodes has already been sold to a 
flock of markets including WTIC 
TV, Hartford; WTMJ-TV, Mil 
waukee; WALB-TV, Albany, Ga.; 
KSTP-TV, Minneapolis; KLBK 
TV, Lubbock, Tex.; WSOC-TV 
Charlotte; WHDH-TV, Boston: 
WJHG-TV, Panama City, Fla.j 
WHBF-TV, Rock Island, 111. 
WSJS (TV), Winston-Salem 
WLWA (TV), Atlanta; WMAZ 
TV, Macon, Ga., and other areas. 

Big mail pull. Station manager: 
and advertisers attest to Mis 
Drake's mail ptdl and commercia 
success for national, regional, ancj 
local accounts. "The regular week 
ly mail pull of The Debbie Drakt 
Show was enough to persuade u| 
to buy it," Harry McDaniel, Krc 


SPONSOR/8 October 196:; 

preparing new tv series; jack La Lanne and his Glamour Stretcher are currently seen on 64 stations; John Hills (fourth), 
physical education expert, last week launched new exercise series on NBC TV's Today with Prime Matchabelli .is sponsor 

ger Company advertising director, 
Indianapolis division, declared re- 
cently. McDaniel has been the 
Debbie Drake sponsor since five 
weeks after the show's WISH-TV 
debut two years ago. Miss Drake 
(5' 5", 38i/ 2 -22i/ 2 -3o and 117 lbs.) 
has a comparatively new book out, 
"Debbie Drake's Easy Way to a Pel - 
feet Figure and Glowing Health" 

(Prentice-Hall) . She also has a 
syndicated newspaper column that 
calls blimps, beanpoles, and slug- 
gards to sharp attention. The New 
York Herald Tribune Syndicate 
handles Miss Drake's column. Miss 
Drake believes that her tv exercises 
are helpful to both men and wom- 
en. "The exercise that helps a 
woman build her bosom helps a 

man expand his chest," she ob- 
served recently. 

No stranger to network audi- 
ences, Miss Drake was a recent 
guest on the NBC TV Today 
show. In a Howard K. Smith pro- 
gram (ABC TV) on physical fit- 
ness. Miss Drake said there was a 
big need for what she was doing. 
(Please turn to page 54) 

feel 10 years younger and 10 pounds less,' they said 

'ioneer radio exercise man Arthur Bagley served 15 years 

is chief of Metropolitan Life exercise program. He is seen 

with compan) execs. Program in 1925 inaugurated 

long line of favorites culminating in today's styles 

Exercise man meets program and agency executives 
Seated (1-r): Frank Stamberg, \.p. and gen. mgr., Prince 

Matchabelli l)i\.: John Hills: Hugh Downs. To/lux's host; 
standing (1-r): Al Morgan, producer; Harkness Cram. Jr.. 
acc'l rep., JWT; K. Roger Muir. pres.. New Merriti l'.ntip. 

P0NS0R/8 October 1962 


How to spot a pro rep salesman 


► Timebuyers cite 10 standards of excellence 

► Say real pros are never cry-babies 

► Believe ex-buyers make better salesmen 

Several weeks back, sponsor asked 
some of the top representatives in 
the business this question: how can 
you tell, particularly at first meet- 
ing, if a timebuyer is a pro or just 
an amateur? The replies appeared 
in "Hoiv to Spot a Timebuyer Pro," 
23 July. Last xoeek, however, spon- 
sor turned the tables on the reps 
and polled a number of timebuyers 
on how to spot a pro rep. Here are 
the answers. 

Although buyer and seller operate 
on opposite sides of the broad- 
casting fence, the findings of the 
"how do you spot a pro rep" query 
points out a marked resemblance 
between the two— in one area, any- 
way. The point: neither age nor 

time spent in their respective chores 
enter into the determination of 
what it takes to turn out a pro. It 
is, instead, an inherent quality — a 
certain "something" which can't be 
bought for love or money. 

"You either have it, or you 
don't," exclaimed one outspoken 
timebuyer, adding "an amateur rep 
can remain an amateur no matter 
how long he works at peddling his 
stations, if he just hasn't got the 
right savvy." 

A pro, on the other hand, could 
easily be a youngster— a beginner 
equipped with a lot of native intel- 
ligence when it comes to knowing 
when to quit pitching, to lose with- 
out crying, and to come up with 

ways to help a buyer better the 

Although the sponsor query man- 
aged to stir up a variety of opin- 
ions (and a few facetious ones like 
"a pro rep is a guy who wears a 
$150 suit" and "it takes a pro time- 
buyer to spot a pro rep") , the ma- 
jority of those replying felt that a 
prime telltale sign of a pro rep was 
the amount of knowledge he— the 
rep— exhibited about his own mar- 

Must know markets. He has a 
working understanding of competi- 
tive stations, not merely lone fig- 
ures and facts about his own station. 
Additionally, say the timebuyers, 
the pro rep is one who can quickly 
muster up a creative idea on how 
to better the campaign in that par- 
ticular area. 

A pro rep, they say, is one who 
understands the objectives of a spe- 
cific campaign and is able to pro- 
duce avails which are tailored to 
suit the needs instead of trotting 
out a "mile long list of avails that 

You know the rep is a pro if he: 

1. Is conversant with all facets of his market 

2. Is able to speak intelligently about competitive stations 

3. Doesn't bad-mouth competitors or their stations 

4. Confines pitch to what will help the specific campaign 

5. Knows how to exit the buyer's office gracefully 

6. Comes already prepared with necessary research data 

7. Knows when buyer is busy and doesn't waste his time 

8. Can come up with suitable substitutes if original requests fail 

9. Doesn't clutter up office (unexpectedly) with station men 
10. Doesn't cry when he doesn't get the order 

SPONSOR /8 October 196' 

are not even applicable.'' What's 
more, a pro rep will confine Ii is 
pitch to whal will help the specific 
campaign instead of angling it 
merely to make his own station 
look good. 

Ex-buyer best salesman. Inter 
estingly enough, the majority of 
those cpieried opined that ex-time- 
buyers made the best reps. Al- 
ready cognizant of timebuyer prob- 
lems, they were better equipped 
to minister to the needs of a time- 
buyer's requests. 

A definite sign of a pro rep, ac- 
cording to timebuyer comments, is 
organization. A well-organized sell- 
er, one who comes prepared to sup- 
ply the necessary data requested by 
the buyer without having to make 
dozens of "check-out" phone calls 
from the buyer's office, is a pro. 

He is also the guy who knows 
when to quit pitching. Once he 
realizes that the station he is ped- 
dling is not going to help the cam- 
paign, he exits gracefully, and re- 
turns another day with a switch 
pitch. An amateur, on the other 
hand, will continue to angle his 
pitch to make the station look good 
despite the fact it (the station) isn't 
geared to the particular needs 

sought l)\ the Inner. 

A pro rep, they say, is one who 
is capable of losing a sale without 
making a fuss. According to a well- 
known Gotham buyer, a sure sign 
of the rank amateur is one who, 
alter being turned down by the buy- 
er, takes his case to a higher-up in 
the agency. Instead of driving 
everyone to hysteria, he should take 
his leave and make ready a switch 
pitch, advises the buyer. 

A pro rep is also one who makes 
appointments and doesn't barge in 
on the busy buyer with a lot of 
small talk and a host of unexpected 
station people. While timebuyers 
do not disapprove of seeing visiting 
station men, they do feel that the 
consideration of the "buyers time" 
separates the men from the boys. 
The mark of a pro is the one who 
is considerate enough to phone first 
and pre-warn the buyer of the 
"company" arrivals. The amateur 
doesn't bother. 

Pro clears avails fast. A pro 
rep is the man who is quick, 
precise, and honest. He is quick 
to clear avails while the ama- 
teur will wait around a few days, 
then call and say the time re- 
quested was not available. The 

pro, on the other hand, will quick- 
ly arrange a substitute time — 
something equally suitable— if this 
happens. And, so say the buyers, 
the pro will clear the spots imme- 
diately. The difference between 
the pro and amateur is easily de- 
fined in this instance. A pro will 
immediately set in operation the 
wheels to clear the spots bought 
even il they are as little as five per- 
week. An amateur will procrasti- 
nate and perhaps waste several 
days getting clearance even if it 
involves a large order of time. 

Amateur talks down rivals. A 
rank amateur will bad-mouth 
the competition or downgrade 
what he doesn't understand, ac- 
cording to comments from queried 

An amateur is also one who, ac- 
cording to quite a few heated opin- 
ions, is the guy who just sits around 
and takes down the order. He 
doesn't even try to sell his market, 
he just delivers the avails and 
"pesters you until you give him an 

Additionally, the amateur is the 
fellow who "beats around the bush" 
—doesn't come to the point and 
(Please turn to page 56) 

You know the rep is an amateur if he: 

1. Doesn't know when to stop selling 

2. Is a sore loser; goes to a higher-up when buyer nixes sale 

3. Doesn't understand specific campaign problems 

4. Concentrates only on angling pitch to make station look good 

5. Doesn't "sell": is merely an order-taker 

6. Trots out list of avails "a mile long" not applicable to buy 

7. Is lax when it comes to clearing spots ordered 

8. Is disorganized: uses buyer's office to tie-up details 

9. Isn't hep to changing situations in the business 

10. Isn't quick to come up with ideas to help buyer better campaign 

SPONSOR /8 October 1962 

Cast of a commercial extravaganza for Chevrolet's new-model cars 

Entire cast of commercial to introduce new cars came from three Chevy-sponsored tv programs. They line up here before 
the shooting: (1-r) Dan Blocker, Lome Greene, Pernell Roberts, Fred MacMurray, Marty Milner, Mike Landon, George 
Maharis, Bill Frawley, Tim Considine, "Hop Sing," Don Grady, Stanley Livingston, and (front) Tramp, popular tv dog 

Chevrolet's six-minute commercial 

► Chevy unveils new cars with star-studded spot 

► Chooses long commercial instead of a 'special' 

► Agency faced complex production problems 

Last week, one television sponsor 
passed from an era of the spec- 
tacular special into another of the 
spectacular commercial. It did so 
with that rarest of television oddi- 
ties, the six-minute commercial, 
which made its '62-'63 debut in a 
blaze of glory on Chevrolet-spon- 
sored Bonanza, XBC TV. The 
commercial had billing of its own 
as "The Ponderosa Party" and its 
talent was drawn from 1 1 stars 
who appear in Chevrolet's three 
current tv offerings, Bonanza, My 
Three Sons, and Route 66. 

"The Ponderosa Party" (Pon- 
derosa is the name of the ranch 
film-site of Bonanza) was dreamed 
up six months ago when Chevy's 
agency, Campbell-Ewald, Detroit, 
began planning the introduction of 
the sponsor's 1963 new-model cars. 
The agency rejected the traditional 
method, a one-shot spectacular, be- 
cause Chevrolet now sponsors three 
high-rated tv shows. A special 
would not add enough extra audi- 

Not only was the special out the 
window, but (he agency creative 

team was faced with a production 
problem. With four different kinds 
of cars to be announced, the usual 
one or two minutes per commer- 
cial wasn't enough to give the view- 
er a good look. The single six- 
minute commercial solved the di- 
lemma. Then several months of 
preparation began. 

Content dilemma. As soon as 
planning was under way, the big 
problem was what to put on 
the screen for six minutes. Viewer 
boredom was the biggest pitfall in 
a commercial of this length. To 
create excitement the agency chose 
to make the setting a party at the 
Ponderosa ranch to which the 
Bonanza stars would invite the tal- 
ent from Chevrolet's other pro- 

C-E then checked A. C. Nielsen 
Co. for audience flow figures 


SPONSOR/8 October 1962 

(would the viewers still be around 
at the tail-end of the show to see 
the commercial?) , reviewed past 
research for viewer atteutiveness to 
star commercials, and searched for 
indication of viewer reaction to 
longer commercials. 

Production complexities. After 
tallying the pros and cons, the 
agency went ahead alter client ap- 
proval. Numerous conferences fol- 
lowed between C-E creative and 
programing people. NBC was con- 
tacted to clear the way for a con- 
tinuous commercial of six minutes. 
The Bonanza program group was 
told to write a story that needn't 
keep in mind commercial breaks. 

Then the big job of gathering 
the stars together for shooting be- 
gan. The agency met with the 
producers of Chevy's three shows. 

Next came endless talks with the 
star's agents to contract for their 

Meanwhile, several versions of 
the script were developed. The 
final script was written so that it 
could be shot in short sequences to 
allow for different availabilities of 
the stars. Production was planned 
so that all of the stars would be 
before the cameras at the same time 
for some of the sequences. The 
script was broken down into a total 
of more than 100 camera setups. 
The cars' and stars' movements in 
the setting were plotted. Logistics 
of the production were solved for 
shooting the commercial in three 
fast-pace days — a rigid timetable. 

k Final shooting took place 14-18 
ptember, just two weeks before 
e commercial went on the air. 
J [Chevrolet officials viewed the fin- 
I ished project, and the completed 
extravaganza moved toward air 
date 30 September. 

Open and close. The six-minute 
commercial was divided into two 
segments, a 30-second opener at 
the top of the show and a five- 
jminute, 30-second close. In the 
opening, star Lome Greene told 
(viewers that Bonanza would be 
uninterrupted by commercials and 
the punch would come at the end. 

From this division developed an 
imusing sidelight, says one Camp- 

Stars cavort with new Corvette 

George Maharis (1) and Martin Milner (r), stars of Route 66, show Sheri Rice 
(1) and Li/a Seagram new Corvette Sting Ray during filming of "Ponderosa Party" 

bell-Ewald official. The network's 
"B" relay for the midwestern time 
zone lost 13 minutes of the Bonan- 
za beginning. But an NBC announ- 
cer saved the moments by sum- 
marizing the lost portoin, includ- 

ing the 30-second opener. 

On cost, the agency isn't talking, 
but one executive did say, "It was- 
n't as expensive as it sounds. In 
fact I'd say it was a pretty good 
value for the money." ^ 

Ponderosa partners check the goods 

Fred MacMurray (1). star of My Three Sons, and Dan Blocker, co-star ol 

Bonanza, examine 1963 Corvette from top to bottom dining commercial shooting 

5PONSOR/8 October 1962 










July-Aug. Hooper 
12 N-6 p.m. 
Mon. thru Sat. 


Phil Zoppi 
V.P. & Gen. Mgr. 

Adam Young, Inc. 
Mid-West Time Sales 




uuii nm ii 

Media people: 
what they are doing 
and saying 

It isn't generally the rule of the game that when an account does an 
agency switch that the buyer goes along with the deal. It happened, 
however, in the case of Listerine which went over from Lambert &: 
Feasley to J. Walter Thompson last week. Both account and buyer 
Frank Sweeney made a dual exit. 

The latest one to swell the tide of timebuyer defectors is none other 
than Bates' senior buyer, Frank Moran. Frank, who bought for such 
accounts as Anacin, is now peddling tv time out of H-R's New York 

It may be strictly coincidental, but Moran's departure from the 
Bates agency is simultaneous with a bit of personnel reshuffling 
there. Some of the activity: the moving up of Bill Warner from 
special syndicated show buyer on Brown & Williamson, to assistant 
media supervisor on Colgate household products; and the addition of 
Paul Fitzgerald to buyer on Brown & Williamson. Paul comes from 
Gumbinner where he bought for Block Drug and Browne Vintners. 

It wasn't all work for these admen 

Taking time out from her "Funsville" program, KDKA-TV, Pittsburgh, per-l 
sonality Josie Carey chats with Dave Logan, FC&.B (c), and B&rB's Ira Kaltinickl 

A potpourri of fun and facts was dished up to some 200 agency toil-J 
ers during a 24-hour whirlwind excursion around and about the Pitt 
burgh market hosted by KDKA-TV and its rep, TvAR, recently. The 
unsuspecting guests who flocked in from New York, Chicago, Phila-J 
delphia and Detroit, became more than a little apprehensive wher 
advance programing notices hinted they were in for some pretty dull 
"fun" by featuring "egghead" lectures topped off by a visit to a local 
Indian Reservation. But as it turned out, the expected "prograr 
features" were all in fun (designed perhaps to frighten away the stall 

(Please turn to page 50) 


SPONSOR/8 October 1962 

Local signposts alone are a poor guide to putting advertisers on 
the map in the total regional market served by WJXT. You tap all 
of North Florida /South Georgia with WJXT . , . and enjoy a 
"bonus" of 239% more homes per quarter hour outside 
the Jacksonville metro area. With all 25 top programs in homes 
reached . . . with a whopping 85.4% penetration of the market, 
estimated by TV Digest ... all signs point to WJXT! 


yp for Orlando 
Daytona Beach 
Cape Canaveral 



warts?). The group was treated instead to a series of events which 
included a moonlight boat ride (fully equipped with jazz sextet); din- 
ner at the Beau Brummel Club; and a revue provided by KDKA-TV 
talent. After a night's sleep and breakfast in bed, the buyers attended 
a presentation at the studio and participated in a fun quiz game. 
Among those who managed to cop prizes for high scores during the 
fun quiz: Lennen & Newell's Bob Kelly, Marion Jones; McCann- 
Erickson's Helen Burgurt; Y&R's Lorraine Ruggiero; Compton's Carl 
Sandberg; Donahue & Coe's Dan Delargy, all New York. Also, Cal 
Wilcom, Burnett; Irene Hess, EWR&R, Chicago; Len Stevens, Weight- 
man; and Betty Lavaty, North Advertising, Philadelphia. 

Promotion dept.: Young & Rubicam's Jerry Baldwin moved up to 
media account supervisor on the Bristol-Myers account. 

Getting the low-down on "Big Coverage Radio" 

Presentation by WOW, Omaha gen. mgr. Bill Wiseman (far r) during recent] 
luncheon series in New York attracted large turnout. Among them: (1-r) 
Gordon Gahland, Donald Foote, Polly Langbort, all YR.R; Carrie Senatore, 
JWT; Mary Ellen Clarke, Morse International, and Emmett Hurdt, Blair I 

Evidence that business must be popping at Grey, New York, is newsl 
that Joel Segall, buyer on such accounts as Westinghouse appliances/ 
G. E. flash bulbs, Catalina bathing suits, Downey Fabric Softner, Ivoryl 
Shampoo, has hired himself an assistant. Joel's new right arm is Donl 
McCarthy who hails from San Francisco. He was in government work| 

Can't help wondering: Who can top Compton's Noel Becker when 
it comes to traveling the shortest distance from office to home? NoelJ 
who has been with Compton for some three years now and buys or 
Ivory Soap, P&G Canada, and Cunard, lives right across the street] 
from his office. (We're terribly interested in learning what excuses he 
manages to muster up whenever he's late for work!) 


SPONSOR/8 October 1962 









v.. ■** *« m. 





It's Northland Country Club, in Duluth. 

Take a second look at the Duluth- 
Superior-Plus market— it's bigger than 
you think! Bigger because KDAL-TV now 
delivers Duluth-Superior— plus coverage 
in three states and Canada— through fif- 
teen licensed translator stations! 

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

If ^^ Duluth-Superior-Plus 

W\ uJr\ k — now 63rd in average 
a WGN station homes delivered! 



KNOWN .... 

for the company they 

keep in 

Prestige Advertisers! 

KNOWN .... 

for community 
Public Service! 

No. 1 

Tampa - St. Petersburg, 

Sam Rahall, Manager 

No. 1 

Allentown- Bethlehem- 
Easton, Pennsylvania 

"Oggie" Davies, Manager 

No. 1 

West Virginia 

Tony Gonzales, Manager 

No. 1 


John Banzhoff, Manager 

above stations represented nationally 
by H-R , . . New York 



our station coming up fast in 

National Rep., The Boiling Co. 

N. Joe Rahall, President 
'Oggie" Davies, Cen. Manager 


(Continued from page 36) 

buy new programing until it had 

first achieved a rating structure. 

As one rep put it, "With new 
first-run-off network programing 
that everyone, including the buyer, 
knows will get higher ratings than 
the dog shows formerly in that 
time, they are forced by orders from 
above to wait until the ratings are 
in and c-p-m's can be justified. By 
that time they have to pay a high- 
er rate and they lose the chance to 
buy a bargain — the new program- 
ing at the original rate — and Ave 
lose the revenue we need to justify 
the investment in the new pro- 

Obviously this type of give and 
take tugging will always make for 
differences that vary only in degree 
not in intent. Some salesmen will 
be more effective than others: 
some buyers will have more leeway 
than others. 

And few buyers today have the 
authority that did such a pioneer 
as Carlos Franco when he was 
THE timebuyer for Young & Rubi- 
cam. He heard a network audition 
that piqued his interest; learned 
the network saw no future in the 
script, the idea or the personality. 

But Franco thought it was a nat- 
ural, and convinced agency peo- 
ple to expose it to the client, then 
convinced the client to try it. The 
program, a big success, was Duffy's 
Tavern starring Ed Gardner. 

Another CF coup stemmed from 
the inability of CBS to find a video 
sponsor for Arthur Godfrey. Time- 
buyer Franco came up with the 
idea of a simulcast, i.e., the same 
show on radio and tv at the same 
time — then something new. The 
sponsor was Lipton's Tea, the pro- 
gram — Talent Scouts. ^ 


(Continued from page 38) 

of a routine check last week. 

The number of new people who 
registered with the Center from 
January to June 1962 was 551, Miss 
Landeau said. This number in- 
cluded account execs, copywriters, 
and media, traffic, and production 

Miss Landeau then explained 
five points of the Center's job de- 
velopment program, namely: 

(1) to telephone firms for quali- 
fied individuals; 

(2) to mail resumes to firms; 

(3) to mail four or five profiles 
of people (selected by occupation) 
to firms; 

(4) to visit employers to show 
how the Center can help them; 

(5) to cooperate with and ad- 
dress the meetings of professional 
agencies, such as 4As, Media Plan- 
ners, and League of Advertising 
Agencies. Stanton Gottlieb, super- 
visor of the advertising unit, heads 
up the speaking program. 

Recruits from campus. One of 
several areas of agreement Mrs. 
Falk (who heads her, agency) has 
with Fields and Mrs. Corwin, is 
that many agencies and big com- 
panies recruit their young talent 
directly from colleges and graduate 
schools and then start them through 
their training programs. 

"Very often, though," Mrs. Falk 
continued, "the kids start to call us 
about six months after they've had 
a taste of the job." ^ 


(Continued from page 41) 

associate media director, BBDO. 

The steady leaning toward own- 
ing more than one television set 
in the home is nothing short of 
phenomonal, but has always been 
somewhat anticipated. According 
to one broadcaster with an eye on 
second-set progress, Lawrence J. 
Pollock, director of research, 
WABC-TV, New York, the single 
most important reason for the 
growth in multiple sets is "the im- 
portance and vitality of television 
in the home." Its importance is 
reflected, he says, in several ways 
1) The second set provides an al- 
ternate viewing choice for a mem- 
ber of the family. 2) Television 
sets are often looked upon as de- 
sirable decorative items. 3) Prices 
are substantially lower than they 
were several years ago. 

Convenience is also a factor in 
the growing consumer demand for 
two television sets. A family mem- 
ber does not have to watch the 
livingroom set if there is another 
in the den or bedroom. 

Programing as well as media 
planning stand to change. Pro- 
grams in the future may appeal 
more to one viewer than to the 
total family as they do today. ^ 


SPONSOR/8 October 1962 ' 

The Voice of the Land 

t's a big land ... a proud land . . . that sweeps from sea to 
ea. Only a strong voice can fill it . . . reach it . . . move it to 
ts very heart. 

Listen to this voice. It talks to motorists as they crowd 
he busy roads. It gives a warning to farmers that frost is 
lhead. It sings a sweet song to lovers. It carries the news 
b businessmen. It wakes millions every morning and sends 
hem off to work . . . informed . . . entertained . . . often in- 
pired. For this is a practical voice, a spiritual voice, the very 
oice 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 proudly 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 T ype BTA-5T 

250/500/1000 W Type BTA-1R1 


(Continued from page 43) 

"Over the past 10 or 15 years we've 
had a tremendous change from 
manpower to automation and so 
require physical exercise of some 
sort,'' she observed. "And people 
have realized that they need it. 
Then, too, it's sort of a trend. Peo- 
ple are interested in looking good 
and feeling good, and they grasp at 
anything that will help them to 
look better and to feel better. Even 
various types of food and exercise 

—anything to make them look and 
feel better." 

Idol of fair sex. Idol of many 
women tv viewers is Jack La 
Lanne. This exercise and diet per- 
sonality got his start in 1952 on 
KGO-TV, the ABC station in San 
Francisco. La Lanne is currently 
appearing on some 64 stations 
across the country. According to 
his Hollywood office, 48 are trade- 
outs, six are modified trade-outs 
and the rest are straight buys by 
the La Lanne office. Henry C. 
Akerberg, general manager of La 

Ed Coughlin, 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. Source: u s Census 



Lanne, Inc., told sponsor that the 
station trade deals call for each 
outlet to give La Lanne two min- 
utes for his own commercials. The 
station keeps four minutes of each 
of the Monday-through-Friday 30- 
minute programs for its own use. 
Akerberg said that he hoped to 
have some 80 stations lined up by 
the first of the year. 

All told, there are some 400 
shows available for syndication. 
Compton Advertising (Los An- 
geles) has been handling the La 
Lanne account since 1959. Accord- 
ing to Akerberg, some $750,000 is 
spent annually on production and 
time, mostly, he said, in produc- 
tion costs. 

Mail-order technique. The Jock 
La Lanne Show uses the mail-order 
technique with emphasis on such 
La Lanne products as a "Glamour 
Stretcher," "Exclusive Formula 
Shampoo," "Woman's Trimsuit" 
and "Instant Breakfast." In a pam- 
phlet sent to viewers who purchase 
La Lanne's products, he explains 
"Why I sell La Lanne products 
when I should be concentrating 
100% on my message of 'physical 
fitness through exercise.' The an- 
swer is simple. No one pays me to 
do my daily tv show. It is very 
costly to buy tv time for five half 
hour shows each week, and because 
we are not on a network, each sta- 
tion carrying the show must have 
films or tapes to play. This too is 
very costly. The original filming— 
the hundreds of film prints, pro- 
duction charges, shipping to sta- 
tions—it all costs a lot of money 
Thus, the only way I can bring yo 
my daily half-hour show is throng 
the sale of products I believe in." 

Doesn't hawk gadgets. Unlik 
some video exponents of health 
and physical education who hawk 
their own exercise gadgets and gim 
micks, John Hills insists that he 
provides the viewer with the same 
results by using such everyday ob 
jects as towels, brooms, chairs am 
books. Hills, who last week made 
his bow on NBC TV's Today as i 
regular 8:30 to 9 a.m. segment oj 
the weekday series, was last seerj 
on WNBC-TV, New York, as 
regular weekday morning feature 
Hills, who racked up a sturdy sale 
record with his Slimnastics pre 
gram on the NBC flagship station 
started his new Today segmen 


SPONSOR/8 October 196 




^ I ? 1 1 1 1 1 1 1 1 1 

M • I * 


Bill Roberts and Carl Coleman-Washington corresDondents for five Time-Life Broadcast stations. 


The same way a station in Grand Rapids, Indianapolis, Minneapolis/St. Paul and San Diego can- 
through the resources of Time-Life Broadcast. Bill Roberts and Carl Coleman cover Washington 
for the Time-Life stations. They keep track of home-state senators and congressmen, follow up 
news leads of special interest to their listeners. Each day they feed each of the group's radio 
stations the particular news that people in that area care about. They ship exclusive TV film, 
too. Roberts and Coleman are two reasons why Time-Life Broadcast listeners and viewers stay 
on top of the important news from Washington. And there are eighteen more reasons— the 
skilled, specialized correspondents who man the Time Inc. Washington news bureau. 



DNSOR/8 October 196L 


with a faithful sponsor, Prince 
Matchabelli, Inc. — a division of 
Ghesebrough-Pond's — via the J. 
Walter Thompson Agency. 

When Hills was on WNBC-TV, 
one of its charter advertisers was 
Polyderm Face Cream, made by 
Prince Matchabelli. When a trial 
size jar of Polyderm for 25 cents 
was offered to viewers, more than 
2,000 requests were received. 

Minimum of effort. Hills, who 
has a university (Ohio State) back- 
ground, was athletic director of the 
Columbus Athletic Club for many 
years. He made his tv debut in 
1955 on a Columbus station. In 
1958 he moved his program to 
KDKA-TV, Pittsburgh, when it 
was seen every clay. In 1961, he 
shifted his program to WIIC (TV), 
NBC TV's affiliate in Pittsburgh; 
it can still be seen daily on tape. 

Attacks sit-itis. Another persist- 
ent flogger of tv "sit-itis" and "spec- 
tator-ids," two common maladies of 
20th Century Man, is Bonnie Prucl- 
den. Miss Prudden is in her middle 
forties and as winsome (5'3i/ 2 ", 33- 
23-34, 125 pounds) as a Vassar lass 
on a daisy chain. She claims to 
have been the first of her sex to 
have promoted the idea of push- 
ups as a means of well-being for 
tv viewers. It was on the old NBC 
TV Home show with Arlene Fran- 
cis that Miss Prudden introduced 
the theme of physical fitness. Sub- 
sequently she was seen on the To- 
day show with Dave Garroway and 
in guest appearances on radio/tv 
programs with Arthur Godfrey. 

Miss Prudden has written many 
authoritative books and articles and 
was an active member of President 
Eisenhower's Citizens Advisory 
Committee on the Fitness of Ameri- 
can Youth. 

New tv show in works. Miss 
Prudden said that she is readying 
a new physical fitness program for 
tv called The Bonnie Prudden Fit- 
ness Show. The pilot of this Mon- 
day-through-Friday 15-minute se- 
ries will soon be shown to potential 
clients. Meanwhile, she is convinced 
that tv is about 65% responsible 
for the poor physical condition 
that Americans find themselves in. 
The automobile contributes the 
other 35% to man's flabbiness, she 
thought. She also believes that tv 
could do a big job in reducing 

heart attacks and many other ail- 
ments. She is determined that tv 
shall do all it can to lift the fitness 
level of American children who, 
according to medical findings, are 
below European children. "What 
we are doing now on tv is throwing 
the public a few reducing exercises, 
none of which work unless the 
viewer understands that proper diet 
must go with it," she asserted. Tv, 
she is convinced, could do much to 
harden the mushy underbelly of 
viewers, if they would dedicate 
time to family exercises. 

Without moving muscle. Bearing 
in mind what President Kennedy 
recently said about the importance 
of physical fitness, many local sta- 
tions are launching special exercise 
segments in an effort to improve 
the situation. In the New York 
area, for example, Vic Obeck, di- 
rector of athletics and physical ed- 
ucation for New York University, 
recently started physical fitness ex- 
ercises during half-times on WABC- 
TV's High School Sports presenta- 
tion of the "Scholastic Football 
Game of the Week." Obeck re- 
cently produced a record, "Isomet- 
ric Exercising — How to Exercise 
Without Moving a Muscle." Obeck 
invites both tv viewers and specta- 
tors at each game to do a bit of it. 

Meanwhile, gymnasium owners 
and makers of electronic vibrating 
gadgets for reducing weight, ap- 
pear to be momentarily cutting 
down on their broadcast advertis- 
ing. With few exceptions they have 
pruned their radio/tv budgets con- 

Tanney promises return. One of 

the biggest buyers of spot tv until 
recently was Vic Tanney. Current- 
ly the Tanney gymnasiums are 
going through a franchise-holding 
re-organization and consequently 
are cutting back on their video acb 
vertising which at one-time report- 
edly reached nearly $2 million an- 
nually. Its New York agency is 
Kastor, Hilton, Chesley, Clifford & 
Atherton, its West Coast agency, 
Stahl, Lewis 8c Patton. Vic Tanney 
is reportedly doing some limited tv 
advertising on the West Coast and 
some newspaper advertising in the 
East but no tv advertising of any 
consequence. Its New York agency 
said there would be a considerable 
spurt in tv advertising as soon as 

the Tanney re-organization prob- 
lems are squared away. 

Niagara to go on tv. Niagara 
Therapy Mfg. Corp., maker of the 
Cyclo-Massage, is currently spend- 
ing some $100,000 in a radio cam- 
paign in San Francisco, Cincinnati, 
Boston, Cleveland, and Columbus, 
according to Maxwell Sackheim- 
Franklin Bruck, its agency. Niag- 
ara is also conducting a $50,000 tv 
drive in Cleveland, Cincinnati, 
Columbus and Boston. The agency 
said it was contemplating the ex- 
penditure of approximately $100,- 
000 starting the first of next year, 
perhaps on NBC TV's Today. 

A drive to increase sales of the 
Relax-A-Cizor is under way, accord- 
ing to Metlis and Lebow, the agen- 
cy on the account. The agency said 
last week that "over the past 10 
years we have utilized participating 
announcements in both radio/tv 
'personality' shows." "We have 
found that this recommendation 
and endorsement method of adver- 
tising is extremely effective," Stevens 
P. Jackson, v. p. of the agency, said. 
"During the past year we have used 
such personalities as Doroth\ 
Dick (WOR, New York) , Ron Mc 
Coy (KFI, Los Angeles) and Jack 
Spector (WMCA, New York) . We 
plan to expand this 'personality' 
radio and tv advertising this fall in 
both large and small markets 
throughout the country." i 


(Continued from page 45) 

"wouldn't recognize a creative or 
unique method for furthering th 
campaign if he fell over it." He 
also the guy who doesn't know ho 
to service the buy, before or after 

Amateur isn't hep to changes 
Another sign of a rank amateur 
according to some, is the salesmai 
(specifically the radio salesman 
who fails to understand the change 
in the broadcast advertising busi 
ness and act accordingly. 

"On the shoulders of a sale^ 
man," says a well-known buyei 
"rests the very image of the re| 
shop." If he is sloppy and ineffi 
cient, or antiquated in his think 
ing, the buyer is apt to relate thi 
image to the entire shop. "That' 
why," he adds, "former timebuyei 
make the best salesmen. The 
know what a buyer is looking fo 
in a seller." ^ 


SPONSOR 8 October 196 

All about time... 
in 12 hours 

Involved in time buying? 

Broadcast sales? Traffic? Work 

in New York for a rep, network, agency or advertiser? 

Chances are you've got problems. We've got answers— in the 1962-'63 

Time Buying and Selling Seminar. The new TB & SS is "all about time." 

It's a one-of-its-kind, 12-hour course in the business side of broadcasting, designed 

to help make your work easier and provide the know-how that can mean faster advancement. 

9 Curriculum : Covers everything from the basics to the nuances of time buying and selling. 

Sessions: Eight, 5:30 to 7:00 p.m., every Tuesday starting October 30. Instructors: Indus- 

ry executives representing advertiser, rep, agency and network operations. <I Enrollment 

is limited to 75. So use the coupon below today to reserve your place. (The check you send is 

ax-deductible. But then it's probably also a step toward a higher tax bracket.) <I If you 

refer to first see a program listing the Seminar subjects, call Claude Barrere, International 

adio and Television Society, PL 8-2450. 

Enroll me Immediately In the 1962-63 IRTS Time Buying and Selling Seminar (Fee: $13) 

Check enclosed [_ 
Please bill me Q 




'0NS0R 8 October 1962 57 




Stepping into its 41st year 

Seen here is but a portion of the crowd of more than 12,000 persons who visited 
WSYR, Syracuse, during 40th anniversary open house. Event was radio-promoted 

Fall fashions for Uncle Sam 

Uncle Sam gave a fashion show for the people of Winston-Salem over WSJS-TV. 
Sporting the newest styles in Armed Forces uniforms — from Navy blues to space 
zoot suiu — the models demonstrated what was coming in fall fighting fashions 

Heralds public service 

Stephen Riddleberger (1), pres. of ABC 
Radio o&ro's, gets award from the Na- 
tional Multiple Sclerosis Society pre- 
sented by Bd. chmn. William C. Breed 

Merit for teenager's march 

WLS, Chicago, pres. Ralph Beaudin 
(c) accepts plaque from George Simon 
(r) dir. of Aiding Leukemia Stricken 
Children, press director Steve Healy 

One of the heftiest broadcast users 
in its category, Gallo Wine is going 
through some West Coast agency 

The bulk of the account had 
been at BBDO, until Y&R was 
named to handle specialty brands. 
Y&R even moved John Galbraith 
from their New York office to San 
Francisco to buy time. Now Y&R 
has resigned its portion of the 
Gallo account and Carson/Roberts 
will handle the business, which 
comes to about $2 million. BBDO 
retains about $2 million of the 
Gallo account. 

Airkem takes over the marketing 
of its Airwick air freshener for the 
first time since the development of 
the Airwick formula in 1943. 

Effective 2 January, Airkem ac- 
quires all domestic rights to Air- 
wick from Lever Brothers. Lever 
has marketed Airwick products 
since 1958 and Seeman Brothers 
handled the line prior to that time. 

Lawrence D. Benedict, former 
senior product manager of Lever, 
has been elected president and di- 
rector of Airwick Brands with 
headquarters in New York. Adver- 
tising budget for the first year mar* 
keting program is estimated at $1: 

Gillette (Maxon) will spend $1, 
300,000 to pre-sell its Christma 
gift line of shavers. 

The campaign includes Gillette' 
ABC TV sports shows and "Wagoi 
Train." Spot radio in the top 10< 
markets will get spots, in additioi 
to newspapers and trade journals 

Campaigns: Cinzano Vermouth i 
doing its first tv advertising wit 
a spot campaign of 84 commercia 
New York. The schedules, 20-se* 
ond spots, run for 14 weeks. Agei 
cy: FRC&H . . . Kellogg and Heir 
have teamed up to promote "H< 
Doggities," a hot dog baked withi 
breading blanket of Kellogg's Coi 
Flake Crumbs and Heinz Ketchu 
... A special fall consumer pr 
motion featuring a wide variety 
hand puppets is planned by tl| 



Photolamp Operation of Sylvania. 
The puppet offer will be presold 
through October and November on 

NBC Radio and the Mutual radio 


George P. Howard to director of 
advertising at Eastern Air Lines 
. . . Richard H. Heaton to con- 
ii oiler of Gillette . . . John W. 
Twiddy to director of media rela- 
tions of Brand Names Foundation. 
. . . Ben N. Pollak retired at the 
end of September after 32 years as 
advertising and sales promotion 
manager of Richfield Oil Corp. . . . 
Thomas W. Casey, Paul M. Cue- 
Bin, W. George Gress, and Edward 
G. Melaugh to vice presidents at 


The 4A's concern over bad taste in 
advertising has prompted the ap- 
propriation of $30,000 for a pilot 
study on gauging public reaction. 

The project, designed to select 
the most effective opinion research 
methods, was revealed by Marion 
Harper, Jr., chairman of the 
Board of the 4A's, speaking before 
the opening fall luncheon of the 
issociation's Philadelphia Council. 

Harper expressed concern over 
daring examples of bad taste, 
>ointing particularly to television 

-letcher Richards, Calkins & Hol- 
len has chalked up another mil- 
ion in billing with the takeover 
»f the defunct R. W. Webster 
Agency, Los Angeles. 

Six Webster staff members have 
>een added to the Los Angeles 
i all of FRC&rH. 

leldrum and Fewsmith, Cleveland, I 
'as reorganized its media opera- | 
ion into two formalized parts, con- 1 
inier and industrial. 

Taking over as media group j 
lanager for consumer products is 
Bruce Hardy and his counter- 
in for industrials is Henry Pla- 
k. Both move up from associate 
iedia director posts. 
Other personnel moves: Robert 
I Davison moves up from associ- 
e research director to associate 

Agencies attend Stadium Day 

The first Annual WJW-TV Day at the 
Stadium for Agency Executives brought 
out 150 admen to the Cleveland park. 
The only not-so-festive note ol the oc- 
casion: Indians lost to White Sox, 10-1 

Launch ABC TV/AFL season 

foe loss. \I1. commissioner, talks over 
coming season with agencj men repre- 
senting network sponsors. L-r: Joel 
Nixon (Maxon); Harold Miller (Grey); 
Foss; Tayloi Alexander (Y&R) 

Peacock prepares for color panorama 

Color is the key-note, as WESH-TV, Daytona Beach, pet peacock prepares to 

greet arrivals at the recent closed circuit color preview party of the 1962-63 season 

Telling the market story to new rep 

Leading the discussion at the two-da) weekend series ol workshop sessions, held 
h\ WPEN to indoctrinate the sales staff of AM Radio Sales in the station and 
Philadelphia market stories, is Erwin Rosner (standing), WPEN general sales mgr. 

ONSOR 8 October 1962 


media director of industrial prod- 
ucts, and James A. Ziegler, new 
from Ketchum, MacLeod & Grove, 
Pittsburgh, has been named associ- 
ate media director of consumer 
products. Alan St. George will 
work in media research and evalu- 

Appointments: Maccabees Mutual 
Life Insurance to D. P. Brother . . . 
Volkswagen to Doyle Dane Bern- 
bach GmbH (Dusseldorf) . . . Beta 
Corp. of St. Louis to Richard C. 

Lynch . . . WOKR, Rochester, to 
Huchins Advertising . . . Warner- 
Lambert Pharmaceutical's Richard 
Hudnut cosmetics and toiletries, 
DuBarry cosmetics and toiletries. 
Ciro Perfumes, Sportsman toiletries 
and the Fizzies line of soft drink 
tablets (worth in total about $3 
million) to Lennen & Newell, from 
Lambert 8c Feasley . . . Executive 
Auto Leasing Co. to Holtzman- 
Kain Advertising . . . The Ice 
Cream Division of DCA Food In- 
dustries to Smith/Greenland . . . 





■ Characterizing WGY, 203,000 listeners con- 
sider WGY more "public spirited" . . . 228,000 : 
favor WGY as "most helpful" ... and 170,000* 
specify WGY as having "best advertising." WGY 
competes with 110 other stations for these lis- 
tener preferences. 

■ Only the Politz study tells advertisers who, 
what, when, where and why people listen in 
Albany, Schenectady, Troy, Northeastern New 
York and Western New England. For the com- 
plete Politz survey on WGY's 25-county listen- 
ing audience, contact WGY or your Henry I. 
Christal Co. representative. 

*7"/>ose expressing an opinion. 



810 KC 
50 KW 



The Pharmaceutical and Labora- 
tories division of Schieffelin & 
Company to Gardner, from Sudler 
8c Hennessey. 

Merger: Post, Morr & Gardner and 
Keyes, Madden & Jones, Chicago. 
Combined billings are in excess of 
$30 million. Merger date is 1 Jan- 

Talent merger: United Talent 
Management, Ltd., and Interna- 
tional Management Associates, 

have formed an association in the 
agency management and represen- 
tation fields. Both firms were 
formed within hours of each other 
in July shortly after MCA an- 
nounced the cessation of its talent I 
agency business. 

Top brass: Adrian Brown to chair- 
man of the Plans Board and mem- 
ber of the Board of Management! 
of the Los Angeles office of Mc- 
Cann-Erickson . . . Jeremy Gury, 
J. Ross MacLennan, Richard A. R. 
Pinkham and Dan Rodgers to the 
Executive Committee of Ted Bates! 
. . . Reva Korda and Clifford Field 
to senior vice presidents at Ogilvy,: 
Benson & Mather. 

New v.p.'s: William J. Casey at! 
Kelly, Nason . . . Albert P. Moli- 
naro, Jr., at Robert A. Becker . 
Tom D. Scholts at Wade Advertis; 
ing, Los Angeles . . . William I 
Craig at Young & Rubicam 
James W. Beach, broadcast super' 
visor, Harvey W. Clements, ac 
count executive and John A. Lil 
berton, director of the commercia 
production department, at Foote 
Cone & Belding, Chicago . . . Wil 
Ham Casey at John W. Shaw 
Herbert Arnold, Samuel Bernsteir 
Helen Van Slyke and Murray RoJ 
fis to vice presidents at Normar 
Craig & Kummel. 

McKee, Jr., to assistant manager c 
the Detroit office of BBDO . . 
Edmond F. Cohen to copy chk 
at Elkman Advertising . . . Ricl 
ard McClenahan to media directc 
of Guild, Bascom & Bonfigli . . 
Thomas E. Fraioli to vice pres 
dent of sales for Advertising A 
sociates . . . Richard K. Burton t 
radio-tv director at Houck & Con 
pany, Roanoke . . . Lee D. Carlsa 


SPONSOR/8 October 196 


8 OCTOBER 1962 / iwa 

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

It was a hard session of Congress for the lawmakers, with frequent collisions 
on policy matters: however, little of the battling spread over into broadcasting, 
for which it was a very easy session. 

Absent from the 1962 scene were the fire-breathing investigations which were embarrass- 
ments at best. It was the first year in which there were mere threats of headline-grabbing 
probes, but no performance, since all the way back before events led to formation of the 
Harris subcommittee. 

On the minus side, there was also no action whatever on the thorny question of political 
equal time, beyond one inconclusive round of hearings. There was an adopted resolution calling 
on the FCC to hold off on putting new stations on the clear channels and asking 
consideration of higher power. 

The bill to require that all TV sets sold in interstate commerce be equipped to receive 
UHF as well as VHF did go all the way through Congress. And Congress exacted as part of 
the price a promise not to indulge in any additional deintermixture. 

The Boston channel 5 decision, allowing Boston Herald-Traveler subsidiary 
WHDH-TV to continue in operation, is interesting from the point of view of FCC 
policy toward newspapers. 

Interesting, but not conclusive, because the final outcome may have been as much anti- 
Minow as pro-anything else. 

It was Commissioner Lee, probably as little anti-Minow as anybody else on the FCC with 
the possible exception of Bartley, who is said by FCC sources to have insisted on immediate 
consideration of the question. There had been a disposition to hold over for new Com- 
missioner E. William Henry's vote. 

As it turned out, the vote was 4-1 for WHDH, with Minow being the one. Neither Bart- 
ley nor Craven voted. 

The Herald-Traveler is both a newspaper and a corporation which has had antitrust 
difficulties, as have many other corporations in the broadcast field. It also faced an appli- 
cant which was not handicapped by a "black mark" for alleged misconduct in the original 
contest for the channel. 

The majority dealt most strongly with the newspaper aspect and with the past 
broadcaster performance situation. It acknowledged the FCC criterion of diversifica- 
tion of the media of communications when choosing between applicants. It said, however, 
the Herald-Traveler doesn't have the dominant newspaper position in Boston that its oppo- 
nents have alleged. 

The majority concluded that the admittedly excellent broadcast record of the Herald- 
Traveler with WHDH-radio and WHDH-TV more than outweighed the diversification factor. 
This would appear to be a turn away from what appeared to be a growing FCC hostility 
toward newspaper ownership. Admittedly, the anti-Minow factor can't be felt or weighed, 
although it was there. 

Even if Henry turns out to share the Minow ideas on the subject, thus subtracting the 
Cross vote, the Craven vote against discrimination against newspapers would make it pop 
right back up to four. 

Aside from the fact that the Commissioners were rushing to get as many votes in as 
possible before Minow brought up at least one reinforcement last week, the excellent WHDH 
record which everybody admitted acts against considering this case any kind of a sweeping 

Even after all these cautions, however, the WHDH decision does seem to bulwark 
the future hopes of newspapers in contested cases — and substantially. 

fONSOR/8 October 1962 



8 OCTOBER 1962 / copyright mz 

A round-up of 

trade talk, trends and 

tips for admen 

Looks like Phillips Petroleum will make a decision by the end of this week on 
the agency that's to succeed Lambert & Feasley in the administration of the $7-8- 
million Phillips account. 

The Phillips coterie designated to pick an agency has been in New York the past three 
weeks talking to candidate agencies and evaluating their respective advantages. 

Making the task a tough one is the fact that Phillips has had the same agency for 35 
years, ever since it emerged as an important figure in the oil industry. 

Getting special lines from the Bell System for regionals, feeds and cut-ins has 
become quite a headache for the traffic departments of the tv networks. 

Two things have created the problem : ( 1 ) the Government's call on such facilities for 
its space shots, Dew Line and computer uses and (2) the fact that the need for the 
cables has expanded faster than the conservative Bell System wants to expand. 

The solution : the FCC stepping into the situation. 

Just about a year ago James Vicary and his technique of subliminal projection 
kicked up quite a verbal storm. 

Ernest Dichter called the device "subliminal manipulation" and the FCC issued a 
verbotten ukase against this tinkering with the unconscious. Bills were even intro- 
duced to outlaw the thing. 

It's interesting to note what happened to Vicary subsequently : he ceased being a free- 
lance research consultant and took a job with Dun & Bradstreet. 

One way that an agency can put its continuance with an account in jeopardy is 
the attitude that it exercises toward attendance of important client sales meeting. 

A choice piece of business in the midwest appears to be on tenderhooks mainly because 
nobody of real consequence in the agency has shown up at such a gathering in some 

One of the smaller reps has composed a folksy bit of similitude to counteract 
the efforts of the bigger boys to alienate his cream stations. 

The argument runs something like this: The people in our organization are of the lean 
breed and not fat cats. Hence they're going to work harder and more efficiently for 
your station than those who already have it made. 

A cozy arrangement prevails on the sponsoring end of one of the cartoon series. 
Two people in the client organization and an executive in the agency involved in the 
account all have pieces in the firm producing the cartoon. 


The latest quarter from which Madison Avenue is expecting a blast is Time 

The publication has been doing a researching job on advertising research, with 
what is said to be an emphasis on tv. 

It's no secret to any one in the business that the ad fortunes of print haven't been so 
happy, particularly when compared to tv. 

SPONSOR/8 October 196 

• - *?rr7&7s?& % ?^>>"?aH 


%££*„:■& «Wfc**<^*** !f * 

' 'v:-:*wsk*5 «k-: X-*-: 



lieball's jjreat center fielder, S. F. Giant Willie Mays, displays 
j,, y ease and grace in robbing another batter of a sure hit. San Fran- 
<■ x> Examiner photographs by Charlie Doherty. 

ACTION... and direct. That's 
what sports fans associate 
with San Francisco's 

Giants baseball, college 
basketball ice hockey, 
pro football, wrestling... 
they're all live and direct 
on KTVU. Sponsors know 
KTVU offers still another 

immediate buying action 
of audiences tailor-made 
for the advertiser's 
product message. Top 
syndicated shows, post 

'50 movies, children's 
programs, local 
productions. Match the 
program to your product 
and watch sales go. 

The Nations LEADING 
Independent TV Station 



Represented by H-R Television, Inc. 

PONSOR/8 October 1962 






Member of the Audit Bureau of Circulation 



to media director and manager of 
the media department of Roche, 
Rickerd, Henri, Hurst . . . Sydney 
H. Lawrence to Norman, Craig &: 
Kummel as marketing account ex- 
ecutive . . . Frank Fitzgerald to di- 
rector of programing at Warwick 
& Legler. 

Kudos: Esty Stowell, president of 
Ogilvy, Benson &: Mather, has for 
the third consecutive year been 
named chairman of the Advertis- 
ing Committee of the United Hos- 
pital Fund. 


There were some interesting de- 
velopments to come out of the 
Grand Bahama Island meeting of 
the Florida Assn. of Broadcasters. 

First, the 1963 Convention was 
set for Jacksonville, Hotel Robert 
Myer, 20-22 June. 

The Mid- January Board meeting 
will be at the Hotel Cherry-Plaza 
in Orlando. 

The association announced the 
continuation of its $500 College 
Scholarship started this year and 
the establishment of ten high 
school awards to be presented in 
late spring, 1963. 

Here's news for advertising schol- 
ars: the fall series of Time Buying 
and Selling Seminars of the IRTS 
kicks off 30 October. 

The eight-week course in the 
business side of broadcasting will 
be conducted on Tuesday evenings, 
5:30-7:00 p.m. at CBS Radio, 49 E. 
52 Street, New York. 

V majority of the radio stations in 
New York State have launched a 
•>ix-week campaign designed to in- 
crease the consumption of milk. 

Coordinated by the state Broad- 
asters Assn., the campaign in- 
ludes the airing by each station 
>f 21 one-minute spots a week on 
he theme "Milk is a Masterpiece 
)f Nutrition." 

DeSamper, radio-tv manager for 
olonial Williamsburg, to execu- 
ive secretary of the Virginia Assn. 
>t Broadcasters, a new post . . . 
Alfred A. Whittaker, vice presi- 
lent and director of marketing, 
Iristol-Myers Products division, to 

chairman of the ANA's Committee 
on Planning and Evaluation. 

Tv Stations 

KTTV, Los Angeles, which several 
weeks ago broke away from Blair 
to set up its own selling organiza- 
tion, has opened its San Francisco 
regional sales offices. 

Headquarters are at 68 Post 
Street under the helm of Ed Haw- 
kins, formerly with Lennen Sc 

Phone number: SUtter 1-3705. 

Syracuse looked like "the entertain- 
ment capital of the world" last 
week when WNYS-TV played host 
to a raft of Hollywood stars and 
civic, business and educational dig- 

The occasion was the 2 October 
Gala Premiere and Open House at 
Shoppingtown to mark the "offi- 
cial" opening of the new station's 
tv facilities. 

The public had an open invita- 
tion to come in and look around 
throughout the week. 

Ideas at work: 

• WFLA-TV, Tampa-St. Peters- 
burg, used a contest among high 
school students to pick a guest 
teenage reporter for its news staff. 

• WIIC and the Pittsburgh Gol- 
den Triangle Assn., a merchants 
group, drew more than 30,000 per- 
sons to downtown Pittsburgh for a 
salute to the 175th anniversary of 
the University of Pittsburgh. Event 
included a two-hour-long parade 
and an hour-long display of dra- 
matic pyrotechnics. 

• A unique advertising insert— 
a gate fold which opens upward, 
rather than out— is being used by 
KONO-TV, San Antonio, in its 
trade paper advertising, to drama- 
tize the station's new tower which 
boosts coverage from 8,000 to 18,- 
000 square miles. 

• WNAC-TV, Boston, in view 
of the changeable New England 
weather, has decided to have seven 
different weather girls this season, 
one each night of the week. The 
girls were introduced to the public 
last week via a whirlwind motor- 
cade tour to City Hall, the State 
House, the Weather Bureau at 
Logan Airport and several other 
populated spots. 

George L. Griesbauer to account 
executive in the local sales depart- 
ment of WMAL-TV, Washington. 
I). C. . . . Charles Macatee to na- 
tional sales representative foi 
WMAL (AM-FM &: TV), Washing- 
ton, D. C. . . . Edgar R. Smith to 
account executive for WOKR, 
Rochester . . . Steve Kronquest to 
loc al sales representative at WH EC- 
TV, Rochester. He'll be replaced 
at the radio station by Gary Sankey 
as sales rep . . . Austin Heywood to 
director of promotion and public- 
ity at KTLA, Los Angeles, replac- 
ing E. Robert Nashick, now adver- 
tising and sales promotion man- 
ager of KPIX, San Francisco . . . 
Howard E. Bolton to advertising 
and promotion manager for WIIM- 
TV, Grand Rapids . . . Tom E. 
Paro to station manager for WRC- 
TV, Washington, D. C. . . . John 
T. Murphy to executive vice pres- 
ident of Crosley Broadcasting 
Corp. . . . Dolores Wagner to head 
of the rating research department 
at KH J-TV, Los Angeles . . . Rich- 
ard H. Burt to the sales staff of 
WOKR, Rochester, from vice pres- 
ident and general manager of 
WDOE, Dunkirk . . . Crawford 
Rice to administrative assistant of 
KTVT, Sioux City . . . Charles 
Kelly, station manager of WCKT, 
Miami, to vice president of the 
Biscayne Television Corp., parent 

Radio Stations 

Richard H. Ullman, sales division 
of The Peter Frank Organization, 
revealed its 1963 line of produc- 
tion and station concept packages 
at its semi-annual series of sales 
meetings in New York. 

Included in the 1963 materials 
of the radio syndicator: updated 
versions of RHU's "The Big 
Sound," "Dimensional Radio," and 
"Formatic Radio" and a new line 
of musical commercials ranging 
from simple open-end jingles to 
custom-created commercial con- 

In addition. RHU will now dis- 
tribute product created by another 
firm, Music Makers. 

Financial report: Wometco Enter- 
prises reported net income for the 
12 weeks ended 8 September was 

PONSOR/8 October 1962 


up 34.8% to $400,834 over the 
$297,462 reported for the same 
period in 1961. Per share earnings 
were 36 cents vs. 27 cents and gross 
income was $4,184,814 compared to 

Sports sales: The Notre Dame 
football games on WABJ, Adrian, 
Mich., to Wilson Motor Company, 

Inspection tour: A group of 25 
U. S. businessmen and broadcast- 
ing officials, led by the Radio Free 
Europe Fund, leaves New York 12 
October for a look of RFE's facil- 
ities in West Germany and Portu- 

Happy anniversary: WSUN, Tam- 
pa-St. Petersburg, celebrates its 
35th year in November. 

New quarters: WSLX, Nashville, 
held an open house to mark the 
opening of its new Broadcast Cen- 


Valentine to news director at KEX, 

Portland, replacing Pat Wilkins 
who moves to KATU-TV . . . 
Charles Kennedy to station man- 
ager of WONE (AM & FM), Day- 
ton . . . Michael Laurence, former 
director of public relations for the 
Straus Broadcasting Group, to vice 
president of Continental Public 
Relations . . . Bob Cooper to direc- 
tor of programing and assistant 
general manager at KEX, Portland 
. . . Robert Karr to account execu- 
tive at KGMB, Honolulu . . . Neil 
E. Derrough to national sales rep- 
resentative at KCBS, San Francisco 
. . . Chuck Heiser to merchandis- 
ing director of WCAU, Philadel- 
phia . . . Jack J. Link to general 
manager of the Chem-Air radio 


WPEN (FM), Philadelphia, began 
operating as a separate and inde- 
pendent station on the first of the 

Simultaneously, John E. Surrick 
was named sales manager, setting 
in action the first step to individ- 

ualize the operation of the fm sta- 

Surrick is on transfer from na- 
tional sales manager post at the 
am station. 

Due on the air: Fort Worth's 10th 
radio station— and its fourth fm fa- 
cility—will take to the air in late 
October or early November. The 
station: KXOL (FM). Jere Hahn 
has been named manager. 

ton Stern to merchandise manager 
of the QXR Network . . . Dale 
Peterson has resigned as general 
sales manager of KGBS, Los An- 
geles, to become director of broad- 
casting of Harry Naizlish Enter- 
prises, which includes KRHM 
(FM), Los Angeles, KPAL, Palm 
Springs, taped radio and tv shows 
and real estate interests. 


There were no requests for rebates 
from the three sponsors of ABC 
Radio's coverage of the Patterson- 

Newsmakers in tv/radio advertising 

Fulton Wilkins has been named 
general manager of KEX, Port- 
land. He's been on the sales staff 
at KSFO, San Francisco, and pre- 
viously, spent four years with 
CBS Spot Sales in New York. Be- 
fore that Wilkins was with KNX, 
Los Angeles. KEX operation 
has recently been taken over by 
Golden West Broadcasters from 
Westinghouse Broadcasting. 

Donald F. McCarty, formerly 
sales manager of the Avery- 
Knodel radio division in New 
York, has been named director 
of radio sales development and 
special services for the rep firm. 
Before joining A-K, he was an 
account executive and in media 
at the S. E. Zubrow agency. He 
also worked for Schlitz and 

Vance L. Eckersley is the gen- 
eral manager for WTEV, the new 
third station in Providence-New 
Bedford-Fall River. He's been 
in tv since 1953 when he was 
named management representa- 
tive for WDAU-TV, Scranton. 
Previously he was an attorney 
and CPA. In 1954 he became 
head of WDAU (AM & TV) 
for Scranton Broadcasters. 

Peter R. Allen, a sales executive 
in John Blair's Detroit office 
since July 1960, has transferred 
to the same post in New York. 
Allen started as a salesman for 
the Burroughs Corp. for two 
years, then worked for WWJ, 
Detroit, as a time salesman, for 
the D. A. Marks agency as an 
account executive and WXYZ- 
TV. Detroit as a salesman. 


SPONSOR/8 October 1962 

Liston fight, advised the network. 

Although the bout lasted only 
two minutes and six seconds, the 
network was on the air from 10:05 
to 11:17 j). in. with coverage and 
commentary. This satisfied all ad- 
vertiser guarantees. Sponsors were 
Hudson Vitamins Products, Bris- 
tol-Myers and The Mennen Co., 
which had the pre-fight segment. 

Note from Sindlinger: 67,783,000 
people in the continental U. S. 
heard the radio network's cover- 
age, the largest audience for any 
commercially sponsored event in 
broadcast history, according to 

CBS Radio still has quite a bit of 
mileage to go in connection with 
the presentations of "The Third 
Dimension," its audio-visual pitch 
on transistor-battery radio usage 
based on the new Nielsen service. 
Since mid-September, the net- 
work has given public showings in 
New York, St. Louis, Chicago and 
Minneapolis. Cities still on the 
itinerary for October presenta- 
tions: Philadelphia, Boston, Cleve- 
land, Akron, Detroit, Cincinnati, 
San Francisco and Los Angeles. 

Sales: One-third sponsorship of 
NBC TV's coverage of the elec- 
tions 6 November to Purex (Ed- 
ward H. Weiss) . . . "NBC News 
Morning Report," a new series of 
five-minute daily news reports, to 
General Mills (NL&B) and Bristol- 
Myers (Y&R) . . . "Alumni Fun," 
a new Sunday afternoon question 
and answer show which premieres 
on ABC TV in January, to Ameri- 
can Cyanamid . . . ABC TV's 
"Fight of the Week" to General 
Cigar (Y&R), which joins Gilette 
>n the weekly boxing series . . . 
NBC TV's "Today Show" to West- 
clox, starting 15 October . . . ABC 
FY's "discovery '62" to Post divi- 
sion of General Foods. 

Happy anniversary: "Sunoco Three 
Star Extra," NBC Radio's Mon- 
iay - through - Friday 15 - minute 
rewscast, celebrated its 15th year 
m the air 28 September. 


on Brown, manager of program 
uiblicity for the NBC Press de- 
Kutment to coordinator of NBC 
sews Information Services and 

Merryle S. Rukeyser, Jr. to direc- 
tor of program publicity . . . Gene 
F. Seehafer, account executive in 
the Chicago office ol CBS Radio 
sales, to the New York staff. 


Thomas E. Rankin, formerly of 
KETV, Omaha, was named branch 
manager of the new Broadcast 
Time Sales office in Pittsburgh. 

The office is the second of five 
to be set up this year. 

BTS plans the opening of three 
more offices before the end of this 

Rep appointments: W'NDR, Syra- 
cuse, to Robert E. Eastman . . . 
WMMM, Westport, to Prestige 
Representation Organization . . . 
WFBL, Syracuse, to Advertising 
Time Sales . . . WSLS-TV, Roa- 
noke, to Katz . . . WAII, Atlanta, 
to Blair-TV. 

ert Mugnai to the sales force of 
National Time Sales . . . John A. 
Thackaberry, Los Angeles manag- 
er, to vice president, Lee A. Lahev 
to secretary, and Frank L. Boyle 
to vice president of Robert E. East- 

Obit: Stanley J. Reulman, vice 
president of the Western division 
of Katz and manager of the San 
Francisco office died 28 September. 


News out of Four Star the past 
week included figures on a pros- 
perous fiscal year just over, a sales 
report from the newly-formed dis- 
tribution arm and consumer ad- 
vertising plans for the future. 

Four Star Television net profit 
for the fiscal year ended 30 June 
totaled $734,077 or $1.20 a share 
compared to $647,422 or $1.06 per 
share the previous year. Gross rev- 
enues for the 1961-62 fiscal year 
were $19,962,980 compared with 
$24,193,715 the previous fiscal year. 

More than $750,000 in market- 
by-market sales was grossed by the 
new r Four Star Distribution Corp. 
in the first four weeks of its exist- 
ence, according to vice president 
and general manager Len Fire- 
stone. The company is selling five 
Four Star off-network shows. 

Set against this bullish back- 
ground, the syndication branch of 
Foui Star has scheduled an un- 
precedented consumer ad cam- 
paign io supplement) its trade ad- 
\ei tising. 1 nc luded w ill be ads in 
local consumer newspapers just 
prior to the arrival of the Four 
Star representatives in each mar- 
ket, to inform both station execu- 
tives and the public. 

Warner Brothers and Red Skel- 
ton's Van Bernard Productions 
have gotten together for the de- 
velopment of some new tv ma- 

Under the new production ar- 
rangement, Guy della-Cioppa, ex- 
ecutive producer of Van Bernard, 
will be in charge of project devel- 
opment for Van Bernard in its 
association with Warner Bros. 

A new film production company 
to produce and package tv docu- 
mentaries and industrial programs 
has been set up by three former 
CBS TV executives. 

The three: Charles Romine, 
Charles R. Fagan and David 

Name of the new company is 
Fast End Productions. 

Sales: Screen Gems' new package 
of 73 post- 1950 Columbia features 
to WGAN-TV, Portland, follow- 
ing the initial sales to four CBS 
TV o&o's . . . Allied Artists Tele- 
vision's Cavalcade of the 60's, 
group I, features to WLOS-TV, 
Asheville, WTAF-TV, Marion, 
WPRO-TV, Providence, WOKR- 
TV, Rochester, WSAV-TV, Savan- 
nah . . . NTA's "Probe" to Idaho 
First National Bank for stations 
in Boise and Idaho Falls, KXLY- 
TV, Spokane. WEAR-TV. Pensa- 
cola, WHBF-TV, Rock Island- 
Davenport, tipping total markets 
to 40 . . . Seven Arts volumes four 
and five of 93 post- 1950 Warner 
Bros. features to 15 more stations, 
following initial sales to three CBS 
TV o&o's . . . Warner Bros, first 
half-hour series release, "Lawman," 
to WNEW-TV, New York; KTL A. 
Los Angeles: WWJ-TV, Detroit; 
KHOU-TV, Houston; KPTV, Port 
land; KFDX-TV, Wichita Falls. 

Financial report: Official Films 

had pie-tax earnings of $433,000 

P0NS0R/8 October 1962 


for the fiscal year ended 30 June. 
Net income after taxes was $205,- 
000, equal to 7 cents per share. 

New quarters: United Artists As- 
sociated has entered the second 
phase of its expansion program for 
1962 with the removal of its New 
York home office to 555 Madison 
Avenue. The former headquarters 
at 247 Park Avenue will continue 
to house accounting, advertising, 
promotion and research depart- 


Joannes to western division man- 
ager of 20 Century-Fox Tv, re- 
placing William L. Clark, who 
moves to New York as eastern divi- 
sion manager. 

Public Service 

WNOX, Knoxville, took to the air 
to explain to its listeners the whys 
and wherefores of its broadcasting 

This more or less offbeat public 
service concept takes the form of 
a 10-minute tape called "Profile" 
which the station ran on alternat- 
ing days during the week of 24 

Originally devised for Blair pres- 
entations, the tape was presented 
in program form, narrated by pro- 
gram director Bob Hood. It pre- 
sented a montage of both network 
and local programs. 

Public service in action: 

• KCBS, San Francisco, served 
as the official broadcast informa- 
tion center for the Bay Area medi- 
cal associations - sponsored K. O. 
Polio campaign. 

• The 90-minute public forums 
dealing with Morality, Moderniza- 
tion and Manpower in Massachu- 
sets government, will be presented 
by WBZ-TV and radio, Boston, in 
the latter part of November. 

• In conjunction with the open- 
ing of public schools in the Wash- 
ington area, WWDC is in the 
midst of an editorial campaign to 
stop school vandalism. 

• All Congressional candidates 
seeking offices in 20 Southern Cali- 
fornia districts have been invited 
to appear on a two-hour and 15- 
minute program on KTTV, Los 
Angeles, 4 November. 

• All five Corinthian stations 

will telecast the educational "Mag- 
ic Room" series which was devel- 
oped and produced by KHOU-TV, 
Houston. It's designed to stimu- 
late young minds and encourage 
the whole family to enjoy the 
world of books. 

• New York stations WNBC- 
TV and WCBS-TV have extended 
invitations to gubernatorial candi- 
dates Rockefeller and Morgenthau 
to debate campaign issues, in the 
hopes of breaking the deadlock 
over efforts to arrange such a con- 

• WHLI (AM & FM), Hemp- 
stead, has launched a new series 
called "Pioneer 6-1000" designed to 
tell the story of the Nassau County 
Police Department. 

Station Transactions 

WERI, Westerly, R. I. has been 
sold by Dr. Augustine L. Cavallaro 
and family to Westerly Broadcast- 
ing Co. 

Westerly is 60% owned by Wil- 
liam E. (Pete) Matthews, recently 
retired Y&R media executive. 

Price: $185,000. 

Negotiations were handled by 

KSTB, Breckenridge, Tex., lkw 
daytimer, has been sold by Hugh 
M. McBeath to a group headed by 
Frank Junell of Lubbock. 

Junell has interests in KBYG, 

Big Spring, and KNIT, Abilene. 

Total consideration was $60,000 
and the transaction was handled 
by Hamilton-Landis. 

New quarters: Blackburn & Co. has 
moved to new California offices in 
The Buckeye Centre at Wilshire 
and Beverly in Beverly Hills. 

New tower: KVKM-TV, Mona- 
hans, now under the sole proprie- 
torship of John B. Walton, Jr., is 
broadcasting from a new tower. 


A new VTR Sweep Generator de- 
signed to simplify optimum align- 
ment of videotape recorders is be- 
ing manufactured by Visual Elec- 
tronics Corp. 

The new unit can test the entire 
VTR signal system from video in- 
put to video output, provide an 
output for simultaneous display of 
individual head and electronics 
performance on a four-channel 
basis, evaluate combined or indi- 
vidual performance of playback 
pre-amplifiers, switcher, modulator 
and demodulator chassis, and aid 
in pinpointing sources of excessive 

A new 1,000 watt am broadcast 
transmitter has been introduced by 
Gates Radio. 

The transmitter is available with 
either silicon or tube rectifiers. 

depth perception: 
the facts as seen 
through our eyes 

Hundreds of satisfied clients in the past have depended 
on Blackburn's clear analysis of the facts on changing 
markets before entering into a media transaction. 
Protect your investment, too, consult Blackburn. 

BLACKBURN & Company, Inc. 



James W. Blackburn 
Jack V. Harvey 
loseph M. Sitrick 
RCA Building 
FEderal 5-9270 

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


Clifford B. Marshall 
Stanley Whitaker 
John C. Williams 
Cerard F. Hurley 
1102 Healey Bldg. 
JAckson 5-1576 


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


SPONSOR/8 October 1961 



ake two pro football teams. 

Give one a solid ground game plus a 
strong aerial attack. 

Give the other a solid ground game. 

Want to bet on the winner? 

Take two good radio stations in a 
market that interests national 

Give one a fine local acceptance plus 
strong national identification. 

Give the other fine local acceptance. 

Who walks off with most of 
the marbles? 

WWDC is one station that believes in 
telling buyers its spot advertising 
story through advertising. 

INCREASE DOESN 1 n tel,s them month after montn > 

and year after year. 

It believes that the spot buying 
season never ends. 

Ask any timebuyer, or account 
executive, or ad manager concerned 
with national spot to locate WWDC, to 
tell you something about it. 

You'll be impressed with the high 

^ecall percentage. At the right time this . . . 



U2TK Street. N.W. • Washington t. DC 
Phone TUckerman 1-TiOO 
Studios and transmitter • WWDC Park 
8800 Brookvtlle Road. Silver Spring. Md. 

September 10, 1962 

M-t. Hodman R.. Qtenn 


555 %fth Avenue. 

New IpAk 17, New tyo-tk 

beoA No<tm: 

Since 1952 ! M it) 3 C'-A national, &pot buAinedA haA. incAea&ed nearly 500%. 
f\nd beaA. in mind that we weAen t doinq. badly in 1952. 

DkLs, Ia a Good -ito-ty fo-t, ttade papeA adue-ttiAinq. and foA. SponA-OA. 

9t miaht have been euen better if it had not been neceAAaAy dtvoina the 
taAt few yeaAA to often tuAn down buA-ineAA. became of a tack- of avail- 

Much of the cAedit foA this aAowth muAt ao to oua. oeAy able -tepAeA-entatiueA., 
fehn &taAA. & Company, with whom, we hone been o6A.ocAMX.ed 4,ince. 1951 . ftrvd 
they -be the fiAAt to admit that theiA fob had. been made eaA-ieA by the 
imaac cheated foA ii) (fJ b C thtotdah consiAtent ttade pAAiAA adu eAtidinq, . 

Sponsor haA. been a boatc medium, yea*, afte/c yeaA thAouqh thiA qAowth 
peAtod. /? few weekA aqo we renewed with osvotheA AequiaA -ichedttte of 
fuLL paqcA foA the neKt twelve months. 

ftfe -*e tookinq foAwaAd to utOAe healthy Apot incAeoAeA.. So, of cotutAe we 1 Li 
continue biq Apace AchednteA in- SponAOA. 

SinceAety youAA, 

l$en StAOHAe 

the station that keeps people tft mind 

recall adds up to sales. Ask any Blair man about WWDC. 
It's a standout. They all think of these call-letters 
with enthusiasm and pride. 
Advertising has something to do with this. 

Your station has a secret weapon. 

The weapon of national advertising. We suggest you 

make full use of it. After all, it's your business. 


'^ ec,,* 

G *ou P . 


0,0 ■*» 


' -^ 

WWDC National ***«* **« sto ^ * *W^^y £? v,, ^ 

Spot Sal.. Inc^aae, ^. °* *o t ^^*?$ *W 

INCREASE Ve S *, a «-Z So >. cs - 

1952 (base year) 




















1961 471% 

*•*». »«(» I9J< nnrl I»«. ari-orHing to Bin 
*tt*u.. prrMrnl »/ WWDC. ttilerti ►««»« 

• . 




By Joe Baisch 

V.P. and general manager, 
WREX-TV, Rockford, III. 

Ode to the dignified salesman 

Give me sales people who are not 
idolaters of the dollar — men 
who are not hypnotized by money! 

Rather give me salesmen who 
love to sell — who are optimistic in 
meeting the challenges of each day. 
Men who can keep the dollar sign 
in proper perspective, but who can 
develop public service ideas to en- 
hance the value of the station-cli- 
ent-community relationship. 

A station's entire sales depart- 
ment should be oriented to create 
and develop community service op- 
portunities as they occur on the 
area scene. And when they create 
and develop such public affairs op- 
portunities, they should do so with 
an eye toward selling the resulting 
program to an advertiser — very pos- 
sibly a specific advertiser. And then 
they should go out and sell that 

There are many reasons why 
salesmen should do this; some ob- 
vious, some less so. In any city, 
there are numerous events which 
are of great civic interest and uplift 
to the citizenry: fairs, parades, 
sports tournaments, church services. 
But remotes cost a tremendous 
amount of money. You must set up 
microwave relays, rent extra zoomar 

lenses, secure additional insurance, 
deploy a remote operating crew 
while still maintaining studio 
crew, etc. Therefore, it is impor- 
tant that this severe out-of-pocket 
drain be at least partially defrayed 
by a local, able sponsor who helps 
underwrite the program. Because 
without such sponsorship, the av- 
erage stations in a medium (or es- 
pecially smaller) market, would be 
able to program very few remotes 

This is the course we took at 
WREX-TV. But as time went on, 
another effect became apparent — 
and one which we did not foresee. 
The local advertisers who spon- 
sored such public service remotes 
began to accrue benefits far and 
above the realization of expected 
marketing objectives. Some began 
to become so identified with pro- 
moting the community weal, that 
they developed a truly new image, 
if I may be pardoned for using an 
overworked expression. 

A case in point. An area dairy, 
Muller's Pinehurst, had been using 
a vehicle called Space Patrol. A 
creative salesman came up with the 
idea of presenting a safety patrol 
award each week to boys and girls 

Wtyf' _ 

Joseph Michael Baisch, vice presi- 
dent and general manager of 
WREX-TV, Rockford, III. came to 
broadcasting via the motion pic- 
ture exhibitor route, as manager, 
booker and film buyer for chains of 
theaters. He was a much decorated 
bomber pilot during World War 
II: In recent years, he has become 
an outspoken champion of itidivid- 
ual liberties and foe of government 
interference in business. 

chosen by fellow students as out- 
standing members of the school pa- 
trol. Featured were films of patrol 
children in action at the winning 
school, and an on-air award by a 
local police officer. Muller's Pine- 
hurst devotes one of its three 
weekly programs to safety. 

The results could hardly be fore- 
told. For one thing, Muller's Pine- 
hurst received a National Safety 
Council citation for exceptional 
service to safety, and ran a print 
campaign based on this fact. 

This is the crux of my exposi- 
tion. By selling public service, you 
may well benefit the sponsor most 
of all. 

Sales personnel should get per- 
sonal gratification by making pub- 
lic service a part of their normal 
selling activities. Certainly a sales- 
man should be well paid, but in 
addition, there's a personal reward 
in seeing the coming to life of an 
idea that he conceived, executed 
and made possible. Such salesmen 
share the pride of accomplishment 
with administration, programing 
and production. 

This is the kind of creative sell- 
ing oriented to community service 
that makes the difference between 
an average tv salesman and a great 
one. To sum up, such a man re- 
sourcefully captures the imagina- 
tion of advertisers by integrating 
service to community with his calls. 

Give me a salesman with a wide 
and elastic mentality ... a man 
able to cut through the crust and 
find the heart of an idea with a 
cjuick slice. Give me a man who 
can weigh commercial possibilities 
yet amplify the community service 
aspect into the pulse beat of the 
commercial structure of business. 

Give me a salesman with suffi- 
cient mental acuity to meet con- 
stant temptation without compro- 
mising principle or quality — any- 
one can sell it cheaper — and the 
character and integrity to earn 
their own respect. Above all, give 
me men who win respect, but fif& 
have a deep respect for themselves. 
If these modest requirements arei 
fulfilled, we need to have no fear 
or apprehension about the future 
freedom of broadcasting in Amer- 
ica, for we will still be serving the 
needs of our country, and we will 
have deserved our God-given right 
to remain a free people. ^ 


SPONSOR/8 October 1962 





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

Hoover Vacuum (Burnett), which bought some 50 markets for 15 
October starts, may have to delay its schedules for two weeks. 

The reason: the four-week campaign is for Hoover's new portable 
vacuum, and factory production hasn't kept up with schedule start dates. 
This is quite a snag for Hoover, because lots of stations won't hold avails 
for a two-week delay, especially mid-October, when the bulk of fall busi- 
ness starts. 

Hanes Hosiery has taken to the spot tv circuit to introduce its new 
runless sheer seamless stocking, Sheer loc. 

The campaign, an extravagant one for the stocking manufacturer 
which spent a modest $384,940 in spot tv last year, involves 43 stations 
in 28 major markets. 

Schedules of 10- and 20-second spots aimed at Christmas shoppers, run 
until 9 December. Agency is James R. Flanagan. 

For details of other spot activity last week see items below. 


Lever Brothers is active with heavy schedules on behalf of Golden Glow 
Salad and Cooking Oil. Schedules of daytime and fringe minutes con- 
tinue through 15 December in selected markets. The agency is SSC&rB 
and the buyer is Brian Barry. 

[obil Oil schedules which start this month will run through the end 
)f the year. Time segments: prime and fringe minutes. The account is 
Ted Bates and the buying contact is Don Kelly. 

\merican Home starts today, 8 October, with eight-week schedules for 
Sani Flush. The campaign is based on day and night minutes and 20's. 
The buying is being done out of Ted Bates by Jerry Van Horsen. 

Dow Chemical is running 13-week schedules for Handi Wrap, all spots 
>eing minutes in fringe time. Agency: Norman, Craig & Kummel. Buyer: 
>tan Yudin. 

Colgate launches a campaign on 14 October for Florident. Requests are 
or fringe-time minutes to run for seven weeks. The buy is out of Street 
!c Finney and the contact is Eleanor Scanlan. 

lii'sebrough-Pond's is going in on a short-term basis for Prince Matcha- 
>elli Prophesy Perfume. Schedules of prime and fringe time 20's will 
mi from 22 October to 4 November. The agency: J. Walter Thompson. 
The buyer is Helen Davis. 

. H. Breck launches schedules for various products today, 8 October, 
he campaign is based on 11-week runs of day and nighttime minutes, 
he buying is being done out of Reach, McClinton by Irene Bourgouin. 

astern Airlines begins 26-week schedules next week, 15 October. Chain 

"Spot shot?" 

THE PLAY OFF! To get a man 
today, a girl should be able to 

play a lot; play house, golf, 
tennis, bridge, the stock mar- 
ket and dumb. 

wtrf-tv Wheeling 

NOW HEAR THIS! If you can't 
hear a pin drop, your biggest problem is that 
you're a lousy bowler. 

Wheeling wtrf-tv 
HANDY ADVICE! Mister, if you want the gals 
to eat out of your hand, just become a 

wtrf-tv Wheeling 
THIS'LL BUG YA! A wasp bite over the same 
spot that the mosquito gotcha? Sting Along 
With Itch? 

Wheeling wtrf-tv 
LIKE MAN! The little boy had strayed away 
from his father at the fairgrounds and cried 
to a policeman that he was lost. "What's 
your father like?" asked the officer. The 
little fella quickly replied, "Beer and women." 

wtrf-tv Wheeling 
DIAGNOSIS! With a bushel of apples, you can 
have a wonderful time with a doctor's wife. 

Wheeling wtrf-tv 
BATTLE OF THE BULGE! Remember gals, if 
it melts in your mouth, you'll see it bulging 
in your mirror later on. 

wtrf-tv Wheeling 
know what good clean fun is?" 
what good is it?" 

Wheeling wtrf-tv 
THE AMERICAN TOURIST looked into the 
crater of a famous Italian volcano and com- 
mented, "Looks like Hell." His admiring guide 
shrugged his shoulders and said in amaze- 
ment, "Uh, you Americans have been every- 

wtrf-tv Wheeling 
'SPOTLIGHT your next advertising campaign 
to the Wheeling-Steubenville TV audience, the 
big and buying bunch delivered by WTRF-TV 
from Wheeling. Hollingbery will get you 
Wheeling on the Merchandising Brandwagon, 

"Don't you 
He: "No, 



Cuisine Exquise . . . Dans 
Une Atmosphere Elegante 

575 Park Avenue at 63rd St. 

-unch and Dinner Reservations 
Michel : TEmpleton 8-6490 

P0NS0R/8 October 1962 



President and Publisher 
Norman R. Glenn 
Executive Vice President 
Bernard Piatt 


Elaine Couper Glenn 



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 
Mr». Ruth S. Frank 
Jane Pollak 
William J. McCuttie 
Barbara Love 
Art Editor 
Maury Kurtz 
Production Editor 
Mrs. Lenore Roland 
Editorial Research 
Cathy Spencer 

Special Projects Editor 

David Wisely 


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 


Jack Rayman 

John J. Kelly 
Mrs. Lydia Martinez 
Sandra Abramowitz 
Mrs. Lillian Berkof 


Business Manager 
C. H. Barrie 
Assistant to the Publisher 
Charles Nash 

Mrs. Syd Guttman 
Reader Service 
Dorothy Van Leuven 
General Services 
George Becker 
Madeline Camarda 
Michael Crocco 
Rose Alexander 




breaks and prime time are being sought. The agency is Fletcher Rich- 
ards, Calkins & Holden and the buyer is Jim Kelly. 

Martini and Rossi has lined up 10's, 20's and I.D.'s in prime and fringe 
time for a 10-week campaign beginning 10 October. Herb Stone is the 
buyer at Reach, McClinton. 

General Foods begins a three-week drive on behalf of Instant Maxwell 
House on 15 October. Prime 10's and 20's will be used. Benton &: Bowles 
is the agency and Laurie Pamentel is the buyer. Schedules also start next 
Monday for Post Cereals. Here the run is from three-six weeks, depend- 
ing on the market. Time segments: prime 20's. The buyer at B&B is 
Stu Hinkle. 

Corn Products has scheduled Mazola Oil for an all-out one day election 
coverage buy, 6 November. Minutes, chain breaks and I.D.s are being 
sought. The agency is Lennen & Newell and the buyer is Dee Heather. 

Thomas Lemming Co. is going in on 15 October with 20-week schedules 
for Ben-Gay and Pacquin. Time segments: 20's, 30's, and minutes. 
Markets: 25. The agency is William Esty and the buyer is John Phalen. 

Jergens Lotion is choosing night minutes and 20's for four-week schedules 
beginning 5 November. The buying is being clone out of Cunningham i 
& Walsh by Rick Vusciglio. 

International Latex is looking for minutes in a host of markets to pro 
mote Isodine. The campaign is scheduled to kick-off on 4 November! 
and continue for 26 weeks. The agency is Reach McClinton and Rene 
Rays is the buyer. 

Yuban starts at the end of the month with schedules in top markets. The 
request is for prime and fringe 20's and fringe minutes, to run for seven 
weeks. Benton & Bowles is the agency and Tom Field the buyer. 


Chevron (California Oil Company) encouraged by the success of its 
summer-time auto safety seat belt push, is breaking out an extensive 
campaign for that product in Boston, Washington and Philadelphia 
Multi-stations in each market are involved in the fall campaign which 
is scheduled to run through November. Starting dates and flight dura 
tions vary in each market. Minutes, at the rate of 25 per week are beint 
used. Agency is BBDO. Buyer: Mai Murray. 

Dodge Dealers of Philadelphia, buy multi-stations in the Philadelphia 
area for a 4-week flight beginning early this month. Minutes are beinj 
used. Mai Murray is doing the buying out of BBDO. 

Pennsylvania State Political Party is lining up three Philadelphia station 
for a heavy saturation campaign scheduled to run from 10 Octobe; 
through 5 November. Daytime minutes in housewife and adult tim<| 
periods are being sought. Agency is North Advertising. Buying is bein; 
handled by Betty Weimers and Reggie Schuebel. 


SPONSOR/8 October 1965 

It's PENNSYLVANIA Avenue in Washington, D.C. 

It's MAIN STREET in Ohio's Third Market 

The President may travel Pennsylvania Avenue during his inaugural drive, but if he is feted in Dayton 
he'll ride down Main Street. And nowhere in Ohio's Third Market do we make any bones about the fact 
that so many of our main streets are called just that. ■ This doesn't suggest, we trust, that we are alto- 
gether provincial, but it does point up the fact that people are a little different here. Not better. Just 
different. And it explains why we take such pains to program precisely to those differences with a varied 
fare of facts and entertainment. With the result — and we have piles of statistics to prove it — that people 
on our Main Streets, and our side streets, and down our country lanes, consistently prefer our signals — 
on TV, on AM, on FM. ■ And, by and large, they have more spending money in their pockets (some- 
times nicknamed "discretionary income") than people in any other Ohio market. Ask George P. Hollingbery. 


Associated with WSB, WSB-TV, Atlanta. Georgia 
and WSOC, WSOC-TV, Charlotte, North Carolina 



AM — 1290 HC 
I FM — 99 1 WC 


Chan nt I 




You'd think that a local businessman who is getting outstanding results from 
his investment in KRNT-TV advertising would keep it to himself, like a gold pros- 
pector who had hit a rich mother lode. 

But, it seems, one man can't keep from exclaiming to another "Eureka! I 
have found it." Result? Nearly 80 r ( of the local television dollar in this major 
3-station market is invested on KRNT-TV, a one-rate station. Amazing? It's a 
true testimonial by FCC figures! It's been true since KRNT-TV signed on more 
than 7 years ago. 

Des Moines' largest buyer of local television time spends more than 90 r ( of 
his advertising budget on our station. Been doing it for years, too. 

The best salesmen we have are satisfied local sponsors, who spend "the critical 
dollar" that must come back many fold the next day in profit from added sales. 

Like we've been telling you in these pages for a long time. Think — 'tis the till 
that tells the tale. 

If you're not selling like you should in Iowa's capital and biggest city, you 
ought to be selling on KRNT-TV. We sell results. People believe what we say. 


Des Moines Television 

Represented by the Katz Agency 

An Operation of Cowles Magazines and Broadcasting, Inc. 

fe c 






Purex: the story 
behind women's 
specials P. 42 

15 OCTOBER 1962— 40c a copy / $8 a year 

RADIO moves with a going America 

Lightning fast play! And just as fast as it KOB Albuquerque WTAR Norfolk-Newport News 

happens, millions of Radio listeners hear it. WSB At,anta KFAB 0maha 

Only Radio reaches sports-loving Amer- wgr . Buffalo kpoj Portland 

icans at home, at work and on the road- WGN Chicag0 WRNL Richmond 

wherever they are, whatever they may be WDOK Cleveland wroc Rochester 

doing. And Spot Radio lets you choose the WFAA DallasFt Worth KCRA Sacramento 

time and place to reach them. These great KBTR Denver KALL Salt Lake city 

Stations Will Sell them your product. KDAL ■ Duluth-Superior WOAI San Antonio 

KPRC . . Houston KFMB San Diego 

WDAF Kansas City KYA San Francisco 

Radio Division KARK Little Rock KMA Shenandoah 

EdWard PetrV & CO.. InC. KUVC KREM Spokane 

«.**«■■«« w*. w w, v*v, ■■■%»■ WINZ Miami WGTO Tampa-Lakeland-Orlando 

Thf Original Station „ 

Represtntaiive KSTP Minneapolis-St. Paul KVOO Tulsa 

^^^^^^^^ ^ .^dfl fax* . -r#jj Intermountain Network 



Moppets inspect 'cookie baker' as Richard Elliotts, "Typical WXLW Family," scout new range. 


When you buy WXLW in Indianapolis you know in advance that your sales message will be 
more effective for the products you have to sell. Why? Because we are the first radio station in 
the market to use creative research in-person interviews* to profile the WXLW audience. Now 
we know where and how our listeners live . . . what they eat . . . what they wear and what they're 
going to buy! In this Market the WXLW audience is your best sales target! 

To reach and influence this above average adult listening audience . . . who control 27.9% of the 
Total Consumer Spendable Income in Indianaf — buy WXLW in Indianapolis. 
t (1960 U.S. CENSUS REPORT) 

5000 Watts 950 Kilocycles 

Indianapolis, Indiana 

Ask your Robert East/man for "the typical WXLW family" profile 

WJIM-TV's recent SPELLAVISION contest consisted of unscrambling 
30 words from letters superimposed on our screen . . . once hourly, 
one word daily, for thirty days. Results . . . 15,000 answers . . . 
5,000 contestants tied for first prize with 30 correct words. 

Great proof of concentrated viewing and WJIM-TV's 
dominance in mid-Michigan. 



When you buy Wisconsin's 
2nd Retail Trade Zone . . . 

Sliiiii i i» i ■ M m' i ■ i .1 ill ni« '•'" r"-* 






Yon can get a lot more penetration for 
considerably fewer dollars in the Madi- 
son/South Central Wisconsin market 
-if von direct your coverage to the 
actual 8-county market. And not to 
"added" counties where you're already 

Buy WKOW-TV to make sure that 
you're paying solely for audience 
within this actual market. WKOW-TV 
brings your commercial into 90 per 
pent of tv homes, bright and clear and 
unduplicated. You display your prod- 
uct more frequently, more efficiently. 

Ask your Young TV rep to prove this 
to you ! 



Tony Moe, 

Exec. Vics-Pres. & 
Gen. Mgr. 

Larry Bentson, Pres. 

Joe Floyd, Vice-Pres. 

Ben Hovel, 

Gen. Sales Mgr. 

Represented by YOUNG TV 

1,'i/f.Mil . 

Midcontinent Broadcasting Group 

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


15 OCTOBER 1962 

Vol. 16 No. 42 


p. 11 

Top of the News p. 11, 12 / Agencies p. 62 / Advertisers p. 63 
Associations p. 65 / Tv Stations p. 65 / Radio Stations p. 65 / FM 
p. 67 / Networks p. 67 / Representatives p. 67 / Film p. 67 / Pub- 
lic Service p. 67 / Equipment p. 68 / Station Transactions p. 68 

SPONSOR-SCOPE / Behind the news 

P. 19 


P. 26 


diversifying their catalogues. Majority are counting more heavily on 
help from station reps. More commercial minutes now sold. p 31 

HOW TO PUT OOMPH INTO RADIO / All-day seminar of radio and 
agency people explore means of stimulating more interest in radio. 
WBC is sponsor of this event. p oc 

TIMEBUYERS: WANT TO RELOCATE? / Studies show salaries and job 
opportunities vary widely from city to city, with best salaries in the 
Northeast and best opportunities lor women in the South. p 3g 

WHAT IS A RADIO SALESMAN? / An account executive offers his trib- 
ute to the radio salesman, a curious creature who knows more about 
your business than you do. His likes and dislikes are revealed, p 38 

discuss their business of photographing tv commercials oft-the-air foi 
advertisers and advertising agencies. p_ 4Q 

PUREX'S UNIQUE APPROACH TO WOMEN / Purex's specials which 
appealed to female viewers, were first to treat widespread — and often 
delicate — problems laced by women in today's society. p_ 42 

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 Fifth p. 6 / 4-Week Calendar p. 6 / Radio/T 
Newsmakers p. 66 / Buyer's Viewpoint p. 69 

SPONSOR PUBLICATIONS INC. Cl ned with TV ®. TJ. S. Radio ®. U.S.FM ©. Executln 

„, ■"» , Editorial. Circulation, and Advertising Offices : 555 Fifth Ave.. New York 17. 212 Murray Hi 
-8080. Midwest Office: Iil2 X. Michigan Ave.. Chicago 11. 312-«IU-11H(!. Southern Offici 
I'llkV 1 '-'" 1 '" 1 Au ' s " ■ Birmingham .".. 20.-|-322-<>528. Western Office: HOI California Ave., San Frindsi 

lll(w* s. 415 Yl 1-8913. Los Angeles phone 213-4<i4-St)S9. Printing Office: 31111 Elm Ave, Bait 

/ v » 11. Md. Subscriptions: I'. S. ss a year Canada $» a year. Other countries $11 a year. Sim: 

'i/n' copies 10c. Printed U.S.A Published weekly. Second class postage paid at Baltii . M 

i L9fi2 SPONSOR Publications In, 

SPONSOR/ 15 October 196: 

Gary Cooper, Jack Webb, 
Eddie Albert 

I >-u> '1 v 


/ » 



Marilyn Monroe, Marilyn Monroe, 

Monty Woolley, David Wayne Laurence Olivier, 
Sybil Thorndike 

Cary Grant. 
Ingnd Bergman, 
Cecil Parker 

Comedy from 20th-century Fox in: 

BELLES ON THEIR TOES - starring Jeanne Crain, Debra Paget, and Myrna Loy 
LET'S MAKE IT LEGAL - starring Claudette Colbert, MacDonald Carey, and Marilyn Monroe 
DOWN AMONG THE SHELTERING PALMS - starring William Lundigan, Jack Paar, and 
Mitzi Gaynor-and many more top comedies all contained in Volume 4's 40 great 
"Films of the 50's". 

Comedy from Warner Bros, in: 

TOP SECRET AFFAIR - starring Susan Hayward, Kirk Douglas, and Jim Backus 
ONIONHEAD- starring Andy Griffith, Walter Matthau and Joey Bishop 
THE GIRL HE LEFT BEHIND- starring Natalie Wood, Tab Hunter, and James Garner- 
and many more top comedies all contained in Volume 5's 53 great "Films of the 50's". 

Seven Arts Volumes 4 & 5 have everything — everything to please your audiences — 
top stars -top stories -top directors- they're all in Seven Arts' "Films of the 50's", 
"Money Makers of the 60's" Volumes 4 & 5 now available from Seven Arts. 




NEW YORK. 270 Park Avenue YUkon 6-1717 

CHICAGO: 8922-D N. La Crosse (P.O. Box 613), Skokie. Ill 
ORchard 4-5105 
DALLAS: 5641 Charleston Drive ADams 9-2855 

LA: 3562 Royal Woods Dr. Sherman Oaks. Cal. STate 8-8276 
TORONTO. ONTARIO: 11 Adelaide St. West EMpire 4-7193 

For list of TV stations programming Seven Arts' "Films of 
the 50's" see Third Cover SRDS (Spot TV Rates and Data) 

Individual feature prices upon request. 

What's in volumes 4 and 5 of Seven Arts' "Films of the 50's"? 

'555/ FIFTH 

Letters to 
the Editor 


Our client, the Alberto-Culver 

Company, requests permission to 

reprint the 17 September article 

"Cosmetic Sales Zoom with Tv 


Many thanks for your coopera- 
tion.— ALEX M. OSTFELD, Compton Advertis- 
ing, Chicago. 

In this office we are entranced by 
the article, "Insurance: Why Radio 
Can Help," special industry report 
No. 2 (1 October). 

Could you send us 20 copies as 
soon as possible? 

We would also like to take this 
opportunity to thank you for print- 
ing such an informative article. 
JAMES R. HENDERSON, program director, 
KBHS, Hot Springs, Arkansas. 


I have just finished reading the 
article, "Tv Specials— Some Big 
Changes" (24 September). It is 
both interesting and accurate. 

It was of course, developed to its 
fullest potential, and I'm sure you'll 
have good reader reaction to it. 
MICHAEL DANN, vice president, CBS TV Net- 


In Sponsor-Scope, of the 24 Sep- 
tember issue, you had an item call- 
ing attention to the possible reviv- 
ing of soap operas by some Mid- 
western station managers. I have 
been looking for this type of pro- 
gram for four years, but to no avail. 
Mv purpose in writing is to find 
out whether or not you have some 
sources for these shows, and if so, 




Advertising Federation of America seventh 
district meeting: 14-16, Hermitage, 
Nashville, Tenn. 

National Association of Broadcasters fall 

conferences: 15-16, Dinkier-Plaza Ho- 
tel, Atlanta, Georgia; 18-19, Biltmore 
Hotel, New York: 22-23, Edgewater 
Beach Hotel, Chicago; 25-26, Statler- 
Hilton, Washington, D. C. 

American Association of Advertising Agen- 
cies central regional meeting: 17-18. 
Hotel Ambassador West, Chicago; 
20-25 western region convention, Hil- 
ton Hawaiian Village, Honolulu, Ha- 

NAB-lnternational Radio & Television So- 
ciety joint luncheon featuring NAB 
president LeRoy Collins as speaker: 
18, Biltmore Hotel, New York. 

Mutual Advertising Agency Network final 
meeting for 1962: 18-20, Palmer 
House, Chicago. 

National Educational Tv & Radio Center 
fall meeting of station managers of 
affiliated tv stations: 18-20, Park- 
Sheraton, New York. 

National Assn. of Educational Broad- 
casters 1962 annual convention: 21- 

25, Hotel Benjamin Franklin, Phila- 

American Women in Radio and Televi- 
sion west central area conference: 
26-28, New Center for Continuing 
Education, University of Nebraska, 

Broadcasters' Promotion Association an- 
nual convention: 28-30, Holiday Inn 
Central, Dallas. 

International Radio and Television Society 

time buying and selling seminar: be- 
gins 30, CBS Radio, New York. 

American Assn. of Advertising Agencies 
east central regional meeting: 1, Stat- 
ler-Hilton, Detroit; eastern annual 
conference: 13-14, Americana Hotel, 
New York. 

National Association of Broadcasters fall 
conference: 8-9, Sheraton-Dallas Ho- 
tel, Dallas; 12-13, Muehlebach Hotel, 
Kansas City, Mo.; 15-16, Brown Palace 
Hotel, Denver. 

Association of National Advertisers an- 
nual meeting: 8-10, Homestead, Hot 
Springs, Va. 

Television Bureau of Advertising annual 

meeting: 14-16, Waldorf Astoria Ho- 
tel, New York. 

I wish you would let me know who 
thev are. I, too, believe there is a 
need and a demand for this type of 
programing in radio, and I am 
most interested in finding sources 
for material. -BEN HOBERMAN, vice presi- 
dent and general manager, KABC, Los Angeles. 

• One Chicago syndicator has a quantity of 
such program transcriptions on hand, and 
other producers in the Chicago area are con- 
sidering producing new ones. 


I read with considerable interest 
Seller's Viewpoint (13 August) by 
.Arthur Hamell, general manager 
of Commercial Producers. 

Have your ever given thought to 
creating some form of policing 
method or blacklist for unscrupu- 
lous promoters? 

We have had in our office sev- 
eral instances of chicanery. In 
one case the radio and television 
station advertised a product, the 
owner of the product paid the pro- 
ducer, but the producer never paid 
the station. Another instance: the 
producers put on a sales program 
for the station itself, committed 
the station to exorbitant prizes, 
look the money to pay for them, 
and never actually performed. In 
addition, money was collected 
from several of the sponsors in- 
volved and the money was never 
turned over to the stations. 

Of course, in both instances, 
proper safeguards could have been 
taken by the stations to protect 
themselves. However, it is not the 
normal and expected way to do 
business without any prior warn 
ing as to the producers' capability 
or reliability. 

In my opinion, these unscrupu- 
lous individuals are a blot upon 
the industry and have created the 
public image of all such sales in- 
itiative programs as being cheap 
and dishonest. 

If you would take it upon your- 
self, as part of your editorial pol- 
icy, to publicize these instances, ii 
is our opinion that all legitimate 
facets will be better protected am 
able to serve the public better an< 
as a result, all could make monj 
honest money.— HERBERT J. BLISS, Egai 
and Bliss, attorneys, New York. 

SPONSOR/ 15 October 196 

\ AjIVIORE Adult Men 1 8 to 49 
lUflllj IP \ * MORE Adult Women 1 8 to 49 

If | ^ p IB ■■ * MORE Teenagers and Children 



robert e. eastman & co., inc. 

He'll prove it to you 

with the latest Pulse 
and Hooper Figures! 



Richard E. N,--son, Pres. 
Lee C. Hanson, Gen'l Sales Mgr. 


in Cincinnati 










Climaxing a decade of superior showmanship, Four Star 
now offers a selected number of off-network series for 
individual market programming. 

Networks, sponsors and viewers alike have consistently 
acclaimed the premium entertainment proudly bearing the 
Four Star name. These programs have demonstrated their 
power to attract audiences and have established a fine rec- 
ord of results for advertisers. 

Your station will inherit this legacy of "proven-program- 
ming" with these Four Star series. Here is quality that 
will add prestige to your station . . . rating histories that 
will ease your spot selling job and enough variety to fit 
anywhere in your schedule. These and more, the reasons 
for an encore. 










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. 


Ckcwud £ 

Lancaster, Pa. 

NBC and CBS 

Clair McCollough, Pres. 

Representative: The MEEKER Company, Inc. • New York . Chicago • Los Angeles • San Francisco 


SPONSOR/ 15 October 1961 


Top of the news 

in tv/radio advertising 

15 October 1962 


As anticipated, the Phillips Petroleum account worth about $8 million, with 
Lambert & Feasley lor over 25 years, has joined JWT. Several people are 
being brought over from L&F, notably media, but Don Thorburn will be the 
account's managing supervisor. It's a gain of around $16 million on new 
business for JWT. Note: Phillips will spend from SI million a year in spot. 


After 33 years with the agency, 20 as chief executive officer, Sigurd Larmon 
will retire as chairman of the board of Young & Rubicam at the end of this 
year. The grooming of George H. Gribbin, president, as chief executive of- 
ficer, was begun back in 1958. No successor to Larmon as chairman has 
been named. 


NBC TV last week proved again that in tv, if you scratch an offbeat Held, you 
can virtually count on a competitive account to make it a parade. Latest case 
is Georgia Pacific Plywood. It's spending about $400,000 lor two one-minute 
participations a week in NBC TV's 13-week series, International Sports with 
Bud Palmer, plus quarter sponsorships in the Sugar and Senior Bowls. The 
International series starts 12 January. Douglas Fir Plywood is in its second 
season as sponsor of the David Brinkley Journal with an expenditure of about 
$2 million in time and talent over 39 weeks. 


Reflecting booming daytime business at the tv networks. CBS TV and ABC- TV 
both came out with anticipated rate hikes last week. Only the morning strip is 
affected by the CBS TV boost, but ABC TV's rate increase involves the entire 
day. (For details on this see SPONSOR-SCOPE, page 21.) 


Continuing the trend started last year when tv's share ol soft drink billings 
topped the 50% level, that category has tipped its tv expenditure in the Jan- 
uary-June period by 48.3%. TvB reported gross time tv billings were $15,- 
733.348 this first 1962 half, with spot getting $11,409,030 of the total. Lead- 
ing the others in the field was Coca Cola, with first half billings of $7,333,863 
over 53.834,477 in the first 1961 half. 


Radio practitioners and lay spokesmen gathered at New York's Hotel Ameri- 
cana for an in-depth look at the medium's programing future and some 
thorough soul-searching on current problems. (See story on page 35.) 


ABC TV is putting its daytime schedule through another shuffle 19 Novem- 
ber. Tennessee Ernie Ford and Jane Wyman repeats switch periods. Jane 
Wyman will occupy the 11-11:30 slot and Ford moves ahead to 12-12:30. 
Father Knows Best replaces Camouflage in the 12:30-1 niche. 

iP0NS0R/15 October 1962 11 


Top of the news 

in tv/radio advertising 



NBC TV is the first network to reach the finish line on the sale of the 1962 
elections. Libby, McNeil & Lib by (JWT) last week picked up the last re- 
maining one-sixth of the 6 November package, already sold to Purex, Lincoln- 
Mercury, Lipton Tea, Block Drug and Carter Products. 


It was a banner week for Dougherty, Clifford, Steers & Shenfield. The agency 
brought into the house the heavy air media portion of the Grove Laboratories 
Division of Bristol-Myers and the Airwick line of household products. To- 
gether, 4-Way Cold Tablets, Nasal Spray and Decongel (in test markets) spend 
a little over a million dollars. DCS&S already has Grove's Ammens, Minit Rub 
and Defencin. The other million comes from the Airkem account. It follows 
the takeover of Airwick marketing by Airkem from Lever Bros. 


There's some question whether broadcasters and political hopefuls will have 
time to plow through the 28-page Public Notice in the few short weeks left 
before election day. But there can be no question as to the FCC position on 
the use of broadcast facilities by candidates for public office. The Commission's 
comprehensive new compilation of interpretive rulings under section 315 
supercedes all prior Public Notices issued on the topic. 


As a result of the recent departure of general manager George Graham, Jr., 
from the radio network to NBC Enterprises division, NBC Radio has put 
through five personnel changes. They are: Howard G. Gardner becomes di- 
rector, sales administration and development; Robert C. Hitchens, director, 
sales planning; Joseph Kelly, manager, sales development; Jack Bernstein, 
manager, sales presentations; Herbert Brotz, manager, business affairs. 


John Blair & Co. last week went through a major transition. 
The steps in this change were these: (1) Blair-TV and Blair 
Television Associates were consolidated into a single setup un- 
der the name of Blair Television; (2). Dave Lundy, formerly 
executive v. p. of Blair Television Associates, becomes president 
and operating head of Blair Television, and Frank Martin, for- 
merly Blair-TV's New York sales manager, becomes executive 
v.p. of this merged operation; (3) Ed Schurick, the executive 
v.p. of Blair-TV, has left the company and will henceforth de- 
vote all his time to his cattle-breeding business and other enter- 
prises. Jim Theiss remains v.p. and sales manager of Blair's 
marketing division stations. 

Frank Martin 


SPONSOR/ 15 October 1962 

How the jeweler charmed Cleveland 
with Nighttime Radio 

This is the story of the J. B. 
Robinson Jewelry Co. and 
how WHK RADIO scored a 
sparkling success for this 
company. In the words of 
owner Larry Robinson"When 
fourteen months ago we 
tried WHK Nighttime Radio, 
the response was instan- 
taneous and overwhelming. 

Since then. we haven't skipped 
a day of WHK broadcasting." 
The moral of this story is: 
Put vour monev on the station 
with the largest following 
(Number One for over 2 years*); 
and the most local billing 
l50% in a competitive eight- 
station market I. Fill your f horn 
of plenty" Avith WHK RADIO 


P 1>E. MAR I960 — MAY-JUNE 1962 


Top of the news 

in tv/radio advertising 



Next year should prove a banner one for the consumer electronics industry, 
that is if 1962 is any indication. So opined Zenith Sales president Leonard 
Truesdell, who did some crystal- ball gazing for the Illinois State Chamber of 
Commerce. This year's tv sales have out-distanced 1961 in 30 out of the 
38 weeks through 22 September and radio sales have exceeded 1961 in seven 
out of nine months of this year. The expectation is that color tv sales will 
have a 100% increase in 1963. 


Imminent Federal Trade Commission action against rating services isn't ex- 
pected to cut very deep. It will probably aim more at the way results are used 
to promote one network or station against another than at the systems used. 
One indication of probable leniency is findings of both Senate and House 
Commerce Committees. A House study gave national ratings a clean bill of 
health and Senate hearings came to no conclusions, except that the FTC 
should become active in the field. 


The seventh oldest drug company in the country, S.S.S. Tonic, will switch its 
$1 million in billings to Tucker Wayne, Atlanta, the first of the year. The 
agency plans to expand its staff to handle the account, which has been spend- 
ing about $200,000 of its total budget in spot tv. 


Time, Inc. branches out in the broadcast field, with the acquisition of an in- 
terest in Producciones Argentinas De Television, S.A. (Proartel) . The Span- 
ish-language tv production outfit was founded two years ago by Goar Mestre 
and CBS. Based in Buenos Aires, Proartel supplies programing to all Spanish- 
speaking countries. 


NBC news has taken the security wraps off information carefully guarded by 
a handful of its executives since early last summer. William R. McAndrew, 
executive vice president, revealed that, at the invitation of group of West 
Berlin students, a film crew from the News division covered the four-month- 
long, top secret, and perilous construction of an escape tunnel out of East 
Berlin. The results of the operation will be televised on NBC TV 31 October 
as a special 90-minute documentary called "The Tunnel." 


Under the auspices of the Commerce Department, an industry-government 
committee will delve into the impact of advertising on economic growth. 
Primary aims: (1) the relationship between advertising expenditures and 
gross national product; and (2) the relationship between advertising outlays 
and business cycles. 

SPONSOR-WEEK continued on page 62 

14 SPONSOR/15 October I9G 



Don't forget to keep an eye on your supply of 
short subjects. They add spice and interest to 
any schedule — fill out uneven spots — create 
fresh formats and new audiences. Flexibility at 
low cost. Take a long look at these interesting 
short subjects from MGM Television: 



NEW YORK: 1540 BROADWAY. JU 2-2000 

The Passing Parade 

Pete Smith Specialities 

Crime Does Not Pay 

Our Gang Comedies 

MGM Cartoons 

Billy Bang Bang Movies 

for details and availabilities in 
your market call MGM-TV today 


1NS0R/15 October 1962 




WNEW-TV New York 

WTTG Washington. D.C. 
KMBC-TV Kansas City, Mo. 
KOVR Sac.-Stoikton.Calif. 
WTVH I'eoria, Illinois 
WTVP Decatur, Illinois 


WNEW New York 

Wll' Philadelphia. I'a. 
WHK Cleveland.Ohio 
KMBC Kansas City, Mo. 


Offices in California, 
Washington and Oregon 


Station Representatives 


WRUL Radio/New York 

International accord 

These six world-famous figures reached agreement on 
at least one subject: Each has appeared on "Open End," television's finest discussion program, for an extended 
two-hour conversation with host David Susskind. Produced by Metropolitan Broadcasting Television, "Open End" 
is one of many features on national, foreign and local issues presented each week on Metromedia's Television, 
Radio and International Broadcasting Stations. Our Foster and Kleiser Outdoor Division, turns to its community 
responsibilities in similar fashion by providing an extensive number of poster panels and painted bulletins each 
year for vital public service campaigns throughout California, Washington and Oregon. Metromedia, a diversified 
communications company, dedicated to a "quality operations" philosophy, presents the finest in entertainment, 
information and education to people living in an area covering two-thirds of the world METROMEDIA 




WPIX-ll is looking more like a network... more... and more.. .and more! 

Keep your network look with wpix-11. You do just that when you supplement 
your network shows in New York with a schedule on wpix-11. Your commercial 
is surrounded by big shows and stars like Lee Marvin, Steve McQueen, Hugh 
O'Brian, Anthony George and many more— all on wpix-11. Minute commercials 
in prime time in a "network atmosphere" of top shows and national advertisers 
is what you get every night on wpix-11, New York's Prestige Independent. 



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

15 OCTOBER 1962 / Copyright 1902 

Tv rep salesmen are rooting furiously for Colgate to get its spot control sys- 
tem at Bates operating smoothly and on all cylinders as quickly as possible. 

The wish accrues from what they describe as a lack of coordination among Colgate 
agencies in informing one another on what spots they are releasing. 

According to rep salesmen, the lack of cross-intelligence adds much to their serv- 
ice time and paperwork as a result of their scurrying around for spots for a Colgate 
agency which could have been picked up from another Colgate agency the day be- 

The airing of the situation is being done more out of hope than criticism. The sales- 
men realize that it takes time to get the administration of master contracts — Colgate 
adopted this device only last year — functioning properly, but they're wondering whether 
Bates, which is the control agency for these franchises, is getting all-out cooperation 
from the other Colgate agencies. 

Snags in a system, they observe, can often be overcome by a will to coordinate. 

Did you know that the news division of NBC TV as a unit is the biggest manu- 
facturer, if you prefer, producer, of tv programing in the world? 

The division this season will be responsible for the delivery of at least 698 hours of 
programing, and this does not include fastbreaking events like space orbits, election re- 
turns, "instant news" series and whatnot. 

Breakdown of the 698 hours, as calculated by SPONSOR-SCOPE: 







Huntley-Brinkley Report 



Scheduled specials 



David Brinkley's Journal 



Chet Huntley Reporting 






Thirteen telecasts became eligible for membership in the 20 Million Club dur- 
ing the past year, as compiled from the Nielsen Tv Index for SPONSOR-SCOPE. 

Included in this batch were specials of various types and even one regular series. 
The 20-millioners by program and date and total audience: 

Miss America Pageant 9/8/62 25,846,000 

Rose Bowl 1/1/62 23,618,000 

Project Mercury 2/20/62 23,618,000 

Motion Picture Academy Awards 4/9/62 23,471,000 

World Series 10/8/61 21,949,000 

Wizard of Oz 12/10/61 21,902,000 

Flight of Aurora 7 5/24/62 21,462,000 

Miss Universe Pageant 7/14/62 20,874,000 

American in Orbit 2/20/62 20,629,000 

Project Mercury 5/24/62 20,286,000 

Bob Hope's Christmas Show 1/24/62 20,041,000 

Wagon Train 2/7/62 20,041,000 

World Series 10/7/61 20,011,000 

0NS0R/15 October 1962 19 




Even though the new tv season has just got underway, P&G started to plan last 
week on the wherefors and the whereofs of network programing for the 1962-63 

Initial session on the subject brought out to Cincinnati a sort of agency program mas- 
terminding committee consisting of Lee Rich, of Benton & Bowles, chairman; Lewis 
Titterton, of Compton and William Mclllvain, of Leo Burnett. 

Burnett got the nod by virtue, in large measure, of its having brought Car 54 into the 
P&G sponsorship fold. 

Tv reps last week were faced with the unusual spectacle of two agencies ask- 
ing for availabilities on the same products. 

The agencies: Reach McClinton and Lynn Baker. The products: Isocline and Iso- 

The requests came three days apart. Similar availabilities were provided each agency 
and the reps are now waiting to see which issues the order. 

Timebuyers at Bates were reminded last week that there's a house policy 
about tv spots preempted by stations for political broadcasts. 

That policy is this: we take credits in such cases, not makegoods. 

Some stations think the agency is too perfunctory about the policy. It would be logical 
to taboo makegoods in cases where Bates spots were preempted for political spots, but not 
so logical, the stations hold, when the Bates spots are preempted by a half-hour or 
quarter-hour political program. 

Spot tv advertisers might as well reconcile themselves to a three-months limi- 
tation of protection against rate increases. 

It's fast becoming the norm for the business, even though a goodly percentage of sta- 
tions are still inclined to adhere for a while to the six month arrangement. 

Incidentally, rate increasing, as some sellers point out, has become an art in itself. 
Rates can be increased without appearing to increase them. Like changing the rate 
for time periods, reducing the protection period, revising classifications and trun- 
cating the rateholder. 

Spot tv may find it to its interest to feel out package goods marketers on this 
question : does the application of the electronic computer to media selection favor 
the use of local advertising. 

SPONSOR-SCOPE last week put the query to several such experts and came away with 
the impression that the furtherance of sale and media information properly proc- 
essed by the computer will add much to local media's stake in advertising expend- 

In their view the data emerging from the computer can't help but bolster the 
trend toward more and more localization of advertising, or what might be termed the 
selective approach. 

The ace in the hole is this: the computer will arrange information in such a way 
as to make it understandable to corporate top management. 

Incidentally, Y&R last week put on for media sellers a presentation on how its new com- 
puter model works in the selection of media buying. 

20 SPONSOR/15 October 1962 



The anticipated is taking place at CBS TV and ABC TV : a raise in daytime rates. 

CBS TV is confining the hike to the morning strip, with the increase pegged at $300 
per commercial minute. Effective date: 1 January. 

The jump at ABC TV, when it's finally wrapped up, will affect the day's entire sched- 
ule excepting Ernie Ford and Discovery. 

Top minute rate at ABC TV is $2,800 in the winter and $2,600 in the summer. 
The expectation is that $2,800 will become the minimum rate. 

Agencies have a hunch that when CBS TV issues a hike on afternoon fare it will 
be strictly applied to programing. It's one kind of hike the network wouldn't have to 
share with its affiliated stations. 

It all reflects a fat, bustling daytime market. 

NBC TV did its daytime rate "adjusting" several months back. 

The earlybird prognosticators who see CBS TV doing a runaway this season 
from the viewpoint of nighttime composite ratings could find themselves out on a 
limb a few reports hence. 

The three network competition could still turn out a fairly tight horserace, and the real 
index on this score will come with Nielsen's or ARB's initial November report. 

One trade figure who has over the years developed quite a knack for projecting ratings 
from the various services at hand is of the opinion that when the composite (seven 
nights) ratings shake down they'll stack up something like this: ABC TV, 16; 
CBS TV, 19; NBC TV, 18. 

And with No. 1 place by night shaping up approximately thuswise: Monday, CBS TV; 
Tuesday, CBS TV; Wednesday, ABC TV; Thursday, NBC TV; Friday, ABC TV; 
Saturday, CBS TV; Sunday, NBC TV. He also sees ABC TV a definite third Thursday, 
Saturday and Sunday; CBS TV, Wednesday and Friday and NBC TV, Monday. 

These newcomers look like pronounced hits: The Lucy Show; Beverly Hillbillies; Fm 
Dickens, He's Fenster; Jackie Gleason. Good probabilities: the Jetsons, Gallant Men. 

On the rocky side: It's a Man's World, Loretta Young, Lloyd Bridges. 

The wrangle between American Tobacco and ABC TV over the disposition of 
the Cheyenne series has been settled. 

Come 7 January the title Cheyenne vanishes from the Monday 7:30-8:30 niche 
and in its place will be another Warner Bros, western, the Dakotas, and American 
Tobacco's participations in Cheyenne will be transferred to other areas in the ABC TV sched- 

In the meantime the network will run off the 13 Clint Walker originals still 
in the can plus two of his reruns. 

It seems that ABC TV was disposed to continue the Cheyenne title but with different 
stars, but American Tobacco demurred. P&G on the other hand offered no objection. 

The talent end of the Dakotas package: $114,000 for originals and $30,000 
for reruns. The prices are net. 

The risk can over balance assets when a tv network undertakes to sell its pro- 
graming on a regional basis. 

The favorable side: because the dollar volume per regional advertiser is negligible the 
network can save for itself as much as 25% in discount. 

The risky side: to make a profit the network must have virtually all areas sold, especially 
the west coast which in itself figures 13% of the nationwide billings. 

DHSOR/15 October 1962 21 



For NBC TV daytime that 1-5 October week of special events (Mississippi U 
riots, Schirra orbit and baseball) turned out not only a record week in hectic 
activity but a record loss in revenue. 

What made the preemptions tougher than in the past is that the tight sellout schedule 
eliminated the possibility of makegoods. All the network could do with the dispossessed 
advertisers was to give them credits. About $1 million was derived from the day-by- 
day sale of minutes in the Dodgers-Giants playoff, but the time portion of this didn't 
cover half the volume of preempted billings. 

Don't be surprised if the drug division of International Latex acquires a couple 
more products, the latest being Thorexin (North) from Gillette. 

It's an axiom in the drug trade that a company needs at least five products to 
break even as far as maintaining a field sales force is concerned. 

In the opinion of drug marketers the division, which goes under the name of Isodine, 
will find it necessary to have as many as three or four more, since the three in the 
house, Isodine, Isodettes and Thorexin, are all cold remedies, hence offering the sales 
force and druggists a strictly seasonal relationship. 

The Isodine division will be spending substantially over $1 million for tv this season. 
Last year Thorexin billed about $1 million by itself. 

From a random contact of radio reps last week SPONSOR-SCOPE came up 
with this consensus: spot billings for October and November should easily match 
those of last year. 

The complexion of spot radio keeps leaning more and more in the direction of re- 
gional buys. In other words, the addition of regional accounts more than make up for 
the diminution of national spreads. 

In a way the regionals have become the hidden seven-eighths of the spot radio iceberg. 

An oddity worth noting on the New York rating front : the ability of the syndi- 
cated Mickey Mouse Club to run ahead of the Huntley-Brinkley Report. 

What's happened : sets in use for the quarter hour have gone up over a year ago 
but there are enough kids in command of the dial to make NBC TV's news stars sand- 
wiched in rating-wise between rerun cartoons and rerun features. 

ARB's 24-28 September summary for the 6:45-7 p.m. period: Mickey Mouse 
(WNEW-TV), 11.7; Huntley-Brinkley (WNBC-TV), 11.1; Early Show (WCBS- 
TV), 12.3. 

Spot advertisers may find this disturbing news, but they shouldn't be surprised 
if after the November local rating reports are issued a quantity of important tv 
stations promulgate rate increases. 

The source of this prospect are reps. Their prediction is percentage of increase will be 
relatively small. 

The basic motivation for the hikes is two-fold: (1) the mounting expense of station 
operation; (2) the cuts in station compensation by CBS TV and NBC TV, with 
ABC TV, it is said, waiting for its prime time affiliate list to match the competi- 
tion before getting on this bandwagon. 

22 SPONSOR/15 October 1962 

m I 



First in 
Hoosier Hearts 

Auto pioneer Elwood Haynes built first 
horseless carriage in Kokomo, 10 years 
before this 1904 Haynes Model. 

First in Hoosier Homes 

September 22. 1962 — A great Hoosier heritage was recap- 
tured as the 4th Annual WFBM-TV Antique Auto Tour 
. . . sputtering but determined . . . rolled thrg^ji, gjjjhe 
Hoosier countryside from Indianapolis to Terre Haute and 
back. The reception hadn't changed much from the first 
appearances of the "Haynes" back in 1894. Heads turned. 
Kids laughed. People all along the way cheered (an esti- 
mated 150,000 spectators) as some 125 famous-make vin- 
tage and antique automobiles brought a touch of automo- 
tive history "Back Home Again in Indiana." 

WFBM-TV keeps in close touch with viewers in rich 
satellite markets surrounding Indianapolis. Let us show you 
why this makes Indianapolis different from other TV mar- 
kets. Ask your Katz man! 




America's 13th TV Market 

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

S1NS0R 15 October 1962 

The range of WCBS-TV programming is vast. Examples: the narcotics problem, children in need of help, people who feel society has bypassed i 

il;uul state governmental processes, the elegant life in old New York, "The Merchant of Venice" (2''2 hours of New York's Shakespeare Festival). 


There's really no city in the world like New York. Its charm, its variety, its vitality are 
boundless. So are its problems. 

It takes a television station of extraordinary stature to mirror a community this 
big... to serve the needs of its complex, often troubled society. And that's CBS Owned 
WCBS-TV, New York's most-viewed station month after month, year after year. 

Originating a broad, comprehensive array of local community service activities, 
Channel 2 produces prime-time specials and regularly-scheduled series which cover 
the entire spectrum of life in the nation's most dynamic metropolis... from the prob- 
lems of drug addiction to Shakespeare in Central Park. 

Last month, the Chock Full O'Nuts Corporation, an advertiser closely identified 
with New York and its people, signed a 52-week contract for sponsorship of multiple 
WCBS-TV public affairs programming — the weekly "Eye on New York" broadcasts, 
twelve prime-time half-hour documentaries and four hour-long special programs, and 
the entire Election night local coverage. The largest sale of its kind ever made in New 
York television, this contract provides uniquely tangible recognition of Channel 2's 
leadership in — and service to — its community. Al/Z^DO T\ T 

Channel 2, New York 



"TV-timed" housekeeping is a 
pretty common practice nowa- 
days. In Portland, and 34 sur- 
rounding Oregon and Washington 
counties, many women have it 
timed so close that their between- 
chores breaks coincide perfectly 
with their favorite TV shows. This 
timing is fortunate for KOIN-TV, 
the station Nielsen credits with 
most total daytime homes. This 
means it's a good deal for KOIIM- 
TV's clients, too. 



Channel 6, Portland, Oregon 

One of America's great influence 

Represented Nationally by 


Give them a call, won't you? 


by Joe Csida 

Seasoned showmen use same ingredients 

Having caught the new Allied Hitchcock show, 
Fair Exchange, McKeever and the Colonel, Ensign 
O' Toole, the first Jack Benny show (with young 
Frank Sinatra, Jr.) , the new Perry Mason show, 
The Nurses, I'm Dickens and He's Fenster, the 
first Jack Paar show in prime time, and the first 
three Johnny Carson shows, not to mention a halt 
do/en specials on the doings at Ole Miss, Walter 
Schirra's six spins around the earth in outer space, 
the three Little League games represented by the Giant-Dodger play- 
off, and (at this writing) the first game of the World Series, 1 am 
prepared to make a few remarks about current television programing. 
It is varied, to say the least. There is almost no kind of show you 
can't get. Maybe there is slill an overabundance of Westerns, but 
there is certainly also an increasing and ever more effective presenta- 
tion of major public service specials, documentaries, and the like. ()l 
(he new shows I have seen thus far in the season, I believe thai The 
Nurses, Fair Exchange, the new Paar show, and the Carson show 
have die best chances of becoming outstanding commercial winners. 

f was particularly interested in the new Paar hour and the Tonight 
show with Carson starring. To me they represented on the pan oJ 
their stars, their producers and directors, and indeed their sponsors 
and agencies, a most fascinating problem in showmanship and sales- 
manship. Paar, of course, had built the most overwhelmingly success- 
ful live late-night program in the history of the medium. The 
question he and his advisors and colleagues laced was: How different 
shall Ave make the new hour in prime time? And Carson and his 
workers laced the even more difficult decision: To what degree do we 
tamper with a format which has built and held an audience so effei 
tively, o\er as great a period of time as the Paar show? 

Paar's winning combination 

Both Paar and Carson, I am happy to report, decided to stav sub 
stantially with the winning ingredients tried and tested by Paar ovei 
I he period of time he was King of the small hours. The new show 
which Jack presented 21 September (10 to 11 p.m. on NBC) is stil 
(he same shrewd combination of genuine 100% proof schmaltz, show 
manship and salesmanship as was his version of the Tonight show 
Sponsors Kent and Ronson have themselves a solid buy. As oi 
Tonight, Paar opened with his standup monologue, and tossed ii 
his rap at one of the newspaper people with whom he has beei 
feuding: "I can just see Winched out there," he said, "making notej 
with his crayon." He then offered Robert Goulet, the handsome am 
talented young man from Camelot. And again he gave it the Paa' 
touch, by talking about small, intimate non-pro sidelights concerninj 
the singer, and showing silent movies of his Pound Ridge, X. V 
home, his little daughter Nicolet playing with Paar's daughtei 
Randy, etc. This type of thing tends, of course, to humanize thj 
performers Paar offers in a manner which makes their on-stage wor] 
doubly effective. 

(Please turn to page 52) 


SPONSOR/ 15 October 196 

the only sacred cow atYoung&Rubicam 

Who else but Elsie! We've been using her in Borden advertising for 25 ' 

ONSOR 15 October 1962 

Lesson for Americans 

You're looking at sixth graders at work in a 
Moscow classroom. 

They were photographed by five ABC-TV 
men who went to the Soviet Union to film a 
report on Soviet education for the much- 
praised Bell & Howell Close-Up! series. 

They were the first American television crew 
to film this key aspect of Soviet society. 
And they returned with a superb television 
story— Meet Comrade Student. 

The program, presented on ABC Television, 
September 28th, was called by the New York 
Herald Tribune "an unprecedented service 
in acquainting us with the challenge evident 
in the Soviet drive for mass education." 

A challenge it is. And a lesson. And clearly 
a triumph for American television in the 
crucial area of public affairs. 

Meet Comrade Student advances most 
notably Bell & Howell's responsibility 
as a corporate citizen in a democracy. A 
responsibility well served by such previous 
Close-Up! programs as Cast the First Stone 
and Walk in My Shoes. 

Meet Comrade Student is also very much in 
keeping with ABC's bold, honest approach 
to reporting the great issues of the day. 

Such programs as Editor's Choice, Adlai 
Stevenson Reports, Issues & Answers soundly 
document the merits of this approach. 

Here then is a forthrightness, a new creative 
ferment characteristic of ABC's total 
communications effort. In entertainment, in 
enlightenment. In hard news, in soft music. 
In comedy, in commentary. 

People like it. And advertisers — being 
people — likewise. 

ABC Television Network 






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 Hautetelevision 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 & Co., Inc 








15 OCTOBER 1962 

Syndicators are now busy consulting station reps 

Len Hammer, Seven Arts director ol station reps sales (I), reviews spot sales approach with 
Oliver Black well, dir. audience development, Katz Vgenq (c), and Harold Crump, gen. sis. mgr., 
WLAC-TV, Nashville. Nat'l. advertisers pa) 85% ol syndie bill, increasing importance of rep 

New sponsor lures in syndication 

► Major syndicators go for diversification 

► Concentrate more heavily on station reps 

► More commercial minutes are now sold 

► Emphasis also placed on quality programs 


rlie shape ol viclpix syndication 
is (hanging considerably. l>ut 
ie alterations under wa\ augur 
iter opportunities for advertisers 
i national, regional, and local 

\ sponsor editoi last week inter- 

ewed a number ol key executives 

the field of syndication. Not all 

were optimisti< about its future but 
main were indeed bullish about 
the business and predicted steadily 
climbing sales in the year ahead. 

Examining the cut tent syndica- 
tion problems as the) affect spon- 
sors, ad agencies and stations, ob- 
servers spotted these significant 

• Diversification is today's magic 
word in a tightened film syndica- 
tion sphere. 

• The selling techniques have 
changed drastically and syndicators 
have mote traffic with station reps. 

• Mote commen ial minutes than 
e\ei are now purchased in syndi- 
cated feature film. 

• Opportunities lot overseas sales 
with new advertisers are expanding. 

• A wave ol public affairs and 
high grade musical features is de- 
scending on the market. 

• Major emphasis, however, re 
mains on Feature film and children's 

Vogue in spot buying. Panic ipa- 

ONSOR 15 October 1962 


tion or spot buying is the vogue 
today, in most instances, in syndica- 
tion product, Richard A. Harper, 
director of syndication and world 
wide sales, MGM-TV, pointed out. 
On the other hand, there's a tend- 
ency on the part of some clients to 
buy single sponsorship of feature 
films in certain markets. He cited 
Drewrys Beer, Schaefer Beer, Col- 
gate-Palmolive, Cornbelt Power and 
Light and Yellow Pages as single 
sponsors of feature film. 

Over the past several years the 
sponsor situation on syndicated 
shows, in Harper's opinion, has 
continued to shrink from the mar- 
ket it once was. "Today's market, 
however, is good business for the 
producer-director who sells within 
its frame-work and plans for the 
changing market ahead," he de- 
clared. "At MGM-TV our sales 
force has recently expanded to pro- 
vide greater liaison between broad- 
casters and advertisers, both here 
and overseas. True, sponsorship of 

syndicated shows by local and re- 
gional advertisers is perhaps at its 
lowest ebb, for various reasons: the 
lack of specially produced products; 
the off-network hours which (even 
as on the network) are too costly 
for single sponsorship; the continu- 
ing lack of prime time availabilities 
for syndication product which 
many advertisers want and can get 
only with spot adjacencies. But a 
news sponsorship trend is on the 

Harper explained that advertis- 
ers were turning to sponsorship of 
feature films on both a regular basis 
and as "specials." More and more 
sales are being made in this area by 
stations and with the help of the 
syndication salesman, Harper main- 
tained. Topical feature films and 
smash hits from the post-'48 re- 
leases are being sponsored by ad- 
vertisers ranging from utility com- 
panies to banks, beer, and soaps, 
he pointed out. 

Harper revealed that on the in- 

Syndication executives scan '62-'63 pictures 

i z. 

Richard Harper 

Dir. syndication ir world 
wide sales, MGM-TV 

Robert Rich 

V.p. ir gen. sis. mgr. 
Seven Arts 

Len Firestone 

V.p. ir gen. mgr. 
Four Star 

Robert Seidelman 

V.p., syndication 

Screen Gems 

Robert Morin 
V.p. ir gen. sis. mgr. 
Allied Artsists TV 

Jacques Liebenguth 

Gen. sis. mgr. 
Storer Programs 

ternational scene "we are dealing 
with a whole new area of program 
sponsorship. This is the increas- 
ing interest of major advertisers 
and agencies with large overseas 
sales who are planning to buy U.S. 
programs for sponsorship on tv in 
foreign countries," Harper said. 
"When you have inherently sound 
properties at honest prices there is 
bound to be a market. The good 
salesman does as much as anyone 
to create and develop the market in 
tempo with the times." 

That more and more spot dollars 
are being poured into syndicated 
feature film was clearly shown in a 
recent survey in a dozen three-sta- 
tion markets. The survey, accord- 
ing to Keith A. Culverhouse, direc- 
tor of sales promotion and advertis- 
ing, MGM-TV, showed that post- 
'48 features draw more spot busi- 
ness than the pre-'48 pictures. Aver- 
age post-'48 features in the dozen 
markets, carried 22% more spots 
than the older films. Further, the 
more post-'48 films run in the mar- 
ket, the better business for all the 
features, Culverhouse pointed out. 

More national clients. Len Fire 
stone, v.p. and general manager of 
Four Star Distribution Corp., said 
there were more participations than 
ever in syndicated product and that 
in the top 60 markets most of the 
advertisers were national. He esti- 
mated that 85% of today's business 
consisted of national clients and the 
rest divided among local and re 
gional sponsors. Five years ago, he 
noted, 80% of the business wai 
spent between local and regional' 
and the rest was national. Firestone 
contended there was greater de 
mand than ever for shows whicl 
have proven themselves on the net 
work before being made availabl 
for market by market selling. "Nei 
works have this year made mor 
local station time available tha 
last year and, in addition, man 
stations are pre-empting networ 
shows in order to enhance their ii 
come with quality network-prove 
series. Many network sponsors ai 
disturbed this season with the prol 
lem of time clearances." 

Hour shows, Firestone mai 
tained, will become increasing 





important because the whole net- 
work trend has gone toward this 
time length due to the popularit) 
ol 'spot' bins. "And when the net- 
work stalls a trend, the local sta- 
tions usually pick il up," Firestone 
asserted. Advertisers are buying 
circulation and sponsor identifica- 
tion is considerably subordinated 
today. This is true in the latter 
case because of spiralling costs in 
production, he noted, adding thai 
"buying today is less emotional and 
more mathematical — -which puts 
the onus on the station to buy the 
best properties they can obtain 
from the distributors." 

Like a number of other com- 
panies in the business, Four Star is 
conscious ol the growing impor- 
tance of station reps in landing ad- 
vertisers for syndicated product. 
The station rep, in Firestone'., 
judgment, is more important than 
he has ever been. 

"The station reps are the ones 
Jwho are charged by their clients — 
the stations — with selling the na- 
tional advertisers," Firestone con- 
tinued. "Therefore, the more prov- 
n the product, the easier the rep 
selling job. As a result, the reps 
today have a strong voice in the 
%election of shows by the station." 
Get full sales kits. Consequent- 
ly, to help them, the Four Star 
executive said, his organization 
would see to it that all major reps 
eceive complete sales kits so that 
hey will have all the sales ammuni- 
ion at their disposal to enable 
hem to tell the complete sales story 
>f Four Star's shows to the national 
idvertiser through the ad agencies. 
Our sales department is at the 
omplete disposal of the reps and 
ve at all times will welcome their 
equests for any help we can give 
hem." Firestone said. 

Firestone also said his firm 
>lanned an unprecedented adver- 
ising approach involving the use 
I consumer publications to pro- 
mt e the Four Star product. Start- 
ig this month, Four Star was plan- 
ing to buy space in Time, The 
»'ew York Times and The Wall 
licet Journal. "In addition to 
-lling station management, pre- 
'lling national timebuyers and 
re-selling potential advertisers, we 

Pub affairs, good music click with clients 

Banks, among others, cash in on symphony 

Banks arc among numerous sponsors of Seven Arts' scries of Boston Symphony 
Orchestra (above) concert specials. Storer Programs reports sales success with 
Communism: R.M.E. (below) in many markets, in move to high grade features 

'0NS0R/15 October 1962 


believe that these publications will 
build viewer identification with 
Four Star as producers of quality 
tv fare," Leo A. Gutman, adver- 
tising director of Four Star Distri- 
bution Corp., said recently. 

Since diversification is ol vital 
concern in film syndication, Four 
Star also plans some new features. 
Meanwhile, Four Star reports that 
a flock of its properties including 
Robert Taylors' Detectives, Dick 
Powell's Zone Grey Theatre, Tar- 
get, The Corraptors, The Law and 
Mr. Jones and Stage Coach West, 
arc tacking up impressive sales. 

"In the old days," Firestone said 
recently, "films produced for syndi- 
cation had a ready and waiting 
market as there was not much prov- 
en network programing available 
for subsequent tuns and there were 
no feature motion pictures on the 
market. In addition, there were 
new stations opening up all ol the 
time ready to gobble up the in- 
ferior films that came out of the 
Hollywood assembly line. Today, 

the situation has changed. There 
is a ready market for proven qual- 
ity programing that had high net- 
work ratings during the first run 
and, consequently, films made sole- 
ly for syndication have to go abeg- 
ging. In every industry, as the 
competition grows, quality becomes 
more important." 

Pre-empting going on. Bob Rich, 
v.p. and general sales manager ol 
Seven Arts, also saw much evidence 
of stations pre-empting network 
programs to play syndicated feature 
film with minute spots. 

He also saw considerable evi- 
dence ol regional and local sponsors 
picking up the full tab for feature 
films. He cited among others, Katz 
Druggists on KSD-TV, St. Louis: 
Schaefer Beer on WCBS-TV, N. Y., 
and Fairmont Hotel on KLRJ-TV. 
Las Vegas, as single sponsors of fea- 
ture film. 

Both Rich and his colleague, Don 
Klauber. v.p. and national sales 
manager, were pleased with mis- 
sionary work being clone on the 

station rep level. Since its incep- 
tion two years ago, Seven Arts, alter 
considerable thought, decided there 
was an area of importance in sta- 
tion selling which was neglected — 
the station reps were not being told 
the Seven Arts story. Consequently 
the post of director of station rep- 
resentative sales was formed with 
Leonard F. Hammer as head. It 
marked the first time, reportedly, 
that a syndicator of motion picture 
lor tv was dedicating his lull time 
to sales efforts with station reps. 

The mechanics of this adjunct 
to station selling, according to 
Hammer, are relatively simple. 
The object is to have station reps 
recommend Seven Arts produce 
"Films of the 50's" to their clients, 
who in turn make the purchases. 
"This is accomplished with the 
understanding that reps give rec- 
ommendations only when they are 
asked by their station, coupled with 
the fact that in many cases stations 
cind reps work very closely togeth- 
er on programing in relation to 

Film syndicator makes his presentation at agency level 

James Victory (second from r) v.p.. domestic sales. CBS Films, iiKikes sales pitch on Burr Tillstrom's Kulrfa and Ollu 
exec mixes of Hicks & Griest, who are (1 to r) Theodore Grune vald, senior v.p.; C. V. Skoog, Jr., pies.; and V. J. Daraio, v.p 
for radio/tv. Standing is William Stynes, CBS Films account executive. Firm has recently found strip programing in demani 


SPONSOR 15 October 1965 

Eatings and commercial return," 
nammer told sponsor. "In es- 
sence, a station manager says to 
his rep: 'II I purchase and pro- 
gram Seven Arts pictures, can you 
sell the minute spots to national 
advertisers?' " 

Search for new shows. Alter 
fetter product, some syndicators 
(Seven Arts, Storer Programs, to 
mention two) are ottering high- 
grade musical and documentary 
features. In the case oi Seven Arts, 
n is presenting 13 one-hour tv con- 
ceri specials featuring the Boston 
Symphony. The series, to date, has 
been sold in over 30 markets. 
Banks appear to he the most pop- 
ular sponsors ol the Boston Sym- 
)hon\ . 

Also rated a potential hit, inso- 
far as advertisers are concerned, is 
die upcoming Emmett Kelly Show, 
i series ol 39 half-hour children's 
irograms. Production was com- 
peted last week. The series is now 
eing edited and will be reach for 
ale the fust of January. The show 
tiarks Kelly's debut in a tv series. 
n addition to main new routines, 
ell) will do a series of "I'll he 
ack" acis. Preceding the commer- 
ials in the show, these will advise 
he audience that the clown "will 
e light back alter a word from 
is sponsor." Each of these "rou- 
nes" was originated by the clown. 
Continuing to diversify, Seven 
its last week also announced pro- 
uction ol a new series The World's 
mateur Boxing Championships. 
es Keiter, sportscaster and spoils 
irector of WFIL (AM & TV) . 
'hiladelphia, will be host and ring 

Robert 15. Morin, v.p. and gen- 
ial sales manager of Allied Artists 
'elevision Corp., told sponsor thai 
s sales staffers work cioseh with 
ations in signing up advertisers. 
In the major markets, particularly, 
ill out. working with station 
lanagcs, to land advertisers," 
forin declared. "We also spend 
me with station reps, but it isn't 
tough. We have made man] sales 
trough station reps and we're con- 
need that we will have to concen- 
ate more on this branch of the 
(Please turn to page 53) 

How to put oomph into radio 

Discuss hold of business on radio programing 

Panelists at seminar, hosted b\ WBC d-i): Wilmot Losee, pres., \\I Radio Sales; 
Carl Schuele, pres.. BIS: Miles David, v.p. RAH: Daniel Whitney, \.]>.. Riedle 
& Freede; Leslie Dunier, v.p., MW&S; Clark Sutton, dir., ache,;.. First Federal S&L 

^ WBC session explores need for radio interest 
► Event called 'search for tomorrow's programing' 

Westinghouse Broadcasting last 
week sponsored an all-day 
trade session at which radio prac- 
titioners and others sought to ex- 
plore possible wa\s of stimulating 
a greater degree of multi-sided in- 
terest in the medium. 

The sponsors of this event, 
staged at the Americana hotel. 
New York, described it as a "search 
for tomorrow's programing.'' 

But before the seminal discussed 
i he constructives there was much 
soul-seai clung: wh\ was it that the 
lay press was not giving radio the 
attention thai it fell it merited and 
win weren't admen giving more 
of their creative talents and ex- 
c hequer to its support. 

The answer might be summed 
up b\ this ke) phrase: lack ol con- 
tinuing excitement and novelty. 

This question was raised: win 
then weren't the advertisers buy- 
ing radio dramatic shows and doc- 

The posei brought an affirmative 
response from Clark Sutton, ad di- 
rector ol the First National Sav- 
ings & Loan Co., ol Pittsburgh. 

Sutton, who sponsors regularly 
a mass ol special events and docu- 
mentaries on KDKA, Pittsburgh, 
did not obviously agree with those 
other admen present whose lai k ol 
buying response to radio was 
founded on the premise that it 
didn't oiler the mass audience ap- 
peal ol say, a medium like tv. His 
was a mass service and radio had 
clone a successful job loi ii. 

During the constructive side ol 
the session much emphasis was put 
on radio as a force in segmented 
programing. Among othei things, 
ii was pointed out thai radio had 
potential lor capturing (he youngei 
biac ' eis. from five to [0, and thai 
certain types ol custom-made shows 
might attract the American house- 
wife, who, after all. is the bulwark 
ol packaged goods sales. ^ 

ONSOR 15 October 1962 


Timebuyers from four cities meet in Pittsburgh 

Timebuyers from different cities get together for impressive and gala station presentations. Shown above are timebuying 

guests arriving lor K.DKA-TV, Pittsburgh, 24-hour whirl. Cities represented were New York, Chicago, Detroit, Philadelphia 

Timebuyers: want to relocate? 

► Salaries are reported highest in the Northeast 

► Opportunities for women open in South 

► San Francisco no paradise for timebuyers 

The question of how much a man 
is worth is impossible to an- 
swer, and the question of his value 
in a particular place is difficult, 
but for a man fitted for a par- 
ticular job in a particular place a 
significant answer can be given. 
Naturally the value of a timebuyer 
in Tahiahiahoo where the only 
medium is a walkie-talkie is worth 
considerably less than a timebuyer 
on New York's Madison Avenue 
where total agency billings fre- 
quently top $40 million. 

The primary factor considered 
here is the job climate in 10 top 
timebuying cities, with cognizance 

of the number of agencies in the 
city, salary brackets, billings, the 
timebuying job market, and the 
agency attitude toward men and 
women specifically. 

sponsor studied these differences 
and came up with the following 
conclusions: 1) salaries are higher 
in the Northeast, 2) computer 
knowledge helps — and will help 
more in the future — timebuyers 
seeking higher positions in media, 
3) women's opportunities are good 
in South, 4) San Francisco sal- 
aries, opportunities are poor, 5) 
smaller cities train their own time- 
buyers, women often coming up 

from secretaries and men from nu- 
merous jobs, including estimating, 
and 6) many agencies in cities out- 
side of New York want media buy- 
ers — not just time or space buyers. 
Eastern money belt. All studies 
done by or looked into by sponsor 
show clearly that the closer to the 
Northeast and the larger the agen- 
cy billings, the higher the salary. 
According to a survey made 
. among 250 timebuyers by SRDS 
Data, Inc., the midwestern salary 
index is 16% higher than for west- 
ern agencies, and the index for 
agencies in the East is 22% higher 
than for western agencies. The 
findings show that agencies with 
billings of $5 million to $49 mil- 
lion pay approximately 18% more 
to media executives than do agen- 
cies billing under $5 million. And 
agencies billing $50 million or 
more pay 47% higher than do the 
agencies in the smallest size group. 


SPONSOR/ 15 October 1962 

hi another study, unavailable 
for publication, among 47 nation- 
al agencies billing $10 million or 
over, 23 were in New York, four 
in other eastern cities, 18 in the 
Midwest, and two in the Far West. 
Since almost half of the 47 studied 
were in New York and almost half 
billed over $40 million, this would 
indicate that (assuming as above, 
the salaries increase with agency 
billings) New York, rough and 
rocky as it may be, is the most fer- 
tile soil for high-paying timebuy- 
ing positions. 

Atlanta. If we can update an old 
saying and apply it to timebuyers 
it would be "Go South, women 
timebuyers." Not only are there 
jobs in the South, timebuyers say, 
but the climate is favorable to 
women. This contrasts sharply with 
Chicago and New York, where the 
pay is high but few women are 
currently getting jobs, and the 
West Coast where the pay is low 
and nobody is getting a job. 

In the South timebuying is es- 
sentially a female function (spon- 
sor, 19 March 1962) . Reports in- 
dicate that any women with a 
yearnin' for timebuying, a full 
measure of market facts, courage 

to go beyond the ratings, and good 
common sense, has a good chance 
of going places. 

Salaries are not very high, but 
for women they are almost always 
lower. The study by SRDS showed 
that throughout the country, with- 
out taking any other factors into 
consideration, agency men are paid 
38% more than women. At any 
rate, the chances for advancement 
for women timebuyers in Atlanta 
are good and the cost of living 

Timebuying salaries for women 
are $3,300 to\$4,200 for assistants 
and $4,200 to $7,000 for timebuy- 
ers. "The opportunities are im- 
proving as Atlanta continues to 
grow as the advertising center of 
the South," one timebuyer wrote 

Chicago. The timebuying situa- 
tion in Chicago is extremely flexi- 
ble right now, both from the 
standpoint of salaries and oppor- 
tunities, timebuyers report. Buy- 
ers feel there is very little stand- 
ardization on salaries, with wide 
variance from agency to agency, as 
well as within agencies. Over the 
past few months more than aver- 
age opportunities have existed for 

agency timebuying positions. 

There have been two distinct 
trends in the timebuyer market: 
men buyers have the edge, and 
more and more agencies are seek- 
ing all-media buyers, rather than 
those with just timebuying experi- 
ence. "The agencies can afford to 
be selective and get the people 
with the most experience, as there 
are always many people looking 
for jobs in this area," a Chicago 
observer indicates. 

Previously women were in great 
abundance and still two ad agen- 
cies (Foote, Cone 8c Belding and 
EWR&R) have only women time- 
buyers. "Outside of Leo Burnett 
there are not many male timebuy- 
ers," one Chicago timebuyer said. 

The bulk of the positions open 
are at assistant levels where the 
salary range for men is $4,000 to 
$6,000. For women it's about $4,- 
000 to $5,000. For a full-fledged 
professional buyer with anywhere 
from eight to 10 years experience, 
the scale is higher. At the top level, 
salary for men is from $6,000 to 
$12,000 and for women $6,000 to 

Without exception the inter- 
views indicated buyers are being 

Salaries, job opportunities vary widely from city to city 


Number of agencies 
buying time 

Job opportunities for 
men women 

Annual salaries for assistant 

timebuyers (in dollars) 

men women 

Salaries for timebuyers 

(in dollars) 

men women 






































































































SPONSOR/ 15 October 1962 


selected from the trainee ranks 
than before and are being in- 
structed in tlic wide range ol pos 
sibilities of using computers and 
electronu installations to imple- 
ment their work. 

( hicago buyers have no desire 
to relocate because of more desir- 
able buying practices elsewhere. 
Foi salary, a few indicated they 
would go 10 New York il they were 
to gel a good offer. But for per- 
sonal reasons— mostly because of 
dim. ue and manner ol living— the 
buyers say the) would like to work 

on the West Coast, particularly 
San Francisco. However, some 
have tried the West Coast and had 
bad luck. 

Detroit. Timebuying opportuni- 
ties in Detroit look "good"' accord- 
ing to survey respondents. There 
is a great deal of timebuying to be 
done there for automobiles and re- 
lated products, as well as lor other 
big clients. Reportedly there are 
quite a lew more men timebuyers 
but no discrimination on job op- 
portunities; "it just happens that 

The average salary brackets go 
thus: assistant male timebuyer $5,- 
000 to $9,000; assistant woman 
timebuyer $5,000 to $8,000; wom- 
en timebuyers $7,000 to $10,000, 
and men timebuyers $8,000 to 

Los Angeles. "At present, jobs in 
any category could not be more 
scarce on the West Coast," says an 
agency v. p. who hires and trains 
timebuyers. "Timebuying in Los 
Angeles is no exception." Time- 
buyers replied opportunities were 
no better than fair, at best (gen- 

What is a radio salesman? 

► He's a curious creature of assorted sizes 

► Likes ad managers, account supers, heavy soles 

► Knows more about your business than you do 

- - 

Untlio salesmen are each of a dif- 
ferent breed, says our contributor, 
but each has the .same creed— sign 
the contract. Mured by the quali- 
ties of his fellow salesman, Peter P. 
Theg, account executive, Mutual 
Broadcasting Co., wrote these lines 

of tribute below, which lake u wry 

view of his own vocation. 

Formerly executive vice presi- 
dent Of Broadcast Time Sales, New 
York, Theg began his career in 
sales with Bartell Family Radio, 
where he was one time a top air 

Bel ween the innocence of the 
Four Seasons and the Top of 
the Sixes, we find a curious crea- 
ture tailed a — Radio Salesman. 
Salesmen come in assorted sizes, 
weights, and heights, but all sales- 
men have the same creed— SIGN 

Salesmen aren't found every- 
where. Only—on top of, under- 
neath, inside of, climbing on, 
swinging from, running around— 

the almighty SALE. 

Buyers respect them, stations 
don't believe they exist, accounts 
welcome them, their wives don't 
understand (hem. Account men 
fear them, bookkeepers tolerate 
them; their bosses love them . . . 
and the Diner's Club couldn't live 
without them. 

A salesman is the imp in the 
back-door with his pen in his 
hand: a demon with fire in his eye, 
ideas in his head and Orders in his 

He's many things to many peo- 
ple. In fact, he's all things to all 
people. He has the sentiment of a 
poet; the spirit of a thoroughbred, 
the heart of a lion; the imagina- 
tion of a child, the voice of an 
orator and the energy of a ma- 
c hine. 

Self-starting and panic. He has 
I wo buttons: one for self-starting 
and one for panic. The former he 
presses when he smells a prospect, 
the latter of urgency when he 
doesn't. He plays his buttons like 

a piano, and the music is the sound 
of sales. 

He likes ad managers, account 
supers, blonde receptionists, his 
telephone, heavy soled shoes, his 
crushed hat, the bar car and that 
really big one he'll sell tomorrow 
and tomorrow and tomorrow. 

He's not much for— indecision, 
competitors, procrastinators, the 
numbers game, slow cabs, train 
schedules, wet martinis, typos and 
sales meetings during cocktail time. 

Details bug him, secretaries love 
him and mothers just shake their 
heads. The glint in his eye is only 
matched by the dream in his heart 
and the wings on his feet. He's 
fearless, dauntless, timeless and too 
often penniless. His commission 
checks seldom see the bank and his 
wife seldom sees him. 

One crummy sandwich. Nobody 
is so late to the office— or so early 
on the street. Nobody else gets so 
much pleasure out of making 
things happen and so quick to 
move on to something new when 
it does. Nobody is so vital to de- 
mocracy, yet so maligned in the 
book stalls. Nobody else can cram 
into one attache case— 18 Nielsens, 
17 Pulses, 10 Hoopers, 15 radio sta- 
tions, 14 availabilities, 13 coverage 
maps, 12 visual aids and one crum- 
my sandwich to eat on the run. 


SPONSOR/15 October 1962 

erally fair lor women and poor lor 
men) . 

The manager of Francis Lee Em- 
ployment Agency, in Los Angeles, 
which specializes in agency people, 
c one urs that "jobs are hard to get. 
And anyone who is lucky enough 
to get a job has to work lor much 
less than people are paid in the 
East lor the same work.'' 

Right now men are considerably 
outnumbered by their female 
counterparts, who received a lieaw 
majority of votes from reps as top 
timebuyers in the West lor spon- 

sor's study ol I fanuary, 1962. 
Reps even felt thai women there 
had a particular flair lor the busi- 

Salaries lor women range from 
$4,500 to $6,000 as assistant time- 
buyers, and $5,400 to $8,000 as 
buyers. For men $4,800 to $7,200 
as assistants and $6,000 lo $10,- 
000 as buyers. 

Minneapolis. "There is a lot ol 
timebuying going on lure, but 
there are ver\ lew positions open,'' 
timebuyers agree. "The reason is 
we take our timebuyers from our 

own training "rounds,'' one media 
exec slates. "Often a limcbuyer 
here is a space buyer, an account 
executive, and a research man ol 
sorts. We'd rather break them in 
to our way, taking potentials right 
out ol college lor training." 

I low are the opportunities for 
timebuyers from other cities wish 
ing to relocate in Minneapolis? 
Poor, timebuyei s answei . 

"Salaries \ar\ tremendously," 
one timebuyer said, and other re- 
spondents indicated. For women 
(Please turn lo page 58) 

A salesman is a whirling dervish 
— You can lock him out of your 
home, but you can't keep him out 
of your office. He is your next 
brainstorm, your sales conscience 
and the P in your P and L state- 
ment. An idea a minute, an out- 
spoken, compassionate fighter who 
knows more about your business 
than you do and admits it every 

chance he gels. 
Filling America's larder. But, 

lest you judge him quickly, please 
remember, when next you swing 
down Park or Filth with content- 
ment in your heart and a car in 
your garage that one scant block 
away peddles the malcontent who 
put them there. 

Relax with the knowledge that 

-while they're the' rarest ol i.i 
the most difficult to find— the few 
you meet head on will more than 
make up for ever) one ol life's 
dull moments; will more than fill 
the larder of America's household. 
For he's out professional friend, 
forever shaking up and up-lifting 
our industrial economy with— "tell 
you what I'm goin' lo do . . ." ^ 


SPONSOR/ 15 October 1962 


A peek at tv's commercial monitors 

Four N. Y. firms provide off-air storyboards 
Average cost for 60- sec. report is $10 
Conversions on kines to photo reports grow 

In the stone towers of Manhattan 
and in a one-story professional 
building on Long Island, four 
groups of people daily sit in dark- 
ened rooms before as many as seven 
operating tv sets from 7 a.m. to 
midnight (or to sign off in some 
cases) seven days a week. They are 
at work and this is their job- 
monitoring tv commercials. 

Constantly alert, the monitors 
watch quietly amid the whir and 
hum and click of tv sets, electronic- 

equipment, recorders, cameras, 
small motors, and push buttons, 
until a new or on-order commercial 
begins— then they take it. 

Generically, they are a close- 
mouthed breed, not only regarding 
the "how to" of monitoring, but 
also in respect to any information 
concerning clients (who they are, 
what they've ordered). This is un- 
derstandable, they say, because a 
great deal of money is involved, 
especially when a big account shift, 

for example, is in the wind. 

These organizations (in alpha- 
betical order) are: 

Longstreet Photo Reports, El- 
mont, N. Y., Marie C. Longstreet, 

Radio-TV Reports, Inc., N.Y.C. 
David Fins, president. 

Storyboard Reports, N.Y.C. Al- 
lan Black, general manager. 

U.S. Tele-Service Corp., N.Y.C. 
Henry L. Sondheim, president. 

In Cleveland, Jack T. Sharp is 
president of Guardian Monitor 
Service, which is adding photo re- 
ports to its service. 

The basic steps. Much of the 
special monitoring equipment has 
been specially designed and engi- 
neered by the firms and is not 
openly discussed. Basically, how- 

A tv commercial monitor at work on the firing line 

Entering data on log sheet is Roy Fast, daytime shooting room supervisor, U. S. Tele-Service Corp. Correct time (Naval 

Observatory dock), channel number, remarks, and systemized information to pair up audio and video is taken down 


SPONSOR/ 15 October 1962 



p(«ooram film j^i97-60 356-840 

series no. 60 5 91 

1, ANNCR: ( VO) Milk! Know what 
it can do? 

4. Lilt gives you these waving crys- 
tals that blend . . . 

2. It can wave your hair. 

5. with pure fresh milk to give you 
a new kind of waving lotion -- ... 

3. It's true -- Pure Fresh Milk and 
Milk Wave Lilt --the new home per- 
manent . . . made to be good to your 
hair J 

6. a lotion made to be good to 
your hair -- . .. 

Sequential frames of an off-the-air photo report 

The above photo-script (U. S. Tele-Service Corp. trademark name for photo reports) is taken from a 15-frame report on 
Lilt Milk Wave home permanent. Some monitoring firms run audio copy alongside pictures instead of beneath them as here 

ever, the steps taken in producing 
an off-the-air photo report of a tv 
commercial are as follows: 

1) photograph at least 15 frames 
of a minute commercial while 
simultaneously recording the audio; 

2) develop the film; 

3) coordinate film frames and 
audio of commercial, and 

4) paste up. 

Handling a conversion is a simi- 
lar operation. A client sends in a 
film or kinescope of a commercial, 
which is put through a special 
projector. The finished product 
resembles a photo report. How- 
ever, frames in a conversion are 
square, whereas photo reports show 
the tv-set arcs at all corners. 

Thematic coverage. Mrs. Long 
street contends the photo reports 
business is the more sophisticated 
tv follow-up of her RadioScription 
Service (verbatim radio transcripts) 
which she pioneered in 1929 while 
still a secretary in an advertising 

Most orders are handled on a 
"theme" basis, she said. For in- 
stance, there might be a standing 
order from a shampoo manufac- 

SP0NS0R/15 October 1962 

turer or advertising agency for a 
peanut butter firm to cover every- 
thing being done by competitors. 
Or perhaps one giant corporation 
wants to know all activities of its 
giant rival. One third of her work 
is conversions, she said, which be- 
gan about three years ago. 

Commercial monitor pioneer 

Mrs. Marie Longstreet began Radio- 
Scription Service in 1929. Spaces her 
tv monitoring today with gardening 

If a commercial is missed, Mis. 
Longstreet said, "there is no guar- 
antee that you'll find it again same 
time, same station," because so 
many advertisers are participating 
in six or eight shows, or else the 
messages are on a rotating basis. 

It is also impractical to call up a 
station or network, she said, to find 
out when a commercial is sched- 
uled, because they cant afford to 
waste the time and manpower on 
such queries. 

A recognized pro, Mrs. Longstreet 
also likes to "allow time for living" 
which includes gardening, bird 
watching and visiting her Massa- 
chusetts farm with her husband. 

Detective work. Radio-TV Re- 
ports has photo facilities in New 
York, Los Angeles, Washington, 
and New Orleans. It also has offi- 
ces in Los Angeles, San Francisco, 
Detroit, Chicago. Washington, and 
New England through its Boston 
sales operation. 

David Fins, president, said the 
firm has over 50.000 commercials 
in its library— from 10 sees, to 60 
sees.— going back to 1957. 

(Please turn to page 60) 


Six actresses who portrayed problems of women in Purex specials 

["hese women developed roles in series ol Purex Specials for Women: (top, 1-r) Barbara Baxle) as "The Single Woman": 
S\hia Sidney in "Change ol Life"; Kim Hunter in "The Cold Woman"; (bottom) Leora Dana as "The Working Mother": 
Patri tl in "Mother and Daughter"; Phyllis Thaxtei as "The Trapped Housewife." New series is now in the making 

Purei's unique approach to women 

_ zzzzzz . z. 

Appeals to female viewer via her probSesns 
Specials were first to treat delicate topics 
Established impact and brand identity 


Anothei dimension in public a( 
ceptance and approval was 
achieved this month by the Purex 
Corp. for sponsorship ol its un- 
precedented public service series, 
when national distribution began 

ol Avon Book's recently published 
"Special for Women." The book is 
a paperback containing eight of the 
12 original television dramas com- 
prising the Purex Specials for 
Women. Series this summer com- 
pleted its second cycle on NBC TV. 

Scheduled over the past two 
years, Purex Specials for Women 
Began in daytime i\ on 1 I October 
I960 with "The Cold Woman." 
Inst of the documented explora- 
tions into widespread — and often 
delicate — problems laced by women 
in today's complex society. 

For and about women. Purex's 

venture, a distinct departure in tv 
programing, was lauded by tv 
critics and the public as unusually 
compelling, particularly for day- 
time fare, according to Leslie C. 
Bruce, Jr., director of advertising 


SPONSOR/ 15 October 1962 

lor the corporation. 

Edward H. Weiss and Co., Chi- 
cago-based agency for Purex, origi- 
nated the Specials for Women con- 
cept, Bruce says. "The idea initi- 
al!) was (o produce a television 
vehicle which would strongly refleci 
the nature ol Purex products and 
provide strong sponsor identifica- 

"Because ol the corporate slogan, 
'You'll find the Woman's Touch in 
ever) Purex product,' a show loi 
and about women seemed ideally 
suited to our needs." he says. 

Original but expensive. "Under- 
taking the Specials fot Women was 
an expensive as well as an original 
move for Purex." says Nathan 
Pinsof, v.p. and media director foi 
the Weiss agency. "Costs were 
about twice those of I he average 
daytime show." (sponsor estimates 
a total of approximately $100,000 
lor each show, including time and 

The underlying concept of the 
specials, Pinsof explains, represents 
both the advertising philosoph) and 
the marketing strategy of Purex: 
I) to provide advertising impact 
that would help combat some of 
the giant competition in the field 
ol household cleansers and tc'let 
soaps and 2) to establish Pi' 
brands even more substantiall) and, 
at the same time, offer programing 
of service and quality. 

Another marketing factor lacing 
Purex prior to launching the spe- 
cials, according to Bruce, was need 
for a method to register heavib. 
with the grocery trade. 

Grocery produn*s. The prod 
ducts involved (divided between 
Weiss in Chicago and Foote, Cone 
& Bekling's Los Angeles office) are 
chief!) ol Purex's grocer) products 
division: Dutch Cleanser; Little 
Bo-Peep Ammonia: Blu White and 
Beads-O-Bleach; Fleec) White and 
Purex. liquid bleaches; dry and 
liquid Trend detergent; and Sweet- 
Heat I toilet soap. 

Since the homemakei is Purex's 
chief consume). Bruce points out. 
the Specials lor Women seemed 
ideally suited to the company's 
purposes. The project was turned 
over to NBC TV for production 

under the guidance ol Lrving Gitlin, 
executive producer, and George 
1. elicits, writer-producer ol the spe- 

"At fust we were somewhat war) 
about the subject matter," Bruce 
tec alls. "The topics probed were 
new to the tv medium — some ol 
them ol a vers personal nature, 
which, il not handled expertl) and 
with finesse, could have been offen- 
sive to main ol the \ iewci s." 

Proiftrcts Purex 

impresses on tv 

"speeiaJ" viewers 


Among the 12 problems covered 

in the specials wet e such subjective 
topic s as: sexual li igidilv . "I he 
Cold Woman"; emotional prob- 
lems ol homemakei s, in "The 
Trapped Housewife"; myths sur- 
rounding the menopause, in 
"Change ol Life"; and marriage 
un-fullfilment, in "What's Wrong 
with Men:-" 

"We maintained a hands-ofi 

pol'< . however." Bl uc e explains 

Heavy impact to meet the competition 

Five Purex products above were among those rotated in commercials during two 
year television seiics. Marketing strateg) demanded thai these products get In n\ 
sponsor identification impact to meet competitors such as P&G, Level Bios. 

SPONSOR 15 October 1962 


A hands-off policy 

Leslie C. Bruce, Jr., Purex director of 
advertising, gave programers freedom 
in writing and production of episodes 

Response from every level 
Nathan Pinsof, v.p., media director, 
Edw. H. Weiss 8c Co., was pleased with 
Purex series' wide public acclaim 

"and did not interfere in any way 
with the writing or production of 
the episodes." 

lire 12 programs were scheduled 
in the daytime during the past two 
winter seasons and repeated at 
night each summer. Moderated by 
Pauline Frederick, they were docu- 
mented, authoratative, and con- 
tained commentary by noted physi- 
c ians and psychiatrists. 

Positive playback. Based on the 
response, says Bruce, Purex feels 
i hat the series was tremendously 
successful. "Tv critics all over the 
country, as well as individual view- 
ers, were very encouraging in their 
comments praising the shows for 
the manner in which subjects were 
handled." According to Bruce, an 
avalanche of letters, telegrams, and 
phone calls was received by Purex 
and NBC TV after each show, re- 
questing they be rescheduled at 
night so that a wider audience — 
particularly husbands — could see 

"Response came from every level 
of society," says Pinsof, "and from 
all age groups. Comment was also 
received from professional people 
— doctors, attorneys, and even the 
clergy — on the understanding and 
insight imparted via the specials." 

In addition to public acclaim, 
the Purex Specials for Women re- 
ceived many industry accolades for 
excellence, including the National 
Media award, "Media's Finest 

Enthusiasm for the series has car- 
ried over to demand for the Avon 
paperback, as well, says Bruce. 
Prior to national release this month, 
the book was a Purex premium 
during August and September— for 
25 cents and any Purex label. 

The bulk of Purex's advertising 
budget is now allocated to televi- 
sion, according to Fred McCor- 
mack, media supervisor for the ac- 
count at Weiss. He says that tv is 
now the client's major medium, 
with ROP newspaper, and a heavy 
concentration in grocery trade jour- 
nals getting the remainder. Purex 
devotes approximately 65% of its 
advertising budget to tv, sponsor 

But the Purex Corp. is no new- 
comer to television, Pinsof empha- 

sizes, having entered the medium 
about six years ago as an original 
alternate sponsor of Perry Mason. 
For two years it maintained alter- 
nate sponsorship of The Big 
Suprise, and co-sponsored other sig- 
nificant network shows through the 
years, such as the two-part Project 
20. In addition, this advertiser 
schedules extensive daytime partici- 
pations in network tv on such 
shows as Lorctta Young, Dr. Ma- 
lone, and Jan Murray; and at the 
same time conducts tv spot activity. 

Even with such diversified partic- 
ipation in the medium, Pinsof says, 
Purex favors total sponsorship, and 
has some very strong convictions 
about the value of sponsor identifi- 
cation. "Too much program shar- 
ing dilutes sponsor identification 
impact which is important to Purex. 
Because it is not the biggest com- 
pany of its kind, Purex is interested 
in a unique approach to television 
to distinguish its line from similar 
products in the field. The company 
has always maintained an open, 
flexibile approach to television, wil- 
ling and eager to do the exciting 
and dramatic whenever such fare is 
available." Pinsof cites this ex- 
ample: Purex had scheduled The 
World of Benny Goodman for 29 
October, but learned that 1/3 of 
the election night coverage on CBS 
TV was available early in Novem- 
ber. They bought this segment, 
featuring Huntley-Brinkley, and re- 
scheduled the Goodman show for 
later in the year. 

Service preferred. Flexibility 
such as this is desirable for mar- 
keting strategy according to both 
the client and the agency. "While 
not yet having the largest product 
sales story in its field," says Pinsof, 
."Purex would like to maintain its 
already established leadership and 
corporate stature gained by identi- 
fication with programs of quality, 
newness, and impact, with a prefer- 
ence for those of a service nature." 

Last year, in addition to Specials 
for Women, Purex sponsored some 
significant network programing via 
the World Of series. These shows, 
scheduled as specials, were a com- 
bination of entertainment and edu- 
cation, examining the worlds of 
(Please turn to page 61) 


SPONSOR/ 15 October 1962 



1— Local-level merchandising 

2— Top FM coverage in 
All Eastern Michigan. 

3— Every commercial gets 
full-page, tront-page 

4 — Eastern Michigan's only 
TV station telecasting 
color daily. 

5— Nearing 10 years of one- 
ownership service to all 
Eastern Michigan. 



SPONSOR/ 15 October 1962 




WHN has moved to Mutual, bringing a brand new, brand-conscious audience in 
7 key Eastern states! it's an adult, affluent audience, attracted by enlightened radio 
programming. Only WHN presents Total Information News — complete coverage of 
local and world events with comment by such outstanding personalities in their 
field as: Fulton Lewis Jr., Bill Stern, George Hamilton Combs, Whitney Bolton, Leo 
;her, Tony Marvin and more. As well as Mutuai's awai i ing program "The 

World Today"! 

And WHN plays The Sound of Music your audience ir. Only the most 

listenable music presented by Bob and Ray, Dick Shepard, Hans Andersen, Lonny 
Starr and Dean Hunter. 

So remember WHN —all 50, COO watts of it. Your station to reach the best of 
New York City and beyond. Remember Mutual, toe. It's the largest radio network in 
the world. It's your road to Main Street, U.S.A. 

5 0,0 00 WATTS 




mutual RaiSif 


Y'all Can Brang 

Yer Geetar, too, Cause 

This'ns Gonna Be 

Uh Reeuul Swangin' 

BPA Doin's 

In Bee-Ug D 

Whyncha pack yer bag, bring the 
leetle lady and all the young'uns 
and stay a spell. 


Media people: 
what they are doing 
and saying 

The deal made between ex-Hicks & Greist buyer, Mort Reiner, and 
Public Affairs Projects, Inc. early last month, seems to have fizzled 
out. Mort, who joined PAP to handle the New York State Democratic 
politicos, is reported to be looking around for another buying job. 

Bud Pfaft, one of the featured "players" in sponsor's story, "The 
Only Brother Act in Timebuying?", 10 September issue, leaves Manoff 
this week for Bates to be assistant buyer on Standard Brands. The 
situation is somehow equated since Manoff wooed Tom Hollingshead 
away from Dancer-Fitzgerald-Sample and made him media supervisor 
last week. 

Aside from the addition of former Lynn Baker buyer, Mary Meehan 

(reported here last week), a flurry of move-em-up activity has been 
going on at Fuller & Smith & Ross, New York. Those involved: 
Frank Delaney who supervised all media for Lehn & Fink products 
and Dorothy Shahinian, executive assistant to media director, Don 
Leonard, moved up to associate media directors; and estimator (on 
Lehn & Fink) Lucille Giorelli, made a media buyer. The activity, of 
course, was motivated by the recent Lestoil acquisition. 

Exchanging a bit of farm talk 

Among those who talked farming during recent Nat'l. Assn. of Tv/Radio 
Farm Directors luncheon in N. Y. were these Wildrick &: Miller, N. Y. peo- 
ple (1-r): chief buyer Maria Stier, pres. Stanley Wildrick, a.e. Herb Hands, 
v.p. Donald Wildrick. Far right: CBS Radio Spot Sales a.e. Ray Kremer 

Agency hopping dept.: James J. Egan left Al Paul Lefton, Philadel- 
phia, to join N. W. Ayer, that city, as buyer on Sealtest; Richard 
Bower, who bought broadcast on BBDO's Campbell Soup account, 
joined Colgate-Palmolive as assistant product manager in the new 
produc ts division. 

It's still vacation time for Dancer-Fitzgerald-Sample's Dorothy 
Medanic who is spending it in Europe. 

(Please turn to page 50) 


SPONSOR/ 15 October 1962 

f you lived in San Francisco — 

. . .you 'd be sold on KRON-TV 

SPONSOR/15 October 1962 



use KTVE" 

So says 

Lee Edwards 


in Monroe, La. 








m 1 















Raymond E. Corow 
General Manager 





* ARB, Nov. '61 

One buy— one bill— one 


Or stations may be bought 

individually for specific 


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



Foote, Clone & Belding's newly-wed Martha Sykes is honeymooning 
in Puerto Rico. 

Can't help wondering: How name-alikes Marion Monahan of Mc- 
Cann-Erickson, San Francisco, and Marianne Monahan of Needham, 
Louis 8c Brorby, Chicago, feel about the contusion this same-name 
situation niggers? 

The Corner pays its respects this week to McCann Erickson's (New 
York) John Kilian. fohn, who has been with McCann-Erickson for 
more than lour years now, is raclio-tv buyer on the Nabisco bread 
account. He was one of the first buyers to receive Broadcast Time 
Salts' recently inaugurated "Timebuyer of the Week" award. A 
native oi Saginaw, Mich., and a graduate of City College of Chicago, 
fohn started his advertising career in the accounting department at 
McCann-Erickson alter a stint with the U.S. Army. Gradually he 
moved into media buying and for a time handled some of the buying 
chores on the Dorothy Gray account. John, who is married, is an avid 
sports enthusiast and whenever time permits, he hies himself oft to 
indulge in his favorite sports— tennis and skiing. 

"Timebuyer of the Week'' award 

McCann-Erickson's |ohn Kilian (r) ' receiving "Timebuyer ol the Week" 
award from Broadcast Time Sales v.p. Ben McLaughlin. He was one of the 
first recipients to cap the award which honors skill in radio buying 

Good news dept.: Bill Murphy, media director at Papert, Koenig 8c 
Lois, is out of the hospital and recuperating at home after a success- 
1 nl battle with pneumonia. 

Not so good news dept.: Mishap experienced by Don O'Toole, 
assistant media director at Buchen, Chicago. Returning from a Nas- 
sau honeymoon a couple of weeks ago, Don wasn't back on the job 
one day when he was hit by shattered glass on the Illinois Central 
railroad en route to his home. Don spent the night in the hospital 
and both bride and Buchen were happy to have him back the next 
clav. ^ 


SPONSOR/ 15 October 1962 

PEOPLE AP-PEEL...a basic concept of per- 
son-to-person radio! SWANCO STATIONS 
program for the whole family, appealingly, 
entertainingly . . . and, productively for adver- 
tisers. Friendly, family radio with "people 
appeal" . . . people who listen, like it . . . 
people who buy it, love it!! 


P. A. 





KQEO KLEO XS^roberte. 

A N EW°MEX?C U ' TANAS'' \ZmP — *— * -• '- 



We're whompin' up a 

reeul or fashion hoe-down 

for y'all at the 

Holiday Inn Central 

Bunkhouse . . . better, pack 

yer saddlebag and 
head on down to Bee-Ug D 

Harold Mcden. secretary-Treasurer 
Broadcasters' Promotion Association, Inc. 
213 Kast 4»tli Street 
New York 17. N'.Y. 

Hear I'odnnh: 

I'm attachin' my rlieek for $4(1 as advance 
registration for the 1962 BPA Seminar in Kit: 'IV. 
Have them fellers down at the hiinkhniise set U|> 
hnusekeenin' for me Octoher 2.9-31. 




<ity State 




He also used the silent movies he and his crew filmed, to fill out 
most of the rest of the show with a pictorial presentation, narrated by 
him, of the PT 109 episode. It is the strongest kind of tribute to 
Paar's capacity to make a story interesting, suspenseful and exciting 
that he could take an incident like President Kennedy's wartime 
adventure, which has had so vast an amount of coverage, and by 
running a batch of silent film footage (largely of a travelog nature) 
still make it absorbing, prime time tv. 

Paar's plus, of course, was having Reg Evans the brave and wiry 
Australian scout, who saved Kennedy and other members of the 
group, as well as practically all the still living participants in the 
adventure on the show in person. These techniques, of course, were 
originated and refined in the course of the Tonight show. 

The how-many-successive-spots-make-sense point on the Paar op- 
ener came, of course, at the midway mark (10:30) with seven plugs 
in a row: Ronson, Sam Benedict house pitch, TV Guide spot, Food 
Fair, Contac, Prestone, and Mogen David wine. 

Prince Carson's debut 

For my money NBC could hardly have made a better choice to 
follow Paar than Johnny Carson. Carson is a seasoned comic emcee, 
who has handled them all from little old ladies on daytime television 
to lecherous old fellow comics at Friars' testimonial luncheons. On 
the opening show he remarked that someone had called him the 
"new king." He put in a disclaimer to this title, affably developed by 
his predecessor. "I'm no king," he said. "Prince, maybe, yes, but 
king, no." 

At running the show, based on the first three outings, he's at least 
a Prince. He's got a warm, humorous, ingratiating and sometimes 
pixieish personality, which wears well. He knows how to handle 
guests, celebrities and others. He's got a quick and curious mind. 
And, as I noted up front, he and producer Perry Cross, both being 
smart showmen, have retained many of the ingredients which were so 
successful during Paar's time. Having guest Ann Corio teach him the 
stripper's walk, and stripping to the waist with muscle man Bruce 
Randall, Mr. Universe, for a riotously funny study in contrasts were 
right out of the standard Paar approach. Guests on the first three 
shows included Rudy Vallee, Joan Crawford, Mel Brooks, Tallulah 
Bankhead, Shelly Berman, Artie Shaw, and Bobby Darin. 

Carson manages, too, to get the "shockers" and the mildly naughty 
comment from his guests wherever natural, and/or desirable from the 
viewpoint of showmanship. Vallee, for example, told about how the 
producers of "How to Succeed in Business Without Really Trying," 
Ernie Martin and Cy Feuer, tried to drop him before the show 
opened; Bobby Darin expressed his candid opinion that most of the 
fan magazines represented a form of mass degeneracy; and Miss 
Crawford, during a visit to her apartment by Carson, had asked her 
poodles whether they wanted to tinkle before she left. Carson thought 
she was asking him. 

The Tonight show with Johnny is just about sold out, and my 
guess is not only that it will stay that way, but that these sponsors are 
getting themselves a buy. All except those in the six-successive-spots 
stretch, which on opening night came at midnight: Philco, Chemical 
Bank of New York, Breakstone Whipped Cream Cheese, Vicks Vapo- 
rub and Jamaica Days. How many messages can a viewer absorb at 
one time? ^ 


SPONSOR/ 15 October 1962 


{Continued from page 35) 

business in the future." Morin 
agreed with his counterparts in the 
syndication field that there was a 
good deal of pre-empting of net- 
work shows today in favor of syn- 
dicated feature film. 

Now major syndicator. Allied 
Artists Television Corp. is the suc- 
cessor to the old International TV 
and in its one year of existence has 
become a major syndicator. Five 
big packages have been put together 
in the past nine months. They in- 
clude 40 Cavalcade of the 60' s 
Group I features; 32 Cavalcade of 
the 60' s, Group II features; 22 Sci- 
ence Fiction features; 13 Romba the 
Jungle Boy features and 48 Bowery 
Boys features. Morin said these 
packages, new on tv, have been 
grabbing top ratings in such key 
markets as New York, Los Angeles, 
Chicago, San Francisco and other 
cities. He stressed the promotabil- 
ity of the AATV packages. "Allo- 
cating your dollars properly be- 
tween paying for the films and pro- 
motion is the key to a station's 
success,'' Morin declared. AATV is 
packaging each property with in- 
depth promotion kits. Peter Jaeger 
is national program manager of 

Also, like others in the field, 
Morin is thinking of diversifying 
his catalogue. One of the new proj- 
ects he has in mind is the produc- 
tion of a series on finance. He 
thinks the public is ready for such 
a series. "It could almost be turned 
into an adventure story," he mused 
the other day, "It has so much 
drama and rich meaning to most 

Returning to the subject station 
reps, Morin observed that stations 
have too long allowed the impor- 
tance of their sales reps to be over- 
looked in regard to programing. 

"Recently, the wiser station man- 
agers have become aware of pro- 
graming knowledge that the rep 
possesses from being in continuous 
contact with timebuyers, stations 
throughout the country and the 
more progressive film distributors," 
Morin reported. "The more astute 
station owner is finally taking ad- 
vantage of this knowledge — and a 
rapport between rep, station and 
(Please turn to page 57) 

The wondrous bee does plan and 
plan the filling of the comb 

Your advertising planning can be greatly simplified by using BEE- 
LINE RADIO. You reach all of Inland California and Western 
Nevada with the five McClatchy stations. In fact, the McClatchy 
stations reach more radio homes than any other combination of sta- 
tions at the lowest c/M. (Nielsen Coverage Service Report #2, 

McClatchy Broadcasting Company 

delivers more for the money in Inland California-Western Nevada 



SPONSOR/ 15 October 1962 





... WKZO-TV Can Make Your Sales 
Grow by Leaps and Bounds in 
Greater Western Michigan! 

If you want the greatest area coverage in Michigan 
outside Detroit, WKZO-TV will head your list. 

NCS '61 tells why. Daily, nightly, weekly, WKZO-TV 
reaches more homes than any other Michigan station 
outside Detroit. 456,320 homes, to be exact, in 30 
Western Michigan and Northern Indiana counties. It's 
a market SRDS credits with annual retail sales of over 
two and one-half billion dollars. 

Avery-Knodel has all the dope. And if you want all 
the rest of ontstate Michigan worth having, add WWTV, 
Cadillac/ WW UP-TV, Sault Ste. Marie to your 
WKZO-TV schedule. 

^Kangaroos can cover 42 feet at a bound, clear heights of 10% feet. 









100,000 WATTS • CHANNEL 3 • 1000' TOWER 

Studios in Both Kalamazoo and Grand Rapids 

For Greater Western Michigan 

Avery-Knodel, Inc., Exclusive Nafional Representatives 

SPONSOR/15 October 1962 


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

15 OCTOBER 1962 / copyright 1962 II agencies, stations 

Suburban Broadcasters lost their bid for Supreme Court certiorari in their 
appeal against FCC denial of their application for an I'm station on the grounds 
no attempt had been made to ascertain community programing needs. 

Denial of certiorari does not amount to a Supreme Court precedent, but this will still 
be a landmark case in broadcasting. 

The application was for an fm outlet in Elizabeth, N. J. Metropolitan Broadcasting op- 
posed on grounds of interference with WNEW-FM, New York. Later, Metropolitan also 
charged that Suburban's proposed programing was in fact identical with actual programing 
by the firm's Illinois and California fm's. 

FCC turned down Suburban purely on these grounds — that no effort had been made 
to find out what type of programing Elizabeth needs — setting up a perfect test case. 
Suburban argued that in cases where a facility is available and there is only one applicant, 
the outer limits of FCC power are to question whether the applicant's character is up to par, 
whether he has the necessary finances, etc. FCC argued it has a right to look into pro- 

The Appeals Court agreed with the FCC, and Suburban thereupon asked the Supreme 
Court to review that decision. If the Supreme Court had agreed to hear the case, if argu- 
ments had been held and decisions rendered, the precedent would have been clear-cut. 
Refusal to hear a case, as was done this time, merely means the lower court decision is permit- 
ted to stand. There is a further complication in that the Supreme Court doesn't explain why 
it refuses to disturb lower court decisions, and there can be many reasons. 

However, as a practical matter, those who contend the FCC has broad powers to set out 
programing standards will feel that this particular refusal of certiorari buttresses their case. 
There is no doubt that members of the FCC who feel this way will be much encouraged 
about their legal position. 

Coming at a time when the FCC appears to be trending toward more critical looks at 
programing when licenses are up for renewal, the Supreme Court refusal to hear this case 
probably means the FCC will get even tougher. 

The Supreme Court also dashed the hopes of opponents of subscription tele- 
vision: It refused certiorari to a group of theatre owners seeking review of the 
Appeals Court decision that the FCC was within its powers when it approved the 
RKO-General Hartford experiment. 

This again merely permits the Appeals Court verdict to stand, without constituting a 
Supreme Court expression on the subject. But it removes the last legal danger to the Hart- 
ford experiment, which is already under way. 

The motion picture people can ask for reconsideration as, indeed, Suburban Broadcasters 
also can do. However, this maneuver works so seldom that very often losing litigants don't 
even bother to try it. 

On the other hand, the Denver pay-tv trial just approved by the FCC could be in for 
a rougher legal experience. FCC approved without hearings, and the Appeals Court has 
slapped a good many cases back at the FCC because those on the losing side hadn't been 
given a chance to plead their cases. It was for this reason that the FCC had been 
expected to hold hearings before giving its approval to the Denver pay-tv trial. 

There was also a strong dissent in the Denver case by Commissioner Robert Bartley, 
who doubted that the applicant had proven financial ability to carry out the test. Bartley 
also noted that an intention to sell the station involved to Bill Daniels had been stated, and 
that CATV operator Daniels had a record of interests in construction permits for three TV sta- 
tions which were never built. 

SPONSOR/15 October 1962 55 


15 OCTOBER 1962 / Copyright IM2 

A round-up of 

trade talk, trends and 

tips for admen 

You can pretty well tell whose electronic computer an agency will wind up 
with by scanning its client list 

Here's a roster of agencies whose clients are in the business of making computers: 

BBD&O Minneapolis Honeywell 

Benton & Bowles International Business Machine 

Compton Sperry Rand* (Remington typewriter) 

J. Walter Thompson RCA 

Young & Rubicam Sperry Rand (Remington shaver) 

*Turns out the Univac and other models. 

There could be a certain key to the success that J. Walter Thompson has 
been having of recent years in hauling in one choice account after another. 

That certain key: the fact that the head of new business also presides over the 
agency's tv affairs (around $150 million), namely, Dan Seymour. 

In other words, prospective accounts with substantial stakes in what is now the prime 
medium are inclined to bend a partial ear to one who talks with authority about tv. 

Judging from feelers being quietly made of prospects around the trade, one of 
the western radio group ownerships is interested in selling out. 

A provision of the deal: the president of the group, who is also the operator, be re- 
tained and on a multi-yeared contract. 

These thoughts may have occurred to you as you've read the prints this fall 
on the reactions to the new nighttime series being unveiled on the tv networks: 

1) Virtually the same tv columnists who in the past flogged the medium for its vio- 
lence and touches of sex are now complaining about the mildness of tv fare. 

2) Is there anybody taking the time and effort to rack up the batting average of 
those ivorytower prognosticators of the click vs. failure prospects of the coming 
season's programs? 

The Chase & Sanborn division of Standard Brands last week pooh-poohed the 
report circulating on Madison Avenue that is was considering taking on another 

The bulk of the Standard Brands account is now split between J. Walter Thompson 
and Bates, which has the margarines. 

A Fifth Avenue agency has been having quite a turnover in timebuyers mostly 
because of frustration stemming from the fact that the top jobs in the media de- 
partment are held by men in their 30's or lower 40's. 

The migrants have been pretty much of topflight quality and it's been their feeling that 
under the circumstances all they could look forward to is a yearly $10 raise. 

Hence they look around for a shop where the age brackets of the media executives 
are not so low, which would open the way for not so distant promotion. 

56 SPONSOR/15 October 1962 


(Continued from page 53) 

film distributor is beginning to 
take sbape to tbe advantage of all 

The market for both feature and 
kid programing continues to flour- 
ish like the hardy aspidistra plant, 
according to Robert Seidelman, 
v.p. in charge of syndication for 
Screen Gems, tv subsidiary of 
Columbia Pictures. Seidelman said 
his company was maintaining its 
position as one of the top suppliers 
of feature films in the industry. 
"We're in the programing business 
basically and not in the advertising 
business," he said in answer to a 
question anent how much syndi- 
cator sales staff assistance was in- 
volved in search of advertisers. 
"We've given up calling on agen- 
cies," he declared. "I don't think 
we're in default, in this instance. 
It is in the nature of the business." 
He thought a small percentage of 
syndicate product was sold directly 
to sponsors today whereas it was 
the other way around in the early 
days of syndication. He also 
thought the networks had "stolen 
away a lot of the regional sponsors 
who had bought syndication on 
local stations in the old days." This 
lias hurt the syndication business 
considerably, he observed. 

Last year marked the first release 
to tv of a group of Columbia Pic- 
tures' post-48s that included such 
blockbusters as The Caine Mutiny, 
All The King's Men, Born Yester- 
day and Death of a Salesman. Re- 
cently, Screen Gems sold four CBS 
o&o stations on a long-term licens- 
ing arrangement covering the tele- 
cast by the stations of 73 post-'50 
Columbia Pictures. This was only 
a small portion of the studio's out- 
put during the '50's. Post-'50 fea- 
tures include From Here to Eter- 
nity, The Eddy Duchin Story, The 
Key, The Last Angry Man and 
Operation Mad Ball 

Kid shows booming. Comment- 
ing on the need for diversification, 
Seidelman said he, too, was think- 
ing of prepping a series of docu- 
mentaries. "But I would like to do 
something of a public service doc- 
umentary nature that the networks 
can't do," he said. 

Kid programs are also booming 
today, he said. "We're doing a fan- 

Chicago's most favorable 
location for the communications 
and advertising industry 


645 N. Michigan Avenue 
Chicago 11, 111. 

For rental information contact 

Scribner & Co. 

38 S. Dearborn Street 
Chicago 3, 111. 
Central 6-4204 

SPONSOR/ 15 October 1962 


tastic business with The Three 
he exclaimed. "There is 
a new audience for these clowns all 
the time. And the kids love re- 
peats. There's a deluge of money 
to be made in the kid market. Just 
lake a look at all the major mar- 
kets available loda\ for children's 

Nor is Screen Gems having the 
slightest difficulty disposing of its 
cartoons b\ Hann-Barbera, Seidel- 
nian asserted. Ed Justin, director 
of merchandising for Screen (.ems, 
has made numerous tie-ups in be- 
liall ol local sponsors from coast to 
coasi backing Huckleberry Hound, 
Quick Draw McGraw, Yogi Bear 
and other Screen Gems cartoon 

Although the trend for the past 
lew years in tv, both network and 
local, has been for sponsors to buy 
minute participations in programs, 
(he inherent value of program 
identification with either full or 
alternate sponsorship, is as impor- 
tant today as it has ever been, James 
T. Victory, v.p., domestic sales, CBS 
Films, told sponsor. The program 
sponsor, according to Victory, has 
the advantage of associating him- 
self with a program that is compati- 
ble with his type of product or 
service. Among other virtues, he has 
the advantage of syndication's flexi- 
bility and local impact, Victory ob- 
served, and he can build an ad and 
merchandising campaign geared to 
his own markets and sales distribu- 
tion area. 

Like his boss, Sam Cook Digges, 
administrative v.p., Victory feels 
that today's successful syndicator 
must include in his catalogue such 
products as public affairs documen- 
taries, full hour dramas, cartoons 
(in six-minute and half-hour form) , 
music programs, westerns, comedy 
series, five-minute shows for daily 
stripping and. of course, true action- 
adventure." Both Digges and Vic- 
tory also see the need to be on top 
in merchandising and licensing op- 

More recently, CBS Films has 
been having notable success with 
strip programing. CBS Films points 
out that a client need not be a na- 
tional account to capitalize on the 
ad values inherent in strip pro- 
graming. Tv today, Victory says, 
offers many top programs aired 
locally on a strip basis. He cites 

success stories scored with Whirly- 
birds, Amos 'n' Andy, December 
Bride and others which are strip 

Documentary series. Jacques 
Liebenguth, general sales manager, 
Storer Programs, agrees with Digges, 
Victory and others that alert- 
minded syndicators nesd public 
service shows as well as action- 
adventure, if they are to succeed. 
Last week Liebenguth reported 
"very good sales and excellent ac- 
ceptance" of Communism: R.M.E., 
the first tv series of its kind, relat- 
ing the basic differences between 
communism and the free world. 
"Communism has been a subject of 
great interest, of controversy," 
Liebenguth said. "Yet the endless 
machinery that grinds out tv pro- 
grams has never created a series ex- 
plaining and clarifying the basics 
of communism. A sponsor or ad- 
vertiser gets exclusivity with this 
unique series which has positive 
promotional and merchandising 
values." Host and narrator of Com- 
munism: R.M.E. (26, 30-minute 
programs) , is Art Linkletter. He 
also was pleased with Divorce 
Court, the tv hour-long court- 
room drama now sold in some 60 
major markets with many blue chip 
clients backing the series. Also on 
the Storer Programs list is B'Wana 
Don, an entertainment and educa- 
tional series produced for chil- 
dren's viewing. 

The idea of picking up a top 
flight re-run and sponsoring it for 
a regional buy can be a most ap- 
pealing one, William P. Breen, v.p. 
sales, NBC Films, told sponsor. 
Breen last week cited a good ex- 
ample in Hennessey which has 
caught on with such advertisers as 
California Oil Co., through White 
and Shuford Advertising in Denver; 
Bowman Biscuit Co. through Durey 
Ranck Advertising in Denver and 
Foremost Dairies through Guild, 
Bascom and Bonfigli in San Fran- 
cisco. They have bought a total of 
71 markets among them for the 
Hennessey series. 

Twentieth Century-Fox Tv ex- 
ecutives have announced recently 
that Century I, their first major 
group of films, is now ready for 
local sale. The Century I package 
includes 30 major films made at 
the Twentieth Century-Fox Film 
studios. ^ 


(Continued from page 39) 

assistants, $3,000 to $7,000 and for 
men assistant timebuyers $4,000 to 
$7,000. Timebuyers from $6,000 
to $10,000. 

New York. This city was de- 
scribed as "the mecca of the ad 
world" by one timebuyer and pre- 
vious discussion bears this out. 
The city probably has more agen- 
cies, clients, billings, radio and tv 
stations, and money than any other 
city, and often two cities com- 
bined. Every timebuyer in the Em- 
pire City has something to say 
about opportunities there. 

About salary. "I've never been 
screened so hard for such a low- 
paying job." 

"The job competition is rough, 
and so is the pay." 

"Any buyer will do better in a 
long run in New York." 

"New York is the only place 
w T here a guy can stand on his feet. 
Women cut the hell out of sala- 
ries in other cities." 

"Most women got in during the 
war, but their opportunities are 
dowm now." 

"Only the smaller shops take 
women — when they can't afford 

"New York is the only city for 
timebuyers, regardless of sex." 

"Women start as estimators in 
New York, and usually stop there." 

"Woman's chances of advancing 
are better in print." 

"Shouldn't be a double standard 
for men and women, but there is." 

"80% of agencies in New York 
won't hire girls for timebuyers." 

About social life. "Social life of 
a timebuyer is tops." 

"One of the more attractive 
parts of being a timebuyer here." 

"Boat rides and trips are lots of 

Timebuying climate. "I'm gam- 
bling on my knowledge of comput- 
ers for a big boost in the future." 

"The hub of sophisticated me- 
dia buying." 

"The muscle of the industry." 

"Strangers in New York have a 
rough time." 

"In New York they don't forget 
mistakes. In Chicago you're a hu- 
man being first." 

Salary in New York varies, but is 
tops in the industry. For women, 


SPONSOR/ 15 October 1962 

as assistant timebuyers $3,900 to 
$6,000, as buyers up to 510,000. 
For men $5,000 to $8,000 as assist- 
ants and up to $11-14,000 as buy- 

Philadelphia. Reports to sponsor 
say that there are lew jobs in time- 
buying here and they arc held 
tenaciously. There is very little 
.switching from agency to agency, 
or to other cities. 

The pay scale is lower than New 
York, mainly because the cost of 
living is lower. "Station people 
are interested in moving to New 
York, but agency people no." says 
one Philadelphia timebuyer. "It's 
too rough and competitive in New 
York. Here we get accounts, we 
keep them, and we keep our jobs. 
On the other hand, timebuyers 
from New York don't come look- 
ing for jobs here, but it doesn't 
bother us. We have a close knit 
friendly group." 

Salaries range from $4,600 to $5,- 
200 for assistant women timebuy- 
ers and $5,500 to $7,800 for assist- 
ant male timebuyers. Women 
timebuyers get $6,500 to $10,500 
and male timebuyers $7,800 to 
SI 1.000. 

Pittsburgh. Opporunities are 
poor to fair in this large industrial 
market, timebuyers indicate. 
"There are very few jobs for time- 
buyers available here. There are 
not over five full-time buyers in 
the city," one buyer reports. 

Salary brackets reported are S5,- 
000 to $7,000 for assistant man 
timebuyer and $7,000 to $9,000 as 
a timebuyer. For women $4,000 
to $6,000 as assistant timebuyers 
and $5,000 to $7,000 as buyers' 

St. Louis. Media men say there 
is a lack of capable experienced 
timebuyers in St. Louis, able to 
buy broadcast on a national level 
—and there's a lot of national 
work to be done. 

Both major agencies, and con- 
curring smaller agencies, agree that 
timebuyers are more valuable to 
them if they are trained from 
scratch within their own agency, 
aoung graduates are taken into the 
agencies from college and brought 
up in either research or estimat- 
ing. Women often work their wax 
up from secretaries. However, 
agencies did take some experienced 
people from other cities. 

Opportunities are reported as 

good for both men and women. 
"We have some damn good women 
out here," one major agency exe< 
utive responded. In our agency 
we prefer to have women. We feel 
they are more permanent and will 
not jump to other cities or other 
agencies for more money after 
we've trained them." 

Salaries range from $ 1,000 to $7,- 
000 for assistant timebuyers and 
up to $11,000 for senior timebuy- 
ers. "If the buyer is good, he is 
appreciated," one top executive 
said, "and we pay them as much 

or more than in New York." 

San Francisco. Although San 
Francisco lacks up SI 40 million a 
year in radio/tv billings, jobs are 
sc arce. 

When asked il there were man) 
timebuying jobs available, answers 
were "virtually none," "no," 
"none," right down the line. The 
most optimistic reply was "women 
have a better chance when there 
are jobs, but there are too lew 
openings too infrequently to 

The general consensus is "it may 

John McGowan, of 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 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 



SPONSOR 15 October 1962 


be a wonderful city, but not for 
timebuyers." Even the lucky ones 
who have jobs report salaries are 
low, but love Frisco and do not 
want to leave. Timebuyers from 
other cities admit "I'd rather work 
in San Francisco myself, but." 

A prett) and intelligent timc- 
buyer from a major ad agency in 
Chicago went out to seek a time- 
buying job, and waited a year with 
no results. "Very discouraged" 
she returned to Chicago. Others 
came from Chicago, Los Angeles 
and other cities while she was 
there, but left after two weeks 
without even a hope. "It was ob- 
vious jobs just weren't," she said. 
A noted timebuyer from New York 
waited almost a year, before re- 
turning to the East. 

Salaries for timebuyers for assist- 
ant men and women range from 
$3,600 to $4,800. For women buy- 
ers $5,000 to $8,000, and men buy- 
ers $5,000 to $10,000. 

Working with monsters. In the 
larger agencies in New York and 
Chicago, it appears that timebuy- 
ers with some knowledge of the 
computer and its possibilities may 
have a slight jump on their asso- 
ciates when it comes to higher ex- 
ecutive positions where media 
planning is concerned. 

"Contrary to many people's 
thinking, the computer is not going 
to put any timebuyer out of work 
—only change his position," says a 
large New York agency associate 
media director. "There may even 
be more work with more responsi- 

"In the large agencies using the 
monsters, it will put the buyer in 
a more important role. When the 
computers used are of the decision- 
making type (such as Young & 
Rubicam claims) , and not just 
linear, the timebuyer will have to 
know damn well what he is put- 
ting into the thing, as the decision 
made by collating the figures will 
be almost irrevocable. Everyone 
will believe it." 

Another associate media direc- 
tor at another large agency agrees. 
"When more and more agencies 
stop 'looking' and begin 'using' 
computers, it will become increas- 
ingly important for buyers to un- 
derstand their function. Slowly, 
the idea and value of computers 
are growing on agencies, and the 

timebuyer who knows their role in 
the overall concept of media buy- 
ing and planning will make a more 
valuable man." 

Thus far, sponsor finds serious 
computer talk is limited to New 
York and Chicago, although the 
electronic installations are used in 
other cities. Also, the importance 
of a buyer's computer savvy varies 
among agency executives. It's a 
matter of depth, one agency man 
said. "A timebuyer who just knows 
numbers and doesn't care about 
computers, media planning, and 
profile, is no better than an editor 
who just knows punctuation. 
Good decision-making involves a 
great deal of knowledge." Thus, 
in the end, computer knowledge 
may separate the big city buyers 
from other buyers. ^ 


(Continued from page 41) 

He said the job of listening and 
watching for a client is "a lot of 
long, hard work. We provide a lot 
of service and people rely on us." 

He added that sometimes "we 
have to do detective work" to trace 
a commercial for a client who 
"thought" he saw such and such 
someplace. Once he said a customer 
told them he saw a commercial on 
Laramie, which they didn't have. 
After a few days it was discovered 
the client had been traveling and 
what he saw was a local cut in for 
the commercial somewhere in the 

Radio Reports began operations 
in 1936 when it caught recorded ra- 
dio programs and messages on 16- 
inch Presto aluminum discs. Some 
of the discs, which since have been 
sold almost for nothing to a junk 
dealer, were Amos 'n' Andy, Easy 
Aces, H. J', Kaltenborn, etc. 

Agency man at the top. Story- 
board Reports, which has been op- 
erating for 4 1/2 years, refers to its 
photo reports as storyboard reports, 
according to Allan Black, general 
manager, who for 10 years was an 
advertising agency writer and pro- 

Black emphasized (as did Mrs. 
Longstreet) that his firm does not 
restrict its shooting to a frame 
automatically every four seconds. 
"We take as many pictures as neces- 
sar\ to include every scene or super 

—sometimes 40 or 45 times a min- 
ute, but never below 15." 

Again, as did Mrs. Longstreet, 
Black stressed that his firm uses 
original photos and does not run 
off copies from one master. Con- 
versions are about 25% of his busi- 
ness today, he said, but growing. 

65,000 commercials. U.S. Tele- 
Service Corp. has just released a 
catalogue of over 65,000 tv com- 
mercials going back to 1958— in- 
dexed alphabetically by product 
category— which it has available in 
its library in photo-script form 
(photo-script is a registered trade- 
mark for the firm's photo reports). 

Company president Henry L. 
Sondheim said the basic business is 
supplying off-the-air photo-scripts. 
However, among other services, the 
firm also handles conversions and 
merchandising sheets. The latter 
are photo offset copies of photo- 
scripts, with additional promotion- 
al and explanatory material added. 

The printed reproductions are 
often used by advertisers, Sondheim 
said, to merchandise their cam- 
paigns to their sales organizations, 
distributors, and retailers. 

Tele-Service has 400 monitors in 
250 cities, Sondheim continued, and 
a sales and servicing staff of four in 
New York, two in Chicago, and one 
in Los Angeles. The firm also ar- 
ranges for kinescopes in 100 cities 
outside New York in addition to 
its kine operation in Gotham. Its 
library of "thousands of kines," 
which goes back three years, is ex- 
pected to be catalogued by product 
category by 15 November. 

Available in color. A process to 
produce a four-color photo-script 
for photo offset reproduction at "a 
very low price" has recently been 
developed by Tele-Service and al- 
ready is being used. The firm also 
has been producing foreign lan- 
guage (Spanish, German, French) 
and bilingual photo-scripts for some 

Perhaps the most infernal device 
in the Tele-Service plant— to be in- 
troduced 30 November— is the new- 
lv engineered multiplex system for 
shooting images from seven tv mon- 
itors with one camera. This elec- 
tronic marvel unravels the pictures 
later by a key system. 

As in other Tele-Service cameras, 
the multiplex system will be set to 
shoot every four seconds, but will 


SPONSOR/ 15 October 1962 

nave the potential ol shooting as 
much as three times a second il 
desired, as do the other cameras. 

Cleveland operation. In Cleve- 
land, Jack T. Sharp, president of 
Guardian Monitor Service, said his 
firm offers monitoring service in all 
big and small markets throughout 
the country. Presently, however, 
the reports are typewritten reports, 
concerned mainly with message 
scheduling, quality, and commer- 
cial company. 

But the firm will be giving off- 
the-air photo reports in the near 
future, Sharp said. 

Uses and costs. The uses and 
advantages of photo reports and 
conversions are well known in the 
mdustry, and therefore, only a few 
of the main ones will be mentioned 
here. (Tele-Service lists 39 uses.) 

1) Quick reference; eliminates 
time spent in projection room. 
Very portable and may be perused 
on the 5:29 to Cos Cob. 

2) Seeking new account; libraries 
provide background on what has 
been done for product and its com- 

?>) Keep check on competition. 

4) Check stations; are messages 
being aired on schedule? what is 
their quality? what commercials 
came before, after? 

The cost of a one-minute com- 
mercial photo report varies from 
$7.50 to 512.50. Prices are reduced 
for quantity purchases, and each 
firm offers forms of quality-plus- 
price indu< ements for their various 
sen ices. ^ 


(Continued from page 44) 

such luminaries as Bob Hope, Billy 
Graham, Jimmy Doolittle, and 
Sophia Loren. 

This season, more World Of epi- 
sodes are scheduled under Purex 
aegis, beginning with The World 
of Jackie Kennedy on 30 Novem- 

Mean while, Purex has not for- 
saken the Specials for Women. For 
some time work has been in prog- 
ress on new subject matter to pre- 
sent within this format. "We want 
to do more of them," Bruce says, 
"but we reached a point where all 
oi us involved — the agency, net- 
work, and Purex — felt we may have 

exhausted subject matter for the 
original series. New ideas aie now 
being explored for continuing the 
specials, however." 

One ol (he possibilities under in- 
vestigation, Bruce says, is a two- 
part episode on love and marriage. 
Because of the response to the book 
offer this summer — far exceeded 
our expectations, Bruce reports — ■ 
the company feels there is a contin- 
uing need for examining contemp- 
orary personal problems. 

Bruce indicates that the specials 
worked out very well lor Purex. 

"The positive response from the 
public, as well as the laiings which 
were good, had us to believe thai 
we accomplished our prime pur- 
poses," lie sa\s. However, he points 
out, it is impossible to pin down 
specific sales results from an\ one 
campaign, because there are so 
inan\ variables. He admits one ac- 
complishment directly attributable 
to the series: "We gained new (lis 
tribution lor our products result- 
ing from distributor admiration of 
the Sjjetitils for Women sponsor- 
ship." ^ 


urgh's WIIC promotes 

\ * !i ? 

Spot availabilities: 




7 a.m. 
Mon. through Fri. 




9 a.m. 
Mon. through Fri. 



1 p.m. 
Mon. through Fri. 






5 p.m. 
Mon. through Fri. 


6:15 p.m. • 11:10 p.m. 
Mon. through Fri. 




11:15 p. m. 

Mon. through Fri. 

Plus all the 
great ones 
from ^3 ! 

Represented nationally by Blair TV 

SPONSOR/ 15 October 1962 

6 J 



Search ends for Cutest Little Squirt 

WKBW, Buffalo, had a lively climax at a local family inn for its colorful Little 
Squirt Pageant, sponsored by Squirt Bottling Co. On hand were d.j. Dan Neaber- 
eth and Miss Binnie of Romper Room to fete winner two-year-old Mark Munzert 

The Third Dimension 

George Arkedis (1) CBS Radio v. p., 
discusses sales presentation with Wil- 
liam A. Schroeder (c), Best Foods 
exec, v.p., and adv. v. p. Albert Brown 


Check construction progress 

Mark L. Wodlinger (1), v.p. and gen. 
mgr. of WIIM-TV, Grand Rapids, 
checks with chief engr. Dale Wolters 
on progress of tower for new station 

New Frontiers in Pittsburgh 

WTAE's Frances Smith perches on 
Indian pinto, part of traveling team 
in Pittsburgh, to tell viewers "Wagon 
Train" is now shown on the station 


The charge that the creative tal- 
ents of agencies are not being uti- 
lized in the development of radio 
and tv programing was leveled by 
Edward H. Weiss last week. 

In an address before the Broad- 
cast Advertising Club of Chicago. 
Weiss cited such agency-created 
programs as the Purex Specials for 
Women and urged that more agen- 
cy talent be put to work in the pro- 
gram area. 

Leonard Levin, president of Chi- 
cagos Alberto-Culver will be the 
guest speaker for the 13 November 
meeting of BAC. 

Appointments: Johnson & Johnson 
to Cummins MacFail & Nutry for 
a major new product . . . Philips 
Roxand Laboratories to Robert A. 
Becker for a new product . . . Air 
Force Recruiting Advertising for 
fiscal 1963 to MacManus, John & 
Adams, New York . . . Schine Ho- 
tels to Grant Advertising . . . John- 
ny Londoff Chevrolet Co., Floris- 
sant, Mo. to Richard C. Lynch Ad- 
vertising . . . E. J. Korvette Depart- 
ment Stores to Metlis & Lebow for 
the Shop-At-Home Department . . . 
KTVT, Dallas-Ft. Worth, to Jack 
T. Holmes & Associates . . . Metre- 
cal to Kenyon & Eckhardt Do 

New quarters: With the recent ac- 
quisition of all space on the 23rd 
floor of the Merchandise Mart, the 
Chicago headquarters office of 
Clinton E. Frank has all of its de- 
partments together within the top 
three floors of the Tower of the 
city's famed business landmark. 

Top brass: W. R. Hillenbrand 

leaves his post of executive vice 
president and director of Lambert 
& Feasley to join JWT as a man- 
agement supervisor. 

New v.p.'s: William H. Weber at 
Richard C. Lynch, St. Louis . . . 
Robert H. Blend at Mogul Wil- 
liams & Saylor . . . Jay B. Beneman 
and Lester J. Harmon at Werman 
& Schorr, Philadelphia . . . Daniel 
E. Welch at Foote, Cone & Belding, 



SPONSOR/ 15 October 196S 

F. Renton to television coordina- 
tor on the Corn Products account 
at Lennen & Newell, a new posl 
. . . John E. Woods to account ex- 
ecutive on the Lestoil account at 
Fuller & Smith & Ross . . . Charles 
Schiappacasse to copywriter at 
Needham, Louis k Brorby . . . 
Frederic D. Bell to the copy de- 
partment, James J. Egan to time 
buyer at N. W. Aver . . . Ted 
Pearson to media director of Comp- 
ton, San Francisco . . . John E. 
Rowan to the creative department 
of Street & Finney, to work on 
Colgate-Palmolive . . . Francis P. 
Delaney and Dorothy Shahinian to 
associate media directors and Lu- 
cille Giorelli and Mary Meahan to 
media buyers at Fuller 8c Smith 8c 
Ross, New York . . . Sylvia Sim- 
mons to assistant to Edward L. 
Bond, Jr., executive vice president 
and general manager of Young 8c 
Rubicam ... Si Bloom to the radio 
and tv staff of Fuller 8c Smith 8c 
Ross, Pittsburgh . . . Tom Scott to 
account executive at Smock, Deb- 
nam Sc Waddell, Los Angeles . . . 
Betsy Brown, Vivian Koenigsberg 
and Peter Greeman, copy group 
heads at Norman, Craig 8c Kum- 
mel, to assistant vice presidents 
. . . Richard C. Larko and Stuart 
Shryer to merchandising super- 
visors at Foote, Cone 8c Belding, 
Chicago . . . Robert P. Leonhard 
to supervisor and Walter H. Zip- 
pier to account executive at Y&R, 

Retirement: Ward H. Olmsted as 

an officer of MacManus, John 8c 
Adams, effective 31 December. 
He'll be replaced by William B. 
Everson, vice president, as man- 
ager of the Twin Cities office. 


Campaigns: J. P. Stevens & Co. in- 
troduces its new men's wool-worsted 
suits and slacks created from a new 
fabric, with double runs of a 30- 
minute documentary called "Uni- 
verse" on tv stations in New York, 
Chicago, and Detroit. Agency is 
Fletcher, Richards, Calkins & 
Holden . . . Max Factor will sched- 
ule one of the most comprehensive 
promotional campaigns in its his- 
tory to introduce "Fine Line Lip- 
stick." Scheduled to break early 

Six pretty sponsors say happy birthday 

The Rheingold girls gathered in Boston to help WBZ general manager Paul G. 
O'Friel celebrate the radio station's list birthday. Alter the ceremony, the cake 
was shared with children from the New England Home for Little Wanderers 

Unveils new facilities 

Discussing WSIX, Nashville, expansion 
into stereo broadcasting (1-r): PGW 
a.e. Vic Piano, station pres. Louis Drau- 
ghon, former Tennessee Gov. Frank 
Clement, station manager Paid Ruble 

CBS newsmen gather 

A breakfast meeting of CBS newsmen 

at Nat'l. Radio-Tv News Directors Assn. 

((inference brought together (1-r): 
Bill Leonard. Jules Dundes, Walter 
Cronkite, Don Mozlev, Blair Clark 

. . . 

Congratulations to future broadcaster 

Marvland-D. C. Broadcasters Assn. awarded $500 schol 
L-r: Dr. George F. Batka (Md. U.): Ralph Phillips ( 
Shumate (winner): Virginia Pate (WASA, Havre De 

arship to U. of Md. student. 

WFBR, Baltimore): Roland 

Grace), assm's aduc. chnin. 

SPONSOR/ 15 October 1962 


All about time... 
in 12 hours 

Involved in time buying? 

"oadcast sales? Traffic? "W 

■ a rep, network, agency o 
Chances are you've got problems. We've got answers— in the 1962-'( 
Time Buying and Selling Seminar. The new TB & SS is ''all about time." 
It's a one-of-its-kind, 12-hour course in the business side of broadcasting, designed 
to help make your work easier and provide the know-how that can mean faster advancement. 
<I Curriculum : Covers everything from the basics to the nuances of time buying and selling. 
Sessions: Eight. 5:30 to 7:00 p.m., every Tuesday starting October 30. Instructors: Indus- 
try executives representing advertiser, rep, agency and network operations. 9 Enrollment 
is limited to 75. So use the coupon below today to reserve your place. (The check you send is 
tax-deductible. But then it's probably also a step toward a higher tax bracket.) <3! If you 
prefer to first see a program listing the Seminar subjects, call Claude Barrere, International 
Radio and Television Society, PL 8-2450. 

Enroll me Immediately In the 1962-63 IRTS Time Buying and Selling Seminar (Fee: $13) 

Check enclosed Q 
Please bill me [] 




64 SPONSOR/ 15 October 1962 

November, the campaign will get 
support from network and spot tv. 


Albert M. Coleman to vice presi- 
dent — sales, Albert G. Hodor to 

vice president — product manage- 
ment, and James A. Dodge to vice 
president — marketing services of 
Pet Milk Company, St. Louis. 


Val Linder, program director of 
WCCO, Minneapolis-St. Paul, told 
Minnesota broadcasters they have 
the choice of being "a wireless 
juke box or a full-size radio sta- 

Addressing the Minnesota Broad- 
casters Assn., Linder advocated 
"full-size, complete radio program- 
ing" and challenged his audience 
to "use the full dimension of mod- 
ern radio, taking advantage of the 
limitless mobility of receivers and 

The IRTS is borrowing a line 
from the trading stamp people to 
promote its Christmas party. 

The gimmick: all those buying 
three book of tickets for the big 
prize giveaway, by 15 October, get 
one book of tickets free. 

Proceeds of the party go to the 
Veteran's Hospital Radio and Tel- 
evision Guild. 

Kudos: Robert Hyland, president 
of the St. Louis Ad Club, has 
named 42 eivic and business lead- 
ers as "V.I. P. Program Chairman," 
each for a single meeting of the 
1962-63 season. 

Tv Stations 

U. S. tv viewing set all-time rec- 
ords this past summer, according 
to TvB. 

The average tv home spent four 
hours and 20 minutes per day 
watching tv during the June-Au- 
gust period, topping 1961's four 
hours and 1 7 minutes. 

Network tv billings also hit an 
all-time summer high, reaching 
$192,357,400 and network c-p-m de- 
clined to $2.30. 

The estimate on spot tv billings, 
still being compiled, is that the 
medium will also reach new highs. 

The tv station salesman has had 
to assume the function of the ad 
agency in working with local re- 

Howard P. Abrahams, local sales 
vice president of TvB said this has 
happened by default, because 
agencies get no commission from 
local newspaper advertising and 
thus are not interested in local 

Abrahams pointed out the often 
ignored fact that, despite the 
above, television is commissionable 
and affords agencies an opportu- 
nity for increased earnings. 

KTVU, San Francisco-Oakland, is 
involved in a cultural exchange all 
its own. 

The station has set up "sister" 
relationships with Fukuoka and 
Osaka and sent a unit to Japan to 
film the way of life in the two 
cities. KTVU has prepared, in ex- 
change, a half-hour film of life in 

Ideas at work: 

• The publicity department of 
WTHI, Terre Haute, has estab- 
lished a speakers Bureau available 
to clubs and organizations in the 
area free of charge. Several speech 
topics are available in tv and radio 
and special lectures will be de- 
signed on three weeks notice. 

• KSL-TV, Salt Lake City, set 
out to prove that, compared to 
other media tv is not over-com- 
mercialized, as often charged. The 
station measured and marked the 
total amount of space in a local 
newspaper devoted to advertising 
and found, in one issue, that it 
amounted to 69.1%. KSL-TV's 
total broadcast day on that date 
contained only 17.5% of commer- 
cial time. 


H. Burgess to vice president of 
Crosley Broadcasting and general 
manager of WLWT, Cincinnati 
. . . Ted Froming to chief engineer 
at KEYT, Santa Barbara . . . Mar- 
vin Shapiro to account executive 
for WABC-TV. New York . . . 
Charles Kelly, station manager of 
WCKT, Miami, to vice president 
of Biscayne Television Corp. . . . 
Tony Arnone returns to KHJ-TV, 

Los Angeles, as director of public 
relations and exploitation . . . Shel- 
don Fisher to publicity directoi 
for the WTHI stations, Terre 
Haute . . . C. George Henderson 
to vice president and general man 
ager of WSOC-TV, Charlotte, re- 
placing Larry Walker. 

Kudos: Franklin C. Snyder, gen- 
eral manager of WTAE, has been 
elected to the Board of Directors 
of the Pittsburgh Symphony So- 
ciety . . . Carl J. Meyers, vice 
president and manager of engi- 
neering and operations at WGN, 
Inc., Chicago, was honored at a 
surprise luncheon by the staff for 
his 38 years with the company and 
his contribution to the industry 
during 50 years in the field. 

Radio Stations 

John M. Couric, manager of pub- 
lic relations for the NAB, urged 
the nation's motel and hotel op- 
erators to furnish radio receivers 
in all their rooms as one of their 
hospitality services. 

Making the pitch to the Eastern 
States Motel-Hotel & Restaurant 
Show in West Springfield, Mass., 
Couric pointed out that radio is 
becoming increasingly attuned to 
the automobile audience and is the 
best medium for furnishing up-to- 
the-minute weather, traffic and 
other tourist information. 

Ideas at work: 

• Write 100 Words and Win a 
Jalopy were magic words in Jack- 
sonville for more than 2,200 boys 
and girls in the WAPE area, part 
of a U. S. Department of Labor 
Stay-in-School campaign. 

• KFJZ, Fort Worth, served as 
the exclusive advertising outlet for 
the old-fashioned country fair, a 
city tradition. The station this 
year originated the "Swap Day" 
format of the event. 

• Local talent was uncovered by 
WGMS, Washington, D. C. dur- 
ing the "Cover Contest" open to 
the thousands of subscribers to the 
station's program magazine. The 
station has bought some of the art 
work submitted. 

• WHDH, Boston, is involved 
in an extensive promotion which 

SPONSOR/ 15 October 1962 


kicked off last month with dinner 
and fireworks. Theme is "Boston 
Wonderful Town; WHDH Won- 
derful Radio." 

• "Theatre Workship," a series 
of locally-produced dramatic radio 
programs presented in cooperation 
with area colleges and universities, 
begins on KMOX, St. Louis, on 
28 October. The project will be 
the first broadcast drama series in 
St. Louis in over a decade. 

• WKMI, Kalamazoo, has made 
the hit parade. A new record in- 
troduced by the station called 
"Kalamazoo, My Home Town," 
and used as a promotion vehicle 
for both station and town, has 
grown to a number one hit in the 
juke boxes. Lyrics are by Howard 
Steere, general manager and own- 
er of WKMI. 

• WIBG, Philadelphia, staged a 
24-hour Hometown Spectacular 
A\ r ith over 80 artists in the popular 
music field who are "home town" 
products being featured. 

Financial report: KNX, Los An- 
geles hit a high the week of 24 

September, with total billings in 
excess of $125,000. 

New subscribers: WABB, Mobile, 
and WBVP, Beaver Falls, have 
signed for the Radio Press Inter- 
national service. 

Sports notes: General Cigar has 
renewed for Corina co-sponsorship 
of the Chicago White Sox broad- 
casts on WCFL, Chicago . . . Base- 
ball talk will fill the air in Pitts- 
burgh during the national past- 
time's off-season Sunday afternoons 
on KDKA. Knights Life Insur- 
ance Co. (Sykes) has renewed the 
"Joe L. Brown Show" featuring 
the general manager of the Pitts- 
burgh Pirates and KDKA sports 
director Tom Bender . . . WERE, 
Cleveland, is broadcasting this 
season's Ohio State football games. 


Asch to special projects director 
in the program department of 
WNEW, New York ... Lee Sav- 
age to account executive at WINZ, 
Miami Beach . . . Barbara A. Mili- 

tello to assistant director of public 
relations for WMCA, New York 
. . . James Keough to director of 
merchandising for the Knight 
Quality Stations in New England 
. . . Kenneth L. Ross to account 
executive at KSDO, San Diego . . . 
James J. Kilian to the sales staff 
at WCAO, Baltimore . . . Bill 
Ellis, formerly of WSNW, S. C, 
to vice president of the Central 
Savannah Area Broadcasting Corp. 
. . . Robinson B. Brown to assist- 
ant program director of WCCO, 
Minneapolis-St. Paul . . . Duncan 
Mounsey to vice president and 
general manager of Rand Broad- 
casting of Tampa and Martin Ross 
to assistant manager. 

Kudos: Bob Van Camp of WSB 

has been named board chairman 
for the Atlanta Pops Orchestra's 
1962-63 season. He's music direc- 
tor and announcer at the station 
. . . WBBF, Rochester, received the 
U. S. Army certificate of apprecia- 
tion for recruiting assistance given 
by the station over the past four 

Newsmakers in tv/radio advertising 

John T. Murphy has been elected 
executive vice president of Cros- 
ley Broadcasting. He joined the 
company in 1949 as general man- 
ager of WLWD, Dayton. In re- 
cent years he's served as a vice 
president in charge of tv. Mur- 
phy's experience in the industry 
goes back for many years, includ- 
ing service with NBC prior to 

Tom E. Paro has taken over as 
station manager for WRC-TV, 
Washington, D.C. He's been with 
the station as director of sales 
since 1960. He started in the 
sales promotion department of 
Mutual Broadcasting, moving to 
network radio sales in 1950. After 
the Korean War he rejoined the 
company, and in 1955 he joined 
NBC TV Spot Sales. 

Robert M. Dooley, newly-named 
general manager of WNHC, New 
Haven, has been a senior account 
executive in CBS Radio Spot 
Sales. His other posts: sales de- 
velopment manager of special 
projects at CBS Radio Spot Sales; 
general sales manager of Blair- 
Tv; general sales manager of 
WOW-TV and radio, and gen- 
eral sales mgr. of KFAB, Omaha. 

Gene Litt started last week as 
general sales manager of WCAU, 
Philadelphia. He's been an ac- 
count executive with CBS Radio 
Spot Sales in New York since 
July 1955. Previously Litt was 
with another national rep firm, 
and was a timebuyer with Ken- 
yon &: Eckhardt and Newell-Em- 
mett. He started out with the 
Biow Company. 

SPONSOR/15 October 1962 



The San Francisco Bay Area FM 
Broadcasters Assn. has elected new 

President is Pat Henry of KJAZ. 
Newly-elected secretary-treasurer is 
|ames Gabbert of KPEN. 

Current projects for the Assn. 
include an all-industry Pulse sur- 
vey for the Bay Area to be taken 
in the near future, and special fm 
promotions for both agencies and 

KMBC (FM), Kansas City, began 
broadcasting 7 October. 

Music will be in the modern 

Sales: WUFM, Utica, signed Mo- 
hawk Airlines and Goodyear for 

co-sponsorship of the Boston Sym- 
phony concert series for 13 weeks. 


New affiliates: WFMM, Baltimore's 
only independent fm station, has 
joined the QXR fm network . . . 
WBRC, Birmingham, has become 
an affiliate of the Mutual Broad- 
casting System. 


Stephenson, director of business 
affairs for the NBC Radio Net- 
work since 1959, has been elected 
the first woman vice president in 
the history of NBC. Her post is vice 
president, administration, NBC 

Kudos: CBS Radio president Ar- 
thur Hull Hayes revealed an un- 
known talent when he won the 
"Delta Citation" from Rockwell 
Manufacturing for exceptional pro- 
ficiency and competence in the 
home workshop field . . . James C. 
Hagerty, ABC vice president in 
charge of news, special events and 
public affairs, will receive the an- 
nual award in the field of broad- 
cast news at the 1962 Achievement 
Awards banquet of the University 
of Southern California School of 
Journalism Alumni Assn. . . . For 
a "distinguished record of serving 
the nation with news and infor- 
mation," CBS received the 1962 
Citation of Merit of the American 
Society of Journalism School Ad- 

J. A. Lucas Company has launched 
two California radio selling groups. 

One, Jalco/No-Cal includes: 
KDAN, Eureka, KONG, Visalia- 
Tulare, KTOB, Petaluma, KQMS, 
Redding. KAGR-Yuba City, KPER, 
Gilroy-Hollister, K1BS, Bishop. 

Jalco/So-Cal includes: KGEE, 
Bakersfield, KBUC, Corona-River- 
side, KSMJ, Palm Springs, KKAR, 
Pomona, KGUD, Santa Barbara, 
KRCK, Ridgecrest. 

Both groups offer a one-contract, 
one-billings buy and are repped 
nationally by Lucas. 

Appointments: KEWB, San Fran- 
cisco, to H-R Representatives . . . 
WSJA-TV, Binghamton, to Pear- 
son National Representatives . . . 
WVOX, New Rochelle, to Mort 
Bassett . . . Trinidad and Tobago 
Television to Intercontinental 
Services, Ltd. 


P. Copsey to account executive in 
the San Francisco office of NBC 
Radio Spot Sales . . . Robert E. 
Kerrigan to tv account executive 
in the New York office of Peters, 
Griffin, Woodward. 

Kudos: Al Carrell was elected to 
the Board of Directors of Robert 
E. Eastman. Carrell is manager of 
the Dallas office. 


Westinghouse Broadcasting's "Leg- 
acy of Light," a tv series relating 
classic fiction to the Ten Com- 
mandments, debuted last week. 

Produced by WBC in association 
with the Union of American He- 
brew Congregations, the 10 video 
tape productions are part of a con- 
tinuing WBC project in the area 
of religious programing. 

Sales: Storer Programs, Inc. has 
sold "Divorce Court" in 56 mar- 
kets to date . . . Within 48 hours 
of its release, MCA-TV's newest 
off-network half hour, "Bachelor 
Father*' sold to six stations. They 
are: KNBC-TV, New York; KRCA, 
Los Angeles; WANE-TV, Ft. 
Wayne; WMAL-TV, Washington, 
D. C; WBRE-TV, Wilkes Barre; 
and WNBQ, Chicago. 

New properties: A half-houi tv 
film documentary about Sonny 
Liston. new heavyweight boxing 
champion ol the world, has been 
produced b) East End Productions. 
Ii contains never-before-seen foot- 
age on Liston's controversial past 
. . . Association Telefilms is offer- 
ing a package of space and related 
films. Prints are available on a free- 
loan basis . . . Official Films will 
release, in December, a 80-minute 
tv actuality special called "The 
Marilyn Monroe Story," produced 
by Art Lieberman . . . MGM-TV 
has purchased the lights to the 
Sheperd Mead book, "The Foui 
Window Gill, or How to Make 
More Money than Men," to be pro 
duced In Norman Felton as a new 
half-hour comedy series . . . Seven 
Arts continues to diversify, into 
production of new tv programing 
by producing "The World's Ama- 
teur Boxing Championships," a 
series of half-hour programs super- 
vised by the Amateur Athletic 
Union of the U. S. 


Shirley Hartman to administrative 
head of Animation, Inc. studio . . . 
Lew Grade, deputy managing di- 
rector of Associated Television 
Ltd., to managing director. 

Obit: Henry J. Zittau, 70, senior 
vice president and treasurer of 
United Artists Associated, died 5 
October after a brief illness. 

Public Service 

Several New York City tv stations 
are donating time for a public 
service campaign against venereal 

The spots. 20- and 10-seconds, 
were prepared for the New York 
City Department of Health by 
Grey Advertising. The Depart- 
ment queried the stations, which 
agreed to accept the spots if they 
were done tastefully. 

Participating stations are WCBS- 
WNEW-TV, and WUHN, the 
city's uhf < hannel. 

Medical shows on Chicago radio 
continue to proliferate, with the 
latest entry coming from WBBM. 

Entitled "Doctor's House Call," 

SPONSOR/15 October 1962 


the new show presents authorita- 
tive information for laymen on a 
wide variety of medical subjects. 
It's produced in cooperation with 
the AMA. 

Like the tv networks, all major 
radio stations in Chicago now have 
shows of this variety. 

Public service in action: 

• WNBC-TV, New York, and 
Xew York U. are presenting "Sci- 
ence Age." a new weekly series of- 
fering scientific information in lay 
language to junior high school and 
high school students. 

• In cooperation with the Unit- 
ed Churches of Lackawanna Coun- 
ty. WEJL, Scranton, recently re- 
corded a series of prayers by 12 
area ministers for use at sign-on 
and sign-off each day. 

• WWDC, Washington, D. C, 
starts 17 October with a series of 
face-to-face debates between prin- 
cipal candidates for office in the 
upcoming election. Other news 
from the station: during the entire 
month of October WWDC is using 
its Satellite Studio on wheels to 
broadcast live from shopping cen- 
ters on behalf of the United Givers 
Fund campaign. 

• There's a new policy of sched- 
uling public affairs shows during 
peak daytime hours at WINS, 
New York. A 30-part program, 
"Around the World," with Mike 
Wallace, will be integrated into 
the full range of programs on a 
rotating basis seven days a week. 
All station personalities will take 
part in the effort, introducing the 
show during his regular broadcast 

• WABC, New York, in an ef- 
fort to recruit new policemen, is 
playing tapes of its own personal- 
ities taking the New York City's 
patrolman's pistol test. Listeners 
will attempt to guess the scores 
with the station putting up a dol- 
lar for every point scored. The 
contest spot is combined with a 
transcribed police recruiting spot. 

Kudos: Special notice is due tv and 
radio newsmen who, with their 
print media counterparts, braved 
personal physical dangers to report 
the rioting at the University of 
Mississippi . . . WMCA, New York, 
was awarded a meritorious public 

service citation by The Federation 
of The Handicapped for outstand- 
ing leadership in the field of radio 
broadcasting. The Federation cred- 
ited the station with from one- 
third to one-half of its vocational 
replacements for the handicapped. 

Rating success: "Profile: Detroit 
Police Department," an hour-long 
local public affairs program pre- 
sented in prime time by WWJ- 
TV outrated its network compe- 
tition, according to a special ARB 
report. The 26 September show 
got an 18 rating, compared to a 
16 by its closest runner-up. 


Two reports from industry leaders 
this past week indicate good pros- 
pects for the tv manufacturing in- 
dustry's future. 

Ward Quaal, executive vice pres- 
ident and general manager of 
WGN, Chicago, told a meeting of 
the Indiana Broadcasters that black 
and white tv transmission will be 
virtually a thing of the past with- 
in the next 10 years, with even 
portable sets available in color in 
the near future. 

In a talk before the Business 
Conditions Clinic of the Illinois 
State Chamber of Commerce, 
Leonard C. Truesdell, president of 
Zenith, said that tv unit sales for 
1962 will be better than any of 
the past six years. 

Radio sales, predicted Truesdell, 
will also hit heights. 

Financial report: RCA reported 
profits for the first nine months 
rose 44% to $34,300,000 from $23,- 
800,000 in the first three quarters 
of 1961. This was achieved on 
record sales of $1,265,500,000, up 
16% from the $1,090,100,000 in 
the comparable period a year ago. 
Earnings per common share were 
SI. 88 for the initial nine months 
of 1962, compared with $1.29 last 

Kudos: Harry C. Dolan, market- 
ing manager of Microlab, has been 
elected a vice president and direc- 
tor of Electronic Sales Marketing 
Assn., a group of sales and market- 
ing executives formed 18 months 
ago to advance the stature of the 
electronic sales management pro- 

Station Transactions 

Not due on the air until Novem- 
ber, the new tv station in Grand 
Rapids-Kalamazoo has already un- 
dergone a call-letter change. 

Previously referred to as WIIM- 
TV, the station is now WZZM-TV. 

The voluntary change was made 
after the station learned that 
W JIM-TV, Lansing, has protested 
to the FCC the use of the WIIM- 
TV call letters as a "cause of view- 
er confusion." ^ 

we give f acts 

a thorough airing 

Media transactions present a risk as well as an opportunity 
to both buyer and seller. But the risks are considerably 
narrowed when all of the facts are available through our 
penetrating knowledge of the ever-changing market. 

BLACKBURN & Company, Inc. 



James W. Blackburn 
lack V. Harvey 
Joseph M. Sitrick 
RCA Building 
FEderal 3-9270 

H. W. Cassill 
William B. Ryan 
Hub Jackson 
333 N. Michigan Ave. 
Chicago, Illinois 
Financial S-frWC 


Clifford B. Marshall 
Stanley Wfcitaker 
lohn C. Williams 
Gerard F. Hurley 
1102 Healer BMg. 
lAcksoo 5-157* 

Bc-VEftir HIUS 

Colin M. Selptt 
C. Bennett Larson 
Bank of America BMf. 
9465 Wilshire Blvd. 
Beverly Hills, Calif 
CRestview 4-8151 


SPONSOR/ 15 October 1962 


By Tony Wainwright 


N. W. Ayer & Son 


How good are your commercials? 

Even in the marvelous age of 
mechanization, women have 
plenty to keep them busy around 
their homes. They make the beds, 
dust and vacuum, feed the little 
ones, and peck away at a dozen 
odd jobs. Often, their television 
sets are on. 

The sets are in use, but are they 
being watched? 

Too many daytime commercials 
are concerned with video tech- 
nique, rather than examining the 
effectiveness of their word-stories. 
Today, daytime programs (and 
even evening fare) are being used 
as a form of radio, with occasional 
glances at the pictures. 

Something is needed to "hook" 
the viewer. Whatever the device, 
a jingle, an immediately-recogniz- 
able theme, or a familiar copy line, 
the hard fact is that today's "wan- 
dering viewer" must be intrigued 
into spending a minute with the 
sponsor's story. 

If too much emphasis is placed 
on video, intricate matting, and 
involved design panels, the viewer 
may never get it. Home television 
reception isn't ideal and the com- 
mercial picture may be quite dif- 

ferent from the one seen in an 
agency screening room. 

It seems as though the odds are 
stacked against successful recep- 
tion of commercials, but many 
problem areas are overcome every 
day by successful examples. 

Too many commercials try to 
sa\ too much. One minute is 
plenty brief, so you must hit fast 
and hard. A viewer won't remem- 
ber everything, but he may recall 
a single idea repeated enough 
times. This idea can be handled 
in different ways: by copy, or the 
use of music, or the visual expres- 
sion of a symbol. Marlboro does 
all three, gently, without scream- 
ing, and yet the viewer is left with 
the feeling that "you get a lot to 
like in a Marlboro." Anacin also 
uses the "unique selling proposi- 
tion*' dwelling on a single copy 

The cold fact is that people are 
no longer hypnotized by their set. 
Its glow may light up a corner of 
the room, but its programs are 
watched intermittently. The view- 
er has conditioned himself to doing 
other things at the same time. Let- 
ters are written during Cheyenne; 

Tony Wainwright, currently copy- 
writer for Illinois Bell Telephone 
at N. W. Ayer 6" Son, Chicago, has 
also -worked in the creative depart- 
ments of Leo Burnett and Mc- 
Cann-Erickson agencies. In this 
article, he states 10 rules for cre- 
ating good television copy, explain- 
ing how their use will best provoke 
a response in the viewer, and over- 
come household competition. 

newspapers are skimmed while 
Huntle) and Brinkley talk to each 
other; Mom does her nails and 
Dad shines his shoes right smack 
in the middle of a Dick Powell ad- 
vent me. Clients and accounl men 
shiver at this thought, and with 
reason. Even buying a high-rated 
time slot doesn't insure a buying 
audience, not if the commercials 
don't do their end of the job. How 
many top programs haven't sold 
i heir products? Maybe the show 
was wrong for the individual prod- 
uct but, likely, the commercials 
weren't strong enough to hold their 
audience— even for one minute. 

Let's examine a checklist for im- 
proving the commercial message: 

1. Make it brief. Confine your 
message to one or two copy points. 

2. Repeat your message. Make 
sure the viewer gets it. 

:>. Study your audience before 
searching for approaches. Use 
words and pictures that will alert 
and captivate. Your non-broad- 
cast competition is formidable. 

I. Examine uncomplicated sym- 
bols. Will they help your stoi \ ? 

5. Think of music and jingles. 
A familiar tune will often do the 
work ol many words with a lot less 
strain on the viewer. Remember, 
make it as easy as possible for your 

i). Make sure your pictures are 
clear. Don't load-up on tricky ef- 
fects that require perfect reception. 

7. Does your commercial tell its 
product story? Don't be arty for 
the joy of being creative. Your 
job is to sell, not to win awards. 

S. Look for different ways to 
tell an old story. The viewer ap- 
preciates something new. It will 
grab his attention — and that's hall 
the battle. 

!>. Wear a do/en different hats 
when constructing a commercial. 
lie a writer, a researcher, an ac- 
count man. your client and the 
consumer. The latter is most im- 
portant. A writer who isn't inter- 
ested in people can't be good. 

in. And finally, appraise othei 
commercials. \Vh\ ate so few out- 
standing? What makes them good? 

Commercials are the heart ami 
mils o| the television business, and 
from top management on down. 
they deserve more skilled atten- 
tion. ^ 

SPONSOR/ 15 October 1962 


Why it pays 

to advertise your station 

in a broadcast booh 


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 

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

a service of 



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

Some important buying was clone in Chicago last week, with the 
biggest surprise in spot tv centered on Miles Laboratories (Wade). 

1 he account is buying adjacencies to teen-age appeal shows a la 
American Bandstand and high school sports reports. 

The surprise element: about ;t month ago, Wade asked around among 
i he reps about the possibility of such adjacencies, and the buy was made 
on the basis of those verbal submissions. 

Product involved is One-A-Day Vitamins." 

Chun King is the cause of glad tidings in spot radio circles. 

A buy, out of Campbell-Mithun, Minneapolis for 33 markets (Blair 
group plan) gets rolling today for four weeks. The complete canned 
line of chinese foods will be promoted. 

Chun King's re-entry into radio is a hopeful sign for the medium, with 
indications that the account may go even heavier, extending this buy 
and adding markets. 

Ben Leighton is the buyer. 

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


Grove Laboratories is putting out feelers for daytime and fringe minutes 
and 10's. Campaign is for l-Waj Nasal Spray. Schedules will start 5 
November and run for eight weeks. The agency: Donahue & Coe. Buyer: 
Joe Barker. 

Thomas J. Lipton is buying for its Golden Ladle Spaghetti Sauce. The 
request is for day and fringe minutes to run from 21 October to 10 
November and from 25 November to 15 December. Agency: SSC&B. 
Buyer: Chuck Woodruff. 

Old London Foods is aiming primarily at a women's audience but also 
wants kid time for its upcoming campaign. The search is for minutes 
and 20's to start 22 October and continue for eight to 10 weeks. Agency: 
Richard K. Manoff. The buyer is Len Ziegel. 

Mogen David Wines is back in spot tv this season, after an absence of a 
few years. Its re-entry, based on successful experimental runs in six. or 
seven markets last year, begins this week in an extensive list of markets, 
using nighttime minutes and 20s. Agency: Edward H. Weiss. Buyer: 
Bruce Galler. 

Schlitz is buying I.D.'s only in about 25 major markets for a four-week 
run, two weeks in October and two weeks in November. Agenc) is Leo 
Burnett and the buyers are Don Love and Mike Myles. 

Eastman Kodak kicks off on 25 November with minutes and lid's in San 
Francisco, Detroit, and Chicago. The campaign will continue until 2 
December. The agency is ]. Walter Thompson and Joan Ashley is the 


edition off 
the press! 




. . just about every 
'phone number you need 
in these five big cities 
is in SPONSOR'S 

Networks, groups, reps, agencies, 
advertisers. Film, tape, music and 
news services. Research and promo- 
tion. Trade associations (and even 
trade publications). 

All in the convenient pocket-size, 
for only $.50 per copy; 10 copies, $.35 
each; 50 copies, $.25 each. 


555 Fifth Avenue, N. Y. 17 

SPONSOR, 15 October 1962 



President and Publisher 
Norman R. Glenn 

Executive Vice President 
Bernard Piatt 

Elaine Couper Glenn 



John E. McMillin 
News Editor 
Ben Bodec 
Managing Editor 
Mary Lou Ponsell 

Senior Editor 
Jo Ranson 

Chicago Manager 
Gwen Smart 
Assistant News Editor 
Heyward Ehrlich 

Associate Editors 

Mrs. Ruth S. Frank 
Jane Pollak 
William J. McCuttie 
Barbara Love 
Art Editor 
Maury Kurtz 
Production Editor 
Mrs. • Lenore Roland 

Editorial Research 

Cathy Spencer 

Special Projects Editor 
Davia Wisely 


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 
Leonlce K. Mertz 
Sales Service Secretary 
Bette Solomon 


Jack Rayman 

John J. Kelly 
Mrs. Lydia Martinez 
Sandra Abramowitz 
Mrs. Lillian Berkof 


Business Manager 
C. H. Barrie 
Assistant to the Publisher 
Charles Nash 

Mrs. Syd Guttman 
Reader Service 
Dorothy Van Leuven 
General Services 
George Becker 
Madeline Camarda 
Michael Crocco 
Rose Alexander 




Remington Shavers is looking for prime 20's for a campaign to start 12 
November and continue for six weeks. The buying's being done out of 
Young & Rubicam by Gary Bell. 

Fisher Body division of General Motors is now involved in a ^pot cam- 
paign in about 20 markets to run through early December. The drive 
is to boost introduction of new GM cars. Kudner is the agency and 
Maria Carayas the buyer. 

Warner Lambert is buying now for a 5 November kick off. The product 
involved is Centrex Cough Tablets, handled by Ted Bates. The request 
is for nighttime minutes with an adult audience and the campaign is 
scheduled for 24 weeks. The buyer at Bates is Chet Flaybaugh. 

Candygram Co. will promote the idea of sending candy by wire with spot 
tv. Launch date is 14 November and schedules will run for seven weeks. 
Time segments: minutes Wednesday through Sunday only. Art Fischer 
is the buyer at Cole Fischer Rogow. 

Charles Gulden Mustard is going into several selected markets on 5 
November with schedules of night and day I.D.'s. The buy is out of 
Richard K. Manoff and Len Ziegel is the contract. 

Chock Full O'Nuts starts today, 15 October, with minutes, chainbreaks 
and I.D.'s in both prime and fringe time. Schedules will run from four- 
six weeks, depending on the market. Agency: Peerless Advertising. 
Buyer: Joyce Lane. 

R. J. Reynolds will promote various products starting next week, 22 
October. Schedules of minutes, chain breaks and I.D.'s, prime and fringe, 
will continue for eight weeks. Agency is William Esty. Buver: John 


Contadina Foods kicks off today, 15 October, with schedules on 61 sta- 
tions in 31 cities. Campaign is on behalf of Tomato Paste and will again 
center on the Stan Freberg jingle "eight great tomatoes in the little bitty 
can." Schedules will run for eight weeks and will be repeated in March 
and April. Agency: Cunningham & Walsh, San Francisco. 

Mentholatum Deep Heating Rub starts today, 15 October, a campaign 
to get its message across to a mature, adult audience. An estimated 50 
markets are involved in the buy. Minutes and 30's are being used dur- 
ing drive-time and mid-day periods. The push is scheduled to run 20 
weeks, through the so-called cold season. Agency is J. Walter Thompson. 

Colgate Palmolive has a test campaign going in three markets for its 
Fab detergent. Minutes are being used throughout the campaign which 
is scheduled to run for 18 weeks. Starting date was 4 October and sched- 
ules will continue until 22 December. After that the flight will take a 
holiday hiatus, and the campaign will pick up again 1 January and run 
until 16 February. The agency is Ted Bates. Jack Flynn is doing the 


SPONSOR/ 15 October 1962 

■ "Charlotte's WSOC-TV... 

provides carousel ride to 300% increase 
in toy sales" -Wilton Damon 

Advertisers with a stake in young America can bank on this-nowhere 
in the Carolinas will you tind children's program strength to match 
that of WSOC-TV. This better television fare for small fry complements 
the over-all program structure that is producing big sales successes 
for channel 9 advertisers throughout the Carolinas. Schedule WSOC-TV 
-one of the great area stations of the nation. 


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 



Down to earth facts: Cleveland is the only market in the nation's top 15 with a TV 
field all to itself. It's exclusive. No perimeter stations take a bite out of its TV audi- 
ence. That's why WJW-TV gives you more sales impressions per dollar. ■ Compared 
to the top 15 markets, Cleveland's WJW-TV delivers up to twice the spot audience 
on a CPMH basis. On prime evening shows, WJW-TV's CPMH per commercial minute 
is Vi to V-j less than the national average. ■ WJW-TV Cleveland reaches 92% of the 
TV homes in the heavily populated, 18-county area of Northeastern Ohio— a market 
with 6.4 billion dollar annual retail sales. For the best buy in the TV sky, call your 
Storer Television Sales representative. WJW-TV CBS @ in Cleveland. 































22 OCTOBER 1962— 40c a copy / $8 a year 
Part 1 of 2 Parts 

ON TV P 27 

Radio proposal to 
keep new car 
sales up p. 37 

HOW more than 


1 out of every 4 people in Chicago 
depend on WAAF. . . for Music, 
News, Public Service Information, 
and, most important, Where and 
What to buy." 

General Manager, WAAF 

Some of WAAF's advertisers: 

Gallo Wine, Drewry's Beer, Schlitz 
Beer, Budweiser Beer, Meister Brau 
Beer, Swift &. Co., Wonder Bread, 
Jay's Potato Chips, Ward Baking 
Co., Gillette, Milnot, Pepsi-Cola, 
Coca-Cola, Chesterfield, Herbert 
Tareyton, P. Lorillard Tobacco Co., 
L&M, Philip Morris, Carnation Milk, 
and others. 


Represented nationally by 


CO. in 14 major cities. 

Always the Winner 

In the Central New York Market! 

There's no beating the best. It isn't 
as if nobody tried. Competition is keen 
— and, to give credit where it's due, 
competitive programming often merits 
real praise. 

But when you consider that the programming 
service of WSYR-TV is under the direction of 
executive personnel with an average of 19 years 
broadcasting experience right here in Central New 
York, a top talent staff with an understanding of its 
job and its audience, and a firmly established 
tradition of being several laps ahead of the field- 
staying ahead comes kind of naturally. / 

WSYR-TV does work at it, however, 
steadily and conscientiously. The 
results speak for themselves. 

Delivers 50%* 
more homes 
than Station B 

* y*^* v* v* y* */* '/* '/* '/* '/* v * '/* */* '/* '/* '/* '/* */* '/* '/* */* */* '/* '/* '/* '/* '/* v* */ 



Outsells all other stations ... and in less time, too . . . 

A A A A A A AAAAAAAAAAAAA/^ * A A /\ /\ /\ 

If ever we had proof of our own strength, this Hawaiian Vacation promotion 
was it. In quantity, in quality. Here was action. Fast action. An $80,000 sale, 
outpulling, outselling every other radio station in town — and in less time. 
Customers are customers, whether they buy Hawaiian vacations or packaged 
goods. You'll find more of them and in a better buying mood on WPEN. 


1,000 inquiries were received in the first 28 days. Within 45 days, the 
Travel Agency received 45 deposits ... a month later a Northwest jet took 
off with a pay load of 100 passengers . . . cost of the tour was $800 per 
person . . . average conversion of inquiry for a trip of this nature is 1%. 
The WPEN conversion was 10% . . . each guest spent $400 over and above 
the cost of the trip on luxuries and extra services, more than any other 
group ever handled by the Travel Agency. 



Jf's obvious ... if you're thinking 
of selling Philadelphia, start 
where the selling is easy ... on 


Represented nationally by AM Radio Sales Company 

SPONSOR 22 October IWl 


WAPI-TV BIRMINGHAM . . . The Birmingham News NBC 

WBEN-TV . . . BUFFALO . . . The Buffalo Evening News CBS 

WJ RT FLINT . . . Goodwill Stations, Inc ABC 

WFM Y-TV GRFENSBORO . . . Greensboro News Company CBS 

WTPA HARRISBURC . . . Harrisburg Patriot ABC 

WTIC-TV HARTFORD . . . Travelers Broadcasting Service Corf CBS 

WJ AC-TV JOHNSTOWN . . . The Johnstown Tribune-Democrat NBC 


WH AS-T V LOUISVILLE . . . The Courier-Journal and Louisville Times CBS 

WC KT MIAMI . . . Biscayne Television Corp NBC 

WTMJ-TV MILWAUKEE . . . The Milwaukee Journal NBC 

WMTW-TV. . . MT. WASHINGTON . . . Mount Washington TV, Inc ABC 

KETV OMAHA . . . World-Herald Corporation ABC 

KOIN-TV PORTLAND, OREGON . . . Mount Hood Radio 6- Television Corp CBS 

WRVA-TV. . . . RICHMOND . . . Richmond Television Corporation ABC 

KS LA-TV SHREVEPORT . . . The Shreveport Journal CBS 

WSYR-TV SYRACUSE . . . Syiacuse Herald Journal— Tost Standard NBC 



SPONSOR/22 October 1962 


22 OCTOBER 1962 

Vol. 16 No. 43 


P. 11 

Top of the News p. 11, 12 / Agencies p. 62 / Advertisers p. 62 / 
Associations p. 65 / Tv Stations p. 65 / Radio Stations p. 67 / Net- 
works p. 69 / Representatives p. 69 / Film p. 69 / Public Service 
p. 71 / Equipment p. 71 

SPONSOR-SCOPE / Behind the nexus 

P. 19 

COMMERCIAL COMMENTARY / Insecure adman p. 24 


TV'S BRIGHT NEW 'YOUTH KICK' Heavy concentration on the young 
adult market. Ford Motors leading the way with Lively Ones and 
American Motors with Young American. p_ 27 

Storer, Pulse's "Man oi the Year," gave up oil and set aside steel to 
become one oi the country's most influential broadcasters. p_ 30 

pays lor advertising in the end, savs one agency man. who computes 
what the bill is per year and per hour ol tv viewing. p_ 32 


of Insurance Agents) honors Doremus & Co. for its "outstanding serv- 
ices" on behalf of its 34,000 agent-members in I ( )(i2. p_ 33 

A BRECK SWITCH: TV SURPASSES PRINT / For the first time, well 
known print advertiser John H. Buck. Inc. spends biggest share ol 
budget in tv, Drops specials for weekly. p_ 34 

AUTOS: WHY SPOT RADIO CAN HELP With 1963 lines showing 
main new models, increasing competitive pressure is being felt. Adam 

P. 37 

Young recommends spot radio campaign. 

SPOT SCOPE / Developments in tv/ radio spot 

P. 73 

TIMEBUYER'S CORNER / Inside the agencies P. 42 

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. 66 Seller's Viewpoint p. 72 

SPONSOR PUBLICATIONS INC. Combined with TV ®. U. S. Radio ®. U.S. EM <g). 
,i « » t Executive, Editorial, Circulation, and Advertising Offices: 555 Fifth Ave., Ne« York IT. 'jr.' MTJrray 
**/jmm&*' Hill 7-8080. Midwest Office: mi! N. Michigan Ave,. Chicago 11. 312-664 1166 Southern Office: 8617 

' t fTljD l \' Eighth Ave. So.. Birmingham 5, 205-322- 652S. Western Office: 601 California Ave., San Francisco 

* \talilD/ * S ' ll: ' YU 18913 - Los Angeles phone 213-404-S089. Priming Office: 3110 Elm Ave., Baltimore 

'♦\SHy x ° 11. Md. Subscriptions: U. S. $8 a year. Canada $0 a year. Oilier countries $11 a year. Single 

c «i»* copies 40c. Printed U.S.A. Published weekly. Second class postage paid at Baltimore. M.I 

© 1902 SPONSOR Publications Inc. 







It had to happen! Unique new 
programming vigor has pushed up 
KSO neck and neck with Des 
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'^ slide for Station 'R' 
and a 14' r slide for Station 'I.' 
Computed from Hooper Share of 
Audience, Mon. thru Fri., 7 a.m. 
6 p.m. — July-August 1962. 


President Cen. Mgr. Vice-Pres. 

Represented by H-R 


Midcontinent Broadcasting Group 

KSO radio Des Moines; KELO-LAND tv and radio 
Sioux Falls. S. D.; WLOL am. fm Minneapolis- 
St. Paul; WKOW am and tv Madison. Wis. 


'555/ FIFTH 

Letters to 
the Editor 

Wife (as WICC ad job report 
ends) : You hear that! And don't 
come home without the job!" — JOHN 
E. METTS, vice president, Connecticut-New 
York Broadcasters, Inc. 

Leave it to CBS with their sensi- 
tive noses to be among the first to 
smell smoke and begin shouting 

Mr. George Arnold of CBS in 
his letter to you (sponsor, 8 Oc- 
tober) suggests really not CBS' 
concern with the numerical num- 
ber of fm sets nationally, or in Los 
Angeles, but actually with the loss 
of some national radio dollars that 
have found their way into fm radio 
in Los Angeles and other CBS 
markets. Dollars that historically 
have been strictly the private prop- 
erty of am radio — much of it 
through simple default. 

Regards national business, fm 
radio's chief competition today is 
am radio. The am radio broad- 
casters are waking up to this fact. 
Now it is time the fm radio broad- 
casters did too.— ART SAKELSON, presi- 
dent, F. M. Group Sales, New York. 


Regarding the article in your 8 
October issue, "Situation Wanted: 
Advertising Man," you might be 
interested to know that since Au- 

gust, working in cooperation with 
ferry Fields Associates of New 
York City, WICC, Fairfield, Conn., 
has been featuring Monday 
through Saturday 'Adman's Job 

With a 600 kc signal that blan- 
kets Madison Avenue's Southern 
Connecticut-Long Island dormi- 
tories, WICC presents this one-min- 
ute public service feature twice 
each morning, Monday through 
Friday between 6:30 and 7:00 and 
between 7:00 and 7:30.. The re- 
ports featuring the telephone- 
taped voice of Jerry Fields are 
heard several hours later on Satur- 

On each report, Fields usually 
outlines two outstanding job op- 
portunities mentioning qualifica- 
tions expected and salary. 

This is reaching the admen in 
their hometowns. It is too early to 
gauge the success of these reports. 
We do know they have caused a 
good deal of conversation, includ- 
ing this dialogue related by one 
Westport commuter: 

"Committer (grimly examining 
contents of coffee cup) : Hmmmrf. 

;:: x ;,,:::. ; t :::, :, imiiiiii n iiii infill liillllllilliliilil mil!!!! lilillilii| 



National Assn. of Broadcasters fall con- 
ferences: 22-2'i. Edgewater Beach 
Hotel, Chicago; 25-26, Statler-Hilton. 
Washington, 1). C. 

American Assn. of Advertising Agencies 
western region convention: 20-25, 
Hilton Hawaiian Village, Honolulu. 
J Hawaii. 

National Assn. of Educational Broad- 
casters 1962 annual convention: 21- 
25, Hotel Benjamin Franklin, Phila- 
^ dclphia. 

American Women in Radio and Televi- 
sion west central area conference: 
26-28. New Center for Continuing 
Education, University of Nebraska, 
g Lincoln. 

Broadcasters' Promotion Assn. annual 
convention: 28-30, Holiday Inn Cen- 
1 lial. Dallas. 

International Radio and Television Society 
g time buying and selling seminar: be- 


gins 30. CBS Radio. New York. 

ABC International Television breakfast 
meeting featuring visualscope report 
on tv development: 31, Americana 
Hotel, New York. 

American Assn. of Advertising Agencies 
east central regional meeting: 1, Stat- 
ler-Hilton, Detroit; eastern annual 
conference: 13-14, Americana Hotel, 
New York. 

National Assn. of Broadcasters fall con- 
ferences: 8-9, Sheraton-Dallas Hotel, 
Dallas; 12-13. Muehlebach Hotel, 
Kansas City, Mo.; 15-16, Brown Pal- 
ace Hotel, Denver; 19-20, Sheraton- 
I'ortland Hotel, Portland, Ore. 

Assn. of National Advertisers annual 
meeting: 8-10, Homestead, Hot 
Springs, Va. 

Television Bureau of Advertising annual 
meeting: 14-16, Waldorf Astoria Ho- 
tel, New York. 


I have read your article "Insur- 
ance: Why Radio Can Help" (1 
October) with great interest. 

I want to congratulate your 
magazine and also the John Blair 
& Co. for a job well done. 

Please forward 20 reprints. — JAMES 
P. ARCARA, sales manager, WKBW, Buffalo. 

Congratulations on the fine arti- 
cle "Insurance: Why Radio Can 
Help," in the 1 October issue of 


The selling ideas expressed in 
this article are the finest I've seen 
anywhere on the subject. 

Congratulations on your fine 
magazine.— RALPH MELLON, general man- 
ager, WCAT, Orange, Mass. 


Just returned from hardly a vaca- 
tion, but delighted to be back. In 
catching up on "trade" activities, 
I note with interest the article 
"Beneficial Uses 'Parade Psycholo- 
gy' " in the 17 September issue of 


We are delighted with it. Also 
we would appreciate it if you would 
pass the word to your reprint de- 
partment that we would like 500 
reprints of the article as soon as 
possible.— FRANCES B. O'BRIEN, Phil Davis 
Musical Enterprises, New York. 


In Sponsor Hears of your t October 
issue you state that The Saturday 
Evening Post hasn't used radio on 
anything approximate to a regular 
basis since April. 

I would just like to point out 
that we have been using radio spots 
every week in the top ten markets 
of the United States for over six 

That, I would think, would be 
considered a regular basis. — CLIFFORO 
S. SUTTER, vice president, BB00, New York 
• Reps relate that the only extent of the 
Saturday Evening Post's activity has been to 
buy a few radio spots in a market mentioned 
by an article in a current issue. 

SPONSOR '22 October 1062 





NEW YORK: 1540 BROADWAY. JU 2 2000 

SPONSOR 22 October 1062 

MGM Television offers a balanced value in full- 
hour programming for selective station needs. 
Adventure, drama, action and mystery. Dozens 
of top name guest stars. Suited for early eve- 
ning, weekend and late night schedules. Adapt- 
able for prime presentation and as economical 
spot carriers. A reasonable investment. The best 
buys of the hours are from MGM-TV (producer 
of three current leading network hours on 
NBC-TV: "Dr. Kildare," "Sam Benedict" and 
"The Eleventh Hour"). For details and prices in 
your market contact MGM-TV today. 

Markets now playing MGM-TV off-network hours: 

Amanllo • Baltimore • Bcllmgham • Charleston. S C • Cincinnati • Dallas Ft Worth 

Decatur • Denver • El Paso • Ft Wayne • Honolulu • Indianapolis • Las Vegas • Los 
Angeles • Louisville • Madison • Miami • Milwaukee • Minneapolis • Mobile • New 
Orleans ■ New York • Phoenix • Portland, 0. • Rockford. III. • San Francisco 
Scranton • Stockton • Terre Haute • Twin Falls • Washington • Wichita 


The Embassy off Iran 

His Excellency Hossein Ghods-Nakhai, 
Ambassador of Iran to the United States, 
in the courtyard of the Embassy . . . 
another in the WTOP-TV series 
on the Washington diplomatic scene. 

Represented by TvAR 



Photograph by Fred Maroc 


Don't be mislead on the big Mid-Michigan market. WILS has 
been in the No. 1 spot for 7 straight years (Hooper '55-'62). 
Measure us by any rating service and you'll find WILS domi- 
nating. We lead (Jan. -Mar. '62 Hooper) in total audience (in all 
age groups), all time periods (by as much as 67%). Don't see red; 
see the '62 Hooper and our rep: Venard, Rintoul & McConnell. 



^L» Stare at the black circle 10 seconds then look at the big red spots beside it. Doesn't this spotty, fast-fading illusion remind you of many of today's radio survey 


Top of the news 

in tv/radio advertising 

22 October 1962 


Radio stations will have to find their own solutions to maintaining quality 
as long as their incomes suffer from the station overpopulation problem, NAB 
president LeRoy Collins told assembled broadcasters at the second fall confer- 
ence of the current season in New York last week. Collins also spoke out in 
behalf of broadcasting's right to cover legislative and judicial proceedings, de- 
livering the keynote address of the regional meeting. 


NAB code authority director Robert D. Swezey last week came to the defense 
of the NAB radio and tv codes and lashed out at critics who say the codes 
shackle creativity and cause censorship. He denied the codes had ever 
"thwarted or impeded any legitimate broadcast effort." He stated that charges 
to this effect were simply "specious nonsense." 


Some 40 reps who normally compete with CBS Radio spot sales were invited 
in recently to hear a presentation of mutual benefit: that as many male listeners 
can be reached on Saturday and Sunday as during the weekday traffic peaks, 
according to new Nielsen data. 


Breck (RMcC) and Ayer, long known for its elegant magazine advertising, 
is now spending 60% of its budget in tv, and has settled into sponsoring a reg- 
ular show, Going My Way on ABC TV, which alone will cost $3.2 million. 

(For story, see p. 34.) 


A client with a $1 million annual budget has expressed its appreciation of its 
agency by presenting a plaque to recognize the latter's 1962 services. The in- 
dependent insurance agent's group, NAIA, honored Doremus & Co., agency for 
the national voluntary advertising fund, now five years old. (For story, see p. 


Boyle-Midway's $1 million Griffin shoe polish account, which went from 
Tatham-Laird to Mogul, Williams & Saylor only last spring, has been shifted 
again. The new agency: Ted Bates. 


Last week the FTC dropped its charges against Lever Brothers and FC^B on 
alleged deception in a Pepsodent commercial. It was decided that the com- 
mercial did not claim that the toothpaste removed accumulated tobacco stains, 
but only fresh ones. Hence the case Avas dismissed for insufficent proof. 

SPONSOR/22 October 1962 11 


Top of the news 

in tv/radio advertising 



Radio stations are worth five to six times annual cash flow profits and tv sta- 
tions are worth 10 to 12 times cash flow profits, according to a formula offered 
last week in Milwaukee at the meeting of the Institute of Broadcasting Finan- 
cial Management. The formula was put forth by H. W. "Dutch" Cassill of 
Blackburn 8c Co., who noted that station properties are now more valuable 
than ever before — especially radio stations — thanks to the FCC freeze, re- 
newed advertising interest and other recent favorable factors. 


Beetle Bailey, Barney Google, and Krazy Kat will be animated for tv for show- 
ing by stations in the fall of 1963. Fifty episodes of each, a total of 150, will be 
distributed by King Features. Production studio is Paramount. 



It's no secret that FCC Commissioner Rosel Hyde is the one top official in the 
group most likely to make a plea for laissez-faire. But his pronouncement re- 
cently before the Utah Broadcasters Association was his strongest to date. He 
chided broadcasters for not resisting government direction and lashed out at 
attempts to hold down the number of radio stations on the grounds it would 
lead to further encroachment of the freedom of broadcasters. More of the 
same may be in store, for Hyde's term extends until 1966. (For more Wash- 
ington news, see WASHINGTON WEEK, p. 55.) 


The first of the preliminary Sind linger radio reports received at ABC Radio 
tentatively indicate more than twice as high a nationwide radio sets-in-use 
figure for the peak morning and evening traffic hours than the figures the net- 
work received previously when it subscribed to Nielsen. But the first of the 
official Sindlinger reports won't be ready for about another week. 


WRUL, New York, the nation's unofficial "Voice of America" and only com- 
mercial international shortwave station, has been sold by Metromedia for 
SI. 75 million to International Educational Broadcasting Corp., a group in 
which the Mormon Church is the principal stockholder. Station headquar- 
ters will be moved to California, but no drastic changes in programing policies 
are foreseen. Metromedia acquired the station two years ago for about $1 mil- 
lion. The Mormon Church already owns KSL-AM-TV, Salt Lake City, both af- 
filiated with CBS. James B. Conkling, president of the new IEBC, is a former 
president of Columbia Records and director of CBS. The transfer is subject to 

FCC approval. 

SPONSOR-WEEK continues on page 14 

12 SPONSOR/22 October 1962 

Triumph triumphant in Philadelphia 

Talk about a virtuoso performance ! Motor- 
Sport Havertown,Inc.,the Delaware Valley's 
largest sports car dealer, sold 30 Triumphs 
totalling- $60,000 with an 18-announcement 
schedule on Philadelphia's wip. 

According to President John J. Greytak, 
"wip generated more traffic and sal es than 
any other single promotion we've ever used." 
To maintain its front-row position in the 

Philadelphia market, Motor-Sport Haver- 
town,lnc.,now buys wipRadio on a 52-week 
basis. ..just like scores of other national, re- 
gional and local clients. 

Want your Philadelphia campaign to end 
on a triumphant note ? Then underscore this 
statement : Nice things happen to people 
who listen to (and advertise on) wip. ..Phil- 
adelphia's Pioneer Radio Station. 

WIP/ 610, Philadelphia 



Top of the news 

in tv/radio advertising 



It is expected that there will be about 250 uhf tv stations and that most tv sets 
will be able receive uhf by 1970. Investment to start a ufh station would cost 
^500,000 to $1 million without much immediate return for several years, but 
after the initiation period, ufh will provide stiff competition to vhf. Such was 
the future for uhf outlined last week by James H. Hulbert, NAB manager for 
broadcast management. 


A new advertising agency compensation formula was proposed last week 
by Intepublic's president Marion Harper, Jr., before the 4A's in Chicago. 
The latest wrinkle is this: agencies should share profits when advertising is 
shown conclusively to influence sales favorably — and should be paid only for 
basic costs if advertising did not help sales to achieve its goals. 


Tv advertising expenditures in 18 nations are now $2.1 billion, of which 
76.7%, or SI. 6 billion, is spent in the U. S., according to an IAA study released 
by TvB. Ranking next are the United Kingdom, Japan, Canada, and Aus- 
tralia. American companies spend 13.6% of their budgets on tv, but this per- 
centage is exceeded in Iran, Peru, Japan, Curacao, and the United Kingdom. 
There is tv but no advertising on it in 22 other nations studied. 


The European Broadcasting Union will hold its first meetings outside Europe 
in New York this week at the invitation of the three major networks, the Na- 
tional Educational Television 8c Radio Center, and the USIA, all associate 
members of EBU. Programing, technical, and legal matters relating to inter- 
national tv will be discussed. Canada, Japan, and Australia will be represented 
along with the 19 Western European nations. 


The American Medical Association, which allows its various reports to be 
quoted, is amazed that both sides are using its material for ammunition in 
the cholesterol controversy. Vegetable and safflower oil advertisers are quot- 
ing some passages to link animal fat to heart disease. And the American Dairy 
Association, which sponsors Ozzie & Harriet on tv, is quoting other reports on 
the danger of self-administered diets. 


Combined national radio and television net sales for the 12 months ending 
30 September were up 18.4% at RKO General compared to the previous year. 
That date marked the end of the first year of operation of RKO General's Na- 
tional Sales Division. 

SPONSOR-WEEK continues on page 62 

]4 SPONSOR/22 October 1962 

WWLP, Springfield, Mass., has been ex- 
tremely proud of the "firsts" it has collected 
over the years. WWLP was first in the fight for 
a truly competitive TV service; first in the 
nation to use Editorials as an integral and 
regular service to its community; first to build 
a sister station to expand its TV coverage to 
the cities and communities in northern Massa- 
chusetts, southern Vermont and New Hamp- 
shire and first to utilize "translator" systems 
to provide TV service to large numbers of 
people in out-of-the way areas in the Northern 
New England area unable to receive any free 
TV signal. 

Now, WWLP, is proud to announce another 
first. Installation of new equipment that pro- 
vides the most effective, economic and simplest 
method of achieving megowatts of power in 

a statement of 



(Television in Western New England) 

by William L. Putnam 

the UHF band; through the use of Klystron 

Our preliminary testing has indicated our 
pioneering efforts in the use of this new equip- 
ment will be an additional first in our policy 
of providing top TV service to our community. 
We are proud and happy and thank both the 
Eitel-McCullough Company and our engineer- 
ing firm. Townsend Associates, for creating this 
dramatic and powerful new transmitting sys- 
tem for the benefit of our viewing audience. 

By the way, if you want to know all the other 
ways in which WWLP is first, call up George 
Hollingberv (Dearborn 2-6060). It's about 
time he did a little work. too. 

Represented nationally by HOLLINGBERY 



1U Stoiic^ 1500,000 Pe^k + 




6:30- 7:30 PM Oally 

10:30-11.-00 PM Oally 





20 Second* 




10 Second* 






5:00- 6:30 PM Oally 

11:00-11:30 PM Dally 

Mlnulas/20 Seconds 


11 US 

10 Seconds 




Sif n on VOX) PM Oally 

11:10 PM -Sign-eft Oally 

Mlnutet/20 Second* 


» SO 

1 40 

1 35 

10 Second* 




28*1*. J»"T^ U.S. 

•roe pm 

• i JO Ml 

f O/OO M* 

Voice 01 Flrattaaa 

Taa Biflemm 

Stontj Burte 

Ben Casay 

Hawaii** Eya 


Clew Ui / Sid Cms* 

fiat* My Way 

Our Mm Hiul" 

Nakta- City 

leawlt ToBeattr 

My Thret Sans 

McHala's Mea 

Alcaa fraaitra 


Oickeai Faaitar 

77 Sua $*t Stria 


Mr Said Cmi T« WaUiaftaa 

Ijwrtaca Walk 

Fi|»i Of Tm Wa«k 


Of Hollywood 







Station Representatives Since 1932 


Film does the unusual! 




BONG-G-G-G-G . . . goes the gong ! Barely have the echoes died 
. . . before the proposition (happy shaving !) has been sharply high- 
lighted by ANIMATION (a flitting bird who knows his way about) 
and PHOTOGRAPHY. Each was done separately, then combined 
with utmost accuracy to show razor, shaver and bird to best sell- 
ing advantage— all 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 


East Coast Division, 342 Madison Avenue, New York 1 7, N.Y. 

Midwest Division, 1 30 East Randolph Dr., Chicago 1 4, III. 

West Coast Division, 6706 Santa Monica Blvd., Hollywood 38, Calif. 

For fhe 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: Gillette Safety Razor Company 

AGENCY: Maxon Inc. PRODUCER: MPO Videotronics; 

Warner Bros. Pictures, Inc., Cartoon Division 


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

22 OCTOBER 1962 / copyright i%2 

The season's tv network wares have heen all unwrapped and you may be inter- 
ested to know what the Madison Avenue speculation is regarding the sponsorship 
picture and the sales situation come the first 1963 quarter. 

That conjecture forks off into these premises and expectations: 

• The current season is studded with more nighttime misfires than ever before. 

• The armed service entries, should their ratings hold up, will prove that some- 
body at ABC TV guessed right in his premise that World War II was far enough 
behind to make its reenactment digestible and replace the medical show as No. 1 
among next season's carbon copies. 

• In view of the substantial quotient of misfires and the fact that at ABC TV 
and NBC TV a large number of sales have been on a 13-week basis these two networks 
will lock horns in a stiff battle for first quarter business, with prices possibly tak- 
ing a fierce beating in the process. 

• Quite a number of fourth-quarter network advertisers may be disposed to 
allocate portions of this money to spot tv for the purpose of shoring weaker, or 
problem, markets or fattening up their purses in markets where they deem having 
the best potential. 

The unorthodox spectacle of two agencies asking for availabilities for the 
same products reached the payoff stage last week. 

The agencies were Lynn Baker and Reach, McClinton. The products: Isodine, Iso- 
dette and probably Thorexin, which constitute the drug division of International Latex. 

The agency that won out when it came to placing the order for the latest campaign was 
Lynn Baker. 

Schedules run from 5 November-8 December and cover five nights a week. 

It's hard to imagine a step of such drastic implications, but there is a possi- 
bility of P&G lopping off Buffalo from its various network station lineups. 

One of the P&G agencies has strongly recommended this action as a sort of reprisal 
for the networks raising the Buffalo rate by 20-25%. 

An appendix to the proposal: a substantial proportion of the cutout money be ap- 
plied to Sunday supplements. 

Those in the trade aware of P&G's bitter reaction to the proportion of the rate 
hike and feeling of what it might lead to in other markets are inclined to the opin- 
ion that nothing of sweeping moment will happen. 

They just can't believe that P&G will sacrifice in so important a market as Buffalo 
the sort of advertising weight its products have become accustomed to via tv. To 
put it bluntly, it would be an arrant case of cutting off the nose to spite one's face. 

Helene Curtis hopes to get its new cold remedy (a capsule) out of the test 
stages shortly and get it into national distribution. 

The media outlook is spot tv saturation, with McCann-Erickson Chicago buying. 

SPONSOR-SCOPE asked the media director of a top spot tv agency what he 
deemed a good cost-per-thousand nowadays and his answer was quite illuminating. 

Here's his buying approach, with the key, of course, length of involvement: 

NIGHT: You go in cold at $3; look, after sweetening and improvement, for a 

$2.50 level by the end of three months; after a year you expect it to be $2. 

DAY: You start off at $1.75 and keep refining your franchise in the hope of getting 

the CPM down below $1.50. 

|SMNS0R/22 October 1962 1° 



Reps last week got assurance from Y&R that the application of the electronic 
computer to media selection will not reduce the importance of their function as 
bridge between stations and agencies. 

These words of reconfidence came during the demonstration of how Y&R plans to use 
its new computer to make planning and buying more efficient. 

The reps present were told that as a result of the computer the buyers would 
be relieved of much paperwork and thereby free for giving reps more attention. 

Also this: the computer wiU be conducive to the rep applying more imagina- 
tion to his selling function. 

Consensus comment of the departing reps : we'll wait to see what the computer will 
want of us. 

Cracked one rep salesman: with the computer our degree of contact with Y&R 
buyers can't be any less than it is right now. 

BBDO has cancelled out as a subscriber of Hooper after years of association 
and become a buyer of Pulse's radio service. 

The agency's basic reason for the change: it can get more qualitative data from 
Pulse with which to service its linear programing computer. 

Obviously affected in no small way are the stations that subscribe to Hooper. The 
switch, which takes place after the three-months notice, deeply surprised radio reps. 

Equitable Life (FC&B) must have found out that spot radio can do quite a 
job in selling insurance. 

While right in the midst of a schedule in the running the insurance company has 
allotted an additional large chunk of money to the campaign. 

The original plan called for two-eight week flights in over 125 markets with the 
use of multiple stations in each market and the strategy calling for the switching of 
stations in a market from one flight to the other. The second flight's under way. 

Saturation's now upped to as many as 10 spots a week. 

Certain reps express themselves as dismayed by the possible failure of stations 
in newly filled three-station tv markets to hold the rate line. 

It's already happened in one case. The latest station adopted pretty much the same rates 
as the other stations but one of the older operations has broken the established pat- 
tern by offering bonus spots. 

Such tactics, warn these reps, can only serve to depreciate the market. What's im- 
plied here is that if an advertiser can buy it at cutrate he's not inclined to put the differ- 
ence in the same market. 

There are plenty of spots in high or upper rating network tv nighttime shows 
available for November and December occupancy. 

Colgate isn't the only one looking for relief. Colgate's is a case of overextension 
and a bid to flesh up the yearend profits, but the batch of others would like to save some 
money during the pre-Christmas spell when sales for them traditionally take on 
a diminishing trend. 

Incidentally, it's now virtually up to Colgate's control agency, Bates, to find 
buyers for the cutbacks in nighttime participation that Colgate seeks for the balance 
of the year. 

The networks have advised Colgate that if they come on any prospects for such 
participations it will be with the understanding that these buyers may have them 
permanently. This attitude, obviously didn't settle well with Colgate. 

What the networks are bent on is discouraging this sort of subleasing. 

20 SPONSOR/22 October 1962 



Look for P&G to unleash in early 1963 through its agency program commit- 
tee a series of tactical maneuvers against CBS TV with this ultimate objective: to 
get a much better shake out of the network on nighttime availability. 

What gives P&G a most potent gambit in any chess game of this sort is the fact that 
it controls by virtue of licenseship the rating crux of CBS TV's daytime program 
structure, namely, Guiding Light, Search for Tomorrow, As the World Turns and 
Edge of Night. 

P&G appears bent on strengthening its accumulative nighttime audience substantially for 
the 1963-64 season and, if it must use these soaps as bait to achieve this goal, the 
committee will do it. 

However, here's something that P&G may be expected to do immediately: shift more 
of its budget over to spot tv, which is now running at the rate of $55 million. 

ABC TV daytime sales tells inquirers about the $200 per minute raise it's just 
put into effect that the network itself hardly nets anything from the hike. 

Its explanation: virtually all of the $200 is soaked up by the emergence of prime affili- 
ates in Rochester, Syracuse, Grand Rapids and other markets. 

Looks like agencies and advertisers in daytime network tv won't be able to 
form a picture of their audience position until the end of the fourth quarter. 

Myriad factors have complicated and fuzzied up measurements this fall. Cases in 
point include Dodger-Giant playoffs, the orbit shoot, the world series and the re* 
alignment of schedules on virtually all the networks. 

The reshuffle has affected most of the across-the-board appraisals. 

In bight of this situation some advertisers who have renewal options coming up 
in late October and early November are hoping that the netwotrks will be lenient 
about enforcing them. 

NBC TV may have a problem in retaining certain advertisers in the 4-4:30 
strip when it replaces Here's Hollywood with Match Game the first of the year. 

The cause will be basically the hike in the package price, from $10,800 to $15,000 
per quarter-hour. 

The recalcitrants seem to take the stance that Here's Hollywood offered an effici- 
ency that the higher-priced Match Game will take some time to match. 

NBC TV's reason for dropping Here's Hollywood: too many production headaches. 

Network tv sellers of broad interest news/actuality programing have an advan- 
tage point in the fact that the percentage of watching in the lighter viewing homes 
as represented by the three lower quintiles keeps going up. 

That tendency has resulted in an over-all hike in this type of viewing, but the significant 
angle is this: the bulk of the higher educational groups are to be found in the third, 
fourth and fifth quintiles. 

Here's a comparative breakdown of quintile viewing to news and actuality programing 
compiled by Nielsen for NBC TV: 


1961 21.7 35.2 28.1 22.8 16.5 6.6 

1962 22.4 32.6 27.7 23.5 19.3 8.8 

The growing concern among the networks for the welfare of the radio station 
affiliates could, according to some trade viewers, have a longrange motive, and the 
base of that motive is uhf . 

The theory: when the switchover to a single tv channel takes place the vast majority 
of the applicants will be the owners of radio stations. 

SMUSM/22 October 1962 21 



From the way the ratings have been running so far Lever will have quite an 
edge over P&G in the number of shows landing among the top 15 this season. 

It would give Lever four out of five: the Lucy Show, Red Skelton, The Defenders 
and Candid Camera. The fifth is The Loretta Young Show. 

P&G's crew: Car 54, Wagon Train, Ben Casey, I'm Dickens, He's Fenster, the 
Dick Van Dyke Show, Cheyenne, Gunsmoke. 

Eastman Kodak ( JWT) has come through with a lush budget for spot tv in its 
quest for the Christmas trade. 

Proof: the schedule, which runs from 25 November through 22 December, calls for 
eight prime 20's and six night fringe minutes Sunday through Saturday in the top 
30-odd markets. 

(For more on spot activity see SPOT-SCOPE, page 73.) 

The all-purpose tribe among the detergents is beginning to suffer from a dwin- 
dling market, possibly due to the discovery by housewives that they don't fill their myr- 
iad purposes or that it's preferable to specialize in cleansers. 

The trend apparently doesn't faze P&G: it's testing another all-purpose liquid deter- 
gent called Thrill. 

Agencymen much respected by sellers of air media think that the industry fac- 
tion that threatens to take their piggyback commercials gripe to the FCC can only 
in the end court trouble for themselves. 

Their point of view: by tossing the problem of piggybacks into the laps of the commis- 
sion these broadcasters would be opening the door for the FCC to do a lot of extra 
regulating, like setting standards for percentage of commercial time, the number 
of back-to-back commercials and the actual time segments permissable. 

Here's an updating on the dentifrices in regard to shares of market. 

Crest is on top with a 30% share; Colgate is next with 22-23% and Gleem holds 
the No. 3 slot with 19-20%. 

Note that P&G is close to embracing 50% of all dentifrice sales. Colgate, like 
Crest, is on the flouride bandwagon, but appears stalled until it too can get an indorsement 
from the American Dental Association. 

The constant proliferation of products, type and flavors by the giant manu- 
facturers of convenience foods has, according to agency food marketers, made it 
virtually impossible for the small competitor to get into the supermarkets. 

With a product category limited as to the number of shelf faces a supermarket can afford 
to allocate, the three leading packagers of cake mix (P&G, General Mills and Pills- 
bury) put out among them, for instance, 30-odd flavors. 

You can expect a lot of new merchandising life to be infused into the frozen 
food industry when the latest packaging process is perfected. 

With that new process the product is frozen, then vacuum packed and all the con- 
sumer has to do is heat it up. It's already being used on soup. 

22 SPONSOR/22 October 1962 




Results are important to sports- loving Georgians. And WSB Radio gives 
the sports reports first, fast and factually. The station's expert sports 
staff presents penetrating features for the fans. Not just football, 
but golf, baseball, basketball, and all other important sports events. 
Georgia's best hunting and fishing reports are on WSB, too. Score a 
touchdown . . . schedule WSB Radio. 

Represented by 


wsb radio 

Affiliated with The Atlanta Journal and Constitution. NBC affiliate. Associated with WSOC WS0C-7V, Charlotte; WHIO. WHIO-TV, Dayton. 
SPONSOR 22 OCTOBER 1962 '_'.: 

Paul Hayes 

Tampa Bay's official 

wake-up man. Put this 
familiar, believable voice 

to work for ^pur 
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. 

5KW 620 KC 


radio 62 

Broadcasting 24 hours daily! 




by John E. McMillin 

How now, little adman? 

I thought Time magazine leaned over back- 
wards to be kind, gentle and sympathetic to the 
ad agency business in its extensive cover story, 
"The Mammoth Mirror," last week. 

Considering the well-known abilities of Mr. 
Luce's inky wretches to snicker, sneer, and slash 
at almost any aspect of American life (except 
themselves) , they were surprisingly mild in their 
treatment of Madison Ave. So much so, in fact, 
that I couldn't help wondering if C. D. Jackson or maybe even Henry 
himself had been bending over editorial typewriters. The piece had 
a genial but unmistakably cautious, "we know where our bread is 
buttered" touch. 

But Time did stick at least one slender harpoon into the soft 
underbelly of the agency carcass which I thought well-deserved. 

Commenting on the "three bogeymen of Madison Ave.," Schlesing- 
er, Galbraith and Toynbee, Time said that admen, in their outrage 
at attacks by these three, "conjure up a threat to their industry which 
does not exist." 

In Time's opinion, the public views admen as "highly effective 
salesmen" who perform a pleasantly useful function, even though it 
is "unlikely that the citizenry will ever take the step some admen 
seem to yearn for, and pass a national vote of thanks to advertising 
for its part in enriching U.S. life." 

To which I, for one, must say both "touche" and "amen." 

I think it is high time for us in the business to sit back and get 
a little orderly perspective on all the worrying and futzing around 
we've been doing about 'advertising's image.' 

I'm afraid the plain, gritty truth is that 90% of our concern over 
what "opinion-makers" or "thought-leaders" think of us arises out of 
our own, deep-dyed, long-term industry inferiority complex, and not 
out of any clear and present danger. 

In fact, I'd like to suggest to John Crichton of the 4As and Pete 
Allport of the ANA that a direct, frontal attack on our group inferi- 
ority complex would do more for the business than any Hill & 
Knowlton survey, or any film for PTA meetings. 

What do we think of ourselves? 

In the quiet of his lonely room, in the silent midnight of his 
tortured, though immortal, soul, what does the average adman think 
of himself, his work, his life, his fulfillment? 

Well, in my experience, the average adman over 40 has a hard time 
not sticking his tongue out at himself when he looks in the mirror. 

He is — forgive me, ive are about as philosophically insecure as any 
group in American society, and I suspect that few of us have ever 
leally faced the causes of our insecurity. 

Bill Benton once told me, after he left B&B, that "advertising is 
a young man's game," and both he and Chet Bowles have gone to 
some pains to sneer publicly at the occupation of their misspent, 
though highly lucrative, youth. 

[Please turn to page 46) 


SPONSOR/22 October 1962 

In Detroit... 

Equally at home "on-the-scene" or "on-the-air", versatile Don Perrie frequently reports to 
WWJ listeners right from the scene of news events. Weekday evenings, he hosts WWJ's 
popular "Phone-Opinion" program . . . where Detroiters express their views on timely and 
often controversial subjects. Perrie is another key 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 mews I WWJ -TV 


Owned and Operated by The Detroit News 
SPONSOR 22 October 1962 

National Representatives: Peters, Griffin, Woodward, Inc. 


The Charlotte MARKET is 
Tops in the Southeast with 
595.600 TV Homes* 

Two-hundred thousand peanuts is 
a fair size city patch, but it's still pea- 
nuts compared to the TV Homes in the 
elephantine Charlotte Television Market. 

Don't forget! WBTV Delivers 43.4% more TV 
Homes than Charlotte Station "B"!** 

Television Magazine-1962 **NCS '61-Nightly 

Represented Nationally by Television Advertising Tv^R J Representatives, Inc. 


SPONSOR/22 October 1962 | I 


22 OCTOBER 1962 

Tv's bright new 'youth kick' 

Many companies stress young adult market 
Ford Motors leading way with "Lively Ones" 
American Motors is pushing "Young American" 
Pepsi commercial aimed at 19 to 25 group 

Advertisers of both impulse and 
high ticket items, more than 
ever, are concentrating on the val- 
uable youth market. They appear 
to be directing their persuasive 
ammunition toward the 18-28 year- 
old market; at the same time, they 
are not overlooking the massive 
army of teenagers who watch tv 

Advertisers are rapidly learning 
that these two groups are helping 
make retail history. Sponsors are 
learning that brand loyalty must 
be established in the formative 
years or much is lost when the con- 
sumer reaches adult life. 

Among the advertisers concen- 
trating on these groups are, of 
course, the soft drink makers and 
the razor builders. But in recent 
times Ford Motors and other car 
makers have embarked on singular- 
ly effective marketing campaigns 
designed to capture the youth mar- 
ket. And television appears to be a 
superb vehicle for this "youth 

Bright, clean market. Moreover, 
sponsors are learning that the 
youth market is a bright, clean 
market. Bishop Fulton Sheen once 
dubbed teenagers "the television 
generation" and it is this genera- 
tion that many advertisers are woo- 
ing. Even a statistical introduc- 
tion to them can be surprising, Guy 

Cunningham, director of new busi- 
ness and automotive advertising. 
TvB, pointed out last week. The 
percentage of teenagers (88%) 
viewing tv in a single day is high- 

er than that ol men (69%) or 
women (78",,) . Cunningham ob- 
served that too often audience com- 
positions hide this factor. 

Nor are teenagers mediocre stu- 
dents. Their intellectual accom- 
plishments are main. "They're bet- 
ter educated," Cunningham said 
proudly. "With Admiral Rickover 
and Dr. James Conant whipping 
professional educators and taxpay- 
ers into action — the techniques «>l 
teaching today are improving rap- 
idly." Cunningham also cited the 

Uw§ It op with this liwl> Oik; fnni 
fonf62: tho New Qalaxle 50Q M ! 

Ford's sales message is rubbing off on youth 

Ford is directing portions ol its Lively Outs campaign on college radio stations and 
in college newspapers (above). Highspot was lord's Lively Ones on t\ last summer 

SPONSOR/22 October 1962 


Pepsi's commercials designed for the 19 to 25 age group 

Soft drink's tv commercials are distinguished by the appearance of lovely, youthful people. Here John Soughan, v. p. and 
director of marketing services (right) for the Pepsi-Cola Company appears on WNDT, New York, to describe the campaign 

good influence of tv on students 
and teachers: "The tv teen audi- 
ence is more accustomed to audio- 
visual influences than their parents 
. . . their grasp of social trends and 
current world affairs, their knowl- 
edge of mathematics and economics 
is above the average adult level." 

What is this youth market and 
what are teenagers? Above all, 
they are individual personalities, 
Cunningham insisted. Some are 
12 year olds. Some are in the 
armed services or colleges. About 
half are boys; half are girls. Many 
already are fathers and mothers. 
Some are eggheads; some are hipped 
on athletics. Cunningham noted 
that rating services prove that their 
tv tastes are as diversified as their 

Important to sponsors. Are teen- 
agers important to sponsors? "Only 

if they want to stay in business," 
Cunningham observed. "They're 
moving into jobs, forming families, 
and entering consumer markets at 
a rate of 4 million a year. By 1965, 
thanks to the post war baby boom, 
half of all the people in the United 
States will be under 25. In their 
hands will be the future welfare of 
all business." 

Perhaps more than any other 
network, ABC TV has been selling 
itself among advertisers as the 
video vehicle to reach "the young 
adult audience." Julius Barnathan, 
v. p. and general manager of ABC 
Television told sponsor that "we 
recognized eight years ago that 
these are the people who view tv 
more, who buy more and to whom 
fresh ideas are more appealing." 
Barnathan said it was natural that 
this audience "has become an in- 

dustry-wide target, for tv reaches 
more of these people than any other 

Youth influence in Detroit. That 
the youth influence is particularly 
significant in Detroit no one will 
deny, least of all the creative peo- 
ple working on the Ford account at 
J. Walter Thompson. Robert E. 
(Buck) Buchanan, v. p. and radio/ 
tv group head at JWT, and Barry 
Frank, assistant group head, re- 
marked that the post war babies 
were growing up and buying auto- 
mobiles. "The first car you own is 
the brand of car you are liable to 
stay with the rest of your life," 
Buchanan observed. 

Both print and broadcast media 
are used to interest the younger 
generation and "the young at 
heart" in Ford cars. One of the 
most exciting developments for the 


SPONSOR/22 October 1962 

'62-'63 tv season was Ford's invest- 
ment of over $8 million in tv 
sports programs with an eye to ap- 
pealing to the male and youth seg- 
ments of the television audience. A 
sports atmosphere, it was felt by 
both JWT and Ford executives, 
was first-rate for selling the new 
Ford cars. 

However, one of the most effec- 
tive non-sports campaigns, accord- 
ing to knowledgeable observers in 
the industry, was Ford's delightful 
color tv excursion this past sum- 
mer with The Lively Ones, an 
off-beat musical program with Vic 
Danione as host and Joan Staley as 
Tiger and Shirley Yelm as Charlie, 
the perennial "dates" of Damone. 
The word lixjely was and is the key 
word in Ford's promotions: "Ford 
dealers are the liveliest sports in 
town," "American's liveliest, most 
care-free wagons," "See your Ford 
dealer's lively wagon line," and 
"The '62 y 2 models are the liveli- 
est." The word appears to be 
sweeping the land and, in particu- 
lar, catching on with the younger 
set. The concept of the video ver- 
sion of The Lively Ones came out 
of the agency. 

The video version of The Lively 
Ones, a summer replacement for 
Hazel, received high praise from 
critics, and glowing fan mail, "ft 
did reach the kind of people we 
wanted to reach," Buchanan ob- 
served. "We're sure there was some 
rub-off of the commercial mes- 

Grade school and college. With 
an eye to the younger folks, Ford 
also purchased alternate-week spon- 
sorship of Ensign O'Toole, which 
depicts the adventures of a bright 
young naval officer and his ship- 
mates on a destroyer in the Pacific. 

Ford is also aiming both print 
and broadcast copy at the college 
group and staging a successful 
"Punt, Pass 'n' Kick" competition 
among grade school youngsters, age 
seven through 1 1 . Ford is also 
advertising in some 166 college 
newspapers. The ads link college 
queens with new Ford cars. Some 
60 college radio stations used from 
20 to 30 one-minute spots weekly 
to point up the assets of Ford cars. 
(Please turn to page 48) 


59 J Madiion 4rtnmt • Nt» lort 2i. A.I. • PLaz* 1-3300 










ANNOUNCES: Here today — the young Americar 


Rambler American for 1963. 




A young American — with reclining bucket 

seats. New storage console. 




New Twin-Stick floor shift with instant 





The economy king has brand-new zing. 


This is the 440-H. 


Hew Rambler American hardtop. 


New power — 


a hundred-and-thirty-eight horses with 

America's top economy Six. 


And the shortest turning. 




And the easiest handling. 



Seeking more sales in the youthful segment 

Youth market is sought with commercials such as these. (Top) Minute film for 
"young American Rambler American" shows stallion jumping over car. (Below) 
Excerpt from commercial prepared by Geyer, Morey, Ballard, advertising agency 

SPONSOR/22 October 1962 


Storer: Pioneer extraordinary 

► Profile of Pulse's "Man of the Year" 

► George Storer a broadcaster, steel man, rancher 

► Gave strong impetus to growth of radio/tv 

Last week a well-known broad- 
caster, who has long shunned 
the spotlight and even turned 
down numerous awards, finally 
broke with his own tradition to be- 
come The Pulse, Inc.'s, 21st "Man 
of the Year." The tradition itsell 
was a long one, tor George Butler 
Storer. 63, chairman ol Storer 
Broadcasting Co., has been in the 
business of broadcasting for 35 

As Dr. Sydney Roslow, Pulse 
president, explained in presenting 
a silver tray to Storer, "he was cho- 
sen because of the great sense of 
responsibility with which he and 
his organization have served the 
public and public causes; and for 
the varied interests of government, 
industry, labor, and the investing 

Accomplishments. Although 
modest) may be a virtue, works 

George B. Storer accepts industry tribute from Pulse 

Sterling silver tray passes from Dr. Sydney Roslow, Pulse (1), to George B. Storer, 
chairman, Storer Broadcasting, and 1961 recipient of "Man of the Year" award 

must be considered more so. And 
of works Storer is mightily en- 
dowed. Here are a few of his most 

• He pioneered in establishing 
a full group headquarters staff ca- 
pable of giving leadership to his 
far-flung stations. He also set a 
pattern of strong local manage- 
ment with plenty of latitude. 

• Storer was the first and only 
independent broadcaster ever to 
launch three major television sta- 
tions within eight months, an act 
then (1948-49) considered daring 
in most industry circles, foolhardy 
in some. 

• In 1936, he began a year-and- 
a-half of operating WMCA, New 
York, under a lease arrangement, 
and trying to develop an East coast 
radio network called American 
Broadcasting System. The projects 
were later abandoned because of 
his desire to own and operate his 
own complement of stations. His 
present-day group of five tv and 
seven radio stations is variously 
valued from $75 million to $100 

• Eager for expansion, yet al- 
ready within the FCC limit of the 
number of broadcasting stations, 
Storer in 1961 started two new 
arms of his company in an effort at 
diversification: Storer Television 
Sales, Inc., (representation) and 
Storer Programs, Inc. (sales and 
syndication) . 

• Long a believer that the only 
true growth potential in broadcast- 
ing lay in acquiring larger market 
stations, Storer in 1962 purchased 
WMGM (now WHN) , New York, 
for the then record-breaking price 
of $10,950,000 for a radio station. 

• Chairman of the National 
Assn. of Broadcasters' committee to 
select the first head of NAB's tele- 
vision department, Storer was also 
instrumental in developing the Tv 

Personal style. What kind of 
a man is George B. Storer? Like 
others who have met successf in 


SPONSOR/22 October 1962 

business, he is a curious combina- 
tion of a man careful with a buck 
and a man of exceptional generos- 
ity. His anonymous assists to others 
are known only to a lew intimates. 

His tastes in decor are reflected 
in the staieh colonial architecture 
of his broadcast properties. A lover 
of colonial and nautical themes, 
he indulges with great taste in 
Early American furnishings. He is 
a rancher, sportsman, codec tor, and 

An indication of his business 
character is reflected in the way he 
entered the broadcast business. In 
1928, one year alter he founded 
with his brother-in-law, the late 
y. Harold Ryan, the Fort Industry 
Oil Co. in Toledo, Slorer was 
wrestling with the problem of how 
to foster the young firm's growth. 
The company was operating six 
service stations in Toledo and sev- 
en in Cleveland, all selling Speed- 
ene, trade name of the gasoline. 

First station. Storer learned that 
in the highly competitive oil busi- 
ness many avenues of advertising 
and promotion were closed to new- 
comers. His negotiations to buy 
some advertising on 50-watt 
WTAL, Toledo, ended rather dra- 
matically. He bought the station, 
changed the call to WSPD (for 
Speedene) , upped the power to 
250 watts, and affiliated it with 
CBS, the network's eighth member. 

George Storer was born into the 
steel business in Toledo on Novem- 
ber 10, 1899. His family owned 
the Standard Steel Tube Co. in 
Toledo, a firm for which young 
Storer groomed himself with an en- 
gineering course at Cornell Uni- 
versity. He left the campus tem- 
porarily to work in the firm. 

Millions in steel. He had spent 
many summers with the company, 
was now head of purchasing and 
worked closely with his father on 
other matters. When his father be- 
came ill, George stepped into an 
active management role, lor his 
father's partner, Clarence Wade, 
had died a few months before. 
Storer's father died soon after, in 
December 1920. No longer a Cor- 
nell student, he was suddenly presi- 
dent of Standard Steel Tube Co. 
(PI case turn to page 52) 

From father to son, a legacy of public service 

Chairman and president, a hard-working duo 

George Storer (1), chairman and chief executive officer ol Storer Broadcasting, 

turned the presidential reins to George Storer. |r. (r), eldest son. in mid-1961 

Storer headquarters staff in Miami 

George B. Storer 


George B. Storer, Jr. 


Terry H. Lee 

v.p. planning & 

Stanton P. Kettler Robert Akin John McCoy 

executive v.p. dir. finance v.p., sec. 

Bill Michaels 

v.p., tv 

Ewald Kockritz 

v.p., bdest. standards 

Lionel F. Baxter 

v.p., radio 

John J. Kelly 

dir., adv. & promo. 

Linton Wells 

dir., Washington 
News Bureau 

William E. Rine 

v.p., administration 

Glenn Boundy 

v.p.. engineering 

Storer's longtime (redo litis bem "find people to manage, let them manage." In 
addition to the men aboi'e, the 12 stations have own heads, some v.pJ. Son 
Peter Storer is president of Storer Television Sales, anil is autonomous 

SPONSOR/22 October 1962 


What the public pays for advertising 

Agency man computes cost of ads to customers 
Says price in 1961 was $65.40 per person 
Puts per family cost for tv at 2c an hour 

By Fred W. Hinickle 

v.p., Madison Adv. Agency 

It has been once estimated and 
often repeated that the average 
American is exposed to no fewer 
than 1,200 advertising messages in 
a single day. While it is impossible 
to measure the number precisely, 
there is no doubt that advertise- 
ments are very much with us, the 
number and frequency increasing 
steadily every year. 

For the purpose of this examina- 
tion let's leave economic theory to 
the classroom and moral considera- 

tions to the syndicated critic. What 
does advertising cost the consumer, 
and what does he get for the 

An authoritative year-end esti- 
mate of all advertising expendi- 
tures, quoted in sponsor,, was $12 
billion in 1961 — a figure one might 
expect to encounter only in govern- 
ment circles. It is more than twice 
the amount spent on food and 
clothing in the entire metropoli- 
tan New York City area in 1961. 

6 cents a carton. But the orig- 
inal question was how much adver- 
tising costs consumers. So the in- 

Advertising a bargain at $65 a year 

Vice president of Madison Advertising Agency, Madison, Wis., the author believes 
advertising gives more than it gets, allows wide diffusion of news, entertainment 

digestible $12 billion has to be 
made bite-size by dividing by the 
total population. The results — and 
there's a piece of it in every dollar 
you spend — is $65.40 per year. 

Did you buy a new car last year? 
If you did, then between $18.97 and 
$161.70 of the price you paid went 
into advertising. The smaller fig- 
ure was for a Ford, the taller one 
for a General Motors Tempest. 
The average for all cars was $31.70. 

That amount covered only na- 
tional expenditures in magazines, 
newspapers, network radio and tv, 
and farm publications. Your local 
dealer added to it. 

About 1 cent of every dollar you 
spend on gas and oil to keep your 
car running pays for advertising. 

Do you smoke? An average of 6.2 
cents of the cost of every 10-pack 
carton is attributable to advertis- 
ing, according to industry reports. 
19 cents a case. You've heard 
that the wrapper on a loaf of bread 
costs more money than the wheat 
used in its manufacture. A Depart- 
ment of Agriculture booklet, dis- 
cussing "The Farmer's Share of the 
Consumer's Food Dollar," says that 
of every dollar spent on bakery and 
cereal products, the farmer receives 
22 cents while the "marketing sys- 
tem" receives 78 cents. Of this 78 
cents, about 3 cents goes into ad- 

For a refreshing pause in this 
statistical study, consider beer. One 
of the leading American producers 
last year spent in the neighborhood 
of $15 million in suds promotion. 
Applied to his sales, this amounts 
to about 19 cents per case of 24 12- 
ounce bottles. 

(That's $2.60 per barrel. The 
Wall Street Journal of 9 January 
1962 said that that raw materials 
take about $2.50 per barrel, while 
federal and state taxes average $11.- 
73 per barrel, or 85 cents per case.) 

In summary, and it has averaged 
this amount for the past five years, 
advertising expenditures are equal 
to 2.3% of our gross national prod- 
uct, the total of our output of goods 


SPONSOR/22 October 1962 

and .services on all levels. 

Notable among those who main- 
tain that advertising claims too 
high a portion of our spending is 
historian Arnold Toynbee. Less 
notable, but more numerous, are 
the millions who watch, listen, and 
read through ads and commercials, 
anxious to return to a favorite pro- 
gram or gripping news story. 

Return for the money. This 
brings us to the question of what 
the consumer gets for his money. 

Having cast out all consideration 
of the cultural benefit of the ads 
themselves, having stripped them of 
all economic function, and without 
making sentimental allusion to the 
fine wives and children of all the 
advertising men who rely on adver- 
tising for a livelihood, what does 
the consumer get for his money? 

About $26.90 of the annual total 
of $65.40 goes to the "print me- 
dia." Another $25.60 goes for out- 
door, direct mail, and specialty ad- 
vertising. The remainder, SI 2.90, 
goes to support an old timer now in 
its second childhood, radio, and the 
most raucous, squalling youngster 
the world has ever seen, television. 

This most richly endowed of all 
possible "wastelands" has ascended 
with a speed to match the space 
age. In 1945 there were 20.000 peo- 
ple for every tv set in the country. 
Today there are scarcely three peo- 
ple per set. America's 45.5 million 
television homes spend 6.08 hours 
per day viewing tv, according to a 
Februarv 1961 estimate by A. C. 
Nielsen Co. 

The per family cost? Less than 
2 cents per hour! 

Admission: 2 cents. On 31 De- 
cember 1961 the televised National 
Football League championship 
game was viewed by 38 million 
fans, according to network esti- 
mates. Four sponsors paid $850,000 
for the commercials carried within 
the program. The cost then to each 
tv fan was 2.2 cents. 

In addition to the game, the fans 
at home saw over 40,000 fans shiv- 
ering in the confines of City Sta- 
dium in Green Bay, Wis. These 
"lucky" spectators saw the same ac- 
tion and the same outcome, but 
paid $10 a head for the privilege. 
(Please tinii to page 59) 

1 Client plaque surprises agency 

Doremus execs honored by NAIA 

Admiring the plaque presented to Doremus R: Co. by National Association ol In- 
surance Agents for 1962 efforts are agency's (1 to r) vice chairman George V Erick- 
son, executive vice president Frank E. Schaffer, and chairman William H. Long, (r. 

► Insurance group honors work of Doremus & Co. 

► NAIA spent $1.2 million on 1962 advertising 

Last week in New York it was a 
case of "man bites dog" when the 
NAIA rewarded its agency, Dore- 
mus & Co.. for the "outstanding 
services" the client enjoyed in 1962. 

The National Assn. of Insurance 
Agents, a group of 3 1,000, has a 
five-year old advertising fund which 
is said to be unique. It is a con- 
tinuing national campaign sup- 
ported solely by voluntary contribu- 
tions from individual members. Its 
budget in 1962 was $1,152,000. 

Last year Doremus men visited 33 
states to present the NAIA cam- 
paign to its many members, and 
told the story via sound film to 
members it was not able to ! visit in 

Agents are encouraged to tie in 
locally with the national campaign. 
The NAIA kit for 1963 contains 
material for air. print, and other 

media, and is one of the most com- 
prehensive kits of its kind. 

The NAIA's Big "I" seal is used 
by about 73% of its members, who 
spend $26 million locally in addi- 
tion to the national advertising 
< ampaign. 

Although the total local advertis- 
ing budgets of the independent 
companies dwarf the national 
NAIA budget, there is evidence 
from individual case rr'stories that 
independent agents find the na- 
tional campaign of direct benefit 
and assistance. 

Since the NAIA campaign is sup- 
ported b\ voluntary contributions, 
the interest ol local members is 
clearly reflected in this fact: for 
each of the five years since its in- 
ception member agents have con- 
tributed over $1 million annually 
to the program. ^ 

SPONSOR/22 October 1962 


Traditional Breck image of print fame is transferred to tv 

Breck television commercial in the making shows Breck heads of print fame are used similarly on tv to preserve image. 
Lighting, models, and tone of copy give commercials the same traditional Breck feeling as pastel portraits in magazines 

A Breck switch: tv surpasses print 

► Breck spends 60 % of budget on tv 

► Leaves specials for weekly show 

► "Square" or not, image sells products 

The constant image of John H. 
Breck, Inc., nurtured by print, 
is now growing up fast on tv. 
Long noted for its pastel colors in 
slick consumer magazines, the 
Breck company has been using the 
same image on television since 
1958 — and with great success. This 
year the budget, for the first time, 
favors tv. Breck is spending $3.2 
million on a new weekly series, 
Going My Way, which premiered 
on ABC TV early this month. 
This is twice as much as Breck has 
spent on all tv ventures combined 
in any previous year, and equal to 
the amount spent on both tv and 
print combined in any previous 

year in which it used tv. 

Breck's 50-week buy on the se- 
ries marks a changeover from Breck 
specials to a regular show. Among 
previous specials the company 
sponsored were "The Power and 
the Glory," "The Fourposter," 
"The Picture of Dorian Gray," 
and "Saturday's Children." 

Agency executives explain "it 
wasn't because specials were not 
good for us — they were. They gave 
us strong sponsor identity, and we 
were by no means dissatisfied with 
them. The problem Breck faced 
was that it had so many prepara- 
tions to advertise that a half-dozen 
specials a year were not enough. By 

advertising regularly, each product 
gets more frequent exposure and 
continuity. Now there will be a 
more general audience — more of a 
cross-section of the country." 

Client to agency. Other changes, 
along with budget allocation and 
program selection, have taken 
place. An important one was the 
surprise announcement that Breck's 
advertising manager, John Hughes, 
would be hopping the agency-client 
fence to become a vice president 
and general manager for Reach, 
McClinton & Humphrey (Spring- 
field, Mass., branch of Reach Mc- 
Clinton and Co.) , one of Breck's 
agencies. Reach, McClinton and 
Co. and N. W. Ayer & Son share 
the account. 

Ken Hawthorne, formerly a gen- 
eral product manager of U. S. Rub- 
ber, will take over the Breck ad- 
vertising responsibilities under the 
new title of marketing director. He 
will be in charge of advertising, re- 


SPONSOR/22 October 1962 

search and promotion. In the game 
of musical chairs Hughes' former 
chief assistant at Breck, Doug 
Shaylor, will become advertising 
services manager. 

Indications are Breck is also 
looking for a top ad man to co- 
ordinate advertising and publicity 
activities of product managers, cor- 
porate departments, and ad agen- 

Largest tv buy. doing My Way 
represents the largest broadcast 
buy Breck has ever made. Only 
three shows have been given, but 
Hughes says, "We are encouraged 
by signs, but we don't know yet 
how good a buy we made. Things 
could go either way." 

Against the 1962 $3.2 million tv 
package for Going My Way alone, 
Breck has spent SI, 182,380 in tv 
and $1,455,848 in print for 1959; 
51,322,555 in tv and $1,796,401 in 
print for 1960; SI, 307,065 in tv 
and $1,999,222 in print for 1961 
(Publisher's Information Bureau 
figures) . 

The series, based on the 194-1 
movie starring Bing Crosby, tea- 

li R 

Hair styles change, but Breck heads don't 

Breck Roma head of 1937 (1), used in 
Way commercial (r). Roma head is still 

print ad, is similar to head for Going My 
used to introduce Breck-sponsored programs 

tines Gene Kelly who heretofore 
has been an infrequent tv perform- 
er. In the past Kelly's television 
work has been limited to an occa- 
sional guest appearance or roles in 
three hour-long specials. 

The program itself espouses no 

A change of view for Hughes, new v.p. 

John Hughes (r). who switched from Breck ad mgr. to v.p. of Breck ad agency this 
month, discusses tv activities with John Gill. Breck product advertising mgr. 

particular religious cause; its 
viewpoint is universal. The series 
is described as "human, believable, 
lively, and heartwarming in its 
blend of humor, drama, and 
charm." Breck people are hoping 
to attract families, with large shares 
of women. 

Breck executives point out four 
reasons why they believe the series 
will draw large numbers. 

1. Tv audiences have a high de- 
gree of familiarity with, and en- 
thusiasm for, the original film, evi- 
denced by the results of a special 
TVQ study, and by the consistent- 
ly large audiences viewing the 
movie on tv, 

2. Gene Kelly is a popular star. 

3. The program will have the 
highest-rated lead-in in tv — Wagon 
Train, which switched to ABC TV 
this fall. During the 1961-62 sea- 
son the program averaged a 52% 
share of audience nationally. 

4. The all-family appeal of the 
show is ideal for the day and the 
time slot (Wednesda\. 8:30 to 
9:30 p.m.) , which boasts a greater 
number of available viewers and 
higher sets-in-use than most other 
time periods (almost 63 million 
available viewers) . 

Frequency and efficiency. Says 
Thomas H.Calhoun, vice president 
of radio/tv programing, N. W. 
\\er, agency which suggested pur- 

SP0NS0R/22 October 1962 


chase of the program: "Going My 
Way represents quality tv program- 
ing. The concept of the program 
is in keeping with both the Breck 
image and reputation. And as an 
advertising carrier it offers an op- 
portunity for increased frequency 
combined with reasonable efficien- 

Products on tv. The preparations 
advertised on Going My Way are 
the three Breck shampoos, Breck 
Hair Set Mist, Breck Banish, and 
Breck Creme Rinse. This Wednes- 
day, Breckset, a new preparation 
which fared well in test-marketing, 
will be seen. 

Breck's competition in sham- 
poos, Prell, Luster Creme, and 
Halo, advertise heavily on tv. (As 
of now, however, Breck ranks No. 
1 in U. S. in shampoo sales.) Al- 
berto-Culver, a "monster" advertis- 
er on tv, provides great competition 
for Breck Hair Set. Tame, a Toni 
Gillette product is strong on tv, 
providing stern competition for 
Breck Creme Rinse. With such 
competition on television, Breck 
agency people feel the client "is 
forced to do the best job possible 
in that medium." Says Hughes: 
"We are interested in growing on 
tv ourselves. Tv has one big fea- 
ture: demonstration. This is espe- 
cially good for hair spray and sham- 

poo commercials we feature." 

Promotion. A key element in the 
Going My Way promotion (the 
only big tv buy this year, although 
small ones are being considered) 
to Breck sales representatives and 
company customers will be letters 
and contests built around the pro- 
gram's star, Gene Kelly. These 
will be supplemented by advance 
screenings of some programs for 
salesmen and distributors, pre-pro- 
gram information of the commer- 
cials to be shown, special litera- 
ture on Going My Way stars, and 
counter cards and poster advertise- 
ments on the program for use in 
retail stores. 

The Breck sales promotion de- 
partment has designed a special 
floor stand for retail stores. This 
has a tray for Breck preparations, 
and the back of the stand is a large 
reproduction of Gene Kelly. 

"Our sales representatives will 
carry a brochure on Going My 
Way," said sales promotion mana- 
ger John Fitzgerald, "and we will 
have an intensive and continuing 
direct mail campaign using fold- 
ers, brochures, and personal let- 

For the general public, the pub- 
licity and promotion is a coordi- 
nated effort to provide program 
information to newspapers, con- 

sumer magazines, and trade publi- 
cations. The facilities of ABC, 
Breck, the services of a publicity 
firm on the West Coast and spe- 
cial consultants from N. W. Ayer 
will be used to keep the public in- 
formed. Newspapers in every city 
in the U. S. will be provided with 
photographs and interviews of pro- 
gram stars. Also on the planned 
publicity agenda are arrangements 
for syndicated columnists to have 
interviews with Gene Kelly and 
other program principals. 

Going My Way will be promoted 
by tv spot announcements in ad- 
vance of each program as well as 
newspaper announcements. The 
on-the-air spot announcements be- 
gan over ABC TV stations in Au- 

Sponsor identity. When Breck 
commercials first came out on a 
regular basis, Starch Viewer Im- 
pression studies were done to eval- 
uate the commercials' overall ef- 
fectiveness. Measurable areas stud- 
ied included 1) recall of commer- 
cial, 2) brand awareness, 3) com- 
prehension of commercial content 
and, 4) viewer involvement with 
the commercial content, product, 
or company. 

A measure of buying activity was 
obtained in these studies, but the 
(Please turn to page 59) 

Kelly stars on series 

Gene Kelly plays Father O'Malley on 
Going My Way, co-sponsored by Breck 

Storyboard check for new Breck commercials 

William J. Slattery, a Breck product manager, and Richard Kebbon, account repre- 
sentative for Breck, N. W. Ayer agency, discuss a storyboard for Going My Way 


SPONSOR/22 October 1962 

Can the automakers put two years back-to-back? 




■■■ / \ 1 



In contra 
not until 

■i v iiiii 









st with many industries the car market has not been growing steadily. 1955 was the top year in the last decade; 
this year did auto sales again hover in the $7 million area. Automakers now hope for another good year, 1962-63 


AUTOS: Why spot radio can help? 

+■ Industry faces "great years" challenge 

► 1963 lines show many more models 

► Year-round advertising pressure seen necessary 

► Recommended: $3 million spot radio per make 

n the surface of things, Detroit 
car makers represent an indus- 
try looking for a problem. 

Sales in 1962 are expected to 
reach 7 million cars (including im- 
ports). This will be second only to 
the record-breaking year of 1955 
when total sales reached 7.9 mil- 

With a certain degree of optim- 
ism—based on favorable economic 

indicators— car manufacturers as a 
group have set this benign chal- 
lenge for themselves: two great 
years in a row. 

But no industry is free of prob- 
lems. Car marketing and sales exec- 
utives are spending many a sleep- 
less night figuring out ways of 
maintaining or increasing their 
share of total sales. In a few cases, 
it's a life or death struggle. 

GM giant grows. The heavy 
cloud that hangs over Detroit is the 
company-by-company, the brancl-by- 
brand fight for share of market. All 
eyes are enviously focused on Gen- 
eral Motors which is threatening 
to make a runaway of the automo- 
bile sweepstakes. GM sales for 
the first six months of 1962 were 
up 43% compared with the first 
six months of 1961. Ford was up 
only 10% during that time. 

Chevrolet is heading for an all- 
time sales record. It will probably 
sell more than 2 million cars be- 
for the year is out. In so doing, it 
may beat its arch rival. Ford, by 
as mam as 500,000 cars this year. 
Cars like Plymouth and Dodge are 
facing losses. 

SPONSOR/22 October 1962 


A growing number of models from each manufacturer 

Competition is rising along with the parade of new models. Chevrolet's '63 products include four lines: Impala Sport Coupe 
(bottom); Chevy II 4-door Sedan (lc); Corvair Monza (re), and the Corvette Sting Ray. Chevrolet has 33 passenger models 

Among car companies of all com- 
plexions, feeling is running high at 
this time of the year. 

Lee A. Iacocca, Ford Division 
vice president, points to the rate at 
which cars are being scrapped, a 
rate that is approaching 5 million 
a year. "That's a considerable base," 
he states. "Add normal growth and 
you have at least a 6.25 million car 

And Thomas A. Coupe, Ameri- 
can Motors vice president, predicts 
that car sales will average 6.8 mil- 
lion a year for the next four years." 

Industry is healthy. As car 
makers dig in for the big push on 
their 1963 lines, they have these 
comforting facts to guide them: 

• October production is expected 
to be the biggest in history. Goal 
is at least 700,000 cars. This would 
be 150,000 more than in 1961 and 
85,000 more than in 1960. 

• Healthy clean-up sales of 1962 
models have cut sharply into inven- 
tories and have strengthened pros- 

pects for continued high produc- 
tion. Preliminary estimates show 
that only about 250,000 of the 1962 
models remain in stock. Observ- 
ers feel that is low enough not to 
disrupt sales of 1963 cars. 

• At the end of September, total 
car output for the calendar year 
was 4,881,103 compared with 3,686,- 
360 for the corresponding period 
a year ago. 

• The used-car market is strong- 
er than it has been in many years. 
Sales are running at least 7% ahead 
of last year. 

• The retail credit picture is 
also healthy. In 1961, repayments 
exceeded new loans and Detroit 
believes that lenders still have some 
of the reserve they built up then. 

There are two other consideia- 
tions about which car makers can 
only speculate on at this point but 
which have a direct bearing on the 
optimistic predictions for the com- 
ing year: (1) public reaction to the 
1963 models and (2) that sensitive 

imponderable — consumer confi- 
dence (the stock market, employ- 
ment, the world situation— one way 
or another— will add their salt to 
the final outcome). 

Competition is tougher. But in- 
dustry outlook aside, car makers 
individually are joined in a tough 
competitive struggle. 

And the firms which will gain an 
edge on others in the competition 
may well be those who re-evaluate 
and re-align their advertising strate- 
gies to conform to new marketing 

A major broadcast representa- 
tive, Adam Young, Inc., recently 
made an exhaustive study of auto- 
motive problems and solutions as 
they relate to advertising— in par- 
ticular, to spot radio. 

"In light of the brand-by-brand 
competition, the major job that 
radio can perform for car compan- 
ies is an intensive, year-around sales 
job that companies can afford," de- 
clares Adam Young, president. 

SPONSOR/22 October 1962 

"It is a surprising facet oi car 
advertising that, by and large, com- 
panies confine themselves tradi- 
tionally to heavy-car pushes in the 
fall, and nearly abandon the radio 
effort the remainder of the year. 
The accompanying chart (see be- 
low) shows that \ear in and year 
out car sales are made 12 months a 
year, steadily and consistently. 

Year-around pressure. Radio 
listening is similarly consistent 
throughout the year. A key. adver- 
tising question arises: II sales are 
made throughout the year, should 
not advertising pressure be applied 
year around? With radio's enorm- 
ous efficiency, economy, impact, and 
exclusive ability to reach people 
while they are using the product, 
the sound medium has to stack up 
in any objective analysis as a medi- 
um of prime importance 12 months 
a year," Mr. Young states. 

"No car manufacturer or agency 
can sit quietly on 'traditional' pat- 
terns of media use. A recent mo- 
tivational study shows that, with 
rare exceptions, consumer advertis- 
ing recall is poor. They remember 
little about which car brand is ad- 
vertised and even less about salient 

COD) points.'' 

Detroit's marketing battle boils 
down to these main areas ol con 

1. Each firm must maintain oi 
increase its competitive position. 

2. Each company is now produc- 
ing and selling more different cars 
and models than it has in its his- 
tory. In 1962, there were about 
100 different models put on the 
market by American manufactur- 
ers. In 1963, this number is increas- 
ing, with a larger number ol sports 
and compact models. Compact ac- 
counts for about 10% of the mar- 

3. The abundance of models has 
created an even more pressing need 
for consistent advertising pressure. 

1. Detroit is also on the hook 
for such things as extended war- 
ranties and expensive accessories 
for the compac is. 

Radio can help. A $3 million a 
year radio plan is proposed by the 
Young company for individual cat 
brands. Sounds expensive? Not 
really. Considering that yearly 
car ad budgets range between $15 
million and $40 million, this ex- 
penditure represents a relative!) 

modest investment in year-around 

The $3-million-a-year spot radio 
plan is based on the com ic tion that 
the sound medium can do these 
things lot car advei tisei s: 

1. It can maintain hea\ \ adver- 
tising pressure throughout the vear 
in 200 markets as a cost that can 
be lived with. 

2. Taking advantage ol the dual 
in-home and oui-ol-hotne radio 
audience, a car company can match 
audience composition with consum- 
er prospects, balancing handsome- 
ly the amount of advertising weight 
that must be split in favor of men 
but with lair amount of exposure 
to women. 

3. The teenage audience, repre- 
senting a minor share of the total, 
also is important to car companies 
because these are the buyers of to- 
morrow, and tomorrow is not far 

4. Radio's great out-of-home 
stor\ is directly linked to the car 
industry, with 42 million car radios 
in use. Nielsen figures show that 
auto tune-in is substantial through- 
out the week. In late afternoon, 
for example, it is the equivalent of 

Monthly sales show selling cars is a year-round business 


Passenger car 















































































aetory sales for 1960 and 1961 show sales are good all year. II advertising were done on a year-round basis 
sales might he more even, according to Adam Young. In 1961 summer months, with the exception of August, sail s are good 

SPONSOR/22 October 1962 


More compact models add to selling complexities 

The Falcon Club Wagon (1). able to compete in many areas, is just one of the 
family-fun vehicles offered by Ford Division for '63. Chrysler-Plymouth adds com- 
pact Valiant convertibles (r). New models intensify already strong competition 

50% of the in-home audience. In 
some markets, weekend auto tune- 
in represents an even greater share 
of the total. 

Creative unity. Creative aspects 
of the national radio campaign 
should be blended with the total 
advertising effort. Theme and copy 
of the commercials should be com- 
patible with the copy used in other 
media. The magazine or news- 
paper headline, the television blurb 
should be adapted to the radio ap- 


These themes can be translated 
excitingly in sound, using the kinds 
of music, sound effects and narra- 
tive to give maximum aural illu- 
stration to the copy points. 

A creative advantage that radio 
offers is that the music, narrative or 
humor can be flavored with par- 
ticular regional characteristics. 

The Young radio proposal rec- 
commends that once the copy ap- 
proach is decided on it should be 

Characteristics of today's car buyers 

Who in household first suggests new car purchase: 





Annual household income of new car buyers: 

Under $5,000 


$ 5,000-$9,999 


$10,000 and over 


Age of new car buyers: 

Under 25 


25 to 29 


30 to 34 


35 to 39 


40 to 44 


45 to 49 


50 to 54 


55 and over 





given maximum repetition without 
too much change. 

An attempt also should be made 
to close the image gap between 
manufacturer advertising, which 
tends to be more missionary in na- 
ture, and dealer advertising, which 
is more hard sell and, in too many 
cases, downright raucous and stri- 

The media plan is keyed to heavy 
frequency and the proper distri- 
bution of advertising balance in 
terms of audience composition. 

In-car listener. Effective radio 
use by car companies would natur- 
ally be molded to take advantage 
of that wonderfully captive audi- 
ence, the car radio listener. More 
new cars are equipped with radios 
today (90%) than with automatic 
transmissions (75%). 

Frequencies should vary by 
monthly periods to adapt advertis- 
ing pressure to sales. October and 
November, 40 to 50 announcements 
a week; December and January, 25 
to 35 a week; February through 
July, 40 to 50; August, 25 to 35 a 
week, and September, 40 to 50 a 

In larger markets the buys should 
be split among at least three sta- 
tions to capitalize on reaching and 
penetrating as many different peo- 
ple as possible. 

Station selection is a brand-by- 
brand consideration. But one ma- 
jor consideration that has been 
lacking in past radio use has been 
the compatability of manufacturer 
and dealer radio buys. 

The tendency has been for the 
company to use certain stations 
and the dealer others. This mini- 
mizes the advertising impact. Great- 
er co-ordination should be devel- 
oped for maximum pressure. 

To reach the greatest number of 
different people, to capitalize on 
the natural advantages of car radio 
and to influence both men and 
women, with an accent on the 
former, it is recommended that all 
buys be spilt three ways among 
Class AA drive time, Class A house- 
wife time and Class B evening and 
Sunday periods. 

Buyer characteristics. Used as 
a mass medium, radio has much to 
offer car companies in reaching 


SPONSOR/22 October 1962 

What radio proposes for auto-makers 

Competition, always present 
in the auto business, is becom- 
ing a life/death struggle be- 
cause of gaining number of 
models offered by each maker. 
Adam Young, president ol 
Adam Young, Inc., here ex- 
amines the advertising solution 
to this dilemma — in particu- 
lar, radio's unique answers. 

Make the schedule meet the people 

Radio is a medium of enormous potential for any adver- 
tiser, but particularly for car manufacturers. 

A careful analysis of car sales shows that consumers 
buy them 12 months a year, with surprising regularity and 
consistency. Radio listening also maintains a steady level 
of listenership throughout the year. This is a natural meet- 
ing place where radio and car selling efforts should be 

We propose a $3 million a year radio plan for individual 
car brands. Such a plan cannot be called expensive. Con- 
sidering that yearly car ad budgets range between $15 mil- 
lion and $40 million, this expenditure is a relatively modest 
investment in year-round penetration, especially consider- 
ing the results it can bring. 

Such a move would maintain heavy advertising pressure 
throughout the year in 200 markets at a cost that can be 
lived with. 

The media plan should be keyed to heavy frequency. 
The frequencies should vary month by month to adapt ad- 
vertising pressure to sales. For example, this kind of 
schedule should be adhered to: October-November, 40-50 
announcements per week; December-January, 25-35; Feb- 
bruary-July, 40-50; August 25-35 and September, 40-50. 

To reach the greatest number of different people, to 
capitalize on the natural advantage of car radio, to in- 
fluence men and women, especially the former, all buys 
should be spit three ways: Class AA drive time, Class A 
housewife time, and Class B evening and Sunday periods. 

Used as a mass medium, radio has much to offer car 
companies. To be effective, schedules should be heavy or 
there should be none at all. The message must be repeated 
to the defined audience the car maker is seeking. 

prospects the) are most interested 
in. New car buyers b\ income lev- 
els show that the majorit) are in 
the broad middle range. 

Annual household income of 
new car buyers; 18.1%, under 
$5,000; 52.6%, between $5,000 and 
$9,999, and 29.3%, $10,000 and 

Car research shows dial the man 
in the household is the one who 
first suggests the purchase of the 
new cai (74.9% to 23.3",, women). 

In addition, 61% ol all drivers 
are men and 39% women. So 
while the woman's role in the new 
car purchase is growing in impor- 
tance, the man is still the domin- 
ant figure to reach. 

How does Detroit presently buy 

Mostly in short and quick takes 
in late September and early Octo- 
ber, running from lour days to 
three weeks. Then, depending on 
the manufacturer, there may be 
additional flights on other occa- 
sions throughout the year. 

Budget methods. Car company 
advertising budgets are generally 
keyed to each new car sale, so that 
in many cases dollars are earned in 
one model year and spent the fol- 
lowing year. 

This can create problems as in 
the case of the ad budgets lor the 
19G2 models. Because 1961 car 
sales were thinner than expected, 
initial 1962 budgets were down. 

Despite this, the Adam Young 
Detroit office says, the Motor ( itv 
can point to certain notable spot 
radio successes of 1962. 

Detroit admen point to Buick's 
use of spot radio, through McCann- 
Erickson, as a breakthrough in 
imaginative use of the medium. 

Buyer Judy Anderson placed 
what she called "blitz" schedules of 
great depth and frequency in one 
market at a time. The results from 
an advertising standpoint were 
considered outstanding and drew 
great praise from the dealers in- 

Another agency whose spot radio 
buys in 1962 drew favorable com- 
ment was MacManus, John and 
Adams. Dick Sheppard and Dave 
Balnaves, who buy for Pontiac and 
(Please turn to fiage 60) 

SPONSOR/22 October 1962 



Dateline : 


on the 
K. C. Scene 

since the 

KUDL . . . SOON 
5000 watts. . . 
and full-time, 

(And YOU know 

what THAT 

means ! ) 


Irv Schwartz 
V.P. & Gen. Mgr. 

Adam Young, Inc. 
Mid-West Time Sales 


Media people: 
what they are doing 
and saying 

The latest one to join the mushrooming list of "available" time- 
buyers in the New York area is Isabelle Stannard who bought for such 
accounts as Kaiser-Roth at Daniel & Charles. 

Despite the fact the number of "lookers" point to a dearth of good 
buying jobs in the Big City, the shoe seems to be on the other foot in i 
other areas. In Philadelphia, for instance, Werman & Schorr is looking 
for a radio/tv timebuyer, and in Washington, D.C., Henry J. Kauf- 
man has the "help wanted" sign out for an assistant media man (or! 

The vacancy at Werman & Schorr may or may not have been 
created by the departure there last week of Fred Koppleman. Fred, 
who for the past six months was broadcast supervisor on Bon Ami, j 
Blumenthal Chocolates, and Jeffrey Martin Laboratories at W&S, 
joined Elkman, Philadelphia, as media director. New Yorkers will 
recall that prior to his Werman & Schorr affiliation, Fred was buying 
on Buena Vista (Walt Disney) for La Roche, N.Y. 


Post affiliation preview palaver 

Special preview held by WC1V-TV (Charleston, S. C.) to announce its 
affiliation with NBC, is talk fodder for (1-r) Donahue & Coe's timebuyer Pete 
Schulte; Bill Lucas, manager, WCIV; Paul Rittenhouse, NBC station rela- 
tions; Everett Martin, WCIV, sales manager; and Howard Petty, NBC 

Other recent agency-hoppers: Dorothy Hoey, longtime Grey, N.Y., 
buyer on P&G, switched to Lennen 8c Newell; Ted Gotthelf's (New 
York) Adele Schwartz is now assistant to Morse International's Mary 
Ellen Clark. 

Promotion dept.: Bruce Wager successfully hurdled the trainee 
obstacle course at Young &: Rubicam, New York, and is now assistant II 
buyer on Borden and General Cigar. 

Account assignments: Reach, McClinton, New York, former print 
buyer Herb Stone, now buying broadcast on Tenn-Eco . . . Irene Bour- 

(Please turn to page 44) 

SPONSOR/22 October 1962 

Hatioml Hews 





State and Local Hews 

•w t 


Newest, earliest, most complete half-hour news wrap- 
up! That's "6 O'Clock Report," featuring national, 
state and local news, sports, weather, and the first 
and only daily editorials on any TV station in the 
area, all in one daily 6 to 6:30 p.m. package. One 
more mighty good reason why Channel 2 is No. 1 with 
Southeastern Michigan viewers ... and advertisers! 


Editorial Comment 





Weather Reports 

Sports Hews 
















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

SPONSOR/22 October 1962 




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

Regional News Q Sports D Weather 
Commentary [] Farm Reports 



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




Get Regional Saturation with local 
"Main Street Radio" coverage . . . 

Rep: T-N Spot Sales TOB f co 

N.Y., Chicago, f^J^Vj 

Atlanta, Raleigh radio network 









gouin, also Reach, McClinton, has added Breck to her other buying 

WCIV-TV's (Charleston, S.C.) recent debut as an NBC affiliate 
launched via a unique videotape preview held in the Charlesto 
Gardens on the 8th floor of New York's B. Altman & Co., attracted 
more than 250 admen. Among them: La Roche's Sandy Moshein; 
Ellington's Mary Dowling; Grant's Jeanette Le Brecht; BBDO's Hope 
Martinez; MacManus, John & Adams' Roger Bumstead; SSC&B's 
Chuck Woodruff; Bates' Don Severn; JWT's Harold Veltman; Ayer's] 
Tom McDermott; McCann-Erickson's John Curran; McCann-Mars- 
chalk's Otis Hutchins; Joe Gans of Joe Gans; Benton $c Bowles' Betty 
Lechner; Y&R's Jerry Baldwin; and Lambert & Feasley's James Wat- 
terson. The party was hosted by Advertising Time Sales. 

Sibling dept.: The latest ones to join our sibling group: Don Carl- 
son, associate media supervisor, Leo Burnett, Chicago, and brother 
Lee Carlson, research director, ABC Television Spot Sales, also Chi- 
cago . . . John M. Van Horson, executive v. p. and account man, Fletch- 
er Richards, Calkins & Holden, New York, and brother E. Gerald 
Van Horson, buver on Boyle-Midway, division of American Home 
Products at Ted Bates, also New York. 


Taft talks tall tower during luncheon 

Chicago timebuyers hear details of WKRC-TV's Cincinnati, new tall towel 
during recent luncheon presentation. Handing out facts and figures are: 
(standing 1-r) Bob Rohde, Katz; Taft's national sales manager, Don Chapin; 
Bill Hansher, v. p. engineering; Sam Johnston, general manager, WkRC-TV 

Can't help wondering: What Miami station WGBS intends to do 
about the clamor for more of those musical telephone cradles which 
they had distributed to media people recently? The demand for the 
cradles which emit soothing, tinkling notes from the score of "Sound 
of Music," has reached near black-market proportions. Rumor has it 
that Mary Martin, who starred in the musical, got wind of the phone 
cradles and managed somehow to latch on to one. ^ 


SPONSOR/22 October 1962 | 


of Rochester TV. . . 


(a look into the Rochester TV future 
with Ervin F. Lyke, President of W ROC -TV Channel 8) 


Forget the population growth in the Rochester area and 
there will still be a bigger TV audience because of the addi- 
tion of a new channel. This has been the pattern in cities 
all across the country. With a larger audience Channel 8 
will continue to have more viewers. In survey after survey, 
WROC-TV is the No. 1 station in Rochester. 


Sales of color TV sets are way up. With 70% of WROC- 
TV's nighttime shows and 50% of afternoon programs in 
color, more area viewers are tuning in Channel 8 — the only 
Rochester station carrying a regular color schedule. 



This prediction is based on a number of key factors: 1) 
Continuing surveys; 2) NBC's strong fall and winter pro- 
graming; 3) Color TV, exclusive on Channel 8; 4) WROC- 
TV's exciting local news, weather and sports shows. 

Among Top Color TV Shows ONLYon Channel 8 

Saturday Night Movie 
Meet the Press 
Walt Disney's World 
Price is Right 
Brinkley's Journal 




Andy Williams 

Sing Along with Mitch 

Jack Paar 

Perry Como 

WflV $400,000 transmitter 
makes viewing great 
on Channel 8 







P0NS0R/22 October 1962 



To reach Main Street, 
U.S.A., turn at Mutual. 

Whatever your market — teen 
age, young marrieds, execu- 
tives—you'll find a buying 
audience on Main Street, 
U.S.A. And who owns Main 
Street? Mutual Radio. With 
453 listenable affiliates every- 
where. Pick your market 
and head for Main Street, 
U.S.A. Check the signpost 
and turn at Mutual Radio. 
LANDMARK: Mutual Radio 
delivers 97 of the top 100 
Main Streets in America. 

mutual Radio I am 

A Service to Independent Stations 




Most of us who remain in the business button up our lips and dci 
no sneering, at least for the outside world. 

But I suggest that most of us (and I think this is particularly truej 
of high level agency executives) have a horrible suspicion gnawing 1 
at our vitals like the Spartan boy's wolf, that "life is real: life isy 
earnest and the agency commission is not the goal." 

That is why we get so violently upset when we are attacked by 
highbrow critics. We are deeply, secretly afraid that advertising is 
really kid stuff, and that we are men doing a boy's work. 

But are we? 

Frankly, I don't think so. I believe that advertising is an honor-. 1 
able, difficult, demanding, absorbing, and wholly grown-up profes-l 
sion. But 1 am afraid that many of us in the business suffer from a 
peculiar occupational neurosis — we are still madly infatuated with, 
the picture of the boy we once were, and of the man we hoped to be. I 

And that, 1 think, is our trouble. 

When we were very young 

Our trouble really steins from the kind of guys we were when wel 
entered advertising. And here, if we're going to explain the problem, 
we shall have to do a little boasting. 

Beyond any question, the typical young man who makes a success 
of the business, starts as a superior human being. 

He is almost invariably bright, articulate, sensitive, imaginative, 
adaptable, with a wide range of interests and potentials. 

He is often a writer (of the 12 agency heads pictured on the Time 
cover, 10 once wrote copy) and frequently artistically inclined. 

He has, of course, a gift for business, but it is usually only one of 
many gifts. And in the end, it is his versatility, or the memory of 
his versatility which traps him. 

For what he hopes from advertising is the full expression of all 
his talents and potentials. And this of course, is impossible. 

But the memory remains, remains as he moves up the ladder, 
remains to haunt and torment him with reproaches of unfulfillment. 

And, living constantly with these inner self-reproaches, he tries 
constantly to escape them. 

Sometimes he tries to escape with ulcers or alchohol. Sometimes 
by plunging into a make-believe world of new tags and labels, by 
pretending that he is not really in advertising, but in "marketing" 
or "communications'' or, heaven forbid, "science." 

Sometimes his escape takes the form of devising high-sounding 
(and not very convincing) catch phrases about his mission. 

He tells himself proudly that he is the "catalyst of the country's 
consumption economy," or even the "architect of a growing, pros 
perous America." 

But none of these provide any real relief for our "Adman in Quest 
of his Youth." For none come to grips with his dilemma. 

Do you think 1 exaggerate this? Perhaps I do. But 1 still say that 
our real image problem is with ourselves, not the outside world. 

And I still say that the 4As and the ANA could do well to concen- 
trate on this. For what most of us need is not some great big shiny, 
chromium-plated, image-building p.r. program. 

What most of us need is a more meaningful and satisfactory 
personal philosophy about our work. ^ 

SPONSOR/22 October 1962 

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 [h 

Viewers ^i^ J Peters Griffin Woodward 



P0NS0R/22 October 1962 



(Continued potn page 29) 

Shelley Berman recorded the col- 
lege radio commercials. 

As for the "Punt, Pass 'n' Kick" 
competition, it is now in its second 
year under the auspices of Ford 
dealers and the National Football 
League. Last year 205,000 boys 
participated. The goal is 500,000 
this year. Four thousand Ford 
dealers are involved in the contest. 

R. L. Shugg, Jr., account repre- 
sentative, Detroit office, J. Walter 

Thompson, said that all Ford deal- 
ers and the NFL were enthusiastic 
about the project. "This gives the 
Ford dealers an opportunity to pre- 
sent to their communities an out- 
standing youth event," Shugg de- 
clared. "Not only does it improve 
dealer image with the boys them- 
selves but it stimulates the whole 
community's feeling toward the 
Ford dealer. The National Foot- 
ball league is also very happy to 
participate since they too want to 
improve their image with the young 
boys and their parents." 

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. 






Damone in commercials, spon- 
sor asked Buchanan what was the 
fate of The Lively Ones} What 
were its chances of a return engage- 
ment? The answer isn't in yet, but 
Ford is making good use of Da- 
mone in special commercials inte- 
grated into the current crop 
Ford-sponsored programs. Also, D 
mones' "dates" in The Lively Ones 
are seen, from time to time, in 
Ford's new crop of commercials. 

The young adult market which 
advertisers have been cognizant of 
for many years has blossomed out 
recently in tv programing, accord- 
ing to Eugene Gilbert, president of 
Gilbert Youth Research. Gilbert 
observed that this is "obviously due 
to the many efforts by other media 
to show the importance of this age 
level." Gilbert thought the special 
magazines and radio shows were 
just a few of the areas where heavy 
concentration has been developed. 
He was certain that most major 
buying decisions were made by the 
time a person reached this age level. 

Young families. Sixty per cent 
of all first children in families are 
born to mothers 24 or under, Gil- 
bert observed, adding that 50% of 
all first marriages take place by the 
time the girl reaches her 20th birth- 
day. "These are just a few of the 
reasons that marketing people are 
pleased with tv's efforts to attract 
this group," Gilbert said. 

Neal Gilliatt, senior v. p., >fc- 
Cann-Erickson, and management 
service director on the Coca Cola 
account, emphasized that "for three 
generations Coca Cola has been the 
favorite drink of young people. 

"The advertising has consistently 
showcased young people in youth- 
ful situations and activities," Gil- 
liatt continued. "Yet we know that 
the total mood generated by these 
ads appeals to teenagers, young 
adults and their parents. A planned 
part of this program includes the 
placement of advertising in media 
which we know reach the youth 
market; disk jockey radio, youth 
magazines, and tv spots in and 
around programs which have the 
greatest impact on this important 

The theme, "Noiv It's Pepsi for 
Those Who Think Young," both 
in tv and other media, went from 
BBDO right smack to the masses 


SPONSOR/22 October 1962 


No goofs, no fluffs 
Scotch^ brand Live 

Whether a slip of the hand, tongue, camera, 
lighting or direction, it can be found and fixed 
immediately when the show or commercial is 
produced on "Scotch" brand Video Tape. And 
video tape assures the picture quality that's live 
as life, without the risk of an on-the-air fluff. 
Tape plays back the picture moments after shoot- 
ing, helps find flaws that defy detection during 
the actual "take." You can check every detail — 
sound, lighting, focus, pacing, delivery — while 
everyone is still on the set, ready for a re-take if 

Video tape performs instantly for special effects, 
too! No waiting for days, weeks, while lab work 
and processing laboriously create an "effect". Not 


Action Video Tape! 

only are you ahead in time savings, but in cost 
savings as well ! 

Immediate playback plus today's easier-than- 
ever tape editing makes short work of last-minute 
changes, permits quick insertion of new material 
in existing footage. And "Scotch" Video Tape, 
for both black-and-white or color, provides out- 
standing "presence" to enhance commercial mes- 
sages, network and local shows, as well as closed- 
circuit presentations. 

A free brochure, "Techniques of Editing Video 
Tape," provides samples of current editing prac- 
tices, plus examples of special effects created on 
tape. For your copy, write Magnetic Products Di- 
vision, Dept. MCK- 102. 3M Co.. St. Paul 1 9. Minn. 


magnetic Products Division 



iPONSOR 22 October 1962 


of young people (although oldsters 
weren't prevented from joining the 
circle) . Commenting on the effec- 
tiveness of the campaign aimed at 
a nation "on a record binge of 
youth-mindedness," John J. Sough- 
an, v.p. and director of marketing 
services, Pepsi-Cola Co., told spon- 
sor that "Pepsi-Cola's tv commer- 
cials, quite likely the most success- 
ful in the soft drink industry, are 
distinguished primarily by the ap- 
pearance of bright, lively, youth- 
ful people generally in the age 
range of 19 to 25. 

"The reason for this particular 
selection of people is the most obvi- 
ous of all: people of this age range 
— the younger set of America — rep- 
resent the best potential customers 
for soft drinks," Soughan said. "A 
second, but still primary, reason is 
that people in this age group rep- 
resent the largest single market 
category in America. And, not so 
incidentally, this age group is grow- 
ing at a more rapid rate than any 
other. Predictions are that by 1970, 
Americans from the ages of 19 to 
30 will make up the vast portion of 
our population. 

The strong interest in the youth 
market currently being shown by 
alert-minded advertisers is not a 
new phenomenon, but a logical ex- 
tension of a growing trend over the 
last decade, in the opinion of Boris 
Lorwin, executive v.p. of Glick & 
Lorwin, an organization that pro- 
vides educational counsel and spe- 
cialized public relations to corpora- 
tions and such. 

What is new this year, according 
to Lorwin, is the growing number 
of advertisers who have come to 
realize that effective penetration of 
the youth market "is quite a trick 
and requires an approach all its 
own." Lorwin cited the recent Ford 
campaign as an outstanding one. 

"The spendables." An ideal 
term to describe the youth market 
would be "the spendables," as Max 
Tendrich, executive v.p. and di- 
rector of media, Weiss & Geller, 
phrased it. "They have the spend- 
ing money for their own needs and 
wield strong influences in certain 
buying decisions of the family." 

In the opinion of William H. 
Hylan, CBS TV Network senior 
v.p. of sales, there's no general 

BIGGER than 

One Buy Delivers 


plus 1 1 counties in Wyoming 
at lower cost per thousand 

SKYLINE TV NETWORK delivers 10,100 more 
TV homes than the highest rated station in 
Sacramento-Stockton at nearly 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. 


KFBB-TV Great Falls 
KOOK-TV Billings 
KBLL-TV Helena 
Satellite to KXLF-TV 


P.O. Box 219) 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 


trend in terms of advertisers seek- 
ing a "so-called 'young adult' audi- 
ence." "Actually, unless a program 
is deliberately slanted toward a spe- 
cial audience, an advertiser can 
hardly miss this age bracket, be- 
cause the young adult segemnt of 
our population falls into the heavy 
viewing category," Hylan main- 
tained. "We should not confuse 
the efforts being made by an indi- 
vidual advertiser to establish a 
youthful product image through 
skillful use of the commercial with 
audience trends. Programs, not 
commercials, create audiences and 
determine their nature." 

On all networks. Still another 
example of appealing to the young 
adult market on tv is currently be- 
ing demonstrated by American Mo- 
tors. E. B. Brogan, automotive ad-fl 
vertising manager, American Mo-fl 
tors Corp., told sponsor last week 
the company's 1963 models "open 
up the door to a lot more sales to 
the young segment of the market." 
For the first time, network tv par- 
ticipants on all three major net- 
works have been slotted for the 
Rambler announcement period. 

Brogan said his company expect- 
ed to reach 122 million tv viewers 
with the expanded '63 coverage. 
Additionally, 20 Rambler radio 
spot commercials will be aired 
every weekend on NBC Monitor 
for the seventh straight year and 
18 radio spots on week-end ABC 

A vital segment. Dean Shaffner, 
director, sales planning, NBC TV, 
said that young adults are a vital 
segment of the consumer popula- 
tion, valuable because of their 
above-average willingness and abil- 
ity to purchase a wide range of 
products and services. But, he also 
pointed out that a special Nielsen 
survey of tv homes reveals that con- 
trary to a commonly held belief, 
homes with housewives between 
the ages of 35 and 49 constitute the 
most valuable consumer segment. 

"There is abundant evidence that 
network tv is particularly effective! 
in reaching the young adult with a ( 
variety of programs that have spe-I 
cial appeal to this age group," 
Shaffner declared. He noted that 
no single network has a monopoly 
on these types of programs, nor do 
they fall into neat categories. ^ 

SPONSOR /22 October 1962 

Rich, rich, southern New England loves the sounds of America 




■■'.■■•V :\ 

! H I fc* 



A musical and verbal portrait of the United States, past and present 

,.....,,..'*.. PROGR AM MING THE REST nF eeeeseeeeeeft6issse6 * js<)es€)s 






History and Customs Prose and Poetry 

Furniture and Cookery Books and Printing 

Art and Art Objects Fads and Foibles 



Monday through Friday 
2:05 - 3:25 p. m. 


WTICt Radio 50,000 watts 




;P0NS0R/22 October 1962 


Y'all Can Brang 

Yer Geetar, too, Cause 

This'ns Gonna Be 

Uh Reeuul Swangin' 

BPA Doin's 

In Bee-Ug D 

Whyncha pack yer bag, bring the 
leetle lady and all the young'uns 
and stay a spell. 


(Continued from page 31) 

of Toledo, a firm that grossed in 
the millions and earned in the 
hundreds of thousands. 

In 1926 the tube company was 
merged into the Elyria Iron and 
Steel Co., which became the Steel 
and Tube Division of Republic 
Steel Corp., Cleveland. Storer was 
named vice president in charge of 

It was in Cleveland that the fu- 
ture broadcaster's skills as a busi- 
nessman were first severely tested. 
He inherited a division that lost 
$29,000 the first month he was 
there. The last month he was in 
charge, less than a year later, the 
division showed a profit of over 

Beginning of oil. Successful as 
this year had been, Storer yearned 
to work for himself. And so he re- 
turned to Toledo to form, with 
members of his family, the Fort In- 
dustry Oil Co. The oil business 
had been in the back of his mind 
for some time. Earlier he had 
gazed from his Toledo office, 
watching trucks unload gasoline at 
a service station across the railroad 
tracks from his plant. 

An idea of great simplicity went 
through his mind. Why not a short 
siding into the service station, un- 
load right from the tank car, save 
the trucking costs, and pass the 
saving to the customer? 

On to Detroit. Shortly after the 
new company was off and running, 
George Storer was back in the steel 
business. He went to Detroit in 
the sales office of the American 
Metal Products, a specialty com- 
pany then not too prosperous. 
Storer was soon selling specialized 
items to Ford, General Motors, and 
Chrysler. A year later, he bought 
the company for $300,000. By the 
end of 1929, American Metal 
showed a profit of $650,000. Its 
name was changed to Tubeweld, 
and later to Standard Tube Co., a 
firm now listed on the American 
Stock Exchange. Storer Broadcast- 
ing owns 51% of the firm's B 
shares. George Storer is chairman 
of the board and both he and his 
eldest son, George, Jr., are direc- 
tors. It was during his years man- 
aging this company that Storer be- 

came a friend of the late Henry 

Meanwhile, Storer still had one 
hand in the broadcast industry. 

Radio's attraction. By 1931 
Storer withdrew entirely from the 
oil business, selling his company to 
Standard Oil of Ohio, and drop- 
ping "oil" from the corporate title. 
The same year he purchased 
WWVA, Wheeling. It was during 
the next 15 months that he oper- 
ated WMCA, New York. After he 
dropped his connection with the 
New York outlet, the company 
steadily acquired more properties 
during the years 1935-40. They 
were WMMM, Fairmont, W. Va., 
WLOK, Lima, O., WHIZ, Zanes- 
ville, O., and WAGA, Atlanta. In 
1944, WGBS, Miami, became the 
seventh station in the Storer group, 
the maximum allowed under FCC 
rules. It is in Miami that Storer 
Broadcasting (so named in May 
1952) makes its headquarters. 

After World War II, in which he 
served from 1943-45 as a lieutenant 
commander and later commander, 
Storer made steps that would turn 
his broadcasting company from a 
relatively small one to one of the 
largest. He saw that the post-war 
economy was ready to boom and 
immediately started to expand with 
his first purchases in television. 

Gilt-edged as the investment 
looks today, financing of the under- 
taking was one of the more difficult 
projects of Storer's career. For he 
wanted not one station, but the 
legal limit. From July 1948 to 
March 1949, the company launched 
WSPD-TV, Toledo, WJBK-TV, 
Detroit, and WAGA-TV, Atlanta. 
Two other television properties 
were purchased later, WJW-TV, 
Cleveland, in 1954 and WITI-TV, 
Milwaukee, in 1958. In the process 
of buying and selling, Storer (a 
confirmed take-a-chance man) tried 
uhf, too. It didn't work in a v-u 

Service and profit. Throughout 
his career in broadcasting, George 
Storer has made the combination 
of public service and operating for 
profit a success where other broad- 
casters have failed. He was deter- 
mined that the only way to expand 
his firm was to upgrade the markets 
he served. Since the FCC limited 
ownership to seven radio, five vhf 
and two uhf tv stations, he rea- 


SPONSOR/22 October 1962 

soned that the only true potential 
growth would spring from better 

But even in the smaller markets, 
where many of his early radio sta- 
tions were, it was Storer policy to 
upgrade every property. In most 
instances he purchased radio out- 
lets operating at a financial loss or 
n a low-profit position which made 
it impossible for the station to 
serve the community adequately. 
Storer provided modern equipment 
and facilities, network affiliations, 
and eventually put each station in 
a strong financial position. His op- 
erating credo: find the right people 
to manage the property; let them 

A leader in editorializing tech- 
niques, each station editorializes 
egularly. In three tv markets the 
Storer station is the only editorial 
Voice other than newspapers. Edi- 
torial conferences are held five days 
a week at all twelve stations. 

Each a working role. George 
Storer's four sons have, for several 
pears, been in active management 
in the broadcast operations. George 
Storer, Jr., succeeded his father 
is president in 1961, after serving 
with the company 15 years. An- 
ther son, Peter Storer, has been 
president of Storer Television Sales 
since it was founded just two years 
.go. James Storer is general man- 
ger of WJW radio, Cleveland, 
on Robert is promotion director, 
KGBS, Los Angeles. 

Storer Broadcasting now employs 
ome 800 people, maintains one of 
he more stable stocks on the New 
ork Stock Exchange. For most of 
he eight years it has been listed, 
he stock has remained between 
2714 and 33i/4. Aside from its ma- 
jority interest in Standard Tube, 
torer Broadcasting wholly owns 
he Miami Beach Sun Publishing 
]o., and has smaller interests in 
ther firms. 

Life on the ranch. An avid golf- 
r and the winner of many tro- 
»hies, Storer's chief executive pres- 
sntly shoots to a 10 handicap. He 
s an ardent fly fisherman and a 
loating enthusiast. His main 
eisure interest, however, is the de- 
velopment of the Storer ranch at 
Saratoga, Wyoming, where he is 
constructing a championship golf 
ourse, home sites, and raising prize 
black angus cattle. ^ 

Chicago's most favorable 
location for the communications 
and advertising industry 


645 N. Michigan Avenue 
Chicago 11, 111. 

For rental information contact 

Scribner & Co. 

38 S. Dearborn Street 
Chicago 3, 111. 
Central 6-4204 

JPONSOR 22 October 1962 



WARREN DOREMUS, Director of Public Affairs, WHEC-TV 


In every Television community there is ONE station that 
seems especially conscious of its civic responsibilities. 

In Rochester, New York, that station is WHEC-TV. 
Highlighting our extensive and continuous Public Service 
produced and directed by the WHEC-TV Public Affairs 
Department, Warren Doremus, Director . . . 


A documentary series dealing with important 
social, economic and cultural matters — employ- 
ing sound film, videotape and live techniques. 
Programs have embraced such subjects as: 

• A Day in the Life of a TV News Department 

• Behind the Scenes of a Modern Police Bureau 

• Wheels, Wings and Rails — city transportation 

• The Graduate — the future facing the class of 

• Adventure — SCUBA Diving 


A discussion series with subjects of current interest and 
importance to people of the Rochester area, ranging from 
panels and interviews to political debates in the traditional 
form. Subject matter has included: 

• Integration in a Northern City 

• Medicare for the Aged 

• The High School Drop-Out 

• Emotionally Disturbed Children 

• Current Elections — National, State, Local 

Among the guests: Governor Rockefeller, Ambassador 
Lodge, Supreme Court Justice Douglas, Governor Brown of 
California, Eleanor Roosevelt and local civic leaders. 





SPONSOR 22 October 1962 


22 OCTOBER 1962 / cwiaM twa 

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

Major distributors of feature motion pictures to TV sent a battery of high- 
priced lawyers to argue that the Supreme Court should lift a District Court in- 
junction against block booking. The Justice Department argued that the lower 
court decree should be stiffened. 

Neither side mentioned the far reaching possibilities of the final decision, but this was 
pretty clear. The Supreme Court could influence a step-up on Justice Department 
activities with respect to TV or it could apply the damper, depending on the decision 
in this case. 

Distributor lawyers, headed by Louis Nizer, argued that the selling of feature films 
to TV is highly competitive, that those accused do not account for a major part of the total 
supply. They added that nobody had charged them with monopoly or conspiracy, and they 
agreed that in this field it is the TV stations rather than the distributors who hold the 
bargaining power. 

Justice, represented by Daniel M. Friedman, stood squarely on the Paramount case in the 
motion picture industry, holding that distributors may not require the taking of unwanted 
films to secure wanted product. Friedman asked the Supreme Court to wipe out the lower 
court decree provision that a distributor may withhold individual films until he 
can canvas a market to see if somebody will take the entire package. He also asked a 
new provision that individual films may not be priced so high in relation to the price of the 
total package that a station would have to take the package. 

Nizer, Myles J. Lane, Justin M. Golenbock and Mervin C. Pollak said the Paramount 
decree has no place in TV. They said the major distributors control most of the prod- 
uct for theatres and feature films represent 100 percent of their available product. TV not 
only has a variety of different types of programing to compete with feature films, but there 
is no monopoly by any group of distributors. 

The Supreme Court can affirm or reverse the lower court decree, or it can itself dictate 
new terms. The more the Supreme Court intrudes itself into the final settlement, the 
mere momentous the case will be for television, because the clearer the precedent will be. 

Roy Battles, director of the Clear Channel Broadcasting Service, confirms 
that at least nine of the 13 members of the association are set to apply for super- 

These applications will likely jar the FCC off dead center, where it has been sitting 
since the House passed a resolution asking it to consider higher power for clear channel stations. 

WSM, WLW, WSB, WJR, WHO and KSL will apply for higher power immediately. 
KFI, WGN and WHAS will apply as soon as engineering work on their applications is finished. 
WBAP, WFAA, WHAM and WOAI have not been heard from. Members of CCBS are inde- 
pendent stations. Network-owned and Westinghouse-owned stations have not signified their 

The House resolution was aimed to counter a long-ago Senate resolution asking the FCC 
to hold off on approval of higher power, and it was also aimed at forcing the Commission to 
abandon at least for a year plans to allow second nighttime services on half of the remaining 
clear channels. 

The FCC hasn't moved in any direction since passage of the resolution, but 
nobody doubts that the Commission will hold off on any new stations on the clear 
channels. Action on higher power defies prediction. There was some talk about per- 
mitting one Or a few stations to try 750 kw on an experimental basis. The wholesale applica- 
tions should jar the FCC into taking actual steps of one kind or another. 

VfltSOR/22 October 1962 



22 OCTOBER 1962 / Copyright 1962 

A round-up of 

trade talk, trends and 

tips for admen 

Columbia Pictures was reported last week as looking for another roost for its 
ad account, estimated at around $1.5 million. 

The business is now at Donahue & Coe. 

ABC TV's switch of Tennessee Ernie Ford to 12 :30-l p.m. reflects, if nothing 
else a determination to protect its biggest daytime investment. 

Ford's deal with the network is three years firm ($22,500 above line and $30,000 
for the entire strip per week), which adds up to an over-all obligation of $4.7 million. 

Also involved in the Ford deal was the Jane Wyman library of 78 half -hour films 
(three plays), figuring around $3.2 million and the delivery next season of an hour series 
called the Best Years, which could mean another $4,5 million. 

Sigurd Larmon's retirement from Y&R — it takes effect at the end of this 
year— entails the cracking of quite a fiscal nut: how the agency can most conveni- 
ently muster the several million due on Larmon's agency stock. 

Y&R consulted JWT on the problem since there was a related situation involving Stan- 
ley Resor. The recommendation: let the employees' trust buy the stock. 

Veteran JWT account boss and stockholder Ken Hincks is slated to take up 
retirement at Charlottesville, Va., the first of February. 

His longtime administration of the Lever account will pass into the hands of Don 

If you have any doubts as to ultimate reaches of tv network control over pro- 
graming today — acourse spurred by FCC Chairman Newton Minow, you might 
take note of this: 

It's become extremely rare for a freelance producer to undertake a pilot with- 
out first consulting with a network as to (1) possibilty of scheduling and (2) fi- 
nancial backing by the network. 

In other words, the freelancer is hemmed in by the wisdom and decision of but three 
outlets for the product. 

And it's still tougher when it comes to entertainment specials. The networks are 
not interested, with rare exception, to proposition for a special — even if the packager 
can put together the right script, stars and director — unless sold in advance to a spon- 
sor who needs it for a specific merchandising tool. 

Perhaps one of the toughest adjustments in job transitions over the years 
has been that of people coming from network into spot representation. 

Reps have a logical reason for this. The basic concepts, key thinking and pre- 
mises of the two areas of the business are diametrically opposed — that is from the 
station point of view. Fundamentally, the station can't be treated in the same fash- 

To the average station the network is a sort of Santa Claus, while the rep fills a 
role that in a way is related to that of a football coach. 

Five successive years of gain for a station makes the rep a hero, but let there be one 
bad year and he's a bum — even if it's due to the station's loss of audience. 


What can you do with 50,000 watts? 

We chose the latter. 

WE BOUGHT KTHS, Little Rock, changed the 
call letters to KAAY. KAAY is the only com- 
munications medium servin g the entire state of 
Arkansas. Good buy for us. Good buy for you, too ! 



Nashville 3, Tennessee 

WAKY, Louisville; WMAK, Nashville; KEEL, Shreveport; KAAY, Little Rock 
KAAY is represented nationally by MTU Representatives, Inc. 


(Continued from page 33) 

An entire family can watch a 
western, such as Gunsmoke, while 
investing less than 1 cent of their 
individual annual advertising cost 
:)f $65. The cost per 1,000 homes 
mewing The Untouchables is only 
i lit tie over $3. The average hour- 
lout- public affairs show in 19(51 was 
viewed in three homes for just 1 

An even lower cost can be com- 
puted for radio advertising and the 
1,700 stations which serve "in the 
public interest." 

For all its shortcomings, and it 
has some, advertising has made pos- 
sible the broadest dissemination 
r>f information and entertainment 
\er witnessed by man. Whether 
your taste runs to Lawrence Welk 
r>r the New York Philharmonic, 
Maverick or Meet the Press, you'll 
gree that anything that does so 

uch can't be all bad. ^ 


(Continued from page 36) 

esults indicate that the Breck com- 
pany image is so strong that view- 
ers were responding on the basis 
of whether they would like to try 
or use any Breck product, rather 
than responding to a particular 
Breck product such as Banish, Hair 
Set Mist, or Creme Rinse. Indi- 
vidual product image or identifi- 

ation was very weak. 

Commercials. As a co-sponsor of 
Going My Way, Breck will be the 
major sponsor of a one-half hour 

egment one week and a minor 

ponsor the next. During the next 
50 weeks Breck will have 75 min- 
utes of commercial time. 

Sharing the sponsorship with 
Breck will be Miles Laboratories 
and the American Tobacco Com- 
pany. Other spot sponsors will ad- 
vertise on an individual program 

Approximately eight new com- 
mercials featuring different prep- 
arations have been produced by 
Breck for the new series: shampoo 
commercials, generally one minute: 
spray, 30 seconds or one minute; 
Breck Creme Rinse, 30 seconds, 
and Breckset, one minute. 
Breck's two agencies are each in 

charge of different Breck prepara- 

Reach, McClinton handles Breck 
Hair Set Mist, the three shampoos, 
and miscellaneous preparations: 
N. W. Ayer handles Banish and 
Children's Shampoo. Both handle 
the print and broadcast for their 
own preparations. It was N. W. 
Ayer's idea that sparked the Going 
My Way series. 

Four girls were chosen for each 
shampoo commercial: one for the 
Breck girl and three to represent 
the three different shampoos — for 
dry, regular, and oily hair. The 
girls are chosen on their poise, 
their hair, face, appearance, and 
general manner. The company 
tried to stay away from girls who 
were too fashionable or sophisti- 
cated, and tried to pick girls a lit- 
tle better looking than the "girl 
next door." In print the company 
used girls who were not models, 
but on tv the union requires Breck 
to use professional models. 

"Many times," Hughes said, "we 
changed our storyboard because 
we sensed that the model had some 
special ability. The average cost 
for making a Breck tv commercial 
is between $8,000 and $10,000. 
Moreover, residuals are very high 
with all those girls," he pointed 

Since 1936, pastel paintings for 
advertisements have been done of 
each of the Breck girls. At present 
the paintings are done by a special 
artist in Boston. After they are 
used, they serve as decorations in 
Breck homes and offices. The orig- 
inal Roma head done in 1936 has 
been used to represent the com- 
pany image since then. It introduces 
Breck-sponsored programs and each 

Pretesting spots. Just to make 
sure the commercials are effective- 
ly delivering the Breck message, a 
project for testing was recently in- 
augurated. An invited theater au- 
dience evaluates the commercials. 
A "rough" commercial is shown to 
a group of 700 men and women 
who are asked to give their im- 
pressions. Their responses serve as 
a guide to the reaction of a na- 
tional audience. 

The "square" image. "We are 

often told bv theorists that oui 

Can anybody claim more loyal 
\ieuers? Our metro share in 
prime time is 90' < . and homes de- 
livered top those of any station 
sharing the other 10%. {ARB, 
March. 1962 1 To cover this in- 
fluential market, such loyalty 
means the big buy for North 
Florida. Soutb Georuia. and 

Southeast Alabama is 




S'ational Representatives 

SPONSOR/22 October 1962 




"Real George!" 

. . . the new drink called 
"Stocks-on-the-Rocks," despite 
the low spirit content, it de- 
livers a powerful kick dead 

♦ center. 

wtrf-tv Wheeling 
ANY MAN resting on his laurels is wearing 
them in the wrong place! 

Wheeling wtrf-tv 
PARTY STUPOR! Hostess: "Honey, what will 
I do with the party leftovers?" Host: "Call a 

wtrf-tv Wheeling 
PARTY WHOOPER! Two drunks blundered 
into a girl's dormitory on the way home one 
night. One lost his head and ran; the other 
remained calm and collected. 

Wheeling wtrf-tv 
YES, WE'D SAY a guy is down on his luck 
if he gets seasickness and lockjaw at the 
same time. 

wtrf-tv Wheeling 
THATAWAY! Hear about the girl who was 
attacked right in the middle of Broadway? 
She thought it was Grand! 

Wheeling wtrf-tv 
of the restaurant. One night a hungry bum 
knocked at the back door and asked for a 
bite to eat. The woman angrily slammed the 
door in his face. A few minutes later, he 
knocked again and when she answered, he 
quickly asked, "May I speak with George?" 

wtrf-tv Wheeling 
name of this story. It's about successful ad- 
vertisers who have REPutable Hollingbery 
arrange spot schedules hitched to a bonus 
merchandising Brandwagon rolling in extra 
profits in the Wheeling-Steubenville Indus- 
trial Ohio Valley. Get the exciting details of 
the WTRF-TV picture and revealing develop- 
ments from Rep George and his Wheeling 
Brandwagon braggin' cohorts. Ask 'em for a 
set of WTReffigies, our Adworld close-up 
frameables, too. 




I Wherever 
They Live. 


Within the 8,000 sq. 
miles that encircle 
South Bend live 1.3 
million people. And 
wherever they live in 
this area the powerful 
WSBT-TV signal can 
reach them, thanks to 
our new 1047 ft. tow- 
er and 498,200 watts. 
Get the facts on The 
New World of 
WSBT-TV. It's a $2 
billion market, and 


Channel 22 

H. Raymer, National Representative 

image is square, old-fashioned, and 
all wrong for our product," says 
Werner Michel, v. p. of radio and 
television, of Reach, McClinton. 
"But sales go up and up," he 

An agency copy supervisor for 
Breck, Gertrude Van Hooydonck, 
explains, "We are trying to sell 
specific products within a refined, 
American, traditional scope. At 
the same time we are not a bunch 
of squares. Our straight, sincere 
image is for real. 

"Some people think the Breck 
image is made up by Mr. Breck, 
who sits in his backyard thinking 
it up leisurely. They think this 
because the image is so plain, un- 
slick, non-commercial, and honest. 
Yet, there has been a great deal of 
thought put into this. In theory 
ad educators and experts say we're 
all wrong, but I think we've proved 
it works," she continued. 

John Hughes says, "It has been 
difficult to get exactly the same 
image on tv as we have in print, 
but in view of increasing compe- 
tition advertising on tv, it has be- 
come very important for us to do 
— and do well." 

"The problem is this: Certainly 
it is not possible for Breck to do 
on tv exactly what it does in print, 
but we can create the same mood 
through careful selection of the 
model, setting, and style of copy. 
We can't use our well-known pastel 
colors, but tv has the advantage 
of movement. In all, we think we 
have created the same spirit." 
Hughes termed the recognition of 
Breck's image by the public "amaz- 

Tv buys. Five years ago Breck 
became a major network tv night- 
time sponsor. The co-sponsoring 
of Shirley Temple's Storybook with 
Sealtest on NBC, a series of 14 
one-hour specials, was the com- 
pany's first big buy in the medium. 
This was dropped when the show 
began drawing more and more 
kids, and less adults. Next came 
the Breck Sunday Showcase and 
the Breck Family Classics. Last 
year the company sponsored five 
Breck Golden Showcase specials 
which were highly successful in at- 
tracting a predominantly female 
audience. Breck highlighted the 
season as co-sponsor of The Power 

and the Glory, starring Lawrence 

Breck has always used network 
more than spot. This year the com- 
pany is using spot tv in 14 or 15 
markets with sales potential (the 
spot billings being only 6% of the 
tv allocation) . % 


{Continued from page 41) 

Cadillac, respectively, have gotten 
away from what in the past was 
a set pattern of a 12 plan in drive 
time and little else. 

Scheduling transition. For many 
years this was considered standard 
buying procedure, but today's more 
imaginative buyer is using combi 
nations including nighttime, Satur 
day and Sunday time. The weekend 
buys are obviously aimed at the 
family car on the road. 

Woody Crouse of BBDO, De- 
troit, is credited with developing 
and experimenting with new wayl 
of buying radio. 

One of his innovations last year 
on behalf of Dodge Trucks was to 
buy fringe newscasts, nothing else, 
His object was to reach the busi 
nessman and farmer. In terms of 
announcements, he is known to 
favor very heavy schedules, buying 
deep in every market. 

D. P. Brother is an agency that 
uses radio with a considerable de- 
gree of regularity. It buys spot 
radio for Guardian Maintenance 
with schedules running approxi- 
mately 32 weeks a year, and with 
some regularity for Oldsmobile. 
Spots are generally bought con- 
servatively on the drive time basis 
although Guardian will schedule 
spots around sports events. 

Campbell-Ewald Inc., buying for 
Chevrolet, formerly a heavy spot 
radio user, recently returned to the 
medium with a clean-up schedule 
in August and an introductory buy 
in late September and October. But; 
they have yet to return to the 40- 
week continuous buys they used to 

The Detroit office summarizes 
the essentials of the Young radi 
proposal: "Buy heavy schedules o: 
none at all, and repeat the messag 
to the defined audience you are 


SPONSOR/22 October 1962 

. . . that's how quickly ARE Overnight Surveys deliver needed audience data. It's also 
an important reason more and more stations, agencies and advertisers depend upon ARE 
during crucial periods of change in television scheduling. 

Whether it's a change in competitive strength, in audience reaction to a new program 
or the need for additional decision-making data, practical telephone coincidentals can 
deliver overnight results for virtually any market. Yet, they are flexible enough that, 
at low cost, surveys can be tailored to deliver additional information on program-type 
preference, personality identification or commercial 

preference at the same time. i^£^m\ AM ERIC* AIM 


ARB Coincidentals make television planning com- 
plete. You have the information you need, when you 


need it — overnight ! 



Discover the full advantages available in this fast, reliable ARB Service. Ask your 
representative for a copy of ARB Overnight Surveys. 

Washington WE 5-2600 • New York JU 6-7733 • Chicago 467-5750 • Los Angeles RA 3-8536 



Academy of TV Arts & Sciences at New York forum 

First row (1-r): Jerry Light, George Leffert, Mildred Freed Alberg, Barbara Brit- 
ton, Peter Affe, Betty Furness, Alan King, Fay Emerson, Sumner Locke Elliott, Jan 
Scott. Back (1-r): Henry White, Paul Taubman, Herb Brodkin, David Davidson, 
Mike Gargiulo. Al Perlmutter, Charles Giriat, Julio Di Benedetto, Bob Banner 

Presents documentary 

F. Van Konynenburg, exec. v. p., gen. 
mgr. of WCCO-TV, Minneapolis-St. 
Paul, presents film of show Blazing Skies 
to Col. James M. Moore for army use 

New call letters 

Getting ready for the change of call 
letters from WIIM-TV to WZZM-TV, 
Grand Rapids, are staffer Gloria Bur- 
nett and Mark Wodlinger, gen. mgr. 


Puts Lots of Color into World Series 

WSLS-TV, Roanoke, made sure of colorful coverage of the World Series when they 
set up a color center downtown with seats and refreshments for weary shoppers 


ARF assesses the influence of rating 
services in a new booklet called 
"The Intelligent Man's Guide to 
Broadcast Ratings." 

Author Martin Mayer notes 
three questions that ought to be 
answered by industry-sponsored re 
search: (1) how would ratings be 
affected if all homes were sampled; 
(2) do the installations or diaries 
used affect viewing habits; (3) what 
correspondence is there between 
what a person remembers seeing or 
hearing and what his set received. 

Take a look at the cover story in 
the 12 October issue of Time for a 
assessment of advertising's achieve- 
ments and problems. 

It's recognizable by 12 familiar 
faces on the special gatefold cover, 
superimposed on a background 
montage of ad symbols and con- 
sumer products. 


James A. Dodge to vice president- 
marketing services of Pet Milk . 
Lewis F. Bonham to executive assis- 
tant to the president of Norwich 
Pharmacal, effective 1 November 
. . . Louis W. Clark to manager- 
advertising and sales promotion 
for General Electric's Audio Prod- 
ucts department, replacing Vincent 
F. Novak, recently named manager 
—advertising and sales promotion 
for the Tv Receiver Department 
. . . O. G. Kennedy to president of 
Miles Products division of Miles 
Laboratories, succeeding Lewis F. 

Kudos: Bell & Howell, for the 

second consecutive year has been 
selected to receive a first place 
award for best stockholder report 
in its industry category in the 
Twenty-second Annual Report Sur- 
vey sponsored by "Financial 
World," national weekly magazine. 


The 1 November Meeting and 
Clinic of The East Central Region 
of the 4A's is expected to draw at- 
tendance of more than 300 top 
executives and members of the 
staffs of major agencies. 


SPONSOR '22 October 1962 

The meeting is being held in 

The moning will be given over 
to a closed session for members on 
business and discussion of prob- 
lems common to all agencies and 
the luncheon and afternoon session 
are open to members, media repre- 
sentatives and educators interested 
in advertising. 

Place is the Hotel Statler Hilton. 

A new agency, Cook/ Irwin has 
opened at 9465 Wilshire Boulevard, 
Beverly Hills. 

Principals are Ralph W. Cooke, 
president and George W. Irwin, 
executive vice president. 

Agency will open a New York 
office 1 November at 145 East 52 

There's a new consumer research 
company on the scene. 

It's called Marketing Evalua- 
tions, and is headed by Jack Landis 
and Henry Brenner. 

Landis was formerly director of 
developmental research at JWT 
and manager of research at NBC, 
while Brenner is president of 
Home Testing Institute— TvQ. 

The new firm is located at 50 
Maple Place, Manhasset, N.Y. 

Appointments: Pathe Products to 
Robert B. Goldman . . . The Dev- 
on, new apartment house in Wil- 
mington, to Yardis Advertising . . . 
Technical Industries, Ft. Lauder- 
dale, to Fletcher, Wessel & Enright 
Advertising . . . Phillips Petroleum 
($8 million) to JWT, from Lam- 
bert & Feasley . . . Grove Labora- 
tories to DCS&S for 4- Way Cold 
remedies and Decongel, from Dona- 
hue & Coe . . . Airkem ($1 million) 
to DCS&S . . . S.S.S. Tonic ($1 mil- 
lion) to Tucker Wayne, Atlanta 
. . . Warner-Hudnut ($3 million) 
to Lennen & Newell, from Lam- 
bert Sc Feasely . . . Boyle Midway 
division of American Home Prod- 
ucts to Ted Bates for its Griffin 
Shoe Polish ($1 million), from 
Mogul, Williams &: Saylor. 

Name change: R. E. McCarthy 8c 
Associates, the Tampa division of 
Liller Neal Battle &: Lindsey, is 
now known as Liller Neal Battle 
& Lindsey (R. E. McCarthy Divi- 


Mohammed Comes to Kalamazoo 
WKM1 d.j. Dave Dixon (1) presents 
Mohammed Oneren of Istanbul with 
hour and a half tape of his show for 
airing in Turkey. He also got a copy of 
station's "Kalamazoo, My Home Town" 
a new and popular promotion record 

In the Bag 

Lloyd Dennis (2nd from 1). WTOP, 
Washington, v. p., presents Maui it 
Webster, CBS Radio Spot Sales gen. 
mgr., renewed contract. Looking on are 
Peter O'Reilly (1), stn. sales dir., 
George Arnold, rep firm mktg. dir. 

A glamorous research analyst 

\\ AXE-TV mgr. Reid Chapman offers congratulations 
Marie A/ar who was selected Miss United Fund lor Ft. 

to 24-year-old staffer Ren 

\\'a\ ne and Allen County 

SPONSOR/22 October 1962 


Why it pays 

to advertise your station 

in a broadcast booh 



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

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

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

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

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

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

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

a service of 



SPONSOR/22 October 1962 

sion). The address is 304 Washing- 
ton Street. 

New quarters: The Berkley Agency, 
Houston-based firm, has formally 
opened its new office facilities in 
the 4710 Greeley Building. 

New v.p.'s: Frederic F. Manely, San 
Francisco, Charles G. Partington, 
New York, and John H. Wilson, 
Jr., Detroit, offices of BBDO . . . 
Richard J. Newman, formerly ad- 
vertising manager of Chock Full 
O'Nuts, at Garfield Advertising 
Associates, as head of the New 
York branch . . . Eugene C. Judd at 
Ted Bates. 


W. D. Cunningham to account ex- 
ecutive at MacManus, John &: 
Adams, New York . . . Steve Witt to 
account executive at SSC&B . . . 
Lee Edwards to director of public 
affairs of Sorin-Hall, Washington 
. . . Robert W. Allrich to vice presi- 
dent and account supervisor at 
John W. Shaw, from v.p. and gen- 
eral manager of Keyes, Madden & 
Jones . . . William R. Reder and 
William H. Buckman to account 
executives at Shaw . . . Betty Flem- 
ing and Bert Marcus new to the art 
department and Edward Puletz to 
art department manager and super- 
visor of the art studio at Kudner 
. Marvin Sloves to director of re- 
search at Earle Ludgin, from the 
research department at Leo Bur- 
nett . . . Leonard Kay to director 
of media services at George H. 
Hartman, with responsibility for 
all media buying and planning. 


The BPA is getting itself all set 
for its annual convention in Dallas 
28 October. 

The slate of suggested officers 
and directors has been announced. 
Recommended list includes: presi- 
dent, Dan Bellus, Transcontinent 
Tv; first vice president, Clark 
Grant, WOOD-TV, Grand Rapids; 
second vice president, Caley Aug- 
ustine, WIIC (TV), Pittsburgh. 

Also due up for BPA consider- 
ation: a recommended change in 
the schedule for the annual On-the- 
Air Promotion Awards competition 
for members. The proposed new 
date for deadline for entries is 15 
December, with winners to be an- 

SP0NS0R/22 October 1962 

nounced in February. 

The Institute of Broadcasting Fi- 
nancial Management met in Mil- 
waukee last week for its second an- 
nual conference. 

Some of the highlights: 

• WBC president Donald Mc- 
Gannon was the luncheon speaker 
17 October. 

• H. W. Cassill, partner in 
Blackburn & Co., media brokers, 
discussed "How Much is your Sta- 
tion Worth?" 

• "Dollars and Decisions in the 
Broadcasting Industry" was the 
topic discussed by Robert C. Hill 
of Arizona State U. and Walter M. 
Bury, partner in Ernst 8c Ernst, 
talked on "How new IRS Depreci- 
ation Rules Affect Broadcasters." 

The NAB is protesting FCC threats 
to fine all four Minneapolis-St. 
Paul tv stations for alleged viola- 
tions of the Communications Act. 

The stations, says the FCC, are 
liable for $500 fines each for viola- 
tions of the sponsor identification 
requirement of the Communication 
Act. All the violations occurred in 
connection with a one-minute spot 
announcement supporting a pro- 
posed Minneapolis ordinance. 

Contention of the NAB is that 
the failure of the stations to identi- 
fy the sponsor was inadvertent and 
that under the 1960 amendments 
to the Act, the Commission's fine- 
wielding authority was meant to 
apply only to willful and repeated 

IRTS suggests that anyone inter- 
ested in registering for the fall 
Time Buying and Selling Seminar 
which kicks off 30 October, do so 
right away. 

Registrations are coming in at a 
record rate, according to Cris Rash- 
baum, chairman of the Committee. 

Another IRTS note: along with 
a 1962-63 membership card, mem- 
bers get a frameable certificate 
stating the organization's objec- 
tives. ^ 

The annual fall meeting of the 
Missouri Broadcasters Assn. was 
held 19 October. 

Highlights included a speech by 
Missouri Governor John Dalton, a 
"shirt-sleeves" discussion of indus- 
try problems, and talks by sponsor 

i!itii!ii , :itiiiii:iiiiii i, iilli:::iiii':H:;,i:iii; ! iii!'i::! | iiiir:iii;ii ii'i;::iii: iii!ii:,iir:;,:ir':'i:f 





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- 
tinues, nodding with approval. "Such 
fine photos," he says, "such fair rates 
('did you say only $22.50 for 3 pic- 
tures, $6 each after that?') — and such 
wonderful service ('one-hour delivery, 
you say?') — why, had I but known 
about you I would have called you 
long ago." Well, next thing he does is 
set our name down (like Abou Ben 
Adhem's) to lead all the rest of the 
photographers on his list. Soon, of 
course, he calls us for an assignment 
and from there on in he gets top 
grade photos and we have another 
satisfied account. (Here are a few of 
them: Association of National Adver- 
tisers — Advertising Federation of 
America — Bristol-Myers Co. — S. 
Hurok — Lord & Taylor — New York 
Philharmonic — Seeing Eye — Visit- 
ing Nurse Service of New York.) Why 
don't you call now and have our rep- 
resentative show you a few samples 
of our work? 



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






SOUTHERN WISCONSIN h-r television, inc. 




Vice Pres. * Gen. Mgr. 

ixquise . . . Dans 
Une Atmosphere Elegante 



575 Park Avenue at 63rd St 

Lunch and Dinner Reservations 
Michel : TEmpleton 8-64-90 

editor John McMillin and Grove 
Laboratories vice president Regi- 
nald Testement. 

The Communications Alumni So- 
ciety of Syracuse University 
(CASSU) examined "The Creative 
Role of the Press in Public Affairs" 
last week at a New York cocktail- 
forum gathering. 

Among the speakers was R. Peter 
Straus, president of WMCA, New 
York, and RPI. 

Appointments: NAB president Le- 
Roy Collins named nine prominent 
broadcasters to serve as members 
of the association's new permanent 
Committee on Research. The 
group will work closely with Mel 
Goldberg, NAB vice president, di- 
rector of research, and will be the 
policy-making body of NAB on 
research matters. Donald H. Mc- 
Gannon, Westinghouse Broadcast- 
ing president, will be chairman of 
the group. 

Looking forward to: The second 
annual National Country Music 
Week, set for 4-10 November in 
Nashville. This date coincides with 
WSM's 11th Annual Country Music 
Festival in Nashville. 

Kudos: Don Menke, manager of the 
WFBM stations, Indianapolis, suc- 
ceeds Jack Douglas, WFIE-TV, 
Evansville, as president of the In- 
diana Broadcasters Assn. 

Tv Stations 

There's an off-beat project in full 
swing in Providence, R.I., which 
will interest other stations. 

WJAR-TV and WPRO-TV have 
gotten together and publish, 
monthly, a program guide called 
"Merit." The bulletin gives a run ■ 
down on programs of special in- 
terest on the two stations, both 
local and network. It's designed to 
appeal to discriminating viewers. 

Ideas at work: 

• KRON-TV, San Francisco, 
stole a few sales bases during the 
world series. On the days of games 
played at Candlestick Park, the sta- 
tion invited about 100 agency men, 
clients and brokers to a studio 
party to watch the games on color 
sets and supplied giant pennants 


and rooter caps, not to mention 
traditional baseball "snacks." 

• Milwaukee will see the news 
almost as it happens on WISN-TV. 
The station has set up its own film 
lab for quick processing of news 
film for on-the-air viewing. 

• WBTV, Charlotte, presents 
"Arthur Smith and the Cracker- 
jacks" to a group of New York 
agency and advertising executives 
tomorrow, 23 October, at Basin 
Street East. The luncheon prom- 
ises the unbeatable combination of 
the shuffle beat, ballads, hoedown 
music and flamenco guitar. 

Sports notes: Rivalry between San 
Francisco and Los Angeles con- 
tinues on KTVU, San Francisco- 
Oakland, this fall and winter when 
the station telecasts pro basketball 
games of the Warriors and Lakers. 
Sponsors are Schick, Volkswagon, 
United Vintners-Italian Swiss, Pen- 


William O. Tulloch to director of 
regional sales of WTMJ-TV, Mil- 
waukee . . . Clyde Davis, formerly 
assistant director of news at 
KWTV, Oklahoma City, to the 
KOA-TV, Denver, news staff . . . 
Bob Homberg to chief photograph- 
er of WITI-TV, Milwaukee . . . 
Charles R. Sanford to assistant 
news director for WGAN (AM & 
TV), Portland . . . Bill Carroll, 
formerly on the tv sales staff at 
KHQ-TV, Spokane, to radio sales 
manager of KHQ . . . Rodger H. 
Bubeck to local account executive 
at KOB-TV, Albuquerque . . . 
Gideon Klein to sales manager of 
KROC-TV, Rochester, Minn . . . 
Harold Heath to sales manager for 
WOC-TV, Davenport, la. 

Kudos: Marciarose, in private life 
Mrs. Jerome Shestack, producer 
and hostess of "Concept" and 
"Speak Up" series on WRCV-TV, 
Philadelphia, was honored by the 
Hahnemann Medical College and 
Hospital of Philadelphia for her tv 
programing in behalf of medicine, 
medical education and research 
WCAU-TV. Philadelphia's series | 
"Doctor" presenting doctors from 
the local area discussing their pro- 
fession, was shown at the Pennsyl- 
vania State Medical Society Con- 
vention in Atlantic City. 

SPONSOR/22 October 1962 


Radio Stations 

Directors of Quality Radio Group 
have elected Thomas A. (Al) Bland, 
vice president and general program 
manager of Crosley Broadcasting, 
as president. 

Bland, who succeeds Scott Mc- 
Lean, general sales manager of 
WLW, Cincinnati, before he was 
transferred to tv sales, heads up 
programing for all Crosley stations. 

Other officers: Stanton P. Ket- 
iler, executive vice president of 
Storer, vice president; Daniel D. 
Calibraro, manager of public rela- 
tions, WGN, Inc., Chicago, secre- 

Radio account executives in Kansas 
have banded together to form what 
may be the first association of its 

K.ARAE (The Kansas Assn. of 
Radio Account Executives) is de- 
signed for the communication of 
ideas on such topics as servicing ac- 
counts, merchandising, local and 
national rates and programing. 

Officers: Merle Blair, KTOP, 

Topeka, president; Paul Dixson, 
WREN, Topeka, vice president; 
Bob Reams, WTBW, lopeka, sec- 

retai v-tieasurer. 

To broaden the base of national 
advertisers using Spanish radio, the 
National Spanish Language Net- 
work has decided to underwrite a 
continual program of further re- 

This was the major decision 
made at the fall meeting of the 
Network in Dallas. Stations have 
set a goal of $10 million in national 
and regional billings. 

In other business, Richard Ryan, 
K.LOK, San Jose-San Francisco, and 
KGST, Fresno, was elected presi- 
dent of the group. 

WMCA, New York, is lending a 
helping hand to WBAI, the fm sub- 
scription station in New York 
forced off the air by transmission 

At the request of the harassed 
station, WMCA is running three 
spot announcements a day, gratus, 
to inform WBAI listeners of the 

temporary hah in broadcasting. 

WJR, Detroit, is devoting its pro- 
graming to complete coverage of 
the 44th National Automobile 
Show which began 20 October and 
runs through 28 October. 

Since 15 October, five <la\s be- 
fore the opening, the station lias 
had its special auto show headquar- 
ters at Cobo Hall in operation. 

Trading microphones for pens, 
four broadcasters at WLS, Chicago, 
have turned part-time columnists 
for various publications. 

Versatile personalities are Mar- 
tha Crane, Captain Stubby, Dick 
Biondi, and Bob Hale. 

Ideas at work: 

• Mother-in-laws— all too often 
the butt of the jokes, will get the 
last laugh in a contest launched by 
KQV, Pittsburgh. The winner gets 
the opportunity to take the trip 
she's been wanting plus a $500 
send-off. Listeners must send in 
1,410 words or less on why their 
mother-in-law deserves a trip. 

Newsmakers in tv/radio advertising 

Franklin C. Wheeler has been ap- 
pointed manager of the San 
Francisco office of Katz, succeed- 
ing the late Stanley Reulman. 
Wheeler has been a member of 
the tv sales staff since joining 
katz in 1959. He was previously 
an account executive for Cun- 
ningham & Walsh. Wheeler first 
joined Brisacher, Wheeler fc 
Staff, San Francisco, in 1954. 

C. George Henderson, formerly 
general sales manager for WSOC- 
TV, Charlotte, replaces Larry 
Walker as vice president and 
general manager of the organi- 
zation. He's been with the sta- 
tion since 1957. Formerly he was 
associated with the Crosley sta- 
tions as general sales manager of 
the group. Before that, Hender- 
son was with newspapers. 

Duncan Mounsey has been ap- 
pointed vice president and gen- 
eral manager of Rand Broad- 
casting, Tampa, which owns and 
operates WINQ. He has most 
recently been with the Schine 
Broadcasting property in Albany, 
WPTR. Mounsey first entered 
broadcasting as a tv studio oper- 
ations manager for NBC, active 
in the origination of Tonight. 

Charles Kelly, station manager of 
W'CKT, Miami, has been elected 
vice president of Biscayne Tele- 
vision, parent company. He 
joined the station in 1956 as op- 
erations manager and became 
station manager in '58. Previous- 
ly he was general manager of 
WSUN (AM & TV), Washing- 
ton: program manager of NBC 
TV. Washington. 

SPONSOR/22 October 1962 


• A $500 cash prize is offered to 
the radio listener who first finds 
the person living in the WORL, 
Boston, mystery house. 

• It's not that Clevelanders have 
lost their marbles. The sudden 
demand for marbles has been moti- 
vated by a fried marbles fad cur- 
rently sweeping the area, largely 
motivated by KYW personality Joe 
Mayer. He's giving his "recipe" 
over the air and is planning an ex- 
hibition of art works supplied by 
listeners, utilizing shattered fried 


• KBOX personalities are hav- 
ing their say in the controversy 
over whether Dallas-Ft. Worth 
should have two separate airports. 
They've set to music their support 
of Love Field as the only airport 
for the area. The parody is being 
distributed to all Texas radio sta- 

Sales: The perennial "witch on the 
broomstick" won't be alone on the 
air waves on Halloween Night. The 

mystic voice of "The Shadow" will 
also be heard via stations WGN, 
Chicago; WQSR, Syracuse, WISN, 
Milwaukee, and WJAR, Provi- 
dence. Charles Michelson has sold 
the re-released show to these sta- 

Pyrrhic victory: KHJ, Los Angeles, 
d.j. Lucky Pierre Gonneau has 

been named the favorite radio per- 
sonality by The Chino men's pri- 
son. A footnote to their award 
stated "some of us have followed 

Weary Willie's not so dreary after look at SPONSOR 

Emmett Kelly doesn't clown around during production breaks on his kid's show for Seven Arts. A candid camera caught this 


SPONSOR/22 October 1962 

you across the country." 


Norman Wain to the sales staff of 
WHK, Cleveland ... Vic Siman 
to general manager of WFIF, Tuc- 
son, and Ernie Davis to program 
director . . . Richard J. Schade to 
account executive and Delwin H. 
Enzminger to merchandising and 
promotion manager at KNBC, San 
Francisco . . . Steve Bailey to the 
newly-created post of director of 
station operations at KMPC, Los 
Angeles . . . Ed McLaughlin, man- 
ager of spot radio for Peters, Grif- 
fin, Woodward, San Francisco, to 
general sales manager of KGBS, 
Los Angeles . . . Warren Merrin to 
sales manager at WSGN, Birming- 
ham . . . Benton Paschall has re- 
signed as general manager of 
KSON, San Diego . . . Charlie Es- 
posito to general manager of 
WNVL, Nicholasville, Ky. . . . 
William O. Dahlsten, general man- 
ager of WLPO, La Salle, will also 
serve as general manager of 
KAWA, Waco-Marlin, Tex. Dahl- 
sten is only 25 years old . . . George 
A. Edgar, station manager of 
KETO (FM), Seattle, will assume 
the same post at KETO (AM), a 
new station. 


Trade sentiment is that ABC TV 
daytime sales can take a bow for 
the job it has done in disposing of 
the youth-oriented strip, "Discov- 

The strip as of last week was 
90% sold for the fourth quarter, a 
position that's away beyond the ex- 
pectations of sideline observers. 

Roster of participants in "Dis- 
covery": Wrigley's Gum, General 
Foods, General Mills, Matey, 
Chunky, Welch Candy, Binney & 
Smith (Crayola), Sawyer toys. 

NBC TV isn't sparing any promo- 
tional efforts on its new kid's edu- 
cational series "Exploring." 

The network has mailed Teach- 
er's Guides suggesting classroom 
projects relating to material in the 
series to principals of 70,000 ele- 
mentary schools. 

Upon request, NBC will furnish 
the schools with any desired quan- 
tity of teaching aids. The regular 
Guides will be mailed well in ad- 

vance of air dates. 

"Exploring" began 13 October. 
It's time is Saturday, 12:30-1 p.m. 

Sales: ABC Radio's new weekend 
sports commentary shows featuring 
Sam Huff and Bobby Bragan, to 
Buick (McCann Erukson) and 
Celotex (MacFarland, Aveyard) . . . 
J. Nelson Prewitt, makers of 
"Matey" bought into ABC TV's 
"Discovery '62." Order was placed 
through John W. Shaw . . . Bob 
Hope's six 1962-63 specials on NBC 
TV are completely sold with the 
purchase of half of the second pro- 
gram by Kitchens of Sara Lee (Hill, 
Rogers, Mason & Scott). Hope's 
other sponsors: Timex, Lever Bros. 
and Chemstrand. 

New affiliate: WBBR, St. Louis, 
has joined ABC Radio. 


Roy Hall, an account representa- 
tive at Peters, Griffin, Woodward, 
to the sales department of CBS 


Stepped up business in the Detroit 
area has prompted the move to 
larger quarters bv John Blair & 

The new office, under the direc- 
tion of Charles D. Fritz, is now lo- 
cated at 11 Boulevard West Build- 
ing, Detroit 2. Phone: 871-3060. 

Incidentally, Bob Ward has re- 
placed Peter Allen in the Motor 
City office. Allen is now in New 

Rep appointments: KAVE-TV, 

Carlsbad, N.M., has appointed The 
Devney Organization as national 
sales rep. 

Dorothy Hay, for the past eight 
years with the parent company, to 
assistant treasurer of Venard, Tor- 
bet &: McConnell . . . Edward M. 
Tripplett, formerly at NBC, to the 
New York sales staff of Broadcast 
Time Sales. 


Seven Arts has lined up eight banks 
as sponsors of its one-hour concert 
specials, featuring the Boston Sym- 

We're whompm' up a 

reeul ol' fashion hoe-down 

for y'all at the 

Holiday Inn Central 

Bunkhouse . . . better, pack 

yer saddlebag and 
head on down to Bee-Ug D 

ii.i mm Mrden. Secretary-Treasurer 
Broadcasters' Promotion Association, Inc. 
SIS Kasl Mill Street 
New York 17. N.Y. 

Dear Podnah: 

I'm nttachln' my check for stu as advance 
registration for the IMS BPA seminar in Bit '1)'. 
Have them fellers down at the bankhOBM set m> 

housekeepin' for me October 29-31. 




City Stale 


SPONSOR/22 October 1962 



Supplies and equipment of every type for 
commercial fishing by prominent firm of ship 
chandlers. Genoa, Italy 

(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 equip- 
ment, appliances, aluminum. The list is endless and so are the 
business opportunities. 

To help U.S. businessmen take advantage of these opportuni- 
ties, the U.S. Department of Commerce sponsors specialized 
Trade Missions to countries throughout the Free World. Each 
Mission is composed of specialists in particular industries who 
volunteer to carry abroad hundreds of specific business pro- 
posals from American manufacturers to their opposite numbers 
overseas. One Result: A Trade Mission recently helped a Chi- 

cago manufacturer fill an order to ship a million dollars' worth 
of goods. 

The United States Department of Commerce can help stimu- 
late export trade in many other ways: It can help you find 
agents abroad, survey your best markets, and exhibit your 
products at International Trade Fairs and Trade Centers. 

To find out more about how to get your share of profits in 
growing world markets, contact the U.S. Department of Com- 
merce—field offices in 35 major cities. Or write: Secre- _«fjjjl\ 

tary Luther H. Hodges, U.S. Department of Commerce, 
Washington 25, D. C. You'll get a prompt reply. •<*•»•* 


Published as a public service in cooperation with The Advertising Council and the United States Department of Commerce. 


SPONSOR/22 October 1962 

phony Orchestra. 

Local tie-in advertising and pro- 
Imotion campaigns used by these 
[banks are being publicized by Sev- 
len Arts as examples for other fi- 
Inancial institutions which might 
Ibe interested in the series. 

Public Service 

Maxell House Coffee, which spends 
[most of its budget in the east on 
|spot tv, has made a hefty buy of 

public affairs shows on the west 

The purchase, via Ogilvy, Ben- 
Ison 8c Mather, is on KNXT, Los 
[Angeles. It includes full sponsor- 
ship of two locally-produced prime- 
Itime, hour-long documentaries, the 
[monthly "KNXT Reports" series 
land alternate weeks of "Viewpoint" 
land "Los Angeles Reports," two 
half-hour public affairs series. 

Additionally a campaign of spot 
[announcements will be presented 
[weekdays on the early morning 

"Odyssey" classroom series. 
The contract extends through the 

1962-63 season. 
Another substantial multiple 

public affairs schedule was sold in 

early September to Chock Full 

O'Nuts Coffee by WCBS-TV, New 


Public Service in action: 

• KALL, Salt Lake City, gave a 
large stack of LP's to Neighborhood 
House (a welfare home giving care 
to children of all ages) . The home 
had asked for help in providing 
music for their dances. 

• WCAO, Baltimore, had two 
doctors standby to answer questions 
of listeners pertaining to the oral 
polio vaccine, a project run in con- 
junction with the City and State 
Health Departments. 

• In order to launch the United 
Fund campaign well, WNAC, Bos- 
ton, devoted its entire public serv- 
ice time on 16 October to different 
phases of the United Fund. The 
station invited several business lead- 
ers to be co-hosts with WNAC per- 

• WBTV, Charlotte, has debuted 
a monthly half-hour public affairs 
program called "WBTV Reports," 
modeled after the network series 
"CBS Reports." 

Kudos: WHK, Cleveland, has re- 
ceived commendation for their an- 
nouncements which aided in bring- 
ing forth some 3,000 teenagers who 
canvassed the city and collected 
over $44,000 for research against 
Leukemia . . . KGO-TV, San Fran- 
cisco, received an Award of Merit 
from Secretary of Labor Willard 
Win/ lor its 1961-62 "Summer Jobs 
for Students" campaign, and a 1'ies- 
idential citation for its "Formula 
for Fitness" tv series . . . KDWB, 
Minneapolis-St. Paul, has been 
named sole recepient of the l!)li2 
Hallie Q. Brown Public Service 
Award in recognition of special 
efforts on behalf of the Hallie Q. 
Brown Community House of the 
Twin Cities. 


Distributor sales of tv in August 
edged over the 500,000 mark for 
the third month this year and 
pushed the 1962 sales total to near- 
ly 3.7 million sets, according to 

TV distributors sold 518,451 re- 
ceivers in August, bringing the 
year-to-date total to 3,692,017 
against 3,366,805 sold in the Janu- 
ary-August period last year. 

August was 1962's fourth best 
month for distributor sales of ra- 
dios. A total of 848,881 sets were 
sold and the year's total of 6,570,544 
remained ahead of the 6,023,224 
sold in the same period last year. 

Nappy Birthday: The electronic 
"eye" that led to today's liigliK sen- 
sitive iv cameras is celebrating its 
25th anniversary. The Eorerunnei 
of the present image orthicon was 
lust developed by Dr. Albert Rose 
of RCA. 

Station Transactions 

Pending FCC approval, WCCB-TV, 
Montgomery, will change hands. 

Purchasers are a group of local 
businessmen headed by Tine W. 
Davis, executive vice president ol 
Winn-Dixie stores, and Aaron 
Aronov, realtor-land developer. 

KRIZ, Phoenix, has been sold for 

The station's ownership changes 
from Radio Denver to Shamrock 
Broadcasters, a new corporation 
headed by Frank Flynn. 

Flynn recently was general man- 
ager and part owner of KYOS, Mer- 
ced, Calif. 

Sale was handled by Hamilton- 
Landis &: Associates. 

KEYE, Perryton, Tex., has been 
sold by Great Plains Broadcasting, 
to Radio Perryton. 

The buying corporation is head- 
ed by Frank Junell of Lubbock, 
who also has interests in other 
West Texas radio properties. 

Total consideration was $160.00(1. 
Negotiations were handled by 
Hamilton-Landis. ^ 

chock our "ratings,'* too, before buying' 
or selling a broadcast property 

Join the hundreds of satisfied clients who have benefited 
from Blackburn's 7'otal V iew of all media. Our analysis 
of the ever-changing market puts all of the facts — 
pro as well as con — in proper perspective. 

BLACKBURN & Company, Inc. 

WASH., D. C. 

lames W. Blackburn 
lack V. Harvey 
loscph M. Sitrick 
RCA Building 
FEderal 3-9270 


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


Clifford B Marshall 
Stanley Whitaker 
|ohn C Williams 
Gerard F. Hurley 
1102 Healev Bldg. 
lAckson 5-1576 


Colin M. Selph 
C. Bennett Larson 
Bank of America Bldg. 
9-165 Wilshire Blvd. 
Beverly Hills, Calif. 
CRcstvicw 4-8151 

SPONSOR/22 October 1962 



By Perry S. Ury 

General sales manager 
WGMS, Washington, D. C. 

Capital's market for high-brow music 

With an increased emphasis in 
the current administration on 
culture and the arts, it is natural 
that in the very seat of govern- 
ment, Washington, D. C, there 
would be a growing interest in 
classical music as an entertainment 
source. Additionally, the climate 
of business today requires a close 
liaison between corporations and 
government and in this area, too, 
classical music is playing a very 
important role. Finally, the divi- 
sion of this market into an official 
and unofficial Washington stimu- 
lates two separate raison d'etres for 
broadcast media. 

First, let us consider the in- 
creased Washington interest in the 
arts over the past two years. Sub- 
scriptions to our classical music 
program guide have been increas- 
ing as have our shares of audience, 
attesting to this growing interest in 
things cultural. Washington pro- 
vides a potpourri of entertainment 
sources upon which the culture- 
oriented radio station can draw. 
WGMS, Washington, D. C, for 
example originates most of the 
broadcasts of the National Sym- 
phony Orchestra directly from 
Constitution Hall; all of the Li- 
brary of Congress music series, fea- 

turing the Budapest String Quar- 
tet; all of the National Gallery of 
Art concerts, as well as concert se- 
ries from the Corcoran Gallery and 
the Pan American Union. Even 
the youngsters get early exposure 
to the classics via the National 
Symphony "Tiny Tots," concerts 
for children three to seven years 

We once sponsored an unusual 
promotion for a "classical" opera- 
tion. The "Happy Birthday Bee- 
thoven Club" was its name, and 
drivers with "Beethoven" bumper 
stickers honked at each other. 

The relationships between gov- 
ernment and business today have 
led to a new emphasis on corpor- 
ate advertising in the Washington 
market. Here, the advertiser "talks" 
via radio not only to the general 
public but to legislators, the de- 
fense establishment, and the other 
government agencies that directly 
affect his business. Recognizing 
the importance of such a media 
usage are the General Dynamics 
Corporation, General Telephone 
and Electronics, the Marquardt 
Corporation, Melpar, Inc., and the 
Anderson Company. While any 
Washington radio station can 
benefit from this "accident" of 

Perry S. Ury, who is the dynamo 
and general manager of cultural 
leader station WGMS, joined their 
staff as sales manager in 1958. 
Previously he had been president 
of a transit advertising firm in 
Allentown, Pa., and with WGPA in 
Bethlehem, Pa. He is a graduate of 
C.C.N.Y., New York. Here, he de- 
scribes the new cultural climate in 
Washington which emanates from 
the administration. 

geography, research has clearly es- 
tablished the greater appeal of the 
classical music format among of- 
ficial Washington. 

This division of Washington 
into official and unofficial segments 
has a definite affect on station pro- 
graming as well as on advertiser 
interest. An example of this dif- 
ference was reflected in the recent 
Ted Kennedy-Ed McCormack de- 
bate held in Boston. It was car- 
ried "live" to Washington via 
WGMS which took the feed from 
its sister RKO General station, 
WNAC in Boston. The reason lies 
in the uniqueness of the Washing- 
ton market. While the Washing- 
ton general public may have had 
little or no interest (apart from 
normal curiosity) in the debates, 
official Washington, especially the 
members of Congress, had consid- 
erable interest in this closely con- 
tested Massachusetts primary for 
the senatorial nomination from 
that state. Such an interest did 
not exist in other cities. Later 
however, the debates received wide 
mention in all news media. 

Apart from the aforementioned 
peculiarities of the market, it 
must be noted that Washington 
ranks third in the nation on the 
basis of household income. Fur- 
thermore, suburban growth in 
Washington, like that in many 
other cities, tends to relate itself 
to income levels. In other words, 
if advertising is not directed to- 
wards upper income homes, entire 
geographic areas can be excluded 
from effective advertising pres- 
sure. This is particularly true in 
Washington, where downtown 
Washington's income level con- 
trasts sharply with the income level 
of homes situated in the Maryland 
and Virginia suburbs. Obviously, 
the radio tastes of these two areas 
vary greatly, and complete market 
coverage can be achieved only by 
media which will appeal not only 
to the lower class and lower mid- 
dle class groups' tastes but to the 
taste of the affluent Washington 
suburbanites as well. 

The characteristics which I have 
described present the picture of a 
unique market, providing unique 
possibilities for entertainment and 
advertising via a classical music 
radio format. ^ 


SPONSOR/22 October 1962 



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

Major-market spot tv figures heavily in the new-image campaign for 
Pharmacol Chooz (Aver). 

Reason lor the special push: a new package which accents the medical 
role of the product. The company has been somewhat disturbed at the 
degree of consumer identification for Chooz as a confection and this new 
image emphasis precedes an imminent swing to national distribution. 

Never a very big spender, Chooz is, however, the strongest Pharmaco 
spot tv spender ($24,830 last year) and a traditional old standby of the 

Now, with this special promotion, top stations can expect to exact at 
least a few extra dollars from the medicated chewing gum. 

West Coast radio reps are reportedly not too happy about the imminent 
departure of Morton House Kitchens from Guild, Bascom & Bonfigli, San 
Francisco, to Bozell & Jacobs, Omaha. 

GB&B has had the account, which bills half a million dollars, the past 
13 months, putting the company's entire budget into a massive spot radio 

The agency switch, which takes effect 1 December, may affect media 

Sunkist Growers are switching to daytime spot tv for the 1962-63 
fresh lemon promotion handled by Leo Burnett, Chicago. 

Initial thrust will be a 10-week test drive aimed at children, which 
will run from early January to mid-March in Portland, Detroit, Hartford, 
Omaha, and Dallas. 

The coming year's orange budget has been increased substantially over 
last year's outlay, with a 1962-63 total of $2,240 being administered by 
Foote, Cone &: Belding of Los Angeles. 

General Cigar (Y&R) is doing a test in the midwest in behalf of its 
William Penn brand via radio. 

The brand has gone back to a nickel from six cents and apparently 
the manufacturer wants to find out the degree of radio's effectiveness in 
planting the news. 

For details of other spot activity last week see items below. 


Eastman Kodak has finalized its Christmas gift campaign in spot. The 
firm is going into the top 30 markets with eight prime 20's and six 
nighttime fringe minutes daily, seven days a week. With schedules 
running from 25 November to 22 December it brings total spots to 392 
per market. Agency is JWT. 


for the company they 

keep in 

Prestige Advertisers! 

KNOWN .... 

for community 
Public Service! 

No. 1 

Tampa -St. Petersburg, 

Sam Rahall, Manager 

No. 1 

Easton, Pennsylvania 

"Oggie" Davies, Manager 

No. 1 

West Virginia 

Tony Gonzales, Manager 

No. 1 


John Banzhoff, Manager 

above stations represented nationally 
by H-R . . . New York 



our station coming up fast in 

National Rep., The Boiling Co. 

N. Joe Rahall, President 
"Oggie" Davies, Cen. Manager 

SPONSOR/22 October 1962 



President and Publisher 

Norman R. Clenn 

Executive Vice President 
Bernard Piatt 


Elaine Couper Glenn 


John E. McMillin 

News Editor 

Ben Bodec 
Managing Editor 
Mary Lou Ponsell 
Senior Editor 
Jo Ranson 

Chicago Manager 
Gwen Smart 
Assistant News Editor 
Heyward Ehrlich 
Associate Editors 

Mrs. Ruth S. Frank 
Jane Pollak 
William J. McCuttie 
Barbara Love 
Art Editor 
Maury Kurtz 
Production Editor 
Mrs. Lenore Roland 
Editorial Research 
Cathy Spencer 
Special Projects Editor 
Davia Wisely 


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 


Jack Rayman 

John J. Kelly 
Mrs. Lydia Martinez 
Sandra Abramowitz 
Mrs. Lillian Berkof 


Business Manager 
C. II . Barrie 
Assistant to the Publisher 
Charles Nash 

Mrs. Syd Guttman 
Reader Service 
Dorothy Van Leuven 
General Services 
George Becker 
Madeline Camarda 
Michael Crocco 
Rose Alexander 




Colgate-Palmolive is buying for Baggies, its new household wrap. The 
account is handled out of Street & Finney. 

Procter & Gamble is looking for day and night minutes to promote its 
new all-purpose detergent Thrill. Dancer-Fitzgerald-Sample is the agency. 

Tillie Lewis Foods is involved in a year-end campaign for its Anderson 
Soups. West coast stations in Los Angeles, San Diego and San Francisco- 
Oakland are carrying schedules through 17 November. Agency is Beau- 
mont, Hohman & Durstine, San Francisco. 

National Biscuit is kicking off today in a host of markets on behalf of the 
Cream of Wheat Division. Schedules are all minutes, both daytime and 
early fringe and the campaign is for nine weeks. The buy was made 
out of Ted Bates and Ken Caffrey is the contact. 

Pharmacraft Laboratories is back on the buying line for Coldene. The 
account is lining up 10-second spots in both prime and fringe time for 
the lengthy promotion which it launches next week, 29 October. It will 
run through 3 March. Agency: Papert, Koenig, Lois. Buyer: Carole Lewis. 


Dr. Pepper Bottling Co. has launched a special radio spot drive on the 
West coast. The campaign will continue through the first week in 
December. Schedules were placed out of Grant Advertising. 

Bristol-Myers last week kicked off a nine-week campaign for its Minit 
Rub. The activity centers around the top 30 markets. Schedules call 
for morning drive time and afternoon drive time minutes. DCS&S is 
the agency. Larry Reynolds is the buyer. 

Ironized Yeast (Sterling Drug) has a spot campaign going in some 14 
markets scattered throughout the West Coast, South, and mid-West. 
Minutes are being used at the rate of 5 to 10 per week. Starting date 
for the flights which are scheduled to run 13-weeks, was 17 September. 
The agency: Thompson-Koch. Donald Lumsden is the buyer. 

S&H Green Stamps is launching a heavy spot push in selected markets. 
The campaign which is scheduled to get off the ground today, will run 
three weeks in some areas and four in others. Minute ET's will be used. 
Brian Barry is doing the buying out of SSC&B, New York. 

Vicks Cough Drops has issued a call for avails for a 10-week campaign 
scheduled to kick-off 12 November. Plans for the flights call for a heavy 
usage of minutes— 10 to 20 or more spots per week— in most areas. 
Agency is Morse International. The buyer: Mary Ellen Clarke. 

Old Briar Pipe Tobacco broke an eight-week push 21 October. Traffic 
minutes, at the rate of 5 per week, are being used. The agency: DCS&S. 
The buyer: Norm Ziegler. 


SPONSOR/22 October 1962 


Broadcast With The Fidelity Of Direct FM 

What makes the listener turn the dial to your FM station? 
Quality. And quality alone. Programming at such 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 of 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 
Equipment, Dept. ND-264, Building 15-5, Camden. N. J. 

The Most Trusted Name in Radio 

5 Kw 

10 Kw 

20 Kv 




Audience-tested ONE HOUR action, adventure, mystery SHOWS 



THUR. 11:30 P.M. 



FRI. 11:30 P.M. 
i SAT. 11:15 P.M. 

"Mogambo," "Don't Go 
Near the Water," "Summer 
Stock," "Bhowani Junction," 
I "Above and Beyond," etc. 


Washington, D. C. 

Evening Star Broadcasting Company 
represented by H-R Television, Inc. 


oi me v.s. 

and directory of Negro-appeal radio stations 

I the 

| has 

I the 












First' on Chicago's West Side First" in San Francisco-Oakland Bay Area 











Now Greater than ever! 

' 4» 

a *7 






E * mined ** a * ,on M Hegf° 
programme a „ aU in ^ 









5 -ooo watts/ 






no » b'anlefs Macon _i 

^ ■** excuse ^J^ 

jamming M«r„ • Pr °- 

a- Macon s oer t, -i 








Ma con s and Middl P r 
most powerful f„J ® eor 9'Vs 
Hon." "' ,nde Pendent sta. 



(Group discount allowed for purchase of both stations 5%) 
Bernard Howard & Co. — National 
Dora-Clayton Agency — Southeast 


22 OCTOBER 1962 

'SPONSOR'S 1962 

and directory of Negro-appeal stations 

1963's Opportunity: $27 buiwn spending Radio Directory: Market-by-market m of 

force of Negro consumer is uncommitted; huge 
market is waiting to be tapped P. 7 

TV BreakthrOUgh: Advertisers and net- 
works, plus local stations, make strong move 
into Negro viewing with commercials and pro- 
grams; all-Negro tv station goes on air P. 10 

NeW I dCtlCS: Agency and client planners 
find a special approach pays off in marketing 
and advertising; reasone lie deep within social 
and personal attitudes of Negro P. 13 

Picture ReVieW: Pix around the USA re- 
veal how Negro stations are building, holding 
and selling their audience, with unique blend 
of service ir showmanship P. 16 

Negro-appeal radio stations; full details of State 
& market population; station management and 
programing breakdoams P. 22 

KeSearCn AldS: Important new studies are 
giving the hard facts on Negro listening and 
buying patterns; review of major studies now 
available to agencies and clients P. 48 

VffOmdn S Market: Negro housewife plays a 
dominant role in market: successful selling in- 
volves use of Negro female personalities plus 
deep penetration by Negro media P. 49 

Market BaSICS: Top national advertisers 
using Negro-appeal radio, p. 12; magazine cir- 
culation v. radio's reach, p. 14; Negro and 
white family food buying patterns P. 47 


Publisher, Norman R. Glenn; executive vice president, Bernard Piatt; editor, John E. McMillin; project editor, 
David G. Wisely; general sales manager, Willard L. Dougherty; art director, Maury Kurtz. 


22 OCTOBER 1962 










« CO g 

II S3 

* § •£? 
O O •)=. 

r^ Q 

^ £ s 

.2 bbS 







, -^ 

Rounsaville Radio reaches a million-plus Negro market 

(During 1962, going full time with 5,000 watts.) 


■ | —-"•.-LOUISVILLE 

5,000 Watts, 1350 Kc. 



5,000 Watts, full time; 1470 Kc. 



Wk (During 1962, going 10,000 Watts.) 


m. 5,000 Watts, 1150 Kc. 


rated first by Pulse & Hooper... 
rated most effective by Sales Results! 

Rounsaville Radio, rated First by Pulse and Hooper, has sales results that 
prove that it is a dominant force in Negro buying. These Rounsaville stations 
are programmed specifically to this million plus Negro buying market covered 
by 5 powerful stations. Call or write today for more facts including our mer- 
chandising plans to back your schedule. ROUNSAVILLE RADIO STATIONS 

3220 Peachtree Road, N. E. / Atlanta 5, Georgia 
Telephone: 231-3000 / Area Code 404 


American Snuff Co. 

American Tobacco Co. 


B. C. Remedy Company 

Borden Company 


Brown & Williamson Tobacco 

Carling Brewing Co. 

Carnation Company 

Chattanooga Medicine Co. 

Coca-Cola Company 

Colgate-Palmolive Co. 

Cook Chemical Co. 

Creomulsion Company 

Falstaff Brewing Co. 
Ford Motor Company 
General Foods Corp. 
Gillette Company 
Grove Laboratories 
Gulf Oil Corporation 
Humble Oil & Refining Co. 
Interstate Bakeries 
Keystone Laboratories 
Kraft Foods 

Liggett & Myers Tobacco Co. 
P. Lorillard Company 
Mentholatum Co. 
Miller Brewing Co. 

Monticello Drug Co. 

National Brewing Co. 

Nestle Co. 

Norwich Pharmacal Co. 

Pabst Brewing Co. 

Pepsi Cola 

Pet Milk Company 

Pharmaco, Inc. 

Philip Morris, Inc. 

Pillsbury Co. 

Lydia E. Pinkham 

Procter & Gamble 

Purex Corp. 

R. J. Reynolds Tobacco Co. 

Royal Crown Corp. 

Jos. Schlitz Brewing Co. 

Sealtest Foods 

Seven-Up Co. 

Southern Bell Tel. & Tel. Co. 

Southern Bakeries 

S.S.S. Company 

J. Strickland Co. 

Swift & Company 

Tenneco Oil Company 

United Vintners 

U. S. Borax & Chemical Co. 

Ward Baking Co. 

Wiedemann Brewing Co. 




National Representatives 


Vice President and National Sales Manager 


22 octobkr 1962 


22 OCTOBER 1962 

The 1963 marketing opportunity 

Negro consumers' $27 billion is an uncommitted 
force in hardening battle to boost national sales 


could have become President. I needed only five per ant 
more votes in the Negro areas. I could have gotten them il 
I had campaigned harder." 

That's how Richard Nixon earlier this year crystallized the 
lesson of history's closest presidential race. It's a meaningful 
lesson not only for politicians, but for marketers and advertising 
strategists. Reason: the Negro today is the last big uncommitted 
force in the battle for the consumer dollar. His S27 billion in- 
come is new wealth; it is spent generously, Inn where it will gain 
the most value. There are 19 million of these new buyers today, 
and in major markets across the nation they can now force the 


22 OCTOBER 1962 

outright success or failure of mass 
marketing campaigns. 

No other distinct section of the 
American population is so large, 
rich, and physically concentrated. 
Because of inbuilt social attitudes, 
no other section is so deaf to gen- 
eral advertising appeals — or so re- 
sponsive to special invitation. And 
nowhere else are there special me- 
dia with such complete control of 
their audience. Negro-appeal broad- 
casters, in radio-tv, and Negro- 
oriented print channels, demon- 
strably exercise great influence over 
their listeners and readers. From 
a marketing and an advertising 
viewpoint, sponsor editors con- 
clude — in this 11th annual fact- 
book — that the Negro market con- 
stitutes the great challenge and op- 
portunity of 1963. Among the 
supporting reasons for this view 
are: — 

• Shift in population. Migra- 
tion from South to North in the 
last 50 years has been one of the 

biggest population changes in re- 
cent world history. 

• Rising income. Negro family 
income has doubled in the last 20 
years. The birth of a Negro mid- 
dle class is important: its spending 
has not become diffuse, but con- 
centrates new money on a few 
brand-leaders. At $20 billion this 
year, Negro income will reach $27 
billion in 1965. 

• Growth of media, Mass media 
(possibly excepting tv) hit far few- 
er Negroes than are present in the 
national sample. Specialized media, 
in contrast, have an almost com- 
pletely unduplicated audience. 
They not only reach more Negroes 
in total, but also are more cost- 

However, these national trends 
do not tell the full story. In pop- 
ulation, for example, it's not 
enough to know that the Negro is 
10% of overall total. In most of 
America's biggest cities, he repre- 
sents 25% of total population. 

The national average income of 
Negro families, though it's in- 
creased rapidly, is little more than 
half the white median. Yet it 
reaches 80% of parity in key mar- 
kets such as Chicago, Detroit, Los 
Angeles, New York, Washington 
and San Francisco. (And in a few 
communities, reportedly including 
Saginaw, Mich, and Johnstown, 
Pa. it exceeds the white family av- 

Disposable income is higher than 
the white family average. Negroes 
generally have lower fixed costs, 
such as rent and insurance. They 
also spend more on and in their 
homes, and less on public enter- 

Buying patterns are sharply dif- 
ferent. The Negro housewife buys 
food and clothing for more peo- 
ple (4.4 members of family, 
against white average 3.6) . Her 
food bill is up to 12% higher than 
the white family's; some of her 
staple purchases (milk, cream, 



soap, cereals) are from 70% to 
100% higher. Physical concentra- 
tion is high. Of the entire non- 
Southern Negro population, more 
than three-quarters is concentrated 
in a dozen cities. This can mean 
life or death for products that are 
high in urban sales. (In New York, 
for example, Rheingold beer is 
tops with white consumers; no 
longer is with Negroes. Result: 
brand is well down in overall 
metro sales.) 

The weight of the Negro dollar 
is felt most keenly when it's with- 
drawn. Philadelphia's boycott, or 
"selective patronage," has been a 
blow to several oil companies; a 
bakery; an ice-cream manufacturer. 
But when a Boston brewer adds 
Negro salesmen, his gross rises 
19% in the first year. Humble Oil 
(Esso) is a leader in the Negro 
field (the company seeks out Ne- 
gro service station operators) ; Car- 
nation Milk is fighting the com- 
petition with promotion in every 

media channel that reaches Ne- 

A huge and growing number of 
national advertisers recognize the 
importance of the Negro market. 
(For a partial listing, sec page 12). 
But even among those who appre- 
ciate its physical si/e, there are 
many who refuse to believe in the 
Negro as a "special market." Their 
argument is that income alone 
makes the difference between while 
and nonwhite consumers. 

The counter-argument is simply 
that differences do exist. Negroes 
spend more than similar whites. 
They spend a great deal more in 
certain product areas. And in his 
search for equality, the Negro re- 
sponds to quality (he buys 40% 
of all Scotch whiskey; spends 70% 
more on shoes.) To deny there is 
a special market means denying a 
lact of life: that the Negro is not 
integrated. He shows no sign of 
losing his identity (unlike other 
ethnic groups). He carries it with 

him loi life, in his skin color. 
Rightl) <>i wrongly, he believes the 
white community forces his iden- 
tity upon him. 

John Johnson, president ol John- 
son Publications (Ebony, Tan, Jet 
etc.), and one- ol the lew Negro 
millionaires, sa\s "White people 
won't let me be just as American. 
The) make me live — and buy — as 
a Negro." 

Haive\ Russell, vice-president of 
Pepsi-Cola, sa\s "Being a Negro 
is a stale ol mind." Against com- 
ments like these (chosen deliber- 
ately from Negroes who have at- 
tained success and recognition) it's 
difficult to maintain that the Ne- 
gro market is not a special case. 

Many advertising tacticians still 
claim, it pressed, that general me- 
dia will reach the Negro consumer. 
Fact is, they don't. Most national 
magazines have less than three per- 
cent Negro readership (see box- 
score, page 14). Only two cities, 
(Please turn to page 46) 

New affluence. Buyers are not only 
hep to quality but, as income grows, 
become selective in terms of company 
image. Recent poll had one-third of 
Negroes naming 12 or more companies 
they thought favorably disposed — and 
more that were not. In auto industry, 
Ford line is moving fast, partly be- 
cause of publicized employment prac- 
tices and also because many buyers as- 
sociate Ford with Foundation philan- 
thropies that benefit Negroes 


22 OCTOBER 1962 

Negro-appeal tv? Activity this year 

Breakthrough in tv 
alerts advertisers 


Spot campaigns under 
way; pace-setting in 
commercials & programs 

Television will be used this year 
to sell the Negro market. Past 
few months have seen strong activ- 
ity by advertisers, network plan- 
ners, program packagers and local 
station management. What emerges 
is a move forward, on several levels 
simultaneously, into Negro-orient- 
ed tv broadcasting. 

Among the more significant steps 

• A national, network campaign 
by Gillette blades, with commer- 
cials embodying Negro models. 

• Agency interest in pilots and 
completed programs, designed for 
Negro appeal. 

• Addition of Negro newscasters 
to ABC's network lineup. 

• A multiple-market campaign 
by Pharmaco cosmetics, using Ne- 
gro program material and all-Ne- 
gro commercials. 

• Opening next month of the 
nation's first Negro-appeal tv sta- 
tion, in Washington, D. C. 

These and other current projects 
add up to a strong trend, touching 
all dimensions of commercial tv. 
What's interesting and requires ex- 
planation is that the cards should 
be falling together at the start of 
the 1963 season. 

The timing is ripe, if admen's 
reaction is a gauge. When news of 

now its Pepsi-rot* those m 

" :.- Any dgci-3.*; /-;»; j;t 

—jKOph art mre aitits. dwttg judsv fiv^s t -v* 

bnaag, cie#r.tsstix£ Pspsl. 1ht»k 

Print ads using Negro models have 
been outstanding success in the special- 
ized magazines, such as Ebony 

* generous inisjsion of slik adds lustre and luxury to Eagle _ _ 

mpgrteji shariafcifl worsted. Hand -fashioned in new Fan I Ya*>M/&- 

teaves and shades, including Gentry Gr?y, La Sea's 

:AfiU ClOTHtS. IHC. !!0? BROAtTAAY, NP» T0GK 19 Br. Aim MeH»Brae : (Uflnrf.a; Sm*<«», CM*. SJL 

Changeover from print to tv is made 
by male model Gene Romeo, here, and 
in Gillette commercial (top right) 

First tv Commercial using Negro models solely is part of $100,000 tv campaign 
launched by Pharmaco cosmetics. Dee Simmons, using Artra cream 



22 OCTOBER 1962 

may develop into big broadcast trend 

New spots for Pharmaco came from 
liner agencies: admen Schaefer and 
Hughes checlied scripts beforehand 

Gi]i2tte (annnei c ial opens in subway, 
with Negro models appearing as "a 
natural pail <>\ the crowd scene" 

Washington Station programed for Negroes: United vp John Panagos (I) signs 
Lionel Hampton; White House attache Andrew Hatcher joins in 



Newscaster Malvin Goode joins ABC 
m i.rork, covering UN sessions 

Uhf conversion is first problem for 

Negro-appeal Washington outlet 

ilit' Gillette production broke last 
month, for example, the national 
press— led by the New York limes 
—played up the stor) like the open 
ing night ol Green Pastures. 

Publicity, though welcome, was 
also slightly embarrassing to Gil- 
leite. Down in Boston, the com- 
pany's ad v.p., Craig Smith, tried 
to dampen enthusiastic curiositj 
with a cold done he of tact. 

Gillette is not trying to sell Ne- 
groes, per se, Smith kept repeating. 
Negro models are not featured in 
the one commercial which aroused 
SO much attention. (See picture, 
opposite) . 

The models, Joyce (ones and 
Gene Romeo, are in the back- 
ground of a scene depicting the in- 
side of a New York subway car. 
Having established the scene, the 
commercial then glides away into 
a routine-type Gillette pitch: exit 
Jones and Romeo. 

"This is a crowded scene in a 
large city," Smith explains. "It's 
entirely natural there should be 
some Negroes in the crowd . . . it's 
the most natural thing in the 

(Gillette has, of course, used Ne- 
gro sports stars in several recent t\ 
seasons, usually within sports cov- 
erage. And it was precisely the fact 
that the new commercial uses Ne- 
groes who are not personalities 
which attracted so much attention.) 

"The company has had abso- 
lutely no adverse reactions to an\ 
ol its earlier commercials," Smith 
told sponsor. The uncoming cam 
paign is not aimed at Negroes. 
Even if it unexpectedly, does pro- 
duce a sales result in the Negro 
market, it's unlikely that Gillette 
will make a more direct pilch next 
season since "the network is not 
the place for a specialized ap- 

There's no doubt that tv can sell 
this market, however— at least to 
Pharmaco's ad manager, Alan B. 
Cowley. His company is backing 
this belief with a $100,000 large- 
scale test campaign this season. 

Pharmaco markets Keen-A-M mi 
gum. Artra Skin lone Cream and 
Sulphur S. and this season also has 
several new cosmetic products. The 



line is getting tv exposure in six 
markets: New York, Washington, 
D. C, Charleston, Augusta and 

The vehicle is a half-hour pro- 
gram borrowed from a proven for- 
mula in Negro-appeal radio— gos- 
pel music. Program is one of sev- 
eral created by independent pack- 
agers this year, with Negro view- 
ing in mind. 

"We wanted to get into tv," 
Cowley reports, "and this program 
came to our notice at the right mo- 
ment." Pharmaco already had in- 
teresting results from tv test com- 
mercials, done live on local stations 
in the South, and also had experi- 
mented with filmed commercials, 
using Negro models, and screened 
in Negro-patronized cinema houses. 

These partial successes encour- 
aged Cowley and ad v. p. Alan 
Brown to buy a program and time 
(i/9-hour, Sunday mornings) and 
create eight new tv commercials, 
using Negro models solely. The 
commercials follow normal cos- 
metic approach (luxury; physical 
appeal) and were created through 
three agencies: N. W. Ayer, Kastor 
Hilton, and Tucker Wayne (At- 
lanta) . The responsible agency ex- 
ecutives are Thomas C. Sweitzer, 
Henry Kornhauser, and Robert E. 

Pharmacol six-market campaign 
began this month, and continues 
for 13 weeks. If successful, they're 
prepared to spend a further .1500,- 
000 to buy 16 more markets in Jan- 

This venture in tv complements 
Pharmaco activity in Negro-appeal 
radio, of which it is one of the big- 
gest and longest-standing clients. 
Radio budget is currently around 
$500,000; Alan Cowley publicly 
states Negro-appeal radio has done 
a magnificent job for his company, 
and that none of the projected tv 
expenditure is coming out of radio 

Success of the campaign could 
undoubtedly lead to emulation. 
One of the questions which has yet 
to be answered is whether the gos- 
pel program will attract the young- 
er Negro audience which, presum- 
ably, is Pharmaco's biggest cus- 


| Spot Checklist of | 
| Major Advertisers 

American Tobacco 

American Home Products 


| P. Ballantine & Sons ' | 

Brown & Williamson 


Carnation Milk 

Carling Brewing 


Comet Rice Mills 

Continental Baking 

The Ford Company 

Foremost Dairies 

Gallo Winery 

General Baking 
General Electric Appliances 
General Foods 
| Gillette 

Glenbrook Laboratories 

Grove Laboratories 

Gulf Oil 

Hormel Meats 

Italian Swiss Colony Wine 

Hulman & Company 

Kraft Foods 

Liggett & Myers 

Miller Brewing 

C. F. Mueller 

National Toilet 

Oscar Meyer Meats 

Pet Milk 

Park and Tilford 

Procter & Gamble 
Lydia E. Pinkham 
| Quaker Oats 

River Brand Rice 

R. J. Reynolds 

Schlitz Brewing 

Sinclair Refining 

I S. S. S. Company 

| J. Strickland 

Stanback Company 

Ward Baking 
Whitehall Pharmacal 

These national advertisers are among 
those currently using schedules on 
Negro-appeal radio stations. 
Source: Bernard Howard Co.; Daren 
McGavren Co.; Sponsor questionnaires. 

tomer. And the combination of 
Negro programing and Negro com- 
mercials cut into such completely 
new ground that no comparative 
experience is available. 

(Several other companies have 
used Negroes in spot commercials, 
but on a very limited basis, and 
mostly with personalities. One in- 
stance in which Negro celebrities 
gave sales pitches on a sponsored 
tv show was with singers Lonnie 
Sattin and Barbara McNair, on 
Schaefer beer's Family Circle, 
shown only in New York.) 

It's been suggested that a client 
might do better with a dual-ap- 
proach show featuring a Negro 
personality a la Belafonte. But 
apart from the difficulty of getting 
a commercial message across to 
both races, there's the problem that 
few Negro entertainers of star 
stature are equally popular with 
the Negro as well as with white. 
(One of the exceptions is, report- 
edly, Nat King Cole.) 

So it looks as if Negro tv will 
have to be cracked with program- 
ing built specifically for the mar- 
ket. If the show happens to pick 
up white viewers as well, so much 
the better. 

Meantime, the 1963 season be- 
gins with unusual activity on the 
programing front, as well as tv ad 
commercial production. One of 
the notable landmarks is ABC's ad- 
dition of Negro newscaster Malvin 
R. Goode to its network staff. 

Goode is now at work with the 
United Nations unit, collaborating 
with John MacVane. His appear- 
ances are thus irregular, although 
he has already had network ex- 
posure several times within one 
week, reporting on the opening of 
the session in September. 

Mai Goode had more than 13 
years experience in news broad- 
casting before joining ABC. Since 
1949, when he started with a 15- 
minute radio news program for 
Pittsburgh's KQV, his career has 
embraced both radio and tv at sta- 
tions through the eastern U. S. 

His morning and afternoon news 
with WHOD at Homestead, Pa., 
became one of the area's highest- 
(Please turn to page 14) 


SPONSOR NEGRO ISSUE • 22 October 1962 

Does the Negro need a special ad 
approach? Many advertisers 
believe not. 

"General media reach every- 
body," argues a large tire manu- 
facturer. Others see a danger: "We 
may alienate our white customers." 

For a client who runs scared, 
there's no help. "Fear is an un- 
answerable argument," admits Jack 
Davis, sales v. p. at leading rep Ber- 
nard Howard. But to market con- 
sultant Parke Gibson, this is a con- 
cern only if the campaign may 
touch someone's way of life. "Mar- 
keting a toothpaste is not the same 
as inviting a Negro to come to a 
fashionable hotel. . . ." 

The point may be subjective, but 
its objective fact is that general 
media do not reach Negroes. (See 
charts, page 15) . And the Negro is 
seldom included in general media 

Both flaws have been remedied 
by Pepsi-Cola, in outstanding cam- 
paigns directed by special market 
v.p. Harvey Russell. Pepsi's print 
ads featuring young Negro models 
(page 10) are checked highest-read 
by Starch; Russell also insists on 
using media channels that speak 
directly to Negroes. 

In a confidential report, Russell 
said recently: "Negro radio, in gen- 
eral, appeals to Negro masses and 
to youth. These are the big vol- 
ume consumers . . . use Negro ra- 
dio personalities, who are widely 
popular in their community." Pep- 
si took the point: makes radio a 
frontline soldier in the battle to 
regain its dominance of the 300 
million-case Negro soft drink mar- 

Russell and Gibson agree that 
the Negro needs a special approach 
because (says Gibson) "Unlike 
other groups, the Negro remains a 
Negro despite his position, income 
and achievement. Effective adver- 
tising must be believable and real- 
istic in terms of his experience and 
his comprehension." 

Madison Avenue has been slow 

to catch on: most moves toward 

the Negro market have come from 

the client company. Only one ma 

(Please turn to page 50) 

New tactic is 
pinpointed on 
special needs 

New field in auto, tb&a, tobacco sales is 
developed by 1). Parke Gibson out of 
knowledge of "Negro needs and desires" 

Blue-chip accounts at BBDirO agency are led into expanding Negro market by 
Clarence Holte {center), head of ethnic marketing division. Holte believes that 
ads which accent quality will touch Negroes' "effort to show evidence <>i equality" 

Ad goals for Pepsi include 
recapturing the huge Ne- 
gro market. It can only I"' 
done, says vp Harvey Rus 
sell, by "special invitation" 
lo Negroes, who me not 
exposed to general media 
and who are not included 
in most general ads. 



(Continued from page 12) 

rated shows, and Goode later lent 
reporting strength to WTAE, Pitts- 

Network coverage at UN will 
keep Goode busy until mid-'63. 
When the UN session ends, ABC's 
use of him in general news cover- 
age will be watched with interest. 
At the net, plans for other Negro 
air staff are under consideration. 
(Goode's appointment, at age 54, 
caused some heartburning among 
qualified, younger Negro news- 
men who had been in the run- 

If Jim Hagerty's experience is 
typical, there's no shortage of Ne- 
gro tv talent, in news as well as en- 

tertainment. But there certainly is 
a scarcity of Negro-appeal tv pro- 
graming. This could be an aca- 
demic concern, but it's emerged as 
a concrete problem for Richard 
Eaton, who is putting the first Ne- 
gro-appeal tv station on air next 

After a profitable career in Ne- 
gro radio (United Broadcasting) , 
Eaton's group is coupling a tv out- 
let with its Washington flagship, 
WOOK. The new station, WOOK- 
TV, covers the fifth-largest Negro 
metropolitan market (411,737), 
and the nation's leader in percent- 
age of Negro inhabitants (53.9) . 

Washington also has the richest 
and best-educated Negro popula- 
tion. But to tap the market, 
WOOK-TV has had to take a spot 

in the uhf band. Eaton and his 
executive v.p., John Panagos, have 
thus handed themselves a double 
hurdle: pioneering a Negro tv sta- 
tion—and doing it in a band which, 
experience has proven, has gener- 
ally been spectacularly unprofit- 
able in the direct competition of 
vhf stations. 

United's hope is that the lure of 
a Negro-oriented station will prove 
irresistible to Negroes; at least, to 
the extent of viewers shelling out 
anywhere between $10 and $55 for 
converters capable of translating a 
Channel 14 image. 

How are they doing? At press- 
time, the Electric Institute report- 
ed that 37,000 all-channel, new sets 
have been sold in Washington. 
The nation's top manufacturer of 

Media comparison shows magazines have low efficiency 


Negro Households 
as % of Total 

American Home 


Better Homes 




House and Garden 


National Geographic 


Readers Digest 








Farm Journal 







Popular Mechanics 


Sports Afield 





Everywoman's Family Circle 


Good Housekeeping 


Ladies Home Journal 




Modern Romances 


Motion Picture 


Modern Screen 


Negro Households 
as % of Total 

Parents' Magazine 




True Confessions 


True Story 


Woman's Day 



American Weekly 


Family Weekly 




Look (Bi-Weekly) 




New Yorker 




Saturday Evening Post 


Sports Illustrated 




This Week 




TV Guide 









SOURCE: Starrh 1961 Consumer Magazine Report. To Be Reail : ii' 
that read American Home are Negro. 

of the homes 



22 OCTOBER 1962 

converters, Blonder- Tongue, esti- 
mated a sale of 30,000 converters. 

WOOK's John Panagos reported 
to sponsor that there'll be at least 
100,000 equipped families by air- 
date (early November) . Since the 
average Negro family contains four 
persons, VVOOK will start with an 
audience potential of 400,000, and 
the half-million figure should be 
passed by mid-December. (EI pro- 
jects all-channel set sales at 10,000 
per month in Washington, to the 
end of the year.) 

The uhl station will broadcast 
nights only. This affords room for 
about 35 national and local adver- 
tisers on the schedule, at a one- 
time card rate of $60 per minute; 
$30 for 10-seconds, and S500 for a 
programing hour. (Less frequency 

and pre-air discounts.) 

Filling the ad roster probably 
won't be too hard, but completing 
the program schedule is difficult. 
Between 6 and 1 1 p.m., WOOK's 
viewers will get two i/ 2 -hour news 
shows, from UPI film and slide 
service; Negro newscasters plus a 
Negro weathergirl. 

Following the early news, there'll 
be a dance party from 0:30 to 8 
p.m., with featured recording art- 
ists. Also, a half-hour spiritual/ 
gospel show, emceed by Ha/el 
Smith (who has a sizeable follow- 
ing on WOOK radio.) Mahalia 
Jackson's program is in, plus an 
unspecified-content women's half- 

Washington viewers also will get 
a nightly variety show, i/ 2 -hour, 

starring bands and local proles 
sional talent. "Jazz USA" comes 
once weekly (the show's from Steve 
Allen's Meadow lane Productions), 
and The Lionel Hampton Show 
will be a featured weekly attrac- 
tion (probably Thursday or Fri- 

Hampton has also been signed 
as musical director of the station. 
He's scouting now lor all the pro 
Negro talent he can find; intense 
cooperation with Howard Univer- 
sity is also under way. The new 
Ampex units attached to WOOK 
TV's 45 x 65 studio will be busy: 
major part of the programing will 
have to be station-created, live-on- 
tape. "Certainly it's difficult," says 
v.p. Panagos. "But we're looking 
(Please tut n to page 50) 

compared with strong audience of Negro-appeal radio 

Average Weekday share of Negro Audience 

Negro radio General radio 

% share and % share and 


No. of stations 

No. of stations 

New Orleans 



40.1% (8) 

San Francisco/Oakland 



46.0% (9) 




41.5% (4) 

Columbus, Ga. 



47.5% (4) 




36.0% (7) 




42.0% (9) 

Baton Rouge 



44.0% (6) 




49.0% (5) 




35.1% (5) 




33.3% (5) 

Average Weekday share of Negro Audience 
Negro radio General radio 


% share and 
No. of stations 

% share and 
No. of stations 


64.1% (2) 

34.7% (6) 

Washington, D. C. 

56.3% (2) 

40.9% (7) 


55.0% (2) 

38.0% (6) 


57.0% (2) 

41.0% (6) 

Los Angeles 

36.7% (1) 

52.5% (10) 


47.3% (2) 

48.6% (7) 


53.0% (3) 

39.0% (6) 

St. Louis 

60.0% (2) 

41.0% (9) 

Beaumont-Port Arthur 

46.0% (1) 

53.0% (7) 

Bernard Howard, from most recently Pulse and Hoopei metro area reports. 


Magazine readership is 
low in Negro families. 

Hut radio survey s/iows 
that strong stations can 
capture the market. 



22 OCTOBER 1962 



Picture Review 

Negro Radio touches 
its community with news, 
service and showmanship 

Audience-appeal: Fashion shows 
at WHAT (Philadelphia) drew the 
whole family, for merchandising 
"natural"; Falcon Publications get 
benefit of Queen contest at KDIA, 
San Francisco; new Buffalo station 
WUFO (bottom, I.) drew 18,000 
people into street parade; at WYLD 
it's jazz, New Orleans-style. 


Quality appeal overruns from programs into merchandising: Guiness stout at premium prices was successfully promoted by 
WWRL's "Dr. Jive" Lavong (N.Y.); turnout of 18,000 attends Miss KXOK contest (Dallas It. Worth); award-winning 
journalist Clarance Matthews becomes first Negro news director at WLOU (Louisville, Kx.); Starlight Revue run by WD1 \. 

Memphis, draws 8,000 people nightly, benefits charity. 

SPONSOR NEGRO ISSUE • 22 October 1962 


Picture Review 

Goodwill? It can be earned 100 different ways 

Homes & homemakers: Claudeite Black's guest show drew 1000 toys 
in appeal at WANT, Richmond, Va.; in Pittsburgh, women's editor 
l 33 Marlene Moore is active in community affairs. 


SPONSOR NEGRO ISSUE • 22 October 1962 



Diversity: Rodeo is promoted by LA 
deejay Larry McCormick, at KGFJ; in 
Cleveland, another deejay becomes & 
profitable "prisoner" of Carnation Milk 
for WABQ; St. Louis children enjoy 
snowballs in summer, courtesy KXLW : 
first Negro wire service starts in ]Vash- 
ington, D.C., lien Strouse (center) en- 
rolls WWDC; (top right) Cleveland 
shoppers get full treatment from WJMO 
merchandising team; Detroit's WCHB 
raised §1500 in one day for evicted share- 
croppers, in appeal led by Haley Bell, 
station owner (center) 


7 .lUriach Corp»™' ioB 

J«3 5* 

, 8 oVrt*« K1 SAN 




San Francisco 

1000 watts 





October 1, 1958 

J. Walter Carroll 


s Hash 


**tt* C0 ' KP ' 1 




in the spotlighl 

in The San Franciscc 

■*■ a c **e ft N* 

tea*. .. 

f " are /*^ «-»„ \ 

— - 1 -^i^SL^ri£^£ 


September 26, 1958 

7%e Patterson Chain,., 




m ': ;vn :;'"h:ks^. 1 , 



£?:*• MUter 

. .. >i REli>l NG 

23S Montgomery Str« ' & 9 , pt „ M t W« 

„,.. S ' ' N '" >o„ k .. . 

W ">K Ml 

because it's still TOP RATED 
Bay Area Negro Market 


"*o» r 

j i Patterson 
Mr. Norwood J. *■»* 
Station KSAN 

?Sl ««"f .rranfomia 

San Francisco, tail 
Djax Norwood: 

to regard it » 


+ to re fa**- 1 
^C r^aT^reacntns^^^:^. 

ition in I 
these stations f-^-^ wy 
mg public in V*P«^i M »sag. ^ 
value to the coimercu 

When personalities 
«, find them parti 
that "personality 
Our schedules " 
ability of t^ 
in this arj 

«""«' «W»CH - SOO PfSNIico comi 

KSAN a leader for over 40 years 

* KSAN has captured the Negro Market 
* 86.3% of Negro Market lives within 15 miles of KSAN 
* Award Winning Merchandising 

* Rated tops by Pulse and Conlan ^A 



This directory is constructed from replies to a sponsor 
questionnaire, circulated in July and September 1962 
among 250 stations which regularly schedule Negro-appeal 
programing. In general, stations are included only where 
the amount of Negro-appeal programing is either more 

than eight hours weekly, or greater than 10% of total 
weekly hours. Population figures for States are from the 
1962 Final Report of the Bureau of Census, based on the 
1960 poll. Population of individual markets is 1960 non- 
white census, for standard metro or urban area. 


NEGRO % 30.0 


Number of Negroes: 1960 Census, 

WAUD 250 w. (N) 1230-1000 w. 
(D). 15 yrs. on air; N (ABC) ; 125 
hrs. wkly. Negro-appeal program- 
ing: 12%; Deejay, 9%; Other music, 
1%; Religious, 2%. 

Featured air personalities: ABC 

Personalities, George Mitchell, Bob 
Sanders, David Daughtry. 

Station management: Elmer G. 
Salter, manager/sis. mgr. 


Number of Negroes: 1960 Census, 

WENN 5 kw. 1320 kc. 12 yrs. on 
air; Independent; McLendon Ebony 
Radio Group. 98 hrs. (D) ; 100% 
Negro-appeal programing: Deejay, 
49%; Religious, 35%; News, 5%; 
Community Service, 10%; Home- 
making, 1%. 

Featured air personalities: Rev. 
Faush, Paul Dudley White, Lahry 
Daley, Weldon Clark. 

Station management: Joe Lackey, 
manager. Rep: Bernard Howard. 

WJLD 1 kw. (D)/250 w. (N). 20 

yrs. on air; Independent. Johnston 
Broadcasting Company; 13214 nrs - 
wkly. 100% Negro-appeal program- 
ing: Deejay & Community Service, 
71%; Other Music, 8%; Religious, 
14%; News, 3%; Homemaking, 
2%; Other, 2%. 

Featured air personalities: Willie 
McKinstry, Trumon Puckett, Shelly 
"the Playboy" Stewart, Johnny 
"Jive" McClure, Jesse Champion, 
Pat Williams. 

Station management: Otis Dodge, 
manager. Rep: Boiling. 


Number of Negroes: 1960 Census, 
not available. 

WPRN 1 kw. 1220 kc. 3 yrs. on 
air. Independent. Daytime. 50% 
Negro-appeal programing: Deejay, 
36%; Other Music, 50%; Religi- 
ous, 10%; Community Service, 
2%; Homemaking, 2%. 

Featured air personalities: Jim 

Clayton, Cliff Burch. 

Station management: Paul D. 

Nichols, manager. Houston L. 
Pearce, sales manager. Rep: Key- 


Number of Negroes: 1960 Census, 

WOOF 5 kw. 560 kc. 15 yrs. on air; 
Independent; 95 hrs. (D) ; 15% 
Negro-appeal programing: Deejay, 
78%; Religious (gospel), 20%; 

News, 2%. 

Featured air personalities: Negro 
gospel music groups: Columbus 
Floyd & Gospel Travelers, Silver- 
tone Spirituals, Harmony Five, 
Skylarks, Travelers, Spiritual 
Knights, Rising Stars, Holy Won- 

Station management: Mrs. Agnes 
Dowling Simpson, manager. Mrs. 
Carolyn McEachin, sales manager. 
Rep: Thomas F. Clark; Dora-Clay- 
ton Agency; Harlan G. Oakes. 


Number of Negroes: 1960 Census, 

WULA 250 w. 1240 kc. 14 yrs. 
on air. MBS. Dixie Radio, Inc. 
123 hrs. wkly. 18% Negro-appeal 
programing: Deejay, 10%; Reli- 
gious, 3%; News, 5%. 

Featured air personalities: Johnny 
Lingo, Larry Williams, Lynn Wood, 
Martin J. Darity. 

Station management: Martin J. 
Darity, station manager. John T. 
Lingo, sales manager. Rep: Key- 


Number of Negroes: 1960 Census, 

WZOB 1 kw. 1250 kc. Independ- 
ent. 12 yrs. on air. Daytime. 6.60% 
Negro-appeal programing: Deejay, 
4%; Religious, 1.6%; Other live 
gospel, 1%. 

Featured air personalities: Slim 
Pierce, Willard Howell, Jess Moore, 
Don Lloyd, Chick Childers. 

Station management: Glenn M. 
Gravitt, owner. John B. Gravitt, 
sales manager. Rep: Keystone. 


Number of Negroes: 1960 Census, 

WEUP 5 kw. (D), 1600 kc. 4 yrs. 
on air; Independent; 101 hrs. (D) . 
100% Negro-appeal programing: 
Music, 40%; Religious, 46%; News, 
10%; Community service, 4%. 

Featured air personalities: Leroy 
Garrett, Andrew E. Dawkins, Shelly 



22 OCTOBER 1962 

Pope, Daisy C. Bush, Sonrose Rut- 
ledge, Jr. 

Station management: Leroy Gar- 
rett, manager. Andrew E. Dawkins, 
sales manager. Rep: Continental 
Radio Sales. 


Number of Negroes: 1960 Census, 

WJAM 5 kw. 1310 kc. 11 yrs. on 
air; Independent; 95 hrs. (D) . 
15% Negro-appeal programing: 
Deejay, 80%; Religious, 15%; 
News, 2%; Community service, 

Featured air personalities: Mr. 

Boogie Man, Jerry Lee, James 
Thomas 8c Bob Morris. 

Station management: J. M. Dris- 
kill, manager. Bob Morris, sales 
manager. Rep: Bernard I. Ochs. 


Number of Negroes: 1960 Census, 

WGOK 1 kw. 400 kc. 4 yrs. on air; 
O.K. Group; Daytime. 100% Ne- 
gro-appeal programing: Deejay, 
55%; Religious, 35%; News, 5%; 
Community service, 5%. 

Featured air personalities: Miss 
Mandy, Big Daddy Dandy, Deacon 
Sam, Topsy Turvey. 

Station management: Bob Grimes, 
manager. Lindsey Boykin, sales 
manager. Rep: Bernard Howard. 


Number of Negroes: 1960 Census, 

WRMA 1 kw. 950 kc. 9i/ 2 yrs. on 
air; Independent; Daytime; 100% 
Negro-appeal programing: Deejay, 
40%; Religious, 20%; News, 20%; 
Community service, 15%; Home- 
making, 5%. 

Featured air personalities: Ellis 
Ford, Rev. Wesley, Bobby Terry, 
Gretchen Jenkins. 

Station's management: Judd Sparl- 
ing, general manager. Rep: Bernard 


Number of Negroes: 1960 Census, 

WTUG 500 w. 790 kc. 4 yrs. on 
air; Independent; Skyline Network, 
Tri-Cities Broadcasting Co., Inc. 
100 hrs. (D) ; 100% Negro-appeal 
programing: Deejay, 15%; Other 
music, 28%; Religious, 41%; News, 
8%; Community service, 6%; 
Homemaking, 1%; Other, 1%. 

Featured air personalities: David 
Allen, James Knox, Emily Barrett, 
Eddie Paul. 

Station management: Jay Gilbert, 
manager. W. I. Dove, sales man- 
ager. Rep: National Time Sales. 


NEGRO % 21.8 


Number of Negroes: 1960 Census, 

KOKY 5 kw 1440 kc. 6 yrs. on air; 

Yes, Virginia 
there is a 


U. S. A. 


Columbia, S. C. 


Charleston, S. C 


- Florence, S. C. 


Savannah, Ga. 

Speidel Broadcasting Corp. 



Hooper Proves 
It Again. . . 


(The Big D) 


Highest Rated 










Full duplication on WJLN-FM 

National Representative 
The Boiling Company, Inc. 

C E Hooper. Mon -Fri 
May thru July. 1962 

SPONSOR NEGRO ISSUE • 22 October 1962 








with 300,000 
Negroes on 


WOPA • Oak Pork/Chicago 1 JCW. 

?£ feMwring 





represented by 



Specialists in Specialized Radio 
WDIA • Memphis 
WOPA • Oak Park/Chicago 
KFOX • Long Beach/Los Angeles 



Independent. McLendon Ebony 
Radio Group; 90 hrs. (D) . 100% 
Negro-appeal programing: Deejay, 
50%; Religious, 30%; News, 7%; 
Community service, 12%; Home- 
making, 1%. 

Featured air personalities: Jocko 
Carter, Bro. Weaver, Jean O. Bay- 

Station management: O. M. Teate, 
station manager. Rep: Bernard 


Number of Negroes: 1960 Census, 

K0TN am & fm; 250 w. 1490 kc. 

28 yrs. on air. Independent; 121 
hrs. wkly. 50% Negro-appeal pro- 
graming: Deejay, 40%; Religious, 
5%; News, 2%; Community serv- 
ice, 3%. 

Featured air personalities: 3 "B's", 
Bob Robinson, Bob Madison, Buzz 
Bennett and Oddball, Jerry Jones. 

Station management: Danny S. 
Jacobson, manager/sis. mgr. Rep: 
Hal Walton. 

KPBA 1 kw. 1590 kc. 5 yrs. on air; 
Independent; Daytime; 18% Negro- 
appeal programing: Deejay, 7%; 
Religious, 10%; News, 1%. 

Featured air personalities: Ken 

Koonce, Bob Meador, Tom Payton, 
Ralph Laveaux. 

Station's management: Howard M. 
Peters, manager/sis. mgr. Rep: 
Gene Bolles. 



NEGRO % 5.6 


Number of Negroes: 1960 Census, 

KDAY 50 kw 1580 kc. 15 yrs. on 

air. Independent. Rollins Broad- 
casting. Daytime. 100% Negro- 
appeal programing: Deejay, 70%; 

Other music, 10%; News, 10%; 
Community Service, 10%. 

Featured air personalities: Willie 
Bryant, Tommy Smalls, Lonnie 
Rochon, Johnny Otis, Arthur Lee 
Simpkins, John Roseboro. 

Station management: Mel Leeds, 

general manager. George Gilbreth, 
sales manager. Rep: Continental. , 
*Licensed to Santa Monica. 

KGFJ 1 kw. (D), 250 w. (N). 36 yrs. 
on air; Independent; 164 hrs. wkly. 
100% Negro-appeal programing: 
Deejay, 55%; Other music, 8%; Re- 
ligious, 10%; News, 6.5%; Commu- 
nity service, 17%; Other, sports, 

Featured air personalities: Johnny 
Magnus, Larry McCormick, Hunter 
Hancock, Herman Griffith, Rudy 
Harvey and Joseph Mathews. 

Station management: Thelma 
Kirchner, general manager. Molly 
Low, sales manager. Rep: Bernard 

KM LA (fm) 60 kw. 100.3 mc. 5 yrs. 
on air; Independent; 168 hrs. wkly; 

7.1% Negro-appeal programing: 
Deejay, 12%. 

Featured air personalities: Vein 
Stevenson — "J ust a Little Jazz"; 
John J. Anthony — "Comments on 
the News"; Chico Sesma's — "Latin 

Station's management: J. B. Kiefer, 

general manager. John L. Sullivan, 
sales manager. Rep: Fine Music 
Hi-Fi Broadcasters. 


Number of Negroes: 1960 Census, 

KDIA 1 kw. 1310 kc. 40 yrs. on 

air. Independent, Sonderling Sta- 
tions, 158 hrs. wkly. 92% Negro- 
appeal programing: Deejay, 70%; 
Religious, 20%; News, 6%; Com- 
munity service, 4%. 

Featured air personalities: "Ros- 
ko", Roland Porter, George Oxford, 
"Big Don", Jeanie Blevins and 
Wally Ray. 



22 OCTOBER 1962 



ratings, coverage, advertisers, 
community status — 




In audience — 

FIRST in every Negro Pulse lor two years 
Metro Negro Poise, Feb.-Mar. 1962 

6-9 AM 


12 N-6PM 





Station "B" 




In coverage - — 

ONLY Negro market station covering entire 
San Francisco -Bay Area Negro population. 

KDIA is the only local Negro station offering full range 
radio — wire news, International Negro Radio Service, 
women's programs, jazz, etc. 






Represented by BERNARD HOWARD CO. 

SPONSOR NEGRO ISSUE • 22 October 1962 



is more 


radio! It is the 
most effective 
medium for 
selling one of 
America's larg- 
est and richest 


The 982,000 high-income 
consumers in 

The proof: In an 18 -station market, 
WOOK Radio rates among the top 
two stations in total audience and is 
Number One in Washington, D. C, 
between 72N and 6 PM . . . accord- 
ing to Pulse, Jan-Feb. 1962. 





TUckerman 2-2500 

A Division of Unifed Broadcasting Co. 
Represented nationally by: 

NEW YORK: UBC Sales, 420 Madison Ave. 
CHICAGO: UBC Sales, Wrigley Bldg. 
ATLANTA: Dora-Clayton Agency, Inc. 

Station management: Walter Con- 
way, manager. Joseph Kapps, local 
sales manager. Rep: Bernard How- 







Number of Negroes: 1960 Census, 

WOOK 1 kw. 1340 kc. 16 yrs. on 
air; United Broadcasting; 24 hrs. 
100% Negro-appeal programing: 
Deejay, 60%; Other music, 5%; Re- 
ligious, 10%; News, 10%; Commu- 
nity service, 10%; Other, 5%. 

Featured air personalities: Cliff 

Holland, Bob King, Hazel Smith, 
"Tex" Gathings. 

Station management: John Panag- 
os, manager. E. Carlton Myers, 
sales manager. Rep: United, Sande- 
berg-Gates, Dora-Clayton. 

WUST 250 w. 1 120 kc. 15 yrs. on 
air; Daytime. 100% Negro-appeal 
programing: Deejay, 65%; Reli- 
gious, 20%; News, 10%; Commu- 
nity service, 5%. 

Featured air personalities: Bill 
Johnson, Al Jefferson, Co. Ed. 

Station management: Daniel Die- 
ner, manager. Perry D. Walder, 
sales manager. Rep: Bernard How- 


NEGRO % 17.8 


Number of Negroes: 1960 Census, 

WARN-am/fm 1 kw 1330 kc. 10 
yrs. on air. ABC; 126 hrs. wkly. 
4.8% Negro-appeal programing. 

Featured air personalities: Bill 
Hudson, Al Radlein, Bill Marlin, 
Mikki Martin, Howard Sharp, 
Jimmy Barr. 




Channel 14 

Washington, D.C 

A new concept in program- 
ming- America's first Tele- 
vision Station programmed 

for the Negro Market . 


Such internationally person- 
alities as: Mahalia Jackson 
-Lionel Hampton, and 

A newsf ilm and tape depart- 
ment concentrating on 
news of the Negro in the 
Nation's Capital. 

The finest in entertainment, 
news and stimulating public 
service programming to an 
audience of over 100,000 

(*) projected figures of the Elec- 
tric Institute of Washington, D. C. 




TUckerman 2-2500 

A Division of United Broadcasting Co. 
Represented nationally by: 

NEW YORK: UBC Sales, 420 Madison Ave. 
CHICAGO: UBC Sales, Wrigley Bldg. 
ATLANTA: Dora-Clayton Agency, Inc. 



22 OCTOBER 1962 


















■« w ■ # % ^ NRY sTEV£NS GARAGE 



ArrniiMTQ \ kahn sewing machine 












27to 57% SHARE! 

(PULSE-L.A. NEGRO MARKET • March-April 1961; 




"The VOICE of the NEGRO 






Represented by: 










Station management: Charles C. 
Castle, manager. George F. Van 
Houten, sales manager. Rep: Con- 
tinental Radio Sales. 


Number of Negroes: 1960 Census, 


WOBS 5 kw. 1360 kc. 11 yrs. on 
air; Independent; 1 3 1/2 nrs - wkly- 
(D) ; 100% Negro-appeal program- 
ing: Deejay, 54" (1 ; Religious, 25%; 
News, 8%; Community service, 
10%; Homemaking, 3%. 

Featured air personalities: Johnny 
Shaw (PD.) ; Rev. H. L. Herod 
(gospel DJ) ; Willie Martin (morn- 
ing personality) . 

Station's management: Al Keirsey, 
general manager. George W. John- 
ston, sales manager. Rep: Gill- 

WRHC 250 W. 1400 kc. 12 yrs. on 
air; Independent; 132 hrs. wkly. 
35% Negro-appeal programing: 

Deejay, 60%; Other music, 5%; Re- 
ligious, 20%; News, 5%; Commu- 
nity service, 5%; Homemaking, 5%. 

Featured air personalities: Ken 

Knight, Pearly Ruth Love, Abram 
King, Lewis Barnes. 

Station management: Harold S. 
Cohn, manager. Ronald H. Cohn, 
sales manager. Rep: Hal Walton, 
Bernard I. Ochs. 


Number of Negroes: 1960 Census, 

WMOP 1 kw. 900 kc. 9 years on 
air; Independent; Daytime; 10% 
Negro-appeal programing: Deejay, 
78%; Religious, lH/ 2 %; News, 
2\/ 2 %; Community service, 8%. 

Featured air personalities: Coun- 
try Jim, The Old Deacon, Rockin' 
Jerrv McLeod. 

Station management: Vernon Ar 
nette, station manager. Wayne 
Bullock, sales manager. 

Big Buy 


Big Beat Radio 



Larry Picus, Gen.-Mgr. 


Negro programming 

tor years. Easy second 

place among all stations. 

Hooper — Apr., May '62 

Pulse— July '62 

6 AM-6 PM 

Represented by: 

Gill-Perna, Inc., nationally 
Dora-Clayton, Southeast 


Number of Negroes: 1960 Census, 

WO KB 1 kw. 1600 kc. 3i/ 2 yrs. on 
air. Independent. Daytime. 100% 
Negro-appeal programing: Deejay, 
55%; Religious, 35%; News— Com- 
munity service, 10%. 

Featured air personalities: Nickie 
Lee, Ray Crume, Jolly Joe Nor- 
fleet, Jr. 

Station's market report: 97,300; 
10% on farms or in rural areas. 

Station management: John B. 
Cook, Jr., manager. Rep: Dora- 
Clayton, Harlan-Oakes. 


Number of Negroes: 1960 Census, 

WBOP 1 kw. 980 kc. 4 yrs. on air; 
E. O. Roden 8c Associates; 112 hrs. 
(D) . 100% Negro-appeal program- 
ing: Deejay, 70%; Religious, 10%; 
News, 16%; Community service, 
1 /o- 

Featured air personalities: Wally 
"The Cat" Mercer, Rev. Mickey 
Wills, Robert "Cooker" Morgan. 

Station's management: Zane D. 
Roden, manager/sis. mgr. Rep: 
National Time Sales, Bernard I. 


Number of Negroes: 1960 Census, 

WCNH 1 kw. 1230 kc. 14 yrs. on 
air; 118 hrs. wkly. 20% Negro-ap- 
peal programing: Deejay, 18%; Re- 
ligious, 1%; News, 1%. 

Featured air personalities: Bill 
Black, Doug Graham. 

Station management: A. K. Har- 
mon, manager. Rep: Geo. T. Hope- 


Number of Negroes: 1960 Census. 
Not Available. 

WTRR 1 kw. 1400 kc. 15 yrs. on 

air; 111 hrs. wkly.; Independent; 



22 OCTOBER 1962 

6% Negro-appeal programing: Dee- 
jay, 80%; Other music, 12%; Com- 
munity service, 8%. 

Featured air personalities: Gil 
Luck (announcer) , Kings of Joy 
(singing group) . 

Station's management: Myron A. 
Reck, general manager/sis. mgr. 
Rep: Hal Walton. 



Number of Negroes: 


I960 Census, 

WTMP 5 kw. 1150 kc. 11 yrs. on 
air. Independent. Rounsaville Ra- 
dio Stations; 81 his. wkly. (D) . 
100% Negro-appeal programing: 
Deejay, 40%; Religious, 10%; 
News, 10%,; Other music, 30%; 
Community service, 5%; Home- 
making, 5%. 

Featured air personalities: Goldie 

Thompson, Tom Hanker son, 
"Rockin" Rogers, Chuck Core. 

Station management: Jack Ever- 
bach, manager, Ralph B. Johnson, 
sales manager. Rep.: Gill-Perna. 

WY0U 10 kw. 1550 kc. McLen- 
don Ebony group; 84 hrs. wkly. 
(D) ; 100% Negro-appeal pro- 
graming: Deejay, 57%; Religious, 
28%; News, 10%; Community 
service, 5%. 

Featured air personalities: Johnny 
Bee, Brother Bill, The Bey of 
Tampa, Gig Gardner. 

Station management: Al Brooks, 
station manager, Rep: Bernard 


Number of Negroes: 1960 Census, 

WIRK 5 kw. (D), 1 kw. (N) 1290 

kc. 15 yrs. on air. Independent. 125 
hrs. wkly; 11.6% Negro-appeal pro- 
graming: Deejay 82. 8%; Religious, 

Featured air personalities: Bucky 

Station management: Joseph S. 
Field, Jr., manager. Rome Hart- 
man, sales manager. Rep.: Masla. 

NEGRO % 28.5 


Number of Negroes: 1960 Census, 

WDEC 1 kw. 1290 kc. 15 yrs. on 
air. 86 hrs. (D) . 15% Negro-ap- 
peal programing: Deejay, 50%; Re- 
ligious, 30%; News, 10%; Commu- 
nity service, 10%. 

Station management: Charles C. 
Smith, general manager. Donald 
M. Powers, sales manager. Rep: 
Indie Sales, Dora-Clavton. 


Number of Negroes: 


I960 Census, 

WD0L 1 kw. 1470 kc. 5 yrs. on air: 
James S. Rivers Group; ABC; 90 
hrs. (D) ; 17%, Negro-appeal pro- 
graming: Music, 70%; Religious, 
10%; News, 10%; Community 
service, 10%,. 

Featured air personalities: Jerry 
Buffmgton, John Davis. 

Station's management: Frank Har- 
mon, general manager. Comer 
Owens, sales manager. Rep: Thom- 
as F. Clarke. 


Number of Negroes: 1960 Census, 

WAOK 5 kw. 1380 kc. 8 yrs. on 
air; Independent; 24 hrs. daily. 
100% Negro-appeal programing: 
Deejay, 54%; Religious, 5%; News, 
5%; Community service, 4%; 
Homemaking, 5%; Jazz, 9%: Gos- 
pel, 18%. 

Featured air personalities: Bob 

McKee, Janice Johnson, Preston 
York, Ed Cook, Burke Johnson, 
Harrison Smith, Zilla Mays, Paul 

Station management: Stan Ray- 
mond, president. Ken Goldblatt, 
sales manager. Rep: Daren F. Mc- 


Number of Negroes: 1960 Census, 

WAUG 5 kw. 1050 kc. 10 yrs. on 

air; Independent; Daytime. 85% 
Negro-appeal programing: Deejay, 
45%; Religious, 25%; News, 5' 
Community service, 20%,: Other, 
Sports, 5%. 

Featured air personalities: Billie 
Jean, Mai Cook, Wayman White. 

Station management: J. L. Solo- 
mon, manager /sis. mgr. Rep: Grant 
Webb, Clarke Brown. 

WTHB 1 kw. 1550 kc. 2 yrs. on air; 
Independent; Daytime; 84 hrs. 
wkly.; 100% Negro-appeal program- 
ing: Deejay, 60%; Other music, 
3%,; Religious, 7%; News, 10%; 
Community service, 10%; Other, 

Featured air personalities: Tiny 
Jenkins, Allyn Lee, David Samuels, 
June Thompson. 

Station's management: Reese J. 
Vaughn, manager. Rep: Bernard 


Number of Negroes: I960 Census, 

WHAB 5 kw. 1260 kc. 7 yrs. on 
air; Independent; Daytime. 10% 
Negro-appeal programing: Reli- 
gious, 6%; Community service, 3%; 
Homemaking, 1%. 

Featured air personalities: Elmer 
Snodgrass, Danny Ratliff, Edd Tom- 

Station management: Fame 11 
O'Quinn, manager. Dorris Crum- 
mey, sales manager. 


Number of Negroes: 1960 Census, 

WBBK 1 kw. 1260 kc. 3 yrs. on air; 
Daytime; 30% Negro-appeal pro- 
graming: Deejay 25%; News, -1' , ; 
Community service, 1%. 

Featured air personalities: Sammy 
Barnes on "Countdown." 

Station's management: Wayne R. 

SPONSOR NEGRO ISSUE • 22 October 1962 



Foster, general manager. Jimmy S. 
Acree, sales manager. Rep: Key- 


Number of Negroes: 1960 Census, 

WMOG 250 W. 1490 kc. 22 yrs. on 
air; 140 hrs. wkly. 8% Negro-ap- 
peal programing: Deejay, 5%; Oth- 
er music, 35%; Religious, 35%; 
News, 10%; Community service, 

Station management: James R. 
Bryant, Jr., manager. George K. 
Wolfes, sales manager. Rep: Key- 


Number of Negroes: 1960 Census, 

WDMF 1 kw. 1460 kc. 6 yrs. on air; 
Daytime; Independent; 25% Negro- 
appeal programing: Deejay, 19%; 
Religious, 4%; News, 2%. 

Featured air personalities: Ed 


Station's management: Robert E. 
Thomas, manager. Rep: Harry 


Number of Negroes: 1960 Census, 

WGRA 1 kw. 790 kc. 12 yrs. on air; 
Billy Woodall Group; Indepen- 
dent; Daytime; 25% Negro-appeal 
programing: Deejay, 15%; Religi- 
ous, 5%; News, 5%. 

Featured air personalities: Greg 
Strang, Billy Collins. 

Station's management: Lowell E. 
Takles, general manager/sis. mgr. 
Rep: Hal Walton, Harry F. Can- 


Number of Negroes: 1960 Census, 

WCLS 1 kw. 1580 kc. 8 yrs. on 
air. Georgia Negro Group; 140 hrs. 
wkly. 100% Negro-appeal program- 
ing: Deejay, 50%; Other music, 
5%; Religious, 30%; News, 10%; 
Community service, 5%. 

Station management: Charlie H. 

Parish, Jr., manager. Ken Woodfin, 
sales manager. Rep: Bernard How- 
ward, Dora-Clayton. 

WOKS 1 kw. 1340 kc. 3i/ 2 yrs. on 
air; Independent; 162 hrs. (D) ; 
100% Negro-appeal programing: 
Deejay, 58.1%; Religious, 33.2%; 
News, 5.0%; Community service, 
1.0%; Homemaking, 1.6%; Other 
(educational), 1.1%. 

Featured air personalities: Jerry 
Allen, Rev. C. L. Miller, Dr. Jive, 
The Deuce, W. C. Hammonds, Jack 
the Bellboy. 

Station's management: Mary O' 
Shields, manager. Johnny O'Shields, 
sales manager. Rep: Bob Dore, 
Bernard I. Ochs. 


Number of Negroes: 1960 Census, 

WIBB 3 kw. 1280 kc. 14 yrs. on 
air; Independent. Georgia Negro 
Group; 96 hrs. (D) . 100% Negro- 
appeal programing: Deejay, 59%; 
Other music, 2%; Religious, 15%; 
News, 6%; Community service, 
16%; Homemaking, 1%; Other, 

Featured air personalities: King 
Bee, John Person, Bob Williams. 

Station management: Donald C. 
Frost, station manager. Rep: Bern- 
ard Howard, Dora-Clayton. 


Number of Negroes: 1960 Census, 

WYTH 1 kw. 1250 kc. 7 yrs. on 
air. Independent; Daytime, 13 1/ 2 
hrs. wkly. Negro programing: Dee- 
jay, 10%; Other music, 3%; Re- 
ligious, l/ 2 %. 

Featured air personalities: Steve 
Malone, "Cornbread" Cape, "Rock- 
in Richard" Mayfield. 

Station management: Jim Small, 
manager/sis. mgr. 


Number of Negroes: 1960 Census, 

WSOK 1 kw. 1230 kc. 5 yrs. on 
air. Independent; Speidel Broad- 
casting Corp. 24 hrs. per day. Ne- 
gro-appeal programing: Deejay, 
90%; Other music, 10%; Religious, 
25%; News, 10%; Community serv- 
ice, 15%; Homemaking, 3%; Oth- 
er, 47%. 

Featured air personalities: T. J. 

Polite, James Wiley. 

Station management: Don Fer- 
guson, manager. Al Eisenman, sales 
manager. Rep: Bob Dore, Dora- 


Number of Negroes: 1960 Census, 

WWNS 1 kw. (D) 250 (N) 1240 kc. 

16 yrs. on air; Independent; 117 
hrs. wkly.; 15% Negro-appeal pro- 
graming: Deejay, 50%; Religious, 

Station's management: Donald M. 
Dougald, general manager/sis. mgr. 
Rep: George Swearingen. 


Number of Negroes: 1960 Census, 

WJAT 1 kw. 800 kc. 12 yrs. on air; 
Daytime; Independent; 20% Negro- 
appeal programing: Deejay, 98%; 
Religious, 1%; News, 1%. 

Station's management: John J. 
Bailes, general manager. H. E. Buf- 
fington, sales manager. Rep: Gene 


Number of Negroes: 1960 Census, 

WGOV 5 kw. 950 kc. 22 yrs. on 



22 OCTOBER 1962 

air. Mutual network, 129 hrs. wkly. 

10% Negro-appeal programing: 

Deejay, 6%; Religious, 3%; News, 


Featured air personalities: Dick 

Walden, Don Hill, Bob Dunford, 

Bob Coker and Robert Barker. 

Station management: W. H. Kel- 
ler, Jr., manager. Mrs. A. B. Smith, 
sales manager. Rep: Bob Dore, 


Number of Negroes: 1960 Census, 

WACL 5 kw. 570 kc. 11 yrs. on 
air. Independent; 132 hrs. wkly. 
8% Negro-appeal programing: Dee- 
jay, 8%. 

Featured air personalities: Johnny 

Station management: James S. 
Rivers, Jr., manager. Rep: Pear- 
son National. 


NEGRO % 10.3 


Number of Negroes: 1960 Census, 

WAAF 1 kw. 950 kc. 40 yrs. on 
air; Independent. Daytime. 90% 
Negro-appeal programing: Deejay, 
80%; Religious, 5%; News, 5%; 
Community service, 5%; Other, 

Featured air personalities: Marty 
Faye, Vince Garritz, Daddy'o Daley, 
Jesse Owens. 

Station management: Thomas L. 
Davis, manager/sis. mgr. Rep: 

WBEE 1 kw. 1570 kc. 8 yrs. on 
air; Independent. Rollins Broad- 
casting. 105 hrs. (D). 100% Ne- 
gro-appeal programing: Deejay, 
60%; Other music, 25%; News, 
10%; Community service, 5%. 

Featured air personalities: Larry 
Wynn, Lon Dyson, Roy Wood, Jim 

Station management: Harry Wil- 
ber, manager. Rep: Continental. 

W0PA 1 kw. (D) 250 w. (N) 1490 

kc. 12 yrs. on air; Sonderling Sta- 
tions. 60% Negro-appeal program- 
ing: Deejay, 80%; Religious, 15%; 
News, 4%; Community service, 1%. 

Featured air personalities: Big Bill 
Hill, Pervis Spann. 

Station management: Al Michel, 
manager. R. Ray, sales manager. 
Rep: Bernard Howard. 

*Licensed to Oak Park. 

WYNR 5 kw. 1390 kc. Indepen- 
dent; Gordon McLendon Group; 
32 yrs. on air; 168 hrs. wkly.; 100%, 
Negro-appeal programing: Deejay, 
75%; Religious, 5%; News, 5%; 
Community service, 10%; Other, 
editorial, 5%. 

Featured air personalities: Lucky 
Cordell, Rodney Jones, Evyonne 
Daniels, Dick Kemp, Jim Randolph, 
John Evans, Roy Wood. 

Station's management: Jay J. G. 

Schatz, general manager. Rep: H-R. 


Number of Negroes: 1960 Census, 

WTAQ 1 kw. 1300 kc. 11 yrs. on 
air; Independent; 126 hrs. wkly. 
5% Negro-appeal programing: 
Deejay, 50%; Religious, 50%. 

Featured air personalities: Ralph 
Faucher, Vince Essig, Win Jolly, 
Reverend Bud Riley, Jim Mar- 

Station management: Arthur L. 
Schlaman, manager. Ralph Fauch- 
er, sales manager. 


NEGRO % 5.8 


Number of Negroes: 19^'u Census, 

WWCA 1 kw. n*y*r. sx 


A+r "ita, Georgia 
i ulOl says 

► WAOK has top adult Negro circulation in greater Atlanta. 

► WAOK "Liked Best" by 51.2% of adult Negro listeners. 

► WAOK "Informs Best" by 49.8% of adult Negro listeners. 

► And— much, much more about Atlanta's quality Negro station. 

*Send for your copy of the "Adult Negro Attitude Towards Atlanta 
Radio Stations" Survey. 



Represented by Daren F. McGavren Co., Inc. 


(0 & by WAOK) 
Montgomery, Alabama 


(WAOK Management) 
Augusta, Georgia 


22 OCTOBER 1962 





WEBB's greatest Service is 
Public Service! 
Leadership thru community 
Interest & Responsibility! 


i ft -store Demonstrations! 
Store Audits! 

Marquee «S Window Displays! 
Other Information on Request. 


Authoritative Sports Reporting 
by former All America orr 
football great, Bud*- 

- v° c3 \a s 

Outstanding 'm° n 

po* 1 


Directed by Eo. 
Assoc. White Hou. 

Associated Press 
Radio Pulse Beat 
Associated Correspondence 

100% Negro Programming 

Baltimore 16, Md. 

Samuel E Feldman, Exe<;. Vice I'res. & Gen. Mgr 
Represented by 

Bernard Howard and Co., Inc. 

20 East 46th St., New York 17 

OXford 7-3750 


air; Independent; 120 hrs. wkly. 
Negro-appeal programing: Deejay, 
15%; Religious, 1%; Community 
service, 2%. 

Featured air personalities: Vivian 
Carter & Lucky Cordell. 

Station management: Dee O. Coe, 
manager. Joe Haas, sales manager. 
Rep: Gill-Perna. 


Number of Negroes: 1960 Census, 

WGEE 5 kw. 1590 kc. 5 yrs. on 

air. Rollins Broadcasting. 84 hrs. 
(D) . 40% Negro-appeal program- 
ing: Deejay, 70%; Religious, 10%; 
News, 5%; Community service, 

Featured air personalities: Sid 


Station management: E. Kersh 
Walters, manager/sis. mgr. Rep: 

WIBB 3 oqpulATION 2,820,083 
air; Indepei^ (JLAT|0N 2 1 5,949 

Group; 96 hrs. ^, 

... — -nine: I 


Number of Negroes: I960 Census, 

WLOU 5 kw. 1350 kc. 14 yrs. on 
air; Independent; Rounsaville Ra- 
dio. 84 hrs. wkly. (D) . 100% Ne- 
gro-appeal programing: Deejay, 
40%; Other music, 30%; Religious, 
10%; News, 10%; Community serv- 
ice, 5%; Homemaking, 5%. 

Featured air personalities: Bill 
Summers (Gospel) , Tobe Howard, 
Jerry Tucker, Rudy Runnells 
(Rhythm and Blues) . 

Station management: Edward F. 
Shadburne, manager. Ralph B. 
Johnson, sales manager. Rep: Gill- 


NEGRO % 31.9 


Number of Negroes: 1960 Census, 


WXOK 1 kw. 1260 kc. 9 yrs. on 

air; Independent; OK Group. 91 
hrs. wkly. (D) . 100% Negro-ap- 
peal programing: Deejay, 44%; 
Other music, 2%; Gospel 8c spirit- 
ual, 44%; Religious, 1%; News, 
6%; Community service, 2%; 
Homemaking, 1%. 

Featured air personalities: Cousin 
Carrie, Diggie-Doo, Mr. B. & Gold- 
en Boy. 

Station management: Thomas L. 
McGuire, manager. Lucille J. Pol- 
lack, sales manager. Rep: Bernard 


Number of Negroes: 1960 Census, 

KV0L 1 kw. 1330 kc. 27 yrs. on air; 
19 hrs. wkly.; 14% Negro-appeal 
programing: Deejay, 70%; News, 
20%; Community service, 5%; 
7.1 Homemaking, 5%. 

Featured air personalities: Skip 
Stewart, Bob Main, Rod Bernard, 
Rod Wagener, Barry Thompson. 

Station's management: Evan H. 
Hughes, manager. 


Number of Negroes: 1960 Census, 

KA0K 1 kw. 1400 kc. 13 yrs. on 
air; Independent; OK Group. 126 
hrs. wkly. 16% Negro-appeal pro- 
graming: Deejay, 82%; Religious, 
10%; News, 7%; Community serv- 
ice, 1%. 

Featured air personalities: Bubber 
Lu tcher. 


SPONSOR NEGRO ISSUE • 22 October 1962 

Station management: W. L. Jack- 
son, manager. Rep: Bernard How- 

Deejay, 58%; Religious, 29%; News, 
9%; Community service, 3%; 


1 /o- 


Number of Negroes: 1960 Census, 

WBOK 1 kw. 800 kc. 11 yrs. on 
air; Independent; OK Group; Day- 
time. 100% Negro-appeal program- 
ing: Deejay, 40%; Religious, 50%; 
News, 5%; Community service, 
2%; Homemaking, 2%; Other, 

Featured air personalities: Hal 

Atkins, Larry McKinley, Joe Walk- 
er, George Truehart, Gus Lewis, 
Vernon Winslow (Dr. Daddy-O) . 

Station management: John J. 
Revisore, manager. Ralph B. John- 
son, sales manager. Rep: Gill- 






Number of Negroes: 


1960 Census, 

Featured air personalities: OKey 
Dokey, Mama Lou, Honey Boy, 
Hot Ziggety, Mr. Lucky. 

Station management: Edward 
Prendergast, manager. Fred 
Schwartz, sales manager. Rep: 
Bernard Howard. 

WYLD 1 kw. (D) 500 w. (N) 940 

kc. 13 yrs. on air; Independent; 
Rounsaville Radio. 163 hrs. wkly. 
100% Negro-appeal programing: 


Number of Negroes: 


1960 Census, 

KOKA 10 kw. 1550 kc. 12 yrs. on 
air; Independent; McLendon 
Ebony Group; 139 hrs. wkly. 100% 
Negro-appeal programing: Deejay, 
58%; Religious, 30%; Community 
service, 5%; Homemaking, 1%; 
News, 6%. 

Station management: Lloyd Mop- 
pert, manager. Rep: Bernard How- 

WANN 10 kw. 1190 kc. 16 yrs. on 
air; Independent; 84 hrs. (D) . 
100% Negro-appeal programing: 
Deejay, 67%; Religious. 18°; ; 
News, 8%; Community service, 
5%,; Other (sports) , 2%. 

Featured air personalities: "Hop- 
py" Adams, Kitty, Ron Pinkney, 
Sparky Mullen, Merrill Pittman, 
Jack Starr. 

Station's management: Morris H. 
Blum, manager /sis. mgr. Rep: Con- 


Number of Negroes: 


1960 Census, 


i WSID : 

I I 


Pulse, August 1962 Ratings 
6 a.m. to 12 noon 

12 noon to 6 p.m. 

Station B 



Negro programming also 

Highest rated 
Hooper Survey. 

1000 Watt clear channel station in the heart 
of an expanding Negro Market (34.3% in- 
crease . . . 1950-1960) 

Baltimore's pioneer Negro station . . . ever 
ready to aid your product sales through WSID 





22 OCTOBER 1962 



Station management: Thomas J. 
Warner, manager/sis. mgr. Rep: 
Bernard Howard. 

WEBB 5 kw. 1360 kc. 7 yrs. on 
air; Independent; Daytime. 100% 
Negro-appeal programing: Deejay, 
58%; Religious, 15%; News, 5-7%; 
Community service, 17-S 

Featured air personalities: Buddy 
Young, Eddie Morrison, Edmuns S. 
Dorsey (News Director) . 

Station management: Samuel E. 
Feldman, general manager. Rep: 
Bernard Howard. 

WITH 1 kw. 1230 kc. 21i/ 2 yrs. on 
air; Independent; 168 hrs. wkly. 
16% Negro-appeal programing: 
Deejay, 83%; Religious, 11%; 
News, 6%. 

Featured air personalities: Larry 

Station management: R. C. Em- 

bry, manager. Marvin Mirvis, sales 
manager. Rep: Select. 

WSID 1 kw. 1010 kc. 15 yrs. on 
air; United Broadcasting Co.; Inde- 
pendent; Daytime; 100% Negro- 
appeal programing: Deejay, 78%; 
Religious, 13%; News, 7%; Com- 
munity service, 2%. 

Featured air personalities: Paul 
"Fat Daddy" Johnson, Billy Foxx, 
Pauline Wells Lewis. 

Station's management: Helen G. 
Wherley, manager. James A. Doyle, 
sales manager. Rep: UBC Sales, 

WWIN 1 kW. 1400 kC. II yrs. on 
air; 24 hrs. daily; ABC; Negro- 
appeal programing: 8 p.m.-l a.m. 
Monday through Saturday. 

Featured air personalities: Jerry 
Kearns, Jack Gale, Kelson Fisher. 

Station's management: H. Shelton 
Earp, general manager. Ken Quor- 
tin, sales manager. Rep: Pearson 


NEGRO % 2.2 


Number of Negroes: 1960 Census, 

WILD 1 kw. 1090 kc. 16 yrs. on air; 
Independent; 85 hrs. (D) ; 75% 
Negro-appeal programing: Deejay, 
47%; Other music, 3%; Religious, 
30%; News, 10%; Community serv- 
ice, 5%; Homemaking, 3%; Other, 
2%. ' 

Featured air personalities: "Early 
Byrd," Rev. Melvin Massey, Doris 
Anne Allen, "Wildman" Steve, 
Stan "the Man" Monteiro, Skippy 

Station's management: Nelson B. 
Noble, general manager. Robert 
Heller, sales manager. Rep: Ber- 
nard Howard. 



NEGRO % 9.2 


Number of Negroes: 1960 Census, 

WCHB 1 kw. 1440 kc. 6 yrs. on air; 
Independent; Daytime. 100% Ne- 
gro programing: Deejay, 60%; Re- 
ligious, 15%; News, 10%; Com- 
munity service, 5%; Homemaking, 

Featured air personalities: Bill 
Williams, Larry Dixon, Trudy 
Haynes, George White, Lebaron 
Taylor, Milt Nixon. 

Station's management: Frank M. 
Seymour, manager/sis. mgr. Rep: 
Bob Dore, Dora Clayton. 

WJLB 1 kw. 1400 kc. 36 yrs. on 
air; Independent; Booth Broadcast- 
ing. Full Time. 75% Negro-appeal 
programing: Deejay, 50%; Reli- 
gious, 25%; News, 15%; Commu- 
nity service, 5%; Homemaking, 

Featured air personalities: "Sena- 
tor" Bristoe Bryant, "Joltin" Joe 
Howard and "Frantic" Ernie Dur- 


NEGRO % 42.0 


Number of Negroes: 1960 Census, 


WELZ 1 kw. 1460 kc. 3 yrs. on air. 
Hook Network; 98 hrs. (D) . 25% 
Negro-appeal programing: Deejay, 
50%; Religious, 25%; News, 15%; 
Community service, 10%. 

Station management: Win Beaver, 
manager/sis. mgr. Rep: Breen & 


Number of Negroesf 1960 Census, 

WGLC 250 W. 1580 kc. 11 yrs. on 
air; Independent; 84 hrs. (D) ; 
28.4% Negro-appeal programing: 
Deejay, 12.3%; Other music, 7.05%; 
Religious, 7.05%; News, 1.0%; 
Community service, 1.0%. 

Featured air personalities: "Big 
Ben's Jive Junction." 

Station's management: Benton 
Bickham, manager. Leonard Gia- 
cone, sales manager. Rep: Key- 


Number of Negroes: 1960 Census, 

WROX 250 W. 1450 kc. 20 yrs. on 
air; MBS; Mid-south Radio Net- 
work; 18 hrs. wkly.; 24.5% Negro- 
appeal programing: Deejay, 80%; 
Religious, 15%; News, 2%; Com- 
munity service, 2%; Homemaking, 

Featured air personalities: Early 
Lee Wright. 

Station's management: Thomas G. 
Reardon, general manager. Helen 
Alice Sugg, sales manager. Rep: 



22 OCTOBER 1962 


Number of Negroes: 


I960 Census, 

WCBI 1 kw. 550 kc. 22 yrs. on air; 
121 1/ 2 hrs. wkly. 12% Negro-appeal 
programing: Deejay, 70%; Reli- 
gious, 25%; News, 1%; Commu- 
nity service, 4%. 

Featured air personalities: Evan 
Lewis, Tony Cross, Pete Webb. 

Station's management: Bob Evans, 
general manager. Ray Crummy, 
sales manager. Rep: Masla, C. K. 


Number of Negroes: 1960 Census, 

WESY 1 kw. 1580 kc. 4i/ 2 yrs. on 
air; Independent; Daytime. 100% 
Negro-appeal programing: Deejay, 
62.0%; Religious, 25.89%; News, 
6.84%; Community service, 4.46%; 
Homemaking, 1.0%. 

Featured air personalities: Eddie 
Williams, "Rockin' Eddie"; Albert 
Ballard, "Swinging Al"; James 
Frazier, "Jumpin' James"; John 
Lindsey, "Deacon John"; Dorothy 
Edwards, Homemakers Show. 

Station management: Paul Art- 

man/Miller Abraham, managers. 
Miller Abraham, sales manager. 
Rep: Bob Dore, Dora-Clayton. 

WGVM 5 kw. 1260 kc. Indepen- 
dent; Mid- America Group; 15 yrs. 
on air; 100 hrs. wkly. (D) ; 24% 
Negro-appeal programing: Deejay, 
83%; Religious, 13%; Other, 4%. 

Featured air personalities: Jiving 


Station's management: Edward M. 
Guss, general manager. Jack R. 
Stull, sales manager. Rep: Devney. 


Number of Negroes: 


I960 Census, 

Negro-appeal programing: Deejay, 
46%; Religious, 39% News, 7%; 
Community service, 7%; Home- 
making, 1%. 

Featured air personalities: Poppa 
Rock, Jobie Martin, Johnny Bee, 
Bruck Payne. 

Station management: Al Brooks, 
manager. Rep: Bernard Howard. 


Number of Negroes: 1960 Census, 

WMBC 250 w. 1400 kc. 15 years 
on air; Mid-Dixie Group; Key- 
stone network; 111 hrs. wkly.; 15% 
Negro-appeal programing; Dee- 
pay, 84%; Religious, 14%; News, 

Featured air personalities: Roose- 
velt Webb (The Rooster) . 

Station management: Frederick 
A. Davis, general manager. Billy 
Brunt, sales manager. Rep: George 


Number of Negroes: 1960 Census, 

WSSO 250 w. 1230 kc. 14 yrs. on 

air; Independent; 119 hrs. wkly. 
12% Negro only, 40% N&Wh: Dee- 
jay, 20% Negro only, 80% N&W; 
Religious, 80% Negro only, 20% 


Station management: Joe Phil- 
lips, manager/sis. mgr. Rep: Key- 

WOK J 5 kw 1590 kc. 8 yrs. on air; 
Independent; McLendonEbony Ra- 
dio Group; 97 hrs. (D) . 100% 


Number of Negroes: 1960 Census, 

WR0B 250 w. 1450 kc. 15 yrs. on 

air; Mutual network; 114i/ 2 hrs. 
wkly. 20% Negro-appeal program- 
ing: Deejay, 50%; Religious, 30%; 
News, 5%; Community service, 

Featured air personalities: Clyde 
McPherson, Lee Delcure "Pop Fri- 
day," Boyce Taylor. 

Station management: John E. 
King, Jr., manager. Jack Dalton, 
sales manager. Rep: C. K. Beaver, 


NEGRO % 9.0 


Number of Negroes: 1960 Census, 

KPRS 1 kw. 1590 kc. 10 yrs. on 
air; Independent; 91 hrs. (D) . 
100% Negro-appeal programing: 
Deejay, 48%; Religious, 14%; 
News, 11%; Community service, 
21%; Homemaking, 6%. 

Featured air personalities: Chuck 
Moore and Dave Butler. 

Station management: Andrew R. 
Carter, manager. Richard E. Pitts, 
sales manager. Rep: Pearson Na- 


Number of Negroes: 1960 Census, 

KATZ 5 kw. 1 600 kc. 7 yrs. on air; 
Independent; 133 hrs. wkly. 100% 
Negro-appeal programing: Deejay, 
40%; Religious, 25%; News, 12%; 
Community Service, 17%; Home- 
making, 5%; Other Music, 1%. 

Featured air personalities: Dave 
Dixon, Robert B. Q., Gracy, Leon- 
ard Morris, Buddy Lonesome, Wy- 
netta Lindsey, Rick Darnell and 

Station managment: Bentley Alan 
Stecher, manager. Martin O. 
Browne, sales manager. Rep: Pear- 
son National. 

KXLW 1 kw. 1320 kc. 15 yrs. on 
air; Independent; Daytime. 100% 
Negro-appeal programing: Deejay, 
66%; Religious, 25%; News, 5.5%; 
Community service. 2.5%. 

Featured air personalities: (The 
G) George Logan, Jimmy Bishop, 
Lou Thimes. 


22 OCTOBER 1962 




Negro Market 


143% from 

1950 to 1960* 


Jimmy Lyons 

Malcolm Erni 

Joe Ricco 

Eddie O'Jay 

Dora Richardson 


*Source: U.S. Census 
Nat'l Rep. Bernard Howard, Inc. 

Station management: Richard Mil- 
ler, manager. Philip O'Brien, sales 
manager. Rep: Bernard Howard. 


NEGRO % 8.5 


Number of Negroes: 1960 Census, 

WHBI-fm 3 kw. 105.9 mc. On air 

1962; 126 hrs. wkly. 100% Negro- 
appeal programing: Deejay, 34%; 
Religious, 33%; News, 10%; Com- 
munity service, 20%; Homemaking, 


Featured air personalities: Bill 
Stubbs, Lundy Lewis, Inez Greene, 
Ernestine B. Washington, William 
O'Neal, Lawrence Roberts, B. Ben- 
jamin Cantrell. 

Station management: William A. 
Masi, manager/sis. mgr. Rep: Bill 
Masi Network. 

WNJR 5 kw. 1430 kc. 15 yrs. on 
air; Independent; Continental 
Broadcasting. 100% Negro-appeal 
programing: Deejay, 55%; Reli- 
gious, 10%; News, 10%; Commu- 
nity service, 25%. 

Featured air personalities: George 
Hudson, Herman Amis, Mark Alan, 
Charlie Green, Clint Miller, 
George "Hound Dog" Lorenz, Dan- 
ny "Catman" Stiles. 

Station management: Leonard 
Mirelsen, manager. Rep: Conti- 
nental Broadcasting. 

' '"'I 


NEGRO % 1.8 


Number of Negroes: 1960 Census, 

KWEW 5 kw. 1480 kc. 24 yrs. on 
air; 128 hrs. wkly. 16% Negro-ap- 
peal programing: Deejay, 100%. 

Featured air personalities: Jack 
Parry, Max Leach, Ron Beach. 

Station management: Harry Mc- 
Adams, manager. Phil McGee, sales 
manager. Rep: Grant Webb, Key- 


NEGRO % 8.4 


Number of Negroes: 1960 Census, 


WUFO 1 kw. 1080 kc. 9 months on 
air; Independent; Dynamic Broad- 
casting; 105 hrs. (D). 100% Ne- 
gro-appeal programing: Deejay, 
82.5%; Other music, 0.5%; Reli- 
gious, 13.0%; News, 3.0%; Commu- 
nity service, 0.5%; Homemaking, 
Educational, 0.5%. 

Featured air personalities: Eddie 
O'Jay, Jimmy Lyons, Joe Rico. 

Station management: Joe Bassett, 
manager. Jim Corrin, sales man- 
ager. Rep: Bernard Howard. 


Number of Negroes: 1960 Census, 

WADO 5 kw. 1280 kc. 36 yrs. on 

air; Bartell Broadcasters; Indepen- 
dent; 24 hr. full-time daily; 30% 
Negro-appeal programing: Deejay, 
80%; Religious, 10%; News, 5%; 
Community service, 5%. 

Featured air personalities: Joe 

Crane's Gospel Highway, Symphony 
Sid, "Jocko" Henderson. 

Station's management: Sydney 
Kavaleer, manager. Thomas Vis- 
cardi, sales manager. 

WLIB 1 kw. 1190 kc. 20 years on 
air; Independent; 100 hrs. wkly. 



22 OCTOBER 1962 

the very 

SpeClCll StCllWTl It's a big headline, we know. But WLIB 

• .-. y . has a big story to tell. 

Ill Zfie laVtjeSl Tne Negro community it serves 

^QTiOPinll^Orl Wl/ivkot" (1,600,000) is by itself, the 

dpvviujii6vu nnvi rvvb sjxth largest market in America 

^ <Y) A WVl DW*^ Ofl wortn y °f anv advertiser's interest. Its food alone, is 
V'V <£±.IIvXj>I vlAA) over 517-million a year. Its spendable income is in 

excess of 2.2-billion. 

In this specialized market the very special station is WLIB. 
What makes it so special is that it has been first in every 7 county Pulse 
taken since 1955. It has been consistently first in Community 
Service Programming, with more time alloted for this function 

than all other Negro stations in the market 
combined. It is first in Negro News, news-in-depth and 
editorials, with more beeps, more personal interviews and more 
on-the-spot reports than any other station. And it has been far and away 
FIRST with national advertisers year after year. 

If you want to reach this enormous 

"specialized market" the very special 

station is WLIB. 

Pulse has just completed a socio-economic study of the Negro 
Community of Greater New York. It's the first of its kind made since 
1952. We believe you'll find some fascinating 
facts to help you in your media planning. It's yours FREE. Just 
write to WLIB, 310 Lenox Ave.. New York 27, N. Y. 


/OcascLuo C^O'L/te/i 

SPONSOR NEGRO ISSUE • 22 October 1962 37 

(D) ; 95% Negro-appeal program- 
ing: Deejay, 23%; Other music, 
5%; Religious, 25%; News, 15%; 
Community service, 10%; Home- 
making, 7%; Jazz, 15%. 

Featured air personalities: Jack 
Walker, Joe Bostic, Lorenzo Ful- 
ler, Evelyn Cunningham, Rocky 
Groce, Mercer Ellington. 

Station management: Harry No- 
vik, general manager. William 
Warren, sales manager. Rep.: Ber- 
nard Howard. 

WWRL 5 kw (D & N) 1600 kc. 36 

yrs. on air; Independent; 163 hrs. 
wkly. 100% Negro-appeal program- 
ing Monday-Friday: Deejay, 53%; 
Other music, 1%; Religious, 20%; 
News, 14%; Community service, 
8%; Homemaking, 4%. 

Featured air personalities: Hal 

Jackson, "Doc" Wheeler, Fred 
Barr, Alma John, Dr. Jive, Art 
Rust, Hot Rod, Leon Lewis, Herb 
Norman, Major Robinson, Frank 
"Bongo" Graham, Bill McCreary. 

Station management: Edith Dick, 

manager. Selvin Donneson, sales 
manager. Rep: Pearson National. 



NEGRO % 24.5 


Number of Negroes: 1960 Census, 

WBBB 5 kw. 920 kc. 21 yrs. on 

air; Daytime. lH/ 2 % Negro-appeal 
programing: Deejay, 86%; Reli- 
gious, 16%. 

Featured air personalities: Jim 


Station management: E. Z. Jones, 
manager. C. Robert Ray, sales man- 
ager. Rep: Thomas Clark. 


Number of Negroes: 1960 Census, 

In New York, all-Negro 24 hours a day 

(MOfl-Fri) Music & Community News/New York City, DE 5-1600 

WSRC 1 kw. 1410 kc. 8 yrs. on 
air; Independent; 100 hrs. (D) . 
100% Negro-appeal programing: 
Deejay, 70%; Other music, 5%; Re- 
ligious, 10%; News, 5%; Commu- 
nity service, 5%; Other, 5%. 

Featured air personalities: Norlley 
Whitted, Bro. T. Ruth, Rip Aus- 
tin, James (Goat) Blount, & Will 
Bill Hennessee. 

Station management: Jim Mayes, 
manager. Ray Childers, sales man- 
ager. Rep: Continental Broadcast- 
ing, Bernard I. Ochs. 


Number of Negroes: 1960 Census, 


WCNC 250 W. 1240 kc. 23 yrs. on 
air; Independent; 117 hrs. wkly. 
25% Negro-appeal programing: 
Deejay, 89%; Religious, 5%; News, 
3%; Community service, 1%; 
Homemaking, 1%; Other, 1%. 

Featured air personalities: Joe 

Lamb, Jr., Jimmy Raper, Bill 
Wimslow, Art Simmons, Jimmy 
Weeks, Gordy Cole, Des Barclay. 

Station management: J. L. Lamb, 

Jr., manager. D. S. Barclay, sales 
manager. Rep: Bogner & Martin. 


Number of Negroes: 1960 Census, 
not available. 

WBLA 1 kw. 1440 kc. 6 yrs. on air; 
Daytime; Independent; 30% Negro- 
appeal programing: Deejay, 50%; 
Religious, 25%; News, 10%; Home- 
making, 5%; Other, 10%. 

Station's management: Chatham 
C. Clark, manager. Norgie Hester, 
sales manager. Rep: Keystone. 


Number of Negroes: 1960 Census, 
not available. 

WAGY (am/fm) 1 kw. 1320 kc. 4 

yrs. on air; Independent; FM-113, 
AM-89 hrs. wkly. (D) ; 25% Negro- 
appeal programing: Deejay, 80%; 



22 OCTOBER 1962 

Religious, 10%; News, 5%; Com- 
jmunity service, 5%. 

Featured air personalities: "Uncle 

Station's management: Fred Blan- 
ton, manager. 

er, manager. Jack Allers, sales man- 
ager. Rep: H-R. 


Number of Negroes: 1960 Census, 

WGBG 1 kw. (D) 250 w. (N) 1400 

kC. 20 yrs. on air; ABC network; 
137 hrs. wkly. 11% Negro-appeal 

Featured air personalities: Bob 

Montgomery, Slim Martin, Larry 
I Hill, James Williams. 

Station management: Ralph M. 
I Lambeth, manager. Jack Rimmer, 
sales manager. Rep: Bob Dore. 


Number of Negroes: 1960 Census, 

WELS 1 kw. 1010 kc. 12 yrs. on 
air; 84 hrs. (D) .12% Negro-appeal 
programing: Deejay, 80%; Reli- 
gious, 20% music. 

Featured air personalities: Andy 
Boy Herring. 

Station management: Jack P. 
Hankins, manager/sis. mgr. Rep: 
Bogner & Martin, Whitehead Asso- 


Number of Negroes: 1960 Census, 

WCEC 1 kw. 810 kc. 15 yrs. on 
air; Tobacco Network; 98 hrs. wkly. 
8% Negro-appeal programing: Dee- 
jay, 50%; Religious, 30%; Commu- 
nity service, 20%. 

Featured air personalities: Ralph 
Sturtevant, Sam Bland, Bart Rit- 
ner, Joe Louis Hunter, Ray Wilkin- 
son, Mike Warner. 

Station management: Mel War- 
ner, manager. Ray Thompson, sales 
manager. Rep: Pearson National. 


Number of Negroes: 1960 Census, 

WRAL 1 kw. 1260 kc. 23 yrs. on 
air; Independent; Capitol Broad- 
casting; 133 hrs. wkly. 6% Negro- 
appeal programing: Deejay, 2%; 
Other music, 1%; Religious, 2%; 
News, 1/2%' Community service, 


Featured air personalities: J. D. 

Lewis (Negro) ; Jimmy Simpson, 
Tom Tucker, Merle Kelly, Skip 

Station management: Tom Tuck- 


Number of Negroes: 1960 Census, 

WYAL 5 kw. 1280 kc. 2i/ 2 yrs. on 
air; Independent; Daytime. 24% 
Negro-appeal programing: Reli- 
gious, 6%; News, 2%; Community 
service, 1%. 

Station management: Byron 

Thomas, manager/sis. mgr. 


Number of Negroes: 1960 Census, 

WADA 500 W. 1 390 kc. 4 yrs. on 
air; Independent; Daytime. 10% 
Negro-appeal programing: Deejay, 
90%; Religious, 10%. 

Featured air personalities: Ken 
Vassey and G.I. 

Station maangement: Boyce J. 
Hanna, manager. Harold J. Noles, 
sales manager. Rep: Grant Webb. 

Deejay, 60%; Other music, 10%; 
Religious, 10%; News, 5%,; Com- 
munity service, 15%. 

Featured air personalities: Ted 

Hooker, "Mustard" (Frank Rice) , 
Smiley O'Brien. 

Station management: Penn T. 
Watson, Jr., manager. Richard 
Dyles, sales manager. Rep: Clark 

WVOT am/fm. am: 1 kw. (D) 500 
w. (N) 1420 kc. fm: 23,500 w. 
106.1 mc. 14 yrs. on air; Carolina 
Network; 118 hrs. wkly. 20% Ne- 
gro-appeal programing: Deejay, 
60% o ; Other music, 20%; Religious, 
10%; News, 5%; Community serv- 
ice, 5%. 

Featured air personalities: Wil- 
liam J. Wiggs. 

Station management: Harry W. 
Severance, manager. P. O. Barnes, 
sales manager. Rep: Devney. 


Number of Negroes: 1960 Census, 

WGTM 5 kw 590 kc. 25 hrs. on 
air; Mutual network; 128 hrs. wkly. 
10i/ 2 % Negro-appeal programing: 


NEGRO % 8.1 


Number of Negroes: 1960 Census, 

WCIN 1 kw. 1480 kc. 8 yrs. on 
air; Rounsaville Radio; Independ- 
ent; Daytime. 100% Negro-appeal 
programing: Deejay, 40%; Reli- 
gious, 25%; News, 15%; Commu- 
nity service, 20%. 

Featured air personalities: Bill 
Clark, Bill Hall, Alex Martin, Rev. 
Swanson, Ed Wright. 

Station management: Carl Glick- 
en, general manager/sis. mgr. Rep: 
Pearson National. 


Number of Negroes: 1960 Census, 

WABQ 1 kw. 1540 kc. 3 yrs. on 
air; Independent; Daytime. 100% 


22 OCTOBER 1962 




top Negro 
talent . . . 
backed with 
consistent and 

promotion to 
deliver your 
message to 
260,000 Negroes 
at Cleveland's 
* * * 



Cleveland, Ohio 

♦Pulse, May-June, 1962. 

Represented nationally by: 

NEW YORK: UBC Sales, 420 Madison Ave. 

CHICAGO: UBC Sales, Wrigley Bldg. 

ATLANTA: Dora-Clayton Agency, Inc. 


Negro-appeal programing: Deejay, 
70%; Religious, 20%; News, 6%; 
Community service, 4%. 

Featured air personalities: "Jock- 
ey" Jack Gibson, Eddie Castleberry, 
Valena Minor Williams, I. H. Gor- 
don, "Chuck" Richardson. 

Station management: Bert Noble, 
manager/sis. mgr. Rep: Bernard 

WJMO 1 kw. (D) 250 w. (N) 1450 

kc. 15 yrs. on air; Independent; 
United Broadcasting; 163 hrs. wkly. 
92% Negro-appeal programing: 
Deejay, 80%; Other music, 3%; Re- 
ligious, 9%; News, 3%; Community 
service, 5%. 

Featured air personalities: Jockey 
John Slade, Mary Holt, Wil Rudd, 
Al Clarke, Ken Hawkins. 

Station management: C. C. Court- 
ney, general manager. Don Bruck, 
sales manager. Rep: United, Dora- 



Programmed | 

100% for 
320,000 Negro listeners 
Beamed at AIL of Northeastern Ohio im- 
portant Negro population. Buy time where 
your dollar has more return. You sell for 
sure when you're heard on 


Cleveland, Ohio 

Bernard Howard & Co. 

National Representatives 



Number of Negroes: 1960 Census, 

WHK0 1 kw. 1580 kc. 14 yrs. on 
air; Independent; 84 hrs. (D) . 7% 
Negro-appeal programing. 

Featured air personalities: Eddie 

Station management: Bert Charles, 
manager. Bill Selander, sales man- 
ager. Rep: Venard, Torbet & Mc- 



NEGRO % 6.6 


Number of Negroes: 1960 Census, 

KT0VV 250 w. 1 340 kc. 1 yr. on air; 
Independent; 163 hrs. wkly.; 18% 
Negro-appeal programing: Deejay 
80%; Religious, 20%. 

Featured air personalities: Frank 
Z. Berry, Daddy "G," Boom Boom, 

Station's management: Larry Eck, 
general manager. Bob Allen, sales 

NEGRO % 7.5 


Number of Negroes: 1960 Census, 

WHAT 1 kw. 1340 kc. (non-direc- 
tional). 37 yrs. on air. Independ- 
ent; 163i/ 2 hrs. wkly. 100% Negro- 
appeal programing: Deejay, 42%; 
other music, 0.5%; Religious, 14%; 
News, 12i/2%; Community service, 
16%; Homemaking, 10%. 

Featured air personalities: Hot 

Rod, Mary Dee, Lloyd Fatman, 
Bill Curtis, Buddy Dee, Randy Dix- 



22 OCTOBER 1962 

what's happening in PHILADELPHIA? 


Astonishin g chan ge now affecting the media 
strategy of many enlightened advertisers. 

Look at two recent revelations from the pages of... 


vwth sums*/ ttoamta, eomOt* 

Negro Pupil Enrollment 
Tops 50% Mark Here 

By FETE* H. 1IN3EN j 
Of rteSumi* Staff 
Negro enrollment In the Phil- 
adelphia public schools has 
gone over 50 per cent for the 
first time in history here. 
A racial survey made bv the 
card o f Education found that 
June com- 
t of the city^ 

AUG. 30, 1962 

Negroes in high schools reflect* 
their greater school dropout 
rate. Many factors contribute 
to school dropout but it is con- 
sidered one of the most critic*) 
problems facing American edu- 

The survey showed that * 
considerable amount of de facto 
segregation exists rn the Phila- 
delphia public schools. T»« facto 
segregation is searegatioj 
f acUwLnot in law. 

Economy Uagu* Report; 

City's White Population 

Is Down by 340,000 

The Pennsylvania Econoroyl —Berwreen 1955 and 1960, 
League reported yesterday that Unout 23,000 migrated here 
200,000 white person* and 75,- *** J**. Of these 17,000 
000 nonwrutes migrated to Phii-H* ***« "* «■«» n<mwhltr 
adelpfrta during the 1850s. j Terson-to-Penoa' Plan 

In the same decade, 540,000 —From «0 to 75 
whites left the city, the PELjthe 
said The 200,000 whites, who; 

tgrated to the City, offset 
vement from the 

SEPT. 23, 1962 

Indeed, this is America's third Negro market, by a wide margin — and growing at an incredible 
rate. Philadelphia is nearly 30% Negro . . . almost 700,000 persons — and larger than the 
total population of a score of "major" cities. 

Where are your ad dollars in Philadelphia? Can Negro-delphia be ignored any longer? Isn't it 
about time you re-examined your strategy here? 

A small budget siphoned off your major effort can establish a product franchise in this "make 
or break" market. Many are doing it with as little as $10,000 per year invested with WHAT 
Radio ... a station with a distinguished record of service to its community and advertisers. 

Call John E. Pearson Co. for more provocative details. 

WHAT Radio Center, 3930-40 Conshohocken Ave., Philadelphia 31, Pa. • TRinity 8-1500 

SPONSOR NEGRO ISSUE • 22 October 1962 




Bill Powell 

Sir Walter Raleigh Porky Chedwick 

Marlene Moore 

Tony Quinn 

Alexander Martin 

Sunny Jim Kelsey 

selling the 



Negro Market 

for 14 years 

WAMO AM & 72,000 WATTS FM 
Nat'l Rep. Bernard Howard, Inc. 


on, George Lyle, Mary Mason. 

Station management: William A. 
Banks, president/general manager. 
Dolly Banks, station manager. Rep: 
Pearson National. 

WDAS 5 kw. 1480 kc. 40 yrs. on 

air; 165 hrs. wkly; Independent. 
100% Negro-appeal programing: 
Deejay, 70%; Other music, 1%; Re- 
ligious, 5%; News, 15%; Commu- 
nity service, 5%; Homemaking, 2%; 
Other, 2%. 

Featured air personalities: George 
Johnson, Jr., Kae Williams, John 
Bandy, Georgie Woods, "Jocko," 
Louise Williams, Charles Geter, 
Chet Carmichael, Chuck James, 
Jim Klash, Bernice Thompson, 
Mitch Thomas. 

Station management: Robert A. 
Klein, manager. William H. Vogt, 
general sales manager. Rep: Bern- 
ard Howard. 


Number of Negroes: 1960 Census, 

WAMO 1 kw. 860 kc. 14 yrs. on 
air; Independent; Dynamic Broad- 
casting; Daytime. 100% Negro-ap- 
peal programing: Deejay, 80%; Re- 
ligious, 60%; News, 8.9%; Commu- 
nity service, 2%; Homemaking, 
2%; Other, 1.5%. 

Featured air personalities: Sir Wal- 
ter, Bill Powell, Porky Chedwick, 
Sunny Jim Kelsey, Alexander Mar- 

Station management: Leonard 
Walk, manager. Joe Bassett, sales 
manager. Rep: Bernard Howard. 


NEGRO % 34.8 


Number of Negroes: 1960 Census, 

WPAL 1 kw. 730 kc. 15 yrs. on 
air; Independent; Speidel Broad- 
casting; 84 hrs. wkly. 100% Negro-* 
appeal programing: Deejay, 40%; 
Other music, 5%; Religious, 40%; 
News, 5%; Community service, 

Featured air personalities: Bob 

Nichols, Bishop David Joiner, Flo 
Myers, Ulysses Lark, John Wesley, 
Matthew Mouzon. 

Station management: Bob Chrys- 
tie, manager/sis. mgr. Rep: Bob 
Dore, Dora-Clayton. 


Number of Negroes: 1960 Census, 

WESC 10 kw 660 kc. 15 yrs. on 

air; Independent; 84 hrs. (D) . 30% 
Negro-appeal programing. 

Featured air personalities: Perry 
Woods, Don Dudley, Earle Baugh- 
man, Buddy Womick, K. C. Jones. 

Station management: John Y. Dav- 
enport, manager. Wally A. Mulli- 
nax, sales manager. Rep: Boiling. 


Number of Negroes: 1960 Census, 

WHSC 1 kw. 1450 kC. 16 yrs. on 
air; MBS; 114i/ 2 hrs. wkly.; 34% 
Negro-appeal programing: Deejay, 
17%; Religious, 10%; News, 5%; 
Community service, 2%. 

Station's management: Walter 
Copeland, general manager. 


Number of Negroes: 1960 Census, 

WDKD 5 kw. 1310 kc. 13 yrs. on 

air; Independent; 90 hrs. wkly. 
(D) ; 45% Negro-appeal program- 
ing: Deejay, 10%; Other music, 
10%; Religious, 10%; News, 5%; 
Community service, 10%. 



22 OCTOBER 1962 

Station management: E. G. Robin- 
son, Jr., general manager/sis. mgr. 


Number of Negroes: 1960 Census, 

WJAY 1 kw. 1280 kc. 13 yrs. on 
air; Independent; 85 hrs. (D) . 
12% Negro-appeal programing: 
Deejay, 50%; Other music, Gospel, 
40%; Religious, 10%. 

Featured air personalities: Tommy 

Station management: James F. 
Ramsey, manager. Kenneth Bry- 
ant, sales manager. Rep: Tobacco 
Network, C. K. Beaver. 


Number of Negroes: 1960 Census, 

WSSC 1 kw. 1340 kc. 9 yrs. on 
air; ABC network; 162 hrs. wkly. 
16% Negro-appeal programing: 
Deejay, 60%; Religious, 40%. 

Featured air personalities: Lovin' 
Daddy-Oh, Willie Bacotte "The 
Rocket Show." 

Station management: Ed Damron, 
manager. Harry W. Fowler, sales 
manager. Rep: Thomas F. Clark. 


NEGRO % 16.5 


Number of Negroes: 1960 Census, 

WNOO 1 kw. 1260 kc. 11 yrs. on 
air; Independent; Walton Group; 
Daytime. 100% Negro-appeal pro- 
graming: Deejay, 63%; Religious, 
12%; News, 10%; Community serv- 
ice, 10%; Homemaking, 2%; Oth- 
er, 3%. 

Featured air personalities: BJ The 
DJ, Dave the Rave, Sweet Daddy, 
Rocking Rudy. 

Station management: Fred J. 
Webb, manager. Fred Webb, sales 
manager. Rep: Bob Dore, Walton. 


Number of Negroes: 1960 Census, 

WJZM 1 kw. 1400 kc. 21 yrs. on air; 
MBS; 120 hrs. wkly.; 15% Negro- 
appeal programing: Deejay, 80%; 
Religious, 15%; Community serv- 
ice, 5%. 

Featured air personalities: Gospel 
Harmonizers, Tommy Mapes. 

Station's management: John Bai- 
ley, manager. Charles Malone, 
sales manager. 


Number of Negroes: 1960 Census, 

WJAK 1 kw. 1460 kc. 8 yrs. on 
air; Mutual network; 96 hrs. (D) . 
100% Negro-appeal programing: 
Deejay, 47%; Other music, 2%; 
Religious, 14%; News, 19%; Com- 
munity service, 3%; Homemaking, 
3%; Farm, 12%. 

Featured air personalities: Jim 

Dandy, Jazzbo Jay, Little Willie 
Poe, Brother N. C. Buntyn, Mam- 
ma Nell Huntspon. 

Station management: Robert G. 

Blow, manager. Bill Winsett, sales 
manager. Rep: John E. Pearson. 


Number of Negroes: 1960 Census, 

WD I A 50 kw. 1070 kc. 15 yrs. on 
air; Sonderling Stations; 140 hrs. 
wkly. 100% Negro-appeal program- 
ing: Deejay, 95%; Other music 
2i/ 2 %; Religious, 40%; News, 
li/2%; Community service, 7i/2%; 
Homemaking, 1/2%. 

Featured air personalities: Theo 
Wade, Nat D. Williams, Ford Nel- 
son, A. C. Williams, Martha Jean, 
Robert Thomas, Honeymoon Gar- 
ner, Rufus Thomas. 

Station management: Bert Fergu- 
son, manager. Archie S. Grinalde, 
sales manager. Rep: Boiling. 


Number of Negroes: 1960 Census, 

WVOL 5 kw. 1470 kc. II yrs. on 
air; Independent; Rounsaville Ra- 
dio; 131 hrs. wkly. 100% Negro- 
appeal programing: Religious, 
25%; News, 2%; Community serv- 
ice, 10-20%; Homemaking, 10%. 

Featured air personalities: Morgan 
(Happy Jack) Babb, Ed Hall, 
Clarence Kilcrease, Brother Eman- 
uel Clark, Maxine Donnell. 

Station management: Donald K. 
Clark, manager. Rep: Gill-Perna. 



NEGRO % 12.4 


Number of Negroes: 1960 Census, 

KJET 1 kw. 1380 kc. 15 yrs. on 
air; Daytime; Walton Enterprises. 
100% Negro-appeal programing: 
Deejay, 80%; Religious, 20%; 
News, hourly; Community service, 

Featured air personalities: "Boy" 
Brown, Barbara Kay, King Arthur, 
Big Daddy, Wailin' Willie. 

Station management: Frank Dus- 
enbury, manager. Ed Henry, sales 
manager. Rep: Bob Dore. 


Number of Negroes: 1960 Census, 

KCAR 500 w. 1 350 kc. 6 years on 
air; Independent; Daytime. 27% 
Negro-appeal programing: Deejay, 

75%; Other music, 10%; Religious, 
10%; News, 2%; Community serv- 
ice, 3%. 

SPONSOR NEGRO ISSUE • 22 October 1962 






the South's 5th largest 

Negro market, 


REACHES 390,00(Tabove-average 
income Negroes — 19% of area 


Negro community voice and con- 
stant listening companion! 


tent OK'ED BUY Merchandising 
Plan for maximum retail impact! 

ONLY KNOK, with studios in 
both cities, ASSURES complete 
marketing effectiveness in 

for 100% Sales Effectiveness 


In Dallas-Fort Worth 

Stuart Hcphitrn, J'rcaident 
Dallas Studio Fort Worth Studio 

l!l]4 Forest 3'iOl Kimtio 

HA 1-4144 TE 1-127$ 



I960 Census, Trade Territory 


Number of Negroes: 1960 Census, 

KNOK 1 kw. 970 kc. 16 yrs. on 
air; Independent; 105 hrs. wkly. 
100% Negro-appeal programing: 
Deejay, 50%; Religious, 20%; 
News, 10%; Communitv service, 

Featured air personalities: Randy 
Warren, Flip Forrest, Joe Bagby, 
Kirby Holmes, Curtis Pierce, Jim- 
my Clemmons. 

Station management: Stuart J. 

Hepburn, president. Dean McClain, 
sales manager. Rep: Bernard How- 


Number of Negroes: 1960 Census, 

KCOH 1 kw. 1430 kc. 14 yrs. on 
air; 107 hrs. (D) . 100%, Negro- 
appeal programing: Deejay, 55%; 
Other music, 5%; Religious, 15%; 
News, 10%; Community service, 

Featured air personalities: Travis 
Gardner, Clinton Smith, Perry 
Cain, Gladys Hill, Sterling Yale, 
Buddy Beason. 

Station management: Robert C. 
Meeker, manager. Lee Wilder, sales 
manager. Rep: Pearson National. 


Number of Negroes: 1960 Census, 

KLUE 1 kw. 1280 kc. 15 yrs. on 

air; Mutual network/Keystone/Big- 
K/Texas; 96i/ 4 hrs. (D) . 12% Ne- 
gro-appeal programing: Deejay, 


Featured air personalities: Texas 

Station management: Paul H. 
Daniels, manager. Charlie Monk, 
sales manager. Rep: Continental, 
Clvde Melville. 

y ; Religious, 10%; News, 5%; 
Community service, 5%. 

Featured air personalities: Glenn 
Daniels, Tig Williford, Bon Math- 

Station management: H. A. Bridge, 
Jr., general manager. G. Lowell 
Wolfe, sales manager. Rep: Masla, 
Melville, Beaver. 


Number of Negroes: 1960 Census, 

KMHT 1 kw. 1450 kc. 16 yrs. on 
air; Mutual network/Keystone/Big- 
K/Texas; 123 hrs. wkly. 22% Ne- 
gro-appeal programing: Deejay, 
70%; Religious, 20%; News, 5%; 
Homemaking, 5%. 

Featured air personalities: Good- 
wynn Harris, Bill Blanchard, Jim 

Station management: H. A. Bridge, 
Jr., general manager. Vinson L. 
Stevens, sales manager. Rep: Mas- 
la, Melville, Beaver. 


Number of Negroes: 1960 Census, 
not available. 

KLVL 1 kw. 1480 kc. 12 yrs. on 
air; Independent; 126 hrs. wkly. 
15% Negro-appeal programing. 

Station management: Felix H. 
Morales, general manager. John P. 
Hernandez, sales manager. 


Number of Negroes: 1960 Census, 

KCOR 5 kw. 1350 kc. 18 yrs. on 
air; Independent; 132 hrs. wkly.; 
15% Negro-appeal programing: 
Deejay, 80%; Religious, 5%; News, 
5%; Community service, 10%. 

Featured air personalities: Albert 
"Scratch" Phillips. 

Station's management: Nathan 


SPONSOR NEGRO ISSUE • 22 October 1962 

Safir, general manager. Ben Iain 
borello, sales manager. Rep: Pear- 
son National. 


Number of Negroes: 


I960 Census, 

KZEY 250 w. 690 kc. 1 yrs. on air; 
Independent; 85 Ins. (D) ; 100% 
Negro-appeal programing: Deejay, 
60%; Religious, 30%; News, 10%. 

Featured air personalities: Rev. 
Benny Mitchell, Daddy Dee Petitt, 
Franklin Collins, Cherryman Rich- 

Station's management: W. L. (Bill) 
Whitworth, manager. Rep: Bob 
Dore, Dora-Clayton, Harlan Oakes. 


NEGRO % 20.6 


Number of Negroes: 1960 Census, 

WMEK 500 W. 980 kc. 3 yrs. on air; 
ABC; Daytime; 30% Negro-appeal 
programing: Deejay, 75%; Religi- 
ous, 10%; News, 10%,: Community 
service, 5%. 

Featured air personalities: Bob 
Hait, Dick Seauer, Pop and Al 

Station's management: Arthur A. 
Moran, Jr., manager/sis. mgr. 


Number of Negroes: 1960 Census, 

SPONSOR circulation 
now audited by ffi| 

WBRG 1 kW. 1050 kc. 6 yrs. on air; 
Independent; Daytime; 10% Negro- 
appeal programing. 

Featured air personalities: "Uncle" 
Joe Johnson; Mrs. Eddie Raymond; 
Johnny Moran; Joe Arnold. 

Station's management: Thomas I 
Buckley, general manager. Donald 
W. Jarvis, sales manager. Rep: 
Thomas F. Clark. 


Number of Negroes: I960 Census, 
not available. 

WHEE 5 kw. 1370 kc. 9 yrs. on 
air; Independent; Patrick Henry 
Broadcasting; 8 hrs. wkly. Negro- 
appeal programing. 

Featured air personalities: Lewis 
Compton, Ricky Shultz. 

Station management: C. F. Adams 
&: T. W. Patterson, managers. 
Thomas W. Patterson, sales man- 


Number of Negroes: 1960 Census, 

WRAP 5 kw. 850 kc. 10 yrs. on 

air; Independent; Rollins Broad- 
casting; 130 hrs. wkly. 100% Ne- 
gro-appeal programing; Deejay, 
60%; Other music, 5%; Religious, 
5%; News, 7%; Community serv- 
ice, 10%; Homemaking, 5%; Oth- 
er, 8%,: 

Featured air personalities: Jack 
Holmes, Dave Riddick, Starling 
Merritt, Leola Dyson, Bob Jackson. 

Station management: William L. 
Eure, Jr., manager. Stuart Baron- 
dess, sales manager. Rep: Conti- 


Number of Negroes: 1960 Census, 

WSSV 1 kw. (D) 250 w. (N) 1240 
kc. 17 yrs. on air; 124 hrs. wkly.; 
18% Negro-appeal programing: 

Deejay, 5/7%; Other music, 1/7%; 
Religious, 1/%. 

Featured air personalities: Bob 

Peterson, Uncle Willie, Mr. (due. 

Station's management: R. A. 
Beane, general manager. John R. 
Speciale, sales manager. Rep: 
Pearson National. 


Number of Negroes: I960 Census, 

WANT 1 kw 990 kc. 1 1 yrs. on air. 
United Broadcasting. Independent. 
Daytime. 100% Xegro-appeal pro- 
graming: Deejay, 80%; Religious, 
10%; News, 10%. 

Featured air personalities: Bill 

Gibbons, Wilbur Lewis. 

No. of Negroes: 1960 Census, 107,- 


Station management: Roger Coty, 
general manager. Cy Bell, sales 
manager. Rep: United. 


is a solid 






42% city of 

Richmond is Negro 

(1960) Census). 


513 E. Main Street, Richmond, Va. 
Milton 3-8368 

A Division of United Broadcasting Co. 

Represented nationally by: 

NEW YORK: Bob Wittig. 420 Madison Ave. 

ATLANTA: Dora-Clayton Agency, Inc. 


22 OCTOBER 1962 



(Continued from page 9) 
Chicago and Atlanta, possess daily 
Negro newspapers. Radio stations, 
unless specially programed, reach 
only a fraction of the market. Tel- 
evision is too costly for special-ap- 
peal advertising. (Though special- 
ly-programed tv stations, aimed 
squarely at the Negro market, are 
on the way: see page 10) . 

General media do not reach 
enough Negroes to be cost-efficient. 
And even if they did, would 
"reach" be the same as "motivate"? 
Starch studies, for example, scor- 
ing the same ad in two magazines, 
find it being read by 40% more 
people when it appears in the Ne- 
gro publication. 

A single radio station can con- 
sistently hold 50 to 60% of the 
total Negro audience in a major 
market: a typical Pulse study will 
find the same station rated most- 
reliable for news, within the Ne- 
gro community, and most-believ- 
able in its advertising messages. 

In general media, ad motivation 
is completely lacking because (Ne- 
groes themselves claim) they've 
been excluded so long that they 
need a special invitation. 

This is the reason for the success 
of specialized media. A commer- 
cial on a Negro radio station, or 
an ad in a Negro magazine, says, 
simply, "I like you, I want you." 
And that's why, last year, Ebony 
magazine carried ads from 57 of 
the nation's top 100 advertisers, to 
increase its ad revenue 106% since 
1953, at $3,300,000. (700,000 circu- 
lation.) In radio, sponsor esti- 
mates there now are more than 200 
stations which regularly schedule a 
significant amount of Negro-appeal 
programing. (For directory, see 
page 22) . 

The result is that Negro media 
now are taking around $40 million 
annually from advertisers. The 
Bernard Howard rep company, a 
specialist in Negro-appeal stations, 
estimates that Negro newspapers 
this year will take in $5 million 
worth of ads; $8 million will go 
into Negro magazines, and a 
thumping $25 million into Negro 

If Negroes tend to ignore gen- 
eral media, it's because they are 
firstly ignored by them. A leading 
trade journal, Publishers' Auxilia- 

ry, recently commented that "the 
daily press has failed to present 
the Negro as part of the commu- 
nity in which he lives." 

The same point was pertly made 
in Langston Hughes' play, "Sim- 
ply Heavenly," when Jessie Sim- 
ple complained "you never read 
about a Booker T. Jones having 
seen a flying saucer over Harlem." 

If the Negro press is increasing- 
ly successful, it's because it has the 
print field to itself. And if Negro- 
appeal radio stations command the 
largest Negro share of audience 
(see page 15) , it's because their 
community services of news, infor- 
mation and identification are un- 
matched by other broadcasters. 

The reasons why the Negro re- 
sponds to special motivation are 
subjective and speculative. (For 
an informed opinion, see reports 
page 13.) But an important, con- 
crete case in point was discussed 
at this year's ANA Workshop, when 
American Bakeries' ad manager, 
Robert Llewellyn, analyzed how 
and why his company had changed 
its thinking. 

Market research showed that 100 
Negro families ate as much bread 
as 115 white families. The com- 
pany felt it should buy specific 
media and do specific promotion 
to reach Negro consumers directly. 

"Our agency," Llewellyn re- 
vealed, "argued that the Negro was 
watching regular tv, was reading 
white newspapers and was seeing 
our billboards etc. 

"Perhaps they were right. All 
we knew at American Bakeries was 
that we weren't getting the sales 
out of the Negro sections of town 
that we were getting out of the 
white sections." 

First step was a campaign in 
Negro-appeal magazines. This led 
to promotion for a children's com- 
petition, which drew thousands of 
spectators to judgings in Indianap- 
olis, St. Louis and Detroit. 

"The work of club and church 
groups on this contest led us to 
another plateau," recalled Llewel- 
lyn. "We now employ Negro mer- 
chandisers to sample our product 
with many, many club groups. 
They also call upon the grocery 
stores and acquaint the grocers 
with various products. 

"We place advertising on Negro 
radio stations and in Negro news- 


papers and this advertising 
guided by Negro wants." 

American's case is far from atyp- 
ical (except, perhaps, in the com- 
pany's willingness to talk about its 
success) . At the local level, Negro- 
appeal radio stations can quote sue- 1 - 
cess-stories at the drop of a media- 1 
man's pencil: Baltimore's WEBB 
sparks interest in Fab detergent by 
sending Negro demonstrators to 
laundrettes and supermarkets in 
Negro areas; in Norfolk, Va., 
WRAP mobilizes hundreds of vol- 
unteer merchandisers through its 
Homemakers' Council when Leola 
Dyson puts it on the line with Ne- 
gro listeners: Sponsors are paying 
for this program — help us get their 
product into the supermarkets; in 
Seattle, Washington, Negro FM sta- 
tion KZAM is selling Carling beer, 
Colgate-Palmolive, Safeway Stores 
(and Frank 'n Ida's Bar B Q) . 

National, regional or local, the 
Negro station can help the adver- 
tiser because it leads within its own 

In sophisticated ad circles, some 
of these reasons seem a little old 
fashioned. That's one reason why 
the Negro market may be mis- 
understood. In the marketing 
world, the Negro has until now 
been thought of as an untidy quan- 
tity, refusing to fit his proper place 
in the overall equation. So both 
the admen and marketers have 
tended to ignore or misread the 
signs ahead. 

It seems as if marketers may cor- 
rect their error more quickly. This 
is partly because the times favor a 
marketing theory which has room 
for a separate Negro area; that is, 
the proposition of "segmented" or 
"fragmented" marketing. 

The new theorists have thrown 
away the "mass market," and found 
instead a community of individ- 
ual markets, each of which has to 
be tapped in a particular way. 

The segment advocates have been 
battling in market and ad councils 
for a decade, but they've become 
more and more listened-to in the 
last five years. The respected Dun's 
Review this year adopted the doc- 
trine; called it "a revolutionary 
transformation. . . an explosion of 
the mass market into a series of 
fragments, each with its own needs, 
tastes and way of life." 



22 OCTOBER 1962 

At an AMA conference this year, 
General Electric's J. B. McKitterick 
affirmed that "the real challenge is 
to firmly get hold of the idea that 
changing a business — finding it new 
roles, new customers, new markets 
— is even more important than op- 
erating it efficiently. If corpora- 
tions aim to outlive the markets on 
which they are founded, then mar- 
keting must replace the lost func- 
tion of the entrepeneur in the busi- 
ness planning process." 

Or, as marketing consultant A. B. 
Rosenfield says, "there is a stratified 
market, made up of highly indi- 
vidual groups separated by funda- 
mental sociological and psychologi- 
cal differences. . . . Any program 
which lumps them into one neat 
package conveniently ticketed 'mass 
market' runs the risk of reducing a 
brand to a commodity." 

Advertising agencies are picking 
up the new accent. Paul C. Harper, 
president of Needham Louis & 
Brorby warns that "the concept of 
the mass market and the mass au- 
dience, as a way of buying media, 
can lead to dangerous and increas- 
ing waste." And at Interpublic 
(which itself has changed from a 
monolith into a fragmented body) , 
Marion Harper takes a simile from 
"Death of a Salesman," and refers 
to the new Willie Loman as the 
man who "takes a parochial view of 
advertising, marketing and promo- 
tion . . . who relies more on his 
personal experience and prejudices 
than the findings of the new mar- 
keting techniques." 

In re-writing the book on mar- 
keting, these tacticians see the Ne- 
gro market — not as a "special" mar- 
ket in the old sense — but as an 
important basic market which needs 
its own especial approach. 

In shaping this approach, three 
quantitative facts need considera- 
tion. They are: 

• Location of market 

• Size of market 

• Buying habits. 
The first fact is that Negroes are 

big-city dwellers. One third of all 
Negro consumers live in the top 
25 cities, compared with only one- 
seventh of all white families. 

(Within these 25 cities are made 
nine-tenths of the nation's whole- 
sale sales and two-thirds of all re- 
tail sales.) 


Negro families are better customers for 
food and housewares 

A list of some food store commodities and the percentage by 
which Negro purchases of them exceeded white purchases: 
middle income families: — 

Negro purchases 
Commodity in excess of white 



Cereals (cooked) 


Chili, tamales (canned) 


Corn meal 




Food wraps 


Fruit juices 


Household cleansers 


Household insecticides 




Meat (canned) 


Milk & cream 
(canned, powdered) 




Peanut butter 




Salad dressing 






Spagetti, macaroni 


Soap (laundry bar) 


Soap (toilet bar) 


Sugar (white) 


Syrup, molasses 


Tuna fish (canned) 




Waxes, polishes 


Source: Food Business, July 1962 


The second fact is that although 
Negroes make up about 11% of na- 
tional population, they are 25% of 
the total in 78 of the largest cities. 
In these cities, the Negro is one 
consumer in four: in some cities 
he's one consumer in every two; he 
may spend 7 out of every 10 city 

Thirdly, the Negro is more 
brand-conscious and is willing to 
spend more, for selected items, than 
his white income-counterpart. 

Fortune recently described Negro 
migration as "one of the great pop- 
ulation changes in modern history," 
but in marketing terms, the effect 
of these physical changes has yet to 

be measured, and the opportunity 
they present has yet to be grasped. 

Half a century ago, eight out of 
every 10 Negroes lived in one or 
other of the 11 States of the Old 
Confederacy; more than 90% of 
these in rural areas. 

Between 1940 and 1960 the Ne- 
gro population outside those States 
increased two and a-quarter times 
and became 48% of the total US 
Negro population. In the Old 
South, the Negroes increased by 
only 9%. (Within those States, an- 
other shift occurred, from country 
to city. Only 7% of Negroes lived 
in Southern cities in 1910; 41% do 
now. Their concentration in At- 


22 OCTOBER 1962 


Unveiling of N.Y. studios by g.m. 
Harry Novik was accompanied by new 
Pulse survey of WLIB's Negro market 

Hard facts emerge 
from radio research 

For media-men, a bright sign in 
1963 is the number and quality 
of new surveys, spelling out the 
hard facts on the Negro radio m r- 
ket. Among those recently released: 

• Social /economic characteristics, 
by Pulse in New York, for WLIB. 
Report spells out the income and 
buying patterns of a big-city mar- 

• Listening habits in San Francis- 
co. Relation of Negro radio toother 
media is checked by a University 
of California team, for KDIA. Also 
includes economic and educational 

• Negroes in Baltimore. Pocket- 
piece from WEBB gives exhaustive 
details of market, culled from 1960 

• 50 Negro markets. "Top 50 
checklist" from Bernard Howard 
gives current metro, city area, and 
city-proper Negro populations. 

• Buying patterns in South. Panel 
of 100 families reports brand buy- 
ing in continuing study by WDIA, 

• National trends. Analysis by Mc- 
Lendon Corp, Texas, of USA mar- 

lanta and Miami, for example, has 
risen by 75%, and has gone up two 
and a-half times in Dallas and 

In the North, 12 cities alone now 
hold 60% of the Negroes living 
outside the Deep South. Since 
1940, the Negro population of New 
York City has increased nearly two 
and one-half times to 1,100,000 or 
14% of total. In Philadelphia, Ne- 
groes have doubled in number 
since 1940 to 529,000, or 26%. The 
Negro population of Detroit has 
more than tripled, to nearly 500,- 
000 or 29% of the city's population. 
And the Negro population of Los 
| Angeles County has jumped a 
1 phenomemal sixfold since 1940, 
from 75,000 to 464,000. 

Does this enormous change rep- 
resent a marketing opportunity? In 
physical terms, no other clear-cut 
section is so large, so wealthy, or so 
tightly grouped. 

Yet, as a Newsweek editor con- 
cluded, the market is still ignored 
by marketing and advertising plan- 
ners. "The consumer himself is 
often viewed less as an individual 
than as a 'post-teen,' a 'young mar- 
ried,' 'exurbanite,' or even an 'in- 
fluential,' in each case subject to 
the shaping, drives and motivations 
of his group . . . yet ad men and 
industry in general have largely 
ignored the most clear-cut and dis- 
tinct market of all: Some 19 million 
people whose status drives outstrip 
anything in exurbia, whose $20 bil- 
lion annual purchasing power tops 
all of Canada's and whose faces are 

"For all its size, power and in- 
fluence, the Negro market has been 
left almost in a total vacuum. No 
more than 2% of the nation's ad- 
vertising budget is spent on ads 
aimed directly at Negroes, though 
most manufacturers concede Ne- 
groes account for about 10% of 

Responsibility for this ignorance 

ket; includes heavy info on Chica- 

• Subjective attitudes. Listeners 
"image" of stations is probed by 
Pulse for WAOK, Atlanta. 

• Brand studies: Rollins is up- 
dating its preferred-brand report, 
covering 30 product types, based on 
homemaking activity in 5 markets. 

is divided. On the one hand, Negro 
media have been slow to provide 
basic, reliable information of use to 
advertisers. Negro-appeal radio sta- 
tions, with limited budgets, have 
not spent for research. (But this is 
changing: for some examples of re- 
cent radio studies, see box op- 

On the other hand, industry has 
not always welcomed the thought 
of change. 

This is true of the advertising 
world. Walter Conway, whose 
KDIA station in California has it- 
self done distinguished survey work, 
says "occasionally, some advertising 
man will be impressed enough by a 
market's potential to ask a few ques- 
tions. As a professional, he would 
ridicule any campaign decisions 
based on a survey of the company 
staff, or three people he met in an 

"Yet our curious advertising man 
is very liable to base his appraisal 
of Negro media on a 15-second con- 
versation with a maid, cab driver, 
or memories of a fellow he knew in 
high school. 

"This becomes even more strange 
in view of researchers' knowledge 
that Negro answers are strongly 
affected by suspicion, by desire to 
seem to conform to white attitudes, 
and the very human inclination to 
even things up a bit with some free 
amusement at white expense." 

The causes of Conway's lament 
should disappear in the near fu- 
ture, however: if the adman re- 
mains obtuse, he'll be in for sharp 
words from his client. But if the 
decision is made to enter the Negro 
market, how to start? 

The market /advertising team 
probably won't have a special-ap- 
■ peal product. It's unlikely, for 
example, they'll be going as far as 
Mattel Toys, which now is market- 
ing a colored version of the Chatty 
Kathy doll. The product is likely 
to be a mass consumer article: re- 
search may show it has good ac- 
ceptance potential with Negroes, 
but that holes in distribution will 
need remedying. 

A good starting point would be 
study of a similar, successful opera- 
tion. A program that should be 
widely applicable was developed 
by the Pet Milk Company, one of 
the pioneers in the field. 


SPONSOR NEGRO ISSUE • 22 October 1962 

How to turn listeners into buyers 

Homemakers are target for Leola 
Dyson (Norfolk, Va.) with new- 
product demonstrations. 

Merchandising for LMI is sparked on West Loyalty by listeners shown in testi- 

Coast by KSAN (top) and KDAY (below): monial dinner for women's guide. 

Miss Bronze contest in San Francisco and Alma John (with station Edith 

deejay push by Willie Bryant in Los Angeles. Dick) at N.Y. Waldorf. 


|ow to reach the homemaker? 
Vital question always: especial- 
ly in the Negro market, where esti- 
mated $12 billion income is con- 
trolled directly by housewives. 

Though Negro-appeal radio is 
noted lor strong male air personali- 
ties, which it merchandises with en- 
during success, some of its best 
advertising vehicles are created 
around women. 

Interesting example is Leola Dy- 
son, whose homemaking show airs 
every weekday on WRAP, Norfolk, 
Va. In five years, Dyson has created 
a Homemaking Council, with 11 
area sub-councils, which can galva- 
nize hundreds of Negro housewives 
into effective merchandise promo- 
ters: women who'll demonstrate 
products, help with store audits. 
talk to consumers and press the 

point with store managers. 

Her daily show, aimed squarely 
at helping the Negro housewife, is 
top-rated, and when volunteers are 
mobilized for promotion, results 
are startling: Tide campaign in- 
creased one store's turnover from 
2884 boxes to 5850, under monthly 
audit; Blue Bonnet margarine rose 
from 2780 lbs., in a single super- 
market, to 4050 after 6 months. 
Dyson's formula is simple: she tells 
listeners, "if you like the program, 
help me keep it on air by buying 
the product." 

Effective selling, at a different 
level, is exemplified in Alma Ves- 
sels }ohn, of New York. She's con- 
sultant to Personal Products (Mo- 
dess) and Park &: Tilford (Tintex 
dyes) ; women's director ol'WWRL. 
and the first Negro recipient | 

( 1957) ol McCall's (.<>ldcn Mike 

Modess and I intex both use ra- 
dio to reach Negro women. Modess 
sponsored "At Home with Alma 
}ohn" in 29 markets; Tintex cur- 
rently has her "Speak ol Color," a 
five-minute show, in N.V., Chicago, 
Philadelphia, Detroit, Washington 
and Baltimore. John's formula: 
advertisers can improve their image 
and increase sales h\ usin^ well- 
prepared Negro women as market 
and sales aides. 


(Continued from page 18) 

Pet's ad messages are carried out 
through personal appearances, 
(often by a home economics team) , 
newspapers, magazines, radio, 
point-of-pu» chase material, and 
through filmed commercials using 
Negro models, shown in Negro- 
patron cinemas. 

The company has supported the 
Fultz Quads, identical Negro girls, 
since their birth in 1946. Though 
the quads have made only five 
public appearances in 16 years, the 
publicity carryover has been excep- 
tionally high. (The quads still ap- 
pear in Pet's advertising.) 

Pet Milk uses Negro newspapers 
and magazines, and has a strong 
interest in Negro-appeal radio. It 
was a co-sponsor, with Philip Mor- 
ris, of "Ruby Valentine," the long- 
running soap opera which starred 
Juanita Hall and a Negro cast. Pet 
also ran "Sunday Morning," a 
weekly show of spiritual/gospel 
music, on 61 Negro stations, since 
replaced by another program. 

Pet's new radio entry is "Show- 
case," a 15-minute music & inter- 
view format, running three times 
weekly in major markets. Produced 
by Gardner Agency, the show taps 
successful Negroes (not only enter- 
tainers) ; lays stress on accomplish- 
ment and education, touches base 
lor the sponsor with food tips and 
household hints, and surrounds the 
whole with Negro-appeal music. 

A strongpoint of Pet's program 
was home economics field work. 
Louise Prothro, a former teacher, 
helped make contact with teachers 
in high schools and colleges, and 
with other home economists. Ed- 
ucational material was filtered 
through these contacts, eventually 
reaching consumers. 


22 OCTOBER 1962 


Thousands of Negro teachers 
were exposed to Pet Milk, via arti- 
cles in the journals of state teacher 
associations (around a dozen states 
have strong Negro teacher groups) , 
and convention activity. 

Pet Milk currently has about 
eight women in sales promotion 
work in local markets, and two Ne- 
groes in medical relations. 

The company's program is re- 
markable — and remarkably success- 
ful — because it touches almost every 
aspect of Negro market promotion. 
Not only are Negro media used, 
but basic promotion to homes, 
homemakers, shoppers and educa- 
tors, is throughly explored. Pet 
also lets Negroes know about its 
good employment record. This 
helps, as American Bakeries also 
found: its ad chief, Robert Llewel- 
lyn, reports: 

"You're not automatically a 
friend and effective sales person to 
the Negro market by mere virtue of 
the fact that you advertise in Negro 

"This has to be backed up by 
actual market participation at the 
store level and the level of your 
own store people." Llewellyn's 
point: Negroes will buy good mer- 
chandise if you have interested sales 

This grassroots promotion is im- 
portant. Without it, money spent 
in media may be wasted. D. Parke 
Gibson, a leading Negro market 
consultant, points out that more 
than 90% of Negroes belong as in- 
dividuals to one or more organiza- 
tions. Promotion through these 
groups if properly handled can be 
an effective way of developing sales 
and goodwill. 

"There is a potential danger," 
Gibson comments, "if the promo- 
tion appears at all patronising. 
But Negro organizations appreciate 
being recognized, and do not con- 
sider such programing either segre- 
gation or discrimination." 

A typical case: one of Gibson's 
pr campaigns was for a manufac- 
turer of baby formula bottles. A 
breakfast was hosted at a Negro 
medical convention, after a letter 
sent to the attending doctors' offices 
and one placed in their boxes at 
the convention hotel. 

At the breakfast a company ex- 
ecutive explained the nurser and 

its advantages to doctors. No men- 
tion was made of the Negro market. 
"The presence of company exec- 
utives itself indicated sincerity in 
wanting Negro customers — and 
each doctor walked away with a 
new feeling for the company; a 
new idea for young mothers; and 
samples of the product plus litera- 

All parts of a strong Negro mar- 
ket program should support each 
other. No detail is too small, in 
converting goodwill into sales. For 
example, point-of-purchase materi- 
al can do an extra job: Ballantine 
Beer features a smart Negro singer 
on its p-o-p. (Although Leslie Ug- 
gams has been publicized exten- 
sively in the Negro press as a regu- 
lar on the Mitch Miller show, it is 
her picture and not the show's star 
which greets Negroes at the point 
of sale. This is an effective follow- 
up with goodwill to where the 
product is moved.) 

A reverse case occurred earlier 
this year, when Schlitz fired both 
its agency and its eastern sales 
manager, after falling sales in New 
York. The brewer had only one 
promotional representative cover- 
ing the million-plus Negroes in the 
metropolis; Budweiser, Ballantine 
and Schaefer surpassed it in the 
city, and nationally, the brand had 
dropped from its No. 1 spot in the 
Negro market. 

In the Negro market, there are 
parallels between employment and 
marketing/promotion problems. 
Talking about employment, For- 
tune magazine recently commented 
"It's not enough for employers to 
make jobs formally available to 
Negroes; as the result of genera- 
tions of discrimination Negroes 
tend to assume that prejudice exists 
even where it has ended." 

The marketing/advertising team 
has a similar difficulty: it must 
break through a barrier of indiffer- 
ence, and the use of Negro-oriented 
media is the only way this can be 

In 1963, this lesson may be of 
crucial importance to marketers 
and advertising planners — for three 
good reasons: 

• There are 19 million Negroes. 

• They have $27 billion to spend. 

• Somebody is going to win their 


(Continued from page 15) 

ahead, to build a 16mm and video- 
tape library which can be syndi- 
cated to other stations, and to 
Europe, where Negro talent goes 
over big." 

Whether WOOK-TV itself goes 
over depends, to a great extent, on 
successful audience promotion to 
overcome the uhf converter prob- 
lem. The sister Washington radio 
station has dispersed about $100,- 
000 paper-value airtime on promo- 
tion since January; Blonder- 
Tongue itself has spent a sizeable 
amount on radio spots, and 
WOOK-TV has billed more than 
$50,000 in newspaper promotion to 

There's already one uhf station 
in Washington (WETA Ch. 26), 
so part of the ice has been broken. 
Panagos allows that WOOK-TV 
has had great cooperation from Ne- 
gro talent and press, all over the 
country, "plus the Administration's 
interest in opening up more chan- 
nels, for many purposes." 

At the beginning of this year, 
Richard Eaton estimated the cost 
of getting on air at $250,000. Pana- 
gos now thinks a total figure nearer 
$500,000 may be more realistic: 
United expects to lose money the 
first operating year, but show a 
profit in the second or third season. 

"It's a built-in success," Panagos 
happily predicts, "provided we 
don't goof." ^ 


(Continued from page 13) 
jor agency, BBD&O, has a separate 
ethnic marketing division. 
(Though several now have "special 
market" consultants.) Its head, 
Clarence Holte, has hammered out 
hundreds of variations on the ba- 
sic ad proposition: 




"The consumer must recognize," 
says Holte, "that he's being ap- 
proached and invited to shop. 
That's how you meet the final ob- 
jective, geting Negroes into your 
store or buying your product." ^ 


SPONSOR NEGRO ISSUE • 22 October 1962 







Los Angeles Metro Negro Pulse 
July-August 1962 6 A.M.-6 P.M. 



TtatwuzMq We dominate the Detroit Negro Market 
in all surveys . . . because . . . 

WCHB is owned and operated by Negroes who are 
acutely aware of how current social, economic and 
political events actuate and influence their fellow 

Only WCHB delivers with acceptable emphasis and 
believability the advertisers' message to this 
sensitive audience. 

WCHB's extensive community services are fully rep- 
resentative of ajl Negro activities in greater Detroit. 



• Full time News Department giving complete 
coverage of local and worldwide Negro news 
through 12 daily newscasts. 

• Balanced entertainment featuring pop music, 
rhythm and blues, gospel, folk songs, spirituals, 
classics and weekly series on Negro History. 

MARKET DATA (Greater Detroit) 

• 655,000 Negro people comprising 151,000 
households or 93% of all Michigan Negroes live 
within WCHB's signal area. 

• 725 million dollars earned annually by this 
racial group which is larger in population than 
America's 37th metro market. 

All WCHB Merchandising is Designed (after 
consultation with each advertiser) To Gain 
Maximum Favorable Exposure and Actual 
Sales Increases. Current testimonial letters at- 
test to efficacy of our merchandising methods. 

Notional Representatives: 





•••The Personality Twins •• 


Inkster, Michigan — Detroit 1, Michigan 


2 -'962 

SEEN p 29 


The wacky world 

of Bert & Harry, 

29 OCTOBER 1962— 40c a copy / $8 a year Bob & Ray P. 34 

RADIO moves with a going America 

The play is in motion ! Radio flashes it to listeners in 
motion, wherever they're going, whatever they're doing. 
Radio sports are gaining audiences in ever-increasing 
numbers, and— because of this growth— sponsorship has 
grown, too. Spot Radio lets you select the sports program 
with the greatest local interest. Sports on these great 
stations will sell your product. 

Kmiio Hi 

Edward Petry & Co., Inc. 

The Original Station 



















WGTO Tampa-Lakeland-Orlando 
KVOO Tulsa 

Intermountain Network 







Dallas-Ft. Worth 




Kansas City 

Little Rock 

Los Angeles 


Minneapolis-St. Paul 

Norfolk-Newport News 






Salt Lake City 

San Antonio 

San Diego 

San Francisco 




You'd think that a local businessman who is getting outstanding results from 
his investment in KRNT-TV advertising would keep it to himself, like a gold pros- 
pector who had hit a rich mother lode. 

But, it seems, one man can't keep from exclaiming to another "Eureka! I have 
found it." Result? Nearly 80% of the local television dollar in this major 3-station 
market is invested on KRNT-TV, a one-rate station. Amazing? It's a true testi- 
monial by FCC figures! It's been true since KRNT-TV signed on more than 7 years 

Des Moines' largest buyer of local television time spends more than 90% of 
his advertising budget on our station. Been doing it for years, too. 

The best salesmen we have are satisfied local sponsors, who spend "the criti- 
cal dollar" that must come back many fold the next day in profit from added sales. 

Like we've been telling you in these pages for a long time, Think — 'tis the till 
that tells the tale. 

If you're not selling like you should in Iowa's capital and biggest city, you 
ought to be selling on KRNT-TV. We sell results. People believe what we say. 


Des Moines Television 

Represented by the Katz Agency 

An Operation of Cowles Magazines and Broadcasting, Inc. 


It's no trick when you capture the most 
crowded television market in the country. We 
took the number 10 - programmed, merchandised, promoted and related 
it to a "must buy" test market audience. It's a solid approach. Some 
buyers call it showmanship. Others leadership. We say it sells, too ! 

v$> ARB TV Homes 




t CO., 
> 40th 




SPONSOR/29 October 1962 









'new call letters for KWHT-TV effective Oct. 1 

• 1 ,202,200 people — four times the population of Nevada. 

• 368,740 households — 3 1 /2 times the households of Wyoming. 

• 332,700 TV homes — three times greater than in Vermont. 

• $2,225,301 ,000 consumer spendable income in this new major 

• Exclusive CBS-TV Coverage ! 

• One buy covers Kansas. 


National Representatives 

SPONSOR/29 October 1962 


29 OCTOBER 1962 

Vol. 16 No. 44 


P. 11 

Top of the News p. 11, 12 / Agencies p. 58 / Advertisers p. 58 / 
Associations p. 60 / Tv Stations p. 60 / Radio Stations p. 61 / Fm 
p. 63 / Networks p. 63 / Representatives p. 63 / Film p. 64 / Public 
Service p. 64 / Station Transactions p. 65 

SPONSOR-SCOPE / Behind the news 

P. 19 

SPONSOR BACKSTAGE / Chevy's talent 

P. 24 


COMPUTERS: HOW MUCH OF AN OGRE? / Large-scale use of com 
puters in media will be seen in one year. A problem exists in the type 
of data to be fed; definitive data tests requested. p. 29 

MAGNAVOX PUTS $150,000 IN FM / Campaign receipts to be 
donated by member stations to NAFMB. Funds will be used to open 
New York office. Kenyon & Eckhardt supports plan. p # 33 

THE DAFT, WACKY WORLD OF BOB & RAY / Advertisers are latching 
on to their new radio show. Comedy team says radio is better medium 
to work in. Resume Bert and Harry commercials. p. 34 

10 HINTS ON PITCHING LOCAL RADIO / Local station salesmen say 
pitching non-radio advertisers is no cinch. Station must often think up 
campaigns and act as advertising agency. P. 36 

that weekend listening by men is almost as good and sometimes better 
than weekday drive times. What new study means to buying. p_ 38 

of Grove Labs tells Missouri Broadcasters what his firm does to chetk 
drug item copy before it hits the air. p_ 40 

Comparison Report documents regional variations in usage. For ex- 
ample, regular coffee is big in Frisco, down in Boston. p_ 42 

SPOT SCOPE / Developments in tv /radio spot P. 67 

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. 62 / Seller's Viewpoint p. 66 

SPONSOR PUBLICATIONS INC. Combined with TV ®. U. S. Radio ®. TJ.S.FM ®. 
Executive, Editorial. Circulation, and Advertising Offices: 555 Firth Ave., New York 17. 212 MUrray 
Hill 7-8080. Midwest Office: 612 N. Michigan Ave.. Chicago 11. 312-664-1166. Southern Office: 3617 
Eighth Ave. So.. Birmingham 5, 205-322-6528. Western Office: 601 California Ave.. San Francisco 
T/*S. 415 TU 1-8913. Los Angeles phone 213-464-8089. Printing Office: 3110 Elm Ave.. Baltimore 
s ° 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. Mil. 
© 1962 SPONSOR Publications Inc. 





News scoops didn't disappear along 
with the corner-boy's once familiar 
shouts of "Wuxtry!" Thanks to 
radio, frst-in-frint is now spelled 
first-on-the-air. The news "beat" 
is here to stay, and Twin Citians 
identify it with the voice of ROD 
Chief. Rod's hourly newscasts (on 
the half-hour too during morning 
driving time) sparkle with the 
insight of the born reporter. 
WLOL's exclusive AIR WATCH 
Traffic Reports are a "must" for 
motorists. And Rod Trongard's 
twUe-a-day INSIDE LINE fea- 
tures direct (and sometimes jolt- 
ing) interviews with the people 
who make the news. Your com- 
pany's product can win headline 
prestige too — through WLOL 
news sponsorship or adjacent spots. 

miiiiiiiimiii iiiiiiiiiiiiiiniiiiiiiiiii mi inmiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiim int 

R A D ,o WLOL 

5,000 WATTS around the clock • 1330 kc 

.iiiiiiiiiiiiiiiiiiiiunuiiiiiiiii mi nim mi minium mm mi iniim 

Vice-Prcs. 6 Gen. Mgr. 
Larry Bentson, Pre* 
|oe Floyd, Vice-Pres. 

Represented by 


Midcontinent Broadcasting Group 

WLOL am. fm Minneapolis-St. Paul: KELO LAND 
tv and radio Sioux Falls. S. D.; WKOW am and tv 
Madison, Wis.: KSO radio Des Moines 

SPONSOR/29 October 1962 

555/ FIFTH 

Letters to 
the Editor 


I have read with interest the item 
"WINS Breaks Precedent: Backs 
WMCA Brief" which appeared in 
Sponsor Week (1 October) . 

Four months ago, WNEW, New 
York, carried a comment on the sub- 
ject of reapportionment, an excerpt 
of which follows: "Some 57% of 
the people of New York State live 
in New York City and adjacent 
counties. But the other 43% of the 
people, the rural up-staters, elect 
52% of the state's legislators, and 
thereby, they tell the majority how 
the state shall be run, how its con- 
gressional districts shall be drawn, 
how the people's tax-dollar shall be 
spent. Justice has been long in 
coming on this question, but it is 

I believe you'll agree that our 
hand was "extended across the hot- 
ly competitive New York air waves" 
long before anyone else's. Pete 
Strauss, who has been fighting the 
reapportionment battle in the 
courts, thought so, and said as 
much in acknowledging our public 
support— JOHN V. B. SULLIVAN, vice presi- 
dent and general mgr., WNEW, New York. 


On 1 August I returned to radio. 


Trade publications and personal 
contacts are my only way to learn 
of changes in radio during my 

The most outstanding voice is 
that of John E. McMillin. Is there 
any way I can obtain reprints of 
his past Commercial Commentary 
columns?— HOLLIS FRANCIS, sales manager, 
WJAG, Norfolk, Neb. 


In sponsor of 1 October on page 
64 under the Public Service column 
of Sponsor Week there is a refer- 
ence to the Thomas Alva Edison 
Foundation national station awards. 
The information regarding the 
deadline and other details are listed 
but there is no reference as to how 
and where a station may make an 
entry. Would you be kind enough 
to forward us any information you 
might have regarding these youth 
awards.— LEN MENARD, manager, KDB, Santa 
Barbara, Calif. 

• Nominations are made by the 76 national 
civic organizations cooperating with the Edi- 
son Foundation. Local groups of these organ- 
izations submit a 1,000 word statement de- 
scribing achievements of the radio station 
and tv station best serving youth in their 
community. For additional information write 




Broadcasters' Promotion Assn. annual 

convention: Holiday Inn Central, 
Dallas; 28-30. 

International Radio and Television So- 
ciety timebuying and selling semi- 
nar: CBS Radio, New York; begins 30. 

ABC International Television breakfast 
meeting featuring visualscope report 
on tv development: Americana Ho- 
tel, New York; 31. 

American Assn. of Advertising Agencies 

annual east central regional meeting 
featuring panel sessions for college- 
level educators interested in adver- 
tising, members, and guests from all 
media: Statler Hilton, Detroit, 1; 

eastern annual conference: Ameri- 
cana Hotel, New York; 13-14. 

National Assn. of Broadcasters fall con 
ferences: Sheraton-Dallas Hotel, Dal- 
las, 8-9; Muehlebach Hotel, Kansas 
City, Mo., 12-13; Brown Palace Ho- 
tel, Denver, 15-16; Sheraton-Portland 
Hotel, Portland, Ore., 19-20. 

Assn. of National Advertisers annual 
meeting: Homestead, Hot Springs, 
Va.; 8-10. 

Television Bureau of Advertising annual 
meeting: Waldorf Astoria Hotel, 
New York; 14-16. 

Advertising Federation of America board 
meeting: Poor Richard Club, Phila- 
delphia, 30; eighth district meeting: 
Red Carpet Inn, Milwaukee; 30-2 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiraiiiira i iiciiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii; 

to: Thomas Alva Edison Foundation, 8 West 
40th Street, New York 18. 


I have been so impressed reading 
the letters to the editor compli- 
menting you on your 40-year al- 

I am curious as to how I might 
obtain one. Although I am a spon- 
sor subscriber now, I wasn't at the 
time the book was issued. — Wallace 
Dunlap, assistant sales manager, KDKA-TV, 

Thank you for sending me a copy 


radio stations. I assure you that 
this material is most welcome, and 
gives promise of being very useful. 
—John A. Notte, Jr., Governor of Rhode Island. 


I have just received copies of your 
new 5-city tv/radio directory, and 
it is grand. 

Herewith, a request for 30 more 
copies, as soon as possible. — Leonard 
Biegel, CBS TV Network, New York. 


Several months ago an article in 
sponsor argued that the "best per- 
unit" rate on a rate structure 
should be the easiest to find instead 
of pouring down through a maze of 
figures and eventually coming up 
with that lower rate. 

That article struck home and 
when we had our most recent rate 
card printed that's exactly how we 
arranged our rates. — RUSSELL E. 0FF- 
HAUS, vice president and general manager, 
WBAC, Cleveland, Tenn. 

I want to commend you on your 
new zippy, modern format. I am 
particularly impressed with your 
"beneath the surface" articles. 

For instance, the article "What Is 
a Radio Salesman?" (15 October) 
combines enjoyable reading with 
impact filled facts. 

Thank you for providing a maga- 
zine with a viewpoint and a sense 
of direction— DAVID R. KLEMM, dir. of 
promotion, The Balaban Stations, St. Louis. 

SPONSOR/29 October 1962 

Marilyn Monroe, 
Richard Widmark, 
Anne Bancroft 

Clifton Webb, 
Gloria Grahame, 
Stephen Boyd 

Patty McCormack, 
Nancy Kelly, 
Eileen Heckart 

Burl Ives, Emmett Kelly, 
Christopher Plummer, 
Gypsy Rose Lee 

What's in volumes 4 and 5 

of "Seven Arts' Films of the 50's"? 

Suspense from 20th-century Fox in: 


Neville Brand, Dolores Michaels and Patricia Owens 


Cameron Mitchell, Anne Bancroft and Lee J. Cobb 


Ricardo Montalban, Anne Bancroft and Lee Marvin— 

and many more suspense films all contained in 

Volume 4's 40 great "Films of the 50's." 

Suspense from Warner Bros, in: 

HOME BEFORE DARK-starring Jean Simmons, 

Rhonda Fleming, and Efrem Zimbalist, Jr. 


William Holden, Lloyd Nolan and James Garner 

7 MEN FROM NOW-starring 

Randolph Scott, Lee Marvin, and Gail Russell- 

and many more suspense films all contained in 

Volume 5's 53 great "Films of the 50's." 

AND . . . BROADWAY . . . ACTION . . . DRAMA . . . 

Seven Arts Volumes 4 & 5 have everything— 
everything to please your audiences-top stars- 
top stories-top directors— they're all in Seven Arts' 
"Films of the 50's" "Money Makers of the 60's" 
Volumes 4 & 5 now available from Seven Arts. 




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 Charleston Drive ADams 9-2855 

L.A.: 3562 Royal Woods Dr., Sherman Oaks. Cal. STate 8-8276 
TORONTO, ONTARIO: 11 Adelaide St. West EMpire 4-7193 

For list ol TV stations programming Seven Arts' "Films of 
the 50's" see Third Cover SRDS (Spot TV Rates and Data) 
Individual feature prices upon request. 


He's the star, making the morn- 
ings bright, light and lively. With 
today regulars Jack Lescoulie, 
Frank Blair and Pat Fontaine, 
he's delivering news and infor- 
mation... Yes. Weather... Yes. En- 
tertainment.. .Sure! And advertis- 
ing messages. the style that 
has earned him the reputation 
as one of the most appealing 
personalities in broadcasting. 
The new today is a first class 
showcase for advertising. It at- 
tracts an adult audience... 
6,200,000 men and women every 
morning, Monday-Friday. 
It attracts a high income audi- 
ence.. . 52% of its viewing families 
earn more than $7,000 a year. 
It attracts a hard to reach au- 
dience... today is seen by a high 
percentage of working house- 
wives, who are not home for 
the average daytime program. 
So wake up to the new today, 
the golden 
for the 






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. 


CkcuutM £ 

Lancaster, Pa. 

NBC and CBS 

Clair McCollough, Pres. 

Representative: The MEEKER Company, Inc. • New York • Chicago • Los Angeles • San Francisco 

10 SPONSOR/29 October 1962 


Top of the news 

in tv/radio advertising 

29 October 1962 


Radio and tv networks jumped into the Cuban crisis with a Hurry of special 
programs, reports, and bulletins, especially in the most acute hours ol the 
situation early last week. Audiences were alerted via radio and tv that Presi- 
dent Kennedy would address the nation on both media at 7 p.m. Monday. 
Military, political, UN, OAS, and world opinion angles were brought in and. 
thanks to efforts of news media, the nation's attention was focused on the 
Cuban crisis as on no other subject in recent years. NBC cancelled documen- 
tary films of East Berlin tunnel refugees set for 31 October — but whether to 
show the films was already a controversial matter before the Presidential 


Local radio and tv stations sprang into action quickly in reaction to the Cuban 
crisis last week. Some examples: WTAR-AM-TV, Norfolk collected clothes 
for Guantanamo evacuees. WFBR, Baltimore invited telephone queries to a 
discussion panel. KOGO-AM-TV, San Diego, obtained a naval expert and 
WERE, Cleveland, assigned a political specialist for added dimensions in local 
news coverage. WBC lost no time in providing special coverage from Washing- 
ton for local stations. 


Probably the top radio industry item of the week was the return of WJR. 
Detroit, to the CBS affiliate fold. WJR drifted away in May 1959 and the 
reassociation takes effect 30 December. WJR's defection was accompanied by 
that of WHAS, Louisville, and KWKH, Shreveport, also 50-kilowatters. They 
have yet to return. In the meantime Detroit automakers can look forward to 
hearing their own sponsored news personalities on CBS within their own 
bailiwick, like Lowell Thomas for Oldsmobile and Bob Trout-Allen Jackson 
for Chevrolet. Since the WJR divorcement CBS Radio has remolded its pro- 
graming, putting the emphasis on news and public affairs, and restored station 


The Cuban crisis also dominated the regional NAB meeting in Washington 
this past week. Presidential press secretary Pierre Salinger briefed newsmen 
on the importance of exercising judgment and restraint whenever national 
security might come into question. 


Several far-reaching suggestions were made last week in connection with the 
EBU meetings in New York. NBC's Sarnoff proposed a WBU, growing out 
of the EBU. CBS's Stanton proposed world "town meetings'" via Telstar. 
And TvB's Cash put forth the idea of international exchanges of tv commer- 

SPONSOR/29 October 1962 11 


Top of the news 

In tv/radio advertising 



Broadcasters assembled at the NAB's Washington district meeting learned 
that the FCC will let them know immediately how it feels about any com- 
plaint Bled against them instead of letting them wait until their renewal 
comes up. This will apply particularly in the area of political time and edi- 
torializing. The policy removes the sword before it hangs there too long. 


The effect of broadcasting and politics on women were but two long-range 
research interests discussed by NAB v. p. and director of research Mel Gold- 
berg at the Chicago regional meetings last week. However, it is understood 
the NAB is more interested in bringing in such studies from the outside than 
doing them itself. And high on the list of priorities is the possibility of ac- 
crediting new sources of research, such as universities, for such studies, rather 
than obtaining them from commercial companies in the research business. 


Editorial seminars conducted annually by a university school of journalism or 
a similar institution were being talked about in private conversations at the 
NAB meetings in Chicago last week. Such seminars, it is hoped, could take 
up the philosophy of station editorializing and could also discuss the "how 
to do it" problems. 


NAB president LeRoy Collins, speaking at the Chicago regional meeting, 
said it was indefensible for the FCC to make a local side-show out of license 
renewals. He promised NAB support to any station whose rights were being 
invaded by the FCC in this manner. Chicago Avas the site of recent FCC 
hearings on station renewal. Collins also called the American Bar Associa- 
tion's canon 35, which prevents microphones and cameras from being used 
in the courtroom, an artificial handicap to broadcasters. 


MPO Videotronics' new film center, costing $2.5 million, is now under con- 
struction in New York at 222 East 44th Street. The studio, to open early in 
1963, will be the largest of its type in the world, say MPO officials, MPO's 
annual volume in tv commercials and sponsored films is reportedly over $8 
million. The new studio will house a unique complete plant for film produc- 
tion, reports MPO v. p. Marvin Rothenberg. 


Magnavox (K&E) has contributed SI 50, 000 and 150 stations are being sought 
to contribute air time in a multi-cornered deal to set up NAFMB promotion 
office in New York. (For details, see story, p. 33.) 

]9 SPONSOR/29 October 1962 

Where Cleveland learned itsMc 


From WHK RADIO, the area's 
most popular meeting place 
for over two years? Manners 
Restaurant, a chain of twenty- 
nine dining places, reports 
through its General Manager 
John Mino:"We have used 
WHK RADIO consistently the 
past few years.We are most 
gratified..'.' That's why we have 

this satisfying story to tell: In 
a tough 8-station market, 
Cleveland businessmen invest 
50 c 'c of their radio budgets in 
WHK. Make your reservations 
lor a full-course campaign. 
Contact maitred'JackThaver 
(V P. and General Manager) 
or Metro Broadcast Sales. 



•HOOPER, JAN.-MAR. 1960-JULY.SEPI. 1962 
PULSE, M»R. 1960-MAY.JUNE 1962 


Top of the news 

in tv/radio advertising 



Large-scale agency use of computers is foreseen by the end of this broadcast 
season. The problem is more how they'll be used than how much. It's ex- 
pected that few agencies will be able to afford to buy their own machines, but 
that many will rent machine time as needed. The question of what kind of 
data to feed and which queries to insert is still partly unsettled. But appar- 
ently a new specialist will appear on the agency scene: the man who pro- 
grams the computer — not a media man himself and with no stake in the 
answers. (For details, see SPONSOR-SCOPE, p. 20 and also story, p. 29.) 


Television Film Exhibit, set again for the Pick-Congress Hotel in 1963 in 
Chicago, has named four working committees: business, publicity, entertain- 
ment, and rules. TFE broke off from the NAB this year on behalf of the 
syndicators and the 1963 exhibit, timed again with the NAB. makes the 
splintering appear permanent. 


Three radio stations recommended for expulsion by the NAB for carrying 
prohibitive hemorrhoid remedy advertising have agreed to drop such advertis- 
ing. But a fourth station is resigning its code membership to prevent conflict. 
So far, of 34 stations involved in the NAB anti-hemorrhoid remedy case, 21 
have dropped the ads, nine have dropped the NAB code, and the four just 
mentioned were recommended for expulsion. 


KR.E board chairman William B. Lewis was to speak before the BPA today in 
Dallas on the subject of commercial content and scheduling. He will urge 
stations to take stricter control of commercials in the same way they control 


A permanent four-state organization of college professors devoted to profes- 
sional education for advertising is expected to be a result of the East Central 
Regional conference set for Detroit on 1 November, the 4A's announced last 
week. Some 25 educators are expected to attend the sessions. 


William D. McKinstry is leaving Gardner Advertising, where he has been a 
media buyer, to join Avery-Knodel as head of the new St. Louis office. The 
move takes place Thursday. 


Advertising and promotion directors of the Corinthian stations will meet for 
a fall promotion seminar in Dallas. Meetings, set to start over this past week- 
end, terminate today. 

14 SPONSOR/29 October 1962 

"Steve Allen Show 
hit 8.8 Nielsen within 
13-weeks in 7-station 
L.A. market!" 
Stretch Adler, VP & 
Gen. Mgr., KTLA 

"Steve Allen Show 
80% sold out after 
only 10 days in 
Bill Grumbles, Pres. 

"Steve Allen Show 
47% ahead of nearest 
competition in 
Des Moines!" 
Bob Dillon, VP & 
Gen. Mgr., KRNT-TV 

"Steve Allen Show 
completely sold out 
Monday through 
Friday in Phoenix!" 
Les Lindvig, VP, 

"Steve Allen Show 
building a tremendous 
following in Portland, 
Oregon!" Al Sturges, 
Pgm. Mgr., KATU-TV 

WBC Program Sales 
has an audition tape 
for you. Call or wire 
collect for THE 




7, N Y • Contact 



122 East a.2nd Street, New York 17, N Y • Contact Mike Roberts Murray Hill 7 0808 

Stations now carrying The Steve Allen Show : Baltimore, WJZ- TV; Boston. WBZ-TV; Cleveland, KYWTV; Columbus, WTVN-TV; Des Moines, KRNT-TV; Grand Rapids, WZZM-TV; Indianapolis, 
WLW-I; Kansas City, KMBC-TV; Los Angeles, KTLA; Minneapolis. WCCO-TV; New Haven. WNHCTV; New York, WPIX; Phoenix, KOOL-TV; Pittsburgh, KDKA-TV; Portland (Me.), WGAN-TV; 
Portland (0re.),KATU; Reno, KOLO-TV; St. Louis, KTVI; San Francisco, KPIX; Seattle. KIRO-TV; Springfield (Mass.), WHYN; Syracuse, WNYS; Tucson, KOLO-TV; Washington, D.C.WTOP-TV. 

SPONSOR/29 October 1962 


share of audience 


Nielsen Station Index/Station Total/6:00 AM-Midnight, 7-day week/8 months ending June 1962 . Nielsen Coverage Service 1961 
Sales Management Survey of Buying Power. June 1962 


Two Markets in One: 
Giant 121+ County Coverage 

TOP ACCEPTANCE! That's what 
you want for your sales story. That's 
what you get on WCCO RADIO, whose 
67% share of audience is twice as large 
as all other Minneapolis-St. Paul stations 
combined! What's more, WCCO RADIO'S 
quarter-hour audience is greater than 
that of any other station of the CBS 
Radio Network. Powerful WCCO RADIO 
delivers two markets in one: the five- 
county Twin Cities metro area plus 119 
non-metro counties. Adds up to 124 
counties with nearly4 million population, 
more than $6.9 billion buying income 
and $4.8 billion retail sales. The only 
way to cover it all— at the lowest cost 
with the highest acceptance — is with 
WCCO RADIO, one of the great 
stations of the nation. 

as many listeners 

as all other Minneapolis-St Paul stations combined! 

Represented by 



Minneapolis-St. Paul 

Northwest's Only 50.000-Watt 1-A Clear Channel Station 


••• RADIO 

:;; spot 

• •• SALES 

Eighteen reasons why the KAY-TALL News Department is UNMATCHED in 

the Ark-La-Tex ... for COVERAGE of the news . . . MANPOWER to reach it . . . 

EQUIPMENT to handle it . . . and EXPERIENCE with it! 

KTAL-TV News now presents the area's ONLY FULL-HOUR TV Newscast . . . 

. . . NEWSCOPE, 5:30-6:30 P. M., Monday through Friday, with Huntley-Brinkley, 

Local News, Regional News, Opinion, plus 

EXCLUSIVE Radar Weather - In - Motion! 


National Representatives 



SPONSOR/29 October 1962 


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

29 OCTOBER 1962 / c«.yri B M itro 

Reps and station groups are rather puzzled by the difficulty they're experien- 
cing in finding buyers for local election returns packages, or even minute partici- 

What they're referring to in many instances are the five and 10-minute election 
reports that are inserted into the network schedule. 

The frustrated selling gentry are of two minds as to the cause: (1) there aren't enough 
advertisers who have funds set aside for such contingencies; (2) sellers are making 
the mistake of approaching timebuyers instead of approaching account and ad man- 
agers directly, since an event of this sort entails more than a routine decision and alloca- 
tion of funds. 

In some agencies, BBDO making a good case in point, there's a specific person 
who has the task of scouting around for prospects on the list when special air 
media opportunities bob up. A most recent example: the Giants-Dodgers playoffs on 
NBC TV, as related in the 8 October SPONSOR. 

Don't be surprised if Colgate during 1963 revamps ratio of tv spending and 
makes it an approximate even split between network and spot. 

It's been running around two-thirds network and a third spot. 

Another kingpin tv customer whose budget divvy may push in a similar direction is 

Much will depend in either case on those nighttime tv network readings in Decem- 

Wednesday has replaced Sunday as the night on which the most money is being 
spent on regular network tv programing. 

Thursday now ranks third in that precinct, whereas last fall it was sixth. 

Here's a comparison of nightly program expenditures for the two falls, based on 

SPONSOR-SCOPE estimates: 

night 1962 1961 

Sunday $1,310,000 $1,220,000 

Monday 870,000 850,000 

Tuesday 940,000 970,000 

Wednesday 1,580,000 960,000 

Thursday 990,000 880,000 

Friday ' 960,000 1,160,000 

Saturday 880,000 890,000 

TOTAL $7,530,000 $6,930,000 

Tv stations needn't take it as a cause for concern but November national spot 
bookings are acting up a little peculiarly, according to what SPONSOR-SCOPE 
gleaned from some key reps last week. 

The norm is for November to run ahead of October. It appears that it will be just 
the reverse this time. 

October billings have been away over 1961 's, particularly in the top markets, and it 
could be that advertisers went all out with their October flights, figuring they 
would slacken up somewhat the next month or take a breather for the next flight. 

The situation has its bright side. It opens up opportunities for those with Christmas 
promotions to fatten up their budgets and pick up a lot of choice spots. 

SPONSOR/29 October 1962 




In the area of ad agency management 1963 will probably go down as the year 
when the era of the computer was met by staffing up with people who had this 
sole function: knowing how to program the machines. 

The consensus of the business is the cost of the required computers ($5-7 million) 
is much too prohibitive for purchase by the general run of upper bracket agencies 
and that the practice will be to go out and rent machine time as needed. 

The dawn of the computer era in advertising will do more than presage a new rela- 
tionship between the agency and the client, such as making available by the client 
sales, product usage and other data as basic contributions to the decision-making process. 

It will underscore and magnify the role of the media specialist. 

The theory that presupposes this is that the function of the researcher will not be 
one of command. He, broadly speaking, has no knowledge of media; hence he'll have 
no pragmatic interest in the answer. 

On the other hand, the experienced media man knows first of all what is being 
used and why; hence he does care about the answer and is in a position to match 
his knowledge of media realities to what the machine tells him. 

Another thing to look for is the refusal of the agency's tv program department to 
be shunted aside in the media selection procedure. It deems show-picking its vested 
interest and it must see that this power is not usurped, or risk possible liquidation. 

Colgate's drug division is backing up the return of its sustained action cold 
remedy, Congestaid, with an 11-week spot tv campaign. 

Schedules take effect 25 November, with a week's layoff Christmas week. 
Congestaid, a competitor to Contac, was returned to the laboratory last season after 
some market testing. Lennen & Newell is the agency. 

It may behoove tv to take a bow because of what Rexall plans to do about its 
lg sales come 1963. 

These sales have been traditionally held in November and April, but the way things 
have worked out for the promotions in tv there'll also be lg Rexall sales in January 
and March. 

For these events Rexall has gone in for a full week daytime blitz on two or three 
networks. It's obviously paid off big. 

Are you looking for extra intelligence on the viewing habits of the working 
woman (she who spends at least 20 hours a week at non-household jobs) ? 

NBC TV's circulating some Nielsen findings on the subject, which by segments of the 
day resolves itself as follows: 

Daytime: She spends 70% as much time viewing as other women. 

Early evening: She doesn't spend as much time at the set as her non-working 
sisterhood. (Obviously, she's got a lot of household chores to make up for.) 

Prime evening: She views only 5% less than the non-working woman. 

Late evening: She puts in 8% more viewing than the gals who have no outside 
jobs. (Apparently she is inclined to make up for that lost quota of daytime viewing.) 

The guess around the trade is that CBS TV will spot Danny Kaye and his 
entourage, due for next season, in the Sunday 9 to 10 span, the McCoys moved to 
8 Monday. 

If Sunday becomes Kaye's night the move will have this provocative effect: depriving 
General Electric of a franchise it has commanded for at least seven seasons. 

Kaye has been offered to the networks on a basis of 40 originals at $150,000 each 
and 12 repeats at $50,000 per show. 

SPONSOR/29 October 1962 



Is NBC TV finding a rough market this season for its hefty load of actuality 
specials (it's got 55 of them listed) ? 

The impression in the trade is that the answer leans to the affirmative, but those at 
NBC TV freighted with the job of selling these specials say that the record so far 
belies this impression. 

In other words, it's no pushover, but the trend of interest is going their way. 

The sector in which, they admit, there's trouble is the Communist profile 
series. Strange as it may seem, some of the advertisers approached deem the sub- 
ject a little too controversial for their commercial inclinations. 

Selling actuality specials, it was pointed out, imposes a hard economic fact. The 
typical cost of an hour's actuality today is $175,000, with $30,000 net going for the 
program and the balance for time and networking ($1,700). 

To document the fact that actuality sales aren't going so badly that sector of NBC TV 
sales provided SPONSOR-SCOPE with the roster: 


Polaris 19 December 

Projection '63 6 January 

The Tunnel (postponed) 

California late February 

World of Jacqueline Kennedy 30 November 

World of Benny Goodman 24 January 

World of Maurice Chevalier 22 February 

Liggett & Myers (half) 

Gulf Oil 

Gulf Oil 





Bates is gratified with the showing made to date by The Jetsons but the agency's 
still interested in how the cartoon series' audience composition shapes up. 

The deal with ABC TV which Bates made in behalf of Whitehall and Colgate guaran- 
tees a rating but at the level of adults. It's the first guarantee of the kind. 
Tied in with the guarantee is a deficit makeup in terms of minutes. 

Credit General Foods with this unprecedented status: having all its season's 
network tv shows (six this time) among Nielsen's top 15. 

Three of the six ranked first, second and third. 

Noted GF's Ed Ebel: with that sort of grand slam to go by it might behoove those 
talking about my imminent retirement to take second thought. 

Colgate has been able so far to realize about $500,000 from the sell off of its 
nighttime network tv program and time obligation for the last 1962 quarter. 

The takers naturally picked the toprated items among the rummage, like, for instance, 
Dr. Kildare and Perry Mason. 

Where all this hurts as far as the networks are concerned: the picker-uppers may 
have spent that money directly with the networks, hence it racks up as a net loss and 
not a gain. 

Motive for Colgate's cutback: domestic sales haven't come up to estimates. 

Something about the network tv ratings so far this season that's caught the 
special attention of agency tv people: the unusual fluctuation that has marked the 
various reports. 

The assumption is that audiences have been doing a lot more sampling from week 
to week than has prevailed in previous seasons. 

Hence there's a sort of reluctance to form definite judgments on how the new- 
comers as well as the holdovers will shape up in the rating sweepstakes, say, come 
the late November reports. 

SPONSOR/29 October 1962 




Radio reps believe they figured materially in BBDO's decision to switch the 
agency's radio rating alliance to Pulse. 

The influence, as they put it, stems from meetings that they had attended at BBDO 
on the matter of providing socio-economic data on their stations or their markets. 

BBDO's media analysis contended that it was the function of the stations to collate 
this data, but the reps retorted that the information was already being syndicated 
and it was up to the agency to subscribe to it. 

If you figure March as an index, daytime tv set usage in 1962 has taken an 
appreciable hop over 1961 both as a whole and for each householder-head age 

The source of this comparison is Nielsen and here's how the average weekly usage by 
hours (Monday through Friday 10 a.m. to 5 p.m.) measures up: 


1962 8 hrs.; 24 min. 10 hrs.; 12 min. 8 hrs.; 12 min. 7 hrs.; 12 min. 

1961 7 hrs.; 36 min. 9 hrs.; 18 min. 7 hrs.; 12 min. 6 hrs.; 36 min. 

The Triangle stations have recruited the participation of ad agencies in the 
group's drive to get Standard Rate and Data to put out a separate book for fm. 

The approach: a questionnaire seeking agency reaction to the proposal. 

A similar questionnaire, the agencies were informed, has been addressed to fm 

If the replies hack up Triangle, the group intends to suggest the formation of an 
ad hoc committee to meet with SRDS personnel to discuss the "mechanics in- 

Philco's Miss America Pageant failed this September to hit the 20-million 
home mark: it fell short by about a million. 

However, the other few entertainment specials aired on tv in September all told 
didn't have much more than Miss America's audience. 

Here's the data on the September entertainment specials as reported by Nielsen: 

Miss America 9/8 38.3 19,073,000 

Variety Garden 9/18 16.5 8,217,000 

Judy Garland (rerun) 9/19 13.7 6,823,000 

Lincoln Center Opening 9/23 9.2 4,582,000 

You may be witnessing in the tv program fare this season the beginning of a 
casting revolution for the medium which per se flouts one of the old myths of 
show business. 

And that myth is this : an all-male piece of entertainment can't click, where there 
are men there must be women ; a vaudeville bill must be properly balanced between men and 

Strange as it may seem, the myth refused to down despite such memorable suc- 
cesses in show business as A Walk in the Sun, Journey's End, Stalag 17, the Long, 
the Short and the Tall. 

Three of this season's series getting a lot of talk on Madison Avenue are GaUant Men, 
Combat and McHale's Navy. In each of these the character dominance is strictly male and 
the inclusion of the female a fairly minor fixture to the script. 



First in 



James Whitcomb Riley, beloved 

Hoosier Poet, whose nostalgic 

verses about childhood and farm 

life are still treasured by 

Americans everywhere. 

First in Hoosier Homes 

"When the frost is on the punkin," more than at any other time of 
year, Americans remember our Hoosier Poet, James Whitcomb 
Riley, as they enjoy anew his beloved Halloween Poem, "Little 
Orphant Annie." 

Here in Indiana, he will be remembered in a special way this 
year, in a half-hour television broadcast presented as part of 
our new documentary series, "Our Hoosier Heritage." 

Developing this series took two years of hard work . . . but 
it was a labor of love, for we are Hoosiers to the core. And 
programs like this — as well as outside activities, such as our 
annual Antique Auto Tour and our annual train pilgrimage to 
the "Circus City Festival" at Peru, Indiana — keep us in touch, 
close touch, with our audience. 

We like that. Our audience likes it. And, as you well know if 
you are among them, our advertisers like it. 

You're not ? Then find out now about the special place we 
have in Indianapolis and the rich satellite markets surrounding 
the metro area. Just ask your KATZ man. 

SPONSOR/29 October 1962 




America's 13th TV Market 

with the only basic NBC coverage of 760,000 TV set 
owning families. ARB Nov., 1 961 . Nationwide Sweep. 











* Nassau-Suffolk (Long Island) 
accounts for more Gas Sta- 
tion Sales than 25 states and 
its $3 1 /4 Billion Retail Sales 
out-ranks the following major 
metro markets: 




St. Louis 



Washington, D.C. 






San Francisco 

Kansas City 



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 


AM 1 1 00 
FM 98 3 


w ma ot 

PAUL GODOFSKY, Pres. Gen. Mgr. 
JOSEPH A. LEN N, Exec . Vice-Pres. Sales 

REPRESENTED by Gill-Perna 


by Joe Csida 

Chevrolet's way with talent 

In Detroit last week, I got a good close look at 
the way sponsors, agencies, television and radio 
stations and talent work in the vital area of pub- 
lic service. I also got a first-hand idea of how 
one of the nation's smartest sponsors indoctrinates 
talent to do a job with maximum enthusiasm. 

Since I am back in my own talent management, 
music publishing and record producing business, 
it once again becomes my pleasure to work with 
Eddy Arnold, whom we have managed since I organized the com- 
panies in 1954. Eddy Arnold has been doing some commercials for 
Chevrolet, so when Garth Hintz of Campbell-Ewald called upon him 
to sing on a television show for charity, Eddy was glad to accept. 
The charity was Detroit's United Foundation, which of course is the 
motor city's one-for-all charity drive. The 1962 goal is $19,800,000, 
which will be split up among 195 health community services in 
Wayne, Oakland and Macomb counties. 

Cooperation from all 

Chevrolet prevailed on Eddy to come out. Ford "delivered" Vic 
Damone, who did a tv show, The Lively Ones, for them all summer. 
Maurice Evans, who was in Detroit playing the beautiful Fisher 
Theatre with Helen Hayes, and Meg Myles, who was working the 
auto show at Cobo Hall, rounded out the performing talent on the 
bill. Ben Alexander, who worked on close to 300 episodes of Dragnet 
as Jack Webb's partner, emceed. He and Eddy were particularly apt 
choices, because in addition to being excellent entertainers, they are 
sound businessmen. Ben is one of California's more successful Ford 
dealers. He was, as a matter of fact, a Ford dealer long before he 
began to ask Sergeant Friday "What do you think, Joe?" He also 
owns, among a number of other businesses, a Union oil station in 
Los Angeles and a mortuary in San Francisco. 

Eddy owns substantial real estate in and around his Nashville, 
Tennessee, home base, including a plot and building he leases to a 
local Buick dealer. Among many other activities he is also on the 
Board of Directors of a thriving insurance company. 

This able cast was jelled into a solid half-hour of well-paced tele- 
vision entertainment through the efforts of Pete Strand, program 
manager of WXYZ-TV. Even though there was very short rehearsal 
time available, Pete did a terrific job in directing the show. 
He worked with a script by a writer from another local station's 
staff, Seymour Kapetansky of WWJ-TV. WJBK-TV also supplied 
personnel. The latter, of course, is the local CBS outlet. WWJ-TV, 
owned by the Detroit News, is the NBC station, and WXYZ-TV is 
affiliated with ABC. All three of these key network outlets gave up 
7:00-7:30 Tuesday night to carry the United Foundation show. 

Chevrolet, of course, is one of the five automobile divisions of 

General Motors, the biggest by far of the five. Chevrolet is one of 

the very few advertisers who still sponsors complete major shows in 

prime network time. The only other example which comes readily 

(Please turn to page 44) 


SPONSOR/29 October 1962 


Aluminum arm chairs, chaise lounges, fold- 
ing tables and redwood furniture by large 
wholesale distributor. London, England 

(One of thousands off 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. 

The list is endless. And so are the business opportunities. 

To help American businessmen take advantage of these op- 
portunities, the U.S. Department of Commerce has established 
permanent Trade Centers, which serve as showrooms for smaller 
American manufacturers. 

Here businessmen can find agents, buyers or distributors to 
represent them abroad. 

One such center has already been established in London. 

Another just opened in Bangkok, Thailand. Others will be 
launched in Tokyo and Frankfurt. Example: The biggest sale 
ever made in England by any single men's wear manufacturer, 
$400,000, was consummated at the United States Trade Center. 
Another manufacturer sold $250,000 worth of aluminum furniture. 
To find out how you can exhibit at United States Trade Cen- 
ters abroad to get your share of profits in growing world mar- 
kets, contact The United States Department of Commerce— field 
offices in 35 major cities. Or write: Secretary Luther jtw < ^ 
H. Hodges, United States Department of Commerce, s w%4* 
Washington 25, D. C. You'll get a prompt reply. '»« t <«»* 


Published as a public service in cooperation with The Advertising Council and the United States Department of Commerce. 

SPONSOR/29 October 1962 


The Story of The PGW Colonel. . . A Best Seller For More Than 30 Years 



W Radio Colonels devoted 48 years to selling print media before joining 
our company. The Television Colonels were with the networks for 48 years. 
Altogether, we've had 132 years on the other side of the media street. 

y were instructive years— and because of them, all PGW Colonels have a better, 
broader understanding of media values— and how to evaluate them 
That's why the Colonel is always on the yo! 


Pioneer Station Representatives Since 1932 









- 1 [ \\A/ L 

Peop/e ivAo bow fAe Pittsburgh market best TAKE TA 

"Our sponsorship on WTAE has 
been our first plunge into TV. We're 
surprised and delighted at the in- 
creased recognition this exposure 
has brought us." 

Why have so many Western Penn- 
sylvania advertisers, who are interes- 
ted in the growth of the Pittsburgh 
market, put their money on TAE-time? 
Take TAE and see. 

Basic ABC in Pittsburgh 


National Representatives 


29 OCTOBER 1962 

From two agencymen came words of wisdom about computers 

Computer conversation dominated the last Advertising Research Foundation convention. Two of many talking about 
computers were William T. Moran (1), Y&R v. p. and research mgr., and Richard F. Casey, BJvB. senior v.p. and research dir. 

Computers: how much of an ogre? 

Large-scale use in media seen in one year 
Problem exists in type of data to be fed 
Rep researchers ask for definitive data tests 
Agencies may assume more of research costs 

Not since the lanolin pitchmen 
did hall-hour commercials on 
late night television, back in the 
50's, has anything captivated the 
conversation of agency, advertiser 
and media men as has the emer- 
gence of the computer as an integ- 
ral implement in advertising. 

Even though only two shops, 
BBDO and Y&R, have installed 
computers and even though only 
one other agency has purchased a 

computer — which will not be in- 
stalled for another 12 months— the 
potential impact of the computer 
was so pregnant it literally domi- 
nated the recent convention of the 
Advertising Research Foundation. 
Ten of the 15 speakers at that con- 
clave talked about the computer in 
research, marketing and media 

Among the words of wisdom de- 
livered at that conference were two 

talks that touched tender areas. 
Said Richard F. Casey, senior vice 
president and research director for 
Benton & Bowles: "Too much of 
the current attention to computers 
in advertising is directed toward 
the machines themselves, not what 
is going into them." 

And William T. Moran, vice 
president and research manager of 
Y&R said, "Advertising has broken 
out of its fact finding prison. It's 
on the loose and looking down the 
throat of the business process." 

The computer jitters. To many 
an individual at the station, rep 
and marketing level, these words 
magnified the potential problems 
(hey envisioned with the arrival of 
computers. As one such person put 
it, "I'm suffering horn the DDT's, 

SPONSOR/29 October 1962 


the dramatic, drastic transition 
computers will mean. The trouble 
is I don't know just what it will 

To answer just such unasked 
questions the Association of Na- 
tional Advertisers issued a "Report 
on Computers" designed to explain 
the role of that electronic device in 

Meantime, in the bars and bi- 
stros of Advertising Alley, these 
were some of the comments about 
computers to be overheard any 

"Computers," said one broadcast 
supervisor, "are the greatest bit of 
razzle-dazzle since the T formation 
hit football. With a computer and 
tomorrow to talk about, everyone 
inevitably forgets how weak a me- 

dia buying operation they have." 
"Computers," said one marketing 
manager, "have a great potential 
but they're two years away from 
maximum effectiveness. And even 
then I'm not certain they'll ever be 
better than the media operation 
our agencies give us now. It's my 
hunch that any two of our non- 
computer agencies will out-perform 
any two of the computer shops even 
when they are fully geared." 

"Computers," said one agency- 
man, "are glorified accounting 
tools. Great for saving money and 
time but they'll never teach them 
to make subjective decisions." 

Cream in our coffee. "Comput- 
ers," said one researchman, "will 
mean more cream in our coffee and 
less aggravation of our ulcers. 

They'll consume data the way kids 
lick lollipops and shops like ours 
will provide the data." 

"Computers," said a mediaman, 
"are the sex appeal symbol of mod- 
ern Madison Avenue. Everybody 
wants one, everybody talks about 
it, but few of us have ever had it." 

"Computers," said one station 
rep, "can be the greatest thing for 
spot since Carbona. Given the re- 
quired information it will pinpoint 
differences and spotlight where 
those differences can be utilized to 
sell more goods; and that's some- 
thing networks can't do." 

"Computers," said one ad man- 
ager, "are like cannon without 
shells or like a dictionary with 
blank pages. Until the cannon is 
loaded it can't be fired and until 

Agency computers require maximum load of media audience 















MANY AGENCIES now have and use computers 
as electronic estimators, calculators, and writers 
of orders, bills and checks. By prefixing a unit 
that stores, assays and analyzes media and mar- 
ket information, as in this chart of such a unit 

of BBDO's Honeywell 400 computer, the en- 
tire process is automated. But ivithout a maxi- 
mum load of media audience information the 
computer cannot function at maximum effec- 
tiveness and efficiency. 


SPONSOR/29 October 1962 

the data is put on those pages that 
book can't give any definitions." 

Not from the computer. "Com- 
puters," said one stationman, "pfuil 
I went out and got the information 
that computer agency wanted — you 
know that form they sent out — and 
brought it in thinking I'd get some 
business. I got the business, but 
not from the computer. That, they 
told me, won't work until they get 
enough information from enough 
stations in enough markets." 

"Computers," said one agency 
administrator, "can save money but 
a full scale computer installation 
can cost more than our shop can 
use. The baby computers we now 
have do our paperwork and can 
handle some of the information 
processing our media people need. 

But a million dollars loi a monstei 
electronic data processor! It's cheap- 
er lor us to buy $100 a week time- 
buyeis and rent SUM) an hour time 
on an outside EDP when we need 

Thai same emphasis on the eco- 
nomics of computerized agencies is 
the common factor that links agen- 
cies, advertisers and stations. Every- 
one accepts the need for stuffing the 
computer with data before it can 
properly function, but everyone 
wonders who will be paying for 
procuring that data. 

Tv stations that now spend an 
average of $10,000 a year on re- 
search services, ARB, Nielsen, etc., 
and radio stations that spend an 
average of $3,000 for similar serv- 
ices from Pulse, Nielsen know what 

that expenditure means to them in 
billing. They also know that ARB 
has upped the cost ol their new re- 
port, witb demographic data, by 
some 15-20% and have no idea 
what that additional tariff will re- 
turn in revenue. 

What do they want? Nor, ac- 
cording to members of the TvB 
Committee studying the need for 
additional qualitative data, does 
anyone know what the computer 
agencies will actually want. Sup- 
pose ARB's demographic is not 
deep enough for Agency X or 
Agency Y comes up with another 

The committee does know that 
each of the agencies now in, or on 
the verge of getting into, computer 
operation is looking for data that is 

info for optimum output, but who pays for how many loads? 












SPONSOR/29 October 1962 


ANA publishes papers on computers 

ASSOCIATION Or NATIONAL ADVERTISERS. INC . 155 East 44th St., Now York 17. N. Y. 

To keep its members informed of the problems and potential of the 
computer in advertising, the Assn. of National Advertisers compiled 
and published papers of numerous social scientists and marketing men 

different to just enough a degree to 
require three different studies. 
Thus at J. Walter Thompson the 
emphasis is on data in terms of 
family size, age and income; at 
BBDO it's on the male head of the 
family; and at Y&R it's on the wo- 
man of the house. 

The committee also knows that 
stations have been informed that 
those providing data will receive 
preferential treatment whereas 
those without specific data will be 
evaluated in another manner. 

The committee also knows that 
one tv research service, planning 
on providing demographic data, 
will get a jaundiced reception by 
computer agencies who claim the 
sample size is inadequate. 

What they don't want. What 
some committee men do not want 
is to be approached by Research 

Firm A and solicited to participate 
in a study that, 'off-the-record' 
Agency X wants. For invariably this 
is followed by a similar approach 
from Researcher B for Agency Y 
and another from Researcher C for 
Agency Z. 

Stations know that the computers 
will have to be provided with data 
but they'd prefer knowing what 
providing this data will cost, how 
long it will take to compile and 
when it will translate out in sales. 
What stations would prefer having 
is some common denominator for 
data requirements and that is what 
they still do not have. 

Media research men, on the other 
hand, would prefer having the 
agencies do some definitive testing 
of different types of data before 
asking media for specifics. "What's 
the use of providing information," 

said one station rep researcher, "un- 
til the agencies know it's what 
they'll use. We can't afford to ask 
our stations to be EDP guinea pigs. 
Any time a station manager ante's 
up $500 for research he wants to 
know there's a chance of getting 
some revenue out of it." 

One possible answer. One an- 
swer has already developed, in ra- 
dio rather than video. In this sit- 
uation The Pulse has been asked by 
BBDO to do a special syndicated 
report in the top hundred markets 
and, with agency approval, to offer 
participation to the stations. Thus 
the agency will share a substantial 
part of the cost. 

With every subscriber station 
getting the same information and 
only the agency getting the infor- 
mation for each station stuciied in 
each market, the overall cost can 
be split, in syndicate fashion, and 
although considerable in total still 
be within the reach of everyone's 

The station reaction to queries 
anent participating in this special 
radio demographic study for use in 
BBDO's computer operation may 
establish a pattern that could apply 
to video and to print. With the 
agency picking up part of the tab, 
with the study designed to give the 
agency the demographic data it 
wants, and with every station get- 
ting the same survey treatment, and 
the study being done in the first 
100 markets, the answers to many 
questions may result. 

One of these questions has been 
the craving of advertiser and agen- 
cy for more detailed information 
about the audience of the media 
they used, i.e. qualitative and dem- 
ographic data. At BBDO this data 
is for use by timebuyers after the 
computer has indicated what mar- 
kets and audiences the campaign 
wants to reach. 

As explained by BBDO media 
executives Mike Donovan and Ed 
Papazian, "The need for this type 
of information existed for some 
time. We tried to get it some years 
ago when we first started thinking 
about computers. Actually we are 
not and will not use this for com- 


SPONSOR/29 October 1962 

"It's to help the timebuyers buy 
the stations with the specific audi- 
ences the client wants to reach. You 
don't need a computer to use this 
kind of detailed information. 

"Marketing and advertising have 
become more specific and media, as 
part of advertising, has also become 
more specific in planning and in 
buying. This data can help us be 
more specific in buying and it could 
also help media be more specific in 

Two reasons for computers. 

Aside from the fundamental possi- 
ble economies in agency operation 
the computer can be useful lor two 
reasons. In radio the ups and 
downs of audience size have tap- 
ered off so that each station in 
each market has a certain amount 
of stability in share of audience. In 
video the growth of stations and 
markets, the equalizing of program- 
ing appeal and type has also re- 
sulted in a degree of stability. 

In the words of a researcher, 
"There is more middle-range audi- 
ence appeal today and less of the 
upper and lower than there was ten 
years ago in television. Then if 
your show had a 30 rating you had 
a winner. If it had a 10 rating you 
had a flop and got out of it. Today 
there are more programs in the 
middle or 20 range. With fewer 
sharp ups and downs we have a 
stability of data that computers 
can handle." 

With this type of research data 
the computer can assist in lessening 
the chances of failure where a ma- 
jor advertising campaign is con- 
cerned. For what is at stake is not 
just the cost of the advertising cam- 
paign. What is up for grabs is the 
possible washout of a new market, 
a new product, the loss of custo- 
mers for something that has been 
years in the lab and more years in 
test markets. 

These are the factors behind the 
inevitable use of the computer as 
an aid to selecting markets and 
media. These, according to many 
marketing and advertising execu- 
tives are the reasons why admen 
and mediamen will inevitably learn 
to live and work with each other in 
the world of the computer. ^ 

Magnavox puts $150,000 in fm 

► Cooperating stations to donate money to NAFMB 

► Funds will be used to open New York bureau 

Fm broadcasting's long battle to 
get more national ad dollars 
took an important step forward last 
week when il was announced that 
Kenyon & Eckhardt and the Na- 
tional Assn. of Fm Broadcasters 
had reached an agreement for pur- 
chase of $150,000 worth of fm time 
in behalf of Magnavox Corp. 

The buy has more than average 
significance for fm because a 
unique provision of the contract 
funnels payment for the time to 
NAFMB as a contribution from the 
stations on the schedule. The or- 
ganization says it will use the 
money to establish a New York 
office as a full-time promotional 
center headed by an executive di- 

Need 150 stations. The terms 
of the contract guarantee the adver- 
tiser clearance on 150 stations. 

About 65 stations have already con- 
sented, and a spokesman is con- 
fident that the quota will be met, 
"perhaps in 15 clays." The cam- 
paign will begin at that time. 

The NAFMB plan works like 
this: certain member stations, 
under arrangements worked out 
some time ago, have agreed to 
reserve certain time periods which 
the association may sell to a nation- 
al advertiser. The payment for the 
time would be donated to NAFMB 
by the station for the purpose of 
financing an fm bureau similar to 
RAB and TvB. The agreement 
carries two stipulations. 1) Such a 
sale would not divert funds from 
an existing fm campaign. 2) The 
NAFMB could not use the plan to 
compete with the stations. 

Some NAFMB members oppose 
(Please turn to page 57) 

illll!llll!l!lllll!lilil!lll!lllllllll!!lll!l!ll|[i[||l!ll!ll!!llll!P!!IIIIIIP!!IMIlli!!l :i!l!]ill|i!>llllll!llli:i!li:!l!l!llli;!lll'!lllli|ll!lllill!lllllllllillll!i|l' 



T. Mitchell Hastings (1) is pres., NAFMB, and head ol Concert Net- 
work. Negotiator H. Brosious is pres., Hamilton Audio Electronics 

IlllilllllUIIIIIOIIIIIill ■ 

SPONSOR/29 October 1962 













The daft, wacky world of Bob & Ray 

_, . _____ _ ___■:_!___: 

► Advertisers flock to their new radio show 

► Radio better medium to work in, boys insist 

► Will resume tv voicings of Bert and Harry 

Profoundly devoted to radio are 
those two deftly comical lads, 
Bob and Ray, more formally identi- 
fied as Bob Elliott and Ray Gould- 
ing. Nothing short of a twister, it 
appears, would transport them 
from radio— a most persuasive 
means of communication which 
has heaped on them fame and a 
dazzling income. 

True, they also have grazed in 
the verdant pastures of videoland 
and their voicings of Bert and 
Harry in the Piel's Beer tv com- 
mercials, for one, have brought 
them spectacular success, but it is 
plain to see that their collective 
heart belongs to daddy— and their 
daddy is dear old radio. 

After a two-year hiatus, Bob and 
Ray and their variegated roster of 

characters are giddily ensconced in 
a Monday through Saturday (4 to 
8 p.m.) soiree on WHN, New 
York. And, as anticipated by sta- 
tion sales executives, the Bob and 
Ray comedy ad-libbings have 
brought forth a bumper crop of 

"Acceptances have been phe- 
nomenal," Herb Weber, general 
sales manager of WHN, told spon- 
sor last week. "Availabilities on 
their program are now difficult to 
clear." Sponsors latching on to 
this skillful pair of performers are 
local, regional and national. They 
include Alemite, Blumenthal Bros. 
Chocolates, Firestone Tire and 
Rubber Co., Chock Full 'O Nuts, 
Fisher Body, Yonkers Raceway, 
Barricini candies, Beneficial Fi- 

nance, Eastern Airlines, Equitable 
Life Assurance, Ford, Guardian 
Maintenance, Plaid Stamps, S&H 
Stamps, La Rosa macaroni, R. H. 
Macy's, Piel's beer, Savarin coffee, 
Tareyton cigarettes, Prince maca- 
roni, Golden Press Encyclopedia, 
Investors Planning, Schrafft's res- 
taurants, Camel cigarettes and 
Birds Eye frozen foods. 

Ad Virtuosos. What Bob and 
Ray do with the bulk of these 
commercials is evidently rousing to 
the increasing number of listeners 
to the program. In many in- 
stances, they are working from fact 
sheets, ideal vehicles for Bob and 
Ray to display their virtuosity at 
gay and saucy ad-libbing. 

Moreover, the majority of cli- 
ents today are not averse to hav- 
ing their products "humorized." 
They have discovered that the Bob 
and Ray approach is a fine sales 
weapon, be it on a local, regional, 
or national level. Exulted Weber: 
"The Bob and Ray brand of hu- 
mor is spontaneous. It is true, 
pure entertainment and their ap- 


SPONSOR/29 October 1962 








peal is most effective when aimed 
at the young adult." 

"With the sort of material we 
do, based on the imagination, ra- 
dio is the only desirable spot," 
Bob remarked. "This is the niche 
we're most comfortable in. Maybe 
you ought to put us down as pretty 
lazy fellows." 

Said Ray: "It is a splendid me- 
dium to work in. Why? Simply 

because we don't get cluttered up 
with props. On the radio all you 
have to do is say you are in Madi- 
son Square Garden or Yankee Sta- 
dium; on television, you have to 
have it painted on the wall. I 
think radio is going through a re- 

More talks. They said music was 
becoming somewhat of a bore be- 
cause nearly every radio station 

sounded alike. "People want lo hear 
talking again," they insisted. They 
thought television had lost its 
"liveness" except for news. Fur 
thermore, they criticized some ra- 
dio and television stations for in- 
dulging in too much "copycatism." 
They also were of the opinion that 
radio should bring back soap op- 
eras and mysteries, "hiring back 
programs!" they repeated. 

Happily, Rob and Ray were 
ushered into WHN amid promo- 
tional fanfare the likes of which 
has rarely been seen in urban 
broadcast circles. Under the aegis 
of John P. Newman, promotion 
and merchandising manager, the 
Hob and Ray welcoming campaign, 
involving an expenditure of near- 
ly $250,000, called for multi- 
pronged assaults in various media. 
For three months, ending this week, 
the station virtually saturated New 
York and New Jersey with news of 
the arrival of Bob and Ray. 

In keeping with some of the zany 
goings-on on the Bob and Ray pn> 
grains, Newman evolved a "Help 
Bob and Ray to Fame and Fortune 
and a Worry-Free Old Age Kit" 
consisting of a da-glo bumper strip 
for the front of one's car ("I'm on 
my way to listen to Bob and Ray 
. . .") ; a second bumper strip for 
rear bumper ("I've just been lis- 
(Plcase turn to page 50) 

Comedy team in promotion campaign 

Bob and Ray's return to radio on regular basis was her- 
alded with big $235,000 WHN, New York, promo, campaign 

Backing up Bert & Harry 

Cartoon characters of Bert 8c Harry, salesmen for Piel's 
beer, are returning to tv with Bob and Ray as voices 

SPONSOR 29 October 1962 


10 hints on pitching local radio 

Selling non-radio advertisers, no cinch 
Station must often act as ad agency 
Should know customer and have ideas 

Selling local radio to local re- 
tailers involves a great deal 
more than making routine visits. 
Station managers say the first com- 
mandment in pitching non-radio is 
"know thy customer's business" 
and then go out and sell him with 
ideas for improving his business. 
And it is not incidental that these 
ideas include the use of radio. 

The newspaper's firm establish- 
ment in local areas since pony- 
express times has proven a prob- 
lem to some radio station men. 
From the very beginning, local 
merchants have looked upon print 

as the basic medium. They have 
had experience with it, their fa- 
thers used it, they trust it, and even 
know a little bit about it. To se- 
cure a new radio advertiser who 
has been using print for years, ra- 
dio people have to have original- 
ity, enthusiasm, tenacity, and a 
willingness to do the work an ad- 
vertising agency woidd do for a 
larger client. 

If the radio pitch is successful 
and a sale is made, radio men 
agree, advertisers are more-often- 
than-not satisfied and increase their 
radio budgets. 

^UIIIiillUJlliiJIIiJIIiillllii^iilir'-flllllJi.-.-.lilMi.^lllNiljllliiJIiMliMi'tMIJiriMIMlJMIIin'llililllMlllli 'i;' i||| '"," ■ i ; ;:| ;■ r :||| :'!lll|ii:ill ll!llllll]|:illllll[|lllli:i[IIlll!flllin[llllll^ 

10 recommendations on how to sell 
local radio to non-radio advertisers 

1. Establish a strong reputation for your station 

2. Study customer's business and make suggestions for 
improving it which include radio 

3. Walk into customer's office with campaign ideas to fit 
his needs 

4. Convince customer radio gives the lowest cost-per-1,000 

5. Document radio's large out-of-home audience 

6. Explain how radio separates competitive advertisers and 
dominates the attention of the listener during a chosen 
time period 

7. Be willing to handle ad agency functions 

8. Don't sell against other media, sell for radio 

9. Point out air personalities' rapport with audience 

10. Use case histories to show what radio has accomplished 


Ten recommendations, sponsor 
talked with local station managers 
and gathered 10 recommendations 
and pitches that have brought sales 
results from previous non-radio ad- 
vertisers, and in some cases non- 
advertisers (see chart) . Every sta- 
tion comes up with different ways 
of employing these techniques; 
some of them are noteworthy. 

"The single important basis for 
our pitches," says WOHI, East Liv- 
erpool, O., sales manager, Charles 
Stuart, "is a study of the custom- 
er's complete business, based on in- 
terviews with management, person- 
nel, and clients. With the results 
we make suggestions for improving 
his business which involve the use 
of radio. 

More than radio. "Our most suc- 
cessful pitches have been to busi- 
nesses which lacked a uniform 
advertising or merchandising ap- 
proach. We sell them much more 
than radio advertising — we sell 
them ideas for the store." 

Stuart recently signed a major 
women's department store which 
radio salesmen had been badger- 
ing for years. In 1959 the company 
tried radio for one month but was 
dissatisfied. With a plan in mind 
Stuart decided to show the com- 
pany "what should be done" and 
what "radio would do." He learned 
that the store's owners were con- 
cerned about a lack of public ac- 
ceptance of their quality lines. The 
buyers for these lines just weren't 
coming in. The store had always 
had a low-cost identification and 
newspaper advertising seemed to 
be unable to pull the new cus- 

WOHI started by thoroughly ex- 
ploring the store and talking to all 
the sales girls, more than 50. Sta- 
tion personnel interviewed an 
equal number of customers, and 
solicited opinions from office girls, 
their friends, and even people on 
the street. 

Creating a campaign. From all 
the information gathered, an en- 
tire image-building campaign was 


SPONSOR/29 October 1962 

organized, involving the use of a 
female fashion expert. Stuart ob- 
tained the services of a nationally- 
recognized beauty expert who was 
willing to lend her efforts for the 
publicity gained for a new school 
she was opening. She would kick 
off the campaign with a fashion 
show, the store's first. Pepsi-Cola 
agreed to supply free drinks after 
the show. All of this was done 
without consulting the store's top 
management. "We wanted to im- 
pose a fait accompli," Stuart says, 
"and we did." 

When station executives met 
with management they presented a 
written proposal which outlined 
an entire advertising campaign, 
methods, cost, scheduling, and even 
sample newspaper advertisements 
and a number of store merchandis- 
ing tie-ins. This was accomplished 
with a half-hour tape-recorded 
presentation which included a dis- 
cussion of the principles of radio 
advertising, the station's coverage 
and ability, and how the station 
would handle the proposed cam- 
paign, finishing with sample com- 

"The management was snowed. 
Never before had they been pre- 
sented with such a well-prepared, 
thoughtful, written proposal. They 
bought the whole package," Stuart 

Selling ideas. In the Hartford, 
Conn., area WPOP executives also 
admit that in order to sell non- 
radio advertisers it is often neces- 
sary to create entire promotions or 
campaigns with merchandising 

The station sold Clayton Motors 
on the idea of a "million dolhir 
arrival" to stimulate traffic of cus- 
tomers and increase the exposure 
of cars to the public. The amount 
of $1 million (in old Brazilian 
money) would be delivered in 
armored cars on a given day. In 
response to the idea of seeing $1 
million, 3,500 people showed up. 
Results: in two weeks the dealer 
sold 72 cars, when his average had 
previously been 15 cars monthly. 

To a mattress dealer in Hart- 
ford, who never advertised on ra- 
dio, the station sold the idea of a 
leaping d.j. A station d.j. climbed 

Non-radio advertisers require thorough study 

Charles Stuart (far 1) and William Kozel, YVOHI, East Liverpool. Ohio, explain 
radio copy to assistant manager and salesgirls of A. J. Olsen Co. Station studies 
client's business, prepares campaign ideas to pitch major non-radio advertisers 

into the display window and lept 
all day long to prove the durabil- 
ity of the mattress. Radio was used 
to draw crowds and many buyers. 
Results: the store now advertises 
on radio regularly. 

Many stations use the one-shot 

promotion to draw a single adver- 
tiser, but more often than not the 
station has a reservoir of other ap- 
proaches that appeal to new adver- 
tisers. KMOX, St. Louis, reports 
it has had a number of new busi- 
(Please turn to page 50) 

Station offers to install public address system 

Alex McQueen, WSJS, Winston-Salem, N. C. (1), offers to have public address sys- 
tem installed during radio-advertised promotion at shopping center. Julia Caudle, 
promo, mgr. for shopping center and Pick Hawkins, Armstrong, discuss plans 

SPONSOR/29 October 1962 


New facts lift lid on weekend radio 

High male listening 
Nears peak weekday 
Weekend spots less 

on weekends documented 
drive times in some periods 
crowded, less costly 

Radio sellers who consistently 
run up against walls of stub- 
born resistance while touting the 
sales potential of weekend radio 
can treat themselves to a compla- 
cent sigh of relief. The reason: 
a recent CBS Radio Spot Sales sur- 
vey not only debunks the battle- 
scarred theory that weekend radio 
is "dead" but offers substantial 
proof that these time segments 
dish up male audiences which ri- 
val in size the Monday through 
Friday drive times. 

Nine-market study. The study is 
based on Nielsen in-home male 
listener and national car radio 
data. It was conducted in nine 
markets: Boston, New York, Phila- 
delphia, Chicago, St. Louis, Min- 
neapolis-St. Paul, Portland (Ore.) , 
Los Angeles, and San Francisco. 
CBS Radio Spot Sales feels strong- 
ly that the uncovered data is in- 
dicative of markets across the coun- 
try. And while nothing quite 
matches the "reach" of the early 
morning drive time period — the 
7:30 to 8 a.m. period, Monday 
through Friday — the study offers 
proof positive to the fact that ad- 
vertisers who clamor only for the 
already heavily crowded weekday 
drive-time segments are not getting 
the most mileage out of their ad- 
vertising dollars. 

80% as high. Percentage-wise, 
the study provides these eye-open- 
ing figures: during the weekend the 
male listening rate is 75 to 80% as 
high as the top morning drive-time 
half-hour and often higher than 
afternoon drive times. The study 
further documents that the male 
audience shows high tune-in stead- 
ily through the day. The highest 
peak is reached between 9 a.m. and 
noon in some cities, while in oth- 

ers the afternoon period registers 
as high. 

CBS Radio Spot Sales invited 
other station reps to a special meet- 
ing to make the findings known and 
discuss ways to implement them 
for radio. It was a considerably 
heartened group of 35 radio sales- 
men from 29 firms who heard CBS 
Radio Spot Sales' v. p. and general 
sales manager, Maurie Webster, 
during the explanatory session 
held in the CBS building last 
week. And all left the meeting 
with copies of the survey and sets 
of charts. Earlier, charts were dis- 
patched to ad agencies and key 

Here is the firm's step-by-step 

explanation of how the survey was 

1) "Starting point was the metro 
area, in-home, radio audience on- 
the-hour and half-hour throughout 
the day. For example, 1 million 

2) "To (1) , we applied listen- 
ers per home. For example: 1,- 
000,000 X 1-5 equals 1,500,000 lis- 

3) "Then, we applied the per 
cent of male listeners audience 
composition for the time period. 
For example: 1,500,000 X 30% 
equals 450,000 in-home male lis- 

4) "To the in-home metro area 
audience we applied the auto-plus 
from the NSI report for each time 
period. Remember, Nielsen auto- 
plus is a national average applied 
according to regional areas and 
does reflect regional variations. 
However, individual markets could 
have higher or lower auto-plus fig- 
ures because of purely localized 


Best radio times to reach men in Chicago 

7 AM 


Gre^tfc; Ctecip rwi^iMJrt!^ fi:ea '8 Counter 




m r 


6 AM 7 8 9 10 11 12 N 1PM 2 3 4 5 6 7 8 9 10 11 12 Mid 
Weekend listening 30% above second-best drive time 

In Chicago, 8:30-9 a.m. Saturday male listening is 85% as high as best weekday 
drive time. For eight continuous hours Sunday tops weekdays' peak in afternoon 



SPONSOR/29 October 1962 

variables. The figure used (ilie 
appropriate regional auto-plus as 
given in NSI Reports for each 
market) is the closest evaluation 

"Continuing the example: 1 ,- 
000,000 X 20% equals 200,000 
metro area car radios being used. 

5) "Then, to (1) we applied 
the number of listeners per car 
from Nielsen's Car Radio Study). 
For example: 200,000 X 1-7 equals 
136,000 men listeners. 

6) "To this, we applied the Na- 
tional Car Radio Audience Com- 
position percentage of male listen- 
ing. For example: 310,000 X 10% 
equals 136,000 men listeners. 

7) "Finally, the in-home male 
audience and the car listening male 
audience were added together. For 
example: in-home male listeners, 
450,000; car audience male listen- 
ers, 136,000; total male listeners, 

All figures in the explanation 
are examples only and used for 
ease in interpretation. 

Charts for each market were 
plotted with the 7 a.m. male audi- 
ence (Monday-Friday) as being 
equal to 100% (except New York 

Best radio times to reach men in New York 

7:30 AM 









K* M 1» KJ M M M W 

6 AM 7 8 9 10 11 12 N 1PM 2 3 


7 8 9 10 11 12 Mid 

Saturday, Sunday mornings and Sunday afternoon tops 

In New York, male listening is highest from 9 a.m. to 1 p.m. Saturday and 9 a.m. 

to 5 p.m. Sunday. Sunday audience equals high weekday drive time, al noon 


City) . In all markets this was the 
time period that attracted the 
largest male radio audience. 

iiiir . i;i ■ .in : : ■.■■ii!!i!,..rJi:: ; ;:um ll :; I ;Miii:-.ii M 1 : -:!! .,n: ,: . :ii..- :!iui.,uiM 1 ' ..,uiim j :, - -i;:!... ;... i.,. ■■■- ."i,i,- .iihM ■ i:;ii;" .ii'M!: .i ,; n.iii: .::!i 1 . 

Best radio times to reach men in 'Frisco 

7 AM 







6 AM 7 8 

10 11 12 N 1PM 2 3 4 5 


8 9 10 11 12 Mid 

Steady weekend audience peaks at noon on Sunday 

Saturday male listeners are 70% as high as weekday, from 9-10 a.m. and 4-4:30 
p.m., dropping off 20% in between. Noon-1 p.m. Sunday is 90' , "I weekday high 


In the cities other than those 
whose charts appear on this page, 
the evidence for weekend radio is 
equally impressive. In both St. 
Louis and Minneapolis-St. Paul, 
Saturday listening from 9-9:30 a.m. 
equals the best weekday time, 7- 
7:30 p.m. In St. Louis, Sunday lis- 
tening from 10-10:30 is also as 
high. Roth the Saturday and Sun- 
day peak male radio audiences in 
that city are higher than the sec- 
ond-best weekday spot. Interest- 
ingly, the No. 2 weekday period in 
both St. Louis and Minneapolis-St. 
Paul is not 5-6 p.m. drive time, but 
noon 12:30 p.m., according to the 

Charts for Boston, Philadelphia, 
Los Angeles, and Portland, Ore., 
further support the strength of 
weekend male audiences. 

7 a.m. listeners. Numerical 
male audience as of 7 a.m. in each 
metro area market was as follows: 
boston. 123.520: New York City, 
681,630 (7:30 a.m.) : Philadelphia. 
182.770: Chicago. 125.110; St. 
Louis. 100.200. 

Minneapolis-St. Paul. 85,980; 
Portland, 50.960: Los Angeles, 
359,030; San Francisco. 165,980. ^ 

SPONSOR 29 October 1962 


How Grove Labs clear tv/radio copy 

► Grove v.p. tells hurdles drug copy must pass 

► Shows Missouri Broadcasters importance of spot 

► Suggests pitches for small-market outlets 

ZZZZZZL-ZZZZ Z ~~ : "Z _ , z zzzzz 


v.p., Grove Laboratories 

I have no intention of trying to 
tell you how to run your busi- 
ness successfully and profitably. 
However, I do intend to supply 
you with information about our 
business which should have a di- 
rect influence on the selling meth- 
ods you use with national accounts. 
And this, I am certain is of impor- 
tance to you. 

I represent a proprietary drug 
manufacturer. As you well know, 
this industry invests a tremendous 
amount of money each year in ad- 
vertising. All national media are 
given serious consideration in plan- 
ning our campaigns. In my posi- 
tion it is imperative that I be as 
objective as possible. Media must 
be evaluated with consideration to 
their various abilities to do specific 
jobs. Currently our faith in broad- 
cast is evident by the amount we 
invest in this medium. And I say 
invest because it must provide a 
return. Perhaps if you know more 
about how we approach our ad- 
vertising problems and how we al- 
locate advertising funds, you will 
be a few steps closer to getting your 
share of this highly desirable and 
lucrative national advertising spot 

Press relations. Even the men- 
tion of proprietary drug advertis- 
ing sometimes puts broadcast man- 
agement on the defensive. The in- 
dustry has had a bad press the last 
few years . . . actually worse than 
it deserved. It has been a target 
for sweeping criticism and condem- 
nation from many sides. Admitted- 
ly some of this was indicated. But 
it only takes a few bad actors to 
create a negative image. The great 

majority of proprietary drug manu- 
facturers make every effort to be 
truthful in their claims and to use 
good taste in the way the material 
is presented. 

We are seeking out those people 
in your audience who have the 
symptoms our medications are de- 
signed to relieve. They will find 
it possible to have empathy for the 
person in a commercial evidencing 
the symptoms they are experienc- 
ing. Commercials can be struc- 
tured to do just this and do it in 
good taste. For some time there 
has been a trend to the more so- 
phisticated, soft sell in drug com- 
mercials. I'm sure you are aware 
of this. Manufacturers have learned 
this approach, used properly, can 
be more efficient than the knock- 
down, drag-out, hard-sell method. 

Planning commercials. Let me 
cover some of the steps in the de- 
velopment and clearances of com- 
mercials in our company-agency 
relationship. Our product planning 
and quality control operations are 
headed by a doctor of medicine, 
an accredited member of the Amer- 
ican Medical Association. This di- 
vision provides our advertising 
agencies and our internal divisions 
with comprehensive product man- 
uals. These manuals cover techni- 
cal literature references relating to 
each ingredient in the formulation. 
Dosage, effectiveness, safety and 
side affects are described compre- 
hensively. All data resulting from 
laboratory, animal and clinical in- 
vestigations are presented in both 
tabular and editorial form. Where 
we feel it will be helpful, the divi- 
sion head meets with agency ac- 
count management and creative 
personnel to present the complete 
story. A question and answer peri- 

od permits these people to probe 
every area even more in detail. 
With this kind of indoctrination, 
the agency is in a better position 
to present sound, factual copy. 

When the advertising depart- 
ment is satisfied with the creative 
product of the agency, we put it 
through our copy clearance proce- 
dure. The doctor heading product 
planning is responsible for review- 
ing the copy from a medical view- 
point to see that claims made for 
efficacy are valid. After his review, 
the copy goes to the lawyers on the 
clearance committee. Their partic- 
ular firm specializes in Federal 
Trade Commission and Food & 
Drug Administration regulations 
and acts as legal counsel for some 
of the best known organizations in 
our fields of activity. With their 
up-to-the-minute knowledge of gov- 
ernmental agency interests and at- 
titudes, they are in an excellent po- 
sition to point out any legal prob- 
lems that might occur through use 
of the claims presented. 

After review by medical and le- 
gal, copy is returned to the adver- 
tising department. If any objec- 
tions are registered by the clear- 
ance committee, revisions must be 
made to satisfy them. The only 
person who would have the author- 
ity to override such objections, and 
where there is valid argument for 
both sides, is the president of our 
company. We have never found 
this necessary. We are convinced 
this clearance procedure is sound 
and practical because we wind up 
with advertising copy that presents 
our product story without misrep- 
resentation. So much for copy. 

Emphasis on spot. Television 
and radio advertising is vitally im- 
portant in our multi-million dollar 
advertising expenditure. Certainly 
we use newspapers, magazines, car 
cards, canoe sides, but the predomi- 
nent investment is in broadcast. 
Of that, our company, over the 
last few years, has placed far more 
emphasis on spot rather than net- 


SPONSOR/29 October 1962 

We need the flexibility spot ad- 
vertising provides. In most cases 
the strength of our individual 
brands has not developed uniform- 
ly across the country. Factory sales 
by product are broken down into 
small areas and advertising dollars 
we allocated to those areas accord- 
ingly. Through use of spot, we can 
build the kind of frequency that is 
most efficient for each area. It can 
be patterned to complement net- 
work coverage. 

It is important that our cold tab- 
let advertising be exposed to an 
individual at about the time when 
he is first catching cold. This can 
happen any day of the week, any 
hour of the day. For that reason 
we need all the frequency our bud- 
gets can provide. That's where 
spot advertising is our cup of tea. 

Nat'l spot dollars. A recent 
study of national spot dollars is 
of major concern to most of you 
here today, because it reveals such 
an over-whelming concentration in 
major markets. Out of over 1300 
brands studied, only 14% went out- 
side the top 100 markets with their 
spot buys. To improve this situa- 
tion, there seem to be several areas 
where you as station management 
people can strengthen your selling 
story to national accounts. 

Quite often your national rates 
are not based as attractively as they 
could be. Generally speaking, we 
find our dollars more efficiently in- 
vested in larger markets. Once 
again, I am not telling you how to 
price your product. You are the 
only one in a position to determine 
that. I do think it important that 
you step over to the buyer's side 
once in awhile and see how your 
cost-perl, 000 stacks up with buys 
in major markets. Since quality of 
audience is also important, cost- 
per-1,000 is not the sole criterion; 
nevertheless it is a big one. 

If you are out after business for 
a specific brand, better know 
something about its distribution 
and sales picture in your area. You 
may be spinning your wheels if the 
brand doesn't have adequate dis- 
tribution. On the other hand, in- 
adequate distribution might be the 

basis far a selling story keyed to 
improving thai distribution. Such 
information could give you an effec- 
tive selling story. How do you get 
it? Through your local brokers, 
wholesalers, retailers and chains. 
Get to know them. They can In- 

Sometimes you can build a sound 
selling story around the use of your 
station by local chain and retail 
stores. Isn't it logical that national 
advertisers are looking for the same 

Local markets. You can't know 
too much about your local market. 
Know the people, their demo- 
graphic characteristics, the indus- 
trial picture, economic trends, so- 
cial habits, political views, civic in- 
terests, organizational activity. 
Every national advertiser has dif- 

fereni problems. Youi knowledge 
about one element in your local 
picture could vci \ well be the im- 
portant key to getting bis adver- 
tising on your station. 

A logical grouping ol two or 
three contiguous markets may 
create a total package sufficiently 
huge and economical to attract 
national advertising dollars. The 
Flint-Hay City-Saginaw group is 
an example. It is imperative that 
it be soundly conceived from both 
coverage and total make-up of the 
market package. Properly pre- 
sented, with comprehensive infor- 
mation about the market group, 
covering retail sales by type ol 
store, numbers of different types of 
outlets, population, coverage, etc., 
the package might be quite attrac- 
tive for national advertisers. ^ 

Addresses Missouri Broadcasters Assn. fall conclave 

Two-day meeting of Missouri Broadcasters recently in Jefferson City, Mo., was 

addressed by Roger Testement, v. p. of Grove labs, heavy radio/ tv advertiser 

SPONSOR/29 October 1962 


What brands they buy in 8 markets 

► 1962 TvAR Brand Comparison Report out 

► Documents regional variations in usage 

► Regular coffee big in Frisco, down in Boston 

Where a consumer lives has a 
bearing on what products he 
uses and what brands he prefers, 
indicates a study released today 
(29 October) by Television Adver- 
tising Representatives. The 1962 

Brand Comparison Report sizes up 
what the consumer buys in eight 
major markets in the U. S. Here 
are some highlights: 

• Coffee. In all the markets 
91% or better of those interviewed 

are coffee drinkers. But the wrin- 
kle comes in the type of coffee pre- 
ferred. In San Francisco, 45.5% 
use regular only, 12.2% instant 
only, and 35.3% use both. But in 
Boston, only 19.8% use just regu- 
lar brews, while 25.2% like only in- 
stant and 46.3% drink both. Max- 
well House is the top regular brand 
in seven markets, and the top in- 
stant in all eight. 

• Cigarettes. 57% or more of 
the men in all markets are smok- 
ers. But in four markets the scales 

Brand preferences in nose drops, sprays, and inhalants 




















Mar. Mar. 
1961 | 1962 

% 1 Rank 

Mar. | Mar. 
1962 1961 

% % 






< b i^ 




5.0 7.3 








(b) J 

(°) 1 («> 







(b) 7 









(b) J 8 











13.3 { 2 




Hedco Nose Drops 




(B) -H 






Johnson & Johnson Nose Drops 












(b) 1 









NTZ Nose Drops 

■ < b) 
























































St. Joseph Nose Drops 




















Super Anohist* 

















"IbT 1 




























Figures expressed as % of families using nose drops, sprays, and inhalants. 'Includes Anahist. (a) Less than 1.0CJ. (b) No purchasers found in sample or not distributed 

■B»iiMaMJiiJitriiHimirfVf.|N| | |yiii i iitniT l |[^ 


SPONSOR/29 October 1962 

.are tipped by a predominance o£ 
non-filter smokers. In the remain- 
der smokers ot filtered cigarettes 
are more abundant. However, a 
filter cigarette is the brand leader 
in all markets (Kent in one, L&M 
in one, Winston in six markets) . . 

• Cold cereal. Use ol cold cere- 
als is high, from 79% in Boston to 
85.1% in Cleveland. Kellogg's Corn 
Flakes is the leading brand in all 
eight markets. 

• Hot cereals. Consumption of 
hot cereal is up in all markets but 
San Francisco, where it has dropped 
5% from last year. The overall 
range of use is from 62.3% in 
Boston to 70.7% in Cleveland. 
Mothers Oats is top brand in two 

markets, Quaker Oats the leader in 
all others. 

• Beer b tile. Baltimore is (he 
highest ranking market for beer 
and ale (51.5%) and Charlotte is 
low-market with 26.9%. In five 
markets the brand leader is a re- 
gional brew. 

• Tea. Tea-drinkers are lowest 
in San Francisco (76.3%) and 
highest in Charlotte (86%,) . lap- 
ton is the brand leader in all mar- 
kets, but even as the No. 1 brand 
it shows a wide range in popular- 
ity from 27% of tea-drinking fami- 
lies in Pittsburgh to 91% in San 

• Cold remedies. Vicks ranks at 
the top among nose drop brands 

in seven ol eight markets and leads 
die field in all eight areas among 
sales and ointments and cough and 
sore throat remedies. 

Interviews in spring. The re- 
port is based on field work con- 
ducted in March and May 1962 by 
The Pulse, Inc., in Boston, Balti- 
more, Washington, Charlotte, Jack- 
sonville, Pittsburgh, Cleveland, and 
San Francisco. In-home personal 
interviews with 4,800 families, an 
average of 600 per market, pro- 
vided the data. The report draws 
comparisons with the 1961 study, 
listing data of that report with cur- 
rent information. 

Setting aside marketing assump- 
( Please turn to page 57) 

and how they rank in each of the markets surveyed 







































Alcon - Efrin 





















































Hedco Nose Drops 










Johnson & Johnson Nose Drops 




















NTZ Nose Drops 













Neo-Synephri ne 















































St. Joseph Nose Drops 























Super Anahist* 


































SPONSOR/29 October 1962 


most important 
medium in 


Test Market of the U. 3 X 

Columbus Ohio h,,. k 

a * <l>e test ma'r " et f C r kn0Wn 

% • an* f th,s capita/ 

reasons "' f0f fhese fa/f-dozen 

] - ^'(-contained market 

f- Epical and diversify 

3 - Close to aver*! P°P"'ation 

4 SfaJ age ,ncorr| e level 

'• stable market 

5 - Good distribution facj/i(( . es 
6Good ^ as an indicator 


The other dynamic WLW Stations 


Television Television Television 
Radio Indianapolis Dayton Cincinnati 

Crosley Broadcasting Corporation 




to mind is Kraft. Chevrolet has Bonanza on NBC TV Sunday nigh 
9:00-10:00. It also sponsors in its entirety My Three Sons starrir 
Fred McMurray and Bill Frawley from 9:00-9:30 Thursday nigh 
on ABC, and it bankrolls a major share of Route 66 on CBS Thur 
day nights from 8:30-9:00. The Route 66 show is shared wit 
Phillip Morris and Sterling Drugs. 

To give you some idea of what Chevy's competitors buy in ne 
work tv: Lincoln Mercury uses participations in Stoney Burke, Be 
Casey, and Haiuaiian Eye, all on ABC; Chrysler buys participatioi 
in It's A Man's World, Saints and Sinners, and Empire, three ne 
shows on NBC; Plymouth uses participations in The Untouchabh 
on ABC and American Motors splits the bill with a number of otht 
buyers on The Flintstones on ABC. 

Garth Hint/ told us one fact about Chevy's tv coverage which w; 
a sharp commentary on the tough job an advertiser and agency fac 
in trying to cover all of the nation's televiewers. In spite of th 
spread of Bonanza and My Three Sons, Campbell-Ewald studies sho 
that Route 66 reaches some 4 million viewers who don't catch eitht 
Bonanza or My Three Sons. 

The reality behind the image 

After spending two days in Detroit and meeting Chevrolet an 
General Motors people as well as Campbell-Ewald people, and ol 
serving at first hand the way they worked with Eddy, I can see wh 
they would be one of the few companies in the land so successfi; 
that they can still buy prime time network tv hours and half-hour: 
Ed Cole, who is the General Motors vice president in charge of a] 
five of the company's automobile divisions, had the kind of warn 
friendly and lengthy talk with Eddy which has made Eddy a Ger 
eral Motors and Chevrolet salesman for life, on stage or off. Garti 
Hintz, who spent a number of years in Campbell-Ewald's Holly wooi 
offices working in their tv-radio department, but who now works ii 
the Detroit home office, squired Eddy and me around. At the rt 
ception following the tv show Tuesday night I was with young Stev 
Saunders of the Campbell-Ewald tv-radio department in Detroit. 

And on Wednesday Garth took us out to the Chevrolet plant ii 
Willow Run. Here the Willow Run personnel director. Ed North 
way, took us on a tour of this incredible assembly line operatioi 
which turns out one automobile per minute every minute of 
17-hour double-shift working day. It produces both Corvair 
and Chevy lis. The Today show, incidentally, was to televise high 
lights of the Willow Run operation the Monday after we left. 

In the afternoon Garth took us out to Warren, Mich, (just outsid 
Detroit) , where we went through the General Motors Technica 
Center on a tour guided by Mert Carpenter. To call this fantasti 
complex of buildings, people, and activities a science fiction stor 
come to life is to understate it. Among countless other activities 
General Motors cars for 1970 are already being planned here. 

Eddy and I were fairly weary when Garth took us back to the Gen 
eral Motors building in town to say hello to the Campbell-Ewak 
brass, but you can bet that any commercials Eddy Arnold does foi 
Chevy or General Motors in the future will bear an even greatei 
stamp of authority and be presented with deeper conviction thai 
ever before. 

General Motors and Chevy's high position in American and work 
industry is obviously no accident. 

SPONSOR/29 October 1962 


Media people: 
what they are doing 
and saying 

Foote, Cone & Bclding (New York) is fine-tooth combing the current 
crop of available timebuyers in hopes of latching on to a replacement 
for its departed senior buyer, Walter Reed. Wall, as reported here 
I October, abandoned his TWA, Savarin and Angostura Bitters ac- 
counts at FC&JB to take on broadcast media supervisory chores at 

In the meantime, the agency-hopping game goes on and on. The 

latest players: DCS&S' (New York.) Larry Reynolds who bought for 
such accounts as Grove Laboratories and Bristol-Myers, starts today 
at }. W. Thompson (New York) reportedly buying on the Lever group 
. . . Lambert & Feasley's Jim Watterson went, along with the Warner- 
Lambert business, to Lennen & Newell. 

Speaking of Lambert & Feasley, Frank Sweeney, buyer on Listerine, 
wasn't the only one to exit the agency along with the account when it 
moved to }. Walter Thompson. He was joined, in the move, by senior 
buver Sam Leddv. 

Movie stars go to bat for timebuyers 

The game which rang clown the curtain on the sofbtall game season — the 
95th Street All Stars game — attracted Lisa fames (1) and Joey Dee (fair), the 
stars of Columbia's new motion picture, "Two Tickets to Paris." Others: (1-r) 
D&:C's Phil Brooks, L&N's Bob Jeremiah, and SSC&B's Charles Camillieri 

Recommended reading: (Just in case you missed it) "Timebuyers: 
want to relocate?", sponsor 15 October issue. The story, based on a 
recent sponsor survey, clearly defines job opportunities (salaries in- 
cluded) in time-buying arenas in different parts of the country. The 
story does much to dispel "grass-is-greener-elsewhere blues" which oc- 
casionally plague even seasoned die-hards. 

New York's loss is Boston's gain dept.: Marilyn Perkins, who bought 
(Please turn to page 48) 

In a word, "Wow!" 

That's as good a word as any to 
sum up the reaction to our new 
morning programming combining 
the Wonderful World of Music 
with the Wonderful World of In- 
formation. At frequent intervals, 
we give brief service announce- 
ments such as weather forecasts, 
traffic reports, and news head- 
lines, plus complete local news 
and NBC news broadcasts. And 
the letters and cards from ap- 
proving listeners don't show any 
signs of slackening off. 

To tell people about our new 
format, we've launched a large- 
scale newspaper campaign using 

— of all things — a family of 
boiled eggs to illustrate what 
we're talking about. One ad, for 
example, shows a disgruntled- 
looking egg and is headed, "Do 
they say you're too hard boiled 
in the morning?" The copy goes 
on to suggest that if you suffer 
from Morning Grouch, listening 
to WEZE is a wonderful way to 
get in a good mood. 

The response to all this has been 
even better than we expected. 
Slightly phenomenal, as a matter 
of fact. Dial-twiddlers write to tell 
us they've given up the habit and 
now keep their radios at 1260, 
and — as one sponsor put it — 
"Our commercials really pull with 
an audience that's wide awake!" 

All in all, we think we've got 
something pretty special to offer 

— not only in the number of our 
morning listeners but in their 
responsiveness. A phone call to 
me at Liberty 2-1717 in Boston 
will get you all the facts and fig- 
ures, or you can contact your 
nearest Robert E. Eastman repre- 
sentative. Either way, you'll find 
us worth looking into. 


Arthur E. Haley 
General Manager 

Other Air Trails stations are: 








SPONSOR/29 October 1962 


IB S23&&8F 


If WIS-TV were a 

It^HijMKwfc^fcJ^Jfc *l i>.i>JWMPh.<fcJp:.Ji~.)P , iM».iJ^.Jw.jB.B> Jw-Jp»^Ji fll jP lft.Jfc.Jk.JhJ^--**Mfc^4 



K s*v K .vto-ne 

rdinary television station . . . 


Chester (S.C.) Reporter 

"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. 


NBC / Columbia, South Carolina 
Charles A. Batson, Managing Director 

y X 

a station of -WBCSW- 


The Broadcasting Company of 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. 


television JT 






v /serving 


N. including the 















SRDS, February, 1962 
Sangamon and Macon Counties are the largest 
counties in Central Illinois for both Consumer 
Spendable Income and Total Retail Sales. 


Wra WGHU33 WICD24 


H G F I 


D A 

N V 1 L L E 

Executive Offices 523 E. d 
Springfield, Illinois; Phone 

ipitol Avenue, 



1 Serving 27 Counties in 
1 the Illinois Heartland " 



for such accounts as Avon, Visa Airlines, and Benjamin Moore 
paints at Monroe Dreher, New York, deserted both agency and the 
Big City for Boston to be media buyer at Hoag & Provandie. Marilyn 
will be buying on all the H &: P accounts. Her Monroe Dreher post 
was filled by Donald Comeau who, with this job, re-enters both the 
business and the U.S. afer a year's absence. A former Grey and Al 
Paul Lefton buyer, Don spent the past year in Canada trying out 
another field. 

Just in case you're wondering who J. W. Thompson (New York) 
has tapped as buyers on Phillips Petroleum, their latest coup, at press- 
time the agency wasn't ready to name names. 

New buyer: Young & Rubicam's Paul Theriault, who worked in the 
agency's local programing department, has been named media buyer 
on the Birds Eye (General Foods) account there. 

Recent additions to the in-home audience figures: To Ben Sack- 
heim's (N.Y.) Dick Goldsmith, a son named David Michael, and to 

Dancer-Fitzgerald-Sample's (N.Y.) Dave Wahlberg, a daughter, Sharon. 

Just to set the record 
straight: Since mistaken 
identity seems to plague 
name-alikes Marion 
Monahan and Mari- 
anne Monahan to the 
point where, according 
to NL&B's Marianne, 
"we're beginning to feel 
like old friends," we 
thought we'd attempt 
to clear up some of 
the confusion which 
has become an almost daily part of the girls' existence. For one 
thing, the first names are slightly different. For another, Need- 
ham, Louis & Brorby's Miss Monahan has never worked in San Fran- 
cisco, nor McCann-Erickson's Miss Monahan in Chicago. Marion, as 
many will recall, was nominated (by reps in that area) as a top buyer 
during sponsor's survey and subsequent story, "They're the Top Buy- 
ers (on the West Coast)," 1 January 1962. She was cited for her high 
caliber performance in broadcast buying despite the fact she is a 
relative newcomer to this facet of the business. Her accounts are Lucky 
Lager Beer and Calspray Chemical. Recently she was promoted to 
assistant media director for tv in the San Francisco office of McCann- 
Erickson. She is, so say the reps, particularly well versed on tv markets, 
especially towards beer and wine. Needham, Louis &: Brorby's Miss 
Monahan, needs no introduction to buyers in and around the Chicago 
area. A pro in the art of timebuying, Marianne handles such accounts 
as S. C. Johnson, Campbell Soup, International Minerals & Chemical 
(Accent), and Morton Salt. She has an outgoing personality and is 
liked, without reservation, by everyone. She was named "Timebuyer 
of the Year" last spring by the Chicago chapter, Station Representa- 
tives Assn. ^ 

Marianne Monahan 
NL&B, Chicago 

Marion Monahan 
McCann-Erickson, S.F. 


SPONSOR 29 ociober 1962 

PEOPLE PACKAGE . . . person-to-person 
radio, in one giant "people package"! That's 
KRMG, the friendly giant in Southwestern 
radio, programmed for the entire family . . . 
and, reaching the total Oklahoma market in 
one big 50,000-watt breath. People who listen, 
like it . . . people who buy it, love it! 











KQEO KLEO /fj^Sv robert e . 

ALBUQUERQUE. WICHITA. ViCT/^ill/ «»..»_..,. t ;_ 

NEW MEXICO KANSAS X^gSP^ «"*="■""•" «* »-"•. '«c. 

SPONSOR 29 ocTOHKR 1962 



(Continued from page 35) 

tening to Bob and Ray . . .") and 
sundry other things extolling the 
creators of such characters as Mary 
Backstay ge, Noble Wife and Matt 
Neffer, Boy Spot Welding Ki