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MEDIA  BUYING 
VIA  COMPUTER 
STIRS  REPS  p .38 


SPONSOR 

^^  ■  ^^   ■  ARB  Exec  looks 

THE  WEEKLY  MAGAZINE  RADIO/TV  ADVERTISERS  USE        at  syndicated  tv 


film  drama     p-30 


1  JULY  1963— 40c  a  copy  /  $8  a  year 


707  HOURS  OF  ACTION-PACKED  WESTERN  DRAMA 

Starring  Clint  Walker,  CHEYENNE  is  the  first  of  the  great  Warner  Bros,  western 
hours— and  one  of  the  greatest  in  television  history.  Standing  six-feet-six-inches 
in  height,  Walker  as  Cheyenne  Bodie  presents  a  towering  figure  of  strength. 
To  a  man  like  Cheyenne  Bodie.  no  obstacle  is  too  big  to  tackle,  no  danger  too 
big  to  risk,  in  his  efforts  to  break  the  lawless  spirit  of  the  west. 

In  its  six  full  seasons  on  the  network,  CHEYENNE  won  an  average  Nielsen  National 
raiing  of  24. s,  good  for  a  38.6 share  of  3udience'  Now  available  on  an  individual 
market  basis-for  fall  start 

* Oct  Apt   ■ 


WARNER  BROS. TELEVISION   DIVISION   666  Fiflh  Avenue,  New  York  19,  N.Y.,  Circle  6-1000 
ALSO:  MAVERICK  •  SURFSIDE  6  ■  SUGARFOOT  ■  THE  ROARING  20  S  •  BRONCO  •  BOURBON  STREET  BEAT  •  LAWMAN  •   HAWAIIAN  EYE. 


GROUP  W  MEANS  INNOVATION... 


Steve  Allen 


Take  the  area  of  literate  comedy.  Farce 
approaching  satire.  Humor  that  ranges  from 
slapstick  burlesque  to  pithy  commentary.  A 
new  dimension  to  late-night  TV.  "The  Steve 
Allen  Show."  On  the  air  over  a  year.  Seen  on 
over  40  major  stations  coast  to  coast.  It's 
fast-paced.  It's  fun.  It's  a  Group  W— Westing- 
house  Broadcasting  Company  project. 

How  does  Group  broadcasting  get  in- 


volved with  the  production  of  programs  like 
"The  Steve  Allen  Show"?  It's  a  natural.  It's 
the  reason  Group  stations  are  organized  the 
way  they  are.  They  have  creative  man- 
power, management, andfinancial  resources 
greater  than  the  individual  station.  They 
have  the  local  impact  no  networkcan  match. 
These  resources  represent  an  opportunity 
as  well  as  a  responsibility  to  serve  their 


communities  in  ways  neither  individual  sta- 
tions nor  networks  are  capable  of  doing.  To 
develop  new  areas  of  programming.  To  ex- 
pand existing  program  content.  To  add  di- 
mension to  the  broadcasting  industry.  To 
serve  the  interests  of  their  audiences. 

Group  W  means  Steve  Allen.  Sheer  enter- 
tainment also  calls  for  the  vision  and  flexi- 
bility characteristic  of  Group  broadcasting. 


GROUP 

w 


WBZ  ■  WBZ-TV  BOSTON 
WINS  NEW  YORK 
WJZ-TV  BALTIMORE 
KYW  ■  KYW-TV  CLEVELAND 
KDKA  •  KOKA-TV  PITTSBURGH 
WIND  CHICAGO 
WOWO  FORT  WAYNE 
KPIX  SAN  FRANCISCO 


WESTINGHOUSE  BROADCASTING  COMPANY 


II 


.  if  EN  has  more  local 
man  any  other  station 


• 


(like  Frank's  Beverages  for  the  last  13  years1 


how  are  you  going  lo  rale  mat? 


Represented  by  AM  Radio  Sales  Company 


SPONSOR    1    M  M    1963 


MISSOURI'S    BIG 
THIRD^MARKET 

ONE   0*  THE 

NATJJQN'S  TOP 
TE§tJaARKETS 


When    KWTO 

Speaks 
The  4-State 
Area    Listens 


Compare  our 

LOW  COST 

Per  Thousand  Homes  with 
any  Midwest  Station 


Hooper 
March — 1963 
(Metropolitan) 

MONDAY    THRU    FRIDAY 

7:00  A.M.  —  12:00  NOON 

KWTO    40.3 

Station    B    30.5 

Station    C    15.4 

Station    D  __11.4 

12:00  NOON  —  6:00  P.M. 
KWTO  41.3 

Station  B     34.9 

Station    C    10.3 

Station    D  7.1 

PLAN     AHEAD 

Contact    Your    Pearson    Office 


5000  WATTS  -  560  -  ABC 
SPRINGFIELD,   MISSOURI 


'SPONSOR 


1  JULY  1963 

Vol.  17  No.  26 


Key  Stories 

27    NEWCOMER  TACKLES  HAIR-SPRAY  GIANTS 
Ozon,  selling  to  the  beauty  salons  and  barber  shops, 

wins  (ritual  acclaim  with  dignified  approach 

30     NEW  PATTERNS  IN  TELEFILM  SYNDICATION 

Ratings  trends,  scheduling  factors,  and  popularity 
o\  film  dramas  examined  by  ARB's  John  Thayer 

34     FELS  REACHES  INFLUENTIALS  AT  THE  "TRACK" 

Household-goods  firm  hosts  "Night  at  the  Races" 
for  leading  figures  in  the  grocery-store  field 

37  TWO  BIG  FIRMS  MERCHANDISED  VIA  SHORTWAVE 

Champion  Spark  Ring  and  Chrysler  lull  sponsor 
Indianapolis  500  over  Radio  Xeic  York  Worldwide 

38  SALES  REPS  EYE  "COMPUTERIZED"  MEDIA  BUYING 

Expect  over  $700  million  in  tv  and  radio  hillings 
to  he  processed  electronically  by  start  of  fall 

Suonsor-Week 


11 

Top  of  the  News 

52 

Pad'o   Networks 

46 

Advertisers  &  Agencies 

52 

Tv  Networks 

54 

Stations  &  Syndication 

59 

^°nresentatives 

43 

Washington  Week— broadcast  ad 

news  from  nation's 

Sponsor-Scope 

19 

Behind-the-news  reports  & 

comment  for  executives 

Departments 

24 

Calendar 

7 

Publisher's  Report 

42 

Commercial  Critique 

62 

Sponsor  Masthead 

16 

Data  Digest 

62 

Spot-Scope 

24 

555  Fifth 

40 

Timebuyer's  Corner 

58 

Newsmakers 

61 

Viewpoint 

SPONSOR  ®  Combined  with  TV  ®  US    Radio  ®  U  S    FM  ®      ©  1963  SPONSOR  Publica- 
tions  Inc.      EXECUTIVE.    EDITORIAL.   CIRCULATION.     ADVERTISING    OFFICES:    55S    Fifth 
,tD  Ave,   New  York   17.      212   MUrray  Hill   7-8080      MIDWEST  OFFICE:  612  N.   Michigan  Ave.. 

ChicaRO    II  SOUTHERN    OFFICE:    P.O     I'  »m    12     All 

^°  322-6528      WESTERN   OFFICE:  601    California  Ave.   San  Francesco  8.  415  YU    1-8913.     Los 


o 


•Angeles  ohone  213-464-8089  PRINTINC  OFFICE:  3110  Elm  Ave.  Baltimore  11.  Md 
SUBSCRIPTIONS:  US  $8  a  year.  Canada  $9  a  year.  Other  countries  $11  a  year.  Single 
copies  40c     Printed  USA     Published  weekly     Second  class  postage  paid  at  Baltimore,  Md 


SPONSOR    I     [UIA     1963 


;  " 


%»**£ 


1  y^ 


..  'J^u 


nv^dyZ 


JZ£?rz 


Represented  by  Katz  Agency 


first  in  I  niladelphia 

In  Philadelphia  during  July,  1776,  the  first  of  fifty-six  men  pledged 

their  lives,  fortunes  and  honor  when  they  signed  a  declaration  written 
by  33-year-old  Thomas  Jefferson.  About  five  years  later,  the  last  sig- 
nature was  inscribed  on  our  nation's  first  great  resolution  of  personal 
liberty. 

Today,  many  of  these  men  are  all  but  forgotten.  Each  signature,  bold 
or  trembling,  it  should  be  recalled,  is  the  mark  of  a  man  who  risked 
death  ...  for  the  freedom  of  his  family  and  o 


STORER 

BftQiDCisr?\<;  ( "vrt  \  > 

LOS  ANGELES 

KGBS 

CLEVELAND 

inir 

MIAMI 

IIGBS 

TOLEDO 

iispd 

DETROIT 

iijbk 

WIBG 

PHILADELPHIA 

NEW  YORK 

MILWAUKEE 

iriTi-rr 

CLEVELAND 

irjicrr 

ATLANTA 

HAGA-Tf 

TOLEDO 

irs/'D-Tr 

DETROIT 

IIJBK-TI 

SPONSOR    l     |,m     I963 


WANTED  TO  PURCHASE 


Small  power  tools  for  wood  and  metal 
working  needed  by  distributor  in  Latin 
America. 


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


The  world  is  your  market  place.  From  South  America  to  South 
Asia  there's  an  immediate  need  for  furniture,  construction 
equipment,  appliances,  plastics,  aluminum.  The  list  is  endless. 
And  so  are  the  business  opportunities. 

To  help  U.  S.  businessmen  to  take  advantage  of  these  oppor- 
tunities, the  U.S.  Department  of  Commerce  is  issuing  a  new 
weekly  publication.  International  Commerce  contains  hundreds 
of  specific  opportunities— like  the  one  above— every  week.  It  is 
designed  to  tell  U.S.  businessmen  — quickly  and  in  plain  lan- 
guage—what products  are  wanted  abroad  and  whom  to  contact. 

For  example,  one  company  writes: 

"We  cannot  overestimate  the  assistance  we  received  from 
.  .  .  your  publication.  .  .  .  Starting  from  scratch  just  18  months 


«.-«••' 


BUILD   YOUR   BUSINESS   BY   BUILDING   AMERICAS   EXPORTS 

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


ago,  this  company  is  now  selling  in  25  countries  in  Europe,  Asia, 
Australia,  Central  and  South  America,  and  North  Africa." 

The  United  States  Department  of  Commerce  is  ready  and 
able  to  help  you  in  many  other  ways:  It  can  help  you  find  agents 
abroad,  survey  your  best  markets,  carry  your  business  proposals 
overseas  through  Trade  Missions,  exhibit  your  products  at  Inter- 
national Trade  Fairs  and  Trade  Centers. 

To  find  out  more  about  how  to  get  your  share  of  profits  in 
growing  world  markets,  contact  the  United  States  Department 
of  Commerce  — field  offices  in  35  major  cities.  Or  write:  Secre- 
tary Luther  H.  Hodges,  United  States  Department  of     ^m ^ 
Commerce,  Washington  25,  D.  C.  You'll  get  a  prompt  *jfc$ 
reply. 


SPONSOR    I     |ii  v    1963 


PUBLISHER'S 
REPORT 


One  man's  view  of 
significant  happenings  in 
broadcast  advertising 


rer- 


A  word  to  national  advertisers  about  radio 

It's  still  too  earl}  to  prove  oul  in  the  statistics,  bul  national 
radio  is  showing  signs  of  busting  out  all  over. 

It  shows  up  in  the  increasing  confidence  and  enthusiasm  re 
fleeted  by  main  top  stations. 

It  shows  up  in  the  number  ol  national  advertisers  who  for  the 
first  time  in  man)  years  arc  thinking  ol  spot  radio  as  a  majot 
force  in  their  advertising  programs  rather  than  just  an  extra- 
added  feature. 

It  shows  up  in  the  flexing  muscles  of  the  radio  networks. 

It  shows  up  in  the  larger  interest  the  R  \K  is  demonstrating 
in  the  national  fields  and  its  tWO-fold  station  service  plan. 

If  the  signs  are  right,  this  is  good  news.  In  my  opinion  na- 
tional radio  hillings  fall  short  of  their  potential  In  several  hun- 
dred millions.  Radio  today  would  be  a  billion  dollar  medium  it 
its  inherent  ability  to  sell  merchandise  and  ideas  were  recognized 
h\  the  national  advertiser  as  thoroughly  as  by  the  local. 

Here  are  a  few  things  to  think  about  if  you're  a  national  or 
regional  advertiser  considering  radio  for  your  fall  and  winter 
campaigns. 

1.  Don't  wait  loo  long.  There  will  be  a  bigger  rush  lor  avails 
on  the  better  stations  this  season. 

2.  Remember  that  radio  is  one  medium  which  never  gets  full 
credit  for  all  listening.  There  is  no  known  system  ol  meas- 
uring radio  listening  that  can  count  up  all  the  multiple-set 
in-home  and  out-of-home  listening  which  really  goes  on. 
So.  in  actuality,  you  generally  get  more  than  you  bargained 
for  when  you  buy  radio.  The  major  auto  manufacturers 
have  learned  this  in  recent  years  and  are  taking  full  ad- 
vantage of  it. 

3.  Think  of  radio  as  you  do  magazines  as  far  as  station  cate- 
gories are  concerned.  In  the  magazine  field  there  are  good 
books  in  the  general  field,  others  not  so  good:  good  books 
in  the  women's  field,  others  not  so  good:  good  books  in 
the  sports  held,  others  not  so  good.  So  in  radio  there  are 
main  categories  with  good  stations  in  each. 

4.  Look  lor  other  factors  besides  rating.  The  ability  of  one 
station  to  outsell  others  because  of  listener  loyalty,  public 
service,  station  reach,  community  acceptance,  is  well 
known.  Several  years  ago  RPRC.  Houston,  did  a  profile 
which  expressed  its  characteristics  as  listeners  saw  them. 
Other  stations  should  be  encouraged  to  supply  informa- 
tion of  this  type. 

Sincerely, 


Vr^i^y 


METRO-GOLDWYNMAYER  TELEVISION  PRESENTS 


View  Iron  me  Lions  Den 

Egg  In  The  Audience's  Beer 

■  Some  people  don't  wait  until  the  flag  is 
all  the  way  up  the  pole  before  they  salute 
These  people  ought  to  be  given  more  note 
and  credit.  Call  them  "the  perceptibles." 
They  look  an  idea  in  the  eye  and  see  that  it 
can  lead  to  new  opportunities.  Like  the 
idea  that  full  sponsorship  of  a  brand-new- 
to-TV  feature  film  market-by-market  can 
make  a  spectacular  special.  Be  a  treat  for 
the  audience,  sales  force  and  sales  curve. 

■  This  idea  had  a  precedence  of  sorts. 
But  in  particular,  could  it  be  done  for  a 
specific  advertiser,  and  most  import  ant, 
what  product  (pictures)  was  available? 
Things  began  moving  when  the  new  30/63 
MGM-TV  feature  listings  came  on  the 
market.  Our  Chicago  office  noodled  with 
MacFarland,  Aveyard,  and  their  client. 
Drewrys  Beer.  They  picked  the  pictures  and 
the  "event  days."  They  presented  the  pic- 
tures and  the  plan  to  the  sales  force. 
Promotion  was  set.  The  idea  became  a 
reality.  Is  already  working  in  the  market 
place.  Audiences  in  15  markets  are  being 
treated  to  top  features  on  summer  week- 
ends—courtesy  of  a  single  sponsor.  Big  time 
entertainment  presented  with  maximum 
care  and  minimum  interruption  for  the 
viewer  (5  commercials).  That's  egg  in  their 
beer  and   a  competitive  edge  in  Drewrys. 

■  Details.  Drewrys  picked  these  first-run 
post  '48  features:  "Angels  in  the  Outfield." 
"Green  Fire"  and  "Tender  Trap. "  They 
picked  the  weekends  prior  to  Memorial  Day, 
July  4th  and  Labor  Day.  They  picked  15 
stations  in:  Chicago,  Detroit,  Toledo, 
Lansing,  Flint,  Grand  Rapids,  Cadillac, 
Marquette,  Fort  Wayne,  South  Bend, 
Indianapolis,  Terre  Haute,  Rock  Island- 
Davenport,  Cedar  Rapids  and  Des  Moines. 
Drewrys  bought  the  features  directly  from 
MGM-TV  for  ten  markets.  In  the  others, 
deals  were  made  directly  with  the  stations 
which  had  previously  licensed  the  features 
from  MGM. 

■  A  tangent  observation  here.  A  good 
movie  has  a  long  life  in  bringing  the  public 
entertainment.  This  was  pointed  out  in  a 
recent  look  at  Nielsen  figures  on  a  great 
MGM  movie,  "The  Wizard  of  Oz."  It  has 
now  been  televised  five  times  on  CBS.  Each 
was  a  smash.  The  rating  has  never  been 
below  32.5,  nor  the  share  below  52  No 
other  repeated  special  comes  close  to  this 
performance  "The  perceptibles"  will  con- 
tinue to  see  new  ideas  in  the  yet  unreleased 
features  for  television. 


SPONSOR    I     ,i  M     [963 


Jjous  woman  wishes  p*i-  mploym  ;.t  in  uj  A*  '*. 

laundry.  She  is  highly  skilled  in  pressing  er 
ing  and  is  a  hie  to  supply  good  reform 
recent  situation.  Address  A.  G.  Box  4**1 


fAITRESS- Woman  of  5  years  experience  in  /%S  *  °  V 

_  service  of  meals  desires  a  position  in  a  large  Am  young 

restaurant.  Able  to  assist  tn  cooking  and  general  ough  g 

kitchen  duties.  Unmarried,  religious,  reliable  and  horses 
temperate.  Address  C.  P.,  General  Delivery  '  on  | 


„»an, 
coaUr 


HOUSEKEEPER  -  A  refined  woman  of  45 
years  will  considW*tp|rjloyment  as  house- 
keeper to  a  cultured  and  well-behat  !  family  of  no 
more  than  six.  Will  require  amjpH^^rjters  and 
privacy.  Salary  is  a  minor  consid- 
B.W.,Box741 

TUTOR— University-educated  young  lady, 
perienced  in  teaching  of  the  young,  is  intereste 
in  obtaining  a  position  as  tutor  to  a  child  in  a 
respectable  household.  Best  of  references  can  be. 
obtained.  Address  P.  C.  Box  249 

SITUATIONS  WANTED-MALES 


S  CATTLEMAN  -  An  experienced  handler 
i~«  of  cattle,  looking  for  position  in  Southwest. 
Hard  working,  sober,  reliable.  Takes  well  to  the 
overseeing  of  men.  Good  reference  from  last  em- 
ployer. Address  S.  D.  Box  696 

I  IV  A  RETAIL  GROCERY-a  young  man,  an 
American,  wishes  to  procure  a  situation  in  some 
retail  grocery;  has  a  good  knowledge  of  business 
and  can  give  the  best  of  City  reference.  Box  No. 
1,235  Post-Office. 


S  RANCH  FOREM AN-wanted  a  position  as 
L  X  foreman  of  ranch.  5,000  acres  or  more.  10  years 
experience  large  crew,  all  types  livestock.  Other 
skills.  Best  of  references.  Address  J.  S.  Box  1003 


AVE  GUN 
WILL 
TRAVEL 

One  of  television's  all-time 
classics  is  now  available  for 
regional  and  local  sponsorship. 
Stars  Richard  Boone.  Experi- 
ence: 6  record-breaking  sea- 
sons on  the  CBS  Television 
Network.  Season  after  season 
ranked  among  television's  top 
five.  For  information  about  the 
hottest  156  half  hours  in  first- 
run  syndication,  contact . . . 

CBS  FILMS® 

OFFICES  IN  NEW  YORK. CHICAGO, 
SAN  FRANCISCO. DALLAS,  ATLANTA. 


/ANTED  -  EMPLOYMENT  OF  ANY 

f  J  KIND  by  a  stout  young  matt,  who  has  four 
years  experience  as  a  clerk  in  a  first-class  grocery. 
Address  H.B.  Box  7191 

MANUFACTURERS  and  wholesale 
J|  houses.  A  Commercial  Traveler,  of  ten  years' 
experience,  will  shortly  make  a  tour  through  the 
West.  In  addition  to  commissions  already  engaged, 
he  would  like  to-add  one  or  two  more  from  houses 


place.  No 
..B.  Box  7885 

\T  AND  RA 

_curate  account- 
assistant  bookkeeper 
city,  wishes  to  obtai 
's  address  C.  B. 


HLA 
ready 
lished  partner 
strong  back.  Pi 
W.  B.  Box  666 


ELLER  OF  DRY  < 

_jl2  years  experience  it 
other  merchandise  dean 
time.  Recent  employer  \ 
Address  J.  L.  Box  987 

Good  iiorsema: 
health,  would  like  ei 
Experienced  in  the  hai 
sorts.  Skilled  horseman. 

IIVERY  WORKER 
I  experience  in  the  can 
the  grooming  of  horses  i 
line.  Address  T.  A.  Box  3 


FARMER   A 

wanted  a  situation  b 
of  strictly  temperate  ha 
man;  understands  the  ca 
and  stock  of  all  kinds;  ' 
needed.  The  best  of  refe 
T.  M.  Box  No.  204 


/ANTED -A  P 
rV  TION  in  some  me 
man,  who  is  a  good  penrn 
keeper,  correspondent  ar 
reference  given.  Add  i 


J  CALIFORNIA 
J.  ETORS  and  others 
to  get  to  California  will 
months  in  a  hotel  or  re 
carver,  for  his  passage  to 
son  who  will  negotiate  v 
satisfied.  Unexceptional 
J.  V.  Box  No.  152 


i  OOK  AND  HAND 

_y  on  ranch.  Able  to  do ; 
jobs.  Good  carpenter.  Vi 
Address  J.  A.  Box  836 

*  S  HARDWARE  C 

aHIL  tion  in  a  hardware  h 
has  had  eight  years'  expel 
can  furnish  the  best  of 
H.  L.  Box  638 


LAD  OF  16  HI! 

k  M  in  a  wholesale  store: 
ferred.  I  r  to  his  ] 

EM.  Box  No.  204 


\\C  H  LAHORE 

B%i  ranch,  by  a  man  acqL 
work;  good  referenc- 


"RIDER" 


a  ID'  i-inch  lull  bronze 
Etruscan  (mure  found  on 
the  tdrialic  coast  o]  Italy, 
dates  from  ikr  'tih  century 
II.  < .  Once  mounted  on  n 
horse,  nun  lost,  it  closely 
resembles  figures  mi  the 
Parthenon  frieze  in 
,  ithens.  &  ulptor  unknown, 


i//  a  class  by  itself 


Masterpiece  —  exceptional  skill,  jar-reaching  values.  This  is  the  quality 
of  WWJ  radio-television  service— in  entertainment,  news,  sports,  information, 
and  public  affairs  programming.  The  results  are  impressive— in  audience  loyalty 
and  community  stature,  and  in 
sales  impact  for  the  advertise] 
on  WW  J  Radio  and  Television. 


:wwja,,,i\v\v.j-TV 


THE   NEWS   STATIONS 


Owned  and  Operated  by  The  Detroit  News  •  Affiliated  with  NBC  ■  National  Representatives:  Peters,  Griffin,  Woodward,  Inc. 
10  SPONSOR    1     |,  i  j     196 


'SPONSOR-WEEK 


Top  of  the  news 

in  tv/radio  advertising 

1  JULY  1963 


Guild,  Bascom  &  Bonfigli  names  BCH: 
Broadcast  Clearing  House  has  picked  up  .1 
plum,  signing  San  Francisco-based  GBB  l<>i 
.ill  BCH  services.  Ovei  200  ad  agencies 
worked  with  BCH  systems  in  past  year,  but 
GBB  is  lusi  to  contract  for  all  services.  Deal 
involves  processing,  handling,  adjusting,  and 
paying  of  spol  t\  and  radio  orders  placed  on 
behall  of  GBB  clients.  GBB  expects  billings 
to  hit  $20  million  .11  year's  end.  with  ovei 
two-thirds  going  to  broadcast  media.  It  pres- 
ently bills  over  SIS  million  annually,  some 
$4.2  million  of  it  in  spot  t\ .  and  $2.8  million 
in  spot  radio.  All  loin  GBB  offices  (S.  F., 
Hollywood,  Seattle.  N.  Y.)  are  involved  in 
the  automated  centralized  billing  processes, 
as  are  all  spot  t\  and  radio  campaigns  based 
for  agency's  nine  spot  accounts:  Bosco,  Car- 
ling  Brewing,  Clougherty  Packing,  Foremost 
Dairies.  Mary  Ellen's  Jams  and  jellies. 
Mother's  Cakes  and  Cookies.  Pacific  North- 
west Bell  Telephone.  Ralston  Purina,  and 
Skippy  Peanut  Butter.  West  Coast  servicing 
of  GBB  will  be  directed  by  Frank  W.  Crane, 
just  named  BCH  exec  v. p..  with  BCH's  X.  Y. 
office  to  service  CBB  business  placed  there. 

Barnett  heads  GAC:  Larry  Barnett,  form- 
er \.p.  of  MCA  (which  he  served  27  years) 
and  president  of  its  wholly  owned  subsidiary, 
Music  Corp.  of  America,  has  been  elected 
chairman  and  chief  exec  officer  of  General 
Artists  Corp.  and  a  director  of  its  parent 
Baldwin-Montrose  Chemical  Co.  Herbert  |. 
Siegel,  who  continues  as  president  of  GAC 
and  chairman  of  Baldwin-Montrose,  said 
Barnett  will  become  the  second-largest  hold- 
er  ot  common  stock  in  the  parent  firm.  In 
addition  to  responsibilities  for  corporate 
planning,  Barnett  will  coordinate  activities 
ol  GAC's  font  operating  divisions,  working 
with  their  respective  presidents:  TV,  Her- 
man Rush:  Personal  Appearances,  Budch 
Howe:  Motion  Pic  tut  e  -I-  epiitv.  Martin 
Baum;  Literary,  Ingo  Preminger. 


Blair  radio  research:     \  new    national  ra 
dio  study  conducted  l>\  Pulse  i"i   Blaii   rep 
linn  shows  sets-in-use  ranging  between  20 
30(  ,     Ward  Dorrell,  John  Blah  v.p.  foi  re 
search,  believes  the-  studs  will  do  much  foi 
1  adio.   Reporting  to  \ .  Y.  State  Broadcast 
\ssn    .11    Saratoga    Springs   session.    Dorrell 
said  it  was  largest  persona]   interview   radio 
study  clone.    Release  ol   findings  is  due  in 
several  weeks. 

Interim  period:  Thomas  |.  McDermott,  N 
W.   Ayet    v.p.,  told  the  N.  Y.   broadcasters 
that  although  "we're  going  through  an   in 
iei  im  period.  agen<  ies  are  still  paying  atten 
tion  to  ratings."   He  also  noted  that  buys  are 
made  for  clients  on  different  bases,  not   just 
ratings.     RAB  president    Ed   Bunker,  com 
menting  on  RAB  methodology  stud)  which 
will    concentrate    in    three    maikets     (cities 
such  .is  New   York,  Omaha,  and  Pocatello 
said    that    "ultimately,    the   sample   does    not 
depend  on   size."    RAB   isn't   gambling  on 
project,  he  added,  because  "we  believe  we 
have  more  listeners." 

Advertisers  aren't  seducers:  Advertisers 
do  not  "seduce  the  modern  American  worn 
an  to  a  fate  worse  than  death,"  in  conspiracy 
with  "women's  magazines,  home  economists. 
Sigmund  Freud,  Margaret  Mead,  most  au- 
thors, the  majority  ol  educators,  .1  good 
number  ol  husbands,  and  prett)  nearly  all 
mothers."  Redbook  exec  editoi  Sey  Chasslei 
said  Friday  in  answei  to  .1  charge  I>n  Betty 
Friedan  in  her  book.  "The  Feminine  \I\s 
tique."  Debating  Mis.  Friedan  at  the  Ameri- 
can Home  Economist  Vssn.  convention  in 
Kansas  City,  he  stressed  that  "anyone  who  has 
something  to  sell  does  not  drive  his  buyers 
into  a  st  ite  ol  ps\(  hie  immobility  ol  the 
kind  (the  book,  described."  In  her  contro 
versial  book,  she  has  charged  that  magazines 
—  in  advertising  in  particular  —  have  t<>n 
spired  to  dictate  the  goals  and  Standards  of 
American  women,  to  keep  them  "trapped  in 
endless  and  empty  housewifery." 

SPONSOR-WEEK  continues  on  page   12 


SPONSOR    I    jl  l.v    1%;< 


II 


'SPONSOR-WEEK 


Top  of  the  news 

in  tv/radio  advertising 

(continued) 


Toiletry  goods  keep  lead:      First  quarter 

of  '63  saw  Toilet rics  &  Toilet  Goods  hold  the 
lead  as  No.  1  product  category  on  network 
tv.  with  gross  time  hillings  up  13.8%  from 
same  period  last  year  to  $37,636,600,  reports 
TvB.  More  than  doubling  1962s  figure  this 
year  was  Building  Materials,  Equipment  & 
Fixtures,  with  a  109.4%  jump  from  $1,011.- 
800  to  $2,1 18,800.  Other  big  boosts  were  in 
Travel,  Hotels  &  Resorts,  up  89.4%  to  $644,- 
600;  Entertainment  R:  Amusements,  up 
61.4%  to  $341,100:  Office  Equipment,  Sta- 
tionery &  Writing  Supplies,  up  59.9%  to 
$937,300,  and  Miscellaneous  (mostly  pet 
foods  and  supplies)  ,  up  55.5%  to  $3,407,800. 
Top  web  tv  advertiser  was  still  Procter  & 
Gamble,  $12.6  million  in  billings,  with  Ana- 
<  in  tablets  the  top  brand,  at  $3,037,000. 

19  million  ad  dollars  to  NBC:  A  busy 
sales  staff  at  NBC  TV  racked  up  over  $19 
million  from  27  national  advertisers  in  the 
two  weeks  ended  10  June,  with  16  clients 
placing  more  than  $10  million  in  daytime 
programing,  and  the  remainder  going  to  the 
nighttime  sked. 

NAB  amends  tv  code:  NAB's  Tv  Board 
has  accepted  Code  Board  recommendation  to 
compute  commercial  time  on  percentage 
basis  in  prime  evening  hours,  but  rejected 
idea  of  non-prime-time  percentages  which 
would  have  averaged  20%  per  hour,  with 
some  exceptional  stretches  to  30%.  Code 
maintains  17.2%  maximum  per  hour  in 
prime  time,  but  individual  stations  can  select 
i licit  own  three  prime  evening  hours,  and 
slot  commercials.  This  eliminates  the  pre- 
vious binder  of  5  minutes  and  10  seconds  ol 
non-program  material  for  each  hall  hour. 

Press  fotogs  honor  tv:  Natl.  Press  Pho- 
tographers Assn.  has  named  Houston's 
KPRC-TV  "Newsfilm  Station  of  the  Year," 
with  WRCV-TV,  Philadelphia,  the  runner- 
up.    However,  WRCV-TV's   Houston   Hall 


was  named  "Newsfilm  Cameraman  of  the 
Year."  Other  top  awards,  all  given  out  last 
week  at  NPPA's  20th  annual  competition, 
went  to:  News  Special—  The  Tunnel.  Peter 
Dehmel  of  NBC".  News:  News  Documentary 
—The  Sun  Is  Not  for  Sale,  Houston  Hall. 
WRCV;  Feature  Xews-.U///i//«  to  I, ire. 
Morris  Bleckman.  WBBM-TV,  Chicago; 
General  News— Guei rilla  Activities  in  the 
Florida  Keys,  Bernard  Nudelman,  CBS 
News;  Sports— Strike,  George  Cartas.  WSOC- 
TV,  Charlotte,  N.  C;  Spot  News— Suicide, 
Charles  Boyle,  KDKA-TV,  Pittsburgh: 
Sound-on-Film—  The  Drop  Out,  Morris 
Bleckman  and  William  Tyler,  WBBM-TV; 
Team  Filming— Fire  Rescue,  Doug  Downs. 
Mike  Clark,  and  Irving  Smith.  NBC  News. 

Executive  SUite:  Two  new  executive  v.p.'s 
have  been  named  by  Kenyon  8c  Eckhardt. 
One  is  Stephens  Diet/,  senior  v.p.  and  mar- 
keting director,  and  the  man  in  charge  ol 
KRT's   recently-published    "Market    Guide" 


DIETZ 


DEARTH 


(See  Sponsor-Scope,  21  [unci  .  The  other  is 
Robert  A.  Dearth,  also  a  senior  v.p.  and 
manager  of  the  agency's  Detroit  office.  .  .  . 
Three  new  v.p.'s  have  been  appointed  l>\ 
Alberto-Culver.  One  of  the  appointments  is 
in  the  ad  area,  with  Clinics  \.  Pratt  named 
director  of  advertising  and  public  relations. 
.  .  .  Charles  Fritz  has  been  appointed  v.p. 
and  general  managei  ol  WXYZ,  ABC  o&o 
radio  outlet  in  Detroit.  Fritz  comes  to  \BC 
from  Blair  Radio,  where  he  was  a  v.p. 

SPONSOR-WEEK  continues  on  page  14 


SPONSOR   I   july    196! 


Why  has  Cleveland's  taste  improved? 


Oriental  chemistry  wrought 
a  tinv  pearl-shaped  pill  for 
sweetening  things  like  taste 
buds:  Jin  tan  Mouth  Refresher. 
Then  WHK  Radio  started 
(  leveland  tongues  \va<£<nn<r 
when  distributor.  Inca  Land 
Products,  chose  the  station 
exclusively  to  introdm  e 
Jintan.  Inca  Land's  president. 


Randolph  ( iregg  exc [aims, 
rWHK  <ra\  e  Immediate  selling 
ac  lion  at  all  distributor 
levels. . .  Results  have  Far 
surpassed  expe<  tations." 
If  your  expectations  are  high 
and  you  too  want  t<>  taste 
sin  cess,  spend  your  time  on 
the  Number  (  me  station " 
WHK  RADIO. (  I  1  \  I  I  AM) 


METROPOLl  IAN  BROAD)   VS1  l\«.  RADIO,  Rl  I'KI  SENTED  \A  Ml  I  RO  BROAD!   \M  ->\l  I  ■< 
J\(  k  I  II AM  R.\    P.  AND  GENERA]   MANAGER,  A  DIVISION  Ol  METROMEDIA.  INI 


•HCCPER,  JAN-VAP.  :960-N0V.  DEC,  1962 
PULSE,  MAR,  1960-AUG-SEPT,  1962 


'SPONSOR-WEEK 


Top  of  the  news 

in  tv/radio  advertising 

(continued) 


Nabisco  diversifies:  .Assets  of  the  James  (). 
Welch  Co.  (candy)  are  being  purchased  by 
National  Biscuit  Co.,  with  "agreement  in 
principle-'  announced  by  Nabisco  president 
Lee  S.  Bickmore.  Terms  of  the  deal  were  not 
disclosed.  It  is  Nabisco's  entry  into  the  candy 
industry.  The  new  parent  company  is  a  reg- 
ular broadcast  advertiser;  air-media  usage  In 
Welch  has  been  sporadic. 

Japanese  "Romper  Room":     One  of  the 

most  successful  syndicated  tv  formats.  Bert 
Claster's  Romper  Room,  will  soon  be  tele- 
vised, in  color,  on  a  21 -station  Japanese  net- 
work. The  program  deal  was  set  by  Fre- 
mantle  International,  outside-U.  S.  sales 
agent  for  the  kid-appeal  show,  which  has 
long  been  a  successful  spot  carrier  in  its  98 
U.  S.,  Canadian,  Puerto  Rican  and  Aus- 
tralian editions.  The  Japanese  version  of  a 
'Miss  Jones"  will  be  picked,  and  flown  to 
Baltimore  for  special  training. 

Jersey  Standard  seeks  show:     Standard 

Oil  of  N.  J.,  which  recently  dropped  spon- 
sorship of  Festival  of  The  Performing  Arts 
after  two  years,  is  planning  backing  of  an- 
other series  after  start  of  '64.  Show  type  isn't 
pinpointed,  hut  company  spokesman  said  it 
most  likely  would  be  another  "quality"  pro 
gram.  Jersey  Standard  has  also  sponsored  tv 
Play  of  the  Week  and  Age  of  Kings  in  recent 
seasons. 

Art  director  is  VIP:  Role  of  the  art  direc- 
tor is  "greater  than  ever"  in  an  age  which  has 
seen  'the  impact  of  television,"  said  Karle 
Ludgin  R;  Co.  president  David  O.  Watrous 
in  Chicago  last  week.  A  half-century  ago, 
advertising  was  mostly  copy  "and  only  about 
20%  art."  Waldrous  said.  Today,  the  bal- 
ance is  "more  like  50-50,  and  sometimes  even 
100",',."  Other  factors  which  have  boomed 
the  art  director's  importance:   improvements 


in  photography,  new  art  forms,  new  printing 
processes. 

Nielsen  drops  radio:  After  nearly  a  dec- 
ade of  measuring  local  radio,  A.  C.  Nielsen 
is  exiting  this  research  field.  Too  many  cli- 
ents, said  Nielsen  v. p.  John  K.  Churchill, 
wanted  measurement  of  auto  and  battery- 
portable  radio  on  an  individual  station  basis, 
rather  than  the  research  firm's  basis  of  com- 
bined station  listening.  This,  Churchill 
said,  couldn't  be  done  at  a  "palatable  cost." 
No  other  Nielsen  broadcast  service  is  being 
chopped. 

More  quality  fm  sponsors:  QXR  Net 
work,  which  just  signed  six  new  affiliates  to 
bring  its  total  to  46,  sees  fm  radio  becoming 
"an  increasingly  important  medium  to  ad- 
vertisers of  quality  product  lines  as  program 
standards  are  raised  throughout  the  indus 
try."  Web  president  James  Sondheim  noted, 
"they  are  very  anxious  to  reach  the  15  mil 
lion  established  fm  homes  in  the  V .  S.  toda) 
along  with  those  who  are  expected  to  pur- 
chase over  3  million  new  sets  in  1963  which 
can  receive  fm  and  fm  stereo."  He  stressed 
that  imaginative  new  formats,  such  as  the 
General  Electric  stereo  drama  series,  the 
Victor  Borge  Music  Theatre,  and  the  RCA 
Premiere  Showcase,  "pay  dividends  to  the 
broadcaster  as  well  as  to  the  sponsor.  The 
amazingly  enthusiastic  listener  response  to 
the  stereo  dramas  .  .  .  has  prompted  fresh 
advertiser  interest  in  sponsoring  more  qual- 
ity programs— and  this  is  the  key  to  radio's 
future  growth."  New  affiliates  are  WCRB, 
Boston;  WBMI,  Hartford:  and  WPBS,  Phil- 
adelphia, which  replaced  former  ties,  plus 
WGKA,  Atlanta;  KFML,  Denver,  and 
WQMG,  Greensboro,  N.  C.  Sondheim 
added  that  a  new  research  study  has  been 
launched  to  supplement  last  years  report  on 
QXR  audience,  now  is  36  of  top  50  V.  S. 
markets. 

SPONSOR-WEEK  continues  on  page  46 


II 


SPONSOR    1    JULY    1  *><  > 


THE  RIVER'S  ERGE 


XNTHONY  QUINN,  RAY  MILLAND 
5EBRA  PAGET 

/0L7-^'FILMS  OF  THE  50's'^-NOW  FOR  TV 

:IFTY  OF  THE  FINEST  FEATURE 
MOTION  PICTURES  FROM  SEVEN  ARTS 

even  Arts  "Films  of  the  50s"-Money  makers  of  the  60's 


/TN 


\ZS 


SEVEN  ARTS 

ASSOCIATED 

CORP. 


LOS  ANGELES 


For  list  of  TV  stations  programming  Seven  ' 


'  i   ' 


n 

.matnmnt.  in        Oftclwnf  4-5105 
•l  <Wx«J»Dmt  SMrawi  CMO.  CaM. 

1  iv  i  v    |   Art     IV:  '  l  ".93 


look  South  .  .  .  and  you' II  see  v/- 


Covering  66  counties 
in  Georgia  and 
Alabama  with  annual 
retail  sales  of 
1.2  billion  dollars! 


*  GRADE  B  COVERAGE  AREA 


Look  closely  at  Columbus,  Georgia.  It's  a 
market  "on  the  move."  The  South's  newest 
inland  port  city  in  1963,  Columbus  is  also 
the  retail  shopping  center  of  the  Chatta- 
hoochee River  Valley  —  a  top  test  market 
with  consistently  high  manufacturing  em- 
ployment and  the  military  payroll  of  Fort 
Benning  .  .  .  the  world's  largest  Infantry 
School.  Yes  —  Columbus  is  on  the  move  . . . 
and  TV3  is  the  major  media  moving  forward 
with  Columbus ! 


WRBL 

Television 

Columbus,  Georgia 

TELECASTING   FROM  THE 
WORLD'S  TALLEST  TOWER 

"1749  feet  above  ground" 
J.  W.  Woodruff,  Jr.,  Pres.  and  Gen.  Manager 
Ridley  Bell,  Station  Manager 
George  (Red)  Jenkins,  Dir.  National  Sales 


CBS 


NBC 


REPRESENTED  BY 

GEORGE   P.   HOLLINGBERY  COMPANY 


} 


This  i-  hiatus  time  which  means  everyone  dis- 
appears  from  view.  So  will  WWII'-  bi-monthly  re- 
ports until  sunburn  time  subsides.  In  the  meantime 
here  are  some  comments  on  a  few  strange  items  thai 
have  appeared  about  our  industry. 

Item  Commissioner  Robert  E.  Lee  an- 
nounced  the  I  HF  experiment  in  New 
1  oik  Citj  was  an  "unqualified  success" 
which  definitely  proved  the  perform- 
ance capability  of  I  HF  television  even 
under  the  most  adverse  circumstances 
in  a  metropolitan  area. 

Item—  \  survey  from  a  group  named  the  As- 
sociation of  Maximum  Service  Tele- 
casters,  which  is  composed  natural!) 
enough  of  \  HF  operator-,  said  their 
survey  didn't  agree  with  that  of  the 
FCC  Commissioner  despite  the  fact  he 
had  closely   followed  the  results  of  the 

experiment  for  a  full  year  in  the  New 
^  ork  City  area. 

(  (>\1MF\  T     Do  you  think  one  is  realh   necessary? 


COMMEN1 


Item — Dateline  1958  The  Committee  for 
Competitive  Television,  headed  by 
John  English,  \\  SEE-T\  .  Frie.  Pa.  and 
William  Putnam.  WWII'.  Springfield. 
Mass.  have  set  up  a  Washington  office 
to  trv  and  get  a  bill  through  Congress 
repealing  the  excise  tax  on  T\  sets  as 
an  incentive  for  manufacturer-  to  build 
more  and  better  I  HI    sets. 

Item  Dateline  1963—  Indication-  arc  that  all- 
channel  TV  >et-  will  account   for  l2(»', 

of  new  TV  sel  sales  in  1963  according 

to  a  statement  b)  the  El  \.  El  \  mem- 
ber- also  voted  to  a-k  Congress  to  re- 
peal the  in',  excise  tax  on  all  channel 
sets. 


"The  electronics  industry  i-  ever  in  the 
forefront  ol  the  rapidly  changing  tech- 
nological and  scientific  advances  in  all 

.lle.l-." 


Item      According  to  a  recent  survey  in  a  trade 

publication  the  New   I  lav  en-Spi  iirj  field- 

Hartford  complex  is  the  llih  ranking 
market  in  the  I  nited  States. 
Item     Springfield,  Mass.  population  up;  Hart- 
ford.   Conn,    population    down,    during 

1962. 
C0MMEN1      Now   il  we  can  oidv  gel  those  agency 

people    to    believe    that    OUT    WW  I.I'    Slg- 

nal  really  doesn'1  stop  dead  al  the  <  Ion- 

necticul  State  line  which   i-  about    12 
miles  from  our  towei 


Item  FCC  Commissioner  sees  all-1  HF  sys- 
tem as  the  ultimate  answei  to  the  na- 
tional  I  \   sen  ice  problem. 

Item  New  9urge  in  I  III  (  (instruction  Per- 
mits throughout  the  country  as  big  in- 
\ estors  take  another  lo.>k. 

(  I  >  MM  I.N  I       \-  v  c  -ow     so  shall  ve  weep. 


Item     WWI.I'  Vice  President  and  Sales  Man- 
ager James  Ferguson  announce-  n 
sales  jreai   Foi   WWI.I'  with  highest  lo- 
cal and  regional  Bales  ever  a<  hieved. 
Item     FCC     Chairman     I.     William     Henry 
urges      I  In  on  out  ina<  i  m  ate  ratings. 
(  OMMENT     The  fn-t  item  i-  why    I  can  enjoy  mv 
hiatus  and  go  mountain  climbing.   The 
•  mi  i-  what  we've  been  trying  to  tell 
agent  ies  all  along.    1 f  v  ..u  want  t 
in  on  a  -me  sales  thing  call  that  fella 
I  erguson     or    Hollingbery .     Me,    I'm 

headed   for  inv    happy    lii.itu-. 

Represented  nationally  by  HOLLINGBERY 


SPONSOR   1    j i  in    1963 


15 


enter  your 
personal 
subscription 
to 

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li> 


"DATA  DIGEST 


Basic  facts  and  figures 
on  television  and  radio 


Radio  news  packs  strength 

Network  radio  newscasts  attract  a  lairK  substantial  audience 
eacli  weekday.  Though  undermeasurement  of  the  radio  medium 
lias  been  a  subject  of  discussion  and  investigation,  radio  figures 
available  from  Sindlinger  show  surprising  strength  lor  network 
newscasts  (to  cite  one  area)  .  even  when  compared  with  daytime 
t\   shows. 

With  both  the  ABC  and  the  NBC  radio  networks  using  the 
Singlinger  reports  at  the  present  time,  the  figures  can  confidently 
be  expected  to  receive  increased  circulation  among  major  adver- 
tisers and  agencies. 

A  look  at  the  April  1963  Sindlinger  weekday  listener  figures 
shows  the  average  ABC  Radio  newscast  drawing  some  2.4  million 
listeners— at  home,  in  autos.  at  the  beach,  or  wherever  the  tran- 
sistorized portable  may  take  people. 

At  the  same  time  the  report  reveals  that  the  average  newscasl 
on  the  CBS  Radio  network  has  some  2.7  million  listeners,  the 
NBC  web  2..")  million  and  MBS  1.6  million. 

II  past  patterns  prevail,  the  figures  can  be  expected  to  grow 
as  the  summer  season  moves  along. 

Following  are  figures  from  the  April  Sindlinger  report  of  radio 
listening: 

TOTAL  LISTENERS  (000) 

(Average  per  broadcast) 


ABC 


CBS 


MBS 


NBC 


Total 


16        2,458 


2,695      14        1,636      17 


2,499 


Morning 


4        3,378        3        3,767        4         2.260        5        3,427 


Afternoon  6        2,491        5        2,178        5        1,772        6        2,352 


Evening 


6        1,813        1        2,071        5        1,002        6        1,873 


SPONSOR    I    ]\l^    196 


No.  of 

No.  of 

No.  of 

No.  of 

News- 

News- 

News- 

News- 

casts 

Listeners 

casts 

Listeners 

casts 

Listeners 

casts 

Listeners 

'SPONSOR-SCOPE 


1   JULY  19S3 


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


Radio/tv  spot  budgets  of  major  airlines  are  likely  to  mirror  the  current  shake-outs  and 
upheavals  among  the  carriers. 

Alter  more  than  a   yeai  of  listening  u>  arguments  on  the  proposed  mergei 

of  Eastern  and  American,  the  CAB  has  turned  thumbs  down.  You'd  think  this 
would  spell  a  cutback  in  broadcast  spot  schedules  Eoi  Eastern  (which  has  lost  som< 
$60  million  in  three  years) .  Not  so;  Eastern  may  actually  increase  its  radio/tv  use. 

Reason:  CAB  may  well  turndown  Northeast  Airlines'  request  to  continue  on 
the  profitable  New  York-Miami  rim,  on  the  theory  that  there  are  too  main  airlines 
flying  the  route.  If  this  happens,  the  nearly-20",  ol  the  NY.  Miami  traffic  which 
Northeast  now  has  will  be  up  for  grabs.  Then,  Eastern— wine  h  has  long  flown  this 
Florida  route— is  likely  to  make  a  play  for  the  added  traffic. 

Eastern's  advertising  director,  George  Howard,  says  the  veteran  carrier,  in  any 
case,  will  have  heavy  promotion  behind  two  big  upcoming  events:  the  World's 
Fair  and  the  introduction  of  the  airline's  new  727  tri-motoi   jet  aircraft. 


Early-season  tv  ratings  can't  be  laughed  at,  even  though  some  executives  feel  that 
the  competitive  picture  will  change. 

Comparison  of  October  ARB  report  with  recent  May  ARB  findings  shows 
seven  of  the  current  top  ten  showing  up  originally  among  October  leaders.  Top 
shows  then  and  now  were  Beverly  Hillbillies.  Bonanza.  Red  Skelton,  Jackie  Glea- 
son, Laicw  Ed  Sullivan  and  Walt  Disney. 

Curiously,  top  three  shows  in  terms  of  persons  viewing,  were  the  same  at  tin- 
season's  beginning  and  end. 


PROGRAM 


OCTOBER 


Ed  Sullivan 


PERSONS 
(000) 


33,486 


PROGRAM 


MAY 


Walt  Disney 


PERSONS 
(000) 


Beverly  Hillbillies 

43,227 

Beverly  Hillbillies 

49,467 

Bonanza 

43,015 

Bonanza 

44,318 

Red  Skelton 

41,854 

Red  Skelton 

39,468 

Bob  Hope 

40,059 

Candid  Camera 

37,084 

Lucy  Show 

37,220 

Andy  Griffith 

34,778 

Ben  Casey 

35,153 

Jackie  Gleason 

33,721 

Jackie  Gleason 

34,269 

Lucy  Show 

31,280 

Walt  Disney 

34,090 

Ed  Sullivan 

31,250 

Dr.  Kildare 

33,598 

Dick  Van  Dyke 

31,173 

30,828 


This  fall,  Gillette  will  join  one  of  broadcasting's  real  inner  circles-those  advertisers 
who  have  had  an  air  campaign  which  lasted  25  years. 

Plans  for  a  Silver  Anniversary  for  the  Gillette  Cavalcade  of  Sports  are  already 
in  the  works,  with  the  event  taking  place  in  early  October,  timed  to  the  opening 
pitch  of  the  1963  World  Series. 


SPONSOR/ 1  july  1963 


19 


"SPONSOR-SCOPE 


(Continued) 


U.S. -made  commercials  have  once  more  proved  that  American  television  styles  set  the 
pace  throughout  the  world. 

At  the  10th  International  Advertising  Film  Festival  earlier  this  month  in 
Cannes,  Chevrolet  and  Campbell-Ewald  knocked  off  the  Gran  Prix  for  the  well- 
received  "truck  egg  test,"  produced  by  Ty  Thyssen  and  David  Greene. 

Three  other  U.S.  tv  advertisers— Mennen,  Eastman  Kodak,  Goodyear— took 
first-prize  honors  in  specific  tv  time-length  and  film  technique  categories.  Three 
more  firms— Redfield  Importers,  Mishawaka  Rubber  (Red  Ball  Jets  shoes)  and  Po- 
laroid—took second  prizes. 

The  festival  drew  a  lot  of  film  entries;  a  total  of  1,030  were  screened,  with  602 
in  the  tv  group. 


For  the  first  time,  a  dog  food  will  use  baseball  play-by-play  radio  sponsorship  this  sum- 
mer-and  it's  a  tv-built  brand,  too. 

The  client  is  Alpo,  which  claims  to  have  "climbed  to  the  top  of  the  league  in 
Chicago  canned  dog  food  sales."  Starting  10  July,  Alpo  will  be  sold  in  Chicago  dur- 
ing WGN's  coverage  of  the  Chicago  Cubs. 

Agency  for  Alpo  is  Weightman  Inc.  (Philadelphia) ,  whose  president,  S.  A. 
Tannenbaum,  snapped  up  the  WGN  radio  availability  before  having  final  client  ap- 
proval. The  agency  plans  to  use  "several  different  tests"  during  the  baseball  broad- 
casts to  see  if  sports  shows  are  a  good  sales  framework  for  a  dog  food.  Spot  tv  has 
already  proved  its  worth  for  the  brand. 


Newspaper  proponents  are  on  the  attack  again,  with  the  ANPA's  Bureau  of  Advertising 
taking  some  knocks  at  tv  in  a  new  presentation. 

Some  key  points  made: 

•  Tv  is  a  different  "consumer  commodity"  today,  as  compared  with  its  "fresh  and 
exciting"  qualities  a  decade  ago. 

•  The  growing  number  of  multi-set  tv  homes  means  that   "the  captive  living 
room  audience  declines." 

•  Tv  is  saturated  commercially;  "this  year  18  million  tv  commercials  will  be 
broadcast." 

•  Tv  is  in  trouble;  "people  are  spending  less  time  viewing  tv  .  .  .  time  and  pro- 
gram costs  have  skyrocketed." 

•  Three-fourths  of  the  viewing  is  done  by  half  the  tv  homes,  although  tv  actually 
reaches  nine  out  of  10  homes. 


A  July-August  spot  campaign  is  being  launched  in  the  New  York  market  by  Zenith  to 
sell  the  firm's  new  line  of  color  tv  sets. 

It's  believed  to  be  the  first  time  that  factory  money  from  a  set  maker  has  been 
spent  in  local  tv  to  sell  color  receivers,  although  there  have  been  a  number  of  deal- 
er-level (notably  with  RCA)  color  campaigns. 

Zenith  will  push  the  idea  that  "you  can  own  a  Zenith  handcrafted  color  tv  for 
as  little  as  $3.99  a  week."  Station  selected  for  the  push  is  NBC  oS:o  flagship  WNBC- 
TV— whose  parent  is  RCA.  Billboards,  bus  cards  and  theater  programs  will  be  used 
to  backstop  the  Zenith  spot  drive. 

20  SPONSOR/ 1  july  196 


"SPONSOR-SCOPE 


(Continued) 


Sponsors  and  producers  are  having  some  nifty  talent  headaches  this  summer-and 
they're  not  being  caused  by  old-line  stars,  either. 

Producer  Irving  Mansfield  was  forced  to  tape  two  v<  rsions  <>f  .m  introduction 
of  Cuban  singer  Maria  Teresa  Carillo  by  Route  66  star  George  Maliaris  for  the 
2  July  premiere  of  Talent  Scouts.  One  version  had  Maliaris;  the  other,  host  Merv 
Griffin,  who  also  explained  the  absence  of  Maharis.  Reason:  Maharis  is  in  a  legal 
hassle  with  the  producers  of  Route  66,  following  an  illness. 

Mohawk  Carpet  Mills  and  Maxon  Inc.  found  themselves  without  a  star  attrac- 
tion for  their  Thanksgiving  Day  color  special  on  NBC  TV  when  Ben  Casey  star 
Yince  Edwards  cancelled  out.     Reason:  none  given. 


With  big  business  making  fewer  loans,  banks  are  really  hustling  to  seek  the  small- 
depositor,  small-loan  trade  with  a  "friendly"  air  image. 

Good  example  of  this  is  Chase  Manhattan  Bank  in  New  York,  which  has  start- 
ed scheduling  a  series  of  60-second  spots  which  are  designed  to  provide  a  progress 
report  on  the  status  of  the  New  York  World's  Fair.  Obviously,  Chase  Manhattan  will 
have  to  order  a  steady  supply  of  such  commercials. 

The  bank's  v.p.  and  marketing-advertising  director,  Eugene  Mapel,  estimates 
that  the  spots  will  deliver  to  viewers  "four  million  messages  a  week,"  with  a  maxi- 
mum of  World's  Fair  information  and  a  minimum  of  direct  sell  for  Chase  Manhat- 
tan. Bank  branches  will  also  give  out  free  free  maps,  reduced-rate  admission  tickets 
and  information  when  the  Fair  opens. 


There's  a  "considerably  more  mature  and  intelligent  approach"  to  subject  matter  in 
Hollywood-made  1963-64  pilots,  agency  executives  say. 

Comments  the  chief  program  buyer  of  one  of  the  P&G  agencies:  "You  can 
expect  to  see  a  goodly  number  of  dramatic  shows  dealing  with  serious  problems  and 
dealing  with  them  most  effectively.  The  wishy-washy  dramatic  story  is  being  thrown 
out  the  window." 

Adds  a  program  executive  whose  agency  handles  one  of  the  leading  auto  ac- 
counts: "There's  a  realization  on  the  part  of  our  clients  that  the  viewing  audience 
has  been  exposed  to  a  decade  of  watching  tv— and  now  the  audience  wants  some- 
thing better,  closer  to  reality." 


Watch  for  Sarra,  Inc.— one  of  the  pioneer  tv  film  commercial  houses-to  try  for  a  real 
comeback  in  commercial  production. 

At  one  time,  Sarra  had  little  competition,  and  a  big  slice  of  the  total  business 
in  tv  commercials.  Then,  along  came  upstarts  like  Filmways,  MPO.  VPI  and  others, 
leaving  Sarra  to  fight  hard  for  its  place  in  the  tv  sun.  The  business  grew  over-all, 
but  Sarra's  percentage  shrank. 

Now,  Sarra  has  signed  Mickey  Dubin— a  East-moving  sales  executive  with  exten- 
sive production  knowledge— as  a  v.p.,  effective  last  week.  Previously,  Sarra  had 
hired  Lee  Goodman  as  production  head. 

Both  Dubin  and  Goodman  were  with  Filmways  during  that  firm's  rapid  rise  (a 
ten-fold  increase  in  billings)   in  the  late  1030's. 

>'  SPONSOR/ 1  july  1963  21 


-SPONSOR-SCOPE 


(Continued) 


Is  old-time  radio  really  dead?  Two  of  network  radio's  oldest  performers  (not  in  terms 
of  age)  happen  to  be  among  the  medium's  most  popular. 

April  Sindlinger  reports  Arthur  Godfrey  with  an  average  of  nearly  four  million 
listeners  to  his  morning  CBS  Radio  program.  ABC  Radio's  Don  McNeill,  another 
veteran,  averaged  better  than  3.5  million  listeners,  according  to  Sindlinger. 

Only  shows  with  comparable  listeners  in  the  Sindlinger  report  wrere  David 
Schoenbrun  with  3.7  million  listeners,  and  CBS  Radio's  House  Party  with  a  like 
number. 


Detergent  commercials,  in  the  future,  are  likely  to  begin  stressing  the  advantages  of 
"soft"  detergents  which  won't  foam  all  over  sewage  plants. 

Widespread  use  of  detergents  has  long  caused  an  industry  headache;  the  prod- 
ucts washed  things  like  mad,  but  the  memory  often  lingered  on  in  the  form  of 
billowing  clouds  of  detergent  *oam  on  rivers,  lakes  and  sewage  outlets. 

Now,  the  leading  manufacturers— notably  P&.G— are  battling  to  prevent  legisla- 
tion which  would  ban  "hard"  detergents  after  mid-1965,  and  are  seeking  instead  a 
government  "hands  off"  policy  while  the  industry  is  allowed  "to  continue  its  rapid 
voluntary  program"  geared  to  late  1965. 

Companies  among  the  first  to  market  a  "soft"  detergent  will  undoubtedly  use 
it  as  a  selling  point. 


Many  critics  of  tv,  in  and  out  of  the  medium,  are  concerned  with  "maturity"  of  stories, 
but  the  Walter  Mitty-type  adventures  still  draw  viewers. 

This  is  reflected  in  multi-market  syndication  ratings,  on  which  sponsor  has  an 
exclusive  report  by  ARB's  Dr.  John  Thayer  in  this  issue   (see  story  page  30) . 

Two  syndication  oldies  which  will  never  win  Pulitzer  Prizes  for  Literature, 
but  which  are  consistently  popular,  are  Sea  Hunt  and  Everglades.  One  theory  for 
the  popularity  of  the  pair  comes  from  Pierre  Weis,  v.p.  of  Economee  Tv  Programs, 
a  division  of  UA-TV,  distributor  of  the  rerun  packages: 

"The  great  appeal  that  both  these  shows  have  for  tv  viewers  is  the  storyline 
and  locale  which  gives  the  series  built-in  adventure  and  action." 


Just  about  everybody  was  watching  when  Major  Gordon  Cooper  blasted  off  for  a  22- 
orbit  flight  on  15-16  May,  according  to  Nielsen. 

The  research  firm's  final  figure  for  audience  size  was  "an  estimated  45.100.000 
homes  .  .  .  the  largest  audience  ever  tuned  to  a  single  event." 

The  average  home  which  viewed  the  telecasts  saw  "approximately  two  hours 
and  36  minutes  of  the  live  coverage,"  Nielsen  calculates. 

It's  interesting  to  note  that  Cooper's  audience  (91%  of  homes)  was  larger  than 
"the  combined  audience  to  the  four  presidential  Great  Debates." 


Mutual  Broadcasting  System's  new  rate  card  (No.  24)  reflects  price  reductions,  effec- 
tive today  (1  July). 

MBS  president  Robert  F.  Hurleigh  has  notified  agencies  and  advertisers  that 
business  conditions  warrant  our  making  these  changes  because  such  positive  steps 
are  a  good  indication  of  growth." 

22  SPONSOR/ 1  july  196: 


Is  the  T.  S.  approaching  an  era  during  which  we'll  have  to  go  it 
ilone  in  world  affairs?  Tan  U.  S.  self-interesl  remain  compatible 
ndefinitelj  with  that  of  the  European  community  of  nations'.'  Will 
att'iul  decisions  of  tomorrow  be  made  by  hardware  instead  of  men? 
N'ot  for  the  light  entertainment-minded  is  "World  Accent". 
KOIN-TV's  distinguished  program  series  featuring  Dr.  Frank 
\Iunk.  famed  scholar  and  authority  on  international  relations. 
Jr.  Munk.  whose  own  far-ranging  influence  has  helped  shape  the 

i«  jram  "/'.'ace  li\  Polaris",  a  publu  affairs  program  in  the 
\OlX-TV  'World  Accent"  series,  featuring  Dr.  Frank  Munk.  Dr. 
ftunk,  an  international  authority  on  political  science,  was  for  two 
tars  senioi  research  fellow  in  Paris  for  The  Atlantic  Institute, 
huh  he  helped  to  organize  undei  NATO.  He  was  advisor  on  Intel- 
ectual  cooperation  to  Radio  Free  Europe,  in  Munich.  Famed  as  an 
ducator  in  international  a/fairs  in  both  Europe  and  the  I  S 
ion-  professor  of  political  science  at  Heed  Collepe  in  Portland 

P0NS0R/1    JULY    1963 


pattern  oi  world  affairs,  shares  In-,  expei  ience,  his  hopes       at  tunes 
his  fears  ...  with  thoughtful  viewers  throughout   KOIN-T\ 
county  area  during  an  enlightening  hall-hour  every  other  ■•  ■ 

"World  Accent"  exemplifies  KOIN-TVs  recognition  of  televi- 
sion's obligation  to  the  community  and  to  the  broadcast  industry. 
Through  Dr.  Munk  and  "World  Accent",  one  oi  America's 
influence  station-  makes  another  contribution  to  its  region's  knowl- 
edge and  cultmc 


KOINTV 

One  of  America's  Great  Influence  Stations 

CHANNEL  6  •  PORTLAND,  OREGON 

Represented  Nationally  by  Harrington.  Righter  A  Parsons.  Inc. 


23 


*555  FIFTH 


Letters  to  the  Editor 

and  Calendar 

of  Radio  Tv  Events 


►  Editor's  Note:  Comments  below  are  in 
response  in  story  published  in  sponsor  J 
luiu  [BAR  robot  check"),  and  10  June 
news  item  reporting  UAH  use  by  auditors, 
in  material  prepared  with  i\sisi<in(e  <>\ 
I  \  I 

REPORTING,   NOT  ENDORSING 

I  do  want  to  state  thai  Air  Check 
Services  Corporation  of  America 
(Chicago) ,  has  been  chosen  by  the 
NAB  for  recording  and  monitoring 
of  NAB  member  and  code  subscrib- 
er radio  and  television  stations  (in- 
cluding fm  stations),  on  a  contrac- 
tual basis,  from  all  fifty  states  and 
Puerto  Rico. 

It  seems  that  some  agencies,  ad- 
vertisers, radio  and  television  sta- 
tions, and  public  relations  firms 
have  received  the  totally  false  im- 
pression that  ANA  has  endorsed  a 
particular  monitoring  service  over 
and  competitive  to  our  services. 

I  am  confident  that  the  ANA 
would  never  endorse  or  suggest  the 
use  of  one  service  over  another. 

Air  Check  Services  Corporation 
ol  America,  in  actual  fact,  is  the 
only  radio  and  television  (includ- 
ing fm)  recording  and  monitor 
ing  service  covering  over  750  mar- 
kets and  employing  over  1600  per- 
sons in  all  fifty  slates,  providing  re- 
cording and  monitoring  services,  to. 
among  many  others,  the  NAB. 

I  do  hope  that  our  firm  will  also 
be  able  to  benefit  from  the  public- 
ity that  our  competitor  benefits 
from  .  .  .  such  as  the  nice  picture 


sioi)  ol  BAR  services  in  the  .')  |une 
issue.  Naturally  1  realize  that  this 
is  merely  a  news  story  of  interest  to 
your  readers,  but  I  also  feel  that 
our  firm,  covering  over  750  markets 
compared  to  BAR's  current  2(>  mar- 
kets, employing  many  more  per- 
sons, and  serving  the  NAB,  is  also 
entitled  to  some  publicity  that 
might  be  of  interest  to  your  readers. 

Richard  Drost 

President 

Air  Check  Services  Corp. 
of  America 


►  J'hr  following  letters  ate  in  reply  to 
sponsor's  27  Jutic  report,  "Advertisers  find 
l>lns  values   in    superior   It   commercials." 

PRIZE-WINNERS  PAY  OFF 
It  would  seem  from  our  volume  on 
Colombian  Collee  the  "Not  Just  a 
Little"  commercial  had  done  the 
job  that  it  was  intended  to  do.  We 
found  our  sales  had  increased  on 
the  product  after  only  four  weeks 
on  two  Boston  stations  (Channels 
1  and  5)  and  we  did  not  lose  the 
volume  after  we  withdrew  the  com- 
mercial in  April. 

We  had  planned  our  advertising 
for  a  lfi-wcek  period,  January 
through  April,  using  the  above 
mentioned  stations  for  a  total  ex- 
posure of  52  times  a  week.  This 
was  in  conjunction  with  seven  spots 
per  week  on  the  same  sections  by 
the  Colombian  Coffee  Federation 
with  their  Juan  Valdez  ads. 


- 


"CALENDAR 


JULY 


National    Audio-Visual    Convention,    23rd 
„    „    _.,     _    ..    .    ,_  .  ,  r     ■        annual    convention    Sherman    House, 

Berlin  Film  Festival,  Uili  annual  festt       Chicago   (20  231 
val,  Berlin   (21   Junc-2  July) . 

31st    Radio-Television-Film    Institute 
Broadcast    Pioneers,    annual    meeting,      alumni     day,     Stanford     Univeraity, 
Park  Lane  Hotel.  New  York    (10).  Stanford,  Cal.   (22). 

National  Assn.  ol  Broadcasters,  fourth      1st  National  Broadcast  Editorial  Confer 
executive  development  seminar,  Har-      ence    University   of  Georgia,  Athens. 

vard    Business    School.    Boston,    Mass  (-.{     /2r>  9"1 

(l42fi)  AUGUST 

International  Radio  &  Television  Society,  Flaherty     Film     Seminar,     9th     annual 

annual   Inn  day,   Wykagyle  Country  seminar,  Sandanona,  Vermont    (24  3 

Club,  New  Rochellc,  V  V.   (16).  September). 

iiiiiimiiiiiiniiii i mi 

21 


We  certain^  do  not  intend  to 
disregard  the  film  and  will  prob- 
ably cOme  back  in  the  fall  with  an- 
other big  push  using  our  award 
winner  plus  one  or  two  ads  to  go 
along  with  it. 

Kenneth  A.  Terroux 

Advertising  Manager 

LaTouraine  Coffee 

Boston 


We  do  feel  that  commercials  ol  ih 
kind  are  effective  advertising  a 
do  sell  in  their  own  way.  It  h 
been  inferred  that  some  ad\ertising 
may  tend  to  let  creativity  get  in  the 
way  of  practicality.  This  we  de 
plore.  It  is  not  our  objective  to 
win  art  directors'  awards  or  to  fill 
our  cases  with  cups  and  plaques. 
We  are  much  more  interested  in 
developing  advertising  that  is  crea 
live  enough  to  stop  people  and  get 
them  interested  in  what  we  have 
to  say  about  our  products.  We  feel 
that  this  is  true  of  all  of  our  tele- 
vision commercials,  in  varying  de- 
grees. 

The  winning  commercial  is  noti 
still  being  used.  While  we  do  re- 
peat virtually  all  of  our  commer- 
cials, the  complicated  nature  of  our 
product  line  has  led  us  to  produce 
a  great  number  of  commercials  in 
a  year  so  as  to  cover  many  differea 
models  and   product   features. 

John  R.  Bowers 

Mgr.,  Car  Advertising  Dept. 

Ford  Div.,  Ford  Motor  Co. 

Michigan 


We  are  still  using  the  "Su/v  Park! 

Out  West"  commercial.    Natural 

we   cannot   evaluate   its   sales  effec 

tiveness  as  we  have  a  lull  schedule 

in  consumer  magazines  on  the  san 

subject  and  also  we  have  oilier  com 

mercials  running.    The  reaction  w« 

have  had  from  our  own  opci.it  ion 

throughout   the  I      S.   has  been 

little    more    complimentary,    all 

there    has    been    more    enthusiast 

shown    lor   this  commercial    than   | 

number  of  others  running  durii 

i he  last  year  and  a  half. 

Andrew  S.  Gantner 

Manager,  Advertising  and  Sales  Promotion 
Hertz  Corporation 
New  York 

SPONSOR    I     his     I'd, 


Lloyd  Gtcmcc  Vc**»o 


*t«**0     lONll    &   MCtOMWL.    IMC 
•  -»     HUM    Avl-ul 


ONLY  YOUR  REP 


• 


GETS  THROUGH  TO  BUYERS 


KoHKtf     l>     I       Mi.kl.ii 


ririM  a*  i.\t 


Oavio    R 


-<r  *»tz  agtscv   inc 


BETTER  THAN  SPONSOR 


JAMES    F.     O  GRADY.    JR 


ADAM 

»  «*ar  him  • 


HHI  I  t     It     tflil  vM 


— ,|"    ■ 


L 


L-OTO    GRIFFIN 


[■»  AM)  «.  m*  • 


And  even  he'll  admit  he  can't  be  in  as  many  places  as  often.  Give  your  rep  all  the 
support  a  good  SPONSOR  campaign  can  be—increasing  call-letter  recognition;  warm- 
ing up  the  welcome;  making  salient  points;  avoiding  a  lot  of  introductory  hashing. 
Why  SPONSOR?  Because  it's  the  most  important  1/4"  (sometimes  5/16")  in  broadcast 
buying.  Because  it  leads— with  the  top-of-the-news . . .  depth-of-the-news  . . .  trend 
of  past  and  present . . .  outlook  on  tomorrow.  SPONSOR  supports  the  sale,  feeds  the 
buying  mix  to  help  make  each  buy  the  best  possible.  Like  your  buy  inSPONSOR, 
the  broadcast  idea  weekly  that  squeezes  the  air  out,  leaves  nothing  but  air  in.  555 
Fifth  Avenue,  New  York  17.  Telephone:  212  MUrrayhill  7-8080 


ml 


SPONSOR    I     ,i  M     1963 


;w 


~    .*&****"% 


•flriL— 


A 


'.•iawiyV^^- ^1 


l9ffiA  BROADCASTING  STATIONS 
HOW  DO  YOU  MEASURE  A  Bl 

<■»"*«*;* 

.,,„.■--">•"•"'""'  JC    wrru  TVs. 

K.,l.,t  I  ^_^ 


WTIC-TV 


vmc®TV3 


WE  ANSWERED  OUR  OWN  QUESTION! 

This  ad  posed  a  question  of  its  readers  last  February.  We'd  like  to  tell  you  the  result  of  the 
WTIC-TV  documentary  which  alerted  viewers  to  the  fact  that  youngsters  were  becoming 
drug  addicts  through  easy-to-obtain  cough  medicines,  available  without  prescription.  Be- 
fore the  1963  Connecticut  General  Assembly  adjourned,  it  enacted  legislation  which  now 
makes  it  virtually  impossible  for  persons  to  purchase  such  preparations  without  a  physi- 
cian's prescription.  In  fact,  Governor  John  N.  Dempsey  stated  that  the  program,  "in  no 
small  measure  was  responsible  for  this  law."  So  we'd  like  to  answer  our  own  question.  It 
seems  to  us  that  one  measure  of  a  broadcasting  station  is  the  positive  action  its  programs 
inspire. 


WTIC(J)TV3 

Broadcast  Hous<\  3  Constitution  Plaza.  Hartford  15.  Connecticut 

WTIC-TV   is    represented    by    Harrington.    Righter   &    Parsons,    Inc. 

26  SPONSOR/ 1  july   19(1 


SPONSOR      1  JULY   1963 


Newcomer  tackles  hair-spray  giants 


Dignified  approach  sells 
Ozon  products  and  wins 
critical  plaudits  in  fast- 
rowing  cosmetic  mart 

n  .1  comparatively  short  span. 
television  has  compiled  a  nota- 
ble list  of  "classic"  sales  stories.  To 
this  roll  may  soon  be  added  a  new 
name:  Ozon  Products. 

Within  a  period  of  fourteen 
months,  Ozon  Fluid  Net  Hah 
Spray  has  emerged  <>n  the  consum 


ci  scene  and  met  with  resounding 
success    in    supermarkets,    drug 
stores,    discount    houses   and   othei 
retail  outlets.     Significantly,   it   lias 
made  consinnei   sales  with  commer- 
cial techniques  which  have  brought 
acclaim  from  peers  ol  the  tv  advei 
tising  fraternity:  Ozon  recently  won 
a  "Clio"  at  the  American  Televi 
sion  Commercials  Festival  for  h.i\ 
ing  the  best  commercial  in  the  hah 
preparations  ( lassilii  at  ion. 

Says  II.  Bruce  Hagler,  Ozon 
president:  "Within  seven  weeks  af- 
ter om  first  commercials  began,  we 


began  to  set  s.dis  results.  And  noi 
only  that,  we  re<  eived  a  number  ol 
telephone    ( alls     from     <  ustomei  - 

who    had    know  u    OUI    piodiu  tS    loi 

main  years  in  beaut)  salons  prais 
in»  the  dignified  approa<  h  we  wen 
taking." 

\  comparative  newcomei  u>  the 
consume!  niaikct.  O/on  Products  is 
a  veteran  "ethical"  manufacture] 
in  the  field.  Founded  in  1918  b\ 
Sam  Hagler,  the  company  moved 
ahead  foi  many  years,  building  up 
a  line  ol  nearly  100  products  for 
sale   to   beauty    salons   and   barbel 


Best  hair  preparation  commercial 

Less  than  li  months  after  launching  Ozon  hail  spray   to  consume]    market,   company    scored    notabl  -    \i.i    the 

spot  tv  medium  and  the  above  commercial  in  supermarkets,  drug  stores,  discount  houses,  and  various  othei   retail  outlets 


SPONSOR    1     ,i  iv     1963 


Receiving  the  honors 

Sudler  &  Hennessey  vice  president  Edgar  I'ctk.  Ozon  president  H.  Brute  Hagler. 
.md  Arthur  E.  Sudler,  agency  president,  take  time  to  pose  with  newly-won  "Clio" 


shops.  The  business  thrived,  with 
the  elder  Hagler 's  sons  joining  the 
firm  during  the  I930's. 

In  the  thousands  of  beauty  sal- 
ons throughout  the  country    (204, 

000  at  latest  count)  ,  Hagler  prod 
ucts  were  well  known  (in  fact, 
some  made  their  way  to  consumers 
through  the  beauty  salons,  though 
only  a  trickle) .  Hagler  also  sold  ;i 
few  products  to  drug  and  depart- 
ment stores,  and  made  cosmetic 
and  toiletry  preparations  for  pri- 
vate-label sale.  Before  tv,  the  busi- 
ness was  fairly  successful;  net  sales 
for  1961  were  $4.3  million,  with  a 
net  profit  ol  $221,103. 

The  O/on  prospectus,  prepared 
when  the  company  sold  its  first 
stock  to  the  public  in  early   1962, 

noted: 

A  leader  in  the  field 

".Although  no  industry  statistics 
are  available,  the  company  believes 
thai  in  the  field  ol  professional 
products  sold  under  iis  own  labels, 
ii  is  one  ol  the  largest  manufac- 
turers in  the  industry.  ...  In  the 
private  label  field,  the  company  be 
lieves  it  is  a  leading  manufacture] 

01  private  label  (osmetics  and  toi- 
letries." 

On  the  heels  ol  going  public. 
<)/on  selected  Sudler  &  Henncsse\ 


28 


as  its  agency,  in  preparation  for 
marketing  its  products  directly  to 
the  consumer. 

While  the  company  has  adver- 
tised in  professional  beauty  publi- 
cations (American  Hair  Dresser, 
Modem  Beauty  Magazine,  etc.)  , 
and  had  one  brief  fling  at  selling 
West  Point  Hair  Tonic  to  the  pub- 
lic in  the  1940's  through  Grey,  it 
had  never  tried  to  enter  the  con- 
sumer market  in  a  big  way. 

O/on  could  have  used  its  own 
distribution  channels  to  go  nation- 
al in  a  very  short  period  of  time. 
But  Hagler  felt  distribution  had  to 
be  properly  supported  by  advertis- 
ing. Also,  "we  wanted  to  make 
sure  all  beauty  salons  and  distribu- 
tors were  ready,  and  informed  of 
our  decision." 

Thus.  O/on  hair  spray  was  intro- 
duced first  in  New  York  in  April 
1962,  supported  by  spot  tv  and 
with  the  cooperation  of  previous 
users  of  O/on  products.  No  special 
sales  gimmicks  were  provided, 
though  at  one  point  (here  was  a 
lie-in  sale  with  O/on  Creine  Sham 
poo. 

Unlike  man)  other  manufactur- 
ers, no  multiple  types  ol  O/on 
spray  are  marketed. 

"We   leel   vcr\    strongly,"    Hagler 
(Please  turn  to  page  29) 


Hair  Spray  Sales 
Expanding  Rapidly 

Through  thick  and  thin  in 
the  post  World  War  II  years, 
women's  interest  in  hair 
care  has  shown  steady  in- 
creases. The  hair  spray  field 
alone,  which  as  recently  as 
1950  had  a  dollar  volume  of 
less  than  $500,000,  recorded 
sales  of  more  than  $100  mil- 
lion in  1962.  Sales  continue 
to  rise  again  this  year.  In- 
creasing number  of  women 
visiting  hairdressers  has 
.  also  proved  a  boon  to  the 
hair  spray  field,  particularly 
a  company  like  Ozon,  since 
many  beauty  shops  sell 
their  products  as  well  as 
using  them.  Nearly  half  of 
all  items  sold  to  women  in 
beauty  shops  was  hair  spray. 

With  its  VO  5  Hair  Spray 
and  other  cosmetic  prod- 
ucts, Alberto-Culver  has 
both  spurred  and  capital- 
ized on  the  rapidly  growing 
market.  From  sales  of  $400,- 
000  in  1955,  Alberto-Culver 
soared  to  sales  of  $57.4  mil- 
lion in  the  year  ending  30 
November  1962.  And  to 
prove  that  its  growth  is  no 
fluke  Alberto-Culver 
chalked  up  sales  of  $40.7 
million  in  the  six  months 
ending  31  May  1963,  com- 
pared with  $27.6  million  in 
the  like  period  last  year.  In 
the  recent  financial  report, 
A-C  president  Leonard  H. 
Lavin  noted  "we  are  main- 
taining our  aggressive  in- 
vestment spending  in  the 
form  of  advertising.  The  ad- 
vertising Lavin  speaks  of 
has  been  tv,  though  recently 
a  small  amount  has  been 
placed  in  magazines. 

Commenting  on  the  cos- 
metic field  recently,  Merrill 
Lynch,  Pierce.  Fenner  & 
Smith  said:  "Population 
trends,  rising  levels  of  dis- 
posable income,  and  ex- 
panding foreign  markets  all 
favor  cosmetic  companies." 


SPONSOR    1    jii.y    i%: 


{Continued  from  l><i^<   28) 
noics.    "thai    different    types    onl) 
jcrve    to    confuse    the    customer. 
\\V\r    even    discontinued    selling 
<nii  'hard  i<»  hold'  spra)  in  beauty 

|).ll  lol  s." 

I  Indei  I  he  guidani  e  oi  Sudlei  ft 
Hennesse)  v.p.  Edgai  Peck,  the 
Campaign  has  since  been  extended 
to  Boston  and  Philadelphia,  with 
Baltimore  and  Washington  nexi 
on  the  list.  The  step-by-step  proc- 
ess, combining  advertising  and  co 
ordination  with  beaut)  profession 
als,  will  be  repeated  again  and 
again  until  national  distribution  is 
accomplished  on  (he  consume! 
level.  The  latter  is  "around  the 
corner.''  1  [aglei    predic  Is. 

Hagler  cites  loyalty 
Success  of  the  met  hods  being 
used  are  clear  to  Hagler.  "We  he 
lieve  we  are  now  the  number  one- 
hair  spray  in  the  New  York  metro 
politan  area.  The  customers  we 
have  won  are  not  switching  either: 
rather,  they  have  shown  a  strong 
loyalty  to  our  product." 

In  addition  to  the  encouraging 
sales  picture.  Hagler  is  also  buoyed 
by  the  recent  approval  oi  F.  W. 
Woolworth  and  AJfcP,  permitting 
Ozon  to  be  sold  in  their  chains. 

Sales  alone  are  enough  to  en- 
courage Ozon.  In  1962,  with  only 
limited  distribution,  sales  were  $5.5 
million,  against  but  $4.3  million 
lot  the  year  earlier.  In  the  fust 
quarter  of  1963,  the)  topped  $1.5 
million,  against  less  than  SI. I  mil 
lion  in  1%2's  quarter. 

Consumer  line  planned 
In  terms  of  time,  Ozon  might 
well  be  considered  in  the  position 
m  Uberto-Culvei  less  than  five 
\eais  ago.  I  his  comparison  how 
i'ver.  is  not  completeh  valid,  since 
O/on  ahead)  has  the  national  dis- 
tribution in  professional  shops 
which  could  prove  to  be  a  distinct 
sales  advantage,  and  has  a  full  line 
[rf  products  which  will  also  be  sold 
i)  the  consumer  in  time. 

The  competition  of  giants  is  no 
.'au.se  for  concern  to  Haider. 

"Women  are  more  conscious 
ban  ever  ol  beaut)  products."  he 
-i\s.  "The  market  is  a  fast  grow- 
ing one  and  there  is  plent)  ol  room 
for  O/on  to  grow  with  it."  ^ 


1* 


SPONSOR/ 1  july    1963 


is  ttr<>-vhuitiu>l  hit 

in  Sun  Francisco 


Good  music  coupled  with  intensive  merchandising  cam- 
paigns and  buttressed  by  rigid  standards  of  excellence  in 
station  operation  has  given  stereo-voiced  KPEN-FM,  San 
Francisco,  the  opportunity  to  call  itself  the  dominant  fm  out- 
let in  the  Bay  area.  Two  relative  youngsters,  James  Gabbert 
and  Garry  Gielow,  have  co-managed  this  successful  outlet 
since  its  inception  in  1957. 

Avoiding  singing  commercials,  bizarre  sound  effects  and 
hard-sell  copy,  KPEN-FM  set  out  to  reach  the  listener  of 
discrimination.  The  result  is  that  KPEN-FM's  current  roster 
of  sponsors  reads  like  a  Who's  Who  of  national  and  local 
accounts. 

For  example,  it  boasts,  and  rightfully  so,  of  presenting 
"The  Cadillac  Hour,"  the  only  fm  program  sponsored  in  the 
United  States  by  the  Cadillac  Motor  Car  Division  of  General 
Motors.  The  same  is  true  of  United  States  Lines,  in  its  spon- 
sorship of  Relaxation. 

Other  national  accounts  of  note  are  National  Airlines,  Am- 
pex  Corporation  and  Bank  of  America. 

Nearly  60%  of  KPEN-FM's  sponsors  have  been  with  the 
station  over  12  months  and  66.7%  have  renewed  their  con- 
tracts within  this  time.  This  impressive  scorecard  is,  in  part, 
accomplished  by  aggressive  merchandising  and  constant  liai- 
son with  clients  and  agencies.  With  its  own  printing  depart- 
ment, the  station  designs 
attractive  mail-outs  for 
accounts.  Point-of-pur- 
chase  reminders  also 
help  to  coordinate  sales 
and  ad  efforts.  KPEN-FM 
is  keen  on  doing  remotes 
from  local  businesses 
and  never  misses  oppor- 
tunities for  personal  ap- 
pearances by  staffers. 

"Our  programing  is  di- 
rected toward  the  intel- 
ligent adult,  who  wants 
the  very  best  of  several 
kinds  of  music,"  Wallace 
Brazeal,  sales  manager, 
said.  "We  have  found  he 
can't  be  reached  effec- 
tively on  any  other  broad- 
{Please  turn  to  page  60 


Gabbed  and  Gielow  co-manage  KPEN-FM 


New  patterns 

ARB's  John  Thayer 

examines  tv 

ratings  trends,  film 

scheduling 

factors,  and  looks  at 

popularity 

of  leading  syndicated 

film  dramas 


Seagoing  syndication  favorite 

ARB  research  gives  nod  to  Sea  Hunt,  Lloyd  Bridges  starrer  distributed  in  re- 
nin by  Economee  Div.  UA-TY.  as  syndication  show  most  often  in  top  rating 


by  Dr.  John  R.  Thayer 

/  i    hnical  director  of  market   reports 
and  special  tabulations,  ARB 

Outside  of  network  tv,  syndication 
is  the  largest  single  supplier  of 
national-level  dramatic  programing 
to  U.  S.  stations  and  audiences.  A 
large  slice  of  all  the  spot  tv  spend- 
ing in  the  country  goes  for  commer- 
cials aired  within  syndicated  drama 
shows  of  all  types,  from  brand-new 
syndicated  film  series  and  last  sea- 


son's hour-long  network  film  shows 
to  venerable  oldies  that  seem  to 
play  on  forever. 

What  happens  within  the  syndi- 
cated program  field — its  trends,  au- 
dience research  and  problems — is 
therefore  important  to  spot-orient- 
ed tv  sponsors  and  agencies. 

Here,  in  general,  is  the  outlook 
for  syndicated  dramatic  shows  in 
the  near  future: 

•  If  trends  continue  as  thcv  have 


in  the  past  couple  of  years,  the 
number  of  different  syndicated  film 
packages  televised  will  be  less  than 
today,  although  average  ratings  will 
remain  relatively  constant. 

•  Viewers  are  likelv  to  be  seeing 
t lie  same  titles  more  often  in  major 
markets  because  of  a  shrinkage  of 
available  program  product,  and  a 
i rend  toward  longer-length  s\udi- 
cated  film  shows,  a  reflection  of  the 
same  trend  in  network  programing. 


Other  non-network  successes  draw  viewer  approval 

Third  Man,  starring  Michael  Rennie  (NTA),  (at  left)  was  runnei  up   to 


Sea    Hunt 


how    most   often    in   iop   bracket   of 


ratings  in  60  ARB  reports  analyzed  over  3-year  span.    Another   strong  show:   Everglades    (Economee)  starring  Ron   Haye: 


emerge  in  telefilm  syndication 


Based  on  .1  three-yeai  analysis  ol 
\R1>  data  in  twenty  different  tele- 
vision markets  (top-10  plus  KHst 
to  1 10th,  as  defined  In  VRB) .  the 
numbei  of  different  30-minute 
slu >\\ •>  being  televised  is  on  .1  steady 
decline,  while  hour-long  packages 
arc  oh  the  increase.  Because  of  the 
recent  surge  <>l  hour-long  network 
programs  into  the  >\ iuli(  ation  field, 
this  reversal  jn.i\  seem  at  lust  to  be 
(Suite  logical.  However,  in  terms  oi 
total  boms  ol  syndicated  shows,  it 
(loesn'l  appear  1l1.1t  the  increase  in 
hour  dramas  entirely  offsets  the  tie- 
1  rease  in  30-minute  dramas. 


754  in  1961 


I  Ik'  tabic  on  this  page  indicates 
that  in  1961  there  were  754  diffrr- 
rut  syndicated  dramatic  programs 
in  20  markets  studied.  In  1962, 
hese  same  markets  were  si  heduling 
poly  676  programs,  and  bv  1963  the 
lumber  had  plunged  to  569. 

(For  purposes  ol  this  particulai 
comparison,  a  program  was  count- 
ed onl\  once  in  each  market  regard- 
less of  the  number  ol  times  it  was 
telecast  during  the  week.  Further. 
the  word  "different,"  as  used  here. 
iaji  means  unduplicated  within  each 
market  studied.  There  was.  ol 
ouise.  programing  duplication 
from   market    to  market.) 

From  1961  to  l!)ti;'>.  then,  the  to- 
il decrease  in  numbei  ol  different 
tyndicated  programs  in  the  twenty 
narkets  combined  amounted  to 
!  15  \e.11 1\  tit*'  ,  ol  this  drop  01  - 
urrcd  dining  the  past  year.  In  60 
\Rli  reports  examined,  at  least 
hue  important  changes  took  place 
>eiween    1961    and    1963: 

\  den  ease  in  number  of  hours 
evoted  to  syndicated  drama  (in- 
luding  multi-weekly  telecasts  of 
In  same  pa<  kagei  accompanied  the 
lecrease  in  number  ol  different 
itles  televised.  Again  referring  to 
able  I.  according  to  the  February- 
arch  AR11  reports  tor  these  mai- 
ets.     This  figure  dropped  to  561 


til 


hours  in  1962,  .n\<\  remained  sui 
pi isingly  constant  ai  565  in  I'"'  I 
lhe  total  de<  1  ease  amounts  10  ap 
proximately  9"  ,  ol  the  1961  level. 
It's  well  to  kiip  in  mind  that 
the  numbei  ol  bonis  cited  heir  ire 
not  true  "average  weekly"  figures. 
While  ARB's  market  report  ratings 
lie  published  on  the  basis  ol  an 
average  week.  nil  programs  telecast 
l>\  a  station  ovei  the  entile  survey 
peiiod  (usually  lour  weeks)  an 
listed  in  the  lepoi tv  l  herefore,  il 
a  program  shared  lhe  same  lime  pe- 
1  iod  with  anothei  ovei   the   1-week 


to  the  small  numbei   ol   programs 

lelei  aSl    in   the*    mat  kits 

►  As  mentioni  d  pre^  iously,  the  in 
<  tease  iii  numbei  ol  houi  long  pro 
grams    in    1962    .<u<\    196  I    hel 
somew  li.it    to    c  ountei  balam 

sin  inking    sc  hedule    ol     10  min 

sho\\s.       I  able-    I  I    shows    that    then 

were  ten  60-minute  syndicated  di  1 

mas  in   l!)iil .  c  ompared  to  60  sue  h 
dramas  in  1962,  and  s  5  tins  yeai 

►  I  he  pei  c  cut  ol  syndic  .tin\  pi" 
grams  aired  more  than  on<  e  a  h 
me  leased  substantially  ovei  the  pe 
nod  si udied    I  able  I  slip's >  .1  slump 


TABLE  I: 

Fewer  syndicated  shows  play  more   markets 

.///  analysis  "/  telecast  time  devoted  to  syndicated  dramatii  programs 
in  twenty  selet  ted  mai  kets 


1961 

1962 

1963 

Number  of  different  programs  telecast   in  all   markets 
combined 

754 

676 

569 

Percent  of  programs  appearing  more  than  once  in  each 
ARB  report  (total  of  all  reports  combined) 

21% 

19°o 

24% 

Number  of  hours  of  programs  appearing  more  than  once 
in  each  ARB  report  (total  of  all  reports  combined) 

328 

271 

309 

Total  number  of  hours  devoted  to  televising  syndicated 
drama 


621 


564 


survey  peiiod,  and  both  were  syn 
dicated    drama,     then     both     were 
counted.   The  result,  ol  course,  is  a 

somewhat  inflated  figure  if  consid 

eied    on    the    li.isis    ol    an    "average 

neck. 

Dei  leasts  in  number  ot  30-min- 
ute shows  did  not  OCCU1   in  all  mai 
kits,    in  a   few  cases,  particularly 
smallei  markets,  the  trends  were  in 
somewhat  different  directions    (see 

1  able  11-  1  ikewise,  the  same 
thing  happened  in  the  cist  <>l  60 
minute  shows.  At  least  some  of 
these  deviations  probably  were  due 


565 


i 


in    1962   in   pei   cent   ol  programs 

seen     two    01     more    times    a    Week. 

but  in  1963,  there  were  fewei  titles 

but  mole  use  made  "I  eac  h  ol  them. 
I  his  year,  from  a  total  oi  569  dif- 
ferent programs  in  all  markets  com- 
bined. 1 36    "i  _'  i'  . 
on  a  multi-weekly  b.isi^ 

1  his    was    a     ">'  ,      im  it  .im      from 

1962  when    ISO  "in   ot  676  sh 

weie    tele\  ised    more    than    on,  , 

week.  (It's  interesting  that  in  1963 
there  were  almost  as  many  bonis 
,>t  multi-weekly  programing  a09) 
as  in  1961    (328),  even  though  the 


SPONSOR   1   july   1963 


31 


Table  II:  30-mm.  vs.  60-min.  syndicated  telefilm  shows  ^ 


total  numbei  ol  programs  decreased 

by    185.) 

The  viewing  public  definitely  lias 
its  syndication  favorites,  however. 

Over  the  three-year  period  stud- 
ied here, 30 different  titles  appeared 
in  first  place  in  the  60  reports  ana- 
lyzed.  Six  titles  won  top  honors 
more  than  once.  They  were  Sea 
HidiI — rated  first  in  nine  reports; 
Third  Man — fust  in  lour  reports: 
Death  Valley  Days  and  Everglades 
— each  first  in  three  reports:  and 
Trackdown    and    U.   S.   Marshal — 


ciues  in  rating  estimates  between 
markets.  However,  as  Table  11 
shows,  when  all  20  markets  are 
combined,  the  30-minute  programs 
have  maintained  either  an  8  or  9 
rating,  and  the  60-minute  programs 
have  settled  on  a  7  rating  for  each 
ol  the  three  years. 

There  are  several  reasons  why 
rating  levels  may  have  varied  from 
one  market  to  another,  such  as: 
(I)  hour  ol  the  day  when  the  ma- 
jority of  programs  were  seen,  (2) 
competitive  programing,   and    (3) 


.'.,-;'  ...  !!M,.r'    Ml 


Technical  director  of  market  re- 
ports and  special  tabulations  for 
ARB  since  1960,  Dr.  John  Thayer 
was  previously  a  producer-writer 
with  Comstock  &  Co.,  Buffalo. 
While  working  toward  his  doctor- 
ate in  radio/tv,  he  taught  speech 
at  Ohio  State  U.  from  1956  to  1959. 
and  was  with  WCSH-TV,  Portland, 
Maine  from  1954  to  1956.  Dr. 
Thayer,  married  and  the  father  of 
two  children,  is  an  amateur  pho- 
tographer and  hi-fi  buff.  His  fa- 
vorite tv  program:  "Bonanza." 


ea<  h  fust  in  two  reports.  Titles  ap- 
pearing two  or  more  times  in  the 
same  ARIl  report  were  counted 
only  once  lor  purposes  of  this  an- 
alysis. In  all  such  cases,  the  rating 
data  for  all  telecasts  were  averaged. 

In  all  these  analyses,  totals  are 
based  on  a  single  ARB  report  from 
each  year  February-March) ,  and  it's 
Hue  that  the  lesults  are  probably 
somewhat  different  than  il  the  en- 
tire 12-month  period  had  been  an- 
alyzed. However,  there's  little  rea- 
son in  doubt  that  the  same  general 
trends  would  be  found,  regardless 
ol  the  number  ol  months  examined. 

I  he  i at iug  c  onsistem  j  ol  s\ ndi- 
catetl  dramas  ovei  die  past  three 
years  has  been  quite  astonishing. 

Granted,  there  were  wide  differ- 


overall  acceptance  of  stations  tele- 
casting the  majority  ol  syndicated 
programs.  Perhaps  the  most  obvi- 
ous reason,  however,  concerns  the 
numbei  of  stations  in  a  market:  the 
more  stations,  the  smallei  the 
"piece  of  pie"  for  each  one. 

For  example,  assuming  "sets-in- 
use"  is  the  same,  each  of  boston's 
three  stations  generally  receives 
higher  ratings  than  any  one  ol  New 
York's  six  stations.  Springfield 
I  [olyoke  (tanked  105th)  .  on  the 
Othei  hand,  has  only  two  home- 
mat  kei  stations,  but  each  finds  it 
sell  in  much  the  same  situation  as 
a  station  in  a  larger  market. 

The  i  eason  for  this  is  that  main 
ol  the  Springfield-Holyoke  metro 
.ne.i   viewers  also  watch   neighbor- 


ing Hartford-New  Haven  staiiom 
c|iute  regularly.  This  results,  as 
table  II  shows,  in  overall  lower 
ratings  for  Springfield-Holyoke 
i  ban  arc  received  by  other  two-sta- 
tion markets  where  no  outside  sig- 
nals are  viewed. 


East,  West  cities  compared 

However,  basts  conclusions 
should  not  be  drawn  at  this  point, 
because  this  is  only  half  the  storyal 


If  the  total  number  of  metro  area 
tv   homes   is   examined   in    each  ofi 
the   101st  to   110th  markets    (listed 
in  Table  II) ,  the  results  are  ve 
interesting.    Springfield-Holyoke  i; 
credited  with  nearly  twice  as  mam 
metro  area  tv  homes    (152,700)    as 
the   next    largest   market,    El    Paso, 
with  76,900  tv  homes  estimated  in 
its   metro   area.     Since    this   is    the   ■ 
area   on    which    ratings   are   based, 
each    rating    point    in    Springfield 
Holyoke  represents  nearly  twice  as 
main    homes   as  a    rating   point   in 
El   Paso. 


':: 


"Total  homes"  vital 

Mention  should  also  be  made  ol 
"total   homes   reached,"    since   thi: 
probably  is  becoming  a  more  wide 
ly    used    tool    for    the    buying    anc 
selling  ol  time  than  are  ratings.  J 
often  happens,  for  very  logical  rea 
sons,  that  a  station  will  receive  low 
er  average  ratings  than  a  compel 
tor,   but    end    up   with    more    iota 
homes   readied    to    its   credit    thai 
the  competitor.     Two  of    the   mos 
prevalent  reasons  for  this  are:    (V 
differences    in    signal    strength    be 
tween  home  market  stations  when 
by   one  has  a  greater  physical  abi. 
it\   to  reach  a  larger  audience  tha: 
another,  and    (2)    overlap  of  a  sU 
lion's  outer  area  signal  with  the  sij 
rial  of   a  station   carrying  the  sain 
program    at     the    same    time    in 
neighboring  market.  So,  ratings  cl 
not   tell   the  complete  story    in  sol 
as    total    syndication    audience 
concerned.     They    are    very     iiseft 
tools,  however,  for  analyzing  pr< 
grams  on  a  competitive  basis      ^ 


I 
I 
I 

I 

l! 
I 

r 

li 
It 


SPONSOR    1     ,tiv     ]<)t 


■ 


RANK'       MARKET 


i  20-ntarkvt  analysis  of  number  of  syndicated  dramatic  program* 

telecast  inn!  corresponding  rat  in  us  received 


30-Minute  Programs 
1961  1962  1963 

No.         Rat.       No.         Rat       No.         Rat 


60-Minute  Programs 
1961  1962  1963 

No         Rat        No.        Rat        N  Rat 


'ONSOR    I    j  i  lA    1963 


1 

New  York 

101 
87 
58 
23 

5 

4 

7 

11 

98 

6 

74 
73 
46 

5 
3 
5 
6 

2 

4 

8 

5 

16 
16 

6 

2 

Los  Angeles 

85 
50 

4 
7 

2 

4 

8 

3 

3 

3 

Chicago 

1 

6 

7 

5 

10 

6 

4 

Philadelphia 

17 

14 

18 

5 

5 

5 

Boston 

35 

10 
8 

27 

13 

22 
31 

10 
8 

1 

1 

13 

6 

4 

7 

6 

Detroit 

55 

43 

8 

6 

4 

9 

7 

Cleveland 

35 

10 

30 

11 

15 

12 

7 

2 

7 

8 

3 

13 

8 

San  Francisco 

61 

7 

47 

8 

30 

8 

1 

13 

7 
4 

5 

4 

8 

9 

Pittsburgh 

18 

12 

16 

11 

11 

9 
6 

10 

St.  Louis 

45 

7 

40 

5 

21 

1 

9 

7 

5 

^p 

10  Markets  Combined 

518 

7 

453 

7 

343 

6 

9 

7 

45 

5 

67 

6 

01 

Joplin-Pittsburg 

20 

16 

16 

13 

14 

15 

1 
2 

15 
11 

1 

.1 
tl 

02 

Rockford 

14 

17 

10 

11 

5 

9 

27 

- 

03 

Hannibal-Quincy 

14 

21 

8 

16 

5 

14 

04 

Waco-Temple 

15 

19 

11 

21 

14 

17 
7 

UK 

05 

Springfield-Holyoke 

30 

9 

19 

7 

26 

3 

06 

Springfield,  Mo. 

12 

22 

8 

21 

10 

9 

9 

2 
3 
4 

12 

ml 

07 

Amarillo 

40 

10 

27 

10 

13 

11 

4 
2 

8 
9 

13 

08 

Monroe-El  Dorado 

25 

19 

26 

17 

18 

20 

11 

09 

El  Paso 

44 

12 

29 

8 

24 

10 

1 

4 

2 

12 

6 

10 

10 

Burlington-Plattsburgh 

12 

20 

9 

15 

12 

17 

1 

26 

2 

13 

in 

01 

-1 10  Markets  Combined 

226 

15 

163 

13 

141 

13 

1 

4 

15 

11 

18 

12 

51 

II  20  Markets  Combined 

•Rank   established   In    Mill-   T.  In  i-.. 

In   program   column  of   ARB's   local 
•Weighted   in  relation   lo  number  of  program' 

744          9     616          9    484 

Analyst 

n  ...  ted     I  •       H 
anil  average  ratings  received  by  these  progr«i 

8 

10 

7 

60 

7 

85 

7 

■HUiHM  1 1  .  '               IIHHHUHHH 

1 :.      1    !''!!    Illllll 

1 

CBS  TV  executives  lend  support 

Working  closely  with  Fels  executives,  local  and  national  CBS  TV  personnel  turned  out  for  the  event. 
Shown  left  to  right  are:  William  Miller,  CBS  TV  Stations  National  Sales;  WCAU-TV  general  sales  man 
ager  Frank  C.  Beazley,  Jr.;  WCAU-TV  general  manager  John  A.  Schneider;  sports  broadcaster  Jack 
Whitaker;  CHS  TV  Stations  v. p.  and  general  manager  Bruce  R.  Brvant,  and  WCAU-TV's  Herb  Clarke 


Fels  goes  to  the  races  to  reach  influentials 


Food  brokers,  wholesalers,  retailers,  sales  personnel 
couple  business  with  pleasure  to  launch  ad  strategy 


In  the  process  <>l  launching  a  new 
advertising  strategy  last  week, 
veteran  household-goods  manufact- 
urer Fels  in  cooperation  with  the 
tv  medium  has  come  up  with  some 
new  iwists  to  enlist  the  support  ol 
its  own  sales  people,  food  brokers, 
wholesalers,  and  other  influentials 
in  the  grocery  store  field  who  fre- 
quently provide  added  impetus  to 
successful    marketing. 

Though  by  no  means  a  new 
comer  to  broadcast  media  (Fels 
$2.8  million  gross  tv  time  expendi- 
tures in  1962,  TvB  figures  show, 
were  nearly  equally  divided  be- 
tween spot  and  network),  the  com- 
pany recently  decided  it  wanted 
added  tv  advertising  impact.  As 
Iris  advertising-merchandising  di- 
re<  toi  James  A.  Milne.  Jr.  puts  it. 
"we  wanl  to  sell  women  in  depth." 
Dropping  out  ol  daytime  net 
work  tv,  the  company  elected  to 
sponsoi  tv  spe<  ials  on  an  indivi 
dual  buy  basis  in  tire  top  markets 
to    achieve    this    goal     While     still 


34 


pinning  down  many  details,  Fels  is 
buying  specials,  in  combination 
with  continued  radio  and  tv  spots 
in    news,   sports,   and   other   shows. 

Radio  specials  are  also  possible. 
Milne  notes,  though  none  has  been 
suggested  or  is  under  consideration 
at  the  moment. 

Actually,  the  Philadelphia  com 
pany  sponsored  a  University  of 
Pennsylvania  Mask  and  Wig  special 
in  April,  though  this  event  was 
not  part  ol  the  main  strategy  which 
got  under  way  25  June.  Initial  ven- 
ture was  Women  Want  Out,  star- 
ling Shiil  Conway,  and  concerned 
with  the  problems  ol  women  and 
their  conflicting  roles  in  modern 
society,  and  carried  on  CHS' 
WCAU-TV. 

Prior  to  the  first  special,  how- 
ever, extensive  preparations  were 
made  to  involve  various  prisons 
involved  in  the  selling  chain. 

Working  closely  together,  Fels, 
its  agency  S.  E.  Zubrow,  and 
WCAU-TV    set    QUI    to    arrange    a 


trade  presentation  which  would 
reach  all  segments  of  the  trade  to 
make  them  aware  of  the  policy 
change,  and  above  all.  make  them 
turn  out. 

"Fels  Night  at  the  Races."  an 
unusual  event  In  any  standards 
was  the  result.  Perhaps  a  new 
standard  in  the  broadcast  mer- 
chandising area.  Fels  night  was 
staged  on  the  spacious  suburban 
WCAU-TV  grounds.  In  a  sense,  il 
was  an  industry-selling  event  sin« 
toj)  Fels  executives  were  involved, 
in  addition  to  brokers,  whole 
salers  and  retailers,  and  it  will  pro 
vide  an  example  for  meeting? 
which  Fels  is  seeking  to  line  up  I 
other  cities  as  the  specials  are  e\ 
tended  to  the  nation's  top  markefl 

Briefly,  the  evening  went  lik« 
this:  as  Fels  guests  arrived  al  the 
station,  the)  were  greeted  In  ; 
model  dressed  in  jockey  silks  win  I 
gave  them  a  racing  program,  re 
ceipt.  and  $200  in  Fels  play,  money 

Master  of  ceremonies  wa 
lonnm  Roberts  ol  Garden  Si.it 
Race  Track.  Alter  familiarizing  th 
audience  with  turf  racing  In  di* 
playing  jockey    silks,  saddles,   el 

SPONSOR/1   july    196 


I 


lie  introdui  ed  kc -v  Fels  repres<  nta 
Kves  .uhI  iv  talent  involved  with 
pels  commeri  i -i I ~> :  I  (I  1 1. ii  vey,  ( ■<  in 
( .1  .nit*.  Bill  II. in.  Sid  Dohert) 
Herb  Clarke,  [ohn  Facenda  and 
|.n  k  Whitakei .  I  his  poi  lion  was 
the  only  salt's  pitch. 

Cocktails  and  dinner,  the  horse 
pice  itsell  which  took  place  as 
larkness  fell,  were  the  other  in 
Iredients.  The  races  were  on  film 
and  guests  were  invited  to  bid-pla) 
pels  money  on  the  horses  ol  then 
c  hoice. 

While  the  mono  was  not  real, 
the  American  Totalisator  betting 
mat  hincs,  track  personnel,  and 
other  elements  were  genuine,  ha\ 
ing  been  obtained  horn  Garden 
Rate.  Fels  tickets  having  a  ten 
tlollai  value  were  dispensed  from 
ihitf  Fotalisator  machines.  Afta 
tlii t«    i act's,    guests    were    able    to 


i  ash  in  then  winning  tickets  a)  a 
cashier's  table,  and.  in  return,  re 
(tived  ihtn  winnings  in  pla) 
mone) .  V.  total  oi  foui  rat  es  wen 
shown,  and  ai  the  end  ol  the 
fourth  race,  guests  were  asked  t" 
lake  their  pla)  mone)  to  cashiers 
for  a  i c( eipl  iikIk ating  then  total 
win. 

1  hen  (  ame  an  am  I  ion  f<  u  pi  izes 
conducted  b)  Garden  Male's 
Roberts,  guests  bidding  foi  prizes 
with  i  he  play  mone) 

In  addition  to  Fels  sales  and 
buying  executives,  chain  and  lead 
ing  grocer)   outlet   personnel,  and 

then     wives,    key     WCA1      I  V    and 

CBS  rV  Stations  representatives 
took  part. 

Sol  E.  Zubrow,  assistant  to  the 
president  at  Fels,  reports  "ii  was 
great  fun.  Also,  it  accomplished 
our  purpose  ol  having  'our  station 


Advertiser-media  cooperation 

|ohn  A.  Schneider  and  David  C.  Melnicoff,  Fels  president  talk  ovei  new  ad  strai 

lg"     (right)    while  guests  socialize   in   tents    (above)   sei    up  on   station   grounds 


in  Philadelphia,1  the  trade,  in 
nun  people  MKii  foi  a  pit  as  tni  and 
informal  evenin 

Fels'    Milne   s.ivs    ,i    Qumtx 
pa<  kagi  s   have    been    lined    up   in 
othei  markets     l  he)  in<  lude  tao\  i< 
spa  ials,     some     running     ••■■  eekl) 
I). iv  id   \\  olpei    spei  ials  to  run   in 

multiple    <  Mies,    plus    one  ihoi 

concentrated   in  top  markets,    -in 
othei    exampli      1  Ormandy 

and  the   Sounds  of  G  to  be 

presented  on  WCA1  I  \  latei  this 
summer.     VdditionaJ  shows  will  be 

SOUght,  he  adds. 

Wiih  the  longei  show,  sponsored 

solelv    by    Fels,    Milne    believes    the 

compan)  can  use  its  advertising 
more  effectivel)  to  convince  women 
to  use  Fels  products.  Through  in 
depth  selling,  Fels  can  sell  against 
its  majoi  compel  itors  in  the  house 

hold   products  held,  he  adds         ^ 


Placing  the  bets 

VV<  U    IV   program  directoi    \lvin  1.   Hollander,    fr.  receives  Ins 
mone)    (lefi  |  to  plaot    on  the  G  irdi  n    -  - 

R.u(     Ii.uk   dispense  tickets  from   American     rbtalisal  'lines 


Political  "equal  time" 
big  problem  in  1964 

Advertisers  and  broadcasters  wor- 
rying aboul  the  equal-time  tussles 
going  on  in  Washington  will  prob- 
ably have  only  the  temporary   mis- 

pension  for  presidential  and  vice- 
presidential  candidates  to  tope  with 
in  1964.  Editorializing  on  political 
candidates  may  prove  the  worri- 
some dark  horse  in  broadcast  sched- 
ules. 

Efforts  to  extend  equal-time  ex- 
emption to  campaigning  Hill  legis- 
lators and  state  governors  will  prob- 
abh  go  down  the  slide — even 
though  Sen.  John  ().  Pastore  in- 
vited 50  governors  to  talk  about  it 
at  his  Communications  Subcommit- 
tee hearings  scheduled  last  week.  A 
House  bill  limited  to  temporary 
suspension  of  equal-time  recjuire- 
menls  for  top  party  candidates 
showed  a  surprising  degree  of  op- 
position before  it  was  passed. 

Political  suspicion  of  the  other 
fellow's  broadcast  advantage  has 
spurred  probe  of  station  editorials 
on  candidates  by  the  House  Com- 
merce Communications  Subcommit- 
tee. Hearings  scheduled  for  }nl\ 
tie  in  with  Rep.  John  E.  Moss'  bill 
to  extend  equal-time  rights  to  cov- 
er station  editorializing  on  politics. 
NAB  is  fighting  any  curbs  on 
broadcast  editorials. 

FCC  ma)  be  on  the  hot  seat  with 
its  expected  Julv  statement  encour- 
aging broadcasters  to  editorialize  on 
controversial  issues.  Requirement 
that  both  sides  of  any  question  be 
aired  may  be  the  agency's  "out"  in 
the  political  editorials  argument, 
when  chairman  comes  up  before  the 
Rogers   (D.,  Tex.)    Subcommittee. 

On  another  FCC  front,  revised 
program  reporting  forms  lor  broad- 
casters, soon  due.  will  spell  out  new 
requirements  for  licensees.  FC< 
Chairman  Henr)  told  the  Harris 
Subcommittee  last  week  that  the  li- 
censees  canvass  ol  his  community 
will  be  a  must  in  the  reports. 

Community  canvass  brings  broad- 
casters lull  circle  to  Henry's  insist- 
ence that  tastes  ol  the  minorities  as 
well  as  the  majority  must  be  ac- 
commodated along  the  broadcast 
week. 


16 


IWIWII  ' 


l/OII/"     1tl4J  III<>4>1 

happy! 


Here's  .i  stimulating  bit  ol  verse  penned  bv  Jeanne  Mane 
fones,  sales  service  managei  of  K.YW-TV,  Cleveland.  Miss 
Jones  observed  that  "so  often  when  it  comes  10  giving 
credit,  the  chiel  engineer  is  overlooked.  And  since-  his  job  is 
of  vital  importance,  and  we  have  a  particularly  excellent 
one,  I  was  inspired  to  write  this  "Ode  To  An  Engineer.'  It 
is  dedicated  to  Sid  Stadig,  chief  engineer  at  K.YW  (AM-FM- 
TV),  Cleveland."     The  poem,  in  full: 


Our  Vice  President  is  a  real  gem, 
Earth  shaking  thoughts  from  him  do  stem. 
Psst!  How  about  your  Chief  Engineer? 
Shhh!  You'll  spoil  my  poem,  I  fear! 


Our  General  Manager  is  a  real  joy, 
With  two  degrees — he's  our  boy! 
The  orthicon  tube  is  important  you  know, 
Really!  You're  interrupting,  now  blow! 


Our  Sales  Manager  is  very  intense, 

He's  the  one  who  makes  dollars  and  sense. 

Audio  and  Video  are  my  game, 

Yes,  yes,  we  know,  engineer's  your  name. 


Our  Program  Manager  is  creative  as  can  be, 
He's  responsible  for  the  programs  you  see. 
The  technical  end  is  complicated  too! 
Oh  for  goodness  sake,  who  asked  you? 


We  all  work  together  with  feverish  pitch, 
To  create  that  moment  our  audience  to  bewitch! 
What!  No  picture?  What's  the  'sitch"? 
The  Chief  Engineer  pulled  the  switch 


I  can't  believe  it,  whatever  do 

you  mean? 
Its  simple — no  picture  can  be  seen. 
Could  it  be,  oh  it  can't  be  true,  did 

that  critter? 
You  guessed  it   he  turned  off  the 

transmitter! 


urn liiiuiiiiniiiMiiiiiiiii 


SPONSOR    I     ii  i  v     1 963 


as  U.S.  firms  back  shortwave  coverage 


Two  American  manufacturers 
with  considerable  overseas  and 
below-the-Rio  Grande  interests  are 
■ad)  with  shining  affidavits  i<> 
tesiil\  that  there  are  indeed  sturdy- 
feed  shortwave  audiences  tuned  i<> 
Radio  New  York  Worldwide,  the 
new  name  for  international  com 
men  ial  station  WRUL. 

1  ht  firms  are  Champion  Spark 
Plug  Company  and  Chrysler  Entei 
national,  both  ol  which  recently 
sponsored  on  WRUL  this  year's  500 
mile  Indianapolis  Race,  a  ( lassi< 
■torts  event  in  the  United  States 
as  well  .is  <>!  intense  interest  to 
millions  overseas 

Uded  b)  the  Edward  Petr\  Com 
pain,  recentl)  appointed  station 
rep  lot  Radio  New  York  World 
wide,  i  he  station  pui  together  the 
being  package  which  reached  an 
(•sum. ned  overseas  audience  of  15 
million. 

Soon  altei  signing  up  to  repre 
sent  the  shortwave  station,  the 
IVn\  office  interested  the  two  ad 
fertisers  in  the  proposed  package. 
Champion  Spark  Plug's  export  ad 
veitising  manager  Ed  Bayne  looked 
into  the  matter,  and  decided  it  was 
a  splendid  opportunity  to  tie-in 
dealers  throughout  the  coverag< 
area  ol  the  broadcast.  Champion 
Sp.uk  Plugs,  naturally,  were  to  he 
found  in  most  of  the  lacing  c.iis  in 
Indianapolis.  Simultaneously,  C.  A. 
Kelso,  overseas  advertising  manage] 
loi  Chryslei  International  in 
Geneva,  evinced  interest  because 
Chrysler's  :■>(»()  was  the  offi<  ial  pace 
car  ol  the  Indianapolis  Rac  e. 

Bayne  reported  back  to  his 
people  at  J.  W'altei  1  hompson  in 
Detroit  and  to  Chrysler  that  he 
Wanted  to  make  the  buy.  The  Peti\ 
>tlue  in  Detroit,  manned  h\  Bill 
Cartwright,  coordinated  the  dual 
sponsors  and  merchandising  plans 
were  laun<  hed. 

\t   the  outset.   Radio   New  York 


SPONSOR    1    ,i  i.n.     1963 


Worldwide    placed    .>    numbei    ol 

tune-in  ads  in  the  New  ^»  01  k  1  lines 
Intel  national  Edit  ion  1 1  0111  P.u  is 
Advance  repro  proofs  were  sup 
plied  to  the  e  lient.  ( 'h.iinpion.  in 
turn,  mailed  repro  proofs  with 
suggested  local  dealei  changes  to 
ion  distributors  in  Latin  America 
and  Europe. 

Also,  a  special  chart  ol  the  auto 
course  at  Indianapolis  was  pro 
duced  and  the  shortwave  station  ol 


leleel    the     i  h.il  I    to    llsteilei  s       Mori 

than   I .imki  ( hat ts  were  sent   to  lis 
teners  and  to  dealers  who  used  the 
e  li.n  t    to    follow    the     i  ii  (     \  isuall) 
while    the    desi  i  iption    was    l» 
aired 

Additionally,   both   th<    sponsois 
.md  station  contacted  local  am  out 
lets   to   rebroadcast    the-  shorlu 
transmission     Vs  ol  last  week,  som< 
7">  local  stations  indicated  that  thi  • 
(Please  turn  to  pagt   60 


international  radio  contest 
Willi. mi   s<  abc  i  g     i  :>    "i   Chi  s  ^l<  i    In 
ternational   (c)  participates  in  drav 
ol   winning   letters  .is  part  ol    linli.ui 
i|).ilis   Miii   promotion  on   R.nli< >   \ 
York   Worldwide.     Spanish  sportscasi 
i   Miguel  Bomai    ih  and  Louis  Uncal 
(r)    help    son    avalanche    ol     letters 
speei.il   eh. m    (below)   ol    i.m    cours 
was  olleieel  to  listeners  .uiel  to  dealers 
so  die)  eoulel  follow   the  highly-publi 
cized    race   ronvenienth    and    visualh 


Ofcis\ID>II©  RIIE'vWyiiiDIEIK.'vW^TIiLPWairoiE 

500  Mil  Ins  In  dm  nn  polls  tutu 

•WO' Indianapolis  1003 


o    o 


2 


BBDO  briefing  for  RKO  General  sales  executives 

Ed  Papasian,  associate  media  director,  explains  BBDO's  "linear  programing"  system  of  electronic  data  processing  to  RKO 

General   reps  and  sales  officials.    KUDO  is  one  of  several  large  agencies  which  have  either  installed  computers,  or  plan  to 


Sales  reps  gear  up  for 
"computerized"  air  buying 

Ad  agency  trend  is  toward  automatic  data  evaluation 
and  reps  like  RKO  General  are  learning  new  strategy 


M 


lore  than  a  half-dozen  of  the 
biggest  ;id  shops  arc  getting 
read)  to  plunge  into  the  computer 
race. 

b\  the  siari  ol  the  fall  season,  it's 
probable  that  more  than  $700  mil- 
lion worth  of  tv  and  radio  billings 
will  be  processed  in  one  fashion  Of 
another,  by  news  electronic  equip- 
ment. 

In    addition    to    two    agencies 


38 


Y&R  and  BBDO— which  ahead) 
have  computers  at  work,  firm  ord- 
ers have  been  placed  1>\  seven  more 
shops. 

Lining  up  for  IBM.  National 
and  RCA  data-processing  machines 
nc  giant  J.  Walter  Thompson  pins 
Ted  Hales,  Compton,  Dancer-Fitz 
gerald-Sample,  Doyle  Dane  Bern- 
bach,  I'rwin  Wasey  Ruthraufl  8c 
Ryan,      and      l.ennen      &      Newell, 


When  they've  been  installed,  it  will 
mean  that  about  half  of  all  broad- 
cast business  will  pass  through  these 
systems. 

Though  the  full  buying  impact 
of  agency  automation  can't  yet  be 
gauged,  some  of  the  sellers  ol  tv 
and  radio  time  are  already  taking 
the  hint. 

Thus,  RKO  General's  national 
sales  division  has  already  had  lour 
briefing  sessions  for  its  staffers,  in- 
cluding demonstrations  at  the  two 
agencies  currently  using  computes 
in  media  selection  ami  analyst! 
H-R.  Group  W.  Blair,  and  other 
rep  firms  are  becoming  similarly 
<  omputer-cons<  ions. 

Says  RKO  sales  director  Donald 
Quinn:  "Unless  the  broadcast  sale! 
man  is  aware  of  the  capacities  and 
limitations  ol  these  machines,  he 
will  play  onh  a  minor  role  in  their 
use." 


SPONSOR 


r  i  i  s    ]%:; 


Management  consultant  discusses  computer  effects 

[oseph  Fischbach,  of  Fischbach  McCoach  8c  Associates,  consultants  on  management  techniques  to  agencies  and  othei  business 

firms,  describes  efforts  of  computerized  data  processing  in  advertising  to  same  RK.O  General  group  in  briefing  confei 


Quinn  lakes  a  realistic  view  ot 
the  i  uncut  state  of  computer  appli- 
cation l>\  commenting  that  his  ton- 
diisioiis  are  not  based  on  present 
feencv  usage.  "We  should  recog- 
ii/e  that  there  are  countless  untried 
advertising  approaches  which  ma\ 
be  unloiked  through  the  time-sav- 
ing characteristics  of  automatic 
data  evaluation,"  lie  explains. 

KM)  salesmen,  in  recent  skull 
busting  sessions,  have  come  to  "tips 
with  the  compute!  at  BBDO;  Y&R; 
at  Data  Inc.  (a  processing  house)  . 
and  also  have  been  addressed  by 
management  consultant  foe  Fisch- 
bach, who's  helped  install  tomput 
ers  in  several  major  agencies. 

These  sales  briefings  are  part  of  a 
Igrowing  recognition  that  EDP  s\s 
ictus  will  have  a  big  pari  in  hand 
ling  tomorrow's  broadcast  business 
Fhough  the  media  analysis  and 
selection     possibilities     have     been 


.rial 


widelv  publicized,  main  other  roles 
are  possible  for  EDP  equipment. 

Madison  Avenue  todav  is  alreadv 
using  them  in: 

•  1  st  imating  &  billing 

•  Media  selection  &  intermedin 
comparison 

•  Paving  media,  and  handling 
agency  payrolls 

•  Sales  analysis,  pilot  testing, 
and  coverage  analysis. 

Within  ad  agencies  there's  still 
wide  opinion  divergence  on  how 
Ear  the  computer  can  replace  ot 
aid  the  human  buyer.  BRIM)  has 
its  "lincai  programing"  system  in 
operation,  but  according  to  Herb 
Manclovcg  and  I'd  I'apasian  there's 
no  actual  buying  done  via  the  ma- 
chines. The/re  trying  to  employ  it 
lor  broad  media  selection:  1. 1'  i^ 
odiciallv  in  the  trial  stage  although 
several   BBDO  clients  have  used  it 

\t  Young  &  Rubicam,  the  "high 


II 


sponsor  i  ji  i  v    196:; 


iss.iv     svsirm   is   used   10  evaluate 
complex  spot  iv  schedules,  but  .iv 

soc  iale  dhce  toi     loin  1  vm  h  enipha 

sises  thai  personal  contaci  between 
buyei  mu\  seller  remains  ol  ion 
tinuing   importance. 

A  cross  sec  t  ion  ol  agency  though) 
on  the  problem  was  given  to  R.KO 
General  in  a  recent  briefing  b)  Data 
Inc.  Conservative-minded  admen 
ai  N.  \\  Vyej  told  \y<\A  lm 
they'd  been  investigating  automa- 
tion   lol    tWO    M  .ih:    Spot    e\pel  l- 

I  ol  li.iu  v  have  got  beyond  the-  in- 
quiry  Stage  and  e\pec  I   to  be  OD 

with    theii     1  I'M     computei     this 
month. 

Benton  v  Bowles — the  sixth 
gest    broadcast    shop    1 1--    year — is 
presently    operating    in    a    limi 
Fashion  on  media  applit  ations, 
(  ompton  is  running  an  implemi 
tation  test. 


l^an  hour 

staffs  your  station 

with  I G  M 
SIMPLIMATION 

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I  G  M  SIMPLIMATION 
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H'"       NOW! 


TIMEBUYER'S 
CORNER 


Media  people: 
what  they  are  doing 
and  saying 


Follow-u]>  report:  Mar)  Meahan  will  join  Kudner  (New  York)  in 
the  agency's  new  offices  at  605  Third  Avenue  in  mid-July,  where  she 
will  he  ;i  senior  media  buyer.  She  is  leaving  Fuller  &  Smith  &  Ross 
(New  York),  where  she  holds  the  same  title  and  buys  lor  the  Lestoi] 
and  Clorets  accounts.  She  will  replace  Maria  Carayas,  who  left  kud 
ner  the  middle  ol  June  (TIMEBUYER'S  CORNER  24  fune).  Mar) 
will  buy  for  the  General  Telephone  <v  Electronics,  Sylvania,  Fishei 
Body,  and  Goodyear  accounts  in  hei  new  position  at  the  Captain's 
Wheel  agency.  Other  F&SfcR  alumni  who  switched  to  Kudner  this 
year:  Don  Leonard,  v.p.  and  media  director;  and  Dorothy  Shahinian, 
media  department  administrative  assistant. 

At  McCann-Erickson's  San  Francisco  office:  Frank  Regaldo,  with 
the  agenc)  16  years,  upped  from  broadcast  media  director  to  director 
ol  media  services.  Marian  Monahan  named  media  director  for  t\ -radio, 
and  Ann  Mescherv  assistant  tv-radio  buyer. 


High  noon  in  New  York 

\t  a  sun-speckled  luncheon,  (1-r)  Schwab,  Beaux  v  Portei  assisiani  radio- tf 
director  Rae  Elbroch,  \d.nn  Young  account  imi  Lew  Krone,  antl  KIOX 
(Los  Angeles)  vice  pus.  and  general  manage]  Dick  Schofield  discuss  coun- 
n\  and  western  musii   and  programing  and  it-,  appeal  to  the  adull   audience 

Buyer  makes  a  move:  Bob  O'Connell  is  now  buyei  loi  Lincoln- 
Mercury  at  Kenyon  8c  Eckhardl  (New  York).  He  was  broadcasi  buyq 
at  D'Arcy  (New  York)  on  the  Gerber  baby  footls  account. 

News  from  Papert,  Koenig,  Lois  (New  York):  Paid  Steinhackcr  hai 
been  appointed  buyer  on  the  Xerox,  Martin  Marietta,  Dutch  Masters 
and  Harvester  Cigar,  Clark  Oil  V  Refining,  and  New  York  Herald 
Tribune  accounts.  Paul  was  formerl)  with  BBDO  (San  Francisco  m 
previously  reported  here  (TIMEBUYER'S  CORNER  27  May),  Joi 
McCarthya  with  l'KL  two  years,  was  upped  to  media  supervisor.  Merc 
is  an  up-to-date  list  ol  the  accounts  he  has  been  assigned  to:  Harvests 
and  Dutch  Masters  Cigars,  Simplicity  Patterns,  Clark  Oil  v  Refininf 
.md  the  New   York  Herald  Tribune. 


10 


SPONSOR     I     nil     |% 


^TIMEBUYER'S 
CORNER 


What's  doing  in  the  Wind)  City:  SuElen  rhomaa  is  nov  with  the 
Chicago  office  ol  VfcCann  Erickson  as  a  timebuyer.  She  held  the  same 
>4 >^ i t it >n  with  Compton,  when  she   bought  l<>i   the   Mberto-Culvei  a< 

ouiu.  .huI  slu  h.is  .iNo  been  with  I  r<>  Burneti  and  Gram  Advertising 

On  the  Wesi  Coast:  Martin  Schwager,  who  was  media  directoi  ai 
tCenyon  &  Eckhardi  (l<>->  Angeles)  li.is  lefl  the  agenc)  i<>  join  Hun) 
bods  &  liiilusii  ics  (Fullerton,  Calif.)  .is  media  supervisor. 

More  from  I. .A.:  Harold  Ballman,  who  was  i  buyei  al  BBDO,  has 
>een  promoted  to  media  directoi  at  the  agency's  Los   Angeles  office. 

From  north  ol  the  border,  up  Canada  way:  Ken  Hughes  was  tipped 
oi.idiou  directoi  al  McConnell,  Eastman  (Winnipeg).  Lilian  Main 
vho  was  a  timebuy  al  the  uim  agency,  has  been  elevated  i<>  assistant 
idio-tv  dii  e<  toi . 

On  the  New  York  scene:    Mildred  Taxman  has  joined  Frank-Gar) 
Thomas  ;is  media  diretcor,  and  is  now  handling  the  Lovable  bra  ;u- 
ount  among  others.    Mildred,  .1  veteran  buyer,  has  in  the  p.isi  been 
villi  Lestei    Harrison,   Inc.,  Weiss  &  Geller,  and  Ogilvy,   Benson    s 
Lffather. 


Hal  Miller:  "Hey,  Meyer!" 


.1 

asM 

Itfi 

J 

it 


Grey  (New  York)  v. p.  and  media  director  Hal  Miller  is  a  dynamic 
man  of  definite  opinions  with  an  utter  inability  to  remember 
names.  His  fellow  workers  finally  learned  to  disregard  his  fail- 
ing, and  have  become  accustomed  to  being  addressed  as  "Hey, 
Meyer!"  However,  when  the  salutation  becomes  "Hey,  Bobo!"  be 
careful,  Hal  is  displeased.  With  Grey  three  years,  Hal  was  v. p. 
and  manager  of  media  at  Ben- 
ton &  Bowles  for  six  years, 
head  of  the  media  analysis  op- 
eration at  the  Biow  Co.  for 
eight  years  before  that.  He 
began  his  career  in  sales  re- 
search with  the  Seagram  Co., 
spent  seven  years  attending 
City  College  of  New  York  eve- 
nings as  a  marketing  and  sta- 
tistics major.  He  says  he's 
aware  that  too  often  the  media 
analyst  hears  a  voice  in  the 
wilderness  yelling,  "you've 
never  bought!"  But  he's  found, 
having  been  in  analysis  and 
buying,  that  the  basic  tenets 
of  media  research  hold  true  for 
good    media    buying.     Hal    is 

against  taking  the  easy  way  out  in  buying— sticking  to  the  rou- 
tine without  ever  deviating.  He  says,  "to  do  a  better  job,  and  to 
get  ahead,  it's  not  enough  just  to  do  what's  requested;  it's  impor- 
tant to  find  out  what's  going  on,  ask  questions,  want  to  know, 
and  be  interested  and  alert  24  hours  a  day."  Hal,  wife  Florence 
and  sons  Norman  and  Howard  live  on  Long  Island. 


1963 

edition  off 
the  press! 

SPONSOR'S 

5-CITYTV  RADIO 

DIRECTORY 


.  .  just  about  every 
'phone  number  you  need 
in  these  five  big  cities 
is  in  SPONSOR'S 
5-CITY  TV/RADIO 
DIRECTORY. 

Networks,  groups,  reps,  agencies, 
advertisers.  Film,  tape,  music  and 
news  services.  Research  and  promo- 
tion. Trade  associations  (and  even 
trade   publications). 

All  in  the  convenient  Docket-size, 
for  only  $.50  per  copy;  10  copies,  $.35 
each;  50  copies,  $.25  each. 

SPONSOR 


555  Fifth  Avenue.  N.  Y.  17 


'0NS0R   l    )m    1963 


II 


COMMERCIAL 
CRITIQUE 


Trends,  techniques,  new 
styles  in  radio,  tv 
commercials  are  evaluated 
by  industry  leaders 


"T"  IS  FOR  "TAPE"-AND  THAT  SPELLS  TROUBLE! 


By  A.  CARL  RIGROD 

Oh,  Tape,  Poor  Tape!  They've 
Hung  You  in  the  Closet  and  We're 
Feeling  So  Sad! 

Who  are  "they?"  Why  they're 
the  same  characters  who  laughed  at 
Christopher  Columbus  when  he 
said  the  world  was  round  .  .  .  opined 
it  was  just  a  passing  fad  when  Al 
[olson  sobbed  out  "Sonny  Boy"  in 


Laboratories  and  Dr.  Scholl. 

But,  with  suitable  apologies  to 
our  close'friends  along  film  row,  we 
think  there's  an  exciting  New 
Frontier  waiting  in  the  vast,  un- 
charted stretches  of  Videotapeland. 

So  how  come  everybody  isn't 
rushing  in  to  stake  a  claim?  Well, 
maybe  it's  that  old  fear  of  the  tin 
known. 

Let's  face  it.    Most   agency   pro 


Chocolate  Mint 


it 


* 


I 


Bright  and  cheerful  Cookie  Pops 

Vrnold,  regional  advertiser  whose  Cookie  Pops  commercial  took   1st  prize,   chil 
ill  en's  market,  at   1962  TV  Commercials  Festival,  is  firm  supporter  ol   videotape 


sound  .  .  .  and  shrugged  off  tv  as 
a  shadow  box  novelty  that  could 
never  replace  the  Roxy. 

Their  latest  flash  is  that  video- 
tape is  for  fine  network  programs, 
assorted  delayed  telecasts  and  sim- 
ple stand-up  commercials  —  but 
when  it  comes  to  real  tv  commen  ial 
production,  you  have  to  stay  with 
film! 

Cast  a  dissenting  vote  from  Dona 
hue  &  Coe.  We  love  film — but.  oh 
you  tapel 

Right  now,  we've  got  film  com- 
mercials in  varying  states  of  work 
for  such  diverse  clients  as  Corn 
Products,  Dell  Publications,  Squibb 


1L> 


diners  are  comfortable  with  film. 
They've  used  it — and  with  some 
wonderful  results  artistically  and 
commercially — ever  since  advertis- 
ers learned  thev  could  move  goods 
via  the  so-called  small  screen. 

There  are  genuine  advantages  to 
commercials  created  on  film.  Pure 
animation  is  still  primarily  a  niattei 
of  film.  So  is  stop  motion.  So  is  lo- 
cation shooting  in  faraway  places — 
lite,  for  example,  those  virgin  fields 
of  snow  where  we  love  to  shoot 
skiers  smoking  our  favorite  brand 
of  cigarettes.  (It  is  kind  of  hard 
to  load  a  tv  camera  on  the  back 
of  a  skier  schussing  down  a  moun 


lain,  as  we  did  lot   U.  S.   robacco'l 
Ski  Cigarettes.) 

Nevertheless,  just  turn  the  coin 
to  the  tape  side — and  you  find  a 
host  of  advantages  that  you  just 
can't  ignore,  such  as: 

1.  Superiority  of  image  in  tape's 
"live"  quality; 

2.  Instant  production  control  \i.i 
immediate  playback: 

3.  Time-saving  through  virtual 
ly  instantaneous  completion  and  de- 
livery of  subjects  (Example — Re- 
cently, two  commercials  for  MGMJ 
"How  the  West  Was  Won"  wen 
written  at  2:30  p.m.  and  on  the  ai 
on  five  stations  the  next  morning!) 

4.  Lower  cost  in  many  instances, 
In  all  fairness,  this  is  no  longer 
constant  factor.  When  the  A-B  Rol 
technique  is  used  for  example,  th 
cost  is  competitive  with  film  and 
incidentally — so  is  the  flexibilit 
of  production. 

Agencies   will    find   a   variety 
tape  innovations — all  of  them  e: 
citing   and    rewarding    in    the    en 
K-sults,  as  we  have. 

For    example,    Arnold    Bakers- 

which  puts   the  major  part   of  its 

(Please  turn  to  page  60) 

A.  CARL  RIGROO 


A  \.p.  in  charge  of  tv.  radio  and 
motion  picture  production  for 
Donahue  8c  Coe.  Rigrod  has  been 
active  in  all  phases  of  communi 
cations.    He  was  a  director  of  tv 

radio    for    RK.O    Radio    Pictures, 
feature  writer  for  Universal  Pic 
tures.  rewrite  man  lor  the  Boston 

American,  and  the  New  York 
Daily  News.  A  member  of  the 
Motion  Picture  Academy,  the  Tv 

Academy,  and  the  Directors 
Guild  of  America.  Rigrod  was 
awarded  a  "first"  at  American 
Ckjmmerc  i.ds  Festival  in  19(51. 


SPONSOR    I    jti.v    196! 


WASHINGTON  WEEK 


News  from  nation's 
capital  of  special 
interest  to  admen 


"^C^  Sen.  Maurine  Neuberger  has  gone  after  cigarette  advertising  where 
Sen.  Moss_[_  bill  to  put  smokes  under  FDA  controls  left  off. 
Withdrawal  of  cigarette  advertising  from  campus  promotion  is  a  step 
in  the  right  direction,  Mrs.  Neuberger  says,  but  she  has  giant  stride:;  in 
mind,  modeled  after  British  cigarette  advertising  curtailment  program. 
Latter  is  by  voluntary  compliance,  but  Mrs.  Neuberger  wants  U.  S.  program 
to  be  further  regulated  by  government. 

Debut  of  the  long-awaited  Surgeon  General's  study  on  smoking,  ex- 
pected by  late  fall,  would  launch  Neuberger  plan  for:  a  new  FTC  rule  re- 
quiring cigarette  advertising  and  tv  commercials  to  warn  of  hazards  in 
smoking;  a  massive  anti-smoking  educational  campaign  on  tv  and  in  print  ; 
research  into  making  cigarettes  harmless. 

'jf^f   These  are  openers :  additional  Neuberger  legislation  would  ban  dis- 
tribution of  free  cigarettes  to  minors  ;  require  package  label  warn- 
ing of  nicotine  and  tar  content  under  FDA  supervision. 

Increased  taxes  on  cigarettes  would  finance  the  research  and  the  tv 
and  other  programs  warning  of  dangers  of  smoking. 

■^-■^  NAB  Board  meetings  held  here  last  week  were  expected  to  get  into  tv 
cigarette  advertising  question,  either  on  or  off  the  record. 
NAB  president  LeRoy  Collins,  sympathetic  to  curtailing  youth  and 

glamor  appeal  in  cigarette  commercials,  had  hoped  to  use  Surgeon  General's 

report  on  smoking  during  Board  meetings.  Lacking  it,  Collins  said  he 

would  probably  bring  up  the  question  anyway. 

Increasing  hue  and  cry  may  have  made  it  imperative  even  for  opposing 

Board  members  to  tolerate  the  item  on  the  agenda,  and  hear  Collins  urge 

broadcasters  and  advertisers  to  get  the  cigarette  commercials  off  the 

youth  kick  theme  voluntarily. 

Jfjt   Fuil  disclosure  of  sample  size  and  similar  data  is  safest  course  for 

broadcasters  and  advertisers  to  follow  in  use  of  audience  rating 
measurements  until  industry  standards  are  set  up. 

FCC  Chairman  E.  William  Henry,  and  House  Investigations  Subcommit- 
tee Chairman  Oren  Harris  agreed  on  this  at  recent  hearing.  Henry's  mild 
statement  of  faith  in  broadcaster  self-regulation  in  ratings  area  was 
quite  a  contrast  to  recent  tough  warnings  by  the  Commission  on  misuse  of 
ratings  to  exaggerate  station  market  claims. 

Regulation  would  be  a  last  resort — and  along  the  lines  of  full  dis- 
closure, Harris  said.  Chairman  of  the  rating  probers  suggested  an  hour- 
long  documentary  by  broadcasters  explaining  the  facts  of  rating  life  to 
station  listeners  and  viewers. 

FCC  Chairman,  not  unnaturally,  agreed  with  enthusiasm.  It  remains  to 
be  seen  whether  nets  or  independents  will  leap  to  the  challenge-each  for 
their  own  reasons. 


SPONSOR/1   july   1963 


THE  TWO  F 


ADVERTISING 


It's  one  of  the  enigmas  of  the  human  mind  that  most  men 

who  sell  advertising  do  not  "buy"  their  own  philosophies.  They  have  another 

face  for  this  occasion. 

Tho  there  are  exceptions,  of  course,  (and  we  number  some  of  them  among 
our  clients)  the  broadcast  industry,  as  a  whole,  is  a  perfect  case  in  point.  Last  year 
it  "sold"  over  $2,200,000,000  worth  of  radio  and  tv  time.  It  "bought"  an 
estimated  7-million  dollars  worth  of  trade  paper  advertising;  an  expenditure  of 
about  one-third  of  one  percent  of  total  sales.  It  may  have  matched  that 
expenditure  for  local  advertising— bringing  the  grand  total  up  to 
two-thirds  of  one  percent. 

It  advocates  the  concept  that  industry  should  allocate  three  to  five  percent 
for  promotion  but  it  "buys"  about  20°o  of  what  it  "sells". 

We  wonder  what  would  happen  to  the  broadcast  industry,  itself,  if  other 
industries  used  their  ratio.  Thank  Heaven  it's  not  likely. 

But  more  important— we  wonder  why  more  broadcasters  do  not  realize 
that  if  they  can  do  so  well  with  so  little,  what  an  enormous  potential  there 
actually  is  out  there— and  what  successes  might  be  achieved  if  the 
industry  "really  believed"  in  advertising  and  allocated  the  same  budget  for 
themselves  that  they  so  loudly  proclaim  for  others. 

The  stakes  are  a  piece  of  $10,000,000,000  (ten-billion)  more  American  dollars. 


JAY    VICTOR    &    ASSOCIATES.    NEWARK.    NEW    JERSEY 


SPONSOR-WEEK     Advertisers  and  Agencies 

Solon  calls  ad  industry  to  arms 


Advertising  itself  is  under  the 
gun  in  Washington,  with  175  bills 
presenth  before  Congress  to  regu- 
late the  industry,  the  Advertising 
Assn.  of  the  West  was  told  in  Los 
Angeles  last  week  by  Rep.  Bob 
Wilson  of  California,  chairman  oi 
the  Republican  Congressional 
Committee,  who  sounded  a  call  to 
arms  for  all  agency  people. 

He  said,  "Not  all  advertising, 
you  understand,  just  that  segment 
that  represents  private  enterprise. 
Government  advertising  is  boom- 
ing. .  .  It's  simple.  If  it  is  good  for 
business,  it's  bad  for  public  inter- 
est. If  it  makes  government  grow, 
then  it  must  be  good  all  the  way 
around.  Bigness  is  good  in  federal 
land,  evil  in  free  enterprise." 

"Not  only  are  your  clients  in  the 
breach  to  defend  their  right  to  do 
business,  to  salvage  something  for 
the  future,  but  your  very  profes- 
sion itself  is  threatened."  Wilson 
asserted.  "Now  let  me  tell  you  this 
word  regulate  is  one  you'd  better 
watch,"  he  said.  "The  favorite  en- 
tering wedge  of  those  who  operate 
under  the  cloak  of  self-declared  in- 


terest in  the  public  interest  is  regu- 
lation." 

Wilson  said  the  regulators  are 
after  advertising  "through  the  de- 
vious means  of  attacking  the  label- 
ing of  products.  Tucked  away  in 
a  bill  now  before  the  Senate  is 
language  which  would  give  blanket 
power  to  administrative  agencies 
of  government  to  control  advertis- 
ing and  marketing  of  products. 
These  are  unprecedented  powers." 

He  also  noted  that  during  the 
next  18  months  "unprecedented 
pressure"  will  be  exerted  on  the 
communications  media,  "primarily 
radio  and  tv.  Dependent  for  li- 
censes on  the  federal  government," 
he  said,  "stations  and  networks  are 
prime  targets  for  the  no-holds- 
barred  operators."  (Ed.  note:  net- 
works aren't  subject  to  license.) 

Citing  the  current  emphasis  on 
stations'  program  content,  Wilson 
said  this  is  resulting  in  "a  rash  of 
federally  slanted  programs,  noting 
a  recent  announcement  that  Rob- 
ert Taylor  will  star  in  a  series 
"glorifying"  the  Dept.  of  Health. 
Education  8c  Welfare,  another  ser- 


Mighty  Meaty,  Matey 

This  inspired  alliteration,  introduced  on  a  comic  commercial,  is  sending  meat-loving  Britons 
to  markets  in  droves  for  a  package  of  Dring's  Pork  Sausage,  according  to  Gardner  Advertising 
whose  English  affiliate  Butler  &  Gardner  Ltd..  dreamed  up  titillating  tv  campaign  for  the  product 

in 


ll 
I 


ies  in  the  works  on  the  State  Dept., 
and  another  skein  is  due  "glorif\ 
tng  the  administration's  last  politi- 
cal campaign."' 

He  added  that  new  FCC  chief 
E.  William  Henry's  call  for  more 
public  service  time  means  that 
"government  propaganda  mills  will 
be  turning  out  spots  and  films  at  a 
furious  clip,  with  all  to  be  'offered' 
to  stations  for  allegedh  optional 
use.  "You  know,"  said  Wilson. 
"what  happens  at  license  renewal 
time  to  those  who  do  not  choose 
to  'cooperate.' 

"I  don't  believe  you  in  the  ad- 
vertising field  are  going  to  watch 
your  livelihoods  being  taken  awav 
without  a  fight  .  .  .  You've  got  to 
get  angry  with  people  .  .  .  who 
accuse  you  of  stirring  up  natives 
with  artificial  wants  .  .  .  You  just 
have  to  stop  being  the  good  guvs 
and  become  defenders  of  your  own 
future." 

"You  must  not  only  defend  your-j 
selves,"  said  Wilson.  "You  must  de- 
fend the  system  that  allows  you  to 
work  intimately  with  business  and 
labor  in  a  climate  of  free  competi- 
tion. We  have  more  material,  cul- 
tural, and  spiritual  benefits  than 
an)  other  civilization  ever  dreamed 
possible.  Advertising  plaved  a  ma- 
jor role  in  all  of  it." 

He  urged  the  industry  to  watch 
closely  for  attacks  on  advertising: 
read  all  the  informational  journals 
available:  be  sure  each  national 
group  is  channeling  plenty  of  in] 
formation  down  on  what  various 
proposed  laws  would  do;  keep 
track,  of  congressmen  and  senators, 
getting  them  to  commit  themselves 
on  how  they  feel  about  every  quea] 
tionable  bill;  write  letters  to  news 
papers  and  magazines  when  unwar- 
ranted attacks  on  advertising  ap 
pear;  stir  up  interest  among  re 
latcd  business  firms  and  clients. 

More  use  of  tv  in  '62 
boosts  Schlitz  sales 

Anheuser-Busch  remained  the 
numbei  one  brewery  in  terms  of 
sales  last  year,  but  found  Schlitz 
breathing  down  its  neck  .is  a  result 
of  the-  lattei  company's  more  exten- 
sive increase  in  advertising  expen- 
ditures,  inostK    channeled    into   tv. 

SPONSOR    1     [ULY    1963 


: 


T_ 


Cat's  cavorting  results  in  in-grown  lawn 


Heritage  House  Products,  of  Philadelphia, 
which  in  the  spring  became  one  of  the  first 
lawn  products  companies  to  undertake  a  satu- 
ration spot  tv  campaign-43  stations  in  30 
markets-has  come  up  with  what  it  feels  is  an- 
other first  in  its  industry-sponsorship  of  a  fall 
network  show.  The  initial  spot  drive  was  used 
to  introduce  the  newly  organized  firm  to  the 
public,  and  proved  so  successful  that  Heritage 
House,  via  Wermen  &  Schorr  of  Philadelphia 
decided  to  see  what  new  heights  it  can  hit 
through  network  tv.  It  will  co-sponsor  the  NFL 
Hall  of  Fame  football  game  between  the  Cleve- 


land Browns  and  Pittsburgh  Steelers  on  CBS 
TV  8  September  from  Canton,  0.,  using  its 
commercials  to  promote  seed  and  lawn  food 
primarily.  Decision  to  back  a  gridcast  was 
made,  says  Heritage  House  advertising  direc- 
tor William  J.  Connelly,  Jr.,  because  "it  is  well 
established  that  the  man  of  the  family  buys 
seed,  fertilizer,  and  other  lawn  aids,  and  that 
fall  should  be  the  time  that  the  home-owner 
does  his  major  lawn  planting  and  renovating, 
since  fall  is  the  time  grass  in  nature  repro- 
duces itself."  The  commercials  star  "Jester," 
a  Siamese  cat.  First  shooting  took  place  in 
Princeton,  N.  J.,  but  a  cold 
snap  forced  a  move  to  Bir- 
mingham. However,  difficul- 
ties with  Jester  chasing  but- 
terflies caused  a  move  back 
to  N.  J.,  where  a  lawn  was 
grown  inside  a  studio  to  pre- 
vent such  intrusions.  The 
script  called  for  Jester  to 
knock  over  a  box  of  Heritage 
House  seed,  so  it  would  pour 
out  naturally  before  the  tv 
audience.  To  increase  the 
cat's  interest  in  the  project, 
a  shrimp  was  placed  inside 
the  seed  box.  A  smooth 
shooting  followed.  The  first 
drive  utilized  one-to-three 
stations  per  market  in  the 
East  and  Midwest,  via  min- 
utes, 30's.  and  ID's. 


SPONSOR  WEEK  |  Advertisers  and  Agencies 


Even  first-graders  get  into  ratings  act 

The  first-grade  class  at  St.  Mary's  School  in  Bird  Island,  Minn.,  took  matters  into  their  own 
hands  recently  to  test  the  accuracy  of  weatherman  Don  O'Brien  of  Twin  Cities'  WCCO-TV  over 
a  12-day  period,  giving  him  a  star  each  time  he  was  correct  and  a  dot  when  he  wasn't.  O'Brien 
ended  up  with  ten  stars  and  two  dots,  plus  a  letter  of  commendation  from  members  of  the  class 


Of  the  top  ten  brewers,  Schlitz  was 
first  in  overall  advertising  at  $14,- 
223,960,  up  some  SI. 5  million  from 
1961,  with  63.2%  or  $8,984,876 
going  into  video  and  making  it 
first  there  also.  Its  tv  outlay  in- 
cluding distributors  was  $6,991,400 
for  s|>ot,  and  32,382,126  for  net 
work. 

The  top  ten  brewers  as  a  whole 
poured  $35,966,987  into  tv  in  '62, 
giving  it  55.9%  of  their  measured 
media  expenditures.  This  was 
27.7%  more  than  the  previous  year 
in  tv.  Their  overall  gross  time  and 
-•pace  billings  were  $64,386,511, 
against  $57,313,306  in  '61. 

Also  topping  Anheuser-Busch  in 
'f>2  tv  expenditures  was  Falstafl 
Brewing,  which  ranked  second  to 
Schlit/  by  putting  $6,016,174  into 
the  medium.  Falstafl  put  only  some 
$2.1  million  into  all  other  meas- 
ured media  last  year,  as  tv  garnered 
73.9%  of  its  ad  outlay.  Falstaff  was 
also  the  biggest  network  advertiser 
among  the  top  ten  brewers  last 
year,  budgeting  it   for  $3,415,614. 

Anheuser-Busch's  total  ad  expen- 
diture in  62  was  $13,090,203,  with 
only  41.8%  or  $5,467,288  going  to 
tv,  ranking  it  third  among  brewers 
using  the  medium.  Its  tv  dollars 
with  distributors  went  almost  en- 
tirely into  spot.  $5,577,190,  giving  it 


IS 


second  ranking  there. 

All  figures  except  sales  ranking 
include  distributors,  with  network 
totals  supplied  by  TvB/LNA-BAR, 
and  spot  by  TvB-Rorabaugh. 

Allport  booms  agencies 

An  advertising  investment,  in 
the  present  state  of  the  art  or  sci- 
ence of  research,  cannot  be  evalu- 
ated on  the  basis  of  sales — with 
very  few  exceptions — according  to 
ANA  president  Peter  W.  Allport. 
Addressing  the  National  Advertis- 
ing Agency  Network  last  week  in 
Newport  Beach,  Calif.,  he  told  the 
meeting  that  this  is  because  of  the 
many  variables  and  imponderables, 
such  as  price,  distribution,  and 
competitive  effort. 

But  on  the  oilier  hand,  Allpori 
stressed  that  the  communications 
it-suits  ol  advertising — the  degree 
and  extent  to  which  advertising 
has  influenced  thought,  emotion. 
:\nd  opinion — are  easily  measur- 
able. 

"Still,"  Allport  stated,  "the  in- 
dustry must  be  able  to  answer  the 
individual  businessman's  question. 
What  do  we  get  for  what  we  spend? 
When  we  can  do  this,  many  of  our 
othei  image  problems  will  evapo- 
rate. The  prime  responsibility  for 
finding    the    answers    mav    well    lie 


with  the  advertiser.    Aftei   all,  his 

dollars  are  at  stake.  But  advertis- 
ers need  the  help  ol  agencies,  Un- 
real advertising  pros.  Agencies  can 
best  determine  the  communica- 
tions goals  which  will  contribute 
the  most  to  achieving  the  advert™ 
er's  marketing  objectives.  And  the] 
have  the  research  skills  as  well." 

APPOINTMENTS:  Moll)  Corp.  to 
Geyer,  Morev,  Ballard  .  .  .  The 
Hi n ton  Co.,  manufacturers  of  pet 
lood  products,  to  Norman  Steen 
Advertising  Chicagoland 

Rambler  Dealers  Assn.  to  Powell, 
Schoenbrod  &  Hall  .  .  .  Upjohn 
Company  to  Robert  A.  Becker  for 
several  products  .  .  .  United  Audio 
Products  to  Kameny  Associates  for 
its  high  fidelity  components  .  .  . 
Arnold  Carpets  to  Vinti  Advertis- 
ing .  .  .  Avis  Rent  a  Car  Canada 
Ltd.  to  Doyle  Dane  Bernbach  (Can- 
ada) Ltd.,  effective  1  September, 
from  J.  Walter  Thompson  Ltd.  .  .  . 
Harry  C.  Weiskittel  Co.  to  S.  A. 
Levyne,  Baltimore  .  .  .  Dean  Witter, 
investment  and  banking  firm,  to 
J.  Walter  Thompson,  San  Francis- 
co, from  Albert  Frank-Cucnther 
Law  after  15  years,  effective  15  Oc- 
tober ...  A  new  line  of  low  calorie 
beverages  of  Canada  Dry  Ltd.  to 
the  Toronto  office  of  Young  &  Ru- 
bicam  .  .  .  Colgate-Palmolive  to 
Norman,  Craig  &  Kummel  for  all 
its  products  in  the  Caribbean,  ex- 
cept in  Puerto  Rico  and  the  Domin- 
ican Republic.  Advertising  will  lie 
directed  through  the  agenev  affili- 
ate, Lindo,  Norman.  Craig  .<:  Kum- 
mel Ltd.  in  Kingston.  famaicJ 
which  is  opening  a  new  office  in 
Port  Au  Spain,  Trinidad,  to  lacil 
itate  full  coverage  of  the  accoufl 
.  .  .  The  office  furniture  division  ol 
Hamilton  Cosco  to  Noble-Dun 
Nashville  .  .  .  Oualitv  Food  Centers 
a  new  corporate  enterprise  ol  five 
Seattle  supermarkets,  awarded  if 
$125,000  account  to  Lenneii  i 
Newell  .  .  .  Jack  Lang  Clothes  tc 
Ball  Associates.  Philadelphia  .  . 
H.  J.  Heinz  line  of  condensl 
soups  ($2  million)  to  Doyle  Dane 
Bernbach  from  Maxon.  which  wil 
continue  to  handle  advertising  fo 
all  Heinz  varieties  except  soup  ($■' 
million).     Star-Kist     Foods.     Hein 


SPONSOR 


)i  iv     196 


subsidiary,  will  remain  at  Leo  Bui 
iit-t  i 

CAMPAIGNS;  Zenith  Radio  Corp. 

of  New  York  will  go  .til  oui  to  pro- 
miiic  coloi  iv  receivers  during  |ul\ 
.Hid    Vugust,    using    25   announce 
men  .1  week  on  WNBC-TV,  in  ad 
diiion   to  newspapers,   Cue  maga 
/iiu',  billboards,  l>us  cards,  and  the 
joins  Beach  and  Lewisohn  Stadium 
concerts.     II    successful,    the   cam 
paign    uill    be  extended    into   1  hi- 
Kail  In  in  trod  u<  e  its  newesi 

addition  -Bett)  (  lro<  kti  1  oasted 
Coconut  Frosting  Mi\  General 
Mills  will  launch  .1  campaign  in 
|ul\  including  commercials  on  CBS 
rV  and  NBC  1  V  programs.  Vfaga- 
/iiK's  will  also  be  used.  Needham 
1  ou;n  \  lii 01 1>\  is  1  he  agent  j 

BEHIND  Tilt  SCENES:    Hoi   ofl 

the  puss  is  the  new  edition  ol  the 
'B;uk  Stage  Tv/Industrial  Film  8: 
I  ,i|)(  Directory"  issued  In  Back 
Stage  Publications,  155  Wesl  16th 
Sneet.  New  York.  The  72-page  di- 
■bcton  contains  special  articles  and 


detailed  listings  ol  film  producers, 
video-tape  funis,  musical  commei 
cial  producers,  and  advertising  agen 
( ies.  Complete  categories  ol  equip 
men  1  and  suppl)  houses,  and  sei\ 
k e  ( ompanies  in  the  i\ .  indusi  1  ial, 
.ind  ( ommen  ial  film  industi  j  are 
contained  in  the  new  edition.  It's 
available  i"i  sl  on  newsstands  01 
from  the  publishei 

EXPANDING:     McCann-Erickaon 

International  has  taken  ovei  Rues 
(as  Publicidad  ol  Madrid  -n\d  Bai 
celona  and  will  operate  the  ageno 
as  a  wholly-owned  subsidiary.  I  In 
Ruescas  stall  "I  62  will  form  the 
core   ol    the   new    agent j      Sevei  al 

\l(  (  .11111  1  1  i(  kson   Inlein.iiional  e\ 

ecutives,  in  mh  li  specialities  as  re 
search,  marketing,  and  creative  ad 
vertising,  are  currently  visiting  the 
Ruescas  McCann-Erickson  offices  to 
conduct  orientation  seminars  .i\u\ 
personnel  training  .  .  .  l.an\  \\ 
Scott  has  joined  R.  Jack  Scott,  Inc. 
as  executive  vice  president.  He  was 
former!)   a   principal  of   Hill     Rog- 


et s.  Mas. .11  and  Scott.  In  addition 
rhomas  P,  (>'(  onnell  ind  Lou 
Sargent  will  be<  ome  pi  ini  ipals  in 
1  he  agent  j .  1  he  nunc  1  >i  m  hi<  h  w  ill 
he  ( hanged   to  Scot!    s   s(  .itt 

(.ie\     tdvei  lising  his  foi  uied    in   in 

dependent    subsidiai  s    In  m,    <  ■ 

I'uhlu   Relat ions.  Inc.,  with  n s  (  ui 
Kin  vi< e  pi esident  [01  publii   rela 
nous  and  men  handising  s.  1 
\\  11  nil   \v    s(  hwed     as  president 
Bi  ginning  I  fuly,  the  new  fii m  w ill 
handle  assignments  foi  Grey  clients 

A\\i\  outside  .11  (  OUnl  S  al  I   ilies 

Sei  \  k  e  ( o.  .i(  quired  assets  ol    I 
nessee   (  orp    and,    in    <  ompliant  1 
with   a   ( onsen)    do  1  ee   negol  iated 

with  tin    I )(  p.u  inn  lit  ol    |usli(  e,  has 

hc(  ome  the  sole  ow  net  ol  Petroleum 
( iheuiu  als.  1 1 1  ( .  In  |)iiK  hasing  tin 
I")' ,  ininoi it\  interest  previously 
held  b)  ( lontinental  Oil  .  . .  Phih <> 
Corp.  has  purchased  the  fohn  M 
\I.  Ottei  Companies,  independent 
Philco  disti ibutoi s  in  Philadelphia, 
\(  w  Yoik.  .uul  Newark,  and  will 
operate  them  .is  Phil<  0  Disti  ibutoi  s 

Inc.,   hi  am  lies. 


Light-hearted  ad  plumping  for  money 


Tv  stations  across  the  country  are  receiving 
new  "fast  cut"  spot  prepared  by  N.  W.  Ayer 
&  Son  tor  The  Council  for  Financial  Aid  to 
Education,  themed  on  "College  Is  America's 
Best  Friend."  Available  in  b&w  or  color,  in  60, 
30,  20,  and  10-second  versions,  the  commer- 
cial is  done  in  a  light-hearted,  friendly  mood  to 
build  acceptance  for  an  appeal  for  money. 
Original  music  in  the  background  punctuates 
the  copy  points.  The  commercial  was  prepared 


for  the  non-profit,  college-aiding  agency  by 
Ayer  as  a  voluntary  effort  in  association  with 
the  Advertising  Counsel,  and  the  drive  is  being 
coordinated  by  General  Electric  vice  president 
Willard  H.  Sahloff.  Newly  elected  CFAE  chair- 
man is  Neil  H.  McElroy,  Procter  &  Gamble 
board  chairman.  Almost  every  visual  technique 
is  used  in  the  spots:  woodcuts,  engravings,  orig- 
inal water  color  artwork,  animation,  film  clips, 
and  graphic  effects. 


PONSOR 


H  1 1    1963 


SPONSOR-WEEK     Advertisers  and  Agencies 


NEW  AGENCIES:  Three  formei 

senior  vice  presidents  of  Klau-Van 
Pietersom-Dunlap,  Milwaukee,  have 
gotten  together  to  form  a  new  shop 
which  will  provide  complete  mar- 
keting services,  including  advertis- 
ing, sales  promotion,  merchandis 
ing,  public  relations,  product  pub- 
licity, sales  tools  and  literature, 
and  audio-visual  aids.  Principals 
are  E.  E.  Cooper,  C.  L.  Strock,  and 
Thomas  F.  Scannell,  Jr.  .  .  .  Two 
former  senior  officers  of  Biddle  Ad- 
vertising, Bloomington,  111.,  have 
formed  a  new  Chicago-based  agen- 
cy, E.  H.  Russell,  McCIoskey.  Agen- 
<\.  which  becomes  active  today,  has 
an  estimated  $2  million  in  billings 
.  .  .  Allee  Hatfield  Associates  or- 
ganized at  1650  S.  Harbor  Boule- 
vard, Anaheim,  Cal.,  by  Charles 
Mice  and  Carl   Hatfield,    Jr.,  with 


the  latter  as  president.  Alee  is 
former  tv  director  of  KTTV,  Los 
Angeles,  and  Hatfield  was  public 
relations  director  for  the  city  of 
Anaheim. 

G&R   INCORPORATES:   Gray  & 

Rogers,  Philadelphia,  is  changing 
from  partnership  to  corporation, 
effective  today.  Jerome  B.  Gray, 
founder  of  the  agency  and  corpo- 
ration president,  said  the  change  is 
being  made  because  "the  restric- 
tions of  a  partnership  denied  many 
younger  employees  a  voice  in  man- 
agement and  an  opportunity  to 
share  in  the  growth  of  the  agency 
through  stock  ownership."  All  for- 
mer partners  will  be  senior  vice 
presidents;  department  heads  and 
associate  heads  will  become  vice 
presidents:  and  stock  will  be  held 


Washington  Ad  Club  picks  Paro 

Elected  to  a  three-year  term  on  the  board  of  the  Advertising  Club  of  Metropolitan  Washington, 
WRC-TV  station  manager  Tom  E.  Paro  talks  with  Carole  Randolph,  who  campaigned  for  his  election 


Mi 


initially  b\  33  key  employees  who 
have  been  with  the  agency  for  five 
years  or  more. 

NEW  QUARTERS:  Marketing 
Impact  Research  opened  larger 
New  York  offices  at  515  Madison 
Avenue  .  .  .  Magnavox  moved  part 
of  its  executive  offices  into  New 
York,  in  the  Union  Carbide  Build- 
ing where  it  also  occupies  a  half- 
block  of  store  space  facing  Madison 
Avenue  for  its  product  showroom 
.  .  .  Booming  business  and  a  fast 
growing  personnel  roster  have 
forced  Frank  B.  Swadon  Co.  to 
move  from  the  luxurious  penthouse 
offices  in  the  Fuller  Building  to  the 
sixth  flooi  a i  8  West  57th  Street, 
New  York. 

PERSONNEL    NOTE:    James    I. 

Scott  has  opened  a  placement  serv- 
ice for  those  interested  in  radio,  tv, 
publishing,  advertising  agencies, 
broadcast  representation,  art  and 
recording  studios.  Company,  lo- 
cated at  3600  West  Alabama,  Hous- 
ton, will  serve  Texas,  Louisiana. 
Oklahoma,  Mississippi,  and  major 
markets  in  Alabama  and  Georgia. 

MERGER:  Cappy  Ricks  &  Asso- 
ciates, Seattle,  has  consolidated  with 
Botsford,  Constantine  &  Gardner, 
adding  approximately  §1  million 
in  ad  volume  to  BC&.G  and  bring- 
in"  consolidated  agency's  total  bill- 
ing to  about  S10  million.  Cappy 
Ricks  will  become  a  senior  vice 
president  of  BC&.-G  and  will  be  Se 
attic  office  manager  .  .  .  Facts  Con 
solidated,  national  market  research 
firm  based  in  Los  Angeles,  estafl 
lished  New  York  offices  by  absorbs 
ing  ARB  Surveys.  Both  companies 
are  divisions  of  C-E-I-R.  Inc.  Fact* 
Consolidated  in  New  York  will  be, 
at  1 18(i  Avenue  of  the  Americas. 

KUDOS:  Fran  Riley,  paitnei 
of  MacColl-Riley  Associates.  Xev 
York,  became  the  fourth  woman  u 
be  cite  ted  president  of  the  Publics 
Club  ol  New  York  in  its  2.'v\ea 
history.  She  assumes  office  1  July 
succeeding  Ted  Cott,  president  o 
led  Cotl  Associates  .  .  .  Robert  E 
Kilgore,  president  of  Gia\  v  k.il 
gore,  Detroit,  succeeds  William  I 
Sanborn,  president  of  Winius  r.i.u 

SPONSOR/ 1   july   196, 


fell 


don,  St.  Louis,  as  presideni  oi  Con 
tinentul  Advertising  ^geno  Net- 
wot  k.  the  ii. ii ion  w  ide  gi oup  oi 
marketing  and  advertising  agencies 

i 


11  the  l f.  S.  .md  Canada  with  bill 
ings  approximating  |95  million 

WOUND  COMMERCIALS:  Don 

Pedderson     Commercial      Produo- 

lions,  I  lollywood,  opened  offices  in 

New  York  and  Detroit,  in  line  with 

expansion   plans.    Jack    Rose   will 

be  hi  (  harge  ol  the  New  Vork  opei 

uiuii  and  Jerrj  Raffei in  will  helm 

lie  Detroii  office  .  .  .  Julius  Edel- 

man  appointed  exe<  utive  vice  presi 

ileni       and      produ<  ei  dhec  tOI       oi 

\Ii(  ke\  Sthwarz  Produ<  nous.  Edel 

Ban  was  at  Ted  Hates  where  he  was 

MKxluction  group  supervisoi  work 

Bg  "ii  sin  (1  accounts  as  Brown  & 

Williamson.     Colgate,      American 

Chide,  and  Mobil  Oil.    John  Cril- 

lulis  has  been  named  vice  presideni 

n  ( harge  oi   produc  tion  <>|    Vcad- 

•m\  TV  Film  Productions  oi  Can 

ida,  Canadian  affiliate  oi  S<  hwarz 

1'iodiu  lions.       (.lilluhs      was     with 
niuns;  &  Rnbieam. 

MOTE  FOR  SCHOLARS:  \  15 
nsi.dhnent  advanced  home  stud) 
Burse  in  industrial  advertising  for 
id  managers,  sales  and  marketing 
>ffitials.  agenc)  account  executives, 
md  publication  representatives  be- 
ng  offered  b\  Advertising  Manage- 
nent  Seminar.  Chicago.  It  is  de- 
igned to  "advance  the  executive 
aparitv  ol  advertising  men  and 
omen  through  a  bettei  nndei 
landing  of  management  problems 
ml  objectives,  improved  tech 
kjues  for  increasing  profits,  and 
aaximum  utilization  of  motivation 
sychologv." 

INANCIAL  NOTE:  Foi  the  yeai 
nded  28  Februarj    1963,   Jerrold 

•orp.'s  volume  lose  ;',*'  (  to  f24, 
F  02.000.  vs.  51  S.DOL'.otii)  in  the  pre 
pding  year.  Aftei  tax  earnings 
ere  $739,617,  21';  highei  than 
a  $597,234  of  a  yeai  ago  .  .  .  Ad- 
ances  of  ;><)<';  in  earnings  and  \8<  j 
i  s.des  over  the  comparable  hall 
bn  period  of  1962  reported  b\  Al- 
ato-Culver  in  its  semi-annual  re- 
'>"  for  the  period  ending  31   Ma> 

■"> '■'<■  Consolidated  nei  sales  wen 
10.70  1.506  against  $27,604,539  foi 
le  comparable  1W2  intenal,  with 
ct  earnings  at  M  .lin.i.i.SO  against 
I.0IO.0SQ.     ,Vl    >hlK.   eamings   ,,„ 

ic    period    were    S0(-    againsi    51<- 


— Picks  up  tab,  but  gets  no  spots — 

Plumrose  (the  General  Foods  of  Europe)  paid  all  expenses 
for  Sonny  Fox  and  "Wonderama"  crew  to  film  four-hour 
show  for  Metromedia  featuring  kids  in  Denmark,  but  has  no 
ads  in  it  just  displays  its  foods.  Regular  sponsors  get  spots. 
A  short  preview  of  the  full  program  was  recently  aired  on  New 
York's  WNEW,  and  the  full-length  version-opening  with  a  pre- 
taped  interview  with  Danish  Ambassador  Count  Knuth  Winter- 
Felt— will  bow  15  September.  Plumrose  is  sole  distributor  of 
Plumrose  Danish  meats  and  cheeses,  available  throughout 
the  United  States,  handled  by  Crestwood  Advertising,  New 
York. 


I        ^s^« 


MOVING:  Ira  Zanies  to  the  newh 
created  post  of  administrative  co 
ordinator,  Pilot  Radio  Corp. 
Charles  H.  Wolfe  to  vice  president 
in     charge     of    creative    research. 
Charles   Hager  to  art  director   lot 
merchandising,      promotion,     and 
packaging,  and  Lawrence  Drake  to 
head  of  production  and  graphic   n 
scan  h.  all  at  Bake]  v  Byrne. 
Rita  Patterson  to  senior  copywritei 
at  Mogul  Williams  v  Saylor. 
Ralph  J.  Johnson  to  Grubb  Advei 
lising,  Champaign,    III.,  as  account 
executive  in  the  new  business  area 
development  depai  tinnit. 
I  dward  E.   Van   Horn   to   the   New 
\>>\k    office    ol    Guild,    Bascom    i 
Bonfigli  as  ac count  executive. 
Norbert  S.  Garbisch,  Jr.  to  Renter 


'OHSOR/J   j,„.Y   1963 


v  Bragdon,  Pittsburgh,  as  din 

ol   sales  ac  t  i\  dies. 

Robert  M.  Okaner  rejoined  Dohei 

ty,  Clifford,  Steers  v  Shenfield 

v  it  e  president  and  group  c  op)  mi 
pei  \  isor. 

Eva  T.  Muntzer  to  the  production 
department  of  Doremus  feCo  .  Phil 

adelphia. 

Han\    E.  Ellis  to  diiec  loi   ot  pnbh. 

relations   foi    Dr.    Pepper   ( 
placing  Elliott  (.    \i,  I  ean  who  has 
i  esigned 

1 1  .m  k  (  .   I  reeman   to  a    itive  di- 
ice toi  ol   Vdvertising  ( iounselon 

\i  i/ona. 

M.u\ in  M.  facobson,  former  1)  with 
Benton  v  Bov  it  5        I     tchei  K 

.11  lis.     (  alkin-     \     I  [i  .Men      IS 
w  ritei 


51 


sponsor-week!  Networks 


Sponsors  flock  to  kiddies'  block 


Advertisers  have  flocked  to  NBC 
TV  to  take  advantage  of  the  net- 
work's revamping  of  its  Saturday 
kiddie  show  lineup  lor  1963-64, 
which  sets  up  a  solid  block  of  chil- 
dren's programing  from  9:30  a.m. 
to  2:00  p.m.  More  than  50%  ol  the 
block  will  be  in  color,  with  the  loin 
and  a  half  hours  to  blend  adven- 
ture, information,  comedy,  and  Ian 
tasy.  Sponsorship  is  primarily  lor 
breakfast  foods,  lovs,  soft  drinks, 
and  candy. 

Already  SRO  is  Dennis  the  Men- 
ace (11-11:30),  which  has  been 
signed  by  General  Foods'  Kool-Aid 
Division,  via  Foote,  Cone  &  Held 
ing,  for  26  alternate  weeks  begin 
ning  5  October,  plus  Mattel,  via 
Carson-Roberts,  and  Heublin's  May 
po,  via  Fletcher  Richards,  Calkins 
&  Holden.  Sold  out  for  the  first  13 
weeks  (21  September- 11  December) 
is  The  Bullwinkle  Show  (12:30- 
1:00),  to  Emenee  Corp.,  via  Abco 
Advertising;  General  Mills.  Dancer 
Fitzgerald-Sample,  and  Old  Lon- 
don  Foods,  Richard  K.  Manoil. 


Virtually  SRO  is  Ruff-n-Reddy 
(9:30-10:00),  bought  by  Kenner 
Products,  Leonard  M.  Sive  8c  Associ- 
ates; DeLuxe-Reading,  Zlowe  Co.; 
Miles  Labs,  Wade  Advertising; 
Louis  Marx  &  Co.,  Ted  Hates,  and 
General  Foods  Cereal  Division. 
Benton  &  Howies.  Kenner.  DeLuxe- 
Reading,  Miles  Labs,  Marx  toys, 
and  General  Foods  cereals  are  also 
picking  up  The  Hector  Heathcote 
Show   (10:00-10:30). 

The  rest  of  the  kiddie  lineup  is: 
Fireball  XL-5  (10:30-11:00),  to 
Genera]  Mills,  DFS;  Borden,  Young 
&  Rubicam,  and  Mattel.  C-R;  Fury 
(11:30-12:00)— Ohio  An  Co.,  Anne 
Staid  Advertising;  Mattel,  C-R: 
Kool-Aid,  FC&B,  and  General 
Foods  cereals,  B&B;  Sgt.  Preston  of 
the  Yukon  (12:00-12:30) —Mavpo. 
FRC&H  and  Mattel,  C-R,  and  Ex- 
ploring (1:00-2:00)— Upjohn  Co.. 
McCann-Marschalk,  and  Hassen- 
leld  Bros.,  Bruns  Advertising. 

Programs  in  color  are  Ruff  'n 
Reddy,  Hanna-Barbera  show  start- 
ing its  fifth  year  on  NBC;   Heath- 


♦f    W|1 


RjPSSSS^ir*^ 


The  metamorphosis — 8-H  now  Peacock  Studio 

The  studio  in  New  York's  RCA  Building  which  has,  since  1933,  been  known  as  8-H  and  which 
has,  in  30  years,  housed  such  network  greats  as  Arturo  Toscanini,  Al  Jolson,  Bob  Hope,  to  name 
just  a  few,  has  been  overhauled  primarily  for  color  tv  programing.  Named  after  NBC  TV's 
color  insignia,  Peacock  Studio  is  the  work  of  (l-r)  Hialmar  Hermanson,  scenic  designer;  Joseph 
J.  Arnone,  mgr.,  design  and  construction;  William  Trevarthen,  NBC  v. p.,  operation  and  engineering; 
James  Wilson,  dir.  of  engineering;  Allen  Walsh,  senior  project  engineer  and  supervisor 


52 


cote,  new  Terrytoons  product;  Jay 
Ward's  Bullwinkle,  and  Exploring, 
fun  and  information  programs  em- 
ceed  by  Dr.  Albert  R.  Hibbs. 

Food  industry  halls 
tv's  aid  to  grocers 

Grocery  retailers  will  learn  of 
manufacturers'  fall  and  winter  tv 
promotions  in  the  September  issue 
of  Food  Merchandising  Maga/ine. 
which  is  being  geared  as  a  salute  to 
video  for  its  role  in  generating 
grocery  store  sales. 

Robert  F.  Farnham,  genera 
manager-editor  of  the  Detroit- 
headcjuartered  trade  publication, 
said  the  issue's  theme  will  be:i 
"What  the  Grocery  Clerk  Did  Yes- 
terday, Television  Does  Today! 
Promotion  for  the  special  salute  is 
being  handled  by  Dunwoodie  As- 
sociates, advert  ising-p.r.  firm  in 
Garden  City,  N.  Y. 

Farnham  said  the  issue  will  de- 
vote much  of  its  editorial  space  to 
grocery  manufacturers  and  how 
they  utilize  iv  to  persuade  retailen 
to  stock  their  products  and  move 
them  in  heavy  volume. 

Explaining  the  move,  he  pointec 
out:  "Years  ago,  the  grocery  clert 
had  to  hold  up  a  product  befor* 
his  customer  and  tell  him  or  he 
all  about  it.  Today,  instead  o 
reaching  one  customer  at  a  time,  f 
does  the  same  job — but  to  million 
in  a  minute  or  less.'' 

NBC  lines  up  two 
for  Sept.  golf  classic 

Zenith  Radio,  via  Foote,  Cone! 
Belding,  and  Amana  Refriger; 
lion,  through  Mac  Fai  land,  A 
yard,  will  pick  up  the  tab  on  NB1 
TV's  colorcast  ol  the  second  ar 
nual  World  Series  of  Coif.  Th 
match,  in  which  the  winners  < 
four  major  tournaments  will  con 
pete  For  golfdom's  biggest  pufl 
($50,000)  .  is  set  lor  7  and  8  SJ 
lember    (4:30-6  p.m.  each  day). 

Julius  Boros,  is  winner  of  ih 
U.  S.  Open,  and  ]ack  Nicklaus,  i 
Masters  Tournament  titleholde 
have  already  qualified.  The  otlu 
two  members  ol  the  lom some  wi 
be  the  winners  of  the  British  ()|>e 
and  PGA  Championship  touri 
ments  u>  be  played  during  July. 

SPONSOR    1     j  i  i  v     I9t 


ABC  TV  kicks  off  new 
weekend  sports  roundup 

Vgeni  ies  ai  e  being  pit*  hed  l>\ 
\lu  l  V  salesmen  on  a  new  Satin 
da)  aftei noon  i  I ;S0  5  p.m. >  gi  id 
iron  roundup  show  called  //•/ 
Highlights,  uliuh  debuts  7  Sep 
tembei  I  he  netwoi  k  1 1  .i ^  been 
championing  the  American  Fool 
ball  League  i\  cause  since  the 
League's  in<  epi  ion  foui  yeai  s  ago 
fhe  new  program  occasions  the 
first  time  football  Fans  .ill  over  the 
jountry  will  have  an  opportunity 
id  see  portions  ol  even  game 
riayed. 

Curt  Gowd)  and  Paul  Christman 
ire  anchormen  <>n  1 1 1  i >.  weekly 
ound-up,  which  will  include  a 
Umed  and  live  studio  report  ol  all 
lie  Raines  played  the  previous 
weekend,  preview  the  upcoming 
panes  scheduled  for  thai  weekend, 
Hid  present  special  features  and  oc- 
asional  guests,  live  and  on  film, 
paries  nuis  through  L' I    December. 

•ALES:  Ralston-Purina  (Guild, 
'»as(,)n\  8c  Bonfigli)  signed  for  al- 
ernate-week,  hall  hour  sponsor 
hip  of  The  Danny  Kaye  Show  on 
)BS  TV.  Other  sponsors  arc  Arm- 
trong  Cork  (alternate-week  full 
our)  and  American  Motors  Corp. 
Compton's  Pictured  Encvclo- 
t-dia,  in  its  first  use  of  network  tv, 
OUghl  into  NBC  TV's  Today  .  .  . 
Wter  &  Gamble  (Hen  ton  8c 
owles)  signed  for  alternate-week 
alf  hours  ol  CBS  TVs  Judy  Gar- 
tfld  Show  and  Route  66,  both 
lice  live  in  the  fall.  This  sells  out 
>th  shows  .  .  .  l-'iank  Hemingway's 
lorning  newscast  over  I  Hi  ABC 
adio  West  affiliates  in  ten  west 
n  states  is  major  vehicle  ol  a  52- 
eek,  $50,000  campaign  foi  an  en 
re  new  village  project  costing 
55  million,  now  being  developed 
Crystal  Bay,  Lake  fahoe,  Nev. 
honias  C.  Wilson  ol  Reno  is  the 
eiu  v. 


I 


EW  AFFILIATES:   WHOO,  Ol 

-   ndo,    lias    reafliliated    with    ABC 
adio  .      .  WMBR,    Jacksonville, 


0(    ded  to  Mutual  Broadcasting  Sys- 


m  affiliate   roster. 

U)GRAM  NOTES:  Lucille  Ball, 
>k  Benny,  Andy  Griffith,  (.an\ 
oore.  Phil  Silvers,  and  Danny 
lOmas  will  star  in  the  General 
>ods  Opening   Night    Special  on 


tot 


On  upbeat  developments  in  St.  Louis 

Gov.  John  M.  Dalton  of  Missouri  was  in  New  York  for  a  luncheon  at  the  21  Club  hosted  b> 
KMOX-TV  v.p.  Gene  Wilkey  to  brief  CBS  TV  Stations  National  Sales  on  the  market  Here  tl-f) 
Craig  Lawrence,  v.p  .  CBS  TV  Stations;  Gov   Dalton:  Merle  S    Jones.  CBS  TV  Stations  pres  ;  Wilkes 


CBS  TV  23  Septembei  (9-10  p.m.). 

Genera]  Foods,  in  addition  to  spoil 
soring  the  hour-long  season-launch 
program,  also  sponsors   a   portion 

of  all  of  the  six  programs  on  which 
these  stars  will  appear  next  season 
Hen  ton  &  Howies  is  the  agency. 

FORM     D.C.    NEWS    BUREAU: 

Looking   toward   the   fall   when   all 
the  CBS  TV  o&o's  will  carry   ap- 
proximately three  hours  more  local 
news  per  week,   in  addition   to  the 
new  hall -lioiu    daily    network   news 
program,  the  stations  have  formed 
their    own    Washington    News    Bu- 
reau.    Start in«    in    Septembei.    the 
bureau     will     operate     separately 
from  CBS  News  in  the  capitol  and 
will    work   directly    with    the   news 
directors  of  the  five  stations  to  pro 
vide  coverage  <>l  specific    Washing 
ion    stories    relating    to    iheii     mat 
keis 

DGA  ELECTIONS:  George  Sidney 

was  reelected  to  his  10th  term  i> 
president  ol  the  Directors  Guild 
ol  America.  Also  elected  were  i hi 
following  vice  presidents:  Franklin 
Schaffner,  John  Rich.  Karl  Genus. 
John  Clarke  Bowman.  Fieldei 
Cook.  Sheldon  Leonard  was  named 
secretary;  John  Sullivan,  assistant 
secretary;  Leslev  Selander,  treasui 
ei :   ferry   Frit/.  assistant   treasure! 

NEW    PROPERTIES:  Filming  will 

begin  later  this  year  on  Great 
Stoiics   from   the  Bible,  a   new  full- 


honi  sei  ies  which  MGM-TV  is  pi" 
ducing  lot  the  1964-65  season  on 
ABC  TV.  Henry  Denkei  is  execu 
tive  pioduc ei 

SPORTS    NEWS:     I  he     American 

Football  League  games,  which  will 

be    c  ai  lied    on     ABC    TV     foi     the 

loin ih  straight  year,  will  be  spon 
sored    by    Gillette     Maxon);    Lin- 
coln-Mercury     (K&E);      Lorillard 
1 1  8cN);  Goodyeai   Tire  .<:  Rubbe 
(Y&R);      American      (.as      Assn 
(L&N);   Chesebrough-Pond's   (Not 
man.     ( a  ait;     v     kinniix  I 1;     I  nion 
(  ai  hide  (Esty);  Liberty   Mutual  In- 
surance   i  BBDO).      I  elec  as)    m  bed 
tile  begins  s  September  .        Gen- 
eral Mills  (Knox  Reeves)  will  spon 
soi    All-Star  Scouting   Report,  tin 
I  ">  minute  show  nai  rated  by  Lind 
sey    Nelson,   which   precedes   NB( 
I  \"s     lll-Sta)    Baseball    Game   on 
(i    |ul\.     I  he   show    highlights   ai 
t ion-film    c  lips    ol    playei  ■>    in    the 
starting   lineups   foi    the    National 
M\d    \inei  ic  .i]\   1  eague   teams 

KUDOS:   Ron.iI   F.    Blakeman,   in 

dependent   piodutei    ol   Several   mi 

work  shi>ws.  was  elected  presidi 
oi    tin    New   Yoi  k   .  haptei    ol    tin 
National     \cadein\    ol     relevision 

\)  is  and  S«  u  in  es  ROD  (  <h  loan. 
\1'.(       NeWS,    w  as    elec  led     first     \  K  c 

president,  and  Dick  Pinkham,  sen 
ioi    \uc    president    in    charge    ol 

media    and    progl  anis   and   diiec  toi 
oi    I  ed   Bat<  v   « as  elec  ted   se<  ond 

\  ic  c     pi  esidc-nt 


)NS0R   I    |m    1963 


SPONSOR-WEEK     Stations  and  Syndication 

Negro  radio  building  ad  prestige 


Advertisers  on  the  national,  re- 
gional, and  local  levels,  becoming 
more  and  more  aware  of  the  rap- 
port between  Negro-programed  ra- 
dio stations  and  their  listeners — as 
well  as  the  buying  power  of  the 
Negro  audience — are  steadily  in- 
creasing their  ad  budgets  in  this 
area,  according  to  station  execs  at- 
tending a  recent  seminar  in  Chi- 
cago. 

Initiated  by  the  Bernard  How 
ard  &  Co.  rep  firm  to  look  into 
"The  Status  of  Negro  Stations  To- 
day,"  the  two-day  session  was  at- 
tended by  28  of  the  31  Negro-pro- 
gramed  outlets  Howard  handles. 
Howard  sought  to  determine  if 
Negro  programers  —  particularly 
those  he  represents  to  advertisers 
and  agencies — are  fully  meeting 
the  new  challenges  being  raised  by 
ihe  fast-stepping  growth  pattern  of 
each  Negro  community. 

It  was  unanimously  agreed  at  the 
seminar  that  the  Negro  listenei 
new  depends  almost  completely  on 
his  radio  set— and  his  favorite 
Negro-programed  station — for  the 
daily  information  he  wants  and 
needs  about  himself  and  his  race 
and.  as  a  direct  result,  the  empathy 
and  rapport  between  station  and 
listener  is  one  of  the  most  binding 
to  be  found  in  any  communica- 
tions medium. 


This  was  borne  out  by  two 
speakers  at  the  seminar — Quaker 
Oats  merchandising  manager  Rich- 
ard Fenner  card  Edward  Renno, 
Quaker  account  exec  at  the  Chi- 
cago-based John  W.  Shaw  R:  Co.  ad 
agency  ' —  who  detailed  how  ad 
budgets  for  two  Quaker-manufac- 
tured and  distributed  corn  meal 
products  have  been  readjusted  in 
light  of  new  information  about  the 
impact  of  Negro  radio.  They  said 
that  this  fall,  as  a  result  of  the  re 
alignments,  70%  more  money  with- 
in the  overall  budget  will  be  added 
to  the  radio  side  of  the  ledger — 
primarily  to  Negro  radio. 

However,  their  enthusiasm 
wasn't  shared  by  Dr.  Seymour 
Banks,  Leo  Burnett  exec  v. p.  in 
charge  of  media  and  research,  who 
stated  that  at  his  agency  all  media 
except  tv  are  considered  peripheral 
and  that  extensive  research  find 
ings  are  necessary  to  justify  other 
t  ime  and  space  buys. 

This  prompted  Howard  to  reveal 
that  his  rep  firm  is  presently  in  the 
midst  of  underwriting  an  in-depth 
study  of  the  national  Negro  mar- 
ket, with  first  findings  to  be  avail- 
able in  September.  He  said  33 
markets  are  being  used  in  the 
study. 

In  the  programing  area,  mean- 
time, the  station  execs  noted   that 


Distaffers  bedeck  dais  at  station  seminar 

The  sole  distaffers  attending  the  28-station  seminar  on  Negro  programing  were  naturally 
honored  with  head-table  seats  at  the  luncheon  at  which  account  executive  Edward  Renno  (r) 
of  John  W  Shaw  was  speaker.  The  ladies  are  Thelma  Kirschner  (I),  gen.  mgr.  of  KGFJ,  Los 
Angeles,  and  Molly  Low.  her  sales  mgr.  They  flank  Jack  Davis  (I),  exec,  v  p.  of  Bernard  Howard 
rep  firm  and  Bernard  Howard  himself.  Thirty-one  Howard  stations  are  Negro  programmed  outlets 


S4 


more  and  more  air  time  is  being 
devoted   these   days   by   Negro-ori- 
ented outlets  to  news  and  special 
events,  but  felt   that  the  amounts 
and   labels  are   the  qualifying  fac- 
tors,  dependent   on  the  geographic 
regions   in   which   the  station   .«i c 
located.  A  suggestion  was  made  for 
formation    of    an    informal    Negio 
News  Network  by  Alexander  Klein, 
president-gen.    mgr.    of    WMBM 
Miami,  and  endorsed  by  the  con- 
clave.   They  named  group-station 
owner  Egmont  Sonderling  to  chair 
a  committee   to  study   the  matter 
and  work  out  some  form  of  con- 
crete plan  to  be  submitted  to  them. 
From    the   standpoint    of   music 
and   other   phases  of   programing, 
one  basic  factor  became  apparent: 
Negro  audiences,  regardless  of  ge- 
ography,  are  demanding  more  air 
time    for   gospel    music,    with    the 
type  qualified  by  area.    As  an  ex 
ample,  it  was  pointed  out  thai   in 
the    deep    South    the    established. 
heavily   liturgical  gospel  renditions 
are  favored,  while  other  areas  favor 
the    more    modern    beat    arrange 
ments  of  gospel  sounds. 

CAL.  Oil  pumps  profits 
with  NBC  Films  series 

The  use  of  NBC  Films'  off-net 
work  Hennesey  scries  as  an  adver 
tising  vehicle  which  California  Of 
Co.  began  last  year  in  10  market 
will  be  expanded  this  Fall.  Th 
gasoline  firm  has  renewed  the  pr< 
gram  in  all  10  markets  and  is  adc 
ing  eight  other  markets,  all  for  5 
weeks. 

Included  in  the  deal  arc:  Vm 
rillo:  Sherman,  Tex.:  Albuquerql 
Abolinc;  Colorado  Springs;  Dei 
ver;  El  Paso:  Lubbock;  Midlafl 
|(\:  Missoula:  Roswell.  Colo 
Salt  Fake  City;  Wichita  Falls:  Bil 
ings;  Butte:  Creat  Falls:  Idar 
Falls:  and  Twin  Falls. 

White  &  Shuford,  Denver,  is  tl 
advertising  agenq 

Quarton  tops  NAB  bd. 

NAB's  42-member  Joint  Boar 
holding  its  semi-annual  meetii 
last    week    in    Washington,   D.   ( 

elected   as   its  new  chairman   m 
liam      B.     Quarton.     president 
\\  MI-TV.  Cedar  Rapids,  and  t 
.  (  utive  v.p.  ol  WMT  Radio. 


SPONSOR/1    jui.y   19 


Quai  ton,  t\  ho. ml  i  hairman  l«»r 
the  past  \c.ii.  mii ( eeds  ( Hair  R..  M< 
Collough.    president-general    man 
agcr   of     I  he    Suiiiin.m    Stations. 
I..HH aster.  P. i..  who  had  headed  the 
[oint  Board  foi  two  one  yeai  terms 
iikI  was  ineligible  foT  reflection. 
Composed  of  the  combined  mem- 
bership   ol    N  \l'>'s    radio    and    tv 
wards,  the   Joint   Board  is  the  as- 
(xi.iiion's  |)oli(\  making  body. 

Tex.  outlets  link  sales 

spot  advertisers  have  had  then 
)ii\s  made  easier  l>\  two  I  exas  sta. 
ions.  which  have  banded  together 
0  form  the  "  I  ex  .1  I  M  m  ( !ombi- 
uition."  featuring  .1  one-buy/one- 
,ate  one-rep  | >.tc  k-i^i-  For  their  re- 
pe<  tive  markets. 

The  lieu  sales  device  was  created 
\       Advertising      Time     Sales     for 

P  \  R-TV,  Ahilene-Nvv  eet  water, 
ml  KCTV,  San  Angelo,  and  be- 
omes  effective  today  with  t he  take- 
iver  h\  ATS  of  11.11  ional  representa- 
ion  for  KCTV.  ATS  has  already 
Men  handling  KPAR-TV. 

The  two  si.u ions  will  each  con- 
nuc  under  separate  ownership- 
lanagemeni  while  being  sold  joint- 
in  f  as  the  "Tex-a-Twin  Combina- 
ion,"  and  will  also  he  available  .is 
tdividual  Inns.  ATS  is  handling 
ae  sales,  as  well  as  national  trade 
dvertising  and  publicity  lor  the 
amhination  plan. 


Tv  alone  doesn't  alter 
•eliefs,  says  Creshkoff 

A  m.iss  medium  like  tv  is  only 
le  voice,  one  influence,  in  a  Free 
xiet\.  something  that  both  its  ad 
icates  and  detractors  have  often 
ferlooked,  s.ivs  1  IO  executive  di- 
rctor  Lawrence  Creshkoff.  Speak 
ig  Friday  at  the  lutein. uional 
ouncil  ol  Women  Triennial  Con 
renre  in  Washington's  Stat  lei  - 
ilton.  he  reminded  delegates  thai 
doesn't  exist  in  .1  vacuum,  and 
n  only  do  its  work  through  .1 
de  \.niet\  of  other  influences. 
o>t  ol  these,  he  said,  are  mu<  h 
ore  important  and  much  closet 
the  individual — like  home  and 
e  family,  gi  on  p  t  rad  itions, 
inch,  school,  and  profession. 
"The  idealist,  the  educator,  and 
e  reformei ,"  said  Creshkoff,  "see 
.1-  1  means  to  open  doors,  to 
ipe  out  ignorance,  to  raise  public 
ste    in    literal  in  e    and    the    arts. 


ueit 


bd. 

it 

tneei 
n,D. 
Dial 


(  )tllCl  s      tc.lt       l\  's      lllllllt    II,  1         is       I      lie 

gi  adei  ol  publii  tasu .  ts  .1  wasteful 
divei  sion,  as    1  propaganda  dei  u  1 

foi  |)olitn  il  c ontrol." 

1  > 1 1 1    he    noted    thai    resean  hen 
h.i\ e  found  1  ii.it  when  il  <  omes  to 
impoi  taut   in.itiei  s  ol  attii  udes,  be 
liels.  and  heh.iv  ioi .  th<  mass  media 
tend  111  help  1  einfoi  1  <   beliefs,  atti 
tildes,  and  la-lux  ioui  already  in  ex 
istenc e.    "ioi  evei j  pei son  w ho  is 
converted   t<>  .1   different    poini   of 
view     through     mass    communica 
lions,  t tui  1  are  nine  01  ten  people 
whose  old   attitudes  are   strength 
ened  .is  .1  result  1  >J  m.iss  c ommuni 
i  ations  " 

(   Ushkoll   stiessed   that    this  iclci  s 

in  important  beliefs  .md  attii  udes 
— deep-rooted  concepts  that   make 

up  the  individual's  personality  and 
contribute  to  his  outlook  on  lift? — 
"not  the  brand  ol  soap  01  breakfast 
lood  he  huvs ." 
"Tv  is  just  like  many  "I  the-  c om 

munications  developments  tli.it  pie- 
ceded  it.  From  the  printing  press  to 

radio.    Wheiuvei    .1   new    method  ol 

mass  communication  has  appeared, 

it  has  been  hoth  pi. used  and 
damned."  Creshkofl  noted  that  as 
changes  take  place  in  the  medium, 
tv  cannot  be  expected  to  go  it 
.done,  hut  warned  not  to  tiv  to  do 


too  nine  h  at  om 

.mil    you'll    gO    In  ill'  1     ill    the    !• 

1  mi.  '  he  told  iln 

Cracks  French  Canada 

I  independent     I  eh  \  1  - 1  • » 1 1    Corp  - 
iiiiti  n. ii  ional  sah  1  since  thi   fii  it  ol 

\I  i\   hit   .1  rousing   (1,904 the 

highest    in    the   1  ompany  s    hi-- 
foi    .1   1  ouip.u  able   pei  iod      Pai 
the  s.ih  s    1  reak  was  1  contract  with 
(  ...  kin  Id    l'.n.'.  n     Vdvertising    i"i 

The    Smut .    .1    one   hoin    iei  tes    now 

111  '■  1  1  ount  1  ies,  foi  all  >>i  Freni  h 
(  in. id. 1 

1 11  ming  11  1  "d  iffit  ult  and  criti 
cal  market,"  ITC  exe<  utive  *  i<  c 
president  \be  Mandell  said  "I 
wouldn't  be  sin  pi  ised  il  Fht  Saint 
is  the  only  new  one-houi  set  ies  to 

be   sold    this   veil    foi     ill    ol    lie  111  h 

(  ..in. id. 1." 

Also  sold  in  (  .in.id.i.  to  (  BS 
the    one  horn    do<  um<  ntary,    Irish 
Rebellion,  produt  r(\  i>v    I  <Icv  ision 

Repol  Ids    Intel  n.it  1011.1I       (  01  k  fi  fit  I 

Brown  also  purchased  M<m  t>t  the 
World  foi  the  I  nglisfa  Canada  mai 

kit.   With  the  easing  ol  restrii  nous 

in    f .1] ».i  11.  sales  have-  been   progress 

ing  .it  1  Hi  on!  breaking  pa<  <■  with 
almost  |600,000  111  contracts  signed 
during  .1  four-week  period.  With 
the    s.iles    ol     /7/c    Pursuers.    The 


put 


' 


NSOR    1    p  LY    1963 


B&B's  antique  auto  buffs 

Thirty  years  later,  this  Super-8  Packard  convertible  can  still  rule  the  road,  as  tar  as  owner 
Gordon  Webber  (I)  is  concerned.  He's  v.p.  and  dir.  of  Benton  &  Bowles  commercial  department, 
founding  pres.  of  the  Classic  Car  Club  of  America,  and  annual  host  for  Founder's  Day  Spring 
Meet.    With   him   is  Arthur   Einstein,   copywriter  at   the  agency,   who   assisted   with   the   show 

55 


SPONSOR-WEEK     Stations  and  Syndication 


Beackcomer,  Count  of  Monte  Cris- 
to,  Stage  7 ,  and  Mystery  Is  My  Busi- 
ness, ITC  has  lf>  scries  sold  lor 
Japanese  network  telecasting.  Man- 
dell  also  reported  thai  sales  in  Bra- 
zil arc  coming  in  at  a  swifl  pace,  de- 
spite that  country's  unsettled  eco- 
nomic   and  political  conditions. 

FCC  defines  defaults 

Four  slat  ions  had  the  magnitude 
ol  their  broadcasting  violations 
slight  1\  minimized  as  FCC  reduced 
the  amount  of  forfeitures  assessed 
them,  but  lest  leniency  be  attri- 
buted to  the  commission,  another 
station  was  notified  that  it  had 
incurred  an  apparent  liability  of 
53,500. 

K.VOB,  Bastrop,  La.,  originally 
fined  $1,000  for  repeatedly  broad- 
casting teaser  announcements  with- 
out identifying  either  sponsor  or 
product,  had  the  fine  reduced  to 
$250.  WCHI,  Chillicothe,  WCHO, 
Washington  Court  House,  and 
WKOV,  Wellston,  all  Ohio,  and 
all  owned  by  Court  House  Broad- 
casting, were  originally  fined  a 
total  of  $6,500  loi  failing  to  em- 
ploy a  first-class  radio  operator  lull 
time.  In  addition.  WCHI  was 
charged   with  over-modulation.   Li- 


censee contended,  among  other 
things,  that  failure  was  due  to  the 
"extreme  difficulty  that  small  sta- 
tions are  having  in  obtaining  and 
keeping  first-class  operators." 
Amount  of  forfeitures  originally 
assessed  was  reduced  by  $3,000. 

Meanwhile,  FCC  notified  Royal 
Broadcasting  Co.  that  it  is  liable 
lor  $3,500  lor  failing  to  have  a 
radio  telephone  first-class  operator 
in  regular  full-time  employment  at 
WVAR,  Richwood,  W.  Va. 

STATIONS 
CODE    CLARIFICATION:    The 

NAB  has  asked  the  White  House  to 
clarify  its  proposed  stand-by  volun- 
tary censorship  code,  including  con- 
ditions under  which  it  would  be  ac- 
tivated, and  plans  for  embodiment 
in  the  Code  of  the  principles  of 
free  speech  and  press.  While  en- 
dorsing the  system  of  voluntary  cen- 
sorship used  in  World  War  II  to 
safeguard  vital  information,  NAB 
is  opposed  to  "the  imposition  of  a 
censorship  code  or  censorship  pro- 
cedures, directly  or  b\  implication, 
during  any  period  short  of  actual 
war."  NAB  also  called  for  continu- 
ing review  and  study  of  proposed 
(lode,  with  all  news  media  having 


Petersmeyer  chairs  Republican  powwow 

Hershey.  Pa.,  was  the  scene  of  a  two-day  workshop  for  the  members  of  the  Rublican  Citizens 
Committee.  Here  C.  Wrede  Petersmeyer,  Corinthian  Broadcasting  pres.  and  chairman  of  the  meet- 
ing, talks  with  other  top  party  members,  Clare  Booth  Luce  and  former  President  Eisenhower 


equal  representation  in  such  dis- 
cussions. 

NEW  GROUP:  Seven  California 
stations  have  formed  the  California 
Pacific  Network,  with  Reg  Streeter 
of  KSLV,  San  Luis  Obispo,  as  com- 
mittee chairman.  Other  members 
are  KS.MA,  Santa  Maria:  KPRL, 
Paso  Robles:  KDB,  Santa  Barbara; 
KWIZ.  Santa  Ana;  KUDE,  Ocean- 
side,  and  XEMO,  San  Diego-Ti- 
juana. National  representative  is 
Gates/Hall  and  Spencer/Benveniste 
Advertising  of  Los  Angeles  is  de- 
veloping promotion  plans. 

HAPPY  ANNIVERSARY:  KTBC- 

TV  is  celebrating  its  tenth  in  Aus- 
tin, Tex.  .  .  .  WADS,  Ansonia, 
Conn.,  took  to  the  road  (in  its 
mobile  unit)  to  meet  its  audience 
for  a  seventh  birthday  celebration. 
Thousands  of  listeners  turned  out. 

SALES:  Schlitz  Brewing  purchased 
a  big  sportscast  package  on  KIIX- 
TV,  Los  Angeles,  negro  uhf  outlet, 
consisting   of   total    sponsorship   of 
the  Dick   Bass-Pcrvis  Atkins  sports 
summary  at  fi:  15-7  p.m.  and  a  five- 
minute  wrap-up  at  10:25  p.m.,  both 
Monday   through  Friday.    Bass  and 
Atkins,  pro  football  stars,  will  make 
personal  appearances   in  behalf  ol 
Schlitz'    southern    California    deal- 
ers.    Burnett    is    the    agency    .    . 
WDTM  (FM),  Detroit,  launched 
new,  daily  program  called  TurniM 
Leaves  which  features  readings  Iron 
ucuh    released  books.    Doubleda 
Book  Shops  of  Detroit  in  coopera 
tion  with  Doubleday  Publishing  i 
sponsoring  .  .  .  Bayuk  Cigars  iW'ei 
men  &  Schorr)    and  Fels    (S.  E.  Zi 
brow)  will  sponsor  the  9  July  rerl 
of  The  Most  Powerful  Woman  c 
the   Century,  a   profile  of   the  lat 
Eva   Peron.  on  WPIX  (TV).  Ne 
York  .  .  .  All  of  last  season's  spoi 
sois     have     again     signed     for     tf 
UCLA  football-basketball  packs 
on   KM  PC,   I. os   Angeles,   lor   tl 
1963-64   season.    Tlu\    are   Allsta 
Insurance  (Burnett)  :  Farmer  (of 
Packing     (GB&B) ;    Ford    (|\\T 
Kent     (L&N)  :    C  a  n  a  d  a    1)  i 
(Mathes)  ;  Bonanza  Airlines   (Stl 
bins):  and  Maytag  (direct). 

EXPANDING:  KSLO.  OpeloJ 
La.,    increased    daytime    power 


SPONSOR    I     |i  i  v    19 


i  kw  from  250  watts  ,  .  ,  WRkl). 
Roc  kland,  Me.,  upped  its  daytime 
powei  in  I  ku.  also  from  250  waits 
.  .  .  KXOA,  Sai  ramento,  w hi*  h  h- 
h-iiiIn  expanded  i<>  lull  time  opei 
.ttion.  in  undergoing  extensive  re 
modeling,  estimated  i<>  be  ovei 
$20,000. 

M  w  STATIONS:  I  he  Monterey, 
(!;il..  Peninsula's  onlj  Country  and 
Western  musi<  station,  KR.sv.  s.i 
linas,  goes  on  the  .iii  today,  owned 
I  .iihI  operated  liv  Roberi  McVay, 
who  a  No  owns  KRK.C  ol  King  City. 
Station  is  a  250-watl  daytimei  on 
IJTn  kc .  McVay  will  be  general 
manage]  and  Ra\  Morris,  foi  sev- 
in  years  with  anothei  C&W  station. 
Kl  l  \  ol  San  Jose,  will  be  program 
manager.  National  representative 
is  rhe  Sandeberg  Co.  McVay,  a 
veteran  of  California  radio  circles, 
was  formerly  general  manage]  ol 
K\\(..  Stockton,  and  a  partner  in 
KGEN,  Fulare.  He  was  also  asso- 
ciated with  K.YOS,  Merced,  and 
KF|I.  Klamath  Falls.  Ore.  KRSA's 
iddress  is  P.O.  Box  2138.  Phone: 
124-1  128. 

NEW  QUARTERS:  RKO  General 
Broadcasting  executive  offices  now 

oeated    at    1290    Avenue    ol    the 

\mericas,    Sperry    Rand    Building, 

New  York  19  .  .  .  Headquarters  ol 

he  Society  of  Motion  Picture  and 

Television  Engineers  will  be  moved 

July  to  9  East    list  Street,  New 

fork  17.    Floor  space  will  be  more 

han    doubled    in    the   new   offices, 

yfaich  will  feature  a  new  test  film 

>rojcction  and  editing  room,  along 

fvith  a  committee  conference  room. 

_ 

UBLIC:  SERVICE:  For  the  third 

onsecutive    \ear,    \ VAST-TV,    Al- 

)an\.  has  published  "A   HistOiy   <>l 

lommunit)  Service."  Book  consists 

•ntirely  of  comments  from  the  con- 

umei    and    traile   press   on    the  sta- 

ion's  service  activities. 


X 


i'ROGRAM  NOTES:  Two  new  ra 

lio  scries  produced  by  Group  W 
Westinghouse  Broadcasting)  for  its 
>wn  stations  are  Challenge  for  De- 
nocracy,  19  programs  clone  in  co- 
peration  with  the  Fund  for  the 
Republic  Center  for  the  Study  of 
emocratic  Institutions,  and  ESP 
.  The  Way  Out  Frontier.  13  half- 
torn  programs  on  questions  relat- 
ng  to  pat  a  psychology,  or  the  stud) 
'I  extrasensory  perception. 

'ONSOR    I    pjL\    1963 


_ 


Respite  from  Mad.  Ave.  for  day  at  the  races 

Enjoying  ocean  breezes  on  the  way  to  Monmouth  Race  Track  with  1.200  other  guests  of  WNBC 
stations,  New  York,  are  Betty  McCauley.  BBD0;  Bob  Anderson.  McCann-Marschalk;  Frank  Reed. 
SSC&B.   This  was   9th   annual   boat   ride   and   race   day   hosted   by   the   NBC   Flagship   stations 


Twin  anniversaries  call  for  Savings  Jamboree  at  WVEC-TV  and  radio 
To  celebrate  the  15th  anniversary  of  WVEC  radio  and  the  10th  of  WVEC-TV.  both  Norfolk- 
Hampton,  the  stations  distributed  200.000  32-page  color  and  black  and  white  advertising 
supplements  in  which  more  than  23  advertisers  were  represented.  Tied  in  with  this  was  a 
$10,000  contest  with  a  Rambler  Station  Wagon  as  top  prize.  Mulling  the  supplement  are  Harrol 
A.  Brauer.  Jr..  (I),  stn.  sales  v.p..  and  Troy  Davis,  manager  of  the  Norfolk  div..  Sears.  Roebuck 


KUDO:  KMOX,  St.  Louis,  present- 
ed the  Gold  Bell  Award  oJ  the  Na- 
tional Catholic  Broadcaster's  Assn. 
as  the  "outstanding  radio  station 
in  the  nation."  This  is  the  fifth 
time  the  station  has  been  honored 
b)  NCBA. 

MOVING:  Arnold  Seidnei  from 
sales  executive  with  KJLOK,  San 
Jose,  to  similar  post  at  KBTV,  Den- 
ver. 

Virgil  demons  promoted  to  sta- 
tion manager  of  KFMB  (AM  & 
FM)  ,  San  Diego. 

Diane  A.  Halbert  to  WNEW,  New 
York,  as  assistant  to  publicity  direc- 
tor Frank  Young. 

Richard  Stern  to  general  sales  man- 
ager of  WAII-TV,  Atlanta. 
Sidney  A.  Abel  to  the  sales  staff 
of  WRC,  Washington,  D.  C. 
Phil  Brestoff  to  vice  president  and 
general  sales  manager  for  KBLA, 
Los  Angeles. 

Aubrey  Morris  to  public  affairs  edi- 
tor of  WSB,  Atlanta,  a  new  post. 
Johne  Pearson  to  account  executive 
with  KMBC,  Kansas  City. 
David  A.  Moss,  presently  assistant 
general  manager  of  WKDN,  Cam- 
den, to  station  and  sales  manager 
of  WHYVH,  Princeton,  new  station 
which  is  expected  to  start  broadcast- 
ing the  last  week  in  August. 

John  Crowley  to  station  manager 
lor  radio,  Gene  Spry  to  tv  station 
manager,  Lou  Reker  to  sales  man- 
ager, Larry  Burroughs  to  assistant 
station  manager,  and  Sanford  Gib- 
bons io  program  director.  KPHO- 
TV  and  radio,  Phoenix. 

O.   P.   Bobbitt,   vice    president   of 

sales  for  tv  and  radio  for  KTBC, 
Austin,  named  manager  of  the  ra- 
dio stations,  and  Charles  L.  Howell, 
sales  manager  for  tv,  named  man- 
ager of  KTBC -TV 
Doug  Thompson  to  station  man- 
ager ol  KBMT-TV,  Beaumont,  suc- 
ceeding John  Fugate,  resigned. 
E.  Boyd  Seghers,  Jr.,  to  sales  pro- 
motion supervisor,  WGN,  Inc.. 
Chicago. 

John  W.  Doscher  to  national  sales 
manager  ol  WLBW-TV,  Miami. 
Bill  McOcaiy  to  night  program 
manager  ol  WWRL,  New  York. 
Bernie  Carey  to  the  new  post  of 
production  supervisoi  ai  KIRO- 
I  V,  Seattle. 


=  ll mi nun 


Newsmakers  in 
•tv/radio  advertising 


1 1 1  ■  1 1 1 1 1  111  1 1  n    :   ■ '  'II  II 


Chester  R.  Simmons 

Formerly  v. p.  of  Sports  Programs,  Inc., 
(AB-PT  subsidiary  handling  sports  for 
ABC-TV),  Simmons  has  been  appointed 
v.p.  and  general  manager.  Roone  Arledge 
was  named  v.p.  and  executive  producer 
for  Sports  Programs.  Simmons,  who  has 
been  with  the  company  since  1957,  will 
supervise  all  ABC-TV  sports  and  sports 
production   personnel. 


Leonard  Tarcher 

Tarcher  has  been  appointed  v.p.  and 
media  director  of  Morse  International. 
He  had  been  v.p.  in  charge  of  media  and 
marketing  for  Sackel-Jackson  agency 
and  formerly  associate  media  director 
at  Lennen  &  Newell.  He  also  held  posts 
with  Biow-Beirn-Toigo,  Cecil  &  Presbrey, 
and  J.  D.  Tarcher  &  Co.  Morse  accounts 
include  Vicks,  Clearasil,  Lavoris. 


Stanley  F.  Nelson 

A  v.p.  of  Jack  T.  Holmes  &  Associates, 
Nelson  has  been  named  creative  director 
for  the  marketing,  advertising  and  public- 
relations  firm.  Nelson,  who  is  director 
of  Research  Assoc,  a  division  of  the 
Holmes  firm,  has  been  plans  and  copy 
chief  for  the  agency  since  1958.  Jack 
T.  Holmes,  president  of  the  company, 
made  the  announcement. 


Robert  L.  Edens,  Jr. 

Elected  to  the  board  of  Leo  Burnett,  Chi- 
cago, were  Robert  Edens,  Jr.,  Cleo  Hovel 
and  Dewitt  Jones.  Edens  and  Hovel  are 
v.p.'s  and  creative  directors,  Jones  is  a 
v.p.  in  charge  of  client  service.  Edens 
came  to  Burnett  as  v.p.  and  assoc.  copy 
director;  Hovel  joined  as  v.p.  and  asst. 
to  tv  dept.  head;  Jones  started  as  acct. 
exec,  and  later  promoted  to  acct.  supv. 


Robert  M.  Weitman 

Metro-Goldwyn-Mayer  has  announced  the 
election  of  Weitman  to  the  board  of  di- 
rectors. Weitman,  who  has  been  v.p.  in 
charge  of  production  at  MGM's  Culver 
City  studio  since  1962,  joined  the  com- 
pany in  1960  as  v.p.  in  charge  of  televi- 
sion operations.  Weitman's  election  to 
the  board  followed  the  resignation  of 
Joseph  R.  Vogel. 


iiiliiiilllllliiillimnilii     i    . 


li imiiiliill 


58 


SPONSOR/ 1    JULY    19(1 


I  .ii  i  \  K.  Justii e  to  produi  i  ion  di- 
rectoi   .ii   W 1 B<  ■.  Philadelphia 
Wynne   Keith    to   exei  uth  e   se<  re 
i.n  \  ol  tin-  Institute  ol    Broadi  asl 
ing   l  in. mi  i.il   Management 
lEdu.ud   M.   Fouhy,  WBZ,   Boston, 
(  news   tin  ii  h>i  .    lo   llic   same    job   .it 

WW/  I  \       1 1.  II    be    replaced    b) 

I  Ron. ild    I..    Miics. 

1l)i(  k  Ri<  liinond  i<>  directoi  ol  news 
oi  \\  <  >  \D  I  V,  Davenport. 
r<>mm\  R.  Stillwagon  to  new  |><>st 
>l  .i^^i ^i .mi i  to  the  general  managei 
n  charge  <>l  radio  operations  .it 
WFBG,    Vltoona 

s^  NDICATION 
KALES:  NTA  has  sold  Top  Rank. 
is  |).k  kage  ol  posi  19  is  feature 
ilniv  in  (>>s  markets  to  date  .  .  . 
What's  Going  on  Here?,  the  satire 
Lriginall)  presented  on  VVNEW- 
l  \ .  New  York,  sold  In  Metropoli- 
an Broadcasting  T\  to  Associated 
Lediffusion  for  showing  in  Eng 
mil. 

CONOMEE   TAKES   OVER:   As 

liiicil  Ai  i  isi -,  relevision's Ripcord 
liters  i t>  third  year  ol  syndication, 
nc  76-episode,  half-hour  adventure 
cries  will  move  over  to  UA-TV's 
conomee  Television  Programs  di- 
ision.  The  program,  during  us 
rsi  two  u'.ns  on  the  syndication 
rcuit,  has  been  programed  l>\ 
(lore  than    100  stations. 

[OVING:    Murra)    Oken    to   na- 

onal  sales  manager  ol  Trans-Lux 
television  Corp.   He  was  formerly 
istei  n  dh  ision  managei . 


Adman  makes  big  splash  at  Crown  stations  promotional  party 

Hoping  to  get  to  the  bottom  of  things,  J.  Walter  Thompson's  Dennis  DeSousa  dives  into  Motel 
City's  swimming  pool  to  join  Norman.  Craig  &  Kummel's  Ed  Finley  in  a  search  for  pool-bottom 
clues.  This  was  a  major  point  in  the  New  York  Treasure  Hunt  staged  by  Crown  Stations  last 
week  for  agency  people.   Similar  hunt  was  held  in  Chicago  and  is  planned  for  LA.  S  F. 


Stanle)  R.  Jaffe  to  the  newl} 
created  position  ol  executive  assisi 
.mi  to  I  nomas  1).  Tannenbaum, 
Seven  Aits  vice  president  in  charge 
of  television  production  and  pack- 
aging. 

I. eon. nd  Freeman,  producei  writer, 
signed  l>\  MGM-  I  V  to  develop 
properties  foi  t\.  create  Ins  own 
show,  and  hi  ite  loi  In  in's  c  in  rent 
sri  ies. 

Roben  O'Brian  to  the  sales  stall 
ol  lit.,  headquai  tei  ed  in  Chi«  ago, 


Daniel  End)   and   John   tleni/,  pro 
din ei s  ol  spot  ts  films,  to    I  el   Ra 

l'l  odlK  I  lolls 


Richard  Berman  to 
as  administratoi  ol 
operations. 


S(  I  (  (  II      (  .(Ills 
1111(1  II. It  loll.ll 


I  ami  to  get  a  tv  taste  of  Kentucky  Fried  Chicken 

Lcussing  the  debut  of  a  tv  campaign  on  WLBW-TV  are  Kentucky  Fried  Chicken  officers 
^garet  Sanders  Simmons,  pres.,  and  John  Wurster,  v.p.  (c);  franchisees  Don  Solomon  and 
lb  Marant  (I);  Barclay  Powers.  WLBW-TV  prom.   mgr.:   and   stn    sales  mgr.   Charlie   Mathews 


REPRES1  \  I  \  I  l\  I  S 
APPOINTMENTS:   VVNHC,    In 
angle   station    in    New    Haven,    to 
\loit   Basset)    k  Co  KS<  >V 

san    Diego,   to    |.    i.    Lucas       ,    . 
\\  s|  s.  Roanoke,  and   V\  I  OD,   Fi 
Lauderdale,    to    Rogei    O'Connor, 
from    l>i oad<  ast     I  ime    Sal<  s    and 
spot    rime  s.iks  respe<  tivelj , 

EXPANDING:    Roger    O'Connor, 

Inc.,  whi(h  just  opened  a  west 
( oast  oIIk  c  undei  the  helm  oi  R" 
land  Ka\  at  105  Montgomery  s 
San  1 1 am  is(o.  is  brant  hing  out  in 
oihci  areas  Vdded  to  offices  in 
\cw  N  .n  k.  (  Iik  agt »,  .ind  s.iu  Fran 
( is(o.  will  be  Feltis  Dove  (  annon 
in  Senile  ,  l  owei  Building i;  an 
office  in  the  Morgan  Building  in 
Portland,  Ore.;  and  Bob  Hix  I 
in  Denvi         I     I  olumbine  s 

MOVING:  Martin  (  rib)  to  Blah 
I  clc\  ision,  11  I  \  Di\  isii  >i 
sales  spc(  ialist,  from  easta  n  t\ 
sales  managei  and  national  s.dcs 
spe(  i.dist  for  the  i  adio  i\  di\  ision 
ol    I  i  iangle  Publii  at  ii  >ns 


SINSOR    1    ,,  M    |963 


COMMERCIAL  CRITIQUE 
(Continued  from  page  42) 

advertising    budget    into    tv — pro- 
duces ;ill  ol  its  ( ommercials  on  tape. 

Baker)  products  look  especially 
good  on  videotape  because  of  the 
greatei  contrast  range  available, 
rhis  factor,  <  oupled  with  the  speed 
potential  in  production,  makes  (ape 
espe<  ialh  suitable  for  Arnold. 

To  illustrate,  Arnold  recently  in- 
troduced a  new  product,  Toasting 
Muffins,  which  achieved  quick  dis- 
tribution in  all  ils  markets,  lie- 
cause  ol  the  speed  of  tape,  we  were 
on  the  air  in  less  than  two  weeks 
with  selling  commercials  that  would 
have  been  impossible  to  produce  in 
the  same  lime  period  on   film. 

Arnold  has  found  that  the  A-B 
Roll  method  can  be  used  with  con- 
siderable  success  in  its  commercials. 
Although  this  is  known  as  the  "one- 
camera"  method,  strictly  speaking 
it  isn't.  More  often  than  not,  a 
multiple-camera  setup  is  used  for 
refinements  in  specific  sequences — 
and  the  various  picture  elements 
are  then  blended  electronically. 

Maradel,  (selling  Tender  Lip 
Lipstick  and  Life  Home  Perma- 
nent) was  among  the  first  advertis- 
ers to  employ  the  new  Gemini  sys- 
tem, whereby  both  videotape  and 
film  are  recorded  simultaneously 
through  the  same  camera  lens.  This 
allows  lor  top  quality  on  networks 
and  selected  individual  stations — 
and  at  the  same  time  permits  the 
economical  manufacture  of  quanti- 
ty prints  For  DBs  and  other  film 
projected  situations. 

Kiwi  Shoe  Polish  went  on  loca- 
tion with  tape — shooting  on  the 
bustling  streets  of  While  Plains — 
with  gratifying  results.  Shoes  were 
never  shinier. 

In  the  Kiwi  shooting,  picture 
control  was  a  critical  factor.  The 
instant  playback  ol  tape  provided 
a  valuable  advantage. 

We  tried  instant  animation,  pro- 
ducing the  lust  Anilorm  commer- 
cials evei  made.  And  we  have  even 
ventured  into  the  field  to  use  the 
tape  laciliiies  ol  a  number  ol  local 
stations,  including  color  tape  at 
\\  111)11  in  supposedly  staid  Boston. 
You  should  have  seen  those  Arnold 
Butter   Rolls   in    living  color! 

Ii  all  adds  up  to  the  lact  that 
videotape— or  any  other  technical 
development     that     allows    lor    a 


GO 


broadei  scope  in  the  handling  ol 
advertised  products — should  he 
thorough!)  explored  and  utilized 
h\  the  agencies  for  their  clients-' 
benefit.  Keeping  up  with  technical 
progress — or  slightly  ahead,  if  pos- 
sible— would  seem  to  be  an  in- 
herent agency  responsibility. 

So  hitch  youJ   creative  sights  and 
come  on  in.     The  taping's  fine!    ^ 


STEREO  OUTLET 

(Continued  from  page  29) 
cast  medium." 

KPEN  also  presents  news,  sports, 
weather,  and  stock  market  reports. 
Lately  it  has  been  increasing  its 
live,  remote  pickups  ol  public  serv- 
ice and  special  events  broadcast  in 
multiplex  stereo. 

The  young  owners  claim  that 
KPEN  with  its  120,000  watts  maxi- 
mum power  is  western  America's 
most  powerful  fm  station.  But, 
most  significantly,  they  assert  that 
their  station  alone  accounts  for 
55%  of  the  gross  revenues  of  all  fm 
stations  in  the  San  Francisco-Oak- 
land area. 

The  sage  of  KPEN-FM's  rise  was 
so  outstanding  that  earl)  this  year 
Gabbert  and  Gielow  were  head- 
liners  at  a  special  meeting  in  Wash- 
ington called  by  the  electronic  in- 
dustries association.  Even  members 
of  the  FCC  were  invited  to  hear 
the  story  of  KPEN's  successful  op- 
eration. #► 


"COMPUTERIZED"  BUYING 

(Continued  from  page  39) 

The  D'Arcy  shop  already  has  a 
good  deal  of  equipment  in  its  St. 
Louis  central  office,  where  the  ob- 
jective is  to  first  automate  the  agen- 
c\'s  accounting  systems.  FC&B  sim- 
ilarly handles  its  accounting  on 
ADP  equipment  from  Chicago, 
while  the  New  York  office  is  work- 
ing out  further  applications  with 
Remington  Rand. 

DDB  and  EWR&R  both  are 
currently  investigating  the  most 
fruitful  media  applications,  and  dis- 
c  ussions  are  being  held  at  FS&R 
and  Grey . 

J.  Walter  Thompson  has  no 
doubt  of  its  ability  to  master  the 
new  RCA  301;  the  agency  plans  to 
co\er  all  its  media  and  accounting 
requirements  with  this  system. 

A  balanced  comment  upon  the 
buyers  and  sellers'  place  in  this 
revolution  came  recently  from 
Amhom    DcPicrro.   media  director 


at  Geyer,  Morey  &  Ballard. 

His  view:  "Perhaps  in  our  haste 
to  idoli/e  this  equipment,  we  seem 
to  overlook  the  fact  that  the  com- 
puter is  now  more  than  15  \ears 
old. 

"We  do  not  regard  it  as  a  re- 
placement for  media  experience 
and  knowledge  .  .  .  the  computer 
doesn't  think,  it  can  only  help  ■ 
improve  your  decision-making 
ability. 

"We  also  know  that  what  you  get 
from  the  computer  is  governed  by 
what  you  put  into  it.  This  equip- 
ment has  proved  itself  fully  cap- 
able of  handling  masses  of  mathe- 
matical data  quickly  and  accurate- 
ly," sa\s  the  GM&B  adman.         ^ 


SHORTWAVE  ACTIVITY 

(Continued  from  page  37) 
rebioaclcast  the  race.  In  numerous 
instances,  local  Champion  or  Chrys- 
led  dealers  sponsored  the  rebi out- 
casts— thus  making  the  internation- 
al promotion  a  local  one  as  well. 

In  some  instances,  as  lor  example 
in  Santiago,  Chile,  the  leading  lo1 
cal  radio  station    (Radio  Portales) 
broadcast  a  roundup  of  highlight! 
ol  the  race.     This  was  a  30-niinutt 
program  bom  5  to  5:30  p.m.  loca 
time.      In     (lost  a     Rica,    the     loca 
Champion    dealer    bought    the   en 
tire  rebroadcast  on  his  local  station 
Radio    Monumental.     Thiouidiou 
Europe,    racing    car    clubs    got    t( 
gether   to   listen   to   the   account  c 
the  sports  event. 

To  see  if  it  could  get  a  mail  pu 
from  outside  the  country,  Chrysfl 
made  an  offer  of  some  30  plal 
models  of  the  official  pace  car  to! 
drawn  alter  the  race.  More  th 
750  responses  came  even  thoil 
postage  costs  averaged  25  cents.  Oi 
week  after  the  broadcast,  Willia 
Seaberg,  v.p.  of  Chrysler  Inter! 
tional,  drew  the  winning  names 

"Until   Radio  New  York  Wor 
wide  made  possible  the  men  hand 
ing  approach   utilized   b\    Chrys 
International  and  Champion  Spa 
Plugs   in    this   promotion,  most 
ternational  advertisers  had  to  r 
upon  magazines,"  Rail  Brent,  pr 
dent    of   Radio    New    York   Woi 
wide.  sa\s.    "Long  distance  radic 
via  short  wave — now  becomes  a 
tal   force  in  bringing  to  the  att 
lion  ol   millions  ol  consumers  o' 
^eas    the    products    and    services! 
United  States  manufacturers." 

SPONSOR    I     ni",     hi 


'VIEWPOINT 


A  column  of  comment 

on  broadcasting/advertising, 

by  industry  observers 


JELLING  TO  KIDS:  BEWARE  THE  PITFALLS 


By  ANDRE  BARUCH 

Vice  president  radio  and  '•■ 

h  ht  ii.  Muring <   Wayne,  New  York,  \  > 

I  here's  a  reason  1  lelitzei .  Wai 
ig  8c  Wayne  puis  about  90  per  cent 
I  lis  i  bents'  budgets  into  iclc\  i 
oii:  i\  rea<  lies  kids  in  .i  dramatic 
nd  effe<  live  way .  !'>in  i\  has  lost 
pint'  impact  in  recent  \eais  .is  kids 
ave  l)C(  ome  inured  i<>  iis  suasions 
bat's  why  we  —admen  with  expe- 
en< e  in  iliis  youthful  m.u kel  are 
•tting  more  foi  out  tele\  ision  dol- 
is  as  specialists  in  the  advertising 
id  ni.ii  keting  of  ( hildren's  prod- 

(  Is. 

The  (  hildren's  mai  kei  now  num- 
ars  some  60  million  youngsters  un- 
;-t  16  and  is  growing  at  the  rate  of 
,i  million  every  five  years.  Chil- 
en  today — through  their  parents 
id  themselves-  represent  about 
>()  billion  in  annual  disposable  in- 
line, or  3  I' ',  ol  the  ( onsumei  mat  - 
t.  How  to  reach  them  and  sell 
icin  with  television  is  no  cas\  job. 
dvertisers  go  tumbling  through 
ition  doors  into  kiddie  programs, 
[hting  for  attention  with  direi  il\ 
mpetitive  produ<  is,  and  using  the 
me  old  dc\  i(  cs  in  the  vain  hope 

getting  results.     Here  are    just    a 
w  ol  the  mam  things  we  keep  in 

nd  in  putting  a  new  hat  on  the 
Id  head  of  (  hildren's  iele\  ision. 
Get  to  the  />i>i>)i  with  kids,  and 
tt!  Advertising,  to  children,  is 
it  a  primitive  painting.  I'se 
oad-stroke  obvious  techniques 
id  gel  directly  to  the  point, 
nether  that  point  is  an  idea  or 
a  emotion.  There's  anothei  bio 
Bson  to  get  the  point  fast :  main 
odu<  is  advertised  to  children  are 
isonal.   as   with    toys,  games,    and 

is  at   Christmastime.     II    the  t\ 

innieM  ial  doesn't   sell  on   the  In  si 
'l.  it  doesn't  sell     -pel  mil.    Hide's 

se<  ond  i  hance. 

Relate  action   on   the   screen  di- 
tty to  something  which  is  famil- 
the  youngstei .   Kids  see  them 
,Ui;   ves  in  am  commercial,  and  they 
;,     cd  to  identify  with  something  in 


ii.  Even  though  they're  playing  a 
fantasy  role     the  gii  I  the  fairy  pi  in 

( ess    doll    and    ihe    boy     ihe    spat  e 

shooting   astronaut     they    need    to 

feel  al  home.  Some  ol  I  he  model  n 
sei  I  ings  used  in  (  oinniei  (  ials  don't 
cm  OUl  age  I  hem  lo  leel  i  ela\ed  and 

ai  ease,  because  ihe  surroundings 
aren't  familiar. 

/V  fails  miserably  >i  it's  ovei 
done — //  it's  phony  <>>  uncomfort 
able.  Kids  sense  quickly  when  a  sit- 
uation is  false,  and  they  break  iin<> 
'4. iles  ol  laughter  oi  snorts  ol  deri- 
sion when  a  little  git  1  is  just  t<><> 
c(  sial  ii  about  hci  new  so<  ks.  oi  ,i 
boy  goes  into  ihe  bluest  ol  lunks 
o\  ei  a  baseball  game.  I  his  ovei 
elation  <n  exaggei ated  depression  is 
an  example  ol  what  happens  when 
adman  adults  second  guess.  Only 
kids  i  an  judge  a  i  oinnieK  ial  dire<  i 
ed  to  youngsters,  rhat's  why  we 
pre-test  every  storyboard  with  out 
(  hild  expei  ts  and  a  <  hild  psy<  hol- 
ogist,  and  why  rough  and  finished 
< ommen  ials  are  s(  teened  before  the 
k  ids  themselves. 

Tv,  mid  the  product  advertised, 
can  give  the  child  n  much-needed 
sense  of  authority.  Toys,  as  well  as 
art  and  musi< .  oiler  an  escape  for 
the  child  who  has  been  told  all  his 
life  what  to  do.  and  how  and  when 
to  do  it.  But  ihe  appio.n  h  must 
change  with  different  age  groups. 

Humoi  is  extremely  effective  in 
television.  But  a  child's  humoi  is 
a  vastly  different  thing  than  an 
adult's.  Kids  love  primitive  fun 
pies  in  the  I.k  e.  pi  atfalls.  I  his  kind 
ol  humor  is  basic .  ob\  ions,  un- 
sophisticated and  has  more  than 
a  shade  ol  <  i  uclt\  in  ii.  Some  ex- 
aggerated humor  appeals  to  both 
adults  and  kids,  but  this  is  rare  and 
difficult  lo  achieve,  like  ihe  "Hawai- 
ian Pun*  h  -Pow!"  ( ommen  ial. 

Musu  is  a  natural  with  kids. 
They  love  to  sing  to  themselves, 
hum  tuneless  melodies,  chant.  I  his 
penchant,  as  well  as  theii  native 
talent     to    mimic     and    memorize, 

lends   itsell    lo   the  SU<  i  essl  ul    use  ol 


jingles.    II  it's  a  good  jingli    I  hi 

\(  l  I  iset    has  a   built   ill   w  .ilk  ii 
men  ial      K  ids  like    .iduli   pn 

\\  i-  bki  the  story  ab< ml  one  i >i  out 
staffei 's  kids  who  weni  into  i  mil 
when  his  dad  wasn't  taking  liish 
\n  I  incs  io  I  [ouston  "ii   i  busit 

ii  ip! 

i  hild  in  tm  s    must    be 

featured  in  the  t\    i  ommert  ial  d\ 

a  i  ted  i"  hnls.  ( )n<  c  you'i e  i  asi  ih<- 
i  ighi  i\pe  ol  person,  the  boy  oi  gii  I 
on  s(  icen  is  vei  j  < -as\  to  work  w  ith 
( Ihildren  leai  n  fast.     I  hey  take  oi 
deis  well  il  \ou  work  w ith  them  in 

a    <  leal     and    pin  im-    way        I  hc\'ie 

good  al  tnemoi  izing  and  fine  al  pai 
ing  and  s\ in  hronizing  a<  t ion  with 

Words.  It's  a  \ei  J  l  ale  OC<  .ision 
when   a    lake   is  Hulled   be<  auSC  I  'I     I 

( hild  oi  a  baby . 

I  here's  no  awa  in  telei  ision 
more  <  hallenging  oi  more  unusual 
than  advei  i  ising  to  <  hildren  \n<l 
there's  none  that's  more  fun,  eithei ' 
Ii    makes   hard   work,   digging    foi 

new  appio.n  lies  a\x\  sii  i\  ing  to  un 

dei  stand  \  a<  illations  in  the  i  om 
i>le\  ( hildren's  mat  kei  vei  j  well 
worthwhile.  ^ 


ANDRE  BARUCH 


/    long-time    professional    in 
broadcasting,  he  has 
in    every    phasi     o\    the    in- 
dustry, im  luding  pel  I 
and   pro 

11  ns  station  and 

tuition.     II 

keting  and  men  hand 

many  I     s 


JNSOR'I    jULY    1963 


61 


'SPONSOR 


President  and  Publisher 
Norman  R.  Glenn 

Executive  Vice  President 
Bernard  Piatt 

Secretary-Treasurer 
Elaine  Couper  Glenn 

EDITORIAL 

Editor 
Robert  M.  Grebe 

Executive  Editor 
Charles  Sinclair 

Art  Director 
Maury  Kurtz 
Senior  Editors 
Jo  Ranson 
H.  William  Falk 

Special  Projects  Editor 
David  G.  Wisely 

Associate  Editors 
Jane  Pollak 
Barbara  Love 
Audrey  Heaney 
Niki  Kalish 

Copy  Editor 

Tom  Fitzsimmons 

Assistant  Editor 
Susan  Shapiro 

Washington  News  Bureau 
Mildred  Hall 

Chicago  News  Bureau 
Winifred  Callery 

ADVERTISING 

Southern  Sales  Manager 
Herbert  M.  Martin  Jr. 

Midwest  Manager 
Paul  Blair 

Western  Manager 
John  E.  Pearson 

Production  Manager 
Mary  Lou  Ponsell 

Sales  Secretary 

Mrs.  Lydia  0.  Cockerille 

CIRCULATION 

Manager 
Jack  Rayman 
John  J.  Kelly 
Mrs.  Lydia  Martinez 
Anna  Arencibia 
Mrs.  Lillian  Berkof 


ADMINISTRATIVE 

Assistant  to  the  Publisher 
Charles  L.  Nash 

Accounting 

Mrs.  Syd  Guttman 
Mrs.  Rose  Alexander 

General  Sei  \  icei 
George  Becker 
Madeline  Camarda 
Michael  Crocco 
Dorothy  Van  Leuven 
H.  Ame  Babcock 


62 


Staff 


'SPOT-SCOPE 


Significant  news, 
trends,  buying 
in  national  spot 


TALKING  TOTEM  TOUTS  REALEMON 

RcaLcmon  Reconstituted  Lemon  Juice  spot  t\  campaign  currently  appear- 
ing in  five  midwestern  (St.  Louis,  Milwaukee,  Chicago,  Detroit,  Cleve- 
land) and  six  eastern  markets  (Pittsburgh,  Philadelphia,  Boston,  New  York, 
Baltimore,  Washington  D.  C.) ,  features  "the  world's  first  live  talking  totem 
pole."  The  unique  seven-and-a-half-foot  Totem  pole  talks  without  benefit 
of  animation  or  stop  motion:  utilizes  foam  rubber  lips  attached  to  a  hand- 
operated  mechanical  device.  Filmed  spots  are  appearing  on  an  average  of 
22  times  a  week  in  each  market,  and  will  continue  throughout  the  warm 
weather  season.    ReaLemon's  agency  is  Lilienfeld    (Chicago) . 

X-24  smiles  on  tv 

Coty  campaign  for  X-24  summer  lipstick  is  now  running  in  prime  time  on 
tv  stations  in  about  20  top  markets.  Drive  started  the  end  of  June:  will 
run  for  an  indefinite  time  using  minutes  and  20-second  spots  mostly  in  black 
and  white,  but  in  color  where  feasible.   Agencv  is  Ellington   (New  York) . 

Salems  hit  100  + 

R.  J.  Reynolds'  Salem  cigarettes  summer  radio  campaign  is  now  underwaj 
in  100-f  markets,  using  minutes.  Harry  Martin  at  Esty  (New  York)  is  the 
buyer. 


TV  BUYING  ACTIVITY 


•  Van  de  Kamp's  Dutch  Holland  Bakeries'  fro/en  food  line  will  be  intrc 
duced  in  the  Pacific  Northwest  late  in  Julv  using  a  two-week  flight  of  5' 
spots  on  KING-TV  and  KOMO-TV  (Seattle) ,  KIMA-TV  (Yakima)  .  an. 
KVOS-TV,  Bellingham.  Plan  also  includes  a  radio  schedule  of  25  spots  01 
KVI,  KOL,  and  KING  (all  Seattle)  .  Later  promotions  are  expected  to  fo 
low  the  initial  wave.  The  new  products  are:  Chicken  Pie,  Erench  Frie 
Northern  Halibut,  Halibut  Croquettes,  Beef  Enchilada  Ameircana.  an 
Cheese  Enchilada  Americana.  The  line  has  been  marketed  in  the  Los  \i 
geles  area  for  the  past  two  years,  with  some  prior  test  marketing  in  Sa 
Diego  and  Santa  Barbara.  William  J.  Martin  at  Lenncn  8c  Newell  (Lc 
Angeles)   is  account  supervisor  in  charge  of  the  campaign. 

•  ABC  Union  Discount  stores  (Anaheim.  Calif.)  will  spend  $250,000  i 
spot  during  the  next  year,  starling  with  a  campaign  due  to  get  under  m 
late  in  July.  Stations  have  not  as  vet  been  selected.  Stores  arc  located  i 
Santa  Ana.  West  Covina,  Riverside.  Bakcrslield.  Ventura,  and  Yfontclar] 
Roy  Rabat  is  the  account  executive  at  J.  Allen  Trudeau  &  Assoc  iat 
(Hollywood) . 

RADIO  BUYING  ACTIVITY 

•  Hebrew  National  Kosher  Foods  (New  York),  which  has  distribution 
11   western  stales,  will   introduce  three  new  products  in   ihe  southern  Ca 
fornia  market  with  a  multi-media  $90,000  ad  campaign.    Program  inclufl 
saturation  spol  schedules  on  Los  Angeles  area  stations.     Vgenc)   i>  Ashe 

Could    (I.os  Angeles):  account  supervisoi    is  Hal   Asher. 

•  Bristol-Myers'  Mum  deodorant  starting  a  13-week  run  ol  minute  spots 
soon  as  possible  in  scattered  markets.  Buyer  at  Grej  (New  York)  is  Mc 
Goldstein. 


SPONSOR/1   july   19 


What  can  one  company  do  to  improve  audience  measurement? 


Continue 

Research 

Leadership! 


irtii 
i  ill  | 
is 

|(  f 


jl0l 


It  is  a  simple  and  certain  fact  that  any  improve- 
rs in  any  industry  come  from  the  innovator 
the  developer  of  new  and  advanced  techniques. 
I't  it  more  likely  then  that  future  refinements  in 
Jience  research  will  come  from  a  company  who 
consistently  contributed  these  advances  for 
>re  than  a  decade? 

\RB  thinks  it  is  .  .  .  and  we're  set  on  proving  it. 
quickest    review   of   ARB's   contributions   will 
■icate  we  were  first  to  use  the  interview-supervised 
Tily  viewing  diary  for  syndicated  television  audi- 
be  measurement  ...  to  offer  instantaneous  tele- 
ion  audience  measurement  via  ARBITRON   .  .  . 
'implement  a   means  within  the  diary  to  record 
i/ing  by  individual  members  of  the  family  .  .  . 
arovide  detailed  information  on  the  survey  area 
to  define  and  survey  total  market  areas  ...  to 


provide  simultaneous  audience  measurement  for 
every  television  station  in  every  U.  S.  market  .  .  . 
and,  to  expand  local  audience  composition  esti- 
mates. And  these  are  only  some  of  ARB's  contri- 
butions. 

While  these  advancements  have  been  incorpo- 
rated as  beneficial  additions  to  ARB  reports,  they 
are  by  no  means  the  end.  Responsibility  to  both 
clients  and  ourselves  dictates  continued  leadership 
in  audience  research  through  self-initiated  search 
for  improvements. 


AMERICAN 
RESEARCH 
BUREAU 


WWDG 


radio 


salutes  Washington's  finest 


Thanks  to  The  National  Brewing  Company   and  its  president  Jerold  C. 

Hoffberger,  the  nearby  "Chesapeake  Bay,  Land  of  Pleasant  Living"  is  all  the 

nearer  and  dearer  to  the  hearts  of  Washinglonians.  The  Bay  Country's  rich 

history,  gracious  traditions,  fine  foods  and  good  fun  have  all  been  extolled  in 

the  distinctive  rhythm  and  rhyme  radio  jingles  of  National   Beer.  These 

saturation  spots  have  made  for  pleasant  listening,  and  they've  gone  on  to  do 

their  job  by  making  pretty  music  on  local  cash  registers.  Our  thanks  to 

National  Beer  and  its  agency,  W.  B.  Doner  &  Co.,  for  the  privilege  of  playing 

a  key  part  in  this  success  over  many  years.  National  sells  to        _  dimd 

people— and  WWDC  is  "the  station  that  keeps  people  in  mind.'*     ^r"  GROUP 

fjfVPLAN 
Represented  nationally  by  John  Blair  $  Company       ^^^  MEMBER 


t 


1 


1 


SPONSOR 

WEEKLY  MAGAZINE  RADIO/TV  ADVERTISERS  USE 


-i 

uo 
Cuicv 

Ik 

:*»  * 
«*« 

DO 

o> 

r 
i      * 


RECEIVED 

8  JULY  1963— 40c  a  copy       $8  a  year 


NBC  GENERAL  LIBRARY 


THE  SPANISH 
LANGUAGE 
RADIO  &  TV 
MARKET 

Special  report  on 
this  market    p.  55 


isuntan  lotion?  Your  best  opportunity  is  right 
mile  she's  using  the  product.  Spot  Radio  via 
i.reat  stations  will  send  your  summer  sales 
inng. 


RADIO    DIVISION 

•  WARD     PETRY   &     CO.,   INC. 

IE   ORIGINAL    STATION    REPRESENTATIVE 

•      CHICAGO      •      ATLANTA      •       BOSTON      •       DALLAS 
!•      LOS  ANGELES     •      SAN    FRANCISCO     •      ST     LOUIS 


Albuquerque 
Atlanta 
Buffalo 

Chicago 

Cleveland 

DallasFt.  Worth 

Denver 

DuluthSupenor 

Houston 

Kansas  City 

Little  Rock 

.  Los  Angeles 

Miami 

.     MinneapolisSt.  Paul 

•  tain  Network 


WTAR  Norfolk-Newport  News 

KFAB  Omaha 

KPOJ  ....       Portland 

WRNL  Richmond 

WROC      Rochester 

KCRA  Sacramento 

KALL  Salt  Lake  City 

WOAI  San  Antonio 

KFMB  San  Diego 

KYA  San  Francisco 

KMA  Shenandoah 

KREM  Spokane 

WGTO  Tampa  Lakeland  Orlando 

KVOO  Tulsa 
Radio  New  York  Worldwide 


I 


/ 


^>W 


CONSIDER  THE  WCCO  TELEVISION  FACTOR* 
WHEN  BUYING  THE  TWIN  CITY  MARKET! 


*THE  WCCO  TELEVISION 
FACTOR  IS... 

■  Leading  circulation  in 
both  ARB  1960  and  NCS 
'61  coverage  studies. 

■  Leading  audience . 
check  either  the  current 
Nielsen  or  ARB  Report. 


WCCO  TELEVISION'S  66-COUNTY  AREA  FIGURES: 

1962  1963 

Population 2,977,700       3.012,01 

Families ~Sei^4Q& 

TV  Homes 733,000 

Retail  Sales  (000) .-  3,755,373       3,999, 

Effective  Buying  Income  (000). .-&7§76v063- 
Average  Family  Income — 6t473 

AS    GROWING  ! Source:  Sales  Management  Survey  of  Buying  Power 

^Television  Magazine,  Feb.  1962  and  1963 


GROWTH  TELLS  THE   STORY 
and  the  Twin  City  Market 


WCCO   TELEVISION  .  .  .  "THE   DIFFERENCE  BETWEEN   GOOD  AND   GREAT  IN  MINNEAPOLIS  ^h  ST.  PAUL   TELEVISIC 


Sold  Nationally  by  Peters,  Griffin,  Woodward,  Inc. 


RETURN  OF  THE  FLY 


*TY  OF  THE  FINEST  FEATURE 
«TION  PICTURES  FROM  SEVEN  ARTS 

Arts  "Films  of  the  50's"-Money  makers  of  the  60s 


rr\ 


', 


\zs 


SEVEN  ARTS 

ASSOCIATED 

CORP. 


or  list  of  TV  stations  programming  Seven  Arts     Films  o!  the  50V  see  Third  Cover  SRDS  (Spot  TV  Rates  and  Data)       TORONTO.  ONTAJUOt  II 


A  SUBSIDIARY  Of    SIVEN  ARTS  MOOUCTrOWS.   ITO 

HEW  TOOK   200  *>•  Amm 

CHICAGO  46J0  £utv  Uncotr-ood.  ■» 

DALLAS  564 1  Onrtaatan  Draw  HDrnn+HOS, 

lOSANMUS  JSelPTHlWOCTJlO"*.  iVw     • 

mnwDi 


1.  Los  Angeles  metropolitan 
area  Spanish-speaking  pop- 
ulation: 

900,000-  plus 

2.  Average  yearly  income: 
$800,000,000 

• 

3.  For  automotive  products: 
$72,540,000  annually 

• 

4.  For  food  products: 
$434,700,000  annually 

YOU  CAN  HAVE  YOUR  SHARE! 

72  National  Advertisers  on 
Spanish-language  KWKW 
reach  approximately  277,880 
Latin-American  homes  per 
week  at  a  CPM  of  $0.72. 
KWKW's  5000  watts  speak  the 
language  convincingly  to  a 
loyal  audience.  KWKW  has  20 
years'  proof  waiting  for  you! 

KWKW 

SOOO  WATTS 

Representatives: 

N.Y.- National  Time  Sales 

S.F.-Tfieo.  B.Hall 

Chicago-  National  Time  Sales 

Los  Angeles  — HO  5-6171 


'SPONSOR 


8  JULY  1963 

Vol.  17  No.  27 


Key  Stories 

29     TV  SPORTS:  MAGNET  FOR  TODAY'S  WOMEN 

Sex  appeal  of  athletes,  particularly  winter  stars,  attracts 
the  femmes,  motivational  research  shores 

32     RESEARCH  SHOWS  DAYTIME  VIEWING   HIGH 

Proctor-Silex  salesmen  question  aid  of  heavy  tv  budget. 
Management  proves  housewives  view  commercials 

34  PROGRAM-WITHIN-A-SPOT  FOUND  POPULAR 

Golf  lessons,  each  just  12  minutes  in  length,  live, 
maintain  spot  frequency,  add  sponsorship  values 

35  REP  STUDIES  LOCAL  TV  FACILITIES  FOR  COLOR 

Petry  Co.  studies  32  major  U.  S.  markets,  permitting  ad 
agencies  to  participate  in  planning  questionnaire 

36  ALCOA  SAILING  ON  WELL-CHARTED  SALES  COURSE 

Cashes  in  on  enthusiasm  for  boating;  trail  blazing  drive 
increases  aluminum  sales  to  small-craft  market 


THE  SPANISH  LANGUAGE  RADIO/TV  MARKET: 

For  complete  report  on  profitable  market,  see  page  5  5 


Sponsor-Week 


11 

Top  of  the  News 

46 

Radio   Networks 

43 

Advertisers  &  Agencies 

46 

Tv  Networks 

48 

Stations  &  Syndication 

51 

Representatives 

42      Washington  Week — broadcast  ad  news  from  nation's  capital 

Sponsor-Scope 

19      Behind-the-news  reports  &  comment  for  executives 


Departments 

26  Calendar 

41  Commercial  Critique 

17  Data  Digest 

26  555  Fifth 

so  Newsmakers 


9  Publisher's  Report 

54  Sponsor  Masthead 

54  Spot-Scope 

38  Timebuyer's  Corner 

53  Viewpoint 


SPONSOR  ®  Combined  with  TV  ®  U.S.  Radio  ®  U  S    FM  ®.     ©   1963  SPONSOR  Publica- 
tions  Inc.      EXECUTIVE,   EDITORIAL,  CIRCULATION.    ADVERTISING    OFFICES:    555    Fifth    , 
,,.         Ave,  New  York   17.     212  MUrray  Hill  7-8060.     MIDWEST  OFFICE:  612  N.  Michigan  Avt.. 
*♦,  Chicago   11.  312-664-1166    SOUTHERN  OFFICE:   PO    Box  3042.   Birmingham   12.  Ala.   20$fl 
V»  322-6528.    WESTERN  OFFICE:  601   California  Street,  San  Francisco  8,  415  YU   1-8913.    I'M 
W*  Angeles    phone    213-464-80B9.      PRINTINC    OFFICE:    3110    Elm    Ave.,    Baltimore     11.    Md 
SUBSCRIPTIONS:   US    $8  •  year,  Canada  $9  a  year.    Other  countries  $11    J  year.     Single 
copies  40V     Printed  U.S.A.    Published  weekly     Second  class  postage  paid  at  Baltimore.  Md    J  L 


SPONSOR/8  jnv    I96S( 


Ill  a 

class 

by 

itself. . 


e^l/trCkicvt 


'c/ti^ 


^JadUCac* 


in 


¥cWJW 'Jutwmi  alwd/uAKGirfilJ^  OMimokfofiwcfa,,  &fcH 


. 


Every  American  made  car  has  been  advertised 
on  WJW  Radio  during  the  first  six  months  of 
this  year. 

PULSE  Qualitative  Study  shows  94.2%  of  WJW 
listeners  own  an  average  of  1.27  cars  per 
home,  compared  with  83.6%  for  the  Cleveland 
market. 

WJW  listener's  income  of  chief  wage  earner 
is  $6,400  compared  with  $5,700  for  Cleveland 
market  average.  22.3%  of  W  J  W  families  have 
an  income  of  $10,000  or  more. 

WJW  attracts  a  higher  percentage  of  profes- 


sional, executive  and  proprietor  listeners, 
27.3%  vs  16.2%  for  the  Cleveland  market 
average. 

The  combination  of  balanced  BEAUTIFUL 
MUSIC  .  .  .  TOTAL  INFORMATION  NEWS  .  .  . 
pleasing  PROGRAM  PERSONALITIES  attract 
an  adult,  affluent  audience.  Select  the  station 
with  the  listeners  having  the  income  and  in- 
clination to  buy.  and  you'll  benefit  by  this  buy- 
ing power.  Your  Katz  representative  has  more 
information. 

JAMES  P.  STORER 

General  Manager 

Source:  November-December  1967  Special  PULSE  Survey 


: 


LOS  ANGELES 
KGBS 

PHILADELPHIA 

iriBG 

CLEVELAND 

ii  j  ii 

MIAMI 

irc.Bs 

TOLEDO 

li'SPD 

DETROIT 

H'JBK 

STORER 

BRClIDCISTISG  CMP.4SY 

NEW  YORK 

WHS 

MILWAUKEE 
WITl-TV 

CLEVELAND 

irjif-rr 

ATLANTA 
WAGA-TV 

TOLEDO 

irSPD-TI' 

DETROIT 
wjBK-rr 

NSOR   8    JULY 

1963 

5 

BIGGER  THAN  EVER!  Starting  September  2, 
KNXTs  "The  Big  News" -the  first  daily  full 
hour  of  news  in  Los  Angeles— becomes  the  first 
daily  90 '-minute  television  news  broadcast  in 
the  nation!  (Mon. -Fri. ,6-7:30  pm) 
On  that  date,  "The  Big  News"  will  add  an  en- 
tirely new  dimension  to  television  news  broad- 
casting. More  world  news.  More  local  news. 
More  weather  reportage.  More  sports.  More 
exclusive  features,  such  as  consumer  news 
reports.  More  on-the-spot  coverage  from  all 
sectors  of  the  vast  Los  Angeles  market.  A  full 
hour  of  unprecedented  in-depth  television 
journalism  prepared  by  the  largest  full-time 
news  staff  in  the  West,  and  reported  by  the 
West's  most  distinguished  news  broadcasters. 
Followed  at  7  pm  by  more  Cronkite:  the  new 
half- hour  "CBS  Evening  News  with  Walter 
Cronkite" on  the  CBS  Television  Network. 
Obviously,  Southern  Californians  will  be  get- 
ting more  of  everything  that  has  already  made 
"The  Big  News"  the  leading  daily  news  broad- 
cast throughout  the  largest  metropolis  in  the 
nation 's  number  one  state. 
CHANNEL  2,LOSANGELES 


SKNXT 


CBS  OWNED  ■  REPRESENTED  BY  CBS  TELEVISION  STATIONS  NATIONAL  SALES 


PUBLISHER'S 
REPORT 


One  man's  view  of 
significant  happenings  in 
broadcast  advertising 


How  the  FCC  can  help  the  broadcaster 

In  more  than  .1  quartei  centur)  <>l  broadcast  trade  publica 
lion  activity,  1  can'l  recall  an)  period  thai  rivals  the  present  t * >  1 
government  involvement  in  broadcast  operational  matters, 

No,  I  haven't  forgotten  the  1946  FCC  Blue  Book. 

Nor  the  pressure  applied  l>\  the  FCC  i<>  "encourage"  am 
applicants  i<>  gel  into  fm. 

Nor  Chairman  Minow's  maiden  speech  to  the  NAB. 

rhese  blockbusters,  violent  ;is  the)  wen-,  separately  con 
itituted  the  clucks  and  balances  that  .1  broadcasts  might  ex 
beet  under  .1  regulator)  system  such  as  ours. 

Now  comes  a  new  era. 

It's  open  season  on  free-enterprise  commercial  broadcasting. 
Kach  day  you  open  your  newspaper  expecting  a  new  ban  i 

What's  the  reason? 

Is  il  because  a  succession  ol  quiz  scandals,  attacks  on  station 
grants,  and  public  interest  in  t\  programing  suggests  new  ap 
proaches  to  headlines  on  which  ambitious  men  feed? 

Is  it  because  t\  and  radio  really  need  to  be  constantly  under 
lite  in  order  to  fulfill  their  obligations? 

Does  it  represent  the  Kennedy  approach  to  broadcasting? 
The  record  (the  true  record)  shows  extraordinary  overall 
interest  by  broadcasters  in  rendering  good  broadcasting  service. 
It  shows  an  industry  profitable  to  some,  unprofitable  to  others. 
It  shows  an  industry  long  on  pioneering  and  risk  venture.  It  also 
shows  constantly  shilling  philosophies  and  stances  l>\  the  FCC 
as  chairmen  and  commissioners  change. 

The  FCC  has  encouraged  broadcasters  to  editorialize.  Now 
comes  a  Congressional  attack  on  editorializing. 

The  industry  is  vulnerable  to  a  push  against  commercial 
standards  when  so  much  ot  the  industr)  doesn't  subscribe  to  the 
NAB  Codes.  Bin  a  friendly  nudge  by  the  FCC  to  the'  NAB 
(with  a  time  limit  specified)  might  bring  other  broadcasters 
into  line.  How  do  they  know  it  wouldn't  work?  I  hey've  nevei 
tried. 

We'd    like    to   see    the    FCC    talk    over   some    ol    its   objectives 
with  responsible  LeRoy  Collins  of  the  N  \B.   Some  of  the  nun 
latory  harassments  might  be  minimized  thai  way. 

Under  good-intentioned  Chairman  Henry  the  avalanche  ol 
paper-work  involving  the  broadcaster  might  also  be  cut  down. 

II  the  FCC  wants  the  broadcaster  to  render  his  best  sen  ic  e  1111 
It  1  the  existing  system  it  would  be  more  than  helplul  to  make 
his  point  crystal-clear. 

Sincerel) . 


fr-7-Hxi/ 


WPTR 

ALBANY-TROY 

SCHENECTADY 

N.Y. 


WPAT 

New  York. 
N.Y. 


DIFFERENT? 


PROGRAMMING 

our  colleagues  at  WPAT  have  built  their  pro- 
gramming reputation  based  on  dedication 
to  the  need  and  desires  of  their  audience 
then  there  is  little  difference  between  the 
two  stations  and  listeners  to  both  are 
better  served  for  it.  Recent  correspondents 
to  WPTR  points  up  the  varied  interests 
WPTR  serves:  the  Executive  Director  South 
ern  Vermont  Art  Center,  an  air  man  Goose 
Bay  Labrador,  the  Manager  of  the  Capitol 
District  Farmers  Cooperative  Market,  house- 
wives, the  sports  editor  of  a  local  news- 
paper, the  president  of  a  senior  class,  the 
Syracuse  District  Attorney.  There  are  of 
course  many  more.  A  professional  broad- 
caster's unsolicited  letter  is  one  of  our 
favorites. 


THE  WORD  of  aP 

proximately  150  stations  we  heard,  your 
WPTR  was  one  of  the  few  worthwhile 
listening  to.  It  sounded  modern,  bright, 
active,  alert  and  many  of  the  other  things 
that  make  a  radio  station  great." 

—Lou     F.     Tomasi,     PROD      MAN  . 
CJSP,  Leamington,  Ontario 


RATINGS  Small  wonder  WPTR 
is  -1  in  all-day  averages  both  Hooper  and 
Pulse.  Here  are  the  latest  Pulse  all-day 
average  share  of  audience: 

WPTR  Station  X  Station  Y  Station  Z 
28  20  16  14 

For  a  more  qualitative  picture  of  our  vast 
audience,  we  refer  you  to  LQR-100  and 
your  East  man 


YES:  WPTR 

Albany-Troy-Schenectady 
VP  &  GEN  MGR:  Perry  S.  Samuels 


robert  e.eastman  *  co., 

r»pr«»«nting   major  radio  Itationi 


■P0NS0R8    ]ii\     I 


WGAL-TY 

provides  the 
power  that 

makes  the  sale 


MULTI-CITY     TV     MARKET 


In  this  multi-city  market,  an  advertising 
schedule  without  WGAL-TV  is  like  a 
TRACTOR-TRAILER  WITHOUT  A  TRACTOR. 

Put  the  full  sales  power  of  Channel  8  back  of 
your  product.  WGAL-TV  is  the  only  single 
medium  that  reaches  the  entire  market 
and  delivers  viewers  in  far  greater  num- 
bers   than    all    other    stations    combined. 

WGAL-TV 

Channel  8 


N  / LOUDOUN 

OKI 


^-— TTW.mTT.^   'I  UJJ        STEINMAN  STATION    .    Clair  McCollough,  Pres. 
Representative:  The  MEEKER  Company,  Inc.*  New  York  •  Chicago  •  Los  Angeles  •  San  Francisco 
10  SPOMS01/8  july  196* 


'SPONSOR-WEEK 


Top  of  the  news 

in  tv/radio  advertising 

8  JULY  1963 


Delayed  dissent:  \l'»(  network  and  mai 
kcis  hungering  foi  a  third  \hl  l>\  drop-in 
have  a  powerful  voice  in  FCC  Commissionei 
Kenneth  Cox.  Last  week,  Cox  issued  .1  de 
layed  23-page  dissent  from  recent  Commis 
sion  .11  lion  cancelling  seven  prospective  \lil 
drop-ins  in  favor  ol  uhl  pie  in  the  sky.  Cox 
blasts  the  decision  from  every  angle:  foi 
failure  to  weigh  public  interest  .m<l  the 
needs  ol  competitive  balance  among  the  net 
works;  foi  brushing  aside  present  urgent 
needs  ol  the  television  service,  in  favor  «>l  a 
future  possibility  which  the  F<  IC  admits  may 
faltei  .ind  fail— or  l>e  many  years  away.  Cox 
says  that  formei  Chairman  Newton  Minow's 
concurring  statement  which  okayed  death 
to  the  drop-ins,  while  regretting  the  severe 
blow  to  ABC's  competitive  position  foi  the 
next  decade,  falls  into  the  same  error  as 
Commission  majority:  Minow  assumes  with- 
out rationale  that  denial  of  vhf  drop-ins  will 
automatically  insure  ulif  stations  in  these 
seven  markets,  and  that  granting  the  vhf 
drop-ins  would  somehow  diminish  uhf 
chances  in  markets  all  over  the  country. 

Commission  in  error:  Cox  believes  the 
whole  Commission  fell  into  further  error 
when  it  mislead  Congressional  intent.  FCC 
majority  decided  Congress'  authorization  of 

all-channel  sets  meant  the  legislators  wanted 
no  further  efforts  to  make  some  markets  all- 
uhf  and  some  all-vhf.  Cox  feels  that  Con- 
gress was  simply  looking  to  long-range  aid 
for  uhf— hut  it  expressly  forbade  FCC  to 
eliminate  single  \  hf's  in  favor  of  all-uhf  set  \ 
ice  in  eight  communities  in  an  earlier  and 
aborted  deintermix  action  by  the  Commis 
sion.  Congress  has  ne\ei  gone  on  record 
against  chop-in  proposals,  although  it  is 
fully  aw. ue  of  them.  Cox  s.i\s.  Cox  h.is  been, 
and  still  is.  pushing  hard  for  a  temporary 
assignment  of  vhf  chop  ins  with  dual  uhl  op- 
eration for  a  period  ol  seven  years,  at  which 
time,  by  present  conjecture,  the  all-channel 


i\    set    requirements  should   have  advam 
the  uhl  sci\Kc-  10  strong  competitive  posi 
tion  attractive   to  licensees   temporarily    as 
signed  1  lie  drop  ins 

Temporary  drop-ins:  in  any  1  em,  tem 
porary  drop-ins  would  solve  l>oiii  the  long 
range  and  short  range  goals  ol  the  (  ommis 
sion,  Cox  believes.  He  sets  little  store  l>\ 
formei  chairman  Minow's  forlon  hope  that 

someone  would  come  up  with  some    iii.it  \  t  •  I 

ous  "imaginative"    solution    to   the   alloca 
tious  tangle    when  none  has  been  found  foi 
the  past  ten  years,  in  spin-  ol  studies,  heai 
ings,  el  al.    Cox  sa\s  the  answei   is  in  tern 
porary  drop-ins  mu\  dual  operation    a  plan 
Minow  once  embraced  hut  latei  abandoned. 
For  the  broadcastei  who  wants  to  review  tin 
Com  miss  ion's  ba<  Is  and  forth  ovei  the  alloca 
lion  problems,  its  frequent  changes  ol  dire* 
tion  and  opinion    the  Cox   statement  con- 
tains an  abbreviated  and  acid  compilation 

Adam  Young  expands:  WHNB  l  V.    the 
NBC  affiliate  in  Hartford,  and  K.CRG  I  \ 
the   \r>(    station  in  Cedai   Rapids,  have  ap 
pointed  Adam  Young  [nc.  as  national  rep 
resentative.    Io  handle  this  and  othei   new 

i\   station  business  in  the  house  since   I    [an 

uary,  the  rep  firm  is  making  several  execu 
tive  a\\'\  sales  personnel  changes.    William 
B.  Peavey,  formerly   manager  ol  west  toast 
operations  foi  Young    relevision,  s.in  Fran 
cisco,  moves  to  eastern  sales  manager.    R< 
placing   Peavey    is  account   executive   |ohn 
M.  Slocum.    Rogei   II.  Sheldon,  manage!  ol 
the  St  Louis  office,  has  been  transferred  to 

the    New    York    tV   division    and    will    he    i< 

placed  in  St  Louis  l>v  Thomas  M  Dolan, 
formerly  at  D'Arcy.  Charles  W  (  onrad  joins 
Young  from  MacFarland,  WeyardasD  sales 
man  in  Chicago.  On  the  radio  front,  Earl 
W.  Steil  was  named  managei  in  Chicago  He 
joins  Young  from  W  \I  I 

SPONSOR-WEEK  continues  on  page  12 


JNSOR/8  july  1963 


11 


'SPONSOR-WEEK 


Top  of  the  news 

in  tv/radio  advertising 

(continued) 


Report  to  employees:  ABC  TV  president 

Thomas  \V.  Moore  went  to  employees  last 
week  to  report  "tremendous  enthusiasm"  for 
network's  fall  schedule  by  affiliates  and  ad- 


w&*  t>Z 

\ 

f*m^tL' 

>m 

I 

1 

W'i  I  *  Hf 

1 

MOORE 

vertisers.  The  lull-scale  presentation,  played 
to  a  standing  room  audience  at  New  York 
headquarters  with  Moore  (above)  in  front 
of  schedule. 

4A  rating  observers:  American  Associa- 
tion of  Advertising  Agencies'  president  John 
Crichton  has  proposed  a  team  of  three  agen- 
cy observers  to  NAB's  Rating  Council.  In 
letter  to  Donald  H.  McCannon,  NAB  re- 
search committee  chairman  and  Group  W 
president,  Crichton  suggested  observers  be 
drawn  from  4 A  special  broadcast  policy  com- 
mittee to  be  primarily  concerned  with  na- 
tional ratings  and  network  buying;  from  4 A 
broadcast  media  committee  to  be  concerned 
with  local  ratings  and  spot  buying,  and  from 
4A  research  committee  to  be  concerned  with 
broadcast  research  and  ratings.  Crichton 
added:  "We  sympathize  with  the  political 
and  public  relations  problems  faced  by 
broadcasters,  but  our  basic  concern  is  with 
the  improvement  of  ratings  services  as  an 
aid  to  our  business  in  reaching  decisions. 
For  that  reason,  we  are  as  concerned  with  an 
improvement  in  the  accuracy  and  validity 
of  both  national  and  local  ratings  services  as 
we  are  with  an  audit  of  their  existing  per- 
formance." 


Rating  Post  Scripts:  Radio  audience  rat- 
ing by  NAB  and  RAB  seems  destined  to  re 
main  a  companionate  marriage,  with  no 
joint  bank  account.  NAB's  joint  board  of 
directors  has  offered  stand-by  cooperation. 
but  the  NAB  and  RAB  radio  research  pro- 
grams will  stay  separate  .  .  .  On  the  Hill  in 
Washington,  the  Harris  Subcommittee  prob- 
ing ratings  may  let  Federal  Trade  Commis- 
sion Chairman  Paul  Rand  Dixon  off  the 
hook  as  far  as  further  testimony  goes.  The 
Investigations  Subcommittee  is  reportedly 
mollified  by  recent  FTC  actions,  after  heavy 
criticism  of  the  agency  during  earlier  seg- 
ment of  hearings.  Dixon  took  some  rough 
comment  on  the  FTC's  mild  consents  with 
rating  services.  The  agency  has  made  up  for 
it  in  part  by  its  as-yet  unpublici/ed  order  to 
the  Nielsen  firm  to  divest  of  50%  of  its 
broadcast  rating  business. 

Nielsen  earnings  up:  A.  C.  Nielsen  reaped 

a  profit  for  the  first  nine  months  of  its  fiscal 
year-through  31  May-of  52.299,165  or 
31.34  per  common  share,  as  compared  with 
$2,124,529  or  $1.24  per  share  for  the  same 
period  of  the  prior  year.  These  earnings 
were  based  on  revenues  of  $33,448,783,  up 
13°;  from  $29,575,945  a  year  ago.  Reflecting 
the  business  pace,  the  board  of  directors 
raised  the  quarterly  dividend. 

New  agancy:  Gardner  is  named  agency  for 
American  Tobacco  cigar  brand  and  subsidi- 
ary   American    Cigar,    effective     1     August 
Gumbinner   has   handled   Roi-Tan.   SSC&B 
other  brands. 

3M  ad  function  change:  3M  Company  has 

set  up  new  advertising  function  to  coordi- 
nate media  purchase's  among  divisions  and 
their  agencies.  Charles  B.  Brandon  is  named 
advertising  media  manager.  Pooling  of  all 
media  information,  both  among  3M  ad  man- 
agers and  among  agenc)  media  directors  is 
planned.  Change  was  recommended  b\  five 
3M  agencies  as  well  as  division  ad  managers. 

SPONSOR-WEEK  continues  on  page  14 


12 


SPONSOR/8  JULY   if 


I 


** 


H 


WrocFIv 


SC0PE2 
AGAIN 


FEBRUARY-MARCH    1963    ARB    SHOWS 


6.30-6.45  P.M.  NEWS  AND  WEATHER  MONDAY  THROUGH  FRIDAY 


WROC  TV 
Channel  B 


AVERAGE   HOMES 


11-11:15  P.M    NEWS  AND  WEATHER  MONDAY  THROUGH  FRIDAY 


WROC  TV 

Channel  Et  AVERAGE   HOMES 

Channel  C 


>  s 


33  SO0 

21  300 

300 


30  8% 


OR    IF    YOU    PREFER    MARCH    1963    NIELSEN 


6  30-6.45  P.M.  NEWS  AND  WEATHER  MONDAY  THROUGH  FRIDAY 


WROC  TV 


AVERAGE   HOMES 


11-11:15  P.M.  NEWS  ANO  WEATHER  MONDAY  THROUGH  FROAY 


WROC  TV 

Channel  B  AVERAGE   HOMES 

Channel  C 


BUY  THE  STATION 
MORE  PEOPLE 
WATCH 


:3NS0R/8  july   1963 


-SPONSOR-WEEK 


Top  of  the  news 

in  tv/radio  advertising 

(continued) 


Coty  fined:  Too  much  of  La  Belle  France 
in  Coty's  advertising  of  "L'Aimant"  per- 
fume, and  not  enough  disclosure  x>I  the 
home-grown  origins  of  the  scent  advertised 
extensively  on  tv,  radio  and  in  print  media, 
has  cost  the  company  a  $20,000  fine.  A  U.S. 
District  Court  fined  Coty,  Inc.,  for  a  37- 
count  violation  of  a  1939  FTC  order  to  drop 
the  Frenchified  wording.  Coty  described  its 
domestic:  blend  in  L'Aimant  as  "The  Essence 
of  Beauty  that  Is  France." 

Metromedia  acquires  KTTV:  Formal  take 
over  of  KTTV,  Los  Angeles  by  Metropolitan 
Broadcasting  Television  was  1  July,  follow- 
in  FCC  approval.  Metromedia  tv  stations 
now  include  WNEW-TV,  New  York; 
WTTG,  Washington;  KMBC-TY,  Kansas 
City;  KOVR,  Sacramento;  WTVH,  Peoria, 
and  WTVP,  Decatur,  111.  Radio  outlets  are: 
WNEW,  WIP,  Philadelphia;  WHK,  Cleve- 
land, and  KMBC.  FCC  has  also  approved 
acquisition  of  KIAC,  Los  Angeles,  while 
purchase  of  WCBM,  Baltimore  is  pending. 
KTTV  formerly  was  owned  by  Times  Mir- 
ror Co. 

Color  tv  consultant:  Norman  Grant,  NBC 
director  of  color  coordination,  has  resigned 
effective  31  July  to  become  president,  Tele- 
Color,  new  firm  specializing  as  color  consult- 
ant and  producer  of  color  tv  programs. 
Other  organizers  and  officers  of  Tele-Color 
are  former  execs  at  Crossroads  TV  Produc- 
tions, Springfield,  Mo.;  Lester  E.  Cox,  Ralph 
Foster,  John  B.  Mahaffey,  and  E.  E.  Siman, 
Jr.  Tele-Color  plans  to  work  for  local  sta- 
tions, networks,  and  advertisers,  sell  its  own 
program  product,  produced  in  16mm  color 
film.  Two  specials  are  already  being  ex- 
plored with  networks.  Grant  will  move  to 
Springfield  headquarters  of  new  organiza- 
tion. 

Utilities  to  Compton:  Boston  Edison  Co. 
and  New  England  Electric  System  have 
named  Compton  Advertising  for  joint  ven- 


ture into  t\.  Campaign  will  be  launched  on 
Boston  stations  this  fall,  featuring  electric 
house  heating  and  major  electric  load-build 
ing  appliances.  Compton  is  also  agency  for 
Fclison  Electric  Institute's  Live  Better  Elec- 
trically Program. 

Newsmakers:  Procter  &  Gamble  has  named 
Paul  Huth  manager  of  the  broadcasting  and 
media  division,  respon- 
sible for  tv  program- 
ing and  media  buying. 
Huth  was  director  of 
media.  PR:G  also 
named  Joseph  Beech, 
Jr.  manager  of  creative 
services  division,  re- 
sponsible for  tv  com- 
mercial production  and  art  and  package  de- 
sign activities,  and  Russell  L.  Condit,  asso- 
ciate manager  of  media  broadcasting,  to  suc- 
ceed Huth  as  director  of  media  .  .  .  Ernest 
Lee  Jahncke,  Jr.  is  new  president  of  Broad- 
cast Pioneers  .  .  .  Lennen  Sc  Newell  announc- 
es promotion  of  Frank  Howlett  and  Louis 
Spino  to  associate  media  directors,  and  Rob- 
ert Kelly  and  Ernst  Moeller  to  assistant  me- 
dia directors  .  .  .  Giancarlo  Rossini  has  been 
elected  to  the  Kenyon  &  Eckhardt  board  of 
directors  .  .  .  RAB  has  named  Walter  B. 
McQuillan,  veteran  bureau  salesman,  to  new 
post,  manager,  sales  adminstration  .  .  .  Geyer, 
Morcy,  Ballard  announces  appointment  of 
Blake  Johnson  as  radio-tv  producer.  He  for- 
merly was  at  K  &  E  .  .  .  New  Ted  Bates  vice 
presidents  are:  Robert  K.  Morrison,  associate 
research  director,  John  C.  Ryan,  director  of 
economics  and  statistics  division  of  research 
department,  and  C.  Arthur  Stangby,  an  ac- 
count executive  .  .  .  Merryle  S.  Rukeyser, 
Jr.  has  been  named  director,  NBC  press  and 
publicity,  succeeding  Ellis  O.  Moore,  who 
resigned  as  vice  president,  press  and  pub- 
licity. 

SPONSOR-WEEK  continues  on  page  46 


1! 


SPONSOR  8   JULY  1 


STARTING  SEPTEMBER  OVER  200  FIRST-RUN  FEATURES 

•  ''Award  Movie"       •  "Premiere  Theater"         •  ''Big  Movie" 

The  fall-winter  picture  is  brighter  than  ever  on  WXYZ-TV.  First-run  film 
entertainment,  backed-up  by  full-range  programing  ...  all  on  Detroit's 
Big  Station.  Let  WXYZ-TV  put  you  in  the  fall-winter  picture  in  Detroit. 


WXYZ-TV     ^    DETROIT 

AN    ABC    OWNED   TELEVISION    STATION 


SOR  8  ji-n    1963 


'DATA  DIGEST 


Basic  facts  and  figures 
on  television  and  radit 


TvAR  STUDY  SHOWS  LONG  REACH  OF  NEWS 

Anew  research  project  from  Television  Advertising  Represen- 
tatives, examining  news  show  tv  rating,  provides  adver- 
tisers with  a  yardstick  on  the  unduplicated  audience  reach 
over  one-week  and  four-week  periods.  The  initial  project  deals 
with  early  evening  and   late 

AUDIENCE  CUMULATOR 

LATE-EVENING  NEWS  PROGRAMS 

5-PER-WEEK  (M-F) 


CUMULATIVE  (UNOUPUCATEO]  R«TI»6 


night  newscasts  only,  and  was 
hased  on  Nielsen  and  ARB 
data  from  major  markets. 

For  example,  a  local  early 
evening  news  program  with 
an  average  rating  of  15,  used 
three  time  a  week  by  an  ad- 
vertiser, will  reach  50%  of 
the  tv  families  over  a  four- 
week  period.  With  a  late 
evening  newscast,  audience 
for  advertisers  (using  on  a 
three-per-week  basis)  would 
he  22%,  of  tv  families  in  one 
week,  42%  in  four  weeks, 
with  an  average  quarter  hour 
rating  of  ten.  With  an  aver- 
age quarter  hour  rating  of 
20,  the  one  week  undupli- 
cated rating  would  be  38  on 
a  three  per  week  basis,  59 
over  four  weeks. 

As  the  chart  shows,  an  ad- 
vertiser using  five  per  week, 
could  reach  59%  of  tv  fami- 
lies in  one  week,  nearly  79% 

of  tv  families  in  four  weeks,  with  an  average  quarter  hour  rat  in 
of  35.  Even  a  late  news  program  with  a  5  rating  would  reac 
some  36%  of  tv  families  in  a  four-week  period  of  time. 

Research  was  conducted  in  10  major  markets  in  all  sections  c 
the  United  States,  including,  two.  three,  and  four-station  ma 
kets.  Stations  include  those  affiliated  with  all  networks  as  we 
as  independent  outlets.  In  estimating  the  unduplicated  ratirj 
for  a  news  strip,  programs  in  two-station  markets  tend  in  a 
cumulate  audience  as  a  rate  somewhat  above  the  averages,  pi 
grams  in  four-station  markets  tend  to  rume  at  a  somewh'l 
slower  rate,  TvAR  noted. 

The  "long  reach"  phenomenon  of  t\   newscasts   (particular! 
late  night  strips)   lias  considerably  significance  for  spot  tv  adv«J 
tisers.  in  the  opinion  of  Robert  M.  McGredy,  managing  direct 
of  TvAR.  "Spot  tv's  value  extends  Ear  beyond  the  weekly  gJ 
rating   levels  attained   by    varied   schedules  of    programs  or  i 
nouncements,"  sa\s  McGredy. 


lfi 


SPONSOR   8    |in     II 


WHAT  IS  THE  MEASURE  OE  A  BROADCASTING  STATION? 

We  believe  this  to  be  an  important  one. 


aii'a  ronr  -•I? 
Mma»  mi  i         I 


Cunningham  &  Walsh  ihc. 

D  Mad  i:  .v  i  i. 


9 

di  ertiaina 


20,    l 9^3 

Mr.    Paul    W.    Morency 
Pres Ldent 

WTIC-TY 

3  Constitution  Plaza 

Hart  ford ,  Conn  . 

Dea  i  Mi  .  Morencj  : 

The  L963  Harvard-Yali  Rowing  Regatta  Ls  n< 
thing  ol  ih.'  past,  and  I  want  to  congratu] 

:  and  your  staff  for  a  fin.  job  well  dom 
under  difficuH  weather  conditions  on  Satui 
and  the  opposite  on  Sunday  morning. 

I  would  also  like  to  extern       u  and  youi 

>ff  in >  thanks  foi  theii   xcellenl  coopei 
in  videotaping  the  sis  om  -mi  nut       ■  rcials 
for  our  clients  Unit*  i  Aircraf 1  and  Connecticut 
Gji  neral  Life  Insurance  Company  .   Both  u 
\'     Ly  pleased  with  the  end  results* 

Your  studio  and  technical  facilities  ai 
best  and  it  was  a  pleasui        rig  with  youi 
efficient,  professional ,  production  personnel* 


is.-  -  i  regard  s  to  all  • 


.  . 


^c^/^H 


■./ 


John  L, 

Produce^,  TV/Radi< 


fin.   KOO       in-   \M.rTr1-  •   \re  vnk       ms   i-Hiwurn 


WTIC  |  TV3 

Broadcast  House,  3  Constitution  Plaza,  Hartford  15,  Connecticut 
A'TIC-TV  is    represented   by    Harrington,    Rightei    &    Parsons,    In. 
nsor  s  july  1963 


17 


BI6  NEWS 

For  People  Who  Believe  In  QUALITY! 


o 


NEWSFILM  STATION 

OF  THE 

YEAR 

RDED  TC 

KPRC-TV 

.Hoasfon,  CJexcs 
Sn  Ohe 

20th  ANNUAL 
PICTURES  OF  THE  YEAR 
NEWSFILM  COMPETITION 


S 


.scree  Dy 


NATIONAL  PRESS  PHOTOGRAFHE1 
ASSOCIATION 

UNIVERSITY  of  MISSOURI 
SCHOOL  of  JOURNALISM 

THE  WORLD  BOOK 

El       ^LOPEDIA 


.ne 


1963 


'SPONSOR-SCOPE 


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


8  JULY  1963 


One  answer  to  the  "invidious-comparison"  commercial  in  tv  is  to  spoof  it,  not  too 
kindly,  by  giving  the  underdog  product  a  chance  on  its  own. 

Such  a  chance  is  aboul  to  happen  v>.\  ne\*  product  jusi  assigned  to  (  hi<  i 
Sandei  Rodkin  agency.   Even  the  name  has  .1  built-in  laugh:   "Greasy  Kid  Stuff" 
hair  dressing. 

Designed  i<>i   teen-aged  crewcuts  and  rock  and  roll  pompadours,  the  toiletry 
is  being  manufactured  by  Kid  Products,  Inc.,  which  saw  .1  perfect  marketing  oppor- 
tunity  111  the  locker-room  tV  commercials  ol    Vaseline    llaii     Ionic,   and    (lu 
you  still  using  that .  .  .  etc."  line. 

In  September,  .1  u  campaign— about  which  Vaseline  can  do  little  except  gril 
its  teeth— will  roll  via  Sander  Rodkin  for  Greasy  Kid  Stuff.  Meanwhile  the  prod- 
uct's distribution  is  being  expanded  from  the  U.S.  i<»  several  foreign  markets,  in- 

<  hiding  Canada  and  West  Germany. 


The   1962-63  tv  program  season  clearly  marked  the  end  of  one  era  in  industry's 
history.  It  was  no  longer  The  Year  of  the  Horse. 

Westerns,  which  dominated  the  top  program  lists  for  five  years,  were  not  lead- 
ers last  season.    Among  regular  programs,  for  the  full  season  or  on  an  individual 
week  basis,  Bonanza  and  Gunsmoke  were  the  only  survivors,  according  to  Nielsen 
Shows  with  the  lighter  touch,  for  the  most  part,  took  top  honors.   The  chart  below 
gives  the  season  leaders  among  individual  programs  and  the  date  of  airing: 

TOP  15  SHOWS 
(1962-63  SEASON) 


PROGRAM 

DATE 

AA% 

AA  HOMES  (000) 

1.   Beverly  Hillbillies 

2   20 

11 

20,200 

2.    Carol  and  Company 

2/24/63 

59 

19,400 

3.   Miss  America  Pageant 

9/8/62 

38 

19,100 

4.    Academy  Awards 

4/8/63 

37 

18,500 

5.    Candid  Camera 

1/6/63 

37 

Oil 

6.  Lucille  Ball  Show 

10/1/62 

17,300 

7.    Red  Skelton  Show 

2/12 

17 

8.   Ben  Casey 

1/21/63 

35 

17,200 

9.    Bonanza 

1/13/63 

34 

17.100 

10.   Andy  Griffith  Show 

1/28/63 

34 

11.  Wizard  of  Oz 

12/9 

S3 

16,400 

12.   Rose  Bowl  Game 

1/1/63 

33 

16, 

13.   Danny  Thomas  Show 

1/28/63 

S3 

16,^ 

14.  Look  at  Monaco 

2/17/63 

33 

16,2 

15.   Gunsmoke 

1/26/63 

32 

16,100 

SOURCE:  Nielsen  Television  Index 

PERIOD  (  <>\  I  RED:  1  SepL,  1962—1  Ma]    1963 


OMSM/8  july  1963 


19 


'SPONSOR-SCOPE 


(Continued) 


Attention  sports  buyers:  Full  sponsorship  for  NBC  TV  coverage  of  1964  Tokyo  Olym- 
pics is  pegged  at  $3  million  gross. 

Price  includes  charges  for  time,  program  and  networking.  It's  now  being  offered 
on  basis  of  full  sponsorship. 

Package  includes  106  commercial  minutes.  It  breaks  down  like  this:  One  hour 
preview  in  September  1964  (six  commercial  minutes) ,  four  hours  of  prime  time 
during  the  course  of  the  games  (24  commercial  minutes) ,  three  one-hour  shows 
on  consecutive  Sundays  in  October  1964  (18  commercial  minutes) ,  two  Saturday 
shows  in  October  of  two-hour  length  (28  commercial  minutes)  and  ten  fifteen- 
minute  nightly  reports  during  the  games  (30  commercial  minutes) . 

Efforts  are  planned  to  present  live  Tel  star  coverage,  though  major  coverage 
will  be  by  tape.   Where  possible,  in  color. 


Any  time  you  think  advanced  physics  has  no  practical  media  value,  take  a  look  at 
what's  happened  to  the  radio  receiver  market  since  1949. 

Before  that  time,  a  portable  radio  was  a  large,  expensive,  cumbersome,  battery- 
devouring  luxury.  Then,  along  came  postwar  developments  in  electronics  and  solid- 
state  physics  (the  transistor,  nuvistor,  diodes,  etc.) .  Then,  Japan's  booming  post- 
war electronics  industry  got  into  the  act,  and  things  really  started  moving.  Now, 
reps  are  sitting  up  and  taking  notice. 

Station  rep  Bob  Eastman  plans  to  pinpoint  the  key  fact  this  week:  since  1949, 
battery  portable  set  sales  have  jumped  514.8%.  And,  as  of  last  summer,  two  out  of 
every  three  households  had  portable  sets  along  on  summer  outings;  the  figure  may 
go  higher  this  year. 


There's  a  continuing  audience  for  documentary  film  series  based  on  events  of  World 
War  II,  New  York's  WPIX  has  learned. 

The  station  has  played  the  Victory  at  Sea  series  several  times,  pulling  a  rating 
on  each  outing.  It  has  also  televised  documentaries  about  the  U.  S.  Air  Force  and 
the  British  Navy,  also  drawing  audiences. 

Now,  WPIX  has  turned  up  another  series— Canada  At  War,  a  30-minute  series 
covering  the  war  "as  Canadians  encountered  it  from  day  to  day."  The  series  was 
acquired  from  Desilu  Sales,  and  was  put  together  by  the  National  Film  Board  of 
Canada  from  some  16  million  feet  of  film. 

The  series  is  available  on  WPIX  for  spot  sponsorship  in  the  1963-64  season. 


Local-level  color  tv  is  being  used  "in  certain  areas"  in  an  MGM  campaign  for  a  new 
adventure  movie,  "Captain  Sinbad." 

The  movie,  produced  by  the  King  Brothers,  has  already  played  in  Cincinnati, 
Dayton  and  Indianapolis  with  other  tv  film  spots  used  in  the  promotion  drives. 
Color  has  also  been  used  in  spot  buys  in  Los  Angeles  and  Detroit. 

New  York  and  Chicago  are  the  current  color  tv  target  cities  for  the  film,  which 
MGM  says  is  proving  to  be  one  of  the  movie  company's  "most  successful  films  in  the 
pasl  lew  years." 

20  SPONSOR/8  july  1<< 


'SPONSOR-SCOPE 


(Continued) 


The  old  con-game  stunt  of  a  free-loading  individual  representing  himself  to  be  a  sta- 
tion owner  hit  Madison  Avenue  again  last  week. 

Advertising  Time  Sales  reports  the  <  MC  <>t  Donald  Anderson,  who  claimed 
to  be  "shopping  for  a  new  rep"  for  WSAY,  Rochester,  which  he  also  claimed  to  have 
purchased.  Anderson,  ATS  reports,  is  well  versed  in  industry  terminology)  bill 
couldn't  be  found  at  hotel  where  he  was  supposed  to  be  staying. 

WSAY  president  Gordon  P.  Rrown  denied  sale,  knowledge  oi  Anderson,  and 
said  he  isn't  selling  the  station.  "Anderson"  is  heavy-set,  about  five-feet  -ten.  weighs 
about  225,  has  dark,  curly,  thinning  hair,  is  missing  a  few  teeth,  and  appears  to  be 
about  35.   Reps  please  take  notice. 


While  entertainment  program  tastes  may  change,  tv  sports  preferences  stay  much 
the  same,  tv  research  indicates. 

For  the  61-62  season,  number  one  event  was  the  Rose  Bowl,  with  a  31  Nielsen 
AA  rating.  Rose  Bowl  was  on  top  again  this  year,  with  a  33  AA  rating.  Signifo  ant- 
ly,  the  1962-63  Top  Ten  sports  events  showed  increases  over  a  year  ago.  For  ex- 
ample, Sunday  Sports  Spectacular  had  a  26  AA,  against  20  last  year.  NFL  Pro 
Football  had  a  24  this  season,  19  last  season. 

Here's  the  picture  in  detail: 


PROGRAM 


1962-63  TOP  TEN  SPORTS  EVENTS 
DATE 


AA% 


AA  HOMES  (000) 


1.   Rose  Bowl 

1/1/63 

33 

16,300 

2.  World  Series 

10/7/62 

31 

15,600 

3.   Sunday  Sports  Spectacular 

1/27/63 

26 

12,800 

4.   NFL  Pro  Football 

11/22/62 

24 

11,900 

5.   NFL  Runner-Up  Bowl  Game 

1/6/63 

22 

10300 

6.   Sugar  Bowl 

1/1/63 

20 

10,100 

7.  Pro  Bowl 

1/13/63 

19 

9,600 

8.   NCAA  National  Football 

11/22/62 

19 

9.   Fight  of  the  Week 

2/23/63 

18 

'MOO 

10.  AFL  Championship  Football 

12/23/62 

17 

GOO 

SOURCE:  Nielsen  Television  Index 

PERIOD  COVERED:  1st  Report  September  1962— 1st  Report  May  196S 


CBS  Radio  president  Arthur  Hull  Hayes  reports  1963  sales  as  of  20  April  topped 
sales  volume  for  all  of  1962. 

Hayes  feels  strongly  that  network  radio  is  coming  back  into  fashion.  Optimism 
echoes  recent  observations  by  ABC  Radio's  Bob  Pauley  (SPONSOR  M  on  21  [un< 

"All  the  glamor  in  the  world  went  to  tv,  and  advertisers  would  no  more  buy 
into  radio  than  women  would  wear  long  skirts."  Haws  comments.  "But  now  the 
glamor  is  wearing  off,  and  advertisers  arc  finding  they  can  get  reach  with  network 
radio-" 


S'NSOR/8  july   1963 


21 


"SPONSOR-SCOPE  I 


(Continued) 


CBS  TV  was  very  big  in  the  national  Nielsens  during  the  winter  season,  and  it's  doing 
very  nicely  in  the  summer  reports,  too. 

For  the  1  May  through  1  June  reports,  CBS  had  a  nighttime  (6-11  p.m.)  lead 
over  NBC  of  20%  and  a  lead  of  47%  over  ABC,  in  the  network  tv  average-audience 
figures.  Continuing  a  trend,  CBS  knocked  off  9  of  the  top  10  rankings  in  the  report 
for  the  two  weeks  ending  9  June.   Top  show:  Beverly  Hillbillies. 

By  way  of  interesting  contrast,  on  the  other  side  of  the  world,  Nielsen's  meas- 
urement of  Japanese  tv  viewing  revealed  that  for  the  week  ending  2  June,  the  Jap- 
anese taste  for  baseball  was  reflected  in  ratings.  Although  the  top-ranked  show 
was  an  NHK  TV-produced  comedy-variety  series,  the  next  two  places  on  the  list 
went  to  professional  baseball  games. 

In  a  tie  for  fourth  place  in  Japan  was  the  top-ranked  U.  S.  show  in  that  coun- 
try, Walt  Disney.  Other  high-ranking  U.  S.  shows  included  Popeye  and  Little 
Rascals. 


When  your  personal  earnings  reach  the  $25,000-annual!y  mark,  you're  one  man  in  a 
hundred— and  that's  not  a  figure  of  speech,  either. 

That's  an  economic  sidelight  reported  in  the  current  (July)  issue  of  Mutual 
Radio  Network's  newsletter,  "Of  Mutual  Interest.''  Such  an  executive  type  (or  suc- 
cessful freelancer  or  creative  person)  is  "between  30  and  40,  is  married,  has  two  or 
three  children,  is  probably  a  college  graduate,"  and  is  likely  to  be  found  in  one  of 
seven  cities:  New  York,  Boston,  Washington,  Philadelphia,  Newark.  Los  Angeles  or 
San  Francisco. 

Another  gem  from  the  same  newsletter:  housewives  whose  husbands  earn  from 
$3,000  to  $5,000  annually  spend  an  hour  more,  on  the  average,  in  shopping  time  at 
supermarkets  than  do  wives  whose  husbands  earn  from  $7,000  on  up. 


Long-length  tv  newscasts  will  move  into  a  new  bracket  in  September.  At  that  time, 
KNXT,  Los  Angeles,  starts  a  nightly  90-minute  news  series. 

The  show,  which  rolls  on  2  September,  will  be  slotted  in  the  Monday-through- 
Friday,  6-7:30  p.m.  period.  It  will  be  a  combination  of  60  minutes  of  local,  state 
and  national  news,  and  will  then  segue  into  the  7-7:30  p.m.  CBS  Evening  News 
With  Walter  Cronkite. 

According  to  KNXT  general  manager  Robert  D.  Wood,  viewers  in  the  Los  An- 
geles area  have  "an  almost  insatiable  appetite  for  topical  and  timely  news."  The 
show,  he  adds,  will  use  "the  largest  full-time  news  staff  in  the  west. 

KNXT  launched  the  original  The  Big  Nexus  as  a  60-minute  series  in  October. 
1961. 


Significant  step  has  been  taken  by  Foote,  Cone  &  Belding:  radio  research  figures  are 
not  being  used. 

Nielsen  has  been  dropped,  and,  following  a  session  ten  days  ago  wherein  four 
U.  S.  offices  participated,  word  went  out  not  to  use  radio  data.  Chicago  timebuyen 
have  been  told  not  to  use  ratings  to  buy  time. 

They've  been  told  to  buy  only  on  basis  of  knowledge  of  programing,  use  of 
coverage  service,  and  wattage  and  dial  location.  FCfcB  officials  says  they  won't  ac- 
cept research  because  they  are  confident  the  data  i^  not  accurate. 

22  SPONSOR/8  july  \9 


We're  out  1  cabin  cruiser 

'Z  motorcycles,  28  transistor  radios,  1  outboard  motor 


But  these  prizes  helped  us  prove  a 
point. 

We  held  a  contest  a  while  back. 
More  to  measure  the  calibre  than 
mere  count  of  our  listeners.  We 
called  it  "The  News-More-People- 
Quote  Contest."  It  lasted  28  days 
and  brought  in  18,874  replies. 

By  today's  standards  of 
around-the- world  cruises  and 
$100,000  checks,  the  prizes  were 
not  spectacular  -  and  deliber- 
ately so.  We  were  out  to  prove  the 
quality  of  our  audience. 

And  we  made  it  difficult  for  a 
contestant  to  enter.  First,  he  had 
to  listen  to  the  station  on  a  regu- 
lar basis  to  hear  the  latest  "quote 
clue."  This  was  generally  a  quota- 
tion taken  from  a  recently  broad- 
cast statement  by  some  prominent 
national  or  local  figure.  The 
trick  was  to  identify  who  said  it 
-  and  then  to  mail  in  this  identifi- 
cation to  the  station.  If  this  entry 
was  correct,  then  it  became  eligi- 
ble to  be  included  in  the  drawing 
for  prizes. 


Considering  the  prizes  and  the 
difficulty  in  entering,  the  respoi 
was  substantial  and  it  told  us 
plenty  about  the  quality  of  our 
particular  audience.  ( 1 )  They  like 
to  be  informed.  (2)  They  remem- 
ber what  they  hear.  (3)  They 
respond  intelligently. 

Isn't  this  the  kind  of  attentive, 
responsive  audience  you're  look- 
ing for  each  day?  In  weighing 
your  client's  media  problems,  no 
doubt  your  answer  is  "yes."  So 
why  not  call  your  Petryman  today. 


WFAA 

820 


WFAA-AM-FM-TV 
Communications  Center     Br< 
cast  services  of  The  Dallas  Morn- 
ing  News        Represented   by 
Edward  Petry  &  Co.,  Inc. 


SOR  8    1 1  i\    1963 


- 


Boone  Companions 


The  phrase  "repertory  company"  is  enough  to 
frighten  a  mediocre  actor  right  out  of  his  buskins. 

Repertory  requirements  (an  actor  may  star  as 
an  international  playboy  one  week  and  be  seen 
briefly  as  an  introverted  librarian  the  next)  call  for 
exceptional  versatility. 

It's  significant,  therefore,  that  there  have  been 


no  signs  of  fright  among  the"  players  now  prepai 
ing  for  next  season's  "Richard  Boone  Show." 

But  that  figures,  considering  the  kind  of  grou 
that  star-host  Richard  Boone  has  assembled  i\ 
network  television's  very  first  full-season  repe 
tory  company. 

Like  Boone,  most  of  his  new  colleagues  have  hi  i 
leading  roles  in  successful  television  series.  On  th 
program,  their  dramatic  materials  will  be  supe 


BETHEk  LESLIE 


LLOYD  BO' 


itended  by  Clifford  Odets.  one  of  America's  most 

ted  playwright-scenarists. 
Besides  guiding  the  efforts  of  such  hand-picked 
ramatists  as  Robert  Dozier,  Don  Mankiewicz  and 

Poe,  Odets  will  write  at  least  six  of  the 
es*  30  original  plays. 

W  hat  sort  of  story-lines  is  the  show  planning  for 
8 Tuesday-night  viewers?  Well,  there's  a  drama 
>out  a  Hollywood  triangle's  effect  on  a  teen-age 


son.  There's  a  gentle  com< 
hungry  father  who  I  a  victim  of  indiscrim- 

inate installment-buying.  Tl  touchim  I 

about  a  poor  fisherman1 

and  the  event's  influence  on  himself,  his  family 
and  his  fellow  villagers.  To  put  th  i 
in  an  shell,  the  new  NBC-TV 

will  be  as  d i vers i fie.: 
lineup  to  which  it 

Look  tu  SBC  for  II,  f  b. 


*555  FIFTH 


Letters  to  the  Editor 

and  Calendar 

of  Radio/Tv  Events 


HE'S  JUST  OUR  BILL 

fust  a  note  of  correction,  if  not  am- 
plification. My  first  name  is  Bob, 
not  Bill.  I've  seen  this  mistake  in 
print  so  many  times  there  is  con- 
siderable confusion  in  my  mind  as 
to  who  I  really  am — but  I  do  re- 
member composing  and  conducting 
the  music  for  "Go,  Go,  Goodyear." 

Bob  Thompson 

Hollywood,  Calif. 

►  Note:  Publicity  announcement  of  win- 
ners at  recent  Commercials  Festival  in- 
correctly attributed  music  for  Goodyear 
to  Bill   Thompson. 


WNAC  TO  BEAM  PRO-FOOTBALL 

May  we  ask  you  to  correct  a  very 
important  detail  in  your  17  June 
story  on  the  70-station  New  York 
Football  Giants  Radio  Network. 

As  key  station  of  the  Yankee 
Network  WNAC  (not  WBZ)  will 
be  the  Boston  50,000-watt  station 
that  will  bring  these  games  to 
professional  football  fans  in  our 
area. 

Al  Korn, 

Director  Advertising  &  Promotion 

WNAC  AM-1V,  Boston 


NET  DELIGHTED,  DEMONSTRATIVE 
We  are  delighted  with  the  fine  ar- 
ticle, "ETV  Program  Underwriting 
Increases,"  in  the  17  June  issue. 
I  congratulate  you  for  being  able 


to  digest  such  a  colossal  amount  ol 
data  into  a  bright,  concise  story. 

Incidentally,  we  have  ordered  500 
reprints,'    which     probably     speaks 
most  eloquently  of  our  pleasure. 
Warren  A.  Kraetzer 

Vice  President  for  Development 


GOOD  FOR  THE  BROADCASTING  BUSINESS 
Your  reason  for  believing  in  a  fed- 
erated NAB  (Publisher's  Report, 
24  June)  ought  certainly  to  have 
appeal.  And  yet  there  is  a  tradi- 
tional view  that  one,  lone,  strong 
man  works  best — like  a  Petrillo, 
McDonald,  Lewis,  Dubinsky,  Hoov- 
er, and  so  many  others. 

Mr.  Collins  is  a  very  busy  man, 
as  you  doubtless  know  better  than 
I.  I  am  grateful  to  him,  by  the 
way,  for  being  a  well-organized 
leader.  He  personally  answered  a 
note  I  sent  in  regard  to  his  sugges- 
tion that  admen  cooperate  with 
NAB  Code  stations. 

This  is  meant  just  as  a  good-will 
letter  to  you  because  I  think  spon- 
sor and  Governor  Collins  are  good 
for  the  broadcasting  business. 

Harold  R.  Gingrich 

Radio/tv  Advertising 
Oak  Park,  III. 


GOOD  OLD  AMERICAN 

The  17  June  "AA's  Decade  in  All- 
Night  Spot  Radio"  is  very  interest- 
ing.    In   spite   of   the   fact   I   have 


I    iniiiiiiiiiiiiiiiii Minimi ii inn i i 'mi "1 "I""" ii"""iii"i 


^CALENDAR 


JULY 

Broadcast  Pioneers,  annual  meeting, 
Park  Lane  Hotel,  New  York    (10) . 

National  Assn.  of  Broadcasters,  fourth 
executive  development  seminar,  Har- 
vard Business  School,  Boston,  Mass. 
(14-26). 

International  Radio  &  Television  Society, 
annual  fun  day,  Wykagyle  Country 
Club,  New  Rochellc,  N.  Y.   (16). 

National  Audio-Visual  Convention,  23rd 
annual   convention   Sherman   House, 


Chicago   (20  2:!). 

21st  Radio  Television  Film  Institute, 
alumni  day,  Stanford  University, 
Stanford,  Cal.   (22). 

1st  National  Broadcast  Editorial  Confer- 
ence, University  <>f  Georgia,  Athens, 
Ga.    (25-27). 

AUGUST 
Georgia  Association  of  Broadcasters,  rt 
<l.i\ .  Macon,  Georgia   (II). 
Flaherty    Film     Seminar,     9th     annual 

seminar.    N.incl.mona.    Vermont     (21-.'< 

September) . 


..niiiiiiiii:'  I  mi in nun mi minimi iimiiiiimiiiiim in; 


been  with  American  a  long  time, 
I  discovered  a  few  things  which  I 
did  not  know  about  good  old 
American.  In  fact  our  executive 
have  enjoyed  reading  the  article.  1 
are  sure  our  guests  will  also  enjoy 
reading  it  since  many  have  been 
Eaithful  followers  ol  American's  ac- 
tivities. 

Eve  Bergstrom 

Admirals  Club 
American  Airlines 
Aan  Francisco 


SPONSOR  SHARES  SHELL  VICTORY 
Even  though  I  saw  the  proof  sheet 
of  the  Shell  story  (24  June)  in 
your  office  last  week,  the  full  im- 
pact of  the  story  did  not  hit  until. 
I  saw  it  in  the  book.  It  was  a  beau- 
tiful story  of  great  interest. 

Howard  Berk 
Dir.  of  Information  Services 
CBS 
New  York 


STATIONS  DENY  PRESSURE 

The  picture  on  page  40  of  you  J 
17  June  issue  is  one  of  Secietar 
Freeman  making  a  video  tape  a 
the  opening  of  an  exhibit  marl 
ing  50  years  of  marketing  service  I 
It  has  nothing  to  do  with  the  X.  : 
tional    Wheat    Referendum. 

The  question  of  whether  st 
lions  (and  publications)  are  pari 
to  "a  large  propaganda  campaign 
has  been  aloft  lor  generations,  evj 
since  the  Congress  started  givuj 
the  Department  of  Agriculture  prl 
grains  to  handle  with  special  i[ 
structions  to  inform  the  publl 
about  them. 

We    find    thai    stations   are  alcl 
to  what  is  "propaganda"  and  wh 
is    not,    and    that    most    of    tin 
do   an   objective   job   of   report] 
the  news  and  issues  of  agricultl 
programs,    including    those    of   d 
recent     National     Wheat     RelerC] 
dum. 

Don't   von  agree? 

Layne  Beaut 

Chief  Radio  and  Television  Service 

U.  S.  Dept.  of  Agriculture 

Office  of  Information 

Washington 


26 


SPONSOR  8    |i  m    1' 


You  Are  Now  Entering 

TAUMATAWHAKATANOIHANGA- 

^k?mTAMATEATUR,PUKAK-^ 

AP,^AUNOA„oRoNUKUpoKA. 


»WHEHUAKl 


H 


TANATAHU 


%4J 


yp^ 


i|]l|IJ,\|^l|J:Eti||i||Hl^UajM''U,Ii!JJ^ 


WKZO  RADIO  MARKET 
COVERAGE  AREA  •  NCS  '61 


BUT...  WKZO  Radio  Will  Make  You 
A  Big  Name  in  Kalamazoo 
and  Greater  Western  Michigan! 

If  you  really  want  to  spread  the  word  <>\<  r  I 
Western  Michigan,  firsi  glance  al  M  S  '61.    It  documents 
WKZO  Radio  .1-  having  more  circulation  than  any 
Western  Michigan  radio  rival-  with   HU',   more  than  .ill 

oilur  Kalamazoo  stati<>n>  combined! 

\\  KZI  >  Radio's  lead  is  almost  unbroken  from  A  to  / 
The  6-countj  Pulse  of  Sept.  '62  shows  it  out  front  in 
ol  360  quarter-hours  surveyed.    Ii  dominates  ail  ho 
surveyed     both  in  total  listening  and  aduli 

Plan  a  schedule  consonant  with  this  - 
Sales  Management  has  predii  ted  that  Kalamazoo  alone 
will  outgrow  .til  othei   I  3  in  personal  in< 

retail  sales  bei  ween  I960  and  19< 

Let  >  1  ■  1 1 1-  Avery-Knodel  man  spell  it  out  in  full! 


WKZO 

CBS    RADIO    FOR    KALAMAZOO 
AND    GREATER    WESTERN    MICHIGAN 

ArtrfKnodtl,   Inc  ,  Exduiirt  National  Kmpr»i»ntaiir»i 


3NS0R  sni^    1%:! 


HUMUE1 


In  Huntley-Brinkley  "Homes  Reached' 


tfc 


DUNKLEY 


WFBC-TV's  Giant -NBC  For 

GREENVILLE-SPARTANBURG-ASHEVILLE 

Ranks  24th  IN  AMERICA 


NSI  Market  Performance  Report  Fall  J  962 

"The  Giant  of  Southern  Skies",  WFBC-TV,  competing  with  the  "other 
giants"  among  America's  top  markets  which  have  the  famed  Huntley-Brinkley 
Report,  ranks  24th  in  America! 

Huntley-Brinkley  Report  — NBC 

Monday-Friday  ...  Total  Homes  Reached  — Average  1    4  Hour 

No.  NSI  Market                                                    Homes 

1 8  Washington,  D.  C 1 25,200 

1 9  Nashvilie    11 5,800 

20  Kansas  City 11 5,700 

21  Sacramento-Stockton    111,400 

22  Birmingham    Ill  ,200 

23  Buffalo     105,100 

24  GREENVILLE-SPARTANBURG-ASHEVILLE  104,900 

25 
26 
27 
28 
29 
30 


JJ 


Baltimore   97,900 

Pittsburgh    96,900 

Lancaster    94,400 

Providence    93,400 

Portland,  Oregon    91,500 

Grand  Rapids   90,800 


Affiliated  Withi 

WBIR-TV 

Knoxville,  Tenrvl 

and 

WMAZ-TV 

Macon,  Ga. 


CHANNEL  4 

WfBC-TV 

GREENVIUE,  S.  C 


PRESTIGE  IH  THE  MARKET 

The  size  of  its  audience,  and  its  national  rank- 
ing, both  in  network  news  programs  and  in  local 
area  news  coverage  attest  to  WFBC-TV's  domi- 
nance of  its  market.  Within  its  coverage  area  this 
station  has  consistently  delivered  an  audience  for 
the  early  evening  news  larger  than  the  other 
two  stations  serving  the  market  combined. 


28 


.  .  .  And  in  the  Local  News  adjacent  to  the 
Huntley-Brinkley  Report,  WFBC-TV  ranks 
23rd  in  the  U.S.! 

NORVIN  DUNCAN 

.  .  .  veteran  announcer  whose  6:30  p.m.  local  news  of  the 
Greenville-Spartanburg-Asheville  scene  delivers  an  audience 
only  slightly  less  than  Huntley  and  Brinkley.  (Pardon  the 
"Dunkley.") 

Local  News  Program  Closest  to  Huntley-Brinkley 
Report- Based  on  NSI  Fall  Cycle  1962 

No.  NSI  Market                                                      Homes 

17  Nashville    113,200 

1 8  Birmingham    1 07,000 

19  Oklahoma  City   107,000 

20  Sacramento-Stockton    105,400 

21  Tampa-St.  Petersburg    103,200 

22  Washington,  D.  C 1 00,000 

23  GREENVILLE  SPARTANBURG  ASHEVILLE   99,100 

24  Kansas  City 98,300 

25  Providence    91 ,600 

26  Buffalo    91,400 

27  Milwaukee    90,300 

28  Houston    90,200 

29  Pittsburgh    86,500 


Represented   Nationally  By  AVERY-KNODEL,   INC. 


SPONSOR  8   JULY    196 


J 


SPONSOR      8  JULY  1963 


Tv  sports:  a  magnet  for  women 

Sex  appeal  of  athletes  is  indeed  a  big  drawing  card  for  the  oh-so-fair  sex 


M 


in\ .iin m.il  i eseai c  h  s<  holai  s, 
Madison  \\  enue  ad>  ei  tising 
agency  chieftains,  network  and  in- 
dependent station  broadcast  exe« 
utives-  all  fu ml\  believe  the  idea 
ol  using  sports  programs  to  advei 
i  ise  women's  produi  ts  has  proved 
h\  expei  hik  c  to  be  .i  good  one. 


\\  li.u  i.im  inates    Vmei  it  an  worn 
en  about  spot  ts  programs    partii  u 

l.ll  l\      W  lllKl      n|»)I  ts- 

I  •  i  In. ii  Dr.  I  i  nesi  I  )n  hi 
idem   ol   the   Institute  foi    Motiva- 
i  ional  Resi  n<  h,  tell  it,  the  not  ion 
<>i  selling  leminine  items  i»n  sports 
programs   i>  direi  1 1 v    in   line   with 


»**a 


Selling  effectively  on  sports  shows  to  women 

Athletes,  including  winter  ones,  appeal  to  women,  according  to  psychologists 
and  admen.  Women  reportedly  are  drawn  to  such  spoils  figures  as  skins. 
bowlers,  golfers,  etc.  Three  golf  heroes  are  (bottom,  1  to  i)  Gary  Player,  Jack 
Nicklaus  and  Arnold  Palmer.    The  gals  also  go  for  not-so-handsome  wrestlers 


so 


ps\c  biological  motivations. 

Richard  H.  Depew,  vice  presi- 
dent and  director  of  tv  programing, 
Cunningham  &  Walsh  (agenc\  lor 
fergens)  advances  a  flock  of  solid 
reasons  including  the  provocative 
one  that  all  male  winter  athletes, 
particularly  the  skiers  and  jumpers 
are,  almost  without  exception, 
good-looking  virile  males  who  tmh 
appeal  to  women. 

Nor  is  there  am  dissent  in  other 
quarters  from  this  point  ot  view. 

Richard       McHugh,       manager, 
sports    and    special    program    sales, 
NBC  TV,   observes  clinically    thai 
"the   attraction   of  women   to   cer 
tain  televised  sporting  events  is  mi 
derstandable."     According    to    Mc 
Hugh,  man  has  been  the  biggest  at 
traction  lor  women  since  Adam  am 
Eve  and   "television  has  served  tc] 
enlarge  the  scope  of  this  magnel 
ism." 

Agreeing  with  McHugh  is  |ohi 
M.  Dolph  Jr.,  director  of  sport-. 
CBS  TV,  who  asserts  that  the  sej 
appeal  of  athletes  "is  indeed  a  mag] 
net  for  women  viewers  .  .  .  thesj 
are  good-looking  men  and  the  worrl 
en  sure  go  for  them." 

The  urge  to  latch  on   to  whitel 
sports  programs  appears  to  be  pa'| 
ticularl)    strong,   although   a   mini 
ber    of    advertisers    with    women  I 
products  see  no  objection   to  bu  I 
ing     into      numerous      year-roun 
sports  features.    A  notable  examp 
of   such    a    purchase    was    the  ai 
nouncement   that  Andrew   Jergei 
Co.,  via  Cunningham  &  Walsh,  hi 
dec  ided  to  join  the  sponsors  of  tl 
1964     Winter     Olympics     at     Ini 
bruck,  Austria,  plus  a  regular  seri 
ol   some   15  pre-Olympic  prograr 
over  ARC  TV. 

Moreover,  there  are  gratifyii 
statistics  to  prove  that  women  a 
tuning  in  to  various  types  of  spot 
programs. 

Example:  in  the  I960-'61  seasc, 
NBC    broadcast    Jackpot    Bowlii 
with  Milton  Berle.     The  show  avj 
aged  SO  women  as  compared  to 
men  per  100  sets  tuned  in.    In  t 
same    period,    CBS    broadcast    t 
rodeos    and    NBC    broadcast    S 
mer   on    he.     These   three   sp 
programs    attracted    more    worn 
than    men. 


SPONSOR   S    |i  t  v    V.i 


1  Resean  hers  have  often  i  ome  up 
nil  findings  revealing  thai  sports 
iit lii »1< »>^,it~»  are  especially  favored 
\  women  undei  I".  Bui  the  most 
gnificam  finding  <>l  receni  times 
eali  with  the  I960  Wintei  Olymp- 
.  s  w  Iik  li  showed  .1  highei  i in  i 
ence  <>l  women  viewers  than  nun. 
Examining  the  Olympics'  audi- 
ik(  romposition,  Depew  and  Ins 
lleagues  at  (  v\\  found  thai  each 
Revision  set  had  ai  leasi  one  worn- 
i  \  iewei .  I  his  t  oin|).ii  es  vei  \ 
vorably  with  today 's  top  woman- 
>peal  programs  such  .is  Ben  Casey 
The  \  in  ses.  "  1  herefore,  and 
insidei  ing  pi  i( e  i.k  i«>is.  media  ad- 
tages  are  potentially  even  better 
i  the  1964  Olympics,"  Depew  s.i\s 
)timisii(  ,ill\. 

I  In-  program  advantages  are  also 
:\  good,  according  to  Depew. 
In-  '60  Wintei  Olympics  coverage, 
epew  points  out,  did  mu<  h  to  in- 
oduce  winter  sports,  espei  ially  ski- 
g.  id  people  who  had  nevei  seen 
em  before.  Since  then,  other 
lis  programs  such  ;is  Wide 
oild  of  Sports  have  regularly  tele- 
id  wintei  sports. 

"One  ol    the  biggesi    boosts   foi 
railing  women  to  wintei   sports. 
lieve    it    or    not.    lias    been    the 
atively    receni    introduction    of 
etch      (ski)      pants."     Depew     de- 
nies.   "Women  love  them  and  of- 
ti  look  great  in  them.   What  with 
t.'   stretch    pants    and    othei    high 
il.hion  ski  ( lothes,  sweaters,  parkas 
d    caps,    women    in    some    eases 
e  gotten  the  outfits  before  tak- 
u p  the  sport." 
)epew  s.i\s  Sports  Illustrated  and 

men's  magazines,  too.  have  pro- 
ted     skiing     .mil     other     winter 
its  playing  up  physical   fitness, 
i  1  >  partk  ipation  and.  ol  ( ourse, 
new    (lothes.    equipment    and 
ski  .ire. is. 
Finally,  take  a  good  look  ai  the 
le    wintei    athletes,    particularly 
skins  and  jumpers."  Depew  <  \ 
nis     "Without   exception,   they 
1  to  women.     \iU\   all   these  ele- 
ts  together.    Put   'em  on  telev  i- 
during  the  peak  \  ieu  ing  sea- 
(.(No  a  peak  skin-lotion  season) 
von  (an   see   why    [crgciis   is   ,i 
sor  of   the   Winter   Olympics." 
«>r  .ire  other  national   advertis- 
Wtrlooking  opportunities  ol  ap- 


pealing   to    women    i id    in    on 

spoils  programs  (  <  rtainly  the  oth 
(i  sjionsois  oi  the  npi oming  \\  inti  i 
( >lympi<  s,  w  ho  in,  in,i,  I,,,  none 
I  ire  v  Rubber,  Liberty  Mutual  In 
sui. in,.,  i'  Lorillard,  [os  Schliu 
Brewing  and  rexaco,  know  lull 
well  how  inn,  h  influent  <  the  worn 
an  exerts  .is  to  whai  hei  husband 
shall  and  shall  not  buy. 

Beei    makers,    lot    example,    are 

aw. He  ol    the  <  heel  lul    I.k  i    ih.il    .ip 

proximately   36  pei  ceni  <>l  .ill  i< 

male    adults    in    the    I   iiiiiil    Si. Hi  s 

drink  beei  today. 

M.ikeis  ol  automotive  supplies 
also  n( ognize  the  \ alue  <>i  dint  i ing 
poit ions  ol  then  ( ampaigns  to  the 

(list. ill    side. 

Dr.  Di( htei.  however,  sees  .i  num- 
bei  ol  deeply   Freudian  fai  tors  in 

\ol\ed.    "  \s   I. it    .is   we  know,   worn 

en  not  only  like  to  watch  handsome 
men  engaged  in  w  intei  spoi  is.  bui 

also  not  so  handsome  wrestlers      Di 

Dichter  sa\s.  "Psychologically,  I 
think  then-  are  a  numbei  ol  fai 
tors  involved  men  competing  with 
each  othei  definitely  do  represent 
an  aspect  ol  homosexuality  which 
might   well  be  inti  iguing  to  worn 

en." 

Di  Dii  lii(  i  is  ol  the  opinion  that 
"the  athletic  young  men  shown  in 
wintei  spoils  .mil  othei  t\pcs  ol 
sports  represent  to  women  the 
'Ideal  ol  the  Vpollo'  whi<  h  the  hus- 
bands most  likely  do  not  fulfill." 
\nd.  as  I. ii  .is  wrestling  is  con- 
cerned, "there  is  probably  i  certain 
sadism  involved,"  Di .  Di<  hta  <>'> 
s(  i  \  es.  "  I  hese  mus<  ular  men  pre 
tend  to  kiiix  k  e.u  h  othei  out,  which 
probably  offers  some  kind  ol  \  i<  ai  i 
ous  pleasure  i<>  women.  I  hese  men 
are  not  dangerous  to  them  while 
they  are  occupied  with  ea<  h  oth< 

I  hat  w  restling  on  iele\  ision  is  ,i 
powerful  drawing  card  foi  women 
has  been  proven  again  and  again 

Mary  \I<  Kenna,  \  it  e  president  in 
(  harge  oi  resean  h  i>>i  \\  \  1  w  I  \  . 
the  Metropolitan  Broadcasting  sta 
I  ion  in  New  ^  oi  k.  w  hi(  h  i  ai  I 
some  lour  houis  ol  ihis  spoil  week 
h.  si. ites  oi  the  total  adults  for 
givefl  spoils  broadcasts,  the  percent- 
age ol  women  watching  wrestling  is 
higher  than  foi  boxing,  profession- 
al bowling,  goll  oi  baseball 

I  his  I.k  tot  is  known  to  ><  asoned 


1 1 1 1 1<   buyei j   ii  the  top 
Madison    Vvenui       Vlf>        I 
Crisco    <  >d    and     \|i      (  ii  hi 
among  the  household 
produi  is   ii  -ul. ii  l\    >.  In  duh  d   dui 
ing     iIm      wn  ttlin  •     pei  iod 
VVNEW    I  \ 

SpoiiM.ls       ii  u  ioii.il       m  -mini     ,,i 

lo<  ii    ii,  ,  oming  to  thi  i  on<  lusion 

ill. It     (  (II.  Illl     t(   |l   \  isCd     spoils     shows, 

.is  Mi  l  lugh  cxpi 

wom. in  the  opportunity  to  wat<  h   • 

youthful,  outstandingly  well 


Looking  to  winter  Olympics 
(  unningham  s  \\  alsh'a  1  I.  anoi   V 
in,  di.i  sup,  m  isoi    hi, I  Dick  D  i  p. 

\  i\   program  chi(  I.  >tnd\    '  pai 

ii,  ipation  in  wintei  <  >h mpii  s 

n.ited.  usually  muscular  and  always 
mas(  uhiK  male,  p<  rform  in  a  sj 

m    .i    in.i iiiic  i    no    ordinary    man    is 

expo  ted  to  parallel." 

Indeed,  social  scientists  have  dis- 
( overed  that   thi  ige  husband 

with  his  heavy  five  o'clock  shadow 
doesn't,  in  the  least,  n  sent  hai 
his  h. hi  absoi l>  herseli  in  the  \  ■,• 

going*  on  ol.  s.i\.  id,    \\  mtei   (  >1\  in 

pics   from   romantii    Innsbruck 
the  h 1 1 ink  wrestling  man  hi  - 
the  lex al  spot t ing  arena. 
Hubby    is  confident 

ps\(  hologists  in. mil. tin.  that   he  I 

hold  his  own.  romantii  ally   in  ik 

ing   against  .;  sk.ur  ■   Button, 

ilfing   fack  N  i  or  even    i 

w  i  i"s|m     \ntonii:  ^ 


»«0R  8  july  1963 


\itviiliint  ttilitu'ii: 


Your  wives  DO  watch  daytime  tv 


Last  year,  when  electrical  appli- 
ance salesmen  for  Proctor-Silex 
began  quietly  complaining  of  "ad- 
vertising fatigue"  executives  lis- 
tened, but  with  a  noticeable  frown. 
How  could  the  master  plan  for  tv 
be  questioned  when  it  had  bol- 
stered sales  tenfold  in  ten  years, 
from  $4  million  to  nearly  $40  mil- 
lion? 

Sales  estimates  indicated  that 
Proctor  was  second  to  General  Elec- 
tric in  the  sale  of  toasters  and  irons 
and  was  the  leader  in  sales  of  iron- 
ing tables — all  three  of  which  were 
heavily  advertised  on  tv. 


Walter  M.  Schwartz,  Jr.,  presi- 
dent of  Proctor-Silex  was  convinced 
daytime  television  was  the  right 
formula  for  selling  housewives. 
Maybe  there  was  boredom  at  the 
level  of  the  field  salesmen  but  not 
at  the  consumer  level.  He  had  to 
be  right.  Ninety  per  cent  of  "well 
over  $1  million"  in  national  adver- 
tising money  was  scheduled  for  tv 
this  year. 

To  prove  the  effectiveness  of  tv, 
Schwartz  asked  the  agency  to  pro- 
duce studies  such  as  those  by  Proc- 
ter &  Gamble,  Nielsen  and  others. 
And    finally,    for   added    proof,    he 


Gentlemen,  here  are  the  facts 

Max  Tendrich,  chairman  of  the  executive  committee,  goes  over  study  on  female 

daytime    viewing    habits.    Results    quelled    existing    suspicions    of    'tv    fatigue' 


32 


decided    to    conduct    independent 
research. 

A  research  company  in  New 
York — with  no  station  or  network 
affiliation — was  chosen  to  surva 
women  in  four  Proctor-Silex  mar- 
kets— Atlanta,  Philadelphia,  Pew 
land,  Ore.,  and  San  Francisco.  T1k 
results  were  even  more  favorable  tel 
daytime  tv  advertising  than  Proc 
tor-Silex  management  had  ex 
pected. 

The    91(i    completed    interview; 
made  the  last  week  in  January  b> 
The    Queen    Applied     Psychol 
Co.  indicated: 

•  There  is  a  large  and  attentive 
daytime  television  viewing  audi 
ence  in  primary  Proctor-Silex  mai 
kets. 

•  Seven  out  of  every  ten  womei 
who  owned  tv  sets  repotted  da) 
time  viewing  at  least  one  dav  pe 
week.  And  one  out  of  every  thre 
were  viewing  daytime  television  a 
the  time  they  were  called. 

•  One-fourth  of  the  women  wh| 
were  daily  viewers  of  davtime  t 
watched  five  or  more  hours  a  da 
The  most  popular  hours  for  viev 
ing  daytime  t\  were  from  12  noo 
to  2:30  p.m. 

•  Half  of  those  who  were  vie\ 
ing  television  when  the\  we 
called  were  doing  nothing  el 
while  watching  tv.  Househo 
cleaning,  sewing  or  knitting,  at 
ironing  were  the  most  frequent 
tiyities  engaged  in  by  the  otht 
while  viewing  television. 

Concluded  the  appliance  fin 
The  programs  carrying  Proctt 
Silrx  advertising  ran);  high 
terms  of  vieiving  and  degree 
liking  (Concentration.  Mere  G)1 
fin,  Young  Dr.  Malone,  Play  Yc 
1 lunch— all  NBC). 

There  is  a  direct  relationship  | 
txeeen  the  viewing  of  PS  progm 
and  greater  awareness  and  OW 
ship  of  its  products  .  .  .  The  | 


SPONSOR/8  july  li 


P-S  research  shows  daytime  viewing  habits  strong 


Ph.lj 


Portljnd 


Sjn  Fun 


100% 
(343) 


100% 
(107) 


tal  Daily  Viewers 

ours  tv  was  on  day  before  interview: 


100% 
(97) 


100% 
(79) 


10C% 
(60) 


1 

I  than  1  hour 

10% 

7% 

14% 

8% 

12% 

hours 

21 

29 
21 

16 
26 

18 

17 

hours 

28 

32 

35 

hours 

15 

18 

13 

19 

8 

hours 

15 

19 

19 

10 

10 

:r  6  hours 

11 

6 

11 

14 

18 

>utit»i  of  the  housewife  daytime 
revision  viewing  audience  differs 
>m  that  of  non-viewers  to  a  great' 
<it  in  terms  of  age  than  in 
is  of  socio-economii    status. 
here  was  a  somewhai   greatei 
rcentage    ol     non-viewers    with 
jhei   family   incomes  and  higher 
upational  m.uun  positions  than 
long  viewers,   bin   not   .is  great 
might    be    anticipated.     Diffei 
cs  in  ciliuation.il  background  ol 
wei  s  were  insignificant. 
)a\time   television    does   appeal 
li.iu  a  relative!)  higher  percent- 
oi  youngei  housewives   (undei 
years)    and  .i  relatively   smaller 
[►portion    oi    middle-age    house- 
es     15-54). 

U  the  same  time  the  independ- 
survey  pointed  out  differeni 
time  viewing  habits  in  differeni 

he    extent    ol    \  iew  ing    dav  time 
1  was   highest    in    Atlanta     (75'  { . 
\  iewing  daily) .  the  low- 
in    San    Fiaiu  isi  o     tti  1'  |  .    with 
I,    \  iewing  daily  |  . 

omen  in  Atlanta  were  most 
ny  to  be  doing  nothing  while 
Y  hing  t\  iTl','  »  whereas  those 
'oitland  were  least  likely  to  be 
illy  involved  in  viewing  (2 

fcavy"    viewing    was    most    fie 
nit  in   Philadelphia    (30'  ,    five 
or  more)    and  least    in   Port 
(243 

he  morning  hours   were   tela- 
lv  more  popular  for  viewing  on 


the    U'es[    Coasi     (Portland     18 
San    Fiaiu  is(  o     16'  ,  i     than    in     \t 
lanta      (28%)      oi      Philadelphia 
iiil",' ) .  Conversely,  the  latei  hours 
weie  moie  popular  in  the  1  .ist. 

I  he  lesults  oi  thi'  study .  pub 
lished  in  Man  h.  were  sent  to  Mai 
vin  Baiman,  1n.1u.e4e1  ol  research 
projects  ,u  NBC  lot  comparison 
with  other  studies.  Baiman  re 
poiied  that  he  was  "impressed,  hill 
not  surprised,  that  both  Harvey 
Queen's  iese.ni  h  and  the  Bi and 
Rating  Index  (a  study  subscribed 
to  1>\  \  B< .  on  intent  10  buy  |  pi" 
dui ed  siinil.u   findings." 

I  he  stud)  ac ( omplished  tin ee 
things:  it  boosted  salesmen's  <  onfi 
dence  in  the  i\  strategy,  provided 
effective  merchandising  ammuni 
tion,  and  most  impoi  1. int.  showed 
lh.it    t\     is      and    had    been      .111    el 

lc<  tive  medium  lor  Pnx  tor. 

I  he  ( ompany  naturally  de<  ided 
10  continue  with  i\.  and  is  making 
important  changes.   Proctoi  Silex  is 

SWiU  hing   h.u  Is   to  spot    t\    this   tall 
1  Prcx  lor  Ele<  ti  i<  used  spot  t\  from 
1954    to     I960)     and    plans    to    use 
<  oninieK  ials   with   an   entirely    ; 
appro. u  h. 

spot  television  will  give  the 
salesmen  moie  individual  support, 
according  to  Max  rendrich, 
chairman  ol  the  executive  commit- 
tee at  Weis>  V  (.ellel  N.i\s  lend 
1  i<  h: 

"Local  stations  cooperate  with 
us    in     know  ing    the    products    W« 


have,  and  woi  kmn  m  ith  them    P 
\  iously  .  u  h< 

helped  sell  out  key  de  ilei  1  and  out 
disti  ibutoi  1  on   w  hat   win    doii 
they  often  madi   <  ills  on  retailei s 
and  distributors  with  the  P 
ilisti  11 1    ^.ll<^    managt  1     they    lent 
station     personalities     tot     dealei 
meetings    and  w<    hope  th<  ••   will 
in     I  h. y  knot*  best  the  nature 
ol    theii    audit  m  es    and    ol    thi 
1  ommunii  u  i 

\'>\  returning  to  spot,  the  com- 
pany <  in  take  >d\ antage  ol  live 
interviews,  giveaways  on  shows,  in- 
di\ idual  station  promoi ion  pit  1 
and  seh  1 1  the  most  suitable  station 
in  e.u  h  111.1i  ket,  i.iihei  than  I" 
obligated  In  a  network. 

\noihei    in.ijoi    I  11  tot  :    \  B<       I  V 

is  teliii  1.1111    lo  1  onluiiii    iisin      I' 

lot  Silex    1  oiniiieii  1. ds   on    only     1 
Hunted   numbei    ol    stations.     I  he 


New  commercial  content 

bandoned    M 
.mil  Albert  cartoon  commercia  -     \-- 

!   iron  with  "built  in  1 


company  has  been  using  i\  in  only 
*>'■     ke\     distribution     at 
.  laimed  ih<  at  1  angements  lot 

fill  ins  during  the  same  tune  on  the 
othei    net    Stat  ion>    wi 

"In  195 1  out  motivatioi 

g  spot  t\  was  entirely  differ 
ent."  sa\s  1  (iidi  ich  \'  that  time 
we    wanted    to   bl 


P\ 


SOR  8   ,]ti\     M 


S3 


- 


The  prograwn-nvithin-€B-spot 


Programs-wi  thin  -spot-announcement-  frames 
could  conceivably  become  a  trend,  judging 
from  the  happy  experiences  of  Duquesne  Brew- 
ing. 

The  Pittsburgh  beer  maker  is  presently  using 
twenties  and  minutes  in  some  12  television  mar- 
kets, primarily  in  the  Ohio-Pennsylvania-West 
Virginia  area,  with  the  object  of  maintaining 
spot  frequency  while  adding  program-sponsorship 
values. 

The  brewer's  program-spot  format  is  called 
Golf  Capsules,  created  and  produced  by  Pitts- 
burgh syndicator  Video  Varieties,  Inc.  A  series  of 
52  filmed  golf  lessons,  each  just  12  minutes  long, 
the  package  combines  live-on-film,  animation  and 
the  producer's  own  Fullstop  technique.  It  also 
provides  Duquesne  with  animated  title,  bill- 
boards, plus  three-second  tags  to  underscore  the 
point  of  each  golf  lesson. 

Each  minute  Golf  Capsule  spot  opens  with  the 
title  and  built-in  billboard,  followed  by  a  20- 
second  commercial.  Then  the  12-second  golf  les- 
son is  followed  by  another  20-second  commercial. 
A  brief  recap  of  the  key  golf  tip  rounds  out  the 
minute,  and  completely  encloses  the  product  sales 
messages  in  program  material.  The  20-second 
commercials  use  the  title-billboard,  the  golf  les- 
son, then  a  selling  ID. 

Duquesne  increased  its  spot  schedules  and 
added  the  new  format  to  existing  spots.  For  ex- 
ample, a  heavy  schedule  of  twenties  and  minutes 
on  Pittsburgh's  WIIC  was  switched  to  Golf  Cap- 
sules program  spots.    An  across-the-board  news- 


cast on  KDKA-TV,  Pittsburgh,  was  continued 
with  the  golf  format  used  nightly  in  one  of  the 
commercial  positions. 

How  does  the  brewery  feel  about  programs- 
wi  thin-spots? 

"Very  encouraging''  is  the  way  Duquesne  board 
chairman  John  A.  Friday  puts  it.  "The  idea  that 
we  could  have  the  best  features  of  both  programs 
and  spots  made  good  sense  to  our  organization. 
First  reactions  came  from  our  distributors  and 
dealers,  and  were  the  most  enthusiastic  we've  ever 
received  from  a  broadcast  campaign.'' 

Friday  adds  thai  "after  a  few  telecasts,  we 
started  to  get  letters  from  viewers  thanking  us 
for  the  entertaining  and  useful  programs  in  our 
commercials.  We  believe  Golf  Capsules  will  at- 
tract enormous  attention  and  good  will  to  our 
products,  and  that  can't  help  but  produce  sales." 

On  the  media  side,  Roger  Rice,  vice  president 
and  sales  manager  of  WIIC,  reports  at  least  a 
dozen  calls  each  week  for  schedules  of  the  beer 
spots  from  viewers  who  don't  want  to  miss  the 
miniature  programs. 

Edward  M.  Brown,  vice  president  of  Vic  Mait- 
land  R:  Associates,  the  agency  on  the  account, 
says  that  for  a  regional  advertiser  such  as  Du- 
quesne, the  program-in-a-spot  plan  has  a  dollars- 
and-cents  advantage. 

"For  a  relatively  low  syndication  cost,  we  can 
combine  Golf  Capsules  with  our  existing  com- 
mercials and  come  up  with  52  different  minute 
or  20-second  spots,"  Brown  states.  "There's  no 
(Please  turn  to  page  52) 


Unusual  program-spot  concept 
Duquesne  Brewing  is  Renins  its  sales  message  across  in 
miniature  programs.  Title  card  is  displayed  by  firm's 
top  execs,  Grant  E.  Friday,  (1).  assistant  to  president, 
and  John  V  Friday,  Jr.,  president  and  board  chairman. 
(Above)  Scene  from  Gol)  Capsules  l>\  Video  Varieties 


34 


Rep  firm 

surveys  local  tv 

facilities  for 

COLOR 


Color  tv  spot  business  "will  be  the  main 
source  of  our  increased  dollar  volume,  as 
well  as  being  the  most  important  new  plus 
factor  in  the  effective  use  of  the  medium  by 
advertisers." 

So  stated  a  well-known  rep  last  week,  Mar- 
tin L.  Nierman,  executive  v. p.  of  the  Edward 
Petry  Co.,  as  his  firm  unveiled  results  of  a  sur- 
vey of  the  32  major  U.  S.  markets  where  there 
are  Petry-represented  tv  stations. 

Unlike  some  media  surveys,  which  provide 
agencies  with  solid  information  but  leave 
agencymen  wishing  they'd  had  a  chance  to  add 
a  question  or  two  to  the  survey  forms,  the 
Petry  study  gave  agency  executives  consider- 
able opportunity  to  get  into  the  act.  Ques- 
tionnaires were  pre-tested  among  14  media 
and  radio  tv  v.p.'s  at  such  agencies  as  Ted 
Bates,  BBDO.  Grey,  OBM,  J.  Walter  Thompson 
and  Y&R. 

While  the  survey  does  not  cover  color  facil- 
ities and  local-level  color  ad  charges  for  the 
entire  U.  S.  tv  picture  (a  survey  area,  incident- 
ally, which  is  largely  an  RCA  province),  it  pro- 
vides a  most-useful  updating  on  a  valid  cross- 
section  of  color-equipped  markets. 

Here,  in  brief,  is  what  the  survey  revealed: 

•  In  the  32  tv  markets  where  there  are 
Petry-repped  tv  stations,  there  are  two-thirds  of 
a  million-666,000-color  tv  homes. 

•  Almost  all  stations  (regardless  of  network 
affiliation)  are  currently  equipped  to  televise 
color  shows  fed  on  network  lines. 

•  Among  the  Petry  outlets,  17-slightly  more 
than  half— are  equipped  to  televise  color  film 
(features,  syndicated  shows,  commercials). 

•  Those  equipped  to  handle  local  live  color 


shows  (which  involves  a  considerable  local- 
level  equipment  investment)  are  understand- 
ably fewer;  however,  five  were  equipped  for 
local  color  programing. 

•  Similarly,  four  stations  of  the  32  checked 
—one  in  every  eight-were  equipped  to  tele- 
vise from  color  tape,  again  a  tv  mode  which 
involves  expensive  tv  equipment. 

A  fact  of  particular  interest  to  color-tv- 
minded  admen  also  came  to  light  in  the  over- 
all study  findings:  only  3  of  the  32  stations 
said  they  had  "additional  charges"  for  televis- 
ing color  commercials.  Further,  15  of  the  sta- 
tions said  they  were  equipped  to  produce  color 
commercials  to  order. 

Petry's  questionnaire,  which  is  being  made 
available  to  TvB  as  a  model  for  a  broader- 
scale  survey  among  TvB  member  stations, 
turned  up  a  number  of  newsworthy  facts  in 
quizzing  major-market  outlets  on  their  color 
facilities. 

Here  is  a  sampling,  by  markets: 

Los  Angeles:  According  to  KCOP,  about  5°o 
of  the  area's  three  million-plus  tv  homes  are 
color-equipped.  KCOP  has  local  color  pro- 
grams available  for  sponsorship,  and  can  tele- 
vise color  film  (but  not  color  tape  or  live-color 
commercials). 

Omaha:  In  KMTV's  area,  there  are  an  esti- 
mated 350.840  tv  homes,  of  which  12,250 
have  color  receivers.  KMTV  makes  no  addi- 
tional charge  for  color  film,  with  local  color 
commercials  accepted  at  regular  rates. 

Albuquerque:  Tape-equipped  KOB-TV  esti- 
mates that  there  are  10,000  color  tv  homes  in 
the  station  s  area,  which  includes  185,000  tv 
households.  KOB-TV  is  equipped  for  color  tape. 


SOR/8  july   1963 


35 


Alcoa  charts  sales  course: 
smooth  sailing  all  the  way 

Giant  metal-producer  makes  big  splash  in  the  booming 
marine  market  with  radio-supported  "Boat-A-Ramas" 


"Here's  how  radio/tv  paid  off  .  .  ." 

So  radio/tv  supervisor  John  Whited  of  FSR  (seated)  seems  to  be  telling  account 

executive  rom  Tyson  (left)  and  Alcoa  advertising  promotion  supervisor  |.uk  Must 


With  more  than  7.5  million  small 
craft  on  the  water,  America  is 
fast  becoming  a  nation  of  boating 
enthusiasts.  The  colorful  sight  of 
balloon  sails  and  powerful  speed- 
boats is  increasingly  more  common 
as  whole  families  take  to  the  water. 

Alcoa  has  long  had  its  eye  on 
this  S2.5  billion  per  annum  market, 
and  jumped  in  headlong  this 
spring  with  a  trail-blazing  cam- 
paign that  tipped  aluminum  sales 
to  the  small-craft  market  by  8%. 
While  total  boat-market  sales  in- 
creased only  2%  as  a  result  of  the 
sales  drive.  Alcoa's  own  volume 
showed  a  dramatic  rise. 

Over-all  credit  for  the  campaign, 
which  won  the  Best  Seller  Award  of 
the  Association  of  Industrial  Ad- 
vertisers, goes  to  Alcoa's  sales  man- 
ager for  the  pleasure  boat  market, 
W.  D.  Logan. 

The  campaign's  cornerstone  was 
ADIKA>f.  a  polio  of  Advertising 
Dominance  in  Key  Aluminum 
Markets,  joint  1\  created  by  Alcoa 
and  its  agency,  the  Pittsburgh  office 
of  Fuller  &  Smith  &  Ross. 

ADIKAM's  double-headed  objec- 
tive: to  first  expand  the  retail  mar- 
ket for  boats  and  motors,  then  to 
"play  back"  results  of  the  expan- 
sion to  manufacturers,  reflecting 
what  Alcoa  was  doing  for  the  in- 
dustry and  reaping  industrial  sales 
in  response. 

To  sell  the  retail  public  on  the 
idea  of  boating.  Alcoa  scheduled 
more  than  5,000  one-minute  radio 
spots  in  21  target  areas.  The  com- 
mercials combined  a  musical  intro 
and  close  with  information  about 
aluminum  manufacturers'  products, 
and  the  names  and  addresses  ol  lo- 
cal dealers.  In  addition,  each  deal- 
er received  four  one-minute  radio 
spots  on  a  station  selected  bv  FSH 

Directed  by  Alcoa  Advertising 
Promotion  Supervisor  Jack  H. 
Muse  and  FSR  account  executive 
lom  Tyson,  the  radio  campaign 
ran  ten  weeks  beginning  2  Apr! 
1962  and  continuing  through  9i 
June.  Twenty-four  spots  per  week  I 
were  allocated  to  each  market,  in- 
viting listeners  to  visit  local  boat 
dealers'  show  rooms. 

Radio  stations  were  selected  pri- 
marilv  for  their  ability  to  reach    \1 


36 


SPONSOR  8  jily   1963 


coa  s  immediate  audience  "I  poten 
i.il    bun    buyers,   .iikI    secondaril) 
loi  theii   nun  handising  ability 

\\  nli  split   radio  enlisted   to  do 
the   majoi    media    j<>l>.     Ucoa    era 
ployed    I  In    Men  handising  ( iroup 
to  stimulate  field  activil  ies.     \n  ex 
pcriemed    iepresentaii\e    from    th< 
Group  i  alleil  on  stations  and  deal 
us    to    help    coordinate    theii    pro 
grains,  while  .1  regional    VIcoa  field 
promotion    managci    <  ondu<  ted    lo 
( al    piomot ions    using    displays, 
.  ountei  1  .ml--  and  mailing  pie<  es  in 
radio  dealei  tie  ups 

Boat-A-Rama  adds  extra  sparkle 

F01    .1d1lition.1l    imp. ii  1.   glamoi 
ous   "Boat-A-Rama"   shows   featui 
wide  \.u  iety  ol  boat  exhibits, 
and  drawing  audiences  ol   ovei    2 
million     were     then     launched     in 
giant  shopping  centers  ol  seven  ol 
the  most   important   markets.     To 
whoop  up  interest   in   the  Boat-A 
R. mi. 1    promotions,    the    agency 
scheduled    100    radio    commercials 
inviting  listeners  to  .mend  the  gala 
<hows  in  Apiil.  May  and   [une. 

Cooperating  stations  in  the  seven 

Boat-A-Rama     markets    conducted 

\liss  Boat   \  Rama  beauty  contests 

is  .1  joint  station-show  promotion, 

lonating  time  and  talent.    Main  ol 

lie  stations  made   broadcasts   from 

he   beaut)    show,   and    some   (level 

ped    their   own    promotion    ideas. 

VIP,  Philadelphia   held  a  contest 


Boat  displays  sail  on  to  greater  sales 

I  \lul)iis  hk(    this  111  seven   key   areas  drew   audiences  "i   ovei    two  million,  .mil 

increased  shan  of  the  small  boat  market  for  both    Vlcoa  and  ili<   aluminum  industry 


to  spin    shopping  until    men  hauls 

to  publii  i/<  the  Boat  \  Rama  1  on 
cept  in  theii  windows,  and  gave  a 
pi  i/e  to  the  best  display 

Besides  the  radio  activity,  net- 
work t\  supported  the  program  na 
tionally.  Three  one-minute  and  20 
second  spots,  featuring  aluminum 
in  boats,  appeared  on  VBC  !-TV's 
"  \li  oa  Premiere"  dui  ing  the  Boat 

\  Rain. 1  inoiillis. 

The  "|»la\  backs"  really  started 
before  the  campaign  began  to  roll, 
m  hen  \li  oa  |»ie\  iewed  the  projei  t 
10  manul.11  unci  s  al  the  1961  M.i 
I  mi'  1  1  .u\f  Shov»  111  (  hit  ago  by 
playing  the  radio  commercials. 

Vlcoa    salesmen    personally     re- 


.111  aluminum  manufacture!  al  Marine 
donwide  coverage    for  the  promotions 


\  iewed   the  program's  hard  hit! 
details  with  1  ustomei  5.      Vs  the  d 
foil   advanced,  tapes  ol   the  dealei 
1 .  »mmei  1  ials  and  othet  ad  matet  ials 
were    supplied    to    ea<  h    |>i ospei  t. 
I  he    Men  handising    ( rroup    intet 
\  iewers  sent   repot  ts  ol  d<  alei  - 
th  Hies  and  rea<  dons    1  whh  h  •■ 
fa voi  able)   to  manufat  tui 

Film    for    customers 

Progress  ol  the  Boat   \  Rama  was 
relayed   via   news  bulletins  mailed 

to  lll.illill.it  luieis  dui  ing   the  shows 

\    foui  ( oloi    him   ol    the    I-  »al   \ 
Rama  program  was  also  shot,  and 
show n  l>\   salesmen   to  boat  makei 
1  ustomei  s  and   prosper  ts     Pi<  tunes 
ami   data   describing   th< 
strong    radio    supporl    highlight 
both  the  mailing  and  the  film. 

I  Inn  t  .une  the  >  limax:  the  - 
1  ion  1  'I  .1  n  11  tonal  Miss  A 

\  Rama   at    the    Mat  me    I  1  \ 

hibit    and   (  onfereni  e 
Mi  (  01  nut  k   Plat  t    111  (  !.  1  he 

contestants  gathered  al  the  display 
area  to  be  photographed  with  the 

1n.u111f.il  lui'  while 

iiianuiai  mi  inu  1  ustomei  s  took  p 

Dan  Soikin.  1  adio  t\  personality 
was  on  hand  to  em< ee  the  event     \ 

w  i u lit  1    was  pi(  Isi  d,  and  the  ph 

of  the  event  wen-  1  m  1  made 
personalized  albums,  1  by 

\lioa  salesmen  ner, 

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NEW  YORK 


TIMEBUYER'S 
CORNER 


Media  people: 
what  they  are  doing 
and  saying 


Chicago  hit  by  candy  wrapper  blizzard:  Clinton  E.  Frank,  Inc.  is  knee 
deep  in  Curtiss  Bab)  Ruth  and  Butterfinger  cand)  wrappers—  15.000 
by  count.  Checking  the  total  here  (see  photo)  are  (1-r)  Rex  Lathen, 
H-R  Reps;  A.  S.  "Bud" 
Trude,  Jr.,  agency  v. p. 
and  media  director;  and 
Kaye  Kruger,  assistant 
timebuyer.  Client's  wrap- 
pers were  sent  to  the 
agency  by  K  A  AY  (Little- 
Rock,  Ark.),  which  re- 
ceived them  as  the  result 
of  a  contest.  Students  of 
65  high  schools  mailed  in 
the  wrappers  with  the 
name  of  their  favorite 
deejay.  The  air  personal- 
ity receiving  the  most 
votes  was  assigned  to 
emcee  a  school  dance. 
The  question  now,  Clin- 
ton E.  frank,  Inc.,  is  what 
do  you  do  with  45,000 
of  the  client's  wrappers? 
Wallpaper  lor  the  media 
director's  office?  Large 
Fourth  of  July  bonfire? 
Confetti  for  the  next  as- 
tronaut parade?  What? 

New  York  buyers  are  still  talking  about  it:  The  recent  Crown  stations 
Treasure  Hunt  sent  more  than  400  buyers  and  a.e.'s  tearing  out  of 
Central  Park's  Tavern-on-the-Green  food-laden  party.     They  departed 
in  four-man  teams  in  a  mad  rush  for  taxicabs  at  the  countdown  mark- 
ing the  hunt's  start.  Contestants  frantically  cabbed  over  mid-Manhat- 
tan chasing  clues  for  three  hours  to  discover  the  location  of  five  hidden 
silver  crowns;  ran  into  such   fames  Bond  situations  as  diving  to  the 
bottom  of  Motel  City's  swimming  pool  where  a  scuba  diver  held  a 
clue,  reading  a  phone  number  engagingl)  printed  on  a  belly-dancer's 
tummy,  translating  a  Yiddish  ad  in  an  Arabic   newspaper,  and  invad- 
ing a  YMGA  steam  room.    To  get  back  to  the  belly-dancer's  tummy: 
one  story  making  the  rounds  is  that  one  team  member  read  the  phone 
number  incorrectly,  dialed,  and  was  tolcl  bv   the  harassed  answerer  (he 
had  undoubtedly   received  other   contestant's   calls   wrongly)    to   "go 
jump  in  the  lake."  Cood  sports  that  the)    were,  and  with  an   eve  to  I 
winning  no  matter  what,   the   team   preceded   to  Central    Park   lake 
and  the  last  one  in  was  a  rotten  egg.  Well,  so  much  for  the  losers;  top1 
winner  was  (.ever,  Morev.  Ballard's  John  ClugStone,  who  became  the  i 
astonished  owner  of  a  midget    M(.  sportscar.    Other  prizes  included 
color  tv's,  am-fm  stereo  hi-fi's,  portable  tv's.  cameras,  ami  ARC  French  i 
poodles.  Good  guess:  agenc  v  people  will  rcmcmbci   the  Crown  stations,: 
KING  AM  1M  TV  (Seattle).    KGW-AM-TV   (Portland),   and    KREM-j 
AM  -TV  (Spokane). 

Agency  people  the  corner  recognized  at   the  Crown   Treasure  Hunt: 
[Please  turn  to  page  10) 


w 


SPONSOR  8    ]i  tv    D63 


PEOPLE-BEAMED  .  .  .  person-to-person  radio, 
the  friendly  giant  glow  across  the  rich  money 
belt  of  Oklahoma.  KRMG,  radio  that's  beamed 
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shining  with  sales  results.  People  who  listen, 
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S.NS 


OR  8   iim    1963 


l 


HONOR 
AWARD 

FOR 
SERVICE 


"For  outstanding  contri- 
bution by  a  radio  station 
for  effectively  promoting 
public  awareness  of  the 
value  of  tourist  courtesy 
to  the  community  and  to 
the  State  of  Florida." 

Presented  to  WSUN  Radio 

by  the  Florida  Develop- 
ment Commission  June 
21,  1963  -  for  the  Tour- 
ism Education  Project  of 
J  the  Florida  Association 
of  Broadcasters. 

One  of  the  Nation's  Great  Stations 


WSUN 

5  KW         620  KC 

TAMPA-ST.  PETERSBURG 

Broadcasting  24  hours  daily! 

Get  all  the  facts  from 
Natl.  Rep:  VENARD,  TORBET  &  McCONNEU 
S   E.  Rep:  JAMES  S.  AYERS 


TIMEBUYER'S 
CORNER 


Continued  from  page  38 


Peg  Graham,  Smith/Greenland;  Phil  Stumho,  McCann-Ei  ickson;  Gene 
Hobicorn,  f.  Walter  Thompson;  Joan  Stark,  Grey;  Jonne  Murphy, 
Gumbinner;  Jim  Watterson,  Lennen  &  Newell;  Ed  Nugent,  D'Arcy; 
Angela  Nicolais.  Cunningham  R;  Walsh;  Chet  Slaybaugh,  Ted  Bates; 
Warner  Ziegler,  BBDO;  Boh  Jeremiah,  C&W;  and  John  Lamson,  Nor- 
man, Craig  &  Kummel. 

The  date  is  set:  Bruck  &  I.urie  (New  York)  has  passed  along  the  word 
that  their  lovely  blond  research  director  has  wedding  bells  on  hei 
mind.  The  bride-to-be,  Carol-Anne  Rauch,  will  marry  Leonard  B 
Elliott,  vice  president  of  Animatic  Productions  I. id. 

Made  a  vice  president:  Norman  A.  Topper,  secretary,  has  been  electee- 
to  the  post  of  vice  president-administration,  and  appointed  media  di 
rector  of  Mervin  ;s~-  Jesse  Levine  (New  York). 

A  note  from  Florida:  Mac  McEndree  has  been  named  media  directo 
of  Hume,  Smith,  Mickelberry  (Miami). 

The  latest  to  hop  the  fence:  E.  Boyd  Seghers,  Jr.  has  joined  WGI 
Inc.  (Chicago)  as  sales  promotion  advisor.  He  was  broadcast  media  di 
rector  with  Knox  Reeves-Fit/gerald  (New  Orleans). 

A  word  about  Texas:  Jan  Collins,  who  is  office  manager  at  Wright|j 
Allen  &:  Ryan  (Dallas)  has  been  given  the  added  post  of  media  director 


Bob  Jeremiah:  the  big  picture 


A  discerning  and  intent  newcomer  to  the  Cunningham  &  Walsh 
(New  York)  media  department,  Bob  Jeremiah  is  media  buyer  for 
Braniff  International  Airways,  St.  Regis  (school  paper),  and  Geigy 
Chemical,  among  other  products.  Bob  feels  that  media  buying 
gives  him  "the  big  ad  picture,"  that  buying  is  a  science  as  well 
as  an  art,  and  that  the  buyer 
has  to  keep  alert  to  new  devel- 
opments to  stay  on  top.  "Each 
medium  has  its  advantages 
and  its  disadvantages,"  says 
Bob,  "and  no  medium  is  an  ab- 
solute answer  for  a  product. 
The  decision  depends  on  char- 
acteristics of  sales,  share  of 
market,  seasonal  trends,  and 
all  the  miscellaneous  factors 
that  make  up  the  total  market- 
ing picture."  After  a  stint  with 
the  Army,  Bob  began  his  ca- 
reer by  joining  Lennen  &  New- 
ell, where  in  a  little  more  than 
three  years,  he  progressed 
from  the  mailroom  into  media 
research,  became  an  assistant 

buyer,  and  then  a  full-fledged  buyer  on  industrial  accounts.  A 
graduate  of  Fordham  University  in  New  York  City,  where  he  ma- 
jored in  communication  arts,  Bob  is  now  a  member  of  the  Ford- 
ham  Ad  Club.  A  bachelor,  he  lives  in  Mt.  Vernon,  New  York, 
dabbles  with  golf  in  his  leisure  hours,  and  will  tell  you  tongue- 
in-cheek  and  without  batting  an  eye  that  he's  an  ace  golfer. 


40 


SPONSOR/8  JULY   19! 


COMMERCIAL 
CRITIQUE 


Trends,  techniques,  new 
styles  in  radio/tv 
commercials  are  evaluated 
by  industry  leaders 


DON'T  TWIST'  THE  COMMERCIAL  WRIST 


By  AUSTEN  CROOM JOHNSON 

II  \.n  i<(\  is  the  spit  e  oi  life,  I 
loubi  us  effectiveness  in  the  jingle 
lepartment.  In  nn  book,  one  good 
.iclio  commen  ial  l>\  1  .es  Paul  and 
\l.us  Ford,  regularly  repeated  in  .1 
ampaign,  can  do  more  lot  Robert 
l.ill  than  il  this  i  lieni  were  to 
•resent  a  slew  ol  stylized  variations 


-inging"  the  blues  .  .  . 
rhaps  to  avoid  .m   undue  emph  i,iv 
e  "zing"  in  Coca  Cola  lias  lost  its  zip 

i  the  same  theme,     I  he  business 

taking  .1  musical  commen  ial  and 

en  recording   it,  as  .1   mattei    ol 

utine,  with  differeni  groups,  dif- 

■em    backgrounds,   and    in   ever) 

•  le  mush  all)   ai   hand,  can  be    1 

■stake.    Vuh    fads    as    the    rwisi 

Hue  the  unthinking  to  believe  thai 

\  will  lose  audiem  e  unless  theii 

niiu'ii  i.il  is  brought  "up  to  date" 

being    suitably     I  u  isted.     \nd 

ill-  the) 're  at  it.  the)  figure  that 

\  might  ,ts  well  covet    the  field 

li    variants    that    in<  lude    l><>^  1 

Ira,    countr)    and    western,    jazz, 

1  anything  else  that's  supposedl) 

ikend  in  the  jingle  business. 

>4  com- 
as some- 
Ins  worthwhile  singing,  and  not 
»•  salt's  <o|>\  embroidered  with 
1  cs,  it  is  an  established  fa<  t  thai 
;  an  enjo)  long  and  successful 
"Mill-.  When  us  ac<  eptabilit) 
s  imcn  h\  <^i\  ing  it  suffi(  ient  time 
uer.  then  ran  come  judic  ions 
eshers.   These  should  not  be  an 


F>    ~m  ' II 

I  end  in  the  jingle  busines 
resuming  that  a  singing 
1  ial  st.u  ts  out   in  life  as 


ex<  use  ii)  indulge  in  a  recording 
s|)i  it.  1  he  "nil  eshei  vat  iant 
should  also  Ik  given  a  1  ham e  to 
register.     Bui    I    believe   a    variant 

sliuulil  111  it  be  allowed  to  stra)  too 
1. 11  from  the  01  iginal,  the  most  nn- 
pot  iant  pal  1  ol  w  lu(  h  should  al 
ways  be  int  luded  intat  1 

Over-production  dangerous 

Brewei  ies,   1  igai el tes,   and   auto 

mobiles  seem  10  allow    themselves 

a   held   da)    in   the   produ<  tion   ol 

radio    t ommen  ial    \ at  iations.     It 

takes    all    the    ingenuit)    ol     the    Ol 

chestrators  and  arrangers  to  uuki 

some   ol    these   come   off    at    all.     In 

mam  (  ises  one  is  lefi  unpleasanth 
aware  ol  the  shortcomings  caused 
In  this  sti  uggle  to  lu  the  nine  and 
vocal  line  into  a  si\le  for  which 
the)  were  nol  wi  itten  «>i  intended, 
lhe\  <  an  all  too  easil)  bet  ome  the 

\  i(  t  im  ol   d\  ei  pi  odut  tion. 

I   have  always  been  an   admirei 
ol  the  mush  al  theme  used  l>\  Salem 
i  igarettes  in  theii   t\   t  ommen  ials. 
Ii  is  all  the  more  sin  pi  ising,  then 
fore,   to   heat    <  ui  1  eni    1  adii  1  spot  s 
with  an  entirel)  new  tune,  il  tunt 
it  < an  be  1  .died,  singing  oui  "Salem 
soilness  freshens  youi  taste."  I  h 
no  quarrel   with   the   performano 
ol    the  spot,   hui    it's   up   to   youi 
eat  s  and   mine   in    mush  al   (  li(  hes 
1  1  \   humming  ii   si >me  1  ime     P<  1 
haps  you  will  wondet ,  as  I  do,  w  h) 
the    memorable    and     established 
notes   ol    theii    i\    musii     weren  1 

adapted    loi    this   put  pi  >S(      It's   pass 

uil;  strange,  bui  one  thing  i"i  sun 
— even  though  both  themes  are 
presently    on    the   air,    the)    won't 

c  ompele  u  ill)  e.n  h   oihei    foi    mini 

<  al  (and  therefor  produt  1 1   memoi 
ability. 

Guy  to  the  rescue 
A  pedestl  ian  |)iei  e  ol  musii  foi 
\( )  (  \l..  is  being  enhani  ed  and 
rescued  In  Guy  Lombardo  and  his 
(lew.  The  final  notes  always 
mind  me  oi  "( .in/. mo  (  in/ano. 
Cinzano"  from  the  jingle  thai  rep 
resents  this  vermouth  Without  the 
plug  foi  Im  piodm  tion  oi  "  Vround 


the   W01  Id,      I   1  an  1    imagim     Mi 
I  oiuii .11  di ■    '.\ ho  lias  long  been  an 

ad\o.  an  ol  g !  1  ommen  ial  tun 

being    a    "pan    ol    usicall) 

speak  ing 

I    mentioned    in    nn    lusi    ( 
men  ial   (  1  itique    1  1    Man  In    il 

the     w.n      'zing'     was     used     in     the 

(  1 11 .1  (  ola     <  ommen  ial 

what  seemed  to  me,  the  si.uu,  ol  a 

brand    name.     Perhaps    to    avoid 

sin  Ii    undue    emphasis,    it    Im,    i 

been  vocall)  demoted  in  mi  ■  - 

to  w here  il  sounds  pallid  and  em 

l>.n  1  assed     Indeed,   '/iiil;'   ap;  ■ 

be  on  the  waj  oui  and  the  m 
woid    'refresh'    is    finding    its 
l>.K  k    \ow   ii  the)  II  only   apply 
little  oi  the  lefi  ovei  'zing'  to  a  1 

I  ampaign  and  the  <  omposition  of 
.1  good  inusK  al  1  ommen  ial,  I  be 
lieve    (  okr    might    have    1    bt 

(  ham  e  of « ompeting  foi  the  favoi ! 
ol   ihos(    who  1  {link  young 
iliose  w  ho  just  plain  think 

Sparkle  lacking 

"  I  1  \     the    spei  ial    spai  kh: 

in  spat kling  (  in. id. 1  hi \    has  b 
set    to   unimaginative   musii .   in 

pool  l\  SUng  and  lion  spat  Unit,'  I  "in 

men  ial    I  ft  I   hope  th< 

come  oui  with  something  new  and 

I I  sti m  som«  life  to  the  audio  im 
1  'i  oui  old  fi//\  Ii  lend    I  he  pn  - 
jingle    sounds    as    ihon  had 
been  lefi  in  thi 

u  it  k  inn  apped  ^ 


-AUSTEN  CROOM  JOHNSON 


\llstell      ( 

with    Mm   Kent 

Mil-.: 

wi  in  1  consultant    - 
the  lit  Id  ol 


50R  8    run    I! 


il 


jOlt 


WASHINGTON  WEEK 


News  from  nation's 
capital  of  special 
interest  to  admen 


^C^  Tne  clamor  about  limits  on  broadcast  commercial  time  grew  louder  and 
more  confusing  last  week  as  NAB  Board  members  held  a  tug  of  war  on  the 
issue,  and  an  FCC  Commissioner  came  out  against  FCC  regulation  of  commer- 
cials— or  maybe  he  didn'  t . 

The  NAB  Joint  Board  of  Directors  meeting  here  sent  Code  Board  chiefs 
back  to  their  drawing  boards  by  rejecting  efforts  to  relax  commercial  time 
for  tv  subscribers  during  non-prime  hours,  and  permit  radio  subscribers  to 
choose  between  categories  of  18,  20  or  22  minutes  of  commercial  time  per 
hour.  A  good  try — but  not  the  answer,  the  Board  decided. 

The  TV  Code  Board  had  recommended  that  non-prime  tv  percentage  of  non- 
program  material  average  20%  per  hour,  with  exceptions  up  to  30%.  The  Joint 
Board  said  no  to  this,  but  yes  to  permitting  percentage  basis  for  broad- 
caster's choice  of  prime  hours.  Code  maintains  present  17.2%  hourly  ceil- 
ing, but  without  slicing  commercial  ttime  by  half-hour  maximums. 

jfjf  ?ne  NAB  Joint  Board  did  agree  on  a  no-holds-barred  cold  war  on  any  at- 
tempt by  the  FCC  to  snag  the  NAB  Code  into  its  regulatory  maw. 
A  big-sweep  promotional  campaign  against  the  tightening  regulatory 
noose  will  carry  appeal  to  Congress,  to  individual  states,  civic,  business 
and  charitable  leaders,  and  to  John  Q.  Public,  who  has  a  few  fiscal  rea- 
sons of  his  own  to  fear  too  much  government  impingement. 

+  J{   Radio  broadcasters  fighting  for  their  place  in  the  advertising  sun 

could  take  some  comfort  from  FCC  Cmnr.  Ford'  s  strong  plea  to  let  market 
competition  decide  commercial  time  limits — with  a  qualification. 

In  the  last  line  of  Ford's  cogent  outline  of  differing  radio  station 
revenue  problems,  he  told  Wisconsin  broadcasters  his  preference  would  be  to 
rely  on  competition  supplemented  by  voluntary  codes,  "and  only  as  a  last 
resort  on  additional  laws  or  regulations." 

No  one  has  ever  defined  a  last  resort  situation — nor  did  Ford.  He  of- 
fered a  plan  to  have  stations  report  percentages  of  time  they  expected  to 
allot  to  commercial  versus  regular  programing,  based  on  a  composite  week, 
and  recorded  in  FCC  program  reporting  forms.  The  percentages  estimated 
would  be  made  public. 

Thereafter,  natural  laws  of  competition  would  level  off  amount  of  ad- 
vertising at  the  point  which  listeners,  sponsors  and  broadcasters  would 
find  reasonable,  Ford  believes. 


^-^-  Additional  hope  held  out  by  Ford  is  that  FCC  acknowledges  NAB  Code  use 
would  be  unsatisfactory,  and  vote  t£  consider  was  very  close. 
Exceptions  would  have  to  be  made  for  1300  Daytimers,  with  long  summer 
days  and  short  winter  days  ;  rural  outlets  with  weekend-only  revenue  ;  sea- 
sonal and  resort  stations.  These  and  many  others  could  not  live  under  NAB 
radio  codes,  Ford  pointed  out.  FCC  has  promised  to  sift  all  suggestions 
for  a  better  plan  than  use  of  NAB  codes. 


42 


SPONSOR  S  n  \\    iff 


SPONSOR-WEEK     Advertisers  and  Agencies 


Transports  tighten  tryst  with  tv 


li  the  firsi  quarto   ol  this  yeai 

is    ;ui)    indication,    transportation 

I  and     tra\el     advertisers     xv ill     !>«• 

transporting    more    and    more    <>i 

t  lit-  i  i     advertising    dollars    to    tele 

vision.      In      the      fanuai  j  Man  li 

[  period,    these    advertisers    spiraled 

theii   i\    t>rll*iii^-»   158..2*  ,    ovei    the 

[   like  (piartei  a  yeai   ago.  to  $3,476, 

|   000  horn   Sl.346,000,  according   to 

I  \  15. 

Vmong   the    IL'   top   t\    spenders 
m  the  category  there  \n .is  .i  :'.'). l"  , 
I    (loll. ii    increase   in   theil    use  ol    the 
6  mediuin    in    I  *  »t  »ii  ovei     1961.    1  lu\ 
I  spent   >7. .!()!'. OS!)  on   network   and 
!  spot,  oi  L'l.;}'  ,  ol  theii  total  media 
budget    dI    v'>  I..")  l'.i.L'T."..     This   com- 
pares with   J5.450.520  spent    in   t\ 
in    1961.    Hertz   Corp.    the    largest 
i\   usei    in  the  ( lassifu  ation,  spent 
neai  l\    $2  million   in   television   last 
scat.  $1,088,709  in  network,  $829,- 
'50  in  spot.    I  his  was  60(  ,    oi   the 
linn's    total    media    budget,    a    slice 
topped   onh    b\    At<  bison,     1  opeka 
<:    Santa    Fe    Railway     which    in- 
vested     .ill    ol     its    consume)     ad 


budget     |654, 120     in  tv. 

\u  hues  ,K  i  ounted  foi  the  majoi 
pari    oi    the    lusi    quartet     gam 
Vmong    the    highest    t\    expendi 
tures    in    the    196 ;    quat  tet    were 
Eastern      lirline,     $647,200;     Pan 

Ainci  i<  an     \\  oi  Id      \n  w.i\  v     $  I  I  I . 
850;    Not  ihc.isi     \n     I  iiics.    $2' 
070.   .md    Delta    \u    Lines,    $267, 

090.      1  wo     Othd      an  lines       I  i  .ins 

World   and    K I  \I    Royal    Dutch 
spent    nothing   in    t\    during    I'.'tii 
but  started  to  climb  last  yeai   with 
the  formei   making  a  t\   outlay   of 
$478,160   and    the    lattei    $130,780. 

Updated  ad  text-books 
held  top  industry  need 

\l.m\   advertising  text-books  are 

"hopelessly      outdated     and      inade 

quate,"  says  Frank  Gaither,  gen 
era]  manager  ol  WSB  i  \M  v  FM) , 
Atlanta,  in  (ailing  loi  "more  oi  OU1 
successful  and  knowledgeable  ex- 
perts— whether  the)  be  in  agen- 
cies, tadio.  oi  t\  stations,  on  news- 
papers    oi      magazines —  (to)      sit 


down    .ii     il  iu,i     .,||,|     n 

ceed  to  tui  n  out   tome  ad\ 

text 

( ..niliei   also  believes  "  <  hniques 
oi    prest  in  in-    idvt  i  tising    in    \  ai  i 
oils  moll. i  haven  t  been  emphasized 
enough  in  the  i  lassroora    a\  i  must 
teach  oui    students  ol   advert i 
that    radio   is  distim  tly    audio;    t\ 
is   disiiiK  tl\    \  isii.il  .mil  audio,   and 
is   not    tin    s.iiik    thing    is   motion 
pa  tines   on    film,    although    n 
within  "in   advertising  world,    I 
afraid,   harboi    thai   opinion 

In    line    with    tins.    h< 
that  "we  should  use  oui   influent  e 
to  help  ret  i  uit  and  pro\  ide  attrat 

live   s.d.n  ies    loi    km,  h(  is    who   i  oin 

bine  the  qualities  oi  sin  <  ( ssinl  ad- 
vei  tising  expei  ient  e  and  the  ability 
to  imparl   then    knowledge  in   the 

(  l.lssl  oolll." 

Jerry  Lewis  hits  at 
'Mad.  Ave.  mediocrity' 

fei  I  v       I  ew  is.      w  ho      HI  ill  lis      to 

weekly  t\  the  coming  season  with 
a  two-houi  Saturday  night  st.m/.i 
on  \i;(  .  h.is  taken  .<  m» ipe  ai  the 
advertising    industry,    claiming    in 


Grid  Giants'  Lynch  'caddying'  for  Peps 


N.Y.  Football  Giants  All-Pro  defensive  ace  Dick 
Lynch  is  "caddying"  for  Pepsi-Cola  in  a  new  60- 
second  tv  commercial  which  has  him  playing 
miniature  golf.  Prepared  by  BBDO,  the  ad  was 
given  its  first  airing  on  Friday  (5)  and  continues 
the  company's  overall  theme,  "Now  It's  Pepsi  for 
those  Who  Think  Young."  Background  music  has 


PONSOR  Sum     196  I 


SPONSOR-WEEK    Advertisers  and  Agencies 


a  recent  interview  on  NBC  Radio's 
Monitor  that  "Madison  Avenue's 
mediocrity  has  kept  me  out  of  tv." 
Except  for  some  guest  stints  as 
host  of  NBC  TV's  Tonight  show, 
lie  hasn't  appeared  regularly  on 
tv  for  several  seasons  since  the  end 
of  his  contract  with  NBC  for  a 
series  of  specials. 

Lewis  said  he  "walked  away 
from  the  medium  several  years 
ago  because  I  didn't  like  being 
governed  and  dictated  to  by  ma- 
chines in  grey  flannel  suits.  This 
time  around,  my  show  will  not 
talk  down,  ft  will  be  truthful  and 
honest.  1  told  the  sponsor  (Ed. 
note:  there  are  many;  see  below) 
from  the  beginning,  'Either  play 
my  way  or  forget  it.'  I  am  going 
to    have    complete    autonomy.' 

His  reference  to  "telling  the 
sponsor"  would  have  involved  his 
talking  with  representatives  of  at 
least  the  following  advertisers  set 
for   his   program: 

Virtually  every  week — Eiggett  & 
Myers,  via  J.  Walter  Thompson; 
Brylcreem,  Kenyon  &  Eckhardt; 
Armour  &  Co.,  Foote,  Cone  & 
fielding;  U.  S.  Plywood.  KR.-E: 
block  Drug,  Sullivan,  Stauffer, 
Colwell  fc  Bayles,  plus  another  one 
entering  network  tv  for  the  first 
time,  and  holding  his  name  back. 
In  addition,  (light  (participations) 
are  set  by  Dodge,  via  BBDO;  Green 
Giant,  Leo  Burnett;  Star-Kist. 
Burnett;  Gulton,  Compton:  Pola- 
roid, Doyle  Dane  Bernbach;  Metre- 
cal,  K.&E:  Norwich  Pharmaceuti- 
cal, Benton  -<;  Bowles;  Heinz, 
Maxon,   and   7-1  p.   JWT. 

APPOINTMENTS:  The  Waldorf 
Astoria  Hotel  to  Pritchard,  Wood 
.  .  .  Imperial  '  too'  National,  motel 
chain,  to  Albert  Frank-Guenther 
Law  .  .  .  Trace)  Cooling  and  Heal- 
ing to  Ball  Associates  .  .  .  The  Alli- 
gator Co.,  The  Assn.  lot  Export 
Development  ol  Bordeaux  Wines, 
and  the  Intcr-Piolessional  Commit 
tee  for  The  Wines  ol  Coles  l)e  I'm 
vence,  to  Jack  Wyatt  Co.  .  .  .  The 
Commerce  and  Industrial  Develop- 
ment division  of  Missouri  to  Win- 
ius-Brandon  for  its  recreational  ad- 
vertising program  ,  .  .  Southern 
State    Hank   of   South    Houston    Pa- 


per Co.,  and  the  Alley  Theatre 
Fund-Raising  Campaign  to  Good- 
win,  Dannenbaum,  Littman  & 
Wingfield  .  .  .  First  Federal  Sav- 
ings and  Loan  Assn.  ol  New  York 
to  Summit  Advertising  .  .  .  Data- 
Guide  Publishing  Corp,  to  Pritch- 
ard, Wood  .  .  .  National  Rural 
Electric  Cooperative  Assn.  to  Mau- 
rer,  Fleisher,  Zon  &  Associates  for 
the  1964  national  campaign  .  .  . 
American  Bakeries  to  Christopher- 
Gerard  &  Associates,  Detroit,  lot 
public  relations  .  .  .  Computer  Sci- 
ences  Corp.  to  Hal  Stebbins  .  .  . 
Greenwood  Foods,  division  of  the 
Borden  Co.,  to  The  Rumrill  Co. 
.  .  .  The  Wood  Shovel  and  Tool 
Co.,  Piqua,  O.  to  Howard  Swink 
Advertising. 

MERGER:  Electric  Autolite  and 
Mergenthaler  Linotvpe  Co.,  manu- 
facturer of  typesetting  machinery 
and  products  for  the  graphic  arts 
industry.  The  new  compam  will 
operate  under  the  name  of  Eltra 
Corp.,  with  Mergenthaler  and  Elec- 
tric Autolite  each  functioning  as 
independent  units  of  the  merged 
corporation. 

NAME  CHANGE:  The  Washing- 
ton   public    relations  and   advertis- 


"Dispense-eez"  carton  in  tv  test 

Morrison  Milling,  via  Jack  T.  Holmes  &  Assoc. 
Ft.  Worth,  is  using  tv  in  the  Ft.  Worth  and 
Dallas  market  area  to  aid  test  of  "first" 
dispenser  carton  for  a  flour  product  and 
"first"  pre-measured  inner  packaging  for  a 
corn  meal  product  with  a  new  convenience 
carton,  used  for  its  UP  Lulu  Corn  Meal  Mix 


ing  firm  of  Maurer,  Fleisher  &  As- 
sociates changed  its  name  to  Mau- 
rer, Fleisher,  /on  &  Associates  with 
the  election  of  Henry  ZOn  as  vice 
president. 

DESIGN  SCHOLARSHIP:  Con- 
tainer Corp.  of  America  will  honor 
the  designer  who  "has  done  the 
most  within  the  previous  year  to 
advance  the  cause  of  outstand  pack- 
age design"  with  a  S2.500  scholar- 
ship to  the  school  of  his  choice  and 
an  original  piece  of  sculpture  by 
a  prominent  American  artist  com- 
missioned specifically  for  this  pro- 
gram. A  jury  composed  of  leaders 
from  business,  design,  and  design 
education  will  select  the  indepen- 
dent designer  for  the  WalteJ 
Paepcke  Award.  Deadline  for  en- 
tries is  mid-September  and  judging 
will  be  15  October. 

FINANCIAL  NOTE:  In  advance 
of  the  official  annual  report  which 
will  be  released  20  July.  General 
Mills  estimated  net  earnings  for 
the  fiscal  year  which  ended  31  May 
will  be  approximately  $11,900,000, 
about  47%  higher  than  those  of  the 
previous  fiscal  year.  Earnings  per 
share  of  common  stock  are  esti- 
mated at  $1.90  as  compared  with 
$1.25  in  1961-62.  Sales,  totaling 
$524,000,000,  were  down  $22,500| 
000  from  those  reported  a  year  ago. 
The  reduction  resulted  almost  en- 
tirel)  From  discontinuance  of  feed 
sales.  s;n'd  the  company. 

NEW  QUARTERS:  Erwin  Wasel 
RuthrauS  &  Ryan,  Philadelphia. 
moved  to  2  Penn  Center  from  3 
Penn  Center.  The  phone  number. 
LOcusl  1-3551 ,  remains  unchanged 
.  .  .  Solids.  O'Rourke  and  Sabinsol 
are  in  new  offices  at  62  West  15tl 
Street,  New  York  36.  Phone  is  IN 
7-8500  .  .  .  The  Stanley  Advertis- 
ing AgencN  is  settled  in  new  office! 
occupying  two  floors  at  3  East  ll'th 
St.,  Wilmington. 

KUDOS:  For  the  third  consecutrw 
year,  The  Travelers  Insurance 
Companies  has  won  the  "Rest  of 
Show"  award  presented  b\  the  In- 
surance  Advertising  Conference 
for  its  Red  I  nibrella  national  and 


44 


SPONSOR  8  ji-ly    1963 


peal    advertising    campaign    .    .    . 
Members  <>l   the  Firsl   Advertising 
kgenc)    Group  elected    Daniel    )• 
Koim.iii    d!    Cabell    1  .nits.    Rich 
moncl,    .is    president,    .mil    Walta 
(  raigle,  ol  Craigle  8c  Paulsen,  Chi- 
ns \  n  c  president  .  .  .  Bank  <>l 
Vmei  ic  .i    i  halked     up     1 3    ma  joi 
awards  and    foui    honorable   nun 
in>iis  iii  i he  1 963  .ill  westei n  .id\ ei 
Using  ii. ih  competition  sponsored 
l>\    the    Advertising    \ssn    ol    the 
\\ Csi      lis   agem  y,    s.m    Fi ant  is<  o- 
based  Johnson  8e  Lewis,  walked  <>ll 
wiili  '_'<>  majoi  awards  plus  several 
honorable  mentions.    Besl  "I  Show 
Medallion    w .is    awarded    to    (  <>n 
tadina    Foods    ol    Yin     [ose    (Cun- 
aingham  8c  Walsh,  s.m  Francisco). 

kROUND  COMMERC  I  W  S:  In 
addition  to  theii  Familial  assign 
iin-nis  .is  iht'  void's  <>!  Ben  .mil 
Harry  Piel,  Bob  Elliott  and  R..% 
Goulding,  .ind  their  production 
company  Goulding-Elliotl  Greybai 
have  turned  out  new  campaigns  for 
Uleghem  Virlines,  Underwood 
Deviled  Ham,  and  Calso  Water, 
rheii  ( ommen  ials  foi  (..  M.  Guar- 
dian Maintenance  and  Millbrook 
Bread  continue  into  their  fourth 
yeai . 

0V1NG:  Herbert  L.  Brown  to 
rice  president,  Ampex  Internation- 
1 — manufacturing  and  enginee 
hag 

ohn  F.  Kolodny  to  account  exei 
live  on  Benrus  Wati  li  at  Donahue 

Coe.  Melvin  S.  Kaufman,  return- 
ng  from   military    service,   rejoins 
^ency  .is  assistant  account  ex- 
Wtive  on  Bern  us. 

eodore  Simpson,  vice  president 
ad  associate  creative  directoi  ol 
Jardnei  Advertising,  will  be  asso 
iated  for  the  next  year  with  Cud 
ter's  British  affiliate.  Butler  8c  Cud 
ter.  Ltd. 

Torton  A.  Graham  to  the  Chicago 
eadquarters   office   ol    Clinton    1 
'rank  .is  ai  i  diret  tor. 
len  Grotto  Graham   to  creative 
rdinatoi  ol   Herbert    Bakei    Ad- 
ertising. 

Jack  J.  Goodman  to  director  <>l 
search     and     development     and 
us  W.    Ingraham   to   managing 
iH(  loi  ol   Noxzema   lnicin.iiion.il. 
de  Schumacher,  former  president 
1  iggett   Rexall   Drug,  to  ex«  u- 


2  location  tv  commercials  produced  in  60  hours 

Ohio  Bell  Telephone  and  McCann-Marschalk's  Cleveland  office  really  had  to  rush  when  they 
decided  to  publicize  installation  of  Bell's  communications  system  at  site  of  Cleveland  Open  Golf 
Tournament  as  commercials  within  tourney  coverage  29  June.  Ads  were  hurriedly  written  and 
approved,  bulk  of  filming  done  24  June,  footage  developed  overnight  with  editing  finished  at 

3  p.m.  25  June,  revisions  and  voice  track  made  immediately,  and  prints  delivered  at  noon  26 
June  ready  for  airing  throughout  Ohio  three  days  later.  Telemobile  (above)  was  among  equipment 


tive  vice  president  and  dire*  u>i   ol 
Hazel   Bishop. 

Jerry  Conrad  to  account  executive 
at   ll.n\c\  Massengale,    Atlanta,  di 
vision  ol  Street  8c  Finney. 
Roberi   V.  Harris  u>  senioi  account 
exe<  utive  in  the  new  Hart  ford  of- 
fice ol  Cunningham  8c  Walsh,  sen 
it  ing    the   new  ly    a<  quired    I  Inked 
Air<  raft  ( lot  p.  ai  ( mini. 
Philip  H.  Rubinstein  to  vice  presi 
deni    ol    Pepsi-Cola    Metropolitan 
Bottling  .uid  managei   ol   its   New 
Yoik  City   bottling  operation,  su< 
ceeding  Charles  DeCharleroy   who 
u  .is    appi  uiiicd    \  i(  c    president    in 
t  harge  ol  sales  foi  Pepsi  (  ola  Bottl- 
ing ol  Den  oil 

Milton   |.  Shapp  to  president  and 
(  hiel  exe<  utive  offit  ei   ol    I  he   fei 
rold  Corp.   William   H.  Ohle  and 
Martin  H.  Snitzer,  account   supel 
\isois.  and  Harold  C  Tillson,  man 
aget   ol   the  media  department,  to 
\  ice  presidents  >>i  I  eo  Bui nett. 
Nicholas  Gibson  to  Papei  i.  Koenig 
Lois  .is  i\  commercial  produce! 
\\  altei   Daspit,   Jr..  to  man 
business  affairs  fot  i\  radio  produi 
lion  .it  Needham,  Louis  v  Brorby, 
C.hi(  ago      I  le'll    ( ontinue    also    .is 
managei   ol  business  affairs  ol   the 
pi  oi^i  .mi  dep.u  tment. 
Hal    Di(  kens    resigned    from    Mi 


(  .inn  1  i  k  kson    to   join   <  .1  ant    Id 
\(  i tising  (  fin  agi .  .is  \  k  e  president 
.uid  .K  i  ount  supei  \  isoi 
Martin     kpelman    to    directoi    ol 
in. ii  ket  resean  li  foi   Ideal    I  oy. 

[or     K.     Hughes    I"    e\(  ,  uliv, 

president  <>|  Grant    Advertising 
William  I    I  i.mi/  to  the  New  York 
oIIk  e  ol  Foote,  <  one  fe  Belding 
in  .K  (  ount  ex<  i  in  ive  on  the  <  • 
eral  Foods  at  i  ount 
I  dward    Nussbaum   to  ai  t   depai  t 
mint  ,ii  Kudnei 

Baxtei    I  mil  y  I  unl   man 

agemeni  stafl  of  G  Bal 

lard,  Los   Vngeli  s 
Harold  I    Nadler,  .  1 1  presiden 
R<  a<  li.   M<  (  linton,  retired    I    [uly. 

Mine    Mai  i\n    to   produi  t    ni.ui 

ol   the  home  products  division  of 

Shulton. 

Budd  I    \\  1 1 1 1 1  ,|,\  dep.u  I,,, 

ol  Women  v  s.  hon    Philadelphia 

Marvin   Gaynor,   formerly    .<   mai 

keting  exei  utive  w iili  Doyle  1 1 

!'•<    1  llll.K   ll.     tO    lIlIU   tOI     ol     111    II   | 

set  \  i<  es    .u     Varonson,    Norm  n 
Martin  Vd  vert  is 

ncy. 
I  oni    i  .i/oi  leni 

Sudlei   v  Hennes 
(  liesu  i    \\     Paulson   :  ■  vice  pi 
dent  of  ma i  •  i  onsumi 

division,   North    American   Phil 


BNSOR  8    [ULY    1963 


sponsor-week     Networks 


Pre-tested  campaigns  near 


That  long-sought  advertising 
milestone,  the  pre-tested  campaign 
that  regularly  "shinnies  up  the  flag- 
pole,"  is  just  over  the  computer 
horizon — and  it  won't  stop  there, 
says  Mutual  Broadcasting  president 
Robert  F.  Hurleigh  in  the  radio 
network's  current  newsletter. 

"How  many  industries  this  will 
effect  is  anyone's  guess,"  he  says. 
"It  the  computer  can  react  to  ad- 
vertising, why  not  package  design 
.is  well?  Or  to  a  tv  pilot,  or  milady's 
leelings  about  next  year's  styles? 
And  where  do  we  go  Irom  there?" 

Hurleigh  bases  his  comments  on 
the  reported  development  of  Simul- 
matics,  a  computer  system  now 
being  used  by  auto  manufacturers 
to  pre-test  impacts  of  proposed  ad- 
vertising campaigns.  Noting  the 
computer  has  been  molded  into  a 
"model  brain"  essentially  represent- 
ing a  cross-section  of  the  entire 
American  population,  he  adds: 

"Into  this  'brain'  has  been  fed 
the  basic  reading,  listening,  and 
buying  habits  of  us  all.  Once  the 
'brain'  has  assimilated  its  alter  ego 
it  is  then  ready  to  react  to  any  cam- 
paign offered  to  it.  And  the  reac- 
tions are  said  to  be  terrifyingly 
close  to  those  of  real  flesh-and-blood 
consumers  like  you  and  me." 

Discussing  the  machine's  pre- 
testing efficiency,  Hurleigh  stressed 
that  "under  this  new  concept  the 
formula  for  (advertising)  success 
will  be  tonnage.  The  more  cam- 
paigns the  advertiser  tosses  at  the 
composite  monster,  the  more  likely 
he  is  to  find  one  that  shinnies  up 
the  flagpole. '  The  more  dresses  a 
manufacturer  models  for  our  elec- 
tronic counterpart,  the  more  likely 
he  is  to  guarantee  a  line  that  will 
be  a  winner." 

Feeling  that  Simulmatics'  success 
will  preclude  the  expensive  media 
pretesting  costs  of  new  products, 
Hurleigh  said  it  is  anticipated  that 
advertising-to-sales  elite  ieni  y  will  re- 
sult in  a  greater  return  per  adver- 
tising dollar. 


46 


Frosting  mix  sweetens  webs 

Gen.  Mills  just  beginning  promo  for  new 
Betty  Crocker  Toasted  Coconut  Frosting  Mix 
with  tv  commercials  on  already  scheduled 
CBS  and  NBC  morning  and  afternoon  spots,  as 
well  as  on  GM's  nighttime  buy.  NBC's  "Empire" 
Agency  is  Needham,  Louis  &  Brorby,  Chicago 

Humble's  1st  web  buy 
is  26  specials  on  NBC 

Humble  Oil  R:  Refining,  long  one 
of  the  top  local  tv  news  sponsors, 
today  disclosed  its  first  venture  into 
network  tv — a  series  of  2(5  one-hour 
news  and  special  events  documen- 
tary programs  mostly  in  color — to 
begin  7  January  on  NBC.  Agencv 
for  the  buy  was  McCann-Erickson's 
Houston  office. 

The  series,  consisting  ol  1  :>  new 
programs  and  13  repeats  ol  out- 
standing NBC  documentaries,  will 
be  identified  as  The  Humble  Re- 
port, The  Esso  Report,  or  The 
Enco  Report  in  the  company's  vari- 
ous marketing  areas.  New  programs 
will  be  presented  on  alternate 
weeks,  with  nine  ol  them  to  switch 
with  DuPonl  Show  ol  the  Week  on 
Sunday  evenings,  and  the  Other 
lour  to  be  aired  Tuesday .  10- 1  I 
p.m. 

Anion"  the  new  programs  will  be 
Lou  lla/atn's  The  Ganges  and 
Orient  Express — Window  on  East- 
ern Europe;  Chel   Hasan's  Ameri- 


can Carnival;  a  documental)  by 
Robert  Northshield  on  privately 
owned  art  collections,  and  David 
Brinkley's  Our  Man  on  the  Missm 
sippi. 

During  the  Summer,  Humble 
will  follow  up  with  weekly  pro- 
grams repeating  top  NBC  docu- 
mentaries such  as  U.S.  #/:  Amem 
can  Profile:  Shakespeare,  Soul  of  an 
age;  The  River  Nile;  The  Chosen 
Child,  and  Death  of  Stalin.  The 
time  for  these  telecasts,  to  be  sched- 
uled on  different  days  of  the  week, 
isn't  yet  set. 


Arthur  Simon,  60,  dies 

Services  were  held  in  New  York 
City  last  week  for  Arthur  Simon, 
(').  president  ol  the  philanthropic 
Broadcasters  Foundation,  which  he 
helped  found,  who  died  suddenly 
from  a  heart  ailment  while  at  his 
desk  at  Radio-Television  Daily. 
Simon  joined  the  trade  newspaper 
in  1937  as  a  special  representative, 
was  appointed  its  advertising  man- 
ager in  May,  1954,  and  earl)  this 
year  took  on  added  duties  as  a  vice 
president. 

At  various  times  he  also  had  been 
an  executive  with  WPEN,  Philadel- 
phia,   and    WOV     (now    W'ADO) 
and   WLIB,    both    New   York,   and 
had  served  as  president  of  the  New 
York  chapter  of  the  Broadcast  Pio- 
neers.  Simon  currently  was  a  mera-j 
her  of  the  board  of  directors  ol  the 
U.S.     Broadcasters    Committee    lor 
the   United   Nations,   presideni   of 
the  Forest   Hills  Tennis  Assn..  and 
a   member  of  the   Intl.   Radio-Tv! 
Societv    and   Varietv    Club  dent   =j 
35,  N.V. 

Checks  greener  at  CBS 

II  you  notice  a  certain  spritlinesi 
around  485  Madison  Avenue  it  may  I 
have  something  to  do  with  a  gener-l 
al  pay  hike  which  took  effect  therel 
last  week,  in  response  to  proposals! 
made  bv  the  network's  emplovee- 
management  committee  in  June. 

Applicable  lor  both  radio  and  I 
tv  personnel,  the  increases  provide  I 
a  boost  of  >.'!  pet  week  lor  salary! 
grade  A  personnel:  S3. 50  lot  gi.ido 
B,  C,  and  D:  SI  for  E,  F.  aiu\  G.j 
and  $4.50  for  II  and  1.  In  acldtion.l 
employees   expecting   probationary! 


SPONSOR/8  july   1963 


iih  ic.im  v  will  -.nil  receive  them,  and 
.1  new  merit  increase  program  is 
being  pui  into  effe<  i.  ()l  pat  in  u 
I. ii  interest  ihis  nun-  <>|  the  year, 
(  BS  w  ill  put  us  office  and  exe<  utive 
employees  |,1(ii  wicks  vacation  aftei 
!i()  sears  ol  service,  effective  during 
the  1964  season. 

3  webs'  April  billings 
up  8.8%  to  $69  million 

Gross  i  ime  billings  foi  the  three 
i\  networks  totaled  168,913,571    in 

\|>nl.  up  8.8'  ,  from  the  combined 
figure  ol  S63.330.1O6  in  the  same 
month  <»l  1062.  I  he  total  foi  the 
first  lout  months  ol  this  vear,  in- 
cluding figures  revised  .is  ol  25 
linn,  is  S272.888.8f55.  an  increase 
-  ,  <)M-i  the  $257,948,482 
|i.ukcil  u|)  l>\  the  three  networks  in 
|  lu-  i>_  |.iihi.ii\  \pii|  period.  Sonne 
;<>■  the  figures  is   f\B   I  \  \  B  \ls 

By  day  parts,  biggest  increase  was 
n    il.iuime    t\     fbl     the    hist     loin 
Months,    leaping    15.2'  ,     from   (81,- 
139.03:5  icionled  in  '62  to  $93,491, 
i  '75  this  year.    Monday-Friday  hill 
ngs  aitounted  lot  a  jump  ol   I  1.9'  , 

-  $74,527,376   vs.    $66,615,678  — 
vhile    S.iiurdav -Sunday    »ioss    time 


w.is    up    (0  M  -  |   vv 

N|  '■  Nighti foi  | anuaiy 

VpriJ   was   up    I  v  ,      $179  19"  

\s    $176,809,449. 
Foi    Vpril,  daytime  billings  were 

up  -i  I'  ,  .  I $18,645, 15/  m  | 

189,592,  with  Monday  Friday  gross 
iiiiu-  showing  .i  leap  ol  24.6'  ,  from 
$15,074.92(1  io  M.S. 7.x:  ,<i  ,,,,| 
Saturday  Sunday  up  2  I  r  ,  from 
$  1,570,437  to  $4,406,83  I  Nighttime 
in  \|.nl  rosi  2  ■  $45,723,979  vs 
M  1,684,749. 

B)  network,  \l'.(  \  billings  lot 
\|>nl  iih  reased  7.8' ,  from  $17,2 
755  in  1962  to  $18,576,08  I  (  BS 
moved  up  9.2' ,  from  $24,193,1  1 1 
to  $26,414,025,  and  NBC  climbed 
!>.l",  from  $21,899,207  to  $2  I  9 
163. 

Pharmacraft  bankrolls  3 

I'll. urn. id. dt  Labs'  first  ol  three 
one-houi  spec  ials  it  is  sponsoi  ing  in 
one  week  on  N  B<  I  \  will  be  a 
repeal  on  12  Vugusl  ol  The  Milton 
Berle  Shoio  in  color,  originally 
aired  on  the  network  '»  Man  h  1962 
and  starring  [at  k  Benny,  I  aurence 
Harvey,  Lena  Home  and  fanis 
Paige. 

I  he  othei    two  are  .1  repeal  on 


I  1     tugusi    of    V  ' 

s/, 

I  I   May   1962  on    \i;<    and    I 

"ii    Vmerica   ai    holiday    pi 

the  l'ii.    national  b 

'"'    16  uring  the  finals 

••I  the  linl    Beaut)   (  .  ss  from 

I  on     H  <    dil 

Hazam  heads  ATAS  unit 

N  B(  's    I  ..11    1 1. M. mi    has    i<-  <  11 
named    national    chairman    ol 
commiti  itablish  « in.  1  ia  and 

seta  1  <l-M  iiuieiii.ii \  and  news  ma 
terial  foi  the  Library  and  Museum 
Proji ■<  1  ol  the  Academy  ol    1 
.'iid  St  H  in  es   His  appointmt  1 
announced    ai    .1    receni    mi  > 
hosted  l>\   iIk    \\  ashington    l»    < 
committee   foi    the   project,    when 
plans  were  reveali  d  foi   linking  i\ 
museum-libraries  in   thai  .  ity    uu\ 
v  s   Vork  with  an  educational  01 
1  nl t m  .1 1  institution  in  both  l<>(  .. 

Fai  ilities  in  1  a<  h  area  would 
probably  l»  designed  primarily  foi 
use  h\  researchers,  students,  and 
scholars,  said  project  president 
I  farry  \<  kerman.  I  he  W  ashii 
ton  centei  would  be  devoted 
news  .mil   documentary    programs. 


JACKSON,  MISSISSIPPI 
WJTVch.l2:Katz*WLBTch.3.Holl.ngbery 


Serving     1,465,700     PEOPLE 


SNSOR  8    |UM    1963 


SPONSOR-WEEK     Stations  and  Syndication 

Ford  offers  key  to  align  ad  time 


FCC  commissioner  Frederick  W. 
Ford,  one-time  chief  of  that  agen- 
cy, has  come  out  with  a  new  pro- 
posal to  limit  advertising  and  pre- 
vent station  abuses  by  "competi- 
tion," which  he  says  should  be 
tried  "before  resorting  to  the  ex- 
tremes proposed  of  incorporating 
i  he  NAB  Codes  in  our  rules  or 
pursuing  the  opposite  approach  1>\ 
kiting  NAB  keep  its  Codes,  but  by 
law  forcing  all  broadcasters  to  sub- 
mit to  regulation  by  this  private 
association  with  a  right  of  appeal 
to  the  commission." 

He  said  that  in  the  revision  ol 
the  FCC  program  form,  he  would 
"require  an  annual  estimate  of  the 
total  time  the  station  involved  is 
on  the  air  in  the  ensuing  year  for 
a  typical  week;  the  percentage  ol 
that  total  time  which  would  be 
devoted  to  program  continuity  in 
each  segment  of  the  broadcast  day, 
I  would  retain  the  composite  week 
for  the  purpose  of  obtaining  the 
same  information  for  the  previous 
year." 

Foicl  added  thai  although  he 
doesn't  consider  either  the  typical 
week  or  the  composite  week  ap- 
propriate for  program  material  on 

a   percentage  basis,   "I   do  consider 


them  appropriate  for  program-non- 
program  time  purposes."  He  said 
he  would  make  these  figures  pub- 
lic and  "let  the  market  place  regu- 
late the  limitation  on  advertising 
and  any  abuses  ol  overcommerc  ial- 
ization." 

He  feels  that  in  this  way  the 
competitive  factors  involved  "would 
soon  level  off  the  percentage  of 
advertising  continuity,  at  a  point 
which  the  listeners,  the  sponsors, 
and  the  broadcasters  would  find 
reasonable.  My  principal  reliance, 
therefore,"  said  Ford,  "would  be 
first  on  competition,  supplemented 
by  voluntary  codes  and  only  as  a 
last  resort  on  additional  laws  or 
regulations." 

Ford  made  his  proposal  at  a 
recent  session  of  the  Wisconsin 
Broadcasters  Assn..  during  which 
he  noted  that  some  29%  of  tv  sta- 
tions and  63%  of  radio  stations 
don't  subscribe  to  the  respective 
NAB  Codes. 

Newspaper  blackout  big 
bonus  for  Cleveland  radio 

A  post-mortem  on  the  newspaper 

strike  which   shook  Cleveland   for 

sonic  lour  months  shows  the  sales 
situation   for  radio  in   that   market 


v  ■ 

SUMMIT 


DO    RADIO       t24ftr*.C 


Telecasting  from  atop  Pikes  Peak 

KRDO-TV,  Colorado  Springs,  went  atop  Pikes  Peak  4  July  to  cover  effort  by  some  25  drivers  to 
race  to  top  in  high-powered  cars,  as  one  of  series  of  ten  remotes  sponsored  by  Continental  Oil 
and  local  Conoco  dealers.  Filming  preview  atop  peak  are  (l-r)  stn.  mgr.  Jay  Gardner;  engr. 
Jack   Connelly;   director   Bob   Fitzmorris;    chief   engr.   Charles    Upton,    and   engr.    Bob    Blauvelt 


IS 


CHANGING    HANDS:    WHEW 

Riviera  beach-Palm  Beach,  sold  i< 
Coke  Enterprises  by  Robert  Heck 
sher,  who  also  owns  WMYR 
Myers,  l'la.  Blackbu 
sale.  Donn  and  I.ee  Colee  are  wel 
known  as  a  husband  and  wife  mat 
agemenl  team  and  served  until  r< 
renth  as  vice  president-genen 
manager  and  general  sales  manat 
er     respectively     of     WTTG-T\ 

Washington,  D.  C KSMN,  M. 

son  City,  la.,  sold  b\  Harry  Cam] 
bell  and  Donald  Blanchard  to  Ha' 
ward  I..  Talley,  present  owner  ( 
WSMI.  Litchfield.  111.,  and  KXC 
It.  Madison,  la.  Price  of  salv 
brokered  b\  Hamilton-I.andis, 
SI  70,000  .  .  FCC  approved  th, 
sale  of  KLAC  (AM  &  FM),  Los  Al 
geles,  to  Metromedia,  for  S1.50C 


is  anything  but  dead.  "It  would 
have  taken  20  years  of  continuous 
presentations'  by  all  the  stations 
and  all  the  representatives  in  the 
Cleveland  area  to  sell  radio  adver- 
tising to  the  extent  that  the  strike 
experience  opened  the  eyes  of  local  jj 
advertisers  in  the  Cleveland  mar- 
ket," savs  KYW  sales  manager 
Tom  Tiernan. 

Noting  that   it's  situation   is  not 
unique  among  stations  in  the  tin. 
KYW     reports     that     revenue     in- 
(leases    have    been    approximately 
11%  each  month  since  the  end  of 
the    strike    and    that    it    has    been 
operating  in   a   near  sold-out   posi- 
tion since  January  of  this  \ear  (ihej 
strike  stretched  from  31  No\ ember 
to   8   April)  .     At    the   start    ol    tlv 
si  rikc,     65    advertisers    either    in 
creased  their  radio  budgets  radical 
lv  or  used  KYW  for  the  fust  t''m| 
Now,  two  months  later,  33  of  thesd 
65  are  still  with  the  station,  tithe 
on   a   continuing  basis  or  sporadi 
rally.   Of  these  33,  22  had  not  bee 
with  KYW  prior  to  the  strike. 


STATIONS 
MBA  OPENS  DOORS:  MissoJ 
Broadcasters  Assn.  now  has  issn 
(  iate  members,  that  is  members  ii 
allied  fields  to  broadcasting.  These 
newcomers  to  the  organization  wil 
be  invited  to  attend  the  fall  con 
vention  of  the  Assn.  to  be  held  ii 
the  state  capitol,  Jefferson  City  J 
during  October. 


ns    \VM\  R.   Kt  ] 
irn  handled  th  I 


SPONSOR/8  JULY   19( 


tay  at  home  and  shave,  says  KRON-TV's  "sailors" 

vnn  Borden  with  other  gob-garbed  beauties,  invited  San  Franciscans  to  watch  "Mr.  Roberts" 
i  KRON-TV  recently,  while  at  the  same  time  passing  out  over  10.000  samples  of  Schick's  new 
'iible-edge  Krona  blades.  Schick  was  entering  the  market  with  Krona  via  a  promotion  on  KRON-TV 


m>.  Metromedia  has  radio  out 
ts  in  five  t  ities  and  re<  entlj  at 
tired     its     seventh     t\     station, 

I  I  \  .  Los  Angeles,  foi  $10,300,- 
0  Sale  in< ludes  agreemeni  thai 
levious  owner  Hall  Broadcasting 

II  not  operate  in  othei  radio  sta- 
'i>>  within  50  miles  ol  Los  An 
les  Foi  ten  yeai  s. 

)SII)E  ELECTS  HOARD:    I  he 
[terans  Hospital  Radio  and  Tele- 
lion  Guild,  known  in  the  enter- 
Inmeni   industry   as  the  Bedside 
(work,    named    Douglas    Bark- 
st  as  president   for  the  coming 
n    Others  elected  were:  Richard 
-M.  Terr)    Ross,  Richard   Foor- 
n  and  William  ('..   Jackson,  vice 
sidents;   Joan  Melzer,  secretary- 
lurer;   Alex  Kramer,  chairman 
the  t  \cc  utive  committee. 

M     FORMAT:    WRCV,    Phila- 

>hia.  switched  its  program  em- 
isis  from  Big  Band  Sound,  statt- 


ed  loin  yeai s  ago,  to  "I  ivel} 
sound.'  an  expanded  music  loi mat 
geared    to   the   particulai    time  ol 

the'   i\.i\ :    a    ie\  bed    moi  ning    wake 

up  segment  devoted  pi  int  ipalh   to 
news,  iiallu   reports,  weather,  and 
othei    informational    services;   and 
the  addition  ol  sevei al  nev  on  the 
ah    personalities     Big   Band  won't 
be  abandoned,  "but  programed  dis 
criminately."     R<»c  k  and  roll,    rh) 
thm  and  blues,  western   and   coun 
try,    and    mostt    jazz    will    be    by- 
passed in  favoi  ol  quality  popular 
music 

\(  TRESS  UPSTAGED:  tftei 
eight    weeks    of    trial,    Piedmont 

Publishing  Co.  won  a  decision  in 
the  Los  Vngeles  County  Superior 
Court  a<4.iinsi  \|.n\  Pickford  and 
hei  husband  Charles  Hudch  Rm;- 
eis  who  were  petitioning  Eoi  a 
largei  payment  foi  theii  one-third 
interest     in     WSJS-TV,    Winston 


DOMINATES  THE 
SAN  FRANCISCO-OAKLAND 

NEGRO  MARKET 


D 


NECRO  PULSE    OCT   NOV  1962 


6  AM    12  N 

9  AM    12  N 

12  N   6  PM 

Ikdia 

26 

29 

33 

Inegro    b 

15 

15 

14 

THE  ONLY  NEGRO  STATION 

COVERING  THE  ENTIRE 

BAY  AREA  NEGRO  AUDIENCE. 

NEGRO  RADIO 


D 


DOUBLE  THE  COMMERCIAL 

VOLUME  OF  ANY  LOCAL 

NEGRO  MEDIUM 

REPRESENTED   BY 
BERNARD   HOWARD  CO. 


A  SONDERLING  STATION 

WDIA,    Mcmphu  WOPA,    Ch.cogo 

KFOX,    Lot   Angclc« 


Jtf.1 


SOR  s  jul\    1963 


Salem.  After  refusal  ol  the  Rogers' 
to  turn  over  their  stock  when  Pied- 
mont exercised  its  option  to  bu) 
in  1956,  Piedmont  filed  suit  to 
compel  specific  performance.  After 
a  decision  in  Piedmont's  favor,  the 
Rogers'  appealed  and  Appellate 
Court  ordered  that  the  case  he  re- 
tried on  the  sole  issue  of  the  good 
will  value  of  certain  intangible 
items.  The  latest  ruling  was  that 
all  such  items  were  covered  In  the 
terms  of  the  original  agreement 
between  the  parties. 

SWITCH    TO    UHF:    KERO-TV, 

the  NBC  basic  affiliate  in  Bakers- 
field,  after  10  years  of  telecasting 
on  vhf  ch.  10,  has  moved  up  the 
uhf  band  as  part  of  FCC's  request 
to  make  the  market  all  uhf.  As  ol 
1  July,  station  will  broadcast  on 
uhf  ch.  23  and,  to  make  the 
changeover  as  smooth  as  possible, 
will  operate  on  both  ch.  10  and  23 
lor   two   months. 

NEW    CALL    LETTERS:    KI  IX 

TV,  Twin  Falls,  Idaho,  changed 
its  letters  to  KMVT,  effective  11 
June. 


FOR  SALE 


Slightly  used  TV  TOWER. 
Only  10  years  old.  One  owner — 
a  Code  Board  Member  (used 
only  19  hours  per  day).  286  ft. 
tall;  70  ft.  antenna  thrown  in. 
Priced  for  quick  sale!  As  stand- 
ing, come-and-get-it  for 
$7,777.77.  Available  August  1. 
Reason  for  selling:  New  Tower 
962  ft.  above  average  terrain 
(740  ft.  above  ground)  delivers 
529,300  TV  Homes.  Greater 
coverage  in  Wheeling/Steuben- 
ville  Market  also  for  sale.  For 
used  TV  Tower  or  more  TV 
Homes,  contact  Exec  VP  Bob 
Ferguson,  WTRF-TV,  Wheel- 
ing 7,  West  Virginia. 


50 


=.     Mill! Illlll'IIIIIIIIIIIIUinit 


Newsmakers  in 
tv  radio  advertising 


■UlUIUUUlUIIIUUIIUIIUIIIIIIINIIMIIIUIIIMIIIIItlllllllllllllllllli^ 


Glenn  A.  Christians 

International  Harvester  has  announced 
the  appointment  of  Christians  as  man- 
ager of  media  advertising,  a  new  posi- 
tion. Christians  came  to  International 
Harvester  from  Clark  Equipment,  where 
he  had  been  advertising  and  sales  pro- 
motion manager  since  1956.  The  com- 
pany also  appointed  A.  J.  Norris  Hill 
manager  of  creative  services. 


Jay  Grill 

In  addition  to  his  present  position  as 
general  sales  manager  of  KOGO-TV,  San 
Diego,  he  has  been  named  station 
manager.  Grill,  who  has  been  associated 
with  KOGO  since  1954,  came  to  the  sta- 
tion from  KGO-TV,  San  Francisco.  Prior 
to  that,  he  was  a  partner  in  Grill  &  Fen- 
ton,  a  tv  production  company,  and  in 
Byrne  &  Grill,  an  advertising  agency. 


Charles  R.  Kinney 

Effective  8  July,  Kinney  becomes  v. p.  of 
Peters,  Griffin,  Woodward,  West  Coast. 
Transferring  from  the  rep  firm's  New 
York  office,  he  will  make  his  headquart- 
ers in  Los  Angeles.  A  veteran  of  eight 
years  with  the  company,  Kinney  has  been 
a  v.p.  handling  sales  and  administrative 
assignments.  He  was  formerly  with  radio 
and  tv  stations  in  Ohio  and  Pennsylvania. 


Robert  H.  Savage 

An  account  supervisor  at  Ogilvy,  Benson 
&  Mather,  Savage  has  been  elected  a  v.p. 
Previously  brand  manager  for  P&G,  he 
joined  the  agency  as  account  executive 
in  1960.  Also  elected  v.p.  were  account 
and  copy  supervisor  Carl  Sautter,  form- 
er account  copy  group  head  at  BBDO; 
and  account  supervisor  John  Porter, 
former  account  exec,  Benton  &  Bowles. 


Mickey  R.  Dubin 

Dubin  has  resigned  as  v.p.  for  Souther- 
land  Associates  to  join  Sarra  as  v.p.  in 
charge  of  sales  and  administration. 
Previously,  Dubin  was  senior  v.p.  and 
a  member  of  the  board  of  Filmways, 
from  1954  until  1962.  Dubin  is  a  member 
of  the  bar  of  the  State  of  Connecticut 
and  of  the  Dubin  &  Dubin  law  firm  in 
Hartford. 


., •■> •■•■uiti rijti>iji*iiiiiiit>iiii>tiitiiiiiii.i:iiiiiiiiii^i:iiiiittiijiiiiiiiiitifiiiiiitiiiiiiiiuitriiia>>tii«aiir»iii.>>ai!(iii:j>>^ifi»iiii» ■•ttij>irjiiii>aiiiiiji*iiiii<ir>iijiTiiiiiiiriiiriiiiii>--  triiriiini j^:  !■■• 


SPONSOR   8    Hiv    1 


DBIT:  Hugh  Kendall  Boice,  7!». 
m  i  'I  the  pioneei  s  in  broadi  asi 
idvei  i  ising,  ilied  I  |uly.  Vice  pi  es 
(It-Mi  in  charge  >>l  sales  al  VVQXR, 
New  \  in  k.  ii n  eight  yeai  s  bef< >t  e 
lis  1918  inn  emeni .  Bom  e  had  been 
ice  president  ol  Benton  \  Bowles 
mil  \  M  e  |>i esideni  in  i  hat  ge  ol 
ales  foi  (  BS  1 1  in  sun.  I  lugh  K. 
'•oil  e,  |i  .  is  \  K  e  pi  esideni  and 
tin  i  al  manage]  ol  W  1  MP,  Mil 
vaukee 


SAFETY    REVISITED:    II     there 

.ti(  no  h.iIIk  Fatalities  recorded 
in  Dade  ( iount)  ovei  the  holiday 
((kinil  )usi  past,  Pepsi  Cola,  in 
ooperation  with  W'lOI).  Miami, 
ill  award  free  l\  psi  ( lola  to  evei ) 
i.iii.  woman,  and  ihilil  in  the 
•Unix .  (  Ii.uk  es  are  \).n\v  ( iountj 
ill  be  treated  to  the  refreshing 
.nisc  I  asi  1  aboi  Da\ .  w  hen  lo<  ;il 
ottlers  .mil  VVIOD  initial!)  made 
if  offer  ii  resulted  in  ilif  first 
962  weekend  with  n<>  traffii  fa 
ilitifs  .ind    loo. (kid  free  Pepsi's 

IOVING:  Sid  Fruchter,  formerly 
lation  managei  ol  WNCN  (FM), 
ew  York,  to  executive  assistant 
the  president  <>l  Promotional 
xvices,  In< . 

imcs   p.    [imirro   to   program   di- 
sc*)] ol   VVPBS,   Philadelphia. 
inns  W.  Anderson  to  KM  IX  IV. 
ui    \iiioiii(>  .is  genei .il  sales  man- 


ci 

nnts  W.  I  iosi  in  .issisi.uit  to  (Ik* 
t  ecu  the  vice  president  ol  Mere 
ill  Broadcasting,  w  iih  headquai 
is  .ii  WOW,  Omaha. 
harles  H.  Tower,  administrative 
ce  president  since  1961,  to  execu- 
te vice  president  <>l  Corinthian 
road<  asting. 

ace  B.  Brewer,  Jr.  to  promotion 

■rector  ol   kl'DI  .   Kansas  (ii\. 

.mm  Sternfeld  to  business  man- 

Q  ol   W  R(      I  V  .ind  radio.  Wash 
Won,  I).  C. 

j    Grill    to   station    manage]    ol 

(»()    IV.  San   DiegO,  in  addition 

Ids    present    duties   as    general 
fs  manager. 

Shannon   to   prog]  am  tin ei  tot 
Kl\(..  Seattle. 

es  F.  Wilke  to  operations  man- 
of  K1N(.     I  \l     Seattle, 
wrence  T.  Larson  to  director  of 
rations    foi    KSRF   |  FM  >,    Santa 
tin  a 


George  1  Sansbury,  m<  inbi  i  ol 
i he    production    stall    ol    \\  r.  I  \\ 

I  Ii  u  cm  i  S  <  nn  i\  (  >  uili  i  I  hi  via 
I  ion's   sales   >  l<  |  >.i  i  ink  hi 

S^  SDK    \  I  IONS 

I  XPANDING:  ^  I  I  Produc- 
tions, |>i  iidili  els  nl  l  \  hlins  and 
(  (ilinnel  (  I. lis.     has    .11  ijiiii  ed     a     5 

interest  fn  ( line  l fnivei sal  Ltd.,  in 
iei ii. ii ional  feature  and  i\  film  <l^ 
it  ibuting  .n\il  produi  ing  fii m  w ith 
oIIk  es  m  I  ok\o.  I  iindiiii.  Pai  h 
and  Bombay  ( line  I  nivei  s.d  I  id. 
will  operate  as  an  independent  divi 
sion  ol  \  1  [  Produci  ions  and 
plans  call  foi  the  <  ompam  to  ex 
pand  us  disti  dun  ion  ai  1 1\  ities  into 
South    Vmerica,    Vfrica,  and  othei 

.11  eas  in    I  urope. 

SALES:     GROUP     W      (Westing 

house  Broadi  asting)    has  sold  The 
Sd  .  e    Wen  Show  in  nine  more  mai 
kets  situ  e  M.i\ .  al  the  i  ate  ol  one  a 
week,  i  aising  total  mai  kets  to  ovei 
10  .  .  .  Desilu  Sales  v., id  the  hall 

houi    sei  its  nn   W  ui  Id   VVai    I  I   I  ailed 

Canada  oa   Wai    to  WPIX      l\ 
New   Vork. 

APPOINTMENTS:  KAKE,  Wich- 
ita,    W  I  \  I  .      Binghamti  >n,     and 
WRVM,    Rochester,   to   Robert    I 
Williams  WHIM.  Providence, 

R.   I.,  to  Mm  i   Basset!   \   (  o, 

KUDOS:   Harry  Smart,  vice  presi 
dent    and   sales   managei    "I    Blah 
Television,     Chicago,     lias     been 
elei  ted    president    ol    the   (  hi<  ago 
chapter  of  Station  Representatives 
\ssd(  iation    for   the   yeai     196  *  o  I. 
Roben  Kalthoff,  sales  managei   ol 
\\t  i \  Kiiodei.    was    elected     vice 
president    ol    the    chapter.     John 
Boden,  a<  t  ounl  exo  utive  >>i    [ohn 
Blair,    was    elected    secretary,    and 
George    Dubinetz,    vice    president 
and  sales  managei  i >\  Robei  i  I 
man.    w  .is   (hi  led    treasure)        . 
George    (..     Bingham,     presidi 
Nev  I  ngland  Spot  Sales,  w.in  elect 
ed  president  ol   the  New    England 
Wsn.  ol  Radio  ,im\    I  V  Represen 
tatives      (  ai  te     S,    Knight,    New 
I  ngland    managei    ol    Han  ingti  »n, 
Rightei  v  Parsons,  was  elected  vict 
president;  and  Santo  J.  Crupi,  N 
England  manager,   II  R    Represen 

tatives,    W  as    named    m'i  i  ei.n  v  i  ; 
in  el 


WSLS-TV,  Roanoke 

sells    Virginia's 
NO.  1    TV    Market.* 


■g 


I  III      K  \  I  /     VI.  I    "si    "I 


w 


Wonderful 

F 


UNDUPLICATED 

\r.(    r. 

in  the 
CENTRAL    FLORIDA 

[culture 

SPACE    AGE 
MARKET, 


ORLANDO        FLORIDA 
Phone:    Adam  Young.  Inc 


50R  8  ji-u     : 


M 


PROCTOR-SILEX 
(Continued  from  page  33) 

pany's  distribution  and  sales  bases." 
At  any  rate,  Weiss  &:  Geller  has 
decided  to  use  the  re-entry  into 
spot  for  experimenting  with  eve- 
ning and  nighttime  tv.  Six  markets 
have  been  selected  for  the  test. 
"This  may  be  setting  the  ground- 
work for  a  heavy  nighttime  entry 
in  the  future,"  Tendrich  hints. 
"We  like  to  move  into  new  areas 
gradually." 

The  upcoming  spot  campaign 
will  be  in  two  flights  as  it  has  been 
in  the  past.  Commercials  April 
through  June  cover  the  gift  period 
for  weddings,  Mother's  Day,  etc. 
The  fall  campaign,  September 
through  November,  is  for  a  pre- 
Christmas  push. 

The  commercials  themselves 
show  a  marked  departure  from  the 
well-established  image  created  by 
cartoon  characters  "Mildred  and 
Albert."  These  commercials,  in  use 
since  1954,  were  animation  plus 
live-action  on  film.  They  were 
keyed  to  the  plaintive  cry  of  Albert 
whose  toast  had  burned:  "We  need 
a  Proctor  in  the  house!" 

"The  switch  is  generally  from 
comedy  to  quality,"  according  to 
Lawrence  Wisser,  formerly  creative 
head  at  Weiss  &  Geller  and  now 
agency  president.  "We  still  want 
to  have  a  combination  of  amuse- 
ment and  information,  but  we 
want  to  use  life-like  characters  and 
i rally  go  about  explaining  what 
the  Proctor-Silex  toaster  or  iron, 
for  example,  have  to  offer. 

"Also,  Mildred  and  Albert  have 
been  around  for  a  long  time  and 
it's  difficult  to  introduce  new  and 
improved  appliances  with  old  com- 
mercial ideas,"  Wisser  contends. 
"People  think  you're  advertising 
the  same  products." 

The  new  commercial  for  toasters 
features  a  "patented  heart,"  an 
automatic  thermostat  which  meas- 
ures the  temperature  of  the  bread 
and  toasts  it  to  suit  its  user,  wheth- 
er the  bread  is  inserted  frozen  or 
heated.  Only  one  other  company 
has  this  device,  according  to  W&G 
executives.  Most  use  an  automatic 
timer. 

A  "built-in  maid"  highlights  the 
c  onuncrc  ial  for  irons.  By  the  use 
of  film  optical  techniques  the  maid 


is  shown  inside  the  iron,  demon- 
strating the  irons'  salient  features. 

"Such  commercials  provide  ex- 
cellent demonstration  for  our  prod- 
ucts," comments  Wisser  and  Tend- 
rich. For  such  movable  products 
as  the  toaster  which  pops  up  and 
clown,  the  iron  which  sprays  and 
steams,  and  an  ironing  board 
which  goes  up,  down,  rolls,  and 
even  flips,  demonstration  on  tv  is 
a  natural. 

"We  have  always  thought  that 
the  best  way  to  sell  the  products 
was  to  go  into  each  home  and 
demonstrate  them  to  the  house- 
wives. Tv  is  the  next  best  thing — 
and  much  less  expensive." 

It  was  in  1953  that  Dr.  Max 
Geller,  now  chairman  of  W&G, 
traveled  to  Philadelphia  to  sell 
Proctor  (then  Proctor  Electric)  on 
tv  advertising.  He  was  to  talk  with 
a  man  he'd  never  met  before,  "Wal- 
ter Schwartz,  Jr. 

Proctor  at  that  time  was  an  es- 
tablished industrial  concern  which 
serviced  small  government  con- 
tracts, made  non-consumer  electri- 
cal components  and  accessories, 
and  several  consumer  items. 

Geller  succeeded  in  convincing 
Schwartz  of  tv's  possibilities,  and  a 
plan  was  drawn  up  to  enter  spot 
tv  in  '54.  New  York  was  to  be  the 
one-market  test  which  would  prove 
how  well  tv  could  boost  the  com- 
pany sales. 

The  agency  picked  New  York  be- 
cause  the  $50,000  budget  was  large 
enough  to  permit  a  big-market  test 
.  .  .  and  the  campaign  could  be 
watched  closely. 

Prior  to  the  start.  Proctor  dis- 
tribution was  low — one  department 
store.  Macy's,  which  sold  about  30 
ironing  tables  a  week.  There  were 
also  about  100  dealers.  After  eight 
weeks  on  tv,  Macy's  sales  jumped 
to  100  ironing  tables  a  week. 

Philadelphia  and  Los  Angeles 
were  added  in  the  fall.  In  1955 
spot  schedules  were  planned  in  five 
more  markets  —  Seattle,  Denver. 
Detroit,  Columbus,  and  Syracuse. 
By  1950  there  were  19  markets  and 
by  1957  there  were  56 — the  present 
total.  At  this  point  the  company 
was  wide-spread  and  ready  for  net 
tv,  which  it  entered  in  1960. 

Although  tv  rocketed  business 
the   first    lew    years,   recent   growth 


of  Proctor-Silex  has  been  erratic. 
According  to  Merrill  Lynch,  com-1 
petition  is  rough.  Proctor-Silex  is j 
up  against  electrical  giants  General 
Electric,  Westincdiouse  and  others 
such  as  Sunbeam,  Dominion,  lTni- 
\  ersal,  and  Toastmaster. 

"Advertising  is  not  the  onlv  fac- 
tor, of  course,"  suvs  John  E.  Loog, 
advertising  manager  of  Proctor- 
Silex.  "We  have  to  rely  on  market- 
ing, research,  and  a  number  of 
other  things.  But  for  our  money 
we're  sure  that  tv  and  the  best  ad-j 
vertising  we  can  get  are  synony , 
mous.  That's  why  we  constantly 
put  about  90%  of  our  ad  budget1 
in  tv.  The  Queen  research  result' 
indicate  we're  right."  ^ 


PROGRAM  WITHIN  A  SPOT 

(Continued  from   page  34) 

chance  of  audience  fatigue,  and  the 
production  money  our  client  saved 
has  allowed  a  beefing  up  of  oir 
spot  schedules." 

Golf  Capsules  is  Video  Varieties 
third  release  using  this  principle 
The  producer-distributor  started  ii 
1961  with  Weather  Tots,  weathe 
programettes  with  babies  as  fore 
casters.  This  was  followed  by  Hiti 
Parade,  a  series  of  12-second  house 
hold  hints  acted  out  by  a  stocl 
company  in  a  style  "midway  be 
tween  Pete  Smith  and  Mack  Sen 
nett,"  as  the  producer  describes  ii1 

The  golf  series  is  Video  Varieties 
initial  series  applying  their  unusi 
al  concept  specifically  to  the  need' 
of  regional  television  advertisers.  A 
series    of    12-second    bowling    tip:! 
now   in    production,   has  been  of  I 
tioned  by  Duquesne  and  two  othel 
regional     brewers     for     Septembel 
launching.    Later  will  come  mini;  I 
turized   program-within-spots  dea  I 
ing  with    hunting,   lawn    care  an  I 
fishing. 

Says  Tom  Steiger,  managing  d 
rector,  Video  Varieties: 

"There's  always  a  market  lor 
totally  new  idea,  providing  it  sati 
lies  a  genuine  need  and  is  well  e\ 
cuted.  Advertisers  want  progran 
for  impact  and  spots  for  saturatioi 
but  few  can  afford  both.  We  simp 
provide  a  proved  way  for  them  t 
have  the  best  advantages  of  hot 
program  sponsorship  and  spot  fr 
quency."  # 


52 


SPONSOR/8  july   19(3 


'VIEWPOINT 


A  column  of  comment 

on  broadcasting/advertising, 

by  industry  observers 


THE  DISTRIBUTOR:  HIS  ROLE  IN  MEDIA  SELECTION 


By  PAUL  G    GUMBINNER 

vice  president,  directo)  tv-radio 

Lawrence  (     Gumb inner  Advertis 

ing,  New  York  City 

The  distributoi       w holesalei . 
bod  broker,  selling  agent,  rack  | < » 1  > 

l)ri  in  w hatevei  has  nun  h  good 
.iiul  valuable  knowledge  aboul  his 
community.  He  knows  ih  economic 
status,  lie  (,m  gauge  the  sales  po 
ECntials  Foi  .i  |>i odut  i  l>\  i he  peo- 
ple's habits,  likes  and  dislikes  I  fe 
is  the  |)i\oi.iI  figure  in  whipping 
up  retailei  enthusiasm  and  co- 
operation. 

In  \ iew  ol  this,  should  he  no)  be 
the  one   (o  de<  ide   whal    stai ions. 

houi  s,  .ind  pi  ngi  mi-,  will  lx'M  sell 
his  |>io(lii(  t? 

()ui  expei  ient  e  is  thai  generall) 
lie  disti ibutoi 's  det  ision  is  based 
hi  his  personal  taste  and  thai  of 
his  famih  and  fi  iends.  It's  sublet 
ive,  .ind  inn  .in  analytical  obje< 
iw-  si  in K  oi  his  market,  local 
hough  ii  ma)  be. 

Let's  look  ,ii   the  normal  advei 

ising    agent  \\    scheduling    opera 

ion.      I  he   advei  tisei    and   agen<  v 

onfer,  argue,  re-stud)   and  ai   lasl 

gree  <>n    an    overall    media    plan. 

Sales  and  market  figures  go  through 

he    computei     or    ;u     le.isi     the 

k'ringer.     Station    coverages,    audi- 

nce  statistic  s  and  availabilii  ies  are 

nmpared    in    depth.      Finally,    tri- 

[mphani  l\ .  de<  isions  are  made,  .i 

hedule  completed,  orders   issued 

d  films  oi  transt  i  iptions  shipped 

i      rhen.  ever)   once  in   awhile, 

uiii's  ,i  wire  or  letter  from  the  dis- 

ibutor:   "You   picked   wrong;   our 

impaign    should    be    on    Station 

Consternation!  The  sales  mana 
s.i\s.  "Make  him  happ)  <_; i \ t • 
im  uh.it  he  wants.  (  ant  el  the  sta 
mi  .uid  buy  WWW."  The  agency 
'■(li. i  buyer,  feeling  thai  he  h.is 
t'ii  made  a  whipping  boy,  has  a 
>uble  Smirnoff  martini  at  lunch, 
•mes  back  to  the  agency  and 
rites  a  memo  stating  flath  that 
e   distributor    wants    WWW    be- 


( .uisc:  a  )  his  hi  oi  hei  in  law  works 
im  i  he  si. ii  ion.  lii  it's  i  he  oni)  oni 
carrying  wi csi ling,  w hi<  h  is  all  he 
evei  watt  Ins.  i  i    Ik's  a  prejudii  ed, 

ai  I  014. nit .  slii|)id  man 

I  In       media      du  ci  loi       laki  s       i 

somewhat  broadei  viewpoini  Mis 
memo,  foui   pages  long,  re-analyzes 

all  the  (  oik  lusioiis  thai  led  to  the 

01  iginal  Inn .  and  lias  additional 
sii|i|ioi  I  ing    e\  idem  c    ]>io\  i 1 1  lj;    i  hat 

WWW  is  the  woi si  siai ion  im  the 
product  II  the  ad  managei  g< h  s 
along  with  the  agent ) .  the  sah  s 
managei  has  .1  disgi  uni  led  disti  ibu 
tor.  II  the  sales  managei  prevails, 
there  nol  oni)  is  a  dip  in  lo< al  sales 
bul  an  unhapp)  media  group  thai 

will    tat  kle    its    nexl    St  hedule    with 

no  em  husiasm  at  all. 

It  isii'i  tOO  dilln  11 1 1  In  avoid  sin  h 
<silit.it  ions.      ( )ne    w  a\    is   to   '^'i  t    the 

distributoi  involved  in  advance — 
l)ni  to  1  <>ntrnl  his  involvement. 
( rive  him  his  1  hoit  e  ol  your 
( hoit  e.  \sk  im  his  opinion  of  only 
those  altei  natives  w  hit  h  In  within 
the  overall  pit  ture  ol  the  1  ampaign 

Foi  instant  e:  \\  1  ite  him,  "<  >ui 
reseai  (  h  show  s  thai  two  of  youi  sta 
1  ions  i  an  do  .1  jol>  Im  \ou  Station 
\  1  iffei  s  niei  (  handising  coopei  u  ion 
10  iiK  lude  s'n  ion  B 

gives    us    bettei    outside    coveragt 
Whit  h  do  you  prefei  ?  ( Ian  you  use 
\'s  merchandising  well?    Can  you 
gel  help  out  of  B  thai  uc  1  am 
or  use  its  outside  coverage  for  in 
(  reased  sales!-" 

Now  he  must  make  .1  i  hoit  e  1 1 
he  docs  have  .1  brothei  inlaw  with 
Station  B,  he  1  an'i  sm  ing  the  bu) 
there  unless  the  station  throws  in 
lagniappe  free  goods  in  the  wa) 
ol  men  handising.  \\u\  sim  c  it  is 
one  oi  youi  acceptable  stations, 
that's  fine 

If  youi  selection  ol  stations  is 
narrowed  to  one,  then  obvious!) 
miu  cannot  give  the  distributoi  .1 
choit  e.  Bui  you  t  an  pre  sell  him 
and  obtain  his  involvement. 

At   this  stage  u'\e  him  evei 

iisti(  you  (  an:  Metro  1  ovei  age,  sta 


1  ion     ■  audit  in  1      lip 

downs      1   week,     i 
•  iiiiks    unduplit  ii!  and  total  au 
du  in  1  s     iiimilii  1    . .1    w. linen    a 
•  ies.  numbei  ol  It 
handed   male  golfei  1,   re  it  h,  quin 

I  ill  s  I  |.    II    he   mi 

<  >  1 1  •  1        |iisl     oni  I  line     up 

against    a    lni<k    wall    distribui 
I  Respite  all  ol  oui  data  and  1  eason 
he  insisted   thai   the  it  hedult 
musi  be  plat  ed  his  ur.       I  he 
lion  he  wanted  was  owned  \>\  an 
important    retail   outlet       M 
promised  the  s<  hedule.  even  pit  k<  ■  ! 
the  spots      1  he)  were  reall)  b  id 
most!)    in   kid   time,   foi    an    iduli 
produt  i       I  he  1  ompan)   u.i>  in    1 
bind;  ii  did  not  warn  to 
the  retailer,  noi   pul   the  distribu 
toi .  a  reall)  valuable  one,  in  an  em 
liai  rassing  situal  ion 

\nd  yel  we,  as  .in  agt  in  j . 
thai    the    advei  Using    1  ffe<  tivei 
would  be  almost   nil.     We  had 

take    a     film     stand       and    did       W( 

told  "in  (  Ik  in  to  lei  the  disii  ibu- 
toi  plat  e  the  business  and  hai  1 
hilled  due.  ih  to  the  advertist       I 
underline    out    divorcement    fi 
the  hu\ .  we  relinquished  oui  1 
mission      ( .• ,  nei   integrity      I   ml>- 
mit-  hath  no  agent  j  than  thisl  ^ 

PAUL  G    GUMBINNER 


Joined  Lawn  nee  <     G    mbin 
mi   (brothei 

staii    in     192 
iihtnit    1932     // 

ment,  -rhu  h 

Hi 

unit!  \ 


jULlI 


SOR  S  J 1  i.v    1  <)to 


'SPONSOR 


President  and  Publisher 
Norman  R.  Glenn 

Executive  Vice  President 
Bernard  Piatt 

Secretary-Treasurer 
Elaine  Couper  Glenn 

EDITORIAL 

Editor 
Robert  M.  Grebe 

Executive  Editor 

Charles  Sinclair 

Art  Director 
Maury  Kurtz 
Senior  Editors 

Jo  Ranson 
H.  William  Falk 

Special  Projects  Editor 

Oavid  G.  Wisely 

Associate  Editors 
Jane  Pollak 
Barbara  Love 
Audrey  Heaney 
Niki  Kalish 

Copy  Editor 
Tom  Fitzsimmons 

Assistant  Editor 

Susan  Shapiro 

Washington  News  Bureau 
Mildred  Hall 

Chicago  News  Bureau 
Winifred  Callery 

ADVERTISING 

Southern  Sales  Manager 
Herbert  M.  Martin  Jr. 

Midwest  Manager 
Paul  Blair 

Western  Manager 
John  E.  Pearson 

Production  Manager 
Mary  Lou  Ponsell 

Sales  Secretary 

Mrs.  Lydia  D.  Cockerille 

CIRCULATION 

Manager 
Jack  Rayman 
John  J.  Kelly 
Mrs.  Lydia  Martinez 
Anna  Arencibia 
Mrs.  Lillian  Berkof 


ADMINISTRATIVE 

Assistant  to  the  Publisher 
Charles  L.  Nash 

Ac  counting 
Mrs.  Syd  Guttman 
Mrs.  Rose  Alexander 

(. corral  Services 
George  Becker 
Madeline  Camarda 
Michael  Crocco 
Dorothy  Van  Leuven 
H.  Ame  Babcock 


Staff 


'SPOT-SCOPE 


Significant  news, 
trends,  buying 
in  national  spot 


SUPP-HOSE  BUDGET  HEAVY  IN  TV 

A  "big  part"  of  the  Supp-hose   (Kayser-Roth)    ad  budget  will  go  to  spot) 
and   network   television    this    lall    according   to   a   company    spokesman. 
Spot  campaign  will  consist  of  20-second  commercials  to  be  placed  in  prime 
time  in  .S5  top  markets  across  the  country.  Network  spot  tv  will  go  intcj 
70  markets  via  NBC    (Johnny  Carson).  The  Men's  Supp-hose  sales  volume 
alone  has  increased  40%   this  spring  over  the  comparative  season  a  yeai| 
ago.   The   product    was    introduced    four   years    ago.    Arnold    M.    Raphaell 
Kayser-Roth  v. p.,  stated  that  the  ad  program  is  creating  a  new  market  foil 
men's  hosiery  departments  throughout  the  country.  Fall  program  will  alst 
include  magazine  schedules  for  the  first  time.  Agency  is  Daniel  &  Charle 
(New  York)  . 

100     Whitman  budget  to  r-tv 

Whitman's  Chocolate  has  alloted  its  entire  ad  budget  to  radio  am 
television.  First  broadcast  campaign  of  sweet  spots  started  last  week  oi 
360  stations  of  the  ABC  Radio  Network,  and  employs  18  spots  a  weel 
(nine  60-seconds,  and  nine  30-seconds)  for  35  weeks.  An  additional  sched 
ule  of  national  spot  includes  six  markets,  using  mostly  30-second  spots,  b 
run  for  21  weeks.  The  network  tv  spot  program  will  go  into  high  gear  h 
days  prior  to  holidays  such  as  Christmas,  Mother's  Day.  and  Valentine' 
Day,  when  00-second  announcements  will  be  included  on  such  shows  a 
ABC-TV's  Wagon  Train  and  77  Sunset  Strip,  and  NBC-TV's  Sntinda 
Night  at  the  Movies.  Agency  is  X.  W.  Aver   (Philadelphia)  . 

Tv  to  support  new  Schick  products 

Schick  Inc.  will  introduce  lour  new  products  at  the  National  Houst 
wares  Association  show  in  Chicago  15  fitly — a  hair  dryer,  an  electric  tootl 
brush,  men's  toiletries,  and  an  electric  shaver  for  men.  The  "major  part | 
of  the  multi-million  dollar  ad  budget  for  the  new  products  will  go  int 
spot  and  network  tv,  but  as  yet  it  is  not  certain  when  the  campaign 
probably  of  minute  spots,  will  start.  Once  underway,  it  will  follow  distr 
bution  of  (he  products  into  leading  markets.  Ad  campaign  will  also  indue  ! 
print  support.  Agency  is  Norman.  Craig  &  kuinmel    (New  York). 

Canned  salmon  in  the  r-tv  swim 

The  New  England  Fish  Co.,  largest  North  American  producer  of  cannel 
salmon,  is  launching  the  biggest  ad  campaign  in  the  history  of  the  saline 
industry    this    month.    Tv    campaign    hie.iks    1  1     |ul\     in    a    do/en    maj( 
markets.  Campaign  also  will   utilize  radio,  and  will  employ  print   suppOl 
Vgenc)  is  Geyer,  Morey,  Ballard  (New  York) . 

TV  BUYING  ACTIVITY 

•  Johnson  &  Johnson's  Te^  HtiThes'  Denture  Cleanser  and  Denture  A 
hesive  is  going  into  Los  Angeles.  San  Francisco,  Milwaukee.  San  Diego,  ar 
Chicago  lor  a  four-week  campaign  ol  fringe  minutes  starting  19  Augui 
This  is  the  rlrsi  wave  of  a  program  that  will  total  1  .">  weeks.  Gen  Hurl 
al  Young  &  Rubicam  (New  York)  buys  for  the  account. 

•  General  Foods  Post  Toasties  campaign  <>[  prime  I.D.'s  will  start  15  lu( 
for  a  three-week  tun   in  some  markets,  and  a  four-week  drive  in  othe 
The  schedule  is  being  placed  in  over   100  markets,  and  although   it   will 
almost    national    in    scope,    some    regions    will    be    omitted.    Hill    Brady 
Benton  8c  Bowles  (New  York)  is  the  buyer. 


54 


SPONSOR  S    ]t  iv   I 


SPONSOR 

THE 

SPANISH 

LANGUAGE 

RADIO/TV 

MARKET: 


11  hvn*  it  is 

/#Off    #>>    I4>4I<  h    it 

117ft/  it*s  i m i><n  in  a  i 


'ONSOR  8  july    1963 


I'nrn  <■■  niaximo  rosultado  on  Ion  mor- 
oados  do  habln  ottpaiiola,  oompro 
fiompo  «>n  .Noinbroro  lladio.  I  <>s 
grandos  onuiu'ianti'N  v  las  cramli'v 
agonoins  do  publiriilad  no  puodon  uxnr 
niodios  do  sogundn  oatogoria.  I'nra  ob- 

lonor  repreaentaclen  rospotnblo  on 

l»dn  faso  do  radio  on  ospaiiol  v  mum 
ro.spooiivoN  mercadoi,  conaulte  con 
< -onfinnza  v  .sin  obi  Igacl6n  ningunn  n 
lliohnrd  O'Connoll  jy  ndios  problomns! 


Kverv  flold  haw  ono  standard  of  load- 
orship,  ono  standard  of  qualitv  por- 
formnnoo:  in  Spanish,  it's  Sombroro 
Itadio.  Loading  ndvortisors  and  agon- 
oios  i-nn'i  soltlo  for  sooond  bosl.  For 
roputnblo  roprosontat  ion  in  ovorv 
phaso  of  Spanish  radio  and  mnrkoting. 
oonsult  with  oonfidonoo.  Consult 
Hicluiril  <•'(  iiiiiii'II  and  vou'll  novor 
sottlo    for   loss.    You    won't    hnvo   to! 


SOMBRERO  RADIO     KCOR  San  Antonio     XELO  El  Paso     KUNO  Corpus  Christi     XEK  Laredo     KGBT  Harlingen     KXEW  Tucson     represented  by: 
RICHARD  0  CONNELL  INC.  845  West  End  Ave,  New  York  25.  212  MO  3-3180. Other  principal  cities. in  association  with  Pearson  Nat.  Representatives 


56 


SPONSOR  8    1 1  i.v  1 


SPONSOR  I  8  JULY  1963 


SPANISH  AIR  MEDIA-OLE! 


Specialized  national  market 

served  by  broadcasters 

increases  importance  for 

leading  advertisers 


By  Richard  Pickens 
marketing  specialist,  BBDO 


SHSOR  8  jt  i.v    1%» 


Ul   atin"   America  is  big.   Very  b       Itcoi  >l  mil 

L^ions  of  loyal   American  <  itizens  who  i  I  mil;  to  tl 
Spanish  heritage  Eoi  .<  variet)  <>i  u.^oih.  most!)  - 
logical.    I  he)  are  not  "Si,  si,  senor"  caricatures     I  h< -\ 
don'i  exisi  on  r  *  »i  t  i  1 1 . •  -^  and  beans,  noi  do  the)  crouch 
in    the   Nli.uk-  <>i   cactus   plants,    taking   intermii 
siestas,  n< »i  il<>  the)  .ill  live  on  ■  illotmenl 

No  one  reall)   knows  h>>\\   man)   Spanish-speal 
people  live  within  the  borders  of  the  Unii      S 
whai  theii   spendable  income  amounts  i".  thoutj 
l>illi«'n   in  iIh    generall)   accepted   figun      Population 
estimates  run  between  six  and  ten  million,  depending 
on  the  <>i ientation  ol  the  head  countei 

(  ontrar)   to  p^opulai   opinion,  .ill  Spanish  • 
people  don'i  have  sp.mi-h  surnames;  the  valiai 
ol  the  Bureau  •  il  (  ensus   m<l  several  |>i  r 
organizations  t<>  track  down  .ill  i|t( 
Fernandez"   miss  .i   must    important   point:   then 
thousands  "f  Brown's,  Ri<  h  irdsoi  bin- 

sky's  and  jusi  plain  [ones  in  Texas,  N 
[ornia,  \i  izona,  N<  m  Mexit  o  and  I 

Spanish    than    English    and    whose   cultui 
definitel)  Latin. 

( )n  the  othei  hand    man)  peoj 
lireci  l 
no  loi 


57 


ture,  since  they  have  become 
"Americanized." 

In  this  article,  we  are  dealing 
with  the  Spanish-speaking  and 
Spanish-oriented  Americans  who 
don't  show  up  in  the  ofttimes  phan- 
tasmagorical  number  games  used  to 
delineate  the  various  segments  of 
the  market. 

The  largest  concentrations  of  the 
Spanish-speaking  population  are 
Southwest  Texas,  Southern  Cali- 
fornia, New  Mexico,  Arizona,  New 
York  City  and  Florida.  In  the 
Southwest,  the  culture  is  Mexican; 
in  Florida,  predominantly  in  Tam- 
pa and  Miami,  it  is  Cuban;  in  New 
York  and  surrounding  areas  it  is 
Puerto  Rican.  Spanish  Americans 
do  not  generally  assimilate  for  two 
very  basic  reasons:  North  American 
color  prejudice  and  an  inherited 
preference  for  a  Latin  rather  than 
an  Anglo  way  of  life. 

Tradition  of  centuries 

Mexican  Americans  live  in  areas 
where  the  Spanish  language  has 
been  spoken  for  more  than  400 
years;  45%  of  the  El  Paso,  Texas, 
total  population  of  276,000  is  Span- 
ish speaking,  according  to  the  1960 
U.S.  Census.  Some  private  sources 
place  the  number  of  Mexicans 
alone  at  202,000.  The  Mexican 
government  estimates  the  total 
population  of  Juarez — just  across 
the  border—to  be  300,000,  and 
15,000  commute  daily  to  jobs  in  the 
El  Paso  area. 

El  Paso  couldn't  exist  without 
Mexican  trade.  El  Paso  supermar- 
kets depend  on  Mexican  consum- 
ers, who  constitute  50%  to  80%  of 
the  business.  Multiply  El  Paso  by 
any  number  of  Rio  Grande  Valley 
communities,  and  then  add  on 
cities  in  Arizona.  New  Mexico, 
and  Southern  California  which 
have  predominantly  Spanish-speak- 
ing populations,  and  you  will  have 
some  idea  of  the  market's  size. 

In  New  York,  now  the  largest  bi- 
lingual city  in  the  world,  the  pic- 
lure  changes.  The  U.S.  Depart- 
ment of  Immigration  has  estimated 
thai  there  are  1,005,000  Spanish- 
speaking  people  in  the  New  York 
metropolitan  area,  the  overwhelm- 
ing majority  Puerto  Rican.  Due  to 
a  lopsided  economy  and  a  very  high 


birthrate  (families  average  4-5  mem- 
bers), Puerto  Rico  cannot  accom- 
modate all  of  its  inhabitants.  Al- 
though Puerto  Ricans  are  Ameri- 
can citizens,  they  consider  them- 
selves primarily  Puerto  Ricans,  due 
to  a  rather  foggy  "commonwealth" 
economic  and  political  philosophy 
promulgated  by  the  insular  govern- 
ment and  Washington,  and  intense 
devotion  to  their  island,  reflected  in 
the  300-odd  social  and  civic  organ- 
izations and  "home  town"  clubs  in 
the  New  York  metropolitan  area. 
The  ebb  and  flow  of  Puerto  Rican 
migration  to  the  mainland  depends 
on  American  economic  cycles,  to  a 
large  extent. 

Florida 

Although  Miami  and  Tampa 
(Ybor  City)  have  always  had  sizable 
Spanish-speaking  communities,  it 
was  not  until  the  Castro  take-over, 
when  thousands  of  Cubans  were 
forced  to  flee  to  Florida,  that  atten- 
tion was  focused  on  the  economic 
potential  of  this  market. 

The  Inter-American  Affairs  Com- 
mission of  Miami  estimates  that 
there  are  now  254.000  Latin-Amer- 
icans residing  in  Dade  County,  the 
overwhelming  majority  of  whom 
are  either  Cuban  nationals  or  are 
of  Cuban  descent. 

Various  attempts  are  being  made 
to  re-settle  the  refugees  in  other 
parts  of  the  country;  they  are  caus- 
ing a  labor  squeeze,  since  they  will 
work  for  less  money  than  Ameri- 
cans, a  fact  which  has  caused  quite 
a  bit  of  resentment  against  them, 
especially  among  low-salaried  Ne- 
gro service  workers,  many  of  whom 
have  lost  their  jobs  to  Cubans. 
Since  they  tend  to  feel  that  the 
overthrow  of  the  Castro  regime  is 
imminent,  most  Cuban  refugees  do 
not  want  to  leave  Florida. 

Reaching  the  Market 

"Recuerdos  de  Puerto  Rico"  and 
"Mexico  Canta"  mean  absolutely 
nothing  to  English-speaking  Ameri- 
cans, but  hit  home  with  the  mil- 
lions of  Spanish-American  radio 
listeners  and  TV  viewers  who  live 
in  New  York,  Chicago,  San  An- 
tonio, Los  Angeles,  San  Francisco 
and  hundreds  of  other   cities  and 


towns      throughout      the      United 
States. 

Radio  is,  by  far,  the  strongest 
medium.  Some  200  domestic  radio 
stations  program  either  full  time  or 
part  time  in  Spanish. 

The  types  of  music  which  appeal 
to  the  strong  traditional  tastes  of 
Latins  cannot  be  heard  on  general 
appeal  stations.  The  rock  'n'  roll 
junk  ground  out  by  many  English, 
language  stations  holds  little  appeal 
for  Latins,  who  take  their  music 
seriously. 

The  Southwestern  stations,  which 
cater  primarily  to  rural  audiences 
devote  the  bulk  of  their  program 
ing  to  Mexican  country  and  cow  J 
boy     music.      Mexican     music     i'j 
steeped    in    tradition,    and    is    uni 
changing  in  style. 

Not  long  ago,  while  touring  th< 
border  towns,  I  observed  the  ac 
tions  of  a  non-Spanish-speaking  ex 
ecutive  from  a  prominent  agenci 
who  was  taking  a  "look-see"  at  th« 
Mexican- American  market.  Hi 
visited  several  supermarkets,  anc 
interrogated  Mexican  housewive 
on  their  brand  preferences — in  im 
peccable  English.  All  he  got  for  hi- 
trouble  was  a  lot  of  quizzical  stares 
I  later  learned  that,  feeling  some 
what  rebuffed,  he  had  decided  tha 
the  market  didn't  exist,  basing  hi' 
opinion  on  the  peculiar  America:, 
notion  that  everybodv  but  even 
body  speaks  English. 

Some    national    advertisers    wh 
have    a    sincere    interest    in    goin 
after  the  Mexican-American  mark( 
are  scared  off  by  the  sloppy  opera 
ing  procedures  of  many  broadcas 
ers,    particularly    on    the    Mexica 
side  of  the  border.  Conditions  ha\ 
improved  in  recent  years,  but  cai 
tion  still  must  be  exercised  in  s,j 
lecting  stations.  Though  the  Sout' 
west  is  the  largest  market  numer 
i. ilk  speaking,  New  York  Citv  h. 
been    the   most   successfully   dew 
oped  market,  due  to  the  all-out  t|| 
forts  of  astute  station  owners  to  S'j 
cure  community  and  advertiser  su  ] 
port  via  solid  public  relations  car 
paigns     and     merchandising     pr 
grams. 

Unlike  the  Southwestern  statior 
which  all  have  basicallv  the  sari, 
format,  each  New  York  outlet  h; 
a    distinctive    programing    pliilc 


58 


SPONSOR/8  july  1! 


ophy,  nliK  li  insures  maximum  .  cm 
eragc  ol  the  in.n  kct  lot  advertisers 
who  have    big  enough    budgets   to 
l>n\  time  on  .ill  five  stations.    One 
station    features    soap    operas    and 
typical      Puerto      Rican      country 
imisii ;  anothci  relies  hca\  il\  on  re 
corded  Latin  dance  musi<  and  live 
l\  audienre  parti*  ipation  programs, 
including  a  weekh  dance  contest 
sponsored    In    .1    soft    drink    firm — 
uluc  li  pulls  .111  average  turnout  ol 
1,200  people,  niosth   teenagers  and 
\oung  adults. 

Television 

Ai    present   there  are   seven   all 

nish     i\     stations     serving     the 
\fe\i(.m  \nieiiean  Market:  five  on 
Mexican  side  ol  the  border,  and 
•ne  ea<  h  in  San   tntonio  and  in  Los 
Vngeles     In   addition,   several    sta- 
5  in  California.  New  Y01  k  and 
Miami    ian\    Spanish    shows   on    a 
'  time     basis.        I  he     programs 
hough  not  epiite  up  to  American 
itisii,  standards,  are  based  on  tried 
nd    true    formulae    carried    ovei 
rom  Latin  radio:  highly  emotional 
»ap  operas,  traditional  music,  slap- 
tick     corned)      and      play-by-play 
events,    including    baseball, 
1i-al.11  .\\\d  bullfights.     The  bordei 
ations  also  ,an\  American  t\  pro- 
rams  dubbed  into  Spanish. 
Spanish     television     is    gradually 
>min»  into  iis  own  i„  the  United 
■  s.  and  offers   an   excellent   op- 
ortunit\   to  rea<  h  a  highh   appre- 
lative  audience  .11  a  comparatively 

'st. 

Selling  the  Market 
It  you  really  want  to  sell  a  prod 
t  to  a  Crystal  City,    rex.,   Mexi 
'i.  .1  Philadelphia   Puerto  Rican, 
■     rampa,    Fla.    Cuban,    throv 
ay  your  tourist-type  notions,  and 
"ii  something  about   "la  musica 
ncheria,"  "la  plena"  and  "el  mon 
no,"   the  folk  music    of   Mexico, 
ierto  Rico  and  Cuba. 
When  you  take  ofl  on  a  vai  ation 
business  trip  to  Latin  America 
Id  turn  on  the  radio  01   i\  set  in 
it  hotel  and  find  oui   that   \..u 
1  Q*l   understand   what's  going  on. 
pember  thai  "back  home"  there 
several    million    Spanish. speak 
K  people  who  don't    understand 
in  "general  market"  t\  and  radio 


programs,  eithi  1 

Some  American  companies  thai 
are  most  at  live  in  ■< K  <  rtising  thcii 
prodm  is  in  l  aim  \in,  1 1,  ,  bliss 
fully  ignore  the  Spanish  \m(  ricans 
in  \( -a  York,  California,  rexas, 
Arizona,  \eu  Mexit  0  and  (  olo 
i.ido.  laboring  undei  the  illusion 
thai  iIh  11   genera]  media  .  ovi 

in    these    States    is    siillu  it-ill.       1  his 

makes  as  much  sense  .,s  trying  to 
'each     the     thousands    ol     North 
Vmericans    in    Puerto    Rico    and 
Mexico  City,  via  the  "general  ap 
peal"  Spanish  radio  and  i\  stations 
To  sell  Spanish  you  havetof/n'nA 
Spanish.    I  nfortunately  some  non 
Spanish  speaking  reps  hav<  only  the 


•md  non  Spanish  ij 
1  is  who  have  made  «  asual 
the  Caribbean  01  the  South 
prone  to  1 

I)    retreai    behind    then    , 
thousand,     reach      ind 

1  ll.ll  Is. 

1  he  marki  rapidly 

and   Spanish    \mII   com 
the    lust    ami    • 
used  m  family,  and  when  a| 

m  business  circles    and  ad 
tisers  who  take  the  time  to  invi 

the    market    thoroughly    will 
find    thai    the    investment    1  an 
highly   profitable  ^ 


i  PLAY  BALL  FANATICOS  ! 


ESCUCHE  LOS 

JUEGOS  DE  LOS 

METS 

CADA  DOMINGO 


■ 


Rheinrjolti 


EXTRA  DRY 


rZ&pd  >3W 


JUGADA  POR 

JUGADA 

MIGUEL  ANGEL  TORRES 

COMENTARIOS 

WILLIAM  VALENTIN  RICO 


MM/8  july  1963 


59 


Illlllllllllllllllllilllllllllllllllllllllllllllllllllllllllllli  '"!>i!lll!!!!llllll!illllllllllllllHI 


State 


ARIZONA 


Major  Spanish  Language  Broadcasters 


City 


(  More  than  25%  of  schedule) 

Hours  Weekly 

Call  of  Spanish  %  0f 

Letters  Broadcasts  Schedule 


By   Program   Type — Hours   Weekly 


News 


Soap 
Operas 


Sports 


Nogales 
Phoenix 
Tucson 
Tucson 


XEHF 
KIFN 
KEVT 
KXEW 


126 

102 
99V2 
99V2 


100 
100 
100 
100 


7 

7V2 
6 
7 


20 
3 
2 
2 


3V2 

0 

1 

1 


Music 


90 
70 
85 
89V2 


Other 


5V2 
21V2 
5V2 
0 


CALIFORNIA 

Calexico/ Mexicali 

XED 

154 

90 

3V2 

0 

1% 

148% 

Fresno 

KXEX 

98 

100 

13 

0 

3 

82 

Fresno 

KGST 

963/4 

89 

41/2 

6 

1V4 

79% 

Gilroy 

KPER 

32 

33 

1 

IV2 

0 

29V2 

Los  Angeles 

KWKW 

165 

100 

21 

3 

3* 

135 

Los  Angeles 

KALI 

150V2 

90 

6 

\Vz 

3 

130 

Redlands 

KCAL 

98 

95 

4 

0 

4 

89V2 

San  Diego 

XEXX 

126 

100 

13V2 

0 

4 

106 

San  Diego/Tiajuana 

XEGM 

111 

100 

6 

0 

0 

105 

San  Jose/  San  Francisco 

KLOK 

72 

60 

5 

8 

IV2 

50V2 

San  Mateo/San  Francisco 

KOFY 

88 

90 

10% 

1 

2 

72V2 

FLORIDA 


Miami 
Miami 
Miami 
Tampa/St. 


Petersburg 


WMIE 
WFAB 
WSOL 
WMET 


108 
132** 

31 

91V2 


60 

98 

35 

100 


30 

20V2 
2V2 
49 


0 
0 

2V2 
IV2 


0 

IV2 
IV2 
IV2 


TEXAS 


Brownsville/ Matamoros  XEMT  112  100  4             6 

Brownsville/Matamoros  XEO  126  100  14  14 

Corpus  Christi  KUNO  124  100  11             2V2 

Corpus  Christi  KCCT  96  78  8             7 

Eagle  Pass  KEPS  21  25  1             0 

Eagle  Pass  XEMU  94V2  100  7             0 

El  Paso  XELO  112  90  9  49 

El  Paso  XEJ  126  100  7  10 

Harlingen  KGBT  43V2  45  6             0 

Houston  KLVL  102  81  7             0 

Laredo  XEAS  102  100  7             0 

Laredo  XEBK  111  100  3V2         0 

Laredo  XEGNK  93  100  7             0 

Nuevo  Laredo  XEK  102  100  7             0 

Raymondville  KSOX  27  28  3V2         0 

San  Antonio  KUBO  97V2  87  6             0 

San  Antonio  KUKA  91  98  6             0 

San  Antonio  KCOR  112  90  16  12 

Reynosa/McAllen  XERI  84  100  2             6 

Reynosa/McAMen  XEOR  126  100  14  14 


3V2 

6 

3 

2 

3 

with 

news 

3V2 
1% 

1 

* 

0 
1 
0 
0 
0 

with 
sports 

3 
2 
2 
6 


70 

110 

20 

26 


98V2 

85 
IOIV2 

75 

14 

87V2 

50 

85% 

34 

90% 

95 
IO6V2 

85 

95 

2IV2 

80 

70 

82 

74 

85 


0 
0 

5% 
0 
3 
10 

y2 
2v2 
0 
7 
2 


COLORADO 

Denver 
Pueblo/Colorado  Springs 

KFSC 
KAPI 

82V4 
98 

95 
100 

3 
2V2 

0 
21/2 

% 
y2 

73 

92V2 

5V2    j 

DISTRICT  OF 
COLUMBIA 

Washington 

WFAN 
(FM) 

112V2 

100 

IOV2 

0 

2 

80 

0 

0 

4M> 
13V2 


NEW  MEXICO 

Albuquerque 
Albuquerque 
Roswell 

KABQ 
KLOSI 
KRDD 

126 
98V2 
91 

100 

60 

100 

10 
0 
7 

0 
0 
0 

1% 
0 

with 
news 

114V4 
98V2 
77 

0 
0 

7 

NEW  YORK 

New  York 
New  York 
New  York 

WADO 
WBNX 
WHOM 

68 

119V2 
120 

42 
90 
85 

2 

18 
91/2 

0 
3 

20 

V2 

1 

62 
97 

80 

3V2 
9V2 

PENNSYLVANIA 

Philadelphia 

WTEL 

40 

35 

3V2 

0 

1% 

35 

• 

0 

7 

6 

4 

3 

0 

0 
211; 

2¥.} 

Wt 

0 

0 

0 

0 

3 

11VI 
21 

0 

0 

7 


i    Include  baseball   (tames  e»rri<y1  sli   months  of  year.    "21  hrs.   dally  becinntm 
'Programed  basically   and   primarily  for  the  Sp.mi-h   miirkii.   which   I-   hi  lincual 

lllllllllllllllllll!lllllllllllllllllllll!!lll!in!lllll!llllll!l!!llllllllll 


1   Baptambar,     t weekend  broadoaal  of  major  league  baseball. 


jiiuinflBl 


60 


SPONSOR /8  july  1963 


PALL 


Tan  Su./vr 
T.tn  S.itisf.ictorio 


I  Nunca  Muy  Fuerte    Nunca  Muy  Suave 
Siempre  Al  Punto ' 

AHORA  EN 


Merchandising  aid 

I' i  "I  pun  Ii.im    display    pro  ill'  <l   by 

si  it  urns  in  stores  is  i\  |>i(  il  hi  in  nr. 
promotion  .issms  giv<  n  i>\  Spanish  Ian 
guage    broadi  asti  is    to    aid    in    selling 


Local  commendation 

1 

In      I  <  il  1 1 1 1 1 1 1  1 1  I  t  \        I  \\   k  W 

1M    II      ll\       I  'MllllS 

Sup<  i\  isoi    Warren    M     I) 


Client  pesos  fill  Spanish  sombero 

Impressive  lists  of  national  advertisers  buy  Spanish  language  radio  broadcasts 
aided  by  extensive  promotion  and  merchandising  services  provided  by  stations 


An  estimated  $7.5  million  will  be 
spent  this  year  l>\  national  and 
regional  advertisers  to  sell  products 
in  Spanish -speaking  Americans 
through  the  medium  ol  radio.  \x\ 
even  greater  sum,  ii  is  believed,  will 
In-  spent  l>\  local  advertisers  Eoi 
Spanish  radio  advertising.  I  he 
amount  ol  advertising  is  growing. 
Already  the  list  ol  advertisers  us 
hil:  the  medium  is  impressive  I' 
ini  ludes,  in  addition  to  companies 
long  identified  with  radio,  man) 
nanus  not  generally  sponsoring 
regulai  radio  programing.  Proctei 
v  Gamble,  Lever  l>i<>s .  ( lolgate 
Palmolive,  Borden,  R.  |  Reynolds, 
|Rheingold,  Quaker  Oats,  Burget 
leister,  Pepsi  ( !ola,  Genera]  Mills, 
[ational  Bis<  uit,  ( unci  al  Foods, 
nc  a  Few  ol  the  names  w  hi«  Ii  i  an 
heard  on  Spanish  radio  almost 
n  day. 

> ct.  at  the  same  t ime,  the  pred- 
icts being  advertised  are  not  spe 
ialized  lot  the  Spanish  market,  un- 
tss  we  consider  a   ran-  exception 
•iuIi  as  M.is.i  I  larina  or  1  a  Pina. 

\  number  ol  companies  such  as 
arm t ion,  General  Mills,  and 
luakei   Oats,  have  invested   thou- 

anils  o|    doll. us   to    si  iid\    the    l)ii\ 


PONSOR  s    ]{ls    1963 


SINTONICE  SU  RADIO  EH 


LA  PRIM  ERA  «*  ESPANOL 


X/FM 


One  for  the  road 
Htllf  >■  i 
Spanish    si 
story  ■ 

South 

LCOR     Sat      \ 


Going  to  the  fair 

s 

[or  K I  FN    !' 

'■ 


On  parade 

Promotion  takes  many  forms  including 
a  float  with  a  Spanish  theme  as  illu- 
sii.it ed  above  for  KALI,  Los  Angeles 


Reaching  to  public 

A  corner  display  for  an  advertiser  in 
a  supermarket  provides  WMIE,  Miami 
with  an  opportunity  to  gain  exposure 


pllllllllllllllllllllllllllllllllllllllllllllllllllllll IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIM 

WHO   ARE  THE   REPS? 

Three  station  representative  firms  carry  the  burden  of  deal- 
ing with  advertisers  and  agencies  for  the  majority  of  radio 
stations  with  the  bulk  of  their  programing  in  Spanish.  All 
have  headquarters  in  New  York.  Tele-Radio  &  TV  Sales  han- 
dles the  Spanish  Key  Market  Group  and  is  headed  by  Warren 
Shuman.  The  Sombrero  Network  is  headed  by  executive 
director  Richard  O'Connell.  Third  firm  is  National  Time 
Sales  which  represents  the  National  Spanish  Language  Net- 
work. Arthur  Gordon  is  vice  president  and  general  manager. 

Iiliiiiiiiiiiiniiiiiii iiiiiiiiiiiniiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiitiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 


Advertising  on  wheels 

Not  only  delivering  a  plug  for  its  sta- 
tion, but  working  in  an  advertiser 
credit,  as  well,  WMET,  Miami  uses  bus 
advertising.      1  lie  language  is  Spanish 


Golden  Gate  masquerade 

Masquerade  parties  staged  by  KOFY, 
San  Francisco-Oakland  gets  the  adver- 
tiser message  across  by  one  couple 
dressed  in  Langendorf  bread  wrappers 


RADIO   RELOJ 

WMEU&l 


b2 


-  » 


V* 


ing  and  living  habits  ol  the  market, 
ridden  Associates,  Pulse,  Burgoyne 
Index,  Inc.  and  Far  West  Surveys! 
are  a  few  of  the  research  firms 
which  have  tackled  the  problem. 

Advertisers  have  found  an  advan 
tage  in  reaching  these  variou 
groups  in  their  native  tongue.  Unl 
like  other  immigrants,  who  lefi 
lands  quite  distant,  Spanish  Ameri 
cans  have  close  ties  to  their  home 
lands.  Mexican  Americans,  man1' 
of  whom  still  have  families  in  Me\ 
ico,  are  separated  onl\  by  an  invisi 
blc  boundary,  and  retain  Mexicai 
customs  and  habits. 

A  recent  religious-interest  stud 
conducted  by  KGBT,  Harlingei 
vividly  points  up  this  closeness:  o 
the  Latin  Americans  in  the  Ri 
Grande  Valley,  70%  pray  in  Spar 
ish,  15%  pray  in  both  language 
15%  pray  in  English,  the  statio 
says.  Of  those  who  are  fourth  ger 
eration  Americans,  69%  pray  i 
Spanish.  11%  pray  in  both  la 
guages.  "The  language  an  indivil 
ual  prays  in  has  to  be  the  languag 
he  comprehends  best,"  the  statio 
comments  practically. 

A  Pulse  study  for  WHOM,  Ne 
York  draws  a  similar  analogy.  Asl 
ing  the  question  "When  you  see  c 
hear  any  advertising,  which  hi 
more  menaing  to  you — English  ( 
Spanish?",  the  study  found  74.4C 
preferred  Spanish,  13.2%  Englisl 
and  12.4%  reported  no  difference 

K.COR,  San  Antonio  puts  it  a; 
other  way.  "In  San  Antonio,  53' 
of  the  people  speak  and  think  Spa 
ish." 

Another  survey  by  Internation 
Market  Analysis,  reported  1 
KWKW,  Los  Angeles,  shows  95' 
of  Latin  Americans  depend  on  i 
dio  for  their  entertainment  ai 
needs,  31%  read  no  newspapc  | 
59%  do  not  read  magazines,  at  p 
1:'.' ','  listen  <>nl\  to  Spanish  radi 
Similar  studies  by  other  statio 
come  up  with  comparable  figur 

With  this  closeness  to  langua 
and  customs,  Spanish  radio  statio 
might  easilv  capitalize  on  the  m;( 
kei  with  regular  sales  tools  of  rad 
Hut  as  a  group,  be  it  Texas  or  N« 
York,  Spanish  language  broadca 
ers  arc  among  the  most  aggressi 
in  providing  excellent  and  help)' 
marketing  and  merchandising  si 
port  for  their  sponsors. 

SPONSOR  8   july  1SJ 


i 


OTHER  SPANISH   LANGUAGE  STATIONS 


(  l.rss   I  linn   !'.)< "(    t>f  Sfhrrflilf  ) 


Suu 

City 

on 

l  .  It.rs 

Vv\,kly 
Hourt 

ProfcrjminK 

ARIZONA 

Yuma 

Yuma  .... 

KVOY 
KBLU  ... 

6 

...      6    .... 

Music 
...Music 

CALIFORNIA 


Apple  Valley  KAVR  5      Music 

Bakersfield  KGE  t  15V4        Music,  News 

Dinuba  KRDU  13      Variety 

Hanford  KNGS  !0      Music.  News 

Hollister  KGHT  ■<         ...Various 

King  City  WR*C  "• ;    Music 

Los  Angeles  KHOF  1       Music,  Religious 

Marysville  .KUBA  8    Various 


Merced  KYOS 

Merced  KWIP 


.12. 


Music 
Music.  News 


Salinas 

KDON  . 

...Music 

San  Fernando  

KVFM  ... 

.25 

...Music 

Santa  Barbara 

KIST    .... 

12V4... 

...Music 

Stockton  

KWG 

14 

...Music,  News 

Visalia  

KONG  .... 

10>2.. 

Music.  News,  Soap  Operas 

COLORADO 

....Greeley  

KYOU  ... 

m... 

...Music,  Religious 

Trinidad    

KCRT  .... 

8*i... 

Music 

CONNECTICUT 

...Waterbury  

..WBRY 

1 

...Music 

(FLORIOA                ..Miami 
IDAHO     Burley 

ILLINOIS  Chicago 


WGBS 


.14 Music.  News 


KBAR  7 Music,  News 


WSBC 


.20. 


.Music.  News.  Sports 


KANSAS 

Kansas  City  

..KCKN  ... 

IV4 

Music 

MICHIGAN 

Bay  City 

..WBCM  . 

212... 

...Music 

SEW  JERSEY 

Vineland 

..WWBZ   .. 

..     3 

Music 

SEW  MEXICO 

Belen    .. 

Clayton 
Roswell 
Taos   .... 

..KARS  .... 
.  KLMX  .... 
..KGFC  .... 
..KKIT    .... 
..KCHS  .... 

12 

Music   News 

V*... 

3 

18 

10 

Religious 
Music 
...Music.  Varety 

Truth  or 

Consequences. 

Music 

OUISIANA 

New  Orleans 

..WWL    .... 

15*4... 

....Music.  News 

JEW  YORK 

Jamestown    

Newburgh  

Niagara  Falls 

WJTN  

WGNY    ... 

WJJL   

Vz... 

Vi... 

>2  .. 

Music 

Variety  for  immigrant  orientation 

Sports.  Music.  News 

iHIO  

...Fremont    

WFRO 

1 

1 

...Music 

Marion 

WMRN 

...Spanish  lessons 

ENNSYLVANIA 

...Lancaster   

WIAN 

..34  ... 

...Religious.  News 

Alpine  

Brownsville 

Laredo  

Morton    

Pecos  

San  Angelo 
Uvalde 

Victoria  

Victoria 
Weslaco 


..KVLF 
KBOR 
KVOZ 
..KRAN 
..KIUN 
..KPEP 
KVOU 
..KNAL 
..KVIC 
..KRGV 


7 

.19 

.10 

20>2 
.12 

..934 

18 

10 

8 

15 


.Music 

..Music.  News,  Sports 

.Music.  News 
Music 

Music.  News 
Music 

Music.  News.  Soap  Opera 

..News.  Music 

..Music.  News 

Music.  News.  Agriculture 


ASHINGTON 

..  Quincy    

KPOR 

1  1   10  ..News.  Music 

Seattle    

Sunnyside 

KTW 

1 Music 

KREW 

6            Music 

TOMING 

Torrmgton 

KGOS 

1            Music 

1I".  •    ...ifl''i 

'frrml    IPOMI 


1  hi  i 
different    points    which    could 
made  about  Spanish  r  i 

.null'  ii. 

« ovei ing  the  market  h 

dot  umentt  d  reports  on  nifi- 

(  mi  c  ol  ih< 

powei  "i  Spanish  radio  to 

audicnci      I   u     ttample: 

K  \l  I    I 
in  market  ol  ii 
ill. in    tin     l  ouisv ill 
in  i.  ill. it  the  population  is 
with  70'  ,  ..i  ..ii  i  mull' 
men    undt  i    50 

ded     In    i\  ii  I  Imp 

the  population       \ml  K  \  I  I 

the  .i\<  i  >»i  iIh   |    \    i  ,i in  is 

getting    lowi 

I  he  signifu  ant  e  "I  Spanish  lan- 
guage In    lU')  (minted  Kill  ll\    K  \  I 

Ubuquerque     "In    «    itati    wh 
i  he  .mi  hoi  ii  i< rs  n -i  ognize  1 1 1 < -  imt 
tance  "I   Spanish  l)\   insisting  thai 
.ill  m  hool  (  hildren  l»   taught  Span 
ish   in  grade  school,   and   thai   .ill 
in. i  jut  legal  documents  be  bilingual, 
K  \1>()  luliills  .in  outstanding  pub 
lie   .mil  market  ing  funt  tion 

Another  survey  adds  an  e<  onom 
i<  ii'in  of  the  I . .urn  \in«  i 

k  .in   families   in    the   I  os    \ 
ut  .i  ou  n  theii  own  house  oi  ap 
nitnt."    I  he  t omparable  figure  i"i 
Vnglos  in  the  market  is  66  6 

I  hi  the  must  part,  Spanish  i 
stations    are    concentrated    in    the 
Southwest  and  In  West      I  wo  oui 
ut  three  stations  are  in  t Ii i ^  at 
( )!  the  stai iniiN  in  iIh  area,  .i  num 
bet  are  l"'  ated  in   Mexit <•  on  the 
border,  though  theii  advertising  in 
teresi  is  dearl)  in  Imth  Mexico  and 
ilu-  I  Inited  States    In  fat  t,  the  ad 
\c  i  tising   rostei    ol    these    Mi  xit  an 
stations,  closel)  resembles  the  Unii 
til  States  stat ions 

Hut  wherevei  tin  \  are  lot  ited,  l» 
it    in    California,     f*exas     Men 
Nev  Mexit  o,  (  olorado,  Nen  ^ 
1  Im n!i    ni     \\  ashington     s' i  mi&h 
langu  tge   stations   have   a    dist 
i  li.ii.H  ut  .ill  their  <i\mi     1  rom 
i  li.n  in    this  page  and  p  • 
might  see  little  ditfert  n 
Spanish  lanii 
(J.  S.  bro  x 

sports,    perhaps   m  usual 

soap  operas,  are  .ill  prominent  <m 
the  st  liednl 

Bui  in  rr.iht v  then 


' 


S0R   s    ,|  |  x     i 


Selling  the  SPANIS 


1380  Kc. 


W 


5000  WATTS 


EIGHTEEN 

HOURS 

"DAY 


SPANISH  PROGRAMM 


T, 


WFAN  IN  WASH 


FM  100.3 


SERVING  OVER  30,000  LATIN  PEOPLED 


FOR  FULL  INFORMATION 

ON  THESE  SPANISH  MARKETS 

CALL  OR  WRITE: 


IN  NEW  YORK  C 
IN  MIAMI,  F. 
IN  CHICAGO,] 
IN  ATLANTA, 


ARRET 


Place 

DAY 
and 


Source:  Spanish  Pulse 

Oct.,  Nov.,  1962 


ilNGTON,  D.C. 

P.1i0,000  AMERICANS  WHO  HAVE  SPENT  TIME  IN  LATIN  AMERICA 

KW  WITTIG,  UBC  Sales  Inc.,  420  Madison  Ave.,  PL  5  9145  •  C.  CARROL/.  LARKIN,  Gen    Mgr  ,  WBNX.  560  F  CI  5  1441 

j|  Ai  GORDON,  Gen.  Mgr.,  WFAB,  1034  Biscayne  Blvd.,  373-8366 

;CVV?REN  DANIELS,  UBC  Sales  Inc.,  410  N.  Michigan  Ave.,  467-1632 

fjCLrTON  J.  COSSE,  Dora  Clayton  Agency,  502  Mortgage  Guarantee  Bldg.,  JA  5-7841 


Bullfights  Boxing  ,&& 


Sponsors  look  at  Spanish  television 

Spanish  stations  in  U.  S.  and  on  border  are  doing  well.  More  stations  are  due 


Spanish  tv  in  the  United  States  is 
beginning  to  take  root.  An- 
nouncements of  new  stations,  new 
licenses,  and  new  applications  in 
recent  months  have  raised  an  oh': 
from  many  a  Spanish-speaking  tv 
viewer. 

Sponsor  tv  interest  in  the  Span- 
ish market  has  been  growing  with 
the  February  1962  changeover  of 
KWEX-TV  (channel  41)  in  San 
Antonio,  and  in  September  the  sec- 
ond station  in  this  country,  KM  EX- 
TV  (channel  34)  in  Los  Angeles. 

These  two  U.S.  stations,  in  addi- 
tion to  five  other  border  stations, 
all  broadcast  completely  in  Spanish. 
The  two  in  the  U.S.  are  ulif  and  the 
five  located  south  of  the  Mexican 
boarder  are  vhf.  The  vhf  stations 
reach  a  substantial  number  of  Span- 
ish-speaking people  on  both  sides 
of  the  border. 

The  Spanish  International  Net- 
work represents  the  two  U.S.  sta- 
tions and  the  five  border  stations. 

Advertising  revenue  coming  into 
the  IS.  stations  is  relatively  low 
com  pa  led  to  \  hi  stations  in  the  area 


— about  $15-20,000  per  sponsor. 
Many  advertisers  are  still  probing 
the  market,  SIN  executives  feel.  By 
next  year  an  average  of  between 
$75-100,000  is  expected  from  most 
national  advertisers,  spread  over 
all  seven  stations. 


There  are  licenses  out  to  group 
in  Chicago  and  New  Brunswidl 
New  Jersey,  which  plan  to  devot 
part  of  their  time  to  Spanish  broad 
casting.  Telecasts  in  these  twi 
areas  are  expected  to  commenc 
next  vear. 


National  advertisers  which  sponsor 
programs  on  Spanish  tv 

Armour  Italian  Swiss  Colony 


Armstrong  Rubber  Co. 

Carnation 

Coca-Cola 


Colgate-Palmolive 
Continental  Baking 
J.  A.  Folger 


General  Electric 


Gerber's  Baby  Foods 
Hamm's  Beer 


Lever  Bros. 


Libby  McNeal  &  Libby 

Motorola 

J.  J.  Newberry  Co. 

Pepsi-Cola 

Norwich  Pharmaceutical 

RCA 


Royal  Crown  Cola 
Schick 


lllllllllHIIIIIIIIIIIIIIIIIIIIIIllllli!1: 


66 


SPONSOR   8    |i  I  i     19ti 


•  lom  applii ations  have  been 
lied  foi  channel  (7  in  Paterson, 
Stv,  |ersej  .ill  ol  which  requesi 
permission  to  broadi  asi  in  Spanish. 
()ih  el  the  applii .mis  \a  from  the 
M  \  group. 

I  •  its  programing  Spanish  sta 
linns  draw  hc.i\  iK  on  i  elesistema 
Mexicano,  which  makes  about  10 
ne*  programs  available  each  week 
-•'II  "ii  tape.  I  elesistema  was 
formed  in  Spanish  i\  pioneei  Don 
1  mil io    \/(  .n  rag  i 

I  .a  h  iu  t w cm  k  si. iiiun  broadi  .isis 
i  varii  i\  o|  programs.   I  he  KM]  \ 
I  \  si  hedule  is  typical.    In  .i  seven- 
fit)  we<  k  the  station  broadcasts  al- 
iosi   tin   hours    -10   hours  oi    live 
ablii    service,    18  musical   variety 
pws,  foui  il.uK  dramatii   serials, 
iltural  programs  from  the  reatro 
!f  Belles   Vrtes,  and  nightl)  sports 
ipecials   on    boxing,    baseball,    j.ii 
lai,  and  oi  course  bullfighting. 

1  Iu  half-hour  dramatii  set  ials  oi 

I'     operas     are     ver)     populai 

imong  I  .tun    Americans.     Usually 

he)    .iu    televised    in    prime   time. 

hi    gTeai   interest   in  soap  operas 

attributed  to  use  of  movie  st.ns. 

ighl)     emotional     plots    comple- 

tenting  the  Latins'  interests,  and 

ompai  mess  (eai  h  serial  runs  <>nl\ 

>r  three  months  oi    less) .     Proi 

i    Gamble    and    Colgate    are 

eaw  sponsors  of  this  type  ol  pro- 

.mis  such  .is  the  bullfights 
i  spei  i.il  musicals  attrai  t  .i   large 
ber    of    non-Spanish-speaking 
ewers    Rene  Anselmo,  \i<t'  presi 
~nt  of  SIN,  in  charge  of  the  New 
brk  office,  itltis  to  this  group  .is 
"bonus"  audience,  but   ignors  it 
len  appioai  hing  sponsors. 
1      ■   parties   among    Americans 
e  now  .i  i.ul  in  Los  Angeles.  This 
main    non-Spanish-speaking 
dos  ol  the  bullfights  will  be 
ncil  in.  (  hewing  frozen  taco,  and 
scussing  the  .in  and  morality   ol 
e  s|„„t. 

Io  not  attempt  to  comp 
th  tin-  English  language  televi- 
n  stations  in  our  markets,"  says 
iselmo,  "rather  we  complement 
in  delivering  the  total  audi- 
ta the  advertiser.  We  deliver 
ft  sell  the  Spanish  speaking  sec- 
■  which  is  practical!)   a  captive 


market  foi  us    w  <■  welcome  Uiglo 
viewen  .is  guests,  but   u<-  do  not 
presume  to  compete  with  othei  ita 
nous   .hi    the   h.isis   ..i    delivo 
them  .is  .in  audieni 

Programing  on  SIN'a  bordei  sta 
nons  and  I  S  si. ,n. .us  is  different 
in  oni\  .me  respect  Bordei  ita 
tions,  in  addition  to  telecasting 
original  taped  programing,  run  a 
great  numbei  ol  feature  films  and 
dubbed  Imei  it  an  p10.41.1nis  mu  u  .,s 
Perry  Mason,  Medit .  and  Routt 
l  hese  are  not  run  in  the  States, 
.in  thej  would  natural!)  be  repeats 
alread)    aired   <>n    anothei    station 

(tin-    bordei    stations    have   \ 

( ompetition  1 . 

Programing  hours  are  from    I  to 


I-  p.m.  on  the  bordei  stations  and 
I  to  1 1:30  p.m.  in  the  U.S.  on 
weekdays.  Saturda)  and  Sunda) 
the  stations  broadcast  from  no.ni 
to  midnight. 

Advertising  along  the  bordei    i> 
sometimes  placed  b)  the   Amerii  in 
divisions  and  sometimes  the  M 
<  .111  di\  isi.ins  ol  large  •  ompanies.  In 
an)  case,  then  is  .,  large  and  boom- 
ing market  in  that  region. 
I  he   five    11  tive   bordei 
Mil    I  \     channel  II),  Nui 
I  aredo-1  aredo    \l  |   I  \      5      < 
dad  |n. in/  1     P  -     \m  \  1  \ 
STogales      &  Hioi  a-Nogales        \ 
XHB<     l\       I),  Mexicali-Ii       rial 
Valley,  California;   tnd  \l  \\  I    I  V 
I  ijuana  s  m  1  >ii  \  -  xth 


\l<  M...11  vhl  nation  ol  riiih 

network  will  begin  opei  11 tins 

fall  in   Matamot 

\   numbei   ol   m  ••%   app 
and  licenses  ha  t  tent  ion 

""    the   1.1  Spanish 

Most   oi   ii,,    ne*    u  .■ 
plan  to  broadcast  ,|  nun 

oin\  ethnii  groups,  with  emph 
on  th<  Spanish  marl 

rhi      \.  h      ferse)      1 
Broadi  asting     (  orpot  ttion,     with 
studios  and  ..Hi. .  1  in   \,  u  irl 
pecu  VVNJI     l  \      channel 
take  the  ail  earl)  m  \t  yi  11  wid 
houn  oi  prime  tim  |     p 

graming  will  be  primaril)  devoted 
to  the  Spanish  and  Negro  popula 
lions  in   the  area   with   additional 


!)NS0R  S   JULY    10W 


Soap  operas  and  sports 
Man)  food  manu 
in. in.   serials 
panies,    \rin- 

si  i\  n  ing    to    Italian,    few ish.   < 
in. m.  Polish  and  othei  groups 
I  In   station  has  .1  I  >ut  is 

ting   l<t    permission  to  pi 
its  transmittei   on   the  top  "i 
I  in;        v 

Cham  \ 

sought 

I '.  SIN 

1 

tell    plans    to    bi 
il)    in   Spanish 
l  has  Italian         V 

houi 

l  hi  itl) 

the  a 


SIN  sells  the  6th  largest  u 


KWEX-TV    KMEX-TV    XHBC-TV     XEJ-TV 


Channel  41 

San  Antonio, 
Texas 


Only  All-Spanish  TV  Station 

Get  the  biggest 

share  of  the 

San  Antonio  apple 

...sell  this  53% 

Spanish  speaking 

market...  380,000 

consumers 

not  penetrated  by 

"normal"  media 

...  get  the  facts . . . 

call  SIN 


Channel  34 

Los  Angeles, 
California 


Only  All-Spanish  TV  Station 

Take  a  bite  of  the 

big  apple...  sell 

over  1  million 

Spanish  speaking 

residents . . . 

300,000  homes 

. . .  over  60% 

converted  to 
UHF  Ch  34  in  7 

months... 
there  must  be  a 
reason... call  SIN 


Channel  3 

Imperial  Valley- 

Calexipo-Yuma, 

Ariz.- Mexicali 

Only  All-Spanish  TV  Station 

SIN  a  little  and  take 
a  bite  of  this  32% 
Spanish  speaking 

market . . . 

342,000  people 

...42,000  TV 

homes . . .  who  can 

be  advertised  to 

in  English  but  only 

really  sold  in 
Spanish... call  SIN 


Channel  !  i 

El  Paso- Juan    w 


Only  All-Spanish  TV  Sta  >\ 

Get  a  big  piece  ( 

this  60%  Spani  1 

speaking  marke  « 

covering  580,0'  * 

people . . .  90,0  I 

homes . . .  bord  1 

twin-cities  but  n  i 

a  U.S.  retail  * 

market... only  '  * 

to  sell...  calls  o 


;.  market... thru  Spanish  tv 


:hannel  12 


Tijuana 

jJr  All-Spanish  TV  Station 

"  e  a  big  bite  out 
f  this  market... 
J   over  269,000 
g   )anish  speaking 
$  consumers  in 
H  17,000  homes 
I,    sell  the  loyal 
R    and  captive 
|   Jdience  of  this 
port"  on  the 
nguage  they 
it  understand 
.call  SIN 


WT-TV  I  XH  FA-TV 


Channel  12 

Nogales- 
Tucson,  Arizona 
Nogales,  Sonora 

Only  All-Spanish  TV  Station 

Take  a  bite  of  SIN 

and  cover 

49,000  consumers, 

5000  TV  homes 

. . .  here  where 

Spanish  was  spoken 

100  years  before 

the  Pilgrims 

landed . . .  speak  the 

language— sell  a 

lot... call  SIN 


XEFE-TV 

Channel  11 

Laredo- 
Nuevo  Laredo 

Only  All-Spanish  TV  Station 

Get  to  the  core  of 

the  apple  in  this 

90%  Spanish 

speaking  market  by 

reaching  154,000 

people  and  20,500 

homes . . .  reach  and 

sell  this  market 

more  efficiently 

thru  exclusive 

all-Spanish  TV. . . 

call  SIN 

SEVEN  EXCLUSIVE  SPANISH 
LANGUAGE  TV  STATIONS  SELL 
3,000.000  SPANISH  SPEAR- 
ING CONSUMERS  IN  THE  FAR 
WEST  AND  SOUTHWEST. 

Now  all  you  have  to  do  it  SIN 
a  little  and  you  can  roach  the 
6th  largest  market  in  the  U.S. 
. . . through  exclusive,  non- 
competitive, TV  at  that ...  for 
SIN'a  (Spanish  International 
Network)  7  stations  do  not 
compote  with  any  others... 
they  aro  singular  to  their 
audianco  in  language  and 
emotional  appeal . . .  Don't  bo 
just  another  brand  "X"  in  the 
U.  S.  6th  largest  market . . . 
SIN  a  little  and  got  your  piece 
of  the  apple— 

SIN 

Spanish  lit'l  Network  Sales 
247  Park  Ave.  New  York,  NY. 
Tiliphm 0X7-05SS 

Quaker  Oats'  Rio  Grande 
radio  drive  hits  media  target 


American  cereal  firm's  use  of  Spanish-language  radio 
on  Mexican  border  is  model  of  successful  campaign 


By  Roger  A.  Ragland 

brand  advertising  manager, 
The  Quaker  Oats  Co. 

The  Quaker  Oats  Company  ven- 
tured into  Spanish-language  ra- 
dio in  1954  with  a  definite  sales  ob- 
jective: to  launch  a  product  named 
"Masa  Harina."  Masa  Harina  is  a 
specially  treated  corn  flour  used 
primarily  for  the  preparation  of 
such  typical  Mexican  foods  as  tor- 
tillas, tamales,  etc.  It  is  a  special- 
ized product  for  a  specialized  mar- 
ket— the  Mexican  American. 

Over  90%  of  Mexican  Americans 
live  in  the  five  Southwestern  states 
of  Texas,  New  Mexico,  Arizona, 
Colorado  and  California,  and  of- 
fered a  potential  market  of  over 
three  million  at  that  time.  Added 
to  this  market  was  the  potential  of- 
fered   by    migrant    workers    from 


Mexico,  and  by  Mexican  citizens 
living  in  border  towns  who  regu- 
larly shop  in  adjacent  U.  S.  cities. 

In  1954,  the  new  food  product 
was  introduced  over  three  Spanish- 
language  radio  stations  in  Corpus 
Christ!  and  Laredo,  Texas.  Each 
year  following,  distribution  ex- 
panded. By  1957,  the  product  was 
being  distributed  in  all  five  South- 
western states,  and  being  adver- 
tised on  more  than  70  radio  sta- 
tions devoting  part  or  all  of  their 
programing  time  to  Spanish  lan- 
guage. 

Although,  over  the  years,  other 
media  have  been  employed,  Span- 
ish-language radio  remains  the  ba- 
sic medium  of  advertising  for  Masa 
Harina. 

Spanish-language  radio  is  selec- 
tive. It  pinpoints  the  target  audi- 
ence and  reduces  waste  circulation. 


70 


It  is  the  most  effective  means  of 
reaching  in  our  case  the  Mexican- 
American  consumer,  for  the  com- 
mercial message  is  presented  in 
what  is  still  the  primary  language 
ol  the  people,  although  most  are 
bilingual. 

These  people  have  closer  tics  to 
their  homeland  than  any  other  of 
foreign  descent.  They  live  in  close 
proximity  to  Mexico,  and  main  of 
their  customs  and  habits  are  re- 
tained even  after  several  genera- 
tions as  U.  S.  citizens  and  residents. 
Even  national  holidays  of  Mexico, 
such  as  Cinco  de  Mayo,  are  cele- 
brated. Mexican  Americans 
close  to  the  land  of  their  origin  in 
many  ways  and  thev  are  equalh 
close  to  their  local  Spanish-Ian 
guage  radio  station  which  bring* 
them  the  music,  news  and  color  ol 
that  homeland. 

Spanish-language  radio  ha; 
proved  to  be  a  most  effective  me 
chum  of  advertising  for  Masa  Ha 
rina  as  it  has  for  many  other  local 
regional,  and  national  product! 
and  services.  It  is  a  medium  tha 
must  be  purchased  on  the  basis  0: 
performance  and  results.  If  on< 
were  to  approach  this  type  of  radii 
on  the  basis  of  ratings  it  would  l> 
most  discouraging  and  would  hard 
ly  be  worthy  of  consideration,  ye 
the  audience  is  there,  and  in  larg 
numbers,  if  results  are  any  indie 
lion. 

Over  the  past  years  various  cod 
sumcr  premiums  such  as  a  Quake 
Tortilla  Warmer,  and  a  Quak  ' 
Tortilla  Press,  to  name  a  few,  h«l 
been  offered  over  the  radio  station 
Response  to  these  offers  has  alwa\ 
been  more  than  encouraging. 

From  a  creative  standpoint,  on 
of  the   first   rules   to  remember 
that  Spanish  is  not  always  "Spar 


SPONSOR/8  july 


ilh  Man)  advertisers,  recogni/ing 
i In-  potential  «>i  the  Mexii  an  Amei 
ican  in. ii  kci.  Iiave  dei  ided  to  dire*  i 
campaigns  to  this  consume!  group 
through  Spanish-language  radio 
H.n  ing  in. nit  this  di  i  ision  the) .  i n 
theii  ad\ei  tising  agem  \.  write  the 
i op) .  then  selei  i  what  the)  i  onsidei 

in  lie  I  In    mi  »sl   |  II  <  >fu  Kill   .Hid   Ii  K  ,il 

K  available  Spanish-speaking  pei 
^' >n  who.  in  man)  instances,  ma)  l>c 
t  Spanish  iea<  hei .  .1  Puei  to  Rii  an, 
1  (  ul). in.  01  .in  annoum ei  from 
in)  one  ol  the  man)  Central  01 
s  null    \iiu  1  i(  .111  ( ountl  icn 

I  he  Spanish   the)   speak   is  not 
he  Spanish  spoken  l>\  the  Mexican 
Aiiui  k  .111        I  he    ten  lion     id    this 
vpe  ul   presentation  among   Mexi 
.111   Americans  would  be  somewhat 
,ikin  to  oui  rea<  tion  to  .m  English- 
nan   giving   the   play-by-pla)    <>|   .1 
>odg<  1  's  bas<  ball  game.  When  sell 
0    Mexii  .in     Amei  ii  .ms.    one 
misi  sell   them  in  theii   own   par- 
it  ul. n  brand  ol  Spanish. 
I  0  sta)  on  the  safe  sidr.  transla 
■us  should  be  made  i)\    Mexi<  an 
Lmei  i(  .in--     Man)  advei  tisers  have 
ad  disturbing  experiences  l>\  hav- 
he   ii.uinI.ii ion   ol    their   com- 
tercial  message  ionic  oui  in  ludi- 
mis  fashion. 

I  aking  these  pitfalls  into  consid- 
ration,  I  he  Quakei  Oats  Com- 
an)    Kt.iiiis    Glenn     Advertising, 


J£  Oferta  Especial 

"Quaker" 

TORTILLA  WARMER' 


Lfmnm  f  mnvtm  hoy  mtumo  m*tm  ord*n  m 


ovo*o 


Coupons  pull  well 

S|).inisli  speaking  listeners  an   jn 1  1 

.ii  1  c|uii  kl\  i>n  offers  Mm  <  il  in  .1  I. mill 

i.u   language,  adv<  uim  i>  havi    l<  imed 


liu ..  w liu  h  is  based  in  the  South 
wfsi  .mil  has  had  considerable  ex 
perience  in  consume]   products,  .is 
well   .is   111    the    Mexican  American 
111.11  ket. 

It  is  important  to  luxe  an  agenc) 
1I1. 11  is  urn  onl)  oriented  to  the 
Mexican-American  market  bul  one 
in  .1  position  to  write,  translate, 
.ind  supervise  production,  i<>  know 
the  man)  ( omplexities  ol  the  mat 
kci  .ind  the  people,  and  to  work  in 
close  coordination  with  the  stations 
on  mer< handising  and  publi<  ii\ 
support.    I  he  lattei  two  fai  nus  are 


exi  1  rmel)    imp*  iriani    to      »mi 

iu( ' ess  "i   •  inn  ill 

reeled    to    the    Mexii  an  Ai 
market      Spanish 

i"n>    are    pari  ii  ulai  In    i 
live  in  the  vital    irea  ol  m<  n  ' 

•  I  I  M  I 

I  he  Spanish  lai 

IIOIIS      I      III       .llso       I  .III 

.il)l<-   ihsii  1 1 >i  1 1  urn    .mi!    tales   infoi 
mation  sim  e  thi 
soi  iated  with  the  1  onsumei 
tail  im  k  li.mi  selling  to  thi  - 

sllllK   I  1, 

1  he    Mexii  an  Vmei  k  an    ra 
is  groH  ing     In  the  pei  iod  b 
the  1950  and  I960  1 1  nus.  the  M 

ican  American    populai in    the 

Southwest  im  reased  Iin  unci  50  pei 
cent,  .mil   toda)   si. mils    ,.    ,   foui 
million  plus  mai kt  1      It  is  a  con 
sumei   group  gi  ni  1  all)   ignored  I>n 
national  advei  tisei  s,  nci  n  holds  an 
excellent   potential   foi    iIk>s<    will 
ing  io  approai  h  it   with  the  same 
( are  and  devotion  I"  ing  exen 
in  othei  areas  ol  advei  1  i>im^      h  is 
.1  in. 11  kt  1  responsive  to  advertisii 
pai  in  ul. 11  In     advei  tising     mi 
j  > r  esented  in  the  language   in  w  Im  h 
11  thinks 

I  Ik    six  week  s,  hedule  "i  ., 
s|iois  .1  week  "to  see  how  ii 
would  be  mone)  bettei  saved  than 
spent.    ( )ne  must    be   prepared   to 
iiixcsi ."  not  "spend  ^ 


10*  OFF 

on  your  purchase  ol 

X£?£i       QUAKER    INSTANT   MASA   HARINA 

Good  on  either  2.  5.  10  or  20  lb.  size 

FOR  TORTILLAS,  TACOS   &   TAMALES 


Iduced-price   introductory   offer 

Oats  tailored  corn-flour  M.is.i  Harina  to  Spanish  tastes,   launched   it   in 
(.111  American  market  in  the  Southwestern  U.S.,  which   it  nine  nui  S  millioi 


[V-\ 


W/8  july  1963 


:  mir  a  ♦ 

1.  Los  Angeles  metropolitan 
area  Spanish-speaking  pop- 
ulation: 

900,000  plus 

• 

2.  Average  yearly  income: 
$800,000,000 


3.  For  automotive  products: 
$72,540,000  annually 

• 

4.  For  food  products: 
$434,700,000  annually 


YOU  CAN  HAVE  YOUR  SHARE! 

72  National  Advertisers  on 
Spanish-language  KWKW 
reach  approximately  277,880 
Latin-American  homes  per 
week  at  a  CPM  of  $0.72. 
KWKW's  5000  watts  speak  the 
language  convincingly  to  a 
loyal  audience.  KWKW  has  20 
years'  proof  waiting  for  you! 

KWKW 

5000  WATTS 

Representatives: 

N.Y.- National  Time  Sales 

S.F.-Theo.  B.Hall 

Chicago -National  Time  Sales 

Los  Angeles -HO  5-6171 


72 


SOMBRERO 

(Continued  from  page  63 
difference  to  the  listener  in  addi- 
tion to  the  language.  At  the  heart 
is  the  music,  which  is  Latin  to  the 
nth  degree.  Even  rock  and  roll  and 
the  twist  have  an  added  Latin  top- 
ping, which  may  account  for  their 
widespread  popularity  among  the 
people. 

But  for  the  advertiser.  Spanish 
stations  express  an  untold  willing 
ness  to  cooperate  and  promote. 

XEO  and  XEOR  in  the  Ri< 
Grande  Valley,  and  XEAS  in  Lare- 
do are  but  a  few  of  the  station- 
which  emphasize  "no  double  spot 
ting  on  national  account-,  is  guai 
an  teed." 

KOFY,  San  Francisco-Oakland 
lakes  this  stand:  "Programs  are  re 
moted  from  advertiser's  premises  h 
the  Mission  district  and  the  I  as 
Bay,  with  daily  broadcasts  original 
ing  in  KOFY  studios  located  in  Sai 
Jose-.  Stockton,  and  Sacramento." 

Working  with  retailers,  the  stal 
ol  KUNO,  Corpus  Christi,  arrange 
salesman-retailer  contacts:  in-stoi 
<lispla\s.  and  other  functions  o 
merchandising.  "Each  request  fo 
assistance  is  worked  out  separate! 
with  the  station  to  assure  maximui 
elhc  ienc\  of  elfort." 

KGBT,  Harlingen  has  prepare 
extensive  information  on  grocer 
distribution,  showing  the  numtx 
of  stores,  both  Mexican  and  Angl< 
Notes  KGBT:  "Mexican  grocei 
stores  attract  very  lew  Anglo  pe 
pie.  The)  attract  the  Mexican  cit  I 
zens  and  the  Mexican  American 
The  Anglo  stores  attract  Vngl 
American  trade  as  well  as  Mexic 
Americans  and  Mexicans  fro  J 
across  the   Rio  Grande  River." 

KUBO,  San  Antonio  has  adopU 
its  own  version  of  "stamps.''  call*  I 
"Monedas    KUBO."     Advert 
purchase  a  supply  ol  these  Moneil  \ 
from  the  station  together  with  tin  . 
regulai  aii  schedule.  The  coins  a 
distributed  to  store  patrons.    Ea- 
had  a  number  which   it   called  0 
b\  KUBO  won  a  special  prize. 

A  Mother's  Da)  show  at  a  loc 
theatre  staged  by  KCCT.  Corp 
Christi  brought  a  packed  hou 
and  more  than  15. 000  pieces  ol  m 
li om  its  c overage  area. 

"Close  cooperation  with  dr 
and  grocer)  outlets  in  the  \l  xii 
areas  is  assured."  KCAL.  Redlan 

SPONSOR  8  JULY  Kj 


HOY 

como  siempre 
la  primera 
en  Espanol  en 
San  Antonio 

Full  Time  •  5,000  Watts 

Vea  a  Richard  O'Connell 

en  Nueva  York, 

Pearson  en  Otras  Ciudades. 

KCOR  San  Antonio  4 

512-225-2751 

Emisora   Clave 

de  la  Cadena  Sombrero* 


ONE  BUY 
COVERS  THE 

531,847 

SPANISH 

SPEAKING 

PEOPLE  IN 

NORTHERN 

CALIFORNIA 

KLOK 

San  Jose  •   San  Francisco 

KGST 

Fresno 

Represented  by 

DON    R.   PICKENS   CO. 

•U.S   Census  I""" 


li ivei miIi  .   California    ■>■  Ml 

ih. a   is  needed   is    i  phone  •  .ill  i<> 

mi  lllr     .ill     III   Moll-    Sl. II  k     .11 

displa)   foi   the  advert iv 

'    Sjlllllsi  II     ill     I  III      Hon 

k I  k  \    s.in    Vntonio     I  ich  ho 
the  si.n ion  names  the  sponsoi .  and 
i  .ills    .i    telephone   exi  hangi       R< 
spondents  must   •  .ill   bat  I.   nam 
the  sponsoi 

On    V\  \i><  >    Nev    Vork     P 
i      a    Rt  i  ord    Unji    is    now    in    its 
third  yeai     Onci    i  w  eek,  w  1 1  i  i  live 
kinds,    dancing    competitions 
•  i.ihIih  ted   .n    theatres    with   Pepsi 
award    trophies   given    to   winners 
1  he  promotion  is  espei  iall)  atti  at 
live  i"  teen  agei s. 

\    live    band,    singer,    and    an 
nouncei    is    provided    in    front    ol 
grocer)  stores  b)  k\l  \,  Fresno,  in 
addil inn  to  <  oopei  ai  inn  w  nh  .nl<  i  i 
i  isi  i  s  foi    in-store  promoi  ions,  et< 
\lin  handising  sri  \  ii  is  |)io\  ided 
k\   \\  M 1  I  .   Miami  are  innumei  a 
ble:  | >< > 1 1 1 1  ill  |niii  li. isc  dis|)|.i\s.  |n  i 
sonal    talent    .i|>|n  arani  es,   Spanish 


* 


I  K  \\s  I ..  da)  as  always,  M  nk 
is  insi  in  Spanish  iii  >s.i » i  Antonio. 
s.i  Richard  <•(  onncll  in  N'ew  Vork 
i >i  Pi  .nsiin  in  othei  cities  K(  ( )R 
Ki  \  station  ol  lh<   Somliri  to  ( ■  ■  < >u | > 


■  i 

boai 

newtpapei  ad  i 
plin 

s    impi mi. 
mi  n  handising  anm  i 

\\  \l  1 1  .     Vfiami     p  the 

mil     1     ■        d  Di 
in  the  Soui hi  i 

•    «  illsll  ill 

and   others   ill! 
has  bought  whai 
\\  Mil     also   liis   ,i    mi 
plan    w  lin  h    mi  ludi 
Spanish  display 
.i  populai  ^j >.•  ii i -sl i  ■ ; 
■  ■I  time  puri 
1  .isi  i. ill  dm  ing  ilu  < 
W  Mil     pel  foi  inril    i 
anothei  sum     I  hi  stai ii >n  ;'' 
on     .i     round  the  iU4 
\  oil  e  of  An  5  ims 

in  (  ni). i  from  22  Octobei   thro 

I  * '        \"\  rillln  I  Ml 

were  dropped  dm  mu  i 
I  he    -ii  nun    brougl 
from    President    Kenn 
th. inks  in  you  and  youi   orjt  u 
linn  Im  youi  cooperati 
ftirn  in  i 


the  station  with  thi 
latin  beat      1480  kc 


WHOM 


M/8  Jilv  1963 


WMIE 

-MIAMI,   FLA.- 

NO  WILD  CLAIMS 

JUST  LATIN 
LISTENERS  BY  THE 
HUNDREDS  OF  THOUSANDS 


These  are  just  a  few  of 
our  advertisers  who  agree: 

BmUveiser 

Carnation 

Yoo-Hoo 

Schlitz 

Pet    llfilfc 

Car  liny 

Top    Vffllfe    Slumps 

Pepto   Bismol 

Biceland   Rice 

Breeze 

Pepsi-Cola 

Free  Cuba's  greatest  stars  .  .  . 
Complete  client  merchandising 
.  .  .  10,000  watts  of  "personali- 
ties" reaching  Cuba  and  27 
South  Florida  counties. 

**0'O  STATlON/*ADIOEMlSOff4 

WMD 

1140  EN   SU   DIAL 

1448  Northwest  36th  Street 

Miami,  Florida 

PHONE:   NE   3-0161 

REP.   NATIONAL  TIME   SALES 


Contest  for  Spanish  advertiser 

Point  of  purchase  material  to  be  used  with  contest  being  run  on  U'BNX,  New 
York  and  Cafe  Caribe  is  discussed  by  Eduardo  Caballero,  VVBNX  account  execu  ' 
live;  Luis  I).  Albertinto  of  Chrisholm,  Baur  and  Neil;  Arthur  Rosenstein,  Caft 
Caribe  sales  manager,  and  C.  Carroll  Larkin,  WBNX  general  manager.    Trips  tc 
Puerto  Rico  are  among  major  prizes  offered  to  listeners 


H 


Is  the  Solid  Spanish  Diet 
of  402,172-    Latins   in   the 
San  Francisco   Oakland  Bay  area 
at  1050  kc.  from  6:30  a.m.  till  Sign  Off! 

MARKET  FACTS 

Median  Annual  Income  $5,710*  For  MORE 

«   •  x  ii  i       j        i  n1  «„,  qualitative  data: 

Gainfully  employed  males  ...91.3%     IN  SA^  FRANcisco,  call 

Gainfully  employed  females  32.8%     KOFY  — YU  2-9933 

Home  ownership  55.5%     in  new  york,  call 

*Far  West  Surveys,  Latin  pop. — 6/62 


AFFILIATED  WITH  THE 


"J^Jiy  212  YU   6-9717 

Wlarket  ^jroup 


L 


"sleeper  market:" 

IN   NEW  YORK  CALL 

212   YU    6-9717 


74 


Sells  to  V4  Million  Latin 
consumers  in  the  San  Diego  Tijuana 
metro  area,  with  100%  Spanish 
programming  all  day,  every  day! 

Virtual  geographic  serverance  has         INVESTIGATE  this 

created  the  "free  port"  of  Tijuana 

where  large,  efficient  and  modern 

Supermarkets  feature  huge  stocks 

of  U.S.  brandname  products! 

Suburban    San    Diego:    CHULA    VISTA,    NATIONAL    CITY,    SAN 

YSIDRO,  and  others  are  dominantly  Spanish-speaking! 

AFFILIATED  WITH  THE 


SPONSOR/8  JULY  1 


Why  literary  translations'  don't  work  long 


Will  general  advo  rising  (in  I 
liah)  H'. i*  li  the  Spanish  market 
ui  the  United  States  effei  tivel)  and 

rllu  niil  In  - 

\    Lynn  Fail  wreathei .  media  su 
pervisoi   ,ii    Post,   Keyes,  Gardner, 
agenn   foi    Burgermeister,  believes 
ih.ii   ii  won't,  because  ol  the  Ian 
guage  l).ii  i  iei     1  » idem  <  to  substan 
liaic  iliis  theory    is  found   In  the 
t.u  i  thai  Spanish  radio  i>  booming, 
and    booming    among    those    users 
who  sell  the  most  in  iliis  mai ket,  h< 
viw  "It  refers  also  to  Spanish  tele 
vision,"  In-  adds. 

\s   i<>   ( oramen  ial    approai  h,    il 

must   first   be  decided   whethei    to 

adapt    the    general    campaign    to 

Spanish    oi    considei    the    Spanish 

advertising  .i  separate  and  distinct 

campaign,    Fairweathei    continues. 

I  iiln  i   .i|)|)iD.K  li  ( .in  be  I'lli'i  live, 

dthough    ii    must    be    understood 

li.n    English    cannot    be    literally 

ranslated  into  Spanish.     Vs  an  ex- 

tmple,  .i  <  ommen  i.d  for  out  i  lient, 

lurgermeistei    Beer,  went   I  i kt-  1 1 1 i -* 

n  1  nglish: 

'Burgie  looks  light,  Burgie  tastes 

ght,  Burgie  di  inks  1  i i^li t 

ARE  YOU  MISSING 
150,000  PROSPECTS? 

su  jrc  if  you  don  t  include  KIFN  when  buying 
t  Phocnn  market  KIFN  is  the  ONLY  100°0 
■  jnith    language    station    covering    all    of    Central 

ionj  with  a  Primary  signal  And  KIFN  is  the 
jtion     most     often     tuned     in     by     the     150.000 

■imsh  speaking  people  in  the  ira.  These-  pco- 
:  won't  buy  your   product   if   you   don't   sell   them 

when   buying   the  Central   Arnona  area,   include 
. °o    of    your    market    that    speaks    Spanish 
y  KIFN    and    volt    them   all! 

NATIONAL  TIME  SALES 

NYC.  I  Chicago 

THE  BERNARD  I.  0CHS  CO. 

Atlanta 

HARLAN  G.  0AKES 

Los  Angeles 

DON  R.  PICKENS  CO. 

San  Francisco 


( .l.iss.  aftei  k'.,ss  aftci 
"Spanish  ii anslai i • » 1 1 

'Burgie     suave         B  •  lara 

Burgii      in  .1 

\  aso  ii  .is  vaso  mi  i 

I  i  anslai  ion  bai  k  into  I  nglish 

'Burgie    smooth  Bui 

i  leai  Bui  gie     i  ii  li 

( .l.iss  .1 1 1<  i  '^l.iss  ii  is  in  i tei 

"In  shoi  i.  don't  expei  i    i  lit< 
Spanish  1 1  anslai  ion  from  youi  I 
lish  i  d|i\        .  jusi  lei  the  general 
idea  <  ome  through 


With  tl 

ui  handling  i  ommi 

■  .in  In   i  iken 
"  I      \dapt 
i 
npo  with  S 

posed      .i    |; 
foi  this 
i         publif 

with  Sp; li  I 


KALI  LEADS 

-IN  AUDIENCE* 
-IN  RESULTS* 

Kevaiisc 

KALI    LEADS    IN    .   .   .    Research, 

Programming,    Personalities    and      ,     , 


Sales   Planning. 


k  \  1 1 


WE  HAVE  THE  KNOWLEDGE  to  assure  you  of  the  latest  infor- 
mation about  the  Los  Angeles  Spanish  Speaking  Mar- 

KALI   ALONE,  over  the  years,   has   provided   you   with 
studies  of  this  $3,000,000.00  a  day  market! 


'THIS  IS  WHY  KALIS  CLIENTS 
INCREASE  AND  RENEW  TO 
REACH  the  800.000  Spanish 
Speaking  People  of  Los  Angeles 


uOVERING  PHOENIX  AND 
kLL  OF  CENTRAL  ARIZONA 


A  TELE-BROADCASTERS'  STATION 

REP:  TRTV  SALES 

5723  MELROSE  AVE. 

HOLLYWOOD  38  .  HO  6-6161 


•  Far  West  Population  Stud* 

•  Belden  Brand  Preference 

•  Far  West  Socio-Economic 

•  Belden  Audience  Study 

•  Western  Union  Audience 

•  Belden  Language  Prefer* 

•  Numerous  Spena    ' 


1  ui;    DOCI  Ml  Mr  !> 
mini    m  FORMATION 
v\i>   net  RES,  CA 


M  ji  m    1963 


KABQ 

ALBUQUERQUE 

ONLY 
Full-Time 
SPANISH 
RADIO   in 
MEXICO 
5,000  WATTS 
1350  K.C. 


•  Serving  over  400,000  Spanish 
speaking  consumers 

•  Serves  nearly  one  half  of  the 
state's  population 

•  News  and  sports  reported  in 
Spanish  .  .  .  music  from  Mexico,  Spain 
and  the  Latin  American  Countries 

•  The  Spanish  voice  of  New  Mexico 
.  .  .  through  close  continuing  associa- 
tion with  Spanish  culture  groups  and 
public  service  works. 

Member  .  .  . 

National  Spanish  Language  Network 


Tell  'em  . . . 
Sell  'em  . . . 
IN  SPANISH 


KABQ 

SPANISH 
RADIO 


1309  Yale  S.E. 

Dial  505...  243- 1744 

ALBUQUERQUE 


Represented  by 

NATIONAL  TIME  SALES 
New  York,  Chicago 

Harlan  C.  Oakes 
&  Associates 

Los  Angeles,  San  Francisco 

Bernard  I.  Ochs,  Atlanta 

Bob  Hix,  Denver 

76 


SPANISH  TV 
(Continued  from  page  67) 

SIN  would  naturally  use  much 
ol  the-  program  material  coming 
out  ol  Telesistema,  but  supplement 
it  with  video  taped  programming 
from  Puerto  Rico,  and  with  news, 
and  other  local  live  shows  slanted 
towards  the  900,000  Puerto  Ricans 
in  the  New  York  metropolitan  area, 
but  bullfights  would  certainly  be 
in  the  schedule.  According  to 
Anselmo  "there  is  a  tremendous 
crowd  ol  aficionados  in  New  York, 
and"  he  says,  "there  are  bound  to 
be  letters  of  protest  from  the  or- 
ganized animal  society  groups,  but 
we,  of  course,  do  not  feel  that  bull- 
fighting is  a  cruel  sport.  It  is  an 
artistic  event,  deeply  embeded  in 
the  Latin  culture  which  we  are 
trying  to  reflect." 

Progress  Broadcasting  would  use 
the  station  exclusively  for  Spanish- 
language  programing,  12  hours  a 
day,  from  noon  to  midnight.  Under 
Progress  the  station  would  be  heavy 
on  sports  and  social  service  pro- 
graming. Much  of  the  talent  would 
be  borrowed  from  the  company's 
radio  station,  WHOM,  which  broad- 
casts 19  hours  a  day  in  Spanish. 

Trans-Tel  would  begin  broad- 
casting three  hours  a  clay  and  work 
up  to  12.  Emphasis  would  be  on 
the  Spanish  market,  with  a  great 
deal  of  programing  for  Italians. 
Some  time  would  be  devoted  to 
local  English-language  programing. 

Channel  .17  in  Paterson  would  al- 
so cover  New  York  City  which  has 
a  population  of  about  1 ,200. 000 
Spanish-speaking  people,  about  the 
same  as  in  Los  Angeles.  Instead 
of  Mexican,  however,  the  greatest 
percentage  would  be  Puerto  Rican 
and  Cuban. 

The  channel  37  allocation  is 
complicated  l>\  the  request  ol  the 
Radio  Astionoim  Group  ol  the 
University  ol  III.  which  wants  to 
use  the  channel  lor  space  research. 

Weigel  Broadcasting  Co.  in  Chi- 
cago has  been  granted  a  license  lor 
channel  26  in  that  city,  but  has  not 
yd  begun  broadcasting.  Call  let- 
ters assigned  are  WCIU. 

I  he  interest  in  spec  talized  uhf 
tv  has  reportedl)  been  propelled  by 
the  FCC  decision  to  require  all 
future  tv  seis  to  be  equipped  Foi 
both  \hl  and  uhl  reception.    Span- 


ish tv  specifically,  has  been  boosted 
h\  newly  available  video  tape  pro- 
graming. Only  a  few  stations,  such 
as  those  in  Fresno  and  Denver,  have 
shown  interest  in  programing  in 
Spanish  previously.  ^ 


SOMBRERO 
(Continued  from  pa^e  73) 

a  splendid  public  service  in  the  in- 
terest ol  the  nation." 

Spanish  radio  stations  are  no 
strangers  to  public  service  in  othei 
ways.  Active  participation  by  man 
agement  and  employees  in  civic  af 
fairs  and  functions  is  a  must  for  all 
at  KI-.VT,  Tucson. 

To  further  its  public  servia 
work,  KAPI,  Colorado  Springs  ha 
an  advisorv  board.  These  leader 
guide  KAPI  on  programing,  per 
sonalities,  commercial  acceptance 
and  provide  a  sounding  board  fo 
the  station. 

In  support  ol  the  annual  Puertcj 
Rican   Parade,  WBNX,   New  Yuri, 
staged    a    Marathon,   raising    thot;» 
sands  of  dollars.   The  success  of  th 
Marathon,  the  station  noted  "is  aij 
unmistakable  sign  of  the  true  spin 
of    the    Puerto    Ricans   who    toda 
live  in  and  near  New  York." 

In  a  like  manner,  KFSC,  Denvt 
has  spurred  the  creation  ol  tli 
Good  Americans  Organization,  con 
posed  of  Spanish-speaking  peopll 
Founder  and  president  of  GAOj 
KFSC  owner  Francisco  Sanchez. 

That  the  Mexican  Americai 
have  deep  roots  in  the  Unite 
States,  despite  their  favoring  tl 
Spanish  language,  is  illustrated  I 
the  Fourth  of  July  celebratic 
staged  b\  KLOK,  San  Jose/Sa 
Francisco.  Some  25,000  went  to  tl 
Santa  Clara  Eairgrounds  to  he 
special  entertainment  from  Mexic 
with  a  fiesta  touch  added  to  thetr 
ditional  fireworks  and   picnics. 

Similarly,  KGST,  Fresno  inaug 
rated  their  Inst  annual  Mothe 
l)a\  events.  I  he  Fresno  fairgroun 
were  leased  for  the  occasion,  wi, 
more  than  5,000  participating  in 
picnic  and  celebration  lor  the  "n 
dies'    among  the  local  residents. 

That  Spanish  radio  stations  3 
setting  high  standards  is  ilhistr.it 
by  recent  awards  to  KCOR,  a 
\ntoiiio.     1  lie    Ie\.is  Broadcasts 

SPONSOR   S    |i  t  \    \9 


\u.ini  loi  lit  si  I  ,o<  .il  New i  and  foi 
best  Iik.iIIv  produced  musical  com 
mcii  ill  were  presented  to  M  OR, 
s.i 1 1  \ 1 1 1 < >i 1 1 •  >.  the  hisi  time  the) 
ut  n  ( \ 1 1  aw arded  i>>  .i  Spanish  Ian 
guagc  siai  ion. 

\\  lult  onl\  one  S|>.iin>li  i  adio 
>ui  ion  is  i  ill  rcntl)  dm  the  in  2  I 
hours  i  1 1 . i v  (K.WKAV) ,  ai  least  <>iu 
more  will  join  ii  i h i>  Septembei 
\\  I  \i;  Miami  \\  I  \r>  reports  il 
h.is  been  i  mining  "sold  out"   I  hui  s 


WHOM 


Kennedy  interviewed 
m     I  inn. in    Roman,    WHOM.    N<  m 
>ik  speci.il  t  \i  ins  reporter,  interviews 
ttorn<  \     (.<  nt  i al     Robei i     Kennedy. 

trnitw    look   pl.ttf  in   In. hi  (i|   S|).m 
'"■I  hoi  id 


\  through  Sunday,  .i  strong  indi- 
iidii  ni  the  mii  i  ess  dI  Spanish  ra- 
ti  in    us    market.     IVF  \l».   com 
rating  mi  the  Spanish  growth  in 
i  tun.  notes  thai  the  Miami  I /<  i 
/  now   publishes  three  pages  on 
ekend.s,  .ill   in   Spanish. 
From  .i   I. it  ilii  ies  standpoint,   ai 
!•«(  ilut  t  othei  stations  are  worth) 
note    W  1  \V  Washington  is  the 
l\  lull  lime  Spanish  radio  broad 
soleh    on    fm.    Like   its  am 

interparts,  \\  I  \\  carries  a  lull 
it'dult    devoted    to   news,   musi< . 

1  othei  i\ pes  ol  shows. 
':.  tin  Southwest,  \l  1  ( ).  I  1  P. iso 
operates  <>n    150,000   watts 
Links    to    iis    being    located    in 

mi  "i .  ,ind  lays  c  l.iim   to  being 

most  powerful. 

md  in   Philadelphia,  WIN     is 

>tinu  us  power  from  250  w.uis 

10,000  watts.   "\\  hen  this  is  com- 
the    station    reports,    "we 

considering  increasing  out  Span 
graining  to  75',' .    ( )ur  pres 


•  in     i')'  ,    is   . ompli  it  K    sol.l    out 
Noteworth)  ol  the  sell  oui   is  thai 
we  have  no  s.iit  %  ,i,  p  irtmeni      \ll 
orders  are  voluntai  il)  plat  ed  b) 
vei  i  isei  s 

I  In-  miinlii  i  ol  stations  do 
to    the    Spanish    languagt     is    also 
growing     New    \l<  xico  last  month 
got  us  set  (Hid  lull  i  nut  Spanish  sta 
Hon     KRDD,   R.osw(  II   is  covei 
the  Roswell  \i  tesia,  (  ai  Isbad  art  a 

Among  those  stations  who  devote 
onl)  .i  portion  ol  theii  program 
to  Spanish,  kt.l  I  .  Bakersfield,  (  a] 
ifornia  is  typical  ol  .i  numbei  ol 
stations  which  take  advantage  >>i 
l>.uot  lii.il  habits.  Located  in  an 
area  where  man)  <>l  the  residents 
.in-  engaged  in  farming,  K(  .1  I  s 
Spanish  broadcasts  are  carried  in 
the  earl)  morning  hours,  starting 
ai  1:30  a.m. 

1  loin  .in  editor's  standpoint,  il 
should  be  noted,  man)  ol  the  exam 
pies  cited  herein  are  nearl)  uni- 
versal among  Spanish  broadt  asters, 
though    attributed    to    individual 

sl.ll  lolls. 

I  hough  the  pattei  n  ol  program 


ollv 

S|>.inisli     nations       Majoi 

hist  ball 

provided  b)  K\\  k\\    Kl  \  I    n 

ton,  and  \\  IK  'M    N  I  he 

lit;  i w   in  othei  s|,. . 

Il.l\  I   llllll). 

shij)  fighi  from  P  l< ii o    \\  nli 

us    S|..niis|i    appeal,    W  1 1< )  \l 
able  to  rack  u|>  an  impi 

I  .11  r  P 

S|i.inisii  listei 

k\\  K\\       .ilso      his  ■.  Ii  il 

unique  situation,   in   thai    K  I  I  \ 
Los  A  i         i  sponsors  il      P 
I  oui  ii. inn  in  ol  Roses  on  radio 
t  oui  aging  Spanish  s|,t  il  iplc 

to  \  i<-w  on  K  1  I  \    and  lisi-  • 
Spanish  account  on  radio 

I    VCll     III     lilt      III   Ws     ,l|,     I       ill,    • 

unusual  situat  ions    K  1 1  \    Ph i\ 

repot  is  ii  is  the  ouh  station  Ii  <• 
,i  diret  i  news  w  ire  to  Fvfexii  o  (  n\ 
I  hough  the  slat  ion  is  in  the  Unii 
States,  ilns  feature  has  |>io\ 
t  itlttl  .issi  i  m  |>to\  iding  do 
foi    listeners  to  then    native  t  oun- 


Felicitaciones  y  Mucho  Exito 
le  desea 

Sinnush^^^^yflUiirkd  (( /Yon/ 

a 

Chisholm,  Baur  &  Neil,  Inc. 

Especialistas  in  mercados  latinoamericanos 


Ml 


Miami's    1st   All-Spanish    Voice    is   the 
Preferred  Station  of  263,995        Latins! 


These  national  advertisers  agree    WMET  in  1963 

•  PfBlo   Bi«m  'I  •  I)  .    tm 

•  Cimr-I    Tig  irrt'r 

•  Brrrtt    Drtrrarnt  •  I  •  k    Hilirill, 

Warner    L.imhffl    Prnrluft*  •  Pro.,    i 


•  Bnrdrn  ■        Mil-!    I 
Cindrntrrl    M.Ik 

•  f.r*>riiund    Bu.r* 

•  ■■ttlM 

•  National    Brrr 

•  Wtn*|..n    CigarttW* 

•  R»|al    B"r 

•  Saltm    CuarrtU* 

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•  HOBDl*    Oil 

•  Cxi 

•  Dual    Filter 
• 

ftutttW 
Ou*t 


'    For    official    Lat.n    population    break- 
down 

IN  MIAMI.  CALL 

WMET-751-9743 


IN   NEW  YORK    CALL 


W 


212    YU    6-9717 


AFFILIATED  WITH   THE 


Spanish 


^ 


^Ifllarketg 


jVoUJ 


SHSOR 


1 1  n    1963 


*? 


ARE  YOU  DOING 
THE  WHOLE  JOB 

FOR 

YOUR  CLIENT? 

??????????? 

Buy  the  268,000 
"captive"  audience 
served 
exclusively  by .  . . 

KA-PI 

COLORADO'S    ONLY    1 00% 

SPANISH   LANGUAGE 

RADIO! 

Phone,  wire  or  write 

DWIGHT  SHAW 

General  Manager 

Pueblo,  Colorado 

or 

NATIONAL  TIME   SALES 
N.Y.-CHI-L.A.-S.F. 


MADISON  AVENUE  WITH  A  LATIN  BEAT 


Virtually  all  major  agencies  place  advertising  on  Spanish 
stations  today.  A  roster  of  clients  provided  by  KUNO,  Corpus 
Christi  shows  J.  Walter  Thompson,  Ted  Bates,  Benton  & 
Bowles,  Young  &  Rubicam,  SSC&B,  Cunningham  &  Walsh, 
Grey,  Gardner,  and  Grant— among  others-on  KUNO's  list  dur- 
ing 1962. 

Is  there  a  market  for  an  agency  specializing  in  the  Spanish 
market?  Chisholm,  Bauer  &  Neil  believes  there  is.  This  new- 
comer (it  started  only  in  May),  claims  billings  already  of  $1 
million  a  year.  The  figure  seems  high  for  a  fledgling,  but  the 
formation  of  the  agency  represents  the  bringing  together  of  a 
number  of  interests  and  people  who  have  been  performing 
services  in  the  Spanish  field  for  some  time.  Its  clients  include 
Albert  Ehlers,  Vick  Chemical,  Escudo  Rojo  Rice,  Metro  Gold- 
wyn  Mayer,  Columbia  Pictures,  the  ABC  International  Divi- 
sion, and  quite  a  few  more. 

Chisholm,  Bauer  &  Neil  is  currently  placing  radio  business 
in  the  New  York  market,  but  looks  forward  to  moving  into 
Miami  and  the  Southwest  and  Far  West  before  the  year's  end. 

The  agency  feel  strongly  that  the  market  potential  is  there, 
that  advertisers  aren't  spending  enough  now.  Total  U.  S.  ad- 
vertising equals  about  $67  per  person,  which  corresponds  to 
a  per  capita  income  of  $1,825,  the  agency  notes.  "Per  capita 
income  of  the  U.  S.  Spanish  population  is  45%  lower  than  the 
national  average.  Hence,  the  corrected  per  capita  ad  budget 
for  Spanish  America  should  be  $37.  On  this  basis,  the  $1,458,- 
050  residents  of  Spanish  New  York  should  be  accorded  an 
annual  advertising  expenditure  of  $53,947,850. 


3H3 


Fresno's  100%  Spanish  Station, 
Selling  to  149,000  Latins  in 


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speaking     consumers     within     our     If XEX    233-8803 

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~w 


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CHA!    CHA!    CHA! 
IMATED-AUTOMATED   SPANISH    RADIO! 

st  Con- 
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lightning!    In  the  streets,  -in  _^ 

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78 


SPONSOR    S    JUL! 


PINPOINT    SALES    EFFORT    FOR    YOUR    PRODUCTS    TO   2,643.863    LATINS    IN 
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Represented  by 


TW 


Tele  Radio  &  Tv  Sales.  Inc 
733  3rd  Avenue.  NY  17 
212  YU  69717 


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Los  Angeles;  HO  6  7279 
San  Francisco:  YU  2-9933 
Chicago:  Enterprise  7439 
St.  Louis.  Enterprise  7439 


Anbnioj^^j 

I V^     *  XE 


XEGNK,  Laredo 
»XERI.  McAllen  *^  \ 


IT'S  NEVER  HAPPENED   BEFORE! 


:;: 


The  76  mayors  of  Puerto  Rico  presented  an  award  to 
WADO  for  "extraordinary  services  to  the  PUERTO 
RICAN  community  of  New  York,"  another  reason  why 
advertisers  of  distinction  use 

WADO 

1280   K.C. 
"The  Award  Winning  Station" 

You'll  want  to  know  WADO's  3-M  story  (Media-Merchandising- 
Marketing)  with  specific  recommendations  on  how  you  can  attract 
more  new  customers  and  build  stronger  brand  loyalty  for  your  prod- 
ucts. Write  today  to 

SYDNEY   KAVALEER 

WADO 

1280   in    New   York 

444   Madison  Avenue 

New  York   22.   New  York 

Tin'  on/%    nmird  ever   made  to  n   mrtlium    in    Sen     York    bj    the    Hayor't     iMorutfton 
of  Puerto  Rico. 


Your  ad  budget  may  top 

$20,000,000  but  you'll  still  be 

just  another  brand  "X" 


Ii 


to  5,000,000  consumers  in 
the  west  and  southwest. 


Your  advertising  efforts  might,  by  the  stretch  of  a  slide  rule,  reach  a  segment  of  the  fastest  gn 
ing  market  in  the  US  today ...  Spanish .. .  (they  have  been  known  to  read  an  occasional  newspsi 
or  magazine)  but  if  you  want  to  sell  them  the  best  way  is  to  learn  about  the  7  lively  SINS. . .  Spa  j 
International  Network's  7  exclusive  all-Spanish  language  TV  stations... singular  to  the  moret 
5,000,000  Spanish  consumers  in  the  West  and  Southwest  in  language  and  emotional  appeal. 
Call  Spanish  International  Network  Sales,  247  Park  Ave.,  N.Y.- telephone  OX  7-0585. 


I 


SPANISH   INTERNATIONAL  NETWORK  SALES.  247  PARK  AVENUE.   NEW  YORK.  NEW  YORK   •   TELEPHONE 


OXFORO 

I 


RtCElVED 


jul  1  5  i963 


SPONSOR 

THE  WEEKLY  MAGAZINE  RADIO/TV  ADVERTISERS  USE 


15  JULY  19G3— 40c   a  copy       $8  a   year 


HOLLYWOOD  & 
MADISON  AVE- 

A  NEW  ERA  p  33 


Webs  hail  surge 
of  radio  biz     p. 37 


104  A.FJ 


VVLTON 
BACH 


G£J 


e>*£^ 


PRESIDENT:  James  H.  Gray 

GEN.  MGR.:  Raymond  E.  Carow 

REPRESENTED   NATIONALLY   BY: 
Venard,  Torbet,  McConnell,  Inc. 

IN  THE  SOUTH   BY: 
James  S.  Ayers  Company 


GROUP  W  MEANS  NEW  PERSPECTIVES . . . 


l4MW 


*M 


f§. 


AMERICA:  THE  ARTIST'S  EYE 


series  of  cameo  films  blending  his- 
rand  art.  Fifteen  programs  for  television 
:ing  America's  growth  through  its  art. 
>roup  W-Westinghouse  Broadcasting 
ipany- project.  Dramatically  narrated  by 

March  and  Florence  Eldndge. 

In  one  program  we  watch  a  bare-knuckle 

fight  through  the  eyes  of  American 

litive  George  Hayes.  In  another  we  share 

srn  artist  John  Marin's  view  of  "Tunk 

sin."  "America:  The  Artist's  Eye"  is 


more  than  stunning  visual  sequences.  It's  a 
service  to  television  audiences.  To  our  na- 
tional museums.  To  a  greater  understanding 
of  our  country's  heritage. 

Produced  by  the  combined  talent  and 
resources  of  Group  W,  "America:  The  Art- 
ist's Eye"  represents  a  Group  effort  to  bring 
enlightened  television  to  the  public.  And 
the  Group  W  stations  are  in  the  position  to 
do  just  that.  They  have  creative  manpower, 
management,  and  financial  resources 


GKOUP 


greater  than  the  individual  station, 
have  the  loc:  .vork  can 

match.  These  resources  ret 
portunity  as  well  as  a  respon' 

commur  ivs  neith< 

ual  stations  nor  netwc- 
doing. 

ist's  Eye."  Group  W  derr 

o<  the  broadcasting  Group  to  develo: 

areas  of  responsible  prof  • 


■ 

WBZ    WBZ  TV  BOSTON    WINS  NEW  YORK    WJZ  TV  BAUIMORf    KYW  KYW  TV  CUVUANC 
KOKA    KDKA  TV  PinSBURGH    WIND  CHICAGO    WOWO  fORT  WAYNf    HP1X  SAN  fRANOSCO 


MISSOURI'S 
^^THIRD 

Market! 


mm KW0 SPEAKS 

A8&  itsreNsf 


•M*-- 


v» 


HOOPER-MARCH  1963 

(mitr.opoi.itan) 

monday  thru  friday 

7:00  a.m.  —  12  00  noon  12  00  noon  -4  00  pm 

KWTO  .403  KWTO     41] 

Sljlton  6    30  5  Srinon  8  34  9 

Station  C 15  4  Station  C  10  3 

Slat. on  O 11  ^  Slal.on    D  7  1 


"fof a >  Watching 


SPRINGFIELD. 
MISSOURI 


PEAHS0N  NATIONAL  REPRESENTATIVES 


'SPONSOR 


15  JULY  1963 

Vol.  17  No.  28 


Key  Stories 

33     WHAT  HOLLYWOOD  DOESN'T  TELL  MADISON  AVE. 

Coast  tv  film  producers  admire  agencies,  sponsors 
for  cooperation  and  desire  to  lift  standards 

37     NETWORK  RADIO  BUYING  BACK  IN  FASHION 

Impressive  sales  figures  tell  the  story.    Officials 
of  four  major  webs  tuelcome  the  renaissance 

40     CHICAGO  STATION  HAS  NEW  REPORTING  SYSTEM 

WBKB  each  week  mails  master  boards  to  spot  salesmen 
to  provide  complete  information  on  availabilities 

42     SPECIAL  ON  STALIN  PAYS  OFF  FOR  ADVERTISERS 

NBC  White  Paper  on  Soviet  leader's  death,  sponsored 
by  Scott  Paper,  Upjohn,  reached  12.6  million  homes 

44     TO  PICK  WINNERS:  OUIJA  BOARD  OR  JUDGMENT? 

Nielsen  eight-year  study  of  top-ten  evening  shows 
reveals  "corner"  by  certain  advertisers,  agencies 

Sponsor-Week 


11 

Top  of  the  News 

58 

Radio   Networks 

54 

Advertisers  &  Agencies 

58 

Tv  Networks 

62 

Stations  &  Syndication 

66 

Representatives 

53      Washington  Week— broadcast  ad  news  from  nation's  capital 


Sponsor-Scope 

19      Behind-the-news  reports  &  comment  for  executives 


Departments 

31  Calendar 

SO  Commercial  Critique 

16  Data  Digest 

30  555  Fifth 

64  Newsmakers 


6  Publisher's  Report 

70  Sponsor  Masthead 

70  Spot-Scope 

46  Timebuyer's  Corner 

69  Viewpoint 


SPONSOR  ®  Combined  with  TV  ®  U.S.  Radio  ®  US    FM  ®.     ©  1963  SPONSOR  Publica- 
tions  Inc.      EXECUTIVE,    EDITORIAL,   CIRCULATION,     ADVERTISING    OFFICES:    555    Fifth 
,,,         Ave,  New  York  17.     212  MUrray  Hill  7-8080.     MIDWEST  OFFICE:  612  N.  Michigan  Avt.. 
f*,   Chicago   11.   312-664-1166.    SOUTHERN   OFFICE:    PO     Box   3042,    Birmingham   12.    Ala    205- 
l'l»>0  322-6528.    WESTERN  OFFICE:  601   California  Street,  San  Francisco  8,  415  YU    1-S913     Los 
»*  Angeles    phone    213-464-8089.      PRINTING    OFFICE:    3110    Elm    Ave.,    Baltimore    11.    Md 
SUBSCRIPTIONS:   US    $8  a  year.  Canada  $9  a  year     Other  countries  $11    a  year.     Single 
copies  40tf.    Printed  USA.    Published  weekly     Second  class  postage  paid  at  Baltimore.  Md 


SPONSOR    15   jri.Y    19631 


WE'VE  GOT 
AWAY 
WITH 
WOMEN 

In  4  Station  Detroit 

WJBK-TV 

(Metro  Share*) 


45.6% 

9  AM  to  5  PM 


STATION  B 
STATION  C 
STATION  0 


27.8% 

17% 

95% 


Call  your  STS  man  for  life- 
saving  details  He'll  show  you 
how  Channel  2  can  come  to 
your  rescue  with  more  sales. 

...         W        ».,     w,. 


WJBK-TV 


CBS   I  hJ 

DETROIT 


2 


I  MkfTS 


STORER 

■ 


>TciKKK    Tr  I   r  \ 

>  \l  r -    is. 

R»pr»«»nt«!i>»«    for    (II 
Slor«r    •-  laltMU 


METRO-GOLDWYN-MAYER  TELEVISION  PRESENTS 


View  from  me  Lion's  Den 

The  New  Wave  in  Kids 

■  At  times  it  seems  we're  being  inundated 
by  kids.  Moppets  or  monsters,  there  are 
more  of  them  today  than  ever  before.  Good 
for  a  laugh,  a  Good  Humor,  a  good  night 
kiss  and  at  times  good  for  nothing.  The 
wiles,  the  gall  and  guile  of  kids  communi- 
cate, however.  Probably  a  very  basic  reason 
why  the  medium  of  TV  and  kids  has  clicked 
so  big.  The  new  TV  season  is  going  to  have 
two  new  waves  of  kids  breaking  on  the 
home  screen.  Not  just  new  faces,  but  new 
TV  experiences  that  will  really  communicate 
with  kids  — and  with  adults. 

■  Strangely,  the  waves  are  100  years  apart 
from  each  other.  Kids  of  another  era  are 
Jaimie  McPheeters  and  the  four  Kissel 
boys;  Lamentations,  Micah,  Deuteronomy 
and  Leviticus.  Already  you  suspect  some- 
thing out  of  theordinary!  It's  true.  And 
it's  grand.  THE  TRAVELS  OF  JAIMIE 
MCPHEETERS  goes  back  to  the  gold  rush 
days,  to  spirit  and  humor  and  adventure  of 
Huck  and  Tom,  Twain  and  Harte.  Jaimie's 
a  true  gem  to  TV— transplanted  right  out  of 
Robert  Lewis  Taylor's  Pulitzer  Prize  novel. 
Everyone's  going  to  wish  he  could  have 
been  Jaimie  on  his  big  adventure  West. 

■  This  is  a  really  big  show.  Big  cast.  Big 
entertainment.  Big  premiere  is  Sunday, 
September  15   at  7:30   NYT  on  ABC -TV. 

■  An  interesting  aside  about  the  scope  of 
this  series  is  that  the  Kissel  kids  are  played 
by  the  Osmond  Brothers,  the  quartet  that 
made  a  hit  on  the  Andy  Williams  Show 
(and  have  recorded  an  album  of  those 
songsonthe  MGM  label).  They  also  do 
Jaimie's  theme,  which  should  roll  over  the 
air  waves  to  a  hit  this  fall. 

■  And  then  there's  the  other  new  show 
about  kids  — the  contemporary  story  of 
high  school  students  and  their  teachers.  It 
has  the  real  beat  of  our  times.  (But  not 
beat  kids.)  You'll  see  them  in  their  natural 
habitat  through  the  experiences  of  their 
young  English  teacher.  That  young  teacher 
is  MR. NOVAK,  which  is  also  the  name  of 
the  series.  It  comes  on  strong  7:30  NYT 
Tuesdays,  NBC-TV,  September  24. 
Altogether,  it's  a  bright  crop  of  kids  in  TV's 
future,  the  stations  and  the  viewers. 


PUBLISHER'S 
REPORT 


One  man's  view  of 
significant  happenings  in 
broadcast  advertising 


One  friendly  note  deserves  another 

Dear  Norm: 

This  is  a  friendly  note  to  point  out  an  inconsistency  in  the  1 
July  issue  of  your  Publisher's  Report.    Your  editorial  read: 

"Remember  that  radio  is  one  medium  which  neves 
gets  full  credit  for  all  listening.    There  is  no  known  sys- 
tern  of  measuring  radio  listening  that  can  count  up  all  the 
multiple-set   in-home   and   out-of-home   listening   which 
really  goes  on.    So,  in  actuality,  you  generally  get  more 
than  you  bargained  for  when  you  buy  radio.   The  major 
auto  manufacturers  have  learned  this  in  recent  years  and 
are  taking  full  advantage  of  it." 
You  will  recall  that  when  we  had  dinner  in  San  Francisco  I 
explained  to  you  how  the  automobile  companies  were  using  our 
data  for  the  past  three  years  because  our  methods  show  the  mul- 
tiple-set in-home  and  out-of-home  listening  which  goes  on. 

On  page  16  you  have  a  very  fine  report  and  make  the  point 
that  we  are  measuring  total  listening  at  home,  in  automobiles, 
etc.   As  you  see,  you  have  an  inconsistency  in  the  same  issue. 

And.  again,  I  want  to  point  out  that  ours  is  the  only  method 
on  a  people  basis  that  measures  total  radio — the  thing  you  hau 
been  preaching  as  long  as  I've  known  you,  since  1948. 

Sincerely  yours, 
(signed)   Albert  E.  Sindlinger 


Dear  Al: 

Nobody  has  more  admiration  for  your  radio  measuring  meth- 
od than  I.  You've  always  worked  hard  to  give  radio  a  fair  shake 
during  a  period  when  listening  has  become  as  personal  as  the 
toothbrush.  You  may  recall  that  1  even  wrote  an  editorial  de 
signed  to  get  the  networks  to  buy  your  radox  svMcm  m>uk 
years  back  because  it  represented,  to  my  thinking,  the  closes! 
approach  to  giving  the  medium  credit  lor  total  home  tune-in. 

But  not  even  you  can  give  the  medium  KM)C{  credit  lor  all 
tune-in.  If  you'll  reread  the  paragraph  from  my  editorial  quoted 
in  your  letter,  you'll  note  that  I  use  the  word  "all.''  Neither  you 
nor  anyone  else  can  give  radio  lull  credit  lor  all  tune-in. 

My  job  is  not  only  to  point  out  the  efficacy  of  your  methods 
It  also  requires  that  I  help  build  fullest  warranted  appreciatij 
anion"  advertisers  and  agencies  lor  the  great  radio  medium. 


Sincerely, 


'p-T-t-t-t/ 


SPONSOR/ 15  july   196: 


DON'T  BOTHER  TO1 
COUNT 'EM 

THERE  ARE 

1,760,000  WATTS  ON 


K 


(ERP) 


TV 

NOW  THE  MOST 

POWERFUL  UHF   IN 

THE  UNITED  STATES 

^  FOR 

BAKERSFIELD 

g  CALIFORNIA 

eee 


» 


■7k 


PONSOR    15  jum    1963 


there's  no  question  about  ratings 
in  Minneapolis -St.  Paul 


WCCO  RADIO  DELIVERS 


July-Dec,  1960 


SOLID 

ACCEPTANCE 


Picking  the  top  station  is  no  problem  in  the 
Minneapolis-St.  Paul  market.  WCCO  Radio  is  in 
a  class  by  itself  .  .  .  with  an  enormous  67.5% 
share  of  audience  .  .  .  delivering  twice  as  many 
listeners  as  all  other  stations  combined!  It's 
been  this  way  year  after  year.  Solid  acceptance 
as  WCCO  Radio  steadily  and  consistently  en- 
hances its  remarkable  audience  leadership. 
For  the  advertise',  this  means  top  coverage  of  a 
giant  124-county  market.  Actually  two  markets 
in  one:  5-county  Twin  Cities  metro  area  plus 
119   surrounding   non- metropolitan   counties. 


WCCO 

RADIO 


MINNEAPOLIS  •  ST.  PAUL 

Northwests  Only  50.0O0Watt    1  A  Clear  Channel  Station 

Sou.c.i     N..I..O 


! 


Represented  by 

CBS 


•  •  •  RADIO 

;;;  spot 

•  ••  SALES 


NO  OTHER  STATION 

CAN  MAKE  THIS 

STATEMENT 

5  CONSECUTIVE  YEARS 


MOBILE-PENSACOLA 

WwiAlwu 

maJMW 


TjTTTTT 


1962  1961  J960  1959 
ebruary  March  1963  f       1 

r 


Tin 

DZL. 


TTT 


50%  SHARE  of  AUDIENCE 


Exception  To  The  Rule 

WKRG  -TV — Mobile— Pensacola 

has  averaged  50%  or  more  share  of 
audience  in  every  March  ARB  measurement 
since  1959.  from  9  a.m.  to  midnight.* 


® 


Represented  by  H-R  Television,  Inc. 

or  call 

C.   P.   PERSONS,  Jr.,   General   Manager 


@ 


10 


*3  station  VHF  market. 
SPONSOR    15    |i  iv    1963 


'SPONSOR-WEEK 


Top  of  the  news 
in  tv/radio  advert 
15  JULY  1963 


Tobacco  to  filter  ads?  ["obacco  Institute 
urged  last  week  that  companies  exercise  good 
judgment  in  content  ol  radio-M  programs 
sponsored  Foi  cigarettes  rathei  than  Follow 
arbitrary  limits  ol  certain  acceptable  hours 
Foi  airing.  Majoi  aim  should  be  t<>  l >\ | ».ivs 
programs  geared  Foi  young  audiences,  and 
instead  reaffirm  industry's  position  thai 
smoking  is  custom  Foi  adults,  Featuring 
.idiihs  111  .ids.  Ii  is  hoped  tins  will  eliminati 
Feeling  thai  tobacco  Firms  are  trying  to  ai 
ti.ui  young  smokers  through  .ids  thai  Fea 
ure  glamor,  sex,  and  sports  personalities,  01 
via  sponsorship  ol  shows  aimed  ai  terns,  in- 
stitute piew  George  V.  Mien  s.iid  this  is  iii 
line  with  industry's  receni  decision  to  drop 
college  campus  advertising  and  promotion. 
Institute  stressed  it  doesn'l  attempt  to  moni- 
toi  01   regulate  1 1  ^  members,  and  details  ol 

its  suggestions  will  have  to  l>e  worked  out  l>\ 

individual  companies.  It  represents  six  ma 
j<>i  cigarette  manufacturers  and  seven  othei 
tobacco  lunis.  I  ,ist  year's  t\  revenue  From 
tobacco  .ids  totaled  |]  18  197  500 

Smoking  rises:  Despite  the  Furoi  ovei  to 
bacco,  cigarette  smokers  continue  to  in- 
tie.ise.  In  1962,  62.5  million  men  and  wom- 
en were  counted  puffing  ,iw.i\  In  the  (J.  s 
Department  ol  Agriculture,  againsi  61.0 
million  in   1961 . 

Racing  fans  furious:  Racing  Fans  have 
come  thundering  down  the  FCC  track  to 
trample  the  agency's  proposed  curtailment 

ol  broad)  .istni._;  hoi  si-  i.n  ing  .ind  lesiilts  I  ed 
l>\  the  National  Association  ol  Broadcasters 
the  protests  (.died  FCC's  proposed  limits  on 
amount  and  timing  ol  racing  news  uncon- 
stitutional, censorship  ol  programing,  and 
selective   discrimination   againsi    one   sport 

I  he  typical  F(  (  use  ni  ,i  blanket  category 
to  exempt  races  with  purses  ovei  (25,000 
w.is  scored  .ts  discrimination  againsi  smallei 
communities,  and  no  deterrent  to  gambling 

II  the  FCC    is  won  icd  about  illegal  gambling 


nil     I  h<      li.lsls    •  it     liH  i.idi  .isis    .111*1     ti 

only  i. in  way  to  deal  w tdi  it  .  l>\ 

i  .is,   I ,.isis   s.inl  NAB 

World  Town  Meeting:     R  quarterly 

In i i.nl(  isis  of  Town  M»  II  orld 

.it (   pl.iimi  d  si. ii  tin-  ni  i In    Fall  by  <  BS    I  \ 
ii illi <w  ing    List    w(  i  k  s    mi,  .  i  ssiul    pi<  mi( 
linking  world   leaders  via    felstai    satelliti 


sin  iw  ii    (above      dui  ing    the   br<  >ad<  i 
l< u liui   President   Eisenhowei  on  hit  screen 
From  Denvei  and  Formei  British  Prime  Mm 
istei    I  d(  n   From    I  ond<  in   t  in   i  ighi    m  i  <  <  n 
\ik  In  >i    man   Waltei   (  1 1  >nkit<    sits  in   Fo 
gi  ound. 

ARB  adds  clients:  Doherty,  <  lifford   N 
\    Mk  nluld:    Fleti  hei    Rii  hards    <  alkiru 
I  [old<  n;   I  ill  I  c  i   \  Smith  ft   Ross    Keu  hum, 
M.u  Leod   R    Grov<      Mora      ind    I     IVa 
I  hoinpson     (Chicago     are    nets    clients   ol 
Mm  i  K  .in    K(  s<  art  h    Bui  eau      ARB   rep 
(6  ol  top  50  agencies,  in  terms  ol    1962  t\ 
billing,  and  .ill  ol   top  t<  n  ag  in 

the  Fold. 

Minow  unfair?  Screen  Actors  Guild  publi 
cation  Foi  |ul\  August  places  Formei  i<  i 
Chairman  Newton  Minow's  new  affiliation 

I  in  \(  l..p(  di. i   In  in. inn  a,  on  ll       I  I 

I  Mm,  by  SAG's  board  is    b 
refusal  to  sign  Guild   B  u 

foi  \  ii  'In  ions  w  hn  h  (  aused  the  cancel 

•  .1  i Inn  conti a< 

SPONSOR-WEEK  continues  on  page   12 


DNSOR    15    |in     1963 


II 


'SPONSOR-WEEK 


Top  of  the  news 

in  tv/radio  advertising 

(continued) 


Sponsored  sports  shrinkage:  Pro  sports 
telecasts  are  being  blacked  out  locally  in  fa- 
vor of  ticket  office  take  to  an  inexcusable 
degree,  according  to  a  Paducah,  K\..  NBC 
affiliate,  WPSD-TV.  Democrat  Rep.  Frank 
Stubblefield  of  Kentucky  has  come  to  the 
rescue  with  a  hill  to  lix  a  75-mile  limit  for 
blackout  of  local  tv  lot  sports  telecasts  when 
local  teams  are  playing  the  home  site.  The 
legislation  will  further  umpire  a  1961  law 
that  exempts  tv  pro  sports  broadcasting 
from  antitrust  penalties,  provided  telecast 
agreements  do  not  exclude  any  territory  be- 
yond that  of  a  club  team  playing  on  home 
ground.  Distances  involved  were  discretion- 
ary with  sports  leagues.  The  bill  was  only 
explicit  on  limiting  to  a  75-mile  distance, 
blackout  of  football  games  when  local  inter- 
eollegiates  were  playing.  Rep.  Stubblefield 
would  pin  the  75-mile  limit  on  blackout  of 
all  professional  sports  telecasts,  ending  the 
discretionary  stretching  now  said  to  black 
out  tv  sportscasts  in  some  areas  up  to  12:*» 
miles  from  the  home  team  field.  The  Ken- 
tuckian  calls  the  pro  baseball,  football,  hoc- 
key and  other  game  telecasts  "among  the 
most  popular  and  entertaining"  on  the  air. 
He  said  the  public  has  a  right  to  see  them 
—a  point  of  view  which  will  sit  well  with 
sponsors  who  underwrite  the  tv  costs. 


lv  warned  broadcasters  and  advertisers  dur- 
ing Investigations  Subcommittee  hearings 
that  the  pay  t\  spectre  is  huge  on  the  wall  for 
all  to  see,  and  delinquent  and  over-commer- 
cial i/.ed  broadcasters  had  better  look  long. 
Harris  fought  authorization  of  pay  tv  tests 
by  the  FCC,  and  seldom  misses  a  chance  to 
warn  broadcasters  to  mend  their  ways,  or 
the  pale  pay  tv  spectre  could  become  a  \ci\ 
red-blooded  competitor. 

Xmas  show  to  Gen.  Mills:    In  a  five-year 

exclusive  deal.  General  Mills  has  acquired 
tv  rights  to  The  Story  of  Christmas,  a  60- 
minute,  live-and-animated  program  pro- 
duced by  Tennessee  Ernie  Ford's  Betford 
Corp.  Ford  will  narrate  the  story  as  well  as 
sing  the  carols  and  Charles  Tazewell,  author 
of  "The  Littlest  Angel."  has  been  pacted  to 
write.  Doyle  Dane  Bernbac  h  is  handling  the 
color  show  for  General  Mills,  whose  commer- 
cials in  the  program  will  be  institutional  in 
nature. 

Agency  merger:      Griswold-Eshleman    of 

('lev eland  has  merged  with  Aubrey,  Finlav. 
Marley  R:  Hodgson  of  Chicago,  effective  1 
July.  G-F  billing  currently  tuns  about  SIT..") 
million,  is  expected  to  hit  S2.r>  million  in 
1964.    Charles  Farran  continues  as  president 


Pay  tv  holding  on:  FCC  has  granted  Chan 

nel  2  Corp.,  conducting  a  Denver  pay  tv 
experiment,  an  extension  of  three  months, 
to  Oct.  3rd  to  get  its  program  under  way  on 
KC'I'O  (formerly  KTVR).  In  the  Fast,  the 
Hartford  pav  tv  tests  by  RKO  General  and 
Zenith  reportedly  will  sweat  out  the  full 
three  year  FCC  trial  authorization  if  neces- 
sary, to  prove  the  pav  ostein  can  work.  First 
anniversary  of  the  operation  was  passed  this  of  Griswold-Eshleman  while  Kenneth  Hill. 
month,  with  no  one  backing  down  at  the  executive  vice  president  ol  A.FM&H,  retains 
one-year  agreement  to  review  progress  title  as  head  ol  new  Chicago  office.  Hill  and 
even  though  returns  have  been  far  from  Farran  (right)  try  new  sign  (above)  forChi- 
spectacular.    Rep.  Oren  Harris  has  constant      cago  office  after  announcement  ol  merger. 

SPONSOR-WEEK  continues  on  page  14 


VI 


SPONSOR    15   Jil.v    l!<< 


I^^B 


Until  Repei  toire  VVoi  kshop. 

M  the  thousands  ol  show  business 
lopefuls  who  ea<  h  yeai  struggle 
"i  m  ognition,  Mai  lyn  Mason 
isoneol  the  lu<  k\  ones.  She's  been 
signed  foi  a  stai  i  ing  role  on 

kIu.in  this  fall.  Soon  everyone 
\  ill  know  her  l.u  e  and  name. 

"i  Marlyn,  the  big  break  i  ame 
ivhen  she  made  a  hit  in  an  original 
ile\  ision  re\  tie,  lot  ,ill\  produ<  ed 
>vk\\i  1  os  Vngeles.  for  showing 
>n  Repertoire  Workshop,  .1  35  week 
•enes  of  hall  hour  shows  devoted 


to  drama,  musii .  poeti  y,dan<  e  and 
othei  .11 1  loi ins.  l'loilui  ed  jointly 
by  the  five  CBS  Owned  television 
st. 11  ions    m-\ en  I1.1II  hours  from 
ea<  h  si. 11  ion  .ind  broadt  .isi  on  .ill 
five  stations,  Repertoire  Workshop 
is  spec  iIk  .ill\  designed  to  gh  <■ 
unknown  and  lessei  known  l<><  .il 
talent  .1  <  ham  e  10  Ik-  seen  and  heard 
l>\  \.ist  audiem  es,  \  1.1  the  leading 
tele\  ision  station  in  ea<  h  ol  five  ol 
the  nation's  largest,  most  important 
cultural  centers  rime  called  the 
sci  us". . .  more  than  prais<  woi  thy," 
and  Saturday  />'■    u  u  hailed  1  In 


|)io|i  1  tas".      .in  ambitious  and 
worthwhile  non-network  enter] 

M<  nit  urn  .  Repel  toire  W01  ksl 
1  out inues  week  aftei  w eek  to 

|>lo\  ide  .1  lilr\  ision  shov 

more  new  fa<  es  in  .ill  the  <  1 1 
and  pet  foi  ming  ai  ts  hcl| 
gifted  pei  foi  nuts,  like  M 

Mas<  >n.  make  the  loi  mb 

from  "nobody' 


t<  BS  I  l  1  l  \  IMdN  51  \lin\s 


'SPONSOR-WEEK 


Top  of  the  news 

in  tv/radio  advertising 

(continued) 


Nielsen  changes  NTI:  Changes  and  "im- 
provements" in  Nielsen  Television  Index, 
effective  with  the  new  season,  announced 
last  week,  include  expanded  demographic 
data,  new  and  separate  fast  market-section 
ratings  report,  though  no  changes  in  meth- 
odology. Age  of  child,  children  by  income, 
and  occupation  of  head  of  house  are  added 
and  daytime  program  ratings  will  be  ex- 
panded to  report  audiences  on  a  program 
(maximum  composite  sponsored  station 
line-up)  as  well  as  current  sponsor  (individ- 
ual sponsor  line-up)   basis. 

Bright  Idea:  That's  the  name  of  new  hair 
coloring  to  be  introduced  nationally  by 
Helene  Curtis  this  fall,  supported  with  $2 
million  ad  campaign,  including  network  tv, 
major  market  spot  tv,  magazines,  and  news- 
paper supplements.  "Bright  Idea"  is  said  to 
be  the  first  combination  color  and  styling 
lotion  available  to  retail  customers.  Edward 
H.  Weiss  is  agency. 

Freedom  of  choice:  ARB  study  shows  89% 
of  American  tv  families  received  three  or 
more  stations,  while  19%  say  they  get  seven 
or  more.  Only  3%  say  they  get  one  station. 
59%  say  four  or  more. 

Burnett  for  newspapers:  Leo  Burnett 
has  been  named  to  handle  advertising  for 
"Newspaper  I,"  the  new  group  formed 
(sponsor,  24  June)  to  sell  30  large  daily 
newspapers.  Newspaper  1  will  offer  one  bill 
lot  the  "roup  in  addition  to  selling  both 
quantitative  and  qualitative  aspects. 

Trio  signed  for  summer  Olympics: 
P.  Lorillard  (Lennen  &  Newell),  Schlitz 
(Burnett),  and  Texaco  (Benton  8c  Bowles 
will  sponsor  the  14i/2  hours  (SPONSOR- 
SCOPE,  8  July)  ol  coverage  NBC  TV  will 
give  io  the  1964  Summer  Olympic  Games, 


scheduled  to  open  10  October  1964  in 
Tokyo.  The  network  will  present  daily  tele- 
casts each  evening  during  the  two-week  peri- 
od, with  longer  programs  on  weekend  dates. 
More  than  60  tv  cameras  will  be  trained  on 
the  international  competitors  and  it  is  also 
anticipated  that  the  Telstar  and  or  relax 
satellites  may  be  used.  Winter  Olympics  on 
ABC  TV  were  fully  sold  previouslv  on  a 
participating  basis. 

Vermouth  commercials:  Dennis  &  Hup- 
pert  makes  its  tv  bow  on  tv  today  with 
Chambraise  commercials  on  W'OR-TY.  New 
York.  Spots  for  Boissiere,  company's  dry 
French  vermouth,  will  bow  in  August.  Ad 
ditional  markets  are  being  considered  if  cam 
paign  is  successful.  Agency  is  Tobey  8: 
Crothers. 

Newsmakers  at  deadline:  Walter  A. 

Schwartz  is  new  v.p.  and  general  manager. 
WABC,  New  York.  He  was  formerly  assist- 
ant general  manager.  WINS.  New  York.  He 
succeeds  Harold  L.  Neal,  Jr..  new  president 
of  ABC  owned  radio 
stations  .  .  .  Don  B. 
Curran,  KGO,  San 
Francisco  general  man- 
ager, elected  an  ABC 
vice  president  .  .  .  Alan 
Baker.  NBC  business 
and  trade  public  it \ 
manager,  named  direc- 
tor, program  publicity  SCHWARTZ 
lor  NBC  .  .  .  James  F.  Schmidt.  K&E  Chi- 
cago creative  director,  and  Carl  L.  Yager, 
Detroit  account  executive,  elected  Kenvon 
8c  Eckhardt  vice  presidents  .  .  .  William  J. 
Fahey  is  new  manager,  merchandising  and 
sales  coordinator  for  WNAC,  WNAC-TV, 
Boston  and  Yankee  Network  .  .  .  Henr\ 
Seideu  and  Arthur  II  Hawkins,  associate 
creative  directors,  elected  vice  presidents  ol 
McCann-Marschalk. 

SPONSOR-WEEK  continues  on  page  54 


14 


SPONSOR    15    fUL\     1 


'. 


I  01  years,  oui  metro  share  "i  audit  n<  e  ha* 
hovered  around  '"•'  .  in  prime  lime.  Obvious- 
ly, ii  i-  possible  \i>  gel  anothei  signal,  bul 
most  ni  oui   viewers  are  apparently   '•atisfied 

w  itli  tin-  « 1 1  \  i  ■  i  -iIhiI  fare  we  «»tl«-  i  . 


We  don'l  really  know,  Imi  we  feel  the  re- 
sponsibilit)  keenly,  and  it  keeps  us  on  our 
toes. 

01  course,  we  also  deliver  more  total  fami- 
lies than  anj  station  thai  shares  the  othei 
H)' ,  .*  Vs  ;i  mattei  oJ  fact,  we  compare  most 
favorably  in  total  families  with  man)  stations 
in  far  larger  markets,  where  more  stations 
compete  for  the  audience. 

*ARB}  /     -1/  • 


WCTV 


TALLAHASSEE 


€> 


THOMASVILLE 


BLAIR     TELEVISION     ASSOCIATES 


JR   I  •»    |in     I 


15 


ONE    BUY 
COVERS    THE 

531,847' 

SPANISH 


PEOPLE   IN     / 

NORTHERN 
CALIFORNIA 


SAN  JOSE    •    SAN  FRANCISCO 


FRESNO 

Represented  by 

DON  R.  PICKENS  CO 

*U.  S.  Census,  I960 


FOR  SALE 


Slightly  used  TV  TOWER. 
Only  10  years  old.  One  owner — 
a  Code  Board  Member  (used 
only  19  hours  per  day).  286  ft. 
tall;  70  ft.  antenna  thrown  in. 
Priced  for  quick  sale!  As  stand- 
ing, come-and-get-it  for 
$7,777.77.  Available  August  1. 
Reason  for  selling:  New  Tower 
962  ft.  above  average  terrain 
(740  ft.  above  ground)  delivers 
529,300  TV  Homes.  Greater 
coverage  in  Wheeling/Steuben- 
ville  Market  also  for  sale.  For 
used  TV  Tower  or  more  TV 
Homes,  contact  Exec  VP  Bob 
Ferguson,  VVTRF-TV,  Wheel- 
ing 7,  West  Virginia. 


"DATA  DIGEST 


Basic  facts  and  figures 
on  television  and  radii 


Move  toward  standardization 

Progress  in  standardizing  research  breakdowns  for  media  comes 
in  the  release  this  week  by  the  4A's  ol  "Recommended  Break- 
downs lor  Consumer  Media  Data."  In  consultation  with  media 
and  research  organizations,  the  4A's  research  group  prepared 
standards  which  give  promise  of  being  followed  by  advertising  in 
general.  Recommended  standard  breakdowns  lor  households 
(one  part  of  standards')   are  as  follows: 

Additional  data 
I.    Data  for  households:    Minimum  basic  data  highly  desired 


A.    County  size: 


Size  A,  B,  C,  D 


B.    Geographic  area: 


Metropolitan  Area 
Non  Metro  Area 

Farm 

Non  Farm 


Urban 
Urbanized  Areas 
Central  Cities 
Urban  fringe 
Other  urban 
Places  of  10.000 

or  more 
Places  of  2,500  tc 

10,000 
Rural  places  of 
1,000  to  2,500 
Other  rural 
Metropolitan  Area: 
1,000,000  and  over 
500,000-999,999 
250,000-499,999 
100,000-249,999 
50,000-  99,999 


C.   Geographic 
region: 


New  England 
Metro  New  York 
Mid  Atlantic 
East  Central 
Metro  Chicago 
West  Central 
South  East 
South  West 
Pacific 


North  East 
North  Central 
South 
West 


D.   Ages  of  children: 

No  child  under  18 
Youngest  child  6-17 
Youngest  under  6 

Youngest  child  12-17 
Youngest  child  6-11 
Youngest  child  2-5 
Youngest  under  2 

1  or  2  members 
3  or  4  members 
5  or  more  members 

F.    Family  income: 


Under  $5,000 
$5,000-7,999 
$8,000-9,999 
Over  $10,000 


Under  $3,000 
$  3,000-  4,999 

$10,000-14,999 
$15,000-24,999 
$25,000  and  over 


G.    Home  ownership: 


Own  home 
Rent  home 


Residence  five  years 
prior  to  survey  date 
Lived  in  same  hou: 
Lived  in  different 
house 


In  same  county 
In  different  count 

H.   Home   character-    Single  family  dwelling 
istic:                              unit 

Multiple  family  unit 

1.    Race: 

White 
Non-White 

SPONSOR    15    pn    l< 


THS  PERSONAL  TOUCH 

300,000  new-car  buyers  in  Illinois.  Indiana.  Michigan  and  W  isconsin  arc  receiving 
personal  cards  ot  congratulation  from  WGN  Radio 

This  is  another  promotion  "hrst"  for  \\^.\         in  Chicago        and  the  nation 
These  cards  provide  a  unique  personal  touch  —  another  important  plu\  tor  \\ 
Radio's   audience   and   advertisers     The   personal    touch   is   the   key   to   listener  — 
and  brand  —  loyalty. 

WGN.  \VG.\  IS  CHICAGO 


SPONSOR   15    11  m    1963 


We  suppress  the  news 

(and  our  audience  likes  it  that  way) 


A  breathless,  blown-up  version  of 
how  Mrs.  Murphy  dented  her 
fender  is  the  kind  of  news  we 
don't  report. 

We  don't  shout  —  to  be  heard. 
We  speak  softly,  but  carry  plenty 
of  what  our  listeners  want  to  hear 
(legitimate  news)  -  -when  they 
want  to  hear  it  (now) . 

That's  how  WFAA  has  learned 
to  grab  attention  and  hold  it  with 
the  "news  more  people  quote." 

And  advertisers  approve.  They 
know  it  works. 

News  that's  actual,  factual,  in- 
depth,  and  often. 

In  all,  nearly  30  hours  a  week. 
Including  something  like  210 
features — weather,  sports,  farm, 
business,  women,  etc.- -plus 
regularly  scheduled  NBC  reports. 
Not  to  mention  thorough,  con- 
tinuous regional,  state,  and  local 
coverage  by  WFAA's  Southwest 
Central  News  staff  of  16  full-time 
reporters,    stringers    in    every 


Southwest  city  and  town  worth 
mentioning,  and  four  mobile  news 
cruisers  on  24-hour  call. 

Providing  news  that  informs. 
The  kind  that  people  turn  on, 
tune  in,  listen  for,  and  believe  in. 

This  makes  for  loyalty.  And  an 
audience  that  responds.  At  least, 
that's  been  our  experience  and 
that  of  our  advertisers.  Let  it  be 
your  experience  too. 

Begin  by  calling  your  Petry- 
man. 


WFAA 

820 


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


18 


SPONSOR    15    iiii 


SPONSOR-SCOPE 


I 


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


15  JULY  1963 


ID'S,  the  one  area  of  spot  tv  which  HASN'T  shown  growth  in  recent  years,  may  get  a 
boost  from  action  taken  by  networks. 

Without  fanfare,  NBC  l  \  a  few  weeks  ago  increased  e\  en  iu^  station  bieak  time 
l iv  two  m  » < ni< Is.  providing  a  lull  ten  lei  ondsoi  time  foi  the  ID.  rathei  than  eight 
seconds.   Nuinlx'i  ot  ai;i'iu  ii-s  au- understood  to  have  provided  itatiom  with  ten* 

second  IDs,  which  in  some  cases  had  to  be  clipped. 

NBC  TV  now  provide!  52  Kconda  within  .1  program,  12  seconds  between  pro 
grams.  Since  the  fall  of  1961,  CBS  rV  has  been  allowing   11'  seconds  between 
lecondl  within  a  program. 

ABC  TV  still  provides  30"  s  and  40's,  though  operationally  it's  understood  that 
extra  second  or  two  might  exist 


Madison  Avenue  is  developing  its  own  group  of  expatriates,  who  are  turning  in  com- 
mutation tickets  for  a  suburban  shingle. 

Weary  of  big-city  stresses,  daily  dashes  to  the  station  at  Westport,  and  pin  hing 
ulc.is  down  the  well  to  see  what  kind  of  splash  they  make,  a  flock  of  gre)  flannel 
executives  have  opened  their  own  small  agencies  in  nich  hinterlands  as  Greenwich. 
Stamford,  Westport  and  in  several  lotus-land  spots  in  New  Jersey. 

Some  are  even  seeking  the  sun.  as  well  as  15  per  cent,  in  places  like  Miami. 
Coral  Gables  and  San  Juan. 

The  escapist  trend  is  also  at  work  in  the  broadcast  field.    Ja\    lleiten.   \\\|U 
TV,  New  Yoik's  sales  chief  is  heading  for  California,  after  a  decade  with  the-  i 
to  teach  English  at  Santa  Barbara  College.    This  switch,  as  one  R<m  kefellei   (  entci 
veteran  observed,  could  well  be  a  matter  of  exchanging  poison  ivy  for  college  i\\. 


Warner  Brothers  and  ABC  TV  plan  to  freshen-up  the  venerable  "77  Sunset  Strip"  se- 
ries this  fall  by  using  cliff-hanger  tactics. 

Scheduled  in  the  fall  cycle  of  the  private-eye  show  is  a  !i\e-p.ut  drama  in  which 
Efrem  Zimbalist,  Jr.,  as  "Stuart  Bailey,"  will  be  involved  in  a  case  which  takes  him 
from  Hollywood  to  New  York  and  hence  to  Europe  and  the  Middle  East  1  ">  • 
tion  shooting  in  New  York  wound  up  last  week.    I  ach  episode  is  60  minutes 

The  show  thus  borrows  what  proved  to  be  a  luccessfu]  gimmick  foi    I 
last  season,  which  shot  up  into  the  Nielsen  top  ranks,  foi  the  fust  time,  with  a  t..  !■• 
continued  story.  The  WB  s  rries  has  bad  two  patters,  but  no  "multiples." 

77  Sunset  Strip,  which  triggered  the  cycle  of  private-eye  dramas,  will  be  in 
sixth  season.  A  trio  of  ex-actors-- Jack  Webb,  once  star  of  Dragnet  and  now  produc- 
tion head  of  W'B's  tv  division:  William  Conrad,  once   st.u    <<i   the   radio   versioi 

Gunsmoke  and  now  producer  of  77;  and  James  I.vdon.  once  moviedom'i     11 

Aldrich"  and  presently  a  key  77  director    now  (.ill  the  ih< 

New  show  policies  on  77  Sunset  Strip  this  season:  more  realism,  less  of  the  old 
ing  of  minor-character  regulars,  and  a  guest  star  polio . 

'0NS0H/15  july  1963  19 


'SPONSOR-SCOPE 


(Continued) 


Fm  stereo,  which  has  lagged  in  New  York  City,  will  have  another  major  Gotham  out- 
let early  next  month:  WABC's  fm  channel. 

At  one  time,  WABC  merely  duplicated  on  fm  all  of  the  station's  regular  radio 
fare.  With  the  drop-off  in  network  radio  programing,  WABC  aired  more  local 
shows,  but  continued  the  fm  duplication.  More  recently,  the  station  has  concerned 
itself  with  programing  the  fm  channel  separately  (not  using,  incidentally,  the  sta- 
tion's regular  rock  and  roll  format) . 

Now,  starting  on  1  August,  WABC  will  have  multiplexed  stereo  fm  sound,  and 
a  good-music  format.  The  am  station  continues  as  before.  New  York  has  had  only 
minimal  fm  stereo  service,  as  compared  to  the  medium's  rapid  growth  in  cities  like 
Chicago,  San  Francisco  and  Atlanta. 


Specials  as  a  whole  continue  to  do  very  well.  They're  real  audience-getters. 

Compared  with  last  year,  the  average  ratings  are  doing  as  well  or  better.  A.  C. 
Nielsen  AA  figures  look  like  this: 


1962 

1963 

Average  for  February 

19 

23 

Average  for  March 

20 

20 

Average  for  April 

19 

22 

For  May,  the  AA  was  26  in  1963,  but  it's  difficult  to  compare  since  only  two 
shows  were  involved.  Here  are  the  shows  which  provided  the  averages  for  April 
and  May: 

APRIL  1963  ENTERTAINMENT  SPECIALS 

Nielsen  Average  Audience 


% 

Homes 

World  of  Darryl  Zanuck 

11 

5,400.000 

Hallmark  Hall  of  Fame 

13 

6,300,000 

Academy  Awards 

37 

18,500,000 

Bob  Hope  Show 

28 

13,800,000 

AVERAGE  FOR  APRIL 

22 

11,000,000 

MAY  1963  ENTERTAINMENT  SPECIALS 

Nielsen  Average  Audience 


% 

Homes 

Bob  Hope  Show 

21 

10,500,000 

Emmy  Awards 

30 

14,800,000 

AVERAGE  FOR  MAY 

26 

12,700,000 

20  SPONSOR/ 15  JULY  196 


"SPONSOR-SCOPE 


(Continued) 


Benton  &  Bowles,  which  has  an  impressive  track  record  in  picking  hit  tv  shows  (see 
story,  p.  44),  is  landing  lots  of  new  business. 

There  may  be  no  direct  connection  between  the  agency's  ability  to  pi<  k  show 

winners  and  its  ability  to  attract  clients,  but   certainl)    B&B'l   tv   touch    is  no   bin 
drance. 

Among  new  accounts  landed  in  the  past  six  months  by  BvB:  Beech  Nut    i\',a\>\ 
Foods,  Lifesavers,  chewing  gum)  ,  Vigran  (a  Squibb  imilti-x  itamim  ,  Bui  in  . 
Personna  Stainless  Steel  Blades,  Spectrocin-T    (also   Erom   Squibb)  .    Paxton   ( 
rettes,  Saratoga,  Sweeta   (non-caloric  sweetener,  also  Squibb")  ,  Edward  DaltOO  K:  Co. 
and  Anderson,  Clayton   (food  processor) . 


Can  adult-appeal  products  be  sold  on  Saturday  mornings,  when  the  youngsters  of  the 
average  tv  household  control  that  channel-switching  knob? 

The  answer  is  "yes,"  according  to  Houston,  Texas  auto  dealer  Art  Grindle, 
who  has  been  sponsoring  the  Bomba  the  Jungle  Boy  features  on  a  Houston  outlet. 
Time  slot:  Saturdays,  8-9:30  a.m. 

Here's  what  Grindle  said  of  the  purchase  of  long-length  Saturday-morn  in, 
spots  (a  trio  of  three-minute  commercials  in  each  of  the  Allied  At  tists  distribute  d 
features)  : 

"If  the  show  is  good,  if  the  prices  are  low,  and  the  commercial  interesting 
enough  to  gain  attention,  it  can  be  very  successful  as  a  merchandising  vehicle.  There 
are  enough  interested  adults  present  in  the  home  to  make  the  show  pay  for  itself. 
I  have  sold  an  average  of  40  used  cars  per  Saturday." 

Interesting  sidelight:  Bomba  movies  enjoyed  better  ratings  on  a  local  rerun  (a 
gain  of  more  than  10%  over  the  original  level)   than  on  the  first  run. 


With  the  demand  for  kines  of  competitive  commercials  increasing,   Radio  Tv  Reports 
has  scheduled  a  dramatic  drop  in  rates. 

The  price  cuts,  which  range  from  25*50%  for  off-the-air  kines,  will  enable  more 
advertisers  and  agencies  to  use  the  service  as  a  check  on  what  competitors  arc  ntj 
tng  and  doing  on  tv  in  the  testing  and  marketing  of  new  products. 

Using  16  mm.  black-and-white  sound  film,  the  research  firm  offers  off-the-an 
photo  boards,  kinescope  conversions,  tape  and  div  recordings,  station  logging  and 
market  studies.  Price  schedule  varies  from  market  to  market;  Montgomery,  Ala. 
kinescopes  cost  $95  although  New  York  rates  are  down  to  $24. 

A  pioneer  in  the  field,  Radio  TV  Repot  ts  began  monitoring  the  broadcast  me- 
dia back  in  1936. 


New  products  being  introduced  by  heavy  broadcast  users  include  the  following: 
New  stainless  steel  blade  from  Gillette   (MaXOO  agency). 
Electric  toothbrush,  home  hair  dryer,  new  line  of  men's  toiletries  (named  S\. 
.  and  electric  shaver  from  Schick  (Norman,  Craig  Be  Kunun 
Home  keg    (2i/2  gallon  size)    from  Falstaff   (Dan  gerald-Sampl 

Orange  beverage  powder  tioin  Colgate  Palmolive. 

'OMSOR/15  JULY   1963  21 


sponsor-scope!  — — 


NBC  TV  is  pitching  hard  for  fall  sales  in  its  "Today"  early-morning  series,  and  pre- 
dicts "a  40  NTI  share"  during  the  fall-winter  cycle. 

The  network  plans  to  continue  the  policy  of  occasionally  devoting  an  entire 
show  to  a  person  or  subject,  and  also  to  schedule  week-long  location  junkets  to  coun- 
tries like  Japan,  Mexico  and  Greece.  Hugh  Downs  continues  as  host,  aided  by  Jack 
Lescoulie,  Pat  Fontaine  and  Frank  Blair. 

Predicted  delivery  for  Today  is  2.5  million  homes  (average)  per  minute,  with 
an  audience  that's  85%  adult.  New  gimmick:  Today  can  be  bought  by  advertisers 
in  combination  with  the  network's  new  weekend  show,  Sunday,  thus  earning  extra 
discounts.    Straight  one-minute  participation  on  a  163-station  lineup  costs  $8,700. 


Reconciliation  of  differing  ideas  can  be  found  in  release  of  "Recommended  Break- 
downs for  Consumer  Media  Data"  by  4  A's  this  week  (see  Data  Digest). 

4  A's  notes  "consultation"  with  Media  Directors  Council,  among  others.  Coun- 
cil, chaired  by  Foote,  Cone  &  Belding's  Frank  Gromer,  had  prepared  its  own  sug- 
gested standards,  disagreed  somewhat  with  4  A's. 

Breakdown  by  4  A's  released  today  shows  close  resemblance  to  Council  propos- 
als. 


Sen.  Warren  G.  Magnuson,  chairman  of  the  powerful  Appropriations  Subcommittee, 
thinks  government  agencies  such  as  FTC  are  becoming  "questionnaire-happy." 

Recently,  Magnuson  noted  that  various  government  agencies  were  placing  a 
burden  on  smaller  manufacturers  and  businessmen  by  showering  them  with  sur- 
vey forms  to  provide  information  which  has  already  been  obtained  by  still  more 
government  agencies. 

Magnuson's  subcommittee  has  also  been  examining  Federal  Trade  Commis- 
sion requests  for  fund  increases  to  underwrite  a  number  of  new  projects,  such  as  a 
probe  of  advertising  claims  of  wrinkle-removing  cosmetics,  and  a  study  of  ad  tac- 
tics of  cough  and  cold  remedies. 


Group  W  has  settled  its  argument  with  AFTRA,  and  will  show  the  Cleveland-originated 
"Mike  Douglas  Show"  on  the  station  group's  other  outlets. 

No  details  of  the  settlement  were  given  by  Group  W  president  Donald  H.  Mc- 
Gannon,  although  he  said  the  settlement  had  been  reached  "amicably." 


Theaters  will  once  again  be  linked  to  movie-making,  as  in  pre-tv  days,  but  this  time 
the  government  isn't  threatening  anti-trust  action. 

National  General,  the  theater  chain  which  was  spun  off  from  20th  Century- 
Fox  a  decade  or  so  ago,  now  has  permission  from  a  New  York  Federal  court  to 
produce  and  distribute  feature  films. 

Reason  for  reversal  of  anti-trust  stand:  National  General  claims  that  current 
production  sources  don't  supply  enough  features  to  keep  theaters  rolling  smoothly, 
and  that  tv  is  drying  up  the  supply  of  choice  oldies. 

22  SPONSOR/15  july  196: 


How  the  people 
of  five  great  cities 
help  choose  their  own 
television  programs 


In  New  York,  Chicago,  Detroit,  Los  Angeles  and 
San  Francisco,  the  managers  of  the  American 
Broadcasting  Company's  owned  television 
stations  go  to  the  public  and  find  out  what  each 
community  feels  it  needs  on  television. 
On  the  following  pages  you  will  dis- 
cover how  the  ABC  owned  television  sta- 
tions help  fulfill  these  serious  civic  needs. 

WAIC-TV    NIW    YORK.    WIKI    CHICAGO.    WXTZ-IV    OITROIT.    KAIC-TV    IOS    ANGIIIS      KOO-TV     SAN     ItAHCIiCO 


If  it  were  within  your  power 
to  save  one  life  this  summer, 
wouldn't  you  want  to 
know  how?" 


A  new  lifesaving  method,  mouth-to-mouth  resuscitation,  already  has  brought  many 
people  "back  from  the  dead."  People  who  apparently  had  drowned,  or  were 
suffocated  by  smoke  inhalation,  or  seemed  fatally  overcome  by  electrical  shock, 
were  returned  the  precious  gift  of  life  by  quick  and  proper  application  of  the  newly- 
devised  lifesaving  method. 

Anybody,  young  or  old,  could  administer  it  — if  only  he  knew  how.  Working  in  col- 
laboration with  the  Red  Cross,  Station  WABC-TV  set  about  to  show  and  tell  the  peo- 
ple of  Greater  New  York  the  proper  method  of  using  mouth-to-mouth  resuscitation. 
Timing  their  efforts  to  the  swimming  season,  WABC-TV  made  a  series  wabc-tv 
of  60-second,  30-second  and  20-second  spots  — then  used  them  in 
a  manner  unprecedented  in  TV.  They  devoted  all  their  Public  Service 
time  for  one  entire  week  to  teaching  mouth-to-mouth  resuscitation. 
This  lifesaving  project  is  just  one  example  of  how  WABC-TV  works 
in  collaboration  with  other  community  leaders  to  help  bring  about  the 
solution  to  some  of  the  problems  of  the  city  and  the  people  it  serves. 


NEW  YORK 


Every  fourth  man  in  Chicago 
is  a  Negro.  What  is  he  like? 
What  does  he  feel?  How  can 
Chicagoans  learn  more  about 
their  neighbors?" 


In  meetings  with  WBKB,  responsible  citizens  of  Chicago  had  devoted  mucr 
and  thought  to  this  significant  problem.  Many  suggestions  were  offered,  some 
approved,  others  discarded. 

Station  WBKB  made  its  contribution  to  the  solution  of  this  problem  by  producing 
a  film  called  "The  Fourth  Man.'"  In  this  television  essay,  they  follow  the  journey  of 
a  colored  family,  the  Colberts,  from  Louisiana  to  Chicago,  where  they  feel  their 
children  will  find  greater  opportunity  for  leading  lives  in  the  Americ  ?n. 

Mr.  and  Mrs.  Colbert  are  college-educated  schoolteachers.  He  is  a  former  U.S. 
Marine.  Both  are  articulate  about  the  hopes  and  ambitions  they  have  for  their  family 
in  their  new  location.  They  are  also  aware  of  the  problems  any  family  wiki 
faces  as  strangers  in  a  new  community. 

This  30-minute  film  presents  to  the  people  of  the  Chicago  area  a 
straightforward  social  document  whose  sole  purpose  is  to  create  an 
opportunity  for  greater  understanding  among  its  citizens.  It  is  a  good 
example  of  how  Station  WBKB  works  hand  in  hand  with  other  conscien- 
tious individuals  and  groups  in  the  public  interest  of  the  cc 


CHICAGO 


The  dropout  problem  in 
Detroit  schools  is  alarming. 
Can  television  help  explain 
to  boys  and  girls  why  they 
should  finish  school?" 


Television  could,  indeed.  And  Station  WXYZ-TV  devised  an  effective  format  for 
attracting  the  attention  of  young  men  and  women  of  school  age.  In  August,  just 
prior  to  a  new  school  year,  "CAREERATHON"  was  presented  to  Detroit. 
The  nucleus  of  this  ninety-minute  TV  session  was  a  panel  of  eight  prominent  Detroiters 
prepared  to  answer  all  questions  about  schools  and  careers.  The  icing  on  the 
cake  was  the  setting  in  the  form  of  a  "Sock  Hop,"  with  WXYZ  Radio  Disc  Jockeys 
presenting  musically-famous  guest  stars  to  provide  music  and  entertainment. 
Two  hundred  teenagers  attended  the  studio  dance.  Six  hundred 
queries  about  school  were  phoned  in.  Their  answers  were  heard  by 
thousands  of  youngsters  of  school  age  watching  the  show. 
Dr.  Samuel  Brownell,  Superintendent  of  Detroit  Public  Schools,  one 
of  the  panelists,  attributed  the  decrease  in  dropouts  directly  to  this 
promotional  effort.  CAREERATHON  is  a  good  example  of  the  team- 
work between   WXYZ-TV    and  its  neighbors  in  the  Detroit  area. 


The  city  is  outgrowing 
the  police  force.  We  need 
more  officers  and  we 
need  them  fast!' 


Police  Chief  William  H.  Parker  sounded  the  warning,  and  the  responsible  citizens 
of  Los  Angeles  listened  carefully  to  what  he  had  to  say. 

Station  KABC-TV  went  into  action.  Labeling  its  project  for  police  recruitment  "Step 
Forward,"  the  station  taped  a  series  of  1 -minute  and  20-second  spots,  norrafed 
by  Jack  Webb,  to  be  saturated  throughout  KABC-TV s  programming.  Filmed  on 
location  at  Police  Headquarters  and  the  Police  Academy,  these  spots  kaic-tv 
explain  the  need  for  more  young  policemen,  ond  encourage  qualified 
young  men  to  jom  the  force  of  one  of  America's  largest  cities. 
KABC-TV  is  also  using  radio  to  spread  the  word.  And  billboards. 
Posters.  Bus  cards.  And  theater  trailers.  A  half-hour  documentary  film. 
Newspaper  ads.  Information  brochures.  All  of  the  facilities  of  the 
station  are  being  put  to  work  to  assure  the  success  of  this  compaign. 


IOS   ANCfliS 


51,700  San  Francisco  area 
kids  will  be  looking  for 
jobs  this  summer.  How 
can  we  help  them?" 


School  was  letting  out.  Fifty-one  thousand,  seven  hundred  young  men  and  women 
soon  would  undertake  the  grim  search  for  summer  work.  Jobs  were  scarce.  What 
contribution  could  TV  make  toward  helping  these  young  people  find  employment? 
Station  KGO-TV  was  an  old  hand  at  coping  with  this  kind  of  problem.  In  1961, 
faced  with  the  very  same  community  crisis,  they  created  a  project  called,  "Summer 
Jobs  For  Students."  It  produced  an  increase  of  63%  in  summer  employment. 
In  June,  1962,  KGO-TV  broadened  the  scope  of  its  activities  to  meet  the  need. 
They  telecast  special  films  on  the  subject,  put  on  a  unique  one-hour  panel  program, 
ran  extensive  20  and  60-second  spot  appeals.  The  station  also  worked  out  a 
community-wide  program  with  civic  officials  and  the  California  State  kgo-tv 
Employment  Service,  and  enlisted  the  wholehearted  aid  of  other  area  sa^rancisco 
television  stations  and  all  other  advertising  media. 
This  effort,  with  KGO-TV  in  the  lead,  helped  place  15,500  students 
in  summer  jobs.  For  the  job  it  did  the  station  received  a  special 
citation  from  the  United  States  Secretary  of  Labor,  Willard  Wirtz,  and 
a  commendation  from  California  Governor  Edmund  G.  Brown. 


Five  great  cities  breathe, 
live,  grow,  struggle  with 
their  vexing  problems... 


The  ABC  owned  television  stations  are  a  vital,  living  part  of 
the  five  great  cities  in  which  they  live  — and  whom  they  serve. 
Like  all  conscientious  citizens,  they  react  when  friends  and  neigh- 
bors call  for  help.  To  devote  themselves  to  the  common 
interest,  to  enrich  the  lives  of  the  people  with  whom  they 
share  the  metropolis,  is  not  just  part  of  the  job.  They  look 
upon  it  as  a  full-fledged  responsibility  to  be  shared 
by  man  and  his  fellows  —  for  the  betterment  of  all 

WAIC-TV     NIW    YO«K      W»KI    CHICAGO      WXYZ-TV     DITROIT      KAIC-TV     LOS     ANGIUS      KOO-TV     JAN     HANCIKO 


*555  FIFTH 


Letters  to  the  Editor 

and  Calendar 

of  Radio/  Tv  Events 


PRIZEWINNERS  PAY  OFF 
Concerning  our  tv  commercial  for 
Raisin  Brand,  "Wind-Up  Wanda" 
.  .  .  We  believe  this  to  be  an  effec- 
tive  commercial  antl  we  are  con- 
tinuing to  use  it.  Sale  of  Kellogg's 
Raisin  Brand  is  increasing  so  the 
product  itself  plus  our  several 
ways  of  calling  it  to  the  attention 
of  the  general  public  must  be  all 
right.  As  is  true  of  most  any  single 
segmenl  of  our  rather  large  adver- 
tising program,  we  are  unable  to 
pinpoint  sales  results  to  any  specific 
commercial  or,  for  that  matter  an\ 
specific  activity. 

A.  J.  Finley 

Assistant  to  the  Advertising  Manager 

Kellogg  Company 

Battle  Creek,  Michigan 

►  This  letter  is  in  response  to  sponsor's 
24  June  article  which  queries  admen  on 
the  plus  xialues  of  superior  TV  commer- 
cials. 


SHADES  OF  1984 

I  was  interested  in  your  10  June 
report  relating  to  ratings  and  I.Q. 
Making  all  due  allowance  for  the 
parallel  as  you  drew  it,  you  barely 
touched  on  the  most  important  fac- 
tor over  which  we  should  all  feel 
concerned. 

I  am  waiting  for  someone. 
whether  it's  Seymour  banks,  Herb 
Manloveg,  Joe  St.  George,  or  J. 
Robert  Oppenheimer,  to  tell  me 
exactly  how  they  will  program  the 
kind  of  information  that  tells  a 
computer  the  value  of  one  type  ol 
audience  response  over  another. 

Is  a  listener  to  an  information 
program  twice  as  attentive  as  to 
soft,  background  music?  Is  he  1.5 
times  as  attentive?  Is  he  10  times 
as  attentive?  Is  he  infinitely  more 
attentive?  I  have  seen  enough  ad- 
vertising success  stories  to  convince 


me  that  the  last  ma\  be  more  true 
than  any  ol  the  othei  s. 

And  just  what  is  the  reaction  to 
commercials  heard  on  reputable 
stations  from  which  the  listener 
knows  he  has  never  received  an 
ear-smashing  pitch  from  various 
tvpes  ol  very  dubious  products  or 
services,  as  compared  with  the  Gen- 
eral feeling  ol  caution  when  listen- 
ing to  commercials  on  stations 
dominated  bv  the  pitchman  ap- 
proach. Is  that  listener  twice  as 
receptive,  or  1.5,  etc.,  etc.? 

You  can  carrv  it  right  down  the 
line  with  respect  to  reliability  and 
speed  of  news,  public  service,  and 
any  other  subdivision  you  want  to 
name  that  makes  for  the  quality 
of  a  radio  station's  sound  to  the 
public  ear.  To  me,  the  computer 
is  a  monster  that  must,  bv  its  very 
nature,     pander     to     numbers.     I 


v\\\\\\\\\\ 


They're  in 
the  fold 


SPONSOR   15  ji  iv   196) 


think  perhaps  tins  letiei  should  be 

dated  L'l    |une   IW-I 

Seymour  Whitelaw 
General  Manager 
KOL  TV.  Seattle 


^CALENDAR 


SPOT  RADIO  S  FALL  PROMISE 

I  wasn't  |uni  delighted  l>v  youi 
Publisher's  report,  page  7.  the  I 
|nl\  hMn  I  have  been  dan<  ing  a 
round  the  ollii e. 
I  Ins  suinniet  the  nat ional  spot 
business  has  been  great,  and  il  you 

ighi     .mil   I   think   you  are 
the  fall  holds  forth  great  promise. 
Voui    rcix>ri    might    be    just    the 
ipai  k  that  we  .ill  need. 

Ben  Strouse 
President 
WWDC.  Washington.  D.  C. 

B»    \j       v-  d    is    ii ba 

\  I/;  /;  rfio  Bo  ltd  Pub- 

I  ilional   ad- 

Itliul      tllllll 


WANTS  H-J  REPRINTS 

We  uijovtd  \Diii    t'Jl    [une)    stor) 

tremendously  and  are  interested  in 

reprints.      We'll     need     .1     thousand 

lor  um    in   I  low. ml    [ohnson    [nfoi 

mation  Kits.  et< 

Garrett  L.  Pettingell 
Selvage  and  Lee.  New  York 


IULY 

South  Carolina  Broadcasters  Assn  .  Sum 
in,  r  1  > ,n\  1  hi :■  1     rrtt  Hotel 

MmiIi    It, .,,  h       III'. 

National  Assn    of   Broadcasters,   fourth 
executive  developmeni  icminar,  ll. h 
i  .ml   Buiineu  Schi 

1  1  Zi 

National  Assn    tor  Better  Radio  and  Tele 
vision,   annual    awards   banquet     w 

villi,      (    IMIIHl  \     (     lllli       I  \  I  I. 

International  Radio  &  Television  Society 
annual   fun   day,   Wykagyli    Country 

(  lull     \,  M    Ro»  Ik  II.      N.  \        16 

Florida  AP  Broadcasters.    Annual  meet 
ing,  (  .i|><    Ci ili m)    Inn    (  , ., , >.i    It,  .1,  Ii 

National    Audio-Visual    Convention. 
annual    convention    Sherman    II 

(  hit  ago     20  -'  I 

21st    Radio  Television-Film    Institute 
alumni     day,     Stanford     University, 
Stanford,  Cal     28 

1st  National   Broadcast  Editorial   Confer- 
ence.  University      i    I 
(..1 


Radio    Broadcast    Seminar      B 
Siiiiiiii.  r 

H 

AUGUST 
Atlantic   Assn    ot  Broadcasters 

llMll  V  \\ 

I'.llll    v        \. 

Georgia  Association   of  Broadcaster- 

da]    v-i 

Oklahoma    Broadcasters    Assn . 
lion    \\  1  iti  hi  llii 

Flaherty     Film     Seminar 
S      danona     \ 
v  pii  n  ' 

SEPTEMBER 
American  Assn    of  Advertising  Agencies. 

\\    ,    >l  I     Ml 

I  lopkiiu    I  loli  l     s.ui    t  1  .hi. 

Advertising  Federation  of  America.   Hull 
1 1 1  >t  1 11 1  1  mum  mi, .11   (  nmmod        P 
Hotel     suslin      1 


let m  Radio  Sales 


IV 


VVVVVVNIV 


and  we  couldn't  he  happier. klac 
-■•lid  reputation  among  radio 
<  in  Los  Angeles;  it's  the  new- 
it]  member  of  the  Metropolitan 
Iroadeasting  Radio  group  and  its 
atnre  is  very  bright  indeed. 

Metro  Radio  Sales  is  selling 


for  six  (  wkew,  New  York;  k 
Angeles  ;  «  n\  Philadelphia  ;  whk, 
Cleveland ;  wcbm,  Baltimore,  and 
km  in-.  Kansas  City).  There  will  be 
more,bn1  w  edj)  have  a  limit:12  - 
leel  properties  in  major  mat 


Let  List  effectively  rather  t)i 
random  lis!  haphazardly. '  1 
York,  I  nicago,  Philad 
- 

Our] 


Von  Bee,we  maintain  a  highly  skilled     V.P.&Dir.,H  I1 


A  DIVISION   OF    MITDOMIDIt.INC 


PONSOR    15    |im     I 


how  do  you  fit  a  dinosaur  into  a  demitasse? 

It  can  be  done ! ...  if  you're  interested  in  just  the  tip  of  the  nose.  Like  ranking  TV  markets 
You  can  take  a  small  portion  of  the  market  by  using  the  extinct  SMSA  metro  approach  . . 
but  if  you  want  the  whole  dinosaur,  you've  got  to  rank  by  total  market!  Think.  Less  than  f 
10%  of  the  Charlotte  Market  is  located  in  the  metro  area,  but  the  total  Charlotte  TV 
Market  contains  574,800  TV  homes  .  .  .  and  ranks  20th  in  the  nation!*  It  doesn't  take  an 
archeologist,  either,  to  discover  WBTV's  colossal  87 r'<  lead  over  the  market's  second  station.* 

WD 


BTPW 


*ARB  TV  Market  Dig* 


CHARLOTTE 

JEFFERSON  STANDARD  BROADCASTING  COMPANY 
Represented  Nationally  by  Television  Advertising  |T»a8J  Representatives   Inc. 


SPONSOR    15    Jl  I  i     196 


SPONSOR      15  JULY  1963 


What 
Hollywood 
DOESN'T  tell  Madison  Avenue 


Hollywood   television    film   producers   who   noi    t<»> 
long  ago  regarded  sponsors  and  advertising  agen- 
s  blue-pencilling  heavies  who  wouldn't  let  diem 
urn  mil  -nod,  i|u.ilii\  programs  today  have  an  entire- 
j  different,  .ilino-^t  benevolent  viev  "i  the  men  wlx> 
\\  for  ilu-ii  dims. 

While  iliis  radically  reversed  view  is  due  in  part  i«> 

he  waning  influence  ol  sponsoi  and  agency  with  ilu- 

dvent  ol  multiple  sponsorships,  it's  .1  U< >  attributed  i<> 

widely  held  beliel  that  admen  have  grown  with  i\. 

ml  thai  the)  n«>  longer  make  what  producers  used  to 

'  as  riili<  ulous  demands. 


I  lii-s  camaraderie  i>  shared  l>\  those  i<\*  produ 
left  who  have  single  sponsors,  .1  rarity  in  1  i-i\< 

medium   <>t    i\      Mum-  producers  credit   clients 
Madison  V venue  with  intelligent 
to  help,  not  unci  fere.    I  hey  even  ^; 
the  1  ommen  ials  in  some  ins 

(  >bsei  ves   ilu    produi  ei     »l    \  bM 
(  Ik  \  rolei    •  oromi  n  ials 
in. nil-    1  hope  sometimes  out  shov 
i>i  ihe  1  ommen  1 

I  his  ^n t  <>t  t.ilk  would  ha> • 
ous  in  Hollywood  1  in  But  1 


Top  telefilm  producers  sound  off 


Vincent  Fennelly  (Rawhide) 

(Sponsors  as  well  as  the 
network)  .  .  .  "are  delight- 
ful  to  get  along  with.  If  you 
si*  (Joint  and  talk  with 
them,  you  ean  resolve  any 
problems  that  may  arise  .  .  . 
fireatest  cooperation  came 
to  us  last  year.9" 


Jack  Chertok  (My  Favorite  Martian) 

"Suggestions  ttdmen  have 
made  so  far  I've  concurred 
with.  Voboclu  has  tried  to 
force  me  to  do  anything. 
The  sponsors  I  hare  note 
(Toni  and  Kellogg)  have 
a  better  umlerstanding.^ 


Frank  Price  (The  Virginian) 

"He  harr  an  unusual  situa- 
tion in  ilmi  so  iikiiii/  agen- 
cies are  involved.  While 
we're  conscious  of  their  re- 
actiotts.  one  agency  reac- 
tion is  not  forceful.  We  spot 
our  own  commercials." 


it's  indicative  <>l  the  new  view  toward  the  man  with 
the  money. 

Win  this  radical  break  with  the  past,  when  pro- 
ducers viewed  the  sponsoi  and  ot  agenc)  with  suspi- 
cion, distrust  and  at  times  contempt?  The  reasons  arc 
diverse,  <>l  course,  bui  perhaps  the}  can  best  be 
summed  up  in  this  manner: 


►  Gradual-but-definite  swerving  ol  program  con 
trol  from  sponsors  and  agencies  to  the  networks. 

►  Uplifting  ol  program  st.uul.inls  due  mainl)  t< 
pressure  from  Washington  against  excessive  violence 
which  more  01  less  forced  concentration  on  bettet 
written,  low-violence  scripts  instead  of  the  okl-ha 
cops-and-robbers  format;  and  success  <>l  qualit)  serfc 


,1! 


SPONSOR    15   JULY   196' 


on  a  delicate  industry  topic 


Roy  Muggins  (Kraft  Suspense  Theatre) 

I  /  »  tlntse  irlm  COllipffltll 
(ibotif  commercials  heinu 
<trerdane  )  .  .  .  "It's  a  vert/ 
expensive  medium,  I  can't 
stand  an  unrealistic  atti- 
tude ffnf  1111/  rclatlouship 
with  the  sponsors  is  areat." 


Norman  Felton  and  Sam  Rolfe  (Eleventh  Hour 

•*>oir  that  we  da  uat  have 
one  spaasar  an  .v/iotr.v.  there 
are  no  edicts,  no  roin- 
mands.  Ml  power  rests  tcith 
the  networks"  (Italic)  .  .  . 
"Today  admen  are  intelli- 
gent men;  then  like  la  see 
controversy"    ( I' el  tan  )  . 


Bert  Granet  (Twilight  Zone! 

"I  he  trend  la  multiple 
sponsors  has  diluted  the 
strenaih  of  spansar  find 
aaenen.  Ml  aaeneies  hare 
ta  da  noir  i.v  see  that  the 
eammereials  aren't  upside 
dawn." 


i. 


•mli  .is  Xukrtl  City  and  The  Defenders,  which  forced 
letworks  and  producers  to  raise  theii  standards  i<> 
otnpete  su<  ( essfulh . 

►  \  feeling  thai  sponsors  and  agent  ies  have  .1  more 
nature,  intelligent  desire  i<>  hike  standards.  Real  feat 
>t  yesterda)  1l1.1t  the  public  doesn't  want  controversial 
■ub|t-<  t s  h.iN  been  virtually   ended   l>\    the  success  "I 

SPONSOR    15    nil     I' 


mi  ies  Mi<  h  as  the  i  II         D 

1  which  boomed  rating-wise  with  dramas 

troversial  nature 

►   Muh i|>li     sponsorship,    «» In.  h, 
diminished   the   |><>\m-i    and   influ 

.lllll     <>!     »}  •«  Ml  ^<  •! 

\\  hat  do  the  produi  <i^  and  e>  mat   ■   - 


but  most  get  along  with  admen 


Matthew  Rapf  (Gen  Casey) 


"I  have  had  a  minimum  of 
interference.  I  once  did  a 
syntlicuted  show  antl  one 
beer  sponsor  in  13  markets 
in  the  mid-west  gave  me 
more  trouble  than  I've  had 
on  Casey  itt  three  years." 


Buck  Houghton  (Richard  Boone  Show) 

"Our  relationship  tvith 
sponsors  is  cordial.  It  may 
be  the  season  of  the  year. 
We  are  just  starting.  What 
is  there  to  complain  about 
now?  .  .  .  I've  gotten  no  list 
of  tlo's  &  don'ts." 


David  Dortort  (Bonanza) 

"it's  much  easier  dealing 
with  one  sponsor  and  one 
point  of  view,  instead  of 
conflicting  points  of  views 
frotn  multiple  sponsors  .  .  . 
Chevy's  concern  is  that  the 
show  be  in  good  taste." 


' 


*>  > 


to  sa)  on  the  sound  stages  ol  Hollywood? 

listen  to  Norman  Felton,  director  ol  programing 
for  MGM-TV,  and  executive  produce]  ol  Arena  Pro- 
ductions (which  is  in  partnership  with  Metro  on  Dr. 
Kildare,  The  Eleventh  Hour  and  The  Lieutenant)  : 

'Because  our  shows  are  one  hour  in  length,  and  we 
sell  directl)  to  the  networks,  and  they  in  turn  sell  to 


sponsors  on  the  basis  ol  one-minute  l>u\s.  machinery 
was  nevei  set  up  where  sponsors  or  agencies  communi 
( ate  direi  1 1\  with  us. 

"Agen<  ies  come  to  us  occasionally.   We  have  a  gc 

relationship.    There  has  never  been  an)   pressure.    1! 

we  had  a  show  in  which  a  cigarette  sponsor  had  bought 

(Please  turn  to  page  67 1 


36 


SPONSOR    15    1 1  t  i    196^ 


N 


ci  \s ■  >i  k  i  adio  s  i enewed  atteni  i< in 
li urn  sponsoi  j  is  i  ausing  man)  i 

twi  u  k     (Mi  Utive     lO     Millie     w  il  !i 

in ide      Wet ould  .ill  go  h< "in  ii'iw .' 

Ull     lietWOI  k    III. Ill    lio.lsls 

\i  (  r.s  Radio,  foi  example,  the 
word  is  ill. n  s.iles  .ii  the  end  ol 
\|ii il  had  a  1  read)  topped  .ill  >>i  last 
i  sales. 

Sin  i  ess  h.is  also  spread  through 
othei  netwoi  ks  \  BC  Radio's 
growth  has  doubled  in  the  last 
:liK  (  yeai  s;  \  B<  Radio  c  laims  thai 
sales  are  highei  now  than  back  in 
the  M's  w hen  inventory  was  i  w ii e 
ai  large;  Mutual  reports  stead) 
growth  ovei  recent  years. 

\  t work  i  adio,  slimmed-dou  n  to 
e.ilisiH  program  needs,  appears  to 


thai  i adio  had  bt  i  n  und<  i •  si  imatt  <l 
i  |>i mil  m hit  Ii  radio  \><  > >ple  havi 
been   trying   to  maki    loi    many   ■< 
moni  Ii 

•    I  he    Sindlingei     si  udies    also 
.in lused  sponsoi  intei esi      ["his  i 
ing  let  hnique,  based  i >n  an  intei 
\  lew  let  .ill  system  w  hii  Ii  measui  i 
indooi  .in  well  as  outdooi  i adii »,  in 
iln  .lies  thai   mi  woi  k  i  adio  reai  hes 
.is  high  as  i In ee  i  imes  i he  numb  i 
(>i  people  evei   before  reportetl 

\   gi  eai   deal  i  >i   credit    foi    nei 
work  i  adio's  breakthrough  musi 
to    Robert    R     Pauley,    president, 
\  l'.(     Radio,  w  ho  took  the  •  han<  i 
.il  defy  ing  \  ielsen  resean  Ii  i  hang 
i  lui  efore    losing    the    sei  <  i<  e    and 
le.i\  ing  i  he  nei  work  with  no  audi 


Sindlin|  nd   Mul  u  i 

■I  I  M  I  I  <    I   I  I  I  J       I  I  \  |       <      I  '.  S 

iln  resean  Ii  depai  tnw  ni  is  noi 

tin  |y    satisfii  d      bui    th<  lud 
nl\  Ih  ii 

irally     thi  lerably 

■ii  i     .■  i it  1  it  in  t     figun  \  make    il 

il    I      |i>l      t   Ml  j 

i  adio 

iously  I'. mil  i li.it  due 

in  iln  depress*  'I  autliem 
li\  Nielsen  the  networl 
able   to  attract    advi 

high  t  ii' »ugh   i hi] "  'iih 

.ni  il    stai inns   l<n    even     i    mil 
h  .ii  i  ion  "I  thai  whii  Ii  the)  would 
In  able  i«i  obtain  I »\  selling  direi  tl\ 
nl\  n  i  isei  v 
With  Sindlii  ures  ba<  king 


Network  radio  buying 
comes  back  into  fashion 


>e  exuei  ien<  i 


expei  u  in  ing  .i  small  ieii.uss.ini  e. 

re  sales,   new    sponsoi  s,  ami  old 

msors  coming  bac  k  indi<  ate  thai 
net  radio  has  emerged  from  the 
dark  ages,  financially   speaking. 

Wh.it  has  brought  about  the  re 
iiewnl   interest    is  hard   foi    exe<  u- 
lives  to  pinpoint,  but   there  is  no 
doubi  thai  net  radio  has  been  ( om- 
■  h  k    in    fashion    foi    several 
now.  ( )in   t  \et  tune  believes 
the  glamor  ol  t\  is  wearing  ofl  . 
mother   that    radio   has   found   its 
nit  lu   and  now   knows  how   to  com- 
pete     .   .   .i   third   mentioned   the 
union  ol  heavy  poi  table-radio 
iles.  now  accounting  for  .1  majority 
A  radio  set  buys. 

Immediate  <  auses  are  said  to  be 
!'<   Harris  committee  hearings  and 
the  new   Sindlingei   radio  research. 
Here's  why: 

•    I  he    Harris    investigation 
pointed    om    tn    mam    advertisers 


em  e    niiinhei  S    to    push     to    adv<  l 

tisers  with  future  radio  plans. 

At  hist  the  move  i usi    \li(    t on 
siderable  business     \t  the  hearings 
in  Washington  Paule)  testified  thai 
\\\( .  w.is  mill  it   was  "oul   ol   the 
running"  foi  an)   Vmerican  1  xpress 
business  without  Nielsen  Wade  \il 
vertising  ol   Chicago  told  the  nei 
wm k  not  in  appl)   foi    Miles  1  abs 
campaign  sans  NR1  figures.  Proctei 
v  ( ramble  also  told    \IW    il  needed 
Nielsen  data,  according  to  Paule) 

Mitt  losing  \ ielsen  the  netwoi k 
studied  .i  dozen  research  services 
.on!  settled  on  Sindlinger,  alread) 
endorsed  l>\  industr)  giants  such 
.is  ( .inei  .il  Motors,  (  In  yslei .  Ford, 
and  tin  Pont. 

Sindlinger's  studies  not  onl)  have 
helped  ABC  show  thai  radio  rea«  hes 
largei  audiences  than  heretofore 
shown,  it  has  helped  the  whole  in 
dustry.  NB<    recently  signed  up  the 


SPONSOR    15    ,m 


him  up  Pauley  is  i  onfideni  "I  t  on 

tinueil   sponsoi    interest    in    radio 

I  he     network     is     nov 

.iliiitu   (12  million    i   yeai   in  sales 

.mil  expei  is  tn  In    •  mi  ni 

next  year. 

"I  stated  .it  the  beginning  i 'l  the 
yeai    ih  ii    advei tisei    expendii u 
would  go  i"  v-'">  billion  in  the  n 
In  yeai s.  and  ih.it  radio  should  l» 
billing  <>ne  billion,  .mil    I'm  con 
\  iih  nl  it's  going  t'i  h.ippi  i 
Pauley.    "Radio  is  the  medium 
the  inline     It  s  m , ..nd  groH th 
I. ii  niitsii ip  its  baby 

the  lust  tune  in  tin   in-  • 

hisims  i>i   the  media 
's  mi  m  w  medium 
board,"  Pauley  adds      Ii 
is  mil   gross  nation 
advert  isin 

mi.  then 

'tuni  waitii 
sh.ii e  "t  thi  \ 


tt s  are  forced  to  re-evaluate  all 
existing  media— foi  many  of  them 
that  means  coming  back  to  radio." 

The  tendency  is  to  blame  i\  tor 
radio's  problems  during  the  50s. 
Tclc\  ision  was  the  romance,  glamor, 
and  drama  ol  the  era  which  drew 
attention  from  radio. 

"Everybody  was  talking  about 
i\. "  says  William  K.  Mc  Daniel,  v.p. 
in  charge  of  NBC  Radio,  "but  radio 
has  been  making  great  strides.  Since 
the  beginning  of  the  tv  era  radio 
stations  have  increased  from  900  to 
6,000;  radio  sets  from  10  million  to 
20(1  million.  Advertisers  have  to 
believe  people  were  listening.  Peo- 
ple didn't  bin  all  those  sets  with- 
out intending  to  listen  to  them.  Yet 
there  is  still  no  completely  accurate 
way  to  measure  all  the  receivers. 
How  can  1,200  audimeters  measure 
200  million  sets? 

"Paradoxically,  the  weakness  in 
measurement  is  the  result  of  radio's 
sizable  growth,"  says  M<  Daniel. 

NBC  signed  up  lor  the  Sindlinger 
research  studies  in  May  and  feels 
they  will  help  sell  advertisers.  M  - 
Daniels  believes  the  Harris  com- 
mittee heatings'  "expose"  will  also 
help. 

But  the  network's  feelings 
toward  radio's  revival  are  based 
primarily  on  NBC  Radio  statistics. 
Mc  Daniels  points  out  that  during 
the  50s  the  network  operated  at  a 
loss  of  several  million  dollars  a 
year.  In  I960  it  started  operating 
in  the  black  and  has  stayed  then-. 
Clearances  have  run  between  00', 
and  DO',  per  program.  Before  the 
program  reorganization  in  1 960  the 
network  had  70  hours  to  sell.  Now, 
with  inventory  reduced  to  only  28 
hours  sales  arc  higher,  clearances 
are  higher,  and  profits  are  realized. 

\  B<  Radio  network,  which  takes 
in  about  S17  million  a  year  in  ,^to,s 
sales,  recently  reported  sales  rev- 
enues lot  the  (list  half  of  this  yeai 
were  approximately  !<>'<  higher 
than  in  1962 — previously  the  best 
yeai  since  the  program-formal 
change.  Sales  for  the  third  quartet 
are  already  more  than  Hi' ,  higher 
than    last    year. 

(  BS    Radio    network    president, 

\i  ihui   I  lull  I  [ayes,  sa\s  there  was 

nevei   anything  wrong  with  radio. 

It    jusi    went    out    d|   st\  le   like  long 


38 


"There  was  never  anythiny 
wrony  with  radio.  Radio 
was  gust  out  of  fashion  with 
media  men  as  lony  shirts 
were  with  women  .  .  ." 

Arthur  Hull  Hayes 

President.  CBS  Radio 


iiAyeney  people  pretend  ra- 
dio is  only  yrowiny  now. 
hut  radio  has  always heen a 
hell nra  huy.  They  need  an 
BXCUSe  to  return  home  now 
that  the  lore  affair  with  tv 
is  weakeniny     .  ." 

Robert  Hurleigh 
President.  Mutual 

skit  is  did  with  women. 

"No    mallet     how    poor    a     lady 
was.    she   wouldn't    be   taught    dead 

in  a  long  skirt,  and  until  recently 
main  advertisers  wouldn't  be 
caught  dead  <>n  radio,"  he  s.us 
"Network   radio    just    didn't    have 


sex  appeal   or   something   in   those 
days. 

"Radio  onl\  slopped  beating  its 
head  against  tv  during  the  last  few 
\eais.  Now  it  has  become  an  indi- 
vidual medium  giving  news  fasten 
presenting  a  more  personal  touch." 


» 


ii 


'"It     loo/,     a     eonyressional 

heariny    hefore    many    ml- 

vertisers     would     helieve 

that   radio  has  been  short- 

ehanyed  .  .  ." 

Robert  R.  Pauley 
President,  ABC  Radio 


"  loom  three-fourths  of  the 
2ft  million  radio  st'ts  sold 
last  year  were  non-pluyins. 
Advertisers  have  to  believe 
people  listen  to  them,  re- 
yardless  of  ratiny  prob- 
lems .  .  ." 

William  K.  McDaniel 
Executive  v.p.  in  charge  of  NBC  Radio 


SPONSOR    15    |t  iv    1963 


( )ilu  i  i easons  presented  b)  the 
(  I'.s  Radio  i  hid :  advei  1 isei  s  ai  e 
becoming  aware  ol  the  traveling 
audience  making  use  ol  transistors 
.mi!  i  .11  radios,  t\  is  getting  expen 
■ve  !'•)  man)  ol  them,  and  the  word 
(li.ii  radio  i an  <l"  .1  g< »od  |ol>  is  be 
■inning  to  spread. 

Hayes  vi\-.  the  network  has  k- 
feeived  .1  n umbei  ol  letters  hum 
■dvei  1  isei  5  thai  begin  W  e  bough) 
1 1 1 1 K  on  youi  network  with  some 
trepidation"  and  end  w  ith  "bui  we 
j^ni  results." 

Spe<  ial  studies  b)  R  II  I  >  t  uskin 
Associates  have  also  helped  sales  ai 
(  BS  11 1  ording  to  the  president. 
I  lu-  Imm  ^t m I \  was  based  on  about 
|500  inteviews  in  |ul\  '<>'_'.  Vgreatei 
interesi  in  radio  ovei  the  previous 
■eat  \\ .in  expressed  l>\  three  times 
as  man)  people  as  those  who  ex 
pressed  .1  lessei  interest. 

In  the  ( ompanion  stud) .  made  in 
November,  involving  2600  surveys, 
respondents  in  the  "greatei    intei 
I  -       group   were   two-and-one-hall 

times    those    who   had   "lessei    intei 
est 

Hayes  would  not  reveal  how 
Buch  mone)  the  network  was  mak 
m-.  hut  said  the  radio  division 
(spot  sales,  o&os  et« .)  had  "always 
been  in  the  black,"  and  thai  the 
Network  had  been  in  the  hl.uk 
•ihoui  .1  year.  When  confronted 
with  the  .1111111. il  l;ioss  sales  figure 
ol  s|  I  million  given  h\  iii(lusti\ 
competitors  he  said  the  figure  wis 
"verj  low  " 

\  whole  new    (  h.ii.u  tei    gTOUp  ol 

radio    advertisers    is    reported    l>\ 

,e       \rkedis,      (  lis      v|>.      |,,i 

sales      1  led  the  held  is  expanding 

anil    getting    more     recognition," 

says    Vrkedis,  .1  20  yeai   veteran   in 

network    radio    sales.    "Ol    course 

food,  ( igarette,  and  automotive  ,\<\ 

vertising  on   net    radio    has   .dwa\s 

hem  big,   hut   new<  omers  su<  h  as 

llietl     Van      lines.      Millet      Fall 

ools,    \niei  i<  an    1  xpress,  ( lelotex 

Wilding  matei  ials,  and  1  inei  \  tin 

leaning,  foi  example,  represent  a 

lioU    new    brand    ol    advertiser. 

hi     again,     main     old- time     net 

ho  users     sui  h  as   Lad)    Esth<  1 

d   Mais  cand)    bars  are  coming 

,k 

Earliei    this    month     \ikedis    an 
lOUnced  that  s.des  volume  lot    fune 

5NS0R   15    iuly   1963 


was       the      highesl       111       si\ 

I  hroughi mi  the  summt  1   (  BS  Ra 

dio  is  \  11  tuall)  sl\<  > 

Robei  t    llui  leigh,    presidi  11 

M  111  u.il.    w  liu  li   now    lulls   al 

million  a  yeai   and  w liu  h  plans  .1 
1  ate  hike,   1  ■  impares   radio's  <  ■  >m< 
I).h  k  to  a  111. 111  w  11  li  .1  w  ih     1  adii ' 
and  a  mistress  (tv) 

I  h     l«  1  onus    1 11  ed    ill     liis    mis 
Hess  .ind   loi  iks  I). 11  k   al    Ills  wife     lli 
thinks    she    still    looks    pretl 
.    .    .    she    must     have    had    In  i     hail 

done   01    something.    Bui    a<  1  ualh 

it's   1  he   s.imc   wife.    r  nlm  1  unateh 


\\  illiam  \\ 

W  illard     Batti  n       \nd<  1 < 

I).. in  ,  Pilh 
o\  (  BS 

ibih        \ 
liu      I  u\     ol     liu      Mum  1  ils    and 
(  Ik  urn  al    Corp      Bri  M 

(  ampbell    Sou]      I  I 

|x>unds  I  >i\    ol  Studch  d        1 
Vfilburn     I  •  1  I 

K     I     Reynold      Milli 
Philip    M01  ris     Warnei     I  imr> 
sin<  I. hi  Refining,  Standard  1 
William  W  1  igle) .   1 1 

I  In   1  miii  I  lasi  month 


Hearings  helped  point  out  radio's  problems 

Otin  II. mis    ih  iv  given  souk    credit   f-<\   arousing    1. 1 \ > 1  -  inti  n  •  ■    in   1 

lliii     he's  si  i  n  receiving  Peabod)    Vward  from  Ward  Quaal  and  Paul   M 


there's  noi  that  mui  h  glamoi .  ro 
mam  e,  01  di  .una  1  onnei  ted  with  a 
wile,"  he  says. 

"  \dmen  an  now  contending  th  it 
radio  is  growing  when  ii  has  been 
a  helluva  l>u\  all  along.  I  he)  nei  d 
an  excuse  to  return  home  now  thai 
the  lo\e  .) It .11 1   w  ith  l\   is  ovei 

Who  are  network  radio  support 
,is  \r.(  (  r.s.  ..nd  \r.(  32-week 
advei tiseis  are  listed  below 

On  \l'-( 

Mennen,  (  hevTolet,  Metropoli- 
tan 1  de.  R  I  Rt  ynolds,  Stei  ling 
Drug,  1  \M.  American  Motors,  Mil- 
let    Blew  ing,    W  inn    Oil,     1  en/oil. 


11  new  ing  (  he\  rolet  •   nd 

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Master  boards  aid  salesmen,  buyers 

For  WBKB's  new  avails,  system  shows  day  of  week,  time  of  each  show,  spot  rat- 
ings, network  sponsors,  and  cost  of  each  show.  Reproduced  12  x  10  copies  of 
boards  are  mailed  each  week  to  spot  salesmen  in  all  five  ARC  TV  o&o  markets 


Chicago  station  speeds 
data  to  spot  buyers 


New  station-created  reporting  system  may 
solve  old  and  familiar  tv  sales  problem 


The  "communications  lag"  which 
exists  between  the  time  a  major- 
market  tv  slat  ion  is  aware  of  choice' 
availabilities  in  its  schedule,  and 
the  time  the  station's  rep  in  anoth- 
er city  informs  an  ageni  \  buyer  ol 
the  details  is  being  short-circuited 
by  \r.(  TV's  o&o  outlet.  WBKB, 
Chic  ago. 
Station  officials  have  high  hopes 


for  the  new  system,  which  the)  feel 
will  help  agencymen  in  nailing- 
down  some  choice  time  slots  with 
a  minimum  of  lost  time. 

Here's  how  the  new  system  oper- 
ates: 

Spot  salesmen  in  all  five  ABC 
TV  O&O  markets  (New  York,  Chi- 
cago, San  Francisco,  Cos  Angeles, 
and     Detroit)      ate    receiving    eac  li 


week  a  20-sheet  packet  of  listed 
WBKB  avails  -on  a  continuing  13 
week,  day-by-day  basis  from  sign-on 
to  sign-off. 

The  listing  includes:  the  day  of 
the  week,  time  of  each  show,  spot 
ratings,  network  sponsors,  and  cost 
of  each  spot. 

Information  is  mailed  out  ol 
Chicago  each  Friday,  arriving  on 
each  salesman's  desk,  in  each  mar- 
ket. Monday  morning.  As  spots  are 
sold  salesmen  call  and  report  the 
sale.  The  sale  is  immediately  re- 
corded on  new  master  boards  at  the 
Chicago  station.  At  the  end  of  each 
clay  (every  day  except  Friday)  cor- 
rection sheets  are  made  up  from  the 
master  boards  and  mailed  to  the 
salesmen  in  each  market.  The  re- 
produced sheets  give  the  salesmen 
an  "avails  at  a  glance"  system  un- 
like any  other  in  the  country. 

The  most  important  feature  of 
the  new  system  is  its  portability. 
Sheets  are  easy  to  handle,  compact 
enough  to  be  put  into  loose  leaf 
folders  and  carried  by  salesmen 
wherever  they  go. 

Until  now.  each  member  of  the 
sales  staff  had  to  go  back  to  the  sta- 
tion, after  meeting  with  timebuy- 
ers,  to  read  the  traffic  board  before 
he  knew  exactly  what  spots  were 
available.  Out  of  town  salesmen 
had  to  call  in  to  ask  for  avails.  All 
of  this  was  a  time-consuming  pro- 
cedure. Once  the  salesman  got  back 
to  the  office  he  had  to  waste  more 
time  reading  the  traffic  board  to 
figure  out  what  spots  were  avail- 
able. The  delay  sometimes  caused 
the  loss  of  a  sale. 

Reading  the  traffic  board  has  af 
ways  been  a  complicated  and  time 
consuming  job,  even  for  the  sea- 
soned salesman.  Too  frequently 
avails  were  overlooked  and  not 
sold.  Now  all  the  salesmen  have  to 
do  is  look  at  their  avails  sheets 
which  are  received  weekly  with 
day-to-day  collections  to  know  at  a 
glance  what  it  previously  took 
them  bonis  to  learn. 

In  explaining  the  new  system 
Bob  Adams.  WBKB's  general  sale 
manager,  says:  'When  we  turn  the 
ke\  in  the  door  in  the  morning  our 
job  in  sales  starts.  Our  biggest 
problem    is    letting    the    salesmen 


10 


SPONSOR    15    \\w 


196 


know    what's    available.     H    the) 
don' I    know    what   spots  arc  avail 
tble  the)  i  an'i  sell  them    Spot  tral 
In    control   has  grown    into  tome 
thing  <»i   i  monstei  in  the  past  few 
\c.ii s     M . i i 1 1 1 \  bei  ause  <»i  the  nei 
work  pattern  ol  selling  one  minute 
Battel  plans,  sometimes  within  the 
■».nii t-  ^!i<  >\s .  bui  rotating  within  the 
N.iiiu-    programs    in    different    |>osi 
nous       I  iiis    js    compounded    I>n 
\lion    flights    of    spot    advertisers. 
I  Ins   system    will    take    i he   guess 
win k  ..in  «>i  >. ills    li  will  eliminate 
tin-  time  thai  H.is  been  spent  trying 
id  read  the  board  and   figure  < >m 
what's  available    Agencies  will  now 
have    .m    immediate    service    thai 
couldn't  be  given  them  before." 

Vdams  recalls  thai  the  system 
Came  aboul  our  nigh)  while  he  was 
working  late  and  decided  to  check 
tin-  ii.iilu  board  just  t<>  set-  what 
be,  as  .in  old  time  salesman,  would 
have  done  to  prevent  the  loss  ol  .1 
s.ili'.  He  s.iiil  the  iongei  he  stood 
in  from  i>t  the  board  11  j ing  to  fig- 
are  "in  avails  .mil  1  Ihi k  available 
dates  the  maddei  he  got.  It  w.is 
then  thai  he  dei  ided  there  musi  be 
.1  bettei  wa)  to  make  avails  known 
through  .1  less  complicated  and 
lime  1  onsuming  system. 

Vdams,  ( ontrai  t  sei  \  ii  e  manager 
Dii k  I  auben,  and  sales  traffic  man- 
igei  Sara  Fritz,  worked  on  the  ^v 
•cm  three  or  foui  months,  ironing 
out  bugs  .mil  perfecting  it  to  as 
erroi  free  .1  system  .is  possible.  \< 
cording  to   Vdams,  WBKB  now  h.is 


.1  system  with  .1  peri entage  "i  et roi 
estimated  ai  Ion  as    ■ 

KiA  is s  and  impt  •  >\  <  men  1 1   in 

being  made  as  tin  sales  trafhi  itafl 
works  wnli  the  s\sirm  in  (in  down 
the  pen  entage  ol  ei  >•»  So  fat  thi 
effectiveness  ol  the  nei*  svstiin  is 
greatet  than  anyone  had  .nun  1 
pated.  Salesmen  are  pleased  with 
it  bei  ause  the)  1  an  now  spend  mon 
time  out  on  tin  street  selling    Reps 

in     \l'.(     s    .■lln  is    in    (   .tliloi  in. 1    .mil 

othi'i    in.iikcts    report    in    glowing 

1(1  Ills      ill. II       I  1 1(1 1       Wol  k       ll.ls      hit  II 


111. Illl     |l  ss  p| 

that  the 
new  svst<  in  >in 

provi  mi  m    in   hsiinn  and   I 
track  oi    ivai        r.  ■    having  all  in 
loi  111. ii ion  listed  on    m 
sin  1 1     Vdams  feels  mot  n ill 

be  mull-  with   less  confusion  and 
wasted  1  imi       \  1  ightei  rein 
held   on   si  heduling   ol   ■  1  mflii  1 
advertising  which  will  permit 
station  to  1  ompletel)   honoi   p 
in  t    protei  Hon   ..ii   ii<  twot 1 
lisin  ^ 


New  system  in  action 

is        ■•!! 

I  hiinl.iii. 
P 

B 

I         s        ; 

IllklM 

M    Ilk  H       I 


The   Death   of  Stalin 

Sponsorship  <>l  special  actuality  pro- 
gram brought  increased  brand  aware- 
ness, copy  point  identification,  and 
purchase  potential  for  advertisers 


Stalin  pays  off  for  advertisers 

Bruskin  study  for  NBC  shows  improved  attitude 
for  sponsor's  products  after  special  broadcast 


Sponsorship  of  iv  news  and  ac- 
tuality specials  pays  "handsome" 
dividends  for  advertisers.  This  is 
the  conclusion  of  NBC  Research, 
based  on  an  R.  H.  Bruskin  study 
of  the  NBC  White  Paper,  The 
Death  of  Stalin. 

The  study  was  commissioned  by 
NBC  to  assess  The  Death  of  Stalin 
program  upon  viewers.  Measures 
to  gauge  this  impact  covered  three 
broad  areas:  brand  awareness,  con- 
sumer attitude,  and  purchase  po- 
tential of  the  advertisers'  products; 
the  public's  opinion  of  actualities 
sponsors:  and  the  public's  under- 
standing ol  the  subject  matter  ol 
the  program  itself. 

I  he       program,       highest-rated 

White  Paper  ever  telecast,  reached 
12.6  million  homes,  and  was  spon- 
sored l>\  Scott  Paper  and  I'pjohn 
(his  past  season.  Scott,  with  sub- 
stantial consumer  usage  and  prior 
advertising,  started  out  with  high 
levels  ol  awareness  and  attitude, 
while  I'pjohn  had  lower  awareness 
and    attitude    le\els    at    the    outset 


Among    the    Bruskin    results    were 
these  for  Scott: 

•  Brand  awareness — Before  the 
telecast,  42.3%  of  the  prime 
viewers  mentioned  Scott  towels 
first,  when  asked  what  brand 
names  of  paper  towel  came  to 
mind.  Alter  the  telecast,  this 
proportion  rose  to  51.1%,  a 
gain  of  21%.  For  Scot  lies  tis- 
sues, the  same  measure  rose 
Irom  16.7%  to  21.0°;,  for  an 
increase  of  26%. 

•  Copy  point  identification — 
The  proportion  of  prime  view- 
ers who  associated  the  "Magii 
Oval"  slogan  with  Scotties  in- 
creased from  40.9%  before  the 
"Death   ol    Stalin"   program   to 


51.1' 


a  gain  ol  25* ',,.    Identi- 


fication ol  the  "Scott  makes  n 
bettei  foi  \ou"  theme  rose 
Irom  11.8%  to  21.0%,  for  a 
relative  mc  rease  of  78%. 
Consumer  attitude — In  the  be 
fore-wave,  17. 0'  ,  ol  the  prime 
viewers  rated  Scott  products 
"among  the  best."  In  the  after- 


wave,  on  the  other  hand. 
59.9%  gave  Scott  this  top  rat- 
ing, a  jump  ol   27'  ,  . 

•  Purchase  potential — Cut-Rite 
was  mentioned  as  a  brand  the\ 
would  consider  the  next  time 
they  purchased  wax  paper  b) 
60.3%  of  the  prime  \  iewers 
alter  exposure,  up  />',  from 
the  before-wave  level  ol  53. 1' ',' . 
For  a  similar  question  on  pa- 
per towels,  buying  considera- 
tion increased  16°'0  from  a 
level  of  40.fi";,  to  47.1 

Whereas  in  the  < ase  ol  Scott,  a 
limited  amount  ol  commercial  time 
was  devoted  to  an\  one  produd 
(maximum  a  lull  minute)  .  I  |> 
john  devoted  its  time  to  a  sin^h 
product.  I'nicap  vitamins.  Net  ef- 
fect for  Upjohn  was  this: 

•  Brand  aicarcness  —  Among 
prime  viewers,  top-of-the-mind 
awareness  «>l  Unicaps  jumped 
horn  10.0'  ,  before  to  22.9*3 
after.  Ibis  represents  a  rise 
ol   129%. 

•  Copy      point      identification — 


SPONSOR   15  JULY   196S 


<  )nlv  i  i'  ,  iii  pi  mic  \  iewers 
knew  thai  r  I  it-  "2  ;  years  "l  re 
lean  li  slogan   was  used 

l>\  l  pjohn  before  the  w  hite 
Papei  telecast  Afterwards, 
21  8' ,  « ould  identify  it,  a  level 
foui  i imes  .■■>  high  .is  i he  initial 
one. 

•  (  onsumei   nit  it  ltd*       I  he   |>n> 
port  ion  .»i  |>i  ime  \  iewei  s  thai 
gave  I  'pjohn  products  i  In-  top 
rating  rose    11%,  from  27  B 
to  39,3'  , 

•  I'ini  hose  pot, utml  I  '•  '. '  ,  "I 
I > 1 1 r nt-  \  iewei  s  stated  the) 
would  considei  buying  I  ni 
t  .i|>>.  aftei  the  Vctualit)  Spe 
cial  ( ompared  w  ith  7.2'  ,  be 
fore,    .i    i  tl.it  i  \  e    in*  rease    <>l 

Mir 

Intel  \  iev»  s  were  <  ondu<  ted  In 
telephone  prioi  to  the  telecast  with 
one  group  ol  approximately  1 ,000 
housewives,  and  aftei  the  telecast. 
Ilit-  sample  size  and  distribution 
■  viewers  and  non-viewers  for 
both  samples  were: 

Before  Sample 


Total   Respond- 

1096 

100% 

ents 

Viewers 

427 

39       100°/« 

Prime  Viewers 

281 

26        66 

Light  Viewers 

146 

13         34 

Non-Viewers 

669 

61 

After  Sample 

Total  Respond- 

1137 

100% 

ents 

Viewers 

390 

34       100°; 

Prime  Viewers 

262 

23        67 

Light   Viewers 

128 

11        33 

Non-Viewers 

747 

66 

lioth  before  and  after  groups 
were  .iskt-tl  the  same  question, 
\ !'.(  said  Since  there  is  .iN<>  •• 
question  on  the  extent  <>l  viewing 
this  particular  program,  we  were 
able  in  group  housew  ives  in  ea<  li 
wave  l>\  ilif  amount  ol  viewing  and 
examine  changes  in  the  various 
measures  l>\  degree  >>i  exposure." 
Pbt  the  changes  in  awareness,  etc, 
prime  v iewei  groups  <>nl\  were 
those  thai  stated  the)  wati  hed 
.ill  hi  most  ni  tin-  program,  two- 
thirds  ni  all  \  iewers. 

Bi  uskin  resean  h  also  found 
viewer  considered  the  sponsors  ■  >! 
the  program  to  lit'  leaders  in  theii 
fields  (80%),  modern,  progressivi 
companies     85       .  concerned  with 


the   publii  i   will. in      Bfl  mil 

interested    in    keeping    people    in 
formed  on  world  affairs     B9 

Among  non  \  iewers,  th<  re  was  .il 
su  .i  favoi  able  image  ol  u  tualit) 
sponsors,  NBC  reported  Somewhat 
o\ci  h.ili  shared  the  strong  opinion 
ol  ilitn  pi  ime  \  iewei  counterparts, 
w  nli  .i  i ange  <>l   16  to  58 

l'i  i nit-     \  iewei  s     also     ri  fl< 
n.niis  in  know  ledge  i>i  i  he  subjet  i . 
the    resean  li    repoi  ted      \\  hi  i 
i  ;  ■»  .    said  the)  had  ••  good  ba<  k 
•_; i < > n 1 1 <  1  .iliciui    Russia   .ii    iln    time 
d|  Stalin's  death  before  the  broad 
i  ast,  -'  I  "'  ,    ol   |)i  ime  \  iewers  v. ml 
iln\   tlid   aftei    tin-  show.     \   mt.il 


■  ii    I  I  ', '  ,    idem  ified   Bet    • 

■  ii    the    K i in-i  in    Secrei    polii  •    i>< 
forehan 

\  iewi  i  -  befon  hand 

•i  In  .ii  n.  ii  li 

provided   them   with    i  un 

win 

aftei 

In  lu  i  mil  lu  r.< 

the  stud)  "had  i  dehniti 

its      null.  ii.  .      in     i    i  ms     "I     m     in 
in  .1     hi.!     • 

toward    the   ip 

|in  il)  ..il      and 

piililii    Hint,  i standing   ol    the   . 

gram's  subjei  i  mattet  ^ 


New  FCC  move  against 
joint-media  reduced  rates 


Advertisers  will  end  up  the  losers 
il  the  FCC  com inues  u  ith  .i 
new  effon  ii  li.is  undertaken  to 
force  combination  media  owners  to 
sio|)  offering  joint  newspaper- 
broadcast  reduced-rate  ad  plans 
I  he  federal  agent  \  ruled  in  [anu- 
.ii  \  thai  when  .i  licensee  owns  news 
papei  .mil  radio  stai ions,  he  i  an'i 
offer  package  deals  because  ii  would 
be  unfair  to  those  who  could  onl) 
offer  broadi  asi  rates 

I  he  1  (  (  s  latest  move  in  tins  * i i - 
rection  came  to  light  as  an  applies 
i  ion  for  transfei  ol  i  radio  stai  ion 
w.is  withdraw n  m ith  .i  i  hargi  thai 
the  1  ■(  ■(  ii  ied  to  fori e  .i  divorced 
rate  commitmeni  on  the  applicants 
.is  .i  i  ondit  ion  <>l  appro\ al 

Involved    is    \\  \  IP,    Ml     K 
N.Y.,    whii  h    Subui  li.ui    Bi ■'  idi 
ing,  subsidiarj  ol  the  1  ferald   I  i  il> 
une  Network,  sought  id  transfei  i" 
Patent    I  radei .  newspapei    sei  i 
thai  i  ommunit)      1  radei  publishei 
(  .ii  II    I  in  kei .  |i ..  says  the  appl 
ii. .ii  was  filed  with  the  let    earl) 
lasi    January,    and    in    March    the 
hint.'. in    requested    1  i adei    a§ 
among    othei    things     noi    !■>    sell 
radio  and  newspapei  advertising  in 
t  ombination. 


I  It-  viul  Ins  papei  iht  n  amended 
the   application    to   state   ii   didn'i 
contemplate  su<  h  rales,  bui  in  mid 
[une  was  insti  ui  ted  l>\  the  I '  < 
make    i   firm  commitmeni    to  thai 
effet  i     When   I  radei  refused  to  do 
so,    s.ikI     i  in  kti     the    papei 
advised   this  would   result    in    ; 
u.if  ted  .mil  furthei  dela)     and 
haps  denial     <>l  the  applii  at  ion 

I  in  kei    assei  ted    thai    il    selling 
l>.it  kages  ol   this  kind   in  com] 
live  markets   is  deemed   im 

"ll     Is    II  I 

practice  with 

i  federal  bureau  m  ith  | 

■  implian 

I  f<   pointed  out  thai  su,  h   , 
mi i litem  would  mean 
forego  fon  vo  the  ri  ell 

Inn. hi. ui   advertisin 
» ommon   business   prai  tio    th 
l).)ili  propei  and  legal 

I  in  kei  added  thai  in  his 
ui. ii  t .ist      thr  newspa] 
radio  station  are  in    i  I 
petitive  mai  kt  t  sh  i 
ill..   stations   and    t 
an)  concen 
this  mat  li 


SPONSOR   15    |i  m    1963 


Ouija  boards  or 
few  have  knack 


When  it  comes  to  picking  a  tv 
show  that's  going  to  land  in  the 
top  rating  brackets,  a  handful  of 
advertisers  and  agencies  have  a  real 
corner  on  the  market.  A  sponsor 
analysis  of  "top  ten"  evening  shows 
(full  season  averages)  as  reported 
by  A.  C.  Nielsen  starting  with  the 
1955-56  season,  reveals  this  client- 
agency  pattern: 

•  Odds  favor  a  top  show  being 
sold  to  one  or  two  advertisers,  rath- 
er than  to  a  flock  of  participants. 
More  than  half  of  all  prime  time 
shows  involve  three  or  more  adver- 
tisers, but  three  out  of  the  four 
top-rated  shows  had  only  one  or 
two  advertisers.  Admittedly,  over 
the  span  of  years,  the  participation 
program  has  grown    (which  would 


judgment?- 
to  pick  winners 


reflect  a  bias),  but  even  in  the  sea- 
son just  completed,  seven  of  the  top 
ten  had  less  than  three  advertisers. 

•  Eleven  agencies  placed  three 
out  of  four  buys  on  top-rated 
shows,  with  J.  Walter  Thompson 
the  leader,  as  it  also  is  in  total  net- 
work billing.  Because  of  its  sheer 
dollar  volume,  JWT  might  be  ex- 
pected to  be  the  ratings  leader. 
Young  &  Rubicam,  close  behind,  al- 
so has  a  large  dollar  volume,  but 
in  third  place,  with  considerably 
less  spending,  is  Benton  &  Bowles. 

•  Ten  advertisers  sponsor  half 
of  the  top-rated  shows,  in  whole  or 
in  part.  Though  heavy  dollar  vol- 
ume might  account  for  many  of  the 
advertisers  occupying  the  year-to- 
year  golden  circle,  it  doesn't  readily 


explain  wh\  Oeneral  Foods  is  at 
the  top,  with  less  than  half  the  net- 
work dollar  'volume  of  Procter  & 
Cjamble,  which  ranks  second.  It  al- 
so doesn't  account  for  the  absence 
oi  leading  dollar-volume  advertisers 
in  the  leading-program  lists. 

•  Success  often  comes  from  dif. 
ferent  shows,  not  a  single  program 
bought  for  a  number  of  years.  Over 
the  eight-year  period  studied.  ■ 
programs  were  in  the  top  ten,  out 
of  80  possible  placements,  reflect ing 
a  turnover  in  the  top  ranks. 

Some  interesting  patterns  also  de- 
velop when  you  examine  the  agen- 
cy-advertiser relationship  to  basic 
tv  program  types. 

Just  four  years  ago,  seven  of  the 
top  ten  shows  were  Westerns.  Oniv 
two  westerns  were  involved  in  this 
year's  rankings.  Only  one  show. 
Gunsmoke,  managed  to  place-  in 
seven  of  the  eight  years.  Nothing 
else  was  close. 

Ed  Sullivan,  Danny  Thomas, 
Have     Gun,     Will     Travel,     and 


Gunsmoke  a  champion  among  leaders 

Over  span  of  eight  years,  only  one  program  lias  been  able  to  hold  a  top  position  most  of  the  time.    With  seven  placements 
in  top  ten  dining  this  period,  CBS  TV's  Gunsmoke  holds  singular  distinction.    No  other  show  ranked  more  than  four  times 


II  Train  made  the  elite  [oui 

times     Significantly,   35  <>i   the    12 
Igbows  placing  <>\et  the  years,  lasted 
ioi    i   maximum  <>l    two  years,  20 
ol  ihis  total  only  one  yeai 

Sin  li  .m  analysis  does  noi  impl) 
the  shows  lasted  only  .i  yeaj  oi  two 
Some  moved  in  .iml  i mi  ol  the  i"|> 
uii.  is  in!  example,  Ed  Sullivan, 
though  continuing  ovei  i  long  span 
ol  i ime  Mosi  h.i\ e  fairl)  long  life 
i\|).iiin.  some  hitting  the  top  ranks 
toi  .i  yeai  <>i  i  wo.  i In  n  set i ling  ba«  k 
to  .i  strong  t.u ing,  i hough  not  mak 
png  n  .ill  the  \\i\  u|>  again.  In  at 
least  .i  lew  i.ims  /  assie  and  Danny 
YThomas,  foi  example  -fame  came 
only  aftei  .i  numbei  ol  years  on  i\ . 

I  hough  forty  different  agent  ies 
though i  time  on  the  top  shows  ovei 
the  eight-yeai  span,  twenty  five 
were  able  to  place  Inn  once  >>i 
twice  Generally,  those  who  used 
network  i\  more  frequently,  plat ed 
more  often,  lint  dollar  volume  buy- 
ing could  not  always  he  equated 
•with  high  rated  "placements." 

follow  iuy  ,iie  agent  \  leaders  in 
buy  ing  high  score  network  top 
shows,  with  the  numbei  ol  |>x> 
grams  bought  in  the  top  ten. 

I       /.  Walter  Thompson  21 

)                Rubicam  l>> 

Benton  6  Bowles  17 

I    /  Bates  II 

William  Esty  II 

Dancer -Fitzgerald-Sample  in 

Met  mn-l  ru  kson  9 

BBDO  s 

/     >te,  Con, •  6  Belding  7 

I    impton  7 
SSi     B 

Some  ol  the  placements  involved 
■  sin. ill  numbei  <>i  shows.  DFS,  for 
pne,  rode  with  Gunsmoke  lor  si\ 
rears,  M  ..;//  Earp  for  two  seasons, 
IhkI  Dr.  Kildare  foi  one.  But  in 
i  lie  eighi  yeai  streu  h,  |  Walter 
Thompson  has  had  1L'  shows  in  the 
Lop  ten:  Ed  Sullivan,  Have  Gun, 
tVill  Travel;  Wagon   Train,  Father 

'strip,  The 
Untouchables,  Rawhide,  (undid 
Camera,  Perry  Mason,  Dr.  Kildare, 
•nil  The  Lucy  Show. 

\    v  R  similarly,  h.is  placed  on 
1  "    /  /  ove  Lucy,  Gunsmokt      I 
md  Hitchcock  Presents,  Cheyenne, 
'irk.   Rawhide,  Candid   Cam- 


Intuition? 

( .  neral    I   >ods  has  li.nl  a  spol   in  ili< 

network  top  i<  n  foi  eai  h  .>i  thi    i 

years  studii  <l     Head  of  advert i 

n\  n\  foi  General  I  •  ■■  ■■  1^  ii  I     \\     I  in  I 


Dollar  dominance? 
Leadei     among    agencies     in     picking 
winners    .is  well    is  network  spending, 
is    |     \\  .ilu  i     I  hompson,    w  h<  n    Dan 
Si  ymoui    has   a    top   role    in   de<  isions 

era,  l'<  »n  Mason,  D>.  Kildare,  and 

Hm    ( 

Hcnton  &  Bowles  also  bought  ten 
different  ones:  December  Bride, 
Gunsmoke,  Danny  Thomas,  Rifle- 
man, Red  Skelton,  77  Sunset  Strip, 
Rawhide,  Andy  Griffith  Show,  Pet 
Mason,  and  Ben  ( 

I  he    advertiser    |>i<  ture    shaped 
up  like  this: 

eral     lands  /s 

I'm,  i,  r  i    Gamble  1 1 

I    vei  Brothers  II 

I  lgg<  II    i      M\>   >  I     I'nli,;,  CO       " 

R    I    Rey  nolds   Tobat 
Ford  Motor 
1     \gate-P 
Remington  Hand 
Bristol  Myers  6 

I  merit  an  Honu  P  6 

Were     the     expenditures     on     .m 

average  year  to  be  the  basis,  issunv 
ing  sn i( tl\  the  laws  ol  > ham e,  the 


like  this:   Pi  (J  ici 

ii  hi  1 1. .in.    Product     i  .ih 

1  I'  ilmolivi       ' 

Motoi     '  ■  i  K    |  i' 

nolds.     I  .il,  (  ,|| 

1  I    Mills 

I  e\<  r  and  P      C 
ilu    top     Bui    not   i  • 

eral  Foods,  whii  h  spends  It 
hall  the  P      « • 

lewel     doll. Us     ih. in     I  <  \i  l 

wmk  i \    iii    i  given   yi  n     <  ■ 

I   ....ds      si  oil  .1      W  llh 

shows.        /  •  <.•■■■        :  i 

Thomas,  Gunsi  '  ■ 

I  m      Si  '   I  I  md  D 

1 1 mhi  i      Bridt        In      all 
si udied.  General  foods  had  ai  l< 
one  show   in  i he  uppei  bra<  i 
PfeG  in. I  t.u   second  with 
different   shows     Ben  i  I  ■ 

I  •      Real  Mci  s 

u  i  Strip,  Rifleman,  it  II  J  r/>. 
and   /   /  /  For  1  -ix 

programs  pla<  ed:    /In    I  Si 

/.'    I     Skelton,     Candid     < 
II.*      Gun,     Will     I  i  I 

md    I  at' 

Othei    exceptions   to   the  dollar 
and  rating  tandem   wen     Gem 
Vfotors,   fifth   m  doll. us.  with   ' 
five   top   placements;   Gillette  and 
<  General  Mills,  whit  h  had  but 
and    two    plat  ements    respet  tivi 
through  the  eight  years     Vmt  r  it  an 
Home    Products,    number    two    in 
dollars,  hut  numbei  ten  in  pit  k 
winnei  s;    and     R.<  mington     Kind. 
Vi  hn  h    had    l>ut    .me   show    t  hr « ■ 
six  yeai  s      ( . 

I  hn  network  w  s  leading  shows 

in    bought   by    i  limited  niimlx  I 

advertisers  is  in  contrast  to  the 
large  numbei  "i  advertisers  who 
lni\  the  medium  each  year,  an 
average  ol  more  than  WO 

(  dl  it  what  you  w  ill.  trad 
otds    ol    agent  ies    and 

\.U  v         S.iuie      sin  i  i  ■ 
Some     ill. i\ 

others   m.i\    s.n    they    don 
h.ised  on  the  record, 
foi  sin  i  ess  i>  enjoyed  !>• 
It   they'll  talk,  Danny   s 

|\\  I    oi    I 

I  Ies    .in,  (  ..  i 

•  Is  may    h>  i  i 

l»ei  haps     -  ud         ^ 


SPONSOR   15    |i  m    |%3 


NOW 


■ 


SOOO 


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Irv  Schwartz         McGavren-Guild  Co. 
V.P.  &  Gen.  Mgr.      Mid-West  Time  Sales 


TIMEBUYER'S 
CORNER 


Media  people: 
what  they  are  doing 
,  and  saying 


CANADIAN  PRESENTATION:  CJOH-TV,  Ottawa  (channels  13  & 

8)  drew*  a  bevy  ol  buyers  to  their  film  presentation  at  the  Sheraton-East 
Hotel  in  New  York.  E.  L.  Bushnell,  the  station's  president— "affection- 
ate!) known  as  'Hush'  "—presided  over  the  film  showing  and  luncheon 
good-naturedly  bemoaned  the  fact  that  the  film  was  scheduled  In  si. 
the  food  last.  The  presentation  itself  was  delightfully  Canadian  to 
the  ear,  with  its  generous  scatterings  ol  "spot  shed-u\es"  and  "aboots.1 
Sonic  of  the  agency  people  on  hand  enjoying  the  lamb  chops  (what 
happened  to  Canadian  baton.  Hush?)  and  learning  aboot  CJOH-TV, 
were:  Aurora  Blando  and  Ray  McArdle,  Morse  Int.:  Robert  Pape  art! 
Noel  Becker,  Compton;  Larry  Colen,  Benton  8c  Bowles;  Helen  Thomas, 
Street  8c  Finney;  Bob  Hall,  Don  Lumsden  and  David  Farrar,  I  lmmp- 
son-Koch;  Joan  Rutman,  Ed  Hamowv  and  Warren  Stewert,  Wesley 
Assoc;  and  Ruth  Bayer  and  Peter  Steverango,  Parkson. 


1   1 

1 

At  advertisers  and  agencies:  every  desk's  a  stage 

Lever  Bros.-  associate  media  manager  Sam  Novenstern  (1),  learns  about  I 
WRFD  (Columbus,  Ohio)  from  Avery-Knodel's  market  development  director  I 
Ed  I.iei.  I  lie  rep  firm  is  showing  8-minute  radio  and  t\  station  market  II 
stories  b)   means  ol  a  special  desk-top  automatic    sound  slide- film  projector  I 

The  knot  is  tied:  Pete  Spengler.  planner/buyer  at  HBDO  (New  York)  I 
on  the  Campbell  Soup  account,  and  the  former  Rosea nn  Graffagnino  I 
ol  Young  8c  Rubitam  (New  York)  were  married  18  May.  The  Speng- 1 
Uis  honeymooned  in  St.  Thomas  and  Puerto  Rico. 

A  pink  ribbon  arrival:  |.  Walter  Thompson's  (New  York)  [errj 
Golden  and  wife  Pal  welcomed  new  arrival  Kelley  Ann,  a  six-poundet 

and  their  first  child,  on  19  | tine,  [err)  buys  foi  1  evei  Bros.,  Brillo, 
RJieingold,  and  Seven-Up;  was  formerly  with  Doyle  Dane  Bernbach 
I  New  York). 

{Please  turn  to  page  18) 


ID 


SPONSOR    i;>   jim    11163 


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-that's  advertising  efficiency. 


WBAL  TV,  BALTIMORE 

MARYLAND'S  NUMBER  ONE  CHANNEL  OF  COMMUNICATION*' 


NATIONALLY  REPRESENTED  BY  EDWARO  PETRY  &  C 


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This  is  a  formula  that  Richard  Betts, 
Gun-Betts  Oldsmobile,  has  used  for 
a  long  time  for  successful  sales.  Add 
KONO  Radio  (Dial  86)  to  the  fine 
line  of  Oldsmobiles  and  continued 
sales  success  is  the  total  result.  Mr. 
Betts  has  found  that  KONO  has  the 
receptive  adult  audience  so  neces- 
sary for   quality  automobile   sales. 

KONO  Radio  works  for  Richard  Betts 
.  .  .  KONO  Radio  will  work  for  you. 

Don't  take  our  word  for  it  .  .  .  Call 
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For  other  details  contact  KATZ  Agency. 


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TIMEBUYER'S 
CORNER 


Continued  from  page  46 


Never  fear,  Compton's  (New  York)  media  men  are  on  guard:  Media 
trainee  Steve  Manshel  is  in  the  midst  of  his  two-week  stint  with  the 
National  Guard,  Alan  Klein  starts  his  tour  this  week. 

Return  of  a  vacationer:  Gumbinner's  (New  York)  Anita  Wasserman 
is  back  at  the  agency  after  three  weeks  in  Europe  where  she  spent  all 
her  time  listening  to  the  radio.  (Well,  that's  what  the  agency's  pr 
man  said.) 

Welcome  back  to  the  Summer  Festival:  George  Peter  is  back  in  the] 
media  department  at  Maxon  (New  York)  after  a  refreshing  vacationl 
in  Massachusetts. 

New  appointment:  Gail  Martell  has  been  named  a  media  estimator 
at  Needham,  Louis  &:  Brorby  (New  York).  She  was  formerly  with 
Wexton  (New  York)  as  media  director,  concerned  with  print  media 

Promotion  announced  in  N.  Y.:  Max  Tendrich,  who  was  executive 
vice  president  and  media  director  at  Weiss  &  Geller,  has  been  named 
executive  committee  chairman  of  the  agent \. 

A  month  on   Long  Island:   Walter   Barber,   associate   media   dim  toil 
at  Compton  (New  York),  is  spending  the  month  of  July  vacationing 
in  Noank  with  Mrs.  Barber  and  six  of  the  eight  Barber  children. 

— Grace  Porterffield:  midsummer  rates  dream  — 

During  the  12  years  Grace  Porterfield  has  been  associated  with 
Benton  &  Bowles  (New  York),  she  has  progressed  from  a  five-year 
position  as  secretary  to  the  account  exec  on   Maxwell   House 
Coffee — who  in  1946  was  Edward  Esty  Stowell,  now  president  of 
Ogilvy,  Benson  &  Mather — to  a  year's  stint  as  assistant  buyer, 
and  lastly,  media  buyer  on  the 
Maxwell     House    and     Instant 
Maxwell  House  Coffee  account. 
Grace,    aptly    named,    departs 
from      her      usual       pleasant 
disposition    to    simmer    about 
summer  rates.  She  feels  that 
with  the  inherent  decline  in  tv 
sets-in-use  during  the  summer 
months,  an  urgent  plea  for  rea- 
listic rates  is  in  order.  "Sum- 
mer discounts   have   been   of- 
fered   by    some    stations,    she 
says,  "but  the  policy  must  be 
widespread  to  be  effective.  Sta- 
tions   would    have    less    time 
available,    while    advertisers 
would    be    able    to    purchase 
summer  tv  at  sensible  efficien- 
cies under  a  discount  plan."  A  native  New  Yorker,  Grace  lives  in 
Manhattan  with  her  husband,  Charles  Clayberger,  who  is  also  in 
the  advertising  field.   The  Claybergers  escape  the  city's  summer 
heat  at  their  second  home  in  southern  New  Jersey,  which  boasts 
grounds  harboring  a  cranberry  bog.    She  is  a  member  of  IRTS. 


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CUSTOM  STYLING  Striking  new  lines  in 
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COMMERCIAL 
CRITIQUE 


Trends,  techniques,  new 
styles  in  radio  tv 
commercials  are  evaluated 
by  industry  leaders 


"A  HOUSEWIFE'S  REACTION  TO  TV  COMMERCIALS" 
OR  "I  DREAMED  I  WAS  BRAND  X" 


By  CAROL  ROSENZWEIG 

The  typical  American  housewife 
probably  agrees  that  Charmin  is  a 
lunin  name  for  a  clog;  that  a  liv- 
ing bra  is  better  than  a  dead  one; 
and  that  her  husband  had  better 
not  use  two  dabs  il  he  knows  what's 
good  lor  him. 

She  is  amused,  interested,  an- 
noyed,   inspired    and    bored    by    it 


Source:  r.s.  Tele  Service 

Typical  Gleem  Commercial  .  .  . 

may  prompt.  Mrs.  Average  Housewife 
to  discard   offspring   who  won't   brush 

all,  depending  on  her  frame  of 
mind  and  mood  at  any  given  mo- 
ment, as  well  as  on  the  sum  total 
of  all  her  experience,  neuroses, 
goals  and  prejudices.  Whether  she 
rushes  out  to  buy  what  particular 
products  is  known  best  to  the  sales 
executives  and  advertising  agencies 
ol  the  interested  companies. 

However,  one  way  or  another, 
the  millions  ol  American  house- 
wives, of  which  I  am  one,  do  read 
lo  TV  commercials.  We  stampede 
our  supermarkets  at  least  once  a 
week,  make  unaided  choices  among 
hundreds  of  products  seen  at  one 
time  or  another  on  television  and 
often  don't  consciously  know  jusi 
win  the  hand  that  rocks  the  cradle 
i.ind  the  cash  register)  teaches  loi 
one  brand  in  preference  to  an- 
other. 

This  is  a  rather  remarkable 
phenomenon  and  one  about  which 
surprisingly  little  has  been  written 
outside   the   trade.     As   a   part-time 


writer  as  w;ell  as  a  housewife,  I 
skim  more  than  my  statistical  share 
of  mass  magazines  and  newspapers. 
Although  these  kaleidoscopes  of 
the  American  scene  are  filled  with 
opinion,  reaction,  sermon  and  dia- 
tribe aplenty  dealing  with  televi- 
sion and  its  inhabitants,  little  is 
said  about  the  "few  (million) 
words  from  our  sponsor-'  and  what 
part  they  play  on  that  self-same 
American  scene.  When,  here  and 
there,  the  TV  commercial  makes 
an  occasional  sail)  into  print,  it  al- 
most always  comes  off  as  a  low  form 
ol  video  life  whose  sole  "raison 
d'etre"  is  to  whip  the  natives  into 
wild  spending  sprees.  Mrs.  Aver- 
age Housewife  supposedly  reacts  to 
TV  commercials  with  a  fervent  de- 
sire to  discard  anything  in  her 
home  more  than  one  day  old  .  .  . 
including  husband  and  offspring 
who  simply  WON'T  brush  alter 
every  meal. 

No  one  can  report  in  depth  ex- 
actly what  the  housewife's  reaction 
to  TV  commercials  is.  It  is  too 
broad  and  complex  a  syndrome 
and  is  undoubtedly  something  dif- 
ferent for  everyone  at  various 
times.  However,  it  is  m\  belief 
that  there  are  some  aspects  to  the 
subject  which  arc  no  more  than 
"a  quarter  inch  away"  from  the 
surface,  yet  are  hardly  ever  trotted 
out  for  a  breath  of  air. 

Nowhere  is  it  suggested  that  the 
TV  commercial  serves  the  very 
practical  function  of  presenting 
the  nation's  products  and  services 
and  informing  the  consumer  of 
their  uses  and  benefits.  Each  day 
thousands  of  supermarkets,  dis- 
count drugstores  and  other  retail 
establishments  Ming  open  their  sell- 
service  doors  to  the  public  with 
nai\  a  sales  clerk  in  sight.  One  ol 
the  factors  that  makes  this  possible 
is  ill. ii  the  sales  (  lei  k  has  .thc.ulv 
been  lo  the  housewife's  home  in 
the    form    of    the    TV    commercial. 

TV  orientation   is  so  taken   lot 


granted  that  we  accept  without 
question  the  ability  of  even  the 
least  gifted  homemaker  to  regular 
1\  and  skillfully  navigate  a  verita 
ble  labyrinth  of  brand  names.  This 
complex  includes  products  that 
sound  alike,  look  alike  but  inav 
serve  uses  ranging  from  wideh  dif. 
ferent   to  almost   identical. 

Does  this  seemingly  endless 
choice  hammered  home  night  and 
day  by  the  TV  commerc  ial  make 
a  woman  long  for  the  da)  when 
soap  was  soap  and  not  Gee,  Whiz 
and  Bang? 

The  answer  is  "yes,''  il  you  simi 
larh  think  that  she  yearns  for  dis- 
enfranchisement,  arranged  mar- 
riages and  vocal  ion. il  ostracism,  all 
of  which  eliminate  the  necessitt 
of  choosing. 

Rather,  I  believe  that  a  woman 
rightly  looks  upon  the  problem 
tion  of  products  on  TV,  not  as  a 
form  of  persecution  peculiar  to  the 
mid-twentieth  century,  but  .is  I 
natural  outgrowth  of  the  competi- 
tive bid  for  her  consumer  dollar 
She  might  even  wonder  win  other 
claimants  for  that  dollar,  especial 
1\  those  purveying  goodies  dear  to 
her  heart  like  fashion  and  travel, 
appear  only  as  shadowy  and  oc- 
casional visitors  to  the  showcase 
(Please  turn  to  page  66) 


Author,  free  lance  wi iter,  <  rstj 
while  advertising  and  publicity 
executive,  Carol  Rosenzweig  il 
the  wife  <>i  s.ml  Rosenzweig,  \ice 
pus.  of  KPLR  I  V.  St.  Louis. 


50 


SPONSOR/ 1 5  julv 


*»  ;"%& 


a 


jfc 


*. 


i 


ro\. 


It's  Chun-King!  The  Chun-King  Corpora- 
tion in  Duluth,  world's  largest  producer  of 
American-oriental  foods.  Take  a  second 
look  at  the  Duluth-Superior-PLUS  market 
—it's  bigger  than  you  think!  Bigger  be- 
cause KDAL-TV  now  delivers  Duluth- 
Superior-p/us  coverage  in  three  states 
and  Canada— through  18  licensed  trans- 
lator stations! 

It  all  adds  up  to  a  quarter  of  a  million  TV 
homes  in  the  Duluth-Superior-PLUS  area 
—second  largest  market  in  both  Minne- 
sota and  Wisconsin— and  only  KDAL 
delivers  it  all! 

Duluth  Superior-Plus 
a  iAirki r~r*r.~>.     in  *°**  Minnesota 


KDAL-CBS-RADIO-TELEVISION  3  REPRESENTED  BY  EOW.  PETRY  A  CO..  INC.  AND  IN  MINNEAPOLIS  ST  PAUL.  BY  HARRY  S  I 


If  you  lived  in  San  Francisco . . . 


. .  .you  'd  be  sold  on  KRON-TV 


'WASHINGTON  WEEK 


News  from  nation's 
capital  of  special 
interest  to  admen 


if  if    T->lu  FCC '3  complaisance  toward  the  glaring  compe'  ice  be- 

tween ABC  and  its  fellow  network  ;  continues  to  out  rag,-  rotest  ing 
third  network  and  astonish  onlookers,  including  some  F_CC  member 

Last  week  it  was  radio  :  ABC  will  face  the  loss  of  its  New  York  f] 
station  unless  it  agrees  to  direct ional i=e  nighttime  coverage  to  accommo- 
date KOB,  Albuquerque,  N.  Mex.  ,  a  clear  channel  Station  gi       same  I 
quency  21  years  ago.  The  Commission  insists  there  is  no  great  disadv 
to  WABC's  limited  coverage  as  compared  with  the  unlimited  operations  for 
NBC  and  CBS  New  York  radio  station:.. 

The  FCC's  proposed  duplication  of  clear  channels  has  long  been  a  bone 
of  contention  between  Chairman  Oren  Harris  of  the  House  Commerce  Commit- 
tee and  the  Commission. 

if  if   The  decision  against  WABC  renewal ,  which  hung  fire  for  five  embattled 
years  after  a  court  order  required  FCC  to  consider  compet  ive  network 

aspects,  follows  a  pattern  blasted  by  FCC  Cmr.  Kenneth  Cox. 

In  his  rousing  dissent  from  FCC  kill  of  7  possible  vhf  drop-ins  for  2- 

station  markets,  Cox  pointed  out  that  the  agency  sheds  a  crocodile  tear  or 

two  over  competitive  wounds  to  ABC,  while  assuring  the  network  it  has  a  fine 

future. 

X JL>  A  smalj.  ray  of  hope  for  restoration  for  one  of  the  canceled  vhf  drop-ins 
lightened  another  recent  FCC  decision  which  went  against  ABC  last 

week. 

ABC  plea  for  a  third  outlet  in  Johnstown,  Pa.,  went  aglimmering  for 

the  second  time  when  FCC  gave  vhf  channel  to  Clearfield,  Pa.  .    one  of  five 

educational  channels  in  that  state.  However,  a  footnote  said  consic- 

tion  was  being  given  a  drop-in  vhf  for  Johnstown,  Pa. 

Strengthening  the  hope  were  dissents  by  Cmrs.  Cox  and  Ford,  who 

proved  UHF  educational  assignments,  but  objected  to  the  Clearfield  vhf  in 

view  of  pending  petitions  for  a  Johnstown  outlet. 

if  if   ABC's  lone  stand  against  FC  [   order  abolishing  option  time  hinged 

double  jeopardy  in  loss  of  hoped^or  vhf  drop^ns^  w_ith  new      \    to 
clearances  on  an  affiliate  lineup  already  dubbed  "truncated*  by  the  : 
work. 

ABC  challenged  FCC's  declared  policy  of  fostering  competition  among 
the  networks.  It  points  out  the  hard  fact  that  ABC  has  127  prim;  .  li- 
ates,  while  CBS  and  NBC  have  191  and  193  respectively.  ABC  network  kill- 
ings and  hourly  rate  differentials  ar?  steeply  below  each  of  the  other  two 
networks. 

In  any  case,  ABC  despairingly  a3ks  for  more  time.  The  net  . 
Sept.  10  deadline  could  spell  disaster  to  network-stat ion-advert ising  com- 
mitments already  made,  based  on  option  time  clearances. 

NBC  remained  mum  on  option  time,  but  CBS  threw  down  the  gauntlet  on 
FCC's  outlawing  its  Station  Compensation  plan     form  of  optioning. 


Jhsor  15  ,,  M  |%3 


sponsor-week     Advertisers  and  Agencies 

Cash  registers  kept  busy  in  '62 


Willi  advertising  expenditures  up 
on  nearly  all  fronts  in  1962,  it's 
no  wonder  that  civilians  in  the 
U.S.  were  prodded  into  spending 
more  for  retail  goods  last  year 
when  the  per  capita  average  lose 
6%  to  $1,281  from  I961's  $1,208, 
according  to  the  Annual  Retail 
Trade  Report  just  released  by  the 
Commerce  Dept.'s  Census  Bureau. 
Retail  stores'  total  sales  were  up 
8%  last  %ear,  $235  billion  vs.  $219 
billion. 

For  food  stores,  average  sales  lor 
each  person  amounted  to  $314, 
against  $306  in  '61.  Next  in  per 
capita  sales,  but  showing  the  larg- 
est gain  over  '61,  was  the  auto- 
motive group  of  stores — S233  vs. 
$204.  In  the  general  merchandise 
group  ol  stores,  1962  per  capita 
sales  totaled  $148,  $10  higher  than 
the  previous  year. 


I  he  cost  values  ol  merchandise 
inventories  in  retail  stoics  at  the 
end  of  the  year  amounted  to  $25.6 
billion,  7%  higher  than  inventories 
held  at  the  close  ol  '61.  Ol  this 
total,  $14.4  billion  represented  the 
value  ol  stocks  and  non-durable 
goods  stores,  up  7%  from  'til:  and 
$11.2  billion,  the  value  ol  stocks 
of  durable  goods  stoies.  also  up  7'  ,  . 
A  year-to-year  increase  ol  10%  was 
noted  in  the  inventories  of  fran- 
chisee! passenger  car  dealers.  An- 
nual sales  of  all  retail  stores  in  '62 
were  9.2  times  the  cost  value  of  in- 
ventories at  the  end  ol  the  year, 
virtually  unchanged  from  the  9.1 
in  '61. 

Retail  stores  in  the  U.S.  reported 
a  total  of  $14.3  billion  ol  accounts 
receivable  balances  owed  to  them 
by  customers  as  of  .11  December 
1962,  10%  more  than  the  $13.1  bil- 


Bank  goes  'bowling'  again  on  Hollywood  tv 

Security  First  National  Bank  (Los  Angeles),  via  Donahue  &  Coe,  has  signed  for  its  second  year 
of  sponsorship  of  a  two-hour-plus  telecast  of  a  complete  Hollywood  Bowl  program  on  KHJ-TV. 
An  all-Gershwin  night,  it  will  be  taped  27  July  for  prime-timing  7  August.  Looking  at  picture  of 
last  year's  initial  KHJ  telecast  are  (l-r)  Hollywood  Bowl  president  Oscar  Trippet;  KHJ  program 
director  Wally  Sherwin,  and  Lloyd  A.  Austin,  chairman  of  the  board  of  Security  First  National 


lion  reported  as  ol  the  same  date 
a  year  earlier?  Credit  balances  on 
the  installment  accounts  amounted 
to  $6.9  billion,  an  amount  Id'  , 
higher  than  at  the  close  of  '61;  and 
balances  on  charge  accounts  totaled 
$7.  I    billion,   up    I'  ,     from   '61. 

"Who's  Who"  off  presses 

One  year  alter  the  start  ol  the 
project,  Haire  Publishing  ol  New 
York  is  ready  with  the  first  edition 
of  'Who's  Who  in  Advertising," 
a  1,300-page  volume  of  10  nun 
biographical  sketches  intended  is 
a  daily  business  tool. 

The    book,    edited    by    Eldridge 
Peterson,    former   editor   and    pub- 
lisher    ol    PRINTERS'    IXK,    lists 
agency  executives,  media  men.  of- 
ficers and  advertising  executives  in  ( 
industries,  teachers,  and  others  who  i 
contribute  to  the  country's  SI 2  bil-  I 
lion  annual  advertising  investment. 
Some   50   researchers,   editors,    and 
writers  worked  on  the  book,  which 
sells  lor  $50. 

'Organization  man'  hit 
for  'molehill-making' 

The  "Organization  Man''  and 
"look-alike"'  advertising  have  been 
sharply  taken  to  task  by  the  head 
ol  one  of  the  top  agencies  in  the 
Southwest,  who  singled  them  out 
lor  criticism  in  a  recent  talk  on 
"The  Lost  Sense  of  Destiny  in 
Marketing,"  before  the  Sales  and 
Marketing  Executives  (Jul)  ol  S.m 
Antonio. 

Clay  W.  Stephenson,  president 
ol  the  Houston-headquartered  firm 
be. n  ing  his  name,  asserted  that  in 
marketing,  the  "Organization  Man" 
is  forever  busy  making  "a  molehill 
out  ol  a  mountain.  At  the  agenn 
level,  be  siiivcs  mightily  to  ni.iki 
the  imitative  appear  creativi 
the  client  level,  he  renders  the  un 
creative  even  more  uncreative  b\ 
forcing  it  into  the  'fail-safe'  strait 
jac  kei  fundamental  to  organization! 
thinking.'' 

"I  lis  ni.ii  k."  he  added,  "is  to  be 
be  seen  today  in  the  conscious  in 
feriority  in  t\  programing,  in  tin 
universal  worship  ol  computers 
ihc  drab  sameness  ol  advertising 
the  prevalence  ol  price-dealing  sell 


54 


SPONSOR   15  ji  iv   196. 


ini4  i.K  in  i,  the  mushrooming 
growth  ol  parasitii  private  labels 
(he  1 1 ~> i  in  long,  and  depressing  to 
i  ■•nit  mplate  " 

Stephenson  said  thai  while  ii 
m.i\  be  Hue.  and  understandably 
no.  thai  i Ik  <  'i ganizai ii >n  Man's" 
in. n  k  ol  medio*  i  ii  \  in  iik  >m  often 
to  be  found  < > 1 1  the  produi  i  ol  the 
D  ^eni  \  and  the  big  advei  tisei . 
it  in  .il>. i  present  "and  somel imes 
in  mi  redibly  gr<  itesque  foi  m"  i  >n 
the  produi  i  "I  the  small  agent  \ 
.mil  the  small  advei  i  isei 

I  fitting  .u  look  alike."  he 
pointed  as  an  example  to  "the  not 
tin)  iiin|iii  ing  histoi  \"  di  .in  1 1 1 1 1  ad 
\ti  tising,  noting  thai  the  majoi  ity 
<>l  the  I mt-N  ,ii  one  time  .ill  empha 
si/ctl  theii  equipment,  latei  shift- 
pg  to  target  sei  \  i<  e  and  meals,  and 
presently  "faddishly  vying  in  .i 
presentation  ■>!  grai  ious,  hand 
somch  uniformed  men  and  women 
■ho  are  |>m poi ted  i<>  make  travel 
in-  i)\  .tit  Di)l\  ,i  little  less  relaxing 
than  .i  d.i\  .ii  the  seashore  " 

I  It-  said  the  result  oi  these  "un 
inspired"  efforts  has  been  to  pei 
made  oiilv  something  U-nn  than 
■  I  the  population  to  travel  l>v 
ni  in  sboi i.  B5'  ,  ol  the  popula- 
tion in  niiII  waiting  n>  be  convinced 
■  >f  the  met  itN  ■>!  .iii  travel." 

( )thei   "look  .ilikt-N"  t  ited  by  su- 
iison  were  in  sue  h  hea\  il\   pro 

led    prodiu  i    t  .uegoi  ies    .in   t  iga 
rtttes,  soaps  and  detergents,  drug 
produ(  K.  automobiles,  and  the  <  ui 
rem  use  l)\   m.in\   divergent  prod- 
im  In  .»i  ",i  pai  in  ul. ii  l\  hoi  rendous 
type  ol  testimonial  advertising,  ap- 
parently inspired  l>\  Candid  Cum 
Results.  Stephenson  <  hinted. 
<>nl\  sci\e  to  demonstrate  "the  ob 
i<»iiN    fallacy"'    ol     assuming    th.it 
whatevei    works  l<>i   one  advertise! 

Ill  work   loi   anothei 
However,     he    emphasized     thai 
the   size   o|    .in    advertisei    and  oi 

igem  v    isn't   net  i«.n  il\   .i  |>t  ime 

iiise    Im    advertising    being    eithei 

iit.iti\e   ot    o||  taigi  \ssuming 

i     tompetent  e    ol    .in    ageni  \     to 

elop    effective    advertising."    be 

lid.  '  Un  absent  e  t  an  be  fail  l\   laid 

the    neai  universal    pra<  tit  e    ol 

illnwing    advertising    derisions    to 

in.itle    l>\    non  advei  tising    i 

s     ihenson   asserted   that    in   his 
sears  in  the  .ul  business,  sei  \  ing 
"     both     the     t  lient     ami     ageni  v 
*'els.    be    has    "emountered    rela 


21  years  of  'wedded  bliss'  for  station  and  client 

Tusing  Finance   Co.   in   recognition   of   21   years  of  continuous   advertising  on   WAVY.   Norfolk- 
Portsmouth-Newport  News.  Va ,  was  given  a   "day''  by  the  station,  consisting  of  special  announce- 
ments by  personalities  and  account  execs  plus  awarding  of  plaque  to  president  Joe  Tusm. 
from  I)  on  WAVYTV's  "Dialing  for  Dollars ."  Giving  award  was  v  p  Edward  J   Hennessy  (2nd  from  r) 


lively  it -w  creative  advertising  peo 

pie   pel  nianentlv    eiiNt  on.  ed   on    the 

t  lieni  side  <>l  the  dt-Nk ."  Bui  he 
added  thai  the  blame  foi  the  sil  ua 
tion  tliit-Nn't  lie  with  the  i  lieni 
alone:  1  quail)  responsible  is  the 
agencj  man.  big  and  small  .dike, 
who  hasn'l  goi  the  guts  to  uim 
.m\  iIiihl;  bul  lip  sei  vice  to  <  reative 
advei  tisii 

lit    N.iid  that   it)  solve  the  prob 
Km  ol   the  de<  lining  effei  i iveness 

ol    atl\  ei  I  ising    ii    iiiuni    l»t-    ii  i. it  ket! 

at     the    root     the    "organization" 
concept,  which  Ii.in  "contributed  so 

l.i\  inIiK  to  the  waste  and  tle<  lining 
t  reativ  n\  in  advei  i ising."  I  Iun  t  on 

i  epl    is  hen-  to  n|.i\.  at    le.iNt    in    the 

forseeable  future,  said  Stephenson, 
bin  ii  doesn't  imply  thai  iiN  weak 
nesses  tan  i   In    minimized  and   iiN 
strengths    enhanced,    ii    evaluated 
and  tie. dt  with  objei  lively 

Gas  ad  yield  low  with 
high  earners:  KGLM 

Brand   loyalty   bears  little  oi   m> 
wt  ighi   in  the  l)ii\ ing  dei  im- >ns 
uppei  im  ome    Si  unlit  i  n    (  aliforni 
.iiin.  with  almost   as  many   patron- 
izing  three   brands  ol   gasoline 
are  faithful  to  a  single  label      1 
I. it  i   u.in  revealed   ii\    k(  .1  M    I    - 
Vngeles,   in   one  "I    52  studies   it's 
sponsoring  to  examine  thi 
ness,  attitudes    and   brand   prefei 
em eN  ol  hi luseholds  eai ning  v- 
ami  up  annually 


I  lere's  the  bn  .ik.!.. 
tronize  only  one  bi  ind  of  gaso 
patronize    ai     1-  isi     ill 
50  "■  .     Inn    two    brands      Stai i>m 
iIno  nut overcd  "the  overall  failure 
ol  the  iii.ii  k<  ui »  to    lock    thi 
credit  i  iNkN  to  them"  .in  reflei  ted  in 
the   faci    thai   only    about    hall   ol 
thiN    in-lit  i  im  ome    group,    whii  b 
Ii.in  .i  high  «  oni  enti  ation  >ii  no  ond 

cars,  in  i  ui  lent  Iv   i  .ii  i  \  iii 

line  credit  card 

kPPOLN  I  MI  N  I  S         Vita  Vuiih. 
i  andy  foi  m    v  itamin    produi  t    i 
dui  ed  by    I  he   [effi         '  < 

.nitl   formerly    marketed   l>\    B     I 
Babbitt,  to  Wennen  v  s  non 
|i1.uin  i  all  foi  extens 
u  Buiton    Foods  to  Oacar  Di 

Mi  -jo    \nm„  iatea  ■  um- 

mell     I  I  id    Mi  -ml*  i  n..h    ( 

|     II     k 
i  him      in.iiuil.it  tut  i  Bui  ton 

Brow  ne    ViIm  ii  ising  I  i 

Mi  uli   s!i  I  illt  i    Neal   li.ii'' 

V       I    IIIiIn,   \ 

M  \\     W.I  \(  II  s     R         (    ipit 
(  olwell  Ii.in  been  foi  m< 

\l    Ries     Vdvertisit 
piello  w.in  form* 

Mars tel  lei   ai 

turn    su| 

i,  \  Botsford  di   Garmo 

the  nam 


•PONSOR   15    un 


SPONSOR-WEEK  I  Advertisers  and  Agencies 


Botsford,  Constantine  8c  Gardner 
.ind  de  Garmo  Inc.  It  will  operate 
through  '29  wholly  owned  domestic 
and  international  offices,  affiliates, 
or  associates  of  the  parent  agencies. 

SWELLS  RANKS:  Goodwin,  Dan- 
nenbaum,  Littman  &  Wingfield  of 
Houston  has  been  elected  to  mem- 
bership in  the   1A\. 

NEW  QUARTERS:  Marketing 
Impact  Research  now  at  515  Madi- 
son Avenue,  New  York  22.  Phone 
number  is  HA  1-3311. 

KUDOS:  Frank  Seeley,  head  of  the 
Frank  Seele)  Advertising  Agency, 
elected  president  ol  the  San  Diego 
\-,sii.  or  Advertising  Agencies. 
Norman  Foster,  president  of 
Barnes-Chase,  is  the  new  vice  pres- 
ident and  E.  L.  "Bud"  Chase  of 
the  Chase  Co.,  is  secretary-treas- 
urer. .  .  .  R.  J.  Caire  of  Ronn\ 
Caire  Agency,  was  named  New  Or- 
leans' Advertising  Man  of  the  Year 
by  the  Advertising  Club  of  New 
Orleans.  He  was  honored  for  the 
part  his  agenc)  played  in  a  tourism 
promotion  sponsored  in  ten  states 
b\  Spen  \  8:  Hutchinson,  distribu- 
tors of  S&l  I  Green  Stamps. 

AROUND  COMMERCIALS:  In- 
tercontinental Broadcast  Media 
completed  a  new  series  of  musical 
commercials  for  the  Automobile 
Club  of  Maryland  for  their  World- 
Wide  AAA  Foreign  Travel  Service. 
Langsdale  Advertising  is  the  agen- 
(\.  .  .  .  Robert  S.  Colodzin  has  been 
named  president  ol  SIB  Produc- 
tions ol  New  York.  He  was  for- 
merly t\  production  supervisor  at 
Benton  8c  Bowles  where  he  worked 
on  Crest  Toothpaste,  among  other 
accounts. 

MOVING:    Robert    M.    Hrubesch 

to  product  manager  in  the  Borden 

Foods'  cheese  and  perishable  prod- 

u(  is  ni.ii  keting  group. 

Jack   R.   Ryan    to   public    relations 

manager  of  Olin   Maihieson  Chcm 

ical. 

Louis  LeGall  to  manage)  ol  French 

Services  foi    BBDO,  Canada.  He'll 

supervise  French  radio  and  tv  pro- 

du<  tions  loi  agen<  \  <  lients. 


Edward  S.  Clammer  to  government 
sales  manager  of  Visual  Electronics 
Corp. 

George  Sapin,  account  supervisoi 
for  the  Boston  office  of  Fuller  8: 
Smith  8c  Ross,  named  a  vice  presi- 
dent. 

Abraham  Schargel  to  Audits  8c  Sur- 
veys as  director  of  retailer  rela- 
i  ions. 

Robert  F.  Lynch  to  account  execu- 
tive, Robert  E.  Bonette  to  assistant 
account  executive.  Raymond  A. 
Burke  to  copywriter,  Mary  E. 
Todd  to  traffic  coordinator,  and 
Richard  P.  Matson  to  art  director, 
all  at  Needham,  Louis  &  Brorby. 
James  P.  Clinton  to  director  of 
media  for  Charles  W.  Hoyt. 
Clfve  R.  Fisher  to  Doyle  Dane 
Bernbach  as  account  executive. 


James  B.  Garvin  to  the  marketing 
and  research  staff  and  Malcolm  T. 
Stokes  to  staff  writer  in  the  adver- 
tising division  of  Beaumont,  Hell- 
er 8c  Sperling. 

Vincent  N.  Nunamaker  to  vice 
president  in  the  Yellow  Pages  N ■ 
tional  Sales  Agency  division  of 
Thomson  Advertising. 
Tom  Weiler  to  public  relations 
stafl  of  Botsford,  Constantine  8: 
Gardner,  Seattle. 

Al  Halker  sold  his  agenc\  in  Fu- 
gene,  Ore.,  to  rejoin  the  Whaley 
Co.  of  Louisville  as  national  sales 
executive.  Purchaser  ol  Halker  Ad- 
vertising  is  Heims  8;  Turtledove 
Vgencj  of  Portland,  which  also  ab- 
sorbed Ad  Counsel  of  Eugene  and 
named  Robert  G.  Christenson  as 
resident  manager. 


'Millionaires'  size  up  'sneaky'  promo 

Randolph  Shoes  has  provided  a  "Millionaire's  Vacation"  aboard  a  yacht  in  Florida  for  a  Mas 
sachusetts  family  whose  name  was  picked  in  a  contest  promoting  Randy  Pedic  sneakers.  The 
promo,  held  in  conjunction  with  Boston's  WEZE  Savings  Jamboree  Campaign,  involved  some  20C 
participating  dealers,  with  one  featured  in  each  commercial  over  the  campaign's  four  week: 


56 


SPONSOR   15  july   196' 


SOURCE:  A.  C.  Nielsen  Station  Index    May  June.  1962 


ONE:  You  get  dominant  coverage  (42.1%  average  share)  in  the  five-county 
Metro  Atlanta  market,  where  retail  sales  soar  to  $1,352,520,000  annually. 
TWO:  You  reach  132  counties  in  Ga.,  Ala.,  S.  C,  N.  C.  and  Tenn.  where 
retail  sales  total  $3,869,409,000  annually. 

Buy  the  one  that  gives  you  two  .  .  . 


WSB  RADIO 

Georgia's  50.000  watt  clear  channel  station 


NBC  affiliate    Associated  with  WSOC  AM  FM  TV.  Charlotte;   WHIO  AM  FMTV.   Dayton;   WIOD  AM  FM    Miami 


J0NS0R    15    ,nv    lilt,.; 


SPONSOR-WEEK     Networks 


'Hub'  urges  end  to  data  'worship' 


[Vs  big  brass  has  been  urged  In 
Eormer  network  exec  Hubbell  Rob- 
inson to  kick  the  habit  of  slavish 
submission  to  ratings  and  audience 
research,  which  he  says  can  tell 
what  has  worked  but  not  what 
will  work  in  the  Inline.  Robinson, 
who  recently  reactivated  his  own 
producing  company  alter  a  second 
tour  as  CBS  TV  programs  chief, 
points  out  that  shows  now  enjoy- 
ing continuing  mass  popularity  all 
originally  had  some  uniqueness, 
freshness,  and  boldness  ol  ap- 
proach, and  it  was  precisely  this 
difference  from  the  dismal  norm 
which  made  them  hits. 

His  first  stint  at  CBS  was  for 
some  15  years,  during  which  as  v.p. 
in  charge  of  programs  he  fostered 
such  top-flight  series  as  Playhouse 
'X).  He  then  left  the  network  to 
form  Hubbell  Robinson  Produc- 
tions, which  lensed  such  shows  as 
Thriller,  S~th  Precinct,  and  the 
Ford  series  ol  specials,  all  on  NBC. 
Robinson  rejoined  CBS  in  March, 
1962,  as  senior  v. p. -programs,  and 
resigned  that  post  last  March  to 
again  take  up  the  reins  of  his  inde- 
pendent  production  company. 

Debunking  the  notion  that  qual- 
ity approach  and  quantity  appeal 
are  mutually  allergic  in  t\.  he  notes 
that  even  within  a  standard  format 


of  proven  audience  appeal — the 
family  show,  the  medical  show 
the  situation  comedy — imaginative 
writers,  directors,  and  producers 
can  manage,  and  in  fact  have  some- 
times managed  to  mix  significance, 
proven  at iveness,  and  box-office  in 
pleasing  proportions. 

Robinson  cites  as  an  outstanding 
example  of  creative  approach  to  a 
basically  tried-and-lruc  format  The 
Defenders  series,  and  also  lauds 
"such  middle-of-the-road  offerings" 
as  Dr.  Kildare,  Ben  Casey,  and  The 
Eleventh  Hoar  as  also  having  had 
"their  moments  of  grit." 

"Even  The  Beverly  Hillbillies," 
he  says,  "whose  expertise  in  cor- 
nography  is  so  trying  to  so  few, 
occasionally  manages  some  neat 
comments  on  the  dubious  values 
our  society  spawns  so  abundantly." 

Hitting  out  at  over-emphasis  on 
super-cerebral  programing,  Robin- 
son maintains  it  is  wrong  to  try  to 
stull  highbrow  programs  into  the 
not -necessarily-highbrow  of  the  av- 
erage viewer  simplv  because  they 
are  artistically  elevating.  "By  any 
quantitative  measurement,  today's 
celebrated  cultural  explosion  adds 
up  to  a  blank  cartridge  fired  from 
a  water  pistol." 

He  adds:  "In  searching  for 
prouder  accomplishments  in  tv  en- 


Stations  form  California  Pacific  Network 

Forming  California  Pacific  Network  are  (l-r,  front)  Reg  Streeter,  KSLY,  San  Luis  Obispo;  Dorey 
Brown,  KSMA,  Santa  Maria;  Jim  Gates  of  Gates/Hall,  which  reps  web;  Mrs.  Len  Menard,  KDB. 
Santa  Barbara;  Lyle  Richardson,  KUDE,  Oceanside;  Henry  M.  Stanley,  Gates  Hall,  and  (standing) 
George  Allen,  Gates  Hall;  Sylvane  Lasallette,  KSLY;  Joe  Hagerman,  KSMA;  Chuck  Todd,  KPRL,  Paso 
Robles;  Len  Menard.  KDB;  Art  Youngberg,  KPRL.   Also  in  web  are  KWIZ.  Santa  Ana:  XEMO.  Tijuana 


58 


tertainment,  the  answer  does  not 
lie  in  compromising  with  popular- 
it  v  .  .  .  The  essential  fact,  appar- 
ent lv  so  little  understood  bv  tvj 
most  vociferous  maulers,  is  that  it 
reaches  its  greatest  utility  as  a 
channel  to  the  hearts  and  minds  of 
millions.  It  is,  and  always  will  be, 
a  medium  whose  competence  must 
be  measured  by  its  success  in  pene- 
trating majorities,  not  minorities." 
Robinson's  remarks  are  con- 
tained in  an  article  on  Television's 
Necessity  in  the  July  issue  of  Shorn 
Magazine. 

ABC  TV  hoists  SRO  sign 
on  All-Star  grid  clash 

Four  of  tv  sportsdom's  staunched 
supporters  will  pick  up  the  tab  on 
L'  August  when  ABC  TV  broad- 
casts its  ninth  straight  (.allege  All- 
Star  Football  Came  from  Chicago! 
Soldier  Field.  Live  coverage  starts 
at  10  p.m. 

The  athletically-minded  adver- 
tises are  Gillette  (Maxon),  Goofl 
year  Tire  &  Rubber  (Young  k 
Rubicam),  Pabst  Brewing  (K.e* 
von  &  Eckhardt) ,  and  R.  f.  Reyn- 
olds (William  Esty) .  This  yean 
game  will  have  50  of  the  top  al- 
lege players  of  last  season  meeting 
the  National  Football  League  I 
champion   Creen   Bav    Packets. 

RATES    REVISION:    NBC    TVs 

latest   Rate  Manual  for  production 
facilities  and  services  offers  reduced 
rates  for  color  studio  usage  and  a 
significant     decrease     in     rates     lor 
video  tape  commercial  integrations 
as  well  as  the  daytime  commercial 
package    rate    lot     live    color    com-   \ 
menials.     New    rates    are    effective 
I     |  ul\    and    advertisers   sponsori 
programs  and  packagers  supply 
programs  either  ordered  or  on  tin 
air  as  of  that  date  will  be  protected 
against     rate     changes     lor     a     si\ 
month    period. 

NEW  AFFILIATES:  K.XLR.  Little 
Rock.    KXXX.    Colby,    Kan.,    and 
kl  I  V  Wenatchee,  Wash.,  to  CBS   j 
Radio  Network. 


NET  RADIO  RALLIES:  ABC  and 

NBC  Radio  netwoi  ks  both  reporta 

SPONSOR    15    1 1  i  v    1963 


rousing  ilniil  quarters  .mil  upbeat 
developments  in  business  generally 

\i  \ r>(  .  w in ic  the  i iNc  is  .mi ii> 
uteil  to  Sindlingei  measurement  ol 
radio's  oui  i>i  home  reai  h,  gross 
Milium    in   iIk    third   quartei    just 

hi  Ins  alre.uh  surpassed  l>\ 
I  iIh  s( ,  dihI  quai  tei .  the  pro  i 
ous  high  in. 11k  Idi   the  network  in 

hi  liisitn\  \ntl.  the  network 
adds,    the    ml. mi    quai  tei    is    50'  , 

id  ui  ihe  iliiul  quartei  t»l  1962 
\l',(  Radio's  sales  foi  ilus  third 
quai  tei  .nt  In'  ,  better  than  i  host 
ni  I'm.1  s  ihiiii  quartei  In  the  sei 
ond  quarter,  25  advertisers  ol 
w  hit  li  _'_'  were  new  brought  in 
.  I.  and,  looking  at  the 
Januan  fune  196  I  pel  iod,  s.ilts  are 
up  10'  ,   ovei  tin  first  hall  ol  I'" 

SPOR  is  no  I  l  v   NBC  obtained 

i\  i  ights  it>  the  1  si  li  annual  funioi 
/.'  I  »»•/  (tttme  in  be  played    I  I 

D    enibei     h  will  be  the  first  time 
•iIh  game  is  being  televised  nation 
.ills  -tiit  1  ii  lii  ni'^s  to  nine  the  num 

hi  1     ol     pOSl    season     '_;liil     .11  I  1  .it  I  ions 

on  ilu-  network. 

(  lis  (  VRTOONS:  Saturday  morn 

ling  mi   (  lis    I  \    next    l. ill   might 
l\  be  mistaken  loi  an  animated 
i .in n n.i I   I. inn     With   the  introduc- 
tion nl  .i  new   t  .n  toon  sei  ies  t  ailed 
|7Yh »i«-»>        /  9   10  10  .i  in  | 

whit  li  treats  the  est  apades  ol  a  mis 
ilnrwMis  penguin  and  his  partnei 
nmeih.   .i    walrus,   and    the   na- 
uil  debut   ol   the  populai    syndi- 
cated   th.u.it  it  i    Quick    Draw    M 

10-1(1    It)  .i  in  i  .  the  network 
Ijwill  have  .<  solid  two-houi  block  ol 
Miih  progiaming  fare.     The  .11.  m 
Shoit-    will    be   baik    at    ''  '.)    10   ;i  m. 
Mi^ht\   Mhum-  Phixhou.se  ton- 
its   m    iis  ( iii  ■  t-iii    |(l:  Id  I  I    a.m. 
slot       I  hf    rest    ol    Saturday    moi  n 
nig  will  sec  the  return  ol  Rin  Tin 
Tin,    I'h,     Rn\     Royrs    Shu         S 

mil   .i   new   t  hildren's  ediu  ;i 
iion. il  sei  it  s 

>M  1  s:    Duncan    (  ollet-   (  o.      1  at- 
m  1  aii  tl  i       pun  based       i  egional 
-[xnisoi  shi|>  ol    Ine    VBC  TV   pro 
mis     /'/,,     I'ruvi-h  <>l    fuimif  M 
i    l'h<  rim.    M<  Huh's     \  11 

tin,  fimmy  Dcati,  and  Murphy 

i    Martin    uith    thr   Xrws.     It    marks 

he  lust    network    t\    exj>osure   foi 

.hree  Dunt.m  brands — Thomas    I 

kVebb,  Admiration,  and   Maryland 

3ub.     Butternut    Coffee   will    also 


be  ad  vet  t  ised  on  i  he  fiv<   progi  .mis 

Lyaol   S|.i.i\      Geyct     Mori 
Ballard)    bought     Irthui    Godfi 
on  (  lis  Radio  foi   26  wa  ks,  si  n  t 
ing  28   [une     lis  l  \  ioI's  fit  si    use 
oi    network    radio  Ralston- 

I'm  in. i    Gardnei      tnd  R.  |    Reyn- 
olds  i  w  illi.uii  l  si\  i    m  ill  i o  spon 
soi  Glynis,  iu»  t omed)  iei ies  si ai 
ring  (.l\nis  |ohns  ami  Keith   Andes 
next  fall  on  (  BS  I  \     \\  ednesdays, 
B   10  9  p  m 

K  t  I )( >v  \i,,i  i  \\  (i  mi ,  \  I, ,  presi 
dent,  progi  ams  N  lit  I  \  ,  bei  ame 
president  ol  the  Nat  ional  \i  ademy 
ol  I  \  \i  is  and  Si  iem  es,  sm  i  ml 
ing  Robert  I  Lew  ine  Seymoui 
Berns,  directoi  ol  the  Red  Skelton 
Hour,  w  .is  tltt  ted  exei  ut  ive  i  i<  t 
president .  Betty  Fui  nesa  is  the  new 
stt  retai  j ;  and  Geot  ge  Bagnall, 
whose  firm  distributes  i\  film,  is 
treasure! 

\IO\  IN(.:  John  \.  tie  Waal  to 
(lis    I  V   salts  as  ai  t  i  Mill  I   t  \e<  ill  i\  e 

(..us  Ka\  to  assistant  program 
managei     foi     \l'»(.    International 

I  t'llA  isioll 

I  i  .ink    li.    I'ahnei     to    at  i  ouni    c\et 
Utive    w  ill)    (   lis     I  \     sales     (  i  mi  al 

tli\  ision. 

I  eonai tl    Mien   to  directoi    ol   op 
erations,  NBC    News,  Washington 
Bill  Small,  directoi  ol  news  ol  the 
(  lis    News    Washington     Bureau, 

also    named    bureau    managei     and 

new  s  director.  Vs  bureau  manager, 
In  succeeds  Bob  Mlison  who  was 
recently    named    producer-directoi 

foi      1   Ul  i  >pe    \s  i  1 1 1    (    lis     New  s 

William  Multloon  io  commitment 
administratoi .  N  B(     I  V  pan  i<  ipal 
ing  program  sales. 
Rith.utl  N.  1>iii  ii -s  and    Anthony   (.. 
O'M.dlev     to    assistant     direi  tors 
business  affairs     sales,  io  head  the 

new   ii  ii  it   h\   that   name  al  (   lis    I  \ 

I  'nu  w  ill  i  onsolidate  t  ontrai  i  fum 

tions  w hit h  in  the  |>asi  have  been 

di\  ided  between  netwoi  k  sales  and 

business  affairs. 

|ohn     I  .    \\  alsh    to    managi  i     ol 

N  B<   s  \\  ashington-based  unit  man 

agers 

Lauren  e  M.  Bub  to  managei    tal 

tin    and    program    administration, 

wesi  i  oast,  foi  N  r.( 

()\     I  III     Ml  1)1  \    1  RON  1 
\\  .incii   J.  Kratzkj    to     reative  di- 

tei  nu    ol    ( •  aiiint  l   s  St     I  onis  otfn  i 


(  h.o  li  -   v    Conrad      ■     William 

I'l  llillll  |  li  e      | » I  . 

|onlaii     lii  i  iisii  in 

din  lion   managi        I' 
in  i 

lit  i  bei  i  ('i  aiiisii.i  it    1 1 
■  m  i  ui  iM     m   i 
i  ouni  at  I  I 

Dorothy  Ras  mix  rg  ib  di 

i  I 

|      li.o  I  \    I   aw  ii  iii  i 

utive    w nli     Kim  \  an     P 

I  tunlap 

\\  illi.uii  D.  Gargan,  1 1 

Ki  ii-.  mi     \      I  i  khan!:       l 

to  via  |»o  sideni  ol  the  i  i 

Maxwell  Sapan  to  Durand    Ad 

i ising   as  t  \t  i  ui  i\ i    \  it  i    |i:  ■ 
\  i  in  \  name  will  b  I  mrand 

Sapan 

Mil  til  s.  Muss  I,,  vice  president  in 
i  harge  ol  t  lieni  sei  \  U  es  t  <  m  I  i  iend 
R<  iss    Advei  tising      I  li  nior 

\  ii  i    president    ol    Kastor,    Mil 

(  In  sit  y,  (  lifford  v  \iln  i  ■ 

loin   Lovelace   to  an   din 
rracy-Locke    Advertising    I »  dlas. 

II  P.   I  lalpei  ii  i 

u\t     ( .i  ui  ge   R.   Bishop  n ior 

media  director,  1Mb n  M  I  angao 
to  media  direi  tor,  and  \  iola  s 
\i  nold  to  media  direi  toi  foi  ra 

anil    tv,   all   al    Winius  lii  .mil.  in     § 

I    0|||S 

Murray  Hillman  ind  David  Ricaud 
to   senioi    \  i<  e    presidents   ol    Mi 

(   ann  1  I  ii  ksi.n 

Hal  \\  .dkei .  \  k  e  presidi  in        B 
ford,  (  onstant  ini    S  Gardrn 
1955,  movii  I    trl  Chris 

\il\ei  llsiim    I  5    |ul\    as  .i   |).u 

Pei  i  \   1     Pasmezoglu  mo\  ini 
I  lonahui    fi  <  • 

4        .  I    • 

that  i  1 1 s   as    in  ai  i  ouni   sup. 

|  Ol        K         1 1  I  I  g  I  I  I  s 

president    ol    Gram      - 

Dallas 

I      (  In  isii.ui    s(  |.,M  nit  l> 

executivi  \  1 

Brorby 

(  li.n  Ies  1  .  Neunei 

ol  the  s       I 

in  a-       \      ill 

Ko\  Brooks 
s.m  Fram  ism 

I  I. ii. .1,1     I       Kallmann    '    l    m 

n  t 

liliin  » 


•PONSOR    [5    run     1963 


SPONSOR-WEEK     Stations  and  Syndication 

Profit  up  for  radio,  tv  stations 


Coming  back  strong  from  l96Ts 
profit  decline  the  broadcasting  in- 
iliism  registered  new  gains  last 
year,  with  before-federal-taxes  earn- 
ings oJ  a  typical  tv  station  hitting 
16.9%,  and  that  of  a  median  radio 
station  rising  to  7.7%.  The  figures 
arc  based  on  information  obtained 
b\  NAB  from  questionnaires  sent 
to  commercial  radio  and  tv  stations. 

The  tv  station  profit  margin  is 
the  highest  ever  recorded  since 
NAB  began  its  annual  financial 
survey.  In  '61,  the  median  figure 
for  tv  stations  dipped  2.8%  from 
the  year  before  to  a  profit  margin 
of  12.6%.  A  typical  radio  station 
in  '(il  also  saw  its  margin  drop 
2.8%,  to  a  4.8%  profit  figure. 

As  for  total  annual  revenue,  a 
typical  tv  station's  was  over  SI  mil- 
lion last  year,  up  8%  from  '61, 
and  that  ol  a  typical  radio  station 
was  up  1.7%  to  about  SI  10.000. 
TV  stations  in  all  but  the  smallest 
markets  showed  a  sizeable  profit 
increase,  but  the  reverse  was  found 
in  radio  where  stations  in  the 
smaller  markets  reported  higher 
profits  and  those  in  larger  markets 
showed  a  decline. 

The   NAB   survey,   for   the   first 


time,  reported  on  how  salaries  are 
allocated,  showing  that  the  largest 
percentage  for  both  radio  and  tv 
stations  .went  into  programing — 
tv  setting  aside  40%  for  salaries 
in  this  segment,  and  radio  37'  ,  . 
Technical  salaries  in  tv  consumed 
some  23%  of  the  budget,  but  ra- 
dio earmarked  only  10%  for  thai 
end. 

But  radio's  sales  and  general  and 
administrative  pay  represents  a 
larger  percentage  of  the  salary 
budget  than  in  tv.  The  salaries  of 
radio  salespeople  account  for  23'  , 
of  the  budget,  with  general  and  ad- 
ministrative pay  totaling  28%,.  In 
tv,  salespeople's  salaries  take  17% 
of  the  budget,  with  the  general  and 
administrative  categories  taking 
18%. 

Ad  agency  secretary 
shares  spec  spotlight 

The  sometimes  glamorous,  some- 
times lonely  life  of  an  advertising 
agency  secretary  from  out-of-town 
who  now  resides  in  New  York  will 
be  examined  in  Heaven  Will  Pro- 
ted  the  Working  Girl,  a  half-hour 
special  to  be  aired  Wednesday  (17) 


i      .. 


CXtfJ-J 


v 


m-iu^?**^ 


"Cold  Cash  Ensemble"  warms  up  listeners 

Over  342,000  entries  were  received  by  KAPE.  San  Antonio,  in  contest  to  win  "Cold  Cash  Ensemble," 
modeled  above  by  "Miss  Frigiking,"  with  runners-up  given  Frigiking  car  air  conditioners.  KAPE 
originated  contest  and  sold  it  to  Handy  Andy  Supermarkets  and  Frigiking  Car  Air  Conditioners 


in  prime  time  on  WCBS-TV,  \.V. 
The  program  will  also  look  at  a 
Copacabana  chorus-line  dancer  and 
a  former  interior  decorator  who 
now  supplies  photo  backgrounds 
for  photographers. 

The  agency  secretary,  Sally  Ann. 
is  23,  from  Chappaqua,  N.Y.,  and 
employed  at  BBDO.  With  two 
years  of  college  behind  her,  she  says 
people  have  told  her  she's  "too 
smart  to  be  a  secretary."  The  danc- 
er, Dorothy,  is  also  23,  and  comes 
from  Westwood,  N.J.  She  notes, 
"I'm  an  actress,  not  a  dancer.  \nd 
the  work  available  for  an  actress  is 
nil  in  New  Jersey. 

The  other  member  of  the  trio, 
25-year-old  Dorothy,  from  Tupper 
Lake,  N.Y.,  in  explaining  what  she 
does,  said:  "The  other  day,  for  ex- 
ample, I  had  to  get  a  bathtub  for  a 
photographer.  You  try  that  some- 
time—it took  me  all  day  looking 
around  town.  I  had  to  rent  it." 

Sponsored  by  Chock  Full  O'Nuts. 
via  Peerless  Advertising,  the  special 
will  be  narrated  by  Jeanne  Parr, 
with  producer  Bud  Beame  inter- 
viewing the  girls  to  learn  what 
makes  them  tick  as  they  go  about 
searching  for  whatever  it  is  that 
brings  out-of-towners  to  New  York. 
and  also  to  determine  the  changes 
girls  go  through  in  the  big  cit\  — 
what  New  York  does  to  them. 

Broadcasters  bark  at 
editorial  muzzle 

Broadcasters  tuned  in  to  this 
week's  House  subcommittee  hear- 
ing on  equal  time  for  broadcast 
editorializing  are  cliffhanging  over 
the  possibility  of  having  to  sort 
and  classify  different  types  <>l  cdi 
torials  in  order  to  provide  equal 
time  when  political  bias  is  involved 
The  bias  can  be  by  open  editorial 
stand  for  a  candidate— or  the  more 
subtle  forms  of  endorsing  what  a' 
political  candidate  stands  for.  ac- 
cording to  Rep.  Walter  Rogers, 
chairman  of  the  House  Communi- 
( ations  Subcommittee. 

The   Texas   Demo<  rai    says  con- 
gressmen have  complained  that  edi- 
torializing   b\    stations   on    "issues 
embraced     b\     candidates    can     b< 
more  powerful  than  giving  lime  to  1 


60 


SPONSOR/ 15  july   196 


ilu   i  andidates  themseh n  in  v >me 
pases    l  (  (    polu  j  requires  rt  ason 
able  oppoj  uinih  foi  rebuttal  w hen 
.1  itation  takes  .1  side  in   1  contra 
Persia  I  mattei      Rogers  would  ex 
lend  ilus  requirement  i<>  editoi  ials 
mi  .m\   issues  identified  with  pai 
lit  ul. 11   (  andidates 

Umbrella  group  urged 
for  electronics  assns. 

\t  u  U  1  (  (Ki  k.I  II  V  president 
(.I1.11  les  I  Hoi in  has  urged  fedei .1 
linn  ol  \ .11  ious  elet  11  oiik  indus 
n\  _;i(>u|>s  to  preserve  common 
strength  and  avoid  fragmentation 
Diffei  ing  interests  <  mild  -»| > I i t  the 
fl<(  ironies  industi  ies  into  .1  het<  i" 
aeneous  assembly  ol  manufat  tut  ■ 
ng  with  loss  ol  identity  t"  <us 
tomci   nidiisii  ies,  I  foi  ne  wai  ns. 

I  he  fedei .11  ion  would  pro\ ide  .1 
n.iiiou.d  spokesman  foi  the  com 
■on  good,  while  permitting  free 
iein  10  diversities  ol  interests  and 
arodut  is  within  the  non  resti  icting 
01  ganizai  n  in 

Similai  suggestions  have  been 
■Bade,  with  increasing  pertinence, 
.ihoui  \  \ B,  whi(  h  has  suffered 
iplitting  on  differing  interests  ol 
t\  \s.  radio,  networks  \s.  inde 
pendents,  large  \s   small  members. 

Hon  ible  example  1  ited  l>\  some 
broadcasters  is  in  musi<  recording 
.md  publishing,  where  ovet  .1  dozen 
splumi  interests  have  Formed  .is 
man)  associations.  Fighting  be 
tween  groups,  and  within  groups 
•it  .ill  levels  from  performance 
royalty  ( olle<  lion  to  ret  ord  u  tail 
a;oes  on  constantly  in  courts, 
vei nment  agent  ies.  .md  Hill 
he, 11  ings 

Filmways  back  in  black 

Reversing  .1  loss  foi  the  similai 
period  .1  \e.n  ago,  Filmways  in 
comt  foi  the  nine  months  ended 
11  \l.i\  w.is  —  ■  ,„  1  i  cents 
pei  share.  This  compares  with  .t 
net  loss  ol   I        -  11  cents  pei 

share.    I  he  upturn  reflet  ts  produt 
tion  expansion   ol   motion   picture 
.md  t\  films  .md  the  shift  ol  com- 
mercial production  from  the  e.ist  to 
die  west  ( oast. 

Revenues  for  the  period  amount- 
ed to  vi. i)|7.1  16  compared  !•     | 

18  foi    the  similai    period  last 
yeai     Filmways  tv  activity  includes 


Weight-watchers  helped  to  "Think  Thin" 

Dale  Remington  (r)  talks  with  jockey  Eric  Guenn  for  special  series  of  12  four-minute  inte 
combined  on  Lp  for  stations  using  his    Kaleidoscope"  show.    Titled  "Think  Thin."  disc  also  airs 
philosophies  of  Buddy   Hackett.   Walter   Slezak,   and     Fat   Boy"   Elmer  Wheeler,   among   others 


Beverly    Hillbillies    .md     Mr.    Ed, 
both    renewed    foi    ( IBS    I  V    next 

se.ison.   .md    Petticoat    function,   .1 

new    show    l>\    the    <  le.itoi    ol    Hill- 

billies,  which  has  also  been  sei  foi 

(    BS      I  V    next     se.isi  >n 

Joint  portable  tv  push 

l'.n  1  k  i|>.ints     in     .1      month  long 
( ampaign    !>\    KM)  l\.   m     I  ouis, 
to  stimulate  the  sale  ol    portable 
t\    seis    reported    ".<    marked    in 
1  k  is(       in     iniei  est    .md    tin  novel . 
according   to   R.i\    Karpowicz,   tin 
station's  s.dcs  managei  .md  origins 
tor  ol  tin  event     Vmong  those  tak 
ing  |).u  1  wei i'  de.deis.  disti  ibutoi s. 

.111(1     ill. mill. k  llllels     in      ksl  )    I  \  \ 

i'")  1  ountv  ( o\ ei ag<    11  ea,  int  lud 
R(   \.  ( .inn ,d  1  let  trie,  Vfagnavox, 
Sony,  Zenith,    Admiral,  .md  Sharp 

Guided   l>\    promotion   man 
l  1  ed    rVfuellei .   the   ( ampaign    was 
prompted  l>\  KM)  I  \  s  M hedul 
ol   _'">  sportscasts  during    [une,  in 
( luding  golf,  baseball,  hoi  -■ 
bowling,  wrestling,  .md  others     It 
w.is  lunlt  around  .1  two  ( oloi   illu- 
stration   featuring    1    home    patio 

s(  (lie    with     .1     t  .inn  K     w  atl  hui. 

baseball  telecast  on  .1  portable  i< 

( ei\ei      I  he  .u i  work  h as  used  on 


posters,  on  sin. ill  tents  supplied  to 
|).u  in  ipal  ing  d<  ah  1  s,  .md  on  r.i\  1 
postei  s.  w  nil   the  <  amp  u  h 

line  used  on  ID  slides  d.ul\  l>\ 
ks|) 

s  I   \  I  IONS 

s  \l  I  v    will.    Boston,    si 

new     till  (  (    Nc.it     <  oiill.u  t     foi 

sive   broadcasts  <»i    all    Boston    Pa 
11  iots    football    games      Zayrc    I  >< 
l>.u tmeni  Stores,  via   Bo  1""  1  nstt 
has  again  signed  lot   ihi 
the  station     In  addition  la  Will 
there  is  .1  Mi  station  radio  netv 

up    foi     the    Patl  lot    g  im 
lions      ,ue      W  \I  \s       Sprii 
\\  BRK,    Pittsfit  Id     W  \l  B     w 

w  1  \\   Providence    Wt.lR. 
Manchester;      W  POR       P  in 
w  \i;i.  Bangoi    w  LAM    1 
w  hi  \     w  itt  rbui  M  II  \\. 

I  In  tford  Gordon  Baking  ( 

•  >n     Ixh. ill     .  «i     Silvert  up     hi  • 

( .1 .1111      \d\(  1 ;  - 
will'..  N 
11101  ning  st  1  k  s  callt 

which   di 
inn  he  Nej 

Ir  debuts  I  5  |uls     (  kmlon 
l>\  ihe  •  ■:  of 

/         / 


SPONSOR    15    IUL1     l%3 


Freedom 


The  one  major  element  not  shown  in  this  "equation" 
of  liberty  is  you.  Liberty  must  be  protected,  pre- 
served, and  maintained  by  those  who  value  it  the 
most.  That's  why  your  company's  help  is  needed, 
in  the  form  of  a  Payroll  Savings  Plan  for  U.S. 
Savings  Bonds.  Not  just  to  "raise  money,"  but  also 
to  encourage  the  kind  of  individual  thrift  that 
makes  citizens  more  self-reliant,  makes  communi- 


buying  power.  And  also  to  help  Americans  partici- 
pate in  the  affairs  of  their  country.  If  you  have  a 
Plan  in  operation,  why  not  do  some  extra  promot- 
ing, particularly  important  if  you  have  personnel 
turnover.  If  you  have  no  Plan  going,  you'll  get  all 
the  help  you  need  by  calling  your  State  Savings 
Bonds  Director  today,  or  by  writing  Treasury  De- 
partment, U.S.  Savings  Bonds  Division,  Washing- 
ton 25,  D.C. 


ties  more  independent,  through  a  build-up  of  reserve 

Keep  Freedom  in  Your  Future  ...U.S.  SAVINGS  BONDS 


The  U.S.  Government  does  not  poy  for  this  advertisement.   The  Treasury  Department   thanks,   for  their  patriotism.   The  Advertijing  Council  ond  this  mogozine. 


9 


62 


SPONSOR    15  jn.v   196 


Newsmakers  in 
■tv  radio  advertising 


John  T.  Curry,  Jr. 

Curry  has  been  appointed  director  of  ad- 
vertising and  promotion  operations  for 
ABC-TV.  He  comes  to  the  network  from 
the  Grey  agency,  where  he  had  been  an 
account  executive  since  1958,  servicing 
such  accounts  as  Westinghouse.  Mc- 
Call's  Magazine  and  NBC  tv  radio.  For- 
merly, he  was  with  RAB  as  regional  sales 
manager  and  account  executive. 


Harold  G.  Tillson 
Presently  manager  of  Leo  Burnett's  me- 
dia department,  Tillson,  who  joined  the 
agency  as  media  supervisor  in  1956,  has 
been  appointed  v.p.  Account  supervisors 
William  Ohle  and  Martin  Snitzer  were 
also  named  v.p.'s.  Before  coming  to  Bur- 
nett, Ohle  was  with  Needham,  Louis  and 
Brorby,  and  Snitzer  with  Earle  Ludgin  & 
Co.,  both  in  Chicago. 


Tom  Loeb 

CBS-TV,  in  a  realignment  of  the  N.  Y. 
program  department,  has  named  Loeb 
director  of  program  sales,  a  new  post. 
He  has  been  supervisor  of  live  program- 
ing. Marc  Merson,  general  program  ex- 
ecutive, is  named  director  of  live  pro- 
graming (series  &  specials),  to  replace 
Robert  Milford  who  has  moved  up  to  di- 
rector of  program  services. 


Joseph  Savalli 
Savalli,  president  of  Pearson  National 
Representatives,  and  James  Gates,  pres- 
ident of  Gates  Hall,  have  announced  the 
merger  of  the  firms.  Savalli  is  to  be 
president  of  the  new  company,  called 
Savalli  Gates  National  Representatives: 
Gates  will  be  executive  v.p.  The  new  firm 
will  be  headquartered  at  the  former 
Gates  Hall  office  in  L.  A. 


Sandford  C.  Smith 

A  v.p.  and  director  of  Fletcher  Richards, 
Calkins  &  Holden.  Smith  has  joined 
Kastor,  Hilton,  Chesley.  Clifford  &  Ather- 
ton  as  a  v.p.  and  account  executive. 
During  past  17  years  at  FRC&H.  Smith 
handled  various  divisions  of  U.  S.  Rub- 
ber and  American  Machine  &  Foundry. 
Peter  Hilton,  president  of  KHCC&A  made 
the  announcement. 


ONSOR   i;,  _,,-n    1963 


'"  en  liinm  d  to  progi  im  partii  ip 
lioni  rathci  ih. mi  lull  iponsorship 

kOII  |-i<    in     \,,  I,,,,  | 

Bernba 

''"      ''      "  '  h     Y.iu. 

nighi     on     M<<>\   i  \      Vlll 

1  i  '" IVSTV,   \\  lici 

Sti  lib  m  il  i  rj   .in    1 1 

1 "  ls(    in   sah  i   foi    Mas.    .,i    | 

"v"    M  In    hill. 

consecutive    month    ..i    billing    in 

■  "  asi  i  this  yi  ,i  ovei  la  Eli* 

abeth   trden      I 

vertisin  m    sponsorship 

\         I  /  i 

I  VVQXR,  I 

York,  threi    nights 

•v"  u  Less  ih. in  is  hours  aftei 

its   sales   availability     k  I  i  \     i 
jeles,  sold  out  the  upcom 

/'Ins  (  orner:  /<„  I  outs.    Ii 

"led  foi  20  ful  p 

■""'   will  be  repeated  on  21    | 
same  time.     Vdvertisers         Si  hick, 

Burgermeister,    Dodge    Dealen   ..i 
Southern     Calil Sunpowa 

Batteries,    Squire    11....     Products, 
Riviera      Sofa,      "Longest      D.in 
movie,  and  \  .mi  Nuys  Savings  ....,| 
Loan.  \m  IB,  \,      v<>rk,  has 

been  added  to  the  radio  lisi   • 
campaign  b)   thi    \        |  /, 

v  I'"'  impaign  involves  the 

discussion  b\  aii  personalities  on 
several  stations  ol  storii  j  ..I  iheii 
choia  in  the  morning  papei 
u  '  "''  also  reports  thai  [une  >..u 
the  largest  numbei  ol  Bights 
feature  lilm>  or  motion  |»i<iui< 
theatei  .  hains  in  the  station  s  21- 
yeai    his  tor)      Involved  five 

films  .in.l  the  extensive  Kko  i  h, . 
atei  .  f i.i i ii  throughout  the  Greatei 
N    •  York  ii-  i  I  he  \<  >»  ^  •>■  k 

l  elephone  (  ompany's  v  elkm 
Pages  BBDO)  has  begun  i] 
sorship  «.|  five-minute  marine 
ithei  and  boating  programs 
weekend  and  <>n  holidays  ovei 
Vi  l  vs.  White  PI. mix.  and  \\  in  ' 
1 1'  mpstead  N<  m  contrai  ts 

KW  k\\     i    s  Anj  sin 

claii    Paints,  (  .h.i  (  ,»|.,.   |  orem. 
I). inks.  w  bite  King  I).  P*  ,!,, 

Ocean  Park.  Minneapolis  S 

ings  v    I  i. .in    Vsmi 
I). ill   "I   .ill   tin-   bro 
Minnesota      Vik 

W  (  (  ( )     while     Northwi  ii      I  ..id 
I),  all  ra    kssn  Feb  ich 

pi.  k  up  one  qu  -        ng  spoo 

.n|)  <>i  il  i 

mi\    ct    Mil 


Metromedia  checks  into  West  Coast  market 

Metromedia  chairman-president  John  W.  Kluge  (I)  presents  checks  to  Times  Mirror 
exec  Omar  F.  Johnson  (above)  for  KTTV,  and  to  KLAC  (AM  &  FM)  v.p.-gen.  mgr.  Bob 
Forward  (below)  finalizing  his  firm's  takeover  of  the  Los  Angeles  outlets.  KLAC  is 
company's  sixth  radio  stn.  Awaiting  FCC  okay  is  buy  of  WCBM  (AM  &  FM).  Baltimore 


Twin  City  Federal  Savings  &  Loan 
and  Mileage-Direct  Service  Gaso- 
lines. 

APPOINTS  STORER  PRO- 
GRAMS: The  wholl)  owned  pro- 
ducing and  distributing  subsidiary 
of  Storei  Broadcasting,  Storer  Pro- 
grams lias  contracted  to  handle  all 
broadcast  connected  sales  of  the 
electronic  products  developed  and 
manufactured  by  Machtronics.    In 

ilial  emphasis  will  he  on  the  port- 
able, transistorized,  tape  recorder, 
the  MVR  l.r>.  a  68-pound  unit 
made  specifically  for  the  tv  indus 


try.  Hank  Davis,  Storei  Programs 
marketing  manager,  is  being  re- 
lieved ol  his  other  assignments  to 
head  up  the  new  sales  arm  ol  the 
( ompanv . 

DEADLINE  DELAYED:  The  FCC 

has  agreed  to  extend  deadline  lor 
comment  on  its  proposals  to  set  up 
market  allocations  fol  the  \M 
set  vice,  and  separate  at  least  par- 
tially the  AM  I'M  programing, 
from  17  Julv  to  16  September,  at 
the  request  ol  the  KM  Broadcastei 
\ssii.  .111,1  others.  Papei  blizzard  at 
the    agency    should    he    spectacular. 


with  comment  on  proposals  to  lim- 
it commercial  time  due  on  the 
same  date. 

TALL  TALES:  WTRF-TV, 
Wheeling,  presented  a  special  dedi- 
cation program  to  celehrate  the 
switch-over  from  their  old  tower  to 
their  new  710-foot  structure  on  7 
fuly.  During  the  program,  which 
featured  the  film  "Mr.  Roberts," 
viewers  were  actually  able  to  par- 
tic  ipate  in  the  change  from  the  old 
to  new  means  of  transmission.  .  .  . 
WOR,  New  York,  purchased  69 
acres  ol  land  from  the  Township 
of  Lyndhurst,  New  Jersey,  as  the 
hist  step  in  moving  its  radio  trans- 
mitter from  Carteret  to  Lyndhurst 
The  station's  transmitter  has  been 
located  in  Carteret  since  1935  but! 
recent  engineering  studies  disclose  I 
that  better  reception  in  the  more 
heavily  populated  areas  of  north- 
ern New  Jersey  would  result  from1 
a  relocation  to  the  new  site. 

i 

PUBLIC  SERVICE:  The  12th  an 
nual  Shrine  All-Star  Football  game, 
matching  the  finest  high  school 
players  of  the  year  from  norther 
and  southern  California,  will  bt 
televised  for  the  first  time  1  Au: 
mist  hv  KTVU,  San  Francisco,  wit 
all  proceeds  going  to  the  Los  \n 
geles  Shrine  Hospital  lor  crippled 
children.  .  .  .  Golden  West  Broad 
casters  has  mailed  to  one  kev  radii 
station  in  each  major  market  ; 
record  album  called  "Heritage,', 
statements  redefining  Americar 
principles    and     individual    rights, 

\s  a  non-profit  public  service  proj 
ec  t.  the  station  absorbed  all  pre 
duction  and  distribution  costv  u 
questing  stations  to  play  the  rec  1 
ord  on  the  air  in  conjunction  wit 
the  Fourth  of  Julv  holiday.  Goldej 
West    is  composed  of   KM  PC.  Ld 

Vngeles,     KSl'O.     s.m     Franciso 
k\  I.  Seattle,  and   KFN.   Port  lane 


MID     LAM.     s\NE:     In     192.' 
WLW,    Cincinnati,    was    only   on 
veai  old  and  searching  for  prograi 
ideas.     In    the  same  year   the  Cii 
cinnati  Summei   Opera  was  begii 
ning  its  third  year  and  needed  pul 
lie  itv   and   promotion.      1  he  statin 
persuaded  the  Opera  to  give  it  i 
dio   rights   foi    broadcasts   '". 
plete   operas   once    a    week    ami 
began   a  close  association   betw© 
the'  two  whic  h  is  still  strong  toda 


64 


SPONSOR/ 15  JULY  19*  | 


As  .1  mi.iiici  ol  i.k  i.  (  rosle)  Broad 
..Ming  .iihI   WIAV    |iisi    presented 

.1      N.'l.OIMI     ,.,s|i      K|||       |(,      ||u.      ()|„.,., 

Asmi.  l<>i  die  20th  i  onset  utive  yeai . 
■  bringing  to  $100,000  the  unoum 

ili. it  Ciosle\  has  (I. »n. iicd  i.i  help 
drh.i\  i lu'  expenses  "I  bringing 
opi-ia  to  (  no  inn  in  I  his  yea  I  also 
marks    the    20th    anniversary     ol 

|. imcs  I).  Shou.se,  ,  hairilian  ol  the 
board  ol  (  iosli-\ .  as  .i  inembei  ol 
i  In  (Aniline  (ommittec  ol  the 
(•mi  urn. hi  Summei  ( )pera    \smi 

N  VMI    (  HANOI  :    l,.  relleci   the 
expanded    operation    ol    the    firm, 
V\  MR(  .      hit-..      Greenville,      has 
changed      its     corporate     name     to 
Southeast!  in     Broarii  .isiim;     (  orp. 
Finn      now      owns     and     operates 
Wl  P.i        \\l  I  \l    v     |  \        r.reen 
villi-     S.    C;    \\  KIR     i  Wl  1  \|    & 
I  V       knowille.  and  \\  M  \/    i  Wl 
KM    S     I  \       Macon,   (..i     Expand 
ing  nsell.   \\  I  ]',(     |  \    has  installed 
.i  translatoi    n  ansmission  towei    foi 
the  benefii  ol    \  iewers  in   the    I  i  \ 
"ii.  V  ( ..  area.     I  he  translatoi  pro 
v  ides  ic(  eption  ol  .ill  station's  pro 
grains  throughout  the  Polk  (  ount) 
section  l>\  i;i\  in<4  residents  a  (  hoice 
>f  two  ( hannels. 

II  W(.l\(.       II  \\I)S:       VVBH  . 
Nip,      I  •hi-      Island,      bough)      In 
Meridian    Media    ln< .,  whose  pi  in- 
ipals  are  Irving  Maidman,  Gerald 
I     \nlim.  .md  Wilson  B.  Stringer. 
Vrthur,    loriner    senioi    vice    presi 
leni   ol    Donahue    v  (  oe,   will    be 
ddent  ol  the  company;  Stringer, 
i  vice  president  ol   Roue  Stanford 
Advertising     and     |>ie\  iou^K     ,,,,, 
It'll      with      P,IW)().      \|,(    inn 
ri<  kson.   and    1  \svR.   will    be  ex 
vc   vice  president;    and    Maid 
l,a".     realtoi     and     investoi     who 
-      among     othei     things,     the 
v*esi     Side     \irlines     lerminal     in 
scu  Vork.  will  be  senioi  \  ice  pres 
lent.    Station    is   .i    _'_,n   watt    ,|-IX 
inter  on  510  ki   and  is  jusl  a  little 
ver  three  years  old.     I  he  trio  ah 
ighi    a    (bain    ol    eight    weekh 
k'spapers    in    Suffolk    undei     the 
Prporate   name   ol    Sunrise    Press, 
nc.   I  In  \  were  purchased  from  the 
ol.md  Mac\  estate.    Headquai 
»  foi   the  newspapers  and  station 
Kourth     Avenue,    Bayshore. 
Island,  New  York. 

I(>\  IN(.:  Fred  Von  Hofen  to  the 
"■'l      -ales      staff      ol      KIRO    I  \ 
ittle. 

'OMSOR/15  july  1963 


I  .un    Maaursky,    uuistani   general 
managei  ol  K\\  K\\    i 
assumes  the  post  .>!  national  tales 
direi  toi 

I  Ikhii.is   (      l'.n  is    to   .  ommen  ial 
managei  ol  WVOX      wi   s   i  \i 
\.  m   Rochelle,  N    ,i 
vi  Petgen  to  dire*  toi  ol  ( lieni  re 
lations  foi  station  groups  and  rep 
resentatives,     i     new     position 
\KI'.    Petgen,  formei  l\  eastern  re 
gional  managei  foi  station  sen  i<  es, 
will  continue  to  manage  the  N 
A  <>i  k  Si. n  inn  Sei  \  i,  es  ..Hi.  <      Ri  .-(i 

1 loei  k.    foi mei    .K  ( .nun    exe ve 

with  VRB,  will  assume  direi  i  re 
sponsibilit)  foi  eastern  stations  as 
eastern  regional  manager. 


P* 


if 


I 


13  proves  lucky  for  shapely  miss 
Birmingham's  WAPI-TV  picked  Milla  McCord  as 
1963-64  Miss  Channel  13"  in  its  third  annual 
contest,  which  attracted  280  participants  from 
over  30  counties  Contest  was  climaxed  by 
hour  tv  show,  and  Miss  McCord  received 
all-expense-paid   trip   to   N    Y.   as   top   prize 


COMMERCIAL  CRITIQUE 
mtinued  from  / 

U,,l<l1  Ml.    f.       ..I 

hei  attention 

I  hi  housi  •■■ili  is  wi  ll   . 
"'    •'"    ''"     Rlamoi 
shine   in    I  \     Heavei 
perennial!)    reignii 
whom    ..    wholi     palaci     .mo. 
sponsors  dan, ,.    ,,,,  ,,,| , 

N'""  ovi  i    she  is  thorough! 
phistirated  in  the  proi 
court,  whii  ii  demands  thai  ..  i 
lion  be  presented   i 
interesi    and  atti  ictivel)  p    • 

"    N''^     \m<  in  ..    doesn  i    r<  ally 
believe  thai  hei  new  cake  mis 
make  h.r   the  i«  lie  -.I   the  b 
whai  then,  does  sh,  i><  i:. 

She   believes,   with   ..   son.   and 
puritanii   faith,  in  tin    integrity  ..f 
'I"'   companj    whose   product    she 
sees  advertised    She  believes  in 
guts  ol  the  message   in.l  the  si 
nienis  made  therein  reg  irding  the 
product's  charai  1. 1    She  i>.  I 
the  satisfai  tor)  |„  rformano   ..i  the 
produa    she    has    bought    on 
word  ol  s|ions,,i  ,,,|,|  u  nation 

*    betrayal    ol    thai    trust    will 
touch  oil  .i   female  holocaust   thai 
•  Inns  the  destrui  tion  ol  Gomorrah 
She    will    read    with    the   violence 
of  a   Borgia   and   the  vengeful] 
"i  a  Salome  to  the  occasional  fi 
duleni   claim,   the  produa   thai   is 
shoddilj  made,  the  extra  ..i  hid 
charge   she   wasn't    expecting      [*o 
the  sponsoi  unwise  enough  to  skm 

lliis   |.n  <  ipice,   she   will    men-  ou 

banishmem  from  which  th<  i 
recall      I ..  paraphrasi       I  li  II  ■ 
no  Inn   like  a  woman  unwarni 

\nd    unwarned    she    fa    m    tl 
u*ea     I  ong   experieni  c   has 
toraed  h  ilidit)  in  the  dii 

( laims  made  about  the  product,  an 
honesi  couni  <>n  an)  premium 
,(i  or  contest  and  honorable  con 
duel  l»\  the  product  oi  s«  n 
the  held  ol  i 

I  he  lone  woman  has  no 
"'   lawyers,  no  testing  laboi 
and   no   S 
Madison    Vvenue     \<  t,  d  i) 

u    in  .in 
. .iniinii.  ,[,.    |CM,l,    |,. 

the  television  a 

fills     her     h 

shelves  with  th< 

thereon    Wl  ,,, 

the  :  Lnw  n.  an  bout 


Marvin  Bcier,  assistant  program  cli- 
rector    ol    KROI),    E]    Paso,    pro- 
moted to  program  director. 
George  A.  Sperry  to  director  ol  ad- 
vertising and  promotion  of  CKLW 
stations,  Detroit-Windsor. 
Robert   L.  Gibson  to  merchandis- 
ing diret  tor  ol   WTVJ,  Miami. 
Harry  H.  Averill,  vice  president  of 
the    RAH.    to    Thorns    Radio    sta- 
tions.    He'll    be    resident    general 
manager   of   WHAM.   Washington, 
and   will   direct   the   operation   of 
WAYS,  Charlotte.  WCOG,  Greens- 
boro, and  WKLM,  Wilmington. 

SYNDICATION 
ANOTHER  BIRTH  FOR 
"DEATH  VALLEY":  Old  soldiers 
never  die  and  neither  does  Death 
Valley  Days,  the  syndicated  western 
series  now  entering  its  12th  season 
on  the  air.  In  fact,  the  skein  seems 
to  have  more  lives — and  names — 
than  a  cat.  The  Peter  M.  Robeck 
company  now  markets  208  re-rnn 
episodes  ol  Death  Valley:  the  first 
two  groups  of  re-rnns,  totalling  101 
episodes,  are  re-titled  The  Pioneers, 
feature  Will  Rogers,  Jr.,  as  host, 
and  have  been  sold  in  some  200 
markets  under  300  separate  mar- 
keting agreements;  another  52  half 
hours  placed  in  syndication  10 
months  ago  under  the  banner  of 
Trails  West  have  been  sold  in  115 
markets  to  date.  Robeck  has  now- 
released  still  another  52  programs 
and  host  Ra\  Milland  is  filming  a 
supply  of  bridges  so  that  two  epi- 
sodes of  Trails  West  tan  be  pro- 
gramed back-to-back  in  an  hour- 
long  format. 

NEW  COMPANY:  J.  F.  T.  Pro- 
ductions has  been  formed  by  Tobe 
T.  Fedder,  producer,  Emile  Jones, 
special  market  consultant,  and 
Tele  Tape  Productions,  Inc.  Corn- 
pain  hopes  to  make  "representa- 
tive innovations  in  iv  entertain- 
ment which  will  encompass  a  range 
from  ballet  to  jazz  with  top  talent 
.  .  .  and  also  provide  a  vehicle  for 
the  exposure  of  an  unlimited  reser- 
voir ol  relatively  unseen  talent." 
Headquarters  are  at  200  West  57th 
Si  net.  Suite   1301,   New  York    19. 

SALES:  United  Artists  Television's 
/  ee  Marvin  Presents — Lawbreaker 
has  been  sold  in  70  markets  prior 
to    its    8    September    release.    .    .    . 


Alan  Sands  Productions  has  sold 
its  series  of  15-second  features 
called  Boating  Tips  to  three  more 
stations,  tipping  market  total  to  48. 
.  .  .  Telesynd  added  eight  more 
stations  to  its  list  for  The  Lone 
Ranger,  bringing  markets  sold  to 
date  to  95.  .  .  .  New  sales  on  The 
Defenders  b\  CBS  Films  to  broad- 
casters in  Panama,  Saudi  Arabia, 
Puerto  Rico,  and  Costa  Rica  raise 
total  of  oil-shore  countries  viewing 
the  oil-network  series  to  24.  .  .  . 
Seven  Arts'  newly  released  volume 
7  ol  post- 1950  20th  Century-Fox 
films  sold  to  11  markets  in  first  two 
weeks  of  release.  .  .  .  With  11  new- 
sales,  Four  Star  Distribution  Corp. 
has  sold  Rifleman  in  52  markets  to 
date. 

NEW  PROPERTIES:  Julian  da- 
man's   COCo    and    United    Artists 

teaming  up  to  co-produce  a  one- 
hour  tv  film  series  for  the  1964-65 
season  called  I Tawk-Eye,  based 
upon  the  adventures  of  a  traveling 
documentary  crew.  .  .  .  CBS  Films, 
via  a  distribution  agreement  with 
Jack  Douglas  Productions,  will  re- 
lease into  domestic  syndication 
The  Gold  Tee,  a  90-minute  special 
in  color  on  the  finer  points  of  play- 
ing golf.  Jack  Douglas  has  also  be- 
gun  production  on  a  new,  non-fic- 
tion, in-color  series  called  AMERI- 
CA! which  will  be  ready  for  the 
1964  season.  .  .  .  Specialized  Mass 
Markets,  405  Park  Avenue,  New 
York,  is  offering  a  series  ol  taped 
interviews  with  leading  personali- 
ties, Negro  and  White,  dealing 
with  Negro  subjects.  Interviewer 
is  Bernice  Bass,  Baltimore  column 
ist  who  turned  her  talents  to  radio 
a  few  years  ago  and  became  direc- 
tor of  women's  programs  lor 
WADO,  New  York.  Three  stations 
have  bought  the  series  so  far.  .  .  . 
junior  Quarterback,  an  audience 
participation  show  featuring  NFL 
Stars,  is  the  first  t\  program  to  he 
offered  l>\  National  Football  Lea- 
gue Properties,  Inc.,  an  organiza- 
tion owned  by  all  II  NFL  teams. 
It  will  consist  ol  1  ,'i  half  hour 
shows  to  be  videotaped  in  Los  An- 
geles. .  .  .  Michael  J.  Pollard  will 
si. u  in  the  title  role  of  Bunhx.  a 
hall-hour  situation  comed)  series 
to  be  CO-produced  D)  Placebo  Pro- 
ductions and  United  Artists  Tele- 
vision. 


REPRESENTATIVES 
MERGER:  Pearson  National  Rep- 
resentatives and  Gates  Hall.  Move 
was  spurred  b\  many  considera- 
tions, including  the  recent  death 
of  Ted  Hall,  and  the  need  for 
expansion  to  meet  the  growing 
importance  of  the  west  coast  as  a 
source  ol  national  business.  The 
new  Savalli  Gates  organization  will 
operate  from  coast-to-coast.  In  I.os 
Angeles,  it  will  headquarter  at  the 
former  Gates  Hall  offices  at  6331 
Hollywood  Blvd.,  and  in  San  Fran- 
cisco at  the  former  Pearson  office! 
58  Sutter  Street.  Gates  Hall,  in  ad- 
dition to  its  own  list  of  coast  sta- 
tions, had  acted  as  sub-agent  for  a 
number  of  eastern  representatives. 
The  merger  automatically  pre- 
cludes further  sub-repping. 


MOVING:  Peter  R.  Allen,  salA 
executive  in  Blair  Radio's  New 
York  office,  to  manager  of  the  firm's 
Detroit  office. 

John  T.  Papas  to  account  execu- 
tive in  the  Chicago  office  of  Spot 
Time  Sales,  from  sales  stair  of 
WJJD,  Chicago. 

Albert   Chance   to   manager  of  the; 
San  Francisco  office.  Shaun  Murphy  j 
to   manager  of  the   Chicago  office 
and    William   Gorman    to   accoun 
executive   in   the  New  York  office, 
all  at  Ohlancl    Robeck  Inc. 
Duncan  Mounsev  to  manage!  <>l  tin 
Atlanta   office  of  McGavren-Guild 
replac  ing  Charles  E.  Hedstrom  wb.< 
has  resigned. 

Joseph  M.  Parenzan  to  account  ex 
ecutive  at  (IBS  Radio  Spot  Sale- 
I. os  Angeles,  replacing  Jack  II 
Pohle  who  resigned. 
Shawn  McGreev}  to  i\  sales  sta 
in  Chicago,  and  Don  Bruce  to  r. 
dio  sales  in  I.os  Angeles,  both  fd 
A\ei  "\-Knodel. 

Dale  W.  Stevens  to  manager  of  th 
Chicago  office  of  Robert  F  Eas 
man. 

Richard  Ashby  to  sales  executh 
in  the  Chicago  office  of  Stone  Re 
resentatives,  previously  called  R 
dio  TV.  Representatives 
William  ).  Budde  to  managei 
the  new  St.  Louis  office  of  Hen 
I.  Christal,  I iu  . 

Edward     Q.     (Ted)     Adams     tr.u 
letted     from    the    Chicago    to    il 
New     Yoi  k    sales    stall     ol      I  \  V 
He'll   be   replaced   in   Chicago 
John   A.  Carrigan. 


(ifi 


SPONSOR/15  JULY  19 


HOLLYWOOD    PRODUCERS 

i      ■i/iniuil   limn    pa 

time  I  don'i  dunk  we  would  have 
.•  s(  t  in  111  w  Iik  h  someone  would 
>.i\  cigarette  >.tn< >k i m;  is  not  .1  good 
thing  i>i  have  someone  sa)  'I'm 
going  i"  give  up  <  igarci tes  W  1 
h.i\(  nevei  had  an  advei  1  isei  tell  un 
'don' 1  do  it."  We  use  1  ommon  mum 
.mil  In -i  ausc  we  <l".  the)  don'i  both 
a  us 

"In  1  he  old  il.i\ v  with  one  spon 
mil  we  would  have  been  inhibited 
in  what  we  wanted  to  il<>.  but  to 
<l.i\  .in  .1  result  ol  mull i|>lc  sponsoi 
shi|).  the\  ilu  Mm  have  thai  influ 
mi  r.  .mil.  the\  are  mix  It  more  un 
lerstanding 

"  I  oday,  admen  are  intelligent 
nun.  the)  like  to  see  control ei sial 
drama  \\  hen  I  w.in  w  ith  the  Rob 
it  Montgomery  Presents  show 
years  igo,  ur  had  one  sponsoi  who 
'i.ul  .  reative  control,  and  he  fell 
kince  he  was  putting  up  .ill  the 
mint  \  he  wanted  some  vi\  in  it. 
I(mI.i\  the  network  and  m.ni\  ad 
kertisers  share  responsibility,  and 
Wt  have  nun  li  more  lat  itude.  \d- 
.chimin  have  shown  the)  want  bet 
er  tiling 

\di  .ill  prodiu ei s  l.n e  sil uai ions 
vhere  the)  have  maximum  creative 
reedom  <ml\  it  their  shows  have 
nultiple  sponsorship.  I  here  are 
•nlightened   full-program   sponsors, 

Relationship    "good,    solid" 

David    Dortort,   one  ol    the   few 
iroducers  w  i  1 1 1  .1  one-sponsor  setup 
>/://)    describes    his   relation- 
hip  w  nli  (  ln\  rolel  .in  .1  "ver)  good 
ml  solid  one." 

I"  illustrate,  Dortori  tells  how 
he  .nun  firm  "traditionally  li.nl  .1 
><>lii  \  i>l  four  1  iimmiii  ials  .111 
''in        He   adds:     "I    .isked   Chev 

Old     in     Switch     til. II     .Hill     .l(lo|it     .1 

11 1  loiin.it.  w  hit  h  meant  the) 

•oiild   lose    1    lull   rnmmeri  ial,   al- 

hough  r.n h  ol  linn  tlini'  1  ommei 

jab  would  In-  L'tt  seconds  longer, 

Ik  11  resean  hers  aih  ised  againsl  it. 

ampbell-1  wald     and     (  hew     de- 

ided  to  in  ii  .iii\w.i\.  si m t-  there 

nl  nevei  been  .1  test  ol  it     It  w.in 

ground,  mi  how  ( ould  the)  test 

wnh  old  Nt.itiNtiiN.  the)  said. 

I    s  been  thai  wa)  on  out  show 

no;  the\  sponsored,  and  we're  now 

wng    into  our   third    year.      Ihe\ 

n    responsive    to    the    producer. 


I  in  \    h.i\ t    nevei    1  ui  ned  dow  n    > 
nioi\    1  m    submitted     li    I    had    1 

l  111  III  I         ol        .1       SpOnSOl        Ml  III  >.        I  h  |n 

would  l>f  11 

1 1  n    mm  h    1  .ink  1    dealing    w  nh 
one  n|ioiim>i  and  with  one  point  ol 

\  It  W        IIInIi  ad     ol     1  Mllllli  I  1114     |> In 

ol  view  from  multiple  sponsors    \l 
nh  with  multiples,  the)   sometimes 
are  jot  ki  \  ing  rt  garding  1  he  1  hoit  1 
nl  program  to  be  shown,  depending 
on  1  Inn   polic)     I  1  oik  1  ill-  it   ma) 
In   we  have  1  omplete  freedom  and 
no  |ni  NNiu c  bet  ause  mil  show   in  .1 
Nin 1 1  nn    Tun  (  In  \  \  n  1  .un  11 11  in  thai 
the  nIiow  be  done  with  good  taste 
I  he)  do  n< it  frown  on  control  ei  n<. 
Matthew  Rapf,  exet  utive  prod  in 
ei  oi   \ r,(     1  \   Bing  (  ion|(\  Produt 
t  ions  hit  Nti  un.  /:  •    <    u  \ .  has  als< » 


What  Madison  Ave. 

wishes  to  tell 

Hollywood 

Leading  ad  agency  execs  sa- 
lute coast  film  makers  and 
chart  course  for  continued 
tolerance  and  cooperation. 

NEXT  WEEK  IN  SPONSOR 


had  complete  freedom  creativel)  on 

his  series,   one   with    multiple  n|miii 

Mil's. 

"Minimum  interference" 
Rap!    remarks:      'I    have   had   .1 
minimum     ol     interference     from 

\  r>(  and  the  sponsors  from  the  be 
ginning  \\  e  hii  eai  1\  I  he  \  r>< 
program  1 0  ordinatoi  io.»k  out  |>o 
Niiion  to  sponsors  and  agencies, 
'don't  bother  t  hem  \\  e  h.i\  1  had 
no  objet  1  iotiN  to  1  hi  1  n|oi  ies  I  he 
1  loses)  t\ ei  to  -i  problem  w.in  on 
out   two  parter,    I  Cardii        I 

\h  ) 

\  11  v  \\  illiamson,  •  >ne  1  »l  1  iui 
sponsors,  had  1  in  because  Knn 
Stanle)  smoked  .1  loi  I  he)  didn'i 
like  it  because  ol  the  fact  in  1  lu 
story,  where  nIu-  smoked  so  much, 
nIu  w.in  .1  n. ih  ot  ii  n  addit  t  Win 
the)  were  no  upset,  I'll  nevei  know 
<  )ih  e  01   t  w  H  e  .1  1  ouple  1  >l 


in  .   ^ii\n  1  umi   ,1111   h 

ui,!  wi   ipend  5  •  •>   10 
1  ussing    tin    show       I  1, 
wh.n  w ill  tin  \  tell  tin  11  1  In-lit.  and 
1     I-,  thi   ihow  will  han 

i        1   them  mv  t 

I ! 

tun. in  K.  I  \i   been  ind<  1 

ihuik    ilu     :  in    .1    hit    1] 

Ii.in  NMiiH  1  hing  to  do  with  il     0 
or  twici    1   In  11    11  omplaim   ii 
.in  agent  \.  and   I   tell  tht  m  to 
anothei  show     1 
word,"  Rap  fit  ml) 

"  l  h.i\  r  I. it  itude  In  1  him   thi 
wuik  supported  me,  and  the  n; 
is  a  hit     I  hiN  in  t In  iih.ni  expensn e 
show   I  hav<  1 

prat  in  all)  no  interft  renct  I  ■ 
did  .1  s) lulu  .ui  il  show .  and  one  ' 

N|l.l||MI|        III        I     ',      IN    II  kl    In      III       till        mill 

wesi    gavt    me   more   troublt    than 
I've  had  on  <  -  u     in  thi 

'  ( )n  1  In   w  hole,  I  h.i\ i   no  objei 
1  ion   to  mil   1  niiiiiii  11  ials     Onci    1 
saw  one  thai   jarred  the  endin 
ui  .H  t  terribly,  il  w.in  almost  1  omit 

1  he    w  .i\     it    1  .mil-    mi    .ilnt 

ni  1  nr    in    surgei  j      l    in. nh     tht  m 
nw  in  h  it 

Sam  Ri dfe,  pi oilm  ei  oi  lasi 
son's  cycle  ol    /'/"    /  // 

|)Iun  several  fot  this  fall  on  NB( 
1  \  .  n.i\n  he  n<  mi  hi  eives  >  om 
plaints  01  beefs  from  sponsors  ..1 
agent  ies,  thai  two  ot  three  times 
then  win  mild  comments  about 
produt  t  <  on  flit  t. 

(  )ih  1  .     1    1  oniih  in     111. inul. 1, 
who   w.in   .1   multiple   sponsor,   ob 
jet  ted  10  .1  Inn   in  .1  ni  1  ipi  about  .1 
1 5  yeai  old    unwed    pr<  nl. 

w  hit  li  read  Tun  ing  I i | •-«  1  n  k  m- 
yeai  old  gii  Is  and  letting  them 
om  mi  d.iii  n  in  mil  in  innot  em 
it  seems." 

Called  healthy  situation 
"Tht  uh!     I     didn't 

hi. mie  them,  Iui;  \  r.(  said  the  I 
w.in  in  stay,"  ret  alls  Roll        1  1     in 

nihil      show      with     niuiiI.ii     i  ii. 

stances,  the  line  w.in  not  important 
to  the  story,  M>  11  was  changt 
1  identally,  thai  1  osmetit  bankrol 
did    not    pull    out    ol    tl 
which    the    line    remained     ii 
i  epted  it    \  •      : 
om    sponsoi  mi  nIio 
edicts,   no  commart 

the  option  t"  pull  mil  ol  nt. 

hut  the)  don  1    1   -  dth)  sit 

turn       \ll    powei    n 

networks,    Rolie  remarks 


'OMSOR    |5    ,,,, 


Bert  Granet,  producer  of  Twi- 
light Zone  on  CBS  TV,  also  says 
the  trend  to  multiple  sponsors  has 
diluted  the  strength  of  sponsor  and 
agency. 

He  points  out,  "If  we  listened  to 
everybody  sponsoring  hour  shows, 
there  wouldn't  be  a  show.  About 
all  agencies  have  to  do  now  is  to 
see  to  it  the  commercials  aren't  up- 
side down." 

PR.G  and  American  Tobacco 
sponsor  half-hour  Twilight  Zone, 
and  Granet  commends  highly  Bud 
Steffan  of  BBDO,  "a  good"  contact. 
Producers  are  more  careful  than 
cut  these  days  about  content  be- 
cause of  future  sales — reruns— and 
the  global  market.  Points  out 
Grand :  "We  take  from  scripts  cer- 
tain terms  or  words  which  have  dif- 
ferent meanings  in  some  countries. 
The  thinking  is  in  terms  of  over- 
seas reruns."  Over-all,  he  com- 
ments, "it's  not  like  the  old  days 
when  a  show  went  off  the  air  if  the 
agency  didn't  like  it." 

Roy  Huggins,  onetime  novelist, 
Revue  studios  veepee  and  executive 
producer  of  the  Kraft  Suspense 
Theatre  series  upcoming  on  NBC 
TV,  is  another  of  the  few  film  mak- 
ers dealing  with  a  single  sponsor 
and  agency. 

He  has  been  conferring  on  the 
project  with  J.  Walter  Thompson 
execs,  and  sa\s  the  cooperation  has 
been  "great."  Huggins,  executive 
producer  of  Revue's  The  Virginian 
last  season,  observes,  "when  you 
have  a  combination  of  advertisers, 
the  position  of  any  one  is  weak- 
ened and  he  doesn't  have  as  much 
say."  But  insofar  as  Huggins  is 
concerned,  his  relationship  with 
sponsors  is  excellent.  "You've  got 
to  have  sense,"  he  adds. 

Points  to  intermissions 

As  for  those  who  complain  about 
commercials  being  overdone,  Hug- 
gins snaps  "it's  a  very  expensive 
medium.  I  can't  stand  an  unrealis- 
tic attitude."  And  to  those  who 
beef  that  commeri  ials  interfere 
with  a  program,  he  retorts  "Have 
people  been  to  Broadway  shows? 
Are  they  aware  of  the  fact  thai  at 
the  peak  of  a  show,  the  audience 
goes  out  to  try  orange  juice.  And 
a  half-hour  later,  they  do  the  same 
thing.  And  no  one  ever  complains. 
This  lias  been  going  on  lor  cen- 
turies— interrupting  the  drama,  for 


no  reason  except  to  think  and  talk. 
I  have  nothing  but  impatience  and 
contempt  for  those  who  complain." 
Buck  Houghton,  who  is  produc- 
ing the  new  The  Richard  Boone 
Show,  describes  his  relationship 
with  Reynolds  Metals  and  Lennen 
R:  Newell  and  Charles  E.  Frank  as 
"very  cordial."  They  have  dis- 
t  nssed  with  him  where  the  commer- 
cials should  be  spotted  on  the  show. 
Houghton's  reaction:  "I  don't  an- 
ticipate any  interference  in  stories 
or  content.  I've  gotten  no  list  of 
do's  and  don'ts,  as  on  former  shows. 
They  are  affirmative  about  our  idea 
of  a  repertoire  company,  which  will 
insure  continuity  of  an  anthology." 

Has  no  complaint 

.Adds  Houghton  realistically:  "It 
may  be  the  season  of  the  year.  We 
are  just  starting.  What  is  there  to 
complain  about?  It  would  be  quer- 
ulous to  complain  now.  When  a 
show  is  on  the  air  and  the  differ- 
ence between  idealization  and  real- 
ization may  occur  (and  our  dreams 
always  exceed  reality) ,  then  you 
might  expect  a  lot  of  static." 

Frank  Price,  producer  of  Revue's 
pace-setting  90-minute  series,  The 
Virginian,  observes,  "we  have  an 
unusual  situation  in  that  so  many 
agencies  are  involved.  In  realitv. 
while  we're  conscious  of  their  re- 
actions, any  one  agency  reaction  is 
not  particularly  forceful.  We  send 
scripts  to  them,  and  their  reactions 
come  to  us  through  NBC.  If  the 
network  is  in  agreement,  maybe 
they  will  make  the  point  to  us.  We 
do  our  own  spotting  of  commer- 
cials. We  break  into  acts,  with  five 
breaks,  so  we  know  where  they  will 
be  slotted." 

"Multiple  sponsorship  is  the  big 
development  that's  come  about  in 
the  last  few  years.  I  don't  think  the 
agencies  are  happy  about  it.  The 
network  understands  our  problems 
better  than  agencies.  I  was  once-  on 
a  show  where  everything  came  from 
an  agenc)  guv  in  N.  Y.  who  bad 
never  been  in  a  studio." 

Vincent  M.  Fennelly,  producer  of 
Rawhide  on  CBS  TV  finds  his  spon- 
sors as  well  as  his  network  "delight- 
ful to  get  along  with."  There  were 
no  serious  problems  last  year,  and 
be  found  that  "il  you  sit  down  and 
I. ilk  with  them,  you  can  resolve  an\ 
problems  that  ma\  arise."  Last  yeai 
was    his    "greatest"    in    cooperation 


from  agencies  and  sponsors,  Fennel- 
ly notes. 

Jack  Chertok,  producer  of  the 
new  comedy  series,  My  Favorite 
Martian,  bowing  on  CBS  in  the 
fall,  also  has  a  "good"  relationship 
with  agencies  and  sponsors. 

"Suggestions  they  have  made  so 
far  I've  concurred  with.  Nobody 
lias  tried  to  force  me  to  do  any- 
thing. I  have  never  had  a  problem 
in  this  area,  but  in  the  atmosphere 
today,  they  are  much  more  recep- 
tive to  new  things.  I  get  sugges- 
tions, not  orders.  I  work  with  the 
Leo  Burnett  agency  principally, 
and  they  are  fine  people.  The  spon- 
sors I  have  (Kellogg  and  Toni)  are 
not  new  at  it.  They  have  been 
through  the  mill  and  have  a  better 
understanding." 

Another  producer  with  no  spon- 
sor-agency  problem  is  Norman 
Llovd.  one  of  several  producers  of 
The  Alfred  Hitchcock  Hour.  His 
situation  this  past  year  was  better 
than  ever,  and  he  encountered  no 
complaints.  Lloyd  attributes  it  part- 
ly to  multiple  sponsorship. 

"Now  you  don't  know  where  the 
control  is;  it  has  been  diluted.  We 
have  no  interference.  We  had 
seven  sponsors  last  season.  In  the 
old  days,  with  one  sponsor,  he  had 
control,  but  with  one-hour  and  90- 
minute  shows,  there  are  more  and 
more  sponsors,  and  that  means  less  I 
control.  I  have  no  objections  t. 
the  commercials."  Lloyd  declares. 

Sponsor,  viewer  both  vital 

This  cross-section  of  Hollywood' 
tv  film  production  executives  is  in 
dicative  of  the  new  aura  existing 
Probabh  the  best  and  most  promts 
ing  aspect  in  the  entire  picture  i 
the  producer's  recognition  today  o 
the  advertiser  and  agenc \  problems 
a  very  real  awareness  that  sponso 
needs  must  be  served  as  well  a 
\  iewer  needs. 

This,  coming  at  the  same  tint 
that  the  agencies  and  sponsors  ev  I 
dentl)  show  a  greater  understaw 
ing  ol  the  producer's  desire  to  mak 
more  adult,  qualitative  produc 
speaks  well  lor  the  futuie. 

Ironically,  the  producer  has  fit 
all\  come  around  to  recognition  c 
the  moneyman's  role  in  the  pictui 
at  a  time  when  multiple  sponso 
ships  ha\  e  c  aused  diminution  of  h 
once-tight  control.  ^ 


SPONSOR/15  JULY    19« 


'VIEWPOINT 


A  column  of  comment 

on  broadcastin^'advertising, 

by  industry  observers 


INT'L  RADIO  AND  TV  SOCIETY:  WHAT  IS  IT  ANYWAY? 


By  SAM  COOK  OIGGES 
l>u!    i;,i,h<i  and    I      s 

'  /;n   Filtns,  l'n . 

I  received  .1  note  thai  shook  me 
ij)  .1  hulc  the  othei  da)  \  li  iend 
\ln>  ilt. iK  wnli  agem \  media  pro 
ilr  though  1  I  ought  10  know  that 
oosi  ol  tin  media  people  she  knows 
ire  noi  members  ol  the  Interna 
ion. il  Radio  .mil  I  (lev  ision  So 
ici\  Mosi  devastating  ol  .ill  was 
he  stan  intni  thai  .1  loi  <>l  these 
>co|>lc  don' 1  . .  en  know  what  IR  I  S 
j.  So  let's  gel  down  to  fa<  is  1  ighl 
low  I  lii.|K  those  ol  you  who 
mi  1     Familial     with     IR  IS.    and 

! ■  who  are,  bin  haven'i   joined, 

till  take  note      I  here  mighi  even 

>c   .1    nuggei    ol    information    foi 

in    members  who  have  not 

i.iriii  ipated  f  ull\   in  our  a<  ii\  il  ies 

Nexi  year,  I R  I  s  ( ommemorates 
is  L'")ih  .iiiiii\cis.n\      I  he  organiza- 
ion  was  founded  l>\  .1  group  <>l  ex 
cutives   in   the   broadcasting   Imsi 

is  and  w.is  fnsi  known  .is  the 
ladio  I  \((  utives  Club,  In  1952 
'  I  (     merged    w  ith    the    Vmei  i(  an 

i-lt-\  ision     So(  ut\      .iikI     !)(■(  .inic 
nown  .is  the  Radio  and   IVU-\  ision 

\ci  utives  Sot  iety.    \  yeat  ago,  1.1k 
:;  into  .11 1  ouni  the  global  aspe<  is 
'l    broadcasting,     the    name    was 
»ed  to  the  International  Radio 

Iilc\  ision    S,H  ids.    In, 

I R  I  s  is  .1  noii  profit  membership 

•rporation  i  hartered  l>\   the  State 

N(  w  York,  .mil   is  made  up  ol 

is  in  .ill  areas  ol  broadi  .isi  ing 

Hied  fields,    li  is  dedicated  to 

i\ii)L;  the   industry,   and   to  pro 

oting  .ind   increasing   .1   sense  <>l 

isil>ilii\    among   .ill    who   are 

(I  111  (oniniiiiiK  .iiions.  Ii  pro 

hi  assembly  for  professionals, 

Fosters  .1   lasting   fraternity   ol 

5    m    the    industry      It    also 

ovides  .111  international  forum  foi 

«  ussions  .ind  the  inten  hange  of 

'iid  information. 

il    ol    today,    IR  I  S    has    1,215 

embers     <  >t    the    total    member- 

;s  are  resident  members  and 

I    are  non-resident.    I  he  resident 

ONSOR    15    jtt>     !■ 


ip   breaks  (low  11   .is  follows    '  in 

I  luded   is  .m\   group  l>.i\  ihl;    I '  ,    01 
bettei  ol  the  membership)      Vdvei 
tisers     1  52    members) .    advei lising 
agent  ies    1 1 35) .   trade   asso<  iat  ions 

(20) .  attorneys  1 1  1 1 .  edui .iti<tn 
.ind  religious  1 1 1 1 .  equipment  and 
U( Imii .il    sci vices    (18) ,    lilm    dis 

II  ihiiiois  1  15) ,  film  .ind  tape  pro 
duct  ion   (26) .  foreign  broadi  as) 

1  1 1 .  groups,  iik  luding  Nev«  ^  01  k 
stations  (87),  musii  ir_;liis  societies 
( lt>) .     netwoi ks.     iik  luding     New 
Noik     stations,     film     distribution 
.inns,  eti .    (222) .  trade  and  other 
press  organizations    (26),  program 
producers,  set  \  ices  and  agents    60 
piihlii   relations    (28),  publii   sen 
k  c  organizations  (14),  researt  h  01 
ganizat  ions  (16)  station  representa- 
tives  (86) .  \< w   York  stai  ions,  ex 
( lusive  ol  group  01  netwoi  k 

IRTS  aci  i\  ities  fall  pi  imai  il\  in- 
to the  follow  inn  ( ategoi  ies: 

\  osmaker  Lunt  heons:  I  hese 
numbei  nine  .1  yeai  and  have,  in 
the  past,  heard  such  newsmakers  .is 
I larry  I  mm. in.  Ri< hard  Nixon, 
[awahai  lal  Nehi  u,  1  ferbei  1  I  loovei . 
Averill  II. mini. m.  Nelson  Rocke 
feller,  Sam  Goldw)  n .  Spyros 
Skouras,  Don  Schary,  and  Newton 
Minov  Sint  e  19 13  it  has  been  tra- 
ditional loi  the  first  newsmaker  ol 
the  l. ill  season  to  be  the  <  hairman 
ol  the  FCC.  I  he  Hon  I  William 
1  l(iii \  will  join  us  .11  the  News 
makei   I  .un<  heon  2  I  Septembei 

lln  Anniversary  Banquet:  Insti- 
tuted   loin    \c.iis   ago,    tills   IlIlK  I  loll 

is  held  primarily  to  honoi  an  indi- 
vidual 01  .111  oil;. mi/.  11  ion  foi  (  on 
tribut  ion  to  broadi  .1st  ing  l\c(  i|>i 
(  nis  to  date  have  been  Bi  ig  ( ■<n 
David  Sarnoff,  President  Kennedy 
.iml  Richard  Nixon  foi  then  tele 
\  ision  debates) ,  Di  Ft  mk  Stanton, 
.ind  Bob  I  fope. 

The  Spet  i<il  Projet  fj  Lund 
I  hese  1  uik t ions,  eight  pa  yeai .  are 
devoted  to  problems  currently   ai 
f<(  ting  our  iii(lusii\ 

Fun  Affairs:  I  hes<  are  the 
Christmas  Party;  the  IR  I  s  Broad- 
casting Follies;  and  Fun  Day,  which 


features  .1  day  "i  golf,  dinnei  and 
(iitii  r .  1 1 1 1 1 1 1 1  1 1  r 

11     ■   -      /'  \|.,  1    impoi 

1. mi  ol  these  is  l  R  l  s  support  •>! 
the  \  eterans  l  lospita]  Radio  and 
I  (  l(  \  is.11 ,1 1  Guild,  iiiniii  \  idi  w  hit  li 
is  raised  at  the  <  hi istm  >    r 

Production  Workshops    Nint   are 
held  annually,  to  keep  thi    IRTS 
membership  infot  med  on  the  I  11 
developments  ol  the  industi  j 

/  B  rid  Sellii 

nan  Inform  the  juniors  in  oui  in 
diisii\.  .iml  increase  the  specialized 
know  ledge  "i  vetei  ms 

1  •  •         1  /;> 

1  1   'l  siikI(  nis  operating 

( ollege  radio  stai  ions 

C0//1        Majors  I  \ 

new  .Kti\ii\.  initiated  foi  students 
majoring   in   radio,   television   and 

,l(l\  (I  I  islll^ 

//.'/s  Foundation:  Established 
in  1962  id  enabli  I  K  1  s  to  ad  in 
<-(Iik  ational  and  na  \  it  e  fields. 

I  h.ii  is  what  we  do    li  s  .1  pro- 
gram   that    (  in    be    benefit  ial    to 
everyone  in  oui  business,  and  .1  | 
■j.i  .mi  thai  desei  vi  s  the  suppt  >i  1 
everyone  in  oui  business  ^ 


-SAM   COOK    DIGGES 


Mi 


lot   his  I 

■'>,       M  \  M  / 
Washington,  D   < 

■ 

iti 

!  !   '  58 

ation  1      s 

1 1 
III  I  5 

tl\>-  < 


'SPONSOR 


President  and  Publisher 
Norman  R.  Glenn 

Executive  Vice  President 
Bernard  Piatt 

Secretary-Treasurer 
Elaine  Couper  Glenn 

EDITORIAL 

Editor 

Robert  M  Grebe 

Executive  Editor 

Charles  Sinclair 

Ail  Director 
Maury  Kurtz 
Senior  Editors 
Jo  Ranson 
H.  William  Falk 

Special  Projects  Editor 
David  G.  Wisely 

Associate  Editors 
Jane  Pollak 
Barbara  Love 
Audrey  Heaney 
Niki  Kalish 

Copy  Editor 
Tom  Fitzsimmons 

Assistant  Editor 
Susan  Shapiro 

Washington  News  Bureau 
Mildred  Hall 

Chicago  News  Bureau 
Winifred  Gallery 

ADVERTISING 

Southern  Sales  Manager 

Herbert  M.  Martin  Jr. 

Midwest  Manager 

Paul  Blair 

Western  Manager 
John  E.  Pearson 

Production  Manager 
Mary  Lou  Ponsell 

Sales  Secretary 

Mrs.  Lydia  D.  Cockerille 

CIRCULATION 

Manager 
Jack  Rayman 
John  J.  Kelly 
Mrs.  Lydia  Martinez 
Anna  Arencibia 
Mrs.  Lillian  Berkof 


ADMINISTRATIVE 

Assistant  to  the  Publisher 
Charles  L.  Nash 

Accounting 

Mrs.  Syd  Guttman 
Mrs.  Rose  Alexander 

General  Services 
George  Becker 
Madeline  Camarda 
Michael  Crocco 
Dorothy  Van  Leuven 
H  Ame  Babcock 


Staff 


-SPOT-SCOPE 


Significant  news, 
trends,  buying 
.in  national  spot 


PRO  TAN  3  &  PATIO  COLA  GO  STEADY 

Sales  Plus,  Int.'s  new  suiuan  lotion.  Pro  Tan  :5  (sister  product  ol  su. 
ful  Sea  &  Ski  )  and  Pepsi-Cola's  new  P.itio  Diet  Cola,  although  new  on 
the  scene,  are  apparently  not  too  young  to  go  steady.  The  pair  is  an  item 
in  a  six-county  sampling  promotion  along  the  California  toast,  supported  by 
spot  radio  in  what  is  believed  to  be  the  first  tie-in  of  a  suntan  lotion  and  a 
soft  drink.  Pro  Tan  8  was  introduced  in  Los  Angeles  in  April:  in  San  Fran- 
cisco in  late  May.  Pepsi-Cola  launched  its  Palio  Diet  Cola  on  the  coast  early 
this  year.  Agency  for  the  new  tanning  product  is  Sturges  &  Associates  (San1 
Francisco)  ;  account  exec  is  Paul  Sturges. 

Clorox  brightens  tv  scene 

Procter  &  Gamble's  Clorox,  which  last  year  channeled  S3. 8  million  intc 
spot  tv,  has  not  yet  announced  the  19f>31%4  expenditure.  However  on  l| 
July  Clorox  launched  a  52-week  saturation  schedule  of  minute  spots  in  13( 
markets  in  all  50  states — an  increase  of  13  markets  over  last  year.  Schedule! 
vary  in  different  markets.  Agency  is  Honig-Cooper  8c  Harrington  (Sar 
Francisco)  . 

NoDoz  nods  at  motorists 

Grove  Laboratories,  in  a  summer  Safe  'X  Sane  drive  for  NoDoz  tablet 
aimed  at  auto  drivers,  vacationers  in  particular,  has  allotted  more  than  hal 
the  ad  budget  to  radio  to  reach  this  market.  Campaign,  which  will  rui 
through  October,  uses  weekend  radio  primarily,  with  peaks  planned  for  hoi 
days,  when  highway  driving  is  heaviest.  Major  spot  radio  markets  plus  CB 
Radio  Network  bring  the  number  ol  markets  being  reached  by  ets  in 
live  minute  and  30-second  spots  to  100.  Consumer  magazines  and  in-stoi 
displays  complement  the  radio  push.    Agency  is  Gardner    (New  York). 

TV  BUYING  ACTIVITY 

•  Liggett  &  Myers  Lark  cigarettes,  which  were  originally  test  marketed  i 
Columbus,  Ohio,  and  Albanv-Trov-Sc  henec  tadv .  N.  Y.;  advanced  to  UtM 
Syracuse,  Rochester,  and  Buffalo,  N.  Y..  for  secondary  testing:  were  recent 
introduced  in  Boston  and  Springfield,  Mass..  Providence,  R.  1.,  the  Nc 
York  City  metropolitan  area,  and  Han  lord.  Conn.  Spot  tv  campaigns  ha 
accompanied  Lark's  expanding  market  list,  and  network  tv  and  print  a 
also  being  utilized.  Now  spot  tv  is  being  bought  in  selected  California  m; 
kets  in  preparation  lor  the  introduction  of  Larks  there.  Agency:  J.  Walt 
Thompson    (New  York)  .   Buyer:  Gene  Hobicorn. 

•  United  Vintners,  which  spent  about  $3.5  million  in  spot  tv  during  t 
past  year,  will  use  minute  spots  in  saturation  schedules  in  90  major  ni.irkc 
si  ailing  in  September.  The  market  list  is  expected  to  remain  the  same 
last  year's.  Buyer  is  Clarice  McCrear)  ai  Honig-Cooper  &  Harrington  S 
franc  isco)  . 

RADIO  BUYING  ACTIVITY 

•  California  Prune  Advisory  Board's  $325,000  domestic  promotion  lor  ■ 
1963-1964  season  will  get  underway  in  September.  Spot  radio  will  he  u>l 
in  Los  Angeles.  New  York,  Chicago,  Detroit,  and  Philadelphia.  Spot  sch  • 
tiles  will  supplement  participations  in  Don  McNeill's  ABC  Radio  Netwcl 
Breakfast  Club,  lie-ins  will  continue  with  the  American  Dairy  Associate 
General  Mills,  and  the  (Ming  Peach  Advisor)  Board.  Some  scattered  spot* 
mav  also  be  used.  Agent  v  is  Botsford,  Const; inline  8c  Gardnei  (San  Fr  • 
cisco)  .  Account  supervisor  at  the  agency  is  Barncv  McClure:  account  et 
William  Kutherloid. 


70 


SPONSOR    I  j    |t  i.v    Pi 


'SON  OF  PALEFACE 

MY  FAVORITE  BRUNETTE 

*  SEVEN  LITTLE  FOYS 

THE  LEMON  DROP  KID 

THE  GREAT  LOVER 

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f»«reTSTEUY1SIOMCORP.off.«s.,65w.46M  .      .. 

3«MI  Dr,„  Hollywood  CJlifwn.*  •  2204 


■    s  POWERHOUSE  PROPERTIES  I  CAVAlCAOE  OF  THE  60s  CROUP  I  AND 


BING  CROSBY 

JANE  RUSSELL 

DOROTHY  LAMOUR 

ROY  ROGERS 

MARILYN  MA 

RHONDA  FLE 

PETER  LORRE 
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LLOYD  NOLAN 
BACKUS 
MILLY  VFTALE 
GEORGE  TOBIAS 
ROLAND  VOL 


®® 


II  /  SCIENCE  FICTION     EIPlOITABUS  /  THE  BC  R  BOMBA  /  DIM     AA     FC» 


appoints   BLAIR  I  TELEVISION 

I 

i 

i 


Television  Station  WTVD,  Raleigh -Durham,  North  Carolina,  appoints 
Blair-TV  Division  as  its  national  sales  representative,  effective  July  1. 
WTVD  joins  the  other  stations  of  the  Capital  Cities  Broadcasting  Corp. 
already  represented  by  BLAIR  TELEVISION,  717  Fifth  Ave.,  N.  Y.  22,  N.  Y. 


SPON  3R 

^^  ™  ^^  '  _.    •»/*  How  Madison  Ave. 

THE  WEEKLY  MAGAZINE  RADIO/       ty\&  SERS  USE       Adme„  |ook  upo„ 


TIME 
EDICT:  WHAT 
OF  FUTURE? 


22  JUL, 


0  ' 


Hollywood 


p. 34 


$8  a  year 


;  margarine?  How  about  this  for  a  selling  oppor- 
—  while  she's  using  the  product?  Spot  Radio's 
lapbility  can  put  your  message  across  at  the  right 
n  the  right  place.  Spread  your  margarine  sales 
J  with  Spot  Radio  on  these  outstanding  stations. 


Albuquerque 

Atlanta 

Buffalo 

Chicago 

Cleveland 

Dallas  Ft    Worth 

Denver 

Duluth  Superior 

Houston 

Kansas  City 

Little  Rock 

Los  Angeles 

Miami 

Minneapolis  St    Paul 

intain  Network 


WTAR  Norfolk  Newport  News 

KFAB  Omaha 

KPOJ  Portland 

WRNL  Richmond 

WROC  Rochester 

KCRA  Sacramento 

KALI  Salt  Lake  City 

WOAI  San  Antonio 

KFMB  San  Diego 

KYA  San  Francisco 

KMA  Shenandoah 

KREM  Spokane 

WGTO  Tampa  Lakeland  Orlando 

KVOO  Tulsa 
Radio  New  York  Worldwide 


RADIO    DIVISION 

DWARD     PETRY   &     CO..   INC. 

A  L     STATION     REPRESENTAT 

*    *     CHICAGO      •      ATLANTA      •       BOSTON      •       C4^»S 
1     •     LOS  ANGELES     •      SAN    FRANCISCO     •      ST     LOUIS 


REPRESENTED  BY  ROBERT  E.  EASTMAN  A  CO., 


h 


€ 


*       J 


DOA/T 

MISS     MICHIGAN 


...where   Carol   Jean   Man   Valin  (v.iss    Michigan     62) 
makes   beauty  judges   purr.     Whip   out  the    performance 
figures   in    ARB   and    Nielsen  ...in  ey    prove   that    you    will 
miss    Michigan    without   W JIM-TV... with   over   12    years 
of  training    sales-curves  to   jump    up   in   that    rich 
industrial   outstate   area   made   up   of   LANSING   -   FLINT   - 
JACKSON    and    20    populous   cities...    3. 000,000    potentia 
customers  .. .748,700   homes  (ARB   March    '6 3). ..served 
exclusively   under   the    WJIM-TV    big-top. 

Ask    your   Blair   hustler    how    you, too,   can   tame    a   tiger 
of   a   sales   problem. 


BASIC 

i    Strategically  located   to   exclusively  serve   LANSING  .      .   FLINT  JACKSON  %JL#   I  Ik  Jl  "W™  %  M 

I   Covenng  tne  nations  37tn  market    Represented  by  Blair  TV    WJiM  Rod.o  by  MASL'-     ^gjg   M   I     l\rB     ""  ^K 

'Onsor   -  |un    i  . 


1.  Los  Angeles  metropolitan 
area  Spanish-speaking  pop- 
ulation: 

900,000  plus 

• 

2.  Average  yearly  income: 
$800,000,000 

• 

3.  For  automotive  products: 
$72,540,000  annually 

• 

4.  For  food  products: 
$434,700,000  annually 

YOU  CAN  HAVE  YOUR  SHARE! 

72  National  Advertisers  on 
Spanish-language  KWKW 
reach  approximately  277,880 
Latin-American  homes  per 
week  at  a  CPM  of  $0.72. 
KWKWs  5000  watts  speak  the 
language  convincingly  to  a 
loyal  audience.  KWKW  has  20 
years'  proof  waiting  for  you! 

KWKW 

SOOO  WATTS 

Representatives: 

N.Y.- National  Time  Sales 

S.F.-Theo.  B.Hall 

Chicago -National  Time  Sales 

Los  Angeles  — HO  5-6171 


'SPONSOR 


22  JULY   1963 

VOL.  17  No.  29 


Key  Stories 

25     OPTION  TIME  — THE   END  OR  A  BEGINNING 

FCC  ban  on  the  practice  would  present  tv  advertisers 
with  new  opportunities  as  well  as  new  pi^oblems 

28     ENGLANDER  RADIO  SPOTS   PITCH   HIP  MARKET 

Mattress  maker,  after  concentrating  on  television, 
appears  on  radio  "Jazz  Scene"  in  26  areas 

30     BIG  AGENCIES  CAN  LEARN  FROM  SMALLER  SHOPS 

Executives  of  "compact"  organizations  tell  why 
they  can  bring  clients  closer  to  the  people 

32     NIELSEN  MONOGRAPH  SERIES  TO  ANSWER  CRITICS 

Forthcoming  brief  on  subject  of  sampling  techniques 
will  stress  precision  of  ratings  as  estimates 

34     HOW  MADISON  AVENUE  ADMEN  SEE  HOLLYWOOD 

Agency  toppers,  in  praise  of  video-film  producers, 
see  curbs  on  creativity  as  things  of  the  past 


Sponsor-Week 

11      Top  of  the  News 
43     Advertisers  &  Agencies 
52      Stations  &  Syndication 
42 


48      Radio  Networks 
48      Tv  Networks 
60      Representatives 


Washington  Week— broadcast  ad  news  from  nation's  capital 

Sponsor-Scope 

19      Behind-the-news  reports  &  comment  for  executives 


Departments 


23  Calendar 

41  Commercial  Critique 

16  Data  Digest 

23  555  Fifth 

58  Newsmakers 


7  Publisher's  Report 

66  Sponsor  Masthead 

66  Spot-Scope 

38  Timebuyer's  Corner 

65  Viewpoint 


SPONSOR    |   Combined  with  TV,   US    Radio,  U.S.  FM    ft.    j     1963  SPONSOR  Publicatiol 

EXECUTIVE,  EDITORIAL,  CIRCULATION,  ADVERTISING  OFFICES:  555  Fifth  Ave.,  Ni 

York   17.  212  MUrray  Hill  7-8080. 

MIDWEST  OFFICE:  612  N.  Michigon  Ave.,  Chicago  1  1,  312-664-1  166. 

SOUTHERN   OFFICE:  Box  3042,  Birmingham    12,  Ala.   205-FA  2-6528. 

WESTERN  OFFICE:  601   California  Street,  Son  Francisco  8,  415  YU    1-8913. 

PRINTING  OFFICE:  229  West  28th  St.,   New  York    I,   N.   Y. 

SUBSCRIPTIONS:  U.S.  S8  a  year.  Canada  $9  a  year.  Other  countries  $1  1   a  year.  S 

copies  40c.    Printed   in   U.S.A.    Published  weekly.   Second  class   postoge  paid  of  NY 


SPONSOR    22    |i  i  i    1!" 


mi 

I 

i   (    i 

J  1  Cream 
XV^dl     Wheat 

£1 


These  food  and  related  advertisers  have  discovered  the  moving  power  of  WSPD-Radio. 

WSPD-RADIO,  TOLEDO 

MOVES  THE  GROCERIES / off  the  shelves 


and  into  the  households  of  Northwestern  Ohio 
and  Southeastern  Michigan.  275,600  households 
with  over  s2l)8,000.000  in  food  sales  are  in  the  prime 
circulation  area  of  WSPD-Radio — First  in  this  bus- 
tling marketplace  by  every  audience  measurement. 

WSPD-Radio'a  morning  audience  is  greater  than  tin    other 
:    Toledo    station*    combined.    In    tin    tftemoom,    WSPD- 

Until,, "s    audi,  mi     sliari     is    almost     7K<~}     qrratrr     than     tin 
.'nd    plan     station.     (Jan.-tih.     I'll,:,.     llo„p,r>  WSPD- 

lindu,.  7:00    !.»/.  to  Xoon,  17. Ir;  thare;   \;on  to  S.-00  I'M. 
,     share. 


This  audience  domination  throughout  the  da\  is 
achieved  by  adult  programming  built  with  integrity, 
imagination  and  insight  an  audience  domination 
which  gives  you  an  effective  and  established  selling 
media  for  your  goods  -an  audience  domination 
which  reaches  the  adult  consumer  WHO  bin  |  the 
gcxxls  and  pays  the  bills. 

And  WSPD's  merchandising  program  adds  extra 
sales  wallop  jor  food  and  drug  advertisers. 


I 


HE  KATZ  AGENCY,  i>< 

N*tionjl  Repres«otil'vn 


LOS  ANGELES 
KGBS 

PHILADELPHIA 
W1BG 

CLEVELAND 

MIAMI 

TOLEDO 

DETROIT 

STOKER 

RRdllk  •                 UnUn 

NEW  YORK 

WHS 

MILWAUKEE 

li  ITl-TI 

CLEVELAND 

WJW-TV 

ATLANTA 
//  MCA     ■ 

T0LE00 

■).Tr 

DETROIT 

SPONSOR 


22   |i  i\    196  I 


WORLD'S 

TALLEST 
TOWER 

TO  DELIVER 
LARGER 
AUDIENCE  IN 
KNOXVILLE 
AREA! 


*  1751  feet  above  ground 
3049  feet  above  sea  level 


KY. 


VA. 


TENN. 


KNOXVIUE 


N.C. 


The  Knoxville  area  is  one  of 
the  growing  markets  in  the 
dynamic  southeast.  WBIR-TV  is  one 
of  the  fastest  growing  stations  in  the 
southeast.  The  world's  tallest  tower*, 
now  under  construction,  will  project  the 
powerful  316,000  watt  channel-10  signal  to 
a  much  larger  area  in  Kentucky,  Tennessee, 
Virginia  and  North  Carolina.  Get  the  facts 
from  your  Avery-Knodel  man. 

WBIR-TV 

KNOXVILLE,  TENNESSEE 

CBS        Channel  ]Q 


GA. 


AFFILIATED 
WITH 

THESE  OTHEl  SOUTHEASTERN  STATIONS 
Represented  Ndfionally  by  jC/ERYKNODEL,  Inc. 

WFBC-TV  ^S  \  WMAZ-TV 

NBC   CHANNEL  4  V  )  CBS,   NBC,   ABC   CHANNEL    13 

"The  Giant  of  Southern  Skies'7 
GREENVILLE,  S.  C. 


SERVING   THE 

GREENVILLE,  SPARTANBURG 
ASHEVILLE  MARKET 


MACON,  GA. 


SERVING  THE 

RICH  MIDDLE 
GEORGIA  MARKET 


SPONSOR   22    |UM    196 


"PUBLISHER'S 
REPORT 


One  man's  view  ot 
significant  happenings  in 
broadcast  advertising 


What's  happening  in  Washington? 

If  the  poor  broadcaster  i-  confused  .1-  he  viewa  die  Washington 
scene  who  can  blame  him? 

He  -cr-  \  \1»  president  1  eRoj  Collins,  who  he  has  been  told  isn  1 
quite  with  il  .1-  an  industr)  spokesman,  w  .1  «z i n «i  .1  two-fisted  battle 
against  regulatory  encroachments  on  commercials. 

Il<'  sees  I  1  <  chairman  K.  \\  illiam  Henry,  who  on  tit*-  strength  of 
hi-  predecessor  should  be  rated  Enemy  #1.  defending  the  industry  on 
editorializing. 

He  sees  the  I-  1(1  making  noises  like  the)  mean  business  regarding 
unwarranted  promotional  use  of  ratings  or  attempts  to  influence 
ratings. 

He  sees  Congressmen  taking  oil  on  editorializing. 

But,  in  m\  opinion,  he  hasn't  seen  anything  yet 

\  lot  ol  Congressmen  have  discovered  thai  most  anything  that 
derogates  the  broadcast  industry  makes  news.  \ml  with  an  election 
jrear  coming  up  it'-  the  simplest  way  to  put  your  name  in  the  headlines. 

What  compounds  the  problem  is  that  the  range  of  pot-hot  subjects 
>pen  to  the  sniper  has  broadened  from  quiz  scandals  and  license 
ibuses  to  practically    everything  within  the  periphery    of  industry 

11  ti\  it\ . 

The  possibilities  are  endless. 
\nil  they  will  be  exploited. 
Hut  the  broadcaster  i-  not  without  a  defense. 

Hi-  best  defense  is  an  oft'ensc.  He  ha-  the  strength  of  his  medium. 

n  his  own  medium  he  has  the  muscles  of  public  opinion.   \ml  public 

•pinion  almost  unerringly  puts  it-  finger  on  a  phony   issue.  Further, 

very   Washington  headline  hunter  there  are  other-,  main   others, 

rho  recognize  the  right  of  the  broadcaster  to  run  his  own  busim  ss  h  ith 

minimum  of  government  interference  and  will  fight  to  keep  it  that 
iray . 

The  industry  isn't  without  friends. 

We  recommend  that  the  \  \H  do  everything  in  it-  power  to  narrow 
he  pot-shot  range.  In  doing  so,  it"-  fighting  for  tree  enterprise  in  gem 
ral  .1-  well  as  tree  enterprise  broadcasting. 

Ihi-  helps  the  advertise]  because  it  keeps  the  vital  ait  communica- 
ion-  media  on  a  strong  and  self-sustaining  basis. 

It  your  station  editorializes,  we  recommend  that  you  make  sure 
"i"  re  good  at  it.  Il  you're  expressing  your  opinion,  you  can't  afford 
less  than  that. 

Sincerely, 


'fr-7-t^i/ 


'ONSOR  22    iiily  1 


WPTR 

ALBANY  TROY 

SCHENECTADY 

NY 


0 

o_ 

WRUL 

NEW    YORK. 
N  Y 


O 


DIFFERENT? 


COVERAGE  Naturally  wptr  i 
different.  (We  don  t  beam  our  signal  out  of 
the  US)  But  50000  watt  power  can  do 
wonders,  and  like  WRUL.  we  too  have  re- 
ceived correspondence  from  Italy.  Greece, 
and  the  Aiore  Islands.  Day  to  day  listener 
reaction  comes  from  all  over  New  York. 
Massachusetts,  Vermont.  New  Hampshire, 
Connecticut.  Maryland  and  Canada. 

EFFECT  -The  people  who  know  the 
market -brokers,  distributors,  et  al— tell 
us  the  Capitol  District  is  an  18-county  large 
market.  You  can  buy  18  separate  daily 
newspapers  to  effect  unduphcated  circula- 
tion in  the  Capitol  District  ...  or 
50, COO  watts  of  the  most  penetrating  Radio 
to  be  had— WPTR. 


RATINGS  —Check  the  costs,  then 
examine  Nielsen  Coverage  Service  *3  for 
credited  county  coverage: 

WPTR  STATION  X  STATION  Y  STATION  Z 
30°o  26°o  13°o 

Your  East  man  will  lay  it  out  for  you  in- 
cluding a  comparison  of  surroundin, 
Pulse  reports. 


YES:  WPTR 

Albany-Troy-Schenectady 
VP  &   GEN   MGR:    Perry   S.   Samuels 


robert  e.eastman  *  en,,. 

representing   major   rodie  ttotiont 


L 


Harlequin-and-Host 

Quickly,  now,  which  has  more  facets— the  Hope 
Diamond  or  the  Hope  Robert? 

It's  no  contest,  really.  And  viewers  soon  will 
be  seeing  still  another  side  of  the  fellow  who's 
already  distinguished  himself  as  a  comedian, 
singer,  golfer,  political  analyst,  camp-follower  and 
Crosby-detractor. 

For  next  season  Robert  will  be  host  of  NBC-TV's 
brand-new  drama  series,  "Bob  Hope  Presents  the 


Chrysler  Theatre." 

Not  that  he  has  any  intention  of  deserting  the 
variety  programs  with  which  he's  so  warmly  iden- 
tified. Fact  is  he'll  be  doing  five  of  these  next  sea- 
son, along  with  two  comedy-dramas  in  which  he'll 
star  and  a  90-minute  Christmas  special.  These 
eight  programs  are  grouped  under  the  title, 
"Chrysler  Presents  a  Bob  Hope  Special." 

Even  at  this  stage  in  its  preparation,  the 
"Chrysler  Theatre"  shapes  up  as  one  of  next  sea- 


SPONSOR 


pi\    I!'1 


son's  outstanding  drama  series. 

e  of  its  presentations  will  star  Jason  Robards, 
Jr..  in  "One  Day  in  the  Life  of  Ivan  Denisovich," 
an  adaptation  of  Alexander  Solzhenitsyn's  best- 
Belling  novel.  For  Robards,  the  performance  will 
mark  a  first  appearance  on  film  for  television. 

Another  of  its  plays  will  be  Rod  Serlinir's  "A 
Killing  at  Sundial."  the  author's  first  television 
script  in  three  years  this  side  of  "The  Twilight 
Zone."  Melvyn  Douglas,  Angle  Dickinson  and 

ONSOR    22    |.  is     I «Hi.1 


Stuart  Whitman  will  head  the  c. 

Obviously,  Host  Hope  will  be  in 
company.  YY  .11  bo 

in  pretty  good  company,  too,  for  they'll  I 
a  schedule  that  ranees  from  • 
like  "The  Virginian"  VJong  with  Mitch" 

to  showroom-fresh  en  tri<  sliketl  ■  "Mr. 
Novak"  dramas  and  li 
"GrindL"  It  I 
foresee  a  ham 
i 


I 


GREATER  CAPACIH 
TO  RENDER  SERVIC 


WGAL-TV 


MULTI-CITY     TV     MARKET 


t#ie    BIG-sGlling  job 

This  CHANNEL  8statioi 


is  more  powerful  than  any  other  station  i 
its  market,  has  more  viewers  in  its  are 
than  all  other  stations  combined.  Hui 
dreds  of  advertisers  rely  on  its  alert  abili1 
to  create  business.  So  can  you.  Buy  tr 
big-selling  medium.  Advertise  on  WGAL-P 

WGAL-T1 

Channel  € 


STEINMAN  STATION    •    Clair  McCollough,  Pre 


Representative:  The  MEEKER  Company,  Inc.-  New  York  •  Chicago  •  Los  Angeles  •  San  Francisco 
1()  SPONSOR   22    ]\\\    IV' 


J 


'SPONSOR-WEEK 


Top  of  the  news 

in  tv/radio  advertising 

22  JULY  1963 


Drop-in  hassle:   Association  oi  Maximum  [el- 

ecasters   mill  I idcasters)   would  bai    l<  I 

commissioner  Kenneth  '  <>\  from  furthei  par- 
ticipation in  considering  \lil  drop-ins,  m  par- 
ticular, the  seven-cit)  group  which  \l!<  hoped 
would  provide  third  \lit  outlets,  until  I ■'  I 
cancelled  plan  in  May.  WIT  legal  pretext  is 
thai  Cox  provisionall)  served  .1-  chief  oi  H  I 
broadcast  bureau,  thus  had  "prim  connec- 
tions*' with  drop-in  decision.  WIT  -.i\-  this  i- 
doI  ordinary  allocations  rule-making,  but  is 
adjudicator)  decision  between  two  strongly- 
opposed  adversaries.  I  nmentioned,  but  obvi- 
ous  fear,  i>  Four-to-three  vote  to  cancel  «1 1 « >p- 
ins  would  be  overturned.  Willi  Minovi  gone, 
ik'w  commissioner  Lee  Loevinger  would  hold 
ki\  vote,  plus  original  dissenters  Cox,  Hyde, 
.iikI  Ford.  Loevinger,  former  Justice  Depart- 
ment anti-trust  head,  i-  known  to  favor  better 
competitive  situation  among  networks,  in  in- 
terest ot  more  program  diversity. 

EIA  takes  stand:  Electronic  Industries  Associ- 
ation consumer  products  division  also  urged 
I  I  I  not  to  take  an)  stand  which  would  rev<  rse 
decision.  Executive  vice  president  James  D. 
Secresl  said  that  to  drop  in  additional  \ht  l\ 
assignments  would  be  contrar)  to  intent  of 
Congress  in  enacting  all-channel  law  and 
would  greatl)  dela)  effectiveness  of  new  law  in 
expanding  t\  broadcasting  b)  discouraging 
further  investments  in  uhf  station  construction, 
[nterest  oi  t\  set  manufacturers  is  confined 
to  the  etleet  vhf  drop-ins  would  have  on  t\  set 
market. 

Come  to  the  fair:  WCU.  Philadelphia 
proved  neatl)  this  month  thai  radio  has  plent) 
ot  pulling  power.  On  11  July,  WCAl  staged  a 
"Countr)  Fair  Day"  at  Devon,  Pa.,  about  30 
miles  from  the  center  of  Philadelphia.  Arthur 
Godfre)  headlined  a  -pecial  show,  with  admis- 
sion receipt-  (50^  for  adults,  2.V  for  chil- 
dren 1  going  to  Bryn  Mawr  Hospital.  Number 
of  paid  admissions  at  the  event  23,457. 


TV  revives  Lysol:  Sharp  in<  rease  in  sales  has 
been  achieved  foi  I  ysol  .1-  •<  result  oi  new 
marketing  and  advertising  strateg)  to  put  •• 
mature  product  into  profitable  orbit.  I  elm  & 
r  1  nk  general  managei  Rogei  M.  knk  told 
New  N  01  k  marketing  executive-  how  the  n 
pan\  took  .1  good,  hard  look  .it  I  ysol,  which 
was  barel)  holding  it-  own  aftei  70  years, 
.mil  decided  to  reach  young  housewives  and 

exploit     new     u-c-     foi     the     piodiul.      Ihioiiph 

Geyer,  Morey,  Ballard,  client  bought  t\.  di- 
rected messages  t"  housewife.  First  year's 
campaign  cost  less,  though  sales  went  up. 
Sales  have  continued  doing  so  foi  three  years. 
\-  result  oi  success,  I  ysol  Spra)  has  been 
introduced. 

Selling  advertising:  Young  people  leaving 
college  regard  advertising  .1-  ".1  slight,  super- 
ficial, -01ncwh.it  -ilk  business  inhabited  b) 
-light,  superficial,  somewhat  sill)  people,  and 
it  i-  hard  to  find   1  facult)  member  who  does 

not    agree    with    this    point    oi    view.     \111I    it    i- 

liaitl  to  f  1  mi  I  .\l^  agenc)  man  who  isn't  secretl) 
amused  \<\  it  and  who  is  doing  ver)  much  to 
change  it."  Thus  reported  Whit  Hobbs,  senior 
vice  president  at  Benton  &  Howie-  Frida)  to  .1 
creative  workshop  in  Chicago.  Hobbs  added: 
"We  are  such  experts  .it  selling  everything 
except  ourselves."  He  urged  advertising  to 
adopt  the  Golden  Rule  .  .  .  "to  do  advertising 
unto  others  .1-  you  would  have  them  do  adver- 
tising unto  \  011. 

All-channel  boost:  W  ith  the  administration's 
blessing,    a     consumer-industr)     information 

clinic  on  ulit  and  all-channel  reception  will  he 
held  at  the  National   Mu-ic  Show   .it  Chicag 

Calmer    House    tin-    week    <  2'2    Jul\i.     Mil-    i- 

third  clinic  to  be  set  up,  with  I'  I  commis- 
sioner Robert  E.  Lee  keynoting.  Program 
Bponsoi  1-  Electronic  Industries  Association's 
special  committee  to  foster  All-Channel  Broad- 
casting (t  \Ui.  which  has  White  House  sanc- 
tion tO  promote  uhf. 

SPONSORWEEK  continues  on  page  12 


SPONSOR 


jim    1963 


11 


=  Top  of  the  news 

^SPONSOR-WEEK   in  tv/radio  advetisng 


1  (continued) 


KWK  fights  on:  Embattled  KWK,  St.  Louis, 
teetering  on  the  verge  of  extinction  since  the 
FCC  decided  in  May  to  revoke  its  license, 
accused  the  Broadcast  Bureau  of  a  campaign 
of  personal  persecution  against  KWK  presi- 
dent, Andrew  M.  Spheeris.  KWK,  which  has 
been  given  a  brief  stay  while  its  petition  for 
fine  in  lieu  of  revocation  is  being  considered, 
said  the  plain  facts  of  the  case  do  not  warrant 
recent  angry  diatribe  by  the  Bureau,  nor  ex- 
treme penalty  by  the  FCC.  The  station's  for- 
mer manager  held  off  hiding  prizes  in  a 
Treasure  Hunt  until  the  last  day  of  the  pro- 
motion, and  KWK  says  present  owner  Spheeris 
knew  nothing  of  it. 


New  station  rep:  KORL,  Honolulu  is  first 
new  station  to  sign  with  Savalli/Gates,  rep 
firm  formed  by  merger  of  Pearson  National 
Representatives  and  Gates/Hall.  (SPONSOR, 
15  July).  Savalli/Gates  will  headquarter  in 
New  York,  with  branch  offices  in  Chicago, 
Atlanta,  Dallas,  Los  Angeles,  and  San  Fran- 
cisco. 


Crosley  Western  rep:  Edward  Petry  has  been 
named  exclusive  rep  in  ten  Western  states  for 
Crosley  stations:  WLW  radio  and  four  WLW 
tv  stations  in  Cincinnati,  Columbus,  and  Day- 
ton. Move  is  effective  1  August. 


Color  report:  During  first  six  months,  WGN- 
TV,  Chicago  reports  48  different  sponsors 
and/oi  products  used  color  commercials  on 
the  station.  According  to  schedule,  three  — 
Zenith,  Wrigley,  and  Miles  Labs  used  all 
months,  while  RCA  Whirlpool,  General  Mills. 
Corn  Products,  Roche  Laboratories.  McDon- 
ald, and  Ward  Baking  used  color  commercials 
in  five  months.  Newcomers  in  June  were  All- 
slate.  Sealtest,  Coty.  I  niversal  International, 
Simoniz,  Kellogg,  and  United  Airlines. 


Hillbillies  ride  high:  Beverly  Hillbillies  con- 
tinues to  ride  high  in  the  new  Nielsen  report 
(two  weeks  ending  23  June)  with  a  28  rating. 
Other  shows  making  up  the  current  top  ten 
were : 

Candid  Camera  24.6 

Gunsmoke  24.6 

Andy  Griffith  Show  23.9 

Dick  Van  Dyke  23.6 

Red  Skelton  Hour  22.6 

What's  My  Line  22.2 

Bonanza  22.0 

Ed  Sullivan  Show  21.6 

Jack  Benny  21.4 

Alcoholic  guidelines:  NAB  Code  Authority 
has  issued  a  new  set  of  guidelines  to  stations 
and  the  ad  industry  covering  alcoholic  bever- 
ages. They  supersede  the  previous  set  issued 
last  August.  In  general,  there  are  few  changes 
— beer  &  wine  are  acceptable  "when  presented 
in  the  best  of  good  taste,"  hard  liquor  is  still 
taboo,  mixers  can't  be  shown  being  mixed  with 
distilled  spirits.  Recognizing  the  distilling  in- 
dustry's trend  toward  diversification.  NAB  ap- 
proved the  use  of  corporate  names  of  distillers 
"if  it  is  a  part  of  the  brand  name"'  of  a  non- 
alcoholic product.  In  any  event,  NAB  seemed 
anxious  to  "stay  loose"  and  avoid  locking  up 
its  rules  too  tightly;  if  there  were  questions. 
NAB  said,  "each  ease  must  be  decided  on  its 
facts." 


Census  briefs:  U.S.  Census  Bureau  reports 
these  facts  of  note:  2.4  million  telephone  seta 
were  manufactured  during  1963's  firsl  quarter 
.  .  .  The  value  of  total  new  construction  put 
in  place  in  June  1963  amounted  to  $5.9  bil- 
lion, two  per  cent  more  than  June  1962  .  .  . 
Total  population  in  the  United  Stale-  (exclud- 
ing Armed  Forces  abroad)  was  188.1  million 
on   1    Mav.  an  increase  of  nine  per  cent  since 

SPONSOR-WEEK  continues  on  page  14 


12 


SPONSOR    22    |i  i  <.     l''i' 


STARTING  SEPTEMBER  OVER  200  FIRST-RUN  FEATURES 


•  '"Award  Movie"       •  ''Premiere  Theater"         •  "Big  Movie" 

The  fall-winter  picture  is  brighter  than  ever  on  WXYZ-TV.  First-run  film 
entertainment,  backed-up  by  full-range  programing  ...  all  on  Detroit's 
Big  Station.  Let  WXYZ-TV  put  you  in  the  fall-winter  picture  in  Detroit. 


WXYZ-TV     S    DETROIT 


AN  ABC   OWNED  TELEVISION   STATION 


SPONSOR   '_"_>    ,,  n     |963 


'SPONSOR-WEEK 


Top  of  the  news 

in  tv/radio  advertising 

(continued) 


TAB   amazing:   Coca-Cola's   new    soft   <  1  rink. 

TAB  "'lias  achieved  amazing  distribution  in 
only  two  months."  the  company  reports.  Fanta 
Beverage  Division  president  Thomas  C.  Law. 
Jr.  says  most  sales  are  coming  from  people 
who  have  bought  no  soft  drinks  of  any  kind 
before,  or  had  bought  other  low  calorie  drinks 
on  the  market.  By  1  January,  TAB  will  he 
available  to  71 ( ,  of  the  U.S.  population,  Law 
said. 

Income  up:  Capital  Cities  Broadcasting  re- 
ports net  profit  for  first  half  of  1963  up  52'  ,  . 
$961,155  vs.  $633,027  in  the  like  period  a 
year  ago.  Net  income  also  rose,  from  $7,314,- 
395  to  $8,281,528  in  the  first  half  of  fiscal 
1963. 


Nationwide  agency:  Nationwide  Insurance 
has  named  Ogilvy,  Benson  and  Mather,  elec- 
tive 1  September.  The  $4.5  million  account  has 
been  handled  by  Ben  Sackheim  for  past  I  I 
years.  In  1962,  Nationwide  tv  gross  time  bill- 
ings were  $2.5  million  (Source:  TvB),  largely 
network. 


New  tv  center:  Metro-Goldwyn-Mayer  in  as- 
sociation with  20th  Century-Fox  and  Columbia 
is  exploring  possibility  of  constructing  com- 
pletely new  motion  picture  and  tv  production 
center  in  Hollywood.  MGM  president  Robert 
O'Brien  says  project  "would  not  in  an\  wa\ 
affect  or  alter  individual  identity  or  autonom) 
of  the  individual  companies." 

Unions  backward:  NAACP  called  tv  and 
movie  unions  among  the  most  backward  and 
reactionary  in  the  nation  in  hiring  of  Negroes. 
National  labor  -ecrelarv  Herbert  Hill  said: 
"These  arc  not  trade  unions.  I  hesje  arc  medie- 
val guilds."  NAACP  called  foi  integrated 
crews,  training  oi  Negroes,  and  improved  roles 
for  Negroes  in  TV  and  movie-. 


Falstaff  overhauls:  Looking  to  new  agen<  v 
appointment  to  handle  California  advertising. 
Falstaff  Brewing  i>  making  sweeping  change- 
in  western  market.  Two  California  divisions 
will  be  consolidated.  Mountain  division  based 
at  El  Paso  will  be  joined  with  newly  created 
Pacific  division  in  San  Jose.  Overhaul  also 
includes  shuffling  of  company's  three  regional 
>ales  managers  as  well  as  advertising  depart- 
ment shifts.  Account  is  now  handled  in  it> 
entiretv  by  Dancei -Fitzgerald-Sample. 

Income  down:  Gillette's  net  for  the  first  half 
of  f963  was  $20.3  million,  against  $21.5 
million  in  the  period  a  year  ago,  despite  a  sub- 
stantial increase  in  sales  ($147.4  million  vs. 
$136.6  million).  Boone  Gross,  Gillette  presi- 
dent, attributed  the  earnings  decline  to  higher 
manufacturing  costs,  costs  incurred  in  intro- 
duction of  new  products,  as  well  as  increased 
competitive  activ  ilv  in  the  blade  business. 

Newsmakers:  Art  Wittum  has  resigned  as  di- 
rector of  information  services  for  KNX,  CBS 
owned  radio  station  in  Los  Angeles  .  .  .  John 
R.  Moonev  named  media  director  of  Pitt>- 
burgh  office.  Fuller  &  Smith  &  Ross.  He  was 
former!)  media  director,  McCann-Erick>on. 
Chicago  ...  In  Cleveland.  James  E.  Osgood  is 
named  director  ot  research  for  FSR.  and 
Thomas  F.  Stull  joins  agencv  as  research  a-~<>- 
ciate.  Osgood  comes  from  National  Association 
of  Manufacturers.  .  .  .  Kelvinator  has  named 
\\.  C.  Cameron  as  director  of  advertising  and 
sales  promotion,  and  W.  W.  Patterson  as  man- 
ager of  retail  marketing.  Cameron  succeeds  \\ . 
F.  Savior,  who  has  moved  to  company's 
agencv.  Gever.  \lorev  and  Ballard.  Patterson 
succeeds  Cameron  .  .  .  Frank  T.  Nolan  named 
to  new  post,  group  research  supervisor,  Kud- 
ner .  .  .  II. n  rv  B.  Stoddart  promoted  to  creative 
service  group  head  at  Kenyon  &  Eckhardt.  He 
has  been  manager  ol  tv  and  radio  commercial 
production. 

SPONSOR-WEEK  continues  on  page  43 


1  I 


SPONSOR   22    1 1  i  v    1962 


£■  -  DANVILLE 


HIGH  QUALITY  COMES  AT  A  HIGH   TEMPERATURE   ...   at 

the  new  Corning  Glass  Works  in  Danville,  Virginia.  WFMY-TV  per- 
sonalities Jim  Tucker  and  George  Perry  warily  watch  the  finishing 
touches  applied  to  one  of  the  many  kinds  of  specialty  glass,  includ- 
ing windows  for  the  two-man  Gemini  space  capsule,  being  produced 
at  the  newest  industry  in  Southern  Virginia's  largest  industrial  city. 
The  new  Corning  plant  joins  an  already  impressive  family  of  indus- 
tries in  Danville,  long  recognized  as  the  home  of  Dan  River  Mills, 
world's  largest  single-unit  textile  plant,  employing  over  10,000  peo- 
ple, and  famous  as  a  bright  leaf  tobacco  market,  bringing  farmers 
over  40  million  dollars  annually.  For  14  years,  Danville  has  been 
served  with  CBS  and  local  interest  television  programs  by  WFMY-TV, 
Greensboro,  noted  for  high  quality  at  any  temperature  in  51  counties 
in  Piedmont  North  Carolina  and  Virginia. 


■  i:rvi;n 


f 


i® 


tv 


ERVING       THE        LARGEST       METROPOLITAN        TV 


'0NS0R   _■_•    ,,  M     ! 


-IN"  '*  O   L  I  N 


facts  prove 

Conclusively! 

4fNUZ 

IS  HOUSTON'S  I 

Ho.1  ADULT, 

AUDIENCE 

BUY! 


Here  are  the  latest  facts  and  figures  on 
cost  per  thousand  — 

TOTAL  ADULT 

MEN 
IN  AFTERNOON 
TRAFFIC  TIME 

delivered  by  Houston  radio  stations.  K-NUZ 
again  is  conclusively  Houston's  NO.  1  BUY! 

MON.-FRI.  —  4-7  P.M. 
STATION         COST  PER  THOUSAND 

K-NUZ    $    6.90 

Ind.    "A"     $    8.24 

Net.   "A"    $    7.25 

Ind.  "B" $13.08 

Ind.  "C" $10.00 

SOURCE: 

First  Houston  LQR-100  Metro  Area 
Pulse,  Oct.,  1962.  Based  on  schedule 
of  12  one-minute  announcements  per 
week  for  13  weeks,  from  rates  pub- 
lished   in    S.R.D.S.,    Feb.,    1963. 

SEE  KATZ  FOR  COMPLETE  ANALYSIS 
OF    ALL    TIME    PERIODS! 


Y~7  THE 

V     KATZ  AGENCY 

L\  INC. 

NATIONAL  REPRESENTATIVE 

IN  HOUSTON  call 


DAVE  MORRIS 


JA  3-2581 


JfNUZ 


"DATA  DIGEST 


Basic  facts  and  figures 
on  television  and  radio 


IMPORTS  AND  SHEEPSKINS  GO  TOGETHER 

There's  at  least  one  area  where  men  still  play  a  dominant  part: 
new  car  buying.  In  its  "1963  Census  of  New  Car  Buyers,"  Newsweek 
reports  84.9' ,  of  all  new  car  purchasers  are  men.  Women  buyers  are 
but  14.8' !  with  no  reply  from  0.3',  of  the  respondents.  Behind  the 
total  figure  are  other  interesting  observations,  of  potential  interest 
to  advertisers  who  seek  a  radio  or  tv  program  with  a  certain  type  of 
audience. 

For  example,  when  it  comes  to  compact  cars,  the  man  is  less  likely 
to  buy.  And  whereas  men  were  77.0'^  of  compact  buyers,  women 
were  22.8'  , ,  the  latter  well  above  the  average.  But  when  it  came  to 
Corvettes,  men  bought  92.1 1 ' ,  .  women  but  7.3'  \  .  Curiously,  the  one- 
car  category  which  came  closest  to  the  average  consisted  of  the  Buick 
Riviera,  Ford  Thunderbird,  Oldsmobile  Starfire,  Pontiac  Grand 
Prix,  and  Studebaker  Avanti.  Buyers  here  were  84.7' ,  men,  14.9'  , 
women. 

Just  as  there  are  differences  in  sex,  so  too  the  age  of  the  new  car 
buyer  played  a  role  in  the  purchase.  Compacts  for  the  most  part  seem 
to  appeal  to  all  ages  (47' ,  under  40).  On  the  other  hand.  Corvettes 
were  bought  by  someone  under  40  62.9' <  of  the  time,  imports  were 
bought  by  the  younger  person  60.8'  <  of  the  time.  Cadillac.  Chrysler 
Imperial,  and  Lincoln  Continental  appealed  most  to  older  groups: 
85.4*  {  were  sold  to  people  over  40.  The  Buick  Electra,  Chr\  sler  New 
Yorker,  and  Oldsmobile  88  didn't  do  much  better  with  younger 
people:  78.8'  <   of  the  buyers  were  over  40. 

Newsweek  also  took  a  look  at  buyers  by  education  and  came  up 
with  some  trends.  Briefly,  imports.  Corvettes,  and  sports  cars  were 
the  favorites  among  the  college  graduate.  Whereas  the  average  of  all 
cars  bought  by  the  person  with  degrees  was  44.8',  .  the  Riviera. 
Thunderbird,  Starfire.  Grand  Prix,  and  Avanti  were  likely  to  have  a 
man  with  a  sheepskin  behind  the  wheel  51.6^  of  the  time:  Corvettes 
56.3%,  and  imports  67.3' ,  . 

When  it  came  to  the  high  school  graduate.  Newsweek  found  he 
would  be  most  likely  to  buy  a  compact,  or  one  of  the  Ford.  Chevrolet 
Plymouth,  Dodge,  Rambler.  Oldsmobile.  Mercury  or  Pontiac  regu 
models. 

Income  also  was  a  strong  factor,  as  might  be  expected,  in  the  bu; 
ing  of  new  cars.  Compacts  were  favored  in  the  lower  income  group 
I  under  $5,000),  and  \ei\  few  Cadillacs  and  Corvettes  were  sold  t<| 
the  lower  income  groups.  When  it  came  to  imports  however,  inconi 
brackets  showed  little  difference  from  the  averages,  reflecting  pei 
haps  the  widely  differing  prices  of  these  cars.  In  three  car  categoric- 
three  out  of  four  buyers  were  in  the  $10,000  income  bracket  0 
better.  These  cars  were  the  Buick  Electra,  Chrysler  New  Yorke 
Oldsmobile  98.  Cadillac.  Chn  sler  Imperial.  Lincoln  Continents 
and  the  Corvette. 


16 


SPONSOR    22    ]in    1! 


A  HATFUL  OF  RAIN 


l/A  MARIE  SAINT,  DON  MURRAY 
^THONY  FRANCIOSA,  LLOYD  NOLAN 

LlT^FILMS  OF  THE  50's'^NOW  FOR  TV 

FrTY  OF  THE  FINEST  FEATURE 
fDTION  PICTURES  FROM  SEVEN  ARTS 

Mm  Arts  "Films  of  the  50's"-Money  makers  of  the  GO's 

I/Ok 


\zJ 


fCVU 


For  list  of  TV  stations  programming  Seven  Arts  'Films  of  the  50's"  see  Third  Cover  SRDS  (Spot  TV  Rates  and  Data)       TOMONTQ.  OWT/MUO  11 


Who's  generous  to  a  fault? 

(not  us) 


True,  someone  might  think  we 
were  do-gooders  the  way  we  get 
so  involved  in  public  service.  But 
we're  not  really.  It's  just  that 
we're  dynamically  interested  in 
the  community . . .  and  so  is  our 
audience. 

That's  why  we  take  extra  pains. 
Like  our  full-time  Public  Service 
Director.  He  doesn't  just  attend 
civic  luncheons.  Or  wait  to  receive 
announcements  written  in  long- 
hand by  nice  little  ladies.  He  cre- 
ates. He  plans.  His  goal :  building 
community  interest  (resulting  in 
an  alert  audience  for  your  mes- 
sage). He  does  his  job  well.  For 
instance,  Heart  Saturday  -  prac- 
tically a  full-day's  programming 
devoted  to  an  on-the-air  panel  of 
distinguished  doctors  answering 
listeners'  questions  about  heart 
surgery,  health,  disease.  So  suc- 
cessful that  even  with  additional 
lines,  our  switchboard  was 
jammed  for  six  solid  hours.  And 
then  there  was  Hurricane  Carla 
Relief  resulting  in  a  full  plane- 
load of  food  and  clothing  for  dis- 
aster victims.  Or  Sabin  Oral 


Sunday.  Or  Income  Tax  Day.  Or 
a  hundred  other  special  events. 
Adding  up  to  nearly  $250,000  free 
air  time  a  year  for  more  than  500 
different  organizations.  Sounds 
like  a  lot.  And  it  is. 
But  that's  really  only  half  the 
story  .  .  .  when  you  consider  the 
public  service  concept  behind 
Southwest  Central's  authorita- 
tive, accurate  news  ...  or  the 
leadership  in  community  activi- 
ties by  our  personnel. 
The  result?  Rapport  with  our 
audience.  Take  advantage  of  it. 
Call  your  Petryman. 


WFAA 

820 


WFAA-AM-FM-TV 

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


18 


SPONSOR  22    ii  iv  1962 


'SPONSOR-SCOPE 


22  JULY   1963 


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


Agencies  regularly  scouting  availabilities  in  high-rated  local  tv  movie  shows  have  been 
breathing  a  bit  easier  in  the  wake  of  the  latest  Seven  Arts  coup. 

S  wn  \ii-  baa  bagged  one  oi  the  1  - 1 — i  available  backlog!  "t  post-1948  picture! 
foi  t\  distribution:  215  I  oiversa]  features  in  the  movie  firm's  vaults.  (See  stor)  in 
"Stations  v\  Syndication*'  section,  this  issue.) 

I  niversal,  as  reported  in  Sponsor*Scope  for  If!  March,  had  asked  —  1 1 f F  terms 
it.i  it-  movies,  over  hali  of  which  are  in  color.  Milton  Rackmil,  I  niversal  president, 
was  determined  the  package  would  not  go  foi  less  than  (21.5  million  .tn<l  h<  it 
said  to  have  stood  firm. 

\ln\i<l\  in  t\  distribution  from  Seven  An-  ,n<-  ITS  Warner  Mr-other*  features, 
212  from  20th  Century-Fox,  and  ahout  50  from  other  sources.  With  the  addition  of 
the  I  niwrsal  group,  the  grand  total  of  post-191-8  product  at  Seven  Arts  —  which 
netted  $l  .7  million  in  its  latest  fiscal  year  —  is  over  650. 


Listening  to  battery-operated  portable  and  auto  radios  accounted  for  nearly  half  of  all  radio 
listening  during  the  1962-63  season. 

Nielsen  figures  show  the  average  home  listened  to  radio  a  total  of  18  hours 

and  53  minute-  a  week  during  the  winter  season.  Of  this  total.   1 '>'','    or  three  houi- 
and  31   minutes  was  on  wheels,  while  27'  ,    or  five  hours  and  five  minutes 
the  portable,  line-cord  sets  accounted  for  54' ,   or  10  hours  and  17  minute-. 

Nielsen    estimate-   51.7    million    homes   own    at    lea-t    one    line-mid    set, 
million    homes   had   car-   with    radios,  as  of  September   1962.  The  sample    showed 

that  as  of  Jan.    l()r>3.  36* ,    of  line-cord  households  also  had  battery  portables. 


Have  network  tv  program  participations  reached  their  limit?  Is  there  a  return  to  full  sponsorship 
of  nighttime  network  shows?  Some  new  facts: 

Prime  time  schedules  for  the  three  network-  next  season  -how  a  slight  del  reasi 
in  the  Dumber  oJ  shows  sold  on  a  participating  basis.  And  though  the  total  numbei 
of  shows  is  down  slightly,  reflecting  longer  programs  in  prime  time,  the  Dumber  of 
programs  sold  to  one  or  two  sponsors  is  up.  The  picture  look-  like  this  for  fall: 

Alternate  Total 

Single  Week  Participations  Programs 


ABC  TV                               1                             12                             15 

> 

CBS  TV                            5                          25                           7 

37 

NBC  TV                            9                           3                          15 

27 

Last  season,  the  schedule  looked  like  this  at  the  start: 

Alternate 
Single                           Week                      Participations 

Total 
Programs 

ABC  TV                               (.                              7                             1" 

32 

CBS  TV                             6                           19                           11 

36 

NBC  TV                             o                             9                           13 

:s 

I    --      )LLV     1%3  19 


"SPONSOR-SCOPE 


| 

(CONTINUED) 


There  is  some  personnel  belt-tightening  going  on  at  tv-active  Fuller  &  Smith  &  Ross  Agency, 
although  it's  not  due  to  account  loss. 

Several  agency  staffers  were  pink-slipped  in  the  past  week  (a  copy  group 
supervisor,  a  media  buyer,  a  pair  of  account  executives,  among  others). 

What  happened?  On  Madison  Avenue  last  week,  the  word  was  that  some  of 
the  F&S&R  accounts  were  cutting  budgets. 


Warner  Brothers  has  finally  cracked  NBC  TV  with  a  network  program  sale,  continuing  the 
Warner  trend  away  from  exclusivity  with  ABC  TV. 

The  deal  was  wrapped  up  last  week  when  NBC  TV  program  boss  Mort  Werner 
and  other  NBC  brass  decided  to  yank  The  Robert  Taylor  Show,  a  60-minute,  early- 
evening  series,  from  the  network's  fall  lineup.  The  Taylor  show  had  been  fairly 
"firm,"  and  had  been  sold  to  more  than  a  half-dozen  sponsors. 

The  Warner  replacement  is  Temple  Houston,  a  show  off  the  Warner  shelf 
described  by  one  adman  who  had  seen  the  pilot  as  "a  sort  of  Defenders  on  horse- 
back." It  will  star  Jeffrey  Hunter  as  a  frontier  lawyer.  Jack  Webb,  now  WB's  tv 
production  boss,  will  "personally  supervise"  the  hour-long  series.  There's  talk  that 
the  show  may  be  filmed  in  color  —  another  new  trend  at  Warner's. 


In  an  age  where  Europe  is  only  a  half-dozen  hours  by  jet  from  New  York,  a  growing  number 
of  advertisers  want  European-location  commercials  for  U.  S.  tv  shows. 

So  says  Filmex,  Inc.  president  Robert  Bergmann,  who  has  named  Everett  Hart 
—  former  senior  commercial  producer  at  BBDO  —  as  head  of  European  production 
for  Filmex. 

Hart  is  currently  on  a  survey  trip  of  European  production  centers  during  which 
he  will  relay  production  information  and  still  photos  of  possible  locations  back  to 
Filmex'  New  York  headquarters. 


20 


Johnny  Carson's  takeover  of  the  "Tonight"  show  from  Jack  Paar  has  caused  no  advertiser 
problem. 

Nearly  a  year  after  his  debut  on  the  late-night  show,  NBC  TV  announced  a 
$350  net  increase  in  program  participations,  bringing  the  figure  to  $2,300  net, 
effective  1  October. 

NBC  TV  has  also  added  an  inducement  to  advertisers  to  carry  the  entire 
group  of  supplementary  stations.  Effective  this  fall,  clients  buying  the  supplementary 
stations  will  earn  a  25%  reduction  of  the  supplement  cost. 

NBC  TV  says  result  is  a  reduction  in  cost  for  advertisers  taking  advantage  of 
full  lineup  discount,  a  modest  increase  for  advertisers  concentrating  on  minimum 
required  lineup  of  70  stations. 

SPONSOR  22  JULY  19 


'SPONSOR-SCOPE  |  C0NTNUEO 

Timebuyers  and  agency  media  men  should  keep  an  eye  on  this  trio  of  new  trends  in  the 
spot  radio  field: 

SPECI  //  PROGR  IMSl  Rl  EYS:  Denver's  KBTR,  an  IBC  Radio  affiliate,  is 
conducting  a  large-scale  survey  i  .">()(), OOO  queationnairea)  in  its  listening  area  for 
a  90-da)  period,  after  which  the  Btation  in  keeping  with  FCCa  prodding  will 
l>c  re-programed  i<>  >uit  listener  desires.  \  Bomewhal  similai  survey  was  conducted 
last  season  by  .1  Houston,  Texas  radio  outlet 

SPECI  \l  l/l:D  ST  IIK>\  REPS:  With  specialiaed-audience  broadcasting  an 
established  part  of  spot  radio,  it*-  onlj  natural  that  1  <-j»s  will  specialize  .1-  well.  One 
such  firm  i>  run  l>\  former  QXB  Network  sales  chief  Roger  Coleman,  who  Functions 
.1-  program  consultant  to  fm  stations  as  well  as  Btation  rep.  Coleman's  latest  station: 
KRSI-FM,  Minneapolis-St.  Paul,  a  stereo-voiced  outlet  owned  by  Red  Owl  Stort 

SPECIALIZED  LOCAL  COMMERCIALS:  Commercial  producera,  like  Ne* 
fork's  Don  Purcell,  are  making  a  lot  of  headway  in  creating  to-order  packages  of 
commercials,  station  signatures  and  break  packages  for  stations  to  use  .it  th<-  local 
level.  Purcell's  latest:  .1  commercial  package  for  \\\\<>\i.  New  Orleans,  to  I"-  used 
in  an  ail  campaign  f « >  1  Holmes  Department  Store. 


NBC-TV  has  been  enjoying  a  hot  daytime  sales  streak  this  summer,  and  is  very  nicely  in  the 
black.  Here  are  some  details: 

Pining  June,  NBC  racked  up  810  million  in  daytime  t\  sales,  with  S2..~>  million 
in  three  relatively  Dew  shows:  Missing  Link,  Mm  Griffin  and  People  //  ///  Talk, 
.ill  Monday-through-Frida)  -eric-.  Advertisers  include  Warner-Lambert,  Campbell's 
Soup.  Pharmaco,  Revere  Copper,  Grove  Laboratories,  and   \l 

During  the  week  of  1  July,  the  network's  sales  staff  fairly  sizzled,  passing  the 
June  weekly  levels  with  a  seven-da)  gross  of  $6.  1  million. 


Now  rolling  off  the  presses  is  a  new  book  including  the  winners  of  TvB's  research  competition. 

Book  is  slated  for  release  at  month'.-  end  by  Vppleton.  Research  competition 
winners  wen'  announced  in  October  1()<>1  following  a  competition  aimed  at  bringing 
in  new  ideas  from  academic  scholars,  as  well  as  those  engaged  in  media  research. 

Interest  in  winning  plan-,  full  detail-  of  which  are  reported  in  the  book,  came 

from  former  FGC  chairman  Minow  and  others  in  government  and  business 


After  three  years  at  WWDC,  Washington.  American  Airlines'  "Music  Til  Dawn"  series  —  one  of 
spot  radio's  top  shows—  has  changed  back  to  WTOP. 

The  -witch,  effective  this  month,   i-  actually  a   homecoming.  The  good-mill 

nightly  -how  which  A  \  has  sponsored  for  a  decade  in  several  major  markets 

SPO\>()|{    for    17  June,   page   '.V2        originally   used    WTOP   when    it    began,   until 

l()'ii).  An  official  of  the  airline  told  11-:  "Reason  for  going  hack:  the  quality 
\\  rOP  programing  i-  ideally  suited  to  MID." 

Inteic-ting  sidelight:  nearly  ever)  radio  station  on  AA's  list  t<>r  the  -how  1- 
either  a  CBS  o&o  or  a  I  IBS  Radio  affiliate. 

»0NS0R/22  July  1963 


-SPONSOR-SCOPE 


(CONTINUED) 


Networks  are  going  to  try  to  have  the  forthcoming  ban  on  option  time  lifted  (see  story,  this 
issue,  page  25,  but  reps  will  oppose  them. 

The  Station  Representatives  Association,  in  fact,  has  urged  FCC  to  stick  to  its 
guns  on  repeal  of  option  time  and  crackdown  on  CBS  Station  Compensating  plan. 

ABC  TV's  protest  of  the  end  of  option  time  as  aggravating  competitive  im- 
balance is,  in  SRA's  opinion,  only  a  peg  on  which  to  hang  another  plea  for  reversal 
of  FCC's  decision  against  vhf  drop-ins. 

Reps  also  feel  that  ABC  was  given  plenty  of  time  to  make  contract  arrangements 
in  the  three  months  or  so  between  the  final  order  against  option  time  and  the  10 
September  effective  date. 


NBC's  o&o  stations  are  walking  an  interesting  tightrope  on  the  question  of  supplying  rating 
data  to  agency  buyers. 

Yes,  the  NBC  outlets  will  supply  rating  figures. 

No,  they  won't  be  supplied  as  mathematical  gospel. 

A  disclaimer  is  being  rubber-stamped  on  all  NBC  o&o  rating  material  which 
reads:  "Audience  and  related  data  are  provided  by  the  rating  service  indicated  and 
are  subject  to  the  qualifications  of  that  rating  service.  Copies  are  available  on  request." 


Tobacco  advertisers  face  an  implacable  foe  in  the  person  of  Sen.  Maurine  Neuberger  of 
Oregon,  who  makes  LeRoy  Collins  look  like  a  chain  smoker. 

The  lady  Senator's  blast  against  the  Tobacco  Institute  for  its  "pallid  announce- 
ment" which  offered  "no  change  whatsoever"  in  cigarette  advertising  was  met  with 
dignified  silence  from  tobacco  interests. 

On  another  Congressional  front,  a  bill  was  introduced  last  week  which  would 
require  cigarette  packages  to  carry  warnings  of  danger  to  health.  The  bill  was 
launched  by  Rep.  Bernard  Grabowski  (D.,  Conn.). 


22 


A  firm  called  National  TV  Log,  Inc.  is  making  considerable  headway  in  lining  up  advertisers 
who  want  to  promote  their  tv  network  shows. 

The  firm,  which  terms  itself  "a  specialized  newspaper  representative,"  sells  a 
service  whereby  advertisers  have  "the  opportunity  to  call  special  attention  to  their 
tv  shows  by  means  of  two,  three  or  four-line  bold-face  insertions  in  the  hour-by-hour 
program  schedules  published  by  major  metropolitan  newspapers." 

Although  the  fold-face  listings  are  "designated  as  paid  advertisements  rather 
than  editorial  endorsements,"  the  general  idea  is  to  make  readers  think  the  shows 
are  thus  listed  as  highlights.  Morally,  this  may  be  a  bit  sneaky,  but  National  TV  Log 
has  signed  28  newspapers  so  far. 

SPONSOR/22  july   196! 


*555   FIFTH 


Letter*  to   the   Editor 

and    Calendar 

of    Radio/ Tv    Events 


COMMENT  ANO  COMMENOATION 
ON  SPANISH  RADIO  REPORT 

I  have  |ust  finished  reading  the  s 
|nK  issik  ol  Sponsor  magazine, 
tin  Sp.tinsli  language  report  in 
oral  Being  one  ol  the  24  100 
Spanish  language  stations  we  were 
p.utu  nl. ii  1\  interested  in  this  fea- 
ture .ii  tu  le.  .did  w  nuld  like  tn  t  om- 
mend  Sponsor  on  theii  outlook  ol 
the  importan<  >■  ol  tins  market  This 
iv  without  .i  doubt,  the  fastest 
grow  ing  market  in  (Ins  countrj ,  and 
I  doubt  vcn  set  ioush  w  hethei  am 
oi  us  iii  the  liiiMiicss  a<  tn.ilK  realize 
the  lull  potential  nl  this  market 

Dwight  Shaw. 
Business  Manager 
KAPl.  Pueblo  Colorado 


It  was  with   great   pleasure  and 

satisfaction  that   I  read  'Tin-  Sum- 

sli  Language   Radio  TV   Market 

Having    seen    articles    devoted    to 

Spanish  language  broadcast  media 

x     >NSOR  and   other  trade  pnbli- 

ations  during  the  twelve  years  that 

" ir  organization  has  been  associate 

il  with  Spanish  radio,  1  assure  you 


that  the  i  iii kiii  ai ti<  le  is  the  ' 
yet 

\\  hlle     a     i  I  luple     I   I     mi' 

di<l  slip  int' '  \ inn  listing  "I  stati 
i  ii i\  in-    Spanish    language     i  idio 

the   e s    ale    tl  l\  lal    in    \  lew    ol    the 

n\  eiall     e\ee  Hem  e     (  i|     the     niatei  lal 
\  nil    did    Use      I  hell     Is    little   .piestlon 

that    \ inn    judgment    in    sele<  ting 
hi-  hard  I'm  kensol  BBD&O  to  write 

a  spet  i.il  ai  lu  le  is  nmie  than  \  null 
(  ated       I'll  kens      report     Is     pel  haps 
one  ol   the  finest  e\  el    w  l  itleli  "ii  the 
Subject   in  so  lew    wmds 

Hut  most  ot  all.  I  think  e\  ei  J  bod) 
m  Spanish  radio  owes  you  a  vote 
ol   appio\  al.    I  ditoi    and   stall   did  a 

report   in  keeping  with   Sponsor's 

high    standards. 

Arthur  Gordon. 
V.P   and  General  Manager 
National  Time  Sales 
New  York 

The  most   welcome  interruption 

to    am     vacation    was.    indeed     the 
Spanish  section  in  the  S  Jul)    issue 

Its   undoubted!)    the  best   evei 

done  to  date  1>\    an\    publication  — 
i    ill\    i  omprehensh e    and    total!) 


~ CALENDAR 


M   I  ^ 

Vll  (  ti.iimt.-l  T\  (  I  ii  in  .  gional  lim- 
it .mil  reception,  during  National 
Mush  Show,  Palmer  House,  Chicago 

22 

National  Audio-Visual  Convention, 
2>nl  annual  convention  Sherman 
House,  Chi 

list  Radio- 1  elevision-]  Mm  Institute, 
alumni  dav,  Stanford  University, 
Stanford,  Cal     JJ 

1st  National  Broadcast  I  ditorial  (  on- 
Farence,   Universit)    ol    l 
Athens,  Ca     25  27 

Radio  Broadcast  Seminar,  Barring- 
ton Summi  r  Conference,  Barrington 
College,  Barrington,  B.  I  2s-l  Au- 
gust). 


inBBRinnniMiiim ■■ ■ 

ONSOR    _■_•    p  M     ; 


W  (.1  s| 

Ml.intii    ism.  ■>!  Broad* .i-t<  >-. 
vention,  Newfoundlandei   Hotel    S 
John's,  New  foundland    1-6 

Georgia.    Association  ol  Broadcasters, 

t\  da)  .  Mai  "ii   <  Georgia    I  I 

Oklahoma   Broadcasters    \«"  . 
vention,  Western   Hills  State    I 

:i 

Flahert]    PQm   Seminar,  l>tli  anni 
seminar,  Sandanoi 

Septl  ml" 

M  I'll  MB!  R 

American  Assn.  ot   Advertising  \ 
i  ies,     AVesten 
Mark  Hopldi     1 1 

Advertising   Federation  "t    \ 

loth    distrii  t    i  onventii         I 
dor.    I'irr\    II 


It     seems     to     herald     Initio!     the 
i. ill    imp: 

I.      m     Si 

We'v<   ahead)  ord(  hun* 

dn  d  repi  mts 

Richard  u  Co.inell 
Executive  Oirector 
Sombrero  Radio  Network 
New  York 

(  i 'ii '.;i atulatii mis  i m  tin    ex<  client 
Spanish  market  stor)  in  SPONSt  >l. 

It  was  one  ot  the  best  features  "I  its 
kind  I've  evei  read 

Charles  Baltin 
Vice  President 
Progress  Broadcasting 
New  York 

I  fUN  e  lei  i  n  ed  a  menu  I  Inn 

( .a\  nor  ol  Hnsti  raft   Broad*  asting 
indicating  there  was  a  typography 
cal  ermr  in  \  OU1    Spanish  langll 
stor\ 

\\  s(  )i    has  <  an  ted  the  Spanish 
language  exclusivel)  in  the  Cit)  "I 
Tampa  foi  the  past  filte.  n  j  i  ai 
VVSOL,  ,„  WW  I  H    ,„  W  |  Bk 
present  ownership  has  had  W  s<  >i 
since  1959  and  lias  upgraded  and 

added   to  the  de\  elopm- 

ish    language    1>\    almost    triple    tin 

time 

Albert  B  Gale 
Manager 
WSOL.  Tampa 

\\  Ml  I 
ii  ith 

NBC   RADIO  CORRECTIONS 

I  would  hk'  imend  s 

Magazine    tor    th<  fine 

Network     i  ' 

■    [nl     l 

-in 

w  ritten  and  displayed  a  • 

small  en 

dn  ■  N 

ha\. 
•    I 

lly,     tile 


TV  viewers  see  it  on  a  tube- 
where  today's  best-selling  pictures  come 
from  Scotch"  brand  Video  Tape 

On  a  movie  screen  your  commercial  may  rate  Oscars; 
but  on  the  family  tv  it  can  lay  there  like  cold  popcorn. 
Trouble  is,  home  audiences  don't  view  it  theatre-style. 
It  reaches  them  (if  at  all)  on  a  tv  tube.  And  the  optical- 
electronic  translation  loses  sharpness,  presence,  tone 
scale  gradations,  and  picture  size. 

On  the  other  hand :  put  your  commercial  on  "Scotch" 
brand  Video  Tape,  view  it  on  a  tv  monitor,  and  see 
what  the  customer  sees — an  original,  crystal-clear  pic- 
ture with  the  authentic  "it's  happening  now"  look  of 


tape.  No  second-hand  images,  no  translation,  no  pic- 
ture cropping.  Video  tape  is  completely  compatible 
with  your  target:  America's  tv  set  in  the  living  room. 

Proof  of  the  picture's  in  the  viewing!  Take  one  of 
your  filmed  commercials  to  a  tv  station  or  tape  pro- 
duction house  and  view  it  on  a  tv  monitor,  side-by-side 
with  a  video  tape.  You'll  see  at  once  why  today's  best- 
selling  pictures  come  from  "Scotch"  Video  Tape. 

Other  advantages  with  "Scotch"  Video  Tape:  push- 
button speed  in  creating  unlimited  special  effects,  im- 
mediate playback,  and  no  processing  wait  for  either 
black-and-white  or  color.  For  a  free  brochure  "Tech- 
niques of  Editing  Video  Tape",  write  3M  Magnetic 
Products  Division,  Dept.  MCK-43.  St.  Paul  19,  Minn. 


flagnetic  Products  Division  ijSmU 


L'l 


SPONSOR 


|[  i  ^ 


SPONSOR      22  JULY  1963 


The  clearance  problem 

\i  tu  i  iikv  w  ill  In  e  .1  new  hi  adai  he 

tins  I. ill.  il  n  p.  al  ui  option 

time  is  made  to  stick    Her< 

\IH'  TV's   I  tun  Moore  reassures  tin 

network's  affiliates  il>  it 

new   show  s  w  ill  attra<  t   viewers 


Option  time— what  lies  ahead? 


Network  advertisers  face  new  problems,  new  opportunities 
in  era  where  guaranteed  clearance  may  be  just  a  memory 


MOS1  ol  the  capital  had  closed 
shop  earl)  on  \\  ednesda)  . 
tearing  desks  tor  the  late-Ma)  Me- 
norial  l)a\  weekend.  Hut  around 
p.m.,  a  low  strategic  phone 
alK  brought  the  press  corps  run- 
ling. 

Udes  handed  out  a  36-page  doc- 
unent.  One  paragraph  held  the  es- 
ence  ol  upcoming  headlines:  — 

We  conclude  that  option  time 
or  anj  de\  ice  or  arrangement 


having  a  like  restraining  effect,  is 
contrar)  to  the  public  interest  and 
we  adopt  herein  a  rule  prohibiting 
them." 

In  a  stroke,   the  Federal   ( 

mimic  ations  Commission  had  shat- 
tered   the   rock    on   w  huh   tele\  Ision 

netw  orking  w  as  built. 

Believing  that   t\    has  outgrown 

need   tor   this  prop,  the   FCC   blast 
eel  it  aw  a\     It  hopes  to  cl(  al    ground 

lor  new  development;  man)  tear  in- 


stead  that   a   vital   Foundation   lias 

been    destroy!  d    and    that    the    ■ 

work  stun  tun  inevitabl)  will  crum- 
ble. 

\\  lui  hevi  i  w  a)    one  th  i 
tain.  Repeal  "t  option  time  « ill 

,-•■  a  n\  olutil  'ii   in  t\    acb  • 
but    w  ill   become   a    landmark    n 

lution.    II    thi'    dec  ision 
and  it  probabl)  vt ill    t; 
mark*  h  i s    emplo)     t\     time    will 
change,  slow  K  but  surel) 

What's  not  known  is  whether  this 
change  « ill  be  radii       I 
\lso  uncertain 

will  b«  nefit  all  mat  It   ma) 

not 


PONSOR 


mm    1963 


How  non-network  shows  fared  in  option  time 

1955  breakdown — when  non-network  production  was  thriving — shows  that 
syndicated  programs  had  relatively  light  usage  during  option  time,  and  that 
market  size  also  was  a  big  factor  in  usage. 


% 


% 


1st  TO  25th  MARKETS 


Option  time 


Non- 
option  time 


Syndicated  film 

6.5 

33.8 

Feature  film 

1.4 

11.9 

Other  film 

0.2 

0.7 

Local  live 

1.9 

21.6 

Network  programs 
26th  TO  50th  MARKETS 

90.0 

32.0 

Syndicated  film 

9.0 

33.2 

Feature  film 

1.1 

8.9 

Other  film 

0.1 

0.5 

Local  live 

2.2 

20.5 

Network  programs 
51st  TO  100th  MARKETS 

87.6 

36.9 

Syndicated  film 

14.4 

28.5 

Feature  film 

1.5 

11.6 

Other  film 

0.2 

1.0 

Local  live 

3.3 

23.9 

Network  programs 


80.6 


35.0 


Percentage  of  programing  from  different  sources  during  6  to  11   p.m.  segment,  according 
to  market  rank  of  station. 

Source:  FCC  network  study  tt)  station  questionnaire 


II 

The  marketer  of  a  product  or  ser- 
vice with  national  distribution  has 
been  the  traditional  network  adver- 
tiser. His  tv  needs  parallel  but  don't 
always  coincide  with  those  mar- 
keters who  buy  national  spot  time. 
The  regional  marketer  has  a  tv  re- 
quirement differing  from  both  of 
his  competitors. 

A  radical  change  in  tv's  structure 
cannot  equally  benefit  all  of  these 
advertisers.  Who's  going  to  get 
stuck? 

There  are  no  answers  yet,  be- 
cause the  extent  of  change  itself 
can't  be  predicted. 

Two  months  ago,  the  regime  of 
outgoing  chairman  Minow   was  be- 


ing fashionably  dismissed  as  a  "do- 
nothing"  era.  Repeal  of  option  time 
was  Minow's  penultimate  announce- 
ment before  leaving  office,  and  the 
judgment  of  his  term  has  presum- 
ably altered  as  a  result. 

In  the  weeks  since  then  no  pub- 
lie  comment  on  repeal  has  been  of- 
fered by  any  network  head,  or  by 
either  broadcasters  or  advertisers 
through  their  industrial  groups 

This  is  a  minor  reflection  of  the 
gravity  of  the  act.  It's  also  a  result 
of  the  extraordinary  vacuum  into 
which  tv  feels  it's  been  plunged. 

The  networks  have  had  the  order 
under  intense  legal  review.  Unless 
appealed    it    becomes   effective   on 


September  10. 

Off-the-record  talks  show  a  con- 
sensus among  the  three  networks 
that  a  direct  appeal  is  unlikely  to 
succeed.  The  commission's  right  to 
modify  option  time  was  asserted  by 
the  Supreme  Court,  in  a  1943  judg- 
ment against  NBC. 

This  isn't  to  say  the  basic  princi- 
ple won't  be  appealed.  Even  if 
doomed  to  failure,  the  legal  ma- 
neuvre  could  have  value  as  a  delay- 
ing action. 

Whether  or  not  the  new  ruling 
could  be  suspended  during  the  life 
of  an  appeal  is  dubious.  But  if  so, 
this  would  be  a  relatively  cheap 
way  of  securing  commercial  free- 
dom for  the  1963-64  season  and  of 
allowing  a  breathing  spell  to  reph.n 
network-affiliate  relationships  for 
1964-65. 

Screening  of  pilots    in   January-, 
February  next  year  would  then  pre- 
sumably be  held  in  front  of  poten-, 
tial  clients  given  only  an  "if-and- 
w  hen"  assurance  of  clearance. 

It's  unlikely  there'd  be  any  great! 
change  in  station  acceptance  during 
the  first  full  year  of  repeal  (if  at  am 
time),  but  the  program-sell ing  cli 
mate  would  certainly  be  impaired 
Rival  media  will  undoubtedly 
launch  an  immense  counter-attad 
if  the  guaranteed  national  audieno 
of  the  networks  appears  to  be  ii; 
jeopardy. 

However,  delay  of  repeal  eoul 
also  prove  dangerous  to  the  net 
works.  It  might  allow  enough  tint 
for  independent  producers  and  di; 
tributors  to  regain  their  former  foo 
ing,  and  for  key  stations  (and  the 
reps)  to  prepare  for  vigorous  dire* 
selling  to  national  advertisers. 

In  similar  vein,  a  season's  grac 
could  give  buyers  of  both  netwoi 
and  spot  an  opportunity  to  re-assel 
their  plans,  to  regroup,  and  to  si « 
cure  bases  by  dealing  directly  wi 
stations  and  packagers. 

The  networks'  choice  seems  to 
either  fighting  a  delaying  action 
seizing  advantage  in  a  temporal 
confused  situation. 

If  repeal  cannot  be  overturn*, 
it  is  still  possible  that  one  or  otl 
of    the    networks    may    appeal   I 
rider  of  the  FCC  decision.  banni| 


26 


SPONSOR   22    \VL\ 


'arrangements  which  have  .1  like 
restraining  effect 

(  hs    i\    is  directl)   affected  by 
tins,  since  the  wording  overlaps  and 
ilicns  anothei    decision  out- 
lawing that  network's  plan  oi  grad 
uatecl  affiliate  compensation. 

While  <  IBS  is  pessimistic  "I  its 
ili.nnts  in  appealing  either  the  op 
tinn  tunc  I). 111  oi  the  separate  ■  uling 
■gains!  its  own  plan,  it  in.i\  appeal 
the  expansive  wording  quoted 
.il»i\c  Some  officers  "l  ( IBS  report- 
tdl)  feel  the  broad  sweep  ol  the 
h.ui  maj  prove  legallj  indefensible 
.mil  commercial!)  impractu  al 

\  precise  and  limited  ban  upon 
option  tune  alone  could  easilj  be 
circumvented,  or  rather,  the  status 

quo  could   be   in. lint. lined   b)    Other 

methods.  Of  course,  tins  assumes 
th.it  networkers  would  be  con- 
cerned onl)  w  itli  the  letter  .ind  not 
tlie  spirit  of  law  . 

Trying  to  skirt  the  problem,  net- 
works earlier  suggested  the  com- 
mission shouldn't  repeal  without 
considering    alternatives,    lint    the 

I '(  (     tersely  rejected  this  approach. 

saying  "The  argument  completer) 
misconceives  the  point  ol  a  decision 
proscribing  option  time. 

I  lie  issue  is  not  mereh    whether 

iption  time  is  in  the  public  interest. 

rather,  the  issue  is  whether  it   is   in 
'he  public  interest  tor  the  networks 
o  have  a  shield  —  a  restraint  —  of 
lie  nature  of  option  time. 

W  e  have  determined  that  it  is 
"t  This  determination  oh\  ioush 
i.irs  any  alternative  arrangements 
tetween  the  networks  and  stations 
vhich  have   a   like  restraining  ef- 

Check,  and  mate  .  .  ? 

If  there's  no  option  time,  then 
tetworks  must  negotiate  clearances 
"re.uh  program  individually.  Put 
rudely,  the  effect  is  merel)  the 
icts  having  to  work  harder  tor  their 
noney  since  it  s  sate  to  assume  most 
tations  —  in  the  absence  of  other 
onsiderations  —  will  continue  to 
I  the  hulk  of  net  program- 
ling. 

The  network  advertiser  will  (on- 
line buying  time  even  if  there's 
drop-out  of  affiliates  \  cut  in 
10  lineup  of.  sa\ .  from  130  stations 
'  120  or   110  isn't   going  to  worn 

Pi  ase  turn  to  page  6 1 


iiiiiiiiwuuHiimiimuiiuiiimi 


1955  programing  on  3  networks 


kt*V 


Here's  how    it   QSed  to  he — but   WBS  it   Ml)    better? 

Breakdown  of  network  \».  independently-controlled  -how-  m  the  I  all 
lineup  oi  I '».).).  Shows  m  italic-  weie  imi  controlled  b)  net».  Here,  the 

schedule  foi  Monday.  Ne\*  I  <  C  ruling  a{ -t  option  time,  ••• 

become  effective  this   Fall,   is  designed   t<>   restore   independent   pro- 
graming,   \  question     aftei   looking  al  this  chart     ma)   !><•.  k*WI 


ABC 


CBS 


NBC 


Mickey   Mouse  Club  Garry  Moore 

Kukla,  Fran  &  Ollie  Arthur  Godfrey 

John  Daly.  News  Strike  li  Rich 
Toppei 


/  nl unit  l.ml\ 


Readet  $'  Digest 
stone  llnm 
Dotty  Mack 


Lot  e  oj  Life 


Ding  Dong  School 

/.'.  'lilt  V 

Home 

Tennesst  ■   I  rnie 
ihei   )  "a    \est 


Sean  //  foi   I  niiim  urn 

Guiding  Light 


Matinee 

1/  a)  oj  the  11  orld 


Medical  Horizons 

Jack  Paar 

r  n  >/  /  in  •■ 

11  elcome  1  rat  i 

■Iters 

11  in  hi  ni   \l i .  Su  eeney 

Robert  Q.  Lewis 

Modern  Roman 

Art  Lmkletter 

Pinky  Lee 

Big  Payoff 

Howdy  Doody 

Bob  Crosby 

Tony    Martin 

Brightet  Day 

News  Caravan 

Set  ret  Storm 


Caesar's  Hour 


On  )  our    tccount 


Douglas  Edwards.  News 
Robin  Hood 


Producer's  Showcase 

Medic 

Robert    Montgomei  \ 


Hums  &    I  Urn 


Talent  Scouts 
I  Love  Lucy 


I >■  <  i  -  ■•■  ■  Bride 
Studio  One 


Structure  of  full  week's  programing 

ABC  CBS  NBC 


80  network 
controlled 

hours 

70  outside 

controlled 

hours 


174  network 

controlled 

hours 

160  outside 

controlled 

hours 


180*2  network 

rontrolled 

hours 

1791 2  outside 

controlled 

hours 


'ONSOR 


n  i  n    1963 


Englander's 

radio  spots  pitch 

a  hip  market 


Grooviest  guy  in  town 

Ken  Nordine,  one  of  the  best  known  of  the  Chicago  deejays,  g< 

to  loose  his  inimitable  brand  of  jazz  patter  as  a  feature  of  Englandj 

er's  big  radio  spot  drive.  The  campaign  covered   some  26  market 


It's  most  unusual  for  a  major  na- 
tional bedding  manufacturer  to 
"make  the  jazz  scene,"  but  once- 
conservative  Englander  Company 
has  done  just  that  with  a  series  of 
local  saturation  spots  featuring 
"word  jazz"  in  its  1963  ad  campaign. 


Generally,  such  old-line  compan- 
ies rarely  veer  from  the  accepted 
norm  of  print  advertising,  and  stick 
closely  to  a  straight-and-narrow 
copy  approach.  But  following  a  sug- 
gestion from  its  agency,  North  Ad- 
vertising, that  radio  be  considered 


for  the  campaign,  Englander  o.k.'i 
production  of  some  sample  corr 
mereials,  setting  three  basic  criterii 
The  spots  had  to  demand  attentioi 
create  talk,  be  unusual,  and  estal 
lish  a  brand  name  and  major  clain 

Agency  people  decided  th, 
"word  jazz"  would  fill  the  bill.  Eve 
Englander  executives  are  hard-pi 
to  define  the  term,  but  "word  jaz: 
tan  generally  be  described  as  rhyt  j 
mic  conservation  set  to  a  jazz  bad 
ground. 

North    contacted    Ken    Nordinl 
$185,000-a-year  Chicago  deejay  wi 
is  the  creator  of  "word   jaz/.     ai, 
explained   Englander's   sales   pitcj 
Nordine  (whose  first  excursion  ii 
"word  jazz"  was  with  Fuller  Pai) 
describing    their   color   rainbow 
"cool    poetry"),    together   with  t 
agency's    creative    and    product! 
stall,  hand-picked  a  small  jazz  CO 
bo  and  developed  a  format  for  t 
60-second  spots. 

While     Nordine     narrated, 
musicians  improvised  a  jazz  the! 
of  high-keyed  tension  for  the  ft 
half     of     the     commercial,     tl 


More  bounce  to  the  ounce 
Video  seemed  the  logical  medium  in  W 
to  stress  ease-of-handling  features  ol  this 
Ion  mattress,  but  lacked  the  "cooleth    of 
year's  campaign  which  is  definitel)  not 
tinu  tin  publie  to  sleep,  it  might  be  mentk) 


twitched  to  Brahms  and  .1  relaxed 
in*  iod  for  the  second     the  complete 
change  "i  p.,,  e  illustrating  the  tran 
\itii>n  from  tension  t<>  gentle  sleep 
on  .in  Englandei  Tension  Ease  mal 
in  ss  .mil  box  spring. 

Budgeted  al  1300,000  foi  the  Brsl 
si\  months  <>l  radio  saturation,  the 
campaign  has  proved  what  Nordine 
would  call  "boss"  (a  ln^  su<  cess' 
Sated  to  (lose  .it  the  end  ol  Jul) . 
nice  summei  months  are  often  pooi 
■ales  months  for  bedding  manufac- 
turers, tin-  26  week  campaign  is 
n  in  renth  running  in  the  I  I  m  ijor 
markets.  Representative  ol  the 
weight  ol  the  schedule  is  Chicago, 
where  60  spots  .1  week  are  running 
hi  five  stations,  .mil  over  30  per 
Dent  ol  tin-  s<  hedule  in  each  market 
is  concentrated  during  drivers'  rush 
hour,  6  to  9  .1  in    .mil    I  JO  to  6;  10 

VIII 

Englander  executives,  who  began 
.1st  year  their  television  concentra- 
1011  on  ease-of-handling  features  ol 
In  I  nglander  Virion  mattress,  are 
iot  yet  able  to  determine  doll.tr  re- 
unis  ol  tin-  campaign.  Hut  North 
ice-president  lames  ( Jreen  sa\  s  the 
ales  drive  "did  more  than  w  li  it 
\.is  asked  .is  .1  basic  promotion.  .  .  . 


Englander's  Air  Ion  is  light  as  a  feather 

Last  m  ar's  1  ntire  ad  budget  was  sp, ni  on  t\  and  emphasizi  <l  the  liulit 

lander's   Virion  mattress   <  urrenl  radio  spol  1  impaign  pushes 

.1  commercial  that  achieves  tl        reatei   frequencj   that  could  be  bought 


It  created  .1  lot  ol  t.ilk  and  a\* are- 
noss.  \nd  the  market-bj  -market 
radio  concentration  .ill<>nls  an  op- 
portunit)  to  give  strong  support  in 


I  n glandei    plant    markets    w  itli    .1 
commercial  that  <  an  ai  hie\  - 
ci  frequencj  and  rea<  l>  than  <  ould 
be  bought  in  .1  tv  schedt  ^ 


ill  in  the  planning  stages 

mini:  in  .1  session  to  plan  Englander's  multi-market  radio  spot   cam|  ft  to  right 

rth   Advertising,  .mt-in  >   tor  Englander;  Hurt  Goodman     idvertismg  ' 

1  the  agency.  The  idea  tor  .1"  off-beat  radio  drm    came  original!)   from  lh< 

ntli-..  and  slated  to  close  tin-  end  of  fury,  Englandei  officials   havi  d  delight  with  tl» 


ONSOR   _•_•    ,,  ,  s     ! 


Madison  Avenue 
can  learn  from  the 

smaller  agencies 


A  major  curse  of  the  big  boys,  say  smaller  shops, 
is  proliferation  of  plans  boards  and  committees 


THE  chief  curst'  of  the  behemoth 
agencies,  in  the  eyes  of  smaller- 
agency  executives,  appears  to  be  the 
proliferation  of  "plans  boards"  and 
cumbersome  congresses  which  clog, 
rather  than  unelog,  the  wheels  of  a 
client's  progress  in  media  pur- 
chasing. 

Moreover,  some  giant  agencies 
are  so  entranced  with  firming  up 
large  balls  of  wax  or  watching  how 
the  cookies  crumble,  thev  lose  im- 


mediate track  of  what  America's 
grass  rooters  really  think  of  their 
advertising  campaigns,  smaller 
agencies  maintain. 

When  Lowe  Runkle,  president  of 
Lowe  Runkle  Co.,  a  brightly-oper- 
ated 4A  agenc\'  in  Oklahoma  City, 
is  asked  to  comment,  he  begins  with 
a  disclaimer: 

"We  do  not  consider  ourselves  a 
small  agency,"  he  says.  "Size  is  rela- 
tive and  in  the  southwest,  we  are  a 


Service  and  speed  keynote  of  smaller  agencies 

Pictured  (left  to  riulit)  are  Tom  De  Hull,  and  Ted  Eisenberg,  two  oi  the  partners  in 

the  Zakin  (    >  up, my.  going  over  the  frames  oi  a  storyboard  prior  to  client  presentation. 

Si  rvice  and  speed  must  keynote  the  small  agency's  performance,  is  the  view  oi  De  Hull 

SO 


sizable  shop.  We  also  think  we  are 
sizable  when  it  comes  to  ideas." 
Then.  Runkle  adds: 

"Perhaps  the  thing  Madison  A\.  - 
nue  agencies  can  learn  best  from 
small  agencies  out  in  the  hinterland 
is  to  get  closer  to  the  audience,  to 
be  more  sensitive  to  reactions  to 
some  of  the  exaggerated  claims, 
poor  taste  and  irritating  technique! 
exhibited  in  too  main  commercial 
today. 

"While  most  award-winning  com- 
mercials come  from  big  agencies. 
I'm  under  the  impression  that  most 
of  the  stuff  that  brings  criticism  to 
broadcasting  media,  also  emanates 
from  big  shops. 

"If  the  people  responsible  for 
these  commercials  were  in  as  close 
daily  contact  with  the  folks  they  arc 
trying  to  sell,  as  are  their  counter- 
parts in  an  agency  like  ours,  I  am 
confident  that  most  of  this  would 
never  happen.  They  would  hear  far 
too  much  criticism  from  their 
friends,  neighbors  —  and  clients  — 
the  day  after  the  commercial  had 
run." 

In  any  discussion  of  big  agencies 
versus  small,  one  constantly  hears 
this  question  posed:  is  size  a  handi- 
cap or  an  advantage  to  creativity? 

The  question  was  sufficiently  im- 
portant to  be  grappled  with  in  an 
ad-lib  panel  at  the  recent  annual  4A 
meeting  in  White  Sulphur  Springs 
Representatives  of  big  agencies 
didn't  think  size  was  a  handicap, 
others  thought  there  was  a  little  ad- 
vantage in  size. 

Said  George  Cribbin,  chairman  oi 
the    board    of    Y&R:    "Our    peopk 
work  on  their  own  accounts,  but  1 
think  what  you  find  is  complete!] 
unpatterned  advertising.  Because ol 
that,  you  don't  find  that  the  adverl 
tising  for  one  product  bears  a  rea' 
close  resemblance  to  the  advertisin] 
lor  another  product." 

\l    this   point.    Margaret    Hocka 
day,  chairman  of  Hockada\    Vssoci 
ates,  a  powerful  small  agency,  ol 
served:  "But  does  it  in  am  death 
agency?  I  don't   think  it  does,  an 
thing    could    be    diverse.    Tli. 
counts  we  have  —  each   is  so  con 
pletel)  differently  handled  becaus 
the   needs  ol    the  clients   come  oi 
completely   different,   even   thoug 

SPONSOR   22    1 1  ia    I! 


tin-   same   person    might    write    in 
■ome  cast 

\  bigtime  agenc)  executive  who 

st.u  ltd  oul  small  1 1 (I  in  .it  tins 

moment.  He  was  William  Bei  nba<  h, 
resident  ol  I  )"\  le  I  )ane  Bei  nba<  h, 
no  agreed  with  \  I  in-.  Hockada) 
tint  'there  is  great  dangei  .is  x  mi 
&ou  biggei  "l  getting  impersonal 
.uitl  remo\  ing  .1  source  "I  inspira 
tiuii  lor  everyone  concerned  in  the 
Creative  end  oi  tin-  business,  I  think 
tins  is  .1  u  1 1  il)U  impoi  t.mt  thing 

Bernbach  also  said  ii   is  "impor 
taut  tli.it  the  work  you  tin.  the  work 
von  st.uul  tor.  he  properl)  described 
the  clients      .1  think  this  makes 
i>r  .i  better  relationship." 

1  think  what  happens  to  us," 
Miss  I  |(i(  k.id,i\  then  answered,"  is 
li.it  people  who  will  consider  .i 
small  .mem  x  w  ill  s.i\ .  I  .nn  going  t<> 
you  .til  again,  because  we  ar< 
i»  tiicd  ol  presentations.'  I  think 
his  is  part  ol  the  problem  ol  'So 
n'u"  —  yon  ijet  disconnected;  and 
Ilex     don  t     c\  en     know      \  on     are 

Smaller    agencies     pride    them- 

. clxcs  that  their  top  exec  ntix  es  are 
itallx  eoneemed  xxith  each  and 
i  \  account  in  the  house.  ( 'oiise- 
|iientlx  the  best  brains  are  con- 
tlx  i  ailed  upon  to  counsel  each 
nd  even  account.  This  situation 
not  alxvax s  prevail  among  the 

dadison    \\  emie  ( .oliaths. 

Sure,  we're  a  small  agenc)  com- 
pared   to    the    giants,"    Bruce    M 

)ikIuc.  executive  \  He  president  ol 
Mirth  Adxertising,  sax  s.  "Our  biU- 
i'^s  are  just  a  hit  oxer  s2(>  million. 
* « 1 1  when  you're  involved  with  top 
dvertisers    like     American    Home. 

hemu  ax  .  1  .anx  in  and  Toni — as  we 
re — you   must   he  stalled   xxith   top 

rofessionals  as  good  ii  not  better 
tan  those  in  the  giant  agent  ies. 
Dodge  believes  the  advantage  to 
Ivertiser  ol  a  shop  like  North 
advertising  is  that  top  people  an 
irecth  invoked  on  each  account. 

We  don't  have  the  w  ork  and 
burning  done  hx  second-echelon 
'•oplf  ,md  then  'approved'  hx  a 
lnis  Board  or  some  such  adminis- 
atixe  hodx ."   I  )odge  explains. 

The  lust  team  is  involved  From 

i'  start.  Furthermore,  we  are  more 

aae  turn  to  pagi  82 


As  ad  agencies  get 

bigger  they  grow 

impersonal,  it  is  said 


Concerned  with  all  accounts 

Bin.  .    I  >  utive  vice  pri  sid<  nt  "I 

North    x<l\  i  ii  iphasizes   the   fai  t 

that   the  small*  >    ad    ig<  ncies  art    \  itall) 

■  i  'H'  ■  r  in  1 1  w  1 1 1 1  •  ,k  Ii  .1. ill  iii  tin    housi 


Bigtime  agency  man 

William    Bernbach,    president    "I    Doyle 
I). nn    Bernbach,   started  out   as  a  small 
agencj     Growing  biggei   has  it   dan 
Bernbach  observed  In  a  recent  Interview 


J- 


I 


Prod  stations  harder 

Hill    Pitts,    vice    pn  sidi  nl 
.  i.  itiM   services   Ben  Sackhi 
liis  nIiu|i  prods  the  stations  hardi  i 
bert<  i  i"  promote  1 1 « •   • 


No  complex  financial  setup 

I  .     Cn  enland,  president  "t  Smil 
land,  ixmits  in  the  fad  that  th<    smaH<  r 
agencies  .ir<   turning  oul  more  than  theii 
share  "t  exciting  advertising  .it  tins  inm 


Must  work  together 

HIhIIip  ( 

I 

in  tl 


ONSOR  22    |in    I! 


1 


Nielsen  rebuts  rating  critics 
with  monograph  on  sampling 

As  absolute  numbers,  ratings  are  terrible  tools  — 
but  as  estimates,  remarkably  precise,  brief  reports 


"Is  absolute  numbers,  ratings  are 
r\  terrible  tools.  They  are  too 
blunt.  But  as  estimates,  ratings  are 
remarkably  precise."  So  reports  A. 
C.  Nielsen  in  a  soon-to-be-released 
brief   on   the   subject   of   sampling 


techniques. 

In  a  new  explanation  of  how- 
modern  sampling  works  and  the 
value  and  limitations  of  the  infor- 
mation it  produces,  Nielsen  has  un- 
dertaken to  clear  the  air  on  ratings 


via  a  series  of  monographs,  in  the 
«  ake  of  the  Congressional  hearings 
on  the  subject.  The  one  on  sampling 
will  be  followed  by  others,  the  re- 
search company  says. 

"The  controversy  surrounding  tv 
ratings  goes  beyond  questions  of 
their  accuracy  or  how  they  are 
used,"  Nielsen  says  candidly.  "Con- 
gressmen, columnists,  the  general 
public — people  who  normally  have 
no  interest  in  media  research  all 
have  strong  opinions  about  what's 
wrong  with  'the  ratings.' 

"The  criticism  made  most  often  is 
that  the  samples  used  are  too  small. 
This  criticism  is  unfair.  Samples  of 
the  size  used  for  tv  ratings  can  pro- 
duce accurate  and  useful  informa- 
tion, and  our  purpose  here  is  to  I 
show  why  this  is  true." 

The  monograph  uses  several  an- 
alogies    to    show    how    sampling 
works.  First  is  a  photograph,  with 
pictures  screened  at  120,  400,  800, 
and  1600  dots.  While  sharpness  im- 
proves as  you  move  from  smaller  tc 
larger   samples,   Nielsen   notes,  it's, 
also  possible  to  get  a  good  idea  oi 
the  picture  from  the  coarse  sampk 
(see  illustration).  "Note  how  mucll 
better  the  'small   sample'  picture:' 
look  at  a  distance  (ten  feet)  as  you 
exes   adjust   to   the   overall   imag< 
rather  than   to  the  minute  detail 
which  the  eye  demands  when  u] 
close.   In   this   same   way,   a   sma]. 
sample  can  give  you  a  good  overa 
appraisal  and  yet  be  seriously  ir 
adequate  if  you  seek  detailed  infoi 
mation." 

Explains  "bead"  system 

To  answer  the  question  "1  low  hi 
should  a  national  sample  be?"  Nie 
sen  uses  an  analogy  of  mixed  n 
and  white  beads.  Taking  a  samp 
of  the  equally  divided  yet  wel. 
mixed  beads.  Nielsen  says  tl 
chances  of  coining  up  with  50  n 
beads  are  about  one  in  one-millic 
billion.  "The  odds  are  about  twen 
to  one  (hat  our  sample  will  conta 
between  IS  and  32  red  beads." 

If  the  sampling  is  repeated 
number  ol  times,  "well  find  that  t 
number  of  red  beads  in  our  samp 
will  cluster  around  25.  or  halt 
each  sample."  Nielsen  adds:  "In  t 
simple  case  of  red  and  white  bea« 

SPONSOR   22    1 1  L\     1' 


sample  ttdeqate  lor  .1  uni\  else  ill 

'5,000,  is  just  .is  adequate  for  b  « mi  - 
\ti si-  til  51)  million. 

Sampling    lor    t\ .    Nielsen    em- 
pli.isi/is,  does  not  involve  predict 
ing.  .is  with  poll  takers,  but  simpl) 
w lutliti  .1  pci son  w atched. 

In  getting  .1  random  sample,  the 

oinpam    also  notes  the  importanee 

>l  "equal  eh. mce  ol  being  selected. 
Fliis  concept  ol  equal  chance  is  hn- 

'lortant.  lor  it  you  think  about  it.  it 
means  that  the  propel  proportion 
if  dillerent  kinds  ol  homes  will  ap 
war  in  the  sample  .  .  .  the  random 
.election  principle,  correctk  ap- 
llied.  w  ill  produce  proper  represen- 

ation  ol  most  measurable  charac- 

1  1  istic  s  111  the  sample." 

\dds    Nielsen:    "'One    nationally 
tyiulicatcd    columnist     questioned 


the  logic  ol  sampling  bee  ause  as  he 

puts  it  .  it  .  me  Republic  an  dentist  in 
Ohio  was  m  tin  Nielsen  sample  and 
he  watt  lied  ( .uiisinokr .  the  column 

1st  didn'l  believe  that  tins  meant  all 
Republ ica n    dent  ist  s    m    Ohio 
w  atched  ( rtinsmoki     \\  e  don't  1" 
lieve  it  either,  and  aeither  should 

you.  It  makes  no  sense  to  talk  about 

that  part  ot  the  sample  located  in 
a  particular  state.  01  to  talk  about 

a     sample     home    as     it     specific  all) 

represents  other  homes  ol  the  sami 

t\  pe.  ' 

Nielsen  also  cautions  on  the  use 
ol  ratings  \  rating  is  a  him  red 
number,"   the)    report.   "The)    are 

Statistical      estimates.      This      means 

that  although  ratings  are  expressed 
as  numbers,  the)  do  not  have  the 
precision  we  usually  associate  with 
a  number.  Ea<  h  rating  has  a  cei  tun 


IIUI I     'II'    1 

Sin.  e    statistic  all)      th(  H 

little  dill.  1.  11. .   I 

29  and  '"    uid  ..  21     "i    a    ID 

and  a    Hi  ")  has.  d  upon  a    1  I «  « I  | e 

sample-,    to    use    the    data    B3    it     '! 

.11.    real  difFeri  ni  i  -  is 
ings  are  just  not  that  ; 
Hut  is  u  .  quail)  w  i 
the  other  extremi     ["he  <  hart 
rating  diffei ing  from  the  truth  rap- 
idl)  I'cc  .mi.  s  smallei  as  the  diffei 
em  c    mi  reases    In  the  <  ase  ol  our 
>ii  rating   based  upon  a  sampli 
I  000,  tl„-  .  h.ui.  e  "l  this  rating  !•• 
ing  1.5  points  . .(I  -ih.    truth  1" 
lower  than  25  5  oi  greatei  than 
— is  less  th.m  three  in  one  thousand 
I  he  i  ham  e  ol  this  rating  being  ofl 

h\     tell    points    is    al t    two    in 

billion.  ^ 


RAB  slates  sessions  to  face  major  issues 


ight  Management  Conferences  lo  deal  with  methodology 
tudy,  over-commercialization,  rating  audits,  criticism 


PICHT  Management  Conferences 

■     have    been     scheduled    b\     the 
ladio    Vdvertising    Bureau    this   tall 

tarring  ct  September.  In  the  words 
I  Edmund  ( '..  Hunker.  H  \H  presi- 
ent.  the  conferences  arc-  partjeu- 
irly  important  this  \  car  "because  ol 
he  unusualh  large  number  ol  criti- 
al  issues  facing  the  radio  industr)  . 
foiong  the  issues.   R  \H  said,  are 

be  question  ol  over-commerciali- 
ition.  the  development  ol  a  meth- 

dolog)  stud)  lor  ratings,  how  t" 
idit    existing    rating    companies, 

ncral    criticism    ol     broadcasting 

herein  t\  and  radio  are  linked  to- 
tlier.   and   others 

blinker  said  the  conferences 
ould  not  onK  be  used  to  "provide 
ation  owners  ami  managers  with 


an  opportunit)  for  organized  ex- 
change ol  opinion  on  radios  prob- 
lems and  opportunities,  but  will 
also  give  those  who  attend  .u  i  .  ss 
to  ideas  and   trends  in   the  areas  ol 

successful  station  and  sales  man- 
agement. 

Hunker    emphasized    that    R  \b 

would    retain    the   concept    ol    man 

agement    conferences    as    compact 

meetings    lor    top    station    man 

ment  onl) , 
\\  hile   Management   (  out,  ren<  e 

locations  are  distributed   regionall) 

so  that  an)  station  executive  \v  ill 
find  at  least  one  that's  convenient 
to  get  to.  members  ma)  cho,.s,  an) 

location     Ml   locations  were  chosen 

w  ith  an  eye  to  at  least  s,  mi.  isola- 
tion    Ironi     the     various     tonus 


distrac  tion.    Bunker    added 

In    addition    to    Bunk,  l      B  \B   e\- 
«  t  i  it  IN  es    w  ho    w  ill    attend    t! 

I.  i.  in  es  mi  lud.    Miles  I  >ai 
ministrative  \  i<  <■  president    R<  >1 
1 1    \lt.i   vice  president  and 

ol    national   sales     Bu  hard   1      (   hal 

iners.  national  directoi  ol  member 
development,  and  k.  ith  Trantow . 

din  c  tol     ol    ineinh.  I     s.  i  \  u  i 

I  )  eti  s   and    ||  h  atiolis   ol    the    \|.m- 

agi  in.  nt  (  ..ni-  i.  n.  ■  & 

1   el        -I    ID  Ih.  II  II      • 

Spi ings   \       s'  ptembei  \2  ' 
I lilton    Inn.   airpoi I     V  ■ 
Septembei  16  IT    I  he  I  lolida)  Inn- 
(  .  nti.il.    I  >allas     1 

J )      ( .id.-.  .11  Putnam      s 
spi  ings   N.  Y.;  &  pt<  ml 
bei  I .  o  l  [are  Inn.  airp*  n     ' 
III 

lions,     Hotel,   Hal-    \  "•        I 

tobel    7   S      I    IV  :■    I  I  i  I 

tel,  Omaha     \  11 

15      Mi.      I 

Mich.  ^ 


'ONSOR  22    1 1  w     ; 


Editor's  Noti::  In  a  special 
SPONSOR  report  last  week,  a 
number  of  Hollywood's  top  tv  film 
producers  revealed  that  a  new  mood 
of  benevolence  toward  Madison 
Avenue's  advertisers  and  agency- 
men  was  current  among  film  makers. 

Admen,  said  the  men  responsible 
for  many  of  nighttime  programing's 
leading  film  programs,  no  longer 
bedevil  telefilm  creators  with  long 
lists  of  do's  and  don'ts,  and  take  a 
mature  viae  of  controversial  subject 
matter. 

But  what  of  the  Madison  Avenue 
mood?  How  do  agencymen  regard 
the  new  breed  of  film  executives 
who  have  risen  to  prominence  in 
Hollywood?  The  other  side  of  this 
video  coin  is  examined  in  the  report 
which  follows. 

With  a  few   exceptions,   top   tv 
agencymen  agree  that  sponsor- 
agency  pressures  and  curbs  on  tele- 
film creativity  are  things  of  the  past, 
and  indeed  are  no  longer  necessary. 
One  of  several  reasons  advanced 


for  this  glowing  state  of  affairs  be- 
tween Madison  Avenue  and  Holly- 
wood is  the  multiple  sponsorship  of 
tv  film  programs  which,  without 
question,  has  diastically  curbed  the 
power  and  influence  of  the  adver- 
tising agency  and/or  client. 

Agency  observers  also  agree  with 
Hollywood  producers  that  addition- 
al factors  contribute  toward  eman- 
cipation of  writer  and  producer  of 
West  coast  telefilm  material — fac- 
tors such  as  the  swerving  of  pro- 
gram control  from  client/agency  to 
the  networks;  the  upgrading  of  pro- 
gram standards,  largely  because  of 
Washington's  finger  -  shaking  at 
those  concerned  with  broadcasting 
kick-'em-in-the-groin  dramatic  fare; 
and  the  emergence  of  more  stal- 
wart product  like  Naked  City.  The 
Defenders,  Ben  Casey,  and  others. 

Such  knowledgeable  agency  ex- 
cutives  as  Lee  Rich,  senior  vice 
president  in  charge  of  media  and 
programing  for  Benton  &  Bowles, 
admit  that  the  caliber  of  the  aver- 
age Hollywood  television  film  pro- 
ducer has   improved  considerably. 


Film  producers  say 

they  co-exist  peacefully 

with  Madison  Avenue. 

Now,  read  .  .  . 

How 
admen 


HOLLYWOOD 


They  can  name  you  any  number  of 
West  Coast  film  makers  with  high 
standards  and  good  taste. 

"Taboos  rarely  come  up  in  the 
advertising  agencies  and  among  cli- 
ents. Very  little  of  this  is  seen  to- 
day. The  primary  concern  of  both 
agency  and  client  is  with  the  dram- 
atic quality  level  of  script  material. 
There  is  certainly  a  rise  in  social 
drama.  It  will  be  particularly  evi- 
dent in  the  upcoming  '63-64  sea- 
son," says  B&B's  Rich. 

Who  among  the  television  film 
producers,  in  the  collective  opinion 
of  many  ad  agency  executives,  com- 
bine masterly  showman  qualities 
with  a  strong  desire  to  cast  fight  on 
problems  of  contemporary  exist- 
ence? 

Here  are  some  of  the  executive 
names  that  pop  up  constantly  in 
conversations  with  more  nobh  -pur- 
posed Madison  Avenue  individu- 
als: Tom  McDermott  of  Four  Star; 
Jerry  Thorpe  at  Desilu;  Dick  Dor- 
so  at  UA;  Jack  Webb  at  Warner 
Bros,  and  Bob  Weitman  at  MGM. 
Still  others  deserving  of  an  embrace 
for  the  work  they  are  performing, 
say  informed  agency  men,  are  E. 
Jack  Neuman,  Buck  Houghton, 
Martin  Manulis,  Leslie  Steven 
Norman  Felton,  Herbert  Leonard. 
Rod  Serling,  Sheldon  Leonard  and 
in  the  East  such  names  as  Herbert 
Brodkin  and  David  Susskind. 

(Said  one  agency  man  when  Susv 
kind's  name  came  up;  "On  occasion, 
with  Susskind.  you  have  to  scream 
a  little  louder,  but  you  get  there," 

The  majority  of  agency  men  feel 
that  MGM-TV  is  responsible,  more 
than  anyone  else,  for  elevating  the 
production  standards  of  televisiori| 
film  programing. 

In  most  instances,  today,  agenc) 
client  dealings  with  producers  tun 
nel  through  network  program  de 
partment  contacts.  Network  peopli 
agree  with  agency  execs  that  thi 
Hollywood  tv  film  producers  havi 
complete  freedom  creatively  01; 
series  and  anthologies. 

"Without  question,  main  theme 
on  the  air  today  are  bolder,"  the  t 
v.p.  of  a  Park  Avenue  ad  shop  say: 
"Sponsors,  more  and  more,  are  Inn 
ing  shows  with  mature  theme 
And.  by  and  large,  we've  been  hat 


;i 


SPONSOR    22    |in     I"' 


See  rise  in  social  drama 

Sponsoi   igenc)  pressures  an  a  thing  of  the  past,  iccordij 
man)   Madison    tvenui    ad    igencj   program  chieftains    iVnili 
George  Polk  ( left )    vice  president  in  (  F  television  | 

granting,   Hlil)i\<>    and    Lee   Rich    senioi    vice-president   in 
charge  of  media  and  programing  Foi  Benton  &  Bowli 
that  Hollywood  television  Bim  produ  with 

product  <>f  much  higher  calibn    md  with  more  matun 


fag  very  little  trouble  with  them. 
Occasionally,  a  sponsor  ma)  have  a 
legitimate  complaint,  but  on  the 
whole,  he  lias  been  most  under- 
standing.'' 

It  the  comments  oi  the  several 
top-rank  agencymen  with  whom 
SPONSOR  discussed  Hollywood 
telefilm  producers  could  be  called 
"typical,"  the  label  could  most  easi- 
l\  be  hung  on  the  remarks  of  a  vet- 
eran broadcast  executive  whose 
"tin  e  is.  actual!) .  on  Madison  \\  e- 
one — George  Polk,  vice-president 
in  charge  ol  t\  programing  al 
BBDO. 

As  I'olk  puts  it:  "In  working  with 
[producers,  you  are  dealing  with  dy- 
namic, creative  forces  and  nimble 
minds  and  consequently,  \ou  must 
expect  challenging  questions  Ml 
those  so-called  'impossible'  produc- 
ers, it  the\  are  an)  good,  are  ic.ilK 
not  impossible  at  all." 

Speaking  oi  present-da)  trends  in 
tlu-  buying  ol  programs,  l'olk  notes 
that  "the  desire  on  the  part  ol  the 
advertiser  for  really  Trig  hit'  shows 
is  not  onl\  as  great  as  ever,  it  is 
probably  greater  He  is  less  con- 
cerned  with    taboos    ,md    t.n    more 


aware  of  the  dynamics  of  the  busi- 
ness and  the  need  to  'go  with'  cre- 
ative   talent,     lie     know  s    that     the 

stifling   ol    ideas   eventually    must 

lead  to  medioc  ritv  .'" 

What  are  admen's  thoughts  OH 
important  characteristics  that  make 

up  a  good  present-day  television 
film  producer? 

For  one.  a  good  producer  must 
be  .1  creative  .md  intelligent  Indi 

vidual  to  come  up  with  anything 

new     in    an    era    which    seems    like 

everythings  has  been  done  before, 

the   BBDO  executive   believes. 

Point  two.  in  Polk's  judgment,  is 

that  a  good  producer  must  have 
"the    patience    and    tolerance    ol    .1 

biblu.il  character"  to  put  up  with 

the  foibles  of  creative  talent,  both 
performers    and   otherwise,    as    well 

as  other  professionals  within  his 
own  organization. 

\nd  lastlv .  a  good  producer  must 
be  "an  extreinelv  determined  liich- 
v  idual   to  force  an)    c  reative  new 

idea  through  a  JUT)   o|  exet  lltiveS  at 

networks,  agencies  and  clients 

\nd   how    man)    produ*  1  1  - 

vou  find  with  all  ol  these  attributes? 

I'olk  sav  s  vou  mav   find  anv   numb.  1 


with    one    or    even    two.    but      vou 

can't  find  ton  man)  w  1 1 1  ■  all  oi  tl 
virtui  s 

Is  the  advertise!  s  importanc  e  in 
programing   waning?   No,    accord 
ing   to   I'olk.   "Although,    the 

where   an    advertiser   buv  s    his   own 
shove    ever)     week    and    owns    it     is 

gradual!)  disappearing,  there  si .  ms 

to  be  a  resurgent  e  ol  die  adv<  rtis. 
er's  importance  in  programii 
lie  observ is  Mis  appro> al  "r  dis- 
approval can  be  demonstrated  111 
man)  show  s  on  all  three  networks 
that  are  having  substantia]  sales 
problems.  The  networks  have  be- 
i  nine  ( .iiit i-  ms  m  niitlav  ing  millions 
ol  dollars  i"i  inventor)  and  sur 
the  markel  before  s(  heduling  tl 

pilots     to     determine     then     nialket- 

abilit) 

l',,lk    observed    that    the    Holly- 
wood  teles  ision   film    ; 

todav    is   more   tolerant     t  1 1  •  1 

ligent  than  tin-  public   < 
him 

.    prodt 

more   willing   tn   listen    to   the   1  hellt 

and  th.  I     k  says     H 

rted  in  your 
blem    1  le  s  .lb,.  111.  : 


SPONSOR 


iim    1963 


Admen  admire  such  'new  breed'  execs  as  these  .  .  . 


RICHARD  DORSO 
Executive  v. p.,  programing,  UA-TV 


JACK  WEBB 
Executive  in  charge  of  tv,  Warner  Bros. 


ROBERT  M.  WEITMAN 
Vice  president  in  charge  of  production,  MGM  Studios 


TOM  McDERMOTT 
President,  Fow  Star  Television 


more  understanding  of  your  needs. 
He  is  usually  a  learned  man." 

Polk  can'l  recall  dealing  with  an 
"unreasonable  producer,  hut  [*ve 
dealt  with  difficull  and  tempera- 
mental  producers."  Polk  feels  one 
hires  a  producer  h>r  liis  "executive 


ability  which  includes,  taste,  judg- 
ment and,  in  some  eases,  track 
record." 

"Von  look  to  the  producer  to 
make  a  successful  show  and  you  are 
in  tantamount  agreement  when  you 
buy  liis  pilot,    Polk  concludes.  "The 


producer  must  have  strong  convic- 
tions and  a  strong  personality  to 
carry  out  his  convictions.  In  short. 
you  shouldn't  he  able  to  push  him 
around." 

There   is   no  sensationalism   fa 
the  sake  of  sensationalism.'  s.i\n  a 


SPONSOR 


|i  M 


ni'tu 01  k  official  w  1 1 * >  has  had  i  on 
sideruble  dealings  w  itli  1  >* »t 1 1  agency 
beads,  clients  and  Wesl  Coasl  film 
Industr)  craftsmen. 

|us(  because  we  have  a  license, 
in't  ride  herd  and  abuse  the 
privilege,"  he  s.tw  "The  primar) 
responsibilit)  oi  the  produi  <i  is  to 
tiii ii  out  .i  good  drama — and  i\n\  is 
w  li.it  he  is  doing  toda} 

\dils  ,i  Y&R  execute  i  I  he  bet 
t<i  produce] s  are  less  fettered  than 
in  the  p. ist,  large!)  because  there  is 
less  sponsor  interference.  There  is. 
today,  .i  fine  attitude  <>!  cooperation 
between  producers,  networks  and 
agenc)  clients.  None  of  us  is  out 
for  sensationalism.  We're  primaril) 
interested  in  telling  a  valid  story. 
Anil  we  think,  tin-  clients,  above  .ill. 
appreciate  this  relationship.  \lso, 
we  have  noticed  there  isn't  any  dif- 
ficult) with  producers  regarding 
ample  commercial  time  in  scripts. 

"There  are  fewer  By-by-night  op- 
erations among  producers.  The  pro- 
ducers who  go  in  tor  the  quick  huck 
are  passing  out  rapidl)  .  The  trend  is 

oertainl)    tow. ml   the   better-made 

film  with  hotter  thought-OUt  snhject 
in. itter.  Clients  go  along  with  this 
thinking.  Clients,  today,  .ire  read) 
.mil  willing  to  give  the  creative  peo- 
ple leew,i\  to  do  better,  more  beau- 
tiful things." 

I'p   and   down    Madison     \\enue 

the  melod)  is  indeed  ,i  respectable 
and  admiring  one.  Unhesitatingly, 

top  executives  .mice  with  1'olk  and 
Rich  that  Hollywood  television  lilni 
producers  and  their  staffers  oi  toda) 
ire  b)  and  large,  indeed  turning 
out  a  better,  infinitel)  finer  product. 

Throughout   the  street   where  the 

15-percenters  make  their  daytime 
abode,  one  constantly  hears  that 
Hollywood  t\  film  producers,  par- 
ticularh  those  with  more  mature 
and  intelligent  viewpoints,  are  less 
fettered  than  in  the  past.  Both  ad- 
men and  their  clients,  more  and 
are  beginning  to  respect  the 
production,  direction  and  writing 
->kills  ,.t  the  Hollywood  t\  film- 
makers 

Richard  \  H.  Pinkham,  one  of 
the  most  know  ledgeable  indn  iduals 
n   the   advertising   and    broadcast 

mheres    and     who    heads    up    Ted 

Bates    media  and  program  opera- 

ions    department    as    well    as    the 


i  h.oi  manship   of  the  b  n  \  s 

planning  ( ommittee    is    In   agrei 

iiiriii  w  1 1 1 1  the  views  expressed  l>\ 
Ins  colleagues  i in  Madisi m   \\ enue 

\K  iinpiessii hi  nl  the  job  done  l>\ 

the    I  loth  w  nod    telex  ls|i  in    film    pi  •  ■■ 

ducei  s  is  that  in  the  pressure  1 1  k  >kei 
of  w eekl)  deadlines  it  is  a  mirai  le 
how  high  the  continuing  qualit)  <>l 

their    w  oi  k    is.      Pinkham    sa\s       In 

general,  I  have  found  them  to  be 
highl)  arin  ulate  and  ti  itall)  dedi 
cated  craftsmen.  The  ex(  eptions  to 
tins  observation  are  the  ones  who 
are  graduall)  dropping  <  ><  1 1  ol 
sight  ' 

This     is     the     wa)      another     top 

agenc)  executive  sounded  off:  Thi 
respect  for  qualit)  in  te\e\  ision  film 
production  has  increased  consider 

abl)    \\  e  should  ha\ e  moie  sobei 

Subjects,  more  drama  ol  greatei 
depth.   But,  abo\  e  all,  these  dramas 

must  be  good  shows,  good  prodw 

tions  1  he\  must  not  he  badk  writ- 
ten. Remember  a  good  picture  is 
primary.  Is  there  more  sophistica- 
tion toda)  iii  what's  coming  out  oi 

I  lolh  w  ood.   Indeed   there  IS." 


Industi 

sin  hi.;  tin 

CBS  J        Slth    M  the 

\H<     \  '  /  rial  and  I 

main   presentatii ins  on  th<  <  hi 
show    hosted    b)    Bob    II"; 
\h<  imples 

ings    definitel)    air 
w  it  1 1  highi  i  IQ 

Should   programs   sm  h 
draw    bett<  i   than  fail   i atii 
<  li.m.  es    an     ii 

a  still  I  urge  i  importation  "I  limilai 
fare    |).n  ked  w  ■  1 1 1  notewi irth)   - 
i<-i  t  mattei    in  the  s<  asons  ahi 

\i  c  ordingl)  the  i > i <  ture  adds  up 
in  a  hhssful  honeyi n  si 

tWeeli    all    pal  ties    m\  i  i|\  ed 

S|i, nisnis  mi  I ingei   appeal  ti i  he 
cast  m  the  mil-  nf  blue-pern  il 
menaces.    Hollywood   vidfilm   ] 
ducers,  at  the  same  time,  are  Hash- 
ing  a    new    kmd   ol    strength   and 

maturit)     in    the    wares    the)     "Iter 
Madison    \\einie 

In  short,  tin-  hope  m  the  broad- 
i  ist  industr)  is  that  this  turns  out 
to  he  a    long  and    happv    «  il 

marriage.  ^ 


Called  dynamic  and  creative 

Admen  who  buy  tv  film  product  say  the»  t« ntrib 

director  of  programs  for  MGM-~n  m.  \M.\l   l\ 


SPONSOR 


22   n  in    1963 


ANOTHER  VALUABLE 

ADVERTISING 
OPPORTUNITY 

ON  WNBC-TV 

NEW   YORK 


DOUBLE 
DIVIDEND 
\  PLAN  / 


Delivers  a  bonus  of 
one  entire  quarter's 
expenditure  .  .  .  dollar 
for  dollar.. .for  you 
to  use  any  time  dur- 
ing the  year. 


HERE'S  HOW  IT  WORKS 

YOU  BUY  a  minimum  of  12 
spots  weekly,  any  length,  for  52 
consecutive  weeks. 

YOU  GET  an  immediate  10% 
consecutive  week  discount, 

PLUS  a  dividend  equal  to  the 
total  dollar  value  of  all  your  ex- 
penditures between  June  and 
September.*  You  may  use  your 
dividend  dollars  for  all  types  of 
announcement  at  any  time  dur- 
ing the  year. 

■(Except  in  AAA  time,  or  evening  minutes 
6  59  PM-1  AM  daily.) 


IT  GIVES  YOU   MORE   FOR 
YOUR  TELEVISION  DOLLAR 

Ask  your  WNBC-TV  or  NBC  Spot  Sales 
Representative  for  complete  details. 


WNBC-TV 


o 


NEW  YORK 


TIMEBUYER'S 
CORNER 


Media  people: 
what  they  are  doing 
and  saying 


What's  happening  in  Hollywood:  Gardner  is  establishing  a  broadcast 
buying  operation  in  its  Hollywood  office.  New  department  will  handle 
purchase  of  spot  radio  and  tv  schedules  in  the  Pacific  and  Mountain 
states  for  all  Gardner  clients.  Ralph  Neugebauer,  media  supervisor  in 
the  St.  Louis  office,  will  be  transferred  to  the  west  coast,  where  buying 
activity  is  expected  to  get  under  way  1  August.  Ralph  joined  Gardner 
in  1956  as  a  media  assistant,  later  became  a  timebuyer  before  promo- 
tion to  his  present  post  in  St.  Louis.  Gardners  Hollywood  office  is 
headed  by  v.  p.  LeRoy  Porter,  Jr. 

Looks  like  a  speedy  recovery  for  Young  &  Rubieam's  (New  York)  spot 
coordinator  Ray  Jones,  who  was  released  from  the  hospital  a  short  time 


Splashdown  winner  visits  New  York  City 

Cape  Canaveral  hatted  Roil  MacDonald  (1>.  media  v.p.  at  Guild,  Basconi  &  Bon- 
fiyli  (San  Francisco)  called  at  RCA  to  see  color  sel  he  won  in  WFGA-TV's  ( J.iek- 
sonville)  Gordon  Cooper  Splashdown  Contest  (TIMEBUYER'S  CORNER  10 
June).  With  him  are  PGW's    led  VanErk    (<  '.  and   RCA   v.p.   Ralston  Collin 

ago  after  a  siege  ol  illness.  This  column  is  happy  to  hear  that  Ha\  is 
now  taking  life  easy  in  Bermuda,  will  be  back  on  the  job  at  YccH  29 
July. 

Buyer  makes  a  move:  Dick  Newnham  has  switched  from  his  position 
as  media  buyer  at  Dancer-Fitzgerald-Sample  (New  York)  when  he 
bought  lor  Simoniz.  Dick  is  now  a  media  buyer  at  Ted  Bates  (Nev 
York).  His  new   account  assignments  have  not  yet  been  disclosed. 

Something  special  for  Minneapolis  buyers;  The  Avery-Knodel  offict 
in  Chicago  now    has  a  special  tie-line  (ZEnith  2S7(M  which  enables 
Minneapolis  agency  buyers  and  advertisers  to  place  calls  to  tin    n 
linns  Chicago  base  without  incurring  long  distance  charges. 

Speaking  of  Minneapolis:  Roger  O.  Dahlin  has  joined  MacManus,  Join 

(Please  turn  to  pa  tie  40) 


:w 


SPONSOR 


JULY 


196 


PERSONALIZED  .  .  .  person -to 
radio  thai  cashes  in  with  powerful  personal- 
ities .  .  .  producing  listener-confidence  in  the 
Des  Moines  area,  and  "cents-ational"  results 
for  Iowa  advertisers  KIOA,  family  radio 
"personal-ized"  f<>r  people,  to  people    People 

who  listen,   like  it  people  who  buy  it,   love  it' 


***###**    +   *    + 


KIOA 

IS 

PERSONALIZED 


THAT 
MAKES 
CENTS 


'HI    JOHN    SIAIR 


s 


KRMG 

TULSA 
OKLAHOMA 


KIOA 

OES    MOINES 
IOWA 


KQEO 

ALBUOUCQUl 


KLEO 


'ONSOR   22    |in     ' 


1962 

PULSE 

PICKS 

WKMI 

AGAIN 
No.  1  in 

KALAMAZOO 

METRO  AREA 

Pulse  Metro  Area  Sept.  1962 
Pulse  Metro  Area  Sept.  1961 
Last  Area   Hooper  Sept.    1960 

THE  BIG 

INDEPENDENT 

BUY 

for  Greater  Kalamazoo 

$577  MILLION 
MARKET 


SM    1962    Survey    Effective 

Buying  Income  —  20%   Above 

National  Average 


WKMI 

5,000  Watts  Days 
1,000  Watts  Nights, 


24  HOURS  A  DAY 

Representative: 
Venard,  Torbet  &  McConnell 


TIMEBUYER'S 
CORNER 


Continued  from  page  38 


&  Adams  as  a  media  buyer.  He  was  formerly  with  Campbell-Mithun, 
same  city. 

Keeping  up  with  our  New  York  buyers-sellers  softball  teams;  or,  their 
mothers  didn't  raise  them  to  be  ball  players  anyway:  Casting  an  eye 
on  that  intrepid  team,  P.  J.  O'Hara's  softball  marvels,  an  awesome 
mixture  of  buyers  and  sellers,  this  column  has  received  word  that  so 
far  this  season  the  team  has  won  two  games,  lost  one.  Seemingly  head- 
ed for  possession  of  the  highly  coveted  SPONSOR  pennant  (which 
TIMEBUYER'S  CORNER  just  pulled  out  of  thin  air)  the  team  trounc- 
ed H-R's  athletic  group  13  to  5;  clobbered  PGW's  sluggers  12  to  10; 
lost  its  battle  with  Lennen  &  Newell  All-Stars  6  to  3.  Outstanding 
among  the  P.  J.  O'Hara's  are  Frank  Martello  (Leo  Burnett  Co.),  first 
baseman;  Phil  Tocantins  (BBDO),  all-round  star  substitute;  Jay  Wal- 
ters (HRP),  third  baseman;  and  Jack  Flynn  (ATS)  left  fielder.  Spectac- 
ular member  of  the  L&N  team  is  Captain  Dee  Heather,  shortstop.  As 
yet,  no  date  has  been  set  for  the  upcoming  big  P.  J.  O'Hara's-McGav- 
ren-Guild  contest,  but  it  will  probably  be  scheduled  for  the  early  part 
of  August. 

New  appointment:  Maxine  Cohen  has  been  named  media  director  at 
Redmond  &  Marcus  (New  York).  She  was  a  media  buyer  at  Ogilvy, 
Benson  &  Mather  (New  York). 

Distaff  promotion  at  J.  Walter  Thompson  (New  York):  Ruth  Jones  lias 
been  made  responsible  for  all  network  and  station  relations,  including 
supervision  of  spot  and  network  timebuying  for  both  radio  and  tele- 
vision. 


— Dan  Kane:  all  for  the  better 


Tatham-Laird  (New  York)  media  supervisor  Dan  Kane,  who  handles  media 
buying  for  the  Boyle-Midway  division  of  American  Home  Products  at  the 
quiet-carpeted  agency,  says  it's  been  his  observation  through  the  years 
that  both  media  buyers  and  sellers  have  become  more  qualitative  in 
their  judgments  of  the  different  media,  and  that  it  is  certainly  all  for 
the  better.  Says  Dan,  "This  is  the 
result  of  the  added  research  that 
has  been  made  available.  It's  been 
healthy  for  both  buyers  and  sellers, 
the  industry  as  a  whole,  and  par- 
ticularly for  the  advertiser."  Dan 
joined  Tatham-Laird  last  March, 
after  a  tenure  of  14  years  as 
broadcast  media  director  at  Elling- 
ton. Before  that,  he  was  a  buyer 
at  Dancer-Fitzgerald-Sample  for 
about  three  years,  after  a  four-and- 
a-half-year  tour  with  the  U.S.  Air 
Force.  As  a  captain  in  the  Air 
Force,  Dan  traveled  with  Uncle  Sam 
to  Europe  and  the  Mediterranean 
theaters  of  war,  saw  a  lot  of  Africa, 
Italy,  and  Southern  France.  Before 
he  donned  the  uniform,  he  started 

as  an  office  boy  with  what  was  then  the  Blackett-Sample-Hummert 
agency,  advanced  to  continuity  releasing,  had  a  never-sated  yen  to  be  a 
commercial  artist.  He  and  his  wife  Agnes  and  their  three  children  live 
on  Long  Island,  in  Merrick,  New  York. 


10 


SPONSOR    22    |in     !!»• 


COMMERCIAL 
CRITIQUE 


Trends,  techniques  new 
styles  in  radio  tv 
commercials  are  evaluated 
by  industry  leaders 


'WOO  THE   MUSE"  — A  DEFUNCT  PHILOSOPHY? 


Bv    u  sun  CROOM  [OHNSON 

The  othei  se'nnighl  1  was  listen- 
ing to  cue  ol  those  rare  radio  sta- 
tions that  broadcast  a  mixture  "I 
good  pop  and  occasional  classical 
Is  An  unintei rupted  group  <>l 
■Iicm  i  loscd  w  ith  a  recording  <>t  .1 
piece  "I  ephemeral  beaut)  In 
Maurice  Ravel.  The  tranquil  air 
a. is  then  shattered  In   a  blasting, 


Come  on  in.  the  nothing's  fine' 


»ver-sung,    and    frenetic    call     to 

he  bottle    'v  haefei     ...  it  said 

.  "is  the"  ...  it  s.iiil  .  .  .  "our  beer 

1  have,  when  you're  having  more 

me"  ...  it  s.iid.  While  the 

tation  rather  than  the  client  was 

pearh  at  fault  in  this  juxtaposition, 

ntrast  set  v ed  to  highlight  the 

Use  enthusiasm  and  brass)  exhor- 

ition    contained    in    the    commer- 

laL  Certainly   the   station   people 

re  entitled  to  eat,  and  to  have  inure 

ion  one  it  the)  care  to — hut  they 

lock  the  listener  and  do  the  client 

dissen  ice  \\  ith  such  an  adjacenc)  . 

Ins   \ersion    of    the    Seliaeler    song 

■'Mild  have  passed  harmlessl)  h\  in 
"•  general  clangor  ol  a  rock  n  roll- 
»|vtwent\  station,  being  absorbed 
I  the  hearer  as  part  <>t  the  caco- 
honic  whole.  Dropped  into  a  set- 
t   quiet   musical  elegance,   it 

hi"  red  in  and  out — an  over  loud 
id  unpleasant  noise. 

In  the  race  for  attention,  does  it 
»\  to  take  an  over-bearing  musical 

titude-  Should  the  brass  hlow 
eir  brains  out,  and  should  singers 


bell  the  words?    The  No    l     rat 
ings }      st. ttion's    program    <  ontenl 

more   often    than    not.    c  oiisists   o|    a 

nun  sti ip  bai rage  "t   sound    I   find 
thai  commercials  w  itli  a  more  musi 
cal  and  therefore  more  generall)  a< 
ceptable  approach  benefit  h\   < on 
brast.  It  is  m)  belie!  that  you  should 

knock    on    the    il first,    not    just 

hurst    into   the    room      The    kind    ol 

salesman  w  ho  does  the  lattei  is  li- 
able to  get  throw  n  out. 

Recentl)    I   had  the  pleasuri 
discussing  and  analyzing  commei 

eials  with  inv  old  friend  and  cohort, 
Man  Kent.  We  sat  down  tOgethei 
to  mull  oxer  past  and  present 
trends,  including  some  that  we  in 
vented.  This  reexamination  proved 
interesting  to  us.  and  perhaps  will 

be  to  you,  since  our  delvingS  show- 
ed that  patterns  change  bul  not  al- 
ways for  the  better.  Much  more 
laughter  than  at  present  surrounded 
the  business  ol  the  musical  coin- 
menial  in  its  formative  stages. 
Moreover,  some  o|  it  ruhhed  oil  to 
advantage  in  what  w  .is  ,1  much  more 
light-hearted  and  entertaining  ap- 
proach to  the  serious  effort  ol  sell- 

ing  a  product.  As  Kent  was  wont 
tO  sav  .  "You   must    WOO  the   Muse — 

not  rape  her.  This  enlightened 
thinking  is  now  almost  defunct, 
weighed  down  l>v  ponderous  phal- 
anxes ol  serious-minded  executive 
types  K<  v  men  can  do  without  wit 
or  wisdom  when  it  comes  to  know 
ledge  "I  the  use  ot  words  and  rnusu 
...  a  high!)  specialized  technique 
that  involves  copy-music  sense    The 

instinct   ot    the  show  man  dm  i  tor   is 
too  often    missing,   and    the  ati: 
phere  in  the  re<  ording  studios  and 
the    results    therefrom    reflex  t    the 
spastic  uncertaint)   "t  the  supervi 

sion.     The    ev  idelic  e    is    he|.  i 
and  on  the  air. 

The    lighter    attitude    let'  in  d    to 

produced    sm  h    lusts    as    1    Kent- 
[ohnson  one-minute  radii  1  1  omr 
cial  for    admiration  Shampoo  that 


presented  a  guaranteed  uttrnti 
gettei  Silt  hi  e  It  w<  nl  lometh 
like  tins  \uu. luncei      Adm 

tiou    Shampoo   t"i    the   ban 
presents  the  newest  thing  on  th< 
w  av  is         Sileni      '  n  in   the 

nothing's  finel    An  is  second  pause 

\lili'  .inn  ,  1         w  ith  a  1  h'li  kli  I 

this  wonderful,  ladies  shai 

tins  silence  with  you?    Admiration 

Shampoo  is  so  g I  we  don  t  I, 

to  talk  about   it'   More  radio  ; 

'plains    should    SOUnd    like    this 

listen.      \    ten-seo >nd    pans.      \u 
nouncer:  "Don't  forget    Admiration 
Shampoo,  ladies    Beautiful  hail    is 

our   hllsiuess     and    silence   our    pll 

me — and  wo  hope,  i""h  Brought 
to   v  on    b)     Admiration    sham: 

'l  ou'le  W  ell  oiue'      \\  ith   el  it  huslast  K 

agenc)  ami  1  Uent  "kav    this  i  om- 

nun  i.il    series    vv  as    l.i  1 1 1 11  hed     The 

campaign  w as  pi<  Iced   up  l>v    1 

uinnists    all    over    the    (  .nmtiv      and 

the    client    benefited    from    I 
amounts  ol  tree  publicity.  Besides 

the  ladles   ]ov  id   it.  and   bought    l"ts 

"I  Admiration  shampoo  ( lould  it 
happen  right  now.  and  would  such 
a  com  ept  gain  approval?  I  doubt 
it  Today's  two-legged  husmess  and 
0  s,  an  li  1  omputers  1   mu<  h 

given  to  vv  huiisv  .  and  this  kiln  I 
coiiuneii  i.il    lie.  ds    unusual    und 

PL  -,s.    turn  d<  i> 


-AUSTEN    CROOM  JOHNSON 


1 
with    Alai     k'    • 

lilts   • 


ONSOR   _■_•    ,lM 


il 


WASHINGTON  WEEK 


News  from  nation's 
capital  of  special 
interest  to  admen 


•fajf   It  is  doubtful  that  any  new  laws  on  equal  time  to  answer  broadcast  ed- 
itorials will  result  from  last  week*  s  House  hearings — but  it  is  not  at 
all  doubtful  that  broadcasters  and  nets  will  cool  toward  controversy. 

Network  public  service  specials  became  an  issue  during  the  first  two 
days  of  hearings  when  Congressmen,  on  and  off  the  Commerce  Communications 
Subcommittee,  ground  political  axes,  and  new  rules  on  editorializing  were 
promised  by  FCC  Chairman  E.  William  Henry. 

One  witness,  Rep.  Durwald  G.  Hall  (R. ,  Mo.)  was  all  for  editorial 
freedom  for  "diversified"  local  stations — but  backed  himself  into  a  corner 
when  he  urged  answering  time  for  what  he  called  "snow  jobs"  for  the  ad- 
ministration's policies  on  network  special  reports. 

Subcommittee  Chairman  Walter  Rogers  worriedly  asked:  who  would  de- 
cide which  programs  were  biased  or  controversial,  and  how  would  nets  make 
available  costly  time  to  answer  a  sponsored,  hour-long  program?  No  clear 
answers  emerged. 


^-■^-  When  anti-editorial  harangues  by  visiting  congressmen  got  rugged, 
Commerce  Committee  Chairman  Oren  Harris  chose  to  defend  broadcasters, 

who  would  not  put  in  their  plea  for  adult  treatment  until  later  in  the  week. 
Harris  reminded  all  present  that  broadcast  licensees  editorialize 

under  the  FCC's  "Fairness  Doctrine"  which  requires  airing  of  both  sides  of 

political  or  other  controversial  issues. 

With  no  large-scale  or  blatant  record  of  editorial  unfairness  at 

FCC,  Harris  favored  a  "wait  and  see"  policy — similar  to  the  one  being 

followed  in  the  broadcast  rating  reform.  "There  is  time,"  he  said,  to  see 

what  broadcasters  would  do  by  way  of  more  careful  compliance  with  fairness 

doctrine.  His  fellow  Congressmen  remained  unsoothed. 


■^-^  FCC  Chairman  Henry  hoped  there  would  be  no  need  for  Rep.  John  Moss ' 
bill  to  require  equal  time  for  rebuttal  by  any  political  candidate 
subject  to  broadcast  editorial  comment. 

Henry  promised:  a  refresher  on  broadcast  editorializing  for  licen- 
sees and  the  public  ;  a  factual  primer  on  editorializing  to  guide  broad- 
casters ;  a  tightening  of  fairness  rules  ;  and  finally,  spot-checks  in  the 
Internal  Revenue  mode,  to  audit  editorial  practices. 

Under  tightened  rules,  a  licensee  would  not  only  inform  opposition 
when  controversial  issues  are  to  be  aired:  he  must  try  to  flush  out  a 
spokesman  for  the  other  side  if  none  volunteers  for  available  time. 


^■^  Outspoken  Gordon  Sherman,  KSDO,  San  Diego,  steamed  committee  by 
saying  he  felt  he  owed  no  rebuttal  time  on  editorials . 
The  FCC  will  shortly  disillusion  him. 
Equally  outspoken  witness  Rep.  Hemphill  (D.,  S.C.)  wants  law  to  end 

all  editorializing  on  the  air.  "It's  a  headache — stick  to  entertainment," 

he  advised.   He  may  get  his  way  without  legislation. 


12 


SPONSOR   22    niv    \9 


SPONSOR  WEEK 


Advertisers  and  Agencies 

Agencies  earn  all  of  their  15%:  Lavin 


although    Uberto  ( lulvei   is  <  ui 
rentl)    spending  some  $30  million 
to  advertise  the  more  than  a  dozen 
products  it  manufactures,  .mil  plans 
tn  spend  i  onsiderabl)  more  l<>t  the 
s.niir  pui pose  in  1963  <>  i.  ii  doesn  t 
believe  advertising  works     .  .  "we 
know  so.  II  we  believed  in  advertis 
hag      s.i\s    president    Leonard    II 
Lavin,  "our  budget  would  nol  be 
hall  what  it  is 

1 1(  pointed  out  Ins  company  s 
commitment  to  advertising  is  based 
i  rtitudes,  be< ause  the  power 
<>t  advertising  is  apparent  and  "we 
know  the  success  we  achieve  with 
our  products  is  m  direct  proportion 
to  the  re. nli  ol  our  advertising.  .  .  . 
The  conditions  that  make  it  pas- 
sible  foi  "in  advertising  to  have  its 
intended  effect  can  be  controlled  1>\ 
ms  I  [owevei .  our  control  a\  er  ad- 
vertising itself  is  more  limited." 

I..i\  in  also  s.iid  he  fell  agen<  ies 
deserve  even  percentage  point  of 
the  1  »'  I  the)  earn  from  clients,  and 
tlie\  general!)  deserve  more  credit 
tor  the  Successes  ot  their  clients 
than  clients  are  willing  to  acknowl- 
i  dge  But  he  added  that  he  thought 
'las  a  fault  ot  the  agencies,  with 

advertising  people  generall)  the 
most  ot  suspicious  ot  advertising.' 

Among  reasons  he  cites  as  to  why 
advertising  people  so  often  doubt 
the  success  clients  know  advertising 
helped  achieve  are:  "Considera- 
tions beyond  their  ken  and  concern 

such  as  distribution)  determine 
the    success    ot    advertising,*'    and 

Some  leaders  o|  the  industn 
neither  appreciate  nor  comprehend 
the  revolution  in  selling  effected  1>\ 
h  at   least   insofar  as  it   has 

changed  the  rules  tor  success  in  the 
Beld  ot  p. ii  kaged  goods." 

is  lor  the  creative  effort  b)  m\ 
his  compam  's  \  ital  inter- 
est in  spurring  this  w.is  spelled  out 
bj  Lavin,  who  stressed  that  the 
writer  at  the  three  agencies  han- 
dling V-C  is  tree  to  tr\  anything 
because  we  do  not  dictate  a  pl.it - 

*  Tin  to  ,i  writei 

He   said   that    as   a   client.   "1    am 

nore  interested  in  good  w  liters  than 

in  good  writing.   I   know    that  the 

nh    difference    between    a    good 

copywriter  and  a  had  copywriter  is 


that    the    had    copywritei    always 
w  i  ites  bad  copj     \ i ii  1  I  h.i\ i    w 
enough    had    i  op>     presented 

\lhei  to  (   nl\  ii       to      demolish      the 

companj  thrice  i  a  ei 

Hut  he  reiterated  that  in  the 
case  ot  Ins  compam .  the  writei  is 
free  to  ti\  an)  approai  h  I  thmk 
this  liberates  the  writei  from  the 
t\  rann)  that  often  exists  w  ithin  an 
tgenc)  W  e  respect  the  w  ritei  .  .  . 
he  is  esseni i.d  to  g< »id  ad\ ertisin 

I  Hscussing  client  ageni )  relation 
ship.  I..i\  in  suggested  the  <  ardinal 
\  utile  m  this  should  be  forthright 
ness.    The   greatest    disservice   an 
agenc)  man  can  do  to  a  i  lient     he 
said,  "is  not  to  speak  his  mind  .  .  . 

w  hether    it    has    to   do    w  ith    billing 

personnel,  .u\\ ertising,  v*  h.it<\ i  i 

I  le  said  \  I '  holds  oothing  ba<  k 
from  its  agencies  <  hn  se<  rets  are 
their  scents.  \\  hat  we  ask  in  return 
is  involvement  in  our  affairs  and  in 

our   well. ire      \nd   we   want    this    m 

volvement  to  take  place  at  all  levels 
— the  management  level,  the  media 

le\el.  the  marketing  level,  the  1 1 


iice  level 

Hut    Lavin   rmpha.sizrd    that    tins 
involvement    is    impossible    il 
heads  ol  ag<  n<  ii 
,dl\  m\  ulved  m  I  ! 

iK  \      in  iii     relii 

ii    and    ti •< •    nun  h    i >■■    I- pv 
it  heli  mi    |x  ■  ipl( 
business  w  ith  i  lients." 

In  his  p,  rsonal  deal  ;.  the 

man 

s.ud     he    h.is     in  \.  i     experien 
'  hlimiiii  ss     ii.inkii.  ss     and    plain 

talk      and    le.  Is    this    is  .ill 

time  iinpK   .i  i  ommitmenl  t..  the 
person  addr<  ss.  ■.  I      \  i  ommitmenl 

to   ,i    .  h.  nt        I    i\  m    s.nd       i 

lining  all  .iu.- s  are  relu<  tanl 

make    I  he)  are  more  ii  i  in 

protecting  then  i  ommission 

I  he)  don  t  want  to  think  as  the 
c  lient  thinks  The)  don  t  u.mt  to 
share  Ins  problems.  The  end  resuh 
oi  this  attitude  is  tint  , 
a\  oid  leveling  w  ith  (  hints  The) 
don't  want  to  rock  the  b 

I.a\  m  offered  his  \  uu  s  List  week 
while  addressing  the  morning  » 


A  Day'  in  the  life  of  an  advertising  agency 

II.  i\ .     i   H  ippj    Da 
nP<  t  ill  da) .  w  itli  il  ■■ 
1  >« > r i ■»  1  ).i\   -  I  i(.  >;  pj 
press,  .mil  ii.Uion.il  n 
('  H  .  \.  t   \  p    |.u  k.  Rob< 


SPONSOR   22    mm    1963 


SPONSOR  WEEK  I  Advertisers  and  Agencies 


Food  mag  to  feature  special  recipe  on  tv 

At  pow-wow  to  plan  special  issue  of  Food  Merchandising  magazine  on  tv's  potential  as 
an  important  medium  for  grocery  products  arc  (  1-r  )  TvB  president  Norman  E.  Cash; 
Michael  J.  O'Connor,  exec  director  of  Supermarket  Institute,  and  Robert  E.  Famham, 
gen.  m^r. -editor  of  the  magazine.  The  special  issue  will  he  published  in  September 


sion  of  a  Creative  Workshop  in 
Chicago's  Edgewater  Beach  Hotel. 
His  talk  was  titled.  "The  Happy 
Marriage  Between  Agency  and 
Advertiser." 

J&J  realigns  agencies 

The  pnllont  of  N.  W.  Aver  from 
all  its  advertising  assignments  at 
Johnson  &  Johnson  because  ol  "sev- 
eral potential  product  conflicts"  has 
forced  the  drug  firm  to  regroup  its 
products  at  Young  &  Rubicam  and 
Bring  in  two  new  agencies —  Nor- 
man. Craig  c\  Kummel  and  Sullivan, 
Stauffer,  Colwell  c\  Bayles. 

Products  resigned  1>\  Aver  were 
\instin.  Liquiprin,  Dental  Floss. 
Medicated    Powder,    Band-Aid 


Brand  Plastic  Tapes  and  Medicated 
Plasters.  Y&R,  which  ahead)  hand- 
les several  Hand-Aid  products  in 
addition  to  Red  Cross  Surgical 
Products  and  Baby  Products,  has 
Been  assigned  the  additional  Band- 
Aid  hillings.  Young  6v  Rubicam  also 
remains  the  agency  of  record  for  all 
network  television. 

SSC&B  takes  over  Micrin  prod- 
ucts and  Johnson's  Bab)  Shampoo, 
Both  from  Y&R,  as  well  as  Medi- 
cated Powder.  Dental  Floss.  Aires- 
tin,  and  Liquiprin.  N('t\K  has  been 
awarded  Bi-Phasc  Two-Stage  \nt- 
acid,  a  product  Formerly  at  Yc\K. 
which  is  in  distribution  in  several 
test    markets. 


Share  of  drugs  hypoed 
by  mass  merchandisers 

Mass  merchandisers  are  grahhing 
a  significant  share  of  drug  product 
sales,  according  to  a  new  survey  by 
A.C.  Nielsen.  The  study  hegan  with 
a  list  of  4,066  potential  mass  mer- 
chandisers, Believed  to  Be  as  com- 
plete as  possible.  Of  these,  only 
1,751  qualified  as  true  mass  merch- 
andisers (minimum  10,000  square 
feet,  carry  at  least  three  merch- 
andise lines,  no  single  line  to  com- 
prise more  than  80^<  of  total  selling 
area,  and  possess  high  volume  and 
fast  turnover). 

Large  increase  shown 

Among  the  1,751  mass  merchan- 
disers, 1,650  handled  drug  products, 
accounting  for  an  estimated  annual 
volume  of  $750  million,  or  about 
9.5^  of  all  sales  in  drug  stores.  A 
comparison  with  the  previous  year 
revealed  the  number  of  outlets 
grew  by  37''  and  dollar  sales  bv 
25%. 

Of  the  1,751.  983  handled  food 
products,  with  an  annual  grocer] 
volume  of  SI. 2  billion,  or  approxi- 
mately 2.3%  of  total  grocery  sales 
of  $52.5  billion  in  conventional  out- 
lets. A  comparison  with  the  year  be- 
fore shows  the  number  of  outlets 
urew  by  40%,  but  grocery  sales  in 
dollars  were  up  72'  1 . 

Future  seen  uncertain 

Looking  at  the  growth,  the  Niel- 
sen report  concludes:  "There  no 
longer  seems  to  be  much  conjecture 
as  to  whether  mass  merchandisers 
are  here  to  stay,  or  doubt  concern- 
ing their  ability  to  help  themselves 
to  business  previously  held  by  more 
traditional  food  and  drug  outlets. 
The  future  extent  of  these  inroads. 
however,  is  still  most  uncertain 
Regardless  of  their  future,  some 
observers  feel  that  their  impact  on 
conventional  retailers  will  be  out 
of  proportion  to  the  share  of  busi- 
ness they  are  able-  to  obtain. 

Cobra  attacks  Corvette 

A  San  Francisco  ad  agency  has 
used  a  snake  bite  kit  to  administer 
a  good-natured  "jab"  at  their 
clients  opposition.  The  firm,  Fine-j 
frock,    bice  &   Goebel,  sent  emei 


11 


SPONSOR   22    |i  l  v    196! 


geiu  j  make  bite  kits  i<>  more  than 
><m)  (  .iIiIoiih.i  ( Ihevrolet  (  orvette 
spoils  car  om ners  and  race  'li Ivera 

IIm  ii  client  is  (  i>\ iiiti \  \li)idi 
(  ..i  s  ni  \\  alnul  (  ink,  dealei  foi 
the  Ford  powered  \<  <  lobra  spoi  is 
i  .11 .  aiming  .it  the  ( lorvette  domin- 
ated market. 

Each  kit  contained  .1  card  which 
read  ..s  follows:  "SNAKE  BITE 
KIT:  Administer  immediatelj  aftei 
Cobra  attack  Further  treatment, 
consult  Northern  ( California's  ( lobra 

sp.  •»  I  lllsts,      (  !i)\  cllt|\        MotOl       <      II  s 

.  .  .  Walnut  Creek,  Calif." 


Radio  ads  ignite  Cricket 

R     <is    liH     has  paid  tribute  to 
radio  i<l\ ei tising  fi n  the  phenomc 

11. il  success  in  sales  ol  its  low  p I 

(  1  h  kel  butani  pas  1  igarette  lightei 
w  hich  has  resulted  in  the  1  umpanj 
gaining  undisputed  sa  ond  plat  e  in 
tin     butane    gas    1  lightei 

market,  according  to  1  ce< 

\  p     I  Iciii  \     Bei  gei       \ ".'  in  \     foi 
(  m  kel    is    l'i  id  hard    \\  ood 

I  le  s.ml  tli.it  sim  e  the  lust  ol  the 
\  eai  (  1  i<  kel  sales  "li.i\  e  far  exceed 
c(!  c\  en  our  greatest  expe<  t.it s" 


mil  ■  .1   • 

\'n.  11.  .in   in. n  I  •  1    tint 

1  ' 

I   lli.it   tin      \m.  1  1  mini 

w  mild       n  sp-niil       l.i'.  I > ■  1 1 

when    tin     demand  !    tin- 

suppK      ill. nit  i    ' 

kn<  w   we  had  .1 

hi  I'm    s.ml   tl  1    the 

(  1  k  kit  has  pn  impted  Ins  a  >mpam 
to  .i<l«l   tin    I11-I11  1  priced    Flamin- 


No  business  like  clothes  business 


ONE  summer  day  a  few  years  ago,  a  fast-rising  actress 
paused  for  a  bridle-path  photo  in  Central  Park  with  a 
member  of  royalty.  The  actress,  Grace  Kelly,  soon  there- 
after walked  another  bridal  path  to  become  royalty  her- 
self. And  the  actor-model,  John  Rallo,  who  portrayed 
"King  Ballantine"  in  a  tv-slanted  promotion,  was  turning 
a  well-tailored  back  on  tv  dramatic  and  commercial  roles 
for  Ballantine,  Dentyne,  Camel  Cigarettes  and  others  to 
seek  a  new  career  as  owner-operator  of  retail  men's  wear 
stores  (see  photos  below).  Aware,  as  only  an  actor  can  be, 
that  clothes  make  the  man  on  Madison  Avenue,  Ralh 
opened  in  1960  what  he  calls  The  Gentlemen's  Resale 
Shop  on  Manhattan's  Lexington  Ave.  near  59th  St.  On  its 
racks  was  an  inventory  that  represented  Ratio's  gamble 
on  an  idea— that  admen,  executives,  talent,  salesmen, 
and  teachers,  among  others,  have  to  look  their  best  even 
though  their  finances  would  never  excite  Dun  &  Brad 
street.  The  clothing  was  "nearly  new,"  much  of  it  tai- 


lored by  top  custom  firms,  or  top  quality  endof  season 
items  from  "name"  stores.  Since  then,  Rallo's  business 
has  boomed.  He  has  opened  a  second  store  (Madison  Ave. 
at  84th  St.),  and  on  1  August  will  open  a  third  (Madison 
at  49th).  All  are  second  floor  walkups,  decorated  in  a  dis 
creetly  masculine  fashion.  If  the  stores  seem  concen 
trated  in  the  ad-agency  area,  it's  no  coincidence.  "What 
with  the  upkeep  of  a  house  in  the  suburbs,  two  cars. 
children  in  college,  membership  in  a  country  club,  a  boat, 
domestic  help  and  maybe  alimony,  an  adman's  salary 
doesn't  leave  much  on  which  to  look  well-dressed.' "  says 
Rallo.  "That's  where  I  come  in.  I  sell  to  guys  with  taste, 
but  modest  means."  Some  of  Rallo's  stock  comes  from 
performers  who  tire  quickly  of  their  wardrobes.  Other 
suits  and  jackets  come  from  dieters,  successful  and  un- 
successful. Minimum  value:  $100.  Rallo's  average  price: 
$39.00.  When  a  big  clothing  account  changes  agencies, 
Rallo  notes,  many  admen  house-clean  their  wardrobes. 


SPONSOR  22    11  i\ 


45 


SPONSOR  WEEK      Advertisers  and  Agencies 


Tv  is  top  drawer  at  furniture  store 

RETAILERS  generally,  who  have  shown  reluctance  to  use  tv  to  any  great 
extent,  should  check  Bill  Myers  of  B.  F.  Myers  Furniture  and  Appliance 
Store,  Goodlettsville,  Tenn.  During  1962,  his  first  year  in  the  medium,  the 
business  chalked  up  a  1,000%  increase  in  sales  and,  in  the  first  five  months 
of  1963,  showed  an  increase  of  800%  over  the  '62  increase.  Vehicle  of  the 
phenomenal  track  record  is  "Country  Junction"  aired  by  WLAC-TV,  Nashville. 
Beginning  with  three  spot  announcements  per  week,  following  much  per- 
suasion to  induce  Myers  to  use  tv,  the  success  has  piled  up  continually. 
Sales  records  of  98  years  standing  went  by  the  boards  with  the  first 
Saturday  and,  shortly  thereafter,  Myers  increased  sponsorship  to  three  days 
per  week,  in  addition  to  Saturday.  Before  tv,  he  had  nine  salesmen,  used  one 
warehouse  and  two  vans  for  delivery.  One  year  later,  there  are  43  em- 
ployees, five  warehouses,  and  12  vans  delivering  furniture  as  far  as 
Birmingham.  Sales  events  have  included  a  "Christmas  in  August"  sale,  the 
"Tri-State  Furniture  Fair,"  and  many  other  ideas  which  included  P. A.  tours 
by  Eddie  Hill,  the  "Country  Junction  star.  Coming  up  are  further  Myers  expan- 
pansion  of  store  and  warehouses,  and  a  100th  anniversary  sale.  "Country 
Junction"  itself  is  a  variety  show,  including  music,  news,  weather,  and  guest 
personalities.  Agency  for  the  sponsor  is  Dawson  &  Daniels,  of  Nashville. 


aire,  manufactured  in  France,  to  its 
butane  lighter  line,  as  of  the  middle 

of  August. 

High  spot  open  for 
Fair-fetched  ads 

Advertisers  angling  for  the  at- 
tention of  the  hordes  expected  to 
visit  L964-65  World's  Fair  — and 
willing  to  compete  With  potential 
pink  elephants — will  be  interested 
in  the  availability  of  40  ad  panels  at 
the  "Drinks-  \  r  on  nd-t  he-World" 


li. 


cocktail  lounge. 

The'  lounge  is  a  completely  glass- 
enclosed  elliptical  ring  situated  di- 
rectly beneath  the-  Top  of  the  Fair 

restaurant,  1:20  feet  above  the 
ground,  in  the  Tort  Authority  Heli- 
port and  Exhibit  Building.  It  oilers 
a  panoramic  view  ol  the  entire  Fair 
and  the  Manhattan  skyline.  The 
panels  are  around  the  inner  circle 
of  the  lounge1,  framed  and  built 
into  the  wall.  Each  panel  measures 
four  feet  across  and  40  inches  high, 
and  is  illuminated  from  the  back. 


The  cost  is  $15,000  per  panel  for 
the  two-year  Fair  period.  Officials 
are  interested  in  attracting  food, 
tobacco,  beverage,  fashion,  travel 
and  hotel  business. 

APPOINTMENTS:  The  Health  In- 
surance Institute  to  Foote,  Cone  & 
Belding  to  inaugurate  an  ad  pro- 
gram that  will  further  augment  the 
Institute's  public  relations  pro- 
grams .  .  .  Pfizer  Ltd.  to  Kenyon  & 
Eekhardt  Ltd.  .  .  .  Little  Yankee 
Shoes,  Fitehburg  Savings  Bank,  Jay 
Peak  ski  development,  and  Kear- 
sarge  Valley  Country  Club  to 
Weston  Associates  .  .  .  Deluxe 
Reading  Canada  Ltd.,  newly  form- 
ed subsidiary  of  the  U.  S.  toy  man- 
ufacturer, to  Cockfield,  Brown, 
Toronto,  for  Canadian  advertising 
Children's  tv  programs  will  be  main 
ad  vehicle  .  .  .  Inca  Pisco,  a  new 
product  of  McKesson  &  Robbins' 
Liquor  Import  division,  to  Kenyon 
&  Eekhardt  .  .  .  The  United  States 
— Japan  Trade  Council  to  Maurer, 
Fleisher,  Zon  &  Associates,  for 
special  public  information  projects 
.  .  .  Milton  J.  Wershow  Co  of  Los 
Angeles,  one  of  the  west's  largest 
industrial  auctioneers,  together  with 
Stiller-Hunt  account  executive  Fl- 
liott  Wolf,  to  Sanford  Weiner  .  .  . 
Bowman  Dairy  Co.  to  Earle  Ludgin 
.  .  .  Lincoln  Mercury  Dealers  Assn. 
of  Houston  to  Kenyon  &  Eekhardt 
.  .  .  Frantz  Manufacturing  Cd 
manufacturer  of  garage  doors  aiu! 
hardware  products,  to  The  Walter 
Agency  of  Davenport,  replacing 
Geyer,  Morey,  Ballard  .  .  .  Baker 
Boy  Bakeries  to  Enyart  &  Rose  Ad- 
vertising .  .  .  Berry  Industries. 
Birmingham.  Mich,  to  LaRue  & 
Cleveland  .  .  .  Kirk  Dayton  to 
Savage-Dow.  Omaha  .  .  .  Vmerican 
Home  Foods  division  of  American 
Home  Products  to  Richard  K.  Man- 
off  for  the  G.  Washington's  line  nt 
instant  broths  and  seasonings.  This 
is  the  second  brand  assigned  b\ 
American  Home  Foods  to  Manor! 
which  already  represents  Gulden's 
Mustards  .  .  .  Mid-America  Race 
w  avs  to  Stemmler,  Bartram.  Tsaki> 
&  Payne  .  .  .  Gourmet  Restaurants 
located  in  Disneyland  Hotel.  t< 
Brangham/Brcw  er/Hol/cr.  Lo! 
\ngeles  .  .  .  Scott  Paper  to  T.  Waltci 
Thompson  for  its  consumer  puMi 


SPONSOR   22    |tn 


i  ii\    effet live   August   I  \\  .iKIi 

F«»rcl.   Media    Pa     Vallej    Suppl) 
Co..    Bethlehem     and    TTie    Pen! 
house.   Philadelphia,  to  (  .  Robert 
Gruvei   Associates        smiili  Broth 
|n     Poughkeepsie     to    Pritchard, 
\N ood,  <  ll< ■>  tiv<    Septembei   J 

M  W  \(.l  \<  ll  S  Anothei  ne\n 
Los  Angeles  agency,  Adams  A  Mc- 
M. ill. in  Advertising,  has  open  ol 
0  West  Ird  Street,  with 
Bob  McMuhan  as  principal  and 
John  Adams  .is  .1  partner.  Phone 
numbei  is  I  M    1  -5258  Norman 

Laden  has  opened  an  ofiBce  .it  155 
Montgomery  Street,  San  Francisco 
Noun. in  I  aden  &  Associates  \\  ill 
pro\  ide  counseling  on  .ill  aspects  ol 
communii  ations 

BJ  M(.\  \ll()\:  Gardner  Adver- 
tising and  (lark  Brothers  Chewing 
Gum  have  severed  their  association 
Gardner  lias  pist  acquired  part  ol 
American  Tobacco  account  and 
wink-  no  direct  conflict  of  products 
exists  (lark  Bros  is  a  Philip  Morris 
division),  the  agency  felt  it  could 
not  "in  Hood  conscience,"  serve  two 
parent  tolucco  companies  The  ac- 
count had  been  with  Gardner  since 


\l  U  (,)l  ARTERS:  I  ..Hue  & 
Cleveland,  local  advertising  and 
marketing  agen<  \  lias  taken  over  .• 
two-ston    office  building  at    18930 

field  Road,  Detroit,  to  accom- 
modate its  grow  ing  business       Aftei 

irs  in  the  same  location,  the 
\eu  York  office  ol  Foote,  (  one  & 
Belding  has  moved  from  2  17  Park 
Avenue  to  new  and  larger  offices  at 
:<«»  Park  Avenue  The  Pan  Am 
Building 


XPANDINC:  Reuter  &  Bragdon, 

■fttsburgh,   has   absorbed   Carl    P 

Ku.ild   &     \ss,H  i.ites   and    new    ol- 

have  been  established  at  527 

tfadison    Avenue,   New    York    (  arl 

Oswald  will  continue  with  the 

is  \  ice  president  and  general 

?crol  the  \,w  York  office,  out 

>l  which  the  t\   and  radio  depart- 

will   operate  Dordick- 

laricese  (  o.,  ( :hi<  ago,  has  joined 

Tesba-Muench,  bringing  an  addi- 

ionaJ    $350,000    billings    to    P  M 

Ombined    volume    is   estimated   at 

lx>ut  $2,500,000. 


\l()\  l\(.    Fred  1     PhOlipa  to  vice 
president  and  at  1 1  tunl  group  m  in 
agei     Herbert   I     Grayson  to 
president  in  1  hat  ge  "I  men  h  indis 
Ing   and    prom  ition     St.   (  laii    1 1 
Dixon  to  produ(  Hon  <ln«  ( t"i    and 

(   et  il     M      I  Inn!     I  .  ,  11 

ti\ e   all  at  <  o< ipei    Strock  fit  &  an 
mil.  Milwaukee    Ml  were  fbi met h 
w  it  1 1    kl.ni  \  an    Pn  ti  1  som  I  >unlap 
Sandford  (    Smith  to  Kostoi  1  lilton 
(  lieslev  ( llifford  i\  Athei  ton  is 
president  and  a<  <  1  >unt  exa  utive 
\ V 1 1 1  i .1 1 1 1  \\.  Wilgus,  vice  president 


AVERAGE  HOMES 

DELIVERED 

PER  QUARTER 

HOUR 

(Feb.  March,  1963  ARB— 630  to 

10  p.m.) 

LINCOLN  LAND*      A 

(K01N  TV    KCIN-TV)     . 

61 .700 

OMAHA      A"    

63,800 
54.700 

OMAHA      B"     

54,300 

LINCOLN  LAND*    "B" 

23,600 
23.600 

LINCOLN-LAND*      C 

•Lincoln  HoiIpiji 

<<arinj 

and  in..'  •   Mm 

In  < n|     |      \\    ill.  I      I  In.ii,, 

i  iti    din 
partment      Robert     But  ban 

in. ii 

p.irtui.  |ohn  l     Ball 

Ruth 

|ones    •  ,|| 

•      and     station     i. 

isn.ii     ol  ind 

network  bu  both  radio  and 

t\ 

\\  alton   Purdom  I     vicr  pn 

ol   &  hies  \ 


YOU'RE  ONLY 

HALF-COVERED 

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


■■■■■«■• 

as. 


Lincoln -Land  is  now 
nation's  74th  TV  market!' 


:•: 


li  ilni  -h'i  lake  Ions  to  l<  ini  about  I  \ 
market!  in  Nebraaka  I  in  r.  an  !»••.  On« 
of     tin  in      I  Ini  ulii  I  and  wore 

ili. in  h.ili  tin-  birjrin|  powei  ••(  th<  >  niir.- 
itali . 

I  in.  ..in  I  and    i-    now    the    " Uh 
wuttktt  in  (Ac  I    s  .  baaed  on  the  average 
numbei    <>l    homn   ]« i    quarter   bom 
livered    bj     .ill    Hationa    in    the    market 

K<»l    N     I  \      K  «  -  I  N     I  \       ,|.  Uvi  r- 

homei  monthly     homei  thai  nat" 

for    an)    advertiser    i>ln>    wanta    t"    n 
Amerii  b'i   lop  mat  I 

\-l>       \\  .  r  \    k I.  I 

...i     Kill  \    I  \     k'.IN    I  \       t!  ■     •  i 

Baaii    '  BS  '  rntli  '   foi    i I 

and   Northern   K-m 

■ 


K0LNTV  KGINTV 


omam  to  •  m  >ofl  w»tti 
IMO  n    To»it 


OiAjaaii  ii   •   !••:■: J  B»fTt 
i»«»  n 


COVIti    IINCOINKNO-Nllltltl   I    OTXH    IIO    MAIKIT 
A  .  »>■->*■ 


'ONSOR   22    |.M     i 


SPONSOR-WEEK     Networks 


Chevy  revving  up  for  another  net  ride 


Only  Chevrolet,  DuPont,  and 
Kraft  will  be  underwriting  full-hour, 
regularly  telecast  network  shows  in 
the  1963-64  season,  with  Chevy's 
commitment  jnst  an  extension  of  its 
long-term,  uninterrupted  heavy  in- 
vestment in  the  medium,  beginning 
with  sponsorship  of  the  old  15- 
minute  Dinah  Shore  strip  in  1951. 
Next  season,  Chevrolet  will  be 
backing  in  full  the  hour-long  Bon- 
anza on  NBC,  and  have  half-  spon- 
sorship of  the  one-hour  Route  66 
on  CBS. 

Not  many  years  ago,  when  pro- 
gram and  sponsor  identification  was 
held  in  high  esteem  and  it  was  com- 
mon practice  for  big  companies  to 
underwrite  a  series,  Chevy's  spon- 
sorship of  Bonanza  would  have 
passed  unnoticed.  But  single  spon- 
sors of  regular  series  faded  away  as 
the  networks — pressed  by  60-min- 
ute  formats  and  rising  costs —  intro- 
duced the  magazine  or  multiple 
sponsorship  concept. 

Since  its  entrance  into  network 
tv  with  Dinah,  Chevrolet  has  had 
its  various  varietv  hours  hosted  on 


the  medium  by  such  stars  as  Shirley 
MacLaine,  Shirley  Temple,  Ethel 
Merman,  Bob  Hope,  Nanette  Fa- 
bray,  Betty  Hutton,  Edie  Adams, 
Tom  Ewell,  Box  Bogers,  Keely 
Smith,  Anna  Maria  Alberghetti, 
Louis  Prima,  Janet  Blair,  John 
Baitt,  Art  Linkletter,  Giselle  Mac- 
Kenzie,  Jane  Powell,  Andy  Wil- 
liams, and  Walter  Slezak. 

Big  as  that  list  is.  Chevy's  ad 
agency,  Campbell-Ewald,  points 
</iit  it  represents  only  a  small  seg- 
ment of  the  auto  company's  total 
involvement  in  tv.  There  was  the 
major  undertaking  of  104  Sunday 
evening  hours  hosted  by  Miss 
Shore,  who  virtually  became  synon- 
ymous with  Chevrolet  in  their  12- 
year  association.  Chevy  also  under- 
wrote Treasury  Men  in  Action,  the 
Pat  Boone  Show,  Crossroads,  and 
Fred  MacMurray's  My  Three  Sons. 

Looking  ahead  to  "63-64,  Chev- 
rolet notes  that  Bonanza — first  one- 
hour  series  to  be  filmed  in  color 
specifically  for  tv — has  seldom  been 
out  of  the  top  five  since  it  moved 
it  from  Saturday  to  Sunday  evening 


Buckling  down  after  10  years  on  the  job 


Dun, ild  II.  McGannon  (r),  president,  and  Roland  V.  Tooke,  exec  v.p.  oi  Group  W, 
present  Harold  C.  Lund,  v.p.  oi  KDKA  (AM  <.\  TV),  with  a  gold  engraved  belt  buckle 
t <>r  ten  years  with  Westinghouse  Broadcasting.   Lund  is  actuallj    near   13-year  mark 

48 


three  years  ago.  Also,  Bonanza's 
1962-'63  season  was  not  only  its 
most  successful  In  the  U.S.,  but  also 
internationally.  It  has  also  reaped 
many  kudos  and  awards,  in  addi- 
tion to  being  voted  most  popular 
show  two  successive  seasons  by  TV 
Guide. 

Route  66,  which  is  currently 
shooting  in  the  Minneapolis  area 
alter  having  completed  lensing  as- 
signments in  Florida  and  Colorado 
for  next  season,  is  one  of  the  tew 
series  filmed  entirely  on  location. 
Chevrolet  feels  that  6'6'  gains  tre- 
mendously in  believability  and  im- 
pact from  realistic  backgrounds  and 
fresh  faces  of  ordinary  people  who 
appear  as  extras  during  its  travels. 

NBC  closed-circuits  plans 

NBC's  203  affiliated  tv  stations 
were  given  a  look  at  the  network  s 
plans  for  advertising,  promotion, 
and  publicity  of  next  season's 
schedule  last  week  in  a  special,  45- 
minute  closed-circuit  colorcast  set 
up  as  a  result  of  requests  by  promo- 
tion managers  who  had  viewed  the 
presentation  previously  at  regional 
seminars  in  New  York,  Chicago, 
New   Orleans,  and  San  Francisco. 

Highlights  of  the  plans  are  the 
sixth  annual  promotion  managers 
contest,  the  NBC  Star  Parade,  a 
weekly  press  conference  with  an 
NBC  star  via  closed-circuit  tv.  the 
annual  Personally  Yours  tour,  the 
largest  photo  mailing  in  the  NBC 
Press  Dept.'s  history,  extensive  tele- 
phone interviews  for  the  press  with 
NBC  stars,  plus  broadcasting  "I 
new  60-second,  20-second,  and  10- 
second  on-air  promotional  an- 
nouncements as  well  as  print  adver- 
tising. 

Monroe  Auto  sparks 
CBS  TV  sports  sked 

Making  its  initial  swing  into  net- 
work tv,   Monroe   Auto  Equipment 

Utkin-Kynett,  Philadelphia  I  is 
sponsoring  the  ten-minute  pre- 
Came  show  which  precedes  each 
Sunday's  baseball  (lame  of  thi 
W  eekon  CBS  TV.  A  heav\  spot  tv 
advertiser,  Monroe  seems  also  to  In 
developing  an  afnnit\  lor  national 
tv  sports,  with  plans  call  for  similar 


SPONSOR 


J1   M 


Happy  Birthday  "To  Mitch— the  Greatest" 

\\  In  -it  tin-  r.ist  .11  ul  crew  ill  NBC  TV's  "Sing   Uong  with  Mitch"  stag<  ■  !   i  giant  birthda) 

party  on  the  stage  of  Brooklyn  Studio  One,    tin  bearded  oni     received  i  gold  ney  clip 

from  tin  in.  presented  l>>   Reid  R.  Davis,  \H(    facility   manager  .it  the  network  studios 


■ponsorship  linked  to  NCAA  Foot- 
ball games  when  the  baseball  sea- 
son ends. 

The  present  schedule  is  on  behall 
i>l  Monroe-Matic  slunk  absorbers 
and  Load-Leveler  stabilizing  units 
National  coverage  is  being  supple- 
mented tn  the  IT  major  league  cities 
where  Game  of  thi  Week  is  blacked 
ODt  by  participation  in  similar  local 
shows  covering  home  team  appear- 
ances Monroe  is  no  stranger  to  air- 
media  sports,  though  this  is  the  first 
I  network  t\  venture.  The  compan) 
has  been  and  w  ill  continue  as  spun 
sor  ol  Hill  Stern's  dath  Sportsreel 
over  the  150-station  Mutual  Broad- 
casting System  radio  network. 
Budget  tor  the  CHS  TV  hn\  is  over 
and  above  what  Monroe  spends  in 
other  media  which  include,  in  addi- 
tion to  MBS,  consumer  and  trade 
maca/mes 

SALES:  Lehn  &  link  Products 
(orp.  Geyer,  Morey,  Ballard) 
bought  into  nine  NBC  TV  1963- 
M  nighttime  programs — including 
iwp.c,  thus  becoming  the  pro- 
grams ninth  sponsor  .  .  Wynn 
)il      l.rwin     \\.ise\.     Huthrautl     & 


Ryan  bought  a  quarter-sponsorship 
o|  VBC  Radios  heavyweight  cham- 
pionship   fight     tonight,    22    Jul) 
10:05  p  in  Georgia-Pacific 

Corp.  McCann-Erickson  and  Mon- 
roe Vnto  Equipmenl    Utkin-Kynett 

w  ill  sponsor  \  /  /    Highlights,  a  new 

show  on  NBC  TV  Saturdays  5-5  i(| 
p.m.)  during  the  1963  NFL  season. 
starting  2\    September   ,   ,   .    Bing 

Crosbj    will   star  in   an   I r-long 

musical  variety  special  on  7  Nov<  m- 
ber  i1)-  Id  pin  on  ( IBS  TV  spon- 
sored bj  I. ewer  Brothers  and  Pon- 
tiac.  HudcK  Ebsen  ol  Thi  Beverly 
Hillbillies  will  guest  stai  Return 
to  Oz,  a  lulh  animated  color  filmed 
Feature  musical,  will  be  among 
set  us  ol  fantas)  specials  to  be  pre 
sented  various  Sundays    5-6  p.m 

on    \  H(     TV    under   sponsorship   ul 

General  Electric. 


MOVING:     \rthur    Salzburgh 
manager  of  research  foi   \H(    Radio 
and   W  ill  lain    \.   (  ummings   ' 

count   e\ec  utl\  e 

Robert  Norvet  to  the  new  post  ol 
genera]  manager  ol  film  operations, 
(  BS   l\    Hollywood 


YOUR 
MONEY 

IS 
WORTH 
MORE 


TAMPA 
ST.  PETERSBURG 


Y  rtisinj        liar 

on    WSUN5TV 

th< 


WSUtHV 

Tampa   -   St     Petersburg 

Noll     B»p     WNAID     ic- 
s   t    •■ 


SPONSOR 


1 1  w    I  !><">:< 


what  has  an  eye^LpaU 


Y)  do  with  you  ? 


Two  things. 

One— it  points  out  how  brilliant  a  job 
advertising  can  really  do.  Two — it  proves  that 
the  advertiser  who  does  it  generally 
winds  up  with  the  business. 

The  moral  is  obvious. 

Which  brings  up  two  things  more. 

One    there  are  some  7500  men  and  women 
involved  in  the  purchase  of  national  spot. 
Of  this  number  -the  top  2000  control  over 
95%  of  the  total  business.  We  call  them 
the  "influential  2000".  The  most  economical 
way  to  pre-sell  this  "influential  2000"  is 
via  a  schedule  in  SPONSOR  because  SPONSOR 
has  the  greatest  penetration  of  influence 
with  this  "influential  2000"  of  any  book 
in  the  broadcast  field. 


Two— give  your  ads  a  "patch"  of  individuality. 
Without  it — the  page  you  buy  is  empty. 
With  it— you  can  spark  a  purchase,  increase  a 
schedule,  motivate  a  new  appraisal,  change 
a  buying  pattern  and  build  your  station's 
volume  every  year. 


SPONSOR 

THE     WEEKLY     MAGAZINE     TV    RADIO    ADVERTISERS    USE 


SPONSOR  WEEK  I  Stations  and  Syndication 

WABC-TV  in  new  live  &  local'  look 


\V ABC-TV,  flagship  for  ABC, 
kicked  off  a  series  of  o-o  previews 
of  fall  programing  plans  last  week 
in  New  York's  Plaza  Hotel  amid  re- 
ports of  good  response  by  adver- 
tisers and  agencies  to  the  upcom- 
ing schedule  geared  to  a  "new  live 
and  local  look"  for  the  station. 

Sales  chief  Dick  Beesemyer  said 
all  programing  in  the  local  schedule 
is  being  sold  on  a  participating 
basis,  except  for  Death  Valley  Days, 
already  moved  over  in  a  Saturday 
evening  slot  from  WNBC-TV  by 
U.S.  Borax,  and  a  number  of  clients 
have  already  locked  up  their  buys 
for  the  15  September  start.  The 
minutes  are  on  a  rotating  plan. 

Host  at  the  N.  Y.  session,  at- 
tended by  the  general  managers  of 
the  other  four  ABC  o-o's  in  addi- 
tion to  some  1,200  top  agency  and 
client  execs  and  press  reps,  was 
John  O.  Cilbert,  newly  named  v.p.- 
gen.  mgr.  of  the  flagship. 

He  revealed  that  WABC-TV  has 
entered  into  an  agreement  with 
David  Susskind  for  the  production 
of  a  minimum  of  six  live  entertain- 
ment specials  for  next  season,  and  is 
presently  negotiating  with  other  in- 
dependent  producers   to   lens   "im- 


portant" live  specials  for  nighttime 
presentation. 

Other  new  live  programs  include 
a  daily  one-hour  morning  service 
show  for  women;  a  daily  college- 
level  course  of  study  in  cooperation 
with  a  local  university;  a  series  of 
five-minute  newscasts  throughout 
the  morning  and  afternoon;  a  night- 
ly discussion  program,  and  continu- 
ance of  on-air  editorializing  by 
Gilbert. 

WABC-TV,  one  of  the  leaders  in 
the  move  to  one-hour  newscasts, 
has  also  revealed  it's  cutting  its 
segment  back  to  a  half-hour,  in- 
cluding 15  minutes  of  network  and 
15  of  local.  All  told,  however,  the 
station  this  fall  will  be  offering  a 
total  of  76  individual  newscasts  per 
week. 

In  the  entertainment  area,  said 
Gilbert,  his  station  has  grouped 
specific  programing  into  a  90-min- 
ute  evening  segment  titled  The  Big 
Show.  From  5-6:30  each  day,  this 
will  include  feature  films  and  vari- 
ous syndicated  series,  highlighted 
by  the  first-run  of  The  Lee  Marvin 
Show  on  Fridays.  A  late-night  of- 
fering, from  11:20  on,  will  be 
Broadway,  consisting  of  first  tv  run 


Execs  gather  for  preview  of  web,  local  fall  plans 

Among  the  1.200  key  ad  agency,  client  execs,  and  press  reps  attending  last  week's  UBC 
o-o  I. ill  programing  preview  hosted  in  N.  Y.'s  Plaza  Until  b>  WABC-TV  were  (1-r)  Tom 
Lynch,  of  Young  c\  Rubicam;  Angela  Nicolais,  Cunningham  &  Walsh;  Harry  Mulford 
and    Martin   Shapiro,   WABC-TV   sales,   and    Rich    Busciglio,   Cunningham   <S.    Walsh 

52 


feature  films  pre-empted  at  regular 
intervals  by  "live"  entertainment 
such  as  an  off-Broadway  play,  a 
night  club  review,  a  one-man  show, 
or  a  jazz  concert. 

Gilbert  said  all  these  innovation! 
coupled  with  ABC's  fall  lineup, 
should  make  this  season  one  of  the 
best  for  the  flagship. 

Meantime,  o-o  KGO-TV  in  San 
Francisco  adopted  a  McHale's 
Navy  theme  for  its  preview,  hosting 
more  than  200  ad  execs  and  press 
reps  on  a  Bay  cruise  from  Fisher- 
man's Wharf  to  Tiburon  aboard 
"PT  7"  (better  known  as  Harbor 
Queen).  "Admiral"  of  the  presen- 
tation was  v.p.-gen.  mgr.  David  M 
Sacks,  who  guided  everyone  to  the 
Tiburon  Playhouse  to  view  the  pres- 
entation, and  to  The  Dock  restau- 
rant for  lunch. 

Attending  the  preview  sessions  ir 
addition  to  Gilbert  and  Sacks  wen 
WBKB  (Chicago)  v.p.-gen.  in 
Sterling  C.  Quinlan;  WXYZ-tJ 
(Detroit)  v.p.-gen.  mgr.  John  F 
Pival,  and  KABC-TV  (Los  An 
geles)  v.p.-gen.  mgr.  Elton  H.  Rule 
plus  other  o-o  and  network  execs 

7  Arts  sales  soar 

A  banner  year  for  the  domestic  t 
distribution  arm  of  Seven  Arts  Pit 
ductions  Ltd.  saw  a  sales  tallev  C 
S14.739.109  for  the  fiscal  year  end 
ing31  January  1963.  Sewn  Arts  V 
sociated  pulled  in  the  added  Si! 
339.991  over  the  previous  vear 
$12,199,118  largely  from  the  21 
Warner  Bros,  and  20th  Centun  -F< 
"Films  of  the  50s." 

Here's  a  breakdown  on  the  distr 
bution  pattern  of  the  post-1950  fe) 
tines:  volume  1  went  into  distrihi 
tion  in  October  1960  and  was  so 
in  131  markets;  volume  2.  release 
in  May  1961.  was  sold  in  106  ma' 
kets;  volume  3.  released  in  Januai 
1962.  was  sold  in   88   markets.  \. 
nines   1  and  5,  released  in  Septei' 
her   1962.  were  sold   in  53  and 
markets  respectively.  Other  produ 
contributing  to  the  sales  peak: 
one-hour  tv  concert   specials;  fo 
new    series  including  The  Emtru 
Kelly  Slunr,  a  series  of  39  half-ho 
children's  programs;   En  France, 
series  of  26  half-hour  French  la 
guage     entertainment  -  instruct! 

SPONSOR   22    ]vv\    IS 


films   si. 11 1  ing    I  >.i\\  n     \d(l.iiiis      \/,/ 

Iwliti  Jackson  Sing*,  .1  series  "l  82 
h\>  minute  programs,  .mil  I  < 
mi ies    1  t    85   one  minute    1  omed) 
sketches. 

Parent  <  ompanj  s< -\  en  irts  Pi 

dm  tions  reports  total  revenui    f<  1 

tli.    lis,  ..I  year  d  $19,407,905  with 

earnings  ol  sl  705,793 ai intingto 

s|  (is  pei  share  I  Ins  (  ompares  to 
tlw  pn  \  ions  \  eai  s  total  revenue  <>t 
S 1  :>.  mmo.sT  i  with  earnings  ol  $1,100,- 
.VY>  .mn  Mint  mi;  to  85  cents  per  shar< 

\i  1  enting  the  selling  strength  <>t 
ili<     I  1  tins  ui  the  50  s.    Se\ en   \i ts, 
iroim  idciit.ilK  .tin i< Minced  its  acqui 
sitinn  ..I  2JS  .nKlitinii.il  20th  den- 
tin    1    \  lilins,  including  103  Post 
ilS's   sin  li   ,ts     Hns   Stop'    and    Ah 
cdiic  (..ms  td  (  (illc'^c. 

Station  spawns  newspaper 

IK  ing   in    (In-   face   ol    tradition 

>\lmli   finds   so   man>    newspapers 

is  originators,  owners,  and  or  oper- 

itors    ol    Inn. uK  asting    companies, 

A  \  MC,  \lt.  Carmel,  acting  to  lill 

in  editorial  void  in  the  community  . 

i\  <  n  birth  to  a  weekl)  tabloid 

billed  "Midweek."  John  F.  Hurlbut, 

(resident  and  general  manager  "I 

be    station,    is    publisher    and     \ 

Philip    Tot. mi.    sales    manager    for 

\  Y\|( '.,  w  ill  be  general  manage] 

The  newspaper  will  be  managed 
ml  sold  entireh  separately  from 
he   broadcasting    operation,    with 

ofani  working  full-time  as  uciiit.i1 
nanager.  Hell  be  replaced  .it  the 
tation  In  John  R.  Hibbard,  pres- 
ntK  account  executive  .it  W  I  .!'(  ). 

n  lie.  Hurlbut  was  former!) 
[resident  ol  the  Broadcast  Promo- 

"ii    \ssii.  .(ml  was  promotion  ili- 
of   the   \A  FBM    stations   in 
J  Indianapolis. 

Vd  budgets  seen  gauge 
f  how  consumers  spend 

When  there  arc  more  dollars  to 
tend,  w  here  arc  the)  spent  ?  1  lain 
"\ik.  general  manager  ol  Negro- 
iented  WLIB,  New  York,  figures 
Ivertisers  pro\ide  a  good  criterion 
■since  m\  budgets  arc  geared  to 
itking  those  dollars  via  retail  sales. 
,  comparison  of  Ins  present  L963 
ients'  roster,  to  date,  w  itli  that  for 

ntire  year  1961 — in  terms  ot 
oduct  fields — reveals  this  iim- 
•un  lor  the  Negro  Community  ot 
reater  New   York: 

r  and  alwve  food  (ad  budg- 
N     were     particularly     increased 


foi   packaged  and  processed  I Is 

baked  gOI  'ds    and  In./eii  items     .  I  li. 

fields  ln<  reasing  theii  si  hedules  In 
ordei      wen     appliam  • 

<  ||  itlnii  M.       I. lands 

JT  -    more  time  used  t.>  mu  i<  . 
additional   brands  added   1. .  .  opj 

lineup        beers      25  suit     dunks 

is.        tin  niture       IT  autos 

15         ■    -Mi.  ih  s     11         and  m. 1 

tion   |)ii  tuns      I  . 

\u\  ik  noted  this  comparison  ma) 

DC     mdii  ati\  e     ol      natn  'iial      N( 

(  .  immunit)  bus  ing  trends  sin<  e  the 
( Ireati  1  \  "i  area,  vt  itli  annual 
consumei  income  now  in  ex<  ess  ..| 

^J  25  billion  and  highest  m  Inst,  n  \ 

represents  1195  ol  the  national 
total. 

"Good  Guys"  warm  up  to 
pinch  hit  with  Bunnies 

Big  sporting  evenl  tins  week  will 
be  the  25  |uK  confrontation  ol  the 

\\  MCA,  Nevi    York,  "< d  Guys" 

softball  team  and  the  Playbo)  Club 
Bunnies.  The  s<  ene  \a  ill  be  ( lentral 
Park  and  on  the  mound  for  the 
"( lood  (  .ii\  s    will  be  "1  )and)    I  )an 

Darnel. 


li..     gam<      ■   ■ 
ha>  e    "It.  n 
llur.    1 1  , 1 1 ,     n     ui    litt  im  I  ■ 

Mil.  Ik  I     I.  •  •  .ml    all 

D  m  in.  nib.  1  of  thi    1  • 

111.  s    troop    but    program   din 
R      ih     \|.  it 

(  ham  es  an  the  cottontails      • 
Bunnii  5    ears   w  ill   pa  k   u| 
the)  l<  .in  that  >ln    ■•  1  I 
played  third  b  klyn 

I  >    Igei      <  ..lb.  hmI.iI.    squad 
|. lining  \\  \\(    \ 

Spiegel  helms  researchers 

1 1. 11  \  1  \  Spiegel    vici    1  11 ■ 
research    foi     the     I  \  li 
I  [<  in  \   Brennei    president  ol  II 
I  ■  -.hiiL;  Institute  rVQ    is  pn  sident 
..I    the   Radio  and    television   Ri 

s.  .ik  li     (    Him.  i|       ||.      takes    ..111.  .       I 

Vugust  foi    1  year's  term 

The  <  ouni  il    .1   Jo  !   or- 

ganization l. iiin.d  tu  further  the  In 
t.  irmal  disi  ussii  >n  "I  br<  iad< 
search  problems,  lias  60  a<  rive  and 
25   hi  m<  .1.11  \    ui.  ml..  1  s    ( itli.i 
Beers  elected  were  Di    Phili]  1  I 
berg    president  "I   Motivati  1     \ 
al\  sis     vice    president    and     \  • 


^AVE 

%2^2LRE 


g 


INVARIABLY 


WT1 


^^FFECTIVE 

ZWU  NIC 

BOTH  REPRESENTED  BY  THE   KATZ   AGENCY 


ON 


NSOR  22    1 1  in    1963 


SPONSOR-WEEK 


Stations  and  Syndication 


U.  S.  a  classroom  for  Japanese  broadcasters 

Officials  of  Tokyo  Broadcasting  recently  toured  Straus  Broadcasting  hqs.  at  W'MCA. 
N.  Y.,  while  observing  radio-tv  in  U.  S.  L-r  are  TBS  radio  prod.  dir.  Taneki  Inada;  Mrs. 
Frank  Prout  of  TBS'  office  in  N.  Y.;  Straus  secretary-director  Roger  \V.  Turner;  TBS 
radio  news  dir.  Kuniomi  Shimazu;  Chusaburo  Watambe,  mgr.,  radio  sales  research-plans 


Gibson,  sales  development  vice 
president  of  H-R  Representatives, 
secretary-treasurer. 

Pioneers  open  roster 

The  Broadcast  Pioneers  has 
amended  its  constitution  to  widen 
the  eligibility  list  for  membership. 
The  new  regulation  permits  those 
to  join  who  have  had  20  years  of 
association  with  the  radio  industry 
at  the  time  of  application,  or  who 


<«NF( 


have  been  associated   with  the  tv 
industry  prior  to  1  August  1953. 

Officers  of  the  Pioneers  who  will 
serve  to  1  July  1964  are  Ernest  Lee 
Jahneke,  Jr.  (NBC),  president: 
Robert  J.  Burton  (BMI),  1st  v. p.; 
Joe  Baudine  ( YVestinghouse  Broad- 
casting) and  Ben  Grauer  (NBC), 
v.p's;  Raymond  Guy  (consultant), 
secretary,  and  Robert  J.  Higgins 
(BMI),  treasurer.  In  addition,  new 
directors  have  been  elected  as  fol- 


Shades  of  the  Roaring  20s,  a  Charleston  Contest! 

Providence's  WJAB  turned  back  the  dock  recent!)  with  a  Charleston  Contest  it  spon- 
sored in  conjunction  with  the  annual  old  fashion  days  promotion  of  the  downtown  shop- 
ping area,  adding  color  l>>  dressing  in  striped  blazers  and  howler  hats  were  WJAR 
d.j.'s  Sherm  Strickhouser,  Dick  Wood,  .m<l  Gene  DeGraide,  who  joined  in  the  contest 

■>l 


lows:  Robert  Coe  (ABC),  Waltd 
M.  Erickson  (Grav  &  Rogers 
Phila.  ),  Arthur  Hayes  (CBS),  Paul 
Mowrev  ( tv  consultant ),  and  Ward 
L.  Quaal  (WGN,  Chicago). 

Also  designated  were  new  officers 
and  directors  of  the  Broadcasters 
Foundation,  with  Jahneke  named 
interim  president  to  fill  the  post  of 
the  late  Arthur  Simon  (Radio-TV 
Daily).  V.p.  is  Charles  Alicoate 
(Radio-TV  Daily);  treasurer,  Rob- 
ert Higgins  (BMI);  secretary,  Kd- 
ward  Benedict  (Triangle  Broad- 
casting). Directors  are  Jahneke, 
Burton,  Higgins,  Guy,  Coe,  Hayes, 
Quaal.  Charles  Godwin  (MBS), 
and  D.  L.  Provost  ( Hearst  Badio- 
Tv). 

SALES:    Seven   52-week   contracts 
head   the   list   of  WCCO,   Minne- 
apolis-St.    Paul,    program    sponsor- 
ship renewals.  They  are  Milk  Foun- 
dation,    Farmers    and     Mechanics 
Savings  Bank,  Fund  Bros.  Seed  Co., 
Minneapolis     Savings     and     Loan 
Assn.,    Monarch    Chemicals.    (  y's 
Men's  Wear,  and  DeLaria's  Kitch- 
ens .  .  .  The  Frank  Howard  Clem- 
son  Football  Show  which  will  orig- 
inate  on   WSPA-TV,   Spartanburg, 
and  be  carried  on  four  other  sta- 
tions,   sold    to    Duke    Power    Co., 
South  Carolina  Electric  &  Gas.  and 
Carolina  Power  and  Light  .  .  .  New 
contracts     for    KWKW,    Spanish- 
speaking   station    in    Los   Angeles, 
include  Pall  Mall,  Unimart,  S&ffl 
Green    Stamps,    Monticello    Drug, 
and    Gold's    Clothing    Store    .    .    . 
American  Airlines  sponsoring 
Music  'Til  Dawn  on  WTOP,  Wash- 
ington,   D.C..    Monday   nights 
through  Sunday  mornings,  between 
the  hours  of  11:30  p.m.  and  6  am 
.  .  .  WERE.  Cleveland,  will  again 
broadcast  the  full  14-game  regulai 
season   schedule   of   the   Cleveland 
Browns  National   Football    l.eagut 
games,  phis  si\  pro-season  exhibitioi   j 
games.  Sponsors  are  Carling  Brew 
ing,  Standard  Oil  of  Ohio.  House 
hold    Finance.    The    Giant    Tiger; 
Stores   of   Cleveland.    WERE    wil 
also  be  the  flagship  station  of  a 
station  Brown's  network  cxteiulin 
throughout      Ohio.      Pennsylvao 
New    York,    Massachusetts,    Wes 
Virginia,  and  Indiana  .  .  .  Libei 
Mutual  Insurance  Co.  (BBDO   ■"" 

SPONSOR  22  july  196 


Peli  &  (  o.    S    l     ZubroM     have 
purchased  .1  m\  pai  t    1 1  long  se- 
ries "I  documentary  specials  span 
ning  (lie  \iiui  u  .in  .mil  mill  nation 
.il  scenes  from  \\  orld  N\  ai  I  to  the 
presenl    histoi  ical    pei  iod,    w  hi<  li 
UNY    \,  u     York,    vv  ill    televise 
Dionthl)    beginning   in    November. 
[The  programs  are  From  the  work 
shop  ol  I  ).i\  id  \\  olpei 

01  IMI  PI  1  PROMOTION:  In 
5th  .iniii\  ersarj  j  ear,  the  n  an 
kee  Network,  lik<  I  ( leneral's  chain 
ut  |0  radio  stations  in  si\  New  Eng 
land  st. tics,  has  undertaken  an  ex- 
tensive promotion.  Over  1 . i2< K )  ol 
tin-  nation's  leading  advertising  ex- 
ecutives and  tiiiu-  buyers  will  re- 
eeh  e  .1  colorful  red,  w  hite,  and  blue 
"Yankee  Fact  File"  folder  in  w  hich 
to  keep  .ill  the  Facts  on  the  Yankee 
Network.  The  mailings  include  .1 
letter  From  "i  ankee  president  \\  il 
li.un  M  Mc(  lormick,  «  itli  the  fi I* • 
(older,  .1  station  m.ip.  .Hid  the  h>l- 
bwing  Fact  sheets:  the  Yankee  Net- 
work news  service;  the  market. 
penetration;  a  loud  success  story; 
a  spri  1.1I  entr)  blank  For  a  contest, 
limited  to  those  receiving  the  mail- 
ing, ti>  Follow  up  with  prizes  on 
Yankee's  actual  annh  ersarj ,  Colum- 
bus Day,  12  October. 

\i  W  (  \I.I.  LETTERS:  KVIP-TV, 
Redding,  Calif.,  now  using  the  let- 
Ms  KRCR-TV  n\  MGO  has 

placed    letters    WDOB    on     1570 

©cycles  m  ( lanton,  Miss  and  the 
ation  has  inmed  From  the  outlj  ing 
a  to  doM  iitnw  n  and  into  a  COm- 
tetelj  redesigned  building  with 
ill  new  broadcasting  equipment 
Deluding  a  Collins  Transmitter. 
tograming  has  been  reworked 
nto  an  all-famil)  tormat.  including 

s  and  weather.  Farm  and  home. 

immerce  and  industry  reports. 
egislative  items,  sports  and  local 
i\ities.  Sundaj  morning  group 
inging,  beaut) .  Fashion,  child  care 
imil\   and  health,  etc. 

.1  \l()  I  IS  \l()\  1  MOTORS: 
N  I  II..  Scranton,  Rot  Rood  results 
"r  Moore  Ford  (  ompany.  Station 

nroadcast     lour    three-hour    remote 

programs  From  the  dealer's  storage 
\  week-long  saturation  sched- 
le  ol  announcements  w  as  used  in 
onnection  with  the  broadcasts  and 
station  personality  pro\  ided  ham- 
pond  organ  music  on  loc  ition.  Re- 
lit; total  sales  in  lour  <.\.\\  s  wei 


new    i  ai  s.    si\    new    tTUClU      15    used 

I  .lis 

oi  I   tu;o\i)\\  v1!  BOWS  <>n  in 
Nev»    program   Fan    Foi    the   m.iss 
medium  of  t>      it  least  in  Ne\*  York 

stems  to  be  the  satin-  studded 
.ill  lie.it  le\  lew  s  w  hull  pn  \  iousl) 
stuck     cloSC    to    mtelleetil.il     ghettos 

like    Greenwich    Villagi      WPIX 

New      ^  hi  k       W  ill     telex  isc     .i     special 

tw cp  houj  program  i  ailed   /  //.    l'i< 
mist  .  .!<•  | * ■  1  \    9-11   p  m     I  he  pro 
gram  w  lm  h  w  ill  be  introduced  and 
hosted  lw  David  Susskind,  features 

the     entile     i  .ist      oi      the     show 

n\  M  \\-l\  has  scheduled  the  first 
lull  In mii  t\  version  oi  Sei  ond  ( 'ity 

1 1  |uly,  8-9  p. m    I  In    transplanted 

off-BrOadwaj    show,   to  be   repeated 
on   I    August,  w  ill  also  be  i   in  it-d  on 
hoth  dates  l>\   Metropolitan  Broad- 
casting Television's  VVTTG,  Wash 
ington,  1 1 1 

BACKCROI  Nl)  Ml  SI<  :  (  apitol 
Library  Services,  Los  Vngeles,  ol 
fering  a  new  background  librar) 
called  Production  Musk  Series 
(PMS).  It  classifies  musu  b)  < ate 
gorj .  rathei  than  the  usual  S)  stem 
ol  individual  title,  and  is  offered  <>n 

I  I  LP,  33%  double-faced  discs,  con- 
taining 25 1  different  sele<  tions 
Price    is    ^s")    ( lategoi  ies    include 

sports  and  metro,  news  and  indus- 
trial,  last    activities,   show    husiness. 

documentarj  marches,  scenics,  light 
and  happ) .  etc. 

POWER  BOOST:  KETO  (FM)  has 
moved  its  transmitter  site  on  ( lougai 

Mountain.  Seattle.  mh\  installed  a 
new  fampro  S-ba)  antenna  on  its 
new  I  I1)  foot  tower.  This  increases 
station's  effective  radiated  power  to 
to  kw  from  IT. 7  kw . 

SKA  ON:  w  I  MP  I  M  .fficiali) 
went  on  the  air  earlier  this  month, 
broadcasting  daily  from  8  a.m    to 

12  midnight  on  99.1  megacycles  .-t 
lull  power.  25  kw  Ml  am  programs 
are  being  duplicated,  including  the 
Milwaukee  Braves  baseball  games 

II  UTN  \N\l\  I  RSART:  Philadel- 
phia's oldest  continuousl)  sponsor 
ed    tv    serii  ;  ision    Kit<  hen, 

marks  an  important  milestone  in  its 
long  video  histor)  on  -I  July,  with 
the  telei  ast  ot  its  700th  program  on 

N\  R<  \  -IN  .  Sponsored  lw    the  I'hil- 

adelphia  Electric  (  <>..  w  hose  insti- 


the  52nd  market] 


v      buy  the 

PLAINS 

TELEVISION 

STATIONS 


'flNSOR 


n  1 1    196  I 


SPONSOR  WEEK    Stations  and  Syndication 


tutional  messages  promote  use  of 
electric  appliances  and  electric 
cooking,  the  weekly  series  aired  in 
color  Wednesdays  1:30-2  p.m.,  has 
been  hosted  by  home  economist 
Florence  Hanford  since  its  present 
cooking  format  was  instituted  in 
1949. 

FINANCIAL  NOTES:  WDMV, 

Salisbury,  Md.,  reports  an  increase 


in  billings  of  nearly  S0'<  during  the 
first  half  of  1963  compared  with 
the  same  1962  period.  The  gain 
over  January-June  1961  is  some 
70%  .  .  .  Gross  Telecasting  revenue 
for  the  year's  first  half  increased 
15%  to  $1,315,607  compared  to  $1,- 
145,517  in  1962,  and  earnings  were 
up  19$  for  the  same  period. 

KUDOS:  Franklin  C.  Snyder,  vice 


Rep  platter  spins  sales  patter 


ANEW  all-audio  presentation  titled  "That  Agency  Thing"  has  been  put 
together  for  CBS  Radio  Spot  Sales  to  convey  in  musical  comedy  terms 
the  message  that  radio  today  is  a  new  medium,  and  limitations  of  its  ef- 
fectiveness are  bounded  only  by  the  creativity  and  imagination  of  agency 
and  client.  The  20-minute  production  was  introduced  before  more  than  500 
top  ad  agency  people  in  Chicago  by  v.p.-gen.  mgr.  Maurie  Webster,  and 
today  the  CBS  Radio  Spot  Salesmen  in  N.  Y,  Phila.,  Detroit,  L.  A.,  Chicago, 
Atlanta,  S.  F.,  and  St.  Louis  begin  playing  a  tape  of  the  recording  to  agency 
people  throughout  the  country,  leaving  behind  a  disc  copy.  A  full-scale  musi- 
cal production,  complete  with  original  score,  a  fine  orchestra,  and  top  cast 
of  performers,  the  presentation  takes  place  at  the  mythical  "Inlike  Agency," 
whose  creative  dept.  discovers  the  new  medium,  "radio,"  and  explores  a 
number  of  effective  ways  to  use  their  discovery  to  sell  a  variety  of  products. 


*    *     *    CREATED  AND  WRITTEN  BY  *     *     * 

HERSCHEL  BERNARDI   *    *   *    HOWARD  MORRIS 

BYRON  KANE    *     *  *    *    JUNE  FORAY    *    * 

BOB  THOMPSON  *  *  COMMERCIALS 
COURTESY  OF  ALAN  ALCH    *    *    PRODUCED  BY 
INCORPORATED   *   *   LOS  ANGELES   *   *  *    * 


president  and  general  manager  of 
WTAE-TV,  was  elected  president 
of  the  Pittsburgh  Radio  and  Tele- 
vision Club  for  the  1963-64  season. 

MOVING:  Manny  Sternfeld  to  bus- 
iness   manager    of    YYRC-TY    and 
radio,  Washington,  D.C. 
James   Rayburne   Lightfoot    to   di- 
rector  of  operations  at  KLAC  (AM 
<N  FM),  I. os  Angeles. 
Marvin  M.  Freeman  to  promotion 
manager  of  WTVO,  Rockford. 
Shirley  M.  Balms  to  director  of  pro- 
motion and  publicity  for  WQAD- 
TV.  Davenport. 

Edward    P.    Lawless    to    executive 
vice  president  of  TvB  of  Canada. 
Thomas  A.  Dooley  to  the  sales  staff 
of  WABC,  New  York,  from  eastern 
sales  manager  of  Adam  Young. 
Robert  D.  Vieno  to  sales  manager 
tor  the  fm  operations  of  the  North- 
east Radio  Network. 
John  R.  Heiskell  to  public   service 
director  lor  WSAZ-TV  and  radio. 
Huntington,  W.  Va. 
Richard  P.  McCauley  to  the  sales 
department  of  \YBZ.   Boston. 
Elizabeth  B.  Harris,  former  mana-  | 
ger   ot    radio   research   at   ABC.   to 
manager    of    research    at    W'QXR. ') 
New  York. 
William  J.  Fahey  to  manager,  mer- 
chandising  and    sales    coordinatoi 
for  WNAC-TV  and  radio,   Boston 
and   the   Yankee-    Network    in    New 
England. 

James  M.  Polston  to  account  e\ecu-J| 
five  at  WAVY,  Norfolk-Portsmouth 
Newport  News. 

Jane  Flaningan,  Miss  Indiana  1969 
to  women's  director  of  WKJG-TN 
and  radio.  Ft.  Wayne,  effective  1:1 
August. 

Howard  W.  Meagle.  general  sail 
manager  of  \Y\YYA.  Wheeling 
promoted  to  assistant  general  man 
ager. 

Dick  Newman  to  general  manage( 
of  WDMV.  Salisbury,  Md..  replac! 
ing  jack  Moran,  resigned.  John  .-' 
Walker  was  named   to  the  post  i 
local  sales  manager. 
Edwin  C.   Metcalfe   to  director  I 
sales  operations  for  Ckl.W      \\l  I 
l\  I,  Windsor-Detroit.  He  has  bee 
in    charge    of    the    RKO    Cenei 
Nation. d    Sales    office    in    I  OS     V 

geles. 

Michael   Chipko   to  ace  (Mint   execi 


56 


SPONSOR,  22    \VL\ 


New  Detroit  SRA  officers  plan  '63  64  season 

\,  »  officers  ol  the  Detroit  chaptei  "I  Station  Reps    Vssn      l-i     i  p    fames  R    Sefer! 
ill  >  \,  <    it  Peters,  Griffin,  Woodward;  president  William  W  .   [oyc<     Kal      \ 
iry-treasurei  Stuart  \l.icki.     Blab    l\    i<< t  executive,  plan  l"i    I 


iw  tor  tli<    Franklin  Broadt  asting 
.:,>..  owner  ol  W  FLN    \M  &  FM 
Philadelphia,  and  M  FMZ    FM     \l 
entow  n. 

Lobert  B.  Beusse  to  directoi  ol  .ul- 
ertising  and  salts  development  foi 
VOR  Wl  &  T\  New  York,  sue 
eeding  Martin  S  Flieslei  w  ho  u- 
tenth  w.is  ii. nurd  vice  president 
ml  general  manager  ol  kill  Los 
Lngcles. 

ess  Spier  to  the  sal<  s  stall  oi 
\\1\\  l\  \,  w  York 
laniard  Bee  Wilson  to  the  local  t\ 
.ilis  staff,  Joe  C.  Monroe  to  the 
teal  radio  sales  staff,  and  Tcrrcncc 
\  ord  to  the  radio  promotion  de- 
tent, all  at  the  W  FA  \  stations 

Dallas. 

litmus  J.  Knott,  produi  1 1  -dm 

i  public  affairs  director,  and  Rob- 

1  Weinstein,  to  the  production  de- 

irtinent.  \\  BZ-TV,   Boston. 

I  it.-li.it  I  B.  Styer  to  the  department 
public  relations  and  promotion 
WIH     Pittsburgh 

\  Trachtenberg  to  account  execu- 
•  k  Ml  .  Portland,  Ore 

il  Dunbar  to  account  executive  in 

i  al  sales,  .it  KNBR  San  Fran<  is*  o 
ttt-  I  lliott  to  director  ol  women  s 
tiviti.s  foi  \\  R  \l    T\    Raleigh. 

MTitt   Wren   to   'general   man 
WOLF,  Syracus 


mm 


Dick  Woollen,  program  directoi  oi 
k  II  \    Los  Angeles,  and  \  ice  pr<  - 

idtlit     ol     the     now     tlelmit  t      I  hik  s 

Mirror  Broadcasting  Co.,  resigned 
the  da)    before   Metromedia  took 

o\  er  the  operation. 

I  lerh    |ames    to    at  t  onnt    e\et  nti\  i 

foi  \\  MT,  Cedai  Rapids 
Donald  E.  Tykeson,  general  man 
ager  ol  kl  /I  TV,  Eugene,  to  \  h  e 
president  ol  I  liberty  Te\e\  ision 
I  rank  ^  Qson  leaves  the  news  di- 
vision ol  WTOP,  Washington,  D.< 
to  become  the  station's  first  general 
production  manager. 

Marion    Dean   and   Jasper   Rowland 

to  full-time  duties  in  the  sales  st.ill 
ol  ksi;i    Santa  \lonh  a 

SYNDICATION 
s\i  is:  kl\  I    El  Paso  and  CJ<  \ 
Edmonton,    <  anada,    have    signed 
For  Mars  Broadcasting's  lh*k  Clark 
Radio  Show  for  Jul)   st.nts    bi 
ing  total  markets  to    12  l.iono- 

mee  Television  Programs,  i  division 
of   United   Artists  Television    i 
orded  a  total  ol   l  I"  station  s 

tor  its  7s  Si  it  ru ,    I  U  Hon   Tht 

halt  lionis 

I  SPAN  DING:   I  ranslui   I  ele- 
vision   is  opening  an  inn  rnational 

PI  ast    ttim   !■ 


1ACKS0N  ,  MISSL 

fflDWVICM.1l 


OVER 

350.000 

TV  HOMES 


OVER  P.. 
BILLION 
DOLLAR 

CONSUMER 
INCOME 


M6T5  Ft.  I 
JACKSON, MISSISSIPPI 


Tempting  Mais 


North  Carol ina"s       N8,1"c"0""" 

wmm 
biggest  mark  I 

tops  in  populad 

households,  retail  sales 


ii  n 


1963 


TELEVI  S  IO  N      H 

HS8080/HICH  K)I»T 

MulMMll  t,  ■ 


Newsmakers  in 
tv/radio  advertising 


Edward  Codel 

Presently  a  v. p.  of  the  Katz  agency,  Codel  has 
been  re-elected  for  a  second  term  as  presi- 
dent of  the  Station  Representatives  Assn.  at 
its  annual  membership  meeting.  Others  elect- 
ed include  Adam  Young,  v.p;  Robert  Eastman, 
treasurer;  Bob  Dore,  secretary.  Elected  to  the 
SRA  board  of  directors  are  Frank  Headley, 
John  Blair  and  J.  William  Knodel. 


Tom  Burkhart 


Burkhart  has  been  appointed  general  sales 
manager  of  WLOS-TV,  Greenville-Asheville- 
Spartanburg.  Local  sales  manager  of  WTVJ, 
Miami  since  1961,  his  appointment  marks  a 
return  to  WLOS,  where  he  served  as  regional 
sales  manager  prior  to  his  WTVJ  post.  Morton 
Cohn,  v.p.  and  general  manager  of  WLOS,  a 
Wometco  station,  made  the  announcement, 
nouncement. 


James  de  Tarr 


BBDO  has  named  de  Tarr,  now  account  group 
head  on  Pepsi-Cola,  a  v.p.  Before  joining 
BBDO's  Chicago  office  as  account  exec  de  Tarr 
was  with  Leo  Burnett  and  Coca-Cola  as  dis- 
trict mgr.  Also  named  v.p.  is  marketing  supv. 
Henry  Norman,  who  joined  BBDO  in  1960.  He 
had  been  gen.  sales  mgr.  of  Pharmaco  Div., 
Schering,    and    v.p.    Union    Pharmaceutical. 


Donald  Chapin 

Chapin  has  been  elected  v.p.  in  charge  of 
sales  for  Taft  Broadcasting,  replacing  Kenneth 
Church  who  retired  recently.  Chapin  joined 
WKRC-TV,  Cincinnati  as  local  sales  mgr.  in 
1950,  advanced  to  general  sales  mgr.  and  as- 
sistant general  mgr.  He  was  then  made  east- 
ern sales  mgr.  in  New  York,  and  in  1958  re- 
turned to  Cincinnati  as  v.p.  for  national  sales. 


Ralph  Butler,  Jr. 

Butler  and  Robert  Weenolsen  have  established 
an  operation  to  provide  assistance  and  super- 
vision in  tv,  radio,  marketing,  research  and 
advertising  to  out-of-town  and  foreign  agen- 
cies. Butler  will  be  executive  v.p.  of  the  or- 
ganization, called  New  York  Services  for  Ad- 
vertising, and  Weenolsen  president.  Both  have 
wide  advertising  experience  here  and  abroad. 


555  FIFTH 

(Continued  from  page  23) 
piece  stated  that  NBC  Radio  Net- 
work takes  in  about  $17  million  a 
year  in  gross  sales.  This  should  have 
read  SI  7  million  in  net  sales. 

Again,  I  would  like  to  express  my 
appreciation  for  this  fine  article. 

William  K.  McOamel. 
Executive  v.p. 
NBC  Radio 
New  York 

TWO-FACED 

TvB's  Pete  Cash  dropped  me  a 
line.  As  a  matter  of  fact  it  was  a 
couple  of  sentences;  he  was  ap- 
parently that  disturbed.  The  script 
was  in  his  own  handwriting  and 
sprawled  over  a  double-truck  ad 
above  my  signature  which  ap- 
peared in  the  1  July  issue  of  Spon- 
sor. I  think  it  deserves  an  answer. 

The  ad  in  question  was  called 
"the  two  faces  of  advertising."  It  out- 
lines my  feelings  concerning  those 
station  managers  who  appear  to 
have  one  face  when  it  comes  to 
"selling"  advertising  but  who  put  on 
another  when  it  comes  to  "buying" 
some  for  themselves. 

Here  is  the  full  text  of  Mr.  Cash's 
reply:  "and  did  you  know  broad- 
casters market  by  market  an-  the 
biggest  advertisers  or  don't  you 
think  channel  numbers-network 
idents-a's — eyes  and  chimes  are  ads. 
Buy  some  tv  for  your  outfit  and  sei 
what  happens." 

From  the  tone  of  the  letter  one  '] 
might  venture  that  Mr.  Cash  was  a 
bit  overwrought  at  the  time  and  a 
man  in  this  state  of  tension  should 
be  treated  with  gentleness.  So  I 
shall  be  as  gentle  as  1  can. 

The  facts,  however,  are  still  the 
following:   radio  and  tv  sold  some, 
$2  billion  worth  of  time  last  year 
It  spent  about  $7  million  in  trade 
paper  advertising  or  about  '.-  of  V 
of    total    sales.    Let's    double    that 
amount    for    the   amount    spent   in 
coin  of  the  realm  at  the  local  level 
— bringing  the  combined  figure  ir 
actual  dollars  expended  to  V } .  Tin 
whole  ball   of  wax   is  still  roughh 
33%9J    of  the  lowest   figure  whicl 
many  industries  employ  as  the  mill 
imum   yardstick  for  advertising  ii 
relation  to  sales.   And  that   Hume  i 
3'  I .  I 

REPEAT:  The  broadcast  field  - 
whose  very  life  depends  on  promo 
tion  —  actually  spends  ':>  of  wha 

SPONSOR  22  jun    196 


ii  repeatedl)  advocates  as  the  verj 
basic  minimum   ratio  l"i    the  su< 
cessful  pui Miit  i 'i  business 

I  know  i  .mil  I  m  sure  Mi  <  lash 
know  s  I  know  '  tint  i  hannel  num 
lx  is  in  tw  ork  idents,  .1  v  <\  es  and 
chimes  are  advertising  Hut  I  was 
talking  about  monej  .  nol  .»!><»> it 
rradeouts,  reciprocal  deals,  jingles 
.mil  plugs  tli.it  ,i  st.itimi  gives  itseli 
on  its  ow ii  .in  \ 1 1  expenditure  <>l 
dollars  is  rarel)  involved  in  these 
.u  lions.  The  stations  are  so  loathe 
to  part  w  itli  capita]  |  or  perhaps 
have  so  little  t.ntli  in  whai  the) 
themselves  have  to  sell  •  thai  the) 
often  p. in  lurk  .it  better  than  three- 
foi  one  for  these  extraneous  promo- 
tions. Vnd  foi  the  most  pari  man) 
oJ  the  facilities  themselves  do  not 
considei  it  an  expenditure  in  advei 
rising  for  it  is  general!)  buried 
somewhere  in  the  ledger  .is  an  "ex- 
change." 

It  might  be  interesting  to  inquire, 
as  .in  addendum,  .is  to  just  hov  dilli- 
nilt  it  is  for  TvB  its.  It  and  R  \H  to 
sell  its  own  members  and  keep 
Bern  sold;  as  to  how  much  expen- 
diture is  necessar)  on  an  annual 
basis  to  convince  the  industr)  to 
join    even    these    basic    important 

oups  and  to  sta\  w  ith  them  year 
after  year.  Mr  ('ash's  own  salary,  I 
understand  is  well  above  average 
Would  it  be  that  high  it  an  excel- 
lent man  weir  not  needed  to  do  the 
job?  \nd  would  such  a  top-flight 
man  be  "a  must''  it  the  job  were  am  - 
where  as  simple  as  it  ought  to  be? 

In    your    considered    judgment, 

Mi    (  ash.  of  the  5,000  or  so  radio 
and  t\    facilities  in  this  countr)  — 
how  man)  have  a  full-time  promo- 
tional manager  on  stall   or  consis- 
tenth   emplo)    the  services  oi  am 
outside  advertising  of  public  rela- 
tions concerns  at  all.'  The)  all  talk 
'consistency"  when  it  comes  to  sell- 
Ivcrtising;  how   main   ol  them 
actually    do    practice    what     the) 
Nteach? 
I  know   as  well  as  \li .  (  ash  that 
ar,e    intelligent,    aggressive 
companies    in    this    field    who    DO 
>clie\e  as  strongh   in  "buying"  .n\- 
eftising  as  m  "selling"  it.  Their  et- 
Orts  and  their  names  are  ver)   well 
mown  to  all.  1  was  speaking  ot  the 
najorit) .  not  of  the  tew. 

Jay  Victor, 
■he  Jay  Victor  Co 
•   N.  J. 

PONSOR    ::    ,,  M 


College  student  earns  his  'intern'  stripes 

Kent  st. iic  (Ohio    speech-broadcasting  majoi  [ohn  Stagnitt  -t  with  In 

granting  "operation"  while  "interning"    it  Will  \    s  ipson 

iecretarj  in  thi   program  director,  and  contJnuit)  din  !!•  - 

earning  credits  toward  degree  while  working  In  will  \   h  t   In  sin,: 


I  ontinued  from  jki  :<   57 
sales  office  in  Zurich  on  1  Septembei 

Under    the    helm    ot     Hudi    W  itsehi. 
a    Sw  iss    w  ho    has    been    ai  t  ix  e    in 


overseas  sales  foi  l<  ading  \nn  rn  an 
companies  Properties  available  in 
overseas  markets  include  The  Mi 

tii  //<  n  uli  s,    \//;<  k  and   Mi 


Ribbon-cutting  at  WTEV  open  house 
\  .mi  e  E<  ki  rsli 


WHAT  ARE 
YOUR 

PHOTO 

REQUIREMENTS? 


RATES  are  rates  the 
world  over,  and  ours 
are  competitive 
($22.50  for  3  nega- 
tives) 

BUT  QUALITY 

is  something  else 
again  ....  ours  is 
superlative. 

And  SERVICE 

is  still  another  mat- 
ter... .  ours  is  un- 
beatable! 


BAKALAR  COSMO 
PHOTOGRAPHERS 

111  W.  56th  St.,  NYC.  19 
212  CI  6  3476 


Station  asks  listeners  what  radio  should  program 

Mullins  Broadcasting's  KBTR,  Denver,  last  week  launched  a  three-month  "Public 
Opinion  for  Programing"  campaign,  involving  500,000  individual  questionnaires  to  seek 
out  listeners'  desires.  At  the  end  of  the  90  days,  KBTR  will  revise  its  entire  schedule  to 
conform  to  their  wishes.  Of  the  questionnaires,  300,000  will  be  mailed  directly,  100.000 
distributed  by  Frontier  Oil  service  stations,  and  100,000  enclosed  in  Royal  Crown  (  ola 
cartons.  Prizes  will  be  awarded  in  a  contest  to  be  conducted  concurrently  with  the 
campaign.  At  planning  session  with  Mullins  Broadcasting  owner-president  John  C. 
Mullins  (seated)  are  (left  to  right)  Don  Dietersfeld,  Frontier:  Bob  Bevan,  Frontier; 
Larry  Buskett,  KBTR  gen.  mgr.:  Bill  Goodfro,  of  Coodfro  Ford  (prize  giver),  and 
Mai  Dominico,  Royal  Crown 


Hire,  Felix  flic  Cat,  Guest  Shot,  and 
Frontiers  of  Knowledge.  Hereto- 
fore, Trans-Lux  international  sales 
(in  25  markets)  were  handled  by 
various    foreign    sub-distributors. 

BACK  FOR  A  SIXTH:  The  produc- 
tion team  of  Levy-Gardner-Laven 
have  signed  a  new  exclusive  joint 
venture  pact  with  Four  Star  Tele- 
vision marking  the  sixth  year  of 
the  unit's  partnership  with  the  pro- 
duction firm.  The  three  will  start 
to  work  immediately  on  three  new 
properties.  In  the  past  five  years 
they  have  produced  with  Four  Star 
The  Rifleman,  Robert  Taylor's  De- 
tectives, and  over  300  tv  shows. 

NEW  QUARTERS:  McKean  Asso- 
ciates has  moved  from  4 IS  West 
54th  Street  to  72  West  45th  Street. 
New  York.  Organized  early  this 
year  by  Calhoun  McKean,  the  firm 
is  an  independent  producer  of  mo- 
tion pictures  for  tv.  industry,  and 
government. 

DATA  ON  DOWN  UNDER:  1  re 

mantle    International    now     has     1"> 

film  shows  on  the  air  in  Australia. 
The  BrsI  year  ol  Biography  is  run- 
ning in  ten  markets  and  VI  V7 
Sydney,  and  KTV,  Melbourne,  have 
alreadj  purchased  the  second  year's 
production.    In    addition    to   the    15 


film  shows.  Fremantle  is  the  pro- 
ducer of  a  five  day  a  week  live 
program.  Romper  Room. 

MOVING:  Ed  Perlstein  to  the  con-l 
tract  administration  division  of  j 
Desilu  Productions. 
Herbert  W.  Hobler  elected  vie 
president  in  charge  of  production 
operations  at  Videotape  Produc- 
tions of  New  York. 
Donald  Lee  Lawrence  and  Rub] 
R.  Wright  to  directors  at  Fred  A 
Niles  Communications  Centers. 
Malcolm  Scott  to  Robert  II  Klaegej 
Associates  as  sales  manager  " 
the  firm's  business  films  division 
Ben   Kranz   to   general    mgr.    \  I 

REPRESENTATIVES 
APPOINTMENTS:    WTAR    (FMJ 
Norfolk,  to  Good  Music  Broadcast 
ers  .  .  .  NTVD,  Raleigh-Durhanj 
to  Blair  Television  .  .    VYQXR  N< 
York,    to    Ohland/Robeck,    newH 
formed    rep   firm    .    .    .    KAOYP 
Grand     Forks.     VI)  ..     MAD-TV 
Pembina.  N.D..  KXGO-TV.  Farg 
VI)..  KFRM,  Salina.  Kan.  WMN1 
North    Mams.   Mass..  and  WHM 
Northampton.   Mass..  to  Vic  I'iai 
Associates  .  .  .  k\l()l\  Tucson,  ai 
KPUB.  Pueblo,  to  the  Ewing  Had 
rep  firm  ol  I  ,os   Angeles  ...  hi  ( 
Minneapolis,  to  Jack  Masla  <\  ( 
i  Continued  <>n  page  62 ) 


(if) 


SPONSOR/22  jt  i  v    \{) 


Syndic  skein  takes  viewers,  sponsors  up  creek 


GO  fishing  for  a  new  type  of  Iv  syndication  bait 
that  will  attract  both  advertisers  and  viewers 
and  what  would  you  come  up  with7  One  lure  that  has 
been  proving  successful  is  "Gadabout  Gaddis,  The  Fly- 
ing Fisherman,"  only  syndicated  fishing  series  avail- 
able to  tv.  Consisting  of  26  half-hour  programs  in 
either  color  or  b&w,  each  segment  takes  viewers  on 
a  fun-filled  but  interesting  fishing  adventure,  with 
the  narration  giving  constant  instruction  to  anglers. 
The  host,  whose  real  name  is  R.  Vernon  Gaddis. 
took  a  nickname  which  best  describes  his  way  of 
life.  He  had  lived  in  17  states  before  he  was  11  and, 
by  the  time  he  turned  18,  had  been  fishing  in  the 
wilds  of  Alaska.  Canada,  and  South  America.  After 
his  World  War  I  discharge,  he  lived  in  Europe  for 
several  months  and  found  his  way  home  via  China. 
Since  then,  he  has  spent  a  good  deal  of  time  gadding 
about  the  fields  and  streams  of  this  country,  work- 


ing as  a  fishing  tackle  salesman  since  1930.  He  got 
started  in  tv  with  guest  appearances,  and  several 
years  ago  had  a  15  minute  syndie  series  "Goin' 
Places  with  Gadabout  Gaddis"  originating  in  Boston 
and  aired  in  almost  every  U.S.  tv  market  He  is 
now  a  pilot,  hence  the  addition  of  "Flying  Fisherman 
to  his  nickname.  First  13  segments  of  his  new  series 
were  test-sold  to  KTRK-TV.  Houston,  and  WRGB-TV 
Schenectady,  with  full  26  picked  up  by,  among 
others:  WHEN-TV.  Syracuse;  WHDH-TV,  Boston;  WTED- 
TV.  New  Bedford-Providence.  KHSL-TV,  Chico.  Calif., 
and  WFGA-TV,  Jacksonville.  The  stations,  as  well  as 
Gadabout  Gaddis  Productions,  in  Boston,  have  been 
receiving  enthusiastic  letters  from  both  sponsors 
and  viewers,  attesting  to  show's  pulling  power  in  the 
untapped  audience  of  40  million  Americans  who  fish. 
French-dubbed  version  of  the  feature  has  also  been 
made  available. 


'0NS0R  22  jul>    1963 


REPRESENTATIVES 

I  Continued  from  page  60  I 
KOHL.  Honolulu,  to  Savalli/Gates. 
It's  the  first  new  station  since  the 
merger  of  Pearson  Representatives 
and  Gates  Hall  .  .  .  KITE,  San 
Antonio,  to  The  Boiling  Co.  .  .  . 
WAPX,  Montgomery.  WADC, 
Akron,  and  WKYW,  Louisville,  to 
Spot  Time  Sales  .  .  .  KSJB,  James- 
town, N.D.,  to  Roger  O'Connor. 

REALIGNMENT:  Metromedia's 
purchase  of  Los  Angeles  tv  station 
KTTV  and  radio  station  KLAC 
has  resulted  in  a  shift  in  sales  per- 
sonnel in  the  San  Francisco  office. 
Office  manager  Rick  Schutte  will 
continue  in  that  capacity  and  head 
Metro  Radio  Sales.  Graham  Moore 
lias  heen  named  to  the  new  post 
of  manager  for  Metro  TV  Sales  in 
San  Francisco.  Ed  Hawkins,  of  the 
KTTV  San  Francisco  sales  staff, 
will  remain  as  an  account  execu- 
tive on  tv  sales. 

MOVING:  Don  Bruce  to  the  radio- 
tv  sales  staff  of  Avery-Knodel,  Los 

Angeles. 

Thomas  H.  Hagner  to  account  ex- 
ecutive in  the  New  York  office  of 
CBS  TV  Stations  National  Sales. 
Charlotte  K.  Sears  to  the  public  re- 
lations staff  of  William  L.  Simpson 
&  Assoc. 

Raymond  Padden  to  the  Los  An- 
geles sales  staff  of  McGavren-Guild, 
from  Venard,  Torhet  &  McConnell. 

AROUND  COMMERCIALS:  Jack 

Grossberg,  producer-director  of  tv 
film  commercials  and  associate  pro- 
ducer on  several  feature  movies, 
has  joined  Sana,  Inc.,  as  producer- 
director  .  .  .  Faillace  Film  Produc- 
tions and  Henkin  Productions  have 
consolidated  their  commercial  and 
industrial  film  production  opera- 
tions to  form  II-F  Productions,  Inc., 
with  offices  at  1270  Avenue  of  the 
Americas.  Telephone  number  is  CI 
6-7676.  Faillace  Productions,  as 
musical  producers  and  composers, 
will  continue  to  operate  as  a  separ- 
ate entity  but  will  be  creatively  as- 
sociated with  ll-R  . .  .  Les  Goldman 
has  withdrawn  from  active  partici- 
pation in  Quartet  Films,  Holly- 
wood, reflecting  a  divergence  ol 
interest  with  the  studio.  Quartet 
produces  animated  and  live  action 
tv    commercials  and  other  films. 


SMALL  AGENCIES 

(Continued  from  page  31) 

flexible.  If  somebody  gets  an  idea 
in  the  middle  of  things,  we're  not  so 
strictured  that  we  can't  stop  every- 
thing and  start  all  over  again  with 
a  new  premise.  We're  not  strictured 
bv  a  'basic  strategy'  designed  by 
some  remote  management  group 
which  tends  to  inhibit  the  all  im- 
portant free  flow  which  is  so  critical 
an  element  in  creativity  .  .  .  and  I'm 
talking  about  marketing  and  media 
creativity  every  bit  as  much  as  copy 
and  art.  I  believe  we've  done  more 
unusual  types  of  broadcast  buying, 
for  example,  than  the  giant  agen- 
cies. 

"If  I  was  an  advertiser,  I'd  be 
looking  for  an  agency  which  is  so 
set  up  that  top  people  can  contrib- 
ute to  my  account  without  compli- 
cating things  by  tables  of  organiza- 
tion." 

Everyone  has  to  be  a  pro  in  an  ef- 
ficiently-run small  agency  ( accord- 
ing to  Tom  De  Huff,  who  was  a  vice 
president  at  Cunningham  &  Walsh 
until  he  recently  joined  The  Zakin 
Company  as  a  partner. 

1  ike  Dodge  and  other  smaller 
agency  top  executives,  De  Iluft 
maintains  that  such  an  operation 
demands  that  the  principals  service 
accounts  and  to  do  this  they  must 
be  backed  by  top-notch  staffers. 

"Service  and  speed  must  keynote 
the  smaller  agency's  performance," 
De  Huff  asserts,  adding  that  these 
qualities,  resulting  in  efficiency  and 
economy  of  operation,  necessitate 
"a  closer  tie  between  such  an  agen- 
cy and  an  advertiser." 

Smaller  agencies  react  with  great- 
er speed  to  the  needs  of  clients,  he 
adds,  without  consuming  weeks  in 
intra-agency  committee  meetings  to 
make  decisions.  Moreover,  Huff  be- 
lieves that  smaller-agency  manage- 
ment is  aware  of  the  advertiser's 
sales  and  production  problems  al- 
most as  soon  as  they  happen. 

"\  well-organized  small  agency 
has  as  principals  men  who  are  well- 
rounded  in  marketing  and  merchan- 
dising as  well  as  advertising,"  De 
Hull  continued.  "These  men  per- 
form for  several  clients  what  a 
larger  agency  may  assign  a  group  to 
do. 

"11  there  appears  to  be  safety  in 
numbers,  there's  a  smaller  margin 
for  error  in  a  streamlined  operation. 


Clients  get  the  best  of  the  staff 
rather  than  parts  and  pieces  of  com- 
mittees and  groups." 

Television  today,  in  the  opinion 
of  Max  TeiKhich,  executive  vice- 
president  and  director  of  media  for 
Weiss  6c  Celler,  is  sufficiently  de- 
veloped and  patterns  have  been  so 
formed  that  most  advertisers  and 
agencies,  no  matter  the  size,  can 
recommend,  buy.  and  utilize  the 
medium  without  fear  of  the  gamble 
that  existed  years  ago. 

"In  the  beginning,  large  agencies 
borrowed  heavily  from  'show  hiz' 
to  produce  shows  for  clients,  and 
like  Broadway  and  Hollywood,  the 
'flops'  exceeded  the  'hits',"  says  Ten- 
drich.  "This  required  large  staffs 
who  found  it  important  to  push  the 
tv  medium  to  warrant  the  expensive 
agency  overhead.  However,  the 
smaller  and  medium-sized  agencies 
did  not  stand-by. 

Flexibility  of  Approach 
"They  learned  to  utilize  the  medi- 
um for  their  smaller  advertisers  In 
helping  to  develop  the  fringe  tUBfl 
of  tv,  such  as  daytime,  late  nigbl 
and  early  evening.  Such  tv  adver 
Users    as    Lestoil.    Charles    Antel 
Proctor-Silex,  are  some  examples  m 
this.  The  smaller  agency  which  i 
not    affected    by    inter-depart  men 
and  inter-media  competition,  usual 
lv  is  more  flexible  in  its  tv  approacl 
for  its  clients.  It  owes  no  strong  a!: 
legiance  to  any  of  the  networks  cj 
stations  because  of  any  major  buv 
made  for  a  large  tv  advertise! 

Wencv   principals  often  functii 
in  several  capacities  with  relatii 
to  buying,  and  creating  for  tv   ax 
oftentimes    contact     the    client    I 
well.  Tendrich  states.  He  notes  tli 
decisions  are  made  faster  and  th 
bins,  storyboards,  selection  "I  t. 
ent,  need  not  be  referred  back 
the    agenev     lor    revision.    Furthi 
tin-  smaller  agenev   can  often  eli< 
stronger  tv   station  co-operation  I 
its  advertiser  especiallv  in  deali 
with  local  client  sales  managers  .i 
key  stores. 

The  agencyman  from  a  sm 
shop  often  attends  local  sales  mel 
ings  where  he  gains  knowledge  I 
marketing  differences  from  one  ai 
to  another,  and  thus  gets  the  oppl 
tunity  of  meeting  tv  station  ma  - 
gers  at  the  home  office  and  in 
field. 

"\\  ith  the  increase  in  tv  costs .  1 


62 


SPONSOR 


|1  i  v 


he  near-sold  oul  condition  oi  the 
leading  u  outlets  the  smallei  t>  ad 
vertisei  .hkI  Ins  agenc)  must  utilize 
its  advantages  ol   Rexibilit)    speed 

"•  de<  Ision,  i ■  intimate  know]- 

'I  field  i  "millions  rdei  to 

remain  in  the  medium,"  the  Zakin 
execute  c  i  on<  lutltvs 

Ovei  .hkI  ovei  again  smallei 
■gem  \  ( Inclt.iins  threw  up  theii 
hands  al  w  hat  has  been  des<  ribed 
.is  the  "nightmare  strut  ture  "I  de 
partmentalization"  ol  most  big 
Madison   V venue  agen<  ies 

The  advantages  "I  l><  ing  .1 
smallei  agenc)  are,  l>\  definition, 
advantages  which  a  giant  shop  can't 
-''•"•  I  <  •!>  inland,  president  ..I 
Smith   Greenland  says  flatly. 

"M  <•  emplo)    fewei   people    < mr 
ml.  ma  I    communications    problems 
minimal   We  do  not  labor  mid.  1 
1   nightmare    structure    ol    depart 
nentili/ation,    branch    olfiees,    pi  1 
.nnnel  hierarehy.  complex  finam  ial 
nanagement.     \s    .,    result,    in    the 
anallcr  shops   we   have   more   tunc 
i)  spend  on  our  basic  business,  ad- 
iTtising.  This  is  why,  in  ni\   opin- 
the  smaller  agencies  are  turning 
more  than   their  share  of   the 
veiling  advertising  today."  Green- 
nul  hastens   to  Sa\    that   "we   must 
|\>  1  lients  ■.  redit  too." 

I  ooks  ahead,  too 

Greenland's     parting    tongue-in- 

k    observation:     "  \sk    me    the 

tine  (|iiesti,.n  in  five  years.  I  hope 

present  the   giant'  side  ,,|   the 

nee  b\    then." 

Meanwhile,  advertising's  Davids 
fl"    teach    the    industn     Goliaths 

till  ks. 

Says  Charles  Goldschmidt,  chair- 

anol  Daniel  &  Charles      Sure,  big 
?<  ii(  ies  can  learn  from  us — onl)   it 
do  them  am    good.  Thej  re 
*  built  right.  They're  too  big.  Too 
'•"i\  people,  too  main  memos,  too 
an)    committees,   too  much   run- 
Qg  up  and  down  die  flagpole,  too 
mli  motivation  research,  c op)   n 
arch  and  all  the  rest.  ad  infinitum, 
I  nauseam,  ad  mediocrit) ." 
^  Goldschmidt  sees  it.  the  small- 
itive  agenc\  w  ins  its  reputa- 
1   two  reasons,  one,  be<  ause 
agency  management's  willingness 
lake  a  stand  and  fight   for  what 
believes  is  right  .UH\.  two.  because 
and  structure  of  the  agen<  \ 
nnits  a  flexibility  in  creative  effort. 
We  can  turn  on  a  dune.'  Gold- 
,l,ni,lt    says.    We    can    mix    and 


match  cop)   writers  and  art  dir<  1 
tors  until  the  m  1  :i.  .  om<  1    ^nd 
top  people   m   thi  D] 

u-'v  s  in  th<  1  the  wand  and 

,,l('  whip,  to  see  that  il  do<  5 

W  hat  happens  when  the  smalli  1 
'  reath  1  to  prospei 

and  grow  fat  and  it  too  starts  run 
ning  brainstorms  up  and  down  the 
flagpole  '  (  an  it  still  maintain  the 
same   happj     "mix     that    built    the 
ncy? 

I  )ei  1  ies      (lie    eommonpl.it  ( 

I  )an  k.ns(  I,  president  ol  I  Janiel 
c\  ( lharles,  h.ts  tins  to  sa\  I  he 
danger  is  great  that  compromises 
will    be   made,  one   here    anothei 

then       \\  1     susp,  (|    it    is    .in    almost 

nie\  itahle  concomitant  ol  size    < ),, 

the  other  hand,   ll   the  (  I.  ,,li\,     spmt 

"I  the  agen<  j   is  strong  enough    it 

in  w   business  acquisitions  are  held 

to    those    whose    philosophies    mesh 

close!)   w  ith  the  ag<  n<  j 's    it   m  in- 
agements  gadfl)    role  is  undimin 
ished,    then    the    smaller    creative 
agenc)  can  mow  and  still  slum  the 
commonpla 

Local  .u\  agencies  can  aid  nation- 
al .n\  agencies  directly,  according 
to  Phillip  R.  Cole,  president  ol  ( lole 
Vdvertising,  Toledo 

"W  e  constant!)  utilize  nationally- 
supplied  materials,  adapting  them 

to  our  own  needs  at  .1  (  OSt  .1  local 
client  can  afford,  it  In  11  we  know 
the)  are  available  and  win  n  we  1  an 
manage  to  di-g  them  out  ol  a<  li.nt  S 
bottom  drawer."  Cole  says.  The 
national  agency's  client  should  pro- 
mote the  use  ol  a  reputable  local 
agenc)  on  the  distributor  or  dealei 
level.  Then  it  the  local  agen<  \  (  ould 
-  stablish  a  din  1 1  pipeline  to  the  n.i- 
tional  agency,  the  advertising  job 
could  go  the  lull  way,  unen<  um- 
bered." 

'I  he   national    agen<  )  S    |ob    is   "to 

tell  the  people  about  the  produi 

(   ole   adds.   "The    loeal    ageiu  \   s    job 
is  to  lead  the  c  oiisimi.  i    into  .1   p 

ticular    place    where    the    product 
ma)    be  purchased.  Since  the  two 

•  ire    so    directl)     related,    it    would 

seem  nearl)    100  per  cent  more  el 
lei  live  it  the)  worked  together,  do- 
ing tin  same  thing  at  the  same  time 
.   .   .  national  advertisii  .th 

could  \  irtuall)    be  doubled  il   the 

lo(  .J  agenc)   knew  w  hen  the  nation- 
al agen<  \   is  breaking  w  ith  .1 
paign,  what  the  i  ampaign  is 
could  pick  it  up  local!)  .it  th. 


JNSOR 


hm    1963 


tuhlisl  .||,     , 

sound      pi     • 
th. 

m  ill 

I 
x'"-  I"  kheim    1 

who 

patterns  to  find  out 

available  01 

du(  ed    the    onl)  1 1    h 

Th    I  lolph  Volt  n 

foi  ..  .  h.  Hi    Peter  Pan  I 

I..  ...IK  PiH 

It   ran  in  25  a  low 

on  enom s  pub 

In  it\    .md   .« hieved   .1   national   t\ 
look  lot    p,  1,  r  Pan.  Last  l    n 

showed  up  .,s  a  rerun  in  Nev   Vork 
loaded  w  ith  partii  ipations  from  I 

ik\  advertisers    I 
bought  the  radio  1  ,,1   the 

ce   Kell)    wedding   in    Mon 
foi   the  same  1  lienl    II  1     -    ,||  0| 
$]  l  <hh)  |,ui  j  ielded  .1  million  !>n<  ks 
worth  ol  piil.li  1 

Merchandising  pays,  he  s.os 

W  hen  Ins  agent  \   buys  time  I 
its  ( lients    we  set  aside  a  signifii  ant 
part  ot  the  budget  to  mi  r<  handise 
the  .  ampaign  to  dealt  1-     Pitts  s 

It  pays  oil  big  bei  aus<  produi  t  dis 
tribution  is  sharpl)   stimulal 
fon    the  In  si   ( ,  .mm,  i,  1., 1  app, 

W<    look  for  1  iisioui  networks  I 
regional  advi  rtisers    \\  e  pi 

'"'"s  bardei  to  promoti 1  i  li< 

efforts.     The    formula     is    sm,; 
brainpower    plus    .  [{ 

worked   so  well,   we  realh    shouldn't 

[uoted  in  youi  si 

a  small 

Is  then        pad.  in  t..  the  pithy, 
fident   comn  the  small 

sho] 

.id  tut.  init\     brothers    wh 
mute  from  the  mon  c  hu  suburb 

Clip,  ted    <|>,  ,|  )(  )      |\\    1 

B&l  th.r  km. 

.     Is  then 
to  be  learn* 

It    might    1 

sent  a  dynamii  fon  e  in 

their    .dole 
n  fast-movin 
m.  dia  situations,  w 
•    nimble  qua! 

It     Is 


OPTION  TIME 

(Continued  from  Page  27) 
him  greatly,  ii  the  outlets  arc  in  mi- 
nor markets. 

But  the  loss  of  clearance  in  even 
a  few  top  markets  could  be  critical 
for  a  major  advertiser.  Tins  is  the 
spectre  which  currentl)  haunts  net- 
work sales  officers. 

Its  in  the  biggest  markets, 
where  there  is  the  most  demand  for 
spot  time,  that  affiliates  ma)  he 
tempted  to  abandon  networks  and 
grab  full-dollar  spot  business. 

Affiliates  refusing  to  clear  prob- 
ably wouldn't  all  hit  the  same  time 
periods,  leading  to  a  checkerboard 
of  vacancies.  CBS  has  made  a  mod- 
el of  this  situation,  taking  three  suc- 
cessive evening  half-hours  in  the 
top  60  markets.  It's  projected  that 
14  stations  fail  to  clear  in  the  first 
half-hour,  1 1  in  the  second  and  12 
in  the  third,  (each  station  fails  only 
once.) 

Even  this  low  rate  of  failures 
would  rob  network  advertisers  of, 
respectively,  14.3  percent  of  total 
U.  S.  population;  10.5  percent,  and 
L0.6  percent. 

The  commissioners  observed  in 
their  May  order  that  clearance  was 
more  or  less  guaranteed  in  the  top 
five  markets,  through  each  net- 
work's owned  stations.  This  is  prob- 
ably realistic,  hut  it  strikes  observ- 
ers as  an  odd  comment  since  the 
commission  had  earlier  been  per- 
turbed at  the  reported  tendency  of 
o&o's  to  be  treated  as  conduits  for 
network  programing. 

However,  consistent  failures  of 
clearance  within  the  top  100  mar- 
kets would  pose  serious  problems 
for  network  advertisers.  The  com- 
mission thinks  most  of  these  would 
he  solved  by  delayed  broadcasts 
and  similar  accommodations  be- 
tween networks  and  stations. 

This  assumption  probably  would 
hold  tor  the  marketer  who  wants 
a  hulk  audience.  But  it  seems  to 
overlook  the  large  number  of  mar- 
keters whose  product  or  service  is 
tailored  to  a  specific   profile. 

The  advertiser  whose  audience  is 
defined  by  age,  sex,  income  or  edu- 
cation mav  have  it  difficult  task  if,  in 
major  markets,  networks  cannot 
guarantee  particular  programs 
cleared  at  particular  times 

Advocates  * > i  the  rotating-spot  or 
"magazine"  principle  will  hail  the 
FCC  decision.  Repeal  undoubtedly 
could  he  a  stimulus  to  development 


of  this  practice.  Since  it  probably 
would  lead  to  guaranteed  minimum 
audience,  many  of  the  largest  mar- 
keters would  stand  in  its  favor.  But 
i  great  deal  of  precise  market  and 
advertising  analysis  might  have  to 
be  abandoned  —  and  this  certain!) 
would  hurt  campaigns  of  specific 
rather  than  general  appeal. 

Meantime,  the  buyer  of  national 
spot  time  sees  an  immediate  advan- 
tage. Repeal  means  that  more  avail- 
abilities should  he  created  for  him. 

But  the  advantage  depends  upon 
viewing  staying  at  levels  created 
earlier  by  top-Bight  network  pro- 
gramming. The  riddle  is  whether 
spot  advertisers  or  stations  can  pro- 
cure independent  programing  of 
similar  appeal,  and  can  promote  it 
as  thoroughly.  Of  course,  this  is  the 
whole  point  of  option  time's  repeal 
— that  it  should  encourage  inde- 
pendent production  and  presenta- 
tion. 

Nobody  knows  —  yet.  Meantime 
there's  not  a  major  rep  firm  which 
dares  give  public  opinion  either 
way  on  the  sales  question  that's 
here  involved.  The  Station  Repre- 
sentatives' Assoc,  is  more  or  less  op- 
posed to  option  time  in  principle, 
but  its  members  don't  speak  with  a 
united  voice  on  the  practical  ad- 
vantages or  disadvantages  of  repeal. 

It's  only  regional  and  local  adver- 
tisers who  seem  likely  to  make  a 
clear-cut  gain.  Airtime  will  un- 
doubtly  be  opened  to  the  large  re- 
gional marketer  and  this  was  an 
important  consideration  with  the 
FCC. 

However,  there's  little  evidence 
of  "starvation"  among  this  class  ol 
advertiser.  Thousands  of  words  of 
testimony  given  the  commission 
during  its  network  inquirv  were 
drawn  almost  solely  from  national 
advertisers. 

On  the  programing  front,  the 
commission  expresses  hope  that  re- 
peal will  revive  independent  pro- 
duction, and  ensure  freedom  of 
choice  to  station  licensees. 

There's  considerable  debate 
about  the  first  part  ol  this  proposi- 
tion. During  the  lifetime  ol  the  Bar- 
row committee  and  its  stud)  of 
networking  ( L955  to  L958),  most  big 
syndicators  thought  they'd  have  tv 
by  the  tail  if  onb  option  time  was 
banned. 

Since  then,  program  syndication 
has  largely  been  reduced  to  the 
function  ol  basement  retailing,  lis 


almost  impossible  there  could  be  a 
startling  recrudescence. 

What  ma)  emerge  is  one  or  two 
production  groups,  backed  with  im- 
mense financial  strength,  producing 
a  severely  limited  number  of  high- 
calibre  shows. 

These  will  compete  directly  with 
the  weaklings  among  network  pro- 
graming. Repeal  of  option  time 
gives  stations  the  chance  to  junk 
shows  that  fail,  but  which  today 
Stay  in  the  lineup  because  there's 
nothing  better  available  and  be- 
cause there  also  is  a  contractual 
obligation  to  the  network. 

A  considered  view  of  this  is  given 
by  Dan  Denenholtz,  v.p.  of  The 
Katz  Agency,  who  says:  "Networks 
have  the  power  and  resources  to  de- 
liver quality  programing  and  big- 
talent,  big-name  box-office  valued 
So  long  as  they  continue  to  offer 
such  values,  affiliates  will  continue 
to  provide  clearances. 

"The  networks,  however,  will  be 
under  constant  pressure  to  main- 
tain the  quality  of  their  product. 
Any  slackening  will  encourage  in- 
dependent producers  to  launch 
programs  of  higher  quality,  since  it 
will  be  possible  to  obtain  clearances 
on  network  affiliates  during  prime 
time." 

This  may  eventualh  prove  to 
have  been  a  pious  hope.  The  final 
result  ol  repeal  will  be  a  long  time 
coming.  Whether  it's  a  useful  or  a 
destructive  result  depends  on  how 
the  industr)  approaches  this  novd 
situation. 

Advertisers  will  have  new  prob- 
lems —  and  new  opportunities.  The 
networks,  upon  whom  so  much  now, 
rests,  will  have  to  decide  whether 
their  true  saleable  product  is  time, 
or  talent.  ^ 


COMMERCIAL  CRITIQUE 

(Continued  from  pane  41  ) 
standing  and  initiative  by  those  whi 
pay  the  bills. 

All  in  all,  our  evening's  researcl 
seemed  to  point  up  the  advantage 
in  the  retention  of  the  light  touch 
In  this  manner,  a  sens.'  of  ex] 
ment  and  entertainment  can  be  re 
tained  now  and  again,  and  a  mor 
adventurous  attitude  allowed  .i 
airing. 

Not  <  \  civ  one  can  present  sileiu 
— but  too  much  noise  can  make  pi 
pie  reach  for  the  switch — and  tin 
as  we  all  know    is  fatal  in  this  bus 

IK    ss  ^ 


01 


SPONSOR   22    1 1  iv     I!" 


VIEWPOINT 


A  column  of  comment 

on  broadcasting/advertising. 

by  industry  observers 


BEWARE:  OBSOLETE  IMAGES  CAN   FOOL  YOU 


By  George  Boiling 
president,  r/ii  Boiling  Company 

[mage  (nation,  "i    illusion  al t 

gnage,  has  been  spreading  like  .1 
\iius  throughout  the  broadcasting 
ami  .kI\  <i  tising  Indusb  ies 

linn  hii\  tis  have  been  pressured 
01  the  past  lew   years  to  examine 
station  status  foi  more  than  raring 
Muiiihtis    Rep  linns  have  proudl) 
anmuiiK  id   nsoan  li   programs   foi 
audience     characteristics      viewej 
n\.ilt\.    .iikI    local    image.    Station 
groups  trumpet  their communit)  in 
volxemeut.    and    public    relations 
en  w  ax  eloquent. 
I  in  the  last  man  to  knock  image 
mildimj    lis  a  desirable  point   > »l 
•ni|)au\  s  blueprinl  and  a  busi- 
iess  essential  toda\ .  but  I  wonder 
I  the  job  ii)  main  cases  hasn't  been 
one  too  well.  Often,  the  tamp  lign 
.  so  successful  that  the  1  ompanj  it- 
ell   and  all   its  various   publics  lie 
1  little  tiio  ferventh .  as  il  an 
mane  is  a  stationary  thing. 
Nothing   stands   still     \n    image 
hanges  as  the  realities  which  made 
in   the  first    place  change.   The 
however,     changes     much 
sluu  K  .  It  can  linger  for  j  ears 
the  realities  have  ceased   I" 
pporl  it    \n  old-line  radio  station, 
r  instance,  can   have  a  wide  and 
neial  reputation  for  publi<    sen  - 
e   programing   and    strong   com- 
unitx    influence,    even    though    it 
1  it  (lied  In  hard  music  several  \  ears 
m  k    and    the    manager    isn't    on 
leaking  terms  \\  ith  the  mayor. 
Conversely,  a  small  formula  out- 
t  can  go  all-talk  and  still  project  a 
'P  to  image  to  the  industr)    for 
liter  season,  because  the  de- 
tion    makers    haven't    caught    up 
th  the  new    truths 

Ihe  histon  of  tele\  ision,  though 
orter,  contains  as  man)  examples 
1  anachronistic  reputation.  \t  this 
1  'incut,  for  example,  there  is  .1  cei 
'n  t\  market  which  most  anyone 
i  you  is  dominated  1>\  one 
(bup-owned    station    ol    long    life 


and   repute     lis     ,ilw  .i\  s   lii  si    111   tin 

rating  books,"  the)  s.i\     onl)  it  isn  1 
In  the  past  two  years   it's  prett) 
1I.11  K  been  se<  <  md   1  ><  1  asionall) 
tlnul  in  1  asionall)  Inst   It    produi  es 
inure  ( lass  programing  fan  than  the 
others,"  the)  sa)    Hut  it  doesn  1    il 
you  •i^'.l  up  thi   hall  hours    li  actu 
all)    produces   less   li\ »•   local   | 
graining  than  tw  o  ol  the  othei  out 
li  ts  111  the  mat  ket    as  w ell  as  less 

public     all. ins    ,uid     pulilii      si  1  \  H  ' 

programing,  l>\  an)  definition. 

In   the   same   market     then     is   an 
independent     \\  illmut    network    .il 

filiation,  it   is  pei haps  forced   into 
producing     more     publii     service 
inure  Iik  .J  live;  into  bu)  ing  '  It  sh 
val  nl  the  I'ei Ini ming    \i k       Pla) 
ul    the    \\  eek      and    I  )r.    Bergen 
I  \  .ins.  into  cultivating  ch  i<  leadei  s 
and  groups.  It's  a  station  on  the  1  is< 
with  executives  dedicated  to  the  up 
lifting   ol    viewers'   tastes   and   the 
sen  ice  "I  the  public  interest    \ 
ertheless.    the    average    advertise] 
"knows''   it's   the    "least    influential 
station  in  the  market 

Can't  keep  track  of  changes 
No    matter    how     hard    we    ti\     to 

absorb  month!)   changes  in  rating 

positions,    it  s    impossible    t"    keep 
. line. 1st    nl    them    all.    Mow    much 
more  difficult  it  is  to  assess  (  hanges 
in  Iik  al  status.  111  ( 01  porate  polu  ) 
in  station  goals  and  emphasis   I  ntil 
such  time  as  the  \  \H  resean  h  cen 
ter  might  become  a  realit) ,  we  tend 
to    rel)     on    vague    reports    from 
friends,  on  Qumbers  alone  1  n  on  that 
deceptive  quicksand  or  public  rela 
tions.  image. 

Privatel)  financed  reports  b)  an 
independent  researc  h  firm  on  a  r< 
ular  basis  w  mild  be  a  boon  to  s 
tions.  advertisers  and  their  ag 
il   the)    measured   the   communit) 
standing  ol  station  imagi     \  brid 
questionnaire  to   H*"  \  ll's  in  the 
market  could  produ<  e  startling 
suits   in   man)    1  a»  s    The    Boiling 
'     mpan)    is  w  illing  to  parti(  ip 

\\  hat    is   old    is   not    ne<  essaril) 

what   is  finest   "i   best    What   is  new 
is   not   alwa)    what    is   most    ; 


s|\. 

'.lilt        \\  hen      \  "U      I 
sputs      stl  II  ll\       b)       the      llilllil  ••   I  I 

might  havi 

tx  1  mse  the)    • 

you  bought  them,  but  \ 

titled  N<  ■"  that  you're  mixin 

into  tin     battel     I    hi 

\  igOTI  (Usl)  il      (  hit 

sii't     limit     huiiseli 
In. mils     1  lii  y're  bland  and  thi 
prett)    sage     until    thei  ina 

lis.li  scan 
I  believe  tl 

and  repS  are  ahead  '  >!   a<]\  1  1  list  is  m 

topii  al  assessment  techniques    I  he) 

know   nun  h  about  themselves  m<\ 
h  "tin  1    1'n'ti  i  ting  ':  1  in 

ii  lists  the)  1  ommission  privati  sm 
\e\s.    m. imt. mi    individual    sum 
which  si  rve  as  keystones  and  tout  h 
stones,  semi  then  station  people  out 
as  mildest  CIA  ' iperath • 
the  '  ipposition 
lusi  arch  directors  an 

b  aw  are  I  'I  w  hit  h  statu  ins  an 

and   falling   than   almost 

else     III     the     business      |.. 

ill  III    t      S|t      b.H    k      "II      till    it 

lions  "I  trust  im  tion  ^ 


George  Bollinf 


In   I' 

ti  h<  n     he     /'■ 

(\r\i    comnn  ■ 

Blah 

few/     // 
ou  n  compatu 

■ 


!  NSOR 


::  11  1  v   196  I 


'SPONSOR 


President  and  Publishei 

Norman  R.  Glenn 

Executive  Vice  President 

Bernard  Piatt 

Secretary-Treasurer 

Elaine  Couper  Glenn 

EDITORIAL 


Staff 


Editor 

Robert  M.  Grebe 

Executive  Editor 

Charles  Sinclair 

Art   Director 
Maury  Kurtz 

Senior  Editors 

Jo  Ranson 

H.  William  Falk 

Special  Projects  Editor 
David  G.  Wisely 

Associate  Editors 
Jane  Pollak 
Barbara  Love 
Audrey  Heaney 
Niki  Kalish 

Copy  Editor 
Tom  Fitzsimmons 

Assistant  Editor 

Susan  Shapiro 

\\  ashington  News  Bureau 
Mildred  Hall 

Chicago  News  Bureau 
Winifred  Callery 

ADVERTISING     

Southern  Sales  Manager 
Herbert  M.  Martin  Jr. 

Midwest  Manager 
Paul  Blair 

Western  Manager 
John  E.  Pearson 

Production  Manager 
Mary  Lou  Ponsell 

Sales  Secretary 

Mrs.  Lydia  D.  Cockerille 

CIRCULATION    

Manager 

Jack  Rayman 
John  J.  Kelly 
Mrs.  Lydia  Martinez 
Anna  Arencibia 
Mrs.  Lillian  Berkof 


ADMINISTRATIVE 


Assistant  to  the  Publisher 

Charles  L.  Nash 

\(  <  ounting 
Mrs.  Syd  Guttman 
Mrs.  Rose  Alexander 

( General   Sei\  ices 

George  Becker 
Madeline  Camarda 
Michael  Crocco 
Dorothy  Van  Leuven 
H.  Ame  Babcock 


'SPOT-SCOPE 


Significant  news, 
'trends,  buying 
in  national  spot 


SPRAY  GLUE  WILL  STICK  TO  TV 

Energine  Spray  Glue  is  being  introduced  for  home  use  in  aerosol  containers 
by  the  Cummer  Co.  division  of  the  d-Con  Co.,  a  subsidiary  of  Sterling 
Drug,  via  television.  The  new  glue's  advantages — "the  longer  it  'sets',  the 
firmer  is  its  adhesiveness,  etc." — are  now  being  proclaimed  in  a  spot  tv  car* 
paign  in  Louisville,  Ky.,  utilizing  I.D.'s.  Spot  tv  is  expected  to  follow  further 
distribution  of  the  new  product.  Tv  drive  has  magazine  and  Sunday  supple- 
ment support.  Agency  is  Thompson-Koch  (New  York). 


TV  BUYING  ACTIVITY 

•  DuPont's  Zerex  anti-freeze  will  be  emphasized  in  the  company's  1963  mer- 
chandising program,  although  the  other  DuPont  automotive  cooling  system 
anti-freezes  —  Telar  (year-round  anti-freeze  and  summer  coolant  with  "color 
check"),  Zerone  (anti-rust  anti-freeze),  and  commercial  methanol  anti- 
freeze— will  be  pushed  also.  Advertising  program  will  include  heavy  tv 
spot  schedules  starting  in  September,  timed  to  weather  conditions,  which 
determine  peak  selling  periods  in  each  area  of  the  nation.  Network  radio  and 
tv,  consumer  and  trade  print,  and  point-of -purchase  aids  will  also  he 
employed.  Agency  is  BBDO  (New  York);  buyer  Lou  Bullock. 

•  Clark-Cleveland's  Fix  0  Dent  denture  adhesive  now  buying  daytime  and  fringe 
minutes  for  a  campaign  due  to  run  in  Los  Angeles  and  San  Francisco  9  Sep- 
tember for  four  weeks.  The  schedule  may  be  expanded  to  include  more 
markets  later  on.  Thnebuver  is  Howard  Webb  at  the  Balph  Allum  Co.     N< 
York). 

•  Bristol-Myers  4-Way  Cold  Tablets  going  into  "a  lot"  of  markets  all  across  tin 
country  with  a  campaign  of  nighttime  chainbreaks  and  I.D.'s.  Start  dal 
varied  (30  September,  7  October.  14  October)  to  follow  the  sneeze  season  b 
different  markets;  all  will  run  through  March  1964.  however.  Man  Classe 
at  Doherty,  Clifford,  Steers  &  Shenfield  (  New  York)  is  the  buyer. 

•  Heublein  A-1  Sauce  buying  daytime  minutes  tor  a  4-week  campaign  whic 
will  start  12  August.  The  number  and  location  of  markets  has  not  bee 
disclosed.  Buyer  at  Fletcher  Richards,  Calkins  &   Holden  (New   York 
Jonny  Johns. 

•  Stokely-Van  Camp  will  air  a  schedule  of  nighttime  chainbreaks  startii 
5  VugUSt  for  10  weeks.  Markets  have  not  been  disclosed.  Buyer  at  I.ennen 
Newell  (New   York)  is  Marian  Jones. 

•  National  Cotton  Council  Fall  national  spot  campaign  will  get  underwaj 
\ugust  for  a  13-wcek  run  of  nighttime  minutes.  CHS  Network  will  caiT) 
8-week  campaign  of  daytime  minutes  starting  5   Uigust.    \genc\   is  Fuller 
Smith  c<  Ross  (New  York).  Buyer:  Bernie  Rasmussen 


66 


SPONSOR 


,un   1" 


Why  it  pay 


if 


to  advertise  your  station 
in  a  broadcast  book 


BECAUSE    THE    TIMEBUYER    IS    KING 


T, 


hero's  nobody  better  quali- 
fied to  advise  you  how  and 
where  to  invest  your  national  ad- 
vertising dollars  than  your  own 

national   representative. 

1  le'll  tell  you  that  the  time- 
buying  system  really  works. 
Which  means  that  at  any  ot  the 

top  so  (or  top  100)  advertising 
agencies  placing  national  spot 
business  the  recognized  time- 
buyer,  backed  up  by  his  super- 

\  isors,  decides  which  stations  get 
the  n  >d.  Sure,  there  arc  excep- 
tions to  the  rule.  Ot  course  there 
are  some  account  executives  and 
ad  managers  that  exert  a  heavj 
influence.  But,  b\   w\k\  large,  the 


timebuyer  is  king. 

[teaching  the  timebuyer,  and 

the  other  men  and  women  who 

strongly  influence  a  spot  bus. 
is  .i  job  tor  a  specialist.  1  hat's 
win  the  several  thousand  timc- 
buyers    (b\    job   title   and    job 

function  I  who  buy  national  spot 

iwk\  the  broadcast  U>oks.  More- 
over, the)  rel\  on  them.  I  he\ 
rely  on  one  or  two  favorites  al- 
most to  the  exclusion  ot  all 
others. 

Bu\   broadcast  books  to 
your  national  campaign  impact 
where  it   will  d<^  the  most    -^hk\ 
.  .  .  at  least  COSt. 


a  service  o 


SPONSOR 


MAXIMUM  RESPONSE 

-that's  advertising  efficiency. 


" 


liiirl 


< 


WBAL  T  V.  BALTIMORE 

"MARYLAND'S  NUMBER  ONE  CHANNEL  OF  COMMUNICATION 


NATIONALLY  REPRESENTED  BY  EDWARD  PETRY  &  CO  .  INC 


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Fluff  s-on-the-air : 
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Ech  weeknight  at  7  and  11 

T  re's  a  daring  NEW  approach  to  the  News  at  KTLA 
V  ve  "rediscovered"  America's  News  heritage. 
¥  re  aggressive.  We  ferret  out  the 
l»vs  (the  way  newspapers  formerly  did). 
*:elenos  are  talking  about  "THE  NEWS" 
b  ause  KTLA's  29-man  News  staff 
i 5  fearlessly,  edits  judiciously, 
norts  factually.  KTLA  is  Los 
A  eles' NEW  News  station. 


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your  investigation 

nationally  by  PETERS.  GRIFFIN.  WOODWARO.  INC 


Des  Moines  Area  accounts  for  only  13.5% 
of  the  FOOD  SALES  in  "Iowa  Plus" 


Des  Moines  is  a  good  market  for  food  products — 
yet  no  matter  how  thoroughly  you  saturate  the 
3-county  Des  Moines  Metro  Area  with  local  or  re- 
gional radio,  you've  still  got  a  long  way  to  go  in 
selling  Iowa. 

In  fact,  all  eight  of  Iowa's  Metro  Areas,  com- 
bined, account  for  but  49.6%  of  the  food  purchases 
made  in  WHO  Radio's  117-county  Nielsen  Cover- 
age Area  shown  above.  (Sales  Management,  June 
10,  1963.*) 


WHO  Radio  covers  "Iowa  Plus" — actually  reach 
es  42%  of  all  the  805,000  homes  in  that  117-count> 
area,  weekly  (NCS  '62).  As  a  matter  of  fact,  WH( 
Radio  gives  you  America's  23rd  radio  market- 
there  are  only  22  others  in  the  U.S.  that  equal  o 
exceed  it! 

Yes,  you  can  do  a  better,  more  economical  mar 
keting  job  with  WHO  Radio  than  with  any  othe 
medium  in  Iowa.  Ask  PGW  for  the  dollars  and  cent- 


XThese  figures  are  for  Sales  Management's  newly-defined  and  frequent, 
larger  Metro  Areas,  as  found  m  the  June  10  Survey  of  Buying  Power  Issu 


A 


IJLFHO 

for  Iowa  PLUS ! 

Des  Moines  .  .  .  50,000  Watts  .  .  .  NBC  Affiliate 

Peters,  Griffin.  Woodward,  Inc.,  National  Rtprcscntjth  es 


have  you  ever  considered 

a  station's11  share  of  advertisers?" 


local  advertisers  « > 1 1  w  I'l  \  Jauuan  thru  June,  1963 


CLOTHING    &    APPAREL 

Afof  .ittis   Sf 

Brc  kcr  &  Burnt  Fur'  • 
Budget    Uniform    Cr 

Shop  Women*  Wear 
Di  Paola's   Clothing 
Gayer  Hairpieces 
Jackie  Gordon  Men's  Wear 
ldr.il   LftdtM'  Wear 

Brothart  Man  %  Wear 
Ridgew.iy    L.tdirs    Wear 
Sun   Men  s  Clothing 
Strock  s  Men's  Wear 
Sla»    n  Jacs  Men's  Wear 
Shapiro  Shoes 

FOOD  A  GROCERY   STORES 

Acme  Markets 

A  &  P 

Food  Fair 

Penn    Fruit    Mar. 

Seven   Eleven   Stores 

Sun   Ray   DruR\ 

Thnftway  Markets 

AUTOMOBILES  A 
ACCESSORIES 

Aamco  Transmissions 
Allied  Tires 
Block  Pontiac 
Charles  Bott 

Chrysler  Plymouth 
Berglund  Ford 
Corleto  Buck 
C  A  C    Ford 

Cities  Service  Stations 
Colonial  Oldsmobile 
Chelten  Rambler 
Oegnan  Chevrolet 
FF  Auto  Centers 
Girard  Chevrolet 
Ferraro  Oldsmobile  Cadillac 
Kerbeck  Lincoln  Mercury 
Keystone  Automobile  Club 
Keystone  Motors 
Lit  Brothers  Tires 
Lits   Rent  A  Car 
Mallory  Batteries 
Mainline  Ford 
Murphy  Ford 

Motor  Sport   Foreign  Cars 
Plachter    Imported   Cars 
Palmer  Tires 
Marv  Pollow  Chevrolet 
Plymouth  Valiant  Dealers 
0»ford  Chrysler 
Rambler  Dealers 
Rayco  Auto  Seat  Covers 
Swenson  Ford 
Southside  Rambler 
Stylecratt  Seat  Covers 
Waller  Motors 


FOOD   A   DRUG 

HOMI     f  URNISMINGS    A 

HI  I  K.ION   A.  1  OUCATION 

MANUFACTURERS 

Sf  HVIt  1 

Borden  s   ice  Cream 

Breyer's  Ice  Cream 

Clandge  Canned  '.' 

r 

'ist 

.    Beer 

.'■ 

Cadillac  Dog  Food 

' 

Dinner  Cocktail   Juices 

Oil  Heat  Council 

'he   Blind 

Frank's  Beverages 

Freihoter  B 

' 

-   >n  Sugar 

UTIl  .ITU  | 

Rubins    Finaj    Furniture 

Harbisons  D  > 

Keebler  Biscuits 

Sherwin  Williams  Paint 

my 

Patio  Cola 

Silo  Appliance   Stori 

Pepsi  Cola 

Singer   Sewing   Machine  Co. 

Company 

Penn  Maid   Dairies 

Tappan  Ranges 

Spatola  Wine 
Sylvan  Seal  Dairies 

Vogel  Ritt 

Woodland  Gas  Range  Co. 

Shearers  Dairies 

Sealy  Mattrc. 

Sealtest  Dairies 

TRAVEl    A    FNTf  RTAINMENT 

Tasty  Baking  Company 

BANKS    & 

Aquarama   Aquarium 

TOD  Vitamins 

FINANCIAL    INSTITUTIONS 

Atco   D'.t> 

Teem 

Cayuga  Fi 

B'.i                                            Track 

Triple  Cola 

Savings  &  Loan 

Dalaw 

Whitman's  Chocolates 

Federal  Savings 

Gimbel  \    Trjvel    Ag. 

Yankee   Maid   Meats 

&   Loan   A 

Garden  State  Race 

Boscul  Cotter 

Philadelphia 

Liberty    Bell    F 

Coldake  Cold  Tablets 

Saving  Fund  Society 

Lumadrama 

Glo  Lite   Patio  Torch 

Colonial  Federal 

Mui  ' 

Phillies  Ciears 

Saving  &  Loan 

Philadelphia  Lyric  Opera 

Radnai  Hand  Cream 

Newburger   &  Co.    (stocks) 

PhiladeU 
Philadelp" 

RESTAURANTS   A    HOTELS 

REAL   ESTATE 

Ringhng   ! 

Horn  A   Hardart 

Fairies".  Hills  Homes 

' 

Linton's 

Golden   Valley   Horn 

/•cation  SI 

Pagano'S 

Parkwood    Manor    Homes 

United  Airlines 

Zaberer  s 

Bel  Air  Hi 

Umvi 

Hot  Shoppes 

Towne  Gardens  Homes 

Vineland 

Cherry   Hill    Inn 

Michener  Court  Apartments 

Whiteman    Travel    A> 

William  Penn  Inn 

Toltec 

General    Washington 

Buck  Hotel 

Country  Club 

Treadway  Inn 

THEATRES   A 

Guest  Dinners  Club 

PICTURE   DISTRIBUTORS 

MISCELLANEOUS 

Supper  Club  of  America 

Arcadia   The.'" 

Dr     Algase     D<- 
Blue  ' 

Coffee  Chef 

Algon  Theatrical   Enterprises 

Columbia  Pictures 

Democrat  c 

HOME    FURNISHINGS   & 
SERVICE 

Midtown  Theatre 
Paramount  Pictures 

Campa  gn  Com n 
Departm. 

Aim  Cleaners 

Stanley  Warner    Theatres 

'on  Hall   Rest  Horn* 

Adams  Rug  Cleaning 

United  Artists 

Louderback 

Beauty  Style  Bathrooms 

North   American   Moving 
Miller    North    Broad   Storage 
Republican 

M    A    Bruder  Paints 

DEPARTMENT   STORES  A 

Buten's  Paints 

SHOPPING  CENTERS 

Bemco  Mattresses 

Gimbels 

Campaign  Committee 

Contour  Chair  Lounge 

Lit  BrotM, 

Or 

Clymer    Bros     Appliances 

•wbndge  A  Clothier 

Castro  Convertibles 

John    Wanamaker 

' 

Delaware  Valley 

Bazaar  of  All    Nations 

Lumber 

Floor  Coverings 

Cherry    Hill   Discount   Mart 

Dubrow's  Furniture 

Sears    Roebuck  A  Company 

Hair  Dri 

in  Philadelphia,  WPEN  with  a  196 
has  more  local  advertisers  than 
any  other  station! 


>fC    local  ■dlUlhUl  "ho  know   the  marki  ( 

Choose  the  station  (hat  opens  the  purse  string 
h 


radio  93 


Represented  by  AM  Rmlw  .st;/t »  Company 


]\m\ 


»f     III!        I    ill) 


'ONSOR   29   JULY    1963 


METBO-GOLDWYNMAYER  TELEVISION  PRESENTS 


View  from  the  Lion's  Den 

Won 't  Even  Fade  Away. . . 

■  In  the  days  of  booming  film  production 
in  Hollywood,  the  studios  produced  hun- 
dreds of  pictures  a  year.  A  surprising  per- 
centage was  really  good  entertainment.  A 
lot  of  television  stations  discovered  this, 
too,  when  they  bought  those  pre  '48  librar- 
ies. In  the  next  12  months  a  good  many 
contracts  will  be  running  out  on  the  MGM 
pre  '48  features.  What  to  do  about  it? 

■  Well,  good  old  movies  never  die.  They 
don't  even  fade.  The  public  continues  to 
have  a  "thing"  about  Hollywood.  Networks 
and  advertisers  make  hay  with  TV  specials 
about  Stars,  Eras  and  Academy  Awards. 
The  many  fine  films  from  the  Fifties  (though 
more  limited  in  number)  continue  to  draw 
big  audiences  at  most  any  hour.  And  prime- 
time  pictures  haven't  dented  the  stay-up 
habits  of  late  show  fans.  So  stations 
shouldn't  turn  away  from  what  can  be  a 
continuing  program  mainstay  and  money 
maker— that  good  pre  '48  feature  film. 

■  Examples  are  easy  to  track  in  New  York 
City  with  its  daily  ARB  ratings.  On  WCBS- 
TV,  top  pre  '48  MGM  features  played  on 
the  Early  and  Late  Show  racked  up  some 
pretty  remarkable  figures.  Do  you  like  12.4, 
7.0,  12.3?  That's  the  dimensions  of  the 
ratings  for  the  third,  fifth,  and  seventh  run  of 
Boom  Town.  This  in  a  period  of  33  months. 
Or  take  the  Hucksters,  which  premiered 
with  18.6  and  was  delivering  a  10.6  exactly 
eight  runs  and  four  years  later. 

■  Redressing  pre  '48  pictures  does 
wonders,  too.  Four  films  were  "packaged" 
by  WCBS-TV  as  Adventure  Film  Classics 
and  sold  to  a  toy  client  as  pre-Christmas 
specials  on  Sunday  afternoons  last  season. 
A  similar  idea,  called  Family  Classics,  broke 
viewing  habits  in  Chicago  and  put  WGN-TV 
in  a  prime  rating  position  Friday  evenings. 

■  An  offer  of  a  detailed  list  of  more  such 
situations  and  results  has  been  made  by 
Dick  Harper  over  the  phone  to  many  clients 
who  are  already  renewing  their  pre  '48 
deals.  He'll  gladly  send  it  to  anyone  else 
who  drops  a  note  to  him  at  MGM-TV,  1540 
Broadway,  NYC.  Ask  for  "The  Boom  Town 
Bedtime  Story." 

J 


41 


o,,c 


'SPONSOR 


29  JULY   1963 

VOL    17  No.  30 


Key  Stories 

25     OF  SPLIT  POO  SEEP  —  AND  OTHER  FLUFFS 

The  super  blooper  continues  to  haunt,  and  intrigue 
admen,  clients,  announcers  and  the  industry 

27  FURNITURE  DEALER  SPORTS  NEW  AIR  LOGIC 

Pittsburgh  retailer,  a  sponsor  of  "quiet"  programs, 
changes  to  sportcasts;  ups  sales  volume  by  50% 

28  WHITHER  1964:  BUSINESS  BOOM  OR  BUST? 
Economy  rolling  at  record  or  near-record  figures, 
but  economists  see  an  end  to  long-run  upswing 

33     ATLANTA  BLOND  WOWS  'EM  IN  THE  PEACH  STATE 

Georgia  flavor  and  drawl  brings  national  leadership 
to  G.E.  distributor  using  "local  commercials" 

35     TV  NOW  VITAL  FIELD  FOR  MOVIE  PROMOTION 

Old  enmities  disappear  as  major  U.S.  producers 
find  video  strong  medium  for  certain  films 

Sponsor-Week 

9       Top  of  the  News  52  Radio  Networks 

44       Advertiser  &  Agencies  52  Tv  Networks 

53       Stations  &  Syndication  56  Representatives 


Washington  Week— broadcast  ad  news  from  nation's  capital 


Sponsor-Scope 

19       Behind-the-news  reports  &  comments  for  executives 

Departments 


14 

Calendar 

7 

Publisher's  Report 

40 

Commercial  Crit 

ique 

62 

Sponsor  Masthead 

16 

Data  Digest 

62 

Spot-Scope 

14 

555  Fifth 

38 

Timebuyer's  Corner 

56 

Newsmakers 

61 

Viewpoint 

f ° 


SPONSOR    it   Combined  with  TV,   U.S.  Radio,  US    FM   It.    §    1963  SPONSOR  Publication 

EXECUTIVE,  EDITORIAL,  CIRCULATION,  ADVERTISING  OFFICES:  555  Fifth  Ave.,  Ne> 

York  17.  212  MUrray  Hill  7-8080. 

MIDWEST  OFFICE:  612  N.  Michigan  Ave.,  Chicago  1  1,  312-664-1  166. 

SOUTHERN  OFFICE:  Box  3042,  Birmingham   12.  Ala.  205-FA  2-6528. 

WESTERN   OFFICE:  601    California  Street,  San   Francisco  8,  415  YU    1-8913. 

PRINTING  OFFICE:  229  West  28th  St.,   New  York    1,   N.   Y. 

SUBSCRIPTIONS:  U.S.  $8  a  year.  Canada  $9  a  year.  Other  countries  SI  1   o  year.  Smoj 

copies  40c    Printed   in   U.S.A.   Published  weekly.   Second  class   postage  paid  at  NYC 


SPONSOR   29    in.Y  196 


rn 


WHO'S 
N  FIRST 
"LANTA? 


IT  PAYS  YOU  to  take  a  close  look  at  the  "rating  score- 
cards"  for  Atlanta.  The  myth  of  one  station  dominance 
is  gone-!  Today,  audience  leadership  see-saws  back 
and  forth,  virtually  creating  a  two-way  statistical  tie!* 

Best  buy  for  Fall?  WAGA-TV  has  the  edge,  because  we 
enter  Fall  with  CBS'  proven  program  record,  plus  dy- 
namic local  programming  typified  by  our  telecasting 
Atlanta  Cracker  Baseball.  Take  a  lead  on  first  .  .  .  put 
your  pitch  where  it  hits  home  in  Dixie's  First  Market 
.  .  .  on  WAGA-TV!  Ask  STORER  TELEVISION  SALES- 
men  for  Fall  avails. 

tMATBD  TOTAL  HOMB3-ARB  AND  NIELSl  N  "<  TOBER    t9$$-MA\ 


Tlanta 

wagatv 


■i 


LOS  ANGELES 

PHILADELPHIA 

u  : : 

CLEVELAND 

MIAMI 

TOLEDO 

DETROIT 

STORER 

■ 

NEW  YORK 

U  US 

MILWAUKEE 

1  7T 

CLEVELAND 

ATLANTA 

T0LE00 

DETROIT 

ONSOR    29    |t-L>     1 


Why  it  pays 

to  advertise  your  station 

in  a  broadcast  book 


YOU  PINPOINT  YOUR  BEST  PROSPECTS 


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

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

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


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

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

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


a  service  of 


S    P    O 


s  o 


SPONSOR   29  jvly  1(3 


'PUBLISHER'S 
REPORT 


One  man's  view  ol 
significant  happenings  in 
broadcast  advertising 


The  Agency  and  the  rating 

Tin  uncertaint)  and  distress  l«'lt  l>\  broadcasters  as  th<-\  viem  hap> 
■  penings  on  tin-  Washington  scene  i-  paralleled  b)  the  uncertainty 
.mil  distress  ol  ad  agencies  along  Madison  Wenue  and  Michigan 
Boulevard. 

Hut  in  the  case  ol  the  agencies  the  dilemma  stems  from  confusion 
ii\i'i  the  ratings.   \ml  tin-  uncertainty  is  especially  acute  with  reaped 

tO  Bpot  radio. 

To  appreciate  the  position  oi  the  agency  media  man  who  is  asked 

io  |u-iit\  the  buy,  one  musl  recognize  thai  media  evaluation  is  an 
eztraordinar)  difficult  area.  \\  hen  SPONSOR  did  it-  histoi  ic  ///-  \l>  <Iki 
Evaluation  Studs  ten  years  ago  we  discovered  thai  even  the  most 
knowledgable  ami  painstaking  ol  the  national  advertisers  was  hard 
put  to  it  to  isolate  the  effectiveness  oi  one  medium  versus  others  be- 
iuse  so  many  influencing  factors  are  involved.  \ml  tin-  difficulty 
nherent  all  the  ua\  down  to  deciding  which  station  to  use  in  a 
particular  market. 

Variety   underscored  the  current  dilemma    recently    with   a   five- 
column   Leadline   titled.    "AM    RATINGS:    BROKEN    CRUTCH" 
followed  l-\  a  de.k  that  read,  "MEANING1  ESS  l<»  MOS1    \'d  N 
CIES." 

While  I  won't  jio  so  far  as  /  ariet)  there's  no  doubt  in  my  mind  that 
ggerated  and  almost  exclusive  reliance  on  ratings  i  I  \  as  well  as 
radio  i  will  soon  be  a  thing  oi  the  |>a-t.  It  started  with  the  giants  like 
P&G  whose  buys  were  so  frequenl  and  widespread  thai  they  finally 
decided  to  work  l>\  pat  formula  and  sacrifice  the  obvious  values  "l 
tailor-made  buy  ing.  \\  hat  main  other-  have  realized  is  that  firms  like 
P&C  are  in  a  class  by  themselves  and  emulating  then  pattern  >>t  box- 
evaluation  doesn't  make  sense  for  a  lessei  advertiser. 

Strange  as  it  may  seem  to  some,  the  computer  will  make  it  possible 
in  throw  into  the  hopper  other  factors  ol  evaluation  besides  ratings. 

In  the  last  two  months  I   have  heat. I  the  media  and  research  head-  oi 

major  agencies  expound  on  this  point.  ITiey  say,  in  essence,  thai 

framing  a  computer  calls  for  hard  work  in  ferreting  out  demo- 
iphic  and  expert  opinion  data. 

The  expert  opinion  will  come  from  limelni\  e r-  who  grade  BUch 
liverse  factors  as  audience  responsiveness,  -tall  experience,  audience 
imposition,  media   reach,  public  service  record,   image  projected, 

and  main  othei  -. 

N  onal  representatives  tell  me  that  such  agencies  as  <  unningham 
&  Walsh,  Esty,  FC&B,  BBDO,    Vyer,  DDB,  among  others  have  been 

le-emphasizing  rating  worship.  Others  are  coming  to  it.   Meanwhile. 
there's  confusion  galore;  but  you  can  see  the  road  ahead  and  it  looks 
sonabh  smooth. 


fr-7-U^/ 


QUESTION 


What   docs 
kc 
mean? 


ANSWER 


With  5000  watts 


hifc> 


serves     an     area     of 

60,000   sq.    miles 

.    .    .    it    would    tiki 

590,000    w.uts 

or     118    times 

the    power    of 

KWTO  to  serve 

the    same 
area  at   1260  kc 


.")!)  -  Count} 
Primary  Area 

S3. 3    Billion    Market 


Mb 


■ 


"• 


270°o     more    counlio    than 

the  iccond  ifjfion     Thu 

mcjni    MS   573    more    populj 

lion      S2   873   886  000    more 

C  S  I 

SRDS  CM  Djt-i 

Mi,    63 


rVhodo  I 

contact? 


Conljcl  Sjvalli  Gjfct 
formerly  Pcanon  Njftonjl 
R»prrt<-ntili»f-»       la< 

5000    wjrt»/      ^    /|f      W^ 

Springfield,    Missouri 


sponsor  29  iitm    L963 


Tall  "Farm" 


Quaker  Oats  Company's  towering  elevators 
hold  about  10  million  bushels  of  grain. 
They're  part  ol  the  world's  largest  oatery — 
20  buildings  on  1  ">  acres  in  downtown  Cedar 
Rapids,  (.rain  purchases  amounted  to 
about  $30,000,000  in  a  recenl  year. 

On  am  given  da\  some  75%  ol  the  families 
in  the  U.  S.  have  one  or  more  Quaker  Oats 
Co.  products  in  their  pantries.  Besides 
world-famous  Quaker  Oats  oatmeal,  the 
company's  reach  -to-eat  cereals  include 
Puffed  Wheat  and  Rice,  Muffets,  Pack-O- 
I  en  and  Life  Cereal.  The  firm  name  is  con- 
nected with  more  than  200  different  food. 
Iced,  pet  food  and  chemical  products. 
Worldwide  sales  last  year  were  $364,693,000. 


I  he  Cedar  Rapids  plant  alone  employs 
1,275  people. 

Next  time  \ou  think  of  Iowa  only  as  the 
place  where  tall  corn  grows,  think  again. 
It's  the  place  where  farming  is  certainh 
important — but  manufacturing  produces 
live  limes  as  much  personal  income  (about 
$5  billion  vs.  $1  billion  annually)  . 

WMT-TV's  sponsors  advise  wage-earners 
and  farmers  alike  about  keeping  their  in- 
come in  circulation. 

WMT-TV-CBS  Television  for  Eastern  Iowa 
Cedar  Rapids — Waterloo 
Represented  b\   the  Rat/  Agencj 
Affiliated  with  WMT  AM  8c  FM;  k-WMT, 
Fort  Dodge,  WEBC,  Duluth. 


SPONSOR   29  JULY   19f 


'SPONSOR-WEEK 


Top  o  fthe  news 

in  tv/radio  advertising 

29  JULY  1963 


Expansion  in  doubt:  Rapid  business  gains  are 
iiiilikrh  hi  r '( >  I  without  ,i  strong  stimulus 
from  tax  reduction,  "and  even  moderate  ex- 
pansion ma)  be  in  doubt/'  Waltei  W.  Miller. 
chairman  oi  the  President's  Council  oi  I 
in >n lie  Advisers  said  last  Thursday .  In  remarks 
to  House  Banking  Committee,  Hellei  said  main 
thrust  for  rest  i>l  1963  would  come  from  l>n-i- 
ness  capita]  investment,  leaving  less  incentive 
for  continued  increases  in  spending  i<>i  new 
facilities.  Heller's  comments  concur  with 
sponsor  Burve)  oi  business  outlook  (see  page 
28).  Earlier  in  the  week,  Department  oi  Com- 
merce reported  gross  national  product  ol  $579 
billion  in  1963  second  quarter,  topping 
the  $571.8  billion  registered  for  the  first 
quartei . 

Film  tv  profits:  \  $200  million  gross  from  i\ 
film  sales  is  derived  l>\  Motion  Picture  Asso- 
ciation oi  America  companies,  William  II. 
Fineshriber  oi  Motion  Picture  Export  Associ- 
ation reports.  For  the  1963-64  season,  \ll'\\ 
companies  will  suppl)  2<>  hours  oi  network 
programs,  more  than  a  third  oi  prime  time 
shows,  be  added.  $200  million  gross  comes 
from  sales  to  networks,  stations,  and  Bales 
abroad.  Ml*  companies'  income  does  not  in- 
clude t\  station  ownership  revenues,  i\  com- 
mercials, or  other  activities  in  t\.  While  for- 
eign sales  are  modest,  the)  make  a  verj  im- 
portant contribution  to  profits,  Fineshriber 
pointed  out. 

INA  adult  fables:  In  support  ol  a  six-month 
sales  drive  labeled  Achievementland,  Insur- 
ance Compan)  of  America  developed  a  new 
series  oi  t\  commercials.  I  he  one-minute  coloi 
spot-  are  humorous,  animated  parodies  oi 
children"-  fair)  tales  and  will  appear  on  NB(  - 
Saturda)  Nitrht  at  the  Movies,"  and  AB(  - 
"Hollywood  Special.'1  This  is  the  second  con- 
secutive year  in  which  IN  \  has  sponsored 
nighttime  t\ . 


Candidate  endorsement:  Broadi  dut) 

i-    to    endorse    <  andidates    lot    pul>li< 
\\  \l<   \  new  -  and  publii  afTaii  s  dii 
luiii'i  said  in  addie--  prepared  foi   \  itional 
I'n  oadi  ast   Editoi  ia  I  •  onferem  e,    Athens,  I 
Saturday.    In    advocating    practice,    which    i- 
currentl)  undei  scrutin)   in  Congress,   I  m 
said  there  is  "little  point  in  making  a  public 
clamoi  about  issues  oi  the  da)   1 1  we  are  not 
prepared  to  prescribe  remedies  .md  back  men 
uho  are  best  equipped  to  administei   them. 
W  MC  A,  now  endorsing  candidates  in  all  V  ^i  . 
cit)    ami   state  elections,  was   first   Btation  to 
broadcasl   editorial-   as   a    regulai    program- 
ing  polll  A  . 

Editorial  support:  Broadcasters  face  a  con- 
stant struggle  with  those  who  would  curtail 
then  freedom  oi  expression,  including  the 
right  to  editorialize,  \  AB  special  assistant  t<» 
the  president  Mar)  Ann  Cusack  said  Frida)  at 
Athens  editorial  conference.  Broadcasters  have 
been  battling  opponent-  oi  editorializing  since 

the  L930*S,  Dr.  Cusack  Said,  and  must  main- 
tain their  determination  to  ^i\«-  people  fail  and 
intelligent  opinion-  on  communit)  and  politi- 
cal affairs. 

Times  comeback:  New  York  Times  reports  net 
oi  $1,758,000  in  second  quarter,  reducing 
losses  m  the  first  hall  to  $2,673,000  foi  the  Bix 
months  ended  30  June.  <  rperating  profit  in  the 
period  la -i  \  e.i i  was  $743,000.  Operations  loss 
oi  $4.4  million  was  incurred  during  first 
quartei  during  length)  newspapei  strike. 

Relay  record:   RCA  communications  satellite 
Rela)    I    has  operated   successful!) 
days,  as  oi  today,  l><   \  reports.  Previous 
old   for  satellite  was   !<">•>  <\.i\~.  Satellite 
been    used    i"i    numbei    oi   i\    transn 
including  -I  March  first  coloi   show.  S 
Rela)    i-  -<  heduled  foi   launching  some  I 
this  fall. 

SPONSOR  WEEK  continues  on  page  10 


™$0R  29  july  1963 


I  Top  of  the  news 


^SPONSOR"*WEEK 


1  (continued) 


Olympic  plan:  Work  is  proceeding  rapidly  for 
October  1964  Olympics  in  Tokyo,  NHK 
(Japan  Broadcasting)  reports.  Facilities  in- 
clude NHK  Broadcasting  Center,  with  com- 
plete recording  tape,  and  kinescope  equip- 
ment; mobile  broadcasting  equipment  of  all 
types,  color  tv  equipment;  radio  and  tv  con- 
nections at  all  sites,  and  total  of  45  radio  and 
seven  tv  studios.  NBC  TV  will  cover  the  event 
in  U.S. 

N.  Y.  film  festival:  Third  International  Film 
Festival  is  slated  for  New  York,  8  to  10  Octo- 
ber. Innovations  include  citations  for  actors 
in  commercials  and  new  award  categories  for 
tv  film  and  tv  tape  programs.  Commercials 
can  now  be  entered  in  series,  with  a  require- 
ment of  three  episodes,  in  addition  to  previous 
eligibility  for  single  commercials. 

TV  share  rises:  Top  100  advertisers  placed 
57.9%  of  measured  media  billings  in  tv  dur- 
ing 1962,  TvB  reported  today.  Share  is  up 
from  55.3%  in  1961.  Total  billings  for  100 
rose  to  $1,855,632,209  from  $1,690,615,238 
in  the  year  earlier.  Among  the  leaders,  news- 
paper billings  dropped  $2.6  million,  only  de- 
cline among  media.  TV  went  up  14.8%  to  top 
a  billion   for  the  first  time:  $1,073,979,989. 

Seven  for  seven:  Seven  advertisers --Lever, 
Nestle,  Clairol,  Dow,  Abbott  Labs,  Liggett  & 
Myers,  and  Block  Drug— have  signed  for 
seven-week  run  of  Portrait  on  CBS  TV,  Fri- 
days, 10:30  to  11,  starting  9  August.  Short-run 
show  replaces  Eyeivitness. 

Auto  buy:  Chrysler-Plymouth  dealers  have 
signed  for  sponsorship  of  49er  football  radio 
broadcasts  on  KSFO,  San  Francisco  and 
Golden  West  Radio  Network.  Renewing  spon- 
sorship were  Standard  Oil  of  California,  Bur- 
germeister  Beer  and  Corina  Cigars. 


HARRIS 


P.M.  promotions:  Key  marketing  promotions 
at  Philip  Morris  are  Donald  Harris  to  direc- 
tor of  media  and  pro- 
graming, Clifford  B. 
Wilmot,  Jr.  to  assistant 
Marlboro  brand  man- 
ager, and  Vincent  J. 
Weiner  to  production 
supervisor.  Harris  was 
v.p.  and  director  of 
media  for  Fitzgerald 
Advertising,  New  Or- 
leans, before  joining  the  tobacco  company. 
Wilmot  is  former  media  buyer  for  BBDO, 
Weiner  was  previously  with  PM's  advertising 
department  as  assistant  to  the  advertising 
manager. 

Factor  consolidates:  Max  Factor  and  Geyer, 
Morev  &  Ballard  have  terminated  relationship. 
Factor  is  switching  billings  to  Carson/Roberts 
which  previously  handled  part  of  account. 
Factor,  with  L.A.  headquarters  said  move  was 
for  efficiency,  with  Carson/Roberts  located  in 
Los  Angeles  also.  Termination  was  reported  on 
friendly  basis. 

TvQ  signs  two:  Procter  &  Gamble  and  Need- 
ham,  Louis  &  Brorby  have  signed  for  TvQ 
service.  While  P  &  G  is  only  the  second  adver- 
tiser to  sign  for  Tv  data  (General  Motors  wa- 
the  first,  the  two  are  the  largest  advertisers  in 
the  country,  with  nearly  a  quarter  billion  in  all 
media.  P  &  G  is  top  tv  advertiser.  Agency  list 
includes  nearly  a  score. 

McCullough  elected:  Clair  R.  McCullough, 

president  of  Steinman  Stations  and  former 
NAB  board  chairman,  has  been  elected  presi- 
dent of  Broadcasters  Foundation,  succeeding 
the  late  Arthur  Simon.  McCullough  and  \\  il- 
liam  S.  Hedges  were  also  elected  to  the 
directorate. 

SPONSOR-WEEK  continues  on  page  12 


10 


SPONSOR  29  july  196 


MAXIMUM  RESPONSE 

-that's  advertising  efficiency. 


WBAL  TV,  BALTIMORE 

MARYLAND'S  NUMBER  ONE  CHANNEL  OF  COMMUNICATION  ' 


NATIONALLY  REPRESENTED  BY  EDWARD  PETRY  &  C 


-SPONSOR-WEEK! 


Top  of  the  news 

in  tv/radio  advertising 

(continued) 


Gillette  ad  manager:  Ric 
new  advertising  manager 
Razor,  A  Craig  Smith, 
advertising  v.p.  has  an- 
nounced. Thomas  join- 
ed Gillette  in  1959  as 
product    manager    for 
new    products    depart- 
ment, and  in  1961,  was 
promoted    to    adminis- 
trative assistant  to  the 
president.  Prior  to  join- 
ing Gillette,  Thomas  was 
the  advertising  department 
ble. 


hard  L.  Thomas  is 
for  Gillette  Safety 


THOMAS 

brand  manager  in 
of  Procter  &  Gam- 


Bayer  nears  victory:  Federal  Trade  Commis- 
sion appears  to  have  given  up  the  ghost  on 
Bayer  Aspirin  case.  FTC  hearing  examiner 
has  recommended  dismissal  for  failure  of 
proof  on  charges  that  Sterling  Drug  and  its 
agency,  Dancer-Fitzgerald-Sample,  made  false 
claims  in  its  advertising  referring  to  the  now 
famous  report  on  comparative  effectiveness 
of  analgesics.  Report,  ordered  and  paid  for 
by  FTC,  and  later  quoted  in  Journal  of  Ameri- 
can Medical  Association,  was  gleefully  fea- 
tured by  Sterling  to  justify  its  claims  that 
aspirin  is  gentle  as  a  sugar  pill,  does  not  upset 
the  stomach  as  often  as  multi-formula  pain- 
killers, etc.,  etc.  Rueful  rundown  in  the  FTC 
examiner's  suggested  dismissal  says  that  in 
addition  to  the  numerous  network  tv  and  radio 
commercials,  the  disputed  advertising  appear- 
ed in  199  newspapers  in  98  cities.  FTC  ex- 
aminer Eldon  P.  Schrup  says  no  new  evidence 
has  been  introduced  since  dismissal  of  injunc- 
tion request  in  U.  S.  District  and  Appeals 
Courts,  to  give  weight  to  commission  charges 
thai  the  public  was  misled  into  thinking  the 
product  was  endorsed  by  the  government  and 
the  AMA.  Sterling  Drug  said  commercials  did 


not  claim  endorsement.  Court  had  invited  FTC 
to  go  ahead  with  regular  cease  and  desist 
order,  if  agency  felt  it  had  solid  case  that 
could  meet  further  court  tests.  Examiner 
Schrup  doesn't  think  the  Commission  has  it. 
More  than  likely,  FTC  commissioners  will 
agree.  FTC's  very  similar  case  against 
Plough's  St.  Joseph  aspirin  advertising  may 
founder  on  the  same  weakness.  Plough,  and 
its  agency  Lake-Spiro-Shurman,  have  denied 
charges  that  its  advertising,  based  on  the  same 
research  report,  was  misleading  to  the  general 
public. 


Plymouth  buys  news:  Chrysler's  Plymouth 
division,  through  N.  W.  Ayer,  has  bought  alter- 
nate quarter  hours  on  Huntley-Brinkley  NBC- 
TV  newscasts.  Show,  which  becomes  half  hour 
this  fall,  is  about  90 %  sold  out  at  the  present 
time. 


Sports  specials:  NBC  TV  will  inaugurate 
weekly  90-minute  sports  specials,  Saturdays, 
starting  11  January,  covering  various  events 
both  live  and  tape.  Shows  are  scheduled  4:30 
to  6  p.m. 


Newsmakers  at  deadline:  Paul  Raymond  has 
been  named  general  sales  manager  for  WAGA- 
TV,  Atlanta.  Raymond  was  local  sales  man- 
ager. He  succeeds  Buzz  Hassett,  new  assistant 
genera]  manager.  WGHP-TV,  Greensboro- 
High  Point.  N.  C.  Charles  J.  Luplon.  account 
executive.  mo\es  up  to  \\  \(i\-T\  local  sales 
manager.  .  .  .  Stuart  B.  Upson.  Dancer-Fitz- 
gerald-Sample  account  supervisor,  appointed 
agency  senior  \  ice  president. . . .  Paul  J.  Miller 
has  resigned  as  general  manager  ol  \\  \\  \  \. 
Wheeling.  Miller  has  been  with  the  West 
Virginia  station  since  L931.  No  future  plans 
were  reported. 

SPONSOR-WEEK  continues  on  page  44 


12 


SPONSOR   29  JULY  196 


WEEKENDS  ARE  DIFFERENT. . .  SO  IS  MONITOR 

People  are  different,  weekends  They  boat,  fish,  eat  outdoors,  go  places,  loaf,  do-it-themselves,  don't-do-it-them- 
selves  . . .  they  want  to  be  amused  .  .  .  they're  easily  bored  . . .  what's  going  on? . . .  here? . . .  there? . . .  everywhere? 
let's  have  a  laugh!  ...five  alarm  fire! ..  .golf ..  .Mike  Nichols. .  .Chet  Huntley. .  .Elaine  May...  Mel  Allen...  Al 
<elly...  David  Wayne. .  Jonathan  Winters. .  .Celebrity  Sports?. ..  like  Jackie  Gleason!  ...or  Ginger  Rogers! . .  Perry 
-omo!  Something  for  everyone . . .  specially  sponsors.  Say,  is  this  radio? ...  no,  it's  WEEKEND  MONITOR ...  NBC  RADIO. 


sponsor  29  jun    L963 


*555  FIFTH 


Letters  to  the  Editor 

and  Calendar 

of  Radio/Tv  Events 


SINDLINGER  NOTES  INCONSISTENCY 

This  is  a  friendly  note  to  point 
out  an  inconsistency  in  your  1  July 
issue,  on  Page  7  of  your  signed  Pub- 
lisher's Report,  item  2: 

"Remember  that  radio  is  one  me- 
dium which  never  gets  full  credit 
for  all  listening.  There  is  no  known 
system  of  measuring  radio  listening 
that  can  count  up  all  the  multiple- 
set  in-home  and  out-of-home  listen- 
ing which  really  goes  on.  So,  in  ac- 
tuality, you  generally  get  more  than 
you  bargained  for  when  you  buy 
radio.  The  major  auto  manufactur- 
ers have  learned  this  in  recent  years 
and  have  been  taking  full  advant- 
age of  it." 

I  had  explained  to  you  previously 
the  automobile  companies  were 
using  our  data  for  the  past  three 
years  because  our  methods  show 
the  multiple  set  in-home  and  out- 
of-home  listening  which  really  goes 
on. 

On  Page  16  you  have  a  very  fine 
report  and  make  the  point  that  we 
are  measuring  total  listening  at 
home,  in  automobiles,  etc.  As  you 
see,  you  have  an  inconsistency  in 
the  same  issue. 


And,  again,  I  want  to  point  out 
that  ours  is  the  only  method  on  a 
people  basis  that  measures  total 
radio  —  the  thing  you  have  long 
been  preaching. 

Albert  E.  Sindlinger, 

President,  Sindlinger  &  Co., 

Norwood,  Pa. 


ACCOLADE  FROM  ABC 

Excellent  article  on  network  ra- 
dio in  your  15  July  issue.  Congratu- 
lations on  your  objectivity. 

Robert  Pauley, 

President,  ABC  Radio 
New  York 


CO-FOUNDER   OF   VETERAN'S   HOSPITAL 

We  greatly  enjoyed  the  article 
'  T'  for  Tape"  by  A.  Carl  Rigrod  in 
your  1  July  issue. 

We  can't  help  but  wish,  however, 
that  in  the  resume  of  his  distin- 
guished career,  you  might  have  in- 
cluded the  fact  that  Carl  Rigrod 
was  one  of  the  co-founders  of  this 
volunteer  organization  fifteen  years 
ago. 

Rigrod  spearheaded  a  group  of 

H 


"CALENDAR 


JULY 

Radio  Broadcast  Seminar,  Barring- 
ton  Summer  Conference,  Barrington 

1       College,  Barrington,  R.  I.  (28-1  Au- 

1        gust). 

AUGUST 

Atlantic  Assn.  of  Broadcasters,  con- 
vention, Newfoundlander  Hotel,  St. 
John's,  Newfoundland  (4-6). 

Georgia  Association  of  Broadcasters, 
=       tv  day,  Macon,  Georgia  (14). 

Oklahoma  Broadcasters  Assn.,  con- 
vention, Western  Hills  State  Lodge, 
Wagoner,  Oklahoma   (23-24). 

Flaherty   Film    Seminar,   9th    annual 


=511 
14 


seminar,  Sandanona,  Vermont  (24-3 
September). 

SEPTEMBER 

American  Women  in  Radio  and  Tele- 
vision, educational  foundation,  hoard 
of  trustees  meeting,  New  York  (7). 

American  Women  in  Radio  and  Tele- 
vision, southwest  area  conference. 
Houston,  Texas  (13-15). 

American  Assn.  of  Advertising  Agen- 
cies, Western  region  convention. 
Mark  Hopkins  Hotel,  San  Francisco 
(17-19). 

Advertising  Federation  of  America, 
10th  district  convention,  Commo- 
dore Perrv  Hotel,  Austin,  Texas  (19- 
21). 


broadcast  and  advertising  execu- 
tives who  have  remained  loyal  and 
helpful  to  the  Veterans  Hospital 
Radio  and  Television  Guild  ever 
since. 

Our  membership  simply  wants 
you  to  know  that  in  addition  to  his 
maintaining  an  enviable  record  in 
advertising  and  winning  awards, 
Carl  still  takes  time  to  help  others 
less  fortunate. 

Douglass  Parkhirst. 

President,  Bedside  Network 

Veterans  Hospital  Radio  &  Television  Guild 

New  York 

PACIFICA  PRAISES  PRESSURE  PROBE 

Your  two-part  series  on  the  [in- 
sures on  radio  and  tv  in  sponsor, 
does  Pacifica  Radio  a  great  service 
by  reporting  some  of  our  specific 
problems  with  the  Senate  Internal 
Securitv  Subcommittee  and  the 
FCC. 

In  this  and  other  cases  you  state 
intimidation  may  be  subtle  or  bla- 
tant, but  it  takes  two  to  be  intimi- 
dated, and  we  at  Pacifica  have  no 
intention  of  changing  our  program 
policy. 

If  we  did  avoid  the  controversy, 
we  would  lose  one  of  our  primary 
reasons  for  existence. 

One  of  the  marks  of  an  open  so- 
ciety is  whether  free  speech  can  be 
exercised  when  criticims  get  close 
to  the  bone.  It  should  not  be  neces-i 
sary — but  it  is — to  recite  the  litany 
that  this  is  not  the  ease  in  the  USSR 
(nor  in  Spain  and  Formosa.  I  might 
add).  "National  Security"  is  a  ta\or- 
ite  catch-all  to  justify  limiting  infor- 
mation and  opinion. 

The  Senate  Subcommittee  has 
stated  several  times  through  vice- 
chairman  Dodd  that  it  was  not  in- 
terested in  Pacifica's  programing. 
yet  many  of  the  questions  put  to 
me  in  the  hearing  concerned  per- 
sons who  had  appeared  on  pro- 
mams. 

Following  these  hearings,  tin 
Subcommittee  "requested"  tran- 
scripts of  three  programs  concern- 
ing the  Subcommittee  and  the  gen 
eral  subject  of  investigations  that 
we  had  aired.  When  I  inquired  B! 
to  the  relevance  of  these  broadcast! 

SPONSOR   29  JULY  19K. 


to  the  pui  posea  "l  the  Sub<  otnrnrl 
di  I  w  .is  infoi  med  thai  it  w  as  en 
tin  U  u|)  tn  me  « hethet  I  supplied 
tin  program.  The  inference  was 
clem  .!->  to  the  conclusion  thai 
would  !•<'  draw  ii  it  I  refused  I  senl 
the  tapes    We  have  heard  nothing 

III'  M  . 

The  investigation  has  i"st  us  s©> 
(i.il  thousand  dollars  in  tunc  and 
legal  fees.  Initial!) .  it  boosted  oui 
luhseription  rate,  I >ut  foi  some  1 1 
son  whieh  ma\   or  ma)   not  be  .it 
tul  nitod  to  the  investigation  our  sjib* 
jcription  has  dropped  well  below 
the  average  for  the  usual  summei 
slump. 

\t  tins  w  i  it  in'.;  the  licenses  l"i 

our  three  st.itions  are  ^ t  i  1 1  in  limbo. 

We  have  made  occasional  mistakes 

-  e\en  blunders  m  programing, 
hut  ,in\  objective  examination  <■! 
our  broadcasting  oxer  the  p.ist  1  I 
years  must  conclude  that  Pacifica 
has  performed  a  \  aluable  and  nee 
ess.nA  public  service.  I  think  the 
1  (   (  '  must  so  .mice,  or  we  are  all  in 

serious  trouble. 

I  am  grateful  that  you  have  en- 
tered the  tra\  with  a  forthright 
statement. 

Trevor  Thomas. 

Acting  President 

Pacifica  Foundation 

Berkeley.  Calif. 

WKET  FM  HAS  NEW  CAR  LETTER  ALSO 

In     the     1")    Jul)     issue    ol     your 

insor    magazine    tlure    was    an 

advertisement  for  YVGN  in  Chicago 

■  in  patje  17.  The  advertisement  was 

ut  a  new  ear  letter,  whieh  VYGN 

sends  out  to  new  ear  buyers.  The) 

stated  that  the)    are  the  first  in  the 

nation    to   have   such   a   letter.    You 

\    he   interested  to  know,  we  .it 

Wki    I    1   \|   Si  I    Id  O    also    have    a 

new  car  letter.  Although  we  do  not 

nl  our  letter  to  all  new  car  buyers 

in  our  market,  we  do  send  it  to  the 

new  ear  buyers  who  have  included 

their  new  car  an  1"\I  radio.  This 

way    we    stimulate    interest    in    our 

station  as  well  as  fine  music,  and  at 

line  time  w  ish   the  Inner  and 

s  famil)   man\   miles  of  happiness 

with  his  new  car. 

We  at  \\  kl    I    I  \|  think  this  ,s  ., 
od   promotion,   and   we   are   vers 
iapp)   to  see  that  others  feel  the 
- .une  w  ay. 

Frank  R  Unum. 
Account  Executive.  WKET-FM-STEREO 
Soeidel  Broadcasting  Corp. 
Kettering,  Ohio 


40  MILLION  FISHERMEN 

AND  LET  YOUR  CLIENTS  CAST  FOR  A  SHARE  OF  THE  OVER  5  BILLION  DOLLARS  THEY  SPEND 
ANNUALLY!  The  lure  is  an  exciting,  new  television  series,  "The  Flying  Fisherman,"  starring 
Gadabout  Gaddis.  Here  are  26  half-hours  (in  Eastmancolor  or  B&W)  filled  with  the  thrills  and 
beauty  of  outdoor  living  in  America,  plus  the  inside  tips  all  fishermen  want  to  know.  •  •.**"( 
Gaddis  is  an  old  pro  with  a  personality;  a  great  teacher,  but  basically,  just  another  fisherman. 
Here's  action  and  beauty  that's  right  for  the  entire  family.  Here,  at  last,  is  an  UNTAPPED  MAR 
KET.  :  "^(  An  audience  conservatively  estimated  at  40,000,000.  A  loyal  audience!  Just  how 
loyal?  Gaddis  sold  811  cars  in  one  month  for  a  Houston  dealer.  Gaddis  upped  gas  and  oil  product 
sales  over  30%  in  the  first  month  for  a  major  company  in  Schenectady.  •  ;  V  (  Gaddis  has 
sold  out  tackle  shops  in  the  middle  of  winter.  Here's  the  show  that  delivers  more  homes  than 
any  other  sports  show,  syndicated  or  network!  Early  results  prove  that  Gaddis  is  going  great  in 
Boston,  Providence  and  Syracuse.  •  V"^-*  40.000,000  fisherman  can't  be  wrong.  Remember, 
they  spend  5  billion  plus  annually  on  equipment  and  related  items  like.  cars,  gas,  clothing,  etc. 
<S5rt  Are  the  advertisers  in  your  market  getting  their  share?  Write  or  call  collect  for  full 
program  details,  complete  merchandising  tie-in  promotions,  and  the  surprising  low  cost.  Isn't 
it  time  the  "Flying  Fisherman"  went  to  work  for  new  profits  in  your  market?     <ZT 


IVw 


ftf\H6fv 


40  MILLION 

FISHERMEN 

SPEND  OVER 

5  BILLION  DOLLARS 

A  YEAR 


GADABOUT  GADDIS  PRODUCTIONS 

Statler  Office  Building,  Boston  16.  Mass..  Liberty  2  9633  (Code  617) 


P0NS0R   29   JUL1 


13 


£p   for  Orlando 
Daytona  Beach 
Cape  Canaveral 


"DATA  DIGEST 


Basic  facts  and  figures 
on  television  and  radio 


UHF  Set  Production  Inches  Upward 

Starting  in  April  1964,  all  channel  tv  sets  will  be  required  by 
government  mandate.  Though  this  fact  has  been  known  for  many 
months  now,  uhf-equipped  sets  are  not  yet  rolling  off  production 
lines  in  substantially  greater  numbers.  May  production  figures  re- 
leased by  Electronic  Industries  Association,  in  fact,  shows  only  57,- 
208  tv  sets  with  uhf  tuner,  out  of  507,499  sets  produced  in  the  month. 
The  proportion  in  the  month  a  year  ago  was  similar,  39,409  tv  sets 
with  uhf  tuner,  out  of  474,647  sets. 

The  year  to  date  shows  only  slightly  better  progress  to  meet  the 
deadline  next  year.  In  the  first  five  months  of  1963,  2,794,917  sets 
rolled  off  the  assembly  lines,  325,839  with  uhf  tuner.  The  same 
period  a  year  ago  showed  2,674,848  sets,  225.163  with  uhf  tuner. 


TV  PRODUCTION 


Total  TV 


TV  With  UHF  Tuner 


Year-to-date  '63 
Year-to-date  '62 


2,794,917 
2,674,848 


325,839 
225,163 


While  total  tv  production  was  growing  slightly  in  1963.  radio  set 
manufacturing  showed  a  small  decrease.  In  the  first  five  months, 
some  6.9  million  radio  sets  were  produced,  against  7.5  million  a 
year  ago. 


16 


RADIO  PRODUCTION 

Total  Radio 

Auto  Radio 

FM  Radio* 

May 

1,384,063 

555,812 

119,756 

April 

1,359,769 

596,899 

102,208 

March 

1,568,381 

677,613 

100.940 

February 

1,389,652 

657,691 

75.544 

January 

1,229.507 

594,505 

87.641 

Year-to-date 

'63 

6,931,372 

3,082,520 

486,089 

Year-to-date 

'62 

7,542,572 

2,642,473 

367,221 

SPONSOR  29   inv   196.: 

Investment  Opportunity 


nm  are  looking  at  a  part  of  your  employee  benefit  pro- 
:ram.  It's  part  of  your  neighbors*,  loo.  And  >  our  suppliers' 

md  \our  customers'  and  your  competitors'.  It  is  there  for 
(II  Americans  to  enjoy. 

A  health)  economy  is  a  bulwark  of  the  freedom  it  s\ni- 
K)lizes — and  of  our  freedom  to  enjoy  it. 

American  businessmen  like  you  can  protect  the  in\cst- 
nent  you  have  in  this  benefit  program  by  promoting  the 
reasury's  Payroll  Savings  Plan  for  U.S.  Savings  Bonds. 
t  makes  for  a  strong  America  and  a  sound  America.  And 
t  engenders  a  sense  of  thrift  and  independence  and  con- 
ervation  that  helps  us  all  to  fathom  the  real  significance 


of  monuments  like  that  set  in  the  beautiful  Black  Hills. 
When  you  bring  the  Payroll  Savings  Plan  into  sour 
plant — when  fou  encourage  your  employee*  to  enroll 
are  investing  in  the  most  precious  o\  America's  natural 
resources.  In  the  sastnesscs  o\  its  mountains  and  plains 
and  coasts  that  offer  physical  and  spiritual  recreation  to  us 
and  our  children.  You  are  investing  in  the  heritage  and  the 
future  o\  America.  In  freedom  itself. 

Don't  pass  this  investment  opportunity  by.  Call 
State   Savings    Bonds    Director     Or   write   '  the 

Treasury  Department,  IS.  Savings  Bonds  D 
Washington  25,  D 


'*(B)S      in  your  plant. ..promote  the  PAYROLL  SAVINGS  PLAN  for  U.S.  SAVINGS  BONDS 


The  U.  S.  Gorernment  cL*es  not  pay  for  this  advertisement.  The  Treasury  Department  thanks,  far  thftr  patriotism.  The   AJirrtitimj  ( 

'ONSOR   29    iua     1 


'~-Jl'.      -i: 


IT 


look  South  . . .  and  you'll  \  see  7vQ 


Columbus,  Georgia  is  a  market  on  the  move.  And  TV-3  is  the  major  medium 
moving  forward  with  this  market.  Annual  retail  sales  within  our  Grade-B 
coverage  is  a  whopping  $1.2  billion.  When  you  look  south  ...  look  closely 
and  you'll  buy  TV-3  . . .  Columbus,  Georgia. 


WRBL-TV 

Columbus,  Georgia 

TELECASTING   FROM   THE 
WORLD'S  TALLEST  TOWER 

"1749  feet  above  ground" 
J.  W.  Woodruff,  Jr.,  Pres.  and  Gen.  Manager 
Ridley  Bell,  Station  Manager 
George  (Red)  Jenkins,  Dir.  National  Sales 


CBS 


NBC 


REPRESENTED  BY 

GEORGE  P.   HOLUNGBERY  COMPANY 


18 


SPONSOR  29  ji-ly  198  j 


'SPONSOR-SCOPE 


Interpretation  and  commentirv 
on  most  significant  tv/radio 
and  marketing  news  of  thi  wnk 


29  JULY   1963 


Cream  of  Wheat  may  be  quietly  easing  out  of  the  spot  radio  medium. 

The  veteran  air  client,  whose  account  is  handled  bj  Ted  Bates,  has  been  tV'testinf, 
in 20 markets     all  in  Nielsen's  East-Central  ares     since  February.  Full  resulti 
expected  by  the  end  of  1963. 

At  the  moment,  85%  of  the  ('ream  of  Wheat  budget  il  in  spot  radio,  and  because 

of  an  increase  in  budget  the  spot  campaigns  scheduled  Cor  fall  aren  t  likely  to  be 

affected.  Budgets  for  the  t%  test  are  drawn  from  radio. 

Bates  recently  held  a  media-plan*  meeting  on  Cream  of  Wheal  with  tv  holding 
an  important  <pot  on  the  agenda. 


A  switch  in  tv  shows  can  also  spell  a  local-level  switch  in  audience  composition. 

In  Pittsburgh   recently,   KDK  \-  I  \    substituted   the    Four  Star--yndicated   7.<uu 
Grey  Theatre  for  a  juvenile-appeal  afternoon  series.  Funsi  ille. 

Before  the  change,  there  were  699  kids  watching  KDK  \ -TV  during  the  4:30-5 
p.m.  period  for  every  200  men  and  2  18  women.  After  the  change  to  the  adult-ap; 
western,  the  audience  composition  changed  radically  within  a  few  weeks. 

Male  viewers  increased  84%,  women  162.5%  and  children  decreased  nearly 
71  r'<   in  the  time  period.  There  was  also  a  major  hop  of  356! '   in  the  number  of  t 
agers  viewing.  Over-all  program  rating  jumped  20%  and  share  jumped  52. 

Moral  for  media  buyers:  watch  audience  composition  figures  BS  well  as  rating- 
when  stations  are  re-programing  afternoon  schedules. 


That  NBC  o&o  "rating  disclaimer"  is  also  being  used  at  network  level,  too. 

The  disclaimer  (see  Sponsor-Scop.  .  22  July),  which  states  that  audience  data 
are  "subject  to  the  qualification-  issued*1  by  rating  services,  is  now  appearing  in  new 
slide  presentations  by  NBC  TV  Sal 

Treatment  is  very  light-touch:  the  slide  is  dressed  up  with  the  kind  of  type  and 
ornaments  found  in  1890  posters.  And.  there'-  a  similar  disclaimer  00  the  "word- 
used  herein."  They  are.  savs  NB<  .  "from  such  language  services  SS  Webster  and 
Roget.  and  are  liable  to  the  applicability  provisions  of  these  lervi 


Long-suffering  N.Y.  Central  commuters  to  Madison  Avenue  may  have  new  reasons  to  wonder. 

Central  has  taken  a  rait-  step  into  radio,  buying  W  a-hington  commentator  Dl 
Pearson  in  seven  areas:   WMCA,  Gary;   WCMR,   Elkhart;    WISH,   Indiana^ 
\\(  KV.  Cincinnati:  Wllin.  Dayton;  WCOl  .Columbus;  and  W  ll"\.  Erie.  New  N 

Central  Spokesman  calls   it   a   Step  ahead,   "because   radio   is  entering  B   new   era  of 
recogtiitioti  as  a  productive  advertising  and  public  relations  medium." 

If  Central's  radio  campaign  is  public  relations  ti  ty  commut- 

may  have  cause  to  WOITy  about  omission  of  New  York  from  advertising  schedule. 

1/29  july  1963  19 


"SPONSOR-SCOPE 


I     (CONTINUED) 


Something  new!  —  A  tv  show  to  which  the  kiddies  can  talk  back. 

It's  the  brainstorm  of  Aniforms,  Inc.,  which  has  developed  a  low-cost  technique 
of  motor-animated  drawings  for  cartoon  tv  commercials. 

In  a  field  test  last  week  at  Bergen  Mall  Shopping  Center  (Paramus,  New  Jersey) , 
a  "special  tv  receiver"  was  used  in  which  the  cartoon  character  of  Fred  Flintstone 
appeared  to  stop  in  the  midst  of  a  typical  tv  scene  and  began  to  chat  directly  with 
the  small  fry  in  the  audience. 

According  to  Aniforms,  young  audience  members  "can  break  the  tv  barrier  of 
a  filmed  animated  cartoon  and  have  one  of  the  characters  enter  the  world  of  reality 
by  talking  directly  to  him." 

The  animation  firm  hopes  to  book  similar  tv  appearances  at  shopping  centers 
and  department  stores  for  major  tv  advertisers. 


Temple  Houston  for  Robert  Taylor  switch  has  led  to  few  advertiser  problems. 

Five  of  eight  advertisers  set  for  the  Four  Star  produced  Taylor  show  will  stick 
with  the  new  Warner  Bros,  package.  They  are:  Buick,  Heinz,  Pharmacraft,  S.  C. 
Johnson,  and  Lehn  &  Fink.  Helena  Rubinstein  pulled  out  of  the  time  period  and 
went  into  Tonight.  Sherwin-Williams  dropped  out  completely  when  the  Taylor  show 
was  yanked. 

MGM,  which  had  a  minute  scheduled  for  Taylor,  reportedly  will  stay  with 
the  Warner  replacement. 

Making  up  for  the  losses,  NBC  TV  signed  Goodyear  and  Bristol-Myers  for 
Temple  Houston.  In  similar  good  business  note,  network  reported  some  $16  million 
in  new  business  and  renewals  in  past  six  weeks. 


Is  another  price  breakthrough  on  color  tv  sets  coming  soon? 

Admiral  had  previously  announced  a  set  for  $399.95.  Now  comes  Sears  with  a 
consolette  at  $399  during  national  home  appliance  sale  which  began  last  week.  Sears 
sales  are  frequent  enough  to  allow  prospects  to  buy  at  different  times  of  year  at 
reduced  price. 

More  important,  Sears  is  big  enough  to  take  a  small  profit  on  the  sets,  a  step 
which  could  force  manufacturers  to  cut  prices  to  retailers.  RCA  had  built  the  set  for 
Sears  until  about  a  year  ago,  but  Warwick  is  now  the  maker. 

Somewhere  on  the  horizon  is  another  development  which  could  really  rock  the 
color  tv  set  market:  Japanese-made  color  receivers  with  relatively  small  screens  and 
modest  price  tags. 


Captain  Kangaroo  isn't  just  for  kids. 

Nielsen  data  for  past  season  shows  one  third  of  audience  to  CBS  TV  show  in 
the  over  40  age  bracket.  Major  audience  strength  for  show  however,  remains  in  the 
under  40  bracket.  Monday  through  Friday  broadcasts  have  67%  of  audience  with 
younger  families.  In  comparison,  national  average  for  tv  homes  with  a  household 
head  under  40  is  32^  . 

20  SPONSOR/29  july  19 


"SPONSOR-SCOPE 


CONTINUED) 


Reps  are  quietly  optimistic  about  spot  radio's  chances  for  fall. 

Spokesmen  at  a  number  <>f  top  rep  firms  put  it  this  way: 

•  Mctm  Broadcast  Sales:  I  In-  nexl  seven  or  right  weeki  ihould  Ik-  Ihmw  and 
the  tall  should  be  excellent 

•  Henry  I.  Christal:  "We've  had  a  bettei  reception  foi  ipol  radio  in  food 
category  acconnts  than  in  tin'  past  four  years." 

•  Robert  E.  Eastman:  "Tin-  market  definitely  look-  bullish   for  fall." 

•  AM  Radio  Sales:  "'The  old  SUmmei  fall-off  and  fall  |n<  kiip  i-  none.  Now, 
Contracts  run  all  through  the  year." 

Reps  also  expect  that  a  number  ot  neu  (or  returning)  client-  will  rwell  -|>ot 
radio  coffers.  These  include  Alberto-Culver,  Colgate  (with  a  10-week  campaign  for 
a  new  product),  Metrecal,  and  General  Poods  (for  frozen  foods). 


WINS,  New  York,  has  made  a  painless  transition  to  its  revised  format. 

The  independent  outlet,  which  was  considered  a  tar-out  rock  and  roll  station 
when  Group  W  took  it  over,  has  carefully  re-programed  many  of  it-  segments,  nxn  in;: 
away  from  the  "rock"  image  toward  a  blend  of  p<>|>  music,  new-,  public  affair-, 
comedy  and  even  Shakespeare. 

One  major  result:  a  more  adult  audience,  and  a  gross  revenue  for  the  first  -i\ 
months  of  this  year  which  topped  the  comparable  1002  period  by  20','  and  which 
were  "the  highest  in  the  history  of  the  station." 

Interestingly,  the  percentage  gain  above  doe-  not  include  \\  [NS  billings  result- 
ing from  the  New  York  new-paper  -hike. 


Four  ABC  TV  specials  on  The  Saga  of  Western  Man  are  halfway  home. 

Upjohn  is  set  for  half  sponsorship  of  the  unusual  historical  series  of  tour  shows, 
first  of  which  is  -dieduled  16  October.  Package  price  tor  four  original  telecasts, 
plus  four  repeats  is  $560,000. 

Because  of  the  nature  of  the  -how-,  the  producer  ha-  asked  that  commercials 
be  scheduled  as  two  90-second  announcement-,  or  one  2-minute  and  one  [•minute 
to  avoid  program  interruptions. 

Long-length  commercials  have  been  tried  by  a  number  of  major  tv  sdvertil 
(Chevrolet.  Pontiae.  Standard  Oil.  among  others)   on   rull-Sponsorship  shows,   and 
have  been  found  verv  successful. 


Relative  calm  on  rating  front  may  soon  be  terminated. 

While   work   is  proceeding  smoothly  on  new   standards  tinder  guidance 
McGannon's  NAB  group  i-  16),  spprehension  a  ling  is  government 

offensive  will  resume  in  verv  near  future,  to  pick  up  tei  iblished  earlier  b) 

Rep.  Oren  Harris  and  others. 

W60R/29  july  1963  :i 


"SPONSOR-SCOPE 


■    (CONTINUED) 


Foreign-located  U.  S.  film  shows  have  a  strong  appeal  in  foreign  markets 

Good  case  in  point  is  McHale's  Navy,  a  seagoing  comedy  series  produced  by 
Revue  and  seen  on  ABC  TV.  The  locale  is  (supposedly)  the  South  Pacific,  and  the 
action  involves  U.S.  PT  boats. 

Some  months  ago,  McHale's  Navy  debuted  in  Australia,  and  six  weeks  later 
zoomed  to  the  top  rating  slot,  according  to  Australia's  Anderson  Survey.  Aired  in 
Sydney  in  a  Sunday  7:30  p.m.  slot,  and  opposed  to  a  pair  of  strong  shows  Rifleman 
and  Outbreak  of  Murder),  McHale's  Navy  pulled  a  startling  49  rating. 

In  Melbourne,  it  outpointed  two  other  U.S.  film  shows,  Hawaiian  Eye  and  Dr. 
Kildare,  to  pull  a  41  rating. 

There  are  frequent  mentions  of  "Australia"  in  the  Revue  show. 


Looking  ahead,  NBC  TV  hosted  key  du  Pont  textile  fiber  managers  last  week. 

Presentation  was  devoted  largely  to  updating  group  on  Today,  Tonight,  and 
Sunday,  and  explaining  the  role  these  shows  might  take  in  future  plans  for  divisions. 
Bringing  group  together  was  unusual,  in  that  du  Pont  textile  divisions  operate  autono- 
mously when  planning  advertising. 

Hosiery  division  currently  uses  Today,  while  others  are  more  oriented  to  print 
media.  Shows'  ability  to  reach  housewife,  and  perhaps  most  important,  the  trade, 
was  stressed  in  attempt  to  return  divisions  to  tv,  which  wa?  used  until  two  years  ago. 


Talking  back  to  government  is  becoming  more  common  with  broadcasters. 

More  and  more,  editorials  are  being  used  to  answer  government  investigations, 
criticisms.  In  recent  example,  WGAN-TV,  Portland  has  taken  to  Portland  Sunday 
Telegram  with  statements  by  station  head  Gene  Wilkin.  Quote  from  one  ad: 

"We  feel  no  urge  to  apologize  to  Mr.  Henry  or  any  other  member  of  the  federal 
government  for  the  way  we  run  our  business  in  the  interest  of  Maine  viewers.  We 
are  proud  to  carry  the  entire  range  of  CBS  entertainment  programing  and 
our  own  .  .  . 

"It  will  be  a  happy  day  when  the  government  stops  another  'investigation'  of 
broadcasting  and  comes  up  with  some  answers  from  the  previous  ones." 


Hershey  Chocolate,  one  of  advertising's  prime  targets,  is  getting  another  "free  ride." 

General  Mills  is  planning  heavy  spot  and  network  schedule  this  fall  for  mixes 
with  strong  plug  for  Hershey.  Hershey  Cocoa  has  been  featured  for  some  time  as 
principal  ingredient  in  Betty  Crocker  mixes.  General  Mills  will  draw  attention  to 
the  30  teaspoons  in  every  pound  box  of  Brownie  Mix.  Spots  are  being  scheduled  for 
campaign  in  addition  to  regular  CBS  TV  and  NBC  programs. 


22 


Fashion  note  for  tv  comes  from  the  Millinery  Institute  of  America.  Here  are  details: 

Spot  tv  campaign  of  $150,000  is  planned  after  Labor  Day  in  Boston,  Rochester, 
Atlanta,  Milwaukee  and  other  cities.  It's  aimed  at  hatless  people,  and  if  successful, 
may  lead  to  larger  campaign.  Agency  is  Baker  &  Byrne. 

SP0MS0R/29  july  196: 


First  in 

Hoosier 

Hearts 


Here's  lovely  Frances  Farmer, 

whose  illuminating  "program 

notes"  add  interest  to  the 

movies  she  shows  on 

"Frances  Farmer  Presents." 


..  *,Mfc 


First  in  Hoosier  Homes 


Most  movies  do  pretty  well  on  television.  Make  them  good  movies 
and  they  do  even  better.  Add  a  former  Hollywood  st.ir  as  hostess, 
and  you  have  a  real  winner. 

That's  what  bm  have  in  "Frances  Farmer  Presents."  Fine 
films  from  Warner  Brothers,  Metro  Goldwyn  Mayer,  Twentieth 
Century  Fox,  Seven  Arts,  and  Republic  .  .  .  with  "program 
notes'*  by  charming  Frances  Farmer,  one  of  Hollywood's  leading 
ladies  of  the  forties. 

Miss  Farmer  does  more  than  just  look  pretty  .  .  .  though  she 

that   exceedingly   well.    She   is   intelligent,   articulate,   and 

engaging  .  .  .  and  her  comments  and  recollections  about  the 

films  she  shows  and  the  personalities  in  them  make  the  films 

themselves  far  more  interesting  to  her  audience. 

d  quite  an  audience  it  is.  \\'e  COVet  a  ('"-county  area  .  .  . 
Indianapolis  and  its  rich  satellite  markets,  where  more  than  three 
billion  retail  dollars  are  spent  annually. 

A  share  of  that  audience  and  those  dollars  is  >ours  for  the 
askang.  Ask  your  KATZ  man! 


■fVf    CHANNEL  6 

WFBM  " 

^•-wblANAPOLlS 


INC 


t3tk  TV  v 

•>  only  ba»ic  NBC  coverage  of  780000  TV  tet 

j  families.  ARB  No.    1961.S-  Sweep. 


ONSOR   29    in-,     i 


"RIDER" 

n  10}  t-inch  tall  bronze 
Etru  ■■  an  figure  found  on 
ilu    Idi  oj  Italy, 

</r//'A  from  tin  i 
II.  i .  Oni  i  mounted  on  a 
nou  lost,  ii  i  lose!) 
resembles  figures  mi  the 
Parthenon  frn »;e  in 
Allans.  Sculptor  unl 


Ccvrttsy  of  Tht  Detroit  Instil* f  I 


in  (i  class  by  itself 


Masterpiece  —  exceptional  skill,  far-reaching  values.  This  is  the  quality 
of  WWJ  radio-television  service— in  entertainment,  news,  sports,  information, 
and  public  affairs  programming.  The  results  are  impressive— in  audience  loyalty 
and  community  stature,  and  in    TTTT1TT  \\T\\T  I      ^P\^ 

sales  impact  for  the  advertiser     VV    VYJand    V\     \  \  •!       _L    \ 
on  WWJ  Radio  and  Television.  THE  NEWS  STATIONS 


Owned  and  Operated  by  The  Detroit  News  •  Affiliated  with  NBC  •  National  Representatives:  Peters,  Griffin,  Woodward,  Inc. 
-1  SPONSOR   29    \\w 


SPONSOR 


29  JULY  1963 


Try  Green  Split  Poo  Seep 

The  great  commercial  blooper  or  slip  that  passes  in  the  mike  continues 
to  haunt  admen  and  clients  as  well  as  tongue-twisted  announcers 


Ai  v>  and  alack,  the  halcyon  era  oJ 
the  Great  Blooper  and  the  on- 
the-air    verbal    slip    ('Try    Betty 
( booker's  green  split  poo  seep 
rapidly  disappearing. 

Today's  crop  oi  network  commer- 
i  i.il  announcers  and  actors  continue 
to  make  some  jumbo-sized  howlers, 
hut  a  checkup  reveals  that  boners, 
thanks  largeh  to  the  magic  ol  film 

Hid    tape,    seldom    see    the    light    ot 

broadcast  da)  because  they  are 
(crapped  or  erased  before  most 
commercials  are  delivered  as  fin- 
ished products 

Too  had.  in  the  opinion  ot  some 
clinical  researchers  in  this  sphere  ol 
broadcasting.   Man)   a  commercial 
.poii m>i.  in  the  old  days,  discovered 
hat  a  phonetic  difficult)   or  an  hil- 
arious spoonerism,  frequently  made 
lie  merchandising  and  sales  man- 
jump  with   jo) .  Sales  invari- 
hlv  rose  when   the  announcer  put 
■ot    in    his    mouth,    as    lor    e\- 
mple.  when  he  urged  viewers  to 
Irmk  '  Buppert  s  Rear"  rather  than 
Ruppert's  Beer." 

Fractured    sponsor    identification 
'■is  produced   some   good    laughs. 

UlS    ire. ill    that     the    late     I  mi 
■ehrig  won   himself   an   additional 
mii\    ot   admirers   by   declaring  on 
pe-Nuts  program,  that  his  fa- 
breakfast   tood  was  "Wheat- 
1  his.  in  a  measure,  w  as  topped 

J  baseball  player  Cletus  Elwood 
loots)  Poffenberger  who  when  he 
ppeared  on  a  certain  cereal  pro- 
rain  was  asked:  \ow  tell  us. 
what  is  your  favorite  Break- 

>0NS0R  29  hm    L963 


last,    taken    with    cream,    sugar    and 
some  sort  ot   !ruit.J" 

It  u,is  hke  a  page  out  ot  Ring 
Lardner,  Poffenberger  dug  his  heels 
into  the  studio  carpet,  and  banged 
out    a   three-bagger    l>\    grunting 

"Ham.    eggs,    and    a    couple    Bottles 


i.t  1),  <  i     Sponsor  nearl)  flipped 

I  ■ocal-level  radio  and  t\ .  w  ith  its 
emphasis  on  live  programing,  is  still 
a    bastkm    l"i    tin-    gremlins    who 

cause    .mi DCers'    ton  I       slip 

causing  sunn-  momentary  pan 
Here's  a  SPONSOR  samplin 


Established  in  the  year  1961 
\\  ( )\\  ( )    Fori  w  ij 
personalit)   \*tm.  in 


recent  across-the-country  air  fluffs: 
Lee  Woodward's  (KOTV,  Tulsa) 
commercial  which  urged  viewers  to 
"shop  at  Affidiated  Fool  Stores"  in- 
stead of  "Affiliated  Food  Stores." 

On  a  recent  Morris  Plan  commer- 
cial, local  announcer  Bernie  Kelly 
(WISH-TV,  Indianapolis)  made  this 
blooper:  "Remember  at  Indianapo- 


mercial:  "There  are  a  hundred  con- 
veniently located  Beneficial  Fi- 
nance offices  in  this  area.  If  you 
move  fast  you  can  get  a  thousand 
dollars  from  each,  and  you'll  be  in 
plenty  of  time  to  make  Rio  by  five." 
Here's  an  ad-lib  lead-in  for  Phil- 
lips 66  commercial  on  an  Oklahoma 
tv  station  which  was  offering  a  hit 


Schudt  announced  the  band  from 
the  Marine  Roof  as  "we  bring  vou 
the  music  of  Freddy  Martin,  from 
the  Maroon  Reef  of  the  Hotel  Bos- 
sert."  More  recently,  a  public  serv- 
ice announcement  on  WISH-TV, 
Indianapolis,  came  forth  thusly:  "Be 
a  Marine — Go  in  today  and  see  your 
local  maroon  recreeter." 


im\    4*0 


Threesome  featured  in  famous  fluffs 

Faye  Emerson's  guest  insisted  on  touting  Pepsi-Cola's  rival  while  the  announcer  heroically  struggcd  to  spell  correctly  Bulova  Watch. 
Milton   J.   Cross,  on   an   NBC   Symphony   Orchestra   Concert,   fouled  himself  up   by   calling   Arturo   Toscanini   'Ortosco   Torganini' 


lis    Morris    Plan    you    get    pastage 
pode  both  ways." 

Industry  execs  also  tell  of  a  radio 
station  personality  who  was  unable 
to  master  the  correct  pronunciation 
of  Brioschi.  The  client  requested 
that  the  commercials  be  shifted  to 
other  time  slots  after  several  weeks 
of  "Bri-o-shee." 

Then  there  was  the  personality 
called  upon  to  read  the  following 
line:  "And  see  Zacherly  free  at  Pali- 
sades Park."  This  evidently  sound- 
ed confusing  on  the  air  and  the  an- 
nouncer hastened  to  explain  to  his 
audience,  "No,  that's  right  folks,  the 
man's  name  is  Zackerly  Free." 

A  certain  Eastern  announcer 
found  himself  suddenly  unable  to 
spell  Bulova  in  a  time  signal.  He 
made  several  false  starts  —  "Ba, 
Be  .  .  ."  then  gave  up  and  said 
simply:  "Bulova. " 

Thought  not  a  Hull,  a  New  York 
City  deejay  recently  ad-libbed  the 
Following  Beneficial  Finance  corn- 


record,  S tan's  The  Man:  "If  you 
have  a  little  boy  you'd  like  to  hit .  .  . 
Stan  Musial's  new  record  can  help 
him." 

Endless  are  the  broadcast  spoon- 
erisms. Among  the  latest,  is  this 
one:  "And  now  the  score  of  the 
New  Yank  Yorkees." 

A  mid-western  announcer  recent- 
ly came  up  with  this  weather  fore- 
cast: "This  is  all  caused  by  a  cold 
mare's  ass  ( air  mass )  coming  down 
from  Canada." 

This  recalls  the  Arthur  Godfrey 
announcer  who  once  declared  that 
"Congress  packed  an  ass"  instead  of 
"Congress  passed  an  act."  The 
blushing  announcer  tried  to  duck 
out  by  uttering  an  excuse:  "Fifteen 
years  in  radio  and  1  had  to  make  a 
Huff  like  this." 

The  word  "Marine"  appears  to  be 
a  bugaboo  for  many  announcers. 
The  classic  was  made  by  Bill 
Schudt,  now  in  CBS  station  rela- 
tions, but  an  announcer  at  the  time. 


WQXR's  (New  York)  Duncan 
Pirnie,  referring  to  a  dining  place 
on  his  Cocktail  Time,  referred  tc 
"Chakes  and  Stops"  for  the  restau- 
rant's meat-course  specialty, 

Heralding  the  opening  of  the 
New  York  Hilton  Hotel,  I.lou 
Moss,  another  WQXR  personality 
was  telling  the  audience  of  the  fea 
tures  of  this  great  modern  building 
He  mentioned  the  American  ar 
treasures  as  well  as  the  electri 
"massage"  center  for  quick  distribu 
tion  of  messages. 

Perhaps  most  disconcerting  t< 
broadcasters  is  the  unending  seru 
of  spoonerisms  that  can  strike  dowi 
a  victim  once  the  dike  opens  ui 
When  General  Motors  sponsors 
the  celebrated  NBC  Symphony  Oi 
(  lustra,  it  is  reported  that  Milton  J 
Cross  heralded  the  news  that  a 
outstanding  musical  event  was  t 
take  place  the  following  week — tli 
first    in    a    series    of    new    concert 


(  Please  turn  to  page  57) 


26 


SPONSOR   29  JUL-i    1'"' 


I  Charting  a  course  in  the  whirl  of  sports 

llnl   Donl  -ix>rts  director  oi   WIIC,    Pittsburgh,   and    Norman   Shoop     1   .   ••!    s' 

with  [oseph  Gilbert,  ol  Gilbert's  Furnitun  Store,  whose  sponsorship  of  the  Donlej  program  has  upped  th<  ^i.iM 

Furniture  dealer  sports  new  air  logic 


S  ports  shows  and  fine  Furniture 
ma)  not  be  the  must  idealistic 
OUpling  tor  sales  impact  to  motha- 
tenal  experts,  but  to  Joseph  Gilbert, 
iresident  of  Gilbert's  Furniture 
.tore  in  (low  ntow  n  Pittsburgh,  spon- 

(Offship    ot  a  \\  IIC  sports  show    has 

pearheaded  a  503  sales  increase  in 
.is  furniture  business. 

I  r  years  <  Gilbert  has  been  using 
I  spots  in  women's  shows,  news 
ireaks  and  other  "quiet**  programs 
Mit  this  year  Gilbert,  one  ot  l'itts- 
Hirgh's  most  ardent  sports  tans,  de- 
nied to  change  his  technique  — 

ith  a  flourish. 

"1  decided  that    I   was  not   reaeh- 

ig  people  w  ho  had  the  monej   to 
uv  nn  t\  pe  ot  qualih   furniture," 
lid.   "I    had   never   tried    sports 
.  but  I  wasn't  getting  results 
oni  the  housewives  and  white  col- 
li    workers     that     evidentl)     were 
itching  the  Gilbert's  commercials. 
OOWing  that  sports  tans  are  large- 
extroverts,  often  like  to  be  refer- 


red    to    as       sports      and     assoi  i.ited 

w ith  the  spending  that  is  s\  nonj 
minis  with  "Heal  Sports'  |  decided 
to  sponsoi  a  s])orts  show  Red  Don- 
ley, W  [IC*s  sports  director,  who  has 
his  own  I") -minute  program,  Jn  one 
ot    the   most    respected   and   admired 

sports  figure  in  the  Pittsburgh  an  a 

and    1    decided    tO    take    a    whirl    at 

sponsoring  his  show ." 

The  results  w ere  fantasth  Spon- 
sorship ot  the  bed  Donle)  Shou 
upped   Gilbert's   volume   509     and 

sold    the   firm   on   doubling   their   t\ 

.id  budgel  tor  the  i  oming  \< 

Norman  Shoop,  oi  the  ( loldman 
and  Shoop  advertising  agenc)  in 
Pittsburgh,  also  attributes  i  ampaigu 
success  to  the  change  in  advertising 
approach.  "We  felt  there  was 
status  symbol  in  furnitun  as  well  as 

in    other    products       \nd     that     the 
sports  tans    the  people  Vt ho  st., 
up   late   to   watJ.    the    11:00   PM 

news  and   the   |ohnn\    Carson  show 
later,  were  the  t\  p.  pie  that 


bought  the  big  s|x>rts  i.iis  vwim- 
ming  pools  and  all  the  other 

tu  ket      Items     that     are     i  las*     ! 

status'    items     It   was  .i   gambll 

took  but  one  that   paid  ofl    (  .lib' 

name  is  more  fai >-  now  than 

l"i<  ami  his  i  current  popularity, 
that  stems  from  the  people  who 
wan  h  the  liveh  n   1  \ 

The  latest  innovation  in  ( hi' 
rum  n  ials,  is  the  featurin      I  I 
berl  hiuiM  It  as  the  i  ommett  ial 
nouni  ei    <  filbert    w  ho  believes  in 
persona]  s<  r\  ice  and  < ' 

W  ith   the    in 

hi  st   reasons   for  d 
commercials  i-»  that  you  j 
« r  indi<  ation  oi  am 
ilwa)  v  i 
id  sa\  ing  that  tl  ■ 
me  on  t\   the  night 

\oiir  ow  u  |] 

U,  and  it 

■  i  ial  in>  ;  hen  the 

advertiser  him- 
tatii  ^ 


•onsor  29  jcly  1963 


'64:  business  Boom  or  Bust? 

Sunny  outlook  at  the  moment,  but  economists  add  qualifications 
which  foreshadow  end  to  long-run  upswing  in  business  conditions 


The  American  economy  in  mid- 
1963  is  rolling  at  record  or  near- 
record  figures.  Signs  of  a  boom  are 
everywhere: 

•  Gross  national  product  is  ex- 
pected to  average  $580  to  $585  bil- 
lion for  all  of  1963,  some  five  % 
above  1962's  $555  billion. 

•  The  automotive  industry,  with 
nearly  3.8  million  U.S.-built  cars 
sold  in  the  first  half,  is  moving  at  a 
pace  which  could  come  close  to  or 
surpass  the  1955  record. 

•  Advertising  expenditures,  Mc- 
Cann-Erickson  predicts,  will  hit  $12 
billion  in  1963,  a  new  high. 

•  Total  television  advertising  will 
unquestionably  move  to  new 
heights,  topping  $1.9  billion.  Based 


on  billings  to  date,  the  figure  could 
come  close  to  $2.0  billion,  sponsor 
estimates  show.  Radio  billings  in 
1963  could  come  close  to  $800  mil- 
lion, against  $709  million  in  1962 
( McCann-Erickson  estimate) . 

•  A  survey  of  retailers  indicates 
a  hefty  rise  in  sales  for  the  second 
half  of  the  year. 

The  opinion  of  the  experts  —  on 
Madison  Avenue,  Wall  Street,  or  in 
Detroit  —  is  that  1963  will  be  a 
booming  year.  When  it  comes  to 
forecasting  trends  in  1964,  however, 
the  picture  becomes  clouded.  Few 
are  willing  to  bet  that  the  coming 
year  will  be  better. 

At  the  moment,  the  U.S.  economy 
has   been   moving   upward   for   29 


Federal  Reserve  Industrial  Production  Index 


i?n 

/ 

i  in 

i 

r 

inn 

90 

f 

80 

^.t 

70 

p 

/ 

60 

/ 

-/ 

? 

4 

1 

50 

* 

'46    "47    '48    '49    '50    '51    '52    '53    '54    '55    '56    '57    '58    '59    '60    '61    '62    '63 

1957  =  100 

Since  World  War  II,  industrial  production  has  shown  a  steady  upward  swing.  Four  major  interrup- 
tions in  the  growth  have  taken  place,  shown  by  the  shaded  areas.  The  most  recent  downturn 
occured  during  the  period  of  1960-61,  and  has  been  followed  by  a  long  period  of  expansion 

28 


months,  a  not  unprecedented  period 
of  time,  but  lengthy  as  business 
cycles  go.  Prosperity  to  the  end  of 
1963  would  mean  34  months  of  eco- 
nomic improvement,  not  unheard  of 
either,  but  more  unusual  without 
extenuating  circumstances  (such  as 
the  Korean  War). 

When  you  begin  to  talk  about 
1964,  "ifs"  begin  to  come  into  the 
comments.  Tax  cuts  are  necessary, 
unemployment  is  a  problem,  a  num- 
ber report.  A  recent  study  by  the 
Survey  Research  Center  at  the  Uni- 
versity of  Michigan  indicates  con- 
sumer buying  intentions  are  on  the 
decline.  It  also  indicates  less  con- 
fidence in  business  conditions  in  the 
year  ahead  (see  chart). 

Lack  of  confidence  on  the  part  of 
consumers,  qualifying  statements  by 
businessmen  and  economists,  uncer- 
tainty over  the  longer  range  periods 
of  time  by  most,  lead  sponsf.r  to 
predict  an  economic  downturn  dur- 
ing 1964,  despite  optimistic  state- 
ments of  the  moment. 

For  the  broadcasting  industry  in 
general,  a  recession  or  repression 
may  cause  little  concern. 

It  is  particularly  interesting  to 
note  that  in  the  case  of  tv,  the  me- 
dium has  moved  through  all  of  the 
recessions  during  its  short  history  of 
15  years,  with  little  apparent  effect. 
with  the  exception  of  the  one  in 
1960  when  its  growth  was  slowed 
Some  viewpoints  are  positive,  sonn 
negative. 

An  optimist  is  Arno  Johnson.  J 
Walter  Thompson  vice  president 
and  senior  economist.  Says  Johnson 
"Consumer  purchasing  power,  retai 
sales,  total  employment,  wages  ant 
corporate  profits  after  taxes,  are  .i 
the  highest  level  in  history,  as  w< 
start  the  third  quarter  of  1963." 

Johnson  sees  no  basic  reason  win 

SPONSOR   29  JULY   196 


: 


Business  Conditions  Expected  During  the  Next  Twelve  Months 


£i pec  led 

Bu\tn*  u 
Conditions 

Jan 
Feb 

1960 

May 
1960 

Jon 
Feb 
1961 

Mar 
June 

1961 

Nov 

1961 

Jan 
Feb 

1962 

mot 
1962 

Aug 

1962 

No. 

1962 

Jon 

1963 

Wo, 

1963 

A. 

All    F.nn 

Mies 

Good  times 

75% 
5 

64% 

7 

54  °o 
9 

61% 

63°o 

65% 
5 

56°o 

54 

66% 

60% 

Good  in  some  ways, 
bad  in  others 

8 

6 

6 

8 

6 

7 

8 

Uncertain 

11 

17 

18 

14 

20 

13 

12 

20 

19 

16 

16 

Bad  times 

7 

10 

17 

16 

10 

8 

17 

15 

10 

9 

15 

Not  ascertained 

2 

2 

2 

1 

1 

1 

1 

1 

1 

2 

1 

Total 

100% 

100% 

100% 
B.    Fa 

100% 
milies 

100% 

with  1 

100% 
ncomes 

100%      100%      100% 

of  $7500  and  Over 

100% 

100% 

Good  times 

83  °o 

79°o 

56°o 

69°o 

80°o 

82°o 

73°o 

64  % 

72% 
9 

71% 

Good  in  some  ways, 
bad  in  others 

5 

6 

9 

9 

5 

5 

6 

9 

8 

8 

Uncertain 

6 

9 

12 

11 

8 

7 

10 

13 

12 

8 

8 

Bad  times 

6 

5 

21 

10 

6 

5 

10 

13 

6 

8 

11 

Not  ascertained 

* 

1 

2 

1 

1 

1 

1 

1 

1 

2 

2 

Total  100%      100%      100%      100%      100%      100%      100%      100%      100%      100%      100% 

*  Less  than  half  of  one  per  cent 

The  question  was:  "Nou  turning  to  business  conditions  in  the  country  at  </  » //<</»•    do  you  think  thai  during  the  next  tu 
months  ui-'ll  have  c'«"/  times  financially  <>r  bad  times,  <u  what?" 


■■ 


tpportuiitit-N  for  increased  sales  and 
profits  shouldn't  continue  to  expand 
m  the  rest  of  1963  and  throughout 
L9B4    He  observes  that  the  public 

ished  away  the  phenomena] 
addition  "I  $53  billion  to  its  liquid 

in  the  last   is  months  since 
1  January,  ll» 

That  amount  <>!  added  purchas- 
ing power,  Johnson  believes,  could 
finance  a  155   increase  in  total  per- 
tooal  consumption  or  sales  of  goods 
mil  services  to  consumers  —  From 
Nv"  billion  in   1962  to  a  potential 
evel  of  about  $410  billion  by  the 
ad  ol  ll)'> l    fohnson  s.i\ s  one  real 
langi  i  is  the  possibility  of  restri<  - 
ivc  monetary  policies,  such  as  high- 
r  interest  rates,  which  could  shake 
ontidetHi  and  slow  down  consumer 
lemand  next  year.  This,  he  thinks, 
"uld   lead   inevitably   to   renewed 


inllationan  pressures. 

"Our  immediate  problem,  how- 
\  er.  is  not  lack  ol  purchasing  power 

or  talent  need.'  Johnson  adds  to 
qualify  his  optimism.  "It  is  lack  o| 
confidence    and    insufficient    selling 

effort  to  utilize  lulK  the  growing 
purchasing  power  and  to  convert 
the  expanding  consumer  needs  into 
insistent    demand,    flight    now.    ir\ 

analysis  indicates  thai  we  have  fh< 
purchasing  power  and  backlog  of 

latent    needs    to    justifj    an    uu  iva>. 

ol  159  in  selling  and  advertising 
efforts." 

( )n  the  negative  side  is  \\  illiam 
I     Butler,  \  ice  president  and  chid 

economist  of  The  (   has.-  Manhattan 

Hank.  Says  Butler  "II  tax  action  is 
not  taken,  or  if  it  is  inadequate  I 
would  expect  business  to  level  on 
fairh  early  nexl  vear,  and  I  would 


be  <  oiu  emed  al>.  rul  the  p  ssibilit) 
of  a  moderate  adjustm*  nl  lati  i  in 

1964   " 

\\  hile  business  1 1  mtinu 
good,  there  is  the  wi  irris<  rnrie  pi 
lem  o|  unempli  rj  menl    ice  rdin 
Dr.    Gabriel    II 
Manufacturers  1  fanover  Tn      I 
pan)   and  one  I 

hower's  ke\    advisors  on  donn 

QOm)   poU<  J   and 

Industrial  produt  tion  !• 
new   peak  in  M  i\      Di     II 
clares"   While   the   unemployment 
rate  remains  a  stubborn  probli 
employment     has 
bringing  vt  itjfa  it  higl 

i.  v  Spendin 

•r  plant  and  i  qui] 
headed  I 

tion,  spurred  l>\  outl 
is  stron      ( 


P0NS0R   2i)    u  M     | 


all  levels  is  rising.  Hovering  around 
this  hopeful  horizon  is  some  possi- 
ble trouble  —  a  sharp  letdown  in 
steel  orders  following  the  contract 
settlement,  a  tie-up  of  the  tax  cut 
bill  by  civil  rights  debate,  a  pro- 
tracted railroad  strike,  stronger  ac- 
tion on  the  balance  of  payment 
Fronts.  The  probabilities  of  these 
thunderheads  blowing  up  into  an 
economic  squall  this  year,  however, 
do  not  appear  serious  as  the  third 


quarter  of  the  year  opens." 

Ah  in  A.  Aehenbaum,  Grey's  vice 
president  and  director  of  research, 
looks  at  it  this  way:  the  big  problem 
the  economy  faces  is  not  short-term 
maintenance  of  present  prosperity: 
its  the  long-term  need  to  increase 
overall  economic  growth,  whose  lag 
is  resulting  in  high  unemployment 
levels. 

"Competition  will  continue  to  be 
keen,   especially   in   those   product 


areas  like  packaged  goods  where 
advertising  has  the  most  leverage. 
It  will  also  gfit  rougher  in  others 
like  durables  where  advertising's 
potency  as  a  direct  force  in  sales  is 
increasing.  This  will  reinforce  ad- 
vertising's role  as  a  competitive 
weapon,"  Aehenbaum  says. 

John  S.  Hayes,  chairman  of  the 
exectuive  committee,  The  Washing- 
ton Post  Company,  and  president  of 
the   Post-Xewsweek   Stations,   sees 


lllllllllllllllllll!ll!lll!l!l!!llllllll!lllllllll!llllllllllllllllllll!lli!lllllll!|l||flllllllllllllllllllllllllllllllllllllllllllllllllH 


Television  defies  economic  laws  of  gravity  with 


MILLIONS 


1.200 


1,100 


1,000 


900 


800 


700 


603 


500 


400 


300 


200 


100 


'49     '50     '51     '52     '53     '54     '55     '56     '57     '58     '59     '60     '61     '62    '6: 

Recession  Recession  Recession  Recession 


*--->' 


'•#■■■■ 


*♦♦*' 


^ 

^ 


•Sources:  Radio  &  TV — FCC  timesales 


VXV  TV 


RADIO 


MAGAZINES 


30 


SPONSOR   29  JUL*   196. 


no  downturn  in  196  1,  bui  adds 

it  we  are  to  I"'  secure  bo  oui 
optimism,  the  administration  will 
have  to  aggressivel)  address  itsell 
tn  the  problem  "I  rising  unemploj 
incut,  and  the  ( longress  must,  .is 
rapid h  .is  possible,  proceed  to  the 
matter  ol  t.i\  reduction.  Hayes  says 
"llu  \  1 1  it  i  n  .in  economy  cannot 
long  sustain  the  continued  dual 
drag  "t  high  unemploymenl  and,  .it 
the  same  time,  support  a  t.t\  rate 


I* I 

apid  expansion 

For  more  than  a  decade,  television 
has  moved  ahead  each  and  every  year, 
despite  general  business  changes. 
But  while  the  1954  and  1958  reces- 
sions proved  no  obstacle,  tv's  growth 
showed  a  definite  slowing  during  1960 
and  1961.  Radio,  on  the  other  hand. 
1  experienced  a  levelling  effect  in  each 
of  the  three  downturns  during  the 
last  decade.  Much  more  susceptible 
to  economic  changes  were  news- 
papers and  magazines,  billings  for 
which  edged  slightly  downward  in 
1954,  with  sharper  effects  in  1958 
and  1961.  In  the  latter  period,  all 
three  media  showed  declines  in  the 
year  1961.  though  the  low  point  for 
the  recession  came  in  February,  re- 
flecting a  time  lag  before  advertis- 
ing expenditures  returned  to  normal. 
Billing  figures  for  radio  and  tv  are 
net  time  sales  as  reported  by  the 
FCC,  the  only  comparable  data  for 
all  the  years,  and  do  not  include  pro- 
gram charges.  Magazine  data  is  gross 
space  charge  as  reported  by  Leading 
National  Advertisers.  The  data  is  not 
intended  as  a  comparison  of  relative 
positions  between  the  media,  but 
merely  to  show  changes  taking  place 
in  advertising  spending  during  the 
various  periods.  The  newspaper  fig- 
ures for  national  advertisers  which 
followed  magazine  trends  very  close- 
ly, are  not  shown  because  of  their 
close  proximity  to  magazine  data. 


which  militates  against  Its  a< « el< 
rated  grow th 

Mark   Coopei     president   "l    the 
advertising  Federati  in  i  'I   ^m<  ■  i<  a 
believes  indh  iduals  and  <  otnpai 
have   confidence    In    the   econom) 
"within  the  ru  ri  rfa  montha 

"(  kmsumers  and  manufai  tun  i  ■ 
both  have  monej  to  spend  and  th< 
demand  For  goods  and  sei  \  i<  es  is 
iiii|)iii\  ing    <  loop  r  s.i\ s. 

Those  working  with  computers 
.Hid  othei  data  processing  let  h 
niques  and  who  are  privj  to  the 
findings  "I  economists,  see  in  tin 
months  ahead  a  rosj  canvas  filled 
with  stead)  gains  in  spending  1>\ 
both  consumer  and  government. 

Phillip    W.    Wenig,    president    ol 

SRDS  DATA,  Inc.,  the  research  and 
data-processing  subsidiary  <»|  Stand 
aid  Rate  &  I  )ata  Sei  \  ice,  de<  I. ires 
tint  the  current  boom  which  has 
shattered  previous  records  in  both 
duration  of  growth  and  heights 
reached,  shows  no  real  sign  ol 
abatement  during  the  second  hall  "I 
L963. 

Opinion  is  w  idely  held 
'This  is  the  opinion  not  onlj   oi 

Data,    Inc..   hnt    oi    economists   else- 
where with  whom  we  have  deal 
bugs,"  Wenig  says.  "I  predict  a  10*  i 
or  greater  increase  in  gross  national 
product  For  1964,"  he  adds 

The  economj  will  continue  on 
prett)  much  as  it  has.  according  to 

John    Blair,  president   ot   John    IU.ni 

t\  ( lompanj .   "II  we  have  a  Fa>  oi 

able  ta\  law  .  aeti\  ides  w  ill  a.  (  .In 

ate,"  he  thinks 

In    Our    business,    and    were    all 

primaril)    interested    in    oux    own 

business,     it's     what     we     make     it 

Blair  adds.  "Actually,  the  greatest 
progress  our  company  has  made 
has  been  during  the  period  when 
business  was  not  good   We  worked 

harder  and   made   real    t  ompetith  e 

gains  So,  regardless  oi  o>  er  all  1 1  in 

d  it  ions,  il  we  all  work  like  the  devil 
at  our  ow  n  jobs,   I   think  well  all 
di>  right  well." 
The  present  rise  in  busin<  ss  a< 

ti\it\     doesn't     shOM     an\      Signs    oi 

petering  out,  despite  the  pi 
oi  a  tew    mildl)    negative  Fact 
according  to  fade  Tra<  htman,  dii 

/'/.  as*    turn  tn  i 


^    I 


Alvin   A    Achenbaum 


Tom  Dillon 


John  S    Hayes 

See  an  upward  1963 

i  • 

■ 


SPONSOR    29   JVL1     1963 


Estimated  Expenditures 
by  product  classification*  network  &  spot  tv 
|  January-December  1962 

1  %  Change 

Spot  TV  Network  TV  Total  TV  '62  vs. '61 

Agriculture  $       959,000  $  $         959,000  -  66.0 

AleJBeer  and  Wine 57^836,000  8,766,826  66,602,826  +  13.0 

Amusements,  Entertainment 2,140,000  880,893  3,020,893  +    3.6 

Automotive   23,433,000  51,476,323  "T4^323  "TlJuT 

Building  Material,  Equipment, 

Fixtures,  Paints 2,568,000  16,683,290  19,251,290  +     6.1 

Clothing,  Furnishings,  Accessories 10,436,000  3,804,077  14,240,077  -    7.8 

Confection  and  Soft  Drinks 53^000^  267794,559  80,172,559  +  30.2 

Consumer  Services 2375837)00~  26,254T804~~  49,837,804"  +  21.6 

Cosmetics  and  Toiletries 74,565^000^  115,107,725  189,672,725  +  26.4 

Dental  Products  17^4,000  "  35,458,547  52,722,547""  ~+~ 4.6 

Drug  Products 52,545,000  102,550,693  ^T55^95793~  ~T"l9.7 

Food  amTfJrocery  Products 788,224,000  128,498,872  316,722,872 "  +    sT 

Garden  Supplies  and  Equipment 992,000  336,287  1,328,287  +  21.3 

Gasoli  n  e^ndTu  bTicants 26,118,000  ^7,405^598^  43,523,598"  +    7.2 

Hotels,  Resorts,  Restaurants 721^000  721,000  +  47.1 

Household  Cleaners,  Cleansers, 

Polishes,  Waxes  26,511,000  30,838,946  57,349,946  -     0.2 

Household  Equipment— Appliances   5,426,000  11,742,767  17,168767  +  21.5 

Household  Furnishings   2J 64,000  5447^788  7,311,788  ^"siX 

H^seh^ldlaundry7roducts 57^883,000  53,024,952"  110,907,952  +  18.1 

Household"  Paper  pToducts  10«000"  15,727,621  26,589^621  +  19.0 

Household  General  6T9467000"  12,781,187  19,727,187  +  37.8 

Notions    "274,000  "608,984  882,984  +271.8 

PeTProducts l7069,000  9,838,696  "  20,907,696  +  ~27.5 

Publications    2^418^000  "7oo7,646  3,419,646  -  27.5 

Sporting  Goods,  Bicycles,  Toys 12,541,000  10,211,751  ~  22,752,751  +  36.2 

Stationery,  Office  Equipment 426,000~  1/702,868  2,128,868  -    4.2 

Television,  Radio,  Phonograph, 

Musical  Instruments 675,000  5,283,346  5,958,346  +  77.3 

Tobacco  Products  and  Supplies 29,696,000  88,701,491  118,397,491"  +    3.4 

Transportation  and  Travel" 6,8287000"  1.088,709  7,916,709  +  48.3 

Watches,  Jewelry,  Cameras 3.534,000"  14,8197l74  18,353,174  "  -    3.1 

Miscellaneous  9,146,000  2.269,718  17415718  +~26.0 

TOTAL                                  $721,211,000  $798,808,138  $1,520,019,138  +   14.3 

*  All    dollar    figures   arc   gross    time   cost   only;    no    production    costs    arc    included.    Sources    arc    LNA-BAR    and    N     C.    Rorabaugh,    and    utilize    TvB 
classifications  and  definitions  for  both  network  and  spot. 


IJfflMH 

SPONSOR   29  JULY  196-r 


Atlanta  blond  wows  appliance  dealers 
via  spot  radio  in  the  Peach  State 

Key  G-E  distributor  for  Southeast  finds  that  throughout  Georgia 
feminine  charm  of  radio  spokeswoman  creates  sales  traffic 


Arm  rTV,  Southern-accenl  ed 
blond  named  Sand)  is  among 
the  more  conspicuous  components 
nt  in  advertising  compound  which 
makes  the  ( General  Electric  distribu- 
tor m   Atlanta  .1  national  leader. 

She  provides  the  voice  for  W.  I) 
Uexander  Compan)  in  an  ambi- 
tious broadcast  operation  which 
pumps  hometown  Flavor  into  radio 
commercials  For  G-E  retailers  all 
over  Georgia. 

\  behind-the-scenes  stud)  of  the 
distributor's  radio  usage  throws 
light  on  just  one  ol  man)  potent  ad- 
ditives in  the  VV.  I)  Alexander 
formula  established  b)  advertising 
director  Eddie   Vustin. 

\ustin  actually  believes  in  all 
things    which    increase    s.des. 

ily  all  advertising,  and  lie  readil) 
(■/is   extra   sales    punch    From 

eaeh  schedule. 

In  the  case  oi  radio,  \ustin  has 
applied  a  dash  of  social  geograph) 
and  a  lot  of  elbow  grease  to  pro- 
duce a  s\st('in  which  is  drawing 
em  \  from  the  competition,  business 
for  more  than  1(H)  radio  stations 
rtinq     with      Atlanta's     50-k.w. 

WSB      and     added     customers     l"i 

G-E     franchisers     throughout     the 

largest  state  east  ot  the  Mississippi. 

The  \\ .  I).  Alexander  advertising 

picture     has    changed     drasticall) 

istin  joined  the  compan)'  in 

ll>_1-.  including  a  Iwost  in  the  ovei 

all  budget  from  $350,000  to  about 

<X).(XH).    Hut    as    late    as    last    fall 

the  distributor's  advertising  depart- 

it     still     wasn't     satisfied     with 

radio     approach      What     was 

'Well,   radio   being   the   personal 


Never  underestimate  the  power . . . 

S.mil>    Str. mil    S] 

"instant  li>.  .il  .  ommi  r.  i  its"  • 


SPONSOR  29   ruxi    L963 


Adman,  spokeswoman  are  part  of  sales  team 

Above,  Sandy  Strand  joins  with  (1.  to  r. )  Jim  Bridges  of  WSB,  Atlanta; 
Alexander  Co.  ad  director  Eddie  Austin;  and  WSB's  Lee  Morris  to  talk  about 
new  G-E  stereo  radios.  Below,  adman  and  spokeswoman  hold  brainstorm 
session  with  (1.  to  r.)  Fran  Hammill  and  Chuck  Shields  of  Shields  Advertising 
(agency). and  Austin's  chief  assistant,  William  McFall,  at  firm's  Atlanta  office 


medium  it  is,  the  hometown  folks 
aren't  motivated  as  well  by  some 
announcer  reading  off  copy  written 
uniformly    for    an    entire    chain    as 

they  are  by  a  quality-produced 
commercial   talking  specifically  to 

them  about  their  own  local  store," 
\iistin  recalls.  "And  before  OUT 
latest  move,  we  weren't  giving  them 

the  latter  completely." 

Four  or  five   years    ago,   W.    D. 

34 


\le\ander  took  an  initial  step  to- 
ward its  goal  by  hiring  free-lance 
talent  and  using  various  station 
facilities  to  record  spot  intros  for 
dealers  to  use  during  big  G-E  cam- 
paigns or  "sales  programs,"  as  the 
distributor  prefers. 

In  1961,  W.  D.  Alexander  went 
a  step  further  and  retained  the  serv- 
ices of  an  Atlanta  agency,  Chuck 
Shields    Advertising,    and    began 


stepping-up  the  intro  productions, 
adding  better  sound  effects  and 
voices.  Transcriptions  were  pressed 
and  sent  to  dealers  for  every  G-E 
statewide  sales  program  —  winch 
number  10  to  12  a  year.  The  intros 
were  10-30  seconds,  followed  by 
copy  for  the  local  station  an- 
nouncer, which  the  agency  also 
wrote. 

These  steps  were  good,  standard 
approaches,  but  the  distributing 
company  wanted  to  help  G-E 
dealers  even  more  in  their  radio 
campaigns.  (This  attitude,  incident- 
ally, is  a  trademark  of  W.  D.  Alex- 
ander— a  distributor  which  believes 
its  job  doesn't  end  with  distribu- 
ting goods  and  giving  an  over-all 
marketing  shove;  it  believes  in 
giving  spirit  and  substance  to  the 
dealer's  grassroots  effort  to  move 
goods. ) 

"After  all,"  Austin  says,  "their 
sales  move  inventory  off  our 
shelves,  too.  Support  of  their  local 
store  programs  can't  be  offered  ef- 
fectively from  an  ivory  tower." 

YV.  D.  Alexander  long  ago 
backed  up  this  philosophy  by 
placing  13  sales  counselors  in  local 
regions  around  Georgia  to  help  the 
retailing  effort.  A  hard-working  ad- 
vertising staff  at  W.  D.  Alexander 
headquarters  in  Atlanta  works 
closely  with  dealers,  too.  even 
scheduling  elaborate  advertising 
clinics  to  implement  statewide  sales 
programs.  Austin  himself  stays  on 
the  road  a  third  of  his  time  partici- 
pating in  retail  store  promotions. 

Analyzing  his  radio  problem, 
Austin  decided  last  fall  to  plunge 
solidly  into  the  production  of  radio 
commercials.  He  studied  the  floor 
plans  of  the  Alexander  building 
and  shuffled  things  around  to  make 
room  for  a  first-rate  broadcast 
studio,  lie  got  his  idea  approved 
and  carpenters  went  to  work. 

Austin,  from  years  of  experience 
in  advertising,  knew  the  value  of  a 
radio  personality.  He  was  impn 
sed  by  WSB's  woman's  director. 
Audrey  Tittle,  and  decided  a  fe- 
male would  best  fit  the  role-  ot  a 
Georgia  G-E  voice.  He  came  up 
with  Sandy  Strand,  an  attract! 
smooth-talking  blond  with  10 

(Please  turn  to  page  59) 

SPONSOR  29  JULY  1963! 


Can 

TV 

sell  for  the 

MOVIES? 


T 


in    Mot  Ion  Picl  ure  I  adust  i  j . 
w  huh  has  long  been  crj  m'j.  the 
him  s  hci  .iiisf  t\   has  kepi  mo>  ie 

^  '4<K-is   at    home,   is   HOM    turning  in- 

rrc.isiimK   to  telex  ision  as  an  ai\\  ■  i 
I  tisiim  inetliiiin.    The  ikmi\    is   meat. 
>    \pparentlv.  so  are  the  results. 
Tin      advertising-promotion     ro- 


inanee  between  mo> ie  fans  and  t\ 
is  a  relath el)  recent  tim  e  w  hen 
t\  s  first  inroads  at  the  mo\  ie  box 
office  were  felt  hack  in  L949-1950 
Hollywood  moguls  oi  the  old  school 
rose  in  wrath  to  condemn  the  up- 
start medium. 

In  fact,  the  top  executive  "l   a 


major  studio     w  ln«  h  has  sm< .-.  iu- 
<  identall)    d<  me  well  in  produi 
network   t\    shows  and   m   selling 
nil  netw ink    reruns      once    told    a 
group    oi    movie    exhibitors    that 
'  tele\  ision  is  the  natural  <  oem; 
motion  pn  tuns 
Tin-  independent  produi  ■  is  who 


Video  upped  Lolita's  box  office  sales 

"Lolitu."   starring   Jam.  -    MasOD   and    s 

ttir  airwaves.   B<>\  office  take  tor  t\ -a.h.rtiM  .1  movi 


'ONSOR   29  JULY   1963 


If  you  can't  beat  'em,  join  'em . . . 

That's  the  idea  in  this  brave  new  world  of  peaceful  co-existence  between  the  once-warring  factions  of  tv  and  motion  pictures.  Press- 
books  for  "Lolita"  and  "Captain  Sindbad"  show  how  exhibitors  can  use  tv/ radio  for  effective  regional  promotion  of  movie  product 


insisted  on  tv  campaigns  for  their 
pictures,  and  the  let's  take-a- 
chance-and-see  minor  distributors 
who  pushed  offbeat  or  foreign-pro- 
duced movies  on  tv  blazed  a  trail 
in  the  early  and  middle  1950's. 
Now,  the  tide  has  turned,  and  the 
hatchets  are  buried. 

Giant  producer-distributors  such 
as  Columbia,  Paramount,  Warner 
Bros.,  Universal,  MGM,  and  20th 
Century-Fox,  are  often  putting  the 
major  share  of  individual  movie  ad 
money  into  tv,  although  spending 
from  film  to  film  varies  radically. 

For  some  movies,  like  Para- 
mount's  "Dual  of  the  Titans"  or 
Columbia's  "Jason  and  the  Argo- 
nauts," virtually  the  complete  ad- 
vertising budget  goes  into  tv. 

Tv  plans  depend  entirely  on  the 
individual  movie  and  not  on  any 
firm  policy  by  producer  or  distribu- 
tor. Exception:  Warner  Bros,  which 
consistently  puts  at  least  60  to  70'' 
of  each  film  ad  outlay  into  tv  and 
radio.  In  a  lew  eases  this  percent- 
age goes  even  higher. 

Movie  advertising  directors  be- 
lieve tv  is  most  effective  lor  horror 


36 


films,  spectacles,  and  children's 
movies,  but  any  movie  would  bene- 
fit from  it,  they  claim. 

The  main  problem  is  educating 
the  theatres  on  the  effectiveness  of 
tv,  according  to  Richard  Lederer, 
v.p.  in  charge  of  advertising  and 
publicity  at  Warner  Bros.  "Manx 
theatres  want  to  put  their  money 
into  print  as  they  always  have," 
he  says.  "So  we  say  ok.  We'll  put 
our  money  into  television  and  radio, 
lint  is  isn't  always  that  simple. 
Some  arrangements  call  for  split- 
ting the  cost  of  tv.  Theatres  we  have 
gotten  to  use  tv  admit  it's  very 
effective." 

A  Columbia  advertising  execu- 
tive disagrees:  he  says  theatres  have 
already  seen  the  light  and  are  eager 
to  use  tv  now. 

One  reason  for  the  rising  interest 
in  tv  is  the  decline  of  newspaper 
amusement  page.  Ads  are  now 
crammed  up  with  little  breathing 
room  and  editorial  support  is  not 
what  it  used  to  be.  industry  men 
claim 

"The    number    of    disenchanted 

grows     daily,"    according    to    Don 


Baker,  advertising  director  at 
Loew's  Theaters. 

"As  I  look  through  die  amuse- 
ment pages  nowadays  I  find  motion 
picture  advertisements  next  to  ads 
for  ladies'  underwear,  pots  am 
pans,  automobiles,  and  pork  chops 
— and  there's  nothing  very  annisinc 
about  pork  chops  selling  tor  A 
cents. 

"In  some  cities  the  amusemen 
pages  have  deteriorated  to  tlu 
point  where  they  can  never  1 
vaged.  Unfortunately  too  many  o 
them  are  being  handled  by  r< 
ligious,  travel,  food,  or  farm  editor 
who  couldn't  care  less  about  tli« 
movie  section." 

Vccording    to    one    ad-publieir 
movie  exec  the  three  problems  wit' 
new  spaper  advertising — spaa 
erage,  and  cost — are  remedied  wit 
l\ .  \  tv  spot  for  a  film  is  ne\  er  luck 
to-back    with     another     film    spol| 
comparison  of  price-per-impressio 
between  papers  and  tv  makes  tvb 
far  the  best  bn\ .  Also,  the  film  « 
vcrtiser  on   tv  is  paving  the  sam 
rate    as    the   department    store   an 
used-ear   dealer   and    not   a    lugli< 


SPONSOR    29  jui/l    ll» 


ramusement  rate  as  w  ■  t ) «  man) 
new  -.  i  >.  1 1  >■  I  s 

\\  ith  .1  little  w ooing  h  could 
Bapture  .1  much  largei  share  of  h 
advertising,  the  Loew's  adman 
cl. inns.  iu  this  he  means  more  edi 
tonal  support,  more  news  breaks, 
and  more  free  time. 

1  pie  are  interested  in  news 
about  mm  its,"  Baker  adds.  "Ever) 
lod)  w. ints  to  know  when  Liz 
Taylor  sneezes,  so  wh)  not  when 
I'd.  1  OToole  gets  run  ovea  b\  .1 
camel,  or  John  Wayne  when  he 
breaks  an  arm.  Tv,  except  For  dur- 
|og  the  newspaper  stiikes.  Ins  been 
siMncwli.it  indifferent  to  the  movie 
iii(lusti\ 

\s  .in  example  of  public'  interest 
Baker  cites  the  premiere  of  "I'T- 
■9"  in  Boston.  There  were  no 
nail)  t«>|)  st.us  around  but  the 
B  d  American  reported  the 
event  chew  the  largest  crowd  in 
downtown  Boston  since  VJ-Day. 

Sonic    studio    executives    argue 

that  newspapers  could  never  do  the 
job  t\  can  do.  In  main  instances 
newspapers  can  do  little  more  than 
announce    a     movie    and    establish 

where  it  pla\ s."  WB's  I .edercr  com- 
ments. This  has  its  place  in  any 
campaign.  Hut  movie-going  is  no 
longer  a  habit.  People  must  bo  mo- 
tivated to  <4o.  The  only  way  to  do 


tins  is  through  a  \  i\  i<  1  st«u\  telling 
technique  that  1  in 
t [i  m.  I  \  h.is  the  ingredients  —si 
sound  and  motion     In  some  cases 
radio  can  a<  complish  the  same  job. 

I  he  1  "st  ot  t\  is  often  too  high 
l<  n  man)  indh  idual  theatres  and 
e\  en  pri  du<  ers.  The  mi  ition  pi<  ture 

industiA    often    finds    it    haul    to   use 

an  expensive  medium  when  earn- 
ings are  OH  a  downtrend  compared 
w  ith  Other    \niei  nan  industi  its. 

The  precedent  on  payment  for 
t\  advertising  was  established  when 

t\    first    appeared    more    th.ui    .1    de- 

cade   ago,     The    producer    usuall) 

1  a  I  1  ics  the  bulk  ot  the  cost   bcc.iuse: 

I  it  would  be  too  much  for  U>  al 
theatres  to  absorb,  (2)  coverage  is 
too  wide,  often  benefitting  othei 
theatres  in  nearb)  i  ities 

II  t\  were  utilized  .is  it  is  with 
department  store  products,  it  would 
be  more  powerful,  says  one  movie 

industry  adman,  but  the  nature  ot 
the  motion  picture  business  re- 
quires    advertising     designed     to 

"launch  a  new  product"  every  week 
as  each  new  picture  is  introduced. 
Once  a  picture  has  left  town  reten- 
tion   of    commercial    content    does 

nobod)  an)   good. 

Regardless  ol  the  problems,  pro- 
ducers want  t\.  and  sometimes 
insist    on    it. 


Often  a 

...  b 

<  i.Js     Vil  .In     V  "  ip 

i      m       <  . 

kic   kill'.  Ill       \\  I 

1 1  Ipp I   I      I  •  I 

\\  illi.uns  ila)  in  I 

tain  Sindbad     But  mi  •"   and  m 
t\    is   |>eing   utilized   i"i    I 
sine  .  omedies  and  meli   li 

I        llllllk       111'  ist       .  <  .1 1 1 1 1 1"    1 

t vet  w  li.it  is  mi  in 

terestin  i  ntertainii 

using  K  \  i.-w  s  or  the  main  <  hai 

teis    |>it(  hum    the    pic  turi 

X I < i? t    I  loc  k    direi  t<  i    i  »l    adv<  i 

ing   at    [  niied    \idsts      1 1 

scenes     From     the     mo\  i>  ■  s     | 

seem  s    .in     usuall)    best     It  s    the 

i  ild   .id   theory,   show    the   ■ 

in   u 

I'ln  e t     "l     d  immen  ial 

nerali)     neai      i    program    with 

similar     sub|<  '  t      m.tttei  the 

election    retui  ns    i<  j     Mam  huri  in 

(  .uidid.it.  Q]      in  .ii 

w  ith     same     .uulieiu  e     I  hai 

tu  s      1 1  .    the    Tonigfit    S/i 
"Lolita  Here     again      w  arm  i 

Bros,  is  ,i  de\  iant.  Man)   •  t  v. 

spiits  are  placed  next   to  t\    mm 

on  the  theor)  that  t\  mo^  i< 
eis  are  also  mm 

\h>\  ies  require  .i  vertii  al  satura- 
tttrn  to  p 


n!li;!l!lllini!tt!!!ini!linilltll!l!llll!ll!lltltll!llli;!I!lll!!:illlll!ll!i!illlttl!!llllltri" 


Motion  picture  industry  use  of  television  is  small  -  but  growing 


ALLIED  ARTISTS 


<VALT  DISNEY 
EARNER  BROS. 


1962 

(entire  year) 


spot 


226,160 
87.950 


network 


COLUMBIA 

118.300 

MGM 

549.880 

90.522 

PARAMOUNT 

33.310 

RKO 

38.200 

20TH  CENTURY  FOX 

47.250 

UNITED  ARTISTS 

79.230 

16.296 

UNIVERSAL 

32.130 

774.075 


1963 

(first  quarter) 


spot 

network 

2,500 

18,200 

56.100 

12.600 

8.200 

2.000 

35.000 

41,400 

14,700 

4.000 

49,900 

287.100 

52.900 

.  Tift 


wnsor  29  juli    1963 


1962 

PULSE 

PICKS 

WKMI 

AGAIN 
No.  1  in 

KALAMAZOO 

METRO  AREA 

Pulse  Metro  Area  Sept.  1962 
Pulse  Metro  Area  Sept.  1961 
Last  Area   Hooper  Sept.   1960 

THE  BIG 

INDEPENDENT 

BUY 

for  Greater  Kalamazoo 

$577  MILLION 
MARKET 


SM    1962    Survey    Effective 

Buying  Income  —  20%   Above 

National  Average 


WKMI 

5,000  Watts  Days 
1,000  Watts  Nights, 


24  HOURS  A  DAY 

Representative: 
Venard,  Torbet  &  McConnell 


TIMEBUYER'S 
CORNER 


Media  people: 
what  they  are  doing 
f  and  saying 


Working  tool  for  buyers:  Avery-Knodel  is  now  sending  a  tv  network 
guide,  a  compact  chart  of  evening  network  shows,  to  agencies  and 
advertisers.  Tins  chart,  produced  by  the  rep  firm,  classifies  shows 
according  to  three  types:  new  show,  old  show  at  new  time,  and  old 
show  at  same  time  (as  '62-'63  season).  Chart  notes  start  dates  and 
sponsors.  If  you  haven't  received  one,  and  would  like  to,  get  in  touch 
with  Irwin  Spiegel  at  Avery-Knodel  in  New  York. 

Buyer  makes  a  move:  Joseph  E.  Barker  has  joined  Gray  6c  Rogers 
(Philadelphia)  as  a  radio  and  television  timebuyer.  He  was  most  re- 


38 


Buyer  visits  WBT-AM-FM,  Charlotte,  N.C. 

Jonne  Murphy  (c),  Gumbinner  (New  York)  media  buyer  chats  with  Paul  Marion 
(1),  station's  assistant  vice  president  and  managing  director,  and  Ty  Boyd,  person- 
ality on  "Ty  Boyd  Show     and  talent  on  Tareyton's  daily  newscast  on  station 

cently  with  Donahue  &  Coe  (New  York),  and  before  that  was  with  J 
Walter  Thompson  (New  York)  as  a  broadcast  supervisor. 

Appointment  in  Los  Angeles:  Arlene  Raysson  has  joined  the  Nides 
Cini  (Los  Angeles)  media  department  as  a  buyer.  She  was  with  BHDO 
and  before  that  Coleman-Parr. 

Buyer  believes  in  the  value  of  field  work:  Jonne  Murphy,  media  buyei 
at  Gumbinner  (New  York)  makes  it  a  practice  to  "get  out  in  the  field 
as  often  as  possible,  visits  about  10  markets  a  year.  When  she  \  isita 
WBT-AM-FM  in  Charlotte,  N.C.  recently  (see  photo),  she  had  a  series 
of  15-minute  conferences,  which  had  been  set  up  in  advance,  with  al 
the  WBT  department  heads — news,  programing,  farm,  special  events 
etc.  Each  executive  explained  what  his  department  was  prepared  t> 
do  for  Gumbinner  clients.  Jonne  also  visited  WCSC-AM-FM-TV 
Charleston,  S.C  in  May  with  a  number  of  other  New  York  buyer 
including  Gumbinner  assistant  timebuyer,  Jackie  Moore. 

For  goodness  sake,  be  prepared:    \t   \letlis  N-  Lebow  (New  York)  the) 

SPONSOR   29  JULY  196: 


'TIMEBUYER'S 
CORNER 


t.dk  business  .it  lunchrJme,  and  what's  more,  Internal  Revenue  Service 
tin  rj  can  prove  it.  Buyer  Harvey  Pearlman  at  the  agencj  says  Ins 
leaders  Sand)  Mollis  and  Stanley  Lebow,  take  theii  noondaj  repast 
with  clients  at  .1  shore  side  eater)  known  .is  Ripples  on  ih<  Wat<  1  in 
Beechhurst,  Queens  (the)  travel  l>\  l><>.it  and  then  return  to  the 
office  bearing  reels  ol  tape.  Seems  thai  anyone  breaking  bread  and 
talking  business  .tt  s.iiil  eatery  may  have  their  conversation,  <>r  puts 
ot  it.  tape  recorded  l>\  means  ol  .1  microphone  placed  right  on  the 
table.  This  provides  proof  ol  business  talk,  date,  place,  contractural 

mi  nts  and  terms,  and  "factual  recollections  <>|  topical  jokes  and 
witticisms  which  usual])  enter  into  business  conversations  .is  relief 
moments."  Since  tins  innovation  is  spreading  with  .1  Fair  amount  "I 
rapidity,  (have  the  reps  found  out   about   it   yet?)  buyers,  check  t<> 

'.mi  whether  the  premises  is  bugged  or  not  before  you  dip  into 

th.it  vichyssoise.   \nd.  make  sun-  you  are  prepared  to  render  one  ol 

those  witticisms  when  you  feel  .1  relief  moment  drawing  near.    Vftei 

ill    you   don't   want   those   Revenuers   saying  agenc)    media   people 

1  aren't  w  itt\ .  do  you? 

fimebuyer  no  more:  (  harles  (  onrad  is  now   with  the    \d.nn  Young, 
Inc.  Chicago  office  as  a  t\  salesman.  He  \\.i*>  ,1  media  account  super- 

.it  \l. ul'". iil. iinl.  Aveyard  (Chicago). 


Ed  Stern:  chip  in,  tv 

Ed  Stern,  media  director  at  Foote,  Cone  &  Belding  (Chicago),  talks 
about  broadcast  media  with  the  firm  authority  of  a  college  professor. 
Which  is  not  surprising,  since  he  does  conduct  an  advertising  media 
course  at  Northwestern  University;  also  serves  on  the  National  4  As 
Broadcast  Committee.  Aside  from  his  interest  in  ratings  and  research, 
Ed  is  concerned  with  the  broad- 
cast industry's  responsibilities.  In 
accord  with  his  usual  positive  ap- 
proach, his  opinions  on  this  sub- 
ject   are    flatly    stated,    without 
doubts   or   reservations,   but   not 
without  a  great  deal  of  thought 
and  experience  backing  them  up. 
He   feels  that  the   broadcast   in- 
dustry,    particularly     tv.     should 
share  a   bigger  part  of  the   ex- 
pense in  research  costs.  Accord- 
ing to  him,  agencies  pay  too  large 
a  share  in  these  costs,  and  don't 
actually  profit  from   research  to 
the  same  degree  that  tv  stations 
do.  He  says  that  the   broadcast 
industry  has  blinders  on  regard- 
ing the  amount  of  responsibility  it 
it  is  willing   to   shoulder   to   re- 
search the  effectiveness  of  com- 
mercials. For  the  past  15  years  Ed  has  been  with  Foote,  Cone  & 
Belding;  was  media  director  at  Kuttner  &  Kuttner  (Chicago)  before  that. 
He  and  his  wife  and  three  children  make  their  home   in  Evanston. 
Illinois. 


^V  D  E  F   -TV         CMMTAHOOtt 

a  much  BETTER  BUY 
NOW  than  last  Fall 

CHCCK      LATEST      API  KfPOiTS 


HIGHER  RATINGS 


MORE  HOMES 


Greater  Popularity 


CHATTANOOGA 


CALL     . 


NOW/ 


Available: 

A 

CREATIVE 

MARKETING 

MAN 

For  Agency, 
Company, 
Network, 
or  Station 

Experienced  in  domestic  and  interna- 
tional (European)  marketing  —  heavy 
food.  drug,  cosmetic,  soap,  travel 
packaging,  beverage,  industrial  and  re 
tail  background.  Knowledge  of  con 
sumer  motivation  at  point  of  sale 
Rooted  in  fundamentals  of  media 
merchandising,  sis.  prom,  and  PR 
Strong  in  radio-TV  mgt.  Now  employed 
Salary  open  to  challenge  and  oppor 
tunity.  Write  Box  37,  SPONSOR. 


PONSOR  29  ji  i.y  1963 


COMMERCIAL 
CRITIQUE 


Trends,  techniques  new 
styles  in  radio/tv 
commercials  are  evaluated 
by  industry  leaders 


CREATIVE  CHOICE:  EFFICIENCY  OR  EFFECTIVENESS 

By  DONALD  L.  FOX 

A  current  favorite  background  for 
almost  any  product  in  a  commercial 
is  a  spectacular  shot  of  a  body  of 
water.  The  television  \  iewer  can  see 
an  ocean  of  it  every  day  and, 
whether  it's  a  Caribbean  seascape  or 
a  tropical  waterfall,  there's  not  a 
ripple  of  difference  when  it  is  run 


Water  is  a  commercial  favorite 

Breakers  at  •  Big  Sur,  California  are 
typical  of  often  viewed  aquatic  scenery 

together  on  the  television  screen. 
Perhaps  this  is  symptomatic  of  the 
presently  much  discussed  creative 
problem  in  advertising. 

Are  we  spinning  our  creative 
wheels,  not  exploring  new  commu- 
nications areas,  marking  time  with 
familiar  production  media  and 
methods?  This  seems  to  be  the  crea- 
tive trouble.  What  we  have  to  do 
now  is  find  a  solution. 

Recognizing  that  we've  somehow 
fallen  into  the  practice1  of  turning 
out  look-alike  commercials,  we 
ought  not  to  waste  any  more  time 
wondering  how  bad  this  is  for  the 
agency  and  the  advertiser.  We  can 
assume  that  when  nearly  80ro  of 
the  commercials  noted  in  a  panel 
study  fail  to  make  any  impression 
whatsoever  on  the  panelists  we  are 
being  overly  philanthropic  with  our 
advertising  dollars.  Management 
looks  sourly  on  such  a  practice  and 
lliis  should  be  our  clue  to  step 
lively.  So.  il  anybody  is  inclined  to 

run  ahead,  this  may  be  the  time  to 
do  it.  lint  before  we  make  a  move 
we  ou<j;lit  to  try  to  figure  out  how 
lliis  bad  situation  developed  and  tr\ 
to  avoid  making  the  same  mistakes 

again. 


Everything  was  peace  and  con- 
tentment until  someone  got  the  idea 
that  we  should  test  commercials  to 
see  what  an  audience  thought  of 
them.  Leave  it  to  a  client  to  think 
of  some  way  to  upset  our  creative 
applecart.  The  truth  is,  the  poor  guy 
was  probably  tired  of  being  out- 
numbered by  the  agency  presenting 
team  and  of  feeling  foolish  when 
they  raved  about  a  commercial  that 
he  didn't  find  even  interesting.  The 
advertiser  did  the  only  thing  he 
could  do  in  these  circumstances.  He 
called  in  a  referee — the  audience 
research  man.  Then,  rather  than 
worry  about  whether  the  commer- 
cial was  weak  or  not,  the  whole 
matter  was  resolved  very  neatly  and 
statistically.  The  commercial  got  a 
number  and  that  number  was  put 
beside  another  which  represented 
the  average  audience  reaction  to 
what  had  been  done  before.  This 
cut  down  on  the  rave  notices.  In 
fact,  it  all  but  eliminated  them  and 
and  at  the  expense  of  a  great  deal 
of  distress  in  creative  circles. 

But  the  agency  business  is  adapt- 
able and  we  went  into  the  research 
phase  with  almost  no  hitch  at  all. 
There  was  hardly  a  pause  to  shift 
our  creative  gears.  A  smart  copy- 
writer figured  out.  after  some  pain- 
ful rewriting  experience,  that  there 
was  a  way  to  write  a  commercial  so 
that  it  was  fairly  dependable  in  the 
scoring  department.  Gradually  a 
pattern  developed  which  became  a 
formula  and  we  called  it  "problem- 
solution."  After  that  things  got  bet- 
ter. And  after  that  things  got  worse. 
The  numbers  were  averaging  better 
but  the  product  began  to  look  like  a 
painting  by  then.  And,  since  every- 
one was  using  the  same  numbers, 
there  came  to  be  a  lot  of  look-alikes. 
This  is  partly  how  our  problem  has 
come  about  and  you  can't  blame 
anybody  for  it,  particularly. 

The  problem  has  other  causes, 
though,  which  predate  the  research 
phenomenon.  For  example,  we  have 
always  had  to  reckon  with  the  or- 
ganization man's  concern  for  opera- 


tional efficiency.  The  desire  to 
streamline  creativity  has  reached 
the  point  where  automation  in  ad- 
vertising is  now  fascinating  some 
agency  people.  These  influences 
only  aggravate  the  problem.  The 
creative-production  responsibility  is 
already  diluted  in  the  "organiza- 
tion" and  the  spirit  of  togetherness 
grows  stronger.  We  have  managed 
to  fracture  the  creative  function 
into  so  many  pieces  we  must  main- 
tain an  assembly  line  to  put  our 
commercial  product  together.  Ev- 
eryone knows  now  what  Ilenrv 
Ford  found  out  first  about  assembly 
lines;  that  no  system  can  be  efficient 
without  standardization  of  parts. 
When  we  choose  to  operate  a  crea- 
tive assembly  line,  therefore,  the 
first  thing  we  must  do  is  standard- 
ize, and  then  we  must  lay  out  each 
job  so  that  the  right  thing  is  at  the 
right  place  at  the  right  time. 

It  is  said  that  creative  people 
tend  to  be  a  little  disorganized 
about  management  affairs  but  the 
television  commercial  assembly  line 
moves  like  it  was  organized  in  De- 
troit (and  forgive  me  if  this  hurts — 
I've  contributed  to  it  and  it  hurts 
me.  too).  First,  someone  gets  a 
sample  reel  of  outstanding  commer- 

(Please  turn  to  pane  58) 


DONALD  L.  FOX 


Owner-manager  of  Producer's  TV 
L.il).  Int..  Fox  was  Television  Pro- 
duction Supervisor  at  Ketchum, 
McLeod  &  Grove,  Inc.  until  organ- 
izing his  own  company  lat< 
year.  Before  joining  the  agency  lie 
was  a  director  at  \\  HEN-TV.  Syra- 
cuse, N.  Y..  beginning  when  tliat 
station  went  on  tin-  air  in  1948. 


10 


SPONSOR    29    u  i ^    L96 


WASHINGTON  WEEK 


News  from  nation's 
capital  ol  special 
interest  to  admen 


if  if    The  broadcast  regulat  ing  functions  of  the  Federal  Coram uni cat  ions 

Commission  have  rarely  been  so  openly  threatened  as  during  the  He 
Commerce  Communications  Subcommittee  hearings  on  broadcast  editorial:,. 

Not  even  during  the  big  tv  scandal:;  era,  from  McConnaughey  to  Mack  to 
Doerfer,  did  legislators  argue  so  savagely  to  cut  down  the  r  .   - 
powers  of  the  FCC. 

Warm-up  by  subcommittee  members  Cunningham  (R.,  Neb.)  and  B< 
(R.  ,  Mich.)  was  the  demand  that  the  FCC  turn  over  to  Congress  the  decision 
on  equal  time  requirements  for  broadcast  editorials  on  Candida-      This 
should  be  a  matter  for  Congress,  not  a  downtown  agency  to  decide.  ■ 

It  was  a  short  step  to  all  editorializing,  and  from  there  to  claim 
that  every  major  rule-making  issue  should  be  passed  on  by  Congrt.  . 

if  if    The  problems  of  broadcast  editorializing  were  almost  lost  sight  of 
at  times  in  the  scramble  to  get  diatribes  against  agency  authority  on 

the  record. 

Rep.  W.  J.  Bryan  Dorn  (D.  ,  S.  C.  )  said  a  library  of  Congress  study  had 

shown  that  907  of  governing  rules  and  regulations  are  coming  from  agencies, 

not  from  Congress.  He  said:  "Any  and  all  new  regulations  of  the  FCC  should 

be  reviewed  by  this  committee."   He  included  everything  from  broad' 

commercials  to  programing. 

Dorn  approved  unrestricted  broadcast  editorializing  at  just  one 

level:  grassroots.  "Local  broadcasters  have  reached  maturity,"  in  South 

Carolina  at  any  rate,  he  believes. 

if  if   F°r  once ,  an  FCC  chairman  and  CBS  president  Frank  Stanton  were  on  the 

same  side  of  the  fence,  and  received  identical  scoldings  for  opposing 
Rep.  John  Moss '  bill  tightening  editorial  fairness  rules. 

FCC  chairman  Henry  and  the  CBS  president  both  had  misgivings  abou 
law  that  would  leave  broadcasters  open  to  rebuttal  free-for-all  for  station 
time  in  the  wake  of  any  political  editorializing. 

Said  Rep.  Bennett  to  teach  in  turn :  "You  are  always  against  regulatory 
legislation  by  Congress  when  you  come  up  here." 

NBC  gracefully  sidestepped  involvement.  The  network  per  se  does  not 
editorialize.  NBC  recommends  laissez-faire  for  broadcast  editorials, 
general,  but  hasn't  decided  whether  to  allow  them  on  its  own  stations. 


if  if   Urgings  for  remake  or  removal  of  the  FCC  have  been  on  the  increase. 

Ex-chairman  Minow's  plan  for  a  single  administrator  plus  a  spec 
communications  court  was  described  as  "dictatorship"  by  Cmr.  Robert  E.  Lee 
last  week.  Georgia  broadcasters  want  broadcast  split-off  from  FCC. 

Gentlest  suggestion  is  for  supervision  by  a  permanent  Administrative 
Conference  that  would  council  all  overloaded  regulatory  agencies. 

It  seems  a  long  while  back  that  Sen.  John  A.  Carroll   D.  .  Col  - 
ascribed  all  troubles  to  ex-parte  contacts  and  in  May  1961  suggested  uniform 
10-year  terms  for  agency  members,  to  attract  the  "bes*        Le  people." 


ponsor  29  mv  i  11 


how  does  a   tatto 


42 


SPONSOR    29   JULY    196.'' 


Two  ways. 


Dncern  you  ? 


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

So  —  how  does  this  concern  a  broadcaster? 

So  —  it  works  the  same  way  here. 

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

Think  it  over. 

And  don't  eliminate  the  "tattoo". 

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

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

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


SPONSOR 

THE     WEEKLY     MAGAZINE    TV    RADIO     ADVERTISERS     USE 


3NS0R   29   JULY    1963 


SPONSOR-WEEK 


Advertisers  and  Agencies 


New  research  eyes  glamour  &  grooming 


Considered  a  luxury  in  other  times 
and  places,  good  grooming  and 
glamour  in  20th  century  America 
are,  by  all  indications,  necessities 
not  readily  dispensed  with.  As  the 
John  H.  Breck  Company  has  discov- 
ered in  research  over  the  years, 
U.  S.  women  are  like  U.S.  mails — 
neither  snow,  nor  rain,  nor  heat,  nor 
gloom  of  night,  nor  anything  for 
that  matter  short  of  economic  catas- 
trophe, keeps  Miss  and  Mrs.  Ameri- 
ca away  from  the  beauty  shop  . 

Though  in  the  happy  position  of 
having  this  constantly  receptive 
market,  the  charged  competition  for 
brand  loyalty  forces  the  outlay  of 
many  multi-millions  of  advertising 
dollars  annually  by  cosmetic  and 
toiletries  manufacturers.  Last  year 
alone  they  loaded  the  radio  and  tv 
billings  ledger  with  over  $200  mil- 
lion to  woo  and  win  the  consumer 
over  to  their  product  camps,  placing 
the  group  second  only  to  food  and 
drugs  in  television  expenditure.  And 
though  the  market  is  always  there, 
social  and  economic  changes  over 
the  years  alter  its  complexion,  occa- 
sioning a  steady  flow  of  dollars 
yearly   into   market   research.    For 


instance,  a  survey  just  completed 
by  the  Lloyd  H.  Hall  Co.  for  Schol- 
astic Magazines  offers  impressive 
documentation  that  very  young  con- 
sumers, in  this  country,  both  male 
and  female,  have  become  an  im- 
portant and  influential  segment  of 
the  grooming-glamour  market,  a 
phenomenon  charted  onlv  since 
World  War  II. 

"Good  Grooming  Study  of  the 
Youth  Market"  was  conducted  for 
Scholastic  Magazines  in  April  1963 
via  mail  questionnaire  in  a  cross 
section  of  U.S.  households  having 
boys  and  girls  enrolled  in  grades 
seven-12.  Survey  results  were  based 
on  1,753  returns  from  individuals  in 
1,601  households.  Youngsters  in 
grades  seven-nine  are  generally  in 
the  11-14  age  groups;  those  in 
grades  ten-12  are  in  the  15-19  age 
range.  A  post-war  precocity  seems 
to  have  actively  placed  girls  in  the 
cosmetic  and  toiletries  market  at  an 
early  age,  according  to  data  analy- 
sis. In  grades  seven-nine,  at  least 
four  out  of  five  girls  are  using  nail 
polish,  lipstick,  hair  spray,  cologne 
and  a  deodorant.  By  the  time  they 
reach  grades  ten-12,  their  usage  of 


Use  of  selected  products  by  boys 


Total 


Grades 
7-9 


Grades 
10-12 


PRODUCT 

% 

% 

°0 

shampoo 

87.1 

89.0 

85.0 

hair  dressing 

89.5 

897 

89.3 

shave  (any  method) 

45  0 

168 

77.8 

safety  razor  (of  those  who  shave) 

58.8 

59.7 

58.6 

shaving  soap  (of  those  who  shave) 

52.7 

58.3 

51.2 

after  shave  lotion  (of  those  who  shave) 

50.1 

50.0 

50.2 

ever  used  electric  razor  (of  those  who  shave) 

63.3 

52.7 

66.0 

deodorant /an  ti-per  spirant 

66.1 

52  8 

81.7 

chapped  lips  product 

69.1 

70  8 

67.2 

chapped  hands  product 

30.1 

31.3 

287 

chapped  face  product 

18.6 

20.1 

169 

regular  toothbrush 

96.2 

95.8 

96.7 

toothpaste/powder 
mouthwash 


98.3 


97.9 


98.7 


57.5 


52.1 


63.9 


grooming  products  increases  mar- 1 
kedly:  86%  use  nail  polish,  97%  usef 
lipstick,    83.4%    use    eye    make-up, 
86.5%  use  hair  spray,  90.7%  use  col- 
ogne, and  98.7%  use  a  deodorant. 
Not  only  is  usage  of  grooming  prod-i 
ucts  considerable  among  girls,  but] 
they    are   an    important   factor   in} 
brand  selection  for  products  which 
they  use.  Over  four  out  of  five  .lirh 
either  buy  their  own  nail  polish  or 
specify    the   brand    to   be   bought! 
when   another   buys    the   product) 
Over  three  out  of  four  girls  bu\ 
their  own  brand  of  lipstick,  two  <>u 
of  three  buy  their  own  eye  make 
up,  one  out  of  three  their  own  hail 
spray.  And  while  only  9%  buy  thei:| 
own  shampoo,  47?  specify  the  brand] 
when  another  buys  the  product — i 
total  brand  influence  of  56%. 

The  Hall  report  blasts  the  stereo 
type  of  boys  being  indifferent  abouj 
their  grooming,  as  the  chart  helo\ 
indicates.  In  grades  seven-nini 
nine  out  of  10  boys  use  a  shampo, 
and  hairdressing  and  over  50?  use  , 
deodorant  or  mouthwash.  In  gradt. 
ten-12  over  75%  are  shaving,  and  ( . 
those  who  shave,  about  six  out  ( 
ten  use  a  safety  razor  and  over  ha 
use  shaving  soap  and  after-sha\ 
lotion. 

While  boys  don't  personally  hi 
grooming    products    as    readily 
girls,   they  still   exert  considerab 
influence    on    brand    selection    fc  | 
products  used  by  them.  Onl\    il 
buy  their  own  hair  dressing,  for  i' 
stance,  but  51V  specify  the  brand 
be  bought  by  another;  83  purcha 
their  own   mouthwash  but  anotli 
36%  specify  a  brand;  20.1V  buy  ufh 
shave  lotion  and  34.1%  specify  til 
brand;    15.1%   buy    medicated    sk 
care    products.    35.3%    specify 
brand;  and  18.3V  buy  deodorant  ai 
35.2V  specil'\  a  brand.  Product  arc 
w  here  bo)  s  appear  to  exert  the  let 
influence     include     razor     blad< 
shaving  cream,  chapped  lips  pr< 
net.  toothbrush  and  toothpaste. 

Turning  to  the  cosmetic-toiletry 
trade's  top  target,  the  adult  femi 
consumer,  John  11.  Breck  has  ji 
published  the  results  of  its  16th  A 
nual  Breck  Survey  into  the  beai 
habits  of  the  American  women  • 
the)  specifically  affect  the  hair-a 
industn .    Each    year    Breck    p<  • 
l.O(K)  randomly  selected  subscrib  • 


II 


SPONSOR   29  JWi    ll 


li 


to  one  oi  tlif  couna \  a  large  w om 
en's  magazines  The  information  in 
tins  latest   snrvej    applies   to    1962 
aiiil  is  based  on  replies  From  3,007 

ii,  .1  u  tin ii  m|  75  29    I  In'  mil 
st.mdiii  .  I. H  t  uncovered  in  tins  I. it 

est    stinl\     is    tli.it    the    mt  nil  m 

li.ur  problems  is  mi  tin-  i  ise,  w  1 1 1  • 

I  thf  respondents  complaining 

.>t  .in.   .I  more  such  difficulties  in 

h,  I'll, |   si.  had  problem  hail 

while  five  years  ago  tin-  1 1  tli  Breck 

Surve)  reported  .i  figure  <>l  ^-^  foi 

tins  i  ategon     II  u-  overall  increase 

in  tin-  List   five  years  in  the  sales 

potential  "I  hair  preparations  is  sig 

iiiIh  .mt   t.i  tlir   inilnsti  \    general!) . 

III.'    breakdown    "I    tin-    specific 

problems   indicates   tli.it    the   must 

consistent!)    reported   problem   re 

m. mis  "hard  to  manage"  hair  which, 

because  of  its  vaguenesss,  maj  also 

be  the  most   marketable  problem. 

Hair  spr.i\  popular 

Tlir    16th    surve)    also   analyzes 

isage  statistics  in  relation  ft)  some 

>t  tlif  more  popular  hair  products, 

l.mifK   aerosol  hair  sprays,  cream 

mis,  v  I1.1irtlrfssin.4s.  wave  sets,  and 

Mir  coloring.    Hair  spraj    has  thf 

v  ult  st  interest.  Some  873  ol  tlif  re- 

ipondents  "ever"  use  it  and  7:2V  cur- 

•  nt K  use  it.  Young  women  1  under 

.if  thf  biggest  consumers  ft 

i.nr  spray,  with  933  reporting  the) 

use  it  and  769  currentl)   ns- 

<.  ompared  \\  ith  older  women 

nl  over  '  where  tin-  statistic  5 

ever    and    70V    currently. 

'ream  rinse  is  currentl)    used  In 

ktter   than   halt    tin-   respondents. 

Iiis  product  is  equally  interesting 

«>  women  in  thf  young  and  middle 

nips     young  women  report 

•  it   and   549    presently,   and 

addle  age  women  report  749  ever 

iresentl)  I   but  it  tails  oil 

hat     among     older     women 

ver  and    \2.   presentl)  I.  One 

ut  ot  three  women  currently  uses 

iir  dress.  The  tendenc)   is  tor  the 

in  1      to     he     greater     among 

omen  in  the  middle   399  currentl) 

ind  older    369  t  urrentl)  use 

nips    Vmong  the  \<uiii'4  worn- 

D,  onl)  2'r.  presentl)  use  hair  dress. 

set  is  currentl)   used  In   one 

•  it  of  tour  and  shows  up  smoothly 

the   three  age   groups      ap- 

roximatel)  279      Mearl)  two  out  of 

used  hair  coloring  in  the 

ear,  either  at  home  or  beauty 

1  Ins  incidence  is  most  marked 

?  women   35-54,   with   upper 


Hair 

1962 

Pro 

1961 

1)1 

ems 

I960 

I9S9 

mi 

l»S7 

tot.il  reporting 

problems 

84% 

84% 

80% 

hard  to  manage 

37 

39 

32 

34 

33 

35 

dandruff 

33 

34 

39 

36 

32 

hair  too  dry 

32 

32 

31 

28 

29 

30 

lacks  lustre 

18 

19 

21 

23 

hair  falls  out 

13 

18 

18 

18 

hair  too  oily 

14 

12 

7 

8 

8 

14 

ova  $8,000)  incomes.  The  break 

dow  11  1>\  age  and  income  is  as  fol- 
lows: In  age — young,  329 .  middle, 

159    older,  3195.  B)  inc uppa 

middle,  34X;  low  1  2 
Sin<  e  home  hair  coloring  prepai  - 
ations  have  become  in  recent  ) cars 
one  nl  the  big  selling  items  in  the 
field,  it  is  interesting  t"  look  furthei 
into  the  marketing  situation  for  tins 
product.  The  location  oi   the  last 

hair   coloring  application   was   split 

fairl)  evenly  between  home  and 
beaut)  shop.  The  median  amount 
spent  for  the  last  application 
equalled  $2.13  compared  with  sl  99 
a  year  before,  however,  some  21 
ol  those  who  had  hair  coloring  ap- 
plications spent  $5  or  more  <ni  their 
last  application  compared  v»  ith  1^ 
a  year  ago.  The  frequenc)  with 
which  coloring  w.is  used  varies,  ol 
course,  by  type  of  application.  T<  m- 
porar)  color  applied  separatel)  has 
the  highest  frequency  ol  use  in  that 
-fi  oi  the  women  who  used  that 
t\  pe  did  so  once  a  week.  \n  addi- 
tional 21)'.  who  use  that  type  did  so 
once  <>r  tw  ice  a  month.  Semi-per- 
m  ment  and  permanent  color  users 
seem  to  use  the  coloring  even  Bve- 


si\  weeks  and  bleat  h  or  li 

tends    t  it    si\  weel 

ten  als  01  less  frequentl) 

( )l    those   who  tried   hair 

1  oloi ing   thn  .  ..ut  ol  five  said  tl 
had  never  even  thought   about   it 

\ll  ol   these  hair  probli  m   | 
nt  ts  showed  a  usage  in 
the    pn  \  ions     yeai      I  lau     spi 
used  I)  all  respondents  in 

L961    n  «e  in  us  ling 

to  results  oi  tin   iMh  Surve) 
ol  in  mi  rinse  rose  from  1""'  in  ! 
to  5  >•   m   1962;  hairdressin 
wave  sets  from 
1~     and  hut  colorii 

Vpproximatel)   s''.  ,,1  tin    i> 
Sun  e)    respond)  nts  <1   th.it 

the)  frequented  ..  beaut)  simp  dur- 
ing thf  past  \ ear,  < 1  impared  w ith 

in  tin-  pro  ious  sun e\   <  >t  1'" 
sf>.    [29  oi  tin-  patrons  !>■  rught 
or  more  n  tail   items  "ii  t! 
\  isit  to  the  beaut)  shop,  t! 
percentage  as  m  tin-   l">th  S 
1 1. or  spra)    1 1  rntinui 

the    list    ot    items    bought,    rnnn 

toill'-to  .  Mie    \  erSUS    the    set  1  Hid    !' 

frequentl)    purchased    I  um- 

poo 


armiOTiHiitniK^iiiiiiiiiiiiniiiiiiiHniiimiiiiinii:' 

Items  Bought 

1962 

1961 

hair  spray 

shampoo 

11 

11 

hair  conditioner/dressing 

10 

lipstick 

8 

10 

hair  net  5 

cream  rinse  5 

hand  cream  4 

nail  polish  3 
face  make-up 
dandruff  preparation 

other  items  20 
■■■■■■■■■■■■■■■iiMHHHBHBBBaBi 


9 


ONSOR   29  JVl/1     ! 


SPONSOR-WEEK     Advertisers  and  Agencies 


Ok  audit  procedure  before 
standards,  says  Nielsen 

Nielsen  today  said  it  feels  a  re- 
search audit  procedure  acceptable 
to  all  industry  groups  and  research 
organizations  can  be  agreed  on 
without  awaiting  an  okay  on  the 
related  subject  of  research  methods 
and  standards,  and  accordingly  has 
asked  its  research  clients  to  state 
the  types  of  information  they  would 
like  to  see  included  in  the  audits. 

Meantime,  NAB,  which  along 
with  ARF  and  other  groups  has  pro- 
posed the  audits,  reports  "excellent 
progress"  in  its  efforts  to  provide 
radio  and  tv  with  an  accredited  and 
audited  system  of  program  ratings. 
NAB  Rating  Council's  subcommit- 
tees are  "ahead  of  schedule"  in  de- 
v  eloping  standards  and  criteria, 
agreeing  on  proper  auditing  pro- 
cedures, and  in  preparing  question- 
aires  for  submission  to  cooperating 
rating  services. 

One  subcommittee  has  worked 
out  the  basic  approach  to  auditing 
rating  services,  calling  for  the  set- 
ting up  of  a  non-profit  corporation 
to  head  the  audit  function,  with 
accounting  and  business  manage- 
ment firms  to  be  contacted  to  dis- 
cuss handling  the  actual  auditing 
on  a  contract  basis. 

In  addition,  the  group  concerned 
with  Criteria  and  Standards  antici- 
pates having  its  criteria  for  rating 
services  completed  by  mid-August, 
in  time  to  accompany  question- 
naires being  sent  to  rating  services 
the  latter  part  of  the  month. 

Also,  NAB's  Research  Committee 
expects  to  have  ample  facts  on  hand 
by  mid-September  to  reach  con- 
clusions and  make  recommenda- 
tions on  the  proposed  study  in  tan- 
dem with  RAB  into  methodology 
for  radio  audience  measurements. 

Nielsen,  in  its  imitation  to  its 
clients  —  including  advertisers,  ad 
agencies,  and  broadcasters  —  in- 
cluded a  summary  of  its  own  sug- 
gestions regarding  various  aspects 
of  the  auditing  procedure,  in  the 
hopes  of  helping  NAB  to  get  things 
rolling.  It  felt  agreement  on  re- 
search methods  and  standards  could 
w  .lit  because  they  involve  basic  dif- 
ferences   "I     interest    and    opinion 


46 


among  advertisers,  agencies,  net- 
works, and  stations. 

Quoting  published  statements  of 
proposed  auditing  bodies  to  the  ef- 
fect that  they  will  be  "financed  by 
the  rating  services  and  users,"  Niel- 
sen suggests  an  expense-sharing 
plan  under  which  internal  costs  of 
the  audit — including  exec  and  cleri- 
cal salaries  and  electronic  data  pro- 
cessing— would  be  borne  by  the  re- 
searchers, while  auditors'  fees  and 
other  direct  auditing  costs  would  be 
financed  by  the  users. 

It  is  also  suggested  that  the  audits 
may  require  somewhat  different 
specifications  for  each  of  the  four 
basic  types  of  broadcast  audience 
research — network  tv,  local  tv,  net- 
work radio,  and  local  radio —  and 
it  is  recommended  that  each  of  the 
four  types  of  research  be  covered 
by  separate  agreements  between 
each  individual  researcher  and  the 
sponsoring  industry  group. 


Pointing  *out  that  the  Audit 
Bureau  of  Circulations  includes  ir 
its  membership,  and  on  its  board 
the  organizations  which  are  beim 
audited,  the  Nielsen  suggestions  in- 
clude a  recommendation  that  "care 
ful  consideration  be  given  to  invit 
ing  each  research  organization  to  b< 
a  member  of  the  proposed  Industn1 
Committee." 

Other  suggestions  include  scope  1 
frequency,  timing,  and  uniformftj 
of  audits;  format,  certification,  ant 
distribution  of  audit  reports;  recog; 
nition  of  legal  requirements,  ami 
protection  of  competitive  interests 

Home  entertainment  field 
at  'moment  of  decision' 

The  home  entertainment  industr 
is  courting  chaos  through  "high] 
pressure  selling,  low-profit  mei 
chandisine,  indiscriminate  distribv' 


Rubber  face  and  real  money 

A  ton  of  silver  dollars  worth  $34,000  arc  featured  by  B.  F.  Goodrich  in  off-beat  p 
tomime  commercials  plugging  consumer  contest  running  29  July  through  7  Septemb 
Fate  belongs  to  Joe  E.  Ross  ot  "Car  54"  and  "Sergeant  Bilko,"  who  reacts  to  i 
camera    voice   in    the   spots.    Money    and    other   prizes    go    to   motorists    u 

SPONSOR   29   JULY   l'J 


^ 


■on,  and  ova  saturated  markets," 

s.i\s  Roland  I  k.ilh  \  p  gen  tngr. 
d  I'll"'  Radio  manufai  tun  i  oi  In  li 
consoles  .mil  components  Hi 
u. lined  |).n lu  ipants  in  the  National 
\smi  "i  \insii  Merchants  shov  at 
(  'Iik  ago  lasl  week  tli.it  these  t.i<  ti<  s 
quickl)  tightening  the  noose 
op  the  w hole  indusrn 

( )ni  industi \  faces  .1  moment  "I 

>lt  i  in said  kail)    \\  (  can  eithei 

t.ikc  the  heavih    traveled   road   to 
chaos  or  we  can  take  the  cue  paved 
uitli  I. in  profits    professional  sales 
manship     and    protected    trading 
\ 1 1 1 h > t m 1 1  the  ( lion  <■  seems 
lie  added,  \ en  lew  home  co- 
ntainment   equipment    producers 
iavi    chosen  the  qualit)   road  .  .  . 
\cii  though  some  have  pretended 

During  the  \  WI\I  show,   Pilot 

oitiated  an  intensive  campaign  for 

[he  restoration  ol  "fair  profits  and 

inity"  tn  the  industry.  In  meetings 

\itli  dealers  and  through  trade  ad- 
ertising  and  direct  mail,  k.ill>  said 
Hot  is  stressing  the  point  that  the 

entertainment    field    is    at    a 
iinoment  ol   decision." 


Boston  sports  sponsors  sign  with  station 

With  high-scon    sales  the  goal    thes<    New   England    idverttsers  and  will  spon- 

vm  som<    150  Bruins  hocke)   and  Celtics  basketball  games  .>n  WMDH    ind  I 
games  on  WHDH-1A    Seated    l-i     Bob  Cullon,  Better  Homi    Heat  i     mdl    I    I 
('.i\.in. mull.   New    England    I  >  I  >.\    l<l    <  lifford    ihatchei    <   irlin      Brewii        William 
B,  McGrath,  stations  \  p.  Standin      l-i      Earl  Hoffman,  Silton  l  I  '.   1 1< >ti- 

in. in.  s    [oseph  Hoffman,  Ingalls   Kssot  iates;  Bob  riffii     II   ■ 

[ohn   C    Dowd,   Hansen-MacPhee   Engineei  I  1  >•  !    B  u         II 

Provandie,   representing   New    York,   New    Haven,   and    Hartford   Rail: 


lorden  spreads  puffs  over 
!  NBC  daytime  programs 
Eight  \  BC  TV  d.i\  time  programs 

a\e  been  set  tor  the  national  uitro- 

uetion  ol  the  So/,  si/e  ot  Borden's 

Brand    Neufchatel    Cheese, 

illowing  successful  test  marketing 

I     the      low -caloric,      hiiih-protein 

roduct  iii  cities  in  California,  Ohio, 
ml  Illinois  Neufchatel  lias  previ- 
usl)  been  available  in  institutional 
:s(d  primarily  In  restaurants. 
btels,  etc.,  l>ut  tins  is  the  lirst  time 

ie  cheese  has  been   put   up   in   the 
nail  si/e. 

The  t\  campaign,  from  12  August 

i at  least  2~  September,  will  consist 

F  minute  participations  in  Con<<  n- 

i,     Loretta     Young     Theatre. 

/s    Right,    Make    Room    for 

..     Play     Your     Hunch.     Say 

)o//;    First   Impression,  .nu\ 

•  u  Pont  Say.  Backing  this  up  will 

cut-oil  oilers  and  ads  in  some 

DO  newspapers    No  broadcast  me- 

la  were  used  in  the  test  campaign, 

lit  the  national  introduction  makes 

iidi  more  extensive  use  ol    radio- 

than  print.  Young  c\  Rubicam  is 

!IC\ 

i  package  ol  Neufchatel  will 
try  a  "flag"  in  the  upper  left  hand 


cornei  ol  the  label,  reading:  "30/  < 
lower  in  fat  than  cream  cheese,"  and 
Borden  said  it  can  be  used  in  ever) 
wax  that  cream  cheese  is  used. 
I  lowe\  er,  it  pointed  out  that  in  the 
test  campaign,  neufchatel  sales 
were  in  addition  to  those  for  cream 
i  Ik  is.  .  rather  than  cutting  the  lat- 
tt  is  total.  Neufchatel  will  retail  foi 

some    \i     less   than    the   B-OZ     si/e   ol 

(ream  cheese 


APPOINTMENTS:    The  Princeton 

Inn.  Avalon,  \.  J.,  to  T.  I..  Beimel 
Advertising,  Philadelphia  The 

Wallpaper  Council  to  Puller  i\ 
Smith  &  Boss.  The  group's  mem- 
bers represent  lx>' ,  ol  industry 
sales  \  heavj  saturation  campaign 
in  April  will  include  radio,  trad. 
publications,  and  consumer  ma 
/ines  KCOP-TV     1  \  les 

to  (  lear\ -Strauss-Irw  in  fil  Good- 
man for  public  relations  I  .  nno\ 
Industries,  manul.u  hirer  ol  the  new 

"Kittytrack"  crawler-mounted  lawn 
tractors,  to  W,  1).  Lyon  (  o  .  <  i  dai 
Rapids  .  .  Nationwide  Marketing 
\ssoeiates  to  (  ole  Fischer  Rogow 
for  L'image  Beaut)  Masqui  \ 
tional  .n\  program  will  start  in  Sep- 
tember The  Ta\  lor  W  in.    (  oin- 


Dan)     to    Davis.    Parsons    fil     Siroh- 

meier  ...  I  I  ar  International 

and      The    (  losnat     Coip      tO     Mario 

Trombone  Associates  The  In 

ternat  i<  inal  Assn.  i  il  Fire  Fightei 
Maurer,  Fleisher,  Zon  fit  Associates, 
Washington. 


I  IN  \\(  I  \l    111  PORTS:    AH        I 

I.orillard's   lilt,  i    brands  red 

sales  gains  in  the  lirst  si\  months  . .( 

the  year,  Although  some  losses  w 
suffered  in  the  non-filter  area,  the 

COmpan)  S   first   hall    sales   set   a   : 

record  tor  the  s.\ enth  rive 

year  with  net  sales  at  $251 
vs   |251  081  KM  foi  last  yi  ars  lost 
half.    Earnings 

compared  with   sl<>  M  1    5  'he 

\KHil   period     Framings    |*  r    si 
w.  i  i  ompared  w nh  I 

yeai  Net  sal  B    I 

( ill  k  li  •  ir  the  first  six  month* 

L963    amounted    I       M  122, 

compared  with  $406,018 

same  period  ol  1962 

I  I       N  for  the  first  half 

amounted   I 

with  $1  yxx 

half,  an  in,  \  ■ 

. .  ime  a  ( omm  in  sh 

PilUbui  j 


onsor  29  ]vu    1963 


17 


SPONSOR  WEEK  I  Advertisers  and  Agencies 


earnings  for  the  fiscal  year  ended  31 
May  1963  increased  to  S3.55  from 
$3.49  last  year  while  earnings  after 
taxes  increased  to  $7,822,261  from 
$7,671,205.  Sales  registered  their 
seventh  consecutive  advance,  total- 
ing a  record  $407,733,643,  up  from 
$401,369,696  last  year. 


NEW  PRODUCTS:  Molle  King 
Shave,  an  instant  lather  shave 
cream,  introduced  nationally  by 
Glenbrook  Laboratories  division  of 
Sterling  Drug.  The  new  item,  medi- 
cated with  hexachlorophene  and  in- 
cluding menthol,  is  available  in  an 
11-ounce  size  and  replaces  the  six- 


ounce  and  ten-ounce  Molle  Instantl 
Lather  which  are  being  disconj 
tinned. 

NEW     AGENCY:     Admedia     haJ 

opened  its  doors  at  353  East  Mad 
nolia  Blvd.,  in  Burbank.  Principal: 
are  Rex  Brookhart  and  Fred  Lamb 
Phone  number  is  849-1325. 


Live  tv  ads  put  viewer  in  driver's  seat 


Kin  more  ^° you  ^ave  to  run  ^°wn  to  ^e  c°rner  *° 

llU  your  friendly  auto  dealer  when  you  want  to  pur- 
chase a  car  ...  at  least,  not  in  the  Indianapolis  area. 
There,  you  just  call  the  dealer,  describe  what  you  want, 
then  sit  back  and  wait  until  the  object  of  your  desire— or 
the  closest  thing  to  it— appears  in  a  commercial  in  the 
middle  of  the  movie  you're  watching.  This  innovation, 
called  "Car  Shoppers'  Tele-Sale,"  is  being  sponsored  by 
Smart  &  Perry  Ford  City  on  indie  WTTV,  Bloomington- 
Indianapolis,  in  Friday  editions  of  "Family  Night  at  the 
Movies."  At  the  opening  of  the  program,  viewers  are 
asked  to  phone  in  a  description  of  the  car  they're  shop- 


ping  for.  On  subsequent  commercial  breaks  within 
the  film  the  car  is  shown.  Jack  Smart,  head  of  the  auto 
firm,  said  120  calls  were  received  the  first  show,  and 
over  200  the  next.  The  format  of  the  program  permits  a 
total  of  12  cars  to  be  shown,  two  in  each  of  six  comm3r- 
cials.  "The  most  amazing  thing  about  the  system,"  says 
Smart,  "is  the  fact  it  produces  sales."  Phone  calls  are 
answered  by  the  22  Smart  &  Perry  salesmen,  who  then 
appear  on  camera  to  show  the  cars  to  their  prospective 
customers.  All  calls  are  acknowledged  on  air,  although 
all  cars  can't  be  shown,  but  first  names  of  callers  are  dis- 
carded "to  prevent  other  car  dealers  from  using  the 


show  to  develop  prospect  lists."  If  a  requested  car  isn't 
available,  viewers  are  reminded  that  anyone  with  a  car  of 
its  description  can  make  a  good  trade  on  a  new  Ford 
since  Smart  &  Perry  has  a  ready-made  customer  for 
theirs.  Says  WTTV  manager  Bob  Holben:  "Through  the 
live,  on-location  commercial  technique,  we're  able  to 
sort  out  the  people  who  have  already  made  up  their 
minds  to  shop  for  a  car  and  lead  them  first  to  Smart  & 
Perry.  ...  And  the  independent  (station),  since  it  gen- 
erally operates  at  lower  audience  levels  than  its  com- 
petitors, is  more  keenly  aware  of  the  prospect  viewer 
distinction  than  most  broadcasters.  When  a  program  or 
a  spot  schedule  produces  a  measurable  sales  result,  no 
one  asks  what  the  rating  is."  The  station  and  sponsor 
cooperated  closely  in  promoting  the  venture,  with  WTTV 
airing  saturation  ID's  for  a  week  preceding  the  first  show 
inviting  viewers  to  tune  in,  and  the  auto  firm  carrying  the 
same  invitation  for  two  weeks  in  all  its  print  advertising. 
In  addition,  2,000  letters  of  invitation  are  mailed  out  each 
week  to  stimulate  further  viewing.  As  for  those  calling 
in,  it  was  found  that  80%  are  legitimate.  At  left  is 
interior  of  Smart  &  Perry  showroom,  where  salesmen 
talk  to  viewers  by  phone.  Below,  Smart,  coordinator  Bill 
Kleyla,  and  salesmen  look  on  as  announcer  Chuck  Mar- 
lowe opens  the  "Tele-Sale."  Kleyla's  job  is  to  oversee  the 
selection  of  requested  cars  from  over  200  on  the  lot  for 
on-air  showing  to  prospects. 


is 


SPONSOR    29    n  i  -,    ll 


Bottlers  toast  teen  tv  brain  trust 

\s  pari   "I   recent    50th   anniversary    celebration   .it   the  Coca-Cola   bottling   plant   in 
Uexantlria,  Y.i..  the  I » it  tiers,  which  sponsor  "It's  Academic"  <>n  \\  H< :  I  \  .  Washington 

led  engraved  pla<|iie  to  Lee  High  s<  hool  team,  finalist  on  the  show     Hen 
mi   piimip.il  Glenn  Piper;  Coca-Cola  execs  William  s.il.s  and  William  Mays;  Rust) 
1'^-    mkI   Don   IVs   Jarlas,   t\w>  ol   three-membei   winning   team   in   the   competition 


MERCER:  Olian  fit   Bronner  and 
loberl  Haas  Advertising  have  com- 

mih'iI  and  will  be  known  as  Bronner 
^  Haas,  headquarters  in  the  ex- 
tended facilities  at  the  present 
IfitB  location  in  Chicago.  Com- 
bined billings  \\  ill  be  approximatelj 
16  million  annuall)  w  ith  a  stall  ol 

nore  than  50  people. 

LBOUND  COMMERCIALS:  The 

liinl  annual    International   Broad- 
■sting    Awards  trophy-winning  t\ 

iul  radio  commercials  are  now 
vailable  to  all  advertising  and 
li  Listing  groups  for  meetings 
ikI  workshops.  Seventeen  t\  and 
ighl  radio  commercials,  selected  as 
he  world's  best  for  1962,  are  in- 
haled in  the  reels.  Inquiries  should 
e  addressed  to  Lucille  Liets,  man- 
Iging  director.    Hollywood   Adver- 

Club,  (y\(rl  Hollywood   Blvd. 

|\  the  \\  ,i\ .  John  '1".  He\  nolds,  se 

i>>r  \  ice  president  ol  (   lis   1  \  .  \\  ill 

'id  the  fourth  annual  I  H  \  eotnpe- 

•mii    .    \\  NEW  .  New  York,  sports 

i  k\  le  Hole,  has  just  com- 
leted  a  one-minute  spot  commer- 
m1  hi  the  Institute  ol  Life  Insur- 
Me,i  o-sponsor  ol  the  NCAA  foot- 

imes  on  (   lis    |  \    in  the  fall. 

stimonial  spot  will  he  carried 

on     national     and     regional 

-  throughout  the  season.   |\\  T 

theagenc}  and  MPO's  Joe  Lerner 

irected  .   .   .  Charles   II.   stem   is 


making  the  rounds  ol  Nev  i*ork 
agencies  and  production  companies 

with  a  15-minute  audio  presenta- 
tion which  may  be  the  first  com- 
posite audio  presentation  of  com- 
mercial talent  ever  put  together  for 
buyers  in  the  advertising  business. 
Sterns  Hollywood  talent  agency 
specializes  entirely  in  radio  and  rv 
commercials. 

MOVING:    William    E.    Sprague 

elected  a  \  lee  president  "I  Kite  hum. 

Mac!  i  od  i\-  ( ;pi\  e. 

N\  ilbur  E.  Saylor,  for  the  past  nine 
years  director  ol  advertising  and 
sales  promotion  for  the  Kel\  inatoi 
division  ol  American  Motors,  to 
Geyer,  Morey,  Ballard,  agencj  foi 
the    Kelvinator    and    Rambler    a< 


(  ounis   ||.  11  |,.  kCel 

v  Inatoi 

I  ).o  <     N.i.   it. i  X.ui.ii   1   lirli.  h  ' 

I  )<  ij  le   I ) mi    Bci iih. ii  h  a .  t\    pro 

lllll    l|S 

Frank    \.  Yahncr,  Jr.  to  Doyle  DaiM 

Hi  i  nli. ii  h   as   .K  i  OUnl    SupCTA  I 
|ohn    1 1     Morris  il.i  led    vice    pn 

dint  id  Smith.  I Hngwall  \s 

foimci  I)       the      e\e(  nil'.  |  n.li 

dis  isimi  ol  John  On  V  tung  fit  taso- 
(  i.itcs    Mon  is  has  been  vice  pn 
dent  ol  Benton  i\   Bowles  for  the 

past  eight  \  ears 

Robert  I     Welsh  resigned  as  head 

ol    KeliMMi   fit    l'.(  khardt's   S.m    I  i 

cisco  olfii  e  to  |om  Botsford,  < 
slant  n  ie  tv  Gardner  as  vice  president 
in  overall  acoounl  management 
I..    Keith    Laming    moving    from 
Luck)  Lagei  Brewing  account  p«'st 
at  McCann-Erickson  in  s.m  Fran- 
cisco to  account  exec  on  the  I  hlK 
Bros  account  w  ith  \  \\     \  ■.  i  a 
Lew  Jones  setting  up  Ins  own  pub- 
lic  relations   and   media   consultant 
(it  in     in     SonOI  a      <    ahl'  'liua      W  ' 

he  w  ill  handle  public  relations  for 
several  re»  »rts. 

VI  .ureii  (  .  Hossell  tn  manager  "I 
radii > -t\  productii >n  al  Kett  hum. 
MacLeod  fit  Grove 

Jaek  \1.  blanch. ird  to  the  ne\  p-.st 
ot  product  director  lor  fohn  II 
Breck  Inc 

Lawrence  M.  Haines,  jr.,  to  media 
hu\  er    and    ivm.iii  h<  i     f(  11     (     U  gill, 

\\  Us. hi  fit  \(  iii    Hu  hmond 
Eugene  Patterson  elected  vice  pn 
ident  "t  I  )an<  ei  Fitzg*  raid  Sample 
( .(i  aid  I  arence  to  din 
licit)     and    promotion    l"t     I      I 
Heimel  Advertising,  Philadelphia 
\\  illiam  |.  Steinmetz  I     I 
Cowan,   Beverlj    I  till-  unl 

executive    t   i    \> 
on    The   Danny   K 


lLl 


Sells  to  Va  Million  Latin 
consumers  in  the  San  Diego  Tijuana 
metro  area,  with  100  %   Spanish 
programming  all  day,  every  day! 


Virtual  geographic  severance  has 

created  the  "free  port"  of  Tijuana 

where  large,  efficient  and  modern 

Supermarkets  feature  huge  stocks 

of    US     brandname    products! 

Suburban    San    Diego:    CHUIA    VISTA 

YSIDRO,    and   others   are    dommantly    Spanish-speaking! 

AFFILIATED  WITH    THE 


INVESTIGATE    this 
"sleeper  market:" 

N    NEW   YORK    CALL 

212    YU    6-9717 


NATIONAL    CITY      SAN 


S 


}H()\\S\W\ 


•ONSOR 

I 


:i)  .mm 


SPONSOR  WEEK  I  Advertisers  and  Agencies 


"Corny"  commercial  reaps  first  Bronze  Mike  Award 

Dan  Scully  (1),  brand  mjjr.  of  Loo  Burnett,  accepts  award  from  Boh  Bell  of  Bernard 
Howard's  Chicago  office,  rep  for  WGIV,  Charlotte.  The  station  plans  to  recognize 
exciting  creative  radio  commercial  campaigns  and  this  first  honor  goes  to  Burnett  for 
Kellogg   Com    Flakes    series    which    features    Homer   and    Jethro   "conn"    commercials 


CBS  TV. 

Benjamin   Colarossi   to   production 

supervisor  of  Ted  Bates. 

Richard  L.   Doyle   to   manager   of 

the  advertising  department  of  Home 

Insurance  Co. 


Robert  H.  Morton  to  account  execu- 
tive of  Shaller-Bubin. 
John  B.  Mace  to  manager  of  pro- 
duction at  J.  S.  Fullerton. 
William   M.   Nagler   to   the   client 
service  division  of  Leo  Burnett. 


Lone  Star  Flag  is  ready  for  raising  over  New  York 

Symbol  ol  Texas  is  about  to  be  raised  over  N.  Y.'s  Pepsi-Cola  Building  Plaza,  for 
promotion  ol  Pepsi's  co-sponsorship  oi  the  Houston  Colt  .45  baseball  broadcasts  this 
season,  Left  to  right  arc  team  pres.  Hon  Hofheinz,  held  mgr.  Harrj  Craft,  Pepsi  pres. 
Herbert  Barnet,  players  Ernie  Fazio,  Boh  Aspromonte,  Don  McMahon,  Dick  Farrell 


! 


Lawrence  H.  Chin  to  production 
manager  of  e  Wyman  Co.  of  San 
Francisco. 

Jim  Stockwell  to  account  executive 
with  Kent  &  Hollaender  of  Phoenix. 
Dan  Regan,  veteran  publicist,  to 
director  of  advertising  and  public 
relations  for  Ice  Capades. 
Philip  H.  Cohen,  management  sup 
ervisor  on  American  Tobacco  at 
SSC&B,  elected  a  senior  vice  presi- 
dent. 

Walter  Adler  to  media  director  ol 
Dancer  -  Fitzgerald  -  Sample,  San 
Francisco,  effective  1  September. 
He  moves  from  the  New  York  office 
to  replace  Sever  Toretti  who  is  re- 
turning to  N.  Y. 
Thomas  J.  Dempsey  to  the  new  post 
of  director  of  public  relations  <"oj, 
Reeves  Industries. 
Sherwin  Wasserman.  formerly  man 
ager  of  market  research  at  Colgate 
Palmolive,  to  Ogilvy,  Benson  6 
Mather  as  associate  director  of  re 
search. 

James  O.  Bridges  to  account  execu 
five  and  Michel  Will  to  art  directo 
at  Ketchum,  MacLeod  &  Grove. 
Ronald  J.  Levin  to  the  Los  Angele 
office  of  Fuller  &  Smith  &  Boss  a 
copywriter. 

Marshall  Riggan  to  Jack  T.  Holme 
&  Associates  as  copy  chief. 
David  T.  Little  to  advertising  man 
ager  of  Sicks'  Bainier  Brewing  Co 
Seattle. 

Charles  E.  Overholser,  Jr.  to  vie 
president  of  Young  &  Bubicam. 
Eugene  R.  Hatton  to  Earle  Ludgi 
as  account  executive. 
Robert  W.  Jennings,  former  man. 
ger  of  equipment  assembly  for  An1 
pex  Corp.  video  and  instrument 
tion     division,     to     manufacturin 
manager  of  the  division,   succeet 
ing  Robert  Weismann,  who  recen 
ly  became  manager  of  engineers) 
for  tin-  division. 

Albert  S.  White  to  vice  presidei 
and  copy  director  of  Weightman. 
Jerome  A.  Friedland  to  senior  pn 
ject  director  in  the  marketing  an 
research  department  ol  D. 
Brother. 

James  F.  Dunn  to  media  director 
LaRue  6c  Cleveland. 
E.  William  Donahoe,  Jr.,  to  exi  i 
tive    director    of    Sales    Promotii 
Executives  Assn. 


: 


.-><) 


SPONSOR   2l)   jin    1'* 


Herbert    (..    Drake,    since    LG56   a 

scnioi  vice  president  "I  Ted  Bates, 

Ni  w    York,    to   N     \\      V)  'i     s.in 

Francisco. 

Hcnn    B.  Safford,   )r.,  elevated  to 

\  i(  <■    president    ol    Mi  <  !ann-l  i  u  k 

sun.  San  Francisco. 

Edward    Walsh   to   account   execu 

tive  with  Footi     O  »n<    fit    Belding 

I  .us   Angeles 

Fred   |.  Biniiham  moving  from  a< 

count    «  \i»  ut  i\  c   w  itli    Bear    \d\i  i 

ti\ui'4.  1     \  .  to  account  supervisor 

Phil  I'".  Franklin,  vice  president,  to 

m.in.i'jrr    nl    the    new    Santa    \n.i 

branch  nl  Barnes-Chase,  San  Diego 

John    \.  (  harlesworth  nv  ill  be  as 

sist.inl   ni.ui.rj.ir 

Leonard    Kotowski,  creative   super 

visor  mi  oldsmobile,  and  Edmund 

F.  Bushton,  creative  supervisor  on 

\(    Spark  Phm,  to  vice  presidents 

.it  1)    P    Brother. 

Bohert  Betrocelli  to  vice  president 

iii  charge  of  print  art  at  D<  SfirS 

Michael    V.  Raymond,  For  the  past 

'lure  wars  senior  \  ice  president  of 

'ir.mt   \d\ertising,  to  general  part- 

I  Briml)erg  &  ( !o. 
N'at  (  .  Myers,  Jr.,  former  vice  pres- 
ident   of    TelePrompTer.    to    direc- 
or    ot    marketing-communications 
>roducts  .uhI  sen  ices  of   Industrial 

I  Voducts  di\  ision  of  Fairchild  ( 'ain- 
•ra  and  Instrument. 

lerhert  G.  Drake  to  N.  W    Aver. 
in   Francisco,  in  account   service 

ml  development. 

tolx'rt  P.  Freitag  to  eastern  region- 

II  sales  manager,  \orelco  Shaver 
)ivision,  \Orth  American  Philips. 
iichard  B.  Miller  to  copywriter  at 
enyon  &  Eckhardt. 

leorge  Price  to  national  advertis- 
u*  manauer  ot  the  Heiehhold 
hemicals  Alsynite  di\  ision. 
k'illiam  S.  Ilepner,  Jr.,  to  director 
I  public  relations  of  the  Electronic 
pdnstries  Kssn.,  assuming  the  du- 
et  nl  Robert  T.  DeVore,  who  re- 
•nth   resigned. 

r.iper    Daniels    to    executive    vice 
esident  of  McCann-Erickson,  in 
large  of  the  central  region, 
ouglas   (;.    Kennedy   from    Dona- 
•    »e's  former  Los    Vngeles 
to    an    assm  iate    post    with 
harles   Fstvan  at    Dimension  Stu- 
ncst   |.  "Buzz"  Hodges  resigned 
senior  \  ice  president  of  Guild, 
m  &  Bonfigli's  S.m  Francisco 
iter  10  \ e.us  to  become  mar- 
consultant    for    Wade    Ad- 


Fashion  world  bowled  over  by  AMF  introduced  toppler  trousseaus 

New    roads  are  being  paved  in  the  fashion   industry    and  the  designing   fratemit)    is 
finding  itself  faced  with  .i  strange  new  bedfellow  in  the  sportswear  lin<     ll      \ 
Machine  &    Foundrj    which   earUer  tins  month   introduced   al    i   New    >"tl    Couture 
Croup  Press  Week  fashion  show  the  first  Inn   ol  fashion  bowling  clothes  fur  the  entire 
family,   including   .i   dozen   new    creations   by    nine   international!)    known   <\<  -■ 
Hen-    II. mm     lldltcn    (1),    Copenhagen    designi  ll\    studies    In  r    . . >i 1 1 r ; 


vertising. 

Donald    C.    Rurnhani    to    president 
and    chief    executive    ol    Westing- 
house    Electric   Corp.,   succeeding 
Mark  W.  Cresap,  Jr..  who  resigned 
for    reasons    o|    health. 
Howard  Gingold  from  ad  managei 
ol   Hastings  and   Moore  to  accouQt 
executive  with  the  Fitch    Idvertis 
ing  agenc)  of  s.m  Francisco. 
T.   Lansdale   "Danny"   Hill   joined 
Frank  Darien  and  Earle  Russell  as 
a   third   associate   with     Vdvertising 
Media   of    San    foSC 

I..  L.  Garbei  to  president  and  F.  R, 
Rene,  W.  (  .  Ray,  and  I  B.  I  rank- 
lin  to  \  ice  presidents  of  the  Presto- 
lite  division  of  the  new  Eltra  (  ■  >rp 

N\  illiam  F.  Pur\es  to  \  u  e  president 

of    l'restolite    lnternation.il    (  !oip. 

Jack  Taylor  to  account  executive  al 


:iNSOR  29  JULY  1963 


(     Rob*  1 1  <  .in\ .1   \  s   Phila- 

delphia 

\rthur     \t.      \dler    elected    to    the 
board  ol  dire<  t"is  ..|  I [elene  (  nrtis 

Imlusti  ii  s 

Poll)    Rich,  senior  account 
tive  on  Carnation  Evaporated  Milk 
at  I'rw  m.  Wasej   Ruthrauff  fit  H 
to  tli<'  newly-formed   Forbath 
\ 1 1 tising  Vgency,  I  os  Vng<  ' 
Jack-Warren  Ostrode  from  radi 
director    of     Beckman-Koblitz    to 
manager  ol  programing  and  ;  i 
tion  .it  KIH  \    Los  Angeles 
M.ixine  (  .  (  ohen  •  ■  media 

.it    Hi  dim  Hid    fit     M   iO  Us 

Mike   Mango  '  i  public  i 

Ol  tm    .md    .n  .  i  runt 

Flesher     \d\  I     • 

Mam  ice  G    \  aughn,         \         son- 

\h  (   iinnell     \d\ 


SPONSOR-WEEK     Networks 


Hagerty  exits  ABC  News 
for  AB-PT  corporate  post 

James  C.  Hagerty  has  been 
moved  upstairs  by  American  Broad- 
casting-Paramount Theatres,  with 
his  duties  as  head  of  ABC  News 
being  taken  over  temporarily  by 
Stephen  C.  Biddleberger,  v.p.-gen. 
mgr.  of  ABC  News,  and  Bobert  J. 
Quinn,  its  exec  producer  and  gen- 
eral operations  manager.  They  will 
serve  until  someone  is  named  to  re- 
place Hagerty 
as  ABC's  v.p. 
in  charge  of 
news,  special 
events,  and 
public  rela- 
tions, a  post 
he  has  held 
since  joining 
the  network 
in  Januarv, 
1961. 
Hagerty 's  new  title  is  corporate 
relations  v.p.  for  AB-PT,  a  post  he 
was  elected  to  "in  order  to  take 
fullest  advantage  on  more  varied 
corporate  problems  of  his  many 
capabilities  and  world-wide  experi- 
ence," according  to  AB-PT  presi- 
dent Leonard  H.  Goldenson.  In  ad- 
dition to  his  new  responsibilities, 
Hagerty  will  be  available  to  counsel 
ABC  News  when  needed,  Golden- 
son  said. 

He  added  that  under  Hagerty 's 
leadership,  ABC's  news  and  public 
affairs  department  has  been  "tre- 
mendously strengthened,  and  we 
not  only  are  competitive  with  other 
networks  in  this  area,  but  the  na- 
tionwide audiences  which  regularly 
tune  in  ABC  News  radio  and  tv 
broadcasts  have  greatly  increased 
in  size." 

Commenting  on  the  move,  IIa<j;- 
erty  noted:  "It  is  quite  probable 
that  I  may  engage  in  on-the-air 
work  from  time  to  time  in  the  fu- 
ture, so  I  do  not  feel  as  it  I  will 
be  severing  entirely  my  news  in- 
terests or  activities. 

Hoss'  buggy  hits  big  time 

The  heftj  hem  of  NBC  TVs 
Bonanza.  I  loss  Cartright,  leaves  Ins 

horse    .it    the    tv    hitching    post    lor 


somewhat  racier  offscreen  pursuits. 
In  private  life  Dan  Blocker  is  the 
proud  part-owner  of  a  new  race  car 
which  he  describes  as  "the  fastest 
Grand  Prix  racer  in  the  world." 

Named  the  Vinegaroon,  the  car 
which  Blocker  owns  with  Philadel- 
phia ad  man  Hugh  Peters  is  just  off 
the  block  and  already  starting  to  re- 
coup the  $25,000  it  cost  to  build.  In 
a  sort  of  drug-store  discovery,  talent 
scouts  spied  the  racer  and  recruited 
it  for  a  starring  role  in  Elvis  Pres- 
ley's new  movie,  "Vive,  Las  Vegas," 
now  in  production  at  MGM.  And 
it's  being  pampered  as  few  leading 
ladies  are  these  days — the  studio 
has  ordered  a  stand-in  vehicle  and 
a  stunt  double. 

Although  "Hoss"  himself  holds  a 
race  driver's  license,  he'll  never  be 
able  to  drive  his  own  dream  car.  His 
300  pounds  just  won't  fit. 

PROGRAM  NOTES:  NBC  and 
MGM-TV  co-producing  a  new  half- 
hour  adventure  series  in  color 
called  Flipper  for  the  1964-65  sea- 
son. Series  relates  the  adventures 
of  a  boy  and  a  dolphin  and  is  based 
on  the  new  MGM  motion  picture 
by  the  same  name  .  .  .  Basil  Bath- 
hone  joins  NBC  Radio's  Monitor  as 
host  for  Monitor  Theatre  Time 
which  will  be  heard  at  various  times 
throughout  the  weekend  .  .  .  Jeffrey 
Hunter  will  star  in  the  title  role  of 
Temple  Houston,  a  full-hour  west- 
ern dramatic  series  set  against  a 
backdrop  of  legal  practice  in  the 
early  American  southwest.  The 
filmed  series  will  premiere  on  NBC 
TV  Thursday,  19  September.  7:30 
p.m.  Produced  in  Hollywood  by 
Warner  Bros.,  it  replaces  The 
Robert  Taylor  Show  in  the  NBC 
lineup. 

SALES:  American  Cyanamid  (Dan- 
cer-Fitzgerald-Sample) will  sponsor 
Alumni  Fun  on  CBS  TV  next  sea- 
son. Sundays,  5-5:30  p.m.  starting 
5  January  lor  13  weeks.  Show  is 
moving  over  from  ABC"  TV  .  .  .  for 
the  second  consecutive  year,  United 
Motor  Service  division  of  General 
Motors  will  sponsor  the  College 
Ul-Star  1'oothall  Came,  live  from 


Soldier  Field  in  Chicago,  over  ABC  I 
Radio  (2  August  at  10  p.m.)  .  .  .1 
Greece:  The  Golden  Age,  an  hour-' I 
long  color  special  on  NBC  TV  5  1 
November  (9  p.m. )  will  be  sponsored  I 
by  Reynolds   Metals.  Lou  HazamI 
is  writing  and  producing  the  pro-i| 
gram  .  .  .  The  Samsonite  Luggage  j 
division  of  Shwayder  Bros.,  Denver  I 
plans  the  greatest  multi-media  ad'l 
program  in  its  history  the  last  hall, I 
of  this  year.  Campaign,  via  Gre>  I 
Advertising,  will  include  from  latt'l 
October  through  16  December  par '  j 
ticipations  in  NBC  TV's  The  Prict  I 
Is  Right  with  three  or  more  minute:   I 
weekly  .  .  .  Channing,  a  new  ouril 
long  weekly  dramatic  series  whicl   | 
finds  its  stories  behind  the  ivy  covjl 
ered  walls  of  a  university,  debuts  oi  I 
18  September  (10-11  p.m.)  on  AB( 
TV,  sponsored  by  Brown  &  Wil 
liamson,  Dodge,  H.  J.  Heinz,  anrl 
Remington  Rand  .  .  .  Captain  Gal'  j 
lant,    a    filmed    desert    adventur'l 
series   starring   Buster   Crabbe  rei  I 
turns  to  NBC-TV  as  a  weekly  re 
peat   series    21    September   (5:30-  j 
p.m.).   Sponsors  are  General   Mill 
and  Beech-Nut  Life  Savers  .  .  .  Th    . 
43rd  Miss  America  Pageant  will  h 
broadcast     live    from     Conventio   I 
Hall  in  Atlantic  City  on  7  Septen 
ber   (10-12  midnight)   for  sevent 
consecutive  year  on  CBS-TV  Spoi 
sors  of  the  special,  which  will  pn 
empt  Gunsmoke,  are  Toni,  Peps 
Cola,,  and  the  Oldsmobile  divisio 
of  General  Motors  .  .  .  Two  fnl 
hour    NBC-TY    color    specials    . 
American  themes.  American  Sw 
taele  and  The  Red.  White  and  Bhi 
will  be  sponsored  during  tin    fir 
half  of  1964  by  The  Savings  n 
Loan  Foundation. 

PROGRAM  PERSON NE 
SHIFTS:  A  realignment  of  the  Ne 
York  program  department  at  CI' 
TV  provides  lor  the  following  pi 
motions:  More  Merson  named  l 
rector  of  live  programing,  To 
Loeb  named  to  the  new  post 
director  of  program  sales,  Holx 
Milferd  assumes  new  title  ol  din 
tor  of  program  services,  and  Boh" 
Peyson  moves  up  to  product* 
manager. 


52 


SPONSOR   29   TIT]  v    1' 


SPONSOR  WEEK 


Stations  and  Syndication 

Blair  tunes  up  volume  in  radio  study 


Ml. tii  Radio  president  \it  \\  < 
t(xl.i\    uii\ t-ili-tl  .in  unprecedented 
studx   designed  to  ^ i \ « •  advertisers 
.md  agencies  .1  \  1t.1l  in  depth  pic 
tm  1  -  dI  radio  listeners  .ill  across  the 
nation  The  study,  termed  "National 

Starve)    No.   I,"  u.is  commiss ed 

h\  the  rep  fii  m  and  the  55  stations 
it  handles  and  conducted  1>\  The 
Puis.  .  Others  will  follow. 

It  is  tin  first  stud)  inc.isiii ing  na 
ition.il  listcniii'4  t.i  all  t\  pes  <>f  radios, 

both  in  home  .tiul  out  of  home,  nti 
lizim;    personal    interviews    in    the 
home.    The   scientifically   designed 
sample  contains  2.125  interviews — 

almost  double  the  sample  nornialb 
epted  as  representative  ol  the 
1ation.1l  picture — making  the  sur- 
vey the  largest  ol  its  kind  ever 
conducted.  Results,  are  projected  to 
">1  7  million  radio  households. 
Data  on  various  characteristics  of 
audience,  such  as  .me.  income, 
i>ccupation.  lamib  si/e.  education. 
■tC,  are  reported.  gh  ing  llesh  and 
lood  realit)   to  bleak  numbers,  and 

ibling  advertisers  to  zero  in  on 

harpK   defined  specific  audienci  s 

:i  one  ol    them  hopeful!)    bea\  \ 


with  prospective  1  ustomen 

The  Blair  stud)    ...  tuall)    b 
as  a  twinkle  in  the  e\  .s  ..(  agem  5 
media   people,   inspired   b)    Ward 
Dorrell,  research  \  ,p.  .>f  John  Blaii 
fit  Co.   lb-  queried  numerous  Ice) 

agenC)    people  in  media  and  media 
research,    as    to    what    sort    ol    data 

the)   most  wanted  regarding  radio 
listeners    From  tins  beginning  the 

SUTVe)    took    shape.     The   inten  iew  s 

were  conducted  b)  Pulse  in  Novem- 
ber   \{Xr2  and.  alter  weeks  <>|    tabu 
lating      the     data      assembled,      the 

report  is  a  realit) . 
In    presenting    the    report    w n h 

McCoy,    John     HI. or.     president     ol 

the  rep  firm,  expressed  "great  con- 
fidence in  radio."  stressing  that  he 
feels  "radio  is  not  on  trial,  but  that 
the  proper  use  <>|  radio  |  b)  .u\\>  1 
tiseis  is  "  He  went  on  to  sa\  that 
Blair's    National    SuTVe)     No.    I.    b) 

giving  as  complete  a  picture  as  pos- 
sible of  today's  radio  audience,  will 
be  a  singular  aid  in  helping  .u\\<  1 
tisers  score  advertising  bullseyes  1>\ 

using     radio     cHectbeb      and     .Hi 

cientl) . 

The   report    includes   (lata   on    the 


RADIO 


TV 


*E\A/S 


MAC 


ONSOR   29    um     ! 


Blaii  <• ; 

th.    t..tal  jampl  oid  m 

M||, 

two  It  ah I 

Blaii   <•>   op  radio  with  othei   1... 
tional  m.dia    \s  1!,. 
surve)  <  h.ui  reveals  m  tic*  I 
households    wh.i    1  ,,i 

repped  stations  speni 

tune  list,  nr  lio  than  ' 

newspapers    and  500-  ,    ,,,.  ■ 

w  ith   radio  than  w  1  f 1 1  m  h, 

th.-  <as,-  ,,f    th,-  female   hi 
households,    the   <  hart    shows    the 
radio  listening  advanta 
an.!  respectivel)     \   multi- 

tude o|   <  hartS  and   tabs   foi    spe.  id. 
sales     situations,     although     not      Hi 

1  hided  in  th.    report  are  available 
to  advertisers  and  agem 

ing  to  \h  < 

In  .  onjuni  tMii  w  ith  National  Sui 

Ve)    NO     I     HI. ill   has  initiated  a  s, 

ice  believed  to  be  the  fust  ..(   its 
kind    established    b)    a    rep    firm. 

W  herein    agem  les   .  .in    us,     .,    sp,  ,  Ja] 

Blaii  form  to  submit  a  profile  "I  the 
audience  the)  desire  f(  'i  a  spe<  ific 
produi  t  ami  the  budget  allowan 
I'h.  n  Blaii  Radi  •  I.  rd- 

ing  to  department   head 
w  ill  utili/.    a  HI. 01  (  .roup  Plan  <■ 
form   to   present    a    plan    sp.  <  id.  alb 
tail. 'led    l"i    the   prmliK  t     als 

paring  the  plan  t.>  uetwork  data  1! 

desired   b)    the  .1 


ITC's  Jo  a  foremost  seller — 
dairy  pacts  for  30  markets 
ngbird   I  •  Mafh>rd  is 
turning  out  to  I 

disti ibutor  Ind  Tele' 

1      p     Marking    I  1 1 
gional  of  thi 

lild,     B  1        has 

pi<  k.  .1    up    si\    hour-long    mus 
sp. .  tab  starring  \l 
w  ill  sponsor  the  sh< 

lllalkets  w  est   .  i|    (he    Mississippi 

I  he  Foremost  bu)  follow  -  I  I  <    - 
previous 

1  1  Bur- 

1     IS   l\    Wit! 

1  i 

Is 
\  ■   ■  11 

w  ill  start   later  m  t; 
N  men! « 

■ 


SPONSOR  WEEK     Stations  and  Syndication 


Channel  12's  Joane  Humphrey  Wields  a  mean  pen 

Line  drawings  like  this  one  bave  won  praise  for  Joane  Humphrey  of  Channel  12's  copy 
department.  Called  "No-Navel-Nudes,"  they  are  whimsical  interpretations  of  Joane's 
own  delightful  view  of  life.  A  one-time  model,  Joane  was  also  sec'y  to  James  Clavcll, 
producer-director    of   "The    Sweet    and    the    Bitter,"    filmed    in    Vancouver    last    year 


including  Ella  Fitzgerald,  Rose- 
mary Clooney,  Mel  Tonne,  Peter 
Sellers,  Clair  Bloom,  Peter  Lawford, 
and  others.  ITC  is  making  available 
a  total  of  eight  one-hour  programs 
for  sponsorship  by  regional  adver- 
tisers. 

Chairmen  for  N.  Y.  ATAS 

The  N.  V.  chapter  of  ATAS  has 
named  members  to  head  five  stand- 
ing committees  as  Follows:  Activi- 
ties— Irwin  Sonny  Fox,  president  of 
Sonny  Fox  Enterprises,  and  Herb 
Si issan    of    Screen    Gems,    co-chair- 

men;    Membership  —  Gene   Accas, 


network  relations  v.p.  for  Leo  Bur- 
nett; Publicity — Public  Relations — 
Syd  Eiges,  NBC  public  information 
v.p.;  Local  Stations  —  Norman  E. 
Walt,  Jr.,  v.p. -gen.  mgr.  of  YVCBS- 
TV;  Legal  —  attorney  Edward  T. 
Burns. 

Other  committee  chairmen  named 
by  chapter  president  Royal  E. 
Blakeman  are:  Forum  Program  — 
Richard  Rector  of  VHF,  Inc.,  and 
Hence  Yalentc  of  Talent  Associates 
— Paramount  Ltd.;  National  Awards 
Nominations — producer  Albert  Mc- 
Cleery  and  NBC  scenic  designer 
[an  Scott;  Review  and  Planning — 
Mildred    freed    Alherg   of    Milherg 


Enterprises,  and  Roger  Englander, 
producer-director  of  the  N.  Y.  Phil- 
harmonic Young  People's  Concerts 
with  Leonard  Bernstein. 

SALES:  WJR,  Detroit,  key  station 
for  the  Detroit  Lions  Radio  Net- 
work, originating  broadcasts  for  36 
stations  throughout  upper  and  low- 
er Michigan,  sold  complete  cover- 
age of  the  games  to  Marathon  Oil 
Co.  and  Altes  Brewing  .  .  .  North- 
west Mutual  Insurance  will  co- 
sponsor  ten  Fresno  State  College 
football  games  on  KJEO-TV,  Fres- 
no, beginning  22  September  .  .  . 
Wings  of  Healing,  a  gospel  infor- 
mation organization,  has  renewed 
for  52  weeks  its  morning  and  eve- 
ning programs  on  Sundays  over 
Mutual  Broadcasting  System  for 
the  11th  consecutive  year.  Century 
Advertising  of  Los  Angeles  is  the 
agency  .  .  .  Daily  Construction 
News,  a  nightly  report  on  latest 
developments  in  the  construction 
industry,  presented  over  KABC. 
Los  Angeles,  under  sponsorship  of 
P.I.P.E.  (Plumbing  Industry  Prog- 
ress and  Education  Fund).  The  pro- 
gram is  broadcast  each  night  at 
10:10  p.m. 

FINANCIAL       REPORTS:      Tart 
Broadcasting  reports   that  for  the 
first  fiscal   quarter  ended  30  Junt 
1963,   net  revenue   was   $3,203,574 
vs.  $3,057,975  for  the  same  period 
of  1962.  Net  income  was  $565,74* 
vs.  $578,541  and  earnings  per  share 
were  36  cents  for  both  periods  . 
Womctco  Enterprises'  net   incomt 
after   taxes   for   the   first   24   week: 
of  the  year  was  $1,043,459  as  com 
pared    to    $916,197    for    the   sam< 
period  in  1962.  The  interim  repoi 
for   the   24   weeks  ended   15  Jum 
shows   gross   income  of  $9,950,741 
Gross    income    in    the    same    l1"1 
period    was    $8,915,101.    Per   slur. 
earnings  were  72  cents  as  compare! 
to  64  cents  for  the  same  period  i; 
1962  .   .   .   Storer  Broadcasting  r< 
ported  earnings  for  the  six  month 
ended  30  June  of  $1.28  per  shai 
compared   to   $1.48  for  the  sain 
1962  period.  Net  income  after  taw 
for  the  first  six  months  of  1963  wa 
$2,931,654    vs.    $3,618,366   for  th 
same  period  in  1962. 


54 


SPONSOR    29   JUL! 


WNEW  looks  back  30  years  at  Garden  gala 


Just  saying  'Thank  You'   to  its  listeners  last  week  cost 

New  York's  WNEW  over  $25,000,  as  the  Metromedia  sta 

tion  hired  out  Madison  Square  Garden  and  invited  many 

of  the  entertainment  industry's  top  personalities  to  take 

part  in  the  five  hour  extravaganza  launching  festivities 

leading  up  to  its  30th  anniversary   13 

February  Nearly  every  one  of  the  18,300 

seats  was  filled,  with  some  $52,000  in 

proceeds  from  the  sale  of  tickets  going 

to  the  Musicians  Aid  Society,  which  pro 

vides  financial  assistance  to  aged  and 

needy  musicians.  Those  taking  part  in  the 

gala  either  appeared  for  minimum  scale 

or  donated  their  services.  Since  WNEW 

went  on  the  air  three  decades  ago  with 

the  push  of  a  button  in  the  nation's  capi 

tal  by  President  Franklin  D.  Roosevelt. 

the  station  has  helped  launch— or  added 

luster   to— many  of   the   entertainment 

media's  brightest  talents,  a  number  of 

whom  were  on  hand  at  the  Garden  party. 

Two    circular,    slowly    revolving   stages 

were  used  in  the  center  of  the  arena  to 

handle  the  huge  lineup,  turning  it  into  a 

sort  of   "theatre  in  the  round."  A  touch 

of  nostalgia  was  introduced  for  longtime 

listeners  who  remembered  the  days  of  the 

big  bands  in  the  late  30's  and  early  40's 

when  a  skinny  kid  named  Frankie  had 

bobby-soxers  and  matrons  swooning  to 

his  voice.  That  Frankie  is  bigger  today 

than  ever,  but  as  an  actor  and  swinger 

more  than  a  singer.  However,  a  budding 

replacement   named   Frank   Sinatra.  Jr.. 

made  his  New  York  debut,  starting  out 

as  his  father  had  done— with  the  Tommy 

Dorsey  Orchestra.  Frankie  Jr.  sang  the 

songs  that  first  made  his  father  famous. 

using  the  same  style  and  arrangements 

and  even  accompanying  the  Pied  Pipers 

in  a  tune  or  two.  There  was  a  tongue-in 

cheek  squeal  here  and  there  in  the  Gar 

den.  and  that  was  enough  to  bring  forth 

an  eerie  feeling  in  those  that  remem- 

bered  the  Senior  Sinatra's  early  days 

Others    appearing    during    the    evening 

included  Helen  Forrest,  the  Si  Zentner 

Orch  .  Ray  Charles  Singers,  Peppermint 

Lounee  Twisters.  Sy  Oliver  Orch.,  Jack 

Jones.  Teri  Thornton.  Dukes  of  Dixieland. 

Jerry  Vale,  George  Maharis  (singing).  J's 

with   Jamie.    Martin    Block.   The   Seven 

Epics.  Steve  Lawrence  &  Eydie  Gorme, 

Dave   Brubeck  Quartet.   Buddy  Hackett. 

Jack  E.  Leonard.  Delia  Reese.  Peter  Nero. 


Vic  Damone,  the  N.  Y.  Football  Giants  team  During  the 
gala,  WNEW  v  p  gen.  mgr  John  V  B.  Sullivan  and  program 
director  Varner  Paulsen  received  a  Mayor's  Citation  for 
Distinguished  Service  for  the  station  in  behalf  of  New 
York  City. 


I  vi  (..ilxir  tapes  ha  Ll:35-midnight  show 


ild  w  \i 


•NSOR  29   ruiA   1963 


-,l 
56 


Newsmakers  in 
tv/radio  advertising 


Norman  Gladney 

Elgin  National  Watch  has  named  Gladney  as- 
sistant to  the  chairman  of  the  board  and 
president  Henry  M.  Margolis.  In  joining  Elgin, 
Gladney  resigns  as  president  of  Taplinger- 
Gladney,  a  New  York  advertising  agency.  He 
is  a  former  v.p.  and  director  of  marketing  for 
Golden  Shield,  then  a  subsidiary  of  Sylvania 
Electric,  and  was  the  director  of  tv,  radio 
and  sales  promotion  for  Bulova  Watch. 


Edward  Argow 

Argow  has  been  appointed  a  vice  president 
of  McGavern-Guild.  He  joined  the  raido  repre- 
sentative firm's  New  York  office  in  1959  and 
was  appointed  manager  of  their  Chicago 
office  in  1960.  He  returned  to  New  York  as 
sales  manager  in  1962  and  will  continue  to 
work  in  that  capacity.  Prior  to  joining  McGav- 
ren-Guild,  Argow  was  associated  with  the 
Forjoe  Company  and  Dancer-Fitzgerald-Sample. 


Dr.  Alfred  Watson 

Radio  Advertising  Bureau  has  named  Watson 
director  of  advanced  research  to  direct  the 
bureau's  $200,000  study  of  methods  for  meas- 
uring total  radio  audience  conducted  by  Audits 
&  Surveys.  Watson  was  executive  v.p.  and 
senior  project  director  of  Alfred  Politz  from 
1958  to  1961,  then  left  to  become  marketing 
v.p.  for  United  States  Rubber.  He  recently 
joined  the  faculty  of  Columbia  University. 


Sidney  Grayson 


Grayson  has  joined  MetroMedia  as  v.p.  and 
general  manager  of  KOVR-TV  Sacramento.  He 
was  owner  and  general  manager  of  KSYD 
Radio  (formerly  KFDX)  and  KSYD-TV  (formerly 
KWFT-TV),  both  in  Wichita  Falls.  He  was  also 
general  manager  of  KMID,  Midland,  Texas.  In 
1961  he  purchased  the  West  Texas  Network, 
is  now  selling  stock  in  the  4-station  web 
comprising  KDUB-TV,  KDUB-AM,  Lubbock, 
KEDY-TV  Big  Springs,  KPAR-TV  Abilene. 


Richard  Gray 

Geyer,  Morey,  Ballard  has  appointed  Gray 
account  executive  on  the  Danny  Kaye  show,  to 
be  co-sponsored  by  American  Motors  on  CBS- 
TV  in  the  fall.  Gray,  who  will  operate  from  the 
agency's  Los  Angeles  office,  returns  to  GMB 
from  Van  Praag  Productions,  where  he  was  a 
v.p.  He  was  previously  a  radio-tv  producer  for 
GMB,  leaving  in  1961  to  become  manager  of 
WFAA  Productions,  WFAA-TV  Dallas. 


SYNDICATION 

SALES:  Eight  stations  have  already 
ordered  the  additional  26  episodes 
of  The  Life  and  Legend  of  Wyatt 
Earp  just  released  into  domestic 
syndication  by  ABC  Films.  To  date, 
over  125  markets  have  been  pacted 
for  the  off-network  western  series 
.  .  .  WABC-TV,  New  York,  acquire! 
70  post- 1950  films  from  Seven  Arts. 
Fifty  of  the  titles  are  from  volume 
7.  now  sold  in  12  markets  .  .  .  TV 
Marketeers  has  sold  its  first  pack- 
age of  movies — 11  Alexander  Kor- 
da-produced  features — in  18  cities 
in  the  first  two  months  of  distribu- 
tion. The  company  has  made  dis- 
tribution arrangements  for  the  west 
coast  with  John  Ettlinger  of  Medal- 
lion TV  Enterprises,  the  mid-WeJ 
with  Ben  Barry  of  Ben  Barry  Films, 
and  for  Canada  with  Paul  Talbot 
of  Fremantle  International  .  .  .  Four 
Star  Distribution  Corp.  in  a  fast 
selling  July,  has  racked  up  17  new 
sales  on  its  off-network  series.  Dick 
Powell  Theatre  leads  with  10  new 
sales  .  .  .  The  Mighty  Hercules. 
new  130  segment  cartoon  scries  in 
syndication  by  Trans-Lux  Televi- 
sion Corp..  purchased  by  five  more 
U.S.  tv  stations  and  one  Canadian 
outlet. 

MOVING:  B.  F.  Adcock  to  Dallas 
resident  vice  president  of  The  Alex- 
ander Film  Co. 

REPRESENTATIVES 

APPOINTMENTS:     WPBS.     Phil- 
adelphia,  to   Boger  Coleman,  Inc. 
as     national     representative,     and 
Robert  S.  Dome,  Philadelphia,  as 
regional  rep.  Station's  new  fin  oper- 
ation will  broadcast  some  of  QXF 
Network's  stereo   programs   begin 
ning    this    October    .    .    .    \V\1TY\ 
(FM),    Mt.    Washington,    N.H.,  td] 
Good    Music    Broadcasters    .    . 
VVMAS,    Springfield,    and    W  I  \! 
Hartford,  to  The  Boiling  Compair 
.  .  .  WCRB.  Boston,  to  George  I 
Hollingbery  .  .  .  The  Maine  Broad 
casting  System  to  Bobert  E.  Fast 
man.  Stations  are  WCSH,  Portland 
W1.IV/.    Bangor,   and   WRDO,  Au 
gnsta.  Maine  Broadcasting  Systei 
was    formerly   represented  natioi 
ally   by   Broadcasting  Time  Sale 
Nona    Kirbv   Co.    will    continue  t 


SPONSOR   29    HM    IW 


Cartoon  folders  serve  as  introduction  to  KVIL  (AM  &  FM) 

Warm  and  friend!)  cartoon  cards  are  given  to  anyone  in  Dallas  "\">  l>u>s  .i  new 

.i  01  home  Designed  as  an  image  makei  as  well  as  an  audience  builder,  the 
promotional  effort  will  continue  roi  .1  yeai  and  .1  half.  K \  II  (.■!-.  tin  civi<  approach 
is  .1  natural  since  the  ^t.iti. >n  exerts   1  strong  editorial  voice  <>n  the  various  civit   issues 


regional!)   rep  the  st.it ii min  in  Bos- 
ton 

MOVINC:   Jim   Stevenson   to   ac- 
count executive  in  the  Chicago  of- 


fice oi  (BS  TV  St.,!,,, us  National 
Sales. 

Jerr)  Lawrence  to  t\  s.iKs  execu- 
tive in  the  Los  Ingeles  office  <<f 
Hk( )  ( General  National  Sales 


JPA  brass  inspect  site  for  November  convention 

San   Fr.uuiM.-o   recent!)    to  inspect   the    lack    I  ,1    Hotel     - '•      A   the   Br< 
tamotion   Vssociation  convention  to  be  held  18-20  November,  were    left  to  right    Ml' V 

nt    Dan    Belli!-.    tTraiiscontinenl    T\       convention    cha  ntine 

KTYT         1st    \   p     (lark    (.rant       U  (  ><  >D-  I  \  J  U  IIC 


GREEN  SPLIT  POO  SEEP 

ami  hen   (  ■ 

ami  pi",  I  urn,  d      Under  tin 

ti, ,n   rif  Orl 

tins  u.h  ob>  iousl)  n 

time  ii  1  ame  forth 
niiiii     ( in  tli<  third 
Vrturo  lost  .t  1 1 1 1 1 1 
Similar!)     during    a     livt      s\m 
phonit   1  tin   preludi   I     I  ' 

l>USS\     S  \lt<    I  III 

playt  d  on   1  Nev    "i 

iimI,  pendi  n!     rhi    announ<  1 

the  infoi  mation  thai  s<  1  and  » 1  had 

played  the    'sloal  flulu      Reali; 

Ins   Hull    I,,    quit  klj    said      I    I 

your  paid, in    I  mean  'slute  flolo.' 

1 1,    him  1  did  gel  t(  ■  tell  the  audi- 

.  m  1   that  tin    w  ork  opened  «  ith  a 

"flute  solo." 

\  iiuiulii  1  "I  ad 
well  as  broadt  asters  an  still  t  hut  ^ 
ling    ovei    the    W I  A\     am 
who,  in  .1  majestic  vou  e  urged  lis 
*,  11,  is  t, ,  l)u\     Vicei   ys  —  it  you 

want   .1  gOI  '<  I  (li 

On   the  other   hand,   the   client 
ma)  have  thought  this  v 
the  cigarette-<  an<  a  51  art  to  an  un- 
deserved  length. 

I ),  epl)  av  are  "I  the  ps)  chologi- 
1  al  degree  to  w  lii<  Ii  tin-  slip  in  tin 
mike     < an     affet  t     .1     performei 
VVOWO    id.    (..   up  w    si  irion  in 
l    1 1  VVaj  ne  <  stablished  .1    F<  ot-in 

Mouth"     award     fol     tl 1  tin    an 

personalitj   w  1 1. •    in  tin    estimation 

<>t  tin    judges,  has  made  t; 
Hamboyanl  Hull  <il  t; 

Tins    is    reported!)    .1    traveling 
,i« .nil  and    according  I     Hilda  ( 
\\  1  x  In  in, mi  .  publi 

1  ,,l  the  Nt.iti"ii.  hangs  in  tin 
lu  c  ,>t  the  « inner  until  a  ndi- 

date  is  selet  t,  <l     1  the 

aw  ard    Ntcnis    from    Hal    • 
\\  ( )\\  ( )  11,  w  s  iliia  1  ti  'i    I  he  plaque 
itseli  is  .1  man's  shoe  right!)  in  tin 
gi  ip  ,it  a  pair  "I  dentun 
shoe  .mil  teeth  bronzed  and  poli 
ed  and  in,  mnted  on  .1  1 
walnut  shield. 

This  \\  (  )\\  (  )    w  urn. 

Bob    t  Ii.im      spoi  • 

Was        I 
COUI 

hesitatii  N 

lira 

1 


NNSOR   29    11  n     I'M 


pause.  Recovering  quickly,  Chase, 
added  belatedly.  ".  .  .  and  when 
you're  at  that  refrigerator,  remem- 
ber— it's  Pepsi,  please." 

The  Pepsi-Coke  mixup  is  far  from 
new.  Oldtimers  recall  that  one  of 
Faye  Emerson's  guests,  a  reserved 
English  dramatic  actor,  appeared 
on  her  onetime  Pepsi  show  and  im- 
mediately put  his  foot  in  his  mouth 
when  he  referred  to  the  sponsor's 
arch  rival,  Coca-Cola.  But  Miss 
Emerson,  no  stranger  to  such  crises, 
quickly  ad-libbed:  "An  Englishman 
couldn't  be  expected  to  know  as 
much  as  we  do  about  Pepsi-Cola." 

One  of  the  biggest  public  service 
functions  performed  by  Fort 
Wayne's  WOWO  is  station  person- 
ality Bob  Siever's  "fluff  talks"  de- 
livered throughout  the  city.  Some 
not  printable  are  used  with  male 
audiences  only,  but  many  are  just 
downright  funny.  According  to 
Siever,  he  has  given  over  500  of 
these  talks  and  made  quite  a  nest 
egg  for  himself.  Sometimes,  he  is 
booked  as  far  as  a  year  ahead. 

The  fluff  that  Siever  tells  which 
never  fails  to  bring  down  the  house 
concerns  a  commercial  for  the  Syl- 
con  Mattress.  A  typewritten  error 
in  the  manuscript  copy  completely 
missed  Siever  and  he  read:  "Ladies, 
when  you  are  making  your  beds 
this  morning,  be  sine  you  check  and 
see  if  there  are  any  'soggy'  (saggy) 
spots."  t^ 

COMMERCIAL  CRITIQUE 

(Continued  from  page  40) 

cials.  These  demonstrate  excep- 
tional creativity,  from  concept 
through  production,  and  it  is  felt 
that  getting  the  writers  and  art  di- 
rectors exposed  to  this  sort  of  thing 
will  give  them  a  kind  of  creative 
transfusion.  If  the  exposure  worked 
like  a  pep  pill  it  would  be  all  right. 
Unhappily,  it  often  does  just  the 
reverse.  People  become  so  attached 
to  the  attractive  ideas  they  see  in 
these  reels  that  they  must  have  one 
for  themselves  and  so  they  take  one. 
This  is  where  our  streamlined  rapid 
assembly  line  often  starts.  The 
framework  of  the  commercial  is  a 
pre-assembly,  brought  into  the 
agency  in  this  way.  The  writer  sim- 
ply hangs  his  ideas  on  it  in  a  slightly 
different  arrangement.  He  then 
passes  it  along  to  the  art  director 
who  gives  the  body  a  pretty  paint 


job  and  moves  it  off  to  television 
production — the  wheel  department. 
Here  red  wheels  are  matched  to  a 
red  body — design  commercial  to  a 
design  oriented  studio,  a  small  op- 
eration but  important.  In  the  studio 
it  is  run  up,  so  to  speak,  and  driven 
off  the  line.  Then,  after  a  trip 
around  the  test  track  and  some 
minor  adjustments,  it's  done — one 
more  mass  produced  assembly  line 
commercial.  Put  it  on  the  road  and 
it  looks  like  any  other. 

This  is  no  way  to  make  a  com- 
munications product.  Most  of  us 
know  this.  It  may  be  expedient,  or  it 
may  not  be  possible  to  deliver  ad- 
vertising volume  in  any  other  way 
but  it  is  difficult  to  defend  if  we're 
talking  about  creating  advertising 
that  communicates  effectively.  The 
pressure  is  now  on  the  "organiza- 
tion" to  be  more  creative.  The  crea- 
tive man,  as  always,  is  expected  to 
have  the  answers  and  he'll  be  com- 
ing up  with  one  in  this  present 
emergency.  We  can  only  hope  that 
before  going  off  in  a  new  direction 
someone  will  take  the  time  to  look 
at  the  destination  signs. 

Urges  search  for  ideal 

In  looking  for  a  good  solution  to 
this  problem  it  would  be  better  to 
set  our  sights  on  an  ideal  and  hope 
to  meet  practicality  at  its  highest 
level.  We  must  give  creative  peo- 
ple, who  understand  the  art  of  com- 
municating in  the  television  me- 
dium, every  freedom  to  do  as  they 
think  best  in  addressing  the  viewer. 
With  no  artificial  restrictions  im- 
posed, the  creative  man  will  begin 
to  perform  like  an  artist. 

First,  he  will  take  a  lot  more  time 
getting  selling  information  for  him- 
self. He  will  enlarge  upon  his 
knowledge  of  the  research  being 
done  in  the  communications  field. 
Dreary  as  some  of  these  studies  are, 
there  are  a  few,  at  least,,  that  the 
creative  man  will  find  pertinent  in 
the  present  situation.  With  new 
communications  ideas  in  mind,  the 
creative  man  will  get  himself  out  ol 
his  writing  cubicle  and  take  a  look 
.it  the  product  wherever  he  can  gel 
to  know  it  best.  And  then  he  will 
get  to  know  the  consumer.  And 
alter  finding  out  what  the  product 
really  has  to  offer  and  what  the  con- 
sumer may  like  about  it,  he  will 
have  the  right  ingredients  to  put 
into  the  selling  idea.  Without  these. 


preliminaries  it  is  unlikely  that  an 
effective  selling  message  can  be 
prepared.  For  we  might  as  well  tr\ 
to  light  a  wet  match  as  to  make 
anything  out  of  a  commercial  whose 
selling  premise*  is  not  right. 

Current  practices  notwithstand- 
ing, television  is  not  illustrated  ra- 
dio. This  being  the  case,  we  must 
be  concerned  with  the  oral-visual 
unit)  and  performance  values.  If 
the  commercial  docs  not  play,  thea- 
trically speaking,  it  will  not  com- 
municate well. 

Mistakes  can  be  helpful 

Every  fine  creative  accomplish- 
ment has  had  some  amount  of  trial 
and  error  in  it.  The  artist  sketches 
and  paints  over,  the  performer  re- 
hearses, the  writer  rewrites.  The 
creative  man  must  have  an  oppor- 
tunity to  try  out  his  ideas  and  make 
revisions  in  them  until  he  is  satis- 
fied that  he  has  the  expression  he  is 
trying  to  achieve.  If  we  don't  do 
anything  else  to  improve  the  crea- 
tive system,  we  ought  to  provide 
the  television  creative  man  with  the 
opportunity  to  make  a  prototype  of 
his  commercial.  Give  him  a  chance 
to  make  mistakes,  to  try  out  his 
ideas  in  their  performance  stag 
and  to  work  with  these  perform- 
ances until  their  theatrical  valuta 
are  honed  to  a  fine  sharpness.  Give 
the  creative  man  time  and  let  him 
work  out  his  ideas  without  inter- 
ference and  he  will  create  very  ef- 
fective advertising. 

So,  there  you  have  the  idealistic 
plan  and  if  we  could  follow  it  we 
wouldn't  have  a  television  adver- 
tising problem,  I'm  sure.  How  near 
we  can  come  to  the1  ideal  depends 
upon  how  we  want  to  measure  effi- 
ciency. If  we  measure  it  in  terms  ol 
communicating  dependability  we 
will  come  very  close.  If  we  m< 
ure  it  by  the  yardstick  of  opera 
tional  efficiency  I'm  afraid  the  ideal 
will  be-  scrapped;  for  creativity  can- 
not tolerate  automation. 

The  signs  read  "Creative  Effec 
tiveness"  in  one-  direction  and  "Op- 
erational Efficiency"  in  the  other. 
One  road  runs  up  to  higher  creative 
places;  the  other  toward  a  sea  ot 
sameness.  One  road  vi\es  on  crea- 
tive operating  costs  immediately; 
the  other  makes  the  service  more 
\  aluable.  When  we  make  the  choice 
we  must  realize,  too,  that  the  adver- 
tiser has  a  lot  at  stake.  ^ 


58 


SPONSOR  29   1 1  m    L963 


til. 

Ti 


BUSINESS  OUTLOOK 

(  ontinued  from  pa  .    ;i 
I  tor  <>i  the  statistical  department  d 
StiMn.  i   lions,  L\  ( lompan) 

I      The  current  tightei   mono)    pic 
turc  w  ill  not  be  pro>  [ding  .is  much 
stimulus  tu  the  econom)  .is  has  been 
»  case   in   tin    p.ist   yeai    ,,1    so 
rachtman   declares    adding    thai 
In  n  are  ..  number  "I  compensating 
actors  such  as      I      the  generally 
rising  trend  ol  industr)  capita]  ex 
IHMiclitni.s.      J     the   prospe<  ts   oJ 
some  term  of   t.i\   reduction; 
the    l).ukl«.u    ol    unfilled    durable 
Hoods  ord.is  in  \i.,\   i,-(  orded  an 
l"i    die   fifth   consecutive 
month   ami    i  I      .moth,  i    good    in 
•is.-  m  government  spending  on 
'he  federal.  st.it, •  .in,l   local   level 

mvnis  in  store 
"  Ml  these  i.h  tois.  combined  with 
Dumber  ol  others,  point  to  .i  pro 

>able  I'ontiiin.tti t   the  current 

high  level  o|   hnsiness  activit)    .it  .i 
'late.m    through    at    least    the    Hist 

rter  m    1964,"  Trachtman   h 
evi  v 

Dillon  optimistic 
\t  BBD&O,  Tom  Dillon,  general 
Manager  of  the  agency,  told  sponsor 
!  hat  the  economic    trend  is  ste.ulih 

|p  "and  will  nndoubtedl)  continue 
be,  right  across  the  board,  lor 
u-  remainder  of  the  year." 

"In  a  situation  like  this,  the  area 
iat  profits  most  immediate!)  seems 
'he  packaged  goods— since  people 

re    disposed    to     eat    better'    first." 

''I'""  v!\s     \,,  interesting  general 
•arketiim    indicator   todaj    is    the 

et  that  lots  of  (\   stations  are  lit.  i 
lv  sold   out   ri-^ht    now— and   pi 
ihl\    will    he    tor    the    rest    of    the 
Hlis    is    also    true    of    a    good 
"t  t\  network  time 
In  die  Jul)    issue  of  the  First    \ 
Cit)     Hanks    Month!)     I 
latter,     eeonosists     ask     the 
"ii  whether,  after  the  Vacation 
industrial   activit)    can    im- 
Opon  the  first  halt  \  ear's  per- 
1,»  "'      "It     is    dear    that    son,, 

li  which  had  been  helping 

Will  weaken."  the  publication 

"In  two  important  lines,  steel 
automobiles,  production  is  re 

from  nests  that  ale  nnlikcK 

■plicated  in  the  second  half 

'"natch,   increased   business 

''.sped  lor  other  areas."  the 

publication  continues.  "Busi- 

llavs      >n     new      plant     and 

Piipnient— which   have  been   lag- 

SiSOR  29    it  i  v   1963 


ne  m  h,  duled  to  ,,se  dui 

the     second   hall    and    M  ill    DO  doubt 

expand  more  affirmative])  If  coi 

lit,-  t.i\  le.iu,  u  ted 

Editors  at  I  he  \  .,l,„  Line  In 
ment  Survej  put  it  tins  w  , 

gUeSS    is    that    the    ,  iiii,  i . f    i,  .,,  don 

will  not  mark  the  \- 1\  -  nd  oi  th. 

hull  market   hut  Will  he  followed  h\ 

another  upthrusl   to  test  and  pos 

sibl)  <\(  eed  old  highs  ol  \'*>2      ^ 

ATLANTA  BLOND 

mtinued  from  pa  ..    ;i 
years  oi  broad*  asting  experience  at 
WTAB    in    Norfolk     \ .,      w  <  Si 
(  harleston    S    I      and   u  I  \  I    in 
I  ampa,  Fla.,  hei   hometown 

Sand)   underwent  an  mdoctrina 
lion  to  become  familiar  w  ith  <    I 

appliances    and    the    Georgia    t<  1 1 1 

tor\    she  stayed  in  planning  hud- 
dles  for   long   hours   with   Chuck 

Shields      and      Fran      llainill.      the 

agency's  vice  president   and  cop) 
director. 

In  a  lew  weeks,    \iistm  was  read) 

to  spring  his  new  radio  proposal  to 

the    150    <  leorgia    retailers,    and    he 

chose    a     mid-winter    advertising 

clink   to   make   his   ino\ 

\s   dealers   seated    themselves   for 

the  meeting,  a  sample  G-E  spot  an- 
nouncement   flowed    dramaticall) 

into  the  room: 

MAN:  Bought  iiu  a  stereo        that 

on-thi  -waUjob       fust  paid  $11 
WW    So  foolm'? 
SOUND   BOINGGGGG 
W  SCR      PROGRESS   TO  /  1ST 
SPJ  /  /)     \<>  /■()()/. i\  vo 

FOOLIAT         HO  FOOLM 
S  \\/»        I  iUGHS  l\      This   is 
s     vnd  fox   G-E,  and  no 
foolm',   folks,    HARRIS     \/'/7  / 
W(  I  (  /  \  //  fl  is  bursting  with 
buy-em-nou   bargains!  Considei 
this  on*  '  G-E  console 
with  the  magnificent  sound  \ 
always  wanted  .  .    with  all-wood 
cabinetry  .  .  .  styled  to  ht  fabu* 
loiish/  anywhere  you  ■  ; 
on  the  null  .     .  on  a  h,  nch 
I  Wi    \li)     PRICE    I  KG    SPJ 
CIAL  ...just  $1681  SOFOOl  l\ 
It's    HARRIS     iPPl  IANCI   S 
gr<  '.  '  Big  prit  i  n  du 

en    ( ,  I 

utisli,  rs,  dryei  and  If 

this'  G-l   table  radio  \M 

.  .  und  IM  list,  nin 
All-aluminum  ice  trays 

\  many  be 

you'U  h,  drooUn         SO  FOOL- 


IS 

\\(  I      in     (  ordi  I,       I! 
II  iRRIS   \rri  I  \\<  i 
IA  V<  R      Pfli  ;  TO  I  iSI 

SPEED     Vi  :/\ 

FOOLM         SO  FOOLIS 
BETTl  RCl  l  I  III  l,l  l  KS1 
i  1ST       /  IS1 

\iisln, 

plenie     th<   tl 

"t  U     I )    \l.  •  md<  i      plan  I 

\l<le    eat  I)     of     them    With     si. 

tomized  ra 

ever)   < .  I    sales  program    I  h 
demonstrated  ..   telepl 
system  which  be  said  would  be  in- 
stalled at  \\    I)    Uexandei  i  studio 
so   Sand)    could   r< 
tional  commen  ials  w  ith  an)   lot  al 
ili  i  m  ( .. 

"In    this    wa\  ."    \iistm    explai 

"we  II  be  able  to  i  ustomize  .i  radio 
commen  ial  for  you  l»  tween  si 
wide  programs         whenever  you 

I  K  Sfou  cm  place  a  i  al 
Sand)  on,-  morning  and  get  a  : 
duoed   tape   back   read  rui 

local    station    within    2\    hoi 

\iistin   promised 

The    dealers     Wi   I  helmed 

The)       knew      that      when       tustiP 

promised,  he  delivi  red 

The    budgl  t    pen,  Qtage    spent    for 

radio  has  jumped  from  eight 
during   Austin's  M  t  W.  D 

Vlexandei    Chuck  shields  handles 

placing   of    radio    tmie    for     \t j.t- 

area  stores    \  lai ge  portion 
WSB    Atlanta,  wind,  covers  llfi 

the  states  159  ,  ountM  -   ( .  I    n  tail 
■  i-  outside  the   Atlanta  ana  p] 

their     own     radio     schedules     with 

^     n    Alexander  part»  ipal 

1   with   i 
Milts    t|„  m   the    I 

radio  S]  :n. 

(   hiiek  Shields 

of  tl  |an: 

The         it  mized 

ness      4     i .  |      radio      id' 
throughout  the 

int.   the   plan   li- 
do a  better  selling  joh  shot* 
ten  immediate  results." 

W  hat   has   siuh   indusl 

1 

the  Atlanta  distribul 

•  •    (      Mel 

\\    I )    Uexander  ( !omp 

the    firm    now    ' 

I 


TV  "SELL"  FOR  MOVIES 

'  ontinued  from  page  37) 
Hon    on    tv    for    about    two    to    10 
days.    Minutes,    l()'s    and    20's    are 
used — usuallv     the    minutes    repre- 
sent a  small  proportion. 

During  one  week  this  spring, 
chosen  at  random.  Broadcast  Ad- 
vertising Reports  counted  1.000 
movie  spots  in  16  markets. 

Currently  there  are  a  handful  of 
agencies  which  handle  most  of  the 
movie  advertising.  They  are: 

Monroe  Greenthal — United  Ar- 
tists. Associated  Independent  The- 
atres, Columbia,  RKO  Theatres. 

Donahue  d~  Coe  —  MGM,  Loew's 
Trans-Lux,  Radio  City  Music  Hall, 
Criterion. 

Blaine-Thompson  —  Warner 
Bros. 

Others:  L«WV — Paramount.  C.  /. 
LaRoche — Buena  Vista  (Walt  Dis- 
ney ).  Schlaifer — 20th  Century  Fox, 
Universal,  and  a  half-dozen  the- 
atres. 

Promoting  movies  via  tv  is  not 
new. 

Television  was  used  11  years 
ago  by  20th  Century  Fox  for  The 
Robe"  (the  sum  allocated  to  tv 
for  this  pix  was  the  largest  ever 
at  that  time).  This  was  perhaps 
tv's  first  success  story  in  the  movie 
field.  The  next  year  RKO  used  tv 
heavily  to  reintroduce  "King 
Kong"  and  to  promote  "Mighty  foe 
Young. " 

The  14-week  newspaper  strike- 
in  New  York  convinced  many  a 
die-hard  newspaper  movie  advo- 
cate that  tv  could  handle  movie 
advertising — and  handle  it  effec 
tively. 

"The  strike  proved  tv  could  be 
used  as  a  primary  medium  in- 
stead of  just  a  supplement  to 
print,"  according  to  Jim  Barry, 
sales  manager  at  WNBC-TV, 
which  handles  much  of  New 
York's  movie  advertising  on  tv. 
"Producers  and  distributors  rea- 
lized you  could  even  open  a  pic- 
ture without  tv  and  still  gel  good 
results." 

Russell  Downing,  president  of 
Radio  Citv  Music  1 1, ill,  says  busi- 
ness was  \erv  good  during  the 
strike,  and  believes  "Days  ol  Wine 
and  Roses"  w  as  one  o|  the  show  - 
ease's  most  successful  post-Christ- 
mas Features.  The  \stor  Theatre  on 
Times  Square  realized  one  ol   the 

best    posses    in    its    historv     during 


the    premiere    of    United    Artists's 

"Taras    Bulba,"    introduced    during 
the-  newspaper  strike. 

So  far,  1963  has  proved  a  big 
year  for  movie  air  advertising,  ac- 
cording to  WNBC's  Barry.  For  ex- 
ample, Columbia,  which  prepares 
commercials  *or  S5f Vc  of  its  movies, 
has  served  up  generous  spot  sched- 
ules for  "Rye  Bye  Birdie."  "The 
L-Shap'ed     Room."     "Lawrence     of 


Are  regional 

advertisers  returning 

to  syndication? 

Experts  in  the  field  reveal  their 
views  on  the  future  of  this  market. 

NEXT  WEEK  IN  SPONSOR 


Arabia,"    "Sundays    and    Cybele," 
"Barabbas." 

Universal  has  come  on  with 
"Forty  Pounds  of  Trouble,"  "To 
Kill  a  Mockingbird,"  "The  List  of 
Adrian  Messinger,"  "King  Kong 
vs.  Godzilla,"  among  others. 

The  list  grows  and  grows  and 
grows."  savs  Barry. 

Paramount's  two  biggest  hits 
were  both  heavily  tv-supported. 
About  $250,(X)0  each— half  the  total 
ad  budgets — went  into  tv  for  "Hud" 
and  "Come  Blow  Your  Horn."  But 
Paramount's  advertising  manager 
Martin  Davis  indicates  that  re- 
gional editions  of  national  maga- 
zines like  Life  and  Look  are  attrac- 
tive and  might  steal  business  away 
from  tv  as  well  as  newspapers. 

MGM,  already  a  firm  user  of 
tv.  is  dipping  into  color.  Via  color 
spots  "Captain  Sindbad "  is  now  be- 
ing introduced  in  five  cities — Cin- 
cinnati, Dayton,  Indianapolis, 
New  York,  and  Los  Angeles.  In 
Cincinnati  and  Dayton  the  spots 
are  being  tested  against  two  con- 
trol cities  of  equal  population 
using  black-and-white  commer- 
cials. II  the  color  spots  prove  suc- 
cessful,  they  will  be  used  for  other 
MCM    releases,   a   spokesman   said. 

Undisputed  leader  in  tv  adver- 
tising is  Wall  Disnev  which  goes 
in  heavily  for  network  time.  How- 
ever, commercials  as  such  are 
never  shown  on  Disney's  regulai 
\l«:  show,  The  Wonderful  World 


oj    Color,   which   is   sponsored  by 
RCA  and  Kodak. 

Aside-  horn  placing  relatively 
large  amounts  of  ad  money  in 
spots,  industry  executives  feel  Dis- 
nev gets  added  promotional  mile- 
age from  the  show  itself.  But  NBC 
and  Disnev  claim  there  has  been 
no  cross-plugging  with  the  excep- 
tion of  a  partial  scene  of  upcoming 
Disnev  movie  production  which 
was  aired  on  Wonderful  World 
last  year. 

There  are  many  firm  case  histor- 
ies to  back  up  tv's  effectiveness 
besides  those  already  mentioned. 
Here  are  some  examples: 

•  "Flipper"  (MCM):  Rece.ith 
this  movie  was  a  big  hit  in  Atlanta 
and  Miami  where  it  was  primarih 
tv -promoted.  Belief  is  that  tv  de- 
serves the  credit  for  success  and 
should  be  bulwark  of  introductior 
throughout  the  country. 

•  "What  Ever  Happened  tc 
Baby  Jane?"( Warner  Bros.):  Orig 
inally,  no  distribution  firm  was 
ing  to  handle  this  picture.  T 
was  that  it  would  not  be  a  sueces: 
WB  advertised  it  heavily  on  tv 
giving  medium  609b  of  total  a< 
budget.  Result:  film  had  excelle 
box-office  reception. 

•  "Spencers  Mountain"  (Wan 
er  Bros.):  Due  to  policy  a!  V 
York  theatre  where  movie  open 
tv  was  not  used  .  .  .  and  movie  di 
poorly.  Throughout  the  rest  of  tl , 
United  States  tv  was  used  extei 
sively  .  .  .  and  the  movie  did  vei 
well.' 

•  "The      Longest      Day" 
Century    box):    Tv   took   the  spi 
light  at   recent  meeting  on  movie 
ad    plans.    New     York    debut    pi 
moted  via  50  spots  on  a  New  Yo 
outlet  was   great   success.    Nuinh 
of  box  office  impressions  made  v\ 
42  million,  according  to  rating  « 
vice  figures.  This  would  be  equ 
alent    to    populations    of    Chicaj 
Los  Angeles,  Detroit.  Philadelph 
San    Francisco,    New    [ersev    .i 
Ohio. 

Some  of   the-  major  companv   . 
pub    execs    are    more    enthusias 
than   others  about   the  potential 
tv  for  advertising,  but  all  of  then  • 
even  those  who  state  that  noth  - 
will     ever    supplant     the    stand.  1   I 
newspaper   displav    ads   and  pub   . 
citv  stories — agree  that  tv  spots  dJ 
bring  better  results  than  they  01- 
inallv  believed  possible. 


fid 


SPONSOR   29    niv    I 


VIEWPOINT 


A  column  of  comment 

on  broadcasting/advertising. 

by  industry  observers 


'UBLIC  SERVICE:   IT  CAN   BOTH   SERVE  AND  SELL 


By  SANDY   BECKER 

n /<  i  i\iini  personality, 
\VSE\V-T\     \eu    York  City 

In  .ill  the  recent  discussion  ol 
elevision  s  public  service  obliga 
Ion,  "ii<  point  has  been  large!) 
\i  i l(K>ked.  Public  sei \  ice  can 
» r i 1 1 u  a  (Inert  selling  benefit  to  the 
dvertisei  .it  the  same  lime  it 
orves  tin  public  good. 

There  are  a  number  ol  ways  in 
vhich  advertisers  participate  in 
Revisions  public  service  function 
>1ost  "I  them  are  designed  simpl) 
M  "enhance  the  corporate  image;" 
hat  is.  to  show  the  \  iewer  thai  the 
ompanv  has  an  active  intrust  ba 
M  public  good  .ind  welfare. 
hy,  it  is  hoped,  the  \  ievs  er 
•ill  have  a  favorable  impression 
!l  the  advertiser  and  will  glow 
itli  a  warm  inward  feeling  when 
hancing  upon  the  advertiser's 
roduct  on  a  supermarket  shelf. 
I  bethel  Ik  re. tclics  tor  it  is  an- 
ther  matter,   the  direct    sales   mes- 

is  expected  to  accomplish 
i.it  critical  final  step. 
The  two  most  important  \\a\s  ol 
ihancing  the  public  service  "im- 
m  are.  ol  course:  a  l>\  sponsor- 
iip  ol  a  public  service  program 
id.  I)'  In  donating  commercial 
me  to  one  ol  the  causes  approved 
*    the    Vdvertising  Council.   Both 

them  are  \  er\   "low   sell." 
\    definite    "hard    sell"    value,    on 
r  other  hand,  can  result  from  the 
ited   public   s(  n  ice   messagi 
hich   is   a    part    of    the   program 
intent.   It   is  like  a   solium  com- 
il  in  that  it  umes  the  viewer 
take  action.  It  is  unlike  a  selling 
"liniercial    in    that    it    is    not    self 
rving — and  therein  lies  the  secret 
its  enormous   benefit    to  the  ad- 
rtisci    and   his   sales   message. 

me     illustrate     1>\      example 

n\  own  daily  practice.  I  am 

sponsible      for      two      hours      of 

ildrens    programing    a    d.w     on 

1  5.   the   Metromedia   station 

"i    ik  (  itv.  The  commercial 

lilabilities  are  sold  out.  Win  J 

We  entertain.  We  give  them  ear- 

James,    and    informa- 


tion   that    tin  \    thoroughl)    ni|o\ 

\\  i      know     In  .  ausi      tin  ii     mail     i  • 

spouses  till   us   verj    emphaticalh 

w hat  thej  do  and  di t  liki 

\\  i    I  i.i  \  i    tluii    confident  e    \\  < 

talk   on   their   level   hut    do   not    talk 

(low  ||      to      till    III        \\  I        till      till    III      till 

truth — and    that    includes    the    (  oni 

men  ials,  \\  e  have  n<  vei  ( an  ied  a 

di  ( eptiv  e     (  oiiuiii  n  ial     DO!      a     (lis 

ti  n  ted    pie(  e    of    information.    \\  i 

have    made    mistakes,    Ms     hut    we 

have  always  been  willing  to  stand 

mil  i  (ted  1)\    the  \  lew  i  i  S 

W  i  sen (  them.  Kv er)  w eek  w e 
( .u  i  \  one  public  si  i  \  ice  theme 
through  both  hours.  And.  \es.  it 
helps  the  advertisers  who  pa)  the 
hilh  for  the  program  as  well  as 
the  children  \\  ho  watch  it 

Recent!)    for  example    the  \  el 
■  lans    ol    Foreign    \\  ars     tin ough 
their  local  posts    have  been  carr) 
ing  on  a  hi(  \  cle  s.tfei\   campaign 

The    emphasis    has    been    on    salelv 

during  those  dusk  and   night-time 
hours  w  hen  hi(  )  (  Ii  -automobile  a< 
cidents  are  most  frequent  be<  ause 

motorists     can't      see     children     on 

bikes,  or  vice  versa     The  heart  of 

the  VFW  "Lite  \-Blke"  campaign 
has    been    reflective    tape — strips   ol 

gummed  tape  covered  w  ith  reflec- 
tive material  like  that  on  road 
si'^ns  The  VFW  is  giving  them  out 
free.  Attached  to  the  lenders  and 
handlebars  ol  bicycles,  the)  pick 
up  the  headlights  of  automobiles 
and  reflect  their  colors  straight 
hack  to  the  driv  er. 

\ll     during     one     week      I     talki  d 

about  bicycle  safer)  and  told  the 
children  the)  could  get  "Lib  \- 
Bike"  reflective  tapes  free  from  tin 

\T\\      I   had  posters  visible  on   the 

set  behind  me,  and  showed  a  little 
film  ol   newsboys   from  the   Long 
Island   newspaper   Newsda)    dem 
onstrating     good     bicycle     safer) 

practices      Bv     the    end    of    the    week 

most  of  the  VFW  posts  in  the  \<w 
York  Metropolitan  area  had  run 
out  of  free  refli  ctive  tap 

The  children  know,  because 
their  parents  have  been  telling 
them  all  their  lives,  that  thev    must 


observi  "     habits    when 

i  iding   tin  u    bit  ycles     I  In  \    kn 

in  shoi t    tint  w  hat   I   ti  II  tin  n. 
.i  pnl. In    service  is  (•  n   thi  u 

and   not    fill    iiiiin    Ol    inv    advi  iti 

lin  \  itabl)   tin  H    is 

tin     i  omiiii  ii  ial    i  i  mtl  ill      I  I 

imp.K  t    ol    mv    i  ommen  ials    is   in 

(  ii  asi  d       iiniin  asuiahlv         KnOV 

that   the)    i  an   ti ust   m    af> mt   bi 
cycli     s.di  t)     thi       feel    the]     can 
trust  im  ab<  mt  a  produi  t 

The  sami  thing  obviousl)  ap 
plus  to  adult  pr<  igrams  I  hi  pai 
ticipation  ol  a  Boh  1 1<  >p<   •  n  a  |a<  V 

Beliliv      in     aliv      public     sir  v  |<  ■       n 

tivitv  has  premium  value — because 
their  audieni  •  S  trust  them  \ntl  bv 
the  same  toki  n  ■  atei  taini  i  s  sm  h 
as  tin  se  involve  themselves  in  pub 

lit     si  iv  it  i     not    niilv    Im    nun  i    i 
sons  —  hi  (  ausi    tin  v    ar<    n  sp.  iiisihl. 

people — but   also  because   it   adds 

tO    then     total    statin,     alld    Vain. 

entertainers. 

In  the  end  the  greatest  > alu< 
ernes  to  the  advertiser— and  publii 
sen  k  i      Ix  (  oiin  s     .in     impoi  tanl 
function  ol   enlighti  n<  d   self-inl 

It  both  s!  i v i  s  and  sells        ^ 


Sandy  Becker 


■A 


Joined   WNEU    l\     in    1955 

to  flOSt  i  hililn  n's  v/i 

playing     f/ii      roh 
Radit  1 1 

■  i 
Bet  A.  \nally   plannt 

i    in   mi  dicine,   bui 
i  aim   inti  n  broad 

in^    u  In  n    l 
part-time    nun 

w  w  m    u  \    ) 

u  hilr  at  \    ) 


'NSOR 


29  juli    1963 


'SPONSOR 


President  and  Publisher 
Norman  R.  Glenn 

Executive  Vice  President 
Bernard  Piatt 

Secretary-Treasurer 
Elaine  Couper  Glenn 

EDITORIAL 

Editor 

Robert  M.  Grebe 

Executive  Editor 
Charles  Sinclair 

Art  Director 
Maury  Kurtz 

Senior  Editors 

Jo  Ranson 

H.  William  Falk 

Special  Projects  Editor 
David  G.  Wisely 

Associate  Editors 
Jane  Pollak 
Barbara  Love 
Audrey  Heaney 
Niki  Kalish 

Copy  Editor 
Tom  Fitzsimmons 

Assistant  Editor 
Susan  Shapiro 

Washington  News  Bureau 

Mildred  Hall 

Chicago  News  Bureau 
Winifred  Callery 


ADVERTISING 

Southern  Sales  Manager 
Herbert  M.  Martin  Jr. 

Midwest  Manager 
Paul  Blair 

\\  cstern  Manager 
John  E.  Pearson 

Production  Manager 

Mary  Lou  Ponsell 

Sales  Secretary 

Mrs.  Lydia  D.  Cockerille 


CIRCULATION 

Manager 

Jack  Rayman 
John  J.  Kelly 
Mrs.  Lydia  Martinez 
Anna  Arencibia 
Mrs.  Lillian  Berkof 


ADMINISTRATIVE 


Staff 


Assistant  to  the  I'ulilisliei 

Charles  L.  Nash 

Accounting 

Mrs.  Syd  Guttman 
Mrs.  Rose  Alexander 

( leneraJ  Set  \  ices 
George  Becker 
Madeline  Camarda 
Michael  Crocco 
Dorothy  Van  Leuven 
H   Ame  Babcock 


'SPOT-SCOPE 


Significant  news, 
trends,  buying 
in  national  spot 


BREWER  BEGUINES  SPANISH  APPEAL 

QURGERMEISTEB  Brewing  (San  Francisco)  starts  a  broadcast  media  cam- 
■*  paign  aimed  at  Spanish-speaking  audiences  in  California  and  Arizona  this  j 
week,  utilizing  23  radio  stations  in  the  two  states  plus  KA1EX-TV  and  KCOP- 
TY  (Los  Angeles).  Effort  will  be  concentrated  in  the  San  Francisco  Bay 
area.  Los  Angeles,  Fresno,  and  throughout  Arizona.  Drive  ties  in  with 
16  September  Mexican  Independence  Day  celebration  in  Los  Angeles,  and 
features  selection  of  a  Spanish  Queen,  who  will  reign  at  the  fiesta.  About 
600  spots  per  week  are  scheduled  for  the  four-week  promotion.  Agenc>  is 
Post-Keyes-Gardner  (San  Francisco).  Account  executive:  Lynn  Fairweather 


Sarong  to  do  stretch  on  tv 


International  Latex  has  completed  a  tv  spot  buy  for  its  Sarong  bras  am 
girdles.  National  campaign  of  nighttime  minutes  will  start  in  20  markets  on 
1  September  for  a  52-week  run.  Agency  is  Young  &  Rubicam  (  New  York). 

TV   BUYING   ACTIVITY 

•  Vick  Chemical's  Clearasil,  skin  preparation,  will  go  into  about  40  market 
across  the  nation  using  minutes  to  reach  teenagers.  Buyer  Adele  Schwartz  a 
Morse  International  (New  York)  is  interested  in  programs  with  teenag< 
appeal,  such  as  early  evening  (honor  or  Elvis  Presley-type)  movies,  ain 
"dance  parties."  The  buyer  notes  the  scarcity  of  the  latter,  and  welcome 
information  on  same.  Radio  will  probably  also  be  utilized,  but  plans  are  no 
definite  yet  in  regard  to  this  medium. 

•  Lipton  Soup  purchasing  nighttime  minutes  for  a  drive  to  start  15  Septembi  i 
The  26-week  national  campaign  will  go  into  approximately  20  markets.  Buy< 
is  Steve  Silver  at  Young  &  Rubicam  (  New  York 

•  Revlon's  Esquire  Knomark  shoe  polish  drive  will  begin  25  August  for  a  L3-we< 
run  in  undisclosed  markets.  Buyer  Irene  Levy  interested  in  nighttime  minuti 
to  reach  the-  adult  audience.  Agency  is  Grey  Advertising  (New   York 

•  International  Latex  buying  a  schedule  to  push  various  products  startirj 
1   September  for  a  26-week  period.   Buyer  Lynn   Diamond  .it   Morse  lnt< 
national   (New    York)   looking  for  nighttime  minutes  in  markets  across  tl 
country. 

RADIO    BUYING  ACTIVITY 

•  Equitable  Life  Assurance  Society  of  the  United  States  will  take  flight  again 
September  for    13  weeks  utilizing  minutes  in   more  than    1(X)  markets.  '1 1 
company   employed    the   same    type   oi    campaign    last    fall,    and    again 
February. Timebuyer at  Foote,Cone&  Holding  (New  York'  is  Martha  M 
ray. 


62 


SPONSOR   29   ]v\\    19 


. .  11  more 
idvertising 

agencies 
take  the 


10  new  agency  subscribers 

Doherty,  Clifford,  Steers  &  Shenfield.  Inc. 
Fletcher,  Richards,  Calkins  &  Holden.  Inc. 
North  Advertising,  Inc. 
Lennen  &  Newell,  Inc. 
Smith  Greenland  Co..  Inc. 

all  of  New  York 
John  W.  Shaw,  Chicago 
Brang  ham/ Brewer /Holzer 
Snock,  Debnam  &  Waddell.  Inc. 

both  of  Los  Angeles 
Scotty  Glasgow  Advertising 

Colorado  Springs,  Colo. 
Screenboard,  Inc.,  Hollywood 

1  agency  expanded 
to  full  coverage 

Kenyon  &  Eckhardt,  New  York 


raise 


The 


R 


Ise,  Inc. 


730  5th  Avenue.  New  York  19.  N.  Y..  Phone  JUdson  6  3316 


GROUP  W  MEANS  A  DIRECT  NEWS  LINE  FROM  THE  WORLD 
TO  BOSTON,  NEW  YORK,  CLEVELAND,  PITTSBURGH,  FORT  WAYNE  AND  CHICAGO 


News  is  news.  But  Group  W— Westing- 
house  Broadcasting  Company's  — national 
and  international  news  is  something  more 
than  headlines,  bulletins,  wire  service  copy. 
The  Group  W  radio  stations  cover  the  news 
themselves.  With  theirown  news  bureaus  in 
Washington,  London,  and  Berlin.*  With  cor- 
respondents around  the  world. 

And  the  feeds  come  in  thick  and  fast. 
Up  to  20  one-minute  "shorties"  every  day. 
A  15-minute  wrap-up  each  evening  from 
Washington.  A  25-minute  weekly  panel 

•Jim  Snyder,  Group  W's  Washington  chief.  Rod  Macleish  heads  up 


show.  The  Presidential  News  Conferences 
in  their  entirety.  And  Specials.  Intensified 
coverage  that  ranges  from  space  flights, 
to  the  Cuban  crisis,  the  Papal  Coronation, 
plus  localized  reports  particular  Group 
W  stations  are  interested  in.  A  Group  W 
correspondent  has  covered  virtually  every 
Presidential  trip  for  the  last  seven  years. 
Daily,  continuously,  this  broadcast  news 
service  is  a  direct  lifeline  between  Group 
W  radio  stations  and  the  world. 

This  service  combined  with  each  sta- 

Europe. 


tion's  own  outstanding  local  and  regnal 
coverage  makes  for  the  special  k  d  of 
broadcast  journalism  the  Group  WH 
stations  have  always  been  noted  fori 


GROUP 


BOSTON  WB2  •  WBI 
NEW  YORK  WINS  I 
BALTIMORE  WJZ  T\| 
PITTSBURGH  KOKA'I 
CIEVEIANDKYW-  i 
FORTWAYN!  «0.'| 
CHICAGO  WINO  | 
SAN  FRANCISCO  » 


WESTINGHOOSE  BROADCASTING  COMPANY 


spor 


> 


OR 


> 
THE  WEEKLY  MAGAZINE  RADIC  **A    'SERS  USE 


0         6- 


5AUGU 


°  % 

AT 


PRINT  MEDIA 
WAGES  WAR  ON 
RADIO/TV       p 

Tv  success  for 
Western  Union 
CandyGram    p.  36 


i 


25 


$8  a  year 


MAXIMUM  RESPONSE 

-that's  advertising  efficiency. 


WBAL  TV  BALTIMORE 

MARYLAND'S  NUMBER  ONE  CHANNEL  OF  COMMUNICATION" 


\ 


What  is  a  Quahog? 

'The  minute  lie  said  that,  we  knew  he  was  an  out-of- 
state-er.  Can't  hardly  blame  him,  I  guess;  'Quahog'  is 
a  Providence,  a  Rhode  Island  word. 

"Poor  fella  .  .  .  next  thing  happened  somebody 
offered  him  a  cabinet.  'Beg  Your  Pardon?'  he  said. 
(He  almost  had  us  here,  all  right.  When  ice  mean  'Beg 
Your  Pardon'  we  say  'Please?'  ) 

"Finally,  straightened  him  out  that  a  cabinet's  just 
a  plain  old  milk  shake  with  ice  cream  ...  a  frappe. 

"Beats  all  how  some  people  talk  so  peculiar.  Our 
quahog  is  a  cherry  stone  clam  .  .  .  makes  a  delicious 
chowder,  too!" 

But  then,  Providence  is  many  things.  Providence  is 
jewelry,  deep  water  shipping,  electronics  and  test 
marketing;  one  million  people  —  one  billion  consumer 
dollars.  Providence  is  Taunton,  Attleboro,  New 
Bedford,  Fall  River,  and  Worcester  —  all  in  Massachu- 
setts. Providence  is  Putnam,  Danielson,  Norwich  and 
New  London  —  all  in  Connecticut.  People  even  say 
Providence  is  Rhode  Island.  People  in  television  say 

Providence  is  WJAR-TV. 

7 


/ 


pergonal    prim   *uit.»t>ic  fo 
Framlnff.  nwatli  your  card  or  oM 


FIRST  TELEVISION  STATION  IN  RHODE  ISLAND      ijL       AN  OUTLET  CO.  STATION,  NBC  -  Edward  Petry  &  Co., 


For  the  fourth  consecutive  year 

Charlotte's  WSOC-TV  dominates  awards  in  annual 

Southern  News  Photography  Competition 


Do  you  like  to  look  at  the  news7  Hear  about  it7  If  you 
were  one  of  the  some  three  million  people  within  our 
viewing  area,  chances  are  you  would  satisfy  your  liking 
by  setting  your  dial  on  Channel  9.  Charlotte's  WSOC-TV 
is  the  news  station  of  the  Carohnas. 

This  year.  WSOC-TV  cameramen  swept  eight  of  the 
ten  first  and  second  place  awards  offered  in  the  com- 
petition open  to  television  photographers  throughout 
the  South.  This  brand  of  local  and  regional  reporting 
awards  advertisers,  too.  With  big  audiences;  dependable, 
able  to  buy.  Let  this  great  area  station  of  the  nation 
induce  them  to  buy  from  you.  Schedule  WSOC-TV. 


II  >ll\    (Mil  t)KI) 

Named    South<  m  TV  P  .  hci  ol  ttu 

l\t     General  News  I 'ill       Gai  It  al  <  lem 
l  si     I  ealurc  N- 

MIKI    i  >  ll  \l<  \ 

Isl     spoils  News      Round  ihe  Mountain 

BOB    \li)KM 

2nJ     Sports  New        I  all)   H*<' 


Gl  I  »RGI    (  AKK  \s 
2nd     I  eaturt 


Ki»ci    Hi'.it 


K  WIN    (   I  II  I  OKI)      M  I  \  I      1)1   I    Wl   'l 

1st     ream  Filming,     I  he  Lord  is  Dead 

STEVI     DM   Wh       I  Kl  I)   B  \KMI  K 
2  nvl      I  cam  Filming,     Storm" 


VSOC  and  WSOC-TV  are  associated  with   WSB  and   WSB-TV.  Atlanta.  WHIO  and   WHIO-TV,  Oayton.  WIOD.  Miami 

iPONSOR   5    m  ,.,  vi    L963 


To  time  buyers  now 

preparing  their 

Fall  Spot  Schedules  .  .  . 

THERE  MAY 

STILL  BE 

RIFLEMAN" 

AVAILABILITIES 

ON  THESE 

FINE  STATIONS.. 


ass 
TH 

nev 

W 


GREAT    NETWORK    RATING    HISTORY1 

Ouring  its  5  yr?ar  network  run.  THE  RIFLEMAN 
av»raged  a  solid  38. -1  %  share  of  audierr 
No»/  programmed  m  new  tune  slots  —  in  m 
cases^ffMier  than  it^^^O  p.m.  and  9:00  pi 
(NYT)  network  time  Pots  —  THE  RIFLEMA 
assures  a  completely  new  and  untapped  audience, 
f  RlFrEMAN's  rating  strength  coupled  with 
ew  time  periods  makes  it  an  ideal  series  on 
ict^to    spot    your    advertising    dollars. 


FOR  EXACT  TIME  SLOT  INFORMATION  A 

STATION 

CITY 

NATIONAL  REP. 

PLAYS 
PER  WK. 

WFBG-TV 

Altoona,  Pa. 

BLAIR  TELEVISION 

1  to  5 

t 

WLOS-TV 

Asheville,  N.  C. 

PETERS,  GRIFFIN, 
WOODWARD,  INC. 

5 

WGR-TV 

Buffalo,  N.  Y. 

EDWARD  PETRY  &  CO.,  INC. 

Ito  5 1 

WUSNTV 

Charleston,  S.  C. 

SELECT  STATION  REPS., 
INC. 

1 

WRCB-TV 

Chattanooga.  Tenn. 

H-R  TELEVISION,  INC. 

Ito  5 

WTVM-TV 

Columbus,  Ga. 

ADAM  YOUNG,  INC. 

1  to  5 

WBNS-TV 

Columbus,  Ohio 

BLAIR  TELEVISION 

1   1 

WOC-TV 

Davenport,  la. 

PETERS,  GRIFFIN, 
WOODWARD,  INC. 

1 

KRNT-TV 
WTVDTV 

Des  Moines,  la. 

THE  KATZ  AGENCY,  INC. 

Ito  5 

Durham,  N.  C. 

EDWARD  PETRY  &  CO.,  INC. 

1  to  S 

KVAL-TV 

Eugene,  Oreg. 

GEO.  P.  HOLLINGBERYCO. 

1 

WINK-TV 

Fort  Meyers,  Fla. 

THE  MEEKER  COMPANY 

1 

WKJG-TV 

Fort  Wayne.  Ind. 

ADVERTISING  TIME  SALES, 
INC. 

5  ; 

KFRE-TV 

Fresno,  Calif. 

BLAIR  TELEVISION 

1 

WFMY-TV 

Greensboro.  N.  C. 

HARRINGTON,  RIGHTER 
&  PARSONS,  INC. 

5 

WHP-TV 

Harrisburg.  Pa. 

BLAIR  TELEVISION 

Ito! 

KTLA-TV 

Hollywood,  Calif. 

PETERS,  GRIFFIN, 
WOODWARD,  INC. 

1    ,0 

WHTN-TV 

Huntington.  W.  Va. 

SELECT  STATION  REPS., 
INC. 

1 

WDAF-TV 

Kansas  City.  Mo. 

EDWARD  PETRY  &  CO.,  INC. 

\  to   1 

WBIR-TV 

Knoxville,  Tenn. 

AVERY  KNODEL,  INC. 

1 

KORK-TV 

Las  Vegas.  Nev. 

VENARD.  TORBET& 

MCCONNELL.  INC 

1 

WLYH-TV 

Lebanon.  Pa 

BLAIR  TELEVISION 

\ 

KOLN-TV 

Lincoln.  Neb. 

AVERY  KNODEL,  INC. 

1-  1 

WHAS-TV 

Louisville,  Ky. 

HARRINGTON,  RIGHTER 
&  PARSONS,  INC. 

1  1 

WMAZ-TV 

Macon,  Ga. 

AVERY  KNODEL,  INC. 

1  to] 

♦  Based    on    ARB    reports    covering    Ihi     top    50    markets    lor    5    years. 
Indiviclii.il    market    ratings    (or    tN^Tserioo    are    available    on    request. 


«   ,'* 


^LABILITIES.  CONTACT  THESE  STATION     EPS 

STATION 

CITY 

NATIONAL    RfP 

P|  AYS 
I'LK  WK.     1 

WKOW-TV 

Madison.  Wis 

ADAM   YOUNG,   INC. 

1  in  5 

WSIXTV 

Nashville.  Tenn 

PETERS.  GRIFFIN. 
WOODWARD,  INC. 

5      1 

WNHC-TV 

New  Haven,  Conn 

BLAIR  TELEVISION 

5      1 

WABCTV 

New  York   N  Y 

ABC  TELEVISION  SPOT 
SALES,  INC 

1      1 

WAVY-TV 
KOCO-TV 

Norfolk  Portsmouth  Va 

H  R  TELEVISION.  INC. 

1      1 

Oklahoma  City.  Okla 

BLAIR  TELEVISION 

5      1 

WESH  TV 

Orlando  Daytona   Fla 

THE  KATZ  AGENCY.  INC. 

1  to  5  1 

WFIL-TV 

Philadelphia.  Pa 

BLAIR  TELEVISION 

~1    1 

KPHO-TV 

Phoenix.  Ariz 

THE  KATZ  AGENCY.  INC 

i 

KDKA-TV 

Pittsburgh   Pa 

TELEVISION  ADVERTISING 
REPS.,  INC 

1  to  5  1 

KPTVTV 

Portland.  Ore 

EDWARD  PETRY&  CO,  INC. 

1 

WXEX-TV 

Richmond.  Va 

SELECT  STATION  REPS.. 
INC. 

1  to  5 

UNITY 

St   Louis   Mo 

HR  TELEVISION.  INC. 

5 

KONO-TV 

San  Antonio.  Texas 

THE  KATZ  AGENCY,  INC 

5 

KPIX-TV 
KNTVTV 

San  Francisco.  Calif 

TELEVISION  ADVERTISING 
REPS ,  INC. 

1 

San  Jose.  Calif 

ADAM  YOUNG,  INC 

1  to  5  1 

WRGBTV 

Schenectady.  N  Y 

THE  KATZ  AGENCY.  INC 

1  to  2   1 

WNEP-TV 

Scranton.  Pa 

EDWARD  PE7RY&  CO.  INC 

5 

KOMO  TV 

Seattle.  Wash 

THE  KATZ  AGENCY,  INC 

1 

WSPO-TV 
HOLD  TV 

Toledo.  Ohio 

STORER  TELEVIS:ON 
SALES,  INC 

1 

Tucson.  Ariz 

GEO  P  HOLLINGBERYCO 

1 

WRC-TV 

Washington.  D  C 

NBC  SPOT  SALES 

1  to  5 

KTVH  TV 

Wichita.  Kansas 

BLAIR  TELEVISION 

1  to  5 

WSBA-TV 
WKBN-TV 

York,  Pa 

BLAIR  TELEVISION 

1  to  5 

Youngstown.  Ohio 

PAULH.  RAYMERCO.  INC 

1     5 

STARRING    CHUCK    CONNORS 

CO   STARRING   JOHNNY    CRAWFORD   P>' 


To  stations  now 
planning  their  Fall 
Program  Schedules  .  . 

THE  RIFLEMAN  IS 
ONE  OF  THE  MOST 
EASY-TO-SPOT"  SERIES 
AVAILABLE  TODAY 


Program  it  either  as  a  strip  or  once  a  weeK 
Program  it  late  afternoon,  early  evening  or 
late  evening   .  its   5  year,   50  n 

average  audience  composition  of   3. 
men,  34. 7;,,   women  and  3  idren 

delivers  an  almost  perfectly  balanced 
dud  icnct 

COMPLETE    FLEXIBILITY 

Chuck  Connors,  star  of  THE  RIFLEMAN  has 
just  filmed  40  new  promos  and  bridges  for 
stations  programming  this  series  Included 
is  a  "custom  tailored"  general  promo  with 
Chuck  announcing  channel  numbers  and 
cities  part  of  the  many      EXTRA 

SERVICES      offered   with    THE    R 


A      FOUR      STAR      AND      LlV>GARL" 


p* 

Wt* 

600  FIFTH 
U 

■ 

+ 
* 

4- 

1 

AR 

:  mira » 

l.Los  Angeles  metropolitan 
area  Spanish-speaking  pop- 
ulation: 
900,000  plus 

• 

2.  Average  yearly  income: 
$800,000,000 


3.  For  automotive  products: 
$72,540,000  annually 

• 

4.  For  food  products: 
$434,700,000  annually 

YOU  CAN  HAVE  YOUR  SHARE! 

72  National  Advertisers  on 
Spanish-language  KWKW 
reach  approximately  277,880 
Latin-American  homes  per 
week  at  a  CPM  of  $0.72. 
KWKW's  5000  watts  speak  the 
language  convincingly  to  a 
loyal  audience.  KWKW  has  20 
y.ears'  proof  waiting  for  you! 

KWKW 

5000  WATTS 

Representatives: 

N.Y.  — National  Time  Sales 

S.F.-Theo.  B.Hall 

Chicago -National  Time  Sales 

Los  Angeles-HO  5-6171 


25 


29 


32 


'SPONSOR 


5  AUGUST   1963 

Vol.  17  No.  31 


Key  Stories 

IF  YOU  CAN'T  BEAT  'EM,  SMEAR  'EM 
Print  media  wage  all-out  war  on  radio  &  tv;  new  pres- 
entations are  dangerous,  unless  you  know  pitfalls 

EXECS  SEE  MORE  REGIONAL  BIZ  IN  SYNDICATION 
Men  who  know  syndication  best  predict  return  of  top 
regional  advertisers,  once  strong  force  in  industry 


TECHNOLOGY  FASHIONS  FILM  AS  A  TV  TOOL 

Technological  strides  in  production  of  film  and  cam 
era  equipment  produce  cinemagraphic  miracles  for  tr 


34     BANK  COMMERCIALS  DON'T  HAVE  TO  BE  DULL 

Chase  Manhattan  spots  on  World's  Fair  praised  by 
viewers;  already  many  requests  for  tickets,  maps 

36     IT'S  SPOT  TV  HANDS  DOWN  FOR  THIS  COMPANY 

Why  Western  Union  CandyGram  feels  it  owes  suddeh 
success  to  a  well-timed  and  tailored  tv  campaign 


Sponsor-Week 

11  Top  of  the  News 

46  Advertiser  &  Agencies 

54  Stations  &  Syndication 
45 


52       Radio  Networks 
52       Tv  Networks 
61       Representatives 


Washington  Week— broadcast  ad  news  from  nation's  capital 


Sponsor-Scope 

19       Behind-the-news  reports  &  comments  for  executives 


Departments 


17 

Calendar 

9 

Publisher's  Report 

42 

Commercial 

Crit 

que 

66 

Sponsor  Masthead 

16 

Data  Digest 

66 

Spot-Scope 

17 

555  Fifth 

38 

Timebuyer's  Corner 

58 

Newsmakers 

65 

Viewpoint 

.*<-. 


SPONSOR   If  Combined  with  TV,   US    Radio,  US    FM  ®.  ©   1963  SPONSOR  Publicot 

EXECUTIVE,  EDITORIAL,  CIRCULATION,  ADVERTISING  OFFICES:  555  Fifth  A^e 

York   17.  212  MUrray  Hill  7-8080. 

MIDWEST  OFFICE:  612  N.  Michigan  Ave.,  Chicago  11,  312-664-1  166. 

SOUTHERN  OFFICE:  Box  3042,  Birmingham   12.  Ala.  205-FA  2-6528. 

WESTERN  OFFICE:  601    California  Street,  Son  Francisco  8,  415  YU    1-8913. 

PRINTING  OFFICE:  229  West  28th  St.,  New  York   1,  N.  Y. 

SUBSCRIPTIONS:  U.S.  $8  a  year.  Canoda  $9  a  yeor.  Other  countries  $1  1   a  yeor.  Sii 

copies  40c.    Printed   in   U.S.A.   Published  weekly.   Second  class   postage  paid  ot  N. 


SPONSOR     5     M  <•!  SI 


In  a  class  by  itself... 

More  food  products  and  services  are  now 
advertised  on  WJW  Radio  than  on  any  other 
Cleveland  radio  station. 

Food  advertisers  know  that  WJW  Radio  is 
the  best  radio  station  to  reach  the  1.5  bil- 
lion Northern  Ohio  food  market. 

WJW's  listener's  total  income  of  chief  wage 


earner  is  higher  than  the  market  average. 
$6,400  vs  $5,700.  WJW  attracts  a  higher  per- 
centage of  professional,  executive  and  pro- 
prietors —  people  with  the  income  and 
inclination  to  spend  more  for  food. 

For  sales  producing  advertising  supported 
by  effective  merchandising,  buy  Cleveland's 
best  radio  combination  —  BEAUTIFUL 
MUSIC   and   TOTAL    INFORMATION    NEWS 


Your  Katz  representative  has  the 

details. 

James  P.  Storer 

General  Manager 

Sources:    Ad-Check  Hon  tor.    Wendell  4  Geti.  July  t?.    '963 
Special  PULSE  Survey  November  -  December  t96? 
Standard  Rate  and  Data 

LOS  ANGELES 
Bi 

PHILADELPHIA 

U IBC 

CLEVELAND 

MIAMI 

■BS 

TOLEDO 

•    PD 

DETROIT 

BK 

STORER 

BRClIDC.ISTI.W  civp.i.s  y 

NEW  YORK 

If'HS 

MILWAUKEE 

HiTirr 

CLEVELAND 

ATLANTA 
WAGA-Tf 

TOLEDO 

U'SPD-TI' 

DETROIT 

• 

3NS0R         wc. 

ST    1" 

i 

puzzle: 


Travels  with  Charlie  (Bob  and  Neal) 

"Did  Neal  Edwards,  Charlie  Macatee  and  Bob  Livingston  leave  their  vacation 
addresses  with  you?"  Vice  President  and  General  Manager  Fred  Houwink  asked 
the  summer  secretarial  replacement  in  our  TV  Sales  Office. 

"Yes,  Mr.  Houwink,  but  I've  misplaced  them,"  replied  the  girl,  blushing  to  the 
roots  of  her  wig.  "I  know  one  of  them  was  going  sailing  off  Cape  Cod;  one  went 
up  to  the  Adirondacks;  and  one  is  at  a  resort  in  West  Virginia.  The  two  who  aren't 
sailing  are  either  playing  tennis  or  golf." 

"You're  doing  fine,  my  dear,"  said  Houwink,  who  is  a  patient  man,  "tell  me  more." 

"Well,  I'm  sure  that  Edwards  is  not  the  one  at  Cape  Cod  and  Macatee  didn't  go 
to  the  Adirondacks.  The  one  who  went  to  West  Virginia  said  the  resort  didn't 
have  a  golf  course  and  Mr.  Macatee  once  told  me  he  gets  seasick." 
"Thank  you,"  said  Fred,  "that's  all  I  need  to  know."  Who  was  where  doing  what? 
Apprise  us.  Win  prize. 

Post-vacation  plans  begin  with  WMAL-TV's  "Happy  New  Year"  starting 
September  15  .  .  .  the  greatest  new  shows  on  TV,  an  exciting  roster  of 
stars,  audience-pleasing  drama,  humor,  variety  that  wins  friends  and  makes 
sales.  Check  Harrington,  Righter  &  Parsons,  Inc.  for  details. 


Puzzle  adaptation  courtesy  Dover  Publications,  New  York  14,  New  York. 
Address  answers  to:   Puzzle  /83,  WMAL-TV  Washington  8,  D.  C. 


bbc 


wmal-tv  _ 

Evening  Star  Broadcasting  Company 
WASHINGTON,  D.  C. 

Represented  by:  HARRINGTON,  RIGHTER  &  PARSONS,  Inc. 

Affiliated  with  WMAL  and  WMAL-FM,  Washington,  D.  C;  WSVA-TV  and  WSVA,  Harrisonburg,  Va. 


SPONSOR 


U  (.1  si     III 


PUBLISHER'S 
REPORT 


One  man's  view  ot 
significant  happenings  in 
broadcast  advertising 


Maybe  Commissioners  Should  Travel  More 

IAImimxii;  I   find  thai  the  heat,  humidity,  or  tempo  ol   Madison 
■■  Vvenue  is  getting  oppressive  I  go  traveling. 

( )i  ma)  l><-  it-  jusl  thai  I  like  to  travel. 

Last  week  I  visited  -i\  midwest  cities  in  foui  days  and  .1-  usual  I 
learned  more  than  I  could  in  lour  months  east  oi  the  Hudson  River. 

I  breakfasted,  lunched,  and  dinnered  with  agencymen  and  broad- 
casters. I  bummed  rides  in  private  pi. me-.  I  visited  stations  r t< >t  yel 
opened.  I  .ilk  .1  htm  1  hour-!  [  called  on  one  t\  station  manage]  at  9  p.m. 
ihi-  idea)  and  reluctantly  pulled  myseli  awa)  .ii  I  p.m. 

I  love  traveling. 

\inl  I  sympathize  with  broadcasters. 

It'-  true  that  1  don't  know  much  about  the  pressures  oi  the  restau- 
rant business  or  maybe  a  tie-clip  factory.  But  I  found  two  broadcasters 
sweating  out  labor  negotiations  one  frantically  occupied  with  prepar- 
ing voluminous  reports  foi  .1  n<'\\  owner,  two  up  to  their  ears  in  com- 
munity projects,  .Hid  .ill  ot  them  over  their  heads  in  Washington 
\\  oi  ries. 

the  Washington  Worries  are  the  worst.  It  -  not  just  the  numerous 
forms  that  must  he  rilled  out.  Most  <>l  them  complain  ahout  the  ava- 
lanche ot  harrassment,  attacks,  and  pressures.  They  say  that  some 
are  to  be  expected.  Hut  win  come  to  work  each  morning  wondering 
'what's  the  new  Worry  from  Washington?" 

\-  stated  by  one  erudite  manager:  "We're  asked  to  do  a  great  job 
of  communicating.  We're  asked  to  be  great  creative  mind-.  That"-  as 
it  should  he.  Hut  how  can  we  do  our  best  in  an  atmosphere  ot  constant 
criticism  and  harrassment?" 

uiother  said,  "  I  he  PCC  need-  a  course  in  inspiration  instead  ol 
\.i-peration." 

One  example  ot  the  wax  regulators  frustrate  broadcasters  is  the 
constantly  increasing  period  oi  time  required  for  approval  ot  a  -tat ion 
sale.  I  heard  this  complaint  more  than  once.  While  admitting  thai 
certain  circumstances  demand  more  study,  station  men  feel  thai  in 
routine  situations  (>0  days  should  he  a  maximum  between  purchase 
and  approval. 

\n  owner  who  has  contracted  to  pay  around  SI. loo. 000  tor  a  mid- 
si  station  says  that  hi-  lawyers  t « - 1 1  him  it  will  be  a  miracle  it  he 
pets  clearance  within  five  month-.  He  said,  "I  wonder  whethei   the 
mmission  realizes  what  the  waiting  period  doe-  to  staff  morale, 
idvertiser  confidence,  public  service  initiative,  and  public  enthusiasm 
n  the  station." 
Ma\he  commissioners  -hould  travel  more. 


f-7-K-L/ 


WPTR 

ALBANY-TROY 

SCHENECTADY 

NY 


'     _ 


V 


WQAM 


MIAMI 
FLA 


V, 


DIFFERENT? 


VACATIONLAND 

Certainly  WJTR-Land  is  no  less  a  vacation 
playland  than  Miami.  It's  a  safe  bet  in 
fact,  that  you  personally  know  more  people 
who  will  vacation  under  the  powerful 
50.000  watt  signal  of  WPTR  this  year  than 
will    visit    Miami 

Fishermen,  hunters,  swimmers,  skiers, 
campers  and  sightseers  alike  come  from 
all  over  the  world,  but  especially  from 
New  York  and  Boston  to  visit 
Saratoga  Springs.  Lake  George.  Lake  Placid. 
Lake  Champlam.  Saranac  Lake.  Schroon 
Lake.  Lake  Luzerne,  etc  .  IN  SUMMER 

and 
White   Face  Mt .   Lake   Placid.   Keene.   Mt. 
Whittier.  Mt    Snow.  Stowe.  Sugar  Loaf  ML, 
etc.  IN  WINTER 

RATINGS -Sorry  truly 

sorry,  that  no  audience  measurement  serv- 
ice has  counted  the  bonus  listeners  de- 
livered by  WPTR's  power  and  popularity. 
You  and  your  clients  have  one  way  to 
measure  how  WPTR  impresses  listeners  in 
the  most  traveled  vacation  area  m  the 
country  place  a  spot  schedule  with 

WPTR  and  watch  your  sales  volume  :00m 
Ask  your  friends  about  travel  m  the  great 
Northeast  Ask  your  East  man  about  adver- 
tising m  the  great  Northeast  He  II  tell 
you  about  BBC — that's  Big  Bonus  Cover- 
age— on  The  Voice  of  the  Great  North- 
east —WPTR 


YES:  WPTR 

Albany-Troy-Schenectady 
VP   &   GEN    MGR:    Perry   S.    Samuels 


robert  e.eastman.  <■  co., 


PONSOR   ;,    u<a  m     I'"- 


\ 


CAPACITY  x 
II!  RENDER 

:i: 


/ 


s 


WGAE--TV  does   the   BIG  -selling  job> 


MULTI-CITY     TV     MARKET 


This  CHANNEL    8  station 

is  more  powerful  than  any  other  station  in 
its  market,  has  more  viewers  in  its  area 
than  all  other  stations  combined.  Hun- 
dreds of  advertisers  rely  on  its  alert  ability 
to  create  business.  So  can  you.  Buy  the 
big-selling  medium.  Advertise  on  WGAL-TV. 


Channel  8 


STEINMAN  STATION    .    Clair  McCollough,  Pres 


Representative:  The  MEEKER  Company,  Inc.*  New  York  •  Chicago  •  Los  Angeles  •  San  Francisco 
10  SPONSOR   5  august   \% 


'SPONSOR-WEEK 


Top  of  the  news 

in  tv/radio  advertising 

5  AUGUST  19G3 


Follow  the  British:  American  broadcasters 
. iiul  advertisers  could  learn  much  from  Bn- 
i ish  handling  oi  t\  commei 
cials,  NAB  president  I  <■■ 
Ro)  ( lollins,  said  last  week 
on  return  from  trip  to  Eng- 
Kind.  ( Commercials  are  high 

in  qualit)  and  -ki  1 1 1  u  1 1\   in- 

serted  in  programing  i<> 
reduce  an)  irritating  effect 
on  \  iewers,  he  said.  Adver- 
tising is  concentrated  largely  at  beginning 
.iiul  end  oi  half-hour  segment,  but  ii  a  com- 
mercial interrupts  midway*  it  is  timed  to  come 
.it  natural  break  in  program.  Collins  favors 
tin-  trend,  expects  N  AB's  currenl  ^t ml \  of 
broadcast  commercials  will  resull  in  discard 
oi  cl<l  stopwatch  concept,  and  new  qualit]  and 
carefullj  non-aggravating  placement.  NAB 
president  had  high  praise  for  British  enter- 
tainment programs,  but  was  surprised  l>\  lack 
<>!  quantity,  and  comparative  remoteness  <>l 
British  broadcasting  in  general  from  Ameri- 
can-style integration  with  national  and  local 
affairs  on  a  <lail\  basis. 

Radio  not  cozy:  British  radio  is  >till  national 

in  concept,  not  local.  Collins  continued.  It  has 

none  ot  "cozy"  community  services  Ameri- 
cans get  on  car  radio  on  ua\  to  and  from 
uork.   lie   noted.   Collin-   likened   quantity   ot 

broadcasting  in  Britain  to  a  "spoon  feeding,'1 
compared  \sith  continuous  "fountain  always 
available  to  the  American  public."  He  at- 
tributed American  situation  to  it-  vigorous 
competitive  roots  in  private  enterprise. 

New  agency  for  Lehn  &  Fink:  l.elm  \  Kink 
Products  has  appointed  (..  J.  La  Roche  as  its 
advertising  agency  for  Dorothy  Gra)  cos- 
metics. Milling-  on  the  account.  torineiK 
handled    l>\     \l<(  ann-Ki  ick-on.    amounts    to 

some  -?1  million  annually.  The  appointment 
i-  effective  immediatelj . 

SPONSORWEEK  continues  on  page  12 


Supermarket  push:  Health  ^^<\  beaut)  prod 
ucts  account  t"i  $993  million  in  supei  market 
sales,  an  estimated  2.5'  .  oi  volume,  Progn 
aive  <  rrocei  i  epoi  ts.  Pi  oje<  t  ions  foi  e<  asl 
health  and  beaut)  products  \mM  continue  to 
gmu.  reaching  -\.'2'  ,  oi  supei  market  sales 
bj  1965.  Drug  advertising  geared  to  con- 
sumer \)\   drug  and  toiletrj    manufacturers 

M\i\  up  to  more  nioncv   than  total  advertising 

dollars  -pent  on  automobiles  and  automobile 

products,  -III  \c\    ,i|-ii  note-. 


Sales  at  record:  Manufacturers1  sales  in  June 

reached  a  new  high,  up  one  pel  cent  OVC1 
\l.i\.  I   .  S.  Department  of  Commerce  report-. 

Total  durable  g I-  sales   t"i    first  hall  oi 

l()().'i    were    lour    per    cent    above    period    in 

1()()2.  Nondurable  goods  -ale-  during  first 
half  also  were  lour  per  cent  above  year  earli- 
er period. 


Heineken  switch:  Smith  Greenland  adver- 
tising agenc\   appointed  effective  iiiitnedi.it>- 
K  for  Van  Munching,  general  I  .  S.  importei 
of  Heineken'-  Beer.   Advertising  reported  to 
be  some  $900,000  annually.  Van  Munching 

has  done  little  in  radio  .uid  t\.  hut  I  60  ( deen- 

land,  agenc)  president,  believes  t\  would  !*• 
good  bet  for  Heineken'-.  that  women's  pro- 
grams will  he  considered  seriously,  instead 
of  sports  buys.  I  eo  Van  Munching,  president 
of  importer,  reports  -ale-  have  gone  up 
350^5  since  1955.  Of  Netherland's  beei  im- 
ports, 92*     are  Heineken's,  he  added. 


Radio  audience:   \l><    Radio  reports  an  esti- 
mated 56  million  tuned  in  to  the  lie.iw  weight 

fight  between  Sonn)  Liston  and  Floyd  Patter- 
son on  22  J  u  1  \  .  With  heaw    audience  draw, 

ABC  Radio  note-  it  will  continue  t>>  bid  foi 

all  majoi  heavyweight  champion-hip  liszht-  iii 

the  future. 


SPONSOR    5    vi  (..  m    [963 


11 


'SPONSOR-WEEK 


Top  of  the  news 

in  tv/radio  advertising 

(continued) 


Clash:  Sharp  clash  of  opinion  between  new 
FCC  Commissioners  Loevinger  and  Cox 
arose  last  week  over  the  question  of  an  estab- 
lished broadcaster's  right  to  challenge  a 
grant  made  without  hearing  to  a  new,  third 
competitive  station  in  his  market.  FCC  had 
refused  to  reopen  for  hearings  its  grant  to 
new  am  applicant  KZIM  in  Cape  Girardeau, 
Mo.,  on  petition  of  existing  station  KGMO. 
Latter  claimed  competition  would  damage 
him  and  force  him  to  curtail  public  service 
programing.  Cmr.  Kenneth  Cox  had  dis- 
sented from  the  FCC's  refusal  to  reopen  the 
case  after  grant  without  hearing  was  made, 
and  cited  six  other  instances  in  which  chal- 
lenge to  similar  grants  brought  a  reopening. 
In  a  stinging  reply,  and  in  terms  redolent  of 
his  antitrust  lore,  Cmr.  Lee  Loevinger  said 
rule  of  precedent  could  not  apply  forever  in 
individual  cases;  that  the  petitioner,  while 
citing  the  famous  Carroll  case  in  which  Ap- 
peals Court  remanded  a  similar  instance  to 
the  Commission  for  hearing,  had  not  pre- 
sented the  necessary  facts  of  economic  loss — 
only  the  assertion.  Loevinger  took  a  swipe  at 
the  "murky  institutional  style"  of  FCC  opin- 
ions in  general,  while  he  was  at  it — and  in 
the  precedental  bases  cited  by  his  fellow 
added  that  he  does  not  think  this  particular 
denial  to  reopen  would  be  precedental  in 
other  cases  to  come. 

QXR  net  transmission:  Effective  1  Septem- 
ber, all  QXR  Network  program  feeds  will 
be  via  tape.  Of  47  stations  on  good  music 
lineup.  16  have  been  connected  by  live  off 
the  air  relays.  Decision  was  reached  at  Syra- 
cuse meeting  last  week  to  feed  all  shows  via 
tape.  Live  connections  were  in  Northeast. 
Reason  for  change.  QXR  reported,  was  be- 
cause stereo  live  relays  were  difficult  and 
signals  from  one  station  to  another  were 
suffering  from  interference. 


Esty  ups  Mortimer:  Charles  G.  Mortimer, 
Jr.  has  been  named  v. p.,  television  program- 
ing, for  William  Esty. 
Mortimer,  who  joined 
the  agency  in  1957, 
was  formerly  pro- 
gram production  man- 
ager and  supervisor 
of  on-the-air  program- 
ing for  ABC-TV.  He 
is  the  son  of  the  chair- 
man of  the  board  of  MORTIMER 
General  Foods. 

Bellus  to  Cleveland:  Dan  E.  Bellus,  former 
director  of  advertising  and  promotion  for 
Transcontinent,  has 
been  named  station 
manager  of  radio  sta- 
tions WDOK  and 
WDOK-FM,  Cleve- 
land. Prior  to  Trans- 
continent,  he  was  di- 
rector of  sales  devel- 
opment and  promo- 
tion for  KFMB-TV/  BELLUS 
Radio,  San  Diego  and  general  sales  manager 
for  KFMB  Radio.  All  are  Transcontinent 
stations.  Bellus  is  national  president  of  the 
Broadcast  Pioneers. 

NBC  secures  news  wire  service:  The  net- 
work's news  department  inaugurated  a  wire 
service  to  make  reporting  immediately  avail- 
able in  item  form.  Linking  N.  ^  .  and  Wash- 
ington, it  will  not  displace  any  regular 
service  but  will  carry  NBC  coverage  strictly. 
It  is  a  culmination  of  the  network's  expanded 
number  of  new>  shows  and  reporting  facili- 
ties. NBC  News  executive  v.p.  Bill  Me  An- 
drew reports  the  operation  "can  develop  into 
a  much  more  comprehensive  one,  and  might 
be  made  available  outside  NBC."  Bert  Ivy. 
Washington,  will  edit  the  service. 

SPONSOR-WEEK  continues  on  page  14 


12 


SPONSOR    5    M  <.i  m     l""; 


Now  united  under  the  strong  and 
progressive  ownership  of  SOUTH 
EASTERN  BROADCASTING 
CORPORATION,  with  general  of- 
fices in  Greenville,  South  Caro- 
lina, these  three  television  sta- 
tions and  their  AM  and  FM 
affiliates  offer  to  advertisers  sig- 
nal coverage  of  approximately 
1  -million  homes  in  five  of 
the  prosperous  states  in  the 
Southeast! 


Each  of  the  three  stations  is  a 
long  established  and  well  man- 
aged broadcasting  organization, 
and  an  integral  part  of  the  re- 
gional area  it  serves.  The  stations 
invite  your  inquiries  individually; 
or,  we  welcome  your  interest  in 
advertising  in  all  three  markets 
through  the  national  representa- 
tion of  Avery-Knodel,   Inc. 


WBIR-TV 

World's  Tallest  Tower 
KNOXVILLE,  TENNESSEE 

WFBC-TV 

Giant  of  Southern  Skies 
GREENVILLE,  SOUTH  CAROLINA 

WMAZ-TV 

The  Rich  Middle  Georgia  Market 
MACON,  GEORGIA 


Southeastern  Broadcasting 
corporation/-' 

Greenville,   South    Carolina 


Represented  by 
Avery-Knodel,  Inc 


SPONSOR  5   Met st   1963 


:  Top  of  the  news 


"SPONSOR-WEEK 


1  (continued) 


Color  tv  growth:  Zenith  reports  color  tv 
rapid  growth  contributed  substantial  in- 
creases in  sales  and  profits  in  first  half  'of 
1963.  Sales  and  earnings  for  company  hit 
all-time  records  for  period.  Distributor  unit 
sales  to  dealers  for  color  tv  during  first  half 
increased  nearly  100' ,  .  with  production  and 
factory  shipments  at  levels  exceeding  any 
prior  month.  Subsidiary  Rauland  Corpora- 
tion is  starting  production  of  color  tubes  to 
meet  demand.  Black  and  white  sets  are  also 
at  record  selling  levels,  Zenith  reported. 

Jefferson  Standard  expands:  Broadcasting 
company  has  launched  a  half-million  dollar 
expansion  of  its  WBT-WBT-TV,  Charlotte 
studios.  New  facility,  a  separate  division,  will 
specialize  in  commercial  production  and  pro- 
gram syndication  for  radio  and  tv.  Planned 
for  readiness  1  November,  operation  will  em- 
ploy equipment  and  personnel  to  produce 
color  and  opaque  commercials  and  syndi- 
cated shows.  Called  Jefferson  Productions,  it 
will  service  any  outside  organization. 

Out  of  the  past:  Remember  the  FTC  com- 
plaint against  Libby-Owens-Ford  and  Gen- 
eral Motors  auto  glass  commercials  several 
years  ago?  The  FTC  hasn't  forgotten,  despite 
the  fact  that  LOF  dropped  out  of  tv  in  1960, 
and  hasn't  used  the  commercials  since  1957- 
58.  FTC  last  week  ruled  the  commercials 
spurious  and  ordered  the  companies  to  stop 
using  them.  Rehash  of  old  arguments,  which 
LOF  long  ago  admitted  and  also  noted  had 
been  dropped  even  before  the  first  complaint, 
said  tv  commercials  used  optical  distortions, 
and  so  on.  FTC  again  said  commercials  were 
rigged.  Firms  now  have  20  days  to  answer 
before  the  cease  and  desist  order  becomes 
final.  Since  firms  have  ceased  and  desisted, 
five  years  ago.  revival  of  subject  was  inter- 
preted by  one  source  as  FTC  attempt  to  set 
up  example  for  other  mock-up  cases. 


Network  tv  billings:  First  five  months  of 
1963  showed  network  tv  gross  time  billings 
up  6.2' ,'  ,  TvB  reported  today.  In  January- 
May  period,  ABC  TV  billings  were  $91,- 
991,624,  up  8.7' c  over  like  period  a  year 
ago;  CBS  TV  was  $131,097,520,  up  5.4' ,  : 
NBC  TV  $121,006,868,  up  5.2' ;  .  For  month 
of  May,  ABC  TV  had  $18,339,070.  plus 
6.5'  j  over  month  a  year  ago;  CBS  TV  $27,- 
924,088,  an  increase  of  10$  ;  and  NBC  TV 
$25,304,188,  up  7.7%.  Big  increase  for  all 
networks  was  Saturday-Sunday  daytime,  up 
28.1%.  Nighttime  billings  for  first  five 
months  was  up  but  2.2' ,  . 

Joint  theater-tv  project:  Broadway  opening 
night  will  be  telecast  for  the  first  time  13  Oc- 
tober by  Group  W.  Play  is  "The  Advocate," 
starring  James  Daly.  Though  the  program  i> 
up  for  sponsorship,  it  will  not  be  interrupted 
by  commercial  messages.  "The  Advocate" 
will  be  taped  at  a  tv  studio  in  N.  Y.  after  its 
two-week  tryout  in  L.  I.  Under  the  direction 
of  Herman  Land,  Group  Ws  director  of  cre- 
ative services,  the  play  will  be  aired  via 
WBZ-TV,  Boston;  KYW-TV,  Cleveland: 
KDKA-TV,  Pittsburgh;  WJZ-TV  Baltimore; 
and  KPIX,  San  Francisco. 

Newsmakers:  Willard  H.  Keland  named 
v.p..  corporate  public  relations,  for  S.  C. 
Johnson  &  Son.  a  new  post.  Keland  was  oper- 
ating board  chairman  of  the  chemical  divi- 
sion of  Johnson's  wax  .  .  .  Needham,  Louis 
and  Brorby  has  elected  Thomas  R.  Gorey  and 
John  C.  Trindl,  Jr.  v.p.'s.  Gorey  is  an  art 
supervisor,  Trindl  an  associate  copy  direc- 
tor .  .  .  Paul  Keller,  research  director  of 
Reach.  McClinton,  appointed  research  and 
media  director  in  a  merging  of  the  two  de- 
pa  itments  .  .  .  WTAR  Radio,  Norfolk-New- 
port News,  named  Larry  Saunders  general 
sales  manager.  He  has  been  local  sales  man- 
ager since  1961. 

SPONSOR-WEEK  continues  on  page  46 


14 


SPONSOR/5  august  1963 


The  laugh's  on  us... 
and  so  is  the  action. 
FRACTURED  FLICKERS, 
DICKENS  AND  FENSTER, 
HAVE  GUN  WILL  TRAVEL, 
WANTED:  DEAD  OR  ALIVE, 
and  many  more... 
all  programmed  to  make 
Detroit's  Big  Station 
bigger  than  ever! 

WXYZ-TV®  DETROIT 


An  ABC  Ownid  Television  Station 


Underneath  is  Charlotte 

Beneath  all  the  business  and  bustle  is 
Charlotte.  More  than  100,000  cars  enter 
this  booming  city  on  an  average  day.  And 
you'll  find  more  people  in  the  Charlotte 
75-mile  radius  than  in  a  corresponding 
radius  around  Atlanta,  Indianapolis,  Kan- 
sas City,  and  Minneapolis.  What  better 
way  to  get  at  this  thriving  market  than 
through  WBT  Radio  Charlotte?  For  over  40 
years,  WBT  has  had  the  largest  adult  audi- 
ence for  the  37-county  basic  area.  And 
this  is  the  audience  that  receives  and 
spends  most  of  Charlotte's  $2,612,784,000 
worth  of  spending  money.*  Reach  them 
with  the  station  they  turn  to  for  responsi- 
ble programming,  outstanding  service,  and 
finer  entertainment.  WBT  Radio  Charlotte 
Jefferson  Standard  BroadcastingCompany. 
Represented  nationally  byjohn  Blair  &  Co. 

•lOuaCIl    IU1VCV  Of  BUYINQ  POWtH 


"DATA  DIGEST 


Basic  facts  and  figures 
on  television  and  radio 


Nielsen  radio  report  shows  power  of  medium 

New  Nielsen  report  on  '"Radio  '63"  continues  to  reflect  a  medium 
of  giant  stature  and  reach.  Contained  in  the  report  are  a  number  of 
items  of  interest: 

•  51.7  million  homes  are  radio-equipped,  against  51.1  million 
a  year  ago,  41.4  million  in  1950. 

•  Commercial  radio  stations  in  operation  number  4606,  com- 
pared with  4329  in  1962,  2781  in  1950. 

•  Hours  of  radio  listening  per  U.S.  radio  home  per  week  during 
1962-63,  totals  18  hours  and  50  minutes.  Plug-in  sets  account  for 
10  hours,  17  minutes,  battery  portable  five  hours  and  five  minutes', 
auto  radios  three  hours  28  minutes. 

•  High  point  for  listening  to  battery  sets  comes  between  three  and 
five  in  the  afternoon  when  2.5  million  homes  are  using  portables. 
Auto  radios,  says  A.  C.  Nielsen,  hit  a  peak  between  five  and  six  when 
2.4  million  home  were  using.  Peak  for  plug-in  sets  in  the  home  came 
between  8  and  9  a.m.,  total  being  6.6  million. 

•  Half  of  all  homes  listen  to  plug-in  radios  during  the  nighttime. 
as  the  chart  below  shows.  And  during  the  weekday  bonis.  63.!!'  , 
of  U.S.  radio  homes  listen. 

Accumulation  of  homes  listening  to  radio 


Monday-Friday 

6-noon  /  noon  6 


7  nights 
6  mid.  /  mid-6 


%  total  U.S.  radio  homes       63.8% 


millions  of  homes 


32.6 

51.7% 

50.1% 

26.4 

25.6 

16.0% 


8.2 


hours  per  home         6:21 


4:56 


4:11  4:44 

SPONSOR    5    u  Gl  SI    196 


*555  FIFTH 


Letters  to  the  Editor 

and  Calendar 

of  Radio/Tv  Events 


OF  INTEREST  10  ADMEN 

One  ill  the  rare  books  tint  has 
come . i Ion '^  in  man)  years  tint  does 
nut  club  advertising  to  death,  noi 
sensationalize,  but  tries  t<>  deal  w  Ith 
me  forces  of  affluence  that  have 
made  advertising  what  it  is  today  is 
The  Golden  Fleece"  B\  foseph  Sel- 
oen.  Peter  Bai  t  coi  r«  tlj  anticipated 
tint  the  book's  reform  proposals 
will  not  be  greeted  l>\  huzzahs  from 
the  advertising  business,  as  he  noted 
in  the  \<w  Voi k  Times,  bul  it  is  a 
hook  nonetheless  that  even  seasoned 
admen  will  find  ol  more  than  mi  id 
prate  interest. 

Peter  Scott. 

Harmon  Associates.  Marketing  Consultants 

Harmon.  New  York 

<** 
PROPAGANDA  IS  PET  PEEVE 

The  s  Julj  issue  again  illustrates 
m\  pet  peeve  against  articles  used 
in  trade  papers,  quoting  figures  w  itli 
no  source  given. 


The  Sp.nnsli  language  i adii i  and 
I  \  in. ii kel  .11  tn  le  on  page  82  s.i\ s 
k<  ( tR, San  \ntoiiio  puts  it  anothei 
\\  ,i\      In   S.iu    \ntoino    53'  '    o|    tli, 
people  speak  and  tlnnk  Spanish.' 

The  K\\  EX  TV  ad  on  page  68 
s.i\s  "get  the  biggest  share  oi  the 
apple  sell  this  53'  •    Spanish 

speaking  market  .  .  ." 

In  \ iiw  ol  tin-  attached  Hm eau 
ol  (  Ciisiin  figures,  w  li\  are  the» 
people  using  percentage  figures  that 
show  no  source,  and  whj  doesn't 
somebody  .isk  for  verification? 

I   .mi  sun-  that   it    I   W  rote  \  on  on 

tins  matter  and  s.ml  that  WOA1 
would  put  it  tins  w.i\' —  In  San 
\iitoiuo.  l)()'  i  ol  the  people  speak 
and  think  Vnglo." — you  might  .isk 
for  in\  rebuttal  source,  wouldn't 
you? 

Another  little  perplexing  question: 
on  page  58  regarding  El  l'.iso.  the 
article  s.i\  s  "  IV  j    ol   the  El   I' 


'CALENDAR 


U  (.1  M 

Atlantic    Vsaxk.  hi  Broadcasters,  ."n- 
vention,  Newfoundlander  Hotel,  St 
John's,  New  foundland  I  I  8 
\lulti -National  t  ommimicationi  Sem- 
inar, Brandeis  University,  Waltham, 

Miss 

National Conununit)  Television  \".n.. 
2m\  annual  management  institute, 
Universit)  "I  Wisconsin,  Madison 
(11-15 

Georgia  v^n.  ol  Broadcasters,  2nd 
■nnnal  t\  d.i\ .  \l.u  mi.  ( !eorgia  I  I 
Fordham  Universit)  Conference  on 
Educational  Television,  tad  annual 
conference,  Bose  Mill  campus,  Ford- 
ham  1 19-2  i 

Oklahoma   Broadcaster!    kssn~  ..in- 
vention, Western  Hills  st.it.-  Lodgi  . 
Wagoner,  Oklahoma  (2  1-24 
Flahertj    Film  Seminar,  9th  annual 
seminar,  Sandanona,  Verm 
Septembei 

Board  of  Broadcast  Governors,  ; 
tag,  Ottawa,  Canada   27 

SEPT1  MB]  i; 
West  Virginia  Broadcasten  tctn., 
annual  f.ill  meeting,  The  Greenbrier, 
White  Sulphur  Springs 
Arkansas  Broadcasters  Issn.,  fall 
meeting,  Holida)  urn,  \.>itl>  Little 
Bock 

American  Women  in  Badio  and  Tele- 
vision, educational  foundation,  board 
of  trustee  meeting,  Nevt  Virk   7 


Western    kssn.  ol   Broadcasters,  an- 
nual   meeting,    [asper    I'. irk    Lodge, 
Alberta,  Canada   B-ll) 
Badio  Advertising  Bureau,  manage- 
ment conferences,  The   Homestead, 
Hot  Springs,  V...  ,l)  10);  The  Hilton 
Inn.    airport,    Atlanta    (12-13 
Holida)   Inn-O  ntnd,  Dallas    L6  17 
Gideon  -  Putnam,   Saratoga   Sprit 
N.  "J      23-24     O'Hare   Inn,  airport 
Chicago    -  in  1     Octoh  i       Rickey's 
Hyatt  House  Hotel,  Palo  Alto,  Cahl 
I .  >w  ii    I  louse    Motoi     Until. 
( hnaha     7-8       II"     Exei  utive    tnn, 
I),  broit    14-15 

Radio-Television      News      Directors 
\nmi..  1  sth  intern. itinh.il  conferei 
Radisson  Hotel,  Minneapolis  (11-14 
American  Women  in  Badio  .in<l  tele- 
\  ision,    souths  est    area    i  onfi  ren 
I  touston,  Texas    I  H5 
\r«    York    State     \1'    Broadcasters 
Issn.,  banquet  and  business  sessi 
Gran-View    Motel,  Ogdensburg 
16) 

Louisiana  tan.  ol  Broadcasters, 
vention,     Sheraton     Charles     Hotel, 
\i  \\  ( >rl.  mis  i  1">-  IT1 

Bourns  Broadcasting  <  .>  .  Uml<l- 
itn  meeting,  Bank  ol  Delaware  Build- 
ing, Wilmington,  Delaw 
American  tan.  of  Advertising  Agen- 
cies, Western  region  convention, 
Mark  Hopkins  Hotel,  San  I 
19 


I .     .      •   ■  pulatii  hi  ol    276,000 

is   Sp.uiisl,     p.  ikin 
the  1980  i     S.  Cei 

II  the  I     S.  Census  fi  I 

for  El  1  'it  .iuthoMt\ 

enough    foi    San    Vntonio?    Plu 

wouldn't    it    I"    f>  "'i    a ption 

that   I  I   Paso-  on  the   I  nd< 

IiohIi  i     '<. .  ol. I  have  .i  hi  jh<  i  Sp  in 
ish   peri  than  San    \n'  i 

L50  miles  1 1  mil  the  bordi 

\\  r  .  ibjet  t  strenuously  ti  i  tins  t\  p. 
ol  propaganda  unless  sour<  es  that 

•  Hi        \  .illll      .lie        used      to      I). K  k       up 

figures  oi   percentages  quoted 

Rex  Preis 
Station  Manager.  WOAl  Radio. 
San  Antonio,  Texas 

STORY   EXPLAINS    IRTS 

Thank    \  on    so    nun  h    for  tl*      I  5 

fulj  ..it..  I.   ,.,  SPONSOR  on  IB  rS 
under  m)  b)  -line    Vlso,  thanks 
much   for   providing   me  with   the 
lead,   w  hull   formed   the   b  isis   l"i 
t  it  lit  -  article. 

I  nave  bad  .1  numba  "I  m  rtes  and 
phone  i  .ills  about  the  article  w  hi«  1> 
indicate  that  an  explanation  ol  11.1s 
luni  tions  w .is  verj  much  in  ordei 

Th. inks,  again,  for  your  int 
and  for  making  the  pages  ol  SP(  >\ 
St  )li  a\  ailable  f<  n   the  ba<  kground 
information  on  IK  I  s 

Sam  Cook  Oitfes 

Administrative  V.  P 

CBS  Films.  Inc. 

New  York 

QUESTIONS  VOTE 

Bi  i  miIi  astei  s  .in    sti  uggling 
st.mtl\    to   keep   free   "l    shackles 
w  1 1 i<.  Ii   bureau*  •  rnmenl   al- 

ways seems  to  !)•■  trying  to  wind 
tightei  and  tighter  about  ns   t  ml.  1 

those  i  urilinst.ini  is.   olio   WOuld 

poi  t  the  Protestant  (  Mum  I.  t..  Ik-  on 
the   sid<  l     nklj     I 

think    <;  nt    1  l«  »\«  "  \<  I 

\ll  \  I  h\  the  B 

.il  (  oiini  il  ot   (  In  not 

sp.-.ik   fairh    an   opinioi  . IK 

shared  b)   a  majorih   of  tl 
churches  in  this  countn    I  nl\ 

gainst,  with 
tbstenti  rit> 

li\  an\  in.    ■  A  num- 

bering about 

Carleton  0    Bro*n 
President,  WTVL 
Waterville.  Maine 


SPONSOR   5    u  <. i  si    1  <i().; 


I 


Why  WFMJ-TV  bought  Volumes  4  and  5 
of  Seven  Arts'  "Films  of  the  50s" 

Says  Mitchell  F.  Stanley: 

Manager  of  WFMJ-TV,  Youngstown,  Ohio 

"WFMJ-TV  in  Youngstown  has  long  been  established  as  the  absolute  leader  in  fea- 
ture film  entertainment  for  our  five-county  market. 

As  an  affiliate  of  NBC  carrying  the  TONIGHT  SHOW,  we  came  to  realize  early  in  the 
game  that  our  motion  picture  programming  must  be  founded  on  the  principle  of 

Herein  lies  the  reason  why  our  Saturday  and  Sunday  late  evenings  (as  well  as  those 
of  practically  all  area  viewers)  are  reserved  exclusively  for  Seven  Arts'  'Films  of 
the  50's." 

Market-wide  acceptance  of  this  nothingbutthe-best  policy  is  well  indicated  in  the 
latest  A.R.B.  ratings  which  show  our  weekend  presentations  from  Volumes  4  and  5 
delivering  more  total  homes  than  all  local  competitors  combined. 

Needless  to  say,  we  couldn't  be  happier.  Our  clients  and  reps  (Blair  TV),  too,  are  de- 
lighted with  this  overwhelming  endorsement  from  our  truly  discriminating  audience. 

We  look  forward  to  succeeding  volumes  of  great  motion  pictures  from  Seven  Arts." 


SEVEN  ARTS 

ASSOCIATED 

CORP. 


A  SUBSIDIARY  OF  SEVEN  ARTS  PRODUCTIONS.   LTD 
NEW  YORK:  200  Park  Avenue  972-7777 

CHICAGO:  4630  Estes.  Lincolnwood.  III.        ORchard  4-5105 
DALLAS:  5641  Charleston  Drive  ADams  9-2855 

LOS  ANGELES:  3562  Royal  Woods  Drive.  Sherman  Oaks,  Calif. 

STate  8-8276 
TORONTO.  ONTARIO:  1 1  Adelaide  St  West     EMpire  4-7193 


for  lift  of  TV  stations  programming  Seven  Arts'  "Films  of  th*  50's"  see  Third  Cover  SRDS  (Spot  TV  Rates  and  Data) 


"SPONSOR-SCOPE 


5  AUGUST   1963 


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


The  curious  double  moral  standards  of  newspapers  have  again  come  to  the  fore. 

\\  bile  unrelenting  in  theii  i  riticism  "l  Bex  and  violence  on  t\,  newspapers  in  tin 
past  two  weeks  have  presented  ever)  Bordid  detail  of  the  Ward  caae  in  I5nt.nn.  Not 
content  with  simple  reporting,  \ew  York  newspapers  in  particular,  have  used  p 
our  banner  headline-*,  column  aftei  column  of  copy,  to  reveal  every  |  n » -— i  I  •  I  *  -  detail 
<>t  sexual  promiscuity  in  the  •  i 

With  the  possible  exception  <>i  the  Nen  York  Times,  which  has  shown  i e 

restraint,  New  York  newspapers  have  provided  accounts  which  t\  in  it-  darkest 
moments  would  not  dare  t<>  use.  Special  correspondents  have  been  sent  to  the 
scene,  Bide  stories  have  been  added  to  keep  the  story  ^<>in^. 

No  doubt,  the  accounts  have  received  good  "ratings, "  a  goal  often  blasted  on 

t\.     It   is  not  for  us.  however,  to  judge  whetliei    tin-  reporting  WSS  necr--.u\.  01    not. 

But  it  is  a  time  to  ask  whether  newspapers  have  the  tight  to  see  the  mote  m  otha 
-  when  they  themselves  take  every  opportunity  to  report  complete  detail-  of  such  .i 
•  .i-e.  Newspapers  generally,  while  pursuing  a  policy  of  righteousness  on  their  tv  paj 
have  -lioun  little  restrainl  whatsoever.   H\  what  standards  do  they  judge-  themselvi 

Perhaps,  it  is  time  for  a  newspaper  code  board.    Or  the  time  may  be  now  to 

promote  the  righteous  t\  editor-  to  evaluating  general  news. 


Shades  of  the  penny  arcade: 

Commereial  Photography  Division  of  I  nited  Press  International  has  come  np 
with  "Cinebox,"  a  device  capable  of  showing  40  different  sound   motion   pictures 

without  (hanging  reel-.  Machine  resembles  coin-operated  "jukebox*1  with  projection 

screen  on  top.  V  iewer  can  select  color  sound  films  just  as  he  would  pick  tun 

Marketing  is  aimed  at  trade  exhibits,  conventions,  fairs,  etc.  Could  be  used  bj 

t\  concerns  promoting  sale  of  films,  displaying  commercials,  etc. 


Airline  interest  in  broadcast  media  continues  to  grow. 

Gross  hillings  in  spot  tv  alone  will  he  near  $10  million  in  1963,  in  contrast  DO 
one-fourth  that  amount  two  years  ago.  The  leader-  are  in.  and  now  some  of  the  smaller 
airlines  are  starting  to  use.  Pacific  Southwest  Airline-,  via  Gross  and  Roberts,  is 
latest,  with  radio  and  tv  spots  in  San  Francisco,  Los  Angeles,  and  San  Dm 


Daytime  tv  newscasts  audience  potential  cannot  be  underestimated. 

Harry  Reasoner's  CBS  TV  has  gained  steadily  in  the  rating  picture  -mce  it- 
start  two  years  ago.  Over  the  past  season,  average  minute  rating,  according  to  Niel- 
sen, was  H.Ll.  -hare  35.4*  ,  ,  average  minute  homes   1.1   million. 

Doug  Edwards  later  in  the  afternoon  has  i  8.6  average  rating,  .i  39.8*  i   -I 

delivering  -\.'.\  million  homes. 


Unmeasured  tv  audience  is  growing  source  of  complaint. 

One  station  operator  points  out  his  area  ha-  heavy  -unimer  viewing,  with  nar\ 
.m  Audimeter  in  -ight.  I'nmeasured  tv  audience  in  re-ort  area-,  phi-  growing  US) 
portable  tv  sets,  will  be  cited  more  and  more,  much  a-  now  being  done'  bv  radio. 

1/5  alglsi    1963  I" 


"SPONSOR-SCOPE 


1     (CONTINUED) 


Homes  watching  evening  shows  holds  high. 

But  average  audience  ratings  are  showing  decline.  Analysis  from  A.  C.  Nielsen 
shows  AA  this  spring  for  hour  shows  at  17.8,  off  from  18.3  a  year  ago.  Half  hour 
shows  A  A  was  17.6,  down  from  18.1  a  year  ago. 

While  AA's  dropped,  homes  held  at  8.9  million  for  average  hour  show,  8.8 
million  for  half  hour  show. 

Comparison  of  Average  Minute  Audiences 
(March-April  each  year) 

60  MINUTE  30  MINUTE 


YEAR 

AVG.  AUO. 

AVG.  HOMES 

AVG.  AUD. 

AVG.  HOMES 

1963 

(%) 

17.8 

COOO) 

8,900 

(%) 
17.6 

COOO) 

8,800 

1962 

18.3 

9,000 

18.1 

8,900 

1961 

19.2 

9,000 

18.2 

8,800 

1960 

19.0 

8,600 

17.3 

7,800 

Will  tv  sell  building  materials? 

United  States  Plywood  thinks  so.  In  letter  to  ABC  TV,  Plywood  reports  on 
"before  and  after"  study,  one  conducted  in  September  1962  at  beginning  of  tv 
campaign,  the  other  in  March  1963  near  end  of  campaign.  The  results: 

Consumer  awareness  of  Weldwood  brand  name  increased  significantly. 

Consumer  attitude  toward  Weldwood  panelling  showed  significant  improvement. 

Comparison  between  viewers  of  the  shows  on  which  Plywood  advertised  and 
non-viewers  revealed  more  significant  differences  in  both  awareness  and  attitude,  with 
the  variables  higher  for  the  viewer  group. 


WDSU-TV,  New  Orleans  has  its  own  "road  show"  —  and  is  getting  results. 

"Caravan"  is  mobile  TV  tape  unit,  and  is  staffed  by  the  various  local  person- 
alities on  station.  Not  only  have  the  letters  of  praise  rolled  in  from  the  communities 
visited,  but  "Caravan"  is  proving  strong  promotion  and  audience  building  tool. 


College  Students  aren't  very  media-minded. 

So  one  would  gather  from  survey  prepared  by  College  Radio.  Two-thirds  of 
students  said  they  virtually  never  watch  tv.  Half  don't  read  the  Saturday  Evening 
Post,  60%  don't  read  Look,  35%  haven't  read  recent  issues  of  Life. 

Radio  came  out  better,  with  66%  saying  they  had  listened  last  night,  while  35j  '< 
said  they  listened  to  campus  station. 

When  it  came  to  smoking,  47%  said  they  did,  with  three  out  of  four  smoking 
filter  tips. 

20  SPONSOR   5   august  191 


'SPONSOR-SCOPE 


(CONTINUED) 


Wednesday  at  9  p.m.  Mark  it  as  a  tv  time  period  to  watch. 

In  a  preseason  "performance  appraisal,"  NBC  I V  lias  taken  .1  hard  look  .11  the 
forthcoming  head-on  battle  between  tin-  top-rated  AIM!  and  <  BS  competition  Ben 
c.tisry  ami  licirrly  Hillbillies  versus  Herb  Brodkin's  new  entry,  Espionagt  I 
1-  -lid  1  ng  in  the  TvQ  reports,  NBC  notes,  down  35' !  among  young  adults  in  the  past 
year,  1-  Losing  young  adult  viewers,  while  gaining  among  ovei  10  adults,  according 
to   UtB  data. 

Casey's  share  in  May  L963,  the  appraisal  continues,  was  .1  mere  50* ,    in  the 
Nielsen  National  Reports,  down  from  .~>7' ,  in  January  ! 

\-  for  Hillbillies,  NBC  said:  "TTie  reorientation  oi  viewers  in  the  Espioru 
hour  is  a  foregone  conclusion  for  the  1963-64  season.  To  just  what  extent  Beverly 
Hillbillies'  audience  will  decline,  of  course,  is  open  to  speculation,  but  it  is  logical 
to  assume  thai  some  homes  viewed  Hillbillies  this  season  1-  .1  marginal  choice  rather 
than  watching  the  second  half  hour  of  Going  l/\  // m  on  \BC  01  Perry  Como  on 
\i:< 

\\  ith  a  cost  of  $21,000  per  minute,  and  a  2 1' ,   share,  NBC  TV  figures  Espiot 
cpm  at  $2.60. 


TvB's  annual  meeting  this  year  promises  great  interest. 

Two  key  speakers  arc  already  set     Alberto-Culver's  Leonard  Lavin  and  Father 
VI  illiam  Hogan  of  Ford  ham  University.  Latter  has  worked  on  number  of  projects  foi 

1      S.  Steel  and  i-  expert  in  the  l>u-inc-s  world. 

Session  is  in  Chicago  this  November. 


KETV,  Omaha  has  come  up  with  an  off-beat  approach  for  a  local  advertiser. 

Turning  to  local  talent.  KKI\  staged  a  musical  tour  oi  Broadwa)  in  prime 
time  (9  to  10  p.m.)  last  Friday,  preempting  network  -how  Premiere.  Following  num- 
ber of  presentations,  -how  tvas  Bold  to  Countryside  Village,  i  local  shopping  center. 

Sponsorship  believed  first  major  plunge  into  t\    b)    merchant-  who  banded  together 
for  the  program. 


CBS  TV's  Sunday  Sports  Spectacular  is  building  an  impressive  record. 

I  ate  afternoon  program  has  built  steadily  since  series  -tart  in  I960,  reaching 
nearly  -i\  million  homes  recently.  With  modest  post,  series  is  producing  s  cpm  in  the 

$3  range.  Briefly,  the  Nielsen  track  record  look-  like  this: 

Average  Audience 


Skan 

Hating 

Homes 

1960 

26.1 

7.9 

3,571,000 

1961 

36.5 

10.7 

5,0Ol.n 

1962 

39.7 

1 1 JS 

5,646,000 

L963  10.8  12.0  'f.i.ooo 


"•BOI/5  august  1963  21 


"SPONSOR-SCOPE 


(CONTINUED) 


Is  Oren  Harris  preparing  editorial  bill? 

Although  he  praised  broadcaster  editorializing  in  Georgia  recently,  he  may 
have  been  holding  a  bill  to  tighten  FCC's  fairness  requirements,  behind  his  back. 

The  Commerce  Committee  chairman  didn't  say  yes  and  he  didn't  say  no  on 
whether  new  legislation  was  needed  to  set  more  "fairness"  rules  for  broadcasters  to 
editorialize  by.  He  implied  there  might  be  rules  needed  to  cover  hiring  of  newscasters 
and  commentators,  if  latter  follow  licensee's  editorial  viewpoint.  He  said  Congress 
had  a  right  to  look  into  these  touchy  matters,  and  he  said  Rep.  Moss'  bill  requiring 
reply  time  for  any  political  candidate  coming  under  editorial  broadcast  attack, 
might  be  "doctored"  to  suit  the  fair-shake  situation. 

There  was  no  disagreement  with  his  statement  that  Congressmen  and  political 
candidates  in  general  are  not  so  much  fearful  of  unfair  broadcaster  treatment  as 
they  are  in  terror  of  the  weighty  influence  of  tv  and  radio  on  public  opinion  in  general. 

FCC  meanwhile,  trying  to  forestall  legislative  straitjacket  for  editorials,  began 
sternly  spelling  out  its  fairness  requirements.  Licensee  must  send  a  transcript  of  any 
personal  attack  on  an  individual  or  organization  in  any  type  of  controversial  broad- 
cast, offering  reply  time.  If  a  non-candidate  attacks  either  a  candidate  or  controversial 
issues  on  the  air  station  must  send  script  to  candidates  concerned  and  offer  chance 
for  reply  by  "an  appropriate  spokesman."  Latter  solution  has  no  appeal  whatever  to 
Congressmen,  who  have  made  it  plain  they  want  to  speak  for  themselves.  Finally,  in 
issues  of  racial  integration,  Negro  leaders  and  groups  must  be  given  equal  oppor- 
tunity to  air  their  side. 


Campbell  Ewald  has  brought  all  account  groups  together,  except  for  Chevrolet. 

In  move  designed  for  efficiency,  and  to  improve  service  to  clients,  Detroit 
account  groups  have  been  brought  to  one  floor  of  Argonaut  Building.  John  V.  Doyle 
has  been  upped  to  senior  vice  president  to  manage  the  accounts,  with  exception  of 
Chevrolet.  C-E  president  Thomas  B.  Adams  believes  consolidation  will  result  in 
better  exchange  of  ideas. 


Men,  women  or  children,  Rifleman's  got  them. 

Study  of  five  year  network  track  record  of  Rifleman  by  Four  Star,  which  now 
puts  the  program  into  syndication,  shows  almost  equal  division  of  audience.  Shares 
for  each  group  for  all  years  are:  men,  32.1% ;  women  34.7%,  children  33.2%. 


22 


Forget  the  entertainment  Just  give  us  the  facts. 

In  a  move  which  might  wreak  havoc  in  the  restaurant  business  if  followed  on 
Madison  or  Michigan  Avenue,  a  Honolulu  advertising  agency  has  told  media  repre- 
sentatives that  business  entertainment  is  eliminated.  In  a  letter  to  radio,  tv,  news- 
paper, and  magazine  salesman,  Milici  Advertising  Agency  called  entertainment  "a 
business  extravagance  and  time  consumer  that  neither  of  us  can  afford." 

Henceforth,  discussions  of  time  and  space  buying,  media  changes,  and  budgft- 
will  be  discussed  in  the  office. 

Without  doubt,  the  Honolulu  practice  will  not  spread  to  the  mainland. 

SPONSOR/5  aucust  196 


New  Tappan  Zee  Bridge  spanning  the  Hudwn  River 


Breakers  at  Big  Sur,  California 


I 


to 

^^^^^^__                  the 

Pacific  Sea 

*$     "             ■ 

~  ^ 

w^^             ^^~ 

S^  ■^'■i*-                                    _H2fc«^r-- 

WGN  Radio  reaches  the  largest  audience  of 
any  broadcast  property  west  of  the  Hudson  * 

WGN  IS  CHICAGO    VVGN 


SSS0"     '>      \l   (.1    M       [ 


*NCS.  1961 


r 


Starting  September  2,  we  are  giving  afternoon  programming  (4:00-6:30  p 

back  to  the  adults  and  teens  —  everyone  old  enough  to  b/ 

Starting  at  4:00  p.m.  decision -making  buyers  will  turn  to  Adventures  in  Parade 

followed  by  Rifleman  at  5:00,  Dick  Powell's  Zane  Grey  ^^^^ 

Theatre  at  5:30,  and  Total  Information  News  at  6:00.     111?  ^^^^fcs     L 
Have  a  product  adults  buy? 
Sell  it  4:00  to  6:30  on 


SPONSOR 


5  AUGUST  1963 


Sos 


ere  src. 


S/o/> 


[Print  says:  We'll  bury  you 


tflSOR    5    u  ,.,  s, 


Magazines  and  newspapers  mount  new  hate  campaign 
against  radio  and  tv  in  wave  of  destructive  selling 


Tin  trouble  vv  ith  t\  is.  quite  frank- 
K     ili.it   onl)    poor  people  look 

,.t  it 
This  makes  it  hard  for  advei  tis<  rs 
Even  the  cheap,  hulk  items  waste 

must  lit  their  t\   budget,  since  no! 

I  >i  1 1  \    .in    the  \  ii\\  crs   p  H  ir  l>nt   .ils.  i 

stupid.    Thej  re    badlj     edu«  al 

therefore  it  takes  repetition  to 

the  s. ills  mi  ssage  a<  r<  tss 
I  nfortunatel) .   must    peopli 

irritated    .it    being    tultl    the    same 


thing  over  and  ovei  again,  so  h  nl 
in  <|in  in  \  defeats  its  om d  purp 

Not  tli.it  it  isii  t  d<  wmed  t  •  failure 
,in\  w  ,i\     sim  e   onl)    about 
.idnlts  watch  the  sin. ill  si  reen    \ml 
don't  believe  what 
the>  see  oi  I 


If  ai       f  tins  faj 
sti ih«s  .i  readei  as  unusual,  it  tin 
onlj  one  thing   1 1< 

■  .i  print-media  presentati 


Living  the  good  life 

('uncut  presentation  by  LIFE  magazine  is  refreshing  change  in  more  than  one  way; 
song  &  dance  act  doesn't  knock  anybody — not  even  broadcast  business  but  sell  book's 
own  virtues.  Producer  Nat  Greenblatt  is  an  alumnus  of  CBS  and  Group-W  programing 


Must  admen  are  familiar  with 
sonic  of  these  arguments.  Most  sea- 
soned veterans  of  Madison  Avenue 
can  pick  the  loaded  questionnaire 
,ind  the  syllogismic  argument.  Some 
of  these,  let's  say  right  out,  have 
come  from  the  broadcasting  busi- 
ness. 

Bui  seldom  has  there  been  such 
a  concerted  barrage  of  destructive 
selling  as  currently  is  aimed  at  ad 
managers  and  agencies.  The  news- 
papers and  magazines  appear  to 
have  abandoned  any  idea  of  selling 
their  own  virtues  and  are  training 
their  heaviest  guns  On  radio  and  tv. 

I  hading  the  bombardment  is  a 
new  presentation  b\  the  American 
Newspaper  Proprietors'  Association, 
entitled  "A  Change  in  Value."  He- 
leased  two  weeks  ago  amid  a  Hurry 
ol  print-trade  publicity,  the   \\l'\ 

project  sets  out  the  dubious  thesis 
that,  because  (here  now  are  more 
t\    sets   than  existed   ten  years  ago. 


the  medium  has  been  diluted  in 
value. 

The  Alice-in-Wonderland  logic  of 
this  is  crystallized  by  ABC  TV  re- 
search director  Paul  Sunken:  "It's 
like  saying  a  billboard  has  more 
value  when  only  two  cars  are  pass- 
ing than  when  there's  a  traffic  jam." 

Few    media   directors    are   likely 


to  fall  for  this  line.  However,  apart 
from  the  inspired  lunacy  of  ANPA'- 
central  theme,  the  presentation  alsc 
employs  false  statistics. 

Whether  ignorant  or  malicious 
the  newspapers'  claim  that  onh 
12.6'r  of  viewers  actually  wat< 
during  station-breaks  is  likely  t( 
prove  a  boomerang.  Research-ori 
ented  admen  have  already  picket 
this  point  to  pieces,  and  the  resul 
is — by  extension — an  unwillingnes 
to  accept  other  documented  "facts 
which  grace  the  study. 

The  station-break  booboo  was  th 
contribution  of  a  tv-station-operat 
ing  New  York  tabloid,  the  Dail 
News,  whose  own  profit  from  trut 
and  accuracy  is  reflected  in  the  fac 
that  its  circulation  todav  is  less  tha 
it  achieved  in  1942.  The  ANPA  a] 
parently  accepted  at  face  value  tl 
News'  contention  that  spot  tv  ac 
vertisers  are  wasting  their  mom 
because  no-one  looks  at  their  con- 
mercials. 

The  ANPA-Daily  News  tact 
was  simply  to  take  a  piece  of  legit 
mate  research  (carefully  vetted  b 
forehand  by  the  American  Researc 
foundation)  and  then  blithely  mi 
apply  this  to  a  totally  different  s 
of  conditions  —  without,  of  coin- 
mentioning  the  fact  in  their  prese 
tation. 

"Seldom,"    comments    TvB's 
search  director  Harvey  Spiegel, 
the  difference  between  research  ai 
a   sales   presentation   been   .is  vu 
demonstrated." 

For  anyone  who  didn't  see  t 
pea  go  under  the  shell,  here's  bi 
the  trick  is  done: 

The  \NPA-Xews  approach  is 
"show"  that  a  very  small  proporti 


'McCall's/  'Journal'  Back  Survey 
Showing  'Weakness'  of  Daytime  TV 

•      Sept      6     McCall's    Light,"  and  "E 
//     ne  Journal,  who  e    TV),   and   "Contenti 
lei   i  TV  i      Sumi  ^ 


p  "ti  a  survey     pi< 
"  ^u!jvc1 1 


incihm  ii" 


When  ladies  get  together 

McCall's  and  the  Journal  sponsored  stud)  which  uncovered  alleged  shortcomings  n 
tunc  t\.  ('loser  studj  reveals  tliat  survej  was  constructed  in  a  manner  which  could  x 
onlj   inn    result.  Guess  what?  Only  the  old  and  ignorant  watch — in  McCalls  r< 


26 


SPONSOR/5  august 


cil  .ill  .uliilis  111  the  Nev  ^ < >i k  mai 
ket  s.i\  th.it  the)  watched  "//  ol  the 
Itation  break  w  ithout  sw  itching  t<  i 
inothei    channel,    sewing,    eating, 
talking,  <>r  doing  othei  things. 

However,  the  base  used  Foi  .ill 
tlun  percentages  in  the  presenta- 
■on  is  the  area's  <i<lult  population 
.mil  not  the  "'  >"':'-  audit  m  e  sin 
iounding  the  station  break— a  hap- 
p\  w  ,i\  ol  coming  oul  w  ith  small 
percentages 


average  break  and  1,285,000  viewed 
afterw  ard 

I  In    t  •  >iiii agenc)   practice    in 

estimating    break    audieni  es    is    to 
average  th<   before  and  aft<  •  audi 
!  in  e    In  tins  i  .im     the  a\  erage  is 
;  168,000;    tins    is    the    Bgun    an) 
agenc)  w ould  use  in  its  own  i  .il<  u 
lations    I  he    Wl'\  IMev s'  own  r< 
pari  \v. is  tint  2  595,000  people  wi  re 
in  the  room  w  itli  the  set  on  dui  ing 
station  break;  thei  w ords   then 


r<    thai     17000 

id<  is  .mil  infoi mation  From  m  i 
/im  s   i ml)  i   from  teli 

\  isimi 

I . .   no-oni      sin |n is.     it    follow s 
thai   th.  s,    I.  1. 1. 1 s   find   m 
ni  ir<    us.  tul  than  t\ .  th 
mori  ibl)   ill  | 

/im-  .ids  th. in  ti  ■  ! 

i. ils  .mil  tint  h       .      .1  the  prinl 
hunks  .in  helpful 

infoi m.iti\ i  .mil  mi.  resting    Vnci 


HOW  MEDIA  ARE   RATED 

Per  Cent  ol 

Newspapers 

Adults  Wh 
TV 

o  Give-  High 
MsuraziiMfl 

Snil  «•    (() 

Rad 

"I»  first  to  Introduce  MR  products' 

60% 

7  1% 

57% 

45% 

"Has  Interesting  and  imu^maiivi'  ads" 

54 

66 

67 

37 

"Gives  a  good  description  of  the  products  t  need" 

60 

57 

59 

40 

"Shows  good  taste  in  the  advertising  it  curries 

63 

47 

64 

44 

"Carries  advertising  that  can  be  trusted 

58 

41 

57 

40 

"Tells  you  all  you  need  to  know  when  buying  a  new  product' 

50 

40 

48 

34 

"Sticks  to  the  facts" 

63 

40 

56 

41 

"Gives  useful  information" 

71 

58 

65 

54 

"Tells  me  where  I  can  buy  things" 

83 

53 

41 

56 

"la  meant  for  people  like  me" 

61 

52 

50 

45 

1 

t 

1 

Vhen  figures  end  and  interpretation  begins 

tolling  conducted  for  the   \\1'\  turns  up  interesting  comparison 
(wstionnaire  is  shaped  in  terms  which  produce  answers  which  .iii 
MMch  is  legitimate  bul  is  ol  littl.   value  to  them.  Questioning  <lu 

In  tins  version  <>t  thimblerigging,       own  measuremen 

nl    Mili|i-i  ti\  i     OSSI  s 

mst  automatically 

si 1 1  i  \  oke  new  kn 

t  w  .is  equal  to  B' 

sments  ol  med 

1    l\ol      III   \\  s|).ip< 

>u ledge,  miri  1' 
&        ire  the 

.i.  I>\   i  onsumers    1  asurpi  i 

rs      \d\  i  rti- 
pr>  (In  table  i' 

people  w  ho  read:  th< 

he  adult  population  of   11,482,000 

(•presents  Kxr, .  The  total  number 
iewing  during  the  average  hour  is 
MH7.000,  or  33.2X.  The  number 
•Im  switched  oil  the  set  or  left  the 
oom  during  the  station-break  is 
.IJJiKH).  The  number  ol  people  in 
oom  with  set  mi  during  part  or  all 
it  the  break  is  2,595,000,  or  2 

The  newspaper  "reseanlieis"  then 

•me   disqualifying:    people   in 

he  room  with  set  on  who  also  were 

oing  something  else,   and   people 

•  hi)  reported  being  in  the  room  For 

portion  of  the  break. 

Eliminating  all  of  these,  they  an- 

•linee  that  only    12.61   ol    the  total 

dult  population  remains 

However,  the  presentation  does 

icntion  two  additional  figures:  that 

061,000  adults  viewed  before  the 


ol  the  before  <n  alter  a\ erage 
Where  did  all  the  people  go? 
In  the  war  againsl  broadcasting, 

the  print  media  don't  rel\  onlj  upon 

chicanery  with  numbers.    \  recenl 
major  stud)  released  b)  the  Maga 

/ine  Publishers    \ssn.  builds  its  ca» 
through  another  established   t.utu 

the  loaded  questionnaire 

Part    TWO    ol       \    Stud)     ol     the 

Magazine  Market  '  prepared  b)  the 
Market    Research    ( !oi  poration    "t 

America,  puts  forward  the  astonish 
ing  claim  that  there  are  tw  o  sepai 

ate  and  identifiable  groups  ot  ] 
pie  within  the  nation  —  magazine 

readers,  and  t\    \  ieWO  5 

The    magazine-readers    can 

( curse,    be    recognized    b)     then 

bi  ighl  e\  es.  bush)   tails  .md  I  .1 1 u  oln 

(  untinent.tls      153  ol  people  earn 


more  moiie\    are  better  edu<  al 
and  bin  more  ot  all  good  thil 
Uthough   t\    reachi 

Aineiiean  homes    these  homi  s  Hi-  in 

some  m)  sterious  fashion  thi 
onl)   For  deadbeats    misl  "ms 

.md.  presumabl) .  magazine  publish 
.  is  \n\  adman  who  wants  to  know 
how     tins    apartheid     is    derv 

should  steal  a  look  at  MR<    \  -  ■  j 
tionnain  9 

'Ik  r   pi-  that 

admen  are  being  hit  with  concerns 

A.i\  time  t>  le\  is' 
McCall's    .md    the    Lad        H 
[ournal;  the  pa  |  I 

Hooper  In     rhis  si 

\l    ie  than   v 

\  iewed  did  ■ 

ts    "t    a    particular   program 


•ONSOR   j    m  ,.,  si    P.m..: 


Extensive  gridiron  coverage 
of  college  &  local  contest 
planned  for  radio  this  fall 

Household  Finance  and  United  Motors  Service  sign  for 
Notre  Dame  football  schedule  to  be  carried  by  ABC  Radio 


EXTENSIVE  COVERAGE  of  top 
college  football  games  is  planned 
by  the  radio  networks  this  fall,  as 
well  as  widespread  broadcasts  of 
college  and  high  school  contests 
on  the  local  level.  Only  the  CBS 
Radio  Network  will  not  schedule 
gridiron  contests  on  the  national 
level  in  1963. 

ABC  Radio  will  provide  the  most 
extensive  schedule,  broadcasting  all 
Notre  Dame  games.  NBC  has  a 
number  of  the  leading  bowl  games, 
while  Mutual  has  a  major  plum  in 
the  Army-Navy  contest.  Locally, 
football  coverage  is  widespread, 
with  the  major  college  not  covered 
by  radio  the  exception  rather  than 
the  rule. 

High  client  interest 

Advertiser  interest  in  football  is 
also  high.  ABC  Radio  is  set,  while 
NBC  Radio  and  Mutual  have  op- 
tions out  on  their  games. 

With  its  coverage  of  Notre  Dame 
games  for  the  sixth  consecutive 
year,  ABC  Radio  has  signed  House- 
hold Finance  to  fully  sponsor  the 
network's  half  of  the  game,  ABC 
Radio  president  Robert  R.  Paule) 
announced  last  week.  The  other 
half  is  open  lor  local  sponsorship. 
In  addition.  United  Motors  Serv- 
ice Division  ot  General  Motors  lias 
picked  up  the  tab  for  the  network's 
half  of  the  ten-minute  pre  and  post- 
season game  shows.  Agency  for 
Household  Finance  is  Needham, 
Louis  and  Brorbv ,  while  Cainpbell- 
Ewald  is  agency  for  United  Motors 
Service. 

The   \  B< .'  Radio  schedule  opens 


28 


2<S  September  with  Wisconsin  at 
Notre  Dame.  Other  games  on  the 
schedule  are:  5  October,  Purdue; 
12  October,  Southern  California;  19 
October,  UCLA;  26  October,  Stan- 
ford; 2  November,  Navy;  9  Novem- 
ber, Pittsburgh;  16  November, 
Michigan  State;  23  November, 
Iowa,  and  30  November,  Syracuse. 
While  carrying  no  regular  season 
games,  NBC  Radio  has  an  impres- 
sive post-season  lineup.  Five  major 
year-end  games  are  included,  start- 
ing with  the  Blue-Grey  Game  and 
East-West  Shrine  Game  on  26  De- 
cember. The  National  Football 
League  Championship  is  slated  for 
29  December,  followed  on  New 
Year's  Day  by  the  Sugar  Bowl  and 
Rose  Bowl.  While  some  sponsor 
availabilities  still  existed  last  week. 
NBC  reports  it  has  two  advertisers, 
heavily  identified  with  sports,  cur- 
rently  considering   the   broadcasts. 

Mutual  invites  interest 
Mutual's  main  event  will  be  the 
Army-Navy  classic  on  30  Novem- 
ber, which  will  be  half  sold  on  a 
national  basis,  the  other  half  locally 
by  stations.  As  an  added  induce- 
ment to  sponsors.  Mutual  is  mak- 
ing available  a  block  of  tickets  to 
the  game,  as  well  as  pre-game  and 
post-game  festivities  for  the  spon- 
sors. In  addition.  NBC  plans  in- 
clude airing  the  National  Football 
League  contest  between  the  run- 
ners-up  in  the  East  and  West.  Also, 
one  or  more  of  the  Detroit  Lions 
protession.il  games  will  hi'  broad- 
cast. 

( )n  local  cov  erage  ol  lootball  con- 


tests sponsorship  is  both  local  and 
national.  Unlike  tv  where  the 
NCAA  bars  all  but  major  national 
network  coverage,  radio  covers  col- 
lege games  in  city  after  city  ( a  com- 
pelling argument  against  anyone 
who  considers  radio  a  music  and 
news  medium  only). 

Costs  to  advertisers  vary.  Full 
schedule  of  one  Western  college 
team,  for  example,  sells  for  811,500 
for  a  total  of  nine  games.  In  smaller 
communities,  such  as  one  in  the 
middle  west,  full  sponsorship  of  ten 
games  is  pegged  at  83,595. 

Professional  gets  share 
Professional  football  also  receives 
a  large  share  of  radio  cov  erage.  For 
example,  the  New  York  Giants 
games  this  fall  will  be  carried  on 
some  70  stations,  including  seven 
home  games,  seven  away,  and  five 
pre-season  tilts.  According  to  plans 
announced,  the  hook-up  will  be  one 
of  the  largest  independent  netw  orks 
in  the  country  for  sports  coverage 
It  was  created  through  acquisition 
by  Ivy  Broadcasting,  for  its  North- 
east Radio  Network,  of  exclusive 
rights  to  Giants  games  from, 
WNEW. 

Each  station  in  the  Giants'  Foot- 
ball Network  will  contract  indiv idu- 
ally  for  sponsorship  of  the  games, 
with  WNEW  already  having  spon-! 
sorships  from  Howard  Clothes 
L  &  M  cigarettes,  Ballantine  Beer' 
and  A  &  P  grocery  chain. 

Included  in  the  lineup  through- 
out the  Northeast,  are  about  2< 
Yankee  Network  stations  in  Nev 
England,  and  stations  in  New  Yorlj 
and  Pennsylvania.  At  least  tour  50, 
(XX)  watt  stations  will  carry  tin. 
Giants  games:  WNEW;  WNACJ 
Boston;  WTIC,  Hartford,  and  WG1 
Schenectady. 

The  same-  trio  of  WNEW  an 
nouncers  that  previously  covere* 
the  Giants'  will  handle  the  upcom 
ing  season  —  Martv  Glickman 
WNEW  sports  editor  [oe  Has* 
and  Al  DeRogatis.  W  NEW  sport 
director  Kyle  Rote  and  DeRogati 
will  also  do  a  pre  and  post-gam 
report.  Feeding  the  entire  networ 
will  be  WNEW.  ¥ 


SPONSOR    .'.    \i  (.i  si 


\*-1 


Big  regional  buy  of  the  year 

s  ili  .it  -iv  first-run,  one-hours  of  l<<  Stafford  Show  to  Foremost  I). urn-  foi  W  m.irk.  t-  wt  si  of  Mississippi  was  annoum  ed  bj 
e.xecutiv»    iiu    president.  Independent  Television  Corp.  With  releas<   of  option  tim<     syndicators  se<    mon   of  this  typ< 


Execs  see  more  regional 
advertisers  in  syndication 


rin  men  who  know  syndication 
best — the  syndicators  themselves 
—firmly  helieve  that  regional  .id- 
ertisers,  once  the  mainstay  and 
lominant    supporters    <>t    first-run 

MToduct,  in.i\  yet  return,  \lr.in- 
vhile,  .i  numher  <>t  them,  are  mak- 
ing excellent  use  ol  syndicated  pro- 
luctions,  according  to  .1  sponsor 
urvey,  l)ut  not  enough  to  |uxtit\ 
houting  "hallelujah." 


\\  li\  w  .is  there  such  .1  shai  p  nos< 
dive     among     regional     sponsi 
\\  h.it  brought  about  the     pr<  < ipt- 
tous  dumping  "I  s>  ndit  ated  offei 

lilts' 

I  hear  the  experts  tell  It,  the 
n  asons  an  man)  but  foremost 
these:  drop  outs  began  with  the 
passing  ol  good  local  time  periods 
plus  the  slow (1  >w  n  ol  new  and  in- 
viting program  offerings  and,  third- 


ly, the  sponsors'  romano   with  spot 
l)u\  ing  rathei  than  program  buj  ing 
1 1.  11    are  t)  pi<  .il  explanations  as 
advanced  1>\   some  ol  toda] 
most  55  ndi<  ati  u  s 

•  I  l.il  ( k)lden,  * i<  <•  ;  I  and 
director  ol  salt  s  \l<  \  I  \  Film 
Sj  adit  ation  Division  Regi  mal 
sponsors  began  to  decline  in  num- 
bei  about  thre»    01   four  y< 

when  the  networks  started 
t\  ing  their  squeeze  on  prim   I 

•  I  .  ;,  Fixest  n<  dent 
.iiul    general    managi  r.    Four   S 

1  Kstributii  1  I !  1    ••  .1  mal 

.tilv ■  Him  in  dropped  out  ol  the  pit 
ture  about  tin.  1 
oi  the  la<  k  "t  prime  tunc  p< 

•  Iiu  hard  <  larlton,  ■ 


PONSOR  3    u  ,.,  s,    |%  1 


and  general  sales  manager,  Trans- 
Lux  Television  Corp.:  "The  region- 
al advertiser  has  not  disappeared 
completely,  but  he  certainly  has  be- 
eome  more  elusive.  One  of  the  fac- 
tors is  the  decline  of  good  time 
periods." 

How  do  regional  advertisers,  par- 


ticularly those  once  hip-deep  in  syn- 
dication, feel  about  the  present 
gloomy  picture  anent  first-run  prod- 
net?  SPONSOB  asked  Leonard  B.  Fan- 
pel,  advertising  manager  of  P.  Bal- 
lantine  &  Sons,  one  of  the  leading 
brewers  in  the  East  and  a  one-time 
great  exponent  of  the  use  of  syn- 


Among  this  year's  buyers 

Regional  advertisers  arc  still  present  hut  smaller  in  number.  This  year  UA-TV  regional 

advertisers   include  Liberty   Mutual    Insurance  buy   of  six   one-hour  Wolper  Specials 


Recent  regional  purchase 

I  hi   lord  l)h  ision  oi  Ford  Motoi  ( '<>..  \  ia  J.  Waltei  Thompson,  purchased  two  M<  1 V  TV 
half-how    t\    series   foi    dozen    markets.    M    Squad    (above)    goes   into   nine   markets 

30 


dicated  material,  to  comment. 

"In  the  past,  we  have  had  ex- 
tremely good  experience  with  syn- 
dication— particularly  with  Foreign 
Intigue,  Highway  Patrol,  Boh!  Ven- 
ture and  Shotgun  Slade."  Faupel  re- 
calls. "But  we  are  going  through  a 
period  when  very  little  new  syndi- 
cation is  available  and  good  time 
periods  are  all  but  non-existent." 

Will  the  FCC's  decision  to  abol- 
ish television  network  option  time 
have  any  bearing  on  future  plans 
of  regional  advertisers? 

According  to  Faupel,  "the  new 
FCC  restrictions  on  network  option 
time  coming  into  being,  it  is  pos- 
sible that  first-run  syndicated  pro- 
grams may  enjoy  a  revival." 

"We  will  certainly  keep  an  ey| 
on  any  new  developments  resulting 
from  this  order,"  adds  Faupel. 

Spot  buying,  rather  than  program 
buying,  is  also  high  on  the  list  of 
reasons  advanced  by  authoritative 
sources.  Says  James  Victory,  vice 
president,  domestic  sales,  CBS 
Films:  "The  pattern  of  local  and 
regional  program  sponsorship  over 
the  last  three  years  has  paralleled 
the  change  to  advertiser  participa- 
tion buying  in  network  programs. 
Stations,  as  the  networks,  have  be- 
come the  buyers  of  programs  and 
are  setting  their  own  local  program 
schedules  for  individual  or  rotating 
spot  plans." 

John  F.  Tobin,  ABC  Films'  \  ice 
president  in  charge  of  domestic 
syndication:  "Until  a  few  years  ago, 
the  regional  advertiser  exerted  a 
major  forte  in  syndication.  Then  he 
began  to  switch  his  budget  into  spd 
buys  because  of  a  supposed  cost  per 
thousand  benefit." 

Jacques  Liebenguth,  sales  man- 
ager, Storer  Program  Sales:  "There 
are  signs  now  that  many  potential 
program  sponsors  are  weary  "I  be- 
ing in  the  anonymous  safety  ol  spot 
clutter — not  only  regional  but  oa 
tional  as  well." 

Says  the  aforementioned  Golden: 
"Manx    stations 


forms  of  spot 
feature  filmed, 
hours,  further 
available  for  re 

sellin 


are  programing  al 
carriers,  including 
full  hours  and  hal 
reducing  the  timi 
gional  sponsors.  Tin 


ol    spots    by    local    station 
parallels  the  trend  on  the  networks 
hen-    national    advertisers    prefe 


\\ 


SPONSOR    5    u  CI  SI 


196 


the    flexibility    "I    spreading    then 
elevision  sponsorship  among  i  hoice 
minutes  in  \  ai  ious  programs. 
Dui  ing  the  booming  sellei  s  mai 

set  sev<  in  \  >.ii  s  ag<  ■  55  ii'ln  ators 
wi.  doing  business  with  such  big 
Ogjonal  .md  M.iiion.il  spenders  as 
ludweisei  lilst.ill  ('.iilnm  Bal 
.nit  nit-  Jax,  S<  lit"  l'  i  I  hewrys, 
e  .mil  Pabsl  in  tin'  beo  i  ate 
:ui\    Vmong  the  gasoline  spenders 

I    oihn  ■'     I  )   \  Siuii.iN     Sun  (  )|1 

Standard  ( !he\  ron,  \mei  ican  I 
in. i  .mil  Standard  Oil  <>t  Texas. 
\l.in\  tobacco  makers  including 
Vim  in. in  Tobacco,  Brown  c\  W  1 1 
iamson  .md  R.  I  Reynolds  were 
. i i 1 1 \  deep  in  s)  ndicatii  in  bu)  s,  In 
lie  food  categorj  one  encountered 

iuIi   n. lines  .in   1  a\  S    Potato  (   hips. 

1    P    Hood,  Quaker  Oats.  Sweets, 

M'stlc  .md  Kellogg  s. 

Man)    nt    these   one-time   syndi 

ited  film  buyers  are  now   <>nt   of 

tegon  completely  and  report- 

ill\  satisfied  w  ith  their  present  spot 

uying  committments  in  television. 

i.iit  here  and  there  are  pockets  ol 

iscontcnt    ( me  thing  todaj   seems 

I.  mi    in   the  syndication   field.  To 

iuli(  itnrs  as  well  as  regional 

pvertisers,  tell  it.  there  are  indeed 

Ivan  t  ages  to  acquiring  sole  spon- 

rship  of  programs.  Observes  Vic- 

rj :  There  are  still  regional  and 

uheitis.rs    who    continue    to 

ke  lull  advantage  <>t  the  > aim 

tm  sponsorship.  For  example. 
BS  Films  recently  concluded  a  12- 
irket  sale  lor  the  state  ot  Texas 
ith  the  Texas  state  Optical  ( !om 
ui\  on  Have  Gun,  Will  Trax  1 1 
1 1     is     State     ( )ptical    also     pur 
I    \BC    Films'  One   Step   B. 
rid  and  Tobin  notes  that  Montana 
wt  r  &  Light  "purchased  oui    /  C- 
ii    program    for    the    smaller 
irkcts  where  off-network  product 

run. 
Many  potential  regional  adver- 
vho  norinalK  would  sponsor 
n  syndication  because  ol 
r  identification  with  a  par- 
'ilar  series,  now  find  that  there 
t   mam    first-run  syndication 


ny  see  good  future 

-  in  trl«-\  lsmii  Hit 1 1  s\  mill  ation 

iwcver,   see  obstacles  due   to   lack 

'  piopei   time   periods  on   mans    stations 


!  NSOR 


)     \1  (.1   s| 


Abe  Mandell 
Exec  v  p 


Alvin  Sussman 
Vice  president 
WBC  Program  Sales 


.s   available    foi    soli      , 
sorship    uccordii      I     ' 

I         I     >!■  | 

1         ip.iiix     \  i.i   I     \\  .ilt i  i    I  hump 

\K   \    : 

\2  iii. n ' 

last  wi  ■  k 

\l     |       \u„\      Riflcin     • 


Len  Firestone 
V  P  &  Gen.  Mgr. 
Four  Star  Distribution 


M.  J.  Rivkin 
Exec  v.p ,  sales 
UA  TV 


Richard  Carlton 

V  P.  &  Gen.  Sales  Mgr 

Trans-Lux  Tv 


Keeping  eye  on  developments 

I   ■  I       : 

l.il it  I '  B         S 

syndication  material.   He  thinks   first-run 
s\  lulu  ation  m 


\  u  <  pn  sident  in  i  h  u  gi  i  rl  sales  i^r 

l    lllteil      VltiStS    Telt  \  Isimi      I  ■  i  < 

sists  the  regional  .id\' 
cut  but  is  being  hunted  m  his  bu\  - 
i     In     the    I.k  k    of    ;  ' 

tune  periods  made  available  to  him. 
1 ; i i  kni   s.i\  s  do  1.  ^   than 
regional  .u\\  i  1 1  BF«  ted  In  na- 

advertisers    monopolizing 

tune  p ds   have  i  omplaim  d  thai 

t\    is  discriminating  against   them. 
The)  ( harge  that  regional  ,n\- 

els     are     si|iiee/ed     out     b\      th. 
I 

■  l\    in  their  i 
rding    to    Rifltin    who    has 
talked   to  man)    regional   .n\\ 

ers.  the  latt.  I   w  ill  Dot  pur.  : 
et    Until    111': 

able  tun. 

able 

September    I 

l\er 

hi    I' A -TV  pn»m  in 

V.P.  domestic  syndication    ,  r  (  „  j,  , 

ABC  Films 


Hal  Golden 

V.P  &  Sales  Dir. 

MCA  TV  Film  Syndication 


John  F    Tobin 


manufacturers  setting  their  sites  on  tv, 
film  and  equipment  undergo  radical  adaptations 


Designed  for  operating  economy  and  ease  of  maintenance 

First  sale  of  G.E.  four-vidicon  color  film  camera  system  was  to  WSM-TV,  Nashville.  In  center  are  T.  F.  Bost  of  G.E.   (1)   and  John 
H.  DeWitt,  Jr.,  station  president  (r).  Others  (1-r)  are  C.  A.  Reynolds,  W.  A.  Hill,  Aaron  Shelton.  and  Revis  Hobbs,  all  of  WSM-TV 


Technology  fashions  film  as  a  tv  tool 


best  job  for  the  using  medium 
With  motion  pictures  becoming  ai 
increasingly  important  vehicle  to 
tlH>  production  and  release  of  man 
rial  for  television,  our  research  ha 
tried  to  meet  the  special  require 
ments  of  the  video  system  by  devel 
oping  and  introducing  new  film 
designed  to  open  creative  frontier 
in  what  can  be  produced  for  tv." 

This     season,     at     least     801 
nighttime   programs   and   comma 
cials   are  again   on   film.   So  are 
majority  ol  documentaries  and  new 
shows. 

Motion  pictures  have  such  a  tigl 
hold  on  the  syndication  market  th. 
hist  year,  MGM  Telestudios, 
video-tape  producer,  develope 
"Gemini,"  a  system  for  dual  produi 
tion  of  taped  commercials  on  filn 
This  was  done  specifically  to  ma* 
motion  picture  originals  of  the  COT 
mercials  available  for  release-  in  1( 
cal  markets.  Actually,  Gemini 
just  one  of  a  number  ot  outlets  t.q 
producers  have  developed  to  find 


Irs  almost  impossible  tor  a  creative 
adman  today  to  dream  up  a  com- 
mercial that  can't  be  filmed.  So 
many  advances  have  occured  in  mo- 
tion picture  technology  that  the  lim- 
its on  creative  leeway  are  disap- 
pearing quicker  than  you  can  sa\ 
"flying  man  in  the  licit/  rent-a-car" 
or  "Maxwell  I  louse's  cup-and-a-half 
ol  coffee." 

Such  cinema  miracles  would  have 
been  unheard  ol  ten  years  ago,  but 
as  the  cut-back  in  feature  film  pro- 
duction causes  many  ol  the  film  in- 
dustry's best  technical  talents  to 
turn  toward  tv  as  a  source  ol  em- 
ployment, and  as  advancing  tech- 
nology sharpens  the  tools  that  can 
be  used,  they  are  becoming  increas- 
ingly common. 

Most  important  ol  the  major 
breakthroughs  that  have  occured  in 


almost  every  aspect  of  motion  pic- 
ture development  are: 

y  new  color  negative  and  print 
film 

►  perfected  camera  and  transmis- 
sion equipment 

^  transfer  of  tape  to  film  for  syn- 
dicated release 

^  special  optical  effects 

►  location  shooting  with  little  or 
no  artificial  light. 

That  all  of  this  should  happen  is 
no  accident,  according  to  Donald 
E.  Ilyndman.  assistant  v. p.  ol  the 
Eastman  Kodak  Company  and  head 
of  the'  firms  Motion  Picture  Film 
Department. 

\\  c.  as  well  as  other  motion  pic- 
ture film  and  equipment  manufac- 
turers, are  continually  improving 
our  products  and  special  emphasis 
is  given  to  making  our  films  do  the 


SPONSOR 


.)      \1   (.1   si 


191 


reliable  wa)    to  release  footuge  to 
local    stations     Musi    common    oi 
coui se,  li.is  l)icn  the  simple  ii ansfei 
nt  tape  i"  film  I"!    syndicated  re 
lease 

I  In-  dominance  ol  him  .is  .>  t <  1 .  \  i 
simi  production  and  release  vehicle 
has  been  especiall)  prevalent  on 
i olor  show  s  oi  show  s  produced  in 
color,  I  In  tin  lattei  ai ea  a  numbei 
ol  shows  now  released  in  black-and 
white  are  actuall)  produced  with 
color  film.  The  Forethoughl  behind 
tins  is  thai  producers  are  prote<  1 1 1 1 ■_; 
residua]  investments 

\s  color  television  gains  a  largei 
share  ol  the  mai  kel  I  .i  million  units 

\\  i  n    sold  m    I'-Hrl  ' .  it   is  more  tli.m 

probable  tli.it  shows  originall)  aired 
in  black  .mil -w  bite  w  ill  he  re-run  in 

i-olor.  \t  tin-  same  time,  some  mo- 
tion picture  engineers  saj  th.it  .i 
black  and-white  print  made  From  a 
color  original  produces  better  qual- 
it\  t\  pictures  than  a  print  made 
from  a  black-and-white  original. 

\  recent  example  ol  technical 
Improvements  in  motion  picture 
product  which  affects  television  was 
tin'  introduction  <>t  Eastman  Color 
Negative  Film,  T\  pe  525]  I  Fall, 
and  Eastman  ('olor  I'rmt 
Film,  Type  5385    spring,  L963 


\\  illiam  \\  adi    head  ol  the  (  am 
era  depai  tmenl  at   R<  \  u<    Studios 

said    o|     tin      nev     ii  iloi     ii. 
Hi  tin  definition  is  r<  idilj   appai 

int  to  tel<  v  ish m  \  H  w lis    Ms.  i    tin 

new     in  '^.1 1 1\  o    allow  s    ns    to    i<  in  !■  I 

i  oloi  ni' in  .n  i  urate!)  Blues  ar« 
truei  and  i  omplexions  h.o  <  a  mi  in 
real  is  ti<   Inn 

(  i immeri  ial   him  produi  ers  Find 
the  new  negath  e  has  impi  oved  pho 
tographii    spe<  ial   effe<  ts   in   i  oloi 
l  astman  s  I  lv  ndman  i  xplains  that 
"most  effective  special  effects  work 
is  done  tlin lugh  some  use  oi  optical 
printing  —  superimposing  one  pn 
tun-  on  top  ol  anothei   to  <  reate  a 
third  i  llri  t    \s  a  result,  the  final  pit 
hire  is  a<  tuallj  .i  o »mp< >^i ( <    In  do- 
ing this,   the  qualitj    ol   the  com 
posite  must  suffer.  However,  l>\  im- 
proving  the  quality  ol  the  original 
pictures,  the  composite,  too,  is  \ast 
K  improved. 

Eastman  completed  the  cycle  "I 
its  improved  color  film  system  dur- 
ing the  beginning  <>l  1963,  when  t In- 
firm put  its  new  print  material  on 
tin-  market.  The  new  punt  film 
helps  pi  o\  ide  a  clearei  and  truei 
color  tclc\  ision  picture. 

Not  all  improvements  in  the  tele- 
vision  picture  are  traced   back   to 


.  ■ 


Perfected  camera  equipment  eliminates  fuzziness 

New    General   Electric   four-vidicon    film   camera   system   provides   consistent!)    sharp 

■fl  detailed   pictures   l>\    use   ol    fourth   vidicon   fur   luminance   and    pictun    outline 


Hyndman  stresses  product  improvement 
Dun. ilil    I      1 1\ mini. iii.    assistant    \  i 
Eastman    Kodak,    s.i\s    research    i^ 

i  intr.it.  il    in  •  ting 


motion  pii  tun  film  S* ime  oi  the 
biggest  breakthroughs  have  come  in 
the  development  i  't  i  ami  i  as  and 
transmissii  in  equipmi  nl  adaptabli 
to  tin-  film  medium. 

\  good  example  ol  tins  t\  | 
engineer  ing  development  w  as  si  i  n 
this  spring  when  \M(    Engineering 

|  owned    1)\      \IU      I  \        annoiint  t  tl 

tin-  development  "l  a  spe<  ial  Four- 
i  olor  transistorized  \  idi<  on  i  arm  ra 
\IU   engineers,  who  developed  the 

unit    w  it  1 1    ( it  in  ral    I  let  tin      s.(\     it 

results  in  h  transmissii  m  i  >1 
motion    picture    that    is    markedl) 
steadier  and  sharper. 

(  andid     photograph)      lot  atii  m 
work  with  natural  or  little  artifni.il 
light,  mobile  film  units  the  twt  r< 
ing  use  o|  photographic  spe<  ial 
let  ts — all  tl  immon 

and  ii  i  epted  in  the  theatric  al  film 
industry    are  making  their  im] 

Talent    is    smnlaiK     rising    to    tin- 
new    film  frontn  i      I  hi     •'    ' 
tun-  industn  s  best  <  In •  <  tors  of  | 
tograph)    in   now  work 
\  isn  ii  si  i ii  v  and  man)  ol  them 
filming  i  "iimii  r<  ials  I 

Ml  this  i  .in  mean  pist  on<   thing 
\s  tin-  attention  ol  50  years  exp< 
i  in  i    m  tin    entertainment  film  in 
dustt\  is  turned  toward  the  a<  hii 
meat  oi  film  which 
lor   t\    transmission    pi 
the  immediate  Future  indicate  even 
taster,   betti  i  qualit)    tv    film   and 
equipment.  ^ 


SPONSOR 


a   vi  ci  si    1963 


Bank  commercials  don't  have  to  be  dull 


Chase  Manhattan  reports  many  requests  for  tickets,  maps, 
as  viewers  praise  bank's  World's  Fair  commercials 


THE  World's  Fair  still  may  be  nine 
months  away,  but  at  least  one 
advertiser  is  making  certain  it  won't 
get  lost  in  deluge  of  publicity  next 
year.  With  a  fast  running  start, 
Chase  Manhattan  Bank  has  launch- 
ed a  full  scale  advertising  campaign 
promoting  The  Fair. 

And  in  the  "early  bird"  tradition, 
the  campaign  is  drawing  results. 
Advertising  executives  at  Ted  Bates, 
the  bank's  agency,  say  letters  on  the 
commercials,  and  requests  for  tick- 
ets and  information  are  arriving  at 
a  gratifying  pace.  Unashamedly,  ac- 
count supervisor  John  Howard  re- 
ports "The  Fair  is  New  York  and 


Chase  Manhattan  is  New  York.  It 
was  a  natural  tie-in." 

The  current  commercials,  which 
represent  the  first  major  publicity 
not  placed  by  the  Fair,  began  16 
June  and  will  end  31  August. 

At  present  airing  of  minute  spots 
is  on  six  New  York  television  sta- 
tions 40  or  50  times  a  week.  Since 
virtually  everyone  who  earns  money 
is  a  target  for  the  bank,  Chase  buys 
are  made  on  the  cost-per-thousand. 
Sports,  variety,  and  movies  are  best. 
The  c-p-m  averages  $1.61,  but  any- 
thing under  $2  is  considered,  ac- 
cording to  Howard. 

Bates  has  had  great  success  with 


network  "sell-offs"  for  Chase  Man- 
hattan. Naturally,  these  buys  are 
made  at  the  last  minute,  but  ac- 
count executives  don't  care  when 
they  get  a  good  buy.  Wide  Country, 
for  example,  virtually  Jast  on  the 
Nielsen  scale  for  national  viewer- 
ship  did  better  in  New  York.  Meet 
The  Press,  another  sell-off,  was  also 
considered  a  good  buy  because  it 
reaches  an  audience  which  might 
not  be  regular  tv  viewers. 

Howard  believes  the  commercials 
are  the  most  exciting  Chase — and 
the  banking  industry — has  ever  pro- 
duced. Certainly  there  is  more  in- 
herent movement,  sound,  and  ex- 
citement in  the  Fair  than  in  auto  or 
home  loans,  he  admits. 

Graphic  action  is  backed  up  with 
fast-moving  music  featuring  a  wom- 
an's voice.  The  two  elements  com- 
plement each  other.  For  example, 
a  graphic  zoom-in  is  accompanied 
by  a  musical  crescendo. 


Peace  and  friendship  go  hand  in-hand 

Underlying  idea  of  commercials  is  "You  have  a  friend  at  Chase  Manhattan."  hut  major  part  of  spots  show  exciting  construction  m 

World's    Fair,    including    models   of   halls   of   science,   art,    and    the    Unisphere — symbol   of  world   peace   through   understanding 


Spots  show  construction  in  prog- 
ress and  dissolve  into  a  model  of 
finished  exhibit. 

Produced  by  Sana,  the  commer- 
cials open  with  "New  York  is  a 
meadow  making  wa)  lor  a  miracle 

...  a  miracle  being  pounded   into 

shape."   The   camera    then    shows 
bulldozers,    piledrivers,    steelmen, 

welders,  and  riggers  at  work.  "\e\( 
spring,"   (lie   copy   reads,   "the    Fair 


will  open  to  greet  over  100  million 
visitors.  As  New  Yorkers  we  invite 
all  to  come  to  the  Fair.'"  One  high- 
light is  the  steel  outline  of  the  Uni- 
sphere, symbol  of  the  Fair  that  ex- 
presses the  basis  theme.  "World 
Peace  Through  Understanding." 

Through  the  commercials  view- 
ers are  invited  to  visit  any  Chase 
Manhattan  office  lor  World's  Fair 
information,  free  maps  and  reduc- 
ed-rate admission  tickets.  (Cut-rate 


admission  tickets  will  end  in  Feb- 
ruary so  as  not  to  undercut  Fair.) 

End  of  commercials  uses  familial 
line,  "Remember,  you  have  a  friend 
at  Chase  Manhattan."  You  have  I 
friend,  says  Howard,  is  not  jusi  I 
tagline  but  the  entire  theme  of  coin  ( 
mercials. 

The  new  Fair  commercials  de 
liver  about  four  million  messagi 
a   week    to   the    New    York   markel 


34 


SPONSOR    :.    \i  (.i  si 


so   I. u    the)    have    accounted    for 
, hunt  30'    hi  bank's  spot  schedule. 
Hut  Chase  still  has  ti>  keep  up 
I, ..in  ami  s.iv  ings  t  "limn  u  lals  The 
budget    foi    .ill    services    changes 
month  tn  month   In  Septembei .  foi 
exampli  .  about  :!<>  to  25' '  ol  <  Ihase 
Vfanhattan's  advertising  budget  w  ill 
mi  into  che<  king  aa  ounl  spots,  .is 
hat  is  tin-  time  w hen  greatest  num- 
„i  ol  people  open  up  new   bank 
tccounts. 
Chase  Manhattan  is  100    h  -ad- 
ertised  when  it  comes  to  loans  and 
kavings.    There    is    little    tv    can't 
landle,    Howard   says.   Newspaper 
uls  are  used  only  when  a  sen  u  <• 
s  offered  that   is  too  complicated 
o  explain  on  tele>  ision.  (<  lompton 
landles  the  Chase  Manhattan  ac- 
ounl  for  trust,  corporate,  and  cor- 
mdend  advertising 
Before  Bates  took  over  the  bank's 
t.nl  advertising  account,  .ill  media 
ised,  with  urc.it  emphasis  on 
i  mi    I  \   is  now  the  overall  trend 
\l's  lour  main  competitors     City, 
Ih'iiih.iI.  Manufacturers  Hanover 
.'rust  and   Hankers  Trust      also  are 
)    in  t\ 
Chase    Manhattan    has    two    na- 
ns lor  believing  that  its  tv-orien- 
iition  at  retail  level  is  successful 
The    hanks    annual    penetration 
hid) .  consisting  of  1 ,000  inten  iew  s 
lifting  a  balance  ol  the  population 
i  the  five  boroughs,  indicates  that 
has  been  major  increases  in 
ii'  people  s   know  ledge  <>t   ( Ihase 
Manhattan   attributable   to   h    .u\- 
;ing. 
\lso,   last   year,  and   so   far   tins 

a    (  hast    Manhattan's  retail  sen 

(e    has     increased      Robert     Keim. 

pvertising  officer  at  the  hank.  sa\  s; 

»iu    share  ol    market    both    in   sax  - 

'id  checking  accounts  has  con- 
naously  gone  up  since  we  started 
sing  t\    Naturally  there  are  man) 

-  involved,  hut  we  led  that 

I  less  is  at   least   in  part   attri- 

utable  to  our  advertising  strateg) 
Chase    Manhattan    is    continuing 
-  polic)  ol  featuring  New  Yorkers 

typical    settings.    The    World's 
in  commercials  pro\  ide  a  report 
progn  ss  ol  tin-  Fair  as  well. 

For   more   on   Chase    Manhattan 

the     banking     industr)      sec 

Cnks  are  up  in   the  air  w  ith   big 

•motion,''  S  \pril.  )  ^ 


Delta  Air  Lines  and  S.  C.  Johnson 
make  plans  for  World's  Fair 


Wi  i  ii  man)  radio  and  h  advei 
tisi  is  building  exhibits  at  Flush 
ing  Meadow  ( see  sponsor,  21  fanu 
,u\      a  host  ol   related  broadcasl 

tn     ins  can   he  expei  ted     Not    l.ll    I  >e 
hind  ( Ihase   Manhattan   m   pn  paia 
tions    are    a    niinihei    ol    i  >tlni    i  OBI- 
panics 

imong  plans  released  last  week 

\\  ere   two  ol    radio  t\    interest.   ( hie 

from   Delta    \ir  Lines  -s-v  i  1 1  he  di 

lei  ted    tow  aid    \  ministers.    Delta    is 

introducing  a  Travel  stamp  Plan  to 
help  accumulate  funds  for  a  pack- 
age   tour    ol    the    Fair.    Stamps     in 

$1  denominations,  can  he  purchased 

at  Delta  offices,  and  other  locations 
Such  as  travel  agents  and  hanks 
Atlanta,    \ew     (  )i  leans     and     I  Ions 

ton  are  initial  targets  oi  the  promo- 
tion, to  he  expanded  latei   designed 

to  build  an  interest  in  a  "pa\  now. 
gO  later"  idea 

Radio  and  t\  w  ill  he  used    as  well 

as  newspapers.  Commercials  using 

sub-teen  situations  and  appeals  will 

he  featured.  Overall  theme  o|  the 
promotion:  "Co  h\  aw  to  the 
\\  orld's  Fair,  take  a  Delta  |et  there 

Broaden  travel  market 
'We  regard  this  approach  to  tin 
subteens  market  as  being  constnu 
rive  as  well  as  original,    ( Jeorge  1 
Hounds.   Delta  a>.\   manager,   says. 
"W  e  are  broadening  the  travel  mar- 
ket as  umed  b)    the  (   i\  il    \eionail- 

ties  Board,  and  b)  breaking  new 
mound  are  preselling  air  travel  to 
an  oncoming  generation  ol  poten 

tial    passengers,    (native    elements 

of  the  campaign  an-  being  handled 
h\  Delta's  agency,  Burke  Dowling 
Vdams. 

Ileaw    t\    us.  i    s    (      Johnson,  the 

only  manufacturer  ol  household 
prodiu  ts  i  onstructing  its  om  □  pa>  il- 

lOn    i  see    illustration        repi  ited    on 

building   progress   and    plans 
Though    exact     advertising    plans 
won't   he  decided   until   tali    s    ( 
[ohnson    has    sele<  ted    Benton    ft 

Bowles    to    handle    I  Id's 

Fair  acth  it\ 


•its  [ohnson  pn  sidi  nl  1 1 

aid  M  I'.n  kald  W  I  I  Onsidl  I  the 
I  ail     as    a     linalis    o|     .  stalilishiii 

i  los<  i    relationship   w  ith    i  ust. 
and  friends  throughout  the  world 
tiust     and     patronage     ovej     the 
\e.us  has  i  onn ibuted  to  the  suco 

oi  |. iluis! ,|,  Wax 

Though  the  Johnson  p.l\  lllloli  Will 
ha\  e    its    ow  II    t><HI  seat     theati  I      the 

set  up  does  not  in<  Ide  a  stage  w  hich 
might  he  used  lot  t\   originations, 

Iior  ha\  e   t\    lai  ihtles   in   the   |)a\  llioll 

he  considered.  I  In-  theater  w  ill  he 
used  mainl)  foi  a  film  presental 

The  l.n  k  of  direct  hi'  'a<\- 
ination  from  the  Fail  does  not   : 

elude  however,  a  numbei  "I  com- 
men  lals  being  integrated  to  the 
lair  theme  or  promotion,   In  t 


commercials   with   Fait  tie-ins 

bein  lend     S    <      Johnson    is 

also  planning  in  conjunction  with 
th.  I  nti  rnatjonal 

ot  all  ot  th.ir  compan 
York 

tmenting  i  tn  the  Johnson  ex- 
hibit   itself     I'.n  kald    Sat 

pla\  s  and  exhibits  w  ill 
thin  due  to 

hoUS  and  other  faun! 

s  \\  ho  use  oil!  '   lll- 

to  businessmen  wl 

toll 

hildren  f? 


ONSOR    5    \i  (a  s,     |9f,3 


Gift  product  finds  spot  tv  the  answer 


Western  Union  CandyGram  came  out  of  the  doldrums  and  into 
sunny  sales  weather  with  the  aid  of  a  well-tailored  spot  television  plan 


To  the  services  offered  by  Western 
Union — money  orders,  flowers, 
birthday  greetings,  etc. — there's  a 
successful  newcomer,  candy  by 
wire.  CandyGram,  called  "the 
world's  sweetest  gift  by  wire,"  is  a 
box  of  chocolates  delivered  with  a 
telegram.  One  pound  costs  $3,  two 
pounds  $5,  plus  the  charge  for  the 
telegram. 

Though  a  fledgling  four  years 
old,  the  franchise  operation  of 
Western  Union  is  becoming  popu- 
lar, thanks  to  an  assist  from  spot  tv. 
For  CandyGram,  the  turnabout  has 
come  quickly,  for  barely  a  year  ago, 
the  picture  was  bleak. 

Western  Union  CandyGram's 
previous  advertising  agencies, 
Reach,  McClinton  in  1959,  and 
Young  &  Rubicam  in  I960,  relied 
exclusively  on  print  media  to  sell 
the  company's  product,  and 
S5()(),()(M)  was  spent  on  advertising 
with  limited  sales  results. 

When  Cole  Fischer  Rogow  took 
over  advertising  in  1961,  they  felt 
that  Western  Union  CandyGram, 
with  its  market  penetration  "practi- 


36 


cally  nil,"  was  badly  in  need  of  a 
potent  advertising  campaign  capa- 
ble of  giving  the  company  the  nec- 
essary shot  in  the  arm — and  fast. 
The  agency  came  to  the  decision 
that  spot  tv  coidd  very  well  be  the 


Plays  a  dual  role 

Marvin  H.  Cole,  as  president  of  Western 
Union  CandyGram  and  chairman  of  the 
hoard  of  its  agency,  Cole  Fischer  Rogow, 
guided  the  company  into  tv  and  success 


answer  to  Western  Union's  Cand\ 
Cram's    problems,    and    schedule 
spot    tv    test    campaigns    in    L(, 
Angeles  and  Detroit.  The  tests 
May    1961,   used   minute   spots 
early   evening   movies   to   promo* | 
the    sending    of    CandyGrams    f(. , 
Mother's  Day.  The  result  was 
acute  jump  in  sales."  The  effectn 
medication  had  been  found,  but  tl 
patient     was     weak.     Sununertim 
considered  a  poor  selling  time  f< 
the  product,  was  at  hand. 

Then,  in  February  1962.  Man 
R.  Cole,  while  continuing  as  chai 
man  of  the  hoard  of  Cole  Fisch 
Rogow.  took  over  in  addition  VVes 
em    Union    CandyGram,    and   h 
came  the  company's  new  preside! 
Cole  believed  in  the  product,  ai 
in  the  success  of  the  briel  spot 
test  campaigns  Cole  Fischer  Rog< 
ran    some    months    previously.    • 
first  order  of  business  was  to  ini 
ate   <i   full-scale   spot   tv  camp  tr- 
which  got  under  way  in  seven  n 
jor  cities  as  an  advent  to  Valentin' 
Day.  This  effort  proved  beyond 
shadow    of  a  doubt   that   televisi 


SPONSOR    5    M  CI  si 


'( 


u.is  the  kt\  to  stepped-up  sales 
In  Eastei  ol  1962,  the  market  list 

iw.is  expanded  to   ><>  i  ities    and  on 
\lntln  i \  D.i\  t<i  50  i  ities   Mothi  i  s 
l).i\   ol  tins  \i-.n   found  the  cam 
p.ii'^n    imiimi'4    in    more    than    S  I 
markets 

( !ole  saj  s  the  usual  plan  now  is 
tit  si  Ik -« Ii 1 1«-  Immii  in  to  To  spots  pei 
st.ih.ui  ilnriim  the  ("in  days  prioi 
o  .i  ke)  holida)  Minute  spots  are 
n  throughout  the  daytime  and 
dghttime,  on  one  oi  two  stations  in 
mi  li  iii. n  ket. 

This  yeai  the  compan)  expects 
ci  spend  approximate!)  $250,000 
or  tin'  K>  d.i\s  its  saturation  cam- 
uiuns  .uc  aired  the  Foui  days 
K-torc  \  .dentine's  l).i\.  Eas 
\lotlu  i  s  I  ).i\ .  ami  (  In  istin  is  The 
ouip.im  docs  not  plan  to  advertise 
luring  tin-  slow  months,  June 
hrough  ( )ctobei 
The  W  estem  Union  ( land)  ( Iram 

k  )ictun%    li. is    brightened    consider- 

i  ihh  since  that  first  spot  t\  venture; 
iow  W  I'stern  Union  phones  are 
.minittl  \\ 1 1 1 1  i alK  for  CandyGrams 

.  irior  to  holidays,  and  the  compan) 
s  contemplating  expanding  its  line 

I  (i  ineluile  a  new  cand)  product 
■speeialh  suitable  for  children  — 
vidil\(  drains.  On  Valentine's  Day, 
''.aster,  anil  Mother's  Da)  tins  year 
Wsttrn  Union  offices  in  1  \  cities 
an  out  ol  candy,  and  new  supplies 
uul  to  he  slopped  to  them  h\  air 
».iles    have    increased    70       dunn  ; 

I    lie  past  \ear.    The  annual  sales  vol- 

ol  December   L961,  before 

•eaw     t\     use.    was    1400,000.    In 

tocember   1962  sales  had  jumped 

1880,000,  and  tins  yeai  Cole  an- 

ieipates  a  further  rise  to  SI1 1  mil  - 

•n    ( )ole  sa\  s.     Spot  t\   is  our  onl) 

lediuin.  and  will  continue  to  be. 

Ve  have  found  that   television   is 

lie   one    advertising    medium    that 

duces  the  quickest  and  most  im- 

lediate   sales   results    for   us 

Perhaps  most   interesting   is   the 

sidual  \  .due  of  the  t\  drives    For 

uriii'^  the  valle)    periods,  when  DO 

are  on   the  air.   the  compan) 

.pencilled    a   12       mi  rease    in 

i»e    sales.    Cole    indicates    the 

ilitv    of    graduall)     forsaking 

•ur-da)  campaigns  and  devel- 

ping  13-week  drives  instead    For, 

Ithough  the  tour  ke\  holidays  are 

(1  in  the  advertising  plan,  and 


Prelude  to  hopped  up  sales 

I  i.   I   ate  ciiiiiinini.il.  scheduled  in  saturation  plan  tor  four  days  bt-fori    th< 

featured  veteran  announce!  Don  Wilson   ind  silent  i.ckisli  r.ilitut  pitchii 


the  cand)  boxes  are  sheathed  in 
sleeves  appropriate!)  designed 
each  holiday,  CandyGrams  are  ol- 
tc  red  for  sale  all  )  ear  round.  The 
between-holiday  package  features 
an  attractive  bright  red  and  white 

slec  \  e 

The    llKSo   commen  ials   are    hu- 


morous    stop-motion     productions 
featuring    well-known     annoui 
I )on  Wilson  on  camera.  In  the  \ 
entine's   \~>.i\    campaign    Don   was 

tin-  sole  |)(  i f< nun  i  Eastei  found 
him  with  an  animated  rabbit;  and 
Ins  i  ampaign  in  the  Mothei  -  I 

effort  «.is  "\\  liistlei \  Modi,  i      ^ 


Before  holiday  orders  flood  in 

Man  c  -     itli  ol   West  N  ' 

inventor)  t"  make  -nr<   • 


'ONSOR    ,    ut.i  si    1963 


ANOTHER  VALUABLE 

ADVERTISING 
OPPORTUNITY 

ON  WNBC-TV 

NEW   YORK 


Deliver  greater  reach 
of  u  n  d  u  p  I  i  c  at  e  d 
homes  and  greater 
cost  efficiency  than 
across-the-board 
spot  schedules. 


HERE'S  HOW  THEY  WORK 

YOU  BUY  a  fixed  schedule  of 
four  20-second  prime-time  an- 
nouncements in  four  weeks 
each  one  in  a  different  time. 

YOU  GET  good  average 
weekly  ratings 

PLUS  a  four-week  cumulative 
rating  which  will  give  you  an  ex- 
cellent cost-per-thousand  for 
a  wide  audience. 


IT  GIVES  YOU  MORE  FOR 
YOUR  TELEVISION  DOLLAR 

Ask  your  WNBC-TV  or  NBC  Spot  Sales 
Representative  for  complete  details. 


WNBC-TV 


o 


NEW  YORK 


TIMEBUYER'S 
CORNER 


Media  people: 
what  they  are  doing 
and  saying 


Windy  City  promotion:  Ncedham.  Louis  6c  Brorby  (Chicago)  has  upped 
Bill  Beyer  to  full-fledged  timebuyer  from  liis  former  position  as  media 
analyst.  Bill  replaces  Mark  S.  Oken,  who  is  now  with  the  Foote,  Cone 
&  Belding  (Chicago)  media  department. 

More  Chicago  news:  Larry  A.  Olshan,  Tatham-Laird  media  manager, 
will  join  Foote,  Cone  &  Belding  as  assistant  media  supervisor  12  Aug- 
ust. Larry  handles  the  Abbott  Laboratories,  General  Mills,  and  Ovaltine 
accounts  at  T-L.  His  future  account  responsibilities  at  FC&B  have  not 
been  disclosed  as  yet. 


"Battle  Line"  screening  draws  buyers 

Among  the  buyers  at  Official  Films'  preview  of  new  t\  scries,  which  tells  both  sidi 
of  World  War  II  battles  using  actual  films,  arc  (1-r),  Phil  Stumbo,  McCann 
Erickson  media  supervisor;  Helen  Thomas.  Street  &  Finney  v. p.;  Larry  Lev) 
Norman,  Craig  &  Kummel  assoc.  media  dir.;  and  Noel  Becker,  Compton  timebuy< 

From  Pennsylvania:  John  B.  Mooney  has  been  named  media  directo 
of  Fuller  &  Smith  &  Boss  (Pittsburgh). 

"Battle  Line"  screening  in  New  York:  Amid  the  crush  of  buyers  attend 
ing  the  new  tv  series  presentation,  the  COBXEB  saw  Marv  Glasser 
DCS&S;  Betty  Nasse,  Joan  Stark,  and  Bill  McDonough,  Grey;  Did 
Kaplan  and  Ed  Nugent,  D'Arcy;  Martha  Thoman  and  Bon  Grathwohl 
J.  Walter  Thompson;  and  Steve  Dickler.  MeCann-Marsehalk. 

What's  doing  at  Lennen  &  Newell  (New  York)  these  days:  Fran! 
Hovvlett,  formerly  assistant  media  director  in  charge  of  broadcast  DU) 
ing,  has  been  upped  to  associate  broadcast  media  director,  reportin 
to  media  director  Herb  Zeltner.  And.  as  reported  recently  (TIMI 
BUYEB'S  CORNER  24  June).  Bob  Kelly,  the  1963  SRA  Silver  Nai 
\ward  winner,  has  been  elevated  from  senior  broadcast  buyer  t' 
assistant  media  director  in  charge  of  spot  buying. 

Leisurely  muse  comes  through:  All  faithful  CORNER  readers,  cist  you 
thoughts  back  to  the  IS  March  column,  and  you  may  recall  a  phol 
Ted    Bates   (New    York)   buyer   Dan   Monahan   being  clobbered   bj 


SPONSOR    5    lUGUSl 


J 


The  Swanco  Stations   Group 

ANNOUNCES 

"APPOINTMENT" 


roberl  e. 

easiman  &  <<>..  inc. 


AS  ITS  NATIONAL  SALES  REPRESENTATIVE 
FOR  ALL  THE  4  SWANCO  STATIONS 

KRMG 

TULSA.    OKLAHOMA 

KIOA 

DES     MOINES.     IOWA 

KQEO 

ALBUQUERQUE      NEW     MEXICO 

KLEO 

WICHITA       KANSAS 

To  buy  the  stations  with  showmanship,  salesmanship  and  leadership  in  their 
market  areas,  get  the  complete  Swanco  story  frcm  your  local  East  Man 

people  who  listen  like  it  .  .  .  people  who  buy  it.  love  it 


SPONSOR   5    M  (.1  m    19( 


YOUR 
MONEY 

IS 
WORTH 
MORE 


TAMPA 
ST.  PETERSBURG 


Your  advertising  dollar 
goes  three  times  farther 

on   WSUNSTV 

the  pioneer  station 


WS0N«TY 

Tampa  -  St.   Petersburg 

Noll     Rep     VENARD.   TORBET  A   McCONNEU 
S    E     Rrp     JAMES   S     AYERS 


TIMEBUYER'S 
CORNER 


Continued  from  page  38 


shillelagh  held  in  the  pretty  little  hands  of  a  fine  Irish  International 
Airlines  colleen — this  column's  way  of  bringing  St.  Patrick's  Day  and 
\\  WLP-TV's  (Springfield,  Mass.)  10th  anniversary  to  your  attention. 
Well  now,  only  this  day  did  we  receive  a  genuine  poem  inspired, 
indeed;  by  this  very  same  photo.  Another  Bates  Inner,  Frank  Thomp- 
son, created  this  lovely  thing  which  brings  up  the  question,  who's  got 
that  shillelagh?  Frank's  poem: 

Station's  got  their  promo;  Monahan's  got  his  pride. 
Shillelagh  was  presented  —  where  does  shillelagh  hide? 
The  airline's  girl  has  gone  away.  Photographer  disappeared  too. 
And  with  them  went  St.  Patrick's  club,  leaving  only  a  photo  clue! 

Buyer  makes  a  move:  James  Alexander  is  now  with  Fletcher  Richards, 
Calkins  &  Holden  (New  York)  as  media  group  supervisor,  a  newly 
created  position.  Jim's  primary  responsibility  is  the  Eastern  Airlines 
account.  He  was  formerly  assistant  media  director  at  Lennen  &  Newell 

(New  York). 

In  New  York:  Helen  Sielicki  has  been  upped  from  assistant  media 
director  at  J.  M.  Hickerson  (New  York).  Helen  has  been  with  the  agency 
for  10  years. 

Back  from  vacation:  Ted  Bates  (New  York)  timebuyer  John  Catanese 
has  returned  from  a  two-week  hiatus  at  Long  Island's  Atlantic  Beach 
with  his  wife  and  three  sons.  John  buys  for  C.  Schmidt  &  Sons  (brew- 
ery) and  Scott  paper. 


Hope  Martinez:  in  the  cards,  better  buys 


1961  SRA  Silver  Nail  Award  winner  Hope  Martinez  will  mark  her  18th  year 
with  Batten,  Barton,  Durstine  &  Osborn  (New  York)  in  October.  One  of  the 
best  known  buyers  in  the  industry,  she  was  born  in  Spain,  educated  in 
New  York.  She  began  her  business  career  as  a  bookkeeper  with  the  John 
H.  Eisele  Co.,  New  York  building  contractors,  switched  into  advertising  by 
joining  the  BBDO  accounting  de- 
partment. The  agency  later  ad- 
vanced her  to  media  buyer,  and  she 
is  now  media  supervisor  on  the 
American  Tobacco,  Armstrong  Cork, 
and  Famous  Artists  accounts.  Soig- 
nee and  unruffled  in  the  midst  of 
a  hurried  schedule,  Hope  took  time 
out  to  discuss  the  evolution  of  the 
radio  and  tv  rate  card.  Hope  says, 
"From  the  time  I  started  buying  to 
today,  the  broadcasting  industry 
has  made  tremendous  strides  in 
simplifying  rate  cards— to  the  ex- 
tent that  it's  a  lot  easier  to  buy 
today.  For  example,  most  stations 
now  sell  on  the  basis  of  packages 
—making  a  buy  more  economical 
than  before,  and  making  quantity 
buying  simpler.  This  adds  up  to 
many  advantages  for  the  client." 

Hope  is  a  member  of  the  Advertising  Women  of  New  York.  She  and  her 
husband,  John  Anzolin,  and  daughter  Claudia  make  their  home  in  Forest 
Hills,  Long  Island,  New  York. 


K) 


SPONSOR    .")    u  (.i  M 


1963 


III!, 


• 


• 


ONLY  YOUR  REP 


•  »  > 


GETS  THROUGH  TO  BUYERS 


■ 


BETTER  THAN  SPONSOR 


And  even  he'll  admit  he  can't  be  in  as  many  places  as  often.  Give  your  rep  all  the 
support  a  good  SPONSOR  campaign  can  be— increasing  call-letter  recognition;  warm- 
ing up  the  welcome;  making  salient  points;  avoiding  a  lot  of  introductory  hashing. 
Why  SPONSOR?  Because  it's  the  most  important  1/4"  (sometimes  5/16")  in  broadcast 
buying.  Because  it  leads— with  the  top-of-the-news  . . .  depth-of-the-news  . . .  trend 
of  past  and  present . . .  outlook  on  tomorrow.  SPONSOR  supports  the  sale,  feeds  the 
buying  mix  to  help  make  each  buy  the  best  possible.  Like  your  buy  in  SPONSOR, 
the  broadcast  idea  weekly  that  squeezes  the  air  out,  leaves  nothing  but  air  in.  555 
Fifth  Avenue,  New  York  17.  Telephone:  212  MUrrayhill  7-8080 


SPONSOR    -.    MCI  si     |%3 


COMMERCIAL 
CRITIQUE 


Trends,  techniques  new 
styles  in  radio /tv 
commercials  are  evaluated 
by  industry  leaders 


Tried  and  True  .  .  .  WNEW 

By  AUSTEN  CR00M- JOHNSON 
Along  with  so  main  others,  I 
would  like  to  offer  my  compliments 
to  WNEW  now  celebrating  its  30th 
anniversary  on  the  air.  If  any  radio 
station  deserves  to  be  called  an 
'independent',  it's  WNEW  .  .  .  and 
not  just  because  of  its  non-affilia- 
tion with  a  network.  They  can  truly 
claim  to  have  pioneered  the  per- 


The  great  personality  behind 
WNEW'  was  undoubtedly  Bernice 
"Tudie"  Judis  (Mrs.  Ira  Herbert). 
This  gifted  exec  is  now  operating 
W  WVA's  50,000  watts.  She  origi- 
nated WNEW's  successful  format, 
and  really  put  the  station  on  the 
big-time  radio  map.  Therefore  I 
feel  that  any  congratulations  would 
be  incomplete  without  mentioning 


prettiest  girls  love 

HOFFMAN 

-naturally! 


Print  ads  tie-in  with  radio  spots 

Hoffman    uses   their   "prettiest    girl"    theme   in    bus    streamers    like    this    one,    as    well 
as  on  the  airwaves.  This  moppet  sinus  without  accompaniment;  the  effect  is  charming 


sonality  -  emcee  -  with  -records,  and 
the  policy  of  good  pop  music, 
along  with  public  service  and 
news.  They  were  always  first  with 
the  "firsts."  Indeed,  the  very  first 
musical  i.d.  using  station  call  letters 
was  written  by  Kent  &  Johnson  for. 
who  else?  .  .  .  WNEW.  These  fa- 
mous call  letters  are  still  adver- 
tised in  jingle  form  with  the  kind 
of  musical  thinking  and  taste  that 
I  find  missing  so  often  in  commer- 
cial jingles.  The  notes  that  are  set 
to  "WNEW,  New  York"  serve  as 
the  basic  theme  for  any  musical 
mention  of  the  station.  There  are 
many  variants  to  cover  the  names 
ol  station  personalities  and  broad- 
cast services,  and  all  are  modern, 
interesting,  and  recorded  with 
imagination  and  taste.  Some  arc 
sung,  others  are  strictly  instru- 
mental, but  the  result  is  alwa\  s  a 
reminder  that  you're  tuned  to 
cli\  en-three-o. 


"Tudie,"  and  offering  her  a  large 
share  of  the  plaudits. 


These  days  when  the  quality  of 
recording  is  so  good,  and  when 
hi-fi  is  the  order  of  the  day,  it  is 
amazing  to  find  the  following  con- 
tradiction in  operation.  A  radio 
commercial  is  produced  on  tape, 
then  mastered  for  pressings  to  be 
sent  out  to  the  stations.  On  receipt 
the  station  re-records  from  the 
pressing  back  to  tape,  to  suit  the 
particular  tape-cartridge  system 
which  they  use  for  actual  broad- 
east.  The  loss  in  quality  that  can 
occur  in  these  re-recording  steps 
can  almost  negate  the  efforts  of  a 
first-class  recording  studio  to  turn 
out  faithful  reproduction.  Strict 
quality  control  down  the  line  is 
almost  an  impossibility.  Since  more 
and  more  broadcasters  are  using 
the  tape-cartridge  system  lor  trans- 
mission,  it   behooves  the  interested 


parties  to  find  some  way  of  stand- 
ardizing this  procedure.  I  would 
like  to  suggest,  while  on  the  subject 
of  broadcast  quality,  that  it  would 
be  well  if  agencies  made  a  practice 
of  seeing  that  stations  using  turn- 
tables were  supplied  with  one  or 
two  clean  pressings  to  replace  those 
that  are  worn.  A  high  scratch-level 
resulting  from  wear  is  an  irritant, 
damaging  advertisers'  message. 

Usually  the  voices  of  moppetry, 
and  those  grown-ups  who  profes- 
sionally imitate  them  for  the  pur- 
poses of  advertising,  give  me  an 
acute  case  of  the  megrims.  Not  so 
the  two  in-tuners  who  perform  for 
the  Hoffman  beverage  people  in  a 
pleasant  reminder  of  their  wares. 
At  last,  I  think,  this  pop  factory  has 
a  musical  commercial  with  a  real 
chance  for  continuing  success.  The 
two  tots  sound  natural,  singing 
jingley  words  to  a  jingley  tune.  But 
it's  the  presentation  that  makes  the 
little  song  so  attractive.  Somebody 
had  the  good  judgment  to  know, 
not  what  to  add,  but  what  to  leave 
out.  In  other  hands  they  might 
have  wheeled  in  an  orchestra  and 
ruined  the  whole  effect.  As  it  is, 
"The  prettiest  girl  I  ever  saw.  was 
sipping  Hoffman  through  a  straw" 
was  sung  without  accompaniment. 
In  this  case  the  suitability  of  such 
a  decision  is  borne  out  by  the 
added  flexibility  allowed  the  lis- 
tener's imagination.  The  locale  is 
not  confined  —  the  kids  could  be 
singing  almost  anywhere.  I  find  the 
jingle  plausible  and  likeable  for  its 
simplicity. 

In  complete  contrast,  there  is 
another  youthful  call  that  echoes 
around  a  sausage  commercial  you 
may  have  heard.  It  make  me  want 
to  head  for  the  hills  to  seek  the 
kind  of  solitude  where  little  sau- 
sages still  walk  around  the  farm 
on  tour  Feet,  happy  as  the  prover- 
bial pink  pigs  in  the-  sunshine.  Thev 
never  heard  of  Mr.  Parks'  porker) 
...  I  wish  1  hadn't  either.  ^ 


VI 


SPONSOR   :,    u  (,i  si    11X33 


V  GOSPEL  TIME'  DELIVERS  THE  TOP  RATING* 


IV  GOSPEL  TIME'  REACHES  A  $20  BILLION  MARKET 


V  GOSPEL  TIME'  IS  AVAILABLE  IN  YOUR  MARKET  NOVt 

t  cost  per  thousand  that  is  considerably  lower  than  a  comparable  radio  buy 


P  GOSPEL  TIME'  DELIVERS  A  LOYAL  AUDIENCE  FOR  YOL 


s 


-half  hours  available.  All  featuring  the  outstanding  Gospel  singers  and  leading  choirs  in  America.  Or 
ape.  Now  in  production:  26  additional  half  hours.  Fully  sponsored  in  24  markets.  Additiona  i  a  q 
s  are  still  available.  All  markets  available  1964  season.  For  further  information  contact  Len  Sait  l.v.O 

39  WEST   55TH   STREET.   NEW   YORK    19  :iRCLE    c 


NEW  BREED  locks  up  LA.  Market! 
arb*  rates  NEW  BREED  top  syndicated  hour  in  7  station  market! 


AND 

N.S.. 

AGREES 


PRIOR  PROG 

Dec.  '62 

NEW  BREED 

May '63 

SAT.  9:30-10 :30  PM 

3.2 

8.3 

RATING 

6% 

15% 

SHARE  OF  MKT 

90,500 

208,200 

TOTAL  HOMES 

"VARIETY'S  ARB'S  JULY  10.  1963 


The  New  Breed  — a  different  kind 
of  show  about  a  different  kind  of 
cop.  It  had  to  be  great  to  make  these 
headlines.  It  has  to  be  great  for  your 
station's  ratings. 

ABC  FILMS,  INC. 

1501  Broadway,  N.  Y.  36  •  LA  4-5050 

360  N    MICHIGAN  AVE  .  CHICAGO.  ILL      AN  3  0800 

190  N    CANON  DRIVE,  BEVERLY  HILLS.  CALIF  I  NO  3  3311 


"WASHINGTON  WEEK 


News  from  nation's 
capital  ot  special 
interest  to  admen 


if  if    ^ne  FCC  will  try  a  clairvoyant  look  into  the  future  of  American  com- 
petitive tv  during  a  .soul-searching  hearing  on  whether  the  :. 

VHF  drop-ins  in  7  two-VHP  markets  should  b_e  allowed  or  disallowed. 

The  commission  wants  the  19  September  hearing  to  cone  •  ly 

on  best  policy  to  improve  network  competition  ;  the  effect  of  drop-ins  on  UHF 

growth;  the  pros  and  cons  of  a  dual  VHF-UHF  operation,  with  the  VHF  half  to 

end  at  a  fixed  date. 

Staggeringly,  the  FCC  also  wants  educated  guesses  on  how  things  will 

ultimately  work  out  with  the  drop-ins,  and  without.  In  either  situation: 

how  long  would  it  take  to  develop  maximum  competitive  tv  service?  How  soon 

would  third  stations  get  going  in  the  seven  markets? 

Legitimate  participants  will  be  those  who  petitioned  reconsideration 

for  the  short-spaced  VHF's  (ABC  and  would-be  applicants)  and  those  who 

opposed  petitions  for  a  second  look. 

if  if   FCC  Cmnr.  Cox  abstained  from  the  vote  on  the  oral  hearing,  in  view  of 
AMST  challenge  to  his  participation  i.n  drop-in  decision,  but  he  is 
expected  to  be  on  hand  for  all  future  action. 

FCC  counsel  is  preparing  an  answer  to  the  Association  of  Maximum 
Service  Telecasters '  claim  that  Cox  should  stay  out  of  the  matter.  Gen- 
view  is  that  AMST  argument  stretched  legal  technicalities  very  thin. 
Answers  from  ABC  and  a  number  of  applicant  broadcasters  said  there  was 
neither  statutory  nor  precedental  basis  for  Cox  rule-out,  and  AMST  had 
itself  complimented  Cox  on  his  impartiality  and  his  integrity. 

if  if   Major  feature  in  new  allocations  .look  for  FM  radio  service  from  FCC 
viewpoint  is  wide-area  nighttime  coverage  which  AM  service  fails  to 
achieve  across  large  stretches  o£  the  country. 

Major  feature  in  industry's  concurrent  fm  plan  is  National  Assoc.  - 
tion  of  FM  Broadcasters'  timely  program  for  strong,  solidly  researched 
ratings,  market  by  market,  for  fm,  to  pull  regional  and  local  advertis. 

Traditional  long-hair  characteristics  of  fm  and  fm  stereo  program- 
ing will  have  to  yield  to  less  strictly  classical  appeal  in  bid  for  well- 
educated,  well-heeled  but  more  esoteric  young  marrieds  who  are  flocking 
to  good  listening  at  home  and  en  route. 

if  if   FM's  orderly  growth  via  table  of  allocations,  and  its  future  ai 
programing  service  independent  of  am  but  complementary  to  it ,  is 
project  strongly  favored  by  FCC  Chairman  E.  William  Henry. 

New  allocations  plan  will  permit  approximately  2,830  fm  channel 
assignments  in  1,858  communities  across  the  country,  effective  11  Septem- 
ber. New  applicants  will  have  much  the  same  rules  as  for  tv  assignme:  ' 

Specialised  programing  in  multiple  fm  markets  will  be  acceptable 
but — Henry  has  warned  fm  broadcasters  not  to  overdo  it  by  concerted  rush 
to  program  for  the  same  listening  segment  at  expense  of  market  diversity. 


PONSOR    -,    v,  ,.,  st    1963 


SPONSOR  WEEK      Advertisers  and  Agencies 


Sure,  advertising  is  propaganda  — 
but  it's  vital  to  freedom,  says  Downs 


"Nothing  can  be  fairer  or  more 
moral  or  more  a  manifestation  of 
freedom  in  a  free  land  than  exhort- 
ing people  to  purchase  and  try  a 
product  when  they  are  free  to  pur- 
chase and  try  others,"  says  NBC-TV 
personality  Hugh  Downs.  He  also 
notes  that  "the  aspect  of  commun- 
ism most  in  reverse  gear  is  its  atti- 
tude toward  buying  and  selling." 

Downs  voiced  his  support  of  the 
role  of  advertising  while  serving  as 
guest  speaker  at  commencement  ex- 
ercises for  400  salesmen  who  attend- 
ed the  Alberto-Culver  College  at 
Chicago's  O'Hare  Inn,  the  com- 
pany's experimental  national  sales 
meeting,  organized  as  an  intensive 
school  program. 

He  told  the  assemblage:  "It  gets 
mightily  boring  to  me  to  hear  peo- 
ple who  have  read  an  expose  book 
give  utterance  to  the  cliche  that  tv 
would  be  better  if  there  were  no 
commercials.  Even  if  tv  would  be 
better  without  commercials  (which 


it  would  not,  since  the  prime  alter- 
native of  the  free-enterprise  system 
of  broadcasting  is  government-con- 
trolled or  government-subsidized 
broadcasting,  and  without  the  stim- 
ulus of  competition  it  would  sink 
gradually  or  rapidly  toward  inferior 
quality),  the  country  would  not  be 
better." 

Downs  said  that  while  it  is  true 
that  advertising  is  propaganda,  "the 
plurality  of  persuasions  that  make 
up  diverse  advertising  propaganda 
is  of  the  very  fabric  of  freedom  for 
the  people  at  whom  it  is  aimed: 
they  remain  free  to  try  the  product 
or  to  reject  it,  or  to  try  it  and  reject 
it,  or  to  try  it — and  finding  it  of 
passing  excellence — to  stay  with  it. 
Nothing  Jefferson,  or  Tom  Paine,  or 
Patrick  Henry  ever  dreamed  of  is 
freer." 

"We  are  all  in  the  same  business," 
Downs  told  the  salesmen.  "We  sell 
...  It  is  not  unrealistic  or  overblown 
for  us  to  feel  we  not  onlv  do  a  serv- 


Advertrsers,  agency  welcome  rep's  expansion 

Peters,  Griffin,  Woodward's  M.C.  Via  ( I ).  who  headquarters  in  1). ill. is  as  part  ot 
the  rep  (inn's  expansion  in  the  southwest,  is  welcomed  at  a  reception  in  lions- 
ton  by  Robert  M.  Gray  (tenter),  advertising-sales  promotion  manager  for 
Humble  Oil  \  Refining,  and  Gene  Key,  account  exec  lor  Goodwin,  Dannen- 
liainn.  Littman  &  Wingfield 


ice  to  our  product  and  our  cus- 
tomer, but  to  the  very  continuum 
of  freedom  thai  forms  the  atmos- 
phere and  life-breath  of  a  democ- 
racy. " 

However,  he  stressed  they  have 
more  in  common  than  just  being 
salesmen:  "What  we  most  impor- 
tantly have  in  common  is  a  condi- 
tion of  being  able  to  give  our  first 
allegiance  to  the  customer.  You 
can't  do  that  with  an  inferior  pro- 
duct. You've  got  to  have  it  made. 
You've  got  to  believe  and  know  that 
what  you're  urging  them  to  buy  is 
right  for  them  and  worth  the  price. 
It's  an  enviable  position.  When  I 
speak  of  the  price  it  doesn't  have 
to  be  cheap.  The  day  of  cheapness 
is  over;  the  day  of  quality  is  here." 

Downs  said  he  would  like  to  be 
able  to  say  that  over  his  quarter 
century  of  broadcasting  he  really 
believed  everything  he  said  in  com- 
mercials, but  he  thought  this  was 
true  in  only  the  last  eight  to  ten 
years.  "To  be  honest,  when  I  started 
I  was  a  paid  parrot  and  I  read  what 
was  written  and  took  the  money, 
but  having  .  .  .  'the  solace  of  suc- 
cess." I  began  to  think  deeper  than 
the  oatmeal  on  Madison  Avenue's 
bib  and  I  thought  first  how  will  I 
expect  anyone  tuned  in  to  believe 
what  I  say  if  I  don't  believe  what  I 
say  .  .  .  and  I  began  to  make  head- 
aches for  copywriters  and  commer- 
cial producers. 

"I  began  also  to  use  products  I 
was  selling,  not  all  of  them  (  Plavtex 
living  things,  dental  plate  adhe- 
sives),  but  wherever  possible  I 
came  to  know — and  very  often  to 
like — the  products  I  was  connected 
with  and  to  be  certain  that  what  I 
said  about  them  would  not  b 
disservice  to  the  person  who  took 
my  word  for  it.' 

In  time,  said  Downs,  he  came  to 
"the  happy  conclusion"  that  he 
wasn't  obliged  to  sell  everything, 
that  he  now  was  obliged  to  talk 
about  only  that  which  he  felt  would 
give  satisfaction  to  the  buyer.  "S 
emerged  the  idea  that  m\  first 
allegiance  was  and  must  remain  to 
that  person  tuned  in  and  that  in 
adopting  this  policy  I  was  giving 
the  best  possible  service  to  client 
and  product  as  well." 

He  stressed  that  with   good  pTO 
ducts,  good  means  and  motives  foi 


SPONSOR    5    \t  (•:  ST    1'."' 


Amusement  park  soars  after  ride  on  radio 


AN  amusement  park  owner  in  Canandagua,  N.  Y 
once  scoffed  at  all  attempts  to  have  him  advertise 
on  rddio,  but  now  he's  one  of  the  medium's  staunch 
est  boosters  .  .  .  thanks  to  efforts  by  Rochester's 
WBBF  and  Hart  Conway  Advertising.  They  convinced 
the  Roseland  Amusement  Park  to  try  a  week  long 
saturation  schedule  on  the  station  offering  free  rides, 
refreshments,  and  prizes  to  hikers,  resulting  in  over 
1,500  taking  part.  This  led  to  another  promo,  with 
the  park  teaming  with  WBBF;  WACK,  Newark,  and 
WHEN,  Syracuse,  to  offer  free  rides  to  students 
achieving  top  marks.  Over  60,000  ride  tickets  were 
distributed  in  the  three  day  event  (right),  making  a 
solid  radio  convert  out  of  Roseland. 


v.   ^ 


«W^ '*£&!>&  *' 


promoting  them,  and  a  publi<  f>«  >t  1 1 
prune  to  put  increasing  emphasis  on 
qualih  and  possessing  the  means  ■>! 
■vailing  themselves  "I  qualit) .  11 
would  not  onl)  be  nlIK  to  waste  the 
opportunity  to  give  it  all  you've 
■Ol  .  .  it  would  be  downright 
criminal. 

Hut  Downs  warned  that  gener- 
ated zeal  should  be  guided  In  dis 
dplined  and  intelligent  planning,  .is 
tins  kind  ol  alertness  in  the  adver- 
tising phase  ol  selling  guards 
against  the  pitfalls  ol  hack  cop) 
approaches,  errors,  and  conformity. 
Blind  conformit)  is  sociall)  had. 
it's  the  worst  ol  all  in  advertising 
What  I  am  urging  and  advocating 

is  to  think.    I   do   it   at   least   tw  u  e  .1 

week 

3en.  Mills  sales  up  5.5°o 

1  isumer  food  sales  paced  a  gen- 
ralh  robust  fiscal  year  for  General 
dills    who's    35th     Vnnual    Report 

ring    the    12    months    ended    31 

rlaj  1963  listed  net  earnings  ol 
14,912,000.  This  represents  earn- 
igs  per  common  share  ol  sl 

increase  over  the  $1  25  ol  the 
revious  year. 

Compam  credits  two  factors  with 
ie  business  upswing:  first,  major 
ivisions  improved  performance 
gnificantly,  and  second,  feed  oper- 

lons  were  discontinued  and  thus 
•  which  depressed  earn  in  us  a 

\ir  ago  were  eliminated 

Sales   ol    $523,946,000   were    re- 

•rted  tor  the  1962-63  fiscal  year. 

hen     in  e.i  s  u  r  ed     comparabl) 


againsl  these  ill  previous  years  with 

Iced  sales  excluded  the\  show  an 
UK  leas,  ol  5 '. ■'.  o\  el  last  \eal  and 
an   all-time   high.    In    1961  62     fee  ! 

sales  accounted  foi   $49,862,01 1 

the  sold.  mi. (mm)  reported  Sales  ol 
all  General  Milk  packaged  foods 
including  famil)  Hour,  ruse  1 1  I 
al>"\  e  those  ol  the  j  ear  before  I  he 
company's  "Big  G  br<  akfast  1 1  reals 
chalked  up  a  19S  in<  rease  in  sales 

This  moves  the  eompaii\   from  third 

place  into  a  \  irtn.il  tie  for  second  in 
the  nationw  ide  (  ereal  m  u  ket,  the 
report  contends. 


Commercial  costs  up  100°o 

since  '53:  Eastman  Kodak 

\\  1 1 1 1  the  start  ol  the  1963-64  t\ 

season  close  at  hand,  admen  art 
facing  head-on  the  now-aiute  prob- 
lem ol  t\  commen  ial  o  ists,  a  sub- 

|eet    disCUSSed    ill    the     VugUSl    i-s~-'  i< 

<>l  Z*V  I  ilnt  In  nda  published  b)  the 
Motion  Picture  Film  Department  ol 
I   istman  Kodak    Uthough  su<  h  i 

hikes  are  part  ol     a  mosaic  "I   pi  H  ] 

rises  m  advertising  general!) .   notes 

the   altH  Ie,    the   .id    e\ei  iltl\e   Is    still 

faced  w ith  the  task  <>l  explaining 
his  client  that  it  will  i  osl  more  than 
an  additional  50  -    to  achii  \  i    the 

same  sales  level,  through  multi- 
media national  advertis  m 
pared  w  ith  a  decadl 

long  at  t\   i  ommeri  ial 
I  .istman  estimates  that  the)    h 

risen  B5     t..  loo     m  the  ten  j 

period,  apart  lr«>in  the  csts  ..|  - 
work   or   Spot    t\    time      I  h  it    is     the 


heft)     palt    ol    tin-    in  -    ill    the 

talent  area    Hen    i  n iginal  fees  and 
n   us,-  payments  for  film  comn 
( ial  pei  foi  in.  is  are  nov«  al  a  level 
w  here  agencies  i  .i\<-  ulate  that 
e\  er)  dollar  in  the  produi  Hon  bud 
get   ol   a   t\    commercial  .> 
dollar  must  He  set  aside  for  addi- 
tional   talent    payments    on    m 
non-netwoi  k  i  ampaigns 
The  article  points  out   that   the 

(  .ist   <>t    the  ai  1 1  l.l  I   lllm   USed   in   <  "111 

men  ial  production  has  held  its  own 
m  relation  t.  >  ov<  i  all  produi  tion 
cost  hikes  Eastman  black-and- 
white  negative  st..(  ks  have  climbed 
onl)    11      in  pii'  •    sm.  i  Bui 

'man  is  not  optimistic  about  the 
genera]  t\  commercia]  pru  e  pi<  ture, 
reminding   that 

S  \(  .   and     \l    I  I.  \     .■■     due   to   tl 

in    <  h  t(  ibei     w  ith    a    ldllt     1  \    \\  \ 

committee  to  present   new    tali 
i  ontrai  t  demands,  and  t<>  seek  fur- 
ther incn  ises 


Mrs.  Bernard  Piatt  dies 

of  tl 

SPONSOR, 

■ 

'■ 

Plat' 


"" 


R  ">    m  .a  si    196  ■ 


SPONSOR-WEEK 


Advertisers  and  Agencies 

—  Top  '62  Tv  Advertisers 


Television's  coffee  break  amounted  to  $43,147,166  in 
total  network  and  spot  billings  from  all  brands  last 
year,  an  increase  of  7%  over  1961's  figure  of  $40,331,- 
812,  according  to  a  compilation  by  TvB.  Expenditures  in 
spot  rose  from  $34,285,200  to  $37,034,463,  while  net- 
work reaped  $6,112,703  last  year  from  coffee  advertisers, 
against  $6,046,612  the  previous  year.  Tv  was  only  meas- 
ured medium  used  by  seven  of  the  11  leading  company 
or  brand  advertisers,  who  placed  91.1%  of  their  total 
measured  consumer  media  expenditures  into  video  in 


'62.  These  top  11  spenders  in  the  category  placed  $34,- 
972,541  in  billings  in  tv,  $1,665,385  in  newspapers, 
$1,409,485  in  magazines,  and  $340,379  in  outdoor.  Lead- 
ing coffee  brand  on  tv  last  year  was  General  Foods' 
Maxwell  House,  whose  billings  amounted  to  $5.1  million 
in  spot  and  $2.8  million  in  network.  General  Foods,  which 
also  used  network  and  spot  tv  for  two  other  brands— 
Sanka  and  Yuban— budgeted  88.6%  of  its  coffee  adver- 
tising dollars  strictly  for  television  campaigns.  Below 
are  the  figures  for  1962's  top  tv  spenders. 


Network 

Spot 

Total  TV 

Standard  Brands 

Chase  &  Sanborn  

$     184,757 

$  3,773,130 

$  3,957,887 

Siesta  

— 

258,720 

258,720 

4,216,607 

Chock  Full  0*  Nuts  

20,243 

1,165,610 

1,185,853 

Folger  

1,575 

4,749,270 

4,750,845 

Nestle  Co. 

Decaf  

452,327 

74,900 

527,227 

Nescafe   

714,984 

2,021,780 

2,736,764 

3,263,991 

General  Foods 

Maxwell  House  

2,796,302 

5,135,340 

7,931,340 

Sanka  

1.213.553 

25,000 

1,238,553 

Yuban  

715,327 

3,430,950 

4,146,277 

13,316,170 

Hills  Bros.  Coffee  

13,635 

2,559,810 

2,573,445 

Beech-Nut    

503,820 

503,820 

Martinson 

— 

506,200 

506,200 

1,010,020 

Duncan  Coffee  Co. 

Admiration  

— 

129.090 

129,090 

Maryland  Club  

— 

683,090 

683,090 

812,180 

M.  J.  B.  Co 

— 

1,570,050 

1,570,050 

Coffee  Growers  of  Colombia 

— 

1,662,750 

1,662,750 

Paxton  &  Gallagher  (Butternut) 

— 

1,132,540 

1,132,540 

McLaughlin  Manor  House 

— 

233,980 

233,980 

Savarin  

— 

290,300 

290,300 

Wm.  B.  Reily  Co 

— 

221,280 

221,280 

Horn  &  Hardart 

— 

115,120 

115,120 

La  Touraine  Coffee 

— 

118.870 

118,870 

Texas  Coffee  (Seaport) 

— 

187,990 

187,990 

Brazilian  Coffee  Council 

— 

139.800 

139,800 

Donovan  (Red  Diamond) 

— 

123,740 

123,740 

Fleetwood  Coffee   

— 

108,630 

108,630 

TOTALS:  $  6,112,703 


$37,034,463 


$43,147,166 


IS 


SPONSOR    5    \i  (i  SI    11 


kPPOIN  I  \ll  NTSs  Kotobukiya 
l.id  to  Kenyon  &  Eckhardt-Novaa 
dt-  Mexico  !i>i  the  entire  line  "I 
Japanese  whiskeys,  liqueurs,  and 
w incs  expoi in!  ii>  Mexico  Na 
tiiin.il  I  )wu  ibuting  <  lompan)  "l 
Missouri  in  Stemmler,  Bartram, 
Is.ikis  &  Payne  l<>i  advertising  in 
■elected  areas  "I  Missouri  Illinois 
.hhI    Arkansas  The  Texas  85 

Health  Insurance  Issn  to  Tracy- 
Locke,  Dallas  .  International 
Equit)  Corp.  to  Geyer,  More) .  Bal- 
lard Extractos  'i  Dei  i\  ados  ^>  \ 
to  Kenyon  «.\  Eckhardt-Novas  Ac 
Mexico  f(  'i  (  .in.ul.i  I  )i  \  |>i. kIik  ts 
Nadisco,  automotive  and  house- 
bold  product  manufacture] ,  to  1  .a- 
Rue  &  Cleveland.  Major  emphasis 
a  ill  be  en  Spare  Tire,  .i  new  aero- 
sol product  that  instant!)  inflates 
.mil  sc.ils  ,i  il.it  tire  Lehn  «.\ 
Pink  Products  t<>  Kudner  for  the 
l'uss\  di\  ision.  The  $1  million  ac- 
count \\.is  at  Young  c\  Rubicam  for 
the  past  five  years  ICBLA,  1  ..>s 
tngeles,  to  Beckman,  Kobtitz  .  .  . 
II..  1963-64  \u  Force  Reserve  Re- 
cruitment Motivation  account  to 
rlume-Smith-Mickelberry,  Miami 
Finalists  in  the  competition  were 
tin-    incumbent    agency,    Bo/ell    & 


|ai  obs  l  i  \  in  \\  .isc\  Iviiilu .mil  fit 
R)  in  Bui k<-  I  >•  >w  lin  \  and  th< 
\  \  \\     (roup  Philadelphia 

I  )an\     Produ<  Is    to    I   I!niii  iii     \d\ci 

tisiuv;  l< 'i  iK  ( < implete  line  headed 
l>\    I  )d||\   Madisi hi  I-  •    <  re  im 

\i  w    w.i  \(  1:  rarget  Media  has 

I'd  ii  lin med  in  de> eli >p  special  in 
teres)   advertising  media    Mr. id  ol 

the  (  uilipam  .  Il\  in  |  v  gal]  ,  \ 
plained  that     i  isiii'4  (  i  ists  i  .1  n. il  ii  m.il 

.id  media,  u  ith  tlieii  s(  attered  au 

diences     and     u  .isle     cin  ulal 

makes  it  more  dilfu  ult  dail)  l<>i 
man)  advertisers  to  rea<  Ii  the  spe- 
cific markets  foi  tlien  products  or 
sen  ices  at  a  price  the)  can  afford 
Target  Media  has  been  formed  to 
help  till  their  needs   Plans  for  new 

publications    and    Othei    media    will 

be  announi r>\  sh. >i i I \ 

\IU  HDDS  SEVEN:  Newest  mem- 
bers ill  Advertising  Research  Foun- 
dation are  Itlas  Chemical  Indus 
tnes.  Colgate-Palmolive  Populai 
Science  Monthly.  Outdoot  Lift 
Hoover  Pt)  Ltd  Stig  Wlmim 
Vnnonsb)  ra  \H.  and  Mi«  higan 
Male  I  m\  ersit) .  Tins  bi  ings  to  25 


the  numb  i 

to  Mil-'  during  the  lust  hall  ol  the 
lt  and  t  I  .1  iii.  iii 

hip 

\i)l)s  BAB   l  oil.  i  .\  Smith  (\  K.>ss 
has  |nst  taken  on  tl  National 

\\  eekl)  Sp  'i    I  Broad 

( .ist   \<l\ (i tisi  i s  Repoi i- 

e\      u  ill     thus  i f Ii 

detailed  month!)  pi  i  m 

.in.  e  stater 

nles  and  with  weekl)  t\  i  ompctitive 
i.  tn  ii\   repoi  is    both  based  on  J  I 
huiii  monitorin  8  st.itn.iis  m 

the  top  7")  m .ii  I 

worn  i)i  \  <  \Mp\K.\    : 
s.il.s  i  .I  (  ampbell  Soup  si   ui  bi  m 
pn '.In.  ts  (  ompan)  has  slated  a 
i  i.il  li.K  k  1. 1  si  hi »»l  promol i< in  I 
turing  what  is  believed  to  be  the 
first  world  globe  w  ith  an  undei 
1 1  In  I  based  i in  data  In im  National 
I  ••   iph)  si<  al   'i  en    Resean  h    <  i  im 
men  i. iK  featuring  the  premium  «  ill 
appear  on  ( lampbell's  <\.i\  time 
work  t\   line-up  during  Septeml 
.mil  labels  ■  'ii  the  bean  produ<  ts  w ill 
feature  the  i  iffei 

I  l\  \\(  I  M    III  PORTS:   Sales  ol 


SPONSOR  WEEK  I   Advertisers  and  Agencies 


Schick  for  the  first  half  of  1963  rose 
34.5%  to  $7,568,728  compared  to 
$5,626,347  for  the  same  1962  pe- 
riod. Profit  before  taxes  amounted 
to  $64,176  compared  to  a  loss  of 
$483,055  and  net  profit  was  $30,776 
compared  to  a  net  loss  of  $272,055 
last  year  .  .  .  American  Tobacco 
net  income  for  the  first  six  months 
of  1963  was  $31,289,000  or  $1.14 
per  common  share  compared  with 
$31,300,000  or  $1.14  per  share  in 
the  1962  first  half.  Dollar  sales  were 


justed  basis.  Net  income  was  $10,- 
886,000  or  $2.92  a  share,  compared 
with  $10,614,000  or  $2.80  a  share 
last  year. 

EXPANDING:  Ruder  &  Finn,  in 

tcrnational  public  relations  firm, 
opened  its  southwest  office  in 
Houston  on  1  August  and  placed 
Alvin  R.  Busse  as  vice  president 
and  general  manager  of  the  new 
office.  The  new  office  is  located  in 
the  Texas  National  Bank  Building 


Tareyton's  $10- Mi  I  Account  Moves  to  BBDO 

IN  the  major  advertising  agency  account  switch  of  1963,  American  To- 
bacco has  appointed  Batten,  Barton,  Durstine  &  Osborn  to  handle  Dual 
Filter  Tareyton  cigarettes.  A  major  broadcast  account,  Tareyton,  with  es- 
timated billing  of  $10  million,  has  been  handled  by  Lawrence  C.  Gumbinner. 
For  BBDO,  the  Tareyton  account  will  double  its  American  Tobacco  billings, 
since  it  has  handled  Lucky  Strike  since  1948.  For  Gumbinner,  the  loss  will 
slice  deeply  into  its  estimated  annual  billing  of  about  $25  million.  Adver- 
tising for  Pall  Mall  and  Montclair  cigarettes  will  continue  to  be  handled 
by  Sullivan,  Stauffer,  Colwell  &  Bayles.  The  change  is  the  second  recently 
by  American  Tobacco:  Gardner  was  named  to  handle  Roi-Tan  (formerly  Gum- 
binner), La  Corona,  Antonio  y  Cleopatra,  Bock  y  Ca,  and  Cabanas  cigars 
(formerly  SSC&B).  Gumbinner  had  serviced  American  Tobacco  for  some  38 
years.  In  broadcast  media,  Tareyton  had  tv  network  gross  time  billings  in 
'62  of  $3,153,163,  according  to  TvB,  not  including  program  charges.  Spot 
tv  billings  totalled  $104,450  (TvB-Rorabaugh).  While  no  radio  billings  are 
available,  Tareyton  has  used  the  medium  heavily.  Magazine  billings  in 
1962  were  $2,254,860,  newspapers  $309,524.  Total  of  the  four  measured 
media  last  year  was  $5,821,997.  Lucky  Strike's  measured  billings  in  the 
four  media  came  to  $5,291,652.  The  total  four  media  billings  for  Pall  Mall 
in  1962  was  $15,147,048,  for  Montclair  $1,061,014. 


$569,752,000  compared  with  $577,- 
621,000  last  year.  Estimated  taxes 
are  $35,790,000  compared  with 
$36,190,000  in  1962  .  .  .  Cities  Serv- 
ice net  income  for  the  year's  first 
half  was  $30,235,000,  an  increase  of 
26%  over  the  $23,989,000  in  1962's 
similar  period.  The  per  share  equiv- 
alents were  S2.80  this  year  and 
$2.22  last  year  .  .  .  Consolidated  net 
sales  of  Philip  Morris  for  the  si\ 
months  ended  30  June  amounted 
to  S277, 925.000  to  set  a  new  record 
lor  the  period.  This  represents  an 
increase  of  4.3%  over  the  first  half 
ol  l()(>2  when  consolidated  net 
sales   were  $266,525,000  on   an   ad- 


50 


.  .  .  Mario  Trombone  Associates 
has  leased  additional  space  at  40 
East  49th  Street,  New  York  .  .  . 
Technicolor  Corp.  has  formed  a 
Commercial  and  Educational 
Branch  and  placed  Robert  T.  Krei- 
man  in  charge  as  general  manager. 
New  branch  is  to  consolidate  Tech- 
nicolor's activities  in  the  industrial 
and  educational  markets  and  it  will 
take  over  the  marketing  and  man- 
ufacturing of  the  existing  line  ol 
Technicolor  products  and  the  new  - 
product  engineering  program. 

NEW    QUARTERS:    Campbell- 

Ewald,  Detroit,  moved  the  majority 


of  its  account  groups  to  the  11th 
floor  of  the  Argonaut  Building,  485 
West  Milwaukee  in  Detroit's  New 
Center  area.  An  enclosed  bridge 
spans  Milwaukee  Avenue  between 
the  General  Motors  building,  which 
houses  the  central  executive  offices 
of  the  agency,  and  the  Argonaut 
Building.  All  account  groups  except 
Chevrolet  are  affected  by  the  move 
.  .  .  Tracy -Locke  in  new  offices  at 
3960  N.  Central  Expressway,  Dal- 
las. Phone  number  is  TAylor  1-3330. 
All  mail  should  be  addressed  to 
P.O.  Box  1383,  Dallas,  Texas  75221 
.  .  .  Sosnovv  &  Weinstein,  New  ark, 
has  moved  to  larger  offices  at  494 
Broad  Street. 

AROUND  COMMERCIALS:  Allan 
C.  House,  Jr..  account  supervisor 
and  producer  of  tv  film  commer- 
cials, has  joined  Sarra,  Inc.,  as  a 
sales  production  executive.  He 
comes  from  Sutherland  Associates, 
where  he  was  at  one  time  in  charge 
of  all  tv  commercial  production  in 
Canada  and  producer  of  a  wide 
range  of  commercials  for  clients  in 
this  country  .  .  .  John  Freese,  for- 
mer Young  &  Rubicam  vice  presi- 
dent in  charge  of  commercial  pro- 
ductions, has  joined  VPI  of  Cali- 
fornia. He'll  headquarter  in  San 
Francisco  and  will  be  in  charge  oJ 
all  phases  of  production  and  follow 
through  for  the  tv  commercial  pro- 
duction organization  .  .  .  Walter 
Lantz  Productions  has  donated  to 
the  United  Fund  two  20-second  and 
two  10-second  spots,  featuring  tin 
voices  of  Grace  Stafford  and  Daw 
Butler  to  launch  the  upcoming 
United  Fund  campaign  nationalh 
on  tv  and  in  theaters. 

KUDOS:  Rex  Brack,  senior  vie 
president  and  chairman  of  the  \ 
vertising  Committee  of  Braniff  h 
ternational  Airways,  awarded  tin 
"Order  of  Balboa,"  the  highest  civi 
ian  award  by  the  Republic  ( 
Panama.  Brack  was  honored  for  li 
work  in  developing  tourism  a" 
business  and  cultural  travel  bt 
tween  Latin  America  and  tl 
United  States  ...  A  sales  promotio 
program  conducted  by  Williai 
Freihofer  Baking  has  been  nan* 
the    outstanding   campaign    of  i 


SPONSOR 


)    \l  (.1  ^1 


Laura  Scudder  s  salts  away  another  blue  chip  award 

Laura  Scudder's  noisiest  potato  chips  was  recentl)  1 1 1 « « I  tor  it ^  outstanding 
contribution  to  the  advertising  industr)  by  the  Radio  Salesman's  Club 
-  tngeles.  resting  freshness  "t  chip  in  "Crunch  Booth'  is  John  Winne- 
iii. in  ot  klW  with  Scudder's  i  >  r  manager  Vrmand  Normandin  judging 
tor  presentation  <>t  gold  Potato  (  hip    Vward 


kind  for  L962-63  l>\  the  First  \d- 
pertising  Vgency  Croup,  an  asso- 
ciation lit  29  agencies  in  cities  from 
loast  to  coast  The  prize-winning 
■Bmpaign  used  the  theme  "Buttons 
and  Bows"  to  tie  in  with  its  Fea- 
tured "Bom  Tie  Bag."  VVermen  tSc 
Schorr.  Philadelphia,  is  the  Frei- 
■ofer  agenc]  .  Me(  ann-Erickson 
won   1  I  out  ot    It  awards  tor  which 

it  was  eligible  in  the  1-th  annual 
exhibition  ot  the  \rt  Directors  Club 
■  Atlanta.  \ds  tor  Coca-Cola 
lopped  the  list  with  \2  awards,  in- 
duding  three  gold  medals  .  .  . 
(  r.iwlord  II.  Greenewah,  ^  hairman 
of  the  board  '>t  K  I  du  Punt  de 
Nemours,  h.is  been  elected  c hair- 
nan  "t  the  Radio  Free  Europe 
Fund 


MOVING:   Robert   Haig,  cop)    di- 
rector, and  James  Graham,  tv-radio 

director,  elected  vice  presidents  of 
Reach.    \h  Clinton. 
Kenneth  Dudwick  and  Irwin  Sara- 
Nn  '  i  art  directors  at  Kudner. 


Donald    E.    I.indstrom    to    account 

executive  at  ( llinton  E.  Frank. 

Lionel  (  .  Harrow.  Jr..  to  research 
project  supervisor  at  ECenyon  c\ 
Eckhardt 

David  R.  Williams  to  associate  di- 
rector of    the   media   dc  paltuit  nt    at 

ECetchum,  Mat  1  eod  c<  ( Irove 
Robert  I'.  Greenlaw  to  treasure]  oi 
American  1  lome  Prodw  ts 
Charles    K.   Conturba    to   Chicago 
district  sales  manager  for  \\  hirlpool 
( Jorp. 

Thomas  I..  Lazarus  to  the  advertis- 
ing   department    ot    JOtli    ('ml, 
I        from   act  ount  exe<  uti> .    w  ith 
Donahue  cN;  t 

Donald  Dickson  to  Wamer-Lam- 
bert  Products  division  as  marketing 
\  ice  president 

Edw  ard  I  ilx»\  to  vi<  e  president 
and  account  supen  isoi  and  Russ 
\lhen   to  cop)    c-lu.  :  Helit zer, 

\\  aring  fit  W  aj  n< 
l.ileen  (Riki»  Hrennan.    \rthui    Hot 
man.    and    Richard    Touse)     t< 
i  ount  e\ec  uti\  is  at  ( lunninghai 

Walsh 


DOMINATES  THE 
SAN  ERANCISCO-OAKLAND 

NEGRO  MARKET 


D 


NEGRO   PULSE.   OCT  NOV    1962 


6  AM   12  N 

9  AM   12  N 

12  N  6  PM 

KDIA 

26 

29 

3) 

NEGRO     1 

15 

15 

14 

THE  ONLY  NEGRO  STATION 

COVERING  THE  ENTIRE 

BAY  AREA  NEGRO  AUDIENCE. 

NEGRO  RADIO 


D 


DOUBLE  THE  COMMERCIAL 

VOLUME  OF  ANY  LOCAL 

NEGRO  MEDIUM 

REPRESENTED    BY 
BERNARD    HOWARD    CO 

A  SONDERUNG  STATION 

WDIA     M^mph.i  WOPA     Chicogo 

KFOX     Lot  Angclci 


SPONSOR   5    w  (.i  si    1%  I 


SPONSOR  WEEK      Networks 


Global  news  to  build  web  affils? 


Radio  station  groups  and  inde- 
pendent outlets  can  no  longer  go  it 
alone  in  the  area  of  global  news 
service,  and  must  seek  out  a  net- 
work affiliation  to  be  able  to  pro- 
vide their  listeners  with  fast,  factual 
reports  of  events  taking  place  all 
over  the  world,  says  Mutual  Broad- 
casting president  Robert  F.  Hur- 
lcigh. 

Licensees  know  "now  more  than 
ever,"  he  says,  that  the  dissemina- 
tion of  instantaneous  communica- 
tions is  "a  must  not  alone  for  the 
rendering  of  adequate  service  but 
for  the  more  basic  need  of  survival." 
Hurleigh  feels  "this  new  reason  will 
have  a  far  longer  life  expectancy 
and  will  render  a  far  more  valuable 
service  to  mankind  than  its  enter- 
tainment younger  brother  of  a  gen- 
eration ago  ever  dreamed  to 
achieve." 

Speaking  out  editorially  in  the 
August  issue  of  MBS'  monthly  news- 
letter, he  stresses:  "For  the  truth  is 
that  the  immeasurable  flow,  as- 
semblage, and  dissemination  of 
global  news  and  the  speed  at  which 
all  these  separate  processes  must  be 
accomplished  today  entails  such  a 
complex  of  manpower  and  facilities 
that  no  one  station  and  no  single 
group-owned  combine  can  ade- 
quately manage  it  alone. 

Hurleigh,  discussing  the  reason- 
ing behind  his  feeling  that  a  net- 
work revival  is  on  the  way,  notes  that 
station  managers  now  have  "an  in- 
creasing understanding  that  a  net- 
work geared  to  news  along  the  con- 
cept pioneered  by  Mutual  is  no 
longer  a  competitor  but  an  actual 
aid,  that  its  services  no  more  dis- 
rupt their  individual  personality 
than  a  piece  of  AP  copy  on  page 
one  distorts  the  basic  character  of 
the  N.  Y.  Times." 

Me  adds,  "They  arc  increasingly 
more  aware  that  they  can  be  as 
individual  as  a  fingerprint  and  still 
carry  the  authority  of  a  network 
broadcast  from  anywhere  in  the 
world.  The  separation  fs  so  com- 
plete that  even  the  listener  himself 
senses  the  dichotomy  and  approves 
ol  it  in  principal  and  deed." 


Forecasting  another  major  change 
"in  the  face  of  the  industry,"  Hur- 
leigh says  he  anticipates  the  day 
when  networks  will  ".  .  .  cross  the 
barriers  of  present-day  exclusivity 
and  syndicate  different  special  cor- 
respondents to  a  multiplicity  of  sta- 
tions in  a  single  market  as  well." 

Barry  back  in  quiz  biz 
via  CBS-PTP  pilot  pact 

Jack  Barry,  who  lost  his  network 
tv  programs  during  the  quiz  show- 
investigations,  is  headed  back  into 
the  network  quiz  show  picture,  this 
time  through  a  program  develop- 
ment project  linking  up  Paramount 
Television  Productions  and  CBS. 
The  deal  calls  for  PTP  to  supply 
CBS  with  five  pilots  of  quiz  and 
audience  participation  shows,  with 
Barry  to  serve  as  executive  pro- 
ducer on  all  five. 

In  addition,  CBS  has  optioned 
for  six  months  PTP's  audience  par- 
ticipation program.  Where  Arc  You 
From?  now  on  KTLA,  Los  Angeles, 
created     and     produced     by     and 


starring  Barry.  KTLA  is  a  PTP  sub- 
sidiary. 

PTP  general  manager  S.  L. 
( Stretch )  Adler  said  all  five  pilots 
will  be  produced  at  KTLA  on  Par- 
amount's  Sunset  lot,  with  work  on 
the  first  pilot  already  under  way. 

NBC  News  plans  three-hr. 
prime-time  rights  probe 

On  Monday.  2  September,  when 
NBC  TV  charts  the  major  develop- 
ments of  the  civil  rights  movement 
in  this  country,  it  will  be  making 
history  of  its  own  in  the  tv  docu- 
mentary field.  The  network  will 
pre-empt  its  entire  prime  time 
schedule  from  7:30-10:30  p.m.  on 
that  evening  to  present  the  news 
special. 

Beginning  with  the  Emancipa- 
tion Proclamation  and  continuing 
down  to  thi>  present  and  the  Ad- 
ministration's civil  rights  bill,  the 
program  will  draw  upon  the  entire 
corps  of  XBC  News'  domestic  cor- 
respondents for  anah  sis  of  how  the 
civil  rights  issue  affects  the  Ameri- 
can public,  and  upon  XBC  foreign 
correspondents  for  reports  on  re- 
action to  this  issue  throughout  the 


Edith  Head  shows  KCBS  to  latest  models 

Paramount  Pictures  fashion  chiel  Edith  I  lead  (with  mike),  who  conducts 
daily  five-minute  "Fashionsoope"  program  on  CBS  "Dimension,"  visits 
studios  at  KCBS.  S.F.,  with  models  Pat  Carmen  (U  and  Sue  Heed.  who 
appeared  with  Iter  Fashion  show    in  Bay  City's  Sheraton  Palace  Hotel  for 

the    Sena     International     Convention     Ladies     Luncheon 


52 


SPONSOR  5    vt  <.i  si    i%:> 


w  or  id.  Ii  \\  ill  feature  disc  ussiun 
pei  i < >* K  in  w  Iih  Ii  It  .tdci  s  i  >|  ( i\  il 
i i^lits  mux ements  and  theii  ( i itn  s 
the  administration  ( longress  laboi 
.Hid  proponents  and  opponents  oi 
proposed  <  *\  il  rights  legislation  will 
participate 

\ M( '    I  \    programs    being    pre 
empted  Foi  the  spe<  ial  are  Monday 
hi  nt  th,   \fm  U  i    rht    \ri  I  mk 
letter  Shou    and   David  Brinkley'i 
Journal. 


NBC  promotes  Gene  Walsh 

Gene  Walsh  has  been  appointed 
manager  "t  business  and  trade  pub- 
licity in  the  NBC  Press  depl    su< 
ceeding    Man   Baker,  recent!)    pro 
muted  tn  director  oi  prom. mi  pub- 
li<  it)    \\  alsh's  appointment  was  an 
Dounced    b)     Merryle    S        Bud 
Rukeyser,  Jr.,  director  oi  press  and 
publicit)   for  the  network 

Walsh,    who    has    been    assistant 
trade    news    editor    since     |annar\. 

1962   joined  NBC  a  year  earliei  as 
.in  associate  magazine  editor. 


SALES:  \  90-minute  Project  20spe- 
ciaJ  titled  Thai  War  in  Korea  will 
be  presented  b)  Mi(  IN  on  10 
October      7  30-9     p.m.)     under     the 

sponsorship     oi      Xerox       Papert, 
Koenig,    Lois  .    The    program    has 
been   in  production  tor  more  than 
two  years      .  .  NBC  TV  lias  sold 
complete   sponsorship   ot    the   Na- 
tional Football  League  Champion- 
thip  game  29  December.   \  quartei 
each  was  purchased  b)   Ford  Motor 
and   Philip   Morris;  a   third  quarter 
was    sold    regionall)    to    American 
Oil.  Sim  Oil.  and   Farali   Mfg.  and 
sponsorship    ot    a    fourth    quarter 
sold    regional!)    to    P.    Ballantme, 
Palstaff    Brewing,    Theo.     Bamm 
Brew  imj.     Carling     Brewing,     Na- 
tional Brewing,  J.  A.   Folger,  The 
Geo.  w  iedemann  Brewing  (  <>..  and 
National  Bohemian  Beer         (  ami 
Burnett   w  ill    star   in    three   specials 
planned   tor   presentation   on   (  BS 
I  \    during   1964,  all  sponsored  b) 
Thomas  J.  Lipton  .  .  .  "Is  this  the 
Da>  >"  is  the  theme  ot   the  fall   pro- 
motion   for    Metrecal    b)     Edward 
Dal  ton.     Ileaw     participation     on 
I  BS   IV  and  ABC  TV,  plus  maga- 
zines,    will     hack     t|„.    campaign. 
Ihcre  are  seven  shows  on  each  net- 
work Eight   advertisers   have 


bought  into  / 1  tnplt  1 1  ■■  N  B< 

I  \  s  nev  h' mi  |. ing  w i  st>  i n  w  hu  h 
premieres    19    Septembi  i     it 

p  in  I  In  a  in  John  1 1  Bk  (  k 
Bi  istol  Myei  I;  Bum  k  Motoi  <  rood 
J  ear     I  in     fll    Buhlx  i      II      |     I  It  in/ 

S.  (     lohnsoM;  I  tin i  «\   I  mk.  and 
Ph. ii  iii.k  i. ilt   I  aboratories. 


I  l\  \\(  I  \l     REPORT:    Leonard 
Coldenson,    president    oi     \B  PI 
attributed  a  drop  ofl  in  profit  dui 
ing  the  year's  first  hall  to  the  fai  I 
that  some  ot  the  t\  programs  in  the 
( uncut  season  did  not  measure  up 
to  expectations    Estimated  net  op- 
erating profit   foi    \p  p|    foi    the 
second  quartei  oi  196  I  was  $1  s 
•xx'  or   II  ( cuts  .1  share  i  ompared 
with  $2,511,000  oi  56  cents  ..  share 
lor   like    L962   period     Net    profit 
including  capital    gains,    was    SJ 
(Xil.(KM)  1 1]    it,  ( ,nts  ,,  share  ( om 
pared  with  $2  is:. ion  ,„   -,„  cents 
a  share  lor  last  yeai    Estimated  net 
operating    profit    for    the    fust    sia 
months  was  s|  210,000  or  95  cents 

a  share  compared  with  $5,55  1,000 
or  $1.24  a  share  for  the  same  period 
ot  the  previous  year.  Net  profit.  m. 
eluding  capita]  gains,  was  $  i  57 

,KHI  01   $1.03  a  share  (  ompared  w  ith 

196,000  or  $1.21  .,  share  in  1962 


\l()\  INC:  Don  Richardson,  assign- 
ment editor.  (  Bs  News    \\  ashing 
ton,  named  assistant  news  dire<  toi 
ot  the  bureau. 

\rtlmr  Barriault,  an  NBC  News 
correspondent  for  is  years,  has 
joined  the  White  House  Office  oi 
Emergenc)  Planning  as  liaison  of- 
Bcer  for  the  broadcasting  industr) 
under  the  newK  instituted  I'm.  1 
gene)  Broadcast  System.  He  will 
represent  all  networks  and  the  N  \P 
in  coordinating  broadcasting  mat- 
ters   concerning   emergen*,  ies    and 

civil   defense  activities   lutweeii   t lit- 

broadcasters  and  the  government 
|ohn  Edwards  to  bureau  manag 
correspondent  oi  CBS  owned  t\ 
stations' Washington  News  Bureau 
which  becomes  operative  1  Septem- 
bei 

fosef  C.   Dine  to  din -c  tor  oi    in' 

matioii.  (  ps  1  aboratories    1 1-   was 
director    of     information  I    BS 

New  s 

William   \.  Brendle  to  man 

spurts  foi   (  Bs    |  \    Pr,  ss   I 


WHY  SALES  CLIMB 
ALONG  THE  SKYLINE 

You  really  go  places  in  this    one- 
buy"  TV  market  with  Gasoline 
and  Petroleum  sales  as  large 
as  the  16th  metro  area  and 
Automotive  sales  that  rank 
19th! 

SKYLINE 


T    V 


r\j 


T  W  O   R  K 


P    O      BOX     ?  1  •  1    •    IOAMO     FALLS.    IOAMO 

OAU     MM  ■  i.     MtfM.OMT.     a  «•  r  a     coos     mam      -- m    »      a  •.  a  r 

Call  your  Hollmgbery  office  or  A"  —  — ^ 
Moore  in  the  Northwest  Of  John  .  rO^  C^M 
McGuire  in  Denver.  S»»<  V.A 

K00K  Billings  KFBB  Grut  Filli  KXLF  Buttt 
KID    Idlho    FjIIs     KBLL    Hclenj     KMVT    T.m    Fjilt 


Worth  Watching 


North  Carolina's       Nonhc.ro 

.  .  Oold*n 

biggest  market  -  Tr,..,i. 

tops  in  population, 
households,  retail  sales 


NO        1       MA  RKE  T      IN 


TELEVI  S  IO  N      M 


SPONSOR 


5   \i  ca  si    1963 


SPONSOR  WEEK      Stations  and  Syndication 


First  year  of  pay  tv  test  a  'success' 


An  "encouraging  and  enlighten- 
ing" report  on  the  first  year  of  the 
pay-tv  test  being  conducted  in  Hart- 
ford by  RKO  General  Phonevision, 

has  prompted  Zenith  Radio  presi- 
dent Joseph  S.  Wright  to  state  that 
this  hears  out  their  belief  "that  tv 
eould  be  more  than  just  an  adver- 
tising medium." 

"We  felt  strongly,"  he  said,  "that 
it  had  the  capability  of  becoming  a 
new  economic  and  convenient  elec- 
tronic box  office  to  distribute  the 
type  of  top  quality  entertainment 
advertisers  cannot  afford  to  spon- 
sor but  which  the  American  public 
nevertheless   wants  to  see." 

Wright,  whose  company  devel- 
oped the  system  and  produced  the 
technical  equipment  used  in  the 
test,  stressed:  "Our  convictions  are 
now  being  translated  into  actual 
practice  in  Hartford  and  it  appears 
that  our  confidence  in  subscription 
tv  was  justified. 


"We  believe  that  commercial  tv 
will  not  lose  by  subscription  tv  but 
will  benefit  eventually  through  re- 
newed interest  in  tv  as  a  medium, 
through  encouraging  the  establish- 
ment of  new  stations,  and  stimulat- 
ing the  creative  talents  of  the 
entertainment  industry,"  he  added. 

Thomas  F.  O'Neil,  chairman  of 
Phonevision  parent  General  Tire  & 
Rubber,  noted  that  "although  it  is 
still  too  early  to  provide  us  with 
complete  conclusions  as  to  the 
future  of  subscription  tv,  the  ex- 
periment has  ahead)'  shown  that  we 
are  meeting  a  public  need,  that 
program  expenditures  are  consist- 
ent, and  that  disconnections  due 
either  to  dissatisfaction  on  the  part 
of  subscribers  or  delinquency  in 
payment,  are  remarkably  low." 

He  said,  "Applications  of  new 
subscribers  have  shown  a  sharply 
increased  rate  during  the  last  two 
months   and   we   are   now   serving 


New  merchandising  program  introduced  in  Houston 

Lester  Kamin,  president-owner  of  KXYZ,  Houston,  and  KBEA,  Kansas  City. 
shows  new  Mini-Board  promo  ECXYZ's  offering  advertisers,  to  Frank  Woods, 
regional  sales  mgr.  tor  "Sparc  Tire."  whose  schedule  on  the  station 
is  being  augmented  with  6,400  oi  the  boards  in  Weingartens  Super- 
markets  (30  stores  in   Southwest).   Other   Mini-Hoards   are   in    llenke  t\    I'illot 

(Krogers)  and  Lewis  &  Coker,  in  Houston,  and  in  the  Safeway,  Wl'. 
Thriftway,  and  Kroger  Stores  in  K.C  Promo's  also  available  to  all  r-tv  outlets 


->! 


over  3,000  horrj.es  ...  a  number 
which  could  be  much  greater  had 
we  desired  to  increase  our  instal- 
lation rate." 

On-air  operations  for  the  three- 
year,  FCC-authorized  trial  began 
29  June,  1962,  and  O'Neil  stressed 
that  its  purpose  is  to  maintain  a 
large  enough  sample  "to  develop 
data  for  our  own  purposes  and  for 
the  information  of  the  FCC." 

On  the  film  front,  O'Neil  said  al- 
though exhibitors  are  still  adament 
in  their  attempts  to  place  embar- 
goes on  product  for  pay  tv,  he  is 
gratified  with  the  cooperation  given 
the  test  by  most  major  motion  pic- 
ture distributors.  He  said  they 
been  supplying  product,  including 
a  substantial  number  of  first  sub- 
sequent runs,  exhibited  "day  and 
date"  with  Hartford  theatres.  "The 
only  exceptions  have  been  Uni- 
versal and  20th  Century-Fox,  which 
have  failed  to  provide  any  films  to 
the  Hartford  project." 

Santongelo  quits  Susskind 

Michael  R.  Santangelo,  vice  presi- 
dent and  executive  assistant  to  the 
president  of  Talent  Associates- 
Paramount  Ltd..  David  Susskind, 
since  April  of  this  year,  has  gotten 
a  release  from  his  contract  with  the 
production  company  because  "the 
anticipated  contract  could  not  be 
reached." 

Formerly  assistant  to  the  vice 
president  for  programing  in  charge 
of  radio  and  tv  at  Westinghouse 
Broadcasting  Co.,  Santangelo  lias 
in  the  hopper  ten  separate  co-pro- 
ductions with  five  different  com- 
panies in  tv,  theatre  and  motion 
pictures. 


CATV  system  turns  sponsor 

One  of  the  more  unique  twists  in 
broadcast  advertising  annals  is  the 
one-shot  special  which  the  ABAR 
Tv  Cable  Co.  of  Eugene.  Ore.,  will 
sponsor  tomorrow  (6)  on  the  local 
\BC  allili.de.  KEZI-TV.  The  how 
into  tv  is  to  celebrate  the  10th  anni- 
versary of  the  TelePromTer  divi- 
sion. 

Program  w  ill  be  the  movie  version 
of  "l'ajama  Came."  starting  al 

SPONSOR    -.    u  <a  si    I! 


P  '"    and    i « 1 1 1 1 1 i 1 1 \4   uninterrupted 

kB  \H  will  have  .1  brid  Introdw 
Hon  and  « lose  of  .1  stri<  tl\   Institu- 
tional nature  and  kl  /I  will  supei 
Impose  its  station  indentification  al 

'I"'  required   times  will 1   break 

log  eithei  .tmli, 1  01  \  ui,.,, ,  ontinuih 
\.B  \li  genera]  manage]    Hill  II 
kins   reports   great    interest    in   the 
i|  b\  othei  <  .il>lc  systems,  two 
"•    which    have    installed    speeia 
equipment  in  ordei  to  present  the 
program  to  theii  customers 


Station  promo  jingles 
linked  to  hootenanny  fad 

V  new  package  ol  r>  station 
promotion  jingles  geared  to  the 
urrent  hootenanny  rage  Ins  been 
>"<  togethei  In  Harrj  O'Connor 
ites,  Dallas,  to  take  advan- 
ce ol  wli.it  O'Connor  feels  in 
the  biggest  music  fad  evei  to  hil 
be  public  The  package  is  being 
•>lil  "ii  .in  exclusive  lusis  to  one 
frtion  in  each   market  area 

W  1  it  tin  and  reeorded  in  Hollj 
kood,  the  material  is  themed  to 
'Ik  tunes  ,uhI  features  ten  instru- 
lentalists  and  si\  vocalists  in  10- 
'  20-second  formats.  The  hoot- 
nanm  theme  we  have  developed 
>r  stations."  sa>  s  ( )'Connor,  "is  .1 

sh  new  sound  in  music  and  in 
"'"'  even  though  folk  music, 
self,  is  \  ,-r\  old." 

H<  acids  that  the  package  has 
en  optioned  to  several  stations 
I  kc\  markets,  while  "others  made 
wnmitments  long  before  we  went 
to  actual  production  be<  ause  "I 
e  hootenanm  craze  now  sweep- 
g  the  country.  The  folk  motif, 
uninant  in  music  circles  for 
vera!  years,  moved  into  the  mass 
wrket  List  fall  and  has  also  he- 
me .1  sim ,-ss  ,,n  network  t\." 
Connor   notes 


cMahon  in  'Babe'  spec 

Horaee  \I<  Mahon.  veteran  actor 

\aked  City     \W      has  gone 

1  the  boards,  will  get  an  oppor- 

f  lit)  to  perform  in  the  role  he  s.t\s 

1  .ilw.i\s  wanted  to  do— a  real-life 

commentator    —    when    he 

is    narrator     1  5     Vuizust    for 

I  \  s    half-hour    prime-time 

Babe  Ruth.    \  Look  Behind 

';  Legend. 

Appearing  on  ,  amera  with   Mis 


Southern  California  is  so  big, 

with  so  many  automobiles  constantly 
on  the  move, 

it  takes  a  helicopter  to  cover  the 
traffic  picture  for  listening  motorists. 

Two  can  do  it  even  better. 

And  a  third  plane,  a  twin-engined  Beech, 
can  report  everything  from  San  Diego 
to  Santa  Barbara ...  a  swing  of  250 
crowded  miles. 

KMPC  has  all  of  these  planes  plus 
four  mobile  units  to  report  the 
traffic  situation  from  the  ground. 

KMPC  is  the  only  radio  station  that 
is  as  big  as  Southern  California. 


S  NSOR 


5    \i  i.i  si    lui,  ; 


Golden  West  Broadcaste 


SPONSOR  WEEK      Stations  and  Syndication 


Station  manager  becomes  a  party  to  a  party 

Peter  M.  Affe,  station  nigr.  for  WNBC-TV,  N.  Y.,  tfoes  through  some  of  the 
]  0,500  entries  submitted  by  3-to-8-year-olds  for  "Birthday  House"  pro- 
gram Birthday  Card  Drawing  Contest.  Daily  morning  program  features  a 
birthday  party  each  day,  with  games  and  creative  participation,  for  pre- 
schoolers.  No  cartoons  are  aired   in   the  show 


Babe  Ruth;  former  baseball  greats 
Waite  Hoyt  and  Joe  Dugan,  two  of 
the  Babe's  closest  friends;  Roger 
Maris,  Yankee  star  who  broke 
Ruth's  home  run  record,  and  others, 
McMahon  will  pay  homage  to  "The 
Sultan  of  Swat"  on  the  eve  of  the 
15th  anniversary  of  his  death. 

Written  for  tv  by  Roger  Kahn, 
sports  editor  of  the  Saturday  Eve- 
ning Post,  the  program  was  pro- 
duced by  WABC-TV  sports  com- 
mentator Howard  Coscll. 

KAZZ  finds  fm  rewarding 

KAZZ-FM,  Austin,  Tex.,  the  sec- 
ond fm  station  to  be  licensed  by 
Community  Club  Awards,  is  prov- 
ing that  an  fm  can  be  as  com- 
mercially successful  as  an  am  sta- 
tion. KAZZ  has  just  started  broad- 
casting its  first  CCA  campaign 
with  $15,000  in  new  business 
($1,000  per  week  for  15  weeks), 
including  16  accounts  never  before 
on  the  station  and  five  others  either 
renewing  or  increasing  their  bill- 
ing. 

The  campaign,  winch  began  15 


July,  will  run  through  26  October, 
with  a  second  flight  scheduled 
from  20  January  through  2  May. 
KAZZ  will  present  $2,000  in  cash 
awards  to  some  50  participating 
women's  organizations. 


Broadcast  Time  Sales  eyes 
17  wholly  owned  branches 

Branch  offices  in  17  additional 
cities  to  service  advertisers  and 
agencies  are  planned  by  Broadcast 
Time  Sales  under  an  unusual  set- 
up which  would  allow  branch 
office  heads  to  own  their  own  op- 
erations. Reportedly  the  first  fran- 
chise operation  applied  to  the 
broadcast  rep  industry,  the  plan 
would  feature  owner-managers  in 
business  for  themselves,  under  a 
100%  commission  rate. 

According  to  Carl  L.  Schuele, 
president  of  the  radio  rep  firm,  BTS 
will  offer  each  owner-man.  iger 
backing  and  training,  .is  well  as 
equipment,  supplies,  and  sales  pro- 
motion mate-rial  to  get  started. 

The  17  cities,  exclusive  of  New 


York  and  Chicago,  are  Atlanta, 
Boston,  Memphis,  Dallas,  Seattle, 
Los  Angeles",  San  Francisco,  Phil- 
adelphia, Pittsburgh,  Detroit,  Min- 
neapolis, Richmond,  Omaha.  St 
Louis.  Denver,  Phoenix,  and  New 
Orleans.  Each  of  the  offices  will  be 
in  operation  by  1964,  Schuele  notes 

The  extended  local  coverage  fo! 
the  radio  rep  firm  will  offer  adver 
risers  many  different  services 
Schuele  said,  including  the  creatioi 
of  sample  radio  campaigns,  to 
gether  with  providing  examples  o 
successful  sales  results  from  othe 
cities. 

Stations  will  benefit,  he  sait 
from  a  central  billing  system  to  b 
inaugurated. 

Under  the  plan,  both  advertisin 
sales  and  station  solicitation  righl 
in  the  territories  are  offered  ai 
w  ill  be  protected. 

Cost  of  the  franchise  in  each  < 
the  cities  is  set  at   $3,000,  plus 
monthly  fee  of  $200.  Initial  cost 
returned  to  the  franchise  at  end 
the  fifth  year  of  association. 

Going  to  each  franchise  will 
a    tape    library    on    BTS    statioi 
subscriptions  to  SRDS,  SPONSO! 
and  other  trade  publications,  pi 
motional  file,  and  other  ecpiipme: 

In  addition  to  an  interchange 
ideas,   annual   convention,   and 
gional     meetings,     franchises    w 
have  membership  on  the  board 
directors  of  the  national  firm. 

West  coast  meet  for  TA( 

Program  directors  of  Televisi 
Affiliates      Corp.      subscribers 
western     and    pacific    coast     an 
will  gather  at  San  Francisco's  1 
ton  Inn  26-27  August  to  exchar 
ideas  and  discuss  latest  trends 
the   tv    industry,    announces   T; 
v.p.  Robert  Weisberg.  Workshc 
during  the  two-day  meeting  v 
focus    on    children's    programii 
sports    shows,    editorializing,    n  I 
production  ideas,  selling  public 
fairs  programs,  and  new  ideas 
women's  programing. 

Weisberg  pointed  out  this 
die  second  TAC  Programing  G 
ference  to  be  held  in  rec 
months,  and  was  set  up  to  acoO 
modate  the   increasing  nuinl>erp 


' 


56 


SPONSOR 


•' 


\i  i.i  *i 


iiicnilx  i    statu  'lis    in   the    \\  >  st     now 

Rouble  tin'  total  .it  the  same  time 
.ist  yeai 

The    tiist    conference    tins    yeai 
w.is  the  si  >  ond  annual  even!  held 
ii  ( Ihicago   .mil  w.is  attended  pi i 
ii.uiK   1>\   eastern  .mil  tnidwestem 
1  \(      subscribers     Weisberg    said 
fta   conferences    pei    year    would 
ikt  l\  !>< •*  nine  standard    I  \(    prat 
is  it   is  fell   that   repeat  «.  < >t i 
cnims  have  .1  decided  advantage 
lecause     the     workshop     sessions 
unction     more     effectivel)      with 
mailer  groups. 

52.5  mil.  for  'Century  I' 

A   total  ol    s-  5  million  in   global 
ales   has   been    rung   up   bj    20th 

VntiiiA   Fox    T\     for    its     id-title 


(   |  iiluii/    I    I.    iIiik     IiIiii    |i.k  kage    in 

the  ten  months  since  its  Inst  <l" 
inest  ic  release     reports  s)  ndi<  ati<  »n 
dm  ( tor    Mm  Silverbai  Ii    1 le  said 
foreign  sales  at  (  ount  f<  'i  some  2< 
ol  the  pa<  kage's  t<  »tal  n  \  enue 

I  ii  st  aired  on  t\  \  ia  \  U<  t's  Satur- 
,l,m  \  i  hi  al  tin    Vfot  /'  !  the  pa<  k 

i    is  now  in  r>  domestic   markets 

as     well     .is     III     I  ..(till      \  1 1  ii   1  Ii  a       I 
rope,     <  'an. id. I.     and      \  list  I  .1  ll.i       Ii. 

,  .  lit    I     S     sales    me  |ude    k  I    \li    I  \ 

Phoenix;    VVBA1    l\     Green    Baj 
k  l  l\    Sioux  City;  w  IND  Dayton 

and  \\  \l  l\\    l\    Portland,  Me 


STATIONS 
SALES:  Seven  I r-long  concerts 

l)\    the    National   (  lallei  J    (  >ii  lustra 


ill 

nt-  <l  in  prime  tune  dm 
tl„  WTOP  l\ 

\\  aslni,  Vim  i  i 

<  an     Set  in  it\      and      I  i  list     CO       I 

season  foui 

tia 

mull  i  sponsorship  "I  thi 

\citis-  i  For  thi    22m ;  • 

tl\  .  (  .(III    I  al      (     (Hill    M    IK   I 

ul        tin         Si  \  i  nth  I  )a\         \d\enlist 

(  hurch  has  renewed   ll 

shi]i  "I    /  Hi 

Mutual    Broad*  asting   sv  Ni,  m    i,. 

new  al  is  fol   a  lull  '.  i  al   .  1 1 1«  i  ' 

i  ll.  i  ti\ .    15  Septembei  ,    Man 

and  S<  \enc(  -  ol  I  I  quai  I 

hour  programs  are  being  presented 

ovei     WGY,    s'  : tad)      e\  ■ 

Monday,  Wednesdaj    .it"\   Frida) 
i\  ening    sponsor*  d    as    a    publk 

Sen  ice  l>v    tlie  statu  in    thi     National 


Bringing  students'  up-to-date 

WJAR-TV  art  dir.  Jai  k  Devi  reaux  explains  prep- 
aration ol  art  ti>i  t\   slides  lor  his  class,  being  In  M  in 
Outlit  ('■>    personnel  office.  Below,  panel  "t  \\|\K-I\ 
s   conduct   critique   at   completion   "I    i  lass   sessions 


Station  shows  admen  new  tv  tricks 

JAR-TV  recently  held  a  refresher  seminar  in  tv  pro 
duction  to  meet  an  industry  problem,  created  by  tech 
nological  improvements  in  tv  production  having  advanced 
well  beyond  the  familiarity  of  many  advertising  agency 
production  departments.  This  has  resulted  in  production 
problems  at  many  tv  stations  throughout  the  country 
today  which  could  be  directly  attributed  to  the  lack  of 
production  information  on  the  part  of  local  advertisers. 
Dave  Shurtleff,  tv  station  manager,  stated  in  his  letter 
of  invitation  to  local  ad  agencies  and  accounts:  "WJAR 
TV  has  acquired  much  of  the  new  equipment.  Station 
personnel  undergo  continual  training  in  new  techniques 
to  enhance  the  impact  of  the  advertising  message  at  less 
cost  through  improved  production  methods. "  125  people 
responded  to  Shurtleff' s  invitation  to  the  scheduled 
evening  seminar.  The  meeting  covered  the  subjects  of 
copy,  art,  slides,  film,  video-tapes,  and  public  service 
projects.  In  the  first  clinic,  representatives  of  the  sta 
tion's  management  team,  including  sales  manager  Ed 
Boghosian,  program  manager  Jim  Gleason.  news  director 
Dave  Mohr,  and  public  affairs  director  Fred  Griffiths,  each 
spoke  approximately  10  minutes  explaining  their  tunc 
tions  in  the  tv  operation.  Guests  were  then  assigned  to 
four  groups,  each  to  rotate  through  classes  in  copy,  art, 
tv  film  production,  and  studio  procedure.  The  station 
provided  all  who  attended  the  lectures  with  a  copy  of 
the  "WJAR  TV  Handbook"  as  a  guide.  The  seminar  con 
eluded  after  a  q-&  a  period  The  program  was  deemed  a 
success  when  the  v  p  of  one  of  New  England's  large  ad 
agencies  rose  at  the  conclusion  to  note:  "When  I  came 
tonight  I  felt  I  knew  all  there  was  to  know  about  tv  pro- 
duction .  .  .  Now  I  know  how  little  I  really  did  know  ' 
A  second  seminar  is  planned  for  the  near  future. 


$NS0R         wc.i  M    I%3 


SPONSOR-WEEK 


Stations  and  Syndication 


Newsmakers  in 
tv  radio  advertising 


R.  E.  Shir  email 

"Dick"  Shireman  has  been  elected  v.  p.  of  the 
Star  Stations  ((KOIL/  Omaha,  KISN,  Portland, 
and  WISH,  Indianapolis— subject  to  FCC  ap- 
proval). Shireman,  who  will  continue  as  direc- 
tor of  sales,  has  been  associated  with  the 
station  web  for  the  past  four  years,  serving  as 
manager  of  both  KICN,  Denver  and  KISN,  Port- 
land. Prior  to  that  time,  he  was  associated 
with  the  Hearst  organization  in  Milwaukee. 


Lester  Bailey 

An  information  officer  in  the  U.  S.  Department 
of  Labor  since  1962,  he  has  joined  KGO-TV  San 
Francisco  as  a  tv  news  reporter.  Bailey  dir- 
ected a  public  relations  and  marketing  firm 
from  1958-1962,  was  previously  assistant  com- 
mercial manager  for  KSAN  Radio,  S.  F.  For 
11  years  he  was  executive  secretary  for  the 
NAACP  in  Cincinnati,  then  field  secretary  on 
NAACP's  national  staff  under  Roy  Wilkins. 


Frank  Fagan 

An  executive  v.  p.  of  Young  &  Rubicam,  Fagan 
has  retired  after  29  years  with  the  company. 
He  joined  Y&R's  merchandising  department  in 
1934,  later  became  a  member  of  the  contact 
department.  In  1943  he  became  a  v.  p.,  and 
a  member  of  the  executive  committee  and 
plans  board  in  1946.  He  advanced  to  senior 
v.  p.  in  1953,  executive  v.  p.  in  1958.  Fagan 
will  operate  a  marine  supply  business  in  L.  I. 


Jack  Sameth 

Sameth  has  been  promoted  to  executive  pro- 
ducer for  the  ABC-TV  network  programing 
department.  A  director  for  the  network  since 
1955,  Sameth  joined  ABC  as  an  associate  di- 
rector in  1950.  He  replaces  John  B.  Green, 
who  resigned  to  become  producer  of  "100 
Grand,"  a  new  ABC-TV  quiz  show  slated  for 
the  fall.  Sameth  directed  the  Kennedy-Nixon 
debates  and  many  other  award  winning  shows. 


W.D.Williams 

Lehn  &  Fink  Products  has  named  Williams 
director  of  product  development  for  the  na- 
tional laboratories  and  professional  products 
division.  A  15  year  veteran  of  the  company, 
he  began  his  career  as  a  research  chemist, 
advanced  to  director  of  research,  and  later 
assumed  responsibility  for  production  and 
research  of  N-L  Products  Limited,  a  line  of 
sanitary  maintenance  items. 


-.ii 


Commercial  Bank  and  Trust  Co.  of 
Albany,  and  .-the  Niagara-Mohawk 
Power  Corp.  in  cooperation  with 
the  Institute  at  Rensselaerville  .  .  . 
Dime  Savings  Bank  of  Brooklyn  is 
sponsoring  22  Now  York  limes 
news  periods  a  week  over  WQXR, 
New  York  .  .  .  Pabst  Blue  Ribbon 
Beer  and  Colgate-Palmolive's  Fab 
signed  tor  long-term  saturation  spot 
campaign  on  Spanish-speaking 
KWKW,  Los  Angeles  .  .  .  The  Phil- 
adelphia Eagles'  1963  schedule  of 
five  pro-season  pro  football  games 
on  WCAU-TV  will  be  sponsored 
by  Goodyear,  Charles  Bruning  Co.. 
P.  Ballantine,  Remington  Rand. 
Monroe  Auto  Equipment,  J.  P. 
Stevens,  and  Dreyfus  &  Co.  ... 
New  business  on  KCBS,  San  Fran- 
cisco, includes  Plymouth  Dealers 
Assn.,  American  Express  Credit 
Cards-Restaurants,  and  Delta  Air- 
lines. 


CHANCING  HANDS:  WAU> 
(AM  &  FM),  Waukesha.  Wis.,  soli 
for  S425,(K)0  to  Midwest  Broadcast 
ing  Co.,  C.  Wayne  Wright  presi 
dent.  Seller  is  Waukesha  Broadcast 
ing     Co.,     owned     by     Mig     Figi 
Charles  E.  Williams  <N  Associati 
Blackburn  brokered  the  transaction 
.   .   .   WRON.   Ronceverte,   W    Va 
sold  by  Blake  Broadcasting  Corp' 
Betty   Ann    Sanders,    president,   t 
Greenbrier      Broadcasting     Corp 
Nash  L.  Tatum,  Jr.,  of  Riehmom 
president.  Blackburn  brokered  tli 
sale  for  $135,000,  including  a  $36 
000  consulting  and  non-competm 
agreement  with   Mrs.  Sanders.  T; 
tiini   is  an   account  executive  wit 
Duncan    Advertising    .    .    .    KBR^ 
Sherman,  Tex.,  sold  for  $180,000  b 
\.    Boyd   Kelley  to  the   Mayor  i 
Alamogordo,  N.  M..  Wayne  Phelp 
who    also    owns    KALG    in    A  lam* 
gordo.   1  lamilton-I.andis  c\   Assoc 
ates  brokered  the  deal. 


HAPPY  ANNIVERSARY:  U\\( 
Boston.  BkO  General's  ke\  stati 
of  the  Yankee  Network  in  Nl 
England,  marked  its  list  birthdi 
on  31  July  as  Boston's  first  rad 
station.  Ami  as  in  celebration,  tl 
station  has  expanded  to  a  24-hou 
a  da)   schedule  .  .  .  KSAL,  Salin 

SPONSOR    j    m  CI  M    !!'• 


dunks  it  maj  <  .11 1 \  tin-  i ildesl  i  on 
s<-<  utive    dail)     program     in    the 
krorld   lis   \  lUt  oj  (In  .  i  and  Sun 
\liin<  and  it  had  its  initial  broadi  asl 
on  fi  Decembei    1932    ovi  i    KFBI 
tbilene    \\  hen  that  station  moved 
to  W  ichita   in    1940,   the   program 
w.ts  taken  ovei    l>\    Ks  \|      Broad 
cast  daily,   seven  days  a   week,   it 
i'  <  enth   li. ul  its  I  1,155  i  onset  utive 
airing    li   was  originated  bj    li.\ 
erend   Nye  I    Utngmade  who  still 
continues  to  do  the  program  dail) 


POWER  PLAYS:  VI  \I>F.  [ackson 
vflle,   increased  daytime  powei    to 

">()  kw    was  approved  ,,||,|   \\  |||   t.ikc 

effect  ver)  short!)  Night  power 
remains  the  same  \\  hen  W  \M  • 
I  \ .  \ll).ni\.  begins  full  power  op 
nations  17  Vugusl  from  its  new 
tower  just  outside  oi  North  Tro) 
hannel  35  \\  ill  leave  the  air  .is  \\ 
will  no  longer  be  necessar)  foi 
rcewers  to  use  then  uhi  signal  due 
o  the  increased  power  oi  ch.  13 


WOGRAM   NOTES:  For  the  firsi 

ime  since  \\  orld  War  II  \\\u. 
ioston,  is  on  die  air  all  night.  Hold- 
fig  forth,  since  i!li  July,  in  the  wee 
lours  o|  the  night  people,  from  12 
nidnight  to  5  a.m.  each  weeknighl 
ml  until  5:30  a.m.  on  weekends,  is 

li.it     connoisseur     oi     the     ollhr.it. 

ong  John  Nebel.  I  ong  Join,  has 
wen  featured  on  RK< )  General  sis- 
•r  station  WOR,  New  York,  for  the 
Bt  six  vears. 


UBLIC  SERVICE:  165  Georgia 
idio  and  t\  stations  ran  a  statc- 
ide  saturation  campaign  to  help 
Deviate  the  shortage  of  teachers 
'  the  state's  schools  for  the  ll)tv> 
I  St  hool  year.  Thousands  oi  an- 
wncements  aimed  at  helping 
hool  superintendents  find  ,,eu 
>d  replacement  teachers  were 
red  b)  Georgia  \ssn.  «,|  Broad- 
i>>tiTs  stations  The  campaign  was 
iti.ited  l>\  C  \B\  education  chair- 
■  Mien  Marshall  oi  WKEU, 
r iff i t  t 


REEDOM     rAPES    READY: 

fees    of    Freedom— Series    *4    is 
mplete  and  shipments  are  being 
We   to    radio    stations    across    the 
"»tr>     on   request      The    series 
eeented  In   the  Freedoms  Foun- 


Biggest  Grab  Bag'  holds  KHJ  TVs  prizes 

Model  decorates    Biggest  Grab  Bag"  used  b)   kill   I  \     I    \     ,„  hold  pi 

Promoting  -I  its  newest  programs,  "The  Big  Show"  late-night 

"' cards  wen   ',,<k,,1  '"'"   '"  studio  each  da)  to  pick  pria 

a   1928  auto  oi  a  torn  thumb  thimble  to  a  tar* 


dation  at  Valle)  Forge,  is  produced 
by  WIBG,   Philadelphia,  ...,.1  si  i 

tions  interested  should  send  $2  to 
the  station  to  (  over  tape,  handling 
and  mailing.  Souk  (87  stations 
have  carried  Voices  of  Freedom  m 

the  past. 


WES1      IM)II  s     M   \l|()\:      li,, 
Jamaica  Broadcasting  (  orp.  started 
a  four-hour  dail)    s,  I,,  dule  ol 
t\    broadcasts  on    August    I    There 
uill  imtialK   he  three  transmit! 
— at   Kingston,  ( loopei  s   I  [ill,  and 
Centra]    Manchester    Plans   are  to 
expand    the    transmission    s\stem 
rapid!)    until    the   entire    island    is 
full)   covered     I  e<  hnical  and  ; 
graming  pi  rsonnel  from  abi 
in  Jamau  a  helping  to  laun<  h  the 

new     station    hut    will    depart    soon 

after  sign-on    I ! 


ONSOR    -,    u  ,a  si     | 


ing  oi  |BC  staff  foi  both  radio  and 

t\   as  far  as  possible. 

(  OW  I   \  ll()\        (  ()\|\!||  |1  | 
Richard   W.   (  hapii      Kl  OR 
coin,  N  i       in  Marsh  .1!    [i 

\\  |\  I      I       ksom  ille.   \  iee  c  hainnen 

th(    N  KB  Radio  and  T\   B 
respectively,  w  ill  cch  hainnen  the 
'mention  ( lommit- 
which   is   responsible   foi   the 
rail  plannin 

the    all. or      I  ,\  ill    be 

held  5  B    \pril  at  the  Conrad  Hill 
I  lotel    in    (   hit    ,  i 

mow  n  \i  i\  iwi  un  ii\i 

I       help  kic  k   off    the     (   luistm  ,s    m 
Jul)       sales    i  unp.,  ral 

I  w  I  I    \ 

ith 


WHAT  ARE 
YOUR 

PHOTO 

REQUIREMENTS? 


RATES  are  rates  the 
world  over,  and  ours 
are  competitive 
($22.50  for  3  nega- 
tives) 

BUT  QUALITY 

is  something  else 
again  ....  ours  is 
superlative. 

And  SERVICE 

is  still  another  mat- 
ter... .  ours  is  un- 
beatable! 


BAKALAR  COSMO 
PHOTOGRAPHERS 

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


KFI  in  mid-season  promo  for  LA.  Dodgers 

Standing  in  front  of  KFI  poster  being  exhibited  throughout  Creator  Los 
Angeles  as  a  reminder  to  Southland  residents  are  (1-r)  Russell  Smith,  station's 
ad-p.r.  dir.;  station  mgr.  Charles  Hamilton;  gen.  sales  mgr.  A.  William  Oster; 
American  Tobacco  dist.  sales  mgr.  M.  M.  Elliott;  Foster  &  Kleiser  local  sales 
chief  Hank  W.  Seidl,  Jr. 


carols,  tree,  and  presents.  All  the 
presents  were  pretty  zany — like  a 
print  of  Whistler's  Mother  for  an 
office  manager  who  needed  a  secre- 
tary. 

MOVING:   Joseph   R.   Dawson   to 

research  assistant  and  sales  presen- 
tations writer  for  Jefferson  Stand- 
ard Broadcasting  and  Jefferson  Pro- 
ductions, Charlotte.  The  broadcast- 
ing company  owns  and  operates 
WBT  (AM  &  FM)  and  WBTV, 
Charlotte,  as  well  as  WBTW,  Flor- 
ence, S.C. 

Rod  Trongard,  news  director,  pro- 
moted to  director  of  news,  sports, 
and  special  events,  a  new  depart- 
ment at  WLOL,  Minneapolis-St. 
Paul. 

Harvey  C.  Ellsworth  to  program 
director  and  John  Cavanaugh  to 
the  news  department  at  KALL,  Salt 
Lake  City. 

Stanley  Zipperman  to  public  rela- 
tions director  of  KI1X-TY,  Los  An- 
geles. 

Joseph    O'Connor    to    WLBW-TV, 
Miami. 
Bil  Rodgers  to  promotion  manager 

of  KLZ,  Denver. 

Harvey  Firestone  to  the  public  it \ 
and  public  information  department 
al  WJW-TV,  Cleveland. 


Charles  Keller  to  director  of  news  i 
and  special  events  for  WFIL  radi( 
and  tv,  Philadelphia. 
William   J.   Mathews,   Jr.    to   sale 
manager  of  WGHQ,  Kingston,  N.I 

SYNDICATION 

SALES:  Jayark  Films'  Blockbustei 
Features  have  been  sold  in  an  addi 
tional  18  markets  bringing  total  tcj 
217  domestic  and  world-wide  mar 
kets  .  .  .  MCA  TV  sold  its  M-Sqmt 
to    Ford    Division    of   Ford    Moto 
(JWT)  for  nine  markets  and  Sffl/, 
Trooper    for    three    markets    .    . 
Economee  Television  Programs  d    , 
vision  of  United  Artists  Televisio   i 
reports  23  additional  sales  for  Th    • 
Ann  Southern  Show,  bringing  tot. 
to  88  stations  .  .  .  Seven  Arts  Assoc 
ated  sales  in  one  week  totaled  - 
stations  signed  for  its  Warner  Bro 
and  20th  Century  Films  of  tht   SO 
and  other  product  .  .  .  The  Encych 
paedia  Britannica  Films  Library. 
syndication    by   Trans-Lux   Telo 
sion,  has  been  purchased  lor  lonj 
term  usage  by  eight  more  station 
bringing  market  total  on  the  filn- 
close  to  100. 

PROGRESS  REPORT:  A  bann 
first  year  has  been  reported  1 
Four  Star  Distribution  Corp.,  \vlu'< 


60 


SPONSOR/5  august 


closed  its  fist  al  j  'it   w  itli  a  sales 
total  <>t  over  |5  million    l  he  i  om- 
pan)    began  its  operation  in  Sep 
tembei  i>i    1962  w  nil  five  "II  in  i 
work  series,   The  Detectives,  Zone 
( .;,  y  rheati  i    1 01  [( I    The  ( 'orrup 
tors,  I  In   I  aw  and  Mi   Jones,  and 
Stagecoach    West.    In    \pnl    L963 
three  additional  "II  net  w  m  k  sei  i<  s 
were  added  t"  the  inventor) .  The) 
were    The    Dii  A    Pou  i  //    Theatn 
Rifleman,    and     /  //<     /  om    /  u  <// 
S/iott 


DOUBLE    HEADER:   Twin   boys 

were  horn  2  5   |ul\    t"  Mr    and   Mrs 

Richard  P.  Brandt  He's  president 
"t  Trans*]  ux  ( lorp. 

\l()\  1\(.:  |.uk  ll.  Hartle)  to  na- 
tional s.ilcs  manager  f<>r  Video 
Varieties,  Pittsburgh. 
Fred  Hamilton  to  program  director 
for  International  Video  Tape  Pro- 
ductions. 

Herb  H.  Berman  and  Harr)  Sanger, 
former  eastern  and  southeastern  di- 
vision s.iKs  managers  l"r  Richard 
II    rilinan.  have  joined  Mark  Cen- 

tur)    Corp.    in    similar   capacities. 
B  Milan   will   headquarter  in   Buf- 
falo, Sanger  in  Miami. 
Peter  S.  Rodgers  elected  senior  \  ice 

president   of   National   Telefilm    W 

sociates. 

Jack  Sobel  named  manager  oi  na- 
tional sales,  w.st   coast,   for  Sereen 

is 

\rt    Greenfield    to    national    sales 
Stanager  for  M.  and  A.  Alexander. 
Diana  B.  \\ enman  to  office  admin- 
istrator for  Sandy  Howard  Produc- 
tions. 

Howard  Crafrnan  to  centra]  di\i- 
n  sales  manager  of  Allied   Vrtists 
Fele\  ision. 

REPRESENTATIVES 

•POINTMENTS:    Blair    Televi- 

m  MIA  Division  has  formed  and 
nil  exclusive!)    rep  the  Georgia- 

an.   Network   as   an   aid   to  more 

aplified     area     buying.     Stations 

ilvoKed     are     \\   UI-TV,      \tlanta. 

C,  Chattanooga,  and  WTVM 

Blumbus      .  WCMB,  Harrisburg, 

H -H  Representatives,  from  Boll- 

KRMG,  Tulsa,  and  k\(  >  \ 

s  Moines,  to  Robert  1.  I  astman 

KBMT-TV,  Beaumont-Porl   \r- 

r,  and  k  I  \  I     Minneapolis,  to 

JNSOR/5  august  1963 


Melvin  the  Clown's  a  jewel  of  a  salesman 

Nearl)   1,000  viewers  of  WTVO-'n     Rockford    111  .  visit*     I 

to  mt  1 1   station's   Melvin   the  Clown   and   I  on   .i 

Sunday,  in   response  to   1-  spots  on   WTVO.  Ston  I 

sa)  -    "It  was  .'I.  .it    ["hey  <  not  on! 

It  was  ,i  tremendous  day,     he  .nl<li-<l 


Roger  ()'(  onnor.  bringing  total  sta- 
tions for  the  new   rep  firm  t< '  eight 

.im  and  one  t\ . 

M()\  INC:  rhomas  K.  Hard)  to  the 

New  York  sales  staff  "I  McGavren- 

Guild. 

Charles  J.  Shaw  to  data  processing 


manager  ol    1 1  R    Fat  ts,   tli. 
electronic  data  processing  division 

"i  ll  i; 

fohn    Kai/    'i ansft  rred    from    the 

Dallas  radio  stall  to  the  s' 

radio  stall  "I  Katz  Vgeni 

Mai    Ewing    to    Hollywood    office 

m  in  ig<  i  ol   li'  ig(  i   <  >  <  "r 


"Please  don't  interview  the  animals!' 

\\<  fore  \i  <\  ing  \>  ss  \ .  •!  - 

Circus — tli*    \  Barry  < 

\   ,i 


61 


PRINT  WAGES  WAR 

(Continued  from  page  27) 

'last  week.'  And  the  frequent  view- 
ers, those  who  saw  a  specific  show 
five  times  'last  week'  accounted  for 
only  8%  of  the  housewives  quizzed." 

It's  worth  pointing  out  that  this 
"survey"  covers  only  four  daytime 
programs,  three  of  which  are  soap 
operas.  Interviewing  consisted  of 
phone  calls  to  housewives,  who 
were  asked  which  of  these  four  pro- 
grams they'd  watched,  and  how 
many  days  they'd  watched  them. 
All  the  conclusions  relating  to  char- 
acteristics of  daytime  tv  audiences 
were  based  solely  on  the  house- 
wives who  watched  each  of  these 
programs  evert)  day  of  the  week. 

According  to  Robert  Hoffman,  re- 
search manager  of  the  Group  W- 
owned  TvAR  rep  firm,  the  use  of 
faulty  research  techniques  and  the 
application  of  results  far  beyond  the 
scope  of  a  particular  survey  is  "inex- 
cusable." Hoffman's  wrath  stems 
from  the  fact  that  all  daytime  view- 
ing is  described  in  terms  of  the  ex- 
periences of  only  8%  of  the  sample. 

Based  on  this  8'/,  McCall's  claims 
that  these  programs  have  the  great- 
est appeal  among  women  who:  are 
older  in  age;  are  widowed  or  di- 
vorced, have  only  a  grammar  school 
education;  live  in  the  lowest-income 
households. 

What  McCall's  doesn't  remind 
admen  is  that  the  four  chosen  pro- 
grams would,  in  a  three-station  mar- 
ket, represent  only  1%  hours  out  of 
a  total  of  33  hours  of  programing 
between  7  p.m.  and  6  p.m.  daily. 

What's  more,  soap  operas  have 
traditionally  registered  above-aver- 
age appeal  among  older  people. 
(On  the  other  hand,  daytime  mov- 
ies attract  an  above-average  propor- 
tion of  young  women). 

"If  this  same  approach  was  ap- 
plied to  women's  magazines,"  Hoff- 
man remarks  tartly,  "we  would 
measure  their  readership  on  the 
basis  of  the  number  of  women  who 
read  lour  particular  articles  selected 
from  this  group  <>l  publications." 

Another  serious  and  deliberate 
flaw  in  the  McCall's  presentation  is 
the  use  ol  a  small  group  of  five-a- 
vveek  viewers  to  mirror  the  charac- 
teristics ol  the  entire  daytime  tv 
audience.  Even  within  the  limita- 
tions ol  the  Hooper  survev .  the  an- 


6'Z 


alvsis  of   the  kind  of  women  who 
watch  these  programs  should  prop- . 
erly  have  been  based  upon  all  view- 
ers rather  than   the   group   which 
watches  five  days  a  week. 

Could  it  be  that  the  use  of  a  total 
audience  would  have  produced  dif- 
ferent results?  ^ 

REGIONAL  ADVERTISERS 

(Continued  from  page  31 ) 

he  recalls."  This  year,  UA-TV  re- 
gional advertisers  total  three,  being 
Savannah  Sugar,  Liberty  Mutual  In- 
surance and  Lincoln  Income  Life. 
Savannah  Sugar  and  Lincoln  In- 
come bought  Lee  Marvin  Presents — 
Lawbreaker  and  Liberty  Mutual  In- 
surance bought  the  six  one-hour 
Wolper  specials. 

Rifkin  and  his  sales  force  have 
found  the  regional  advertiser  to  be 
more  of  a  program  merchandiser 
and  more  concerned  with  his  c-p-m 
in  sales  than  he  ever  was  with  his 
c-p-m  in  viewers.  "The  concentra- 
tion on  local  identification  seems  to 
be  more  evident  with  the  regional 
advertiser  because  of  the  regional 
community  relationship,"  Rifkin  be- 
lieves. 

According  to  John  B.  Burns, 
MGM  Television  vice  president  in 
charge  of  sales  and  a  veteran  of  syn- 
dication, (he  was  in  charge  of  na- 
tional and  regional  sales  for  ABC 
Films  previously),  there  are  two 
primary  reasons  for  the  attrition  of 
the  regional  sale  in  syndication.  Re- 
gional advertisers  have  always  in- 
sisted upon  prime  time  for  syndi- 
cated shows,  Burns  notes.  But  in  the 
past  few  years  networks  expanded 
their  prime  time  programing  ;nd 
stations  have  increased  their  net- 
work programing.  Burns  points  out. 

The  result:  few  prime  periods  are 
now  open  to  a  weekly  regional  ad- 
vertiser. 

"A  second  factor  is  that  the  re- 
gional advertiser  insisted  on  quality 
first-run  product  as  his  vehicle,  and 
this  is  no  longer  generally  avail- 
able," Burns  says.  "Most  producers 
won't  venture  into  production  ol 
shows  designed  lor  syndication  be- 
cause ol  the  weakness  ol  the  mar- 
ket and  the  difficulty  ol  recouping 

rusts. 


But  some  major  syndieators  stand 
ready  to  provide  quality  first-run 
product  should  regional  advertisers 
appear  on  the  scene. 

This  is  the  waj  Len  Firestone  ap- 
praises the  situation:  "The  prime 
time  situation  is  now  easing  and  it 
could  be  an  inventive  for  substan- 
tial regional  advertisers  to  return. 
Some  regional  advertisers  appear  to 
be  taking  their  cues  from  network 
users  and  buying  participations. 
Some  of  these  will  soon  wake  up 
and  say:  'We  miss  that  identifica- 
tion with  our  own  show  .  We  can't 
do  much  promotion  and  exploita- 
tion with  the  kind  of  buys  we  are 
making  today.  Maybe  we  should  In- 
going back  to  first-run  syndicated 
programs.'  Yes,  I  think  regional  ad- 
vertisers will  return  and  we're  ready 
for  them  if  they  want  first-run  prod- 
ucts. If  enough  regional  advertisers 
are  ready  to  go,  we  can  do  a  job  for 
them." 

Firestone  revealed  that  Four  Star 
is  presently  developing  two  first-run 
properties  for  syndication.  But  he 
said,  with  emphasis:  "We  won't  go 
ahead  with  production  until  there's 
a  big  regional  advertiser  available. 
Otherwise,  it's  too  risky  an  under- 
taking." 

The  regional  advertiser,  as  Lie* 
benguth  analyzes  it,  didn't  disap- 
pear; he  was  abandoned.  The  re- 
gional advertiser  was  left  high  and 
dry  by  the  syndieators  "and  was 
immediately  coddled  to  tin-  relative 
'safety'  of  spot  flexibility  by  their 
agencies,"  according  to  Liebenguth. 

"As  an  example,  a  short  while  ago 
I  was  involved  with  two  blue  chip 
regionals  who  wished  to  renew 
sponsorship  of  their  programs  at 
10  per  cent  increase  in  talent  cost 
but  the  syndieators  concerned  chos< 
not  to  continue  production  —  ami 
there  was  no  other  suitable  prop- 
erty to  replace  them,"  says  Lichen 
guth."  As  of  this  date,  both  of  thes< 
ex-program  sponsors  are  firmly  en- 
trenched in  flights  of  participations. 
It  is  true  that  regional  sponsors  rep 
resent  the  backbone  of  syndication 
— first-run  syndication,  that  is  \in! 
1  believe  the  same  situation  will 
prevail  again.  However,  the)  want 
a  program  that  is  exclusive,  nic'i 
chandisable  and  new.  with  Hist  rate 
production.  When  such  programs 
become  available,  then  syndieators 

SPONSOR   5  AUGUSl     I1" 


( .in  retui n  iii  the  regit inal  sp< insor, 
mil  \  i<  c  versa  Sti  irei  Pi  ograms  Is 
planning  t<>  do  inst  thai 

In  ( '.it Iton's  opinion  the  regional 
advertise]  < li« I  not  disappeai  i  om 
1>I.  I.  U  Imi  he  certainl)  has  be*  ome 
mi iir  cliisi\ i  [Vans-Lux  I  ■  K  \  ision 
.u  ( i  irding  ti  i  (  .11  Iton,  has  a  substan 
ti.tl  .iiiii'iint  invested  in  the  beliel 
tli.it  the  regional  .nl\  ertisei  i  an  be 
brought  back  to  television  with 
propei  programing  and  the  fui  thei 
Ix  In  l  th.it  time  slots  w  ill  open  up 
Foi  tin  regional  .uU ei tisei  as  in  the 
past  Trans  Lux  is  prepping  a  half- 
hour  series  called  Guest  Shot  whi<  h 
it  regards  as  ideal  For  the  regional 
advertiser. 

( )|)tion  ruling  good 

The  option  time  i  tiling  ma)  not 
open  di'i irs  I  slots  1  >i it  it  must  hn\ e 
.1  positive  influence  on  the  thinking 

dl  those  w  I  it »  would  like  tu  mi  .i 
return  to  first  run  syndication  pro- 
grams, says  Carlton.  "The  regional 
,ul\  1 1  tiser  .ind  Ins  agenc)  must  wel- 
feome  the  opportunity  to  re-establish 
their  position  in  the  markets  they 
ser\e  \i.i  television.  Until  the  ruling 
u.is  handed  down,  it  was  largel)  a 
matter  of  conversation.  Now,  .it 
le.ist.  there  is  ,i  wedge  .mil  conver- 
sation can  become  action." 

Speaking  oi  option  time.  Victor) 
observes  that  regional  and  national 
advertisers  such  as  \iueriean  Home 
Products,  Colgate,  Lever,  P&G,  Fal- 
stall  and  Budweiser  are  continuall) 
midying  the  market  1>\  market  pat- 
fern  with  a  view  towards  a  shift  in 

their  media  planning.  "This  will  de- 
pend   on    how     station    option    time 

will  be  affected  in  the  coming  sea 
son."  \  i(  tor)    sa\  s. 

Echoing  Fau pel's  sent i menl s, 
MCA  TV's  Colden  observes  that 
man)  potential  regional  advertisers 
who  normall)  would  sponsor  first- 
ran  syndication  programs  because 
I  greater  identification  with  a  par- 
ticular series,  now  find  there  are  not 
man)  lust  run  syndication  programs 
available  foi  sole  sponsorship. 

However,  Golden  maintains,  there 
•re   still    important    regional    spon- 
sors, like  Kroger  Supermarkets  and 
1  •  \  More,  which  have,  for  example, 
Leoi  i    It   To  Bt  m  ,  i  and  Bachi  lot 
Father  in  Ohio.  "\\  e  believe  that 
'.(•(  kerboard    pattei  n   of    pre- 
emption   around    the    COlintT)     will 
ontinue  to  expand,  thereb)  making 
t  likely    that    regional    advertisers 

Kill  once  again  find  it  desirable  and 


■  lln  n  nl     I.  i    sp.  him  ii     tin  ii     i  iv  n    ; 

grams     <  Ii  ilden  sav  s 

(  i  immenting  on  the*  hangin  •  pat 
ti  in  nl  s\  ihIk  ation,  \K  in  Sussman 
\  k  e    president    of    \\  iw     ii  >gram 
Sales    lui     sa\ s  tin   regional  advei 
tisei  now  feels  that  "II  network  r< 
i  mis  don  i  delivei  to  him  the  desii  1 1 1 

uli  niilii  at and  the  men  handis 

ing  potential,  so  he  has  taken  to 
spot  buying — which  i tatter  how 

it  is  mlii  pud  d  has  Imi  i  inn-  a  trend 
in    the   nidusliv 

I  low  ever,   ii    in  the  future  the 

uidusli  \    pi  i  kIih  es  and   makes  a\  ail 

able  more  lust  run  pi oduct  there  is 
no  di mlii  m  in\   rnind  thai  the  re 
gional  advertiser  will  reappeai    in 
strong  numbers,    Sussman  viw 

\sked  how  tins  relates  t"  i7n 
Stet  i  \ll<  n  Shou  and  other  ( .roup 
\\  s\  ndicated  programs  such  as  /  U, 
Children's  Specials,  Sussman  points 
out  that  the  Vllen  show  is  in  essem  e 
a  spot  (airier  hut  an  increasing 
number  ol  regional  and  national 
advertisers  are  buying  the  show  on 
a  regular  basis. 

"In  making  such  a  bu)   on  the 
Allen  show,  the  advertiser  accrues 

SOme  of    the  benefits   he  eiijo\  ed   in 

regional  buying  nl  several  years 
ago,  "Sussman  points  out.  "He  is 
buying  a  first-run  syndicated  net- 
work-type show,  with  all  the  bene- 
fits lu  was  accustomed  to  receive 
in  Ins  previous  regional  buying  pat- 
tern. 

Sponsors  show    interest 

That  advertising  agencies  and 
their  clients  are  beginning  to  show  a 
renewed  interest  in  regional  pro 
graining  buys  rather  than  spot  buy- 
ing, is  also  indicated  1>\  ^BC  Films 
Tobin. 

In    the   past    se\  oral    months,    we 

have  In  t  n  getting  more  and  mor< 
reports  from  the  large  ad  agencies 
and  from  our  di\  ision  manag<  i  S  m 
the  field  that  the  regional  advei  ti- 
ers ol   Former  years  are  again  ■ 
pressing  an  interest  m  programin 
Tobin   sa\s. 

T\  film  s.iKs  on  a  regional  patt<  rn 
still  constitute  an  important  part  <>t 
"our  business,"  vi\  s  \\  illiam  P 
Breen,  vice  president,  sales  NB< 
Films,  hut  the  trend  is  definite!) 
awa\  from  this  t\  pe  "i  dish ibutJon. 
( liting  ret  t  nt  salts.  Breen  named 
deals  w  iihm  the  '  m  rent  j  i  u  foi 
such  shows  as  Hennesey  and  The 
/).  i»it>i.    the   former    t<     Fori  most 

Dames  m   l1)  markets  and  the  Lit 1 1  I 


to    (  I 

iii  u  k.  i       Mi    illongh    < 
also  bought  /  Iii  Pi  ptity  i"i  80  i 
I  that    in   loi 

)  i    ii  |    it  '    i snal   to   icll 

lixi  in  u kets  or  i 
was  oik  e  tl  vith  tin   salt 

|im  Bu  kits  to  that  man 

(    .11  In.  ! 

1 1  (   makes  big  deal 
Mori    evident*    that 
deals,  albeit  not  on  th< 
in \ i  .u     an     bcin  nsummal 

t  ame  last  w eek  when  ln< l<  j"  ndi  nt 
1 1  Ii  \  Ision  <  orp  annoum  -  d  w  hat  it 
dest  i iIh  (I  as  the  In  ional  ol 

the  year,  the  sale  ol  six.  lust  run 
one  hours  i if  the  In  Stafford  Shi  • 
Fori  iin isi    l )  in  H  s    i ■  i     .ii   markets 

W  est   ol    the   Mississippi 

I  think  this  .uisw i  is  the  quest 

nl  w hether  the  <\-i\  "f  th<    big  n 

gional  is  g \h.    Mandell 

ecutive  \  i<  e  president    I  I ( 
\\  ith  tin    release  "I   option  time 

and    the    future    pri  's|)it  ts    1. 1     nidi 

iional  channels,  we  should  see  m 
ol  this  t\  pe  "l  sale  Hut  the  final  an 
swer  always  lies  with  the  product 
We  im  i  sit  (I  milln his  i if  dollai  s 
the  Jo  Stafford  Shou   t  md 

production  and  as  ,i  result  were  able 
to  offer  tin  regional  ad>  ei  tisei  ; 
graining  that  is  top  network  qualit) 
m  ever)  respi  d    Fi  'i  the  produ 

W  ho   is    W  tiling   I'  i   niaki     this    lliv 

inent.  the  regional  ad>  extisi  i  w  ill 
alwa)  s  In   ,i  prime  prospi 

Regional     advei ti»  is     ar<      still 
around  in  s)  ndication  and  ( )ffu  ial 

Films    is    getting    Its    share    Ol    them 

a<  t '  irding  to  s>  %  moui   Reed,  pi  ■ 

dent     Pat  iin    (  5as  &    I   I'  i  b  n     is  now 

m    its    s,t .  md    )  i  ai    ol    spi  >nsi  i 
( )l "s  Biography  series  in  seven  <  ah 
fomia    markets,    through    HIU) 
Kansas  Bakers    ^ss'n,  « ith  a  mem 
bership  oi  "i^11  hanks  m  that  si 
it  in  w ed    Biography   for   a    s*  i  ond 
\(  ar   in   three   markets  starting   in 
in  i    \  i.i  Forbes 
In  sum.  the  majority  "t  s) ndi< a- 
do  ii"t  appeal  to  b<    in  a  ] 
tu  ularl)  high  si  I  he 

rail  mood  s 
cautious   optimism    W  ith    perhaps 

more    prime    tune    opening    and    a 

w  illingni  ss  on  the  •  nal 

advertisers  nvest  in 

fust  inn    pr.xlui  t     ti 

i  eivabl)  l><  a  n  turn  to  the  s)  ndi 

V)  tram    I  I 
fast    it    Will 


iPONSOR  ;,    v,  ,.,  si    pi,,.; 


Investment  Opportunity 


He's  learning  to  feed  your  work  force. 

It's  a  big  job.  And  it  will  be  bigger  still.  For  by  the  time 
he  is  grown  there  will  be  twenty  million  more  men  and 
women  ready  to  enter  our  industrial  labor  pool. 

To  equip  him  for  this  gigantic  task  we  must  all  contribute 
something.  Planning,  thought,  money,  love,  training.  Peace. 
Above  all.  peace  and  freedom.  For  what  will  the  long  years 
of  preparation  mean  if  the  fruits  that  he  garners  from  the 
earth  cannot  be  enjoyed  in  homes  that  are  free? 

You  have  an  investment  in  that  youngster.  To  protect 
this  investment,  you  can  join  with  other  leading  American 
businessmen  to  promote  the  Treasury's  Payroll  Savings  Plan 
for  U.S.  Savings  Bonds.  The  Plan  works  for  soundness  in 


our  economy,  strength  in  our  defenses,  thriftiness  and  pru- 
dence in  our  thinking. 

When  you  bring  the  Payroll  Savings  Plan  into  your 
plant — when  you  encourage  your  employees  to  enroll — 
you  are  investing  in  those  who  will  provide  food  for  the 
tables  of  America  twenty  years  from  now.  You  are  invest 
ing  in  all  the  young  farmers,  ranchers  and  herders  of 
America's  tomorrow.  You  are  investing  in  America's  future. 
In  freedom  itself. 

Don't  pass  this  investment  opportunity  by.  Call  your 
State  Savings  Bonds  Director.  Or  write  today  to  the  Treas- 
ury Department.  United  States  Savings  Bonds  Division, 
Washington  25,  D.C. 


m 


<>4 


in  your  plant. ..promote  the  PAYROLL  SAVINGS  PLAN  for  U.S.  SAVINGS  BONDS 

Tlie  U.  5.  Government  does  not  pay  for  this  advertisement.  The  Treasury  Department  thanks,  for  their  patriotism.  The  Advertising  Council  and  this  magazine. 

SPONSOR/5  august   \%'S 


'VIEWPOINT 


A  column  of  comment 

on  broadcasting/advertising. 

by  industry  observers 


Broadcasters  And  The  NBBB:  Self  Regulation  Can  Work 


By  Allan  E    Bachman 

.  i. ,  uiii  •■  1 1. .    presidt  nt . 

Vattonal  /)'•  rr.  r  Business  Butmu 

Few  businessmen  would  read 
kii)dl\  to  Further  bureaucratic  in- 
trusion  into  then  affairs,  and  it 
would  seem  safe  to  sav  thai  radio 
.Hid  til.  \ision  broadcasters  can  not 
be  counted  among  the  few.  Pre- 
sumabl)  the)  can  speak  from  pain- 
ful experience  on  the  subject,  and 
for  them  the  choice  between  self- 
regulation  and  more  government 
control  is  eas) 

Hut  onl)  the  choice  is  eas) .  Self- 
regulation  in  the  broadcasting  busi- 
ness or  any  other  comes  hard  if  it 
is  meant  to  be  more  than  a  catch- 
phrase.  It  takes  a  good  deal  of  or- 
ganized effort  and  an  uncompro- 
mising stand  on  principles.  It  means 
accepting  the  responsibilit)  For  the 
credibilit)  ol  advertising  and  the 
good  reputation  ol  (he  industry  be- 
fore the  public. 

Man)  in  advertising  and  media 
have  lone  accepted  and  exercised 
tins  responsibility,  hut  it  is  certainly 
not  universal!)  accepted.  \nd  the 
need  lor  effective  self-regulatiorj  is 
even  more  evident  today,  when  in- 
creased   government    regulation    is 

too  often  thought  to  he  the  CUTC  for 

am  economic  ill. 

There  is  a  more  compelling  rea- 
son: During  the  51  years  that  it  has 
n  in  existence,  the  National 
Better  Business  Bureau  has  seen  a 
pronounced  change  in  the  attitude 
of  consumers  toward  advertising. 
Consumers  today  have  higher 
standards.  They  have  been  edu- 
d  to  demand  truthful  advertis- 
ing as  their  right,  and  when  busi- 
ness or  any  conspicuous  minority 
of  business  fails  to  observe  this 
right,  the  government  will  intervene. 

Advertisinu  has  a  built-in,  three- 
way  system  of  cheeks  and  balam 
National  advertisers  have  a  re- 
sponsibility to  exercise  self-disci- 
pline, and  to  forego  exaggerated 
claims  Vgencies  have  a  responsi- 
hilitv  to  demand  proot  ol  claims. 
Media — in  its  kex  role  as  final  ar- 
hiter-   has  a  responsibility    to  pass 


up  a<lv ri i ising  revenue  i athei  than 
accept  unsuppoi ted  i  laims 

Tin-    National     Bun  au    has    had    a 

long  ami  d uiilul  relationship  with 
broadcasters  and  it  is  oui  belie!  thai 
the)  aie  meeting  then  responsibil 
iiv   w  ith  ii u  reasing  >  igilan<  e    Con 

sideling    (lie    xast    amount    ol    lei. 
v  ision     and     radio     advertising     to 
which    the    public     is    exposed,    we 

receive  comparativel)  lew  com- 
plaints about  the  accural  j  o!  ads 

\\  e  tliink  that  some  share  o|  the 
Credit     can     be     attributed     to     the 

growing  use  w  hie  h  broadcasters  are 
making  ol  the  i.n  t  finding  fat  iliti<  s 

ol  Better  Business  Bureaus  During 
PH>2.    the    National     Bureau     alone 

answered  about  loot)  inquiries  from 
broadcasters  regarding  the  respons- 
ibilit) ol  prospective  advertisers  or 

the  v  alidit)  ol  the  claims  thev  pro- 
posed to  make.  These  inquiries 
came  primarily  from  the-  networks 
and  the  'It  lev  ision  (  ode  (  )|[it  e.  but 
there  was  a  considerable  number 
Iroin   individual   broadcasters 

Man)  broadcasters  make  t  ons<  i- 

entious   use  ol   "Do's   and    Donts   in 

Advertising  Copy,"  the  National 
Bureau's  loose  Kal  compendium  o! 

definitions,     standards,     rules,     and 

regulations   governing  advertising. 

Supplemented  and  lev  ised  eat  li 
month  since  it  was  first  published 
in  L949,  "Dos  and  Donts  now 
contains    more    than    360    chapters 

'The  range  "I   topics   is  broad     \ 

recent     supplement,     for     example, 

discussed  such  diverse  subjects  as 

the    use   of    the   word   "tost''   in   ad- 
vertising; the  "law  versus  lotterii 
and  the  Federal  'Trade  Commission 
guides  for  advertising  devices 

fered  to  the  public  for  home  use  in 
detecting  and  measurinu  fallout. 

To  further  assist  broadcasters 
with  their  copy  acceptance  prob- 
lems, the  NBBB  sent  them  nu- 
merous bulletins     57    in    ll>d2     siip- 

plying   up-to-date    information   on 

questionable  advertisers,  ai 

and  bad  advertising  practices    \s  a 

it  suit,      broadcasters      dec  lined      an 

impressive  amount  of  advertising 
revenue  b)  n  je<  tin  ids 


III     llie     I! 

National     Buieau    often 

cop)  word  b)  word  w  ith  inquii 

bro  Although  ihi 

t  onsuming    it   i '(ten   r<  suits  in 

n  fusal   b)    Bo i.ttli  usl 

(  Op)       W  hell      i  I  lllll  H  'l|i 

ported  l>\  t  omp<  ten!  <\  id< 
frequentl)  asked  'o 

w  ol  k  poliC)   on  ath  I 

meet  infoi mall)  x\  ith  network  | 
pie  from  tune  to  time  t..  disci 
advertising  matters    We   feel   *\>^ 
t  los.   (  noji,  ration  is  produi  toe  and 

we    would    like    to    See    more    of    it 

Thus  the  belie!  thai  self-regula- 
tion   i  lit  i  ti\  el)    ■  'i  :iiu/'  d   and   nn 
plemented  i  an  ani  I  does  work   i 
liiul  ampli    support   in  the  broad 
t  asting   business     I  he   i  on< 
sell  regulation  ma)  have  Been  I 

expressed    bv    the    I    lilted    SI  ;  S 

|Hi  nie    (   ■  mi  t.    It    said: 

\ .  iluntai  ■■   action  1 1 »  end  al 

anil  to  tost,  i   fail   '  ompi  tito e  op- 
portunities   in    the    publii    int<  • 

max    be    more    I lit  t  tixe    than    legal 

pint  esses    \n'l 

or    max     appropi  iatel)     have    w  : 

objectives  than  merel)  the  rem  >x al 
ol    evils   which   are    infi 

positiv  e  law  ^ 


Allan  E    Bachman 


A  Prim  ,  he 

I    tiu- 

as    inaiu. 

tlhT  and  ■ 

tint* 


sponsor  5  xi  <a  m  196  ; 


65 


'SPONSOR 


President  and  Publisher 
Norman  R.  Glenn 

itive  Vice  President 
Bernard  Piatt 

Secretary-Treasurer 
Elaine  Couper  Glenn 


EDITORIAL 

Editoi 

Robert  M   Grebe 

Executive  Editor 
Charles  Sinclair 

Art  Director 
Maury  Kurtz 

Senior  Editors 

Jo  Ranson 

H.  William  Falk 

Special  Projects  Editor 
David  G.  Wisely 

Associate  Editors 
Jane  Pollak 
Barbara  Love 
Audrey  Heaney 
Niki  Kalish 

Copy  Editor 
Tom  Fitzsimmons 

Assistant  Editor 
Susan  Shapiro 

Washington  News  Bureau 
Mildred  Hall 


ADVERTISING 

Southern  Sales  Manager 
Herbert  M.  Martin  Jr. 

Midwest  Manager 
Paul  Blair 

Western  Manager 
John  E.  Pearson 

Production  Manager 
Mary  Lou  Ponsell 

Sales  Secretary 

Mrs.  Lydia  D.  Cockerille 


CIRCULATION 

Manager 
Jack  Rayman 
John  J.  Kelly 
Mrs.  Lydia  Martinez 
Anna  Arencibia 
Mrs.  Lillian  Berkof 


ADMINISTRATIVE 

Assistant  to  the  Publisher 
Charles  L.  Nash 

Accounting 

Mrs.  Syd  Guttman 
Mrs.  Rose  Alexander 

( ienera]  Services 
George  Becker 
Madeline  Camarda 
Michael  Crocco 
Dorothy  Van  Leuven 
H.  Ame  Babcock 


Staff 


'SPOT-SCOPE 


Significant  news, 
trends,  buying 
in  national  spot 


TEXIZE  WANTS  YOU  TO  CARE  A  LOT 

Texize  Chemical's  (Greenville,  S.  C.)  Care  chlorine-free  liquid  bleach  has 
■  started  a  new  13-week  radio  campaign  keyed  to  the  theme,  "Stop  giving 
your  wash  a  bleach-ache!"  A  free  offer  of  the  product  is  a  part  of  the  mes- 
sage being  delivered  live  by  personalities  in  minute  spots  on  three  New 
York  stations,  WNEW  (Klavan  &  Finch),  WABC  (Herb  Oscar  Anderson), 
and  WOR  (Arlene  Francis,  the  McCanns,  the  Fitzgeralds)  covering  Metro- 
politan New  York,  New  Jersey,  Westchester,  and  Long  Island  areas.  News- 
paper support  started  last  week.  Care  is  also  delving  into  spot  television] 
expects  to  use  tv  in  the  New  York  area  shortly,  hopes  to  expand  both  radio 
and  television  usage  in  the  near  future.  Tv  is  being  used  at  the  present  time 
in  Springfield,  Mass.  only,  where  a  saturation  campaign  is  in  progress  to 
check  product  movement.  A  total  of  56  spots  a  week  (minutes  and  20s  in 
prime  time  and  daytime)  are  being  carried  on  \\  WLP-TV  and  \YHY\-TV. 
Filmed  tv  spots  are  geared  to  a  fashion  approach,  and  10  of  these  test  spots 
per  week  are  aired  live  by  women's  show  personalities  on  the  Springfield 
stations.  Agency  is  Venet  (Union,  N.  J.);  account  exec:  Herman  Meyers. 

TV  BUYING  ACTIVITY 

•  Best  Foods  Skippy  Peanut  Butter  campaign  will  go  into  nine  southern  markets 
starting  1  September  to  reach  markets  not  receiving  network  effort  (Flint- 
stones,  ABC).  The  14-week  campaign  of  20s  and  daytime  minutes  is  being 
bought  by  Gail  Cummings  at  Guild,  Bascom  &  Bonfigli  (New  York). 

•  Folger'S  Coffee  perking  into  major  markets  in  a  38-state  sales  area  described 
as  being  west  of  the  Ohio  Valley  and  south  through  Florida,  with  a  cam- 
paign of  minutes,  20s,  and  I.D.s.  In  some  areas  of  the  southwest,  the  spots 
will  be  aired  in  Spanish.  Said  to  be  the  largest  independent  coffee  company 
and  its  products  the  second  best-selling  coffee  in  the  country.  Folger's  new 
drive  will  push  their  newly  designed  container,  a  vacuum-packed  can  with  ] 
a  clear  plastic  snap-on  lid  which  eliminated  the  need  for  a  key.  Campaign 
will  begin  the  first  week  in  September  for  four  weeks.  Buyer  at  Cunningham 
&  Walsh  (New  York)  is  Frank  MacDonald. 

•  Best  Foods  Corn  Products  Nu  Soft  (fabric  softener  rinse)  going  into  25  to  30 
markets  nationally  with  a  campaign  due  to  begin  26  August  for  a  14-week 
run.  Buyer  Mort  Weinstein  at  McCann-Erickson  (New  York)  interested  in 
early  fringe  minutes,  some  prime  I.D.s.  and  some  weekend  time. 

•  Hanes  Hosiery  fall  campaign  of  Fringe  minutes  and  I.D.s  being  bought  by 
George  Karalekas  at  Grey  (New  York).  Markets  and  length  ol  time  are 
undisclosed  as  yet. 

•  General  Mills'  three  new  Bett)  Crocker  rice  casseroles  going  into  a  national 
spot  campaign  15  September,  now  that  full  national  distribution  lias  been 
realized.  Drive  of  minutes,  20s,  and  30s  will  run  throughout  the  year.  Con-, 
eentration  of  spots  will  he  in  fringe  nighttime,  hut  other  time  periods  will  hi 
purchased  where  good  avails  exist.  Network  (Judy  Garland),  and  magazine- 
will  also  be  utilized.   Buyer  is   Marie   buisi  at   Doyle-   Dane   Bernhach  (Newll 

York). 


titi 


SPONSOR   ;»    u  (.i  m    I96i 


OLDEN  GATE  EAST 


e  great   CHESAPEAKE   BAY   BRIDGE-TUNNEL,' 
oening  in  January,  is  the  golden  link  that  the 

perfs  say  will  cause  Norfolk-Newport  News, 
Vginia's  Tidewater  metropolis,  to  burst  into 

llions  and  become  the  South's  leading  market, 
right  now,  is  urban  population 

3nked  28th  in  America)  equaled  in  the 
.'lutheast  only  by  metro  Atlanta  and  w 

/ami.  WTAR-TV  s  Metro  area  alone 
jnduplicated  coverage  of  nearly 

rvillion  people1  What  a  place  to 
r  a  new-business  dollar!  TideWTAR 
a  better  way  to  spell  it, 
d  the  best  way  to  seH  it. 


7VTAR 


One  of  the  "Five  Future  Wonders 

of  the  World" 

(Reader's  Digest,  Jan.  '63) 


niiiif\iiihliiiIJI'!lll,l'|titilJIM 


WKZO-TV  MARKET 
COVERAGE  AREA  •  NCS  '61 

hatch:  i 


%  A  tidy  Bourn  and  Jack  Burke  fought  7 
hours  and  19  minutes  on  April  6.  1S°3. 


BUT...  WKZO-TV  Slugs  The  Hardest 
in  Greater  Western  Michigan! 

WKZO-TY  has  the  most  potent  Sunday  punch  (weekday?, 
too)  in  Michigan  outside  Detroit. 

(1)  It  packs  a  heavyweight  wallop  in  prime  time.    NS1 
(March  '63)  credits  WKZO-TV  with  an  average  of  3* 
more  homes  than  Station  "B,"  7:30-11  p.m.,  Sunday 
through  Saturday. 

(2)  And  ARB   (March  '63)  shows  WKZO-TV's  fancy 
footwork  also  dazzling  the  daytime  opposition,  averaging 
75%  more  homes  than  Station  "B,"  9:00-noon  weekdays. 

See  Avery-Knodel  for  the  blow-by-blow  account!   And 
if  you  want  all  the  rest  of  upstate  Michigan  worth  having, 
add   WWTV    WWUP-TV,  Cadillae-Sault  Ste.  Marie,  to 
your  WKZO-TV  schedule. 


"WKZO-TV 

100,000    WATTS       •      CHANNEL  3      •       1000'   TOWER 

Studios  in  Both  Kalamazoo  and  Grand  Rapids 

For   Greater   Western   Michigan 

Avery-Knodel,  Inc.,  Exdutire  National  Repretenialivet 


SPONSOR 


THE  WEEKLY  MAGAZINE  RADIO/TV  ADVERT1 


12  AUGUST  1 963 — 40. 


USE 


v  -f 
6  4 


TV  BILLINGS  MARK 
BY  AUTO  MAKERS 
SEEN  FOR  '63  p  « 

Ratings-accuracy 
upheld  by  using 
2  techniques    p.  37 


MAXIMUM  RESi  ONSE 

-that's  advertising  efficiency. 


WBAL  TV.BALTIMORE 

MARYLAND'S  NUMBER  ONE  CHANNEL  OF  COMMUNICATION" 


NATIONALLY  RFPRESFNTEO  BY  EDWARD  PCTR>    | 


GREATER* 

Wheeling-Steubenville 
Ohio  Valley  Market 

5fc  GREATER 

because  WTRF-TV's 
NEW  TALLER  TOWER 
has  replaced  our 
old  smaller  tower. 
Note  these 
impressive  NEW 
WTRF-TV  market 
area  figures  .  .  . 

529,300 
TV  HOMES 


$5,369,000,000 
TOTAL  SALES 


It  all  adds  up 
to  profitable 
results  for 
advertisers. 
For  WTRF-TV 
availabilities, 
call  VP  Bob 
Ferguson  or  SM 
Cy  Ackermann, 

,,,Area  Code  304, 
32-7777. 
National  Rep., 

George  P. 
ollingbery  Co. 


Equipped  for  network  color 

WHEELING,  WEST  VIRGIN!/ 


PERSONALITY 


Ed  Murphy 
MUSIC 


Frrci  H.llrgm 
NEWS 


Joel 

Mareinitt 

NEWS  , 


It  packs  a  friendly   punch.   Stroll   down   the   street 
with    Fred    Hillegas    or    Carol    Johnson    or    Deacon 
Doubleday.  Watch  the  smiles  light  up  peoples'  faces; 
hear  the   known-you-all-my-life   greetings   from   total 
strangers. 

This  friendly  attitude  is  for  you,  too,  when  these  personalities 
are  selling  for  you.   And,   that's  why  WSYR   Radio   is  the 
greatest  sales  medium  in  Central  New  York. 

So  you  see  what  happens: 

Personality  Power   =   Sales  Power  for  you    in  the 

18-county  Central  New  York   area. 
Instant  friends  for   what   you    have  to  sell. 


Richard  Hoffmann 
BUSINESS    NEWS 


SPONSOR      |2      U..I   M       19 


METRO-GOLDWYN -MAYER  TELEVISION  PRESENTS 


View  from  the  Lion's  Den 


War  is  Hell.  Lieutenant 

■  While  war  is  history,  real  (and  a  profes- 
sion) it  fortunately  doesn't  have  universal 
appeal.  It  is  certainly  a  subject  women  shun. 
A  recent  example  is  found  in  television. 
This  past  season  brought  two  war  slanted 
series  to  home  screens.  Their  action  and 
adventure  was  popular  with  men,  but  was 
of  great  disinterest  to  women.  TvQ  found 
both  shows  were  over  40%  more  popular 
with  men  than  women.  This  is'not  the  ratio 
for  top  TV  success.  By  contrast,  the  reverse 
ratio  is  true  of  drama  programs.  So,  can 
we  have  the  best  of  two  worlds?  Something 
military  and  dramatic  for  both  men  and 
women? 

■  The  answer  is  the  peacetime  Marines. 
There's  no  argument  (and  there  better  not 
be)  that  the  Marine  Corps  is  a  fighting  out- 
fit. But,  what  is  it  like  to  learn  the  difficult 
profession  of  a  Marine?  A  young  marine 
has  many  of  the  learning  problems  of  the 
young  doctor  or  lawyer  — yet  he's  assigned 
responsibilities  quicker,  has  tougher  ground 
rules.  For  any  bright,  dedicated  and  sensi- 
tive young  man,  learning  the  job  of  Marine 
is  loaded  with  drama  potential. 

■  Sound  off.  Right  now  all  these  elements 
of  drama  centered  around  a  young  lieuten- 
ant in  the  peacetime  Marine  Corps  are  be- 
ing put  on  film  — an  hour's  worth  a  week 
for  a  September  start  on  NBC -TV  7:30  pm 
Saturdays.  There's  all  the  action  of  land, 
sea  and  air  training  for  the  old  "boot"orthe 
contemporary  youngsters.  Plus  there's  the 
dramatic,  occasionally  traumatic,  transfor- 
mation of  a  young  officer  from  a  "green 
shavetail"  to  a  combat-ready  platoon  lead- 
er. Here  is  real  flesh  and  blood  excitement 
of  living  and  learning  — on  base  and  off. 

■  This  series  is  called  THE  LIEUTENANT. 
It  stars,  to  quote  an  accurate  press  release, 
"rugged  ex-football  player  and  film  stunt- 
man"  Gary  Lockwood,  with  Robert  Vaughn 
as  co-star.  Already  Lockwood  has  learned 
much  of  what  it's  like  to  be  a  Marine.  The 
Marines  are  trying  to  learn  from  him  what 
it's  like  to  be  a  TV  star;  such  things  as 
"What  kind  of  a  date  is  Tuesday  Weld?" 
Peace,  it's  wonderful. 


'SPONSOR 


12  AUGUST   1963 

VOL.  17  No.  32 


Key  Stories 

29     AUTOMOTIVE  BILLINGS  CONTINUE  TO  SOAR 

Tv  car  gross  time  sales  this  year  expected 
to  go  to  record  $70  million  or  beyond 

33  SPOT  RADIO  SELLS  CONCEPT  OF  DEMOCRACY 

Sonderling  stations  launch  year-long  campaign 
to  guard  against  radicals,  left  and  right 

34  DANNY  THOMAS  —  THE  'TOOTHLESS  TIGER' 

Man  of  many  successful  enterprises  including 
'Danny  Thomas  Show'  now  starting  seventh  season 

37     RATINGS  TESTED  BY  DIFFERING  TECHNIQUES 

Nielsen,  by  comparing  separate  measurements, 
finds  close  agreement  upholds  accuracy 

40     TvAR  TAKING  SOFT-SELL  SEMINAR  ON  THE  ROAD 

Combination  workshop  presentation  will  make  tour 
to  reach  1,000  admen  in  eight  major  markets 


Sponsor-Week 

11       Top  of  the  News 
49      Advertiser  &  Agencies 
56      Stations  &  Syndication 


54       Radio  Networks 
54       Tv  Networks 
60       Representatives 


48       Washington  Week— broadcast  ad  news  from  nation's  capital 

Sponsor-Scope 

19       Behind-the-news  reports  &  comments  for  executives 

Departments 


24 

Calendar 

6 

Publisher's  Report 

46 

Commercial  Critique 

64 

Sponsor  Masthead 

16 

Data  Digest 

64 

Spot-Scope 

24 

555  Fifth 

44 

Timebuyer's  Corner 

60 

Newsmakers 

63 

Viewpoint 

SPONSOR  16  Combined  with  TV,  U  S    Radio,  US    FM  R.  S   1963  SPONSOR  Publications 

EXECUTIVE,  EDITORIAL,  CIRCULATION,  ADVERTISING  OFFICES:  555  Fifth  Ave.    Nev> 

vork   17.  212  MUrroy  Hill  7-8080. 

MIDWEST  OFFICE:  612  N.  Michigon  Ave.,  Chicago  1  1,  312-664-1  166. 

SOUTHERN  OFFICE:  Box  3042,  Birmingham   12,  Ala.  205-FA  2-6528. 

WESTERN   OFFICE:  601    California  Street,  San  Froncisco  8,  415  YU    1-8913. 

PRINTING  OFFICE:  229  West   28th  St.,   New  York    1,   N.   Y. 

SUBSCRIPTIONS:  U.S.  $8  a  year.  Canada  $9  a  year.  Other  countries  $1  1   a  year. 

copies  40i     Printed   in   USA.   Published  weekly.   Second   class   postage   paid  at 


Smglt 
NYC' 


SPONSOR     [2     M  <.l  SI      196 


WE'VE  GOT 
AWAY 
WITH 
WOMEN 

Month  after  month,  Channel  2 
is  the  No.  1  spot  on  the  dial  for 
Detroit's  women  viewers,  spe- 
cially the  18  to  30  year  olds.  To 
lick  any  sales  problem  you 
may  have  with  this  big  buying 
group,  call  your  STS  man. 

18  to  39  Year  Old 
WOMEN    VIEWERS 

Sept..  1962  thru  June,  1963" 


WJBK-TV 

STATION  ••B" 
STATION  "C" 
STATION  "D" 


43% 
25% 
17% 
15% 


m    m  r  *., 

ARB  Stot     l<*.'_M„  ha.    |%3 


WJBK-TV 

ces  in 
DETROIT 


2 


MILW  \l  kn- 

Will   |\ 


MIWII 

Wi.Hs 


I  rWI.WM 
U  |\\    |\ 


ell  \U   \N[) 
M  l\\ 


') 

& 


M 


ft 


Jl 


•    *> 


ROUI  in  himia 

SlII'.S,    |\( 

Kfpri'wrui,.,^   for   all 

Slwrr  (iloiiion  station*. 


!("•    \\(,l  I  |  s 
KC.BS 


■ 
M'/.Wi 

STORER 


ulio 


WWDC 

salutes 

Washington's 

finest 


Back  in  1927,  a  young  man  came  to 
Washington  from  the  ranch  lands  of 
Utah  and  opened  a  small  root  beer 
stand  with  $500  in  savings.  Today, 
the  root  beer  stand  opened  by  that 
young  Westerner  —  J .  Willard  Marr- 
iott, president  of  Hot  Shoppes,  Inc. 
—  has  mushroomed  into  a  national 
chain  of  114  restaurants,  cafeterias, 
luxury  motor  hotels  and  airline  and 
institutional  feeding  services.  Mr. 
Marriott  has  made  Hot  Shoppes' 
"Food  for  the  Whole  Family"  a  din- 
ing-out  tradition  with  the  help  of 
hard-hitting  advertising  programs, 
including  saturation  usage  of  highly 
distinctive  radio  spots.  WWDC  thanks 
Hot  Shoppes  and  its  agency,  M. 
Belmont  Ver  Standig,  Inc.,  for  the 
privilege  of  playing  an  important  part 
in  this  success  Stor}  through  the  years. 
Hot  Shoppes  restaurants  have  a 
family  appeal— and  WWDC  is  the 
"station  that  keeps  people  in  mind." 


Represented  nationally 
by  John  Blair  <f  Company 


<S 


BLAIR 
GROUP 
PLAN 
MEMBER 


PUBLISHER'S 
REPORT 


One  man's  view  of 
significant  happenings  in 
broadcast  advertising 


Detroit  looks  to  the  future 

In  any  compilation  of  business  statistics,  auto  sales  must  he  in- 
'  eluded.  In  looking  to  the  future,  the  opinions  from  Detroit  are  of 
great  significance. 

The  Motor  City  is  now  ending  its  second  consecutive  year  of  strong 
sales.  Financial  statements  from  General  Motors,  Ford  and  Chryslej 
must  look  very  good  to  stockholders.  In  particular,  the  improvemen 
at  Chrysler  is  a  source  of  satisfaction  to  many,  even  their  competitor: 
who  could  not  afford  to  see  Chrysler  fade,  what  with  government  anti 
trusters  close  at  hand. 

To  radio  and  tv  broadcasteis.  the  success  means  increased  adveij 
tising  expenditures.  In  1963,  prospects  are  for  record  hillings  iij 
broadcast  media,  and  the  plans  for  the  year  ahead,  as  reported  tJ 
sponsor  (see  page  29).  seem  to  indicate  an  even  better  1964.  Tela 
vision  and  radio  advertising,  we  are  certain,  have  played  a  major  roll 
in  making  some  of  this  success  possible. 

The  general  optimism  however,  should  not  obscure  certain  othe 
developments  from  Detroit.  Collectively,  the  auto  manufacturers  arl 
examining  media  more  intently  than  ever  before.  One  frequently  heaij 
the  complaint  about  rising  media  costs.  Actually,  all  costs  have  bee 
rising  for  years,  even  at  the  Woolworth  stores.  Perhaps  the  complaii 
can  be  taken  with  a  grain  of  salt,  being  typical  of  all  of  us  who  grip 
about  increased  costs. 


Detroit  however,  is  looking  deeper.  Both  General  Motors  and  Fo 
have  long-range  projects  in  operation  to  study  advertising  effectiv 
ness.  Though  we  may  never  hear  the  full  results  of  these  stwdie 
because  of  competitive  reasons,  you  can  bet  that  they  will  wei| 
heavily  on  the  media  decisions  in  later  years.  We  happen  to  think  tli 
broadcast  media  will  do  well,  as  they  have  in  so  many  other  recti 
surveys. 

Though  broadcast  media  serve  the  automotive  industry  well,  at 
are  likely  to  rank  high  in  effectiveness  studies,  the  possibilih  of 
bad  year  may  be  just  ahead.  And  with  reduced  sales  there  com 
reduced  advertising  expenditures  (a  policy  which  has  long  seenu 
wrong).  It  is  at  these  time-  the  words  of  warning  and  concern  a 
translated  into  cut-backs. 

For  broadcasters,  the  Detroit  thinking  is  important.  Becau-e  of  tin 
-take  in  the  total  economy,  and  in  broadcasting,  they  deserve  our  fi 
support.  We  owe  it  to  them,  as  well  as  ourselves,  to  find  ways  t<>  » 
more  effectively,  to  improve  their  prospects  as  well  as  ours. 


rt>7-z^t/ 


SPONSOR    12  august  ISi 


f 


Worth 
Watching 


Here's  a  market  that  will  bear  looking  into  WSJS  Television  s  37  county  coverage 
delivers  a  population  of  1  360.000  with  a  consumer  income  jl  over  $li?  Billion 
a  year.  And  programming?  Well,  the  folks  in  the  Golden  Triangle  will  tell  you  that's 
worth  watching,  too. 

NO       1      MARKET     IN     THE     NO      12    STATE 
North  Carolina's 
Golden 
Triangle 

TELEVISION      M 

WINSTON   SALEM /GREFNSBORO/ HIGH  POINT 
Represented  b,  :  tYoodwj'd 


M 


RIPCORD"  SETS 


A  RECORD  HIGH 

For  two  years,  RIPCORD  turns  in  a  consistently  superior  performance 
record  for  Stations  and  Sponsors  who  renew  because  (a)  RIPCORD 
outrates  all  other  syndicated  series,  time  and  again  ...  (b)  tops  popular 
network  headliners  .  .  .  and  (c)  beats  its  direct  competition,  pulling  the 
lion's  share  of  the  SIU  (sets  in  use). 


IN  A  25 -CITY  SURVEY, 
"RIPCORD"  GETS 
AN  AVERAGE 


48% 


SHARE  OF 
AUDIENCE 


76  B 


HALF 
OURS 


of  unusual  entertainment- 
adventures  of  professional 
paradivers  authentically 
filmed  in  midair. 


38  in 

VIVID 
COLOR 


.  in  markets  where  ARB  reports 
3,  4  and  5  stations  competing: 

ALBANY   3  Stations 3w 

ALBUQUERQUE  3  \Xm 

ATLANTA  3   ^J 

BAKERSFIELD  3   

BOSTON  3  330? 

BUFFALO  3    39v 

CHARLESTON.  S.C  3   49^' 

CINCINNATI  3   50^' 

COLUMBUS.  O.  3  

39  ", 
57% 


EL  PASO  3 
GRAND  RAPIDS- KALAMAZOO  3. 
HUNTINGTON-CHARLESTON   3 
HARRISBURG-LANCASTER- 
YORK-LEBANON  5 


36° 
33% 


LOUISVILLE  3    51 

MIAMI  3    

MILWAUKEE   4 

NEW  ORLEANS  3 

PHILADELPHIA   3    ^ 

PITTSBURGH  3   35^ 

PORTLAND.  ORE.  4 ■&£ 

RICHMOND  3   3lJ 

ROCHESTER.  N.Y.  3 500? 

SALT  LAKE  CITY  3 37 .,-' 

SHREVEPORT  3 'u<£ 

SOUTH  BEND  3 ffjafc 

ARB  —  March,  1963 


/inn  —  marcn,   iroj 

fmmsu 

^TELEVISION 


a  division  of  United  Artists  Television,  Inc. 
555  Madison  Avenue,  New  York  22,  N.  Y.,  MURRAY  HUA,  8-4700 


:iT^J^i:iUi 


starring  as 
Skydiver  Ted  McKeever 


Jl\ 


URTIS 


Skydiver  Jim  Buckley 


7¥ 


OST  DANGER -PACKED  SHOW  .  .  .  REAL  JUMPS.  REAL 
SKYDIVING  MANEUVERS  FILMED  AS  THEY  HAPPEN  ...  ALL 
THAT  STANDS  BETWEEN  THE  PARADIVER  AND  DISASTER  IS  HIS 


\\\ 


w 


:\\\ 


#;^ 


-T 


/   i 
/     I 


WE'LL  BE      \ 
DROPPING  IN 
TO  TELL  YOU 
WHAT  THIS 
SUCCESS 
CAN  DO 
FOR  YOU. 


C~J' 


v 


NO  OTHER  STATION 

CAN  MAKE  THIS 

STATEMENT 

5  CONSECUTIVE  YEARS 


MOBILE-PENSACOLA 

wMaunu 


ebruary  March  1963 


1962 1961  I960  1959 


$ 


Exception  To  The  Rule 

WKRG  -TV — Mobile — Pensacola 

has  averaged  30%  or  more  share  of 
audience  in  every  March  ARB  measurement 
since  1959.  from  9  a.m.  to  midnight.* 

Note:  Tin'  dales  used  heicni  an  eaUmitei  tram  Uarcb  Aim  lurrtyi  1959  through 
1963.    They  arc  lubjecl    to  the   limitations  of  sample  size  and  to  other  qualifica- 
tions which  are  available  on  requeiL 

Represented  by  H-R  Television,  Inc. 

or  call 

C.   P.    PERSONS,   Jr.,   General   Manager 


*3  station  VHF  market. 


10 


SPONSOR    11'    u  (.i  m     I 


'SPONSOR-WEEK 


Top  of  the  news 

in  tv/radio  advertising 

12  AUGUST  1963 


Drop-In  squabble:  \  fair-sized  squabble 
has  developed  ovei  w  In »  baa  the  righl  i" 
appeal  at  tin-  FCC'a  upcoming  oral  hearing 
moved  t<>  1  <  October  on  the  \  lit  'li op-in 
controversy.  ABC  asked  the  commission  t<> 
exclude  Association  for  Competitive  Iv,  and 
the  Electronics  Industries  Association  Con- 
sume! Division,  and  l>»>ili  groups  renewed 
appeals  to  appear.  Running  l>atil<-  between 
WW.  .mil  the  Association  "l  Maximum  Sei 
vice  rdecasters  iM>l  i  also  continued  ovei 
I  I  i  '  mnr.  I  ox's  participation  in  the  drop-in 
reconsideration.  MSI  came  back  to  dispute 
the  network's  insistence  that  Cox  had  ever) 
right  i"  take  part  in  reconsideration  oJ  the 
|m'-  29  \|,i\  cancellation  <>l  short-spaced 
vhf  drop-ins  in  seven  markets.  Latest  argu- 
ment b)  \lxl  emphasized  "basic  fairness" 
requirement  that  Cox  withdraw  because  ol 
lii-  known  advocacy  ol  the  short-spaced  vhFs 
during  his  tenure  as  chief  of  the  Broadcast 
Bureau.  MSI  says  tlii-  is  a  competitive  con- 
test rather  than  a  rule-making,  and  maxi- 
mum service  members  arc  "threatened"  with 
interference  from  the  proposed  short-spaced 
\ lit-  in  tin-  seven  2-\ lil  markets. 


ABC  launches  anthology:  ABC  Radio  has 
scheduled  a  nevt  anthology  series,  "The 
Mind's  Eye,"  slated  for  across-the-board  ail- 
ing in  an  evening  time  slot.  Program  will  !><• 
available  onl)  to  ABC  Radio  affiliates  l<>r 
sale  to  local  clients,  with  no  network  partici- 
pations. The  dramatic  series,  which  is  ex- 
pected to  showcase  top-flight  talent,  will  l>e 
done  without  the  aid  oi  an)  outside  produc- 
tion facilities.  Head  oi  \H<"  Radio's  newly- 
created  special  program  feature  department 
Frank  Maguire  report-  thai  alter  broadcast- 
ing a  five-minute  segment  oi  the  show  via 
closed-circuit  to  affiliates,  76  replies  were 
favorable. 


Tincher  to  Memphis:  \  .p.  oi  the  broad- 
i  isting  ili\i-ion  o|  (  .iwlr-  Magazine*  and 
Bi o.nli  asting.  Rohei  i 
R.  I  inchei  ii ansfei - 
from  New  ^  oi  k 
Memphis  to  become 
direcl i  public  af- 
fairs loi  stations  W  R- 
El  l\  and  WRE< 
\\1.  I  i  nche  i .  w  ho 
joined  I  owlea  in 
1935,  has  been  head-  TINCHER 

quartered  in  the  company's  New  ^oik  office 
since  1961.  1 1<-  sei  ved  on  the  board  ol  di 
tore  ol  the  Columbia  Broadcasting  System- 
Radio  Affiliates  Assn.,  and  was  president  oi 
the  South  Dakota  Association  oi  Broad- 
castei  -. 

FTC  "baloney":  Smith  Greenland  president 
Leo  Greenland  calls  new  report  from  Federal 
li.iil<-  Commission  "balonej  and  statistics 
Reporl  cited  asserts  smaller  frozen  food  pack- 
ers have  little  chance  foi  success  in  economy 
dominated  l>\  giant  packers.  I  In-  kind 
report,  Greenland  said,  can  *\<>  harm  to  initi- 
ative. "It"-  a  good  thing  that  the  spectacularl) 
successful  Minute  Maul.  Sara  Lee,  Stouffer, 

Milady's    and    Roman    Italian    frozen    t I 

people  haven't  heard  how  bad  things  are  in 
i  rozen  foods. 

MGM's  major  network  buy:  I  o  advertise  its 
film  "The  \  .I.P.'s,"  Metro-Goldwyn-M 
bought  spoifsorship  in  mnr  NBC  shows, 
ing  greatest  network  h  concentration  i  date 
foi  \M  JM,  and  first  i>i  ime-tinu  p  pation. 
In  Jul)  and  August  1962,  the  mo>  e  company 
made  its  fii  si  purchase,  sp  I  olita" 

on  NBt  's  Tonight  show.  Placed  through  non- 
aim.'  &  Coe,  the  buj  i-  in  foui  daytime  and 
\w  e  nighttime  Bhow  s. 

SPONSOR  WEEK  continues  on  page  12 


p0NS0R    1_>    MCLST    1963 


II 


'SPONSOR-WEEK 


Commercial  awards:  Winners  of  first  annual 
William  Penn  Awards,  staged  by  WPEN, 
Philadelphia,  and  selected  by  ad  managers 
and  agency  executives  were  announced  last 
week.  Accepting  awards  (account  in  paren- 


thesis) are:  front  row,  left  to  right,  Eugene 
Tanz  of  Cox  &  Tanz  (Dick  Barone  Chevro- 
let ) ;  Joseph  Elgart  of  Elkman  Advertising 
( Cadillac  Dog  Food) ;  Stella  Porter  of  Bauer- 
Tripp-Foley  (Frank's  Beverages);  Edmund 
Rogers  of  Gray  &  Rogers  (Bell  Tel.  of  Pa.) ; 
William  Ham  of  J.  M.  Korn  (Hyman  Kor- 
man).  Standing  are:  John  Lohmeyer  of  Lee 
Keeler  (  Ritter  Finance);  Evelyn  Walmsley 
of  Lewis  &  Gilman  (Breyer's  Ice  Cream); 
Franklin  S.  Roberts  of  W.  S.  Roberts  (Harbi- 
son's Dairies) ;  William  H.  Sylk  of  William 
Penn  Broadcasting  who  presented  awards; 
Thelma  Gardinier  of  Aitkin-Kynett  (Catling 
Brewing)  Paul  Martin  of  Philadelphia  Daily 
News;  and  Jay  Beneman  of  Wermen  &  Schorr 
i  Phillies,  Bonanza,  and  Compoz). 


Pan  Am's  TeleGuide  buy:  With  Pan  Ameri- 
can World  Airways  as  its  charter  sponsor, 
continuous  foreign-language  closed-circuit  t\ 
programing  began  9  August  in  New  York  on 


Top  of  the  news 

in  rv/radio  advertising 

(continued) 


the  TeleGuide  network,  now  hooked  to  37,- 
720  of  the  city's  hotel  rooms.  What  Pan  Am 
is  buying:  a  half-hour,  tourist-angled  film 
documentary  on  New  York  which  is  repeated 
with  one  of  six  different  language  tracks 
starting  at  7:00  a.m.  Pan  Am  has  two  minute 
commercials  in  the  show,  plans  to  sell  off  a 
third  minute  to  other  sponsors.  Initial  buy: 
$50,000  to  the  end  of  1963.  Sales  angle: 
book  the  return  flight  back  home  via  Pan 
Am. 


Computer  report:  Detailed  summary  on  how 
tv  spots  are  bought  is  contained  in  new 
Y&Report.  "How  the  Elephant  Bought  His 
Spots."  Report  covers  campaign,  budgets, 
how  computers  are  used  in  an  off-beat  hu- 
morous manner.  Says  the  agencv:  "While 
the  Elephant  helps  a  media  buyer  in  making 
a  decision,  by  no  means  does  it  judge  the 
strengths  or  weaknesses  of  a  tv  program,  or 
a  market,  or  individual  stations.  It  does  not 
supersede  a  media  buyer's  judgment  in  these 
areas.  The  Elephant's  value  lies  in  its  ability 
to  do  tremendous  quantities  of  analytical 
arithmetic  with  unparalleled  speed  and  ac- 
curacy." 


Pepsi  previews  pavilion:  Top  national  spot 
advertiser  Pepsi-Cola,  in  cooperation  with 
Wralt  Disney  and  the  United  States  Com- 
mittee for  UNICEF,  revealed  plans  for  a 
spectacular  1964-65  World's  Fair  exhibit. 
Designed  and  constructed  by  Disney,  the  dis- 
plav  theme  is  "It's  a  Small  World."  The 
exhibit  will  include  a  boat  tour  through  all 
the  countries  of  the  world,  peopled  by  ani- 
mated Disneyesque  figures,  and  a  120-ft. 
mobile  called  "Tower  of  the  Four  \\  inds." 
Pepsi  plans  to  spot-advertise  the  exhibit,  but 
a  schedule  for  that  purpose  has  not  yet  been 
decided  upon. 

SPONSOR-WEEK  continues  on  page  14 


12 


SPONSOR    12  august  1963 


I  i.i  years,  out  metro  share  <>t  audience  hat 
hovered  around  (><)' .  in  prime  time.  Obvious- 
ly, it  is  /<oss//'/''  to  gel  anothei  signal,  but 
most  «'t  out  viewers  are  apparent!)  satisfied 
u  iili  tin-  diversified  Fare  we  <>fT<-i . 


\\  c  don't  reall)  know,  but  \% < ■  !<•<•]  the  re- 
sponsibility keenly,  and  it  k«-«-|>~  us  on  <>ui 
loes. 

()t  course,  we  also  <lt'li\«'i  more  total  fami- 
lies than  ,m\  Btation  that  shares  the  othei 
10' ,  .*  \>  a  matter  <>i  fact,  we  compare  most 
favorably  in  total  families  \vitli  man]  stations 
in  far  larger  markets,  where  more  stations 
compete  for  the  audience. 

*  [RB,Feb-Mar'63 

Nielsen,  War  '<>  '< 


WCTV 


TALLAHASSEE 


<D 


THOMASVIllE 


BLAIR      TELEVISION     ASSOCIATES 


PONSOR   12  MT.LST  1963 


IS 


vri>AiirAn    inrri/  I  Top  of  the  news 

SPONSOR-WEEK  f  y** ad,e,sin8 


MARTIN 


Martin  elected  v. p.:  Formerly  director  of 
programing,  promotion  and  operations  for 
the  Arizona  Broad- 
easting  Network 
(KOOL-AM-FM-TV, 
Phoenix  and  KOLD- 
AM-TV,  Tucson). 
Bol>  Martin  has  been 
elected  v.p.  of  KOOL 
and  assistant  to  the 
president  of  KOLD.  A 
17  -  year  tv  veteran. 
Martin  began  his  career  with  CBS  in  1946. 
Besides  his  added  duties,  he  will  continue 
to  head-up  overall  programing,  promotion 
and  operations. 

Lestoil  consolidates:  Twelve  newly-acquired 

Lestoil  products  have  been  assigned  to  Fuller 
&  Smith  &  Ross.  Lestoil  and  Lestare  accounts 
have  been  at  F&S&R  since  1  January.  Among 
those  accounts  moving  immediately  are 
Quintone  paste  polish  and  Scuffy  Liquid  Shoe 
Polish  (K.  J.  Quinn),  formerly  at  Bo  Bern- 
stein; Sawyer's  Household  Ammonia,  and 
Cando  Metal  and  Silver  Polishes,  formerly  at 
Chambers,  Wiswell  &  Moore.  Red  Cap  prod- 
ucts (C.  M.  Kimball),  now  at  Charles  F. 
Hutchinson,  move  to  F&S&R  1  October.  New 
accounts  are  under  direction  of  the  agency's 
\  ice  president  and  group  manager,  Jack  Mc- 
Carlh\ . 

CalPak  campaign:  Heavy  spot  radio  and  t\ 
schedules,  plus  number  of  CBS  TV  daytime 
allows,  will  be  used  by  California  Packing  in 
coming  year.  \ia  McCann-Frickson,  San 
Francisco.  Starting  in  September,  CalPak  has 
selected  Pete  &  Gladys  to  replace  The  Mil- 
lionaire, with  other  network  participations  on 
House  Party.  Password,  and  Love  of  Life. 
Spots  are  to  be  used  in  selected  major 
markets. 


Instant  news  for  Gulf:  Newscasts  don't  have 
to  be  full-dress  shows  to  make  an  impact  in 
New  York,  Gulf  has  learned.  News-minded 
Gulf  late  last  week  renewed  for  another  year 
its  "One  Minute  News  Report  with  John  Till- 
man" on  WPIX,  via  Y&R.  The  capsule  shows 
are  seen  at  8:58  and  9:58  p.m.,  consist  of 
a  minute  of  news  and  a  commercial,  cur- 
rently reach  50.8',  of  the  city's  five  million 
tv  homes  at  least  2.4  times  a  month,  accord- 
ing to  ARB. 

Screen  Gems-Metromedia  deal:  A  two-hour 
special  on  the  career  of  former  Heavyweight 
Champion  Joe  Louis  produced  by  Metro- 
media flagship  WNEW-TV  has  been  acquired 
for  worldwide  syndication  distribution  by 
Screen  Gems.  It's  the  first  time  SG  has  taken 
on  a  one-shot  special.  The  sports-angled  show 
was  televised  in  New  York  late  last  month. 
with  a  repeat  showing,  and  has  been  seen  on 
the  other  Metromedia  tv  outlets. 

Kaiser  leans  to  spot  tv:  Heavy  spot  tv  use 
is  to  be  made  by  Kaiser  Industries  in  coming 
year.  Kaiser's  Jeep  will  be  represented  on 
ABC  TV's  Greatest  Show  on  Earth,  but  Kaiser 
Foil  will  swing  to  spot  tv  in  some  30  or  40 
major  markets  lor  52  week  schedules  via 
Young  &  Rubicam,  San  Francisco.  Lloyd 
Bridges  Show,  which  has  featured  Kaiser 
Vluminum,  is  being  dropped. 

Newsmakers:  Previously  v.p.  and  general 
manager  of  KMBC-TY.  Kansas  City.  Mo., 
Albeit  P.  Krivin  transfers  to  KTTY.  Los 
\ngeles  as  v.p.  and  general  manager.  Reavis 
Winckler,  KTT\  publicity  director,  named 
director  of  promotion  and  public  relations  for 
Metropolitan's  newl)  acquired  flagship  sta- 
tion .  .  .  BBDO  account  group  heads  Thomas 
P.  Keating.  James  \\  .  Johnson  and  William 
C.  Aiston  all  named  \  .p.">. 

SPONSOR-WEEK  continues  on  page  49 


SPONSOR    12    \i  (.i  si     PJ 


GROUP  W  MEANS  NEW  SOURCES  OF  PROGRAMMING 


h 

w 

THE  MIKE  DOUGLAS  SHOW 


Local  show  goes  Group.  "The  Mike  Doug- 
las Show"  is  a  product  of  a  Group  W— West- 
inghouse  Broadcasting  Company— station. 
KYW-TV  Cleveland.  It  is  scheduled  to  be 
seen  on  all  five  Group  W  television  stations. 

A  big  success  in  Cleveland,  "The  Mike 
Douglas  Show"  brings  a  fresh  personality 
into  the  medium;  and  daily  hour-and-a-half 
programs  of  variety,  laughter,  and  big  name 
guests.  It  will  be  a  source  of  pleasure  to 
audiences  in  Boston,  Baltimore,  Pittsburgh, 


and  San  Francisco,  as  well  as  its  own  home 
town.  It  is  even  being  made  available  to 
other  stations  outside  of  Group  W  through- 
out the  country. 

The  Group,  unlike  the  network  or  the 
individual  station,  has  both  local  flexibil- 
ity and  creative  and  financial  resources. 
"The  Mike  Douglas  Show"  is  a  case  in  point. 
It  demonstrates  the  ability  of  a  single 
station  to  contribute  to  the  vitality  of  the 
Group.  It  also  demonstrates  the  ability  of 


Group  W  to  use  th 

flexibility  to  provide  new  and  interc 

sources  of  programming  fo-  I 


GROUP 

w 


note 


*-y  h  MOB  MMOCtfl  ■    MMR 


SPONSOR    12    \i  (.1  m     I'H.S 


QUESTION: 

What  does 
kc 


mean.' 


ANSWER: 


With  5000  watts 


serves    an    area    of 

60,000  sq.   miles 

.    .    .    it  would   take 

590,000  watts 

or    118    times 

the    power   of 

KWTO  to  serve 

the  same 
area  at  1260  kc 


59  -  County 
Primary  Area 

$3.3   Billion  Market 


delivers 


270  °o     more    counties   than 
the  second  station.  This 
means    145,573    more   popula- 
tion, $2,873,886,000  more 
C.S.I. 
SROS  CM  Data 
May  '63 


Who  do  I 
contact? 


Contact:  Savalli /Gates 
formerly  Pearson  National 
Representative*,   Inc. 


5000   watts 
560  kc 


abc 


"DATA  DIGEST 


Basic  facts  and  figures 
on  television  and  radio 


Springfield,  Missouri 


Income  of  the  elderly 

A  new  report  from  the  Department  of  Commerce  on  the  "Income  of 
the  Elderly  Population"  points  up  the  problems  of  the  aged.  The 
department  notes  a  mini  her  of  statistics  which  could  be  of  significance 
to  advertisers. 

Of  the  more  than  two  million  women  65  years  old  or  over,  who 
maintained  their  own  households  either  alone  or  with  non-relatives  Ui 
I960,  about  one  million  received  incomes  of  less  than  $1,000.  the 
department  said.  At  the  other  end  of  the  scale,  about  30,000  of  these 
women  had  incomes  of  $10,000  or  more.  Three-quarters  of  a  million 
reported  incomes  between  $1 ,000  and  $3,000.  while  one-quarter  were 
in  the  $3,000  to  $10,000  bracket. 

The  Department  of  Commerce  also  says  that  about  150.000  of  the 
4.8  million  family  heads,  where  the  husband  was  65  or  older,  received 
no  money  in  1959.  About  2.3  million  of  these  elderly  family  heads 
received  incomes  under  $2,000.  Another  2.1  million  had  incomes 
between  $2,000  and  $10,000.  The  remaining  210.000  received  money 
incomes  of  $10,000  or  more. 

Status  of  "in-laws"  reported 

Of  the  388,000  father,  or  fathers-in-law,  65  years  or  older,  who 
lived  with  their  married  sons  or  sons-in-law,  54,000  reported  no 
income  and  159.000  reported  incomes  of  less  than  $1,000.  Among 
977,000  mothers  or  mothers-in-law  65  or  older  who  lived  with  their 
married  sons  or  sons-in-law.  296.000  had  no  income,  while  519.000 
had  income  less  than  $1,000. 

There  were  some  5.1  million  families  in  which  either  the  husband 
or  the  wife  was  65  or  older.  Among  the  3.7  million  of  these  husband- 
wife  families  where  there  were  no  other  relatives  present,  more  than 
one-third  reported  family  income  of  less  than  $2,000;  451.000  had 
less  than  $1,000;  447,000  were  between  $1,000  and  $1,500,  and 
460.000  had  incomes  which  averaged  between  $1,500  and  $2,000. 

1960  Census  figures  quoted 

The  report  presents  statistics  from  the  1960  Census  in  which  the 
head  of  the  household  or  the  wife  is  65  years  or  over,  cross-classified 
liv  the  combined  income  of  the  head  and  his  wife,  the  income  of  the 
head,  and  the  income  of  relatives  65  or  older.  Included  in  the  report 
are  each  of  the  50  states  and  the  District  of  Columbia,  and  each 
of  the  101  metropolitan  areas  which  had  250.000  or  more  residents 
in  I960. 


16 


SPONSOR/ 12  august   1963 


WHEN  KOIN-TV  WENT  TO  SCHOOL...THE 
VOTERS  LEARNED  ABOUT  EDUCATION! 


Rutland's  public  schools  were  in  trouble.  In  the  general 
'lection  an  economy-minded  electorate  had  denied  the 
school  system  funds  which  educators  claimed  were 
ntly  needed.  A  special  election  was  called  to  give 
raters  thi  opportunity  to  reconsider. 

How  trul\  urpent  was  the  need?  KOIN-TV's  depart- 
oenl  > >r  public  affairs  went  into  the  schools  to  find  out. 

"THE  SOUNDS  OF  LEARNING",  filmed  in  Portland's 

rooms,  was  telecast  on  April  15th.  It  presented  the 

woblem  and  urged  favorable  voter  response.  At   the 

equesi  ol  educators  and  individual  citizens  .dike,  the 

wogram  was  repeated  m  AA  time  on  April 

I  hi'  tax  measure,  previously  rejected,  was  passed  by 
»re  than  a  two-to-one  majority. 

Presentation  of  "THE  SOUNDS  OF  LEARNING" 
oetly  and  controversial.  Hut  in  bringing  truth  to  public 


in    P     '  i    j-  ; 

put" 

■ 

attention,  KOIN-T\   again  demonsti 
tion  of  televisions  obligation  to  the  communil 
the  broadcasl  industry.  The  •  lunty 

audience  to  KOIN-TVs  record  of  public 
major  reason  Eol  this  being  one  of  Am.  influ- 

ence -tat  ion-. 


KOINTV 

One  ol  Am-  Q 

CHANNEL  6  •  PORTLAND.  OREGON 


ONSOR    I-    vi  <a  si     1963 


17 


How  to  be  all  things 
to  all  people 

(and  never  make  a  sale) 


To  start  off,  may  we  suggest  the 
following:  program  some  rock  'n 
roll,  some  Broadway  show  tunes, 
a  little  schmaltz  and,  of  course, 
Frank  Sinatra.  Always  have  a 
new  contest  going,  preferably 
one  whose  prize  value  diminishes 
rapidly.  Employ  teenage  d-j's,  a 
"country"  voice,  a  pear-shape- 
toned  announcer,  and  a  self- 
styled  wit.  If  the  news  isn't 
startling  enough,  improve  it  with 
embellishments.  Interrupt  often 
with  screaming  sound  effects  or 
a  few  well-chosen  bits  of 
philosophy. 

Your  salesmen  will  then  be 
able  to  tell  prospective  time 
buyers  "we've  got  the  perfect 
audience   for   your   product"- 
whether  it's  soup  or  nuts. 

At  WFAA,  however,  we've 
developed  a  much  narrower  con- 
cept with  a  more  defined  appeal 
and  distinctive  edge  for  adver- 
tisers. We  call  it  Southwest  Cen- 
tral. It's  basically  a  news  and 
music  format,  but  people  listen 
because  the  sound  rings  true 


They  can  believe  our  calibre  of 
network,  regional,  local  news  .  .  . 
sports,  farm,  business,  entertain- 
ment, women's,  weather.  They 
can  quote  it  in  conversation,  use 
it  in  making  plans.  And  they 
never  tire  of  the  interludes  of 
good  popular  music  in  between. 
So  there's  really  no  reason  to 
switch  the  dial.  If  this  non-dial 
switching  audience  seems  right 
for  your  product,  call  your  Petry- 
man.  He'll  let  you  have  them  for 
13,  26,  52  weeks  or  more! 


WFAA 

820 


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


18 


SPONSOR    12    \i  (.i  ST   Mpi 


'SPONSOR-SCOPE 


12  AUGUST   1963 


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


Warner  Brothers  is  setting  a  new  pricing  mark  for  syndicated  features  in  tv. 

The  firm".-  new  25-titIe  package,  whose  planning  ia  largely  the  brainchild  <>i 
\\  H  i\  \.\k  Joe  Kotler,  also  Beta  .1  numbei  <>t  precedents: 

•  It  mark-  \\  B*a  entr)  into  -\ ndication  oi  ii-  own  features.  Hitherto,  tin 
handled  l>>  outside  distributors  1  \AI\  now  I  A  A.  originalh  :  more  recently,  Seven 

Art-). 

•  It  confirms  a  trend  toward  BmaU  packages  in  which,  according  to  Kotler, 
"the  cost-per-picture  will  !•<•  considerably  higher*1  even  though  the  total  cost  to  a 
Btation  "  *  v\  ill  he  comparatively  lower.*1 

•  It  put-  heavy  stress  on  color,  since  17  oi  tin-  25  pictures  were  color-filmed 
.iikI  an-  available  to  stations  on  .1  coloi  basis.  It  also  stresses  newness:  I''  oi  the  film- 
were  1959-60  releases. 

•  It  i-  angled  toward  station-  which  already  have  large  backlogs  oi  movies  on 
hand  (such  as  the  three-year  supplies  at  the  CBS  I A  o&o  stations,  which  have  bought 
the  \VH  package)  "to  protect  their  investments.*1 

Probable  eventual  result,  as  fai  as  timehuyers  are  1  oncerned:  the  V\  H  films  will 
be  used  to  "freshen*1  big  local  movie  shows,  01  will  be  sold  to  advertisers  as  ul< 
specials 


Detroit  is  more  bullish  than  ever  on  the  subject  of  tv's  sales  ability. 

Station  reps  in  the  auto  cit\  BOM  predict  "a  record  amount"'  oi  business  m  -p<>; 
t\  tor  the  1963-64  season  (see  Btory,  page  2(>).  Network  business  from  tin-  auto 
giant-  was  never  better  and  such  sponsors  as  Chevrolet  set  a  pace  in  full-program 

buving. 

The  auto  indu.-ti\   ha-  had  two  good  -ale-  years,  nou   hop.-   fot    B  third. 


NBC  TV  is  bringing  back  Victory  at  Sea  for  still  another  showing. 

The  veteran  26  half-hour  series  was  the  basis  of  .1  90-minute  special,  back  in 

December  1960,  on  the  network,  with  the  first  repeat  oi  the  condensed  version  to  !«• 
aired  7  December  1963. 

The  I960  special  chalked  up  a  3(>'  ,  -hare  ot  audience,  and  network  figure-  it 
will  do  BS  Well  again.  Show  i-  being  -old  at  $2(>.. "><><)  per  minute,  or  $7().5(M)  for 
third  of  program. 


Negro-appeal  tv  has  received  a  serious  setback  in  the  West  Coast's  top  market. 

KII\-T\  .  the  I  o-  Angeles  uhi  station  which  started  onl)  a  fen  months  ago  with 

Negro-appeal  programing  full  time,  ha-  dropped  virtually  it-  full  Schedule,  now    is 

operating  only  two  hour-  a  night  with  film  -how-.  Sine-  Negro-appeeJ  programing 

depend-  entirely  on  live  -how-,  action  removes  KIIV'IA    from  the  field. 

Problem    i-    financial    since   heaw    expenditure-    were    involved    in    programing 
live.  Whether  KIIV'IA    will  re-enter  field  i-  uncertain  at  this  writing. 

Only  othei    NeLMo-.ippeal  t\    station   1-  I  nited   Broadcasting's   W00K  l\ 
V\  ashington. 


11/12  m«.i  m    1963 


i«< 


-SPONSOR-SCOPE 


(CONTINUED) 


Network  television  has  built  a  strong  record  of  advertising  consistency. 

History  of  network  tv  activity  compiled  by  ABC,  analyzed  by  sponsor,  shows 
no  less  than  88  companies  have  used  network  tv  advertising  for  ten  or  more  consecu- 
tive years.  On  an  average  year,  this  is  about  one  in  four  using  the  medium. 

Looking  back  to  1949,  when  the  medium  was  only  beginning,  total  of  32  com- 
panies have  used  network  tv  for  15  or  more  consecutive  years.  Total  is  significant, 
considering  that  only  99  companies  used  the  medium  that  year.  Perhaps  deserving 
recognition  for  their  consistent  support  and  use  of  network  tv  from  the  beginning 
are  these  32 : 

American  Home  Products,  American  Tobacco,  Bristol-Myers,  Chesebrough- 
Pond's,  Colgate-Palmolive,  Firestone,  Ford,  General  Electric,  General  Foods, 
General  Mills,  General  Motors,  Gillette,  Goodrich,  Goodyear,  Gulf  Oil,  Interna- 
tional Shoe,  Kellogg,  Lever,  Liggett  &  Myers,  Mars,  National  Dairy,  Philco.  Philip 
Morris,  Procter  &  Gamble,  Quaker  Oats,  RCA,  Speidel,  Standard  Oil  of  Indiana, 
Sterling  Drug,  Swift,  Texaco,  and  Westinghouse. 

Since  1949,  23  companies  have  missed  only  one  year.  They  could  be  con- 
sidered runners-up  in  the  network  "Hall  of  Fame."  Of  the  23,  all  but  two  missed 
only  1949,  arriving  in  1950.  R.  J.  Reynolds  missed  out  in  1951,  Miles  Laboratories 
in  1953. 

Of  the  99  from  the  49'ers,  an  additional  18  started,  were  out  in  scattered 
years,  but  are  network  tv  advertisers  now. 

Experimental  use  of  the  medium  in  1949  is  reflected  in  others  who  dropped 
out  over  the  first  few  years,  companies  such  as:  E.  L.  Cournaid,  Phillips  Packing. 
Pioneer  Scientific,  Bond  Stores,  Bonafide  Mills,  George  S.  May,  Frank  H.  Lee,  and 
others. 


Stereo  fm  is  giving  WABC  a  noticeable  boost  in  New  York-area  business. 

Starting  27  September  on  WABC-FM,  N.  Y.  —  the  ABC  o&o  fm  outlet  which 
began  stereocasting  earlier  this  month  —  will  be  a  13-week  live  stereo  concert  series, 
due  to  be  sponsored  by  the  Italian  airline,  Alitalia.  Time  slot  will  be  9:05-10  p.m., 
Fridays. 

WABC-FM  has  also  made  a  deal  to  air,  in  stereo,  a  series  of  20  concert-music 
shows  originally  taped  by  Britain's  BBC. 

The  station  estimates  that  "over  15%  of  the  estimated  2.5  million  fm  homes  in 
the  New  York  metropolitan  area  are  equipped  for  fm  multiplex  stereocasting." 


20 


When  a  new  tv  station  goes  on  the  air,  it  starts  looking  for  feature  films. 

So  notes  Seven  Arts,  which  has  lately  been  among  those  syndicators  selling 
sizable  groups  of  features  to  tv  station  newcomers. 

Sample  sales  from  SA:  KVDO-TV,  Corpus  Christi,  Texas,  which  bought  260 
features;  WHNT,  Huntsville,  Ala.,  which  bought  the  same  number;  KVKM-TV, 
Monahans,  Texas,  which  bought  211. 

SPONSOR    12    Mai  si    If 


'SPONSOR-SCOPE 


CONTINUED) 


More  selective  spot  radio  buying  has  caused  a  major  rep  to  increase  its  staff 

\  \l  Radio  Sales  has  blueprinted  stafl  increases  in  New  York,  Chicago  and 
Francisco,  and  also  plana  a  physical  expansion  .1-  \%<-ll  ol  its  office  space  in  New 
York  al  <><><>  Fifth  Kve. 

Personnel  acquisitions  l»\    \M  Radio  Sales:  John  I  .  Sloan,  forniei  v.p 
managei   foi  vVPAT,  to  the  N.Y.  office;  John  Dragomier,  formei  i\   sales  manu 
For  Vernard,  Torbet  &  McConnell,  to  the  Chicago  Bales  staff;  Pal  Hodges,  formerly 
with  KSFO,  San  Francisco,  to  the  S.F.  Bales  staff;  Max  Busch,  formerly  with  <  BS 
Radio  Sales  Promotion,  to  the  N.Y.  new  business  &  marketing  department. 

S  ya  \M  Radio  Sales  president  W  ilmol  "Bill"  Losee:  "The  splintering  ol  •  ml  1  - 
ence  l>\  distinctive  programing,  the  confusion  caused  l>\  the  ratings  and  research 
situation,  together  with  clients'  buying  specifications  and  demands  for  merchandis- 
ing, have  created  a  nerd  foi  greater  qualitative  -«- 1 1  i n^r  of  our  stations.*1 


Networks  are  about  halfway  home  in  getting  sponsors  for  next  year's  election  coverage 

NBC  j-  wrapped  up,  with  Gulf  Oil  picking  up  the  tab.  CBS  has  Institut* 
Life  Insurance  for  one-quarter.    VBC  reported])    has  several  advertisers  neai   the 
signing  stage. 

Presentation  from  CBS  lasl  week  shows  quarto  sponsorship  selling 
000  gross,   including   16  hours  of  air  time  and   up  to  (H)  commercial   mini 
exclusive  oi  radio  time.  Package  includes  pre  convention  shows,  ■  onvention  covei 
four  candidate  profiles,  pre  and  post-election  report-,  and  election  covei 

If  you  like  box  car  figures,  CBS  offers  this  one:  quarter  sponsorship  will  pro- 
vide range  of  (SI  to  3 10.6  billion  gross  home  impressions. 


A  spot-radio  promotion  by  a  tv  station?  It'll  happen  soon  in  San  Francisco. 

As  part  of  a  $300,000  fall  audience  promotion  drive,  Group  W   outlet  kl'IV 
San  Francisco,  has  penciled-in  a  multi-station  radio  schedule,  -tatting  in  a  few  days. 

\im  of  campaign :  to  DOOSl  KPIX  \  iewing  in  its  lull  aha. 

The  Bpots  will  be  heard  on  KABL,  Oakland  (a  high-rated  "eas)   listenii 
station);  KDI  \.  Oakland:  KEEN,  San  Jose;  KVON,  Napa  ;KPAT,  Berkeley  (another 
strong  "easy  listening"  outlet);  KFOG  and  KCBS,  San  Francisco.    Interestingly, 
KPIX  does  not  have  a  "sister*1  radio  outlet,  as  many  major  affiliates  do,  on  whi<  I 
garner  gratis  plugs.  (See  Btory  on  KPIX,  this  issue,  page  13) 

The  radio  campaign,  under  the  supervision  oi  promotion  chief  Bob  Nashick, 
will  feature  special  sound  and  music  effects  drawn  from  a  -eric-  oi  new  five-second 

animated  "generic  lead-in-"  due  to  be  Used  OH  KPIX   itseli  this  fall. 


Metropolitan  Broadcasting  likes  to  stick  its  neck  out  in  controversial  shows. 

Having  tackled  some  strong  social  themes  i  menial  health,  etc.)  in  the  group's 

own  tv  documentary  show  -.  Metropolitan  plans  to  uncork  a  big  one.  in  the  near  future. 

In  telegrams  to  the  pre--  la-i  week,  Metropolitan  announced  it  had  signed 

"exclusively"  for  tV  Lowell   D.  Skinner,  notoriou-   American   \Ve-t-to-K.i»t   turncoat. 

and  that  "plans  for  a  major  and  significant  t\  presentation  will  be  announced  shortly.*1 

)•  12  v. ...  si   |%3  21 


'SPONSOR-SCOPE 


(CONTINUED) 


The  radio/tv  airwaves  are  humming  with  new-product  promotions  and  tests. 

Here  are  a  few  to  watch: 

Via  Ted  Bates,  Colgate-Palmolive  is  moving  into  national  activity  for  Action, 
a  new  brand  of  dry  bleach. 

Through  the  same  agency,  Brown  &  Williamson  is  testing  a  pair  of  new  cigarette 
brands,  both  king-size  and  both  with  fancy  filters.  The  brands  are  called  Breeze 
and  Avalon. 

General  Foods,  via  Young  &  Rubicam,  has  test  campaigns  going  for  Jell-0 
Whip  'n'  Chill,  a  fancy  dessert  line,  in  the  Southwest. 


That  Wednesday-night  network  tv  battle  grows  hotter  —  even  before  it  starts. 

Last  week  in  Sponsor-Scope,  we  reported  some  of  NBC  TV's  free-swinging  predic- 
tions concerning  Espionage,  with  which  it  plans  to  compete  with  ABC's  Ben  Casey 
and  CBS'  Beverly  Hillbillies  at  9  p.m.  on  Wednesdays  this  fall.  As  NBC  sees  it,  both 
of  these  high-rated  shows  are  due  for  a  decline  in  the  1963-64  season. 

ABC  TV  reacted  quickly,  charging  the  NBC  prediction  as  wishful  thinking. 

"If  both  Casey's  and  Hillbillies/Van  Dyke's  share  each  declined  to  a  40,"  said 
an  ABC  source,  "this  would  allow  a  maximum  of  16  share  points  for  Espionage, 
and  there's  no  guarantee  the  shares  will  drop  that  much." 

Also,  said  ABC,  NBC  was  having  trouble  clearing  a  long  lineup  for  its  new 
show,  particularly  in  two-channel  markets  where  the  tendency  is  to  slot  Casey  against 
Hillbillies,  and  let  Espionage  find  its  own  time  period. 


Radio  tv  problem  for  small  agencies:  when  they  build  an  account,  it  gets  swiped. 

A  good  example  can  be  found  in  the  appointment  of  Kastor  Hilton  Chesley 
Clifford  &  Atherton,  a  New  York  ad  shop  with  strong  tv  orientation,  to  handle  adver- 
tising for  Matey  products,  a  line  of  bath-time  items  for  kids. 

The  Matey  line  is  made  by  J.  Nelson  Prewitt,  Inc.,  which  has  been  acquired  as 
a  subsidiary  by  Economics  Laboratory  in  a  purchase  of  most  of  the  Prewitt  common 
stock.  Kastor  Hilton  has  been  ad  agency  for  Economics  Lab's  Soilax  and  other 
cleaning  products. 

The  agency  which  helped  build  Matey  from  a  standing  start,  some  four  years 
ago,  to  a  business  now  grossing  some  $20  million  annually  is  the  Hanford  &  Green- 
field Division  of  Hutchins  Advertising  in  Rochester,  N.  Y. 


22 


At  least  one  answer  to  the  "different  audience"  am-fm  problem  has  been  found. 

It's  a  new  development  worked  out  by  Toronto,  Canada  good-music  station 
CHFI,  whereby  an  engineer  at  the  master  control  panel  can  send  out  "separate  am 
and  fm  commercials  simultaneously,  with  one  message  routed  to  the  am  transmitter 
and  a  separate  message  tailored  to  the  fm  audience  directed  to  fm  transmission." 

Pleased  with  its  new  electronic  gadget,  CHFI  announced  it  was  now  "able  to 
accept  a  wider  variety  of  commercials"  and  that  "messages  with  an  appeal  to  a 
specific  listener-group  can  now  be  delivered  with  more  certainty  of  appeal." 

SPONSOR/ 12  august   196: 


Family 


1  Share  of 
households 

with  3  or 

more 
member 


r 


45% 

STATION  A 
25 

B      C    1)    i 

2     8 

A 


PULSE      CINCINNATI     METRO. 
APRIL    63   TOTAL   RATED   TIME 


...the  BUYING  POWER 
of  Cincinnati 

.  .  .  that's  win 

C7£3BH 

is  THE  BUY! 


MARCH      I 
PERIODS    I 


the  largest 
SHARK  of 
any  RADIO 
STATION 

in  the  top 
20  markets 


N 


"Cincinnati  PULSE     LQR.  NOV.,  1962 

••  LATEST  PULSE    IN    EACH  MARKET.  ALL  RATED  TIME  PERIODS 

(Subject  to  usual  Pulse  margin  of  error.) 


in  Cincinnati 


*555  FIFTH 


Letters  to  the  Editor 

and  Calendar 

of  Radio/Tv  Events 


JUST  FOLLOW  YOUR  NOSE 

Then  there  was  the  time,  Gentle- 
men .  . . 

at  WMTV,  Madison,  Wisconsin, 
back  in  1955. 

I  was  the  fractured  cameraman 
who  heard  announcer  Ross  Gordon 
urge  everyone  to  rush  right  down  to 
the  nearest  Kroger  store  and  pick 
up  a  jar  of  Chippy  Skunk  Style  Pea- 
nut Butter. 

Honest!  „  _,  _    , 

Boris  Frank, 

Manager  for  International  Sales 

Screen  Gems,  Inc.,  New  York 


^  See  "Of  Split  Poo  Seep  . 
Other  Fluffs,"  29  July  issue. 


And 


DELETE  FM  CONNOTATION 

To  say  that  I  was  stunned  when  I 
read  Fred  Rabel's  report  of  a  recent 


NAB  Board  meeting,  is  putting  it 
mildly. 

Surely  Fred  must  have  misunder- 
stood Dr.  Roslow  of  Pulse,  Inc.  It 
is  inconceivable  that  Dr.  Roslow's 
long  experience  with  radio  would 
allow  him  to  consider  FM  as  "a 
third  medium  and  not  radio,"  and  I 
quote  Fred  Rabel's  report  to  the 
NAB-FM  Membership  dated  16 
July,  1963. 

FM  is  RADIO  ...  It  is  so  consid- 
ered by  the  FCC  and  according  to 
a  recently  reported  Harvard  Study 
FM  set  sales  and  FM  revenue  is 
rapidly  catching  up  with  AM  and 
will  pass  AM  set  sales  by  1968  and 
AM  revenue  by  1975. 

Here  at  KAZZ  we  refuse  to  con- 
sider ourselves  other  than  a  RADIO 
STATION  and  do  not  even  mention 


inn 


iiinininiiniiiDiBiniiiiiiiniiiiiiiiiiioiiniiniiiniiif 


-CALENDAR 


AUGUST 

National  Community  Television  Assn., 

2nd  annual  management  institute, 
University-  of  Wisconsin,  Madison 
(11-15) 

Georgia  Assn.  of  Broadcasters,  2nd 
annual  tv  day,  Macon,  Georgia  (14) 
Fordham  University  Conference  on 
Educational  Television,  3rd  annual 
conference,  Rose  Hill  campus,  Ford- 
ham  (19-23) 

Oklahoma  Broadcasters  Assn.,  con- 
vention, Western  Hills  State  Lodge, 
Wagoner,  Oklahoma  (23-24) 

Flaherty  Film  Seminar,  9th  annual 
seminar,  Sandanona,  Vermont  (24-3 
September) 

Television      Affiliates      Corporation, 
programing  conference,   Hilton  Inn, 
San  Francisco  (26-27) 
Board  of  Broadcast  Governors,  hear- 
ing, Ottawa,  Canada  (27) 

SEPTEMBER 
West    Virginia    Broadcasters    Assn., 

annual  fall  meeting,  The  Greenbrier, 
White  Sulphur  Springs  (5-8) 
Arkansas     Broadcasters     Assn.,     fall 
meeting,  Holiday  Inn,  North  Little 
Rock  (6-7) 

American  Women  in  Radio  and  Tele- 
vision, educational  foundation,  board 
of  trustees  meeting,  New  York  (7) 

Western  Assn.  of  Broadcasters,  an- 
nual  meeting,    Jasper   Park   Lodge, 
Alberta,  Canada  (8-11) 
Radio  Advertising  Bureau,  manage- 


ment conferences,  The  Homestead, 
Hot  Springs,  Va.  (9-10);  The  Hilton 
Inn,  airport,  Atlanta  (12-13);  The 
Holiday  Inn-Central,  Dallas  (16-17); 
Gideon  -  Putnam,  Saratoga  Springs, 
N.  Y.  (23-24);  O'Hare  Inn,  airport, 
Chicago  (30-1  October);  Rickey's 
Hyatt  House  Hotel,  Palo  Alto,  Calif. 
(3-4);  Town  House  Motor  Hotel, 
Omaha  (7-8);  The  Executive  Inn, 
Detroit  (14-15) 

Radio-Television  News  Directors 
Assn.,  18th  international  conference, 
Radisson  Hotel,  Minneapolis  (11-14) 

American  Women  in  Radio  and  Tele- 
vision, southwest  area  conference, 
Houston,  Texas  (13-15) 

New    York    State    AP    Broadcasters 

Assn.,  banquet  and  business  sessions, 
Gran- View  Motel,  Ogdensburg  (15- 
16) 

Louisiana  Assn.  of  Broadcasters,  con- 
vention, Sheraton  Charles  Hotel, 
New  Orleans  (15-17) 

Rollins  Broadcasting  Co.,  stockhold- 
ers meeting,  Bank  of  Delaware  Build- 
ing, Wilmington,  Delaware  (17) 

American  Assn.  of  Advertising  Agen- 
cies, Western  region  convention, 
Mirk  Hopkins  Hotel,  San  Francisco 
(17-19) 

Advertising  Federation  of  America, 
10di  district  convention,  Commo- 
dore Perry  Hotel,  Austin,  Texas  (19- 
21) 

Assn.  of  National  Advertisers,  work- 
shop, Nassau  Inn,  Princeton  (26-27) 


Piiiiiuii!]i!iiiniiiiiiiiiiuiiiiiiiuuiijjuiiim 


the  connotation  FM  in  our  sales 
presentations  unless  asked. 

We  have  increased  our  billing  by 
400%  in  one  year  .  .  .  We  just  sold 
$15,000  in  new  business  in  a  six- 
weeks  drive  for  our  CCA  campaign. 

A  strictly  FM  survey  made  by 
Conlan  in  Austin  in  January  gave 
FM  a  45%  penetration  in  Austin 
homes  with  a  much  higher  percent 
of  hourly  and  daily  tune  in  and  for 
longer  hours.  Our  share  of  this  audi- 
ence enabled  us  to  compete  easily 
with  all  the  five  AM  and  two  other 
FM  stations,  selling  at  a  higher  rate 
than  some  of  them. 

FM  IS  RADIO  .  .  .  When  FM 
owners  and  managers  crawl  out  of 
hiding  and  delete  the  connotation 
"FM"  from  their  thinking  and  pro- 
gram, sell  and  promote  RADIO, 
they  will  no  longer  need  to  apolo- 
gize. They  will  be  able  to  laugh  all 
the  way  to  the  bank. 

Homer  Griffith, 

General  Manager 

KAZZ,  Austin,  Texas 


SPANISH  MARKET  PIONEERS 

I  read  with  deep  interest  your  8 
July  article  regarding  the  Spanish 
Market,    particularly   in    Southern 
California. 
jj  Let  me  congratulate  you  for  this 

fine  and  ample  article — but — how 
do  you  explain  that  our  program 
Panorama  Latino  wasn't  even  men- 
B       tioned? 

Permit  me  to  say  that  our  Span- 
ish program,  Panorama  Latino  has 
been  successfully  on  the  air  for  the 
last  seven  years,  over  KCOP-TV, 
Channel  13,  in  Los  Angeles,  and  has 
now  two  weekly  programs  on  Sat- 
urdays and  Sunday. 

We  are  not  newcomers  to  the 
Spanish  Market,  as  a  matter  of  fact 
we  are  pioneers!  Mr.  Angel  Lerma 
our  president  and  general  manage) 
is  a  very  popular  person  among  hi: 
Spanish  viewers,  and  his  progran 
and  personality  is  very  well  knowi 
in  every  major  advertising  agenc] 
in  the  country. 

Alex  Colombo, 

Public  Relations 

Panorama  Latino  TV,  Inc. 

Los  Angeles 


24 


SPONSOR   12  august  196 


"PORTRAIT 
OF  A    MAX" 

famous  character  \tut!\  »/ 
-       ish  nolJcman  in  the 
cmiri  of  Philip  II 

tic  and  I  style. 


in  a  class  by  its&lf 


Masterpiece  —  exceptional  skill,   far-reaebmg  ijlues.  This  is  the  qualit) 
ot  WW  J  radio-television  service— in  entertainment,  news  I  innation, 

and  public  affairs  programming  The  results  are  impressive-  in  audien<  <•  loyak) 
.uul  community  stature,  and  in     \  \  T  l  \  T  |  ITTTTT1      rI^\  T 

sales  impact  for  the  advertise!      \\     \\»l;i||il    >>>>•)  \ 

on  WWJ  Radio  and  Television.  THE  NEWS  STATIONS 


Ov.ned  and  Operated  by  The  Detroit  News  • 
'ONSOR    12    x.  ci  m     l«Jti  ■ 


'-/ 


ML 


I 


XVT4MKI 


i«amju 


■I 


■ 


/ 


*H<i^ 


/" 


In  detailing  the  rise,  fall 
and  comeback  of  boxing's  most 
revered  figure.  Metropolitan 
Broadcasting  Television  scored  a 
stunning  success  with  its  latest 

production."IN  THIS  CORNER  JOC  LOUIS." 

This  two-hour  documentary  is  one 
of  a  series  of  distinguished 
special  programs  produced  by 
Metropolitan  Broadcasting  Television, 
for  showing  on  our  seven 


television  properties. 
Millions  viewed  this  dramatic 
presentation  (over  1  million  homes 
in  the  New  York  area  alone*), 
and  sports  writers  and  critics 
applauded  its  powerhouse  impact. 

As  part  of  Metromedia's  "quality 
operations"  philosophy,  all 
divisions  strive  to  provide  the 
finest  in  entertainment .  information 
and  education. 


"...It's  worth  viewing  for 
those  who  missed  it  last  evening. 

JACK OBRIAN.  JOURNAL-AMERICAN 


"An  ambitious  project  of  Metropolitan 

Broadcasting  Television,  a  division 

of  Metromedia  (new  owners  of  Channel  11). 

Vividly,  it  illustrates  the  end  of  an  era . . .' 

DON  PAGE.  LOS  ANGELES  TIMES 


"There  is  humor,  pathos,  love,  tragedy. 
DAVE  BRADY.  WASHINGTON  POST 


What  comes  through  is  the 
basic  charm  of  the  champ,  his 

ingenuity  and  affability, 

plus  the  exciting  times  spanned 

by  his  rags  to  riches  story." 

BERNIE  HARRISON.  WASHINGTON  STAR 


'A  standout...  Abounding 
in  human  interest." 
BEN  GROSS.  DAILY  NEWS 


'  "Pure  nostalgia  for  aging 
fight  fans,  and  a  fine 
introduction  for  others." 
JOHN  HORN.  HERALD  TRIBUNE 


"Both  a  stirring  tribute  to  Louis  \ 
as  a  man  and  fighter...     \ 
the  artistically  assembled  program 
is  definitely  a  knockout" 

BARBARA  DELATINER.  NEWSDAY 


METROPOLITAN  BROADCASTING  TELEVISION 
A  DIVISION  OF  METROMEDIA.INC. 

WNEW-TV  New  York.  KTTV  Los  Angeles,  WTTG  Washington.  DC.  J(MBC  TV  Kansas  City  Mo 
KOVR  Sacramento-Stockton.  California  VYTVH  Peoria.  Illinois.  WTVP  Decatur.  Illinois 
OTHER  DIVISIONS  Of  METROMEDIA.  INC   METROPOLITAN  BROADCASTING  RADIO  METRO  TV  SALES 
METRO  RADIO  SALES.  FOSTER  AND  KLElSER  OUTDOOR  ADVERTISING.  NX  CAPADES.  INC 


how  do  you  fit  a  giraffe  into  a  carafe? 

You  can!  ...  if  you're  willing  to  settle  for  just  the  tip  of  the  nose.  Like  ranking  TV  markets. 
You  can  take  a  small  portion  of  the  market  by  using  the  SMSA  metro  approach  .  .  .  but  if 
you  want  the  whole  giraffe,  you've  gotta  rank  by  total  market!  Point.  More  than  90*^  of  the 
Charlotte  Market  is  located  outside  the  metro-area.  The  total  Charlotte  TV  Market  con- 
tains 574,800  TV  homes  .  .  .  ranking  20th  in  the  nation  .  .  .  first  in  the  Southeast!  *  No  neck 
to  neck  race,  WBTV  is  'way  ahead  in  the  homestretch  with  an  87%  lead  over  the  market's 

Second  Station.  I— I  I— I  I— I  I  M it— v    l—l  *ARB  TV  Market  Digest 


BTPW 


(W) 

CHARL®TTE 

JEFFERSON  STANDARD  BROAOCASTING  COMPANY 
Represented  Nationally  by  Television  Advertising  |T«aRJ  Representatives.  Inc. 


•_'S 


SPONSOR    VI    \i  ci  M     196! 


SPONSOR      12  AUGUST  1963 


r-t.iW&r-^fri*'?^ 


BU 

70 

60 

50 

40 

..-•• 

30 

20 

10 

58 


■59 


•60 


•61 


•62 


"63 


Total  tv  gross  time  billings   (in  millions)  — TvB 


CAR  BILLINGS  SOAR 


Television  car  gross  time  billings  this  year  expected 
to  rise  to  a  record  $70  million  or  even  go  beyond 


Detroit 

Tin    humming  motor  car  cat)    on 
tin*    swift-moving    Detroit    River 
ihvays  takes  on  an  air  of  deep  mis 
pense  and  drama  short!)  before  in- 
troducing   new     car    models.    This 
ear,  however,  with  production  al 
tear-record  levels,  the  nation's  auto- 
Dobile    manufacturers    are    deter- 
uned  to  zoom  higher  than  Mercur) 
tstoronauts.  And  to  the  broadcast  in- 
'■'istr\.  telex  ision  as   well   as   radio 
should   mean  record   sums  ot 
'lonev  in  the  till  for  1963  and  1964 

\  report  from   Detroit   last    week 
evealed  that  some  7,340,000  cars 

•uld    be    produced    this    year,    a 

>0NS0R    12    ur.rsi    19 


more  than  tour  per<  I  Ql  gain  from 
the  6.7  million  1962  models  Some 
informed  sources  predict  that  the 
auto  plants  will  come  might)  c  lost 
to  the  7,920,000  calendai  y< 
ord  established  in  1955 
Virtually    everyone    interviewed 

in  the  auto  field  last  week  w  .is  high- 
ly optimistic  regarding  prosper  ts 
tor  L964.  \s  new  model  time  ap- 
proaches, motor  car  advertising  di- 
rectors, advertising  agency  media 
chieftains  and  station  representa- 
tives are  almost  excessive!)  optimis- 
tic about  the  future.  The)  are  i 
fulfil t  that  annual  auto  sales  would 
average  eight  million  units  per  year 


l>\  ll)7<>.  unless,  ot  course,  some 
unforseen  economic  eartbquaki 
were  to  mar  the  bright  ( an\ as  ( )t 
one  thing,  the)  are  < i  rtain:  media 
particularly,  television,  will  pla) 
a  far  more  significant  role  m  selling 
the  new  models  to  the  American 
people. 

luthoritative  soun  es  told  si  i  in 

that    for    1963,    t<  |i 
-s  time  billings  alone  should  im 
i  record  $70  million     i  ,-\ en 

be)  ond.  In   1    ■  •  line  bill 

lor  network  and  spot  t\   w< 
million,  according  to  TvB,   which 

was  tlosc   to   the   peak    ^">S  1    million 

for  I960.  While  total  billings    solid 
line  m  above  chart  wn 

sharp  list    since   1961,  network  bill- 
have  increased  onl)  moderatel) 
broken    line  S  'lid 

and  broken  lira  h   hill 


ings  which  showed  a  big  jump  in 
1962  (from  $13  to  $19.3  million) 
.md  are  headed  even  higher  in 
1963.  Automotive  gross  time  billings 
for  the  first  three  months  of  this 
year  were  SI 8  million  for  both  net- 
work and  spot.  Last  year,  for  the 
same  period,  it  was  around  $13 
million. 

Leading  automotive  advertisers. 


the  big  motor  car  companies  as 
well  agency  admen  and  station  reps 
looked  for  higher  spot  tv  billings 
this  year  and  predicted  as  good,  if 
not  better,  figures  for  1964. 

Gail  Smith,  director  of  advertising 
and  market  research  for  General 
Motors,  tdld  sponsor  that  his  1964 
broadcast  budget  would  shape  up 
about   the  same  as  in   1963.   In   a 


Automotive  ad  execs  hail  broadcasters 

Gail  Smith  (1),  director  of  advertising  and  market  research,  General  Motors  Corp.,  and 
Richard    E.    Forbes    manager   of    corporate    advertising,    Chrysler    Corp.,    salute    nets 


including  General  Motors,  Ford 
Motor  Co.  and  Chrysler  Corp.,  not 
to  mention  such  big  names  as 
Studebaker  Corp.,  and  American 
Motors  Corp.,  will  be  selling  their 
1964  model  cars  via  the  living  room 
screen.  On  the  whole,  Detroit  seems 
mighty  pleased  with  the  video 
properties  they  bought  for  the  com- 
ing season.  General  Motors  again 
led  the  field  with  tv  expenditures 
ol  823,820,051  in  1962,  compared 
with  820,711,082  in  1961.  General 
Motors'  increase  of  more  than  $3.1 
million  was  closely  followed  by 
Ford's  tv  increase  of  82.890,352. 

Spot  tv  spending  of  General  Mo- 
tors dealers  and  dealers  groups 
were  up  from  $3,047,860  in  1961 
to  $4,488,130  in  1962.  Likewise, 
ford  dealers'  employment  of  spot 
t\  was  up  from  $3,300,030  to  $5,- 
053,800,  and  American  Motors 
dealers,  up  Iron,  $1,268,880  t«>  $2, 

(01,250.     Advertising    managers    of 


jocular  mood,  he  said:  "Well  wait 
to  see  what  the  competition  will  do 
to  us."  He  was  referring  to  Chevro- 
let on  Route  66  over  CBS  opposite 
Bob  Hope  (Chrysler)  over  NBC  as 
well  as  Chevrolet  on  Bonanza  over 
\BC  opposite  Judv  Garland  on 
CBS. 

Regarding  the  boom  in  car  sales. 
Smith  observed  that  he  was  'Yen 
optimistic"'  about  next  year.  "We 
have  reason  to  believe  it  is  not  a 
onetime  shot,"  he  said.  'With  econ- 
omic conditions  staying  as  is,  were 
optimistic." 

Smith  said  General  Motors'  full 
scale,  long-run  advertising  effective- 
ness study  is  underway.  "It  is  in  the 
Held,"  he  said.  "We've  completed 
two  waves  and  we're  building  up 
a  'bank'  of  information.  It  will  be 
ii])  to  18  months  before  we  will 
start  going  into  some  ol  the  refine- 
ments of  the  stud\ ."  Smith  observed 
that  General  Motors  hoped  to  learn 


a  great  deal  about  over-all  market- 
ing  problems  bevond  advertising  in 
this  probe. 

Smith  did  not  think  that  the  gov- 
ernment should  set  standards  for 
broadcast  ratings.  As  for  General 
Motors,  Smith  said  it  used  ratings 
"as  one  tool  in  determining  the 
success  of  a  program." 

"We  are  satisfied  that  the  concept 
of  the  rating  approach  is  alright." 
he  said,  "and  so  is  the  sampling." 

The  CM  executive  was  highly 
complimentary  regarding  the  over- 
all programing  job  on  the  three 
networks.  "I  would  give  the  net- 
works an  A  for  effort,"  Smith  said. 
I  have  a  great  deal  of  sympadiy 
for  the  problems  they  have  to  solve. 
Thev  are  doing  a  fine  job  filling  out 
the  main-  hours  a  week  on  their 
schedules." 

Smith  was  particularly  impressed 
with  the  public  service  programing 
by  the  networks.  "I  have  great  ad- 
miration for  these  men  at  the  net- 
works and  the  kind  of  job  they  are 
doing." 

On  the  other  hand,  Smith  was 
disturbed  by  increasing  media  costs. 
"We're  serious  about  the  rising 
media  costs,"  he  declared.  "We  are 
perturbed  by  the  rise.  The  elasticity 
of  the  advertising  dollar  is  just 
about  gone.  W'e  hope  other  ad- 
vertisers feel  the  same  way.  It  is  up 
to  media  to  maintain  quality  with- 
out crying  the  blues  and  just  auto- 
matically increasing  costs." 

The  rising  media  cost  problem 
also  was  regarded  with  dismay  by 
Richard  E.  Forbes,  manager  of  cor- 
porate advertising,  Chrysler  Corp.. 
and  supervisor  of  the  current  Chal- 
lenge ads.  "Everybody  is  bothered 
by  rising  media  costs,"  he  said. 
"Obviously,  we're  looking  at  all 
kinds  of  costs  in  an  attempt  to  be 
more  efficient. 

For  the  coming  fall  and  winter. 
Chrysler  will  be  knee-deep  in  tele- 
vision with  a  massive  budget  that 
could  easily  go  as  high  as  823  mil- 
lion. In  fact,  it  is  the  biggest  video 
sales  plunge  since  the  sensational 
l955-'56  season  when  Chrysler  es- 
tablished a  record  sales  score. 

"We  have  a  very  extensive  pro- 
gram lined  up."  Forbes  said.  "It  will 
mean  a  lot  to  us  and  a  lot  to  tele- 
vision." Reportedly,  it  cost  between 


;n 


SPONSOR    12    M  'a  si    1  %' 


Ml  million  and  $]  I  million  t<>  bu) 

ihe    H<>l>    Hop,-  series  on    \|i( 

Forbes  told  sponsor  thai  the 
NBC-Bob  Hope  series  w ill  be  l>i" 
ken  up  into  two  segments.  \ll  th< 
Hope  sln.us  will  be  called  Chrysh  i 
Pr<  tenta  \  Bob  Hope  Special  The 
res!    ni    the    series     featuring    top 


drama,   will   be   identified  .is   Bob 

Hope  I'n  •>'  ms  I  h,   (  hryslt  i   /  h 

'n 

It  was  L    \    1 1  im  nsend   pn  sidenl 
"I  <  ln\  si,  i  (  orp  w  ho  insisted  thai 
there  l»     qualirj    and  distint  tion 
in    the   upcoming    produ<  tions   on 
\  B<      i<  i  ording  ti    Korlies    I    rbes 


**& 


Sponsored  by  car  makers 
I  li-  .ii  will  v, . 

backing    wide    gamut    oi    entexl 
rolel    will    continui     with    / 
CBS-*n     tnd 

' -  roundup  ■■■    \l.(     l  \    H 

long  />'../ 

sport 

ler  i       \  ■ 

\ 

.ilt.rn.it, 

1    .r,l   retui 


Detroit-based 
station  reps 
predict  big  '64 


■■ 

w 

1* 

t  1 

v.               H 

William  W.  Bryan 
V.p.,  Peters,  Griffin,  Woodward 


Gabe  Oype 
Account  executive,  Blair  Television 


believes  thai  the  American  viewers, 
upon  seeing  the  series,  will  agree 
with  Chrysler  that  these  objectives 
have  been  attained.  Hope.  Forbes 
indicated,  will  serve  as  a  "corporate 
spokesman,"  rather  than,  sa\.  as  a 
Dodge  or   Plymouth   voice   in  the 


William  W.  Joyce 
V.p.  &  mgr.,  Katz  Agency 


William  H.  Cartwright 

Sales  manager.  Edward  Petry 


Excellent  outlook  for  spot 
Veteran  Detroit-based  station  representa- 
tives look  at  the  automotive  spot  tv  and 
spot  radio  situation  for  the  1963-'64  sea- 
son and  emerge  with  a  remarkably  opti- 
mistic picture  for  the  coming  months 


new  programs.  "Hope  will  be  talk- 
ing in  corporate  terms,  more  than 
merely  delivering  a  specific  car 
commercial,"  Forbes  said,  lie  fur- 
ther indicated  that  the  new  com- 
mercials will  he  presented  in  what 
he   termed   "a   new    and    interesting 


f^b*#^-tf 


manner."  The  corporate  commer- 
cials will  be  designed  in  the  format 
of  a  two-minute  movie. 

"Our  plan  is  to  have  one  two- 
minute  corporate  commercial  as 
well  as  four  one-minute  commer- 
cials for  divisional  products," 
Forbes  said.  'Thus  there  11  be  fewer 
interruptions."  He  also  said  there 
would  be  less  clutter  during  station 
breaks. 

Throughout  the  meeting  Forbes 
kept  referring  to  the  splendid  job 
that  Young  &  Rubicam  is  doing 
in  connection  with  the  production 
of  the  Bob  Hope  Show.  Time  and 
again,  he  cited  Charles  C.  (Bud) 
Barry,  senior  vice  president  and 
director  of  tv  radio  department  of 
Y&R,  and  his  colleagues  for  tin 
skillful  handling  of  the  details  in- 
volving the  "happy  marriage"  of 
Hope.  Revue  Productions  and 
NBC.  "Praise,  respect,  credit— all 
these  words — must  be  applied  to 
Barry  and  his  boys,  in  this  in- 
stance," Forbes  said. 

Hope  has  always  wanted  to  do  a 
longer  Christmas  show  and  next 
season  he  will  have  his  wish.  On 
that  occasion  it  will  run  ninety 
minutes,  Forbes  indicated.  All  the 
divisions  will  be  in  participation 
in  post-announcement  periods, 
Forbes  also  said. 

The  new  symbol  of  Chrysler 
Corp. — the  pentastar — also  will  ob- 
tain great  exposure  on  television. 
"We  hope  the  pentastar  will  become 
as  celebrated  as  the  NBC  peacock." 
Forbes  said.  "Knowing  how  vital 
the  television  medium  is,  we  feel 
that  the  pentastar  will  get  enormous 
exposure." 

Forbes  agreed  with  GM's  Smith 
that  the  Nielsen  rating  techniques. 
on  a  national  scale,  are  satisfactory 
"On  the  local  area,  that's  where  the 
problem  is  not  satisfactory,"  Forbes 
said.    He    explained    that   Chrysler 
"never    uses    ratings    to   the   point 
where  the  show  goes  down  two  01 
three  points  and  therefore  it  is  ter 
rible,  or  if  it  goes  up  two  or  threi 
points,    the-   show    is    terrific'   "\V« 
realize  there  is  a  spread  that  cai 
be  applied  to  the  actual  data  thai 
Nielsen  provides,"  he  said. 

What  does  Forbes  think,  gener 
ally,  of  the  1963-'6-l  television  line 
I'h  ti.se  turn  /o  page  61 ) 


12 


SPONSOR    [2    KVCVSX    196! 


Radio  spots 
sell  concept 
of  democracy 

Sonderling  stations  launch 
unusual  year-long  drive 


Radio  spots  are  being  harnessed 
to  sell  (IcnuK  racj  Six  Sonder- 
ling stations  have  launched  .1  j  ear- 
■ng  educational  campaign  to  teach 
"tlic  lull  concepl  <>l  American  De- 

IC)  ." 
Sonderling  spokesmen  estimate 
the  cosl  "I  the  campaign,  it  it  would 
be  sold  commercially,  would  he  in 
Se  neighborhood  ol  $1120,000.  The 
spots,  so  to  95  seconds  in  length, 
are  prepared  and  delivered  bv  Prof, 
Robert  A.  Scalapino,  chairman  ol 
the  Political  Science  Department 
at  the  University  ol  California  at 
Berkeley. 

From  Chicago  to  tlie  coast 

Stations  in  the  Sonderling  group 
airing  the  spots  are:  WOPA  am  and 
bn.    Oak    Park-Chicago;    WDIA, 

Memphis;  kl)l  \.  Oakland  San 
Francisco,  and  KFOX  am  and  Im. 
serving  the  l.os  Vngeles-Long 
Beach  area. 

Under  the  title  "Declarations  lor 
Democracy,"  the  radio  spots  take 
direct  stands  against  both  com- 
munism and  the  ultra-right.  In  a 
strong  statement  "On  People's 
Democracy,"  one  Scalapino  spot 
DOtes  (  ommunism  is  not  peoples 
deiiKH  racy.  It  is  one  part  dictator- 
ship in  which  a  small  privileged 
elite  holds  absolute-  power  OVCT 
life." 

Strikes  at   Hitch  group 

And  asking  "Do  We  need  a  dicta- 
the  ( 'alitomia  professor  takes 
DC  Birch  societj  to  task.  "These 
ire  strange  doctrines  lor  a  societ\ 
hat  claims  to  be  \inerican.  This 
nation  has  existed  lor  nearly  2(K) 
femrs  without  dictators.  Even  in 
tones   ol    crisis,   our   people   have 

uways  rejected  those  men  on  white 


horses  w ho  want  to  tell  us  what  to 

1.    id.  \\  hat  to  think,  and  w  hat  to  do 

\\  .■  would  gain  m  ithing  il  w  e  threw 

demi  'i  lac  v  aw  a\  to  del.  .it  (  muiii'i 
lllsin.  as  the  |<>lni  line  h  S.  .1  I.  tv 
WOuld    have    us   do.     Tin-   answer    to 

(  ommunism  is  not  some  kind  ol 
authoi  itai  1. in    or    I'ast  ist    c  ontrol 

The  answei  to  (  oiumimism  is  a 
better  and  fuller  democ  i.icv    foi    all 

ol  oiu  people. 

Egmonl  Sonderling,  president  ol 
the  stations,  said  the  I  >e<  larations 
loi  l  )cmo(  i.k  \ "  selling  campaign 
was  conceived  for  the-  purpose  "I 
educating  the  audiences  ol    these 

stations    to    the    "big    lie      ol     both 

(  1  iimiiiinisiii  and  the  extremists  "I 
tin    right. 

Recalls  travels  abroad 

\\  hile    the     \uiei  11  an    public-    is 

well  informed,  it  still  lacks  the  pre- 
cise knowledge  and  understanding 
ol  the  ideological  dangers  pre- 
sented b\  the-  ultra-left  and  ultra- 
right.  During  mj  travels  abroad. 
particular!)  in  Iron  Curtain  coun- 
tries, I  became  aware  ol  the  tact 
we    Americans  do  not  have  read) 

answers  to  specific  questions  asked 
ol  Americans,  nor  do  we  have  an- 
swers to  many  claims  made  bv 
Communists     lor     their    svstein     ol 

government,"  Sonderling  said,  and 

added: 

\\  ill  rebut  Communists 

It   seemed  to  me  radio  provided 

an  ideal  means  for  communicating 
in  simple-,  straightforward  manner 

the  most  import. mt  e|uestions  asked 
and  statements  made'  bv  (.'oininii- 
nists  and  the  ultra-rightists  or 
Fascists.     In    the     Declarations    for 

Democracy'  scries  one-  specific 
statement  or  question  is  handled 
at     one    time-,     bach    'Declarations' 

broadcast    lasts    approximately    a 

minute  and  a  hall.  It  is  our  plan  to 
broadcast     each     one     man)     times 

dailv  . 

\d  concept  employed 

"In  this  w  a\  the  broadcast  satura- 
tion techniques  which  have  proved 
practical  through  tin-  ve-ars  in  com- 
mercial advertising  are  being  ap- 
plied to  an  educational  campaign 
We  believe  it  will  leave-  lasting 
memorable  impressions  on  our 
listeners." 


I  be  spots  ,,ie  I.,  in.',  .no  d  on  an 
average  ol    between   6v< 
times  d.nlv    iaii   eat  h  oi   the 

tlolis 

I  his    is   the   liist    time    s  md<  t 
ling  said,  that  proved  te<  hniqu* 

e '. it  i.d  radio      simple-    dii 

straightforv  ard  pin  pointed  and 
pv  ramided    announi  ements 

beell    Used    III    s.ltlllatl'  >ll    si    helllll' 

in  at  the  major  politii  al  problems 

ll     the-    ,! 

First    2(i  spots   slated 
bust    _!f>   ol    the   edile  atiolial    s|iots 

have  alread)    been   scheduled 
broadcast,  while  an  additional 
are  being  prepared  bv    I  tor,  &  ala- 
pino  t"  1 . 11  iv  tin-  new  s.  1 11  s  foi 
year. 

I  )i    s(  alapino,  has  been  a  pi 
Mir  at  tin-  l  mvi  1  itv   ol  ( lalifomia 
sun  e  19  19,  a  \  ear  l'  'How  ing  Ins  d 
torate  in  political  seiene  e  at  I  l.u  \ 
ard  I  inv eisitv .  1  lis  book     I  ■  reign 
l'olicv    ol    ( lommunist    ( Ihina,     is 
scheduled  Foi  public  ati(  m  b)  Pr<  n 

tice-llall  this  fall.  Previously,  he- 
has  published  a  number  "l  ti.n  ts 
and  analyses  in  the  field  ol  political 
science. 

\v  ailable  to  stations 

S(  1  ipts  and    or  tapes  w  ill  be  made 
available-     to    an)      station     which 

would  hke  to  air  them,  Sonderling 

said. 

Sonderling  acquired  his  first  sta- 
tion—WOPA — thirteen   years   ago. 

Starting  out   as   .t   suburban   station. 

\\  ( )]'  \  developed  mt"  a  1  ireign 
language  operation  For  Chicago  In 
1954,  Sonderling  acquired  KXE1    in 

Waterloo.      Iowa,      and      in      1 

\\  Dl  V  Memphis    The  latter  statu.,, 

is  programed  For  tin  N<  gro  audi- 
ence. 

Sold   K\l  I     in  T><) 

In   1959,  Sonderling  sold   k\l.l 

and  ae  quired  KDI  \   <  >  ik'    nd  wine  h 

In-    transformed     into    a     Negro- 
oriented    station    serving    the-    S 
Francisco  area    I  lis  Fourth  stat 

kl  <  >\    w  as  pin.  :.  ,sed  in   l'Kil   and 

is  programed  toda)  Forcountr)  mel 
Western  musit  Previously,  Sonder- 
ling was  active  as  .,  station  re  ; 
sentative,  with  an  advertising 
ocy,  and  a  v  ic  i-  president  and 
ral   managei    ol    l  I   lm 

•  1 1 1 1  Recording  Studi  ^ 


IPONSOR    12   AUGUST   1963 


S3 


Danny  Thomas 


Sin  Idun  Leon- 
ard 1 1  i  execu- 
tive producer, 
s  li  ci  w  ii  with 
D.iiinv     rhomas 


\%JU|e?  Retire?" 

■VI  Ever  so  briefly,  and  yet  in 
complete  clarity,  Danny  Thomas 
sets  aside  the  perennial  rumors. 
"I'm  an  entertainer,  first,  last  and 
always.  In  fact,  I'm  planning  to  do 
more  than  ever  on  the  air  next  sea- 
son. Sure,  I'm  also  an  executive,  but 
my  first  allegiance  is  to  my  own 
show.  I  had  a  respite  when  I  went 
to  Europe  recently  to  record  a  num- 
ber of  episodes  in  Venice,  Rome, 
Paris,  England  and  Ireland,  but 
that's  all  over  with  now.  Sheldon 
Leonard,  my  producer,  and  I  didn't 
go  abroad  to  save  money  nor  was  it 
because  it  was  easier  to  do.  In  fact, 
we  didn't  save  a  cent  and  in  some 
instances,  we  spent  more  on  some 
of  the  sequences  than  it  would  have 
cost  us  to  make  them  in  Holly- 
wood." 

Equally  at  ease  in  the  business 
world  or  the  stage,  the  chief  fac- 
totum of  Marterto  Productions 
quickly  replies  to  questions  or  quips 
about  himself  or  his  company, 
which  not  only  controls  his  own 
program,  but  a  number  of  money- 
making  tv  enterprises  including  The 
Andy  Griffith  Show,  The  Dick  Van 
Dyke  Show,  The  Joey  Bishop  Show 
and  other  properties. 

What  is  it  about  The  Danny 
Thomas  Shcnv  as  well  as  other 
Thomas-inspired  properties  spon- 
sored by  General  Foods  Corpora- 
tion, through  Benton  &  Bowles,  Inc.. 
that  calls  for  such  encomiums  from 
both  viewer,  sponsor  and  agencj 
admen. 

Thomas  insists  that  his  firm's  n  B 
talent  is  in  the  casting  of  these  pro- 
grams. He  is  certain  that  the  al- 
chemy and  secret  for  picking  win- 
ners in  situation  comedies  rests  u 
being  good  casters. 

"We  have  a  good  sense  of  marry 
ing  cast  members."  he  saj  s.  Ml  tin 
people  in  our  shows  are  happy 
Picking  the  right  people  for  tht 
right  job — that  is  our  basic  talent' 

This  feeling  is  shared  by  Ben 
ton  &  Bowles  personnel  who  worl 
( losely  with  Thomas  in  the  produc 
tion  of  the  shows.  However,  there  i 


»- 


- 

ft 


-Toothless  Tiger'  of  Tv  Comedy 


dm  important  ingredient  in  the 
makeup  ol  the  program  that  Thom- 
as fails  to  mention,  but  is  qui<  kb 
brought  to  light  1>\  I .ic  Rich,  senioi 
Woe  president  in  charge  "i  media 
ami  programing  for  Benton  <.\ 
Row  les. 

Observes  Rich,  a  perceptive  ad 
in. in  with  keen  showman  instincts: 
"( )\  ei  a  pei  iod  t>i  \  tars  we've  devel- 
oped a  real  persona]  relationship 
with  l)ann\  Thomas.  We  can  and 
do  make  a  contribution  to  Ins 
shows  \\ !  recognize  his  talents  to 
sell  our  merchandise.  We  have  an 
ideal  mutual  understanding  and 
healthx  respect  tor  his  work  I  think 
he  also  regards  us  in  the  same  light. 
We  deal  direetK  with  him  and 
tlnie  is  no  middle  man  involved." 

Kn  h    sax  s    Thomas    doesn't    look 

upon  advertising  agencj  people  as 
Bgres,  nor  does  the  comedian  re- 
gard them  as  blue-pencilling  heav- 
r  the  corporation  that  ultim- 
ateK   toots  the  lull. 

"We  sit  in  on  the  Damn  Thomas 
stor\  conferences  and  believe  me. 
this  is  r.ne  in  the  industry,"  Rich 

sa\  s  proudly.  "And  we  don't  ask  un- 
reasonable things  of  him.  This,  b) 
the  way,  is  something  you  can't  do 
when  you  buy  minute  participa- 
tions 

\-  Rich  expresses  it.  Thomas  mi- 
nds lulK  the  marketing  con- 
cepts ot  the  advertiser.  The  agenc) . 
in  turn,  understands  the  comedian's 
production  problems.  Because  there 
is  such  a  splendid  working  relation- 
ship between  agency  and  Thomas. 
the  integrated  commercials  come 
off  so  successfully.  "Thomas  under- 
stands even  aspect  of  the  produc- 
tion, both  from  the  entertainment 
and  sales  point  ot  view,"  Rich  sa\s 

The  175-pound  comedian  with 
the  deep  brown  e\es.  bom  in  Deer- 
Bel  d,  Mich.,  in  191  I  to  Charles  and 
Margaret  Jacobs,  immigrants  from 
'i  o|  S\  i  ia  now  in  Lebanon, 
speaks  with  admiration  of  his  rela- 
tionships with  both  the  agenc)  and 
the  client  \s  for  the  client  and  his 
wife  he  adores  them. 

"I  here    aren't    any    nicer    people 


around   than    \li     and    Mis    (   holes 

1     \loitiun  i     s.(\ s  I  homas      M<  i 

tuner  is  c  hau  man  ol  (  •>  n<  ial 
I  ils  Thomas  also  speaks  w  1 1 1 1 
ilh  i  h"ii     about      I'.dw  in     \\  f(  >i 

Weyers     I  bel,  \  ice  presidi  at    ad 
vertising,  ( General  Foods. 

I  Ins    is   ,i    i.imiK    relationship 
sa\ s  Thomas  with  a  trace  ol   the 
former  stand-up  comedian  em. 


thlei      d  , 

\\  ould     I  homas    want    hi 

(    hillis     \nthi  >li\       I  " 

be  an  ad> ertising  man?    It  he  i  ould 

be    a    g I    •  m<        I ; 

quii  kly. 

\n\  one  who's  e>  >  i  had  .m\  deal 
ing  w ith  I lolK w ood  and  its  cele 
brated.  snpei  (  h.n ged  figuri 
learns  that  a  man  is  seldom  r<  !■  rred 


Change  of  pace  and  scenery 

I. .ist  season  i).inn\  Thomas  filmed  eight  episodi  Said   rhonuu      It  \<.  i 

of  tin-  wisest — ami   most  exhausting — moves  W 


ing.    The)     are    beloved    friends. 

The)     make    com    Hakes    and    I    like 
corn." 
Thomas  is  fond  oi  c  rediting  his 

program's  producer.  Leonard,  as 
coiner  ot  the  phrase:  Television  is 
a   business    for   young   arteries    and 

old  minds."  He  doesn't  agree  with 

Ihibert     Brodkin    that    tape    is    an 

invention   ot    the  devil   lor  actors 

who  can'l  learn  lines.  Thomas  thinks 

the  daytime  serial  is  .m  invention 

ot  the  de\  il  and  is  forcing  the  ac  tor 
to  learn  lines"  or  as  Thomas  ^  on- 
tiuues.  "television  is  an  invention 
of  the  devil  which  forces  talented 
people  to  do  three  months  work  in 


to    b)    his    Stage    name    or.    for    that 
matter.  b\    the  name  on  hi- 
lt  is   in   the  showbiz   tradition,   but 

quickly,  to  dub  a  performer  with  a 

tag  and  in  the  instai  I  homas 

he  has  mop  than 

possibK      frank     Sin  >':  '      w  ho     I 
quentl)      leads     the     pack     when     it 

c onus  to  oicknai 

ins  has  'led  b)   main 

names,  mostl)  in  a  sentimental  \ 
\t   dill,  rent   tunes  and   at   dith  • 
hours,  on,-  hears  him  n  I 
\/i 

I 
/  .//,  r  (  U   (  hir   Tim,  ,  thl     / 


SPONSOR    12    \i  ei  s,     | 


cently,  if  new  names  have  been 
added  to  the  list,  he  cracked:  "Yes, 
from  now  on  you  can  call  me  A 
Tired  Fellow."  When  Rich  of  Ben- 
ton Bowles  speaks  of  Thomas,  he 
refers  affectionately  to  The  Big 
Nose. 

The  Mr.  Benefit  tag,  is  of  course, 
well  deserved.  He  comes  by  it  hon- 
estlv.   No  matter  what   the   cause, 


Toledo-born  comic  paused  in  a 
church  in  Detroit  and  picked  up  a 
pamphlet  on  St.  Jude  Thaddeus,  the 
patron  saint  of  hopeless  causes.  At 
liberty  and  deeply  worried  about 
his  pregnant  wife,  Thomas  prayed 
for  success  and  promised  that  if  all 
turned  Out  well,  he  would  help 
build  a  shrine  to  St.  Jude.  Ten  years 
and  a  raft  of  benefits  later,  St.  Jude's 


Returning  for  seventh  season 

Danny  Thomas  with  Marjorie  Lord  as  his  wife,  Rusty  Hamer  and  Angela  Cartwright 
as  their  children  in  The  Danny  Thomas  Sliow  on  CBS-TV7  sponsored  by  General  Foods 


Thomas  is  reach  to  play  a  benefit. 
Perhaps  his  most  outstanding  con- 
tribution along  these  lines  was  the 
dominant  role  he  played  in  the  con- 
struction ol  the  $5  million  St.  Jude 
Research  Hospital  in  Memphis.  This 
hospital  owes  its  existence  primarirj 
to  Thomas'  mammoth  fund-raising 
endeavors.  It  is  the  result  of  years 
ol  benefit  shows  staged  by  the  com- 
edian. It  all  began  in  L937  when,  at 
a  sagging  point   in  his  career,  the 


36 


Hospital,  because  of  Thomas'  hero- 
ic-sized efforts,  became  a  glitter- 
ingly  golden  reality. 

Thomas  enjoys  the  reputation  of 
never  having  fired  anyone  From  his 
numerous  enterprises.  Virtually  the 
same  people  who  started  with  him 
some  10  years  ago  are  still  in  his 
employ.  Despite  the  fact  that  lie's 
the  bossman  carefully  scanning  the 
profit  and  loss  (what  loss?)  sheet, 
the    entire    outfit,     from    technical 


crew  to  supporting  cast,  simply  wor- 
ships the  actor-turned-executive. 
Though  he  may  roar  and  bellow  like 
a  tiger  at  them  when  things  go 
wrong,  deep  down  they  are  not  too 
upset. 

The  reason  is  obvious  when  one 
learns  that  at  the  start  of  each  tele- 
vision season  he  makes  what 
amounts  to  a  reassuring  speech  to 
his  loyal  crew  members.  The  refrain 
goes  like  this:  "Now,  listen  fellows, 
you  can  be  positive  that  before  the 
season  is  over,  I  will  be  screaming 
and  yelling.  Please  let  me  yell.  I 
want  you  all  to  know  here  and  now 
that  nobody  can  be  fired  from  this 
show." 

Case  of  technician  recalled 

This  extraordinary  Thomas  soft- 
ness was  best  demonstrated  not  so 
long  ago  when  a  technician  on  the 
Danny  Thomas  Show  soundstage  at 
the  Desilu  Cahuenga  studios  pulled 
a  gross  boner  that  must  have  set 
the  Marterto  Productions  Company 
back  thousands  of  dollars.  This  is 
the  way  Thomas  recounts  the  story: 
"I  sent  for  tins  guy  and  he  came  in 
with  his  10-year-old  son.  As  far  back 
as  I  can  remember,  I've  said  to  my- 
self that  if  anyone  dishonored  me  in 
the  presence  of  my  own  children, 
I'd  kill  him.  I  believe  that  every 
father  is  a  hero  in  the  eyes  of  his 
kids  and  I've  sworn  that  I  would 
never  dishonor  a  man  in  front  of' 
his  children.  So,  what  did  I  do  on 
this  occasion?  Instead  of  firhm  the 
man,  I  spent  at  least  15  minutes  tell 
ing  the  kid  how  important  his  father 
is  to  my  organization." 

Said  a  production  assistant  of 
Thomas:  "Sure,  Danny  is  tight 
about  a  buck,  but  not  with  us.  We 
get  a  bonus  every  year.  He  puts  on 
this  tycoon  act,  and  he  screams  his 
head  oft  and  sulks  sometimes,  but 
the  real  Thomas  is  always  there  just 
beneath  the  veneer.  We  call  hirr 
'The  Toothless  Tiger.'  " 

Everyone  in  showbiz  knows  that 
the  big  headliners  of  today  will  noi 
he  around  forever.  Thomas  is  om 
headliner  concerned  as  to  when, 
television's  new  array  of  stars  art 
springing  from.  Like  others  in  tl» 
business,  he's  aware  that  new  talen 
can't  possibly  spring  from  vaudc 
(  Please  turn  lo  page  (rl  I 

SPONSOR    12    u  (.i  si    196! 


It 


By  GEORGE  E    BLECHTA 
•  Hi-  firrsidfnt,    \    <      \.'./\<m  Company 

I\  an  article  called  "The  Subje<  t 
Is  Ttlf\  ision"  ( .in  led  recentl)  l>\ 
l  \  ( mule."  I  came  across  tins  pe 
culiar  dialogue 
TV  PRODI  CER.  .     .  U  it  in  tfu 

public   interest    to   get   itiliil  and 

reliable  ti   rain, 
MODER  iTOR:  You  feel  the  one* 

u  e  now  fun  c  are  net  i  olid? 
l\   PRODI  CER: Absolutely  not. 

I  think  anyone  in  the  research 
profession  would  envj  this  man  his 
uTt.iiut\ .  For  there  is  no  certainrj 
in  t\  research.  Ratings  can'1  be 
tin *  ked  against  .1  lull  count  "I  the 
tudieiK c  t<>  pr<>\ e  w hether  the)  re 
ri'^lit  or  wrong  because  there  is  no 
pr.u  in  .ii  waj  of  getting  a  full  count. 

Igreemenl  means  accuracy 

Hut  il  researchers  can't  compare 

ratings   to   the   truth   because   the 

true    limine    is    unknown.     the\     can 

at  If. ist  compare  different  rating 
Measurements  with  each  other  and 

see     how      well     the\      .mice      Close 

agreement  supports  their  accuracy, 
disagreement  denies  it.  This  is  the 
same  kind  oi  assumption  tli.it  you 
Bake  when  you  check  your  wrist- 
w.iteh  against  .1  friend's  watch  to 
judge  il  you  have  the  correct  time. 
If  the  two  watches  disagree  sub- 
stantially, then  .it  least  one  and 
perhaps  both  are  wrong.  But  it  both 

Watches  show  the  same  time.  \ou 
assume  the\  are  accurate,  and  with 
HDod  reason.  The  odds  against  this 
Ikmii'4  chance  agreement  are  astro- 
nomical. 

Markets  studied  twice  vcarh 


Ratings  substantiated 
by  differing  techniques 


ratings  of  1,000  homes  show  close  relationship 
to  Nielsen  Station  Index  covering  44,000  tv  homes 


They  confirm  each  other 

Two   different    meai 

\iidil  r-verified    ili.c: 

\ielsei   s     mechanical     program  which 


•PONSOR    IL'    vi  «a  si     |%3 


Service,  The  Nielsen  TV  Index.  NTI 
ratings  are  obtained  from  approx- 
imately 1,000  homes  in  which  Audi- 
meters  (  Nielsen's  mechanical  set 
monitoring  device)  are  installed. 
Both  the  NSI  and  the  NTI  data 
cover  the  same  report  period,  and 
the  same  program,  hut  use  different 
.samples   and   different    techniques. 


between  the  ratings.  All  results 
show  agreement  well  within  the 
range  expected  for  data  taken  from 
two  different  samples.  The  averaue 
difference  for  all  90  programs  is 
about  one-half  rating  point  or  about 
three  percent.  Moreover  this  same 
comparison  study  has  been  done 
each  year  for  the  past  three  years 


Can  you  prove  a  rating  is  valid? 

The  following  comparisons  of  Nielsen  tv  Index  and  Nielsen  Station  Index  data- 
comparisons  that  anyone  can  make— show  nearly  identical  results. 

This  agreement  of  ratings  from  two  different  Nielsen  Services,  using  different  samples 
and  different  techniques  demonstrates  their  validity.  The  odds  against  this  being 
chance  agreement  are  astronomical.  For  the  skeptics— and  this  should  include  anyone 
in  the  research  field— there  is  no  possibility  of  the  data  being  adjusted  into  agree- 
ment (see  text). 

Nielsen  tv  index  and  Nielsen  Station  index  "top  10" 

(Feb.  25-April  7,  1963) 


RANK 
NTI  NSI 


NTI  RATING 


NSI  RATING 


1 

1 

Beverly  Hillhillies 

36.8 

36.4 

2 

4 

Candid  Camera 

32.3 

32.2 

3 

3 

Andy  Griffith  Show 

31.2 

32.3 

4 

5 

Bonanza 

3  \5 

393 

5 

2 

Red  Skelton  Show* 

30.3 

32.8 

6 

6 

Lucy  Show" 

29.2 

28.9 

7 

6 

Dick  Van  Dyke  Show 

28.3 

28.9 

8 

9 

Danny  Thomas  Show* 

28.2 

28.2 

9 

8 

Ben  Casey 

27.6 

28.6 

10 

10 

Lassie 

27.2 

28.0 

°.\S/  litttiuus  include  pre-emption  audiences. 

iiiiHiiiniiiiiiiiiiiiiiiiiiiiiniiiiniiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiH 


Since  NSI  reports  %  hour  total  audi- 
ences, and  NTI  reports  average 
minute  audiences,  all  NSI  ratings 
were  reduced  by  3%  for  these  com- 
parisons. 

Table  I  shows  how  closely  NTI 
confirms  the  \SI  tv  measurement. 
The  agreement  holds  not  only  for 
broad  program  averages  but  also 
Imi  ratings  l>y  program  duration, 
starting  time  and  rating  size.  These 
are  just  a  few  oi  the  several  dozen 
comparisons  which  have  been  made 


and  has  yielded  the  same  results. 
In  fall  1962,  NSI  reported  an  aver- 
age rating  of  18.2,  NTI  reported  a 
17.7  for  92  evening  programs,  again 
a  difference  of  one-half  of  a  rating 
point.  In  fall  of  1961  NTI  and  NSI 
both  reported  an  average  rating  of 
18.3  for  100  evening  programs. 

For  skeptics — and  this  should  in- 
clude everyone  with  research  re- 
sponsibilities— there  is  no  possibil- 
ity of  these  data  being  forced  into 
agreement   NTI   reports  are  pub- 


lished in  advance  of  NSI  reports  for 
comparable  periods  and  the  220 
NSI  reports  are  not  processed  or 
issued  simultaneously. 

The  close  agreement  between 
NTI  and  NSI  for  evening  program 
ratings  is  less  remarkable  than  the 
daytime  comparisons,  for  daytime 
tv  audiences  are  more  difficult  to 
measure. 

In  Table  II,  comparisons  by  aver- 
age rating,  by  program  type  and  by 
rating  level,  show  NTI  and  NSI  in 
close  agreement.  The  average  dif- 
ference is  about  two-tenths  of  a 
rating  point. 

Small  vs.  Large  Sample 

One  other  aspect  of  these  com- 
parisons worth  mentioning  is  the  re- 
lative size  of  the  samples.  We  are 
comparing  data  obtained  from  1,000 
homes  with  data  obtained  from  44,- 
000.  Mathematicians  tell  us  that  a 
1,000  home  sample  is  more  than 
sufficient  to  estimate  national  tv 
viewing  and  it's  reassuring  to  have 
mathematics  translated  into  actual 
experience.  The  much  larger  sam- 
ple produces  very  similar  results. 

Not  too  many  years  ago  the  large 
bean-filled  apothecary  jar  and  invi- 
tation to,  "Guess  number  of  beans 
in  this  jar  and  win  a  prize!"  was  a 
familiar  sight  in  drug  store  win- 
dows. When  the  time  arrived  for 
the  judging,  the  jar  was  opened  and 
the  beans  carefully  counted  in  pub- 
lic view. 

Ratings  services  aren't  that  for 
tunate,  but  if  we  can't  prove  we'i 
right  by  counting,  we  can  try  to  do 
it  by  comparing.  And  I  think  the 
comparisons  presented  here  build  a 
pretty  good  case  for  the  validity  of 
Nielsen  ratings.  ^ 


No  Comment 

When  asked  for  comment  on  the 
above  article,  Rep.  Oren  Harris 
declined  "because  of  the  pressure 
of  other  work."  The  Arkansas  Con- 
gressman who  headed  the  rating 
investigation  earlier  this  year 
added:  "I  would  not  wish  to  make 
any  commentary  on  the  two  sur- 
veys discussed  by  Mr.  Blechta 
unless  my  staff  had  had  an  oppor- 
tunity to  check  out  the  underlying 
field  data.  Unfortunately,  such  a 
check  is  not  possible  at  this  time." 


sponsor   12   u  <a  si    I'"' 


TABLE   1:    COMPARING    DIFFERENT   EVENING   RATINGS 

AVERAGE  RATING 
NIELSEN                  NIELSEN 
No.  of                        TV                      STATION 
Shows                    INDEX                    INOEX 

Difference 

A.  All  Nighttime  Programs 

90 

183 

18.8 

+  0.5 

B    Duration: 

15  Minutes 

3 

99 

9.2 

-0.7 

30  Minutes 

45  or  60  Minutes 

90,  105  or  120  Minute: 

42 

18.4 

18.8 

+  0.4 

40 

19.1 

19.9 

•  08 

5 

15.9 

16.3 

+  0.4 

C.  Starting  Time 

7:00  or  7.30 

21 

18.3 

18.5 

+  0.2 

8:00  or  8:30 

23 

19.6 

20.0 

+  0.4 

9:00  or  9:30 

25 

20.4 

21.0 

+  0.6 

10:00,   10:30.   11:00  or 

11:15 

21 

14.4 

153 

+  0.9 

0     NTI  Rating  Size: 

Under  5.0 

2 

3.8 

3.7 

01 

5.0  through    9.9 

10 

7.8 

8.6 

+  0.8 

10.0  thorugh  14.9 

11 

12.7 

12.9 

+  0.2 

15.0  through  19.9 

34 

17.4 

18.0 

+  0.6 

20.0  through  24.9 

19 

22.4 

23.0 

+  0.6 

25.0  through  29.9 

9 

27.0 

27.5 

+  0.5 

30.0  and  Over 

5 

32.2 

32.8 

+  0.6 

TABLE 

II:  COMPARING 

DIFFERENT  DAYTIME  RATINGS 

AVERAGE  RATING 
NIELSEN                  NIELSEN 
No.  of                       TV                     STATION 
Shows                    INDEX                    INDEX 

Difference 

A.  All  Daytime  Programs 


68 


7.5 


7.3 


0.2 


B.  Program  Types: 


Quiz,  Audience  Participation 

16 

7.6 

7.4 

-0.2 

Informative 

6 

8.0 

8.4 

+  0.4 

Serial,  Drama 

11 

8.4 

8.2 

-0.2 

Children's 
Situation  Ccmedy 
Variety,  Music 
Sports 
Western 


16 


7.5 


7.0 


6.0 

6.1 

9S 


7.1 
6.4 
6.1 
6.1 
9.6 


C.  NTI  Rating  Size: 


Multi-Weekly— Under  5.0 
5.0-9.9 
10.0  and  Over 


Once-A-Week-Under  5.0 
5.0-9.9 
10.0-14.9 


13 

17 

9 

3 

20 


4.0 

7.3 

120 


3.6 


7.4 


11.1 


3.9 
7.2 

11.7 
3.5 
7.0 

114 


(All  data  based  on  six  wet  As  <  ndin  >  7  Avril  /%  | 


-0.4 
-0.6 
+  0.1 
0.0 
-0.2 


-0.1 

-0.1 
-0.3 
-01 
-0.4 

-03 


SPONSOR    li>    u(,im     I 


Summit  conference 

Before  San  Francisco's  Mark 
Hopkins  Hotel,  high  on  Nob 
Hill,  Lamont  "Tommy" 
Thompson  (acting  general 
manager  of  Group  W's  KPIX) 
and  Robert  M.  McGredy 
( managing  director,  TvAR, 
right)  discuss  rep  firm's 
"Twenty's     Plenty"     brochure 


Welcome  aboard 
TvAR's  McGredy  officially 
greets  William  Calhoun,  t\ -ra- 
dio v.p.  of  McCann-Erickson's 
San  Francisco  office,  and  blonde 
Ma\inc  Perkins,  of  local  Len- 
iicn  &  Newell  office.  Looking  on 
is  tv  consultant  Harry  W.  Mc- 
\ Lilian,  who  was  due  to  conduct 
after-luncheon  creative  work- 
simp    Some  200  quests  attended 


Photos    Hank  Faglion 


How  TvAR  takes 
soft-sell  seminar 
on  U.  S.  road  tour 

I     Basic  presentation,  plus  special  creative 
workshop,  was  San  Francisco-area  success 


As  media  presentations  go,  it  vv  .in 
quite  .1  turnout.  On  hand  loi 
Cocktails,  lunch  and  a  lull  afternoon 
n  .it  San  I  'ram  is*  <>  s  Mai  k 
Hopkins  Hotel  were  management 
level  and  kev  media  executives  from 
me  B.i\  \i<-.i  offici  s  nt  sin  h  agen 
iits  as  y&R;  BBDO;  N  W  \\.  -i . 
Compton;  McCann  -  Erickson; 
DDB;  I)  I  s.  Long  Advertising; 
puild,  Bascom  &  Bonfigli;  Cunning- 
ham &    Walsh;   ...id    |\\  I 

\  solid  spi  inkling  oi  client  nanus 
I  .is  also  in  e\  idence,  vv  itli  I VI 
Monte,  Sears,  Montgomery  Ward 
Mac)  s,  l  .angendoi  I.  Kaisi  i  and 
Luck)  Lagei  among  national  oi  key 


In  mi  s    Twenty's   Plenh     pn  si  ntu 

(hui       S.  .      51  I  INSOF    Foi      II     M  in  li 

p  52  and  to  sp.uk  agi  n<  j  i  lient 
.  i.  do  it)  through  .i  seminal  < on 
ducted  b)  veteran  h  consultant 
Hanr)  Wayne  M<  Mahan,  tin  l\  \l. 
touring  event  vvill  nave  played  to 
ovo  l.(HM)  admen  l  and  w omen  in 
eight  major  markets  when  it  winds 
up  its  spi  ing-summei  run. 

Not  .i  rev  oi  the  \  isiti  irs  vv  ere 
surprised  to  find  that  the  session 
w  .is  li  iw  pressure  to  the  point  oi  di  i 
pressure  .it  .ill  There  was  no  hard 
soil  pitch  In,  kl'l\  whose  t  BS 
I  \  h.isu  si  hedule  and  local  shows 
an     interlaced    with    one    oi 


I  \  \li  repress  nt<  d    tati 

I  In  se  |'n   '  oi  il  may 

soiinil   m  i \    high   .uiil   noble     .uitl 
■ .  i  tainl)  the)  are   in  man)  v 
lint  ur  di!  tli.it  the  i  pic 

m I si    t\   pri iperl) .  tl 

will  benefit   in  th<    Ion 

plains     I  v  \li    in. ii  ki  tin  ii  li 

\  P    Robert  M    I  loffman 

\ilds    tin     rep    firm's    managing 
din  i  '"i    Ri ibert  M    M< (  •  ho 

Imsts  tin   in  ail  sessii  'i       i*ou  don  t 
w in  the  sales  « ai  pist  l><.  knrx  i 
the   "tin  i    euv's  pi  \\  e 

have   Found    that    out    l    \i. 
sentatii  ns  help  exnand  the  "V  ei  all 

us  r  '    ■       v  .iiir  st  itimis 


The  show  begins 

I  ;  luncheon  audience  .it  Mark   Hop- 

Bis,    McCredy    extends    welcome    from 
IN  \K  .mil  (.roup  \V"s  local  oudel  KIM X 


A  tough  audience 

San   Francisco  adm m    (and  ladies 
sharp,  sophisticated,  reserved,  as  typified 
bj    JWT   copywriter    B.    J.    Pbte   afa 


Cup  &  a  half  in  20  s 

r t   \|     II" 

mc  v  p.  of  TvAJ  Maxwell 

House   spot   to  punch   a   lui  point 


regional-local    ad    accounts    repre- 
sented. 

W  hat  ncarh  2(M)  admen  and  cre- 
ttivi   personnel  had  come  to  see  on 

25  Jul\  was  one  of  the  sharpest 
road  sir  ws  on  the  t\  mocha  circuit 
— the  combination  presentation 
workshop  st. mod  by  Television  Ad- 
vertising Representatives  T\  \H 
and  San  Francisco  tv  outlet  KPIX 
Designed    to    showcase    the    rep 


bluest-chip  spot  schedules  in  the 
countr) .  see  separate  stor)  or 
f or  TvAB  (one  oi  tv's  best-grossing 
reps)  or  even  lor  consultant   \h  - 

Mahan,  whose  international  i  lient 
list  reads  like  an  e\ecrpt  Irotn 
"Who's  Who." 

Is    T\  A H    out    of    its    mind-'    Do 

such  prestige,  red-carpet  tactics 
mean  anything  in  the  long  run  to 
advertisers,    agencymen    and    the 


have  a  g  tell,  tllev   w  md 

up  with  a  g I   share  "I   this 

panded  busin 

\^    tnr    tin     I  ii  ativi     u  .  irksliops. 

we  are  simp!)   applying  tin 

philosopliv  (.roup  \\  h.is  lield 
toward  its  public-affairs  program- 
ing ( ontereiii  is  in  i,i  ■  nt  years  Ii 
we  help  to  mak 

ter  and  more  effective,  we  are  help- 
ing the  industr)    and  what  helps 


SPONSOR    12    v.  ...  si     i 


tl 


the  industry  helps  us." 

Are  screenings  of  brightly  crea- 
tive U.S.  and  foreign  film  commer- 
cials wasted  on  agency  and  client 
personnel  far  from  the  concrete- 
and-glass  canyons  of  New  York's 
Madison  Avenue? 

Not  by  a  long  shot,  in  the  opinion 
of  consultant  Harry  W.  McMahan. 
While  a  team  of  waiters  at  the  Mark 
Hopkins  adjusted  the  Peacock 
Court's  lights  and  draperies  for  the 
seminar  (dim  enough  to  screen 
commercials  properly,  bright 
enough  for  admen  to  take  notes), 
McMahan  put  it  this  way: 

'The  tv  industry  gets  more  crea- 
tive  commercials  from  San  Fran- 
cisco than  from  any  other  city 
where  comparable  advertising  bill- 
ings originate.  A  number  of  major 
tv  accounts,  like  Carnation,  have 
moved  to  the  West  Coast,  and  San 
Francisco  admen  are  sharp  and 
sophisticated.  In  fact,  the  'Go,  Go, 
Goodyear'  commercials  were  hatch- 
ed in  San  Francisco,  if  you  want  a 
sample  of  how  creative  local 
agencymen  can  be.  Madison  Ave- 
nue has  no  corner  on  brains. 

"It's  been  my  experience  that  the 
sharpest  ad  people  are  usually  the 
ones  most  willing  to  take  on  new- 
ideas." 

A  growing  number  of  tv  admen 
ire  Familiar  with  the  contents  of 
TvAR's  "Twenty's  Plenty"  presen- 
tation, through  the  luncheon  ses- 
sions and  through  trade  stories. 
However,  here  arc  some  highlights 
From  the  San  Francisco  session: 

•  "In  September  1961,  station- 
break  time  expanded  From  30  to  40 
seconds,  and  the  availability  of 
prime  20*S  nearly  doubled.  This,  in 
turn,  was  accompanied  1>\  a  sizable 
increase  in  the  number  of  night- 
time 20*s  used  In  advertisers  during 
the  fall  of  L961.  In  the  eight  TvAR 


Consultant  McMahan  in  action 

During  luncheon,  Harry  McMahan 
ponders  a  poser,  above  (1. ),  from 
Kaiser  Aluminum  adman  Jack  An- 
derson. At  right,  McMahan  dis- 
cusses creative  technique  while 
later  screening  reels  of  top  U.S. 
and  foreign  video  and  theatrical 
commercials  for  tv  workshop  guests 


12 


SPONSOR    12    \i (a  st   196 


markets,    there   baa    been   a 

ini  i-  isc  m  the  purchase  ■>!  pi Ime 


nighttime 
I960 


20's    since    tin-    I. ill    ol 


•  \  iewera  prefer  a  ihoa  i  to  a 
nog  (.ilium  hi. J    \s  I. ii  .is  liking' 
hoes,  20  second  commercials  tested 
1>\  S<  hwerin  were  ^  V  i   more  pop 
ill. ii    tli. in    minutes.    Liking    isn't 

h.  The  advertiser's  prime  con- 
mi]  is  wiili  effectiveness.  On  the 

basis   "|    (In     S(  hwei  in    1  '.ll.vtiv  .in  ss 

Index,  the  index  "l  83  for  the  20 
compares  favorably  with  the  minute 
(index  ol  100 

•  "Over  the  course  oi  .i  week, 
three  average-rated  prime  20's  will 

reach  II'  i  ol  the  tx  families  in  tins 
area  In  .i  four-week  period,  these 
commercials  will  !><■  seen  1>\  two- 
thirds  ol  the  families  an  average  <>l 
3.6  times  each.  With  live  spots  per 
week,  the  prime-time  advertiser 
delivers  Ins  message  in  more  than 
half  tin-  homes  each  week." 

Consultant  McMahan's  afternoon 
ii.  which  has  varied  only 
sliuhtK  between  T>  \l\-market 
stagings,  put  its  heaviest  stress  lor 
tli.  s  ii  Francisco  admen  and  crea- 
tive p.  rsonnel  on  simplicitj .  crea- 
tivity, and  non-imitativeness. 

Illustrating  his  points  with  com- 
:1s   which   varied    from    I  ,S 
spots  for  Nabisco  to  a  French  thea- 
trical   commercial    lor    Dubonnet, 
M(  Malum  said: 

"When  you're  working  on  na- 
tional, regional  or  local  accounts, 
Bttke  sine  you  have  identified  the 
advertiser's  name  well  enough.  This 

not  a  question  ol  'schlock'  hard 

We've  gotten  much  too  fancy . 

re  hiding  the  name.  Von  should 

ihvavs  watch  out  lor  distortion  and 
confusion   with   your   competitors." 

\-  a  clincher  lor  his  argument 
that  i  reati\  it\  does  not  have  to 
(Offer  at  the  hands  ol  sales  effe<  - 
i\.  in  ss  McMahan  screened  a 
ninute-length  film  commercial  for 
tab's  San  I'elleurino.  a  soft-drink 
inn  whose  product  line  resembles 
I  combination  of  those  of  < 
Sola  and   Scliweppcs 

Within  60  seconds  of  animation. 
Ivertiser s  name  was  mention- 
id   no    less    than    34    times    tor    the 
pod  reason   that   the  brand   name 
■tit/  copy  used  in  the  spot 

I        udience  lo\ed  it.  ^ 


KPIX:  why  'avails'  are  scarce 


Tm  Madison  \\einie  agency  ex- 
ecutive with  the  "SFO"  airline 
tag  still  tied  to  the  handle  ol  Ins 
attache  case  practicalk  mow  led  at 
the-   receptionist    as    he   stalked    into 

the   low.    modern   building   which 
houses  San   Francisco's   kl'IX    II. 

was    quickl)    shown    into    the    office 

of    Lamont    "Tommy"   Thompson, 

the   station's  acting   genera]   man- 
ager. 

The  adman  got  right  to  the  point. 
W  hat's     all     this     nonsense     about 

only  marginal-time  availabilities  on 

your     station."     he     demanded.     "I 

don't  believe  it." 

\    lew     minutes    later,    from    the 
KPIX    schedule    board    the    adinan 


learned    first  hand    a    l.u  t    .  >l    tun. 
bn\  Ing    lite    he    had    I'  Hind    diffic  nil 

to  believe  back  in  New  ^ork:  avail- 
abilities, p.utn  ularl)    in  saturation 

quantity     are  as  hard  ti  I  come  b\   on 

the  Group  W,  basi.  CBS   l\   affili- 
ate  as   a    seat    mi    the    I'owell    St' 
(  able   car    in    San    I'r.iii.  is<  ..   during 

the  i a-hour  insh   see  abo1 

This  si  <  lit     has   been   pla\  ed   limrr 

than  once  at  Kl'IX  Says  Thompson 
Nobody  realb  believes  we  haven't 

had  an  unsold  spot  in  our  Saturday- 
night  Big  Movie  show  in  \1  months 
or    that    we    ha\e    a    waiting    list    .'I 

sponsors.  The  'flight'  advertiser  who 
wants  .t  heavy,  short-term  buy    is 

PI  ase  turn  to  /><;_•■    62 


Local  KPIX  shows  pull  large  shares 

W.in.l. i  Rame)   and  John  Weston,  stars  "t   kl'l\  -  "Noon  News,"  a  half 

i    Francisco's   available   t\    homes   with   sti 
in    Show    s,  IN  mi  well  t..r  spot  t\   sponsors  tint  it 


PONSOR    |-    U(.i  s,    pin; 


NOW 


SOOO 


WATTS 


Irv  Schwartz  McGavren-Guild  Co. 

V.P.  &  Gen.  Mgr.      Mid-West  Time  Sales 


11 


TIMEBUYER'S 
CORNER 


Media  people: 
what  they  are  doing 
and  saying 


From  Philadelphia  comes  word  that  Wermen  &  Schorr  lias  made  some 
major  changes  in  its  media  department.  The  agency  lias  named  a  new 
department  director  and  instituted  a  new  system  whereby  print  and 
air  media  responsibilities  arc  consolidated.  The  new  media  director  is 
Theresa  Falgiatore,  who  has  been  with  W&S  for  two  years.  She  suc- 
ceeds Helen  Carroll,  who  retired  1  June.  Theresa  Falgiatore  was  pre- 
viously associated  with  Arndt.  Preston.  Cliapin,  Lamb  &  Keen;  and 
with  Erwin  Wasey,  Ruthrauff  6c  Ryan,  both  Philadelphia.  Now  assisting 
the  new  media  director  is  a  planning  staff  of  three  senior  buyers:  Peter 
Holland,  Grace  Mathias,  and  Shirley  Weiner.  Most  recent  addition  on 


ft 

n 

M 


Wisconsin  Valley  Tv  huddles  with  JWT  media  folk 

WMTV  (Madison)  and  WSAU-TV  (Wausau)  execs  visit  N.Y.C.  agencies  to  prt 
sent  combo  market  buy.  Here,  explaining  advantages  of  two-market  purchases  t 
(1-r)  J.  Walter  Thompson's  Dick  Maealuso,  Jeanne  Tregre,  Harold  Veltman  & 
research  analyst  Lucian  Chimene,  are  (standing  1-r)  WMTV  gen.  irnir.  Tom  Bolge 
and  WSAU-TV  nat'l  sis.  mgr.  Jim  Frey.  Far  right,  Meeker  research  dir.  Marty  Mill 


this  staff  is  Shirlev  Weiner,  who  went  to  W&S  from  Lennen  c<  New  ell. - 
New  York  office '(TIMEBUYER'S  CORNER  3  June)  where  she  wd 
media  coordinator  on  the  P.  Lorillard  account.   She  had   previous^ 
been  with  the  Richard  K.  Manoil  agency  in  New  York. 

New  York  buyer  makes  a  move:  Gene  Hobicorn  joined  Ogilvy,  Bensoi 

&  Mather  6  August  as  a  media  buyer.  His  account  assignments  have  Q0 
\et  been  announced  Gene  goes  to  OHM  from  J.  Walter  Thompson! 
where  he  spent  a  year  as  a  timebuycr  on  the  Liggett  Cv  Myers  account 
For  the-  two-and-a-half  years  before  that  he  was  with  BB1X).  where  In 
joined  as  a  media  analyst  and  advanced  to  assistant  media  buyer. 

Chicago  move:  Marge  Flotron  has  joined  the  John  W.  Shaw  agency  a 
tiinebuvor.  She  was  with  North  Advertising's  Chicago  office. 

New  grad  goes  to  Southern  agency:  Lawrence  Raines,  Jr.  has  join© 
Cargill,  Wilson  c<  Vcree  (Richmond)  as  a  media  buyer  and  researcher 
He's  a  recent  graduate  of  the-  University  of  Virginia. 

Buyer  returns  to  F&S&R:  William  Caro  has  rejoined  Fuller  c<  Sinitl 
cc  Ross  as  a  media  buyer  in  the  agency's  Los  Angeles  office,  reporting 


I 


SPONSOR    11'    ugist   196!! 


'TIMEBUYER'S 
CORNER 


to  media  din  i  toi  foseph  I  anellL  Caro  had  worked  in  media  and  othei 
departments  as  .1  trainee  al  F&S&R's  San  Francisco  office  until  one 
ami  .1  li.ili  years  ago  when  he  joined  the  Dancei  Fitzgerald-Sample 
Ba)   Cit)   branch    He  is  completing  a  term  as  president  ol  th. 
Francisco  [unior   Advertising  Club. 

New  York  promotion;  David  EL  Williams  upped  to  associate  media 
directoi  al  Ketchum,  Mac!  eod  &  Grove. 

what  ships  are  docking  in  Neu  York?  How's  the  \  is.il n  1  it \  in  Gotham? 
Check  the  Foote,  Cone  &  Belding  media  department,  The  CORN1  R 
hears  tli.it  FC&B  media  people  are  fascinated  l>\  the  viev  from  the 
86th  Boor  of  the  Tan  Km  Building,  their  new  home  at  200  Park  Avenue. 

Cross-country   moves:   Walter    idler,   mm    with    Dancer-Fitzgerald 
Sample's  New  York  office,  will  become  media  director  ol  the  agenc)  s 
San  Francisco  office  effective  1  September.  He  replao  s  Sever  loretti, 

who  w  ill  return  to  D-F  ^  New  York. 

Promotion  in  Chicago;  Robert  Zschunke,  an  associate  media  director 

at  Campbell-Mithun,  has  been  lipped  to  media  director  The  post  lias 
been  unfilled  for  several  mouths. 

New  York  change:  James  Clinton  is  now  director  of  media  (a  uewlj 

created  post  I  at  the  (  liarles  \\  .  llo\t  agenC)  ,  He  was  w  ith  BBIX  ) 

Phil  Branch:  divided  they  stand 


A  good  example  of  his  own  statement  that  "Grey  offers  potential  growth 
for  bright  people,"  Phil  Branch  is  associate  media  director  in  the  unique 
media  department  set-up  at  Grey  (New  York).  Beginning  as  a  timebuyer, 
Phil  is  now  in  charge  of  all  media  planning  for  all  accounts,  and  is  in 
his  ninth  year  with  the  agency.  Before  joining  Grey,  he  spent  three 

years  as  a  timebuyer  with  Ruth- 
rauff  and  Ryan,  after  a  tenure  as 
chief  timebuyer  with  the  Al  Paul 
Lefton  agency.  Phil  explains  how 
the  Grey  media  department  works: 
"There  are  two  distinct  functions 
of  the  media  department— planning 
and  buying— and  each  calls  for  cer- 
tain skills  and  experience.  At  Grey, 
we  divide  these  duties  so  that  full 
time  can  be  spent  on  both,  result- 
ing in  a  thorough  job  done.  Plan- 
ners write  strategy,  develop  plans 
and  alternatives  with  marketing  ob- 
jectives in  mind,  and  are  the  liaison 
with  the  account  man  and  re- 
searchers. Buyers  implement  cam- 
paigns, confer  with  reps,  handle 
network  negotiations.  Many  buyers 
become  planners,  all  planners  are 
ex-buyers."  Phil  gained  his  back- 
ground in  marketing  and  advertising  at  Pace  College,  earned  his  degree 
at  Seton  Hall  Univ.  (South  Orange,  N.  J.)  night  school  majoring  in  Eng- 
lish. Phil's  wife,  Ruth  Fnedlander  Branch,  was  media  director  and  a.e. 
at  Lefton.  They  and  daughters  Elizabeth  Ann  and  Jennifer  live  in 
Little  Silver,  N.  J. 


THE 


KON 


S 


"IS  THE  I 


DOC 


IN  THE  HOUSE?"" 

In   the   house   of   KONO   Radio   you 
will  always  find  Dr.  Pepper. 
Mr.  Harold  Burke,  General  Manager, 
San     Antonio     Dr.     Pepper     Bottling 
Company,  makes  sure  that  the  "dif- 
ferent"   soft   drink    is   advertised    on 
KONO.    He   likes   the   coverage,    the 
penetration,   and   full   range  of 
audience  makeup. 
If    KONO    works    for    Mr.    Burke  .  .  . 
KONO  will  work  for  you. 
Don't   take   our   word    for    it  .  .  .  call 
Harold    Burke    COLLECT    at    CApitol 
5-2721    (Area  Code  512). 

For  other  deloili  conlocl  KATZ  Agency 


860   KC  5000   WATTS 

SAN    ANTONIO 


SPONSOR     \'2     \l  (.(  si      I 


COMMERCIAL 
CRITIQUE 


Trends,  techniques  new 
styles  in  radio  tv 
commercials  are  evaluated 
by  industry  leaders 


THE   MEMORY   MUST   LINGER   ON 


By  TONY  WAINWRIGHT 

Commercials  have  a  big  job.  They 
must  entice,  hold,  involve  and  most 
important,  sell.  Each  spot  must  be 
conceived  to  stand  alone.  It  isn't  al- 
ways possible  to  provide  complete 
saturation.  So,  how  can  a  commer- 
cial implant  a  deep  enough  impres- 
sion for  the  viewer  to  recall  its  mes- 
sage at  the  point-of-purchase? 

Today,  it  isn't  enough  to  make  a 


Lends  itself  to  total  commercial  design 

Winston  spells  out  copy  line  with  ani- 
mated dancing  letters  and  cartoon  figures 

pretty  commercial.  The  viewer  is 
simply  too  sophisticated,  too  disin- 
terested to  be  motivated  by  nice 
pictures.  Commercials  must  work 
hard,  with  strong  words  and  visual 
situations  and  titles  to  instill  their 
messages.  An  award- winning  com- 
mercial will  never  substitute  for  an 
emptying  store  shelf. 

First,  an  obvious  point — the  prod- 
uct has  to  be  seen.  Not  in  a  long 
shot  or  an  involved  glamour  setting, 
but  close-up  so  the  viewer  can  re- 
member its  shape  and  name.  Sure, 
it's  intriguing  to  lead  up  to  the 
product,  but  what  happens  if  the 
folks  at  home  turn  awa\  from  their 
set  in  those  last  ten  seconds?  A 
( ommercial  can't  take  that  chance. 
There's  too  much  money  rid  in «  on 
each  spot.  If  possible,  the  product 
should  be  show  a  in  use,  clearly  visi- 
ble for  much  of  the  alloted  broad- 
cast time. 

Next,  the  copy  line  should  be  re- 
peated. One  time  isn't  enough.  A 
title  above  the  product  shot  will  re- 
enforce   the   key   selling   message. 


46 


People    see,    people    hear,    people 
remember. 

Occasionally,  a  copy  line  lends 
itself  to  a  total  commercial  design. 
"Winston  Tastes  Good  . . ."  has  been 
handled  effectively  in  animation 
with  dancing  letters;  Kellogg's  "Best 
To  You  Each  Morning"  has  tagged 
many  of  dieir  product  commercials 
using  a  jingle  with  moving  titles; 
Illinois  Bell's  Long  Distance  series 
"Make  Someone  Happy"  is  keyed  to 
recall  with  repetition  of  words  and 
music  and  titles. 

In  a  way,  the  use  of  music  and 
titles  can  be  compared  to  a  televi- 
sion "singalong."  Familiarity  breeds 
confidence  and  the  more  often  the 
viewer  sees  ( and  hears )  a  copy  line, 
the  more  likely  he  is  to  remember  it. 
But  this  is  a  fine  line.  Any  good  idea 
can  be  over-done.  The  message 
must  be  presented  without  grating 
or  irritating  factors.  Always,  it  is  a 
matter  of  proper  taste. 

Another  important  point:  the 
viewer  must  be  able  to  identify  with 
the  action  in  a  commercial.  Unfor- 
tunately, some  situations  are  so  the- 
atrical that  involvement  is  impossi- 
ble. Bealism!  The  word  is  used  and 
abused.  A  vignette  must  be  believe- 
able,  both  in  story  line  and  types  of 
characters.  Language,  too,  must  be 
likely.  So,  great  care  should  be 
taken  if  a  short  drama  is  attempted. 
Otherwise,  the  viewer  will  never 
get  to  the  copy  line.  He'll  be  off  for 
the  refrigerator  every  time  to  sees 
it  coming.  A  hokey  situation  is  just 
that.  It  will  do  more  harm  than 
good.  But  something  honest  be- 
comes compelling  and  provides  a 
receptive  framework  for  selling. 

Comedy  is  another  sensitive  area. 
A  commercial  can  be  too  cute,  too 
funny,  too  far-out.  Sure,  a  lot  of 
people  may  like  it,  but  does  the 
humor  overshadow  the  message? 
Some  of  the  so-called  uninteresting 
commercials  actually  do  a  job.  They 
work  hard  to  do  one  thing:  implant 
a  selling  idea.  This  isn't  to  advocate 

Bashing  titles,  stand  up  announcers 
or  sixty-second  product  shots.  Not 


at  all.  But  it's  important  not  to  lose 
sight  of  a  commercial's  primary  ob- 
jective. To  amuse  is  fine,  but  to  sell 
is  essential. 

What  may  delight  the  creative 
man  may  not  move  the  product.  If 
humor  is  used,  it  must  be  easily  un- 
derstood. In-jokes  are  out.  There  is 
such  a  thing  as  being  too  funny. 
Still,  properly  utilized  comedy  has 
its  place.  It's  a  wonderful  hook,  a 
device  to  capture  attention.  Com- 
edy can  give  the  viewer  a  good  feel- 
ing about  the  product.  Example: 
Chung  King  foods.  Here's  a  case 
where  their  dollars  worked  hard  to 
achieve  memorability.  Almost  any 
product,  except  medicines  and 
drugs,  can  benefit  from  the  proper 
use  of  humor.  People  like  to  laugh. 
And  often,  something  funny  can 
take  the  curse  off  a  terribly  dry  sub- 
ject. But  the  dangers  are  there.  It 
takes  a  heap  of  thinking  to  turn  out 
a  commercial  like  the  Chinese  Jell-o 
Baby  or  the  scratching  dog  for  Sar- 
geant's    Flea   Powder. 

One  final  thing  to  keep  in  mind: 
there's  a  time  lapse  between  view- 
ing and  buying.  A  viewer  doesn't  do 
handsprings  and  rush  right  out  to 
buy  the  product.  He  waits.  Maybe 
hours  or  days,  or  even  weeks.  That 
is  if  he's  spurred  on  by  a  message. 
Then,  later  when  he's  in  the  store, 
something  has  to  ring  the  bell.  It 
may  be  the  copy  line  or  an  exciting 
visual  or  a  personal  endorsement  or 
the  sheer  fun  of  the  commercial  or 
some  combination  of  these  factors. 
But  whatever — he  remembers. 

At  that  moment  of  decision,  a  job 
has  been  well  done.  Because  after 
all.  the  memory  has  lingered  on.^ 

TONY  WAINWRIGHT 


Tony    Wainwright,    copywriter   at 

V  \\ .   \\cr  &  Son  in  Chicago,  has 

also  worked  in  the  creative  depart- 
ments of  Lee  Burnett  and  McCann- 
Erickson.  One  of  liis  eonimerieals 
for  Illinois  Bell  Telephone  won  a 
Hermes  Award  in  tliis  year's  Chi- 
cago federated  Advertising  Club 
competition. 


SPONSOR    12  august  196$ 


THE  MOST 
IMPORTANT 
WIN  TIME- 


BUYING  TODAY 


The  Monday  stack  may  hide  many  needles.  SPONSOR'S  not  one  of  them.  To  a  buyer. 
SPONSOR  pops  out  of  the  pile  as  the  most  important  Vi"  in  his  buying  mix— that 
tureen  of  soup  in  the  back  of  his  mind  that  needs  the  constant  stirring  in  of 
SPONSOR'S  top-of-the-news;  of  SPONSOR'S  significance-of-the-news;  of  SPONSOR'S 
spotting  of  trends;  of  SPONSOR'S  scouting  of  the  future.  It's  all  about  broadcasting 
and  it's  geared  entirely  to  buying.  SPONSOR  ,  the  "extra  margin"  in  the  profession 
of  buying  time,  and  the  selling  to  timebuyers.  555  Fifth  Avenue.  New  York  17 
Telephone:  212  MUrrayhill  7-8080 


SPONSOR 


VI    (.1     Nl 


WASHINGTON  WEEK 


News  from  nation's 
capital  of  special 
interest  to  admen 


jtjt   NASA  is  working  on  &  Syncom  communications  satellite  that  will  be 

equipped  for  international  color  tv  transmission. 

This  is  the  only  pleasing  item  in  a  rising  clamor  of  dissension  over 
the  one-world  communications  system  the  U.S.  hopes  to  bring  about. 

The  international  color  tv  prospects  were  mentioned  in  the  course  of 
an  angry  dressing  down  of  the  Communications  Satellite  Corporation  by  Rep. 
Wm.  Fitts  Ryan  (D. ,  N.Y. ),  chairman  of  a  House  Science  and  Astronautics 
Subcommittee  on  Communications  Satellites. 

During  recent  House  debate  on  appropriations  for  NASA,  Ryan  quoted 
FCC's  recent  blast  against  Comsat's  temporary  board  of  directors  for  fail- 
ure to  get  public  sale  of  stock  underway.  FCC  wants  early  vote  by  stock- 
owners  to  set  up  the  15-man  permanent  board  called  for  in  the  law  that 
established  the  hybrid  private-public-government  corporate  mix. 

^"^  Rya"  said  failure  to  start  stock  sale  was  sure  proof  Comsat,  Inc. , 

intends  to  keep  milking  the  government  for  research  money. 

He  urged  that  the  corporation  be  forced  to  reimburse  the  government 
for  research  money  to  be  put  out  by  NASA. 

One  odd  factor:  Ryan  himself  notes  that  the  $125,000  a  year  Comsat 
board  chairman  Leo  D.  Welch  told  Congress  in  April  that  no  stock  would  be 
offered  until  the  second  half  of  1964. 

Welch  said  then,  and  will  probably  repeat  in  his  answer  to  the  FCC 
due  in  September — that  Comsat's  financial  structure  will  hinge  on  final 
choice  of  satellite  type;  the  size  of  the  system's  network;  the  kind  of 
foreign  participation;  ownership  of  ground  stations,  and  other  matters. 

Britain  and  Europe  are  being  sounded  out  on  interest  in  a  one-world 
system.  Either  or  both  may  prefer  independent  setups. 

^"^  For  every  "yes"  there  is  a  "no"  in  technical,  financial  and  politi- 
cal aspects  of  international  telecommunication  by  satellite. 
Surprisingly,  Prof.  Samuel  Estep,  of  Michigan  U.  Law  School,  de- 
fends Comsat  position.  Don't  call  it  a  giveaway  if  private  enterprise  can 
utilize  government  research  to  the  best  advantage,  he  says. 

Reverse  stand  by  RCA's  General  Sarnoff  reportedly  would  have  one 
private  corporation  buy  over  all  channels  of  international  communica- 
tion here,  by  cable,  satellite  et  al,  and  operate  the  whole  under  govern- 
ment supervision. 

Technically,  NASA  might  like  to  say  "yes"  to  Syncom  type,  most  recent 
and  most  spectacularly  far  out  (23,000  miles).  Syncom-2  had  no  tv  but 
NASA  would  remedy  that.  Syncom  backers  say  it  needs  no  ground  stations 
and  would  be  cheaper.  But:  launching  problems  are  prohibitive. 


48 


ifjf   Vaulting  earthy  hurdles  are  dreamers  like  Harvard  linguist  I.  A.  Rich- 
ards, addressing  a  Writer  and  ArtisJ.  conclave  here^ 
He  warns  creative  producers,  writers,  broadcasters,  to  be  ready  for  a 

new  era  when  peoples  of  the  world  will  "talk"  to  each  other  in  pictures. 


SPONSOR   1L»  august  19( 


SPONSOR  WEEK      Advertisers  and  Agencies 


Culture  boom  bodes  well  for  small  biz 


Individual  taste  and  individual 
buying  habits  are  pari  "I  .1  nev 
cultural  explosion  which  will  have 
rev  olutionar)  effects  on  mai  leering, 
according  to  a  stud)  l>\  E.  B.Weiss, 
vice  presidenl  and  director  "I  spe- 


cial merchandising  sen  ires  .it  D05  le 
Dam-  Bernbach. 

Entitled  "The  Rising  Tide  ol  In- 
dividual  Taste,"  the  stud)  projects 
that  the  era  of  "keeping  up  with 
the  Joneses"  will  be  supplanted  b) 
"keeping  awaj  from  the  Jones< 
It  uses  the  following  line  <>t  rea- 
soning: 

For  several  decades  families  have 
displayed  increasing  good  taste  in 
selection  of  merchandise.  ( lood  taste 
has  become  a  logical  by-product  of 
our  increasing  sophistication.  This 
sophistication  takes  families  t<>  the 
next  logical  step — the  stage  <>t  in- 
dependent taste,  which  inevitahh 
leads  to  independent  buying. 

The    rise    in    individual    taste    is 

attributed  to  higher  education,  high- 
er discretionary  purchasing  power, 

more  leisure  time. 

Weiss  believes  the  cultural  trend 
is  in  its  infant  stages  now  hut  will 
w  into  lust\  maturity  with  extra 
ordinary  rapidity.  Evidence  of  the 
rise  of  individualism  is  provided 
through  examples  in  fields  ot  cars, 
department  stores,  paintings,  fash- 
ion, hooks,  music,  and  food. 

The   impending  change   in   our 

Society    will    usher    in   a    marketing 


era  i >i  think  small,'  sa\ s  the  report, 
as  differentiated  from  the  hall  i  en 
tui\  policy  oi  think  national."  Not 
onlj  regional  distribution  but  a 
divei  sili(  ation  ol  produt  ts  should 
be  considered. 

\\  elss    uses    the    auto    llnlllstl  \     to 

illustrate  the  need  and  desire  foi 
greatei  selection.  For  the  past  50 
years  the  marketing  world  has  been 

re. lied  on  a  diet  ol  national  distrib- 
ution, nationally  sold  identical  mei 
chandise,  he  states.  The  Model  T 
Ford  epitomized  the  period.  Hut 
consider  ( Ihe>  rolet  in  1962,  (  he\  ro 
let  was  far  awa\  the  leading  seller. 
It  had  something  like  to  or  50 
m< 'dels  In  1963  Ford  followed  suit. 
Wider  choice  is  an  integral  part  "I 

individual  taste,  he  com  hides.  This 
could  mean  a  reiiaissam  e  ol  small 
business  turning  out  products  not 
geared  to  those  with  average  taste 
hut  geared  to  those  with  independ- 

I  ill   taste. 

Individual  taste  is  also  character- 
ized hv  small  store  and  department 


stole  decoi     \  quote  from  (  fartfi 

Stni,  \  ,  sums  up  the  stud)  s  find- 
ings     '   hams   inv  o|v  ed   m   f<  n  id 

v  k  e  have  been  quick  to  m<  et  the 

demand    fa     <|uahtv  Stril 

de<  in .  expanded  menus  and  addi 
tional  sen  U  es  have  he,  n  .i<\<\'  d 

I  )epai  tment    ston    dinin  \    an  u 
are   "sumptuous    in   the   extreme 

This   development    is    oi    majOl    uu 

|K  il  t.UU  e    hei  aUSe     it     Ielle(  ts    .ic  <  UI 

atel)  the  spread  of  better  taste 
among  lamer  segments  ol  the  pub- 
lic, the  stud)  ( ontends. 

\  major  point  stressed  in  th<   re 
port  is  that  there  has  been  an  aware 

lless    ol     the    llu  n  asm-    <  ultui.il    SO 

phistication  lor  several  years    but 

there  has  not   heen  an  e(|ilal   aw 
ness   o|    the   end   lesult     nameK    that 

implicit  in  the  social  i  hangi    is  an 

ultimate     expanding     demand     for 

merchandising    sen  i<  es    that    w  ill 

oiler    the     \lllel  K  all    lalilllv     V  arv  fog 

wav  s  in  which  to  express  its  individ- 
ual taste  prefer*  n 

II  marketing  changes  keep  pat  e 

vv  ith    the    soc  iologi<  al    c  halites    the 

following  will  happen,  aco  irding  to 


Compton  realigns  top  echelon 


Barton  A.  Cummings.  president 
of  Compton  Advertising  since 
1955  and  overseer  of  an  almost 
threefold  increase  in  billings  dur 
ing  that  period,  moves  up  to  chair- 
man of  the  board  and  chief  execu 
five  officer  of  the  agency.  Wilson 
A.  Shelton  replaces  Cummings  as 
president  and  Allen  F.  Flouton,  an 
executive  vice  president,  becomes 
vice  chairman  of  the  board. 
Included  in  the  major  reorganiza 
tion  is  the  election  of  John  A. 
Hise,  Jr.  and  Willard  J.  Heggen  to 
executive  v.p.'s  and  H.  Reginald 
Bankart  to  chairman  of  the  market 
ing  plans  board.  According  to  Cum 
mings,  Compton  will  move  other 
"talented  younger  people  into 
more  key  management  positions" 
within  the  next  few  weeks. 


Shelton 


SPONSOR    12    vk.i  si    |%3 


19 


SPONSOR  WEEK     Advertisers  and  Agencies 


L&M's  new  long  Lark 

In  L.A.  to  view  L&M's  new  Lark  cigarette  are  (1-r)  Al  Cagney,  L&M  di\i- 
sion  sales  manager,  Pasadena;  W.  H.  Bower,  president  of  Bower  Giebel 
Wholesale  Co.;  Inger  Stevens,  feminine  star  of  CBS  TV  program  "The 
Farmer's  Daughter";  and  E.  J.  Laechlin,  manager  of  the  wholesale  company 


the  findings  of  the  Weiss  study. 

•  Merchandise  lines  will  become 
still  longer  —  more  designs,  more 
colors,  more  price  lines. 

•  The  life  cycle  for  numbers  in 
the  line  will  shrink — changes  in  the 
line  will  be  made  more  rapidly. 

•  More  staples  will  lose  most 
of  their  traditional  staple  aspects — 
even  some  food  staples.  (Gourmet 
and  exotic  foods  are  part  of  the 
trend  toward  individual  expres- 
sion. ) 

•  Custom-made  lines  will  prolif- 
erate. This  is  already  in  evidence, 
the  study  adds. 

•  We  will  come  into  a  fraction- 
ated marketing  era. 

•  Dame  fashions  will  be  still 
further  tamed. 

Man  will  stop  thinking  of  his 
customers  exclusively  as  part  of 
some  massively  homogeneous  mar- 
ket," tlie  study  concludes,  "lie  will 
start  tliinking  of  them,  at  least  in 
some  measure,  as  numerous  small 
islands  ol  distinctiveness  which  re- 
quire their  own  unique  strategies 
in  product  policy,  promotion,  pric- 
ing, and  selling  techniques." 


Economist:  dynamic  growth 
in  world  markets  coming 

A  rapid  world-wide  expansion  of 
living  standards  will  bring  about  a 
dynamic  growth  in  world  markets 
in  the  next  decade,  according  to 
Arno  H.  Johnson,  v.p.  and  senior 
economist  of  J.  Walter  Thompson. 
Johnson  spoke  to  members  of  the 
International  Marketing  Institute 
recently  at  the  Harvard  Graduate 
School  of  Business  Administration 
in  Cambridge,  Mass. 

Using  charts  and  graphs  based  on 
extensive  study,  the  ad  agency  exec 
commented  that,  "there  has  been 
remarkable  growth  in  industrial 
production  in  many  free  nations  of 
the  world  in  the  eight  year  period. 
1953  through  1961.  These  examples 
range  Irom  a  doubling  of  total  in- 
dustrial production  in  Italy  and 
West  Germain-  to  a  20%  increase 
in  the  U.S.A. 

Regarding  the  United  States, 
Johnson  pointed  out  that  the  popu- 
lation increase  up  to  226  million  by 
1973  from  the  1962  level  of  about 
186  million,  can  contribute  a  little 
over  one-third  of  the  needed  ex- 
pansion   in    total    consumption    ex- 


penditures. The  remaining  two 
thirds,  he  said,  must  come  through 
improvement  fh  per  capita  living 
standards  and  habits.  Johnson  said 
that  to  sell  the  volume  of  goods  and 
services  necessary  to  support  an 
expected  $870  billion  level  produc- 
tion in  1971  could  well  require 
about  $28  billion  of  total  advertis- 
ing, or  about  double  the  present 
figure. 

Merchants  Association 
Plans  retail  workshop 

To  answer  what  it  feels  is  an 
acute  need  for  increased  knowledge 
of  the  techniques  and  opportunities 
for  improved  profitable  cooperation 
with  the  retail  industry,  the  Nation- 
al Retail  Merchants  Assn.  will  run 
the  first  annual  Retail  Orientation 
Workshop  for  Non-Retailers.  Invit- 
ed to  the  11-13  November  seminar 
will  be  manufacturer,  media,  and 
advertising  agency  marketing  ex- 
ecutives selling  all  retail  outlets  ex- 
cept food. 

NRMA  president  Harold  H.  Ben- 
nett outlined  the  specific  goals  of 
the  workshop  as  follows:  to  provide 
resources,  suppliers,  and  media 
people  with  a  new  insight  into  the 
world  of  retailing;  to  show  how  to 
tie  in  more  effectively  with  store 
advertising  and  sales  promotion;  to 
develop  better  methods  of  com- 
munication between  manufacturers, 
their  agencies,  and  retailing;  to  con- 
vey a  sense  of  the  new  directions 
and  exciting  prospects  in  the  vast 
field  of  retail  distribution;  and  to 
show  how  effective  programs  can 
be  developed  in  the  face  of  in- 
creased cost  and  competitive  pres- 
sures. 

Run  in  cooperation  with  Half 
Shockey  &  Associates,  retail  market- 
ing specialists,  the  workshop  will 
be  held  at  the  New  York  Hilton 
Hotel. 


Delimits  "delicate"  ads 

The  National  Assn.  of  Broadcast- 
ers has  adopted  a  policy  lor  tv  ad- 
vertising of  products  used  in  treat-  j 
ment  of  arthritis  and  rheumatism. 
Developed  by  the  Code  Authority 
in    cooperation    with    broadcasters' 


50 


SPONSOR    12    august   1D63 


Radio  best  to  sow  sales  among  farmers 


■  N  SOME  circles  radio  has  a  difficult  time  getting  in- 
'  eluded  in  ad  budgets  that  now  a  days  seem  reserved 
for  its  newest  of  kin— tv.  However,  there  is  one  circle 
that  revolves  around  radio,  and  it  is  growing  larger  every 
year— advertisers  who  want  to  reach  farmers.  Across  the 
country,  in  all  different  crop  belts,  radio  stations  are 
fulfilling  a  necessary  informational  service  for  the  farmer, 
and  providing  the  most  accurate  and  effective  vehicle 
for  manufacturers  of  farm  equipment,  seed,  fertilizer, 
etc.  to  advertise  their  goods  to  the  farm  market.  The 
radio  is  the  farmer's  constant  counselor.  He  depends  on 
it  for  weather,  community  news,  current  market  prices, 
and  companionship  when  he  is  out  in  the  fields.  The 
radio  is  not  a  luxury  to  the  farmer,  it  is  a  required  part  of 
his  daily  routine,  a  business  partner  in  the  operation  of 
his  farm.  In  Washington,  N.C.,  where  a  great  deal  of  the 
country's  tobacco  is  grown,  along  with  much  of  its  soy 
bean,  local  radio  station  WITN  plans  its  calendar  accord- 
ing to  the  farmer's  season.  Pamlico  Chemical,  distributor 
of  fertilizer  and  farm  equipment,  places  95%  of  its  ad- 
vertising budget  on  WITN,  and  the  remaining  5%  in 
newspapers.  Howard  Cowell,  advertising-promo  director 
of  the  firm,  figures  that  at  least  99%  of  its  customers 
are  farmers,  and  therefore  wants  a  medium  that  will 
reach  this  market.  Convinced  that  radio  is  the  answer  to 
his  advertising  needs,  Cowell  concentrates  on  the  com- 
mercial content  and  frequency  of  exposure.  Knowing 
farmers  listen  to  the  radio  so  regularly,  Pamlico  makes 
a  practice  of  always  changing  announcers  and  approach 


to  catch  the  listeners'  attention.  Because  of  its  brand 
name  fertilizer,  Bonanza,  Pamlico  has  adapted  the  theme 
song  from  the  tv  show  of  that  name  into  all  spots  and 
feels  this  has  added  to  its  identity  with  the  farmers. 
Says  Cowell,  "Radio  is  the  best  means  of  educating  the 
farmer  to  our  product.  When  the  farmer  comes  into  town, 
we  want  him  to  have  already  decided  to  ask  for  a  Pam 
lico  brand  and  WITN  is  doing  the  job."  Talley  Brothers, 
a  farm  supply  store  and  soft  water  business,  carries  spot 
saturations  on  WITN,  because  co  owner  Tom  Talley  feels 
farmers  listen  to  radio  all  day,  either  in  their  cars  or 
trucks.  Talley's  ad  schedule  is  geared  to  the  farm  econ 
omy,  with  heavy  concentration  in  January,  February, 
and  March,  slackening  off  in  April,  and  building  up  to 
harvest  time  in  October,  their  peak  month.  In  the  past 
15  years  Talley  feels  radio  has  been  far  more  successful 
in  reaching  the  farmer  than  newspapers,  pointing  to  a 
10%  sales  gain  which  corresponded  exactly  with  his 
recent  increase  in  radio  advertising.  Farm  suppliers  are 
not  the  only  advertisers  who  realize  the  effectiveness 
of  radio  in  reaching  the  farm  market.  For  instance, 
Wachovia  Bank,  largest  in  North  Carolina,  advertises 
farm  loans  and  special  banking  services  via  WITN,  as 
does  the  Bank  of  Washington  and  several  others.  Auto- 
mobile and  truck  dealers  also  approach  the  farm  market 
through  radio.  The  best  summation  of  radio's  success 
with  the  farm  market  was  made  by  Crawford  Little, 
manager  of  Anderson  Milling,  a  Purina  dealer,  when  he 
said:  "Farmers  just  do  more  listening  than  reading." 


At  left,  Beaufort,  N.C.,  tobacco  farmer  tennis  Crisp  listens  t"  sales  pitch  from  Bill  Talley,  Im 

beard  Ins  \\  1 1  \  -pots    At  right,  Crisp  (with  i  ipj   shows  <<lf  In-  health)  crop  I  WITN 

station  sales  manager  Bob  Frowefn,  and  Talley,  .itt.r  having  purchased  fertilize!  irious  other  mj  land 


SPONSOR    r_"    vi,,,  si     I 


M 


SPONSOR-WEEK 


Advertisers  and  Agencies 


and  advertising  agencies,  and  en- 
dorsed by  the  Arthritis  and  Rheum- 
atism Foundation,  the  "guidelines" 
are  expected  to  promote  more  re- 
sponsible tv  advertising  in  a  deli- 
cate field.  NAB  Code  Authority  di- 
rector Robert  Swezey  said  the 
guidelines  would  be  "helpful  in 
achieving  more  effective  self-regu- 
lation." 

Heinz  pickle  promo 
tickles  tv  pink 

H.  J.  Heinz  (Maxon)  has  plotted 
a  fall  campaign  for  its  ketchup  that 
includes  the  heaviest  nighttime  tele- 
\  ision  schedules  in  its  history.  One- 
minute  spots  have  been  scheduled 
during  September  and  October  on 
11  ABC  TV  evening  programs. 

Theme  of  the  campaign,  featur- 
ing the  Heinz  ketchup  bottle  set  in 
a  background  of  pedigreed  toma- 
toes, is  "It's  Red  Magic  Time."  In 
addition  to  the  tv  drive,  Heinz  will 
use  30-sheet  billboards  in  all  major 
markets  from  26  August  through  25 
September  and  plans  also  to  use 
magazines. 

APPOINTMENTS:  Houston  Fear- 
less Corp.  to  Curtis  Winters  Co., 


Los  Angeles  .  .  .  Murray-Allen  Im- 
ports to  Bauer-Tripp-Foley,  Phila- 
delphia, for  its  Regal  Crown  Sour 
Fruit  Candies  .  .  .  Badger  North- 
land, Inc.  to  E.  H.  Brown  Advertis- 
ing Agency,  Chicago  .  .  .  The  Rear- 
don  Company  to  Karl  McKenzie  & 
Associate's  .  .  .  Arnold  Palmer  Put- 
ting Courses  to  Elkman  Advertising 
.  .  .  The  Cinevision  Corp.  of  Amer- 
ica, subsidiary  of  Estey  Electronics, 
to  Kameny  Associates  .  .  .  Bucks 
County  Historical-Tourist  Commis- 
sion to  Maxwell  Associates  .  .  .  El- 
liott Business  Machines  to  Reach, 
McClinton  &  Humphreys,  Boston 
.  .  .  American  Bakeries  to  J.  Walter 
Thompson  for  all  divisions,  effective 
1  January. 

"FLITE  FACTS"  FLY  HIGH:  East- 
ern Air  Lines  has  expanded  its  Flite 
Facts  radio  campaign  to  a  24-hour 
schedule  in  eight  of  the  ten  cities 
where  they  are  broadcast,  and  in 
one  additional  city,  Charlotte 
(WBT),  effective  1  September.  The 
hourly  broadcasts  had  been  aired 
from  6  a.m.  to  midnight.  Through 
the  service,  Eastern  advises  of  de- 
lays and  existing  and  anticipated 
weather  so  that  air  travelers  may 
adjust  their  plans  accordingly.  The 


"Grease  Monkeys"  become  broadcast  reporters 

Ever}  Esso  service  station  attendant  in  the  Ark-La-1Y\  area  has  been  invited 
by  KTAL-TV,  Shreveport,  to  become  one  ol  its  reporters,  in  conjunction  with 
station's  acquisition  of  "Esso  Reporter"  news.  Each  attendant  received  a  eard 
naming  him  an  "Honorary  Esso  Reporter,"  eligible  for  a  fee  for  each 
storj    phoned    to    KTAL    which    is    subsequendy   broadcast    1>>    the    station 


expansion  was  partially  dictated  by 
the  results  of,  a  recent  survey  of 
400,000  air  travellers.  More  than 
10%  of  those  surveyed  filled  out 
questionnaires  and  78r;  of  those  re- 
plying said  they  listened  to  Flite 
Facts  —  22%  regularly,  56%  occa- 
sionally, and  only  22'-  reported  no 
weed  of  the  radio  reports. 

JOHNSON  POLISHES  PAVILION 
PLANS:  Among  more  than  40  in- 
dustrial exhibitors  at  the  1964-65 
New  York  World's  Fair,  including 
some  of  the  nation's  business  giants, 
Johnson's  Wax  will  be  the  only 
manufacturer  of  household  prod- 
ucts constructing  its  own  pavilion! 
"It's  a  WOrld's  Fair,"  said  president 
Howard  M.  Packard,  "and  we  have 
become  a  world-wide  company.  We 
consider  the  Fair  as  a  means  of  es- 
tablishing a  closer  relationship  with 
customers  and  friends  throughout 
the  world."  In  June,  1964,  Johnson 
will  hold  an  international  confer- 
ence of  all  its  companies.  In  New 
York,  the  confab  will  be  closely  in- 
tegrated with  Fair  activity. 

RESIGNATIONS:  Ted  Gotthelf  As- 
sociates resigned  the  Milpath  and 

Lora  products  of  Wallace  Labora- 
tories, effective  31  October  .  .  . 
Geyer,  Morey,  Ballard  and  Badger 
Northland  splitting  because  of  ris- 
ing product  conflicts. 

EXPANDING:  Zenith  Sales  Corp. 

entered  the  antenna  business  with 
a  full  line  of  vhf  and  uhf  tv,  fm  and 
stereo  fm  antennas,  including  hard- 
ware and  accessories,  for  outdoor 
and  indoor  use.  The  Cold  Seal  line 
will  be  marketed  by  the  compam's 
parts  and  accessories  division  .  .  . 
PR  Communications,  with  offices  at 
I  It  Madison  Avenue,  has  been  or- 
ganized  as  the  public  relations  divi- 
sion for  Hazard  Advertising,  \<\\ 
York  .  .  .  Prestolite  International 
Pty..  Ltd..  Sydney  lias  been  formed 

AROUND  COMMERCIALS:  Hsin 
Ch'en,  formerl)  at  Sutherland  Asso- 
ciates, is  now  with  Sarra,  Inc.  \  na- 
tive of  China,  Ch'en  relates  much  of 

his  Oriental  philosophy  and  waj  <>f 
lite  to  film  editing.  "I  consider  edit- 
ing a  film  somewhat  like  preparing 


• 


SPONSOR    12  aigusi    196: 


Borden  pours  dollars  into  webs  for  new  chocolate  drink 

Appealing  ti>  tin  picnic,  camping,  lunch  box  market,  Borden  has  come  up  with 
.1  refrigerated,  ready-to-drink  version  "I  it v  instant  Dub  K  Chocolati    I  la 
Mix,  also  made  from  imported  Dutch  chocolati    Successful  tests  have  been  run 

in  three  in.irki  ts  and  now  the  item  is  beaded  for  national  distribul via    i 

television  introduction  sparked  l>\  .1  campaign  which  \mII  include  t on  1 1 ir< « • 

networks,  Dunk  is  pai  ked  in  9K-oz   1  ms  and  will  retail  two  l"i  29  01    >l  <  1  nts 


■  Chinese  meal,    he  says.  "You  take 

■  1 1 . t t  1  >  ingredu  tits,  put  them  together 
ami  see  what  comes  out."  .  ,  Inter- 
continental Broadcast  Media  has 
peen  commissioned  to  produce  a 
situs  o|  singing  commercials  for 
( 'k\\\  Vancouver,  B.  C,  to  be 
nsi'il  hi  a  new  ad  campaign  For  the 
British  ( lolumbia  Telephone  ('<>.... 
Bobert  II.  iOaeger  &  Associates 
formed  Commercial  Films  Distribu- 
tins.  l(  subsidiary  specializing  in 
print  procurement  and  distribution. 
\\  ith  offices  at  15  V\  15th  St.  in 
N  «  York,  the  new  office  is  under 

1  helm  lit  Robert  B.  Pell,  vice  presi- 
dent and  general  manager. 

FINANCIAL    REPORTS:   Sterling 

Drug  net  profit  for  the  six  months 

ended   10  |une  was  $11,668,000  or 

■nts  per  common  share,  vs.  $11,- 

171,000  or  17  nuts  a  share  h>r  the 

responding  period  oi  L962.  ( !on- 

lated  salrs  for  the  period  were 

I      1,306,000,  compared  with  $117,- 

S   5,000  in  1962  .  .  .  United  states 

Borax  &  Chemical  reported  net  in- 

le    after    taxes    for    the    nine 
months  ended  30  June  ol  $5,084. 

M.ll  per  share  \  s  $5,3  17,218  or 
11.17  for  the  comparable  period  in 
ll*i-!  Sales  tor  the  nine  month  pe- 
riod were  $60,882,241  against  $54,- 
902,075  a  year  a^o. 
M()\  ING:  Frank  B.  Parrish  to  ad- 


vertising manager  oi  Gates  Radio, 
subsidiar)  ol  Harris-Intertype Corp. 
|.  Bruce  Swigert  to  United  States 
manager  <>l  the  International  divi- 
sjuti  ol  ( Gardner  \d\ ertising. 
Gloria  K.   Bosait  to  Lawrence  ( 
( lumbinner  as  cop)  w titer. 
Robert  1".  (dps  to  t\  produce!  in  the 
I  ,os  Vngeles  office  ol  Guild,  Bascom 
&  Bonfigli. 

Boh  Wade  to  Donahue  &  Coe  "I 
I  .os  Vngeles  as  vice  president  and 
account  supen  isor. 
lxthur  Winston  left  I lunt  Foods  & 
Industries  alter  2d  years  as  execu- 
tive vice  president  anil  director  to 
form  Winston-Maximus  Organiza- 
tion with  John  \la\iinus  ol  New 
York,  The  new  firm  will  have  offi- 
ces at  9441  Wikhire  Blvd.  and  30 
Rockefeller  Plaza  West.  Beverly 
Hills  and  \(\v  York,  specializing  in 
diversification  and  acquisition  prob- 
li  ms  in  printing  and  publishing  . 

Norman   Danoll   resigned  alter  foUJ 

years  as  president  oi  Galax)   Vdv<  1 

tising  ol  1  os   Vngeles 

Jane  Arden  promoted  to  media  ih 

ni  tor  and  Marion  \  ihnurc  to  media 

buyer  ol  I  lal  Stebbins,  Inc. 

HuiiiK    P.    Briggs   to   the    Beverl) 
llilK  office  ol  Rosenbloom   I. has  .is 

vice   president   and   western   branch 

manager,    succeeding    Sydney     M. 

(  ohen    w  ho    rei  end)     moved    to 

Smock,  Dehnain  i\  W  .11  hh  11 


Geoi  ge  (    w  hippie   h 

.III         ll< 

How  l.s    .h\  ision     <  ••  neral    P  iblfc 

I;.  I  ttions    Hi      been  a  vio    pi 

dent  oi  the  <h\  ision  and  « ontii 

.is  din  publk    relation 

BcrB 

w  illi.mi   l.o  Boyk 

nil  sales  in. m  tj.  1   foi   tl 
.1    and  I  redei  h  k  I     Kuhm 

new    post    ol    disti  n  t    sail 

fi  i]  \h  tropi 'ht. hi  Ni  '  Pilot 

1    irp 
(   itheiiiie  di  Montezemok),  I     hion 

editor  ol   th'     I   .idles     I  lome    |iiiim.il. 

1. 1  \  K  1  presidi  nl  m<l  1  reath e  du 

,|    [ohnstom      I  •.omen  s 

terest  subsidi  Interpublic 

I  ogan  \l.  Sellers  I  •  art  du 
(  linton  1     l  1   nk. 

llohi  it     R    Owen    to    south    1  1  n'i  .1 

ii  m.il  managei  foi   Vmp     <  orp 
headquartered  in  I )  alias 
Richard    I     (  arls   to  assistanl 
i  1  unit    1  \.  1  nti\e    on   t  te-P  ihn- 

oliv<  I  cv  Fini 

(  atherine  Jackson  to  du 

scan  h    and    media    at    I'r i<  1  ic  1  - li ■ 

I  \n  (.toss,  media  dini  tor  trans- 
ferred    I"  '"1     "sill      I   1   tin  1st  0     h' 

quarters  ol  Guild,  Bascom  81  Bon- 
figli to  the  agent  y's  Seattle  offi<  e 
David  H.  (  barney,  art  director  at 
Robert    V  Be<  ker   tgenc)    el 

\  ice  president. 

Edward    J.    Martin    to    man. m.i    oi 

Fuller  &  Smith  &  Ross,  Ft.  Worth. 

Hon  T.  Smith,  president  and  Ott 

the  founders  <>l  Smith  &  Doriai 

Martin   R.   Mitt, n  Co     IS  vice  pit 

dent. 

lames  R.  Pendrj  to  managi 
Bee  copier  sales  foi  Xen  >x. 

Joseph  |.  Duome  1  l<  1  ted  \  ice  1  ■ 
ident    ol     Ubert    Frank-Guenthei 

Law. 

Werner   Michel   to  SSt  fcB  as 

president  and  d  lio- 

t\    department. 

(  huh  s    w  .    Reinhari    I  unt 

I  nine  with  the  \.u    "lork  of] 

ol  (  Inn,!     6)  '     irns 

Paul  Blustain  tothi         itfve  t\  : 

dm  tion    unit,     I  <>in    1  Hint    '  itfii 

manager,  and  Evan  Mark  •  py- 
writer.    all    at    Full  5    litll    & 

Ross 

lames     \le\ander    I  up 

supervisor  with  primary  responsi- 
bilities on  Eastern  \ir  Lines  at 
Fletcher   Huh. mis.  Calkins  \-    ||o|- 


SPONSOR    12    vi  (.1  si    I 


SPONSOR  WEEK     Networks 


Will  NBC  take  the  editorial  plunge? 


There  is  something  new  under 
the  sun,  broadcasters  are  learning, 
despite  the  fact  that  the  industry 
has  forgotten  most  of  its  growing 
pains  and  problems.  A  new  era  of 
electronic  journalism  is  upon  us 
and  industry  and  government  alike 
are  attempting  to  delineate  the 
brave  new  world  of  broadcast  edi- 
torializing. The  "ifs"  and  "hows" 
are  especially  complicated  for  net- 
works, which  must  provide  enter- 
tainment and  information  programs 
suitable  to  every  community  in  the 
country.  For  this  reason,  neither 
ABC  nor  NBC  has  thus  far  ven- 
tured into  the  editorializing  arena 
and  CBS,  Inc.  has  aired  only  four 
corporate  editorials  since  1954. 
Both  CBS  and  ABC  sanction  edito- 
rials by  their  owned  stations,  how- 
ever, with  NBC  the  lone  hold-out 
in  this  area. 

When  all  the  networks  recently 
obliged  the  House  Subcommittee 
on  Communications  and  Power 
with  statements  on  their  positions 
in  this  matter,  there  were  hints  that 
NBC  might  be  contemplating  a 
change,  at  least  regarding  its  o&o's. 
The  statement  said  that  it  had  re- 
frained "not  because  of  any  reserva- 
tion as  to  the  propriety  of  the  prin- 
ciple of  editorializing  by  licensees, 
which  NBC  strongly  supports,  but 
because  it  believes  that  it  is  already 
providing  a  responsible  service  in 
informing  the  public  through  news, 
interview,  and  discussion  programs 
on  issues  ol  international,  national, 
.ind  local  importance,  and  is  not 
convinced  dial  the  presentation  of 
editorials  would  add  significantly  to 
tli. it  M'i  \  ice."  It  went  ou  to  say  that 
before  taking  the  plunge,  NBC 
wauls  in  further  analyze,  appraise 

and  assess  methods,  techniques,  ex- 
perience ol    others,   and   restrictions 

placed  on  editorializing  to  "arrive 

.it  a  conclusion  as  to  whether  the 
presentation     ol     editorials     In     its 

licensed  stations  would  add  signi- 
li<  antlj  to  the  value  of  their  serv- 
ice." It  would  be  keeping  the 
matter    under  study." 


The  latest  word  from  NBC  on  the 
subject  is  in  the  form  of  a  memo- 
randum to  department  heads  from 
president  Robert  E.  Kintncr.  Al- 
though the  official  network  stand 
on  editorializing  is  still  negative, 
Kintner  calls  for  above-reproach 
treatment  of  controversial  material 
in  order  to  keep  the  government 
finger  out  of  the  editorializing  pie. 
Defining  editorializing  as  "advoc- 
acy and  argument — taking  a  posi- 
tion on  what  should  be  done," 
Kintner  discussed  NBC's  policy  of 
analyzing  the  background  and 
meaning  of  events  and  issues.  In 
covering  controversial  issues,  he  re- 
minded, the  basic  standard  is  one 
of  fairness  and  balance,  avoiding  a 
one-sided  or  incomplete  picture. 
And  in  the  case  of  an  interview  pro- 
gram, which  presents  only  one  side 
of  an  issue,   balance   must  be  in- 


sured by  pfesenting  opposing 
spokesman  "over  a  reasonable 
period  of  time. 

"We  have  serious  concern  in 
principle  with  governmental  inter- 
vention, under  a  fairness  doctrine,' 
in  news  reporting,  analysis,  and  in- 
terpretation which  cover  contro- 
versial issues  and  represent  an  exer- 
cise of  broadcast  journalism,"  Kint- 
ner stated.  "We  can  safeguard  our 
programing  in  this  field  from  such 
intervention  by  continual  adher- 
ence, in  letter  and  spirit,  to  the 
long-established  NBC  policies  out- 
lined above." 

Whitman  samples  net  radio 

In  what  it  terms  a  "complete 
changeover"  in  advertising  concept, 
Whitman  Chocolates  (N.  W.  Ayer) 
has  swung  the  bulk  of  its  increased 
ad  budget  over  to  ABC  Radio  with 
a  52-week  schedule  of  drive-time 
newscasts  and  weekend  sports.  It's 
the  first  network  radio  ride  for  the 
long-established  Whitman  Sampler. 


Femmes  fashion  new  sales  for  ABC  Worldvision 

Costumes  of  many  countries  in  which  UBC  Worldvision  operates  uriced  a 
presentation  of  "ABC  Worldvision  —  Passport  to  the  Future"  in  Buenos 
Aires.    The   hour-long    show,    consisting    of   li\i     action,    slides,    and    film,    was 

viewed  1>>  an  audience  of  50(1  representing  advertising,  industry,  and  govern- 
ment, in  die  Uveai  Palace  Hotel,  and  some  $60,000  worth  of  new  local  busi- 
ness  poured   into   the   Argentine   capital's   network   division    the   following  day 


54 


SPONSOR    12  august  1963 


Another  departure  Involves  the 
nature  ol  the  buy.  Until  now   the 
,  ompan)   has  con<  entrated  Ita  ad 
vertising  almost  exclusive!)  during 
the    hobdaj    seasons.    During    the 
p.ist  two  years  ^  hitman  and  tyei 
have  done  three  studies  and  con 
eluded  thai  more  Samplers  could  be 
sold  with  a  veai  -round  campaign 
\    ording    to    Price    Heppe,    ad 
managei    ol    the   candj    company, 
this  is  the  biggest  budget  in  W  hil 
man  histor)    More  than  hall  is  now 
with   VBC  Radio  and  the  resl  split 
between  spot  radio  and  h 

Xerox  zeros  in  on  network 
race-relations  probe 

It  ,i  glan<  e  .K  upcoming  tv  news 
specials  indicates  a  heightened  in- 
t,  rested  on  the  pari  ol  the  net- 
works in  race  relations,  il  seems 
thai  Xerox  (  orp.  is  no  less  inter- 
ested. Via  Papert,  Koenig,  Lois,  the 
compam  has  alreadj  committed  it- 
■elf  for  two  hour-long  documen- 
taries mi  integration  and  ma)  be 
eyeing  more. 

Corning  up  Brsi  is  an  NBC  I  \ 
appraisal  of  the  situation  in  the 
nation's  capital  called  The  Wash- 
ington \egro,  scheduled  for  -(i 
S  tember  I  10-11  p.m.  I,  with  Chet 
Huntle)  reporting.  On  28  October, 
ix  will  be  sponsoring  /><  hind  A 
l  Hdeniial  Commitment  on  UJC 
I  \  the  ston  "l  the  June  integra- 
tion crisis  al  the  Universit)  "I 
aJabama  0  p.m 

KNOE  Joins  CBS  Radio 
K\<)|      Monroe,    Louisiana   1ms 

joined  the  CBS  Radio  Network,  fol- 
lowing nearlj  ten  years  .is  an  inde- 
pendent station.  Oov  James  \  N 
Sr.,  said  the  station  will  lima  a  full 
line  ol  (  IBS  programs,  including 
news  and  personality  show  s. 

Gov.  Noe  noted  growing  impor- 
tano  "I  international  news.  "With 
tlie  number  o(  sensitive  political 
situations  around  the  world  which 
atleet  the  lives  of  everyone,  we  be- 
lieve we  must  have  more  coverage 
0D  national  and  international  news 
developments  it  the  needs  of  the 
public  are  to  be  served." 

Goa  Noe  owns  KNOE  radio  and 
tv.  and  \\  NOE,  New  Orleans.  The 
latter  was  affiliated  with  NBC  until 
1953  when  it  went   independent. 


TELL 
'EM 
HOW  .  .  . 

Roanoke   is  Virginias 
N0.1   TV  Market  with 
327,100  tv  homes* 

about  our   proven 
sales  ability  with 
more   than  10  years 
experience 

to  call  Katz 
for  avails 

.1 

em  .  .  . 


3jC      Television  Magazine 


MS-TV  10  ^RIMMKE.M. 


"THERE  IS  NO  SUBSTITUTE  FOR  INTEGRITY" 


SPONSOR    [2    viol st  1963 


55 


SPONSOR  WEEK     Stations  and  Syndication 


Advertising's  biggest  by-product— 
35  million  jobs:  Quarton 


Often  the  target  of  not-so-gentle 
barbs,  advertising  is  the  key  to  the 
solution  of  what  many  think  this 
country's  number  one  problem.  As 
U.S.  News  6  World  Report  recently 
predicted,  the  60s  will  demand  the 
creation  of  some  35  million  new 
jobs,  many  for  the  displaced  persons 
of  automation.  According  to  Wil- 
liam B.  Quarton,  president  of  Amer- 
ican Broadcasting  Stations,  our  eco- 
nomic vitality  is  "directly  linked  to 
the  creation  and  distribution  of  new 
products."  This,  he  says,  is  the  only 
process  in  a  free  competitive  society, 
outside  of  war,  which  can  result  in 
jobs. 

Quarton,  who  is  also  chairman  of 
the  NAB  Joint  Board,  concedes  that 
this  could  be  dismissed  as  a  self- 
sen  in-j;  theory  it  it  were  not  so  well 
supported  by  recent  economic  his- 
tory. A  look  at  the  last  decade 
(1950-61)    suggests   that  American 


businessmen  are  overwhelmingly 
convinced  that  advertising  is  essen- 
tial to  the  flow  of  commerce,  he 
asserts.  "This  is  borne  out  by  their 
expenditures  for  advertising.  Mea- 
sured against  any  index,  the  growth 
rate  of  advertising  out-paces  the 
growth  rate  of  the  national  econ- 
omy. Quarton  cites  these  figures: 
Between  '50  and  '61,  the  index  of 
industrial  production  increased  by 
more  than  45%;  the  national  in- 
come rose  77.7%;  the  gross  national 
product  rose  82.8%;  while  the  gross 
national  advertising  dollar  skyrock- 
eted by  a  whopping  126.7%. 

Few  industries,  even  among  the 
new  ones,  have  grown  as  rapidly  as 
advertising  in  the  last  few  years. 
During  this  period  of  enormous 
growth,  television  advertising  regis- 
tered the  largest  gain,  reminds 
Quarton.  And  broadcast  advertising 
in   general,   because   of  the  confi- 


OUR  TRUCKS 

STILL  RUN 

199  FORD* 

r        1 


<=*! 


nm 


zz*    jeOW^* 


WTAX  dj's  put  muscle  into  old-fashioned  bargain  days 

Radio  was  primary  medium  for  second  time  in  annual  Old- Fashioned  Bargain 
i).i>s  held  l>y  Springfield,  111.,  downtown  merchants,  with  1963  sales  even 
Surpassing  'e)2's  record  high.  All  tlirec  local   stations  cooperated,  with  WTAX 

usinu  an  old  truck  and  dressing  staffers  in  old  bathing  suits  to  aid  sales 


dence  of  business  in  its  ability  to 
establish  new  products,  plays  a 
particularly  vital  role  in  the  econ- 
omy. The  fact  that  between  1950 
and  '61,  total  sales  to  consumers 
grew  from  $195  billion  to  $339  bil- 
lion and  that  during  the  same  period 
the  number  of  television  homes  in 
the  country  grew  from  less  than 
four  million  to  more  than  47  million, 
"might  be  blinked  away  as  coin- 
cidental by  die-hard  print  people," 
said  Quarton,  "but  that  is  like  ig- 
noring the  relationship  between 
sunshine  and  plant  growth." 
Advertising  "major  force" 
Quarton's  answer  to  advertising's 
critics  is  clearly  that  "broadcasting, 
through  its  advertising  function, 
contributes  materially  to  our  econ- 
omic well  being  and  that  advertis- 
ing, by  stimulating  the  demand  for 
new  products  and  accelerating  their 
distribution,  can  be  accurately 
called  the  prime  mover  in  the  Amer- 
ican market  place  and  therefore  the 
major  generative  force  in  creating 
much-needed  new  jobs." 

Metromedia  joins  TvB; 
RAB  Assoc,  memberships 

The  industry's  radio  and  tv  sell- 
ing bureaus,  in  announcements 
today,  reported  significant  member- 
ship developments.  TvB  announced 
joining  of  Metromedia,  while  RAB 
reported  it  was  opening  its  rolls  to 
associate  memberships. 

Metromedia  has  seven  tv  stations 
(WNEW-TV,  New  York;  WTTG, 
Washington;  KTTV,  Los  Angeles; 
fCMBC,  Kansas  City;  KOYR.  Stock- 
ton; YVTVP,  Decatur,  and  YYTVH, 
Peoria),  all  of  which  become  mem- 
bers. Action  follows  recent  joining 
of  RAB  by  Metromedia. 

Financial  aid  is  aim 

Opening  of  Radio  Advertising 
Bureau  to  associate  members  is 
aimed  at  getting  additional  finan- 
cial support  for  RAB's  new  research 
methodology  study.  Stations,  net- 
works, and  station  reps  have  been 
eligible,  but  way  is  now  open  to 
suppliers  of  goods  and  service  s  t. 
join  the  bureau.  Membership  would 
provide  all  promotional  material, 
though  not  voting  rights. 


'. 


SPONSOR    12  august  1963 


TTC's  empire  scatters 

The  three  separate  deals  made  bv 
Trans*  ontinenl  I  <  K\  ision  <  !orp  to 
dispose  nl  .ill  hut  its  ( Cleveland  radio 
propei  ties  brought  the  highesl  pi  i<  e 
in  station  s.ilcs  hist •  >i \  The  s  18 
,5(X),(H)o  ti.ins.u  tion  1 1 1 v  oh es  three 
purchasers  and  contract  signings  In 
three  cities. 

Here    is    the    breakdown:    Taft 
Broadcasting  Co.,  ( !in<  innati,  w  ill 
acquire    WGF       Wl  FM    &     W 
Hull. .In.   WDA1        Wl  FM   &    l\ 
Kansas  City;  and  M  NEP  T\   Scran 
ton-Wilkes-Barre.   Midwest  Televi- 
sion, Champaign,  III.,  will  acquire 
KFMB     VM-FM&  TV  I, San  Diego. 
Time,  Inc.,  New  York   will  acquire 
kl  RO  TV,  nlii  i..  Bakersfield.    Ml 
tales  are  subje<  t  to  It'    approval 
and  favorable  rulings  from  the  In- 
ternal \\<\  enue  Sen  ice. 

Incorporated  in  L956,  Transcon- 
tiiitnt  Television  went  public  two 
years  ago  when  three  large  share- 
holders sold  100,000  CK.ss  |!  com- 
mon shares.  Net  income  in  1962  was 
$1,620,583,  .in  increase  ol  229?  over 
1961.  It  is  expected  that,  upon  liqui- 
dation, Transcontinent's  stockhold- 
ers will  receive  approximately  $21.- 
20  per  share  in  cash,  and  will  retain 
their  interest  in  \\  DOK  (AM  & 
FM).  Cleveland.  The  Cleveland 
properties  have  been  valued  at  ap- 
proximate!) so  (  ents  per  share. 

The  only  price  breakdown  avail- 
able is  the  Time  bin  w  Inch  brought 
in$1.565.(XX>.  kERO-TV  will  be  the 
first  uht   lor  Time. 

Philip  L.  Graham 

Funeral     services    were    held     in 

Washington  Tuesday,  6  Vugusl  tor 

Philip  L.  Graham,  president  of  the 

Washington    Tost    Co.    Services   at 

kVashim^ton    Cathedral    were    at- 

ended  b\    President  Kennedy  and 

nam     other    government    officials. 

riAB  president   LeRoy    Collins  said 

lis  death  "leaves  a  real  void  in  the 

vhole    communications     industry. 

lis  devotion  to  truth  and  integrity, 

nd     his     courageous     leadership, 

••ere  an  inspiration  deeply    felt   far 

nd  near."  Among  other  properties, 

Washington     Post     owns     WTOP 

adio    and     tv.     Washington,     and 

VjXT,  Jacksonville. 


Will  zany  Oilier  draw  dollars  for  station? 

Believe  it  <>r  not,  then  vv.is  do  [ntemiptioii  In   service  wht  lieone 

Phyllis  Diller  took  to  the  masta  .  ontrol  d  W  HUM  I  like  li 

In  the  Wind)  Qt)  foi  appearances  it  the  Drurj  Lani    w  u  k>  Phylli 

25  dill.  r.  ut   10-sec  spots  i"i  w  BBM,  .ill  ad-libb*  <\  and  d<  rigni  >1  to  <  -ill 

t i 1 1 1 1  to  various  programing  features,  initial  reaction  to  the 

has  been  so  good  that  the  station  plans  to  continue  1 1 • « -  practice  using  other 

prominent  personalities  from  the  entertainment  world  fur  the-  tame  purpose 


Danish  Counsels  Class 
on  FCC's  Unkind  Cutting 

"lake  Caesar's  Wife,  the  broad- 
caster  must    be   above   suspicion," 

Counselled  Roy  Danish,  director  ol- 
die Television  Office  of  Informa- 
tion, to  the  graduating  class 
of  Syracuse  University  Radio-1  \ 
(  Vnter. 

In  stressing  the  broadcaster's  ob- 
ligation tO  "conduct  his  affairs  m 
such   a   wav    that    there   can    be   no 

question  about  his  integrity," 
Danish  pointed  to  the  government's 


failure  to  comply  w  ith  it^  part  i  A 
the    bargain.    "After    awarding    a 

broadcast  license-  the  government 
seems  to  viv  'we  don't  really  trust 
v  mi — or  our  own  judgment  So 
we'll  just  have  t"  k(  ep  a  <  areful 
on  you.'"  Danish  suggests  that  if 
existing  criteria  t"i  the  granting  ol 
licenses  are  inadequate,  they  should 

lie   ICV  ised.    "Hut    o||(  e   the    he  (lis.     is 

awarded."  he  said,  the  bleach  aster 
should  not  have  to  spend  his  re- 
sources trying  to  prove  thai  he 
doesn't  beat  his  w  ife  as  much  as  he 

used    tO 


ATA 


Sells  to  U  Million  Latin 
consumers  in  the  San  Diego  Tijuana 
metro  area,  with  100  %  Spanish 
programming  all  day,  every  day! 

Virtual  geographic  severance  has 

created  the  "free  port"  of  Tijuana 

where  large,  efficient  and  modern 

Supermarkets  feature  huge  stocks 

of    U.S.    brandname    products! 

Suburban    San    Diego:    CHULA    VISTA,    NATIONAL    CITY,    SAN 

YSIDRO,    and   others   are    dominantly    Spanish-speaking! 

AFFILIATED  WITH  THE 


I'uilV 


INVESTIGATE    this 
"sleeper  market:" 

N    NEW   YORK    CALL 

212    YU    6-9717 


"Kit/ 


'ONSOR    12    v.,.i  sr  1963 


57 


Increase  Phila.  sample 
WFIL  urges  ARB 

Philadelphia  Triangle  Stations 
arc  asking  American  Research  Bu- 
reau to  increase  the  size  of  sample 
and  decrease  number  of  reports  is- 
sued in  their  market.  WFIL  tv  and 
radio,  which  earlier  this  year  an- 
nounced cancellation  of  Nielsen 
services,  subscribe  to  ARB  for  tv 
data. 

Research  director  John  Wade 
wants  the  ARB  reports  four  times  a 
year,  instead  of  ten,  and  a  sample 
for  each  survey  of  2,400  rather  than 
490.  WFIL  says  it's  not  seeking  re- 
duction in  revenue  to  ARB. 

Objectives  of  change  would. 
Wade  said,  provide  greater  stabil- 
ity and  validity  to  data,  would  ap- 
proximate stations'  own  standards, 
and  will  be  within  the  capabilities 
of  broadcaster  and  ARB. 

ARB  spokesman  noted  the  '63-64 
reports  cannot  be  changed,  but  that 
consideration  would  be  given  for 
'64-65.  The  proposal  has  merit,  it 
was  added,  but  would  cost  more 
since  slack  periods  would  arise  be- 
tween reports. 

McGannon  heads  board 

Donald  H.  McGannon  has  been 
elected  chairman  of  the  board  of 
directors  of  Westinghouse  Broad- 
casting in  addition  to  being  presi- 
dent and  chief  executive  officer.  He 
succeeds  E.  V.  Huggins  who  was 
also  executive  vice  president  of 
Westinghouse  Electric  Corp. 

Donald  C.  Burnham,  newly- 
elected  president  of  Westinghouse 
Electric,  was  also  elected  to  the 
Group  W  board. 

Stations  carve  prime-time 
niche  for  off-net  "Powell" 

Four  Star  Distribution  Corp.  poll- 
ed the  stations  buying  its  off-NBC 
TV  Dick  Powell  Theatre  and  found 
the  series  is  getting  first-run  treat- 
ment. Some  (rl. 57  o!  the  stations  are 
slotting  Powell  in  prime  lime,  in- 
cluding  such   top  market   outlets  as 

WPIX,  \eu  York,  KCOI'-TY.  Los 
Angeles,  KCTO-TV,  Denver,  and 
WHIO-TV  Dayton. 

In  addition,  man)  stations  plan 
to  pre  empl  first-run  series  for  the 
Four    Star    show.     For    instance, 


Call  NO  7-1179  fo; 


Putting  up  a  good  weather  front 

Smiles  and  umbrellas  abound  in  Los  Angeles  as  KABC  prog.  mgr.  Jack  Meyers 
and  a  crew  of  staff  announcers  get  in  shape  for  their  new  roles  as  instant 
weathermen.  As  the  billboard  backdrop  notes,  the  station  is  now  reporting 
round-the-clock  weather  info,  the  result  of  more  than  two  years  of  planning 
and  installation  work.  A  special  booth  housing  40  telephone  lines  and  two 
phone  recorders  takes  care  of  incoming  calls  and  a  remote  indicator  has  also 
been  installed  in  the  studio  so  that  the  announcer  on  duty  will  have  access  to 
"Instant   Weather"  info  at  all  times  to  be  passed  on  to  listeners  who  phone 


KOLN-TV,  Lincoln,  is  bypassing 
the  new  East  Side  West  Side  in 
favor  of  Dick  Powell.  An  additional 
25%  of  the  stations  on  the  roster  will 
program  the  series  either  on  Satur- 
day or  Sunday  at  11:15  p.m.  instead 
of  a  late  movie.  Among  the  stations 
with  this  in  mind  for  the  series  are 
WNBQ-TV,  Chicago,  WRCV,  Phil- 
adelphia, WMAL-TV,  Washington, 
WMAR-TV,  Baltimore,  and  WDAF- 
TV,  Kansas  City. 

The  poll  disclosed  that  only  8.5% 
of  the  stations  will  not  use  the  show 
in  prime  time  or  late  night,  and  that 
4%  are  still  undecided  how  they  will 
program  the  series. 

STATIONS 

REV.     BILLY'S    BACK    AGAIN: 

Making  his  third  annual  evangelical 
slump  through  the  spot  tv  circuit, 
the  Rev.  Billy  Graham  has  bought 
up  five  hour-long  program  segments 
on  some  100  stations  across  the 
country  lor  a  scries  ol  special  pro- 
grams. The  scries — tapes  of  Ins  15 
VugUSt-8  September  addresses  in 
1  ,os  Angeles,  will  start  in  early  Sep- 
tember. 


CHANGING  HANDS:  Dixon  In- 
dustries, Inc.  of  Gaithersburg,  Md., 
has  purchased  High-Fidelity  Broad- 
casters, Inc.,  operators  of  WHFS 
(FM),  Bethesda.  J.  Alvin  Jeweler 
has  been  named  general  manager  of 
the  station,  the  only  area  outlet 
presently  broadcasting  its  entire 
schedule  in  fm  multiplex  stereo  .  .  . 
WINF  (AM  &  FM),  Manchester, 
Conn.,  sold  by  John  Deme  for 
$285,000  to  Sidney  Walton  of  New 
York,  president  of  Profit  Research, 
Inc.,  business  publishers.  Blackhurn 
brokered  the  deal.  Deme,  by  the 
way,  has  recently  purchased  K  \YK 
(AM  &  TV),  Carlsbad.  N.  M.  .  .  . 
Trigg/Vaughn  sold  KYII-TV,  Ama- 
rillo,  to  John  B.  Walton,  Jr.  for  over 
SI  million.  Walton  also  owns  KVKM 
(AM&TV),  Monahans-Odessa,  and 
kl  \l      FM),   Big  Springs. 

MOVING:  Jerry  Marcus  to  assistant 
general  sales  manager,  Jerry  Bird- 
well  to  executive  assistant  to  the 
genera]  sales  manager,  and  Lorinc 
D'Usseau  to  executive  producei  lD 
at  KTLA,  bos  Angeles,  and  l'.ira 
mount  Television  Productions. 
Eve  Rubenstein  to  sales  mana 


SPONSOR    IL'    u  (.i  si    1963 


K(,)l\     It    Dodge,  Iowa 

Jim  King  in  ^ p< > 1 1 s  direct I 

WQAD  l  V    Davenport 

Robert    Howard   to   manager,   oa 

Honal  sales,  for  \\  NBt    R     NeM 

York 

Patrick  (  .   Vrnoiix  til  g(  in  i .il  pro 

gram    managei    ol    w  NBE     Ne>* 

Bern  N  I 

Richard  Greene  to  farm  dire<  toi  l"i 

WQAD  I  \    Davenport. 

Bill   ^ikt-s   tn  program  director  "I 

|  \l,n  l\    Wichita, 

Richard   F.   Polgreen,  Jr.   to   local 

sales  manager  of  WNYS-T^    s\  ra 

Base 

Jack  (  arnegie  to  vice  president  and 

genera]  manager  "I  KXYZ,  Houston. 

Dwight   Whitnej    to  chief   oi    the 

Hollywood   bureau   ol    TV   Guide 

magazine. 


Luis  s.mtriro  to  treasun  i  and  l  oil 
Tall>ot  to  head  "I  the  resean  h  de- 
partment, at  \iin  in  .is  I'iihIiii  tnms 
producers   ol    Spanish    radio    | 

'IIS. 

(..  raid  Kilo   ..ml  Steven  Orr  tO    " 

count  executives  at  w  BBM  I  \ 
( Ihicago. 

1  In  l  \  Braw  lev .  public  affaii  s  dire< 
tor  ol  WCHS,  <  Ii.ii leston  appoinl 
ed  on.-  nl  m\  new  members  to  the 

\\  est  \  ii  inn. i  I  .In.  .itnni.il  Brt tad 
casting  Vuthorit] ,  1 1.-  w  ill  serve  fi  'i 
si\  \  eai  s. 

SYNDICATION 

NEW    PROPERTIES:    Islands    m 

the   Sun.   a   n.w    tra\ el  ad> enture 
series  from  Kill  Burrud  Enterprises, 


will  be  Blmed 

in    ill  part  -  "I  the  worl 

in.it  <  ..IN  foi  emphasi   on  island 

.in.-  ..I   in. ml  up! 

ipe  and  adventun         Seta*  has 
.i  neu  si  red  to  the  up 

196  ,  ,||,  ,1   //,.    I 

Play  and  subtitled  Instant  So 
Mum,  foi  Yout  Immediatt  Sp 
/•/, i  >ramin  \    It  >  ompi  i  ■  I  I 

albums   taining  I         l<  i 

t s  ill  rousing  fa itball   <  i  II. 

and  man  hing  band  musii 
houi  long  h  films  produi  ed  bj  Rob* 
ert  I )i«-n\   Associates  and  Tiroe-1  il< 
Broadcast   being  pla<  ed  in  world- 
w  ide  s\  ndication  b     Petei   M    Ro 
beck  &  <  o,  Robert  I  >n-\\  is  a  f< ii 
m.T  editoi i.il  stall,  i  .>t  / 

SALES:  \.  w   salt  s  bi   Seven    trti 


WCAU  'Fair  Day'  aids  advertisers 


THREE  months  of  preparation  and  the  total  efforts  of 
the  WCAU  Radio  employees,  their  families,  and  par- 
ticipating advertisers  paid  off  recently  for  the  Philadel 
phia  station,  with  more  than  23,000  paid  admissions 
passing  through  the  turnstiles  during  the  third  annual 
WCAU  Radio  Country  Fair  Day.  All  proceeds  were  donated 
to  Bryn  Mawr  Hospital.  John  0.  Downey,  CBS  v. p.  and 
general  manager  of  the  station,  said  participating  ad- 
vertisers and  sponsors  were  overwhelmed  by  the  turnout 
and  interest  the  visitors  showed  for  their  products.  As 
an  example,  he  pointed  to  International  Harvester,  which 
rented  a  booth  on  the  Fair  grounds  and  displayed  eight 
of  its  latest  small  tractors.  At  the  close  of  the  Fair,  and 
to  the  "amazement  of  everyone  concerned,"  he  said. 
Harvester  had  sold  seven  of  them  ...  at  an  average  price 
of  $600.  Visitors  to  the  Fair  were  able  to  meet,  in  per- 
son, Arthur  Godfrey.  Andy  Devine,  Hildegarde,  Walter 
Slezak,  plus  NFL  Philadelphia  Eagles  players  Pete  Retz- 
laff,  Timmy  Brown,  Howard  Keys,  Sonny  Jurgenson,  and 
Frank  Bud.  In  addition,  there  were  appearances  by  the 
Fairmount  Park  Horse  Guard,  the  Philadelphia  Police  and 
Firemen's  Band,  an  antique  car  exhibition,  performances 
by  the  Philadelphia  Highway  Patrol  Motorcycle  Drill 
Team,  a  hootenanny  contest,  a  twist  contest,  a  football 
punting  contest,  and  an  exhibition  by  the  Eagles.  This 
year's  Fair  was  held  on  the  Devon  Horse  Show  Grounds, 
some  30  miles  from  Philadelphia,  in  order  to  accommo- 
date a  greater  number  of  people.  The  inaugural  event 
attracted  10.000  to  the  WCAU  Radio  grounds,  a  figure 
that  was  doubled  last  year,  when  an  unexpected  crowd 
of  over  20.000  led  to  moving  the  site  for  1963. 


Highlights  of  WCAU  Fair  Day' 

111  top  |'li 

"  I. dk  ..I   Philadelpl 

Devini  ,  Hild<  I      ll-  ■  .1  Vrthui  I 

tr.  j .   while  bottom   ph  '   • 

turn  around  the  trai  k    on.    ol  th<    1  lir's 


P0NS0R    | 'J    \i  ,.i  si     \\U\  I 


SPONSOR  WEEK     Stations  and  Syndication 


bring  sales  totals  on  its  post-1950 
feature  films  volumes  to  25  stations 
for  volume  seven,  83  for  vol.  four, 
81  for  vol.  five,  108  for  vol.  three. 
and  117  for  vol.  two  .  .  .  Flamingo 
Telefilm  Sales  reports  15  more  sales 
for  Superman  .  .  .  Fremantle  Inter- 
national sold  Romper  Room  to  QTQ 
Brisbane,  Aus.,  for  a  26  August  start. 
Brisbane  is  the  second  Australian 
City  to  buy  the  program.  It  has  been 
running  over  ATX,  Sydney,  since 
last  February  .  .  .  Economee  Tele- 
vision Programs,  division  of  UA-TV, 
recorded  sales  in  ten  markets  in  the 
first  three  weeks  of  distribution  for 
Rij>eor<l  .  .  .  Rozo  the  Clown,  now 
in  its  fifth  year  of  syndication  by 
Jayark  Films,  sold  to  an  additional 
four  stations,  bringing  total  to  218 
domestic  and  world-wide  stations. 

REPRESENTATIVES 

APPOINTMENTS:  WAKE,  Atlan- 
ta, to  Kettell-Cartcr  for  New  Eng- 
land sales  .  .  .  WAZE,  Tampa-St. 
Petersburg;  WBZY,  Torrington;  the 
Milt  Grant  Show  Network,  and 
Massachusetts  Bay  Buy  to  Vic  Piano 
Associates  .  .  .  WBCN,  Boston, 
WHCN,  Hartford,  and  WAJM, 
Montgomery  to  Herbert  E.  Groskin 
.  .  .  KARD-TV,  Wichita,  to  Edward 
Petry  .  .  .  KCUB,  Tucson,  and 
W  I  INT,  Huntsville,  Ala.  to  Venard, 
Torbet  &  McGonnell.  The  latter 
station  will  sign  on  the  air  in  early 
fall  .  .  .  KAIT-TV,  Jonesboro,  Ark., 
to  The  Devney  Organization  .  .  . 
W  DEE,  New  Haven,  to  Advertising 
Time  Sales  .  .  .  WHAT,  Philadel- 
phia, to  Boiling. 

MOVING:  Monte  Lang  to  account 
executive  in  the  New  York  office 
and    John   LeRoy   Welford   to   the 

same  post  in  Boston,  both  for  Blair 
Radio. 

Richard  A.  Keating  to  president 
and  sales  manager  of  Bill  Creed 
Associates.  George  B.  Cookman, 
who  has  been  a  (iced  account  ex- 
ecutive lor  three  years,  has  moved 
up  to  vice  president. 
Nicholas  Duca,  Jr.  to  credit  and 
collection  manager,  and  Marvin 
Schrager  to  billing  manager  of 
Peters,  Griffin,  Woodward. 


Newsmakers  in 
tv/radio  advertising 


Edward  G.  Harness 

Procter  &  Gamble's  board  of  directors  has 
announced  the  election  of  Harness  as  v.p., 
paper  products  division.  Harness  joined  P&G 
in  1940.  In  1960,  he  became  manager  of  the 
advertising  department  of  the  soap  products 
division,  in  1962  manager  of  the  toilet  goods 
division,  and  in  1963  manager  of  the  paper 
products  division.  He  succeeds  H.  S.  Cole  who 
retired  from  the  company  31  July. 


Donald  Jones 


The  radio  tv  sales  rep  firm  of  Avery-Knodel 
has  appointed  Jones  manager  of  its  St.  Louis 
regional  office.  Jones'  most  recent  broadcast 
experience  has  been  in  the  sales  department 
of  radio  station  KMOX,  St.  Louis,  and  prior  to 
that  he  sold  tv  time  for  KPLR-TV,  St.  Louis. 
He  is  a  member  of  the  Advertising  Club  of 
St.  Louis.  Avery-Knodel  president  J.  W.  Knodel 
made  the  announcement. 


Harold  C.  Sundberg 

Sundberg  has  been  appointed  v.p.  and  gen- 
eral manager  of  WZZM-TV,  Grand  Rapids, 
Michigan.  He  joined  the  station  as  general 
sales  manager  in  January,  coming  from  WMBD- 
TV  Radio,  Peoria,  where  he  was  general  man- 
ager for  two  and  a  half  years  of  his  ten-year 
tenure.  WZZM-TV,  owned  and  operated  by 
Channel  13  Grand  Rapids,  is  affiliate  of  ABC 
for  Grand  Rapids,  Kalamazoo,  Muskegon. 


Earle  Ludgin,  Jr. 

Ludgin  has  been  named  copy  chief  of  Bennett 
Advertising,  High  Point,  No.  Carolina.  He  be- 
gan his  career  in  the  copy  department  of 
Foote,  Cone  &  Belding,  Chicago,  later  joined 
Leo  Burnett's  Chicago  office  as  account  ex- 
ecutive on  Allstate  Insurance.  He  was  prin- 
cipal copywriter  for  consumer  and  industrial 
divisions  of  Armour  &  Co.,  and  research  asso- 
ciate on  Kraft  Foods  and  Kimberly-Clark. 

James  Hoffman 


Formerly  director  of  promotion  and  research 
at  KTTV,  Los  Angeles,  Hoffman  has  resigned 
to  become  sales  manager  of  Peter  M.  Robeck 
&  Co.'s  newly  established  sales  headquarters 
in  L.A.  The  company's  main  office  is  in  N.Y., 
with  a  branch  in  Chicago.  Hoffman  was 
assistant  national  sales  manager  and  local 
account  executive  with  the  station.  KTTV  pub- 
licity director  Reavis  Winckler  succeeds  him. 


iiiiis 


iiiiillliiin 


60 


SPONSOR    12  august  1965 


AUTOMOTIVE  BILLINGS 
'    niuun  il  from  ixi'j.1 

up P  rhere  are  a  number  <>l  ncu 
ihows  tli.it  might  be  considered  an 
Improvement,  he  said.  "There  I'- 
ll! the  broadcast  Industry  an  honest 
effurl  to  produce  better  program- 
ing. I  also  tlunk  the)  are  doing  a 
bettei  i"l>  in  public  sei  \  ice  pro 
graming." 

Is  ( 'In \  slci  s  t\  opposition  a  prob- 
lem J  "Not  .it  all,  "In-  said."  \\  e're 
not  disturbed —  not  with  <>ur  pro- 
grain  lineup." 

Chrysler,  "l  course,  also  has  a 
In !■_;< •  sports  t\  package  for  the 
196  i  <>  I  sf.isun  and,  .is  in  the  past, 
it  offers  \ast  exposure  and  attention 
to  the  linns  products.  Chrysler  ex- 
pects to  use  the  \\  hi  Kl  Sei  us  .ind 
Hope  to  launch  its  (il  models,  must 
likfK  mi  27  September  when  the 
initial  Hope  show  breaks  mi  the 
an 

Ford  sa\  s  it  is  happ)  W  itli  its  tall 
ind  winter  broadcasting  schedules 
on  the  networks.  According  to  John 
Bowers,  manager,  ear  advertising 
department.  Ford  Division,  the  ra- 
dio picture  foi  (v>-'()l  is  not  \et 
led  out.  Television  plans  also 
are  not  complete  beyond  the  first 
ot  the  year.  Bowers  was  confident 
that  Hazel  on  NBC  would  "con- 
tinue tn  he  strong"  and  also  noted 
thai  there  would,  in  all  probability, 
ibe  a  little  less  Ford  sports  sponsor- 
ship in  '6-1,  "although  this  doesn't 
reduce  our  interest  in  sports. 

\s  tor  Ford's  over-all  broadcast 

budget,  "there'll  he  no  significant 
shift  either  w.i\  as  regards  our 
broadcast  hillings." 

Spot  t\  excellent 

The  spot  t\  picture,  on  the  whole. 

appears  to  he  fine,  what  with  Buick 

bnyiim   spots   tor   the   first    time.    It 

is  reported    that    Buick   will   do   an 

eight-week    stretch    in    the    top    50 

markets.     Dodge    which    has    used 

»pot  t\    in  the  past  three  \ears  will 

nntinne  to  use  it  with  three  flights 

luring  the  selling  season.  Chewy 

tlso  has  some  spot  t\  business  in  the 

>ffin<:  and  Chrysler,  it   is  indicated. 

nay    have    some    monej    left    over 

■>r  spot  t\ . 

Pontiac,  Cadillac,  Chewy,  Olds- 
nohile  and  Buick  will  have  new 
nodel  announcement  spot  radio 
msiness  lor  the  '64  season,  it  is  re- 
torted. Oldsniohile  is  also  planning 
hrec  flights  alter  the  initial  an- 
ouiHement  campaign  in  spot  ra- 


dii I    I'outiai    and  Hun  k  expei  I  I.  >  do 

al t   the  same  as  last   \  e.u 

( )n   the  station   reps   to  ■  i » t    in    IV 

tioit.  tin  i<  is  indeed  a  sanguine 
disposition  tow. ud  spot  business  foi 

the    liew     season      Spealdng    to    sliiN- 

soit.  \\  llhain  \\     [oyce,  vice  presi 
dent  and  manager  oi   tin-  Detroit 
office   oi    i  he    kat/    ^gencj .   and 
president    oi    the    I  tetri  'it    i  haptei 

ol  the  Station  heps  \ssn  observed 
that    he  "can   see  m  i   indication   that 

the    general    good    health    ol    tin 

Detroit     market     is     going     to     he 

changed  in  the  immediate  futun 

I    predict    that   spot   radio  and   t\ 

business   out    ol    the   alia    sei  \  oil    h\ 

I  Detroit  based  ops  foi  bid  i  w  ill 
be  as  good  oi  bettei  than  1' H 

|o\  i  o  noted  that  Buick  w  as  plan- 
ning an  eight-week  spot  t\  cam 
p. nun  loi  this  tall,  w  hn  h  is  new 
ai  ti\  it\  .  and  that  in  all  probability 
the  (  .'hi  \  slci  di\  isn  m  would  i  "ii 
tiniie    their    use   ol    the    medium    all 

ol  which  "portends  a  health)   out 

look  lor  spot   t\  . 

"The  alio. ul\   health)   acth  it\   ol 

Spot  radio  use  In  I'oiitiac.  Buick 
and  the  ( '.\u\  sler  lines  plus  a  pos- 
sible renewed  scries  ol  schedules 
bom    Oldsmobile    keeps    tin-    pros 

pec  ts  in  this  categor)  most  health) ." 
fo)  ce  declared. 

Bryan  sees  "upbeat  year" 

In   the  same  \  ein.  spoke  \\  illiain 

W.  Bryan,  vice  president  in  charge 
ol  the  Detroit  office,  Peters,  Griffin, 
\\  oodward,  "1  look  lor  an  upbeat 

\car."  he  said.  The  \c.ir  1983  saw 
a  greater  use  ol  spot  t\  b\  the  .into 
industr)  and  that  trend  should  con- 
tinue. 

Cabe  Dype,  account  executive  in 

the  Blair  TV  office  in  Detroit,  said 
"bullish"  w  hen  asked  to  (  oiiinunt 
on   upcoming  business.   "From   all 

indications.    I'd    sa\     it    is    going    to 

be  the  best  tall  ever,  exceeding  even 

last  year  which  broke  all  previous 

records 

John     Founts     ol     the     llenrx      I 
(."hristal   office   m    Detroit    said   spot 
radio  business  is  ahead  ol  last  \<  ai 
and  "there  seems  to  be  an  inct> 
ing  interest   in  spot   radio." 

Bud  Pearce  who  heads  up  Pearce 
Sales,  as  well  as  Weed,  Masla  <\ 
Select  in  Detroit,  said  il  plans  ma- 
terialize "then  we'll  all  be  \  er\ 
happ) ." 

Ceno  Cioe,  manager  of  tin    II  h 

Detroit  office,  said  that  auto  s  des 
are  excellent  as  are  spot   radio  and 


t\      sales       I  |.       hi     .  d      I'"  .il        '  itiOO 

managers    to   .  ontai  t    auto 
rives.     W  hile   management    al 
automi Till-  i  ompanies  is  not  inl 
ested  in   •! (pea  about  the  last  l 
the)  would  be  interested  in  tl 
era!  pi<  tun    as  it  affe<  ts  tb 
mobile  and   advertising  busini 
In-  s.nd     |  ..|i  level  people  in  i ither 

media    ale    in   i  Ontai  t    W  Ith    the   .into 

industr)  exe<  utr 

Willi. mi     II     (  hi      sales 

managei    Detri  it  offii  i  ml 

I',  ti \    said  "th<  n  indii  ition 

that  the  u|)(  oming  v  ason  w  ill  be 
■  -in    ni    tli>-   better  t\  ll' 

thought  spot  t\  w  ill  ns.  and  that 
spot  radio  w  ill  be  equall) 

or    better    than    the    po\  [ous    \ 
Strong    b>r    Web    radio 

Automotive  industr)   billings  on 
network  radio  also  an   as  bi  ight  as 
the  gleaming  grille  work  on  i 
model   i. us    Sponsorship  1>\    auto 
makers   on   <  BS    Radio   is   up   2\ 

pen  cut    in    the    first    hall    "|     I 

o\ (i   tin-  similai  pi  riod  in   I  - 
cording  to  Geoi  ge  I    \ r  k<  < lis   \  U  e 
president     network    sales     trkedis 

said    that    meat     interest     his    been 

show  n     in      our     i  ai     di  i\  ing    tunc' 

strips  ,!t  5  I'M  and  7  I'M  weekdays 

and  on  weekends,  (anient  aiber- 
tlsois   i  >n   the   Iietw  oik    lln  hide  (  )lds- 

i nubile.  Buick.  Chevrolet,  Plymouth 

and    Dodge. 

\t   \  B(     Radio,  makers  ot   motor 
cars  h.o  e  spent   II   pei  cent  i 
than  in  L962  W.lham  K.  \b  Daniel, 

executive   \  ice   president    in   ch  u 

ol    \  |u '   i;  idio   Network   said    In 

1962  (  .rnil.il    Mot.  ITS  and    \im  I  n    ill 

Motors,  in  that  order,  were  the 
leading  spenders  on  NBt  Radio. 
( )l  the  upswing  iii  automotive  busi- 
ness. Mi  I  Xinicl  said  "( )iie  re. is.  tn  is 
the    sales    effectiveness    Oi    network 

radio.  In  addition,  it  offers  heavy 
frequem  \  and  c  i  intinuit)  i  t    ■ 

rising  at  an  ei  I  momil  al  COSl     Evi 

one  knows  that  network  radio  is 
the    most    iinderprii  ed    in  dium    in 

advertising 

\ntonioti\  e  business  i  n    \  H< 

dio  in  L962  nearl)  doubled  its  bill- 
ing over  1961.  Billings  l"i  'he  lust 

six  months  of  this  year  are  nearly 

tripled    OVa     the    first    six    months, 

1962   and  are  alread)  equal  to  tin' 
full  year,  1962.   The  pi<  ture  ah 
is  mfinitel)    more  promising    One 
•he  automotive 

business     it,  •      \|H       I 

Network,    according    t"    president 


PONSOR    IL'    u  ,a  si     PH.:i 


61 


Robert  H.  Pauley,  is  because  of  the 
network's  increased  value  to  ad- 
vertisers. 

'The  year  1963  is  the  automobile 
industry's  great  year,"  Pauley  ob- 
served.  "They  are  selling  more  cars 
and.  therefore,  there  are  more  car 
radios  (50  million,  it  is  estimated) 
in  which  to  reach  their  audience." 
ABC  Radio's  sponsors  this  year 
have  included  Buick,  sports;  Ford, 
news  and  sports;  Dodge,  sports; 
Rambler,  news  and  Pontiac,  prize 
fights. 

One  question  remains  to  be  an- 
swered— what  will  the  1964  model 
cars  look  like?  As  an  observer  in 
the  industry  put  it  recently,  it  will 
take  an  expert — or  perhaps,  a  small 
boy  standing  at  the  corner — to  tell 
the  difference  between  the  old  and 
new  models.  When  the  1964  cars 
are  unveiled  in  September  and  Oc- 
tober, few  surprises  in  styling  or 
engineering  will  he  noted.  On  the 
whole,  changes  will  be  "evolution- 
ary" with  slender  modifications  in 
grilles,  tail  lights  and  trim.  Ford 
reportedly  will  make  widespread 
changes  in  restyling  of  four  models. 
But  in  the  main  it  will  be  happy 
motoring  in  slightly  revamped 
bodies.  ^ 

KPIX's  SCARCE  AVAILS 

(Continued  from  page  43) 
often  out  of  luck,  even  though  we'd 
like  to  have  his  business.  They  come 
out  here  to  see  for  themselves  some- 
times, but  we  can't  do  much." 

KPIX  is  indeed  riding  high  in  one 
of  the  country's  major  tv  markets. 
With  a  strong  schedule  of  local 
shows  teamed  with  the  cream  of 
CBS  TV's  strongly  rated  schedule, 
KPIX  recently  came  up  with  the 
kind  of  score  station  owners  dream 
about:  for  the  twelfth  consecutive 
ARB  report,  KPIX  led  the  four- 
station  San  Francisco  tv  market  in 
average  homes  delivered  per  quar- 
ter hour,  from  sign-on  to  sign-off. 
Its  popular  Noon  News  show,  a 
daily  30-minute  potpourri  of  spot 
news  and  interviews  by  Wanda 
Harney  and  John  Weston,  for  ex- 
ample, has  led  the  ratings  parade 
for  its  time  period  for  the  past  two 
years,  and  now  has  a  6(Kr  audience 
share. 

Things  weren't  always  this  good 

lor  KPIX.  W  hen  the  station  went 

"ii   the  air  in    I1)  IS   |  il   was  the  first 

tv  station  in  Northern  California)  it 

soon  Found  itsell  bucking  the  oxer- 


whelming  competition  of  KRON- 
TV  and  a  parade  of  NBC  TV  shows 
led  by  Milton  Berle.  As  the  then- 
companion  station  to  radio's  KSFO, 
it  had  a  tough  struggle  for  ratings, 
sponsors  and  corporate  profits. 

Purchased  by  Westinghouse 
Broadcasting  Company  in  1954, 
KPIX  began  its  upward  climb  with 
a  combination  of  improved  network 
programing  from  CBS  TV  and  ag- 
gressive local  showmanship  and 
sales  promotion. 

Although  in  many  ways  KPIX 
is  a  fairly  typical  successful  CBS 
outlet  and  group-owned  station,  it 
nevertheless  manages  to  preserve 
a  considerable  San  Francisco  iden- 
tity. 

Strong  for  the  Bay  City 

KPIX  is  not  content  to  rest  on  its 
sales  laurels,  and  goes  out  of  its 
way  to  further  its  image  with  San 
Francisco  admen  and  media  buyers. 

Due  on  15  August  is  a  special 
luncheon  at  Trader  Vic's  for  local 
timebuyers,  at  which  time  details 
of  a  new  $300,000  audience  promo- 
tion campaign  will  be  showcased. 
According  to  KPIX  advertising 
sales  promotion  manager  Bob 
Nashick: 

"It'll  be  the  biggest  thing  the 
Bay  Area  has  seen.  We'll  have 
everything  from  spot  announce- 
ments on  local  radio  stations  to 
newspaper  space,  restaurant  pro- 
motions and  library  bookmarks. 
We  plan  to  expand  our  impact  in 
such  neighboring  cities  as  San  Jose, 
Palo  Alto,  Hayward,  Vallejo  and 
Richmond  with  our  tv-radio-print 
promotions.  You  can't  stand  still  in 
this  business." 

Among  the  trade  promotion  items 
scheduled  in  Nashick's  campaign 
are  handsomely-boxed  men's  ties 
by  noted  San  Francisco  designer 
Ernst.  These  will  be  sent  as  gifts 
to  agencymen  by  the  station  which 
gets  its  call-letter  plug  in  by  means 
of  a  discreet  KPIX  label  sewn  on 
the  inside  of  the  tie. 

Why  not  emblazon  KPIX  on  the 
front  of  the  tie.  as  is  the  custom 
with  most  broadcast-industry  trade 
gifts?  Win  hide  the  sales  message 
in  an  expensive  in'ft';'  Whv  be  so 
discreet.-1 

Nashick's  answer  sums  up  the 
philosophy  of  underplayed  'sell' 
practiced  by  the  station  in  particu- 
lar and  bj    the  Golden  Gate  city 

in    general:     "It     just    wouldn't    be 
'San  Francisco.'  ^ 


DANNY  THOMAS 

(Continued  from  page  36) 

ville,    night   clubs    and   burlesque, 
once  the  great  incubating  spheres. 

"They  will  come  from  television," 
Thomas  says.  "Today,  there's  no 
other  place  for  them  to  come  from. 
Perhaps  some  of  the  future  talent 
may  emerge  from  local  little  thea- 
tres, but,  in  my  opinion,  most  tele- 
vision new  stars  will  have  to  come 
from  local  television  stations.  These 
stations,  I  think,  are  the  best  breed- 
ing grounds  for  the  new  talent.  I'd 
like  sometime  to  go  to,  say,  the  30 
biggest  cities  in  the  land  and  seek 
out  local  talent.  Also,  I  like  to  see 
more  station  managers  across  the 
country  stage  local  talent  shows  fea- 
turing the  inhabitants  in  songs  and 
drama.  My  suggestion  to  the  young 
gifted  people  is  to  stay  home  and  be 
successful  —  and  then  Hollywood 
will  call  you." 

But,  by  all  means,  local  stations 
should  be  doing  everything  in  their 
power  to  foster  the  Gleasons.  the 
Skeltons,  the  Bennys  and  the  Kayes '  i 
of  tomorrow  according  to  Thomas. '  I 

Likes  many  programs 

Does  Thomas  watch  television,  j 
other  than  the  tapes  of  his  shows? 
"I  watch  my  own  show,  of  course," 
he  says,  "and  I  also  try  to  catc 
some  sporting  events.  Other  pro- 
grams I  catch  on  occasion,  because 
I  think  they're  good,  are  Bonanza. 
Naked  City,  the  Dick  Powell  Shotc 
and  Sam  Benedict." 

The  dark  hair  on  Thomas'  head 
begin  to  bristle  when  he  hears  tele- 
vision described  as  a  vast  waste 
land.  He  doesn't  agree  with  New- 
ton Minow,  former  FCC  chairman ' 
that  the  plains  of  television  are  arid  ' 
With  the  pride  of  a  father  gazing 
upon  a  strapping  offspring.  ThomBi 
rises  to  the  defense  of  the  livim 
room  screen.  "Television  is  not  . 
wasteland."  he  insists.  "It  bring! 
many  happy  hours  to  folks  and  i( 
helps  them  relax.  It's  a  blessing  ti 
shut-ins.  Moreover,  what  televisioi 
does  in  the  way  of  sports  and  spe 
cial  events  is  a  sufficient  answer  ti 
demolish  anj  charge  thai  it  is  a  vas 
wasteland." 

Do  horrendous  rating  problem 
and  'murder  by  decimal  point'  mo 
lest  the  comedian?  "No!  at  all. 
Thomas  saj  s.  "I  w ant  to  win  bj 
slight  margin.  I  don't  want  to  Id 
an\  one." 


62 


SPONSOR    12    \i  Gl  -i 


196 


'VIEWPOINT 


A  column  of  comment 

on  broadcasting/advertising, 

by  industry  observers 


VITAL  NEED:  MORE  GOOD  BROADCAST  RESEARCH 


By  LLOYD  W    DENNIS.  JR 

i    ;  WTOP 

hington,  I >  < 

In  tins  d.i\  ill  discrediting  the 
researcher,  it  maj  sound  like  her- 
«-s\  "i  even  stupidity  foi  a  broad- 
caster  to  advocate  more,  n<>t  less 
research.  Hut  that's  precisely  w  hat 
I'm  campaigning  for  —  more  n 
si. n i  li.  more  good  research. 

1  in  well  aware  oi  the  problems 
we've  had  in  tlir  audience  measure 
Hunt  field  over  the  years.  We've 
had  different  eai  -counting  and  ey  e- 
counting  techniques  thrown  .it  us 
ad  nauseum  In  different  measure- 
ment organizations.  Each  lias  said 
in  effect:  use  my  ratings,  mi/  meth- 
od is  best.  What  we  dent  need  is 
more  ol  this  kind  (it  argument  foi 
urch  that — even  it  it  wen-  per- 
fect, which  it's  not — wouldn't  begin 
to  give  us  u  h.it  we  really  need. 

\      what    is   required   today   is 

new  research — as  different  from  the 

old  numbers  <i.uuc  w  e'v  e  been  pla\  - 

as   the   modern  tape  recordei 

is  from  the  shellac  disco!  j  esterday , 

I  tliink  back  to  a  d.i\    10  years 

in  New  York  when   I   invited 

utives   from  the  top  audience 

measurement    organizations    to    a 

conference  in  in\   hotel  room.  The 

purpose    was    for    a    frank,    mutual 

ussion    of   how    we    might    go 

ut  sdK  ing  some  ol  the  problems 

that  were  becoming  apparent  even 

then 

Apprehensive,  then  relaxed 

tYou  should  have  seen  those  fel- 
Vsl     \t    first    the)    reacted   almost 
though  the)    had  wandered  into 
in  eneim  tamp.  It  might  ver)  well 
lave   heen   the   first   time  the)    had 
ver  met   together   in   such   a   con- 
lave.    Hut    it    wasn't    long    before 
vervone  relaxed  and  we  began  to 
nuke  some  verbal  progress  at  least. 
\Lu\    we    broadcasters    —    and 
nroadcast  advertisers  and  agencies 
-  taken    more   initiative    then,   we 
1  night    ven     well    have    prevented 
I    he    mess    that    exists    today.     Hut 
I  nmehow    we  became  absorbed  in 
ther    matters    and    it's    taken    the 


findings  ol    the   Oren    Harris   sub 
committee  to  make  us  lulK  aware 
ol   tin-  acute  problems  wen    now 
facing. 

For  a  moment  lei  s  <  onsidei  r< 
search   as   it   exists   currently    and 
then  compare  it  w  ith  the  kinds  ol 
things   we  i  ould  be  doing.    Mosl 

,K  ti\  it\     toda)     is    in    the    realm    oi 

audience  counting,  principally  In 
unsophisticated,  boxcar  fashion 
Darn  little  ol  it  is  in  the  .^<a  ol 
•  native  broadcasting  and  adverbs 
ing,  and  this  is  the  kind  oi  research 
I  in  advocating. 

Last   j  ear.  lor  example,  W  TOP 
Radio  commissioned   SRDS   Data 

Inc.,  tO  make  a  profile  stndv  ol  the 
radio  audience  in  the  nation's  capi 

tal.  The  demographic  survey  probes 
far  deeper  than  mere  numbers  ol 

radio  station    listeners.    It    provides 

information,  never  before  available 
in  such  comprehensive  detail,  on 
almost  every  aspect  ol  practical 
value  concerning  the  Washington 

radio  audience. 

Manx   areas  covered 

The  study  covers  such  things  as 
the  average  weekly  radio  audience, 

the    composition     by    age,     marital 

status,  family  relationships,  employ- 
ment, education,  family  income,  use 
and  ownership  ol  products  and  ap- 
pliances, and  many  other  significant 
tacts.  The  findings  are  contained  on 

1(H)   thousand    punchcards.   and    the 

information  we  can  give  the  adver- 
tiser about  actual  users  and  pui- 
chasers  oi  his  product  is  m.ist  ex- 
tensive. Needless  tn  sa\  .  this  kind 
ol  research  has  found  eager  audi- 
ences wherever  we  have  shown  it. 

and    has    had    positive    elicit     in    a 

Dumber  ol  specific  instances 

This,  however,  is  but  a  begin- 
ning. \\  hat  we  broadcasters,  both 
radio  and  TV,  should  be  doing  is 
underwriting  research  along  the 
Inns  ol  product  <l<  i  elopnu  nr.  \\  hat 

dn  people  want   from  us  that   W( 

in  it  now  pn>\  iding,  or  only  pro  id- 
ing  partially?  What  are  we  doing 
that     they     would     like     t 
changed?    \\  hat    should    our   l< 


range  planning  I"    foi    1965    I 
1970?  w  hat  new  advertisin 
niques  should  we  be  ii 

and    pel  I.  i  til 

Tins  t\  |).  of  i  done 

l>\    groups   "i    a     •<  iations    ratha 

than     by      individual      I 

Hut  the  initiative  hii  it  should  i 

from    the    individuals     else    it    will 
never  lie  1 1  in  lei  I  a  ki  li     I    listW 

i  iations  i  an  then  sp,  arhi  ad  the  r< 

scan  I,   i  i|    else  new    III'  '  lih    1st    gj  .  ,i|p 

ings  can  taki  it  ' hi  But,  eith< 
it  should  be  d' mi 

I  know  thai  this  kind  i  >l  research 
is  qi it  cheap,  vv  liu  h  In  Lngs  mi 
niv  next  pomt.  budgi  ts    l  j  pii  ally . 
the   broadcaster   sp,  nds   less  than 

hall    ol    one    percent    "I    Ins   annual 
sales     On      leseaii  h       (    p.il.       this 

w  ith  the  H  st  ut  the  \iin  i  ii  an  1 1 
omy  w  here  6>  e  to  six  pen  enl  is 
more  common.  ( )l>v  iously .  it  auto- 
motive manufai  turers  and  i 
luetics  companies  find  tins  kind  ut 
product  and  in.uki  t  lesean  h  com- 
mercially profitable,  aren't  we  in 
broadcasting  being  a  bit  short- 
sighted Hv  not  taking  a  leal  from 
their  1 k '  ^ 


LLOIO  W    DENNIS.  JR 


\  15  yt  oi  broadcast  a t<  ran — 
i  r<  lading    t.  tit    t/<  at !   during 
\\  orld  w  at   II  when  la 
naval  tenia  in  th    S  w    .; 
fie  and  <  m<  rg<  d  a  (  ommander 
—   Di mas    l><  ^<iii   hi 

raduation  from  /> 

I  an      II  u  an 

announcer  with  \\  I.  \\    I 
idt  no    /i  /     in  l  128  //■  Utter 

fa  J   u  /// 
sM//.  i.  J     \\  I  ( »/'    in 

nnount  •  r,  prcxlu 


30NS0R 


vi  (.i  si    |%3 


'SPONSOR 


President  and  Publisher 
Norman  R.  Glenn 

Executive  Vice  President 
Bernard  Piatt 

Secretary-Treasurer 
Elaine  Couper  Glenn 


EDITORIAL 

Editoi 

Robert  M.  Grebe 

Executive  Editor 
Charles  Sinclair 

Art  Director 
Maury  Kurtz 

Senior  Editors 

Jo  Ranson 

H.  William  Falk 

Special  Projects  Editor 
David  G.  Wisely 

Associate  Editors 
Jane  Pollak 
Barbara  Love 
Audrey  Heaney 
Niki  Kalish 

Copy  Editor 
Tom  Fitzsimmons 

Assistant  Editor 
Susan  Shapiro 

Washington  News  Bureau 
Mildred  Hall 


ADVERTISING 

Southern  Sales  Manager 
Herbert  M.  Martin  Jr. 

Midwest  Manager 
Paul  Blair 

Western  Manager 
John  E.  Pearson 

Production  Manager 
Mary  Lou  Ponsell 

Sales  Secretary 

Mrs.  Lydia  D.  Cockerille 


CIRCULATION 

Manager 
Jack  Rayman 
John  J.  Kelly 
Mrs.  Lydia  Martinez 
Anna  Arencibia 
Mrs.  Lillian  Berkof 


ADMINISTRATIVE 

Assistant  to  the  Publisher 
Charles  L.  Nash 

Accounting 
Mrs.  Syd  Guttman 
Mrs.  Rose  Alexander 

( reneraJ  Services 
George  Becker 
Madeline  Camarda 
Michael  Crocco 
Dorothy  Van  Leuven 
H.  Ame  Babcock 

64 


Staff 


'SPOT-SCOPE 


Significant  news, 
trends,  buying 
in  national  spot 


N 


MAGOO   KINGPIN    IN   GE-AMF   PROMO 

earsighted  Mr.  Magoo  will  stumble  into  videoland  bowling  alleys  in  a 
new  six-week  tv  spot  campaign  for  GE  light  bulbs.  Network  spot  drive 
will  start  on  NBC  23  September,  will  consist  of  6,000  color  spots  aired  dur- 
ing daytime  and  nighttime  on  200  NBC  stations  ( The  Tonight  Show,  Ben 
Jerrod,  You  Don't  Say,  Play  Your  Hunch,  Your  First  Impression).  The 
second  spot  wave — national  spot — will  begin  two  weeks  later  and  run  for 


GE's  Magoo  goes  bowling 

Boning  up  on  his  technique,  GE's  nearsighted  Magoo  gets  a  few  tips  from  AM Fs  Bill 
Bunetta   at   AMF-equipped  lanes  before  his  tv  cartoon   stint  for  GE   Lamp  division 

four  weeks.  This  consists  of  9,000  spots  in  70  to  80  key  markets.  Promotion 
is  being  produced  by  the  General  Electric  (Lamp  division)  in  cooperation 
with  American  Machine  &  Foundry.  The  latter  will  aid  in  distribution  of 
special  Magoo  bowling  etiquette  posters.  GE  and  AMF  anticipate  promo 
will  receive  more  point-of-purchase  exposure  than  any  in  history  of  bowling 
industry.  Magazines  will  be  used  also.  Agency  is  BBDO  (Cleveland). 

TV   BUYING   ACTIVITY 

•  Westinghouse  Lamp  division  will  push  its  "Extra-Life  eye-saving  light  bulbs' 
in  a  national   drive  in  selected   markets  beginning  1    September.  The  13- 
week  campaign  of  daytime  l.D.'s  is  being  bought  by  Don  Kelly  at  McCann-j 
Erickson  (New  York). 

•  National  Oil  Fuel  Institute  will  initiate  its  first  ad  program,  aimed  at  eon 
sumers.  builders,  architects,  and  engineers,  and  involving  a  $400,000  budget 
$70,000  of  this  purse  is  going  into  spot  television,  and  the  remainder  u 
magazines  and  newspapers.  Campaign  will  supplement  local  campaigns 
which  alread\  exceed  $3,000,000  annually.  Tv  spot  campaign  of  60s  wil 
begin  in  September  and  run  through  to  the  end  of  December  in  "eight  pram 
test  areas"  in  northern  regions  of  the  country.  Agency  is  Fuller  6;  Smith  <J 
ROSS   (New  York).   Buyer:   John  Uuegel. 


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In  the  nation's  73rd  TV  market,  WLBT  presents 
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THE  SOUTHERN  PART  OF  HEAVEN  is  how  a  noted  illustrator  describes 
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Carolina,  Chapel  Hill  is  both  village  and  thriving  community  .  .  . 
cultural  center  and  pleasant  place  of  business  .  .  .  small  town  living 
and  cosmopolitan  thinking.  Here  WFMY-TV  weatherman  Dave  Wright 
views  the  heavens  at  Morehead  Planetarium,  one  of  six  in  the  west- 
ern hemisphere  and  first  in  the  world  to  be  part  of  the  equipment 
of  an  institution  of  higher  learning.  Astronauts  also  study  the  stars 
here.  Along  with  cultural  attractions,  traditions  and  sprawling  campus 
of  over  100  buildings  valued  at  $75,000,000.00,  people  also  remember 
Chapel  Hill  for  its  gracious  way  of  life,  which  moved  Thomas  Wolfe 
to  write,  "It's  got  every  other  town  beat  all  holler".  Chapel  Hill  — 
typical  of  the  eager,  spirited  51-county  area  that  looks  to  WFMY-TV 
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'ONSOR    19    v,  ,.,  si    |%3 


:  mira » 

1.  Los  Angeles  metropolitan 
area  Spanish-speaking  pop- 
ulation: 

900,000  plus 

• 

2.  Average  yearly  income: 
$800,000,000 

• 

3.  For  automotive  products: 
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• 

4.  For  food  products: 
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YOU  CAN  HAVE  YOUR  SHARE! 

72  National  Advertisers  on 
Spanish-language  KWKW 
reach  approximately  277,880 
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week  at  a  CPM  of  $0.72. 
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'SPONSOR 


19  AUGUST   1963 

VOL    17  No.  33 


Key  Stories 

29     NEW-TO-TV  ADVERTISERS  SPRINGING  UP 

Wide  assortment  of  network  and  spot  tv  spenders 
range  from  fire  retardant  spray*  to  encyclopedias 

33  4A's  CRITICAL  FORAY  INTO  RADIO  RESEARCH 

Agency  association  issues  booklet  aimed  at  helping 
to  evaluate  and  improve  measurement  techniques 

34  BEER  KEEPS  ON  SINGING  AND  SELLING 

Brands  like  Carting  and  Bud  find  that  music 
is  a  potent  aid  in  fixing  the  message 

36     OLYMPIC  GAMES  COVERAGE  DRAWING  SPONSORS 
Six  clients  sign  for  international  contests  on  tv; 
NBC  closes  with  Japan  group  for  summer  reports 

39  BOLD-FACE  LISTINGS:  A  NEW  PROMO  IDEA 

Giant  advertisers  sign  up  for  National  TV  Log 
service,  offering  them  bold-face  listings  in  31  newspapers 

40  CALGON  GOES  TO  ROME  FOR  NEW  COMMERCIAL 

Spot  and  network  television  campaign  for  bubble  bath 
uses  Bernini  Eternal  City  font  as  background 

Sponsor-Week 


11 

Top  of  the  News 

56 

Radio  Networks 

50 

Advertiser  &  Agencies 

56 

Tv  Networks 

58 

Stations  &  Syndication 

65 

Representatives 

48       Washington  Week— broadcast  media  news  from  nation's  capital 

Sponsor-Scope 

19       Behind-the-news  reports  and  comments  for  executives 


Departments 


26  Calendar 

46  Commercial  Critque 

16  Data  Digest 

26  555  Fifth 

64  Newsmakers 


7  Publisher's  Report 

70  Sponsor  Masthead 

70  Spot  Scope 

42  Timebuyer's  Corner 

69  Viewpoint 


^',u 


« 


SPONSOR        (     mbined  with  TV,  US    Radio,  U.S.  FM    «.    ?   1963  SPONSOR   Publication' 

EXECUTIVE,  EDITORIAL,  CIRCULATION,  ADVERTISING  OFFICES:  555  Fifth  Ave.,  Ne- 

York    10017.    212    MUrray    Hill    7-80PO. 

MIDWEST  OFFICE:  612  N.  Michigan  Ave.,  Chicago  1  1,  312-MO  4-1  166. 

SOUTHERN  OFFICE:  Box  3042,  Birmingham   12.  Ala.   205-FA  2-6528. 

WESTERN   OFFICE:  601    California  Street,   San   Francisco  8,  415  YU    1-8913. 

PRINTING  OFFICE:  229  West   28th  St.,   New  York    10001,   N.   Y. 

SUBSCRIPTIONS:  U.S.  $8  a  year.  Canada  $9  o  yeor.  Other  countries  SI  I   a  year.  Smgl 

copies  40c    Pnntp<l  in  USA    Published  weekly.  Second  class  postage  paid  at  N.Y.C 


SPONSOR    19    \M.i  sr  196. 


, 


(5^Q 


WSPD 

Television 


WSPD-TV  AND  ABC... 
WINNING  PAIR  IN  TOLEDO 

AM  of  last  year's  winners  from  ABC  together  with  an  ex- 
citing new  schedule  for  the  coming  season.  This  plus 
WSPD-TV's  local  programming  and  communitv  accep- 
tance make  WSPD-TV  a  winner  in   Toledo. 

This  same  combination  made  WSPD- J \ 
a  winner  m  prime  time  last  season.* 

•    RB  Feb    Mai   I 


Represented  b>    STORER    TELEVISION    s\|ts     is<        ^£ 


(.1  si    196 

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PHILADELPHIA 

CLEVELAND 

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if  SPi> 

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WJC  ■ 

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STORER 

■ 

iPONSOR    19    w 

H-R? 

KNOE  now  has  CBS 

at  540 

Buy  'Em! 


Because  of  the  great  number  of  sensitive  political  situations  around  the 
world  which  affect  the  lives  of  everyone  in  the  booming  Ark-La-Miss  area, 
we  felt  it  necessary  to  have  more  coverage  on  national  and  international 
developments.  So  we  combined  our  own  top  local  news,  music  and  fea- 
tures with  the  worldwide  facilities  of  the  CBS  network  to  provide  the  area 
we  serve  with  even  finer  broadcasting  service,  and  at  the  same  time  as- 
sure our  clients  a  more  effective  medium  for  their  sales  messages. 


KNOE 


MONROE 

ONLY 

STATION 

THAT  SERVES 

ALL  OF 

NORTHEAST 

LOUISIANA  . 

NOW  AT  540  kc  / 

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hes    28    Louisiana    parishes 
ith    bonus    coverage    of    28    counties 
in    Mississippi,    Arkansas    and    Texas 

a    $2  2    billion    market 


for    detaili    contact 

H-R    REPRESENTATIVES 

KNOE 

7  MONROE.    LOUISIANA 

540    KC         5000  WATTS 

A   JAMES   A     NOE    STATION 
EDO  ROUTT,    GENERAL    MANAGER 


SPONSOR    19    m  Gl  m     I '-"53 


PUBLISHER'S 
REPORT 


One  man's  view  of 
significant  happenings  in 
broadcast  advertising 


A   look   at  SPONSOR'S  editorial   objectives 

11  —  iMi  \-wi  to  note,  .i~  I  i. ilk  in  readers   n  stations  and  agencies 
throughout  the  country,  thai  sponsor's  constant  efforts  to  provide  a 
constantl)  improving  editorial  package  don't  go  unnoticed. 

It's  "newsier,"  "livelier,"  "more  vital,"  "more  useful."  I  heai 
Mud  comments  often.  It's  nice  after  IT  years  to  -iill  I"'  known  as  "a 
dot  book. 

With  sponsor's  added  emphasis  on  current  happenings,  one  "i 
tun  suggested  ili.it  ii  might  Ik-  lielplul  to  restate  out  editorial  purpose 
ami  linn  we  differ  from  other  publications. 

So,  exercising  tin'  prerogative  oi  a  publisher's  column,  here  goes. 
sponsor  i-  unique  in  tli.it  it  i-  100' ,  edited  t<>  help  the  advertise!  and 
In-  advertising  agenc)  understand,  evaluate,  use,  and  keep  posted  on 
broadcast  advertising  in  the  Fullest. 

Since  sponsor  i-  .1  national  magazine  it  deals  especially  with 
t\  .mil  radio  advertising  information  of  national  and  regional  interest 

ami  especially  nationa I  9pot. 

In  it-  17  years  sponsor  has  gone  from  .1  monthlj  to  .1  bi-weekl) 
to  .1  weekl)  .1-  the  dynamic  evolution  oJ  it-  industry  required.  In  the 
process  it  expanded  from  an  almost  exclusive  diet  oi  interpretive 
articles  to  a  balanced  stipend  ol  interpretive  articles  and  news. 

Mut  unlike  some  magazines  sponsor  doesn't  tr\  to  cover  the 
waterfront,  sponsor  readers  are  among  tin-  busiest  people  in  the 
world.  Our  jolt  i-  to  -elect  for  them,  each  week,  the  essentia]  infor- 
mation needed  to  keep  them  on  top  ot  die  new-.  We  want  them  to  he 
full)   Confident  that  the  new-  and  trend-  \ital   to  ihein   will   he   found, 

experth  reported,  analyzed,  and  interpreted,  in  each  week-  issue  ot 
sponsor.   We   want   them   to   find    Inn    in   reading     -<>    format   ami 

w  riling  -t%  If  are  important,  too. 

We  ie  constantl)  looking  tor  ways  to  economize  on  then  reading 
time.  I  ve  observed  over  the  years,  and  in  countless  advertising  offices, 
that  a  reader  ma)  receive  seven  or  eighl  advertising  trade  magazines 

hilt    regularl)    read   onl)    a    -elect    lew.    Our    job    i-   to   make   -UK'   thai 
SPONSOR  i-  one  of  the  "11111-1   reading"  hook-. 

Ihu-.    it    you    note    ,1    ne\  er-eiulinj:    pa--ion     lor    improvement     in 

sponsor  if-  because  we  recognize  that  there"-  always  a  bettei   vvaj 
tn  serve  our  reader  and  to  strengthen  hi-  sponsor  reading  habit. 

Right  now  we're  considering  a  repackaging  project  that  will  enable 
"in  readers  to  read  sponsor  mure  easil)  and  ii-.-  ii  better  while 
keeping  the  present  editorial  content  intact.  It*-  part  of  oui  perpetual 
polin  ot  improving  sponsor's  service. 


fr-7-n^t/ 


WPTR 

ALBANY-TROY 

SCHENECTADY 

NY 


P 


KLIF 

DALLAS 
TEX 


0 

O 


DIFFERENT? 


PROMOTION    what's  dtf. 

terent  is  that  WPTR  and  KLIF  by  courting 
and  benefiting  the  public  through  promo- 
tion provide  advertisers  with  an  extra 
edge  .  .  .  it's  an  imaginative  and  proven 
effective  means  of  sales  success  Station 
promotion  gives  WPTR  another  definable 
degree  of  difference  over  the  competition 
It  makes  for  loyal  WPTR  listeners  and 
greater  patromzation  of  the  products  we 
advertise  on  the  air.  Here's  a  sample  of 
the  feeling  station  promotion  generate 


QUOTE  .  could  well  be  the 

team  of  the  year  The  seats  were  sold  out. 
Thanks  to  you  and  the  station  for  every- 
thing '—Al  OeSantis.  Sports  Editor,  Schen- 
ectady Union  Star 

(The  WPTR  Radio  Oneders"  basketball 
team  played  before  over  25,000  people  and 
donated  over  $11,000.00  to  scholarship 
funds  this  past  season.) 

RAT  I N  G  S     -  Promotion  doesn 
hurt    ratings    either.    Check    these    latest 
Pulse  (April    63)  all  day  average  shares 
WPTR       Station  X       Station  Y       Station  Z 
29°o 

Ask  your  East  man  what  WPTR  promotion 
will  do  for  you. 


YES:  WPTR 

Albany-Troy-Schenectady 
VP  &   GEN   MGR:    Perry   S.   Samuels 


robert  e.eastman  *  co.,ui 

np'iiini.rg  major  radio  ilahoni 


SPONSOR    I 'i 


M  (.1  M 


1%  ; 


Fill  it  in.  Tear  it  out.  Mail  to  Blair.  W) 
Once  you've  told  us  who  you're  after, 
our  new  BulPs-Eye  Marketing  Ser- 
vice does  the  rest.  We  dig  into  our 
National  Survey  #1  and  come  up  with 
just  what  you've  been  looking  for. 
Find  out  how  well  America's  most  in- 
fluential group  of  radio  stations  can 
tailor-make  an  audience  to  your  needs 
...with  Blair's  Bull's  Eye  Planning. 


Contact  the  nearest  Blair  office:  New  York— 717  Fifth  Avenue,  New  York  22,  New  York;  Chicago— 
645  North  Michigan  Avenue,  Chicago  11,  Illinois;  Atlanta— 1375  Peachtree  St.,  N.E.,  Atlanta  9, 
Georgia;  Boston— 118  Newbury  Street,  Boston  16,  Massachusetts;  Dallas—  3028  Southland  Center, 
Dallas  1,  Texas;  Detroit— Eleven  Boulevard  W.  Building,  2990  West  Grand  Boulevard,  Detroit  2, 
Michigan;  Los  Angeles— 3460  Wilshire  Blvd.,  Los  Angeles,  California;  Philadelphia— 1617  Penn- 
sylvania Blvd.,  Philadelphia  3,  Pennsylvania;  St.  Louis— 630  Paul  Brown  Bldg  ,  St.  Louis  1,  Mis- 
souri; San  Francisco— 155  Sansome  St.,   San   Francisco  4,   California. 


THE  BLAIR 


GROUP  PLAN 


BLAIR     RADIO 


,\    IM\  ISII  >'.    (  II     |l  >ll\    HI    * 


Product 
Agency : 


CONFIDENTIAL  PRODUCT  PK        ATA 


• 


ire  primarily  interested  III  the  following  type  of  audienci  :  or  thin  ci  . 


I    Audience  Composition 


Hen 

Women 

Adults 

Teens 

Total  Listening 


18-34 


35-49 


50  • 


II   Family  Size 

Large  Families 
Small  Families 


III  Family  Cycle 

Families  with  Children 
Families  without  Children 

IV  Education  Level 


Less  than  High  School 

Some  High  School 

High  School  Graduate 

Some  College 

College  Graduate  or  Higher 

V  Occupation  (Male  Head  of  Household) 

Prof.,  Tech.,  Exec,  Mgr.  ,  Prop. 
Clerical,  Sales 
Craftsmen  (Skilled) 
Operative  (Semi-skilled)  4  Manual 
(Unskilled) 

VI  Family  Income 

Under  53,000 
53,000  -  4,999 

.000  -  7,499 

.500  -  9,999 
S10.000  and  over 

VII  Other  General  Information 


Under  6 


6-17 


Female 


ry/Advert iser  Source 


•  m«<M     .u-j    Sr*    (tVmjfft    onr. 


tu»i*«t  to  <efecf   •    - 


(SPONSOR    HJ    u-c.rsi 


WCAL-TV  does  the  BIG  -selling  job 


MULTI-CITY     TV     MARKET 


This  CHANNEL   8  station 

is  more  powerful  than  any  other  station  in 
its  market,  has  more  viewers  in  its  area 
than  all  other  stations  combined.  Hun- 
dreds of  advertisers  rely  on  its  alert  ability 
to  create  business.  So  can  you.  Buy  the 
big-selling  medium.  Advertise  on  WGAL-TV. 

WGAL-TV 

Channel  8 


STEIN  MAN  STATION    •    Clair  McCollough,  Pres. 


Representative:  The  MEEKER  Company,  Inc.*  New  York  •  Chicago  •  Los  Angeles  •  San  Francisco 
10  SPONSOR    19    \i  (.i  m    1963 


...1 


'SPONSOR-WEEK 


Top  of  the  news 

in  tv/radio  advertising 

19  AUGUST  1963 


Purex-Brillo  merger:  Purex  and  Brillo  have 
agreed  to  mergei  plans.  One  ghare  "I  new 
Purex  cumulative  convertible  preferred  stock 
would  be  given  t<>i  each  Brillo  share.  Purex 
\{H)2  total  t\  gross  time  lulling-  were  $3.4 
million,  almosl  .ill  in  network  i\.  while  Brillo 
billings  (Source:  TvB)  last  \<mi  wen-  $1.4 
million  in  spot,  $52  l.ooo  m  network  i\ .  Com* 
liincd  operations  will  complement  each  othei 
.iikI  will  enable  new  company  to  offer  an  ex- 
panded line  oi  products  through  retail  trade, 
statement  said.  I  >  i  ■  1 1 « >  will  be  operated  as 
autonomous  division.  Brillo  sales  l.i-t  yeai 
were  $26.4  million,  while  foi  Purex  sales 
were  Sll7..'i  million.  Merge]  is  subject  to 
stockholdei  appro>  al. 

Cowles  reports  44c  share:  Cowles  Maga- 
zines .mil  Broadcasting  reports  operating 
earnings  oi  lie  per  share  for  the  first  -i\ 
months  oi  1963.  Cowles  own-  look  and 
Famil)  Circle  magazines,  KRNT-TV-AM, 
Des  Mom.-  and  WREC-TV-AM,  Memphis. 
Station-  showed  .i  substantial  j:aiii  in  gross 
advertising  since  loo:2.  when  the  Memphis 
station  was  acquired,  Cowles  reported.  No 
comparison  oi  earnings  was  made,  because  oi 
inclusion  oi  Star  Publishing  Reports,  not  pre- 
vious!) consolidated. 

McLendon  station  to  ABC:  W5YL  Radio, 
Buffalo,  first  McLendon-owned  station  to  af- 
filiate with  an)  radio  network,  joins  \l>(  on 
I  September.  Board  chairman  and  president 
(.onion  McLendon  said  ABC  was  chosen  be- 
cause it  provided  "greater  in-depth  report- 
ing oi  news  than  \\  SI  I  could  in o\  ide." 

Broadcaster  gets  "oscar":  Frank  Mayfield, 
farm  director  of  \\Ili\  Radio,  Madison, 
wise,  was  one  ot  three  awarded  "Oscar  in 
Agriculture"  for  superior  service  to  the 
farming  industry.   Broadcasters  -\nA  editors 

ot  more  than  50  media  competed  in  program 

sponsored  l>\  DeKalb  Agriculture  Assn. 


TvAR  elects  v. p.:  15-yeai  broadcasting 
ei an  Marvin  I  .  Shapiro  has  been  elected 
ill  relevision  Adver- 
tising  Representa- 
tives. Presentl)  east- 
ern sales  managei  al 
I  \  \ I!.  Sha piro  came 

to     the     lit  III     III      1961 

from  Harrington, 
Rightei  and  Parsons. 
Me     has     spent     five 

■   ,        .  inn    |  i  SHAPIRO 

yeai  -     w  ith     <  lt>- 1  \ 
spot    sales    as    account    executive,    and 
-ei\ed  as  general  sales  managei  <>!  \\ ' 
TV,  Philadelphia. 


\el- 


ha 

VI 


Racial  reverse:  The  racial   issue  i"ok  a  re- 
verse   twist    last    week    when    \le|  .endoii    <   nip. 

had  to  jn-til\  going  to  100'  ,  Negro-oriented 
programing  on  it-  Chicago  station,  bought 
from  \\ (  I  S  md  renamed  W  \  NR,  a  yeai 
ago.  McLendon  said  dropping  <>l  foreign- 
language  programs  and  trend  to  all-Negro 
program  policy  had  actuall)  begun  undei 
former  owners  oi  the  stat who  were  pro- 
graming !!")'.  toi  Negro  audience.  Ft  I 
challenged  the  new  formal  .n^\  went  exhaus- 
tively into  the  situation  in  Chicago  because 
\\  ^i  Ml  had  originall)  promised  to  continue 
loimei  (WGES)  programing  policies,  l»m 
there  had  been  complaints  over  dropping  oi 
foreign  language  segments.  In  a  length)  de- 
fense sum-up,  W  ^  NR  said  their  original  ex- 
pectation oi  continuing  WGES  policy  was 
voiced  al  the  proper  time,  in  the  application 

and   it   was  not  until   later  lli.it  close!    Stud) 

ot  the  li-tt  ner-  to  be  served  convinced  them 

oi    the    need    to   <  hai  j 

Ford  spots  to  Garroway:  \  year-long  w 
oi  Ford  radio  and  t\  commercials  are 
planned  with  Have  Garrowaj  as  "the  voice 
ot  Ford  for  1964."  Starting  with  Ford's  in- 
troduction  oi  its  |o<>j  model,  the  -cue-  i- 
scheduled   foi   Septembei   airing. 

SPONSOR  WEEK  continues  on  page  12 


SPONSOR    |>t    M  ,a  m     I 


II 


'SPONSOR-WEEK 


Bristol-Myers  launches  3:  Multi-million-dol- 
lar ;id  drive  t<»  support  national  intro  of  three 
new  products — Score,  clear  cream  hair  prep- 
aration for  men;  Han  Cream,  companion  to. 
Ban  Roll-On  deodorant;  Softique,  beauty 
hath  oil.  This  makes  12  high-volume,  pro- 
moted products  manufactured  by  B-M  Prod- 
ucts Div.,  more  than  twice  the  number  of 
any  other  manufacturer  in  same  field,  ac- 
cording to  div.  prexy  William  M.  Bristol,  III. 
Majority  of  dozen  were  introduced  in  last  15 
years,  including  six  in  last  three  years.  Ex- 
tensive testing  using  only  tv  and  sampling 
took  place  in  Nielsen  Area  #23  (Buffalo, 
Syracuse,  Rochester)  for  Score,  and  in  Niel- 
sen #5  (Minneapolis-St.  Paul)  for  Softique. 
Tv  and  print  were  used  to  test  Ban  Cream  in 
Nielsen  #9  (St.  Louis  area).  The  national 
campaign  for  all  three  gets  under  way  the 
week  of  15  October;  Bristol  said  each  prod- 
uct will  be  supported  with  largest  ad  appro- 
priation ever  put  behind  a  new  item  in  their 
respective  categories.  He  adds  that  B-M  puts 
"'greatest  weight  of  advertising  behind  its 
products  of  any  health  and  beauty  aids  manu- 
facturer ...  to  insure  that  millions  of  people 
know  the  product  is  available,  and  what  it 
will  do  to  contribute  to  their  needs."  Ban 
Cream,  via  Ogilvy,  Benson  &  Mather,  will  be 
in  exclusive  nighttime  network  announce- 
ments, nighttime  web  participations  in  every 
Ban  Roll-On  commercial  ("Mr.  Novak," 
"Monday  Night  at  the  Movies"  "Rawhide," 
"Defenders"  "Candid  Camera"),  Monday- 
Friday  daily  daytime  participations,  heavy 
spot  saturation  in  major  tv  markets.  During 
the  introductory  26  weeks  for  Softique,  via 
Doherty,  Clifford,  Steers  &  Shenfield.  a  regu- 
lai  schedule  of  prime-time  participations  is 
-'■t  m  "Monday  Night  at  the  Movies.'  ■■Can- 
did Camera."  and  other  top  B-M  shows,  plus 

a  heav)  schedule  of  spot  t\  in  leading  mar- 
kets, a  major  sampling/couponing,  and  a 
Softique  Sweepstakes.  Score,  through  Grey, 


Top  of  the  news 

in  tv/radio  advertising 

(continued) 


will  use  network  t\  and  local  spots  in,  and 
adjacent  to,  prime  time,  plus  sampling  at 
various  athletic  events  during  the  fall. 

Oil's  tv  billings  up:  Tv  expenditures  for  all 
brands  of  gasoline  and  lubricants  rose  from 
$40,606,956  in  1961  to  a  high  of  $43,523,- 
598  in  1962.  an  increase  of  7,2%,  TvB  re- 
ports. Among  15  leading  advertisers,  gross 
time  billings  in  network  and  spot  tv  totalled 
$39,743,528  in  1962.  compared  with  $37.- 
216,566  in  the  previous  year.  Tv  led  all 
other  measured  media  with  billings  account- 
ing for  58.7r<  of  total  media  expenditures. 
Spot  billings  for  1962  were  $26,118,000. 
network  billings  $17,405,598.  Texaco  re- 
mains number  one  advertiser,  with  Shell 
succeeding  Gulf  in  second  rank,  though  the 
latter  upped  tv  total  more  than  $200,000. 

Communications  Cartel?:  FCC  and  Comsat 
have  buried  the  hatchet  over  the  communica- 
tions satellite  corporation's  financing — but 
the  ultimate  decision  on  FCC  administration 
of  international  communications  carriers  in 
the  U.S.  may  shatter  antitrust  precedents  by 
merging  the  whole  kit  and  caboodle.  FCC 
chairman  E.  William  Henry  has  apparently 
been  convinced  by  recent  letter  exchange  that 
the  Comsat  board  is  going  ahead  as  last  as 
possible  with  its  financing  and  research  plan>. 
He  told  American  Bar  Association  meeting 
in  Chicago  Thursday  that  commission  and 
Comsat  had  reached  basic  agreement,  and 
that  regardless  of  other  developments  in 
cable  and  satellite  communications  plans, 
Comsat  was  to  go  lull  speed  ahead  on  its  own. 

Nielsen  and  newspapers:  A.  C.  Nielsen  is 
moving  ahead  with  plans  to  offer  newspaper 
data.  New  report  from  compan)  says  first 
audience  report  will  he  available  in  the  win- 
ter of  L963.  Nielsen  magazine  data  intro- 
duced earlier  brought  objections  from  broad- 
Casters  because  ol   inter-media  comparison-. 

SPONSOR-WEEK  continues  on  page  14 


1L' 


SPONSOR    19    \i  (.i  m    \% 


FIRST  EVERY   DAY... 

And  Here's  Why. . . 

•    EXCITING,  COLORFUL  LOCAL  PROGRAMMING 

Central  New  York's  greatest  news  department;  Upstate  Ni 

only  live  musical  variety  show;  celebrity-filled  live  women's  show; 

outstanding  documentaries  that  out-rate  network  programs. 

GREATEST    TV    PERSONALITIES 

Fred  Hillegas,  Joel  Maremiss,  Jerry  Barsha  and  experienced  r 
staff  of  seven;  Denny  Sullivan  and  the  WSYR  Gang,  musical  va- 
show  starring  Eileen  Wehner  and  Fred  Knck;  Bill  O'Donnell,  sports; 
Ed  Murphy,  movies  and  weather;  Kay  Russell,  women;  "Salty  Sam," 
Popeye  host.  Central  New  York's  greatest  salesmen! 

•    BEST   TECHNICAL    FACILITIES 

Central    New   York   —   first   with   color;    first 

with    video    tape;    first    with    a    modern, 

completely-equipped   TV   center   and   the 

only  channel  with  maximum  power  at 

maximum  height. 

•    EXPERIENCE    AND    "KNOW-HOW" 
A   topflight   veteran   staff   directed 
by    executives    averaging    more 


than  20  years  at  WSYR-TV. 
No  "Johnny-come-latelies," 
these. 

•    OVERWHELMING 
SUPERIORITY 

•WSYR-TV  delivers  38 
per  cent  more  homes 
than  the  No.  2  station. 


24  Counties 
656.700  TV  Homes 
2,470,800  in  Population 
$4,813,849,000  in  Buying  Power 
S3, 129. 621. 000  in  Retail  Sales 


Get  the  Full  Sfrj  j,;m  HARRINGTON,  RIGHTER  &  PARS 


: 


NSOR    19    vt  ...  n    1963 


IS 


'SPONSOR-WEEK  j  ™F  ne 


At  the  White  House:  Nation's  first  residence 
librar)  will  lutvc  number  of  advertising  and 
media  hooks.  List  of  1780  titles  compiled  In 
experts  for  White  House  library  include: 
Joseph  T.  Klapper's  "The  Effects  of  Mass 
Communication";  "The  Age  of  Television" 
l>\  Leo  Bogart;  "The  People  Look  at  Tele- 
\i-ion"  by  Gary  Steiner;  "The  Organization 
Man"  by  William  H.  Whyte;  and  "The 
Lading  American  Newspaper"  by  Carl  E. 
Lindstrom. 

RAB  applauds  4A:  Citing  4A  "white  paper" 
( see  page  33 )  on  radio  research  as  a  "major 
contribution  to  understanding  of  the  existing 
needs,"  RAB  administrative  v. p.  Miles 
David  especially  commended  proposal  for 
methodology  study  similar  to  RAB\s.  The 
Radio  Advertising  Bureau  has  been  "work- 
ing closely  with  agencies  and  advertisers  on 
4A  report  committees  and  with  the  Advertis- 
ing Research  Foundation"  in  developing  its 
study. 

Continental  clean-up:  Continental  Wax 
hopes  to  clean-up  on  radio  and  t\  w  ith  10.000 
spots  introducing  the  new  Continental  Six 
Brand  Clean  and  Clear  Flooi  Wax.  Pro- 
motion will  be  conducted  on  a  market-bv- 
market  basis  starting  immediately  and 
spearheaded  by  a  broad  broker-oriented 
sales  program.  Agenc\  i-  Curtice  York, 
Mount  \  cinon. 

Swezey  will  resign:  NAB  code  authority 
director  Robert  D.  Swezev  advised  he  will 
discontinue  NAB  services  when  his  contract 
expires  1 5  ( )etober.  Swezev .  in  memo  to  mem- 
bers dI'  NAB's  Radio  and  Television  Code 
Review  Boards,  called  his  post  "a  prickly  in- 
dustry assignment  which  should  be  passed  on 
periodically   in  order  that   it   may  have  the 


continuing  benefit  of  the  best  energies  and 
ideas  of  various  qualified  people."  NAB  pres- 
ident LeRoy  Collins  expressed  regret  and 
said  he  hoped  Swezey  would  assi-t  with  prep- 
arations for  and  holding  of  anticipated  meet- 
ings of  the  Code  Review  Boards. 

CBS  contributes  to  ETV:  CBS  will  contribute 
$250,000  to  Community  Television  of  South- 
ern California  (channel  28).  making  possi- 
ble the  educational  station's  innovation  and 
maintenance  of  operations  on  a  sound  finan- 
cial basis.  CTSC  board  chairman  Dr.  Lee 
DuBridge  credited  CBS  president  Dr.  Frank 
Stanton  with  "demonstrating,  by  public  state- 
ment and  positive  support,  a  strong  grasp  of 
the  television  medium." 

Startime  in  demand:  NBC  has  received 
more  than  500.000  orders  for  Startime.  mag- 
azine previewing  network's  1963-1961  sched- 
ule. The  40-page  program  guide,  containing 
220  photographs,  was  offered  to  viewers  for 
25^  Closing  seconds  of  an  NBC  series  of 
one-minute  on-the-air  promotional  films  spot 
advertise  Startime. 

Newsmakers:  Earle  H.  Raste,  Jr.  has  been 
named  managing  director  of  KSDO,  San 
Diego,  a  Gordon  station.  He  has  served  as 
manager  of  Gordon's  K.BLZ.  Phoenix  .  .  . 
James  R.  Hill  has  been  named  vice  president 
in  charge  of  client  service  for  Leo  Burnett. 
Il<  has  served  with  agency  since  1955  .  .  . 
Peter  G.  Levathes  is  elected  senior  vice  presi- 
dent and  general  executive.  \Iaxon.  Levathes 
was  director  of  media  and  t\  at  ^  «\  R  until 
1959.  later  was  president  of  tv  company  of 
20th  Century-Fox  and  executive  vice  presi- 
dent of  film  company  in  charge  ol  all  pro- 
duction. 

SPONSOR-WEEK  continues  on  page  50 


II 


SPONSOR    19    \i  (.i  m    I!" 


(  A'lr,  ,  ' 


THESE  ARE  TIMES  THAT  TRY  MEN'S  SOULS 

(Time  Buyers'  Souls,  That  Is) 


Every  time  buyer  wants  to  buy  the  best  avail- 
abilities on  the  best  stations  for  his  clients. 
There  isn't  a  doubt  that  if  a  time  buyer  had 
time  to  go  forth  in  the  land  and  watch  and 
listen  in  each  market  he  could  buy  the  best 
availabilities  on  the  best  stations.  But  he 
doesn't  have  the  time.  To  paraphrase— A  time 
buyer  is  without  time  in  his  own  country. 

He  has  leaned  heavily  on  research  to  take  the 
place  of  on-the-spot  listening  and  viewing. 
Now  rightly  or  wrongly  some  of  his  research 
is  questioned.  The  Congress  of  the  United 
States  spent  months  investigating  ratings,  and 
the  newspapers  spent  months  in  front  page 
reporting  of  these  investigations.  Out  of  this 
toil  and  turmoil  and  smoke  and  fire  there 
omes  a  growing  appreciation  of  many  other 
factors  in  the  profile  of  a  good  station,  and 
most  time  buyers  search  for  these  factors. 

Although  historically  KRNT  and  KRNT-TV  have 
iad  tremendous  ratings  and  have  them  now, 
we  set  down  here  some  other  factors  which 
most  people  consider  of  great  value. 

1.  We  at  KRNT  Radio  and  TV  recognize  our  re- 
sponsibility   to   our   community.    We    are    kind 

nd  gentle  people  in  this  phase  of  our  opera- 
tion. And  not  just  in  the  city  of  Des  Moines.  For 

xample,  our  Sunday  worship  service  is  put  on 
oy  churches  from  all  over  our  prime  26-county 
nrea  as  well  as  Des  Moines.  Over  150  out-of- 

es  Moines   churches   have   participated. 

t's  a  lot  harder  for  us  to  work  with  this  many 
:hurches,  but  it's  a  lot  more  satisfying  and  pro- 
ides  the  kind  of  service  we  think  a  television 
Nation  should  provide.  You  should  read  the 
etters!  And  this  is  only  one  of  scores  of  our 
dedicated   eleemosynary   activities. 

•ast  year  on  KRNT-TV  we  broadcast  4,600 
ublic  service  announcements  and  gave  480 
arogram  hours  to  public  service  organizations. 
3n  KRNT  Radio  we  broadcast  20,450  an- 
nouncements  and    gave    596    program    hours. 

ifONSOR    19    \i  (.i  si    I" 


In  addition,  many  hours  were  spent  counseling 
with  these  groups  and  many  good  deeds  done. 

2.  Wherever  you  go  News  and  Sports  are  the 

two  commodities  by  which  smart  people  judge 
radio  and  television  stations.  We're  rough, 
tough  competitors  in  this  area  of  operation 
We've  got  a  big-time  News  and  Sports  opera- 
tion. We  measure  up.  Nine  full-time  profes- 
sional newsmen.  All  can  shoot  and  edit  their 
own  film  .  .  .  run  their  own  audio-tape  ma- 
chines .  .  .  write  their  own  stories  .  .  .  and  pre- 
sent them  on  the  air.  This  represents  over  a 
hundred  years  combined  experience. 

Ours  is  a  fabulously  successful  news  oper- 
ation. Our  10  o'clock  TV  News  is  one  of  the 
most  watched  newscasts  in  a  multiple-station 
market  in  America.  It  has  the  same  two  spon- 
sors now  as  when  it  went  on  the  air  eight  years 
ago! 

Most  people  in  Central  Iowa  get  their  sports 
news  on  our  stations.  Last  season  our  two  top 
sportscasters  did  over  87  football  and  basket- 
ball play-by-play  broadcasts  in  addition  to  two 
daily  sportscasts  on  radio  and  two  on  TV.  Soon 
again  they'll  start  their  play-by-play  coverage. 
And  again  this  Fall  the  three  football  coaches 
of  the  largest  universities  in  Iowa  will  be  seen 
exclusively  on  KRNT-TV  in  the  Des  Moines 
market. 

3.  It's  a  fact  that  eight  of  our  present  TV  Per- 
sonalities were  with  us  when  we  went  on  the 
air  eight  years  ago.  On  KRNT  Radio  we  have 
seven  air  people  who  have  been  with  us  fif- 
teen of  our  twenty-eight  years.  This  includes 
our  News  Director  and  Managing  News  Editor 
for  Radio  and  TV.  That's  real  stability.  You 
need  stability  to  build  audience  loyalty  to  the 
stations  .  .  .  loyalty  to  the  personalities  .  .  . 
loyalty  to  the  products  they  represent.  Knowl- 
edgeable tradesmen  agree  that  programs  with 
such  permanent  adult  air  personalities  will  do 
a  better  job  than  the  ones  that  may  have  three, 
four  or  five  personalities  popping  in  and  out 
within  a  few  years.  We've  proved  that  people 

•  i  tontinued  <>n  page  56  • 


l 


2  Special     Hooper 

U  rv       report.    May- 
/<-'       June     1963,     on 
•ution. 

FM  set  ownership  in 
Houston  market 

K'C^L1^  •   the   FM 

station  with  AM  type  share  of 
audience.  .  .with  an  8.8  Sun- 
day Hooper  (May  1963),  tops 
6  AM  stations  in  Houston! 

280,000  WATTS  OF  PURE  PLEAS- 
URE, 88  HOURS  WEEKLY  STEREO 


K?Q5 


Affiliated   with    K-NUZ.   Houston        KAY-C 
and  KAY-D-FM,  Beaumont 

See  Katz,  or  call 

Dave  Morris,  JA  3-2581,  Houston 


"DATA  DIGEST 


Basic  facts  and  figures 
on  television  and  radio 


Women  like  baseball  on  tv 

Women's  varied  interest  in  spoil-.,  reported  in  sponsor,  8  July, 
is  further  amplified  in  a  new  Nielsen  analysis.  Football  and  baseball, 
the  two  examples  cited,  reveal  the  widest  differences  in  men  versus 
women  viewers.  Nielsen  notes  the  spread  was  probably  due  in  large 
part  to  the  weekday  versus  weekend  differences  in  the  availabl 
audience. 

Based  on  the  calendar  year  1962,  the  composition  of  the  homd 
audience  for  the  two  sports  looked  like  this: 


1 


Men 

Women 

Teens 

Children 

Football 

49% 

26% 

11% 

14% 

Baseball 

36% 

44% 

9% 

11% 

Thus,  Nielsen  says,  (excluding  teens  and  children)  men  constitute 
two  thirds  of  the  football  audience,  but  are  substantially  outnumber] 
by  women  in  the  baseball  audience. 

Nielsen  also  takes  a  look  at  network  sports  programs  during  1962.1 
For  each  of  eight  major  sports  is  shown  the  average  audience  ol  tlu] 
highest-rated  program,  in  millions  of  homes  and  as  a  share  of  homes 
using  television. 

TOP   PROGRAMS   IN   EIGHT  SPORTS   CATEGORIES 
1962  SEASON 


College  football 


Millions  of  homes 
at  average  minute 

15.2 


Share  of  homes 
using  television 

57% 


Professional  football 

14.1 

68% 

Baseball 

11.7 

71% 

Horse  Racing 

8.2 

69% 

Bowling 

5.1 

17% 

Boxing 

5.0 

18% 

Golf 

4.0 

29% 

Basketball 


3.7 


13% 


Ifi 


SPONSOR    19    \i  (.i  m    196 


Why  KBTV  Bought  Volumes  3, 4, 5  and  7 
of  Seven  Arts'  "Films  of  the  50s 


i»  — »» 


SciyS    JOhn    C.   MUlMnSI  President  and  owner  of  KBTV,  Denver.  Colorado 
There  is  no  sure  thing  as  far  as  television  programming  is  concerned,  but  there  is 


than  Seven  Arts'  'Films  of  the  50's'! 

"With  the  184  Warner  Bros,  and  20th  Century-Fox  features  we  have  recently  acquired 
we  are  looking  forward  to  dominating  feature  film  programming  in  Denver  for  the 
next  three  years. 

'For  example,  we  had  ARB  do  a  coincidental  for  our  prime  time  debut  of    Mr    Roberts' 
on   January   19  from  9:00- 11:00  P  M.   We   scored  an  Average  Rating  of  32 
with  a  65%  Share-of-Audience!    How's  that  for  insurance?'' 


SEVEN  ARTS 

ASSOCIATED 

CORP. 


A  SUBSIDIARY  OF  SEVEN  ARTS   PRODUCTIONS.   LTD 
NEW  YORK    200  Par*  Avenue  972-7777 

CHICAGO  4630  Estes.  l.ncoinwood.  in         ORcharrj  4-5105 
DALLAS    564 1  Charleston  Drive  AD*ms  9-2855 

LOS  ANGELES  3562  Royal  Woo*  Drive  Sherman  Oaks.  CaM 

STate  8-8276 
TORONTO.  ONTARIO   1 1  Adeta.de  St  West     EMr*r»47I93 


For  list  of  TV  stations  programming  Seven  Arts   "Films  of  the  50  s"  see  Tn.rd  Cover  SROS  (Spot  TV  Rates  end  Data) 


Who's  generous  to  a  fault? 

(not  us) 


True,  someone  might  think  we 
were  do-gooders  the  way  we  get 
so  involved  in  public  service.  But 
we're  not  really.  It's  just  that 
we're  dynamically  interested  in 
the  community . . .  and  so  is  our 
audience. 

That's  why  we  take  extra  pains. 
Like  our  full-time  Public  Service 
Director.  He  doesn't  just  attend 
civic  luncheons.  Or  wait  to  receive 
announcements  written  in  long- 
hand by  nice  little  ladies.  He  cre- 
ates. He  plans.  His  goal :  building 
community  interest  (resulting  in 
an  alert  audience  for  your  mes- 
sage). He  does  his  job  well.  For 
instance,  Heart  Saturday  -  prac- 
tically a  full-day's  programming 
devoted  to  an  on-the-air  panel  of 
distinguished  doctors  answering 
listeners'  questions  about  heart 
surgery,  health,  disease.  So  suc- 
cessful that  even  with  additional 
lines,  our  switchboard  was 
jammed  for  six  solid  hours.  And 
then  there  was  Hurricane  Carla 
Relief  resulting  in  a  full  plane- 
load of  food  and  clothing  for  dis- 
aster victims.  Or  Sabin  Oral 


Sunday.  Or  Income  Tax  Day.  Or 
a  hundred  other  special  events. 
Adding  up  to  nearly  $250,000  free 
air  time  a  year  for  more  than  500 
different  organizations.  Sounds 
like  a  lot.  And  it  is. 
But  that's  really  only  half  the 
story  .  .  .  when  you  consider  the 
public  service  concept  behind 
Southwest  Central's  authorita- 
tive, accurate  news  ...  or  the 
leadership  in  community  activi- 
ties by  our  personnel. 
The  result?  Rapport  with  our 
audience.  Take  advantage  of  it. 
Call  your  Petryman. 


WFAA 

820 


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


'SPONSOR-SCOPE 


19   AUGUST    1963 


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


Who  says  regional  tv  program  buys  are  a  vanishing  breed?  Note  this  new  buy: 

Through  the  San  Francisco  office  oi  Foote,  Cone  «.\  Balding,  the  biggeal  food 
company  in  the  Pacific  Northwest  Nalley*s  In<\  hai  signed  for  co-aponaoranip, 
on  a  15-station  IBC  l\  regional  loop.  Ozzie  &  Harriet  lot  the  1963*64  season. 
Sharing  coats  is  the  Amei  ican  Dan     laeociation. 

Nallc\'-  also  plana  to  backstop  this  <  ampaign  with  heavy  nighttime  spot  t\ 
schedules,  starting  next  month,  (oi  its  potato  chips,  *I\I  ,"  and  "XLNT"  canm-d- 
goods  lines. 

The  video  activity  is,  in  the  words  oi  Nalley'a  marketing  director  Robert  T. 
Rote,  "'the  higgest  television  campaign  in  the  company's  history." 


ANA  stated  some  official  positions  yesterday  (18  August)  in  Joe  Kaselow's  column. 

H.utn  Schroeter,  \\A  chairman  and  a  v. p.  of  National  Biscuit  Co.,  sounded 
off  to  the  \<u  York  Herald-Tribune's  ad  columnist  thuslv  on  a  number  of  pertinent 
ad  topics. 

•  Tv  Rntin^y.  "Advertisers  must  have  data  on  the  size  and  composition  of  t\ 
audiences  it  the)  are  to  buy  tv  facilities  and  programs  wisely  .  .  .  Ratings  are  a  highly 
useful  tool,  on  the  whole  valid  and  adequate,  provided  we  understand  the  limitation- 
of  the  sampling  .  .  .  \t  tin'  same  time,  there  are  undoubtedly  opportunities  and  p<>--i- 
bilities  for  improving  national  audience  ratings."  (Schroeter  voted  his  support,  on 
behalf  of  ANA.  for  NAB's  improve-the-ratings  program. ) 

•  f.ocal  Tr  Programs:  "Some  people,  for  instance,  contend  that  there  arc  not 
enough  cultural  events  on  the  air  .  .  .  not  enough  public  affairs  programs  .  .  .  not 
enough  local  originations  ...  far  too  much  film  production  concentrated  on  n 
appeal.    Reliable  ratings,  like  the  theater  box  office,  are  an  essential  tool  to  help 
(broadcasters)   fulfill  this  responsibility  in  the  public  intei. 

•  Racial  problems:  "While  every  advertiser  is.  of  course,  responsible  for  bis 
own  advertising.  \\  \  as  an  organization  participated  in  the  formulation  of  th» 
recent  policy  statement  subscribed  to  by  all  segments  of  the  broadcast  industry, 
including  union  and  employer  representatives  ...  I  am  confident  that  thi*  statement 
reflects  the  convictions  of  national  advertisers  as  a  group." 


More  thought  on  this  last  topic,  this  time  from  the  Hollywood  production  front. 

Uways  sensitive  to  public  opinion.  mm\  <I<miM\  m>  in  film  tv.  Hollywood  is  cur- 
rently doing  some  backstage  soul-aearching  concerning  recent  demands  made  by 
various  Negro  social-pressure  groups.  \  tv  associate  producer  recently  told  us  in 
Hollywood: 

"We're  being  asked  to  include  running  part-  ro  actors  in  our  fall  sh 

This  is  commendable,  but  what  do  you  do  it  von  have  an  action-adventur- 
like  a  western  or  a  costume  series,  where  there  wasn't  i  Negro  within  a  thon- 
miles  of  your  historical  location?  It's  quite  a  problem." 

WKOB/19  august  1963  19 


"SPONSOR-SCOPE 


(CONTINUED) 


Dept.  of  Advanced  Communications  —  Or,  How  Chic  Can  A  Telefilm  Deal  Get? 

A  publicity  release  from  Louis-Lawrence  Public  Relations  (a  flackery  which 
prefers  to  set  its  letterhead  name  in  lower  case,  as  in  e.  e.  cummings)  last  week 
announced  it  was  handling  p.r.  for  commercials  producer  Fred  Mogubgub  and 
quoted  its  new  client  as  saying: 

"All  the  details  were  taken  care  of  with  Louis-Lawrence  account  exec  Sam 
Ferbish  via  long  distance  telephone  between  New  York  and  the  Riviera  where  Sam 
is  vacationing." 

Hold  it,  Sam,  baby  .  .  .  Elsa  Maxwell's  on  the  second  line  .  .  . 


Daytime  television  is  showing  strong  national  advances  in  the  Nielsen  rankings. 

Analysis  of  Nielsen  Television  Index  data  by  CBS  TV  shows  many  time  periods 
during  the  day  with  increased  ratings  during  the  second  quarter  of  1963.  Following 
are  the  sets  in  use  (average  audience  per  minute  during  daytime  quarter  hours)  for 
early  afternoon  hours,  Monday  through  Friday: 


1962 
April-June 

1963 

April-June 

1:00  pm 

21.1 

22.8 

1:15 

21.2 

23.2 

1:30 

21.6 

24.0 

1:45 

21.8 

23.8 

2:00  pm 

19.7 

21.4 

2:15 

19.3 

20.9 

2:30 

18.6 

19.6 

2:45 

18.8 

19.5 

3:00  pm 

18.4 

19.1 

3:15 

19.1 

19.7 

3:30 

19.0 

19.7 

3:45 

19.7 

212 

...  And  still  more  new-product  promotions  are  making  their  air  debuts. 

A  new  wine-flavored  barbecue  sauce  is  being  tested  in  the  Pacific  Northwest  and 
West  Central  states  by  R.  T.  French  Co.,  via  J.  Walter  Thompson. 

Pillsbury's  new  group  of  20  "convenience"  suppers  is  being  tested  in  the  Mid- 
west, via  Campbell-Mithun. 

General  Foods  is  trying  out  a  new  pull-tab  can  version  of  its  Birds  Eye  Lemon- 
ade, via  Young  &  Rubicam. 

New  products  often  spell  new  money  for  broadcast  media;  see  story,  this  issue, 
page  29. 

20  SPONSOR   19  august  I9< 


"SPONSOR-SCOPE 


CONTINUED) 


With  all  the  odds  against  it,  radio  drama  is  having  something  of  a  renaissance. 

I  In-  individual  dealt  are  leldom  blockbusters,  but  in  the  aggregate  the)  are 
forming  an  interesting  pattern  which  agencies  and  advertisers  would  !><■  well-advised 
ii>  watch. 

\lo-t   recently,  there   weie  announcements  tli.it    ABC   Radio   U   planning   I   new 

nighttime  drama  series  to  showcase  new  writers  and  actors  much  as  Columbia  if  ork 
shop  once  did,  and  thai  The  Shadow  had  gotten  AFTRA'a  blessing  foi   i  syndicated 

re\  ival. 

Earlier,  the  (,)XR  Network,  on  behalf  of  General  Electric,  had  a  short-term  whirl 
.it  stereo  radio  drama  (an  interesting  "new  frontier"  in  it-elf),  and  stations  in  such 
major  markets  a.-  New  ^  ork  and  Cleveland  made  plan-  tor  local  dramatic  radio 
programs  or  planned  showcases  for  recorded  dramatic  fare. 

One  need  only  check  the  -ale-  oi  long-play  allium-  to  find  that  "spoken  word" 
releases,  poetry   reading-,   live  comedv   performances,   and   drama-   are   doing   well. 

\\  hy  all  this?  Possibly  it's  part  of  the  so-called  "cultural  explosion*1  since  man) 
oi  the  radio  shows  have  arty  overtones.  Possibly  it's  a  reaction  to  the  "literal"  quali- 
ties of  tv  and  movies,  and  a  partial  public  swing  in  favor  of  radio'-  "the  iter  of  the 
imagination"  where  set  costs  are  no  problem. 


What  sort  of  image  does  the  word  "grandparent"  evoke  for  you?  Well,  you  might  be  all  wrong. 

The  traditional  image  is  a  dear,  sweet  old  -iker-haired  couple,  sitting  on  the 
porch  rocker  and  talking  of  the  good  old  days,  and  wondering  where  the  next  dollar 
i-  coming  from. 

This  picture  is  getting  out  of  date,  according  to  the  Institute  of  Life  Insurai 
rhev're  just  as  likely  to  be  a  smart-looking  executive  and  hi-  still-attractive  wife 
headed  for  a  vacation  resort  in  an  expensive  sports  car.  their  children  no  longe 
burden. 

Says  the  Institute:  "Many  grandparents  today  are  in  their  40's  and  50's,  and 
-line  all  indications  point  to  the  continuation  of  the  early-marriage  trend,  the  numlx-i 
of  young  grandparents  is  likely  to  increase.  From  an  economic  point  of  view,  their 
financial  needs  will  be  lessened  while  their  income  probablv  will  lw»  right  at  its  peak ." 

The  lesson  for  marketing  expert.-  i-  fairk  clear. 


Ampex  is  still  adding  new  wrinkles  to  its  video  tape  recorders. 

Latest:  a  new  tip  material  for  video  head  assemblies  called  "Alfe-il."  which 
has  shown,  in  field  te-t-.  "increases  up  to   H)0r<    over  previous  tip  materials,*1 
well  as  better  magnetic  properties,  output  and  color  performance. 

Ampei  will  refurbish  existing  heads  (price  $550)  with  the  new  material,  which 
replaces  Alfenol. 

Not  always  realized  even  by  those  who  work  frequently  in  live  or  taped  U 
that  there  i-  a  considerable  wear-\-tear  in  video  tape  machine.-.  Each  "pa--"  of  th<- 
tape  through  the  playback  system  wear-  a  microscopic  layer  off  its  surface  land  off 
•>. I  the  playback  head),  so  that  a  tape  is  fairly  well  shot,  for  video  purposes,  aftel 

or  K)0  playings.    The  number  of  playbacks  in  anv  video  ta|>e  i-  not  "indefinite." 


^SPONSOR-SCOPE 


(CONTINUED) 


22 


Telefilms  are  a  major  source  of  income  to  dramatic  actors,  and  the  income's  rising. 

For  the  fiscal  year  ending  1  November  1962,  Screen  Actors  Guild  collected 
more  than  $6  million  worth  of  residuals  from  telefilms  for  its  members. 

In  the  current  fiscal  year,  so  far,  the  Guild's  collections  have  been  "28%  over 
the  corresponding  period  a  year  earlier." 

Last  month,  residual  payments  were  almost  a  million  dollars,  a  jump  of  42% 
over  the  same  month  in  1962. 

These  residuals,  incidentally,  do  not  include:  (1)  special  deals  which  call  for 
tv  residuals  on  theatrical  pictures  now  included  in  tv  packages;  (2)  AFTRA  live-tv 
residual  payments  for  taped  shows  televised  again  in  the  U.S.  or  in  overseas  show- 
ings; (3)  the  sizeable  sums  paid  actors  for  re-use  of  filmed  tv  commercials;  (4) 
residuals  paid  actors  for  doubling  in  such  creative  capacities  as  writers  or  directors. 


The  Tv  Information  Office  likes  the  idea  of  promoting  tv  to  "opinion  makers." 

Currently,  TIO  is  boosting  the  monthly  low-pressure  bulletin  published  by 
WNBC-TV,  New  York  to  other  stations,  and  suggesting  they  do  likewise. 

Now  six  months  old,  the  WNBC-TV  monthly  report  started  with  a  circulation 
of  2,000  and  has  since  upped  it  to  some  5,000  local,  regional  and  national  notables 
including  editors,  clergy,  labor  leaders,  city  and  state  lawmakers,  and  —  under- 
standably —  to  FCC  commissioners.  Many  top  admen  also  get  the  bulletin. 

A  four-page  offset  job,  the  WNBC-TV  report  deals  primarily  with  non-network 
shows  televised  by  the  NBC  flagship  which  have  special  educational  or  cultural  signifi- 
cance.  It's  put  together  by  station  publicity  chief  Al  Slep. 


Guess  how  much  mail  WABC,  New  York  has  received  this  year  so  far. 

One  hundred  thousand  pieces?    A  million?    Ten  million?    Keep  going. 

The  latest  count  is  —  and  get  a  good  grip  on  your  stamp  collections  — 
60,219,721. 

This  whopping  total,  more  than  most  U.S.  post  offices  handle  in  a  year,  has 
been  largely  (in  fact  almost  entirely)  due  to  a  "Principal  of  the  Year  Election" 
which  the  station  has  been  running,  which  pulled  nearly  20  million  pieces  of  mail 
during  the  month  of  July. 

The  station's  top  mail-pulling  deejay,  Bruce  Morrow,  pulled  a  mere  (by  com- 
parison) 2,229  talent-mail  items  during  the  same  month. 


Commercial  banking,  largely  a  localized  business,  has  set  a  "national"  tv  campaign. 

Signed  by  ABC  TV  for  a  12-week  participating  sponsorship  on  Wide  World  of 
Sports  starting  5  October  is  The  Foundation  for  Commercial  Banks.  It's  the  Founda- 
tion's first  venture  into  network  tv. 

The  bank  group  is  out  to  do  battle  with  straight  savings  banks  and  savings-&-loan 
firms,  stressing  "the  benefits  of  full-service  commercial  banking." 

The  Foundation  has  plenty  of  weight  behind  it.  Membership  includes  more 
than  5,200  banks  with  70%  of  the  nation's  deposits.  Agency  is  Guild,  Bascom  & 
Bonfigli  (New  York  office). 

SPONSOR/ 19  august  1963 


Only  WGN-TV 

can  offer  advertisers 

balanced  programming 

to  reach  all  Chicago ! 

[ So  choose  your  New  Years  entertainment  now  /] 


WGN-TV  is  celebrating  the  New  TV  Year 

right  now  with  new  programming. ..dozens 

of  all-new  shows  and  stars  for  the  whole 

family.. .programs  for  every  advertiser 

to  reach  every  audience!  And  in  keeping 

with  the  New  Year  you'll  find  more 

programs  than  ever  are  in  color. 


/ 


Exciting  fitst  tun  films  I 


WILL  SUCCESS  SPOIL  ROCK  HUNTER,  Jayne  Mansfie 
DESK  SET.  Spencer  Tracy  •  DREAM  WIFE,  Cary  Gra 
HATFUL  OF  RAIN.  Eva  Marie  Saint  .  LATIN  LOVE 
Lana  Turner  .  EAST  SIDE  WEST  SIDE,  James  Mason 
ITS  ALWAYS  FAIR  WEATHER,  Gene  Kelly  •  AMB 
Robert  Taylor  .  BEST  THINGS  IN  LIFE  ARE  FREE, 
SILK  STOCKINGS.  Fred  Astaire  •  LOVE  ME  TEND 
ANY  NUMBER  CAN  PLAY,  Clark  Gable  •  MALAYA, 
GO  FOR  BROKE,  Van  Johnson  .  BLACKBOARD  JU 
Glenn  Ford  •  Other  Top  Film  Features  with  Marilyn  M 
Marlon  Brando  •  Joanne  Woodward  •  Paul  N 
Ava  Gardner  •  Robert  Mitchum  •  Clifton  Webb  • 
Jane  Russell  •  Richard  Burton  .  Shirley  J( 
Burt  Lancaster  •  Dana  Andrews 


nt 


:rs, 


USH 
Erne 
lER, 
Jan 
NGl 


onn 


ewr 
Jea 


'SPONSOR-SCOPE 


(CONTINUED) 


Telefilms  are  a  major  source  of  income  to  dramatic  actors,  and  the  income's  rising. 

For  the  fiscal  year  ending  1  November  1962,  Screen  Actors  Guild  collected 
more  than  $6  million  worth  of  residuals  from  telefilms  for  its  members. 

In  the  current  fiscal  year,  so  far,  the  Guild's  collections  have  been  "28%  over 
the  corresponding  period  a  year  earlier." 

Last  month,  residual  payments  were  almost  a  million  dollars,  a  jump  of  42% 
over  the  same  month  in  1962. 

These  residuals,  incidentally,  do  not  include:  (1)  special  deals  which  call  for 
tv  residuals  on  theatrical  pictures  now  included  in  tv  packages;  (2)  AFTRA  live-tv 
residual  payments  for  taped  shows  televised  again  in  the  U.S.  or  in  overseas  show- 
ings; (3)  the  sizeable  sums  paid  actors  for  re-use  of  filmed  tv  commercials;  (4) 
residuals  paid  actors  for  doubling  in  such  creative  capacities  as  writers  or  directors. 


The  Tv  Information  Office  likes  the  idea  of  promoting  tv  to  "opinion  makers." 

Currently,  TIO  is  boosting  the  monthly  low-pressure  bulletin  published  by 
WNBC-TV,  New  York  to  other  stations,  and  suggesting  they  do  likewise. 

Now  six  months  old,  the  WNBC-TV  monthly  report  started  with  a  circulation 
of  2,000  and  has  since  upped  it  to  some  5,000  local,  regional  and  national  notables 
including  editors,  clergy,  labor  leaders,  city  and  state  lawmakers,  and  —  under- 
standably —  to  FCC  commissioners.  Many  top  admen  also  get  the  bulletin. 

A  four-page  offset  job,  the  WNBC-TV  report  deals  primarily  with  non-network 
shows  televised  by  the  NBC  flagship  which  have  special  educational  or  cultural  signifi- 
cance.  It's  put  together  by  station  publicity  chief  Al  Slep. 


Guess  how  much  mail  WABC.  New  York  has  received  this  year  so  far. 

One  hundred  thousand  pieces?    A  million?    Ten  million?    Keep  going. 

The  latest  count  is  —  and  get  a  good  grip  on  your  stamp  collections  — 
60,219,721. 

This  whopping  total,  more  than  most  U.S.  post  offices  handle  in  a  year,  has 
been  largely  (in  fact  almost  entirely)  due  to  a  "Principal  of  the  Year  Election" 
which  the  station  has  been  running,  which  pulled  nearly  20  million  pieces  of  mail 
during  the  month  of  July. 

The  station's  top  mail-pulling  deejay,  Bruce  Morrow,  pulled  a  mere  (by  com- 
parison) 2,229  talent-mail  items  during  the  same  month. 


Commercial  banking,  largely  a  localized  business,  has  set  a  "national"  tv  campaign. 

Signed  by  ABC  TV  for  a  12-week  participating  sponsorship  on  Wide  World  of 
Sports  starting  5  October  is  The  Foundation  for  Commercial  Banks.  It's  the  Founda- 
tion's first  venture  into  network  tv. 

The  bank  group  is  out  to  do  battle  with  straight  savings  banks  and  savings-&-loan 
firms,  stressing  "the  benefits  of  full-service  commercial  banking." 

The  Foundation  has  plenty  of  weight  behind  it.  Membership  includes  more 
than  5,200  banks  with  70%  of  the  nation's  deposits.  Agency  is  Guild,  Bascom  & 
Bonfigli  (New  York  office). 


22 


SPONSOR/ 19  august  1963 


Only  WGN-TV 

[an  offer  advertisers 
ilanced  programming 
breach  aH  Chicago! 

■j  choosi  r«"  Hi*  Y"'s  mttrf lament  /icvO 


Best  foreign  films! 


Evety  week  action  and  drama! 


Exciting  first  run  films! 


UMBERTO  0,  Carlo  Battisti 

TIME  OUT  FOR  LOVE,  Jean  Seberg 

RASHOMON.  Machlko  Kyo 

CONCERT  OF  INTRIGUE,  Bripltle  Banlol 

DUEL  IN  THE  FOREST,  Maria  Schell 

RAISING  A  RIOT.  Kennelh  More 

TIME  RUNNING  OUT,  Slmone  Slgnorel 


/' 


Naked  City  •  The  Detectives 
/  87th  Precinct  •  Oragnet 
The  Lee  Marvin  Show  •  The  Law  and 
Mr.  Jones  •  Hawaiian  Eye  •  Thriller  •  Sea  Hunt 
Surfside  Six  •  Maverick  ■  Checkmate  •  Roaring  20's 
Wanted  Dead  or  Alive  •  Adventures  in  Paradise 
Stoney  Burke  •  Men  and  War  •  The  Rebel 


free 


Party  rials,  favors, 
noisemakers  and 
champagne  (corks]  tor 
everyone  Write:  New 
Year's  Parly.  WGN  TV. 
Chicago.  I 


V, ILL  SUCCESS  SPOIL  ROCK  HUNTER.  Jayne  Manslield 
DESK  SET.  Spencer  Tracy  ■  DREAM  WIFE.  Cary  Grant 
t  UFUL  OF  RAIN.  Eva  Marie  Saint  .  LATIN  LOVERS, 
IB  Turner  •  EAST  SIDE  WEST  SIDE,  James  Mason 
S  ALWAYS  FAIR  WEATHER,  Gene  Kelly  •  AMBUSH, 
tat  Taylor  •  BEST  THINGS  IN  LIFE  ARE  FREE.  Ernest  Borgnlne 
LK  STOCKINGS.  Fred  Aslaire  .  LOVE  ME  TENDER,  Elvis  Presley 
IY  NUMBER  CAN  PLAY,  Clark  Gable  ■  MALAYA,  James  Stewart 
l  0  FOR  BROKE.  Van  Johnson  ■  BLACKBOARD  JUNGLE, 
icnn  Ford  •  Other  Top  Film  Features  with  Marilyn  Monroe 

Marlon  Brando  •  Joanne  Woodward  •  Paul  Newman 

Ava  Gardner  ,  Robert  Milchum  •  Chiton  Webb  •  Jean  Simmons 

Jane  Russell  •  Richard  Burton  •  Shirley  Jones 

Burt  Lancaster  •  Dana  Andrews  ■  Elizabeth  Taylor 


Biography  II  •  Mickey  Mouse  Club  •  Bozo's  Circus 

Garfield  Goose  •  Breaklast  with  Bugs  Bunny 
Treetop  House  •  Hockey  •  Basketball  •  Baseball  •  The  Arts 

Your  WGN-TV  representative  will  tell  you 

more  about  the  big  New  TV  Year  on  WGN 

See  him  soon  and  make  your 

New  Year  reservations!! 

WGN  knows  Chicago  best    sells  Chicago  best 
with  the  programs  Chicago  likes  bestl 
2501  Bradley  PI.  Chicago  18  Illinois 
Telephone  LA  8-2311 


*555  FIFTH 


Letters  to  the  Editor 

and  Calendar 

of  Radio/Tv  Events 


BANKS   "DELIBERATELY   PROVOCATIVE" 

I  would  like  In  set  the  record 
straight  \\  illi  regard  to  one  sentence 
purported!)  reflecting  a  statement 
made  1>\  Dr.  Seymour  Banks  in 
your  article  concerning  the  recent 
Seminar  lield  by  Bernard  Howard 
and  Company,  Inc.,  reported  on 
page  54  oi  \  our  1  July  issue. 

Actually,  tin's  sentence  places  Dr. 
Hanks'  remark  out  of  proper  contexl 
since  he  did  not  state  tlv.it  his 
agency  considers  all  media,  except 
TV  to  be  peripheral.  All  he  did  was 
to  state  he  was  going  to  be  deliber- 
ate!) provocative  in  order  to  stimu- 
late fresh  thinking  by  radio  station 


operators  about  presenting  their 
medium  to  big  agencies.  He  did 
admit  that  any  examination  ot 
media  usage  will  indicate  that  tv  is 
the  dominant  medium  for  national 
advertisers  from  the  standpoint  of 
spot  expenditure. 

However,  after  this  opening.  Dr. 
Banks  spent  most  of  his  time  telling 
our  station  operators  what  research 
they  ought  to  do  and  explaining  the 
type  of  data  that  would  be  most 
beneficial  in  communicating  the 
strength  of  their  stations  and  me- 
dium to  the  agencies.  In  other 
words,  he  was  stimulating  the  as- 
semblage-  at   the   meeting   to   think 


"CALENDAR 


AUGUST 

Fordham  University  Conference  on 
Educational  Television,  3rd  annual 
conference,  Rose  Hill  campus,  Ford- 
ham  (19-23) 

Oklahoma  Broadcasters  Assn.,  con- 
vention, Western  Hills  State  Lodge, 
Wagoner,  Oklahoma  (23-24) 

Flaherty  Film  Seminar,  9th  annual 
seminar,  Sandanona,  Vermont  (24-3 
September) 

Television  Affiliates  Corporation, 
programing  conference,  Hilton  Inn, 
San  Francisco  (26-27) 

Board  of  Broadcast  Governors,  hear- 
ing, Ottawa,  Canada  (27) 

SEPTEMBER 

West  Virginia  Broadcasters  Assn., 
annual  fall  meeting,  The  Greenbrier, 
White  Sulphur  Springs  (5-8) 

Arkansas  Broadcasters  Assn.,  fall 
meeting,  Holiday  Inn,  North  Little 
Rock  (6-7) 

American  Women  in  Radio  and  Tele- 
vision, educational  foundation,  board 
of  trustees  meeting,  New  York  (7) 

Western  Assn.  of  Broadcasters,  an- 
nual meeting,  Jasper  Park  Lodge, 
Alberta,  Canada  (8-11) 

Radio  Advertising  Bureau,  manage- 
ment conferences,  The  Homestead, 
Hot  Springs,  Va.  (9-10);  The  Hilton 
Inn,  airport,  Atlanta  (12-13);  The 
Holiday  Inn-Central,  Dallas  (16-17); 
Gideon  -  Putnam,  Saratoga  Springs, 
N.  Y.  (23-24);  O'Hare  Inn,  airport, 
Chicago    (30-1     October);     Rickey's 


Hyatt  House  Hotel,  Palo  Alto,  Calif. 
(3-4);  Town  House  Motor  Hotel, 
Omaha  (7-8);  The  Executive  Inn, 
Detroit  (14-15) 

Radio-Television      News      Directors 

Assn.,  18th  international  conference, 
Radisson  Hotel,  Minneapolis  (11-14) 

American  Women  in  Radio  and  Tele- 
vision, southwest  area  conference, 
Houston,  Texas  (13-15) 

New  York  State  AP  Broadcasters 
Assn.,  banquet  and  business  sessions, 
Gran-View  Motel,  Ogdensburg  (15- 
16) 

Louisiana  Assn.  of  Broadcasters,  con- 
vention, Sheraton  Charles  Hotel, 
New  Orleans  (15-17' 

Rollins  Broadcasting  Co.,  stockhold- 
ers meeting,  Bank  of  Delaware  Build- 
ing, Wilmington,  Delaware  (17) 

American  Assn.  of  Advertising  Agen- 
cies, Western  region  convention, 
Mark  Hopkins  Hotel,  San  Francisco 
(17-19) 

Advertising  Federation  of  America, 
10th  district  convention,  Commo- 
dore Perry  Hotel,  Austin,  Texas  (19- 
21) 

American  Women  in  Radio  and  Tele- 
vision, southern  area  conference,  Co- 
lumbus, Ga.  (20-22) 
Nevada  Broadcasters  Assn.,  1st  an- 
nual convention,  Hotel  Sahara.  I. as 
Vegas  (23-25) 

Assn.  of  National  Advertisers,  work- 
shop, Nassau  Inn,  Princeton  (20-27 1 

\c«  Jerse)  Broadcasters  ^ssn.,  iTtli 
annual  convention,  Colony  Motel. 
Atlantic  City,  V  1    (30-]  October) 


in  terms  of  better  selling  their  me- 
dium. 

Dr.  Banks'  speech  was  receive! 
with  enthusiasm  and  applause  and 
the  stations  assembled  were  most 
appreciative  of  his  helpful  remarks. 
As  a  matter  of  fact,  we  circulated 
among  our  stations  material  re- 
ceived from  Dr.  Banks  which  in- 
cluded the  research  breakdowns  he 
feels  agencies  would  like  to  receive 
from  them. 

Jack  Davis. 

Executive  v. p. 

Bernard  Howard  &  Co. 

New  York 

ON  BLAIR'S  TUNE-UP 

I  don't  think  I've  ever  had  an  oc- 
casion to  write  a  letter  like  this  to; 
any  trade  paper,  but  I'd  certainly 
feel  remiss  if  I  didn't  do  it.  The 
SPONSOR  article  (29  July)  on  our 
National  Survey  No.  1  is  the  most 
intelligent  and  well  written  ex-| 
planation  of  what  this  is  all  about 
that  was  put  together  by  any  trade 
publication  reporter. 

National  Survey  No.  1  is  a  \er\ 
significant   project.    It   would   have 
been  so  whether  Blair  Badio  had 
done  it  or  not.  The  fact  that  our  sta 
tions  and  we  have  spent  thousani 
of  dollars  to  dig  out  qualitatn  e  an< 
demographic    information    neede 
by  the  advertising  agencies  repre 
sents  a  significant  step  forward  fo 
radio.  The  meetings  we  are  havin 
with  this  material  in  the  advert isin 
agencies'   conference    rooms    attes 
to  that. 

\s  we  are  discussing  Surve)  No 
1  with  the  advertising  agencies,  w 
are  also  beginning  to  get  ideas  fo 
Survey  No.  2.  which  will  go  into  tin 
field  only  in  1964.  This  continuim 
study  of  national  radio  listenin. 
habits  —  and  the  make-up  of  tin 
national  radio  listening  market - 
will  certainly  Ik-  of  additional  inter 
est  to  your  readers.  We're  confiden 
that  when  there's  more  to  the  stQTJ 
your  publication  will  do  an  excel 
lent  job  of  informing  your  render 
on  the  significant  aspects. 


President 
Blair  Radio 
New  York 


Arthur  H.  McCoy. 


26 


SPONSOR    I') 


1 96 


_-. 


WEEKENDS  ARE  DIFFERENT. ..SO  IS  MONITOR 


amilies  go  places  together,  weekends. ..  Ma,  Pa,  Sis...  and  little  Sue,  just  unglued  from  the  funnies.  Pa  starts  the  car. 
«1ar  the  radio.  Sis  hits  back  with  her  transistor.  Sue  sulks.  Pa  burns  while  Ma  and  Sis  fiddle  with  their  sets.  "Hey! . . .  Stay 
here!...  That's  Mike  Nichols". ..  Sis  tunes  in,  too. ..  harmony  ..  Sue  sulks  ...  Elaine  May?...Chet  Huntley?. .  .Jonathan 
rs?...Selma  Diamond? ..  .Joseph  C.  Harsch?  ...  Sports7. ..  David  Wayne?  ...  Ethel  and  Albert? ..  Travel  Tips?... 
"rank  McGee7 . . .  something  for  everyone . . .  specially  sponsors!  Can7  be  radio'      no,  it's  WEEKEND  MONITOR ...  NBC  RADIO. 


SPONSOR    |<l    m  (,|  s,     !• 


-'7 


Time  Buyers '  Bonanza 
one-minute  availabilities 


wmal-tv 


WASH  I NGTON 


Call  Harrington,  Righter  &  Parsons  Inc.  for  1-minute 

spot  avails  on  more  than  26-hours  of  new  local  programming 

each  week.  (Some  20-sec.  and  10-sec.  avails,  too.) 


NEWS 

6:30-7:30  PM 
MONDAY  THRU  FRIDAY 


Early-evening  1-hour  newscast  re-designed  to  even 
better  present  the  news.  Flexible  format  with 
the  importance  of  news  item  determining  its  position  and  length.  New  format  tailormade  for  participating  sponsors. 


THE    SALES    ACTION    HOUR 

5:30-6:30     PM,     MONDAY     THRU     FRIDAY   Different    show    each    day: 

Cheyenne,  Surfside  6,    Adventures  in  Paradise,  Checkmate,  Maverick 


S  * 


V,J 


ST   RUN   MGM 

NAKED 

DICK   POWELL 

THE 

DIVORCE 

BACHELOR 

30/63   MOVIE 

CITY 

THEATRE 

FUNNY   COMPANY 

COURT 

FATHER 

11:30   PM 

10:30   PM  Thursday 

11:15    PM 

8:00-9:00    AM 

1:30-2:30    PM 

5:00-5:30    PM 

Friday 

11:30  PM  Saturday 

Sunday 

(M-F) 

(M-F) 

(M-F) 

wmal-tv 


bbc 


The  Evening  Star  Broadcasting  Co.,  Washington,  D  .C. 


28 


SPONSOR    1«)   AUGUS1     I!" 


SPONSOR 


19  AUGUST  1963 


Newcomers  Swell  Net  Ranks 


N 


i  u  television  advertisers  appeal 
to  be   springing   up   with   the 

r.i|iidil\  dI  Cleopatra  jokes.  Last 
ir.  some  5.3  advertisers  tried  net- 
ik  telex  ision  tor  the  first  time.  \ 
similar  number  I  or  perhaps  rm 
will  have  made  their  first  use  of  tele- 
vision h\    year's  end. 

New-tO-network  spenders  this 
ir  run  the  product  gamut  from 
fire  retard. int  sprays  for  Christmas 
trees  to  the  venerable  Britannica. 
In  hetw  ecu.  are  companies  t\  -push- 
ing such  consumer  items  as  new 
hair  sprays,  shoe  cosmetic  kits. 
sportswear,  tea.  raisins.  ,,ir  trans- 
portation, neckties,  hats,  life  and 
accident  insurance  policies  and 
pigskin   shoes. 

One     of     the     significant     break- 
throughs on   the  part  of  broadcast- 


ers is  into  the  publishing  field,  par- 
ticularly among  encyclopedias.  I"i 

the  first  time,  publishers  are  ven- 
turing into  video  channels.  One  is 
already    spreading   its   message   in 

television;    the    other    will    start    in 

the  I..1I. 

Currently  on  the  air  is  I  I 
Compton  &  Co.,  Chicago,  for  Comp- 
ton's  Pictured  Encyclopedia.  It  has 
purchased  sponsorship  in  NBC 
TVs  Today  Says  Daniel  \\ .  Foster, 
director  of  advertising  lor  Comp- 
ton: "Hie  program  Format  and  au- 
dience- appeal  of  Today  are  ideally 

suited  to  the  educational  campaign 
Compton  Encyclopedia  is  under- 
taking. Another  reason  we  selected 
Tod/iii  is  the-  opportunity  to  have 
the  program's  knowledgeable  host. 
Hugh  Downs,  as  Compton's  first 
tel<\  ision  spokesman." 


(  ompton,  like  numerous  t.  I.  >.  i 
si. .ii  ad\  ertisers,  is  men  bandising 
its  l)n\  with  life-size  chspla\s  of 
Downs  pictured  with  the  L5-vol- 
uine  encyclopedia,  plus  a  r«  ordi  'I 
audio  message  I>v  I  ).iw  ns  t..i  dis- 
tribution t"  Compton  salesmen. 
Theme  ol  the  ( lompton  \  ideo  cam- 
paign   is    "Compton's     Puts    Him 

There'.       (  .'(iinineri  i.ils     c  ontain     n 

enactments  oi  historic-  events  « ith 

a     picture    ol     a     youngster    in    the 

background  looking  on.  The  ( !omp- 

ton  business  was  placed  by  Tathain- 

Laird  Inc..  ( Chicago. 

The  other  book  c  ompany  s<  hed- 
uled  to  make  its  initial  appearance 
in  television  is  Encyclopaedia  bri- 
tannica    Inc.,    "lie    « . t     the    hi 

publishing  organizations  in  the 
world.  Britannica  has  bought  half 
sponsorship   of    Exploring   i<>\    the 


From  commercial  airlines  to  the  most  casual  shoes 


tcvn.twork  .ulv.  rtis,  r-  take  in  ever)  imaginable  type  .-t  product  ,,i„l  servio   ol  interest  u>  the   I  \ 

[•Mil,-  r.mks  on  \BC-T\    include  Eastern  Air  Lines  and  Wolverine's  "Must,  Puppies"  shoes    Both 


SPONSOR    |u    u  ,.,  sl    | 


L 


upcoming  season.  Exploring,  a  win- 
ner of  many  prizes,  is  a  pioneering 
experiment  in  providing  program- 
ing for  youngsters  in  the  five- 
through-11  year  age  group.  An  NBC 
News  presentation,  it  will  be  seen 
in  a  new  time  period,  Saturdays 
from  1  to  2  PM,  starting  12  Octo- 
ber. Dr.  Albert  R.  Hibbs  is  the  host. 
The  program,  produced  by  Craig 
Fisher,  covers  language,  music,  sci- 
ence, geography  and  social  studies. 
For  years,  broadcast  salesmen 
tried  to  sell  Encyclopaedia  Britan- 
nica  all  types  of  educational  fea- 
tures, but  this  is  the  first  time  they 
succeeded.  Said  Maurice  B.  Mitch- 
ell, president  of  Encyclopaedia  Bri- 
tannica  Inc.:  "We,  of  Britannica, 
have  long  felt  that  television  is  one 
of     the     greatest     communications 


First  encounter  with  tv 

Rayette,  hair  spra)  lor  tli<-  womenfolk,  will 

l»<    teen  on    \IU'  TV's  l<  rr>    Lewis  show 

30 


media  in  the  history  of  man.  How- 
ever, we  were  never  able  to  find 
the  right  television  vehicle  for  our 
almost  200-year-old  educational 
firm  until  now.  What  we  were  par- 
ticularly searching  for  was  a  qual- 
ity educational  program  which 
would  enable  us  to  advance  the 
accumulation  and  communication 
of  knowledge." 

Through  Exploring  the  sponsor 
hopes  to  reach  parents,  teachers 
and  children.  Teacher's  Guides  sug- 
gesting classroom  projects  dealing 
with  material  aired  on  Exploring 
will  go  to  elementary  school  teach- 
ers. Teacher's  guides  are  intended 
to  make  the  program  professionally 
useful  to  the  teacher.  McCann- 
Erickson  is  the  agency  which 
placed  the  order  for  Britannica. 

Some  folks  in  the  industry  are 
suggesting  that  former  FCC  chair- 
man Newton  Minow,  now  a  top 
executive  with  Britannica,  had 
something  to  do  with  inspiring  the 
purchase  of  Exploring  for  his  com- 
pany. Also  involved  in  the  transi- 
tion was  Sylvester  "Pat"  Weaver, 
former  president  of  NBC  and  now 
media  head  at  McCann-Erickson. 

Other  advertisers  new  to  network 
television  and  who  start  in  the  fall 
on  NBC  TV  include  Flamco  Corp. 
(Richard  N.  Meltzer)  on  Today: 
California  Raisin  Advisory  Board 
(  McCann-Erickson )  on  several  pro- 
grams; International  Pipe  &  Ce- 
ramic Corp.  (Hixon  &  Jorgenson) 
on  Today;  Monroe  Auto  Equipment 
Co.  (Aitkin-Kynett),  NFL  High- 
lights; Waters-Conley  ( Rosen- 
bloom-Elias)  on  Today  and  Wol- 
verine Shoe  &  Tanning  Corp.  (  Mac- 
Manus,  John  &  Adams)  on  Today. 
Tonight  and  Sunday  programs. 

Continuing  in  the  Fall  on  NBC 
TV,  but  starting  earlier  in  1963  are 
such  new  comers  as  Cameo  (Lady- 
brooks)  on  Today  and  Tonight; 
Puritan  Sportswear  on  Today:  Celo- 
tex  on  Today  and  Sunday  pro- 
grams; Eastern  Air  Lines  on  Today 
and  Tonight  and  Salada  Tea  on 
Tonight. 

This  past  season  also  saw  such 
new  advertisers  in  NBC  TV  as 
Fatah  Mfg.  Co.,  Hartford  Insur- 
ance, Hat  Corp.  of  America,  Hor- 
mel,  Marathon  Oil,  National  Union, 
Selchow  &  Hightcr.  Tubular  Textile 


Spot  tv  for  new  products 

Tod    Moore,    spot    tv    sales    developmefl 
director,    Katz    Agency,    urjies    spot    us» 


Machine    Co.,    U.S.    Plywood    and 
Wembley  Tics. 

ABC  TV  advertisers  for  the  fx 
'64  season  new  to  network  televi 
sion  include  Rayette  (Taplinger 
Gladney ) ;  Langendorf  ( Y&R )  witl 
a  regional  buy  and  Nalley's  ( Foot* 
Cone  &  Belding)  and  Ladybrooke 
Other  recent  new  advertisers  or 
ABC  TV  have  included  Foster  Mil 
burn  Co.,  Maradel  Products,  Inc. 
Midland  Pharmacal  Corp..  C 
Schmidt  &  Sons,  Inc.,  Duncar 
Coffee  Co.  and  U.S.  Gypsum.  Ii 
the  past  two  years,  all  told,  some 
33  new  -to-network  advertisers  have 
allied  themselves  to  ABC  TV. 

CBS  TV  also  has  racked  up  ai 
impressive  score  with  new  advei 
Users.  One  of  the  more  recent  ad 
ditions  to  the  CBS  TV  roster  is  thi 
aforementioned  Monroe  Aut< 
Equipment  which  is  sponsoring  tb 
10-minute  pre-game  show  whid 
precedes  each  Sunday's  basehal 
Came  of  the  Week.  Monroe  als« 
plans  to  he  identified  with  V  \ 
football  games  when  the  basebal 
season  conies  to  an  end.  Addition 
ally,  Monroe  is  sponsor  of  a  flocl 
of  daily  Bill  Stern  Sportsreel  pro 
grams  over  MBS. 

In  appraising  the  new-to-netwoi 
advertiser  situation,  Edward  Bleiei 
vice  president  and  national  sale 
manager,  ABC  TV,  asked  this  quei 
tion  last  week:  "When  a  .400  hittc 
goes  into  a  streak  and  hats  .5(H).  i 
he  in  a  slump  when  he  hats  .40 


iri 


d 


again?" 

"During  its  infancy,  televisio 
could  only  attract  new'  advertiser 
necessarily,  hundreds  of  them.  d< 
spite  indifference,  ennui  and  hosti. 
ity  of  advertisers  originally  traine 

SPONSOR    1!)    AUG!  si     MM 


j 


to  other  media,"  Bleia  i  ontinued 
■'1'acii  now  ,  w  itli  a  mature  tele>  ision 
goonomy,  man)  new  advertisers  are 
.ith.n  led  From  an  evei  diminishing 
availability  Most  are  ■<'  eithei  ex- 
note;  the  nevi  and  smaller  com 
panies  and  the  vorj  lai ge  industj Ial 
eompanies  Vnd,  ol  i  oui  se,  there  Is 
AVer-increasing  television  use  b\ 
new  or  established  products  ol  ex- 
istiiiii  companies." 

Bleier  observed  th.it  among  the 
X\  newcomers  to  \IK*  TV  in  the 
p.ist  two  years  are  smaller  packaged 
goods  advertisers  who  sponsor  par- 
ticipations in  highl)  merchandis- 
(able  and  effective  programs.  I  le  said 
that  "ABC  TV  lias  attracted  these 
■nailer  advertisers  through  partici- 
pation opportunities  in  prime  nighl 
time  periods  for  l.unih  prod 
acts,  effective  daytime  programs  foi 
women,  sports  tor  men.  cartoon 
shows  for  children;  and,  even, 
American  Bandstand  for  teenagers. 
"Additionally,  the  creative  use  ol 
Incws,  public  aflairs  and  sports  pTO- 
prraming,  has  attracted  ma)  new 
public  relations  budgets  ol  large 
rporations.  some  with  their  own 
pecialized  programs."  Bleier  said 
urther.  "All,  in  all.   in  the  upward 

curve   ot    onl)    nose-counting    the 
new-to-tv'  companies  must  level  oil 
hut.  most   siunificant   is  that   telev- 
isions urowth  comes  from  both  gen- 
I  Till  consumer  and   special    interest 
| 'uhertisiim.     Creative     programing 
mil  creath  e  salesmanship  ha\  e  now 
nmbined    more    effectivel)     than 
•ver  to  produce  the  results  to  which 
his  trend  attests  " 

\    newcomer    to    network    televi- 

on  with  an  affectionate-sounding 

oniker  is  "Hush  Puppies"  featur- 

a  casual  shoe  made  of  pigskin 

the  Wolverine  Shoe  &  Tanning 

rp..   Rockford,   Mich.    Until   the 

50s,    this    firm    made    Sturd) 

n  s  work  shoes 

Hush  Puppies"  which  derives  its 
tame  from  the  mixture  of  cornbaUs 
nd  catfish  given  to  yapping  hunt- 
ns*  dogs  with  the  reproof.  "Hush 
Nippies"  is  being  brought  into  tele- 
lsion  tor  the  first  time  b)  \lac- 
Unus  John  cSt  Adams  Said  a 
VoJverine  executive  when  the  new 
ne  was  first  introduced:  "Pet's 
•ill  them  Hush  puppies'  because 
ie\    soothe    your    barking    dogs." 


Making  their  first  commercial  entrance  in  television 

Network  t\  t..t  tin-  In -a  inn.   has  publishers  ol  top  encyclopedias  advertising  their  wares. 
Encyclopaedia  Britannica   (top)  "ill  have  li.ilt  sponsorship  "I   NBC-TV's  "Expl 
Compton's  Pictured  Encyclopedia  i^  ""  "Today"  with  earl)    i  m   drop-in  announci 


Don  Mahlmeister,  account  super 
visor  at  \l|<\\.  raised  his  eyebrows 

when    he    first    heard    the   suggested 

name    "I   muss  this  is  a  case  where 

\ou  can  over-research  a  situation." 
Mahlmeister  said  recently,  "tor  de- 
spite our  objection.  Hush  Puppies 
was  chosen   and   it   has  been   wildl) 

successful." 

Wolverine  is  a  meat  believer  in 
advertising  and  spends  about 
sJ  million  annuall)  on  promotion 
More  than  five  per  cent  ot  the  com- 
pa  n\  's  sales  volume  I  infinitelj  largei 
than  that  allocated  b)  most  manu- 
facturers) goes  into  promoting  tin 
compan)  s  produi  ts 

The    BlTOS    president,     \dolph    K. 

Krause,  declares  Since  advertising 
has  been  a  significant  contributor  t>> 
our  growth,  we've  continued  to  de- 
vote a  comparativel)  big  proportion 

of  our  sales  to  it 

"Hush    Puppies     entr\     into    net- 


work television  has  not  been  a  spur- 
of-the-moment  de<  ision,  ai  <  i  irding 
to  john  T  I  fart,  \  lee  president  in 
charge  "t  marketing  tor  Wolverine. 
"We  have  made  extensive  television 

tests    on    .1    |o(  ,il    basis    .Hid    found    it 

raised  the  awareness  level  of  Hush 
Puppies  as  .1  brand  name  "  Hart  em 
phasized,  however,  that  television 
w as  being  used  over  and  a! i 
Hush  Puppies'  alread)  established 
punt  advertising  program  The 
Today,  Tonight  —  Sun<la\  bu)  on 

\  BC    T\     w   is    decided    on    lxcaus. 
it    best    fits   the   profile  of   the   t\  pn  al 

Hush  Puppies  buyer,  the  agenc) 
said  last  week 

\n  examination  of  the  new  adver- 
tisers  on  television  reveals  that  on 
the  whole,  the)  are  modest-sized  ai 
counts  no  longer  tearful  of  ap- 
proaching the  networks  for  partici- 
pation buys  \s  Ja<  k  Otter,  NW 
TV  vice  president,  national   sal<  s. 


PONSOR    p)    v,  GUST    1963 


II 


Edward  Bleier 
V.P.  b  nat'l  salts  mgr.,  ABC  TV 

puts  it:  "A  television  network 
should  be  able  to  accommodate  any 
size  advertising  budget  and  our 
commercial  patterns  are  geared  to 
requirements  of  the  small  and  sea- 
sonal advertiser,  as  well  as  the  mul- 
ti-million dollar  year-round  ac- 
counts, in  both  daytime  and  night- 
time schedules." 

Otter  says  the  increasing  number 
of  new  advertisers  on  NBC — many 
of  them  new  to  television,  "testifies 
to  the  growing  strength  of  the  me- 
dium and  also  to  the  quality  of  the 
NBC  TV  Network  schedule."  Nor 
does  Otter  think  that  the  vein  is  run- 
ning dry  on  new  advertisers.  He  has 
come  to  regard  both  Toniglit  and 
Today,  in  particular,  as  "maternity 
wards  lor  new  advertisers." 

Where  do  new  network  television 
advertisers  spring  from?  According 
to  Joseph  N.  Curl,  vice  president, 
daytime  programs,  CBS  TV  Net- 
work, they  start  locally,  then  go  re- 
gionally and  ultimately  wind  up  on 
the  networks.  Most  new  advertisers 
on  the  networks,  particularly  in  day- 
time segments,  are  brought  in  be- 
cause of  advantageous  deals,  ac- 
cording to  Curl. 

Ideal  for  "fringe  lads" 
"With  morning  plans,  the  small 
advertiser,  who  hasn't  yet  got  his 
feet  wet  in  tele\  ision,  can  do  so  and 
not  gef  hurt  because  ot  escape 
clauses  and  numerous  other  entice- 
ments." Curl  says.  "For  the  Fringe 
lads  and  (he  small  budget  adver- 
tiser, the  morning  plans  arc-  re- 
garded as  ideal." 

Numerous   new-to-tv  advertisers 

ha\  c  found   ideal   setups   in  what    is 

also  called  \B(.  TV's  Daytime  or 
Scatter  Plan  which  provides,  plenty 
ol  reach  and  high  efficiency  at  low 
tost.  Similarly,  NBC  TVs  Daytime 


Joseph  N.  Curl 
V.P.,  daytime  programs,  CBS-TV 

Schedule  has  proven  a  source  ol 
profit  for  a  goodly  number  of  low- 
budget  advertisers  making  their  ini- 
tial appearance  in  television. 

Much  new  money  for  television 
stems  from  new  products,  according 
to  Tod  Moore,  director  of  spot  tv 
sales  development,  The  Katz 
Agency.  Rorabaugh  reports  that 
approximately  100  new  brands  were 
introduced  to  viewers  via  national 
and  regional  spot  tv  in  the  first 
quarter  of  1963. 

Katz  offers  booklet 

Moore  also  notes  that  last  Janu- 
ary The  Katz  Agency  first  offered 
a  printed  summary  of  its  presenta- 
tion, Launching  Your  New  Product. 
the  requests  are  still  coming  in. 
"We've  had  almost  a  hundred  re- 
quests for  copies  during  the  month 
of  July,"  Moore  reports.  "As  a  result. 
we've  made  a  supplementary  mail- 
ing to  an  additional  1.400  ad  and 
marketing  executives.  We  believe 
that  spot  tv  is  especially  good  for 
new  product  introduction.  In  addi- 
tion to  the  obvious  sight-sound-mo- 
tion virtues  of  the  tv  medium,  with 
spot  tv  an  advertiser  has  the  flexibil- 
ity to  properly  weight  his  strategic 
introductory  markets.  Budgets  can 
be  controlled  with  a  tight  reign 
from  market  to  market. 

Competition  spurs  action 

Moore  believes  new  money  tor  tv 
will  also  come  from  accelerated  use 
of  the  medium  in  the  summer 
months.  He-  says  competition  is  be- 
coming much  too  intense  lor  manu- 
facturers to  turn  their  backs  on  sum- 
mer promotion. 

"More  and  more,  astute  market- 
ing men  will  be  spurting  ahead  ot 
competitors  who,  from  habit  or  tra- 
dition, continue  to  rest  on  their  oars 


V.P. 


Jack  Otter 
national  sales,  XBC-TY 


' 


during  warm  winter  months,' 
Moore  continues.  "The  alert,  posi 
live  thinkers  will  discount  any  sea- 
sonal fluctuation  in  viewers;  they 
know  the  audience  of  American  tv 
viewers  in  all  seasons  remains 
tremendous  one,  and  that  buying 
goes  on  all  year  round." 

Companies  named 
The    Katz    Agency    presentation 

cites  numerous  advertisers  who  in 
troduced  new  products  on  televi 
sion  with  the  aid  of  spot  on  hot! 
national  and  regional  levels.  It  of 
fers  a  long  list  of  examples  includ 
ing  VO-5  and  Rinse  Away,  Choc) 
Full  O'Nuts  Coffee.  May  po  Cereal 
Matey  Bubble  Bath,  Climalene  anc; 
Contac. 

New  products  introduced  in  tin 
first  quarter  of  1963  via  spots  in 
eluded  Colgate"  Pahnolive's  Geo 
patra  Soap.  Tidy  Toys  Bath  Oil  anc 
Goddess  Soap;  Dow  Chemical' 
Handi  Sandwich  Bags  and  Cral 
Grass  Killer;  Lever  Brothers'  Dov 
Shampoo  and  Golden  Ladle  Din 
ners  and  National  Biscuit  Co.  s  Mil1 
brook  Cakes  and  Bose  Brand  Food: 

Bank  organization  signs 

Still    another   newcomer   to   iu 
work   advertising   joined   the  rank 
last  week.  It  was  the  Foundation  fi 
Commercial  Hanks,  a  non-profit  oi 
ganization.  Representing  more  tha 
5. 000  "full-service"  banks,  it  will  U! 
cartoon-type    spots    during    a     b| 
week    period    on    Wide    W  odd   < 
Sports  over   ABC  TV  on   Saturck 
afternoons.    The   advertising   can 
paign,  billing  around  $200.(MX).  vv 
get     under    way     5    October.    Tl 
agency    is   (mild.    Bascom    c\"    Boi 
figli.  The  agency  said  that  the 
spots  would  be  available  tor  re-u 
on  a  local  basis.  ^ 


SPONSOR    19    \i  <a  si    I'.H 


4A's  Critical  foray  into  radio  research 


T 


1 1  i;i    in  more  than  200  million 
r.ulm  sets  111  the  United  States  to- 
la)  and  apparent!)  neai  l\  as  man) 
a.i\\  dt  estimating  the  audience. 

\iiik1  research  industr)  "confu- 
■ion.  inadequac)  and  conflict,"  the 
American  Vssociation  ol  Vdvertis- 
|g  Agencies  has  issued  .i  booklet 
rimed  at  helping  radio  to  evaluate 
ukI  improve  measurement  tech- 
ii< (ills  Charging  that  "almost  ever) 
mv  •vv ln»  uses  radio  research  is  <lis- 

..ttisfinl  w  ith  it,"  tin'    t  \  lil. lines  the 

jresenl  multiplicit)  ol  sen  ices 
"with  no  agreement  as  to  which 
vovides  the  must  valid  results'  for 
nost  ol  the  trouble. 
The  l\s  ke\  recommendation: 
Implement  the  Madow-Hyman- 
essen  Committee's  recommenda- 
ion  tor  the  establishment  oi  an 
:)tlue  .it  Research  Methodology' 
.  .  to  objectivel)  determine  the 
ost   reliable   and   valid   audience 

Measurements."    The    proposed    or- 

anization,  which    \\   suggests  be 

derwritten    by    broacasters    and 

ir    representatives,    would    not 

nh    test    methods    currenth     used. 

t  originate  new  ones. 

pranting  that  radio  ratings  data 

"absolutel)  essential  for  the  in- 

Digent   purchase   of   radio   time." 

Vssociation    Suggests    data    use- 
ess  is  most  often  serious!)   di- 


luted h\  the  follow  ing  In  t<  1 1 
^  Inadeqtun  v  oj  fin  oj  home  listi  >> 
ing.  allowing  "no  agreement  on  the 
\ alidit)  "I  i emindei  tag  dial  ies  .it 
tat  In  tl  tn  put  table  sets,  intei  n  iewei 
traffic  checks  i'l  auto  listening,  oi 

applications  oi  dial \  -i  ill  meth 

nds  In  .ill  famil)  membei  s  I  \ 
urges  the  m\  t  stigation  oi  new  and 
different  methods. 

"Proposed     methods     must     .  .\ .  i 

come  present  deficient  ies,  such  as 
those  resulting  from  memor)  failure 
between  tin  act  "I  listening  and  re- 
porting; from  second-hand  report- 
ing ol  listening;  and  from  inten  iew  - 
ing  onl)  those  motorists  w  ho  stop 
at  traffic  lights,  missing  other  motor- 
ists on  the  open  road  w ho  might 
have  different  listening  patterns." 

\t  present,  saj  s  I  \.  radio  broad- 
casters "do  themselves  a  severe  dis- 
service  in  risking  underestimates 
with  an  approach  which  dues  nut 
measure  total  audience." 
I  Ratings  research  noi  reflecting 
changes  in  program  schedule  (/nick- 
/;/  enough  It  also  does  not  reflect 
variations  in  actual  listening  from 
one  time  period  to  the  next  during 
a    i\a\  .    Thus      1  \    i  .ills    Im    quit  k.T 

up-dating  ol  audience  rating  studies 
and  "though  it  may  not  always  In 
possihle  to  Follow    a   standardized 

time  lapse  alter  changes  are   made 


Donald  L.  Kanter 
l\it)iiim-l.<iird 

ONSOR    19    u  ,.,  si    l[)6i 


Ruth  Jones 
7   w  alti  r  I  nompti  m 


w  ith  .i  n<  the 

setting  "I    i  si. ukI. ml  interim  tinv 
pi  i  pit  I 

^  Smallei   markets  noi  /"/ 

the  standard  services    i\  m.   ^.sts 
i  onsidei  ition  I"    gh en  t<     expand 
id  reporting  on  man)  smaller,  hut 
iiii|)ui  taut   mai kets    I  hes<  could  be 
determined    b)     st  media 

pei iple  iii  agem  ies  and   .nh ei tisei 
companies 

I  )iaw  m.;    ,itt(  nthni    to    two    kinds 

■  it  audiem  e  desa  ipt i  consump- 
tive (  h.u.ii  h  iisti,  s  .tntl the 

pi  n  enrage  of    i  stations  audii 
having  greater  consumer  spending 
potential  than  is  tun-  ol  audit  i 
tn  other  statu  .us  m  the  ar<  a     and 
"special  sub-groups'1     segments  "I 
the  total  population  oi  interi  si 
cause  ut   ethnic  background 
m  cupation     et<  I  \     ...I*,  i  h 

more    qualitath  e    resean  h.      Tin 
more  specificall)   these  spe<  ial  au- 
dience groups  ean  he  identified  as 
regular    listeners    t,     a    station 
program    the   more   meaning   this 
kind  ot  research  has  to  the  buyei 
Furthermore,  there  should  he  com- 
parabilit)     ot     sell  ( ted     audi. 
characteristics    reported    for    com- 
petitive  station." 

Since  stations  often  ( laim  theii 
"public  imagi      favorabl)    disp 
people  toward  commercials  broad- 
cast on  that  station,  I  \  reo  immends 

USing    such    methods    as      cntrolled 
experiments   for  testing   list.  n.  i    rt 

cepth  it)    to  identical  i  ommeri  ials 
in  different  station  <  im  ironments 
ordei   to  validate  <.  laims  for  quali- 
tative superiorit) 

Although  a  need  for  remedial 
tention  in  radio  resean  h  is  called 
for,  t  \  reports  that  "influential  pi  i 

-  and  organizations  an-  awari 
tin-  need  ami  are  » ailing  for  a<  □' 
or    taking    steps    toward    Unpn 

lllellt 

( )ne  in. In  ation  ol  an  a<  celei  it< 
interest  iii  Intt,  i  resean  h  is  the  pro- 
i  being  developed  b)  newl) 
appointed  \  \H  tin.  t  tor  •■(  research 
Melvin  \  Goldberg  in  cooperation 
with  member  stations;  the  purpi 

PfaOM    turn  .'■ 


THE  LONGEST 
BEER  ON  RECORD 

Leading  national  brews  prove 
that  there's  lots  of  mileage 

in  radio/tv  for  a  good  jingle 


Heard  about  Mabel? 
She's  the  coy-but-comely  bar- 
maid who  dispenses  the  suds  for 
Curling's  Black  Label  beer. 

And  with  the  help  of  radio  (and, 
to  a  lesser  extent,  tv)  Mabel  has 
created  one  of  the  all-time  success 
stories  in  the  worlds  of  brewing  and 
broadcast  promotion. 

R.  C.  Garretson,  marketing  vice 
president  of  Carling,  credits  broad- 
cast media  with  pushing  Black 
Label  from  62nd  place  to  its  present 
fourth  position  in  the  nation's  taste. 
This  rise  was  accomplished  in  only 


12  years.  Today,  only  Anheuser- 
Busch,  Schlitz  and  Pabst — of  which 
more  later — can  top  Carling  sales. 

In  1949  Carling  introduced  the 
"Hey,  Mabel,  Black  Label"  logo 
and  slogan.  At  that  time  Carling 
produced  and  sold  only  360,000 
barrels.  In  1962  the  company  sold 
3,845,000  barrels.  Both  in  1960  and 
1961  Carling  was  the  brewing  in- 
dustry's fifth-largest  broadcast  ad- 
vertiser. 

Throughout  its  12-year  climb, 
Carling  has  used  radio  to  open  new 
distribution,  target  its  message,  pro- 


Strong  melody  is  key  to  stronger  sales 

Meteorii    rise  nt    lM.uk    Label   beer,   from   62nd   to    lt!i   national   sellei   In    1-   years, 

edited  l>\  marketing  experts  i<>  shrewd  use  <>l  broadcast  media,  pi"1-  jingles  which 

tutstandingly    memorable.    Here,     \rtir    Malvin    singers   cul    Carling   commercial 


f 


■- 


mote  its  new  "handy  bottle,"  and  to 
advertise  the  opening  of  breweries 
in  new  communities. 

Because  of  the  deep  association 
with  its  "Mabel"  musical  device, 
and  its  identifying  whistle,  Carling 
often  uses  music  alone  in  its  spots — 
no  lyrics  in  either  radio  or  tv,  thus 
delivering  an  almost  subliminal 
message.  Furthermore,  the  famili- 
arity of  "Mabel,  Black  Label,' 
heard  on  Canadian  border  stations, 
makes  it  possible  for  Carling's  Ca 
nadian  agency  to  get  more  run  for 
its  tv  and  radio  money. 

The  spots  score  immediate  iden 
tification.  This  is  extremely  impor 
tant  in  Canada,  because  advertiser* 
are  restricted  by  law  to  use  of  a  12- 
second  announcement  which  must 
come  at  the  end  of  a  one-minutt 
spot. 

Last  year,  Carling  opened  it- 
seventh  brewery,  in  Baltimore,  wit! 
an  eighth  planned  for  Fort  Worth 
in  1964. 

Of  its  $12  million  ad  budget,  th< 
bulk  last  season  went  into  radio  anc 
tv  musical  spots,  and  the  sponsor 
ship  of  major  sports. 

One  of  the  remarkable  aspect 
of  the  Carling  campaign  is  tha 
"Mabel"  musical  theme  has  re 
mained  basically  unchanged,  sino 
its  creation  in  1951. 

Phil  Davis  was  the  creator  of  th> 
Carling  jingle;  since  that  time  be 
tuned  up  so  many  copy  variation 
on  the  theme  that  he's  lost  couni 
While  not  claiming  a  record,  Davi 
has  difficulty  in  recalling  any  majo 
radio  tv  campaign  whose  essen' 
tials  have  continued  unchanged  fo 
as  many  years. 

Long-running  copy  and  inusi 
themes  are,  however,  almost  a  tea 
tore  of  the  brewing  industry's  use  i: 
radio  and  tv. 

Another  outstanding  example  c 
longevity  is  Budweiser.  Its  basi 
theme,  "where  there's  life  then- 
Bud  .  .  ."  has  survived  since  195r 

Well  over  200  versions  of  th 
have  been  contrived  by  its  create 
Bob  Johnson,  of  St.  Louis'  D'Arc 
agency. 

In  five  years,  from  1955  to  19» 
the  Bud  commercials  won  at  lea1 
one  radio  and  or  tv  award  eac 
year,  and  the  jingles  and  clips  ai 
still  collecting  directors'  trophies  i 
1963. 


la 


34 


SPONSOR    19    u  (.i  m    196 


ing  running  jingles  keep  life  in  Bud 

Mi    melodies    and    slogan,    "When     there's    hl<  .         have    been    re-exploited 

teveral  limulritl  variations  during  past  eight  years     tgencj   producer  Hnl>  Johnson 

lieves  tasteful   repetition  doesn't   p. ill  quick!)    it   the   musi<    is  u< ><»< I   to  begin   with 


How  can  a  commercial  theme  be 
<t-pt  fresh  lor  eight  years? 

"1  still  don't  think  the  theme  has 
(utwoiii  its  welcome,"  says  John- 

"Repetition,  politel)  and  lightl) 
>nc.  will  work  For  a  long  time." 
His  keynotes  oi  the  Hn<l  com- 
orcials  are: — 

I  se   nt    music   ("good    music, 

well  played") 

•  \  lack  ol  copy  ("this  is  in  t\ 

\<  isions.  ul  course-,  and  e\- 
tremeF)  important:  we  seldom 
run    to    more    than     L6    or    18 

Winds"' 

•  Natural,  familiar  sound  effects. 
Prior    to    1955,    Budweiser    had 

iver  used  .i  jingle  or  a  theme,  and 

.•>  weren't  too  enthusiastic  when 

)'\n\     suggested    a    commercial 

it  li  music.  But  the  client  OK'd  the 

•a.    and    since    then    "I    gueSS    >on 

s.a  it's  been  quite  successful." 

Tlu"  theme  itself  was  written  b) 

nsician-cunductor     Buss     David, 

h  an  assist  from  Johnson.  "We 

to  give  Bud  a  more  friendly, 

outhful,  modern  image,"  Johnson 

••calls.   "Until    then,    it    had    been 

nore  solid  and  conservative." 

Tele\  ision  w  as  at  first  a  \  isuali- 

ation  ol  the  sound  we  had  created 
"r  radio,  the  earliest  spots  showing 
harp  closeups  of  the  instruments, 
he  valves,  the  sheet  music.  From 
hose  first  ones  we've  moved  into 
eahstic  situations." 

"In  Johnson's  opinion,  tv  com- 
mercials too  often  overlook  tin*  ob- 


viOUS  points  which  often  will  help 
Sell  the  product.  This  is  .i  seldom- 
heard  comment;  Johnson  justifies  it 
b\  sa\  ing: 

"To   me,    the   <>h\  ions    is    hall    the 

stor\  when  highlighted  l>\  sound 
effects:  the  opening  of  a  bottle,  the 
pouring  of  the  beer — sounds  which 
we  could  so  easily  overlook  during 
the  filming. 

"It's  ,i  sensor)  thing,  making  a 
hei  r  commercial.  With  that  Fact  in 
mind,  we  have  segued  into  the  use 


<>i  food   l»  ■  i  and  t 

II     Hr     show 

si//l.     'i mi  heai  th>    <  rai  kh 

In  it  dog  and  the  \»  tppin 

the  fin-    I  Ins  lends  i  redibilit)   and 

realism    and     el      t  lot  of  peopli 

ihust\    too 

In  its  overall  stral  itta  k 

in  radio  and  t\    the  brew  ing  indus 
appn  mi  h  has  marked  simil  u 

lt\     W  llli    the    tub .u  t  'i    llldlisti         I 

r<  tte  m. unit. u  t s  long  ago  dis 

1  tin  i  in .i in  nis  value  "l  sun 
pie,    memorable    melodi<    then 

Both    the    beer    .mil    toba<  CO    I  mi 

paigns,  m  general,  are  remarkable 
for  the  mileage  spun  out  "I  their 

h.isic   t  f  il  I II I  li  Tt  l.lls 

From  the  station  and  rep  view  - 
point,  the  consistent  nature  of  spot 
buying  on  bei  r  accounts  has  made 
the  industry  a  desirable  customer 
through  the  years.  However   some 

"I    the   major   brewers   have   shown. 
in    recent    \e.irs.    th.it     they're    not 

a\  erse  to  inno>  ation  and  i  hange  in 

their  timebnv  ing  patterns. 

There  u.is  considerable  trade  in- 
terest List  season,  when  Leo  Burnett 
Vgencj  .u  ting  lor  Schlitz  an- 
nounced  it  would  effect  its  spot 
bin  ing  iii  mid-1  )<i  ember 

Result  was  the  Chicago  agency 

was  able  —   th.niks   to  a   he. id   start 


the  BEER  that  made 
MILWAUKEE  famous 


Short  spots  are  instantly  recognizable 

From  midwest's   Burnett   agency,  Schlitz  o't   current   si 

light  beer"".  Thanks  to  heavy   visuals,  ters<  music,  thi-  message  can 

!><•    hammered    home    in     [D's    and     10-seconds,     .is     weO     as    via     1"? 


PONSOR    I')    m  (.i  si    L963 


SPONSORS  GO 


6  clients  sponsor 

Games  on  TV;  NBC 

sets  radio  sales 


Nets  plan  extensive  coverage 

Both  NBC  and  ABC  expect  to  have  large 
reporting  and  production  teams  at  the 
Games  to  cover  as  many  sports  as  pos- 
sible,  with  the  difference  in  time  expected 
to  be  able  to  fly  back  tapes  and  show 
them  on  television  the  same  day  as  the 
competition.  Both  networks  hope  to  use 
Telstar    or    Relay.    NBC    may    colorcast 


p 


•'.: 


•' 


Athletes  aren't  the  only  people 
priming  for  the  Olympic  Games 
in  1964.  Sponsors  are  busy  complet 
ing  plans  for  commercials  amount- 
ing to  $8  million  in  broadcast  time 
alone  ($5  million  for  the  winter  and 
$3  million  for  the  summer  Games). 

Although  many  sponsors  have 
been  interested,  only  six  are  in  on 
the  buys:  Firestone,  Liberty-  Mu- 
tual, P.  Lorillard,  Schlitz,  Texaco, 
and  Andrew  Jergcns.  Here's  a  run- 
down on  plans. 

Only  three  of  the  sponsors — 
Liberty,  Schlitz,  and  Lorillard — arc 
veteran  sports  buyers.  [Advertisers 
are  becoming  more  and  more  in- 
terested in  sports.  Approximately 
$150  million  is  now  spent  annually 
on  time,  rights,  and  talent  for 
commercials  aired  on  network  and 
independent  station  sports  pro- 
grams. (See  "Sponsored  sports:  a 
giant  tv  industry,"  6  May.)] 

The  winter  Olympics,  from  21 
January  to  9  February,  will  be 
broadcast  over  ABC  TV.  Summer 
Olympics,  10  October  to  24  Octo- 
ber, will  appear  over  NBC  TV. 

Both  networks  will  fly  video 
tapes  back  to  the  U.S.  or.  if  DOS 
sible,  air  some  portion  of  the  events 
live  via  Telstar  or  Relay.  Although 
plans  are  not  definite  NBC  hopes 
to  broadcast  the  Games  in  color. 

Advertisers  are  enthusiastic.  A\> 
of  them,  with  the  exception  <'i 
Liberty,  will  sponsor  the  15  pre 
winter     Olympic     half-hours    FrOD 


SPONSOR    19    \i  <a  si    lW.S    j 


A 


OR  TV  COVERAGE  OF  OLYMPICS 


6:.'iO  to   .    p.m.  beginning  in  mid 
October. 

Firestone    Tire    &    Rubber    Co., 
which   recentl)    dropped   its   long- 
time  \ ideo   image   Voice   of    In, 
stout     on      \1K.'.     h.is     gone    sports 

h.ipp\ .  Firestone  h.is  contracted 
for  participation  on  NCAA  football 
on  C "liS.  .is  well  .is  Championship 
Mowling  to  be  sold  to  KK)  individual 
stations. 

Liberty  Mutual,  which  two  years 
ago  was  onk  in  print  media,  is  now 
pending  near  $2  million   in   tele- 
isinn    Next   year   about   $900,000 

ill  go  into  t\  sports,  all  on  ABC. 
iBrsides  buying  $240,000  in  time  for 
the  winter  (Panics,  it  has  bought 
to  U'l.  football  and  Wide  World 
of  Sports. 
The  insurance  company  re- 
nested  one-quarter  sponsorship 
the  Games,  was  too  late,  hut 
naged  to  obtain  onh  eight 
utes  through  the  courtes)  <>t 
brestone. 

Libert)  believes  that  cornmer- 
ak  on  sports  programs  hit  middle 
d  upper  income  viewers,  usually 

th    a    better    education,     i  \lanv 
asurers   ot    companies  and   other 

en    ot     influence    might    watch 

rts.  whereas   the)    might   not  be 

uent  viewers  ot  other  t\   pro- 
aming 

I*.  l.orillard  has  been  advertising 
t\    sports  shows  since    1945.  The 

inpain    is    carrying    one-quarter 

the    winter    Games.    In     I960    it 

a  heav)    sponsor  ot   summer 

mes. 

Sports  help  to  round  out  the  c  om- 
\s  coverage,  sa\s  a  broadcast 
CUtive  at  I.ennen  c\  Newell. 
iu  \    lor  l.orillard.   It  is  one  sub- 

that  attracts  a  large  number  ot 
masniline  viewers.  To  lure  family 
audience  schedule  calls  tor  heavy 
spending  in  variet)   programs,  The 


Duk  Van  Dt/ki  Show,  Joey  Bishop 
Show,  Jack  Pan  Show,  and  I  <l 
Sullii  mi  Shou 

\ll  ot  l  .01  ill. ud  s  spoi ts  buys  for 
L96 1    are   on    \iu       I  he)    spread 

over  a  large  area,  including  parti- 
cipation in  American  League  Foot- 
ball and  \\  ide  \\  orld  oj  Sports,  as 
well  as  the  winter  Olympics.    Ml 

told  it's  a  $4  million  sports  sched- 
ule. 

Sports  represent  one  oi   the  three 

prevailing  trends  and   preferences 

which  guide  I.orillard's  present 
advertising     plans,     according     to 


\l<  11  van  I   Cramei    pri  sident  1  ■!  the 

(  '  >  1 1 1 1  > .  1 1 1  \  The    Othei    tWO   an 

".1. mis     featui  ing     big  name     pei 
formers  and  <  oloi  programinj 
"\\  e  an-  present!)  pla<  ing  gr<  >t.  1 

emphasis    than    evei    on    spi  uts    ] 

graming  for  old  (.old  Spin  lilt,  i- 
kiiit  and  Nevi p1  >it.  Besidi  s  the 
Olympics  we  have  a  lull  measure 

oi    golf,  has.  ball     football,   bowling. 

and  general  sports  programs  on  the 

three    tv     networks        sa\s    (inner. 

"In  man)  cases,  we  carefull) 
adapt  our  commercial  messages  and 
tailor  our  cop)   to  the  specialized 


Network  Olympic  radio  buys  are  slower 


ALTHOUGH  t\  networks  m  the 
l'.  S.  must  negotiate  lor  video 
riuhts  to  the  Olympic  Games  with 
official  representatives,  radio  cover- 

age  of  the-  international  sports  event 
operates  with  considerable  freedom. 

\n\    l'.  S.  radio  network,  in  fact, 
may  broadcast  full  coverage  ot  the 

Games  for  the  asking.  As  a  result, 

the  news-minded  U,  S.  radio  net- 
works ~  VBC,    CHS.    Mutual,    and 

NB(  J— are  already  deep  in  the  plan- 
ning stages  ot  coverage  ot  the  win- 
ter Olympic  events,  complete  with 
sponsors. 

In  the  largest   deal   to  date.  ( Ifii 
eral    Mills,   on   behalf  of   Wheaties. 
will    sponsor    NBC     Radio's    entire 

1964  winter  Olympic  coverage 

One     hundred     fi\  e-ininute     vig- 
nettes o\cr  a  period  oi    1-  days  are 

planned.  Advance  coverage  will  be- 
gin 25  January  with  the  Rev.  Hob 

Richards,  director  of  the  \\  heaties 
Sports  federation,  and  NBCs  |a\ 
Miller  and  I  .en  Dillon  reporting. 

The    five-minute    reports    w\\]    1*- 
aired   between    ">   and   4   pin     New 


York  time  during  the  week  and 
throughout  the  weekend  on  Moni- 
tor. The  coverage  will  include  in- 
terviews with  world-wide  sports 
celebrities,  athletes,  and  enthusiasts, 
forecasts  and  des<  i  iptii  ros  "t  cer< 

monies  and  competing  e\  cuts 

\H( !  Radio  has  no  sponsor  yel  tor 
the  winter  ( lames.   I  Iowev<  r,  it   is 
planning  to  broadcast  two  or  t! 
reports  a  da)   during  the  competi- 
tion, probabl)   a  total  "t   15 

minutes.     Tom     I  human     and     his 

sports  crevt   will  probabl)   b.    sent 

o\ er  t' i  Innsbruck  to  cm i  i 

( !BS  has  not   talked  about   any 
definite  plans  tor  the  Games    The 

network    has    no    sponsors    for    the 

event  so  far  and  ma)  det  idi   ti  i  do 

\ir\   little. 

Mutual  is  planning  to  o  iver  the 
Olympics  within  its  regular  sports 
programs  and  therefore  is  not  offer- 
ing  a    package    to    adverti- 
c  ording  to  an  ex«  nti\  e 

The  siiniin.  i   (  .ones  in  Tok)  o  .ire 

still  too  tar  oil  to  (  onsider  hi 

cast  plans,  a  lot  w  ill  depend  on  sin  - 

i  ess  oi  u  inter  sports  ^ 


SPONSOR    |U    m  <a  si     plt).< 


37 


Six  sponsors  take  all  for  1964  Games 


Sponsor 


Winter  Olympics,  ABC -TV 

Agency 


Cost 


Firestone  Tire  &  Rubber 

Sweeney  &  James 

$1,250,000 

Andrew  Jergens 

C&W 

625,000 

Liberty  Mutual  Insurance 

BBDO 

240,000 

P.  Lorillard 

L&N 

1,250,000 

Jos.  Schlitz  Brewing 

Leo  Burnett 

625,000 

Texaco 

B&B 

1,250,000 

Summer  Olympics,  NBC -TV 

P.  Lorillard 

L&N 

$1,000,000 

Jos.  Schlitz  Brewing 

Leo  Burnett 

1,090,000 

Texaco 


B&B 


1,000,000 


Some  sponsors  take  winter  and  summer 

Lorillard,  Schlitz,  and  Texaco  arc  big  buyers  for  both  Games.  Winter  Olympics  were 
sold  l>y  quarters,  summer  l>\   thirds.  Lorillard  is  only  return  sponsor  from  I960  Games 


nature  of  the  event,''  Cramer  says, 
"We  find  this  makes  tor  greater 
impact  and  a  higher  degree  of  re- 
tention by  viewers  ol  our  sales  ap- 
peals." 

Schlitz,  in  tor  8625,000  worth  of 
winter  Games  segments,  is  also  a 
veteran  sponsor  of  sports.  For  this 
fall  the  heer  company  has  con- 
tracted for  participation  on  the  CBS 
Sunday  Sports  Spectacular. 

\n  account  executive  at  Leo 
Burnett,  agency  for  Schlitz,  sa\s 
there  is  a  touchiness  nowadays 
about  amateur  and  professional 
sports  and  it  carries  over  to  adver- 
tising on  both.  Whereas  profes- 
sional athletes,  especially  in  sports 
like  bowling  and  baseball,  would 
probably  smoke  cigars  or  drink 
beer,  amateur  athletes  would  not. 

The  spokesman  said  that  women 
in  the  sports  audience  are  a  [mis 
factor.  Since  they  usually  buy  the 
beer  it  is  important  that  they  be 
familiar  with  the  brand  name,  but 
men  still  control  the  buying  by  st.it- 

ing  their  preference. 

Texaco  is  a  relative  newcomer  to 
network  sports;  last  \ear  it  went 
heavily  into  sports  tor  the  first  time-. 
For  next  year  it  has  signed  up  for 
both  the  summer  and  winter  Olym- 
pics—an  outlay   of   $2,250,000  for 


the   Games,   equalled    only   by   P. 

Lorillard.  Texaco  will  also  sponsor 
the  Bing  Crosby  Coif  Tournament, 
the  NCAA's  on  CBS  and  the  base- 
ball Came  of  flic  Week. 

Jergens  recognizes  the  female  ap- 
peal of  sports,  especially  winter 
sports. 

"Examining  the  audience  compo- 
sition figures  of  the  1960  winter 
Olympics  as  telecast  on  CBS  we 
find  that  female  viewership  com- 
pares very  favorably  with  today's 
top  woman-appeal  programs  such 
as  Hen  Casey  and  The  Nurses,  says 
Richard  H.  Depew,  vice  president 
and  director  of  tv  marketing  at 
Cunningham  &  Walsh,  agency  for 
Jergens. 

What  evidence  there  is  supports 
the  observation  that  commercials 
housed  in  sports  shows  tend  to  per- 
form as  effectively  among  women 
as  the  same  commercials  shown  in 
a  less  strenuous  program  context, 
according  to  Schwerin  Research, 

American  Research  Bureau  data 
tor  the  1960  games  bears  out  the 
theories  that  women  like-  to  watch 
sports.  Considering  all  available 
telecasts  tor  the-  winter  Olympics, 
\RB  audience  composition  figures 
show  that  more  women  watched 
than  men  (  1.02  lor  men  and  1.06  for 


women).  For  the  summer  Games, 
however,  men  outranked  women, 
.88  for  average  male  audience  and 
.75  for  female  audience. 

CBS,  which  broadcast  both  the 
winter  and  summer  Olympic  Games 
in  1960,  did  a  great  deal  of  research 
on  the  audience.  Says  a  research 
executive  at  the  network,  "I'm  tired 
of  doing  all  this  research  to  prove 
that  N'BC  and  ABC  have  a  good 
buy  in  the  Olympics,  and  to  adver-  ( 
risers  that  they  should  sponsor 
Games  when  they're  on  other  net- 
works. 

A  capsule  report  from  CBS  re- 
search reveals  the  following: 

On  the  basis  of  National  Nielsen 
36,570,000  homes  (80.99?  of  total 
U.S.  tv  |  viewed  the  summer  Olym- 
pics, comparing  most  favorably 
with  the  winter  Games  which  were 
viewed  in  36.SS3.000  homes  (81.6 
ol  total  U.S.  t\  i. 

CBS  research  estimates  that  some 
95  million  persons  viewed  the 
winter  Games  and  a  similar  number 
the  summer  Games. 

Over  5  million  homes  or  about 
12.5  million  people  viewed  the 
average  telecast  in  the  32  program 
series. 

The  summer  events,  aired  in  the 
evening  between  6  and  11  p.m.  did 
somewhat  better  than  CBS  compe- 
tition. The  network's  research  de- 
partment reports  that  the  Olympics 
earned  a  5%  higher  share  than  the 
NBC  competition  and  3%  higher 
than  ABC  (CBS  admits  this  analy- 
sis is  limited  because  of  the  sus- 
taining time  periods  on  the  other 
networks  as  well  as  other  factors). 

Both  the  weekend,  daytime,  and 
late  evening  Olympic  events  did 
generally  better  than  the  compe- 
tition. 

The  summer  Olympics  on  CBS 
obtained  a  much  higher  share  of 
audience  than  the  regular  pro- 
grams it  replaced.  For  the  periods 
in  the  evening  6  to  11  p.m.  the 
Olympic  share  was  33.4  or  2~ 
higher  than  the  average  for  CBS 
programs  in  the  preceding  and  fol- 
lowing weeks. 

Sponsors  of  the  1960  Olympic 
Games  were:  (winter)  Renault, 
Union  Oil  of  California,  Schlit/. 
|  summer  I  Atlantic  Refining,  Bur- 
germeister  Brewing,  P.  Lorillard. 
General  Mills.  Sandura  Co.,  Ameri- 
can   Home    Products,    and    Bristol- 


! 


38 


SPONSOR   19  august  1963 


Myers,  .ill  majoi  uii  media  buyers 
III,    i  ights  t"  ilu'  w  uit«  i   ( )K  in 

pus.     w  hich     w  rill     t.  I      \  IK    .     *A  in 

handled    l«\    Kenyon   a    E<  khardl 

appointed  b)  tin-  Austrian  Olympu 

Committee  The  ad  agencj  handles 

.ill  the  numerous  Bnan<  ial  problems 

concomitant   with   tin-  sale  "I    tin 

broadcast  packages. 

Ciancarlo  Rossini,  (C&E  vp  inter 
D.itnui.il.  .1  kej  in. in  in  w inning  the 
account,  was  also  majoi  negotiatoi 
toi  ( .ardner  w hen  th.it  agenc)  uon 
tli.  rights  back  in  I960  The  ( ui 
rent  rights  were  sold  t"  \W  1>\ 
k,\l  Foi  s~><h).<m)<).  The  agencj 
win Iced  on  .1  lie  basis  W  lii«  li 
amounted  to  at* ml  I •">'  i  oi  the  cosl 

Rossini  said  there  were  technical 
.mil  financial  reasons  explaining 
win  the  Austrian  committee  did 
not  deal  with  the  networks  directly. 
Re  said  .it  the  I960  Squav  Will.  \ 
Winter  Olympics  became  so  fouled 
up  that  \iu:  bowed  out  and  <  BS 
scooped  lift  the  rights  for  "peanuts. 

UK  s  preliminary  plans  call  foi 
16  hours  to  he  devoted  to  the 
Games,  one  hour  each  weekday 
■ght  and  two  hours  each  ol  the 
tour  weekend  days.  The  pre-Olym- 
pir  s.rics  will  be  televised  mi  Sat- 
urday s  6:30  to  7  pin  EDT  start- 
fakg  1">  October.  These  pre-Game 
programs  will  cover  the  trials,  facil- 
itics  tor  the  teams,  .mil  .i  close  look 
at  some  ol  the  top  athletes  who  arc 
competing.  \  team  ol  producers 
and  engineers  lias  alread)  been  to 
hnsbruck  to  survej    the  Olympic 

site  tor  the  telecasts 

UK  !  u  ill  c  ii\  er  a  variet)  ot  the 
sports,  including  ice  hockey,  giant 
'slalom,  slalom,  cross-country,  ski 
•jumping,  speed  skating,  taboggan- 
n.  bobsledding  and  figure  skating, 
with  tour  to  si\  events  scheduled 
each  day  ot  the  twelve  days  allo- 
wed to  the  (Finn's.  Hoonc  Arledge, 
executive  producer  of  Wide  World 
•  'i  Sports,  will  head  the  production 
team  at  Innsbruck. 

NBC,  which  acquired  the  t\ 
rights  from  the  Japan  Broadcasting 
Corporation  \llk  .  plans  to 
broadcast  1  tii  hours  of  the  summer 
Olympics.  Plans  .ire  still  not  defi- 
nite, hut  the  network  says  there  will 

he  dail)    coverage  in  tin-  evening 
uid  longer  programs  on  the  week 
nds   it  will  begin  coverage  of  the 

Olympics   10  October  just  after  the 
finals  of  the  World  Series  tt> 


Advertisers  get  added  attention 
with  bigger,  bolder  listings 


SELLING    preferred    newspaper 
listings   to   ts    advertisers   is   .i 
profitable   business     I  he    National 

I  \  I  ■  ■■;  In.  his  limit  up  ,i  simple 
and    oh\  ions       hut    \  er\     ellei  1 1\  e 

w  a\  ol  doing  it 

NT1  is  .i  specialized  nev<  spapei 
representative  firm  offering  televi 
sion  advertisers  the  opportunitj   to 

ha\ c  linn  programs  listed  in  hold- 
lace,    as    w  ell    .is    .it    least    2    point  - 

larger  t\  pe,  w  ithin  new  spaper  pro 

gram  listings 

although  still  ,i  relativel)   small 

operation    In     t\  -advertising    stand 

aids    (the    compan)     does    about 

$  10,000  in  business  each  month  it 
has    been    noticed    and    used    by    ,i 

good  man}  large  advert  isers 
Vmong  them;  Shell  Oil.  E.I.  Du- 
Pont,    I   lilted    States    Steel.    I'lllden 

tial  and    Metropolitan   Ial.    [nsui 
ance,  General   Electric,  Kaiser  In- 
dustries. I'm.  t.  r  l\  Gamble,  Mattel, 
and  ( lolgate-Palmolive. 

Individual  personalities  also  have 

bought  the  sen  ice    In  a  letter  to  the 

\<\\  York  office  Jack  Paar  recent!) 
s.iid.  "Its  the  greatest  bargain  I've 
ever  seen.  1  never  dreamed  any- 
thing so  valuable  could  he  so  inex- 

pensix  c." 

The  System  works  similarly  to 
that  at  the  \ellow  pages  in  the 
phone  hook.  The  name  ot  the  spon- 
sor    is    sometimes    listed    with    the 

name  of  tin-  program,  however. 
Problem  is  man)  people  feel  that 

hold-face    indicates    some    editorial 

recommendation.  So  much  the  ln-t- 

ter  lor  the  sponsor,  hut  since  the 
hold-face  is  clearly  marked  by  an 
asterisk  and  footnote  explaining  the 
item  is  an  m\,  its  morality  cannot 
he     challenged.     Hold-face     in     the 

yellow  pages  is  not  designated  as 

a  paid  advertisement,  hut  in  this 
case  the  publk  is  familiar  with  the 
idea. 

Cost    to    an    advertiser    tor   the 

special  Service  is  alxiut  S>M)  per  line 
per  day.  The  listings  are  hold-faced 

in  31  newspapers,  published  in  12 


in.ukeis  9  ..|  w In.  h  are  in  the  top 
15  ma iket  s  Total  circulation 
I.. u  Iks  about   I"  million  pei  iple 

Ih.    id.    i  I.  ai  hid  ll  iiitii.ii  m   1957 

iiinl.  i    \iil.i.  \    II    Ison    now   pr< 
d.  ni   and   gen<  i  >l   managei   ol   the 
\  I  I     \t  that  time  the  foui  • 
I  os     Vngeles    dailies    were    used 
sin, ,    then  the  firm  has  grow n  to 
me  a  nations  ide  operation 

Nat al " I  v  1  ■  ig's  listings  are  lim- 
ited tO  two  ad\  eitis.  i  s   in  . 1 1 1 \    h  ilt 

hour  show  so  as  not  to  overload  the 

|o<j,  and  thus  destil  'V    the  plus  fa 
of  the  hold  lace  lisle 

"II  a  t\  show  is  preempted  I 
special  new  s  progi  un  or  some  .  ither 
unforseen   reason   after  the   listing 
has  In  i  ii  published,    saj  s  Is. in 
pa)  the  new  spaper  the  lull  rati  and 
gh  e  the  advertisi  r  en  dit 

"We  are  v  orking  to  set  up  a  pack- 
age bu)    that  w  ill  include  the  lead 

ing  newspapers  in  the  top  25  mar- 
kets in  the  eoiuitrv  ^ 


♦  00  O    •    Man  tkmm 


rlH9«  HHPfi  DMt  '««■» 
n  Uvikw  lw&  UBl  NMMt. 
imfil    OtarfM    ** 

SVtCUl  0»  I«  MO 
mm 


m«*»i  on 


rkknau  •>  IM  Hm   tftati 

i  rwnuc  f«sf urs  i* 

VICTOR  BOtCC  SHOW 
F10M  UNCQLN  ClNTFS 
wrm  MUCQ  MARCUU 


Type  makes  the  difference 

Bold-face  listing  not  ool)  umou 

cram  tnit  givej  .i.l.l.tl  emphasis  to  show 

Hits  viewei  .it  time  when  In-  mil 

ti.Mi.    Operation    ii    sm.ill    t>ut    glowing 


SPONSOR    |«1    u  ,.i  si    | 


9 


Bernini  fountain  for  tv 

Famed  Fountain  of  Neptune  was  used  in  Calgon  commercial  opening  sequence  with 
sound  of  running  water  leading  youngster  into  dream  sequence  of  taking  a  bubble  bath 


Wanted:  A  Renaissance  fountain,  so... 


CALGON   GOES  ON 
LOCATION -ROME! 


' 


There's  a  new  authority  on  the 
Famed  fountains  of  Rome.  He's 
Arthur  Ross,  vice  president  of  Ket- 
chum,  MacLeod  &  Grove,  a  Pitts- 
burgh-based  agency. 

Ross,  who  serves  as  television- 
radio  creative  director  for  the 
agency,  recently  completed  a  five- 
day  walking  tour  of  the  Eternal 
City  in  behalf  of  client  Calgon.  For 
the  Pittsburgh  company  (a  subsidi- 
ary of  I  lagan  Chemicals),  he  in- 
spected some  150  fountains  to  find 
a  location  for  a  commercial  in  be- 
half of  Calgon  Bubble  Rath.  The 
product  is  one  of  several  from  Cal- 
gon which  will  receive  heavy  ex- 
posure on  t\  this  bill.  With  its  ex- 
panding use  of  the  medium,  Calgon 


also  is  placing  added  emphasis  on 
its  commercials. 

Calgon  is  using  both  network  and 
spot  tv  in  what  is  reported  to  be 
the  biggest  campaign  yet  by  the 
company  (1962  network  and  spot  tv 
gross  time  billings  were  $536,000, 
according  to  TvR). 

Calgon's  fall  network  advertising 
includes  a  total  of  100  commercial 
minutes  to  be  run  on  fourteen  diff- 
erent ARC,  CRS  and  NRC  pro- 
grams. The  network  advertising  will 
be  devoted  to  Calgon  Bouquet  and 
Calgon  water  conditioner. 

For  Calgon  Rubble  Rath,  spot  tv 
will  be  used,  with  the  recently  com- 
pleted commercial  filmed  entirely 
in  Home  being  released  tliis  week. 


In  this  commercial,  a  small  gir 
walks  and  skips  her  way  througl 
Rome's  streets  in  pursuit  of  a  white 
dove.  The  bird  leads  her  to  the 
Fountain  of  Neptune,  completed  bj 
the  most  technically  gifted  of  the 
late  Renaissance  sculptors,  Giovan 
ni  Bernini.  The  liquid  sound  of  thJ 
running  water  leads  her  into  .1 
dream  sequence  of  taking  a  bubble 
bath,  and  after  it  is  completed,  the 
obliging  dove — with  a  nice'  sense  o 
timing  for  the  technical  require 
ments  of  American  television — flie| 
away  from  the  fountain,  follow© 
by  its  small  and  spotless  admirer. 
The  difficulties  of  shooting  a  COT 
plicated  motion  picture  sequence  i 
a  city  noted  for  dropping  all  ordin 


|u 


SPONSOR    19    \i(.isi    196 


.u\  \mii k  routine  t"  w .iti  li  a  mov ie 
being  made  wen-  legion.  But  Boss 
Isjne  back  From  Rome  mine  inter- 
ested in  discussing  some  probable 
bends  in  the  "mood"  commercial 
tint  In-  believes  w  ill  be  more  Pre 
jguentl)  made  l>v  U.  S.  advertisers 
"\\  e  used  the  little  girl  and  the 
love  tn  connote  pin it\  of  product," 
lie  said  "  \i  tn.ilK ,  though,  we  were 
trying  tm  something  deeper  than 
that.  We  had  soft  light  we  wanted 
in  Rome.  We  had  the  appeal  <>l  .1 
fashionable  and  exciting  tit  v. .  In 
Bernini's  sculpture,  we  had  .1  foun- 

tain   tli.it  could  logically   appeal   to 

a  child  because  <>l   its  interesting 

seiilptnr.il  shapes  yet  would  make 
a    powerful    and    emotional    impact 

on  the  adult   with   its  beauty.   In 

■Dmbining  all  of  these  pictorial  ele- 
ments we're  trying  to  reach  everv 
woman,     who,     despite     whatever 

sophistication  she  achieves,  always 
retains    something    of    the    'child- 

woman'  in  her  makeup  all  her  life." 
Buss  admits  he  stayed  away  trom 

a  literal  stor\  rendering  in  making 

the  Calgon  spot  -the  third  he  has 
■One  in  Overseas  locations  for  this 
k\k\-(i  client  in  the  last  vear. 


( )in  ..I  the  things  I  think  we'n 
learning  in  commercials,  and  pei 
haps   learning   it    late    is   thai    the 

human    mind    is   the    greatest    speed 

1  .u  it  111  the  world,"  he  1  ontinued 
"Five  years  ago  it  we  were  making 
this  same  commercial,   we  would 

have    taken    great    pains    tn    make    it 

clear  to  the  viewer  that  the  little 
gii  I  in  the  spol  is  going  into  a  <-\.i\ 
dream  sequence  oi  bathing  inst  as 

luxurious!)    as    her    mother     But    tO 

day's  woman  viewer  is  smarter  than 

that  a  lot  sin. utei  Modern  novels 
(ihns,  and  television  plavs  have  aC- 
cusloined  her  to  a  streain-ol -con- 
sciousness treatment.  In  CalgOD 
Buhhlc  Bath  we're  selling  a  luxUT) 
product  that  calls  lor  a  subtle,  but 
unmistakable,  emotional  and  sen- 
sor) appeal.' 

Boss    admitted     that    production 

difficulties  in  Calgon's  latest  com- 
mercial spot  exceeded  earlier  ones 
he  completed  in  Puerto  Rico  and 
Jamaica,  where  he  selected  remote 
vv  aterfall      and      ocean      set  t  lie's. 

\inon''    the    difficulties    he    cited 

were: 

This   time   of    the   vear.   all   the 
doves    in    Boine.    for    reasons    that 


Selling  the  product 


Checking  camera  angles 

Ketchum,  MacLeod  &  Grove's  Arthur  Ross  is  shown  above  working  on  Rome  liK.itn.ii 

m  shooting  new  commercials  fur  Calgon  Bubble  Bath  which  will  be  used  tn  si*<t  t\ 


Calgon  Bubble  M.itfi  Is  Introdui  ed  into  the 
1  ommen  fa]  In  dream  sequi  m  e     <  >bll 
dove    leads  viewer  l».uk  tn  tin    fountain 


Boss  did  not   take  the  trouble  to 

fathom,  llv   awav    to  \  1  iik  e    I  |i    had 

to  settle  lor  aii  albino  pigeon. 

Training  an  albino  pigeon  with  a 
string  attached  to  its  leg  ahead  of 
a  camera  crew  is  tough.  It  took  two 

davs  to  teach  the  pi''eon  to  land  on 

the  fountain. 

Bernini,    an    excellent    man    on 

fountains,  was  nevertheless  unable 
to   forsee   the  i\a\    w  hen   one   of    Ins 

late    Renaissance    masterpii 
would  become  a  central  prop  fur 
commercial  television    Technicians 
spent    another   da)    adjusting    the 

fountain's  hydraulic  svstem  so  that 
it  would  send  forth  the  right  amount 

ol  sprav  t"  satistv  the  producer. 

"Although  we  filmed  on  Sunday 
morning  to  secure  a  quiet 

we    had    a    thousand    people    m    the 

square  in  no  time  fl.it."  B"ss  1,  (  alls. 

"But  the  Italian  police  arrived  m  a 
hurry  to  restore  order,  and  both 
the)    and    the    audiem  e    $e*  m»  ■!    to 

enjoy  tin-  filming." 

luction    on    this   comm<  n  ial 
was   handled    l>v    James    Love    I'ro- 

duc  tunis.  tin  ,  and  b)  ( breath  1  <  m- 
ema,  Inc  .  for  the  two  earlii  1  Cal- 
gon commercials  Both  firms  have 
their  headquarters  in  New  York 

\  Dumber  >>l  1  ommen  ials  w  hk  h 
Boss  has  completed  for  KM&G 
clients  that  include  Calgon  Corpo- 
ration,    Rubbermaid,     Alcoa     and 

Count)       fair      Bread      have      won 

awards  m  competitions  held  in  Chi- 
cago, Pittsburgh  and  New  York  ^ 


SPONSOR    p)    m  ,.,  si     i 


II 


ANOTHER  VALUABLE 

ADVERTISING 
OPPORTUNITY 

ON  WNBC-TV 

N  EW    YORK 

y\ 

/  New\ 

'"BIRTHDAY^ 

\  HOUSE"  / 

\ PLAN  / 

N/ 

Delivers   a   large  and 
responsive    child 
audience    with    an 
exceptionally     large 
bonus     of     women 
viewers,    at    new 
weekly   rate. 

HERE'S  HOW  IT  WORKS 

YOU  BUY  a  strip  of  5  one- 
minute  announcements  weekly 
in  "Birthday  House,"  9-9:30 
AM  Monday-Friday. 

YOU  GET  the  benefit  of  the 
strip  rate  which  brings  the  cost 
per  spot  down  to  $252  or 
$1,260  per  week. 

AND  you  get  the  tremendous 
sales  response  which  comes 
when  children  and  mothers  to- 
gether see  your  messages. 


IT  GIVES  YOU   MORE   FOR 
YOUR  TELEVISION  DOLLAR 

Ask  your  WNBC-TV  or  NBC  Spot  Sales 
Representative  for  complete  details. 


TIMEBUYER'S 
CORNER 


Media  people: 
what  they  are  doing 
and  saying 


WNBC-TV 


o 


NEW  YORK 


In  New  York:  The  two  WTRF-TV  (Wheeling-Steubenville)  Tower 
Topper  parties  (see  photo)  at  the  Overseas  Press  Club  drew  more  than 
400  Hmebuyers.  Hosting  the  festivities  were  the  station's  executive  v. p. 
Robert  Ferguson,  national  sales  manager  Cy  Ackerman,  and  other  staff 
members.  Channel  7's  film  and  photo  presentation  pictured  construc- 
tion of  the  new  962-foot  (above  average  terrain)  tower,  which  greatly 
exceeds  height  of  old  tower  (590  feet  a.a.t).  According  to  station,  new 
coverage  gained  includes  529,300  new  tv  homes. 

Manhattan  switch:  Jack  Quigley  is  now  with  Doyle  Dane  Bernbach 


Timebuyers  toast  new  tower 

At  the  Overseas  Press  Club  in  Manhattan.  Kenyon  &  Eckhardt  foursome  surrounds  | 
Hollihgbery's  Mary  Anne  Yurastz  in  a  toast  to  YVTRF-TV's  (  Wheeling-Steubem  tile  | 
new  taller  tower.  L-I  are  Ted  Blnmerstein,  George  Ogren,  I'liil  Can/,  and  Boh  Gei& 


(New  York)  buying  for  General  Mills.  Jack  was  a  buyer  on  the 
Ballentine  account  at  Estv  (New  York). 

New  at  Street  &  Finney  (New  York):  Rudy  Nardelli  lias  joined  the 
agency  as  assistant  to  the  media  planning  director.  He  was  a  media 
buyer  on  the  Tetley  Tea,  General  Foods,  and  other  accounts  at  Ogilvy, 
Benson  &  Mather  (New  York). 

KTLA-TV's  (Los  Angeles)  fifth  annual  presentation:  station  execs  report 
that  more  than  600  advertisers  and  agency  people  saw  the  stations 
30-minute  film  previewing  1963-64  programing  at  a  three-day  series  of 
luncheons  at  New  York's  Sheraton-Fast  recently.  Co-hosting  the  all  airs 
with  PGW  execs  were  S.  L.  (Stretch)  Adler,  station's  v.p.  and  general 
manager,  and  other  KTLA-TV  staffers.  Film's  general  message  was  that 
there  is  no  single  L.A.  market — but  a  complex  combination  of  225 
different  and  separate  communities  that  make  up  greater  Los  Angeles. 
and  that  KTLA-TV  offers  "total  local"  programing  to  reach  these  com- 
munities. Among  agency  people  on  hand  during  the  first  presentation 
were  timebnyer  Irene  Levy,  Grey;  media  director  Herb  Gruber,  Park- 

(  Please  turn  to  page  44) 


42 


SPONSOR    19  august   1963 


MAXIMUM  RESPONSE 

-that's  advertising  efficiency. 


BAL  TV.  BALTIMORE 

MARYLAND'S  NUMBER  ONE  CHANNEL  OF  COMMUNICATION" 


NATIONALLY  REPRESENTED  BY  EDWARD  PETRY  &  CO  .  INC. 


WW 


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1  •  ".7-/ '  f, 

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«  ^e  5#ra£  market  Hf 

— -7       A' 

11$ 

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MM    \     6w«/^e    I 

Mm  )  PLAINS  v 
'TELEVISION 


STATIONS 


TIMEBUYER'S 
CORNER 


Continued  from  page  42 


son,  buyer  Lynn  Diamond  and  radio-tv  spot  coordinator  Ray  Jones, 
both  of  Young  &  Rubicam. 

Buyer  makes  a  move:  Lucille  Giorelli  is  now  with  Kudner  (New  York) 
as  assistant  buyer  on  the  Tussy  account.  Lucille  was  formerly  a  buyer 
with  Fuller  &  Smith  &  Ross  (New  York). 

KCOP-TV  (Los  Angeles)  presentation:  New  York  buyers  recently  saw 
a  16-minute  color  film  presentation  preview  of  the  Petry-repped  sta- 
tion's 1963  fall  programs,  emceed  by  general  sales  manager  William 
Andrews.  Andrews  emphasized  the  station's  sports  programing  along 
with  commentary  the  evening  feature  shows. 

Fuller  &  Smith  &  Ross  announces  two  Bills:  Bill  Sassos  joined  the 
agency  1  July  as  a  media  buyer,  reporting  to  associate  media  director 
Bernie  Rasmussen.  Bill  is  working  on  the  Renault,  Raytheon,  American 
Optical,  and  Hercules  Powder  accounts.  He  was  formerly  a  media 
buyer  at  Doyle  Dane  Bernbach  (New  York).  Bill  Hines  joined  F&S&R 
8  July,  and  is  working  under  media  director  Mike  Keenan  on  the 
American  Chicle,  West  Virginia  Pulp  &:  Paper,  Acco  Labs,  Warner- 
Lambert,  Coats  &  Clark,  and  Commercial  Solvents  accounts.  He  was 
with  Lennen  &  Newell  (New  York). 

New  at  SSC&B  (New  York):  John  Nugent  has  joined  the  agency  as 
broadcast  buyer  on  the  Montclair  cigaret  account,  sharing  buying 
chores  with  Wayne  Silbersack.  John  was  with  Esty  (New  York)  where 
he  bought  for  the  Ballantine  account. 

Tessa  Allen:  p-o-p  please,  pronto 

Uptown  a  piece  on  Madison  Avenue  at  the  Lawrence  C.  Gumbinner  agency 
in  New  York,  timebuyer  Tessa  Allen  handles  such  accounts  as  Block  Drug, 
Whitehall  Laboratories — a  division  of  American  Home  Products  (Neet, 
Dristan  room  vaporizer,  Sudden  Beauty  facial  cosmetic),  and  Sacramento 
Tomato  Juice.  She  joined  Gumbinner  in  1956;  started  her  career  as  an 
assistant  timebuyer  with  the  Charles  Antell  Company  in  1950.  Tessa, 
good-natured,  but  intent  when  it 
comes  to  media  buying,  brought  up 
the  point  that  a  lot  happens  after 
the   actual   media   buy   is   made. 
She's  especially  interested  in  mer- 
chandising, and  how  it  can  figure 
heavily  in  a  media  plan.  As  Tessa 
says    concerning    merchandising, 
"After  the  media  buy  for  a  prod- 
uct,  merchandising  can   play   an 
important  part  in  a  campaign.   I 
find  it  very  helpful  to  have  a  sta- 
tion rep  spell  out  a  complete  mer-  f  ^^  ^ 
chandising  plan  of  what  the  station 
can  offer:  in-store  displays,  per- 
sonalities' appearances,  trade  calls, 

etc.  And  once  we  have  the  promise,  v* 

we  like  very  much  to  get  fast,  fast, 
fast  proof-of-performance  —  while 
the  campaign  is  still  fresh  and 
lively." 

And  how  about  her  time  away  from  Madison  Avenue?  Well,  Tessa  says 
gardening  is  really  her  favorite  sport.  She  wields  her  spade,  trowel,  and 
green  thumb  at  her  home  in  East  Orange,  New  Jersey. 


II 


SPONSOR    I!)    \i  (.i  m    1963 


PEOPLE  POINTED  .  .  .  person-to-person  radio, 
directed  to  people  .  .  .  programmed  with  a  keen  awareness 
of  people-preference,  and  advertiser-insight.  KLEO,  radio 
that  makes  a  "point"  in  the  Wichita  area  .  .  .  family  radio 
with  a  "sharp"  sound  in  Kansas.  People  who  listen,  like  it 
.    .    .    people  who  buy  it,  love  it! 


KLEO 

is 

PEOPLE-POINTED 


REAL    SHARP 


i 


KRMG 


KIOA 


KQEO 


KLEO 


robert  • 

eaatman    At   co  .    in-' 


SPONSOR    1 1)    u  ,.,  m     | 


COMMERCIAL 
CRITIQUE 


Trends,  techniques  new 
styles  in  radio/tv 
commercials  are  evaluated 
by  industry  leaders 


"THE  REAL  TURTLE  SOUP" 

By   DON    PURCELL 

Why  is  it  that  with  all  the  talent, 
time  and  money  which  goes  into 
advertising,  the  bulk  of  the  singing 
commercials  we  hear  on  the  air  are 

a  "vast  wasteland"  of  insipid,  inane 
and  childish  jangle?  Jangles,  not 
jingles.  A  major  reason  is  that  the 


2.  The  word  "real"  doesn't  say 
anything.  "Genuine"  would  be 
much  stronger. 

3.  "Or  merely  the  mock." — We 
feel  this  is  negative.  Change 
to:  "Made  from  highest  qual- 
ity turtle  stock." 

Complete  line  will  now  read: 

"It    is   the   genuine   turtle   soup, 


'PLEASE!  I'll  run  it  up  the  flagpole  myself!" 


songwriter's  art  has  been  confused 
with  the  copywriter's  craft,  and 
even  where  obvious  talent  is  at 
work,  the  two  forces  seem  to  be  at 
war  with  each  other.  Where  inferior 
musical  talent  is  at  work,  the  re- 
sults are  obvious,  but  it  is  doubtful 
that  even  the  finest  of  talents  could 
survive  the  imperatives  of  literalism 
in  the  desire  to  create  "sell"  copy. 

lit  us  examine  Cole  Porter's 
classic  "At  Long  Last  Love,"  as  it 
might  suffer  under  the  intellectual 
breakdown  of  communication  that 
is  often  the  result  of  the  "too-many- 
cooks"  method  of  creation: 

Lyric  Line:  "IS  IT  THE  REAL 

TURTLE  SOUP,  OR  MERELY 

THE     MOCK?"     COMMENTS 

FROM  AGENCY: 

1.    This  line  asks  a  question.  We 

want   to  say  that  our  product 

IS  the  real  turtle  soup,  not  ask 

"Is  it  the  real  turtle  soup?" 


made  from  highest  quality  turtle 

stock." 

NOTE:  CLIENT  LIKES  MEL- 
ODY. KEEP  IT  EXACTLY  THE 
SAME! 

This  imaginary  colloquy  is  not  so 
far  from  what  actually  happens  as 
you  might  think.  The  results  are 
pedestrian  lyrics,  words  which  do 
not  fit  the  music  they  have  been 
mismated  with,  distorted  pronunci- 
ations, sloppy  rhymes,  and  lines 
which  are  good  in  print  but  un- 
intelligible when  sung. 

Is  there  a  solution  to  this  situa- 
tion? Possibly,  though  I  have  my 
fears.  Unfortunately,  the  world  is 
full  of  amateur  songwriters.  And, 
when  a  high-level,  successful  and 
creative  copywriter  turns  his  hand 
to  jingle-writing,  he  is  still  an  am- 
ateur when  it  comes  to  musical 
knowledge.  The  jingle  is  conceived 
at   the   agency  level,   and   then   the 


production  house  is  given  the 
"routine"  task  of  arranging  and  pro- 
ducing the  spot.  There  is  a  need  for 
a  more  integrated  method  of  crea- 
tion, a  proper  wedding  of  words 
and  music,  handled  by  talents 
whose  knowledge  of  music  is  as 
good  as  their  knowledge  of  copy- 
writing.  A  closer  comunication  is 
needed  between  agency,  client  and 
production  house.  Since  music  is  an 
emotional  method  of  communica- 
tion, there  is  a  need  to  emphasize 
"the  feeling  we  wish  to  convey," 
lather  than  "this  is  what  we  want 
to  say."  The  hackneyed  phrases  and 
cliches  of  copy  must  be  abandoned. 
There  is  absolutely  no  reason 
why  a  singing  commercial  can't  be 
as  good  a  song  as  the  latest  leader 
on  the  Hit  Parade.  And,  I  am  sure, 
no  client  will  object  to  his  "song" 
becoming  a  hit.  Exposure  he  can 
buy;  fresh  and  original  thinking  will 
assure  lum  a  hit  and  possibly  a 
"standard."  But  we  can't  achieve 
this  by  singing  about  platitudes 
such  as  "quality,"  "the  finest,"  "the 
best."  Such  ideas  will  give  us  only 
dishwater.  What  we  need  is  the 
Real  Turtle  Soup.  ^ 


DON   PURCELL 


Don  PurceU  is  president  of  Pur- 
coll  Productions,  a  commercial  pro- 
duction firm,  ami  PurceU  Produc- 
tions subsidiary,  [nter-Continental 
Broadcast  Media. 

PurceU  credits  the  creativity  and 
versatility  of  liis  organization  to  the 
nidi'  areas  of  talent  covered  1>>  liis 
department  heads.  Lou  Carter  is 
creative    director,    Man    Shervan, 

art    director,    did    the    rartoon. 


46 


SPONSOR    19  august   1963 


Why  view  on  a  screen  .  .  .  what  they'll  see  on  the  tube! 


A  tv  commercial  viewed  on  the  conference  room  movie  screen 
may  look  to  be  a  sharp  winner  .  .  .  yet  turn  out  to  be  a  dull 
also-ran  on  the  tv  tube.  Remember  thai,  next  lime  someone 
invites  you  to  "screen"  a  t\  commercial.  And  remember  that 
what  you'll  see  is  a  far  cr>  from  the  cropped,  out-of-timc- 
phase  image  that  comes  through  on  t\.  1  ike  to  see  >our  t\ 
films  as  others  see  them  '  \  icw  them  on  a  t\  monitor.  We  hope 
the  results  will  help  you  realize  why,  more  commercials  and  shows 
every  day  are  being  carried  on  S<  ok  h'  BRAND  Video  Tape! 
Tape  provides  An  electronic  original,  expressly  designed  fol 

tv  viewing.  This  is  no  make-do  electronic  copy  of  an  essentially 


optical  original.  t  ver)  image  is  complete!)  compatible  with 
the  t\  set  in  the  home. 

Oont  take  anyone's  word  For  it    prove  it'  Reins  a  film 
you're  proud  o(  to  a  tv  station  oi  tape  production  bouse  and 

monitor  it.  Then  view  a  video  tape  sidc-hv-sidc  on  another 
monitor.  ^  ou'll  see  at  once  the  unique  live  quality.  % th.it 
"SCOTCH"  Video  lape  offers.  Other  pliisscs  a  virtually  un- 
limited anav  of  special  effects  by  pushbutton,  immediate  plav- 
back.  DO  processing  costs  or  delays      either  black-and-white 

or  coloi  Write  foi  brochure  on  tape-  editing  JM  Magnetic 
Products  Division, Dept  \1<  K  93.SI   Paul  19,  Minn. 


*} 


,jpr 


•»cotc-         •  •  - 

- 


[Tlagnetic  Products  Division  iSiiJJ 


SPONSOR    19    vt  (.(  si     1963 


17 


WASHINGTON  WEEK 


News  from  nation's 
capital  of  special 
interest  to  admen 


'if^  A  new  staff  director  will  head  the  Surgeon  General'  s  Advisory  Commit- 
tee on  Smoking  and  Health,  but  the  same  old  target  date  of  year'  s  end 
for  issue  of  the  report  remains. 

New  director  Dr.  Eugene  H.  Guthrie,  appointed  by  Surgeon  General 
Luther  L.  Terry  of  the  Public  Health  Service  in  HEW,  takes  over  for  Dr.  Peter 
V.  Hamill,  staff  medical  coordinator  for  the  committee,  who  is  on  indefinite 
leave,  hospitalized  by  overwork.  Guthrie  is  on  temporary  assignment  from 
post  as  Deputy  Chief  of  Division  of  Chronic  Diseases. 

"^"^  N°  recommendations  will  be  made  in  the  first  phase  of  the  smoking  and 

health  study  when  i  t^  comes  out  at  year'  s  end. 

HEW  spokesmen  say  primary  job  at  this  time  is  the  monumental  one  of 
coordinating  all  existing  information  and  research  on  tie-in  of  smoking  and 
health,  plus  air  pollution  and  other  factors.  Aim  is  to  pinpoint  the  "nature 
and  magnitude"  of  health  hazards  in  smoking. 

Recommendations  phase  of  the  study  may  take  longer  than  the  14  months 
estimated  for  present  phase.  Present  committee  membership  of  10  non-govern- 
ment scientists  will  remain  largely  the  same. 

^-^  Complex  job  of  forming  recommendations  will  have  to  balance  health  and 

industry  problems. 

Broadcaster-advertiser  interests  will  interlock  with  impact  on  popu- 
lation in  general,  and  the  effect  on  the  tobacco  industry's  place  in  the 
nation's  economic  structure. 

Recommendations  for  any  restrictive  or  educational  program  re  smoking 
would  involve  roster  of  agencies  :  HEW  and  its  Food  and  Drug  Administration  ; 
Agriculture  ;  Federal  Trade  Commission  ;  Federal  Communications  Commission, 
ad  infinitum.  Capitol  Hill  will  be  drawn  heavily  into  the  fray. 

■^■^   An  incomplete  report  on  broadcast  ratings  by  the  House  Investigations 

Subcommittee  staff  stands  at  the  crossroads  :  it  could  recommend  active 

government  surveillance,  or  continued  free  enterprise  approach. 

Subcommittee's  chief  counsel,  Charles  M.  Howze  said  last  week:  "We 

are  hoping  for  something  definitive  soon  in  talks  with  NAB.  We  want  to  find 

out  if  the  industry  is  actually  on  the  road  to  positive  progress,  or  if  it  is 

not.  The  opinion  the  staff  forms  will  decide  the  recommendations  in  the 

report  we  make  to  the  Subcommittee. " 

Howze  did  not  think  the  staff  would  wait  much  longer  to  decide.  Speaking 
at  staff  level,  but  reflecting  warnings  made  by  Chairman  Harris  and  members 
during  hearings,  Howze  said  dissatisfac*  ion  was  deep  over  failure  of  radio 
and  tv  interests  to  mesh  gears  on  audit  standards.  Nielsen  and  Pulse  pro- 
nouncements, in  the  staff  view,  carry  no  real  promise  of  change  of  tactics. 
Howze  comment  on  NAB '  s  audit  and  research  program:  A  good  first  step, 
but  where's  the  action? 


i-  SPONSOR  19  vi  (.i  m  196 


RCA  CARTRIDGE  TAPE  SYSTEM 


utomatjcally  Triggers  Playback  Units,  Tape  Recorders,  Turntables,  and  Other  Devices 


Here's  a  unique  built-in  feature!  The 
Recording  Amplifier  of  the  RT-7B  Car- 
tridge Tape  System  generates  two  kinds 
of  cue  signals.  One  is  used  to  automati- 
cal!) cue  up  each  tape,  at  the  beginning 
of  a  program,  the  same  as  in  ordinary 
units  The  other  signal,  a  special  Trip- 
Cue,  ean  he  placed  anywhere  on  the 
tape  I  his  will  cause  the  playback  unit  to 
trip  and  start  other  station  equipments 

YOU  ean  preset   two,  or  a  do/en  or 

more  RCA  tape  units,  to  plaj  sequen- 
tially.  You  ean   pla\    back   a  series  of 

spots  or  musical  selections,  acth  ate  tape 
recorders,  turntables,  or  other  devices 


capable  ot  being  remote!)  started  i  In 
rV  use  I  rip-Cue  is  ideal  foi  slide  com- 
mercials I  ape  announcements  can  be 
cued  to  advance  the  slide  projector   i 

You'll  like  the  RT-7B*S  automatic, 
silent  operation,  its  compactness,  high 
styling,  perfect  reproduction  Cartridge 

is  selected,  placed  in  playback  unit,  fOT- 
gotten  until  "air"  time,  then  instant!) 
played  Cueing  and  threading  are  elimi- 
nated  Cue  fluffs  are  a  thine  of  the  past' 

nsistur  circuitry,  goiKl  regulation 
for  precise  timing,  lou  power  consump- 
tion, are  among  ether  valuable  features 


See  vour  K(  \  Broadcast  Representative 
for  the  complete  story.  Or  write  K(  \ 
Broadcast  and  lele\ision  \  quipment. 
Dept.ZC-264.BIdg   15-5,  Camden,  N   1 


THE  MOST  TRUSTED  NAME  IN  ELECTRONICS 


SPONSOR  WEEK     Advertisers  and  Agencies 

N.  Y.  Negro  buying  survey  pinpoints 
nine  product  categories  shy  of  radio 


Another  survey  of  the  buying 
habits  of  Negro  families  has  been 
completed,  but  this  latest  one  may 
hear  more  facts  to  interest  the  ad- 
vertiser and  agency  in  that  it  wasn't 
undertaken  until  after  research  di- 
rectors of  six  leading  ad  firms  were 
able  to  study  and  comment  on  the 
proposed  questionnaires  and  out- 
line of  methodology. 

Conducted  in  New  York  by  The 
Pulse,  in  bohalf  of  Negro-appeal 
WWRL,  the  survey  was  based  on 
personal  interviews  with  256  Negro 
and  260  white  households,  with 
Negro  interviewers  used  in  Negro 
homes,  and  white  interviewers  in 
white  homes.  The  study  examines 
brand  purchase  and  usage  of  se- 
lected   products,    and    attempts    to 


construct,  an  index  of  potential  for 
both  the  Negro  and  white  groups. 

Product  categories  reported  on, 
which  WWRL  sales  v. p.  Selvin 
Donneson  said  were  chosen  pri- 
marily because  their  manufacturers 
are  only  light  users  of  specialized 
radio  advertising,  are:  soft  drinks, 
soup,  margarine,  toothpaste,  in- 
secticides, deodorants,  household 
laundry  items,  shoe  polish,  and 
shortening. 

But  he  did  note  that  at  least  some 
of  the  categories — notably  soft 
drinks — include  brands  which  have 
been  successful  advertisers  on  Ne- 
gro-appeal stations.  A  factor  that 
does  link  most  of  the  nine  cate- 
gories together  is,  that  in  general 
knowledge,    they    are    products    of 


\madison avenue_ 
Ticking  off  the  news  for  conventioneers 

lack  Wallers  formerly  of  CBS  News,  aired  "Bulova  News  Digest"  twice 
daily  over  Teleguide  closed-Circuit  tv  system  (eh.  6)  in  N.Y.C.  hotels  dur- 
ing recent  Retail  Jewelers  Assn.  convention.  The  Bulova-sponsored  news- 
casts  contained  natl.  and  intl,  items  plus  specific  convention  news  am!  views. 


above-average     usage     in     Negro 
homes. 

However,  the  measurement  of 
the  differences  between  the  Negro 
and  white  groups  showed,  for  ex- 
ample, an  80%  shift  in  the  buying 
of  shortening —  .9  lb.  weekly  for 
Negro  families  in  New  York  vs.  .5 
lb.  per  white  home.  Other  findings: 
buying  of  soft  drinks  is  19'  i  higher 
in  Negro  homes;  margarine,  22%; 
deodorants,  22%;  weekly  serving 
of  soup,  124%;  purchase  of  house- 
hold laundry  items,  4.4%;  tooth- 
paste buying,  4%;  toothpaste  usage, 
7%.  Also,  68.7%  of  Negro  homes 
bought  shoe  polish  vs.  53.4%  of  the 
white  homes,  and  purchase  of  in- 
secticides was  103%  higher  by 
Negro  families. 

On  the  brand  shares-of-market  in 
each  category,  Pidse  breaks  out 
brand  buying  between  three  family 
sub-groups  (no  children,  children 
6-17  years,  children  under  6),  and 
further  divides  each  sub-group  be- 
tween high  and  low  income,  (above 
or  below  $5,000). 

The  broad  outlines  of  brand 
sales,  even  without  this  fractional 
information,  should  lead  to  much 
speculation.  For  example,  in  the 
deodorant  field,  three  brand  leaders 
are  common  to  both  Negro  and 
white  homes:  Arrid,  Ban,  and 
Secret.  However,  Avon  accounts  for 
only  9%  of  white  homes  purchas- 
ing, but  has  nearly  17%  of  Negro 
homes,  and  is  the  outright  Negro 
best-seller. 

The  answer  presumably  lies  in 
Avon's  door-to-door  technique, 
which  would  give  it  heavy  Negro 
weighting  within  the  peculiar  resi- 
dential structure  of  New  York's  five 
boroughs.  Significantly,  the  onh 
other  door-to-door  brand.  Fuller  s 
Be  Sweet,  scores  8%  among  Negri 
and  onh   1%  in  white  homes. 

The  markedly  more  expensive 
brands,  such  as  Revlon  and  Yard- 
lex,  are  not  hot  sellers  in  the  New 
York  Negro  market.  This  finding 
rebuts  the  commonly  held  belief 
that  prestige  items  are  inevitably 
sought  by  the  Negro  household — a 
partial  marketing  truth  which  has 
been  propounded  too  often  and  too 
loosely. 

The  survey  reveals  differences  in 
usage  as  between  different  types  of, 
deodorant.  Thus,  stick  preparations 


50 


SPONSOR    19  august   1963 


.Hi'  little  favored  In  eithei  N 
pt  \\  hite  homes.  but  roll  on  l< n mu 
I. is  .lie  used  much  more  in  white 
homes  than  Negro,  and  the  position 
is  reversed  foi  *  ream  deodorants. 
The  newer  spra)  preparations  have 
Dol)  ,i  sin. ill  share  d  both  groups, 
vet  that  share  is  50*  i  higher  In 
\.  pro  households 

When  pinpointing  sales  l>\  family 
age  and  income,  the  report  points 
up  major  variations  in  buying  pat- 
terns winch  may  lead  to  profitable 

exploration. 

\i  1  uls  share  is  highest  l  fou  Ne 
■pro  homes)   among  families  with 
children  under  si\  years;  Ban  gets 

into    the    6-17    vcar    bracket,    and 

\\on    has    ,i    decisive    margin    in 

homes  with  no  children   under  tin* 
age  ol  18. 
These     brand     patterns     have 

absolutely     DO     relation     to    those 

which  were  recorded  among  white 

households.    Similar    variations    are 

marted  in  the  Pulse  report  for  the 
other  eight  product  groups,  reveal- 
pig  and  documenting  the  fact  that 
the  urban  Negro  market  is  ,i  great 

deal  more  complex  than   mam    .id 
vertiseis  had  suspected. 

New  shop  parlays  billings 

One  of  Chicago's  newest  adver- 
tising agencies,  E.H.  Russell,  Mc- 

(!losk\  cN  (a>.,  after  only  three- 
weeks  ol  operation,  has  extended 
■shillings  total  to $1,648,000.  Presi- 
dent E.H.  Russell  predicts  mat  this 

level  will  rise-  to  So  million  before 
the  year  is  over. 

The  company's  account  roster  in- 
cludes: Wade,  Wenger  Service 
Master  Co.,  national  protession.il 
cleaners.  Nation. il  Franchise  He- 
ports,  publishers;  Michael  Kirhy 
Associates,  recreational  skating 
schools.  Domore  Office  Furniture; 
French  Cafes,  Inc.,  shopping  center 
chain.  Johnson  c<  Anderson,  con- 
Bulting  engineers;  \\  eger  Business 
Forms  and  its  subsidiary,  Wegei 
Interiors,  commercial  contracting 
firm 


Consumers  Larcenous:  BBB 

The  National  Better  business  bu 
reau  has  uncovered  a  reverse  twist 
to  the  long-standing  merchandising 
evil — the  shipping  of  goods  through 

the  mails  to  consumers  who  didn't 
order   them    and    don't    want    them 

today,    according   to   the   bureau. 


man)  reputable  mail  ordei  fii m 
being  plagued  l>\  "ghost  ordering" 
ol  goods  b)  consumers  who  have  no 

intention  ol  pa\  ing  for  them 

Although  legitimate  fii  ms  do  not 
ship  vi  1 1 1  m o it  an  order,  man)  d<  i 
solicit    orders    and    provide    ordei 

Cards    foi     w  Ould  be    bu)  els      Si  nne 

larcenous  consumers  attempt  to  mis 

use   this   knowledge   to  obtain   nn  i 

chandise  without  payment,  charges 

N  BBB.  The)  return  order  c  aids  sent 
to    them  —  with    or    without    signa 
tuns — and    then   return   all    follow- 
up  accounting  statements  with  the 


subiiii  'I'i'NiiHiiiiiiHiiiniini                            rninimrs 

TvQ    Quiz 

Quit  yourself  "><  program  ap- 
peal   to    large    and    matt-tou  n 

pa 

iple.  Material  for  this  ovkt  was 

provided  hy  ToQ,  bated  <">  f/i<  ir 

research  of  program  ;><>;<u/<in/i/. 

(A) 

Here  are  five  prograjns  with 

about  the  same  appeal  to 

adult  tv  viewers  in  general. 

See  if  you  can  rank  them  in 
order    of    their    appeal    to 

people  in  large  metropolitan 

areas.* 

2. 

Donna  Reerl  Shnw 

Fight  of  the  Week 

3. 

The  1 nny  Shnw 

!  4- 

■    5. 

Meet  the  Prp.ss 

Perry  Como  Show 

lllllllllllllllllll 

These   five   programs,    also 

similar  in  general  adult  ap- 

peal, vary  considerably  in  ap 

peal  to  people  in  rural  areas. 

See  if  you  can  rank  them  by 

p 

their    TvQ    scores*    among 

2. 
3. 

1    4- 
5. 

people  in  this  category. 
Ben  Casey 

Defenders 

Gallant  Men 

Hazel 

Mondav  Nipht  Movies 

•  Mid-Moy   1963   TvQ   Rcpotf 

For  bumccts,  tee  /wk.-''  M 

IjllilllUWlllllll 

nment  that   no 
plat  ed    Pla)  m.'  the  role  ot  • 

..  d  H ■<  ipienl  o|  uiisolu  ited  i 
(  h.mdise.  tin  \  assert  that  th< 
will  be  surrendered  to  an) 

who  i alls  lor  them  thai 

il    the   nun  halidlse   is   n<  >f   I  ailed   h>r 

within    a    specified    tun- 

i  h.u  ges  w  ill  be  made 


$4,245,000  budget  marks 

25th  Gillette  sports  year 

Gillette,  via  Maxon  Iw 
August  will  launch  a  14  245,000 
advertising  campaign  marking  the 
silver  anniversar)  of  its  Cavalcade 
oj  Sports  and  supporting  its  prodw  t 
pr<  imi  ition  in  conne<  tion  w  ith 
sponsorship  ol  the  W  orld  Series  i  in 
NBC  TV  and  Radio;  ABC  I  \  i 
\i  I  Football,  Wide  World  of 
Sports     I  ight   oj    the    Week,    and 

Wagon    Tram,   plus   t\    spots    m    se 
li  i  ted  markets. 

The  advertising  drive  w  ill  end  12 
( )c  tober,  w  ith  the  ^  orld  s<  rit  i 
promotion  to  feature  a  spec  ial  i  on> 
bining  two  of   Gillette's   top   sell" 

ers— the  Slim  Adjustable  Ha/or  and 
Foam)    instant    lather — into   a    tan 

dom  offer  saving  the  consume]  50 

cents 

Uthough  ( 'illette  currentl)  parti 
cipates     in     sponsorship     ol     other 

types  ot  programs,  sports  remains 

the  backbone  o!    its  .id   plans    The 

L963  Cavalcade  oj  SporU  schedule 

in  addition  to  spun  si  nslup  indicated 

above,   also   includes   baseballs     \//- 

Star  Game,  the  AFL  \ll  Star  Gam* . 
the    \l  I.  (  oil  g<     All-Star   Ganu 
the    Rose    Bowl,    the    />/".  Gray 
Game,  and  championship  bowling 

The  ac  dial  aniin  eisar\  ol  (  01  ol- 
Cade  will  take  place  about  tin   afl 

noon  oi  2  (  h  t>  »ber,  \\  ith  the  open- 
ing pitc  h  o|  the   196  I  w 
It  came  into  being  the  summei  ol 
llUl>  with  Gillette  contracting  fa 
radio    sponsorship    ol    that    y< 

•   s    aftei     the     post    season     i  ] .isMi 

had    gone    unsponsored    foi    three 

\  ears.  The  in.  i\  e  resulted  in  a  sub- 
stantial boost  for  the  company,  and 
(  </i  <//<  ode  «  as  ofl  to  a  str<  •■ 


P-K-G  and  Maxon  Merge 

\\  heels  ,ue  official!)  turning  to- 
ward the  largest  merger  in  Amen 
can  advertising  agenc)  history.  The 

consolidation    ol    Maxon.    Inc     and 


SPONSOR    19    m  «.i  si    \\H,1 


'-1 


SPONSOR  WEEK     Advertisers  and  Agencies 


Post-Keyes-Gardner,  Inc.  will  re- 
sult in  a  shop  with  approximately 

$85  million  in  annual  hillings.  The 
geographical  breakdown  places  $35 
million  in  Chicago,  $35  million  in 
New  York,  and  some  $15  million  in 
Detroit  and  San  Franscisco.  There 
is  also  a  Los  Angeles  office  current- 
ly in  operation. 

The  merger  was  prompted  by 
P-K-G's  exhaustive  search  for  an 
cast-coast  agency  affiliation.  The 
two  agencies  number  among  their 
clients  some  top  broadcast  adverti- 
sers, including  Gillette,  Brown  & 
Williamson,  II.  f.  Heinz,  Schlitz, 
General  Electric,  Household  Pro- 
ducts division  of  American  Cyana- 
inid,  and  Frito-Lay. 

An  interim  agreement  is  immi- 
nent to  provide  combined  agency 
services  while  legal  details  of  the 
merger  are  still  in  the  process  of 
being  finalized. 

VICK  RESHUFFLES  AGENCIES: 

Shift  in  product  assignments  by 
Vick  Chemical  Co.  division  of  Rich- 
ardson-Merrell  makes  Leo  Burnett 
a  major  agency  for  the  drug  outfit, 
increases  the  billings  weight  of 
Morse  International,  and  leaves 
Sullivan,  Stauffer,  Colwell  &  Bayles 
out  in  the  cold  as  far  as  Vick  bill- 
ings are  concerned.  Here's  the  line- 
up: Burnett  will  handle  Clearasil, 
Lavoris  Oral  Spray,  Vicks  Vapo- 
Steam,  and  unspecified  new  pro- 
ducts. These  products  have  been 
handled  by  Morse  International, 
which  continues  to  handle  other 
Vicks  products  and  Lavoris  Mouth- 
wash in  addition  to  former  SSC&B 
accounts  Tri-Span  Cold  Tablets, 
Sincx  Nasal  Spray,  and  Va-tro-nol 
Nose  Drops.  All  changes  take  effect 
I  November. 

A  FAMILY  AFFAIR:  The  current 
issue  of  "Grapevine,"  Donahue  & 
Coe's  new  house  organ,  finds  that 
advertising  has  achieved  a  stature 
that  is  attracting  young  people  to 
follow  iii  their  parents'  professional 
Footsteps.  Noting  that  a  survey  finds 
an  "ever-increasing  number  of  sec- 
ond-generation ad  people  in  the 
business,"  D6cC  has  this  data  to  add 
-  -right  in  its  own  shop  are  the  sons 


of  three  ad  agency  presidents. 

DIETER  SNARE:  Makers  of  Slim- 
ette  bread  ha\e  been  told  by  an 
FTC  examiner  to  drop  the  radio  and 
newspaper  ads  claiming  weight-con- 
trol via  the  bread,  and  even  to  drop 
the  name  "Slim-ette."  Spaulding 
Bakeries,  Inc.,  of  Binghamton,  N.Y., 
has  agreed  to  a  consent  order  and 
will  bypass  low-calorie  claims  for  its 
white  bread,  which  is  dietary  only 
in  the  fact  that  slices  are  slimmer. 
Decision  is  subject  to  commission 
review. 

APPOINTMENTS:  Chem-Fab  In- 
dustries to  Marshall  Advertising, 
Ilamden,  Conn.  .  .  .  Colgate-Palm- 
olive to  Kenyon  &  Eckhardt-Novas, 
Interamericana  for  the  full  line  in 
Guatemala,  Honduras,  El  Salvador, 
Nicaragua,  Costa  Rica,  and  Panama, 
effective  1  October  .  .  .  Life  Assur- 
ance Co.  of  Pennsylvania  to  Dore- 
mus  &  Co.  for  corporate  public  re- 
lations .  .  .  American  Homeowners 
Insurance  Co.  of  Washington,  D.  C. 
to  The  Manchester  Organizations 
.  .  .  Potter  &  Moore,  Ltd.,  manufac- 
turer of  perfumes  and  toiletries  in 
England,  to  Benton  &  Bowles,  Ltd. 
.  .  .  Thomas  Organ  to  Cunningham 
&  Walsh,  San  Francisco,  for  na- 
tional magazine  campaigns  and  re- 
gional ad  programs  .  .  .  Sugar-Lo 
Co.,  dietetic  ice  cream  products,  to 
Elkman  Advertising,  Philadelphia 
.  .  .  Commercial  Trades  Institute, 
Chicago,  to  Bronner  &  Haas.  Tests 
in  all  media  are  being  instituted 
.  .  .  Wallace  Arnold  Tours  to  Ken- 
yon &  Eckhardt  Ltd.  .  .  .  Prominar 
International  Corp.,  maker  of  pho- 
tographic, optical,  and  related  prod- 
ucts, to  Newman-Martin  .  .  .  Pres- 
type  to  Dunwoodie  .  .  .  Alexander- 
Ford-du  Pont,  new  motion  picture 
company  which  will  operate  as 
\IT)  Motion  Picture  &  Television 
Distributors,  to  The  Goodman  Or- 
ganization. 

MERGER:  Food  Marketing  Corp.. 
Ft.  Wayne,  and  Super  Yalu  Stores. 
Minneapolis.  The  transaction  in- 
volves the  purchase  by  Super  Valu 
of  the  assets  of  FMC.  The  latter  is 
a  wholesale  distributor  of  food  and 
associated    products   with    approxi- 


mately 200  affiliated  retailers 
throughout  northern  Indiana,  west- 
ern Ohio,  and  southern  Michigan. 
The  independently-owned  and  op- 
erated stores  operate  under  two 
group  names,  Super  Dollar  Markets 
and  Banner  Markets.  This  company 
also  supplies  several  large  locally- 
owned  chain  groups.  Warehouse 
sales  to  these  stores  totalled  better 
than  $51  million  at  the  end  of  their 
1962-63  fiscal  year  in  June.  Project- 
ed wholesale  sales  for  fiscal  1964 
are  for  over  $60  million.  Super  Valu 
Stores,  Inc.  is  the  nation's  largest 
publicly-held  voluntary  group  spon- 
sor. It  supplies,  services,  and  spon- 
sors 832  Super  Valu  food  stores  in 
12  north  central  states  .  .  .  The  con- 
solidation of  Cousino  Electronics, 
Toledo,  with  J.  Herbert  Orr  Enter- 
prises, Opelika,  Alabama,  brings 
into  one  organization  two  manufac- 
turers in  the  field  of  magnetic  tape. 

EXPANDING:    Firestone  -  Rosen, 

Philadelphia,  has  formed  a  new 
Public  Relations  Division  within  the 
agency.  Richard  L.  Olanoff  will  be 
vice  president  in  charge  of  the  new 
division. 

NEW  PRODUCT:   Alberto-Culver 

plans  multi-million  dollar  campaign 
to  introduce  a  new  squeeze-on  gel 
version  of  liquid  formula  Medicat- 
ed Rinse  Away  dandruff  remedy. 

OFF  THE  PRESS:  American  Mar- 
keting Assn.  has  just  published  "A 
Basic  Bibliography  on  Marketing 
Research,-'  compiled  by  Professors 
Hugh  G.  Wales  and  Robert  Fcrber 
of  the  University  of  Illinois.  The 
volume  contains  more  than  1.500 
annotated  listings  classified  into  28 
sub-topics,  including  definitions  and 
function  of  marketing  research, 
origins  and  history,  interviewing, 
sampling,  coding,  and  media  and 
advertising  research.  Copies  ma)  be 
obtained  from  \M  V  230  North 
Michigan  Avenue,  Chicago.  Price  i- 
$4  for  members,  $6  for  non-mem- 
bers. 

AROUND  COMMERCIALS:  John 
H.  Humphrey,  Lee  Jones,  and  Nor- 
ton Gretzler  have  formed  JLN  Pro- 
ductions for  the  production  of  t\ 


SPONSOR    l«)    ujgust 


I'M, 


Sk 


HARRISBURG'S  NO. 


TT 


STATION 


WTPA-TV  LOCAL  PROGRAMING  DELIVERS 

151%  MORE  HOMES 

(monofiy  thru  sraay.  m  p.m.  io  m  p.m.) 

THAN  THE  OTHER  HARRISBURG  STATION  ' 


re p resented    by 

HARRINGTON     RIGHTER    &     PARSONS 


ARB    FEBRUARY    AND    MARCH     1963 


SPONSOR    !'.»    u-crsi    I"'- 


53 


SPONSOR  WEEK 


Advertisers  and  Agencies 


commercials  and  non-theatrical  bus- 
iness films.  Offices  are  at  124  East 
40th  Street,  New  York  16  .  .  .  Dennis 
C.  Marias  to  The  Film-makers,  Chi- 
cago, as  producer-director.  He'll 
work  on  t\  commercials  and  indus- 
trial films  .  .  .  AI  DeRise,  formerly 
senior  editor  at  MPO,  New  York, 
joined  SIB  Productions  of  New  York 
as  supervising  editor. 

NEW  AGENCIES:  Westway  Ad- 
vertising, Seattle,  opened  its  doors 
1  August.  Principals  are  Ken  Hindi, 
president;  William  Shela,  executive 
vice  president;  Louis  Antonsen,  sec- 
retary-treasurer; and  Byron  Eklund, 
public  relations  vice  president.  Peter 
Pan  Seafoods  is  the  first  account 
taken  over  by  the  firm  .  .  .  After  an 
absence  of  nearly  eight  years,  Guas- 
tella  de  Mexico,  S.A.,  has  reopened 
its  offices  at  Calle  de  Napoles  49, 
Mexico  City,  with  full  agency  ser- 
vices. The  agency  was  merged  with 
McCann-Erickson  from  1951-55. 
Guastella  de  Mexico  is  already  ser- 


WHY  SALES  CLIMB 
ALONG  THE  SKYLINE 

You're  picking   a   "one-buy"  TV 
jnarket  of  over  V*  million  homes 
with  General  Merchandise 
sales  as  big  as  the  36th 
metropolitan  area. 

SKYLINE 

TV        NETWORK 


P.O.  BOX  21S1  •  IDAHO  FALLS,  IOAHO 
CALL      m  •    i       WHIOHT,     A  M  ■  A     COOK      IOI-hl3-4ftlT 

Call  your  Holhngbery  office  or  Art  ^— .  ^^ 
Moore  m  the  Northwest  or  John  L  fSj  CI 
McGuire   in  Denver.  >tV  V^ 

K00K  Billings  KFBB  Great  Falls  KXLF  Butte 
KID   Idaho  Falh        KMVT  Twin   Falls. 


vicing  the  Mexican  operations  of 
such  accounts  as  Lady  Arrow,  Kel- 
vinator.  Leonard,  Motorola.  Lanvin 
Perfumes,  and  Supp-hose  .  .  .  Her- 
bert  E.  Rose  and  Charles  B.  Wolfe 
have  formed  CH,  a  new  St.  Louis 
firm  offering  complete  agency  serv- 
ices for.  advertising,  public  rela- 
tions, and  publicity.  Offices  are  at 
2031  Olive  Street.  ' 

FINANCIAL  REPORTS:  Net  prof 
its  for  Coca-Cola  for  the  first  six 
months  were  $24,340,267  as  com- 
pared with  $21,694,357  for  the  same 
period  last  year.  This  is  equivalent 
to  $1.76  per  share  compared  to 
$1.57  per  share  for  the  first  six 
months  of  1962,  an  increase  of 
12.1%  .  .  .  Pepsi-Cola  consolidated 
six  months  net  earnings  after  taxes 
and  reserve  for  foreign  activities 
rose  to  $7,952,000,  equal  to  $1.22 
per  share,  compared  with  $7,321,- 
000  or  $1.12  per  share  for  the  simi- 
lar period  of  1962  .  .  .  Piels  Beer 
sales  for  the  month  of  July  broke  a 
ten-year  record  in  percentage  in- 
creases and  sales  for  the  first  seven 
months  of  this  year  are  substantially 
ahead  of  1962. ' 

ANNIVERSARY  COMMITTEE: 
Public  Relations  News  has  formed 
a  20th  anniversary  committee,  co- 
chairmaned  by  Paul  Garrett,  for  17 
years  vice  president  in  charge  of  pr 
of  General  Motors,  and  Kerryn 
King,  vice  president  of  Texaco  and 
assistant  to  the  chairman  of  the 
hoard.  Serving  with  them  will  he 
the  12  members  of  the  publication's 
Editorial  Advisory  Board  and  other 
pr  executives  still  to  he  named. 
They  will  assist  PR  News'  staff  in 
planning  for  the  July  1964-65  ob- 
servance. 

KUDOS:  John  H.  Breek  named  to 
receive  the  President's  "E"  Award 
"for  excellence  in  exporting." 

MOVING:  Bill  Johnson  to  art  dim 
tor   at    Guild,    Bascom    6v    Bonfigli. 
San  Francisco. 

J.  K.  Billings  to  vice  president  and 
executive  art  director  of  Savage- 
Dow. 

A.  E.  Roeder  to  marketing  group 
supervisor  of  Sullivan.  Staufler,  Col- 
well  &  Bayles. 


•:, 


Stanley  G.  Swanberg,  executive  vice 
president  and  manager  of  the  San 
Francisco  office  of  Botsford,  Con- 
stantine  &  Gardner  and  a  director 
of  the   company,  retiring  after  36 
years  with  the  agency. 
Daniel  I.  Knight,  hroadcast  director 
for  MacManus,  John  &  Adams,  is 
leaving  the  agency. 
Peter  L.  Raphael  to  Audits  &  Sur- 
veys as  a  project  director  in  the  con- 
sumer survey  division. 
Michael    G.    McDonald    to    J.    M. 
Mathes  as  account  executive. 
R.  D.  Nardelli  to  Street  &  Finney 
as  assistant  to  the  director  of  media 
planning. 

Lawrence  M.  Rogers  to  vice  presi- 
dent of  the  Lamhert-Hudnut  Mania 
facturing  Laboratories  of  Warner- 
Lambert  Pharmaceutical  Co. 
Donald  J.  Maggini  to  vice  president 
of  Geyer,  Morey,  Ballard. 
Martin  J.  Foody  to  the  advertising 
department  of  Liggett  &  Myers. 
Dale  Clark  to  administrative  direc- 
tor, William  Tompkins  to  art  direc- 
tor, and  Murray  Head  to  production 
manager,  Franznick-Meden. 
Daniel  H.  Owen  to  account  execu- 
tive at  Conklin,  Labs  &  Bebee. 
Donald  A.  Opdahl  to  division  ad- 
vertising manager  of  3M's  coated 
abrasives  and  related  products  divi- 
sion. 

Joel  S.  Seiden  to  vice  president  in 
charge  of  internal  services  for 
Friend-Reiss. 

Robert  A.  Bott  to  manager  of  field 
contact  for  Young  &  Rubicam.  De- 
troit. 

Brian  Marohnic  to  national  service 
manager  of  Zenith  Sales  Corp. 
Howard  G.  Womaek  to   European 
sales   manager  for   B.   F.   Goodrich 
Chemical. 

W.  C.  Townsend  to  manager  of  me- 
dia services  for  Cockfield,  Brown, 
Toronto. 

C.  Frank  Kramer,  Jr.  to  vice  presi- 
dent and  chief  executive  officer  of     % 
the  New  York  operations  of  Renter 
c\-  Bragdon,  Pittsburgh. 
Charles    Dunkin   to   vice   president 
and  vice  chairman  of  the  marketing 
plans  hoard  of  McCann-Erickson. 
Ir\ing  Sonn  to  vice  president  and 
copy  group  head  at  Ogilvy.  Benson 
l\  Mather. 


.7 
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it 


54 


SPONSOR     I!)     VUCUST    196 


(  Ail  ri  it  ist  mi  nt  ) 


THESE  ARE  TIMES  THAT  TRY  MEN'S  SOULS 

(Time  Buyers'  Souls,  That  Is) 


h 


(  .  iDtinued   Fit  »m  page    1 5 

are  loyal  to  people,  and  out  here  in  our  coun- 
try they're  loyal  to  our  people  and  our  people 
are  loyal  to  them. 

4.  We  promote  all  this  heavily  ...  a  lot  of  on- 
the-air  and  newspaper  promotion  where  we 
deal  out  specifics.  We've  got  a  nightly  5-min- 
ute  TV  program  which  lets  people  know  the 
schedule  highlights  and  guest  stars  for  that 
night  .  .  .  and  what  specials  and  cultural  and 
civic  programs  are  coming  up.  How  many  sta- 
tions do  this? 

How  many  stations  own  a  legitimate  theater? 
Our  KRNT  Theater  seats  4,200 — the  largest  in 
the  country.  It's  the  "Show  Place  for  All  Iowa." 
People  from  all  over  the  state  come  to  see 
Grand  Ole  Opry,  or  closed-circuit  prizefights, 
or  symphony  orchestras,  or  New  York  road 
shows.  In  September,  thousands  of  our  Iowa 
friends  are  coming  to  see  one  of  the  nine  per- 
formances of  "Camelot."  KRNT  Theater  helps 
promote  our  radio  and  television  stations. 
Radio  promotes  TV  and  TV  promotes  radio 
and  we  learn  about  show  business  from  all 
three.  Every  day  there's  a  lot  of  cross-promo- 
tion. Most  operations  keep  radio  and  televi- 
sion separated.  Ours  embrace  each  other.  Air 
personalities  appear  on  both  radio  and  televi- 
sion. In  our  opinion,  both  media  and  person- 
alities are  far  better  off  for  it.  Psychologists 
call  this  the  Inter-media   Motivation   Factor! 


5.  We  stand  like  the  Rock  of  Gibraltar  for  the 

same  fair  dealings  for  everyone.  You  pay  the 
same  price  as  your  competition  on  our  stations. 
We  have  no  PI  deals,  no  special  merchandising 
deals  and  no  cut  rates.  We  sell  advertising  on 
these  fine  stations  at  fair  prices.  Twenty-eight 
years  have  built  us  our  great  broadcasting 
reputation  and  we're  not  going  to  sell  our 
birthright  for  a  mess  of  pottage — now  or  ever. 

6.  For  a  long  time  we've  been  telling  you  how 
around  80%  of  the  local  television  dollar  is 
spent  on  our  one-rate  television  station.  Gov- 


ernment figures  for  this  three-station  market 
have  shown  it  for  a  long  time.  We  do  the  most 
local  radio,  too.  Probably  the  initial  impact 
of  this  statement  by  now  has  worn  off  for  some 
of  you  over  the  years.  But  think  a  minute.  How 
many  other  markets  could  you  go  into  and  find 
this  to  be  true?  How  many  other  stations  com- 
mand that  kind  of  commercial  respect?  Such 
popularity  must  be  deserved.  These  local 
clients  have  had  years  of  battle  experience 
with  "Anniversary  Sales"  .  ..  "Weekend  Spe- 
cials" .  .  .  "Year-end  Closeouts"  .  .  .  "Grand 
Openings"  .  .  .  "Premium  Offers"  .  .  .  and  just 
regular  week  -  in  -  and  -  week  -  out  programs. 
These  local  advertisers  have  to  get  results 
NOW  and  they  do.  They've  tried  about  every- 
thing, we  suppose,  but  the  solid  fact  remains 
that  when  you  count  the  local  advertising 
bucks  spent  each  year,  we  receive  by  far  the 
lion's  share.  Isn't  this  a  truly  unique  endorse- 
ment that  should  be  considered?  'Tis  The  Till 
That  Tells  That  Tale  of  advertising  effective- 
ness! 


A  time  buyer  reading  this  might  say  to  himself 
that  perhaps  there  is  a  little  poetic  license 
taken  here  on  these  pages.  But  if  you  came  to 
our  town  and  you  listened  and  watched  and 
visited  with  some  of  the  local  citizens  and  you 
dealt  with  us,  you  would  find  out  that  what  we 
say  is  absolutely  true.  We're  not  out  for  a  quick 
buck.  We're  here  to  stay.  We  live  here.  We're 
an  integral  part  of  this  Community  .  .  .  have 
been  for  twenty-eight  years  .  .  .  have  dealt 
with  many  of  the  same  advertisers  for  twenty- 
eight  years.  You,  too,  can  buy  with  confidence. 
Our  reputation  is  our  most  priceless  asset  and 
your  guarantee  of  complete  business  satisfac- 
tion. 

KRNT 
KRNT-TV 

DES   MOINES 

An  Operation  of 

Cowles  Magazines  &   Broadcasting,   Inc. 

Represented  by  The  Kati  Agency,  Inc 


SPONSOR    19    u  (.1  si     |<Xi3 


SPONSOR  WEEK      Networks 


CBS  in  record  half-year  sales,  income 


A  jump  ol  souk-  $20  million  in 
sales  and  about  $5  million  in  net 
income  over  the  same  1962  period 
have  given  CBS  the  best  first  half  in 
its  history  this  year.  Reporting  to 
stockholders,  chairman  William  S. 
Paley  and  president  Frank  Stanton 
pointed  to  sales  of  $273,276,969 
and  net  income  of  $19,370,017  in 
the  first  six  months  of  '63. 

They  added  that  the  income  fig- 
ure doesn't  include  a  net  gain  of 
$1,499,014  on  the  disposition  of  cer- 
tain real  estate,  which  was  credited 
directly  to  retained  earnings  during 
the  second  quarter  this  year. 

Commenting  on  operation,  it  was 
noted  that  sales  of  CBS  TV  for  the 
first  six  months  were  substantially 
above  those  of  1962's  record-break- 
ing first  half,  as  the  network  con- 
tinued to  attract  more  advertising 
revenue  than  any  other  single  ad- 
vertising medium.  In  addition,  sales 
for  the  CBS  TV  Stations  Division 
were  well  above  last  year's  first 
half,  with  the  greatest  contribution 
coming  from  the  substantially  in- 
creased sales  of  the  five  o-o's. 

Also,   CBS    Radio's   current  vear 


sales  and  orders  at  the  end  of  the 
first  half  of  '63  exceeded  by  over 
one-third  the  web's  revenues  for 
the  full  year  1962,  with  sales  for  the 
seven  o-o  stations  ahead  of  the  same 
period  last  year. 

The  report  to  stockholders  said 
CBS  Films  continues  to  be  the 
largest  exporter  of  films  made  es- 
pecially for  tv,  with  64  countries 
now  airing  them  at  the  rate  of 
nearly  2,500  half-hour  broadcasts 
weekly.  A  drop  from  '62  in  first-half 
sales  was  reported  in  the  CBS  Inter- 
national Division,  which  derives 
its  revenues  primarily  from  export 
sales  of  broadcast  equipment  and 
records.  This  was  largely  attributed 
to  the  recent  loss  ol  ales  in  Argen- 
tina. 

NBC  Radio  sales  record 
lauded  by  affiliate  execs 

NBC  Radio  has  been  praised  by 
the  executive  committee  represent- 
ing its  affiliated  stations  for  "the 
progress  the  network  has  made  and 
the  unquestioned  leadership  of 
NBC  in  programing  and  sales."  The 


A  backfield  that's  really  in  motion 

Chatting  at  the  VBC  T\     American  Football  League  preview  .it   Toots  Slior's 

Uii   h\   Wilson,  tin-  will's  sports  and  special  programs  sales  supervisor; 

John  Saunders,  Kenyon  &  Bckhardt;  Jay  Michaels,  MCA.  and  Hill  O'Sullivan, 

Owner   ol    1 1 » < -    \KI,    Boston    Patriots 


action  was  taken  last  week  at  a 
meeting  of  the  committee  in  the 
Highlands  Inn,at  Carmel,  Calif. 

The  committee's  commendation 
cited  NBC  for  hitting  a  new  high 
of  43.3%  of  all  measured  commer- 
cial time  in  network  radio  for  the 
first  six  months  of  1963.  and  also  for 
coming  up  with  "outstanding" 
special  programs.  From  January 
through  June,  NBC  Radio  fed  over 
79  hours  of  special  news  programs 
to  affiliates,  plus  579  hot  line  re- 
ports. The  news  specials  and  hot- 
line reports  totaled  over  126  hours. 

The  network's  latest  program 
innovations  were  explained  by  Wil- 
liam K.  McDaniel,  executive  v. p.  in 
charge  of  NBC  Radio.  Committee 
members  at  the  session  included 
chairman  Lyell  Bremser  ( KFAB, 
Omaha);  vice  chairman  John  B. 
Tansey  (YYRVA,  Richmond,  Va.), 
and  secretary  Thomas  Carr 
(WBAL,  Baltimore). 

SALES:  Goodyear  Tire  &  Rubber 

(Young  &  Rubicam)  bought  into  12 
NBC  TV  programs  for  the  1963-64 
season.  Five  of  the  programs  will 
debut  in  the  fall.  They  are  The  Bill 
Dana  Show,  Mr.  Novak.  Espionagd 
Temple  Houston,  and  The  Lieuten- 
ant .  .  .  Action  in  two  rounds  of  the 
23rd  Bi/ig  Crosby  National  Pro-Ama- 
teur Golf  Tournament  at  Pebble 
Beach  Golf  Club  will  be  televised 
by  NBC  TV  on  18  and  19  January. 
The  two-day  coverage  will  be  spon- 
sored by  Minnesota  Mining  &  Man- 
ufacturing via  Frwin  Wasev,  Ruth- 
rauff  &  Ryan  .  .  .  J.  B.  Williams 
(Park son  Advertising  Agency) 
bought  alternate-week  sponsorship 
in  NBC  TV's  expanded  Huntley- 
Brinkley  Report.  The  new  half-hour 
news  series  is  now  90r<  sold  with 
only  one  weekly  quarter-hour  avail- 
able .  .  .  Tidy  House  Division  of 
Pillsbury  (McCann-Marschalk)  will 
sponsor  the  new  Tee  Phillip  Show, 
a  weekday  program  lor  women. 
over  some  40  midwestern  stations  ot 
CBS  TV  starting  2  September  .  .  . 
Bristol-Myers  ("ioung  &  Rubicam 
bought  into  ten  NBC  TV  programs 
lor  the  fall.  Four  new  serifs  In- 
volved are  The  Pill  Dana  Show,  E$- 
pionage,  Temple  Houston,  and  The 
Lieutenant  .  .  .  Household  Finance 


■ 
ft 


56 


SPONSOR    19    u  c.t  si    196 


[Needham,  I lOuis  &  Broi lis  |  ss ill 
lulls  sponsor  UJC  Radio's  ball  <>i 
Bach  Notre  Dame  l<><>tl>.ill  'j,a\uc  in 
The  «>ili<  r  hall  ss  ill  be  open 
for  local  availabilities  United  Mo- 
tors Service  Dis.  ol  General  Motors 

(  01 1>     I     mipliell   l\s  .ilil  |  s\  ill  spon- 
sor the  network's  hall  <>i   the  ten 
minute  pre-  and  posl  game  slmsss 
.  .   .  Golden  Grain   Products,  via 
\l«  I   tnu  Erickson,   San    Francisco, 
will  .aid  .1  I. ill  campaign  ol  pai  ti<  i 
bating   spots   <>n    three    \H(      I  \ 
uows  to  the  heav)  ( !BS  l  V  si  hed 
lie  it  i.inics  on  .i  continuing  52 
week  basis.  One  minute  spots  once 
peekl)  ss  ill  be  carried  on  the  I  •  n 
Bi  wi  e  Ernie  Ford  Show,  the  Price 
Is  Right,  .ukI  Trailmaster  .  .  .  Gen- 
Ira]  Mills  is  picking  up  the  tab  foi 
BBC  Radios  coverage  ol  the  L964 
\\  inter  OK  in | lies.  One  hundred  vig- 
iettes  are  scheduled  beginning  25 
Janii.iis    Knox  Reeves  is  the  agenc] 

.  .  .  Jack  Clark  ssill  host    \IU      I  \   S 

few  quiz  program  100  Grand  which 
premieres  15  September  10-10:30 
pin  .  sponsored  lis  Alberto-Culver 
and  El  Producto  Cigar,  both  through 
1     mpton    Advertising. 


\l  \\     VI  III  I  VI  IV   KM  k     Pitts 

hill  g    kan  .  and  k/\<  •    I  l"t  Spril 

\>k     to  (  Hs   Radio  kll\  II 

1 1  molulu,  became  a  supplemental  s 
affiliate  ol  \K<    Radio.  In  the  .sent 

\IK  '  s.   lis  .1  netssoi  k   prOgl    i die 

stat \li(      ss  ill   .ii  range   and    pas 

for  the  lieeess.us   os.  is.-.is  tralisinis 

sion  facilities.  Othei   \  B(    progi  ams 

ss  ill  he  as  ailable  at  tin    S  in  I  i  an 

CiSCO  toll   test    and   die  Station   must 

arrange  -iuA  pas    foi    transmission 
facilities  from  thai  poinl         KB  VI 
will  replace  KAPE  and  k\l  \< 
the  \BC  Radio  affiliate  in  San  \u 
tomo.  effective   lf>  Septembei   ,  .  , 
WGHP-TV,  ness    ts    station  to  go 
on  the  air  in   High   Point,   \    I 
around  1  October,  ssill  be  primarj 
affiliate  ol  ABC  TV. 

MOVING:  jack  Sameth  to  exe<  u 
tive  producer  for  \IH    l\  program- 
ing department, 

Richard  J.  Connell)  to  assistant 
trade  news  editor  for  the  NBC  Press 
department,  succeeding  Gene 
Walsh  sslio  ssas  named  manager, 

business  and  trade  publieits  . 

Jens  Solomon  to  manager  ol  sales 


planum  \l  n  k  <   ulieii 

■■   1    •  >!    s.iles  I  ill.   !  ' 

tions  foi    \H<     l  \    Ni  tworl   s 
l ).  partmi  nl 

lames   I       \\  .itson   In   man  lg(  i       ales 

des  elopmenl    NB(     R  idio 

Mm  t    1  l<  is(  Inn. iiiii  ' 

mot  ion    Wist  eousl   pi '  »m<  't  i'  in 
partmenl    \M< 

Paul  Sonkin.  m. in. (  idiem  i 

measurements,  promoted  to  dire 

t I     Ms.    u,  I,       Ses  mom       \mli  ii 

manager  ol   program  analysis  and 
inn keting    to  ass.,,  iate  din  <  ti n  ol 

l«s.  mi,  Ii       (iilm      I  u  (Ii  -iiliihi.      - 1 . ;  ..   i 

s  is.  n  .  .1  audience  measuremi  nl 
manager    ol     audience     mi 
incuts    .uid  Sheldon  Jacobs,  si  inm 

lese.ui  Ii      .m.ils  st.     sik  eeeds      I  |.«|. 
m aim.   all   at     \  |{(       I  \ 

Dan   Bloom   to   produce!    ol   '  BS 
\ess  s  Spei  ial  Rep >i ts 

|.k  k     \le(  arths.    in  hi.,-,  i     ,,|    ,|.,\ 

tun.-  sales  service    to  m  inagei   ol 
nighttime  sales  ;,,,- 

Mark  (  ohen,  noM  managei  ol  sales 
offerings.   Richard   Masflotti,  assis 
'•mi  managei  ol  daytime  sales  si 
ice,  replai  es  \l<  (   irth)    and  Wen- 
dell  Barnes,  daytime  availabilities 
i  oMidni.it, a    I.  plai  es   Masilotti. 


a 


*LLSN 
TMO  MPJji. 

JET  AIQPOOT 


SERVING 

^  A  ONE  &  ONE  HALF 

BILLION   DOLLAR 

RETAIL  SALES  MARKET 

WJTVchl2:Katz*WLBTch3:Hollingbe 

Jackson,  Mississippi 


am 


SPONSOR     |«»    v,  ,.,  ,,     |%3 


SPONSOR  WEEK  I  Stations  and  Syndication 

Mfrs.  boost  broadcasting's  new  media 


Operators  of  uhf  tv  and  fm  stereo 
stations  are  getting  some  more  help 
from  manufacturers — at  least  as  far 
as  production  counts — in  their  ef- 
forts to  place  more  of  broadcasting's 
newer  media  into  additional  homes. 

More  all-channel  tv  receivers 
were  turned  out  in  June  than  during 
any  month  in  the  past  seven  years, 
as  production  of  these  sets  shot 
from  the  year's  monthly  low  of 
57,208  in  May  to  107,500  in  June— 
the  first  time  output  had  exceeded 
100,000  a  month  since  November 
1956 — reports  the  Electronic  Indus- 
tries Assn. 

46%  air  stereo  programs 

In  addition,  EIA  notes  that  dur- 
ing the  second  quarter  of  this  year 
57%  of  all  radio-tv  and  radio-phono- 
graph combinations  that  were  pro- 
duced were  capable  of  receiving  fm 
stereo  broadcasts,  a  1%  increase  over 
the  previous  quarter's  output.  The 
proportion  of  sets  produced  in  all 
of  '62  able  to  air  stereo  programs 
was  46%. 


On  the  uhf  front,  total  production 
of  all-channel  sets  for  the  first  six 
months  of  '63  hit  433,339,  up  sharp- 
ly from  the  275,446  produced  in  a 
similar  period  last  year.  In  fact,  this 
June's  amount  is  more  than  double 
the  total  produced  in  the  same 
month  last  year— 50,283. 

In  the  April-June  period  this  year, 
output  of  radio-tv  and  radio-phono 
combinations  totaled  354,824,  of 
which  203,324  contained  fm-stereo 
capability.  A  total  of  27,017  radio-tv 
combinations  out  of  57,829  pro- 
duced could  receive  fm  stereo.  Of 
296,995  radio  -  phonos  produced, 
176,307  were  equipped  to  receive 
the  broadcasts. 

Distribution  recovery  felt 

Distributor  sales  of  tv  and  radio 
sets,  slow  during  the  first  two 
months  of  this  year's  second  quar- 
ter, recovered  strongly  in  June  to 
reach  the  second  highest  monthly 
volume  of  the  year.  Distributors 
sold  541,810  tv  sets  to  dealers  in 
June,    compared    with    378,215    the 


.  \  '  J   " 

^L        jwh(H 

W?t  -v* 

■*.■--  1 

■JM 

1 

W^ 

1^1 

H 

\\                      A 

rV  imL    1 

2?  9  1 

'lk       1 

Miss  Warmland  1963  crowned 

The  power  ol  radio  was  demonstrated  recendy  at  tin-  fifth  annual  WARM 
Radio  day  h<ld  at  a  Northeastern  Pennsylvania  amusement  park.  Over 
55,000  people  jammed  1 1  »* -  park  for  the  WARM,  Scranton-Wilkes-Barre,  radio 
show  and  the  crowning  of  Agnes  Hospodar  ( c  >  assisted  here  1>>  d.  j.  Harr> 

West  and  Miss  Warmland    L962 


previous  month  and  480,510  in  June 
a  year  ago.  This  year's  cumulative 
sales  through  June  stood  at  2,956,- 
808.  Last  year  during  the  same  peri- 
od, 2,724,038  receivers  were  sold. 

Radio  sales  by  distributors  in 
June  soared  to  811,923  from  the 
598,410  sold  in  May.  But  despite 
the  sharp  increase,  they  were  far 
below  the  1,040,598  turned  over  in 
June  of  last  year.  This  year's  six- 
month  sales,  at  3,935,670,  lagged 
well  behind  last  year's  tally  of 
4,800,574  for  the  same  period. 
665,004  sets  in  June 

Total  June  production  of  tv  re- 
ceivers, including  all-channel,  stood 
at  665,004,  compared  with  507,499 
the  month  before  and  620,653  in 
June  1962.  Year-to-date  tallies  were 
3,459,921  through  June  this  year 
and  3,295,501  in  the  same  period 
last  year.  Output  of  radios  jumped 
from  May's  total  of  1,384,063  to 
1,653,866  in  June,  but  fell  short  of 
the  1,721,873  produced  in  June  1962. 
Cumulative  output  through  June  to- 
taled 8,585,238,  against  9,264,445 
produced  during  1962's  first  six 
months. 

Resorts  rallying  to  radio 
throughout  N.  Y.  State 

Resort  hotels  throughout  New- 
York  State  seem  to  be  switching 
their  summer  ad  dollars  over  to 
radio  to  lure  new  customers  and 
remind  old  ones  where  to  spend  a 
fun-filled  vacation.  According  to' 
WMCA,  New  York,  there  has  been 
a  "fabulous"  upsurge  in  advertising 
from  the  resorts — "far  in  excess  of 
any  upturn  in  any  one  type  of  ad- 
vertising we've  experienced  in  re-. 
cent  years." 

A.  B.  Gilford,  spokesman  for  He- 
sort  Area  Services  which  represents 
more  than  50  resort  hotels  says  "We 
use  radio,  of  course,  because  we've 
found  it  to  be  effective.  Othei 
media  haven't  been  producing  BS 
much  in  the  way  of  results  latch 
as  they  have  in  the  past." 

Top  hotels  use  medium 

Documenting  WMCA's  enthu 
siasm  is  this  impressive  list  of  re- 
sorts which  have  already  run  sched 
ules  on  the  station:  the  Delan< 
Hotel.  Monticello;  Hotel  Hegal 
South  Fallsburg;  Hotel  Gibber.  Kia 
mesh. i    Lake:    Paul's    Hotel,    Swat 


ft 

ill 


SPONSOR    1!)    u  (.t  si    l'.tti: 


L.iki  \cw  Morningsidi  1 1 
llin  l.\  \  ill.-  k.nn  o  Hotel  In  ndale 
tamarack  I  odge,  ( In  enfield  Pai  k 
Sw  an  Lake  Hotel,  Swan  Lake; 
Schenk's  Hotel,  South  Fallsburg; 
ami  ( Ireen's  I  lotel,  Wesl  <  han 

Accent  on  sales 

Few  pi >  inn i| ion  si unts  li  <\  e  evei 
wooed  the  "II. u  toi  \  nei  v  es  1  i  K  *  - 
W  \\  I )(   s pitch  for  its « lien!  \.  a  n( 

the  \\  ashington  D.C  stal mass 

mailed  to  grocers  and  editors  alike 
three  eontainers  "I  various  Savored 
Ac  Vent,  one  lemon.  .1  smoke  homh. 

ami  .1  (hunk  ot  garlic  ,  .1  very 
lurge  eliunk  ol  gai  lie  lust  aboul  the 
onl>  ingredienl  left  oul  ol  W  W  I )(  .s 
recipe  was  the  kitchen  sink.  In  fact, 
included  in  the  press  packet  was  .1 

cheek  lor  ~>l)  cents  and  .1  note  ,ul\  is 

inu  soineuh.it  befuddled  benefici 
aries  to  shoot  the  whole  wad  .it 
their  favorite  meal  departments  foi 

famburger  ...  to  go  with  the   \ 
iMit,  ot  course. 

Big  city  video  bow  for 
Dld-time  radio  barn  dance 
\    Chicago    radio    show    which 
lj)ver  the  past  :V)  \ears  has  served  as 
I  he  ]iro\iii'4  ground   tor  such  now  - 
I  anions    artists    as    (.corge    Cobel, 
U>\        Mien.      (iene       \utr\.      and 
liMoher   MKiir   and    Molly,    is   now 
It-urn  in  i;    into    the    big    time    itsell 
(,'ashinu  in  on   the  current   COUntT) 
1  mil  western  cra/e.  W  CN-TV,  Chi 
|  -ago.  has  picked  I  I  September  for 

I  he  telex  ision  debut  ol  The  Hani 
Ipflwr.  a  prouram  which  first  hit 
I  he  air  in    l()_!l  as    The  Old   Time 

I  -'uhlli  i  s 

'  W  ith  the  exception  ol  a  two- 
I  ear  period  from  I960  when  lmn- 
l')S  and  fiddles  were  silent,  the  pro- 
r.un  has  heen  a  continoiis  feature 
mce  its  start.  It  will  lie  continued 
'i  W  <  A  i.idio  in  addition  to  the 
alf-hour.  in  color  television  ver- 
on. 

STATIONS 

)I()S  'SHADOW  RETURNS 

ter  months  ot  negotiations  with 
R  \     (  harles    Michelson,    Inc. 

finally  cleared  the  w  a\    for  Sep- 
llxr  starts  on  one  ot  radios  all- 
most    chilling    thrillers.    The 
low.      Imong    first     stations    to 
•dule    the    series    is    K\l()\.    St. 

'Ills 


S  \|   IS:    \||  spoils,, is  ol   tin    Spam    li 

show  Panorama  Latino  on  K(  OP 
I  \  .  I  us  Vngeles,  ha\  e  renewed  foi 

the     seventh     \e.il     ot     the     pne'iam 

I  he)    are    tjax,    Bee<  h  Nut    Bab) 

I  nods.   Standard    Ihaiids,   .m, I    MJB 

(  offee  KK  \K.    Saa am  into 

signed  the  fi  >llo\*  ing   natii  mal  and 

ii  mal  .u  counts  sim  e  the  be 

ning  "I    1 1 1 1\       Oakland   /one  <   he\ 

rolet,  Carting's  Beer,  San  lose  Ford, 

Pall  Mall,  Salem.  Ttirke)  \cl\istir\ 
Hoard.    (  ainphcll     I'ork     i\     licans. 

IU1I  Brand  Potato  (  hips.  Longen- 
dorf  Bread,  Oldsmobfle,  white 
kinu  Soap.   Sun   Power   Batteries, 

Plaza  Motel  .       Reve ss  sailed  to 

the  highest  weekl)  total  evei  re 
corded  al  wis  for  the  week  ending 
la  |uk  rhird  quarter  billings  al- 
read)  on  the  hooks  are  1 1' -  over  the 
same  quarter  ol  L962  .  .  F&M 
Schaefer  Brewing  sponsor  ol 
World's  Professional  Pocket  Billiard 
Championship  special  on  W  l'l\  .  .  . 
|ul\   was  the  biggesl  sales  month  in 

the  three-year  histor)  ol  KI-'M \ 
(FM),  San  Diego    Accounts  signed 

included    Sc\cn  I  p     Bottling,    San 

Diego  County   Fair,  Lukens  Pon- 

tiac.  Io\  West   (oast  Theatres,  Ja- 

mar  Restaurants,  H< )  \(  .  and  Tetrad 
Electronics,   Lundin's  Children's 

Shoes,  and  I. anions  Custom   I  ailors 

. . .  Frank  Vntone's  Rancho  Rambler 

in    Portland    will    sponsor    the    new 

Tommy  Prothro  Show  over  Kl  \ 
during  the  college  football  season 

.  .  .  WJR,  Detroit,  will  again  broad- 
east  a  season  ol  Detroit  Lions  pro 
games,  this  year  as  originating  sta- 
tion lor  the  I. ions  Radio  Network. 
Marathon  Oil  and  Mtes  Brewing 
will  co-sponsor  .  .  .  WNEW,  New 
York,  New  York  Football  (Giants 
games  w  ill  be  sponsored  by  Howard 
Clothes.  UNP  Food  Stores,  Ballan- 
tinc  Beer,  and  Liggett  &   Mwts  .  .  . 

Show   Magazine  signed  a  contract 

with  WTFM,  New  York,  for  the 
\    VD  York  Today  and  New  York  I  • 

night  programs  across  the  board  .  .  . 
Sponsors  ol  the  Nil.  games  on 
K\lo\-l\.  st    Louis,  are  Fabtafi 

Brewing,   lord   Motor.   Philip   Mor 

ris,  .mil  American  Oil  .  .  .  The  49er 
games   on    KSFO,   San    Francisco, 

bought  D)    Standard  Oil  of  (ailifor- 

nit,  Burgenneister  Brewing,  Chrys- 
ler-Prj  mouth  Dealers,  I  orina  (  a'uars 

.    .    .    The     1  1    September    hoUT-Iong 

sports  special  on  WOR-TV,  New 


New  York  City 
radio  lor  a 
"piece" 


Long  island 

market 
when . . . 

WHLI  DELIVERS  IT  ALL! 


New    York    (  ity 

Long  Island  -the  i 

market  but  it  can't  move  Lone; 
Islanders  to  action  the  way  WHLI 
moves  them.  Why? 

Because  Win. I       Long  [aland... 
I"  oadi  m  Long  Island  . . . 

voted  '"I  .  ' 

Long  [slanders  own  their 
homes,   raise   money    for   their  own 

schools,  run  their  own  politics,  have 
their  own   problei  their 

own    .>:;'■    billion    in   their  own   com- 
munities. 
indepi 

So  they  •     Will. I  . .  .ami  they 

l>u;i  what    WHLI   sel 
wiii.i  is  -ion.  Blake  v. 

itation  too. ..and  you'll  sell 

tu- Suffolk,  Lone;  Island,  the 

nation's     Ith  .rket. 

That's   why    majoi    a 
Willi   '  \ly. 


10.000  WATTS 


AM     1  100 


«    I    -    »    t    '    I    A    I 


PAUL  G0DOFSKY    P'-s    C«n    M 
JOSfPH  A    11  V.  |  Prss    SJ  M 

RfPfUStNTEO  BY  GH.l-Pf.RNA 


DHSOR    19    u  ,a  si    196  i 


SPONSOR  WEEK 


Stations  and  Syndication 


^  oik.  The  New  York  Football  Giants 
preview:  1963  sold  out  to  Ballantine, 
Chase  Manhattan  Bank,  Colgate- 
Palmolive  lor  (-Ode  10  Hair  Dress- 
ing, and  du  Pont  for  Zerex  Anti- 
freeze .  .  .  The  Higbee  Co.  renewed 
for  another  year  of  Meet  Your  Cleve- 
land Orchestra  on  WCLV. 

FINANCIAL  REPORTS:  Consoli- 
dated Sim  Ray,  Inc.,  owner  of 
WPEN  (AM  &  FM),  Philadelphia, 
reports    that    for    the    five    months 


ended  30  June  1963,  tentative  re- 
sults indicate  net  sales  and  other 
income  of  $14,300,000  as  compared 
to  $14,900,000  for  the  comparable 

five  months  of  last  year.  Net  operat- 
ing income  is  estimated  at  $439,000 
as  compared  to  a  loss  of  $566,000 
for  the  same  1962  period  .  .  .  Capital 
Cities  Broadcasting  net  profit  for 
the  first  half  of  1963  was  up  52*8  to 
$961,555  or  80  cents  a  share,  vs. 
$633,027  or  52  cents  a  share  last 
year  .  .  .  3M  sales  for  the  first  six 


months  of  the  year  were  $362,313,- 
074,  with  net  income  of  $42,069,069, 
equal  to  81  cents  a  share.  This  com- 
pares with  sales  of  $334,512,372  and 
net  income  of  $38,750,260  equal  to 
75  cents  a  share  for  the  first  half  of 
1962  .  .  .  Metromedia  reported  rec- 
ord net  income  for  the  first  26 
weeks  of  1963  ending  30  June,  of 
$1,838,228,  equal  to  $1.03  per  com- 
mon share.  This  compares  with 
$1,021,655  or  57  cents  per  share  for 
the  same  period  one  year  ago.  Gross 


'People  Formula'  urged  for  measuring 


By  JAY  HOFFER 

Sta.  MgT.,  KRAK.  Sacramento 

OST  random  samplings  that  rely  on  the  telephone 
book  for  the  raw  material  on  which  to  base  their 
calls  fail  abyssmally  to  reflect  the  "real"  cross-represen- 
tation of  the  universe  being  measured.  Selections  based 
on  an  arbitrary  sample  design  constructed  by  fixed  inter- 
val progression  from  a  chance-selected  origin  point  do 
not  foilow  any  population  distribution.  Calls  can  con- 
ceivably be  made  to  just  one  section  of  the  community 
under  this  technique,  with  the  resultant  inadequacy  for 
a  legitimate  projection  to  the  entire  community.  Thus,  to 
more  legitimately  reflect  the  community  being  surveyed, 
it  is  imperative  to  compound  another  formula.  The  "Peo- 
ple Formula"  concerns  itself  with  official  census  tracts 
as  its  base.  Every  community  is  divided  into  sub-sections. 
Consider  the  tracts  that  compose  each  of  these  sub- 
sections. Treat  each  sub-section  as  a  unit  to  be  measured. 
Examine  Exhibit  A  and  Exhibit  B.  Each  reflects  different 
areas  of  a  community.  Exhibit  A  contains  79,536  people, 
while  Exhibit  B  contains  21,295  people.  One  has  almost 
four  times  as  many  people  as  the  other.  Now,  if  the 
total  community  has  a  population  of  550,000  and  the  total 
sample  size  were  set  at  1%  of  this  figure,  that  1%  would 


EXHIBIT   A 


Total 
Population 
(All  Ages) 


55 

9,411 

56 

11,191 

57 

10,862 

58 

8,557 

59 

7,461 

p 

60 

8,871 

61 

6,924 

62 

8.827 

76 

2,555 

£ 

77 

4,877 

^^R^n^r^' 


79,536 


have  to  be  applied  against  79,536,  then  against  21,295 
and  so  on  throughout  the  entire  community.  In  this  way, 
no  disproportionate  share  of  calls  could  be  made.  The 
city  and  county  directory  would  be  used,  since  specific 
areas  are  contained  and  the  directory  would  delineate  the 
boundaries  as  close  to  the  sub-sections  as  possible.  Calls 
would  be  placed  to  those  dwelling  within  the  defined 
area.  For  purposes  of  qualitative  analysis,  the  census 
tracts  go  further  in  providing  median  age  by  sex,  owned 
or  rented  housing  units,  and  value  of  property.  As  the 
sub-sections  are  placed  together  to  compose  the  entire 
community,  the  socio-economic  breakdowns  can  be  kept 
separate  for  further  study.  Media  penetration,  product 
acceptance,  et  al  can  more  truly  be  measured  through 
this  "People  Formula."  If,  for  example,  a  radio  station's 
concentration  of  listeners  were  in  a  certain  income 
bracket  section,  it  follows  that  the  retail  establishments 
that  are  trying  to  pull  trade  from  the  marketing  section 
can  make  good  use  of  that  particular  station's  airwaves. 
Waste  coverage  could  be  held  to  a  minimum  and  sales 
efforts  of  the  advertising  media  could  be  zeroed  in  closer 
on  target.  Survey  the  people  and  make  the  advertising 
dollar  realize  its  true  productive  potential! 


EXHIBIT  B 


Total 
Population 
(All  Ages) 


88 

5,646 

89 

9,121 

90 

3,540 

91 

2,988 

21,295 


j<,ckSS* 


60 


SPONSOR    Mi    \i  (,i  si    HK5.\ 


revenues  increased  to  $27,978  t  K> 
from  $26  206,832  in  the  pie*  eding 
u'.ii  Mm  fadden  Bartell  1  orp. 

pet  sales  fox  the  six  months  ended 
njune  L 963  were  $12,083,250,  com 
hared  with  $]  I  229,928  foi  the  simi 
l.ir  period  last  year,  .i  gain  ol  ss~>  I 
Ml  equal  to  7.6*  i    <  )perations  foi 
Hie  lust  hall  resulted  in  a  net  profit 
M    $627  007,   equal    to    19  I  -    per 
Bare  This  compares  w  itli  a  net  loss 
i  foi  the  first  six  months 
<>i   L982,  "i  .i  loss  "I  -"  i  ents  per 
Biare    The  company's  three  radio 
stations  had  .in  increase  in  operat- 
ing profits  from  $94,104  to  $294  282 
.i  gain  i>l  213'  < . 

PROGRAM   NOTl  v    KABC,   I  os 

Angeles,  i*>  bringing  back  radio 
dr. mi. i.  Beginning  2  September,  the 
st.itiun  will  air  seven  different  half- 
Eour  series,  running  the  gamut  ol 
Idventure,  mystery,  and  drama,  two 
show  s  each  night,  Mondays  through 
laturda) s,  starting  .it  11: 1">  p.m 
and  three  shows  each  Sunda)  From 
I  10  5  p.m.  .  .  Newsday,  a  nev» 
halt-hour  Monday  through  Friday 
new  s  program  will  premiere  26  Aug- 
ust at  noon  on  WTOP-TV,  Wash- 
bgton,  I )  <  The  Basic  Issues  is 

a  new  weekl)  WNBC,  New  York, 
series,  hosted  bj  Dr.  I  iew  is  W  ebster 
Jones,  former  college  president,  now 
president  of  the  National  ('outer- 
em  e  ol  Christians  and  Jews  .  .  . 
C(>nic  to  the   Fair  is   the  overall 

theme    ..I    WTCN,    Minneapolis  M 

Paul  coverage  ol  the  Minnesota 
State  Fair  From  23  August,  one  day 
before  the  opening,  through  2  Sep- 
tember, station  will  otter  50  Bve- 
B minute  programs,  five  30-minute 
shows,  and  a  final  60-minute  wrap- 

up  ol   the  entire  ai  ti\  it)  . 

\l  u    FORM  VI:   WORL,    \IH 

affiliate  in  Boston,  has  switched 
over  to  what  it  tails  the  "Theatie  ot 

the    \n"  programing  concept    S 

lion  explains  it  as  a  balanced  combi- 
nation ot  the  old.  imaginative,  and 
beloved  radio  shows  such  as  I'lii 
Shadow  and  Tin  Third  Man  with  a 

blend  o|  the  best  ot  the  new   .  .  .  the 

Boston  Pops,  Broadway  Showcase 
ind  a  morning  interview-conversa- 
tion show  .*' 

M  u  ol  \i;i  l  US:  \,  w  address 
or   VVTTG,    Washington,    IX 

5151  W  isconsin  Avenue,  N.Vt  Tele- 
phone is   244-5151  W  MMW. 


\l<  i  nli  ii  \\  ullingfi  >id    t<M)k   p  isses 
sum     I  it     model  ii     new     offil  I  S     and 

st  ml  n>s    at    I    Church    Str< 
M.i  iden         From  the  <  lold  Boom 
w  hich  v»  Ml  seat   khi  people  f(  u  mei 
i  handising  sessii 'tis   t. >  tin-  I 

(  .lass    Studio     W  lit*,  h    w  ill    sh.iw 

station    personalities    at    work    to 
passing  i  .us    the-   K(  Oil   building 
is  an  exciting  new  step  l"i  the  sta 
timi    I  .o(  ated  at   501 1    Umeda  at 

\\  i.  Int. i   1 1.  >ust.  oi  the  building  w  ill 

be  opened   on   :2<>    \n'^iist  Insti- 


iiii.      ot     Broad*  aiting     I  inaix  ial 
Management 

,.|fi.  I    Soli 

is:       ki  ii 

n. iw    lno.idi  asting    loan 

and    studios.    OCCUp)  ing    mon     than 

8,000    quart    feet  of  flooi 

I  \  li  has  movt  d  its  western  . h\  ision 

to  1. 1 1  pel   quartet  I 

The    nev    address    is    Hi    North 

I  .in  Inn  .nt     UK d     and    t! 
phone  numl  I  82  >l        I 


!?ARD&/LLIErfsi 


ISHION 


PRE  StO.CHANGO,  nine 
I'M  GOING  TO  TURN 
tOU   INTO  TWINS. 


CEASe    YOU  Is 
CHILDISH  PRATTlE, 
WORfORO.  SUCH  AN 
LVtNT  WOULD  ii 
CONTRARY  TO  ALL 
NATURAL    LAWS. 


OH  Yf;AH? 
WfLl  HOW  DIP  MfM^Tt/ 

INCRtASc   \TS  AUDlt'NCE 
15V  85%.  THfKi  ? 


*JOKf0it0,  vou 
AKl    RCAUV 

A    CRl  IAN 

THlY    PIPN'1 

USt    MAGlC 


MAGICAL  GROWTH  EXPLAINED! 


When  WW  TV  planned  its  W  W  I  l>  TV  satel- 
lite in  Sault  Ste.  Marie,  we  anticipated  .'n 
audience  increase  of  59.5^  ',  and  that  sounded 
very  fine  to  our  advertisers. 

Imagine. >ur  delight  when  ARB  (  N 
showed   that   we   had   increased  our   audience 
actually  8S<~,  in  the  V .  S   alone,  not  including 
some    mighty    important    Canadian   coverage. 


The  upshot?  Well,  we've  now  got  the 
greatest  almost  undiscovered  market  in  the 
nation  —  \~  counties  —  nearlv  a  ■ 
people  —  retail  sales  nearls  A  HIIIM>\ 
DON  \Rs  About  four  times  m..re  7  A'  homes 
than  Atlanta'  But  \ou  ma\  be  the  onK  ailser- 
tiser  in  your  industrs  who  seems  tO 
about  it.  Ask  A\cr\  Kn.Hiel! 


WWTV/WWUPTV 


CAOILUC  TRAVERSE  CITY 

■-    .      • 
trim     »*:     I    »    » 
i      •    AM 

*..       ■ 


SAULT  STE  MASIE 

•--;    It 

•     i    1    I 
CM    •    AM 


•PONSOR    |«.l    vi  (.1  si     1 


61 


PROGRAMING 


V     ED 

INTERESTING 

PiOGRAMING 


*i 


is  another 

reason  why 

more  advertisers 

are  investing  more 

dollars  on  WSUN 

Radio  than  at 

any  time  in  our 

35  year  history 

ONE  OF  THE  NATION'S 
GREAT  STATIONS 

WSUN 

5  KW  620  KC 

Broadcasting  24  hours  daily! 

TAMPA-ST.  PETERSBURG 

Get  all  the  facts  from 

Notl    Hep     VENARD.   TORBET  4   McCONNEU 

S    E     Rrp     JAMES  S    AYERS 


Forbes  Field  teems  with  teens 

Here  are  some  of  the  more  than  5,000  teenagers — one-third  of  the  total  crowd 
— who  streamed  into  Forbes  Field  for  the  first  of  three  "Teen  Age  Nights"  run 

by  KDKA  and  the  Pittsburgh  Pirates.  A  special  ofler  featured  a  Hootenanny 
and  the  Pirates-Mets  baseball  game  for  50  cents 


have  been  approved  and  construc- 
tion is  underway  on  the  new  KOOL 
Radio  Broadcast  Center,  located  in 
the  heart  of  downtown  Phoenix  on 
Washington  Street.  Control  rooms 
will  be  equipped  with  the  newest 
transistorized  equipment  .  .  .  KPEN 
now  located  at  1001  California  St., 
San  Francisco.  Phone  number  is 
TUxedo  5-4311. 

MOVING:  Dr.  Robert  E.  Spiller, 
Felix  E.  Schelling  Professor  of  Eng- 
lish Literature,  to  acting  dean  ol 
The  Annenberg  School  of  Commu- 
nications at  the-  University  of  Penn- 
sylvania, succeeding  Gilbert  Seldes. 
James  E.  Blake  to  general  sales 
manager  and  Byron  E.  Anderson  to 
national  sales  manager,  KSTP  sta- 
tions. Minneapolis-St.  Paul. 
James  E.  S/abo  to  manager  ol  spe- 
cial sales  and  Leslie  L.  Dunier  to 
the  sales  stall  at  WOR-TV,  New 
York. 
Jack  E.  Krueger  to  manager  ol  ra- 


ll 


din  and  television  news,  a  new  post 

for  The  Journal  Co. 

George  H.  Williams  to  sales  man 

ager  and  Richard  K.  Ross  to  assis 

tant    sales   manager.   KDKA,   Pitts 

burgh. 

Karl  Haas,  director  of  fine  arts  fo 

WJR,    Detroit,    accepted    appoint 

ment  by  Ford  Foundation  as  its  con 

sultant  in  Berlin,  effective  1  Septem 

ber.  He  will  retain  his  position  win 

tlie  station. 

Luther  R.   Strittmatter   to   genera 

manager,    Albert    M.   Fiala   to   oa 

tional   sales  manager,  and  Herber 

M.  Levin  to  local  sales  manager,  ai 

at  WICK.  Providence. 

David  A.  Dary  to  manager  ol  loa 

new  s  lor  WRC-TV  and  radio.  W  asl 

ington,  D.  C. 

Don  Steele  to  program  director  ( 

kls\.  Portland. 

Joseph  T.  Loughlin  to  director  < 

news  for  WCBS-TV,  New  York. 

Leo    Collins,    formerly    promotio 

manager  and  director  ol  press  ii 

SPONSOR    19    \i  ci  SI    196 


lation    and    public    affairs    foi 
\\  XYZ,  Detroit,  to  directoi  "I  ad- 
vertising and  promotion  .it  W  M 
I  \    New  York 
Mar>    (  ttMir   in  dire<  toi    ol   i  om 

niumt\    all. ins  .it    W   \B(      I  \      New 
York. 

\\  illiam  (..  V \ ans  to  station  man- 
lager  ol  V\  //\l  l\  .  Grand  Rapids, 
(Muli. 

ICIiarles  Park,  Jr.  to  managing  di 
Hector  ol  VVRRB,  Mount  Clemens. 
Marvin  \lir\is  to  sales  manager  ol 
\\  KBB,  Baltimore. 
Tom   Vrnone,  public  relations  di 
jtoi  loi  t lit-  past  live  years,  to  assis 
{taut    limit"!    ol    programing    for 
|KHJ-TY.  Ids  Angeles. 

gorge  Sustek  to  account  executive 

ml  James  s.  i  affertj   to  regional 

sales  manager  for  w  NBE-TV,  New 

■m.  N.C.,  scheduled  to  go  on  the 

I  September. 
ii  i  J     Miller    to    news    director    at 

|TAO,  Brookline,  Mass 

>l)    Wilson    to    the    sales    stall     at 

pi  O-TV,  Mason  City,  Iowa. 

inn    B.    Duffy    to    national    sales 

■iv  no  coordinator  of  WTTG-TV, 

'ashington. 

ic-il  II.  Payne  to  vice  president, 

ksiness,  in  charge  of  the  business 

ivision  ol  King  Broadcasting. 

her    Naylor    to    assistant    to    the 
•neial   manager,   Dick   Stephen  to 

general  sales  manager,  Jesse  Pevear 

local   sales   manager,   and    Frank 
;.  Potts  to  the  sales  stall  ol' W  BRC- 

Birmingham. 
lohn  I..  Sunderland  to  rv  account 
■Bcutive  and  Joel  Flemming  to  ra- 
io  account  executive,  \\  SYR  i  \ 

id  radio.  S\  recuse. 

■mis  Sense,  the  BB<  Ts  representa- 

nitfflfflDiiinniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiimitniig 
TvQ    Quiz    Answers 

(A)  I.  Fight  of  the  Week  .         27 

2.  Perry  Como  25 

3.  Lucy  Show  22 

4.  Meet  the  Press  19 

5.  Donna  Reed  16 

(B)  1.  Monday  Night  Movies      39 

2.  Hazel  36 

3.  Defenders  32 

4.  Gallant  Men  30 

5.  Ben  Casey  26 


■ 


rjve  in  the  l  s  sim e  last  |uK  ap- 
pointed general  manage] .  Iele>  i 
siun  Enterprises,  sui  i  e<  ding  Ronald 
\\  aliiinaii  w  ho  has  been  named 
managing  dire<  toi  "I  the  Bi  Irish 
Commonwealth  International  News 
lil in  \j.<  in  \ 

SYNDICATION 

s  vi  is:   i  nited    trrJsta    television 

sold  its  si\  one  I i  \\  olper  dra- 
matic specials  in  16  markets  to  date 
.  .  .  Official  Films  Battle  I  bit   si  ild 

to  ">l  stations  in  tin  liist  six  weeks 
(it  Its  release  Series  dials  with 
World  War  II  and  uses  actual  films 
.  .  .  3 1  stations  ha\ e  signed  up  foi 
Seven  irts'  /  \  (  ont  <  rt  Specials 
featuring  the  Boston  Symphonj  Oi 
i  lustra.  s\  also  reports  three  new 
salis  ini  En  France,  lure  again 
bringing  to  34  the  markets  for  the 
instruction-entertainment  programs 
.  .  .  WCPO,  (  ini 'iim.it i.  purchased 
a  series  ul  130  Car  ( 'are  program- 

ettes  from  Intercontinental  Broad- 
Casl   Media.    The  one -minute  shows 

will  be  sponsored  b)  Gilbert  Ave- 
nue Chrysler-Plymouth,  local  auto 

dealer  .  .  .  C.ud/ihotit  Gaddis — The 


I  h/ui  ■  /  i./i.  rman  novi   sold  ha   1 5 

III. II  kits 

nisi  RIB!  I  io\  di  \i     i 

(  hades  II  Stern    igned  with  M<   \ 

l  \   foi  f( in  ign  disti ibution  i il   Wn 
tU  "I  the  <><i  i  Ins  s< 

t\   s|)ei  i.ih  w  ith  PerCJ    I  aith  and  tin- 
New    (  lnist\    Minstrels    Lou    B 
tea   and  Stan  K<  aton   MCA-T\ 
alread)   sold  the  entire  pa<  I 
three  show  s  m  Australia  to  thi    \  I  \ 
t\  network 

M.w     PROPER!  II  Si     S  -  I 

Si  liw .ut/  has  <  reated  a  new  t\  1 1 ma 
edj   sii  ies    ( •  <//;  \an  s  Island   to  be 
produced  b)  Gladasya  Productions 
and     United      \rtists     Television 

Si  hw  ait/    has   w  ntteli   and   w  ill    ] 

dm  e  tin  pilot  in  preparation  foi  the 

196 1  65  si-.im m  and  aiming  i 'l  tin- 
sel us  is  scheduled  to  tiki  plai  e  in 
I  loll)  wood. 

PROGRAM  \oil  S:  Ulied  fcrtisti 
Television  introdut  ing  a  new  seri  i 
i  ailed  The  Presid*  ntt,  mi  five  min- 
ute teatillettes  on  exciting  i  \  tuts 
in  the  li\es  o|   tin-  young  nun  w  DO 

were  destined  to  become  the  pn 


PROGR/SAM    FOR   THE 


AVE   RADIO  AND   TV 


ERY   BEST 


Up 


i  m 


BOTH  ,\JBC 


BOTH  REPRESENTED  BY  THE  KATZ  AGENCY 


'ONSOR    19    \i  .a  si    1963 


63 


SPONSOR  WEEK  I    Stations  and  Syndication 


dents  of  the  United  States  .  .  .  Bud 
Yorkin  and  Norman  Lear  signed  a 
joint  venture  pact  with  United  Art- 
ists Television  for  their  Tandem 
Enterprises  to  develop  and  produce 
a  new  half-hour  coined)  series 
railed  The  Bachelors  for  the  1964- 
65  season. 

FINANCIAL  REPORTS:  Desilu 
Productions'  1962-63  fiscal  year, 
which  ended  27  April,  resulted  in 
gross  income  of  $21,869,581,  as 
compared  with  SI 4.223,850  for  the 
preceding  fiscal  year.  Profits  before 
taxes  and  special  non-recurring 
items  amounted  to  $1,278,797  for 
the  1962-63  fiscal  year,  as  against 
S272.478  the  preceding  year  .  .  . 
Earnings  of  Technicolor,  Inc.  and 
its  diversified  subsidiaries  for  the 
first  six  months  of  1963  ended  29 
June  rebounded  powerfully  to  $1,- 
703,19  or  64  cents  per  share,  com- 
pared with  $828,607  or  31  cents  per 
share  for  the  1962  period.  Consoli- 
dated sales  for  the  first  half  of  1963 
amounted  to  $38,288,423  as  com- 
pared with  $27,609,554  for  the  same 
period  of  1962.  a  38$  increase  in 
sales.  The  Marshall  Burns  division 
was  the  major  contributor  to  the 
1.05%  increase  in  earnings  enjoyed 
by  the  company  .  .  .  Net  income  for 
the  first  half-year  ended  30  June  of 
Trans-Lux  Corp.  amounted  to  $343,- 
092  or  48  cents  per  share,  compared 
with  $358,795  or  50  cents  a  share 
for  the  corresponding  period  last 
year. 

IIICII  PRICED    PROMO:    YVOR- 

TV,  New  York,  plans  to  spend  $1 
million  encompassing  virtually  all 
media,  to  launch  the  90-minute, 
across-the-board  Funny  Company 
program.  Sold  by  The  Funny  Co,  in 
Hollywood  to  77  stations  on  an  ex- 
clusive-market basis,  the  program 
combines  live  action  sequences  with 
continuing  cartoon  characters. 
WOR-TV  has  slotted  it  for  the  fall. 

NEW  QUARTERS:  Walter  Reade- 
Sterling  is  bringing  together  lor  the 

first  time  under  one  root  the  thea- 
trical film  production  and  distribu- 
tion, the  tv  production  and  distri- 
bution, the  L6mm  and  educational 
sales   divisions,    the   Screen    News 


Newsmakers  in 
tv/radio  advertising 


Frank  Maguire 

Maguire  has  been  named  to  head  ABC  Radio's 
newly-created  special  program  features  ser- 
vice, and  will  be  responsible  for  the  creation 
of  programs  for  ABC  Radio's  affiliated  stations 
for  sale  on  the  local  level.  Currently  co- 
producer  of  the  network's  Flair  Reports,  he 
was  advertising  administrative  assistant  to 
the  president  of  AB-PT's  Paramount  Gulf 
Corp.  before  joining  ABC  Radio  programing. 


Robert  A.  Grant 


Promotion  of  Grant  to  senior  v.p.  and  co- 
ordinator of  international  operations,  a  new 
post,  was  announced  by  Lennen  &  Newell. 
Grant,  who  has  been  a  v.p.  since  1960,  will 
be  responsible  for  overseas  branch  operations 
and  accounts  and  for  expansion  into  new 
foreign  markets.  Prior  to  joining  Lennen  & 
Newell,  Grant  was  general  manager  and  ac- 
count supervisor  for  Robert  Otto  &  Company. 


Stimson  Bullitt 


Formerly  chairman  of  the  board,  Bullitt  suc- 
ceeds Louis  Wasmer  as  president  of  KREM 
Broadcasting.  Mrs.  A.  Scott  Bullitt  assumes 
the  board  chairmanship.  Majority  stockholder 
in  KREM  is  King  Broadcasting,  of  which 
Bullitt  is  president  and  Mrs.  A.  Scott  Bullitt 
is  board  chairman.  King  comprises  Crown 
stations  KING-TV-AM,  Seattle:  KGW-TV-AM, 
Portland;  and  KREM-TV-AM-FM,  Spokane. 


Joseph  F.  Sullivan 

Theo.  Hamm  Brewing  has  announced  the  ap- 
pointment of  Sullivan  as  assistant  director  of 
advertising.  Sullivan  has  been  advertising 
supervisor  of  Hamm's  St.  Paul  division  since 
I960,  and  had  previously  been  point  of  sale 
manager.  Before  joining  Hamm's  in  1958,  he 
had  been  an  advertising  assistant  for  General 
Mills.  Hamm's  director  of  advertising  Leonard 
Johnson  made  the  announcement. 


George  Whitney 

Whitney's  appointment  as  a  national  sales 
tv  executive  in  the  New  York  office  of  RKO 
General  Broadcasting  has  been  announced. 
He  has  held  a  similar  post  in  the  company's 
San  Francisco  office  since  1962.  Prior  to  that, 
Whitney  was  a  salesman  for  RKO  General 
station  KHJ-TV,  L.  A.  and  has  sold  for  west 
coast  outlets  KLAV,  LA;  KFMB,  KFMB-TV, 
San  Diego;  and  KERO-TV,  Bakersfield. 


64 


SPONSOR    I'l    \i  (.i  si    196 


A  truck-topping  housewarming  tor  WKMI 

I  In  \\  k\l  I    Si  n  i  n  Swingin'  Gentl<  nun    i  elebrate  in  theii  own  waj  thi  op  n 
bag  ill  modem  new  offices  -m<l  vim  Ik  is  .it   1  160  Melodj   Lane,  Kolamazi 
the  station.  Some  1,324  pounds  of  live  d.  i   weight  croon  atop  t  Volkswagen 
Station,  b)  ili<-  way,  carries  a  heavj  broadcast  schedule  lur  Volkswagen 


IDigesI  Division  and  the  New  York 
Rice  ni  tin'  theatrical  exhibition  de- 
partment Move,  effective  15  ^ug- 
•ust.  was  iii  :!  11  East  3  tih  Streel  and 
(presents  consolidation  <>l  three 
separate  offi(  es 

■OVINGi  Jack  Ulen  to  national 
sales  rep  l"i  Uexander  Film  Com- 
>an\ ,  operating  oul  oi  Indianapolis. 
)n  Hetlell  to  general  sales  and 
jroduction  posl  .it  Tele-Tape  Pro- 
hictions. 
prdinand  L  Manning  to  Videotape 

■liter. 

Julian  Bercovici  to  vice  president 
id  director  oi   program  develop- 

•nt  for  Larr)  Thomas  Produc- 
tions. I  le  w  .is  director  ol  da)  time 

programs  For  \1K '. 

REPRESENTATIVES 

ELPING  BANDS:  Ewing/Radio, 

us     Angeles,    a    country-western 
uisie  radio  rep.  is  expanding  sales 
n  i-  into  s.in  Franscisco  and  en- 
ons  via  reciprocal   arrangement 
it  1 1  Roland  T.   Ka>.   1n.u1.r4e1    >>\ 
office  ol   Roger  ( Y(  !onner,  ln> 
Swing    will    in    turn    service    the 
'(minor    list    in    the    I. us     tageles 
ML 

IPOINTMENTS:   Wl  IV.   Bowl- 
■  Green,  Kan.,  and  w  U.K.  Fall 


River,  Mass..  to  Vic  Piano  \ssoci- 
ates        .  KATN,  Boise,  to  Ewing/ 

Radio,  (  ountiA  -western  iiiiisie  radio 

rep  .  .  \\  BAB,  Babylon,  \.V  .  to 
Prestige  Representation  Organiza- 
tion. 

\l  W  oi  IRTERS:  Midwest  divi- 
sion office  "i  Vie  Piano  Associates 
now  at  35  East  Wacker  Drive,  Chi- 
cago I.  Phone  is  236-3220. 

MOVING:  Jack  I).  Pohle  to  man- 
ager oi  the  Peters,  Griffin,  Wood- 
ward office  in  1  os  Vngeles,  replac- 
ing Hubert  G.  Hinds  who  resigned. 
Donald  Kirkland  and  Kevin  Cox  to 

account     executives     with     Metro 
Radio  Sales.  ( Ihicago. 
Robert  I".  Neece  to  account  execu- 
tive with  Ohio  Stations  Represen- 
tatives. 
Stephen  H.  Rintoul,  vice  president 

and   \ew    York  radio  sales  inan.i'j.    1 

ol  Venard,  Torbet  fit  Met  !onn<  II 
transfers  to  the  ( Ihicago  office  in 
the  same  capacity  on  1  September. 
Howard  B.  Meyers,  vice  president 
in  charge  ol  the  midwest  division, 
continues  with  same  responsibili- 
ties but  w  itli  greater  1  oncentratt  in 
on  t\  sales  development  and 
agency-client  contact  Brock  Peter- 
sen moves  up  to  radio  s.iles  man- 
ager ol   the   New    York  office  and 

Dan     Hufin    joins     the    Chicago    t\ 

sales  department 


W 


UNDUPLICATED 

^^   '  ^^     ^B<    1  • 
IV  nniiirfui 

I  - 
111  • 
rich 

CENTRAL    FLORIDA 

SPACE    AGE 
MARKET. 


\'/.s/0/( 

POWERFUL 


ORLANDO    -    FLORIDA 
Phone:    Adam  Young,  Inc. 


\lll-ii      !'•!     lllr 

I  ncommon  M.nki-i 


\\  MT-FM,  on  thi    iir  »ii 

:  ir\.  1-  sold  "Hi  through 

il.T. 


\\  \l  I   I  M 

1 

Iff  ill.: 

a  \n  n    k  a  \ii   | 
WEBi    Dulutk 

■\  \<\   lllr 


PONSOR    HI    w  (.1  si     I'M,.; 


the  more 

important 

judgment  becomes 

in  timebuying 

decisions, 

the  more  important 

SPONSOR  becomes... 

these  are 


aruiuuK  Becomes...        gm 

days  of 

...because  SPONSOR  provides 

the  basis  of  good  judgment... 

because  SPONSOR  is  where  the    ] 

buyers  are  in  broadcast 

advertising 


he  reappraisal  has  been  agonizing.  Formulas  are  thoroughly  shaken.  Buying  is  now  seen  as  the  complicated 
process  it  has  always  been.  It  involves  intensive  probing  under,  around, and  beyond  the  numbers,  for  the  d  if - 
erences  between  stations— some  subtle,  some  not  so  subtle.  These  are  indeed  days  of  judgment,  for  which  the 
broadcast  trade  press  |v  |  (and  your  advertising  in  it)  is  the  fastest,  surest,  most  economical 


means  of  protection.  Never  ^Q  ^^  has  the  trade  press  been  more  vital  to  buyer  or  seller. 
Jut  which  trade  magazine?  Today  more  than  ever  the  answer  is  SPONSOR,  because  SPONSOR  concentrates 
in  one  mission  alone:  to  feed  buyers  of  broadcast  advertising  with  information  and  illumination.  SPONSOR 
■potlights  what's  being  bought  and  what  isn't . . .  what's  working  and  what  isn't.  SPONSOR  points  up  changes, 
rends,  techniques,and  direction.  In  the  process,  SPONSOR  has  become  more  vital  than  ever  in  buying  decision, 
m't  take  our  word  for  it.  Ask  to  hear  the  frank,  unbiased  tape  recordings  on  trade  paper  values  as  given  by 
kesmen  from  20  key  broadcast  buying  agencies.  These  are  days  of  judgment  in  trade  paper  buying,  too. 
he  times  call  for  probing  behind  the  kinds  and  sizes  of  numerical  claims,  to  determine  how  many  are  relevant 
nd  how  many  are  not.  When  you  do,  you'll  find  that  SPONSOR  gives  you  the  inside  track  on  the  judgments 


PONSOR 


of  the  "few  who  do  the  choosing". 

HAPPY  MEDIUM  BETWEEN  BUYER  AND  SELLER 


. 


WHAT  ARE 
YOUR 

PHOTO 

REQUIREMENTS? 


RATES  are  rates  the 
world  over,  and  ours 
are  competitive 
($22.50  for  3  nega- 
tives) 

BUT  QUALITY 

is  something  else 
again  ....  ours  is 
superlative. 

And  SERVICE 

is  still  another  mat- 
ter... .  ours  is  un- 
beatable! 


BAKALAR  COSMO 
PHOTOGRAPHERS 

111  W.  56th  St.,  NYC.  19 
212  CI  63476 


CARLING  BEER 

(Continued  from   page  35) 

on  tin-  field  —  to  secure  the  fringe 
minutes  and  prime  20s  it  had  oriui- 
nally  slated  as  most  desirable. 

Dimensions  of  the  buy  were  31 
weeks,  from  January,  in  most  major 
markets. 

Burnett  will  undoubtedly  try  the 
same  play  this  season,  though 
Schlitz'  competition  is  less  likely  to 
be  caught  napping. 

"Schlitz  man"  real 

There's  interest  also  in  the  rela- 
tive success  of  another  Burnett  ino- 
vation;  strong  emphasis  on  male 
identification  in  the  Schlitz  radio 
and  tv  copy.  There  now  is  a  de- 
finable  "Schlitz  man,"  whose  parent- 
age probably  stems  from  the  Marl- 
boro male  who  also  was  sired  in  the 
Michigan  Ave.  shop. 

As  with  Budweiser,  the  Schlitz 
copy  is  short  and  terse.  Visuals  tend 
to  he  heavy.  The  slogan  "real  gusto 
in  a  great  light  beer,"  unveiled  last 
season,  appears  to  have  fulfilled  the 
hopes  of  the  copy  department,  and 
it's  generally  thought  unlikely  that 
either  the  client  or  Burnett  will  seek 
to  change  this  platform. 

Michelob    going   prestige 

Change  of  another  kind,  how- 
ever, comes  from  Anheuser-Busch 
(D'Arcy),  which  is  sticking  its  toe  in 
vat  with  a  premium  beer.  Michelob 
brand  has  had  a  drastic  revision; 
formerly  an  all-draught  brew. 
Michelob  now  is  being  marketed 
as  a  prestige  drink. 

As  did  Miller's  before  them,  A-H 
has  emphasized  the  "different"  na- 
ture of  its  premium  brew  via  dis- 
tinctive packaging.  The  Michelob 
bottle  is  a  startling]}-  handsome. 
Grecian-urn  type  container  which 
(sans  label)  could  well  serve  as  a 
hud  vase  or  a  candle  holder. 

Alter  limited  mid-Western  testing 
last  season,  Michelob  has  moved 
east  for  1963-64,  and  Anheuser  is 
making  every  effort  to  place  its  new 
brew  in  supermarkets  as  a  direct 
competitor  with  imported.  luxury 
beers. 

Part  ol  the  approach  to  markets 
and  food  brokers  is.  of  course,  with 
emphasis  on  Michelob's  promotion 
budget.  Badio  and  tv  are  expected 
to  take  the  lions  share  of  that 
budget  in  the  new   season. 

Of  the  imported  beers  which 
Michelob  must  battle,  none  is  better 
known   than   Carlsberg.    In   the   last 


tew  years  the  Danish  brew  has 
achieved  strong  recognition,  and 
much  of  this  is  due  to  clever  broad- 
cast promotion  from  the  Wexton 
agency. 

A  good  dc»al  of  the  Carlsberg 
image  has  been  achieved  througl 
fm  radio,  as  a  medium  most  likely 
to  reach  upper-bracket  consumers. 
Ad  copy,  created  primarily  by  Ed- 
ward Handman.  is  gently  amusing. 

Carlsberg  isn't  above  poking 
slight  fun  at  itself,  and  those  con- 
sumers who  may  try  to  create  a 
sophisticated,  urbane  reputation  for 
themselves  by  indulging  in  a  luxury 
product. 

Carefully  selective  radio  buying 
plus  distinctive  radio  copy,  has  ac- 
complished much  for  little:  Carls- 
berg's  radio  budget  is  relative! 
small  at  around  $50,000. 

This  sum  is  a  far  cry  from  that 
invested  by,  say,  Budweiser.  At  the 
peak  of  its  season,  which  is  May 
through  July,  Bud's  "Pick  a  Pair" 
promotion  will  probably  air  on 
about  600  radio  stations  and  300  tv 
outlets,  in  addition  to  the  syndi- 
cated half-hour  series,  The  Third 
Man,  which  runs  in  around  80  mar- 
kets. 

But,  at  their  extremes,  the  experi 
ence  of  Carlsberg  and  Budweiser 
points  up  the-  fact  that  the  broad 
cast  medium  —  and  especially 
radio  —  can  be  tailored  to  fit  almost 
any  marketing  need  and  adverts 
ing  budget. 

Skoal!  * 


4A's  ON  RADIO  RESEARCH 

(Continued  from    page   33) 

of  the  NAB-Goldberg  program  is  to 
meet  more  realistically  the  needs  of 
agencies  and  advertisers  for  better 
radio  audience  information. 

Although  the  report  (compiled 
by  4A's  Committee  on  Besearch 
headed  by  chairman  Donald  L. 
Kanter  of  Tatham-Laird  and  the 
Committee  on  Broadcast  Media  of 
which  Ruth  Jones.  J.  Walter 
Thompson,  is  chairman)  is  more 
critical  than  laudatory,  it  concludes 
with  the  assurance  that  it  is  nOtj 
meant  as  "a  blanket,  negative  ap- 
praisal of  the  condition  of  radio  re-' 
search,  but  as  constructive  evalua- 
tion— and  points  to  the  awareness 
of  main  industry  people  ol  the 
problems  involved  as  an  important 
sign  of  promised  improvement. 


:ec 


68 


SPONSOR    19    \i  (,i  si    1% 


VIEWPOINT 


A  column  of  comment 

on  broadcasting/advertising, 

by  industry  observers 


HARD  LIQUOR  COMMERCIALS:   HOW  SOON? 


By  TOM   ELLINGTON 

unl   w/;>.  n  o.>r 

Ellington  6  Company,  Veu    York  (  ity 

\\  bethei  the)  should  or  should 
not  accept  hard  liquor  advertising 
las  been  one  ol  the  longest  standing 
and  most  vexing  problems  ot  the 
broadcast  media.  To  date,  rathei 
tli. in  nsk  what  the)  believe  might 
be  a  stui  in  ol  controversy,  radio  .mil 
telcv  ision  have  assented  to  the  abso 
lute  prohibition  ol  an  entire  Indus 
tr\  From  one  important  segment  ol 
Be  communications  field. 

However,     these    media    are    in- 

Ireasingl)  concerned  that  the)  ma) 

be  laeed  with  substantial  revenue 
nits,  and  Furthermore,  there  is  a 
preatl)   Increased  sophistication  on 

the  part  ol  the  average  American 
This  sophistication,  clearl)  evident 

in  the  eli.in.iinu  buying,  listening, 
and  reading  habits  ol  die  average 
■BTSOn,  is  also  apparent  in  their  re- 
action to  drinking.  While  die  total 
consumption  ol  liquor  lias  Increased 
only  in  proportion  to  population  bi- 
ases, most  experts  agree  that 
more  people  are  drinking  toda) .  but 
the\  are  drinkim:  less  This  trend 
toward  more  general,  moderate. 
and  social  use  ol  alcoholic  bever- 
ailes  h,is  helped  tip  the  public  opin- 

ioii  scales  toward  a  more  enlight- 
ened and  receptive  attitude. 

Curiousl)  enough,  there  is  almost 

io  legal  or  logical  justification  For 

jeering  hard  liquor  advertising  in 

roadcast    media.    Legally,    there   is 

federal  law — and  \  er\    few    state 

ws — prohibiting  such  advertising. 

is    is    quite    remarkable    because 

■  liquor  industr)  is  the  most  reg- 

ated  business  in  OUT  countrv  . 

Logically,  there  is  no  reason  why 
■Dadcast  media  should  discriinin- 
ite  against  the  use  of  such  adver- 
Wng.  Hard  liquor  advertising  is 
juite  acceptable  and  w  ideb  used  m 
lewsp.ip.rs  ,md  magazines,  which 
ire  w  ideb  read  b\  persons  ol  all 
igcs 

Historically,  most   of   the  pressuie 

<»  omit  liquor  advertising  has  stem- 
ikhI  from  extra-legal  pressures  from 
governmental  agencies  and  legisla- 


tors    Such    piesslile    in. is     b      III    the 

Form  "t   i  thieat  ol  legislal I  i n 

example  In  1961  w  hen  old  Hi<  koi  v 

Inst      used      radio,     two      influential 

members  ol  the  Senate  (  omirn 

(  oniinittee     piomptb      notified     the 

National  Kssch  iation  "l  Broadcast 
(i s  ol  then  intentii m  to  reci immend 

suitable  legislature  unless  this  a<  ti\ 

it\    w  .is  curtailed.  \ow   we  .ill  know 

the  \  \H  alread)  prohibits  liqui « 
advertising  in  then  c  ode.  but  realis 
ticall) .  the  reason  is  legislate  e  pres 

sure  and  not  moral  \  alius.  The  I  )is 
tilled    Spirits    Institute    "code"    i  u 

i  icd  the  same  pn>\  ision  For  the  same 
reason.  Another  example  ol  extra 
legal  pressure  is  the  pov  ei  exerted 
by  the  F( !( !.  Few  in  the  industr) 
ha\e  trouble  recalling  the  climate 
in  1961,  Its  ellect  on  a  controversial 
matter  like  liquor  advertising  was 

considerable.     Man)      stations     that 

might  otherwise  have  welcomed  a 

schedule  were  scared,  plain  and 
simple.  However.  toda\  there  is  a 
lessened    possibilit\    ot    such    SO 

extra-legal  pressures. 

I    think    I  \l    stations   w  ill    be    the 
hist  to  Formally  endorse  hard  liquor 

advertising,  and  that  the)  alread) 
appreciate  the  validity  of  their  case. 
Most  ol  the  radio  industrv  w  ill  Fol- 
low  with  a  structure  of  sensible  pro- 
cedures and  practices.  Television 
will  take  longer.  Hut  with  the  gov- 
ernment olficialb  encouraging  the 
proliferation  of  I  III-'  channels,  the 
need  lor  a  broader  sponsor  base  will 
become    more   acute,    and    selective 

timebuying  more  possible  Exact!) 
how  soon?  \lv  guess  would  be  that 

this  sequence  will  be  well  estab- 
lished w  ithin  the  next  live  years 

II   there  is  no  legal  or  logical  lea 
son  tor  the  ban  on  liquor  advertis- 
ing vvhv    does   it   exist?  Two  object 
ives  have  been  advanced    Oik     that 
a  liquor  Commercial  is  beamed  into 
the  homes  of   man)    people  who  find 

the   content    objectionable    b)    the 

verv  nature  of  the  product  Second, 
that  there  is  undue  influence  bv  the 
broadcast  media  on  youth.  In  an- 
swer to  the  first  objection,  the  liquor 
industr)  has  never  attempted  to  cul- 
tivate   the    youth    market,    and    its 


record  in  th  'is  impc<  <  able 

It    has    i  !    (Ill-  (  ti 

expand    the   size   o!    its   m.u  | 

timebu)  ing  loi  old  1 1    •  ,  •  in 

keeping  with  tins  philosoph)  W< 
used  evening  time  onl)  on  FM  and 

si  >  i  ailed  g I  music  statii 

audieni  e  "I   those  stations    es]  • 
all)   in  the  evening  bonis    was  al- 
most entirel)    adult    varyin 
965  to99S  ova  the  age  ol  is    1 1 
is  no  medium  and  lew  publications 
now  carrying  liquor  advertising  that 
.  an  match  tins  selei  ti\  itv    I  tail  to 
understand  vvhv    it's  behoved  that 
liqui 'i   't^^  i  i tisers  vv ould  us.    rod 
and  roll    stations    an)     more    than 
they'd  use  a   magazine   hk<    Boys 
I  iii    The  i  ommon  denominator  is 
judgment. 

\s  Fai  as  objections  bv  -drink- 
ers to  the  coininen  i.ils  are  i  on- 
i  eined.  we  encountered  almost  no 
negative  public  reai  tii  m  vv  hab 
in  the  six  months  of  broad<  asting. 
\\  hen  the  scheduling  is  handled 
with  judgment  and  the  < ornmeri  ials 

vv  ith  taste,  lew  people  iii  these  audi- 
ences are  so  authoritarian  to  ban  ad- 
vertising ol  a  commodit)  <  njo)  ed 
bv   ball  oin  adult  citizens.  ^ 


TOM  ftUNGTON 


The  second  generation  at  the 
Ellington  agi  ru  >/.  linn  Elling- 
ton   v/><  ni    most    i'l    /us    .  arlii 
i    iii   tin-  radio  and  tele- 
flu  business  ll< 

i  urii  ntlij  m//i<  m  is,  s  tin  Piih 
Ih  ki  r  Distill, 

tacti>r  in  their  decision  to  ust 
radio  for  advertising  eld  I  In  k- 
on/  Bourbon  in  I'i'd 


IPONSOR    p.)    u,.i  si     I'l,,;; 


'SPONSOR 


President  and  Publisher 
Norman  R.  Glenn 

itive  Vice  President 
Bernard  Piatt 

Secretary-Treasurer 
Elaine  Couper  Glenn 


EDITORIAL 

EditOl 

Robert  M.  Grebe 

Executive  Editor 
Charles  Sinclair 

Art  Director 
Maury  Kurtz 

Senior  Editors 

Jo  Ranson 

H.  William  Falk 

Special  Projects  Editor 
David  G.  Wisely 

Associate  Editors 
Jane  Pollak 
Barbara  Love 
Audrey  Heaney 
Niki  Kalish 

Copy  Editor 
Tom  Fitzsimmons 

Assistant  Editor 
Susan  Shapiro 

Washington  News  Bureau 
Mildred  Hall 


ADVERTISING  

Southern  Sales  Manager 
Herbert  M.  Martin  Jr. 

Midwest  Manager 
Paul  Blair 

Western  Manager 
John  E.  Pearson 

Production  Manager 
Mary  Lou  Ponsell 

Sales  Secretary 

Mrs.  Lydia  D.  Cockerille 


CIRCULATION 

Manager 
Jack  Rayman 

John  J.  Kelly 
Mrs.  Lydia  Martinez 
Anna  Arencibia 
Mrs.  Lillian  Berkof 


ADMINISTRATIVE 

Assistant  to  the  Publisher 
Charles  L.  Nash 

Accounting 
Mrs.  Syd  Guttman 
Mrs.  Rose  Alexander 

General  Services 
George  Becker 
Madeline  Camarda 
Michael  Crocco 
Dorothy  Van  Leuven 
H.  Ame  Babcock 


Staff 


'SPOT-SCOPE 


Significant  news, 
trends,  buying 
'in  national  spot 


WESTERN  PAINT  RIDES  R-TV  RANGE  AGAIN 

The  Walter  N.  Boysex  Co.  ( Oakland,  Calif. )  broadcast  media  promotion 
pushing  its  34th  annual  one-cent  sale  in  Western  states  and  Hawaii  is  now 
under  way.  The  paint  company's  drive  includes  10  tv  stations  in  five  areas 
(Seattle,  Portland,  San  Francisco,  Sacramento,  Fresno)  plus  18  radio  stations 
in  eight  markets  (San  Francisco,  Los  Angeles,  San  Diego,  Sacramento, 
Phoenix,  Seattle,  Portland,  and  Honolulu).  Saturation  spot  skeds  are  being 
used  on  all  stations  involved.  Only  major  departure  from  previous  Boysen 
campaigns  is  absence  of  tv  in  the  Los  Angeles  market. 

Tv  Buying  Activity 

•  Mette  Munk,  new  frozen  Danish  pastry,  buying  nine  markets  including  Balti- 
more; Washington,  D.  C;  New  York;  and  Xew  England  for  a  six-week 
schedule  of  minutes  and  20s  (fringe  and  day  minutes,  prime  chain  breaks). 
Drive  will  begin  30  September.  Buyer  at  McCann-Erickson  (New  York)  is 
Bob  Storch. 

•  Prestone  Anti-Freeze  going  into  selected  markets  with  prime  and  fringe  min- 
utes. Start  dates  differ  as  the  campaign  follows  the  weather.  Buyer  is  George 
Klushsmerer  at  William  Esty  (New  York). 

•  Colorforms  buying  day  minutes  in  a  campaign  aimed  at  pre-school  children 
and  their  mothers.  Drive  begins  15  September  for  a  six-week  run.  Buyer  is 
Bernice  Guttmann  at  Daniel  &  Charles  (New  York). 

•  Chunky  Chocolates  buying  fringe  minutes  aimed  mainly  at  children  for  a 
nine- week  flight  starting  30  September.  Buyer  is  Martha  Thoman  at  Dancer- 
Fitzgerald-Sample  (New  York). 

•  Cracker  Jack  buying  a  13-week  schedule  of  day  minutes  to  reach  the  kids. 
Nate  Bind  at  Doyle  Dane  Bernbach  ( New  York )  is  the  buyer. 

•  Bayer  Aspirin  preparing  a  schedule  of  fringe  minutes  and  prime  chainbreaks 
to  start  2  September  running  to  29  December.  Buyer  at  Dancer-Fitzgerald- 
Sample  (New  York)  is  Marty  Chapman. 

•  General  Foods  Instant  Maxwell  House  Coffee  campaign  due  to  start  9  September 
to  run  through  31  December.  Buyer  John  O'Leary  interested  in  minutes 
between  6  P.M.  and  12  midnight.  Agency  is  Benton  &:  Bowles  (New  York). 

•  Standard  Brands  Bluebonnet  Margarine  campaign  will  begin  2  September  for 
13  weeks.  Buyer  Everett  Keller  purchasing  fringe  minutes  and  prime  chain- 
breaks.  Agency  is  Ted  Bates  (New  York). 

•  Bosco  milk  additive  campaign  starts  1  September  for  26  weeks.  Buyer 
Frank  Gianattasio  at  Guild,  Bascom  &  Bonfigli  (New  York)  interested  in  day 
minutes  to  reach  women  and  children. 

Radio  Buying  Activity 

•  Fisher  Flour's  (Seattle)  Zoom  hot  cereal  buying  five-week  spot  schedules  in 
Nebraska  and  Idaho  via  the  Pacific  National  agency.  Gertrude  Nyman  is  the 
buyer. 

•  Schwinn  Bicycles  plating  13-week  spot  schedules  throughout  northern  Cali- 
fornia. Agencj  is  Pacific  National. 


70 


SPONSOR     19    AUGUST    1963 


Great  Personalities!  Great  TV! 

II 


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CAP'N  JIM'S   PKE  4:30  p.m.  Monday  through  Friday 


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REPRESENTED  NATIONALLY  BY  BLAIR  TV 


The  Flagship  and  The  Sal 


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SPONSOR 

THE  WEEKLY  MAGAZINE  RADIO/TV  ADVERTISERS  USE 


26  AUGUST  1963    40c  a  copy     $8  a  year 
Part  1  of  2  Parts 


WEAVER  PONDERS: 
IF  I  WERE  RUNNING 
A  WEB  AGAIN'  p  25 

Likes  and  dislikes 
of  tv  night  viewing 
get  ARB  study  p  29 


^  symbol  of  quality. . . 


HUBBARD  B 


STING,  INC. 


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" 


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The  817,000*  prosperous  consumers  in  this  20*  *  county 
area  spent  $824,428,000*  in  Retail  Sales  in  1962 
*SM  "Survey  of  Buying  Power" 

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SPONSOR   26    w  ..i  si    l%3 


1.  Los  Angeles  metropolitan 
area  Spanish-speaking  pop- 
ulation: 

900,000  plus 

• 

2.  Average  yearly  income: 
$800,000,000 

• 

3.  For  automotive  products: 
$72,540,000  annually 

• 

4.  For  food  products: 
$434,700,000  annually 

YOU  CAN  HAVE  YOUR  SHARE! 

72  National  Advertisers  on 
Spanish-language  KWKW 
reach  approximately  277,880 
Latin-American  homes  per 
week  at  a  CPM  of  $0.72. 
KWKW's  5000  watts  speak  the 
language  convincingly  to  a 
loyal  audience.  KWKW  has  20 
years'  proof  waiting  for  you! 

KWKW 

5000  WATTS 

Representatives: 

N.Y.- National  Time  Sales 

S.F.-Theo.  B.Hall 

Chicago- National  Time  Sales 

Los  Angeles  -HO  5-6171 


m 


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43 
50 
42 


'SPONSOR 


26  AUGUST   1963 

VOL.  17  No.  34 


Key  Stories 

25     "IF  I  WERE  RUNNING  THE  NETWORK  AGAIN  .  .  ." 

Sylvester  L.  "Pat"   Weaver,   in  tape-recorded   inter- 
view, comments  on  growth  and  future  of  tv 

28  DALLAS  MARKET  FACTS  STIR  N.  Y.  ADMEN 

New  radio  sales  slant  of  KVIL  emphasizes  qualitative 
approach  which  pinpoints  audience 

29  TV  NIGHT  VIEWING  VARIES  REGIONALLY 

Yet,  says  ARB's  Dr.  Thayer,  a  careful  analysis  shows 
amazing  similarity  between  likes  and  dislikes 

33     LOCAL  RETAILERS  SCORE  IN  PRIME  TIME 

Omaha  tv  station  finds  way  to  get  its  smaller  customers 
into  strong  time  period  via  local  live  production 

35     RORABAUGH  MAPS  STRATEGY  FOR  SPOT  TELEVISION 

New  and  expanded  reporting  service  due  on  1  January 
will  analyze  and  itemize  station's  share-oj '-market 


Sponsor-Week 

Top  of  the  News  48       Radio  Networks 

Advertisers  &  Agencies  48       Tv  Networks 

Stations  &  Syndication  54       Representatives 

Washington  Week— broadcast  media  news  from  nation's  capital 

Sponsor-Scope 


19 

Behind-the-news  reports  and  comments  for  executives 

Departments 

17 

Calendar 

7 

Publisher's  Report 

40 

Commercial  Critique 

62 

Sponsor  Masthead 

16 

Data  Digest 

62 

Spot  Scope 

17 

555  Fifth 

38 

Timebuyer's  Corner 

56 

Newsmakers 

61 

Viewpoint 

© 

SPONSOR   B  Combined  with  TV,  U.S.  Rodio,  US.  FM    K.         1963   SPONSOR  Publicotions. 
EXECUTIVE,    EDITORIAL,   CIRCULATION,   ADVERTISING  OFFICES:555   Fifth   Ave  ,   New 
.%       York    100017.    212    MUrray    Hill    7-8080 

Xv\'o     MIDWEST    OFFICE:6l2    N.    Michigan    Ave.,   Chicogo    11,312-MO   4-1166. 

!IH^       SOUTHERN    OFFICE:    Box    3042,    Birmingham    12,   Ala.    205-FA    2-6528. 

«     WESTERN   OFFICE:   601    California    Street,    San   Francisco  8,   415    YU    1-8913. 
PRINTING  OFFICE:    229  West   28th   St.,    New  York    10001,    N.   Y. 

SUBSCRIPTIONS:  U.S.  $8  a  year    Canada  $9  a  year    Other  countries  SI  1   a  year    Single 
copies  40c.  Printed  in  USA.  Published  weekly.  Second  class  postage  paid  at  N.Y.C 


SPONSOR    26    u  (.i  m     1 


i  hirir,  u,n,..n  PMk  (1*41  1127) 


'fo  invigorate  the  talents  of  our  countrymen' 


JD'St  III 

I  hi/iuh '//)/ h '/'</ 

Philadelphia's    Charles    Willson 

l\  .ilc —  politician,  naturalist,  taxi- 
dermist,  dentist,  Father  <>t  11. 
and  author  of  "Building  Wooden 
Bridges"  l?1'?!.  and  "Domestic 
Happiness"    1  ^16),  is  remembered 

Inst    as   .i    pom  ait    painter   ol   the 

young  nation's  greats.  Washing- 
ton, it  is  said,  granted  fourteen 
sittings. 

In  1805,  after  14  trying  years, 
Peak's    efforts    to     form     an     art 

academy  culminated  in  the  found- 
ing of  the  Penns)  K  ania  Academj 

of   Fine   Arts  .  .  .  the  oldest    fine 

arts  institution  in  America  today. 

Encouragement  of  talent  in  the 

aits  is  a  Philadelphia  tradition. 
Another  tradition  .  .  .  WIBG's 
dominance  ol  this  great  cn\  "s 
radio  audience.  Radio  99  .  .  .  for 
ovei  5  years  ...  a  commanding 
First  in  Listenership*  in  the  City 
of  Firsts. 


P       .  Hooper,  A 


FIRST  BUILDING- 

from  the  collection 
of  the  Academy 


td  by  Kc 


WmffffifflHtffffl^wmHrwuwuiwffw^tftiin{n.ti 


CRADLE  OF  AMERICAN  ART 


STORER 


NEW  YORK 

II  H  \ 


LOS  ANGELES 


MILWAUKEE 

II' IT  l -TV 


CLEVELAND 


CLEVELAND 

i    Tl 


MIAMI 


ATLANTA 

i-TV 


TOLEDO 


TOLEDO 


DETROIT 


DETROIT 


WIBG 


PHILADELPHIA 


SPONSOR   26    w  (.i  m    : 


"PORTRAIT 
OF  A  MAN" 

by  Diego  I  elasquez  is  n 
famous  character  stud)  of 
<i  Spanish  nobleman  in  the 

■  o)  Philip  II  .  Votable 
features  are  its  fluid  tech- 

md  soft  pictorial  style. 


Courtesy  of  The  Detroit  Institute  of  Arts 


in  a  class  by  itself 


Masterpiece  —  exceptional  skill,  jar-reaching  values.  This  is  the  quality 
of  WWJ  radio-television  service— in  entertainment,  news,  sports,  information, 
and  public  all  airs  programming.  The  results  arc  impressive— in  audience  loyalty 
and  community  stature,  and  in    "itttitt  \  \TT1T  1      TFIYT 

sales  impact  for  the  advertiser     VV    VY  <,J;iM(l    \\     W'J  Y 

on  WWJ  Radio  and  Television.  THE  NEWS  STATIONS 


C  wned  and  Operated  by  The  Detroit  News  •  Affiliated  with  NBC  •  National  Representatives:  Peters,  Griffin,  Woodward,  Inc. 
8  SPONSOR  26   vi  c.i  m    1963 


.» 


PUBLISHER'S 
REPORT 


One  man's  view  of 
significant  happenings  in 
broadcast  advertising 


Promotion  managers  aren't  what  they  used  to  be 

For  rHOSi   w In >  believe  in  ili«'  lav*  "I  averages,  the  \va\  i"  I me  a 
station  managei  is  In  -i  t"  be  elected  president  <>l  the  Broadcasters 
Promotion  Association. 

\\  ith  the  mch-  that  BPA  President  Dan  E.  Bellus  ol  rranscontinenl 
i-  taking  <>\n  .1-  general  managei  ol  \\  lH)k.  Cleveland,  the  currenf 

- 1-  three  oul  ol  three.  \  yeai  ago  his  predecessoi  Dun  Curran  oi 

\l!i  Radio  was  made  head  ol  K<  .<  >.  San  Francisco  and  is  nov*  1  vice 
president.  \  year  before  that  (aftei  lii-  presidency  tenure)  John  I  . 
Hurlbut  lefl  the  \\lll\l  Stations,  Indianapolis,  •  "  buj  and  run 
\\\  \U  .  Mt.Carmel,  III. 

I'm  in»t  surprised.  Since  those  l< »n«z  ago  days  when  I  was  promotion 
manager  oi  W  I  S,  Chicago,  under  Glenn  Snyder,  the  calibre  and  status 
ol  the  promotion  man  has  been  going  u |»  and  up.  \i  man)  stations  the 
promotion  man  is  second  in  importance  <»nl\  t<>  the  managei  and  sales 
manager. 

I  here  are  good  reasons  for  tlii-.  Not  the  least  i-  the  strong  emphasis 
placed  on  promotion     both  audience  and  sales     at  most  stations.  It's 

.1  1. n itlet  interested  in  national  and  regional  sales  that  doesn't  have 

.1  iz< »< n I  solid  promotion  man  these  days.  ^<»n  can  spot  him  readily. 
lit'"-,  generall)  the  fellow  with  ten  hands  and  buzzing  telephone  whose 
projects  llnw  over  from  the  desktop  to  the  chairs  t<>  1 1 n •  extra  table  and 
sometimes  onto  the  floor. 

The  Hl'\  has  helped  him  professionalize  In-  i«»l».  When  the  uexl 
annual  convention  is  held  in  San  Francisco  l<">-2()  November  a  record 
number  will  be  <»n  hand,  evidence  of  the  stock  tli.it  general  managers 
take  in  having  their  promo  men  take  advantage  "I  these  once-a-yeai 
working  sessions. 

In  case  you're  wondering  \\li\  I'm  showering  tlii-  applause  "ii  the 
promotion  man  1  who  is  always  read)  and  able  i<»  speak  for  himself  • 
lei  me  assure  \<>n  it's  n<>t  nostalgia. 

It  you're  a  t\  01  radio  advertiser  I  want  you  to  knovt  ilii-  man.  The 
salesman  or  rep  ma)  gel  \<>n  on  the  air.  Sta)  close  to  the  promotion 
man  and  he'll  li»'l|i  keep  \<>n  .»n  successfully.  Since  he's  terribh 
bus)  don't  inundate  him  with  merchandising  chores.  I>ni  | » • » — 1  him  <>n 
your  campaign  <»r  commerciaL  I  une  him  in  on  it-  objectives.  Seek  his 
ad\  11  e  and  help  when  needed. 

It  you're  a  general  managei  make  sure  thai  your  concept  ol  the 
promotion  man"-  role  i-  keeping  pace  with  ili<-  industry.  When  I 
worked  for  \\  LS  the  promotion  man  was  lovi  on  the  totem  pole  land 
Glenn  Snyder  will  t « -1 1  you  that  I  was  lowest  ol  tin-  low  I.  Times  have 
changed.  I  hese  fellows  arc  important.  Some  "I  them  are  becoming 
managers.   \nd  others  are  turning  down  the  opportunity. 


WPTR 

ALBANY-TROY 

SCHENECTADY 

NY 


WRUL 

N--w   York 
N     Y 


9) 


fr-7-M-t/ 


DIFFERENT? 


COVERAGE  rally    WPT 

different  (We  don't  beam  our  signal  out  of 
the  US)  But  50.000  watt  power  can  do 
wonders,  and  like  WRUL.  we  too  have  re- 
ceived correspondence  from  Italy,  Greece, 
and  the  A/ore  Islands.  Day  to  day  listener 
reaction  comes  from  all  over  New  York 
Massachusetts.  Vermont.  New  Hampshire. 
Connecticut.  Maryland  and  Canada 

EFFECT  The  people  who  know  the 
market— brokers,  distributors,  et  al—  tell 
us  the  Capitol  District  is  an  18-county  large 
market.  You  can  buy  18  separate  daily 
newspapers  to  effect  un duplicated  circula- 
tion in  the  Capitol  District  or 
50.000  watts  of  the  most  penetrating  Radio 
to  be  had— WPTR. 


RATINGS      heck  the 

examine  Nielsen  Coverage  Service   *3  for 

credited  county  coverage: 

WPTR      STATION  X     STATION  Y      STATION  Z 
30°o  26°o  13°o 

Your  East  man  will  lay  it  out  for  you  in- 
cluding a  comparison  of  surroundir, 
Pulse   reports. 


YES:  WPTR 

Albany-Troy-Schenectady 
VP  &  GEN   MGR:   Perry  S.   Samuels 


robert  e.eastman  u  co.,w. 

roprotonting   major  radio  tfohoni 


SPONSOR    J.,    u  ,.1  m 


the  more 

important 

judgment  becomes 

in  timebuying 

decisions, 

the  more  important 

SPONSOR  becomes... 


these  are 


days  of 

...because  SPONSOR  provides 

the  basis  of  good  judgment... 

because  SPONSOR  is  where  the 

buyers  are  in  broadcast 

advertising 


SPONSOR  26    \i  gust  1963 


The  reappraisal  has  been  agonizing.  Formulas  are  thoroughly  shaken.  Buying  is  now  seen  as  the  complicated 
process  it  has  always  been.  It  involves  intensive  probing  under,  around, and  beyond  the  numbers,  for  the  dif- 
ferences between  stations— some  subtle,  some  not  so  subtle.  These  are  indeed  days  of  judgment,  for  which  the 
broadcast  trade  press  |     |  (and  your  advertising  in  it)  is  the  fastest,  surest,  most  economical 


means  of  protection.  Never  ^^  ^^  has  the  trade  press  been  more  vital  to  buyer  or  seller. 
But  which  trade  magazine?  Today  more  than  ever  the  answer  is  SPONSOR,  because  SPONSOR  concentrates 
on  one  mission  alone:  to  feed  buyers  of  broadcast  advertising  with  information  and  illumination.  SPONSOR 
spotlights  what's  being  bought  and  what  isn't . . .  what's  working  and  what  isn't.  SPONSOR  points  up  changes, 
trends,  techniques,and  direction.  In  the  process,  SPONSOR  has  become  more  vital  than  ever  in  buying  decision. 
Don't  take  our  word  for  it.  Ask  to  hear  the  frank,  unbiased  tape  recordings  on  trade  paper  values  as  given  by 
spokesmen  from  20  key  broadcast  buying  agencies.  These  are  days  of  judgment  in  trade  paper  buying,  too. 
The  times  call  for  probing  behind  the  kinds  and  sizes  of  numerical  claims,  to  determine  how  many  are  relevant 
and  how  many  are  not.  When  you  do,  you'll  find  that  SPONSOR  gives  you  the  inside  track  on  the  judgments 

of  the  "few  who  do  the  choosing". 

HAPPY  MEDIUM  BETWEEN  BUYER  AND  SELLER 


SPONSOR 


SPONSOR    _'..    m  «.i  m     I! 


"I've  a 
good  mind 
to  spill 
everything! " 


"Don't 
lose    I 
your 
head!" 


I 


WJXT  television  spills  over  into  the  entire  North  Florida/South 
Georgia  regional  market  .  .  .  capping  a  lead  of  17%  more  television 
homes  inside  Jacksonville  itself,  with  a  rollicking  run-away  lead  of 
250%  outside  the  metro  area!  With  48  out  of  the  top  50  breaks, 
WJXT  is  the  most  efficient  regional  buy.  Count  heads.  You  can 
count  on  WJXT  to  reach  the  biggest  audience. 


Hrprttentrd  by  TvAR 

WJXT 


® 


JACKSONVILLE.  FLORIDA 

POST-NEWS  WEEK 

S  TAT  I O  N  S  a  o. v...on  of 

THE    WASHINGTON     PO»T     COMPANY 


March  1963  NSI,  Mon.-Sun.,  9  A.M.  to  Midnight 


'SPONSOR-WEEK 


Top  of  the  news 

in  tv  radio  advertising 

26  AUGUST  1963 


Discrimination  at  agencies?  SJ\  .(  .  I  om- 
mission  on  Human  Rights  plans  to  investigate 
racial  discrimination  in  tin-  advertising  in- 
ilu-ii\  when  it  "has  the  personnel  thai  we 
hope  it  will  have1  to  5 > i « » j »< - 1 1  \  handle  the 
matter,  says  chairman  Stanle)  Lowell.  He 
stressed  thai  "we're  nol  talking  about  quotas 
oi  preferences,  hut  about  the  fad  tli.it  some 
people  exist  \\  In >  i  an  do  a  job  in  a  particular 
industry  (advertising)  and  the)  just  can'l 
break  through.*1  Lowell  said  the  I  rban 
I  eague  "tried  for  two  to  three  years  to  break 
through  (alleged  racial  barriers)  with  some 
■  >!  the  major  ad  agencies  in  N.  Y.  .  .  .  ti\  ing 
to  place  qualified  Negroes  and  Puerto  Ricans 
in  positions.  .  .  .  Hut  (the  League)  found  the 
door  slammed  in  its  face.  It  finall)  gave  up 
.  .  .  .mil  sent  the  reporl  to  us."  He  revealed 
the  probe  plans  .i  New  York  broadcast  with 
\\  MCA's  Barry  Gray. 

Radio  polishes  numbers:  Speaking  before 
the  Okla.  Broadcasters  \»-n.  .it  weekend, 
I!  \l!  president  Ed  Bunker  reported  thai  the 
Bureau's  new  project  to  collect  figures  on  <h>l- 
l.ii  expenditures  in  radio  was  receiving  "vir- 
tually 100',  cooperation"  in  .1  NeM  York 
pilot  test.  Bunker,  whose  group  has  been 
working  with  SRA,  sees  the  pilol  stud)  as 
providing  "as  thorough  .i  report  on  who  uses 
radio  and  how  much  the)  spend  as  an) 
medium  noM  provides."  Bunker  also  feels 
advertisers  and  agencies  will  bu)  more  radio 
■"ami  bu)  with  more  confidence"  it  there  is 
better  "technical  prooi  oi  the  solidit)  oi  our 
audience  measurements." 

Elgin  buys  Helbros:  Elgin  National  Watch 
has  purchased  Helbros.  Elgin  president  and 
board  chairman  Henr)  \1.  Margolis  reports 
purchase  will  expand  Elgin  distribution, 
broaden  product  lines,  and  benefit  retail  jew- 
elers. Privatel)  held  until  acquisition  by 
Elgin,  Helbros  will  continue  under  ii-  previ- 
ous managing  partners. 


Folk-music  "sleeper":  \l'.<  [WHootenanny 
i-  |in»\  ing  itseli  one  "l  the  surprise  hits  "I 
the  t\  \ «*.i i .  II. i\  ing  n  ored  mare  in  the 

second  oi    Nielsen's  Jul)    nationals,    VBC  is 

now  | iting  with  pride  t<>  the  -how  -  ghare 

increase  since  its  Vpril  debul  \B  Hooten- 
nun \  .il-n  has  a  I-  Q-score  in  TV-Q  listings, 
ranking  it  sixth  in  popularit)  among  all  even- 
ing programs  among  young  (18-34)  adults. 
Uso  in  the  works:  a  new  folk-music  maga- 
zine, bearing  the  show's  title  and  published 
independentl) .  < I n«-  this  fall. 

Lower  to  upper  berth:  Formerl)  v.p.  and 
general  manage]  ol  NBC  News,  lilmei  \\  . 
Lower  has  bee  n 
named  president  oi 
\I'»C  News,  Special 
Events  and  Public  Af- 
fairs. Lower,  who 
joined  \  B(  Ne\»  -  in 
L  9  5  9 ,  supervised 
news  him  operations 
.mil  news  bureaus  in 
\\  a  sh  ington,  <  !hi<  a-  L0WER 

<:-.  .mil  I  «>-  \ 1 1 iz « •!(■-.  anil  NBC's  News  v\ti(li- 
cation  service.  He  was  with  <  BS  News  foi  Bix 
j  eat  -  |u<\  iousl) .  .mil  between  news 
ments,  served  with  two  I  .  S.  information 
agencies.  His  successoi  .it  NB(  News  has  nol 
been  named. 

FCC  amendments  opposed:  Board  ol  dit 
ten-  oJ  the  Texas  Vssn.  oi  Broad<  asters  voted 
a  resolution  opposing  the  adoption  oi  new 
amendments  to  pari  three  oi  l(  '  rules  on 
commercial  content,  and  dei  lared  the)  would 
"fight  the  amendment  with  legal  action." 
T  \l>  president  Jack  Roth  charged:  '*There 
i-  no  legal  precedent  for  this  government  in- 
tei  fei  en.  c  in  our  tree  cut-  -\  stem  .  .  . 

the  amendmenl  would  work  a  true  hardship 
on  the  vast  majorit)  "i  stations  who  cannot 
exisl  at  all,  much  less  provide  public  sen 
programing  undei  such  regulations." 

SPONSOR  WEEK  continues  on  page  12 


SPONSOR    L'ti    M  CIS! 


11 


'SPONSOR-WEEK 


Shaw  agency  loses  another:  Second  major 
account  loss  in  month's  time  for  John  W. 
Shaw  Advertising  Chicago,  is  pull-out  by 
John  Morrell  &  Co.,  fourth  largest  meat 
packer  in  U.S.,  of  its  Red  Heart  Pet  Food 
division,  which  hills  from  $1-1.5  million,  ef- 
fective 1  November.  In  July.  E.  J.  Brach  & 
Sons,  candy  mfr.,  said  its  $1  million  account 
would  be  taken  from  Shaw  in  September. 
Morrell's  move  is  to  consolidate  its  Grocery 
Products  division  at  Geyer,  Morey,  Ballard, 
which  now  handles  its  Broadcast  Canned 
Meat  division,  billing  some  $500,000.  Shaw. 
whose  estimated  billing  for  1962  was  $9  mil- 
lion, will  continue  to  handle  Morrell's  na- 
tional advertising  for  Morrell  Pride  fresh, 
smoked,  and  canned  meats,  plus  several  re- 
gional campaigns  on  the  brands. 

DDB  proving  training  ground:  Second 
group  of  creative  execs  have  left  Doyle  Dane 
Bernbach  to  form  own  agency  called  Jacobs 
Gibson  Vogel  (first  group  helped  form  Pa  pert 
Koenig  Lois  three  years  ago).  Principals  are 
Cay  Gibson  and  Murray  Jacobs,  copy  and  art 
heads  of  DDB's  sales  promo  dept.  for  eight 
year>.  and  H.  A.  Vogel.  former  DDB  ac- 
count exec.  With  h<|s.  at  1  E.  42nd  St.  in 
N.  Y.,  JGV  starts  operations  with  Frank  Ltd., 
Holland  House  Tobacco,  Durban's  Denicotin 
Toothpaste,  Weber  Briar  Pipes,  and  Hattie 
Carnegie  Perfumes.  New  agency  won't  woo 
to  take  in  other  present  DDB  accounts.  JGV 
is  aiming  at  companies  that  feel  they're  too 
small  for  the  top  creative  agencies,  promising 
"to  bring  fresh  creative  thinking  to  accounts 
in  the  $100.000-$500,000  range,  where  it's 
been  hard  to  buy." 

Moore  joins  Standard  Oil:  Ellis  0.  Moore, 
lonnei  l\  \  .p.  in  charge  of  press  and  publicity 
for  \  B( '..  will  join  the  public  relations  depart- 
ment of  Standard  Oil  (New  Jersey)  in  a 
senior  position  in  the  creative  services  divi- 
sion on  3  September. 


Top  of  the  news 

in  tv/radio  advertising 

(continued) 


Desilu  star  rising  again:  After  a  few  years 
of  doldrums,  Desilu  seems  headed  toward 
heights  of  its  early  success,  when  it  was  busi- 
est production  house  in  tv.  Company  has  li- 
quidated all  bank  indebtedness  since  end  of 
last  fiscal  year  and  is  in  strongest  financial 
position  in  its  history:  based  on  anticipated 
results  of  Desilu-owned  network  shows  and 
of  sales  in  field  of  domestic  and  foreign  syn- 
dication, company  feels  operating  profits  for 
full  year  represent  beginning  of  its  best  year 
to  date.  During  current  fiscal  year  Desilu 
will  have  three  of  own  series  on  webs — 
Glynis  and  Lucy  Show  on  CBS.  and  full-hour 
Greatest  Show  on  Earth  on  ABC —  and  has 
already  set  firm  deals  for  five  half-hour  pilot 
series  aimed  at  1963-*64,  all  to  be  financed 
by  sponsors  and  networks.  Lever  Bros..  \  ia 
J.  Walter  Thompson,  and  General  Foods,  via 
Young  &  Rubicam,  will  each  finance  two  pi- 
lots, and  ABC  will  finance  pilot  for  projected 
Joe  Sent  Me  skein.  Desilu  is  also  close  to  con- 
cluding deals  for  at  least  one  other  sponsor- 
financed  half-hour  pilot  plus  two  of  same 
length  financed  by  networks,  and  is  develop- 
ing two  of  same  length  financed  by  webs. 
Also  on  boards  is  two  one-hour  projects  which 
may  become  wreb  skeins  without  pilot  produc- 
tion, "due  to  talent  involved." 

New  posts  at  Dow  Corning:  Promotees  in 
the  silicone  company's  advertising  depart- 
ment are  Robert  S.  Bloor,  who  becomes  man- 
ager of  electronic  products  advertising; 
Charles  J.  Lenz,  who  will  serve  as  manager 
of  chemical  products  advertising:  and  Mau- 
rice C.  Hommel,  who  fills  the  new  post  of 
manager  of  advertising  staff  services.  Bloor 
joined  Dow  Corning  in  1957,  was  previously 
associated  with  Allis  Chalmers.  Lenz  came 
to  the  firm  in  1953  as  a  market  researcher, 
joined  the  ad  department  as  account  super- 
visor in  1959.  Hommel  has  been  a  member 
of  that  department  since  1951,  first  as  tech- 
nical writer,  then  a-  account  supervisor. 

SPONSOR-WEEK  continues  on  page  14 


12 


SPONSOR    26    \i  OUST   1963 


PERSONALITY 


frfd    Hillegai  )J^^^^^% 

NEWS 


Joel 

Moreinitt 
NEWS  ,' 


/r  ■ 


It   packs  a   friendly   punch.   Stroll   down   the   street 
with    Fred    Hillegas    or    Carol    Johnson    or    Deacon 
Doubleday.  Watch  the  smiles  light  up  peoples'  faces; 
hear  the   known-you-all-my-life   greetings   from   total 
strangers. 

This  friendly  attitude  is  for  you,  too,  when  these  personalities 
are  selling   for  you.   And,  that's  why  WSYR   Radio   is   the 
greatest  sales  medium  in  Central  New  York. 

So  you  see  what  happens: 
Personality  Power   =   Sales  Power  for  you    in  the 

18-county  Central  New  York   area. 
Instant  friends   for   what  you    have  to  sel 


Elliot  Gove 
TIMEKEEPER 


SPONSOR    2»i    \i  (.1  m     l'».  I 


"SPONSOR-WEEK  [  52  «l"rtW"« 


More  integration  in  spots:  Latest  converts 
are  Ponds,  Anacin,  and  Chock  Full  ()'  Nut>. 
which  have  integrated  commercials  in,  or 
completing,  production.  But  with  Lever  Bros. 
cooperating  on  Wisk  and  All  detergents,  and 
and  with  more  to  come,  the  giant  step  has 
been  made.  Colgate  makes  no  comment  luit 
action  is  taking  place  at  Ted  Bates,  agenc) 
for  Colgate's  Palmolive  Rapid  Shave.  Fab, 
and  other  toiletries.  One  Palmolive  commer- 
cial u-es  a  Negro  in  scene  on  ship.  Integrated 
I  al»  spots  are  in  storyhoard  stages.  Khein- 
gold.  which  has  been  locus  of  attention  for 
integrated  social  scene,  says  it's  re-evaluating 
its  use  oi  Negroes  in  all  media.  Many  adver- 
tisers are  integrating  print  ads.  Sterns,  Rob- 
ert Mall  and  others  are  doing  it  for  the  first 
time.  Negro  model  agencies  report  business 
up.  expect  il  to  continue  at  fast  pace.  Book- 
ings are  frequently  for  general  consumer  ad- 
vertising and  not  just  for  Negro  products  or 
publications  as  before. 

Girl  Talk  chats  on:  ABC  Films'  syndicated  i\ 
series  featuring  catalyst  Virginia  Graham 
and  a  loquacious  female  panel  will  start  tap- 
ing shows  for  its  second  year  on  27  August. 
According  to  llenrv  Plitt,  ABC  Films  presi- 
dent. Girl  Talk  is  the  first  syndicated  daytime 
Strip  known  to  make  it  into  a  second  year. 
The  first  26  weeks  of  new  shows  ha\e  been 
sold  to  the  CBC  to  be  aired  on  the  lull  Cana- 
dian line-up  this  fall;  17  U.  S.  stations  have 
also  signed  up  even  before  the  official  an- 
nouncement of  the  show's  continuance.  The 
show  features  an  ever-changing  panel  of 
prominent  women  discussing  subjects  ot  par- 
ticular interest  to  lemales  and  lakes  delight 
in  putting  diametrical!)  opposed  women  to- 
gether without  prior  warning  for  resulting 
I'lv  ing   fur  and   leather-. 

Big  British  sale:  Despite  tight  I  10-1  I'  ,  I 
quotas  on   I  .S.  and   oilier  non-British   film 


shows,  I  .S.  distributors  continue  to  score  im- 
portant I  nited  Kingdom  sales.  Among  the 
latest:  Four  Star  T\  International's  sale  of 
Burke's  Law,  an  hour-long  detective  -how 
-lairing  Gene  Barry,  to  three  of  Britain"-  top 
tv  contractors  (Granada,  A-K.  \T\  i.  The 
series  is  due  to  premiere  in  Britain  only  two 
weeks  after  its  (  .S.  start  on  ABC  TV  20  Sep- 
tember, will  be  seen  in  all  kev  British  com- 
mercial tv  areas. 

Ars  gratia  artis:   \lanv   top  tv   personalities 

are  also  amateur  painters,  and  a  special  show  - 
ing  ot  such  works  will  soon  be  available  to 
New  Yorkers.  With  Goodson-Todman  spon- 
soring the  event,  an  exhibit  of  talent  paintings 
is  due  to  open  10  September  at  the  Down- 
town Gallery,  with  a  special  benefit  preview 
on  9  September.  Included  in  the  show  :  works 
by  Arlene  Francis.  Steve  Mien.  George  Ma- 
ha  lis.  Jack  I'aar.  Orson  Bean.  Fred  Cwvnne. 


Hollywood    remodels:   Jusl    a>   main    New 

\  Ork  legil  houses  were  taken  over  bv  tv  in  the 
earliest  days  ol  live  telecasts,  Hollywood's 
theatre-  are  also  getting  a  Iv  look.  I.ate-t 
to  change  is  the  Fl  Capitan  Theatre,  which  i- 
being  remodeled  as  "The  Jerrv  Lewi-  Thea- 
ter." It  has  been  used,  on  and  oil.  a-  a  tv 
showcase  since  the  I  050"-.  but  the  new  over- 
haul represents  a  complete  lace-lilt  lor  the 
1963-64     VBC  T\    >erie>  with   Lewi-. 


New  Nielsen  partner:  Laic  last  week.  Es- 
quire, magazine  publisher  and  educational 
libn  producer,  and  \.  C.  Nielsen  announced 
a  joining  ol  forces  in  a  new  electronic  data 
processing  company  serving  the  magazine 
publishing  industry,  to  be  known  as  Neodata 
Services.  The  new  company's  facilities,  for- 
merly operated  as  an  Esquire  division,  will 
remain  in  Boulder  Cilv.  Colo.  Terms  ol  the 
transaction  were  no!  announced. 

SPONSOR-WEEK  continues  on  page  43 


1  i 


SPONSOR    2(i     vi  (.1  M     l!'i 


«+ 


I 


GROUP  W  MEANS  HISTORIC  PRECEDENT 

A  BROADWAY 

OPENING 

ON 

TELEVISION 


This  fall  television  audiences  in  Boston,  Baltimore.  Cleveland, 
Pittsburgh  and  San   Francisco  will  share  with  the  opening  night 
theatre  audience  in  New  York  an   unprecedented  excitement.  On 
opening  night,  all  five  stations  of  Group  W— Westinghouse  Broad- 
casting Company  — will  present  a  telecast  of  the  William  Hammer- 
stein-Michael  Ellis  production  of  "The  Advocate,"  a  new  play  by 
Robert  Noah,  starring  James  Daly.  "The  Advocate"  has  been 
selected  by  the  American  National  Theatre  &.  Academy  for  presen- 
tation this  October  at  the  ANTA  Playhouse.  ■  For  the  first  time  a 
telecast  will  coincide  with  the  actual  opening  of  a  play  on  Broadway. 
■  Here  is  an  event  of  major  significance  to  the  theatre  and  to  tele- 
vision. It  is  the  result  of  a  joint 
venture  without  precedent  in 
broadcast  and  theatrical   history. 
For  Group  W  particularly,  it  is  a 
journey  into  an  exciting  area... 
one  that  represents  a  new  source 
of  programming  for  television. 


GROUP 

w 


BOSTON  WB/     ••• 
NfW  YOF 
BAlTIV 

PITTSBURGH  >■ 
ClEVUANO  KYW 
FORT  WAYNf  WOWO 
CHICAGO  WINO 
SAN  FRANCISCO  KPU 


WJSTlNGHOUSf  BROADi" 


\V 


..'- 





-a 


COWARDLY  PARENTS 

SWEEP  SEX  TRUTHS 

UNDER  THE  RUG 


Parents  are  aware  their  child 
is  going  to  learn  the  "facts  of 
life"  somehow.  Parents  also  know 
that  it  is  far  better  for  the  child 
to  learn  about  sex  in  the  right 
way  than  the  wrong  way.  The 
wrong  way  can  shock  and  harm 
the  child  for  the  rest  of  its  life. 

Yet  because  of  its  delicate  and 
sensitive  nature,  many  parents 
behave  in  a  cowardly  way  about 
giving  their  child  this  vital  infor- 
mation, telling  themselves  they 
will  do  it  some  day.  But  this  day 
never  comes,  and  the  result  often 
is  that  the  child  grows  up  with  a 
guilt  complex,  thinking  sex  is  an 
evil  thing. 

PARENTS:  sex  truths  need  no 
longer  be  "swept  under  the  rug." 
The  new  book  for  children  WHY 
AND  HOW  I  WAS  BORN  tells 
the  facts  frankly,  surrounding 
them  in  the  atmosphere  of  God, 
Love  and  Family  Life.  THE  READ- 
ER'S DIGEST  writes: 

"The  approach  of  WHY  AND 
HOW  I  WAS  BORN  to  this 
difficult  problem  is  most  im- 
pressive, combining  as  it  does 
straightforward,  unevasive 
information  and  a  larger 
frame  of  reference  which 
makes  sense  to  children." 

Thousands  of  parents  have  ex- 
pressed their  thanks  for  the  nat- 
ural way  children  accept  without 
shock  or  embarrassment  the  sex 
truths  in  WHY  AND  HOW  I  WAS 
BORN.  As  a  result  of  reading  the 
book,  children  have  greater  love 
and  respect  for  their  parents. 

PARENTS:  the  most  important  thing 
you  can  do  for  your  child  is  to  settle 
its  mind  NOW  on  this  vital  matter.  De- 
lay may  be  dangerous  to  your  child 
and  to  you.  Nor  are  straight  biological 
facts  by  themselves  enough;  indeed 
they  may  prove  harmful.  WHY  AND 
HOW  I  WAS  BORN  inspires  and  up- 
lifts while  it  informs.  To  get  a  copy, 
send  $2.75  with  your  name  and  ad- 
dress to  The  Partnership  Foundation, 
Capon  Springs,  W.  Va.  Return  privilege 
guaranteed. 


"DATA  DIGEST 


Basic  facts  and  figures 
on  television  and  radio 


Ratings  still  are  competitive  weapon 

Despite  rumblings  in  Washington  DC  and  a  public  men  culpa  by 
some  of  the  services,  ratings  still  are  potent  weapon  in  the  eyes  of  tv 
network  sales  offices.  The  latest  research  bulletin  from  CBS,  for  ex- 
ample, breaks  out  the  current  Nielson  report  to  show  that  guess-who 
has  the  dominant  position  in  daytime  network  tv  programs.  By  count, 
CBS  has  14  of  the  top  20  programs,  with  a  ratings-span  of  from  7.2  to 
L4.4.  All  of  the  top  five  shows  are  from  Columbia: 


Rank 

Program 

Rating 

1 

As  the  World  Turns 

14.4 

2 

Password 

12.6 

3 

Houseparty 

11.8 

4 

To  Tell  The  Truth 

10.3 

5 

Guiding  Light 

9.8 

However,  despite  CBS*  boa>t.  rival  .NBC  is  spurring  its  salesmen 
with  figures  gleaned,  via  ARB,  from  some  of  that  same  CBS  program- 
ing. It's  the  NBC  contention  that  only  25' ,  of  the  CBS  Morning  Plan 
audience  are  women:  the  four  shows  in  the  Plan  are  Calendar  (not  in 
top  20);  /  Love  Lucy,  (15th),  The  McCoys.  (  14th).  and  Pete  and 
Gladys,  (11th).  NBC  claims  it  has  a  56%  advantage  in  reaching 
women  viewers,  and  that  CBS"  edge  in  homes  delivered  is  solelv  due 
to  the  traditional  influx  of  vacationing  children  to  the  morning  au- 
dience. 

Here's  how  the  NBC  figures  arc  derived: 

NBC  DAYTIME  PROGRAMS 


Program 

Say  When 

000  homes 

2,690 

000  women 

1.800 

Play  Your  Hunch 

1,990 

1.370 

Price  Is  Right 

3,140 

2,730 

Concentration 

3,740 

3,250 

Average  of 

four   shows    

2,890 

2,290 

Av.  of  four 

CBS   shows    

NBC  relative 
to  CBS 

3,340 

1,470 

-13% 

plus  56% 

ie 


SPONSOR   26    vi  (i  si    1963 


*555  FIFTH 


Letters  to  the  Editor 

and  Calendar 

of  Radio/Tv  Events 


BONANZA  IS  STILL  NBC  TVS  OWN 

Re  page  31   ol  sponsor  issue  12 

Vu'iist    i)  I   didn't  realize  Bonan  </ 

w cut  that  .1  \\ .i\    W  ondei  \n  hat  the 

( leneral  \\  ill  vi\ 

Tom  Parnngton. 
WKYTV  Oklahoma  City 

y   Doggone   it'   w  e    should   Inn  e 
known  that  Bonanza  was  on  \ />'( ' 
rv  and  not  (  BS  l\ 


BROADCAST   VS    PRINT   WAR 

\||     ill     \  mil     ii  .nli  i  s      mi  Intlni  • 

l\  Ii,  must  applaud  \ i»i  l"i  expos 
mi"  |>i mi  media's  "antJ  adv<  rtisii 
campaign     ■■  oui    5    August    arti<  le 
discussing    magazines'    and    news 
papers'     hate"    campaign    against 
radio  and  i<l<\  ision  is  excellent.  I 
.mi  sun'  it  u  ill  get  through  t<>  j  oui 
advertise]  and  agenc)  readers  and 
make-  them  aware  nl  mam   ill  the 


'CALENDAR 


AUGUST 

Flaherty  Film  Seminar,  9th  annii.il 
seminar,    Saiulaiiona,    Vermont    (24-3 

Sc-ptenil 

Television      UBliates     Corporation, 

pmgrainfaifl    conference,    Hilton    Inn, 
S.in    I  r .11  n  isi  ii    i  26  27 
Board  of  Broadcast  Governors,  hear- 
ing. Ottawa,  Canada  (27) 

SFPTFMlil  Ii 

West  Virginia  Broadcasters  fan  , 
animal  fall  meeting,  The  Greenbrier, 
White  Stllphui  Sprung  (  5-8) 
Arkansas  Broadcasten  Assn.,  fall 
meeting,  Holiday  Inn,  North  Little 
Rock  (6-7) 

American  U'ora«n  in  Badio  and  Tele- 
vision,  educational  foundation,  board 
of  trustees  meeting,  New  Yori 

Western    Assn.   of   Broadcasters,   an- 
nual   meeting,    Jasper    Park   Lodge, 
Alb.rta.  Canada  (8-11) 
IBC  Badio.  regional  affiliates  m 
ing,  Fairmount  Hoti  l,S.  1      9     Sher- 
aton-Chit ago   Hotel.   (  In,  ago      1 1  ), 
Fontainebleau    Motel.   New    Orleans 
(13),  St    Regis  Hot,  I    New  York  (17 
Badio  Advertising  Bureau,  manage- 
ment   conferences.    The    Homestead. 
Hot  Springs,  V.i    (9-10);  The  Hilton 
Inn.    airport.    Atlanta    (12-13);    The 
Holiday  Inn-Central,  Dallas  (16-17); 
Gideon  -  Putnam.    Saratoga    Springs, 
N    1  I     O'H.ire  Inn,  airport, 

Chicago  (30-1  October V  Rickey's 
Hyatt  House  Hotel.  Palo  Alto,  Calif. 
Town  House  Motor  Hotel, 
Omaha  (7-8);  The  Executive  Inn, 
Detroit  (14-15) 

Electronic  Industries  Vssn..  till  meet- 
ing, Biltmore  Hotel,  New  York  I" 
12 

Michigan  \>mi.  ol  Broadcasten,  15th 
annua]  fall  i  onvention,  Hidden  Val- 

le] .  Caylord     11-11 

Badio-Television       News       Directors 


\ssn.,  isth  Internationa]  conference, 

Radisaon  Hotel,  Minneapolis  (11-14) 
I  (  <      Bai      \ssn..    I In  on 

\  ii il    Press    (  Hub     \\  ishington, 

I)  (      12 

National   Icadem)  "l  Television  Vits 
an<l  Sciences,  board  "I  trustei  s,  H< -\ 
erl)    Wilslur,     Hotel.    Beverl)    Hills 
13-15 

American  Women  in  Badio  and  Tele- 
vision,   southwest    area    confen 

Houston.    Texas  (13-15) 
New     York     State     AP     Broadcasters 
\ssii.,  banquet  and  business  sessions, 
Gran-View    Motel,  OgdensburR   (15- 
16) 

Louisiana  Assn.  of  Broadcasters,  con- 
vention, Sheraton  Charles  Hotel, 
New  Orleans  (15-17' 

Bnllins  Broadcasting  Co.,  stockhold- 
ers meeting,  Bank  of  Delaware  Build- 
ing, Wilmington,  Delaware  (17) 
American  Assn.  of  Advertising  Agen- 
cies. Western  region  convention, 
Mark  Hopkins  Hotel.  San  brain  isco 
(17-19) 

Advertising  Federation  of  America, 
10th  district  convention.  Commo- 
dore PciTV  Hotel.  Austin,  Texas  (19- 
21) 

American  Women  in  Badio  and  [\ele- 
\  ision.  southern  area  ,  onh  rei        l 
lumbus.  Ga    20-22 
Florida    Vssn.   ol    Broadcasters,   fall 
conference  and  board  meeting,  Grand 
Bahama    bland     21 

Nevada  Broadc  astei  s  \„n.,  1  -.t  an- 
nual convention,  Hotel  Sah  ira  Las 
Vegas  (2  1-25 

Assn.  of  National   Advertisers,  work- 
shop, Nassau  inn.  Princeton 
\cu  Jersej  Broadcasters  tssn.,  17th 
annual    COnvi  nti.ui     ( !olonj     Motel, 
Atlantic   City,  N    I      >"  i  0  ■ 
Georgia    Vssn    ut    Broadcasters, 
gional     meetings,      Athens,     Home. 
rhomaston,  Alban) .  State  sb 
»  ()c  tober 


■■■■MiiiiuiiiniiiiiuiwijuuiiiiuiiiJiuiuuM 

SPONSOR   26    \i  (,i  si     19 


..... 


I.iII.k  ics     in     pi  inl     presrntati 
In  ing   tin.,"  I,    it   them  ah 
•  media 
\  I    nl 
vcrtisers      invest      ihcii  i<  h 
mi mej    i"   tin  asure    the   eff< 
iln  ii  adverti  >in     •  impa  the 
i    tin  \  will  i  ontint 

l\        In.lVlK        il|lnli        tin         lii 

llll     ill     I 

Harry   Spiegel. 

Vice  President 

Television  Bureau  of  Advertising 

Research 

New  York 


NEGRO   BREAKTHROUGH   IN  SPORTS 

K  l  >  I  \  ol  the  s.in  Ii.iii.  is. .,  ( )  tli 
land  Baj   area  has  s<  ored  another 
In st    as  the  In st  Negro  pr< igi  tmed 
station  in  the  country  to  broad*  ast 
a  major  sp"its  s<  i ies    I  Ins  season 
w e  are  car  rj  ing  the  entire  i>la\  l>\  - 
plaj  schedule  "l  the  I  hikland  Raid 
ers   "I    the    American    pr<  ifessii  mal 
football  lea 
\\  Hi.   Bob   Bloom  of   the  KIM  \ 

stall      at      the     inn  n  phi  'in        K  I  )l  \ 

started  the  l""tl>all  schedule  with 
Bust. hi  at  ( Oakland   I   lug     I  )■  a\ 1  i 

.1    Oakland    II      lug.;    Oakland    u 

Kansas  (  it\  at  Seattle,  IT  lug  . 
Oakland  \s    New   York  at  Mobile, 

Ma      23    lug  .    and   Oakland   at    S.m 

Diego,  51    lug. 

( Kher  games  to  be  broadi  asl 
7  Sept.  Oakland   al    Houston     1"> 

Sept.,     Buffalo  al  Oakland    JS  S.pt 

Oakland  al  New   i ... k   ■  fak- 

land  al  Buffalo;  II  o.  t  Oakland  al 
Huston.  20  o,  t  New  York  al  Oak- 
land; 27  oi  o.,kl...,d  al  San 
I  >iego;  3  \"\  Kansas  (  it\  al  <  Oak- 
land; S  NOV.,  Oakland  at  Kansas 
(  lit)  .    2\    \"\    .   Oakland   al    lb  n 

1    Dec  .  San   Diego  al  Oakland    8 
Dec.,  I  [ouston  al  ( Oakland;  15  D 
I  tenvt  i  al  <  fakland 

The  Raiders  promise  t"  !>■ 
■  il  the  league's  top-flighl  teams  tins 
season  \\  itb  the  addition  "I  a  n< 

u  Ii.  \l  I)a\ i\  and  pla\ n  person- 
nel such  as  \it  Powell  the 
top  offensive  ends  in  pro  football, 
and  Proverb  [acobs  Ml  Imerican 
from  tin  I  niM-rsit  fornia 
Si  ason  in  kit  sabs  alread)  an 
than  503  ab<  n  e  last  seas 

Egmont  Sonderling. 
President 
KDIA-TV 
Oakland 

►  s 

section,   this  nt 

nth.  '    \      •       riented  st 


17 


look  South  . .  .  and  you'll  see  7vQ 


the  land  of 


PLUS . . . 

Consistently  High 
Industrial  Employment 

and 
Military  Payrolls! 


Year-in,  year-out,  TV-3  continues  its  growth  with  the 
audience  and  the  advertiser.  In  fact,  no  other  media  penetrates 
the  66  counties  in  TV-3  land  like  TV-3.  No  wonder  it's  the 
"first  choice"  of  local  and  national  advertisers.  People  believe 
in  us,  have  confidence  in  us  and  depend  on  us.  So  can  you. 


WRBL-TV 

Columbus,  Georgia 

TELECASTING   FROM   THE 
WORLD'S  TALLEST  TOWER 

"1749  feet  above  ground" 
J.  W.  Woodruff,  Jr.,  Pres.  and  Gen.  Manager 
Ridley  Bell,  Station  Manager 
George  (Red)  Jenkins,  Dir.  National  Sales 


CBS 


NBC 


REPRESENTED  BY 

GEORGE  P.   HOLLINGBERY  COMPANY 


18 


SPONSOR   26    u  Gl  m    I9M 


'SPONSOR-SCOPE 


26  AUGUST  1963 


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


New  era  of  slick  sophistication  seems  to  be  developing  on  radio  commercial  front. 

Pari  of  it  stems  from  radio's  ability  to  reach  specialized,  rather  than  merel) 
mass,  audiences,  Pari  oi  it  is  due  to  the  rising  sophistication  of  I  ,S     radi< 
generally,  reflected  in  today's  movies  and  some  t\  Bhows. 

In  any  event,  many  new  radio  commercials  are  ■  treat  to  creative  eai  s.  I  n  pica] 
are  those  oi  Sterling  Foresl  Gardens,  .1  near-to-New  York  excursion  area,  whose 
commercials  feature  .1  tv-oriented  "Preston  Peacock"  who  refers  to  NBt  -  multi- 
colored ornithological  trademark  .1-  "thai  imposter  .  .  .  he's  just  .1  black  mil  white 
bird." 

Some  others:  the  minute  radio  spots  foi  Hebrew  National's  Hungarian-type 
food  product-  (stuffed  cabbage,  etc.)i  which  feature  an  actress  whose  voice  i-  .1 
vocal  double  foi  Zsa  Zsa;  the  summer-months  Bpots  foi  Cinzano  Vermouth,  which 
feature  boy-girl  dialogues  done  in  the  manner  of  "Torn  Swifties"  (i.e.,  "1  prefei 
Cinzano  White  Vermouth,"  In-  said  dryh  I. 


Hollywood's  great  days  continue  to  provide  the  basis  for  upcoming  tv  specials. 

Having  dipped  into  the  footage  oi  such  screen  personalities  and  producers  as 
Greta  Garbo,  Rudolph  Valentino  and  Dairy]  I".  Zanuck-  none  of  whom  g.m-  ,i 
thought  to  t\  while  making  their  movies  t\  will  spotlighl  the  movie  career  of  Ceci] 
B.  De  Mille  on  1  DecemU-r. 

M(f\I  will  produce  the  -how  1  with  an  assist  from  Paramount,  which  released 
most  of  De  Mille's  films)  as  a  90-minute  coloi  special  foi  NBC  TV.  Eastman  Kodak 

will  Bponsor,  via  J.  Waller  Thompson. 

Two  interesting  sidelights:  one  of  the  film  clips  to  be  used  will  show  De  Mille 
a-  an  actor  (in  "Sunset  Boulevard,"  which  Billv  Wilder  produced):  movies  made 
bj  De  Mille  during  nearl)  half  a  centur)  in  Hollywood  are  estimated  to  have  drawn 
over  tour  billion  paid  admissions. 


Color  television  is  stirring  up  new  interest  among  retailers  in  major  markets. 

\-  s  result.  National  Retail  Merchants  Association  is  planning  a  special  a 
i\  session  at  its  major  January  get-together.    Working  with  the  Television  Bureau, 
NRM  V-  Edward  Engle,  Bales  promotion  manager,  has  lined  up  Julia  Lee  of  Wash- 
ington's Woodward  &  I  othrop  to  tell  abouf  the  -tore'-  use  ol  color  in  commercials. 


The  empire-building  practiced  by  General  Artists  Corp.  has  hit  some  selling  snags. 

In  the  wake  of  the  dissolution  oi   MC A  a-  a  power  in  the  talent-peddling  field. 

I  ■  \< .  snapped  up  a  Dumber  of  MCA  clients  and  MCA  agents.  Among  other  thing-. 
GAC  set  out  to  hecome  one  of  the  major  agencies  in  the  rv-movie-book-magazine 
literar\  fields,  and  to  become  a  power  in  tv  packaging. 

It  didn't  work  out  quite  as  GAC  had  hoped.  <-\<  -  track  record  in  selling 
packages  put  together  by  clients  has  not  been  overly  impressive.  And.  this  month. 
GAC  began  pink-slipping  some  <>f  its  key  literary  agent-. 

SPONSOR  26    Mc.i.M    IS 


"SPONSOR-SCOPE 


(CONTINUED) 


"Shades  of  loyalty  oaths"— ABC  TV  is  keeping  a  tight  reign  on  its  new  100  Grand  show. 

With  Section  509  of  the  1934  Communications  Act  having  been  made  law  in 
the  fall  of  1960,  it's  now  a  crime  to  rig  a  quiz  show.  So  ABC  and  Larry-Thomas 
Productions,  packagers  of  the  new  nighttime  game  series  which  debuts  15  September 
are  taking  no  chances. 

All  members  of  the  production  firm  involved  with  the  show  have  signed  affi- 
davits certifying  they  are  familiar  with  Section  509.  Additionally,  contestants  will 
also  sign  a  similar  affidavit  of  familiarity  with  the  law  and  stating  that  they  have  not 
"engaged  in  or  conspired  with  anyone  else  to  violate  the  program's  integrity.** 


Seven  Arts'  source  of  feature  films  from  Warner  Bros,  may  not  be  closed  off. 

Warner  Bros,  is  currently  syndicating  the  first  of  its  own  packages  of  post- 
1948  feature  films,  and  there's  been  much  talk  that  it  spells  an  end  to  more  WB 
product  for  Seven  Arts,  which  has  hitherto  been  distributor. 

Seven  Arts,  however,  is  quick  to  point  out  two  important  facts:  (1)  Warner 
Bros,  and  Seven  Arts  have  a  continuing  relationship  in  theatrical  films,  with  WB 
distributing  SA's  "Whatever  Happened  To  Baby  Jane"  and  involved  in  foreign 
picture  deals;  (2)  Seven  Arts  is  rolling  along  smoothly  in  new  package  releases, 
with  "Volume  VIII"  planned  for  October  release  and  built  around  some  35  titles 
from  20th  Century-Fox. 

Said  a  Seven  Arts  source:  "It  all  depends  on  how  well  Warner  Bros,  does  with 
its  own  package  and  how  well  we  do  with  our  new  ones.  If  our  success  is  notably 
better  than  their's,  we  may  be  back  in  the  tv  business  together  again." 


Special  feature  article  on  top  tv  commercial  personalities  can  be  read  this  week. 

It's  in  the  24-31  August  issue  of  The  Saturday  Evening  Post. 

Article  sets  out  to  reveal  that  "some  of  the  unknown  faces  and  voices  of  actoi> 
and  actresses  who  work  television  commercials  earn  upwards  of  $200,000  annually. 
Also,  there  are  nearly  75  relatively  unknown  performers  who  earn  $100,000  doing 
commercials." 

Situation  which  the  Post  pinpoints  has  stirred  up  another  trend:  with  this  kind 
of  money  to  be  made  in  tv  commercials,  a  number  of  big-name  (or  former  big- 
name)  personalities — Claudette  Colbert,  Richard  Denning,  Jane  Withers,  Zero 
Mostel  et  al. — are  currently  to  be  seen  as  sales  personalities. 

With  a  day's  work  in  a  tv  commercial  bringing  as  much  (including  residuals) 
as  $20-25,000  you'd  be  surprised  how  the  I'11-never-make-commercials  scruples  of 
a  major  star  can  evaporate. 


20 


There's  been  a  realignment  of  top  promotion  personnel  at  the  WOR,  N.  Y.  stations. 

Now  heading  all  advertising,  research,  sales  promotion  and  p.r.  for  the  RKO 
General-owned  am-fm-tv  operation  in  New  York  is  Robert  B.  Beusse,  who  succeeds 
Martin  S.  Fliesler,  recently  named  v. p. -general  manager  of  KHJ,  Los  Angeles. 

Richard  A.  Feleppa  has  been  named  sales  promotion  manager  for  WOR,  and 
David  Krutchik  has  been  appointed  audience  promotion  manager. 

SPONSOR/26  august  1963 


'SPONSOR-SCOPE 


(CONTINUED) 


New  research  service,  Brand  Rating  Index,  is  being  used  by  NBC  TV  as  sales  ammunition. 

The  service     subscribers  to  which  include  Bristol-Myers,  Genera]  Foods, 
Mat. •-.  \   \  R,  among  others     compares  product  usage  among  viewers  and  non« 
\  iewers. 

Foi  example,  BR1  comes  up  with  these  instances  for  International  Showtime: 
In  viewing  homes,  63. 1'.  use  salad  or  cooking  oil  three  <»i  nun.-  times  per  week; 
Miui-\  iewers  use  salad  or  cooking  oil  5  1..V  , 


Post-war  products  are  extremely  important  to  Procter  &  Gamble,  but. .  . . 

The  company  doean'l  forget  the  old  ones.  Latest  annual  report  from  I'  v\  <. 
note-  the  role  new  products  play  in  tli«'  company's  continued  suco 

At  the  same  time.  Pfi  ( !  Bays:  'The  pace  of  Procter  &  Gamble's  future  p 
will  depend  upon  our  continuing  ability  to  improve  our  established  products  and 
to  create  new  ones  to  serve  homes  and  industry  more  effectively." 

P&G  rarely  drops  s  product,  and  only  after  broadcasting  can  no  longer  move 
n.  i  Remember  s  liquid  dentrifice  failed  Teel?) 


Filmex  is  making  gains  with  its  plans  for  European-based  commercial  shooting. 

Deal  has  been  signed  by  Filmex  and  Gamma  Production-  <>f  Milan.  Italy.  I  n- 

der  the  arrangement,  Gamma — a  leader  in  theatrical  film  commercials  in  Europe 
for  Stock  Brandy  and  other  client-     will  produce  animated  commercials  for  I    S 
advertisers  and  agencies  in  Italy,  under  the  supervision  of  Filmex1  European  pro- 
duction chief.  Everett  Hart,  ex-BBDO  producer. 

Gamma's  work  is  not  unknown  to  U.S.  tv  viewers;  the  Italian  film  firm  produced 
a  -eric-  of  animated  commercials  for  Carlings1  Black  I  abel  Beer. 


Don't  just  say  'Hunt"— say  "Hunt  Foods  and  Industries,"  asks  the  food  processor. 

Problem  has  arisen,  says  p.r.  director  John  I).  Kemp,  because  "  'Hunt'  i-  i 

rather  widely  used   name."  with  "manv   individuals  and   other  companies'1   having 
the  word  in  their  corporate  titles. 

Typical  situation:  H.  I..  Hunt  of  Dallas  market-  food  products,  but  -ell-  them 

under  the  Parade  label  and  call-  hi-  company  Hill  Products. 

More  than  one  rep  and  station  traffic  department   has  had  to  check  close]) 
when  the  name  "Hunt"  came  up  in  spot  campaigns. 


Interest  in  Broadway  at  American  Broadcasting  isn't  limited  to  the  company  itself. 

ABC  TV  director  of  program  planning  Douglas  Cramer  is  author  of  s  comedy, 
"\\  hose  Baby  Are  You."  now  being  performed  at  the  Pioneer  Playhouse  in  Danville, 

Cramer  has  his  eyes  on  Broadway  for  the  -how.  perhaps  even  in  the  new  season. 
AB-PT,  in  plans  announced  a  few  week-  ago.  i-  hacking  a  number  of  Broadwaj 
production-. 

SMNS0R/26  august   1963  J] 


"SPONSOR-SCOPE 


(CONTINUED) 


Time,  as  well  as  the  trend  to  self-service  retailing,  has  outmoded  many  trademarks. 

Television,  with  its  emphasis  on  simple,  striking  packaging,  has  also  made  a 
number  of  trademarks  obsolete. 

Meanwhile,  trademarks  continue  to  flood  in  to  Washington  for  registration  at 
the  rate  of  some  20,000  each  year,  according  to  a  recent  checkup  by  Mutual  Broad- 
casting System. 

Says  MBS  of  trademarks:  "Each  must  be  protected  because  the  law  states  that 
the  owner  of  a  trademark  must  exercise  'due  diligence'  in  preventing  it  from  evolving 
by  usage  into  a  generic  word  or  symbol. 

One  of  the  most  diligent:  Coca-Cola,  in  protecting  "Coke." 


Russian-American  rivalries  recently  caused  a  close  ratings  race  in  Japanese  tv. 

In  the  Kanto  tv  area  (which  centers  on  Tokyo,  but  whose  total  is  37  times  that 
of  Tokyo's  23  wards),  A.  C.  Nielsen's  ratings  for  the  week  ending  28  July  showed 
the  top-rated  show  to  be  a  one-shot  telecast  of  the  famed  Russian  Bolshoi  Circus  (40.5 
rating,  reaching  1,769,000  homes),  and  the  runner-up  to  be  an  overseas  version  of 
Walt  Disney's  hour-long  NBC  TV  series  (40.0  rating,  1,748,000  homes). 

Programs  in  the  4th,  5th,  8th,  9th,  10th,  11th  and  12th  rankings  were  —  and 
this  will  be  no  surprise  to  those  familiar  with  Japan's  fondness  for  U.S. -style  sports — 
professional  baseball  sportscasts. 


Do  you  know  what  the  largest  non-music  segment  of  Negro-appeal  radio  programing  is? 

It's  religious  programing. 

A  typical  case:  WMOZ,  Mobile,  Ala. 

At  this  Edwin  H.  Estes-owned  station,  whicli  operates  from  5:00  a.m.  to 
6:30  p.m.,  there  are  presently  104Vi>  hours  weekly  of  Negro-slanted  programing 
in  a  market  where  45 %  of  the  population  is  non-white. 

Of  this  program  total,  601/>  hours  is  classed  as  music  programing,  and  35 
hours  weekly  is  religious  in  nature.  The  remainder  includes  news,  public  service, 
and  other  program  elements. 

For  further  details  of  the  multi-billion-dollar  U.  S.  Negro  market,  and  the  air 
media  which  serves  it,  see  special  supplement  to  this  issue. 


Market  researchers  in  Britain  are  literally  looking  into  garbage  cans  and  refuse  heaps. 

It's  not  as  wild  as  it  sounds.  Associated  Tele-Vision,  a  Midlands  tv  contractor, 
has  commissioned  A.G.B.  Research  Ltd.  to  conduct  a  weekly  "audit"  of  1 .000  British 
garbage  cans  to  see  what  the  typical  housewife  is  buying. 

A.G.B.  Research  is  encouraging  panel  households  to  put  discarded  tiu>.  packets 
and  wrappers  in  a  special  container  provided  for  the  purpose.  From  these,  research- 
ers will  build  a  picture  of  housewife  buying  preferences. 

This  information  will  be  passed  to  British  advertisers  and  agencies  buying 
time  on  British  commercial  tv.  and  can  serve  as  a  spot  check  on  tv-created  sales 
results. 


oo 


SPONSOR  26  august   1963 


GREATER* 

Wheeling-  Steubenville 
Ohio  Valley  Market 

*  GREATER 

because  WTRFTVs 
NEW  TALLER   TOWER 
has  replaced  our 
old  smaller  tower 
Note  these 
impressive  NEW 
WTRF  TV  market 
area  figures  .  . 

529,300 
TV  HOMES 


$5,369,000,000 
TOTAL  SALES 


It  all  adds  up 
to  profitable 
results  for 
advertisers. 
For  WTRF-TV 
availabilities, 
call  VP  Bob 
Ferguson  or  SM 
Cy  Ackermann. 
Area  Code  304. 

32-7777. 
National  Rep., 
George  P. 


Equipped  for  network  color 

WHEELING,  WEST  VIRGIN!/ 


;l$MNS0R   L'h    u  ,.(  m    |'u,; 


MAXIMUM  RESPONSE 

-that's  advertising  efficiency. 


WBAL  T  V,  BALTIMORE 

"MARYLAND'S  NUMBER  ONE  CHANNEL  OF  COMMUNICATION* 


NATIONALLY  REPRESENTED  BY  EDWARD  PETRY  &  CO  ,  INC. 


SPONSOR 


26  AUGUST  1963 


// 1  were 

running  the 
neiworli  at/aitt  •  •  .  *" 


A  commentary  on 
the  birth,  growth 
and  future  of 
television, 
collected  via  a 
tape-recorded 
interview  with 
Sylvester  L. 
"Pat"  Weaver 


Ii  w>  one  in. in  can  embodj  the 
business  <>l  telex  ision,  thai  man 
is  S)  I\  ester  I .  "Pat"  \\  e.i\  er. 

(  nireiitK  head  ol  the  Mc(  !ann- 
Erickson  outside-the-I  S  advertis- 
ing empire,  l'.it  Weaver  looks  .it 
today's  t\  with  .i  clear,  critica]  hut 
hopeful  eye. 

In  ,i  recent  tape-recorded  inter- 
view -    presented   here   in   largely 

unedited  form-  Weaver  t.ilks 
Prank])  about  success  and  failure 
.it  the  network  polic]  level.  From 
unrivalled  experience,  he  analyzes 
the  role  ol  agency  and  client,  and 
suggests  where  the  most  profitable 

future  uses  ol   the  medium  m.i\    lie. 

The  <|uestic>ns  and  answers  follow. 
(J:  )  mil -r  one  of  the  i<u  peo- 
ple  who Ve  hrhl   major   position* 

ni  agency,  client  ami  network 
level*  Do  you  believe  there* i  »n 
contmon  ground  where  theet 
three  interest*  ran  meet  without 
dashing  violently? 

\   The  interests  "I  .ill  three  must 


SPONSOR    26    \>  i.i  s, 


be  operated  with  professional 
knowledge  "I  the  three  fields.  In 
t.n  t.  I've  .ilw ,i\ s  given  credit  t"i  the 
success  I  had  .it  \  h<  during  eight 
program  seasons  to  the  In  t  that  I 
had  been  .i  client  for  nine  years, 
running  one  ol  the  biggest  compa- 
nies in  the  country  in  terms  ol  ad- 
\  ertising  needs,  and  that  I  bad  1- 

the  he. id  o|  .1  top  agen<  \   twice,  OVCT 

.i  period  ol  years,  running  radio  and 
telex  ision    programing    for    i  lit 
who  had  wider  needs,  is  againsl  the 

period    w  hen    1    w  .is    ,i    i  lient      w  ith 

\meiH  .in  Tobai       l  en, 

our  needs  were  not  i  omparabli 

the   needs  ol    the   total    industix      In 

the  agency    field   x"u   learn   n 
about  that. 

^>:  Do  you  feel  advertising  ex- 
ecutive* resist  neu  ideas? 

\    I   started  out  in  r.i< !i< •.  .is  .t 

w  liter,    in    the   d.i\  s   w  hen   the   1 

pist  getting  under  \> 

including    adv<  usefulni 


ON:  THE  TROUBLE  WITH  PEOPLE 
"The    trouble    with    most    people    in    our 
business   is    that    they    believe    only   one 
way  works  and  that  the  other  does  not'* 


ON:  HOW  TO  BE  A  TOP  PERSON 

"fit     proyratniny    and    manayement     you 

start    with    whaVs   yood    for    the    buyer; 

knowiny  this  has  been  my  seeret  weapon" 


*Tv  has  far  from  exhausted  its  advertising  usefiilne 


WEAVER     continued 

and  so  I  knew  what  we  had  tried 
out,  what  we  needed,  what  we  must 
have.  I  had  professional  knowledge 
from  top  management  positions  in 
all  of  these  fields  to  guide  me  in  de- 
ciding what  could  be  done  to  help 
business  more  usefully,  which,  after 
all,  is  the  only  place  you're  getting 
any  revenue. 

If  you  don't  know  how  to  serve 
the  business  interests — and  most  of 
the  innovations  I  got  started,  I 
started  by  knowing  what  would  be 
effective  for  advertisers,  in  spite  <>l 
the  fact  that  man\'  of  them  and 
their  agencies  didn't  believe  they'd 
work,  but  this  is  a  matter  of  con- 
flict of  opinion  in  problem-solving 
that  goes  on  all  the  time.  There's 
always  a  fight  going  on  between 
those  who  want  to  go  on  doing  it 
(lie  way  they've  been  doing  it.  .ind 
those  who  want  to  do  it  in  a  new 
way  and  the  new  way  usually  wins. 


Q:  There  ivere,  at  the  time  you 
were  making  your  innovations, 
those  who  protested  that — for  ex- 
ample— you  couldn't  put  on  a  tv 
show  at  7  a.m.  because  no  one 
would  look.  But  wasn't  there  also 
a  major  difference  —  and  won't 
there  always  be  this  division  — 
between  clients  who  believe  they 
must  retain  control,  and  the  net- 
works ? 

A:  Xo,  I  don't  believe  SO.  The 
basic  needs  of  advertisers  vary 
greatly.  Some  of  them  have  great 
need  for  program-association 
values.  Take  someone  1  worked 
with,  really  from  the  beginning,  at 
Y&R — Jack  Benny.  Jack's  success 
as  a  salesman,  in  moving  goods,  first 
for  General  Foods  and  then  Amer- 
ican Tobacco,  was  absolutely  in- 
credible. 

When  you  go  to  the  magazine 
concept,  which  is  also  extremely 
valuable  to  many  clients,  you  lose 
this.  There  should  also  be  available, 


to  big  trademark  advertisers,  wh 
have  exploitation  and  promotio 
needs,  program-association  value 
that  have  this  explosive  kind  of  sell 
ing.  And  I  think  there  always  wi 
be  a  need  for  that.  Now  there's  n 
conflict  between  that,  and  mei 
chandising  on  a  scatter-plan  wher 
you're  getting  circulation  an' 
reach;  you're  not  having  someon 
associated  with  your  product. 

These  are  different  ways  of  sel 
ing  but  they're  not  mutually  exclu 
sive.  The  trouble  with  people  in  oi 
business  is  that  they  believe  on! 
one  way  works  and  the  other  do< 
not. 

Q:  Do  you  believe  there  at 
many  different  ways  of  selling  o 
televisitm? 

A:  All  the  success  I'm-  had.  ai 
certainly  the  first  thing  I'd  do  if 
were  back  wholly  and  complete 
in  the  programing  business,  won 
hi-  to  determine  how  close  to  utili 
ing  the  full  range  of  usefulness 


26 


SPONSOR   26    u  Gl  si    l!M 


ON:  TYPES  OF  TYCOONS 

"It's  <i/u«ii/\  «  fiofif.  Oil!  ffi«"  rral  |»rol>- 
f«*in  is  l/iol  I  fir  prrariil  iiiiiiiii(|i'iiicmI  of 
I  fir       iH'fv      orrii'f       off  irrli\i»M/-orinilr«r* 


ON:  WHY  THE  SPARKLE  GOES  FLAT 

"W  hat  /in  ;ifM'it\  is  tiioilf/  /><•<»/»/<•  «/«>(  <*OH<//lf 
ill  (lie  miff  miff  iriiuf  up  not  fioriiii/  (fir 
kind  of  job  thou  urofioofi/  rofr  on  iiirrif" 


.* 
I 


ml   not  «  iioji^Ii   is  Im'Iii«>   aBoim-   lo   il<kvis«'   new  (orms  .  . 


(lie  medium  advertisers  were,  and 
wli.it  tonus  with  new  productivity 
tlu\  could  support.  We  then  would 
■eve  increasing  use  and  increasing 
fiu.iiHi.tl  support  for  the  medium 
from  new  sources  because  ol  new 
uses  1>\  the  .id\ ertisers,  w  hich  would 
enable  the  programing  people  to  do 
more  innovations,  to  do  more  crea- 
tive work 

This  lias  always  worked  this  w.i\ 
in  radio  and  t\ .  its  always  a  fight, 

hilt  the  real  problem  is  that  tin- 
present  managements  of  the  net- 
works are  not  advertising-oriented, 
whereas  m\   management  at  NBC 

was  made  up  ot  eight  or  nine  men. 
all  ot  whom  had  run  the  big  agen- 
cies and   had  done  the   programing 

business  in  radio.  We  knew  our  pro- 
prams  had  to  make  sense  lor  the 
man  who  paid  the  hill.  Our  plans 
were  based  ,.n  serving  the  client. 

(J:  II  us  llml  nlnavs  in  the  hist 
interests  of  the  network,  its  af- 
filiates,   mill    viewers? 


\    There's   no  conflict   between 

what  the  client  needs,  wh.it  the 
public  needs,  what  the  station 
needs,  what  the  nation  needs    Man 

agement  has  to  evaluate  what  these 
various    needs    are,    including   the 

needs  ot  the  creative  community — 
the)   hav  e  needs,  too 

But  you  start  with  the  advertiser 

1m  (  aus(     that's    w  here    \  our    inone\ 

comes  from.  The)  're  not  primary . 
they're  secondary,  because  it  you 
run   tin-  thing— ii    you're   manage 

ment — you're  in  the  position  ot   tin 

man,  Ochs  or  Sulzberger  at  the  New 
York  Times,  who  said  "Well  run  a 
great  new  spaper,  and  it  we  do.  we'll 
he  supported  l>\  advertise)  s 

()t  course,  thej  were  in  a  conven- 
tional business:  in  telex  ision  we  had 
to  keep  trying  to  open  up  new 
tonus  \nd  there  are  mam  things 
winch  advertisers  could  have  work- 
ing for  them  which  are  not  pres- 
ent!) available,  hut  which  will  In-. 


(J:  (  mi  you  elaborate  on  thai 
last  point? 

\     \\  ell,    lor    instaiii  e,    M'li   c  an  t 
buy  air  billboards.  We  went   mi" 
tin    Monitoi    con<  ept   on   radii 
give  tin  in  exa<  th   that,  tor  .u\\<  i 
tisers  who  wanted  high  frequency 

and  continuity   and  reminder  ad 

rising.  Hut  there  are  man)  w a\ s  <>t 
handling  air  billboards,  whit  h  i  ould 
be  put  into  programing  operation. 
\\  i  need  seasonal  Fi 'ims  tor  ad- 
vertisers who  can't  afford  continu- 
ity   but   w  ho  need   power     it   |  |  itain 

times  ot  the  j  •  .11  at  <  Ihristmas  and 
at  bat  k-to  s(  hool,  and  at  I  isti  i  and 
at  Mothei  s  I  )a)  and  lather's  I  Hi) 
You  could  build  all-night  special 
programs  with  drop-in  minutes  tor 
smaller  advertisers  who  have  tins 
kind  ot  a  need  Tins  has  been  flirted 
with,  but  again  it's  not  part  oi  the 

struc  hire  and   It    should  l>e 

["here  is  no  pla<  e  tor  people  who. 
at  a  reasonable  lost,  would  like  to 
Please  turn  /. 


SPONSOR   L'ti 


U  (.1   s| 


Radio  outlet's  new  sales  slant: 

Dallas  pitch  stirs  N.Y.  admen 
with  market  facts 


Am  w  radio  market  presentation 
is  drawing  more  than  usual  at- 
tention from  Madison  Avenue.  Un- 
veiled for  the  first  time  to  both 
agencies  and  advertisers  in  the  past 
ten  days,  "Dallas,  the  anatom)  of 
a  market.-'  has  drawn  such  com- 
ments such  as: 

"This  is  one  of  the  most  outstand- 
ing presentations  of  its  kind  ever 
made.  I  am  particularly  impressed 
with  its  qualitative  approach  which 
really  pinpoints  audience.  Research 
matter  may  not  he  absolute,  but 
neither  is  that  from  Nielsen,  Pulse 
or  AHB,  and  it's  every  bit  as  re- 
liable as  theirs.  The  manner  of  pre- 
sentation is  new  and  unusual,  in 
that    it    tries    to    interpret    data    in 

Sparking  new  presentation 
Guiding  spirit  of  new  Dallas  market  pre- 
sentation is  that  nl  KVIL's  Esther  Rauch 


terms  a  potential  buyer  would  be 
interested  in,"  says  Douglas  Burch, 
media  director  of  P.  Lorillard. 

From  Dick  Shepard,  media 
broadcast  supervisor  at  McManus, 
John  and  Adams.  "A  presentation 
that  that  will  be  of  great  value 
both  to  sponsors  and  to  agencymen. 
It  seems  to  be  a  sincere  attempt  at 
defining  a  market  which  clearly 
needs  definition.  Ratings  often  fail 
to  show  that  a  station  can  and  is 
reaching  important,  specialized 
segments  of  the  public;  this  kind 
of  market  research  brings  to  light 
what  ratings  ignore.  They've  done 
a  wonderful  job  of  it." 

Created  by  Esther  Rauch,  sales 
development  director  at  KYIL. 
Dallas,  for  the  station,  the  presenta- 
tion includes  data  on  five  areas: 
population,  economic  growth,  social 
data,  marketing,  and  audience  re- 
search. A  sixth  part  tells  about 
KVIL,  its  programing,  production, 
commercial  policy  and  results. 

In  defining  the  Dallas  area,  two 
different  means  have  been  used. 
They  are  the  eight  geographic  di- 
visions used  by  the  Dallas  Power 
and  Light  Company  and  the  Postal 
Zone  Guide  which  is  used  for  re- 
finement   of    demographic    data. 

Utilizing  the  I960  Census  fi<jures. 
the  market  study  gives  detailed 
breakdown  of  growth  in  each  area. 
With  this  as  a  starter,  full  details 
of  new  dwellings  constructed  as 
compiled  by  the  l'ni\  ersit)  of  Texas 
Bureau  of  Business  Research,  in- 
cluding the  average  cost  per  dwell- 
ing unit,  show  growth  since  1960. 

Income  analysis  is  based  on  the 
Dallas  Power  c\-  Light  districts,  and 
then  lor  each  of  the  Dallas  postal 
/ones,  the  average  number  of  fam- 
ilies and  average  income  are  re- 
ported. 

I '"  relate  growth  to  other  popu- 
lation characteristics,  median  schools 


years  for  each  of  the  counties  is 
added,  together  with  breakdowns  of 
various  ethic  groups. 

Further,  data  is  provided  on  car 
ownership  in  the  Dallas  market,  in 
addition  to  tho  number  of  grocery 
outlets  of  four  major  chains  in  each 
of  the  postal  zones. 

With  a  composite  picture  of  the 
various  areas,  the  KVIL  study  then 
notes  a  number  of  audience  studies 
it  has  prepared  coinciding  with  the 
previous  information  shown.  Two 
of  the  studies  were  conducted  by 
the  Merchants  Retail  Credit  As- 
sociation among  differing;  income 
groups:  $35,000  and  over  and 
among  the  $4,000  to  $8,000  income 
families.  The  third  studv  covers  re- 
sponse from  listeners  for  a  diet 
booklet  while  the  fourth  study  deals 
with  attitudes  and  habits  of  students 
on  the  Southern  Methodist  Uni- 
versity campus. 

The  puqiose  of  the  first  study  was 
to  determine  relative  popularity  of 
radio  stations  among  the  upper-in- 
come group  in  Dallas  and  used 
2,200  named  in  the  top  rated  "I" 
credit  classification  people  general- 
ly 40  to  60  years  old.  The  second 
survey  by  the  association  was  con- 
ducted in  their  "V"  classification, 
people  generallv  23  to  30  \  ears  old, 
with  the  $4.000-$S.OOO  income. 

The  third  study  on  the  booklet 
response  was  tabulated  directly  to 
the  Postal  Zone  system,  and  pin- 
pointed KYIL's  appeal  in  particular 
income  groups.  Again,  data  was 
shown  for  each  zone,  enabling  the 
station  to  provide  advertisers  and 
agencies  with  information  related  to 
the  various  other  breaks  previously 
cited. 

Through  the  use  of  a  multi-col- 
ored plastic  overlay,  the  advertiser 
is  able  to  tell  at  a  quick  glance 
where  the  station  is  strongest  or 
weakest,  by  income  and  other  fac- 
tors. 

The  concluding  section  reports 
on  KYIL's  commercial  policy,  in- 
cluding the  number  of  announce- 
ments allowed,  its  one-rated  policj 
etc.  The  station  also  expresses  its 
belief  in  editorializing,  presenting 
examples  of  the  type  of  material 
used.  Other  reports  include  in  for-  i 
mation  on  news,  stock  market  re- 
ports, music,  and  in  conclusion,  ad- 
vertisers and  agencies  usin<j,  KYIL 
arc1  cited  under  a  section  titled  "Re- 
sults." ^ 


SPONSOR /26  august  1963 


Boy-and-dog  formula  succeeds 

Five-part    l.u^i,-   cliffhangei   televised    in    the    L962-63    season    boosted    the    veteran    si 
national  ratings,  I>nt  tli<    regional  ratings  varied  From  .1  25  i"  a    l)  in  special   Altll  stud) 


VIEWING  VARIES  REGIONALLY 


Do  favorite  program  typ<  s  vary  in 
different  parts  of  the  country?  Dr. 
John  H  Thayt  1  of  W»/>  has  prepar- 
eil  an  analysis  of  program  prefer- 
cm  t  s  for  sponsob  hy  region . 
Anions  interesting  findings;  Action 
Adventure  shows  get  but  a  _  >'• 
audience  s/«/rr  in  the  Northeast, 
tgainst  a  ;/'.  share  in  East  South 
Central  States.  On  the  other  hand. 
'■'  rns  get  a  283  slum  m  the 
Middle  Atlantic  States,  in  compari- 
son  with  a  t<r.  share  in  the  West 
South  Central  area    see  map  / 


By  DR.  JOHN  R.  THAYER 
/ .  -  hnical  <hr. ,  ?,.;  of  Vfarifci  t  Reports  and 
nil  Tabulations,   IRB 

\  critical  anal) sis  oi  .ill  nighttime 
prom. mi  types  shows  an  amazing 
similarity  between  likes  and  dis 
likes  ii|  TV\  iewers  From  cue  section 
nt  the  country  to  another.  Tastes 
are  similar — hut  not  always. 

In  .in  attempt  to  develop  .1  na- 
tional "profile"  "t  program  types. 
all  nighttime  network  TV  programs 

6  (hi  I'M  to  11:15  I'M.  New  ¥ork 

time  |      telet  ast      during     the      \HH 

February-March  surve)  period  were 
analyzed  and  classified  according 
to  content.  While  a  verj  small  num- 
ber ot  programs  defied  1  lassifi<  a 
t ion.  all  of  those  analyzed  99  Fell 
e.isiK  into  one  ot  the  Following 
categories.  The  leu  "specials"  and 
"mi(  lassiliahles '   were   disregarded 

tor    purposes    of     this    stud)     mum 
their  total  number  was  ot   ii"  meat 

consequence.    The   program   types 


developed    and    the    numba     "I 
shows    Falling    within    each    type 

were: 

Action    adventure    7 

\llillelu  e    P.lltK  Illation        J 

(  .11  ti "  'ii  ( !omed)  J 
Children's  Drama  I 
Corned)  Variet)      I 

(    I  line  I  Vtei  ti\  e      5 

I )ik  umentar)      I 

l  .  ..hire  Films 

I  •  line    Panel       "> 

<  ■■  iieial  I  )i  .1111.1 — hour 

<  •<  neral  Drama — half  hour      1 

(.en.  ral  Vari<  t) 
Musi.  \  .11  iet)      \ 
News    6 
Public  yfairs    6 
Situatii 'ii  (  ■  imed)     22 
Sports  |.\ ,  nts     J 

Sllsp.   lis,      1  )|allla        J 
Westerns        111 

Next,   the   countr)    was   divided 
into  nine  regions,  as  defined  1>\  the 


sponsor  26   mci  si    1 


VIEWING  VARIES      continued 


I  S.  Bureau  of  the  Census.  Within 
(  ach  "I  these  regions,  three  markets 
were  chosen,  each  containing  three 
commercial    stations    representing 

the  three  networks  (See  Figure  1). 
Onl)  "3-Station"  markets  were  con- 
sidered; therefore,  Alaska  and  Ha- 
waii were  eliminated  since  there 
are  no  3-station  markets  in  either 
state.    In   each  of  the  nine  regions, 


For  example,  let's  say  that  at  8 
PM  in  the  Market  "X"  metro  area. 
60,000  of  the  100,000  TV  homes. 
have  their  sets  timed  to  one  station 
or  another,  and  that  30,000  of  these 
are  viewing  Station  "A."  This  means 
that  (1)  60%  of  all  homes  have 
their  sets  in  use,  (2)  30%  of  all 
homes  [rating]  are  timed  to  Sta- 
tion "A,"  and  (3)  50%  of  all  viewing 
homes  [share]  are  timed  to  Station 
"A." 

At  11  PM,  however,  let's  sav  that 


Dr.  John  Thayer 

A  technical  director  of  market  reports  and 
special   tabulations  for  the   American 
Research  Bureau  since  1960,  Dr.  Thayer 
was  previously  a  producer-writer  with 
Comstock  &  Company  in  Buffalo,  New  York. 
While  working  toward  his  doctorate  in 
television  and  radio,  he  taught  speech  at 
Ohio  State  University  from  1956  to  1959. 
and  was  with  WCSH-TV,  Portland,   Maine 
from  1954  to  1956.  Dr.  Thayer  is  married 
and  the  father  of  two  children.  He  is  an 
amateur  photographer  and  hi-fi  buff.  His 
favorite  television  program:  "Bonanza." 


the  markuts  were  chosen  ( 1 )  as 
far  apart  geographically  as  possible, 
and  (2)  with  the  least  possible 
amount  ot  competition  from  neigh- 
boring markets  which  "share" 
metro  viewing  in  the  areas  under 
study.  In  three  regions  (  New  Eng- 
land, East  South  Central  and  Paci- 
fic), all  existing  3-station  markets 
were  studied  since  there  were  only 
three  such  markets  in  each  case. 

Because  of  apparent  scheduling 
problems,  programs  were  sometimes 
not  telecast  at  the  same  time  from 
market  to  market.  This  may  have 
caused  an  overall  increase  or  de- 
crease in  a  given  program's  audi- 
ence had  it  been  telecast  as  sched- 
uled in  the  original  network  lineup. 

I'm  purposes  of  this  analysis, 
both  rating  and  share  of  audience 
data  were  compiled.  While  rating 
data  are  extremely  valuable  tools 
in  determining  competitive  pro- 
graming trends,  they  do  not  tell  the 
complete  story,  the  reason  being 
that  a  rating  is  always  calculated 
using  the  same  "base" — total  metro 
I  \  homes.  \  share,  on  the  other 
hand,  has  a  constant!)  changing 
base — total  metro  TV  sets  in  use  at 
the  specified  time  iii  question. 


the  sets-in-use  figure  has  dropped  to 
40,000  (40%).  At  the  same  time,  the 
viewing  audience  to  Station  "A"  has 
dropped  to  20,000  (20%).  While 
the  rating,  then,  has  dropped  from 
a  30  to  a  20,  the  share  has  remained 
the  same— 50%— since  20,000  of  the 
40,000  viewing  homes  arc  still 
watching  Station  "A." 

An  examination  of  Figures  2 
through  1  1  shows  that  the  average 
rating  for  each  program  type  is  also 
accompanied  by  the  corresponding 
share  which  that  rating  represents 
to  the  whole  (  total  viewing  audi- 
ence |. 

All  things  being  equal,  the  aver- 
age share  for  all  program  types 
combined  within  each  Census  Re- 
gion hypothetically  would  have 
been  33M%  since  3-station  markets 
were  used  in  all  cases.  However, 
since  ( 1  )  there  was  a  small  amount 
ol  viewing  to  "outside"  stations 
within  some  of  the  markets.  (2) 
some  ot  the  programs  were  not 
shown  at  their  regularly  scheduled 
time,  and  ( 3 )  a  small  number  of 
"specials"  and  unclassifiables"  were 
not  included,  it  will  he  noted  in 
Figures  3  through  11  that  there  was 

a  slight  variation  from  this  hypo- 


thetical average  within  some  of  the 
markets.  However,  the  overall  aver- 
age for  "all  types  combined"  for 
the  total  U.  S.  was  very  close  to  the 
33).i%  average  (See  Figure  2). 

Still  thinking  in  terms  of  the 
entire  U.  S.,  and  using  "20"  as  the 
average  rating,  and  "33"  as  the 
average  share,  it  is  very  easv  to 
determine  those  program  types 
where  the  viewing  audience  was 
"above  average"  and  "below  aver- 
age." In  relation  to  ratings,  this  is 
the  rundown  for  the  19  types  in 
question: 

Above  average 

Audience  Participation 
Cartoon  Comedy 
Children's  Drama 
Comedy  Variety 
Feature  Films 
Came  Panel 
( General  Drama — hour 
General  Variet) 
Music  Variety 
Situation  Corned} 
Westerns 

Below  ai crane 
Action  Adventure 
Crime  Detective 
Documentary 

General  Drama — half-hour 
News 

Public  Affairs 
Sports  Events 
Suspense  Drama 

The  same  general  trends  occur- 
red in  the  case  of  share  of  audience 
data,  with  three  exceptions — Car- 
toon Comedy,  Music  Variety  and 
Situation  Comedy.  The  average 
shares  for  these  types  cither  equal- 
led or  were  slightly  lower  than  the 
average  share  lor  all  types  com- 
bined. 

The  one  program  type  which 
seemed  to  shine  somewhat  brighter 
than  most  others  was  Children's 
Drama,  with  an  average  rating  for 
all  27  markets  combined  of  33,  and 
a  share  of  57'..  This  parteular  type 
will  be  discussed  in  detail  in  later 
paragraphs. 

I  Editor's  Sole:  During  the  peruM 
surveyed  by  Dr.  Thayer.  Lassm 
the  only  program  included  in  this 
classification,  ran  a  fire  part  scries 
titled  "Journey."  The  series  attract- 
ed unusually  high  ratines  for  the 
show.  /"("'  further  information  on 
the  scries,  see  Sponsor.  3  June  1963, 
page  26.]  continued 


10 


SPONSOR    L'(»    u  (.1  si    196  I 


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SPONSOR   26    \i  ci  m    1963 


FIGURE  1 


TV  MARKETS  STUDIED  BY  U.  S.  CENSUS  REGIONS 


NEW   ENGLAND 


PACIFIC 


WEST  SOUTH   CENTRAL 

How  ARB  divides  U.S.  into  viewing  regions 

Study  on  which  this  article  is  based  used  nine  major  U.S.  regions,  and  within  each  three  selected  markets  to  give  cross-section  of  27 


VIEWING  VARIES     {continued) 

Comedy  Variety  (Red  Skelton, 
Jack  Benny  and  Jackie  GJeason) 
made  an  excellent  showing,  too, 
with  a  31  rating  and  a  46  share  in 
all  markets  combined. 

General  Variety  (Garry  Moore, 
Jack  Paar  and  Ed  Sullivan)  man- 
aged a  rating  of  26  and  a  corres- 
ponding share  of  43.  Close  on  its 
heels  were  feature  films  (Monday 
Night  at  the  Movies,  Saturday  Night 
at  the  Movies  and  Sunday  Night 
Movie)  which  were  credited  with 
a  rating  and  share  <>!  25  and  36 
respectively. 

The  remaining  types  with  "above 
average"  ratings  were  very  similar 
to  one  another: 

General  Drama — hotir — ( rating. 
21;  share,  35).  Here  were  intituled 
programs  such  as  Ben  Casey,  Dr. 
Kildare  and  Dick  Powell. 

Westerns  (rating.  22;  share,  34). 
The  ten  programs  analyzed  here 
included  the  familiar  Bonanza, 
Gunsmoke  and  Rawhide  favorites. 

Situation  Comedy  I  rating,  22; 
share  33).  This  particular  category 


32 


claimed  more  shows  ( 22 )  than  any 
other  program  type  .  .  .  shows  like 
Andy  Griffith,  Dick  Van  Dyke  and 
Mister  Ed. 

Cartoon  Comedy  (rating,  21; 
share,  32).  The  two  programs  mak- 
ing up  this  type  were  The  Flint- 
stones  and  The  Jetsons. 

Audience  Participation  (rating. 
22;  share,  39).  The  Price  Is  Right 
and  Password  were  analyzed  here. 

Game  Panel  (rating,  23:  share. 
38).  This  type  included  old-timers 
such  as  To  Tell  the  Truth,  I've  Got 
A  Secret  and  What's  My  Line. 

And  finally,  Music  Variety  (rat- 
ing, 22;  share,  33).  This  type  was 
made  up  of  Perry  Como,  Andy  Wil- 
liams, Sing  Along  with  Mitch,  and 
Lawrence  W'clk. 

Going  in  the  other  direction  Pub- 
lic Affairs  received  the  lowest  aver- 
age rating  in  the  27  markets  an- 
alyzed. Figure  2  shows  that  its  rat- 
ing was  8  along  with  a  correspond- 
ingly low  share  of  16.  Meet  the 
Press.  Brinkley's  Journal,  and  CBS 
Reports  were  among  the  programs 
falling  into  this  category. 

Also,  "below  average"  program 
types  included: 


Documentary  (rating.  12;  share, 
25).  Circle  Theatre.  Winston  Chur- 
chill and  Twentieth  Century  were 
included  here. 

Sports  Events  (rating,  13;  share, 
26).  Making  up  this  type  wen 
Wide  World  of  Sports  and  Fight 
of  the  Week. 

News  (rating,  13;  share,  32). 
This  program  type  enjoyed  a  some- 
what higher  share  than  did  other 
program  types  with  similar  ratings. 
Represented  here  were  programs 
such  as  Huntley-Brinkley,  CBS 
News,  and  Ron  Cochran. 

General  Drama — half-hour  .  i.it- 
ing,  14;  share,  22).  It  is  interesting 
to  note  a  substantial  7  rating-point 
difference  between  half-hour  and 
hour  versions  of  General  Drama. 
Some  of  the  programs  falling  into 
this  category  were  Loretta  Young 
The  Lloyd  Bridges  Show  and  G.  E. 
True. 

Crime  Detective  (rating.  18; 
share.  29).  The  hour-long  shows 
making  up  this  type  included  l'n- 
touchables,  Naked  City  and  Perry 
Mason. 

Action  Adventure  (rating.  19; 
(Please  turn  to  page  59) 

SPONSOR  26  august  1963 


Local  retailers  score  big  in 
ambitious  prime-time  revue 

Group  of  shopping-center  merchants  make 

first  and  full  use  of  Omaha  tv 

with  show  saying  'thanks'  and  'come  on  in' 


Gi  1 1 1\(.  retailers  into  t\  isn't  r.is\ 
( hu   reason:  the  t\  pe  and  posi 
t  u  m  ut  time  that's  usuallj  available 

is   limited. 

I  [owever,  an  unusual  prime-time 
presentation  in  Omaha,  Neb.,  shows 
there's  still  room  foi  imagination  in 
merchandising  .it  the  local  and 
regional  level. 

("licnts  were  a  group  of  mer- 
chants \\lii>  make  up  a  shopping 


i  entei  named  (  i  luntr)  sul<   \  illage. 

I  he  \  iIik  le  u  .is  .1  one-hour 
showcase  "I  Nebraska  varierj  tal 
cut.  The  slum  went  on  In  e,  nol 
live-on-tape  .  between  9  and  1<> 
pin.  on  .1  Thursdaj  nighl  earl) 
tins  month. 

The   producing   station   w  .i  s 
kl  l\     \H(    TV  affiliate  in  Omaha 

k  l  l  \    pi<  ked  ii])  the  showi  ase 
idea  from  .1  bev)  ol  strong-minded 


Hour  long  show  is  test  of  station's  production  facilities 


Omaha    women    who    believed    .1 
professional  airing  would  I 

|. 'i  l<><  .il  singei s    perfoi mi  is    musi 

i  I. Ills.    .111(1    ll.UH  ■ 

( .1  in  1.1I  managei  ( •■  m  I  hi  imas 
reed  and  the  programing  and 
s.ilis  departments  swung  into 
tion  Sales  executive  Willie  Wilson 
made  .1  sale  on  Ins  first  presentation 
to  .1  music  store  in  ( lountrj  side  Vil- 
lage. This  led  him  to  the  treasuri  1 


p.  it. 


riniTs    wi-ii     11 


ivolved   in  professional   showcasi    requiring    lirectoi    Kouris'  marshalling  ol   two  studios  and   1 


■• 


t 


Everything  goes  well  on  "The  Night" 

station's  decision  to  bump  prime-time  net  program  was  justified  by  success.   (Below) 
Children's  personality  "Crackers"  helped  to  promote  anniversary   sale  tor   merchants 


Local  Retailers  continued 

of  the  Village  Merchants'  Associ- 
ation who  set  up  a  meeting  of  all 
retailers  in  the  center. 

The  Villages  10th  anniversary 
was  upcoming,  and  retailers  agreed 
to  celebrate  by  cooperative  sponsor- 
ship of  Countryside  Capers.  In  ad- 
dition, the  hope  was  that  a  local  tv 
spectacular  could  help  broaden  the 
center's  trading  area. 

Meanwhile,  back  at  the  station, 
producer-director  Peter  C.  Kouris 
was  putting  together  a  show  which 
evolved  (despite  its  pastoral  title) 
into  a  song-and-dance  tour  of  musi- 
cal   Broadway. 

Carrying  the  beat  along  were  a 
13-piece  band,  16  dancers,  six  sing- 
ers and  eight  assorted  performers. 
Facilities  were  stretched  on  the 
night,  in  a  two-studio,  four-camera 
relay. 

Prior  to  broadcast,  the  station's 
film  crew  also  was  called  in  to  pre- 
pare three  two-minute  commercials. 
Cameras  went  on  tour  of  the  Vil- 
lage's stores,  giving  merchants  the 
chance  to  thank  their  customers  for 
a  decade's  patronage.  The  KETV- 
lensed  film  spots  also  got  in  visual 
plugs  for  some  of  the  center's  assets, 
such  as  easy  and  plentiful  parking 
space. 

Anniversary  sale  included 

Tied  in  with  the  show  was  an 
anniversary  sale,  which  in  part  was 
promoted  by  Crackers,  the  station's 
children's  personality. 

How  did  it  all  turn  out?  There 
were  record  crowds  at  the  shopping 
center. 

More  importantly,  in  the  view  of 

association  official  Mrs.  Donald 
King,  three-quarters  of  the  sale 
customers  were  people  from  outside 
the  area. 

"This  is  what  we  want."  she  said, 
"New  laces.  All  had  good  comments 
on  our  show.  Of  course,  because  we 
.ill  held  real  sales  with  genuine  bar- 
gains, we  didn't  make  money.  Hut 
we're  thinking  ahead  to  the  future. 
Many  ot  these  first-time  customers, 
now  that  they've  been  introduced  to 
our  informal  atmosphere,  are  bound 
to  keep  coining  back." 

UTY  reports  that,  though  this 
was  a  first-out  tv  venture  lor  the 
merchants,  prospects  are  good  for 
similar  exploitation  in  the  future.  ^ 


Data  on  spot  tv  expenditures 

now  more  complete,  covers  more  stations 

Rorabaugh  maps  spot  strategy 


Tin  battle  t«M  research  supremacy 
on  competitive  Spot  TV  adver- 
tising expenditures  is  getting  hotter. 
\  I  Rorabaugh  recently  announc- 
ed .1  new  and  expanded  reporting 
gsrvice  due  1  January — the  same 
datctli.it  Broadcast  Advertising  Re- 
ports expects  to  have  its  new  daily 
audio  tape  operation  in  lull  swing. 
Here's  how  the  battle  lines  arc 
draw  u: 

B\l\s  primary  Function  is  to  po- 
lice t\  station  performance,  to  check 
on  the  accuracy  oi  station  affidavits 
relating  to  the  broadcasting  o|  spots 

In    spculu    dates  and  times,  and   to 

check  on  other  infringements  such 
as  triple-spotting  or  adjacency    ol 

competitive  brands  BAB  has  been 
performing  this  function  on  a  spot- 
check  hasis  in  the  |\ist  i  one  week 
pei  month  in  major  markets.  si\ 
or  eight  ut-eks  per  \  ear  in  other 
Smaller  markets  but  now  proposes 
to  monitor   236  stations   in   the  top 

75  markets  ever]  i\a\  ot  the  year. 

With  this  store  ot  monitored  data. 
l\\\\   intends  to  offer,  as  a  In  -pro- 

diu  t  sen  i<  e.  i  ompetith  e  Spot  TV 
expenditure  data  sometime  in  1964 

It  is  this  latter  area  onlv  that  BAB 
ami  Rorabaugh  will  he  competitive 
next  year. 

Rorabaugh,  veteran  in  the  spot 
reporting  field  since  1939,  depends 
on  t\  stations  to  cooperate  with  him 
h\   reporting  their  spot  schedules. 
For  obvious  reasons,  he  cannot  ami 

ioes  not  engagi   in  policing  oi  sta- 

tion  perlormaiH  e 

I  here  are  man\  advantages  to 
stations  cooperating  with  Rora- 
baugh.  Thev   receive   a   tree   sub- 


si  i  iption    to    the      Station     Editii  .n 

oi  Rorabaugh  Report  which,  start- 
ing in  1964,  w  ill  '_u\  e  them  a  de- 
tailed analysis  ot  then  individual 
share  ol  market  in  terms  ot  the 
number  of  Spots  and  programs 
placed  by  each  account  on  eac  h 
station.  Sim  <•  eai  h  account  can  he 
quick!)  translated  into  the  name  ol 
an  agency  and  a  specific  time  1>ii\<  i 
stations  can  pin  point  their  sales 
efforts  where  the\   are  most  Deeded. 

Agencies  use  Rorabaugh  data  in 
the  basic  functions  of  determining 
competitive     advertising     weight, 

media  selection,  and  allocation  ot 
spot  dollars  In  market  Since  ad- 
\eitisers  frequently  seek  to  meet 
or  surpass  the  efforts  of  their  com 

petitors.  agency   use  of  Rorabaugh 

data  serves  to  promote  spot  t\  bill- 
ings. \ho.  Rorabaugh  is  the  ex- 
clusive source  of  all  spot  t\  figures 
used    by     T\  H    in    their    advertise! 

sales  presentations,  ami  all  ston<s 

released  In    T\  M  to  the  trade  piess 

Rorabaugh   expects    to   outshine 

B  Ml  in  the  conipetitiv  e  Spot  I  \ 
data  field  on   three  counts 

►  Experience:  Rorabaugh  has  been 

producing  Spot  TV  expenditure  r< 
ports   tor  agen<  les   and   the    1 1  le 
\  ision  Bureau  ol    Advertising  sin< 
(anuary     1956     II'     produced    his 
first   Spot  TV  reports    w  ithout  <  \ 
penditures,  ba<  k  in  19  is  w  hen  tl 

were    ■  mix     1()    stations    on    the    an 

He  has  a  long-standing  reputation 
lor  keeping  promises,  not  allowing 
station-reported  data  to  he  used 
against  them,  and  lor  getting  out 
his    reports    consistently    on    time 


Veteran  spot  tv  researcher 
\    ( 

finn  tli.it  Iw.irs  Ins 


SPONSOR    _'u    vi  c;i  si     I 


35 


RORABAUGH    continued 


Part  of  tliis  reputation  is  due  to  the 
fact  tluit  Rorabaugh  has  been  fully 
automated  for  several  years,  and 
that  all  of  his  data  processing  is 
performed  l>y  A.  C.  Nielsen. 
>  Completeness:  Rorabaugh  pres- 
ently covers  350  stations  in  220 
markets,  claims  to  have  just  signed 
up  40  more  stations  bringing  the 
coverage  of  his  next  issue  to  some 
390  stations  in  250  markets,  and 
expects  during  1964  to  cover  all 
stations  in  all  markets.  In  other 
words,  Rorabaugh  expects  to  cover 
approximately  4,000,000  hours  of 
station  time  per  year. 
^  Cost:  Whereas  BAR  collects  its 
data  by  an  expensive  procedure  of 
tape  recording  the  stations,  Rora- 
baugh gathers  his  information  from 
station  reports  based  on  copies  of 
their  monthly  invoices  to  the  agen- 
cies, a  far  less  costly  procedure. 
This  is  clearly  reflected  in  the  sub- 
scription rates  of  the  two  services 
for  agencies.  Maximum  cost  at 
Rorabaugh  is  $8,000  compared  to 
about  $40,000  at  BAR.  (The  indi- 
vidual cost  to  an  agency  depends  on 
the  size  of  its  total  broadcast  bill- 
ings.) 

Rorabaugh's  recent  sales  record, 
in  one  month,  has  been  impressive. 
\  1mm  it  25  agencies  (see  list)  have 


already  signed  up  for  his  new  oper- 
ation, including  several  BAR  agen- 
cies such  as  Compton,  Benton  & 
Bowles  and  SSC&B.  Right  now  the 
Rorabaugh  firm  has  about  50  differ- 
ent agencies  (plus  several  brand 
offices  )  using  its  quarterly  expendi- 
ture data,  but  the  new  system  is 
so  different  that  agencies  have  to  be 
sold  all  over  again.  The  cost  hike 
is  rather  small,  according  to  "Duke" 
Rorabaugh,  president  and  founder 
of  the  firm. 

The  purpose  of  the  new  report, 
according  to  Rorabaugh,  is  to  pro- 
vide at  reasonable  cost  more  com- 
plete and  more  accurate  competi- 
tive spot  tv  schedules  and  expendi- 
tures; also  to  present  the  data  in 
such  a  way  as  to  make  the  whole 
thing  simple  and  economical  to 
each  subscribing  agency  when  fac- 
ed with  a  need  to  fill  the  spot  tv 
informational  needs  of  all  his  clients 
— both  present  and  future. 

Rorabaugh  claims  that  use  of  the 
new  contents  and  format  will  result 
in  considerable  savings  of  clerical 
time,  effort  and  expense  at  the  agen- 
cies, rep  firms,  and  stations. 

The  basic  changes  represented  by 
the  Rorabaugh  report  are: 
►  Data  in  the  report,  though  still 
issued  quarterly,  will  be  broken 
down  by  individual  months  of  the 
quarter.  Rorabaugh  maintains  that 
well   over  90%   of  all  competitive 


expenditure  reports  prepared  by 
agencies  for  their  advertiser  clients 
are  produced  either  quarterly  or 
less  frequently  such  as  semi-  an- 
nually or  annually. 
y  Arrangements  have  been  made 
to  spot  check  the  accuracy  of  sta- 
tion reports  and  to  improve  brand 
identification,  via  monitoring  serv- 
ices and  verification  studies  in  co- 
operation with  representatives  and 
agencies. 

►  Monthly  and  quarterly  individ- 
ual brand  schedules  and  expendi- 
tures will  be  grouped  by  product 
categories,  and,  for  the  first  time 
in  the  published  report,  such  data 
for  each  brand  will  be  broken  down 
by  markets  and  stations  (see  chart, 
page  37). 

Many  advertisers  and  agencies 
seem  skeptical  of  the  feasibility  of 
BAR's  competitive  new  research 
proposals. 

Other  points  agencies  believe 
favor  Rorabaugh:  Although  BAR's 
proposal  would  supply  much  more 
data  (for  the  75  BAR  markets), 
there  is  the  question  of  whether 
the  added  knowledge  of  the  broad- 
cast time  and  specific  commercial 
that  appeared,  plus  the  weekly 
breakdown,  is  worth  the  substantial 
cost  difference. 

Also  some  agencies  feel  that  they 
want  to  keep  alive  competition  by 
sponsoring  both.  At  the  same  time 


RORABAUGH  CUMULATIVE  EXPENDITURE  SUPPLEMENT 
(Issued  Quarterly  as  a  Supplement  to  the  Basic  Rorabaugh  Report) 


SPOT  TV  EXPENDITURES  (add  00) 

SPOT  TYPES 

TIMF  CLASSES 

TOTALS 

no. 

DO. 

CODE 

PRODUCT  C»TE0O«T 

MOUTH 

STAS. 

MKTS. 

A 

I 

1 

P 

0 

E 

N 

L 

MONTH 

0TR. 

CUM. 

1301 

CLEANIHS  *  CI.KANSERS 
Gblcatr-P&l  active 
AJ&x 

JIU1. 
POD. 

Mar. 
Ur. 
MM 

4 
4 

4 
S 

6 

:< 
3 
3 
5 
5 

1.1 

1  1 
1.  1 
2.5 

2  5 

1.  1 
1.1 
1.1 
2    5 
2.5 

1.1 

1.  1 
1    1 
2.5 

2.5 

3.3 

3.3 

June 

6 

5 

3.0 

3.0 

.10 

8.0 

11.3 

Procter  A  Oanblr 

Mr     Clean 

Jan. 
Feb 

10 
10 

9 
9 

4.0 

4.0 

4.0 

4.0 

4.0 
4.0 

Mar 

12 

12 

5.0 

5.0 

5.0 

13.0 

13.0 

Apr. 

12 

12 

5.0 

5.0 

5.0 

*V 

8 

5 

3.0 

3.0 

3.0 

June 

8.0 

21.0 

UfiENO 

A  -   40-flO  Ser      AnnoiincwentB 
■    B  -    20-30  Sec.    Hronkn 
I    -   8-10  6*c.     It?* 
P   ■   ProgrMrt 

*    A  new  rcflnf-jHtnt    of  rUta 

0 

■ 

M 

1. 

dm 
Ctrl?  n*. 

Prlar   NicM 
Late  NlcM 

EIPEH0ITU8SS 
Dnllars  ahoan   are 
to  nearest  .1100. 
Phr  einaplr: 

2   5        82*.  500 

A  cumulative  report 

Published  separately  each  quarter 
will  be  an  accumulation  of  brand 
expenditures  by  individual  months 
and  quarters  throughout  the 
calender  year.  Expenditures, 
broken  down  by  types  (announce- 
ments, breaks,  identifications,  and 
programs)  and  classes  of  programs 
(day.  early  evening,  prime  night, 
late  night),  are  shown  for  all 
competitive  brands,  arranged  by 
over  150  product  categories.  The 
"cume"  report  will  be  available  to 
agency  subscribers  at  a 
nominal  additional  cost. 


(6 


SPONSOR    26    m  (.i  m     l%.°> 


oik     i  .111    .11  t    .is    .1    i  lici  k   01    .11  "ill 

piemen!  t<>  the  otha 

1  he  mmiiI.ii  break  dates  l"i  the 
i.m.ik  li  M  i  \  H  is  oi  the  tw  o  in  ms 
in  i  uincidental  Although  b  Mi  an 
noun*  til  i(n  plans  several  months 
Rorabaugh  has  been  working 
mi  Iiin  new  n\  stem  l"i  e> en  longei 

Rorabaugh's  i  hange  "l  researt  li 
depth  and  technique  was  an  out- 
growth nl  requests  l>\  .i  numbei  "I 
in  iin  lni  faster  and  more  com- 
prehensive data  on  wli.it  tin  ii  com- 
pt'tition  u.in  doing.  Those  agencies 
w  hich  expressed  current  and  spe<  i 
Be  needs  were:  BBDO,  Ted  Bates, 
Cunningham  i\  Walsh,  EWR&R, 
Kenyon  i\  Eckhardt,  McCann- 
Erickson,  Norman,  Craig  i\  Kum- 
iii.  I.  and  I    W  .ilt<'i  Thompson. 

\n  .ulilitinii.il  service  under  or- 
ganization bj  Rorabaugh  would 
give  agencies  fast  monthly  informa- 
tion on  what  certain  competitive 
products  are  doing  in  Spot  l\ 
The  system  is  designed  to  suppl) 
data  on  either  new  products  test- 
ing Spot  TV  or  established  brands 
starting  new  campaigns. 

\  .  iu  UN  know .  from  .i  variet)  "f 
sources,  when  a  new  product  is 
being  tested  or  when  -i  new  cam- 
paign gets  underwaj  for  an  estab- 
lished brand,  says  Rorabaugh. 
What  the  agen<  ies  generally  do  not 
know  is  the  extent  of  these  tests 
and   new  campaigns — the  markets 


.mil  stations  iini  il,  and  the    "  tu.il 

ni  In  ilnli  n 

Rorabaugh  will  attempt  t< 
li  1 1  tliiN  t\  pe  "I  data  from  station 
h  |iiini  ni.iii\ in    .mil  |).i\   them  * 
.i  il.i\  l ■ » t  the  '  l<  1 1<  il  w ..ik  in\ olved 
Sim  e  the  i<i  ords  "I  tl"-  station  reps 
ilu  not  identif)  produi  In  w  hit  li  an 
testing  "i  starting  lu-w  campaigns 
.i  monthl)  list  nl  products  agencies 
want    i -In-*  ked    w  ill    be    collei  ted 
from   tin    agem  ies     I  he)    w  ill   I" 
i .  imbined  into  .i  single  list  and  sent 
1. 1  the  reps  w itli  ,t  rep< n ting  form 

Representatives  w  ill  be  asked  to 
send  in  their  reports  one  week  aftei 

the    rinse    i  it    r.u  II    npi  utril    numtll. 

at  w  hich  time  the)  will  be  as 
sembled  bv  individual  products 
quick!)  reproduced,  and  delivered 
tii  agen<  ies.  I !ach  agenc)  w  ill  n 
oeive  and  pa)  for  onl)  the  brand 
repoi  ts  w  hich  it  ordered.  The  cost 
would  run  approxunatel)  $10  pa 
brand  report  times  the  number  oJ 
brands  the  agenc)  wanted  checked 
TliiN  cost  in  based  on  an  actual 
test  whereb)  Ted  Bates  supplied 
its  list  nl  brands  to  In-  che<  ked,  and 
HI. tii  -TV  prm  ided  the  answers  on 
,i  Rorabaugh  reporting  form. 

Subscribers  to  the  Rorabaugh 
IU  pmt  would  be  able  to  use  tins 
sen  ii  e  onl)  w  hen  and  il  the)  need 
it.  It  would  not  be  .t  pari  of  the 
regular  contract 

( 'ontinued  on  pa 


\i  \|on   w.i  \(  ii  s  \<>\s 
SICNI  I)  mm;  I  KFANDI  i>  M  W 
unit  \n  \t  (.ii  sioi   iti  POH  i 

Until  a    I 

I 

/.(//■•  '       "i/x/ru/    hn 

/>'.  n'  |     W  It        liu 

(  ompton    \<h  ln< 

(  unningham  6  \\  alsh,  In* 
John  (     Don  d,  In* 

I  in  in    v 

Ryan    In* 
( .(  u<  i    \U 'a  n   Ballard,  In* 
Ilnli  him   \ih 

(  ompany,  In* 

ki  iii/i'ii  6   I  i  kliurilt .  liu 

li  urn  a  ^    Weweli   l 

I  ml,     I  inhiu   0   (  "11111111111 

MacFarland,    \<  i  yard 

6  (  ompany 
]   M    Matin  t,  Incorporatt  </ 
Inh  motional,  In* 

■in  I.  Im 
Papert,  Km  m     I 
I  I,  '<  her  Richards  ( 'aJJdn 

Hold*  n.  Inc 

In* 
Sullivan,  Stauffi      (  ■  In  <  II  ^- 

Bayl*  j,  Im 
J.  Waltt  r  Tin  ■mi'-      I       pany 
\      S  pany 

Edward  //  Weiss  i?  <     mpany 
}  oung  0  Rubicam,  hi' 


Detailed    analysis 

The  main  part  of  the  report 
consists  <>l  detailed  market  and 
Nt.it ion  analysis  of  tin-  monthl) 
.uhI  quarter!)  spot  t\  schedules  and 
s|>ot  t\  expenditures  oi  all 
competitive  brands  in  all  product 
categories. 

In  other  words,  this  section 
in  addition  to  providing  data  on  a 

monthl)  and  quarterly  basis 

Combines  three  sections  of  the 

present  Rorabaugh  Report  with 
individual  brand  detail  reports, 
which  in  the  past   were  sold 
■eparatel)  b)  individual  categories. 


NEW  RORABAUGH  REPORT 

-ES 
BY  PRODUCT  CATEGORIES.    BY  BRANDS.    BY  MARKETS  a,   ST  I 


art  *  ft> 


sxi  r,  KMMH.I1 


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\»w:  m«j>  ::      a*      m      in         a  e 

\V\.W>\    V  \U  \ 

HUM  a  -  «-«  Ik    <■!  aaraa  n.  c  -  tm  s 


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a  »*»   r«riaiauat  Jf    *al« 


SPONSOR    26    VI  (a  st    1%3 


57 


CHATTANOOGA 


WDEF-TV 

a  much  BETTER  BUY 


NOW  than  last  Fall. 


CHECK     LATEST     ARB     ond     NIELSEN     REPORTS 


HIGHER  RATINGS 


MORE  HOMES 


Greater  Popularity 


WDEF 
TV 


112) 

CHATTANOOGA 


CALL 


«ERT!SING    TIME     S  A  U  E  S.    INC. 


NOW! 


i   SOUTH  BEND-  V 
•ELKHART  IS  THE    '. 

[     68*h  .  !..-- 


\  TV  KrtARKf 


/:'    THEY  MUST       \ 
,--'f    i PRACTICE  A  LOT/,; 


WNDU-TV 

SOUTH  BEND  •  ELKHART 

CALL    VENARD,   TORBET  &  McCONNELL,  Inc. 


38 


TIMEBUYER'S 
CORNER 


Media  people: 
what  they  are  doing 
and  saying 


Colgreene  radio  presentation:  This  was  a  lulu  of  a  luau,  complete  with 
baby  orchid-strewn  tahles,  lei-bedeoked  agency  people,  egg  rolls,  spare 
ribs,  MaiTais,  and  Hawaiian  costumed  McGavrin-Guild-ers.  The  Island 
atmosphere  was  all  in  keeping  with  Colgreene's  first  Western  Division 
station,  KPOI,  and  KPOI-FM  stereo  (Honolulu).  Many  good  words 
were  included  also  for  sister  California  stations  KMEN  (San  Bernar- 
dino-Riverside) and  KMAK  (Fresno).  Key  factor  in  stations  program- 
ing is  an  emphasis  on  public  service. 

CKLW-TV  (Detroit-Windsor)  presentation:  Station  unveiled  its  "Bright 
New  Look"  to  agency  buyers  in  a  series  of  presentations  held  in  New 


* 

E^s^g 

Mm 

'2* 

tlSL* 

^ 

>  *B§^^^ 

He* 

New  York  buyers  at  CKLW-TV  sessions 

At  recent  presentations  in  Manhattan.  CKLW-TV  ( Detroit- Windsor )  execs  and  ag 
people   get   together   to   discuss   station's    "Bright    New    Look."    Here    are    (l-r>    Norm 
Hawkins,    CKLW-TV;    Jeanne    Sullivan.    SSC&B;    George    Sperry.    CKLW-TV;    Vetd 
Brennan,  SSC&B;  Ed  Metcalfe,  CKLW-TV;  Frank  Boehm,  HKO  General  Broadcasting 

York  (see  photo),  Chicago,  and  Detroit  recently.  Detroit  showing 
with  750  agency  men  and  their  wives  attending,  was  aboard  a  chartered 
boat  during  a  five-hour  cruise  on  Detroit  waterways.  The  station's 
extensive  sales  presentation  program  was  undertaken  to  emphasize 
purchase  of  400  first-run.  major  film  properties  to  be  showcased  in 
channel  9s  film  segment  during  the  coming  63-64  season.  The  HKO 
General  outlet  also  has  purchased  several  new  hour  and  half-hour,  first- 
run-off-network  properties.  Mai  Murray,  BBDO,  was  the  winner  of  a  tv 
set  in  contest  held  at  New  York  presentation. 

Six  buyers  from  the  West  Coast  had  a  ball  as  guests  at  WNEWs  (New 
York)  30th  anniversary  party  (sponsor  29  July)  in  Gothams  Madison 
Square  Garden.  Dick  Schutte.  manager  of  Metromedia's  San  Francisco 
office  headed  the  party  making  the  trip  from  that  city,  which  included 
Diane  Robinson,  Guild,  Bascom  c\  Bonfigli;  Frank  Rcgaldo,  McCann- 
Erickson;  and  Fvic  Klein,  Cunningham  cN  Walsh.  From  Los  Ingeles, 
sheparded  by  Bob  Jones,  Metromedia's  I.. A.  manager,  were1  Fd  Bait/. 
Compton;  Allen  Berger.  Tikis  cv  Cant/:  and  Bill  Wooster,  Grey.  The 

SPONSOR  26    u  (.i  m    1963 


■rwv 


'TIMEBUYER'S 
CORNER 


group  picked  up  .1  contingent  ol  \2  Chicago  agencj  buyers  and  execs 
en  route.  The  consensus:  "The  time  "I  our  Inns! 

"Ill  be  back  when  \<>u  tee  me!"  Thai  w.is  the  lasl  word  From  Bernice 
"Hrt-a/v"  Rosenthal  lasl  March  TIM1  Bl  ITER'S  (  ORN1  R  I  March 
before  she  took  oil  l  \pnl  for  vvli.it  turned  oul  to  be  .1  foui  month 
wandering  of  the  Orient  b)  plane  and  boat  Breazj  was  a  timebuyei  -it 
Campbell-Ewald  (S.m  Francisco)  for  eighl  years  before  setting  ou!  to 
set-  the  world  1. 1st  spring,  sin's  now  back  in  California,  when  she's 
■pending  some  time  with  her  lolks  m  s.m  Jose  before  getting  l>.uk  in 
the  agenc)  swim  She  visited  Japan,  Hong  Kong,  Thailand,  Nev  Zea 
land,  Australia,  and  made  intermediate  stops  in  the  South  Pacifii  on 
her  extensh  e  \  acation. 

Another  vacationer  returns:  k;i\  Shelton,  television  timebuyer  .it  Hots 
lord.  Constantine  c<  Gardner  s.m  Francisco    hardl)  had  time  to  cat<  h 
her  breath  alter  .1  wonderful  three  week  vacation  in  the  Hawaiian 
Islands  before  plunging  into  her  tall  buying  chores  for  Filice-Perrelli 
canned  fruits  and  vegetables,   see  spol  -SCOP] 

(  ampbell-Mithun  (Chicago)  adds  twos  William  Quigle)  is  now  associ- 
ate media  director  at  C-M.  He  was  with  I  ,eo  Burnett  Co.  Also  new  to 
the  agenc)  is  Marianne  Line,  W  ho  joined  as  a  tiinehuyer.  She  w  as  w  ith 
North  Advertising. 

Douglass  Alligood:  aim  for  impact 


"The  approach  to  Negro  media  is  not  as  simple  as  surveys  indicate — 
mere  facts  of  cost  per  thousand,  etc.,  are  not  sufficient  evidence  alone 
to  evaluate  the  merit  of  any  Negro  medium."  says  Doug  Alligood,  media 
executive  and  marketing  account  rep  at  BBDO  (Detroit).  Doug  goes  on  to 
say,  "Even  the  questions  about  the  use  of  Negro  models  versus  white 
models,  and  rock  'n  roll  versus  old  standards,  can  be  very  misleading 
and  confusing.  A  successful  Negro 
ad  effort  is  directly  dependent 
upon  the  merchandising  and  pro- 
motion effort  that  accompanies  it. 
In  addition  to  specialized  coverage 
you  must  look  for  penetration  and 
impact  for  a  favorable  company 
or  product  image  in  the  mind's 
eye  of  the  Negro  consumer."  Doug 
works  on  the  Dodge  car  and  truck. 
Pepsi-Cola  (Michigan  state  bottler), 
and  Autolite  accounts.  He  joined 
BBDO  in  1962.  after  two-and-a-half 
years  as  merchandising  director 
and  administrative  assistant  to  the 
general  manager  of  WCHB  (Detroit). 
Before  that  he  was  with  the  Sey 
mour,  Leatherwood  &  Cleveland 
agency  as  a  staff  artist.  A  grad- 
uate of  Bradley  University,  he  majored  in  fine  arts.  He's  a  mem- 
ber of  the  Detroit  Adcraft  Club,  and  the  Detroit  Thursday  Luncheon 
Group — interested  people  who  get  together  to  further  business  oppor 
tunities  for  Negroes.  Doug,  his  wife  Cynthia,  and  their  four  children- 
Donna.  7;  Craig,  5;  Debra.  3;  and  Doug,  Jr.,  live  in  Inkster,  Michigan. 


QUESTION: 

What  docs 

JL  560' 

mean? 

ANSWER: 

With  5000  wa 

tts 

M& 


serves    .in    area    of 

60,000   sq.    miles 

.    .    .    it    would    take 

590,000   watts 

or     118    times 

the    power    of 

KWTO  to  serve 

the    same 
area  at  1260  kc 


59  -  County 
Primary  Area 

S3. 3    Billion    Market 


Mi? 


delivers 


270%     more    counties    than 
the  second  station.  This 
means    145,573    more    popula- 
tion.   S2. 873. 886  000    more 

C.S.I. 

SRDS   CM   Dara 

May    63 


Who  do  I 
contact? 


Contact:  Savalli  Gates 
formerly  Pearson  Njlion.il 
Rcprcienhtivci.    Inc 


/ 


5000  watts/  "^  y  7"W  ^~^\ 
Springfield,    Missouri 


SPONSOR   26    vi  <.i  si    ; 


COMMERCIAL 
CRITIQUE 


Trends,  techniques  new 
styles  in  radio  tv 
commercials  are  evaluated 
by  industry  leaders 


WHAT  TO  PUT  IN  A  JINGLE  or  ONE  MAN'S  PRETTY  DARN  BIASED  VIEW 
ON  HOW  TO  GO  ABOUT  WRITING  A  MUSICAL  COMMERCIAL 


By    ALAN    KENT 

Ginger  Johnson,  whose  views  on 
commercials  distinguish  and  bright- 
en this  space  in  alternate  issues  of 
sponsor,  has  taken  himself  abroad, 
and  this  is  one  of  the  columns  that 
will  be  done  for  him  in  his  absence. 

As  a  reader  of  Johnson  I  have 
learned  to  respect  both  his  wit  and 
Jiis  wisdom.  As  a  one-time  partner, 
I  am  somewhat  familiar  with  a  few 


1  redit:   l      S.   Teleservice 

When  you  pull  his  leash  . . . 

he'll  walkity,  walkity.  walk  with  you. 
Nursery  rhyme  melody  and  simple  lyrics 
added  up  to  solid  sales  for  Ideal  Toys 

of  the  principles  he  holds  close  to 
his  heart.  This  piece  is  written  with 
the  belief  that  he  would  agree  in 
principle  with  what  follows. 

Perhaps  you  will,  too. 

In  any  event,  here  is  what  one 
man  thinks  ought  to  be  put  in  a 
jingle.  The  first  thing  is  a  good  sell- 
ing proposition.  A  real  "genuwine," 
here's-what-you-get-and  why-you- 
OUght-tO-buy  proposition. 

The  next  consideration  should  be 
lyrics.  The  way  you  state  your  sell- 
ing proposition.  And  I  mean  lyrics. 
Not  just  words  that  rhyme.  Webster 
defines  "lyric"  as  "suitable  for  sing- 
ing." 

There  should  also  he  true  mel- 
odic invention.  Not  something  like 
.1  thinly  disguished  re-write  of 
"Three  Blind  Mice."  Scored  for 
piano  and  drums  and  sung  by  a 
pick-up  trio. 

There  is  another  thing  that 
should   he  put   in.    It's  a  fairk    rare 


commodity  in  the  jingle  business. 
But  look  inside  yourself.  You  may 
find  a  smidgin.  It's  a  thing  I  call 
"respect  for  your  customer"  .  .  . 
the  man  or  woman  who  goes  into  a 
store  and  lays  out  good  money  for 
the  product  you  are  selling. 

See  how  easy  it  is? 

All  you  need  is  a  good  selling 
proposition,  a  singable  lyric  and 
some  attractive  music.  Plus  some 
respect  for  your  customer.  Make  no 
mistake  about  the  importance  of 
respect  for  the  customer.  If  you 
don't  have  it,  the  chances  are  you'll 
wind  up  with  something  you  won't 
be  very  proud  of.  Chances  are  even 
better  your  jingle  won't  do  much  of 
a  selling  job,  either. 

Let's  get  to  the  selling  proposi- 
tion. 

Nine  times  out  of  ten  the  adver- 
tising strategy  and  copy  theme  will 
already  have  been  determined  by 
the  time  a  jingle  is  put  in  the  works. 
The  selling  proposition  is  set. 

How  do  you  make  a  selling  prop- 
osition into  a  lyric?  As  Louis  Arm- 
strong was  reported  to  have  said 
about  jazz:  "if  you  don't  know  what 
it  is,  nobody  can  tell  you."  If  you 
don't  "feel"  a  lyric,  beware.  But 
there  are  some  guidelines.  Three  of 
them:  Keep  your  lyric  1)  simple 
2)  honest  and  3)  surprising. 

Simple,  short,  easily  understand- 
able words.  Honestly  presented 
facts.  The  "surprising"  part  is  hard- 
er. The  "surprise"  in  your  lyric — 
the  weenie,  hook,  twist,  whatever 
you  want  to  call  it — is  a  lot  of  the 
battle  in  getting  your  customer  to 
buy  your  product.  The  colloquial 
question  Gillette  uses  for  Blue 
Blades:  "Ilowareya  fixed  for 
blades?"  is  simple,  honest  and  sur- 
prising to  me.  Coca-Cola's  "zing" 
isn't! 

When  it  comes  to  lyrics  there's 
something  else  to  be  weighed! 
Know  when  to  let  well  enough 
alone!  At  times  it  is  wise  to  take 
the  selling  proposition  as  it  stands 


and  run  with  it.  Example:  The 
Marlboro  song.  There  were  a  lot  of 
contributing  factors  to  the  success 
of  the  Marlboro  advertising:  Leo 
Burnett's  insight  and  guts  in  re- 
positioning the  brand,  the  mascu- 
line image,  the  first  "flip-top"  box. 
But  the  jingle  lyric  was  the  selling 
proposition:  "You  get  a  lot  to  like, 
etc."  Period. 

About  the  melodic  invention,  it 
breaks  into  two  things: 

1.  the  melody 

2.  what  you  do  with  the 
melody  in  the  way  of  im- 
plementation with  instru- 
ments, voices  and  in,  re- 
cent days,  electronic  hoo- 
hahs  (I  never  quite  know 
what  to  call  those  noises). 

When  it  comes  to  the  melody 
proper  it  should,  of  course,  have  a 
character  consistent  with  the  nature 
of  the  product  being  sold.  But  if 
anyone  has  to  be  told  how  to  write 
a  melodic  line  (other  than  indicat- 
( Please  turn  to  page  59  I 


ALAN  KENT 


Copy  group  head  at  Grey  Advertis- 
ing, Kent  began  his  broadcasting 
career  as  an  announcer  on  a  small 
independent  X.  V.  radio  station 
during  the  days  of  Rudy  Vallee, 
Bing  Crosby  and  two-button  micro- 
phones. He  left  to  join  NBC  as  an- 
nouncer, then  went  into  free-lance 
:op\  writing  and  announcing.  Since 
going  into  the  agency  business  hi 
1953,  he  has  been  with  Leo  Burnett 
and  Grey.  Kent  pioneered  the 
growth  of  musical  commercials  with 

Austen  Croom-Johnson:  likes  to 
write  advertising  better  than  any- 
thing else — and  has  done  so  to  the 
tune   of   over   SI 00   million    worth. 


40 


SPONSOR   26   AUGUST  1963 


WHAT   IS    III  I     MEASURE  OF    \    HIM)  \IH.  \*>  I  IM.    MUloV 


lli>\N  does  a  Roll  pro  measure  a  putt? 
Ilou  does  an  advertising  pro  measure  a  station? 

•  One  measure  of  a  broadcasting  station     the  events  of  signal  local  importance  it  brings  t<>  the  air. 

•  One  such     Hartford's  $40,000.00  Insurance  <  itv  Open  broadcasl  live  I  »>   WTIC  Television  and  Radio 
L959,  I960,  L961,  L962,  L963. 

•  TV  Anchor  Man  L959,  I960,  L961,  1962,  1963-  Claude  Harmon.  L948  Masters  winner. 

•  Stair    eight  WTIC  and  WTIC-TV  reporters  -forty-eight  technicians  and  production  personnel. 

•  Equipment     six  cameras    fourteen  microphones    five  walkie-talkies  — one  mile  of  television  cable. 

•  Network  radio      Fed  to  NBC's  Monitor. 

•  Sponsors    The  Connecticut  Hank  &  Trust  Company,  The  Hartford  Insurance  Group,  L961,  1'" 
and,  very  likely,  1964. 


WTIC  (j  TV3/AM/FM 

WTIC-TV  is  represented  by  Harrington*,  Righter*  and  Parsons*,  [ncorpon 
WTIC  AM-l-'M  is  represented  by  the  Henry  I.  Christalf  Company 

It  r. 


SPONSOR    _'t,    u  ,.,  s,     ] 


41 


WASHINGTON  WEEK 


News  from  nation's 
capital  of  special 
interest  to  admen 


^^   ^e  time  bomb  of  the  network  program  procurement  critique  by  FCC '  s 
Office  of  Network  Study  is  quietly  ticking  away  toward  zero  hour  when 
the  commission  will  take  up  the  explosive  problem. 

The  massive  report,  based  on  compilation  of  over  3  years,  200  wit- 
nesses, and  10,000  pages  of  testimony,  was  given  to  the  commission  by  Net- 
work Study  chief  Ashbrook  Bryant  in  Nov.  1962.  It  went  from  former  FCC  Chair- 
man Newton  Minow  to  House  Commerce  Committee  Chairman  Oren  Harris  in 
February  of  this  year,  and  was  ordered  into  committee  print  in  May. 

In  handing  the  report  to  Congress,  the  Harris  committee  takes  no  sides 
with  Bryant's  urging  that  networks  be  divorced  from  financial  interests  in 
program  syndication.  Even  more  relevant  to  present  situation  is  proviso 
that  nets  be  allowed  to  own  or  license  exclusively  only  50%  of  their  prime 
time  entertainment,  news  and  public  service  excepted.  Network  regulation 
is  recommended,  but  not  by  licensing. 


•^^  Speculation  on  how  soon  after  recess  the  FCC  might  get  into  this  began 
with  issue  of  committee  print,  and  has  been  growing. 
Commerce  Committee  chairman  Harris,  who  is  not  long  on  patience,  said 
in  May  that  the  report  was  being  submitted  to  the  House  because  of  the 
"great  interest  of  the  members  in  the  subject  of  network  broadcasting  and 
network  regulation." 

This  interest  was  forcibly  re-expressed  during  recent  hearings  on 
broadcast  editorializing,  and  will  no  doubt  come  up  again  when  hearings 
are  resumed.  FCC  itself  has  requested  that  legislation  empower  the  agency 
to  issue  rules  and  require  reports  of  nets — but  not  involve  licensing. 

^k"^  The  Network  study  report 's  idea  of  assembling  all  broadcasters  into 
self-regulated  association  under  FCC  surveillance  had  few  takers. 
The  setup  would  be  similar  to  that  of  National  Association  of  Securi- 
ties Dealers,  which  has  power  to  make  and  enforce  codes,  with  severe  penal- 
ties for  member  transgressors.  Securities  and  Exchange  Commission  super- 
vises the  self-regulating  body. 

The  idea  would  probably  get  even  more  of  a  deep  freeze  reaction  in 
present  climate.  The  FCC's  suggestion  that  it  might  use  NAB's  codes  as  a 
basis  for  regulation  of  broadcast  commercials  raised  a  blizzard  of  outraged 
protest  from  the  association  and  individual  broadcasters. 


-fcjf   Network  program  procurement  study' s  idea  of  inducing  advertisers  to 
sponsor  small-audience  network  shows  by  having  nets  scale  down  rates 
°H  b?sis  of  an  audited,  deliverable  circulation  should  appeal  to  FCC  Chair- 
man Henry. 

It  would  be  one  answer  to  Henry's  plea  for  diversity,  for  programing 
with  appeal  for  esoteric  tastes  of  minority,  as  well  as  mass-oriented 
entertainment . 


42 


SPONSOR  26  \i  GUST  196: 


SPONSOR  WEEK      Advertisers  and  Agencies 

Ideal  aims  $30  mil.  in  new  cartoons 
at  157  markets  for  five  full  years 


Idea]   1 by,  through  ( Ire)    \dv  ei 

rising,  lias  .mi need  plans  h"  the 

largest  sponsorship  foi  tv  evei  un 

(lei  taken     1>\     a     tov     manulaet  in .  i 

in\ol\  ing  the  underwriting  of  a  $30 
million,  Bve-yeai  package  "l  a  cus- 
tom-made cartoon  series  Featuring 
tom  animated  programs  created  !>\ 
llanna  B  irbera  Slated  For  nation 
unit-  airing  beginning  13  January, 
tin-  package  will  be  distributed  b) 
Screen  Gems  on  a  national  spol 
basis 

Ideal  president  I  aonel  W  em- 
traul).  stressing  thai  the  toj  industr) 
is  1 1« >w  a  year-round  Business  no 
longer  dependent  on  the  Christmas 
seasonal  trade,  said  lus  firm  will 
bu\  two  half-hour  per  week  time 
segments  on  leading  t\   stations  in 

157  markets  on  a  52-week  basis  toi 
the  five-)  ear  period. 

\l>e    Kent.   \.p.    For    Ideal,    added 

that  the  purchase  of  the  Four  series 

.lives  Ideal  (lie  opportumtv  to  mer- 
chandise  the  cartoon   personalities 

involved    and    represents    the    latest 

outgrowth  of  the  company's  long- 
range  plan  to  sponsor,  promote,  and 
market  new  families  of  characters. 
Name  and  details  of   the  tour  new 


11  B  pn  igrams  w  Ml  be  announ<  ed 

sin  n  tlv 

\\  emii mli   also   in ited   thai    'in 

addition    to    Ideal  s    natlonw  ide    use 

of     participating    spot    annoum  i 

ments  in  various  tv  programs  tin- 
new  mov  e  vv  ill  gh  i   t  omplete  iden 

tifieation  of  our  programs  wit! 

i  ompaiiv   and  its  pnxluets 

Ideal  has  been  licensed  to  maun 

Facture  man)    I  lanna-Barbera  (  ai 

toon  characters  over  the  past  tew 

v  ears,  one  of  the  latest  being  "Peb- 
bles' I'lintstone.  introduced  last 
\v  inter  on  the   \b( '  TV  series 

Record  1963-4  ad  budget 

slated  by  General  Mills 

General  Mills,  which  spent  some 
$35  million  in  advertising  for  ll)b:2- 
'63,  will  top  that  figure  in  the  next 

12  months  w  ith  the  largest  ^^  bud 
gel   in  its  histor\   slated  to  help  sell 
established  product  lines  and  intro- 
duce  the  stead)   flow   of  new   pro- 
duets  from  the  research   program. 

This    was   revealed    bv    (  .en     I '.     \\ 

Rawlings,  president  of  (.en.  Mills, 
at  the  annual  stockholders  meeting 

last  week  at  eompanv  hqs.  in  Min- 
neapolis 


$30  million  tv  deal  off  the  deck 

Consummating  ><w<-  of  tin  largest  t\  deals  ever  undertaken  b)  i  t<>>  manu- 
facturer an  !-i  |osepfa  Barbera,  oi  Hanna-Barbera  Lionel  Weintraub, 
president  <>f  Ideal  Toy,  and  Herbert  D.  St  \ 


I ;  i ■•  lings,   h  d<  <  lined   to 

reveal  in  detail  some  of  the 

I. ins  now  in  , 
premature    publii     .hum ium  em<  nl 

ol  such  plans  vv  onld  be  nnloi  In 
nit.         Hut     he 

advertising   w  ill    remain    w  h  it 

have  alvvav  s  ti  led  I.,  m.d  ■  it  ti  nth 
lill,    infoi  IliatlV  e     helpf  nl  |    I  .|i 

al    and  designed  to  mal 

•  onti ibutii 'ii  i"  tl is. run,    pub 

lie,  rathei  than  the  mere  promotii >n 

o|    mil    vv  ales    iii    the    market    pla.  . 

important  as  that  w  ill  alwa)  s  bt 
Pi  linting  (■  i  the  <  ompan)  s  >  arn 

ings  for  the  v eai   ended    ;i    \i  , 
which  totaled  pist  undei   $15  mil- 
lion, he  said  this  was  up    17'  <    from 
the    prev  ions   \  ear   and    mad.     1962 

the  sei  ond  best  v  ..u  f<  'i  earn 
ings  in  Gen   Mills  Inst. n \    RaM  li 

added    that    on,-   big   oason    Foi    the 

sharp  impri  >v  ement  ov  er  last  j .  ai 
ol  the  current  profit  position  is 
elimination  of  the  losses  From  the 

i  ompaiiv  s  teed  div  isi.  m  n.  IV  tils 
continued. 

\n<  ither  reason  In-  < ited,  "from 
the   long-range  \  iev  point      is   the 

splendid''  perfoi  man.  e  dm  ing  the 

\  ear  of  man)  ol  the  ( Jen.  Mills  di- 
visions, particularl)  in  consumei 
Foods,  including  Famil)  flour,  which 

lose   H95    dill  ing  the  veal.  Ill  i  ■  'litlli 

nation  of  a  long  range  trend  which 

we  are  now    vigOTOUSl)    stlinulatin 
RawlingS   said    the  (  ompaiiv  s   b  | 

si<    philosophy,  Following  elimina 

Hon  of  teed  losses  and  gi\  ing  maxi- 
mum concentration  to  consume] 
Food  and  specialty  chemical  fields. 
"appears  to  be  proving  itself — ami 
w  e  intend  not  mere!  funic  it 

but  to  ai  i  entuate  it  in  the  months 

ill.    id." 

although  highl)  gratified  b)  I 

Mills'  iinpiov ed  earning  pid 
emphasized    that    the   compan)    is 

well  aware  that     in  an  industf)    as 

i  oinp.titive    as    outs    and    III    a    til 
ot     national    and    world    historv     in 

which  changes  come  with  aim 
bewildering   rapidity,   then-    is 
standing  still.  \\  lin- 

ing  new    eminence    in   our   various 
fields    which    makes    us    the    prime 
upetitlVe   eli 
I  li    added  that  as  fax  as  the  new 
mp.inv    had 

an  excellent  |une  and  Jul)  and 
although  there  has  been  some  level- 


SPONSOR   26    vi  (a  si    pn,  ; 


SPONSOR  WEEK     Advertisers  and  Agencies 


'Funny  Company'  is  serious  business  for  Mattel 

Mattel  Toys,  via  Carson/Roberts,  is  picking  up  adjacencies  in  "The 
Funny  Company"  wherever  the  educational  cartoon  series  is  sold,  with 
over  85  markets  set  so  far  and  a  total  of  150  anticipated  by  next  six 
months.  To  date,  the  skein  has  been  purchased  in  some  80%  of  the 
major  markets,  and  is  set  to  debut  1  September  on  KOMU-TV,  Colum- 
bia-Jefferson City,  Mo.  Consisting  of  five-min.  segments  tied  together 
by  a  local-live  host,  program  length  is  up  to  each  station,  with  an  hour 
the  current  average.  In  N.Y.,  WOR-TV  will  air  it  90  mins.  daily  hosted 
by    Monty    Gunty,    beginning    23    September.    Mattel   holds    tv    licenses 


ing  off  of  volume,  "we  still  expect 
a  satisfactory  first  half."  Rawlings 
said  new  products,  "which  will  be 
added  to  our  line  when  and  as  re- 
search achievements  and  market 
conditions  warrant,  will  be  relied  on 
to  provide  much  of  the  forward 
momentum  we  expect  for  the  new 
year.  We  also  intend  to  maximize 
profit  potentials  of  the  old  stand-bys 
which  are  still  popular  with  the 
consumer,  make  new  acquisitions 
at  home  and  overseas,  and  adjust 
our  holdings  through  elimination 
of  activities  not  directly  connected 
with  our  main  effort." 

Board  chairman  ('.  II.  Bell  also 
spoke  to  stockholders,  telling  them 
that  the  company's  new  "G"  corp- 
orate symbol,  planned  to  unify  all 
Gen,  Mills  package  Food  products, 
is  keyed  to  "a  new  era  of  progress 
lor  our  company."  He  noted  that 
the    symbol    was    originally    used 

lo    create    the    "Big   G"    cereal    line. 

hut  'its  trade  ami  consumer  accept- 


ance has  been  so  sensational  that 
it  seemed  important  to  take  advan- 
tage  of  its  essential  elements  to 
further  the  whole  corporate  image." 

Five  step  up  at  Compton 

Following  the  recent  top  man- 
agement realignment  at  Compton 
Advertising  and,  according  to  new 
chairman  Hart  CummingS,  "in  line 
with  our  policy  of  recognizing  con- 
tributions of  younger  people,"  five 
executives  have  been  appointed 
senior  vice  presidents  of  the  agency. 

The  men  are  Peter  Burns,  38, 
senior  vice  president  of  the  Alberto- 
Culver  account  in  Chicago;  Paul  D. 
Cooke,  13.  senior  vice  president  on 
P&G  soap  and  detergent  brands, 
New  York;  John  1 1. A.  Cross,  43, 
senior  vice  president  on  Gleem 
toothpaste  ami  Crisco  shortening, 
New  York;  C.S.  Mitchell.  Jr.,  13, 
senior  vice  president  on  P&G  soap 
and  detergent  accounts.  New   York: 


and  Alvin  Kabaker,  55  general  man- 
ager of  Compton's  west  coast  op- 
erations with  offices  in  Los  Angeles 
and  San  Francisco. 

Bolt  &  screw  distributor 
makes  radio  connection 

Texas  Bolt  &  Screw  Co.  advertise 
on  radio?  Someone  must  be  nuts! 
Yet,  between  the  hours  of  7-8:30 
a.m.  on  Tuesday  mornings,  if  you 
happen  to  be  driving  within  the 
53-county  area  surrounding  San  An- 
tonio, you  might  hear  a  strong, 
hard-sell  commercial  extolling  the 
virtues  of  doing  business  with  Texas 
Bolt  &  Screw. 

YYhen  the  idea  for  advertising  on 
radio  was  first  broached  to  com- 
pany president  Hollis  Colemere  by 
KONO  account  exec  Nick  Juried, 
his  first  reaction  was  to  check  Jur- 
ied's  bearings  and  call  for  the  boys 
in  the  white  jackets.  Radio  adver- 
tising is  only  for  products  and  ser- 
vices sold  at  retail,  he  felt,  and  Tex- 
as Bolt  &  Screw  is  an  industrial 
distrihutor. 

But  Colemere  listened  .  .  .  and 
this  is  what  he  heard:  Since  the 
company's  primary  customers  and 
prospects  are  men  engaged  in  man- 
ufacturing, construction,  and  mili- 
tary procurement  and  maintenance, 
it  was  logical  that  some  form  of 
commercial  message  aimed  at  them 
would  increase  awareness  of  the 
name  Texas  Bolt  &:  Screw,  make 
known  the  full  line  of  company 
products,  and  pave  the  way  for 
salesmen  follow-up.  He  was  also 
appraised  of  radio's  audience  com- 
position averages. 

With  all  of  this  in  mind,  the  con* 
pany  purchased  sponsorship  of  the 
KONO  Helicopter  Traffic  Report 
service-  during  the  peak  in-home 
and  driving-to-work  listening  per- 
iods between  7-8:30  a.m.  In  addi- 
tion to  three  hard-selling  commer- 
cials during  this  period,  Texas  Bolt 
&  Screw  salesmen  distribute  toy 
helicopters  to  further  publicists 
company  participation  in  the  pro- 
gram. 

lis  too  early  to  tell  the  lull  sales 
effect  of  the  promotion,  said  Cole- 
mere. hut  favorable  comments  . li- 
re.ul\  in  from  several  key  customers 
have  encouraged  his  companj  that 
radio  is  delivering  the  message  t> 


II 


SPONSOR    I'll    \i  GUST    196 


tin-  people  Texas  Holt  &  s<  rew 
u .nits  to  (In  business  w ith. 

Women  urged  to  stop  being 
5-o'clock  shadows  in  biz 

\\  omen  in  business  can  succeed 
iiiiK  l>\  being  w omen  and  not  emu- 
lating men,  vi\s  Genevieve  (Hap) 
Hazard,  who  earl)  tins  year  be 
i  line  the  fiist  w oman  to  be  named 
a  \  ice  president  "I  ( !ampbell-Ev<  aid 
in  the  52-year  histor)  ol  the  Detroit- 
based  advertising  agent  j 

Speaking  Saturday  .it  the  nation- 
al convention  i>l  Theta  Sigma  I'hi 
rratemit)  i>l  trained  women  journ- 
alists in  ( Cleveland's  Pick  ( larter 
Hotel,  she  noted:  ""vt  e  have  been 
at  i  epted  in  the  business  world  in 
practice  hut  not   in  then 

"One  theory,"  said  Miss  Hazard, 
"is  thai  one  ol  the  greatest  i  ompli- 
inents  t.>  be  paid  a  working  woman 
is  to  be  told  that  she  thinks  like  a 
m. in  \s  far  is  Iin  concerned,  to 
hear  these  words  would  mean  to 
me  tli.it  I  had  gotten  oil  the  track 
.md  onto  ,1  siding  someplace,  After 
all.  what   is  s,.  great  about  trying 

to  think  like  a  man?  The  woods  are 

full  ol  five  o'clock  shadows,  all 
thinking  like  men.  looking  like  men, 
acting  like  men.  VVho  needs  women 
doing  imitations?" 

Titling  her  talk  "You  Do  Not 
V  ,  d  a  Razor  t.>  Cut  die  Mustard," 
Miss  Hazard,  who  was   Advertising 

W  "man  of  the  Year  in    I960,  stress- 
In  practice,  I  believe,  women 
will  overcome  career  obstacles.  Hut 
the)  will  not  succeed  h\  emulating 
men.    They    will    onh     succeed    h\ 
being  women,  by  being  proud  ol 
being  women,  b)  hanging  on  to  then 
femininity    in  the  lace  of  all  appar- 
ent demands  to  be  anything  eke." 
"\\  omen  ruction  e\  ery  hit  as  well 
neii.  hut  they  function  in  a  (hi- 
nt wa) .   \nd  it  is  this  very  dif- 
ferent-tiess  that  makes  them  invalu- 
able," she  concluded. 

Distaffers  name  eiqht 

Margaret  Mary  Kearney,  national 
president  ol  American  Women  in 
Radio  and  Television,  has  appoint- 
ed eight  women  to  serve  as  chair- 
Ben  ol  the  organizations  standing 

committees  lor  the   L963-64  season. 

They  are  Bylaws,  lone  Molnar, 
communications  attorney,  Wash- 
ington, I),  c  .  Eligibility,  Edna  Sea- 


man \\  FB(  stations  <  Ireem  ille 
s  (  (ndustr)  information  Patti 
Searighl    R  TOP    Washington    D 

i       Memhi  i ship    Virginia   Mun 
w  I  \(    l\       Nashville;     \ a 

tlolis  Mai  l"U  (  •  'I  M  ell  I  lr.ll  l»  i|  II 
I'llhllt      S(  hi  K  'Is       I'uhlli    it  l"lis       I    \  . 

h  n    (  ole.    ( General    I U    Corp 

\\  lute  Plains;  Public  1 1 \  (  lapp) 
Petrash,   NB<      New    Y-.k     l',,hh. 

relations.  M.u\  Miilphv  Hoidcli 
l  \ew     V'lk 

Media  buyers  in  funnies 

II  you  re  a  media  buyer  h  >r  an 
advertising  agenc)  orcompan)  and 

ever  had  aspirations  ol  appearing 

in    a    COmil     strip    .    .    .    in  >w  s    you] 

chance.     KGW,     Portland      Ore 
looking  i"i  effects e  w a\ s  ol  thank- 
ing   CUStOmerS,    has    applied    a    i  .ti 

toon    treatment    to   the   old    pi  at  til  I 

oi  personalized  appreciation  cards 
sa\ s  station  manage]  Pat  <  !i afton. 

k(;\\  is  usiii'4  lour  panel  cartoon 
strips  to  characterize  the  media 
buyer,  time  salesman,  station  man- 
ager, and  "Happy"  the  station's 
mascot  basset  hound  with  two 
separate  mailing  pieces  being  util- 
ized depending  on  whether  the 
bu)  er  is  male  or  female. 

(  l.ilti'li  said  the  hash  stor\  line 
and  art    remain   the  same   in  all   the 

mailing  pieces,  with  personalization 
achieved  through  changes  in  cop) 
and  character  identification.  The 
"thank  you"  promotion,  he  adds,  is 

a  tB 


Breaking  out  of  the  bunch 

Chiquita  Brand  bananas  i-  tir^t  national 
branding  effort  fox  United  Fruit,  .mil  ntil- 
i/is  largest   t\    and  newspapei  ad  i 
paign  in  company's  history,  via   1UU)<> 
Chiquita  gained  first  prominence  in  radio 


ii    M  \\\ 
i  imp  ii  utK  runnin 

Portland    dail; 

in  ■  the  thi  mi       i  ii  w it  1 1 

the  I  lapp)   I  >  1 1 1  •  oi. 

\l  u      \(.l  \<  II  S      rwo    foi 
I  )o\  le  I  )ane  Bernbai  h  ■  net  ul 
Jt-rr\    Sachs    ind   Norman   Danofl 
have   l' 'inn  'I    I  )anofl    &  it 

o  Wilshire  Blvd     I 
w  it  1 1  initial  billings  totaling  around 
1500,000    l ) an.  .11  resigned  r< 
after  foui  \  eai  s  as  presidi  nl  •  l  the 
Galax)   Advertising  agenc)  and  also 
was  formerl)   w  ith  I )  I)  H  in   I 
Angeles   Sa<  hs  t.  irmerl)  w  as  din  i 
i.  .1  ..I  media  for  D-D  B  in  bt  ith  N< 
"i "ik  and  I. os  Angeles  but  most 
centl)  w  as  w  ith  <  larson  Ri  iberts  in 

I  i.s    Angeles  as  din  i  t I   plans. 

\  enc)  s  initial  at  i  ount  is  Belmont 
s.i\  ings  &  I  <  ..in   Assn. 

APPODS  I  Ml  NTS;  -  Pai  k 

ing  (  o  ol  Baltimi  »r<  '  S.  E,  /<>■ 
brow,  Philadelphia,  l"r  fruit  Ba- 
\ "ii  (1   Appleben  j  Saw  i  s  l 

Prop  Sales  to  I  aHne  &  (  leveland 
.  .  .  Toddy,  i  hi  .<  i  ilate  drink  m 
by  the  Venezuela  Trading  ( lo    and 
Bufiferin    in    Venezuela   to    Novas- 

(  riswcll  KeiiMin   fit    Ickhardt.   I 

acas  .  .  .  Delightform  Foundations 
to  Men  in  and  Jesse  I  e^  ine,  Inc. 
.  .  .  Radson  Engineering  and  Farm 
I  ine  Manufacturing  t<  I  left  her. 
Wessel  &  Enright  Advertising 
si,  i  ling    I  )nph.  ib  >r    Produt  ts    to 

\ew  man-Martin  Panduit   (      rp 

to  Donald  I  .    \rends  II'         I  .11 

to  (  aniphcll-Mitliiin  for  its  Denver 

di\  ision  from  Ti  m  il  and  F<  ■"•  lei  Ad- 
vertising .  Philip  Morris  assigned 
its  ( Tuk  ( Jum  (  o  di\  ision  to  I  eo 
Burnett,  fin  >m  <  lardm  i  Advi  rtising 
.  .  .  (  '. .nun. n  .Dp  I 
prietary  drug  division  "I  Maradel 
Products,  to  Ted  Gotthell  Associates 
for  Plat  in.  a  patented  <  aim  itive 
and  si,,  pin.:  aid  available  without 
prest  ription  to  the  general  public 
.  .  .  k'a\  Windsor,  Inc.  to  Mervin  h 

Jesse  I  e\  inc.  Iiu  .  Ma\  t.nr-1 

no\  t.>  Wtnhis-Brandon  Stan- 

back    <  Kastor    Hilton 

(  besk)    (  lillord  &    Vtherton  I    i    ill 

t\  advertising  for  its  headache  pow  - 
ders ...  Polychrome  Corp  ti    Albert 

I  i  .ink  (.uenther   I  aw  \'l: 

Webbing,    Marken    Plastic    Corp., 

Blaine    Flooring,    and     ApSCO    I'r.  1 1 

nets  to  Enyart  &  Rose  Advertising, 


SPONSOR  26  august   1  «»r»S 


15 


SPONSOR-WEEK  I  Advertisers  and  Agencies 


Los  Vngeles  .  .  .  Vantage  Products 
to  L.  H.  Luckoff  for  advertising  on 

its  watches  .  .  .  Gillette  shaving 
products  and  Paper-Mate  pens  to 
MeCann-Erickson  for  six  countries 
of  Central  America,  including  Pan- 
ama .  .  .  California  Packing  Co.  to 
Fletcher  Richards,  Calkins  &  Hol- 
den,  San  Francisco,  for  its  new  Del 
Monte  carbonated  beverage  line. 
MeCann-Erickson  will  continue  to 
handle  all  other  Calpak  advertising. 

NEW  PRODUCTS:  The  first  pro- 
duction unit  of  RCA's  new  tv  film 
recording  system  for  transfer  of  tv 
images  to  16mm.  motion  picture 
film  has  been  shipped  to  NHK, 
Japan's  largest  tv  network.  The 
equipment  is  being  assembled  for 
the  production  of  syndicated  film 
from  tv  coverage  of  the  1964  Ohm- 
pic  games.  The  first  unit  for  domes- 
tic use  will  be  delivered  next  month 
to  the  Cathedral  of  Tomorrow,  a 
non-denominational  church  in  Ak- 
ron which  distributes  religious  pro- 
grams to  tv  stations  .  .  .  Three  new 
products  have  been  added  to  the 
items  sold  under  the  Comstock 
Foods  label,  a  division  of  Borden 
Co.  They  are  Rice  Pudding,  Span- 
ish Rice  Dinner,  and  Creole  Style 
Macaroni.    All    three    are    canned 


foods  that  were  previously  avail- 
able in  limited  markets  under  the 
company's  Menner's  brand. 

FINANCIAL  REPORT:  Pabst 
Brewing  reported  the  largest  six 
months  sales  in  its  history  and  a 
35%  increase  in  net  income  for 
January-June  1963.  Net  income 
came  to  $3,513,808  or  75  cents  per 
share,  compared  to  $2,594,762  or 
56  cents  per  share  for  the  compar- 
able 1962  period.  Net  sales  for  the 
six  months  of  1963  totaled  $99,735.- 
902,  compared  to  S85,761,141. 

NEW  QUARTERS:  Henry  J.  Kauf- 
man &  Associates  moved  16  August 
into  new  headquarters  in  a  new 
building  overlooking  the  pictur- 
esque Chesapeake  &  Ohio  Canal  in 
the  port  section  of  old  Georgetown, 
Washington.  The  five-story  struc- 
ture, named  the  Canal  Building, 
is  located  at  1050  Thirty-first  St., 
N.W.  between  the  K  Street  express- 
way and  M  Street  .  .  .  Richard  K. 
Manoff  moves  8  September  to  larger 
quarters  in  the  newly-completed 
building  at  845  Third  Avenue,  New 
York.  The  new  phone  number  is 
PLaza  2-8100.  The  entire  seventh 
floor  will  be  occupied  by  the  agen- 


'From  the  horse's  mouth' 

K(.'HS  promo  mur.  Bob  Harris  il>  and  salt  s  staffer  Ted  Comway  pre- 
vent Mike  Haggerty,  account  exe<  foi  V  \\  \yr.  S.  1'.,  with  three- 
dimensional  promotion  piece  featuring  four  "around-the-clock"  success 
stories  nr.itly  encased   in   three-inch   horse  capsules  in  apothecarj    jars 


cy  and  a  fully-equipped  test  kitchen 
has  been  designed  to  serve  the 
agency's  varied  food  accounts  with 
facilities  for  product  testing  with 
consumers  .  .  .  Walsh  Advertising 
of  Los  Angeles  moved  to  new  offi- 
ces at  9039  W.  Pico  Boulevard  and 
added  Steven  Koffler,  formerly  with 
General  Electric,  as  creative  di- 
rector. 


MOVING:  William  Kelly  to  SSC6cB 
as  associate  account  supervisor  on 
Micrin  Oral  Antiseptic,  product  of 
Johnson  6c  Johnson. 
George  R.  Fredrichs  to  director  of 
research  of  Earle  Ludgin  &  Co. 
Charles  E.  Wickard  to  vice  presi- 
dent of  Johnstone,  Inc..  women's  in- 
terest subsidiary  of  Interpublic. 
Wallace  J.  Mackay  resigning  as  ex- 
ecutive   vice    president    of    Miller. 
Mackay,     Hoeck     &     Hartung    in 
Seattle. 

Jack  Daly  to  Tom  Lowey  6c  Asso- 
ciates of  Los  Angeles  as  vice  presi- 
dent and  associate. 
Barney  Rigney  from  McCann-Krick- 
son  to  account  executive  with  Max 
W.  Becker  Advertising.  Los  An- 
geles. 

Stanley  Rappeport  to  copy  staff  of 
Robert  A.  Becker. 
Donald  H.  Ilalsey  elected  presi- 
dent of  Walker  Saussy  Advertising. 
Carlton  Malcolm,  Jr.,  to  vice  presi- 
dent, Louis  F.  Jacob,  Jr.,  to  vice 
president,  marketing,  and  Hortense 
R.  Callaway  to  secretary  and  treas- 
urer, Tucker  Wayne. 
Jack  Tanzer  to  president  and  gen- 
eral manager  of  Robert  Advertising 
Agency. 

William  H.  Bender,  former  senior 
account  supervisor  tor  Alberto- 
Culver  at  BBDO.  Chicago,  to  ac- 
count group  supervisor,  and  Thomas 
R.  Smith,  formerly  with  Compton, 
to  associate  marketing,  MacManus, 
John  6<  Adams.  Chicago. 
John  J.  Manning  to  director  of  mar- 
ket research  and  media  at  Pcrry- 
Brown,  Cincinnati. 
Norman  Gorbaty  and  Gene  Schinto 
to  vice  presidents  of  Benton  & 
Bowles. 

David  Campbell-Harris  and  Nicki- 
tas  M.  Grispos  to  co-managers  of 
the  I.  Walter  Thompson  office  in 
Milan. 


46 


SPONSOR    26    w  CI  SI 


196 


Sealy  signs  for  10th  year  on  Hub  outlet 

Looking  on  as  I~A    Winei   (center),  chairman  of  Seal)    Mattres     North 
,  ,^i     signs    contract    l"i    sponsorship    "I    "1   it<     Weathei      on    Bostons 
\\  N  v<     i\      ire  station  v.p.    rom   Bateson      I)   and   meteorolo  ist    Free! 
Ward   Marking  Sealey's  10th  yeai  "I  exclusive  advertising  on  \\  N  \<     I  \ 
i  tmpaign   begins    15  Septembei    and   will   promote   Posturepedii    brand 

I  . i r  1  <  i  A   ^kiiiiit  i   i^  .r.'riu  \ 


Sandi    Butchkiss    to    senior    i op) 
writei  .it  siiutli  Greenland. 
Marvin  Shore  to  Gresh  fit  Kramer 
.is  \  ice  president  and  creath  e  di- 

■  i] 
Robert  W.  Brooks,  Former  assistant 
sales  .mil  advertising  manager  for 

the    Chicago    division    ol    National 

1 ,  i.  tn  Foote,  ("our  ox  Belding  as 
merchandising  supen  isor. 
Peter  Praed  to  production  supervi- 
sor to  Foote,  ( lone  <N  Belding,  I  iOS 
Angeles. 

Rowena  Pearl  to  media  director  and 
operations  coordinator  .it  Forwell 
Ciampi  Feldman. 

H.i\  Mitchell  to  sales  manager  ol 
Lehn&  Fink  division  ol  L&FProd- 

IK  ts  ( '.up. 

Thomas  R.  Kemm  to  director  ol  re- 
learch  of  C    I    LaRoche. 
Donald  I    Dolen,  creative  director 
the  Detroit  office  ot  Young  ox 
Rubicam,  elected  a  vice  president. 
Robert  V  rhurston  to  director,  pub- 
Ik  affairs,  ol  Mead  Johnson. 
Richard  1'.  Monley  to  account  ex- 
ecutive   in    the    Detroit    office    ol 
Young  <N  Rubicam, 
Catherine  Handle)   to  copywriting 
stafl  ol  Riedl  &  Freede. 
James   Kerr  to  the  public  relations 
department  ol   DCS&S 
\\  .men  Bn  an.  t\  production  super- 
visor,   elected    a    \  lee    president    ol 
SS<  &B. 

William    |.    Jacobs    and    Richard    P. 

Shesgreen  to  the  creative  stall   ol 

1)    P.   Brother. 

I  arrv   I).  I  nlauf  moved  to  the  new 

post  ot  national  sales  planning 
manager  ol  the  frozen  foods  divi- 
sion of  Pet  Milk  Co. 


\ndrew   Jenkins  to  vice  president 

and  (native  director,  John  EL  (  in 
rie,  Jr..   to  associate  creative     dm  I 

tor  and  Robert  McDonnell  to  sen 
ior  art   director,   all   at    Pritchard, 
Wood. 

Bernard   II.   Mereins  In  senior  vice 

president  .iuA  Vera  Haggert)   and 
Frederic   |.  Seidner  to  vice  presi 


dents    •-!     I         i      '       Relal 

Board 

[osepfa  ll    Caro  1 

president  and  J.  Wesle)  Bod,,  i 

treasure)  ol  Bui  hen   \dverti 

lames    |.    I  )i.im       :■    .tiv.-  <  111  <  <  t..|    .  if 

i  i  \\,  Idin      '   in  ida 

e!e<  ted  a  v  i(  .■  president 
Howard    B.    Bloomquist,     M     l> 
Bohm,    oid    I  lioni.is  s     l  bompaon 
to  vice  presidents  i  >l  ( tenet  il  I  i  ">ds 

Bun. ild     W        Maiisdo.  iter     t"     in. Hi 

iles    promotion    t"t    frozen 
foods  and  special  product     I     mp 

lull     Si  il||  I     I 

Paul  Both  to  assistant  researi  h  di 
recti  u  foi  media  and  e<  oni  imi< 
seari  h  ol  Kenyon  &  l  >  khardt 
l'i  tidence  Kent  to  \ ice  president  ol 
( Jresh  (\  hi. inn  i 
\\  illiam  I  .  lasinski  to  media  dii 
tor  fi  n  Kim  In  i    I  lilt'  m  &  <  '  illett. 
\l(  1 1  Bloom  to  Lawrei       i     '  Sum- 
binner  as  radio  and  tv  pri  idui  i  i 

fohn   \  .   Dov  le  to  senior  v  k  e  pi 
dent    James  (  .  Noble  to  st.ill  .^sist 

ant  to  Doyle,  and  Boss  (  .  Morgan 
to  account  supervisor  <>n  General 
Motors  a<  count  at  (  ampbell- 
Ewald. 


The  effect  was  dramatic.  A  strong  NB(  outlet  became 
all-powerful.  The  second  station  became  the  Hi  I 

What  happened?  A  new  1523-foot  tower  happened, 

to  replace  the  old  919-fool  tower.  A  new  transmitter 
happened.  A  new  $100,000  Telemobile  happened.  New 
tape  facilities  happened.  An  enlarged  studio  buildinp 
happened. 

The  call  letters  arc  WITN-TV.  Channel  7.  NBC  for 
the  Washington-Greenville  market. 

The   facts  are   these:    AKB     now    rep- 
increase   in   WITN-TV  able-to-receive  television  hi  i 
in  a  two  year  period.  A    ll.'.'.    increase  iti  net-weekly- 
circulation  total  honii       \     8.1'      increase  in  ■ 
daily-net-circulation  total  homi 


IT'S  AS  IF  A  NEW  VHF  ST  A  TION 
WENT  ON  THE  AIR  IN 
EASTERN  NORTH  CAROLINA 


And  this: 

NET   WEEKLY   CIRCULATION— 

WITN-TV  194.600  HOMES 

STATION   /      185,100  HOMES 

ABLE  TO  RECEIVE— 

WTTN  TV         215,000  HOMES 

STATION'   /      199,000  HOMES 


■ 


■itn-tv 


NBC      TELEVISION      FOR      EASTERN      NORTH     CAROtlNA 
STUDIOS    AND    OFFICES    AT    WASHINGTON.     N      C 


SPONSOR     _'t,     VI  (.1  si      I 


SPONSOR  WEEK     Networks 


Webs'  first-half  ledger  looks  good 


CBS  TV  paced  the  other  net- 
works in  dollar  gains  during  the 
year's  first  six  months,  resulting  in 
a  three-web  tally  of  8411,165,900, 
an  increase  of  6%  over  the  six- 
month  total  of  $387,772,600  in  1962. 
The  gross  time  billings  figures  com- 
piled by  LNA-BAR  and  released  by 
TvB,  also  showed  a  healthy  increase 
in  June  over  the  same  month  last 
year,  with  billings  up  5.1%  to  $67,- 
003.000. 

The  network  breakdown  for  Jan- 
uary through  June:  ABC  TV  $109,- 
175,100,  up  8.4%  from  1962's  $100,- 
690,300;  CBS  TV  $157,909,100,  an 
increase  of  5.7%  over  1962's  $149,- 
443,600,  and  NBC  TV  $144,081,700, 
a  gain  of  4.7%  over  $137,638,700. 
ABC  also  registered  the  largest  per- 
centage increase  in  billings  for  the 
month  of  June,  going  from  $16,031,- 
300  in  June  1962  to  $17,180,800  this 
June,  up  7.2%.  CBS  billings  last 
June  were  $25,081,500  and  rose 
6.6%  to  $26,749,100  this  June,  while 
NBC  rose  2.1%  from  $22,609,600 
to  $23,073,100. 

Looked  at  by  day  parts,  daytime 
continues  to  take  bigger  chunks  of 
the  increases  in  network  tv  billings. 


Daytime  billings  rose  8.8%  this 
June  over  last,  increased  by  14% 
for  the  first  half  of  the  year  to 
$137,738,500  as  compared  with 
8120,780,300  last  year.  Most  of  the 
increase  comes  from  Saturday-Sun- 
day daytime  billings  which  for  June 
rose  a  whopping  52.6%  over  the 
like  month  of  1962,  $5,318,000 
against  $3,485,700,  and  for  the  Jan- 
uary-June period  rose  32.1%  to 
$27',886,800  from  $21,109,300. 
Nighttime  billings,  still  the  biggest 
slice,  rose  3.6%  in  June  to  $46,- 
034,000  from  $44,453,100.  Night- 
time billings  for  the  six-month  per- 
iod were  $273,427,400,  up  2.4% 
over  1962's  $266,992,300. 

SALES:  Exquisite  Form  Industries 

(Papert,  Koenig,  Lois)  bows  on 
ABC  TV  with  a  heavy  fall  cam- 
paign including  participations  on 
Jerry  Lewis  and  Jimmy  Dean  and 
a  daytime  scatter  plan  .  .  .  Eastman 
Kodak  (JWT)  will  sponsor  the  90- 
minute  pre-Christmas  tv  special 
dealing  with  Cecil  B.  DeMille  on 
NBC  TV  1  December  at  8:30  p.m., 
entitled  The  World's  Greatest  Show- 
man .  .  .  David  Wolper's  Hollywood 


Another  good  deed  for  'Dennis  the  Menace' 

I  BS   rVs  Jaj   i  Dennis  the  Menace)  North  narrates  activity  .it  Ringling 

Bros,  .ind  Bar i  (\  Bailey  Circus  performance  tor  400  youngsters  From 

I  lie  Foundation  For  the  Junior  Mind  recently  at  Los  Angeles.  Assisting 
are  Winky   Rile}    I  I  I   and   Knv   Bergman,   Foundation  counselors  camp 


and  the  Stars,  new  fall  series  start- 
ing on  NBC  TV  30  September 
(9:30-10  p.m.), 'will  be  sponsored  by 
Purex  (E.  H.  Weiss)  and  Timex 
(Warwick  &  Legler)  .  .  .  ABC  Ra- 
dio's  On  the  Line  with  Bob  Con- 
sidine  renewed  for  52  weeks  by 
Mutual  of  Omaha  Insurance  (Bozell 
&  Jacobs),  marking  13th  consecu- 
tive year  of  association  between 
sponsor  and  Considine. 

ON  LOCATION:  Following  the 
opening  of  the  New  York  World's 
Fair  on  22  April  1964,  NBC  TV's 
Today  show  will  present  a  half- 
hour  segment  of  the  program  from 
the  Fair  each  week  during  the 
1964  season,  expected  to  run 
through  18  October.  Today  will 
visit  a  different  location  each  week 
in  order  to  bring  viewers  the  most 
interesting  elements  from  the  Fair's 
many  exhibits. 

PROGRAM  NOTES:  A  new  chil- 
dren's series.  Do  Yon  Know?  featur- 
ing youngsters  in  question-and-an- 
swer  sessions  based  on  selected 
books  each  week,  will  premiere  12 
October  (12:30-1  p.m.)  on  CBS  TV 
.  .  .  The  concluding  rounds  of  the 
National  Singles  Tennis  Champion- 
ships at  the  West  Side  Tennis  Club 
in  Forest  Hills  will  be  covered  by 
NBC  TV  and  Radio  on  7  and  8  Sep- 
tember. 2-4:30  p.m.  This  will  be  the 
12th  consecutive  year  that  NBC  TV 
is  covering  the  event  NBC  Badio's 
Monitor  will  cover  the  tourney  with 
a  series  of  five-minute  broadcasts 
each  day  .  .  .  Purex  Presents  Lisa 
Howard  and  Sens,  with  the  Wom- 
an's Touch,  a  weekday  news  report, 
bows  on  ABC  TV  9  September, 
2:55-3  p.m.  The  five-day-a-weel 
series  marks  the  debut  of  Purex 
Corp.  as  a  network  tv  sponsor  on  a 
regularly  scheduled  program  and 
on  a  full-time  basis  ...  A  children's 
theatre  series  of  four  full-hour  spe- 
cial programs  in  color  will  be  tele- 
cast on  NBC  TV  during  the  1963-64 
season  aimed  principally  at  chil- 
dren in  the  first  and  second  grades 
of  school.  Involved  are  a  musical 
drama  with  one  live  actor  and  east 
of  puppets,  an  orchestral  program 
a  trio  on  one-act  plays,  and  a  modern 
musical  Fantasy  ,  .  .  Milton  (  /ess 
Album,   a    new    program    featuring 


Is 


SPONSOR    liti   am. i  M     1963 


Bristol  Myers  gives  birth  to  triplets 

llu..    majoi  health    ind  beaut)   preparations  are  being  launched  simul- 

t  1 1 isl)    b)    Bristol-Myers  Products  Div.,  with  multi-million  doll 

campaign  to  make  extensive  >^>   >>t  network  t\    Bowing  national!)   week 
..t   I  5  October,  the)  are  Softique  beaut)  bath  oil;  Ban  Cream  deodorant; 

.In  ii<  .mi  li  ui  |'i.  paration  foi  men 


passical  inusii'  .ind  selections  from 
operas,  starts  <>n  V.BC  Radio  as  ,i 
Bunda)  morning  sustaining  feature 
Raiting  l  September  .  ,  Edgewatei 
Productions and  United  Vxtists Tele- 
vision will  co-produce  a  half-hour 
pilot  film  foi  \H(  based  upon  the 
love]  "Pioneer,  C<>  Home"  1>\  Rich- 
ard  Powell  .  .  .  Sid  Caesar  and  Edie 
Adam*  Together,  a  one-hour  corn- 
ed) .mil  miisK  special  to  introduce 
the  new   t.ill  shows  ol  the  two  st.ns 

will  he  presented  l()  September  at 

10  pm.  on  \hC  TV.  Show  will  he 
sponsored  h\  Dutch  Masters  Cigars 
(Caesar's  sponsor  and  Muriel  Ci- 
gars Miss  Adams'  sponsor,  hoth 
divisions  ol  Consolidated  Cigar 
Corp.  .  .  .  Barbara  Stanwyck  will 

Star  with  Jackie  Cooper  in  his  new 

series  now  being  prepared  b)  Jackie 
Cooper  Productions  in  its  first  joint 
venture  with  United  Artists  Tele- 
vision lor  the  CBS  I  \  L964  85 
season.  The  series,  yet  untitled, 
is   based    upon    the    human    interest 

problems  ol  the  counts  agents  ol 
the    Department    ol     Agriculture. 

Merle  Miller  is  completing  the 
script  tor  the  sample  film  with  a 
south-west  locale;  shooting  will  be- 
Bd  in  September  .  .  .  Programing 
departure  in  the  form  ol  a  l*>- 
minnte  weekly  comedy  scries.  90 
Bristol  Court,  is  under  joint  devel- 
opment w  it  1 1  Revue  Productions  lor 
the  L964-65  seas,.,,  on  NBC-TV. 
Kadi   episode   will   consist    ol    three 


minute   sit  uat  ion  comedies,  each 

complete  in  itseli   hut   intertwined 

w  ilh  the  other  two  through  a  com- 
mon locale  a  hmmalow  (null  in 
( aililornia. 

<>\  I  III  ROAD:  Mitch  Miller  and 
his  NB<  l\  Sing  Uong  Gang,  have 
circled  the  month  ol  September  on 


th.-  .  il. aid  ii    I  ■  a  th<   In  -i  tinv 
( .ist  ol  Sin  ■    Won     u  >ili  Witt  li  ■•■  ill 
make  a   personal   appearan 
outsidi    New  York  Cil  up 

I  In   i  ist  t.ikes  in  th.    road  7  Sep 
tembei   f< u    Miti  h's  home  I 
Rochestei      Hie]     return    I 

\     ik    foi     the    folll  md 

then  set  out   on  the  1 1 1. 1  )•  >l    pOTtil 

the     I  -  <  it)     concert  w  lm  h 

stretches  from  !'■ 


\l  \\     \lllll\lls     \\  |KI).    h.s- 
(  ali  ios.i    h  Id  (       Levi  istl  m    Ida     and 

\\  I  OH    Prini  i  ton   W.\       to  <  lis 
Radio  Inn  up. 

M( )\  I \( .:     Sam    s.ii aii.    busim 

Miu  s    editor    and    new  s    i  "limn  nla- 
tOl      foi      \  Bt       in     <    hii  agO      named 

duel  ini    ol    Norths '  st<  i n    I  niver- 

sit\  s    new    public    relations    i|,  put 

incut.  Mar\   ^  orth  \n  ai  ren  to  ex- 

i  i  Utive  assistant   ol    the  \\  ashm 

\cw  s  Bureau  ol  th.   <  r.s   .>\  ned  tv 

stal  n  his, 

Adrian  Samish  to  o  immen  ial  ] 
ducer  for  MM  TVs  /  ht  f<  rry 
Lewis  Shou  I  )ean  Behrend  t<  i  man- 
ager, sales  proposals  sales  plan- 
ning department,  \M( .  I  \  suc- 
ceeding Ronald  J.  Pollock  who  n 
signed 


NONSTOP     + 

LAS  VEGAS 

from  Los  Angeles  International   iirporl 


9 13 


I  u  II 

II  I) 


*  /"  flights  daily  '  6  nonstop! 

*  /.  i  n\  flight  }et-pon  et  ill . 


trip  onm      •    Lowest  jet-propj round  trip  fa 


I 

I  m  res«  i  \. in- hi-  call  '  H  ">•  1133  in 

I  I  -»-    \  n_.  I.  -  ol    \  OU1   tr.i\  el  .i-»  ii! 

it  OJV  I  \Z*  I     I  lit  LMNES 


SPONSOR   2li    vi  gi  si    196  ! 


SPONSOR  WEEK  I  Stations  and  Syndication 

Spots  to  sell  religion  undergo  tests 


Religious  denominations  are  go- 
ing commercial — literally — in  their 
efforts  to  sell  "The  Word"  to  hack- 
sliders  and  latitudinarians.  The  lat- 
est moves  involve  the  hiring  of  pro- 
fessional advertising  agencies  to 
prepare  commercial  radio  spots  for 
two  separate  denominations. 

The  United  Presbyterian  Church, 
U.S.A.,  set  a  test  campaign  via  hum- 
orist Stan  Freberg,  and  Mennonite 
Broadcasts,  Inc.,  had  one  prepared 
by  Henry  J.  Kaufman  6c  Associates, 
Washington,  D.C.  In  the  latter  ease. 
research  is  to  be  conducted  prior  to 
and  Following  the  spots  to  "measure 
the  awareness  attitudes  toward  a 
selected,  basic  Christian  truth  of 
men  between  18  and  40." 

Freberg's  campaign  consists  of 
three  one-minute  jingles  with  a  two- 
week  test  of  each  beginning  today 
( 26)  on  five  St.  Louis  stations,  plan- 
ned for  80-to-100  airings  each  week. 
If  the  controversial  experiment  is  suc- 


cessful in  reaching  non-church  peo- 
ple, says  the  Rev.  Charles  Rrackbill, 
interim  executive  director  of  the 
denomination,  it  is  hoped  that  more 
material  of  the  same  kind  will  be 
produced. 

One  of  the  spots,  in  part,  states: 
"Doesn't  it  get  a  little  lonely  some- 
times Out  on  that  limb  without 
Him?  Why  try  and  go  it  alone? 
The  blessings  you  lose  may  be  yeur 
own." 

Star!  members  of  the  denomina- 
tion's Division  of  Radio  and  Tv  say 
they  have  already  received  com- 
plaints from  church  people  who 
have  heard  about  the  project,  and 
Mr.  Rrackbill  notes  that  "we  have 
become  a  'cause'  to  be  properly  and 
indignantly  'antf  about."  Rut  he 
adds:  "We  must  find  some  way  to 
break  through  to  the  thinking  ap- 
paratus of  modern  man  who  lives 
quite  comfortably  without  God.  We 
hope  our  experiment  will  not  offend 


Chicago  stations  are  really  good  scouts 

Trying  out  camping  equipment  made  available  l>y  Broadcasters  Commit- 
tee for  Scouting,  recendj  formed  in  cooperation  with  the  Chicago  Area 
Council  by  WBBM-TV,  WBKB,  WCFL,  WGN-TV,  WGN,  WIND. 
WLS,  and  WNBQ  are  Michael  Allen  (1),  12,  and  his  brother.  Daniel, 
I  t.    Equipment    is   pooled    lor   use   by   needy   units   within   the   area 


Ml 


church  members,  but  we're  not  after 
them." 

Pointing  out  that  the  Presby- 
terians hope  to  get  into  the  main 
stream  of  modern  radio  with  the 
Freberg  material.  Mr.  Rrackbill 
noted  that  "it  you  really  want  to 
reach  ('outsiders')  you  have  to  de- 
vise some  vehicle  that  captures  their 
attention,  talks  their  language,  and 
says  something  they're  interested  in. 
We  think  we  have  done  it  in  the 
Freberg  spots." 

A  professional  research  firm  will 
evaluate  the  reactions  ol  the  public 
to  the  six-week  test. 

The  Mennonite  campaign  in- 
volves two  test  markets — neither  of 
which  have  Mennonite  churches — 
with  one  today  entering  its  second 
week  of  a  six-month  drive  and  the 
other  due  to  air  nine  weeks  begin- 
ning S  September.  The  current  spots 
consist  of  one-minute  sermonettes 
prepared  by  the  Mennonites  and 
delivered  by  a  member  of  the  Men- 
nonite church  once  a  day  on  each 
of  four  stations.  The  coming  spots, 
each  30  seconds,  were  prepared  by 
the  Kaufman  agency  and  are  sched- 
uled for  120  airings  per  week  on 
three  stations. 

A  typical  agency  spot  calls  tor 
delivery  as  follows:  Young  but  ma- 
ture, highly  enthusiastic  male  voice 
— "My  children  love  life."  says  the 
young  father. 

Round  vibrant  voice,  sincere  in 
sound  and  pitch — I  Give  life,  says 
Jesus  Christ.  (  Echo  Chamber  I  "I 
came  that  they  mav  have  life  and 
ha\  e  it  abundantly." 

Selling  voice,  varied  in  pitch, 
range,  and  tempo — Help  your  chil- 
dren to  live  a  new  way — live  abund- 
antly— really  live!  Teach  them  to 
take  the  gift  of  new  life  that  only 
Christ  can  give.  Take  Him.  too.  He 
forgives  sins.  He  leads  to  new  un- 
derstanding and  enjoyment  of  life. 
Don't  keep  Him  waiting  any  longer! 
Don't   let   your  children   miss   out! 

Evaluating  the  Mennonite  cam- 
paign will  be  the  firm  of  Walter 
Gerson  &  Associates,  which  has  re- 
searchers conducting  interviews  pri- 
or to  release  of  the  broadcasts  and 
will  have  them  out  again  immedi- 
ately following  completion  of  the 
tests  in  each  of  the  markets  to  deter- 
mine awareness  of  the  basic  theme. 

SPONSOR    26    \i  (.t  si    1963 


. 


RATE    CHANGES 

KRGV  TV,  Weslaco,  Tex.:  \.u  rate  $375  pei  evening  hour,  el 
fective  I   December.  Formei  rate  $350. 

WALB  TV  Akiany,  Ga.:  Nem  rate  $475  pei  evening  hour,  effec- 
live  I   I  )i«  rinliri .  I'  Hi  hum  i  ate  I  \~'t. 

KBLL  TV,  Helena,  Mon.:  \.  u   rate  $50  pei  evening  hour,  ef- 
fective I  January.  Formei  rate  no  charge. 

WLUC-TV,  Marquette,  Mich.:  Ne*  rate  $300  per  evening  hour, 
effective  15  December.  Former  rate  $275. 

WTHI-TV,  Terre  Haute,  Inl:  \«w  rate  $625  pei  evening  I 

effective  15  December.  Former  rate  $575. 

KELO-TV,  Sioux  Falls,  S.  D.:  \.  w  rate  $875  per  evening  hour, 
effective  15  December.  Former  rate  $825. 

WJBF,  Augusta,  Ga..-  Ne»  rate  $675  per  evening  hour,  effective 
I  J. urn. ii  j .  I- in  mei  rate  $600. 

KNBC.  Los  Angeles,  Cal.:  New  rate  $4,600  pei  evening  hour,  ef- 
fective I  January.  Former  rate  $4,450. 


\  third  stud)  will  be  undertaken  six 
months  alter  the  tesl  end. 

Dr.  I  lent)  w  eaver,  chairman  «»l 
Tin1  Minute  Program  Committee  ol 
Mennonite  Broadcasts,  lm ..  said: 
"B)  these  means,  we  hope  to  learn 
the  lasting  effects  ol  our  efforts.  W  e 
shall  be  able  t<>  contrast  the  elh-c 
tiveness  ol  one-minute  sermonette 
sp.its  \s  30-second  promotional 
spots,  and  learn  something,  too. 
about  how   to  reach  those  whom  the 

usual  religious  program  does  not 
touch." 

Two  giants  join  NAB 
In   uh.it    m.i\    be  understated!) 

called  a  banner  week,  the  NAB 
swelled  its  ranks  with  the  addition 
of  two  ol  broadcasting's  biggest — 
Metromedia  and  \\k()  General.  \s 
KM)  General  Broadcasting  presi- 
dent Hathawa)  Watson  noted,  a 
tightly  knit   industry  organization 

can  "weather  an)  adverse  action 
from  any  quarter." 

Metromedia,  which  owns  and  op- 
ites    12   radio   and   seven    tv   st.t 
tions.  in  addition  to  outdoor  adver- 
tising and   entertainment,   becomes 

an  active  member  on  1  September. 
RKO.    with    five    tv    and    11    radio 
»'s   is  affiliating  w  ith   N  \H   im- 
mediatelv. 


'Mormon  Land'  promotion 

taken  on  road  by  KSL-TV 

\  new   presentation  titled  "Moi 
mon  Land"  was  shown  to  \<  w  1 1 >i k 
buyers  b)  KSL-TVl  Salt  LakeCit) 

exeCS  last  week  in  a  series  ot  lime  h- 

eon  meetings  at  the  offices  ot  Peters, 

Griffin,  Woodward,  national  reps 
The  CHS  affiliate's  slide  story— the 
outlets  first  presentation  —  pointed 
out  that  s.ilt  I  ..ike  ( lit)  families  are 
lamer,  younger,  have  higher  in- 
comes, and  are  well  educated;  that 
the  market,  rated  50th  b\  V.RB,  is 
experiencing  a  population  explosion 
and  a  building  boom. 

(  hvned  and  operated  b\   the  Moi 
mon  Church    the  station  beams  its 
signal  to  an  area  when    7.2.    oi   the 
people  are   Mormon,   ties  in  hea\  il\ 

with  church  activities.  The  Mormon 

influence  causes  Certain  market 
peculiarities  I'm  instance,  as  a  result 
ol     the    church's    ban    on    alcoholic 

beverages  tor  its  membership,  the 
a\  erage  cand)  consumption  is  twice 

that    ol    the    national    averaj  'dA 

consumption  is  also  abo\ e  aver 
The   presentation   states   that   ovo 
50S    ol   all   local  t\    advertising  is 
place!  on  KSL-TV. 

National  sales  manage!  Kenneth 
Hatch,  and  director  of  sales  devel- 
opment (urt  Curtis  an    presenting 


the  marki  t  rtui )  in  Si    I  ••"     I 

ill  l>.    mow  ii '• 

in  (  lm  agi  i  the  balani  e  of  th< 

ami  i  \p.  c  t  t..  travel  to  San  1  ran 

i  isi  .,    and     I 
show  ingS  tin  |. 

Mousckatccrs  all  ears  as 

their  club  hits  radio 

In  |.ic  ks.iii\  ille   tin    Mousel 
hat  w  ith  the  big  ears  is  a  i  ommon 

Sight       'lid    all    I..  .  ause    W  MHK    d  | 

Hill   ( .let  nw  ood    -1  i 

thought     In     a     lm!  -     QUIP 

Her<  s  how  it  happened 

\ln  ither  stall'  in  d  |      G 

well,  who  precedes  Greenwood  mi 
the  an    i • . k 1 1 1 •_; I \  referred  t •  >  his  • 
league's  show  as  a    Mm  ki  \   Mouse 
affair      The    entei  pi  ising    Gre< 

WOod    switched    his    theme    SOHg    to 

the  "Micke)    Mouse  (  lub  Mai 
and    identified    himsell    as    evei 
body's  "Mousekabuddy."  Walt  Dis- 
ne\  s  ears  perked  up  when  he  heard 
ill  the  program  and  he  qui<  kK  g 
Ins  official   sain  tion   and   supplied 
no  mbership  <  ards  Ovei  8,000  v 


JACKSON,  MISSISSIPPI 


OVER 

350,000 

TV  HOMES 


T.i 


OVER  I3: 

BILLION 

DOLLAR 

CONSUMER 

INCOME 


EC 


JACKSON. MISSISSIPPI 


SPONSOR    2*5    \i  c.i  si     | 


SPONSOR-WEEK 


Stations  and  Syndication 


scooped  up  in  less  than  two  weeks. 
Not  forgetting  the  commercial  pos- 
sibilities oi  the  Mickej  Mouse  Club 
of  radio,  the  station  got  one  of  Jack- 
sonville's largest  department  stores 
to  sponsor  a  Mickey  Mouse  Club 
Hootennany  and  fashion  show, 
which  drew  724  people  while  a 
similar  event  last  year  drew  only  97 
people  Another  downtown  store 
distributed  283  Mickej  Mouse  hats 
in  less  than  one  hour  during  a  rain- 
storm. Requests  for  spots  on  Bill 
Greenwood's  show  and  for  his  en- 
dorsement of  products  are  pouring 
in  daily. 

Air  civil  rights  series 

All  12  tv  and  radio  stations  oi 
RKO  General  Broadcasting  will 
clear  time  for  a  continuing  sympos- 
ium called  In  Search  of  a  Solution: 
Civil  Rights.  According  to  RKO 
General  Broadcasting  president 
Hathaway  Watson,  the  project  seeks 
to  express  the  individual  ideas  of 
national  and  local  leaders  on  how 
best  to  resolve  the  civil  rights  crisis 
peacefully  and  justly. 

RKO  has  stations  in  New  York, 
Los  Angeles,  San  Francisco,  Boston, 
Detroit,  Washington,  and  Memphis. 
Airing  began  in  New  York  on  WOR- 
TV  last  week  (19),  with  Gov. 
Nelson  Rockefeller  expressing  his 
ideas.  His  views  were  repeated  on 
four  other  days  during  the  week. 
Several  leaders  have  already  re- 
corded their  views  and  acceptances 
have  been  received  from  many 
others. 

Happy  birthday  WWJ 

The  world's  first  radio  station 
celebrated  its  43rd  anniversary  last 
week.  Originally  equiped  with  a 
DeForest  "Radiophone"  Model  OT- 
10.  with  a  transmitter  rating  of  20 
watts,  WWJ,  Detroit,  presented  its 
first  broadcast  to  a  few  hundred 
"ham"  operators  who  had  home- 
made receivers  to  extract  the 
"magic'  From  the  air.  A  three-man 
crew  aired  the  station's  first  pro- 
gram on  20  August  1920.  Following 
an  opening  announcement,  two 
phonograph  records  were  played 
and  the  program  ended  w  ith  "taps" 
performed  by  a  member  of  The 
Detroit  \ews  advertising  depart- 
ment.   Eleven    days    later.    WWJ 


Good  Guys  find  Bunnies  too  lively 

WMCA's  Joe  O'Brien  maintains  composure  while  wiping  perspiration 
from  star  Bunny  pitcher  China  Lee  with  a  cottontail,  after  Playboy 
Bunnies  topped  WMCA  "Good  Guys,"  7-6,  in  Broadway  Show  League 
game    at    Central    Park.    "Guys"    record    is    0-2    in    Softball    competition 


transmitted  the  world's  first  radio 
newscast  with  local,  state,  and  con- 
gressional election  returns,  plus 
general  news  bulletins.  From  that 
single  "radio  phone  room"  in  The 
News  building,  the  station's  studios 
have  grown  until  they  now  occupy 
a  five-story  structure  on  Lafayette 
Avenue. 

STATIONS 

CHANGING  HANDS:  KTOP  (AM 
&  FM),  Topeka,  sold  by  Bailey  Ax- 
ton  to  Publishing  Enterprises  for 
$250,000  plus  a  $50,000  consultancy 
and  now-complete  agreement.  John 
P.  Harris,  president  of  the  purchas- 
ing company,  controls  Kill..  Gar- 
den City,  Kan..  KBUR,  Burlington, 
and  KMCD,  Fairfield,  both  [a.  Sale 
was  handled  by  Fdw  in  Tornberg  & 
Co.  .  .  .  Du-Art  Film  Laboratories 
applied  to  the  FCC  lor  approval  of 
its  purchase  <>l  WOLF-TV.  Amia- 
dilla.   Puerto   Rico. 


NEW   CALL   LETTERS:    WJFM, 

Grand  Rapids,  is  new  designation 
for  WJEF  (FM). 

PUBLIC    SERVICE:     New     York 

State  Broadcasters  Assn.  has  named 
Stephen  B.  Labunski,  vice  president 
and  general  manager  of  WMCA, 
New  York,  as  chairman  of  a  new 
Special  Project  committee.  Working 
with  him  will  be  Joe  Cook,  WCBS, 
New  York;  Daniel  German.  WKTV, 
Ltica;  Herbert  Mendelsohn! 
WKBW,  Buffalo;  and  Walter  A. 
Schwartz,  WABC,  New  York.  The 
committee  will  investigate  and 
recommend  to  the  NYSBA  board  of 
directors  various  types  ol  program] 
and  activities  which  the  association 
might  undertake  to  perform  state- 
wide public  service. 

SALES:  Hastings  Manufacturing 
Co.  will  sponsor  the  five-minute 
Bill  Stan  Sports  program  heard 
Monday  through  Friday  from  5:30 


52 


SPONSOR  26    w  i.i  st  1963    i 


on    Mutual    Broadi  asting    System 
Prochu  i  involved  is  ( lasite,  an  oil 
additn i         <  >n<    Mum/*   Vewi  R( 
port,    presented    b)     W  N\      I  \ 
V  \    \nil.  al   B:58  i>  hi    .mil  9:58 
P  in  renewed  foi  52  weeks  bj  Gull 
Oil  KRON  l  V  .  San  Frant  Isco, 

sold  Super  cat  to  Remoo  Toj  and 
also  signed  Armstrong  Tire  and 
Rubber  for  .1  saturation  campaign, 
and  .1  spol  campaign  for  Butternut 
Bread  .  .  .  In  .1  one-week  period 
M  IBS,  Los  Vngeles,  set  .1  total  oi 
l  l  new  local  .mil  national  accounts, 
including  Chrysler  Dealers  of  So. 
(  .Mil..  Hdewater  Oil.  and  \U<:  TV 
.  .  .  Football  broadcasts  "l  the  Uni- 
versity "I  ( California  team  w  ill  be 
co-sponsored  tins  season  on  KSFO, 
San  Francisco,  1>\  Trans-Ba)  Fed- 
eral   Sa>  i 1 1 VJ. v.   &    I  (Mil     \ssn. 

PROGRAM  NOTES:  Charles  \<al. 

oationall)  known  economist  and 
syndicated  columnist,  will  report 
business,  financial,  and  consumer 
news  on  the  new  90-minute  The 
/•  News  show  that  premieres  on 
KNXT,  Los  Ingeles,  2  September 
.  .  .  H\  special  arrangement  with 
BBC  TV  Enterprises,  KIMX  (l\ 
S.in  Francisco,  is  presenting  a  six- 
part  serial  called  No  Wreath  for  the 
General,  Jo'  Vugust  through  31 
August  7-7:30  p.m.).  The  show  ,s 
.1  psychological  mysterj  and  will  l>c 
sponsored  <>n  a  participating  basis. 

1  XPANDING:  WTVT,  Tampa,  is 
opening  a  studio  in  downtown  St. 
Petersburg,  with  the  first  live  tele- 
cast From  the  new  location  in  the 
First  Federal  Building  at  Central 
Avenue  and  Fourth  Street  sched- 
uled for  i2(i  August.  The  move 
makes  \\  TVT  the  first  Tampa  Ba) 
station  to  have  live  t\  facilities  in 
both  Tampa  and  St.  Petersburg 
with  the  capability  of  instantan- 
eous!) transmitting  information 
from  both  communities  .  .  .  Ameri- 
can Research  Bureau  extending 
its  local  market  t\  audience  hums 
urement  service  into  Puerto  Rico. 
It  will  oiler  the  reports  as  a  part 
nt  its  local  market  service  lor 
the  1963-64  season.  Vs  an  out- 
growth <>t  previous  special  studies 
in  the  market.  VRB's  plans  now  in- 
clude two  t\  market  reports  for 
San  Juan  during  the  1963-64  broad- 
cast year.  Both  surveys  will  run 
ncurrently  with  \KH's  standard 
Nationwide  Sweep  Surveys  in  the 
I   s    which  are  conducted   in   No 


\  eiulu  1  and  March  I  >ata  to  b<  pi 
\  ided  in  the  San  |uan  report  w  ill  be 
based  on  the  standard  metn  ipolitan 
statistu  al  area  as  >l<  fined  bj  the 
l  S  (  ensus  and  th<  reports  w  ill 
im  lude  estimated  metro  1  atings  and 
audience  breakdow  ns  ol  total  m<  n 
men     18-39    years    ol  >tal 

women,     women      IS    19      teeua  g< 

and  children    l>\  spe<  ifi<   tune  p<  i 

|<  >ds 

SPORTS  S<  ENE:  Kl  \  II.  w  i.  hita, 

W  ill    sel\  e    as    (lie    ke\     station    foi     a 

new  Missi  turi  \  allej  i  onferen<  e 
Basketball  Television  Network. 
(  ouii act  calls  for  nine  <  i >nferen<  e 
basketball  games  to  be  tele<  ast  dur- 
um Januarj  and  Febi  uai  j  ol  196  I 
I      lit   will   be  Saturday    aften n 

telecasts  and  one  S.it  i  n  c  l.i\  night. 
The  network  w  ill  st.u  t  with  II 
stations  .  .  .  WJZ-TV,  Baltimore 
w huh  tele\  ised  the  Baltimi ■  > e 
Oriole  Baseball  games  From  llt~>s 
through  1961 .  has  been  selected  1>\ 
the  Club  and  National  Brewing  ' 
to  tcle\  ise  the  team's  schedule  Foi 

the   next    three   wars. 

NEW      MEMBERS:      KCEN-TV, 

Temple-Waco,      and      KRCG-TV, 


|,  il.  rson    <  ity     h  i 

I  \i    i.,  I.. .    ,,,.   t1  ■   <■  Ind 

sul.s.  |||>.   is  I  \ 

w  DBJ  rV.Roanol 

i„  i   ..|    I   \(     M  hen  it  was  t-inied 
tw- 
in, ml.,  rship    I"  "'      the 
stations  renewing  durin 

Metromedia  i    j National 

\ssti    ol   Broadi 

III.    ml"    I       fill.  Il\  i       I     Sept.    ml 

\i  w     oi  \\\\  l  RS:     W  in  N  I  \ 

and    radio   have   o|ln  l.ilh    mO\  ed   all 

ih.u  !.,<  ilities  I-  980  I  'in.  s  st, 

S\  la,  USe         I  he      telephone      IiUIIiU   I 

remains    IT  I  B5U    an  i  115 

I  his  move  maiks  the  lust  tune  in 
till'  hlslol  \   ol  both  stations  that  t  h<  \ 

have  operated  under  i  me  rool     .  . 

\\  l(  E  is  now  lo.  at.  d  .,i  lis  I  her 
Sti,  ,  t      PrO>  idem  .1,1       I .  le- 

phone   is  ")2I  .17 1 1  •!•     I'd 

.  .  .  KERN,  Bakersfield,  moved  to 

new      I  iffi(  es     and     Studii  ,s     al     2000 

Wihle  Road,  site  ol  the  station's 
ti ansmittei  F( u  the  past   >"  ■•  eai s 

HAPPY     tNNTVERSARY:    win 

(FM),  <  Charlotte,  celebrating  its  lust 
birthdaj  bj  doubling  its  fm  multi- 
plex stereo  programing  to  l"  hours 

WeekK    .      .  Ten  J  ears  BgO    I   Sept.  in 


'Rifleman'  still  on  target 

lour  Mm'-.  "Rifleman      which  just  ended  .1  Bve-yeai  nu  \l'.<      l\ 

has  been  picked  up  b)   21  >>t  the  network's  affiiiati  Jes  in  thr 

syndie  markt  t  foi  airing  this  I. ill.  and  has  mm  added 

W ABC-TV,  N.Y.  Final  mo 

gen    mgi  .  and  Hstributkm 


SPONSOR    26    \k.i  si     I 


53 


SPONSOR  WEEK     Stations  and  Syndication 


her  WTCN-TV  began  telecasting  to 
the  Minneapolis-St.  Paul  area  under 
.1  split  channel  arrangement  with 
WMIN-TV.  WTCN  has  taken  over 
the  entire  channel  1 1  in  the  ensuing 
years. 

MOVING:  Joseph  T.  Loughlin  to 

director  of  news  for  YYCBS-TV, 
\r\\    York. 

Warren  L.  Gamble  to  account  exec- 
utive for  KFAC,  Los  Angeles. 
Clyde  H.  Reid  to  \\  INS,  New  York, 
as  editorial  writer. 
Luther  Strittmatter  to  general  man- 
ager, Albert  M.  Fiala,  Jr.,  to  nation- 
al sales  manager,  and  Herbert  M. 
Levin  to  local  sales  manager,  all  of 
WICE,  Providence. 
Howard  N.  Johansen  to  account  ex- 
ecutive  with  WEEI,  Boston. 
John  J.  Laux  to  executive  vice  pres- 
ident   in   charge   of  the  new  west 
coast  office   of   Rust   Craft   Broad- 
casting   Co.    which    will    become 
operative  in  September. 
Rick  Sklar  to  program  manager  of 
W  ABC,  New  York.  He  was  director 
of  production  and  community  serv- 
ices. 

Bruce  C.  Blevins  to  national  sales 
representative  for  KSFO,  San  Fran- 
cisco. 

John  O'Connel  to  account  executive 
at   WNAC,  Boston. 
Thomas   E.   Cunningham   to   radio 
and    tv    sales   manager   of   United 
Press  International. 
Louis   Wasmer   resigned   as   presi- 
dent   of    KREM    Broadcasting    of 
Spokane  and  has  been  succeeded  by 
Stimson    Bullitt,    former    chairman 
of  the  hoard.  Mrs.  A.  Scott  Bullitt 
is  the  new   chairman. 
James  J.  Wychor  to  vice  president 
and    manager    of    KWOA    (AM    & 
FM),  Worthington,  Minn. 
David  Spiker  to  account  executive 
and  Dan  II.  Kirchgessner  to  local 
sales  manager  with  KSTP,  St.  Paul- 
Minneapolis. 

Del  Raycee  to  operations  manager 
ol  Wll  \A.  \cu    Britain. 
Jack  A.  Graham  to  account  execu- 
tive of  KFRC,  San  Francisco. 
Jerome    Greenberg    to    promotion 
manager  ol  WQXR,  New  York. 
Stanly    D.    Tinsley    to    local    sales 
manager  of  KHOU-TV,  Houston. 
Ralph    II.    Klein,   lor   the   past    ten 
years    station    manager   of   WCCC, 
Hartford,  resigned  to  become  gen- 


EvERYoN 


»ast 


* ""£ '  ^ 


Have  missiles,  will  launch 

Billboard  heralding  J.  P.  McCarthy,  morning  man  at  KGO,  S.  F.,  contains 
built-in  splattered  tomatoes,  but  station's  night-time  comics  Mai  Sharpe 
(1)  and  Jim  Coyle  add  some  real  over-ripe  fruit  in  retaliation  for 
McCarthy's  refusal  to  join  in  their  Los  Angeles  Invasion  scheme.  Bill- 
board   is    part    of    sizeable    campaign    via    Guild,    Bascom    &    Bonfigli 


era!     manager     of     YVINF.     Man- 
chester-Hartford. 

Robert  F.  Oakes  to  production  di- 
rector of  Mars  Broadcasting. 
Chris  MacGill,  who  has  been  in 
charge  of  AP's  Key  West  bureau  for 
the  last  two  years,  to  Florida  radio- 
tv  news  editor  for  The  Associated 
Press. 

Lois  Pence  to  women's  director  at 
WSBT-TV,  South  Bend,  replacing 
Ruth  Anderson  who  retired. 
Jerry    Boynton,    news    director    of 
KFDM,  to  manager  of  advertising 
and   public   relations   of  American 
National  Bank  of  Beaumont. 
William  II.  Clarke  to  national  sales 
coordinator  for  KEX,  Portland. 
Gerry  and  Chuck  Velona  to  KTLA, 
Paramount  Television  Productions, 
Inc.    as    account    executives.    Both 
were  formerly  with  the  station. 
Edward  J.  Marsett  to  station  mana- 
ger of  KIHTZ  (AM  &  FM),  Phoenix, 
replacing  Earle   II.   Rast,  Jr.,  who 
has   been   promoted   to   managing 
director   of  Gordon    Broadcasting's 
KSDO,  San  Diego,  and  KBUZ. 
Richard  F.  Stuck  to  the  new  post  ol 
director  of  talent  and  program  de- 
velopment   and   Gwen    Harvey   to 
director  of  women's   activities   and 
public  service  for  WCCO-TV,  Min- 
neapolis-St. Paul. 


Dave  Martin  to  sports  director  of 
KWK,  St.  Louis,  effective  15  Sep- 
tember. 

REPRESENTATIVES 

APPOINTMENTS:  KBCB-TY, 
formerly  KYIP-TV,  Chico-Redding, 
and  WNBE-TV,  New  Berne,  N.  C, 

scheduled  to  go  on  the  air  1  Sep- 
tember, to  Adam  Young  .  .  .  KWKA", 
Des  Moines,  to  Mid-West  Time 
Sales  for  regional  business  .  .  . 
WTAO.  Boston,  and  KGAR,  Port- 
land, to  Roger  O'Connor  .  .  . 
WYDE,  Birmingham,  to  Kettell- 
Carter  for  New  England  sales  .  .  . 
WFEC,  Harrisburg.  to  Robert  L. 
Williams. 

MOVING:  Wells  Bruen  to  sales 
manager  of  the  new  Dallas  office 
of  Roger  O'Connor. 
Ed  Hawkins  to  tv  sales  executive 
in  the  San  Francisco  office  ol  BKG 
General  National  Sales. 
Malcolm  Kahn  to  the  radio  sales 
stall  of  George  P.  Hollingbery. 

EXTRA  CURRICULA  NOTE: 
Robert  E.  Eastman  has  been  named 
chairman  of  the  Badio  and  Tele- 
vision Committee  of  the  Business 
and  Professional  Division  ol  the 
1963    United    Hospital    Fund    cam- 


-»l 


SPONSOR   26    \i  <.i  si    I 


paign    ll<    will  lead  volunteer!  in 
tli«-  solicitation  <>l  monej  From  ex 
icutives  .ind  privatel)  owned  linns 
in  the  broad<  ast  industr)   in  Man 

li. lit. in  .mil  The  Bronx 

SYNDICATION 

s  \l  ESi  ful)  and  tagust  peaked 
iyndication  records  l"i  NBC  Finns' 
Jflennesey  .mil  Laramie,  with  the 
former  nov*  sold  in  111  markets  and 
the  lattei   in  35  The  M  orld 

Series  oj  Golj  which  w  ill  be  carried 
on  NBC  TV  7  .ind  s  September 
sold  1>\  Fremantle  Internationa]  to 
Bolinao  Electronics  Corp.,  Manila, 
.ind  VeneVision,  Caracas  Em- 

l).iss\  Pictures  Corp.  signed  M)  sta 
timis  in  the  List  six  months  tor  its 
ftoup  ol  35  motion  pictures   Con- 
tracts aggregate  nunc  than  $2,500,- 

(XX)  in   business  Medallion  Tv 

Enterprises,  since  1  \pril  ol  tins 
war  when  it  acquired  tv  rights  to 
four  Batjac  features,  has  sold  the 
package  in  35  markets  including 
\\  \H(  T\  New  York  .  .  .  The  Dirk 
Clark  Radio  Show,  produced  and 
distributed  In  \lar\  Broadcasting, 
lias  been  signed  l>\    ZFB-1,   Pem- 


broke   West    Bermuda  w  itli 

the     addition     ol      si\      new      sal.  IS 

I  oiii    st. ii    Distribution!    / '/-    D< 
tecticea  lias  racked  up  a  total  sales 

id  ol  VI   markets  I  | iikt 

television    Programs    division    ol 
United    Artists  Telex  ision   sold   .m 

additional  JO  inn  k.  Is  fi  II    lull    \/</s 

tenon,  half-houi  ofl  network  west 

fin 

LEADS    HORSES    l<>    WATER 
Four      Star      Distribution      (  orp. 
launched  a  nev   <  ampaign  in  ~^\ 
vertising  trade  papers  to  aid  sta 

tions  and  their  reps  in  sellings  spots 

on  Rifleman  and  UU  k  Pou  i  //  Thea 

tre.  In  its  ads,  the  s)  ndi<  atoi  <  huts 

the  stations,  reps.  Aa\  and  time  slot 
ot  recent  sales  00  the  two  shows 
Time  buyers  and  potential  spons.ns 

are  graphically  shown  where  spots 

ale    a\  ailahle    on    the    tall    s(  hednle 

ol  stations  carrj  ing  the  two  F< iui 

Star  series. 

NEW  PROPERTIES:  20th  Cen- 
tury-Fox T\  is  placing  into  syndica- 
tion !!*■>  films  produced  by  20th 
Century-Fox  Film  Corp.,  undei  the 
title  '"( lenturj  1 1      The  pa<  kage  had 


Hootenanny  filling  Cincinnati  air 

\\(T()  has  inaugerated  a  24-hour,  seven-day-a-week  Sunimei    II 
.mm .  iwith  (>nl>  nf« .  breaks  .ind  commercials  interrupting  tin-  tolk  music 
Mm  sessions.  The  tonn.it.  which  «ill  continue  "at  least  through  October,'' 
was  heavil)  promoted  b)  th<  station   Sounding  the  call  an  Jim 

Dandy;  d-j.  Mylea  Foland;  sta.  dir   Hill  Dawes;  d.j.  Hill  Hums.  pro-,  dii 
Dick    Provost     Country-ot-Westeni    music    i>    present    niajoi    nr 


sponsor  26  u  (.i  si    : 


its    first     e  m     \H(       I  \ 

Saturday  Vig/il  at  t 
Monday  Si  \ht  'it  tin    \i 
is  the   u  <  ond  tnn<    20th  < 
i        I  \  has  jj  ndi<  ated  "II  ■ 
movies,  the  In  I  inal 

Saturday  Si  [hi  at  thi  \i 
i|    10  featui        (      iturj   1 1    has  al 
read)     been    bought    b)     is 
tions  \H(    I  ilins  is  s.  Hi! 

(  ontinental  Classroom 
\li(     i  \    till,  d  /  ht   Stru    i      and 
I  inn  iinit^  i tj   \nn  iii  an  Goci  i nrru  ni 

M  \  has  a<  quired  six  post  I 
\l( ;\l  features    all  ol  xxlm  h  ■■ 
in  theatrical  release  .is  late  as  I 
The  p-K  kage  « ill  Ix-  called    1 1 
and  present  plans  <  all  l"i  immedi 
distribution  Foi  h  Karzmai 

Productions  and  2()th  Century-Fox 
Telei  ision  havi  i  nter<  d  inl 
production  agreement  wherebj 
Karzmar,  utilizing  its  own  produc- 
tion staff,  w  ill  develop  and  produi  e 
a  minimum  ol  six  t\  scries  lor  the 
1964-65  season 

PRIME  TIME    I  ILLY:  Thirt)  six 

ol  the  more  th an  50  markets  si 
to    ail     United     \rtists     I  \  s 

hour  Wolper  dram  it  n  spei  ials, 
bowing  in  November,  have  cleared 
prime  time  For  the  w  hole  package 
reports  M.  I  Bud  Rifkin,  exe<  utiva 
vice  president  for  sales  The)  in- 
clude Ki  VBC  TV  affiliates  Mine 
CBS  TV,  I  I  NBC  TV,  .md  tl 
indies  In  addition,  the  six  specials 
full)   sponsored  on   13  stations 

NOTE  FROM  I  ffl    NOR!  II   CBS 
Firms  repoi is  that  billin 

Aa  foi   196  I  are  alread)  more  than 
higher  than  a  '   li( 

has  purchased  foi  its  lull  network 
/>.  i  erly    HiUbillu  t,    Pi  try    Mason, 
.md  The  Di  t<  ndi  ra   For  its  lim  I 
network    <  I  I  jht   Tht    Vui 

and  Candid  Cami  ■      N 

Hon   sales   w  made  on   tl 

s,  ii.  s      The    lieu    ]>  mi    I 

was  pun  hased  by  Cn    I  •  levision 

\.  •--. .  ik     Sold      n    a    national    spot 
hasis  is  the  new    Petticoat  Junction 

series  American  Home  Produ 
\  ia  Young  &  Rubi<  am,  w  ill  sp.  n 
it  ..n  id  ( Canadian  statii  ins  fl 
hide    and    Gum  have    b 

bought  On  a   major   market  and 

4ion.il  basis  stations  m  the  French- 
speaking  aada    h 

bought  Wanted — Dead  or  .\ 
and  the  half-hour  Gun  and 

\ir  1 


I 

1 


Newsmakers  in 
tv/radio  advertising 


*w 


i»ii 


Peter  Reinheimer 

Screen  Gems  has  announced  the  appointment 
of  Reinheimer  as  national  sales  manager,  to 
work  directly  with  national  sponsors,  agen- 
cies and  networks  in  behalf  of  Screen  Gems 
network  series.  Formerly  eastern  sales  man- 
ager of  ABC-TV,  Reinheimer  joined  the  net- 
work three  years  ago  as  assistant  daytime 
sales  manager,  was  previously  with  BBDO,  in 
the  tv  department,  and  as  account  executive. 


Vina  C.  Ruggero 

An  account  executive  at  Ted  Bates,  Miss 
Ruggero  has  been  elected  a  v.p.  and  account 
supervisor.  Miss  Ruggero  joined  the  agency 
in  1961.  Prior  to  that,  she  was  an  account 
executive  for  Shaller  Rubin  Company  and  has 
previously  been  the  sales  promotion  man- 
ager for  Reed  &  Camrick,  a  pharmaceutical 
firm.  Miss  Ruggero  is  a  graduate  of  Mary- 
mount  College  in  Tarrytown,  New  York. 


Oonn  E.  Winther 

Formerly  assistant  sales  manager  of  WBZ-TV, 
Boston,  Winther  joins  WABC-TV  as  advertis- 
ing and  promotion  manager.  Prior  to  that, 
he  served  as  WBZ-TV  promotion  manager,  and 
previously,  was  advertising  and  sales  promo- 
tion manager  of  stations  WFIL-TV-AM-FM, 
Philadelphia.  Winther  won  the  NBC  promotion 
competition  in  1961  and  was  the  recipient 
of  two  Billboard  promotion  awards. 


Marshall  Keeling 

Keeling  has  been  appointed  tv  sales  manager 
of  the  Chicago  office  of  Advertising  Time 
Sales.  Keeling  joined  the  Chicago  sales  staff 
of  ATS  in  1961,  coming  from  ABC-TV.  Other 
associations  include  NBC-TV  and  the  tv  de- 
partment of  Paul  H.  Raymer,  station  repre- 
sentatives. John  Murphy  has  been  named 
radio  sales  manager  of  the  same  office.  He 
was  previously  with  Branham,  and  Weed. 


Alvin  Kabaker 

Following  top  management  realignment  at 
Compton  Advertising,  Kabaker  has  been  ap 
pointed  senior  v.p.  Now  general  mgr.  of  Comp- 
ton's  West  Coast  operations,  he  joined  the 
agency  as  director  of  radio  and  tv  in  1955. 
For  15  years  he  was  associated  with  Dancer- 
Fitzgerald-Sample.  Also  named  senior  v.p.  are 
Peter  Burns  in  Chicago,  Paul  Cooke,  John 
Cross,  and  C.  S.  Mitchell,  Jr.  in  New  York. 


WEAVER  LOOKS  AHEAD 

(Continued  from  page  27) 

be  patrons  of  cultural  coverage: 
The  elite,  the  influential  people — 
there's  no  way  of  reaching  them  on 
television  in  terms  of  targeting 
them.  You  can  do  it  in  some  ways, 
hut  at  the  high  time  costs  of  the  net- 
work it's  hard  to  get  it  to  make  sense 
for  advertisers  who  have  special 
missions.  It  could  he  set  out.  so  that 
it  \\  as  a  service  to  the  public. 

Q:  How  does  cultural  coverage 
in  the  U.S.A.  compare  with  other 
countries? 

A:  We  have  the  worst  record,  I 
would  say  —  having  been  almost 
constantly  abroad  during  the  last 
four  years  —  in  comparison  with 
other  broadcasting  operations,  in 
that  our  cultural  events  are  not 
available  to  the  public;  they  do  not 
go  to  the  opera,  they  do  not  attend 
a  concert,  they  do  not  see  the  bal- 
let, they  are  not  at  the  theatre  of 
the  classics — they  are  not  exposed 
to  the  cultural  and  literary  spec- 
trum that  they  can  see  in  Australia 
and"  England  and  France  and  Italy. 
This  is  mainly  due,  again,  to  the 
hi eli  network  time  cost  and  the  faet 
that  we  simply  don't  have  enough 
stations. 

Predicts  "elite  network" 

UHF  will  solve  this  problem;  we 
will  have  an  elite  network,  we  will 
have  cultural  coverage  in  depth,  but 
it  w  ill  take  time — another  five  or  six 
years.  But  that  kind  of  a  service 
could  be  set  up,  in  a  way.  even  to- 
day. I've  worked  out  an  event-of- 
the-week  type  coverage  of  major 
cultural  events — I  admit  I  haven't 
sold  it  yet — so  that  we  could  have 
them  available  to  the  people,  at 
least  in  major  markets.  But  again. 
you  start  with  what  is  good  for  the 
buyer,  and  it  is  knowledge  of  that 
which  has  been  my  secret  weapon. 

Q:  How  would  you  categorize 
the  present  management  of  the 
networks — if.  as  you've  already 
said,  they  are  not  advertising- 
oriented? 

A:  The  basic  change  was  that 
originally  the  networks  were  pro- 
gram    operations.     \s    the   business! 


56 


SPONSOR    L*(»    \i  1. 1  m     I'1" 


\  ami  pi n  es  i  ontinued  u >  in 
tlit  move  mI  progi aming  inti >  <■  Iosco 
forms  mostlj  tin  pi<  hire  set  lea 
made  in  Hollywood  had  .1  ten 
dene)  t"  liiini  the  kinds  "I  products 
being  shown  on  television  and  also 
the  ways  in  which  television  was 
bought:  You  could  eitha  bu)  the 
program  outright  hi  .t  segment  "I 
it  Hut  the  overall  unpad  "l  tli.n 
reduction  meant  tint  instead  <>l 
li.i\  ing  mujoi  progi am  groups  w  li<' 
ran  the  network  you  li.nl  more 
like  the  radio  da)  s  men  « li"  ran 
tin-  networks  w  li<>  wen-  basi<  all) 
facility-oriented,  .mil  tin-  program 
ing  was  bought;  the)  went  to  sup- 
pliers lor  it     .is  the)  did  in  radio 

\d\  irt  i  sin  n-t  minim;    \  it;il 

\iul.  let's  face  it.  the  networks  are 
radio;  the)  re  run  l>\  radio  nun.  b) 
radio-facilities  nun  in  their  train 
ing.  While  there's  .1  new  genera- 
tion <il  t\  -trained  people,  man)  '>| 
them  are  not  advertising-trained 
and  so  the)  leave  nut  one  ol  the 
necessar)  fields  ol  knowledge, 
which  is  unfortunate  to  sa)  the 
bast. 

(J:  II  ould  it  he  possible  and   or 

desirable  /<»  break  ///>  this  concert* 
tration  of  source*  of  programing? 
\  Youi  programing  source  is 
basicall)  four  or  five  major  studios 
and  two  or  three  production  houses, 
.mil  the  networks  themselves.  Nov 
the  networks  are  getting  back  some- 
what into  programing,  but  not  .is 
much  .is  the)  were,  direct!)  with 
their  own  stalls  I  think  what  11  hap- 
pen, whether  desirable  <>r  not,  is 
that  with  the  us  coming  -with  the 
abilit)  to  have  man)  stations  in  ma- 
jor markets,  the  lack  of  which  has 
held  back  program  development  in 
the  countr)  to  date  we'll  thru  see 
.1  new  galvanizing  ol  program 
sources  .mil  development  ol  the 
program  business  not  now  going  on. 

Opportunity  for  "comebacks" 

You'll  have  an  .il>ilit\  to  sen e  .ill 
tin'  advertising  interests,  to  serve 
the  artistic  needs  ol   many,  main 

people  who  used  to  he  in  teli'\  ision 

.mil  who  aren't  in  it  an)  more,  be- 
cause the  minute  you  go  down  to  .1 
limited  number  ol  attractions,  most 
ot  them  serials  being  made  in  Hol- 
lywood, you  rut  down  on  the  need 
tor  large  numbers  ot  people  to  pro- 
duce  programing.  These  people  are 


a\  ailable  ami  would  1 1  k «  to  be  ba<  k 

III  the  business,  ami  the  U  S  "lh  I   .m 

othei  opportunit)  to  them 

(J:    in-  tin-  existing   networks 

lil.rl\  lo  mull  un\  oj  this  oro- 
graming  talent? 

\  I  think  the  existing  networks 
w  ill  open  up  in  l'>i  111     I  he  H  pn  tun 

sei  1.1I  thing  1. in  a  shot  t  < »   and 

kind  ol  ended  Man)  <>i  tin-  show s 
are  ver)  good  the)  always  have 
been,  mm  ies  are  .1  wondei  lul  me 

llllllll       hut    so   is   the   tilt  aln     alnl   s" 

is  the  Broadwa)  re\  ue  and  so  is  tin 

\  aiide\  Hie  house  ami  the  i  .nit  .  i  I 
hall,  hut  we  COVer  the  stadiums  and 
tin    mo\  ie  studios  and  we  should  he 

covering  everything.  This  is  part  1  >l 

a    philoSOph)     ol    t\     that    essent  lal  l\ 

is   coverage-oriented,    communica 

tionS-Ol  lented     1   ike.  Ilankh     I  In    I   I 

dio  program  people  .ue  following 
as  against  the  mo\  ie  people,  w  ho 

essentialK     are     Stor)  tellers       1  heir 

whole  training  is  toward  telling 
stones,  this  is  not  the  same  thing 
as  'covering*  entertainmenl  lor  peo 

pie,  let  alone  m  m-rii  tion 

Q:  II  as  the  destruction  of 
ru<li<>  networkings  and  the  de- 
struction of  the  major  HoUyteood 
studios,  in  any  way  the  inevitable 

ri-snll  of  similar  philosophies  of 

management?  Is  there  any  likeli* 

hood   (if   a   similar   fair    befalling 

television  networking  ? 

\     I  loll)  wood's  failure,  under  the 

impact  ot  television,  to  do  an)  real 

development   toward   new    kinds   ol 

attractions,  new  material  that  might 
attract  special  audiences,  has  hurt 

the    studios    greatl)  .     Vs  yOU    know  . 

most  ol  theii  business  now   comes 
from  teenagers,  ot  course,  part  "l 
that  the)  couldn't  have  helped  be 
cause  television  was  too  powerful 

Part   ol    it.    I   happen  to  think,   the) 

could  have  helped  in  .1  big  wa)  .  hut 

the)  did  not  and  w  ill  not  realh  ex- 
plore, because  the)  don't  In  li  \> 
that  an)  thing  w  ill  work  in  .1  theatre 

unless  it  tells  a  stOT)  Tin  \  |ust  don't 
helie\  e  it.  their  braining  is  1  onsider- 
ably  different. 

Big  audience  lor  non-fiction 

Now,  our  training  is  something 

else    .mam.    radio    training    is    that 

everywhere    people    gather,    othei 

people  would  like  to  he  tin  I.  and 
Mill  Can  '4ft  them  there  w  ith  radio 
and  now  with  t\  and  pit  tines,  th. 


fore  you  take  tin  se  different  thit 
ami   extend   them   outward   to 
how  In  ■   tn  audit  m  1   you  I  an  .'•  t 

and    Mm    1  an     [(  I     tn    in.  o  d:LI' 

nidi,  in  .   ft  'i  non  In  tion    1 1  ^  am 

11114  the  lll'.\  It     pe.  .pit     ha\  e  not    ti 

ni hi  In  Hon   because  the)  I  ^» 

example  oi   tin    publii  ation  1   busi 

lit  ss    In   t.  .It      thelll 


(  It 


VS    111  ■  w  (  linn  I     m.e'a/ines 


Ml  ol  tin    ■.■! .  at  publii  ati. .us  that 
have  I" '  11  l"n  11  in  the  l 
have  In  1 11  non  B<  tion     l  if*    1 
1,.  ,,l.  1  s    Dig<  st      l  v    Guid      US 
\ew  s    these  are  not  In  tion  ma 
/mes.  the)  do  nut  'tell  stoi  ies    It's  a 
clue  w  e  followed  in  tele>  ision  1 
from  the  liist  da)    ol  rtarfing  Ins 
tor)  .is  broadi  ast,  in  starting  an  al 
tempt   t"  covet   the  real  w orld  In 
ever)  possible  wa)   with  Today  and 
Tonight  ami  Home  and  ^  id*  w  Id* 

M  ■  ihl  and  all  the  rest  of  the  shows 
like    that 

Ol     ><>     then-    nas     a     i  om  mon 

thread  which  lied  together  mam 
of  your  program  innovations? 

\  It  was  part  oi  an  overall  plan 
\nd  il  I  really  were  going  to  run  a 
netw ork  again  I  would  ni 't  sit  hen 
ad-libbing.  I  would  go  out  and  look 
at  the  problems  and  see  w  hat  ad\  1  1 

tisim:  needs.  .un\   I   would  look  mti> 

the   creative   world   and   see   who 
needed  w  hat  in  terms  of  opportuni 
ties,  new  forms,  niii"\  atiniis.  expt  1 1 
mentations  in  pr<  igraming.  I'd  look 
into  the  non  fit  ti. m  areas  that  hav< 
not  \  et  been  <  o^  er<  d,  into  the  forms 
and  structures  "I  programing  that 
an-  not  \et  being  done 

(J:    H  011  hi  any  of  the  OVeTSOSU 

methods  you've  teen  be  applica- 
ble to  '/w>  rounlr  \  f 

\.  It's  fascinating  to  an  American 
who  spent  much  time  like  myself  in 
ad\ ertising  and  programing  to  work 

111    England,   where   \.>ur   television 
si  n  1. 1    is   the   hi'.:,    long   program 
with  .in  .  n  .  asional  interruption  and 
then  many  man)  commercials 
ri'zht  alter  another    The  comma 
rial    effectiveness    is    I  dl\ 

powerful   no  matter  what   an\h 

sa\  s — tin  I,  s  no  use  tr\  ing  to  1 

paif  the  \  allies  we  ha\e  w  ith  SOI 
one  eh. 

W  onhl  tr\    the  British  s\  stem 

•ust  diaw   a  rule  ami  sav  that 

it  in  this  countr)   we  had  a  Mock 
program,  let's  say  three  hours'  I 


SPONSOR   Ut,    ugi  si    : 


1. 


and  an  inter-connected  entertain- 
ment that  was  broken,  perhaps,  a 
couple  of  times  and  you  put  all  your 
ad\  ertising  in  there,  the  people  who 
bought  those  ads  would  get  great 
value  out  of  them.  Now,  whether 
they  got  as  much  value  as  doing 
something  else  would  depend  upon 
how  much  they  spent.  Now,  today, 
you  can't  try  that  sort  of  concept 
of  all-night  programing.  But  one  of 
the  things  I  would  look  into  would 
be  whether  you  could  combine  all- 
night  programing  and  the  English 
s\  stem. 

Good  value  at  lower  cost 

The  advertisers  would  hate  it,  be- 
cause they're  used  to  a  different 
evaluation,  but  that  doesn't  mean 
it  wouldn't  work.  Once  we  have  us 
and  saturation  in  major  markets  1 
know  we'll  do  it  because  then  we 
don't  start  with  $150,000  an  hour 
and  the  advertisers  don't  have  to 
pick  u])  that  much  of  a  load;  they 
can  get  real  good  value  at  a  much 
lower  level  of  cost.  It's  all  relative, 
it's  how  much  you  get  for  how  much 
5  on  spend.  So  that's  another  wax 
the  advertising  usefulness  and  the 
form  and  the  creative  community 
and  the  needs  of  the  general  public 
can  all  be  met  by  something  new. 

(J:  Do  you  believe  it  would  be 
pt>ssible  today  for  any  one  man  to 
carry  out  major  network 
4- ban  lies? 

A:  Vou  don't  have  to  react  to  the 
business,  you  can  make  it  change 
by  doing  something  about  it.  What 
you  do  must  depend  in  great  part 
upon  knowledge,  not  upon  going 
to  a  supplier  .  .  .  you  really  have  to 
think  out  the  problems  your  busi- 
ness is  lacing  and  then  find  a  solu- 
tion which  re-orders  the  same  ma- 
terial within  a  new  conceptual 
framework  that  will  work  for  every- 
one, Then,  all  of  a  sudden,  it's  old. 

Has  a  candidate  now 

The  all-night  idea  is  just  one  ex- 
ample. I've  got  50  shows,  each  one 
of  which  is  a  solution  to  a  given  set 
of  problems.  I've  a  daytime  show  I 
worked  out  lor  a  network,  where  I 
was  trying  to  develop  a  show  that 
would  run  as  long  as  Today:  it  was 
that  fundamental  a  need  and  that 
inexhaustible  a  source  and  that  cap- 
able, il  \  on  solve  problems,  of  being 
produced,  because  this  was  a  hard 


show  to  do.  1  have  such  a  show, 
which  1  now  have  only  to  sell;  but, 
again,  if  you're  in  the  agency  busi- 
ness the  chances  of  your  happening 
to  have  the  clients  who  could  un- 
dertake to  mount  these  big,  big 
projects — and  this  is  a  big  daytime 
project — are  unlikely,  so  we'll  have 
to  go  to  some  sort  of  cooperative 
venture  with  the  other  agencies. 

Q:  Television  has  ivorked  well 
for  the  clients,  and  for  network 
management.  Has  it  worked  well 
for  the  creative  community? 

A:  Certainly  it's  worked  well  for 
some  of  them — who've  made  a 
great  deal  of  money.  What  happens 


THE  COMING  OF  UHF:  It's 
no  pipedream,  says  Pat 
Weaver.  ISext  iveek.  the  ex- 
head  of  NBC  tells  why  he  be- 
lieves advertisers  and  agen- 
cies will  find  new  marketing 
values  via  uhf  stations;  hoic 
the  fourth  (and  fifth  and 
sixth  )  network  will  be  run. 
and  why  the  existing  net- 
works have  partially  failed 
both  the  viewing  audiences 
and  the  advertisers. 


is  that  there  are  many  people  who 
get  caught  in  the  mill  and  who 
wind  up,  through  no  fault  of  their 
own,  not  having  the  kind  of  jobs 
they  probably  deserve  in  terms  of 
merit.  It's  very  hard  in  a  business 
as  closed  as  television  for  them  to 
make  a  few  calls;  if  they  strike  out 
they're  through,  there  is  no  place 
to  go.  It's  like  an  actor;  if  he  can't 
get  a  part  he  just  sits  there — but 
these  people  aren't  actors. 

Q:  Rephrasing,  has  there  been 
either  the  physical  or  intellectual 
liberty  to  create  the  kinds  of 
slums   which   you    would   like   to 

see? 

A:  When  I  was  at  NBC  I'd  say 
"Yes",  because  I  went  ahead  and 
did  them.  The  difficulty  is  that  the 
only  place  where  you  can  do  what 
vou  want,  what  you're  convinced 
is  a  good  thing  lor  all  parties,  is  at 
the  network.  There  is  no  other 
source. 

The  clients'  needs  are  too  dispa- 
rate,   as    a    rule,    and    the    a<4cncv 


doesn't  have  the  list  of  clients  who 
would  mount  a  big  operation;  there 
is  no  form,  and  the  business  is  too 
competitive  as  yet  for  us  to  engage 
in  joint  buying  practices — even  if 
it  were  legal,, and  I'm  not  sure  it 
would  be  under  the  trust  monkev  - 
husiness. 

Admits  disappointment 
I  think  all  of  us  in  programing 
would  say  we're  disappointed  in 
what  has  been  done  compare! 
with  what  might  have  been  done 
and  what  could  have  been  done. 
The  whole  premise  of  the  network 
structure  was  based  on  a  very  high 
retention  of  income  from  the  time- 
cost;  by  the  networks,  in  order  to 
subsidize  a  vast  talent-development 
plan,  a  tremendous  refreshment  of 
forms  for  writers  and  producers  to 
work  in  and  artists  to  be  seen  in, 
for  advertisers  to  support  in  many 
varying  ways  to  increase  usefulness. 

Says  "creative  drive"  suffers 

Of  course,  as  you  grow  bigger  you 
make  more  and  more  money,  and 
this  certainly  was  true  of  my  man- 
agement at  NBC.  When  you  try  to 
hold  back  on  that  kind  of  momen- 
tum, I  think  you  lose  a  lot  of  your 
creative  drive  and  you  become 
more  and  more  of  a  facility. 

(J:  Is  this  an  inevitable  form  of 
ossification? 

A:  1  don't  think  so.  The  networks 
are  just  the  same  as  the  magazines 
and  newspapers;  they  reflect  the 
ideals  of  their  owners  and  their 
managements.  The  networks  have 
to  decide  who  the)  an'  and  xvhat 
they  are  and  what  they're  trying  to 
do,  what  service  the)  can  be,  and 
then  they  go  ahead  and  run  their 
operations.  If  they  don't  know  what 
they  are,  if  they  just  try  to  react, 
then  the)   have  a  problem 

(J:  How  do  you  make  money 
yet  preserve  the  creative  (lair? 

A:  I'll  remind  vou  that  NBC  has 
nev  er  made  either  the  percentage  <>l 
net  or  gross  profit  since  I  left  that 
it  did  while  1  was  there.  In  terms 
of  percentage  ol  their  dollar  hilling 
they  probably  never  will  make  it. 
The  two  things  an-  not  incompat- 
ible; on  the  contrary,  creative  drive 
and  movement  ahead  is  usuallv  lol- 
lowed,  in  most  businesses  and  in- 
cluding show  -business,  bv  increased 
gross  and  net  revenues. 


58 


SPONSOR    26    vi .a  si    191 


REGIONAL  VARIATIONS 

(   ■  'ii! miii  il  \ii  >ui  I'll    ,     \2 

share    29       I  he  rating  and  share 
profile    l"i     tins    t\  pe      includin 
Hawaiian  I  ■      H  u      66    ind  like 
shows  l    was  extreme!)    similai    to 
(  i  mi.-  I  )etective. 

Suspense  Drama  rating  19 
share  2i)  Programs  su<  Ii  as  Fu  i 
light  Zone  and  lifted  Hii<  I"  ot  A. 
like  Vction  adventure,  showed  an 
umuzing  similai ii\  to  ( Irime  I )ete< 
tJve 

\s  might  be  expe<  ted  rating  and 
share  fluctuations  were  more  appai 
cut  within  individual  programs 
from  one  set  don  oi  the  (  OUntrj  to 
another  than  within  indh  idual  pro 
gram  typt  s  From  one  section  to 
anothei  \  good  case  in  point  was 
Lassie,  the  « >i  i  ]  \  program  making  up 
tin-  ( Children's  Dr. una  category 

\u.uii  combining  all  27  markets 
analyzed  in  tins  study,  Lassit  re- 
ceived an  average  rating  oi  33,  com- 
paring most  favorabl)  \\  ith  VRB's 
Man  I.  1  \  National  rating  "I  32  foi 
the  same  program.  In  relation  to 
share  ol  audience,  Lassie  received 
a  u  hopping  573  in  the  markets  com- 
bined. 

It  Figures  3  through  1 1  are  ex- 
amined, it  can  be  seen  that,  1>\ 
Census  Regions,  Lassit  received 
ratings  which  ranged  from  2~->  in  the 
Mountain  Region  to  13  in  the  East 
'h  (antral  Region,  and  shares 
that  ranged  from  rJ  in  the  West 
North  Central  Region  to  68  in  the 
North  ( Central  Region. 

\sulf  from  differences  in  prefer 
ence  foi  Children's  Drama  which 
ma)  have  existed  from  one  section 
of  the  countn  to  another,  here  are 
additional  possible  reasons  for  the 
rating  and  or  share  fluctuations: 

1  Lassie  was  telecast  at  differ- 
ent hours  in  different  parts  of  the 
countr)  In  Us  oi  the  27  markets 
the  program  was  shown  at  7  00 
I'M  Nine  markets  showed  it  al 
8  00  I'M.  and  two  at  5:00  I'M 
Sun e  the  s.ts  m  use  betv een  5 
and  7  I'M  varied  considerablj  in 
most  markets,  the  ratings  tended 
to  van  corresponding]) . 

2  There  was  a  meat  deal  ot  dif- 
ferent competitive  programing 
opposite  Lassie.  Some  ot  this  pro- 
graming apparent!)  was  effective 
m  gaining  its  rightful  share  of 
the  viewing  audience.  Other  pro- 
graming apparentl)  was  extreme 
h   ineffective  toward  this  end. 

SPONSOR   26    \i  (.i  si    !■• 


I  In    different  <     in    ti 
time  usualK  meant  diffen  m  es  m 
pi  ogram  lead  m  also    I  he  impoi 
tain  e  ol  hold  "\  <  i  audi<  nee  can 
not  he  ovei  emphasized    In  tins 
ii -spei  t  it  is  interesting  to  anal) ze 
the  quartei  houi  pri  i  eding  Lassit 
as  well  as  tin'  lust  quartei  houi 
ol  /  assU  itself  <  > t  1 1 •.  2\  markets 
w  here  Lassit  had  top  ratings  dui 
ing  its  in st  quartei  houi    u  stud) 
ol    the    pa  1 1  din      quai  tei  houi 
programs  show  s  .  .  . 

a      tin-    Lassit     station     to    he 

lii st  m  1  s  mai  ki  ts 

b      the    Lassie    station    to    he 

tied    with    a    competitive 

station  in  2  markets    and 
i     a    competing    station    to 

hold  top  ratings  in  onl)    I 

markets 
The  remaining   >  mai  kits  w  hen 
Lassit    had  lower  ratings  than  a 

competing     station     showed     that 

i.  ompeting  stations  to  have  highei 
ratings  in  the  pre<  eding  quartei 
hour  als 
rhere  were  undoubtedl)   a  host 

I  Other  reasons  w  h\  mdi\  idual  pro 

stains   iei  ei\ed   higher  ratings   in 

one  Section  ot  the  COUntX)  as  op- 
posed    to    another,    hut    these    foul 

seemed  to  he  ot  prime  importance, 

at   least    from   the   \  iew  point    ol    Ont 

research  anal)  st.  ^ 

NEW  SPOT  RESEARCH 

(  ontinued  from  f>au<  37 

So  tar  Rorabaugh  has  onl)  c  he<  k 

ed  with  a  lew  reps  ahout  the  opera- 
tion,   hut    he   reports    that    the)    an 

enthusiastic  ahout  organizing  a 
phase  ot  agenc)  relations  which, 
lor  years,  has  been  disorganized. 

Rorabaugh  feels,  and  man)  ag<  n 
i  us  agree  w  ith  him;  that  sin<  e  all 

the     information     reported     In     the 

reps  w ould  he  histoi  ic     aftt  i    the 

fa<  t    .   there  would  he  no  \  iolatimi 

ol   confidence  on  the  part  ot   the 

reps   in   their  relationship  w  ith  sta- 

tjons,  advertisers  and  agencies 
\   media   research   executive   at 

(  ompton   expresses   the   opinion   ot 

the  majorit)  ot  agent  ies  conta<  ted 

sa\  ing: 

"  \t  present  Rorabaugh  is  tin  onl) 
system  which  gives  us  dollai  ex- 
penditure data.  W  i  teel  that  the 
new  service  with  its  improved  a< 
i  ut .n  \  and  greater  depth  will  be 
most    valuable.    But    w<  .till 

subscribing  to  li  \i;  ^ 


COMMERCIAL  CRITIQUE 

'     uiiuiK  il  from  i"i  i    I" 

ing   its   selling   pin  post       I     ■  ould 

•  oils      lift  T - 

t  hi  ut  <>t  tin  jii 

hii  l\    siilln 

i  lanki  (I  out,   mechanit  al   d 
the  an    Mi  'st  ol  it  dont    I  ipe 

ices  who  are  moi  I  in 

the  residual  pa>  ments  the)  gel  foi 
performing    theii     sIhmIiK     efl 

than  in  doing  WOrk  that   w  ill  n  : 

i  redit  on  tin-  advt  itisn,^  busim 

W  hen   it    (  OmeS   to   1 1 ii-I.  .<  1m     i: 

tion    in    insti  i in i< nt .it f  mi     s.  oi 
voicing,  null  ic    iinio\  ations  -  -  '■ 
\ou  (  an  have  a  i  reative  field  <\.i\ 
It   you  can  do  it   with  \er\e  and 

gOOd    taste     III.  i|e   p.  IWa    to  \  oil'     I  he 

hiisim  ss  needs  \ .  >n  \nd  w  ill  pa) 
VOU  w  ild   mom  \    foi    )  OU1    ill 

\s  examples  ot  w  hat  imaginative 

SI  'iin.;  and  \ok  in-  i  an  do  to  make 

a  jingle  into  a  Inst  ( lass  selling  tool 
consider   what    Northwest    Virlines 

did    w  ith    the   oriental    flavoi    ot    the 

se\  en  notes  in  North  west  ( )r  1  ienl 

\ll     lilies — the    notes    spiked    with    .1 

<  liuiese  gong.  The  simple,  hut  (  oin- 

pelling  nniseiA  rhyme  melod)  that 

.  allied    the   l\  IK  s   for  '  (.a\lord"   the 

■  Ii  i  tri<  basset  hound  to)  during  the 
Christmas  season  last  year.  Ideal 
To)  has  reported  that  the)  sold 
ever)   piece  the)   could  make.  Tin 

ease  with  which  kids  could  -rasp 
the    melod)    had    a    lot    to    do    with 

that  sik cess  Thi  re'sa  DuPont  com- 
mercial on  women's  hosier)  and 
w  hy  women  ought  to  wear  hos 

all  the  time — even  m  the  summei 

"The     Lad)     Isn't     Dressed     I  i, 
Ihi   Legs  1  \  whizz-dill) 

ot   a  cop)    line     Rut   we're  COnsit : 

ing  just  the  jingle  It's  like  a 
second  act  opening  musical 

ied)      \l     k   il  m<   ;  ■  ■■    I  >  ome 
sort   ot    thin 

I  here  are  man)    other  hue  and 
worthwhile  things  that  can  makt 
jingle   sprout    wings   and   tl\ 
things     hke     \\  ins-  n's     CRACK 

<  Ii  \<    k    in    the   middle  ot   a    |m_ 

Hut    you'll   develop   the   inn 

tions  \ oiuselt.   The  purpose  hert 

simpl)   ti tline — and  give  a  tew 

examplt  the  things  l 

like  to  think  ought  to  be  in  a  |in_ 
V  g     d  selling  proposition 
L)  ru  s  that  ible 

Melodic   invention 
\u.i  •  .m.  1    It 

you  have  that,  you'll  find  the  otba 
ome  bj      ^ 


THIS  PIECE  OF  CLOTH 
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Almost  a  hundred  years  ago  a  doctor  wear- 
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Today  Red  Cross  nurses  and  doctors  are 
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^SING^ 


%nr^ 


•  THIS  SPACE  CONTRIBUTED  AS  A   PUBLIC   SERVICE  • 


mi 


SPONSOR    26    vi  (.i  m     Ifl 


VIEWPOINT 


A  column  of  comment 

on  broadcasting/advertising. 

by  industry  observers 


EMPATHY:  THE  VITAL  PLUS  OF  NEGRO  RADIO 


By    BERNARD    HOWARD 

;>>.  -    /;.  111, ml  II. >ii  ard      I        \  )  i 

Ks  a  result  ol  the  recent  ra<  ial 
tensions  which  have  been  making 
headlines  everywhere,  the  N 
priented  radio  station  today  enjoy  s 
.1  rapport  w  ith  its  community  un 
matched,  perhaps,  in  the  history  i>l 
communications 

This  empathy  Ins  been  develop- 
ing over  the  past  Few  years,  but  the 
licit  engendered  l>\  the  present  <lis 

till  haliees    seems   tO   have    welded    l! 

with  .1  l)i)iid  ol  such  strength,  and 
with   an   increasing   magnetism   <>l 

sneli  power,  that  we  who  have  heen 
vv  ith  Negro  radio  almost  since  its  in 

ieption  and  who  have  seen  its  phen 

oinen.il    growth,   find    it   almost    im 
|)ossil)le  to  1 1 1 IK  comprehend. 

The   reasons.   o|    course,   are   sell 

evident.  Negro-oriented  radio  is  the 
onU  medium  through  which  the 
negro  himseli  believes  he  can  re- 
hive  the  happenings  ol  the  <.\a\  .is 
thev  happen,  and  he  feels  thev 
should  be  reported  It  '^i\es  him 
more  ol  his  side  o|   the  stOTJ  .  more 

of  the  internal  I. nets  non-Negro  sta 
tions  overlook;  it  gives  him  more  ol 
the  kind  o|  editorials  he  likes  to 
hear  delivered  1>\  announcers  he 
knows  are  on  his  team,  and  it  does 
this  more  consistent!)  and  more 
often  than  am  other  medium,  lie 
tunes  to  it  Inn  ause  ol  his  ow  ii  sense 
of  urgency .  and  because  of  his  inner 
faith  thai  w  hat  he  hears  w  ill  more 
ele.seK  approximate  his  own  sense 
'>f  justice  and  truth 

Evidence  ol  this — it  more  evi- 
dence weie  needed — w  .is  given  me 
ill  Chicago  w  here  recent  Iv  we  spon- 
sored ,i  two-da)  seminar  attended 
In  some  30  ol  the  Negro-oriented 
station  operators  we  represent.  To  a 
man  the)  pin-pointed  the  mere. is 
ingl)  responsive  audiences  being 
built,  emphasizing  that  this  growth 
was  almost  m  direct  proportion  to 
that  station's  involvement  in  Negro 
COmmunit)  affairs. 

y  important  was  this  direction 
that  a  meat  part  of  one  of  the  sem- 
inars concerned  itself  with  a  disc  ns- 

SPONSOR    Ut,     m  GUST    I" 


sion  ol  even  bettei  methods  to  he 
employed  to  increase  tins  listenei 

ship  still   further  Via  a  heavier   load 
o|   local  newscasts,  and  the  develop 
men!  ol  a  national  NegTO  news  net 
w  oi  k. 

Spurring  tins  particulai  phase  in 

station  programing  is  the  fad  that 

in  onl)  one  top-ten  market.  (  '.\w 
CagO,  is  there  a  clailv  NegTO  news 
paper.  Ml  the  others  are  serviced 
hv  semi  weeklies  or  weeklies,  with 
some  even  covered  hv  special  edi 
lions  printed  and  prepared  in  an 
other    city.     In     addition     we     have 

found  that  circulations  among  (lie 
Negro  newspapers  generally  have 
been  declining,  while  listenership 

to     Negro  oriented     radio     stations 

has  been  climbing.   Experts  anal- 
yzing   this    condition     believe     mi 
mediae)     kevnotes    this    factor,    tin' 

desire  b)  Negro  community  citizens 
to  know  immediately,  not  davs 
Liter,  what  is  happening  locally, 
nationally  and  internationally  that 
concerns  and  effects  them. 

Seen  as  "added   phis" 

From  the  seller's  viewpoint,  all 
these-  are  pretty  powerful  argU 
incuts.  With  today's  agencies  de- 
manding  more  than  just  numbers  as 
a  buying  guide,  with  their  requests 
lor  better  yardsticks  oi  audience 
reaction,  listener  loyalty,  and  the 
other   intangibles   that    entei    into 

purchase-  of  a  product,  this  enorm- 
ous empathy  between  the  Negro 
community  and  its  local  Negro  sta 

tion  is  the  kind  of  added  phis  that  is 
attracting  more  national  advertisers 
into    this    marketplace   e\  ery    d  iv 

N(  '  <  r  in  its  history  has  Nemo  radio 
had  as  many  blue-chip  accounts  as 
it  has  todav.  Never  in  its  historv  has 

its  growth  been  as  rapid    is  it   is 

right  now. 

\t   the  local   level,   retailers   have 
known  this  lor  quite  some  time    In 

even  c  itv  when  tin  Negro  com- 
munity is  a  t.u  tOl .  this  fad  ol  lite 
has  been  brought  home    Now   it  has 


■  in  I  impassed      the      national 

More  iii.iiini.il  turei  s  almost  daily 
an-  ( .lining  to  realize  tins  marketing 

revolution   is  hen    lo  stay      mil   th.it 

il  any  thing   it  w  ill  ini  rease  in 
nitude  in  the  v eai s  ahead 

I  hat  is  w  hy .  in  "in  dpinion 
Negro  radio  is  being  i  onsidei  •  d 
more  and  more  is  put  ol  the  basi< 
radio  l>nv  Vnd  it  should  be  si .  be 
cms.  no  othei  radio  ta<  ihtv  rea<  hes 
the  Negro  community  half  is  well 
The  total  in. n  kit  i  aim.  't  l»  r<  i'  hetl 
without  this  spei  ialized  market,  this 

i  itv    w  ithm  a  i  itv      w  Im  i.  -v  i  i    it   mav 
\t  the  national  level  we  are  talk 

ing  ol  some  Jo  million  people  w  ith  a 
spendable  in<  ome  in  ex<  ess  .it  $20 
billion.  These  ta<  ts  art  w  ell  know  p 
\\  hat  is  perhaps  pist  beginning  t<  i 
be  reali/ed.  however,  is  that  the 
economics  of  reaching  and  selling 
them  must  be  r<  evaluated  in  the 
light  ol  new  developments  \nd 
that  Negro  radio  offers  the  surest 
and    most    economical    wav    at    th. 

present    time    to    in,i\  e    goods    tO    the 

p.ntii  ill. it  i  ommunity  mv olved,  be- 
cause it  has  the  in  i  essary  pn<  eless 
ingredient"— EMPATHY!  ^ 

BERNARD  HOWARD 


\<  tit  e  in  >lir  rep  field  for  /'» 


been  /»"  iidt  nl  of 
his  own  station  n  I  r/t'er 

company  tint  formation 

■ 

thai    II 
m  with  w    s   Grant 
and  hi  hi',  r  worked  with  tin 

Company    H 
I R  is  membi 


61 


'SPONSOR 


President  and  Publisher 
Norman  R.  Glenn 

Executive  Vice  President 
Bernard  Piatt 

Secretary-Treasurer 
Elaine  Couper  Glenn 


EDITORIAL 

Editoi 

Robert  M.  Grebe 

Executive  Editor 
Charles  Sinclair 

Vrt  Editor 
John  Brand 

Senior  Editors 

Jo  Ranson 

H.  William  Falk 

Special  Projects  Editor 
David  G.  Wisely 

Associate  Editors 
Jane  Pollak 
Barbara  Love 
Audrey  Heaney 
Niki  Kalish 

Copy  Editor 
Tom  Fitzsimmons 

Assistant  Editor 
Susan  Shapiro 

Washington  News  Bureau 
Mildred  Hall 


ADVERTISING 

Southern  Sales  Manager 
Herbert  M  Martin  Jr. 

Midwest  Manager 
Paul  Blair 

Western  Manager 
John  E.  Pearson 

Production  Manager 
Mary  Lou  Ponsell 

Sales  Secretary 

Mrs.  Lydia  D.  Cockerille 


CIRCULATION 


Staff 


Manager 
Jack  Rayman 

John  J.  Kelly 
Mrs.  Lydia  Martinez 
Anna  Arencibia 
Mrs.  Lillian  Berkof 


ADMINISTRATIVE 


Assistant  to  the  Publisher 
Charles  L.  Nash 

Accounting 

Mrs.  Syd  Guttman 
Mrs.  Rose  Alexander 

( leneral  Services 
George  Becker 
Madeline  Camarda 
Michael  Crocco 
Dorothy  Van  Leuven 
H.  Ame  Babcock 


'SPOT-SCOPE 


Significant  news, 
trends,  buying 
in  national  spot 


R-TV  CLICKS  WITH  PERFECT  PHOTO 

Perfect  photo,  New  York  based  photo  finishing  services  firm  with  16 
plants  across  the  nation  (annual  sales  of  $23,000,000),  is  utilizing  spot 
tv  and  radio  in  Los  Angeles  and  Philadelphia.  The  commercials,  set  to  run 
for  an  indefinite  time,  feature  Art  Linkletter  and  stress  convenience  and 
quality  of  Perfect  Photo's  work.  Philadelphia  stations  airing  spots  are  YVFIL- 
TV  (nighttime,  Monday  through  Saturday),  and  WPEN  and  YVIBG  (run 
of  schedule,  seven  days  a  week).  A  "substantial"  slice  of  the  ad  budget  is 
allotted  to  the  broadcast  media,  with  some  funds  going  to  point-of-purchase 
displays  and  sponsorship  (not  broadcast)  of  an  L.  A.  Angels-Cleveland 
Indians  baseball  game  on  13  September,  with  the  possibility  of  working 
with  additional  baseball  contests  as  a  promotional  gambit. 


TV  BUYING  ACTIVITY 

•  Filic-perrelli  canned  fruits  and  vegetables  going  into  Phoenix,  Tucson,  Salt 
Lake  City,  Sacramento,  Fresno,  San  Francisco,  and  Los  Angeles  with  spot 
schedules  of  from  eight  to  13  weeks  beginning  1  September.  At  least  two 
stations  in  each  market  will  get  portions  of  the  budget.  Buyer  is  Kay  Shelton 
at  Botsford,  Constantine  &  Gardner  (San  Francisco). 

•  Gerber  baby  food  buying  for  a  nine-week  campaign  slated  to  start  the  end 
of  September.  Drive  of  mostly  daytime  minutes  planned  for  90  markets. 
Buyer  is  Ed  Nugent  at  DArcy  (New  York). 

•  Renault  fall  campaign  on  tv  and  radio  will  be  timed  for  showroom  avail 
ability  of  each  of  three  car  lines,  and  placed  by  six  distributors  and  501 
dealers.  Agency  is  Fuller  &  Smith  &  Boss  ( New  York ) . 

•  Ralston's  Chex  and  hot  cereals  will  launch  a  saturation  campaign  in  Septem- 
ber in  40  to  60  markets  (and  also  a  radio  drive  in  IS  markets).  Spots  will 
be  aired  in  flights  varying  in  length  depending  on  weather  conditions  in 
selected  markets.  Dick  Tyler  is  the  account  exec  at  Guild,  Bascom  &  Bonfigli 
(  San  Francisco). 


RADIO  BUYING  ACTIVITY 

•  Filice-Perrelli  canned  fruits  and  vegetables  supplementing  tv  campaign  with 
schedules  starting  1  September  on  two  stations  in  each  of  four  markets — 
Los  Angeles,  Fresno,  Sacramento,  and  San  Francisco.  Ellie  Nelson  is  buyer 
at  Botsford,  Constantine  c\-  Gardner  (San  Francisco). 

•  Mercury  and  Comet  ears  are  going  into  more  than  100  markets  with  flights 
varying  from  two  to  eight  weeks  to  run  throughout  the  1964  model  year. 
Campaign  w  ill  exceed  last  year's  in  number  of  markets.  Frequency  of  spots, 
and  number  of  weeks.  Buyer  Bob  O'Connell  in  New  York  interested  in 
minutes  and  30s  in  traffic  times,  some  weekend,  and  nighttime  if  avails  are 
excellent.  Agency  is  ECenyou  &  Fckhardt  (Detroit). 


62 


SPONSOR/26  august  1963 


r 


t 


Ci  March  14, 1963,  this  photograph  in  the  Minneapolis  Star  reached  almost  7 
ml  of  10  homes  in  the  Minneapolis  area.  In  addition,  the  Minneapolis  Tribune 
r ached  more  than  one-third  of  the  homes.  We  hate  to  be  catty,  but  on  March  14, 
1'63,  how  many  households  in  Minneapolis  did  your  TV  commercial  reach? 


-»^r,NS 


the  appointment  of 


WEED  AMDjOMWVMy 

United  States  /a.  ™e        ision  stations . . . 
Et^lisfo  lanflnafle  tei 


CBLT 
CBMT 
CBUT 
CBOT 
CBWT 
CBXT 
CBHT 
CBYT 


TORONTO,  ONT. 
MONTREAL,  QUE. 

VANCOUVER,  B.C. 

OTTAWA,  ONT. 

WINNIPEG,  MAN. 
EDMONTON,  ALA. 
HALIFAX,  N.S. 
CORNER  BROOK,  NFLD. 


[SPONSOR'S  1963-64 
NEGRO  MARKET  ISSUE 

with  14-page  state-by-state  directory  of  Negro-appeal  radio  stations 


PART  2  SPONSOR  26  AUGUST  1963 


the 
EMPHIS 
MARKET 

has 
IWO  EARS 


IOIA  ALONE 
REACHES 
the 
HER  ONE! 


MEMPHIS' 

50,000 


wmt  station 


\ly  *1 


THE 


*    A    Na*'°n*    *       '       .m%» 


OF  THE  MEMPHIS 
AREA  IS 


NEGRO 

WITH  AN  ANNUAL 
INCOME  OF  OVER 
A  BILLION   DOLLARS! 

WDIA 

COVERS  THE  LARGEST  SINGLE 
NEGRO   MARKET   IN   THE   U.   S. 


TOP-RATED  12  STRAIGHT  YEARS 


OTHER   NEGRO-PROGRAMMED   SONDERUNG   STATIONS 
in  Chicago  WOPA   •  in  San  francisCO  Oakland  bay  area  KDIA 

First    on  C"caqoi  W«m»  Side  tin  FranowoOaklond  Bay   Area 


NEGRO    HOOPER    1961 


NEGRO    PUISE    1962 


because 
it 

represents 
time . . . 


We  chose  the  hourglass  symbol 
as  a  trademark  because  it  represents  time. 

Bernard  Howard  and  Company  sells  more  time 
for  more  Negro  programmed  stations  than  all  other 

representatives  in  the  country  combined. 


BERNARD  HOWARD  &  CO..  IXC. 

radio  and  television  station  representatives 

SO      EAST      46th      STREET      NEW     YORK     IT.    N.    V.      .      OXFORD      T-3T50 


NEW     YORK     •     CHICAGO     •     ATLANTA     •     LOS     ANGELES      •     SAN     FRANCISCO 


There's  more...  to  McLendon  Ebony  Radio... 


ITT71  [>q|| 
1350  iwr- 

USBtftl 

ind    MODERN     FACILITIES...    we've  got 

POSITION,  too! 


\ 


* 


the  Nation's  highest  rated  Negro  group" 

*Average  rating  position  on  Pulse  and  Hooper  General  Audience  Surveys  over  a  2  year 


period  ...  as  compared  with  other  Negro  group  operations   in  similar  or  larger  markets. 

(Eicludmg  Tampa  — our  newest  facility  —  which  captured    34%   of   the   Total  Neo.ro  Audience   in   the   first  30  days  ot    broadcasting  ) 


rAMPA-ST.  PETE 


BIRMINGHAM 


JACKSON 


SH  RE VEPORT 


LITTLE     ROCK 


'O.OOO    WATTS    AT    15SO  5.000    WATTS    AT    1320  S.OOO    WATTS    AT    1590  lO.OOO    WATTS    AT    1SSO          5.000    WATTS    AT    14*0 

IN  ALL  DIRECTIONS                      The  Top-reted  Ebony  Vo.ce    n  Consistently  —  the  Nation's  Highest  IN  ALL  DIRE 

Flondi's  Most  Powe-ful                   Au.                              ,,.Ket                  Rited  Negroeppeii  Stition  The  Southwells  Most  ^ 

Ebony  Voice                                                                                        Soon -NIGHT  4  DAY  ful  Ebony  Voice   NIGHT  \ 


m 


mclendon    ebony     radio 

.  .  .  Quality  Negro  Radio  down  South 


^presented  nationally  by    BERNARD    HOWARD    &    CO.  .  ITUi      .  ;  .  lOS  AN6UES 

PONSOR   26    vt  ci  m    I'"  3 


THE  MOST 
IMPORTANT  Vt 
IN  TIMEBUYING 
TODAY 


The  Monday  stack  may  hide  many 
needles.  SPONSOR'S  not  one  of  them. 
To  a  buyer,  SPONSOR  pops  out  of  the 
pile  as  the  most  important  W  in  his 
buying  mix— that  tureen  of  soup  in  the 
back  of  his  mind  that  needs  the  con- 
stant stirring  in  of  SPONSOR'S  top-of- 
the-news;  of  SPONSOR'S  significance- 
of-the-news;  of  SPONSOR'S  spotting  of 
trends;  of  SPONSOR'S  scouting  of  the 
future.  It's  all  about  broadcasting  and 
it's  geared  entirely  to  buying.  SPONSOR, 
the  "extra  margin"  in  the  profession  of 
buying  time,  and  the  selling  to  time- 
buyers.  555  Fifth  Avenue,  New  York  17. 
Telephone:  212  MUrrayhill  7-8080. 


'SPONSOR 


26  AUGUST   1963 

PART  II 


Key  Stories 

NEGRO  "VOICE"  IS  HEARD 

A  fresh  focus  on  the  $22  billion  Negro  market  and 
fast-growing,  top-selling,  far-reaching  air  media 


J  J 


13     PEPSI-COLA  TALKS  TO  THE  PEOPLE 

Selling  soft  drinks  is  local  business,  so  Pepsi  uses  Negro 
radio  to  reach  an  important  local  consumer  market 

15     WOOK-TV  GAINS  WITH  100%  NEGRO  SCHEDULE 

The  only  full-time  Negro-appeal  tv  station  in  the 
country,  continues  to  grow  with  its  market 

17      HOLTE  COMMENTS  ON  PROGRAMING 

Negro-oriented  radio  shortchanges  advertisers  and 
audiences,  says  Clarence  Holte 

23     MAJOR  NEGRO-APPEAL  RADIO  STATION  DIRECTORS 
41      OTHER  NEGRO-APPEAL  RADIO  STATION  DIRECTORS 


i  ♦ 


i"». 


SPONSOR    I  Combined  with  TV,  US    Rodio,  U.S.   FM    ».  O   1963  SPONSOR  Publication; 

EXECUTIVE,  EDITORIAL,  CIRCULATION,  ADVERTISING  OFFICES:  555  Fifth  Ave.,  Nt 

York    10017.    212    MUrroy    Hill    7-8080. 

MIDWEST  OFFICE:  612  N.  Michigon  Ave.,  Chicago  11,  312-MO  4-1166. 

SOUTHERN  OFFICE:  Box  3042,  Birmingham   12.  Ala.  205-FA  2-6528. 

WESTERN   OFFICE:  601    California   Street,  San  Francisco  8,  415  YU    1-8913. 

PRINTING  OFFICE:  229  West  28th  St.,   New  York    10001,   N    Y 

SUBSCRIPTIONS:  U.S.  $8  a  year.  Canoda  $9  a  year.  Other  countries  $1  I   a  year    Sing 

copies  40«.  Printed  in  U.S.A.   Published  weekly.  Second  closs  postoge  paid  of  NYC 


SPONSOR    26    \i  (.1  SI     I!"' 


250,000 


egroes  +  WCHB  =  History 

rTr*  '  -  -       *•  ,t 


>eeau,ie 


MOW 
00*** 

write  WCHB  or  D« 
national  Repres 

-  for  mi  C0P1 


W  C  H  B  /.*  Owned  and  Operated  Gy  77eyroe,\ 


AND    IS    TOTALLY     IDENTIFIED    WITH    655.000    DETROIT     AREA 

NEGROES      WHO      HAVE      A      SPENDABLE      INCOME      OF      OVER      SEVEN 

HUNDRED   MILLION    DOLLARS    PER    YEAR. 

The  above  picture*  dramaticaLl]  depict  thia  relationship    shown,  upper  left.  « 

history-making  Freedom  March  to  begin  are  Dr    Wendell  Cox.  co-owner  >>f  WCH1 

Swalnaon,  former  Governor  of  Michigan     I'pper  right    The  WCHB  Platu 

with  .i  p.irt  of  the  over-How  crowd     Th<  ■    nutted  in  the 

from   WCHB     Center     Johnn)    Apple.   NIU"   News    chi  <    and 

Prank  Seymour,  General  Mai 

participated  in  the  massive  march     When   local  news 

WCHB  IS  THERE      In   tact     IN   DETROIT    WCHB   is   THE   NEGRO 

With  .i  full  time  news  department  giving  complete  ■ 

twelve  times  dally  plus  balanced  entertainment    featuring  | 

f,.ik    tune-,    spirituals    and    classics     WCHB    COVERS    Dl 

Bl  ANKET  I44Q  Kf-        loan  WATTS 


■    -  - 
rhsthni  and  b     ■ 


Nafionol    Representative* 

BOB    DORE 

ASSOCIATES 

HEW   YORK    •   CHICAGO 

DORA-CLAYTON 

AGENCY    ATLANTA 

BILL    CREED 

ASSOCIATES 
BOSTON 

SAVALLI-GATES 

LOS   ANGELES    •    SAN    fRANCISCO 


WGSEBB'% 


THE  VOICE  OF  PROGRESS 


FM  COMPANION  TO  WCHB 


Call  CR  8-1440  for  advertising   information 
INKSTER,    MICHIGAN    —    DETROIT    1,    MICHIGAN 


IN  GREATER  NEW  YORK 


^" 


TO 


SELL 


THE 


NEGRO, 


^MO/tyE 


You 


^u$r 


BUY 


TH£ 


STAT/0^ 


THE 


IVEGfco 


^OWIMO^S 


$UY$ 


First  in  Audience  •  First  in  National  Advertisers 
•  First  in  Community  Service  •  First  in  News  •  First  in 

just  about  every  thing  a  radio  station  can  be  first  in-year 
after  year-since  1955.  No  other  Negro  Station  in 
the  market  even  approaches  it  in  loyalty,  empathy  and  results 

310  LENOX  AVE.  AT  125th  ST.  NEW  YORK  27.  NEW  YORK 


SPONSOR   26    vi  Gl  m     M" 


SPONSOR 


26  AUGUST  1963 


New  militancies  . . .  new  pressures  .  . .  new  hopes 
»ut  fresh  focus  on  America's  $22  billion 

non-white  market  and  its  air  media  as... 

EGRO  "VOICE"  IS  HEARD 


urinc  a  recent  FCC  hearing  in- 
'  volving   .i   requesl    1>\    WEBB, 

iltimore  to  broadcast  at  night  .is 
•11  .is  day,  a  number  of  Negro 
•  ic-  leaders  testified.  In  genera] 
iir  testimony  went  like  this:  \\  .■ 
ipe  the  day  will  come  when  there 
no  difference  between  a  Negro 
COO  audience  and  a  white  radio 
dience,  when  people  are  people. 
it  that  dd\  isn't  here  yet.  \nd  clur- 
g  this  interim  period,  which  ina\ 
4  mam  years,  die  station  tli.it 
•peals  direct!)  to  a  segment  of  the 
irket.  or  to  our  community,  is 
iportant. 


In  l^d).  the  appeal  to  Negroes  is 
growing.  More  than  one  ot  ever) 
t\\ent\  radio  stations  directs  .ill  or 
part  ot  its  programing  to  this  mai 
ket.  with  an  estimated  spending 
power  ot  S22  hi  1 1  ion  annually.  More 
important,  there  are  more  than  1(H) 
radio  stations  programing  to  Ni 
groes  full  time,  or  with  a  majoi 
program    proportion     |  see    listings 

page  II  I.  Significantly,  advertisers 

are   paying  more  attention   to  tin  se 

stations. 

The  growing  strength  oJ  stations 
appealing  to  Negroes  dots  not  di- 
minish  in  any  wa\    the  efforts 


countless  other  stations  throughout 

the  i  OUntrj  .  w  ho  seek  t<  I  appeal  to 
th(  I  utile  audieiu  .  w  lthlli  their 
leai  h      Tilt     station    w  ith    the    hroad 

appeal    unquestionabl)    sir\es   the 
audience  also    Hut  without 
doubt,   the   station   programed   <h 
recti)  to  the  Negro  a<  hie>  es  a  dif- 
ferent si  at  .>t  identit) .  "i  empath) . 

the  latter  word  one  w  hit  h  CTOpS   up 

frequentl)  in  the  c  omments  ot  ita- 

tion  i'\ri  1 1 1 1  v  is 

The  purpose  hen-  is  not  to  dis- 
cuss whether  or  not  tin-  general  ap- 
peal  station   scr\<s   tin-   Negri      <-i- 

tainK  it  lU-N.  since  even  within  an) 


ONSOR  26    u  cist  1963 


given  group,  there  arc  many  differ- 
ent levels  or  tastes.  Surely  it  would 
be  a  mistake  to  assume  that  all  Ne- 
groes listen  exclusively  to  Negro- 
appeal  radio.  But  just  as  certain  is 
the  fact  that  many  Negroes  do  listen 
to  Negro-appeal  stations  and  in  very 
sizeable  numbers. 

In  the  words  of  one  station  ex- 
ecutive, who  programs  to  the  broad 
audience  though  his  market  in- 
cludes a  substantial  number  of  Ne- 
groes: "Perhaps  the  real  secret  of 
radio  is  this  matter  of  participation 


olive,  Armstrong  Cork,  Standard 
Brands,  and  Pharmaco,  to  name  a 
few  of  the  clients. 

Illinois  Bell  Telephone,  in  a  let- 
ter to  YVVON,  Chicago  notes  this 
reaction  to  a  campaign  to  an  ad- 
vertiser: "The  following  is  a  list  of 
the  number  of  times  'busy'  condi- 
tions were  recorded  because  all 
your  telephone  lines  were  in  use 
simultaneously.  Beadin^s  were  not 
available  Wednesday,  12  June,  be- 
cause the  response  to  your  invita- 
tion to  call  the  studio  was  so  great, 


and  surrounding  areas  that  \v 
serve.  Also,  we  feel  regarding  ou 
sales  in  the  super  markets,  whicl 
have  increased,  that  a  certain  pei, 
centage  can  be  credited  to  your  lis. 
teners  whom  we  know  are  quit 
loyal  to  YVILA  Radio  .  .  .  thei 
station." 

For  YVLIB,  New  York,  empathy;, 
demonstrated  via  a  Festival  of  th- 
Performing  Negro  Arts,  which  : 
sponsored,  and  is  staged  in  Carru 
gie  Hall,  New  York.  This  year,  th 
hall  was  again  jammed,  with  se' 


Bursting  at  the  seams 

'lip-Top  Talent  Contest  staged  by  WCHB,  Detroit  brought 
120,000  wrappers,  more  than  the  station's  "Flatter  Wagon'' 
could    hold.    Woman's   editor   Trudy    Haynes    surveys    situation 


Point  of  sale  aid 

Negro-appeal  stations  frequently  go  to  the  stores  to  aid  in  s 
of  advertised  product.  KCFL,  L.  A.  deejays  Johnny  Maui 
and     Rudy     Harvey     are     shown     in     typical     in-store     sec 


and  identification,  the  empathy  that 
one  establishes  with  an  audience. 
All  of  our  people  on  the  air  try  to 
be  friendly.  They  try  to  make  the 
audience  identity  with  them.  I  think 
in  the  Negro  market  station,  there  is 
that  racial  identity  or  ethnic  iden- 
tity which  is  so  important  to  the  lis- 
tener. 

Negro-appeal  stations  are  build- 
ing empathy,  and  advertisers  are 
finding  it  pays  oil  in  sales  to  capital- 
ize on  this  close  identify. 

The  list  ol  companies  using 
Negro-appeal  stations  closely  re- 
sembles any  other  advertiser  list. 
WR  \l\  Norfolk,  Va.,  reports  its  sta- 
tion has  been  used  successfully  .is 
a  test  ol  Negro  programed  radio  b) 
Proctei    &   Gamble,  Colgate-Palm- 


the  central  office  lines  serving  your 
area  were  completely  jammed." 
There  follows  a  lengthy  list  of  dates 
and  times. 

Ted  Bates  vice  president  William 
J.  Jost  reported  this  to  WUFO,  Buf- 
falo: "I  want  to  express  our  thanks 
and  heartfelt  appreciation  tor  your 
efforts  above  and  beyond  the  call 
of  duty  for  your  great  contribution 
in  making  our  Physical  Fitness  Pro- 
gram a  howling  success.  .  .  .  You 
have  brought  great  glory  to  the 
radio  industry  as  well  as  to  adver- 
tising." 

Holsum  Baking  in  Danville,  Va., 
had  this  to  say  about  a  campaign  on 
\\  [LA:  "We  can  see  a  definite  in- 
crease in  sales  of  Holsum  Bread  in 
the  Negro  outlets  here  in  Danville 


era!  thousand  ticket  requests  turn 
down.  A  station  executive  adds: 

"We   broadcast   this   concert 
three  hours.  But  our  audience  pad 
its  way  into  the  Hall  to  join  us  I 
Staging    the    'Festival.'    That's    e 
pathy." 

From  KXOK.  Fort  Worth.  Tex  . 
comes  this  added  comment  from 
local  tv  dealer:  "We  received  tw  ' 
as  man)  calls  from  your  stations 
we  did  from  the  others  we  ran. 

While  building  identity  with 
diences,  and  successful  results  t 
advertisers,  Negro-appeal  statu! 
have  also  accumulated  a  host  I 
facts,  figures,  and  research  on  tl  r 
stations  and  markets.  11  there  \J 
any  void  in  this  area  several  yei 
ago,  it   is  beinu  filled.   And  a  urifc 


J 


SPONSOR   26    VI  Gl  si 


t-.il   of    data   "ii    the    NegTO   market 

being  added  constant!] 

The  l(M>  Census  provided  sales 

innunition    with    a    new    inimt    <>t 

it-  population  in  cities,  show  tag  the 
piil  growth  nt   Negroes.  To  cite 

ut  one  instance:  WAMO,  1'itts- 
urgh  reports  Pittsburgh's  NegTO 
urket  increased  2'Vf  from  1950  to 
while  the  white  population 
eclined  15?.  The  station  also 
otes  the  (iensiis  that  NegTO  home 
wnership  increased  MS.,  while 
;  hite  home  o\\  nership  increased  bj 
nh    B   I 

Fl  The  Negro  population,  officially 
Lbulated    In     the    I960    Census    at 
IS. 9  million,  is  estimated  at   neai  K 
I    I)")    million     m     1  lMiV     Unlike    the 
i    llnte    population    which    is    spread 
|   [lore   e\en!\.    Negroes    are    concen- 
rateil    hea\  il\     within    cities.    Since 
I  lull   station   has   a   different    COVei 
Hge  area,  depending  on  power  and 
p  requency,  and  inasmuch  as  popu- 

ktion  slutts  have  alreach  made  the 
'  NNI  fimires  somewhat  obsolete. 
I'  kation  rnwr.im'  fimires  arc  best  ob- 
y  pined  from  the  station  itseli  \ 
eneral  idea  however,  ol  where  the 
legTO  population  is  located  today, 
n   a    state   basis    is    provided      see 

ages  1 1 

Using   an   animal    growth    rate   of 

is   m   the    1950  Hi)  decade   . 

onsultant  Harold  Walker  predicts 
e  Negro  population  will  total  1\. 5 

lillion  b\  ll)7().  and  31.7  million  b\ 
160  In  the  \ear  2(HX).  he  estimates 
icre    will    be    some    ~rl. S    million 

•egTOeS. 

Another  arm  ol  the  government, 

ie  bureau  of  Labor  Statistics,  has 
ho  come  up  with  significant  sta- 
stus    Frequently  quoted  are  Bg- 

lOWing  Negro  food  store  pur- 
exceed  whites  at  all  income 
Aeh    White  families   with   $1000- 
2(KHi  income  spend  $483  annually, 
lys   the    bureau,    while    Negroes 

lend  $515.  \t  the  other  end.  white 
unilies  earning  between  $7500  and 
IO.tXXi  spend  an  average  of  $1  105 
i  food  stores,  compared  with  $1580 

r  Degro  families. 

But  this  is  onlj  the  beginning. 
lain  stations  have  prepared  their 
Wfl  sur\e\s  VVCHB,  Detroit,  in  a 
tad)  titled  "Detroit's  Negro  Mar- 
el  in  Profile,"  predicts  that  the 
legro    population    in    Detroit    will 


exceed  ~*r<  ol  the  <■  it\  i  population 
b\  1975  in  I960,  the  percentage 
was  29  11 

Other  highlights  -l   the  VVCHB 
stud)    the  Negro  spends  bettei  than 

one  dollar  out  of  ever)  five  that  is 
Spent   in   Detroit,  the  Detroit   NegTO 

is  generall)  younger;  two  out  ol 
ever)  five  Detroit  Negroes  own  <>t 

are  buying  their  own  homes,  and 
more  respondents  tinned  to  radio 
than     all     other     media     combined 

-.1  l.  to,  radio 

The    latter    conclusion    is    backed 


tails     s.  .     si  <  iNSOF     19    VugUSt        I" 

porting  mi  a  numb  t  oi  prodi 
uwm.s  stud)  <  ompared  pun  I 

nt   ,i   iiumbei   .if   prodw  b  b)    N< 
i  s    .is   opposed    tn   w  bites     I 
prodw  t     group,    and     pen  i  nl 
Negro  pun  hases  o\ er  w hite  pui 
c  hases    tin    sun  <■■•   went  hk<    tins 
shortening  1 1  v.  highei    soft  dunks 
l(r.'  highei    margarine  --■  higlw  i 
laundr)    prodw  ts    J  r.    highei 

name    a    tew      The    brands    used 

Negroes?  often  the  best. 
Continental    Broadcasting's    five 


"Best  in  Parade"  award 

Entire  corps  oi  radio  personalities  ol  k\l/    si    I      .^  rode  along  with  floal  in  - 
celebration  to  win  top  honors  Foi  the  daj  as  well  as  promotii 


up  b)  a  Harvard  business  Review 
stncb  cited  in  a  presentation  from 
kl'bS.  Kansas  City.  In  a  slightl) 
diflerent  question,  the  He\  lew  found 

oi  \i  ;iiics  consumers  spent  the 

most    time   with    radio,   against 

for  t\.  269  tor  newspapers,  ami 

for   magazines,    fur   the   white   con 
sumer.   149  spent  most  time  with  t\ . 
373  newspapers,  151  radio,  ami 
w  ith  magazines 

Giving  added  strength  to  the  ar- 
guments  foi  Negro-appeal  radio  are 

a  number  of  studies  which  show  the 

N<  gro  spends  not   onl)    more 

mam  products  than  his  white 
counterpart,  but  also  DUV5  the  best 
brands. 

Most    recent    is    from    w  W  Rl 
New  York    for  more  complete  d< 


c  il\  stncb  earlier  this  \i.u  showed 
similar  results  Products  with  tin 
highest  percentage  "t  users  m  all 
li\  i  ( ities  included  Maxwell  1 1 
|ell  ( )  \abis( .  •  ( ...  ikies,  Bird  s  i 
frozen  fruits  and  vegetables,  Flor- 
sheim  shoes,  and  man)   othen 

brand  name  stature   ( )in    t.  .  tir  • 
the  stucb     qualit)    1< >i  .il  brands  m\- 
\  ertised  to  N  s  in  si  im<    i  a*  s 

surpassed  the  p«>pulant\  ••(  national 

brands  which  did  not  havi    N< 
marketing  supp 

Another  report   from  k(.l  I     Los 
Angeles  sin. wed  these  among  the 
favorites     EM   \   h 
tins    I  vie  o  batteries   While  (  h<  » 

rolet  was  the  leading  auto  with 

owning  among  those  surveyed  tor 

the  station.  7.  had  Cadillacs.  ~.  had 


PONSOR    26    MCI  si     1963 


Reaching  out  to  the  consumer 

Wilkins  Coffee  is  the  beneficiary  here  of  a  special  in-store  display  arranged  by  WEBB, 
Baltimore,  included  in  the  merchandising  arc  product  demonstrations  as  well  as  displaj 


Buicks,  3%  had  Thunderbirds,  and 
4%  had  Lincolns,  73%  had  record 
players,  54%  had  hi-fit  sets. 

From  a  KCOH,  Houston  qualita- 
tive surve)  of  Negro  buying  habits 
comes  this  information:  A  sample  ol 
3,112  shoppers  in  Houston  super- 
markets showed  more  buying  butter 


(455)  than  oleo  (281),  a  switch  on 
the  national  buying  pattern.  Steak 
buyers  (326)  topped  ground  meat 
purchasers  (281 ). 

An  added  product  note  comes 
from  WUFO,  Buffalo:  Negro  males 
spend  80'?  more  on  shoes  than  the 
general  market  average,  30%  more 


Its  Tip 

Ward's 
u  rappi 


Top  in  Chicago 

Tip  Top  Talent  Hunt  in  Chicago  also  brought  a  liost  ol  wrappers  to  W  A  A  I'.  The 

is   were   needed   to   validate   \otes   from   tile   public   tn  determine   contest    finalists 


than  average  on  personal  care  items. 

WOOK,  Washington  (which  also 
has  the  only  Negro  station  now 
broadcasting  in  the  United  States), 
has  compiled  a  complete  presenta- 
tion on  the  capital  city  which  it 
calls  the  "richest,  most  responsive, 
buying  Negro  market  in  the  coun- 
try.'" Negroes  in  Washington  com- 
prise 53.9%  of  the  total  population. 
"the  highest  per  cent  of  Negroes  id 
the  centra]  city  population  of  am 
city  in  the  country.  While  the  na- 
tional median  Negro  family  income 
is  pegged  at  $3,233,  the  Washingtoi 
family  has  a  median  of  $4423,  witl 
a  quarter  of  the  Negroes  workim 
for  the  government.  Like  the  pic 
ture  nationally,  the  majority  of  Ne 
gro  adults  in  Washington  areyoupg 
with  good  purchasing  power 
WOOK  adds. 

Across  the  nation.  KCAC,  Phoeni: 
offers  a  comparable  picture,  as  di 
many  other  stations.  The  station  re 
ports  41,500  Negroes  in  the  greate 
Phoenix  area,  with  median  income 
in  excess  of  $4,000  per  family. 
Marketing  and  promotion 

Stations  offer  not  only  facts  abou 
themselves,  but  are  prepared  to  g 
to  work  in  many  ways  to  assist  th 
advertiser  in  marketing  and  promt 
tion.  Among  the  examples: 
•  WVON,  Chicago  offers  calls  0 
key  retailers,  mailings,  in-store  di: 
plays,  or  will  have  their  women 
director  promote  products  throug 
the  use  of  women's  and  social  club 

•  KBIX,  Muskogee  has  a  week 
"Spin-A-Rama  Chart"  distributed  t 
record  shops,  drug  stores,  grocei 
stores,  and  other  outlets,  with  at 
vertising  message  on  it.  as  well  : 
top  times. 

•  WCHB,  Detroit  runs  "Oper 
tion  Picnic  Basket,"  giving  aw. 
prizes  to  those  who  have  certa 
advertiser  products  in  their  picn 
baskets  at  one  of  three  parks 

•  VVBOK,  New  Orleans  lias  sp 
cial  tie-ins  at  the  Louisiana  Sta 
Nemo  Fair,  monthly  mailers,  sto 
displays  and  point  of  purchase  d 
pla\  s 

•  W'NOO.  Chattanooga  sen 
mailers  to  stores  giving  full  data 
of  advertising  on  the  station,  couj 
ed  with  a  "shelf-talker." 

•  WERD,    Atlanta    has    W'EF  I 
Homemakers  Clubs  to  work  w 


10 


SPONSOR    26    \t(.t  m    19 


. 


* 


■  m 


i 


o 

o 
in 

N 


7/ 


o 

in 


in 


in 

o 


£ 


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■o 


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0   =■ 

e  — 


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ONSOR  J.,   ak.i  m    1963 


11 


housewives  in  all  sections  of  Metro- 
politan Atlanta. 

•  KDIA,  Oakland  San  Francisco 
hits  the  merchants  directly  with 
promotional  mailers,  selling  via 
print  not  only  the  station,  hut  giving 
tin'  advertiser  an  additional  ping. 

•  WWRL,  Woodside,  Long  Is- 
land stages  a  musical  talent  hunt 
in  conjunction  with  the  Ward  bak- 
ers, with  the  contest  running  over 
a  period  of  13  weeks. 

•  KYOK,  Houston  takes  to  the 
special  event  route  also  to  assist 
advertisers  with  a  Christmas  party, 
a  \\eekl\  suck  hop"  and  other 
events. 

Programing  and  Public  Service 
\s  noted  above,  Negro-appeal 
stations  use  special  program  promo- 
tions to  harness  advertising  selling 
power.  But  they  cover  other  areas 
of  interest  which  form  the  backbone 
of  their  empathy  with  the  audience. 

Popular  music  is  the  big  attrac- 
tion. As  W'DIA,  Memphis  reports: 
"It's  true  that  W'DIA  and  other  radio 
outlets  don't  broadcast  much  of  W. 
C.  I  Ianch.  But  it's  because  our 
young  listeners  won't  sit  still  for 
Handy.  They  want  the  lively  ones. 
Bock  and  Boll.  Or  something  un- 
usual, with  a  crazy  beat." 

Gospel  music  is  also  becoming 
big  across  the  country,  W'DIA  adds. 
"It's  big  at  W  DIA,  but  not  with  the 


Personalities  go  to  work 

With  the  personality  playing  a  major  role  in  building  empathy  for  the  advertiser,  appear 
aims  in  stores  are  frequent.  YVJMO's  John  Slade  in  Cleveland  store  sells  Genesee  Bee 


younger  listeners.  They  prefer  rock 
and  roll.'' 

The  amount  of  gospel  music  car- 
ried by  Negro-appeal  stations  ac- 
counts in  part  for  unusually  high 
amount  of  religious  programing  re- 
ported by  stations  (see  listings). 

While  religious  in  nature,  it  car- 
ries an  appeal  to  advertisers. 
WWRL's  recent  annual  Gospel 
Singing  Contest,  sponsored  by  Aunt 
Jemima  Flour,  was  attended  by 
more  than  5,000  persons  who  filled 
Washington    Temple    in    Brooklyn. 


To  the  schedule  of  both  popula 
and  gospel  music,  Negro-appeal  sta 
lions  add  other  ingredients.  WILA. 
Danville,  Va.  gives  these  additiona, 
reasons  why  the  Negro  listens 
news,  free  social  announcements,  re 
ligious  programs,  parties,  basebal 
bowling,  school  programs. 

Last  but  by  no  means  least 
the  countless  public  service  event 
W'AMO.  Pittsburgh,  one  of  a  in 
ber  of  typical  examples,  schedule 
team  teaching  in  cooperation  wit  I 
(Please  turn  to  ?age\A 


Musical  appeal 

While    W.    C.    Handy    has    heroine    passe, 

today's     pop    music    draws     thousands. 
With  these  young  Memphis  dancers,  the 

transistor  radio  is  timed  to  W  1)1  A  as  they 

•i  hi. I  before  Handy's  statu,   m  local  park 


Supermarket  display 

KJET,  Beaumont  identifies  itself  with  our 
of    its    advertisers,    Procter   &    Gamble's 

Tide,  as  part  of  its  merchandising  cam- 
paign to  build  hoth  audience  for  its  sta- 
tion and  good  will  for  radio  advertisers 


Product  and  pageant 
KDIA,  Oakland  personalities  George  < 
ford  and  Roland  Porter  get  in  a  comUM 
cial  plug  durint:  San  Francisco  "M 
Bronze  Pageant"  while  taking  pari  in  t 
event    for    the    Bay    Area    radio    ^t.iti 


12 


SPONSOR    26   AUGUST    19T 


low  Pepsi  Cola  talks  TO  the  market 


sJegro  radio  reaches  audience 
A/ith  airborne  "personality  power" 


By    PHILIP   B.    HINERFELD 

■  i  rill tiit  ami  dit  :•!<  •  rtising 

Pepsi  (  i'Iii  ( 'ompany 

\\  psi  ( '  >i  \  's  broad  national  ad>  a 

rising    lays    down    an    overall 

nage  and  mood  for  our  product, 

ut  selling  sofl  drinks  is  primarilj  a 

peal  business,  and  a  local  business 

ccds  good  local  selling  t>»>|s. 

That's   \\!i\    Pepsi-Cola   strongl) 

Ivises   its   bottlers    to   use    Negro 

an  effective,  direct  and  Bexi- 

le  local  selling  tool  For  an  impor- 

mt  consuming  market.  \nd  Pepsi- 

ola  bottlers  use  this  medium.   In 


inn   ( Iharlotte  region    I' n   example 
twentj  five  bottlers  have  local  N< 
■-j.1 « •  radio  stations  available:  tu  i  nty- 
three  bottlers  use  them  on  a  contin 
uing  h.isis 

\\  ben  we  plan  an  advei  tising 
campaign  For  an)  market  we  begin 
with  one  verj  simple  premise:  our 
advertising  musl  t.ilk  t<>  the  people. 
It    must    use   media    that    t.ilk    to   .m 

audience,  not  about  them,  and  it 
must  use  messages  that  have  direct 
appeal. 

The  regular  radio  ( ommercials 
tli.it  we  prepare  For  our  bottlers  are 


limit    around    1  mi    ■.'«  nei ul    tin  m< 
N<  ••     il  -    Pepsi    foi     1 1 w  li" 

I  Kink  "i  oung     in  man)  we  add 
pro>  ide  spat  e  l"i    lo<  al  direct  mi 
sages    w  eathei  anm  iun<  ements    1" 

(  .il  n k  >\  ie  si  In  dull  s    I.11  .il  s|  1    ■  • 

t i v  itn  s  s e  "i  . mi  1 . immi  rcial 

ill      tile      prodUl  t      U  itli      \\  e||    klr 

<  1  immunit)   I'  k  ations  in  ea<  li  mai  - 

I  In  se     i  i.iuiin  11  ills     t.ilk     illli  i  ill/ 

to  their  audience. 

( >i  1 1  huttleis  use  Negro  radio  F<  1 
the  s.uue  purpose  and  in  the  s.ime 
w.i\ s  Sun-  we  n  alize  thai  oth<  1 
media  reach  Negroes  l>ut  we  want 
tu  do  nunc  tli. m  reach  we  want  to 
sell 

Negro  radii  1  talks  to  its  audit 
m  .1  special,  intimate  way,  and  it 

II  .u  Ins  more  oJ  tins  audit  n<  1    «  itli 


ntinuing  merchandising  support 

In.i  st.iti.ni-.  spotlight  different  Negro  area  store  each  day,  in  return  tor  ipedal  mass  displays.  Customer  .■!•  up  .1 

pal  -i\   pack   from   iii-storc  display    arranged   b)    WHAT,   Philadelphia   in  behalf  d  tin    advertisa    Such  displays 


3NS0R  26    u  (.1  si    [963 


13 


more  Frequency,  and  in  more  places 
than  an)  other  medium. 

We  don't  prepare  special  cop) 
commercials  for  Negro  radio.  We 
want  the  Negro  radio  audience  to 
'Think  Young" — to  identify  with 
our  overall  theme.  \nd  we  feel  that 
Negroes  are  just  as  interested  in  OUT 
local  activities  commercials  as  any- 
one else. 

But,  we  do  suggest  to  our  bottlers 
that  they  pra\  ide  some  further  iden- 
tification with  tliis  audience,  as  we 
do  in  our  print  campaigns  by  using 
Negro  models.  We  suggest  that  they 
.iild  to  the  power  ol  their  Negro 
radio  campaigns  1>\  making  good 
use  ol  its  strong  points:  local  per- 
sonality identification;  strong  teen- 
age appeal;  effective  merchandising 
aid;  powerful  community  Influence. 
Don't  just  buy  traffic  time,  or 
spot  saturation  on  Negro  radio."  we 
s.i\ .  "Let  that  station  work  with 
you,  and  work  lor  yon.  in  the  wax 
it  works  best." 

We  led  that  personality  identifi- 
cation is  one  of  Negro  radios 
strongest  points  —  identifying  the 
product  w  ith  disk  jockeys  personali- 
ties and  announcers  who  are  widely 
known  and  followed  in  the  local 
community .  Why  waste  this  person- 
ality power? 

We  suggest  that  they  use  our 
regular  commercials,  and  then  add 
personal  product  sell  with  live  ta<4s 
or  leads.  And,  wherever  possible. 
OUT  bottlers  try  to  <4et  good  person- 
alities on  an  exclusive  basis,  so  that 
they  can  represent  Pepsi-Cola  in  the 
community  outside  of  broadcast 
hours. 

For  example,  our  bottler  in  De- 
troit has  regular  schedules  on  the 
two  local  Negro  stations — WCHB 
and  WJLB.  He  puts  his  heaviest 
weight  on  Larry  Dixon,  of  WCHB. 
I  .any  max  fill  a  minute  spot  with  a 
30-second  commercial  and  a  30-sec- 
ond  live  Pepsi  sell  in  his  own  style. 
On  top  ol  that,  he  promotes  Pepsi  - 
Cola  as  a  regular  part  of  his  weekly 
teen  dances  at  the  local  ballroom. 

The  piles  ol  Pepsi  bottlecaps  col- 
lected as  admission  at  Larry's  dance 
parties  are  mounting  rapidly — and 
Pepsi  sales  iu  Detroit's  \egro  com- 
munities .tie  mounting  just  as  fast 

Another  enterprising   Pepsi  bot- 

tlei     is    iisinu    radio    with    a    special 


pitch  for  his  Negro  youth  market:  a 
top  announcer  airs  daily  interviews 
with  high-schoolers,  and  has  young- 
sters throughout  the  area  waiting 
excitedh  lor  their  moment  on  Pep- 
si's "Teen  Times. 

In  New  Orleans,  the  Pepsi-Cola 
bottler  and  his  special  markets  rep- 
resentative went  a  step  beyond 
identifying  Pepsi  with  a  radio  per- 
sonality: special  representative  by 
S\  Simon,  a  former  d.  j..  went  on 
the  air  himself  to  host  the  "Pepsi- 
Cola  Band  Stand."  These  three-hour 


Patio  throughout  the  community. 

One  of  the*  strongest  testimonials! 
to    the    merchandising    power    of 
Negro  radio  is  being  given  in  Phil- 
adelphia, where  two  stations  beam- 
ed  to   this   market  —   W'DAS   and! 
WHAT  —  are  part  of  the  local  bot-l 
tier's  continuing  media  plan. 

The  stations  spotlight  a  different! 
Negro  area  store  each  day  by  name! 
and  location,  in  return  for  special 
mass  displays  and  extra  shelf  spaofl 
for  Pepsi-Cola  products  and  po.pl 
materials.  The  station  personalities 


Special  markets  representative 

I'cpsi  Cola  special  representative  S\  Simon  is  shown  with  junior  and  senior  high  sclio.i 
musts  at  one  of  liis  weekly  "Pepsi  Cola  Band  Stands"  carried  by  W'YLD,  New   Orlea 


platter  parties  for  Negro  junior-and- 
senior  high  schoolers,  are  pulling 
close  to  2.0(H)  youngsters  each  week, 
with  tickets  spread  through  the 
schools  and  Vs.  and  community 
centers  by  WYLD. 

To  introduce  our  new  low  calorie 
drink.  Patio  Diet  Cola,  in  one  com- 
munity, the  bottler  had  a  well- 
known  Negro  hostess  and  charm- 
school  head  tape  a  scries  of  3M  min- 
ute talks  on  good  grooming,  health, 
and  physical  fitness,  with  Patio  com- 
mercials  added.   Then,    the   hostess 

made    personal    appearances    lor 


also  periodically  air  in-store  ai 
sidewalk  consumer  interview 
again  spotlighting  the  stores  Bl 
Pepsi-Cola. 

Pepsi-Cola  is  getting  big  displ; 
space,  special  p.O.p.  attention,  fa 
orable  trade  interest  and  eonsidi 
ably  more  sales. 

1  don't  want  to  give  the  iinpn 
sion  that  Negro  radio,  or  any  o> 
medium,  stands  alone  for  Pep! 
Cola  and  its  bottlers.  But.  V  : 
radio  has  a  strong  part  in  our  tut 
effort  and  it  works  for  Pepsi  C 
bottlers.  1 


14 


SPONSOR/26  ai  (.i  si    191 


Selling  to  the  future 

ru-i    i'liiiu  i  mini  l>\   \\  ( x  >k   l\    hosts  50  i"  80  teenagi  h  il.uK.  has  teen  board  of  directors  who  ma) 

•  as  Booi   managers.  Stars  1  ik ■    Georgi    Maharis,  I  ionel  II. im;  I        Oscai  Brown,    I  hi    Drifl 


W00K-TV  is  flourishing 
with  100%  Negro  schedule 

United  Broadcasting  outlet,  only  full-time  Negro-appeal 
station  in  the  country,  is  pioneer,  crusader  and  profit-maker 


Cw  .i  t\  station  make  good  w  ith 
a  schedule  appealing  onrj  to  a 
minority  of  view  ers?  Will  the  Negro 
narket  support  |  and,  more  impor- 
antly,  will  advertisers  Inn  I  a  sta- 
tion telecasting  to  a  racial  audience 
ii  .tn  era  where  «'\  en  the  most  mod- 
si  t\  station  overhead  is  sizable? 
One  ol  the  few  broadcasters  who 

AS  an  answer  that's  more  than   m- 

ormed  guesswork  is  fohn  Panagos, 
Executive  v.p.  oi  United  Broadcast- 
Qg  Co.,  owners  and  operators  i  t 
he  country's  only  full-tune  Negro- 
tppeal  t\  station.  WOOK  I  \ 
iVashinuton.  O   ( 

He  told   sponsor: 

"  Vtter  five  months  on  the  air  « ith 
VOOK-TV,    United    Broadcasting 


Compan)  feels  that  communitj  ac- 
ceptance and  advertiser  acceptance 
is  encouraging  enough  to  start  ex- 
pansion here  in  Washington,  plus 
opening  a  ulil  station  in  Baltim 
Man  land  w  ithin  10  months 

Here  in  Washington,  we  plan  to 
,u\A.  in  addition  to  our  current  facil- 
ities ot  s.(KH)  square  feet,  additional 

Studio   space   with    offices    and    pro- 

jection  rooms  We  are  encouraged 
by  letters  we  received  from  the 
Electric  Institute  ot  Washington 
telling  us  that,  as  ot    13    Vugusl 

there  aie  now  1  0  >.T(K)  homes  equip- 
ped   to    receive    nhl    channels     This 

gives  WOOK.  TV  a  potential  view- 
ing  audience  oi    almost    one   halt 

million    people. 


\. i  ording  to  a  surve)  <  ondi 

b)     W  all.  I     G«  s.ili    and      \s. 
dated    I     \pril.    196  1,  W  hen  we  " 

on    the   aii    onlj    one   and    a    hall 
months,  our  eighth   \  nw  ing  audi 
ence  ranged  from  I  I  000  to  18,000 
homes.  \t  that  time  then  nh 

approximate!)  60,000  uhl  hi imes  in 
Washington.  Based  on  this,  it  would 

safe  tn  assume  that  our  \  iev 
now    range  from   JJihmi  to    J5.000 
homes  e.K  h  e\  ening 

advertisers  on  the  pioneei  N< 
appeal  t\   outlet  have  fared  well, 
according   to   1'IU  Ts   Panagi  -     I  !■ 
put    it    this   wax 

"< )t  the  original  advertisers  signed, 
I    am   happv    to   report   that   ova 

have  renewed  oi  retained 
vertising  s<  hedules  w  e  have  yearrj 

c  ontiai  ts    from    tirins    sin  h    as    Sate 

w  a\   Stores,  Budweisei     R<  »)  a  I 
mi  I  [aii   I  >ressing    Sin<  laii  ( h\ 
Speed  Queen  w  ashers  and  I  h") 
ill  p,  New  port  ( ligarettes  and 

mans .  in.un    Im  al   retail   .u  (  i  PUnl 

"Results   have  been   must    _:r.it i 

l\  ing     <  >lie    ol    the    spei  lal    ollel  - 

our  advertisers  is  that  we  xmII  p 
dine,   under   their  direction,   com- 
mercials   in    oui    own    studios   on 
video  tape  on  lOnun  film  with  the 
use  '  >l   V  announcers  and  V 


iPONSOR   2fi    vi  ..i  si    1963 


15 


Planning  for  the  future 

Expansion  plans  .ire  already  in  the  planning  stages.  Looking  at  the  blueprints  for  addi- 
tional studios  and  office  space  are  Al  Kinscy,  station  manager;  John  PanagOS,  general 
manager,  and  Tex  Gathings,  program  director.  WOOK-TV  invest  nent  is  up  to  $750,000 


gro  models,  or  white  models  and 
announcers  if  they  so  prefer.  We 
feel  we  have  "made  a  breakthrough 
for  job  opportunities." 

Programing  scheduled  by  the  sta- 
tion— 752  of  whose  staff  is  Negro, 
with  the  remainder  whites — is  by 
no  means  confined  in  its  appeal  only 
to  the  large  (55?)  non-white  sea 
ment  in  the  capital's  population. 
Much  of  the  programing  has  its 
base  in  today's  pop  music,  the  kind 
of  music  which  ^ets  lots  of  radio 
airplay  from  pop  stations  and  not 
much  exposure  in  network  tv. 

Panagos  cites  this  example: 

"Last  Thursday,  we  had  .is  a 
guest  artist  George  Maharis  of 
Route  66  on  our  nightly  Teenararim 
dance  program.  We  have  had  such 
talents  appearing  on  this  program 
as  Dee  Dee  Sharp,  The  Dovells, 
The  Drifters.  Roy  Hamilton.  Oscar 
Brown,  Lionel  Hampton  and  his 
big  band  and  many,  many  big  star 
names,  plus  many  other  new  ones 
coining  up  who  would  not  get  ex- 
posure under  any  other  television 
setup  throughout  the  country." 

Networks,  Panagos  feels,  do  "an 
excellent  job"  in  tv  nationally,  hut 
leave  an  important  gap  to  be  filled. 
"Every  market  in  America  has  a 
specific  need  to  present  programs 
which  appeal  to  the  local  commun- 
ity, be  it  Negro.  Spanish.  Italian  or 
Please  turn   to  page  20) 


I 


Selling  today 

WOOK-TV's    Dee    Porter    docs    regular 

Speed  Queen  washer-dryer  spot  for  Hech- 

inger's  in  Washington.  Station  places 
heavy  emphasis  on  special  production  for 
ad    spots    using    Negro    or    white    models 


Working  with  advertisers 

Clifl    Holland,    station    personality,    and 

Anheuser-Busch  marketing  specialist  Wal- 
ter Raj  join  together  in  introductory  com- 
mercial for  new  tab  top  can.  Budweisei 
is  on  yearh  contra  t  to  sell  via  the  station 


16 


SPONSOR    L'ti    \i  (.i  si    l!Mi 


Day-to-day  situations  motivate  the  non-white  Americans, 
iesire  to  improve  their  status  is  primary  interest 


How  the  Negro  market  thinks... and  buys 


By    CLARENCE    L.    HOLTE 

marketing  nipt  n  isot 
Batten,  Barton,  Durstine  and  Osborn 
in  I). isis  for  tlic  Negro  consume] 
market  is  color  and  motivations. 

The     color     ol     Negroes     clistin 

islirs  them  from  the  white  popu- 

ition   There  is  nothing  discretion- 

r\  about  the  identification  ol  the 

racial  groups.  Because  ol  their 

ilor  and  being  a  minorit)   group, 

[egroes  are  relegated  to  a  subord- 

tte   status    in    American    societj 

hich    they    cannot     rise    above. 

ether   the    individual    is    Ralph 

lunche,  George  W.  Carver,  [acltie 

obinson,  Joe  Louis,  Duke  Elling- 

O    or    a    billionaire,    he    is    still    a 

egro  and  unable  to  enjo)  tin-  lull 

lefits  and  blessings  of  American 

locracy.  This  fact  docs  not  need 

nnentation.    nor    does    tin     \. 
s  reaction  to  it.  in  light  oi  pres- 
■d.i\  revelations  and  happenings 
the  raeial  trout. 

It  is  obvious  that  the  primary  ba- 
st  ot    Negroes  centers   around 
a  In  day  situations  calculated  to 
grove  their  status,  and  the  inoti- 
ioiis    home    from    these    e\peri- 
ire  vastly  different  from  those 
rmed    by    the    white    population. 
nee  indi\  iduals  are  the  sum-total 
their  experience,  a  basic  division 
'tween  whites  and  Negroes  is  in- 
icapable  in  American  life,  and  it 
ill  continue   until   the   inequities 
errors  experience  are  eliminated. 
It  is  therefore  erroneous  to  be- 
m  that  Negroes  have  become  so 
doctrinated   in   Anglo-Saxon   cul- 
ne      that      raeial      considerations 


should  not  he  a  factor  m  marketing. 
( lonsequentl)  the   American  eon 
sumer  market  has  two  divisions:  one 
consisting  ol   individuals  classified 

as  white  who  see  themsehes  relict - 
ted  in  media  oriented  to  them;  and 
the  othei   is  nonwhitc.  ol  which  928 

are  Negroes,  who  as  consumers,  in- 


stincts el)  desire  the  same  re© >gni 
tii hi.  To  spark  more  than  <  asual  in 
teresl  in  a  product,  the  manufa< 
tin er  must  extend  to  tins.-  n insum 
lis  the  hi  ognition  the)  desire 
Thej  must  have  the  i  mn  ii  t also 

that    their   purchases    help   the   suc- 
cess ol  manufacturers  w  ho  maintain 


Music  draws  crowds 

\\1  IB    \.\\    Vurk  u  .is  forced  tO  turn  away  CTOwdl    it   Fpecfa]  iniiM 

f.uintl  Carnegie  Mall  fat  an  advertiser.  Shm  featured  everything  fri>m  c"si»-l  bo  pop 


•ONSOR  26   m  ci  si    [963 


17 


lair  employment  practices. 

Although  Negroes  comprised 
L0.6!8  of  the  total  population  in 
l()h<).  they  constituted  253  of  the 
aggregate  population  in  78  of  the 
largest  cities  in  the  country.  This 
includes  such  high  volume  markets 
as  New  York  City  where  one  in 
seven  is  Negro:  Chicago,  nearly  one 
in  four;  Philadelphia,  more  than  one 
in  four;  Detroit,  Cleveland,  St. 
Louis,    nearly   one   in   three;    Balti- 

■v 


more.  Newark,  more  than  one  in 
three;  and  the  District  of  Columbia, 
more  than  one  in  two. 

With  this  proportion  of  any  con- 
sumer group  sharing  such  markets 
as  indicated,  there  should  be  no 
question  about  the  effect  that  they 
have  on  sales,  unless  they  were  all 
paupers  which  is  far  from  being  the 
case. 

There  are  disparities  in  the  in- 
come,   education,    occupation    and 


Farm  and  home  programing 

Weeklj  home,  farm,  and  ranch  programing  presented  by  Wayman  Alexander,  local  agri- 
cultural ageni  over  KNOK,   Dallas  is  one  ol   number  of  such  events  carried   1>>    the 

station.  Support  liy  the  station  ol  1-1 1  club  work  strengthens  ties  to  the  Negro  community 


Contributions  to  the  community 

11,11 h    president    ol    Manhattan    Edward    Dudlej    (left)    congratulates   director   of 

n's  activities  foi  WW  HI.    Woodside,  V  Y..  Alma  John,  at  celebration  honoring 
oi   hei  outstanding  contributions  to  the  community.   Looking  on  is  her  husband 


employment  of  Negroes,  the  reasons 
of  which  need  no  elaboration  since 
they  are  generally  known,  but  what 
should  be  of  more  importance  to 
advertisers  are  trends  in  the  char- 
acteristics of  these  consumers.  It  is 
significant  that  between  1950  and 
I960  they  multiplied  1%  faster  than 
the  general  population,  thus  the 
market  is  an  expanding  one;  on  the 
average,  these  consumers  are  seven 
years  younger  than  white  consum 
ers,  therefore  they  represent  an  at- 
tractive market  for  brand  cultiva- 
tion; migration  to  industrial  centers 
where  higher  pay  can  be  earned  is 
continuing.  With  the  exclusion  ol 
the  District  of  Columbia  which  b 
not  an  industrial  city,  the  mediar 
incomes  of  Negro  families  as  a  pfl 
cent  of  total  families  in  the  citie? 
previously  mentioned,  ranged  frorr 
57.7?  in  St.  Louis  to  74.62  in  New 
York;  and  in  total  urban  areas  the 
percent  was  60.2. 

Despie  the  existence  of  dispari 
ties,  the  shift  in  Negro  population 
from  a  rural  to  an  urban  group  ha: 
heightened  their  perspectives,  de 
termination  and  pride.  They  see  anc 
understand  the  machination  of  poli 
ticians  and  are  inspired  by  th> 
emergence  of  new  African  states 

The   philosophy   that    they    lia\ 
adopted    in   substance   is:    'Ask  ft 
what  you  want,  take  what  you  ge 
use  what  you  have  to  get  what  yo' 
want." 

It  is  in  keeping  with  this  philos 
phy  that  massive  demonstrations 
various  kinds  are  being  staged. 
a  result,  the  Federal  Governm 
has  taken  the  initiative  to  diminis 
the  disabilities  suffered  by  NegTOC 
and  which  affect  the  economy  ot  tli 
country. 

In  the  short  span  of  a  tew  month 
substantial  progress  has  been  mad 
with  the  support  of  commerce  an 
industry,  and  labor,  in  particula 
There  is  every  indication  that  tli 
progress  made  will  gain  mom© 
t ii in.  The  crash  programs  for  a] 
prentices,  for  teaching  the  unskille 
to  operate  machines,  and  the  pit 
gram  tor  youth  incentives  will  a 
serve  to  elevate  the  economic  po 
tion  of  the  population  group. 

Today  Negroes  are  good  custon' 
ers,  tomorrow  they  will  he  hetti 
customers.  ^ 


18 


SPONSOR   lit)    u  «.i  si    191 


Holte  comments  on  Negro  programing 


Ni  i.i.c >  i mil  \  1 1 1>  radio  la  ■  valu« 
able  medium  of  ©  immuoii  ation 
l<n  ,nl\ i  iiiM-i s  Inii  it  needs  to  h<- 
prodded  into  rendering  .1  broadei 
and  more  responsible  service  which 
it  is  capable  ol  prox  iding 

In  making  sales  presentations, 
management  invariabl)  emphasizes 
Be  increasing  growth  in  income 
education,  occupations,  and  home 
ownership  ol  Negroes  and  theii 
iimi.iI  proclivit)  t"i  purchasing 
rjualit)  brands  oi  products  These 
presentations  trade-up  tin  \ 
population,  l>ut  in  tin  programing 
of  most  stations,  the  population 
group  is  traded-down.  \s  .1  result, 
the  medium  attracts  mainly  those 
on  the  lower-end  <>t  tin-  socio-econ- 
( mm.  stratification  <>l  the  Negro 
population.  Growth  <>l  the  medium 
is  therefore  stymied  In  having  to 
pend  lor  audience  on  this  sector 
of  the  population  which  is  contra*  I 
rather  than  from  tin-  middle- 
class  sector  thai  is  expanding  and 
which  represents  the  best  potential 
most  national  advertisers 
Not  onlj  .ire  advertisers  short- 
i  changed  h\  the  medium  in  the 
(}ualit\  of  households  covered,  hut 
the  linage  of  Negroes,  .is  reflet  ted 
in  the  programing,  leaves  much 
to   he    d«  sired. 

\    person    unfamiliar    with    the 
Ihistorx.    aspirations,    and    contribu- 
>  tions    o|    Negroes    to    the   arts    and 
I    sciences   would    have   ever)    reason 
to   believe,    if   exposed    to    tin-    ine- 
i  dinm  for  any  length  of  time,  that 
I  gospel    music,    rock    and    roll,    and 
J   rhythm  and  blues,   presented   in   as 
I  loud,  brass)    and  bree/x    a   maimer 
I    as  possible,  is  the  extent  ol  Negroes' 
I  .interests.  This  is  not  a  healthy  situ- 
I  (ation    Though  commercials    profit- 
able, it  is  inconsistent  to  the  mood 
I  of  the  times  and  the  positive  efforts 
government,      church.      labor. 
business  and  industry,  professional 
and     scientific     bodies,     and     cix  ii 
(   groups   which   are  employing  their 
-  lom  and  resources  to  the  prob- 
l  ,'ems  of  easing  racial  tensions. 
Getting  in  line  w  ith  these  fon  es 
mmitted     to    develop    means     to 
ike  democracy    and   the   free  en- 
terprise  system    work   equally   and 


effectivel)  foi  all  Americana  is  a 
communit)  responsibilit)  thai  man- 
agement  "t   these  stations  cannot 

afford   to  slink 

The    need    foi     establishing    m<  >I  • 

c  .>iisistent  communit  ationa  beta 
whites  and   Negroes  al   the  glass 

roots  level  is  urgent    Neg oil 

ed  radio  is  m  a  unique  position 
to  prox  |de  this  service 

The  appeal  and  theories  "t 
i.n  ists.  exciting  feai  and  resistant  e 
to  positive  approaches  for  effecting 
harmonious  ku  e  relations  no  long 

ei  e.uil\  the  sweeping  sane  tionS 
that  have  been  the  case  m  tlie  past 


Clarence  L.  Holte 

Instead,  moralit)  e<  onomi<  in- 
terest, communit)  pride,  and  con- 
sideration of  the  national  image  are 
supplanting  the  negative  forces 
that  are  on  the  xx ax  out.  Therefore, 
the  onlx  tear  that  management  "t 
v  jrro-oriented  radio  might  have  in 
serving  as  a   budge  between  the 

tw  ii  racial  groups  is  tear  itself 

The    medium    is    ton    valuable    to 
confine    itself    solel)     to    entertain 

incut.  It  does  not  have  to  crusade 

either,  but  it  has  to  be  more  in; 
inative  and  creative  in  producing 
or  securing  programs   which    ; 
mote    harmonious    race    relations, 

and  that  are  acceptable  to  national 
advertisers 

The  concept  ol  programing  pre- 
sentlx    employed  is  an  adaptation 

from  general-interest  radio  back  in 

the   late    ll'>(u    and    e.uK     L94 


SPONSOR    26    x.  ca  s,     . 


when    N  in    i. idi 

plo)  ed  f 01  nov<  It)  i  nt<  rtainmenl  — 

singmg   ol    spirituals    and    pi. i 
what  xxas  then  c  ailed    rac<   mu 
hut  tunes  have  changed  and  N< 
oriented  radio  has  not   kept   j 
w  ith  the  development  i  il  N<  gn  ■  s  in 
the  postw.u   era    Mana  ;<  men!   has 
due  umented  this  development    but 
s  little  or  nothing  tn  appeal  to 
middle-*  lass  families,  01  i  n<  oui 
then  i)aitn  ipation  in  the  program- 
ing   The  medium  is  thi 

elelx    c  litic  l/i  d 

The  I. mks  Incoporated  pre»  nted 

to      the      I  i  del  a]      <    oiiiuiuinc  at: 

( 'oininissioii  m  Dei  embei  l  >'■ 
petition  in  which  the)  sought  to 
restrain  the  stations  from  bi 
casting  programs  which  the  organi- 
zation regarded  as  inimical  to  tin- 
best  interests  of  Negroes  I :  •  I  :nks 
is  an  organization  i  ■!  Negro  house- 
wives professional  and  communit) 

leaders  x\  ith  ST  chapters  throughout 

the  United  States    The)   are  dedi- 
cated to  stimulating  and  providing 
ediic  ational  and  cultural  impri 
meiit  for  youths.    The  organization 
is  high!)  respected  and  does  an 
c  ellent  job  in  its  field  "t  inti 

There   have   been   a   number   of 
similar    public     statements    on    the 
subject    bx    prominent    individu 
but  management  se<  ms  <!•  termined 
to  do  business  in  tl.. 

Problems    sin  h    as    tin  s< 
xx  ith  all  mini  'iitx  groups.  The  m 

adxanc  ed    sec  tor    puts    its   best    • 

forward  at  all  tiun  -  a  fulla 

and    tl  critical 

of  its  members  w  ho  do  otherv 

and  to  an)  situation  the)  feel  is  not 
i  onstructive  and  elevatii 

ro-oriented    radio   will   have 
to  resolve  this  problem,  and  it  must 
be  done  quick!) 
to  its  programing  involves  a<l\ 
Users 

The  future  of   the  medium 
be  as  bright  as  management  mal 
it.    The    market     it     can     primarilx 
unlimited  opportunil 
Stablish  rapport  xxith  all 

hat 
national  acb  1    xx  ant  and 

willing  to  ] 


19 


NEGRO  VOICE 

I  Continued  from  page  12) 

the  Board  of  Education,  works  with 
the  NAACP  in  projects  to  honor 
Famous  American  Negroes,  and  lias 
a  regular  "Job  Exchange." 

kl)l  \  in  a  similar  vein  prides  it- 
seli  on  its  news  coverage  of  politi- 
cal events.  During  1960,  for  ex- 
ample. KDIA  sent  its  own  reporting 
team  to  the  conventions,  broadcast- 
ing interviews  with  the  top  political 
personalities  and  providing  special 
interpretations. 

Through  all  of  the  programs, 
there  usually  runs  one  important 
element:  the  Negro  personality.  He 
ma)  he  a  Jesse  Owens,  the  one-time 
Olympic  track  great  who  has  his 
own  show  on  VVAAF,  Chicago,  or 
a  Jackie  Robinson  who  will  start  a 
daily  news  commentary  on  WAAF 
in  mid-September. 

Or  perhaps,  the  one-time  football 
great  Buddy  Young,  who  now  is  an 
air  star  for  WEBB,  Baltimore. 

At  the  same  time,  he  can  also  be 
a  Daddy-O-Daylie,  hilled  as  Chi- 
cago's 'Number  One  Jazz  Impre- 
sario." Or  any  one  of  hundreds  of 
Negro  personalities  whose  audience 
rapport  builds  success  for  scores 
of  stations  throughout  the  country. 
Perhaps  most  of  all  it  is  these  peo- 
ple who  are  building  the  identity, 
the  empathy  with  the  audience 
which  is  working  in  behalf  of  the 
advertiser.  ^ 

WOOK-TV  SUCCESS 

(Continued  from  page  16) 

what-have-you.  There  are  groups  of 
people  in  each  community  which 
like  to  hear  news  items  of  their  own 
community,  and  there  are  types  of 
entertainment  which  appeal  spe- 
cially to  them.  I  believe  this  is  the 
future  of  uhf  and  independent  tele- 
vision. Its  flexibility  allows  com- 
munity-interested programing  in 
television  prime  time  that  network 
stations  arc  unable  to  do,"  he  says. 

United  Broadcasting  is  in  the 
position  ot  a  pioneer,  and  some- 
thing of  a  crusader,  with  its  Wash- 
ington "special  audience"  tv  outlet. 
It  is  not,  however,  operating  the 
station  as  some  kind  ol  social  ex- 
periment. 

"Naturally,  we  arc  in  business  to 

ti\   to  make  a  profit,"  says  Panagos. 

\\c  believe  that  this  will  happen 

in  anothei  year  and  a  half "      ^ 


20 


Stations  aid  community  projects 


JAMES  WELD0N 'JOHNSON  BRANCH 


Building  Youth) 
For  Torhorroui ■■] 


Physical  fitness  program 

Praise  for  its  .•(torts  in  behalf  of  the  Wonder  Bread  youth  physical  program  has  come 

WUFO,  Buffalo  from  a  number  of  souro-s  Including  agency  executives  of  many  top  shop 

SPONSOR  2<i  ak.i  M    196! 


.Yv» 


ANY  YARDSTICK 

Double  the  Average  Daytime  Audience 
Second  Station  —  First  in  Pulse  Three  Years 

Metro  Negro  Pulse,  Ocf.-Nov.,  1962 


1 

6AM-12N 

9AM-12N 

I2N-6PM 

KDIA 

26 

29 

33 

Station  "B" 

•5 

15 

14 

DOMINATES  THE  OAKLAND 
SAN  FRANCISCO  NEGRO  MARKET 

KDIA 


ONLY  NEGRO  MARKET  STATION  COVERING  ENTIRE 
SAN  FRANCISCO  BAY  AREA  NEGRO  POPULATION 


Only  Local  Negro  Station  With  — 


•  Neiro  Gospel  Personalities 

•  deiro  Women's  Programs 

•  Neiro  Sports  News 

•  Jazz  Profra» 


•  Wire  «e»s 

•  Local  Metro  Reus  Stall 

•  Internatioial  Hejro  ladio 

Senice 


THE 

AWARD  WINNING 
STATION 


OAKLAND 


A   SONDERLING   STATION 


QD 


SAN  FRANCISCO 

Represented  by  BERNARD  HOWARD  CO. 


26    m  (.i  si 


reaches  this  market  best  at 
the  lowest  (rate  card)  cost  per 
thousand  because  KGFJ  has: 


n 
a 

D 

a 


TOP  DJ  PERSONALITIES 

PARTICIPATION  &  COVERAGE 
OF  NEGRO  COMMUNITY  AFFAIRS 

SPIRITUAL  &  RELIGIOUS  PROGRAMS 
NEWS  OF  NEGRO  COMMUNITIES 


D 

a 


EXCLUSIVE  PROGRAMS  OF 
VITAL  INTEREST  TO  ALL  NEGROS 

PUBLIC  SERVICE  FOR  CIVIC, 
SOCIAL  &  RELIGIOUS  FUNCTIONS 


SPORTS  BULLETINS 


NON-DIRECTIONAL  SIGNAL  —  24  HOURS  A  DAY 


1230  on  Your  Dial 


4550  MELROSE  AVENUE,  LOS  ANGELES  29,  CALIFORNIA   •  Phone.   NOrmondy   3-3181 
Represented  by:  BERNARD  HOWARD  &  CO.,  New  York,  Chicago,  Atlanta,  San   Francisco 


THE  PIONEER  STATION  PROGRAMMING  100%  TO  THE  LOS  ANGELES  NEGRO  MARKET 


sponsor  26    vi  (.i  M    1 963 


Major  Negro- 
radio  stations 

01  an  ;.   of  broadcast  tt  l><  dule 
ALABAMA 


appeal 
in  U.S. 


NEGRO  POPULATION 
WHITE  POPULATION 

Birmingham 


980.271 
2.283.609 


5  kw 


WENN  1320  kc 

Total  Broadcast  Hours  Weekly 

Percent  Negro  Appeal  Programing 

Negro  appeal  program  types  Hrs  wk 

News  5 

Music  '8 

Religion  34 

Pub.  Service  11 

Manager  Joe  Lackey 

Representative  Bernard  Howard 

WJLO        1400  kc        1  kw  (d),  250  w  (n) 

Total  Broadcast  Hours  Weekly 

Percent  Negro  Appeal  Programing  100 

Negro  appeal  program  types  Hrs  wk 

News  17 

Sports  2 

Music  120 

Religion  20 

Pub.  Service  9 

Manager  Otis  Oodge 

Representative  Boiling 


Butler 


/VPRN 


1240  kc 


Total  Broadcast  Hours  Weekly 
Percent  Negro  Appeal  Programing 

Negro  appeal  program  types 

News 

Sports 

Music 

Religion 

Pub   Service 


kw  (d).  250  w  (n) 

119 
50 


Hrs  wk 
6 

23 1 2 
15 


Manager 
Representative 

Huntsville 


Paul  D.  Nichols 
Keystone 


r 

V 


Marion 

WJAM  1310  kc  5  kw 

Total  Broadcast  Hours  Weekly 
Percent  Negro  Appeal   Programing 

Negro  appeal  program  types  Hrs  wk 

News 

Music  48 

Religion  3 

Manager  Robert  Morris 

Representative  Vic  Piano 


Mobile 

WG0K                   900  kc  1  kw 
Total  Broadcast  Hours  Weekly 

Percent  Negro-Appeal  Programing  100 

Negro  appeal  program  types  Hrs.  wk 

News 

Music  54 

Religion  34 

Pub.  Service  5 

Manager  Robert  Grimes 

Representative  Bernard  Howard 


WMOZ                  960  kc 

1  kw 

Total   Broadcast   Hours   Weekly 

95 

Percent  Negro-Appeal   Programing 

100 

Negro  appeal  program  types 

Hrs.  wk. 

News 

7 

Music 

64 

Religion 

15 

Pub    Service 

9 

President                                      Edwin 

H  Estes 

Representative             Bob   Dore.    Dora-Clayton 

Montgomery 


1600  kc  5  kw        WRMA 

otal  Broadcast  Hours  Weekly  103 

ercent  Negro  Appeal  Programing  100 

Negro  appeal  program  types  Hrs  wk. 

News  2l2 

Sports  m 

Music  50'* 

Religion  40 

Pub.  Service  8'z 

Manager                                       Leroy  Garrett         Manager 

Representatives      Continental    Bernard  I   Ochs         Representative 


950  kc 


1  kw 


Total  Broadcast  Hours  Weekly 

96 

Percent  Negro  Appeal  Programing 

100 

Negro  appeal  program  types 

Hrs  wk 

News 

18 

Music 

46 

Religion 

26 

Pub   Service 

6 

JOIN  WJLD'S 
RECORD  CLUB 

WJLD  •  WJLN-FM 

"Birmingham's  Best  Radio  Buy'' 


SALES 


Record  National  Advertising  Sal 


^^22^^1 


Birmingham's  only  100°^  full  time  Negro 
programming  station  24  hours  daily1 


AUDIENCE 
INCOME 


Highest  Negro  family  income  in  Southeast 
NOW  24  HOURS  DAILY' 


Judd  Spar'ing    National  Representative- The  Boiling  Company  Inc 
Bernard  Howard  WILD  Birmingham   Ala —Atop  Red  Mtn 


SPONSOR    LYi    mi.isi     '   ■ 


Tuscaloosa 

WTUG  790  kc  500  w 

Total  Broadcast  Hours  Weekly 96 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News   7Vi 

Sports   2 

Music    65 

Religion     3 

Pub.  Service  13V2 

Misc 5 

Manager  W.  I.  Dove 

Representative  Bernard  I.  Ochs 

ARIZONA 

NEGRO  POPULATION  51,800 

WHITE  POPULATION   1,169,591 

Phoenix 

KCAC  1010  kc  500  w 

Total  Broadcast  Hours  Weekly 92 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News   7 

Sports   5 

Music    62 

Religion  11 

Pub.  Service  7 

Manager  James  B.  Titus 

Representative  Bernard  Howard 

ARKANSAS 

NEGRO  POPULATION  388,787 

WHITE  POPULATION   1,395,703 

Little  Rock 

KOKY  1440  kc  5  kw 

Total  Broadcast  Hours  Weekly SO 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News  6 

Music    45 

Religion     27 

Pub.  Service  12 

Manager  Edward  Phelan 

Representative  Bernard  Howard 

Pine  Bluff 

KOTN  1490  kc  250  w 

KOTN-FM  92.3  mc  3200  w 

Total  Broadcast  Hours  Weekly 121 

Percent  Negro  Appeal  Programing 50 

Negro  appeal  program  types  Hrs.  wk. 

News  2V2 

Music    48 

Religion  6 

Pub.  Service  3V4 

Manager  Danny  S.  Jacobson 

Representative  Hal  Walton 

_'l 


CALIFORNIA 

NEGRO  POPULATION  883,861 

WHITE  POPULATION   14,455,230 

Los  Angeles 

KDAY  1 580  kc  50  kw 

Total  Broadcast  Hours  Weekly 105 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News 10V2 

Sports    5 

Music    64 

Religion    15 

Pub.  Service  IOV2 

Manager  Norm  Posen 

Representative  Continental 

KGFJ       1230  kc       1  kw  (d),  250  w  (n) 

Total  Broadcast  Hours  Weekly 164 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News   I6V2 

Sports   8 

Music    90V2 

Religion  13 

Pub.  Service   36 

Manager  Thelma  Kirchner 

Representative  Bernard  Howard 


Oakland 

KDIA  1310  kc  1  kw 

Total  Broadcast  Hours  Weekly 160 

Percent  Negro-Appeal  Programing ICO 

Negro-appeal  program  types  Hrs.  wk. 

News  12 

Sports    5 

Music    112 

Religion     32 

Pub.  Service   101 2 

Manager  Walter  Conway 

Representative  Bernard  Howard 


San  Francisco 

KSAN       1450  kc       1  kw  (d),  250  w  (n) 

Total   Broadcast   Hours   Weekly 140 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News   25 

Sports     2 

Music    70 

Religion     35 

Pub.   Service    8 

Manager  Stanley  LeVine 

Representatives       Savalli  Gates.    Dora-Clayton 


ON  THE  AIR 

THIS  FALL 

WOOK-TV 

Channel  14 

Washington,  D.  C. 

A  new  concept  in  program- 
ming— America's  first  Tele- 
vision Station  programmed 
for   the    Negro   Market. 


Featuring 

Such  internationally  person- 
alities as:  Mahalia  Jackson 
—  Lionel  Hampton,  and 
others. 

A  newsfilm  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 
homes.* 

(*)  projected  figures  of  the  Elec- 
tric Institute  of  Washington,  D.  C. 

WOOK-TV 

5321    FIRST  PLACE  N.E. 

WASHINGTON,  D.  C. 

TUckerman  2-2500 

A    Division   ol    United   Broadcasting   Co 
Represented    nohonolly    by: 

NEW  YORK:  UBC  Sales,  420  Madison  Ave. 
CHICAGO:  UBC  Sales,  Wrigley  Bldg 
ATLANTA:  Dora-Clayton  Agency,  Inc. 


SPONSOR    26    u  (.i  SI     198 


DISTRICT  OF  COLUMBIA 

NEGRO  POPULATION 
WHITE   POPULATION 


411.737 
345.263 


Washington 


WOOK  1340  kc  1  kw 

Total  Broadcast  Hours  Weekly 
^Percent  Negro  Appeal  Programing 

Negro  appeal  program  types  Hrs  wk 

News  .    17 

Music  109 

Religion  17 

Pub    Service  17 

Misc  8 

anager  John  Panagos 

epresentatives  United.  Sandberg 

Dora-Clayton 


A/UST                 1120  kc  250  w 

Total  Broadcast  Hours  Weekly  .   99 

■percent  Negro-Appeal   Program  ng  100 

Negro  appeal  program  types  Hrs.  wk. 

News  8>4 

Soap  Operas  li4 

Sports  i2 

Music  72 

Religion  .  12 

Pub.  Service  .   5 

Onager  Daniel  Diener 

resentative  Bernard  Howard 


FLORIDA 


NEGRO  POPULATION  880,186 

WHITE  POPULATION  4.063.811 

Daytona  Beach 

WELE                   1590  kc  1  kc 

Total  Broadcast  Hours  Weekly 

Percent  Negro  Appeal   Programing  100 

Negro  appeal  program  types  Hrs  wk 

News  14 

Sports  ? 

Muse  51 

Religion  18 

Pub    Service  ...   9 

M:sc  J 

Manager                                    Arlene  Schmidt 

Representatives  Bernard  I.  Ochs, 
National,  Keystone 

Jacksonville 

WRHC  1400  kc  250  w 

Total  Broadcast  Hours  Weekly 
Percent  Negro  Appeal  Programing 

Negro  appeal  program  types  Hrs.  wk. 

News  .2 

Sports 

Music  26* ; 

Religion  .17 

Pub.  Service  1 

Manager  Harold  S.  Cohn 

Representatives      Hal  Walton.  Bernard  I.  Ochs 


■ 

ecord  club  membership 

<-n  thousand  requests  to  join  the  M  nil   Record  Club  came  t..  th<    Houston  station. 

lull   provides   special   request    times,    albums,    records   and    radios    t •  >r    its    members 


WOOK 


is  more  than 

radio!    It   is  the 

most  effectn  e 
medium  for 
selling  one  of 

America's  largest 

and  richest 

NEGRO 
MARKETS: 

The  982,000  high-income 
consumers  in 
WASHINGTON,  DC. 


The  proof:  In  an  18-station  markit 
WOOK  Radio  rates  among  the  top 
two  stations  in  total  audience  and  is 
Number  One  in  Washington,  D.  C, 
between    I2N   and   6   PM  accord- 

ing to  Pulse,  Jan. -Feb     J962 


WOOK 

RADIO 

5321    FIRST   PLACE    N.E. 

WASHINGTON,    DC. 

TUckcrmcn   2-2500 


A    Division   of   United   Broadcattmg   Co. 
Represented    notionolly     by 

NEW  YORK    UBC  Sales   420  Madison  Ave 
CHICAGO    UBC  Sales.  Wngley  8ltfg 
ATLANTA.   Dora  Clayton  Agency    Inc 


P0NS0R   l'(,    Met  si     1963 


25 


Big  Buy 

in  JACKSONVILLE 


Big  Beat 
Radio 


Top-rated 

Among  all  stations 

April  '63  Pulse. 

Top-rated 

Negro  station 

July  '63  Hooper 


WOBS 

JACKSONVILLE,  FLA. 


Larry    P/cuj,    Gen-Wgr 

Represented  by: 

Gill-Perna,    Inc  ,    nationally 
Dora-Clayton,    Southeast 


WOBS  1360  kc  5  kw 

Total  Broadcast  Hours  Weekly 98 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News   7Vi 

Sports    Wt 

Music    50 

Religion     20 

Pub.  Service     5V2 

Misc 4 

Manager  Al  Keirsey 

Representative  Gill-Perna 


Miami 

WMBM  1490  kc  250  w 

Total  Broadcast  Hours  Weekly  168 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News     10 

Sports    1 

Music    114 

Religion     34 

Pub.   Service    9 

Manager  Alexander  Klein 

Representative  Bernard  Howard 


Orlando 

W0KB  1600  kc  1  kw 

Total  Broadcast  Hours  Weekly 95 

Percent  Negro-Appeaf  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News   7 

Music 58 

Religion     28 

Pub.  Service 2 

Manager  Jack  Everbach 

Representatives        Savalli  Gates,  Dora-Clayton 


Pensacola 

VVBOP  980  kc  1  kw 

Total  Broadcast  Hours  Weekly 112 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News   18 

Music    78 

Religion     11 

Pub.  Service   4 

Manager  Zane  D.  Roden 

Representatives  National  Time  Sales, 

Bernard  I    Ochs 


Tampa 

WTMP  1150  kc 

Total  Broadcast  Hours  Weekly 


5  kw 

84 


Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News  

Music    59 

Religion    

Pub.  Service 8 

Manager  M.  E.  Fidler 

Representative  Gill-Perna 

WY0U  1550  kc  10  kw 

Total  Broadcast  Hours  Weekly 84J 

Percent  Negro-Appeal  Programing 10C 

Negro-appeal  program  types  Hrs.  wk 

News  81/2 

Music    48 

Religion  23V; 

Pub.  Service  4 

Manager  Bill  Browr 

Representative  Bernard  Howard 


GEORGIA 

NEGRO  POPULATION 
WHITE  POPULATION 

Atlanta 


.1,122.591 
2,817,22: 


:; 


WA0K  1380  kc  5 

Total  Broadcast  Hours  Weekly 
Percent  Negro-Appeal  Programing  10 

Negro-appeal  program  types  Hrs.  wkjl 

News  7l 

Music    1211 

Religion  1\ 

Pub.  Service  131 

President  Stan  Raymonil 

Representative  Daren  F.  McGavreld 

WERD  860  kc  1  k- 

Total  Broadcast  Hours  Weekly 91v 

Percent  Negro-Appeal  Programing  100 

Negro-appeal  program  types  Hrs.  w 

News   6 

Sports    I1 

Music    24  " 

Religion     18 

Pub.    Service    42  ■ 

Manager  J.  B.  Blayton, 

Representative  Bob   Dore,   Dora-Clay 


Augusta 


WAUG  1050  kc  5  k 

Total  Broadcast  Hours  Weekly 

Percent  Negro-Appeal  Programing  H 

Negro-appeal  program  types  Hrs* 

News 

Sports 

Music 

Religion 

Pub.  Service 
Manager  J  L.  Solom! 

Representatives  Grant  Webb,  Dora-Clayt 

SPONSOR.  _>ti    vi  cu  si    19(1 


Buford 


Savannah 


WDMF 

1460  kC 

1  kw 

WSOK 

1230  kc 

1   kw 

Total  Broadcast 

Hours  Weekly 

90 

Total  Broadcast  H 

ours  Weekly 

16-'. 

Percent   Negro  Appeal   Programing 

Percent   Negro  App 

eal    Programm 

f.                100 

Negro  appea 

program  types 

Hrs  wk 

Negro  appeal  p 

ogram  types 

Hrs  wk 

News 

News 

16i , 

Mus'C 

Sports 

Religion 

3 

Music 

79V* 

Manager 

Robert  E 

Thomas 

Religion 

40 

Representative 

Harr> 

Cannon 

Pub.  Service 
Symphon, 
Manager 

22'j 

Don  Ferguson 

Cairo 

790  kc 

1  kw 

Representatives 

Bob    Oore. 

Dora  Clayton 

WGRA 

Tital  Broadcast 

Hours  Weekly 

ILLINOIS 

Percent   Negro  Appeal   Programing 

25 

Negro  appea 

program  types 

Hrs  wk 

NEGRO  POPULATION 

1,037,470 

News 

WHITE  POPULATION 

9.010.252 

Music 

5 
:.  Takles 

Religion 

Manager 

Lowell 

:;.: 


Representatives      Hal  Walton,  Harry  F  Cannon 


Chicago 


Columbus 


WCLS 


1580  kc 


Tital  Broadcast  Hours  Weekly 
Percent   Negro  Appeal   Programing 

Negro  appeal  program  types 

News 

Music 

Religion 

Pub.   Service  8 

Manager  Charlie  H.  Parish.  Jr. 

Representatives    Bernard  Howard.  Dora-Clayton 


1   kw 

100 
Hrs.  wk 

16 
...91 
.49 


1 


WOKS        1340  kc        1  kw  (d),  250  w  (n) 
•tat   Broadcast   Hours   Weekly 
Percent  Negro  Appeal  Programing  ...  100 

Negro  appeal  program  types  Hrs.  wk. 


News 

Sports 

Music 

Religion 

Misc 
Manager 
Representatives 


.   14 

.     2 

.101 

34 

.   17 

Robert  Ruppel 

Bernard  Howard. 

Bernard  I   Ochs 


aeon 

WIBB  1280  kc 

otal  Broadcast  Hours  Weekly 
'ercent  Negro-Appeal  Programing 

Negro  appeal  program  types 

News 

Sports 

Music 

Religion 

Pub.  Service 
*r  Donald  C 


5  kw 

...100 

Hrs.  wk 

6 

I 

5: 

15 

17 

Frost 


Representatives    Bernard  Howard.  Dora-Clayton 


WAAF                   950  kc  1  kw 

Total  Broadcast  Hours  Weekly  84 
Percent  Negro  Appeal  Programing 

Negro  appeal  program  types  Hrs  wk 

News 

Sports 

Music  .64 

Religion  ? 

Pub.  Service 
Manager  Thjmas  L.  Davis 

Representative  Boiling 

WBEE                  1570  kc  1  kw 

Total   Broadcast   Hours   Weekly 

Percent  Negro-Appeal  Programing 

Negro  appeal  program  type*  Hrs  wk 

News  10>2 

Music    .  89'. •. 

Pub.  Service  51 4 

Manager  Harry  Wilber 

Representative  Continental 

WOPA       1490  kc       1  kw  (d),  250  w  (n) 

Total  Broadcast  Hours  Weekly 

Percent  Negro  Appeal   Programing 

Negro  appeal  prog-am  types  Hrs.  wk 

News  3 

Music  52]4 

Religion 

Pub    Service  14 

Manager  Al  Michel 

Representative  Bernard  Howard 

WSBC       1240  kc       1  kw  (d),  250  w  (n) 

Total  Broadcast  Hours  Weekly 

Percent    Negro  Appeal 

Negro  appeal  program  types  Hrs  wk 

Music  .20 

Religion  5 

Pub.  Service  5 

Manager  Louis  B.  Lee 

Representative  National  Time  Sales 


I 


STILL 

GROWING 

IN 

CHICAGO 


WOPA 

*N°1 

with  300,000 
Negroes   on 

CHICAGO'S 
WEST  SIDE 

•NEGRO   HOOPER    1961 
WOPA        •        Oak   Park   Chicago   I    KW. 

^/  feaXusun/j 

CHICAGO'S   NO.    I    AIR    SALESMAN 

BIG  BILL  HILL 

PERVIS  SPAAN,   RICHARD  STAMM 

KDIA  and  WOPA 


r»pre»eMtd  by 
BERNARD   HOWARD  CO. 


THE  SONDERLING  STATIONS 

S  p  *  c  '  a    if  I     "St 
WDIA 

WOPA       •      Oak   Park    Chlcogo 
KFOX         ■       Long   B*ach    loi   Ang»Ut 
OAKLAND   SAN    FRANCISCO 

KDIA 


MSOR  26    m  <-i  s,    1963 


WVON       1450  kc       1  kw  (d),  250  (n) 

Total  Broadcast  Hours  Weekly 168 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News     1 

Sports    1 

Music    118 

Religion    27 

Pub.   Service    15 

Manager  Frank  Ward 

Representative  Bob  Dore 

WYNR  1390  kc  5  kw 

Total  Broadcast  Hours  Weekly 164 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News   13 

Sports   IV2 

Music    124 

Religion  13  Vi 

Pub.  Service  8V2 

Misc 3V2 

Manager  Jay  J.  G.  Schatz 

Representative  H-R 


Indianapolis 

WGEE  1590  kc  5  kw 

Total  Broadcast  Hours  Weekly 84 

Percent  Negro-Appeal  Programing 65 

Negro-appeal  program  types  Hrs.  wk. 

News   2V2 

Sports    15 

Music    32% 

Religion  4V2 

Manager  Arnold  C.  Johnson 

Representative  Continental 


INDIANA 

NEGRO  POPULATION  269,275 

WHITE  POPULATION  4,388,554 


KENTUCKY 

NEGRO  POPULATION  215,949 

WHITE  POPULATION   2,820,083 

Louisville 

WLOU  1350  kc  5  kw 

Total  Broadcast  Hours  Weekly 84 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News   8 

Music    60 

Religion  8 

Pub.  Service  8 

Manager  Jay  Thompson 

Representatives  Gill-Perna,  Rounsaville 


WEBB  Radio 

Baltimore  NEGRO  Market  Leader 

Sales  Promotion  •  Merchandising  •  Marketing 

Leadership  thru  Community   Interest  &    Responsibility 

6  a.m. -Noon 
WEBB    

Station  A  

Station  B  

Station  C  

Station  D  

Station  E  

Station  F  


}?* 

WEBB 

Noon-6  p.m. 

.36 

26 

Station   A 
Station    B 
Station   C 
Station    D 
Station    E 
Station    F 

31 

8 

5 

8 

3 

7 

8 

6 

6 

4 

6 

Baltimore  Metro  Area  Negro  Audience  —  The  Pulse,  May-June  '63 

Represented   by 

Bernard  Howard  &  Co.,  Inc. 

20  E.  46th  St.,  New  York  14,  N.  Y. 

Oxford  7-3750 

700%   NEGRO  Programming 

3113  W.    North    Ave. 

Baltimore    16,   Md. 


LOUISIANA 

NEGRO  POPULATION  1,039,207 

WHITE  POPULATION   2,211,715 


Baton  Rouge 


mi 


■::■• 
Si 


WX0K  1260  kc  1  kw 

Total  Broadcast  Hours  Weekly 91 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News  6 

Music    81 

Religion  Js 

Pub.  Service  3 

Manager  Thomas  L.  McGuirefc 

Representative  Bernard  Howard^ 


«l 


New  Orleans 


800  kc 


1  k* 


WB0K 

Total  Broadcast  Hours  Weekly 

Percent  Negro-Appeal  Programing IOC 

Negro-appeal  program  types  Hrs.  «rk 

News   3V; 

Sports   1 

Music    75 

Religion  3V;i 

Misc 1 

Manager  Edward  Prendergas 

Representative  Bernard  Howart' 


IB! 


WYLD       940  kc       1  kw  (d),  500  w  (n 

Total  Broadcast  Hours  Weekly 16; 

Percent  Negro-Appeal  Programing 1CW 

Negro-appeal  program  types  Hrs.  wk 

News     14V 

Music 95 

Religion  47 

Pub.  Service  6V 

Manager  John  J.  Revisor 

Representative  Gill-Perna.  Rounsavill 


" 


Shreveport 

KANB  1300  kc  1  h 

Total  Broadcast  Hours  Weekly  9 

Percent  Negro-Appeal  Programing 10 

Negro-appeal  program  types  Hrs.  wl 

News   

Music    4 

Religion  

Pub.   Service    

Misc 2 

Manager  Don  De  Gabriell 

Representative    Bob  Dore,  Southern  Spot  Sale 

K0KA  1550  kc  10  k- 

Total  Broadcast  Hours  Weekly 13 

Percent  Negro-Appeal  Programing  ..II 

Negro-appeal  program  types  Hrs.* 

News   

Music 

Religion  4J 

Pub.  Service  

Manager  William  Campbe 

Representative  Bernard  Howai 

SPONSOR   L'i.    vi  (.i  si    196! 


MARYLAND 

<EGRO  POPULATION 
VHITE  POPULATION 

Innapolis 


VANN  1190  kc 

otal  Broadcast  Hours  Weekly 
<  'ercent   Negro  Appeal   Programing 

I  Negro  appeal  program  types 
News 
Spirts 
Music 
Religion 
Pub.  Service 
nager 
epresentative 


518,410 
2.573.919 


10  kw 
M 

100 

Hrs  wk 

7 

2 

56 

15 

: 

Morris  H.  Blum 


Negro  appeal  program  types  Hrs  wk 

News  6 

Music  ;o 

Religion 

Pub.  Service  2 


Manager 
Representatives 


Helen  G   Wherley 
United.  Dora  Clayton 


MICHIGAN 

NEGRO  POPULATION 
WHITE  POPULATION 

Detroit 


717,581 
7,085.865 


WWIN  1400  kc 

Total  Broadcast  Hours  Weekly 
Percent  Negro  Appeal   Programing 

Negro  appeal  program  types 

News 

Music 
Manager 
Representative 


Continental 


ialtimore 


/EBB                  1360  kc  5  kw 

otal  Broadcast  Hours  Weekly 

'ercent  Negro  Appeal   Programing 

Negro  appeal  program  types  Hrs.  wk. 

News  5 

Sports  2 

Music  .57 

Religion  15 

Pub.  Service  .19 

anager  Samuel  E.  Feldman 

epresentative  Bernard  Howard 

SID                 1010  kc  1  kw 

ital  Broadcast  Hours  Weekly  90 

■rcent  Negro  Appeal  Programing  100 


1  kw 
163 

Hrs  wk 

12 

30 

H   Shelton  Earp 

Savalli  Gates 


111,842 
5,023.144 


WCHB                   1440  kc  1  kw 

Total  Broadcast  Hours  Weekly  80  lapproi  i 

Percent  Negro  Appeal  Programing  100 

Negro  appeal  program  types  Hrs  wk 


MASSACHUSETTS 

NEGRO  POPULATION 
WHITE  POPULATION 

Boston 


WILD  1090  kc  1  kw 

Total  Broadcast  Hours  Weekly  18 

Percent  Negro-Appeal  Programing 

Negro  appeal  program  types  Hrs  wk. 

News  5 

Sports  2 

Music  48 

Religion  13 

Pub.  Service  6 

Manager  Nelson  B.  Noble 

Representative  Bernard  Howard 


News 
Music 
Religion 
Pub.  Service 
er 
Representatives 


8 
48 

12 

Frank  M.  Seymour 

Bob    Dore.    Dora-Clayton 

Bill  Creed  Assoc 


WCH0FM-  1059   mc         34,r       I 

Total  Broadcast  Hours  Weekly 

Percent   Negro  Appeal  Program  ng 

Negro  appeal  program  types  Hrs  wk 

News  13 

Music 

Religion  19' i 

Pub    Service  19VS 

Manager  Frank  M.  Seymour 

Representatives  Bob  Dore.  Dora-Clayton 

Bill  Creed  Assoc 


*  Simufcasfs    w.l/i    WCH8    9am      »o    5    p  m 
independent    broadcasts    5    pm.    to     I    am 


FIRST  in  the  BALTIMORE,  MARYLAND 

NEGRO  MARKET 
WSID      ! 

i i 


Pulse,   August    1962   Ratings 


6   a.m.   to    12 

noon                                   12    noon    to    6    p.m. 

WSID                                                                                          26 

25 

Station  B                                                                                       30 

43 

Highest      rated      Negro      programming      also                  Baltimore's     pioneer     Negro     station     .     .     .     ever 
Hooper  Survey.                                                                                  ready    to   aid    your    product    sales   through   WSID 
lOOO  Watt  clear   channel   station   in   the   hear,                  PLUS  MERCHANDISING, 
of    an    expanding    Negro    Market    (34.3%     in- 
crease .  .  .   1950-1960) 

iff  C  1  |\     0NE  OH!  ONE 

W      J           U       ON    EVERYONE'S    RADIO 

I         v.  (..  s,    1963 


I 


ONLY  YOUR  REP 


I!  D.-R.M  Keuwirtfa 


GETS  THROUGH  TO  BUYERS 


David   Rutlcdgf 


HE     KATZ    AGENCY     INC 


BETTER  THAN  SPONSOR 


JAMES    P.     O'ORAOY.    JR 


reveviiiON  co»p 


Til  BPIMJHB 


tiHI  <  I    It    Bin  VM 


L'^OYO   Griffin 


. 


And  even  he'll  admit  he  can't  be  in  as  many  places  as  often.  Give  your  rep  all  tl 
support  a  good  SPONSOR  campaign  can  be— increasing  call-letter  recognition;  warm- 
ing up  the  welcome;  making  salient  points;  avoiding  a  lot  of  introductory  hashing. 
Why  SPONSOR?  Because  it's  the  most  important  1/4"  (sometimes  5/16")  in  broadcast 
buying.  Because  it  leads— with  the  top-of-the-news  . . .  depth-of-the-news . . .  trend 
of  past  and  present . . .  outlook  on  tomorrow.  SPONSOR  supports  the  sale,  feeds  the 
buying  mix  to  help  make  each  buy  the  best  possible.  Like  your  buy  in  SPONSOR, 
the  broadcast  idea  weekly  that  squeezes  the  air  out,  leaves  nothing  but  air  in.  555 
Fifth  Avenue,  New  York  17.  Telephone:  212  MUrrayhill  7-8080 


30 


SPONSOR/26  august  196 


1  kw 

168 

72 

Hrs  wk 

3 

96' j 
18 

Thomas  J   Warner 
Bernard  Howard 


WJLB  1400  kc 

Total  Broadcast  Hours  Weekly 
Percent    Negro  Appeal    Programing 

Negro  appeal  program  types 

News 

Sports 

Music 

Religion 

Pub    Service 
Manager 
Representative 

Flint 


WAMM                 1420  kc  500  w 

Total  Broadcast  Hours  Weekly  110 

Percent  Negro  Appeal   Programing  .   42 

I      Negro  appeal  program  types  Hrs  wk 
Music 

Religion  2 
Pub    Service 

Manager  Philip  Munson 

Representative  Dora  Clayton 
MISSISSIPPI 

NEGRO  POPULATION  915.743 

WHITE  POPULATION  1.257,546 

Centreville 

WLBS                 1580  kc  250  w 

Total  Broadcast  Hours  Weekly  84 

•  Percent  Negro  Appeal  Programing  .28 

Negro  appeal  program  types  Hrs.  wk. 

News  1 

Music  16 

Re'igion  6 

Pub   Service  i 
Manager                                   Benton  Bickham 

Representative  Keystone 


Greenville 

*ESY  1580  kc  1  kw 

Total  Broadcast  Hours  Weekly  .   93 

Percent  Negro  Appeal  Programing  ..100 

Negro  appeal  program  types  Hrs.  wk. 

News  63j 

Music  601* 

Religion  25 

Pub   Service  51 : 

Managers  Paul  Artman.  Miller  Abraham 

(epresentatives  Bob  Oore.  Dora  Clayton 


askson 

V0KJ                 1590  kc  5  kw* 

otal  Broadcast  Hours  Weekly  .   97 

'ercent  Negro  Appeal   Programing  .100 

Negro  appeal  program  types  Hrs.  wk. 

News  7 

Music  45 

Religion  38 

I    Pub.  Service   . 

Onager  Charles  Fletcher 

epresentative  Bernard  Howard 

I     k<*    mghffim*    optralion  under    cons/rue- 
lion. 


Meridian 

WQIC                   1390  kc  5  kw 

Total  Broadcast  Hours  Weekly 

Percent   Negro  Appeal   Programing  100 

Negro  appeal  program  types  Hrs  wk 

News  14 
Sports 

Music  40l< 

Religion  21 

Pub   Service  .  14 

Manager                                     Lloyd  Royal..  Jr 

Representative  Bernard  Howard. 

Bernard  I   Ochs 


Starkville 

WSSO                  1230  kc  250  w 

Total  Broadcast  Hours  Weekly 

Percent   Negro  Appeal   Programing 

Negro  appeal  program  types  Hrs  wk 

Music  40  8' 

Religion  21* 

Manager  Joseph  Phillips 

Representative  Keystone 

'  38   houn   of   total   programed   to   nrgto  and 
whit» 
0    .    hourt   programed   to   n«gro   and    whit* 


WJLB 


\\  \  l   / 

Number 

AND  WE  ARE  PROUD  OF  IT 


ONLY  rUfl  DELIVERS   THE   METROPOLITAN   DETROIT 
NEGRO  MARKET  ALL  DAY  -  AND  ALL  NIGHT,  TOO 


ONLY 
ALITIES 


3  OFFERS  DETROIT'S  4  TOP  NEGRO  PERSON 


1.  "Senator"  Bristoe  Bryant 

2.  "Jolting"  Joe  Howard 

3.  "Frantic"  Ernie  Durham 

4.  "around  the  town"  Jack  Surrell 


For  over  25  Years  and  Particularly  In  the  Last  Decade, 
Has  Racked  Up  Sales  for  the  Knowing  Advertiser  Who  Wants 
to  Capitalize  on  the  Rich  Potential  NEGRO  Market  in  the  Greater 
Detroit  Area 


National  fteprcitntatne     Bernard  Howard  4  Co      inc      NYC 


P0NS0R   26    uf.isr    1963 


31 


ST.  LOUIS 


IS  NEGRO  RADIO 
COME  OF  AGE 

in  a  major  market 
where  one  of  every 
three  consumers 
is  Negro! 


•  First  by  far  in  ratings  — 
first  in  sales,  service 
and   results  —  tops  in 
merchandising  cooperation. 

•  KATZ  serves  the  St.  Louis 
Negro  community  by 
continuing  devotion  to 
the  civic  interests  of 

St.  Louis  as  a  whole. 

•  This  is  responsibility 

in  Negro  radio!  This  is 
Negro  radio  come  of  age! 

•  A  part  of  every  St.  Louis 
budget  belongs  on  KATZ, 
where  a  mass  audience 
plus  the  prestige  of 
listener  loyalty  will  make 
sales  for  you. 


Coming  in  '64 

THE  ST.  LOUIS  BICENTENNIAL 

Tribute  to  a  Great,  New, 

Flourishing  St.  Louis 

America's  Gateway  to  Space! 


ST.  LOUIS 


FULL  TIME  -  5,000  WATTS 

Bentley  A.  Stecher.  General  Manager 
Represented  Nationally  by  Savalli  Gates 


MISSOURI 

NEGRO  POPULATION  390,853 

WHITE  POPULATION   3,922,967 

Kansas  City 

KPRS  1590  kc  1  kw 

Total  Broadcast  Hours  Weekly 91 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News  10 

Music 44 

Religion 13 

Pub.  Service   24 

Manager  Andrew  R.  Carter 

Representative  Bernard  Howard 


Negro-appeal  program  types 

News   

Sports    

Music 

Religion  


Hrs.  wk. 

...   5V4 
...   1 

..68y4 

...2Wa 


Pub.  Service 3Va 

Manager  Richard  Miller 

Representative  Bernard  Howard 


■ 


St.  Louis 

KATZ  1600  kc  5  kw 

Total  Broadcast  Hours  Weekly 149% 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News   11V4 

Sports   Vz 

Music    89 

Religion  46V2 

Pub.  Service  2Vi 

Manager  Bentley  A.  Stecher 

Representative  Savalli /Gates 

KXLW  1320  kc  1  kw 

Total  Broadcast  Hours  Weekly 105 

Percent  Negro-Appeal  Programing 100 


NEW  JERSEY 

NEGRO  POPULATION  514,875 

WHITE  POPULATION   5,539,003 

Newark 

WHBI-FM  105.9  mc  3  kw 

Total  Broadcast  Hours  Weekly 140 

Percent  Negro-Appeal  Programing 90 

Negro-appeal  program  types  Hrs.  wk. 

News   6 

Music 60 

Religion  46 

Pub.  Service  14 

Manager  William  A.  Masi 

Representative  Bill  Masi  Network 

WNJR  1430  kc  5  kw 

Total  Broadcast  Hours  Weekly 138 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News   14 

Music 75V4 

Religion  14    1 

Pub.  Service  34V4 

Manager  Leonard  Mirelsei 

Representative  Continental 


In  New  York,  all-Negro  24  hours  a  day 

(MOfl-Fri)  Music  &  Community  News/New  York  City,  DE  5-16( 


32 


SPONSOR   26    \ir.i  sr   196! 


!<EW  YORK 

,<EGRO  POPULATION  1,417,511 

VHITE  POPULATION  15.287,071 

Buffalo 


VUFO                   1080  Kc  1  kw 

otal  Broadcast  Hours  Weekly  105'  2 

'ircent  Negro  Appeal   Programing  100 

Negro  appeal  program  types  Hrs  wk 

News  31 4 

Music  86': 

Religion  .  14 

Pub    Service  1 

Misc  P4 

Unager  Jim  Corrm 
Representative                          Bernard  Howard 


ew  York 


5  kw 
...164 
...40 
Hrs.  wk. 

.   4 

.        1»2 

51 


/ADO  1280  kc 

'otal  Broadcast  Hours  Weekly 
ent  Negro  Appeal   Programing 
Negro  appeal  program  types 

News       

Sports 

Music 

Religion  7Vi 

Pub   Service  .  .  2 

ager  Sydney  Kavaleer 

LIB                  1190  kc  1  kw 

al  Broadcast  Hours  Weekly         100 

ircent   Negro  Appeal  Programing  .   95 

Negro  appeal  program  types  Hrs.  wk. 

News  17 

Music 60 

Pub  Service  . .  .18 
pr 

jpresentative 


Harry  Novik 
Bernard  Howard 


WRL  1600  kc  5  kw 

tal  Broadcast  Hours  Weekly  .  163 

rcent  Negro  Appeal   Programing  90 

News   17 

Music  65 

Religion  24 

Pub.  Service  14 

inager  Edith  Dick 


)RTH  CAROLINA 


GRO  POPULATION     1,116.021 

HTE  POPULATION  3,399,285 

iarlotte 

>IV  1600  kc  1   kw 

al   Broadcast   Hours  Weekly 137 

cent  Negro  Appeal   Programing   100 

Negro  appeal  program  types  Hrs.  wk. 

•  News  12 

I  Sports    1 

Music    .99 

Religion    3 

Pub   Service   22 

"»g*r  Francis  M.  Fitzgerald 

uresentative  Bernard  Howard 


Durham 

WSRC  1410  kc  1  kw 

Total  Broadcast  Hours  Weekly 
Percent   Negro  Appeal   Programing 

Negro  appeal  program  types  Hrs  wk 

Music  75 

Religion  10 

Pub.  Service  5 
Misc 

Manager  James  Mayes 

Representatives  Continental,  Bernard  I  Ochs 


Elizabeth  City 

WCNC  1240  kc  250  w 

Total  Broadcast  Hours  Weekly  117 

Percent  Negro  Appeal  Programing  25 

Negro  appeal  program  types  Hrs  wk 

News     .  1 

Music 26 

Religion I1: 

Pub.  Service  1 

Manager  J.  L.  Lamb.  Jr. 

Representative  Bogner  &  Martin 


Elizabethtown 

WBLA  1440  kc  1  kw 

Total  Broadcast  Hours  Weekly  91 

Percent  Negro  Appeal  Programing  40 

Negro  appeal  program  types  Hrs.  wk. 

News  3 

Sports    P2 

Music    19 

Religion  2 

Pub   Service  I1? 

Misc  .   7 

Manager  Chatham  C.  Clark 

Representative  Keystone 


Forest  City 

WAGY  1320  kc  1  kw 

WAGY-FM  105.3  mc  20.000  w 

Total  Broadcast  Hours  Weekly    AM— 89.  FM— 113 
Percent    Negro  Appeal    Programing  .25 

Negro  appeal  program  types  Hrs.  wk. 

News  AM—  1>2.  FN' 

Music AM— 19,      FM— 22 

Religion  AM—  2V2.  FM—  3 

Pub.  Service  AM—  1.     FM     P.- 

Manager  Fred  Blanton 

Representative  Continental 


Greensboro 

WEAL  1510  kc  1  kw 

Total   Broadcast   Hours   Weekly         87 

Percent  Negro  Appeal   Programing 

Negro  appeal  program  types  Hrs  wk 

News  8 

Sports 

Music     ......  58 

Religion     ■'. 

Pub.    Service  16 

Manager  Carroll  Ogle 

Representative  Bernard  Howard 


\v  ti  1  v 


tOOO  Wath     20  I  lows  Daily 

Charlotte,   North   Carolina 

A  X  II 

weal 


1OO0  WatU     Daytime 

Greensboro-High  Point,  N.C. 

GIVE  ADVERTISERS 

...DAILY  contact  with 
KiT. _'".">  NEGRO  consumers 

who  spend  over  ^7  million 

dollars  annnallj . 

. ..  DAILY  contact  \sith  30  j 
of  the  total  North  Caro- 
lina NEGRO  population 
who  earn  19.7%  of  the  total 

spendable  income. 

...combination  rates  «»f  7>r'( 
additional  discount  when 
a  similar  or  equal  schedule 
is  purchased  on  WGFV  and 
WKAL.    Only    one   order 

placement,  one  Bef  of  cnp\  . 
and  one  monthh    billing. 

CALL  OUR  REPS 

BERNARD  HOWARD 
AND  CO. 

NEW  YORK  —  CHICAGO 

LOS  ANGELES  -  ATLANTA 

SAN  FRANCISCO 


0NS0R  26    \k.i  m    1963 


33 


FIRST*  in 
NEGRO  RADIO 
in 
CLEVELAND: 

WJMO 
programs 
top  Negro 
talent. . . 
backed  with 
consistent  and 
heavy 

promotion  to 
deliver  your 
message  to 
260,000  Negroes 
at  Cleveland's 
*  *  * 

WJMO 

RADIO 

Cleveland   Ohio 

*  Pulse,    May-June,    1962 

Represented     nationally     by: 

NEW  YORK:  UBC  Sales,  420  Madison  Ave. 

CHICAGO:    UBC   Sales,  Wrigley   Bldg. 

ATLANTA:    Doro-Clayton    Agency,    Inc. 

34 


Scotland  Neck 

WYAL  1280  kc  5  kw 

Total  Broadcast  Hours  Weekly 99V2 

Percent  Negro-Appeal  Programing 25 

Negro-appeal  program  types  Hrs.  wk. 

Music 20 

Religion  4 

Pub.  Service  1 

Manager  Byron  Thomas 

Representative  T-N  Spot  Sales 


W.'.K 


M'K  ../.IK 

'U»  QUEEN 


Winston-Salem 

WAAA  980  kc  1  kw 

Total   Broadcast  Hours  Weekly 110 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News     4 

Music    76 

Religion  15 

Pub.   Service    10 

Manager  Ranny  Daly 

Representive  Bob  Dore,  Bernard  I.  Ochs 


OHIO 

NEGRO  POPULATION  786,097 

WHITE  POPULATION   8,909,698 

Cincinnati 

WON  1480  kc  1  kw 

Total  Broadcast  Hours  Weekly 98 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News  15 

Music    39 

Religion  24 

Pub.  Service   20 

Manager  Carl  Glicken 

Representative  Gill-Perna,  Rounsaville 


Cleveland 

WABQ  1540  kc  1  kw 

Total  Broadcast  Hours  Weekly 98 

Percent  Negro-Appeal  Programing  100 

Negro-appeal  program  types  Hrs.  wk. 

News   6 

Music    69 

Religion  19 

Pub.  Service  4 

Manager  Bert  Noble 

Representative  Bernard  Howard 

WJMO       1450  kc       1  kw  (d),  250  w  (n) 

Total  Broadcast  Hours  Weekly 163 

Percent  Negro-Appeal  Programing 92 

Negro-appeal  program  types  Hrs.  wk. 

News   4Vi 

Music    124V2 

Religion  13V2 

Pub.  Service  7  V? 

Manager  C.  C.  Courtney 

Representatives  United.  Dora-Clayton 


/.ff, 

5X" 


Choosing  a  queen 

Winner  of  Chesterfield  radio  contest  i 
introduced  on  station  WANK).  Pittslnirgl 

Columbus 

WVK0  1580  kc  1  kv 

Total  Broadcast  Kours  Weekly 8- 

Percent  Negro-Appeal  Programing 10 

Negro-appeal  program  types  Hrs.  wk 

News   1 

Sports   ] 

Music     4 

Religion  1 

Pub.  Service  

Misc 

Manager  Bert  Charle 

Representative  Bernard  Howar 



PENNSYLVANIA 

NEGRO  POPULATION  852,75 

WHITE  POPULATION   10,454,00 

Philadelphia 

WDAS  1480  kc  5  k 

Total  Broadcast  Kours  Weekly H 

Percent  Negro-Appeal  Programing K 

Negro-appeal  program  types  Hrs.w 

News   

Sports    

Music    1" 

Religion  

Pub.  Service  

Manager  Robert  A.  Kle 

Representative  Bernard  Howa 

WHAT  1340  kc  1  * 

WHAT-FM  96.5  mc  20,000 

Total  Broadcast  Hours  Weekly 163 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs. » 

News   20 

Music 69 

Religion  23 

Pub.  Service  42 

Misc 8 

Manager  Miss  Dolly  Bar 

Representative  Boll 

SPONSOR  26    ur.fsi    l1-" 


what's  happening  in  PHILADELPHIA? 

CHANGE!! 


Astonishing  change  now  affecting  the  media 
strategy  of  many  enlightened  advertisers. 

Look  at  two  recent  revelations  from  the  pages  of . . . 

®je  ^citing  bulletin 

"^W.  ^  J*BV  WlTM     6U10AY     UO*WIS     EDITION 


Negro  Pupil  Enrollment 
Tops  50%  Mark  Here 


By  rtTU  H.  BtNZEN 
0/  PM  3u'l«tm  Staff 
Negro  enrollment  in  the  Phil- 
adelphia    public     schools    hu 
gone  over  50  per  cent  for  the 
first  lime  m  history  here 

A  racial  «urvev  made  hv    ihe 
of  Educiiu"  i  found  th*t 
June    c«m 
I  ot  the  m\ 

-;li 


Negroes  in  high  schools  reflects 
(heir  greater  school  dropout 
rile.  Many  factors  contribute 
to  school  dropout  but  it  is  con- 
sidered one  of  the  most  cnticaj 
problems  facing  American  edu- 
cation. 

The  sur.a>  vhnwcd  :hat  a 
considerable  amount  of  d<  facto 
segregation  exists  in  the  Phila- 
delphia public  schools  D«  facto 
segregation  >s  legregauo 
fartJjHlnot  in  I 


Economy  Leagu»  Report: 

City's  White  Population 
Is  Down  by  340,000 

The    Pennsylvania   Economy)     —  Between    1953  atvd    1960. 
League  reported  vesferdav  that; *l»ut     23,000    migrated     here 

200.000  white  persons  and  75.1  "ch    ¥»     *  J*T!     'V™ 
™*  .  .. .    »k.  i  !»*re  whtte.  and  6.000  nonwhite 

000  nonwhites.  migrated  to  Phi. 
adelphia  during  the  1950s  ^Person-to-Person'  Plan 

In  the  same  deead*.  540.000,     —From  60  to  7J 
whites  left  the  city,  the   PEX  the    n 
said    The  200.000  whites,  who 

tgrjted  to  the  city,  offset  this 
vement  from  the  cit 


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  reexamined  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  The  Boiling  Co.  for  more  provocative  details. 


WHAT  Radio  Center,  3930-40  Conshohocken  Ave.,  Philadelphia  31,  Pa.  •  TRinity  8  1 500 


PONSOR  26    vi  1. 1  si    1963 


Pittsburgh 


WAMO  860  kc  1  kw 

WAMO-FM  105.9  kc  72,000  w 

Total  Broadcast  Hours  Weekly 168 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News    10 

Sports    2 

Music    114 

Religion  20 

Pub.  Service   20 

Misc 2 

Manager  Leonard  Walk 

Representative  Bernard  Howard 


SOUTH  CAROLINA 

NEGRO  POPULATION  829,291 

WHITE  POPULATION   1,551,022 

Charleston 

WPAL  730  kc  1  kw 

Total  Broadcast  Hours  Weekly 84 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News   4V4 

Music  .' 38 

Religion  33  Vi 

Pub.  Service  8V4 

Manager  Robert  Chrystie 

Representative  Bob  Dore,  Dora-Clayton 


PITTSBURGH 


£  9 


BOSTON 

(Pending  FCC  Approval) 


BUFFALO 


BUI  Powell 
WAMO 


Dora  Richardson 
WUFO 


Alexander  Martin 
WAMO 


©*; 


Jimmy  Lyons 
WUFO 


Marlene  Moore 
WAMO 


Sylvia  WAMO 


DOUBLE  WAMO  PITTSBURGH        WUFO   IN   BUFFALO 


Pittsburgh's  only  Negro  Market 
Station.  Over  15  years  with  power, 
coverage,  and  well  established  per- 
sonalities. WAMO  860  AM,  72,000 
watts,  106  FM.  Now  serving  the  tri- 
state's  Negro  market  24  hours  a 
day.  WAMO  AM  coverage  includes 
the  important  mill  towns  up  and 
down  the  river  valleys  that  total  more 
population  than  Pittsburgh  itself! 


ofunom/c 
/nc. 


Programming  full  time  to 
the  Buffalo  Negro  market 
which  increased  143%  be- 
tween 1950-1960.  One  of 
America's  fastest  growing 
Negro  markets! 

WILD   -   BOSTON 

Soon  to  be  added  to  Dynam- 
ic Broadcastings  growing 
group  of  stations  serving 
the  Negro  market. 


Bernard  Howard 

National  Representative 

Leonard  Walk 

President 

Joe  Bassett 

Vice  President 
National  Sales  Manager 

Call  462-6000    Area  Code  412 


Columbia 

W0IC  1320  kc  1  kw 

Total    Broadcast   Hours  Weekly 133 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News     ' 14 

Music    89 

Religion     20 

Pub.  Service  10 

Manager  Russell  George 

Representative  Bob  Dore,  Dora-Clayton 


I 


I 


Florence 

WYNN  540  kc  250  w 

Total   Broadcast   Hours   Weekly 90 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News     5 

Music    70 

Religion  10 

Pub.  Service  5 

Manager  David  C.  Phillips 

Representative  Bob  Dore,  Dora-Clayton 


Hartsville 

WHSC       1450  kc       1  kw  (d),  250  w  (n) 

Total  Broadcast  Hours  Weekly 1 14V4 

Percent  Negro-Appeal  Programing 34 

Negro-appeal  program  types  Hrs.  wk. 

News   6 

Music 20 

Religion  llVi 

Pub.  Service  2 

Manager  Oby  B.  Lyles 


Kingstree 

WDKD  1310  kc  5  kw 

Total  Broadcast  Hours  Weekly 90 

Percent  Negro-Appeal  Programing 5; 

Negro-appeal  program  types  Hrs.  wk 

Music    3i 

Religion  7 

Pub.  Service  1 

Manager  E.  G.  Robinson.  Jr. 


36 


North  Augusta 

WTHB  1550  kc  1  kw 

Total  Broadcast  Hours  Weekly 84 

Percent  Negro-Appeal  Programing 10CI 

Negro-appeal  program  types  Hrs.  wk 

News   81: 

Music 53 

Religion  6 

Pub.  Service  81: 

Misc 8 

Manager  Reese  J.  Vaugtir 

Representative  Bernard  Howan 

SPONSOR  26  august  1%: 


Spartanburg 


WZOO        1400  kc       1  kw  (d),  250  w  (n) 
Total  Broadcast  Hours  Weekly  140 

Percent   Negro  Appeal   Programing 

Negro  appeal  program  types  Hrs.  wk 

Music  J5 

Manager  John  K   L   Peterson 

Representative        M   A   Sales,  Bernard  I   Ochs 


TENNESSEE 

NEGRO  POPULATION       586.876 

WHITE  POPULATION  2,977,753 

Chattanooga 

WNOO  1260  kc  1  kw 

Total  Broadcast  Hours  Weekly   103 

Percent   Negro  Appeal   Programing         ...  100 
Negro  appeal  program  types  Hrs.  wk. 


1 
News 

Sports 

Music 

Religion 

L 

Man 
Rep. 


...14 

3 

56 

23 

Pub.  Service  5 

Misc 

ager 
presentative 


Fred  J.  Webb 
Bob  Dore 


Misc  HV4 

Manager  Robert  G   Blow 

Representative  Savalli  Gates 

Memphis 

WDIA                  1070  kc  50  kw 

Total  Broadcast  Hours  Weekly 

Percent   Negro  Appeal   Programing 

Negro  appeal  program  types  Hrs  wk 

News  1 1 

Sports  30 

Music 

Religion  .  6 

Pub.  Service  15 

Manager  Bert  Ferguson 

Representative  Boiling 

WLOK  1480  kc  5  kw 

Total   Broadcast   Hours   Weekly  1 1 6 3 1 

Percent  Negro  Appeal  Programing  109 

Negro  appeal  program  types  Hrs.  wk 

News  15 

Music     741., 

Religion  .27 

Manager  W  L.  Whitworth 

Representative  Bernard  Howard 

Nashville 


Sell  all 


lackson 


rVJAK  1460  kc  1  kw 

Total  Broadcast  Hours  Weekly       96 

'ercent   Negro  Appeal   Programing 100 

Negro  appeal  program  types  Hrs.  wk. 

News  18 

Music  47 

Religion  13V4 

Pub.  Service  6 


WVOL        1470  kc        5  kw  (d),  1  kw  (n) 

Total  Broadcast  Hours  Weekly  131 

Percent  Negro  Appeal  Programing  100 

Negro  appeal  program  types  Hrs.  wk. 

News  3 

Music    65 

Religion    33 

Pub.  Service   30 

Manager  Donald  K.  Clark 

Representatives  Gill-Perna.  Rounsaville 


ontribution  to  youth 

tanbers  oi  Charlotti   teen-age  council  look  on  u  William  Sanders  ol  WGIA 

ward  tor  the  station.  Award  !-•  made  lor  most  outstanding  youth  contribution  In  area 


TMV 


You  cannot  covor 
250,000  Negroes  in 

East  Texas  from 

Dallas  and  Houston 

BUY 

KJET 

BEAUMONT-PORT   ARTHUR 

AND 

KZEY 

TYLER-LONGVIEW 
ONLY  NEGRO  MEDIA  AVAILABLE 
FROM   N.E.    TEXAS   TO   THE   GULF 

Accounts  looking  for  sales  use 
these  stations  52  weeks  a  year 


REPS:  BOB  DORE 

Dora-Clayton  in  S.E. 

or  call  Tom  Gibson  in  Dallas 

EMorson  1-0405 


UNDUPLICATED!!! 

KNOK  RADIO 

DALLAS-FORT    WORTH 

REACHES   THE    LARGEST 

UNDUPLICATED    NEGRO 

RADIO    MARKET    IN    THE 

UNITED   STATES0 

No  other   Negro  advertising   medium 
covers     the     Dallas  Fort     Worth     Negro 

Market     the    Souths    F.fth    La-.. 

Ont   Station1    With    On*   Ordai'    Orw    Schtdu't 

for  100%  Sales  effectiveness 

KM       K 


in  Dallas-^oft  Wo'O- 


Stuart    Hrybum.    }"• 

Dal!a«    Bta  IJo 
19U    I  K  mbo 

BA 1-4144  TV. 

HEPKCSCNTCD    BY 

BERNARD    HOWARD    CO 


"1962  U    S    Census.   Estimated 
Nt?k*ro    PoDul3tion 


•ONSOR  26    vi  (.i  si    1963 


TEXAS 

NEGRO  POPULATION  1,187,125 

WHITE  POPULATION 8,374,831 

Beaumont 

KJET  1380  kc  1  kw 

Total  Broadcast  Hours  Weekly  80 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News   8 

Music    50 

Religion     16 

Pub.  Service  6 

Manager  Edward  Henry 

Representatives  Bob  Dore,  Dora-Clayton 


Negro-appeal  program  types 

News   

Sports    

Music     


Hrs.  wk. 

12 

1 

51 


Dallas  Ft.  Worth 

KNOK  970  kc  1  kw 

Total  Broadcast  Hours  Weekly 105 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News   81 2 

Sports     2 

Music     52  V'2 

Religion  21 

Pub.  Service  21 

Manager  Stuart  J.  Hepburn 

Representative  Bernard  Howard 


Religion  21 

Pub.  Service  17 

Misc 4 

Manager  Robert  C.  Meeker 

Representative  Savalli.  Gates 

KY0K  1590  kc  5  kw 

Total  Broadcast  Hours  Weekly  133 

Percent  Negro-Appeal  Programing 100 

Negro  appeal  program  types  Hrs.  wk. 

News   22 

Sports    10 

Music    75 

Religion    26 

Manager  Joseph  R.  Fife 

Representative  Bernard  Howard 


Tyler 


Houston 

KCOH  1430  kc  1  kw 

Total  Broadcast  Hours  Weekly 107 

Percent  Negro-Appeal  Programing  100 


KZEY  690  kc  250  w 

Total  Broadcast  Hours  Weekly 86 

Percent  Negro-Appeal  Programing 100 

Negro-appeal  program  types  Hrs.  wk. 

News  8 

Sports    1 

Music    50 

Religion     25 

Pub.   Service    2 

Manager  W.  L.  Whitworth 

Representatives  Bob   Dore,   Dora-Clayton, 

Harlan  Oakes 


NEW  KCOH  BUILDING  MEANS  MORE  WAYS 
TO  SELL  HOUSTON'S  NEGRO  MARKET! 

The  new  KCOH  building  is  impressive  evidence  of  support 
and  acceptance  by  the  Negro  community  in  Houston  .  .  .  from 
its  gleaming  new  Gold  Room,  which  will  seat  300  people  for 
sampling  sponsor  products  to  the  fabulous  "Looking  Glass 
Studio"  .  .  .  the  new  building  emphasizes  KCOH's  leadership 
in  the  Negro  community. 


National  Representatives 

SAVALLI-GATES 


KCOH 


■j.Kr-Etw 


KCOH  5011  ALMEDA, 
HOUSTON  4,  TEXAS 
AREA  713— JA.  2-1001 


No.l 
W(l  TWO 

0  _ 

ONE 


24  Hours 
A  Day 


"ROCKET 


RADIO" 

'Source— Metropolitan  Negro  Pulse.  Sept.  1962 
reaching: 

the  NINTH  HEAVIEST 
CONCENTRATION  of 
NEGROES  in  the 
COUNTRY  .  .  .  plus 

FORT  BENNING 

the  World's  largest  Infantry  Center 

with: 

*  TOP  PERSONALITIES 

*  8  Remotes  each  week 

*  TOP  WOMAN'S  SHOW 

*  ROCKET   NEWS   Capsules 

*  Consistent  and  HEAVY 
PROMOTION  to 

reach  236,000  listeners. 

Phil  Meltzer,  President 

WOKS 

P.  O.   BOX   1998 
COLUMBUS,   GEORGIA 

BERNARD  HOWARD  &  CO.,  Inc 
NATIONAL  REPRESENTATIVE 


BARNEY  OCHS  &  CO.,  Inc. 
Atlanta,  Ga.(  Regional  Representative 

SPONSOR    26     M  CUffl     1 


961 1 


*^^  -  -  •  -i 

__ 

Gospel  singing  contest 

k  (1'iitivt   st.m«-il  l>\    k/l  ">      I"ylei     rexas,  asking   listeners  to  vot<    l<>i    theii 

■    i  onpli  il  with  i  in  Ik  i  .it  inn  label,  brought   100,000  <  >..k  I  arm  labels  and 

\  \l        K/l  'i      mi-    amid    the    returns    from    the    r.i« ) n >    station    dialers 

■■MHMIMMMMI  IMIIII  IIIIIIIIMBdWIIUMIilHIIIHIMllllMMnByyilllllli  i.  lilHIIu.ii.JillilllllllUilllUinilll^yillllllllUillM^:!,; 

VIRGINIA                                                                   Religion  6'2 

Pub   Service  19'; 

NEGRO  POPULATION                      816.258               Misc  10^ 

WHITE  POPULATION                    3.142.433         Manager  wm.am  L   Eure.  Jr 

Representative  Continental 

Chase  City 


WMEK                  980  kc  500  i 

Total  Broadcast  Hours  Weekly  98 

Percent  Negro  Appeal  Programing  30 

Negro  appeal  program  types  Hrs  wk 

News                                 j 

Music  .22 

Religion  3 

Pub   Service  ...   1 

Manager                             Arthur  A.  Moran.  Jr. 


Petersburg 


Danville 

.VILA                  1580  kc  1  kw 

Total  Broadcast  Hours  Weekly  72 

'ercent  Negro  Appeal  Programing  1 00 

Negro  appeal  program  types  Hrs.  wk 

News  13 

Sports  : 

Music  37 

Rehgor  .20 

Onager                                    George  J.  Lund 

representative                          Bernard  Howard 


WSSV       1240  kc       1  kw  (d).  250  w  (n) 

Total  Broadcast  Hours  Weekly  124 

Percent  Negro  Appeal  Programing  25 

Negro  appeal  program  types  Hrs  wk 

Music  .26 

Religion  3 

Pub   Service  \ 

Misc  I 

Manager  R    A    Beane 

Representative  SavaMi  Gates 


Norfolk 

VRAP        850  kc        5  kw  (d).  1  kw  (n) 

otal  Broadcast  Hours  Weekly  130 

'ertent  Negro  Appeal  Programing  100 

Negro  appeal  program  types  Hrs  wk 

News  .    .     9 

Music  84 12 


Richmond 

WANT                  990  kc 

1  kw 

Total  Broadcast  Hours 

Weekly 

98 

Percent  Negro  Appeal 

Programin 

I                100 

Negro  appeal  program  types 

Hrs  wk 

News 

10 

Music    . 

Religion 

Manager 

Roger  Coty 

Representative 

United. 

Dora-Clayton. 
Robert  W.ttiz 

WASHINGTON 

Seattle 

KZAMFM  92  b  nc 

Total  Hours  Broadcast  Meekly 
Percent   Negro  Appeal  Programing 

Negro  appeal  program  types 

News 

Sports 

Music 

Religion 

Pub   Service 

Misc 
Manager 


17.500  w 
16? 

ro 

Hi:    «| 
8 
6 

74 

16 
Danny  Dever 


WISCONSIN 

NEGRO   POPULATION 
WHITE  POPULATION 

Milwaukee 

WAWA  1590  kc 

Total  Broadcast  Hours  Weekly 
Percent  Negro  Appeal  Programing 

Negro  appeal  program  types 

News 

Music 

Religion 

Pub    Service 
Manager 
Representative 


92.977 
3.690.027 


1  kw 

100 

50 

Hrs  wk 

1 

44 

1 


N    K    Searles 
Bernard  Howard 


NEfiRO  POPULATION  48,738 

WHITE  POPULATION  2.804,476 


WANT  RADIO 


is  a  solid 


FIRST  IN 

NEGRO 

AUDIENCE 


in 


RICHMOND,  VA. 

42°o    city   of 

Richmond    is   Negro 

(1960   Census). 

WANT 

513    E      Main    Street,    Richmond      Va 
Milton     3-8368 

A    D»>l'On    of    Um'rnd    Sroadcai'ing    Co 

Rcprric«fi-d    nor.snollv     by 

NO*   YORK     Bob  WiM.j     420  Mod. ion   A.c 

ATLANTA       Dora  Clayton     Agmo       Inc 


P0NS0R    L'ri    u  «.i  m     1963 


w 


STILL  THE  MOST 
IMPORTANT 
COMPUTER  IN 
THE  BUSINESS 

This  compact  data  processing  system  is  located  in  the  back  of  the  buyer's  mind.  It 
prevents  buying  disasters,  encourages  buying  triumphs.  Output:  Cheering  go- 
aheads,  damping  danger  signals,  memorable  advertisements,  noteworthy  call-letters, 
unusual  techniques,  good  ideas.  On  what  does  this  stream  of  consciousness  feed? 
On  SPONSOR,  notably— all  broadcast,  all  buying.  SPONSOR  programs  the  necessary 
news;  thoughtfully  probes  for  meaning;  perceptively  reports  trends,  up,  down,  on, 
off.  And  the  more  important  non-human  computers  become— the  more  our  human 
friends  will  be  relying  on  SPONSOR,  the  broadcast  idea  weekly  that  brings  to  the 
moment  of  decision  many  messages  (including  station  advertising).  555  Fifth 
Avenue,  New  York  17.   Telephone:  212  MUrrayhill  7-8080 


40 


SPONSOR   26    u  (.i  -i    196 


Other  Negro-appeal  radio  stations 


( /.ess  than  25*  <  oj  tchedul 

ALABAMA 

Auburn 

WAUD        1230  kc       1  kw  (d),  250  w  (n) 

Total  Broadcast  Hours  Weekly  128 

Percent  Negro  Appeal   Programing  15 

Negro  appeal  program  types  Hrs  wk 

News  Various 

Sports    Various 

Music  .12 

Religion  Various 

Pub.  Service  1 

Manager                                     Elmer  G    Salter 


Clanton 

WKLF  980  kc  1   kw 

WKLFFM  1009  mc  370  N 

Total  Broadcast  Hours  Weekly  112 

Percent  Negro  Appeal  Programing  196 

Negro  appeal  program  types  Hrs.  wk 

Music  9 

Religion    8 

Pub.  Service  ....  1 

Misc  -1 

Manager  James  H.  Dennis 

Representative  Continental 


lothan 

)F  560  kc  5  kw 

Total  Broadcast  Hours  Weekly  95 

ercent  Negro  Appeal  Broadcasting  15 

Negro  appeal  program  types  Hrs.wk 

News   M 

Music    10 

Religion     234 

inager  Mrs.  Agnes  Dowling  Simpson 

Representatives  Thomas  F.  Clark. 

James  S.  Ayers.  Harlan  G   Oakes 


)la 


JLA  1240  kc  250  w 

otal  Broadcast  Hours  Weekly  123 

ercent  Negro  Appeal  Programing  18 

Negro  appeal  program  types  Hrs.  wk. 

News  

Music  23 

Religion 

iter  Martin  J    Uantv 

epresentative  Keystone 

P0NS0R    26    \i  t.i  M     I'" 


Fort  Payne 

WZ0B                 1250  kc  1  kw 

Total  Broadcast  Hours  Weekly  98 

Percent  Negro  Appeal  Programing  7 

Negro  appeal  program  types  Hrs.wk 

Music  5 

Religion  2 

Manager                                  Glenn  M   Grav.tt 

Representative  Keystone 


Selma 

WGWC       1340  kc       1  kw  (d),  250  w  (n) 

Total  Broadcast  Hours  Weekly  130 

Percent  Negro-Appeal  Programing  7 

Negro  appeal  program  types  Hrs.wk. 

Sports   .  :  i 

Music    7U 

Religion     Vz 

Manager  Robert  J.  Martin 

Representatives         Hal   Holman.   Dora  Clayton 


ARKANSAS 


Pine  Bluff 


KPBA  1590  kc 

Total  Broadcast  Hours  Weekly 


1  kw 

90 

Percent  Negro  Appeal   Programing  10 

Negro  appeal  program  types  Hrs.wk. 

News 1 

Religion     8 

Manager  Howard  M    Peters 

Representative  Gene  Bolles 


FLORIDA 
Fort  Pierce 

WARN  1330  kc 

WARN  FM  98.7  kc 

Total   Broadcast  Hours  Weekly 
Percent   Negro  Appeal   Programing 

Negro  appeal  program  types 

Music 

Religion 
Manager 
Representative 


1   kw 
1300  w 
128 

11  9 
Hrs  wk 

12 
3 


Charles  C    Castle 
Prestige 


Ocala 

WM0P  900  kc 

Total  Broadcast  Hours  Weekly 
Percent   Negro  Appeal   Programing 


1  kw 
98 
10 


Negro  appeal  program  types 

News 

Music 

Religion 
Manager 


In  -■ 

l 

...8 

1 
James  Kirk 


Quincy 

WCNH  1230  kc 

Total  Broadcast  Hours  Weekly 
Percent   Negro  Appeal   Programing 

Negro  appeal  program  types 

News 

Music 

Religion 
Manager 
Representative  George 


1   kw 

118 

20 

Hrs  wk 

1 

21 

1 

Dave  Drew 

T    Hopewell 


Sanford 

WTRR       1400  kc        1  kw  (d),  250  w  (n) 

Total  Broadcast  Hours  Weekly  111 

Percent   Negro  Appeal   Programing  6 

Negro  appeal  program  types  Hrs  wk 

Music  6>z 

Pub   Service 

Manager  Myron  A.  Reck 

Representative  Hal  Walton 


West  Palm  Beach 

WIRK        1290  kc        5  kw  (d),  1   kw  (n) 

Total  Broadcast  Hours  Weekly  125 

Percent  Negro  Appeal  Programing  11  6 

Negro  appeal  program  types  Hrs  •» 

Music  12 
Religion 

Manager                             Joseph  S    Field.  Jr. 

Representative  Masia 


GEORGIA 
Americus 

WOEC                   1290  kc  1  kw 

Total    Broadcast   Hours   Weekly  86 

Percent    Negro-Appeal    Programing  15 

Negro  appeal  program  types  Hrs  wk 

News 

Music 

Religion  3   5  6 

Pub   Service 

Manager                                Charles  C    Smith 
Representatives           Indie  Sales.  Dora-Clayton 


41 


Athens 

WDOL  1470  kc  1  kw 

WDOL-FM  104.7  mc  3920  w 

Total  Broadcast  Hours  Weekly 90 

Percent  Negro-Appeal  Programing 17 

Negro-appeal  program  types  Hrs.  wk. 

News   IV2 

Music    IOV2 

Religion  IV2 

Pub.  Service  IV2 

Manager  Frank  Harmon 

Representatives    Thomas  F.  Clark,  C.  K.  Beaver 


Baxley 


WHAB  1260  kc  5  kw 

Total  Broadcast  Hours  Weekly 90 

Percent  Negro-Appeal  Programing 10 

Negro-appeal  program  types  Hrs.  wk. 

Music     6 

Religion    3 

Manager  Farnell  O'Quinn 

Representative  Prestige 


Blakely 


WBBK  1260  kc  1  kw 

Total  Broadcast  Hours  Weekly 90 

Percent  Negro-Appeal  Programing 23 

Negro-appeal  program  types  Hrs.  wk. 

News   2 

Sports   1 

Music    12 

Pub.  Service  5 

Manager  Wayne  R.  Foster 

Representative  Keystone 


Brunswick 

WMOG  1490  kc  250  w 

Total  Broadcast  Hours  Weekly 140 

Percent  Negro-Appeal  Programing 8 

Negro  appeal  program  types  Hrs.  wk. 

News   1 

Music    4V2 

Religion     4 

Pub.  Service  IV2 

Manager  George  K.  Wolfes 

Representative  Alien   Woodall 


La  Grange 

WLAG       1240  kc       1  kw  (d),  250  w  (n) 

Total  Broadcast  Hours  Weekly 126 

Percent  Negro-Appeal  Programing 6 

Negro  appeal  program  types  Hrs.  wk. 

News   1 

Music     5 

Religion  1 

Manager  Edwin  Mullmax 


Madison 

WYTH  1250  kc  1  kw 

Total  Broadcast  Hours  Weekly 98 

Percent  Negro-Appeal  Programing 14 

Negro-appeal  program  types  Hrs.  wk. 

Music     13 

Religion    V2 

Manager  James  Small 


Statesboro 

WWNS       1240  kc       1  kw  (d),  250  w  (n) 

Total  Broadcast  Hours  Weekly 117 

Percent    Negro-Appeal    Programing 15 

Negro-appeal  program  types  Hrs.  wk. 

Music    8V2 

Religion  8V2 

Manager  Donald  McDougald 

Representative  George  Swearingen 


Swainsboro 

WJAT  800  kc  1  kw 

Total  Broadcast  Hours  Weekly 98 

Percent  Negro-Appeal  Programing 20 

Negro-appeal  program  types  Hrs.  wk. 

News   V2 

Music    19 

Religion  Vz 

Manager  John  J.  Bailes 

Representative  Gene  Bolles 


Valdosta 

WG0V       950  kc       5  kw  (d),  1  kw  (11) 

Total   Broadcast  Hours  Weekly 129 

Percent  Negro-Appeal  Programing 10 

Negro-appeal  program  types  Hrs.  wk. 

News   1 

Music    8 

Religion     4 

President  W.  H.  Keller.  Jr. 

Representatives  Bob  Dore.   Dora-Clsyton 


Waycross 

WACL  570  kc  5  kw 

Total  Broadcast  Hours  Weekly 132 

Percent    Negro-Appeal    Programing 8 

Negro-appeal  program  types  Hrs.  wk. 

Music     10 

Manager  James  S.  Rivers,  Jr. 

Representative  Savalli  Gates 


ILLINOIS 
La  Grange 

WTAQ  1300  kc 

Total  Broadcast  Hours  Weekly 


Percent   Negro-Appeal   Programing 1.5 

Negro-appeal  program  types  Hrs.  wk. 

Religion    2 

Manager  Arthur  L.  Schlaman 

Representative  Vic   Piano 


INDIANA 

Gary 

WWCA  1270  kc  1  kw 

Total  Broadcast  Hours  Weekly 120 

Percent  Negro-Appeal  Programing 18 

Negro-appeal  program  types  Hrs.  wk. 

News     1 

Music    18 

Pub.  Service  2V6 

Manager  Dee  0.  Coe 

Representative  Gill-Perna 


KENTUCKY 
Lebanon 

WLBN  1590  kc  1  kw 

Total   Broadcast   Hours  Weekly IOIV2 

Percent  Negro-Appeal  Programing  18 

Negro-appeal  program  types  Hrs.  wk. 

News     2 

Music    11 

Religion     1 

Pub.  Service  2 

Misc 3 

Manager  J.  T.  Whitlock 

Representative  George  T.  Hopewel 


Madisonville 

WTTL  1310  kc  5D0  * 

Total   Broadcast  Hours  Weekly  6- 

Percent  Negro-Appeal  Programing  If 

Negro-appeal  program  types  Hrs.  wk 

News   Vi, 

Music    11 

Religion    2 

Pub.  Service  VSl 

Manager  Vernon  Arnette     a 

Representative  Hal  WaltorW3' 


1  kw 
133 


Middlesboro 

WMIK  5S0  kc  500  1 

Total  Broadcast  Hours  Weekly 9t| 

Percent  Negro-Appeal  Programing  II 

Negro-appeal  program  types  Hrs.  wk 

Music    

Manager  Maurice  K   Henr 

Representative  George  T.  Hopewell 


12 


SPONSOR    26    u  <.i  m 


\%: 


WE  SQUEEZED 
THE  AIR  OUT 
AND  LEFT 
NOTHING 
BUT  AIR  IN 


broadcast  ...  all  buying  ...  all  im- 
rtant.    That's  SPONSOR,  designed  as 

nd  still— a  buyer's  book.  Not  pe- 
ntic.  mind  you.  Not  gossipy.  We  pre- 
it  the  top  of  broadcast  news,  quickly; 
!  meaning  of  the  news,  deeply;  the 
nd  of  the  news,  perceptively;  the  fu- 
e  of  the  news,  daringly.  Do  we  ever 
noy?  Offend?  Disrupt?  Yes.  We  also 
rich  the  buying  mix  in  the  back 
the  buyer's  mind— with  the  stuff  that 

ps    make     the     difference     between 

lering"  and  "buying."  That's  why  the 
r  reads  SPONSOR,  the  broadcast 
weekly  with  the  fat  trimmed  away. 
Fifth   Avenue,   New   York   17,  Tele- 

ne:  212  MUrrayhill  7-8080. 


LOUISIANA 
Lafayette 

KVOL                   1330  kc  1  kw 

Total  Broadcast  Hours  Weekly  135 

Percent   Negro  Appeal  Programing  14 

Negro  appeal  program  types  Hrs  wk 

News  .; 

Music  13 

Pub.  Service  ? 

Manager                                     Evan  H    Hughes 

Representatives  Meeker.  Southeastern 


Lake  Charles 

KAOK        1400  kc        1  kw  (d),  250  w  (n) 
Total  Broadcast  Hours  Weekly  126 

Percent  Negro  Appeal  Programing  16 

Negro  appeal  program  types  Hrs  wk 

News  1 ' : 

Music  16 

Religion  .  2 

Pub.  Service 
Manager  W.  L.  Jackson 

Representative  Bernard  Howard 


Manager 
Representative 


MISSISSIPPI 


Belzom 

WELZ  1460  kc 

Total  Broadcast  Hours  Weekly 
Percent   Negro  Appeal   Programing 

Negro  appeal  program  types 

Music 

Religion 
Manager 


Wesley  B    Tebeau 

G.ll  Perna 


1  kw 

98 

13 
Hi'.    ... 

Jerry  Caddy 


Representative  Breen  &  Ward 


Clarksdale 

WROX  1450  kc 

Total  Broadcast  Hours  Weekly 
Percent    Negro  Appeal    Programing 

Negro  appeal  program  types 

News 


Opelousas 

KSL0        1230  kc        1  kw  (d),  250  w  (n) 

Total  Broadcast  Hours  Weekly  123 

Percent   Negro-Appeal   Programing  8.5 

Negro  appeal  program  types  Hrs  wk 

News   .  .  Va 

Music  934 

Rehgon  Vz 

Manager  Martin  J    Darity 

Representative  Hal  Walton 


250  ■ 
126 
24  5 

Hrs  wk 

24 

1 
Thomas  G   Reardon 
Masla 


MARYLAND 


Baltimore 


Music 

Religion     . .  . 

Pub.  Service 
Manager 
Representative 

Columbus 


WCBI                   550  kc  1   kw 

Total   Broadcast   Hours   Weekly  121% 

Percent   Negro-Appeal   Programing  12 

Negro  appeal  program  types  Hrs  wk 

News 

Music  104 

Religion  31* 

Manager  Robert  Evans 

Representatives                 Masla.  C    K    Beaver 


Greenville 


•VITH 

1230  kc 

1   kw 

WGVM                   1260  kc 

5  kw 

Total  Broadcast 

Hours  Weekly 

168 

Total  Broadcast  Hours  Weekly 

100 

Percent  Negro  Appeal  Programing 

16 

Percent  Negro  Appeal  Programing 

24 

Negro  appeal  program  types 

Hrs.  wk. 

Negro  appeal  program  types 

Hrs  wk 

News 

1% 

Music 

Music 

Religion 

3 

Religion 

3 

Pub    Service 

I 

Manager 

R 

C.   Embry 

Manager                                    Edward 

M    Guss 

Representative 

Select 

Representative 

Oevney 

MICHIGAN 

Macon 

Muskegon 

WMBC                   1400  kc 
Total  Broadcast  Hours  Weekly 
Percent  Negro  Appeal  Programing 

250w 

111 

15 

WMUS 

1090  kc 

1  kw 

Negro  appeal  program  types 

Hrs  «k 

Total  Broadcast 

Hours  Weekly 

70 

News 

Percent  Negro  Appeal  Programing 

7 

Music 

14 

Negro  appeal  program  types 

Hrs  wk 

Religion 

Religion 

-. 

Manager                                 Frederick  A   Davis 

Pub    Service 

5  minute* 

Representative                         George  Hopewell 

)R  26  AUGUST    1963 


West  Point 

WROB  1450  kc  250  w 

Total    Broadcast   Hours  Weekly 114V2 

Percent  Negro-Appeal  Programing 20 

Negro-appeal  program  types  Hrs.  wk. 

News  1 

Music    13 

Religion     7 

Pub.    Service    2 

Manager  John  E.  King,  Jr. 

Reoresentatives  C.  K.  Beaver, 

George  T.  Hopewell 


NEW  JERSEY 


Vineland 

wwbz  1360  kc  1  kw 

Total  Broadcast  Hours  Weekly 126 

Percent   Negro-Appeal   Programing 1.5 

Negro-appeal  program  types  Hrs.  wk. 

Music    2 

Pub.  Service  V* 

Manager  Robert  C.  Crager 

Representative  Gill-Perna 


NEW  MEXICO 
Hobbs      - 

KWEW  1480  kc  5  kw 

Total  Broadcast  Hours  Weekly 128 

Percent  Negro-Appeal  Programing 16 

Negro-appeal  program  types  Hrs.  wk. 

Music    20V2 

Manager  Harry  McAdams 

Representatives  Grant  Webb,  Keystone 


NEW  YORK 


Albany 

WABY  1400  kc  1  kw 

Total   Broadcast   Hours  Weekly 168 

Percent     Negro-Appeal     Programing 8 

Negro-appeal  program  types  Hrs.  wk. 

Music     13 

Religion  1 

Manager  E.  L.  Trudeau 

Representative  McGarren-Guild 


Niagara  Falls 

WJJL  1440  kc  1  kw 

Total   Broadcast   Hours  Weekly 88 

Percent    Negro-Appeal    Programing 1 

Negro-appeal  program  types  Hrs.  wk. 

Music    1 

Hours  Weekly 
Manager  Thomas  W.  Talbot 

Representative  Burn-Smith 


NORTH  CAROLINA 


Burlington 

WBBB  920  kc  5  kw 

Total  Broadcast  Hours  Weekly 75 

Percent  Negro-Appeal  Programing 1 1 .5 

Negro-appeal  program  types  Hrs.  wk. 

Music    6 

Religion  1 

Misc.' 1 

Manager  E.  Z.  Jones 

Representative  Thomas  Clark 


Dunn 

WCKB  780  kc  1  kw 

Total  Broadcast  Hours  Weekly 90 

Percent    Negro-Appeal    Programing 8 

Negro-appeal  program  types  Hrs.  wk. 

Music    7 

Manager  A.  Lincoln  Faulk 


Farmville 


WFAG  1250  kc  500  w 

Total  Broadcast  Hours  Weekly 98 

Percent  Negro-Appeal  Programing 8 

Negro-appeal  program  types  Hrs.  wk. 

News   3 

Music    3% 

Religion  IV* 

Managers  Carl  V.  Venters,  Jr.  and 

H.  Cloid  Wade,  Jr. 

Representative  George  W.  Hopewell 


Greensboro 

WGBG       1400  kc       1  kw  (d),  250  w  (n) 

Total  Broadcast  Hours  Weekly 137 

Percent  Negro-Appeal  Programing 11 

Negro-appeal  program  types  Hrs.  wk. 

News   2 

Music 12 

Religion  1 

Manager  Ralph  M.  Lambeth 

Representative  Burn-Smith 


Kinston 

WELS  1010  kc  1  kw 

Total  Broadcast  Hours  Weekly 84 

Percent  Negro-Appeal  Programing 12 

Negro  appeal  program  types  Hrs.  wk. 

Music    8 

Religion  2 

Manager  Jack  P.  Hankins 

Representative  Bogner  &  Martin. 

Whitehead  Assoc. 


Raleigh 

WRAL  1260  kc  1  kw 

Total  Broadcast  Hours  Weekly 131' 

Percent  Negro-Appeal  Programing 7 

Negro-appeal  program  types  Hrs.  w 

Sports    

Music    

Pub.  Service  

Manager  Tom  Tuck 

Representative  H- 


Rocky  Mount 


1  k* 


WCEC  810  kc 

Total  Broadcast  Hours  Weekly 

Percent  Negro-Appeal  Programing  . 

Negro-appeal  program  types  Hrs.  wl 

News   

Music    7 

Religion  5 

Manager  Mel  Warnr 

Representative  Savaili  Gate 


Shelby 


WADA  1390  kc  500 

Total  Broadcast  Hours  Weekly S 

Percent  Negro-Appeal  Programing 1 

Negro-appeal  program  types  Hrs.  w 

Music    

Religion  

Manager  Boyce  J.  Ham 

Representative  Grant  Weti 


Wilson 

WGTM  590  kc 

Total  Broadcast  Hours  Weekly 121' 

Percent  Negro-Appeal  Programing  20 

Negro-appeal  program  types  Hrs.  * 

News  

Music    

Religion  

Pub.  Service  

Manager  Penn  T.  Watson, 

Representatives  Clarke  Brown  (Sout 

T.  N.  Spot  Sal 

WVOT       1420  kc       1  kw  (d),  500  w  ( 
WVOT-FM  106.1  mc  23.5  ► 

Total  Broadcast  Hours  Weekly 1i 

Percent  Negro-Appeal  Programing 1 

Negro  appeal  program  types  Hrs.  1* 

News   

Sports    

Music    

Religion  

Pub.  Service  

Misc 

Manager  Harry  W.  SeverarJ 

Representative  Devr 


II 


SPONSOR   26    vrcrsT 


J 


THE  ONLY  PART  OF 
SPONSOR  THAT'S 
NOT  ABOUT 
BUYING! -v 


1 


buying.   All  broadcast  buying.   That's 

ONSOR,  from   stem   to   stern,   master 

an  editorial  policy  which  bars  every- 

ig    else.     What    does    the    editorial 

cy    let    m?     The    urgent    top-of-the- 

'S;    the    deep    significance    thereof; 

ids  up  or  down  which  buyers  should 

climbing   on   or   jumping   off   of;    in- 

ve  views  of  the  future.   Result:  Vital. 

■paced    enrichment    of    the    buying 

.  that  reservoir  of  turmoil  and  turn- 

Itr  in  back  of  the   buyer's   mind   into 

*ch  he  stirs  fresh  numbers  and  avails 

tcome  up  with  the  best  possible  buy. 

N  waste  for  buyers   in   SPONSOR,  the 

bidcast  idea  weekly  that  is  all-meat 

'<  advertisers,   too.   555    Fifth    Avenue, 

N<  York  17.   Telephone:  212  Murrayhill 


OHIO 
Youngstown 

WBBW  1240  kc 

YVBBM  FM  93  3  mc 

Total    Broadcast    Hours   Weekly 
Percent   Negro  Appeal   Programing 

Metro  appeal  program  types 

Religion 


President 
Representative 


John 


1  kw 

17500  w 

137 

1 

Hrs  wk 

LM 

Cherpack,  Jr. 

Weed  Radio 


OKLAHOMA 
Muskogee 

KBIX  1490  kc  250  w 

Total  Broadcast  Hours  Weekly       126 

Percent  Negro  Appeal   Programing  5 

Negro  appeal  program  types  Hrs.  wk. 

Music     .  5 

Pub.  Service  1 

Manager  Tarns  Bixby  III 

Representative  George  T.  Hopewell 


Sano  Springs 

KTOW  1340  kc  250  w 

Total    Broadcast   Hours   Weekly 119 

Percent  Negro  Appeal  Programing 20 

Negro  appeal  program  types  Hrs.  wk 

News   .  21 2 

Music    20 

Religion  .1 

Manager  Larry  Eck 


SOUTH  CAROLINA 
Greenville 

WESC                  660  kc  10  kw 

Total   Broadcast   Hours   Weekly  84 

Percent   Negro  Appeal   Programing  20 

Manager                                 John  Y.  Davenport 

Representative  Boiling 


Greenwood 

WGSW                 1350  kc  1  kw 

Total  Broadcast  Hours  Weekly  98 

Percent    Negro-Appeal    Programing  10 

Negro  appeal  program  types  Hrs  wk 

Music  5 

Religion  5 

Manager                             George  B.  Cook.  Jr 

Representative  Indie  Sales 


Lake  City 


WJOT                   1260  kc  1  kw 

Total  Broadcast  Hours  Weekly  15 

Percent   Negro-Appeal   Programing  1 

Negro  appeal  program  types  In  •' 

Music  1 

Manager  Hub  Terrj 


Mullins 

WJAY                   1280  kc  5  kw 

Total  Broadcast  Hours  Weekly  85 

Percent   Negro  Appeal   Programing  12 

Negro  appeal  program  types  Hrs  wk 

Music  9 

Religion  1 

Manager                                  James  F.  Ramsey 

Representative    C   K.  Beaver,  Tobacco  Network 


Orangeburg 

WDIX       1150  kc       5  kw  d  .  500  w  (n) 
Total  Broadcast  Hours  Weekly  129 

Percent    Negro  Appeal    Programing  .   10 

Negro  appeal  program  types  Hrs.  wk. 

News 

Sports 

Music 

Religion 
Manager  Frederick  A.  Davis 

Representative  George   Hopewell 


St.  George 


WQIZ                  1300  kc  500  w 

Total    Broadcast   Hours   Weekly  98 

Percent     Negro  Appeal     Programing  20 

Negro  appeal  program  types  Hrs  wk 

News 

Music  .15 

Religion  .   3 

Pub    Service 
Manager  Clarence  Jones 


Sumter 

WSSC  1340  kc  1  kw  (d),  250  w  (n) 
Total    Broadcast    Hours    Weekly  162 

Percent   Negro-Appeal   Programing  18 

Negro  appeal  program  types  Hrs   .■ 

Music 

Religion  10^ 

Manager  Edward  Damron 

Representative  Thomas  F 


TENNESSEE 
Clarksville 

YVJZM  1400  kc 

Total  Broadcast  Hours  Weekly 
Percent  Negro  Appeal   Programing 


1   kw 

120 

15 


3NS0R    L'ti    M  (.i  m     l%3 


Negro  appeal  program  types  Hfs.  wk. 

Music    14V2 

Religion    2V2 

Pub.   Service    1 

Manager  John  Bailey 


TEXAS 
Amarillo 

KIXZ  940  kc  5kw 

Total  Broadcast  Hours  Weekly 133 

Percent  Negro-Appeal  Programing 11 

Negro-appeal  program  types  Hrs.  wk. 

News  1 

Sports   1 

Music    6 

Religion  1 

Pub.  Service  1 

Misc 2 

Manager  John  J.  Heethand 

Representative  McGavren-Guild 


Clarksville 

KCAR  1350  kc  500  w 

Total  Broadcast  Hours  Weekly 82 

Percent  Negro-Appeal  Programing 20 

Negro-appeal  program  types  Hrs.  wk. 

News   y2 

Sports   1/2 

Music    14 

Religion     1 

Pub.  Service  1 

Manager  Paul  H.  Daniels 

Representatives        Continental,  Clyde  Melville 


Gonzales 


KCTI  1450  kc  250  w 

Total  Broadcast  Hours  Weekly 103V2 

Percent    Negro-Appeal    Programing 1.7 

Negro-appeal  program  types  Hrs.  wk. 

Music     1% 

Manager  Lawrence  M.  Walshak 


Longview 

KLUE  1280  kc  1  kw 

Total  Broadcast  Hours  Weekly 96 

Percent  Negro-Appeal  Programing 12 

Negro-appeal  program  types  Hrs.  wk. 

News  y2 

Music     8V2 

Religion  1 

Pub.  Service  y2 

Manager  Q.  Lowell  Wolfe 

Representatives  Masla.  Melville.  Beaver 


16 


Marshall 

KMHT  1450  kc  1  kw 

Total  Broadcast  Hours  Weekly 123 

Percent  Negro-Appeal  Programing 10 

Negro-appeal  program  types  Hrs.  wk. 

News  IVi 

Music    9 

Religion     2V2 

Manager  H.  A.  Bridge 

Representatives  Masla,  Melville,  Beaver 


Palestine 

KNET  1450  kc  250  w 

Total  Broadcast  Hours  Weekly 108 

Percent  Negro-Appeal  Programing 1 

Negro-appeal  program  types  Hrs.  wk. 

News   V4 

Music    % 

Religion  Va 

Manager  Allen  E.  Vinson 

Representative  Wells  F.  Bruen 


Pasadena 

KLVL       1480  kc       1  kw  (d),  500  w  (n) 

Total  Broadcast  Hours  Weekly 1 26 

Percent  Negro-Appeal  Programing 15 

Manager  Felix  H.  Morales 

Representatives  National  Time   Sales. 

Harlan  G.  Oakes,  Don  R.  Pickens, 

Bernard  I.  Ochs 


San  Antonio 

KCOR       1350  kc       5  kw  (d),  1  kw  (n) 

Total  Broadcast  Hours  Weekly 132 

Percent  Negro-Appeal  Programing 15 

Negro-appeal  program  types  Hrs.  wk. 

News   1 

Music    15 

Religion     1 

Pub.  Service   2 

Manager  Nathan  Safir 

Representative  Savalli  Gates 


VIRGINIA 
Lynchburg 

WBRG  1050  kc  1  kw 

Total  Broadcast  Hours  Weekly   98 

Percent  Negro-Appeal  Programing 10 

Manager  Thomas  L.  Buckley 

Representative  Thomas  F.  Clark 


Martinsville 

WHEE  1370  kc  5  kw 

Total  Broadcast  Hours  Weekly 90 

Percent  Negro  Appeal  Programing 9 

Managers  C.  F.  Adams.  T.  W.  Patterson 


-q>  j  I  i 

^    1  ll 

v-    -"   =  .<- 

V  K  * 

u 

--  J<  s 

- 

^ 

0 

% 

1 

No  knock  at  mail  (we  use  it  ourselves), 
nor  at  reps  (our  best  recommenders). 
But  it's  a  fact  that  moved,  new,  pro- 
moted, name-changed  buyers,  take  a 
while  catching  up  to.  Not  for  SPONSOR. 
Buyers  make  sure  SPONSOR  catches  up, 
because  of  the  way  SPONSOR  keeps 
them  ahead,  keeps  their  buying  mix  rich 
and  current— with  the  top  of  the  news, 
fast.  The  meaning  of  the  news,  deep. 
The  trends,  perceptively.  They  may  not 
notify  stations  or  reps  of  personal 
changes,  but  they  do  notify  SPONSOR, 
the  idea  weekly  of  broadcast  buying 
that  gets  through  better  than  anybod) 
(except  the  rep).  555  Fifth  Avenue,  New 
York  17,  212   MUrrayhill  7-8080. 


SPONSOR    26    u  «.i  -1    1'" 


ETWEEN  THESE  COVERS  YOU 
AVE  SHOPPED  THE  MARKET. 

OW  LET'S  FACE  THE  FACTS! 


•  Only  one  full-time  ALL  NEGRO  per- 
sonality radio  station  in  the  entire  Chicago- 
and  area. 

CONTINUITY  ...  24  hours  every  day  ...  7 

days  a  week 

•  Instant  Radio  .  .  . 

•  Stronger  Hooper  ratings 

•  Merchandise  plan  that  creates  sales 

The  station  that  sends  Negroes  to  the  stores 

We  tell  em . . .  you  sell  em! 


§ 

m 
0 

rf 
# 

<    9 


•      0 
t 


C^ 


0<*' 


1450  ON  YOUR 
RADIO    DIAL 


60  DORE 

M*l  Representative— NYC 


DORA-CLAYTON    AGENCY 
Southern  Representative 


BERNARD    HOWARD    &    CO 
U    S      eicept  NYC  and  South 


INC 


or  call 

LLOYD  WEBB 
CoflMMroa/  Manoqtr 
112  147  2600 


What  does  WAAF  do  for 
National  Advertisers? 


WAAF 

RADIO     CHICAGO«950    KC 


CHICAGO'S 

NEGRO 
MARKET 


In  early  1922.  WAAF  hit  the  airwave  J 
hecome  Chicago's  first  radio  station  and  J 
served  Chicago  ever  since.  Fifteen  years 
WAAF  pioneered  the  Negro  market  witlhe 
hiring  of  its  first  Negro  announcer.  Tcijj 
the  WAAF  staff,  hoth  sales  and  talent,  is  H 
interracial  to  more  effectively  sell  the  ir- 
geoning  Chicago  Negro  market  and  has  ne 
an  outstanding  joh. 


Marketing  in  America's  largest  single  b- 
culture  absolutely  demands  that  any  aaa 
tising  and  sales  campaign  he  thoroughly 
tegrated  into  a  puhlic  relations  progra  to- 
gain  full  product  acceptance  It  demanc  aa 
understanding  of.  and  respect  for,  P>^B 
living  and  spending  hahits  and  the  recH 
tion  of  the  legitimate  aspirations  olH 
American  Negro. 

For  full  details  on  VVAAF's  domination  <]■ 
Chicago  Negro  market,  contact  WAAF  pn| 
Mgr.  Thomas  L.  Davis  or  WAAF's  natjfl 
representatives,  the  Boiling  Co. 


Between  1950  and  1960.  the  Negro  populfl 
of  the  city  of  Chicago  outgrew  the  <l 
total  population  of  cities  like  Boston! 
Louis  and  Milwaukee.  In  addition,  rrl 
class  households  jumped  from  one  in  I 
one  in  three.  Moreover,  middle  class  ocM 
tional  status  more  than  douhled.* 

Chicago  Commission  on  Human  HeH 

An  ethnic  market  of  this  size  simply  c  ■ 
l>e  ignored  or  merely  lumped  generally  \fl 
promotion  campaign  geared  to  the  g(B 
market.  In  many  areas.  Negro  huying  11 
are  radically  different  from  those  oH 
general  market. 


Orer  the  years  WAAF  has  developed  a  u  < 
understanding  of  the  ^cpro  Markets. 


WAAF'S     STAFF     OF     AIR-TO-STORE     SALESMEN 


MARTY  DADDYO 

FAYE  DAYUE 


NORM 
SPAULDING 


WAAF  -  Radio  Chicago  »M  on 

221  North  La  Sail*  Stroot.  Chicago 
RAndolph  &-1932     Con.  Mgr.  The 


Ropro«ontod  Nationally 
In   14   major   cltlot    by: 


bbllfrl 


II 


SPONSOR 

THE  WEEKLY  MAGAZINE  RADIO/TV  ADVERTISERS  USE 


NEW  PRODUCTS  WILL 
BRING  NEW  SSS  FOR 
ADVERTISING 


p.  28 


2  SEPTEMBER  1963    40c  a  copy       $8 


UHF  to  create  new 
major  market  nets 
says  Weaver    p.  31 


'lling  shaving  cream?  Use  Spot  Radio  in  the  early 
jrning  and  reach  him  while  he's  lathering  up.  Sell  him 
'II  and  he's  your  customer.  Put  Spot  Radio  to  work 
your  brand  on  these  outstanding  stations. 


IB 

»R 


Albuquerque  WTAR  Norfolk  Newport  News 

Atlanta  KFAB  Omaha 

Buffalo  KPOJ  Portland 

Chicago  WRNL  Richmond 

Cincinnati  WROC  Rochester 

Cleveland  KCRA  Sacramento 

DallasFt    Worth  ^^  s„t  Lake  &ty 

Denver  WOA|  San  Ant0nio 

Duluth  Superior  KFMB  San  D.ego 

Houston  KYA  San  Francisco 

Kansas  Cty  KMA  Shenandoah 

Little  Rock  KREM  Spokane 

Miami  WGTO  Tampa  Lakeland  Orlando 

Minneapolis  St    Paul  KVOO  Tulsa 

itain  Network  Radlo  New  York  Worldwide 

RADIO    DIVISION 


:dward   petry  &    co..  inc 


TMl    ORIGINAL    STATIO 


N     BtP»ISINT»n»t 


"»*     •      CHICAGO      •      ATLANTA      .       BOSTON      •       DALLAS 
T    •      LOS  ANGELES     •      SAN    FRANCISCO     •      ST     LOUIS 


VZvTd     «3n3J3>.DOb 

yLZ    rib    -    - 

A  Of     T     o?      j 
'      '-01     fcfo     9T60 


?-    ***. 


VETERAN  PATTY  BERG,  one  of  golf's  all-time  greats  and  a 
member  of  the  Wilson  Advisory  Staff,  is  framed  by  WSB-TV's 
famous  White  Columns.  Miss  Berg  and  WSB-TV  have  a  lot  in 
common— they're  experienced  champions  and  are  still  winning! 


WSBTU 

Channel  2  Atlanta 


NBC  affiliate.  Associated  with  WSOC  AM  FM  TV,  Charlotte;  WHIO  AMFMTV,   Dayton;   WIOD  AMFM,   Miami. 


fl-viw'MjyiiH'11*11™ 


6-COUNTY  PULSE  REPORT 

KALAMAZOO  RETAIL  TRADING  AREA  — SEPTEMBER,  1962 
SHARE    OF    AUDIENCE  — MONDAY. FRIDAY 

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

WKZO 

Station  "B" 

Station  "C" 

30 
27 
40 

19 

18 
17 

5 
6 
X 

#2                   tinst  it  are  I5i  753                    J. 

1 


RADIO  0 

WKZO    KALAMAZOO-BATTLE  CREEK 
WJEF    GRAND  RAPIDS 
mm    GRAND  RAPIDS-KALAMAZOO 
WWTVFM    CADILLAC 

TELEVISION 

WKZO-TV    GRAND  RAPIDS  KALAMAZOO 
WWTW  CADILLAC-TRAVERSE  CITY 

/WWUP-TV    SAULT  STE    MARIE 
KOLN-TV/ LINCOLN.  NEBRASKA 

/KSIN-TV    GRAND  ISLAND.  NEB. 


BUT...  WKZO  Radio  Takes  Every  Trick  in 
Kalamazoo  and  Greater  Western  Michigan! 

All  honors  in  Greater  Western  Michigan:     \<  s  '61 
tallies  WKZO  Radio's  circulation  with  trumpii  . 
radio  rival  in  the  ■  than  .ill  otl 

Ka.  stations  combined ' 

Almost  .i  perfei  I  hand :    I  tint}  Pula 

shows  \\  K/<  '  Radio  out  ill  others  it 

(iu.inci-ln.ur--  surveyed,  and  grand-slamminf 
surveyed  both  in  total  listening  and  adult  lis 

Not  penny-a-point  stuff,  either:    S         M 

predicted  that  Kalamazoo  alone  will  outgrow  all  othei  i    S 

cities  in  personal  iricome  and  retail  sales  between  V 

and  l'" 

T.ilk  con  trad  soon  with  your  A\  1 1  \  -KihnIcI  m 


WKZO 

CBS    RADIO    FOR    KALAMAZOO 
AND   GREATER   WESTERN   MICHIGAN 

Attr y-K node/.  Inc.,  ficfwiio  Notiono/  *»P'»i#nt<jli»  el 


SPONSOR    J    SFPT,  mbfr 


1.  Los  Angeles  metropolitan 
area  Spanish-speaking  pop- 
ulation: 

900,000  plus 

• 

2.  Average  yearly  income: 
$800,000,000 

• 

3.  For  automotive  products: 
$72,540,000  annually 

• 

4.  For  food  products: 
$434,700,000  annually 

YOU  CAN  HAVE  YOUR  SHARE! 

72  National  Advertisers  on 
Spanish-language  KWKW 
reach  approximately  277,880 
Latin-American  homes  per 
week  at  a  CPM  of  $0.72. 
KWKW's  5000  watts  speak  the 
language  convincingly  to  a 
loyal  audience.  KWKW  has  20 
years'  proof  waiting  for  you! 

KWKW 

SOOO  WATTS 

Representatives: 

N.Y.- National  Time  Sales 

S.F.-Theo.  B.Hall 

Chicago -National  Time  Sales 

Los  Angeles-HO  5-6171 


17 
56 


'SPONSOR 


2  SEPTEMBER   1963 


VOL.  17  No.  35 


Key  Stories 

25     ALITALIA  MAKES  A  GIANT-SIZED  FM  BUY 

Italian  airline  to  take  on  sponsorship  of  ABC's 
symphony.  Plans  extensive  merchandising  drive 

28      WHERE  THE  NEW  MONEY'S  COMING  FROM 

Corporate  profits  of  many  leading  companies  today 
come  from  recently-introduced  products,  air-sold 

31      WEAVER  PREDICTS  NEW  WEBS  WITH  UHF  GROWTH 
Concluding  tape-recorded  interview,  he  sees  unlimited 
opportunities  for  performing  and  marketing  talent 

34     GHOUL  BECOMES  GOLDBUG  FOR  LOCAL  ADS 

Cleveland  merchants  hit  cash  payoff  by  inventing 
new  products  named  after  zany  tv  star,  Ghoulardi 

37     ADVERTISING  EXECUTIVE  RAPS  RADIO  RATE  RISE 

Miller  Brewing's  Ball  decries  increases  by  medium 
made  profitable  by  the  support  of  advertisers 

Sponsor-Week 

9  Top  of  the  News  52  Radio  Networks 

45  Advertiser  &  Agencies  52  Tv  Networks 

54  Stations  &  Syndication  59  Representatives 

44  Washington  Week— broadcast  media  news  from  nation's  capital 

Sponsor-Scope 

19       Behind-the-news  reports  and  comments  for  executives 


Departments 

17       Calendar 

43       Commercial  Critique 

16       Data  Digest 


555  Fifth 
Newsmakers 


7  Publisher's  Report 

62  Sponsor  Masthead 

62  Spot-Scope 

38  Timebuyer's  Corner 

61  Viewpoint 


SPONSOR  R  Combined  with  TV,  U.S.  Radio,  US.  FM  B.  I9<  -  SPONSOR  Publications. 
EXECUTIVE,  EDITORIAL,  CIRCULATION,  ADVERTISING  OFFICES:555  Fifth  Ave  ,  New 
York    IOOO  wUrray    Hill    7-8080. 

MIDWEST    OFFICE-   12    N     Michiqan    Ave.     Chicago    11,312-MO    4-1166. 
SOUTHERN    OFFICE:    Box    3042.    Birmingham    12,    Alo.    205-FA    2-6528. 
WESTERN   OFFICE:   601    California   Street,    San   Froncisco  8,   415    YU    1-8913. 
PRINTING  OFFICE:    229  West   28th   St.,    New   York    lOOOI.    N.   Y 

SUBSCRIPTIONS:  US    $8  a  year.  Canada  $9  o  year.  Other  countries  $1  1   a  year.  Single 
Printed  in  USA.   Published  weekly.  Second  class  postage  paid  at  N.Y.C. 


SPONSOR    2    SF.PTl  MUl  K     1963 


ALCquisitives*.  .  .  Ride  Better  in   Cleveland 

Dne  out  of  every  six  households  in  Cleveland  purchased  a  new  car  last  year.That's 
vhy  WJW-TV  is  programmed  for  acquisitives  ...  the  people  with  money  to  buy. 

ACQUISITIVES    WATCH 


*Ac-quis'-i-tive — given  to  desire,  to  buy  and  own. 


m  ussus 

niuidPio 

cumui 
1    j 

NIMJI 

rc,B\ 

HUH 

■ 

iniiir 
vjhk 

>)Rl  R 

HKKUX    1577AU 

■■TNI 

llltUIEE 

r  mrr 

cuhuni 

ilLiNTt 

WAGA-TV 

MM 

IHIIIl 

wjbk-t\' 

SPONSOR 

L!    5EPT1 

Mill  K      1! 

WJW4V 


Dirty  Capitalist 


You  can't  farm  without  dirt.  Ditto  $.  If 
you're  interested  in  becoming  a  corn-raising 
dirty  capitalist,  figure  on  $300  to  $400  per 
acre  for  good  Eastern  Iowa  dirt.  Add  cost  of 
home,  barn  and  other  farm  buildings,  to 
taste.  Major  equipment  will  include  about 
$6,000  for  a  diesel  tractor,  $2,500  to  $5,000 
for  a  combine,  and  at  least  $3,000  for  a 
picker-shcllcr.  Miscellany:  tandem  disk, 
$750;  plow,  $900;  cornstalk  cutter,  $500; 
tv  set,  $140. :: 

Capital  investment  in  the  average  farm  in 
WMTIand  is  around  $45,000.  Many  run 
more  than  $200,000. 

Is  it  worth  it?  Iowa's  173,000  commercial 
farms  annually  produce  $2.2  billion  in  gross 
product,  an  average  of  about  $  1  3,000.  Farm- 
ing is  big  business  in  Iowa. 


So's  business.  Total  personal  income  from 
non-agricultural  activities  in  1961  exceeded 
$4.9  billion. 


*  Sets  in  WMT-TY  coverage  area  at  last  count 
(NCS  '61):  342.360.  Area  includes  60%  of  Iowa's 
population  and  purchasing  power,  and  three  of 
Iowa's  six  largest  population  centers  —  Cedar 
Rapids,  Waterloo  and  Dubuque. 


WMT-TV     •     CBS  Television  for  Eastern 
Iowa,   Cedar   Rapids — Waterloo 

Represented  by  the  Katz  Agency 
Affiliated   with   WMT-AM;   WMT-FM; 
K-WMT,  Fort  Dodge;  WEBC.  Duluth 


SPONSOR    2    SEPT1  MBl  R    1963 


PUBLISHER'S 
REPORT 


One  man's  view  ol 
significant  happenings  in 
broadcast  advertising 


The  President  and  the  broadcasters 

On  .1  1 1 1 u i  ~i l.i \  111  late   Vugusl  I  was  in  (  anada  listening  i"  ho*  the 
HI W .  (the  Canadian  equivalent  of  the  H  <   i  misunderstands  and 
abuses  iln-  <  .in. uli. in  broadcastei . 

\i  .il i  the  same  time  the  President  <>i   the  I  nited  States  was 

lunching  with  I1'  broadcasters.  Mr  warmed  them  with  his  enthusiasm 
tm  the  radio  and  television  media  and  encouraged  them  to  lei  down 
their  hah  in  some  (M)  minutes  ol  good  frank  criticism,  gripes,  and 
suggestions.  He  also  lei  it  be  known  that  he  has  .1  high  regard  foi  E. 
\\  ilium  Henry,  his  new  FCC  Chairman. 

One  conclusion  th.it  can  be  made  without  contradiction:  wherevei 
\ini  go  thru-  are  regulator]  problems. 

Another:  since  this  is  the  first  time  in  histor)  that  broadcasters 
have  been  tendered  .1  \\  hite  House  luncheon,  although  they're  .1  tradi- 
tion with  print  media,  the  President  must  feel  that  .1  bil  <>l  special 
broadcastei  recognition  and  prestige  1-  called  for. 

I'm  glad  the  President  feels  this  way.  It  gives  me  added  confidence 
tli.it  he  isn't  going  to  permit  the  American  system  i>t  free-enterprise 
broadcasting  to  be  maltreated  it  he  has  anything  to  saj  about  it.  \ml 
tli.it  goes  foi  Congress  .1-  well  .1-  foi  the  FCC.  I  hope  that's  uli.it  he 
means. 

\l\  hopes  have  been  high  since  I  had  mj  nun  private  luncheon 
with  Chairman  Henn  earl)  in  Vugusl  and  found  this  earnest,  likeable 
young  111.111  sympathetic  to  m\  lurid  description  ol  the  acute  state  oi 
confusion,  harassment,  and  anguish  shared  b)  man)  broadcasters 
as  the)  go  about  their  dail)  crises.  He  gave  me  the  distinct  impression 
that  he  intends  to  do  something  about  relieving  their  sad  l<>t  .it  the  I  •  ( 
Maybe  when  he  -|>r.ik-  to  the  RTES  in  New  ^  < >  1  k  latei  this  month 
he'll  have  something  to  -.i\  on  this  subject. 

I  \sa-  also  impressed  with  hi~  <>li\ii>u-  respect  and  admiration  t>>i 
\  \l>  President  I  eRo)  Collins.  In  view  ol  the  man)  new  incursions  oi 
11  I  .uul  Congress  into  advertising  .i~|int-  ol  the  broadcast  business 
it  in  1  in  -  to  me  that  .1  summit  session  or  two  between  the  chairman  ol 
tlir  FCC  .mil  the  president  ol  the  \  \l>  ma)  help  us  cut  .1  l-w 
lian  knot-.  The  climate  is  certainl)  iij:ht. 

Maybe  I'm  whistling  in  the  dark,  but  I  think  thin}:-  ma)  atari  look- 
ing up  for  the  broadcaster  and  the  advertiser,  Washington-speaking, 
during  1963-64. 

*  *  t  course.  I'm  known  .1-  the  gullible,  optimistic  t\|>»-.  Hut  anyway, 
herr">  hoping. 


T7-t^c/ 


WPTR 

ALBANY-TROY 

SCHENECTADY 

N  Y 


0 

o_ 


WNYC 

NEW    YORK 
N    Y 


9) 

o 


DIFFERENT? 


In  its  thirty 


EDUCATION 

year  history.  New  York  s  city-owned  Radio 
Station  has  built  a  solid  reputation  ol  in- 
formation and  education  In  our  fifteen 
years  service  to  the  Great  Northeast.  WPTR 
too  has  worked  with,  and  in  behalf  of.  edu- 
cational institutions  far  above  and  beyond 
the  call  of  duty  From  fund-raising  efforts 
for  Educational  Channel  17  to  the  weekly 
training  ground  of  six  hours  for  student 
broadcasters.  WPTR  continues  to  extend 
funds  and  efforts  so  that  Broadcasting  and 
its  vast  service  area  will  be  better  served 
for  it 


QUUTL  _  From  a  faculty  advisor 
of  Schenectady  s  Union  College  Radio  Sta- 
tion. ".  .  .  to  hear  students'  efforts  put  to 
a  practical  use  and  amplified  by  WPTR  s 
50.000  watts  is  indeed  a  thrill  May  we  ex- 
press our  thanks  for  this  continuing  gen- 
erous donation  of  your  program  schedule 

RATINGS  -  Availabilities  don't 
exist  in  the  WPTR  Educational  Block,  but  we 
think  you  might  still  be  interested  in  the 
latest  Hooper  all-day  averages  (July  through 
August.  7  AM  to  • 


WPTR 
28  3°o 


Station  X 
16.9% 


Station  Y 
16  I 


Station  Z 
12  5 


Your  East  man  will  be  happy  to  educate  you 
on  the  vast  37-county  dominance  of  WPTR 


YES:  WPTR 

Albany-Troy-Schenectady 
VP   &   GEN    MGR:    Perry   S.    Samuel* 


robert  e.eastman  *  co.,, 


SPONSOR    2    SEPTEMBER     196  I 


WGAL-TV  cIogs  th&    BIG-sdling  jok> 


MULTI-CITY     TV     MARKET 


This    CHANNEL   8station 

is  more  powerful  than  any  other  station  in 
its  market,  has  more  viewers  in  its  area 
than  all  other  stations  combined.  Hun- 
dreds of  advertisers  rely  on  its  alert  ability 
to  create  business.  So  can  you.  Buy  the 
big-selling  medium.  Advertise  on  WGAL-TV. 

WGAL-TV 

Channel  8 


STEINMAN  STATION    .    Clair  McCollough,  Pres 


Representative:  The  MEEKER  Company,  Inc.*  New  York  •  Chicago  •  Los  Angeles  •  San  Francisco 
8  sponsor  2  -i  i'ii  Mm  k  1969 


'SPONSOR-WEEK 


Top  of  the  news 

in  tv  radio  advertising 

2  SEPTEMBER  1963 


Pauley  fires  back:  \ l'.<  Radio  president 
Robert  R.  Paule)  made  replj  .it  week's  end 
to  Miller  Brewing  ad  directoi  Edward  Ball's 
charges  on  network  radio  rate  increases  (see 
page  37).  While  noting  that  \H<  was  pleas- 
..I  to  have  Millei  as  a  "tenant,"  Paule)  re- 
ported that  \l><  Radio  had  made  man)  im- 
provements in  it-  facilities.  "Since  the  time 
Miller  started  with  us,  ABt  Radio  has  added 
seven  majoi  50,000-watt  stations  in  impor- 
tant markets  across  the  country,  Pauley 
said.  "Additionally,  we  have  affiliated  IT 
new  .iikI  better  radio  stations  and  >7  oi  <»ni 
existing  affiliates  have  improved  theii  facili- 
ties.  Clearance  "I  youi  -how  (Millei  b)  has 
reached  an  .ill  time  high  oi  ()T'  ,  ." 

"We  have  i « >  1 « J  you,"  Paule)  continued, 
"tli.it  ABC  Radio  i-  an  appreciating  value 
.mil  while  these  improvements  are  going  on, 
the)  accrue  to  you  without  cost,  a-  .i  bonus. 
\ll  along,  you've  been  getting  more  and 
more  than  you  originall)  bargained  for.  ABt 
has  been  paying  for  .ill  <>l  these  improve- 
ments, the  advertiser  has  not,  l»ui  the  adver- 
tiser is  going  to,  .it  least  tn  a  degree.  Aftei 
all,  network  radio  is  -till  .i  subsidized  me- 
dium. Advertisers  have  been  buying  .it  be- 
low  cost  l"i  .i  long  time  .md  the  networks 
.ire  now  coming  back  into  their  nun  after 
years  oi  hard  work  and  privation." 

'"I  submit  tli.it  we  ve  earned  the  privileges. 
\\  here  your  analog)  collapses  i-  in  the  si  ite- 
menl  td.it  the  tenant  has  made  tin-  improve- 
ments, worked  tor  them,  foughl  for  them, 
.md  effected  them.  We  have  ever)  reason  to 
believe  that  wh.it  we  have  done  has  been 
in  the  advertisers'  interest."  (  BS  Radio  pres- 
ident Arthur  Hull  Hayes,  .md  William  K.. 
McDaniel,  he. id  of  NBC  Radio,  declined  to 

Comment  on  Ha  1 1  -  remark-. 
Legislation  proposed:   \  hill  to  bar  the  I •'  I 
from  an)  rulemaking  on  length  or  frequency 
oi  broadcast  commercials  was  introduced  on 
Frida)  b)  Rep.  Walter  Rogers  oi  Texas.  The 
authorship  pack-  a  double  wallop,  because 


Rogei  -  i-  i  ha  irman  "l  the  I  louse  '  ommi 
Sulicommittee  on  Communications.  II'    prob- 
able will  i  .ill    tin    heai  inga  on  the  mea  »ure 
,i-  -(.(in  ,i-  possible  aftei   the  Bubcommitlei 
scheduled  hearings  on  broadcast  editorializ- 
ing  which   begin    l!l  September,   legislation 
would  knock  out  tin-  commission  -  proposed 
rulemaking  b)    which  it  hoped  t"  set   up  ef- 
fective  broadcast   advertising  guidelines   b) 
I   January.   Rogers  -aid   imposition   b)    M' 
mI    rules    limiting    commercials    could    have 
drastic  consequences  to  the  economii   vitalit) 
■  it  die  broadcast  industry. 

Kluge  honored:  Metromedia  chairman  John 
\\.    Kluge   ha-   been   selected    Pulse's    1963 

"Man  oi  the  ^  eai . 
Award  will  he  gh en 
.ii    specia I    lun<  heon 
in  New  York,  I  '>  I  I 
4  tober.  Citation  is 

given  c.i.  h  yeai  t" 
individual  who.  in 
opinion  oi  Pulse  and 

I idea  -t   indu  -t  i ) 

panel,  make-  notable 
contribution  t<i  .i<\- 
\  ancemenl  <»t  broad- 
cast industr)  oi  its 
public  usefulness.  Previous  winners  include: 
George  B.  Storer,  Marion  Harper,  Donald 
McGannon,  Dr.  Allen  B.  Im  Mont.  Award  to 
Kluge  i-  in  recognition  oi  his  i  reation  within 
linn  short  years  oi  a  new  force  in  the  broad- 
casting industr)  (Metropolitan  Broadcast 
division  oi  Metromedia),  Pulse  president, 
Dr.  Sydne)  Roslovi  said.  Kluge's  ictivities 
include  real  estate,  a  food  brokerage  firm, 
( rraphii    Arts  Pn  --.  in  addition  to  Metromedia. 

ABC  radio  stations:  Ketchum,  M  u  I  eod  v\ 
Grove  has  been  appointed  agenc)  foi  ABt 
owned  radio  stations,  rwo-yeai  relationship 
with  Daniel  &  Charles  was  terminated  7  \up- 
n-t.  Station-  include  outlet-  m  Y  ^  ..  Pitts- 
burgh, Detroit,  Chicago,  San  Francisco,  I  .   A. 

SPONSOR  WEEK  continues  on  page  10 


KLUGE 


SPONSOR 


M  I'l  I  MUI  K 


'Ii,   , 


'SPONSOR-WEEK 


Top  of  the  news 

in  tv/radio  advertising 

(continued) 


New  Cox  posts:  Marcus  Bartlett,  formerly 
general  manager  at  WSB-TV,  Atlanta,  will 
be  in  charge  of  all  community  antenna  tv 
operations,  newesl  activity  of  the  Cox  organ- 


BARTLETT 


GAITHER 


ization,  and  Frank  Gaither,  formerly  general 
manager,  WSB  Radio,  will  he  in  charge  of 
all  Cox  radio  and  tv  stations,  J.  Leonard 
Reinsch,  executive  director  of  the  Cox  sta- 
tions announced  at  the  weekend.  Also  an- 
nounced were  appointments  of  Don  Elliot 
Heald  as  station  manager  of  WSB-TV,  and 
Elmo  Ellis  as  station  manager,  WSB  Radio. 
In  addition  to  WSB  stations.  Cox  properties 
include:  WHIO  radio  and  tv,  Davton,  Ohio; 
WSOC  radio  and  tv,  Charlotte,  and  WIOD 
radio,  Miami.  Bartlett  joined  WSB  Radio  in 
1930.  while  Gaither  started  at  WSB  in  1946. 
Heald  has  heen  WSB-TV  sales  manager, 
while  Kllis  has  served  as  WSB  radio  program 
manager. 

RAB  agency  drive:  Radio  Advertising  Bu- 
reau has  major  effort  under  \\a\  to  cover  top 
advertising  agencies.  According  to  RAB  sales 
vice  president  Robert  H.  Alter,  drive  has 
three  divisions.  First  are  account-level  pres- 
entations directed  toward  specific  marketing 
and  media  problems  of  individual  accounts. 
Secondly,  agencies  are  being  hit  with  quinlile 
study  and  RAB  radio  tesl  plan  results.  In 
third  part,  "road  show"  is  being  revised, 
with  collection  ot  50  outstanding  radio  com- 
mercials set  up  for  playing  to  agency  creative 
departments. 


P&G  to  buy  Folger:  Procter  &  Gamble  has 
reached  an  agreement  to  acquire  J.  A.  Fol- 
ger, 113-year-old  coffee  marketer.  Agree- 
ment was  signed  by  company  officers,  and  is 
subject  to  approval  of  directors  and  share- 
holders. In  addition  to  extensive  line  of  soaps 
and  cosmetics,  P&G  also  is  a  major  food 
marketer.  In  the  latter  field,  it  has  Duncan 
Hines  cake  mixes  (at  or  near  the  top),  Jif 
and  Big  Top  Peanut  Butter,  Crisco,  and 
Whirl  shortening.  With  the  Folger  acquisi- 
tion, P&G  now  enters  another  food  line.  P&G 
president  Howard  Morgens  said  they  expect 
to  operate  Folger  as  a  separate  subsidiary 
with  Folger  management.  Headquarters 
would  remain  in  Kansas  City  and  San  Fran- 
cisco. 

Maxwell  House  stars:  Fall  tv  commercials 
for  General  Foods'  Instant  Maxwell  House 
will  feature  three  top  stars:  Claudette  Col- 
bert, Edward  G.  Robinson,  and  Barbara  Stan- 
wyck (seen  below).  According  to  GF.  cam- 
paign  will   be   most  extensive   network  pro- 


graming placed  for  anv  instant  or  ground 
coffee  and  begins  thi>  month.  Spots  will 
run  on  1  ()  network  shows  on  ABC  and  CBS 
as  well  a>  heavy  spot  drive  in  major  market-. 
Commercials  cany  theme  "a  coffee  so  much 
richer  in  flavor  that  vou  can  make  it  by  the 
pot."  Benton  &  Bowles  i>  the  agenc\  for  Gen- 
eral Foods. 

SPONSOR-WEEK  continues  on  page  12 


10 


SPONSOR    2    SI  en  miii  k 


Time  Buyers 9  Bonanza 
one-m  in  u  te  a  va  ila  b  Hi  lies 


wmal-tv 


WASH  I NGTON 

Call  Harrington,  Righter  &  Parsons  Inc.  for  1 -minute 

spot  avails  on  more  than  26-hours  of  new  local  programming 

each  week.  (Some  20-sec.  and  10-sec.  avails,  too.) 


NEWS 

6:30-7:30  PM 
MONDAY  THRU  FRIDAY 


Early-evening  1-hour  newscast  re-designed  to  even 
better  present  the  news.  Flexible  format  with 
the  importance  of  news  item  determining  its  position  and  length.  New  format  tailormade  for  participating  sponsors. 


THE    SALES    ACTION    HOUR 

5:30-6:30     PM,     MONDAY     THRU     FRIDAY   Different    show    each    day: 

Cheyenne,  Surfside  6,    Adventures  in  Paradise,  Checkmate,  Maverick 


%.  t  i  £. 


iO 


\s 


'      i 


1ST    RUN    MGM 

NAKED 

DICK    POWELL 

THE 

DIVORCE 

BACHELOR 

30/63    MOVIE 

CITY 

THEATRE 

FUNNY   COMPANY 

COURT 

FATHER 

11:30    PM 

10:30  PM  Thursday 

11:15    PM 

8:00-9:00    AM 

1:30-2:30    PM 

5:00-5:30    PM 

Friday 

11:30  PM  Saturday 

Sunday 

(M-F) 

(M-F) 

(M-F) 

wmal-tv 


Qbc 


The  Evening  Star  Broadcasting  Co.,  Washington,  D  .C. 


SPONSOR   j  s,  ,ii  \ihik    1963 


II 


"SPONSOR-WEEK '  "a***** 


m   (continued) 


Auto  dealer  agency:  Nine  more  Ford  deal- 
ership^ have  appointed  Leon  Shaffer  Golniek 
Advertising,  of  Baltimore,  as  their  agency, 
bringing  to  37  the  number  of  ear  dealership 
clients,  including  Chevrolet,  Rambler,  and 
others  in  addition  to  Ford,  it  has  throughout 
ilie  country.  The  agency  is  now  in  the  process 
of  opening  offices  in  Los  Angeles  and  other 
strategic  cities  to  serve  auto  dealers  from 
Canada  to  Florida  and  from  the  east  to  the 
west  coast.  The  newest  auto  clients  are: 
George  Nutil,  Downtown  Ford,  L.A.;  Red 
McCombs.  Hemphill  McCombs  Ford,  San 
Vntonio;  Abel  Ford  of  Boston;  Cavalier  Ford 
ui  Norfolk;  Summers-Hermann  Ford  of 
Louisville;  Bennett  Motor  Co.  of  Salt  Lake 
City;  Ben  Page  Ford  (Crown  Ford)  of  Nash- 
ville;  Foxworthy  Ford,  Indianapolis;  and  Lit- 
tle Ford  of  Toronto. 

NBC  O  &  O  research:  Establishment  of  re- 
search  department  for  \BC  owned  stations 
.ind  spot  sales  divi- 
sion and  naming  of 
William  Rubens  as 
director  of  the  new 
department  was  an- 
nounced  today.  For- 
mation of  department 
recognizes  increased 
significance  of  re- 
search  for  stations 
and  spot  sales  in  serving  advertisers  and 
agencies,  Raymond  W.  Welpott,  executive 
\.p.  in  charge  of  NBC  owned  stations  and 
spol  sales  division  said.  Rubens  was  former- 
ly manager  of  audience  measurement  at 
NBC. 

Ideal  tv  campaign:  Major  t\  campaign  for 

Ideal  Ton's  Mouse  Trap  Came  begins  this 
week  on  eight  CBS  and  ABC  T\  network 
shows,  plus  spot  t\  on  76  stations  in  43  mar- 
kets. Ideal  plans  for  major  t\  role  were  re- 
ported previously   I  sim>\m>k,  26  August ) . 


RUBENS 


Daytime  rating  boost:  The  Washington 
Freedom  March  proved  to  be  a  shot  in  the 
arm  for  daytime  t\  ratings  last  Wednesday, 
according  to  information  from  A.  C.  Nielsen. 
Average  quarter  hour  rating.  Wednesday, 
Nielsen's  New  York  Audimeter  report 
showed,  was  24.0,  from  9:30  am  to  5  pm.  \ 
week  earlier,  the  figure  was  19.2.  Peak  at 
12:15  pm  was  a  33.9  rating,  compared  with 
21.0  the  same  day  a  week  earlier.  March  was 
covered  extensively  by  radio  and  tv,  networks 
and  stations. 

First  'outsider'  for  STS:  Storer  Television 
Sales  has  been  signed  to  rep  its  first  station 
outside  of  the  Storer  o-o  group — WGHP-TV, 
which  begins  operations  between  15  Septem- 
ber and  1  October,  serving  Winston-Salem. 
Greensboro.  High  Point,  N.  C.  A  prima i\ 
\BC  affiliate,  WGHP-TV  is  headed  by  presi- 
dent-gen. mgr.  James  W.  Coan.  with  E.  A. 
(Buzz)  Hassett  as  asst.  gen.  mgr.  STS  will  rep 
station  nationally,  except  in  its  local  area. 

Peak  color-casting:  WLW-T,  Cincinnati  will 
air  66  bonis  of  color  programing  this  tall, 
a  record  in  tv  history.  The  station  will  color- 
cast 33  hours  per  week,  with  NBC  TV  provid- 
ing the  remaining  31.  Total  does  not  include 
expected  network  and  local  specials.  In  addi- 
tion to  the  continuing  series,  WLW-T  will 
contribute  22  live  originations  and  newly 
purchased  syndicated  programs  and  feature 
films  to  the  upcoming  schedule. 

Newsmakers:  Douglas  E.  Jones,  formerl) 
with  H-R  Representatives,  has  joined  Venard, 
Torbel  \  McConnell  in  New  York  as  a  radio 
account  executive  .  .  .  Dancer-Fitzgerald- 
Sample  has  named  George  Dean.  Parker 
Handy,  and  Peter  McSpadden  vice  presidents 
.  .  .  Richard  Meeder  has  been  named  national 
sales  manager.  W  \\  ^  radio.  Noi  lolk-Ports- 
mouth-Newport    News.    He   joined    station    in 

L956  as  account  executive. 

SPONSOR-WEEK  continues  on  page  45 


IL! 


SPONSOR 


si  I'  I  I   Mill  K 


37 


thoughts 
about 

SPONSOR 


KIRSCH 


"I  particularly  enjoy  your  articles  on 
products  which  have  had  spectacular 
success  in   radio  or  tv." 

M.  Wolff,  Advtg.  Mgr. 
Kirsch  Beverages,  Brooklyn 


3M 


"Find    it   gives   me    good    round-up    of 
common  tv  problems,  solutions." 
Roger  F.  How,  Advtg.  Mgr. 
3  M,  St.   Paul 


FRC&H 


"I     find     SPONSOR     interesting     and 
useful." 

Sandford   C.   Smith,   VP 

Fletcher,  Richards,  Calkins  &  Holden 

New  York 


C-E 


'It's  good.  Keep  up  the  good  work." 

Frank   W.   Townshend,   VP 

Campbell-Ewald,   New   York 


ALCOA 


"I   find  SPONSOR  a   great  source  for 
broadcast  information  and  ideas." 
Howard  M.  Osby,  Mgr.  Adv.  Services 
Aluminum  Co.  of  America,  Pittsburgh 

GUMBINNER 

"Keeps  me  informed  and  up  to  date  in 
the  broadcast  business." 

Hal  Brown,  VP  Acct.  Supervisor 
L.  C.  Gumbinner,  New  York 

KASTOR 

"Like    current    (yellow    page)     news!" 

Ed  Johnstone,  Exec.  VP 

Kastor,  Hilton,  Chesley, 

Clifford  &  Atherton,  New  York 


GREY 


'Fine,  in-depth  publication." 

Hal  Miller,  VP  &  Media  Dir. 
Grey,  New  York 


AYER 


"I  look  forward  to  reading  SPONSOR 
every  week  and  find  it  extremely  help- 
ful in  keeping  up  to  date  on  important 
broadcast  activities." 

Jerry  N.  Jordan,  VP 
N.  W.  Ayer  &  Son,  New  York 

K&E 

"Read  it  cover  to  cover  every  week." 

Joseph   P.   Braun,  VP,  Media 

Kenyon  &  Eckhardt,  New  York 

AMERICAN 
TOBACCO 

"I  find  SPONSOR  interesting,  useful— 
and  informative!" 

A.  R.  Stevens,  Advtg.  Mgr. 
American  Tobacco,  New  York 

BRISTOL-MYERS 

"Very  informative  and  useful." 
John  H.  Tyner,  Dir.  of  Advtg. 
Bristol-Myers,  New  York 


AF-GL 


"I  feel  I  learn  a  great  deal  by  reading 
about  the  experiences  of  others  as  re- 
ported by  your  publication.  It  is  stimu- 
lating and  breeds  new  ideas." 
Robert  G.  Fest,  VP 
Albert  Frank-Guenther  Law 
Philadelphia 


AYER 


"Appreciate   your   broader   base   • 
tures." 

L.  Davis  Jones,  VP 
N.  W.  Ayer,  Philadelphia 


S&H 


"One  of  the  best  publications  covei 
the  broadcast  media  field." 

Henry  Halpern,  VP-Med.  Dir. 
Sudler  &  Hennessey,  New  York 


JEWEL 


"Good  for  broad  and  timely  infor 
tion." 

Joseph  Klinge,  Advt.  &  SPM 
Jewel  Tea,  Melrose  Park,  III. 

AEROSOL 

"I  find  SPONSOR  interesting  and  i 
ful  AND  timely.  Well  written.  Import 
in  reporting  news!" 

Anne  L.  Hall,  Advtg.  Mgr. 
Aerosol  Corp.  of  America,  Bosto 


FIRESTONE 


"I'd  say  SPONSOR  is  almost  a  'ml 
for  anyone  interested  in  broadcasts  jj 
A.  J.  McGiness,  Nat'l  Advtg.  Mg 
Firestone  Tire  &  Rubber 
Akron,  Ohio 

STEFFEN  I 

"SPONSOR  is  always  full  of  'up 
the  minute'  information — trends,  i 
shows,  market  information,  ratings,  • 
many  other  worthwhile  features." 
Ralph  L.  Latimer,  Advtg.  Mgr. 
Steffen  Dairy  Foods,  Wichita 


EVERYBODY'S  TALKING  ABOU 


BBDO 


ly  an   issue  I   don't   clip  two  or 
lee  items  of  interest  not  only  to  my- 
f  but  others  in  the  office." 
Dale  G.   Casto,   VP 
BBDO,   Buffalo 

GENERAL  MILLS 

•think   SPONSOR   is  the  best  maga- 
le  in  its  field." 

Mance    Rose,   Merch.   Mgr. 

General    Mills,    Minneapolis 

MORGAN 

ft<  n    clip    articles    and    send    them 
|  ng  to  clients  —  since  you  uncover 
igs  we'd  never  know. 

John  Morgan,   Pres. 
John   D    Morgan,   Inc.,   Chicago 

MELDRUM 
I  FEWSMITH 

Iks  it  .  .  .  always  has  useful  infor- 

Ralph  Wright,  AE 
'drum    &    Fewsmith,    Inc.,   Cleveland 


BIDDLE 


ie  of   the    only    magazines    I    read 

i  cover  to  cover." 

John  G.  Reinhard,  Res.  Super, 
iddle  Company,  Bloomington,  III. 


PLOETZ 


u  do  a  splendid  job  of  covering 
f*s  new  and  of  interest  in  the  field 
rief,  time-saving  form." 

Lester  H.  Ploetz,  Pres. 

Ploetz,    Inc.,    Chicago 


SPONSOR ! 


WADE 


"I  find  SPONSOR  Interesting  and  use- 
ful ..  .  yes  indeed!" 

Marvin  W.  Harms,  Sr    VP 
Wade  Advertising,   Chicago 

HENDERSON- 
AYER  &  GILLETT 

"A   most  helpful   fool!" 

Mrs.    Joyce   Clark,    Med     Dir. 

Henderson-Ayer    &    Gilletl 

Charlotte,    N.    C. 


RIVAL 


"Your    SPONSOR-SCOPE    commentar- 
ies are  most  helpful." 

Harry  L.  Gadau,  VP  of  Advtg. 
Rival   Packing  Company,  Chicago 

D'ARCY 

"SPONSOR    provides    the    only    ade- 
quate   coverage    of    the    broadcasting 
industry    from    buyer's    point   of   view." 
Richard  K.  Jones,  AE 
D  Arcy   Advertising,   St.    Louis 


MILES 


"It   gets   thoroughly    read    and    routed 

every   week!    Frequently   'clipped 

Harold  J.  Beeby,  Advtg.  Mgr. 

Miles    Laboratories,    Inc. 

Elkhart,    Indiana 

STOCKTON-WEST- 
BURKHART 

"It  is  excellent. 

Richard   Kuck,  Acct.   Dir. 
Stockton-West-Burkhart,    Cincinnati 


Y&R 


SPONSOR  to     keep     n  I 

formed  on  developmer  | 

R.   E.   Whittmg,   VP  Acct     Super. 
Young  &  Rubicam,  Chicago 

FOLGER 

most   intrn-sting  and  informative 
publication." 

B.  F.  Howe,  Advtg.  Mgr. 
J.  A.  Folger  &  Co.,  San  Francisco 

COMPTON 

The  current  picture  of  national  ad- 
vertisers, their  commercials  and  sales 
success   is   most   helpful." 

Lyle  E.  Westcott,  AE 
Compton   Advertising,   Los   Angeles 


K&E 


".    .    .    the    most    current   and   complete 

coverage  of  the  field." 

John  L.  Baldwin,  VP  &  GM 
Kenyon   &   Eckhardt,   Boston 


NL&B 


Look  forward  to  each  issue — infor- 
mative, well  written." 

Edmond  C.   Dollard,  VP 
Needham,  Louis  &   Brorby,  Chicago 

HOEFER,  DlETERICH 

&  Brown 

Without  question,  I  find  SPONSOR 
to  be  the  most  timely,  interesting  and 
helpful  of  all  the  broadcast  media 
business  magazines.  Keep  up  the  good 
work!" 

Wallace  C.  Riddell.  Jr.  VP 

Hoefer,     Dieterich    &     Brown 

San  Francisco 


These  quotes  typify  recent  agency  advertiser  response  to 
SPONSOR'S   vitality,  force  and  energy. 

Look  at  the  company  names.  Look  at  the  names  of  the  top  level 
agency  advertiser  executives.  Look  at  what  they  said.  They're 
obviously  excited  by  SPONSOR.  They  "read"  it.  They  "enjoy"  it. 
They  "get  ideas"  from  it.  They  "clip"  it.  They  "route"  it.  They 
"use"  it.  The  excitement  readers  are  finding  in  SPONSOR  means 
excitement,  visibility,  and  penetrating  power  for  your  selling 
story.  A  new  or  intensified  schedule  in  SPONSOR  will  have  our 
readers  talking  about  you,  too.  And  more  important,  buying  you. 


SPONSOR 


555  Fifth  Ave     New  York  17    N    Y 


ADDRESSES 


hrf<U~*  JUl^'       tt>b  S3*-*  , 

3n-rtL 

>ir-scm 


3?t-fS3tSti  &4L' 


The  company  she  keeps 


Forty  of  the  fifty  largest  U.S.  corporations 
have  a  Charlotte  address.  Not  because  of 
her  beauty.  But  because  Charlotte  is  one 
of  the  largest  commercial  and  distribution 
centers  in  the  Southeast.  There  are  more 
people  within  a  75-mile  radius  of  Charlotte 
than  in  a  corresponding  radius  around 
Atlanta,  Indianapolis,  Kansas  City  or  Min- 
neapolis. The  largest  businesses  in  America 
are  in  Charlotte  to  reach  these  people.  You 
can  reach  them  through  WBT  Radio  Char- 
lotte. For  over  40  years,  WBT  has  had  the 
largest  adult  audience  for  the  37-county 
basic  area  .  .the  audience  that  receives  and 
spends  most  of  the  Charlotte  area's  $2,61 2,- 
784,000  worth  of  spending  money.*  Join 
the  company  that  Charlotte  keeps— through 

WBT  RADIO  CHARLOTTE  ~ 

Jefferson  Standard  Broadcasting  Company. 
•  Represented  nationally  by  John  Blair  &  Co. 

'SOURCE:  SURVEY  OF  BUYING  POWER 


'DATA  DIGEST 


Basic  facts  and  figures 
on  television  and  radio 


ECONOMY    ROLLS   ONWARD   AND    UPWARD 

New  highs  in  sales,  income,  and  output  uric  reported  in  July,  the 
Office  of  Business  Economics,  Department  of  Commerce,  said  last 
week.  But  the  highs,  the  office  adds,  were  not  strong  enough  to  reduce 
the  rate  of  unemployment  significantly. 

Continuing  shifts  in  factors  contributed  to  the  overall  rise  in  busi- 
ness. One  shill  was  improvement  in  retail  sales.  Revised  figures  were 
up  about  one  per  cent  over  those  for  May,  and  July  sales,  on  the  basis 
of  advance  reports,  were  up  another  one  per  cent  over  June,  after 
seasonal  adjustment.  The  July  sales  were  up  five  per  cent  from  a  year, 
ago. 

Personal  income  moved  ahead  to  reach  a  total  of  $464  billion,  at  a 
seasonally  adjusted  annual  rate,  a  rise  of  $1.7  billion  over  June  and 
$21  billion  over  last  July.  The  rate  of  increase  was  slower  than  in  the 
second  quarter  and  reflected  chiefly  a  less  rapid  increase  in  wage  and 
salary  payments  than  in  prior  months  as  well  as  a  decline  in  dividends 
from  an  unusually  high  June  figure. 

New  orders  received  by  durable  goods  manufacturers  during  Jul) 
were  about  the  same  as  in  June,  after  seasonal  adjustment,  according 
to  the  advance  report.  A  feature  of  the  month  was  improvement  in  new 
orders  received  by  iron  and  steel  producers. 

Industrial  production  in  July  rose  above  the  peak  rate  reached  the 
month  before.  Output  in  the  durable  goods  industry  as  a  whole  wasl 
little  changed,  as  a  large  decline  in  steel  production  offset  increases 
in  fabricated  metals  and  machinery,  mining  and  public  utilities. 

The  automobile  industry  began  its  annual  model  changeover  witl 
dealer  sales  continuing  very  strong  in  Jul\.  Dealer  inventories,  whil< 
more  than  1,000,000,  were  low  in  relation  to  the  sales  rate. 

The  OBE  adds:  "A  strong  demand  for  consumer  durable  goods 
especially  autos,  and  the  continued  long-term  growth  in  credit  us< 
brought  about  a  substantia]  rise  on  consumer  credit  outstanding  in  tin 
first  half  of  the  year.  While  thi>  new  credit  has  pro\  ided  an  imports 
supplement  to  income  for  consumer  purchases,  the  available  evidenfl 
does  not  suggest  that  credit  utilization  in  the  recent  period  has  beei 
excessive  when  viewed  against  the  postwar  experience. 

"In  the  first  six  months  of  1963,  consumer  installment  credit  out 
standing  increased  by  $2.7  billion,  after  seasonal  adjustment,  or  lr 
$5.5  billion  at  an  annual  rate.  This  rise,  the  extension  of  a  cyclio 
increase  that  started  in  1061.  compares  with  advances  of  SO. 7  billioi 
in  l()()|  and  $4.7  billion  in  1<>()2.  The  largest  pre\ious  annual  ris<  I 
was  $5.6  billion  in  L959." 

Volume  of  credit  outstanding  totaled  about  $50  billion  at  the  end  o 
June,  and  constituted  I2'_>  per  cent  of  disposable  personal  income 
\\  bile  this  was  a  record  proportion,  the  department  said  it  "appeal* 
to  be  approximate!)  in  line  with  the  long-term  growth  in  credit  ove 
the  past  decade." 


ii. 


SPONSOR    2    SKl'Tl  MBl  R     1962 


*555  FIFTH 


Letters  to  the  Editor 

and  Calendar 

of  Radio/Tv  Events 


NTVL  BOLDFACE  LISTINGS 

III    (lie     I1)     \ilU.usl     issue    i>|    SPON 

son.  mi  page  39  you  ran  the  ston 
pxml  National  I A  1  •<  ig  s  plan  t(i 
live  l>"ld  face  listings  to  television 
.ms  111  ii< w  spapers  throughout 
(In-  <  .  uinti  \ 

I  .mi  interested  in  furthei   infoi 
Station  along  tins  line  and  would 
■appreciate  ii   it  you  could  forward 
tins  lettei  to  the  ci  imparl)  or  Fui  msli 
me  «  iili  tin  ii  i  omplete  address 

It  is  ,i  pleasure  t"  read  sponsor 

(Mill     week      Even     though     l(     (lues 

nut  fall  \\ itliin  the  normal  interests 

if  our  partic  iiLu  t\  pe  ol  a  tele<  .ist. 

\ct  there  are  man)    items  which  I 

find  are  ol  mm  Ii  \  alue  and  help  to 

lie 

Ernest  N.  Wendth, 
Director  of  station  relations 
Faith  (or  Today 
New  York 

►   \        mil  1 1    /  ,;■  M  /,.. ,//.  </  at  52  I 
Vlcrhilt    \r ,  mi,     \,  u   York  IT    \    ) 


OLOGIES  TO  CUNNINGHAM  &  WALSH 
W  c  w  tic  so  pleased  to  read  \h 
Croom-Johnson's  critique  ol  the 
llnlliii.in  r.idin  commercials  in  your 
i  August  issui  I  .mi  sad.  though, 
hat  lir  didn't  mention  Cunningham 
v  \\  .ilsh  w.is  responsible  for  "tliis 
top  l.u  ton  s  musical  i  ommen  ial 
*  itli  .i  chain  <    for  continuing  sin.  - 

ess 

Hoffman     Beverage     is     .i     new 

196  i    a<  count  .it  the  agenc) .  and 

'    tliink.   tlmsc   responsible  deserve 

i  un.nl  deal  ol  i  ndit  lor  the  sm  i  ess 

■I  the  curenl  <.  ampaign. 

Barbara  Huss 
|  Public  Relations 
Cunningham  &  Walsh 
New  York 


PURRR  FECT  COMPLIMENT 

reading  the  \2  Vugusl  issue 
ted  .is  in\    Siamese  cat  does 
vlicn  she's  pleased — I  purred! 
\nd  \vli\    not?  Your  well  written 

on     ol     tin      s.in      Frani 
twenty's    Plenty"   and    VfcMahan 
itation    was    pt>rceptive    and 
nal— .mil    reflected    the    basit 
losoph}     of     ]\  \H    and    KPJXs 
approach.     Uso,    the    kl'IX 


.i\ .nl     st..i\    bandied    .i    <  om| 
situation    w  itli    gra<  <     and    undi  i 
standing 

Philip  Lasky. 
Vice  President,  Westinghouse  B: 

ISCO 


ME  ANO  MY  SHADOW 

In  the  19   August  issue,  "ii  pagi 
59,    I    note    \ oui    ai ti«  le      Radii •  s 


Shad  ins 

^ damn  i  ighl  il 

\\  |s\    Radio    h 

in  .1     1 1..    Shadi  iv     ■  ■!.  n 
from  ">  IHI  to  5    •"  PM 
sm.  e  7  Octol 
j  e  u 

James  T    Butler. 
Vice  President  and  General  Manager 
WISN  Radio 
Milwaukee 


'CALENDAR 


U  (,UST 
Television      affiliates     Corporation, 
programing  conference,  Hilton   Inn, 
San  I  r.in.  is.  o  (26-27) 
Board  of  Broadcast  Governors,  bear- 
ing, Ottawa,  Canada  (27) 

SEPTEMBER 

W  est     Virginia     Broadcasters     Assn., 

annual  f.ill  meeting,  The  Greenbrier, 
White  Sulphur  Springs  (5-8) 
Arkansas     Broadcasters     Assn.,     fall 
meeting.   Holiday   Inn,   North   Little 
Rock    - 

American  Woibm  in  Radio  and  Tele- 
vision, educational  foundation,  board 
ot  trustees  meeting  New  York  (7) 

W  extern   Assn.   of   Broadcasters,   an- 
nual   meeting,    Jasper    Park    Lodge, 
Alberta,  Canada  (S- 1 1  > 
\H(    Radio,  i'    ionaJ  affiliat 
ing,    I  .nun. i. mi    Hotel,    S.    I 
Sheraton-*  In.  igi  i     1 1.  >t>  1.     (  hi. 
(11),  Fontainebleau  Motel   Ni  w  I 

lean-         I   I         St       R,  gfe     ||. 

Vork     17 

Radio    Advertising   Bureau,   man 
ment  conferences,  The   Homestead. 
Hot  Springs,  Va.  19-10'.  The  Hilton 

Inn.     airport.     Atlanta     (12-13);     The 

Holiday  Inn-Central,  Dallas 

Gideon  -  Putnam.    Vu 

V    J  Oil. ire    Inn.    air; 

Chi.    .  l     October);     Rick 

Hyatt  House  Hotel.  Palo  Alto,  Calif. 

Town     House     Motor     II 
.      7-8        The     K\e,  utive     Inn, 

?    14-15) 

I   lei  li.mu    In.liisli  i<n    \-mi 

me.    Biltm    •■     II    '•  I,    \.  u    ^  .  .1  k 

i: 

\|i<  higan  tssn.  •  •  I  Broad*  asti 
annual  I. ill  i  onvention,  Hid 

lex.    (.avlor.l    .1111 
Radio-Television        \t».        PirectOtl 

Usll    .     ]V>,     ;• 

Radisson  Hotel,  \l 


I    (     (  15. II         \S*B 

National    Press    '  I  <  ■  I  >     \\  i 

I)  (     (12 

\atl I     \i.iilinn    o(     I  t-le\  isimii    ViK 

.md  St  n-iii  es.  board  ol  till  •' 

erl)    Wilshire    Hotel     Beverl)    Hills 

IV 
American  Women  in  Radio  and  Tele- 
\iiinn.    southwest    area    oonfera 

Houston     I  15) 

New      i^.ik     State      \P     Dioadcitetl 

\s-.n..  banquet  and  business  sessions, 

Gran-View  Mot.!.  Ogdensburg 

16) 

Louisiana  tan.  <>f  Rioail*  ailini, 

vention,    Sheraton    Charles     II 

\.  w  Orleans  ■  15-17 

Rollins  Broadcasting  Co.,  itockbold- 
ers  meeting,  Bank  of  Delaware  Build- 
ing, Wilmington,  Delavi 

\merii.m  isso.  of  Advertising  \cen- 
( us.     \\  estern     r<  nvention, 

M  .rk    Hopkins   \{, 
1 

advertising   Federation  of    Uneriea, 

loth    .listri.  t    i  onventl 

ll   ••      \  !  i  19- 

\nuiii.m  Women  in  Radio  .mil  l<le 
\  isi.mi.  southern  an  ' 

luml..      I 

I  I...  nl. i     \nmi     oi    BroaoV  asti 

\      nl. i   Broad*  asters    \<>n 
Dual  i  onventi        Hotel  S 

\s-ii     of   National     \.K,  rtisi     - 

N 

\,  «     leiM  v     Hio. id. 

Atlanta1    City,  N.  J 

\nmi    ..I    Broad*  asti   • 

■ 


50R  2  si  rn  miu  k    196  I 


TURN  IT  UP 

or 

TURN  IT  OFF 


Want  to  make  an  interesting  discovery? 
Telephone  a  KTRH  listener ...  at  home. 
First  thing  you'll  hear  is: 
"Just  a  minute  . . .  'til  I  turn  my  radio  off.'' 

WE  LOVE  TO  HEAR  IT. 

BECAUSE 

That's  no  statistic  you're  talking  to  . . . 

that's  no  set-in-use, 

that's  a  listener  you're  talking  to. 

And  if  you're  fair 

You'll  evaluate  ratings  with  this  in  mind. 

Ratings  now  mean  different  things 

on  different  stations. 

What  difference? 

Info/radio  on  one  Houston  station  . .  .  KTRH. 
Where  ratings  guarantee  100%  LISTENING! 
LISTENING  WITH  THE  SET  TURNED  UP. 

The  other  choice: 

Music  and  news  radio  on  11  stations. 

Where  ratings  indicate  sets  turned  on  .  .  .  nothing  more. 

If  the  set  is  turned  on  ...  is  it  also  turned  UP? 
It's  a  gamble.  You  take  your  choice. 

You  should  see  our  list  of  advertisers  who 
don't  LIKE  TO  GAMBLE. 

And  you  can 

Call  CBS  Radio  Spot  Sales 
Or  us. 


KTRH-CBS 


HOUSTON'S    MOST    INFLUENTIAL    STATION 
RICE    HOTEL.    HOUSTON 


SPONSOR     2    SI  I'M  Mill  K     I9tt 


'SPONSOR-SCOPE 


2  SEPTEMBER   1963 


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


Network  rating  battle  promises  to  be  lively  this  month.  There  are  35  new  evening  programs. 

American  Research  Bureau  i-  set  to  go,  with  special  i  '1  on  overnight 

Burveys  senl  out  i<>  subscribers  lasl  week.    \i>'H  has  five  overnighl  survej   markel 
groups  which  can  be  purchased. 

Says  the  bureau:  ,4Tne  telephone  coincidental  enables  broadcasters  and  ad- 
vertisers to  gain  an  immediate  indication  oi  .1  current  program**  nudieace  per- 
formance. Kates  listed  are  based  <»n  the  number  <>f  interviewers  required  to  obtain 
300  useable  calk'*  In  addition,   \KB  has  Station  Vudience  Index,  with  rates  b 
on  500  to  l.ooo  useable  calls. 


TvB  has  prepared  detailed  analysis  of  "Newspaper  1"  group.  It  isn't  flattering. 

Formed  several  months  ago,  Newspaper  1  has  30  newspapers  including  V.  ) 
Dnih  \ews,  Chicago  Tribune.  Los  Angeles  Times,  San  Francisco  Chronicle.  Detroit 

S,  Philadelphia  Inquirer,  and  others. 

Reports  TvB:  line  rate  of  these  30  papers  increased  41 ' ,  in  past  decade,  while 
circulation  rose  10%.  Papers  have  circulation  of  12,927,831;  total  com  <>i  1,000 
lint'-  is  $35,133;  cpm  circulation  comes  to  $2.72.  Using  Starch  noting  scores,  cpm 
for  all  national  ads,  men  noters  1-  SI  1.30.  female  noters  is  $12.35,  adult  rioters 
$6.47. 

"For  gas  ami  oil,  a  male  appeal  caU  ost-per-thousand  male  noters  .  .  . 

SI 0.15.  For  toiletries,  a  female-appeal  category,  oost-per-tbousand  women  noters 
.  .  .  $7.76.  For  radio  and  t\.  a  category  which  would  probably  appeal  to  both  men 
and  women,  oost-per-thousand  men  noters,  $8.24;  oost-per-thousand  women  noti 
$0.00;  and  cost-per-thousand  adult  noters  S1.31."  the  bureau  adds. 


Sale  of  Petry  firm  to  employees  (see  page  54)  includes  only  the  company  itself. 

\"t  included  are  Petry  firm  investments.  In  letter  to  rep  firm  stations,  the  chair- 
man  reports:  "We  have  finally  obtained  a  ruling  from  the  Internal  Revenue  Service 
under  which  Ed  Voynon  and  I  will  be  able  personally  to  take  over  tin-  company's 
investments  and  to  be  paid  the  balance  of  the  purchase  price  of  our  stock  by  the 
Petry  Company  over  a  substantial  term  of  years.'1 

Investments  oi  note  are  a  block  of  Metromedia  stock  and  about  10' ',  oi  Trans* 
continent  Television.  Transcontinenl  stations  as  reported  previously,  with  exception 

of  Cleveland,  are  -la ted  tO  go  to  Taft  and  other-. 


A.  C.  Nielsen  and  CBS  will  soen  be  next  door  neighbors  in  New  York  City. 

Th»*  research  firm  has  made  a  Labor  Day  move  to  brand-new  quarters  in  the 
1200  \\enueot  the  Vmericas  building,  in  what  has  now  become  an  unofficial  north- 
ern extension  oi  Rockefeller  Center.  1  New  general  phone  number  is  one  oi  those 

digit  deals:  056-2500.) 

Being  constructed,  just  a  fen  steps  away,  1-  the  new  Iquarters.  N 

sen's  recent  New  York  headquarters  was  00  Lexington;  I  BS  1-  -till  at  -IR5  Madison. 

SPONSOR '2  sfptfmrfr    1963  19 


'SPONSOR-SCOPE 


(CONTINUED) 


No,  there  won't  be  any  more  Warner  feature  packages  for  outside  distributors. 

So  says  Joseph  Kotler,  v. p.  of  WB's  tv  sales  operations,  who  last  week  em- 
phatically denied  that  Seven  Arts  "or  any  other  outside  distribution  firm  will  handle 
Warner  Bros,  features  for  television  in  the  future." 

Kotler's  remark  came  on  the  heels  of  earlier  attention  by  Seven  Arts  to  theatrical 
movie  liaison  between  Warner  Bros,  and  SA  (see  Sponsor-Scope  26  August). 

"We  firmly  intend  to  distribute  our  own  features  from  now  on,"  Kotler  said, 
pointing  to  $3.5  million  in  sales  in  two  months  for  his  firm's  recently  launched 
Warner  Bros.  One  feature  package— sales  made  at  what  WB  describes  as  "highest 
prices  ever  paid  for  features." 

There's  no  SA-WB  animosity,  however.  Kotler  said  that  WB  was  "pleased" 
with  the  way  Seven  Arts  has  handled  distribution  of  earlier  post-1950  films. 


Men's  toiletries  is  a  booming  business— a  $350  million  market,  in  fact. 

So  reported  the  Wall  Street  Journal  last  week,  which  noted  that  most  com- 
panies (particularly  Revlon  and  Elizabeth  Arden,  cosmetic  houses  which  have  in- 
vaded the  field)  try  for  Gung-Ho  masculine  product  names. 

A  few:  Right  Guard,  Count  Down,  Tackle,  Command,  Afta,  etc. 

Lamented  the  WSJ:  "Time  was  when  the  American  man  managed  to  spruce 
up  with  soap  and  water,  and  maybe  a  touch  of  hair  tonic  and  after-shave  lotion." 


New  promotion  piece  from  CBS  Radio  Spot  Sales  is  a  handy  radio  primer  for  admen. 

Titled  "Don't  Use  A  12-inch  Yardstick,"  the  three-fold  booklet  makes  a  num- 
ber of  generic,  low-pressure  points  for  the  spot  radio  medium  in  the  realm  of  quan- 
titative and  qualitative  factors. 

Here  are  a   few: 

►  "Ratings  should  be  thought  of  as  minimums  (in  radio,  now  a  mobile, 
personal  medium),  certainly  not  as  maximums  in  terms  of  audience  size." 

►  "People,  not  homes,  buy  things.  A  step  to  better  advertising  requires  know- 
ing whether  the  station  attracts  men  or  women,  and  when." 

►  "What  may  be  a  surprise  to  many  people  is  that  weekends  not  only  offer 
large  audiences  but  prove  to  be  a  great  buy  price-wise." 

►  "To  capitalize  on  radio's  large  reach  (and  get  the  greatest  possible  un- 
duplicated  audiences),  it  is  important  to  look  at  research  estimates  for  campaign- 
covering  at  least  a  four-week  period." 

►  "Is  there  a  demand  for  attention  or  does  the  station  program  nothing  but 
'audible   wallpaper?'  " 

►  "Each  of  the  stations  you  are  considering  should  be  asked  for  a  statement 
regarding  their  commercial  scheduling  standards." 


20 


Admen  can  check  on  those  luncheon  Dry  Gibsons,  thanks  to  a  Canadian  station. 

CKRS-TV,  a  tv  outlet  in  Jonquiere,  Quebec,  has  made  up  a  station  mailing 
piece  which  is  a  small  card  with  a  red  square  in  the  center.  The  gimmick:  You 
breathe  on  the  spot.  If  it  turns  blue,  you've  had  enough  to  drink. 

Card-holders  are  also  advised  that  if  the  spot  stays  red,  "you'd  better  use 
more  CKRS-TV." 

SPONSOR/2    SEPTEMBER    1963 


1 


SPONSOR-SCOPE 


(CONTINUED) 


What  amounts  to  an  "import-export"  firm  has  been  formed  in  broadcast  rep  field. 

It-  called  Oversea*  Broadcast  Services,  Ltd.,  and  it  has  a  working  deaJ  with 
Britain's  Television  International  Enterprises,  Ltd.  OBS,  which  is  headed  bj  Steve 
Maim  I  at  one  time  -ale-  manage]  oi  \B<.  International  Television),  irill  work  in 
several  areas: 

^     Representation,  in  tin-  I  .S.  "t  foreign  network*  ami  stations. 

jt     Representation,  in  foreign  markets,  oi  I  ,S.  broadcasl  operations. 

^  Consultancy  on  launching  I  .S. -manufactured  products  in  foreign  markets, 
ami  in  the  introduction  of  foreign  products  in  the  I  ,S 

►  Supplying  (  .S.  programing,  personnel  ami  general  know-how  to  foreign 
broadcasl  customers,  and  in  repping  foreign  producers  in  the  I  ,S 


There  may  be  a  competitive  tv-theatrical  film  race  in  the  musical  Land  of  Oz. 

At  leasl  two  projects  in  this  area  sound  remarkably  alike.  As  announced  by 
different  Bources  recently,  they  are: 

Return  to  Oz,  an  boiir-long  animated  special,  produced  foi  General  Electric 
l.\  \  ideocrafl  International  a-  a  drop-in  5-6  p.m.  special  replacing  GE  College  Bowl. 
It  will  bave  a  script  by  Romeo  Muller  with  original  score  and  lyrics.  Target  d 
early  in  the  1963-6  I  season. 

Return  to  the  Land  of  Oz,  a  co-production  animated  feature  planned  l>\  ex- 
Talent  Associates  executive  Mike  Santangelo  and  Lincoln  Productions.  Name  -tar-. 
such  as  Danny  Thomas,  Liza  Minnelli  (Judy  Garland's  daughter),  and  Milton  Berle 
will  provide  the  voices.  Target  date:  April  1964. 

Meanwhile,  CBS  TV  still  hold-  tv  rights  to  it-  perennially  popular  MC,M  The 
11  ixard  of  Oz,  starring  Judy  Garland,  now  virtually  an  annual  event. 


Triangle  decision  to  give  its  fm  stations  independent  status  is  new  boost  for  medium. 

Each  ot  the  group's  five  stations  now  ha-  it-  own  manager,  reporting  directl) 
to  Triangle  president  Roger  W.  Clipp.  Latest  action  follows  by  a  feu  month-  then 
joining  National  Association  of  Fm  Broadcaster^. 

At  that  time,  only  \\  FII.-FM  in  Philadelphia  had  it>  own  manager,  Joe  \\  inkier. 

Sinee  then.  Norman  Boland  was  named  manager  at  WFBG-1  M.  Altoona:  Warren 
Korhel  at  WNBF-FM.  Binghamton;  John  Fllinger  at  WNIIC  I  M.  Men  Haven,  and 
Don  I.eBrecht  at  KFRF-FM,  Fresno. 

Triangle  move  i-  predicated  on  belief  that  fm  medium  i-  moving  ahead  and 
deserves  strong  sales  support 


Attention  retailers:  a  new  pitch  at  major  department  stores  is  being  readied  by  TvB. 

Extensive  presentation  ha-  been  prepared  ami  previewed  to  bureau  members  in 

San  PrancisCO,  Chicago.  I  o-  Angele-,  and  N.  \v  York.  Target  i-  big  City  Stores  which 

use  little  or  no  t\.  and  it  differs  considerably  from  earlier  presentations  which  w 
largely  on  a  "how  to"  level 

New  T\ B  offering  deal-  with  medium  and  it-  application  to  stores  in  mannei 
which  would  interest  the  most  sophisticated  t\  users.  First  test  will  come  m  Octobei 
he  fore  major  midwest  department  store. 

1/2    SEPTEMBER     l(>ti:<  J  | 


'SPONSOR-SCOPE 


(CONTINUED) 


Fox's  Movietone  News  and  United  Press  International  have  parted  company. 

The  link  was  formed  a  dozen  years  ago  when  20th-Fox,  which  wanted  to  get 
into  the  tv  newsfilm  business  but  didn't  have  station  contacts,  and  United  Press, 
which  had  station  contacts  through  its  radio  newswire  service  but  no  major  news- 
reel  operation,  decided  to  form  an  alliance. 

Now,  UPI  will  syndicate  its  own  newsfilm  service  to  tv  clients  in  the  U.S.  and 
over  40  foreign  countries  starting  1  October.  Movietone  will  launch  an  "independent 
production  program,"  but  it  may  be  aimed  more  at  theatrical  newsfilm  and  docu- 
mentaries than  at  tv. 

A  Movietone  source  told  us  that  his  company  had  faced  "losses  you  wouldn't 
believe"  in  the  tv  field  lately.  The  problem,  in  part,  is  that  tv  networks  and  many  tv 
stations  developed  their  own  newsreel  operations  needing  little  outside  aid. 


There's  a  steady  growth  in  station  purchase  of  filmed-in-color  features,  says  Seven  Arts. 

The  number  of  stations  which  have  signed  for  color  prints  of  movies  group- 
packaged  by  Seven  Arts  now  stands  at  48,  with  14  of  these  outlets  joining  the  color 
fold  since  the  first  of  this  year. 

The  stations  cut  across  network  lines,  with  affiliates  of  all  three  webs  repre- 
sented in  the  color-buying  list,  plus  a  number  of  major  independents,  according  to 
Seven  Arts'  director  of  operations  Herbert  Richek. 

About  half  of  the  Warner  Bros,  and  20th-Fox  features  offered  by  Seven  Arts 
are  available  in  color,  a  total  of  126.  Costs  of  color  printing,  which  are  higher  than 
costs  for  b&w  feature  prints,  are  passed  along  to  stations,  but  there's  been  a  steady 
trend  toward  reducing  the  price  as  demand  increased. 

Color  feature  movies,  a  basic  item  in  program  buys  of  color-minded  spot 
advertisers,  will  be  the  subject  of  a  forthcoming  report  ki  sponsor. 


Syndicated  off-network  reruns  are  attracting  some  blue-chip  spot  buyers. 

A  good  example  of  this  is  the  rerun  in  New  York  of  Naked  City,  the  onetime 
ABC  TV  series,  on  WPIX. 

A  month  before  the  show's  18  September  debut,  all  availabilities  were  sold. 
This  is  the  client  roster: 

Chunky  Chocolate,  Campbell  Soup,  Procter  &  Gamble  (Duncan  Hines;  Salvo; 
Duz),  Gold  Seal  (Snowy  Bleach;  Glass  Wax),  El  Producto  Cigar;  Pepperidge  Farm 
(now  a  Campbell  Soup  offshoot),  Miles  Labs  (Alka-Seltzer). 

The  situation's  by  no  means  unique  to  independent  WPIX,  with  many  top 
syndicated  rerun  properties  from  Four  Star.  Warner  Bros.,  Screen  Gems,  MCA- 
Revue  and  others  attracting  spot  buys  from  tv's  giants. 


22 


Specialized  rep-consultant  Roger  Coleman  has  scored  another  radio  coup. 

Coleman,  who  is  concentrating  on  the  fm  field,  has  been  named  national  rep 
for  WHK-FM,  Cleveland,  of  which  Jack  Thayer  is  general  manager. 

WHK-FM,  interestingly,  is  part  of  the  Metromedia  station  group,  one  of  the 
country's  major  broadcast  operations  (for  other  news  of  sales  rep  activities  in- 
volving Metromedia,  see  Sponsor-Scope,  this  issue.)- 

SPONSOR  /2    SEPTEMBER    K 


i 


MfflUk 


1     ^  ^ 

* 

!4 

F 

- 

WBEN-TV 

serves  a  great 

community  with 

a  great  public 

service  effort 


Three-million-plus  people  in  WBEN-TV's  cov- 
erage area  offer  a  challenging  composite  of 
diverse  interests  and  backgrounds. 

WBEN-TV  meets  this  challenge  by  a  continu- 
ing creative  effort  in  developing  public  service 
programs  that  satisfy  all  interests  —  that  enter- 
tain as  well  as  inform. 

During  the  past  months  WBEN-TV  cameras 
focused  on  the  installation  of  the  Buffalo  Dio- 
cese's new  bishop,  recorded  five  documentaries 
on  cancer  at  famed  Roswell  Park  Memorial 
Institute,  caught  the  action  of  the  Ail-American 
Bowling  Team  battling  Buffalo's  top  bowling 
five  during  the  ABC  Tournament,  brought  new 


insight  to  area  viewers  on  their  rights  and  obli- 
gations under  the  law  in  The  Law  and  You" 
series  that  again  won  the  top  State  Bai 
and  captured  the  gaiety  and  color  of  the  Chopin 
Society's  beautiful  choral  music  and  excitmc 
Polish  dances. 

Religion,  medicine,  sports,  the  lively  arts  —  all 
are  in  range  of  WBEN-TV's  production  facili- 
ties, mobile  remote  unit  and  enterprising  tt   ■ 

That's  why.   in   this  great    market  —  extending 
from   northwestern  Pennsylvania  to  the  Cm.i 
dian   Niagara   Peninsula  —  pioneer  WBEN  TV 
retains  its  unsurpassed  audience  loyalty. 


Nitionillj  represented  by    Hjrnnf ton.  Rifkter  I  Parsons 

WBEN-TV 

The  Buffalo  Evening  News  Station 


CH. 


CBS   In    Buffalo 


JNSOR    2   si  I'll  MBF.a    I'"-  • 


Say  "new"— when  you  say  "KTV/"/  Simple  fact:  KTVI  leads  in  offering  new 
programs  to  the  St.  Louis  audience  this  fall.  Start  with  the  new  ABC  line-up. 
Add  KTVI's  new  programming.  Include  the  continuing  successful  local  leaders— 
Steve  Allen,  Divorce  Court,  Chiller  Theatre,  True  Adventure,  etc.  And  all  launched 
with  a  fresh,  new  promotion  campaign  that's  got  the  whole 

town  talking.  When  you  think  of  St.  Louis,  think  of  the  station  

creating  the  most  excitement ^K^^^  F"~M"^"^K.  Z^  '^W  ^^^^^m  (f!ft 

24  SPONSOR    2    SEPTEMBER    19631 


St.  Louis 


SPONSOR 


2  SEPTEMBER  1963 


Gardner  execs  Tom  Pellegrino  (left).  Alitalia  account  man,  and  Weymouth  Symmes.  media  director 


ALITALIA    GOES    STEREO 


.. 


//  is  the  biggest  buy  on  a  per- hour  cost  to  a  client. 

ever  mode  on  fin  in  the  (  nited  States' 


Tin    mi  \ki  i;   is    Vlexandei    Smal- 
lcns.  [r.,    left    station  dire<  tot  "I 

\\  VBC  I'M    New    York,  tli,     \r,< 

ow  ncd    111)   stereo  <  nitlet. 

Smallens  was  discussing  tin-  up- 
coming 13-week  s<iies  ol  weeklj 
orchestra]  concerts  to  be  stereocast 
live,   starting  2~   September,    From 

'HI',  to    HI   I'  M 

The  series  w  ill  be  sponsored  b) 
Vlitalia,  the  [talian  National  Vii 
lines,  and  will  headline  the  Vlitalia 
Symphonj  Orchestra  with  Douglas 
Brow  oing  .is  host  The  Vlitalia 
S\  mphonj  ( hrchesl  ra  is  reallj 
VB<  s  onetime  Firestone  Symphonj 
( hrchestra,  the   "house  s\  mphon; 

The  agency,  Gardnei  Vdvertis- 
ing,  and  the  tm  station,  regard  the 
deal  .is  a  momentous  one   pointing 

out     th.it     the    series     will     offer     tm 

listeners  "an  opportunity  to  experi- 
ence tm  stereo  with  .i  realism  and 
1  i iIIi.uk e  ue\ i  i  before  heard  In 
New  York 

SPONSOR    2    smii  MB]  k     19 


W  hat  pr<  impted  ( lai  i  Inei  ti  i  make 
this  buy,  worth  $10,000  per  show  ? 

Both  \\  i\  mouth  S)  mines,  m 
dine  ti  'i    .nid  Tom   Pellegrino 
count  executive,  s.i\  it  is  reasonable 
to  ass ii i ne  From  ill  surveys  available 
.md  From  inform  ition  re<  eh  ed  fi 
various  Fm  stations  that  the  profile 
o|  the  Im  listener  parallels  thi' 
the  overseas  traveler  ii  m- 

(  ouie.  edui  ation  and  travel 

The   profile   ol    the   u  VBt    I  M 
listener  reveals  him  to  be  lai 
( ollege  e<lii  i  I      and  in 

uppei    bi  t<  kets    I  I  the 

listeners    ai 

lawyers,    dentist  ind 

other    pr<  ifessii  »nal    and    semi  | 
Fessional  p  i  »ple 

\       m  \    e\eeuti\  tli.it 

iuse  the  program  will  be  h\«- 
.md  the  orchestra  <  .died  the  Vlitalia 

iphonj  the  campaign  "presents 
man)  m<  Using  opportunitii 


■ 

I    it 

I 


$  es 


£7-  f 


■ 
1     I 


4& 


f.H 


Passers-by  admire  Rome's  famed  Trevi  Fountain,  one  of  the  many  tourist  sights  singled  out  in  Alitalia's   upcoming  commercials  on  WABC-FM 


i 


ALITALIA    continued 

Unquestionably,  Alitalia  will  be 
getting  an  upper-crust  listening  au- 
dience. "Fm  today  is  playing  to  the 
highest  eommon  denominator," 
Smallens,  son  of  the  distinguished 
symphony  conductor,  observes. 
Furthermore,  the  orchestra  is  look- 
ing forward  to  fm  stereo  playing, 
more  so  than  it  did  on  television. 
Stereo  is  'pure  sound'  and  in  this 
series  we  expect  to  produce  the 
ultimate  in  sound." 

Smallens  claims  there's  been  a 
resurgence  in  concert  music  "and  it 
is  indeed  a  healthy  sign."  The  fact 
that  ABC  network's  top  echelon  is 
solidly  behind  the  fm  station,  is  a 
strong  backstop.  "Realistically,  it 
would  cost  $10,000  per  hour  to  put 
the  Uitalia  Symphony  Orchestra 
on  the  air."  Smallens  observes.  The 
airline,  obviously,  is  not  paying  this 
si  mi  to  present  the  stereo  series. 
The  brunt  of  the  tab,  fortunately, 

is  l)ein<4  picked  up  by  ABC. 

Ml  commercials  on  the-  show  w  ill 
be  live  and  the  agencj  is  gh  ing  the 
station  a  Iree  hand  to  schedule 
commen  ials  as  it  sees  lit.  "  Vlitalia 


is  artistically  oriented  on  this  show," 
Smallens  says  proudly.  "And  all  of 
us  are  confident  that  Alitalia  will 
get  90%  of  the  fm  stereo  audience 
in  New  York." 

On  the  subject  of  fm  audience, 
Smallens  has  this  to  say: 

"You  don't  buy  fm  on  ratings  be- 
cause of  the  specific  nature  of  your 
audience.  You  buy  programing — 
and  if  you  are  providing  the  right 
kind  of  programing — ultimately  you 
will  be  providing  the  ratings.  We 
are  not  aiming  to  make  the  station  a 
spot  carrier.  Our  entire  sales  ap- 
proach is  based  on  the  sale  of  pro- 
grams." 

The  full  production  resources  of 
the  station  will  be  behind  the  up- 
coming symphonic  series.  Ira  Mari- 
on, a  highly  regarded  scripter,  will 
be  the  writer-producer  of  the  Ali- 
talia series.  Smallens  will  be  execu- 
tive producer.  Murri  Barber  will 
he  the  director.  The  engineer  will 
be  Bill  Sandreuter.  The  technical 
consultant  will  be  Al  Weintraub, 
head  of  the  Hell  Sound  Lab.  from 
whence  the  weekly  concerts  will 
emanate. 

The    StereO-VOiced    series    marks 


Alitalia's  first  active  participation  in 
a  live  show.  To  date  it  has  been  pri- 
marily invoked  in  sponsoring  re- 
corded and  taped  shows  both  on 
English  speaking  and  foreign  lan- 
guage outlets  in  the  United  States. 

Alitalia's  present  broadcast  bud- 
get is  in  the  region  of  81()6.(XX).  a 
considerable  increase  over  what 
was  spent  last  year.  Radio  is  netting 
approximately  884,000;  television, 
$32,000.  About  10%  of  Alitalia's 
all-media  budget  is  allocated  to 
radio   television. 

Currentlv,  Alitalia  is  heard  on 
W'CBS,  New  York  on  the  Boh  Max- 
well Show  with  daily  five-minute 
segments  promoting  the  airline's 
various  destinations.  The  schedule 
calls  for  eight-week  campaigns  in 
the  spring  and  a  similar  run  in  the 
tall. 

The  Italian  airline-  also  has  been 
active  in  television  in  the  metro- 
politan area.  In  1960  it  sponsored 
the  annual  Mac)  s  fall  fashion  show 
with  Celeste  Holm  as  mistress  of 
ceremonies  over  WNBC-TV  \  sim- 
ilar program  was  presented  over 
WNBC-TV  in  1961  with  Carol  Knoi 
and  Tex  Antoine.  This  year,   \litali.t 


SPONSOR 


SEPTl  xi  in  K 


GAADNfA    AOVfATlSlNg    COMPANY 


■••■».» 


Axvuxr,* 


£7*11 


■1 Italia  lltllaai 

:OMf* 

XM  NO 

lunoM 

»«  uq 

i»xor»« 

1 ■■!•.■• 

OATt 

U     fg          t    l> 

•  ftouad   t  r . , 

WO  dsllari    ...   to  brapa  .u  bOO.      Sa  aouUa't   •   trip  ta  bain 

toil   at    iMIl    a   Ihoyiano?     a.  1 1 .    no 

Ml    you    lo    tal    A»lr    |£  aly    SJS  *- 

la    adiranrr    and   ■•'II    book    you 'lalo   a   groap  of   40   paopla   alia    a|it 
Itlaart  >iik   ma  groap  fllgat   plaa.      Mill,   yaa 

fly   ••   an    InJinJa.l,      Aad,    aa    Individual   ako  caa   lata  adtraa'. 

lour    paekagai.    too,    or.    If   you    Ilka,    lra»».     Ilkl    • 
haralt  and  M  III   to  aaotnar   iou.  Ira   tnoaga, 

do  aora,    you'll   o»»t    aad  anjoy   aor*    fua   paopla  aboard  Alitalia    tkaa  aay- 

■tladf    of    Ital)    Itirlf.       «•>'■ 
bod)    acta   I  llll  ...    flying  Alitalia.     Bat.    lark    lo   tkat 

rldlculouk   prlca  of  333  dollar.        -  nil*  only  afford   It   it   a 

group  thing,    to   tlgn  up  aart)    ...    Ilka  toaorroa.      s»»   your  T ratal   Agaat 
or  aril*   for   fraa   foldtri   to  Douglas  Broamlag,   Alitalia 

Alrllnri,    boo  Flftl  -  ',    or  call    Jldlon   i-t^W- 

Jldion  2-e«00. 


For  the  overseas  traveler 

Urbane  copyline  will  l><    followed  in  radio  commercials  penned  b)   agent?)   copywritei 
Robert  Christenberrj   |i    foi    Alitalia  Symphon)  Orchestra  sponsorship  ovei  u  \hi    l  \l 


sponsored  the  NBC  TV  coverage 
dI  the  coronation  ol  Pope  Paul  VI. 

Mil. ilia  is  also  heard  on  Italian 
radio  programs  in  15  American 
cities  with  Roberto  Stampa  as  host. 
This  is  a  lO-minute  taped  program. 
Super\  ising  all  of  the  airline's  ad- 
vertising is  Marco  Cicero,  advertis- 
tng  manager  ol  Alitalia. 

tmong  the  merchandising  items 
under  consideration  in  connection 
u  ith  Alitalia's  sponsorship  of  the  tin 

stereo  broadcast   series  are  easel 

Mck  mounted  photos  ot  the   \litalia 

Symphon)  Orchestra  for  distribu- 
tion  to  leading   travel   and   resort 

■gents  and.  perhaps,  a  selt  liqui- 
dating recording  of  notable  selec- 
tions   h\    the   orchestra,     additional 

promotional     and     merchandising 

plans  lor  \htalia  are  in  the  hopper 
at  the  agency. 

"You  w  ill  notice  that  in  all  ol  our 
broadcast  time-  purchases,  we  tr\ 
to  reach  a  qualit)  audience," 
Pellegrino  sa\s.  "Coupled  with  our 
print  buys,  broadcast  lends  tlexibil- 
it\  and  immediacy,  broadcast  is 
\er\  effective  in  promoting  destina- 
tions, schedules  and.  in  sonic  cases. 
packaged  tours."  ^ 


Scene  of  promotional  activities 

Alitalia's   Fifth    V.  >  mi.     N.  Y.,  tjcl  •    —  a  li  I     tham's 

celebrated    street    —    will    help   ta   promote    sponsoi 


SPONSOR 


sill  I  MIU  k     1963 


Where  the 


George  Washington  Hill  —  re- 
member him? 
When  the  Revson  brothers  were 
still  in  short  pants,  GWH  was  ter- 
rorizing  the   ablest   citizens   along 
ad  row. 

Like  a  lot  of  people,  Hill  had  a 
theory  about  selling.  Every  ad  ses- 
sion   at   American   Tobacco   began 


NEW   NATIONAL   AND   REGIONAL   SPOT  TV   ADVERTISERS    first  quarter.  1963 


MANUFACTURER 

NEW  PRODUCT/SERVICE 

American  Home  Products 

Direxin 

Albert-Culver 

Subdue  shampoo 

Amer.  Shower  Door 

Shower  doors 

Annabolle  Candy 

candy 

James  Austin 


Austin  bleach 


Aero  Appliances 

Magna-Tenna 

Amer.  Sugar 

Sunny  Cane  sugar 

Anheuser-Busch 

Michelob  beer 

Bristol-Myers 

Fitch  shampoo 

Rata  Shoe 

shoes 

Borden 

dehydrated  potatoes 

Bissell 

Rissell  oven  cleaner 

Bison  Airlines 

travel 

Brauer  Bros. 

Paradise  Kitten  shoes 

John  Breck 

Tender  Glow  shampoo 

E.J.  Brad, 

Brach  candy 

Borden 

instant  coffee 

Colgate  Palmolive 

Dermassage 

Colgate  Palmolive 

Cleopatra  soap 

Colgate  Palmolive 

Tidy  Toys  bath  oil 

Colgate  Palmolive 

Goddess  soap 

Chemwa)  <  !orp. 

Twinkle  Tone  nail  polish 

indaigua 

Gold  label  wine 

Helene  Curtis 

Secure  deodorant 

Helene  Curtis 

Color  Essence  haircolor 

Helene  Curtis 

Bright  Idea  haircolor 

Cheseborough-Ponds 

Aziza  eye  cosmetic 

Chemical  Products 

Kleenmaster  ice  remover 

Carey  Salt 

Carey  food  products 

Conrad  Chemical 

Majic  Mist  oven  cleaner 

Dell  Publishing 

Amer.  Heritage  books 

E.  C.  Dewitt 

antibiotic  powder  spray 

Dymo  Industries 

Dymo  labelmaker 

De  Kalb  Ag.  Assoc. 

cotton  seed 

Dietenc 

Country  Oven  custard  mix 

Dow  Chemical 

Handi  sandwich  bags 

Dow  Chemical 

Dow  oven  cleaner 

Dow  Chemical 

crab  grass  killer 

Fanners'  Cotton 

fertilizers 

Faweett  Pub. 

magazines 

42-Products 

Sho-Curl  hairset 

Gillette 

White  Rain  hairspray 

Heritage  House 

lawn  products 

[ngrams  Food 

sauces 

Imperial  Tobacco 

Cameo  cigarettes 

Janilrain  sausage 

meat  products 

Kendall 

Fling  hosiery 

EW  money's  coming  from . 


much  tin-  same  w .i\  \\  lul<  act  ounl 
Bxecs  .ind  admen  quailed,  Hill 
would  pull  out  pack  aftei  pack  ol 
Luckies,  slam  them  down  on  the 
table  v»  iili  eai  snapping  \  igor,  mean- 
w  lulc  screaming: 

1 1  ibacco,    gentlemen,    tobact  i  > 
That's  w  li.it  it's  .ill  about 
It   was   a   nice,   simple   idea.    It 


made  a  lot   oi   nej     Hut   would 

it  work  today J 

Apparently  not  I  01  some  <  >l  the 
biggest  corpoi ati< "is  in<  luding  the 
tobacco  giants  —  the  payofl  mm 
(  omes  "ut  ol  new  prodiu  ts  lua\  il\ 
.hi  sold  Making  more  people  buj 
one  good  ai  tit  le  just  doesn  t  work 
In  the  megaton  age  "I 


marketing     evei  in< 

rate  profits  <  01 nlj   through  an 

evei  enlai  ged  c*ycl( 

and  new  brands  on  old  thin 

I  he  effei  t   "I   tins  <  hang<    upon 
,kI\  it  rising   and  esp<  i  (all)  the  use 
ol   bn m'I<  ast   media    has  been  fai 
hing.    The    spot    industry    has 
In  nefited  i  noi I\    Netw i h k  tel 

'  rim  il 


N    ■      i.il  Biscuit 


National  Bisi  nit 


Lavelle  Labs 

l  aveDc  cotmetk  s 

Levei 

Clinic  shampoo 

Lcvei 

Dove  shampoo 

Lever 

Golden  1  ..idle  dinnen 

\\  illi.nn  Loe 

Save  The  Buhy  products 

Little  Pub. 

Popular  Science  magazine 

Missouri  Food 

jellies 

Mi  nl<  \  <\-  James 

Coldaid  cough  remedy 

Mail  Pouch 

Mail  I'oiu  h  toh. ii  en 

lith  I'ul). 

Belter  Homes  {V  C.irdcns 

McCuIloch 

outboard  motors 

Mil  Ice  Meat 

meat  products 

Iflagla  Products 

ironing  hoard  covet  i 

Motorist  Mutual 

insur.iiH  e 

Maiden  Flour 

so.  hiM  uit  com  meal 

Philip  Morris 

Paxton  <  igarettes 

Philip  Morns 

Personna  blades 

Philip  Morris 

Saratago  i  igarettes 

\  itional  Food 

feeds 

Norwich  Pharmacal 

\1i    Eng)  me 

Borex  Labs 

Oxrdent 

\       lift  1...1.S 

Allolene  cleansing  cream 

roods 


Millhiook  i  ,ik. a 


Noxema  Chemical 

Nov.  in.i  .iftershax  e 

Narragansetl  Brewing 

Krueger  «le 

Nation. d  Airlines 

travel 

Oi  onto  Brewi  i 

Oconto  beer 

Porter-Cable  Ma<  bine 

power  tools 

Plantation  Chocolate 

Plantation  candy 

Republic  Steel 

institutional 

A.  H.  Robins 

Robcttissin  COUgh  s\rup 

Revere  Camera 

tape  recorders 

Sw  ft  t 

\  it.i  (an  plantfood 

Swirl 

s« ol  clothing 

Sterling  Drug 

(    iroid 

Switzerland  Chi 

ih. 

Totino's  1  in.  r  l 

fowls 

Thorobred 

Thorobred  dogfood 

!     S.  Tn  .Miry 

s.i%  btg  bonds 

United  Vinl 

SQvet    Vitin    wines 

F.  Uddo 

Sim    I'me  oil 

O.S.N    vsct World  Report 

.i/ine 

mi. 

apple  produi  ts 

■1  Labs. 

\  i   |on  deodorant 

NVoolfolV  Chemii  al 

agricultural  i  hemi 

\V      I  ! 

I    I  \  B 


Warn  I  p 


NEW    MONEY  continued 

evision  has  been  reshaped,  partially 
to  meet  these  needs.  For  media 
and  marketing  specialists,  the  suc- 
cessful launching  of  a  new  product 
has  become  one  of  the  most  import- 
ant facets  of  campaign  strategy. 

Why? 

Look  at  last  year's  sales  figures. 
Procter  &  Gamble  made  over  60% 
of  all  its  sales  out  of  products 
launched  since  World  War  II.  Corn- 
ing Glass,  25%;  S.  C.  Johnson,  50%; 
General  Foods,  20%;  Campbell 
Soup.  33%;  Bristol-Myers,  60%— 
thus  nearly  every  major  advertiser 
today  is  spending  heavily  to  pro- 
mote new  products. 

Is  it  only  the  giants  who  play  the 
new-thing  gamer1 

Keeping  an  eye  on  the  field,  alert 
admen,  reps  and  net  salesmen  look 
mostly  to  big,  diversified  manufac- 
turers. It's  true  that  the  brand-new 
company  with  a  brand-new  product 
is  a  likely  broadcast  prospect — a 
fact  that's  confirmed  by  the  ad 
schedule  of  shows  like  Today  and 
Tonight.  (Sec  sponsor,  19  August, 
P.  29)  But  most  new  money  is  most 
likely  to  come  from  established 
companies  which  arc  adding  to 
their  existing  lines. 

In  recent  months,  for  example, 
there's  been  considerable  trade  in- 
terest in: 

^  PirG  getting  into  the  disposable- 
diaper  business,  via  its  Charman 
Paper  subsidiary. 

y  Bayer  Labs,  of  Chicago,  whose 
H-A  hairftx  has  been  augmented  by 
a  new  deodorant.  Halt,  and  an  af- 
tershave, Hark. 

y  DuPont,  which  has  a  new  bleach 
in  test  markets. 

►  Tractor  Appliances,  with  a  min- 
iaturized laundry-drier. 

►  Armstrong  Cork,  which  took  its 
One  Step  Floor  Wax  from  eastern 
testing  and  into  national  marketing. 

When  a  big  company  launches  a 
new  product,  the  budget  signifi- 
cance is  twofold.  There's  firstly  the 
new    ad   inonex    itself,  and   then   the 

probability  that  if  the  product  goes, 
M  will  sp.uk  counter-budgeting  b\ 

established  brands.  Result  is  a  bi<j;- 
'4<r   broadcast   bill  all  around. 

The    success    of     Leonard     Lavin 

and  the  Uberto-Culver  Compan) 
is  an  oft  cited  example  of  dramatic 
launching.  It's  no  secret  that  when 
\  (    'ut'  is  a  new  field,  its  ultimate 


advertising  objective  is  a  tv  budget 
which  is  at  least  as  big  as  the  leader 
of  the  field. 

What's  not  so  widely  appreciated 
is  that  even  though  A-C  is  an  extra- 
vagant  advertiser,  its  campaigns 
must  fulfill  precise  marketing  ob- 
jectives set  beforehand. 

Thus,  when  VO-5  Shampoo  was 
launched,  its  three  goals  were  to 
capture  L0%  of  the  market  for  the 
first  year  and  20%  the  second;  to 
make  the  $l-size  the  most  popular, 
and  to  help  increase  the  total  size 
of  the  market  by  10%.  These  aims 
were  fulfilled,  and  more,  solely 
through  broadcast  advertising. 

The  regenerative  effect  of  a  suc- 
cessful new-brand  launch  is  xvell 
illustrated  by  another  A-C  success. 
Here's  how  Barton  Cummings,  pres- 
ident of  Compton,  describes  it: 

"Two  years  ago  the  woman's  hair 
spray  business  was  in  the  doldrums. 
Shelves  xvere  glutted  with  cheap 
brands  and  most  of  the  major  na- 
tional brands  were  so  busy  fighting 
each  other  with  trade  deals  and 
price-off  packages  that  the  category 
was  suffering  from  under-adxertis- 
ing. 

"At  this  seemingly  unpropitious 
time,  a  marketer  with  x'ision  and 
guts  introduced  a  new  hair  spray 
under  an  established  name.  It  xxas 
a  fine  product  and  it  xxas  backed  by 
the  most  powerful  advertising  cam- 
paign ever  put  behind  a  brand  in 
this  product  category. 

"In  a  matter  of  months  it  was  the 
leading  seller;  at  the  end  of  a  year 
it  had  20%  of  the  market.  At  the 
same  time,  the  entire  category  took 
on  a  new  life  and  the  market  for 
hair  sprays  expanded  by  almost 
50%." 

As  with  VO-5  Shampoo,  the  hair 
spray  was  set  at  a  relatively  high 
price.  Cummings  points  out  that 
both  these  case-histories  prove  that 
having  the  lowest  retail  price  need 
not  be  the  determining  factor  in 
making  a  sale. 

In  both  cases,  the  qualitx  of  the 
product  and  weight  ol  the  advertis- 
ing were  made  possible  In  sound 
pricing.  Cummings  says  "what 
would  have  happened  had  the 
brand  entered  the  market  to  com- 
pete on  a  price  basis  with  no  more 
than  competitive  qualitx  and  a 
meager  advertising  budget,  we  be- 
lieve, is  obvious." 


Of  course,  Alberto-Culver  is  no 
exception  in  setting  up  its  market- 
ing objectives.  Every  sophisticated 
advertiser  does  the  same.  How  to 
arrive  at  these  yardsticks  is,  prob- 
ably, the  heart  !md  substance  of  the 
continuing  controversy  over  meas- 
urement of  ad  effectiveness. 

In  discussing  how  to  set  corpo- 
rate criteria  for  new-product  per- 
formance, the  first  essential  is  to  de- 
fine a  nexv  product.  The  epiestion  is 
answered  by  Gilbert  Miles,  mana- 
ger of  the  creative  packaging  de- 
partment of  Colgate  Palmolive. 

Miles  says  "I  like  to  think  of  nexv 
products  upon  three  levels  with  re- 
spect to  degrees  of  novelty: 

"One — Products  which  are  new 
in  brand  name  and  package  appear- 
ance only. 

"Txvo — Products  which  perform 
an  existing  serxice  in  some  new 
xvay,  and, 

"Three — Products  which  perform 
a  new,  hitherto  unimportant  service. 

"According  to  my  xvay  of  thinking 
the  largest  percentage  of  marketing 
successes  in  the  field  of  consumer 
goods  must  always  come  from  the 
second  group. 

"It  is  here  that  we  find  the  im- 
proved detergent,  the  better  pair  of 
pliers,  the  nexv  filter  tip,  the  supe- 
rior cake-mix,  the  improved  refrig- 
erator." 

The  new  filter  cigarette,  hoxxex  er, 
max  well  prove  to  be  rough  smok- 
ing. It's  in  the  test  market  that  the 
manufacturer  discovers  the  bugs,  if 
any,  in  his  new  product. 

According  to  the  experts,  the  im- 
portance of  test  marketing  can't  be 
put  too  strongly.  Dr.  Perham  Nahl, 
staff  economist  of  the  Burnett  agen- 
cy, describes  it  by  saying  "You  get 
data  both  for  the  test  product  and 
competing  products  on  displays, 
deals,  promotions,  distribution  and 
out  of  stock,  shelf  facings  and  so  on. 

"You  can  find  out  whether  the 
trade  accepts  your  product  enthu- 
siastically, merely  tolerates  it.  or 
will  not  stock  it — the  test  market  is 
like  a  rehearsal.  The  factors  studied 
earlier  are  very  likely  to  operate 
somewhat  differently  and  less  har- 
moniously than  we  might  have  ex- 
pected in  the  environment  ol  the 
market  place.  \s  the  psychologists 
are  fond  of  saving,  'the  whole  is 
greater  than  the  sum  ol  its  parts. 
continued  mi  page  41 


10 


SPONSOR   2   SEPTl  xiiuk    I96S 


An 
exclusive  SPONSOR 

interview: 


on 
UHF 


wnmmmmmHmmmmmmmmmmm:<-,  - 

\\  hen  Sylvester  L.  "Pat'1  W  eaverwas  pro- 
graming tzar  at  NBC,  t\  >*a*  growing 
apace.  It  >*a*  an  era  of  greal  physical  ex- 
pansion. Stations  were  being  stitched 
together  into  tin-  first  real  national  audio- 
visual networks,  and  advertisers  enjoyed 
delirious  success  with  nen  >%  ;i\ » ol  selling. 
lla-<  tin-  primeval  steam  died  down? 
Weaver,  non  head  of  McCann-Erickson 
International,  believes  (n  is  in  temporary 
doldrums?  Bui  he  sees  a  m  w  explosion  <»l 
performing  ami  marketing  talenl  ahead, 
in  the  creation  of  new  major-mark*  t  net- 
works utilizing  the  ultra-high-frequency 
spectrum.  Hi*  hopes  mt-  outlined  in  tlii* 
second  part  of  a  tape-recorded  inten  i<  m  i 


SPONSOR    _'    SEPT1  MBER    1963 


I 


WEAVER 


mtinued 


"Advertisers  need  a  new  major -market  network' 


(J:  You  obviously  attach  a  great 
deal  of  importance  to  the  open- 
ing-up  of  the  spectrum  via  the 
it's.  How  icill  this  development 
occur? 

A:  You  bet  I  do.  The  u's,  first  of 
all.  will  be  able  to  support  a  fourth 
network,  and  undoubtedly  a  fifth 
and  sixth  network.  I'm  speaking 
now  particularly  of  a  major-market 
network,  which  is  extremely  im- 
portant to  major  advertisers  and 
major  trademark  advertisers:  such 
a  network  will  therefore  be  in  direct 
entertainment  competition. 

Q:  You  mean  it  will  challenge, 
head-on,   the  existing   networks? 

A :  Yes,  because  it's  an  open  form 
and  because  the  time  costs  will  be 
low  and  the  money  will  be  spent  in 
programing  rather  than  in  the  facili- 
ties. The  ratio  of  money  spent  today 
for  programing,  versus  time,  is  ut- 
terly reversed  from  the  way  it  used 
to  be  when  1  was  running  things — 
it  will  be  back  to  where  you  spent 
the  money  on  the  show,  with  the 
us,  as  you  start  over  again  in  the 
major  markets. 

So  you'll  have  an  entertainment 
operation  that  will  develop  into 
a  direct  competitor,  undoubtedly 
fragmenting  the  audience  of  the 
present  networks  and  causing  no 
end  of  trouble — but,  that's  life. 

Q:  Is  this  the  only  kind  of  ser- 
vice the  u?s  will  give? 

A:  There'll  be  another  service 
which,  I'm  sure,  will  be  oriented 
toward  the  cultural  and  information 
needs  dl  at  least  more  than  half  of 
our  country.  In  other  words,  if  you 
talk  about  majority  tastes,  I  would 
sav  that  the  majority  of  Americans 
today  want  programing  of  what  we 
would  rail  a  "quality"  nature. 

II  you  add  the  classical  music 
lovers — and  you  can  find  how  inan\ 
there  are  l>\  taking  the  cume  audi- 
ences d  WQXB  and  WNYC  and 
Othei  line  music  stations,  as  well  as 
LP  sales — take  that  group,  which'll 
urn    25*  '    ol    yOUT  total    homes,   and 

add  io  di.it  the  hook  loving  groups, 
and     the     so-called     information- 


oriented  people  who  read  Time  and 
Newsweek  and  so  on,  and  these  are 
not  parallel  groups,  they  follow  no 
ethnic  or  academic  or  income 
grouping,  the  demography  is  all 
mixed  up.  These  are  people,  de- 
pending on  their  personality  and 
the  interaction  of  their  personalities 
with  the  communications  business. 
You   add   up   cultural    coverage, 


A  man  &  an  era 
1934 

Writing,    producing    and    selling 
for   station   KHJ,   Los   Angeles. 
To  New  York,  when  in  .  .  . 

1935 

Weaver   is    hired   by    NBC   to 
write   and   produce   "Evening  in 
Paris,"    sponsored    by    Bourjois 
Perfume.   Thence,   to  Y&R   as 
producer    of    Fred    Allen    show, 
becoming  manager  of  agency's 
radio  division.  In  .  .  . 

1938 

Aged   only   30,  Weaver  is   ad 
director    of    American    Tobacco, 
under    titan    George    Washington 
Hill.  The  war,  and  another  spell 
at  Y&R,  then  .   .   . 

1949 

Head  of  NBC  TV  network;  board 
chairman  in    1955.   Created:   the 
magazine  concept,  with  "Today"; 
followed    by    "Home"    and 
"Tonight";    the    rotating-star 
s\  stem,    in    Colgate's    "Comedy 
Hour";   the   first   tv   Spectaculars 
and,  in  "Your  Show  of  Shows," 
the   Saturday-night    show   which 
was  death-knell  of  the  moviehouse 
neighborhood-run  business. 

1959 

Head  ol  McCann-Erickson  Intl. 


and  information  orientation,  people 
who  like  the  legitimate  theatre — 
who  might  hate  good  music  but  like 
the  theatre  classics,  Shakespeare. 
Shaw,  Ibsen,  the  ancient  theatre — 
people  who  like  non-fiction,  people 
who  want  to  <jo  places  in  the  real 
world,  see  things,  meet  real  people 
— not  stories,  not  story-telling:  Add 
all   these   together   and   that's   more 


than  half  of  all  the  people  in  the 
country. 

Q:  Can  these  people  be  cap- 
tured by  television? 

A:  Everybody  in  the  nation,  unless 
he's  handicapped  in  some  way,  can 
be  gathered  together  for  great  en- 
tertainment events;  we  know  that 
from  the  cumulative  audiences  of 
some  of  our  big  comedy  hits.  It's 
hard  to  do  in  drama,  but  in  comedy 
you  can  get  a  99%  cumulative  audi- 
ence; virtually  everybody  will  like 
part  of  the  show  if  the  form  is  open, 
like  the  old  Comedy  Hour  form 
which  started  co-sponsored  with 
General  Motors  and  Colgate,  and 
had  several  different  comedians,  in 
fact  more  than  that,  because  we  had 
guest  comedians,  and  the  people 
who  didn't  like  Dean  Martin  or 
Jerry  Lew  is  would  like  Eddie  Can- 
tor or  Bob  Hope.  Put  them  alto- 
gether and  you  get  100'  [ . 

All  right,  that's  one  kind  of  peo- 
ple: when  you  move  to  a  closed 
form  like  the  Western  even  the 
most  popular  have  a  cume  that 
drops  from  the  99  to,  like,  60  and  as 
you  go  to  a  more  targeted  audience 
you  get  lower  and  lower  on  that 
service  in  terms  of  how  many  of 
your  total  audience  are  you  read] 
ing  regularly.  Certainly  you  reach 
99%  of  them  with  entertainment — 
I'm  not  saving  that,  when  I  say  the 
majority  of  people  in  this  country 
want  quality  service —  I'm  saying 
they  want  that  in  addition. 

Q:  Surely  this  has  been  tried 
already? 

Obviously,  when  you  ask  why 
don't  they  watch  the  Chicago  Syrxi 

phonv  on  Channel  Five'  instead  of 
looking  at  Ed  Sullivan  and  so  forth, 
you  get  into  what  has  to  be  a  very 
philosophical  discussion  about  peo- 
ple" and  how  mam  individuals  <  acli 
one  of  us  is  within  himself  and  how- 
it  depends  on  his  mood  and  wli.it 
kind  of  a  day  we've  had  and  what 
kind  of  a  dav  we're  going  to  have 
and  what  time  it  is  and  what  we  did 


SPONSOR   'J   sir li  MiuK    1961 


..Weaver  says 

c.iiln  i  and  w  hal  we  re  going  to  do 
Lid  i     .ill  these  things  influent  e  us 

\ntl.  man)  times,  we  don't  wanl 
to  do  w li.it  we  know  is  .1  more  r< 
warding  and  greater  experience, 
am  more  than  w  e  w  anl  to  jump  oui 
nt  bed  and  do  thai  L5  minute 
ixercise  thai  we  knov  will  make  us 
leel  so  good.  We  knov«  what's  good 
lor  iis.  .mil  we  even  make  ourselves 
Injo)  it  w hen  we  do  it.  l>ut  it  is  still 
I  matter  oi  discipline  and  matui  it) 
ami  mi'st  <»t  us  are  no)  disi  iplined 
or  mature  and  w  on'l  be  t « *  1  .1  long 
tutu    it  ever. 

(J:  II  hen  the  »<">  open  up  i»n*t 
it  more  tihely  that,  instead  of  a 

mil  jor-m  n  r  ft  rl    m-l  u  o  r  k.    nhnl 

m'll  get  is  a  proliferation  of  tin- 
mtmginativety  -  run    independent 

aliilions? 

\  "i  es,  it  could  happen.  Hut  1  m 
sun  there  are  .1  number  oi  us — not 
just  me — who  have  no  intention  "I 
fatting  th.it  happen.  In  this  country, 
problem-sol\  ing  and  reaction  to  de- 
velopments is  .1  matter  oi  private 
enterprise  and  oi  competition.  Nov  . 
wh.n  .1  nlit  station  opens  up.  il  it  S 
■Ding  to  compete  w  ith  the  same  old 
schlock  material  it's  going  to  have 
a  terribl)  difBcull  time  getting  an)  - 
one  to  advertise  on  it  and  in  making 
fljood. 

I'm  not  sa\  ing  that  in  the  Brsl  in- 
stance  the)  won't  In-  tr\  ing  to  run 
ftee  matei  ial  because  there  II  be  a 
\er\  difficult  transition  period  tor 
thes,    stations.  lint  the)   should  al 

read\ — and  I've  talked  to  some  and 
I  know  some  oi  them  are — he  think- 
ing ahead  —  the)  should  he  thinking 
of  the  plan,  w hat  is  the  plan? 

\\<  tin  \  going  to  be  for  the  elite- 
coverage  network,  are  the)  going  to 
tailor  their  programing  to  a  point 
when'  the)  could  never  expect  to 
Sjet  a  rating  oi  more  than  1 5  or  _<• 
es/er,  be<  ..use  the)  re  not  reall)  tr)  - 
sjg  for  the  other  stuff?  Ire  they 
going  to  be  a  different  kind  oi  a 
SBrvice;  it  so.  the)  should  be  part 
of  a  grand  design  thai  makes  sense 
and  that  tan  be  supported  and 
ntfttued  on  pagi    12 


Aged  27,  Weaver  (3rd  I .)  hit  stride  as  radio  producer  of  Fred  Allen's    Town  Hall  Tonight " 

GOLDEN    DAYS,   WHEN  .  . 

\s  manager  oi  Young  i\  Rubicam  s  radio  department  in  l'»  ><>.  young  Pat 
Weaver  became  part  ot  a  halcyon  era.  "We  had   Mien.  |.u k  Benny, 

1*1 1  i  1     Baker.     Hums     &      Mien,     and     Kate     Smith."    he     retails. 

Weaver's  break  came  alter  brief,  unsuccessful  space-salesman 
fling  in  New   ^ork.  followed  b)   stint  ol  writing,  producing 
and  selling  on  Kll|  (newl)  bought  In  (  adillac  salesman  Don  I  << 
iged  2(>.  Weaver  came  hack  to  New  York;  secured  job  with  \\\(    through 

I  hoinas    McAvity,    then    radio    head    ol    lord    &     I  homas    agency. 
Year   later   he    was   with    Y&R,    producing    I  red     Miens    show. 

Mien  hated  agencies,  clients  and  networks  indiscriminately; 
Weaver  kept  them  oil   his  back  -i\u\  according  to    Mien, 
\t  least  made  life  bearable."  Weaver's  still  .1  tup  radio  t\  diplomat 


fh^d 

1 

In  early  '50s.  movies  felt  Saturday  night  pinch  when  Sid  Caesar  took  to  television 


SPONSOR    _    vMllMHIK     I 


33 


Ghoul  becomes  goldbug  foi 


-* 


Tons  of  junk  have  been  deposited  on  station  from  aroused  viewers,  most  of  it  parodying  Ghoulardi's  burlesque  of  a  maniacal  horror-movie  host 


Role  is  still  crazy  but  no  longer  is  homicidal 

Vftei  earl)   success  on  slunk  Theatre,  Ernie   Vndersoii  has  also  succeeded  with  more- 
difficult    role    is    zany    1  >•  ■  t    unfrightening    lio->t    featured    on    kid's    corned)    program 


No  more  photographers 

Exploitation  and  merchandising  ot  t\  sttt 
->cts    frantic   pace   tor   promotion    -.t.illi'r^ 


.11 


SPONSOR    2   SI  pi  i  miii  k    196 


local  admen 


Tv  weirdo  not  only  sells 
products  but  also  creates 
new  ones  for  teen  market 


In  Clevh  v\n.  \>>h  can  buj  sweat- 
shirts, ice  cream,  cola  and  ham- 
burgers.   \nd  out  ni  ever)    nickel. 

dime  .mil  dollar  that's  spent,  a  li.u 

rion  winds  up  in  the  coffers  <>t 
\\  |\\    IV 

The  station  isn'l  in  the  business 
nl  selling  clothing  or  food.  Hut  it  is 
in  the  business  ul  selling  airtiine 
.ind  nurturing  its  own  local  ail 
personalities 

Because  <>l  one  oi  those  personal- 
ities, the  Storer  outlet  has  been 
dragged  w  ill\  -nillj  into  a  w  Qd  mer- 
chandising ami  exploitation  joyride. 

It's  local  and  national  advertisers 
are  directh  affected,  because  a  size- 
able chunk  of  the  Cleveland  t\ 
audience  (approx.  1,330,000  \bb 
homes    is  newl)  behaving  in  a  most 

peculiar   manner. 

The  focus  ot  the  disturbance  is  a 
thing  called  Ghoulardi.  An  ex- 
music  critic,  ex-deejay,  and  success- 
ful tree  lance  commercial  announ- 
cer. Ghoulardi  has  temporaril)  as- 
sumed  the  bod)  ot  39-year-old 
Ernie   Anderson. 

The  result  ot  this  demoniac  pos- 
session is  that,  in  three  separate 
time-periods.  Ghoulardi  has  in- 
(oased    WJWs   ratings   b)    Mxr, 

and   more. 

Further,  the  entire  c  it\  o|  ( lleve- 
land  is  more  or  less  familiar  with 
and  more  or  less  nuts  about  him. 
Through  a  rare  outburst  ot   mass  t\ 

hysteria,  Ghoulardi  can  undoubted- 

1\    claim    to    be    |  temporariU  |    the 
best-known  citizen  in  the  nation's 
Seventh-largesl   television  market 
I  lis  notoriet)   isn't  because  he  has 

an  oven*  helming  99*  [  cume  fol- 
lowing. (  He  doesn't.  Its  through 
two  thin 

r  The  frantically  vociferous  loy- 
alty of  kuls  and  teenagers,  generat- 
ing a  hydra-like  mouth  of  Ghoulardi 
quips  and  mannerisms 

r  Hyper-aleri  merchandising  and 
promotion  by  stations  young  aver- 
age age  32  I  management. 

( M  course,  it  would  be  entire!) 
too  neat  if  all  concerned  could  sa\ 


"we  told  you  SO  Se>  en  months 

ago  the  station   began  a  Ian  K    rou 
tine  t\  pe  ot   late  night   presentation 

(  ind  b)  (' insistent  icsults  gained 
from  science  lit  tion  and  mat  abre 
movies  l  see  Other  M  orlds,  Sponsor 
13  Ma)  i  the  station  slotted  a  Shock 
Theater  package  tor  1 1 :30  p.m.  Fri 

o\.{\  s 

Then,     duplicating     a     pra<  tice 

which  has  become  standard  in 
man)    markets,    the   (  'le\  eland    pro 

gramers  looked  around  foi  a  local- 
h\  e  host  w  ho  could  in|e(  t  a  trifle  of 

DOVelt)  into  some  of  the  old  films. 
On  hand  was  Ernie  \udersiin  — 
about  as  unlikel)  a  choice  as  could 
be  imagined.  \  veteran  ot  radio  and 
t\  in  Rhode  Island.  TrO)  \.  V..  and 
three    i  >t    (    le\  eland  s    nuii    statu  uis. 

\inleisiin     was     then     combining 

booth  work  lor  \\  |\\    with  a  highl) 

profitable  i  (26,000  annuall)  free- 
lance announcing  career,  lb  has  an 

excellent  \oice.  modulated  but  with 
Strong  timbre,  and  this  plus  a  re- 
assuringl)  conservative  appearance 
have  made  hun  a  long-term  pitch- 
man for  man)  of  the  area's  biggest 
broadcast  accounts 

Master  of    humor 

However,  behind  Anderson's  so- 
ber facade  lurks  the  mind  of  a  sub- 
tle and  original  humorist,  and  the 
technical  crews  "t  the  station  knew 
him  as  a  master  ol  inspired,  off- 
liinits  fooler) 

To  genera]  manage]    bob  Buch 
anan  goes  the  credit  lor  seeing  in 
these  impromptu  performances  the 
germ    ol     a    In  i]  n  II  film    host     a     la 
burlesque-Kai  lull 

No     one — and     Buchanan     makes 

this    disclaimer    loudl) — was    pr< 

pared   lor  the  result 

The  AKb  report  shows  the  mech- 
anical change:  from  a  i)  rating,  the 
Frida)  night  mo\  ie  shot  up  to 
and  imu  is  maintaining  23  and  2\ 
The  stations  mailroom  knows  an- 
other dimension  ol  tins  change  an 
average    "l    i.ixxi   piei  i  mail 

weekly;  its  claimed  more  than 
17"). (XX)  pieces  to  date 


I  ni  ther,  mini  h  "t   this  mail   is  not 

mere  lettei  w  i  iting    <  -I lardi 

been    inundated   w  ith   objets   d  art 

made   b)    de\  OteeS      The   sl.illdlli 

set  |oi  his  weekda)  show     •  ■!  w hud 

more  latei     is  > b  a  bare  studio 

Hi  mi  on  w  Iik  h  has  been  piled  > 
m<  luntaim  >us  > .  »lle<  ti(  m  ol  weird 
artifacts  —  football  helmets  with 
lain  its  screwed  in  fake  skeleti  ais 
one  sti inged  instruments  cal led 
Ghoulitars  rubbei  skulls — man)  ol 
which  represent   hours  "I   laboi   in 

in.inufac  tine       1  hrOUgh      OVO      and 
around    all    this    Ho. its    the    stooped 
mantis  like     figure     ol     <  •      himselt 
(  oinplete  w  ith  be.ild.  thud  e\  ■     and 

accompanied  b\  a  live  raven  named 

(  Knaid 

\\  ithm    a    couple   of    weeks    "t 
Shot  k   Theaters  unveiling,  station 
management  realized  it  was  m  th. 
situation  ol  grubbing  l"r  potaf 
and  striking  oil  instead    The  pn  h 
lem  was  how    to  cap  the  gushei 
and  it  was  highlighted  D)  the  k  tion 
"I  an  eager  promote]  who  rushed 
through    an    order    ol    Ghoulardi 
sweatshirts,   off-loaded   them   onto 
a     downtown     department 
which,     in     turn.     Sold-OUt     m    one 

afternoon.  Bob  Buchanan  prompt!) 
copyrighted  the  name,  on  behalf  oi 

Stuiei  Telex  ision.  and  sun  e  then 
has  kept   legal  (  "Ulisel   bus\    d.  .i1 

w  ith  the  affairs  ol  ( Ihoulardi 

\ I >  r  i \  ation  w  .is  not  t>  i  (  apitalize 
■  .1  i . uiiiin  1 1  iaJ  sidelines,  but  to  pi 
ti(  t  the  station's  an  propert)    < ' 
exposure  ol  ( rhoulardi    b)  unauth- 
orized  men  handizers,  ibl) 
could  weaken  the  • 
and  personality 

Furthei    som<    i  t   w  \w  -    idver- 
tisers  themselves  now  ha 

interest    m    the    ll.ilin       I      r 

Manners  regional  drive-in  (ham  has 

ited    a    drink    named    the     i 
( rhoulardi     it  cl  >loi  w  ithin 

the  glass   folli  pv  horism 

turn  bin     whu  h  now 
phras  eveland  youth 

■ 


SPONSOR 


Mill  Mill  K     1963 


^  HEY  GROUP 

COOL  IT/ 

DRINK  A 


MANNERS 

BiS  GUOULMDi 

35 


© 


Ghoulardi's  own  secret  formula.    Weirdly  wonderful. 
And  made  only  by  Manners.     16  ounces  of  delicious 
devilment.  Makes  you  feel  glad  you're  alive. 


* 


H!iC    SIIK   SC»f  FN 

439      IV44 


©COPVOICHT  5TOBE»6l>OADC»STlNOCO 


Payoff  from  nonsense  is  cash  in  the  till 

Regional    restaurant    chain.    Manners,    is    one    of    several    sizable    advertisers    who've 
promoted     new     Ghoulardi    products.    Dolls,     rings    and     sweatshirts    are    upcoming 


I 


Remember 
Zacherley? 

One  of  the  first,  and  most  pub- 
licized, of  tv's  monster-men? 

He's  been  resurrected  by  in- 
dependent station  WPIX,  New 
York.  And,  like  Cleveland's 
Ghoulardi,  Zach  has  taken  over 
a  children's  show. 

He  bowed  this  week  as  the 
Cool  Ghoul,  host  of  a  new  car- 
toon series,  "Hercules." 

It's  a  far  cry,  in  a  sense,  from 
John  Zacherley's  earlier  tv  stint 
in  the  59's.  He  then  showcased 
late-night  shock  movies  for  WOR- 
TV,  another  indie  NY  outlet. 

There  was  a  good  deal  of  pub- 
lic outrage  at  the  time,  when 
sick  humor  was  a  long  way  from 
becoming  fashionable.  But 
Zach's  dexterity  with  brain  op- 
erations, cooking  spiders,  and 
wrapping-up  mummies  also 
brought  him  some  of  the  heavi- 
est fan  mail  a  local  personality 
has  ever  earned. 

Since  then,  Zacherley  has 
toured  with  a  successful  caba- 
ret act,  and  plays  straight  roles 
in  tv  commercials. 


GHOULARDI     continued 

illustrated  by  tbe  fact  that  the  35- 
cent  drink  sold  75  units  at  one  res- 
taurant in  the  first  hour  on  the  mar- 
ket: at  another,  location,  250  units 
between  8  a.m.  and  1  p.m.  first  day 
on  the  market.  The  medium  was 
point-of-purchase  only;  no  broad- 
cast promotion  was  needed.  Several 
thousand  units  have  been  sold  to 
date. 

Similarly,  the  87-store  Krogej 
chain  last  week  became  official 
headquarters  for  the  (copyrighted) 
Ghoulardi  sweatshirt.  A  first  order 
of  30,000  lias  been  manufactured; 
there  are  some  expectations  that 
more  than  one  million  will  eventu- 
ally be  sold.  In  what's  now  become 
normal  practice,  Storer  will  receive 
only  a  slight  commission.  Anderson, 
of  course,  gets  his  cut,  and  he  esti- 
mates his  total  income  this  year  will 
have  doubled.  But  the  main  pur- 
pose of  licensing  from  the  station's 
viewpoint  still  is  simply  to  try  and 
keep  control  of  a  volatile  situation. 

The  Kroger  sweatshirt,  for  ex- 
ample, is  merely  a  traffic-builder  for 
the  store.  The  attraction  for  YVJYV 
is  that,  for  the  first  time,  the  stores 
are  coming  into  tv,  to  the  extent  of 
81.000  weekly. 

Success  brings  new  problems, 
however.  One  of  them  is  the  dis- 
gruntled advertiser — that's  to  say, 
the  good  tv  client  who  wants  to  get 
a  part  of  a  hot  show  and  can't. 

With  the  late-night  movie  sold 
out,  WJW's  answer  was  to  dust  off 
a  shelf  of  the  more  general-appeal 
celluloid  veterans,  re-title  them 
with  some  audacity  as  Masterpiece 
Theater,  and  have  Ghoulardi  host 
them  in  early-evening  time.  Same 
reaction:  Saturday's  0  to  7:30  p.m. 
ratings  doubled,  from  10  to  20. 

Following  the  punter's  principle 
of  staying  with  a  good  thing,  the 
Station  next  dug  out  some  aged  one- 
reel  comedies.  Styled  as  Laurel, 
Ghoulardi  <b  Hardy,  this  Monday 
through  Friday  r>  to  5:30  p.m.  show- 
now  attracts  about  half  of  all  ARB 
sets-in-use  lor  its  period.  Its  success 
is  the  more  remarkable  in  that  the 
show  was  launched  in  the  trough 
ol   the  summer  viewing  depression. 

1'ortunateK  tor  WJW,  Ernie  \n- 
derson  has  proven  to  have  a  multi- 
faceted  talent.  He's  effected  the 
switch  from  a  late-night  monster  to 

continued  on  page  41 
SPONSOR   2   si  i- n  MBER    1963 


Network  landlords  bite  feeding  hand, 
Miller  Brewing's  Ball  charges 

Adman  raps  radio  rate  rise 


TO  THE  EDITOR 

You  may  find  the  attached  article  just  a  bit 
too  provocative  lor  just  a  bit  too  dull1) 
for  your  use 

If  not,  however,  (eel  free  to  publish  it   The 
author  (me)  is  getting  |ust  a  bit  fed  up  with 
media  which  bites  the  feeding  hand. 

Perhaps  enough  comments  along  this  line 
from  advertisers  may  help  hold  back  the 
constant  rate  increases  which  various  media 
groups  pass  along  to  the  people  who  put  them 
on  the  profit  path1 

Cordially. 

EDWARD  G    BALL 

Director  of  Advertising 

Miller  Brewing  Co. 


B 


in  i  lu  km  i  was  one  "I  those 
I  [and}  \ml\  s  w  li<»  c  mild  w  ork 
w nuclei s  with  .1  bucket  oi  paint,  .1 
few  s<  i.q>s  nt  lumber  and  .1  mind- 
nil  ot  imagination.  Shortlj  after 
rigning  a  year's  lease  <>n  the  sunn) 
ride  ut  a  somewhat  run-down  du- 
plex lie  had  his  choice  heeause  the 
nthel  side  was  vacant  tOO  .  he  got 
the    landlords    permission    t"      suit 

nt  li\  things  up." 

The  w  alls  ut  all  si\  rooms  '-L"t  a 
bright  new  pastel  treatment,  the 
smiled    tired    woodwork    was    rejn 

venated  with  a  spanking  coat  "I 
varnish;  Mis  Ficksit  was  provided 
with  a  built-in  corner  hutch;  the 
rubbish-collecting  alcove  beneath 
the  basement  stairs  was  transformed 
into  a  wine  cellar;  and  the  basement 
itselt  blossomed  into  a  gaj  rumpus 
room,  complete  with  bar  and  a 
bra<  e  <>l  bai  stools. 

The   landlord   looked   over   Bill's 

Iiandi  w  ork    and    prompt  I J     and 

hroild h    tinned  a  prospec  tl\  e  tenant 

through  the  renovated  rooms    The 

prospec  t  w  as  s. .  impressed  he  leased 

the  vacant  part  oi  the  duplex.   \nd 

die    landlord    was    SO    pleased    with 

everything  he  vowed  to  show  his 
ippre<  latum  in  some  fashion  01 
mother 

And  he  did.  \\  hen  Bill's  lease  e\ 
>ired.    he    raised    the    rent    $50.00   ., 
nonth! 


I  In      landll  nd     tell     he    w  as    1  .  nil 

pletel)    justified     Vftei   all    a  plai  1 

Bxed  up  as  w  ell  as  Hill  s  i  .  num. mil 
ed  a  lot  more  lent  than  the  de(  npil 

diggings  of  a  yeai  ago  Besides  it 
Hill  didn't  go  l"i  the  boost  in  rent 
there  w ere  a  lot  oi  other  w mild  be 

tenants  w  ho  d  he  glad  I"  pa\  tin- 
new    pi  i 

How  did  Hill  Ficksit  reai  t?  \bou\ 
as  you'd  imagine.  Got  sun-  as  lull 
and  w  .is  tempted  to  move  out    l 
eept  that  it  wouldn't  solve  an)  thing, 

reall)  .  Someone  else  W  onld  mO\  e  in 
and  Hill  w  onld  ha\  e  to  start  all  o\er 

again   somewhere  the    So  In-  d< 

Cided    to    st,i\     lor    a    while,    hut    he 

pondered,  I  low  ungrateful  can  you 
gel 

\    m     then  — 

(  ample  \  ears  hack,  the  radio  net 
wmks    wen-    landlords   ol    a    might) 

run-down  property.  The)    had 

trouble  leasing  out  the  place,  and 
there  were  more  \  aeam  ies  than 
tenants.  What  prospects  there  were 
Could  pick  and  choose  to  then 
heart's  content,  and  when  it  came  to 

horse  trading  "\ er  the  rental  terms 

the'    lessees    won     most     ot     the    aTgU 

ments   because   the   lessoi    was   in 
poor  position  to  haggle     The  net 
work  properties  were  too  run  down, 

and  the  overhead  mi  all  the  \  .11   in 
c  lis     had     almost     pill     them     OUl     <  I 
the  radio  netw  ork  husim  ss 
H\  and  1>\ .  however,  a  couple  ol 

solid  tenants  mi  >\  ed  in  mi  a  look  -,  , 

hasis  Prestige  p<  ople  like  tin  brew 

els  ,,|   Miller  High   late,  the  kind  ot 

natimial  advertiser  that  an)  network 
landlord  would  like  in  his  duplex. 
In    1961,   Miller  took  a  shoTt-tl 

lease  mi  a  small  apartment  mi    \  H( 

Then  the)  rented  lai  ga  quarters  on 
the  same  uetv  m  k  signing  up  f( 
full  year's  lease  \nd  m  1963,  Millei 
liked  network  living  so  much  the) 
signed  another  full-time  lea»  tins 
time  On  three  radio  networks  (  Hs 
and  NBC  as  well  as    \H( 

The    landlords    were    m  ight) 
pleased     w  ith     this     m  c  npaiic  \  .      It 
added    c  lass    t.  |    their    propert\      The 
Miller    tolks.    along    with    other 
teemed   national  advertisers,   helped 


ittracl  ''tin  i    tenant  ml) 

that,  hut   the  lull  yeai    rental 
idled  th.    networks  to  ma  I 

needed    impi  i  i\  ellient  s      III    p|u-|.uil 

ing  and  111  affili  ' 

I  In-  in  tw ork  propel  n  In 

boom     More    and    more    tenants 

inu\  eil    in    and   the  appallm 

s acancies  began  t"  fill  up  \nd  this, 
thanks    considerabl)     to    the      Hill 

I    H   kslts       like     Mlllel     alnl     •  .tin   I 
tn  mal    ,n\\  eltisei  s    w  In  i   saw     tin 

tential  in  the  radio  proj  .    • 

W  as     the     landlord     pie  ised  '     Hut 

\  es'  \\  as  the  landlord  grateful?  Hut 

no' 

Even    now.    witl  months 

still  to  go  on  the  i  torrent  lease  the 
network  landlords  are  telling  their 

old-time     tenants,     the  pie 

w  ho  brought  them  bat  k  from  the 
brink  "l  obscurity,  that  tin-  rent  will 
In-  highei  m  1964  —  c  onsiderabl) 
higher,  in  radio  terms 

The)  re  sa)  ing  in  effe*  I      I 
this  propert)    is  worth  a  lot   d 

than   it   was  a   \  ear  m    ?  •■ 

sides,    othei    peopli  id)    ',, 

move  mtu  your  quarters  and  pay 
oui  prii 

S     the)  \  e  told  Millei      and  their 
other  tenants  as  well     that  the   I 
rentals  would  he  about   123   higl 
In    Mill,  i  s   ,  .is,      this  amounts   | 
boost    ol    si  kki   w  liuli    adds 

up  to  a  lot  ol  rent     \nd  that's  fl 
just   two  u|    the   radio   networks      \t 
this      time     ot      Writing      tin 

w  asn't  111  from  \  Bt 

What    can    Miller   do?    What    will 

Miller  d      It's  a  moot  qt 
haps  they'll  swallow  the  iner< 

one  more  year — much  as  Hill  Fi<  ksit 
did.  Hut  the)  won't  he  happ)  al 

\nd  m  time  the)  II  probabl)  si 
talk  me  oth.r  rental 

\nd  il  all  the  other  tenants  do  the 
same-  thin.:,  the  network  land! 
w  ill  likel)   h<-  in  tin 

die  anient   as  was   Hill   Ficksit  s   lai 

lord    Being  a   hand)    gu)    witl 

hue  kit  ot  paint.  Hill  blithel)  dan1 
all   tin-  walls  ut    all   the  rooms   with 

the  blackest  paint  be  could  mix — 

and  moved  out'  ^ 


SPONSOR 


si  1-1  1  MIU  K      '  " 


ANOTHER  VALUABLE 

ADVERTISING 
OPPORTUNITY 

ON  WNBC-TV 

NEW   YORK 


"PATHWAYS" 

.  ROTATION  ; 

I      PLAN      I 


Delivers  identifica- 
tion with  five  differ- 
ent prize-winning 
programs  — and  the 
chance  of  reaching 
an  influential  audi- 
ence at  modest  cost. 


HERE'S  HOW  THEY  WORK 

YOU  BUY  a  share  in  WNBC- 
TV's  unique  "Pathways"  con- 
cept, which  provides  rotating 
participation  in  these  widely 
varied  prestige  programs: 
"Youth  Forum,"  "Direct  Line," 
"Dialogue,"  "Recital  Hall"-for 
$25,000  per  year  (less  than 
$500  a  week). 

YOU  GET,  each  week,  a  min- 
ute institutional  message  in  a 
different  "Pathways"  program 
and  visual  identification  as  a 
series  subscriber  at  the  begin- 
ning and  end  of  all  of  them  .  .  . 

.  .  .  invaluable  association  with 
an  entire  group  of  opinion- 
molding  informational  and  cul- 
tural programs. 


IT  GIVES  YOU  MORE  FOR 
YOUR  TELEVISION  DOLLAR 

Ask  your  WNBC-TV  or  NBC  Spot  Sales 
Representative  for  complete  details. 


WNBC-TV 


o 


TIMEBUYER'S 
CORNER 


Media  people: 
what  they  are  doing 
and  saying 


KSL-TV  (Salt  Lake  City,  Utah)  presentation:  The  CBS  affiliate  recently 
held  a  scries  of  four  luncheons  for  New  York  buyers  in  the  Peters, 
Griffin',  Woodward  offices  that  city  for  showings  of  "Mormon  Land'" — 
slide  market  story.  All  buyers  attending  a  showing  were  given  an  album 
of  selections  by  the  Mormon  Tabernacle  Choir.  Among  the  agency 
people  present,  the  CORNER  saw  Graham  Hay,  Compton;  Jack  Geller, 
Weiss  Cx  Geller;  Jim  Watterson,  Lumen  6c  Newell;  Howard  Tobias, 
Reach,  McClinton;  Bob  Lazatera  and  Brad  Littlefield,  D'Arcy;   Bob 


NEW  YORK 


Trio  in  Central  Park  &  world's  tallest  tower 

Kcp,  buyer,  and  station  man  utilize  New  York's  garden  spot  to  watch  WBIR-TV 
(Knoxville)  presentation  on  new  1750-foot  tower  which  will  increase  stations  homes 
delivered  an  estimated  30%.  L-r  are  Boh  Horwitz,  Avery-Knodel  a.e.;  Joan  Stark, 
Supervisor  spot   broadcasting,   Grey;   and    Ken    Maxwell,   stations   national   sales   ni.i 


Anderson  and  Lloyd  Harris,  SSC6cB;  George  Blinn.  Gumbinner;  Jerry 
Rettig  and  John  Oliver,  Grey;  and  Paul  Roth.  Kenyon  6c  Eckhardt. 
New  York  buyer  makes  a  move:  Al  Kalish  is  now  with  Ted  Bates 
Colgate  group,  buying  For  (aide  10  (men's  hair  dressing  in  tube).  Col- 
gate Dental  Cream,  and  Palmolive  Rapid  Shave.  Al  was  formerly  with 
Gumbinner.  where  lie  bought  for  such  hard-to-spell  acounts  as  Tarey- 
ton.  Hoi-Tan  cigars.  Noilly  Prat,  and  Cherry  Kijafa.  He  was  with  FooteJ 
Cone  i\  Belding  before  that. 

News  from  Pennsylvania:  David  Williams  has  been  named  associate 
director  of  the  media  department  at  Ketchum,  MacLeod  cc  Crove 
(  Pittsburgh),  lie  was  media  manager  at  the  agency. 
New  York  switch:  Dick  Sehops  is  now  a  media  buyer  at  Ogilvy,  Benson 
&  Mather,  where  lies  been  assigned  to  the  Shell  Oil  (central  region), 
and  Tetley  Tea  accounts.  Dick  was  a  media  buyer  with  Dancer- 
Fitzgerald-Sample  on  Best  Foods'  Hellman's  mayonaise  and  Nucoa 
margarine. 

From  north  ol   the  border:   Frances  Sandford,  who  was  supcrv  isor  of 

( I'll  <jsi   turn  to  i>tii:i   40  > 


SPONSOR 


si  iM  i  \nu  k   1963 


*********** 


PEOPLE-TESTED  .  .  .  "personality"  radio  that's 
dynamite  in  the  Albuquerque  area.  Person-to-person 
KQEO.  red-hot  with  New  Mexico  listeners  and  ad- 
vertisers alike  .  .  .  because  it's  program-proved  with 
people.  KQEO  promises  "bang-up"  results  —  people 
who  listen,  like  it  .  .  .  people  who  buy  it,  love  it! 


* 

* 

* 

* 

* 
* 

TRil 

* 
* 

* 

* 

* 

1imi:i:I 

* 

*********** 


KQEO 
IS 

PEOPLE-TESTED 


WHAT 

A 
BLAST 


KRMG 


KIOA 


•  tl       iO<M' 


KQEO 


KLEO 


rotw»rt    c 

fMtman    A    ro       inr 


SPONSOR    2   m  i-n  miuk    l«»i,  ; 


PROGRAMING 


V  RIED 
INTERESTING 
P  iOGRAMING 


M 


is  another 

reason  why 

more  advertisers 

are  investing  more 

dollars  on  WSUN 

Radio  than  at 

any  time  in  our 

35  year  history 

ONE  OF  THE  NATION'S 
GREAT  STATIONS 

WSUN 

5  KW  620  KC 

Broadcasting  24  hours  daily! 

TAMPA-ST.  PETERSBURG 

G»t  all  the  facts  from 

Notl    R.p    VENARD.  TORBET  «.  McCONNEU 

S    E     R.p     JAMES  S    AYERS 


TIMEBUYER'S 
CORNER 


(continued  from  page  38) 


media  services  at  Young  &  Rubicam,  is  now  with  Coodis.  Goldberg. 
Soren  (Toronto)  as  assistant  media  buyer. 

Up  and  down  the  Coast:  Lyn  Gross,  who  was  media  director  at  Guild. 
Bascorn  &  Bonfigli's  San  Francisco  office,  is  now  with  the  agency's 
Seattle  office  as  media  director  on  the  Carting  Brewing,  Seattle  Trust 
cs:  Sa\  ings  Bank,  and  Pacific  Northwest  Bell  Telephone  accounts. 
Jerry  Gilley,  who  was  a  member  of  the  media  department  staff  in  the 
agency's  Seattle  office,  has  traveled  southward  to  become  associate 
media  director  in  the  San  Francisco  office. 

Death  reported:  Marion  Vilmure,  media  buyer  at  Hal  Stebbins,  Inc. 
(Los  Angeles)  and  past  president  of  the  Advertising  Women's  Club  of 
Los  Angeles,  died  in  St.  Joseph's  Hospital,  Burbank,  after  a  brief  illness. 
Reach,  McClinton  (New  York)  department  merger:  Paul  Keller,  form- 
erly research  director,  has  been  named  research  and  media  director  at 
the  agency  following  a  merger  of  the  two  departments. 
Texas  agency  revamps:  Included  in  the  revamping  of  the  administra- 
tive staff  of  Goodwin,  Dannenbaum,  Littman  &  Wingfield  (Houston) 
was  Krin  Holzhauser,  who  was  upped  from  timebuyer  to  air  media 
director.  Krin  is  president  (her  second  term)  of  the  Houston  Chapter 
American  Women  in  Radio  and  Television. 

Detroit  switch:  James  Dunn  has  joined  LaRue  &  Cleveland  as  media 
director.  He  was  with  Ross  Roy,  Inc..  same  city. 


Val  Ritter:  Every  day,  tossing  away 


"Why  isn't  there  more  positive  research  sent  out  by  the  media  rather 
than  negative  research?  By  that  I  mean,  why  don't  stations  stop 
trying  to  prove  how  much  better  they  are  than  their  competitors— and 
instead  provide  some  useful  information  that  the  agencies  can  work 
with,  such  as  basic  data  for  comparing  the  different  media?  Every 
day  I  receive  research  data  that 
is  of  no  earthly  use  whatsoever — 
I  toss  it  in  the  wastebasket."  So 
says  Val  Ritter,  media  supervisor 
at  Tatham-Laird  (New  York),  who 
voices  his  complaint  against  this 
waste  with  a  ready  smile  and  the 
hope  that  media  men  will  take  his 
advice,  stop  comparing  apples  with 
oranges,  and  set  up  good  standards 
for  research  pieces.  Val,  with 
Tatham-Laird  four  years,  works  on 
the  American  Home  Products, 
Mennen,  and  Parade  accounts;  was 
previously  media  buyer  on  food  and 
drug  accounts  at  Cunningham  & 
Walsh  for  two  years;  was  a  buyer 
at  N.W.Ayer  and  Dancer-Fitzgerald- 
Sample  before  that.  He  began  his 
career  as  a  media  analyst  at  the  William  Esty  agency  after  graduation 
from  Hofstra  College  (Long  Island),  where  he  majored  in  marketing.  Val 
and  his  wife  Priscilla  and  16-month-old  son  Mark  live  in  Glen  Head, 
Long  Island,  New  York,  where  Val  spends  much  of  his  spare  time 
working  on  do-it-yourself  projects. 


in 


SPONSOR 


si  V  1  1  Mill  R 


I'll.:; 


YOUR  MAN  IN  THE 
TWIN  CITIES! 

Your  sales  story  never  sounded  so  good, 
as  it  does  spoken  by  —  or  supported  by 
-  WLOL's  Big  5  personalities!  Give  your 
product  an  airwise  salesman  like  this! 


Carson  Rennie  &  Co. 
6-10  a.m. 

What's  Rennie  got  in  the  bag?  Wake- 

lup  music  for  one  thing.  And  music  to 

keep    em  up  and  humming.  Plus  a  big 

(parade  ot  WLOL  news  reporters  .  .  .  time 

signals,    temperature,   weather    reports, 

the  lowdown  on  highway  conditions,  right- 

rom-where-theybite    fishing    tips,    the 

)rning  edition  of  WLOL's  exclusive  AIR 

VATCH  traffic  reports  .  .  .  even  timely 

reports  on  buses,  planes  and  trains  that 

aren't  on  time.  He  also  has  in  there  the 

jwest  Pulse,  which  shows  a  4  months 

Jdience  increase  of  85V*  Why  not  tell 

arson  Rennie  to  take  his  foot  off  the 

ag  and  add  your  commercial  to  the  Twin 

Cities'  most  popular  a.m.  radio  show. 


'  Puis* 


Not    Dm.   1962  n.   Mar. -Apr.  1963. 


Wl- 


NEAPOLIS  •  ST.  PAUL 


LARRY  BENTSON.  Pretidtnt 

Woyne    Red    Williams,  VicePrej    &  Gen.  Mgr 

Joe  Floyd,  V.ce-Prej. 

Represented  by  AM  RADIO  SALES 
—  A  BIEHSI  STATION 


NEW  PRODUCTS 

I  he  pi iin.ii\  reason  that  sp< 
.1  li,  ,i\  v  |)l.t\  from  ui  w  pi 
IH  is    is    thai    .1    market  b)  mai 
rime  buj  tag  system  allows  not  just 
<i. , pin,  ,(|  sel<  <  lion  but  also  <l"l 
I. ii  weightings  that  ar<  <  ompetitive 
K  balanced  in  a<  >  ord  with  tli<-  lif< 
lAl  |es  oi  "ili-  i  brands   i  imp  ii 

For  examplt    Pro<  t<  i  &  ( Iambi 
t\  sin  i  .ss  is  si  imetimes  thought^  » 
K  dismissed  .is  the  i  rushing  \  i< ' 
..I  .in  enormous  budget 

It  s  tin.   that  w  ith  s~>7  million   a 
lot  i  .in  1>.  done   But  i  areful  anal) 
sis  oi  hov  the  mone)  s  spent  reveals 
that  IV\(  ■  liis  a  lot  more  on  the  ball 
ili. in  mere  fori  e 

In  L96]   three  oi  P&G's  nev  prod 
in  is  had  spot  budgets  whi<  h  rang<  d 

from  around  $1  I KK)  to  $2£00 

(mmi.  But  the  average  "I  dollars  sp<  nl 
per  spot  market  ranged  from  less 
than  $9000  to  more  than  $21,000. 

In  man)  nl  these  markets,  spend- 
ing nl  the  liner  P&(  •  brands  was 
equalled  and  frequent!}  topped  In 
smaller  companies.  In  three  mori 
new  -produ<  t  launches  during  L961 
I  W( .  each  time  committed  KHi'  <  oi 
the  budget  to  spot  t\  —but  look  at 
il„  range:  Stardust,  $28,500;  Thrill, 
$65,800;  Gain    $159,700 

Size  is  tlms  ..nix  ,i  part  "I  the 
s.  i  ret  the  manner  in  «  bi<  l>  I'M  • 
varies  ad  weight  from  product  to 
produ<  i  .ind  market  to  markel  is  an 
important  part  oi  their  su< « •  ss 

Success  tells  the  storj 

sin,  e  To'  ■  "I  IV\(  ■  s  household 
volume  todaj  comes  from  n<  w 
products,  the  importance  "I  the 
broadcast  media  in  new-product 
launching  is  graphically  illustrated 
bj    the    company's    overwhelming 

SIH  i  ,   ss 

\  sidelight  on  tins  comes  from 
management  pundits  Booz-  Mien  & 
I  lamilton,  w  ho  once  report  d     I 
failure  ran  oi  oev  produ<  ts  differs 
surprising!)    little   between    tadus 
tries,  l>ut  there  is  .i  great  differ* 
in  t.iilni<  rates  betw<  en  companies 
Tins  appears  to  be  lai  gel)  a  reJ 
tn>n  on  the  differ*  n<  i  s  in  mana 
nil  nt  ellectix.  im  ss 

Maximizing  that  eff<  ctiv<  n<  ss  ap 
pears  to  be  job  that  radio  and  t\ 
(  an  .u  ( omplish  w  itli  enoi  mous  mi- 
pa<  t    \s  the  chart,  -  details, 

more  than  100  known  nev«  products 


.   introdui  •  -I  in  the  I 
of  this  year,  I 
.don,     I  nfortun  it<  I-     ,:  "' 

,1ns':  ip     With     sllllll.ll 

that  'Is"  plays  the  midv 

babii 

I  the  ,  lient  •  >nd  tl 

men 
ili. 

pened  to  th 

—  and  e\ er)    m  lu< t  ha 

make  its  mai  k  in  th)   w  i  rrld         ^ 

GHOULARDI" 

i  da)  time    surrealists   <  omi(    «  ith- 
.  mt  show  nr ■  signs  .  i|  strain 

Odd  Ii  "I  lus  tl,' 

.  in  rent   shov«  s  h.is  lult 

follow  tag.  Shot  k  I  In  aU  i  <  urrentl) 
urns  from  ">'  :  -  si.  a,-  dui 

its  I  nd.i\  night  slot   the  breakdi 
is    around    l  10,000    men     155 
women    L04  <*mi  tt  -  us  and     to  the 
disma)    "I    man)  (,l  -IHI 

childrt  n 

\\\  compai  ison,  the  earl)  -evening 
iik)\  ic  hosted  b)  <  Ihoulardi        N 
ind. t\  s  .lis.,  returns  .i  bal  idi- 
,  ii, .     from  its  Vi'  -  sl,  ,i. 
.low  ii   \  ields   around    67,000    rm 
si  (mmi  women 
i  i  bildren 

\\  |\\  s  iii. uli.  .ii  ;  is  evolved  its 
"\\  n  tr.  hniques  f<  rr  dealing  with 
parcels  "I  dead  goldfish  and  live 
kits  Anderson  has  no  plans 
i.i.Ik  .AU  alter  Ins  relaxed  si\  le  oi 
living,  and  the  Chamfo  '    »m- 

merce  nov«   signposts  < 
"tin-  liniiit'  "I  ( Ihoulardi. 

Bu<  li.m.iii  \  mdic  ated 

Ml  in  all,  as 
advertisers  and  time-salesmen  ! 
found    there's  justify  ation  I 
Buchanan's    gleeful   claim    that    in 
( Ihoulardi    1  me   tin- 

hottest  local  personality   in  the 

nted  that  tli<-  station 
luck)   in  ftadinj 
it's  then  levelop  I 

sh.  its    technit  ians    and    di- 

.  .Ill    de\  is.       It 

dication    plans    are    fruitful 
markets  ma)   1  nit) 

SI  liltllll/.      .1     sii; 

du<  tion,  It  th"  l.sson  is  well  lean 
tins   t\    e\|  hould  be  b 

lated  mt"  the  s<  I  man)  i 

.id\  ert  iser  s  —  w  if  I)    or    wit  I. 
Choulardi.  ^ 


sponsor  •_•  sM'n  MiuR  I  96.1 


M 


WEAVER  STRONG  FOR  UHF 

(Continued  from  page  33) 

where  you  can  get  your  patrons  and 
sponsors  and  work  one  way. 

Or,  are  they  going  to  be  part  of 
the  entertainment  aspect,  and  if 
they  are,  their  problems  are  not  to 
use  the  fourth  re-runs  of  Maverick 
— which  was  a  good  show,  I  might 
say,  but  some  of  the  others  are  less 
good — that  isn't  the  way  to  really 
have  any  future  or  position  com- 
mercially. 

They  might  be  able  to  get  by, 
being  a  re-run  relay  point  for  a 
while  when  no-one  really  wants  to 
buy  them  anyway  because  the  sat- 
uration is  too  low — that  may  hap- 
pen. But  there  are  certain  directions 
in  which  they  can  really  be  support- 
ed by  advertising  money  not  now 
being  spent  in  television,  at  least, 
not  in  this  way. 

Q:  Why  is  there  any  need  for 
a  major  market  network  by  big 
trademark  advertisers? 

A:  If  you  take  a  trademark  brand 
that  has  a  major  television  exposure 
— two  or  three  minutes  a  week — it 
runs  now,  I  think  about  two-million- 
two  per  minute,  so  that  if  you  have 
three  minutes  a  week  you  have  six- 
million-six,  which  is  quite  a  bit  of 
money,  and  if  you  have  six  minutes 
a  week  or  one  hour,  that's  twelve 
or  thirteen  million  —  the  actual 
need  of  the  big  trademark  brands 
would  be,  after  first  national  ex- 
posure, to  move  into  the  major  mar- 
kets, the  top  forty  where  probably 
they  will  do  seventy-five  percent  of 
their  business  anyway,  and  fight  it 
out  there  for  brand  share-of-market 
in  their  category. 

The  best  way  to  win  share-of- 
market  for  almost  all  categories  is 
television,  and  if  they  could  spend 
their  money  and  pick  up — instead 
(il  six  minutes  now — if  they  could 
take  three  minutes  nationally  and 
take  the  other  three  minutes  and  in- 
stead gel  six  minutes  in  the  top 
fortj  markets,  or  nine  minutes,  to 
have  that  extra  power  where  they 
need  it — they'll  do  it.  There's  no 
question  about  that.  The  only  rea- 
son I  was  not  able  to  do  that  pre- 
viously was  not  because  it  wasn't 
ready  but  because  there  weren't 
enough  stations  to  mount  that  kind 
ol   an  operation. 

Q:    II  ould  it  be  fair  to  say  that 

ih<>  opening  up  of  the  u'm  will  be 


one    of    the    great    evolutionary 
steps  ? 

A:  Oh,  yes  .  .  .  they  should  have 
passed  that  law  ten  years  ago. 

Q:  You  described  yourself 
once  as  an  optimist  about  the 
general  future  of  broadcasting? 

A:  I'm  an  optimist  about  the  gen- 
eral future.  But  the  real,  sad  thing 
about  communications  is  when  the 
promise  is  not  met,  in  a  time  like 
we're  in.  We  have  gone  through 
this  really  complete  revolution  in 
society.  The  values  we  grew  up 
with  (at  least,  for  the  older  of  us — 
and  there's  a  whole  new  set  of  basic 
principles;  where  things  like  grad- 
ualism and  scarcity — fundamentals 
that  we  really  based  a  whole  way  of 
life  on )  have  gone.  The  one  instru- 
ment that  can  save  us  is  communi- 
cations, and  the  development  of 
communications  that  can  reach  peo- 
ple, wake  them  up,  change  their 
minds,  change  them  so  that  they  ac- 
cept the  drastic  modification  of 
what  they  believed  before  because 
it  wasn't  true,  educate  them  into 
new  modes  of  behavior  and  new 
ways  of  thinking  and  new  processes 
of  judgment,  towards  a  more  ma- 
ture and  disciplined  kind  of  indi- 
vidualism. 

Q:  Why  should  television  as- 
sume this  burden? 

A:  We  should  be  leading  this  op- 
portunity around  the  world  because 
we  know  the  most  about  audio- 
visual impact  on  individuals.  We've 
had  the  training,  we  really  are  the 
people  who  in  movies  and  radio  and 
in  television  do  know  this  field;  and 
yet,  so  much  of  the  effort  is  siphon- 
ed off  into  material  that  in  all  too 
many  cases  is  much  too  mediocre. 

We  should  be  working  out  meth- 
ods and  testing  them  and  working 
on  them  for  using  television  as  a 
world-wide  instrument  not  only  of 
communications  but  of  teaching 
and  of  information-relaying  and  of 
making  available  to  the  whole 
world  not  only  the  total  ol  mans 
knowledge — which  we  can  do  now; 
as  they  say,  at  the  push  of  a  button, 
at  the  speed  of  light,  you  can  know 
anything  or  be  present  anywhere 
you  want,  it  you  look  ahead  a  tew 
years  to  the  satellite  transmission 
s\  stem. 

I  might  say  that  this  has  been 
known  to  most  ot  us  at  the  planning 
level  for  fifteen  years;  Arthur 
Clarke's    first    diagram   of   this   he 


brought  to  me  in  1949;  the  cartridge 
television  system  that  was  in  the 
paper  this  week  is  something  that  I 
personally  outlined  to  BCA  in  fifty 
one  as  the  shining  center  of  the 
home  that  was  to  come,  and  that 
what  we  had  to  do  was  bring  the 
people  up  so  that  when  we  got  to 
where  they  were  running  in  and 
buying  spools  of  cartridges  and  tak- 
ing it  off  the  air  that  they'd  want 
the  opera  and  ballet  and  the  \isit 
to  an  art  exhibit  and  history  re- 
dramatized,  and  that  sort  of  infor- 
mation and  not  just  escape;  that, 
too,  but  not  just  that. 

And  we  are  in  too  many  cases 
pressing  too  hard  on  just  escape. 
Now,  when  you  say  'what  about  the 
advertiser  and  the  agency?',  re- 
member we  buy  what's  available. 
There  are  uses  for  us,  when  we  go 
into  print  advertising,  if  we  want  to 
adv  ertise  in  the  Scientific  American 
or  the  Beporter  or  US  News  or 
Newsweek  or  Time,  we  can  do  that 
...  on  television  our  ability  is  more 
limited.  There  is  no  program  like 
Sports  Afield  is  in  printing,  in  spite 
of  the  fact  I'm  sure  there  are  fifteen 
or  twenty  million  fellows  who'd  be 
glad  to  look  at  it — in  fact  they'd 
probably  pay  money  to  go  to  the 
movies  and  see  one  show  a  quarter 
that  covered  the  coming  sports 
ev  ents.  This  is  because  we  arc  in  an 
audio-visual  revolution  and  these 
things  will  come. 

Q:  W  ill  the  agency  play  a  big- 
ger part  in  the  programing  of 
the  future? 

A:  There's  place  for  the  agency  in 
programing  and  it  will  come  back 
again  because  of  the  nature  of  what 
will  happen.  But  I  have  not 
changed  my  name  about  who  has 
to  call  the  shots  in  this  business;  it 
has  got  to  be  the  management  ■ 
the  audio-visual  enterprise,  whether 
it's  called  Paramount  Pictures.  Co- 
lumbia Broadcasting,  or  X. 

It  cannot  be  McCann-Erickson  or 
Young  and  Bubicam;  it  just  wont 
work  out  that  way.  We  are  working 
for  our  clients  and  we  will  represent 
the  views  of  our  clients.  Now,  indi- 
vidually, main  of  us  in  the  business 
w  ill  in  addition  try  to  do  things  that 
are  good  for  the  business  and  try 
to  project  things  that  togethei 
somehow,  we  can  get  on  the  air. 
But  the  management  is  still  the 
management — and  they  call  tin 
shots.  ^ 


II 


ft 


SPONSOR 


si  1-1  1  Mill  K 


1 963 


COMMERCIAL 
CRITIQUE 


Trends,  techniques  new 
styles  in  radio  tv 
commercials  ire  evaluated 
by  industry  leaders 


The  secret  ingredient  of  failure 


By  LARRY  MULLER 

|nst  look  .it  (lie  commen  ials.  Lis- 
ti-n  to  the  messages.  For  ever)  one 
tli.it  delights  and  sells  you,  or  even 
Interests  you,  how  man)  bare  you 

sick  —  or  i'wm  worst*,  get   you  so 
■ngn   tli.it  you  sweat  you'll  nevei 
l)n\   th.it  brand? 
Out  ol  tlu-  more  than   io.ikki  t\ 


w  horn  da  we  think  we're  talking 
to? 

Mosl  commer<  ials  simpl)  don  t 
t.ilk  to  people  Don't  you  gel  the 
feeling  tint  they're  eithei  trying 
to  sell  to  .1  bundle  ol  st.itistu  s  i> 
male,  25  7  yean  old,  _  1  <  Initio  n 
famil)  mi  ome  $7  ds  ;  "i  t . .  some 
kind  of  simple-minded  yuks  who  can 


8:03 


GOiUm  \H 


Go  Go  Goodyear  Commercial  is  Simple  and  Successful 

\iul  its  tli. iii,  clear  and  direct  It  talks  to  people.  Talks  to  them  straight 


immercials    produced    last    year 

>nl\    lit)  ol  tlifin  were  verj   good, 
cvonlinii  to  llarr\    Stoddart's  arti- 
cle on  tin-  \nnTH'.in  t\  Commercials 

Kt'Sth.ll    i  SIDNSOH   l)    \|,i\ 

Tin-    stoi  k     answer     to     this,     ol 
oius(     is    suit,  most  commercials 
Mink,  hut.  hoy,  do  the)    s(||  mer- 
chandise! 
But  do  the>  ? 

\    recent    house   .id    tor    \     \\ 
ATr  points  out    that   onl)    one  out 
f  three  commen  ials  reall)  sells  the 
:<>ods 
\\\w  this  fantastic  wast.- - 
Underlying    the    sins    ol    word) 
iters,  art)  art  directors,  pass-the- 
ick  producers,  quick-change  com- 

ittiis       and       play-it-safe       plans 

Tih  is  tin'  secret   ingredient  of 
allure. 
Contempt  tor  people. 


be    huckstered    out    ol    thru    rent 
mone)  ? 

Fortunatel)  t> or  the  future  ol  oui 
country,  thru-  arc  people  out  there 
in  "Radio  and  Television  Land 
People,  even  as  thee  .mil  me  \ 
good  man)  ol  them  a  good  deal 
smarter.  <  M  <  ouis<\  w ,■  ,,n  know 
this  —  hut  why  do  so  man)  of  us 
,u  t  as  it  it  w  run  t  true? 

( )iu-  hallmark  ol  e\ er)  ^••■>d  i om- 
iiiiii  i.il    \  ou've  ever   w  ritten,    ; 
duced,  sponsored  ot  envied  is  that 
it  talks  to  people  in  a  b<  lievable 
wa) 

Tin-  good  ones  demonstrate  that 
commercials  can  he  simple  without 
being    simple-minded     "i    u    d 
in  rd  to  In    .i   Phi   BV  '■    to  di-:  the 

( •"  ( ."  ( d)  in   stufl        Ci     k'  ! 

|.u  k  or  t  )/"ii  I  [ail  s  \ 

G     tit  ommen  ials  a<  hit  \  e  belii 


abilit)  b)  talking  straight    I 

pie   Not  up  tin-  tame  tin  d 

formulas    i  ramming   in    I  -~   i  op) 

points    "i    n  and  r< 

until  tin-  mind  |ust  tui ns  i  it 

\ml   it's  nut    |iist  a   ii 

nique   <  >i  mont       I 

nun  ials    ti  it  ked   OU(   V»  ith  ,i 

thousands   m    unnecessary    anima 
tion    t  !■  t  to. mi    sound   »*!•-<  ts  and 

lulu  optet    slmts    gh  .■   you   tin-   Ii  i  I 

ing  there  §  less  than  meets  tin-  . 

ii    and    again    1 1  rnimeri  ials 
with     extensive     expensivi 
niques  which  I     •  l  in  the 

\  n\v  in.;  i  ■  >•  •  1 1 1  In  unh  out   in   tin    li\ 

ing  rot  mi 

\iul  all  too  often  tin- 1  ommen  ials 
that  get  tin-  biggest  laughs  wen 

HU. lilt    to   he    1 1 1 1 1 1 1  \ 

In  one  respet  t,  though,  1 1 
thi-inill   t\    i  ommen  ials  seem  ab- 
solute!)   great   w  Inn   you  i  ompan 
thrin  to  toda)  s  radio  commercials 
ever)    \itlnu  ( .■ dfre)  i 'i  ( lulli- 

gan    Man    spnt    thin     an     an    nit  oil 

ible  number  oi  spnns.Ms  talking 
gibberish. 

I  he  common  drnoinin.it'  n  .>i  .ill 
this  u  asted  mone) .  time  and  talent 
is  that  these  t  ommen  ials  are  di- 
re* trtl  at  a  in\  tint  al  low  rst  i  ouinioii 

denominate]  ol  the  audient  e  \nd 
thr  audience  is  getting  prett)  wear) 
ol  waiting  l"i  tin-  advertisers  t" 
come  up  to  their  \e\  el 

■ii  it  s    and    sponsnis    aris 

thr  first  mi  your  block  to  advertise 
to  people.  \nd  \ "ii  11  be  thr  lust  to 
leave  \<"ir  blo<  k  for  a  \  ilia  in  \nti- 

bes,  a  Smith  Seas  island — or  would 

\ on  pit  in  t"  bu)  Manhattan?    ^ 


LARRY    MULLER 


I  .ion     Mtillii .    \  u  t    president 
.mil    associate    creative    directm 

a  niiiIU  i   v\    I  Ii  mil  -  ^  ed 

there   l»*    wa>    ol    \M  ann  I  rick- 
son.  Cre>    \iK ertiiinR  liu    .mil 
(  lis    I  ili  -\  isi.m    Some  oi  bis  best 
lot-nils  .in-  people 


PONSOR 


-'    SEPT1  MBI  K     I1"'  I 


WASHINGTON  WEEK 


News  from  nation's 
capital  of  special 
interest  to  admen 


"A"^T  The  FCC  should  forget  the  old  nostrums  of  program  categories,  and 

arbitrary  limits  on  commercials ,  and  instead  cure  broadcasting  ills 
with  diversity  of  control,  and  heavier  doses  of  news  to  offset  advertising. 

This  is  Cmr.  Lee  Loevinger's  preference  in  dealing  with  two  of  the 
commission's  toughest  problems.  Loevinger  told  the  Association  for  Edu- 
cation in  Journalism  last  week  at  its  Nebraska  convention,  that  program 
mediocrity  and  over-commercialism  are  symptoms  of  a  graver  blight.  TV 
particularly  suffers  from  concentration  of  control,  lack  of  competition, 
and  a  dearth  of  true  journalism,  he  said. 

Journalism,  by  a  "diversity  of  voices"  is  the  one  field  where  licensees 
have  full  right  to  claim  immunity  from  regulation  of  entertainment  and 
commercial  programing,  Loevinger  believes.  This  is  the  basis  of  news- 
papers' "First  Freedom"  under  the  Constitution. 

Broadcasters  should  swing  out  journalistically,  develop  their  own 
Broadcast  News  Association,  and  drop  the  AP,  UPI  news  service  crutches. 


"^"^  The  public  in  general  is  satisfied  with  its  tv  entertainment ,  and 
"any  effort  at  direct  control  of  programing  is  not  only  wrong  but 
futile , "  Loevinger  believes. 

By-passing  the  commercial  program  rating  services  here  as  discred- 
ited, Loevinger  delved  into  other  research,  British  and  American,  for 
proof  that  tv  is  accepted  by  viewers  as  a  mass  medium.  For  anyone  to  expect 
consistently  high  level  in  2,000  programs  devoured  annually  by  viewers 
who  want  it  almost  around  the  clock  is  "simply  foolish,"  he  declared. 

Loevinger  admits  that  egghead  minorities  have  a  basis  for  complaint 
that  tv  is  not  living  up  to  its  potentials — he,  himself,  prefers  reading. 
Then  he  points  out  drily  that  not  only  the  lowbrows  but  the  elite  who  howl 
for  uplift  are  found  to  prefer  entertainment  programs  9  to  1  over  the  infor- 
mational. But  they  all — literate,  semi  and  illiterate — like  news. 


•fcj{   Loevinger would  leave  the  individual  broadcaster's  programing  domain 

alone,  but  not  the  radio  and  tv  services ,  which  he  considers  a  com- 
petitive industry  based  on  limited  number  of  privileged  licenses. 

He  would  attack  concentration  of  control  by  revamping  multiple  own- 
ership standards.  He  would  attack  over-commercializing  by  requiring  that 
commercial  time  be  at  least  matched  by  news  time.  Crude  as  this  is,  he 
argues,  it  is  better  than  arbitrary  advertising  limits. 

With  antitrust  fervor,  Loevinger  hopes  dispersal  of  ownership  will 
get  first  choice  at  the  FCC  over  multiple  owners,  in  spite  of  latter's 
programing  know-how.  He  wants  to  bar  any  additional  newspaper-broadcast 
dual  ownership.  He  worries  over  danger  of  concentration  by  network  and 
affiliate  programing  which  dominates  for  all  but  35  tv  stations. 

Loevinger  hopes  that  UHF  will  provide  a  base  for  diverse  and  competi- 
tive tv  service  that  could  provide  the  equivalent  of  radio's  almost  limit- 
less range  of  programing — everything  from  rock  'n'  roll  to  Shakespeare. 


I  I 


SPONSOR   2   SI  vw  miiir   1963 


SPONSOR  WEEK        Advertisers  and  Agencies 

States  put  $10.3  million  in  travel  ads, 
but  only  $206,000  goes  to  radio  &  tv 


The  nation  s  50  states  w  ill  spend 

.nine  $10   !  million  tin   torn  ist  ti.i\  .1 

idvertising,  promotion,  and  public 
elution.s  in  1963.  The  amount  is  up 
i.m  from    I962's  $9  5  million,  a< 
xirding  to   Long    advertising  and 
Marketing  Publications  in  its  / 
Vi  tlt>i>m<  nt    \<h  iriising  Reports 
There's  :i  bleak  note  in  the  repoi  t 
lOwever,    from    the    broadcasting 
u'\\ ;  onl)  one  oi  <\  erj   li\  e  states 
lies  radio-t\   advertising,  with  aii 
ifllings   totaling  but   $206,000.   Oi 
In-  lattei  amount,  one  state,  North 
Igrolina,   spends   sl  I (>.< hk»   m   air, 
o  st. Hid  head  and  shoulders  above 

If  rest 

Tlir  report  shows  that  the  various 
\it<      development      commissions 

lave    a    total    oi     (27.6    million    to 

pend.  ( )t  tins.  s|  1.2  million  is  ap- 
propriated for  tourist  travel  and 
odustrial  development  advertising, 
►ublic  1 1  lations,  ami  promotion. 

\\  hen  it  i  nun's  to  a(\\  ertising  for 
odustrial  development,  print  media 
ive  a  complete  monopoly.  The 
Vail  Sin  it  Journal.  Business  Week, 

ortunc.    Duns    Review,   and    otliei 

imilar  publications,  plus  a  numbei 
>\  newspapers  are.  virtually,  the 
nl\  ones  receiving  industrial  d<- 
elopmenl  advertising  budgets 

For  torn  ist  travel  promotion, 
owever,    media    choice    is    more 

it  hi  I.  though  print  maintains  its 
trong  |>Msitn>n  Mam  states  use 
ewspapers  in  their  surrounding 
peas,  plus  occasional  use  oi  Nev 
ark  newspapers,  national  maga- 
regional  editions  oi  /\ 
'.Utile,  and  other  media. 

With  the  exception  of  North 
arolin.i.  which  makes  broadcast 
iedi.i  its  major  outlet  exceeding 
lint,  the  other  nine  states  devote 
nl\  pittances  to  radio  ami  t\  \ew 
rs(  \ .  for  example,  spends  sIihmi 
n  air  time.  Georgia,  Mo.(MK).  \\  est 
irginia,  $15,000;  Michigan,  not 
iported;  Wisconsin,  ^s.lixi,  Mis 
■iiri  $3,000  Arkansas  Mo.ikm).  \\  x 
ming,  not  reported,  and  Oregon, 

12,000 

It's  not  for  a  lack  oi  funds  either, 
tate  budgets  tor  tourist  travel  and 


pi  omotion  are  high  in  si  ime  <  ases 
I  oi  example:  Floi  ida's  toui  ist  bra> 
el  advertising-promotion  budget  is 

$1,703,044;        Hawaii's        foi        pun! 

media  s")(i7  1 12  \  irginia's  $1  050 
imk)  foi  two  \e.us  Kentw  U\  $401 
588 

The  major  amounts,  m  addition 
to  heav)  use  oi  magazines  and 
newspapers,  go  foi  booklets  and 
brochures  audio-visual  aids,  et< 
\  large  amount  also  goes  lor  admin- 
istration. 

W.  Va.  stays  with  'Club' 

'The  \\  est  Virginia  I  )epai  bment 
oi  (  oinmeiee.  which  last  \ e.u  "ex- 
perimented" lor  the  first  tune  w  itli 
network  radio  to  promote  tourism 
returns  t> i  \ IU  Radio  to  sponsoi 
Breakfast  Club  lor  the  second  con- 

set  utl\  e   \  e.u 

I  lulett  (  !,  Smith,  eonmiissH  inei   I  'I 

the  \\  est  Virginia  1  )epartment  oi 
( lommerce,  said:  \\  e  feel  that 
commercial  messages  on  Breakfast 


(  luh  played  an  Important   put   in 

the  ,,\  i  rail  illsin  in 

state    last    \. 

\\  est      \  ii  -mi. i      a  ill     .,i\      its     tall 
toil!  I  sin    i    u  np.  i 

i<l     also 
idllCt       a       s|  •! 

luh    m     \plil     Me        md 
1 1 1 1  ■•  -       \    highlight    Oi     the    tall    <  am 

paign    w  ill     l»     Brt  ai  >l>  i 

broad)  asting  foi  dircctl) 

from  W  est  Virginia  s  <  Ireenbi  it  i 

suit    III    \\  lllte   SulphU!    Spi  III 

Mattel  aids  competitors 
by  licensing  'tv  stars' 

Mattel    lii.     which  re<  entl)  sold 
In  .  rising  i  ights  to  time  mi  r< 

p  Mill   s     to     produ<  e     it'Ill  I     to 

lis      i  iw  lied      (  hal.u  t.  Is     Such 

mi  n  handising  is  big  busini 

pi  i  ia IK    sun  ■•  man)    i  't   them 
ahi i  animated  t\  persi tnalitii 

I  In      tn\     ni.uiutat  linn     (  mieiitlv 

has  al t  2(t  <  ompanies  in  its  h 

sin'1,  network,  manufacturing  m 
than  175  items   man)  oi  « hit  h  an 
related   to  well-known  fictional   t\ 
st.us    Matt)    Mattel     Sistei    Belle, 
I )    I     I  Hsh<  mest   fohn     and  B' 

and  (   eell 

The  charai  ti  is  well  as  the 


Koepplinger  Baking  rises  to  occasion 

i      veland  distril  Arnold   Hi 

tor  lln    (irst  t  ii  iw  -  u  itli  a  foul 
which   «.is   tiniitl   tn  coincide   with    - 
Campaign  was  knki.l  ofl    it   station 

liandising  mgi  kiu    l\    ~  .!.  ~   : 

.mil  baker)  pn 
m.m  was  apprised  ot  times  tl><  spits  would  iln»r 


'ONSOR    '_'    SEPTEMBER     1963 


SPONSOR  WEEK 


Advertisers  and  Agencies 


to)  dulls  of  the  characters  —  are 
Mattel's,  but  company  does  give 
i  mhts  to  manufacture  related  items 
such  as  sweaters,  pajamas,  pools. 
playballs,  etc.,  using  the  character's 
name  and  imam'.  Manx  characters 
appearing  on  tv  arc  also  sold  as 
toys  but  Mattel  was  one  of  the  first 
and  is  the  largest  company  to  own 
and  merchandise  its  own  characters. 

Some  of  the  big  companies  mer- 
chandising  tv  characters:  Screen 
(.cms  |  Hanna-Barbera  characters), 
Licensing  Corp.  of  America  (  Dobie 
Gillis,  The  Rifleman,  Bullwinkle), 
Weston  Merchandising  ( Dr.  Kil- 
dare,  Patty  Duke,  Mr.  Novak), 
JAC  (Lucy.  Ben  Casey.  My  Favor- 
ite Martian  ). 

Mattel's  characters  all  draw  large 
kiddie  audiences.  This  is  one  secret 
to  great  demand  to  merchandise 
items.  Steven  Markelson.  vice  pres- 
ident of  Pressman  Toy  Co.,  one  of 
the  29  which  manufactures  items 
related  to  Beany  and  Cecil,  says: 
"There's  no  question  about  the  fact 
that  tv  made  Beany  and  Cecil  and 
also  makes  our  sales.  If  the  ratings 
went  way  down  on  the  program, 
chances  are  we'd  drop  the  product 
as  there  would  be  a  sharp  customer 
reaction."  (Pressman  makes  Beany 
and  Cecil  peg  chest,  ring  toss  ^ime. 
toy  chest,  blackboard,  bean  bag 
game,  pull-peg  pounder,  finger 
paint  set,  and  skill  ball  game.) 

Mam  of  Mattel's  dolls  that  are 
not  characters  on  tv  shows,  such 
as  Barbie,  Ken.  and  Chatty  Cathy, 
and  many  other  toys,  arc  advertised 
on  t\ .  howex  er. 

Mass  communications  data 

Efforts  of  the  Television  Bureau 
of  Advertising  to  spur  new  basic 
research  in  mass  communications 
moved  .mother  step  last  week  with 
the-  publication  ol  Television  and 
Human  Behai  ior  b\  Appleton-Cen- 
tur\  -( aolts. 

The  book  contains  complete  de- 
tails ol  IS  research  plans  selected 
for  prizes  1>\  the  Governing  Com- 
mittee under  the  acjis  of  TvB.  The 
winners  were  originally  announced 
in  October  L961,  following  a  com- 
petition of  approximately  a  year. 
The  competition  was  open  to  all 
and  broughl  returns  from  man)  out- 
side the  Held  ol  broadcast  advertis- 


Corking  promo  for  Armstrong 

Armstrong  Cork  will  offer  viewers  an 
eight-page  "Guide  to  Vinyl  Floors"  in  its 
commercials  on  CBS  TV's  "Danny  Kaye 
Show,"  beginning  25  September,  in  the 
largest  seasonal  advertising  and  promotion 
campaign  in  the  history  of  the  company 

ing.  The  book  is  edited  by  Leon 
Arons,  TvB  vice  president,  and 
Mark  A.  May.  chairman  of  the 
Governing  Committee  which  select- 
ed the  prize-winners.  While  not  for 
general  reading  purposes,  the  book 
may  be  of  interest  to  those  special- 
izing in  theoretical  research  and  in 
academic  circles. 

Johnson  Pie  cooking  up 
w.  coast  Yule  spot  promo 

Pies,  free  recordings,  and  satur- 
ation spot  radio  schedules  will  be 
the  ingredients  in  an  unusual  pre- 
Christmas  promotion  in  the  Los  An- 
geles, San  Diego,  Phoenix,  and  Tuc- 
son markets  by  the  Johnston  Pie  Co. 
via  Grey  agency,  L.A.)  in  a  tie-in 
with  the  Audiorama  Corp.  of  Amer- 
ica. 

The  twin  promotion  will  oiler  a 
free  recording  to  some  2  million 
Johnston  customers  who  purchase  a 
mince,  apple,  or  pumpkin  inc.  Al- 
bums are  Dickens  Christmas  Carol, 
The  Legend  of  Sleepy  Hollow, 
Courtship  of  Miles  Standish,  Latin 
American  Dance  Music,  and  Lihary 
of  Congress  Folk  Songs. 

Each  pie  will  be  labeled  "Free 
Record  Coupon  Inside."  and  be  re- 
deemable through  a  Johnston  P.O. 
Box  address.  Campaign  gets  under 
w  a\  in  early  October  and  continues 
until  Christmas.  In  addition  to  spot 
radio  schedules,   point-of-purchase 


promotions  will  be  used,  along  wit! 
trade  insertions. 

AudioramS  produced  the  speed 
recordings  as  a  custom  assignmen 
for  Johnston.  Scripts  were  writte 
and  produced  by  production  din 
tor  Jen  Noyle.  Talent  was  provide 
by  Celebrity  Players  Company  an 
records  are  on  a  new  lightweigl 
unbreakable,  scratch-proof  plastic- 
Each  of  the  Platter  Books  is  offeree 
for  50c  or  $1.00  and  a  Johnston  Pit 
label. 


il 
T 


Fantastick  covers  N.Y.C. 

Hazel  Bishop  launches  its  nev 
Fantastick  imperial-length  lipstic 
in  the  New  York  metropolitan  are; 
tomorrow  (3)  with  a  saturatioi 
campaign  on  WCBS-TV,  WNBC 
TV,  WNEW-TV,  \\ OB-TV.  and  a 
least  one  radio  station. 

The  video  drive  will  feature  t\v 
one-minute  commercials,  and  th 
campaign  is  projected  to  be  evei 
more  intensive  than  that  to  intro 
duce  the  company's  Color  Plus  nai 
enamel  and  strengthener  in  the  are; 
tw  o  years  ago. 

Few  biased  goods  pushed 
via  tv  ads,  says  Tower 

"There  is  very  little  advertising 
on  television  which  involves  pro 
ducts  or  services  which  are  dis 
tributed  on  a  discriminator)  basis, 
says  Charles  II.  Tower,  executive  l 
vice  president.  Corinthian  Broad  :il 
casting. 

Obviously  referring  to  an  accuf" 
sation  made  recently  ago  in  Nev 
York  by  Dr.  S.  I.  Hayakawa  at  th. 
International  Conference  on  Gen 
era!  Semantics.  Tower  told  th 
kiwanis  Club,  Brooklyn,  that  tin 
overwhelming  bulk  of  tv  advertis 
ing  falls  into  two  categories.  "Tin 
first  includes  low-cost,  high-turn  W 
over  items  such  as  food,  cigarettes 
gasoline,  toiletries,  and  the  like, 
he  said.  "The  second,  mass-dis 
tributed  hard  goods  such  as  re  trie 
erators,  television  sets,  and  auto 
mobiles. 

"Generally  speaking,  these  pro 
ducts  arc-  just  as  available  t< 
Negroes  as  they  are  to  whites 
Service  establishments,  where  tin 
possibility  ol  discrimination  exists 
such  as  restaurants,  hotels,  motion 
picture    theatres,    and    real    estat* 


* 


16 


SPONSOR 


sir  1 1  xuu  k 


196: 


lev  elupments,  make  up  a  verj  small 
■pure  ol  t « •  1  *  -  v  ision  .nK  ei  tising 

Tow ii  pointed  out  thai  tv  should 
h-  praised,  rathei  than  blamed,  Foi 
he  role  it  has  played  in  the  present 
i\il  rights  situation.  He  said  news 
average  oi  ra<  ial  tension  has  been 
M)th  courageous  and  responsible, 
loiiiiiiiiit.n ics  l>\  both  networks 
mil  local  st.«t ions  have  probed  the 
irohlem  in  depth,  and  discussion 
nid  interview  programs  provide 
xiints  o|  view  on  .ill  aspects  ol  the 
ontrov ti s\ 

"Tele\  ision  ob\  iousl)  cannot 
oKc  the  complex  problem  ol  racial 
equalit) .  I>nt  it  can  and  has  con- 
ril)iitfd  in  .i  major  wav  to  its 
inlci standing,'   he  s.iid. 

irds  Eye  back  to  web  tv 

n  3  series,  1  CBS  spec 
Birds    Eye   division    ol    General 
Poods  retui ns  to  t\  this  month  after 


.in  eight  \  eai  absent  e,  as  .i  sp.  >n 
ol  three  (  H^  se>  ies  and  ■  me  spe<  ial 
I  In  in,  (I    on    the     Quiet    <  oi  n<  i 

(the  > egetable  poi  tion  "I  the  d i 

plate  I   the  campaign  ku  ks  ofl 
Septembei  i m  the  spe<  ial,  < '/"  '"" 
\  i  hi ,    Ic.itni  ing    ( IBS    headlinei  s 
|.K  k  Ileum    ( Janrj    Moon     Lu<  ille 
Ball  Phil  Silvers,  \n.K  Griffith,  and 
Danny   Thomas 

This  w  ill  be  toll<  iv»  ed  l>\  pi  >  imo- 
tion  in  I  In  vhd  sdi  1 1 1  Shou    bow 
ing  5  <  U  toll,  i    /  //,   Damn/  Thomas 
Shou     how  ing  7  ( )( tobei    and  in 
I  In    indy  Griffith  Shou  in  selected 
.no. is  ol   the  country     In  addition 
Birds  Ej e  v*  ill  supplement  its  net 
w i irk  t\   with  ,i  hci\ \   schedule  ol 
prime  time  sp<  its  in  the  majoi  mai 
kets 

The   t\    campaign    will    be    pre 
\  iewed  in  full-coloi    spe<  ial  four- 
page  ms,  its  in  Septembei  issues  ol 


lit  fnrzen  I I  an 

magazines     followed    l>\    .1    dii 
mail  nd   di 

ii ibution    to    <  ust. h 

(  hure  des<  i  ibing  the  prom  itii  m 
I  rozen  dishes  stressed 

I  .  itured  in  the  <  ampaign  w  ill  h< 
In izen  v egetabh 
ten  oi  w  hh  h  are  i  ui  rent!)  a\  ailable 
.mil  the  othei  three  to  b<   launi  hed 

next    th     I  he   advertising   w  ill 

h  ■(  us  ait,  ntn  in  on  frozen  vc  :>  table 
dishes  .is  .i  pr< ifitable  item  l"i  t 
stores  .mil  a  qualit)  value  l"i  shop- 
pei  s,  .•  Is.  i  emphasizing  interest  i 
\ (  in.  in  e   ex<  itement    and  app  I 
appeal. 

On  the  ( ■  msumei  magazine  side 
the  three  new   dishes  will  be 
nounced    in    lull  p  lor 

print  .ids  in  the  Novembei  issues 
ol  \l<(  nil's  Ladies  Horn*  Journal 
.mil  /;.  ff<  i  II  in.  j  ,    ( lardt  ns 


Chemstrand   still   sole   Liz   sponsor 


CHEMSTRAND  CORP.   has  Net   to  assign   partial 

b  sponsorship  to  another  advertiser  for  "Elizabeth 
aylor  in  London,  slated  for  airing  t>  October  on  (  IIs 
\  and  (  .m.id.i  s  (  !BC  TV  and  one  of  the  most  c\pcn- 
i\e  hour  programs  ever  produced.  Chemstrand,  x i.i 
toyle  Dane  Bernbach,  has  picked  up  the  program  di- 
ed from  its  producers — Television  Productions  ol 
uiicrica  (Phil  D'Antoni  and  Norman  Haeri — and  will 
sc  it  lor  institutional  advertising  in  behalf  ol  its  Ur\ - 
>n  .kin lie  fiber  and  (  uinulolt  nylon.  However,  it  had 

I. inncd  to  sell  oil  half,  as  it  did  when  it  picked  up 
ponsorship  of  the  hour-long  "Tour  of  Monaco  with 
'rincess  Grace,"  hut  negotiations  toward  this  end  arc- 
till  continuing.  The  Erst  production  of  the  relative!) 

cw  I)  Vntoni-Bacr  lirm.  the  London  special  uas  shot 
i  35mm  color  film  and  will  he  syndicated  throughout 
ie  world  after  its  CBS  telecast,  which  D'Antoni  and 
•acr  feel  will  attract  from  80-90  million  viewers.  \l- 
MMigh  declining  to  reveal  the  program's  total  costs. 
ie\  said  production  costs  alone  reached  $200,000. 
(Ided  to  this  are  salaries  for  the  writers  iS.  |.  I'crcl- 
lan  and  I  .on  Solomon  i.  producer-director  (Sidney 
mitli  I,  and  Miss  Taylor  (guaranteed  the  highest  fee 

vcr  paid  a  performer  for  a  single  show  i.  which  raises 
ie  overall  figure  to  astronomical  heights.   I  lie  shooting 

hedule  took  onlj  si\  weeks  lor  the  special,  with  Miss 
■ylor  beginning  lier  stint  2  4  June  after  completing 
er  acting  chores  for  the  motion  picture.  The  \  I IV 
I  \ntoni  and  Baer  said  their  future  plans,  ahead) 
BUred  ol  advertiser  backing,  call  lor  at  least  another 
lecial  evolving  around  another  famed  personality. 
hev    added   the)    plan   to   make   few    pitches    .is    such. 

ith  sponsor  commitment  to  come  first,  to  he  followed 
J  the  shooting. 


Miss  Taylor  at  birth  place 

\!hi\.-.   Elizabeth    ["ayloi  sips  champa  II 

Heath,   when    sh,    was   bom,   «  I 

I  )l  )M  si    v.p.-acct    supervisor  Joseph  Daly,  Phil  D'Ant B 

pnxl-ilir    Sidne)   Sinitli  '.itii   |)  \' .< ■  .i 


'ONSOR   _'  si  i'ii  miuk    lui,  ; 


SPONSOR  WEEK 


/  Advertisers  and  Agencies 


Account  men  must  think 
of  client  ads,  says  Lusk 

Today's  account  man  must  have 
a  keen,  vivid,  and  intelligent  inter- 
est in  advertisements,  and  a  very 
low  boiling  point  with  respect  to 
mediocre  copy,  according  to  Robert 
E.  Lusk,  chairman  and  chief  execu- 
tive officer  of  Benton  &  Bowles. 

In  the  agency's  internal  publica- 
tion, "Conversation,"  he  stresses 
that  "advertisers  are  not  going  to  be 
satisfied  with  an  account  man  who 
is  just  a  good  merchandising  man, 
or  a  good  walking  dictionary  of 
marketing  facts,  or  just  a  good, 
pleasant  contact  man  to  carry  the 
ads  from  the  copy  department  to 
the  client. 

"Clients  are  telling  me  that  they 
want  account  men  who  think  in 
terms  of  advertisements,"  Lusk  said. 
"I'd  sax  there  is  a  change  of  some 
degree  going  on  in  advertiser/client 
relationships.  It  is  not,  however,  a 
basically  extreme  one.  It  is  really  a 
reaffirmation  of  the  agency's  prime 
dutv    to    create    better    advertise- 


ments, and  that  responsibility  ex- 
tends to  every  member  of  the 
agency  staff." 

Overseas  ad  execs  join 
in  judging  IBA  awards 

Top  advertising  executives  from 
Europe,  Africa,  Asia,  and  Latin 
America  will  join  their  U.S.  counter- 
parts in  serving  as  judges  for  the 
fourth  International  Broadcasting 
Awards  competition,  sponsored  by 
the  Hollywood  Advertising  Club 
annually  to  honor  the  world's  top 
radio  and  tv  commercials. 

Accepting  the  club's  invitation  to 
participate  in  the  annual  competi- 
tion, the  Intl.  Advertising  Assn.  has 
agreed  to  organize  a  committee  of 
leading  admen  from  all  regions  of 
the  free  world  —  everywhere  that 
advertising  is  employed  as  a  tool  of 
industry  and  business  in  the  distri- 
bution of  goods  and  services  to  the 
consuming  public. 

Robert  L.  Dellinger,  president  of 
the  Los  Angeles  chapter  of  IAA,  has 
been  appointed  executive  chairman 


Borden's  Eagle  on  Mt.  Everest  expedition 

Borden's  supplied  it-,  Eagle  Brand  Sweetened  Condensed  Milk  and  Star- 
la<  Nonfat  Drj  Milk  for  this  year's  American  \lt.  Everest  expedition,  but 
won  i  lie  capitalizing  on  it  I'M  commercials.  Preparing  a  cup  ol  coffee  with 
the  condensed  milk  at  the  base  (amp  on  the  Khumbu  Glacier,  17,800 
Feet   up,  is  cameraman   Daniel  E.   Doody,  a  member  of  the  expedition 


of  the  International  judging  com 
mittee,  the  14  individuals  who  wil 
assemble  in  Hollywood  next  Febru- 
ary to  serve,  as  final  judges  of  tin 
commercials  entered  in  the  196C 
IBA  competition.  One  seven-mar 
panel  will  consider  the  top  TV  en- 
tries; the  other  will  deal  with  thf 
radio  finalists. 

Dellinger  is  executive  vice  presi 
dent  of  Grant  Advertising,  Inc.,  anc 
is  in  charge  of  its  Los  Angeles  office 


pb 


1st 

ire 


Kellogg's  launching  promc 
on  'Food  Is  a  Bargain' 

Kellogg's,  feeling  that  the  "low 
cost  of  eating"  today  has  become 
so  contradictory  to  spiraling  cost: 
that  it  must  be  brought  to  the  con 
sinner's  attention,  is  launching  i 
campaign  in  network  tv  and  othei 
effective  mass  communication  medii 
to  point  out  that  "Food  Is  a  Bar- 
gain." U.S.  Agricultural  Departmen 
figures  are  used  to  verify  the  con< 
tention. 

Drafted  to  act  as  spokesmer 
while  contributing  color  to  the  storx  y 
and  presenting  the  statistics  in  i 
down-to-earth  manner  is  the  cas>  ;\ 
of  CBS'  Beverly  Hillbillies,  which 
Kellogg's  sponsors. 

Highlighting  the  September-Oc 
tober  campaign  is  a  three-minute  t\ 
film  story  which  will  climax  th( 
Hillbillies  show  of  9  October,  anc 
also  be  aired  on  My  Favorite  Mar 
tian,  which  bows  on  CBS  this  fall 
A  one-minute  version  will  be  showi 
on  CBS'  What's  My  Line?  as  well  a: 
five  top-rated  daytime  network  pro 
grams.  It  is  estimated  that  tin 
"Food  Is  a  Bargain"  story  will  read 
a  total  of  70V  of  all  U.S.  tv  home: 
about  2.1  times  during  the  two 
month  promotion. 

In  addition,  a  short  film  will  brin« 
details  of  the  campaign  to  groCQT] 
headquarter  execs.  It  features  Kd 
logg  Sales  Co.  president  Man 
Leaver,  general  sales  mgr.  Charles 
Tornabene,  and  advertising  mgi 
Howard  List  explaining  the  think 
ing  that  motivated  the  promotioi 
and  presenting  previews  of  the  t* 
commercials,  magazine  advertising 
package  backs,  and  in-stoiy  mate 
rials. 

The  magazine  effort  features  tin 
Hillbillies  in  four-color  advertisim 
in   the  4  October   Life,  while  SOON 


IS 


SPONSOR 


si  PI  I  MIU  R 


196: 


■a 


million    Kellogg's   i  orn    Flakes 

Itackages  mi  grocers'  shelves  during 

peptembei  and  <  Ictobei  w  ill  present 

Imple,   l.n  lu.il  data   featui mi;  the 

leverl)    Hillbillies  in  six  different 

VISIOIIS 

Container  Corp.  to  sponsor 

etrospective  art  exhibit 
\  pioneei   in  the  use  "I  fine  art 

g  business  will  commemorate  over 
B  years  "I  commissioning  leading 

unlets  .mil  sculptors  vv  1 1 1 1  .i 
mth-long  retrospective  exhibition 
the    I  inn   I  il«-  Building  28  Sep 

t-inlni    through   27   October.   The 
show  w  ill  feature  60  artists  w  ho 

i\c    done    work    specifically    for 

l>\    the    ( Container    ( !oi  p     oi 

hi  h  .i   in   such   advei  rising   pro- 

rams  .is  the  "Great  Ideas  •>!  West- 

rii   Man     series,   now    in   its    1  Itli 

en     Container  Corp.'s  collection 
tris    from    most    corporate    art 

[cquisitions  because  the  firm  com- 
ssioned  each  work  rather  than 
■rcK    purchasing  existing   paint- 

ms  .md  sculptures. 

w  oi  UTTERS:  Iskir  &  Ada- 
moved  to  the  Tribune  Tower, 
North  Michigan    Vvenue,  Chi- 


n  i  up)  ing  tin-  JStli  Himii   in 
an  expansion  that  almost  doul 
the  si/c  (>t  its  offi<  is    l  he  agen 
which  handles  consume!  and  indus- 

ti  i.il  ai  i  minis    plans  iii  In an<  li  out 

intn  the  linaiii  i.il    nnilii  al  .mil  el(  I 

tronu  fields 
Minneapolis  •  based   <  ampbell  • 

Milium    lias   opened    its   sixtli    i  iffi(  ■ 

in  Denvei  ^.^  1 1 1 1  Hugh  Fowlei  ex- 
principal  dI  the  Tool  i\  Fowlei 
agency,  as  manage!  and  account 
direi  t<  u  Board  ( hairman  Ra) 
Mitliiui  s.nd  the  ilii  ish m  t"  open 
a  I  )in\  ri  i  'IIh  i  w  .is  made  pi  im  u  iK 
to  sen  ice  the  I  )envei  I  lone)  w  ell 
di\  ision,  w  hii  li  recentl)  added  its 
billing  t<»  the  parent  firm  in  Minne 
apolis  Minneap*  'lis  I  [one)  w  ill  s 
1962  budget  with  C-M  was  said  to 
be  around  $2.5  million,  mostl)  in 
trade  publications  The  Denvei 
Honeywell  division  is  a  major  pro- 
ducer oi  data  acquisition  and  hand- 
ling equipment  for  industry  and 
the  military,  plus  medical  electronic 

itrms  .md  a  broad  line  ol  photo- 
graphic products  Barnes  Chase 
^.genc)  "I  San  Diego  lias  moved 
into    new     quarters    in    the    new 


l  mi.. I  Bank    Build 

ml  in. I  Broadu 

I   l\  \\(    I  \l  111    POM  I    ml.  (I 

Malts  Borax  i\  <  hemical  <  orp 

•  In.  il  .i  quarterl)  <h\  idem 

pei    sli.n.     ..ii    i  J  immon 

shares  outstandii 

i.  lulu  i    t"   stockholders    ol    record 

Septembei     I  he   I 
i  l.ii.  .1    regulai    quarterl)    dh  idend 

i.l    M    I .'  '..ii.    'Mil  .  mini 

lative    preferred    sto<  k     pa)  abl<     I 

I  )■  I  .in!"  I    In  stm  kin. Id. 

II  Novembei  I  ronun    -mil 
Sichel,  distributor  of  Christi       B 
tli.  i s    \\  im  s     reports    table    w  ine 
s.ilcs  have  more  than  doubled   in 

ten  \ ears  Brand)  s.ilcs  have  ti  ipled 
during  tin-  same  period,  outselling 

all    Othei     brands,    and    sweet     wine 
lias    show  ii     ,i     siilist.intl.il     lli(  lease 
\\  Inle   tot.il    s.des  n|     \nnrh  an   des 
set  t    w  ines    lost     1"  •     Hi    the    last    ll\  e 

years,    ( Ihristian    Brothers    Swi  <  t 
\\  ines  gained  almost  20 

\t()\  l\(,:  Miss  Valentine  (  aldwefl 

to    media    bu)  ing    post    with    I  )   \n  \ 

in  San  Diego 

Greg   Rouleau   resigned   as  dealer 


ONSOR    _    si  in  miii  k    I'm  i 


SPONSOR  WEEK  /  Advertisers  and  Agencies 


Gettleman  goes  Charleston 

One  of  the  Gettleman  spots  produced  by  Milwaukee's  \VIS\- 
TV  features  a  Charleston  version  of  the  brewer's  jingle,  complete 
with  dancers  having  a  "rip-roaring"  good  time,  as  in  the  '20s 


Modern  beat  for  sippin  beer 

Not  overlooked  by  Cettelman  is  today's  trend  to  up-beat  music 
m  commercials,  with  another  of  its  new  spots  being  back- 
grounded  by  a   modern   jazz  tempo  of  its  "Golden   Moments" 


Brewer  boosts  locally  done  tv  ads 


ILWAUKEE's  WISN-TV  is  helping  disprove  an 
antiquated  theory  that  local  stations  can't  pro- 
duce quality  commercial  spots.  WISN's  latest  effort, 
which  has  garnered  plaudits  from  a  number  of  adver- 
tising agencies,  was  for  Gettelman  Brewing,  a  division 
of  Miller  Brewing,  which  over  the  past  ten  years  had 
concentrated  its  total  ad  budget  in  print  media  except 
for  a  single  tv  wrestling  show  buy.  Last  April,  after 
station  bought  "The  Steve  Allen  Show,"  it  sent  a  sales- 
man to  Gettelman's  agency,  Hoffman,  York.  Paulson 
cv  Gerlach.  IIYP&G  felt  the  audience  breakdown  for 
(he  l():20-midnight  lime  slot  was  right,  desirable  dur- 
ing the  summer,  and  the  show  offered  good  merchan- 
dising tie-ins.  Since  most  beer  commercials  are  filmed 
and  arc  relatively  expensive,  and  because  Gettelman's 
budget  required  a  Hat-out  dollar-for-dollar  approach, 
the  agency  decided  to  tape  the  spots  locally.  IIYPcNcG 


had  an  ET  with  a  variety  of  different  cuts  of  the  Gettel 
man  "Golden  Moments"  jingle,  featuring  'The  3  Ja 
with  Jamie"  with  "David  Carroll's  Orchestra,"  which  i 
desired  to  use  to  continue  establishing  the  brewer 
identity.  In  conferences  with  the  WISN  productioi 
department,  the  agency  and  client  stressed  the> 
wanted  to  associate  fun,  young  adults,  and  partie 
with  Gettelman.  Lighting  techniques,  with  product  ii 
the  foreground  and  action  in  the  background,  were  t< 
be  used  to  deliver  the  message.  Following  the  debu 
of  the  commercials,  highly  favorable  reaction  wa 
noted  by  distributors,  dealers,  route  salesmen,  and  tlv 
consumer,  and  sales  shot  up.  This  made  the  brewc 
doubly  happy,  for  it  found  that  with  a  good  buy  an< 
quality-produced,  economical  spots,  it  could  compet 
more  evenly  with  its  smaller  ad  budget  against  it 
heavier-spending  competitors  in  the  area. 


5(1 


SPONSOR   2   si  iMi  \im  R    196 


.ind    trade    relations    managei    "I 
\\    \  Sheaffei  I'm  ( lompan)  to  be 
i .inn    \  ice   president    and    genei .il 
managei    oi    k  \s|    Radio,     tales, 

low  .1 

Hugh  Fowler  resigned  as  principal 

of  ilif  Tool  i\  I'nw  l.i  agent  j  ti i 
Im  1 1  'in.  I  )em  >  i  managei  and  a< 
oounl  *  In  <  <  toi  "I  ( Jampbell-Mithun 
Miw  Lou  Weir  to  print  media 
npen  in> >■  .it  \l.  ( !ann  I  >  i<  kson, 
Ins    Vngeles. 

lliom.is  \.  \l.ii  Hiimi'v  to  accounl 
nipen  mm  at  Grunt,  Los  Vngeles 
Don  11.  Cunningham  to  vice  presi 
dent  .ind  management  representa- 
tive ol    I'oote,   Cone  &    Belding's 
Los  Angeles  office. 
\\illis  J.  Davis  to  Needham,  Louis 
\  Bn>i!>\\  Chicago  office  as  exec- 
utive producer  ol  radio  and  t\  pro- 
duction. 

Rod  Farrow  to  .iccimnl  executive  at 
Fletcher  Richards.  Calkins  &  Hold- 
in  iii  San  Francisco. 
\llwi  J.  Oppcnhciin  to  loreign  trade 
accounts  specialist  at  Camphell- 
Kuald,  San  Francisco. 
IVter  I'racd  to  production  super- 
visor at    I'oote.  Cone  <S;   Holding  in 

-   Vngeles. 
\rtluir  K.  I)c-  Shon  to  sales  man- 
igiT    —    development    at    Alherto- 
Julver. 

Hiss  Git  a  Hall  to  public  relations 
icconnt  executive  at  Saul  Krieg 
Associates.  She  was  formed)  with 
obert  Taplinger  and  David  Alber. 
anus  J.  Moore  to  television  busi- 
s  manager  ol  Papert,  Koenig, 
is  lie  had  heen  an  attoine\  at 
W  alter  Thompson. 
w  Ground  to  vice-president  ol 
right,  Allen  6c  Ryan  in  Dallas 
e    previousl)     operated     his    own 

mas    \.   Stabile  to  production 

anager     of     The     Shaller-Rubin 

mpany.   He  had  served  as  pro- 

tion   managei  with   Campbell- 

wald. 

k     Schcckowit/     to    director    ol 

es  promotion  lor  Elgin  National 

ate  h.    1  le  comes   to   Elgin   From 

IcCann-Erickson,    where   he   was 

lanager  of  the  S(  '1  Dh  ision. 

tac\  Stevens  to  v. p.  at  Dohert\  . 
lillonl.  Steers  &  Shenfield.  How  ■ 
rd  (  .  Shank  to  v.p.  and  creative 
irector  of  Leo  Burnett's  creative 
ervices  division.  T.  F.  Ready  to 
wuerlein  as  director  of  marketing, 
mnerly  v.p.  and  account  super- 
isor  with  Grant  m  Chicago.  War- 


ren vdams  from  w  ai  wick  &  I  i 

t.i  \|nisr  Internal al  as  .u  .  ounl 

executive    Robert  Cillan  to  Bozell 
Ac  [acobs  Omaha  as  media  directoi 

(  ai  I.  inn  II    I  ml.  in. urn  to     encrul 

(  nlllis.  I    and    Robert     I       I  ale      |i  .    as 

assi  k  late     .:■  mi  I  al    .  .  ninsi  I    .  >l     I   ast 

.in  Esso  Region  I  lumble  <  >il  fil 
Refining  Gustave  I  .  Lev)  to  dire* 

I.  n   n!    limit    I  i  ii  ids  an. I   hidiisti  i.  s 

(  In  istophcr  Eaton  and  Andrew  M 
Pellizzi  tn  commercial   production 
supei  v  is.n  . il  I  i >i it.    (  .  in.   c\  Ii.  I.I 

mg,     (   Iik  ago      I   aton     is     a     I. nun  l 

I  ■ondon    telex  isii  in    produce)      ■ 

ll//l  all  al  t  and  t\    illln  d  I]    ])Hnliu  i  l 

Imm  (  .iecn\  ill.     S    ( 

W  illiam    I  .  Dcacx    111  to  eastern  i< 

gional  managei  l"i  Reeves  Sound 
craft,  division  ol  Reeves  Industries 

I  ).mliiii  \     (  1  nin. 

Warren  R.  Deas)   to  radio  and  t\ 

directoi  oi  Donahue  i\  (oe.  Los 
Vngeles    I  le  w  as  with  \\  ade    \d 

\  ertising  thei  1 

Mrs.  lYtic  Houle  resigning  as  media 

buyei  at  McCann-Erickson  in  Los 
Vngeles,   to  take  similar  job  with 

Smock,  I  )el>nain  <\  \\  addell. 

Phipps  Hasmossen  t<>  executive  v.p. 


with  \l    ( 

al   in  C  '  it/.  [I.e.        I 

foi  in-  th     mat 

.  (t     and     l.n     .  ast     opi 

I      1  1    Ii    |.  iikn 

Miss  1  Ion  in  e  Blank  I    I 

I .  ■  nit. n  h  as  senioi  m<  dia  n   •  ur<  h 
.in  iKst    Shi  vith    1    B      0 

Il    st. ill 

( ...ii  ■_•(    \ .  \\  i  K  Ii  •     Keti  hum   \ ' 
Leod   fit    Grov<    as   \  1. . 

I I.  m  as  formerly  w  ith  International 
I elephone  and   I  ph  as  dii 

l<  n    ol  a(\\  .it  isinR  and   sales   pn  II 

1 1'  III 

I  amis  \.    I  anc  k    lias   ami'  nun  >  d    T( 

111 lit      ll<     Was     1    s  m    I   1  alp  is.  0 

•  ntist  and  photographei  foi 

tising   and   allied    fields 

Paul  I  >.  I  illingei  to  ao     tnt  exi 

ti\ e   ol    the   W  j  man   <  ompanj    in 

S.m     I   1.111.  is,  ,  ,      II.      uas    \  1.  • 
dent     ol     the     Port*  1       Vgl  li'  v        I 

land 

James   I .  \ic  (.inn.  i"  general  ] 

main        e\((  ntl\e        at         ,»  OlUlg        i\ 

Rubii  am   I'm  x  ii  iusl)    he  w  as  a  ; 
ducer-writ<  .    foi    w  BBN  l\     <  hi- 
cago 


Advertisers  netted  for  Spanish  UHF   tenniscast 

Spanish-languagi     K\ll  \ -l\      Ch      H     1    \       '|imkl\    imk.^l    ii| 

advertisers  when  it  was  granted  exclusivi    I  v 

semi-finals  t..r  1 1 >«    1 
\\ .  st,  m    Urtini  -     BBI>  >      White  Fi     •   v 
HilK  1,  Richfield  Oil     Hi  Squirt 

LA )  and  Zody's  1 
hiring   commentary 


'ONSOR 


sM'l  1   Mill  K 


1963 


M 


SPONSOR-WEEK  /  Network 

Hurleigh  hits  quest  for  data  'trivia' 


"  Ml  ii 1 1 >  advertiser  has  to  know  is 
simply  when,  where,  how  often, 
and  to  what  call  letters  most  audi- 
ences listen  .  .  .  and  what  it  eosts  to 
read)  them  regionally  or  eoast-to- 
coast,"  says  Mutual  Broadcasting 
president  Robert  F.  Hurleigh.  "All 
else  is  a  treasure  hunt  for  fractional 
knowledge  that  is  better  left  to 
charitable  foundations  whose  p  &  1 
statements  are  not  as  much  a  matter 
of  survivial." 

Hurleigh's  comments  were 
prompted  by  what  he  terms  ;i  need 
for  "a  couple  of  straight  answers" 
to  an  increasing  number  of  requests 
to  broadcasters  for  "tangible  proof 
of  listener  loyalty  and  audience  em- 
pathy in  addition  to  standard  re- 
search data  used  for  the  media. 

Writing  in  the  latest  Mutual 
Radio  newsletter,  he  criticizes  re- 
search contributing  to  "the  race  for 
informational  trivia,"  asserting  that 
"the  trouble  with  too  many  re- 
searchers is  that  they  become  so  en- 
grossed in  a  hair  on  a  knuckle  they 


forget  it  is  part  of  a  hand." 

"Unless  a  man  is  a  masochist," 
says  Hurleigh,  "he  will  not  tune  to  a 
station  he  does  not  care  to  hear.  If 
he  doesn't  like  what  he  hears,  he 
will  tune  it  put.  And  that's  about  all 
the  listener  'loyalty'  and  'empathy' 
anyone  should  expect  .  .  .  station 
and  advertiser  alike. 

"More,  one  has  merely  to  ex- 
amine the  majority  of  products  that 
employ  network  or  national  spot 
radio  to  see  how  extraneous  and 
wasteful  some  of  these  knit-picking 
projects  really  are.  For  with  the  ex- 
ception of  automobile  and  appli- 
ance advertising,  probably  95%  of 
all  goods  offered  on  the  air  sell  for 
less  than  $2. 

"In  this  light,  what  does  'audi- 
ence composition'  really  mean? 
Does  a  man  who  earns  $50,000  a 
year  smoke  ten  times  as  many  ciga- 
rettes as  the  fellow  who  earns 
$5,000?  What  does  'empathy'  mean? 
Will  a  woman  pick  up  a  cereal  her 
youngsters    do    not    want    to    eat? 


No  skidoo  for  this  'twenty-threeer' 

Marking  its  40th  anniversarj   this  year  is  NBC  <>-<>  WRC,  Washington 

D.C.)  oldest  station,  whose  personalities  got  into  the  mood  by  dressing 
as  in  the  inaugural  year — 1*)2'5.  Pictured  in  their  vintage  automobile  an' 

From  left  to  right  I  Bett)  Croebli,   \\  Koss.  Ed  Walker,  and  \\  ill.nd  Scott 


What  does  'loyalty'  mean?  Will  a 
buyer  go  without  if  he  cannot  find 
your  product  on  the  shelf  or  the 
price  is  out  of  line? 

"Young  or  old  alike  —  in  ever) 
income  and  educational  bracket  — I 
listen  to  radio,"  the  MBS  president 
continues.  "And  most  of  them 
smoke,  shave,  bathe,  brush  theii 
teeth,  drink  coffee,  use  cosmetics 
fill  their  ears  with  gas,  and  can  read 
ily  afford  to  buy  almost  every  prod 
net  offered  over  any  radio  facility  ir 
the  country.  If  you  tell  them  ofter 
enough,  you'll  get  them  to  sampk- 
what  you  have  to  sell.  No  medk 
can  do  more  than  that." 

Hurleigh  charged  that  what  re- 
searchers "seem  to  forget"  is  tin 
multi-millions  reach  of  radio.  "How 
to  motivate  these  millions  to  buy  I 
one  thing,"  he  states.  "But  it  ha< 
nothing  to  do  with  the  subject  at 
hand.  If  your  product  is  for  radio 
there  is  no  reason  to  discover  whai 
the  listeners'  traumas  are,  nor  foi 
what  stations  they'd  lay  down  theii 
lives  and  sacred  honor 

Half-million-dollar  deal 
for  ABC  Intl.,  Latin  Am 

The  largest  single  programing 
transaction  between  a  U.S.  tv  pro 
ducer  and  Latin  America  has  beei 
completed  by  ABC  Internationa 
Television,  according  to  Donald  M 
Hine.  the  division's  programing 
manager. 

The  transaction  includes  agre 
ments  for  the  sale  of  more  th 
$500,000  worth  of  programs  to  sta 
tions  in  nine  Latin  American  conn 
tries  for  which  ABC  Internationa 
acts  as  program  buying  agent.  Tin 
agreement  was  signed  by  Join 
Manson.  president  of  Magnum  Tel 
evision  International,  S.  A.,  repre 
senting  Desilu  in  Latin  America 
and  Hine. 

The  stations  are  located  in  Ar 
gentina.  Brazil.  Costa  Rica,  Kqua 
dor.  El  Salvador,  Honduras,  \ic.i 
ragua,  Panama,  and  Venezuela.  Th 
programs  purchased  include:  DflSI 
hi  Playhouse,  The  Untouchables 
The  Texan.  Fractured  Flickers,  am 
Lucy.  All  of  the  stations  purchase* 
ABC  TV's  new  color  series.  Th< 
Greatest  Show  on  Earth .  whicl 
premieres  in  the  U.S.  17  September 


SPONSOR     2    si  I'll  MHl  K     \% 


I  hue  noted  thai  the  transat  tion 
intlu  .lies  ,i  new  direction  ol  interna 
tion.il  progi .mi  l)ii\  ing  1  hrough 
AIH  International,  Magnum  was 
able  t"  negotiate  agreements  w  ith 
i\  broadcasters  in  man)  \  it.tl  mai 

kts     I  Ins  kind  oi  centralized  a« 
ti\  ii\    results   in   greater   efficien< ) 

or  the  producer,  the  distributor 
ami  the  stations  lir  said,  adding 
tli.it    audiences    benefit    b)    seeing 

H-tti  i     programs    and    advertisers 
■so  benefit  through  greatei   .null 
cm  i   ucceptani  < 

Lowell  Thomas'  34th  year 

Co-sponsorship  of  Lowell  Thomas 
and  tin  Sews,  "in-  oi  tin-  longesl 
continuing  il.nK  sponsored  pro 
grains,  has  been  renewed  In  tin 
Oldsmobilc  .mil  I'isher  H<hK  I)i 
Msiuns  oi  (icmial  Motors.  Olds- 
mobile  in  represented  In  I).  P. 
Brother  &  ( "<>.  Detroit,  .mil  Fishei 
B<kK  In    tin    Kudner    Agency. 

Toda)  s  broadcast  2)  mi  ( IBS 
'marks  the  l)i'^inmiiu  ol  the  littli 
loiiMi  uti\  c  \  tar  m  which  Lowell 
Thomas  and  tin  News  has  been 
sented  on  behali  <>t  Oldsmobile. 
Fislur  Miul\  assumed  sponsorship 
l  1 1 1 1 it ■  tins  \ eai 

Renewal  "I  tin'  General   Motors 

%ponsorN)iip  .ilsn  m. nks  the  begin 
•4  (it  Lowell  Thomas  34th  year 
.i  newscaster  "I  international 
tun-.  \\  hen  Thomas  uttered  liis 
t  "so  long  until  tomorrow"  at  the 
.lose  ot  Ins  microphone  debul  on 
I  -  i  September  1930,  I..-  had  al- 
i'jil\  won  renown  as  a  war  cones 
NHuleiit  anil  platform  personalis 
ml  as  the  biographer  of  the  legen- 
lar\    Law  rence  of    \rabia. 

Tv  aid  for  Olympic  fund 

Support  for  efforts  ol  the  I  United 
itates  Olympic  Committee  to  raise 
iimls  toi  participation  bj  U.S.  ath- 
letes  in   the  forthcoming  Olympic 
iames  will  be  furnished  b\    \H( 
IV  and  Dancer-Fitzgerald-Sample. 
Vs  a  public  sen  ice,  DFS  is  creat- 
series  ol  fund-raising  appeals 
n     prominent     athletes,    entertain 
nent    celebrities    and   national    fig- 
ires  w  hie  li  w  ill  be  show  n  on   \  In    s 
5-week  pre-Olympic  series  of  pro- 
. ranis  beginning  5  October.    \1K 
>ill  present  exclusive  IS    t\    cov- 
rage  of  the  Winter  Olympics  start- 


ing 29  laniiaiN    1964 

I  he  appeals  foi  fundi  to  maU  li 
the  ( >K  mpii   ( lommittee's  $2  1  mil 

lion     goal     w  ill     be    seen    ilui  in.'     the 

closing   1 1 1 1 1 1 1 1 1  >  ■  s   i .  i   each   i  >  i  • 
<  )U  inpn    MM     I  \   pr< p,;i am 

Union  Carbide  fills  nets 

Tins  t .  1 1 1  i  onsumei  sin  >m  1 1  >.ist  t<  i 
coast  w  ill  see  and  heai  about  the 
new  l'\ eread)  6-pak  oi  I  >  i  ells 
ami  l'\ eread)  Mkaline  Batt<  i 
loi  radios  tms  games,  lights  and 
othei  uses .  .is  Union  (  arbidi 
laiini  Iks  its  ninth  straight  yeai  i  il 
nationw  ule  netwoi  k  tv 

'The  extensive   advertising   i  am 
paign  features  1 1  top-rated  shows 
and  spans  .ill  three  networks    The 
schedule  begins  I  t  September  and 
will   continue    into   the   Christmas 

bu)  li)'.;  season 

I  luce    show s    are    on     \ Bt 
Saturday    Night    at    tht      V/<  i 
/  I  i enth  Hour,  and  Monday  Sight 
at  tin    Mot  i>  s    t . -in  are  on  <  BS 
(  BS     Reports,    Rawhidt  .     Alfred 
Hitchcoi  k    I'n  tents,    and     V<    \  \ 

/  -  Wtball  I'n    (.dun    Shou  .  and  four 

are  on  \b(  —Combat,  Burke's  Law, 
\l  I    Pro  Football,  and  Arrest  and 

Trial. 

M  w    Ml  II  I  \ll  v  ki;n     i; 
Moscow  .  Idaho,  and  KF\  I    Radio, 

(  or\  alhs.    ( )re  .    to    become    bonus 

affiliates  ol    MU    1\.h\i,k 

MOVING:  |.m  I  Tall,  audio  techni- 
cian at  (  Bs  Radio  foi  21  years  will 
retire.  He  invented  EdiTall,  a  stan- 
dard tape  editing  block  now  us 
all  over  the  world,  taped  and  edited 
the  first  documental")  to  go  on  the 
air  directl)  from  tape 

s  M  1  S:   PontJac   Dh  Ision  oi  ( • 

end    Motors     M.u  Manns.  John   and 

\danis     has    bought    full-spons 
ship    of     NBC     TVs     I'odini    si, 

featuring  a  salute  to  Noel  ( low  ■ 
aid     and   I'ln    Tonight  S  Star- 

ring Johnny  ( 'at sen  f. n  bei 

No  advertise]  has  previous!)  bought 
total  sponsorship  oi  both  programs 
foi  one  ^\.i\    P< 'Uti ,i.  s  participation 

m  both  shows  will  continue  through 

March. 


r\ 


1  JANE 
PINKERTON 
ASSOCIATES 

PUBLIC  RELATIONS 
COMMUNICATIONS 


SPECIALIZING    in 

PUBLIC   RELATIONS 

PROMOTION 

SALES   DEVELOPMENT 

PUBLICITY 

BUSINESS    WRITING 


JANE    PINKERTON    ASSOCIATES 
327    MADISON    A  . 

NEW   YORK    . 

ate 


PONSOR 


sll'l  I  Mill  K 


SPONSOR-WEEK  /  Stations  and  Syndication 


22  Petry  employees  buy  rep  firm 


Sale  of  Edward  Petry  &  Co.  to  a 
group  of  22  employees  headed  by 
Martin  L.  Nierman  was  announced 
Friday.  The  transaction  was 
brought  about  through  the  pur- 
chase of  the  station  representative 
firm's  stock  by  the  company  from 
chairman  Petry,  Edward  E.  Voy- 
now,  president,  and  their  families, 
for  a  substantial  down  payment 
and  an  obligation  of  the  company 
to  pay  further  sums  over  a  number 
of  years. 

Both  Petry  and  Voynow  will  con- 
tinue as  directors  and  in  their  pres- 
sent  positions.  Bette  Doyle,  secre- 
tary-treasurer of  the  pioneer  rep 
firm,  will  continue  in  this  position 
and  as  a  director. 

Elected  new  directors  were  Nier- 
man, executive  vice  president;  Ben- 
jamin H.  Holmes,  vice  president  of 
radio;  Louis  A.  Smith,  vice  presi- 
dent and  tv  sales  manager;  Lloyd 
McGovern,  radio  sales  manager, 
San  Francisco  office;  Keith  E. 
Lewis,  Chicago  tv  salesman;  and 
Edward  C.  Page,  vice  president 
and    tv   eastern   sales   manager. 

Other  officers  of  the  company 
are:    Boger  J.    LaBeau,   vice   presi- 


dent in  charge  of  client  relations; 
Robert  L.  Hutton,  Jr.,  tv  promotion 
vice  president,  and  William  B. 
Bohn,  marketing-sales  development 
vice  president. 

In  a  joint  statement,  Petry  and 
Voynow  said:  "Both  of  us  have  a 
basic  pride  in  the  Petry  company 
and  have  long  sought  a  way  to  in- 
sure that  its  traditions  of  service  to 
the  stations  it  represents  would  be 
perpetuated.  Certainly  the  best 
way  to  achieve  this  is  by  transfer- 
ring the  control  of  the  company  to 
people  who  are  serving  the  stations 
and  advertisers  now. 

"The  Petry  company's  operating 
stall  now  has  a  double  stake  in  its 
future,  both  as  employees  and  as 
stockholders,  and  the  combination 
of  their  enthusiasm  and  our  own 
continuing  efforts  will  guarantee 
vigorous,  loyal,  and  devoted  serv- 
ice  to  the  stations  on  the  Petry  list." 

In  addition  to  the  22  stockholders 
taking  part  (see  picture  below  for 
complete  list),  arrangements  have 
been  made  for  other  company  em- 
ployees to  become  stockholders 
from  time  to  time. 

Founded  1  Februarv  1932,  Petrv 


Petry  stockholders 

Seated  (1-r):  Joseph  H.  Sierer,  Petry  radio  sales  mgr.,  Atlanta    Martin  Percival,  eastern 

radio  sales  mgr.;  Bob  Lewis,  radio  group  sales  mgr.,  N.Y.;  Mrs.  Dorothj  Boss.  asst.  to 
the  president.  lien  II.  Holmes,  radio  V.P.;   Martin  Nierman.  e\ee.  V.P.;  Edward  C.  Page, 

P.V. — eastern  sales  mgr.  tor  t\ ;  l.onis  A.  Smith,  Y.I\ — 1\  sales  mgr.,  Chicago;  Bette 
Doyle,  secretary-treasurer;  Roger  LaReau,  V.P.  lor  client  relations,  and  Malcolm  15. 
lames,  tv  group  sales  mgr.,  N.Y.  Standing  (1-r):  William  B.  Rohn,  marketing-sales 
development  V.P.;  Keith  !•'..  Lewis,  tv  salesman.  Chicago;  David  Milam,  tv  sales  mgr., 
Dallas.  I..  I).  Larimer,  t\  sales  mi;r„  Los  Angeles;  Robert  L.  Hutton,  Jr.,  tv  promotion 
V.P.;  William  Hegman,  radio  salesman.  Chicago;  John  P.  McWeeny,  tv  salesman.  Chica- 
go   1 1  inn  is  J.  Zolp,  t\  sales  mgr.,  St.  Louis;  Richard  W.  Hughes,  t\  sales  mgr.,  Atlanta. 

William     Bee,    tv    salesman,     N.Y.;     Bill    Cartwright,    radio    salis    mgr.,     Detroit.     Llo\d 

McGovem,  radio  sales  mgr.,  San  Francisco;  William  P.  Pipher,  radio  sales  mgr.,  Chicago; 
Alfred  M.  Masini,  group  sales  mgr.,  N.Y.;  William  Steese,  promotion  mur.,  radio  div, 


is  one  of  the  three  largest  station 
rep  firms,  in  addition  to  being  the 
oldest.  It  presently  has  offices  in 
nine  cities:  New  York,  Chicago,  At 
lanta,  Dallas,  Detroit,  Los  Angeles, 
San  Francisco,  St.  Louis,  and  Bos 
ton. 

Prior  to  its  founding,  sale  of  spot 
radio  was  handled  by  brokers, 
many  of  whom  operated  on  a  free- 
wheeling basis,  cutting  rates,  sell- 
ing more  than  one  station  in  a  mar- 
ket, and  so  on.  Petry's  standards 
included  fair  time  rates  and  one  sta 
tion  in  a  market,  among  others. 

With  the  advent  of  tv,  separate 
radio  and  tv  divisions  were  set  u] 
in  1947.  Petry  radio  stations  number 
28  today,  while  the  tv  roster  in- 
cludes 32,  plus  four  Crosley  sta- 
tions on  the  west  coast,  announced 
recently. 

In  addition  to  the  sale  of  time, 
Petry  provides  a  number  of  market- 
in";  services,  issuing  regular  reports 
on  food  brokers,  drug  stores,  gro- 
cer) stores,  work  patterns,  trans- 
portation, and  many  other  subjects. 
It  also  has  prepared  presentations 
on  station  markets,  information  on) 
specific  accounts  or  product  groups] 
and  industry  studies. 

Only    last    week,    the    firm    an- 
nounced a  controversial  new   pi 
for  selling  spot  tv  time. 

The  plan  embodies  one  standar 
rate  card  for  all  of  its  stations,  with 
18  different  classifications  ranging 
from  P  1  to  P  18.  Depending  on  the 
size  of  the  market,  each  station's 
present  rate  classifications  an 
coded  to  correspond  to  one  of  thei 
P  classifications. 

The1  plan  has  been  tested  in 
prime  time  by  Petry  for  about  a 
year  in  a  few  cities  (a  similar  plan 
has  also  been  used  by  ABC  OH 
stations). 

Five  Petr\ -represented  tv  sta 
tii  ins  were  announced  as  adopting 
the  standard  rate  card  originally 
two  more  were  added  last  week 
and  others  are  expected  to  adopt  it 
in  the  next  few  weeks.  Delay  ir 
stations  adopting  the  plan  is  causec 
by  the  amount  of  time  taken  ti 
code  the  rate  cards,  stud)  pro 
graining,  ratings,  and  other  data 
Nierman  said. 

Nierman  emphasized  that  ono 
the  station  code  is  fixed,  it  canno 
be  changed  without  approval,  mak 
ing  it  difficult   to  use  the  plan  fol 


"•! 


SPONSOR   2   m  imi  wiuk    196! 


pitting  rati  s     Oui   repututiun  and 

tli.it  hi  the  stations  arc  "ii  the  line 
hf  added 

\(l\  .  11 1 1  .lj.t   s    |(  .    (lit-    |)U\  il     .IK      til   It 

!i<  w  ill  know  the  standard  rate  i  arc! 
!   w  itli  tin-  station  s  <  ode  foi  dil 
|  lrivnt  tun.  p.i  kkIs  i  .hi  quickl)  de 
tii mine  tin-  i airs    Nierman   .aid 

Life  begins  anew  at  40 
for  Nierman  at  Petry  Co. 

I    I  '1        \  1. II  I  III       I  \  111  III. Ill        i  All      I 

ti\r  \  ii  e  president  ol  Edw ard  Pen  j 
■  Co  life  is  beginning  anew  at  10 
I  leading  the  group  i»l  22  emplo)  ee 
■ockholders  w  ho  are  taking  o\  ei 
Nierman  will  plaj  an  even  tnor< 
lominanl  role  in  the  compan)  to 
which  In'  has  alread)  m  ide  signifi 
caul  contributions 

Born    I     Vugust    1923,    Nierman 
lias    been    in    broadcasting    since 
graduation  from  New  York  I  nivei 
sit)     in     L947, 
with  .i  B  \  de 
in    iii  broad 

(  .IstlllU  \ltll 

Bunking  .in  an- 
nouncer's au- 
dition .it  MBS 
\  ierman   I  md 

ill.        in        wli.tt 

w  .is  to  become 
Iiin  profession 
.in  a  salesman 
it  Pan  American  Broadcasting,  a 
■presentative  firm  handling  foi 
ggn  stations  Then  in  March  19  19 
ft  became  .i  junior  salesm  in  .it 
'iti  \ .  and  his  i  ise  ln-u.ni 

I  Ii  sen  fd  in  the  radio  ih\  ision 
or  li\r  \ ears,  then  moved  into  t\ 
I  195  I  Appointment  .in  sales  m  m 
i'j.ii  followed  in  1956  and.  in  1957 
u-  w.in  named  \  ice  president  and 
iation.il  sales  manager.  \nd  then 
it  the  age  ol  15,  in  1959,  he  be 
ainr  vice  president  and  numbei 
Bee  man  at  the  rep  firm 

\s  a  person  jiiNt  turned  *  *  >  might 
h-  expected  to  think.  Nierman  has 
ttrong  feelings  about  the  advance 
>f  young  people  into  ke\  positions 
lc  sees  the  sale  ol  the  Petr)  firm 
0  employees,  believed  to  be  a  first 
mong  major  rep  firms,  .in  a  strong 
(top  in  bringing  youth  to  the  tun 
o  build  for  the  future. 

Active  in  industry  affairs,  Niei 
nan  has  served  Im  several  years 
ts  a  member  ol  the  board  ol  the 
relevision  Bureau  ot  Advertising, 
md  this  spring  took  over  .in  chair 
nan  ot  tin-  TvB  special  practices 
Xttunittee 


Colonial  in  design,  but  not  in  equipment 

\i  u   million-dollar  home  ill  \\  |  \(     station      |ohnstown,  I 

electronics  wonderland  inside  tin    modified  Colonial  structun 

hi  ,i  foui   Hi'    sin-  inst  outside  Johnstown,  tin    two-storj   building 

miiis    Kin  l,\    ljii  t, .  i    mil   houses  complete   offices   .mil   opt-ral 

VVJAt  -AM     md   W  I  \(    I  \l    mi   tin    second    Boor,   along   w ■  1 1  •   ts 

mil  program  "tin  es.   \ll  lot  il  programs  .  I  u  I  \<     I  \   now  originate  there 

with    its    studios,    production,    news,    and    program   offices   on    first    H.h.i 


Rating  services  'lousy,' 
says  newest  FCC  member 

In  there  more  than  one  1  .ee  1  .i  >e\ 

ingei }   Residents  "I    I  .incoln,  Neb 
might  ha\  i   reason  to  believe  no 

\\  lnle  .u\\  am  bag  .n  guments  m 
behali  of  increased  news  activity 
l>\  broadi  asters  in  an  address  t"  the 
\ssni  i.ition  Im  Education  in  Joui 
naliNin  see  \\  ashington  \\  eek 
page  II'.  the  newest  F( !( '  -  ornrnis 
sioner  .iIno  took  time  out  in  Lincoln 
to  take  pari  in  .i  panel  discussion 
i  an  led  l>\    M  )l.\  T\     1  incoln 

I  i  \  ingei  s  prepared  speech 
showed  .i  ni  holai  1\  critj<  ism  ol 
rating  set  \  i<  es     Uthough  the  com 

inert  i.il    rating    sen  ices    appear    to 

have  been  exposed  as  ranging  from 
the  fraudulent   to  the  unscientifit 
and  .in  being  almost  enrJrel)  worth 
Iins.  there  have  been  .i  lew  propei 
Awd   apparentl)    useful   studies   ol 
public   attitudes  toward    television 
"  To  Iiin  K(  )l  \   1  \    ludient  i 
I  .in  \  ingei    Naitl    simph       The)  r< 
prett)    Ioun\ 

Noting  the  declining  competition 
among  newspapers,  Loevinger  ad 
vanced  well-considered  thoughts 
about  wh)  broadcasters  should 
form  then  own  independent  news 
service  in  his  address  But  when 
asked  on  the  .ur  wh.it  would  hap 


pen  it  newspapers  were  regulated 
I  j  >e\  ingei  replied  You'd  heai  a 
lot  ol  noise 

\\  lnle  impli  'i  ing  bi  i  ladt  asters 
fi  >i  mall)  to  im  nasi-  then  j<  mi  nalis 
tn-  efforts  .tt  the  association  session 
he  had  this  comment  to  make  to  the 
panel  while  attempting  to  defiin 
news  \sked  what  he  thought  about 
ha\  ing  aired  an  ui  ban  renew  al  ; 

ii  he  saitl      \\  ill  put    i    .1"I<1  Ntat 

on  \>'iu  file 

In  passing,  1  ...I  \  ingei  noted  i  om 
plaints  about  t  ommen  ials  in  Ihn  ad 
dress  to  journalists   But  when  asked 
bj  KOI  \  l\   panelists  if  th.    I 
could  do  anytli  mmei 

ei.d  interruptions  h<  replied  I 
turn  them  I 

To  the  latter,  he  added  that  this 
was  a  ven  delii 

haps  th-    I  '  (     -  ouldn't  il"  much 
Neithei  I  --i  th-   I  I  (    have  thought 
tins  all  the  wa\  through,"  he  said 

\       sloiu  h    w  hen    it   i  .line    tO    tilt 
quick  retort  or  in  the  abilit)   ' 
step     the     trick)      quest 

him  1>\   I.    James  Ebel    KOI  N  T\ 
president  and  genera]  n 

ui-1  .  tin  i   panel  ineinh'  I 

-  i    ]>i.  \ etl   himseU   .i  capable 
former  while  nu  ing  the  h  audiei 
He  both  iterated  and  supplema  I 

his  earlier  remarks 


SPONSOR    2    SEPTEMBER     1963 


Newsmakers  in™*" 
tv/radio  advertising 


Clayton  H.  Brace 

Brace  has  been  appointed  v.p.  and  general 
manager  of  Time-Life  Broadcast  stations 
KOGO-TV-AM-FM,  San  Diego.  He  has  just  re- 
turned from  a  two-year  tour  of  duty  in  Beirut, 
where  he  represented  Time-Life  Broadcast's 
interest  in  Compagnie  Libanaise  de  Television. 
Prior  to  that,  he  was  assistant  to  the  presi- 
dent of  KLZ-TV-AM-FM,  Denver,  following  du- 
ties as  program  dir.,  production  mgr.,  there. 


Joseph  J.  Madden 

Presently  comptroller  of  Metromedia,  Madden 
has  been  named  v.p.  and  comptroller  of  Metro- 
politan Broadcasting,  a  division  of  Metromedia. 
Previously,  he  had  been  comptroller,  assistant 
comptroller  and  accountant  of  the  broadcast- 
ing division  of  Allen  B.  Du  Mont  Laboratories. 
Stanley  Landow  was  named  v.p.  and  comp- 
troller of  Metromedia.  He  was  formerly  senior 
v.p.  for  finance  at  Foster  and  Kleiser. 


;■■•■.■■  ""*■ .:-"""--i,.y,/-"'.*j';:. 


Thomas  A.  McAvity 

McAvity  is  rejoining  National  Broadcasting  as 
general  programing  executive.  He  will  assist 
NBC-TV  program  officials  in  review  and  devel- 
opment of  new  program  concepts  and  formats. 
McAvity  joined  the  network  as  a  radio  pro- 
ducer in  1929,  held  major  program  and  sales 
posts  until  1932,  and  again  from  1951  to  1957. 
He  has  also  been  associated  with  Foots,  Cone 
and  Belding,  CBS,  and  Famous  Artists. 


Lee  Bland 

V.p.  and  senior  program  supervisor  Bland  has 
been  named  to  head  Leo  Burnett's  newly- 
created  Search  and  Development  unit.  Milton 
Slater,  program  supervisor  in  Chicago,  will 
be  transferred  to  the  Burnett  New  York  office 
where  he  will  have  East  Coast  program  devel- 
opment responsibilities.  John  Christ,  program 
producer,  Hollywood,  will  assume  similar  re- 
sponsibilities on  the  West  Coast. 


Charles  H.  Felt 

MacManus,  John  &  Adams  has  elected  Felt  a 
senior  v.p.  and  director  of  creative  planning 
for  the  Bloomfield  Hills,  Michigan,  office.  Felt, 
who  joined  the  agency  in  1961,  has  been  v.p. 
and  creative  director  for  the  past  year.  His  in- 
creased responsibilities  include  creative  plan- 
ning direction  for  all  company  branch  offices. 
Included  are  New  York,  Los  Angeles,  Minne- 
apolis, Toronto  and  Chicago. 


Loevinger  thought  the  FCCu 
could  do  little  about  making  sta- 
tions carry  more  public  affairs 
news,  and  documentary  programs 
And  he  noted  the  commission  hasn't 
even  been  able  to  agree  on  a  new 
questionnaire  to  obtain  information 
from  stations. 

In  discussing  a  CBS  TV  news 
special  on  the  Pennsylvania  miners 
Ebel  reported  he  hadn't  carried  the 
show  because  in  his  opinion  the 
event  had  been  overdone,  and  was 
no  longer  news.  Said  Loevinger:  "1 
won't  quarrel  with  Mr.  Ebel  on 
that." 

About  the  interview  show  itselli 
on  which  he  was  appearing,  LoeW 
inger  had  this  word:  "1  wouldn't 
call  this  hard  news." 


; 


■ 


ACLU  fights  FCC  order 

The  American  Civil  Libert,  $ 
Union  has  asked  the  U.  S.  Court  I 
Appeals  to  reverse  an  FCC  ordei 
denying  renewal  of  a  license  tc 
WDKD,  Kingstree,  S.  C,  or 
grounds  of  vulgarity  in  the  materia 
broadcast  by  a  d.j.  over  a  nine' 
year  period. 

The  ACLU's  friend-of-the-courl 
brief  argued  that  the  standard  usee 
in  refusing  the  license  renewal 
namely  that  the  material  wa.> 
"coarse,  vulgar,  suggestive  and  sus- 
ceptible of  indecent,  double  mean 
ing."  was  so  subjective  and  impre 
cise  as  to  violate  freedom  of  speed 
and  expression  under  the  First 
Amendement. 

The  ACLU's  main  concern,  tin 
brief  made  clear,  is  not  the  "Churlii 
Walker"  show   or  WDKD.  but  the 
protection  of  free  expression.  Tht 
application  of  a  standard  that  is  S(. 
"fatally  vague,  ambiguous  and  hx 
all-encompassing"   can   only   mak 
broadcasters  overcautious  and  pel 
petuate  "vast  wasteland"  program ' 
ing  on  radio  and  tv,  the  organiza 
tion  said. 

The  brief  also  asked  the  court* 
remand  to  the  FCC  lor  further  eon 
sideration  a  second  and  separata 
ground  lor  denying  the  license,  tha 
of  misrepresentation  and  or  1 
of  candor  in  replying  to  the  com 
mission's  charge. 


56 


Hot  spot  film  from  Kaiser 

V  thirteen-and-half-minute  t\  Bin 
tailed    America's   Cookout    Cham 

SPONSOR    2    SEPTEMBER    196.\ 


w 


wtonship  is  being  distributed  to  h 

stain  his  In  \1«  "I'  i  ii  ralking  IV  ture 
Sci  vice  Its  .hi  on  locatii  in  act  i  lunt 
of  K.i is.  i  Foil's  I1"'  1 1  lookout  ( 'ham 
pionship"for  men  only"  held  recent!) 
in  Hawaii  Ford  Worthington  ol 
Young  i\  Rubit  am,  San  Fran*  isi  o 
Mm  i  ted  tin'  film 

The  .u  tn.il  I'.u becue  competition 
.is  well  .is  the  ceremonies  where  th< 
110,000  i  .ish  prize  was  awarded  1>\ 
|oan  (  i  .< nv  ford,  are  depicted. 

Record  for  radio  imports 

\liinist  lo  million  [apanese  bran 
sist"i    radios  entered   tins   countrj 
during     llt(>.2.    according    t<>     the 
[Southern    California    Broadcasters 
\         ition    Ii'  1 1  ntK  ,i\ ailable  Bg 
urcs  from  the  I    s    I  >epartmen1  ol 
Commerce  indicate  thai  nunc  than 
LSK  million   radio  receivers  "I    .ill 
kimls  were  imported  In   this  coun 
•r\  during  the  12-month  period. 

The   biggest    single   type   ol   sel 
w.is  the  transistor,  \\  itli  Japan  a< 
counting  foi  9,819,195,  an  increase 
for  thai  countrj   ol  63.53   over  the 
previous  \ear. 

Other  areas  in  the  Far  East  also 
made  sizeable  contributions  to  the 
American     pocket     radio     market 
Hong  Kong  sent  us  634,103  transis- 
tor radios,  and   the   li\  uk\  u    Island 
{roup,     which     includes     among 
tin  is    the    island    ol    Okinawa,   ex- 
horted  180,070  to  this  country. 
,   Japan  also  diversified  its  exports 
I  radio  receivers  with  a  total  of 
1,830,  ;:i  sets  ol  other  types. 

Americans  bought  ova  63  mil- 
inn  radios  during  the  throe  years 
•roni  I960  through  '62.  This  j ear's 
Igure  shows  ever)  indication  of 
•eing  a  record-breaker,  even 
though  the  Electronic  Industries 
ition  reports  that  sit  sales 
ire  slighth  off,  w  ith  the  exception 
■  automobiles,  which  show  an  in- 
rease.  El  \  figures,  reflecting 
American  manufacturers,  refer  spe- 

jficall)    to  salrs  ol  domestic  radios 

la.  stereo  outlet  forms 
istener  panel  for  data 

A   new   approach    to   reach    the 

4rass  roots"  of  listenership  is  being 

iken  b)    the   newest    stereo   station 
u  Florid.. .  YVMJB   I'M.  Ft.  I.audei- 

lale,  Boh  Brooks,  station  genera! 
lanager,  notes:  "We  have  institut- 


ed   a    I   istem  i     I'.in.  1     m. uli     ii]  i 

broad    cross  se<  tii  m    ol     south  i  a 

I  It  a  nl  i    lisii  in  i  -.     I  lii  ii    collecl 
opinions  an    <  \  aluatt  d  Foi   use  In 
formulating   programing   poll 

l   lis 

I  [l     poind  d   "lit    that    sun  i     no   lm 

listenership  studies  are  availal  I-  f<  u 

Ins  area     pist  the  tnfi irmal i 

the  returned  appli<  ation  foi  ins  has 
alread)  pro>  ided  us  w  ith  a  st.ut  on 
mi-asm ing  loi  al  tni  \|)|iln  ations 
ha\e  i  nine  from  I  )ade  <  ount) 
Miami  al!  ovei  Bn ra .ml  ( !i iunt) 
and  as  far  north  as  North  Palm 
Bea<  h  Palm  Beat  h  ( lount 
Mi  mthl)     questionnaires     i  om 

pleted  h\    panel   m<  inhers  aiisw. 

m\  1 1. id  ol  questions  heretofore  un 
answerable  except  b)   <  onjet  tun 

adds     sales     111.111.e4ei      Tom      BIOSO. 

"  \d\i  1  risers  using  our  List<  n<  i 
Pane!  sei  \  ice  w  ill  benefit  T >\  ha>  ing 
specific  questions  answered  with 
w  1  itti  11  prod  "I  initial  listenership 
.  .  .  ot  consumer  wants  and  needs 

likes    and     dislikes      not     nirivK     a 

salesman  s  promises  based  i  m  i 
1  ah  ulated  guess." 

\\  MJR-FM    went    on  tin    air    I 

VugUSt.    Its  stereo  music,  news,  .uid 

features  are  designed  for  the  l>u\  - 


1 

t  the 

(  In  del 

itl.l    in    a    plan 

in  d  di  velopmenl    "I 

l  1 

'Best  of  Broadway'  SRO 

W  \IK      l\    has  hoi  ■  SRO 

1  foi  the  Monda)  through  1 1 
da)    late  night    time    period    b 
n.  n  d     /  /,.      1 

The    program  I    will    ulti- 

matel)    in<  lude  In  i 

spi  1  ills     111     addition     to     first-run 

mm  i«  s.  in. no  h  premier)  s  w  \B< 
I  \     gi  in  1.1I    s.ilos    managei    Di<  k 
1  reports  that  In- 

terest  in  tin    \  k   flagship's 

fall  program  s<  hedule  is  strong  in 
other  aie. is  ,is  well. 

SMPTE  cites  Kozanowski 

Henr)    \    Kozanowski,  man 
ol  TV  advani  ed  development 

||(       \     III    <       .'Mill    II       \       I         'All!' 

the  1983  David  San*  it  Gold  Medal 

Aw ard   "I    tin    s t\    1 1|    \l 

;n    and    I  ■  le\  ision   I  ingjuv  •  rs 


Radio  receiver  campaign  draws  battery  tie  in 

iw  long  at  '  run  with- 

out changing  batterii 
.mil  B  1,  north* 

Batti  1  were  ach 

Philadelphi  run   until 


PONSOR     _'    SMMIMIUK     1963 


enter  your 
personal 
subscription 
to 

SPONSOR 

for 
essential 

broadcast 

information 

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555  Fifth  Ave.,  New  York  17 


SPONSOR  WEEK 


Stations  and  Syndication 


Jad 


The  award  recognizes  meritorious 
achievement  in  TV  engineering. 
Chairman  of  the  award  committee 
was  Dr.  Pierre  Mertz,  electronics 
consultant  and  chairman  of  the 
Hoard  of  Editors  of  the  "Journal  of 
the  SMITE." 

The  citation  with  the  award  notes 
Dr.  Kozanowski's  "sustained  drive 
to  improve  the  quality  and  practi- 
cal operation  of  TV  studio  and  film 
camera  equipment.  Formal  presen- 
tation of  the  medal  will  he  made 
during  SMPTE's  semi-annual  tech- 
nical conference  13-18  October  at 
Boston's  Hotel  Somerset. 

Among  other  accomplishments. 
Dr.  Kozanowski  is  credited  with 
many  of  the  developments  that 
transformed  color  tv  cameras  from 
laboratory  instruments  into  practi- 
cal tools  lor  broadcasters.  He  re- 
ceived the  RCA-Victor  Award  of 
Merit  in  1956. 

Aid  for  New  Zealand  tv 

The  New  Zealand  Televison 
Workshop  has  been  formed  to  en- 
courage the  development  of  the 
country's  tv  talent.  A  non-commer- 


cial enterprise,  it  will  at  first  exist 
on  initiative  <and  enthusiasm  and 
operate  on  a  very  practical  level. 

When  established,  the  New  Zea- 
land Television  Workshop  will  be  a 
community  training  ground  for  visu- 
al talent — film-makers,  writers,  de- 
signers, producers,  and  performed 
— a  pool  of  creative  talent  for  tv. 

Initially,  it  will  consist  mainlj  of 
people  with  some  experience  in  tv 
and  people  anxious  to  learn  more 
about  the  medium.  The  workshop 
group  will  organize  lectures,  de- 
monstrations, discussions,  training 
schemes,  and  special   projects. 

STATIONS 

MOVING:     Wilmer     Andrews     to 

farm  director  of  Northeast  Radio 
network. 

Roger  L.  Belke  to  technical  director 
at  WLBK-AM-FM,  DeKalb,  111. 
He  was  chief  engineer  at  KCI\i 
Carroll.  Iowa. 

Dick  Cousins  to  sports  director  for 
WOOD-TV-AM-FM.  Grand  lip- 
ids, Michigan. 

Nord  Whited  to  program  director 
of  KTTY,  Los  Angeles. 


1 


-^.UcS^fS 


Br. 

■ 
Ion 


Riding  for  the  fall 

CKLW-TV  Detroit-Windsor,  chartered  a  Bob-Lo  boat  recentlj  to  hosi 
1.000  timebuyers,  agencj  executives,  press  representatives,  and  their  wives 
on  a  five-hour  cruise  while  delineating  tin-  "Bright  New  Look'  story  <>l 
its  fall  programing.  Sales  presentation  was  most  comprehensive  in  history 


SPONSOR    2    M  I'll  mbfr    1963 


J. nk  I  .i/.ur  i"  program  dired I 

\\  \il(    \,  u  Haven 
H.in  mond  |.  (  bene)  to  the  new  post 
dI    station    managei    foi    w  N BF 
Binghamton 

Arthur  H.  Kendall  to  general  man 
im«-i  ni  \\  s1!  I    I  \    I  liim.i  .1  sate! 
itc  station  fi  h  w  SYR  I V    S)  ra<  use 
aims  Norton  to  the  Los    Vngeles 
ftafl  "l  TvB. 

).  Richard  Turner  to  assistant  man 
Iger,  merchandising  &  sales  coordi 
nation,  ol  the  ,» ankee  dn  isi<  in  ol 
ikO  Cei.eial 

I  .oil  J.  Miller  has  resigned  as  gen 
ral  manager  of  WW\  \  Wheeling, 
BFective  16  Vugust. 

Don. ild  W.  Cnthrell,  Jr.  to  account 

«e<  ntive  w  iili  W  T  Mi.  Norfolk. 
[iconic  J.  I  .unci  tn  president  and 

■general    m.inau,cr  and   Neil   K.    Mc- 

Alillan   to  e\eenti\e   \  ne   president 

|  md  sales  manager  ol   Baimi  Broad- 

■astum  Corp.,  \\  11.  \.  Danville,  \  i 

William  \\  .  (.reer  to  executive  see 
l'vtar\    ol    the    Virginia     Vssn     ol 

BroaiU  asters. 

William  Diehl  to  operations  dire< 
or  ol  the  Northeast  Radio  Network 
md  \\  IKO,  Ithaca 

Henr\    S.  NOcrdlinger  to  managei 

A  the  National   Education    Vssn.'s 

lew   Motion  Picture,   Television  and 

Radio    Intormation    ('enter    in    Los 

Vngeles. 

Morric   Ta\  lor   and    Al    Kenyon    to 

he    sales    stall     ol     KMEO,    KQA1 

I'M     Omaha. 

Larr>  \l.  Harding  to  promotion 
manager  ol  W'BTY,  Joseph  Young 
In    promotion    manager    ol     WBT, 

md  Joseph  II.  Dawson  to  sales  pre 
lmt.it ion  writer  (or  VVBTV,  Cliar- 

otte.  Daw  sun  also  writes  fo] 
I.VBTW.  Florenee 

aek    V.  Crahain  to  a<  COUHt  execu 
l  i\e  ol   l\k( )  Oeneruls  San  Francis 
Jo    radio    station     KFRC.     lie     was 
I  lead  ul   the  J      VI  neas  represent,) 

i\e  firm. 

\  arren    I  .   (.amhle   to   account   e\ 
IVntne   at    M   \(     Radio,    Los    Vn- 
l:eles    II,   was  w  it li  Nelson  Roberts 
juid    \ssneiates. 

lobert  (  .  Simmons  to  i  lml  ol   the 
|>.ierainent(i  news  hnrean  oi  K.NN  1 
Vngeles. 

toward  Marsh  to  sales  manager  oi 

I  iroup    \\   s    San     FranOSCO    outlet 
vI'I.N 

Villiam  P.  Hessian.  Jr.  to  assistant 
■  ales  manager  o|    KPIX,   S    F 
harles  Rogers  to  assistant  produc- 


^^                                             ^^ 

w 

W        WPTR 

1 

^^      (2fr 

■«  ■ 

vs* 

1                                         1510 

^a                                                                   ^m 

^L                50.000   v.-                                                     ^k 

^k                                2  4    hr                                             ^k 

Advertisers  and  agencies  can  Dial  a  Rate' 

WI'IK   SiIiiih  Enterprises  50-kw  station  serving  the  Alban)  s                l>- 

i  i oj  Sai  itoga  area    has  en  it'  d  a  new  circulai  rati    card  fur  us-   b)   its 

account  execs,  including  .ill  combination  l>u>s  mi  the  station  from  i  b 

rate  to  52-week  schedules.  Reverse  sidi   "t  thi     Dial-a-Rate"  card  con- 

sists  ^t    station    information    printed    ova    the    station's    coverage    map 

lion  manager  oi  K  I A  I.  Dallas  and 
I .  (  .  \  an  \  leek  to  the  local  sales 

stall   ol    that    station. 

Mitel.    I.itman    to    \VW  DC,    Wash 

ington  s  public  relatii  ins  and  pub- 
licit)    stall 

Nord  Whited  to  assistant  program 
director  ol  K'l'lA  .  LfOs   Vngeles. 
William    G.    (.arr\    to    editorial    di- 
rector for  WBKB,  ( Ihicagi  i 
Miss  Cecelia  Ward  to  weather  girl 

at    WBKB.    She   is   the   (list    \ 

he  featured  as  an  "  in  i  amei  a    pel 
sonality  1>\   a  Chicago  commercial 

l\    station. 

Norm. in  Wag)  to  news  director  ol 
\\  |W  T\    Cleveland 
\.  (  .  R.  stone  to  production  man 
ager  foi  Storer  Programs  in  I  IoHj  - 

wood     I  le  w  as  consultant    l"i     1 

\  ision    \i  lists  ami  Produi  ei s 

Joseph  I  nt/ke  to  \\  N BQ  video  n 

cording   sales   representath  e    ( Ihi 

cago 

Robert  Moses  to  account  executive 

foi  w  PTR  Radio,  Vlban) 

David  J.  Shurtlefl     •  id    Arnold  F. 

Schoen,  Jr.   to   vice   presidents  oi 

the   broadcasting   di>  Lsi  The 

( )utlet  (  tampan)    Shurtlefl  w  ill  be 

in  charge  ol  WJ  Mi  TV  \\l    Provi- 


dence   S<  h"in  mi!  '\  I  )B<  ) 

TV-  \M   I'M    Orlando    ||., 

REPRESENTATIVES 

Mill  I  VI  ION:  I),        Wellington 
in  Seattle  and  ( Ihai  l<  s  1     Burrow  . 
d.ind.  have  annoum  ed  an  affili- 
ition.  In  the  Seattle  marki  I    1 1 
\\  ellington  now    represents 

dio  and   ten   t\    stations  and   is   V 

coast  representative  for  the  Mid- 
night Sun  Broa  "|  Alaska 
Bnnow    represents    1 1    radio    and 

three    t\     stations    m    the    Portland 
market,    and    will    sell    m    Portland 
for  the  Midnight   Sun  network 
four  radio  and  fi\  <    t\    stations 

MToin  I  Ml  NTS  W  I  VB  Port- 
land  and    \\  I  \  1      II-  I      nn 

to  Eckels  &  <  v-  tn<l 

sales  fW0  < 

W  VI  li    1\     W   Lti  rbur)  and  \\  N  \1. 
II  rtfoi       to  Ketl      l     iter 
« lusive  Nev   Englai 

s|{\     \\\  \i;i)s     SLAT1 

•in.  presidi  i  (fin, 

\\  " "!w ard     has    be<  a    appoii  I 

iimaii  ol  the  Statioi 


PONSOR    2    SEPTEMBER     1963 


WHAT  ARE 
YOUR 

PHOTO 

REQUIREMENTS? 


RATES  are  rates  the 
world  over,  and  ours 
are  competitive 
($22.50  for  3  nega- 
tives) 

BUT  QUALITY 

is  something  else 
again  ....  ours  is 
superlative. 

And  SERVICE 

is  still  another  mat- 
ter...  .  ours  is  un- 
beatable! 


SPONSOR-WEEK 


Stations  and  Syndication 


BAKALAR  COSMO 
PHOTOGRAPHERS 

111  W.  56th  St.,  NYC.  19 
212  CI  6  3476 


tatives  Assn's  Awards  Committee 
for  1963-1964.  Serving  a  second 
term  as  chairman  of  the  Television 
Trade  Practices  Committee  will  be 
Sieve  Machcinski,  executive  vice- 
president  of  Adam  Young.  Thomas 
Taylor,  vice-president  of  Peters. 
Griffin,  Woodward,  will  head  the 
Radio  Trade  Practices  Committee 
<>l  the  Assn.,  and  Eugene  Katz, 
president  of  the  Katz  Agency,  will 
head  the  legal  Committee. 

FINANCIAL  NOTE:  MCA  board 
of  directors  declared  a  dividend  of 
37%^  per  share  on  its  outstanding 
convertible  preferred  stock  to 
shareholders  of  record  20  Septem- 
ber, payable  1  October. 

MOVING:    Robert    Lazar    to    the 

Chicago  office  of  Bernard  Howard 
and  Company.  Jerome  J.  Klasman 
to  the  sales  staff  of  Television  Ad- 
vertising Representatives.  He  was 
an  account  executive  with  YVTOP- 
TV,  Washington. 

Howard  Hay  ward  to  the  sales  staff 
of  Robert  E.  Eastman.  He  is  a 
former  vice-president  and  account 
executive  with  House  of  Twiss. 


Lamont  L.  "Tommy"  Thompson  to 
executive  vice-president  of  Tele- 
vision Advertising  Representatives. 
lie  was  with  KPIX,  San  Francisco, 
as  sales  manager. 

SYNDICATION 

SALES:  Group  W's  first  syndicated 
daytime  series  The  Mike  Douglas 
Show  is  KM  sold  out  on  KPIX, 
San  Francisco.  It's  scheduled  to 
bow  today  (2)  .  .  .  Seven  Arts  re- 
ports five  Time-Life  Broadcast  o&o's 
debut  of  En  France  .  .  .  Independ- 
ent Television  Corp.'s  regional  sales 
campaign  on  the  Jo  Stafford  one- 
hour  musical  specials  continues  in 
high-gear  with  recent  sales  to  Ohio 
Bell.  This  sale  follows  30-market 
sale  to  Foremost  Dairies  of  six  ]o 
Stafford  specials  and  previous  sale 
to  Procter  &  Gamble  of  a  single  spe- 
cial. Sales  of  ITC's  one-hour  first- 
run  series  The  Saint  now  run  to  48 
markets  .  .  . 

NEW  QUARTERS:  UBC  Sales 
New  York  office  will  move  to  larger 
quarters  1  September.  The  radio 
and  tv  representative  firm  will  be 

located  at  7  East  43  Street. 


Baseball  going  to  the  dogs 

Celebrating  .it  luncheon  marking  Alpo  Dog  Food's  mid-season  decision  to 
l>u>  partial  sponsorship  of  Chicago  Cubs  coverage  on  WGN  are  (1-rA 
Warren  Lofgren,  Alpo  broker  lor  Chicago  area:  Alpo  pros.  Holxrt  F. 
Hunsicker;  WGN  sportscaster  Jack  Quinlan;  and  S.  A.  Tannenbaum, 
president  ol   Weightman,   Inc.,  agency  in  charge  oi  the  Alpo  account 


1,11 


SPONSOR  2  si  in  mbir   1963 


VIEWPOINT 


A  column  ot  comment 

on  broadcasting/advertising. 

by  industry  observers 


Farm  radio:  every  month  is  harvest  month 


By   NOEL  RHYS 

«-iii  utii  i   vice  i"'  tidt  hi 
Keystone  Broadcasting  System 

i  S  I. n mei s  are  Hexing  theii  mus 
ills  .mil  making  themselves  beard 
throughout  the  land.  The]  recently, 
l>\  ,m  overwhelming  vote,  rejected 
tin-  tough  controls  the)  w  ould  ba>  e 
■ad  to  accept  to  gel  a  guaranteed 
price  for  their  wheat.  Tins  smashing 
rejection  in  the  Face  ol  the  strongest 
,ul in  mist  ral  ion  pi  essu re  clear!) 
demonstrates  thai  the  American 
farmer  retains  liis  rugged  indepen- 
driii  r.  which  has  stood  him  in  such 
lood  stead  during  his  long  and  ln-- 
jguentl)  hectic  p.ist.  This  indepen 
dence  has  made  the  fanner  .1  \  ital 
anil  essential  factor  in  the  Vmei  i<  an 
econom)  Innual  farm  produt  t 
sal.s  equalled  $30,139,736,000  for 
all  the  U.S.  farms  3,703,861  I  in 
B61  \ml  the  listening  post  for  the 
Imerican  farmer  is  undoubted!) 
radii) — farm  radio  with  daily  farm 
programs  beamed  direct!)  to  the 
local  farmer  and  supplying  him 
with  the  local  farm  information  so 
mi rssaiA  for  his  dail)  operation 

Ever)  month  is  harvesl  month  for 
radio  in  America's  booming  farm 
land.  Ever)  year  a  growing  number 
of  national  advertisers  l>n\  into 
rami  market  radio,  not  onl)  foi 
thrir  farm  and  rural  products,  bul 
tor  thrir  general  consumer  products 
is  w.-ll.  \  big  reason  for  this  is  that 
radio  sales  professionals  an-  gathei 
Dg  authentic  sal.s  making  material 

tlu-    market    data    vital    to    am 
gene)  and  client. 

A  typical  example  ot  radio's  foj 

aril    sales    thrust    is    seen    in    data 

thered  b)    tin-  Keystone  Broad- 
ting   System — whose   farm   net 
ork  includes  865  affiliates    i  ova 

g  7s   -  ot  tin-  nation's  farms       \nd 

jsse  figures  show    wh)    there's  a 

t-st    tor    advertisers    in    farm 

dio.  Our  market  stud)  emphasizes 

in  area  bu)  ing  power.  Radio  now 

ow  s  such  necessar)  planning  d  ita 

the  number  oi  pigs  in  Idaho,  for 

1    manufacturers;    the    relative 

«-s  ot  the  apple  and  eherr\   crops 


m  southern  \\  ashington,  f<  >i  an  in 
s.i  tu  id.-  produt  <  i    th<    Dumbei  ol 
cows  grazing  in    <'■    I  i  icas  i  ounties 
foa  a  t< m  emakei .  w  hal  the  sorghum 
crop  pi < 'lit  pet  a.  re  is  in  Nev  M< 
ico  hi  rw  1 1 i.i 1 1 \  balei  s  are  bought  1»\ 
I. ii men    state  l>\  state     i  ount)  b; 
count)    and  such  sui pi ising  I..,  | 
man)   advertisers  as:  farmers  as  .i 
group  an-  the  countr)  s  largest  bu) 
ei    .it   ml   industr)    products;  each 
\ ear  fanners  use  hall  as h  steel 

as    the    entile    aiiti  I    mdiisti  \ 

(  i  iti-ria  demanded 
\loirj.    with    tin-    ii(i  ignit  ion    i  >t 

radio  as  "the  personal  medium"  has 

COme  almost   a   tear  I  >l     or  at   least   a 

confusion  about,  the  pei sonal  equa 
tion  in  radio  selling.  The)   an   out 

there,    these    llsteiieis.    and    liele    We 
are.  the  sellers,  looking  foi   statistics. 

market  data,  regional  breakdowns 

and    the   like    \\  ith   ad\  ei  tisei  S   and 

agencies  increasing!)  demanding 
criteria  tor  marketing  effectiveness 
radio  must  grapple  with  hardei 
problems  in  planning  what  we  want 

to  do.  And  w  hat  we  w  ,ml  to  dl  I  and 

ru  ill  to  di  i  determines  w  here,  w  In  n 

and  how    w  e  sell 

Wh)  an-  national  advertisers 
bullish  about  network  radio  for  the 
farm  audience?  <  Ihiefl)  because  the 
audience  is  there  and  l'\ erest-like 
it  doesn't  move  around!  The  farm 
audience  depends  on  radio  to  a  de 
gree  that  tew  othei  audient  es  do. 
V  i  other  medium  gh es  the  farmei 

and  his  tainih  the  local  news, 
weather,   and    agricultural    inlonna 

tion  the)  need  t. 1  hear  Vnd  no  othei 
medium  gets  su<  h  .  onstant  att<  a 

tion  in  home,  barn  and  field  \nil 
though  the  number  ol  total  (arm 
families  is  de<  reasing,  the  indi\  id 
u.il  farm  and  farm  famil)  is  richer 
than  es  ei  before,  espe<  ialh  in  terms 
of  diseietionaiA  spending. 

Farm  .i\r.[  stations  are  proud  ot 
their  proven  abilit)   to  get  nexl  to 

their  people.  The)  know  then 
names,  and  use  them  on  the  an 

I  he)   pla)   t>>  (oniin  >n  i  ommun 
it\     interests  —  the    count)     fair,    tin 
local  market  exchange,  the  regional 
high    school    baseball    game — the 


llfebl 1     o|      tll.ll      llsl.l  'ion 

line  'in  (  nit   into  the  In] 

llitel  \  lew      t .  1 1  III.  Is     01      |«ist      to     find 

out    w  hat    the)  re    tall  in<j     iboul 

\l    st      stations      that      offd      SD< 

farm    programing    havi  int) 

III      o|      t.UIII     (III..   (•  .1      oil     the     .HI 
II'     s     .1      in. HI      H  ho     klloW  S     lies!      the 

local    l.u  m    conditions     the    |< 
l.u  in.  i  sinter    I     I  nlike  some  othei 
segments  ol  i m  st.i 

tion  I)      offd      then     all      1 

•  I  ait.  st   results    and   list,  iii  I    mall  foi 

ana!) sis  b)   agent  ies  and  ath ertis 
ers  <  me  parting  thought   I' 

-l.u    (  ontai  t    w  ith   l.u  m 

all  o\  ei  the  1 1  'unti  \  foi  man)  - 1  ars 
the  a\ erage  farmer  speni I  r>od 

deal   o|   lu's  tune  out   in  the  open   has 

Ik  t  ouie  (  onditioned   foi    the   mosl 
part  to  rel)  on  radii i  foi  his 

w  ith  the  oiit.i   w  i  n  Id     \nd  w  Inn  In 

returns  to  Ins  farm  in  the  evening 

his  e\  es  sun -sw  ejit  and  w  ind-sw . 

lor   his   e.u  K  to  1),  ,1   and   earl)  I 
rise  routine    it  is  not  ui  ible 

to  aSSUme   that    he   is   lulled    t"   s' 

h\  radio!  ^ 


NOEL    RHYS 


Managei    ol    Kej  stone  s   \ .  ■■ 

^  nrk  iiHh  e  t.n   J  i  \  ears, 

1Ui\  s    has    sold    .mil    scr\  ii  id 
s(  ores    el     ii.itiiui.il    .n  i  (Hints 

in  all  tin-  \iu   ^ork  area 
.ui  .i-i  in  ies    I  li  s  .u  ti\ i    in 
man)    oatioaal  organizations 
\\  lui  li  are  in%  oh  ed   in 
nationwide  broadcast 

partu  ip.itinii    ui    ,i    public 

sci  \  ii  i    n.itiiK     represents 
Keystone  on  various  boards 
and   committee  t 


tfONSOR    2    SEPTEMBER     1963 


61 


•SPONSOR 


President  and  Publisher 
Norman  R.  Glenn 

Executive  Vice  President 
Bernard  Piatt 

Secretary-Treasurer 
Elaine  Couper  Glenn 


EDITORIAL 

Editor 

Robert  M.  Grebe 

Executive  Editor 
Charles  Sinclair 

\il  Editm 

John  Brand 

Senior  Editors 

Jo  Ranson 

H.  William  Falk 

Special  Projects  Editor 
David  G.  Wisely 

Associate  Editors 
Jane  Pollak 
Barbara  Love 
Audrey  Heaney 
Niki  Kalish 

Copy  Editor 
Tom  Fitzsimmons 

Assistant  Editor 
Susan  Shapiro 

Washington  News  Bureau 
Mildred  Hall 


ADVERTISING 

Southern  Sales  Manager 
Herbert  M.  Martin  Jr. 

Midwest  Manager 
Paul  Blair 

Western  Manager 
John  E.  Pearson 

Production  Manager 
Mary  Lou  Ponsell 

Sales  Secretary 

Mrs.  Lydia  D.  Cockerille 


CIRCULATION 

Manager 
Jack  Rayman 

John  J.  Kelly 
Mrs.  Lydia  Martinez 
Anna  Arencibia 
Mrs.  Lillian  Berkof 


ADMINISTRATIVE 

Assistant  to  Uie  Publisher 
Charles  L.  Nash 

^CO  muting 

Mrs.  Syd  Guttman 
Mrs.  Rose  Alexander 

( General  Services 
George  Becker 
Madeline  Camarda 
Michael  Crocco 
Dorothy  Van  Leuven 
H   Ame  Babcock 


Staff 


'SPOT-SCOPE 


Significant  news, 
trends,  buying 
in  national  spot 


VOLVO  GEARED  FOR  DRIVE 

Volvo  altomobilk  all  set  to  air  a  spot  campaign  oil  both  radio  and 
television  in  about  15  markets.  Markets  were  selected  according  to  dis- 
tribution of  the  product.  Minute  spots  will  be  used  in  both  media,  nighttime 
for  television  and  daytime  for  radio.  Drive  will  run  through  November.  Fete 
Berla,  media  director  at  Carl  Ally,  Inc.  ( Xew  York)  handled  promotion  for 
the  campaign. 

GS&L  beams  on  suburbanites 

Guaranty  Savings  &  Loan  Association  (San  Jose,  Calif.)  is  in  the  midst  of 
a  six-month  radio  drive  that  will  continue  through  December  on  13  radio 
stations  in  the  San  Francisco  Bay  area  and  Salinas.  A  total  of  150  to  200 
one-minute  spots  per  week  are  being  broadcast  on  KSBW  and  KDON 
(Salinas);  KLIV  and  KXRX  (San  Jose);  and  KGO,  KSFO,  KCBS,  KABL. 
KPEN,  KFRC,  KNBR,  KDFC,  and  KKHI  (all  San  Francisco).  Target  of  the 
promotion  is  the  young  suburban  family.  Agency  is  Kennedy-Hannaford 
(Hayward,  Calif.). 


TV  BUYING  ACTIVITY 

►  Schick  Safety  Razor,  will  spend  a  record  quarterly  budget  of  $1.5  million  in 
its  regular  end  of  the  year  promotion,  via  Compton  Agency  of  Los  Angeles. 
Extensive  use  of  tv  and  radio  spots  is  included  in  the  multi-media  drive. 
Bruce  Altaian  is  account  executive. 

I>  Maxwell  House  Coffee  starting  a  tour-week  special  promotion  in  selected 
southern  markets  the  first  week  in  September.  Campaign  will  utilize  frinjfl 
minutes  and  prime  20s.  Buyer  at  Ogilvy.  Benson  &  Mather  (New  York)  is 
Gene  Hobicorn. 

y  General  Mills  Red  Band  Flour  campaign  set  to  begin  15  September  to  run 
through  12  October.  Buyer  Mike  Washburn  Interested  in  daytime  and  frinfl 
minutes.  Agency  in  charge  of  the  account  is  Dancer-Fitzgerald-Sample  V  I 
York). 

^  Nabisco's  Milbrook  bread  campaign  will  start  4  September  and  run  tor  tour 
weeks.  Buyer  Bob  Starch  at  McCann-Erickson  (New  York)  purchasin 
daytime  minutes  lor  the  drive. 

t  Peter  Paul  candy  buying  early  fringe  minutes  and  prime  20s  for  an  eight 
week  campaign  starting  13  October.  Buyer  is  Dorothy  Medanic  at  Dancer- 
Fitzgerald-Sample  (  New  York  | 

^  National  Dairy  Sealtest  campaign  begins  earl)  September  lor  a  two-week 
drive  of  prime  chainbreaks.  The  timebuver  is  Dee  Mack  at  \  W  Wei 
|  Philadelphia). 


SPONSOR    2    SEPTEMBER    1963 


Why  it  pay. 


if 


to  advertise  your  station 
in  a  broadcast  book 


YOU  PINPOINT  YOUR  BEST  PROSPECTS 


1  11  a  field  where  a  select  group 
oi  people  really  />//\s  national 
time  you  look  for  the  specialized 
broadcast  book  to  carr\  your  m\ 
message. 

One  reason  is  the  logic  of  mak- 
ing your  impression  where  the 
interest  is  greatest.  Broadcast 
b(H)ks  are  lailormade  for  people 

involved  w  itfa  t\  radio  advertis- 
ing matters. 

Another  is  economy.  Ask  your 
national    representative.    He'll 

tell   you   there  are  onl\    several 


thousand  readers  worth  spend- 
ing moiH\  co  reach  w  itfa  your  .id 
message.  The  hooks  that  otter 
box-car  circulation  figures  also 
otter  higher  page  rates  and  high- 
ly diffused  readership. 

In  a  nutshell,  specialized  trade 
hooks  run  rings  around  non-spe- 

cialized  hooks  in  abilitj  to  target 
a  specialized  audience  in  prac- 
tically am  field. 

I  he  broadcast  advertising  field, 

which  has  some  outstanding 
books,  is  certain!)  no  exception. 


a   ser\  ice 


e  of 


S    P    o 


s  o 


And   Here's  Why... 

•   EXCITING,  COLORFUL  LOCAL  PROGRAMMING 

Central  New  York's  greatest  news  department;  Upstate  New  York's  only  live 
musical  variety  show;  celebrity-filled  live  women's  show;  outstanding  docu- 
mentaries that  out-rate  network  programs. 
GREATEST  TV   PERSONALITIES 

Fred  Hillegas,  Joel  Mareiniss,  Jerry  Barsha  and  experienced  news  staff  of 
seven;  Denny  Sullivan  and  the  WSYR  Gang;  musical  variety  show  starring 
Eileen  Wehner  and  Fred  Krick;  Bill  O'Donnell,  sports;  Ed  Murphy,  movies  and 
weather;  Kay  Russell,  women;  "Salty  Sam,"  Popeye  host.  Central  New  York's 
greatest  salesmen! 
BEST  TECHNICAL   FACILITIES 

In  Central  New  York — first  with  color;  first  with  video  tape;  first  with  a  mod- 
ern, completely-equipped  TV  center  and  the  only  channel   with   maximum 
power  at  maximum  height. 
EXPERIENCE   AND   "KNOW-HOW" 

A  top  flight  veteran  staff  directed  by  executives  averaging  more  than  20 
years  at  WSYR-TV.  No  "Johnny-come-latelies,"  these. 
OVERWHELMING   SUPERIORITY 
*WSYR-TV  delivers  38  per  cent  more  homes  than  the  No.  2  station. 


Get  the  Full  Story  from  HARRINGTON,  RIGHTER  &  PARSONS 


ftjft 


40c  a  copy  and  $8  a  year  /9    SEPTEMBER    1963 

SPONSOR 


THE    WEEKLY    MAGAZINE    RADIO   TV    fi 


NBC  L1B 


•JSE 


Negro  models 
move  into 
tv  field       p21 


DIGEST   P6 


S0  *>  ' 

6    0  <^J> 
P    s*   c*   v, -* 

o      o 

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Channel  2  means  BUSINESS! 


\ 


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£n  the  Xm\  c[ 


GREEN     BAY,    WISCONSIN 


Li 


REPRESENTED  BY  ROBERT  E    EASTMAN  J.  CO..  INC   ■« 


'SPONSOR-WEEK 


Late  news 

in  tv/radio  advertising 

9  SEPTEMBER  1963 


NAACP  advertising  demands:  Six  point  pro 
Dram  calling  for  greater  utilization  oi  Negro 
performers  and  personnel  in  mass  media  was 
presented  last  Thursday  to  102  representatives 
of  56  advertising  agencies,  which  account  for 
two-thirds  "t  advertising  volume,  .it  session 
arranged  1>\  the  American  Association  ol  Ad- 
vertising Agencies,  i  for  full  report  on  Neg 
in  advertising,  see  pagi    21).  Demands  pre- 
sented by  Thomas  G.  Nousom,  National   \ 
ci.ition  for  the  Advancement  of  Colored  P 
pic  west  coast  attorney .  were: 

1.  Recognition  by  all  media  that  2(>  million 
consumers  arc  represented  in  every  stratrum 
of  American  life  that  these  consumers  range 
from  unskilled  laborer  to  highest  paid  pro- 
fessionals. 

2.  Dropping  of  all  racial  barriers  in  spon- 
sored radio  and  tv  program-,  and  commercials, 
and  unrestricted  use  of  Negro  performers. 

3.  Policy  of  merit  employment  by  all  agen- 
cies within  their  own  organizations. 

4.  I  ->  of  Negro  models  in  print  media 
advertising. 

5.  Recognition  of  Negro  pre-<  and  unre- 
stricted  use  of  advertising  in  all  media. 

6.  \\  ithin  1  \.  continuing  group  or  com- 
mittee be  established  for  negotiation-  concern- 
ing implementation  of  demands  and  resolving 
any  future  problems. 

NAACP  acknowledged  "token  gain-."  hut 
urged  expansion  by  all  media,  sponsors  and 
agencies.  Meeting  Thursday  was  one  of  ,i  series 

conducted   by  the  association  with   leader-  of 

mass  media.  Spokesman  for  the  1   \.  in  state- 
ment issued,  -aid  major  agencies  have  already 

agreed  to  policy  against  discrimination  in  em- 
ployment of  talent.  The  4  \  iterated  previous 
actions  taken  and  noted  employment  of  N<  I 
in  agencie-  was  being  pursued.  Harry  F. 
Schroeter.  chairman  of  the  Association  of  Na- 
tional Advertisers  and  advertising  he. id  at 
National  Biscuit,  emphasized  conviction  of  ad- 
vertisers to  end  discrimination. 


Integration  footnote:  New  York's  acting  labor 
commissionei  James  J.  McFadden,  Saturday 

-.ml  tli.it  lo  major  advertisers  *ill  have  inte- 
grated advertising  bj  end  of  the  month.  In 
\\l  IB.  New  York  radio  appearance,  \h  I 
den  also  noted  efforts  to  provide  non-white 
personnel  through  an  "Operation  Iah-nt 
<  lent 

New  Simmons  studies:  Second  edition  of  \\  . 
H.  Simmons  study  of  market-  and  media  reach- 
ing will  go  into  held  1.")  October.  Also,  new 

■'Simmon-  Stud\  of  Ma--  Market-  and  Media 
beaching  Them"  to  mca-iire  cumulative  audi- 
ence- oi  ten  publication-  and  network  t\  pro- 
grams will  be  conducted  in  January  1964. 
ncies  subscribing  to  Simmon-  information, 
company  report-,  now  include:  BBIH).  Benton 

&  Howie-.  Leo  Burnett.  Chirurg  &  Cairns, 
i  lompton,  Dancer-Fitzgerald-Sample,  I  •'  \n\ . 

Doyle  Dane  Bernbaeh:  Foote.  (lone  &  Behl ing; 

Kenyon  &  Eckhardt;  C.  J.  LaRoche,  Matbes, 
Mathisson;  Ogilvy,  Benson  &  Mather;  Reach 

McClinton;     SSC&B,     Sa«  khemi.     J.      Walter 

Thompson,  Young  &  Rubicam,  and  Warwick  & 

I.egler. 

Storer  enters  CATV:  Storer  Broadcasting  has 

entered   the  CATV   field   with  the   purcha-- 
the  majority  interest   [eighty  per  cent  I    in  the 

Southern  California  Cable  Television,  on 

and  operator  of  community  antenna  television 

Bystems  in  Ojai  Valley  and  the  thousand  <>ak- 

area   of  Conejo   Valley   in   Ventura  County. 

rge  B.  Storer,  Jr..  president  of  the  Miami 

baaed  Company  made  the  announcement,  lb 
-aid   that   Victor  Sharar.  one  of  t  iity 

owner-  of  Southern  California   Cable    I 

\  ision.  would  remain  as  a  minority  stockholder 
and    a-   \  ice   president   and 

Richard  A.  Moore,  tv  consultanl  and  broker, 

and     former    pre-ident    of    the     I       i  --Mirror 

Broadcasting,   I  os 

minority  shareholder  and  a  vice  pre-ident  and 
director  of  the  CA  I  V  company. 


:>W0R  '9    SEFTFMBFR    1%? 


'SPONSOR-WEEK 


Late  news 

in  tv/radio  advertising 


Instant-On  TV:  Westinghouse  reports  stepped- 
np  ad  schedule  for  the  1964  line  of  "Instant- 
On""  tv,  and  transistor  stereo.  "Instant-On"  t\. 
available  on  all  new  Westinghouse  sets,  keeps 
tube?-  wanned  while  set  is  off  and  protects 
chassis  and  pails  from  corrosive  humidity.  The 
enlarged  schedule  includes  23  full-page  inser- 
tions in  TV  Guide,  Reader's  Digest,  The  Neit 
Yorker,  Newsweek,  Esquire  and  Sports  Illus- 
trated, the  latter  four  added  this  year. 

Sponsor  renews  sports  show:  United  Motors 
Service  Div.,  General  Motors  (via  Campbell- 
Ewald)  has  renewed  its  sponsorship  of  ABC 
radio's  Tom  Harmon  Sports  Show.  Harmon 
will  again  make  12  to  15  trips  during  the 
1963-64  season  to  sites  of  major  sporting 
events  wherever  they  occur  throughout  the 
world.  Harmon  will  continue  to  visit  United 
Delco  dealers,  speaking  at  meetings  and  greet- 
ing the  company's  personnel  on  his  trips.  First 
travel  date  of  the  new  season  for  Harmon  staff- 
ers will  he  1  October  when  they  arrive  in  the 
American  League  city  (probably  New  York) 
to  begin  their  coverage  of  the  1963  World  Se- 
ries. 

Geritol  marches  on:  The  Geritol  case  is  plod- 
ding slowly  along  through  charges  and  counter 
charges  at  the  Federal  Trade  Commission  and 
will  probably  be  there  well  into  1964. 

The  J.  B.  Williams  Co.  is  bringing  up  the 
last  of  its  battery  of  doctors  expert  in  hemotolo- 
gy  and  has  tossed  in  a  psychologist,  presum- 
ably to  get  some  human  behavior  foibles  favor- 
ing its  viewpoint,  on  the  record.  The  company 
and  Parkson  Advertising,  both  of  New  York, 
are  fighting  FTC  charges  that  taking  Geritol  for 
that  tired  feeling  may  mask  more  serious  dis- 
orders characterized  by  same  symptoms  as  iron 
deficiency  anemia.  FTC  would  require  fairly 
dismaying  warnings  on  Geritol  advertising  and 
packaging  to  this  effect.  The  agency  reached  a 
consent  in  a  similar  case  in  advertising  of  New 
Super  Hadacol. 


Final  no  on  option  time:  Federal  Communi- 
cations Commission  has  denied  ABC  and  CBS 
petitions  for  reconsideration  of  option  time 
ban.  ABC  challenged  on  the  basis  of  competi- 
tive imbalance  among  networks,  and  conse- 
quent loss  to  public  service  in  weakening  of  the 
third  network.  ABC  petition  said  dual  bar  to 
option  time  and  third  vhf  outlets  in  the  anti- 
drop-in  decision  spelled  double  jeopardy  for 
the  network.  (FCC  will  hold  oral  hearings  on 
drop-in  question  4  October.)  CBS  had  argued 
for  its  affiliate  incentive  plan,  cut  off  in  the 
bloom  of  youth  by  FCC's  secondary  bar  to  any- 
thing having  the  "same  restraining  effect"  as 
option  time.  Commission  was  unsympathetic  to 
ABC  plea  for  holding  the  option  time  ban  in 
abeyance  until  affiliate  contracts  based  on  the 
practice  had  run  out.  FCC  said  this  would  re- 
quire about  two  years- — and  that's  too  long. 

Whitman  to  Gardner:  Gardner  Advertising 
has  been  appointed  agency  for  Stephen  F. 
Whitman,  a  division  of  Pet  Milk  since  a  year 
ago.  With  the  1  January  move,  Gardner  will 
be  agency  for  all  Pet  products  in  the  U.S. 
N.  W.  Ayer  has  the  Whitman  account  cur- 
rently. While  most  candy  companies  use  exten- 
sive tv  advertising,  Whitman  has  relied  mostly 
on  magazines  and  newspapers,  with  an  occa- 
sional tv  drive,  though  none  last  year.  Gardner 
account  supervisor  will  be  Kenneth   Rnnvon. 

Newsmakers:  J.  William  Mason  is  named 
manager  of  Storer  Television  Sales  Atlanta 
office.  He  has  been  southern  sales  manager  for 
Storer  Programs.  .  .  .  Kenneth  E.  Moore,  v. p. 
and  account  group  manager  of  Fuller  &  Smith 
&  Ross,  becomes  v. p.  and  manager  for  agency's 
Boston  office  1  October.  Moore  succeeds  Robert 
J.  McMahon.  who  is  being  transferred  to  Los 
Angeles  office.  .  .  .  Marshall  Karp  has  been 
promoted  to  eastern  sales  manager  for  ABC 
TV.  He  was  formerlv  an  account  executhe 


SPONSOR    0    sfptfMBER    19 


NO  OTHER  STATION 

CAN  MAKE  THIS 

STATEMENT 

5  CONSECUTIVE  YEARS 


MOBILE-PENSACOLA 

OjJuoxJMMj 

February  March  1963 


1962 1961  I960  1959 


Exception  To  The  Rale 

WKRG-TV  —  Mobile— Pensacola 

has  averaged  509?   or  more  ■hare  of 
audience  in  everj  March  VKIl  measoremenl 
since  1959,  from  ')  a.m.  to  midnight.* 

'.tc.   u»«sl  hirrln  *n-  i-4tlro.tr-> 
\  ■  rr    nv«.ut>mrnl     <Ul«     »■ 

limn .-  tUrlal    »n.l    -  -t    m»>    not    b.    tcrvrmU 

mMinrfi  of 

Represented  by  H-R  Television,  Inc. 

or  call 


I® 


C.   P.   PERSONS,  Jr..   General    Manager 


»3   lotion  VHF   m«rltf. 


PONSOR    '-    SEPTEMBER     1963 


maximum 

HEIGHTS 
POWER 


'SPONSOR 


coming  soon  to       26 

WSPA-TV 


Construction  of  the  new  WSPA-TV 
transmitter  on  Hogback  Mountain, 
to  be  completed  next  month,  will 
increase  coverage  in  the  Carolina 
Piedmont  and  Western  North 
Carolina. 


BEFORE 
HOGBACK 


AFTER 
HOGBACK 


FULL  POWER 


♦ 


UmM* 


muMi 


57%  Circulation  Increase  in 
Grade  B  Contour 


FOR  FURTHER  INFORMATION 
CALL  HOLLINGBERY 

WSPA-TV  7 

SPARTANBURG,  S.  C. 


9  SEPTEMBER    1963 


VOL.  17  No.  36 


21       Negro  Models  Being  Sought  For  TV 

Their  use  in  video  commercials  is  now  on  the  upswing,  but  theii 
appearance  on  the  tv  scene  is  not  always  indicative  of  a  trend 


Sears  Engages  North  For  Spot  TV-Only  Test 

Agency  will  conduct  "experimental"  13-week  campaign  for  retailei 
in  Chicago,  New  Orleans,  Kansas  City.  Link  with  OBM  unchanga 


26       D-F-S  New  Agency  For  De  Luxe  Reading  Corp. 

Elizabeth,   N.  J.   toy   company,  selling  nationally   in   supermarkets 
will  continue  to  favor  tv.  Had  $4  million  media  budget  last  yea: 

ADVERTISERS 

28       Radio/TV  Advertisers  Face  Maze  Of  Problems 

Advertising  directors  and  agency  executives  list  those  outstanding 
but  emphasize  that  many  other  difficulties  lurk  behind  the  scenef 

41       Calls  Computer  Good  Indian  But  No  Chief 

Grey  Advertising  admits  "bullishness"  on  its  future  in  marketincl 
but  concedes  shortcomings  in  its  fulfilling  of  expectations 

TV   MEDIA 

44       Patterns  Seen  Changing  In  Nighttime  Reruns 

"Repeat  cycle    is  now  tending  to  start  earlier  and  finish  later;  we'l 
executives  and  agency  officials  hold  diverse  views  on  practice 

RADIO    MEDIA 

53       Warwick  &  Legler  Continues  Emphasis  On  Radio 

Agency  will  direct  estimated  20-30%  of  1963  billings  to  medial , 
stressing  the  value  of  the  spoken  word  in  selling  effective!} 

STATION    REPRESENTATIVES 

60  Broadcast  Time  Sales  Franchise  Operation  Proceed 

Philadelphia  office  is  sold  to  Adam  K.  Riggs.  first  step  in  plan  b 
RTS  to  franchise  offices  in  17  major  cities 

TV    SYNDICATION 

61  Hollywood  Stockpiles  Color  Feature  Films 

Network  advertisers  programing  polychrome  pictures  as  framewoi 
for  color  commercials.   Distributors  and  svndicators  also  interest! 


Calendar 

Commercial  Critique 
Timebuj  er  s  Comer 
Washington  Week 


DEPARTMENTS 

3 

Sponsor  Week — late  news 

16 

8 

Publishers   Report 

18 

10 

555  Fifth 

55 

13 

Sponsor-Scope 

65 

CBS  for  the 
46th  Market' 


'SM  Survey  of  Buying  Power  June  10,    1963 


•firJ1 


ri<i»-> 


SPONSOR  1  Combined  with  TV,  US.  Radio,  U.S.  FMk.  j  1963  SPONSOR  Publications  If 
EXECUTIVE,  EDITORIAL,  CIRCULATION,  ADVERTISING  OFFICES:555  Fifth  Ave  ,  N« 
York    10017     212  MUrroy  Hill  7-8080. 

MIDWEST   OFFICE:612    N.   Michigan   Ave.     Chicago    11,312-MO  4-1166. 
SOUTHERN    OFFICE:    Box    3042,    Birmingham    12,   Ala.    205-FA    2-6528. 
WESTERN   OFFICE:   601    California   Street,   San  Froncisco  8,   415   YU    1-8913. 
PRINTING  OFFICE:    229  West  28th   St.,   New  York    10001,    N.   Y. 
SUBSCRIPTIONS:  U.S.  $8  o  year.  Canada  $9  a  year.  Other  countries  $1  1   a  year.  Si 
copies  40c.   Printed  m  USA    Published  weekly.  Second  class  postage  paid  at  N.Y 


iing  I 


SPONSOR    9    SEPT1  Miu  K 


WJBK-TV  is  just  your  dish  to 
clean  up  with  the  18  to  39  year 
olds  in  the  Detroit  market1  And, 
with  our  sparkling  new  Fall  line- 
up, we'll  rate  higher  than  ever 
with  these  big-buying  gals  Two 
top  favorites  are  back  the 

Morning  Show,  9  to  10:30  a.m., 
and  the  Early  Show,  4 .30  to  5 :55 
p.m.,  plus  great  new  syndicated 
shows  and  the  best  of  CBS.  Even 
a  bright  new  on  the  air  identifica- 
tion for  our  new  TV2  season.  Call 
your  STS  man  for  details. 


WJBK-TV 

DETROIT 


® 


-  < fTS 

STORER 

HK'Hlx  i\II\<.  (  HMI1S) 


^■•ICt  H    I  M  I  x  ISION 

BUM  t  •<    is. 
Krpc  rocnlalur*    (or   all 


I 


Keep 
Watching 
I  he 
Quarks' 


LOCATED  IN 
MISSOURI'S 

BIG 

THIRD  MARKET 

DOMINATES 

THE   $3.3 

BILLION    MARKET 
IN 

59  COUNTY 

PRIMARY   AREA 


KWTO  dehvers  270°o  more 
counties  than  the  second  sta- 
tion  This    means     145,573 

more  population,  $2,873,886, 
000  more  C.S  I  and  52,034, 
538,000  greater  retail  sales 

SRDS  CM   Data   May   '63 

plus 

METROPOLITAN 
DOMINANCE 

The  March,  1963,  Springfield, 
Missouri  HOOPER  shows  KWTO 
with  a  40.8%  average  share  of 
audience  (6  a.m. -6  p.m.  M-F) 
The  second  rated  station — only 
250  watts  at  1340  kc  delivers 
an  average  32  5%  all  day  share 


on  560  kc  with 
5000  WATTS 

means  if  serves  an  area  of 
60,000  sq.  miles.  It  would 
fake  590,000  wafts — or  118 
times  the  power  than  KWTO 
to  serve  the  same  area  at 
1260  kc. 


Contact:  Savalli  /Gates 
formerly  Pearson  Nation.il 
Reprcsenfitives,    Inc 


PUBLISHER'S 
REPORT 


Cne  man's  vi?w  of 
significant  happenings  in 
broadcast  advertising 


Springfield,   Missouri 


Notice  something  different  about  SPONSOR? 

Back  in  1946  sponsor  committed  trade  paper  heresy  by  coming  oi 
with  a  monthly  that  was  just  as  easy  to  go  through,  just  as  pi< 
torial,  lively,  and  exciting  as  a  consumer  magazine. 

Readers  took  to  the  idea  immediately.  So  did  other  trade  pul)li< 
tions.  We  note  with  pleasure  that  today  most  leading  business  magi 
zines  take  nearly  as  much  interest  in  their  appearance  as  in  thei 
contents. 

As  you  turn  the  pages  of  this  issue  you'll  note  something  new  a] 
different  about  our  look.  We've  found  a  way  to  help  our  busy  reads 
(and  there  are  none  busier  than  the  agency  and  advertiser  folks  whj 
read  sponsor)   get  more  out  of  their  reading  time.   After  carefi 
research  and  planning  we're  putting  it  into  effect. 

The  departmentalized  flow  book  which  we  introduce  with  this  issi 
is  different  from  other  sponsors  in  a  number  of  ways.  It  combhi 
articles  with  news  in  seven  easily-identifiable  sections:  general,  adve 
tisers,  agencies,  tv  media,  radio  media,  station  representatives,  an 
tv  syndication.  Evervthing  is  self-contained.  No  jumps.  Four  key  d-l 
partments  are  packaged  on  eight  pages  of  yellow  stock.  No  ads  ai 
permitted  to  face  the  inside  front  or  inside  back  cover-  as  is  com  mo  I 
with  practically  all  trade  periodicals;  sponsor-week  on  yellow  fact 
the  inside  front  cover,  washington-week  on  yellow  faces  our  insk 
back.  Two  departments,  timebuyer's  corner  and  washingto: 
week,  have  been  expanded  in  answer  to  repeated  requests  from  oi 
readers. 

The  book  is  now  saddle-Stitched  instead  ol  side-stitched.  There  i> 
lull  quota  of  new  type  laces,  with  others  on  order.  They've  b 
selected  to  reflect  the  timeliness,  usefulness,  attractiveness,  and  impo 
tance  of  the  repackaged  sponsor. 

For  the  first  time,  ads  will  be  accommodated  adjacent  to  displi 
pages  of  articles.  A  centei  spread  ad  is  available  ever)  i>sue.  Ads  a 
being  sold  opposite  all  eight  yellow  page-. 

This  repackaged  project  will  help  our  busy   readers  keep  bett 
posted.   It  will   help  SPONSOB   in   it>  continuing  task  ot   selecting 
essentials  in  the  week's  news,  trends,  and  developments   -in  sepaa 
ing  the  chaff  from  the  wheat. 

We  will  continue  to  concentrate  100',  on  serving  those  who  hi 
t\  and  radio  time  and  programs  nationally. 

Practically    ever)    reader   gets    more    periodicals   across    his   del 
and    in    his   home   than    he   can    handle.   Our  job    is   to    bring    you 
weekl)    SPONSOR   that   gi\c-   miii   the  essentials  and   conserves   yoi 
time,  doing  it  >o  well  that  it  rates  priority  reading.  Drop  me  a  lit 
and  tell  me  how  \ou  like  it. 


frT-fct*/" 


SPONSOR    'i   si  imi  \iniK    19l 


MADE  TO  ORDER! 

HALF-HOUR  PROGRAMS 

for  that  late  afternoon  or  early  evening  spot  •  Both  first  run  off  the 
network  •  Check  on  details  and  availabilities  in  your  market  today. 

1 


THE 
THIN 
MAN 

stars 

Peter  Lawlord 

Phyllis  Kirk 

America's  favorite 

ight-hearted 

sleuths 

72  spisode: 


NORTHWEST 
PASSAGE 


stars 


Buddy  Edsen  •  Keith  Larsen  •  Don  Burnett 

the  exciting  exploits  of  Rogers  Rangers 

24  episodes — in  color 

Currently  No   1  syndicated  show  in  New  York  City.  7  p  m.,  M  ; 


MGM 


TELEVISION 

NEWYC:  -GO 

CULVER  CITY  TORONTO 


*555  FIFTH 


Letters  to  the  Editor 
and  Spo.isor  staff 


SOLID  BROADCAST  INFORMATION 

The  story  in  the  2  September  is- 
sue ol  SPONSOB  Oil  "Alitalia  (iocs 
Stereo"  is  -4rr.it  and  we  arc  delight- 
ed to  sec  it.  Your  article  not  only 
raptures  the  excitement  of  the  proj- 
ect but  presents  solid  broadcast  in- 
formation in  scope  and  depth. 

Mary  Kimbrough, 
Gardner  Advertising 
St.  Louis 

PROMOTION  MANAGERS  REPLY 

The  Publishers  Report  in  your 
26  August  issue  is  a  wonderful  and 
well  deserved  tribute  to  the  pro- 
motion managers  of  America's  radio 
and  television  stations,  and  particu- 
larly to  Dan  Bellus,  Don  Curran 
and  John  Hurlbut. 

It's  mighty  gratifying  to  check 
the  role  of  ex-promotion  managers 
and  see  how  many  have  gone  on 
to  management  and  ownership  in 
this  industry  of  ours. 

\nd,  once  again,  thanks  on  be- 
half of  all  of  us  for  pointing  up  this 
trend  in  print. 

Robert  L.  Hutton, 
Vice  president 
Edward  Petry  &  Co. 
New  York 

Thanks  for  your  editorial  of  26 
August.  Now  that  I'm  attempting 
to  publish  a  weekly  newspaper,  1 
may  hold  some  sort  of  record  in 
the  Broadcasters'  Promotion  Assn.! 

Your  observation  about  promo- 
tion is  interesting.  Perhaps  "things" 
haven't  changed.  Perhaps  "promo- 
tion men"  have  been  limning  sta- 
tions all  along.  Many  of  broadcast- 
ing's    pioneers     were     essentially 

promotion  men.  They  had  to  be  to 
give  broadcasting  the  start  it  need- 
ed.   Thej     happened    to    be    station 

managers  ton.  because  a  lot  ol 
management  level  individuals  in 
other  enterprises  did  not  have  the 
irage  t"  go  into  the  infant  in- 
dustry. 

In  Other  words,  the  men  who  had 

the  promotion  talent  in  the  old 
days  were  the  men  who  started 
radio   stations,   or   who    were    the 

1  K  sales  managers. 

In  toda)  s  grow  ing  indusb  \ , 
lino  s  more  and  more  room  lor  the 
promotion  man    Ownership  recog- 


111 


ni/.ing   this    need   rapidly   and   im- 
pressively. 

John  F.  Hurlbut. 

President  and  General  Mgr. 
WVMC,  Mt.  Carmel,  III. 

Thanks  for  the  very  nice  compli- 
ments to  BPA.  I  agree  with  you. 
but  its  so  nice  to  see  the  statement 
in  type  in  one  of  the  most  respect- 
ed of  the  trade  voices. 

Gene  Godt, 
Mgr.  Adv.  and  Sales  Promotion 
KYW-TV,  Cleveland 

"UNWARRANTED  INTERVENTION" 

With  the  vast  majority  of  broad- 
casters, the  Susquehanna  Broad- 
casting Company  believes  that  the 
Federal  Communications  Commis- 
sion's proposal  to  convert  the  NAB 
code  into  law  represents  a  most 
dangerous,  unwarranted  interven- 
tion of  government  into  private  in- 
dustry. If  adopted,  this  proposal 
could  threaten  the  very  existence  of 
commercial  broadcasting. 

Our  company  has  filed  comments 
with  the  FCC. 

Arthur  W.  Carlson, 
Vice  Pres;dent  and  General  Manager 
Susquenanna  Broadcasting,  York,  Pa. 

5-CITY  DIRECTORY  ESSENTIAL 

Please  send  me  six  copies  of 
Sponsor's  1963  5-City  TV  RADIO 
Directory.  I  was  given  a  copy  by 
an  agency  friend  in  Chicago  and 
have  found  it  as  essential  and  help- 
ful as  a  part  of  my  daily  attire  as 
the  card  ease  you  furnished  at  the 
NAB  Convention  in  1957.  Inciden- 
tally, I  still  carry  this  ease  and 
though  it  is  loaded  with  credit 
cards,  etc..  it  is  wearing  well.  By 
the  way,  thank  you  for  the  fine  ar- 
ticle on  Video  Varieties  1  July. 

Jack  Hartley, 
Nat  onal  Sales  Manager 
Video  Varieties,  Pittsburgh 

GOOD  WORD  FROM  WNAC 

\  million  thanks  lor  using  our 
Scaly  renewal  picture  in  the  ■!('< 
August  issue  ol  your  magazine  .  .  . 

It  hardh  seems  possible,  but 
SPONSOB  gets  belter  and  better  each 
issue.  Love  your  artful  slotting  of 
two-column  pictures! 

Phyllis  R.  Dougherty, 
Director  ot  Publicity 
WNAC.  Boston 


President  and  Publisher 
Norman  R.  Glenn 

Executive  Vice  President 
Bernard  Piatt 

Secretary-Treasurer 
Elaine  Couper  Glenn 


EDITORIAL 

Editor 

Robert  M.  Grebe 

Executive  Editor 
Charles  Sinclair 

Art  Editor 
John  Brand 

Senior  Editors 
H.  William  Falk 
David  G.  Wisely 

Associate  Editors 
Jane  Pollak 
Barbara  Love 
Audrey  Heaney 
Niki  Kalish 
Jacqueline  Eagle 

Copy  Editor 

Tom  Fitzsimmons 

Assistant  Editor 
Susan  Shapiro 

Washington  News  Bureau 
Mildred  Hall 


ADVERTISING 


Southern  Manager 
Herbert  M.  Martin  Jr. 

Midwest  Manager 
Paul  Blair 

Western  Manager 
John  E.  Pearson 

Mid-Atlantic  Manager 
John  C.  Smith 

Production  Manager 
Mary  Lou  Ponsell 

Sales  Secretary 

Mrs.  Lydia  D.  Cockerille 


CIRCULATION 

Manager 

Jack  Rayman 

John  J.  Kelly 
M's   Lviia  Martinez 
Gloria  Streppone 
Mrs.  Lillian  Berkof 


ADMINISTRATIVE 

Assistant  to  the  Publisher 
Charles  L.  Nash 

Accounting 
Mrs.  Syd  Guttman 
Mrs.  Rose  Alexander 

( General  Services 
George  Becker 
Madeline  Camarda 
Michael  Crocco 
Dorothy  Van  Leuven 
H.  Ame  Babcock 


J 


Historic  Ttmp  t 


Why  KSL-TV  bought  Volumes  3,4  and  5 
of  Seven  Arts'" Films  of  the  50s". 

Says  Lloyd  Cooney: 

Vice  President  and  General  Manager  of  KSL-TV,  Salt  Lake  City,  Utah. 


ecause o 
we  had  with  Seven  Arts' Volumes  U 


"Features  have  always  been  good  in  this  market,  and  as  you  know,  the  other 
stations  here  have  programmed  prime  time  network  movies.  We  wanted  to  provide 
a  prime  time  exposure  for  local  sponsors,  so  we  bought  Seven  Arts'  films  and 
upped  our  rate  card  from  section  two  to  premium  rate.  It's  been  that  way  ever  since. 

"Ratings  for  our  Friday  night  (7:30  9:00  P.M.)  time  slot  in  which  we  program  our 
Seven  Arts'  'Films  of  the  50's'  show  us  now  to  be  *1  in  the  market.  This  was  a 
jump  from  third  spot  over  strong  competition  from  the  other  two  network  stations. 
And,  with  the  help  of  the  Films  of  the  50s'  were  going  to  stay  *1  in  our  market 
for  a  long  time  to  come." 


V 


SEVEN  ARTS 

ASSOCIATED 

CORP. 


rutor 
CHICAGO  4£3  ORtftarc 

Cnartestor  AOams  9-2855 

10SANGEUS  3S62Roya«Woo*Orw«.  Sharman  Of 

STate  M276 
TORONTO.  ONTARIO   11  Adataida  St   am     EM:  ■< 


For  list  of  TV  stations  programming  Seven  Arts'    Films  of  the  50  s"  see  Third  Covtf  SH0S  (Spot  TV  Rites  and  Data) 


We're  out  1  cabin  cruiser- 

2  motorcycles,  28  transistor  radios,  1  outboard  motor 


But  these  prizes  helped  us  prove  a 
point. 

We  held  a  contest  a  while  back. 
More  to  measure  the  calibre  than 
mere  count  of  our  listeners.  We 
called  it  "The  News-More-People- 
Quote  Contest."  It  lasted  28  days 
and  brought  in  18,874  replies. 

By  today's  standards  of 
around-the-world  cruises  and 
$100,000  checks,  the  prizes  were 
not  spectacular  -  -  and  deliber- 
ately so.  We  were  out  to  prove  the 
quality  of  our  audience. 

And  we  made  it  difficult  for  a 
contestant  to  enter.  First,  he  had 
to  listen  to  the  station  on  a  regu- 
lar basis  to  hear  the  latest  "quote 
clue."  This  was  generally  a  quota- 
tion taken  from  a  recently  broad- 
cast statement  by  some  prominent 
national  or  local  figure.  The 
trick  was  to  identify  who  said  it 
-  and  then  to  mail  in  this  identifi- 
cation to  the  station.  If  this  entry 
was  correct,  then  it  became  eligi- 
ble to  be  included  in  the  drawing 
for  prizes. 


Considering  the  prizes  and  the 
difficulty  in  entering,  the  response 
was  substantial  and  it  told  us 
plenty  about  the  quality  of  our 
particular  audience.  ( 1 )  They  like 
to  be  informed.  (2)  They  remem- 
ber what  they  hear.  (3)  They 
respond  intelligently. 

Isn't  this  the  kind  of  attentive, 
responsive  audience  you're  look- 
ing for  each  day?  In  weighing 
your  client's  media  problems,  no 
doubt  your  answer  is  "yes."  So 
why  not  call  your  Petryman  today. 


WFAA 

820 


12 


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


SPONSOR    9  SI  I'll  \iiuk    191 


'SPONSOR-SCOPE 


q  S£PTFM8ER   1963 


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


With  option  pressure  lifting,  some  stations  are  "bumping"  network  tv  shows. 

Sample  situations:  In  Cincinnati,  W1AV-T  bag  rescheduled   NBC    rV*i  new 
Warner  Bros,  show,  Temple  Houston,  ami  is  filling  the  time  period  with  rerum  oi 

Four  Mai-  Dirk  Powell  Theatre.   In  Cedar  Rapid*,  WMI-TY  has  ousted  CBS  IVi 

Petticoat  Junction  and  in  Salt  I.ake  City,  KCPX-TV  has  bumped  AB<  .  T\  *§  "Porn.' 

Daughter,   with   lx>th   stations  Bcfaeduling   Official    Films'   syndicated    Battle   line 
30-minute  series. 


P&G  is  losing  no  time  in  absorbing  Folger  Coffee  into  expanding  product  line. 

High  on  agenda  oi  meeting  between  top  Procter  &  Gamble  and  J.  A.  folger 
hi  as-  in  San  Francisco  late  this  month  is  assignment  of  ad  account.  Folger  is  cur- 
rentlv  handled  hy  two  agencies:  Fletcher  Richards,  Calkins  &  Holder)  on  Pacific 
coast,  Cunningham  &  \\  slab  in  the  east. 

Folger  has  also  had  two  top  admen  at  same  time:  Linton  Bagle\ .  v.p.  and  ad 
manager  (working  with  C&W),  and  Peter  Folger.  v. p.  and  ad  director  (working 
with  FRC&H).    Ad  echelon  may  he  re-aligned. 


According  to  Nielsen,  CBS  TV  had  largest  average  audiences  this  summer. 

.Nighttime  figures  for  fust  May  through  first  August  reports  show  CBS  T\  with 

6-11  p.m.    \AA  level  of  16.1  against  13.4  tor  NBC  TV  and  11.3  for  ABC  TV. 

Daytime  figures,  same  survey  period,  7  a.m. -6  p.m..  gives  (IBS  T\    an  8..~> 
against  5.7  for  NBC  TV  and  3.4  for  ABC  TV. 


That  low-priced  British  "home  tv  tape  recorder"  will  be  launched  in  U.  S.  market 

Developed  by  Nottingham  Electronic  Valve,  the  recording  unit  which  ma\ 

he  priced  as  low  as  S200  —  will  he  marketed  by  Cinerama  Inc.  offshoot  which  i- 
"adapting"  the  gadget  to  U.  S.  standards  of  t\   transmission. 

Picture  quality  is  a  far  cry  from  Ampe\  and  KCA  studio  recorders,  of  even 
portahle  Japanese  broadcast  units.  But  it  may  open  up  interesting  new  realm  tor 
agency  pre-production  testing  of  taped  tv  commercials. 


There  may  yet  be  a  radio-tv  ad  push  on  lower  North  Atlantic  airline  fares  to  Europe. 

Fan  American  has.  for  some  time,  advocated  a   tare  reduction,  to  the  p 
where  Briti.sh  government  threatened  to  impound  I  .  S.  planes  if  cut  was  m 

Now.  aviation  officials  of  several  European  governments  i  France.  Germany, 
Belgium,  etc  I  are  getting  the  message,  and  fare  reductions  arc  likely  to  be  discus 
at  Salzburg.  Austria,  meeting  which  starts  today  (9). 

Price  cuts,  if  they  come,  will  Ik-  in  first  class  and  economy   tart-,  rod  i 
trigger  a  sizable  Beries  of  new  airline  campaigns  in  broadcast  media. 


SPONSOR  9  sn-n\iBm   1963 


13 


'SPONSOR-SCOPE 


9  SEPTEMBER  19&3 


ABC  TV  "premiere"  sales  plan  has  brought  new  buys  from  four  advertisers. 

Plan  includes  various  combinations  of  unsold  prime  time  during  two  big 
premiere  weeks  of  new  programs.  With  heavy  promotion  behind  start  of  the  new 
season,  advertisers  had  added  inducement  for  buying. 

General  Mills,  Pharmacraft,  Dodge,  and  Polaroid  signed  as  of  late  last  week. 
ABC  likes  the  idea,  and  other  networks  may  copy  the  formula. 


NBC  TV  is  making  its  own  analysis  of  how  the  tv  rating  services  compare. 

Preliminary  information  compiled  has  been  circulated  via  internal  memo  and 
reveals  remarkable  agreement  of  data  provided  by  A.  C.  Nielsen  and  American 
Research  Bureau.  Study  has  many  things  yet  to  cover,  hence  network  isn't  ready 
to  release  formally  any  of  the  findings. 


Ed  Sullivan  is  adding  fresh  new  gimmick  to  his  long-run  CBS  TV  variety  show. 

With  British  satire  having  been  major  theatrical  success  in  this  country  ("Beyond 
The  Fringe,"  "Stop  The  World,"  "The  Establishment,"  etc.),  Sullivan  will  have  a 
special  comedy  feature  titled  "What's  Going  On  Here?"  as  periodic  highlight,  start- 
ing 6  October. 

Group  of  three  British  actor-writers  —  Peter  Cook,  Jonathan  Miller,  and  John 
Bird,  currently  appearing  in  Broadway  or  cabaret  shows  —  will  write  and  perform. 
Pseudo-news  feature  has  more  than  passing  resemblance  to  impish  British  tv  series 
This  Is  The  Week  Thai  Was. 


in  another  unusual  sale,  ABC  TV  has  lined  up  Chevrolet  for  saturation  schedule. 

Starting  at  11  a.m.,  and  running  to  late  evening,  Chevy  has  bought  fer  27  Sep- 
tember almost  every  other  commercial  minute  to  introduce  new  car  line.  Buy  is  bj 
no  means  first  to  sell  cars  in  daytime  to  women,  but  several  research  studies  a  it- 
being  considered  to  weigh  impact  in  this  area,  and  others.  Scope  and  type  of  buy 
alone  make  it  one  to  watch. 


Can  institutional  tv  spots  also  be  made  to  sell  specific  products? 

This  virtual  contradiction  in  terms  has  been  solved  by  Arkansas  Power  & 
Light  Co.,  and  its  state-wide  agency,  S.  M.  Brooks. 

Arkansas  I'M  has  mule  up  a  series  of  spots  in  which  there's  a  background 
mii>i.  *fill"  under  some  generic  electric-household  visuals.  In  local  use,  a  live  voice- 
over  i6  done  for  a  specific  electrical  appliance;  then,  the  spots  conclude  with  an 
over-all  institutional  message  for  the  final  20  seconds. 

Sale-  response,  according  to  Arkansas  P&L,  i-  "most  effective." 

SPONSOR    9    SfcPTKMBER    196* 


Sell  her  a  laundry  product?  No  soap! 


She  may  help  with  the  wash  .  .  .  but  mother  buys 
the  soap.  And  if  you  want  to  get  mother's  ear  in 
Indianapolis,  WFBM  is  your  station.  For  we  cater 
to  adult  tastes  and  interests  in  our  music  and  other 
programming.  And  it  works.  For  instance,  we  have 


a  daily   "Dinner  Bell"  feature.   Each  morning  we 
offer  a  new  recipe  .  .  .  and  each  month  over  fii 
thousand  Hoosier  housewives  rail  in  for  copies!  All 
of  wlu\h  leads  us  to  a  sure-fire  a  ipe  for  you: 

add  WFBM  to  your  media  mix! 


Put  your  advertising 
where  the  money  is! 


WFBM  RADIO 


THE     27th 


ETRO 


IARKET    .    5000     WATTS 


TIME 
LIFE 

«  =  ::::ir 


Represented  Nationally 
by  the  KATZ  Agency 


3NS0R    9    SEPTI  MBER     i 


15 


FOR  SALE 


Slightlj  used  TV  TOW  ER. 
Onlj  in  years  old.  One  owner 
..  i  ode  Board  Member  (used 
only  l(>  hour-  per  daj  i  .  286  ft. 
tall;  70  Ft  antenna  thrown  in. 
Priced  for  quick  Bale!  V-  stand- 
ing, en  m  t- -  and  -  get  -  it  for 
^7.7  77.77.  Available  August  1. 
Reason  for  Belling:  New  Tower 
'iti2  ft  above  average  terrain 
1 7  in  It.  above  ground)  deliver* 
329,300  TV  Homes.  Greater 
coverage  in  Wheeling  Steuben- 
ville   Market  also  for  sale.  For 

u-eil     T\      Tower     or     more    TV 

llipine>.  contact  Exec  VP  Boh 
Ferguson,  W  IB  I -TV,  Wheel- 
ing  7.  \\  est   \  irginia. 


No  Question 


North    Carolina's  North  Carolina's 

b.      ,  Golden 

iggest  market—         -rn.ng.. 

tops  in  population, 

households,  retail  sales. 

NO      1     MARKET    IN    THE    NO      12    STATE 


'CALENDAR 


SEPTEMBER 

Western  Assn.  of  Broadcasters,  annual 
meeting,  [asper  Park  Lodge,  Alberta. 
Canada  (8-11) 

ABC  Badio,  n  gional  affiliates  meeting, 
Fairmount  Hotel,  S.  F.  (9),  Sheraton-Chi- 
cago Motel.  Chicago  (11),  Fontainebleau 

Motel.  New  Orleans  (13),  St.  Regis  Hotel. 
New  York  (17) 

Badio  Advertising  Bureau,  management 
conferences,  The  Homestead,  Hot  Springs, 
Va.  (9-10);  The  Hilton  Inn,  airport,  Atlan- 
ta (12-13);  The  Holiday  Inn-Central.  Dal- 
las (16-17);  Gideon-Putnam,  Saratoga 
Springs,  V  V.  (23-24);  O'Hare  Inn.  air- 
port, Chicago  (30-1  October);  Bickey's 
Hyatt  House  Hotel,  Palo  Alto,  Calif.  (3-4); 
Town  House  Motor  Hotel,  Omaha  (7-8); 
The  Executive  Inn,  Detroit  (14-15) 
Electronic  Industries  Assn.,  fall  meeting. 
Biltmore  Hotel,  New  York  (10-12) 
Michigan  Assn.  of  Broadcasters,  15th  an- 
nual fall  convention,  Hidden  Valley,  Gay- 
lord  (11-14) 

Badio-Television  News  Directors  Assn., 
18th  international  conference,  Radisson 
Hotel,  Minneapolis  (11-14) 
FCC  Bar  Assn.,  luncheon  meeting.  Na- 
tional Press  Club.  Washington,  D.  C.  (12) 
National  Academy  of  Television  Arts  and 
Sciences,  board  of  trustees,  Beverlv  Wil- 
shire  Hotel.  Beverly  Hills  (13-15) 
American  Women  in  Badio  and  Televi- 
sion, southwest  area  conference.  Houston. 
Texas  (13-15) 

New  York  State  AP  Broadcasters  Assn., 
banquet  and  business  sessions,  Gran-View 
Motel.  Ogdensburg  (15-16) 
Louisiana  Assn.  of  Broadcasters,  conven- 
tion, Sheraton  Charles  Hotel.  New  Or- 
leans (15-17) 

Rollins  Broadcasting  Co.,  stockholders 
meeting,  Bank  of  Delaware  Building.  Wil- 
mington, Delaware  (17) 
American  Assn.  of  Advertising  Agencies, 
Western  region  convention,  Mark  Hopkins 
Hotel.  San   Francisco  (  17-19) 


Advertising  Federation  of  America,  10th 
district  convention.  Commodore  Pern- 
Hotel.  Austin,  Texas  (19-21 
American  Women  in  Badio  and  Televi- 
sion, southern  area  conference,  Columbus. 
Ga.  (20-22) 

Florida  Assn.  of  Broadcasters,  fall  confer- 
ence and  board  meeting,  Grand  Bahama 
Island   (21) 

Nevada  Broadcasters  Assn.,  1st  annual 
convention,  Hotel  Sahara.  Las  Vegas  (23- 
25) 

Assn.  of  National  Advertisers,  workshop, 
Nassau  Inn,  Princeton  (26-27 1 
New  Jersey  Broadcasters  Assn.,  17th  an- 
nual convention,  Colony  Motel.  Atlantic- 
City,  N.  J.  (30-1  October) 
Georgia  Assn.  of  Broadcasters,  regional 
meetings,  Athens,  Rome  .Thomaston.  Al-< 
bany.  Statesboro  (30-4  October') 

OCTOBER 

Advertising  Besearch  Foundation,  9th  an-' 
nual  conference,  Hotel  Commodore  Ncfl 
York  (1) 

CBS  Badio  Affiliates  Assn.,  10th  annual 
convention,  New-  York  Hilton  Hotel,  New- 
York  (1-2) 

Direct  Mail  Advertising  Assn.,  46th  an- 
nual convention.  Pittsburgh  Hilton,  Pitts 
burgh  (1-4) 

Missouri   Broadcasters  Assn.,   annual  fall 
convention.  Missouri  Hotel.  St.  Louis  (3-4) 
Sales  Promotion  Executives  Assn.,  2nd  an- 
nual   Southwest    Sales    Promotion    Work- 
shop. Statler-Hilton  Hotel,  Dallas  (4) 
Advertising   Federation   of   America,  7th 
district  convention,  Memphis  (5-6) 
Kentucky  Broadcasters  Assn.,  fall  meeting. 
Downtown  Motel,  Owensboro 
Nebraska  Broadcasters  Assn.,  annual  con- 
vention, Scottsbluff 

New  York  University's  Division  of  Gen-i 
eral  Education,  eelitorial  lay  out  workshop. 
New  York  (7-9) 

Advertising  Federation  of  America.  3rd 
district  convention.   Norfolk  (10-12) 


TELEVISION      m 

WINSTON  S/UEM/  GREENSBORO/  HIGH  POINT 

Rtpriwnttd  by  P«t«rv  GnHin.  Woodward 


II 

Nexf  Week  in  Sponsor 

TV  Commercial   Bidding  System:   Boon   or   Bane? 

Top  agency  executives  and  veteran  commercial  makers 
present  controversial  views,  pro  and  con,  on  bidding, 
as  it  now  operates.  Many  provide  constructive  ideas 
for  changing  current  pattern. 

Mobilgas:   New  Campaign   Progress   Report 

How  well  has  the  Mobilgas  switch  to  the  Ted  Bates 
brand  of  hard-sell  tv  panned  out  for  the  big  oil  firm? 
A  report  on  the  drive  which  stirred  up  an  industry. 


SPONSOR    9   sum  i  \iiti  k    I9ti 


If  you  lived  in  Son  Francisco... 


. .  .you  'd  be  sold  on  KRON-TV 


COMMERCIAL 
CRITIQUE 


Trends,  techniques  new 
styles  in  radio/tv 
commercials  are  evaluated 
by  industry  leaders 


Musing  on  the  freeway 


MILES  DAVID 

Administrative  Vice  President 

Radio  Advertising   Bureau 

{  ill  ike  most  New  York  com- 
muters who  ride  trains,  I  drive  in 
to  keep  up  with  radio  commercials. 
II  \ou  can  imagine  jotting  notes  on 
new  radio  commercials — there  arc 
lots  of  them  lately — while  manipu- 
lating through  traffic  on  New  York's 
East  Side  Drive  ( the  skinny  free- 
way )  you  understand  what  I  go 
through. 

The  commercials  many  of  us  at 
RAB  collect  are  taped  for  our 
Si  mud  Library  of  over  4,000  com- 
mercials. This  guest-column  is  be- 
ing  written  about  five  recent  library 
acquisitions. 

It's  unguestly  conduct,  by  the 
way,  to  differ  even  mildly  with  the 
regular  man,  but  I  detect  a  note  of 
nostalgia  in  some  recent  Croom- 
Johnson  columns  which  seem  to  say 
that  radio  commercials  aren't  what 
they  used  to  be.  I  may  he  misread- 
ing and.  it  so.  I  apologize,  but  my 
very  enthusiastic  conviction  is  that 
radio  commercials  are  now  better 
than  oncc-upon-a-time. 

Radio  stations  have  learned  so 
much  about  sound  in  recent  years 
they  have  inevitably  stimulated 
producers  of  commercials.  Or  may- 
be the  chicken  I'm  describing  is  the 
egg  and  radio  commercials  (and 
greal  commercial  pros  like  Croom- 
fohnson)  helped  stimulate  the  sta- 
tions. \n\how.  lots  of  factors  have 
Created  great  awareness  of  how  to 
communicate  in  sound. 

I' I  that  advertisers  todaj  know 

how  to  project  in  sound  is  at- 
tempted in  the  following  para- 
graphs; I  sa\  attempted  because 
Only  sound  can  he  used  to  convey 
the  affecl  of   sound. 

\<  cent — four-color  photography 
in  sound:  Vc'cenl  is  a  flavor-ac- 
centuator  which  is  sprinkled  on 
food    in    cooking.    Its   current    radio 

commercials  are  the  equivalent  oi 
a    four-color    magazine    campaign 
but  much  bettei 


A  food  magazine  ad  usually 
builds  '  around  four-color  photo- 
graphy (the  turkey  that  glows  too 
much  and  looks  like  every  other 
magazine  turkey  ) .  Accent  conveys 
highly  individualistic  and  very  real 
turkeys  ( or  pot  roasts,  etc. )  because 


PREPARING  FOR  TAKEOFF  —  Stan 
Freberg  puts  his  wit  to  work. 

it  lets  the  listener  supply  his  own 
sense  of  what  good  food  is  like. 

This  is  simple  strategy  but  is 
nonetheless  a  break-through  in  food 
advertising  which  too  rarely  tries 
to  convey  flavor  or  the  self-satis- 
faction of  successful  cooking,  other 
than  through  the  aforementioned 
cardboard   turkey   picture-. 

Xc'ceiit  uses  two-voice  dialogue 
commercials,  the  oldest  living  radio 
production  device.  But  Needham, 
Louis  c\  Brorby  has  developed  the 
two-voicer  to  a  new  level  of  fresh- 
ness and  function.  The  voices  are 
natural.  They  are  "people-people." 
Examples:  older  aunt  tells  young 
housewife  how,  or  two  husbands 
talk  over  preparing  barbecue.  Noth- 
ing elaborate-:  no  words  wasted  on 
scene-setting  or  anecdote.  Wham — 
they  tell  you  how  to  use  Accent. 
why,  and  the  quantity  to  use. 


Winston — greatness  by  variation: 
Nobody  needs  this  column  to  know 
that  Winston  has  a  great  basic 
radio  commercial.  But  have  \  on 
noticed  the  musical  arrangements 
of  the  commercials'."1  Their  endless 
variety,  as  well  as  quality,  have 
never  been  topped.  Somebody 
ought  to  put  the  best  Winston 
commercials  of  the  last  half  dozen 
years  on  one  tape  to  demonstrate 
how  you  can  keep  a  single  grefl 
musical   logo  new    for  main    years. 

Guardian   Maintenance — a  fresh 
new     Freberg:    In    which    General 
Motors  is  said   to  be  perfecting  a! 
bread-crumb    sprinkler    for    people  i 
who  like  to  feed  birds  while  driving  j 
But  the  Cadillac  Division  insists  it  1 
has  to  have  its  own  luxury  model — 
all  of  which  leads  up  to  the  Guard- 
ian   Maintenance   message.    A    fine 
Stan  Freberg  addition  to  the  series 
of  humor  commercials  used  by  D.  P 
Brother  for  Guardian  Maintenance 
in  recent  years. 

Lefrak  City — one  word  makes  it 
different:  This  is  a  New   York  City 
local  commercial  for  an  apartment 
house  community.   It  recently  an- 
nounced  a  "sale"  over  radio.  Thei 
commercial   was    fresh   because  oil 
that  one  word.  The  usual  realtors 
expression,   at   least   hereabouts,  i.'| 
"concession"  —  meaning    you    livej 
free  for  a  few  months  till  they  have 
the  hook  into  you.  "Sale"  is  a  lot 
fresher      word      and      makes      thi.» 
straight  spoken  message  a  live  one 
( Commercial   was  written   for  the 
Lefrak  Organization  by  Miller  Ad 
vertising  Agency.) 


MILES    DAVIC 


Miles  David  is  administrative  no 
president     of     Radio     Advertisfai) 

Bureau.  He  travels  the  eountr 
widel)  to  sell  radio,  always  like 
to  pick  up  new  examples  of  radii 
salesmanship.  No  strangei  to  thaw 
pages,  lie  was  SPONSOR'S  execu 
rive  editor  for  about  ten  >ears  be 
tore  joininu  BAB  in   1958. 


SPONSOR    'I    M  I'll  MBFR    196 


^.AV 


For  sparking  sales  in  the  Carolinas,  CharlotU  is  your  launch-off. 
Wholesaling  and  distribution  center  of  thi  Carolinas  with  $2  billion  yearly 
sales.  75-mile  radius  population  biggest  in  thi  Southeast  Thi  city  and  this 
close-knit  ana  arc  WSOC-TV's  bailiwick.  Ask  us  or  H-R  to  show  y 
how  we  can  give  you  mon  results  for  your  money  in  this  market  Reali 
si><>f  buyers  will  welcorm  tiu  facts.  Charlotte's  WS0C"TV 


NBC  and  ABC.  Represented  by  H-R.  WSOCTV  is  associated  with  VVSB  and  WSB-TV.  MlMIt:  IO-TV,  Daytcr 

SPONSOR    'i   si  pti  miwk    19 


1 


how  do  you  fit  an  elephant  into  an  elevator? 


You  can!  ...  if  you'll  settle  for  the  hindquarter.  It's  like  ranking  TV  markets.  You  can  take  a 
portion  of  the  market  by  using  the  metro  approach  .  .  .  but  if  you  want  the  whole  elephant, 
you've  got  to  rank  by  total  market!  Consider.  More  than  90%  of  the  Charlotte  Market  is 
located  outside  the  metro  area,  and  the  total  Charlotte  TV  Market  contains  574,800  TV  homes 
. . .  ranking  20th  in  the  nation  . . .  first  in  the  Southeast!*  All  the  pachyderms  are  trumpeting 
about  WBTV's  87%  lead  over  the  market's  second  station.*  *ARB  TV  Market  Digest 

CHARL®TTE 

JEFFERSON  STANDARD  BROADCASTING  COMPANY 
Represented  Nationally  by  Television  Advertising  IT«aFIJ  Representatives,  Inc. 


20 


SPONSOR    'I    SEPT!  MB!  R    1963 


SPONSOR         ll  S,  / ■/•  <nh,-r    1963 


Negro 


in  tv 


PR]  ssi  i v i  on  advertisers  to  mm' 
N  groes  in  commercials,  and 
the  general  political  and  business 
focus  on  integration,  is  causing  con 
riderable  unrest  among  t\  admen,  a 
BP<  tNSOR  checkup  clearl)  reveals. 

What  might  have  been  a  natural 
scene,  like  a  Negro  hoc  plaj  ing  ball 
with    friends,    sudden!)     becomes 

\er\  unnatural  m  a  coininerei.il 
Some  reluctant  admen  led  tli.it  an 
integrated  commercial  m.i\  draw 
more  attention  to  the  Negro  than  to 
the  product,  advertisers  w  hich  ha>  e 
been  using  Negro  talent  in  commer- 
cials lor  a  long  time  are  now  becom- 
ing self-conscious  about  it. 

The  Congress  ot  Racial  Equalit) 
has  alread)  made  clear  its  demands 

Lever  Bros,  and  Colgate-Palm- 
olive and  1'roiter  &  Gamble.  Other 
major  t\  users  are  to  he  contacted  as 

soon  .is  CORE  '"researches"  them. 

I. e\er  Bros.,  which  claims  to  have 
been  talking  advertising  integration 
since  May,  came  out  with  two  com- 
mercials featuring  Negroes  short!) 
after  it  was  contacted  b)  CORE  last 
month.  The  first  commercial  \\  as  lor 
Wisk  detergent,  the  second  tor  All. 
The  compan)  has  notified  its  si\ 
agent  ies  to  use  minority  group  mod- 
els m  commercials  where  possible. 

Colgate  plans  to  air  an  integrated 
Fab  commercial,  has  alread)  used 
i  N  ,ro  actor  in  a  background  shot 
for  Rapid  Shave 

P&G  recent!)  tame  out  with  an 
Qzydol  commercial   featuring  two 


^^K 

MP  V 

M                                                                         -■                   S 

1      / , 

'1* 


4 


i.      i  men  discussing  the  prod- 
uct. 

In  the  tobacco  industr)  El  Pro- 
du<  to  (  ligars,  Vicero) .  and  Luck) 
Strike  are  on  the  integration  band- 
wagon. Vmong  brewers,  Rheingold, 
Ballantine  do  it.  and  Schlitz  is  ex- 
pected  to  Follow.  Even  banks,  such 
as  Manufacturers  Hanover  Trust 
ami  ( lhase  Manhattan,  do  it. 

( Jooperation  appears  to  be  good. 
Latest  advertisers  integrating  or 
using  Negroes  in  commercials: 
Ponds,  Anacin.  and  (.'hock  Full  O' 
\uts.  Manj  more  arc  discussing 
broadcast  integration. 

The  trend  is  not  new  to  print.  Al- 
though  Ebony  started  using  inte- 
grated ads  only  a  year  ago,  scores 
of  large  >u\\  ertisers  and  publications 
have  fallen  in  with  the  idea.  The 
New  York  Times  even  used  a  Ne- 
mo model  recently  in  the  editorial 
columns  of  the  fashion  section. 

Demands  lor  tv  to  follow  suit 
were  inevitable.  Most  likely,  CORE 
requests  to  tv  users  not  yet  con- 
tacted will  carbon-copy  those  made 


New  York,  Negro  movements  or- 
ganized by  NAACP  out  of  Los  An- 
geles are  converging  on  employers 
and  unions  in  film  production,  ad- 
vertising agencies,  broadcasters. 
and  labor  groups  in  radio  and  tv.  A 
spokesman  for  NAACP  says  he 
hopes  to  persuade  these  industries 
that  use  of  Negroes  is  "good  busi- 
ness as  well  as  good  morals." 

Heads  of  tv  departments  at  New- 
York  agencies  report  no  pressure  SO 
far.  but  some  say  they  are  uncon- 
sciously  putting  more  than  due  em- 
phasis on  the  possibility  ol  using 
Negroes  in  commercials. 

"Sometimes  in  the  normal  course 
of  events  a  scene  from  a  commer- 
cial must  be  cut,"  commented  one 
department  chief.  "A  commercial 
we  did  recently  called  for  an  eleva- 
tor scene  with  a  Negro  operator. 
The  commercial  was  too  long  and 
we  had  to  cut  the  scene,  i  felt  very 
guilty  about  it." 

All  agencies  say  they  are  trying  to 
integrate  scenes  in  commercials 
when  it  can  be  done  naturally.  Sup- 


WHAT    CORE    DEMANDS    OF    COLGATE 

^  Utilize  Negroes  in  commercials 

t  Utilize  Negro  actors  in  tv  shows  sponsored  by  Colgate 

►  Utilize  Negro  models  in  non-tv  advertising  directed  to  public 

llll 


to  Lever  Bros,  and  Colgate  and 
P&G.  CORE's  initial  approach  to 
Colgate  was  through  a  letter  to 
George  Lesch,  chairman  and  presi- 
dent ol  the  company.  It  stated  that 
Procter    t\    Gamble's    president. 

Howard  J.  Morgens,  was  also  con- 
tacted by  letter.  \  spokesman  for 
P&G  s.i\s  compan)  will  meet  with 
CORE  this  month. 

Val  Coleman,  a  communit)  rela- 
tions leader  For  (  (Mil'.,  said  his  or- 
ganization is  primaril)  concerned 
witli  the  advertisers,  as  the)  Fool 
the  bill  lor  sponsorship  and  in. ike 
the  final  decisions.  Vfter  that,  con- 
centration  would   probabl)    be  on 

(III       s||(>\\  S. 

Interesl  is  also  in  degree  and 
image  as  related  to  Negroes  in  corn- 
men  i. iK  (  ORE  is  anxious  to  pre- 
vent     step    and    Fetch"    scenes.    sa\  s 

<  loleman. 

Besides  discussions  with  adver- 
tisers   generall)    led  b)    CORE   in 


ermarket  and  bank  scenes  are  o.k. 
but  not  social  scenes  at  a  dance  or 
a  barbecue,  they  contend.  Many 
criticized  Rheingold  print  ads  For 
showing  Negroes  and  whites  fishing 
together  in  Bermuda,  claiming  that 
sort  of  thing  doesn't  happen  or  the 
integration  aspect  is  overwhelming. 
Rheingold  commercials  feature  Ne- 
gro  actor  Don  Hailey  in  casual  bar 
discussion. 

The  tendency  is  to  call  an)  com- 
mercial with  Negroes  and  whites  an 
integrated  commercial,  but  there  is 
always  the  matter  of  degree  and 
use  ol  Negroes. 

In  the  Frantic  search  lor  Negroes 
in  commercials,  to  indicate  a  trend. 
several  publications  have  pointed 
out  commercials  hardK  indicative 
ol  real  "integration."  Phannaco.  lor 
example,  uses  Negroes  in  most  ol  its 
commercials  tor  Sulfur-8,  Sulftu  8 

shampOO,    and    GloSS-8,    but     these 

products  arc   primaril)    For   Negro 


hair  conditioning,  not  for  the  public 
in  general,  according  to  a  spokesman 
at  Kastor,  Hilton,  agency  for  the 
products.  The  only  thing  dillerent 
about  them  is  they  use  dark-skinne 
Negroes  for  advertising  rather  thai 
the  light-skinned  Negro  models. 

Also,  only  some  commercials 
such  as  those  for  \\  isk  and  All.  ac 
tually  feature  Negro  talent:  mos 
others,  such  as  Chase  Manhattan': 
commericals,  have  a  fleeting  scene 
of  a  Negro,  or  show  one  far  in  the 
background,  as  in  the  Pahnoliv 
Rapid  Shave  commercial. 

Moreover,  some  advertisers  lea 
tore  Negro  baseball  players  or  per 
forming  musicians  who  are  celebri 
ties   firstly,  and   Negroes  only   incil 
dentally.  These  commercials   wen] 
once  produced  without  fanfare.  To] 
day,  they  are  subjects  of  much  clisl 
cussion. 

Eor  example,  the  Buddy  \V<  e<" 
orchestra  which  is  largely  Negro,  ij 
featured  in  a  recent  El  Product I 
commercial.  The  commercial  wal 
first  aired  on  ABC's  I'm  Dickens  .  .  '■ 
He's  Fenster  in  February  and  ha' 
been  used  ever  since. 

"This    commercial    was    creates 
and  used  prior  to  the  present  heigfafl 
ened  atmosphere  surrounding   jo 
equality,"  Jack  II.  Mogulescu,  vie'] 
president     of    Consolidated     Cigl 
points  out. 

Much  the  same  applies  to  Luck] 
Strike,  which  uses  baseball  star:' 
Also.  Ballantine  which  has  been  |fl 
ing  Negroes  in  commercials  sine' 
L955  —  albeit  celebrities,  Negrol 
like  Roy  Campanella. 

Possibly,    these    advertisers    fe.J 
they  were  only  using  baseball  star  t 
today,  with  the  talk  of  integrating 
rights,   and   opportunities,   the   pe 
sonalities    are    sometimes    V 
first  and  baseball  players  second. 

Whether  an  agency  integrates 
commercial — intentionally  or  ace 
dentally — or  whether  it  doesn't,  i 
primary  concern  is  natural!)  wi 
the  penetration  and  effectiveness  I 
the  commercial.  Agency  men  sai 
they  would  tr\  to  include  Negri* 
in  commercials  when  possible  bl 
w  ould  not  go  out  ol  their  wa\  "t 
make  them  fit." 

Man)  are  touchy  about  the  rece 
tion    ol    such    advertising    in    tl 
South,   and   are   looking   over   thel 
shoulders  at  competitors  to  sec  wh;| 
they're  doing  about  integration.  Tli 


SPONSOR    u   SEPTJ  Mm  K 


ic.u  tn>n  tn  Negroes  in  <  ommeri  ials 
'\  still  unknow n   with  plent)  of  e> 

|)|nsl\  I         |  II  itllltl.ll,       tlll\         It'll  I  111 

t\o\\  l        .1-1  III  \       \\  ilhdnw       .1      I  >'lll 

ill  t.  il  mi.    i  a  ted  i  >  i  mt  ,ul  from  '  ii 
,  iil.ih.  hi  icct'iith  because  of  dai 
uis  Hare  ups    I  In  same  thing  could 
tapped  w  itli  •>   tin  ire  expense  e  t\ 
uiiiiiii  u  uil. 
\  modelling    agencies    s.i\ 

Ii.i\ i-  lui  n  iIim  ussing  the  use 

•t    Ni  jroes    in    i nun  ials    w  itli 

nam  agcn<  H  s,  some  ol  them,  su<  li 
is  1  i  inn  ii  i\  Newell  and  SSC&B  foi 

lie  III  st    time. 

1  ,i 'is    \\  illiams,    tlii iv.  tor    ol    the 
I  VI  Man  ti  modelling  agenc) 
•  laniiliim  minoi  1 1 \    _;i"ii|)s.  s.i\  s  tin- 
,ips\\  ing  m  interest  in  Negro  mod 
•Is  lias  definitely  showed  up  in  busi 
less    \n  i  m  i  uti\  r  at  tin-   \inii  H  .in 
.Imli  I    Vgenc\ .  w  Inch  handles  Ne 
roes  almost   cxclush  eh     w  as  als.  i 
i  iptimistie,      and      expe<  ts      stead) 
prim  tli 

Main     advertisers    using    Negro 
ruxlels  m  print,  or  voices  ol    Ne 
in  i  uiiiiinii  ials  on  Negro  sta 
^uiis.  tin  nut  i.n i\  through  the  pol- 
\   in  t\     I  \  pical  cases  are  ( 
!ola  and   Pepsi  ( !ola.  ( !oke  is  lull 
ponsor  nt  tin    Inn. i  Thomas  daih 
idiu    show     in    New     Orleans     a 
sliuw       among   others.   The 
bottlers  alsi i  use  Negro  radii i 
n    the    Charlotte    region,    for    ex- 
mple,  !'■>  bottlers  have  Negro  radio 
is  available:  23  use  them  on  a 
ontinuing  basis.  There  are  no  "in 
led"   t\    spots   Im    either   firm 
s  yet. 

Tin     Negro   market    in    the    I    s 

presents   a   purchasing   powei    ol 

20  billion. 

\      ..  nt   30-dav    stmK   b\    Pulse 

itham's  WW  111.  in  New  York 

i\t  s  an  idea  ol  the  Negro's  bu\  in U 

i    in   that   city.    Residts   sho\* 
tat  Negro  homes  registered  a  1 1  i  iz 1 1 
r    produ<  t    potential    index    than 
hid    homes  in  seven  ol  the  cate- 
orifs  studied. 
\      irding    to    Selvin    Donneson, 

president  ol   sales  at   W  W  EU 
ir  survev   w  .is  .  irdi  red  to  answei 
need   among   advertisers    t 
here  there  was  a  better  poti 
\  homes  oi    white  homes 

ml  w  Im  h  offers  manufacturers  1 1  ■ 
opportunit)   for  sales.  There 
re  more  than  352,000  Negro  house 
"Ids  in  New  ^i»ik.  Donneson  said 
are    the    highlights    ol    aA 
\   polii-\   mi  Usui.;  Negroi  s 

'ONSOR    H    SEPTEMBER 


So  what  does  it  mean?.. 


Sometimes  nothing.  El  Producto  uses  Negro  combo  in  spot  .  .     because  they're  good 
Lucky  Strike  has  always  used  Negro  ballplayers  .  .  .  because  they're  national  stars 


L 


Pharmaco  uses  Negroes  in  tv  hair  commercials  .  .    because  products  are  for  Negroes 


Benton  &  Howies:  We're  all  a 
little  sensitive  in  tliis  business,"  says 
a  sp<  k(  Mii.in.  "We  don't  want  to  ir- 
i  it  it<  people.  We're  in  the  business 
nl  selling  goods."  Gordon  Webber, 
director  "I  broadcast  commercial 
production,  says  his  agency  will  cer- 
tainl)  use  Negroes  in  commercials 
w hen  the  situation  calls  for  it.  So  far 
the  B&B  has  integrated  several 
print  ads  but  nothing  lias  been  done 
yet  in  commercials.  Hoy  Eaton,  well- 
known  Negro  musical  director  at 
Bc<B.  lias  appeared  in  a  Chemical 
Bank  ad. 

Ted  Bates:  Practically  all  of  its 
advertisers  are  looking  into  the  pos- 
sibilities of  using  Negroes  in  com- 
mercials, says  an  executive.  Bates 
lias  done  an  integrated  supermarket 
scene  for  Anaein  commercial,  also 
used  Negroes  in  minor  parts  for 
Colgate's  Bapid  Shave  and  Chase 
Manhattan  commercials.  A  Negro 
family  will  appear  in  spot  for  Fab 
detergent. 

BBDO:  "Our  feeling  is  that  this 
has  to  be  the  policy  of  the  client," 
says  Art  Bellaire,  associate  creative 
director  in  charge  of  broadcast  pro- 
duction. We  know  that  many  of  our 
clients  are  considering  it.  We  have 
mixed  Negro  and  white  talent  be- 
fore and  expect  to  continue."  Cast- 
ing department  executives  said  Ne- 
groes  were  interviewed  continu- 
ously. BBDO  has  had  calls  from 
Negro  modelling  agencies  and  indi- 
vidual models  riding  the  trend. 

J.  Walter  Thompson:  Bucky  Bu- 
chanan, vice  president  and  manager 
says  the  agency  is  giving  the  idea 
more  than  lip  service.  Policy,  as 
stated  by  the  JWT  casting  depart- 
ment, is  to  look  at  commercials  with 
a  view  on  how  to  include  Negroes 
in  the  normal  course  of  the  situa- 
tion, keeping  in  mind  the  question, 
Does  it  serve  our  client?  In  general 
there    is    no    feeling    against    using 

Negroes.  JWT  has  used  Negroes  in 

commercials  lor  Bheingold  and 
Ponds,  is  looking  into  possibilities 
o|  using  them  iii  commercials  for 
Lever  Bros.'  Lux.  Handy  Andy,  and 
Mrs    Butterworth. 

Lennen  &  Newell:  L&N  has  been 
inten  icw  ing  Negro  talent  and  mod- 
els, but  has  not  used  any  in  com- 
mercials thus  far.  "We  treat  them 
just  like  any  other  applicants,  ac- 
ting to  sizes,  shapes,  and  talent." 

said  a  spokesmen.  "I'm  snre  ihe\ 

be  used   in  the  Inline. "  ^ 


"ACTORS"  MEET  AGENCY  —  Shooting  session  brings  together  Del  Shofnei 
Roosevelt  Brown,  and  Sain  Huff  of  the  Giants,  Hoyt  president  Everett  W.  Hoyl 
agency   creative   head   J.    Dennis    Molnar,    and   radio-tv   director   Thomas   A.    Lee,   Ji 


Giants  star  for  Desenex 


The  makers  of  Desenex  athlete's 
foot  preparations  have  used  a 
pair  of  one-minute  television  com- 
mercials this  summer  to  point  out 
that  anyone  can  suffer  from  ath- 
lete's foot. 

They've  pictured  the  happy  feet 
of  twisters,  lovers  and  bathing 
beauties,  as  well  as  the  marching 
feet  of  soldiers  (presumably  un- 
happy), in  the  two  commercials, 
carried  by  TV  stations  in  the  top  61 
markets  during  June,  July  and 
August.  The  only  thing  missing  was 
the  athletes — they  get  athlete's  foot, 
too — so  W'TS  Pharmaceuticals,  di- 
vision of  Wallace  and  Tiernan  has 
enlisted  the  heavy  feet  of  the  New 
York  Giants  football  team. 

The  Desenex  people,  a  contingent 
from  Charles  W.  Hoyt  agency, 
their  advertising  agency,  and  a  full 
videotape  production  crew,  con- 
verged on  the  Giants'  summer  train- 
ing camp  in  Fairfield,  Conn.,  early 
this  month  to  shoot  a  third  one- 
minute  commercial  tor  Desenex.  It 
will  appear  on  ABC  network  tele- 
casts of  American  Football  League 
games  this  fall,  beginning  15  Sep- 
tember, and  will  get  the  full  treat- 
ment next  season. 

The  commercial  opens  with  shots 
ol  an  actual  scrimmage,  followed  In 
close-ups  ol  Sam  Hull.  Roosevelt 
Brown  and  Del  Shotner  in  the 
dressing  room  where  the  Giant  co- 


trainer,  "like  nearly  every  Nationa 
and  American  League  trainer."  ad 
vises  his  players  to  use  "Desenex 
powder  during  the  day,  Desene 
ointment  at  night." 

The  camera  catches  fixe  closeup 
of  the  players'  feet — in  footba 
shoes  on  the  field  and  walking  ing 
the  dressing  room,  without  shoes  i 
the  showers  and  on  the  trainer 
table,  and  in  street  shoes.  # 


I 


DESENEX  IN    U  Tl<>\     -  Commerei 
lo<  k<  r  room  sc  cue  show  >  athlete  in  a<  tii 


24 


SPONSOR   9   si  imi  miii  r    I'.'i 


MAXIMUM  RESPONSE 

-that's  advertising  efficiency. 


WBAL  TV,  BALTIMORE 

MARYLAND'S  NUMBER  ONE  CHANNEL  OF  COMMUNICATION'' 


NATIONALLY  REPRESENTED  BY  EOWARD  PETRY  4  CO..  INC. 


Sears  names  North  for 
Va-million  spot  tv-test  only 


s,  irs  Roebuck  national  advertis- 
has  taken  a  new  and  unusual 
<  ourse. 

North  Advertising  has  been 
"hired"  to  conduct  a  "highly  experi- 
mental" spot  h  test,  getting  under 
wa\  fi  October  in  Chicago,  New 
Orleans,  and  Kansas  City,  and  run- 
ning  L3  weeks.  While  a  Sears' 
spokesman  would  provide  no  speci- 
6c  cost  figures  for  the  campaign, 
it  is  believed  hillings  for  the  special 
effort  will  be  approximately  $250,- 

000 

North  is  not  presently  agency 
ol  record  for  Sears  national  adver- 
tising; Ogilvy,  Benson  &  Mather  has 
handled  Sears  advertising  for  sev- 
eral years.  The  Sears  spokesman 
said  there  is  no  change  in  the  rela- 
tionship between  the  client  and 
OBM,  and  emphasizes  that  North 
lias  not  been  named  agency  of  re- 
cord for  Sears,  nor  is  such  an  an- 
nouncement  contemplated. 

According  to  published  figures, 
Sears  spends  more  than  $80  million 
each  year  lor  its  retail  advertising, 
though  this  iiMinex  is  controlled  by 
the  individual  stores  or  groups  of 
stores.  In  addition,  national  adver- 
tising is  placed  by  the  home  office. 
Network  h  is  used  largely  in  behalf 
oi  Ulstate  insurance  and  placed  by 
Leo  Burnett.  Of  $5.3  million  mea- 
sured magazine  billings,  a  share 
wont  to  Ulstate,  though  some  $4 
million  was  for  Sears,  and  was 
placed  b)   OHM. 

Though  the  main  thrust  from 
OHM  is  in  magazines  for  Sears, 
the  agency  has  experimented  with 
tv  use.  A  year  ago,  a  network  tv 
test  campaign  was  run  for  "hack 
I"  school"  sales.  The  campaign  in- 
volved about  $150,000  and  was 
placed  on  ABC  and  CBS. 

I  1m  North  campaign  arose  out 
"I  a  proposal  l>\  North  for  a  speci- 
fic spot  t\  lest.  While  Sears  its.  1' 
docs  not  contemplate  research  to 
stuck  the  effect  oi  the  medium,  it's 
understood  that  such  information 
might  be  compiled  1>\  the  Televi- 
sion Bureau  ol    Advertising,  which 

lias   worked   with   Sears   in   the   past 

in  0\  ing  to  encourage  their  use  of 
the  medium. 

The  test  \\j||  involve  only  spot 
tv,  and  no  othei    media.  Sears  said. 


As  users  of  spot  tv,  Sears  stores 
are  no  strangers.  A  recent  study  In 
TvB,  "Department  Stores  from  A 
to  Z  Use  TV,"  showed  118  stores 
using  the  medium.  All.  of  course. 
place  their  advertising  individually 
with  widespread  differences  in  type 
of  commercials  used  and  programs. 
Of  the  ITS  using  the  medium,  18 
used  programs.  Of  the  18,  only  five 
used  only  programs.  The  others  all 
used  spots. 

TvB  notes  that  the  report  isn't  a 
census,  meaning  there  arc  probably 
many  more  stores  using  the  medium 
than  the  report  includes. 

DFS  is  appointed  agency 
for  De  Luxe  Reading  Corp. 

De  Luxe  Reading  Corp.,  a  toy- 
maker  that  in  five  years  has  sprung 
to  a  $4-million  tv  prominence,  has 
appointed  a  new  agency  and  em- 
harked  on  expansion. 

Dancer  -  Fitzgerald  -  Sample  of 
New  York  will  handle  advertising 
for  the  Elizabeth,  N.  J.  toymaker 
effective  the  beginning  of  1964.  The 
new  agency  takes  over  from  the 
Zlowe  Co.,  New  York,  where  De 
Luxe  Reading  had  been  for  nine 
years,  a  period  that  saw  one  ol  the 
most  spectacular  successes  in  toys 
and  tv.  Building  from  an  idea  of 
President  Henry  Orenstein  for  sell- 
ing toys  in  supermarkets,  the  com- 
pany last  year  reached  a  $30-mil- 
lion  volume. 

Cross  hilling  figures  published  by 
Television  Bureau  of  Advertising 
show  that  De  Luxe  Reading  started 
less  than  modestly  in  national  tv 
with  $48  for  network  in  1958.  Last 


51.1  Million  tv  homes 

New  Nielsen  national  tv  home 
base,  effective  with  the  first 
September  report  will  be  51.1 
million.  This  new  estimate 
will  be  used  during  the  1963- 
64  season  and  represents  a 
3%  increase  in  total  tv  homes 
from  l!M)2-(»:?.  Last  year,  total 
tv  homes  were  49.8  million. 
representing  9195  penetration 
»f  the  54,870,000  U.S.  house- 
holds. This  year's  figure  is  U2'< 
penetration  of  55.5  million 
total  U.S.  households. 


year  the  spending  level  approxi- 
mated S4  million.  Although  esti- 
mates vary  for  DeLuxe's  tv  bill  this 
year  and  last,  the  company  ac- 
knowledges that  most  of  its  ST.: 
million  media  budget  for  1962  went 
to  television. 

Television  will  continue  to  play 
an  important  role  in  De  Luxe  ad- 
vertising. To  sell  toys  "you  have  t< 
spend  90%  of  your  money  in  tv,' 
one  agency  source  concedes,  be- 
cause "it's  the  only  way  to  reacl 
kids  today." 

Pushing  the  product  beyond  su 
permarkets,  where  Henry  Orensteir 
scored  his  first  success  with  guaran 
teed  sales,  De  Luxe  will  move  intc 
conventional  toy  channels,  toy 
stores  and  department  stores.  Thi: 
will  mean  adding  a  completely  nev 
line  to  the  established  superman 
items,  which  sell  for  $10-$14.  The 
new  toys  could  fall  above  or  helow 
this  price  range,  according  to  the 
company's  new  vice  president.  Rob 
ert  J.  Mohr.  who  had  been  witl 
Shulton,  for  the  past  15  months.  A 
De  Luxe  Reading,  Mohr  succeed 
Jerry  Goldstein  as  advertising  vice 
president. 

Addition  of  De  Luxe  Readin; 
marks  DFS'  third  major  accoun 
acquisition  in  the  last  few  months 
The  others  wore  theNoxzema  men' 
line,  skin  lotion  and  two  new  prod 
nets  and  General  Mills'  Gold  Meda 
\\  nucha  flour.  DFS'  work  on  Gen 
end  Mills'  "Big  G"  cereal  advertis 
ing  to  children  was  a  factor  in  D« 
Luxe  Reading's  decision  on  thi 
agency. 

De  Luxe  Reading's  expansioi 
goal  could  give  toys  and  cornflake 
much  more  in  common  in  terms  0 
merchandising.  Traditionally  th 
toy  business  has  been  highly  sea 
sonal,  with  business  concentrate* 
heavily  in  the  pre-Christmas  peri 
od.  hut  De  Luxe-  is  aiming  for 
steadier  year-round  market  with  it 
new    line. 

Of  the  S3. 7  million  gross  tv  ex 
penditure  recorded  by  TvB  for  D 
Luxe  Reading  last  year.  $2.3  mil 
lion  was  in  spot  and  SI. 4  million  ii 
network,  a  balance  now  hein 
weighted  more  on  the  network  side 

Estimates  arc  that  current  expen 
ditures  in  tv  may  run  around  tli 
same  level  or  even  slightly  helow 
with  big  increase  registering  late 
following  the-  pattern  of  introduc 
ing  new  toys  in  the  spring  tor  act; 
\  it\  the  end  of  the  year. 


SPONSOR    9   SEPTEM1UK    I'.'" 


PONSOR    '.I    S|  PTI  miiik     196  I 


Radio/tv  users  major  problem  check-list 


S 


\ 


D  risk 

cost  of  talent 
□  clutter 

product  protection 
D  research 


cost  of  time 
availabilities 

□  audience 
programing 

□  fair  treatment 


X 


S 


ADVERTISERS 


Advertisers  beef  out  loud 

Ad  directors  say  nagging  problems  get  them 
down;  solutions  appear  difficult  or  impossible 


Advertisers  in  September  1963 
using  radio  and  television  are 
up  against  a  maze  of  problems  from 
research  to  clutter,  costs,  and  prod- 
uct protection.  No  matter  where  the 
spotlight  focuses,  there  are  always 
a  host  of  other  problems  festering 
behind  the  scenes. 

Sponsob  asked  advertiser  direc- 
tors and  agency  executives  in  broad- 
casting these  two  questions:  "What 
is  the  major  problem  confronting 
radio  tv  advertisers  in  the  months 
ahead?"  and  "What  solution  do  you 
see?" 

Contracts  with  Sereen  Actors 
Guild  and  the  American  Federation 
ol  Television  and  Radio  Artists. 
coming  up  lor  re-negotiation  next 
month,  were  high  on  their  lists  as 
were  availabilities,  especially  on  ra- 
dio. 'The  '.)\  new  network  shows 
making  their  debut  this  fall  also 
woiia  admen.  Which  will  succeed 
.u\<\  which  will  fail?  It's  a  big  gam- 
hie  and  tin  stakes  are  too  high,  ad- 
men feel.  Solutions?  Manv  believe 
they're  just   blow  in'  in  the  wind. 

Others   have   some  solid   answers. 

►  Guaranteed  circulation.  David 
Mahoney,  executive  vice  president. 

Palmolive  Company,   iter- 


28 


ates  his  demand  made  earlier. 

"W'e  are  required  to  put  good 
money  on  the  line  for  long  periods 
of  time  on  unknown  quantities  with 
no  assurances.  How  do  we  know- 
that  a  new  show  or  an  existing  show 
will  achieve  anticipated  ratings? 
How  can  we  know  this  when  on 
occasions  the  networks  won't  even 
guarantee  the  time  spot  of  the  show? 
And  what  do  we  have  if  the  show 
doesn't  achieve  its  ratings'.-'  After 
all,  the  networks  have-  the  often- 
exercised  resource,  if  the  show  is  a 
success,  of  jacking  up  prices,'"  says 
Mahoney. 

"For  example.  Dr.  Kildare  has 
risen  73''  in  three  seasons,  with  a 
corresponding  94'  i  loss  of  efficiency. 
That  can  hardly  be  called  an  ex- 
ample of  success,"  he  pointed  out. 
"\  certain  lawyer  moved  from  Sat- 
urday to  Thursday  this  season.  Net 
result:  costs  up;  audience  down; 
213  poorer  efficiency.  \  bearded 
musical  director  had  the  same  ex- 
perience. New  time  period;  higher 
costs;  ratings  off.  All  this  happened 
with  established  shows.  Think  of 
the  chances  with  brand  new  ones." 
Mahoney  continued. 

Lever    Bros,    complained    bitterly 


when  Lorctta  Yof/ng,  a  show  which 
it  was  sponsoring  with  Toni,  went 
off  CBS  in  mid-season  last  yean 
Lever's  director  of  advertising  de 
manded  special  consideration.  The 
advertiser  reportedly  came  out  of 
negotiations  satisfied  with  sponsor 
ship  of  Password.  Obviously  it 
would  be  impossible  for  a  network 
to  switch  every  dissatisfied  customer 
onto  another  program. 

Procter  &  Gamble  feels  that  any' 
contract    with    nets    "constitutes 
tremendous  risk  investment  for  the 
advertiser — and  a  calamitous  wast 
of  advertising  dollars  if  the  she 
docs  not  attract  a  large  and  faithfu 
audience." 

A  spokesman  for  P&C  offers  three 
solutions  to  this  risk  problem. 

1.  Develop  your  own  show.  The 
advantage  to  the  advertiser  is  thai 
he  exerts  closer  control  on  the  out 
of-pocket  costs  of  the  show.  Tin 
disadvantage-  is  that  the  aclvertisei 
will  have  a  greater  problem  getting 
a  good  time  slot  for  the  progrfUO 
from  a  network. 

2.  Withdraw  support  from  an  un- 
successful show.  If  by  mid-season  it 
is  apparent  that  a  program  is  not 
being  supported  by  the  public,  ar 

SPONSOR/9   SEPTEMBER    1963 


,kI\  t'rtiser  can  trj  to  <  incel  and  sub 
stiiutr  .1  (hlli  tent   program,  it   the 
ih'Iw i 'i k  agrees     I  he  potential  ad 
Vintage  is  thai  pai i  ol  the  a<l  expen 
(lihin-  can  be  recovered    til  i  ourse, 

tin-  new  program  m  iv   t it  to 

Ik1  |iist  .is  bad  or  woi se  The  disad 
vantage  in  changing  programs  in 
mil!  seas* m  is  thai  the  unp< ipular 
mi  probabl)  has  ulienati  1 1  a 
oonsidei  able  numbei  i  >l  \  iew  ei  s, 
wIki  have  formed  the  habit  ol  seek 
ing  entei  tainment  elsev  In  re 

l  se  heavier  spot  participation 
instead  ol  program  sponsorship. 
Tins  provides  more  flexibility  for 
the  .ul  dollars,  but  does  not  gn e  tin- 
plus  benefits  thai  accrue  from  regu 
l.u  pr<  igram  sponsorship, 
Some  ol  the  programs  thai  w  enl 

the  air  in  mid-season  las!  j  eai 
§i  a   Maris  w  orld,  Saints  6  Sin- 

v  and  Dorii  Call  Me  ( 'harlie,  on 
NB<  Roy  Rogers  and  Dale  Evans, 
on  A IK.\   ami   l.cKita   Young,  on 

(lis 

Vdvcrtisers  run  .i  risk 

M'iC.  netw  01  k  w  itli  11  new  show  s 
Ins  season.  s.i\s  problem  has  not 
lindcred  sales  au\ .  in  fact  the)  Ve 
>cen  alie.ul  ol  last  year.  Network 
contends  there  is  no  solution.  It's  a 
Minus  to  the  advertiser  when  the 
show  is  a  hit.  lie  must  accept  pos- 
sibility that  it  e.m  also  tail. 

y  Cost  ol  talent.  The  high  price  ol 
jtalent  is  worrying  a  good  main  ad- 
vertisers. Commercials  without  tai- 
nt are  often  dull;  commercials  with 
talent  are  always  expensive.  Even 
such  bi<4  advertisers  as  Pepsi-Cola 
mil  American  Tobacco  s,i\  the) 
•ant  afford  it.  Phil  1  linerleld.  v  ice 
resident  ami  director  of  adverbs 
nU  at  Pepsi,  sav  s  that  the  tenilencv 
s  to  price  tv    out  ol   business 

The  squeeze  is  even  tighter  on 
he  middle-sized  tv  advertiser,  such 
is  Shulton.  Shulton  has  manv  toilet- 
tes which  need  seasonal  promotion, 
it  Christmas  for  example. 

have  watched  our  use  o!  tab 
•nt  veiv  carefully,"  says  Maxine 
lowland,  advertising  manager  for 

Shulton.  "We  use  as  tew  people  as 
)ossible."  For  Old  Spice  Sea  Shantv 
oinnieii  ials  on  radio  the  companv 

I  las  been  using  30  musicians  anil 
line  siimers.  Cosl  foi  same  on  tv 
vould  be  stammering.  For  the  tin.  e 
v  commercials  made  this  year  onl) 

I  wo  musicians  and  one  singer  were 
lsed   i  the  announcer  doubles  as   a 


TO  I  v<  ll  ADVERTISER  ills  ov\  \  PROB1  l  \l.  I  ei  Bros  faced  difl  •  situ- 
ation when  Loretta  Young  I1  went  ofl  the  aii  it  mid-s<  ison  1,  omplained 
aboul  risk,  Shulton  Ine.  rc.ili/cd  th.it  to  produce  ol'l  v  S*  i  Shant)  t\  comi 
along  lines  ol  radio  spots  featuring  W  musicians  and  nin<  singers  would  l» 
Erom  viewpoint  ol  residuals  decided  to  use  two  musi  I  nil>l< 
as  singer  ( upper  r ).  Pepsi-Cola,  feeling  chao  -,il  its 
own  research  staE  (lower  r).  Shown:  John  Corbani,  Dougla    ll                  iour  Lust< 


singer     "We's  nol  too  satisfied  with 

them.''  savs  Rowland,  "but  it's  the 
closest  to  the  original  idea. 

Advertisers  are  anxiousl)  await- 
ing meeting  ol  the  buyers  and  sell- 
ers ol  talent  next  month  when  a 
new  three-year  contract  will  be  ne- 
gotiated.   For    the    first    tunc    the 

Si  reen    \i  tors  C  .uilil  and  the    vniei  i 

cm   Federation   ol   Television  and 

Radio    vrtists  w  ill  talk  duei  tlv   w  ith 
the    ,n\\  ei  tisei  s    anil    agent  us      1  he 

\inei  n  an    \ss.n  iation  i  'I    \dv  i  i 
ing  Vgen<  ies  and  the  Vsso<  iation  ol 
National      \dv  ertisers,     hen  tol 
onl)  adv  isors,  vv  ill  negotiate. 
^    (  hitter.    W  ith    li  >ng<  i    station 

breaks  and  mm  e  and  nn 'it   t  i  an  lined 

into  them  ,u\\ ei  tisers  fo  1  tl 
tiveness  m|  their  commercials  is  tx 
ing  diminished.  John  ( !ri<  hton,  pi 
idenl  ol  the  I  \.  points  out  clutter  as 
one  ol  the  primar)  problems  admen 
complain  about. 


Long  i  redits,  long  lead-ins    and 
lits  ti  i  uj'i  oming  progi  uns 
a  real  threat.  sa\  s  a  Bristi  iI-Myt  rs 
spokesman   I  lis  feelings 
bv  manv  other  advertising  leai  I 
(   iils(  hullinger,  assistant  ad>  i 
ing  manager  f< ir  Mm  i  k  in  I  oba 
sav  s  clutt<  r  intern  res  w  ith  t! 
program  standards  networks  should 
maintain      Ml  these  things 
in  between  programs  con  I 
people,"  be   contends.   "It's   pn 
hard   to  come  out   with   anything 
menu  irable 

^  I  ai  k  ol  good  availabilities.  Ad- 

v  ertisei  s  have  been  i  .  .niplainin  _ 
a  long  tune  now  that  av  ails  are  1 
tos  -i    f\     b"  '  tly,    and 

pi  rhaps    surprising!) .    the)     h 
mplaining  about 

what     the)      want     "li     lull  •       Mike 

Donovan    mai  nedia, 

BBI  )<  >    says  man)   .i<U i 

t he)  cannot  buv  enou gh  r.i 


•PONSOR    'i    SEPTEMBER 


ADVERTISERS 

when    thej  want  to.  Other  agency 
r  i  it  -i  i  agreed. 

One  reason  given  for  shortage  is 
thai  ad\  ertisers  often  buj  on  short 
terms  and  make  their  requirements 
too  stringent,  i.e.  morning  drive 
time  only.  Numerous  advertisers,  it 
is  reported,  are  converting  to  long 
term  schedules  to  protect  valuable 
time  franchises. 

►  Product  protection.  Advertisers 
worr)  aboul  what  a  Bristol-Myers 
spokesman  called  "disintegrating 
ndes  <>!  product  protection.  Much 
n|  (his  is  due  to  the  increasing  use 
nl  piggybacks,  of  which  however, 
many  advertisers  are  quick  to  take 
ad\  antage. 

Stations  are  against  piggybacks 
lice. disc  it  becomes  a  major  task  to 
keep  product  protection.  NBC  TV 
lias  given  up  on  the  blanket  guaran- 
tee. The  network  lias  stated  an  ad- 
vertiser scheduling  only  a  single 
minute  of  advertising  or  only  ex- 
changed commercials  on  a  given 
telecast  will  no  longer  be  guaran- 
teed any  protection  in  the  adjacent 
program.  Billboards  in  daytime  and 
participation-type  shows  also  are  no 
longer  guaranteed  protection.  A 
spokesman  for  the  network  said 
scheduling  was  becoming  impos- 
sible. Correction  of  a  soap  commer- 
cial butting  another  soap  commer- 
cial w  ould  lead  to  a  cigarette 
commercial  butting  another  ciga- 
rette commercial  and  so  on,  ad 
infinitum. 

\  conspicuous  user  of  hack-to- 
hack  commercials  is  Alberto-Cul- 
ver. In  many  of  his  public  utter- 
ances as  president  ol  the  compan) . 
Leonard  Lax  in  has  cited  their  ef- 
fectiveness for  a  number  of  reasons. 
among  them,  the)  "give  t\  an  extra 
advantage  in  die  risin-j,  cost-per- 
ihousand.'"  Yet,  here  too.  the  adver- 
tiser would  insist  on  product  pro- 
tection. 

y  Research.  The  maze  ol  methods 
For  rating  research  in  particular,  has 
caused  man)  an  advertiser  to  throw 

up  his  anus  iu  despair. 

\  spokesman  lor  SSC&B  agency 
feels  dial  advertisers  are  more  up- 
set Ik in  agenc)  men  as  the  adver- 
tisers tend  to  use  rating  research  as 

the  word  nl  ( ;,„|.  whereas  agenc) 

men  use  figures  more  as  the)   should 

he  used,  as  general  guidelines. 
Both  m  radio  and  i\.  advertisers 


30 


feel  they  are  caught  in  an  unfortu- 
nate jungle  of  interpretation.  Pepsi- 
Cola  has  found  its  own  solution: 
expand  the  research  department 
within  the  company  to  cover  as 
main  phases  ol  advertising  and 
marketing  as  possible. 

The  NAB  reports  steady  progress 
on  ratings,  however.  The  criteria 
and  standards  committee  presents 
its  criteria  lor  the  rating  service  to 
the  council  today.  The  auditing  sub- 
committee has  been  given  the  green 
light  for  setting  up  a  non-profit  or- 
ganization to  handle  the  auditing  of 
the  audience  measurement  com- 
panies. Virtually  all  the  rating  ser- 
vices have  applied  for  accreditation. 
sa\  s  a  spokesman. 


Other  problems  advertisers  con- 
sider serious:  cost  of  time  on  tv, 
lack  of  varied  programing  on  tv, 
diminution  of  educated  audience 
for  tv,  government  intervention. 

E.  L.  Deckinger,  vice  president  in 
charge  of  media  at  Grey,  sums  up 
the  problems  in  one  word  —  open- 
mindedness.  "The  major  problem 
for  advertisers,  agencies,  and  broad 
casters,  is  one  of  open-mindedness 
to  each  other's  problems,  and  an 
attendant  w  illingness  to  experiment 
and  research  various  approach* 
and  distributions  in  order  to  find  an 
optimum  balance  between  opposing 
forces.  In  the  long  run  the  interests 
of  the  advertisers,  agencies,  and 
broadcasters  are  the  same."         1 


Ford  dealers  finding  solution 
to  'cost-value'  ad  disparity 


To  an  automobile  dealer,  "cost- 
value'  disparity  in  advertising  can 
be  a  problem,  says  Andrew  McCar- 
ville,  president  of  the  New  York 
Ford  Dealers  Association.  "It's  as 
if  the  dealer  were  required  to  buy 
fuel  oil  to  heat  Madison  Square 
Garden  although  he  only  needed 
to  heat  a  shop  and  showroom." 

According  to  McCarville,  the 
Ford  Dealers  have  succeeded  in 
solving  this  problem  to  an  appre- 
ciable degree  through  joint  adver- 
tising under  an  association  organ- 
ized on  a  district  geographical  basis. 

Each  dealer  assesses  himself  a 
fixed  amount  for  advertising,  and 
the  pooled  funds  are  administered 
by  21  dealer  trustees.  These  trustees 
arc  elected  by  the  dealers  to  func- 
tion as  their  agents  in  the  procure- 
ment of  advertising  and  serve  with- 
out compensation. 

McCarville  presently  is  the  elec- 
ted president  of  the  New  York  Dis- 
trict Ford  Dealers  and  L23-member 

dealers  throughout  New  York  City, 
Long  Island,  and  Westchester,  as 
well  as  much  ol  Connecticut  and 
upstate  New  York  as  far  as  Pough- 
keepsie. 

The  association  makes  use  ol  the 
same  "agency"  as  Ford  Motor  Co. 
lor  reasons  ol  econonn .  he  ex- 
plained. 

In  th<'  New  York  district,  dealers 
arc    divided    into    /ones    and    areas 


of  common  interest.  The  numbei 
of  trustees  from  these  zones  anc 
areas  is  determined  by  the  amoun' 
of  money  contributed  by  them. 

Over  755?  of  the  funds  in  thi: 
advertising  association  are  commit 
ted  to  the  basic  media  of  radio 
tv,  and  newspapers.  "We  are  ven 
proud  of  our  low  administrative 
costs  of  under  2?,"  says  McCarville 

Meetings  of  the  trustees  are  rota 
ted  throughout  the  area  on  ai 
"open  house"  basis  with  nearbj 
dealers  invited  to  attend. 

Actually,  the  ballots  of  authoriza 
tion  for  assessments  are  the  hes 
endorsements  of  policy,  he  claimed 
Over  the  last  two  years,  a  mon 
than  95V  favorable  response  ha 
been  most  gratifying. 

A  financial  report  of  disburse 
ments  is  provided  all  dealers,  brok 
en  down  by  media  and  dealer  /ones 

Questioning  whether  this  metho< 
ol  advertising  by  co-op  or  associa 
tion  is  successful,  he  stresses  tha 
the  95',  response  "tells  its  own  stun 
One  reason  for  this  success  is  tfi 
fact  that  the  advertising  decision 
and  policies  incorporate  the  inter 
•  sis  ol  small  dealer  as  well  as  tli 
large  dealer,  the  single  point  opera 
tion  as  well  as  the  multiple  point. 

The  advantages  of  the  system  ar 

its  flexibility,  its  responsiveness   it 
individuality,    and   its    supportive 

ness.  he  points  not.  ^ 


SPONSOR    !i   sum  i  miiik    196      I 


i 


TURN  IT  UP 

or 

TURN  IT  OFF 


Want  to  make  an  interesting  discovery? 
Telephone  a  KTRH  listener ...  at  home. 
First  thing  you'll  hear  is: 
"Just  a  minute  .  .  .  'til  I  turn  my  radio  off." 

WE  LOVE  TO  HEAR  IT. 

BECAUSE 

That's  no  statistic  you're  talking  to  . .  . 

that's  no  set-in-use, 

that's  a  listener  you're  talking  to. 

And  if  you're  fair 

You'll  evaluate  ratings  with  this  in  mind. 

Ratings  now  mean  different  things 

on  different  stations. 

What  difference? 

Info  radio  on  one  Houston  station  .  .  .  KTRH 
Where  ratings  guarantee  100°o  LISTENING1 
LISTENING  WITH  THE  SET  TURNED  UP. 

The  other  choice: 

Music  and  news  radio  on  11  stations. 

Where  ratings  indicate  sets  turned  on  .  . .  nothing  more. 

If  the  set  is  turned  on  ...  is  it  also  turned  UP? 
It's  a  gamble.  You  take  your  choice. 

You  should  see  our  list  of  advertisers  who 
don't  LIKE  TO  GAMBLE. 

And  you  can 

Call  CBS  Radio  Spot  Sales 
Or  us. 

J-*-  ■!"   -ttiXJ.-  V_^-D  O  JSTONS   MOST   INFLUENTl.       STATION 

RICE    HOTEL.    HOUSTON 


SPONSOR    9    5EPT1  MBEK    19 


ADVERTISERS 

Jenney  gasoline  finds  power 
in  heavy  use  off  radio  ads 

you  to  stop  at  a  Jenney  station?' 


Jenney  Manufacturing,  a  major 
\cw  England  gasoline  marketer 
with  over  TOO  stations,  conducted 
its  summer  campaign  with  a  step- 
ped-up  broadcast  effort  alter  suc- 
resslul  pre-testing  results. 

Consisting  ol  nine  one-minute 
spots,  the  drive  officially  began  ear- 
ly this  summer  on  11  Boston  and 
12  other  New  England  radio  sta- 
tions. It  was  a  saturation  campaign 
calling  tor  more  than  7,500  spots 
over  a  L3-week  period.  Before  Jen- 
ney decided  to  enter  such  an  ag- 
gressive schedule,  however,  it  want- 
ed positive  indication  that  it  would 
be  a  truly  effective  campaign. 

It  was  decided  to  conduct  a  pre- 
test, and  an  independent  organiza- 
tion. Knight  Management  Corp.  of 
Boston,  was  retained  by  the  client 
to  conduct  the  testing.  The  test 
period  was  a  little  over  two  weeks 
long,  with  400  spots  aired  on  three 
New  England  stations. 

At  the  end  of  the  test  period, 
questionnaires  were  sent  to  Jenney 
dealers  and  to  the  general  public. 
The  questionnaires  were  short  and 
asked  such  questions  as  "did  you 
hear  them?"/"what  was  your  reac- 
tion.-'" "can  you  attribute  any  new 
business  to  the  commercials?"/ 
"would    these    commercials    induce 


The  questionnaires  turned  up 
these  results:  In  the  dealer  response 
100'  c  of  the  dealers  who  heard 
the  commertials  were  favorably 
impressed  (58%  heard,  them); 
27''  reported  new  business;  20% 
reported  possible  new  business; 
51'<  reported  that  customers  re- 
ferred to  or  joked  about  a  promi- 
nent character  ("Dudbert")  heard 
in  all  the  commercials. 
In  the  general  public  response — 
SS'f  had  heard  the  commercials 
with  90%  of  them  favorably  im- 
pressed; 68%  said  they  think  of 
Jenney  gas  when  they  hear  the 
name  "Dudbert";  32%  said  they 
had  or  would  visit  a  Jenney  sta- 
tion after  hearing  the  commer- 
cials. This  docs  not  include  com- 
ments heard  from  regular  Jenney 
customers. 

The  campaign  consisted  of  hum- 
orous vignettes  built  around  Dud- 
bert, a  rather  zany  scientist-type 
guy  who  is  dedicated  to  the  devel- 
opment of  a  gasoline  as  good  as 
Jenney  Reliable  Power  Gasoline. 
Each  commercial  depicts  Dudbert 
in  another  attempt  to  attain  his 
goal.  Each  one  ends  in  utter  failure, 
but  Dudbert  won't  give  up. 


TV  SET  MANUFACTURER  AND  STATION  IN  TIE-IN 


F'aclc.ctr-ci  Dell 

&   Channel  @ 


Packard  Hill  and  KABC-TV,  Hollywood,  joined  lor  four-month  campaign 
"ii  In  Vision  billboards,  via  Pacific  Outdoor  Ad\  ertising,  to  promote  man- 
ufacturer's new  wide-screen  i\  consoles  and  station's  I. ill  line-up.  Five 
billboards  were  used,  with  each  board  rotated  on  monthl)  l>.isiv  Deal 
was  set  up  l)>  l-i  KABC-TV  promo-publicity  dir.  Jack  I'.  Brembeck, 
Pacifii  Outdoor  vice  pus.  Harle)  Humes,  Packard  Bill  advertising  di- 
rectoi  Hill  Reedy,  and  Charlie  ( lulbert,  ol  Robinson  6;  Haynes  Advertising 


Free-flowing  brown  sugar  to  use  tv 

American  Sugar  has  developed  a  new  non- 
lumping  granulated  brown  sugar  that 
pours  freely,  even  when  stored  for  months, 
and  is  test  marketing  it  as  Brownulated 
under  its  Domino  label.  Strong  spot  tv 
support,  both  day  and  night,  is  being  used 
in  the  test  cities  .  .  .  Springfield,  Mass., 
Columbus  O.,  Richmond,  Va.,  Birming- 
ham, Ala.,  and  Peoria.   Agency  is  Bates. 


32 


Radio  to  carry  the  ball 
for  Colgate's  tackle 

Colgate-Palmolive's  new  acne 
remedy.  Tackle,  is  being  introduced 
nationally  today  (9)  via  a  heavy 
radio  promotion  featuring  up  to  90 
commercials  broadcast  each  week 
on  125  stations  throughout  the 
country. 

Colgate  introduced  the  product 
through  tests  in  Chicago,  Detroit, 
and  Cleveland.  The  number  one 
medium  for  the  introduction  was 
radio,  which  proved  the  most  ef- 
fective way  to  reach  the  teen-age 
market.  One  study  revealed  that 
97.5?  of  teen-agers  listen  to  radio 
each  week  and  that  teen-age  boys 
listen  to  radio  an  average  of  5.8 
days  per  week,  with  67.6%  listening 
.ill  seven  days. 

Within  four  months  the  product 
climbed  to  the  second  sales  position 
in  the  three  major  test  markets. 
Tackle  captured  21%  of  the  total 
acne  remedy  market,  when  com- 
pared with  the  seven  leading  anti- 
acne products.  Tackle  was  then 
moved,  in  the  same  manner,  into 
regional  markets  of  the  New  Eng- 
land and  Middle  Atlantic  states, 
said   a   spokesman. 

The  name  Tackle  and  a  deep  red- 
and-black  packaging  concept  w< 
chosen  in  an  attempt  to  maintain 
the  male  image.  Market  studies 
showed  that  young  men  liked  the 
football   motif. 

SP0NS0R/9   SEPTEMBER    1963 


Now  look 
who's  found  the 
ttappy  Medium 
between  buyer 
and  seller.... 


m  m  ■ 


(greater    Jjndianapolis    JJ>roadcaltinq     L^ompanu,    J*nc. 


Reply: 

P.O.   BOX  88264 

INDIANAPOLIS   8.    INDIANA 


3003  KESSLER  BOULEVARD 
INDIANAPOLIS  22.  INDIANA 
TELEPHONE    WALNUT    5-6494! 


Kay  22,    1963 


Mr.  Norman  R.  Glenn 
president  &  Publisher 
Sponsor  Magazine 
555  Fifth  Avenue 
New  York  17,  N.  Y. 


Dear  Norm: 

Vfe  are  just  completing  our  "Typical  Family  Series"  of  thirteen  full  pages 
positioned  on  the  inside  of  Sponsor,  every  fourth  week. 

First  of  all,  we  have  been  gratified  with  the  fact  that  WXLW  has  once 
again  lead  the  way.  Qualitative  evaluation  for  radio  has  been  a  forgotten 
ingredient  in  this  era  of  highly  questionable  audience  research.  Secondly, 
the  let 's-do-it-the-easy-way  buyers  of  time  have  been  let  down  time  and 
again  with  schedules  placed  by  "the  numbers  racket"  only. 

So,  we  are  proud  of  our  Typical  Family  Series  in  your  book.  And,  we  are 
pleased  to  give  you  a  preliminary  report.   The  series  began  in  June,  1962. 


In  comparing  the  ten-month  period,  July,  1962,  through  April,  1963,  with 
the  sane  period  a  year  earlier,  WXTJf's  Typical  Family  Series  in  Sponsor 
has  assisted  the  Robert  E.  Eastman  Company  and  WXIW  to  increase  the  place- 
ment of  national  spot  on  our  station  slightly  better  than  4056.  True,  1961 
\:as  not  our  best  year,  nor  was  it  our  worst. 


Vfe  are  delighted   that  major   clients  and  agencies  have  so  substantially 
endorsed  '.JXLW's   qualitative  story  of  "the   booming   Indianapolis   market." 

Sponsor  has   done  a  good   job  in  helping  us  tell  the   story  to  the  right  people, 

Very  trulj:  yours , 

INDIANAPOLIS   BROADCASTING  COMPANY,    INC, 


Roffert  D.   Knoch 

Fresident  £  General  Kanager 

RDE:mb 


. 


•  VXLVV's  Typical  Family  Series  in  Sponsor  has  assisted 
he  Robert  E.  Eastman  Company  and  WXLW  to  increase 
he  placement  of  national  spot  on  our  station  slightly 
>etter  than  40 %." 


W  decided  to  use  SPONSOR 
(usively  with  a  well-planned 
maign  prepared  by  its  adver- 
ng  agency.  Their  national  rep- 
aratives were  tuned  in  on  the 


project  and  each  salesman  did  his 
part.  The  40%  increase  (well 
above  the  national  spot  sales  aver- 
age) indicated  how  well  the  cam- 
paign pulled. 


i; 


PONSOR 


Tin  Happy  M(  diuin 

lit tut  t  n  lluyt  r  and  Seller 


Infill  Avenue,  New  York  17,  N.  Y.,  Telephone:  212   MUrrayhill  7-8080 


ADVERTISERS 

Trading  stamps  no  prize, 
say  many  grocery  chains 


Trading  stamps,  heavy  radio  and 
t\  users,  have  just  rung  up  their 
biggest  year  in  history.  Yet  the  large 
grocery  stores  throughout  the  coun- 
trj   aren't  all  satisfied. 

A  major  setback  for  trading 
stamps  was  revealed  when  Fisher 
Foods,  operators  of  80  supermarkets 
doing  elose  to  $100  million  business, 
discontinued  the  nation's  number 
one  trading  stamp,  S&H,  after  less 
than  four  years  of  operation. 

Stamps  A  Big  Expense 

Fisher  Foods'  decision  to  do  away 
with  trading  stamps  points  up  a 
mounting  supermarket  problem. 
Stamps  cost  2  to  3%  of  sales,  a  big 
expense  in  a  business  where  mar- 
gins are  only  about  20%.  The  stamps 
cost  Fisher  $2  million  last  year  and 
reportedly  failed  to  produce  enough 
added  business  to  offset  the  cost. 


Elsewhere,  many  other  supermar- 
ket operators  are  no  more  pleased. 
Today's  customer,  however,  has 
been  educated  for  more  than  ten 
years  to  expect  trading  stamps.  1962 
stamp  sales  totaled  approximately 
$671  million,  or  $53  million  more 
than  the  $618  million  stamp  sales 
for  1961.  (See  also  story  page  43) 

Robert  Magowan,  president  of 
Safeway  stores,  reported  good  earn- 
ings for  last  year,  but  stated  "it 
certainly  was  not  due  to  stamp  ac- 
tivities. They  are  a  drag  on  profits." 

Plaid  Stamps  Not  Mentioned 

A&P  stores  listed  excellent  sales 
and  profits  in  the  company's  1962 
annual  stockholder  report,  but 
stamps  apparently  contributed  lit- 
tle. A&P  did  not  even  mention  the 
Plaid  Stamp  program  in  the  stock- 
holder report,  and  has  completely 


Mtilti  tv  buy  in  south  for  meat  packer 


Sam  McDaniel  <s  s.ms.  Bedford,  Va.,  packer  of  Bunker  Hill  Meal  Prod- 
ucts, has  signed  to  sponsor  "The  Arthur  Smith  Show"  half-hour  folk- 
music-varietj  program,  in  L6  southern  markets  this  fall.  Firming  up  agree- 
ment are  Edward  Vcree  i  I  I,  senior  v. p..  Wilson  &  Icree  advertising,  who 
negotiated  buy,  and  John  Dillon,  sales  imjr..  Jefferson  Productions,  Char- 
lotte, V  C,  syndicator  of  the  series  and  division  of  Jefferson  Standard 
Broadcasting,    which    also    owns    and    operates    WBT    (am-fm    &    t\  | 


halted  their  introduction  at  almost 
half  their  stores. 

But  some  anti-stamp  retailers  still 
set  up  programs  because  of  cus- 
tomer pressure.  "Nobody  loves 
stamps  except  the  customer,"  says 
Kroger's  chairman  Joseph  Hall. 

Roughly  two-thirds  of  all  stamps 
are  offered  in  the  food  field,  with 
90%  of  chain  store  operations  and 
40%  of  independent  supermarkets 
offering  stamps.  (Figures  supplied 
by  Progressive  Grocer  magazine.) 

Schweppes  to  stop  claim 
it's  the  only  true  tonic  mixer 

Settlement  of  a  law  suit  begun 
by  Billy  Baxter,  Inc.,  against 
Schweppes  (U.  S.  A.),  Edward 
Whitehead,  and  Ogilvy,  Benson  & 
Mather,  was  announced  jointly  late 
last  week  by  the  parties  involved. 
The  suit  resulted  from  Schweppes' 
ad  copy  stating  it  is  the  only  au- 
thentic tonic  maker. 

As    a   result    of   the    settlement, 
Schweppes  has  announced  that  its 
future  advertising  will  not  indicate 
that  Schweppes  is  the  only  authen 
tic  quinine  water.  Certain  distribu 
ted    point-of-purchase    advertising 
was  excepted,  and  Schweppes  also 
retained    the    right    to    advertise 
that    its    product    is    an    authentic 
Schweppes  product  and  an  authen-; 
tic  quinine  drink. 

In  its  complaint.  Billy  Baxter. 
Inc.  alleged  its  own  authentic 
Quinine  Tonic  Water  had  been  in 
traduced  in  the  United  States  ap- 
proximately 40  years  ago.  and  that 
a  current  Schweppes  advertising 
campaign  constituted  an  unfair  ad- 
vertising practice  in  suggestin-j;  that 
an  "authentic"  tonic  drink  could  be 
made  only  with  Schweppes  Quinine 
Water. 

O.  B  .M.,  which  handles  the 
Schweppes  account,  joined  in  the; 
settlement  agreement. 

William  F.  Adler,  president  ol 
Billy  Baxter,  Inc.,  stated:  "While 
we  recognize  Schweppes  as  a  pi- 
oneer in  the  beverage  industry 
Billy  Baxter  products  also  have  I 
proud  history.  Billy  Baxter  quintal 
tonic  water  was  the  first  quiniw 
water  bottled  in  this  country  son* 
40  years  ago. 

We  feel  the  settlement  reached 
today  is  in  the  traditional  spirit  oi 
public  responsibility  of  both  ora 
companies. 


SPONSOR    9    SEPTEMBER    196j' 


Coffee  drinking  shows  drop 

among  younger  adults 

Young  adults  toda)  are  less  likel) 
to  drink  coffee  than  the  counter- 
parts "I  .1  few  yean  ago,  a  new  sur- 
\f\  ol  "Coffee  Drinking  in  the 
United  States"  l>\  the  Pan  American 
( '('lire  Hun-. tn  reveals. 

1    1   example,   in  the  w  intei   ol 

"''  l  drank  coffee  in  the  Ji> 
t<>  ^  1  age  bracket,  compared  w  itli 
75  2  in  N"><>  in  the  age  bracket 
15  to  19,  ;:  1  were  coffee  1I1  inkers 
in  1963  53  B  in  1950,  De<  line  was 
not  as  great  in  tin-  25  29  bracket, 
where  81. 1  in  1963  were  coffee 
drinkers  .mains)  S3.3'  in  1950, 
\dnlts  mi  their  30's  on  the  other 
hand  showed  increase;  39.7'     drink 

k-offee  tod.i\ .  ST.  i  .  in  [950.  In  their 

forties.  90.79  drink  eollee.  com- 
pared with  ss  J,,  1950.  For  the  50 
:o  59  group,  it  was  89  I  in  L98  i. 
M  :     in  br><>.  m  to  69,  89.8     now 

in  i')-,n 

I    :    ill  ages,  there  was  a  decline: 

."'>:  in  llJa;  «,  re  coffee  drinkers, 
gainst  717      in  1 ').")<). 

Coffee  drinking,  in  the  w  inter  of 
196.5  when  hot  leverages  might  be 

>referred.      led      other      beverages. 
A'hile  7  ;  J     were  coffee  consumers, 
•hank  milk  (compared  with 
'"'      ",    1950  .     18  >      fruit    and 
egt-tablr    juices      ;j  s       ,,,     [95Q 
tt    dunk    (29.19     in     1950 
•■I"      tea     1\      in    L950);   and    I 
"coa   and    hot    chocolate    (5  I       in 
l)"><)     (  oflee.  as  well  as  soft  drinks, 
nces  atul  tea  are  all  heavih   acbei- 
ised  on  broadcast  media. 

-ollege  aids  biz  research 
Executive   Research  Conference 

a  new  business  research  sen  ice 
rganized  by  Pace  College,  New 
"rk  City,  to  provide  staffs  and  fa- 
ilitics  t,,r  corporate  enterprises 
dang  new  approaches  and  solu- 

0BS  to  administrative  problems, 
nd  guides  for  long-range  planning 
To  date,  seven  major  American 
itions  are  affiliated  with  the 
arference:  bankers  Trust  Co.,  Chi- 
>p<v  Mills.  Genera]  Foods.  The 
nmmus    Co.,    Morgan    Guaranty 

ri|v'  (  '  •  *  New  York.  National 
iscnit  Co.,  SpeiTJ  and  Hutchinson 
•rivn  Stamps    Co. 

Ke\  words  of  the  conference  are 
cooperative  business  research." 


^ 


^i 


'Masked  Grandma'  on  prowl 

Mar)    I  II'  1.  fames  a   fellies  has  jusl  c  ul 
its    intli   i  ommen  ial 

mythical  "Masked  Grandma"  who  con- 
stand)  trie-,  tn  steal  \!.ir\  Ellen's  "cup  tn 
tcup  Hi  i|"  Now  starting  hei  fourth 
<>n  tli.  .in  "Mask.  ,1  ( Irandma"  la  »  I 
ul.  .I  in  over  10,000  -\*4-  each  \<  ir  In 
western  roarki  ts  Looking  over  "Masked 
Grandm  i"  store  displa)  are  Bob  \\  bite- 
bead  I  act  t.  supv.,  ( .mid.  Bascom  & 
Bonfigli  s  I  '.,  and  Bob  Bade)  salt  s-ad\ 
mgr.  tur  the  Berkeley-quartered  jam  linn 


Each  corporate  enterprise  partici- 
pating in  the  conference  specifies  a 

particular  problem  to  be  investi- 
gated All  resources  of  Pace  Col- 
lege   are    placed    behind    research 

Stud)  of  problem  ( Consultations  be- 
tween   1  .it  i  lit  \     research    team    and 

sponsoring  compan)  are  frequent!) 

scheduled.  Findings  and  conclu- 
sions are  then  published  and  are 
the  propert)  of  the  conference  and 

its  membership. 

l'\c  lusive  feature:  Implementa- 
tion Seminar."  Research  team  holds 
seminar    with    eoinpan\     personnel 

concerned  with   implementing  le 
suits  of  stud) . 

Sea  £r  Ski  diversifies 

\  major  producer  ol  suntan  lo- 
tions. Sea  \  ski  of  Reno  is  invading 
the-  sun-lamp  field  tins  tall,  via 
Foote,  (  one  <\  Belding,  San  Fran- 
cisco. 

Introducing  a  diversified  lin< 
four    sun-lamps    ranging    in    pri 
from   $]  1.95   to   150    S&S   u.ll   be 
competing     with     several     heav) 

broadcast-spenders  among  the  el 

tried  giants. 


Savers  outnumber  spenders 
at  least  with  mythical  boon 

onld 

b.        II.       I.        I''- 

pi  i  but    .ul  '"ill    be 

fiapp)   to  know    that  Js 

t,  i  a\  the)  would  spend  it 

all       18%   Of   tl  "Id 

s|>.  ml  part  ■  I  il 

I,    II     l.iiiskiii    \ss...  •  nth 

inten  it  wed  -  51 5  \m.  i  i<  ins  in  an 

effort     tO     answer     the    <|lles' 

\ on  suddi  nl)  i'  ■  hat 

u  onld    \  (iii   d"   with    it       save    it     m 

\ est  it  ■  .i  s|i.  nd 

This  questii  in    along  w  ith  a  hall 
d< izen  othi  is  mi  the  subj< 
added  to  binskiii's  national  "aim" 
stniK  tins  siiiniiK  i    I  he  answ<  • 
the  al>"\  e  question  w  ,ie  as  follow  s 

Total    Male  Female 

Sm  ,  I 

Spend  is       28        27 

/spend 

msu  •  i  l  -         1 

Sa\  ,  is     and     spenders     were     then 
asked   how    the\    would  disperse  tin 

mone)  Spi  ndi  is  sa)  ing  the)  would 
pa)  bills.  ^2  bu)  a  c  ar,  1^  bu) 
a  home,  IT  .  bu)  furniture-appli- 
ances,   15       travel     1-       remodel 

hollies.   S 

\nsw  eis  from  those  w  ho  said  the) 

would    sa\  e    n\  ealed    that    sa\  U 
banks  w  in  out  o\  er  other  form 
competition  —  mutual  funds,  stink 
market,  government  bonds  —  with 
only    bonds    presenting    an)     stiff 
c  i  impetition. 

Radio-tv  get  the  gravy 

\  meat  specialt)  house  lam 

a  test  of  radio  t\  advertising  in  ' 

midwest    markets    last    week    which 

will  shape  the  i  ill  its  I 

advertising. 

Th<-  c  omp.im     Peter  Et  kric  h  »\ 
Ft.    w  .in  in-     The    j  • 

Jiff)     1    •     S     a   barlx  aid 

in  a  boil-in  plasl 

pon. 

i   supported   with   con- 
sumer   couponing    and    radi 

•    l   .• 
rising  m  •  kru  h. 

ul  comn 
.ur<  and 

si\  i  arming 

.!  treatmi 


'ONSOR   '.i   SEPT,  M1UK    [953 


ADVERTISERS 


ARB  ANALYZES   DIARY  METHOD 

Validity,  reliability  of  local  market  research  checked 


American  Research  Bureau,  direc- 
ting an  extensive  research  look  at 
its  own  research  methods,  has  pub- 
lished "The  Influence  of  Non-Co- 
operation in  the  Diar)  Method  of 
Television  Audience  Measure- 
ment." It  is  a  critical  self-examina- 
tion of  the  validity  and  reliability 
oi  the  diar)  method  which  ARB 
employs  for  its  local  market  reports. 

W  ith  all  the  talk  about  refining 
broadcast  audience  measurement 
methodology,  the  non-cooperation 
factor  is  considered  one  of  the  most 
crucial  areas,  suggests  ARB.  The 
research  department  examined  the 
non-cooperation  question  by  con- 
ducting telephone  coincidental  sur- 
veys  in  the  metro  areas  of  24  eliffer- 
i  ul  t\  markets.  The  sample  homes 
consisted  of  those  that  were  origin- 
all)  drawn  for  previous  diary  sur- 
veys  in  those  markets.  Since  the 
diar)  is  ARB's  basic  measurement 
tool  lor  local  surveys,  the  coinci- 
dental telephone  surveys  provided 
information  on  both  diary  coopera- 
tors  and  non-eooperalors  in  each 
market.  The  primary  analyses  were 
made  on  die  kisis  of  Station  ratings, 
homes  using  tv,  audience  compo- 
sition, and  various  family  charac- 
teristics. 


Miss  Diller's  no  dilly 

edit  nn>   Phyllis  Dillei  has  written  and 
taped  1><  fore  .1  nightclub  audience  .1  scries 

imi<    radio  <> ercials  forming  the 

basis  "I   ili'    I. ill    Hid  winter  advertising 

.Hid  promotion  campaign  foi  Snow  Crop 

tables  .mil  Vegetable  Casse- 

bowing  in  Octobei  In  kej   markets. 

kll(  C&A  Is  the  agency.  Featured  are  1 1 

1   three   five-minute   spots 


The  study  revealed  some  audi- 
ence characteristic  differences  be- 
tween  the  cooperators  and  non-co- 
operators,  but  no  major  differences 
neemed  in  viewing  levels,  counter- 
ing the  popular  theory  that  those 
who  participate  in  diary  surveys 
\  iew  considerably  more  tv  than 
those  who  do  not  participate.  Were 
this  theory  true,  reminds  ARB,  in- 
flation of  results  would  increase  as 
the  return  rate  decreases,  ft  was 
discovered,  however,  that  although 
the  magnitude  of  differences  did 
increase  as  return  rates  decreased, 
higher  viewing  levels  occurred 
about  as  often  among  non-coopera- 
tors  as  in  the  cooperator  group. 
Thus  the  pattern  that  would  have 
prevailed  had  the  theory  been  true, 
did  not  exist,  according  to  the  re- 
port. 

Pepsi  bottler  brands 
biggest  tv  film  budget 

The  Pepsi-Cola  Bottling  Co.  of 
Detroit  (BBDO),  in  the  largest  tv 
Feature  film  buy  it  has  ever  made, 
sponsored  first-run  movies  preced- 
ing last  week's  (7)  national  Miss 
America  Pageant  on  three  CBS  TV 
affiliates  —  WJBK-TV.  Detroit; 
\\  JIM-TV,  Lansing;  and  YVKZO- 
TV,  Kalamazoo-Crand  Rapids.  The 
buy  was  closely  linked  with  the 
bottler's  association  with  the  an- 
nual  Miss  Michigan  contest. 

In  addition  to  the  tie-in  with  the 
national  beauty  contest,  sponsored 
on  CBS  TV  by  parent  Pepsi  firm, 
the  local  dealer's  film  buy  includes 
similar  features'  sponsorship  on  the 
same  three  stations,  preceding  the 
opening  game  of  the  professional 
football  season  for  the  Detroit  Li- 
nns on   II  September. 

Real  hole-in-one  for  reel 

If  you  saw  the  Zenith  commer- 
cial showing  the  hole-in-one  this 
weekend  it  was  the  real  thing.  The 
commercial  was  being  made  at  the 
foe  kirkwood.  Jr..  golf  course  in 
Studio  City,  Calif.,  lor  airing  Sat- 
urday and  Sunday  on  The  World 
Series  of  Golf. 

\  hole-in-one  sequence  was 
(ailed  lor  by  Foote.  Cone  l\  Beld- 
ing,  agenc)    lor  Zenith,  to  illustrate 


<! 


the  once-in-a-lifetime  theme  used 
in  the  commercials  to  describe  of- 
fers  on  Zenith  tv  sets. 

Art  Stewart,  golf  pro.  was  to 
make  se\  eraldrives  to  be  filmed  by 
the  cameras.  Then  the  plan  called 
for  a  closeup  of  Stewart  putting  on 
the  greens.  The  final  shot  was  to 
show  the  ball  dropping  into  the 
cup.  The  technique  was  to  splice 
these  three  shots  together  and  izive 
the   impression   of  a  hole-in-one. 

Stewart  made  four  or  five  prac 
rice  shots.  When  the  cameras  start 
ed  to  roll.  Stewart,  using  a  nine  iron 
from  SO  yards  out,  smacked  the  ball 
lor  what  turned  out  to  be  his  once- 
in-a-lifetime  hole-in-one. 

Maxwell  appointed  v.p 
for  Philip  Morris  Int. 

Hamish  Maxwell  has  been  named 
\  ice  president  and  director  of  mar- 
keting for  Philip  Morris  Interna- 
tional, a  division  of  Philip  Morris 
Maxwell  has  been  director  of  mar- 
keting since  1961,  supervising  anc, 
coordinating  the  division's  adver 
tising  in  over  100  countries  outside 
the  U.S.  Since  joining  the  tobaoa 
firm  in  1954,  he  has  held  posts  ir 
market  research  and  advertising 
PMI  was  awarded  the  first  Presi 
dent's  Export  "E"  award,  denoting 
the  company's  contribution  to  trade 
expansion. 

RCA  sets  heavy  campaign 
for  Radio-TV-Phone  Line 

RCA  Sales  Corporation  has  an 
nounced  "one  of  the  largest  fall  ad 
vertising  programs  in  the  history  0 
the  home  entertainment  industr) 
in  support  of  the  1964  RCA  Victo 
radio-tv-phono  line.  The  total  cam 
paign  calls  for  an  expenditure  c 
$7  million,  with  a  major  portion  C 
the  budget  in  network  televisii 
and  national  magazines.  The  bi 
push  begins  29  September  when 
national  "RCA  Victor  Week"  pre 
motion  will  be  launched  by  an  8 
page    multi-color,    rotogravure    i 


:. 


si  its  to  have  a  record  national  ci) 


1 


culation  of  33  million.  The  tv  can 
paign  is  already  in  progress  with 
series  oi  five  different  one-minut 
commercials,  some  now  on  the  a 
via  RCA  Victor's  major-minor  pal 
ticipation  in  the  Sunela\  -night  houi 
long  Walt  Disney's  Wonderh 
W  orld  of  Color.  These-  will  ceu 
tinue  throughout  the  fall,  and  W8 


SPONSOR    'I    si  PTl  MBER    I'11 


into  the  beginning  >>|  the  i  Ihristmas 
|)n\  in ".  season, 

I  he  heavy  p.nt  ol  the  h  i  am 
paigii  is  i  "in  entrated  at  the  end  "I 
5ept<  mlxi  w  iili  .1  2  minute  com- 
ii  u  1 1  ill  specificall)  pr<  >mol  Ing 
IK  \  \  n  toi  \\  eek"  i"  be  \  iewed 
mi  the  Disne)  six >w  on  --  and  -) 
Scptcmhci 

T>  and  radio  commercials,  dis 
pl.i\  kits,  plan  hooks,  and  spe<  i.il 
oo-op  mats  have  been  prepared  foi 
iisf  at  dealer  level  during  the  week- 
long  special  pi ttion 

The   <  ampaign   w  ill    include   -ill 
major  product  categoi  ies  <  oloi  and 
black-and-white    tv,    radio     stereo 
phonos,  .mil  tape  i  .mi  idge  record 
ei  s 


NEWS    NOTES 

\  .m  de  Kamp  expands:  Having  al 
tained  good  distribution  "I  its  nev 
lint-  ol    Frozen    Foods    in    southern 
California   and   the   Pacific   North 
West,    Win    de    h.  amp's   n|    I  ms     \n 
■ales  is  now  im  ading  the  northei  n 
( Salifornia   market.   \  ia    1  rennen   & 
Newell.  Clyde  Le  Baron  Co.,  San 
Francisco  Food  brokerage  firm,  will 
handle  distribution.   \  multi-media 
advertising  drive  will  be  launched 
i  won. 

Flapper  salt's  liit  new  high:  National 

l)r  Pepper  sales  volume  continued 

,its  unbroken  record  "I  -(l  <  onset  u- 

ti\e  month!)    ltu  leases  w  ith  .in    \u- 

Igusl  gain  ol  neai  K  I  .  gi\  ing  the 
company  its  highest  Vugust  volume 
figure.  "'In  addition  to  topping  last 
year's  all-time  Vugust,  sales  For  the 
month  just  ended  represent  the 
second  highest  volume  month  in 
the  company's  78-yeai  history, 
stated  Wesln  R,  Parker,  chairman 
ami  president.  Di  Pepper's  tan 
sales  led  in  percentage  gain  with  an 
Vugust    increase    ol    nearl)     17%. 

Fountain  sales  likewise  continue  to 

'show  .m  increase  ovei  the  same 
month  last  \,  ur.  Sales  Foi  the  eight- 
month  period  ending  31  Vugust, 
showed  l)r  Pepper  can  volume  lead- 
ing w  ith  an  increase  87'     Fountain 

tiles    were    up    neaiK     27       with    a 

total  cam  for  the  year  to  date  ol 
approximate!)    is 

t  hew    drive  to  Schnitzer:   Gerald 
Schnitzer     Productions    in     Holly- 
wood   has    picked    oil    one    of    the 
unm    commercial    assignments    of 


SONALITY 


floyd  Ollowoy 
WSYR    GANG 


Carol  Jortnton 
WOMEN 


Ed  Murphy 
MUSIC 


Fred  Hillego 
NEWS 


Elliot  Gove 
TIMEKEEPER 


Richard  Hoffmann 
BUSINESS   NEWS 


It  packs  a  friendly  punch.  Stroll 

down    the    street    with    Deacon 

Doubleday   or   Carol   Johnson   or 

Fred    Hillegas.    Watch    the   smiles 

ight  up   peoples'   faces;   hear   the 

known -you-all  -  my  -  life    greetings 

from   total    strangers. 

This   friendly   attitude    is   for    you, 

too,  when  these  personalities  are 

selling   for  you.   And,   that's   why 

WSYR  Radio  is  the  greatest  sales 

medium    in    Central    New    York. 

So  you  see  what  happens: 

Personality   Power  =   Sales 

Power    for    you    in    the     18- 

county    Central    New    York 

area. 

Instant  friends  for  what 
you  have  to  sell. 


Bill  O  Oonnell 
SPORTS 


n 


rs  C 


Alan  Milair 
MUSIC 


Deacon   Ooublcdoy 
Fa- 


W1 


Repretented  Notionolly  by 

THE   HENRY    I     CHRISTAl   CO      INC 

NEW   YORK     •      BOSTON      •     CHICAGO 

DETROIT      •      SAN    FRANCISCO 


SPONSOR    9    SI  ll.MBF.R    1963 


ADVERTISERS 


year.  Chevrolet  division  of 
General  Motors  awarded  the  firm 
its  "Commercial  Spectacular  of  the 
5fear,"  the  5%-minute  commercial 
Featuring  stars  of  Bonanza  and  an- 
oouncing  .ill  of  the  '6  \  models.  Jerry 
Schnitzer,  who  lias  directed  many 
prize-winning  Chevrolet  commer- 
cials, will  personal!)  direct  this  as- 
signment. 

Simmons  moves  to  new  quarters: 
W.  R.  Simmons  &  Associates  Re- 
search. Inc.  has  moved  its  offices  to 
235  East  42nd  Street,  New  York. 
Phone  is  YUkon  6-7700. 

Step-up  production  at  Sarra:  Tv  film 
commercial  production  zoomed  into 
high  gear  at  Sarra,  Inc.  during  the 
past  several  weeks.  Firm  recently 
completed  a  series  of  spots  for  Ad, 
placed  through  D'Arcy,  which  will 
kick  off  a  new  campaign  for  the  de- 
tergent.  Other  new  accounts  are 
Parliament,  via  Benton  &  Bowles, 
and  Beech-Nut  Coffee,  chewing 
gum  and  candies.  Heading  a  new 
production-administration  team  at 
Sarra  are  Mickey  R.  Duhin,  vice 
president  in  charge  of  sales  and  ad- 
ministration, and  Lee  Goodman, 
vice  president  in  charge  of  produc- 
tion. 

American  Tobacco  first-half  sales 
down:  A  slight  drop  in  sales  were 
noted  by  American  Tobacco  for  the 
Six  months  ending  30  June  1963,  as 
compared  to  same-  period  a  year 
ago.  This  year's  figure  was  $569,- 
752,000  vs.  $577,621,000  last  year. 
This  made  little  difference,  how- 
ever in  income,  which  was  $31,289,- 
(MK)  or  SI.  14  vs.  $31,300,000  o  r$1.14 
last  year.  Hunt  Foods  and  Indus- 
tries also  reported  its  earnings,  this 
lor  the  fiscal  year  ended  30  June 
1963.  Earnings  were  $8,384,000 
from  sales  of  $399,50 1,000.  Last 
\ear  the  company  earned  $13,663,- 
000  from  sales  ol  $372,313,000.  Hunt 

Stock  earned  $1.33  per  common 
share  in  1963  compared  with  82.40 
h.r  die  prior  year,  limit  attributes 
its  decline  in  net  profit,  the  first  in 
ten  years,  to  a  combination  of  fac- 
tors   which    include    industry-wide 

pricing  pressures  and  a  heavy  com- 
pany investment  in  a  major  market- 
ing program  during  the  year,  finan- 
cial statement  from  Allied  Radio 
\  s  that  sales  inereas(  d  to  a  rec- 
ord   $62  I  13,000    in    the    fiscal    \  ear 


ended  31  July  1963,  compared  with 
$51,963,000  in  the  previous  year. 
The  company's  net  earnings  after 
taxes  amounted  to  $591,000  or  54 
cents  per  share  compared  with  $1,- 
187,000  or  $1.08  the  year  before, 
with  the  drop-off  attributed  to  year- 
end  adjustments  stemming  from 
problems  of  product  quality  that 
troubled  many  of  the  company's 
suppliers  as  well  as  its  own  manu- 
facturing division. 

Eastman  unwraps  new  tapes:  Two 

new  professional-quality  sound  re- 
cording tapes  will  be  marketed  by 
Eastman  Kodak  this  fall  on  a  rug- 
ged, new  Durol  base  through  elec- 
tronic supply  houses  throughout  the 
country.  Eastman  Sound  Recording 
Tape,  Type  A303,  is  basically  a  low- 
print  tape  with  a  signal-to-print  ra- 
tio of  54  db.  The  other  new  tape, 
Type  A304,  is  a  high-output  tape 
with  a  signal-to-noise  ratio  of  79  db. 
Print-through,  however,  has  been 
held  to  the  general  purpose  level 
of  49  db.  Other  developments  on 
the  tape  front  now  include  a  newly- 
signed  contract  between  Cinerama, 
Inc.  and  Rutherford  Engineering 
Partnership,  a  Bermuda  company 
which  has  developed,  through  its 
English  affiliate  Nottingham  Elec- 
tronic Valve,  a  new  tv  tape  recorder 
for  home  use.  The  contract  provides 
for  the  formation  of  an  American 
company  by  Cinerama  and  Notting- 
ham, to  further  develop  this  new 
invention  and  manufacture  and  mar- 
ket it  in  all  world  markets  except 
the  United  Kingdom  and  British 
Commonwealth,  and  the  Common 
Market  and  EFTA  countries.  Cin- 
erama has  controlling  interest.  The 
new  instrument  records  and  then 
relays  tv  pictures  and  sound  through 
any  tv  set,  using  standard  tape.  It 
also  makes  possible,  by  means  of  a 
companion  home  tv  camera,  the  in- 
stantaneous recording  on  tape  of 
pictures-and-sound,  for  immediate 
replay  through  a  home  tv  set. 

Scholl's  reenlists  NBC  TV:  A  new 
campaign  is  forthcoming  from 
Scholl  Mfg.  Co.  as  the  result  of  "de- 
mand" from  retailers  and  wholesal- 
ers Following  a  network  run  this 
spring.  Via  Donahue  c<  Coe  and  on 
behall  of  foot  Powder  and  Zino- 
pads,  the  schedule  starts  23  Septem- 
ber and  calls  for  three  to  lour  spots 
even   week  through  22  November 


on  such  shows  as  Your  First  Im- 
pression. Loretta  Young  Theatre 
and  Word  for  Word.  The  budget  is 
in  addition  to  Scholl's  heavy  print 
commitment.  «• 

Sterling  plans  Park  Ave.  home:  New 
world  headquarters  for  Sterling 
Drug  will  be  built  at  90  Park  Ave- 
nue, New  York,  under  terms  of  a 
$36,000,000  office  lease  which  runs 
for  25  years  with  renewal  options. 
Sterling  will  occupy  nine  floors  and 
a  portion  of  the  sub-basement,  start- 
ing in  early  1964. 

School  days  again:  Xerox  Corp.  is 

sending  two  of  its  executives  back 
to  the  classroom  as  students  this 
fall.  William  N".  Hesketh,  manager 
of  advertising  and  sales  promotion, 
will  attend  the  44th  session  of  the 
Advanced  Management  Program  at 
the  Harvard  U.  Graduate  School  of 
Business  Administration.  Robert  L. 
Rohrer,  assistant  to  the  national 
service  manager,  will  also  go  to 
Harvard  to  participate  in  the  sixth 
session  of  the  Program  for  Manage- 
ment Development.  Hesketh  is  the 
first  from  Xerox  to  attend  the  13- 
week  session  which  began  8  Sep- 
tember while  Rohrer  is  the  fifth 
young  executive  from  Xerox  to  take 
part  in  his  program. 

NEWSMAKERS 

Jean  F.  Anderson  to  vice  presi- 
dent of  Market  Measurements,  re- 
search subsidiary  of  Clinton  E. 
Frank. 

Robert  E.  Snare  to  marketing 
manager  of  Reeves  Soundcraft  divi- 
sion of  Reeves  Industries. 

Charles  M.  Johnson  to  assistant 
general  manager  of  the  Special  Sales 
Division  of  Gillette. 

Ronald  O.  Kaiser  to  vice  presi- 
dent of  United  Brewers  of  America. 

Ben  Zale  to  advertising  manager 
of  the  photographic  division  of 
DeJI  R-Amsco  Corp.  He  was  for- 
merly advertising  manager  of 
Audax. 

H.  Grignon  to  manufacturing  su- 
pervisor of  the  Reeves  Soundcraft 
Division  of  Reeves  Industries. 

Edwin  IIamowy  to  advertising 
manager  for  the  International  Divi- 
sion of  Shulton. 

Robi  i;  i  Levy  to  director  of  public 
relations  at   Elgin  National  Watch. 


fa 

r 


■.: 


■1 


-10 


SPONSOR  9  stiMiMBER  1963 


AGENCIES 


Computer 
but  never 


heap  good  Indian 
a  chief:  Grey 


There's  much  promise  in  electronic  data 
processing,  agency's  house  organ  states, 
although  no  magic  answer  to  ad  problems 


Gm  i  vn\ i  hi ante's  brain-tickling 
house  organ  Grey  Matter  turns 
its  counseling  thoughts  For  Septem- 
ber to  computers  and  their  role 
in  the  ad  world.  In  answer  to  its 
own  question,  "Are  we  bullish  on 
the  future  ol  computers  in  market- 
ing?" Grey  answers,  Indeed  we 
•ire,  for  the  electronic  wonder  is 
daily  Fulfilling  more  and  more  ot 
its  promises.  Hut.  when  we  look 
closer   and    more   critically,    we    see 

visible  siiuis  ot  shortcomings,  not 
in  the  machine's  ultimate  capabil- 
ities, but  in  its  present  power  to 
live  up  to  our  tingling  expecta- 
tions." C'.rii/  Matter  Further  wonders 

whether  the  a<\  man's  longing  tor 
relief  from  the  strain  ol  making 
decisions  has  caused  him  to  at- 
tribute  powers  to  the  magic  box 
which  are  not  built  into  it. 

'The  principal  benefits  of  the 
magic  box  to  marketing  have  thus 
far  been  in  electronic  data  process- 
ing. Lightning  speed  in  computa- 
tion has  made  possible  more  ac- 
curate, more  flexible,  more  effective 
sales  policies,  inventor)  analyses, 
stock  control,  recording  accelera- 
tion of  merchandise  movement, 
sp<ed  and  increase  ot  the  informa- 
tion needed  in  many  areas  ol  mar- 
keting,'' says  the  paper,  adding,  "In 
many  facets  of  marketing,  the  blink- 
ing lights  and  turning  wheels  are 
ilready  bringing  dollar  and  cents 
■vings  For  management.*' 

Media  mix  still  headache 

Although  Gre)  agrees  that  the 
.•omputer  is  performing  miracles  in 
providing  instantaneous  marketing 
lata,  and  that  these-  data  are  in- 
ahiable  in  helping  make  some  mar- 
keting dec  isious.  the  agency  doesn't 


readil)   agree  that  the  magic  box 

has   yet    made   good   on   its   promise 

to  solve  mans  problems  —  lor  exam- 
ple, the  problem  of  media  mixes 
and  the  choosing  ol  optimum  media 
schedules  lor  specific  ad\  el  tisers. 

Gre)  believes  getting  firm  deci- 
sions From  shak)  data  just  doesn't 
Ai\d  up  to  good  judgment,  and  since 

the  computer  is  onl)  as  good  as  the 
data  Fed  to  it.  I  "GIGO:  garbage 
in,  garbage  out™  is  the  term  Grey 
sa\s  scoffers  use  |  the  computer  can 
Onl)  be  a  worker,  not  a  decision- 
maker. "The  greatest  danger  From 
the  worship  ol  the  magic  box  by 

media  analysts  lies  not  so  much  in 

the  Fen  er  oi  the  idolatr) .  as  in  the 

mystic    aura    ot     authenticitx     with 

which  the  worshippers  endow  their 
conclusions. 

Data  can  be  liininu'ckccl 

\nd    on    the    other    hand.    Gfi  '/ 

Matter  goes  on  to  sa\ .    ()t  cuius. 

there's  nothing  to  stop  the  elec- 
tronic anal)  si  from  examining  and 
rejecting  the  machines  results  and 
then  changing  his  assumption  t<>  lit 
the  preconceived  concept  ol  what 

the  results  should  be.  1  le  can  thus 
Force  the  data  tO  come  out   in   n  .1 

sonable  agreement  with  his  precon- 
ceptions. That's  what  is  often  done 
This  doesn't  necessaril)  make  the 
answers    ri'^ht.    It    only    assures    the 

analyst  that  the  results  will  not  vio- 
lentl)   disrupt  his  judgment." 

(.o\    Matter   concludes:    "This   is 

the  electronic  age  and  the  computer 
has  proven  of  tremendous  \  alu< 
media  analysts,  as  to  all  marketers 

It  can  be  of  inordinate  help  111  sort- 
ing  through  alternate  schedules,  us 

ing  comparable  information     such 

.is  Simmons  data  on  m. ma/me  audi- 


ences  01  Nielsen  "i  Politz  but  is 
it  reach  \  .t  to  handle  <  omplex  in- 
to nucha  compaigns? 

"In  our  judgment,  we  must  con- 
tinue to  experiment  with  computers 
and  tins  agent )   has  spent  man) 
thousands  of  dollars  exp«  1  imenting 
w  ltd  them  and  w  ill  continue  to  do 

SO),     but    let    us    not    permit    blind 

worship  ol   tin-  magic  box  to  ob 

sc  hit    our    \  ision    and    imp. in     our 

marketing  judgment,  espe<  iall)    in 

media   anal)  sis   and    planning 

"I  .it    us    acknovi  1<  dge    that    the 
computer  has  been  valuable  in  put 
ting  pressure  on  media  analysts  as 

well    as    media,    to    passes    .,    I.e 

numb  1  ot  alternatives  and  i<  • 

nize  the  need  lor  more  basic  and 
ac  c  urate  data. 

I  1  t   us  0  ,  ognize  also  that  the 
c  omputer  has  brought  man)  c  hai 
m   nucha   planning,   that    it    is 
abling     it  not  compelling     media 
to    provide    much    more    valuable 
and  comparable  data  about   their 

audn  in  .  s.  and  that  it  w  ill  c  ontmue 
to    me  lease    in    \  alue    in    an    an  a    as 

c  omplex,  Fast-mm  ing  and  c  om] 

tne  as  media  planum.: 

I  ac  k  of  omniscience 

Let     Us     make     full     use     ot     the 
eleitroiiH     marvel    for    what    it 
do    for    11s    m    data  but 

let  us  be  might)  war)  ot  attributing 

oiillllsi  lem  e   to   It.   ot    expec  ting   it    t" 

supeisi  de    judgment    and    expei  1 

ence.  To  use  it  this  wa\  Is  probabb 
worse    than    to    using    it    at    all. 

iputers  hold  promise  tor  major 

break-throughs  in  decision-making 
areas,  but  these  break-throughs 
have  not  yet  happened.  When  the) 
do,    the-    Forward-thinking    media 

planner  w  ill  I*-  reach  ^ 


P0HS0R/9    SEPTEMBER    1963 


41 


mGENCIES 


Ad  Club's  Robert  A.  Cooper 

Cooper  executive  director, 
Green  chairman  at  Ad  Club 

Known  as  "Mr.  Advertising," 
Charles  C.  Green  has  been  elected 
chairman  <>t  the  board  of  the  Ad- 
vertising  Club  ol  New  York.  Man- 
aging director  ol  the  Club  since 
1940,  he  played  a  large  role  in  es- 
tablishing its  platform.  The  Adver- 
tising Club  also  announced  the  ap- 
pointment of  Robert  A.  Cooper  as 
executive  director.  Cooper  comes  to 
the  club  from  Sales  and  Marketing 
Executives-International,  where  he 
served  as  director  of  public  rela- 
tions, publications  and  communica- 
tions since   1958. 

New  Creative  crop  at 
Cunningham  &  Walsh 

Creative  services  division  of  Cun- 
ningham &  Walsh  has  added  four 
copywriters  to  the  stall.  They  in- 
clude Kenneth  Collins.  Jr.,  who 
joins  the  agency  From  Gardner  Ad- 
vertising where  he  was  a  copy- 
writer; John  (.'.  Conrad,  formerly  a 
senior  copywriter  with  McCann- 
Erickson;  Bert  Gottlieb,  previously 
director  ol  advertising  at  Rek-O- 
Kut  Company;  and  Edward  B. 
Shaw,  formerly  in  advertising  and 
promotion  manager  .it  American 
( !j  anamid  Corp. 

7  agency  toppers  on  panel 

\    highlight    of    the    26th    annual 

Western  region  convention  ol  the 
Vmei  i<  an  Association  ol  Advertis- 
ing Agencies  in  San  Francisco,  17- 
l()  September,  w  ill  be  the  Panel  ol 
Presidents,  bringing  together  seven 
j   principals  from  throughout 


the  United  States.  Moderator  will 
he  Kai  Jorgensen,  Hixon  6c  Jorgen- 
sen,  Los  Angeles. 

Participants  in  the  panel  will  in- 
clude Frederick  F.  Baker,  Baker  & 
Stimpson,  Seattle;  Morris  Elite, 
Tracy-Locke,  Dallas;  William  W. 
Neal,  Liller,  Neal  &  Lindsey,  At- 
lanta; Ivan  Shun.  Advertising  Coun- 
selors of  Arizona;  Norman  H. 
Strouse,  J.  Walter  Thompson.  New 
York  City;  and  David  B.  Williams, 
Erwin  Wasey,  Ruthraufl  &  Ryan, 
New   York  City. 

All  convention  sessions  will  be 
held    at    the    Mark    Hopkins    Hotel. 


NEWS    NOTES 

BBDO  resigns  Air  France:  "The  de- 
cision to  create  advertising  in  Paris 
and  place  it  here  through  some 
American  advertising  agency  re- 
moved the  possibility  that  we  could 
continue  to  be  of  real  help  to  Air 
France,"  said  BBDO  president 
Charles  Brower,  explaining  his 
agency's  decision  to  give  up  the  Air 
France  account. 

Nine  more  auto  dealers  for  agency: 

Leon  Shaffer  Golnick  Advertising, 
Baltimore,  has  swelled  its  roster  of 
automotive  clients  to  37  with  the 
addition  of  nine  more  Ford  dealer- 
ships. The  agency  is  now  in  the 
process  of  opening  offices  in  Los 
Angeles  and  other  cities  to  serve  its 
automobile  dealers  from  Canada  to 
Florida  and  from  the  east  to  west 
coasts. 


NEWSMAKERS 

Ac  i  Diamond  to  account  execu- 
tive with  Hal  Phillips  &  Associates. 

Claire  Acton  to  copy  supervisor 
ol   Leo  Burnett. 

Robert  J.  McMahon  to  Los  An- 
geles office  of  Fuller,  &  Smith  & 
Boss  to  assist  in  West  Coast  busin- 
ess development.  Fuller  is  v.p.  and 
manager  ol  the  boston  office. 

B.  D.  Hawkins  to  general  adver- 
tising and  sales  promotion  manager 
ol  Leo  Burnett,  Chicago. 

Robert  W.  Adams  to  vice  presi- 
dent at  Leon  S.  Golnick. 

Wu  l  l  \M  LaNDEB  ami  |i  i  m  EBON 
Hooks  to  account  executives  at 
Cunningham  &  Walsh,  public  rela- 
tions department. 


William  Fritz  to  art  director  of 
Kriox  Reeves,  Minneapolis. 

George  Lionel  Savage  to  the 
copywriter  of  Geyer,  Morey,  Bal- 
lard. 

Peter  Colonel  to  account  execu- 
tive at  Fuller  &  Smith  &  Ross. 

Bernard  S.  Cross  and  Richard 
C  von  Glailn  to  vice  presidents 
at  Batten,  Barton,  Durstine  6:  Os- 
born. 

Robert  Becker  to  art  director 
at  Klau-Van  Pietersom-Dunlap, 
Milwaukee-  Chicago  advertising 
and  public  relations  agency. 

William  J.  Casey  to  account  ex- 
ecutive at  Gardner  Advertising. 

William  M.  Tilling  to  account 
executive  on  Best  Foods  at  LenneJ 
&  Newell. 

John  G.  Forrest,  who  retired  1 
August  as  business  and  financial 
editor  of  The  New  York  Times,  ti 
Carl  Byoir  &  Associates  as  consul- 
tant. 

Roger  Hanson  to  account  execu- 
tive at  Gardner  Advertising. 

Richard  I.  Golden  to  cop\  de- 
partment at  N.  W.  Aver. 

John  M.  Rolfe  to  Needham, 
Louis  &  Brorby,  Chicago,  as  vice 
president  and  copy  supervisor. 

Donald  Woodward  and  Robert 
L.  Chope  to  vice  presidents  at  Mas 
Manus,  John  c\  Adams. 

Judson  O.  Ross  to  art  director  in 
the  Detroit  office  of  Geyer,  Morev, 
Ballard. 

William  H.  Maxwell,  executive 
vice  president  and  co-founder  of 
Maxwell  Associates,  resigned. 

HARBEBT  Condie  III  to  associate 
account  executive  for  client  service 
at  Stemmler,  Bartram,  Tsakis  & 
Payne. 

Albert  W.  Boam  to  copy  chid 
at  S.  E.  Zubrow,  Philadelphia. 

William  F.  Tiei  lnw  erih  to 
product  manager  in  the  New  Prod- 
ucts Development  division  and 
Bates  Hall  to  advertising  manager 
assisting  the  vice  president  in 
charge  of  advertising  at  Noxzema. 

\i  bebt  J.  bin  c  ii  vrd,  Jr.,  to  vice 
president  and  account  supervisor  .it 
Ted  Bates. 

Log  Wlih  to  print  media  super- 
visor  at  the  Los  Angeles  office  ol 
McCann-Erickson. 

C.  II.  II  vnsi  \  t,,  manager  of  food ! 
broker  sales  tor  Lehn  6c  Fink. 


■r. 
«■ 

I 

I 


12 


SPONSOR    9   SEPTEMBER    \%: 


\l  \i  I    I  i  l  I  I    11   kdia 

!  show    hosl   R<  \   \l 


R!  NGO 


29  42  54  62 


14  30^49  70 


9  26  35  51  69 


SIOOOCASH  PRIZES  EVERY  WEEK 


L'.7..'"'..".-'^V.    WFIl-TV  f±    '.iT.Tr-^: 

$500 ȣ  $100  E  PWslff/Hi 

CA«0  No    3   COOO  ONLY   APR    IJ   TO  AM   I*    196) 


BIM.OIIkl        U.K.    heavil)    promoted 
to  i\    viewers    str<  ss  sponsor  Penn   I  'rail 


TV    MEDIA 


Canadian  series  rivals 
retail  trading  stamps 

Tv  game  establishes  beachhead 


<  U  \K)H  OF  ■  \hn-.r  syndicated  series 
.uli. in     publisher,      II  ur\      \ 


Tin    him   (  .in. uli. in  ti i  launi  li  .i 
su,  >  essful  Frontal  atta<  k  on  •    s 
da)  rime    s)  ndi<  ated    h     Toron 
Harrison     I lai i \     Vernei    has  tins 
to  s.i\   dt  the  billion  d( illar    \' 
i  in   sup.  i  in. it keting  industrj 

Sup.  i in. ii  k.  is  have  their  heads 
in   tin-  s. nitl   w  here   it   1 1  mi    i  us   .1 

mass  medium  lik>    t\    \\  itl K   a 

lew    exceptions,    supermarki 
( inn  nil  ril    thai    the    pnhli(     is    inik 
interested    in    pri<  e   spe<  ials,'   and 
tli.it  the  < >i 1 1 \   i  Hi  i  ti\ i     •>!' 
medium  is  the  new  spap 

1 1. u  rj    Vei  in  r  also  li  is   .1   fairh 
low  opinion  oi   .1  current   favi 
merchandising   gimmick   in   su; 
marketing:  trading  stamps  s  i)  s  he: 
'  \    big   supti  market    t  hain    <  an 
give  awa)   .is  much  .is  $3  million 
annual!)    in   stamps     Tin's  ma> 
two  or  three  times  the  chain's  net 
profit,  Meanw  hile,  .ill  the  (  omp 
tors  are  un  ing  aw  aj  stamps 
w  hole  tilt  it  is  nullifii  d 

Vernei  w  hose  1  .tl.inil  publishing 
Ltd.  is  responsible  for  something 
like  90S  "I  (  .in. uli. in  li. k 'k  sales 
primaril)  through  Canadian  supei 
markets,  is  not  merel)  .1  ret  tiling 
iconoc  List  I  lr  is  ,1  firm  l>tlic\  it  in 
t\  as  .in  answer  to  traffic  -buili I 
problems  in  supermarketing 

"W  itlnn  ,i  j eaj     Vi  1  in  1  predii  ts, 
"most  l.u  ge  retailing  chains  w  ill  1" 
forced   into  da)  time  h .  w  ith  p 
graming  directed  to  women    1 1 
ing  stamps  .in    alread)   on  the 
cline.  The)   represent  an  over-ride 
nt   about    -•    "ii   sal.s    whei 
successful  t\  campaign  can  Ik-  had 
lor  onl)  0.53  ■  A  sales 

B\   no  small  ( .inn  ul.  no     \ 
is  the  park. 1  1st  such 

1  essful  t\    1  ampaign      It's  a  dail) 
live  slinu .  1  urrentl)   sh<  on 

will    l\       Philadelphia,     called 
Ringo,  which  Vemer  d 
"combining  the  mass  appeal  oi  bin- 


u  III.    Sill 

t\  veteran  I.       !  I 

lim  0     irrived    in    Philadelphia, 
.  .11  In  1    tin-  m  ith   a   built  m 

ti.it  k  record  T<  \e\  ised  in  i.      ' 
. uli. in  1  iti.  s  sin.  1    the  fall  "l   I 
the     north-of-the-border     original 
under    the    title    "l    Domino     has 

strd  s  1I1  s  foT  p  irticipating  s] 
I )  iminion    Sti  us    ,t    what    is 
reputed  t"  be  "the  low  • 
1 11st.  in.  1  "I  an)  major  supermarket 

In  buildi 

show 
s.  1  us  w  as  largel)  a  lu<  k\  a<  <  idi  nl 
Vernei    \\  li<>  mo^ ed  into  publishing 
m  the  late  I950*s  to  produi  1 
nl     budget-pri<  til     t  in  \  clopedias, 
formed    a    tieup    with    Dominion 

and   eventuall)    develi 
the  h  st  1  ies  as  a  promotional  si 
line.  It  \\as  instrumental  in  helping 
\    mei   and  I )( "11111*1111  sell  30  mil- 
lion  volumes  "I   th<  lopedia 
in  the  <  lanadian  market 

n  Fi nit  Co    is  th<    1  hi<  I 
ticipating  advertiser  "I  Ringo  in  its 
Philadelphia  version.  The  1       '    N 
supermarket  chain  l>n\s  tin-  show 
from    Leland    Publishing    offsl 

up  Four  and  proA  i<lts  it — <  om- 
plete    xv  i  1 1 1  I    a 

ilar  dail)    minut 

,  Fruit— to  V*  Ml    I V 

rails   for   home   vie1  '1  h 

numb*  rs 

tain  *  or  the  sh. 

ntlii  1   non  1  ompetitive     \\  itli  Pi 
Fruit     sp  ms  rs    Vfastei  minded  b) 

in    I    ronto,  th< 
port  tuall)    onh 

it  K>  minutes  dail)    the  balai 
is    interviews    and    public 
featuri  -     1 1  i\  ing    skirted    1 
the  legal  hurdles  pi 
bingo  si-ntii: 

Further  s\n.: 


SPONSOR    '<    SEPTEMBER    1963 


43 


TWO  SIDES  OF  RERUN  FENCE— Network  officials  and  agency  men  don't  always 
see  eye  to  eye  on  renin  question.  NBC  TV's  Giraud  Chester  (left)  says  reruns  are  "in- 
tegral"  to  networking;  Weiss  6c  Geller's  Tendrich,  North's  Dodge  fear  viewer  boredom 


TV  MEDIA 

Patterns  change  in  reruns 

39-and-13  formula  is  vanishing  as  costs  rise 


LiKi-:  THE  "tourist  season"  at  many 
southern  resorts,  the  "repeat 
cycle"  of  network  tv  film  shows  is 
tending  to  start  earlier  and  finish 
later.  With  more  than  three  out  of 
four  nighttime  program  hours  filled 
by  film  shows,  audiences  are  thus 
being  exposed  to  fewer  originals 
and  more  reruns. 

When  tv  film  shows  first  began 
crowding  out  live  dramatic  shows, 
film  producers  and  network  pro- 
gram executives  compromised  on  a 
39-&-13  pattern,  with  three  months 
of  warm-weather  reruns. 

Eventually,  as  tv  film  stars  pres- 
sured for  longer  vacation  periods 
and  rating  studies  showed  that  the 
public  would  stand  for  still  more 
film  repeats,  the  w  hittling-away 
process  began.  Advertisers  and 
agencies  have  aided  the  trend,  too; 
since  the  program  costs  on  repeats 
arc  lower,  they're  a  way  to  save 
money. 

Today,  some  network  film  shows 
have  36  first  runs  and  16  repeats. 
Others  have  34  originals  and  IS  re- 
in .its.  Still  more  are  likely  to  have 
0  &-22  oi  even  a  26-&-26  pattern 
during  the  lall -w  inter  season,  with 
renins  starting  as  earl)    as    \pril. 

Although  some  ad  agencj  execu- 
tives \  iew  the  trend  to  more  film 
reruns  with  considerable  concern, 
network  program  olficiak  generally 


view  the  problem  with  little  alarm 
and  give  the  viewer's  alleged  hos- 
tility toward  reruns  short  shrift. 

As  Giraud  Chester,  vice  presi- 
dent, program  administration,  NBC 
TV  Network,  puts  it:  "Reruns  have 
become  an  integral  part  of  the 
program  schedule.  They  are  dic- 
tated by  economic  and  creative 
limitations.  They  will  be  with  us 
for  a  long  time." 

Says  an  ABC  TV  executive:  "The 
drain  on  the  creative  talents  of 
those  making  hour-long  film  pro- 
grams is  terrible.  It  is  physically 
impossible  to  produce  52  weeks  of 
film  originals.  This  is  the  main  rea- 
son for  more  reruns." 

There's  agreement  with  this  net- 
work point  of  view  on  the  ad 
agency  side  of  the  tv  fence. 

Re-runs  are  natural  results  of 
economizing  in  view  of  the  rising 
costs  and  they  afford  amortization 
of  these  costs,  according  to  John 
B.  Simpson,  vice  president  and  na- 
tional director  ol  broadcasting, 
Foote,  ('one  6;  Belding. 

"I  have  noticed  no  severe  evi- 
dence of  fall-ofl  in  viewing  re-runs 

since  audience  is  rated  in  terms  of 
sets  iii  use.  "Simpson  declares.  "In 
manj  instances  repeats  do  as  well 
as  the  original.  For  example,  view- 
ers who  watch  a  program  during 
the   regular   season    may    tune    out 


when  a  repeat  is  presented.  The 
viewer  then  dials  another  station 
and  may  get  a  repeat  of  a  program 
he  has  never  seen  before.  In  other 
words,  there  are  times  when  a  re- 
run is  still  a  'first-run'  for  many 
viewers  —  a  fact  that  some  televi- 
sion critics  seem  to  overlook  in 
their  constant  references  to  'televi- 
sion's dull  season  repeats'." 

Simpson  also  points  out  another 
important  aspect,  namely  that  re- 
runs of  programs  make  it  possible 
to  attract  better  creative  people 
as  well  as  stars  "without  draining 
them  with  52  weeks  of  work." 

In  terms  of  benefits  to  the  net- 
works and  advertisers,  according 
to  Simpson,  they  too  can  amortize 
costs  per-minute  over  a  52-week 
basis. 

An  examination  of  the  upcoming 
'63-'64  fall  schedule  on  CBS  TV 
reveals  rather  plainly  how  the  num- 
ber of  originals  has  decreased  and 
the  number  of  repeats  many  in  sea- 
son has  increased.  Indeed,  the  re- 
semblance to  the  old  scon;  card 
of  39-&-13  is  as  remote  as  Outer 
Mongolia. 

Take,  for  example,  some  of  the 
60-minute  CBS  TV  programs  for 
the  season.  They  stack  up  thusly: 
The  Defenders.  36  new,  16  repeat;1 
East  Side.  West  Side.  32  new,  2Cl 
repeat;  The  Judy  Garland  Show,  32 


11 


SPONSOR    '.)    SEPTEMBER    1963 


,„  u  8  repeal  L2  Mis  Gunsmoh 
.  \s  iii  repeal  Hii  Danny  Kaye 
Shou  12  new,  8  repeat;  Garry 
Hi  ,  .,■,  s/i ■■'.  1 1  n.w .  I  repeat; 
/  /,,  \»/;s,  s  16  new  16  repeat; 
Rawhide,  30  new,  10  repeat,  12 
lummer  repeal    RouU   66   30  new . 

Id  repeal.    I -!  siiimiiei    repeat;   P<  "1/ 

Ifason,  30  new .  K>  repeal  1-  sum- 
mer repeat;  R<  d  Skelton,  32  new    8 
repeat;  /  d  Sullit  an,  12  new .  K>  i«' 
beat. 

I [ere's  lie.w  a  pi M tion  oi  the  (  BS 
l  \  30-minute  '63  '64  schedule 
shapes  up  .is  regards  originals  and 
n  \«  .it-,  The  Jaek  Benny  Show,  L3 
or  I  I  new ,  I  or  5  repeat;  The  Bi  I 

trltj   HUlhillu  S,   36   new.    L6   repe.it. 

Mi  Ed,  2(>  new.  26  npe.it.  Twilight 
Zone,  36  new.  16  repeal  and  Dick 

Van   Dyke  Show,  32  new.   S  repeat 

and  12  optional  repeat. 

Some  viewers  maj  not  always 
luok  upon  reruns  with  sparkling 
eyes  but  it's  apparenl  on  the  other 
hand  thai  the  professional  actor, 
notably  the  thespian  with  a  mem- 
bership card  in  the  Screen  Vctors 
Guild,  lias  much  to  be  thankful 
for.  The  latest  statistics  from  the 
S(  Hen  Vctors  ( -nild  reveal  thai  re- 
sidual payments  for  television  re- 
runs distributed  o>  SUi  members 
are  at  an  all-time  high  <>!  nearly 
$1  million  monthly. 

Despite    cries    o|     some    viewers 

aiu\  television  critics  thai  reruns 
are  "pain-in-the-neek"  t\  tare,  most 
researchers  find  reruns  do  remark- 
ably well  and  in  some  instances 
diaw  higher  ratings  than  the  orig- 
inals. 

In  a  Nielsen  stud\  as  earl)  as 
I960,  a  total  of  631  match  episodes 

were     compared     and     the     results 

nViwed    that    the    reruns    average 
li.io  was  I  percent  below  the  orig- 
inal telecast.  33.8  tor   the  originals 

and  32.5  tor  the  reruns 

This  was  roughly  the  same  re- 
sults   as    a    Nielsen     1955    Stud)     oi 

(■-season  reruns  (October  '61-May 

'62):  nearh  a  quarter  of  network 
programs  used  in-season  reruns,  the 
proportion  of  telecasts  repeated  in- 

seasnn  ranged  from  50  percent  to 
3  percent.  Most  programs  re-ran 
On))     a    single    episode    in    season; 

the  average  share  level  achieved  by 
repeal  telecasts  was  slightly  below 
the  share  level  of  original  material 
On  the  subject  01  originals  \ersus 
repeats,  TvQ,  has  also  come  up 
with    significant     Endings.     (TvQ 


s(  ores  aie  usiialh    based  i  in 
as   a   w  hole   01    "ii    au    all  time    \  lew 
basis.    hoWe\  .1     o  gulai     s' 

were  obtain*  d  dm  Ing  the  past 

son     oil     llldl\  lilll.ll     episi  ides     I  .1     tl\  e 

si  1 1,  s      \h  ,<<t    i'ii  mi,  u      I )uPoni 

Sh0U      >'l     <ll<      \\  i  i  k     .Hid     the     thl.  . 

ma|oi      network      feature      movie 

sel  Us 

Mtogethei .  sun  eOctober  191 

episodes  "t  tins,   sei  ies  wen    mi  > 
sured    tw  ice  b)     I  \ ',)    as    hi  iginal 
showing   and    as    repeats,    U\    and 
large  there  was  m-u    little  dill,  i 

em  es    in   exposure   and    m   appeal    I  it 


the  repi  Ith  the 

inal     lh'     Kh     i 
m  both  12  pci 

i.|     the     sample      <  )t     th> 

percent  said  the  <  pi 
favorite  Foi   l>otli  repeal  an 
Inal    l  he  othi  i  ihov  i  fell  ofl  sh 
K    m  appeal   from  original   to 
peat,    while    a    few    a  pie 

re  familiar  with  the  epi 
sc(  ond   time   around     I  ■  '.»    ;    mts 
out   that   thi  ible 

to  measure  weri   basii  all)  anth 
rypi     rathei    than    i  ontinuing 

si  i  ies        \s     sill  h     the     data     IN. I' 


^nntniiii!iiiiiiiiiiiiiiiiiiinniiiniiiiiinniiimiiniiiiimiiniiiiniiiiii!iiiiiiniiiiffliiiiiniiiiiimiiiiiini!!T 

PERFORMANCE    OF    IN  SEASON 

RERUNS 

Average  share  of 
telecasts  preceding     Rerun 
PROGRAM                                            and  following          share 

Share 
difference 

Perry  Mason                                         45              47 

-    2 

Red  Skelton 41               43 

2 

Alvin  Show                             ...           28              29 

1 

Naked  City                                           37              38 

1 

Straightaway  11               12 

•    1 

Jack  Benny  .                                            26               26 

0 

Joey  Bishop  37              37 

0 

Sing  Along  With  Mitch                           43              43 

0 

Donna  Reed 37              36 

1 

Ozzie  &  Harriet                    31               30 

1 

Tha  Defenders                                      36              34 

2 

Frontier  Circus  21               19 

2 

Maverick    23              21 

2 

2 

Walt  Disney                                           36              34 

2 

Mr.  Ed 44               41 

3 

Car  54,  Where  Are  You7                          33              29 

4 

Hazel                                                    48              44 

4 

Top  Cat                                                25              21 

4 
5 

Dick  Van  Dyke                                       28              23 

Flintstones                                            37              32 

5 

Garry  Moore                                         50              44 

6 

Route  66                                              34              28 

6 

8 

WEIGHTED  NIELSEN  AVERAGE         33          31 

mmMKKmaMmmmMmmaaamaaammmMmmmtmmmammmmmmm 

-2 

SPONSOR    9    si  imi  MBER    1963 


s.  ^V3 


MORE  REPEAT  FILM  SHOWS  -Large-backlog  shows  hkv  "Have  Gun"  plaj  syndie 
circuit,  lint  net  shows  ! i k <    "The  Virginian"  (below)  have  man)   reruns  in  original  run 


4Kr 


•v 


may  not  apply  to  tv  in  general. 

More  research  on  reruns  and  on 
tlic  quality  and  receptivity  of  view- 
ers to  these  programs  is  necessary] 
according  to  many  advertising 
agency  executives. 

Max  Tendrich,  executive  V.  P. 
and  chairman  of  the  executive  com- 
mittee of  Weiss  6c  Geller,  feels  that 
repetition  of  good  advertising  copy! 
whether  print  or  air.  makes  for 
sales.  On  the  other  hand,  "repeti- 
tion of  a  good  or  had  tv  show 
makes  for  dullness  when  repeats 
are  bunched  together  during  the 
summer  doldrums."  according  to 
Tendrieh. 

"Thus  repetition  of  a  good  com] 
mercial  in  a  repeat  program  dulls 
its  effect,"  Tendrich  says.  "The 
ideal  situation,  of  course,  is  repe- 
tition of  good  advertising  in  good 
original  programs.  This  seems  im- 
possible  in  today's  tv  economics." 

The  current  summer  rerun 
son  has  shown  an  "almost  complete 
disregard  for  the  viewer,"  adds 
Tendrich."  The  Hops  have  had  to 
be  repeated  to  drag  down  whan 
ever  little  was  good.  Yet  past  re- 
search has  indicated  that  a  quantity 
of  viewers  continue  to  watch  dur- 
ing tin'  repeat  season.'" 

Tendrich  says  networks  have 
priced  their  summer  repeats  very 
attractively  on  this  assumption. 
However,  he  adds,  "one  begins  to 
wonder  as  to  the  quality  and  re- 
ceptivity of  these  viewers.  "Is  the 
commercial  as  well  received  in  a 
repeat  program  as  in  the  origins 
telecast.''  What  effect  does  the 
letter  H  have  when  shown  alter  a 
program  in  the  tv  listing?  Let's 
find  out." 

Bruce  \I.  Dodge,  executive  vicj 
president,  North  Advertising,  like 
adman  Tendrich.  says  the  problem 
ol  repeating  shows  in  the  summer 
is  getting  to  be  "most  serious. 
Dodge  believes  th.it  in  most  i 
summer  reruns  lose  audience.  It  is 
his  opinion  that  a  new  scheduling 
s\stem  must  be  devised.  The  view 
in<j;  audience.  Dodge  insists,  will 
watch  new  and  fresh  shows  regard? 
less  of  season,  and  the  networks 
and  advertisers  are  just  going  to 
have  to  hue  up  to  (he  problem  ol 
lower  repeats. 

"I  think  there  is  one  partial 
solution  that  could  help  the  repeal 
situation,  he  sa\  s.  "and  that  is  to 
interchange  entire  nights.  For  i 


_ 


iiinplr,  .ill  ol  Sunday's  programing 
would  lie   shown  "n   Wednesday, 
ami  .ill  "I  W  fdni'sda)  "s  program 
win ilt I  l>«    sin >w  i)  on  Sundaj     I  he 
view  in",  .uitlii  in  e  has  man)    com 
iniiiuciiis  ntliei    than  sitting  home 
■even    night     Therefore    with    tins 
sclittliilc  i-liange  it  might  be  possi- 
hi,  i"  ,  apt  ore  .m  entire!)  different 
group  "I  \  ifwrrs.  It  tins  <  .mill  be 
wurkftl  "Hi  \\ itli  an  entire  evening 
it   c « it.niiK    i  "nlil    be   done   w  ith 
iiuli\  idnal  show  s. 

I )odge  calls  I"'  mi m  i  reati> e 
pi 1 1-j.i .1 1 in i !•;  in  the  summei  be*  ause 
the  \ nuns  ,ii«  there  and  it  s  up  to 
the  prtini. uning  talent  in  the  in 
.diistrv  "tn  offei  the  kind  "I  fare 
that  will  nt. mi  .in  audience  on  a 
yeai  round  basis 

"Reruns    quite    simpl)     an     an 

leconninit-    necessity,      says     foyce 

lVtcis.  Iiin.itlrast  media  supei \  is. n 

;  M.iuul.   \\  illi.inis  &   Saylor   but    il 

haiullttl   jutlit  iousl)    need   not   be- 

Ucomt'  .in  artistic  disgrace   as  sunn 

(critics  li.i\"  tailed  it  Nov .  there's 

iinthiii'j.  w it ui'j;  in  adding  a  few  r< 

i  runs  to  maintain  the  profit  margin 

(,if.  at  tlif  s.nnr  time,  a  produt  t  ol 

high  calihfi    is  maintained.    II  the 

initial     run    was     well     accepted 

u"    n  ason   « li\    tlif   rerun 

pint       i'iijo\       similar      popularity. 

Much  "t   tin'  trititisin  1)\    the  puss 

ind  tlif  |Mil)lit'  is  generated  b)  the 

uulisc  ■riminatt'     scheduling     "I     in- 
■erior   episodes  —  repeating   medi- 

crc  programs."  ^ 


Tv  ads  flock  to   Europe 

This  I. ill  tin-  number  ol  t\  film 
commercial]  produced  in  Europe 
fur  American  advertisers  «ill  un- 
til eablj  mi  nesse,  *e*  ording  t"  H 
Film  Trends'  September  issm'. 

tin  newsletter  notes  that  Robert 
Bergmann's  Filmes  Inc.  has  opened 
ii  special  production  olfiii'  in  Paris, 
headed  bj  ex-BBDO  commercia] 
producer  Everett  Hart.  Bergmann 
commented,  "Judging  Fran  the 
number  «»f  I'.v  advertisers  \^ !>«» 
have  expressed  interest  in  filming 
t\  commercials  with  European 
backgrounds,  we  feel  we  m.'v  in- 
crease  tliis  phase  of  mir  business 
;is  much  .is  -">'•  next  year,  ["here 
is  particular!)  strong  interest  From 
automotive  and  cosmetic  accounts. 

I  lit-  trick  is  In  pinpoint  t  rt\x  s  in 

v.iritnis  |  uropean  locations  «liiili 
can  «oik  to  I  s  t\  standards  un- 
der  tin-  guidance  "i  .i  I  s  -trained 
director,"  he  adds. 


&  vmj  bpemLcchm** 


we  think  so!. ..because  our  studios  and  offices 
are  located  here. ..from  3RD  and  CHURCH  we 
originate  local  shows  such  as  Profile,  voted 
Virginia's  best  women's  show  by  A. P.  (two 
years  in  a  row!). ..plus  our  honor  winning 
editorials. ..we  sell  our  clients'  products  and 
service  their  accounts  from  here. ..and  we  inform 
and  entertain  327,100  TV  homes  in  Virginia's 
number  one  market...* 

special  corner? 

call  Katz...see  how  3RD  and  CHURCH  can  be 
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*    Source  -  Television   Magazine 


WSLS-TV^ROANOKE  ,VA 


i 


I  lit      KM/      ,.     I    s,    ,        . 


"THERE  IS  NO  SUBSTITUTE  FOR  INTEGRITY" 


JNSOR     U    sM'UMHIR     1 


47 


TV    MEDIA 


Hard-sell  vs.  soft-sell  commercials  debated 

Betty  Furness  charges  sponsors 
with  deliberately  irritating  ads 


Tv  saleslady  Betty  Furness  has 
eluded  tv  sponsors  for  deliberately 
"trying  to  make  irritating  commer- 
cials." stating  that  in  her  opinion 
some  companies  "are  really  guilty 
of  hiring  poor  performers — people 
who  read  lines  badly — to  grate  on 
your  ears  so  you  do  remember 
(their  product)."  She  made  her 
observation  while  sitting  in  on  a 
panel  mer  W'MCA,  hosted  by  Barry 
Graj . 

Another  panel  member,  producer 
Mark  Lawrence,  president  of  Mark 
L.  Enterprises,  agreed  that  "there 
are  some  commercials  that  are  de- 
liberately irritating.  And  it's  too 
bad." 

Wallace  A.  Ross  of  the  American 


TV  Commercial  Festival  predicted 
that  the  current  phase  of  tv  com- 
mercials, widely  used  by  one  of  the 
detergent  industry's  top  sponsors, 
featuring  conversations  between 
washing  machine  repairmen  and 
housewives  would  soon  pass,  and 
that  we  would  come  into  a  "humor- 
ous phase." 

He  asserted  that  most  commercial 
writers  "would  reach  for  the  stars 
if  they  could,  with  what  they  have 
to  write  and  say."  He  feels  the 
commercial's  major  offense  is  talk- 
ing at  the  viewer  instead  of  to  the 
viewer. 

To  this,  WMCA's  Barry  Gray 
added  "I  think  the  word  is  not 
talking  to,  but  talking  down  to  .  .  . 


Just  the  thing  for  one  who  has  everything 


Line  I  I. mm. in.  Miss  linli.ina  of  1962  and  now  women's  director  ol  WKJG 
Radio-Tv,  Ft.  Wayne,  presents  .1  giant  NBC  promotion  towel  to  Don 
Carter,  managei  ol  tin-  Club  Olympia,  who  is  helping  the  station's  drive 


I  find  that  most  of  the  commercials 
that  bug  me  and  irritate  me  are 
patronizing." 

Tv  performer  Joan  Anderson 
added  that  critics  of  commercials 
sometimes  overlook  the  fact  that  ti 
entertain  is  not  their  main  purpose. 
She  pointed  out  that  although  an 
entertaining  message  puts  the  ad 
vertiser  ahead  of  the  game,  "you 
can  sell  without  that,  and  you  can't 
really  be  condemned  because  that's 
what  you're  there  for.  It  costs  a  lol 
of  money  to  buy  that  fifty-eight 
seconds!" 

Stern  sees  need  to  uneartti 
tv  comedy  situation  writers 

"There  is  a  lack  of  good  tv  com 
edy  situation  writers,"  says  Leonarc 
Stern,  18  years  a  writer  for  radii 
and  Tv.  According  to  Stern  90^ 
of  the  comed\*  writers  in  tv  today 
were  also  active  in  the  mediun. 
when  he  entered,  even  though  i 
has  now  become  a  highly  special 
ized  field.  There's  been  only  a  10! 
change  in  the  new  faces  of  comedy 
wr  iters. 

"This  dearth  of  new  talent  ha 
the  natural  result  of  spreading  thi, 
current  crop  of  comedy  writer 
thin,"  says  Stern.  "They  have  to, 
much  of  an  area  to  cover  and  as  : 
result  cannot  concentrate  their  ac; 
tivities  as  they  should.  The  shortag' 
of  coined)'  writers  cannot  cope  w  it! 
the  demand. 

"The  writers  are  failing  to  creat 
the  kind  of  characters  capable  o 
carrying  the  comedy.  Clever  an< 
comical  lines  are  written  and  the; 
given  to  unbelievable  character 
for  whom  the)  are  not  suitable 
A  distorted  and  thoroughly  unba) 
anced  image  follows,"  Stern  cor 
tends. 

A  winner  of  every  major  awar 
from  the  Emmy  to  the  Peabod] 
Stern  has  been  a  contributor  to  th 
old  Sid  Caesar  and  Steve  Alle 
soirees.  The  Honeymooners,  Sg 
Bilko.  among  others. 

Stern,  like  many  others,  starte 
as  a  one-line  writer,  gradually  dt 
veloping  into  monologue  and  evo 
tually  into  dialogue.  This  past  se-.1 
son  he  was  responsible  for  the  It 
Dickens  —  He's  Fenster  show  o 
ABC  TV. 

The  network  has  retained  Stern  t 
Fashion  four  new  shows  and  act  . 
consultant. 


18 


SP0NS0R   9   si  imi  mhik    l» 


More  news  time  won't  hurt 
papers:  Huntley  Brinkley 
The  trend  ol  radio  and  t\  Dews 

|    asts  tow  aid  IIU »n •  .111  time  w  ill  Ii.im- 

little  ril.i  i  mi  newspapers,  "  i  ord 
}  inn  •"  ( ■'!*•<    I  Iii nt I«-\    and    David 
I  BrinkliA.  who  tins  ( \  tiling    9    be 

I  l4in    .1    li.ill  hour    version    "1     their 

\|U      I  \     /w/xwV.   pre\  iousl)     i    15 

|   niniitr  pni^r. un.  In  .i  closed  riunit 

I    |-iN  .1     press    eonlcrenee     1. 1st     week 

■  ,vit!i     t\      editors     .mil     columnists 

»  u-riiNN  tin-  eountiA  —  I. id  i  aired  on 
\iu  s  I'oihm  .mil  V (might  shows — 
I  HuniliA  s.inl  In'  l«lt  the  two  media 
k  JiiniKlii  t  he  ti^liini'j.  '  ( hitside  <>|  .i 
)  uttle  .ul\  ertising  revenue,"  In-  said, 

then     is   re.ilk    no  battle." 

Huntle)    noted    th.it    tin-   recent 

I  lewspaper  stllkes  i  in  \eu  York 
I  mil  (  Mewl. Huh  |)io\ed  t\  can't  re- 
Ihlaif  newsp.ipeis  .mil  newspapers 

j    vill     never     repl.ue    t\ .     "Enlarged 

■  •lew  se.ists    don  I    mean    the    end    ol 

■  pew  spapers,"  In-  stressed. 

Brinkle)  said  it  is  "ridiculous  to 
:  hink  television  will  hurt  newspap- 
•rs'  coverage  ol  news"  h\  going  to 
I  ''\p.inded  newscasts  lie  Felt  that 
i  u  the  contrary,  this  trend  might 
I  reate  more  interest  in  news  and 
k  H-ople  would  read  more.  "There  is 

■  ho  conflict  between  t\  and  print 
IKcept    in    advertising,"    he    added 

.  .  and   that    is  not   our  domain. 
Commenting  on  the  resultant  in- 

i  rrease    in    eoinineri  ial    messages    in 


onnection    with    Hunt  ley -Brinkley 
'  ^oini;  from   I  5  minutes  to  .i 
alt  hour  each  >.\a\  .  the)  both  em- 
phasized   the\    don't    plan    to    "cut 
ews    just    tor    commercial    mess- 
On    the  possibility    ol    too 
ian\  or  too  frequent  commercials 
emg  scheduled,   the)    noted   that 
the    critics    and    the    public    cam 
null  more  weight  than  we"  in  this 
tstance. 
\sked     how      their     new     tormat 
Ollld      compare     with     newsreels 

PONSOR    9    SEPTEMBER     I 


Agency  and  media  people  really  play  ball 

WJXT-sponsored   softball   team,   which   won   tin    Southsi  nvillc 

league  championship,  i^  composed   primaril)   ol   station  cmpl 
local   agencj    personnel   (1-r,   kneeling)   < " 1 1 1 1    Ramsax    .mil    Jim    Landon 
i  mur.  '.  "i   \\  |  \  i     Roga   I  ingston    •■!   Scott   Mel  ind   I-  > 

I-'iln ds.Fi left  to  right,  standing  ar<    I-   >l     u  II   rtman 

i\  Volbrecht;  "V \  ill  Shi  in  H  McRai     |ohn  Ridenour;  !■■•    I 

hlU\\.   Norm   Hayes  and  Ton)    Kennedy,   \\|\l      ind  I  londs 


aired  in  movie  theatres.  Ilnntlev 
stated    that   "all   the   motion   pit  tun 

newsreel  companies  could  give  the 
American  public  was  ten  minutes 
a  week  in  their  heyday,"  while  news 
had  to  be  "shoe-horned"  into  the 
L5-minute  dail)   version  "t  Report. 

"\ow    ue  can  '_li\e  a  stor\    the  pla\ 

it  deserves."  He  also  pointed  out 
that  "you  cant  vi\  theatres  were 
ever  in  the  news  business.  \  typical 

newsreel  consisted  o|  ,i  beaut)  con- 
test, a  feature,  sports,  and  minor 
events  given  big  pla) . 

Tins  was  sei  onded  1>\    Brinkle) . 
who  claimed  newsreels  were  "lai 
U    a    |iopi  orn-selling   de\  i<  e      the 
time  for  patrons  to  lea^ e  their  seats 

to     replenish     then     sii.u  k     siippK 

onl)  covering  what  the)  could  phtf- 
tograph."     In    contrast,     he    said, 
Ihnitli  i/  -  Brinkley   R<  port   "phi 
graphs  what  it  can,  and  tells  about 
w hat  can't  be  photographed." 

DiSCUSSing        recent        revelations 

about  rating  services,  Brinkle)  not- 
ed that  last  year  it  was  found  that 

"the)  were  worse  than  we  thought 
.  .  .  hut  it  was  the  onl)  w  heel  m 
town.    Ratings   are    not    the    critical 

or  deciding  factor  in  a  show's  de- 
mise |,    hut    are  onl)    ol    them."    he 


dei  lared  \sked  w hat  would  hap- 
pen to  Report  it  it  tame  up  with 
had  ratings,  he  said:  II  no  on<  is 
looking,  then  s  reall)  not  much 
point  in  putting  it 

Quei  led  about  on  ail  editorializ- 
ing, Brinkle)   hit  that  neither  \h< 
in 'i  an)  other  network  should  edi- 
torialize 

Real  estate  auctioneer 

gives  nod  to  broadcasting 

ti  idle  held  ot  potential  tv 
ad\ c  mim  h  Ins  \ ielded  a  novel  new 

foi  the  Philadelphia  \  i 
environs        Raymond    \    M   I 

liutlol,. 

During     the     siiinini  i       Ml  I 

had  a  major-minoi  sponsorshi] 

U.  1 1  ih.    i  Iik  all) 

\\  h<  \    l\     Philadelphia    ft 

1  p.  in.  Sunda)   evenings,  with 

results  that  left  the  sponsoi  snu! 
B        Ulse    ot    the 

I  '. -wi  i  k  effort,  it  was  extended 

two  additional  Weeks    and  n 

mother   I  >  w . .  k-  starting  this 
fall 

•t    utilizing    t\     w.is 
Mi  Pherson's.   I  le  had  I 

with    the    notion    t    r     tl  in, 


L 


TV    MEDIA 

when  he  finallj  decided  to  go  for- 
ward with  liis  plan.  He  appointed 
Philip  Klein  Advertising,  oi  Phila- 
d(  phia,  to  work  nut  ,1  campaign. 
The  agencj  came  up  with  a  formal 

thai    it    hoped  would   build   prestige 

for  McPherson,  and  real  estate 
auitionec  rs  in  general. 

The  first  commercial  was  handled 
by  Ed  Harvey,  Quaker  City  radio 
personality.  It  was  lelt  that  the 
entire  projeel  would  gain  credence 
b)  an  initial  association  with  an 
established  and  respected  name. 
The    following    commercials    were 


done  b\  McPherson  himself.  The 
idea  here  was  that  if  viewers  were 
attracted  to  the  man  behind  the 
company,  they  might  be  more 
likely  to  accept  the  promise  of  sell- 
ing their  property  through  auction. 
The  Klein  admen  fully  realized 
the  dangers  involved  in  letting  a 
sponsor  do  Ins  own  commercials, 
but.  in  this  ease,  the  sponsor  was 
a  man  with  exceptional  bearing, 
and  his  tv  image  was  excellent. 
The  agency  believed  that  the  novel- 
ty of  the  service  being  promoted 
would  be  sufficient  to  hold  viewer 


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a  division  of 
UNITED  BROADCASTING  CO. 


interest.  Thus,  McPherson  sat  in  a 
simple  den  set,  and  the  only  visuals 
were  the  pictures  of  the  properties 
he  was  selling.  Numerous  other 
approaches— ^including  filming  ac- 
tual auctions — were  discussed  be- 
fore the  final  format  was  chosen. 

The  major  objective  of  the  spon- 
sorship was  twofold:  to  sell  prop- 
erties by  tv  exposure,  and  to  entice 
potential  buyers  with  the  promise 
of  that  same  exposure.  Showing  a 
property  to  scores  of  viewers  is  a 
rather  tempting  lure  for  prospect™ 
clients.  It  was  equally  important 
that  McPherson  win  acceptance 
and  gain  credibility  through  his 
tv  image.  This  goal  was  reached 
because  the  client's  particular  per- 
sonality, honed  to  a  good  sales- 
man's edge  by  years  of  auctioneer- 
ing, and  bereft  of  any  artificial  de- 
vices, was  effectively  projected  and 
accepted. 

Klein  v.p.  Alan  S.  Kalish's  com-1 
ment:  "I  think  this  sponsor's  suc- 
cess has  far  reaching  implications. 

i 

NBC  readies  conventions 
for  its  r-tv  affiliates 

Executives  representing  the  20': 
tv  affiliates  and  192  radio  affiliate! 
of  NBC  will  hold  their  annual  con 
ventions  2-3  December  at  the  Bev 
erly  Hilton  Hotel.  Los  Angeles 
Tom  Knode,  NBC]  station  relation.1 
v.p.  said  the  radio  affiliates  woulc 
meet  2  December  and  the  tv  affili- 
ates on  the  3rd. 

NBC  chairman  Robert  W.  Sar 
no  ft"  will  address  the  radio  and  tv 
affiliates  at  the  annual  joint  com  en 
tion  luncheon  3  December,  anc 
NBC  president  Robert  E.  Kintne- 
will  speak  at  both  meetings. 

Other  highlights  of  the  conven 
tion  include:  A  comprehensive  pre 
sentation  to  the  radio  network  affili 
ates  by  William  K.  McDaniel,  ex 
ecutivc  v.p.  in  charge  oi  NBC  H. 
dio;  a  detailed  program  and  sale 
presentation  by  NBC'  TV  to  its  affih 
bates  3  December. 

The"  annual  convention  will  eon 
elude  with  a  dinner  and  entertain 
ment  3  December.  Bob  Finkel,  pre 
ducer  of  NBC  TVs  Andy  William 
Show,  will  produce  the  entertain 
ment  program  for  the  convention 

The  opening  reception  for  al 
convention  delegates  will  be  hell 
in  the  Beverly  Hilton  1  Decembei 

SPONSOR   9  M  I'll  mber    196 


Broadcasters  admonished 

for  sex,  violence  on  air 

In  the  i  "list. mi  .11  -inn. hi  <<\ <  i 
m li< i\s  more  scandalous,  print  or  the 
broadcast  media,  i 'laire  ( Irani  \  b  i 
president  and  genera]  manager, 
M  Bt  I  )es  Moines  sa)  s,  I  ft  us 
is  broadcasters  be  ashamed  .it  oui 
s  first 

"It  i\  true  tli.it  foi  several  years 
now  it  has  been  the  pleasant  past 
tiiin  nl  some  newspapers  and  maga 
dnes  to  take  pot  shots  .it  radio  and 
■\    Foi    emphasizing   sex    and    vio 

■  in  i  In-  villi  in  a  ret  <iitl\  aired 
ditoi  i.il  \ i u I  it  is  i  <  i  t.iinK  .1  fact 
bat  the  newspapers  coverage  ol 
be  recent  W  ard  scandals  in  Eng 
and  exceeded  an>  thing  radio  01  h 
lid  in  the  field  ol  reporting  ever) 

lurid  detail  a\  ailable. 

I  et's  do  .1  bit  <>|  self-e> aluating 

mi!  sec  what  we  can  come  up  with. 

"hut    it    true   that   some   ol    us 

m'h-   ashamed   ol    the   amount   ol 

.<-\  and  violence  used  on  radio  and 

Grant    asked    "And    that,   in 

act,  the  newspaper  criticism   was 

tort  "i  the  truth  that  hurt?  \nd.  ol 

nils,-,    when    the)     went    to    the 

ength    the)    did    in    the    Scandal 

ige   it    was   onl)    human    Foi 

is  to  w  ant  d  >  s.i\ .  ^  mi  are  w  orse 

ban  we  are.   Hut  dues  this  reall) 

■  sm  n  our  guilt?    \nd  more  import 
int.  aren't  we  overlooking  a  truth 
ind  an  advantage  we  have  over  the 
mere  printed  word? 

"Broadcasters  certainly  should  be 
nuch  more  e  ireful  about  what  the) 
a\  on  the  air  than  a  tit.  editoi 
iced  be  about  what   goes  into  his 

«pei      Whereas    the    newspaper    is 

private,  detached,  and  impersonal 

orin  ol  communication,  the  human 

via  broadcast   is  not   private 

ior  detached  and  certainl)    is  not 

mpersonal    Far  from  a  limitation 

his  is  one  o|   our  real   strengths 

"We  must  raise  the  ethics  ol  our 
ndustry  not  just  to  equal  the  ethics 

U  others,  but  rather  to  justif)  the 
ranendous  influence  ol  radio  and 
v,  the  station  manager  feels.  '"It 
lo  tliis  voluntaril)  it  will 
trengthen  us  economical!)  and 
the  threat  ol  governmental 
"Html. 

us  point  with  pride  to  the 
act  that  our  industr)  is  so  much  a 
■art  ol  our  listeners  and  viewers 
hat     the)     expect     more     from     us 

Mm  the)  do  from  printed  matter, 
ertainl)   it  is  e.is\  to  see  that  the 


Battle  Line'  captures  armed  forces 

Representatives  from  the   I    s     tan)    and   Marin     I  Maryland 

wen  recenth  feted  at  a  preview  showing  of  "Battle  Line"  b)  \\  It  M    l\ 
Baltimore.  I  he  half-hour  si  ries,  syndii  ated  bj  Offii  ial  I  ilms.  is  hosted  b) 
I  in  1    Bishop    and    •'  two-sided    approach    to    World    \\ 


effectiveness  ol  our  advertising  will 
be  commensurate  to  the  level  we 

ran  attain  in  this  relationship  w  ith 
our  listeners  and  viewers 

Is  it  possible  that  this  is  the 
indiscernible  difference  between 
stations  which  cannot  be  assessed 
In  qualitative  audience  sm\ e)  " 

NEWS    NOTES 

S.D.  stations  sell  for  hall-mil.:  |ohn, 
Eli,   and    I  lain     I  )aiuels,   o\\  in  i  s   ol 

KRSDi  Wl  &   IA     Rapid  City,  and 

satellites.  KDSJ      Wl  c\    1  \       D 

wood-Lead,  all  South  Dakota,  have 
sold  the  stations  as  .1  $500,000  p  u  k 
age  to  lour  Rapid  Cit)  businessmen, 
subject    to    I  (  (     appro\  al     I ; 
ha\ e    lien    several    other    si  itions 
changing     hands.     The)      include 
KVOI..    Lafayette,    La.,    sold    foi 
S310.000  b)   Evangeline  Broad 
ing  to  James  I     k:  k.  II.  and  IA  an 
II.   Hughes,  Jr.   Hughes  is  general 
manager  ol  k.\  (  )l    Blackburn  1  • 
ered.  Colorado  Springs'  oldest   ra 
dio  station.  KVOR,soldb)  Harrison 
Fuerst  to  James   \    Vinall  ol  1  Mus- 
ing and  ( lene  Power  ol   \nn   \r 
Consideration    was    $240,000    and 

Hamilton  l.andis  handled  tin   ti.uis 
action.     The    ( Kltlet    Co.,    owner   oi 

w  J  \H    Wl  ,\  l\     I  :   vidence,  has 
completed    pure  has,     negotiations 


foi    UDliO     \\|  1  \|    ,s    |\      <  ), 
land.  1    Seller  is  Cherr)    Bi 
ing  I 

Jerrold  closes  $3  mil.  in  i   \  1 \   biz 
The  Communit)  Systems  division  ol 
ferrold  I  lectn  »ni<  s  has  signed  1 
brat  ts  during  the  last  (>n  da)  s  total- 
ing ovei  s  >  million  For  (   \  I  \ 
tenis   throughout   the  <  ountr)     In 
eluded  is  tin  lai  g<  s)  stem  t> 
strutted    in     \ustin.    Othei    s\  st,  ms 
will  be  installed  in  Clifton    I 
md    (  o\  [ngton     \         1 
Ind  .    \  iih  1  tines    and    W  ashing! 
Ind     (  I  M  Uici      l 

Devil's   Lake.   \    I)     and   VVh 

land     W 

Kellogg  l)u\s  si\  mi  \H(     l    ■  the 
lust  tune  sine*    1980    the  kel! 
<       has  bought  nighttime  pi 
ing  on  NBt     I  \     I  he  purchase  in- 
cludes si\  programs  din 
lur.  \  1.1  agent  j 

ril    \L<       I  V    business    inc  h 
the  return   to  network   tor   I 
tune  sun  e    I  |ohn  <  >stei    Man 

ufacturing  which  I  Jit   into 

the    Today    and     I 

He  all  M  1      I  Oods    w  ill     s; 

the  hall  hoi 
which  w  as  on  1 
and  t\  for  three,  last  S  TV  in 


PONSOR    9    SEPTEMBER     1963 


TV    MEDIA 


Warwick  6c  Legler)  will  sponsor 
the  hour-long  special  on  24  Novem- 
ber highlighting  the  recording  in- 
dustr)  and  starring  Bob  Hope,  Bing 
Crosby,  Frank  Sinatra.  Sammy 
Davis  Jr.,  and  Dean  Martin.  CBS 
i'Y  concluded  negotiations  with 
Willi. mi  Est)  for  two  of  its  clients 
to  sponsor  a  new,  weekly  L5-minute 
filmed  and  taped  gridiron  feature 
preceding  the  National  Collegiate 
Vthletic  Assn.  for  football  games 
starting  14  September.  Clients  arc 
Union  Carbide  Consumer  Products 
Co.  for  Prestone  and  Thomas  Leem- 
ing  Pacquin  for  Barbasol.  Pan  Am- 
erican Airways  and  Scott  Paper, 
both  represented  by  |.  Walter 
Thompson,  bought  CBS  TV's  90- 
minute  special,  Hedda  Gabler,  set 
tor  20  September.  All-Pro  Score- 
hoard,  ABC  TV's  wrap-up  of  the 
day's  professional  football  parties 
via  separate  programs  for  the  east 
and  west  sections  of  the  nation,  re- 
turns to  the  network  for  its  third 
/ear.  On  the  sponsor  roster  are 
Bristol-Myers  (DCS&S),  General 
Mills  (Knox  Reeves),  and  Skil  Corp. 
(F&S&R). 

New  tv  game  show   in  works:   Bob 
Banner  Associates  and  Mary  Mark- 


ham  arc  combining  talents  to  create 
Great  Expectations,  a  new  game 
show  geared  for  nighttime  viewing. 

It  will  have  a  dry  run  for  the  net- 
works and  interested  advertisers. 

Sports  on  the  move:  Sports  Pro- 
grams, Inc.,  the  sports  arm  of  ABC 
TV,  has  relocated  to  new  and  larger 
quarters  at  663  Fifth  Avenue,  New 
York  1.9.  Telephone  numbers  are 
SU  7-5000  and  MU  8-3100. 

NEWSMAKERS 

William  Rubens  to  director  of 
research  for  the  newly-created  re- 
search department  of  NBC's  Own- 
ed Stations  and  Spot  Sales  division. 

Dick  Kaplan  to  assistant  direc- 
tor of  research,  CBS  TV  stations. 

Jack  L.  Feldman  to  production 
coordinator  for  radio  and  tv,  in  the 
program  department  of  Group  W. 

Willis  Grant  to  manager,  re- 
search projects,  for  NBC. 

John  L.  McClay  to  director  ol 
operations    for    Taft    Broadcasting. 

Harold  Geary  to  manager  of 
ABC  TV's  sales  department. 

Robert  A.  Dettman,  chief  engi- 
neer, and  John  Crandy,  tv  sales 
manager,  elected  vice  presidents  of 
KDAL,   Inc.,  Duluth-Supcrior. 


WIIC  topples  wrestlers  in  hee-haw  battle 


S> 


U\    Willi. mis    (li    nl    Pittsburgh's   WIIC   "slides"  safely   into   first   lMsr   lot 

iln-  lii  .t  Int  ..I  tli<   Donkej  Baseball  game  between  the  Channel  11  Bomb- 
en  and  tin    Ul-Stai  Wrestlers  during  station's  "Family  Day."  WIIC  won 


James  VV.  Coan  to  general  man- 
ager, A.  E.  Hassett  to  assistant 
manager,  Leo  Derrick  to  director 
of  promotion  and  public  relations, 
and  Nat  Tucker  to  program  and 
production  manager,  all  at  WGHP- 
TV,  High  Point,  N.  C. 

Clayton  H.  Brace  to  vice  presi- 
dent and  general  manager  of 
KOGO  (AM-FM&  TV),  San  Diego. 

Dennis  Holt  to  account  execu- 
tive at  KHJ-TV,  Los  Angeles. 

John  Edwards  to  bureau  man- 
ager— correspondent  of  KMOX-TV, 
St.  Louis,  Washington  News  Bu- 
reau. 

Don  L.  Pierce  to  manager  of 
WNBE-TV,  New    Bern,   N.  C. 

Ted  Hardy  to  director  of  mer- 
chandising for  KXTV,  Sacramento 

Charles  F.  Mallory  to  account 
executive    for    KEZI-TV,    Eugene 

David  L.  Reeves  to  sales  accounti 
executive  for  WIP,  Philadelphia. 

Lawrence  Edward  Brown  to  tin 
tv  sales  staff  and  Dewey  J.  Parr,  Jr| 
to  the  radio  sales  staff,  WSAZ  sta ' 
tion.  Huntington,  W.  Va. 

William  DurcHER,  productioi 
manager  of  WMT-TV,  named  sta 
tion  manager  of  WMT  i  I'M 
Cedar  Rapids,  succeeding  Daniei 
Katz  who  leaves  the  post  in  Sep' 
tember  to  join  the  Katz  Agency  ii 
New  York.  Frank  Miller  succeed: 
Dutcher. 

Richard  A.  Feleppa  to  sales  pro 
motion  manager  and  David  kiu  i 
eiiiK  to  audience  promotion  man 
ager  of  WOR  (AM  &  TV),  N, 
York. 

Frank  Baron  to  publicity  dire 
tor  of  KHJ-TV,  Los  Angeles 

Ronald  W.  Philips  to  local  s 
manager    of    WTAR-TY.    Norfolk 
Newport   News. 

Robert  B.  Cox  to  director  ( 
creative  arts  for  Metromedia. 

|o!i\  |.  Kelly  to  the  sales  s 
of  WNBC-TV.  He  was  an  acco 
executive   ABC-TV. 

Don    BADGER    to    the    sales    j 
of     WLBW-TV,     Miami.     He 
promotion  and  merchandising  mj 
ager  of  WTEY.  New    Bedford. 

Tony  [ones  to  announcing  sta 
at  WTOP,  Washington,  D.  ( 

Dick  COUSINS  to  sports  direct* 
lor  WOOD-AM-FM-TV,  Gran 
Rapids. 

Frank  Barron  to  publicity  d 
rector  of  KHJ-TV,  Los    Angeles. 

Tiiom  \s  A.  DeMuth  to  comme 
cial  manager  of  W  W'K.  Louisvilli 


SPONSOR    9    SEPTEMBER    196 


MLr 

^H  „ 

*^** 

^L     *- 

<*&P 

^^^L^^F 

^^k    .  a    ^ 

/;-                      A        F 

1  \c>  uti\  c   \   1'     |iihn  \\  .1 

i «  irk 

Media   Directoi    lti<  kml    !      Hem 


RADIO  MEDIA 

Warwick  &  Legler  lauds 
radio  as  sales  medium 


During  1963,  Warwick  and  Leglei 
will  direct  an  estimated  20  to  30 
per  cent  ol  its  total  billings  to  radio, 
i  percentage  believed  to  be  highei 
■fun  an)  other  major  advertising 
igency.  In  terms  ol  total  dollars, 
Warwick  and  Legler  will  spend  be 

Weill   sl\   and   seven   million   (loll. Us 

n  radio  in  behalf  ol  its  clients. 

The  use  ot  radio  by  the  agenC] 
snot  an  accident.  In  hut.  it's  part 
t  agenc\  planning  which  calls  lor 
purchasing  media  to  match  the  sales 
Requirements  ot  each  product  con- 
erned  and  which  bars  Warwick 
.ml  Leglei  from  becoming  "print 
rieiited."  a   television   agency,   or 

he  like. 

I     I    radio,    the    policy    translates 
nito  buying  the  medium   because 
V.uwick   and    Legler   believes    in 
nan)    instances   the   spoken   word 
an  sell  the  product  effectively. 
Consider  the  case  ot  The  Mermen 
i)..  a  \\  ana  ick  and  Legler  account 
lid  until  a  lew    \  ears  ago,  a  majoi 
\  user   Mennen  toda)  is  the  colos- 
us  ul    the   network   radio   Held,    in 
lie  same  manner  that  ( Jillette  domi- 
•he  spurts  Held  in  t\ .  Mennen. 
he  largest  producer  ol  toiletries  lor 
len.  is  enjoying  record  volume  for 
ta  \  n  ions  products,  w  ith  a  nation  il 
dvertising  budget  allocated  large- 
radio. 

"There    are    agencies    which    art 

nown    primarih     lor    their    print 

(ohn  Warw  ick,  executive  \  i<  - 

lent    ot    the    agenc)     reports 


Others  have  reputations  for  tele 
\  ision  production.  \t  \\  arv»  i<  k  and 
Legler,  however,  we  trj  to  tailoi 
our  campaigns  to  the  sales  require 
incuts  and  potentials  < » t  the  product 

— and  that  applies  to  media  sele< 

tion  as  well  as  to  COpj    or  ai  (work. 

" Am   medium,"  adds  W&L  vice 

president  and  media  director  Ril  h 

ard  1"..  Bean,  "is  a  means  ul  com- 
munication. Depending  on  the  mar 
ket  requirements  and  budget  ol  the 
client,  we  tr\  to  select  the  medium, 
or  combination  ol  media,  that  will 
deliver  the  best  sales  results  for  the 
client.  Radio  has  proved  a  consis- 
tent!) effective  sales  medium,  in  an) 
i  ase  where  a  purel)  aural  mess 
can  adequately  convej  the  product 
description." 

(  me  W  arvi  ick  and  1  iegler  client 
with  no  regular  appropriation   l"i 

radio  is  Tmiev  Timex  sales  appeal 

depends  on  a  \  isual  dem<  instratii  in 
ol  the  durability,  dependability  and 
beaut)   "t   the  watch,"  said   bean 

'(  )nl\    tele\  ision  i  an  d( '  that  CI  ID 

tentl)  and  with  the  necessar)  im- 
pact." 

Bean's  comment  t\  pifies  the  \\  n 
wick  and  Legler  approa<  h  tO  media 
— which    is    that    the    medium    must 
match  the  produ(  t.  and  \  u  e-vers  I 

It  is  this  open-minded  approach  to 

media  selection,  rathei    than  a  nai 

row   predelection  tor  radio,  which 
has  led  the  agenc)  to  its  command- 
ing position  in  radio  purchas 
zest    single    radi 


. 


P0NS0R   "   sn-iiNinrK    1%  I 


among  Warwicl  cli 

Menni  n    Mennen 

■  1 1 1 1 •  i ii  1  \  is  bu)  ing  a  h.  a\  \  si  | 
nli  A 
tionall)    tin    i  ompan)   is  a     In 

pilH   ' 

\|i   I  it  i.   Il     foi  Ul.  I  K      M    is      i     ip 

■ 

u     mi  di. i    pun  ;  hi 

d  tn  radi 
W&L  began  bu  radio 

Mi  urn  i the  theon    th 

•  i  impan)    w  ith   Menni  n 

"l  | lucts  needed  gri  itci  fn  pien 

■  I  exposure  than  te\e\  ision  <  ould 
afford    \\  i\l    i  stim 

■  >  Mini al    iniiiul.  s    p. 

radio   foi    the  prime 

night  time  <  i  immeri  ial. 

Sim  .      \ii  inn  ii  s     produi  ts     axe 

alined    snleb    at    1 1  it  n     \\  &]      hi 

li(  ted  news  and  sports  show  s 
clusively,  most  ol  them  timed  l"i 

■  ai  K  morning  oi  the  e^  ening   gi  ling 

home      audit  li(  i 

Sim  e  tin    s\(  itt  h  to  radio,  Mi  n 
n.  us  sales  ha\ i-  responded  ta\ ur 

abl\.     tO    a     pomt     whin      Mniinn 

1 1  insiders  its  radii  i  frani  nise  a  valu 
tble  pn  ipert) 
\m ithi  i  i . n 1 1 ■  i  i  ustomi  i  foi  w  ai 
k   and    I .i  J  i    is   ti.     Ban! 

1     mn normal!)  a  purel)  print 

ub  u  in.  i    I  hiring  the  re<  ent  N- 
York  newspapei  strike,  W&L  slnlt 

.  d    the    bank    ol    (   "iiiin.  it  e    -ul 

rising  appropi  iation  to  radii  i,  w  ith 
e\(  t  lit  nt   results.   \\  hen   the  sink, 
w as  settled,  tin   bank  w tut  bai 
its  establish)  d    light-hearted  new  s 
papt  r  advertisements,   but   kept   a 
portion  ol  its  budget  in  radio 
Warw H  k  ami   I .<  gl«  i   is  pushing 

fi  i    another  us.    ot   radio — as  a  pro 
motional  adpim  t  to  tele\  ision    Dm 

ing  the  period  w  hi  n  Timex  shared 

sponsorship  ot    the   Hob   I  lope   SllOW, 

\\  ai «  k  k  ami  I  pel  im.  ■ 

w  ith  us.    ol  tin    :  mil  bud 

idio  spots 
This  was  tried  in  b ith  \ 
ami  (  leveland  In 

both    titles     tin      Hope    show     rat: 

were  appre<  iabl)    higher  than  the 

national  rat 

vinced    that    promotional    spots    on 

radio   (  an    measurabl)  in) 

telt  \  ision  show  s  audiei 
\  it  Warwick  and  Legli  r  is 

uing    that    radio    is    the    ( iire-all 

media  selection  problems  What 
the)  it — and  w  ith  ( 

able  w eight  ot  e\ ul 
medium  is  the  ansv 


M 


IS  HERE  11 


IN  TIE  HOUSE?" 

In   the   house   of   KONO   Radio   you 
will  always  find  Dr.  Pepper. 
Mr.  Harold  Burke,  General  Manager, 
San    Antonio    Dr.     Pepper    Bottling 
Company,  makes  sure  that  the  "dif- 
ferent"   soft  drink   is   advertised   on 
KONO.   He  likes  the  coverage,  the 
penetration,  and  full   range  of 
audience  makeup. 
If   KONO   works   for   Mr.    Burke  .  .  . 
KONO  will  work  for  you. 
Don't  take   our  word   for   it  .  .  .  call 
Harold    Burke    COLLECT   at   CApitol 
5-2721   (Area  Code  512). 

For  other  detail*  contact  KATZ  Agency. 


860  KC  5000  WATTS 

SAN   ANTONIO 


Buckley-Jaeger  group 
buys  into  S.F.  market 

Rounding  out  its  radio  holdings 
to  four,  Buckley-Jaeger  lias  paid 
$750,000  for  stations  KKHI  (AM  & 
FM),  San  Francisco,  subject  to  FCC 
approval.  Seller  is  Frank  Atlass. 

The  B-|  interests  now  own 
WDRC,  Hartford,  WHIM,  Provi- 
dence, and  KGIL,  Los  Angeles. 
The  San  Francisco  property  will 
become  a  division  of  Buckley- 
Jaeger  Broadcasting  Corp.  of  Cali- 
fornia, the  KGIL  operating  com- 
pany which  is  owned  by  Richard 
D.  Buckley,  Sr.,  John  B.  Jaeger, 
Richard  D.  Buckley,  Jr.,  and 
Harold  B.  Arkoff.  Buckley,  Jr.,  is 
vice  president — general  manager, 
and  Arkoff  is  vice  president — sales 
manager  of  KGIL. 

Web  radio  sprouts  clients 

Black  Magic.  Inc.,  manufacturer 
of  products  for  house  plant  care, 
is  using  network  radio  for  the  first 
time  this  fall. 

Vehicle  is  CBS  Radio's  Artlmi 
Godfrey  Show  and  twice  -  weekly- 
participations  are  now  running  for 
a  seven-week  period.  A  similar  run 
is  set  for  six  weeks  next  spring. 
■\gene\  is  Media  Market  Advertis- 
ing of  Palos  Verdes  Estates,  Her- 
mosa  Beach,  Calif. 

QXR  web  starts  tape  use 

The  QXR  Network,  which  has 
greatly  reduced  its  network  hours, 
is  adopting  a  uniform  tape  distribu- 
tion system  to  affiliates  for  all  of 
its  programs  starting  this  month. 
To  adjust  to  the  changeover,  affili- 
ate WBMI,  Meriden,  Conn.,  has 
increased  its  stereo  hours  from  96  to 
120  a  week  and  revised  its  program 
schedule  to  include  folk  music, 
barbershop,  and  other  specialized 
shows  requested  by  listeners. 

James  Sondheim.  president  of  the 
network,  said  that  the  on-the-air 
relay  system  which  connected  the 
16'  affiliate  stations  until  the  end 
of  hist  month  "encountered  tech- 
nical problems  bom  its  inception. 
The  sharp  increase  in  the  number 
of  Im  stations,  reflecting  the  tre- 
mendous rise  in  Im's  popularity," 
he  continued,  "actually  complicated 
attempts  to  eliminate  signal  inter- 
ference despite  efforts  to  improve 
technical  quality." 


I 


5000 


i 


Irv  Schwartz  McGavren-Guild  0| 

V.P.  ft  Gen.  Mgr.      Mid-West  Time  Sal 


M 


SPONSOR   9   si  I'll  miur   1! 


TIMEBUYER'S 
CORNER 


■  Friend-Reiss  promotion  (  atherine  [ackaon 
has  been  upped  to  research  and  media  directoi 
at  Friend-Reiss  (Nev   York),  From  ha  formei 

posit .is  media  director  she's  been  with  the 

agency  for  eight  months 

■  kll(    media  head:  William  |asinsld  has  been 

named  media  director  at  Kireher,  EleltOO  & 
\  ton).  He  had  been  associate  media 
director  at  the  agency  since  1961.  lie  replaces 
the  agency's  Former  research  and  media  di- 
rector. John  Manning,  who  exited  the  agency  to 
join  Perry-Brown  (Cincinnati)  as  director  of 
market  research  and  media 


■  In  new  post  at  P-K-L:  John  B.  Collins  has 
been  upped  to  media  director  at  Pa  pert, 
Koi  Dig,  I  .in  lie  has  been  media  supervisor  at 
the  agency  for  the  past  two  years;  was  assistant 
media  director  at  Benton  <.\  Howies  |  New  York). 

■  Bayer  no  more:  Doug  Slye  has  joined  the 
sales  stall  of  the  Koliert  E.  Eastman  Co.'s 
Chicago  office.  Doug  has  been  with  D'Arcy 
(Chicago)  since  1956,  spending  a  year-and-a- 
half  in  the  broadcast  department  prior  to  join- 
in.;  the  agency's  media  staff.  He  was  rimebuyer 
toi   all  American  Oil  petroleum  products 


Media  people 
what  they  are  doing 
and  saying 


■  Additions  .it    I  himi.is  (     Wils.m   advertising 
Reno,  Nei ada)i   1 1.  .<  v.  radj 

reCtO]   is  II.  Vel  Wright,  w  ho  was  w  ith  Ftnlav 

Brown  Advertising  Salt  Laid  >  new  to 

the  ageiU  )   is  John  \Ic(  'rcar\  .  V  ho  has  been 

pointed  director  ol  media  and  produi  Hon 

■  Broadcaster  joins  agency:   Eddie   Raymond 
whose  voice  is  tamibai  to  scores  of  centra]  Vir 

ginia  radio  listeners,  has  joined  (  .  s    \  . , . .,  | 

Lynchburg,  Virginia)  as  broadcasl  direi  tor  and 
limebuyei  Eddie  had  been  associated  with 
VVBRG,  same  cit)  For  seven  years  She  was  pro 
-ram  director  as  well  as  a  broadcast  personalit) 
she's  a  member  oi  the  American  Women  in 
Radio  and  Television  (vice  president  oi  the  Vir- 
ginia Chapter),  recipient  oi  the  1(>61   life  I. in. 

\ward  presented  by  the  I  M  inufactUJ 

oi    America,  and  holds  membership  in  several 
civic  organizations 

■  News  from  (  alifornia:  The  new  media  dm 

tor  at  Edmundson  and  Richards  (Los  Vngeln 
Lynn  Carlin.  Lynn  was  ,t  rimebuyer  at  the  M< 
Carty  Company,  same  city,  she  will  now  1h-  in 
charge  oi  buying  for  Gibson  and  Kitchen-Aid 
appliances,  and  for  Sues.  Young  6<  Brown,  the 
southern  California  distributor  for  Zenith  ( 
poration 


iinimnniiiHiii 


I 
I 


DON    KELLY: 

keep  your  eye  on  the  buy 

Don  Kelly,  one  of  three  buyers  on  the  Humble  Oil 
account  at   \lc(  ann-l.rickson  (N.  1     .  also  bn\s  and 

aids  in  planning  for  the  Westinghouse  I  amp  and 

\ir  (  onditioniim  divisions,   and    l'rans-(  anada    \ir 

lines.  Says  Don.  "Ver\  often  merchandising  plans 

are  offered  by  radio  or  t\  stations  that  ma\  not  haw 
audiences  as  big  as  their  competitors.  The  plan  is 
offered  to  make  up  for  this  lack.  I  feel  a  buyer  must 
look  at  the  buy  itself,  and  purchase  the  better  rated 
spots  without  regard  to  what  merchandising  is 
available.    Merchandising    is    a    phis — a    desirable 

bonus — but  accepting  a  less  lavorablc  schedule  in 
order  to  claim  this  plus  isn't  giving  the  ad\  irtisei 
the  best  deal.     Don  Started  his  career  in  the  train 

program  at  Ted  Bates;  became  a  rimebuyer  during 

his  3%-year  tenure  there.  He's  a  graduate  of  Boston 

College,  where  he  majored  in  marketing:  bves  in 
Bronwille. 


0NS0R/9    SEPTEMBER    1963 


55 


'TIMEBUYER'S 
CORNER 


■  Report  from  the  West:  Our  Western  corres- 
pondent has  been  checking  with  reps  in  San 
Francisco  and  Los  Angeles,  finds  they  were 
jumping  with  joy  over  radio-tv  spot  business  in 
July,  believe  August  will  add  up  to  be  the  big- 
gest in  years  in  the  West,  with  fall  in  all  prob- 
ability about  to  set  new  records.  Some  say  their 
total  billing  was  higher  than  many  winter 
months  of  past  years.  Many  feel  that  this  is  due 
to  some  accounts  finding  money  left  over  from 
spring  buying,  and  the  subsequent  investing  of 
this  excess  loot  in  summer  schedules.  The  influx 
of  beer  business  to  radio  and  tv — especially  in 
California  where  Anheuser-Busch's  Bavarian 
Beer  came  upon  the  scene — added  thousands  of 
dollars  to  the  coffers  of  many  stations.  Wine 
accounts  also  found  money  for  August  and 
September  splurges.  Many  accounts  have  add- 
ed extra  markets  to  their  list.  In  addition  to  San 
Francisco  and  Los  Angeles,  agencies  in  Seattle, 
Portland,  San  Diego,  and  Denver  are  also  on 
record  spending  sprees  for  their  accounts  on 
radio  and  television. 

CHICAGO  BUYERS  GRIN  FOR  IRREPRESSIBLE  SAHL 


TIMEBUYERS  (1-r)  Ruth  Leach,  Carol  Bemau,  and 
SuElen  Thomas  of  McCann-Erickson  find  Mort  Sahl 
as  charming  off  stage  as  he  is  devastating  on.  Mort 
was  one  of  WIND's  (Chicago)  summer  star  replace- 
ments for  vacationing  deejays. 


TV  BUYING  ACTIVITY 

>  Beech-Nut  Coffee  buying  13-week  schedules 
of  nighttime  and  daytime  minutes  and  chain- 
breaks  in  New  York,  Boston,  Hartford,  Albany, 
and  Burlington.  Campaign  is  scheduled  to  start 
23  September.  Buyer  at  Charles  W.  Hoyt  Com- 
pany (New  York)  is  Doug  Humm. 


^  Pacifx  Vegetable  Oil  Corporation  (San  Fran- 
cisco) will  introduce  Saffola  Frozen  Dessert  to 
South  Carolinians  by  means  of  a  spot  campaign, 
with  newspaper  support.  According  to  national 
sales  and  advertising  manager  Warren  Overlid, 
drive  will  begin  as  soon  as  distribution,  which 
is  now  underway,  has  been  completed.  Buyer  at 
Garfield,  Hoffman  &  Conner  (San  Francisco)  is 
Frances  Lindh. 

RADIO  BUYING  ACTIVITY 

^  Contadina  Foods  (San  Jose,  Calif.)  buying  for 
an  eight-week  campaign  set  to  start  7  October 
on  80  to  90  stations  in  30  widely  scattered  mar- 
kets across  the  country.  Drive  will  feature 
canned  tomato  paste  primarily,  and  will  utilize 
minutes  and  20s.  The  market  list  does  not  in- 
clude New  England,  the  southwest  states,  and 
most  of  the  midwest,  although  Kansas  City  is 
one  of  the  new  additions  to  the  list.  Southern 
markets  included  are  Miami  (new  to  the  list) 
and  New  Orleans,  the  only  western  markets  are 
Sacramento  (new)  and  San  Francisco.  Interest- 
ing facet  of  the  buy  is  that  Negro  radio  will  also 
be  included  in  13  markets — New  York,  Detroit, 
Chicago,  Baltimore,  Cleveland,  New  Orleans, 
Baton  Bouge,  Shreveport,  Philadelphia.  Pitts- 
burgh, St.  Louis,  San  Francisco,  and  Lake 
Charles.  Live  copy  will  be  used  on  most  of  the 
ethnic  stations  utilized  to  take  advantage  of  the 
local  popularity  of  Negro  personalities  and  tal- 
ent. Wherever  feasible,  live  or  partly  transcribed 
copy  will  be  integrated  into  the  stations'  most 
popular  Negro  programs.  Buyer  at  Cunningham 
&  Walsh  (San  Francisco)  is  Evelyn  Klein. 

SALES 

►  Mutual  Badio's  The  Lutheran  Hour  renewed 
for  its  29th  consecutive  year  by  Lutheran  Lay- 
men's League,  and  The  Frank  and  Ernest  Show, 
sponsored  by  Dawn  Bible  Students'  Association 
renewed  for  another  52-week  period.  .  .  . 
Humble  Oil  and  Refining  will  sponsor  the  Big 
Ten  Game  of  the  Week  for  the  second  consecu- 
tive season  on  WBBM  (Chicago).  .  .  .  Chrysler, 
for  the  third  straight  season,  bought  the  Univer- 
sity of  Michigan  football  games  on  WWJ  (De- 
troit). .  .  .  Sealy  Mattress  Co.  bought  Tomor- 
row's Weather  late-evening  show  with  Lvnda 

Lee  Mead  on  WPIX  (TV)  (New  York) The 

Globe  Store,  now  in  its  14th  year  of  uninter- 
rupted advertising  over  WEJL  (Scranton).  .  .  . 
The  only  radio  coverage  of  the  5th  Annual  Port- 
land Open  Golf  Tournament  (19  September) 
through  22  September)  will  be  on  KEX  (Port- 
land) sponsored  by  the  United  States  Bank  of 
Portland. 


56 


SPONSOR    9   SEPTEMBER    19 


90%  share 

Who's  theyp  Almost  anyone  in  the  metro  area,  be  can 

bring  mother  signals,  so  can  they,  but  they  seem  satisfied  with  the 
sified  programing  we  offer,  and,  for  years,  our  metro  share  has  repr 
sented  9  out  of  10  viewers  in  prime  time    It  is  currently  90%.  and  . 
deliver  more  total  families,  of  course,  than  any  stc         nanng  that 
other  10%    Check  your  ARB.  Feb-Mc-  3.  The  March  1963  Nielsen 

tells  a  similar  story.  WCTV  compares  most  favorably  in  re  es 

i  stations  in  larger,  more  competitive  markets   You  get  r  od 

e  area  static 


WCTV 


TALLAHASSEE 


<D 


THOMASVILLE 


BLAIR       TELEVISION      ASSOCIATES 


r^WOB    >'    SEPTEMBER     196 


RADIO    MEDIA 


Fm  stereo  sets  on  rise 

Nearly  60%  of  fm  receivers  in  radio-phono  combinations  and  in 
tv-radio  sets  are  now  being  made  to  receive  stereo  fm  signal 


The  future  growth  of  fm  stereo — 
radio's  hottest  new  frontier —  is 
foreshadowed,  to  some  extent,  by 
recent  figures  from  the  authorita- 
tive Electronics  Industrj  Vssocia- 
tion.  spokesman  for  the  U.S.  set- 
manufacturing  industry. 

\s  of  mid-year,  nearly  six  out  ot 
every  ten  (57%)  FM  combination 
radio-phono  units,  and  t\ -radio 
packages  contained  tin  radio  sec- 
tions capable  of  receiving  fm  stereo. 
This  was  an  increase  over  the  per- 
centage of  tin  stereo-capable  re- 
ceivers  in  these  categories  earlier 
this  year  by  seven  points. 

In  terms  of  numbers,  second- 
quarter  production  of  combination 
sets  ran  more  than  350,000  of  which 
more  than  200,000  were  equipped 
tor  tm  stereo. 

Normal  fin  receiver  production, 
radio  advertisers  have  noted  with 
considerable  interest,  is  also  boom- 
ing along.  So  far  this  year,  about 
six  fm  home  receivers  arc  being 
produced  by  set  makers  in  the  U.S. 
for  every  four  sold  last  year.  Even 
fm  auto  radios — at  one  time  an 
import  specialty,  but  now  an  auto- 
motive radio  type  manufactured  by 
several  U.S.  set  makers — are  selling 
at  a   faster   rate  this  year,   as  com- 


Cop  cops  cup  from  cutie 

Hostess  pr<>\  ii  1.  s  respite  to  San  Antonio 
policeman  Sheldon  Kosarick  and  pilot  Kill 
\l<  I'll, iil.  as  (In  j  prepan  to  take  "II  in  the 
KONO  Koptei  Foi  dailj  Skywatch,  check 
principal  traffic  arteries  for  listen- 
ers  in   i  ir*.   during    peak    traffic    pi  riods 


pared  with  last,  although  still  far 
behind  am   auto  radios. 

Interestingly,  the  total  radio  pro- 
duction figures  from  EIA  are  run- 
ning somewhat  behind  those  of 
1962. 

One  good  reason:  imports, 
mostly  from  Japan,  of  battery- 
powered  transistorized  radios  are  a 
major  factor  in  radio  retailing  to- 
day, and  have  cut  noticeably  into 
the  production  and  sale  of  the  once- 
standard  small  table  radios  manu- 
factured in  the  U.S. 

However,  the  1963  outlook  in 
radio  set  production  is  now  for  16 
million  U.S.  receivers. 

CBS  Radio  boosts  rates 

With  CBS  Radio  performance  at 
an  eight-year  high,  the  network  has 
anounced  an  increase  in  rates  affec- 
ting both  daytime  and  nightime. 
effective  15  September.  Two  years 
have  elapsed  since  the  issuance  of 
the  last  rate  card.  As  in  the  past, 
six  months'  protection  is  provided 
for  current  advertisers  who  con- 
tinue in  the  schedule  without  in- 
terruption. 

Network  sales  v. p.  George  J. 
Arkedis  next  year's  first  quarter 
sales  are  "at  a  most  encouraging 
level  even  at  this  date."  giving  rise 
to  hopes  that  the  substantial  up- 
ward sales  trend  of  1963  will  con- 
tinue into  1964. 

The  characterized  the  upward 
adjustments  as  nominal,  and  an- 
nounced that  the  new  rate  card. 
#  10.  had  been  mailed  to  all  in- 
terest advertiser  and  agency  repre- 
sentatives. 

Sports  On  Upbeat 

(IBS  Radio  sports  programing 
presently  rolling  along  at  21  shows 
per  week,  is  enjoying  SBO  sponsor 
status.  Worldwide  Sports  with 
Chris  Schenkel  heard  Mondax 
through  Friday,  7:15-7:30  p.m.,  is 
sponsored  in  part  by  Millers  falls 
Co..  through  Remington  Vdvertis 
Ulg,  with  the  remainder  sold  on  a 
spot   basis 

luck     Drees    on     Sports,    a     live- 


minute  commentary  five  times  even 
Saturday  and  five  times  every  Sun- 
day, is  sponsored  by  the  L.  &  M 
Tobacco  and  Mennen  Co.,  via  J 
Walter  Thompson  and  Warwick  6 
Legler.  Spom  Time  with  Phil  Riz 
zuto,  Monday  through  Saturday 
6:55-7:00  p.m..  is  sponsored  b\ 
Mennen,  via  Warwick  6c  Legle 
and  Reynolds  Tobacco,  via  Willian 
Estv  Co. 


Ag  marketers  form  assn. 

The  newly  formed  National  A 
ricultural  Advertising  and  Market 
in<4  Association  is  ready  to  functioi 
pending  only  final  approval  by  tin 
Chicago  group  next  Monday. 

NAAMA  is  the  answer  to  man 
requests  to  expand  membership  o 
the  organization  regionally  and  na 
tionally  and  provide  addition;! 
services. 

"Agricultural  marketing  and  ad 
vertising  are  uniquely  differ© 
from  general  consumer  and  indu! 
trial  fields."  says  association  pres 
dent  Robert  S.  Kunkel  (Leo  Bui 
nett).  "Yet  there  has  been  in 
common,  regular  meeting  groun 
or  medium  really  suited  to  th 
needs  and  interests  of  the  ag  m, 
keting  and  advertising  practition 
on  a  national  level." 

"The  NAAMA  (headquartered  i 
Chicago)  will  provide  this  comnv 
meeting  ground  and  medium 
monthly  through  its  membersh 
meetings,  and  annually  through  i 
seminars.  They'll  be  a  platform  fi 
the  exchange  of  ideas  and  exper 
ences  that  fit  the  separate  and  di 
tinct  professional  needs  of  the  ii 
dustry.  We  hope  to  have  membei 
and  participants  from  coast  t 
coast,"  Kunkel  added. 

NEWS    NOTES 

PR  firms  merge:  Allan-Weber  an 
Foster  and  [ngersoll  announced  tl 
formation  of  a  new  company  to  1 
known  as  Allan.  Foster,  Ingi  rs 
and  Weber  with  offices  in  New  Yor 
Beverly  Hills,  and  Paris  and  repr 
sentatives  in  London  and  Rome. 

5,000   carry    Kennedy    spots:    Fe 
television    or    radio    campaigns, 
any,  have  had  wider  exposure  th. 
the   messages  filmed  by   Preside 
fohn    F.    Kennedy    on    the   scho 

SPONSOR   'l   si  i'ii  MBl  k    191 


dA 


drop  (Mil  problem  I  he  \>l\  ertisiny 
Council,  wliu  h  distributed  ill.-  film 
to  i\  <i\  station  and  network  in  the 
BDuntry,  estimates  that  approxi 
latelj  ~>imh)  television  and  radio 
st.it i< -us  ti.-itli.i  with  tin-  net 
woiks  l>Ki.ul(  ist  tin-  foui  minute  t\ 
ifilm  .mil  in  online  .in  average  ol 
■  ,t\\o  to  tliicr  ( tints  ea<  li  and  the 
if  ■imniiti-  film  .ind  if(  i  irding  an 
<■  ol  ten  times  ea<  li 

Coiiiiminii .itions    media    reap    $19 
mil.  from  M)l'  \:  Tins  month  marks 
be  fittli  .Hum ersar)  ol  the  National 
fense  Education  \et  and  in  thai 

iinc  some  ssiH)  million  have  hen 
wid  out  under  the  act  to  strength 
•n    \iiic i  k  .in  education  at  all  levels 
,111(1  augment  the  nation's  suppl)   ol 
lighh   trained  manpower,  particu- 

arh     in    fields    directl)     related    to 

ational  security .  The  communica 

ions    media    account    for    OVei     $19 

nillion  of  this  and  the  program  in- 
luded  (a)  learning  the  most  effec- 
w  a\  ol  using  tv.  radio,  motion 
utiires.   teaching   machines,   tape 

wordings,  and  similar  eoininmiK  a 
ions    media    tor    educational    pur 

xises.  .mil    l>    disseminating  infor- 
nation  to  assist  schools  and  colleges 

>  make  w  idcr  and  better  use  of 
oinmunicatioiis      media.       \wanh 

.i\e  been  made  for  227  research 
>rojccts     to     llf     institutions     and 
geneies.  At  present.   128  oi  these 
cojects   are   in    progress   with   98 
pleted.  A  total  ol  159  contracts 
disseminating  information  have 
ii    awarded    to    77    institutions, 
gencies,  and  indh  iduals. 

Vade    hacks    business    scries:     The 

Business  Day  program  which 

■huts  tonight,  l)  September,  on 
VBBM  Wl  ,\  FM  .  has  a  rather 
iiinsu.il  sponsor  It's  \\  ade  Vdvi  i 
ising  whose  1M(  king  ol  the  nightl) 
rogram  marks  tlie  first  time  an  ad 
HH  \  has  sponsored  a  radio  pro- 
•.rain  in  (  lm  ago.  This  same  agen<  J 
•ionecred  t\  sponsorship  last  si 
on  with  Mid- American  Marketing 
the  March.  There  will  be  no 
menial  messages  in  the  Busi- 
i  Ihiij  program. 

dison  youth  contest  open:  The 
bomas  Viva  Edison  Foundation  is 
ow  accepting  nominations  for  the 
bath   annual    National    Stat  ion 

..wards  t«>r  Sen  ing  Youth.  The  lo- 

il  stations,  radio  and  t\ .  that  best 


sen  ed  youth  in  theii  i  omi 

dm  .    w  ill    i<  ,  ,  ivi     .u,     IV 

w  1  lit  li  iik  IlldeS  a  s(  mil  ami  .i  s,  hoi 

arship  of  $1,000  to  be  used  f<  >i 

i"  education  w  hi<  l>  the  w  inn 
stations   present   to  a   high   s(  hool 
senioi   sele<  ted  l>\    an  appropi 
i  ommittee  ol  lo<  al  edu<  atoi  s  Nom 

illations  are  made  bj   1 1 1 « -  71)  national 

1 1\  k  oi  ganizations  i  ooperating  w  ith 
the  I  .disi  iii  I  .  tundatii  »n  I  leadline 
toi  nominations  is  1  ">  1  >>  <  embi  i  and 
tiiitliii  information  is  available 
from  the  Th<  imas  Viva  Edisi  »n 
Foundation     8    West     Wth    StJ 

\ew     'I  Ork     I  S      I  ..1st     \  eal   s    w  1 1  ■ !  j 

bj    the  way,  w<  re   W  SB,    Atlanta 
and  w  LOF  l\    Orlando. 


NEWSMAKERS 

R<  >\  \i  i>    hi  \iii  i      midwest    re 
gional  director  at  li  \ B,  to  general 
manager  of  WCOG   t  Greensboro. 

Jon  w     Ej  i  ison  to  sales  execu- 
tive for  WliOl     Radio,  Rocht 
Ellison  is  a  lm  mei  agen<  j  a<  (  ounl 

man. 

ROBJ  iii  I  Si  i  \hns  to  assistant 
sales  manager  oi  W  MKY  Boston. 

Horn  hi  |oni  s  to  program  mana 
g.r  ol  \\  MMW,  Meriden-Walling 
lord. 

Ei  CENi  s  \\  i  i;m  V\  to  ao  ounl 
executive  .it  kl)k\.  Pittsburgh. 

William  Troi  rra  to  sales  man- 
age! ol  k  \l.o.  Little  Rock 

Bu  i  s  \iu  i  h  to  manager  ol  kill 

Tulsa 

(   mi   (     Smti m  to  sales  man 

Ol    KRAV,  Tulsa 

( '  \hi in    s     Ti  ii  si  ii<    to   genera] 

manager  of  kl  l|.  1  .os   Vngeli 

THOM  \s    \    I  )i  Ml  ill  to  i  oniinei 

rial  manage]  of  \\  \\  I     I    "ns\ ille. 

Fh  \\k  J  MORI  mi  to  regional 
sales  manager  foi  w  rRY,  Vlban)  - 
si  henectad)  -Troj . 

1 .1  w  is  (  (  Jri  isi  to  ci immeri  ial 
managi  i  ot  \\  kl  )\    (  amden. 

Don    \\  i  i  sii    to    \\  DGY,    Mum. 

apolis    as    .a  1 1  iunt    exe<  uti\  i      I  [< 

was  w  ith  \\  hhl  I.  La  t  n  a 

similar  position. 

|.  Fm  i>  Pi  hi;s  to  station  man 
of  KCRS  Radio,  Midland   Texas 

Joanni  l  nil  i  to  radio  sales  s,  i\ 
i<  e  (  o-ordinatoi    at    k  \  hi 
I        \     ■  les. 

I)  \\  in    \      S|  i  b>     to    di' 
sales.   \\  \|\    |  \|.    Indianapolis 

i.  Bi  i.ki  t<  i  din  new  s 

and  puhlu  affairs  ot  KWOA  R  who 
\\  orthington,  Minn 


SENSITIVE  PARENTS 

SWEEP  SEX  TRUTHS 

UNDER  THE  RUG 


Parent*   art-?   awo-  rhild 

is  going  to  learn  the  "facts  of 
lOmehow.  Parents  aho  know 
that  it  is  far  better  for  the  child 
to  learn  about  sex  in  the  right 
way  than  th»>  wrong  way.  The 
wrong  way  can  shock  and  harm 
the  child  for  the  rest  of  it-. 

Yet  because  of  its  delicate  ond 
sensitive  nature,  many  parents 
behave  in  a  cowardly  way  about 
giving  their  child  this  vital  infor- 
mation, telling  themselves  they 
will  do  it  some  day.  But  this  day 
never  comes,  and  the  result  often 
is  that  the  child  grows  up  with  a 
guilt  complex,  thinking  sex  is  an 
evil  thing. 

PARENTS:  sex  truths  need  no 
longer  be  "sweDt  under  the  rug." 
The  new  book  for  children  WHY 
AND  HOW  I  WAS  BORN  tells 
the  facts  frankly,  surroundinq 
them  in  the  atmosohere  of  God, 
Love  and  Family  Life.  THE  READ 
ER'S  DIGEST  writes: 

T^e  approach  of  WHY  AND 
HOW  /  WAS  BORN  to  this 
difficult  problem  is  most  im- 
pressive, combining  as  if  does 
straightforward,  unevasive 
information  and  a  larger 
frame  of  reference  which 
mokes  sense  to  children." 

Thousands  of  parents  have  ex- 
pressed their  thanks  for  the  nat- 
ural way  children  accept  without 
shock  or  embarrassment  the  sex 
truths  in  WHY  AND  HOW  I  WAS 
BORN.  As  a  result  of  reading  the 
book,  children  have  greater  love 
and   respect  for  their  parents. 

PARENTS  th»  moil  important  th.ng 
you  con  do  for  your  child  it  I- 
its  mind  NOW  on  this  vital  matt,  f  0«- 
lay  mo/  be  dangerous  to  you' 
ond  to  you  Nor  or*  straight  biological 
foctt  by  themselves  enough  indeed 
they  may  prove  harmful  WHY  AND 
HOW  I  WAS  BORN  inspire*  and  up- 
lifts whiU  it  informs  To  gef  o  copy, 
send  S3  75  with  your  name  ond  ad- 
drett  to  The  Partnership  Foundation 
Capon  Springs  W  Va  Rrturn  privilege 
guarantied 


PONSOR    'i    snil  MBER     I""  I 


STATION     REPRESENTATIVES 


Kcit!i  Andre 

Keith  Andre  named 
Triangle  Sales  Rep 

Triangle  Program  Sales,  the  re- 
cent!) created  syndication  arm  of 
Triangle  Broadcasting,  has  ap- 
pointed Andre  sales  representative. 
\  long-time  regional  director  for 
the  Radio  Advertising  Bureau,  he 
has  held  top  sales  posts  at  WHSY 
and  WDAM-TV,  Hattiesburg, 
Miss.,  and  for  two  years  served  as 
general  manager  of  WABO, 
Waynesboro,  Miss.  TPS  will  have 
permanent  headquarters  in  New 
York  at  320  Park  Avenue. 

Adam  Riggs  buys  Phila. 
Broadcast  Time  Office 

Adam  k.  Riggs  has  bought  Broad- 
east  Time  Sales'  Philadelphia  office 
in  the  first  step  under  a  plan  which 
BTS  offices  in  17  American  cities 
will  be  sold  to  local  broadcasting 
advertising  sales  executives,  an- 
nounces BTS  President  Carl  L. 
Schuele.   (See  Sponsor,  5  August.) 

Hi'^Us  spent  the  last  six  years  with 
the  Broadcast  division  of  Triangle 
Publications,  five  of  them  as  a  local 
salesman  lor  WFIL,  Philadelphia, 
Bridie  being  promoted  to  the  na- 
tional sales  stall  in  New  York.  lie 
lias  also  Been  an  executive  with  the 
Ford   Motor  Co.  and  RCA. 

Initially,  his  offices  will  Be  at 
1713  Spruce  St.  Philadelphia. 
Phone  Nil  733  3132. 

Upon  buying  the  BTS  franchise 

l"i    Philadelphia,   RiggS  said:   "I   am 

happ)  to  Be  able  to  oiler  Philadel- 
phia area  agencies  and  advertisers 
the  opportunity  ol  dealing  with  an 
iblished    national    radio    repre- 


sentative firm  such  as  BTS.  With 
offices  in  19  cities,  it  will  enable  US 
to  provide  a  two-way  flow  of  mar- 
ket data  and  merchandising  materi- 
al Between  the  agencies  and  the 
stations. 

Schuele  noted  that  BTS  is  offcr- 
ingownership  rights  to  sales  terri- 
tories in  17  major  advertising  cen- 
ters, exclusive  of  New  York  and 
Chicago,  offering  and  protecting 
Both  advertising  and  sales  and  sta- 
tion solicitation  rights  in  these  terri- 
tories. 

He  added:  "Under  our  new  plan, 
a  station  can  maintain  one  repre- 
sentative and  receive  total  coverage 
for  both  regional  and  national  re- 
presentation." 

The  BTS  president  said  the  mul- 
tiple Branch  operation  will  provide 
Blanketing  coverage  of  the  entire 
nation  by  resdient,  full-time  own- 
ers-salesmen. 

PGW  Reps  Trigg-Vaughn 

Peters,  Griffin,  Woodward  has 
Been  appointed  exclusive  national 
sales  representative  for  the  Trigg- 
Vaughn  radio  stations,  a  eonsider- 
able  setback  for  The  Boiling  Co. 
which  had  repped  four  of  the  five 
outlets. 

Trigg-Vaughn  recently  acquired 
KIIOW,  Denver,  which  had  been 
on  the  PGW  list.  The  other  stations, 
out  of  Boiling's  camp,  are  KITE, 
San  Antonio;  KROD,  El  Paso; 
KOSA,  Odessa  -  Midland.  and 
KRNO,  San  Bernardino. 

NEWS    NOTES 

Avery-Knodel  adds  one:  KTYB. 
heads  up  a  list  of  several  stations 
switching  representatives.  The 
Boise  outlet  has  joined  the  Averv- 
Knodel  outfit.  Other  switches  in- 
clude Will'.  Charleston.  \Y.  \"a.,  to 
Prestige  Representation  Organiza- 
tion; Dakota  Salesmaker  Radio  Sta- 
tions to  Whiteman  Associates,  for 
eastern    sales.    WDMS,    I  ,\  nehhurg, 

Va.,  and  WAGR,  Lumberton,  X.  C. 

to  Hal  Walton:  WSEE-TV,  Erie,  to 
Meeker  Co.  for  national  sales,  Ket- 
tcll-Cartcr  lor  New  England,  Ohio 
Stations  for  Ohio  and  Detroit,  and 
Penn  State  Reps  for  Pittsburgh  and 
western  Pennsylvania;  WA1R,  Win- 
ston-Salem, to  Robert  L.  Williams; 
KRZY,  Albuquerque,  KWER.  San 
Angelo.    and     KMOP,    Tucson,    to 


' 


Roger  O'Connor;   KISX,   Portland, 
to  William  L.  Simpson  &  Associates. 

Seattle,  for  regional  business: 
WHWH,  new  station  in  Princeton. 
and  WMBT,  Shenandoah,  to  Phila- 
delphia Spof  Sales  for  Philadelphia 
sales;  WBRY.  Waterbury,  to  Paul 
H.  Raymer;  WQDY,  Calais.  Mo. 
and  WSJR,  Madawaska.  Mo.,  tc 
New  England  Spot  Sales. 

Midori   Xamiki,  selected   from  50( 
applicants  to  be  Japan's  first  Rompei 
Room  teacher,  arrived  in  New  Yor; 
to  train  for  the  live  syndicated  1 
kinder tiarten.    Romper    Room    \v, 
sold    to   Japan's    XTY    network  b\ 
Fremantle  International,  which  act: 
as  distributor  of  the  show  in  non 
U.S.    markets.    The    show    will   bi 
color  telecast  six  days  a  week,  sta 
ing  7  October,  over  the  21 -statin 
network.  Romper  Room  is  now  n 
ning  in  over  100  cities  in  the  U.  S 
Canada,  Puerto  Rico  and  Australi 
International    expansion    has    bee 
accelerated  since  Fremantle  begat 
handling   program   sales   last   Se 
temher. 

Cliff-Hanger:  Group  W's  San  Fraj 

cisco   station   KPIX  last   week  ra 
the     first     installment     of     a     six 
part  mystery  adventure  serial  Y 
Wreath  for  the  General.  The  "cli 
hanging"  format,   which   has  bee 
extremely   popular   in    England,  ) 
new  to  American  tv  series.  Succeec 
ing  episodes  of  the  BBC-produce 
drama    will    be    presented    at    n\ 
same  time  each  day  of  the  wee 
until    the   suspense-packed    plot 
finally  resolved. 

NEWSMAKERS 

William  C.  Ruschgen  to  vi( 
president  of  Broadcast  Time  Sale 

Jixi  Francius  to  manager  CB 
Radio  Spot  Sales.  San  Francisco. 

1 1  u.sky  Y.  Rarrett  to  \  ice  pres 
dent  and  a  general  executive  < 
Multi  Molds  International.  Bane 
was  director  of  sales  and  new  pnx 
net  development  for  Kat/  and  pri( 
to  that  the  first  director  of  nation, 
sales  at  T\  B. 

Willi  \\i  Ci  i  n  i  h  to  account  I 
ecutive  at  Prestige  Representati 
Organization. 

Howard  Sun  xi  w  to  the  N< 
York  sales  staff  of  McGavren-Guili 


60 


SPONSOR    9    SEPTEMBER 


_. 


YNDICATION 


3ost-tv  trend 
aids  buyers 

Hollywood 
stockpiles 
color  films 


rm  growth  ol  spot-placed  t\  ad- 
vertising in  color  continues  to  put 
rong  emphasis  on  color  prints  <>l 
gture  films,  a  basic  programing 
mponent  at  color-minded  t\   sta 

>l|s 

Network  advertisers,  primaril) 
tose  at  NBC  TV,  are  also  con- 
•rnccl  with  color  movies  .is  a  pro- 
i.ini  framework  for  color  commer- 
ils  at  the  national  level. 
Distributor-producers  and  s\mli 
ition  houses — such  as  Seven  \its 
til  Century-Fox,  MGM,  MCA, 
how  corporation.  Warner  Bros.. 
nong  others — are  also  pa\  ing  close 
Mention  to  the  availability  ot  color 
atnre  movie  packages.  While 
bned-in-color  movies  are  some- 
ling  ol  a  novelty  i  perhaps  I(K  <  ot 
ic  total  i  in  pre-1948-mo\  ie  li- 
raries,  the  post-1948  packages 
(ten  contain  as  much  as  50*  <    or 

MIC 

Although  color  is  becoming  an 
oportant  part  ot  t\  campaign  plan- 
ing today,  its  role  in  feature 
lovies  is  relatively    recent: 

\  It  was  L935  when  the  first  full- 

ogth  theatrical  color  film.  "Beck) 

u.is    produced    in     llolK- 

\  It  was  m  1938  when  the  lust 
•alh  successful  film  produced  in 
>lor.  'Snow  White  and  the  Seven 
'warts.  launched  Walt  Disnev 
reductions  into  a  new  kind  ot  en 
attainment  business. 
Both  ot  these  motion  pictures 
ere  produced  with  a  Technicolor 
nbibitinn  process,  which  added 
'lor  to  Black  and  white  negatives 
ter  the)  were  processed.   The  s\  s 


"COLORIZED"  PACKAGES     Filmed-in-color  features  now  r< 

ol    pictures    in    newest    packages,     tins   is    Columbia    Pictun  nk.    film    vault 


Allied  Artists 


Road  to  Bali     \  i  IA  color  I  ■    Mm 


I  in     Bn     Circus:    Victor  . Mat 


'ONSOR    y    si'Pl'FMBFR     196.1 


Stlj  and.  though  success- 
tul.  was  slow    tO  take  hold. 

I  next  real  major  breakthrough 
in  color  came  during  the  early 
is  when  Eastman  Kodak  intro- 
duced  a  commercially  acceptable 
color  negative  film.  The  film  pro- 
vided the  quality  essential  for  the 
broad  general  release  of  color 
prints  within  a  practical  cost  struc- 
ture. Furthermore,  the  color  nega- 
tive material  opened  the  door  for 
the  production  of  quality,  wide 
screen  color  films.  This  new  medi- 
um actually  helped  to  save  a  falter- 
ing entertainment  film  industry, 
challenged  by  the  growing  popu- 
larity of  television. 

Audiences  that  had  gotten  into 
the  habit  of  finding  most  of  their 
entertainment  on  a  television  screen 
.it  home  were  slowly  enticed  back 
into  theaters  showing  such  spec- 
tacular wide  screen  color  films  as 
"The  Robe." 


The  counter-revolution  was  slow 
in  coming,  yet,  gradually,  the  en- 
tertainment film-makers  regained  a 
foothold  in  competing  for  au- 
diences. Furthermore,  as  the  qual- 
ity of  color  films  continued  to  im- 
prove —  characterized  by  faster 
speed  ratings  ( thus  requiring  less 
artificial  lighting)  and  less  grainy 
structure — the  subject  matter,  what 
kind  of  stories  could  be  told  in 
color,  was  greatly  increased. 

By  1958,  Universal-International 
reported  that  19  of  its  36  feature 
releases  were  produced  in  color. 
While  this  ratio  in  favor  of  color 
was  somewhat  in  advance  of  the 
rest  of  most  of  the  entertainment 
film  industry,  it  was  indicative  of 
what  was  happening  in  Hollywood. 
Color  had  come  into  its  own  on  its 
own  merits — and  not  as  a  novelty. 
Also,  the  projection  quality  and  the 
scope  of  what  could  be  done  with 
color  was  improving. 


Around  this  time,  fully  one-half 
of  the  feature  films  were  produced 
and  released  in  color.  In  subsequent 
years,  the  proportion  of  color  I  ra- 
tine films  fluctuated  between  30  to 
50  per  cent  of  total  production. 

What  does  all  of  this  add  up  to 
for  the  television  and  agency  ex- 
ecutive0 

Beginning  with  releases  for  1958. 
Hollywood  film  libraries  are  bur- 
geoning with  feature  product  avail- 
able in  color.  A  recent  survey  taken 
of  most  of  the  major  film  producers, 
indicates  that  the  trend  towards 
heavy  color  feature  film  production, 
figures  to  continue.  More  than  one 
studio  source  said  that  this  was 
being  done  with  at  least  one  eye 
on  the  residual  value  of  color  fea- 
tures for  "eventual"  television  re- 
lease. 

Therefore,  as  color  television  con- 
tinues to  come  of  age,  station  and. 
agency  executives  are  going  to  find 


Siik   Stockings:    Fred   Astaire,   Cud   Charisse,   and  Janis   Paige       Auntie    Mame:    Rosalind   Russell   headlines   color   hloekhustct 


9HKL-  r      > 
'>,,,/•,  Han  Sinatra,  Debbie  Reynolds        Win  Success  Spoil  Rock  Hunter:  Randall  6  Mansfield  cha-cht 

SPONSOR   9   SI  rii  vim  k    I!"' 


i.ii    there    is    .1    growing    librar) 

|f  coloi  feature  films  read)   to  tap 

teles  ision  release    Fin  thei  more, 

li  \  en  these  libnu  ies  are  going 

include  new   1 . ■  t  •  goi  ies  "I   sub 

.t  mattei     films  w  hit  li  w ere  made 

ii  i   improved  coloi  produi  is  .mil 

ghnolog)    opened   new    doors   ,>| 

luction  possibilities 
\s  .1  result,  such  feature  shows 
NB<    I  \  s  Saturday  Night  at  tin 
fi>i  /rs  can  easih   plan  en  compel 
It  in  coloi  .in  the  111. 11  ki  1  mi  1  eases 
lywood's  l>rst   feature  films — in 
lor  —  will  also  l)f  .1  programing 
tin    in    consider    in    competing 
ith  pa)  til.A  ision. 
Just  .1  sampling  <>t  man)   ol  the 
jjor    stiiilms    .ind    leading    pro 

is   showed   that    o\«-r    155   lull 

jgth  feature  films  out  ot  375 
ulc  since  196]  began  have  been 
color.  This  is  more  than  N>  pei 
it  Tin-  surve)  included  Wall 
ic\  Productions.  \\  arnei  Broth- 


ers    Metro  ( ."ltlw  \  11  Ma)  ■  1      20th 

(  1  Him  v-Fox     <  c>liinil>i.i    Pi(  tui 

\lln  >l       \i  lists       I    in\  1  1  n.i I   Ind  1  n. 1 
ti(  'ii.  il      Til  .1 mt    I'u  tun  s     I    nili  il 

\i lists,  and  Sin. iti. 1  I  nt'  rpri 

I  In   figures  <l"  ui't  mi  Iiuli    1961 
62   pi'  'ilui  tii  hi   li  u    si\  ii.il   leadin 
independent  Mm  makers    The  ; 
duction  figures  foi  these  produi 
\mii    nut  .i\  ailable  .it  tins  w  1  ii  ii 
fiowevei     the)    did   nol    figure   t" 
change  tin-  ratio  ol   coloi   features 

i  '  uni). mil    d  •    lil.u  k    .mil    VI  lull 

I  niversal  international  has  r< 
leased  some  1<|S>  lull  length  featurt 
lilms  since  1958  Si\i\  li\ e  ol  thest 
feature  films  were  released  in  i  oloi . 
l  nivei  s.il  released  I1'  coloi  features 
in  1958;  II  in  IT)').  I  I  in  I960;  I  I 
m  L961;  .mil.  10  m  L962. 

\  spokesman  for  tin-  studio  ex- 
plains  polic)    thusl)       \n\    subje<  t 

matter  thai  pal  ti(  ularU  lends  itseli 
Id  color  or  \\  ill  he  elihalK  ed  b)  the 
use  ul   coloi    w  ill  he  lilined  m  i  i  >li  i| 


March    '  nn •  1  s.d  president 
Milton  l>    Racl  mil  madi  inn 

exhibitii  in  rights  a\  ailable  t 
■  1  >l  the  siudi' .  s  feature  I1I1 
pun  hasi  d  b    v  \  rl        vith  n 

least    d.ii.  .  through   195(  mil 

predicted  that  '  il  w  ould 

|n\  a  return  of  f,         0,000  thn 
the  li  asiirj  ol  il..   ■    fil 

SlMll 

Subsi  quenl  future  polic)   l"i  the 
release  ol   p<  isl  1956  film!      in<  lud- 

the    big   (  oloi    p. I'  kage       M  il 

guided    b)    the   pn  tab 

hshed  In  H    sea irding  to   1  m\  1  1 
l  nited   Artists  ; 

IT  (  oli  'i  I-  iiuii  s  ^ 1958 

ing  a  high  <>l    \2  li 

number  ol  1  ol<  n   pit  tuns  that 

Will     release     in     the     tiitun      will     In 

about  the  s.une  01  perhaps  m' >r«- — 
i  ertainl)  not  less.  s.t\  s  .1  1  \ 
s 

"(  )li       tele\  isnm  he      1  "lit (I. 

we  have  sold  lilms  to  le\e\ ision  in 


mnmnmimmrr' "  •  nm  inrnmnf  11 


:0th  Century-Fox 


Warner  Brothers 


hi  01    No  Return:    KUtchum  and  Marilyn  in  bi  epit        Dam    m     nn     fop   01     mi    - 


*     ■■■■■■       X  J^/ 

mken    I  wi  1      S  /•     ■      Robert  Wagner  to)       ui  /isf        lm    FBI    s 


'ONSOR   <l   sipti  MBER    1 


SYNDICATION 

id  1  am  sine  we  will  con- 
do  90  111  the  future." 
,\    four  of   MGM's  44   fea- 
ir     filmssince  L961-1962  have  been 
duced  in  color. 

Allied  Artists  has  only  produced 
12  color  releases  out  of  more  than 
90  I  cat  lire  films  made  since  1958. 
However  an  AA  executive  admits 
'We  favor  color"  and  will  be  using 
"more."  Allied  Artists  will  be  re- 
leasing these  films  "eventually"  to 
television,  he  added. 

Similarly,  Paramount  has  had  46 
color  features  in  release  since  L958; 
Warner  Brothers,  51  since  1958; 
Disney,  25  since  1958;  Columbia, 
20  since  I960;  and.  six  of  20th  Cen- 
tury-Fox's current  nine  releases  are 
in  color. 

Another  source  of  supply  of  color 
feature  films  has  been  the  independ- 
ent production  company. 

Typical  of  these  is  Frank  Sina- 
tra's Sinatra  Enterprises.  During  the 
past  few  years,  this  company  has 
released  four  films,  "X-15,"  "Ser- 
geant's Three,"  "Manchurian  Can- 
didate," "Come  Blow  Your  Horn." 

Four  other  films,  "Four  for 
Texas,"  "Robin  and  the  Seven 
Hoods,"  "The  New  Yorkers,"  and 
Tor  Those  Who  Think  Young,"  are 
now  scheduled  for  production.  All 
but  "The  Manchurian  Candidate" 
are  or  will  be  in  color. 

However,  according  to  Sinatra 
Enterprises'  Charles  A.  Moses:  "To- 
day, color  usually  goes  with  a  rea- 
sonably  budgeted  picture.  That  is 
because  there  is  no  such  thing  as 
B  features  with  us.  Every  film  is 
aimed  at  a  'big'  market.  Color,  es- 
pecially in  drive-ins,  simply  gives 
us  a  better  product  to  sell." 

Moses  also  had  some  words  to  say 
about  the  release  of  this  recent 
color  product  to  television.  His 
words  aptly  summed  up  the  general 
feeling  in   I  lolly  wood: 

'  \  1 1 1 1 <  > 1 1 u  1 1  w  e  now  foresee  a  better 
initial  market  in  theatrical  re-runs 
lor  our  feature  films  before  they  hit 
television,  the  color  film  library  is 
there,  and  will  continue  to  grow 
inst  the  <la\  when  television  can 
claim  it  h\  sheer  weight  ol  market 
potential.  We  are  in  the  business  ol 
producing  entertaining  feature 
films.  The  future  seems  to  run  til- 
ls color.  W  e  w  ill  probably  end 
up  going  wherever  the  better  mar- 


'Hercules'  an  animated  hero 

Trans-Lux  I  \  Corp.  lias  garnered  45  stations  to  date  for  its  newest  cartoon 
series,  "The  Mighty  Hercules,"  bowing  in  September  and  October.  Avail- 
able in  color  and  b&w,  the  package  of  130  five-and-one-half-minute  seg- 
ments is  being  sponsored  primarily  on  a  participation  basis.  Above,  Her- 
cules romps  with  Helena,   Newton  the  Centaur,  and  Tewt,  a  goat-boy 


NEWS    NOTES 

MCA-TV  signs  41  stations:  Launch- 
ing the  new  fall  programing  season 
in  local  markets,  MCA-TV  sold  its 
60-  and  30-minute  off-network  pro- 
grams to  41  new  stations.  The  com- 
pany's newest  half-hour  entry  in  the 
domestic  syndication  marketplace. 
Leave  it  to  Beaver,  has  been  picked 
up  by  nine  stations.  In  the  foreign 
syndication  market,  both  Fremantle 
and  Seven  Arts  Productions  Ltd. 
had  sales  to  report.  Fremantle 
closed  a  deal  with  Telesistem a  \le\- 
icana,  S.A.  which  will  become  the 
sixth  nation  to  broadcast  Romper 
Room,  the  live,  syndicated  tv  kin- 
dergarten. Seven  Arts  has  signed 
ten  additional  Canadian  stations  for 
features  and  or  cartoons. 
Stations  toss  web  wares  for  syndie 
war  series:  The  first-run,  World 
War  actuality  series  from  Official 
Films,  Battle  Line,  is  having  quite 
a  sales  success.  The  program  has 
already  been  picked  up  by  73  sta- 
tions in  its  eight-week  selling  period 
and  of  t he  stations  set  lor  mid-Sep- 
tember start  dates.  15%,  many  in 
major  markets,  have  pre-empted 
network   shows   m   evening  time  to 


make  room  for  the  stanzas.  Officia 
Films  v.p.  for  sales,  Robert  A 
Behrens,  predicts  that  within  a  yea 
the  series  will  be  carried  in  wel 
over  200  markets. 
7  Arts  unwraps  Churchill  tv  tribute 
Churchill,  The  Man,  a  tv  tri] 
through  the  statesman's  persona 
and  political  life  beginning  with  hi 
childhood  and  days  at  public  schoc 
has  been  produced  by  Associate! 
British-Pathe  Ltd.  and  is  being  dis 
tributed  by  Seven  Arts.  The  half 
hour  documentary  was  personal! 
approved  by  Churchill  at  a  recen 
private  screening  and  may  not  h 
telecast  during  his  lifetime. 

NEWSMAKERS 

Tom  Reynolds  to  general  mai 
ager-tv  sales.  Canada,  for  20th  Cen 
tury-Fox  Television. 

Auoi  i  V  llri.r  to  national  salt 
director  of  Peter  M.  Robeck  &  < 

Arthur  Perles  to  press  chief  i 
\ ICM-TY.  Perles  will  resign  hi 
post  as  editor  of  Radio-Televisioi 
Daily   13  September. 

II\\k  Low  in  to  producer  at  Ii' 
mex. 


M 


SPONSOR   9   si  ru  \iiu  k    1!"" 


rvk. 


WASHINGTON  WEEK 


News  from  nation's 
capital  ot  special 
Interest  to  admen 


■jf^    Congressional  wrath  at  takeover  of  legislative  ana  other  powers  by 

federal  agencies  and  departments  is  reaching  the  boiling  point :  *  There- 
ought  to  be  a  law  !"  is  current  battle  cry. 

The  forthright  bill  to  slam  the  lid  on  any  rulemaking  by  the  FCC  on  the 
length  or  frequency  of  broadcast  commercials,  authored  by  Chairman  of  the 
House  Commerce  Communications  Subcommittee,  is  typical.  It  La  in  part  a 
ricochet  from  earlier  hearings  on  broadcast  editorializing. 

In  these  hearings,  to  be  resumed  by  Chairman  Walter  Rogers  18  Sept. , 
Congressional  ire  flared  over  FCC's  blessing  on  broadcast  editorializing. 
Worse,  the  Commission  insisted  on  handling  all  controversial  repercussion:- 
under  its  own  "Fairness  Doctrine." 

Rep.  John  Moss  (D. ,  Cal. )  whose  bill  demands  equal  air  time  for  candi- 
dates affected  by  station  editorials,  was  outraged  at  FCC  idea  of  having 
broadcaster  select  a  spokesman  for  rebuttal.  "I  wouldn't  want  anyone  to 
speak  for  me,"  said  Moss. 

FCC  Chairman  E.  William  Henry  got  nowhere  with  logical  showing  that 
Congress'  own  equal-time  statute  would  leave  licensees  open  to  multiple 
demands  if  candidates  did  their  own  talking. 

•jt^  Almost  unremarked  in  the  fracas,  but  under  consideration  by  the  sub- 
committee is  a  middle  way  suggested  by  Dr.  Frank  Stanton  of  CBS. 
If  there  must  be  legislation,  Stanton  suggests  adding  one  more  exemp- 
tion to  those  listed  under  Sec.  315' s  equal  time  proviso:  exemption  from 
equal  time  requirement  would  go  to  candidates  answering  an  editorial  over 
the  station  which  opposed  him  or  endorsed  an  opponent. 

This  would  permit  senators  and  congressmen  to  speak  for  themselves 
in  editorial  rebuttal — but  would  bar  the  chain  reaction  of  multiple  demands 
for  station  time  by  all  others  interested  in  the  candidacy. 

if  it   Even  if  the  editorial  hurdle  is  cleared,  there  remains  Congressional 
skepticism  about  FCC's  fairness  doctrine  in  the  infinite  range  of 
controversial  and  documentary  programing. 

Southern  legislators  especially  are  unimpressed  by  the  FCC's  recent 
tightening  of  fairness  doctrine  rules.  It  impressed  broadcasters  so  pain- 
fully that  NAB  president  LeRoy  Collins  has  made  anguished  plea  to  the  FCC 
to  retract  the  July  dicta,  and  let  broadcast  journalism  go  on  breathing. 

jfit   Sen.  Strom  Thurmond  icily  questioned  FCC's  doctrine  during  last  week' s 
hearings  on  preferential  treatment  to  congressional  station  appli- 
cants— an  unrelated  topic  but  a  handy  forum. 

Politeness  was  stiff  as  a  starched  collar  during  Sen.  John  Pastore's 
Communications  Subcommittee  hearings  on  Sen.  Proxmire's  bill  to  bar  spe- 
cial consideration  for  Hill  applicants.  Thurmond  was  permitted  to  question 
FCC  Chairman  Henry. 

What,  said  Thurmond,  are  the  responsibilities  of  networks  under  the 
fairness  doctrine9 


0KS0R/9    SEPTFMBFR     1  WS 


WASHINGTON  WEEK 


News  from  nation's 
capital  of  special 
interest  to  admen 


■fajt  Network  responsibility  under  the  fairness  doctrine  is  substantially 
the  same  as  that  of  the  individual  licensee, "  said  Henry. 
Unmentioned,  but  palpably  in  the  air  were  thoughts  of  NBC's  three-hour 
civil  rights  documentary  aired  only  two  days  previous  to  the  hearing.  Also 
unmentioned  was  Sen.  Proxmire's  high  praise  of  the  epic,  and  of  CBS  and 
ABC  documentaries — all  inserted  into  the  Congressional  Record  the  day 
before. 

FCC  Chairman  partly  closed  the  door  on  the  paralyzing  prospect  of 
demands  for  reply-time  to  hour-long  documentaries,  and  in  cases  involving 
several  hundred  stations  in  topics  like  the  test-ban  treaty,  now  under 
dispute  at  the  commission.  Case-by-case  approach  will  probably  be  the  most 
feasible  under  the  fairness  doctrine,  said  Henry. 

^f*jf   Tne  FCC  Chairman  sidestepped  Thurmond ' s  demand  to  know  if  stations 
that  put  on  a  sponsored  controversial  program  would  have  to  provide 

free  time  for  the  opposition  when  it  couldn't  pay  for  time. 

Henry  said  the  FCC  is  studying  the  question.  There  is  a  complaint  that 

may  provide  a  test  case.  The  overall  policy  is  to  provide  the  public  with 

both  sides  of  every  controversial  issue  aired. 

Sen.  Pastore  bluntly  pointed  out  the  FCC's  proper  path:  money  or  no 

money,  the  opposing  view  must  reach  the  same  public  reached  by  the  original 

program.  "Otherwise,  we'd  be  in  bad  trouble."  FCC  Chairman  agreed,  with  a 

cornered  look.  There  will  be  trouble  either  way. 

^-^  Back  on  the  hearing  topic,  Henry  said  legislation  was  unnecessary  to 

prevent  favoritism  to  congressmen  and  senators  in  station  grants, 
but  FCC  would  not  oppose  the  bill. 

Sen.  Proxmire  harked  back  to  1959  award  of  a  license  worth  $6  million 
to  Capital  Cities  Broadcasting,  which  had  six  congressional  stockholders. 
The  FCC  examiner  had  frankly  conceded  they  would  have  the  edge  by  civic 
participation  yardstick. 

Henry  pointed  out  that  in  commission  decision,  the  FCC  said  no  prefer- 
ence had  been  shown  simply  because  the  stockholders  were  congressmen. 
Proxmire  remained  unconvinced.  He  said  political  payola  was  bound  to  be 
inferred  if  congressmen  who  control  FCC  remain  silent  on  this  issue. 

Pastore  sighed  over  what  he  felt  was  unfair  singling  out  of  legisla- 
tors, who  should  have  citizen's  right  to  enter  private  enterprise.  But 
he  agreed  that  to  vote  against  the  bill  now  that  it  was  public,  "would  be 
like  going  against  the  Ten  Commandments." 

■jrjt   Congressional  wrath  has  also  fallen  on  marketing  news  wire  service 
begun  by  Agriculture  Department  to  private  subscribers. 
Press  editorials,  with  unusual  concern  for  broadcasters,  said  inde- 
pendence of  tv  and  radio  news  broadcasts  would  eventually  crack  as  private 
wire  services  erode  under  expanding  government  competition. 


66  SPONSOR /9   SEPTEMBER    196 


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Stake  your  product's  claim! 

THE  WONDERFUL  WORLD  OF 
THREE  (WLBT,  Jackson,  Miss.) 
OFFERS  ONE  OF  THE  SOUTH'S 
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In  the  nation's  73rd  TV  market,  WLBT  presents 
opportunities  to  reach 

274,500  Television  Homes 

(Television  Magazine,  March,  1963)  in  Mississippi, 
Louisiana,  and  Arkansas,  representing  a  progressive, 
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Outstanding  NBC,  ABC  programs  for  Fall,  '63 


Proven  favorites  that  have  given  WLBT  survey-edge  in  total  homes,  plus  WLBT's 
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brightest  television  programs. 


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Walt   Disney's    World   of   Color 

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Cincinnati  WROC  Rochester 

Cleveland  KCRA  Sacramento 

Dallas  Ft.  Worth  KALL  Salt  Lake  City 

Denver  WOAI  San  Antonio 

Duluth-Supenor  KFMB  San  Diet;  ) 

Houston  KYA  San  Francisco 

Kansas  City  KMA  Shenandoah 

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'SPONSOR-WEEK 


Late  news 

in  tv/radio  advertising 

16  SEPTEMBER  1963 


Elgin  terminates:  Elgin  National  Watch  and 
McCann-Marschalk  will  end  relationship  at 
\  eat ■"-  end.  Nen  marketing  management  people 
■1  Elgin  should  have  opportunity  to  irork  with 
agency  of  own  choice,  Sidney  M.  Phillips,  head 
of  watch  division  said.  New  advertising-promo- 
tion department  is  beaded  by  Norman  Glad- 
ney,  assistant  to  board  chairman,  who  joined 
Elgin  several  months  ago.  Elgin  baa  .iil>!<'<l  to 
watch  line  recently.  It  acquired  Helbros  last 
month,  now  has  clocks,  Lady  Elgin  Diamond 
Ring-,  transistor  portable  radios.  Klgin  reports 
it  is  looking  for  new  agency.  Exception  to  ter- 
mination i-  February  tv  special,  to  be  handled 
b)  Md  !ann-Marschalk. 

New  brands  A  and  B:  Brown  ^  Williamson  is 
using  tv  in  markel  tests  for  two  new  filters  that 
could  mean  new  national  business  Erom  corn- 
pan)  responsible  for  early-day  filtration  and 
menthol  (Viceroys  and  Kools).  New  Walon, 
reviving  successful  B&W  name  of  thirties  fox 
different  cigarette  offers  triple  filter  and  is  on 
try-out  run  in  San  Francisco  and  Chicago. 
Breeze,  with  light  menthol  filter  and  touch  of 
clove,  is  test  marketing  in  Southwest.  Com- 
pany, currently  investing  80' ,  of  it-  all-brand 
budget  in  tv,  says  it".-  too  early  to  tell  market 
future  of  Avalon  and  Breeze.  Ted  Bates  is 
agency. 

BF  award  to  KDKA:  Radio  Btation  KDK  \. 
Pittsburgh  is  recipient  of  the  1th  annual  Gold- 
en Mike  Award  of  the  Broadca-ter-'  Founda- 
tion, fox  being  "one  of  the  America's  distin- 
guished pioneer  stations,  dedicated  to  adher- 
ence to  quality,  integrity  and  responsibility  in 
programing  and  management."  kDk  \. 
which  began  broadcasting  in  1920.  i>  the 
fourth  station  to  receive  the  award.  Past  win- 
ner- aie  WSB,  Atlanta.  \VC\.  Chicago  and 
WI.W.  Cincinnati.  Formal  presentation  is 
-lated  for  10  February  at  the  Broadca-ter-' 
Foundation  banquet  in  New  York. 


Rohner  upped  at  CBS:  Formerly  dixectoi  ol 
business  affairs  foi   I  BS    l\    in  Hollywood, 

I  i  inklin  Rohner  has 

been  named  \  ice  pi ' 

ident  fox  business  af- 
fair- thei  e.  Rohnei 
joined  the  netwoxk  in 
1 958  as  a  member  of 
the  la  m  depa  rl  ment 

and  -iuce  then  has 
been  assistant  to  the 
director  o f  business  rohner 

affair-,  program  associate,  and  manager  of  the 

program  department,  all  Hollywood  assign- 
ments. Appointment  i-  effective  immediately. 

New  rate  card:  Wometco  Enterprises  put  a 
oew  rate  card  into  effect  yesterdaj  foi  W  I 
TV,  Ashei  tile.  Titled  the  Selective  <  lontrol  Kate 
Card,  it  prices  separately  each  spot  announce- 
ment and  participating  position  on  the  entire 
program  schedule.  It  also  indicate-  the  plan- 
ability  and  unit  value  foi  each  spol  ami  par- 
ticipation program.  If  the  rate  caul  provides 
expected  solutions  to  buyer-seller  inefficien- 
cies, WotmetCO  will  expand  it-  philosophy  to  it- 
other  -tations. 

One  to  watch:  Runaway  success  ol  new  one- 
calorie  Diet-Kite  Cola  i-  pushing  Roy  \\  Crown 
Cola  -pot  t\  up  in  hurry.  Six-month  expendi- 
tures for  old  R.C  brand  and  Diet-Kite  already 

exceed    last    year's   entire    tv    budget    fox   three 

brands,  including  comparatively  small  account 
for  Nehi.  Diet-Kite  has  been  stepping  up  intro- 
ductory tv  in  Atlantic  State-  and  pattern  i-  be- 
ing repeated  in  -ome  360  market-  around  coun- 
try. Bottlers  spent  $1.6  million  on  t\  first  half 
29,700  lor  Diet  Ki:  '  for 

Royal  <  'rown  i.  Side  effect  of  Diet-Rite  debut 
has  been  expansion  of  bigger  soft  drink  fran- 
chisers   into   tl  <-nt   of   market.    R 
.mi   i-  D*Arcj     Advertising  nt,  with 

business  placed  bj    local  bottb 


SNSOR    16   SEPTEMBER    1963 


'SPONSOR-WEEK 


Late  news 

in  tv/radio  advertising 


New  buy  for  Timex:  Long  known  as  a  prime 
sponsor  of  tv  spectaculars,  Timex  will  supple- 
ment its  video  schedule  for  1963-1964  by  co- 
sponsoring  a  series  program  Hollywood  and 
the  Stars  via  NBC  TV.  Continuing  to  use  spe- 
cials, Timex  also  purchased  The  Best  on  Rec- 
ord (24  November)  and  Mr.  Magoo's  Christ- 
mas Carol  (13  December),  both  on  NBC.  The 
watch  firm  reports  a  14%  increase  in  its  over- 
all advertising  budget,  with  almost  all  addi- 
tional funds  to  be  spent  on  tv  sponsorship. 

Fernandel  for  White  Owl:  French  comedian 
Fernandel  has  filmed  a  series  of  commercials 
for  General  Cigar  via  Young  &  Rubicam,  ad- 
vancing the  trend  toward  "big  name"  entertain- 
ers in  commercials.  Maxwell  House  made  news 
recently  by  hiring  Joan  Crawford,  Barbara 
Stanwyck  and  Edward  G.  Robinson  for  spon- 
sored messages.  The  Fernandel  spots,  pro- 
duced by  MPO  Videotronics,  will  be  aired  on 
NCAA  Football  Game  of  the  Week,  over  CBS 
TV. 

Singer  to  JWT:  Singer  consumer  advertising 
switches  to  J.  Walter  Thompson  January  from 
Young  &  Rubicam.  The  sewing  machine  ac- 
count bills  close  to  $5  million,  largely  to  tv.  In 
1962,  network  gross  time  billings  (TvB)  were 
$2,154,000,  spot  tv  some  $58,000.  1962  maga- 
zine measured  billings  (LNA-BAR)  were 
$540,750,  newspapers  (Bureau  of  Advertis- 
ing) $722,450.  Switch  is  designed  to  provide 
new  approach  to  marketing  strategy.  Y  &  R  had 
account  since  1937. 

Revised  home  count:  A.  C.  Nielsen  has  issued 
revised  figures  for  its  national  tv  home  base. 
rotal  homes,  effective  1  September  (to  be  used 
for  1963-64  season)  are  55,590,000,  tv  homes 
51.2  million,  radio  homes  52.4  million.  The 
new  figures  are  slightly  different  than  those  re- 
ported earlier  (see  Sponsor,  9  September,  p. 
26). 


Portable  tape  recorders:  Storer  Programs, 
subsidiary  of  Storer  Broadcasting,  has  two 
portable  tv  tape  recorders  which  meet  FCC 
specifications.  Units  (MVR-11  and  MVR-15) 
may  be  used  on  air,  Storer's  Terry  H.  Lee  re- 
ports. Tapes  made  on  machines  are  completely 
interchangeable,  Lee  said.  Storer  has  tested  11 
unit  on  its  stations  and  is  completely  satisfied 
it  meets  air  standards.  The  15  unit  will  be 
available  in  quantity  in  November.  MVR-11 
weighs  68  pounds,  is  designed  for  news  and 
special  events,  and  sells  for  $13,850.  MVR-15, 
weighs  78  pounds,  has  additional  features,  and 
sells  for  $15,750.  Units  are  made  by  Mach- 
tronics  of  Mountain  View,  California. 

New  Sindlinger  service:  Market-by-market 
media  mix  reports,  to  cover  67  major  markets, 
bow  this  weekend  with  study  for  Detroit.  More 
to  follow  about  every  two  weeks  for  Los  Ange- 
les, Chicago,  New  York,  and  Philadelphia,  in 
that  order.  Other  62  to  be  scheduled  via  client 
interest.  Pres.  Albert  E.  Sindlinger  said  over 
300,000  interviews  from  187  sample  markets 
are  available  to  compile  data  on  local  radio 
listening  by  stations,  by  15-minute  time  periods, 
by  sex  of  listener,  by  where  listened  to,  and, 
in  addition,  carry  media-mix  info  for  spe- 
cific newspapers,  magazines,  and  nighttime  tv 
programs.  Contained  are  complete  demogra- 
phic data  on  characteristics  of  local  audiences 
within  each  media.  Sindlinger  stresses  that  no 
individual  market  reports  will  be  issued  with 
sample  size  of  less  than  2,000  interviews. 

$200,000  for  cable  tv,  am  outlet:  Ely  Cable 
Television  System  and  WELY,  both  of  Ely, 
Minn.,  have  been  sold  for  over  $200,000  to 
a  new  company,  North  Central  Video,  of 
Rochester,  Minn.,  headed  by  Joseph  Poire.  The 
cable  system  serves  more  than  100.300  sub- 
scribers and  carries  signals  from  Duluth  tv 
stations  KDAL  and  WDSM,  and  will  add  a 
Duluth  etv  channel  this  fall. 


SPONSOR     16    SEPTEMBER    \CJ 


DOATtt 

MISS      II 
MICHIGAN 


r 


> 


...where   Carol  Jean    Valin   spliced   the    beauty-vote   to 
become    Miss    Michigan    '62.       Clip   your  test-set   to   ARB 
and   Nielson   and  the  tone   you   hear  will   prove  that  you 
will    miss   Michigan   without   wjlM-TV...Ior  over  12   years 
the   best  connection   in  that  rich   industrial   outstate  area 
made   up  of   LANSING   -FLINT   -   JACKSON   and   20   populous 
cities. ..3, 000,000   potential   customers...748,700   homes 
(ARB  March    '63). ..served   exclusively  by  the  WJIM-TV    pole. 

Phone   your   Blair   installer   tor   spurs   and   that   will    get   your 
sales  up. 


HAS   C 


tegicaiiy  located  to  exclusively  serve  LANSING  flint  JACKSON 

•  sring  tr>e  nations  37tn  market    Represented  by  Blair  TV    WJiM   Rado  by  MASLA 


WJIM-TV 


J>     It")    SUM  ,  Mill  R     196.1 


!  mir  a  * 

1.  Los  Angeles  metropolitan 
area  Spanish-speaking  pop- 
ulation: 

900,000  plus 

2.  Average  yearly  income: 
$800,000,000 

• 

3.  For  automotive  products: 
$72,540,000  annually 

• 

4.  For  food  products: 
$434,700,000  annually 

YOU  CAN  HAVE  YOUR  SHARE! 

72  National  Advertisers  on 
Spanish-language  KWKW 
reach  approximately  277,880 
Latin-American  homes  per 
week  at  a  CPM  of  $0.72. 
KWKW's  5000  watts  speak  the 
language  convincingly  to  a 
loyal  audience.  KWKW  has  20 
years'  proof  waiting  for  you! 

KWKW 

5000  WATTS 

Representatives: 

N.Y.- National  Time  Sales 

S.F.-Theo.  B.Hall 

Chicago -National  Time  Sales 

Los  Angeles -HO  5-6171 


'SPONSOR 


16  SEPTEMBER   1963 


VOL  17  No.  37 


season,  but  still  may 

be  guided  by 

"first  ratings" 

DEPARTMENTS 

Calendar 

20 

Sponsor-Scope 

Commercial  Critiqu 

i           22 

Sponsor-Week 

555  Fifth 

18 

Timebuyer's  Corner 

Publisher's  Report 

8 

Washington  Week 

X1  *    ° 

X 


SPONSOR  it  Combined  with  TV,  U.S.  Rodio,  U.S.  FM<$.  ©1963  SPONSOR  Publications 
EXECUTIVE,  EDITORIAL,  CIRCULATION,  ADVERTISING  OFFICES:555  Fifth  Ave.,  r 
York    100I7.   212  MUrray  Hill  7-8080. 

MIDWEST  OFFICE:  I   12   N,   Michigan  Ave,  Chicogo  606 II.   MO  4- II 66. 
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copies  40«.  Printed  in  US  A    Published  weekly.  Second  class  postage  paid  at  N. 


IN   THIS   ISSUE: 

35       Spot  tv  soars  to  new  high  for  first  half  of  1963 

TBA    report   reveals   total   billings   of   $442.9  million   for   period 
national  and  regional  in  second  quarter  rose  18.5%  over  '62 

38       Wards  makes  it  easy  to  buy  hometown  television 

Idea  of  video  "mat  service"  similar  to  plan  offered  by  newspapers  I 
facilitate  purchase  of  broadcast  time  by  local  merchants 

ADVERTISERS 

42       Mobil  measures  its  gasoline  to  the  last  dollar 

Socony  has  been  quietly  gauging  worth  of  its  web  and  spot  tv  an 
lias  come  up  with  a  plan  to  pre-test  all  company  copy 

AGENCIES 

51       Bidding:  how  the  ad  agencies  and  producers  view  il 

Some  executives  consider  it  a  boon,  others  condemn  it  as  a  bane,  b 
most  ad  shops  go  along  with  system  as  protective  device 

TV   MEDIA 

58       "Slice  of  Life"  ads  called  "tired"  radio  carryover 

Paul  Gumbinner,  on  WINS  as  guest  columnist  for  Joseph  Kaselo 
voices  his  droll  opinions  on  prospects  for  the  new  tv  season 

RADIO    MEDIA 

63       Renaissance  of  a  20-year-old  sales  idea 

National  Shoes,  after  studying  results  of  its  "ring  the  bell     jing 
have  decided  to  retain  it,  in  an  up-dated  version 


STATION    REPRESENTATIVES 

74  Eastman  beats  the  drums  for  the  entire  radio  mediui  m 

Hep-field  luminary,  in  an  address  before  the  AWRT  in   Houstj 
praises  the  RAB,  and  the  value  of  the  "Blair  Group  Plan" 

TV   SYNDICATION 

75  Anthologies,  westerns  top  1964  synd  picture 

Four  Stars  Leu  Firestone  sees  these  categories  as  best  bets  for  n 


SPONSOR     lfi    si  1MI Mill  K 


These  food  and  related  advertisers  have  discovered  the  moving  power  of  WSPD-Radio 

WSPD-RADIO,  TOLEDO 

mVES  THE  GROCERIES / off  the  shelves 


and  into  the  households  of  Northwestern  Ohio 

id  Southeastern   Michigan.   275.600  households 

ith  over  $298,000,000  in  food  sales  are  in  the  prime 

rculation  area  of  WSPD-Radio  —  First  in  this  bus 

ing  marketplace  by  every  audience  measurement 

SPU- Radio's  morning  nudum «    u  greater  than  tin    othei 
Toledo    stations    combined.    In    the    afternoon,    WSfD- 

id  ins    audit  rin     shun     is    tlmOMi     -"'.',      t/rtatt  r     limn    tin 
id    plat,     station.     <  Jan.  Ft  >>..     IMS,     Boomer)  WSPD- 

idio.  7  :IH)    (.»/.   to    \oan.   /,"./',    slian  :    \t,on   to  t<  .11 1   /'»/.. 
share. 


I  his  audience  domination  throughout  the  da)  is 

achieved  b\  adult  programming  built  with  integrity, 

imagination  and   insight      an  audience  domination 

which  gives  you  an  effective  and  established  selling 
media  tor  sour  goods  an  audicmc  domination 
which  reaches  the  adult  consumer  who  hn\  |  the 
giHHls  and  paw  the  bills. 

And  WSPD's  merchandising  program  adds  t-\tra 
salc\  wallop  for  u>ml  and  drug  advertisers 


I 


HE   KATZ  AGENCY 

Njtionji  Rfpfes«ntltrves 


LOS  ANGELES 
KGBS 

PHILADELPHIA 

H  l: 

CLEVELAND 

//  JH 

MIAMI 
'BS 

TOLEDO 

DETROIT 

ST0RER 

BRQ4DC4S71MC  <  CM0MV1 

NEW  YORK 
WHt\ 

MILWAUKEE 

hi: 

CLEVELAND 

ATLANTA 

it  AC,  A 

TOLEDO 

DETROIT 

ONSOR     |li    s,|'l  I  MBI  K     I'll.  I 


WPTR 

ALBANY-TROY 

SCHENECTADY 

NY. 


WOR 

NEW  YORK 
N.  Y. 


DIFFERENT? 


MERCHANDISING 

—  If  our  colleagues  at  WOR  plan  and  ef- 
fect total  merchandising  packages  flexible 
enough  to  accommodate  large  and  small 
advertisers  alike,  then  there  is  little  differ- 
ence. Both  stations  are  providing  clients 
with  the  greatest  possible  assurance  of 
sales  success.  Spot  announcements  on  top 
rated,  big  coverage  WPTR  combined  with 
guaranteed  accessibility  of  your  product  to 
the  consumer,  make  us  your  best  media 
value  in  the  Northeast. 


({UvTL  —  From  a  4A  agency 
media  supervisor:  "...  in  addition  to  the 
very  fine  advertising  on  your  station  .  .  . 
the  continued  stress  on  good  merchandising 
assistance  is  a  very  large  added  plus  .  .  . 
(advertiser)  has  informed  us  that  they  have 
enjoyed  a  very  good  sales  year." 

I\  A  I  INb9  —  No  rating  service 
documents  merchandising  but  WPTR's  SO. 000 
watt  coverage  area  includes  more  super- 
markets. Result:  WPTR  advertisers  receive, 
for  example,  30  per  cent  more  A  &  P  stores 
than  delivered  by  other  stations. 

Because  WPTR's  50,000  watt  coverage  de- 
mands it. 

Your  East/man  can  explain  why  WPTR  is 
Radio  you  can  buy  with  confidence. 

Call  him. 


YES:  WPTR 

Albany-Troy-Schenectady 

VP  &  GEN  MGR:    Perry  S.  Samuels 


robert  e.eastman  *.  co.,m, 

ropraionting  major  radio  itationt 


PUBLISHER'S 
REPORT 


One  man's  view  of 
significant  happenings   in 
broadcast  advertising 


Are  web  radio  rates  too  high? 


"C 


an  he  REALLY  be  talking  about  network  radio?"  asked  a  station 
representative  after  reading  Edward  Ball's  letter  to  sponsor  on 
page  37  of  the  2  September  issue. 

Ed  Ball  is  director  of  advertising  at  Miller  Brewing.  His  letter  com- 
plains, in  allegorical  fashion,  of  increasing  network  radio  rates — an 
(Miniated  12%  in  1964. 

What  baffles  national  representatives,  and  others,  is  the  oddity  ol 
referring  to  network  radio  rates  as  too  high.  A  good  segment  of  the  in 
dustry  has  been  protesting  for  some  time  that  they're  too  low. 

Whether  media  rates  are  too  high  or  too  low  is  a  moot  question.  I 
Ed  Ball  says  they're  too  high  he's  the  best  judge  of  that.  He  knows 
what  he's  trying  to  accomplish  with  advertising  on  behalf  of  Millet 
High  Life  and  he  undoubtedlv  has  a  line  on  what  network  radio  is  do 
ing  for  him  in  relation  to  the  money  spent. 

But  since  he's  raised  the  point  I'd  like  to  add  my  nickel's  worth. 

I  wonder  whether  Ed  knew,  when  he  first  ventured  onto  the  AB( 
Radio  Network  in  1961.  that  he  was  buying  a  medium  at  tonnagt 
prices? 

Did  he  know,  when  he  renewed  in  1962  and  expanded  to  three  net 
works  in  1963,  that  rates  were  still  being  maintained  at  bargain  base 
ment  levels? 

Does  he  really  expect  that  the  rates  of  a  medium  that  isn't  even  pay 
ing  its  way  will  continue  unchanged  as  demand  for  it  grows? 

Network  radio  is  grateful  to  you.  Ed.  Your  sponsorship  has  giv< 
it  a  big  lift. 

But  you  can't  defy  the  laws  of  nature. 

And  it's  just  as  natural  for  network  prices  to  rise  as  it  is  for  advei 
tisers  to  provide  the  checks  and  balances  that  help  prevent  such  rise 
from  getting  out  of  line. 

Actually,  it's  good  for  net  radio  prices  to  start  climbing.  It  help-  al 
national  radio. 

National  spot,  which  in  many  ways  is  an  exceptionally  capable  am 
effective  advertising  medium,  has  found  its  growth  stunted  by  the  lo\ 
level  of  network  radio  pricing. 

We've  all  learned  that  subnormal  rates  do  not  add  attractiveness  t 
a  medium. 

The  demand  for  national  radio  will  improve  substantially  in  196 
if  I  read  the  signs  right.  This  goes  both  for  spot  and  network. 

\tu\  logical  pricing  will  do  much  to  convince  advertisers  that  radi 
has  moved  out  of  the  bargain  basement  and  respects  its  own  status. 


r^7^n/ 


SPONSOR     II.    si  I'll  MR1R    IW 


Flowers  by  Wire 


II,..    ..    •    '•"    "-«"•»* 
„„l...  ...  d.l«..tJ  *•»" 


WESTERN  UNION 

TELEGRAM 


.,  I  ..... 

.T_t» 


.1 


up*.  »tn*b 


JOHN  C0RP0R0N.  NEWS  DIRECTOR 

WDSU  RADIO 

520  ROYAL  STREET 

r— " To  =  -;»»;;;,- 

SEPTEMBER  12  AT  MINNEAPOLIS, 

RICHARD  D.  YOAKAM  AWARD  CO  CHAIRMAN 


We  thank  the  Radio  Television  News  Directors  Associa- 
tion for  this  recognition  of  our  never-ending  effort  to  keep 
our  fellow  citizens  alert  and  informed— for  the  good  of 
our  city,  state  and   nation. 


ffepresenfed  b,   John  Blair  &  Co 

WDSU-RADIO 


NEW  ORLEANS  ELDER  BROTHER  OF  WDSU  TV 


NBC 


(—with  thanks  to  Western  Union  for  the  advertisement  format) 
ONSOR     |6    Mill  MBER     I 


GLOBE- 
TROTTER 


One  picture  is  worth  10,000  miles. 

We  believe.  That's  why  our  news  direc- 
tors from  Grand  Rapids  and  San  Diego 
flew  to  Baghdad  for  the  first  film  report 
out  of  Iraq  on  how  communism  was 
handed  one  of  its  rare  defeats  Their 
handiwork  is  called  MISCHIEF  IN  THE 
LAND.  It  will  be  shown  on  all  five  Time- 
I  itc  Broadcast  stations.  So  will  another 
exclusive:  the  fast-moving  COMMON 
MARKET  OF  SPEED,  produced  by  our 
man  from  Indianapolis,  where  they  know 
something  about  auto  racing.  It  stars  |im- 
my  Clark  as  he  wins  two  Grand  Prix  races 
in  Europe  and  very  nearly  upsets  the 
"500."Ouraudien<  esget  this  unique  mix 
mi  tar  horizons  and  loc  al  impact  bee  ause 
we  planned  it  that  way,  and  because 
we're  lucky  enough  to  have  expert  guid- 
ance from  the  Time-Life  News  service 
around  the  world.  We  may  rack  up  many 
tens  of  thousands  of  miles  fort  hat  pi(  ture. 


Mrs.  McGrath  wants  a  program 

abOUt  parakeets.  She  may  not  get  it, 
but  at  least  we  know  about  Mrs.  McGrath. 
She  was  one  of  many  thousands  who  sub- 
mitted to  lengthy  interviews  by  sleuths 
from  the  Magid  Company.  The  Magid 
surveys  are  marked  TOP  SECRET-FOR 
MANAGEMENT  USE  ONLY,  and  guide 
our  managers  in  assessing  the  commu- 
nity's needs  and  desires  in  television  and 
radio  service.  Who  knows-there  might 
be  a  good  show  in  parakeets. 


WASHINGTON 


If  you  can't  join  'em,  beat  'em. 

Network  news  programs  from  Washing 
ton,  fine  as  they  are,  can't  cover  all  th 
stories  that  affect  particular  states.  Oi 
Washington  Bureaucan.  Bill  Roberts, Ca 
Coleman,  Norris  Brock  file  radio  and  T 
reports  daily  to  our  states  on  matters  < 
area  i  m  portance. They're  backed  by  mor 
than  20  of  Washington's  top  specialize 
reporters,  the  bureau  men  of  TIME,  LIF 
and  FORTUNE.  Thus  we  |oin  the  world 
most  important  city  to  our  audiences.C 
to  put  it  another  way,  Washington  b< 
comes  our  local  beat. 


10 


SPONSOR     It)    SUM  I  MBER    19j 


INTERNATIONAL 
FORUM 


OWNER- 
OPERATOR 


Kufy1  the  best  station  in  town. 

o  argument  Ilu-  town  was  Karat  hi 
Mblan  and  the  station  buill  In  Time- 
tc  Broad<  .ist  and  Philips  i>i  f  indhoven 
ml>  one  in  the  i  ountry  it  wen) 
i>  in  44.  days  tor  the  Pakistan  Interna- 
Dnal  I  r.uif  f  an  then  stayed  on  tl 
lonths  .ittfr  the  Fair  closed  demonstrat- 
■he  ability  oft  ommen  ial  television  to 
torm  instruct  and  entertain  .1  new-to- 
lur  International  Division 
issuhsi.inti.il  interests  in  Latin  Amerit  .1 
dvels  hjlt  .1  million  miles  .1  yeai  ser\  it 

g  them  .incl  seart  hing  out  new  o|>|"" 

mtifs  in  what  is  surely  the  wav< 
ture  world  television  broadcasting 


We  introduced  Sir  Zaf  rulla  Khan  to 

Mrs.  Martin   n  Grand  Rapids  and  to 

stations  neighbors  in  Indiana 
.ind  Minneapolis  as  well  1  he  UNG< 
nbly  President  w.is  one  ol  .1  n 
of  distinguished  stati  brought  to 

the  cities  where  <>ur  television  and  r.i- 
dio  stations  serve  the  (  ommunity    These 

itations   w< 
deepen  our  own  and  our  audient  es'  un- 
derstanding ol  the  world  s  peo| 

prod  • 

isihiliU 


Our  managers  manage. 

lionii 

ill  this 

"lork  also  initiati 

■ 
natioi 

■  l 


1    MIIIIBMV 

-    ' 
IM>    i\  v 
Mil  HH    vs 
MINNH01  v 


TIME 
LIFE 

BROADCAST 


3NS0R    hi   sMn  MK,  K    |.n,  ; 


II 


\ 


Most  Populous 
Square  Mile  In  America? 

"Funny  how  some  people  would  say  real  quick  .  .  . 
New  York,  maybe  a  few  blocks  of  Chicago,  Detroit 
or  even  L.  A.  . 

Too  bad  .  .  .  it's  really  so  easy.  All  folks  around  here 
do  is  look  up  at  the  TV  aerials.  Stands  to  reason  the 
most  populous  square  mile  is  in  the  most  densely  pop- 
ulated state.  That's  us  .  .  .  Rhode  Island.  The  square 
mile?  Central  Falls  .  .  .  just  north  of  Providence." 

But  then,  the  Providence  market  is  many  things.  Provi- 
dence is  chemicals,  textiles,  machine  tools  and  test 
marketing;  one  million  people  —  one  billion  consumer 
dollars.  Providence  is  Hyannisport,  Plymouth,  Fall 
River,  Worcester  and  New  Bedford  —  all  in  Massa- 
chusetts. Providence  is  Groton,  YYillimantic,  Putnam 
and  Norwich  —  all  in  Connecticut.  People  even  say 
Providence  is  Rhode  Island.  People  in  television  say 
Providence  is  \\  JAR-TV. 


r  ^T  .1. 


i'.  r  mmi.iI    print    -ull.tble 
in*:.   ..«..lt«.  your  card  or  <•■ 


FIRST  TELEVISION  STATION   IN   RHODE   ISLAND 


AN  OUTLET  CO.  STATION  NBC  —  Edward  Petry  &  Co.  Inc. 

SPONSOR     Hi    SF.PTl  mber    1! 


"SPONSOR-SCOPE 


II.    M    I'l  I    Mill    It     ; 


Interpretation    and    commentary 
on    must    Mtcnincanl    l\/r.ntm 
and  marketing  urn  \  nf  llie  week 


NAB  Rating  Council  report  won't  be  revolutionary,  but  it  will  provide  guidelines. 

Rating  Council  met  last  wreck  (sec  Washington  Week),  working  toward  final 
draft  Among  problems  -till  perplexing  members  are  reservation!  and  qualification! 
about  suggested  audit  procedures.    Nine  majoi  services  have  agreed  t"  principle  <>i 

accreditation  bj  council,  but  are  yet  to  agree  on  procedures.  Nielsen,  J ne,  beli< 

audit  doesn*t  totally  correspond  to  "realities*'  <>t  sampling. 

Meantime,  council  i»  hung  with  selecting  independent  1  ►< > « 1  >  t.i  act  •<-  auditoi 
of  services.  NAB  lawyers  are  -till  hard  at  work  on  another  phase:  legal  incorpora- 
tion (it  council,  iiiulci  NAB,  and  paralleling  Code  Authority. 

It  incorporated,  council,  and,  bj  extension,  all  NAB  members,  become  legall) 
responsible  for  accuracy  of  audited  reports.  This  would  be  unique  industrial  situa- 
tion: among  those  keeping  watchful  eye  on  the  legal  moves  is  anti-trusl  section  oi 
Justice  Department. 


Network  public  service  activity  began  to  level  off  last  season. 

Sponsored  hours,  total   hours,  and  number  of  shows   showed    little  change   in 

October-April  season,  according  to  A.  C.  Nielsen  compilation. 

Season  No.  Shows  Total  Hours  Sponsored  Hours 


1959-60 

39 

189 

90 

1960-61 

68 

271 

110 

1961-62 

78 

269 

143 

1962-63 

71 

145 

There  was  also  a  programing  shift  in  public  affairs  network  shows. 

While  hours  remained  about  the  same,  more  oi  it  moved  to  Sunday  afternoon, 
.Nielsen  also  notes. 


Season 

Total  Hours 
of  Public  Affairs 

Aired 

Sunday  Afternoon 

\ucd 
•line's 

1959-60 

1S9 

1960-61 

27] 

'.I 

1961-62 

269 

51 

1062-63 

5 

Those  stainless  steel  razor  blades  may  yet  help  electric  shaver  business. 

Ilai  trom  crimping  the  style  oi  electric  shavers,  the  long-lite  (up  to  -"  shai 
blades  could  shape  up  as  ubiggest  boost  in  1<)  years*1  foi  the  electrio-shavei  indui 
So  says  Shick  Inc.  president  Robert  F.  Draper,  who  points  a  finger  at  "Gillette's 
massive  promotion  of  its  new  stainless  steel  blades.*1 

Draper's  reasoning:  "It  people  are  influenced  by  longevity  oi  product  .md 
conomy  of  shaving,  then  the  ultimate  step  is  the  electric  shav< 

Shiek  currently  expects  to  Bell  "about  7,000,000**  shaver  units  this  year,  t 

dollar  volume  of  some  SI  20  million.    Firm  is  a  major  broadcast  ni 

ONSOR     16    SEPTEMBER    1963  IS 


"SPONSOR-SCOPE 


16  SEPTEMBER  1963 


Rising  media  costs  have  hit  advertisers  from  ail  directions,  not  just  broadcast. 

New  analysis  of  38  leading  magazines  from  Magazine  Advertising  Bureau 
shows  one-page  color  ad,  average  cost  per  thousand,  at  $6.21  in  1962  vs.  $6.11  a 
year  ago.   Black  and  white  page  average  is  $4.48  in  1962  vs.  $4.38  in  1961. 

While  combined  circulation  of  the  38  magazines  went  from  90.3  million  to  94.2 
million  in  1962,  combined  page  costs  for  four  color  ads  went  from  $552,100  in  1961 
to  $585,300  in  1962. 


Department  stores  in  the  future  may  follow  a  trend  to  "shop"  merchandising. 

A  recent  survey  of  U.S.  department  stores  by  the  National  Retail  Merchants 
Assn.  revealed  the  following: 

►  Five  out  of  six  large  department  stores  today  have  at  least  one  "shop"  or 
boutique,  with  the  emphasis  on  assembling  apparel  and  accessories  which  customers 
would  otherwise  have  to  purchase  in  several  departments. 

►  One  out  of  five  (21%)  of  store  heads  who  took  part  in  the  survey  predicted 
that  the  "departmental"  system  in  stores  will  eventually  give  way  to  a  complete 
"shop"  system. 

One-stop  shop  trends  put  added  emphasis  on  radio-tv  pre-selling. 

Negro  performers  are  making  more  strides  in  broadcast  media  programing. 

On  the  heels  of  recent  pressure  by  CORE  and  NAACP  (See  sponsor,  9  Sept.), 
programers  are  beginning  to  design  more  shows  using,  and  appealing  to,  Negroes. 

Example:  WPIX,  New  York,  which  is  launching  Showtime  At  The  Apollo  on 
21  September  in  a  late-night  Saturday  slot.  Independent  station  hails  it  as  "New 
York's  first  all-Negro  television  variety  program."  Sponsor  is  Posner's  Distributing 
Corp.,  on  behalf  of  its  beauty  aids. 


Two  hottest  fads  in  college-age  market  are  getting  lots  of  merchandising  push. 

Hollywood's  Clayton  Organization  has  been  named  "exclusive  production  and 
merchandising  representative"  by  the  U.S.  Surfing  Assn.,  and  plans  are  in  the  works 
for  a  special  tv  "surfing  spectacular." 

With  MGM  launching  a  musical  feature,  "Hootenanny  Hoot,"  in  saturation 
bookings,  and  with  ABC  TV's  Hootenanny  series  gaining  rating  momentum,  there's 
a  real  upswing  of  interest  in  merchandising  gimmicks  involving  folk  music.  One  such 
will  be  a  bi-monthly  magazine  aimed  at  this  market. 


That  new  agency  specializing  in  kiddie  market  has  a  big  tv  project  in  the  works. 

Helitzer,  Waring  &  Wayne  recently  commissioned  a  tv  production  of  "The  Cow- 
boy &  The  Tiger,"  an  off-Broadway  show  staged  by  Sonny  Fox,  whose  Wonderama 
on  WNEW-TV  is  a  strong  New  York  moppet  tv  draw. 

Of  the  10  commercial  minutes  in  the  show,  seven  are  now  sold  (Nestle,  Irwin 
Corp.,  Transogram).  The  hour-long  musical  special  will  be  produced  in  New  York, 
televised  on  a  spot  basis  in  25  major  markets  on  28  November,  Thanksgiving  Day. 

14  SPONSOR/16   SEPTEMBER    196 


Tell  us  who 
you  want  to  sell 


our  Bull's  Eye  Marketing  Service  will  dig  into 

Jtional  Survey  =1  and  find  them  for  you.  Large 

lilies,  big  spenders,  college  grads ...  it  doesn*t 

atter.  America's  most  influential  group  of  radio 


stations,  the  Blair  Group  Plan,  will  come  up  with 
an  audience  tailor-made  to  your  needs. 
P.  S.  If  you  don't  write  this  small,  drop  us  a  line  and 
we'll  send  you  the  big  daddy. 


I  the  nea-ejt  o"  ce   New  York-717  Fifth  Avenue.  New  York  22.  New  Yo'«    Chlcajo-«4S  North  Michigan  Avenue.  Oicego 11.  Mlincs    Mi 

N  E  .  Atlanta  9    Georgia    Bo»ton-"S  Newbury  Slraal.  Boston  18.  Massachusetts     Dallaa-KTS  S 
ird  W    Building    7990  Wall  Grand  Boulevard.  Octroi!  2.  Michigan     Los  Anj.i..    .wo  w    all    .  •: 
1  Blvd  .  Philadelphia  3.  Pennsylvania    St.  Louis -630  Paul  Brown  Bldg  .  St   Louie  1.  Missouri.  San  r 


IK/16  si  ru  \iber  1963 


Avenue.  Oicego  n.  mmou.  AWaoU-1175  P— ctv-  jt  the 

uthland   Ce                               '•■««     D*t'o.t    •  ...-  f*  BLAIR 

Loa  Ang*  •                      i    Ptiiiaoeip-    ,  tf\  CROUP 

laeo-'M  Sansome  St     San  Fra-v:  sco  4    ;«    •.-•-  ■  >£/  PLAN 


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SKW-TV 

that 

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MM  \-tim.  t»  I  >  \  1-H'N 
KDU  is. 


•  ad 


President  and  Publisher 
Norman  R.  Glenn 

Executive  Vice   President 
Bernard  Piatt 

Si  im  t.uy-  Treasurer 
Elaine  Couper  Glenn 


EDITORIAL 

Editor 

Robert  M  Grebe 

Executive  Editor 

Charles  Sinclair 

Art  Editor 
John  Brand 

Senior  Editors 
H.  William  Falk 
David  G.  Wisely 

Associate  Editors 

Jane  Pollak 
Barbara  Love 
Audrey  Heaney 
Niki  Kalish 
Jacqueline  Eagle 

Copy  Editor 
Tom  Fitzsimmons 

Assistant  Editor 
Susan  Shapiro 

Washington  News  Bureau 
Mildred  Hall 


ADVERTISING 

Southern  Manager 
Herbert  M.  Martin  Jr. 

Midwest  Manager 
Paul  Blair 

Western  Manager 
John  E.  Pearson 

Mid-Atlantic  Editor 

John  C.  Smith 

Production  Manager 

Mary  Lou  Ponsell 

Sales  Secretary 
Mrs.  Lydia  D.  Cockerille 


CIRCULATION 

Manager 
Jack  Rayman 

John  J.  Kelly 
Mrs.  Lydia  Martinez 
Gloria  Streppone 
Mrs.  Lillian  Berkof 


ADMINISTRATIVE 

\ssist.ini  to  the  Publishei 
Charles  L.  Nash 

V  counting 
Mrs.  Syd  Guttman 
Mrs.  Rose  Alexander 

i  leneral  Sen ices 
George  Becker 
Madeline  Camarda 
Michael  Crocco 
Dorothy  Van  Leuven 
H  Ame  Babcock 


*555  FIFTH 


Letters  to  the  Editor 
and  Sponsor  staff 


Customers  won't  buy  contempt 

I  have  just  read  your  "Secret  In- 
gredient of  Failure"  in  the  2  Sep- 
tember issue  of  sponsor,  and  shout 
"bravo"  —  particularly  for  nailing 
one  large  factor  down:  contempt  for 
people. 

He  who  aims  for  the  lowest  com- 
mon denominator  will  get  their  at- 
tention, briefly,  until  the  next  com- 
mercial comes  along.  But  get  the 
attention  of  the  intelligent  buyer, 
sell  him  on  your  product  with  facts 
and  rationality  (not,  of  course,  dis- 
counting fun),  and  you  have  a  cus- 
tomer. 

Could  you  tell  me  which  com- 
mercials are  Mr.  Muller's?  I'd  like 
to  watch  for  them. 

Jacqueline  Keiper 

Edward  Gottlieb  &  Assoc. 

New  York 

What's  that,  Warren? 

Inasmuch  as  your  book  normally 
stays  in  our  local  sales  department, 
I  have  just  now  read  your  delightful 
and  hilarious  article  of  29  July  1963 
entitled  "Try  Green  Split  Poo  Seep." 

In  all  immodesty,  I  hereby  sub- 
mit the  following  blunder  which 
was  heard  in  February,  1962,  by 
the  audience  of  KPHO-TV,  Phoenix 
when  I  was  employed  there  as  a 
staff  announcer. 

A  syndicated  film  program  was 
on  the  air,  and  1  was  in  the  an- 
nounce booth  taping  the  following 
day's  audio  portion.  The  film  airing 
at  the  time  broke.  The  director 
asked  me  to  request  our  audience 
to  "please  stand  by  one  moment."  I 
complied.  A  minute  or  so  passed 
and  the  film  was  still  being  spliced 
so  I  opened  my  mike  switch  and 
emitted  the  following:  "Please  stand 
by,  our  technical  difficulties  will  re- 
sume in  a  moment." 

P.S.  I  did  not  leave  KPHO-TV 
until  a  year  and  a  half  later. 

Warren  W.  Cereghino 
announcer-director 
KOVR,  Sacramento 

Comments  on  the  new  Format 

Your  new  SPONSOR  format  is  sim- 
ply ingenious!  With  such  depart- 
mentalization, the  book  is  not  only 


more  time-Saving,  but  a  great  de 
more  exciting. 

One  amazing  thing  about  seoxsc 
is  that  despite  your  continuing  su< 
cess  you  arc  constantly  restless 
improve  your  product. 

Best  wishes  for  continued  pro; 
ress! 

Jacob  A.  Evan 

Vice  president,  central  divisic 

Television  Bureau  of  Advertisir 

New  Yoi 

Your  new  format  is  excellent. 
Please  have  your  circulation  d 
partment  issue  me   a  subscriptic 
and  send  it  to  my  home. 
Best  w  ishes. 

Joseph  P.  Dougherl 

vice  presidei 

WPRO-TY.  Providenc 


Just   a  couple  of  issues  back 
most  complimentary  story  appeare 
in  sponsor  about  TvAR's  San  Frai 
Cisco  seminar. 

In  this  note  I'd  like  to  be  equal 
complimentary  to  you  and  your  sta 
for  sponsor's  new  look.  I  think  til 
format  is  an  excellent  one.  one  th;l 
certainly  should  add  to  sponsoiJ 
productivity  for  advertisers. 

Robert  McGredl 
Executive  vice  preside| 
Television  Advertising  Re 
\V\v  Yo 


\s  a  subscriber  for  many  years 
Time  Magazine,  as  well  as  U. 
News  and  World  Report,  my  r 
action  is  favorable  to  your  repac 
ing  project.  Of  course,  the  oth 
two  news  magazines  are  handle 
similarly  to  what  you  have  pr 
posed  in  your  Publisher's  Report. 
September. 

I  would  also  like  to  take  this  o 
portunity  to  thank  you  and  yoi 
stall  for  a  very  fine  article  on  tl 
WJW-TV  personality  Ghoularc 
appearing  in  your  2  September  i 
sue.  \\  e  are  all  grateful  to  spovsc 
Magazine. 

Robert  S.  BuchflJ 

general  managi 

WJW-TV,  Clevelai 


..Unquestionably  the  funniest,  zaniest,  most  hilarious  TV  pro- 
im  series  ever  produced  for  children— and  its  all  brand  new!" 

DICK  CARLTON.  Vtce  President  I  Genenl  Silts  MeMpr,  Trjn-. 


5 


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1 


JOEY  FAYE       MICKEY  DEEMS 


MYER 


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• — .       ■     . 


TO. 


to 


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IS 


I  =;parate  programs!  11VS  minutes  each!  Screen  it  now!  Audition  prints  available  immediately. 
US-LUX  TF1FVISION  CORPORATION  nfwyork  .  rmrAm  .  hoi  uwnnn  ■  miami  rfach  , 


STILL  THE  MOST 
IMPORTANT 
COMPUTER  IN 
THE  BUSINESS 


This  compact  data  processing  system 
is  located  in  the  back  of  the  buyer's 
mind.  It  prevents  buying  disasters,  en- 
courages buying  triumphs.  Output: 
Cheering  go-aheads,  damping  danger 
signals,  memorable  advertisements, 
noteworthy  call-letters,  unusual  tech- 
niques, good  ideas.  Input:  SPONSOR, 
notably  — all  broadcast,  all  buying. 
SPONSOR  programs  the  necessary  news; 
thoughtfully  probes  for  meaning;  per- 
ceptively reports  trends,  up,  down,  on, 
off.  And  the  more  important  non-human 
computers  become— the  more  our  hu- 
man friends  will  be  relying  on  SPON- 
SOR, the  broadcast  idea  weekly  that 
brings  to  the  moment  of  decision  many 
messages  (including  station  advertis- 
ing). 555  Fifth  Avenue,  New  York  17. 
Telephone:   212   MUrrayhill   7-8080. 


"CALENDAR 


The  when  and  where 
of  coming  events 


SEPTEMBER 

ABC  Radio,  regional  affiliates  meeting, 
St.  Regis  Hotel,  New  York  (17) 

Radio    Advertising   Bureau,   management 

conferences.  The  Holiday  Inn  -  Central, 
Dallas  (16-17);  Gideon-Putnam,  Saratoga 
Springs,  X.  V.  (23-24);  O'Hare  Inn,  air- 
port, Chicago  (30-1  October);  Rickey's 
Hyatt  House  Hotel,  Palo  Alto,  Calif.  (3-4); 
Town  House  Motor  Hotel,  Omaha  (7-8); 
The  Executive  Inn,  Detroit  (14-15) 

New  York  State  AP  Broadcasters  Assn., 
banquet  and  business  sessions,  Gran-View 
Motel,  Ogdensburg  (15-16) 

Louisiana  Assn.  of  Broadcasters,  conven- 
tion, Sheraton  Charles  Hotel,  New  Or- 
leans (15-17) 

Rollins  Broadcasting  Co.,  stockholders 
meeting,  Bank  of  Delaware  Building,  Wil- 
mington, Delaware  (17) 

American  Assn.  of  Advertising  Agencies, 
Western  region  convention,  Mark  Hopkins 
Hotel,  San  Francisco  (17-19) 

Advertising  Federation  of  America,  10th 
district  convention,  Commodore  Perry 
Hotel,  Austin,  Texas  (19-21) 

American  Women  in  Radio  and  Televi- 
sion, southern  area  conference,  Columbus, 
Ga.  (20-22) 

Florida  Assn.  of  Broadcasters,  fall  confer- 
ence and  board  meeting,  Grand  Bahama 
Island  (21) 

Nevada  Broadcasters  Assn.,  1st  annual 
convention,  Hotel  Sahara,  Las  Vegas  (23- 
25) 

Assn.  of  National  Advertisers,  workshop, 
Nassau  Inn,  Princeton  (26-27) 

New  Jersey  Broadcasters  Assn.,  17th  an- 
nual convention,  Colony  Motel,  Atlantic 
City,  N.  J.  (30-1  October) 

Georgia  Assn.  of  Broadcasters,  regional 
meetings,  Athens,  Rome,  Thomaston,  Al- 
bany, Statesboro  (30-4  October) 

OCTOBER 

Advertising  Research  Foundation,  9th  an- 
nual conference,  Hotel  Commodore,  New 
York  (1) 

CBS  Radio  Affiliates  Assn.,  10th  annual 
convention.  New  York  Hilton  Hotel,  New 
York  (1-2) 


Direct   Mail   Advertising  Assn.,  46tl 
nual  convention,  Pittsburgh  Hilton, 
burgh  (1-4) 
Missouri   Broadcasters   Assn.,   annuall 
convention,  Missouri  Hotel,  St.  Louis 
Sales  Promotion  Executives  Assn.,  2nc| 
nual    Southwest    Sales    Promotion    \\l 
shop,  Statler-Hilton  Hotel,  Dallas  i-lJ 
Advertising    Federation    of    AinericaJ 
district  convention,  Memphis  (5-6) 
Nebraska  Broadcasters  Assn.,  annual 
vention,  Scottsbluff  (6-8) 
Kentucky  Broadcasters  Assn.,  fall  meq 
Downtown  Motel,  Owensboro  (7-9) 
New  York  University's  Division  of 
eral  Education,  editorial  layout  work 
New  York  (7-9) 
International  Film  Festival  of  New 
Barbizon-Plaza  Hotel,  New  York  (8-1 
Advertising   Federation   of   AmericaJ 
district  convention,   Norfolk  (10-12) 
American  Women  in  Radio  and  Tel 
sion,  west  central  area  conference,  ! 
day  Inn  South,  Des  Moines,  Iowa  (1 1 
Society  of  Motion  Picture  and  Telev 
Engineers,    94th    semi-annual    techl 
conference,      Hotel      Somerset,     Bfl 
(13-18) 

Assn.   of   National   Advertisers   advafl 
advertising    management    course,    1 
Moraine-on-the-Lake,  Highland  Pari] 
linois  (13-18) 
National  Assn.  of  Broadcasters,  fall  | 
ferences,  Statler-Hilton,  Hartford  (14 
Leamington   Hotel,   Minneapolis  (ll 
Pittsburgh -Hilton,   Pittsburgh  (21| 
Americana,  Miami  Beach  (24-25) 
Indiana   Broadcasters'    Assn.,    15th 
versary  convention,  French  Lick  Si 
Hotel,  French  Lick,  Indiana  (16-18)  | 
Texas  Assn.  of  Broadcasters,  fall 
tion,  Cabana  Hotel,  Dallas  (20-21) 
Mutual     Advertising     Agency     Net 
meeting,  Palmer  House,  Chicago  (24| 
American  Women   in   Radio  and  T«| 
sion,   board  of  directors   meeting, 
Hotel,  Tulsa  (25-27) 
Institute  of  Broadcasting  Financial 
agement,    3rd    annual    general    mwl 
New  York  Hilton.  New  York  (28-30) [ 
National  Retail  Merchants  Assn.,  si 


seminar,  Commodore 

(31-1  November) 


Hotel,    New 


Next  week  in  Sponsor 

More  than  meets  the  eye 

Secret  of  reaping  maximum  sales  benefits  from  tv's  abstract 
stimulus  and  capitalizing  upon  the  parallel  experience 
principle  lies  not  only  in  presenting  a  multiplicity  of  varied 
commercial  scenes,  but  in  depicting  scenes  which  encour- 
age  the   viewer   to   create    his   own    parallel    experience. 


SPONSOR     It.    SI  PTEMBKR     - 


k\.\Al. 


PILLARS  OF  THE  COMMUNITY 

mother- (wiiose  arms  is 


■  ".hat  Mrs  Rod  Browning,  who  has 
[old  son,  Mitchell,  and  is  a  member  of  the  Edgar 
|Allan  Poe  PTA  in  Houston ' 

nd  that  cad  with  the  artful  eyes  — isn't  he  Bob 
'•'      jder,  vestryman,  husband  of  charming  P 
[father  of  three,  and  salesman-about-Houston' 

She  is,  indeed  And  so.  indeed,  is  he 
'And  the  two  of  them,  on  KHOU-TV,  are  playing  the 
leads  in    The  Importance  of  Being  Earnest"  with 


Houston  n  i  feel- 

nere  never  was  a  t 
Oscar  s  play  in  London  or  Nev. 

Gifted  amate. 
been  ape. 

ting  them  on  the  air  in  p-  CORINT- 

stations  bring  them  to  the  whole  commun  •. 
doing  so.  they  buMc  ible  rapport  be- 

tween station  and  community 


id? 


W& 

<*  « 


k 


aor? 


a 


^*     A  mOL  T\ 

>*«.  norv 
♦  MM  r. 


THECORINTHIAN  STATIONS 


SPONSOR     |6    NttMlMRER     1963 


21 


3 


COMMERCIAL 
CRITIQUE 


Trends,  techniques  new 
styles  in  radio/tv 
commercials  are  evaluated 
by  industry  leaders 


MUSIC  TO   SELL   BY 

ALAN    SCOTT   &    KEITH    TEXTOR   (Scott-Textor  Productions) 


EARNING  a  living  in  the  field  of  mu- 
sic is  a  problem  many  college 
graduates  will  face  this  fall.  Job 
opportunities,  even  among  profes- 
sional musicians  who  have  estab- 
lished careers,  are  at  a  premium. 

Where  can  graduates  turn  to  get 
a  foothold  on  a  career  in  music,  and 
at  the  same  time  earn  a  decent  sal- 
ary? The  answer  to  that  question,  to 


- 


used  original  music.  Today,  almost 
all  do.  Moreover,  there  has  been  a 
500%  increase  in  the  use  of  music 
in  sponsor  messages.  In  fact,  the 
approximate  sum  that  advertisers 
spend  yearly  on  musical  jingles  is 
close  to  $19  million  and  that  figure 
is  growing. 

Writing  commercial  music  these 
days  requires  a  staff  made  up  of 


TODAY,  almost  all  commercials  "use"  music.  Moreover,  there  has  been  a  500%  in- 
crease in  the  use  of  music  for  sponsor  messages,  creating  a  large  and  lucrative  field 


the  average  music  major,  seems  as 
hard  to  find  as  the  lost  chord  but 
actually  it's  simple. 

There  are  tremendous  opportuni- 
ties for  graduates  in  creating  orig- 
inal music  for  radio  and  television. 
It's  strange,  but  it  seems  that  this 
outlet  for  musical  talent  is  virtually 
unknown  at  the  college  level. 

Our  business  has  expanded  rap- 
idly in  the  past  five  years,  mainly 
because  advertisers  have  become 
more  competitive  in  getting  the 
public's  attention,  and,  as  a  result, 
commercials   and    jingles   are   more 

ambitious,  more  imaginative,  and 
therefore,  need  more  talent  to  pro- 
duce them. 

Musk  -to  sell-by  in  radio  and  tv 
his  expanded  to  such  a  degree  ilmt 
man)  firms  are  looking  toward  the 

iduate  lor  help.  Five  years  ago, 
''"Hi  ■">'•   ol  all  commercials 


22 


varied  talent:  lyricists,  composers, 
arrangers,  copyists,  technicians, 
sound-men,  vocalists.  All  have  to 
have  a  thorough  musical  back- 
ground. 

If  a  novice  starts  as  a  copyist,  he 
can  work  up  to  an  arranger,  com- 
poser, lyricist,  or  into  production 
if  he  prefers.  It's  not  a  one-way 
street.  In  laet,  it's  a  chance  for  ad- 
vancement in  a  field  that's  expand- 
ing in  all  directions. 

For  example,  we've  been  doing 
complete  scores  lor  public  service 
films,  educational  films  and  extra 
help  is  needed  on  such  large  proj- 
ects. So  main  corporations  fre- 
quently assign  you  to  do  the  scor- 
ing lor  an  educational  film  which 
might  run  an  hour  or  two.  A  musi- 
cian who  is  fresh  out  of  college  has 
the  attributes  and  talents  to  bring 
to  this  held:  the  knowledge  of  mu- 


sic, sense  of  timing  which  is  so  in 
portant,  and  creativity  to  build  tf 
emotional  image  in  the  mind  of  tr 
public. 

As  far  as^  financial  compensatio: 
here's  an  approximate  comparisc 
scale  which,  we  feel,  speaks  ft 
itself: 

y  Symphonic  instrumentalis 
may  earn  from  $90  to  $350  a  wee 
but  seasons  and  bookings  are  e 
ratic. 

►  Teaching  in  public  schools  va 
ies  from  a  start  of  about  $4,00 
building  to  perhaps  $8,000  over 
span  of  years. 

►  An  associate  professor  at  a  tc 
college    might    earn    as    high 
$12,000. 

y  If,  after  years  of  study,  a  coi 
cert  career  is  the  goal,  the  cost  < 
one  or  more  recitals  can  run  fro: 
$200  to  $2,000  each,  dependir 
upon  locale  and  sponsorship. 

y  Incomes  in  dance  bands  vai 
widely.  Salaries  can  be  as  little  ; 
$60  a  week  or  as  much  as  $300,  d 
pending  upon  the  reputation  of  tl 
band  and  available  dates. 

This  approximate  scale  pom 
out  the  "hit-and-miss"  financi 
schedule  in  most  musical  fields 

On  the  other  hand,  our  field  o 
fers  a  security  and  an  establish^ 
salary  which  the  graduate  wor 
find  elsewhere.  The  field  is  wid 
open  for  the  kids  coming  out  of  cc 
lege — they  just  haven't  been  mac 
aware  of  the  opportunities  awai 
ing  them. 


SCOTT   &    TEXTO 


Jingle  kings  Alan  Scott  (left)  at 
Keitli  Textor  of  Scott-Textor  Pr 
duct  ions,  have  created  more  tli- 
400  musical  commercials  for  rarl 
and  television.  Among  these  a 
spots  for  General  Mills.  Iiisli  Ink 
national  Airlines,  Ford,  Buick,  Li 
gett  &  Myers,  Falstaff  Beer,  (• 
lotto.  American  Telephone  ai 
Telegraph,  Frigidaire,  and  R( 
Victor.  Scott,  the  lyricist,  Inc. 
writing  during  his  spare  time  in  la 
school.  Composer-arranger  IV\t 
began  b>  forming  a  vocal  uroi 
after  the  close  of   World   War  1 


SPONSOR    It)   si  in  miiir    196 


^m  i 


I 


THIS  FALL 

THE  STARS 

ADDRESS 


IS  CBS® 


le  most  dazzling  cluster  of  stars  ever  to  form  a  single  galaxy  of  entertainment  will  soon  light 
u  the  channels  of  the  CBS  Television  Network.  But  however  many  pages  this  display  requires 
ad  however  deft  Al  Hirsehfeld's  sketches  may  be,  they  can  barely  scratch  the  surface  of  the 
iiposing  spectacle  the  network  will  bring  to  the  screen  in  the  weeks  and  months  ahead.  Since 
Ms  both  accountable  and  responsive  to  the  diverse  character  and  tastes  of  185  million  people, 
tt  new  season's  schedule  will  contain  things  of  interest  and  enjoyment  for  all.  if  not  forev< 
b;ly  at  the  same  time.  The  single  constant  has  been  to  make  each  thing  the  best  of  its  kind . . . 


SUNDAY 


Thus  this  coming  season  the  network  will  make  significant  additions  to  its  unprecedented  an- 1 
of  stars.  It  will  bring  to  television  for  the  first  time  on  a  weekly  basis  such  superb  artists 
Danny  Kaye  and  Judy  Garland.  It  also  breaks  new  ground  with  two  powerful  dramatic  serie 


l  Th«Tw«ntl«th  Cantury  2  Mltter  Ed  3  lassie  4  My  Favorite  Martian  5  Th*  Ed  Sullrvan  Show  6  The  Judy  Garland  Show  7  Candid  Camrra  ■  What's  My  Una? 


MONDAY 


sunique  action  program  springing  from  our  national  history  entitled  the  great  ad  ventvkk 
ad  a  drama  of  contemporary  life  in  a  crowded  metropolis,  east  side/  west  side,  starring 
'<?orge  C.  Scott.  Then,  too,  the  network  will  return  Phil  Silvers  to  his  accustomed  pla  :de 


2  -    -  3       ■  "  >t  •  S*;~r.  4  •  5  I  •  -Jt  SN*«  •  "  1  H  >Vt»*  3-  *. 


TUESDAY 


Lucille  Ball,  Jack  Benny,  Dick  Van  Dyke,  Jackie  Gleason,  Andy  Griffith,  Red  Skelton,  Dan 
Thomas,  and  the  Beverly  Hillbillies— companions  who  have  amply  proved  that  no  form  of  te 
vision  entertainment  is  a  surer  avenue  to  great  audiences  than  top-flight  comedy. To  add  t 


l  Marshal  Dillon  2  Th»  R«d  Skolton  Hour  3  P«lticoat  Junction  4  The  Jack  Benny  Pfofl'tm  5  The  Gairy  Moore  Show 


WEDNESDAY 


psential  ingredient  of  variety  the  CRS  Television  Network  will  again  present  thoa 
wentive  impresarios  Ed  Sullivan  and  Garry  Moore.  And  the  network,  itself  an  impresario, 
ill  enliven  the  season  and  enlarge  the  medium's  following  with  a  diverse  and  distingu: 


2  3  4  5  6 


THURSDAY 


schedule  of  special  programs,  among  them:  "Elizabeth  Taylor  in  London''  with  script  by  S.. 
Perelman;  the  American  television  premiere  of  England's  Royal  Ballet  with  Dame  Marg< 
Fonteyn;  an  exciting  musical  hour  with  Robert  Goulet  and  Carol  Lawrence;  a  90-minute  mus 


.vord  2  R;i*hlde  3  Pffry  Mn  ,on  4  Tfio  Njrio* 


FRIDAY 


starring  Carol  Burnett  as  "Calamity  Jane." Equally  "special" for  the  nation's  sports  fans  is 

network's  spectacular  panorama  of  sports,  beginning  for  the  second  successive  season  with 

:clusive  coverage  of  nfl  professional  and  ncaa  college  football.  In  the  area  of  information 


•t  A<N*ntu<«  2  Rout*  66  3  Twl  gM  ."on.  4 


SATURDAY 


i 


CBS  News  will  greatly  strengthen  its  coverage  of  the  day's  news.  Twice  each  day  half-hoi 
news  broadcasts  with  Walter  Cronkite  and  Mike  Wallace  will  present  the  reports  of  CBS  New 
major  domestic  and  foreign  correspondents  on  the  latest  events  breaking  in  their  respectr 


% 
SB 


1  i  Show  2  Tho  Now  Phil  Silvers  Show  3  T  i  4  Gunsmoka 


CBS  NEWS 


jtors.  In  longer  perspective,  a  new  series  entitled  roots  of  freedom  will  dramatize  the  i 
?pts  of  liberty,  democracy,  law  and  ethics  throughout  the  world,  traveling  to  such  historic 
?nters  of  inspiration  as  Athens,  Rome,  and  the  Holy  Land.  Once  again, as  in  past  ,the 


•  s/CeS  Ev«nlng  News/CBS  Rorcrts/Chronicte/Rooli  of  Fr»<K)om.  •       I  o«/F»c»Th«  M*t*fl/L<x- 


L 


SPORTS 


chances  are  that  the  American  people  will  find  their  greatest  rewards  and  satisfactions  in  th 
program  schedule  of  the  CBS  Television  Network.  For  its  programs  have  been  compounde 
into  a  mixture  of  matchless  entertainment  and  penetrating  insights  into  the  events  of  our  tim< 


'ootball  gam»»/24  NCAA  football  gamsj/Btunbonnot,  Gator,  Cotton  and  NFL  Playoff /Sunday  Sports  Spectacular/Masters  Golf  Tournament/Triple  Cto.sn/PGA 


SPECIALS 


*bove  all,  the  new  schedule  reflects  the  network's  response  to  the  expanding  tastes,  Bophis- 
ication  and  awareness  of  the  nation's  viewers,  who  more  and  more  arc  demanding  no  l< 

nan  the  best  in  what  thev  see  on  the  air. Thus  it  is  no  accident  that  THE  STARS'  ADDRESS  IS  CBS  3 


itMthTaylot  in  London  3  B  4  •    5  H.  -!:.  i,  6  8 

:  Ony  P«/«o>  10 


llrt-.j.   Am.  .-nt»»0«>/Th«  Man  W»     fc>      j- :  I  >  •       ■ 


It's  U.S.  Steel,  in  Duluth.  Take  a  second 
look  at  the  Duluth-Superior-PLUS  market 
—it's  bigger  than  you  think!  Bigger  be- 
cause KDAL-TV  now  delivers  Duluth- 
Superior-p/us  coverage  in  three  states 
and  Canada— through  18  licensed  trans- 
lator stations! 

So  Duluth-Superior-plus  is  now  bigger— 
a  quarter  of  a  million  TV  homes,  the  second 
largest  market  in  both  Minnesota  and 
Wisconsin.  And  who  delivers  it  all?  Only 
KDAL! 


Du  luth-Superior-Plus 
VC     3^VI        2nd  largest  market 
m  lijru/ ***•*«._..    ,n  b°tn  Minnesota 
A  WGN  STATION    ^wuam** 


KDAL-CBS-RADIO-TELEVISION  3  REPRESENTED  BY  EDW.  PETRY  &  CO..  INC.  AND  IN  MINNEAPOLIS/ST.  PAUL,  BY  HARRY  S.  HYETT  CO. 


SPONSOR   I 


Spot   tv   soars   to    new    high 

hme  billings  hit  $4-4-2.9  million  in  first  half  of  1963 
with  increased  spending  in  most  classifications 


m  i\  advertising  pushed  Foi 
ward  to  record  heights  in  th> 
st  hall  "I  I1"'  I  I  e\e\  ision  Bureau 
advertising  reports  gross  time 
Dings  foi  the  medium  in  the  pe 
ul  were  s  1 1-  l»  million,  a  sharp 
crease  from  last  v<  ai  s  s  171.5  mil- 
>n 

In  the  second  quarter  alone,  na 

ii. il  .uhI  regional  spot  t\  advertis- 

lg  expenditures  ruse   18.5       based 

I  .in   analysis  ol     130  stations   n- 
)rtiii'j.  to   V   C.    Rorabaugh   both 

ar  .md  List  ( .ross  time  bill- 
kgs  for  the    l'K>o  second  quarter 

i.  §223  1  million,  compared  with 
ISm  I  million   in   the  like  quarter 

\c.ii  ago. 

Contributing  greath  to  the  1963 
rst  li.tll  sumo  were  such  advertis 

s  .is;  Procter  e<  Gamble  with  Jan- 
,ir\  -June  billings  ol  $3  1  I  million. 

.unst    no.iiK    s  »2    million    in    the 

182  first   half;  Colgate-Palmolive, 

I I  8  million  tins  \(  ar  \ s.  $10.8  mil- 

in  a  year  ago;  Bristol-Myers,  s12.  1 

illion    \s     $6.3    million;    Alberto 

ulver,    s7.o'    million    against    $  t  8 

illion.  General  Mills,  $7.1  million 

S  1.3   million,    and    lntcrn.ition.il 
atev  $4.7  million  \  s.  $1,7  million. 

Vmong  the  31  product  classifica- 
ins.  only  six  showed  declines  in  the 
st  half,  none  ol  which  were  in  ijor. 
cnt.il   products,    which   soared   .i 

ii  igo  on  the  strength  ol  hea>  \ 
toride  promotion,  showed  billings 

18.6  million  in   I963's  first  half, 
mpared  w  ith  $10.2  million  in  the 
\   months    a    year   ago.    Sporting 
iods  and  to\s.  ending  a  long  up- 
ard    swim.;,    tell    to    $2.5    million 
gainst    $3.2   million    in    I962's   first 
.ilt    Notions,  pet  products,  t\   and 
ulio   sets    .md    the    miscellaneous 
-.u  ket  were  the  otlit  h 
But  show  ing  strong  upw  ard  move- 
ent    were    man)    product    classes 
he  major  one.  food  and  grocer) 
©duets,  hit  $1 1  1.3  million  in  the 
h.iltot  1963,  against  $100.4  mil- 
.  \  ear  a  no.  ('osmetics  and  toi- 


letries advertising  had  I  *  **  > ;  !>il!i 

ol  $  1 1  o'  million  \  s.  $  >  >  'i  milli 

I'MiJ       \li       In  c  I     .md    w  MM      i 

was  $35.6  million  aeainsl  $28.7  mil 


lion  last  m  it     mtomoth  8  8 

million    i  oiuji  in  d  with  x  1 1  >  mil- 
lion las' 
di  inks    ti  ital    w  as    $  15   milli'  H 


li'imniiiiiiiiiiiiiiiiiiiintiniiiiniiiiiiiiiiiriiiiiiiiiiiniiiiiiiiiii 

SI   II      I.I     1            1        B      I.'  HI  tBAl   .11 

SPOT  TV  PRODUCT 

CLASSIFICATIONS 

Jan. June  1963           Jan. June  1962 

Agriculture 

$       689,000 

$       487,000 

Ale,  Beer  &  Wine 

35.626.000 

28,673.000 

Amusements,  Entertainment 

1,430.000 

998.000 

Automotive 

16,584,000 

11.467,000 

Building  Material,  Equipment. 
Fixtures,  Paints 

2.262,000 

1.455,000 

Clothing,  Furnishings,  Accessories 

8.502,000 

4,407,000 

Confections  &  Sort  Drinks 

35.054.000 

26,796.000 

Consumer  Services 

13,235,000 

12.152.000 

Cosmetics  &  Toiletries 

44,565.000 

35.861.000 

Dental  Products 

8.618.000 

10,195,000 

Drug  Products 

34.505.000 

25,454,000 

Food  &  Grocery  Products 

114,262.000 

100.448.000 

Garden  Supplies  &  Equipment 

1.747.000 

867,000 

Gasoline  &  Lubricants 

15.643.000 

15,610,000 

Hotels,  Resorts.  Restaurants 

495.000 

337,000 

Household  Cleaners,  Cleansers, 
Polishes,  Waxes 

16.126.000 

14.745.000 

Household  Equipment— Appliances 

3.677.000 

2.460,000 

Household  Furnishings 

1.229.000 

1.104.000 

Household  Laundry  Products 

32.857,000 

30.310.000 
5.979.000 

Household  Paper  Products 

9.110,000 

Household  General 

3.784.000 

3.556.000 

Notions 

101,000 

121.000 
5.899.000 
1.139.000 

Pet  Products 

5.680.000 

Publications 

1.299.000 

Sporting  Goods,  Bicycles,  Toys 
Stationery,  Office  Equipment 

2.455,000 
228.000 

3.221.000 
17.000 

Television,  Radio.  Phonograph. 
Musical  Instruments 

184.000 

233.000 

Tobacco  Products  &  Supplies 

20.053.000 

17.398.000 

Transportation  &  Travel 

6.721.000 

3.248.000 

Watches.  Jewelry.  Cameras 

1.516,000 

1.144.000 
5.750.000 

Miscellaneous 

4.640.000 

TOTAL 

S442.877.000 

$371,531,000 

OR    In    si  PTEMBl  R    1963 


sol  !U  IE ;  T\  H/Rorabauch  gross  time  bdlings 

TOP   50   SPOT  TV  ADVERTISERS 


19.  Anheuser-Busch 

20.  Jos.  Schlitz 

21.  Ford  Dealers 


22.  Corn  Products 


3,965,200 


3,913,500 


3,626,800 


3,549,200 


Jan.-June  1963 

Jan.-June  1962 

1.  Procter  &  Gamble 

$  34,411,500 

$  31,973,300 

2.  Colgate  Palmolive 

14,765,800 

10,790,800 

3.  General  Foods 

12,687,400 

11,529,500 

4.  Bristol-Myers 

12,051,400 

6,289,100 

5.  Lever  Bros. 

11,599,700 

10,947,600 

6.  William  Wrigley,  Jr. 

8,962,000 

7,171,000 

7.  Alberto-Culver 

7,611,600 

4,795,300 

8.  American  Home  Products 

7,210,000 

5,126,600 

9.  General  Mills 

7,060,300 

4,316,700 

10.  Coca-Cola  &  Bottlers 

6,896,500 

6,640,500 

11.  Warner-Lambert* 

6,417,500 

4,514,300 

12.  P.  Lorillard 

6,044,600 

6,836,100 

13.  International  Latex 

4,686,500 

1,745,000 

14.  Kellogg 

4,676,000 

3,497,900 

15.  Miles  Laboratories 

4,606,000 

3,676,400 

16.  Standard  Brands 

4,491,500 

5,117,200 

17.  Continental  Baking 

4,475,700 

3,368,800 

18.  Campbell  Soup 

4,187,100 

3,232,300 

2,596,400 


2,933,800 


2,495,300 


4,068,500 


23.  General  Motors  Dealers 

3,315,100 

2,462,100 

24.  Menley  &  James 

3,285,500 

1,025,700 

25.  Food  Manufacturers 

3,199,200 

2,740,900 

26.  R.  J.  Reynolds 

3,188,900 

1,374,700 

27.  Pepsi-Cola  &  Bottlers 

3,160,700 

2,935,900 

28.  Avon  Products 

3,156,600 

2,745,900 

29.  Philip  Morris 

3,110,100 

3,776,300 

30.  Gillette 

3,072,400 

3,347,700 

31.  Simoniz 

2,969,700 

2,418,000 

32.  J.  A.  Folger 

2,670,600 

2,449,300 

33.  Pabst  Brewing 

2,459,600 

2,046,900 

34.  Carter  Products 

2,355,600 

2,235,000 

35.  Shell  Oil 

2,339,200 

2,668,900 

36.  Chrysler  Dealers 

2,314.400 

1,721,000 

37.  American  Tobacco 

2,291,700 

880,400 

38.  Canadian  Breweries 

2,240,100 

1,894,100 

39.  Liggett  &  Myers 

2,207,900 

3,259,300 

40.  National  Biscuit 

2,201,900 

795,700 

41.  Ralston-Purina 

2,190,900 

1,858.400 

42.  Beech-Nut  Life  Savers 

2.162,500 

1,229,100 

43.  Chesebrough-Pond's 

2,023,400 

1,444,300 

44.  Sears  Roebuck 

1,940,700 

1,382,200 

45.  Helene  Curtis 

1.863,300 

2,092,300 

46.  United  Vintners 

1,753,800 

1.320,300 

47.  Socony  Mobil  Oil 

1,669,300 

702,100 

48.  Royal  Crown  Cola  &  Bottlers 

1 .638.000 

691,800 

49   Brown  &  Williamson 

1,502.900 

242,100 

50.  U.  S.  Borax 

1,554,400 

1.497,400 

1902  figures  include  American  Chicle 


0 


pared  with  S26.8  million  in  Janual 
June  1962. 

Looking  at  the  1963  second  qua 
ter  alone,  announcements  accoun 
ed  for  $185.4  million,  ID's  $18.1  mi 
lion,  and  programs  $19.6  million,  < 
the  total  $22.3.1  million.  Announa 
ments  were  the  big  gainers,  the  set 
ond  quarter  total  for  last  year  ha^ 
ing  been  $153.8  million.  In  the 
riod  last  year,  ID's  were  $15.8  mi! 
lion,  programs,  $19.9  million. 

By  time-of-day  in  the  1963  secon 
quarter,  total  billings  were  divide 
like  this:  day  $52,579,000  (vs.  $45 
million  last  year);  early  evenin 
$56.9  million  (vs.  $44.8  million 
night  $64.3  million  (vs.  $58.9  mi 
lion);  and  late  night  $49.3  millic 
(vs.  $40.5  million). 

In  the  1963  second  quarter,  fi 
advertisers  moved  into  major  to 
100  status  for  the  first  time:  Job 
Hancock  Mutual  Life  Insurant 
\\  ith  billings  of  $827,000;  America 
Cyanamid  at  $692,800;  Associate 
Brands  with  $527,800;  Beechai 
Products  at  $512,100,  and  Airkem  < 
$488,700.  John  Hancock's  entry  int 
spot  tv  represents  a  major  medi 
switch  resulting  from  die  efforts  ( 
TvB  and  others,  having  spent  n 
money  in  spot  tv  last  year  or  in  th 
first  quarter  of  1963  either. 

The  substantial  increase  in  aut( 
motive  spending  during  the  196 
first  half  was  anything  but  a  one 
advertiser  show.  All  major  comp; 
nies  showed  up  in  the  leading  a 
vertiser  figures.  Ford  dealers  1 
the  six-month  list  with  gross  tirri| 
billings  of  $3,626,800  against  $2 
495,300  a  year  ago.  General  Motoi 
dealers  placed  next  with  $3,315,101 
in  comparison  with  $2,462,100  i 
1962.  Chrysler  dealers  had  billing 
of  $2,314,400,  compared  with  $1 
721,000  in  1962's  first  half.  For  A 
ericarj  Motors,  the  total  was  $1,495 
500,  vs.  $1,110,800  a  year  ago. 

Only  a  few  of  the  major  advei 
ers  registered  significant  decliin 
from  a  year  ago.  Among  them  wen 
Standard  Brands  $4,491,500  in  tli 
first  half  of  1963  vs.  $5,117,200:  Li| 
gett  &  Myers  $2,207,900  from  $3 
259,300;  Pet  Milk  $1,073,400  fror 
$2,104,200;  F.  F.  MacDonald  (Plai 
Stamps)  less  than  $20,000  from  SI 
905,800;  Nestle  $256,700  from  $2 
359,300;  Armstrong  Cork  851,30 
from  $1,016,500  (1962  total  reflect 
introduction  of  One  Step  floor  \va\ 
and  Texaco  $58,500  from  $1,305,: 
a  year  ago. 


SPONSOR    In  septi  \iiur   196. 


lO-sec.  prime  fall  spots  still  open 


Most  spot  tv  buys  firmed 


Em  \     i hough    n i< ist    oi    the    I. ill 
winter  spot  t\   campaigns  have 

teen  finned  up  for  several  weeks  in 

me  <>l  tin-  medium's  earliest  buying 
Uasons,  there  still  seem  tt>  be  plentj 

>t  prime-time  20-second  availabili- 
lies  around  tor  an)  interested  bu) 

■is  I  lus  is  tlir  gist  ot  an  edict  from 
rflill  MacRae,  T\  B's  vice  president  "I 
LpoJ     television      suggesting     th.it 

alert  buyers"  cm  still  Id.ul  up  on 
JOs  tor  both  before  and  .liter  the 

mrmal    peak    seasonal    concentra- 

ions  ni  .mto,  toy,  and  pre-Christ- 

n.is  campaigns. 

'all.*  it  "Selectronucope** 

MacRae  referred  to  the  bureaus 
icu  spot  t\  research  project,  "Se- 
lectroniscope,"  to  tout  the  20*s.  The 
..ist  reach  and  economical  costs  are 
>nK  pari  ot  then  advantage,  be 
odd,  heralding  the  opportunitj  tn 
each  .ill  prospects  including  men 

md  women  who  ;ire  sometimes  nn 

reachable  and  those  involved  in  the 

Oarketing  of  products  such  as  sales 
stalls,  wholesalers,  brokers,  retail- 
rs.  etc.  Breakdown  ot  the  reach  ol 
he  prune-time  20  tor  the  top  50, 
'MX),  and  150  markets,  according  to 
MacRae,  is  as  follow  s: 

In  the  top  50  markets  over  the 
bourse  of  a  week,  three  average- 
rated  20-second  breaks  will  reach 
s  I  ol  the  t\  families  in  this  co\  - 
arage  area.  In  a  tour-week  period, 
hese  commercials  will  be  seen  b) 
wo  thirds  of  the  families  .  .  .  an 
iverage  ol  3.6  times  each.  With  five 
rpots  per  week,  the  prime-time  ad- 
\  ertiser  delivers  his  message  in  more 

han    halt     the    homes    each    week 

Within  tour  weeks,  7595  <>l  the 
families  will  see  his  coininerci.il 
more  than  five  tunes  The  COSt-per- 
tnousand  homes  for  these  typical 
schedules  is  less  than  Si!i-)<> 

/  M  epm  is  under  $2.(>0 

In  the  top  KH)  markets  over  the 
course  ol  a  week,  three  average 
rated  prime  20-second  breaks  will 
reach  15*  <  of  the  t\  families  in  this 

Coverage  area.  In  a  four-week  peri- 


od these  i  oinini  k  i.ils  w  ill  In    seen 
h\  71'     ol  tin  families     an  a\ <  i 

o|     ;  S   tunes   each     W  ith    live    spots 

Dei       Week      the      pi  line   tune      advi  I 

tisei   delivers  his  message  in  5 
ol   the  In imes  each  w eek    \\  ithin 

loin  w ecks  si'  .  n|  th«-  families  vv  ill 
see  lus  commert  ial  more  than  liv e 

tunes.      The     cpm     III     these     t\  pu  al 

schedules  is  less  than  s-  90 

In  the  top  150  markets  three  a\ 

•  I  .me  rated  pi  inn     In  mi  ond   I'Haks 


w  ill    ii  ai  ll     I'/'  i     ol     tin     t\     I. inn 
w  ithin  this  i  n\  i  i  » i r 

week  pei iod  'In  si  . . immert  ials  w  ill 
In  si  i  ii  b)  three  quart*  c  ol  tin 
families  a\  eragi  t  l  <•  tirm  --  •  at  h 
\\  ith  five  sp.its  pi  i  ui .  k  tl,.  ad> -  i 
tisei  delivers  Ins  message  in  8 
■  •!  tin-  homes  eat  h  « eeli  \v  ithin 
loin  weeks  s  r  -  ol  the  families  w ill 
see  lus  t  ommen  ial  5  s  times  .md 
tin  (  pin  foi  these  tv  pit  il  *  hedules 

is   |eSS   than    -     l  ^ 


Pat   Weaver   reminisces   shortly   before   leaving   McCann    to   head    pay   tv    company 

Weaver  a  pay  tv  exec 


Syi  \  i  m  i  k  I .    (Pat)  Weaver  has 
left  the  advertising  agencj  and 
commercial  broadcast  ranks  tn  tak< 

over  a  pav  tv  operation  due  to  get 
under  w  av    next   ve.u    with  telecasts 

i  it  the  San  Franc  is(  o  Giants  and  Los 
Ingeles  Dodgers  baseball  games 
among  other  programing.  Weavei 

one-time  \  H( '  president  and  (hau 
man  and  SUM  v   L959  w  ith   \h  (  aim 

Erickson  as  chairman  ot  M-E  Intl 
directing  all  the  agencj  s  media  and 

tv    operations,   now    joins    Siibsiiip 

tion  Television  Iik  as  president 
and  duel  executive  officer  ol  the 
organization. 

The  pav  tv  linn,  established  List 
[anuary,  hopes  to  raise  s,;2l  million 

hv  issuing  1.9  million  shares  of  com- 
mon stuck  to  the  puhlii  Its  regis 
oration  statement  vvas  tiled  12  \u 
•_uist  and  is  awaiting  SEC  approval 


Majoi  sti k  kin ilder  is  I  l\  isp m  ol 
America,  7795  owned  l»v  Matthew 
\l     Fox    In   addition    R<  "In  n    1 1 

DoiuielleV      (   nip      and     1  S 

l'.lc(  tronics   each   own    1 1   f       th< 

I  )i kI-i  is  hold  5  i'  -  md  tin  ( liants 
1  I'  i 

In    Ins    new     p  >st    \\  ■  iv  ei      w  In  i 
outlined  his  hopes  on  tin    growth 

a\h\  future  oi  tv    m  a  two  part  t.qx-d 

interview —  It  I  Wiii  Running  the 
\etw ork    Vgaixi  in  sfom - 

on  2h  August  and  .1  September,  is 
siu  ceeding  I  kmald  Petrie,  an  a'  I 

in  v  who  had  tenip< 'I  ai  llv  served  as 
president   ot   the  pav    television  COflD> 

pativ 

Su<  i  eeding  Wi  ivei   al   \l><  aim 

ksnn   l^  ;   ( .rev     .i   senior 

V  H  e    pi  ■  ill.  V     w  ! 


SPONSOR     |(,    SEPTEMBER     196  I 


Tv  "mat"  art  shows  Wards  product 


as  in  this  sample  tire  sequence  .  . 


for  seasonal,  nationwide  sales  event 


WARD 


making  standard  "charge"  offer. 
38 


Wards  makes  it  easy 
to   buy  hometown  tv 

Stores  get  monthly  tv  "mats" 


ONE  of  the  country's  longest  retail 
chains  is  breaking  ground  that 
should  open  the  way  for  new  settle- 
ments in  television  by  hometown 
representatives  of  other  big  mer- 
chant firms. 

The  idea  is  a  tv  "mat  service,"  and 
it  takes  the  mystery  out  of  produc- 
ing sales  drama  for  the  living-room 
screen.  The  pioneer  producer  is 
Montgomery  Ward  &  Co.  of  Chi- 
cago, which  is  adapting  an  old  idea 
and  making  it  work. 

During  the  past  six  months  Mont- 
gomery Ward  has  put  into  regular 
use  a  new  monthly  "mat"  system  for 
the  electronic  medium  that  paral- 
lels the  mat  service  for  newspapers 
used  by  Ward  stores  through  the 
years.  As  the  tv  mats  prove  them- 
selves in  use,  Ward's  move  is  at- 
tracting interested  attention  in  the 
retail  trade. 

The  monthly  tv  mats  are  designed 
to  make  it  as  simple  for  a  hometown 
merchant  to  broadcast  as  it  is  to  buy 
space  in  the  local  press.  One  book 
ol  copy  and  card  art  virtually  puts 
him  on  the  air. 

"T\  Ideas  is  the  name  of  Wards 
monthly  selling  kit.  A  typical  issue 
comes  with  a  cover  designed  to  in- 
spire sales  pep  and  captioned,  "For 
those  who  think  sales  .  .  .  Be  in  the 
know — (-heck  your  tv  info!" 

There  follow  pages  of  copy  and 
ail  drawn  up  to  make  a  store's  tv 
production  as  simple  a  pastepot- 
and-scissors  operation  as  the  news- 
paper mat.  Each  script  package 
comes  with  a  covering  outline  ol 
commercial  subject,  props  needed, 
and  material  furnished. 

Cortland  Peterson,  retail  sales 
promotion  manager  ol  Montgomery 
Ward,  leads  oil  the  book  with  a 
"Straight  Talk"  page  about  tv  strat- 
egy,   one   issues   bold-type  footnote 

urging,  "Go  Ahead  Co  Forward 

Co  7Y.'"  Enclosed  with  scripts  and 
art    is   a    tv   planning   calendar   and 


supplemental}  pages  suggesting  r 
promotional  tie-ins  for  the  mat  usei 
There  is  a  production  and  sale 
check-list,  too,  to  help  the  store  bu; 
time  effectively. 

Two  kinds  of  copy  are  offered  ii 
the  monthly  collection  of  commer 
cials.  All  scripts  are  tied  to  central! 
coordinated  national  sales  event; 
but  one  kind  of  format,  called  . 
"shell"  by  Ward,  leaves  the  choic 
of  merchandise  for  promotion  up  t 
the  local  store.  The  other  kind  is  fo 
nationally  featured  merchandise 
with  completed  scripts  therefor 
reach   for  the  local  manager. 

For  instant  assembly,  the  man 
ager  can  take  copy  and  line  art  fron 
the  book  "Ideas"  and  turn  it  over  t' 
his  station,  supplying  only  his  ad 
dress  logo  on  the  video  side  of  cop 
and  filling  in  address  with  stor- 
hours  on  the  audio  side.  If  he  want 
a  little  more  in  the  way  of  produc 
tion,  he  can  supply  live  merchandise 
items  and  augment  announcer  tal 
ent  with  models. 

In  their  early  months  Ward's  "T 
Ideas"  issues  have  picked  up  steal 
going  from  a  slender  book  earlie 
this  year  to  121  pages  for  on. 
last  summer. 

Asked  for  an  evaluation  of  Ward 
development  of  tv  mats,  Howard  P 
Abrahams,  retail  sales  vice  presi 
dent  of  Television  Bureau  of  Adver 
tising,  hailed  it,  saying,  "This  Mont 
gomery  Ward  idea  of  a  televisioi 
'mat'  book  paralleling  new  spapei 
is  something  we  believe  in.  and  now 
that  Ward  has  taken  the  step  0 
doing  it.  we  think  main  other  store; 
will  use-  the  idea  to  make  tv  as  eas> 
as  newspaper  advertising." 

Ol  Ward's  520  stores  across  tin 
country,  TvB's  last  published  count 
of  department-store  tv  customs 
listed  6S  on  the  air  at  that  time.  I 
line-up  exceeded  onl\  by  that  ol 
Sears  Roebuck  c\  Co..  with  US  out 
lets  on  t\ .  ^ 

SPONSOR    In    Min  miu  K    1963 


Judge  TV 

picture  quality 
here 


View  it  on  a  tv  tube  and  you'll 

see  why  today's  best-selling  pictures 

are  on  Scotch  brand  Video  Tape 

Don't  fall  into  the  "April  I  ool"  nap  of  viewing  filmed  tv  com- 
nercials  on  a  movie  screen  in  your  conference  room!  The  onl) 
lensible  screening  is  b)  closed  circuit  that  reproduces  the  film 
m  ■  tv  monitor.  Then  you  know  for  w//<-  how  your  message  is 
oming  through  to  the  home  audience. 
When  you  put  your  commercial  on  "Sinn  h"  Video  Tape 
ml  view  it  on  a  t\  monitor,  you  view  things  .is  the)  real  I) 
ppear.  No  rose-colored  glasses  make  the  picture  seem  better 


than  ii  will  actually   be.  No  optical-to-electronic  translation 
takes  the  bloom  from  your  commercial  or  she 
image  on  the  tape  >s  completer)  compatible  with  the  tv  tube 
in  the  viewer's  home. 

>  OU've  just  completed  a  commercial  you  think  is  a  winner? 
Then  ask  your  tv   producer  to  show   it  on  a  tv   monitor,  sidc- 

by-side  with  a  video  tape.  Compare  the  live-action  impac 

compatibility  ti        Scon  h"  Video  rape  offei 

vertisers,  producers,  syndicators    Not  to  mention  the  . 

hutton  ease  in  creating  special  effects,  imn. 

either  black   and  white   or  Write  I  vhurc 

"  rechniques  of  I  diting  N 

Division.  Dept    \K  K  -      m    Paul  19,  Minn. 


itjf 


magnetic  Products  Division 


3tn 

kHCOmPANY 


PONSOR     |.,    si  Ml  MBI  K     !'».,.; 


The  Embassy  of  Lebanon 

His  Excellency  Ibrahim  El-Ahdab, 
Ambassador  of  Lebanon,  and  Mrs.  El-Ahdab, 
on  the  Embassy  lawn  .  .  .  another 
in  the  WTOP-TV  series  on  the 
Washington  diplomatic  scene. 


WASHINGTON,   D.  C. 

Represented  by  TvAR 

POST-NEWS  WEEK 
STATIONS  a  division  of 

THE   WASHINGTON    POST    COMPANY 


Photograph  by  Fred  Mar 


UNITED  STATES 


AUTO 
CLUB 


Mobil  won't  change  the  essential  element  of  its  campaign,  ad  manager  J.  D.  Elgin  reveals.  Bates  agency  has  been  hitting  viewer  fl 


ADVERTISERS 


Mobil  measures 


its 
the 


to 
dollar 


Cw    t.\s    and    oil    be    sold    lik 
aspirin    or    digestive    remedies 

That's  the  basic  question  nnderh 
ing  a  multi-million  gamble  by  gianj 
gasoline  marketer  Socom -Mobil. 

Two  seasons  ago,  Mobil  rocke 
Madison  Avenue  by  abruptly  seva 
ing    an    18-year    relationship    wit 
the  Compton  agency  and  droppin . 
its    account    into    Ted    Bates'    lap 
Trade-talk   at   the    time    was   tha 
Mobil   management  had  been  ir 
pressed  by  the  hard-sell  theorem 
Rosser     Reeves'     newly-publishe 
book  "Realities  in  Advertising." 

That  was  probably  an  over-n 
mantic  explanation,  but  the  fac' 
was  that  Bates  soon  produced  ma 
jor  changes  in  Mobil  advertising 
The  agency  re-aligned  its  client 
dollars  into  "the  two  most  efficier 
media" — television  and  new  spape 
(  no  radio;  no  national  magazines) 
and  changed  its  client's  copy  to 
a  Ted  Batesian  Unique  SellinJ 
Proposition. 

The  USP  was,  of  course,  the  con 
cept  of  "total  performance."  Mea 
surement  of  brute  power  ( octan 
ratings)  wasn't  enough;  the  tru 
test  of  gasoline  efficiency  la\  in 
balance  of  qualities  as  scored  b 
"megatane  ratings,"  Mobil  commeJ 
rials  began  to  claim. 

That  nobody  in  the  gas  and 
industry  had  ever  heard  ol  "mega 
tane"  wasn't  surprising.  The  won 
was  coined  in  Bates'  copy  shop,  t 
describe  a  scale  ol  measuremei 
developed  b\  Mobil's  own  labor 
atories. 

To  dramatize  the  megatane  ston 
Bates  developed  the  "living  engin< 
a  transparent  plastic  mockup  tha 
does  tor  pistons  and  cylinders  wha 
animation  does  lor  headache  am 
stomach  acid  effects. 


I- 


SPONSOR    l(»   si  imi  Mi.i  K    196 


lb'  story  for  two  years;  Elgin  says  company  will  continue  this  repetition,   most   competitors   change   tv   copy   several   times   yearly 


ItN  Inst  appearant  «■  led  criti<  s  to 
Icharge —  perhaps  unjustl)  — tint 
Mobil's  <  ommen  ials  were  being 
jpatterned  on  Bates  famous  and 
controversial  spots  for  products  1 1 k» 
\n.ii  m.  complete  with  ^  utaway  dia- 
grams and  sonorous  \  oice-ov<  i 

Other  admen  rallied  to  support, 
claiming  tli.it  gas  &  oil  advertising 
Ji.ul  degenerated  into  .1  nondescript 
podge  and   that    Bates'  cam 
Mign  might  well  be  the  pointei  to- 
ward  .1    fresh    industry    approach. 
Everyone  agreed  on  one  point:  tor 
good  or  ill,   Mobil   u.is   breaking 
resh  ground. 

Today,  how  does  Mobil  feel 
.bout  it? 

Pleased  and  cautiousl)  optimistu 
s  probably  th<'  best  description. 

Mobil's  ad  manager,  J.  1).  Elgin, 
a  not  about  to  give  away  an)  sales 
igure  but  he  hints  th.it  the  i  .iin- 
taign's  effect  is  being  measured, 
mil  th.it  preliminary  results  are 
atisfy  ing. 

'I  he   whole   question    "t    bench- 
mark measurement  is  uppermost  in 
Jgin  s  mind.   I  .ike  m.in\    ot  today  s 
op  .id  professionals,  Elgin  does  not 
dknowledge  th.it  the  sales  curve 

i  either  the  hist  or  the  best  ivflei  - 
ioi)  ol  ad\ertisinii  effectiveness 

■  dally    is    this    nut    true."    he 

i\s.    Hi  an  industry   su<  h  as  ours. 

lure  several  important  factors  lie 

etween  the  .n\  m<  md  even- 

i.il  pure  hase. 

In  gas  &  oil  those  fa<  t- a s 

bdude  the  location  ot  '4. is  stations. 

nd   station   staffing   and    manage 

1  The  problem  ot  the  physical  out- 
t  s  effect  upon  .u\  strategy  is  pos- 
hl\  unique  to  the  gasoline  indus- 

v  One  ot   the  tew    analagOUS  situ- 

iohs  is  that  of  national  advertising 


on  tun  s     when     the  aim 

is  to  imp*  I  the  1  oiisumi  1  to  travel 

to  a  partii  nl.u   lot  atJOTI 

\    1  omparable    problem    d( 

exist      m      the      w  01  Id      ot      p.u  k  . 

goods  marketing    Its  as  it  Camels 

COuld     be     bought     onl\      at     i.lt.iin 

i  igar  stoi(  s  01  liit  t  Ki  ispies  < inly 
at  Kellogg  ow ned  supea  mai k<  t- 

b(  1  ause  ol    this,    and  other   t.n 

tors. "  explains  Mobil's  Elgin  I  be 
lieve  the  1  entral  issue  in  the  w boh 
businesN  ol  '.:as  .md  oil  advertising 

is   Inst    to   Bnd   out    how    W  1     1  an   1m  Hi 

estly  measure  its  effet  t 

We've   been    try  ing    to   set    up 

standards,   and    gauge    performance 

against    them,    foi    the    past    two 
\ ears.  I  think  we  may  b<   succeed 
ing 

Though  the  1  1  'inpalix  dl  '<s  n<  >t 
sa\  so.  it  s  probable  that  within  this 
thinking  lies  the  real  due  to  Mobil's 
startling  1  oh  in  1961 

Seed  for  radical  campaign 

Winn    advertising   pressure    has 
been  high  lor  many  \ <  .us   .1  ba<  k 
log  ot  all-media  impri  ssions  is 
ated    w  bich    defies    any     effe<  live 
in.  asurement   <  >nl\  a  radi<  ally  dif- 
ferenl    campaign    can    provide 
starting  pomt.   pro  ided  that   <  l< 

inents    such    as    recall    and     bland 
attitude  are  established  w  ithin 
sample  beforehand 

I  low  1  \  1 1 .    Mobil  s    emphasis 
measurement   did   not   begin   with 
the  media-delivery   of  its  1 
The  1  ompany    also  belie  \  .  s  it  1  an 
measure  the  kind  of  mess  ige  which 
w  ill  be  .11  <  eptable    sun  .   taking  up 
w  it  1 1   Bates,   all    M<  bil's   •    py 
been  pi  through  tin    Polite 

01  ganization 

"  \iul  for  ai  bo  wan) 

know   wh\    •  ith  tin 


;ataln    Si  I 

IS      0||.         o|        tl 

the  idea  tested  out  stron 
\    1  ontinuing    program 

ting    in    tin-    past    tw  has 

helped    Mobil    to    make    up    its    lllllld 
Ut     what     it     should     b- 

\  similai  program  of  testing  >" 

a<  tU.ll       Ill.U  kit       l  olldltl.  His       Is 

helping  the  .n\  strategists  d<  tennine 

how    loud    Mobil   should   be  talk 

In  si  I.  ( ti  d  Ivertising 

dollar    weight    is    bin.  fully 

i  ontrolli  d  at  determined  levels  of 
expenditure    <  al«  ulation   of    tl 
levels  involve  a  complex  of  the  conv 

petltix  e   situation.    pli\  sh  al    mai  - 

ing    fa<  tois     |)n\  ions    ad> 

l.\  els  and    m  soiii.    i 

1    .md  under-spendii 

ittitudes    are    polled 
b.  fore    fluctuation    ol    ad 

polling 
the    .^\    weight    is    experime  ntally 
moved,     yields 

changes  within  the  markel  and 
the    raw     material    for    inter  mat 
1  omparis 
"By  next  sju 

ho|  ible  to 

by  -dollar  advertisin 

with  an   a<  which  certainly 

w  ill  be  ii<  \v   for  tins  nidi 
II    the  Mobil   group  app. 

horizons 

it  as  long  overdi  p.  Nol 

is  any 

adv<  but 

the   ind  whole   I 

■1 — through   wh 
a  markedly 
■ 

had 


'ONSOR    |6    51  PTEMBER    1"-.  I 


45 


ADVERTISERS 


up  through  advertising  (though  sev- 

il  had  sales  and  or  marketing  ex- 
perience). 

The  entire  industry  budget  of 
around  $120  million  is  less  than,  say, 
Procter  &  Gamble's,  yet  14  of  the 
top  50  US  corporations  are  oil  com- 
panies. 

This  good  fortune  is  not  reflected 
in  ad  appropriations.  Standard  NJ 
spends  only  0.3%  of  its  sales  volume 
upon  advertising;  SO  Indiana,  1%; 
Shell,  0.9%;  Texaco,  0.5%,  and  Gulf, 
0.3%. 

By  comparison,  the  national  hard- 
ware industry  last  year  spent  4% 
of  sales  volume  upon  advertising; 
tobacco,  5.36%;  drugs,  10.40%; 
soaps,  8.21%,  and  cosmetics,  a  whop- 
ping 13.81%. 

Nobody  suggests  oil  companies 
could  spend  this  proportion,  and 
still  show  marketing  profit.  Because 
of  the  complications  of  the  retail 
outlet  structure,  there  definitely  is 
a  point  above  which  gas  advertising 
is  wasted.  Discovering  exactly 
where  that  point  lies  is  the  main 
mission  of  Mobil's  new  effort. 

Mortimer  election  significant 

And,  whether  coincidental  or  not, 
it's  interesting  that  Mobil  now  has  a 
board  of  directors  which  is  consid- 
erably broader  in  marketing  experi- 
ence than  some  of  its  competitors. 
Last  year,  for  example,  Charles  G. 
Mortimer  was  elected  to  the  board. 
He's  the  chief  executive  of  General 
Foods;  his  election  increased  to 
four  the  number  of  directors  with 
significant  experience  outside  the 
oil  industry. 

It  may  therefore  be  that  a  climate 
responsive  to  change  has  helped 
Mobil  revamp  its  ad  plans.  As  cur- 
rently laid  out,  these  reject  the  "all- 
over"  media  theory  in  favor  of 
weight  in  a  few  vessels. 

The  Bates  agency,  which  made 
its  own  study  of  the  petroleum  in- 
dustry before  Mobil  came  its  way, 
found  most  media  programs  were 
'lit  up  in  bits  and  pieces. 

Bates'  recommendation  as  ex- 
plained by  account  exec  Herbert 
Drake:  "Because  Mobil  had  fewer 
ad  dollars  to  s]x-nd  we  decided  to 
pick  the  most  efficient— newspapers 
and  tv."  (Tv  gets  80%). 

Drake's    explanation    is    a    slight 

(■-simplification.  Mobil  is  able  to 

use  efficient  bins  on  network  tele- 

n  only  because  <>t  .i  favorable 


44 


basis  of  markets  in  which  Mobil  i.<| 
most  interested;  currently,  abou| 
100. 

From  the  broadcast  viewpoint! 
the  interesting  and  puzzling  gap  irl 
Mobil's  program  is  total  absence  o[ 
radio,  except  through  cooperativ<| 
advertising  by  local  dealers. 

The  reason  undoubtedly  is  thai 
radio  so  far  has  not  qualified  as  \ 
measurable  medium. 

"But,"  reports  ad  manager  Elginl 
"we  believe  radio  does  have  value! 
for  us.  I  think  you'll  hear  something 
from   us   in    that   direction,   befor 
long." 


Chevvys  big  new-model   sendol 
to  be  four-day,  59-minute  gala 


position  in  territory  (Mobil  and 
Texaco  are  the  only  oil  companies 
which  have  national  or  near-nation- 
al distribution  under  one  single 
brand  name.) 

Mobil  is  the  third-largest  dis- 
tributor in  terms  of  states  covered, 
(45).  It  has  already  established  a 
foothold  in  most  markets  and  so 
can  draw  real  value  from  a  national 
ad  medium. 

According  to  Elgin,  the  company 
has  successfully  negotiated  for  net- 
work buys  which  are  tailored  —  or, 
at   least,   paid  for  —  only  on  the 


Aiming  for  a  record  tv  impact  and 
"the  biggest  new-model  sendoff 
in  Chevrolet  history,"  General  Mo- 
tors' Chevrolet  Division  has  lined 
up  59  commercial  minutes  on  net- 
work for  the  four  days  beginning  26 
September.  ABC  TV  is  getting  most 
of  the  business  in  a  day-long  "Chev- 
rolet Day"  saturation  of  41  minutes 
throughout  the  schedule  27  Septem- 
ber (Sponsor,  9  September). 

Jack  Izard,  Chevrolet's  advertis- 
ing manager,  said  radio  spot  would 
support  the  announcement-period 
schedule  on  about  400  stations  for  a 
10-day     run     of    39    commercials. 


Looks  good  enough  to  eat 

Donald  Weltmer  (I),  president  of  Borden's 
Brandywine  division,  and  gen.  sales  mgr. 
Mclvin  Ileisey  look  over  new  gourmet 
line  of  mushroom  products — including  a 
snack  item  and  four  varieties  of  cocktail 
mushrooms — introduced  by  Brandywine 
at  recent  Natl.  Fancy  Food  &  Confection 
Show    in    New    York    City's    Hotel    Avtor 


These  are  in  addition  to  Chevrolet | 
regular  radio  network  shows,  Week 
end  News  on  CBS  and  the  dail| 
News  on  the  Hour  on  NBC. 

The  four-day  network  tv  linei 
includes  full  sponsorship  on  CBll 
Route  66,  regularly  a  shared  vehicll 
for  Chevrolet,  and  a  5/2-minutl 
"blockbuster"  on  NBC's  Bow/h:I 
Sunday  night,  following  a  devicl 
instituted  by  the  sponsor  last  veil 
of  saving  commercial  time  for  orJ 
big  commercial  at  the  show's  en«l 

Chevrolet  has  produced  37  ser. 
rate  commercials  for  announcemeij 
weekend  on  tv,  Izard  said  in  D| 
troit,  explaining  that  his  compail 
feels  "audiences  resent  the  monotJ 
ny    of    frequent    repetition."  Will 
this  supply  ready,  only  a  few  con] 
mercials  will  be  repeated  over  tl 
four-day  period.  For  the  "Chevrolj 
Day"    ABC    splash,    20    announc 
ments  have  been  prepared  featurb 
Bill    Cullen,    Jack    Bailey,    Woa 
Woodbury,     and     other     protjraj 
M.C.s.  Special  commercials  also  a 
ready  for  delivery  by  Jimmy  De 
on  his  show  and  by  Route  66 
Martin  Milner  and  Glenn  Corlxj 
The   5/2-minute    Bonanza   comma 
rial   will   be  handled   by   featurj 
players  in  the  cast  and  Dan  (  H<>s| 
Blocker's  four  sons. 

Chevrolet's  announcement  cai|| 
paign  includes  multi-page  moi 
chrome  and  color  insertions  in  up 
181  newspapers  on  varying  sch< 
ules.  outdoor  postings,  color  sc 
tions  in  magazines,  and  direct  mi- 
Chevrolet  advertising  is  plac 
through  Campbell-Ewald  Co.,  I 
troit.  * 


SPONSOR     16    SKPTEMBFR 


: 


MAXIMUM  RESPONSE 

-that's  advertising  efficiency. 


WBAL  TV,  BALTIMORE 


MARYLAND'S  NUMBER  ONE  CHANNEL  OF  COMMUNICATION'' 


. 


NATIONALLY  REPRESENTE 


ADVERTISERS 


HOW   THE    LEADERS    DO    IT    ON    TAPE 


3M  Co.  picks  13  trendmaking  tv  commercials 


C\m  histories  of  13  commercials 
considered  pacesetters  in  the  vi- 
deo tape  form  are  detailed  in  the 
Litest  ill  the  "Video  Concepts"  book- 
let series  hy  the  3\1  Co.  of  Minne- 
apolis. The  new  booklet,  Advertis- 
ing With  Video  Tape,  otters  a 
selection  ranging  from  6  to  60  sec- 
onds with  studio  production  costs 
from  $300  to  $12,000  per  commer- 
cial. 

i\l  picked  examples  in  the  hook 
for  tape  innovations  and  technical 
leats  impractical  in  live  or  filmed  tv. 
Production  techniques  include  tape 
animation,  mixed  live  and  location 
work,  long-distance  deadline  jobs, 
jigsaw  film  designs,  product-shot 
stockpiling  for  continuing  use.  color 


commercials,  and  volume  work  on 
as  many  as  140  minute  commercials 
in  one  campaign. 

Advertisers  selected  were  Hartz 
Mountain  Pet  Food  (George  H. 
Hartmann  agency;  MCM  Telestudi- 
os  production),  Peavey  Flour  Mills 
(John  W.  Forney;  Videotape  Pro- 
ductions of  New  York),  Schaefer 
Brewing  ( BBDO;  MGM  Telestudi- 
os  ),  Chicago  Tribune  (  Foote,  Cone 
&  Belding;  WGN-TV,  Chicago). 
Best  Foods'  H-O  Cereals  (Sullivan, 
Stauffer,  Colwell  &  Bayles;  Video- 
tape Productions  of  New  York), 
GE  Floor  Washer-Dryer  (Maxon; 
MCM  Telestudios),  Atlantic  Penn- 
ing (N.  W.  Aver  &  Son;  KTTV,  Los 
Angeles  i.     National     Food     Stores 


(C.  H.  Lilienfeld;  WNBQ,  Chica- 
go), Chevrolet  Div.  of  GM  (Camp- 
bell-Ewald  Co.;  NBC  Burhank), 
Liebmann  Breweries'  Rheingold 
beer  (J.  Walter  Thompson;  Video- 
tape Productions  of  New  York), 
Northeast  Airlines  (SSC&B;  \\ TVJ 
Miami),  General  Electric  (BBDO; 
National  Video  Tape  Productions), 
V.  S.  Rubber  (Fletcher  Hicliards. 
Calkins  &  Holden;  MGM  Tele- 
studios). 

Advertising  With  Video  Tape,  36 
pages  in  color  and  black-and-white, 
is  available  free  from  Magnetic 
Products  Advertising,  Dept.  Z3-501. 
3M  Co.  2501  Hudson  Rd.,  St.  Paul 
19,  Minn.  Others  in  series  are  on 
tape  shows,  editing,  teaching.     ^ 


1 


Tape  technique  puts  Hartz  Mountain  man,  bird  on  equal  footing 


Videotape  Center  promotion  tape  uses  Aniform  animation 


HO  spot  shows  Aniform  puppet  animation  technique  in  use 


16 


Tape  conveys  authentic  looking  dirty  water  for  GE  wash  job 

SPONSOR     16    SEPTEMBER    1 963 • 


SEND 
THIS 
COUPON 
NOW! 


1963  INTERNATIONAL  BROADCASTING  AWARDS 

P.O     BOX    38909       •       HOLLYWOOD,    CALIFORNIA   90038.    U  S  A 

NAMF 

COMPANY 

POSITION 

STREET 

CITY  ZONE 

STATE  COUNTRY 

We  estimate  we  will  be  sending  approximately  radio  entries 

and  or  television  entries.  Please  send  full  information  plus 

sufficient  forms  and  mailing  kits 


This  is  your  chance  to  enter  your  work  in  the 

4th  Annual  IBA  Awards 

Honoring  the  world's  best  Television  and  Radio 

\dvertising  of  1963  •  Entry  deadline  Dec.  1,  1963 

Sponsored  by  the  Hollywood  Advertising  Club 


•  Get  your  entry  forms  now.  Send  in  your 
best  work  early.  The  purposes  of  the  IBA 
are  to  focus  attention  on  the  broadcast 
media  ...  to  give  credit  to  creative 
ingenuity  plus  honesty,  propriety  and  taste 
in  these  media  ...  to  encourage  continued 
improvement  ...  to  promote  the  values 
of  the  broadcast  media  so  as  to  gain  wider 
use  by  advertisers  ...  to  recognize  the 
international  aspects  of  advertising  and  to 
honor  outstanding  work  wherever  produced 
The  1962  competition  drew  more  thin 
1400  entries.  This  year  will  be  still  bigger. 
You  can  help  make  it  so  by  getting  your 
entry  forms  now! 


TV   CATEGORIES 

•  Live  action  60  seconds,  over  60. 
under  60  •  Animation  60  seconds 
and  over;  under  60  •  Combinations 
any   length     •     Stop  motion     •     ID'S 

•  Video  Tape    •     Local   (1    market) 

•  Integrated  •  Humorous  •  Public 
Service    •    Series. 

AM   FM    RADIO   CATEGORIES 

•  Open  (including  dramatic)  • 
Musical  •  Humorous,  over  and 
under  60  seconds  •  Local  (1  mar 
ket)      •     Public  Service     •     Series. 


Moil  coupon  today  for  your  entry  forms  —  entry  deadline  is  Dec.    I 

INTERNATIONAL   BROADCASTING   AWARDS 


Hollywood  Advertising  Club 


P.O.  Box  38909.  Hollywood.  Calif.  90038 


FU 


ONSOR    |h   si  Pit  miiik    I""  I 


ADVERTISERS 


oca-Cola,  G.  F.  hail  radio /tv 
as  boosters  to  premium  drives 


Spokesmen  for  two  big  advertis- 
ers— Coca-Cob  &  General  Foods 
— stress  radio  and  tv  as  important 
behind-the-scenes  boosters  to  pre- 
mium campaigns. 

The  9  million  entries  foi  last 
year's  Coca-Cola  sweepstakes, 
heavily  backed  by  broadcast  adver- 
tising, exceeded  all  but  two  pre- 
mium campaigns  in  bistory  (a  ciga- 
rette promotion  with  some  14 
million  entries  and  an  oil  company 
promotion  with  close  to  11  million). 
Both  had  far  more  print  advertis- 
ing, including  coupons,  and  corres- 
ponding "ease  of  entry,"  said  James 
F.  Williams,  manager,  bottler  sales 
promotion. 

Results  for  the  premium  push, 
based  around  travel  and  merchan- 
dising prizes,  were  greatly  above 
expectations  in  all  areas.  Specially 
designed  "Tour  the  World"  bottle 
caps  were  highlighted  as  a  collec- 
tor's item  to  give  the  promotion 
youth  appeal.  The  endeavor  was 
backed  by  $2  million  in  special  ad- 
vertising. "Broad  local  spot  radio 
coverage,  heavy  local  tv  spots  and 


a  moderate  national  tv  coverage  on 
Perry  Mason  and  Rawhide,"  were 
included  in  the  plans,  according  to 
Williams.  Varying  amounts  of  trade 
advertising,  newspaper  lineage,  na- 
tional magazines,  direct  mail,  and 
point-of-purchase  advertising  were 
also  used. 

The  promotion  manager  said 
"Tour  the  World"  produced  imme- 
diate sales  gains  and  beneficially 
affected  the  share  of  market  trend. 
Intangible  benefits:  it  stimulated 
broad-scale  favorable  publicity,  set- 
ting the  stage  for  valuable  follow- 
up  activity,  and  created  widespread 
interest  and  excitement. 

A  somewhat  similar  premium 
promotion  via  bottle  caps  was  also 
used  this  year,  entitled  "Go  Amer- 
ica." The  specially  designed  bottle 
caps  featured  pictures  of  places 
throughout  the  50  states.  Again  it 
was  backed  by  heavy  advertising 
via  radio/tv  advertising. 

"While  we  have  not  yet  had  a 
chance  to  measure  the  overall  im- 
pact of  the  promotion  on  summer 
sales,   early   indications    (including 


Colgate-Palmolive  puts  Code  10  through  hoop 


\f.  Dale  I.arscn,  v.p.-gen.  mgr.  of  KTV1I  (Wichita/Hutchinson),  counter- 
sinus  contract*  calling  f«r  one-quartet  sponsorship  of  the  nine-game 
Missouri  Valley  Conference  Basketball  Network  schedule  by  Colgate- 
Palmolive  for  its  Code  10  hair  preparation,  as  gen.  sales  m^r.  Bill  Ritchie 
looks    on.     KTYII     originates    feed.     Bin     «as     \ia     Hates     and     Blair    Tv 


another  9  million  entries)  suggest 
that  it  has  again  rung  the  bell  for 
Coca-Cola,"  said  Williams. 

W.  Parlin  Lillard,  vice  president, 
marketing  development  counselor, 
General  Foods,  says  premiums  can 
and  do  lend  great  emphasis  to  "in- 
cidence of  recall."  He  cited  a  case 
history  of  a  young  boy  who  obeyed 
an  impulse  to  buy  a  product  in  the 
market,  although  the  impulse  was 
started  before  he  left  home.  A  pre- 
mium offer  was  being  promoted 
over  tv  on  the  Danny  Thomas 
show,  and  the  young  man  wanted 
that  premium.  He  bought  it  the 
next  day — real  evidence  that  a  good 
premium  offer  featured  on  a  good 
package  at  the  point-of-purchase 
was  responsible  for  the  sale  ( the  tv 
commercial  stimulated  the  desire). 

Lillard  described  a  General  Foods 
study  conducted  by  the  corporate 
research  staff.  The  team  followed  a 
typical  American  family  around  for 
one  day  to  ascertain  the  amount  of 
print  advertising  and  radio/tv  com- 
mercials the  family  would  be  ex- 
posed to.  It  was  found  that  during 
that  one  day  the  family  was  ex- 
posed to  1,518  advertisements  on 
the  bus,  subway,  railway  cards, 
newspaper  and  magazine  advertise- 
ments, radio/tv  commercials,  and 
outdoor  posters.  Not  included:  mail 
circulars,  skywriting,  match  book 
advertisements,  or  other  possible 
exposures. 

"With  better  designed  packages 
and  premiums  you  will  have  the 
very  best  kind  of  assurance  to  make 
sure  that  advertising  dollars  spent 
in  delivering  messages  outside  the 
store  will  return  the  maximum  pa)  - 
out,"  says  Lillard. 

(Comments  were  made  at  a  con- 
ference of  the  Premium  Advertising 
Association  of  America  in  New  York 
last  week. )  ^ 

Stamps  stage  newest  drive 
on  auto  rental  industry 

Trading  stamps  continue  undaunt- 
ed, even  in  the  face  of  what  may 
shape  up  as  a  staunch  revolt  b\ 
their  major  distributors,  the  super 
markets  ( see  9  September  sponsor. 
pages  36  and  43).  Having  achieved 
an  almost  S7(K)  million  volume  in 
19o:2.  the  stamps  seem  to  haw 
found  new  stamping  grounds  in  the 
travel  field.  During  the  past  tw 
years,  the  use  <>t  stamps  has  been 


:." 


18 


SPONSOR     Hi    SEPTEMBER    1963 


tremendous!)  expanded  in  tins  area, 
|).ii in  iil.n l\  .is  .in  exchange  for  va 
cations  .iml  touis   Now  for  the  Inst 
tunc.  ,i  major  cat   rental  company 
Operating  In  50  states   is  offering 
grading  stamps  to  .ill  its  customers 
Blazing  the  trail  is  National  ( lai 
Rental  System  which  List  week  be 
'4.M1  issuing  S(\ll  Green  Stamps  in 
its    (>.">()    locations,    allowing    one 
st.mi|)  for  each  ten  cents  <>l  busi 
iicss  winlc  Roberl  Magowan,  pres 
it  It  -n  t  dl  Safewaj  Stoics  denounces 

stamps  as  "a  drag  on    profits.     \.i 

tion.il  president  Fred  M.  ( Ilass  be 
lic\  cs  that  "xx  ith  8  V  <  ol   \inci  H  an 
tainilics    currentl)    saving    trading 
stamps,    their    popularity,    accep 

tanee.  and  value  as  a  promotional 
technique  is  proven.  National  has 
adopted  stamps  in  recognition  ol 

the  established  role  o!   stamps  as  a 

Merchandising  force  on  the  buying 
habits  of  the  country."  Estimating 

'that  the  average  car  rental  will  pro- 
vide enough  stamps  to  fill  from  '  i  to 
I  a  stamp  saxri  hook.  Class  pre- 
dicts that  'traveling  businessmen 
will  now  find  that  renting  a  cai 
from  National  will  be  a  wax  of 
pleasing  then  \\i\rs  at  home.  Thcx 
xx  ill  return  after  renting  clean  cars 

t  competitive  rates  with  a  pocket- 
I  of  Green  Stamps." 
In    the    supermarket     industry, 

ding  stamps  became  major  com- 
titixe     weapons,     infiltrating     the 

eld  to  the  point  where  lMK  ,   of  the 

bain  stores  offer  st .mips. 

Round  loaf  means  bread — 
and  butter  for  broadcast 

Hoxx  to  snare  a  larger  slice  of  the 
market  is  no  small  matter  for  mak- 

■rs  o|  such  household-word  staples 
as  hread  and  butter,  to  name  txxo 
products  usually  In-reft  of  tin-  pro- 
motional opportunities  that  sur- 
round some  more  luxurious  items. 
Last  week,  however  a  campaign 
hroke  in  New  York  and  Chicago,  as 
have    similar    campaigns    in    other 

ities  across  the  country,  which 
4ixes  ,i  new  look  to  old  loaxes  and 
is  shaping  up  as  graxx   for  radio  and 

x  spot. 

It  all  started  xxith  an  industrx 
group  called  Oualitx  Bakers  of 
Kmeriea  Co-Op,  which  some  time 
'>ack  spaxxned  a  common  agencx 
.■ailed  QBA  Advertising  Bureau. 
New  York.  Helmed  by  advertising 
iirector  Robert  I..  Schaus.  the  agen- 

iPONSOR    |(,    sm-um.uk    1%.1 


i  x    w  hi,  h  lulls  about  > I ♦>  million  a 
x e.n      is     ,  tu  rent!)     spe.u he  idin 
campaigns  in   16  markets  t"  Intro 
du<  <■  round  xx  lute  Inc. id  to  die  i  oun 

ti  x      I  In-  idea  was  fiist   pn  ked  up  hx 

Sunbeam   Bread   and   marketed  as 

Round     ii     Bound      with    an    almost 

immediate  pickup  in  sales  in  iui  h 

markets  as  Baltimore  and  I  tetroil 

Now   ( Sordon    Baking  (  o  has  hit 
New    N  < >i  k    and    (  tin  ago 

sin  lx  es        and  ail   xx  ax  es  \x  ith 

Sih  en  up  B d 

II    broadcast    schedules  in  these 


txxo  majoi   m. ii  • 

sxx  itt  h    to    I  irt  ul.ti  iuld    lx 

'  big  I si  |.a  national  s|Mit   w In.  h 

i  an  t  usii.iIK  e\|>, ,  i  mut  h  nourish" 
men)  fri im  small  in 

I 

foul    tx    st.itiniis    xv  ith     in 

pots  u  ,  ks  ami 

mi  six  radio  stations  w  ith  s..m.-  ion 
sp. its  .i  week   fni   dm  •  In 

<  Im  In  .lull  s   are    •■  imevt  hal 

lighti  i    \xith  a  total  "f  about    l-11 
s|)nts  mi  three  tx   st.itimis  and 
spots  on  si)  radio  stations 


YOU'RE  ONLY 

HALF-COVERED 

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


AVERAGE  HOMES  DELIVERED 
PER  QUARTER  HOUR 

(Morch    1963    NJI  —  6:30-10:00    p.m.| 

UNCOINIAND'    "A" 

(KOIN-TV    KGIN-IV)      59.900 

OMAHA    "A"    55.400 

OMAHA    "I"    55.000 

OMAHA    "C-    54,000 

UNCOIN  LAND*      'I"  2J.300 

UNCOIM  IAND*     "C  27.000 

"linCVlflHottinft    I.O'nri 


J 


Lincoln -Land  is  now 
nation's  74th  TV  market!* 


In    elleetivel)     li.imiiirr    litittH-    \<>nr    «l  or  s 

in    ill.-    Nebraska    market,    roall    mitt    * 

/<>f     if     %.iu     .l.in'l     in. In. I.      lln-     other     lnf 
m.irk.  I         I  tit.  ..In  I  .in. |. 

I  in.  ..In  I  .in.l  i-  n. m   rated    ~(</i 
markri   in    tin    I     \,   l..i-<  .1   ..11   id.    iterate 
1111 111  tu  r     .if     It. .111.  »     |i,  r     .|it.iit.  r     It.ntr     ilr 

lirered  bj  -ill  -i.iii.ui-  in  tbe  m.irk.  i    I  ln- 

206.000      Ilium  •*      .1.  Ii\.r..|       m.ititlth  I  is 

K(H   N    I  \     M.IN    I  \       U „|, ..I  f.,r 

any    .i.ls.nt.,  r    *  Im    njul-    1.1    n  .1.  It  tip 
Mtion'i    m.i-t    impartial    market*. 

\»k       \nn    Km. nli  I      f.ir     llir     full      -|..r\ 

..11     K"l  N  I  \    Ki.lN  I  \       id.-     Offieiai 
ltti-n     1   US    Outlet    fur    iii<i-t    ..f    N'ebl 
■  ml    Nnrtlii-rii    kanui. 


K0LNTV  KGINTV 


CMANMIl    IS   •    Jl»  SCO   Willi 

!•«•  n   io«it 


cmmii  11  •  III  m«  mm 

INI  FT    TOall 


covin  itNcoiNi*No-NU«»i«*  1  orxu  (IO  «m«ii 

A, . in. 


ADVERTISERS 


1 


NEWS  NOTES 


1 


Form  purchase  order  talent  firm: 
Newest  development  on  the  adver- 
tising scene  —  now  specialises  can 
be  "rented"  according  to  the  par- 
ticular marketing  or  advertising 
problem.  It's  all  the  idea  of  YV.  II. 
Long  Marketing,  Inc.,  which  has 
formed  a  new  organization  called 
Associated  Professional  Talent  (or 
APT)  in  Greensboro,  N.  C.  A  highly 
categorized  "Register  of  Associated 
Professional  Talent,"  will  contain 
complete  data  sheets  on  over  500 
carefully  screened  and  cataloged 
"creative  brains"  from  both  the 
U.  S.  and  several  foreign  countries 
— all  specialists  on  various  prod- 
ucts, services,  and  areas  of  adver- 
tising, marketing  and  public  rela- 
tions. It  will  be  issued  on  a  lease 
arrangement  for  $50  per  year.  Tal- 
ent breakdown  includes  these  nine 
major  categories:  administrative 
counsel,  advertising  sales  coordina- 
tion, planning  and  research,  market- 
ing and  distribution,  copy  and 
ideas,  the  arts  and  design,  collateral 
producers,  packaging  and  point-of- 
purchase,  and  public  relations. 

Philip  Morris  sports  film:  The  U.  S. 
Lawn  Tennis  Championships  at  the 
West  Side  Tennis  Club,  Forest 
Hills,  X.  Y.  provided  the  back- 
ground for  the  opening  sequence  of 
a  film  on  the  history  of  lawn  tennis, 
produced  by  Philip  Morris.  The  37- 
minute  film  is  being  narrated  b) 
Chris  Schenkel,  sports  announcer, 
and  Hoy  Kmerson.  Australian  Davis 
Cup  star.  To  be  available  in  16 
and  35mm,  the  film  should  be  com- 
pleted by  1  October  for  release  to 
clubs,  service  organizations,  and 
community  groups.  A  27-minute 
version  will  be  produced  for  tv. 
Hoy  Emerson,  by  the  way,  is  em- 
ployed by  Philip  Morris  Interna- 
tional and  also  serves  as  a  public 
relations  rep  for  the  company.  His 
tennis  travels  enable  him  to  work 
with  the  company's  agents,  licen- 
sees, and  subsidiaries. 

Freedoms  Foundation  invites  en- 
tries: Nomination  Forms  lor  the  ad- 
vertising category  of  the  15th  an- 
nual National  Awards  Program  of 
Freedoms  Foundation  .it  Vallej 
Forge  are  available  now    to  local 


and  national  advertisers.  The! 
awards    "recognize    the    important  I 
role  played  by  the  nation's  advertis-1 
eis  in  getting  across  the  concepts  of | 
freedom  and  free  enterprise."  Com* 
panics  and  organizations  may  sub- 
mit their  own  or  anyone  else's  mate- 
rial   to    the    Foundation    by    filling 
out  an  official  nomination  form  oi 
by  a  simple  letter  of  transmittal,  nc 
later    than    1    November.    Some    16 
awards  were  presented  in  the  ad- 
vertising category  last  year  with  the 
two  top  honors  going  to  America 
Fore  Loyalty  Group  of  New   York 
and  the  Florida  Power  and  Light 
Company. 

Bell  Brand  breaks  broadcast  blitz: 
One  of  the  largest  processors  oi 
potato  chips,  Bell  Brand  Foods,  is 
introducing  its  new  packaging  idea 
via  a  saturation  campaign  starting 
early  this  month.  New  package  ■ 
fers  the  whole  line  in  bonded  cel- 
lophane with  a  diamond  design 
with  a  new  twist  for  opening.  Spot' 
will  be  carried  on  one  San  Diego 
four  Los  Angeles,  one  Bakersfield 
one  Santa  Barbara,  one  Salinas,  one 
Las  Vegas,  and  two  Sacramento  h 
stations. 


NEWSMAKERS 


Calvin  Globe  to  manager  of 
media  advertising  for  the  Lighting 
Products  Division  of  Sylvania  Elee 
trie. 

Albert  Feldman  to  the  press  de 
partment  of  the  Insurance  Inform* 
tion  Institute.  He  was  assistant  di 
rector  for  radio  anel  television  anc 
senior  account  executive  for  Hudei 
and  Finn. 

Floyd  L.  Wideman,  Jr.,  to  vice 
president  for  new  products  of  John 
son  c\  Johnson. 

Dr.  Norman  Young  to  Levil 
and  Sons  as  vice  president  in  chargl 
of  marketing.  He  was  previous!) 
\  ice  president  of  Ted  Bates. 

\\  vrri  \  Hoi  iiu  \si  i  in  to  Audit: 
(\  Surveys  as  project  director  in  th< 
consumer  survej  division.  He  was. 
senior  research  analyst  with  Foot" 
lair  Stores  in  Philadelphia. 

Richard  M.  Stoni  to  easten 
manager  of  Food  Advertisers  Ser 
vice.  Stone  was  account  executiv* 
with  WINS  Radio,  New  York  am 
\\  en  -Knodel. 


Ml 


SPONSOR    In  si  in  \iihr   196? 


GENCIES 


Bidding 


How  agencies  and 
producers  view  it 

Few  industr)  practices  in  television  are  lik<l\  in  arouse  ■ 
stronger  emotional  response  among  advertising  agency* 
men  or  independent  commercial  producers  than  the  prac- 
tice <>f  tv  commercial  bidding,  ilmosl  ever)  agenc)  in- 
volved in  tv  uses  it  in  some  way.  llmost  ever)  producer 
has  to  li>«'  with  it  a>  besl  he  can.  \ml  everybod)  lia^  his  own 
opinions  concerning  t  li<>  practice.  Said  a  veteran  New  \  <>rk 
commercial  producer  lasl  \><rk:  "The  bidding  svstem  is 
responsible  Tor  the  presem  instability  of  tin-  commercial 
film  industr) .  Countered  a  lop  agenc)  executive:  "Bid- 
ding i>  good  because  it  protects  client  and  agenev.v  *  > i-i ^ i- 
nalK.  bidding  was  designed  as  a  double  hedge  against 
agenc)  inexperience  in  \\ .  and  against  kickbacks.  Both 
problems  are  at  a  minimum  .  .  .  I>nt  bidding  rolls  on. 

Here's   a   special    report. 


jfcNtltb 


Is  the  tv  commercial   bidding   system 


A  i  11  \m  one  Now  York  agency, 
Doherty,  Clifford,  Steers  &  Shen- 
field  (a  user  of  the  competitive 
commercial  bidding  system)  con- 
siders itself  unique  in  that  its  tv 
production  department  is  staffed 
\\  ith  producers  who  were  formerly 
experienced  film  makers  them- 
selves They  know  the  limitations 
of  production  technique  and  equip- 
ment, according  to  Peter  Cooper, 
\.p.  for  radio  and  tv,  at  DCS&S. 
They  know  what  can,  and  what  can 
not,  reasonably  be  done.  At  DCS&S 
the  competitive  bidding  system  is 
used  not  simply  to  find  the  lowest 
bidder  but  rather  to  determine  the 
best  value  for  clients.  "The  bidding 
system  itself  works  to  broaden  the 
scope  of  those  contacts,  introducing 
new  and  special  talents  as  they 
come  along,"  Cooper  says. 

Mogul,  Williams  &  Savior  also 
follows  the  bid  system  because 
"its  the  most  consistently  effective 
method  to  insure  best  results  in 
the  end  product,"  according  to 
Martin  Cohen,  radio  and  tv  produc- 
tion head.  Usually,  MWS  invites 
three  studios  to  bid  on  any  com- 
mercial. Studios  are  given  boards, 
scripts  and  specifications  and  in 
turn  provide  the  agency  with  esti- 
mated production  costs  less  talent 
( agency  handles  its  own  talent 
negotiations),  a  list  of  personnel 
for  the  job  and  suggestions  for 
creative  production  techniques. 

"The  cost  factor  is  rarely  the  sole 
determinant  in  the  final  choice." 
Cohen  adds  "The  bid  system  is  a 
healthy  one  for  the  industry  and 
until  a  better  idea  is  forthcoming. 
MW&S  will  go  along  with  the  bid 
system.'' 

Competive  commercial  bidding  is 
like  nymphomania:  too  much  of  a 
good  thing,  in  the  words  of 
Lawrence  Wisser,  president.  Weiss 
&  Oiler.  Wisser  says  the  bidding 
system  is  neither  boon  ner  bane, 
but  merely  a  yardstick,  especially 
when  tin-  agency  has  its  own  tv 
department  complete  with  creators 
•ind  producers. 

The  (unction  of  the  outside  pro- 
duction house,  under  these  circum- 
stances, is  basically  that  of  an  im- 
plementor,"  Wisser  says.  "For  us. 
it's  more  than  the  competitive  bid 
that  yets  the  job.  it's  the  most  com- 


petent and  qualified  of  the  com- 
petitive studios." 

Agencies  can't  live  by  price  alone, 
though  budget  limitations  must  be 
observed,  according  to  Tom  De 
Huff,  partner  in  The  Zakin  Co.  "A 
production  house  is  only  as  good  as 
its  personnel,"  De  Huff  points  out. 
In  Huff's  view,  a  competent  agency 
must  judge  a  producer  on  these 
qualities,  just  as  an  advertiser  com- 
pares agencies  on  their  merits  be- 
fore making  a  choice. 

The  bidding  system  is  neither  all 
good  nor  all  bad,  in  the  view  of  Leo 
Greenland,  president,  Smith/Green- 
land. It  is  only  a  guideline,  he  adds. 
'We  take  bids  on  jobs  from  studios 
we  recognize  for  their  outstanding 


camera  techniques,"  "Greenland 
says.  "We  fit  the  studio  to  the  com- 
mercial. And'  in  all  instances,  we 
specifically  designate  cameraman." 

Competitive  bidding  is  unfair  to 
suppliers  and  many  times  mislead- 
ing to  client  and  agency,  according 
to  David  E.  Fulmer,  v.p.  and  cre- 
ative director,  Guild,  Bascom  & 
Bonfigli.  "To  the  supplier,  who 
knows  that  the  averages  are  against 
him  from  the  beginning,  since  sel- 
dom are  boards  submitted  to  less 
than  three  houses,  most  bids  must 
go  into  the  books  as  dead  losses," 
Fulmer  notes. 

Views  on  tv  commercial  bidding 
are  much  the  same  at  the  biggest 
agencies. 


Some  like  bidding  system  .  . 


"We  favor  it.  Prices  are  invari- 
ably loicer  .  .  ." 

ARTHUR  WRIGHT  (C&W) 


"The  bidding  system   works. 
troducing  neiv  talents  .  .  ." 

PETER  COOPER  (DCS* 


"The  film  and  tape  producers  all 
flet  a  fair  shake  .  .  ." 

LARRY  PARKER  (KfcE) 


"To  the  supplier,  most  bids  mi 
go  as  dead  losses  .  .  ." 

DAVID  E.  FULMER  (GBA 

SPONSOR     1 1)    si  ill  MBER    1963 


»,I*\. 


I  boon  or  bane  to  admen,   producers? 


\l     Young    &     liiibu.iin      ill    most 

lasts,  work  is  awarded  <>u  .1  com 
petitive  basis  "But  we  certain!)  are 
m>t  afraid  to  break  sin  li  .1  rule, 
Red  W     Frost,  \  p    and  manager, 
t\  .nt  .mil  commercia]  production 
department,  says.    The  competitive 
hid  s\  stem  doesn  t   ha>  e  to  be  .1 
Bane  unless  you  are  blmdU   riyid 
in  awarding  to  the  low  price     Frosl 
.tlso  notes   th.it   there  are  certain 
i«)hs  th.it  1  .in  t  be  1  lompetitivel)  bid 
\t  BBDO,  the  situation  is  sum 
L11     w  e  believe  in  competitive  bids 
although  there  are  instances  where 
a  1  recommend  one  particular  studio 
h«i  .uise  oi  specialized  talent  w  ith 
in    it.      \ithnr    Bellaire,    associate 
gop)  director  and  v.p.  in  charge  "i 


h    and  1  adio  pi  1  idu<  tion  ol 
'In    an)     event,    tin-    expei ien<  1  d 
agenc)   is  well  aware  "I  the  basw 
1  osts  involved  in  an)  su<  h  pr<  1 
including  all  the  various  t«  him  al 

phases  nt  |)ii  nlm  til  in    •    mli  t   ni  'i  mal 

1  in  nnistaiii  es     therefore     'his    ex 
pel  if  m  e    enables    the    agen<  \     to 

e\  aluate  the  \  ai  ial s  in  <  ompeti 

ti\ e  bidding;  hem  e  to  .n  hie\ e  tin 

hest     possible    1  uinineii  ial     pn  .dm 
tion    at    the    lowest    possible   cost 

\t  I    \\  altei  Thompson,  in  most 

eases,  but   not    in  all     [WT  uses  the 
bid   s\  stem     (  )lli  e   a    si  i  ipt    has   been 

okayed   the  |\\  I  produi  ei  i  alls  En 

(hue    suppliers    "I    his    ou  n    i  lion  e 

For  briefing  sessions  foi  bids.    Tins 
can  be  a  group  meeting  01  .1  meet 


and  some  others  don't  like  it 


/ 


llimi nation  <»/  the  system  u  mild 
•  most  useful  .  .  ." 

VI    MENDELSOHN    MM 


%'\  urtiirrs    11    'nil  mhrr*    concept .' 
rnlhrr  than  rrs/iri  I." 

I  I  W    M   IIW  \IU/     l\K\s 


toduction  is  begun  without  re- 
icing,  enthusiasm  .  .  ." 

ELI  l  l\  1 1  w   (  mmJfill 


"( i>xt-l>lii\   <\>ii(M   umilil  mm 
ugency  tin  finest  quality  .  .  ." 

Mil  MM    s  \I  IN     \  CI 


ippli<  1  IndividuaO) 
I  in.il  di  1  ision  is  th.it  of  th' 
produi  ei 

In     itt.  nd.ui 

how  ver,  is  01 

man    know  I.  doable    .  -t    all    Dftxlui 

turn  i  ust .  and  wjuipped  w  ith  h 
Bgun  s   furnished   b)    the   suppliei 
w  ith  w horn  w e  do  busii 

\h  kiiiin  j     |\\  I  -•  head  "t  t\    | 

dm  tion,    explains        I  he    siipph-  I 

throughl)  briefed  and  given  .1  I 
page   specification    sheet     \s   mp 
pliers   .ni    working   up   then    own 
luiU  1  mi  estimatoi  is  fui nishing  oui 

piiidm  ei    w  ith    icallstii     bids    whu  h 
lie   Can    e\pei  t    to   be    lei  civile^    trolli 

our  suppliers 

McKinne)    sa\s  the   pur] 

the  stall   eStimatOI    is  to  see  that   the 

agenc)  gets  for  the  client  a  fait  bid 
figure  tm  a  qualit)  produi  tion  job 

ami    it    is    |\\  I  \   feeling   that    the 

estimator     s\stem     also     serves     tin 

supplier  fairl)    for  should  Ins  bid 

1  imir  in  at  a  i  ompletel)    miiealistu 

figure,  he  is  given  a  review  of  what 
is  expected  of  him  on  the  j< »b 

II     there    has    been    a    inisimd.  i 

standing  in  the  initial  briefing  ses 
sum  he  is  given  ever)  opportunit) 

to  make  a  new    bid  based  upon  tin 

clarification  "I  the  misunderstand 
bog,"  adds  McKinne)  It  the  sup 
plier  lias  not  had  a  misunderstand 

ing  but  dei  ides  f(  1  Mas.  .ns  .  it  his 
ow  n.  to  lower  his  price  we  t 
the  pin  e  1  nt  should  1  oini 
Ins  mark  up  and  not  from  the  items 
affecting  production  values  Once 
bids  .ne  finalized,  the)  an-  studied 
b\  oui  producer,  discussed  with  the 
aii. unit   group  and  then  presented 

to  the  1  llent  W  nil  rei  omtnelid.i 
tH  Mis 

\t     Benton    i\     Bowles,    DTK 
never    the    primar)    consideration, 

trding  to  G* rdon  Webbei    1 
of  the  broadt  ast  commen  ial   | 

duction    department 

competitive  bids  is  predicated 

the  1  archil    sel.i  tn  m   i  >l    the   In  " 

you  submit  your  sf 
\\ .  bber  sa)  s     (  suall)  %  on  send  it 
out  tn  four  equaU)  c<vod  houses  but 
you   ma)    still    have   a    preferen<  • 
among  these  houses   If  \ oui 

isn't  t<  t  of  line  .is  re 

is  the  bid.  you'll   probabl) 

to    them      I'rii «      isn  t     the    pr  niuir  \ 
n        It      is      t1  •  :\  e 


SPONSOR      It.     sMMIMHIK      1963 


JEMV.IC) 


team  being  offered  to  you  that  is 
most  important,  plus  other  factors. 
(  reative  thinking  on  the  part  of 
the  supplier  is  a  valuable  factor." 
\t  Kenyon  &  Eckhardl  the  scaled 
bid  system  is  employed.  According 
to  Larrj  Parker,  v.p.  and  manager 
(it  t\  commercial  production  and 
art.  all  concerned  are  pleased  with 
it.  "The  individual  producer  is 
happy,"  Parker  says.  "But  the 
people    who    benefit    most    arc    the 


job  to  each  film  house  (three  is  an 
average  number )  and  they  return 
with  estimates.  Though  costs  are 
important,  Manning  Rubin,  director 
of  commercial  production,  says,  "we 
don't  always  choose  the  lowest  bid- 
der." This  happens,  he  says,  for 
example,  where  the  agency  feels 
that  the  bidding  was  too  competi- 
tive and  could  result  in  cutting  of 
corners. 

On    occasion.    Grey    will    simply 


BIYKH-M  I.l.l.H  RELATIONSHIP:  T\   commercial  bidding  affects  basic  liaison  be- 
tween agenc)  and  producer  in  commercials.  Here,  EUE  shoots  lor  Schlitz  tv  film  spot 


clients  and  the  film  companies. 
W  ilh  our  system  \vc  can  and  do 
save  money.  Even  newcomers  in 
the  business  get  a  chance  to  bid. 

The  procedure  at  K&E  is  to  call 
in  three  suppliers  at  which  time  the 
boards  and  other  vital  matters  are 
reviewed  for  them  carefully.  Each 
supplier  gets  a  "bid  letter"  which 
he  is  required  to  fill  out  and  return 
to  the  agency.  Bid  form  calls  for 
exacting  information  from  supplier 
including  such  important  data  as 
who  will  be  the  director,  camera- 
man, editor,  etc.  on  the  job.  All  bids 
are  opened  at  the  same  time  b)  a 
group  of  agenc)  executives. 

"Ilie  sealed  bid  s\  stem  works 
because  not  onlj  does  a  client  bene- 
lii  h\  getting  more  lor  his  ad  dol- 
lars hut  the  film  and  tape  producers 

in  \ew  York  all  get  a  lair  shake 
when  the  bids  are  finally  awarded." 
sa\s  KM',  s  Parker. 

\i   Grej     Advertising,   the   c 

petitive  hid  sxsiem  still  prevails 
hut  changes  are  evidently  in  the 
\\  inil    Basically    ( Irej   explains  the 


pick  a  film  company,  perhaps  be- 
cause of  an  outstanding  creative 
film  director — and  then  get  an  esti- 
mate1 on  the  job.  "As  a  matter  of 
tact.  Gre)  more  and  more  is  picking 
production  houses  for  creativity, 
and  then  negotiating  the  price," 
Hnbin  notes. 

At  Gardner  Agency,  producers 
always  ask  for  bids  (usually  from 
three  studios).  Lowest  bids  arc-  not 
always  selected.  In  the  final  analy- 
sis, the  studio  is  chosen  on  the  basis 
of  talent,  cost,  equipment  and  ser- 
vice. Balph  Pasek,  Gardner's  radio/ 
tv  production  manager,  maintains 
the  bidding  s\stem  is  good  because 
it  protects  the  client  and  protects 
the  agency. 

\t  Cunningham  c\  Walsh,  the  bid 
system  is  preferred,  says  Arthur 
Wright,  executive  producer,  com- 
mercial production.  "We  favor  it. 
quite  candidly,  lor  selfish  reasons." 
Wright  says.  "Tv  production  is  a 
competitive  business  and  we've 
found  that  when  production  com- 
panies know  that  more  than  one  bid 


> 


yl 

■■ 


is  being  invited,  prices  are  invari- 
ably lower.  The  cost-plus  or  fee 
s\stem  promoted  by  certain  sup-;  -,,n 
pliers  is,  we  feel,  merely  a  guar- 
antee to  the  supplier  that  he  will 
not  lose  money  on  a  job.  When  an 
agency  is  prepared  to  work  fairly 
with  the  supplier  .  .  .  this  guarantee 
should  not  be  necessary." 

At  C&W,  three  suppliers  are  gen- 
erally invited  to  bid  on  a  job.  In 
making  final  decisions,  the  produc- 
tion department  also  considers 
studio  personnel  and  facilities,  cre- 
atixe  contributions  as  well  as  price. 

What's  on  the  other  side  of  the 
tv  commercial  coin?  How  do  \et- 
eran  commercial  makers  and  pro- 
duction houses  feel  about  competi- 
tive bidding?  Here's  how  the  situ- 
ation shapes  up: 

With  few  exceptions  the  biddin 
sxstem  is  frowned  on  by  suppliers. ; 

It  is  responsible  "for  the  present 
instability  of  the  film  industry," 
sa\s  Shelley  Satin,  executive  v.p., 
VPI  Productions.  He  predicts  that 
before  long  most  agencies  will  be 
using  a  cost-plus  system.  "We  know 
that  a  cost-plus  sxstem  would  as- 
sure an  agency  producer  the  finest 
quality  without  the  burden  of  ex- 
orbitant prices."  Satin  adds. 

Standards  would  still  be  met 

Al  Mendelsohn,  general  sales 
manager,  Elliot,  Unger  &  Elliot, 
notes  that  "an  elimination  of  the 
bidding  system  would  be  most  use- 
ful in  that  our  facilities  in  Holly- 
wood and  New  York  would  entitle 
us  to  a  great  deal  of  production 
business  which  could  easily  be  justi- 
fied to  any  national  adxertiser.  Is 
bidding  boon  or  bane?  Let  me 
say  this:  Agencies  xvill  still  come  to 
the  place  which  can  deliver  the  best 
film  in  a  manner  which  is  both  ex- 
peditious and  dependable.  We  can 
meet  these  standards,  xvith  or  with- 
out bidding." 

The1  bidding  sxstem  can  be  a  hin 
chance1  to  both  production  company 
and  agency  producer,  Gerald  Auer- 
bach,  president  of  Gerald  Produc- 
tions, says.  "In  this  business  when 
a  premium  is  placed  on  creative 
expression,  the  bidding  sxstem 
tends  to  restrict."  he  says  "We  have 
found  that  when  competitive  hid 
ding  is  necessary,  group  orientation 
of  all  bidders  with  free  exchange 
ol  questions  and  comments  makes 
lor  the  fairest  opportunity  and  best 
finished  product." 


•! 


k 
I 
I 


SPONSOR    In    si  I'll  xniiK    196 


Multiple    Iml    subsmissions    are 

id,    according    t"    Joe    Dunfurd, 

resident,   Pelican   Films    Bui   the 

id  s\  stem,  used  w  idi  discretion,  is 

jill  the  best  system,  he  dunks   l>< 

BBuse    newei    Blm    producers    are 

jh  mi    .1  (  hunt  i 

Hill  \\  iiss  v.p.,  1 1 1 1  \  I  cons,  .1 
,ln  ision  "l  i  !BS  Films,  sa\  s  that 
men  "you  are  dealing  w  itli  .i  cre- 
i(j\  c  mi  \  ice  and  you  know  the 
kjoinu  rate,  it  sin ii 1 1 di 1 1  be  ni'i  csvii  \ 
i)  seek  bids, 

Ititlilini:  >/<( 7/s  tight  budgets 

According  to   Eli   Levitan    con 
jultanl  and  authorit)    on  commei 
i.iU.    .mil    author    <>l      inimation 
Techniques  and  Commercial  Film 
Production,  with  die  "self-imposed 
limitations  "I   accepted   bids   .   .   . 
production    is    begun    without    n 
[oicingand  seldom,  it  ever,  with  an) 
ntward  expression  oi   enthusiasm 

.  unfortunate!) .  and  undeniabl) . 
low  hid'  and  tight  budgets  are  not. 
isu.dK.  the  ingredients  with  which 
iward-winning  films  arc  made." 

The   bidding   s\stem   nurtures   a 
faumbers  concept    rather  than  re 
Ipecl  tor  content  and  in  this  regard, 
s  s(  \  erel)    damaging  tin-  agenc) . 
lent     and     film    producer,     Lev 

iwartz  oi    Ferro,   Mohammed  & 
Riwartz,  observes. 

II     \nii    want     Hcl>    Hope    for    a 

it    Mm  don't  iit-t  bids  from  an 

ler  t \v < >  performers,  rather,  you 

Bgotiate  die  deal  based  on  usagi 

sound    husiiitss     judgment, 

iwartz    continues,     "loo    man) 

>ids   are   accepted    based    on    the 

u  i    lather  than  an  overall  COnsid 

ition  oi  the  mone\   being  spent 
expose    the    message    to    die 
iblic." 

W  hat  do  all  the  statements  and 
linions  .nM  to?  This  seems  In  In 
le  i  in  i.nt  pattern: 

►     Most     advertising     agen<  ies, 
lether  larg<    or  small,  go  along 

ith  the  bidding  s\  stem  in  t\   (urn 

orcials    as    a    protects  e    de\  i<  i 

lowever,   as   the   brat  k   re<  ord   oi 

du<  (ion    houses    is    more    (  h  .n  1\ 

tablished.   there's  a  shift   in   !a\  O] 

assigning  the  job  on  the  hasis  ot 

ihilitx 

r    Most    outside    (  iiiiiliit  K  lal    pro- 
It"  is  dislike  the  bidding  system, 
letimes   vehemently.    Most    live 
ith  it.  however,  but  hope  tint  the 

w  th  o|  t\  w  ill  remove  tin    net  t  s 
tor  tight-dollar  competition. 


FC&B  opens  ownership  to  public 
with  sale  of  500,000  shares 


\th  t  i  iisiu ■■.    .mil  w  ith  it  tin    busi- 
ness "I  ho  tadi  as  ting   passed  a  milt 

si ■  last  week  w hen  I  ' K>t<     < 

«\  Beldin     w  hi<  Ii  mak<  i  its 

mone)    via   radio-h     offered   st< "  k 

to    the     puliht        I  (    Ml      w  ith     g] 

billings  oi  M  15  I  millii m  last  ) i  ai 
is  the  lii st  ol  the  top  billin 

elite  Ii  i  '.'J  >  |)lll>llt 

( HI.  u  .1  at  $15  50  a  shan  the 
issue  w  as  traded  its  set  ond  da) 
ovei  the  * . .  1 1 1 1 1 «  i  at  s  I  >  v  I  ~>  5  s 
bid  $15  T  8  $16  ask<  d  Mi  rrill 
I  \  in  h     Pier<  i      Fennel    &    Smith 

managing   lii  m    an g    50    undei 

w  i  iting  the  offei    i  ailed  if  succi 
lul     Selling   officers    put    up    ">|MI 
(MMi   shares   ol    common    st<M  k    foi 
sale    retaining  87  s  imbined 

<  ommon  and  (  las,  B  shares  I  here 
are  1 :2  million  commi >n  shares  out- 
standing ami  51 1  592  ot  (  lass  B 
The  <\a\  before  offei  ing  st.  .(  k  to  tin 
public  the  compan)  de<  land  a 
di\  idend  oi  15  cents  quarterl)  pa) 
able   In  December  to  stockholders 


1 

In    it 

ti\  s  lop  hillers    I'  Ii  ted  "th 

billfal  million 

radio  s  I  l  million    I       '    impai 

hall  dozen 

millii  a.  in  I  I 

i.  pi,  s,  ntin 

lk   last   \. 

million  in  radi< 

i aim-      mi  ome     from     last 

:    s     .ill    III.  dl.i     hill    '  -IMS 

million     .mil    ml    in 

millii  'ii 
Selling    sto<  kholdi  i 

i  Ii, urn  in    Robert  1     <    irni 
i  ommitti  •      '  h. mm. m     I   hi t  i       M 
(  oni    pn  sidenl  Holland  \\     I  a)  l"i 
and    Robert    I     Koretz     Milton    II 

s,  h.iw it/.    1  lw I    \\  hitne)     and 

I  red  l.udekt  us.  all  si  in.,!  \  ii 

idi  nis    \    |    IWi  mm 

ativi   directoi  "t  th. ■  (  hicauo  i  •■'' 


BBDO  OFFICIAL  DEALS  OUT  CARD 


Smell    I  I  tm>\  .ill     I  .    IIHDO    »    p     t\ii     .ill    tin   .    \»ln>   iliMumil    I     s  . 

■  nt-iit  s  I  irs(  (  ninmi  iii.H.iiiM-  lntiiii.itiiiii.il  Postal  '  .ml.  attends  ln»t  il.e 

of-issue   ceremonies   .it    l»ut  kilt  IN  i    Center,   which   had   .t*   it*  principal 

spt-.lkt'l     (    illlllllllll      S,|II|I.I1N      I    lltl.t'l     II       II".        I  < 


PONSOR     |t,    si  PTFMBFR     l%3 


■     J   C    II   V   I   L    J 


ikI  Charles  S.  Winston,  Jr.,  execu- 
\  .p. 

FC&B  was  organized  in  1942  to 
acquire  business  of  the  old  Lord  & 
Thomas,  pioneer  agency  establish- 
ed 1873.  Current  clients  include 
such  subsiantial  broadcast  cus- 
tomers as  Armour  General  Foods' 
Jell-0  and  Perkins-S.O.S.,  B.F. 
Goodrich,  Hallmark  Cards,  S.C. 
Johnson  &  Son,  Kimberly-Clark, 
Kraft  Foods,  Lever,  Paper  Mate, 
Purex,  Sunbeam,  Sunkist  Growers, 
Trans  World  Airlines,  and  Zenith 
Sales.  Accounts  date  back  to  the 
days  of  Lord  &  Thomas  in  many 
cases,  with  Sunkist  acquired  as  far 
back  as  1907. 

The  New  York  and  Chicago 
offices  each  account  tor  a  third  ot 
FC&B  billing,  with  other  offices 
and  foreign  subsidiaries  in  San  Fran- 
cisco, l.os  Angeles,  Houston,  Lon- 
don, Toronto,  Frankfurt,  and  Mexi- 
co City,  and  service  offices  in  Paris 
and  Montreal.  Altogether  some 
1,390  persons  are  employed  by  the 
agency. 

As  the  first  large  advertising  cor- 
poration to  reach  the  public  mar- 
ket, Foote,  Cone  &  Belding  has 
taken  a  step  often  rumored  for 
others  in  the  top-billing  circle  but 
not  yet  hazarded  by  the  rest  in  that 
class.  When  McCann-Erickson  re- 
structured its  organization  under 
the  Interpublic,  Inc.,  name  in  1961, 
there  was  speculation  that  public 
sale  of  stock  might  follow,  but  so 
far  this  has  not  happened.  Papert, 
K.oeni'4,  Lois,  a  young  agency  not 
yet  in  the  largest  billing  league  but 
exceeding  $20  million  (75%  in  tv), 
put  its  stock  on  the  market  a  year 
ago.  Last  week  it  was  bringing  $10 
to  $10.50  a  share  over  the  counter 
.liter  starting  at  $6  when  first 
offered. 

New  Chi.  ad  agency  bows 
with  on-the-air  open  house 

E.  II  Russell,  McCloskey  &  Co..  a 
new  agenc)  which  hit  the  Winch 
City  last  1  July,  is  making  a  bid  for 
public  attention  which  may  be  un- 
precedented in  agency  circles.  As 
is  often  the  case,  the  new  shop 
chose  the  traditional  open  house 
wax  ul  making  its  debut  before 
clients,  the  press,  heads  of  other 
agencies,  media  reps,  suppliers,  and 

friends   This  evenl  took  place  last 
eV     12)  al  the  agency's  200  East 


56 


Ontario  Street  headquarters,  start- 
ing at  4:30  p.m.  The  departure 
came  at  8  p.m.  when  a  WBBM 
remote  unit  moved  in  and  televised 
a  live,  55-minute  program  called 
Inside  Advertising — Chicago  Style. 
Exploring  the  activities  and  his- 
tory of  Chicago  advertising  agen- 
cies,  the  documentary  was  narrated 
by  CBS-staffer  Joe  Foss.  Included 
in  the  program  were  a  typical  idea 
session  to  demonstrate  how  com- 
mercials are  created,  a  man-on-the- 
street  interview  session  to  discover 
what  the  average  citizen  thinks 
about  modern  advertising,  a  panel 
discussion  in  which  executives  from 
several  of  Chicago's  leading  agen- 
cies participated.  There  were  no 
sponsors  in  the  WBBM  program, 
so  that  commercials  could  be  used 
as  examples  of  advertising  in  the 
course  of  the  show. 

Desmond  O'Neill  to  GB&B 
as  senior  media  director 

Desmond  C.  O'Neill  has  joined 
Guild,  Bascom  and  Bonfigli  as 
senior  media  director  in  the  agen- 
cy's New  York  office.  Previously,  for 
two  years,  he  was  an  account  execu- 
tive  with  the  Katz  Agency,  New 
York.  Before  joining  the  Katz  Agen- 
cy, he  was,  for  four  years,  group 
media  director  of  Kenvon  and  Eck- 
hardt. 


Frank  M 


Baker  elected   president 
Grant,  Schwenk  &  Baker 

Grant,  Schwenk  &  Baker,  Chicago 
have  announced  the  election  o 
Frank  M.  Baker  to  president.  Be 
ginning  his  career  in  radio,  Bake 
was  an  announcer  at  WKZO,  Kal- 
amazoo, then  at  CBS;  later  was 
writer  and  producer  at  NBC  aru 
WLS,  Chicago.  In  1953,  he  becarrn 
a  partner  in  the  newly  formec 
agency.  Baker  is  the  only  man  fo 
have  served  three  terms  as  presiden1 
of  the  Chicago  Federated  Advertis' 
ing,  is  past  governor  of  AFA's  Sixti 
District,  and  has  been  active  in  th 
national  affairs  of  the  Advertisinj 
Federation  of  America.  Grant 
Schwenk  &  Baker  also  announce! 
that  Paul  Grant  resumes  his  forme 
position    of   board    chairman. 


Three  "angry  young  men"  strike  out  on  their  own 


Claiming  "need  tor  creative  expression,"  these  admen  joined  to  form  own 
agency,  Warren.  Muller  &  Dolobowsky,  223  E.  48  Street,  \.  V.  New  presi- 
dent Douglas  Warren  was  pres.  ot  the  Douglas  Warren  Agency,  former!) 
\.p.  and  marketing  dir.  of  Smith/Greenland.  V.p.  Larry  Muller  (1)  was 
V.p.  and  assoc.  creative  dir.  for  Sudler  i\  Hennessy;  V.p.  Boh  Dolohousk> 
(r)  was  exec,  art  dir.   and  \  .p.   for  Grej    Advertising 


SPONSOR    16   si  imi  mihk    I9(i 


NEWS   NOTES 


\.  agenc)  moves:   lack  Lawloi 

advertising  is  now  in  new  offices  .it 

160    Wilshire     Boulevard.     r«l«- 

ihone  number  is  381  7(>:2I.  There's 

|go  a  new  address  t"i  the  Ted  EIe« 

ton    advertising    igency,  recentl) 

armed   t>\    Eleston,   who  was   foi 

i.in\  years  with  Storer  Broadcast- 

ag  ami  later  president  ol  Moore  & 

pellows     Vgencj    has  leased  quar- 

(its  .it  1220  Madison  Avenue,  Suite 

1 1.  Toledo. 

lew   account  for  Westway:  West 

-,i\  advertising,  Seattle,  has  taken 
\,i  the  $200,000  advertising  ac- 
ounl  oi  Wendell-West  Co.,  a  ma- 

i  user  nl  r.iilin  and  t\  in  the  pro- 
notion  nl  real  estate  properties  in 
Vashington,  Oregon,  California. 

NEWSMAKERS 

\i  ii   \l(  ( .i  h  in o\  tn  North  \d 
ertising   as   account   director.    He 
..is   senior   assistant    acconnt    exec- 
utive tor  (ire\    Ach  er rising. 

Patrick  SuixrvAN  to  account  ex- 
cutive  on  Lestoil  for  Fuller  c\ 
initli  c\  Koss  Sullivan  was  lormcrh 
vfth  D'Arcy. 

Leonard  V  (imsuN  tn  Ellington 
.  ('o.  as  a  director  and  senior  vice 
iresident.  He  comes  from  J.  R. 
Villiums  where  lie  was  vice  presi- 
lent  and  director  ot  marketing  ser- 
ices 

\iu  in  n  \1  \c  o\  to  art  director  of 
Jkman  advertising,  Philadelphia. 
lac  on  was  art  director  at  ComptOU 
nd  Cunningham  &  Walsh,  both  in 
sew   York. 

William  Todd.  Todd  D.  Ld  i 
nd  \iuiu  R  B.  RoCOFF  to  the  copv 
tall  ol  Foote,  ('one-  c*  Belding,  Chi- 

I'odd  is  copy  supervisor.  I.iet 
nd  Rogoff  are  copywriters. 

San  FORD  II.  Mi  ii  is  to  senior  ac- 

ounl  supervisor  ol  Cole  Fischer 
logow.  He  was  executive  n ice  pres- 

lent   of   Metlis  &    I.ehow  . 

Rex    \     MOODY  to  director  ol  the 

'ethics.    Trice    Company's    special 

rvice  division.  Mooch  w  as  fonner- 

|  with  Carl  Byoir  Assoc,  and  \V\  le 

Howard  C.  Sh  wk  to  Leo  Bur- 

itt.  Chicago,  as  vice  president  and 
ssociat(    cop\    director. 

PONSOR    In   mimmiiiir    l<H 


f  i  i.*st 
O  every  cl*xy 

.  .  .and    here's   wliy: 

•  EXCITING.  COLORFUL  LOCAL  PROGRAMMING 

Central  New  York's  greatest  news  department,   Upstate   New  York's  oni, 
musical  variety  show,   celebrity  filled   live   women's   show,   outstanding   docu 
mentanes  that  out  rate  network  programs 

•  GREATEST  TV  PERSONALITIES 

Fred  Hillegas,  Joel  Maremiss.  Jerry  Barsha  and  eipenenced  news  staff  of  • 
Denny  Sullivan  and  the  WSYR  Gang,  musical  variety  show  starring  Eileen  Wehner 
and  Fred  Krick.   Bill  O'Donnell,  sports;  Ed  Murphy,  movies  and  weather.   Kay 
Russell,  women;  "Salty  Sam."  Popeye  host  Central  New  York's  greatest  salesmen1 

•  BEST  TECHNICAL  FACILITIES 

In  Central  New  York — first  with  color,  first  with  video  tape,  first  with  a  modern, 
completely-equipped  TV  center  and  the  only  channel  with  man 
mum  power  at  manmum  height 

•  EXPERIENCE  AND    "KNOW  HOW 
A  top- flight  veteran  staff  directed  by  e«ecutives  averaging  more 
than  20  years  at  WSYRTV   No   "Johnnycome-latelies."  these 

•  OVERWHELMING  SUPERIORITY 
•WSYR  TV  delivers  38%  more  homes  than  the  No  2  station 


NBC 
Affiliate 


Channel}    •    SYlACiSI,  i.  T.    •    100  KW 

Plus  VTSYETV  channel  18   ELM  IRA.  N.Y. 


Get  the  Full  Si,.-  H  IRRINGTON,  RIGHTER  &  PARS"  iNS 


MEDIA 

Slice  off  Life'  ads  held 
a  'tired'  radio  carryover 


III,  new  t\  season  "will  not  be 
better  than  last  year's  or  any  year 
before  saj  s  Paul  Gumbinner,  \  .p. 
in  charge  of  radio  and  t\  at  Law  - 
i.ik,  (  Gumbinner  Advertising. 
IK,  ,  i  itics  w  ill  pan  most  of  the 
show  s.  deplore  their  low  intellectual 
content,  ami  applaud  those  thai  up- 
lift the  mind.  .  .  .  Viewers  will  stay 
awa\    from   these   latter   in   droves." 

Gumbinner  offered  liis  tongue-in- 
cheek  opinion  on  this  and  other 
"hot"  subjects  last  nighl  while  ap- 
pearing on  WINS  Radio  (New 
York)  as  Sliest  columnist  lor  vaca- 
tioning Joseph  Kaselow  . 

On    tv's   commercial    trends,    he 

said:    '"Those    ntterh     new     and    re- 

I  reshing  commercials  known  as 'Slice 
ol  Life'  will  pop  out  all  over.  They 
used  to  he  considered  pretty  tired 
on  radio,  when  they  were  called 
'dramatizations' — hut  they're  a  verj 
welcome  source  of  income  to  ac- 
tresses who  cannot  compete  in  the 
Miss   America  contests." 


Discussing  radio,  Gumbinner  says 
that  "nobody  will  listen  .  .  .  except 
the  people.  That  old  crime  series. 
The  Shadow,  in  revival  will  be- 
wilder many  listeners  who  will  have 
to  form  their  own  pictures,  in  their 
minds,  based  on  sound  alone.  How- 
ever, those  whose  imaginations  have 
not  atrophied  will  be  able  to  enjoy 
impossibly  beautiful  heroines,  hor- 
rendous villians,  and  fights  far  gor- 
ier and  more  exciting  than  Holly- 
wood or  the  tube  could  ever  stage." 

On  radio  stations,  "Because  this 
is  a  dying  or  dead  medium,  the 
value  of  radio  stations  will  keep  on 
sky-rocketing.  Stations  will  be  sold 
at  higher  and  higher  prices,  indi- 
cating that  the  buyers  are  poorly 
informed,  reckless  investors.  It 
couldn't  all  be  tax  losses,  could  iif" 

Gumbinner  also  sees  "better-ed- 
ucated people  scorning  advertising, 
insisting  they  are  not  influenced  by 
it,  never  respond  to  it.  have  never 
bought  anything  because  of  it."  But 


Available  weekdays  in  Pittsburgh: 


KAY  CALLS  ■  9  a.m. 


CAP'N  JIM'S 


LUNCHEON  nu  ONES  1  p.m.     BY  WILLIAMS 

CHANNEL  11  ^WIIC 


MICKEY 
MOUSE  CLUB 


5  p.m. 


REPRESENTED 
NATIONALLY 
BY  BLAIR  TV 


he  advises:  "Next  time  you're  visit- 
ing one  of  your  intelligentsia 
friends,  sneak  a  look  into  his  bath- 
room medicine  cabinet  and  pantrv 
closets,  though  you  may  be  hard- 
pressed  to  find  an  excuse  to  get  into 
the  kitchen  alone.  Also,  notice  the, 
brands  on  his  bar.  Sample  gener- 
ously, by  the  way.  But  don't  arsjue 
with  him — let  him  continue  in  his 
happy  self-delusion." 

Closing  with  advice  for  the  ad- 
vertiser on  "flow  to  Be  a  Good 
Client,"  Gumbinner  suggested: 
"Never  forget  that  the  functions  of 
an  advertising  agency  include  sup- 
plying World  Scries  tickets,  nights 
on  the  town,  and  three-martini, 
three-hour  luncheons.  You  can 
blithelv  ignore  the  fact  that  an 
agency  is  in  business  to  make 
money.  Demand  service  and  more 
service.  After  all,  15'  c  is  really  tha 
wealth  of  the  Andes." 

Du  Pont  Show  of  the  Week 
strides  into  new  season 

The  Du  Pont  Show  of  the  Week 
vigorously  began  its  third  season 
yesterday  on  XBC  TV,  endurinu;  in 
the  midst  of  a  time  that  has  seer^ 
the  demise  of  other  such  dramatic 
shows.  In  answer  to  why  Du  Pont 
is  holding  on  to  the  series  in  the 
light  of  other  dramatic  shows  being 
dropped,  Charles  E.  Crowley,  man- 
ager  of  tv  for  E.  I.  du  Pont  de 
Nemours  &  Co.,  explained  that  the 
reasons  arc  twofold.  "First  of  all  our 
objective  is  to  sell  our  products  as 
effectively  as  possible."  he  said, 
and  we  have  found  over  the  past{ 
.two  seasons  that  the  Du  Pont  Shou 
>l  I  he  Week  is  an  effective  selling 
medium.  Secondly,  as  a  sponsor  we 
I  eel  we  have  a  responsibility  to  our 
audiences  to  provide  the  highest 
possible  quality  in  our  television 
shows.  We  believe  that  the  Du  Port 
Shotc  of  the  Week,  the  last  of  the 
live-on-tape  dramatic  shows  as  well 
as'  the  only  'actualitj  dramas'  pre 
sented  on  television,  accomplish 
this  purpose  also." 

Crowlej    also    pointed    out    that 
Du   Pont  will  run  more  color  com- 
mercials on  the  show  this  year  than. I 
last  season.  The  Du  Pont  show  ran 
one-fourth    of    the   commercials  in  \ 
color  last  year,  expects  to  run  from 
one-fourth  to  one-third  in  color 
year.  The  company  bases  its  use  d 
color   commercials   strictly   on   the 

SPONSOR    16  sun  miuk   1963 


4 


nbje<  i  "t  the  common  ial  itself,  do! 
n  whethei  the  a<  i  ompanying  pro 

rum  is  in  i  oh black  and  vj  bite 

"huv   .1    message   concerning    1  ^ •  * 
out    textiles    would    !><    a    like!) 
andidate    l<»i    color;    .1    corporate 
jessage  might  lend  it  sell  to  eitha 
oloi  01  I il.n  k  and  w  bite. 
Show  o)  the  Week  Idck-ofl  efforl 
tst  night  starred  Ed  Begle)  in  /  Ha 
M*t  Hangman,  one  "I  seven  original 
ram. in  employing  top-name  talent 
■educed  m  coloi  t<>i  the  series  by 
liilip    Barry,    Jr,    with    Franklin 
ehaifner  and  Fielder  t  look    Barr) 
Bnounced   that   one   serious   tele 
la\    will    nI.u    comedian    Milton 
le. 
David  Susskind  will  produce  sev> 
i  original  comedies  and  dramas,  al- 
iii  color,  including  ( tecai  w  inning 
nt<  i  I  loittm  loot.-  \  comedy    /  ht 
kttlihlinu  Hicrt.  .iikI  Tin    Hat  In  lor 
'.mitt,  starring  Banrj   Nelson. 
Irving  Gitlin,  executive  producer 
(creative  projects,  NBC  News,  is 
urn-nth    filming   one    d    the    six 
lick  and  white  "actuality  dramas' 
is  one  the  star)    d   a  "\<>utli 
oil.  i  w  lio  ran  truly  be  described 
The  Saint  oj  lUli  Strict  in  Easl 
arlem."  Gitlin  has  readied  anothei 
gram  on  a  vastl)  different  sub- 
.  the  star)   of  a  Miss    America 
testant    Miss  rexas  I  an  another 
ctualit)   drama." 

idewalks  of  N.  Y. — 

tangle  of  tv  technicians 

It  takes  more  than  just  the  out-of- 

-ordinary  to  enlist  the  attention 

blase  New  Yorkers  hut  eyebrows 

recently  as  cit>    sophisticates 

hatched  a  cowboj  riding  liis  horse 

long  Times  Square.  It  wasn't  heat 

|  st<  i  i.i.    It    was   one   oi    a    si  ore    oi 

•\  ision  commercials  produced  <>n 
sidewalks  <»t  \«-w  York  during 
|ugust. 

N        network   series  which  saw 

■ir  beginnings  on  Nev*  York  Cit) 
•ts  during    Vugust  include  the 

iiiii/  Dean  Show,  h\  Bandean 
luctions,  Espionage  h\  Plautus 
hutions.    and     East    Siili    W  i  St 

Veteran  t\  series  su<  h  as  The 
Icrs   and    The    \  urst  s    t  "n 
med  to  film  there. 
Among    motion    pictures    being 
with  street   permits  during 
Ugust    were    "Global    Allan       h\ 
CM  and  World  of  Henrj  Orient" 
Pan  Arts. 


Wanted:  More  viewers  this  fall 


\IM       I  \     his    found    a    imw    M  .i 

pi ti    its  i. ill  lineup    the  >  lassi 

Bed  ads    I  bj   network  plai  ed  tl 
ads   in   last    week's   regional    \ 
^  ■  •  i  k  edition  i  <\  I  .ife  Maguzini    i  ill 
ing  attention  t"  various  programs 


bowing   tin  i    h\    m< 

I lorotis  ' 

am  al  Ik 

!  I 

undi 


Going  Plncoi 

Hnri.td  S«J|  Tili.won 
ESCAPED 

chum;. 
Information 

REGULAR   SUNDAY    NIGHT 
for  furih«T 


Art  a  Anllqusi 

ooPPkir.iisi  inim 


Tllr 

OUT-         'STING' 
MOP" 


Ar 


tnc 


onlr 


A. 

"111! 


Merchandise  Marl 

Coinl  A    SUmpi 

HUP   STAMP   OUT    DULL 
TElEVISlOS 


Tout*  &  Trjvel 


CA« 


EXPERIENCED  DRIVERS 

■ 
LIMIT!  " 

.irp,  ch«nnrl  7.  Xn 

TOURS 

r 


-22  . 


Public  Nonces 

( AHMt  H  S    DAUGHTER 


MONE-     FUN  IF    ME 


Ann    B 


Business  S.  Financial 

(continued 

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TV    MEDIA 


ALBKKT  G.  STKIGER,  JR.  of  Steiger's  department  store,  Springfield,  Mass.,  gives  smile 
of  approval  to  Dehra  Freedman,  company's  t\  spokeswoman,  and  his  pretty  tv  models. 
College  co-eds  are  (1-r)  Diane  Sherman,  Gail  Gavicchi,  Ginny  Shakour  and  Terry  Amy 

Co-eds  key  to  Steiger  campaign 


"Teens  can  sell  teens"  is  the  philos- 
ophy of  Albert  G.  Steiger  Co.  in 
Springfield,  Mass.  What  once  was 
an  in-store  sales  technique  has  de- 
veloped into  ,i  saturation  tv  cam- 
paign on  WWLP  this  fall. 

Steiger's  board  of  clothes  experts, 
all  comely  college  co-eds,  were  a 
natural  tv  subject,  the  store  felt. 
One  of  the  girls  was  a  former  Miss 
Springfield.  Appearing  in  their  col- 
lege hoard  uniforms  the  girls  make 
several  commercials  in  which  they 
casually  introduce  themselves,  talk 
about  their  colleges  and  the  clothes 
the)  wear.  Within  tile  two-week 
campaign  this  month  the  girls  ap- 
pear on  about  30  of  the  company's 
10  commercials — 20  one-minutes,  10 
ten -seconds,  and  ten  chain-breaks. 

Coupled  with  the  five  girls  in  the 
commercials  is  Dehra  Freedman, 
Steiger's  regular  tv  spokeswoman. 
I  he  girls  back  up  the  impact  with 
many  in-tovv  n  appearances  at  lunch- 
eons   in  addition  to  selling. 

Stoie  officials  felt  (lie  idea  would 

ho  perfect  lor  a  I, ill  push  as  most 
teens  and  college  girls  refurbish 
their  wardrobes  at  tins  time.  The 
board  members  were  sent  to  New 
York  with  Miss  Freedman  on  a 
Steiger's   buying   trip   to  prep   for 

their  roles  as  models  and  fashion 
experts 


Although  the  department  store 
standby — newspapers — are  still  im- 
portant, Steiger  puts  great  stock  in 
its  use  of  tv.  Every  month  a  similar 
saturation  campaign  with  a  new 
theme  is  planned.  New  programs, 
prime  minutes,  chain  breaks  are 
used. 


Other  side  of  coin 

Jock  Manton.  \B(,  assoc,  dir.  of  tv  net- 
work and  tv  news  shows  who  sculpts 
under  (lie  name  of  Giaeomimtonio,  gazes 
at  liis  statue  of  "Woodrow  Wilson,"  which 
is  to  be  housed  in  the  Truman  Memorial 
Library  at  Independence,  Mo.  Titled 
The  Prophet  of  Peace,"  the  work  was 
commissioned  by  former  President  Tru- 
man and  donated  to  the  librarv  h\  New 
York    press    photographers    and    writers 


Barns  and  Goldberg  to  t 
posts  at  ABC  TV  networ 

Chuck  Barris,  manager  of  ABC 
daytime  programing,  has  been] 
moted  director  of  daytime  progr 
ing  for  the  network's  Western 
vision.   Effective  today,  Barris 
he    based    at    ABC    Hollywood 
work   with    program   suppliers 
packagers     seeking     new      dayt 
programs.    He    will    also    super 
the  fi\c  daytime  shows  that  c 
inate  from  the  West  Coast.  B; 
joined  the  department  in  1959 
was   made   manager  of  tx    dayt 
programing  in  1961.  Before  con 
to   ABC,   he   xv  as   engaged   in 
graining   and    dex'elopment    in 
Closed    Circuit    division    of    1 
prompter. 

Another  top  ABC  TV  appoi 
is  Len  Goldberg,  named  man 
of  program  development.  Coldl 
comes  to  the  network  from  BBE 
where  he  serxed  as  broadcast 
ordinator  for  two  vears.  Prio 
that,  he  was  with  NBC  TV,  fir 
the  research  department  and 
as  supervisor  of  special  project 

Sophia  spec  follows  Liz 

It  looks  like  another  sales  couj 
Phil    DAntoni   and   Norman  I 
the    adventurous    txvosome   w 
walked  out  of  Mutual  Broadcas 
and  into  an  approximately  $600 
deal  by  delivering  Elizabeth  Ta 
up   to   the   tv   cameras.    Under 
corporate  name  of  Telexision    : 
ductions   of   America,   the   pair  IS 
procured    another    "million    do.'l 
movie  queen  for  the  home  scree:  \ 
signing  Sophia  Eoren  for  an  hi 
long  color  special  early  next  \e. 
The  half-million-dollar-plus  i 
on  Li/.  Taylor  came  from  Ch 
strand,  via  Doyle  Dane  Bernb 
which  is  putting  the  show  on  ( 
TV 6 October  |  10-11  p.m.).  Ha> 
tried  and  failed,  to  date,  to  sell 
half   the-   show    to   another   spt 
did  not  deter  Chemstrand  from 
ing  down  a  tidy  sum.  if  somev 
less    than    for    Li/.   Taylor,   for 
Loren  show.  Similarly  it  xvill  tr 
dispose  of  half,  and  max    h; 
trouble  considering  the  lowei 
Chemstrand    is    currently    in 
ting  "with  a  network"  to  find 
for  the  show,  called  Sophia  Lor<  * 
Home,  in  which  Miss  Loren  wil  I 
tempt  to  answer  the  eternal  q  I 
tions  about  the  Eternal  Cit\. 


o 


SPONSOR    In   si  rii  xuuK 


NEWS   NOTES 


MM.  kit  ks  oil  Big  Six  t\  hour:  Rod 
Belcher,  spoi  ts  directoi  ol   k I  \< . 
I  \     &  attle,  will  visit  ea<  h  "I  (!»«• 
Big  Six  football  i  onfereiu  e  schools 
to  lilm  the  respe<  live  teums  in  a< 
t it >ii  .in  the)    prepare  l"i   the  nev« 
season    I  he  result  \\  ill  be  an  houi 
lot  i 'j,  program  previewing  the  ten  us 
narrated  l>\    Belcher,  which  kl\(. 
has  alread)  m>M  to  k  1  I  \    Los   \n 
geles;     kl'l  \   I  \       s.ui     1'i.hh  is<  0 
ki;i  VI  l\     Spokane,   and   kl\l  \ 
I  \    ^  akima 

s  I  million  all-media  campaign  for 
store:  \\  hite  Front  st.  ires,  a  sub- 
sidiar)  o|  Interstate  Department 
Ston  s,  1 1 u  vi  ill  spend  s  I  million 
on  .ill  media  tins  fall  to  promote 
the  opening  ol  .i  new  Oakland 
store  in  October  and  another  in  s.m 
Jose  in  mid-November.  Recht  t\ 
Beverlj  Hills  is  the  agencj 
which  has  been  handling  the  sl 
million  account  since  1962 

Signs  two  for  top  mone)   tourney; 

k\\l  Los  Vngeles,  lus  enlisted 
I'K  i in >i 1 1 1 1  \  ,ili. nit  I  Jealers  \smi  and 
Mobil  Oil  to  i  (i- spun soi  t\  coverage 
ol  the  final  two  rounds  ol  the 
v..  777  77  Sahara  Invitational  Goll 
Tournament  to  be  played  .it  Las 
\    »as     P;u  idisi      Valle>     ( lounrn 


(    Ink      I 

si\tli  )  .    u     till    "■>  ill  ii. i  tOUl  IK    ■    i     tin 

west's   largest    mom  lament 

I'l.i  ■  i  ind  tin- 

Hi  itisk   Bydei   <  up    I  i   im  will  ; 

tu  ipate  Im  the  fii si  i as  i  IW itisli 

unit    in    .in     \iin  i  ii  .in    PGA       ffi(  ill 

(Olll  II. Illl.    Ill  Ik  .  .Is      U  ill 

iti.it. « !  I.\   k\\  I   foi  tli'   entire 
t  BS  Pai  .ii.    l\   Netv 

I  i  .ink  Ik  Falknoi  dies:   I  In-  br<  lad 
utive  died  6  s-  ptembei 
.it    tin    ag<    ol   86    Falknoi    joined 
i  BS  in    1933  as  i  hi<  I  i  n  ;in<  i  i 
\\  BBM    (  I  -ul  in  1937  u..s 

named  i  hiel   i  nginei  i   ol   the  i 
work's  i  intr.il  di\  ision     In    I'll!  In 
\\  .is    made    general    manage]     "I 
k\K  )\    t  BS  owned  station  in  Si 
I  .ouis    .mil  the  follow  ing  j 
came  .issist.uit  general  manager  <>l 
kBHM    Falknor  came  to  Nevt  York 
.is  \  ice  president  in  i  hai  ge  i  il 
erarjons  in  Januarj  1950  i  ontinuing 

in  tli.it   position  until  Ins  n  tu.  nunt 
in    1958 

I'luuiN   (  o.  set  on  S.1  stations:    I 
date,   II  "I  the  top  55  markets  and 
85  stations  in  .ill  have  b< lughl    1  In- 
Funnj  ( lompan)  s  <  hildren  s  tv  p 
gram  package,  a  260-unil  series  "I 
five-minute  animated  and  live  ai 
tion  sequences    It  w  ill  premii  re  «>n 
62  stations  in  September,  with  tin 
balance  si  heduled  to  begin  in  |anu- 
irtoon  segments  depu  t 


GRINDL   GOES  CALLING 


[mogene  Coca,  rtai  "t  NB(  s  m-\\  half-bom  Crindl  series  which 
bowed  last  nigbt  1">  .  recent!)  guested  <m  \\  K(  l\  s  Washington 
morning  slum.  "Inga's  ingle,"  t"  promote  the  skein.  Greeting  hei  i* 
Joseph  Goodfellow,  v.p.  oi    \l!(    and  um    mui    "I   tin    w  l!<     stations 


YOUR 
MONEY 

IS 
WORTH 
MORE 


TAMPA 
ST.  PETERSBURG 


Y 

-  three  tim         rl  her 

on    WSUN-TV 

th< 


WSUN*TV 

Tampa    -   St     Petersburg 

Noll     «»t       WNAID     IOI 


SPONSOR     ll.    SEPTEMBER 


TV    MEDIA 

•  ir<  .  of  a  kill's  corporation 
formed  to  do  neighborhood  jobs 
and  make  money.  Into  each  episode 
is  integrated  a  live  action  segment 
designed  to  provide  Further  factual 
information  about  a  subject  or  idea 
that  has  been  developed  during  the 
cartoon  portion. 

It's  a  triple  for  VVTCN  and  Twins: 

Then,  llamni  Brewing  Co.  ot  St. 
Paul,  owner  of  broadcast  rights  to 
Minnesota  Twins  baseball  games, 
tapped  WTCN  to  continue  as  exclu- 
sive Twin  Cities  outlet  for  the  tele- 
casts. Contract  includes  WTCN 
coverage  of  50  games  during  each 
of  the  next  three  seasons  and  one- 
third  sponsorship  of  the  series  by 
llamm's  Beer. 

FCC  okays  Peoria  channel  change: 
WEEK-TV  has  an  FCC  green  light 
to  change  its  channel  assignment 
from  43  to  25  and  a  construction 
permit  has  also  been  granted.  Peo- 
ria's first  tv  station,  currently  cele- 
brating ten  years  of  broadcasting, 
has  been  seeking  the  change  for 
about  six  years.  The  changeover 
will  take  some  time.  The  manufac- 


ture of  an  antenna  to  the  specifica- 
tion needed  for  ch.  25  will  take  up 
to  six  months  and,  in  addition,  the 
transmitter  and  other  broadcast 
equipment  will  undergo  modifica- 
tion to  the  new  frequency.  The 
changeover  will  have  no  effect  on 
the  station's  satellite  operation  of 
WEEQ-TV,  LaSalle-Peru-Streator- 
Ottawa,  which  will  continue  to 
operate  on  eh.  35. 

ABC  TV  "premiere"  plan  to  Simon- 
ize:  The  network's  idea  to  induce 
advertisers  into  unsold  prime  time 
during  the  two  big  premiere  weeks 
of  the  fall  season  seems  to  be  work- 
ing. Simonize  (D-F-S)  signed  for 
four  premiere-week  shows  as  well 
as  a  heavy  extended  daytime  fall 
schedule.  Other  sponsors  in  the 
plan  are  General  Mills,  Pharma- 
craft,  Dodge,  and  Polaroid. 

Festival  buys  Film  Labs:  Festival 
Cinema  Ltd..  subsidiary  of  Atlas 
Telefilm  Ltd.,  has  purchased  for 
cash  all  the  assets  and  business  of 
Film  Laboratories  of  Canada,  Ltd., 
Toronto.  Move  to  new  ownership 
makes   it  the  only  full-scale,  inte- 


AVE  RADIO  AND  TV 


BOTH   NBC 

BOTH  REPRESENTED  BY  THE  KATZ  AGENCY 


grated    film-making    center,    asid 
from  government  -  owned  facilitj 
not  available  to  private  producer 
which  is  Canadian-owned  and  opeJ 
ated,  according  to  Atlas.  The  latte  | 
by  the  way'  distributes  motion  picT 
ture  material  to   Canadian  televl 
sion.   The  company's   library   no{ 
consists  of  more  than  1,600  title! 
largely  feature  films  of  British  orl 
gin  which  in  this  country  receivl 
100%  Canadian  content  rating.  Tbi 
managing  director  will  be  David 
Coplan,  a  Canadian  who  has  h 
wide  experience  in  this  field  as  m 
aging    director    of    United 
Corp.  Ltd.  in  the  United  Kingd 
and  director  of  many  Odeon  con 
panies  and  subsidiaries  in  London 


Rating  in  roses:  Scoring  what  the 
claim    is     a    broadcasting    "first 
KPIX-TV,  San  Francisco,  was  gif 
ed  with  one  dozen  red  roses  fron 
a  viewer  recently.  Ray  Cooper  (' 
Monterey   sent   the   roses,    accorr 
panied  by  this  note:  "Thanks  for  th 
world  of  W.  C.  Fields.  Slapstick  ^p 
timeless,  because  there,  as  in  lif< 
the  embarrasing  moments  come  t1 
all   alike,   high   and   low."   KP1X 
Early  Show  and  Late  Show  had  fi 
tared  Fields'  films  under  die  ovei 
all  theme  The  Incredible  World  c 
W.  C.  Fields.  KPIX  thinks  it's  "ir1 
credible"  that  a  station  should  b' 
so  gallantly  feted  by  a  viewer. 

NEWSMAKERS 

Morton  A.  Eidelstein  to  assist    . 
ant  assignment  editor  for  WBBM 
TV  News,  Chicago. 

Ray    Caber    to    the    local    sale 
staff  of  WAGA-TV,  Atlanta.    Die 
Edwards  moves  up  to  replace  Cab 
as  production  manager. 

Joe  Weaver  to  the  news  staff 
WJBK-TV,     Detroit     as     reporteii 
newscaster. 

Lawrence  K.  Crossm  w  Hobs 
D.  K  \sMim  and  Merryle  S.  Hike 
ser  to  vice  presidents  of  NBC. 

Thomas  C.  Dowden  to  the  sale 
staff  of  KHOU-TV,  Houston. 

Bob    Young    to    anchorman    o1 
ABC  News  Reports"  tor  ABC 

Edward  Messiha,  Jr.  to  .issistan 
director  of  film  for  ABC  news    11 
previously  headed  the  l'hotometri' 
Branch  of  U.  S.  Naval    Test   Facil 
ities  at  Lakehurst.  N.J. 


SPONSOR,  16  si  pti  mber  196/ 


jmposer  arranger  Jerome  and  radio  tv   production   head   Cohen  pre  tested  every  instrument  for  tintinnabulation  at  rental  studio 
ADIO    MEDIA 

Renaissance  of  a  sales  idea 

National  Shoes  revives  a  twenty-year-old  slogan 


\  I')  13,  \l\  ron  Mahler,  .1  no\  i<  e 

copywriter  at   the   Emil   Mogul 

gency,  Miit  his  boss  a  memoran- 

iin  criticizing  a   jingle  prepared 

itside  the  house  for  Mogul's  client, 

ational  Shoes.   Vdman  Mogul  told 

l.ihlrr    to   stop    complaining   and 

.irt  writing  .1  betteT  one.  from  this 

cchange   came    Mahler's    first    at- 

hnpt  at  .i  commercial  jingle,   \n- 

>nti!  Sinus  Ring  the  Bell. 

theme,  and  variations,  was 
r  be  used  for  twenty  years  and  up 
Bids,    and    was    to    start     Mahler 
grand-nephew  ot   composer  Gus- 
\  Mahler    on  a  successful  careei 
titer  known  as  the  "jingle  genius  ol 
adisnn  Vvenue,"  Mahler  coined  a 
imber     ol     commercial     classics, 
nong    them    Man,    Oh,    Man-i- 
hewitz,  What  n  Wine. 
In    in  unlieard-ot-ino\  e  for  a   ie- 
il  chain  in  '43,  National  sank  its 
itire  advertising  budget   into  ra- 
0,    and    for    ten    \  ears    aired    the 

in  the  northeast   U.  S.  Then. 

:n  switched  to  a  number  ot 
ernes  which  differed  in  melody 
id  lyric,  but  retained  the  six-heat 

'  signature — to  which  listen- 
■  mentalh   supplied  the  original 
igan 

During  this  time.  National  de\  el 
hat  it  calls  its  "own  built-in 
system,"   in    which   deejays 


i  n;si  rum  mum  (.n  OF  i  in   iim.i  e — s 

r\vs 

Haver,  newl) 


)NS0R     1(,    SEPTEMBER     1963 


63 


RADIO    MEDIA 


poll  listeners  for  their  names,  ad- 
s.  and  station  to  which  they 
are  tuned.  National  is  then  able  to 
determine  audience  quantity.  Those 
who  respond  are  mailed  coupons 
good  for  a  1.7  <  discount  at  any  Na- 
tional branch  store,  and  when  lis- 
teners appear  to  redeem  coupons, 
store  managers  are  able  to  compile 
information  on  age  and  ethnic  char- 
acteristics. 

Twent)  years  and  two  partners 
later.  Mogul,  Williams  &  Savior 
hired    Sanch    Alan    Haver   to   head 


their  creative  department,  and  upon 
his  arrival,  called  for  an  extensive, 
formal  review  of  all  the  agency's 
creative  work.  Haver,  impressed 
with  the  sales  National  has  tallied 
using  the  original  concept,  sug- 
gested it  be  retained.  He  even  went 
a  step  further.  He  advised  the  agen- 
cy revert  to  tho  original  spelled-out 
slogan,  in  an  up-dated  version. 

Agenc\'  brass  concurred,  reason- 
ing that  if  the  jingle  could  sell  one 
generation,  it  could  now  sell  an- 
other. 


li  Win   VM)  (.1   l  l  I Al'lW  LISTEN  TO  Will  mONS— About   L5  versions  of  ili< 

lal  jingle  wer<    re-played  before  the  decision  was  made  to  update.  The  theme 

'••i     Myron    \     Mahler,   who   died    prematurely    three   years   .m<> 

ul 


MW&S  first  thought  of  using  the 
same  lyric  with  a  brand-new  mel- 
ody, but  decided  that  the  lyric 
ought  to  provide  listeners  with  a 
clear-cut  impression  of  what  agency 
and  client  \v«e  attempting  to  do. 
They  selected  National  Has  a  New 
Way  to  Ring  the  Bell  as  open- 
ing copyline  for  the  new  spot  series. 
ending  with  the  original  slogan. 

Next,  the  agency  set  about  find- 
ing a  really  "new  way"  to  ring  the 
bell  for  National.  Radio-tv  produc- 
tion head  Martin  Cohen,  senior  v. p. 
Milton  Guttenplan,  and  composer- 
arranger  Jerry  Jerome  travelled  to 
the  Carroll  Musical  Instrument  stu- 
dio and  rented  Hawaiian  chimes, 
orchestral  bells,  tubaphone,  bells 
from  Formosa  and  from  Switzerland 
—  seeking  to  dramatize  the  thing 
which  "made"  the  commercial  in  the 
first  place,  the  bells  themselves. 

The  original  xylophone  was  re- 
placed by  more  modern-sounding 
vibes  for  the  waxings.  and  special 
copy  was  written  for  Christmas  and 
Easter  airing.  These,  too,  incorpo- 
rated both  original  and  up-dated 
slogans,  and  all  were  increased  to 
30  seconds. 

In  accordance  with  Guttenplanl 
belief  that  "frequency  is  the  best 
wax  possible  to  reach  all  segments 
of  the  public."  the  agency  then 
scheduled  440  radio  spots  per 
week  in  north-eastern  markets  (in- 
cluding seven  New  York  stations). 
and  the  comeback  campaign  was 
officially  on. 

National's  strategy — "we've  got  a 
good  thing,  let's  hold  onto  it" — 
seems  to  be  working.  According  to 
early  sales  reports  from  local  man- 
agers, customers  are  aware  of  the 
switch,  and  it  seems  to  be  sellin<.i 
plenty  of  shoes. 

It's  rare  to  find  an  agency  using 
the  same  commercial,  or  variation. 
over  a  time  span  of  twenty  vears. 
{  In  fact,  it's  rare1  to  find  an  auency 
holding  onto  a  client  for  that  length 
of  time.)  But  MW&S  and  National 
have  proven  that  a  good  selling 
idea,  revitalized,  can  prove  itself 
valuable,  perhaps  ad  infinitum. 

Maybe  it  was  just  fated  to  work. 
That's  what  some  MW&S  people 
thought  when  they  discovered 
where  the  recording  session  tor  the 
new  bell-ringing  spots  had  been 
booked— at  Now  York's  Hell  Stu- 
dios. ^ 

SPONSOR    II)   si  rn  \uu  k 


■: 


dio 


CAN  NOW  PLAY  PRO  FOOTBALl     I  out  WTOP*i  new  device  desi 

nt  listeners  to  "u«t  into    tl,<   ,i>  tion  "I  a  football  game  via  its  broadi  a.s1 
\  p.-gen.  mgr.  Lloyd  \\    Dennis    li     information  < In    Patti  Searighl   and  Mcni<  k 
,\  president  Saul  \l,  nil  k   whose  Brm  is  now  manufai  hiring  "Plaj    V-Lon    I  ,><'tl>.ill" 


,C    outlet   develops    game 
c-   fans   to    play   football 


Aishington,  I)  C  .  radio  station 
is'lpcd  develop  a  new  device  to 

■  listeners  a  visual  picture  nt 
X)  all  action  while  the)  are  tuned 
It  the  names.  \\  TOP,  which  this 
■jn  is  airiim  the  lull  schedules 
H-th  Man  land  l\  and  tlu  \l  I 
W  nore    Colts,    said    that    "unlike 

•  Mere  the  name  can  be  observed 
Hot  played,  our  combination  ot- 
Jr  ans  the  additional  enjo\  ment 
l;tualK  'uettinu  into'  the  action 
ernalh. 

IClled  ridti-A-I.om:  loothaU.  the 
He  was  created  in  collaboration 
fit  Menick  i\  Sadel  \ssoc  iates,  de- 
Hrs  and  producers,  and  is  sini- 
H)  operation  to  the  hitters  l'lm/- 
V-l ii'j.  Baseball. 
linu  made  available  to  listeners 

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.  hiv\  composition  baseboard  on 
Hi  i  are  mounted  lour  complete 
Hte  lootball  fit-Ids.  one  tor  each 
|U>  er.  With  two  special  marking 
Wis  (different  colors  for  each 
••  \  the  listener  tracks  the  action 

•  is  announced  In  the  sports- 
•Sr.  \t  the  conclusion  ot  the 
H,  the  listener  has  a  \  isual  rec- 
Wit  all  the  action,  which  he  can 
M  review.   The   acetates    can    be 

»0  0R     It,    si  ni  MBl  R     i 


w  iped  clean  foi   mm    with  the  nexl 

name  on  the  an 

Surprisinglj .    Play-  \.-Long    Fool 
ball  was  inspired  l>\  a  distafl  exe<  u- 
live  at  \\  TOP,  lath,  i  than  a  mail 
Information  diret  toi   Patti  Seat  igh( 
broa<  hed  its  possibilities  w  bile  dis 

CUSSing     the    baseball     de\  ic  e    with 

Menick    &    Sadel    president    Saul 

Menick,  and  commissioned  its  man 
llfacture    Menu  k  said  that  now   that 

\\  I  (  )l'  is  offering  it.  his  Brm  Lis 
been    receiving    requests    from    a 
number  ol  >  ithei  stations  foi  the  d< 
\  ice. 

Ralph  Klein  gen.  manager 

of  WINF  in  Connecticut 
I  or  the  past  tc  n  years   station  man- 
ager of  WCC<     II  irtford   KJein  has 
resigned   to  become   general   man 
ager  of   \\  INF    <  BS    iffili  it.    for 
Hartford-Manchester  Pri  viously,  he 

\\  as    station    siipei  \  is<  i     t ■  •  i     'l  alike. 

Network  owned  and  operated 

tions  m   Haiti, 'id  .md   Brideg] 

and  w  as  a  seriptw  nt,  i   foi    *    bs  and 

NBC  radio  shows  Sale  ol  w  INI 
Information  Radio,  headed  b\  sul 
ne\  Walton,  president  >>t  Pri ifil  li' 

search,    is    now     a\*  litin 

pro\  a) 


WW  DC 

salutes 
Washington's 

r 

I'llM'Sl 


\-  I  )i\  ision  Managi  r  of  tli<  V\ 

Ion.  D.  ( ' .  I>is  i-i 

I ne..  .1.  \.  \ mli  i son  heads  i »nc  i >l  t hi 
largest    business    operations    in    tlu> 
an  i   Safew  a)  -  N\  ashington  I  i 
operates    220    supermarkets    in    the 
I  h'sti  ictof <  olumbia   Virginia   M 
laud.    Pen ns j  l\  .i 1 1 i.i    and    1 1 
I ),  vi  i  \  ed  reeognitioi    foi  ll 
of  i  In    \\  ashington   I  h\  ision    ind   t" 
Mr.  Vnderson  a>  its  |<  mie  \\ith 

his  ,  I,-,  lion  as  h   Vice   President    b> 

way's  Board  of  Directors  i i 
Born  in  Illinois,  Mr.  Midi  rsoii 
to  W  ashington  and  joined  i  In    S 
w  ,\  "team"  In  1933. Hi 
,  iates  have  madi  S  '  Ibc 

best  know  i    ind  most  highh 
names  in   the   Wasl     pi        I 
,  ommunil  y.  WWDt     ll    iiks    Mi 
Anderson,  Sal 
The   Mar* 

the  ju  l \ 

part  in  the  ^ 

5|  BLAIR 
Repmei  tUy  Jm  GROUP 

\iJ  MEMBER 
H  N  IM     R  M>1«>    W   \MII\<.  I  c  IN     111 


ANOTHER  VALUABLE 

ADVERTISING 
OPPORTUNITY 

ON  WNBC-TV 

N  EW    YORK 


Delivers  a  large 
daytime  audience 
through  minute  par- 
ticipations in  an 
engrossing  new  live 
local  weekday  series. 


HERE'S  HOW  IT  WORKS 

YOU  BUY  one  minute  spots 
within  "Tell  Us  More,"  Mon- 
Fri,  1-1:30  PM-cost  is  $600 
gross  per  single  spot;  the  six- 
times  rate  is  $420,  the  12-times 
rate  $360. 

YOU  GET  excellent  exposure 
plus  product  identification  with 
an  absorbing  new  housewife- 
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Your  commercial  may  be  deliv- 
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IT  GIVES  YOU   MORE   FOR 
YOUR  TELEVISION  DOLLAR 

Ask  your  WNBC-TV  or  NBC  Spot  Sales 
Representative  for  complete  details. 


WNBC-TV 


o 


NEW  YORK 


Maj.  Gen.  A.  H.  Stackpole 

Stackpole  named  president 
of  WHP,  Inc.,  Harrisburg 

Maj.    Gen.    Albert    H.    Stackpole 

(USA-Retired)  has  been  promoted 
from  vice  president  to  president  of 
\\  HP-AM-FM-TV,  Harrisburg.  He 
replaces  his  brother,  Lt.  Gen.  Ed- 
ward J.  Stackpole,  who  has  been 
named  to  the  new  position  of  chair- 
man of  the  board.  Cecil  M.  Sans- 
bury,  general  manager  of  the  sta- 
tions, was  re-elected  executive  vice 
president  of  the  operating  com- 
pany. 

New  school  for  ad  scholars 

The  Chicago  Council  of  the  4A's  has 
set  up  The  Institute  of  Advanced 
Advertising  Studies,  a  30-week 
course  beginning  this  month,  to  pro- 
vide professional  knowledge  to  sel- 
ected men  and  women  engaged  in 
advertising. 

Educational  director  Dr.  Vernon 
Fryburger  is  chairman  of  the  de- 
partment of  advertising  of  the  Me- 
dill  School  of  Journalism  at  North- 
western University.  The  curriculum 
of  The  Institute  is  divided  into  these 
six  general  sections,  each  headed 
by  an  advertising  executive:  mar- 
keting concepts  and  decisions — Jack 
Bard.  v. p.  and  dir.  of  media  activi- 
ties at  Tatham-Laird;  research — 
John  Coulson,  v. p.  and  mgr.,  re- 
search, Leo  Burnett;  creative — 
Robert  J.  Koretz,  senior  v. p..  Foote, 
Cone  &  Belding;  media —  B,  Blair 
Vedder,  Jr.,  v.p.  and  dir.  of  media 
Needham,  Louis  &  Brorby;  account 
management,  David  G.  Watrous, 
pies..  Larle  Ludgin;  advertising  in 
the  economy,  Dr.  V.  Fryburger. 

(  lasses  will  be  held  one  evening 
a  week  at  the  Chicago  Campus  of 
Northwestern. 


■    ImUgrammiii 

The  big  pros  in  Madison  radii 
are  on  WKOW/1070.  Eac 
WKOW  (exclusive)  personalit 
is  a  leader  in  his  field. 


■J****?        ^*J%: 


ROG  RUSSELL 

"Wisconsin  Road  Show"  Maestro 

Advertisers  never  got  such  a  m 
for  their  money  in  traffic  houi 
as  when  they  latch  on  to  Rog  Ru 
sell's  'Wisconsin  Road  Show 
3:30  to  7  p.m.  Rog  highlights  fi 
program  with  beeper-phone  r« 
ports  on  weather  and  road  eond 
lions  right  from  the  State  Higl 
way  Patrol.  Did  we  say  "'a  ru 
for  your  money?"  Yes.  all  < 
Southern  Wisconsin.  That's  tfc 
added  mileage  yon  get  wil 
WKOW/lOTiVs  10.000-wa 
reach  and  hig-pro  personalities. 

CBS  IN  MADISON        ^^^^ 

WKOWH 


TONY  MOE.  Vice  Trcs.  &  Gen.  Mgr 

Ben  Hovel,  Gen.  Sales  Mrt 

Larry  Bentson,  Pres. 

Joe  Floyd,  Vice  Prcs. 


06 


represented  nationally  by  H-R 

A     f.'i/M*M    STATION  

SPONSOR    16  SEPTl  MBER   1% 


TIMEBUYER'S 
CORNER 


Media  peoplti 

«  li.it  thr\   arr  doing,  hu 

I)  nit; 


■  Giving  ■  band  In  the  Btdridn  Networks  Julius 
Joseph,  Jr.,  Bruck  &  I. uric  i New  York1  media 
director,  b  ■  new  member  ol  the  board  of  ach 

>f  the  Bedside  Network  of  the  Veterani  1 1 
pita]  Radio  and  Television  Guild. 

■  Buyer  turns  reeeercheri  Dick  Kaplan,  who  was 
a  media  supervisor  at  D*Ai        v    w  York    has 

been  named  assistant  director  of  research  for 
the  CBS  TV  owned  and  operated  stations.  I 
fore  joining  D'Arcy,  Dick  was  a  time-buyer  at 
Dancer-Fitzgerald-Sample  -New  Tori 

■  Our  man  in  tive  West  has  been  quizzing  agency 
media  people  on  the  Coast,  says  they  feel  that 
with  such  a  large  percentage  of  "casualties" 
among  last  season's  network  shows,  the  fob  of 
thnebuying  has  been  quite  a  bit  more  difficult 
this  summer,  with  numerous  and  lengthy  re-p- 


buyer  oonsultationi  before  the 

ders.  Buyers  s.n  they  vvill  follow  rating 

this  f.dl  to  see  oom  th« 
Fare,  and  if  early  return 
mid-stream  switching  can  1  • 

Franchises   .is 

based  on  past  expei  seat 

of  their  pan' 

■  New   York   buvcr  00   the   loose:     1  |  » 
know  s  a  bus  t  r  «\p.ri-  :■■  .  ■!  in  timebuyil 

in  planning  and  research  in  all  :  Lorently 

at   liberty   in   N.  a    "i   ik   and  looking  for 

:'ioii    Know  of  .m  openi:  I   US. 

■  In  New  Post  at  Hal  Stebbins.  Inc      |.me  Dar- 
den  has  been  named  media 

bins,  Inc  Ian.    joined  in  1(J61. 


BOB  STONE: 
"hardship"  a  real  help 

Sometimes  a  buying  limitation  can  be  a 
blessing  in  disguise,  or  at  least,  a  good 
teacher.  Bob  Stone,  media  buyer  at 
Foote,  Cone  &  Bclding  (New  YorkK  came 
to  this  conclusion  after  purchasing  sched- 
ules of  onk  live  tv  spots  for  one  of  his 


accounts  to  conform  to  budget  restric- 
tions. "NN'ith  the  exception  of  a  few  net- 
work shows,  some  national  advertisers 
seem  to  be  shying  away  from  the  use  of 
live  commercials,"  Bob  comments, 
"whereas  local  advertisers  regularly  use 
local  personalities  to  sell  their  products." 
Well  satisfied  with  the  result*,  achieved 
through  the  use  of  live  cop\ .  Bob  s.i\  s  in 
the  top  15  markets  he  found  only  three 
stations  which  did  not  base  a  live-hosted 
program  to  deliver  commercials  to  the 
particular  audience  he  wanted  to  reach. 
Hob  feels  that  the  major  advantage  was 
that   Copy   OOuld   lx-   adapted   bv    each   tv 

personality,  instead  of  the  necessity  of 

using  a  universal  pitch.  He  wonders  whj 
more  national  advertisers  don't  consider 
using  this  method  for  a  good  media  buy 
with  FCAlB  more  than  a  rear;  he-  W8J  a 
and  a  ^ex.cl  selling  vehicle.  Bob  has  been 
broadcast  buver  at  (ennpton  Procter  & 
Gamble)  for  the  previous  two-.md-.i-half 
vears.  lies  a  class  of 
Michigan  Mate  University,  where  he  ma- 
jored in  English  and  philosophy  after  a 
tour  with  the  Naw.  Boh  enjoys  golf,  but 
is  Currently  spending  his  spare  time-  re- 
doing his  93-year  old  farmhouse  in  Dcn- 
ville.  N.  J.,  where  he,  his  wife  Marv  \nn 
and  children   Keith  and   Daren  reside. 


»<S0R  mi-u\iber    1%3 


TIMEBUYER'S 
CORNER 


16  September  1963 


■  New  York  agencies  seek  estimators:  Both  Ted 
Bates  &  Co.  and  Doyle  Dane  Bernbach  are  look- 
ing for  estimators  experienced  in  both  network 
and  spot  schedules. 

■  Los  Angeles  buyers  on  the  move:  Jerome 
Howard  lias  joined  Anderson-McConnell  as  a 
media  buyer.  He  was  with  Gertz  &  Sandborg  as 
media  director  for  three  years.  Petie  Houle  is 
now  with  Smock,  Debnam  &  Waddell  as  media 
buyer  after  exiting  at  McCann-Erickson. 

■  The  New  York  Telephone  Company  is  putting 
"most"  of  its  $150,000  "Plan  Ahead  — Phone 
Ahead"  promotion  budget  into  the  broadcast 
media,  according  to  Jack  Shea,  company's  ad 
manager.  The  four-month  drive  will  break  in 
April  1964  on  spot  radio  and  television  in  eight 
major  New  York  State  markets — New  York  City, 
Albany-Schenectady-Troy,  Utica-Rome,  Bing- 
hamton,  Syracuse,  Buffalo,  Watertown,  and 
Plattsburgh.  Many  buying  details  of  the  cam- 
paign have  not  as  yet  been  worked  out,  but  it 
has  been  decided  that  86  radio  stations  (exclud- 
ing New  York  City)  will  be  utilized  in  the  effort. 
Spots  themselves  will  be  built  around  "Meet  Me 
at  the  Fair"  jingle  which  will  urge  vacationing 
families  to  both  "use  the  Yellow  Pages"  and 
"phone  ahead"  when  planning  a  visit  to  the  New 


York  World's  Fair.  Newspapers  will  supplement 
campaign,  along  with  sales  promotion  material. 
Buyer  is  Bill  Brown  at  BBDO  (New  York). 

TV   BUYING  ACTIVITY 

^  Libbtj,  McNeill  &  Libby  "Cash  for  College 
Sweepstakes"  campaign  will  get  under  way  in 
California  and  Nevada  22  September.  The  one- 
month  drive  will  promote  the  sponsor's  vege- 
tables, juices,  fruits,  and  beef  stew.  The  major 
portion  of  the  ad  budget  is  being  allotted  to  tele- 
vision in  the  largest  markets  of  the  two  states. 
The  "Sweepstakes"  will  offer  college  students  a 
total  of  348  prizes,  topped  by  two  major  four- 
year  college  scholarships,  each  with  a  value  of 
$6692.  Agency  is  J.  Walter  Thompson  (San  Fran- 
cisco); buyer  is  Colleen  Mattice. 

RADIO   BUYING  ACTIVITY 

y  Gold  Seal  Vineyards,  New  York  State  pro- 
ducer of  premium  wines  and  champagnes,  start- 
ing a  fall  campaign  23  October  for  a  seven-  or 
eight-week  flight,  which  will  be  followed  by  a 
similar  flight  in  the  spring.  Company  is  adding 
the  Baltimore  market  to  its  list  of  New  York 
State  markets  in  line  with  policy  to  move  into 
additional  cities  as  distribution  and  budget  per- 
mit. ( See  sponsor  6  May. )  Music  shows  in  6  to 
8  p.m.  slot  will  be  used  for  live  copy  spots.  Max- 
im's wines  will  be  featured  in  the  commercials 
as  well  as  Gold  Seal's  domestic  products.  (Gold 
Seal  is  the  distributor  for  Maxim's  in  the  United 
States.)  Campaign  is  being  bought  by  Richard 
L.  Gilbert  at  Gilbert  Advertising  (New  York). 


IRTS  COMMITTEE  SAILS  INTO  FALL  PLANS 


si  \  so\i  i)  PROF]  SSIONALS:  IRTS  Time  Buying 
.Hid  Selling  Seminar  committee  members  sail  down  the 
Hudson  during  the  first  pi. inning  session  for  the  upcom- 
ing  fill  TBccSS.  Internationa]  Radio  and  Television 
Societ)  committee  is  headed  1>\  /  ncore**  owner-skipper 
\1  Petgen  (second  from  right,  photo  above)  director  of 
client  n  lations.  Amen,  an  i  Bureau,  other  com- 

mittee members  ire  (1-r)  Erwin  Ephron,  IRTS's  board 
advisor  to  TB&SS  committee  and  director  of  press  rela- 

\   <     Nil  ben  Co.;  Maurie  Webster,  vice  president 


68 


and  general  manager,  CRS  Radio  Spot  Sales;  Helen 
Davis,  media  supervisor  J.  Walter  Thompson  Co.;  Clara 
Stokes,  administrative  assistant,  American  Research  Ru- 
reau;  Stanley  Newman,  vice  president  and  director  of 
media,  Hicks  <5c  Greist;  Lionel  Shane,  a.e.,  Harrington, 
Righter  &  Parsons;  William  McDonald,  acc't  supervisor, 
Norman,  Craig  &  Kummel;  Marty  Mills  (seated,  fore- 
ground), dir.  of  research  and  promo.,  Meeker;  Harold 
Medea,  FVanznick-Meden;  and  Sam  Schneider,  WLW 
Radio  sis.  mgr.,  eastern  div.,  Crosley  Rroadcasting  Corp. 


SPONSOR/16    SEPTEMBER    l'l 


^..u 


PEOPLE  PACKAGE     .     person-to-pei 
radio,  in  our  giant  "people  package"!  That's 
KKMG,   the  friendly  giant   in   Southwestern 
radio,  programmed  for  the  entire  family  .  .  . 

and.    reaching   the   total   Oklahoma    market    in 

mil'  big  f)0,000-watt  breath.  People  who  listen, 
like  it  .  .  .  people  who  buy  it,  love  it' 


KRMG 

YES, 

HAS 

PEOPLE 

p.p. 

PACKAGE 

■^^^^"^ 

' 

KRMG 


»  "    L   *MQW   * 


KIOA 


on    moist. 


KQEO 


KLEO 


rob«n  ■ 
■■■tni.ii   &  o<> 


SPONSOR    1 1,    mmi  mbi  k    1963 


RADIO    MEDIA 


Speakers  focus  on  ratings 
at  RAB  Hot  Springs  session 


Ratings  offered  a  point  of  agree- 
ment .ind  warning  1>\  three  speak- 
ers representing  both  advertising 
and  govemmenl  regulation  at  the 
opening  session  in  Radio  Vdvertis- 
ing  Bureau's  annual  tall  scries  <>t 
Management  Conferences  last  week 
in  Hot  Springs,  Va. 

Harrj  Renfro,  vice  president  and 
radio-b    media  director  of   D'Arcj 

Advertising,   salted   a    statement    on 

radio's  effectiveness  with  a  word 
iii  counsel  that  "conflicting  claims 
ou  market  coverage,  audience 
measurement,  coverage  patterns, 
and  the  like  should  he  resolved."' 

FCC  commissioner  Kenneth  A. 
Cox  reminded  radiomen  of  the  joint 
FCC-FTC  statement  on  proper  use 
of  rating  data  and  said  he  hopes 
there  will  be  no  more  need  for 
government  action. 

Still,  the  FTCs  vigilance  on  rat- 
ing advertising  has  not  been  relax- 
ed, it  was  obvious  from  remarks  hv 
Charles  A.  Sweeny,  chief  of  the 
FTC  food  and  drug  advertising  di- 
vision. There  .ire  cases  before  the 
FTC  now  to  determine  whether 
station  advertising  contains  false 
and  misleading  information  on  rat- 
ings and  audience,  he  said,  and  in 
general,  "we  anticipate  that  adver- 
tisements based  ou  special  surveys 


will  be  given  careful  scrutiny." 

From  the  advertising  standpoint. 
Renfro  testified  that  radio  is  a 
"great  means  to  effectively  reach 
the  greatest  number  of  people  at 
the  lowest  cost."  At  the  same  time 
he  asked  stations  to  quit  in-fighting. 
"There  should  be  a  concerted  effort 
to  go  after  business  now  allocated 
to  other  media."  in  the  view  of  the 
mediaman,  who  is  a  considerable 
radio  customer  on  behalf  of  An- 
heuser-Busch and  other  D'Arcy 
clients. 

The  possible  adoption  of  FCC 
commercial  standards  similar  to  the 
NAB  Code  occupied  Cox's  atten- 
tion both  in  his  speech  and  later 
alien  broadcasters  confronted  him 
in  a  question-and-answer  session. 
The  FCC  is  exploring  whether  it 
can  help  broadcasters  by  "giving 
muscle"  to  their  code.  Cox  said. 
Using  a  highway  analogy  to  explain 
the  regulatory  proposal,  he  asked, 
"Why  not  leave  driving  speeds  to 
the  individual  drivers?" 

Cox  is  convinced  that  a  single 
\  \B-type  standard  would  not  work 
for  all  of  radio  and  said  the  com- 
mission would  expect  to  make  al- 
lowances for  differences,  as  be- 
tween fulltime  and  daytime  sta- 
tions,   for    example.    When    asked 


THERE'S  PROOF  IN  THE  PURCHASE 


I  luce  KBOX  (Dallas)  personalities  look  over  some  of  the  proof  ol  pur- 
chase turned  in  bj  mere  than  2,000  listeners  who  attended  a  Honnd 
"Hootenanny"  sponsored  l>\  the  station.  V  product  label  «;>s  the  ;icimis- 
sion   ticket,   and   radio   «;i\   the   onlj    medium   used   in   the   promotion 


from  the  floor  whether  better  ac 
ceptance  of  the  NAB  Code  migh 
influence  the  FCC,  Cox  said  he 
understood  that  30  to  35°c  of  radk 
stations  subscribed  but  that  if  the 
NAB  Code  could  be  more  flcxibli 
in  regard  to  daytime,  seasonal,  anc 
small-market  stations  and  thei 
could  show  improvement  in  sub 
scriptions  ("I  should  think  it  migh 
still  be  fare  short  of  lOtT 7  accept 
ance"  I,  then  the  FCC  "might  be  in 
dined  to  take  a  wait-and-see  atti 
tude  about  making  the  code  par 
of   our  rules." 

Referring  to  criticism  of  th 
FCC  s  proposed  "guidelines."  Co 
conceded.  "It  may  be  that  the  com 
mercials  limitations  question  wi 
still  have  to  be  settled  on  a  case-b\ 
case  basis  at  renewal  time." 

In  other  points  of  concern  to  r; 
diomen,  Cox  reminded  them  tlu 
the  FCC  is  pushing  for  enforce 
meiit  of  the  sponsor  identificatio 
rule  and  has  cracked  down  fr 
failure  to  properly  identify  th 
sponsor  of  a  political  broadcast 

IRTSgears  up  for  1963-64 

Sam  Cook  Digges,  administratis 
v.p.  of  CBS  Films  and  new  helm 
man  for  the  International  Radio  an 
Tv  Society,  has  set  into  action 
Hurry  of  fall  activity  by  forming  fi\ 
new  committees  and  reactiv  itin 
four  former  ones. 

The  new  committees  and  the 
chairmen  are  College  Majors  Coi 
Ference  (James  M.  Alspaugh,  vii 
president  in  charge  of  radio  for  H- 
Representatives ) ,  Cold  Medal  Jon 
nal  (Clifford  J.  Barboka,  Jr..  bro» 
casting  and  marketing  consultant 
International  Commercials  Clin 
( William  R.  Duffy,  senior  art  d 
rector  in  charge  of  television  at  M 
Cann-Erickson ) ,  Speakers  Bure; 
I  Sam  W.  Schneider,  eastern  sal 
manager  for  WLW  Radio)  ar 
IRTS  History  (William  S.  Hedgi 
NBC  vice  president,  retired.  ) 

The  reactivated  committees  ar 
their  chairmen  are  Legion  of  Hon 
(  Robert  H.  Teter,  station  manag 
and  general  sales  manager 
WHNC-TV,  New  Haven),  Liste 
ing  Post  Study  (Sol  J.  Paul,  pi) 
lisher  of  Television  Age),  First  \ 
nual  Television  Assembh  T< 
Bergmann,  president  of  Chart 
Producers  Corp.)  and  Education 
Norman  E.  Walt,  Jr.,  vice  pres 
dent  and  manager  of  WCBS-TV 


I 


SPONSOR     In    SI  I'll  MHl  K 


tir 

■erchjndtsjng 
help  build 
high  ratings7 


BIG  question 

How  can  commercial 

effectiveness 

be  increased  in  t>? 


■kit's 
to  Unhhi  $ 

WESTERNS 


Engender  s 

radio  spots  pitch 

i  hip  market 


VHOSE  READERS  ARE  ORDERING  REPRINTS 
AT  THE  RATE  OF  150,000  PER  YEAR? 


SPONSOR'S    readers,    that's    whose! 


That's  the  editorial  force  of 


the    happy    medium    between 
buyer    and    seller. 


'0NS0R     It,    si  I'll  MBI  R     I'M,  ; 


71 


a* 


RADIO    MEDIA 


YOU  CAN'T  SELL 
LONG  ISLAND  WITH 
NEW  YORK  RADIO . . , 


ANYMORE  THAN  YOU  CAN 

SELL  FREEZERS 

TO  ESKIMOS! 

New  York  to  Hempstead  — 25 
miles.  Little  mileage,  but  more 
than  mileage  separates  New  York 
ukI  Ix>ng  Island.  THERE  ARE 
BUYING  HABITS!  Over  3'i  bil- 
lion dollars  worth  of  buying  hab- 
its' And  Long  Islanders  shop  at 
home.  To  cover  THE  BIG  RICH, 
ADULT-BUYING,  LONG 
ISLAND  MARKET  separate, 
distincl  and  independent  from 
New  York  City- YOU  NEED 
Wlll.l ..  .the  station  with  the 
powerful  sell  used  by  the  nation's 
Smarl  Advertisers. 


10.000  WATTS 

AM     1100 
(M    98  ) 


•*  I  m  r  t  1  I  *  o 

io«c  miao   m   i 


lk  voice  U 


PAUL  GODOFSKY,  Pres.  Gen.  Mgr. 
JOSEPH  A   LENN.  E»ec.  VicePres.  Sales 

REPRESENTED   BY   Clll-PERNA 


Auto  owners  are 
potential  audien 

Cadillac  owners,  although  in  the 
minority,  nevertheless  provide  fm 
radio  with  a  greater  percentage  ol 

potential  audience  than  owners  oi 
all  other  makes — at  least  in  Cali- 
fornia's Los  Angeles  and  Orange 
((unities.  A  survey  by  KCBH-FM 
(Beverly  Hills)  shows  that  3.8% 
(  10,000)  of  all  fm  homes  in  the 
study  area  own  Cadillacs,  while 
IS',  (23,000)  of  non-fm  homes 
own  that  make,  making  fin's  share 
of  Cadillac  homes  63.5%.  Regard- 
ing Chrysler,  the  report  reveals  that 
tin  buffs  represent  62.7%  of  the 
Chrysler  owners,  that  is  6.5% 
(69,000)  as  opposed  to  3.2%  (41,- 
000)  non-fm  Chrysler  homes. 

This  initial  report  issued  by 
KCBH-FM  is  directed  to  advertis- 
ers whose  main  target  is  the  auto- 
mobile owner — such  as  auto  manu- 
facturers, oil  companies,  and  tire 
and  accessory  firms.  Art  Crawford, 
the  station's  commercial  manager, 
says  that  this  effort  is  to  be  the  first 
in  a  continuing  research  program 
which  will  make  similar  studies 
available  each  month. 

The    report    points    out    that    fm 


top 

for  fm 


Jim 
- 


J  (Ant 

homes    fall    slightly    below    non-ff  I 
homes  in  tjie  number  of  Chevrol lh 
owners — 32.9%  of  fm  homes  (34kid<'  -' 
(XX))   include  Chews,  while  33.0*  n"'"1 
(  424,000)  of  non-fm  homes  do— th^ 
giving  fin  homes  a  45.1%  shareJlnfr 
lower   percentage   than    fin    horn  I'1 
show   for  most  other  makes  of  ca    ' 

Regarding  intent  to  purchase ith"  ' 
new  automobile  during  1963,  tl  tin  $■ 
KCBH-FM  survey  indicates  th  > 
59.2%  of  the  families  with  su«  npli M 
intent  are  fm  families  —  11.3  i>  rl 
(119,000)  as  compared  to  6.4 
82,000)  non-fm  homes. 

Delving  further  into  the  chan 
teristics  of  fm  listeners,  KCBH-F  KB 
has  found  that  although  only  45.1    s 
of  the  homes   in  the  area  own  I 
sets.  72.9%  of  households  with  a lis 
nual  incomes  over  $16,000  are  1 
set    owners;    68.5%    of   the   anin 
income  bracket  of  $12,000  to  SI 
(MX)  are  fm  set  owners.  The  fm  fa: 
ily  with  children  averages  two  ch 
dren  per  family,  and  the  age  of  t  kim 
head  of  household  of  most  fm  fa 
ilies  is  between  40  and  49. 

The    findings    submitted    in    t 
report    are    the    result    of    a    pub 


Victorious  timebuyer  shows  how  easy  it  was 


i  tt 


thei 


I      WON 

THE       81 
C 
R 
WO  R  D 
S 

G 

Ann  Hutcheson,  timebuyer  for  Tucker  Wayne  &  Co.,  won  top  prize  ol 
an  am-fm-phono  stereo  set  in  a  WSB-FM  contest  among  Atlanta  agencj 
people  She  successfully  completed  a  crossword,  then  came  closest  to 
guessing  distance  from  studios  to  tower.  With  her  are  WSB-FM 
salesman    Dick    Yarbrough    (1)    and    Lee    Morris.    WSB    Radio    sales    mgr. 


SPONSOR    l(i   m  iMi  Miti  R 


nion    surve)    conducted    in   the 
s    Vngeles  mai k>  ting    irea     I 
geles  .Hid  Orange  counties     l>\ 
v    Vngeles   Poll,  .1  subsidiary    ol 

[ohn  B.  Knighl  I  \  total  ol 
6  in  home  inten  lev  s  w  ere 
(I.    in   "><>  ( ensus   ii  uK  during 

months  ol  Maj    |une  and  |ul\ . 

\  .mi!  proje<  ted  to  ]  Im 

Ill's 

[Tie  numbei  "I  hi' x  ks  in  w  Inch 
•1  \  iev*  ing  \*  .i^  to  be  (  ondw  ted 
Inn  each  1  'usiis  tract  is  related 

flu  size  "I  the  population  "I  th< 
mis  tract    Maximum  erroi  F01  .1 

nplc  ol  tins  si/c  u ill  range  From 

s  hi    minus   195    I"  plus  .11    minus 

according  to  the  station. 

\il\ ertisers  and  agent  ies  ma)  1  »b 

n  research  reports  bj  writing 
KCBH  I'M  Research,  Beverh 
s.  Calif.  Those  requesting  tins 

ta  w  ill  receive  .ill  subsequent  re 

rts  u  hen  completed 


NEWS   NOTES 


UN  invite  agencies  in:  In  recogni- 
n  ol  their  role  in  tin*  resurgence 
network  radio,  the  CBS   Radio 

ili.itcs  lu\  e  in\  ited  man)  a<l\  ei 
inn  agenc)    principals  to  repre 
it  their  shops  .it  the  KMh  Annual 
IS  Radio  affiliates   Vssn   conven- 
mi  .it  the  \<u  York  Hilton  1-2  Oc 
ber.     \luiost    20   ol    the    agenc) 
fis  have  already  accepted  for  the 
tening  da)  luncheon. 

\OK  in.irks  silver  anniversary: 
\()k.  St.  Louis,  will  celebrate  it*- 
>tli  year  of  radio  broadcasting  on 
1  September  The  station  w  .is  orig 

all)     licensed    to    the    Star-Tunes 

id  was  sold  to  Elze)   Roberts,  Jr. 
td  C    I      Chet    Thomas  in   1954 
\()k  moved  to  its  present  location 
JuK    ol    1955  and    it    was   sold   to 

or/  Broadcasting  Co.,  its  present 
1 111  1  on  I  1  December  I'M)  Vlso 
bbrating  is  KBMY,  Billings, 
liich  is  now  entering  its  1  St  1 1  yeai 
broadcasting 

o\e  over,  Jack:  kl'IU  .  San  I'ran- 
seo    is  one-up  on  Jack  Benm     St.i 

do  reall)  is  >l)  this  month.  ha\  ing 

st  taken  to  the  air  as  a  crackling 

)-uatter  on  2\  September  ll»2l 
mil  a  studio  located  on  the  root  ot 
ie    Whitcomh     Hotel     on     Market 

"ONSOR     [fi    SEPTEMBER    1963 


Peoples   peddles    \\  \|\t\  WX) 

w  as   pun  hase   pi  u  '     paid   b)    I       M 

l'i  te  |ohnson  and  |a<  k  Can  Foi 
\\  \l\l\  Fairmont  V>  \  1  wld 
Peoples  Broadi  asting  Qirp  I  Ins 
s.ilc  and  the  previous  one  1 A 
w  l  l  \l  l  ronton  \  I  is  to  enabli 
Peoples  to  i  "in  c  ntrate  its  efforts  in 

In  gei  markets   fohnson  is  om  1 1 

w  (   \\\    (  Ii  11  leston  and  <    at' 'W  us 
w  D\l     I  Ikms  both  \\    \  u   Black 
burn  was  the  brokei   in  the  trans 

.11  lion 

Spanish  station  covers  N.  Y.  gala: 

k(  '< >R  San  \ntoiiKi.  first  lull  time 
Mexican     American   station   in  tin 

I  S  .  Ins  sent  a  tw  0  man  train  up 
tu    \e\\     York    tO   COVei    this    weeks 

1 5  20    lust   official   1  elebration   ol 
Mexico  s  Independence  I  ).i\ .  des 
nated b)  Mayor Wagnei  as**Mexit*o 

\\  eek     st.itiuii  w  ill  tape  the  Festn  1 
ties  and  distribute  coverage  to  the 
Sombrero  Network  Spanish  stations 

Ol     South     Texas     and     other    outlets 

subscribing  to  the  sen  i<  1 

Station    starts    stereo   sked:    WTOl 
I'M        aired       Toledo's     first      stereo 

phonic  Im  broadcast  yesterda) .  15 
September,  at  2  p.m.  Entitled  Sun- 
dtiii  Stereo  Matinee,  the  program 
launches  a  schedule  w  hich  w  ill  ini- 
tial!) include  1:2  hours  a  week  in 
stereo,  with  programs  scheduled 
from  10-  \1  a.m.  and  6-1  1  p. in  Mon- 
day through  Friday,  7-10  p.m.  on 
Saturdays,  and  2-6 on  Sundays  Tins 
move  comes  just  three  weeks  aftei 

the  move  of  the  station  into  new 
tac  ilities  in  the  \\  T(  >1  Building  m 
downtown    'Toledo,    with    spec  i.ilK 

designed   studios   for   broadcasting 

multiplex  stereo  tin 


NEWSMAKERS 

I  <  >  \  ^  |\\ns  tu  the  announ ci n g 
stall  ..I  WTOP,  Washington,  D  1 

Paui  l»  \ i k i  s  tn  merchandising 
manager  for  WBFM,  Indianapolis 
lie  was  director  "I  promotion-pub- 
lic relations  and  merchandising  foi 
WIRE  in  that  city. 

(  .1  oi.i.i    (  .     I)<  him  i    to   assistant 
general    manage]    ol    \\  \l  I  .    (  In 
cago.  Dubinetz  was  formerl)    vice 
president  of  the  Robert  E.  Eastman 
( lompany. 

M  \hk  1 1  \ 1 1 1  (  k  to  sp.nts  din 
ol  \\  BLG,  Lexington 


/  in  south  be 
/        Elkhart 

.;    449800 


ND    \ 


J 


PEOPLE    WATCH 
\        WNDU-TV.' 


'•»-. 


A 


j/A>. 

A 

- 


WNDU-TV 

SOUTH  BEND  •  ELKHART 

CALL    VENARD.   TORBET   «  McCONNELL.  Inc 


WHY  SALES  CLIMB 
ALONG  THE  SKYLINE 

You  really  go  places  in  this    one- 

•    buy "   TV  market  with  Gasoline 

and  Petroleum  sales  as  large 

as  the  16th  metro  area  and 

Automotive  sales  that  rank 

.  19th! 

SKYLINE 


T    V 


r\j   e  t  w  a   n   k 


»     o      BOX     1111     •     IOAMO     FALLS.    IDAHO 
CAfc.*.    HKM    w*«.o*.*      »••»    coo*    worn     *•»     *••» 

CjM    your   Mollinjbfry   o"  " 
Moort   m  th«   Northitttt  or  John  L 
McCuirt  m  0tn>er. 
K00K    Billintt        KFBB    G'Ml    Filli        KXLF    Built 
KID   t«jho   Falls        K»VT   T.,r   Fjlli 


®a 


L 


STATION    REPS 


JANE 
PINKERTON 

ASSOCIATES 

PUBLIC  RELATIONS 
COMMUNICATIONS 


SPECIALIZING    in 

PUBLIC    RELATIONS 

PROMOTION 

SALES    DEVELOPMENT 

PUBLICITY 

BUSINESS    WRITING 


JANE    PINKERTON    ASSOCIATES 
327    MADISON    AVENUE       AT    54TH) 
NEW    YORK    22.    N.  Y. 
PLAZA    3- 0818 


Robert  E.   Eastman 

Eastman,  before  AWRT, 
Lauds  RAB  —  and  Blair 

Robert  E.  Eastman  is  heating  the 
drums  for  the  entire  radio  medium, 
including  a  competitor  in  radio 
sales  representation.  Addressing  the 
southwest  area  conference  of  Amer- 
ican Women  in  Radio  and  Televi- 
sion Saturday  14  in  Houston,  the 
head  of  Robert  E.  Eastman  &  Co. 
plugged  the  Radio  Advertising 
Bureau  and  made  a  gallant  how  to 
his  opposition. 

Eastman  also  partially  unveiled 
a  radio  selling-production  plan  his 
firm  is  working  out  with  a  new 
company,  Eastman  Productions, 
Inc. 

The  representative  commended 
Radio  Advertising  Bureau  for  two 
projects  on  audience  measure- 
ments and  market  infromation  on 
spot  advertising  expenditures.  "It  is 
unbelievable,"  he  said,  "'that  a 
200  million-dollar  industry  has  for 
so  long  remained  une\  aluated.  This 
w  ill  change  in  1964." 

In  the  area  of  selling,  Eastman 
cited,  along  with  the  Eastman  Net- 
work. John  Blair  &  Co.'s  "Blair 
Croup  Plan"  as  examples  of  selling 
"on  a  new  plateau  of  efficiency  and 
\alucs."  The  Blair  plan,  he  ex- 
plained, "has  documented  through 
its  National  Survey  No.  1  the  col- 
lective dominant  audience  size  and 
desirable  audience  characteristics 
<>l  strong  locally  oriented  radio  sta- 

I  KHIS. 

( )n  his  (iw  u  firm's  behalf,  East- 
man premiered  lor  \\\  BT  three 
programs  from  a  supph  m  prepara- 
tion. The  "Bin  It  from  Backus 
I'l.ui    is  a  Bve-a-week  series  "I  five- 


V 


minute  tapis  by  Jim  Backus.  Ea:|yN 
man  played  samples  of  this  and  tv 
seasonal  promotions,  the  HoImm 
Hayes  Plan"  for  the  Thanksgivin 
to-Christmas  period  and  a  I  lall|fl/6 
w  e'en  Spectacular."  The  former 
programing  designed  to  carry 
number  of  non-competitive  advt 
tisers  whereas  the  continuh 
"Backus"  and  one  day-time  "Hall 
ween"  are  tor  a  single  sponsor 
any  given  market.  All  the  Eastm 
packages  include  production  tir 
placement,  merchandising,  and  pr 
motion. 

The  representative,  liaudli 
some  50  radio  stations  in  major  a 
regional  markets,  reported  that 
"blue  chip"  national  advertise 
had  bought  the  Eastman  Netw< 
during  the  past  year. 


Tommy'  Thompson  name 
executive  v. p.  for  TvAR 

Lamont  L.  Thompson  has  be 
named  executive  v. p.  of  Televisi 
Advertising  Representatives.  Sin 
January  he  has  served  as  sales  m; 
ager   and   acting   general    manag 


for  KPIX.  San  Francisco,  and  p: 


viously  was  associated  with  TvJ 
as    v.p.    in    charge    of    its    Chic 
office;    having    joined    the    static 
representative  firm  at  its  initiatifl 
in  July   1959.   Before  that,  he 
director  of  client  relations  for  C 
TV  Spot  Sales  in  New   York. 

NEWS  NOTES 

New  branch  in  Boston:  900  Stan 

Building  is  the  Boston  office  addr' 
lor    McCavren-Guild,   new    in 
market.  Donald  E.  W'ilks  has 
named  manager  for  the  office. 
other  address  switch  involves  Ad;' 
Young  which  has  moved  to  new  I 
Vngeles  quarters  in  the  Sunset-V 
Tower,  6290  Sunset  Boulevard.  1 
phone  is  HO  2-22S9. 

NEWSMAKERS 


l 


J.  William  M  \s<>\  to  manag 
the   Atlanta  office   for  Storer 
vision  Sales.   He  was  southern 
manager   lor   Storer   Programs. 

Jim  Fran<  is  to  manager  of 
Badio  Spot  Sales  in  San  Franc 
\\  rHOOT   \I.  S  \\  i  i\o  to  ace 
executive  for  Metro  TV  Sales. 
Francisco. 


■i  t 


ci 

IS     . 

Olt 


SPONSOR     Iti    SEPTEMBER    IH 


1 


•  YNDICATION 

Anthologies  & 

westerns  top 
64  synd   pic 


I 


ot 


won  i  (.(i  nut  mi  .1  limb,  l>lll  ll 
looks  .is  il  the  I'M)  i  65  sea 
OH  in  the  ss  lulu  -at  ion  field  ma)  be 
,ooil  lor  the  star-packed  anthology 
Ir.iin.i  series  and  qualit)  western 
■venture  series  I  ma)  change  m) 
niiul  after  I  see  tin-  first  ratings  this 

■BSon,    lint    tint's   the   wa\    it    looks 

bht  now  This  prophes)  From  Len 
•'iirstom,  vice  president  and  gen 
nd  manager  ol  FourStai  Distribu 
ion  Corp.,  represents  Ins  besl  "ed- 
Bated  guess"  lor  the  nexl  season, 
■sed  on  various  criteria  which 
onn  the  "science"  ot  syndication. 
Firestone  s  interesl  in  .i  precise, 
■entific  approach  to  marketing 
visions  is  not  an  a<  ademii  one 
Millions  ot  doll. us  often  i  i 1 1* -  on  a 
■cision  to  release  .i  series  into 
ymlii  .ition."  he  asserts  "And  you 
ant  use  ,i  crystal  ball  at  those 
>ru  t*s.  ( )nce  yon  release  a  sei  ies 
nto  distribution,  you  take  on  tre- 
lendous  residual  payments.  Resid 
i.iK  for  the  whole  country  are 
triggered  1>\  your  \ery  first  sale. 
whether  its  New  York  Cits,  or 
■re ve port.  Therefore,  you've  got 
i)  be  prett)  certain  thai  the  series 

vill    sell 

Presentl)  in  the  position  ot  ha\  - 
ng  i > 1 1 1  together  the  oil-network 
■  library  for  earl)  1964  release,  Four 
-  iStar  Distribution  is  keeping  a  sharp 

rye  on  drama  and  qnalit\  western 
adventure,  both  strong  on  the  net- 
works this  season.  "We  are  taking 
a  long  look  at  our  own  off-network 
possibilities  in  these  fields.  said 
Firestone  "such  as  the  June  \llyson 
Slum.  Pm  id  \  n  i  it  Show,  Black 
Saddle,  and  The  Plainsmen." 

Other  news  from  Four  Mar  in- 
cludes the  move  ol  I  en  \  ( Jutman 
from  director  ol  advertising,  sales 
promotion,  and  public  it\  for  the 
Distribution  Corp.,  to  vice  presi- 
dent ot  I  Sl  Wlvertising,  another 
wholly  owned  subsidiary  ol  Four 
Star  Television.  Vlthough  no  longer 
directly    with   the  syndication   .inn. 

•man  will  continue  to  direct  all 
advertising,  sales  promotion,  and 
publicity  lor  Four  Star  Distribution 

rp..  plus  Four  Star  Tele\  ision  In- 
itional  ^ 

SPONSOR     ||,    SMTEMRtR     1%  ■ 


UA-TV  closes  5  more  deals 
on  Wolper  documentaries 

Five     Hew      .l(b  el  tisel  s     h.|\  e 

added  to  the  United  Irtists  I  *  rap 
idl)  grow  in-.'  rostei    i  il    i  lienta    t'  n 

the  si\  I  ).o  ul  w  olpei  Inst  run  s\n 

di«  .tied     •  hoUl      dl.llll.itK       dm  'I 

llielll.ll  \     spet  I. lis 

\ew   buyers  are  Fels  61  <  0    foi 

\ew     ^nik    and    (   hn  -iZ".     Hi  mil.  h 

( Ihevrolel  Dealers  fa  Ra  best<  1 
I'libhi   Sei\  ice  Co.  of  <  olorado  foi 

I  )envei      Blue   <  ross  Blue    Shield 
Foi   |a>  ksonville   ( hrlando,  and  Mi 
ami;    \lt  \lpms    I  )epartmen(    S! 

for  <    no  inn. ill 

I  hese   sponsors   bu)  ing   tune   m 

eighi     1  ities    added     to    sl\     spnnsnrs 

alredaj  signed  foi  32  1  iti«s  I  id 
ert)  Mutual  I'.. .st  Ohio  Gas,  Pitts 
burgh  National  Hank.  Dallas  Firsl 
National,    I  oion    &    New     I  lav  en 

I I  ust.  Minneapolis  Tw  in  (  ities 
Federal  s.t\  ings  —  give  I  V  I  \  a 
total  sponsorship  in  I"  <  ities  thus 
1. 11  for  both  regional  and  local  buys. 

The  documental  ies  are  Deci  m 
h,  1  7.  the  Ihnj  oj  Infamy,  The  )  anks 
are  Coming,  I  In  American  w  oman 
in  tin  20th  ( 'entury,  I  <  n  s<  1 
omls  thai  Shook  the  World,  1 1>< 
Rise  and  lull  oj  inn  rican  ( 'om 
munism,    Berlin,    Kms,  1    to    klnu 

slit  II,    I 


NEWS   NOTES 


Ho/o    clowns    in    lour    l'.ir    I  astern 
markets:    BOZO,    the    "down    prince 

>l    lliteriiatlnn.il    t\      is    now    appeal 

ing  m  four  additional  foreign  mar- 
kets; Hong  Kong,  Singapore,  Bang- 
kok, and  the  Federated  States  ol 
Malaysia.  Bozo  librar)  consists  ol 
156  five-minute  adventures  and  52 
cartoon  storybook  adventures.  It 
now  appears  in  185  I  S  markets 
as  well  as  man)  foreign  markets 
Idea  expressed  b)  sellers:  kids  ap- 
parent!) read  the  same  wa)  to 
humor  in  man)  areas  "I  the  world 

four  Star  l\  sales  going  smootbb: 
I  hiring  the  lust  si\  mnnths  ,,|  tins 
j  ear  Four  star  Te\e\  ision  Inti  1 
tional  racked  up  s'  178  591  in  sales 
the  compan)  reports  <  h  ganized 
this  Februar) .  the  o\ ei seas  arm  ol 

F(  mi    Star   Telev  ismn    n<  iw     has    | 

resentatives  in    11  countries  and  is 

dubbing  in  six   foreign  Ian 

Knur   Star    at    home   alsn    reports 


III! 

Mil.  1.  d  1  iIom  month  in  tin  ■  •>  ndi 
!  ation  field     \  ■       '  has  brou  'lit  in 

00,000  .,ii  a  total  ol   i 
I  .  11    In.  sti  'ii.     \  11  1    presith  nl 

n<  1.1I  in. in. 1  ■.  1    M 
made  durin      \     usl   than 
an)  nihei  month  1  >i 

ital  in  dollars  did  not 
March    ind    \|>i  il     Ixith   ol    w  hieh 
were    million    dollai    mi inth       I  In 
Rifleman  was  big  Vugust  sellei    I  In 

ies  sold  to  u  NBQ  l\    in  <  hi 
ind  9  othei  market 

hit   a  sales  total  ol   8 

Syndicates  farm  market  film  series 

I  he     pindili  ts     and     sel  VJCCS     "I     tin 

agricultui al  inai k.t  ..t  si  \ en  west 
.in  states  form  the  basis  foi  a  new 
weekl)  sei  ies  ol  hall  houi  publi< 
service  t\  shows  being  produced  b) 

\UI  I    \    1S|.  HI         III!  ,  p|       I    ns       \l|-.    I.    i 

Vice  president  Champ  Gross  reports 
25  ><>  stations  are  ahead)  listed  to 
carr)  the  sei  ies  starting  in  fanuar) 

Pilot  films  are  now    being  shown  00 

the  (  . ..ist  and  are  av ailable  t( i  an) 

stations     interested     III     the     West,  mi 

farm  mai  kei 

Embassy    promo    kit     lor    t\:     I  in 
b.tss\   Pictures  is  offering  a  special 
kit  nl   prniiintinn.d  materials  on  a 
up  "l    its   majoi    pit  tuns  to  t\ 
stations  around  the  i  ountr)   The  kit 
utilizes    materials    and    techniques 
adapted    from    the   campaigns   di 
veloped  and  used  b)  I  mbass)  pi 
nil  nt  h isi  |il,  I     |  .  \  me  foi  "i iginal 
theatrical    distribution    "l    th< 
tiati  mils    Kit    mi  hides   produi  Hon 
guides  containing  i  ast    ( redits  and 
s\  nopses,    ^\    mats   s.  hi,     stills    di 
si  i  iptii  hi    'I   shdes  and  i  ies 

that   are  being  made  available 
t\  stations,  and  sue 
Hon  campaigns 

l   \  income  plunges:  United   \itists 

(   ■  I]  |>     up,  'ited    lirst  hall    net    earn 

ings  foi  1983  ol  $80*2   O 

with  >2,00  1.000  foi  th 

period  ol  the  |>n\  ions  yeai    UA's 

worldw  ide  moss  in  ,n- 

u  5  -June  this  \e.tr  w  as  S  19  971    - 

ast    162,066,000   in  1982     Tins 

represents    ft  vents  per  share  this 

■     i  \  i\     the 

telev  ision  arm  "t  I    \  r  and 

a  half  hours  ol  new   netwnrk  shows 
Imiw  UK  hide 

\H(       1\ 


/m 


Investment  Opportunity 


He's  learning  to  feed  your  work  force. 

It's  a  big  job.  And  it  will  be  bigger  still.  For  by  the  time 
he  is  grown  there  will  be  twenty  million  more  men  and 
women  ready  to  enter  our  industrial  labor  pool. 

To  equip  him  tor  this  gigantic  task  we  must  all  contribute 

something.  Planning,  thought,  money,  love,  training.  Peace. 

Above  all,  peace  and  freedom.  For  what  will  the  long  years 

ol  preparation  mean  if  the  fruits  that  he  garners  from  the 

irth  cannot  be  enjoyed  in  homes  that  are  free'.' 

You  have  an   investment   in  that  youngster.  To  protect 

(his  investment,  you  can  join  with  other  leading  American 

businessmen  to  promote  the  Treasury's  Payroll  Savings  Plan 

Swings  Bonds,    I  he  Plan  works  for  soundness  in 


our  economy,  strength  in  our  defenses,  thriftiness  and  pru- 
dence in  our  thinking. 

When  you  bring  the  Payroll  Savings  Plan  into  your 
plant — when  you  encourage  your  employees  to  enroll — 
you  are  investing  in  those  who  will  provide  food  for  the 
tables  of  America  twenty  years  from  now.  You  are  invest- 
ing in  all  the  young  farmers,  ranchers  and  herders  oi 
America's  tomorrow.  You  are  investing  in  America's  future. 
In  freedom  itself. 

Don't  pass  this  investment  opportunity  by.  Call  your 
State  Savings  Bonds  Director.  Or  write  today  to  the  Treas- 
ury Department.  United  States  Savings  Bonds  Division. 
Washington  25,  D.C. 


in  your  plant... promote  the  PAYROLL  SAVINGS  PLAN  for  U.S.  SAVINGS  BONDS     G@j: 

77*  U.  S.  Government  does  not  pay  for  this  advertisement.  The  Treasury  Department  thanks,  for  their  patriotism.  The  Advertising  Council  and  this  magazine. 

SPONSOR/16    SEPTEMBER    1963 


L 


WASHINGTON  WEEK 


News  from  nation's 
capital  of  special 
interest  to  admen 


itif   Everything  was  coming  up  roses  for  broadcasters '  rating  situation 

last  week — but  there  are  some  thorns  to  be  reckoned  with. 

NAB  proudly  announced  corraling  of  nine  rating  services,  including 
all  majors  in  the  Rating  Council's  accrediting  and  auditing  program.  The 
nine  are:  A.  C.  Nielsen;  American  Research  Bureau;  C.  E.  Hooper;  Trendex  ; 
Pulse  ;  Alfred  Politz  ;  Sindlinger  ;  SRDS  Data,  Inc.  ,  and  Trace  of  Sen  Fran- 
cisco . 

The  association  happily  reported  approval  by  Chairman  Oren  Harris, 
of  the  House  Commerce  Committee,  on  the  NAB  rating  progress.  NAB  also 
beamed  over  get-togethers  with  advertising  association  people  from  AAAA 
and  ANA  on  rating  research  standards. 

NAB  questionnaires  to  top  rating  services  apparently  are  being 
answered  willingly.  Questions  will  comb  down  through  Nielsen's  national 
and  local  tv  service,  national  audience  composition  and  New  York  Metro- 
politan service;  ARB's  national  ratings  and  audience  composition,  local 
tv  and  N.  Y.  service;  Pulse  and  Sindlinger  national  radio,  and  Hooper's 
local  radio  service — among  others. 

■^-^  Donald  H.  Mc Gannon,  Ratings  Council  chairman,  even  hopes  to  bring 
Radio  Advertising  Bureau  into  close  harmony  with  NAB  research. 
McGannon  hopes  new  talks  will  end  discord.  RAB  may  be  reluctant  to 

yield  in  its  determination  to  get  a  new  advertising  status  for  radio  via 

independent  audience  research  on  indoor  and  outdoor  reach. 

Recent  warning  by  Rep.  Harris  during  Arkansas  Broadcaster  meeting 

that  the  "only  way"  broadcasters  can  audit  rating  services  is  to  do  it 

collectively — may  nudge  the  harmony  along. 

"A"^  Biggest  thorns  in  the  rating  flora  are  Harris  Investigations  Subcom- 
mittee staff  insistence  on  only  broad-gauge  audience  claims — and 
diatribe  by  FTC ' s  Charles  Sweeny  on  station  advertising  based  on  exact 
rating  claims. 

Broadcasters  can  live  with  less  exact  ratings — but  shudders  go  down 
every  spine  at  prospect  of  FTC's  stern  scrutiny  of  every  station  puff  on 
audience  measurement.  Particularly  since  there  is  as  yet  no  government 
or  industry  standard  or  audit  by  which  broadcaster  can  measure  validity 
of  rating  claims. 

Sweeny,  who  is  FTC  major  domo  in  food  and  drug  and  broadcast  adver- 
tising, warned  recent  RAB  gathering  at  Hot  Springs  that  probe  of  mislead- 
ing rating  claims  by  stations  is  in  full  swing. 

it^t  Federal  Trade  Commission  is  apparently  not  waiting  for  official 
standards  and  rating  audit  service  to  be  set  up  by  NAB. 
Nor  is  it  waiting  for  the  Harris  Investigations  Subcommittee  to  con- 
firm its  staff's  informal  recommendation  to  broadcasters  to  forego  exact 
audience  rating  claims.  Premature  FTC  roughing  up  of  local  stations  could 
bring  Hill  wrath. 


P0NS0R/16    SEPTEMBER     1963 


77 


WASHINGTON  WEEK 


News  from  nation's 
capital  of  special 
interest  to  admen 


■4--^  It  iji  doubtful  that  the  FCC  will  continue  to  lock  horns  with  Congress 
over  stopwatch  limiting  of  broadcast  commercials,  based  on  NAB  Code 
or  any  across-the-board  formula. 

Rep.  Oren  Harris,  chairman  of  the  FCC's  parent  Commerce  Committee, 
left  the  way  open  for  FCC  to  withdraw  gracefully  from  its  heavily  criticized 
stand,  in  his  recent  talk  to  Arkansas  broadcasters.  Rep.  Harris  reminded 
broadcasters  that  even  if  the  FCC  is  legislatively  barred  from  rulemaking 
limiting  commercials,  over-commercialism  is  still  subject  to  FCC  regu- 
lation. 

Regulation  would  be  on  a  case  by  case  basis,  and  excesses  in  commer- 
cializing would  be  estimated  as  an  aspect  of  licensee's  year-round  pro- 
graming. 

"A"^  FCC  Chairman  E.  William  Henry  showed  that  his  feelings  are  still  strong 
on  limiting  commercials,  during  a  Federal  Communication  Bar  Asso- 
ciation luncheon  here  last  week. 

Henry  said  he'd  heard  some  comment  (obviously  uncomplimentary)  from 
a  delegation  of  foreign  visitors  at  the  commission,  on  commercials  in  U.S. 
broadcasting.  The  FCC  chairman  rather  grimly  suggested  they  might  help  by 
submitting  comments  in  the  FCC's  rulemaking — deadline  now  30  Sept. 

FCC  Cmnr.  Lee  Loevinger  was  guest  of  honor  at  the  luncheon,  but  he 
stuck  safely,  and  humorously,  to  FCC's  administrative  problems. 

*fc-fc   Radio  broadcasters  with  dual  am-fm  operations  are  nervously  standing 
with  one  foot  in  the  boat  and  one  on  the  dock,  while  the  FCC  decides 
future  severances  in  programing  and  ownership. 

Deluge  of  protests  on  FCC's  plans  for  both  am  and  fm  services  will 
climax  in  16  Sept.  deadline  for  comment.  NAB  led  off  early  with  plea  to 
keep  the  am  and  fm  matters  separate — a  suggestion  strongly  made  in  dissents 
to  the  combination  aspect  of  the  May  notice  by  Cmnrs.  Hyde,  Bartley  and  Ford. 
NAB  protests  proposed  bar  to  common  am-fm  ownership  or  program  dupli- 
cation within  a  community;  the  "open  invitation"  to  new  applicants  to 
muscle  in  on  dual  operations  at  renewal  time;  and  the  limitation  of  am 
assignments  on  the  basis  of  population. 

jfjf   Whatever  became  of  the  old-fashioned  "individual  responsibility"  of 

a  licensee,  as  set  down  in  the  Communications  Act? 

This  question  is  bombarding  the  FCC  from  all  directions.  Rep.  Harris, 
in  his  Arkansas  reading  of  a  letter  to  commission,  practically  ordered  it 
to  leave  the  fairness  doctrine's  modus  operandi  to  individual  broadcasters. 
Harris  said  FCC's  latest  notice  to  let-' em-all-answer  on  controversial 
programing  in  any  category,  would  put  the  commission  into  daily  program 
supervision  to  a  staggering  degree,  processing  complaints. 

NAB  President  Collins,  also  at  Arkansas ,  warned  broadcasters  they  were 
partly  at  fault  for  deferring  to  ratings  and  advertisers. 


78 


SPONSOR/ 16   SEPTEMBER    19t| 


t»p.o*rt«tf  frf  IMMl  O*  «HfV 
<?■»>■    Ntb>nla 


...the  Camera,  the TK- 60! 

You'd  expect  it  to  be!  Wherever  TV  achievement  and 
youthful  imagination  are  highlighted,  this  deluxe 
new  RCA  camera  is  pretty  sure  to  be  at  the  scene. 


The  Most  Trusted  Name  in  Television 


THE  NATIONS  33rd  TV  MARKET 


I 
■     \    The' 

'    CREAM      ^ 

of         / 

NBC  and  CBS7 

Shows  are  on 


4  WAPI-TV 

BIRMINGHAM 


When  you  place  a  schedule  in  the  Birm- 
ingham market  you  can  be  sure  that  there 
are  no  "weak"  nights  on  WAPI-TV.  Check 
this  impressive  list  of  greats.  And  too, 
WAPI-TV  has  the  best  movies  from  every 
major  feature  film  package. 


ft  Bonanza 
ft  Richard  Boone 
ft  Beverly  Hillbillies 
ft  The  Lucy  Show 
ft  Andy  Griffith 
ft  Perry  Mason 
ft  Dick  VanDyke 

Show 
ft  Red  Skelton 
ft  Garry  Moore 


ft  The  Virginian 

ft  Mr.  Novak 

ft  Danny  Kaye 

ft  Rawhide 

ft  Dr.  Kildare 

ft  Bob  Hope 

ft  Joey  Bishop 

ft  The  Defenders 

ft  Gunsmoke 

ft  NFL  Pro  Football 


^r  NCAA  Football 

ft  The  Merv  Griffin 
Show 

ft  As  the  World  Turns 

ft  Huntley-Brinkley 
Report 

ft  The  Lieutenant 

ft  Espionage 

ft  Eleventh  Hour 


i  ■  - 


BIRMINGHAM,  ALABAMA 

REPRESENTED  BY  HARRINGTON,  RIGHTER  AND   PARSONS,  INC. 


40c  o  copy  and  $8  a   yea,    23    SEPTEMBER    1963 

ISP0NS0R 


ARB  and  RKO 
in  joint  project 
to  gauge  radio 
audiences  p.  25 


THE    WEEKLY    MAGAZINE    RADIO   TV    ADVERTISERS    USE 


only  \AALB -TV  sells  it  all! 


- 
•     I- 


the  $842  million  market 
some  timebuyers  miss! 


Tucked  away  in  the  southwest  tip 
of  Georgia  .  .  .  and  stretching  south- 
ward into  Florida  to  include  Talla- 
hassee, there's  a  $842  Million  Trading 
Area  some  time  buyers  miss!  It's  not 
a  glamorous  hard-packed  market  like 
Fresno  or  Youngstown.  but  a  look  at 
page  100  of  your  ARB  Television 
Market  Analysis  for  1962  will  show 
you  that  it's  bigger  in  tv  homes! 

The  New  South  is  Here!  An  industrial 
revolution  has  taken  place  in  Dixie, 
and  here's  where  it  shows  up  best! 
Fields  that  once  produced  tobacco, 
cotton  and  peanuts  now  serve  as 
plant  sites  for  America's  best  known 
industrial  firms.  New  payrolls  and 
new  people  have  swelled  the  popu- 
lation to  over  880.000.  Ex-farmers 
have  moved  to  town  to  stay  .  .  . 
while  down  the  road,  farms  are  big- 


ger, better,  producing  more,  paying 
off  more  than  ever  before!  Sleepy 
country  towns  have  come  alive.  Traf- 
fic lights  now  stand  next  to  court- 
house square  statues,  and  inside 
the  stores  .  .  .  there's  a  happy  cash 
register  jingle  that  can  be  heard  all 
the  way  from  Unadilla  to  Tallahas- 
see! 

Only  WALB-TV  sells  it  all!  If  you  want 
to  reach   into  the  49  county  market 


NBC 
ABC 


The  BIG  Stop*  ' 
Rjvmond  I    Cjro*    Cf' 


■ounding  Albany,  Georgia,  named 
by  Forbes  Magazine  as  one  of 
top  ten  trade  cities         want  to  sell 
area  that  Sales  Management  has 
listed  as  a  "preferred"  market 
put  your  schedules  on  WALB-TV 
only   television   station   that 
fectively  sells  it  all  with  a  1.000  foot 
tower  and  316,000  big  watts' 

The  BIG  Surprise!  WALB-TV  has 
more  equipment,  including  video 
tape  ...  is  better  equipped  for  re- 
motes with  permanent  inter 
micro-wave  installations,  has  more 
seasoned  air  salesmen  and  direc- 
tors than  most  top  metro  market 
stations.  Call  now  for  avails.  You'll 
look  good  on  Channel  Ten!  Repre- 
sented nationally  by  Vernard.  Tor- 
bert  &  McConnell.  Inc..  and  in  the 
South  by  James  S.  Ayers  Company. 


REPRESENTED  BY  ROBERT  E.  EASTMAN  &  CO., 


'SPONSOR-WEEK 


in    t\/r.i<li'>    .i<!\  irtmnK 

13  SEPT1  MB1  l;  I 


Freedom  now:  "  \cti\  die-  of  the  Federal 
Communications  Commission  are  becoming 
more  and  more  intolerable  to  American  broad* 
casting.  The  headlong  rush  to  government  con* 
trol  musi  be  -topped,  and  NOW.*'  This  chal- 
lenge  was  issued  <>n  the  weekend  b)  Jack  \\  il- 
liaras,  executive  secretary  of  the  Georgia  As- 
sociation of  Broadcasters,  speaking  before 
southern  district    American  Women  in  Radio 

and  Tries  i-ion  emu  enl ion.  \\  Idle  noting  GAB 

had  worked  closely  with  FCC,  and  will  con- 
tinue to  do  so,  Williams  charged  recent  edict  on 
fairness  doctrine  is  a  quagmire.  "Tt  is  unthink- 
able, unworkable,  unfair,  and  totally  under- 
mining to  the  basic  tenet  of  free  broadcasting 
that  the  licensee  is  master  of  Ids  own  house.*1 
He  said  the  FCC  proposed  limitations  on  com- 
mercials could  lead  to  a  public  utility  struc- 
ture for  broadcasting  and  eventual  government 
control  of  all  programing.  "The  FCC  lias  out- 
lived it<  effectiveness  in  dealing  with  radio  and 
television.  The  problems  of  communications 
are  far  too  great  to  he  handled  by  a  single 
agency  which  must  grant  up  to  one  million  li- 
n  every  conceivable  area  of  communi- 
cations." He  concluded,  "Let  every  turntable, 
transmitter,  and  tower  from  every  broadcast- 
ing »tation  in  the  nation  toll  the  end  of  oppres- 
sion by  the  federal  government.  We  would  de- 
clare our  freedom  .  .  .  N(  *\\  !" 

Richmond  station  sold:  Mel.endon  Richmond 
Company,  headed  by  John  McLendon  has  pur- 
chased,   subject    to   FCC   approval,    WKGM, 

Richmond.    \  irginia.     from     Southern    States 

Radio.  Price  is  $185,000,  plus  liabilities  of 
000.  Broker  is  Blackburn. 

Agency  general  manager:  Harold  H.  Mar- 
quis. Jr..  executive  vice  president  of  Hoefer. 
Dieterich  &  Brown.  San  Francisco,  has  been 
named  general  manager  ot  the  agency.  Mar- 
quis has  been  at  agency  Bince  L955,  Berving 
first  as  copywriter,  later  as  account  executive, 
and  in  other  capacities. 


Communications  Act  revision:  "It  i-  prob- 
able that  the  whole  Communication-    Vd  U» 

revision,'1  Ben  Strouse,  president  of  WWUt 
Washington,  said  Fridaj   in  testimony  before 
the  Communications  and  Power  Subcommittee 
of  the  House  [nterstate  and  Foreign  Comn 
Committee.  Strouse,  who  is  also  N  \B  Radio 

d    chairman,    spoke   on    the    Mo--    Bill    to 

control  broadcast  editorializing.  Noting  the 
problem-  raised  by  Section  315  of  the  Com* 

munications      Vet,     calling     for     equal     time. 

Strouse  said  he  would  have  no  objection  to  the 

bill  if  it  was  amended  to  the  extent  "that  wl 
a   Station  allows  a  candidate  to  personally 

-pond  tO  one  of  its  editorial-.  Section  315 
would  be  suspended." 

RAB  comments  on  ARB:  Radio  Advertising 

Bureau,  noting  the  new  \KB-RKO  General 
radio  study  (see  page  25),  had  this  to  report 
on  Friday:  "We  don't  know  enough  about  the 
specific  plan  to  comment  in  any  detail.  A-  I 
generalization,  any  added  valid  knowledge  of 
radio  audience  measurement  which  can  be  de- 
veloped should  be  useful  to  the  indu-trv.  If 
a  trend  toward  methodology  research  ha-  now 
been  generated,  it  could  be  constructive.  Ob- 
jective  Btudies  by  individual  research  firms  nf 

their  own  methods  could  be  a  valuable  supple- 
ment to  an  overall  industry  Btudy  of  all  meth- 
od-." I!  \P>  ha-  been  planning  extensive  meth- 

odology  Study  on  radio  research  for  a  number 

of  month-. 

ABC  news  appointment:  John  Lynch,  pro- 
gram manager  of  Bpecial  projects  department. 

ABC  News,  ha-  been  promoted  to  mans 
VBC  News,  Washington,  reporting  to  Robert 

Fleming,  chief  of  the  bureau. 

New  Grant  post:  William   B.   B.  Fergui 

ha-  been  named  senior  vice  president  in  CD 

of  marketing  services  at  Grant  Advertising. 
Fergusson  was  \  ice  president,  international  ad- 
vertising for  Colgate-Palmolive,  International. 


"SPONSOR-WEEK 


Late  news 

in  tv/radio  advertising 

23  September  1963 


New  tv  lens:  A  new  tv  lens,  with  the  "primary 
ability  in  distorting  and  moving  the  focal  plane 
for  emphasis  on  a  particular  action  or  sub- 
ject" has  been  developed  by  Fred  A.  Niles 
Communications  Centers.  Niles  said  the 
achievement  would  contribute  a  new  approach 
to  the  tv  commercial  business.  "Until  now,  in 
order  to  focus  audience  attention  on  a  particu- 
lar portion  of  the  screen,  the  industry  has  had 
to  rely  solely  on  lighting,  costly  optical,  or  ex- 
tensive special  effects  work.  Not  only  is  it  now 
possible  literally  to  soften,  at  will,  controlled 
portions  of  the  frame  so  as  to  direct  attention 
to  specific  areas  within  the  frame  limits  which 
remain  in  sharp  focus,  but  a  narrow  plane  of 
focus  can  be  moved  through  a  scene  vertically, 
horizontally,  or  diagonally." 

CBS  Radio  Spot  Sales:  New  York  station 
clinic  agenda  30  September  will  include  ad- 
dress by  BBDO  vice  president  and  media  di- 
rector Herb  Maneloveg.  Theme  for  session  is 
"Radio — Today  and  in  the  Years  Ahead." 

U.  S.  Plywood  results:  U.  S.  Plywood,  which 
reported  "impressive"  results  from  the  use  of 
television  (sponsor,  24  June),  last  week  told 
stockholders  sales  were  headed  to  new  records. 
For  the  year  ending  30  April  1964,  sales 
should  climb  to  well  over  $360  million.  Sales 
for  the  first  fiscal  quarter  were  $92.3  million, 
a  new  high. 

Respite  from  theories:  A  respite  "from  theo- 
ories,  resolutions  and  emotional  statements" 
about  Braoking  and  health  so  long  as  the  "theo- 
ries regarding  possible  causes  of  lung  cancer 
and  heart  disease  are  in  dispute  among  scien- 
tists" was  urged  today  by  George  V.  Allen, 
presidenl  of  the  Tobacco  Institute.  "Perhaps 
then  the  scientist.-  can  determine  the  areas  of 
research  thai  must  be  undertaken  and  work  to- 
gether to  Bolve  these  health  problems,  Allen 
Baid  in  a. Idic--  prepared  for  the  National  As- 
sociation of  State  Departments  of  Agriculture. 


Plans  for  NAB  conclave:  The  convention 
committee  of  the  NAB  has  laid  the  ground- 
work for  the  1964  convention  to  be  held  at 
the  Conrad  Hilton  Hotel  in  Chicago,  5-8  April. 
The  committee  (1)  Rescinded  accreditation 
procedures  which,  in  past  years,  had  provided 
management-accredited  representatives  with  a 
different  color  badge  from  other  delegates. 
(2)  Reaffirmed  exhibit  policy  which  permits 
associate  member  equipment  manufacturers, 
transcription  companies  and  television  film 
producers  and  distributors  to  exhibit  in  the 
regular  Convention  exhibit  areas.  (3)  Agreed 
to  ask  the  FCC  to  appear  as  a  panel  again  and 
to  invite  the  FCC  chairman  to  speak  at  one 
of  the  three  management  luncheons.  (4)  Voted 
to  continue  the  same  program  format. 

Standard  Brands  radio  test:  An  all-out  test 
on  KSFO,  San  Francisco  for  Standard  Brands 
Royal  Gelatin  may  be  the  proof-of-the-pud- 
ding  on  spot  radio  for  Standard  Brands.  Cam- 
paign involves  only  one  product,  on  one  station, 
in  one  medium  for  52  weeks.  25  minutes  of 
advertising  a  week  will  be  aired  during  the 
morning,  afternoon,  late  afternoon  and  eve- 
ning. Advertiser  has  reportedly  tried  every 
form  of  advertising  "but  printing  on  rocks," 
believes  such  an  all-out  test  will  be  "signifi- 
cant." A  problem  has  been  trying  to  separate 
Royal  gelatins  from  common  jellos.  San  Fran- 
cisco has  been  weak  market  previously  for 
product;  therefore  considered  good  for  test. 

CBS  Radio  affiliates:  Arno  H.  Johnson,  J. 
Walter  Thompson  vice  president  and  senior 
economist,  and  CBS  president  Dr.  Frank  Stan- 
ton, will  address  tenth  annual  CBS  Radio  affi- 
liates meeting  in  New  York,  1  and  2  October. 

New  ad  manager:  William  W.  Aston  has 
been  named  advertising  manager  of  Dallas 
Power  and  Light  Company.  He  has  been  with 
company  since  1946. 


Second  clan  postage  paid  .it  \  v c. 


mm, 


mf   flu      rih/ 


ph  i  In  d<  I f>h  in  i  'a  tli  o  fw»P 


1 1  ■  .•■ 


n  the  Philadelphia  Market ...  not  only  the  adult 
ludience ...  but  the  other  media  depend  on . . . 

WPEM    NEWS 


ilert . . .  aggressive . 
vith  the  sound  of 


authoritative...  alive 
the  newsmakers! 


10  Minute  Newscasts  at 

7.  8.  9  AM.  Noon.  4,  5  &  6  PM 

Limited  Sponsorship  Available 


*V.    *2*J*'Ua*« 


*e*  ,  "o*** 


8ta 


fWf 


c*<#rt 


is 


* 


•-. 


SHtPs 


^ 


*. 


rtic 


\** 


\> 


«V» 


*4-         *■*!.         \JS.  </« 


SPONSOR    _  ,    SM.|,  MBl  K     1963 


Underneath  is  Charlotte 

Beneath  all  the  business  and  bustle  is 
Charlotte.  More  than  100,000  cars  enter 
this  booming  city  on  an  average  day.  And 
you'll  find  more  people  in  the  Charlotte 
75-mile  radius  than  in  a  corresponding 
radius  around  Atlanta,  Indianapolis,  Kan- 
sas City,  and  Minneapolis.  What  better 
way  to  get  at  this  thriving  market  than 
through  WBT  Radio  Charlotte?  For  over  40 
years,  WBT  has  had  the  largest  adult  audi- 
ence for  the  37-county  basic  area.  And 
this  is  the  audience  that  receives  and 
spends  most  of  Charlotte's  $2,612,784,000 
worth  of  spending  money.'  Reach  them 
with  the  station  they  turn  to  for  responsi- 
>gramming,outstan<: 

WBT  Radio  Charlotte 

mdard  BroadcastingCompany. 

ci  nationally  byjohn  Blair  &  Co. 


'SPONSOR 


23   SEPTEMBER    1963 


VOL  17  No.  38 


IN    THIS    ISSUE: 

25       ARB,  RKO  General  join  forces  to  study  radio 

Methodology  test  of  the  medium  in  Detroit,  if  successful,  could 
lead  to  a  new   local  measurement  service  in  other  markets 

28       FCC  confirms:  tv  '62  advertising  set  mark 

Revenues  close  to  $1.5  billion.  739?  coining  form  sales  of  time.  27^ 
from  talent,  program  material.  Profit  at  S3 1 1  million 

ADVERTISERS 
30         Calls  understanding  of  tv  "must"  for  advertisers 

Essential  to  the  reaching  of  desired  goals,  says  W.  B.  Colvin.  v.  p 
of  TBA.  Cites  "'mind's  response  to  abstract  stimulus"  as  vital 

37       Web  tv  time  billings  rise  in  first  half  of  '63 

Bristol-Myers,  Procter  &  Gamble  increase  iiross  by  SS.4  million,  aj 
total  jumps  6.0r  < .  reflecting  the  heavier  use  of  spot  video 

AGENCIES 

45       Commercials  get  a  going  over  by  art  directors 

^gencj    artists   use   new    techniques   to  hold   viewers.   An    unusual 
creative  approach  can  enhance  selling  message — most  of  the  time 

TV    MEDIA 

51       Use  of  newspaper-versus-tv  data  questioned 

WJXT-TVs  James  Landon   looks  at   the  Jacksonville  market,  com 
piling  a  six-point  "checklist"  for  comparing  video  with  the  press 

RADIO   MEDIA 

60       Improved  research  spur  to  ABC  Radio  business 

Network  reports  billings  for  uncompleted  third  quarter  56'  r  ahea< 
of  '62  period.  Douglas  points  to  20  52-week  advertisers 

STATION    REPRESENTATIVES 

63       New  survey  provides  Negro  market  dimensions 

Stud)    bj    Sales  Management    for    Bernard    Howard    makes    gtt 
graphical  selection  from  top  markets  to  get  spending  data 


Sponsor-Scope 
Sponsor-Week 
Timebmers  Corner  5 

Washington  Week  6 


DEPARTMENTS 

Calendar 

22 

Commercial  Critique 

16 

555  Fifth 

18 

Publisher's  Report 

9 

:'#': 


SPONSORS  Comt  ned  with  TV,  U  S    Rodio,  U.S.  FMT*.         963  SPONSOR  Publications 
EXECUTIVE,   EDITORIAL,  CIRCULATION,   ADVERTISING  OFFICES:555   Fifth  Ave., 

'/Urroy  Hill  7-8080. 
MIDWEST  OFFICE  Michigan  Ave.,  Chicago  6061  1 .  MO  4-1166. 

SOUTHERN  OFFICE:  Box  3042     B  rmmgham,  Ala.  35212.  205-FA  2-6528. 
WESTERN  OFFICE  3  Street    San  Francisco  94108    YU    1-8913. 

PRINTING  OFFICE  I    28ttl    St      New   York    10001,    N.   Y. 

SUBSCRIPTIONS:  L  S  .  S8  a  >eor.  Canada  $9  a  year.  Other  countries  $1  1   a  yeor.  Si 
s  40«.  Printed  m  L.S.A    Published  weekly.  Second  class  postage  paid  at  N.Y.< 


SPONSOR    23    SEPTEMHl.R 


/  Dimmers 


cdoDl 


ladelphia 


liomon.    '■'    - 
bacaco 


-he  time  of  the  revolution,  l 
phia  mercha    l 
est  tinam 

The  '  'ier 

\  —  undertook    the    form  id  a  I 
-:ng  money  to  hack  the  revolui  nal 

ibscripti< 

n    the    tenuous    financial    aH  rhe 

\ 

rmined  by  the  hnan  nen 

and  per  ip  of  t!  i'hiladelphi- 

Robert 

.m-Jup  e   Phil- 

•nmunit  mating 

\\  I  BG,  K  Jvii-  -  99 

;>er  and 
nan  ' 


STORER 

LOS  ANGELES 

CLEVELAND 

MIAMI 

TOLEDO 

DETROIT 

WIBG 

PHILADELPHIA 

NEW  YORK 

MILWAUKEE 

CLEVELAND 

ATLANTA 

TOLEDO 

DETROIT 

SPONSOR    .      mi'UMKir    1%3 


Why  WDAU-TV  bought  Volumes  1, 2, 3, 4, 5 
of  Seven  Arts'  "Films  of  the  50's" 

Says  William  G.  Hunefeld,  Jr.: 

General  Sales  Manager  WDAU-TV,  Scranton-Wilkes  Barre,  Pa. 


&7 


"Viewers  and  sponsors  alike  expect  nothing  but  the  best  on  WDAU-TV,  Scranton- 
Wilkes  Barre,  Pa.  We  bought  Volumes  1 , 2, 3, 4, 5  &  7  of  'Films  of  the  50's'  because 
we  were  sure  they  were  top-draw  quality  with  outstanding,  consistent  features. 


M 


iiMlBi'fTJl;1^l^;i.^K 


the  SURE  in  PLEA 


31  RT 


jUQgirig  Trom  3Uui6nc6  iniGrGSij  sponsor  r63CTion  3no  r3Tincs  ot  xnGSG  ivioncy* 
Makers  of  the  60's.'  We  are  pleased  to  welcome  these  Seven  Arts'  features  to 
WDAU-TV's  other  outstanding  programming... WDAU-TV... the  pleasure  station 
not  only  in  Northeastern  Pennsylvania  but  also  in  the  area  including  the  world's 
greatest  saturation  of  community  antenna  television  homes.  We  feel  sure  the  Seven 
Arts'  'Films  of  the  50's'  will  enst  re  our  top-ranking  position  in  the  Scranton- 
Wilkes  Barre  market." 


SEVEN  ARTS 

ASSOCIATED 

CORP. 


A   SUBSIDIARY  OF  SEVEN  ARTS  PRODUCTIONS.  LTD. 
N  W  YORK:  200  Park  Avenue  YUkon  6-1717 

C    CAGO:  4630  Estes,  Lincolnwood.  III.       ORchard  4-5105 
D<    LAS:  5641  Charleston  Drive  ADams  9-2855 

.ELES:  3562  Royal  Woods  Drive.  Sherman  Oaks,  Calif. 

STate  8-8276 
- 0,  ONTARIO:  11  Adelaide  St.  West    EMpire  4-7193 


it  programming  Seven  Arts"  "Films  ot  the  '     s"  see  Third  CoverSRDS  (Spot  TV  Rates  and  Data) 


"PUBLISHER'S 
REPORT 


(  >n<      in. in  s     \  lr«     ill 

s 1 141 1 1 lit  .ml     li.i|i|>.  iimi;\     111 

l>i  h.kIi  nil    «d\  11  tiling 


If  I  ran  a  station  group 

L  et*s  face  ii. 

One  tail  (il  1 1 1 « •  1l1.1i  ever)  broadcastei  and  ever)  broadcast  adver- 
tising user  must  recognize  is  the  unpredictabilit)  oi  the  M  I 

Willi  each  nev*  commissioner  the  scene  changes.  Each  ne\*  man 
brings  new  ideas. 

During  m)  >l  years  in  ili«'  industr)  I  have  observed  the  shifting 
bands  (it  FCC  philosoph)  and  regulation  wild  ever-increasing  amaZe- 
lllClll. 

\i  times  broadcasters  nave  been  encouraged  to  .i|>|>l\  foi  an  fm 
icense  along  with  their  am.  Bui  later  .1  commissioner  considers  this 
duopoly.  Broadcasters  are  wooed  into  the  nli  I  camp,  Mini  come  years 
pi  confused  planning  and  rulings.  Hie  "fairness  doctrine"  has  the 
broadcaster  on  the  ragged  edge,  lion  does  he  satisf)  equal  opport un- 
it) or  even  decide  what  equal  opportunit)  is?  What  about  editorial- 
izing    is  it  a  sen  ice  or  .1  sword? 

In  his  recent  talk  at  Lincoln.  Nebraska  the  FCC's  newest  commis- 

luiiii .  I  ee  Loevinger,  proposes  "diversified  ownership."  [Tie  Lincoln 

vening  Journal  and  Sebraska  State  Journal  said  in  repl) : 

'"It  the  tremendous  economic  resources  oJ  the  movies  cannol  achieve 

do  re  than  1 00  good  pictures  a  year  1  w  ill)  the  rest  being  pot-boilers) 

low  can  a  complete  diversit)  oi  1 .000  t\  stations  bu)  the  talent  or  hire 

tin-  staffs  ol  journalistic  calibre  to  amortize  the  cost  oi  2,000  good 

\  programs  a  year  for  one  communit)  .  .  ." 

So  now  it's  tlir  group  operations  that  are  under  attack,  with  the 
phenomenon  ol  an  unrelated  newspaper  rising  to  it-  defense. 

I-  tlii-  .1  serious  proposal,  or  anothei  in  the  endless  stream  ol  <  lorn- 
mission  and  Congressional  utterances  designed  to  keep  the  industr) 
)n  it-  toes? 

I  lie  trou I ilc  with  being  a  regulated  mdu-ti  \  1-  thai  you  can  1  a lloi  d 
0  ignore  an)  ol  them. 

In  the  case  oi  group  operations  Commissioner  Loevinger  ma)  be 
l>ing  the  groups  a  big  favor. 

II  I  ran  a  group  I  would  consider  lii-  proposal  a  challenge. 
I  would  1  > * » iiit  out  the  advantages  ol  group  operation. 
1  would  show  how  groups  can  benefit  a  communit)  with  outstand- 

ng  public  sen  ice. 

I  would  express  how  high-calibre  headquarters  experts  can  assist 
oral  staffs. 

I  would  prove  how  experience  in  several  markets  helps  provide 

Iter  sen  ice  in  each. 

I  In-  i-  a  story  that  -houhl  be  told.  Some  groups  are  telling  it.  More 
hould  for  the  lit'iiflii  oi  their  separate  stations  as  well  as  For  their 
roup  setup  and  policies. 


FACTS  PROVE 

Conclusively! 
KNUZ, 

IS  HOUSTON'S  1 

No.1  ADULT 

AUDIENCE 

~UY! 


Here  are  the  latest  tacts  and  figures  on 
cost  per  thousand  — 

TOTAL  ADULT 

MEN 
IN   AFTERNOON 
TRAFFIC   TIME 

delivered  by  Houston  radio  stations     K  NUZ 
again  is  conclusively  Houston's  NO    1  BUY' 

MON.-FRI.  —  4-7    P  M 

STATION  COST  PER  THOUSAND 

K-NUZ  S    6  90 

Ind.    "A"  S    8  24 

Net.    "A"  S    7  25 

Ind.   "B"  S13.08 

Ind.  "C"  S10  00 


SOURCE 

Fint      Houiton      LQR    100      Metro      Ar   a 

Oct  .     1962      Bcucd    on    \cl- 
ot     12     one    minute     announcement!     p<r 
-       .  -  pub 

I    SUDS       Feb  ,     196J 

SEE    KATZ    FOR    COMPLETE    ANALYSIS 
OF     ALL     TIME     PERIODS' 


KATZ  AGENCY 

"  INC 
WL  REPRESENTATIVE 


IN  HOUSTON  call 


DAVE  MORRIS 


JA  3-2581 


'fT-z^c/ 


tfNUZ 


sponsor  l'.;  m  rii  vim  k  I'.tt.:; 


S  \« 


A  PICTURE    CDF 
GOOD  ^ELUACl 


Oil  moves  the  finished  products  and  r.nv  mate 
rials  thai  salesmen  sell,andwhen  trains, trucks, 
planes,  ships  and  factories  call  tor  fuel  — and 

more  Fuel— THAT  is  a  sign  of  good  business. ..a 
sign  ol  good  selling. 

Good  -oiling  has  never  been  so  important  to  so 
many  Americans  a--  it  is  today. ..but  America 
has  never  had  a  salesman  quite  like  television 
...spot  television. 

The  television  stations  represented  by  Peters, 
Grirtm.  Woodward  are  welcomed  regularly  into 

millions  or  American  homes  where  they  spend 
more  than  5  hours  each  day  entertaining,  in- 
forming and  selling... selling  by  demonstrating 
and  displaying  the  goods  and  services  that  keep 
our  economy  rolling. 

In  spot  television!  the  advertiser  can  specify 
the  number,  the  timing  and  the  type  of  his  tele- 
vision salescalls  in  every  market... and  that  is 

good  selling! 


^ETH'.RS. 

@  RIKH  \   ^^k 

A  ()(  'I  -WARD 


Pioneer  Station   Representatives  Since   1932 

NEW  YORK      CHICAGO      DETROIT  /  PHILADELPHIA 

ATLANTA       MINNEAPOLIS       DALLAS  FORT  WORTH 

ST    LOUIS  ,    LOS  ANGELES       SAN  FRANCISCO 


REPRESENTS  THESE 
TELEVISION  STATIONS: 


EAST- SOUTHEAST 


WWJ-TV         Detroit 


WZZM-TV 

Grand  Rapids -Kalamazoo- 

Muskegon 

ABC 

WPIX 

New  York 

IND 

WSTV-TV 

Steubenville- Wheeling 

CBS-ABC 

WNYS-TV 

Syracuse 

ABC 

WCSC-TV 

Charleston.  S.C. 

CBS 

WIS-TV 

Columbia,  S.C. 

NBC 

WLOS-TV 

Greenville,  Asheville, 

Spartanburg 

ABC 

WFGA-TV 

Jacksonville 

NBC 

WTVJ 

Miami 

CBS 

WSFA-TV 

Montgomery 

NBC-ABC 

WSIX-TV 

Nashville 

ABC 

WDBJ-TV 

Roanoke 

CBS 

WSJS-TV 

Winston-Salem  •  Greensboro  NBC 

f  midwest-southwest^ 

WCIA-TV 

Champaign-Urbana 

CBS 

WOC-TV 

Davenport- Rock  Island 

NBC 

WHO-TV 

Des  Moines 

NBC 

WDSM-TV 

Duluth-Superior 

NBC 

WDAY-TV 

Fargo 

NBC 

WISC-TV 

Madison,  Wise. 

CBS 

WCCO-TV 

Minneapolis-St.  Paul 

CBS 

WMBD-TV 

Peoria 

CBS 

KPLR-TV 

St.  Louis 

IND 

KFDM-TV  Beaumont 

KRIS-TV  Corpus  Christi 

WBAP-TV  Fort  Worth-Dallas 

KENS-TV  San  Antonio 


MOUNTAIN  AND  WEST 


KBOI-TV        Boise 

CBS 

KBTV              Denver 

ABC 

KGMB-TV       Honolulu 

CBS 

KMAU  KHBC-TV        Mea 

KTLA              Los  Angeles 

IND 

KSL-TV          Salt  Lake  City 

C8S 

KRON-TV       San  Francisco 

NBC 

KIRO-TV         Seattle  Tacoma 


Billion  Dollar  Spender 


.  .  .  that's  North  Carolina's  Golden  Triangle  Market.  Over  $1  Billion  in 
annual  retail  sales  — and  it's  yours  to  tap  when  you  buy  the  strong. 
33-county  coverage  of  WSJS  Television. 

NO.     1     MARKET    IN    THE    NO      12    STATE 


North  Carolina's 

Golden 

Triangle 


TELEVISION 

WINSTON- SAL  EM/  GREENSBORO  /HIGH  POINT 

Represented  by  Peters.  Griffin,  Woodward 


"SPONSOR-SCOPE 


I  111  Mill  l< 


I ntcr prrtation   and   commentary 
on   most   tigniftcunt    t\ /radio 
mid  marketing  nr«  %  <A  tt»«  weak 


Commercial  talent  negotiations  will  swing  into  action  this  week. 

\i  Bession  tomorrow  in  No*  ^oik.  Screen  ictors  Guild  and  American  Fed( 
tinn  oi  I cli-\ l-iuii  and  Radio  Arii-t-  will  present  "proposals"  to  Joint  Negotiating 
Committee  which  includes  representatives  of  Association  "t  National  Advertisers  and 
American  Association  oi  Advertising  Agencies.  First  meeting  i-  expected  to  1m-  Mime- 
what  routine,  with  formal  negotiations  -tailing  in  mid-October.  In  interim,  pro- 
posals will  be  evaluated,  then  things  will  go  down  to  the  15  November  contract 
expiration  date. 

No  one  wants  to  talk  aboul  proposals  yet,  foi  feai  it  might  cause  friction  in 
later  dealings.  Hut  strong  front  is  expected  l>\  advertising  side,  since  this  yeai  is  dr-i 
tin  |oirit  committee.  (For  earlier  report,  since  sponsor,  20  May). 


Viewing  patterns  look  healthy  in  the  first  half  of  1963,  Nielsen  figures  report. 

All  time  periods  in  the  January- June  L963  period  were  up  over  a  year  ago.  T\  riew« 
ing  per  average  minute,  January-June,  by  time  segment  for  recent  years,  looks  like 
this  (Source:  Nielsen  Television  Index): 


1963 

1962 

1961 

rime  Period 

i 

Homes  (000) 

< 

Homes  (000) 

Homes  (000) 

7  a.m.-noon 

L3.7 

O.J523 

13.1 

0.419 

13.9 

0.519 

noon-5  p.m. 

24.8 

12,350 

25. 1 

11,466 

23.5 

11,022 

5-7  p.m. 

3.5.3 

17.579 

35.2 

17,248 

30.1 

17,072 

7-11  p.m. 

50.0 

27.HHH 

7^^.() 

27,244 

57.1 

26,780 

11  p.m.-l  a.m. 

11,603 

22.0 

11,074 

22.1 

10,506 

The  fall  network  tv  rating  battle  began  in  earnest  last  week. 

Hut  like  the  earl)  evening  "scattered  precincts'1  on  election  night,  the  results  to 
date  are  far  from  confirming  the  final  pattern.  \1'»(  l\.  with  a  jump  on  it-  com] 
tors,  coupled  w it h  heavy  audience  promotion  and  a  complete  schedule  which  kicked 
ofT  as  a  unit  in  one  week,  scored  well,  according  to  Trendex  information.  It  remains 
to  be  seen,  however,  what  the  trend  will  be  when  CHS  and  NBC  get  then  complete  tall 
lineup-  into  action.  Conflicting  report-  can  1  e  expected  for  a  while,  i  Arbil 
Multi-Market  Nielsens,  and  Nielsen  National-  (later)  are  presented. 


ABC  TV  is  naturally  proud  of  many  of  the  Trendex  reports. 

Outer  Limit*  with  a  51.7',    and  37. o  ,    share  for  it-  two  half  hours  topped  what 
will  be  the  regular  competition.  Breaking  Point  rolled  up  .38. 1         and  50.6        half 

hour  shares  in  it-  premiere,  though  other  nets  are  yet  to  start  their  new  shows  in  the 
time  period.  Other  impressive  Trendex  shares  were:  Combat  U!.H' .  ;  McHale's  \ 
at  19.0'  i  :  The  Greatest  Skou  on  Earth  at  193*    ;  Fugitive  at  51.3 

13 


'SPONSOR-SCOPE 


14 


23  SEPTEMBER  1963 


Popularity  of  storewide  promotions  by  supermarkets  is  growing. 

While  trading  stamps  are  meeting  increased  resistance  among  grocery  chains,  store- 
wide  selling  is  producing  new  results.  One  of  the  oldest  forms  of  merchandising,  the 
storewide  could  be  of  benefit  to  radio  and  tv,  since  these  media  lend  themselves  more 
readily  to  selling  single  items  or  ideas,  rather  than  serving  as  a  classified  price  ad 
as  in  print.  Vital  to  the  storewide  promotion  are  point-of-purchase  materials. 


CBS  TV's  new  series,  The   Great  Adventure,  will  get   strong  educator  support 

Members  of  the  National  Education  Association,  some  one  million  strong,  will  re- 
ceive promotion  through  the  NEA  Journal,  the  NEA  Reporter,  and  via  special  book- 
let with  program  descriptions.  CBS  TV  also  will  work  through  affiliates  to  reach 
local  educational  leaders.  Study  guides  go  to  affiliates  for  local  distribution. 

The  series,  based  on  American  history,  is  being  presented  by  CBS  TV  in  co- 
operation with  the  NEA  and  its  National  Council  for  the  Social  Studies. 


A.  C.  Nielsen  is  making  a  change  in  reporting  home  data. 

Starting  with  the  new  season,  all  nationally  projected  ratings  will  be  given  to  the 
nearest  10,000  homes,  not  thousand  as  in  the  past.  Rating  percentages  will  continue 
to  be  carried  out  to  tenths,  which  the  company  notes,  are  equivalent  to  about  50.000 
homes.  Hope  is  to  answer  critics  who  claimed  the  previous  basis  was  too  small. 


One  planned  series  for  next  season  is  thinking  about  sponsors  way  ahead  of  time. 

The  color  show,  a  joint  venture  between  Revue  and  Stan  Freberg,  is  called  a  "'situa- 
tion-less comedy,"  and  will  feature  Freberg.  The  latter,  through  Freberg,  Ltd.,  has 
produced  many  commercials  and  is  offering  now  to  produce  them  for  whatever  adver- 
tisers buy  the  show. 


Senate  Commerce  Committee's  approval  of  partial  suspension  of  equal  time  proviso 
of  the  Communications  Act  does  not  satisfy  Sen.  Vance  Hartke  (D..  Ind.). 

Hartke  would  banish  equal  time  concept  altogether,  freeing  broadcasters  from  need 
to  grant  equal  time  to  any  political  candidate  whose  rival  has  had  air  time.  "The 
broadcasting  industry,  by  its  own  objectivity  and  good  judgment  in  reporting  politi- 
cal news  and  events  of  the  last  few  years,  has  proved  it  is  mature  enough  and  re- 
sponsible  enough  to  abide  by  the  dictates  of  the  'Fairness  Doctrine',"  he  said. 


Kraft  Foods  is  moving  into  the  dry  dog  food  field 

Introduction  nationally  is  being  charted  by  Clinton  E.  Frank.  Other  new  products 
being  tested  include:  Cashmere  Liquid  Detergent  from  Colgate,  through  Ted  Bates; 
S.O.  ettes  from  General  Foods,  miniature  S.O.S.  pads,  through  Foote,  Cone  &  Beld- 
uig;  Post  Bran  and  Prunes,  iiceze-dry  cereal,  also  from  General  Foods,  through 
Benton  &  Bowles. 


I 


Illinls  cooking with,  4ccmt? 


Today,  more  chicken,  more  fish,  more 
lamb  chops,  more  everything,  are 
cooking  with  Accent  than  ever.  The 
reason?  Since  L961,  Vc  cent  has  been 
cookingalmost  exclusively^  ithradio. 

Vs  \<-  cent's  basic  advertising  me- 
dium, radio  has  more  than  kept  the 
pot  boiling.  Jnlin  i).  1  [erzog,  ( General 
Sale-  Manager  ol  \i  cent-Interna- 
tional says,  "It  has  continuously  gen- 
erated increased  consumer  awareness 
and  sales." 

1  [ere's  the  \.c  cenl  recipe. 

In  '61 .  the)  bought  four  weeks  on 
the  CBS  Radio  Network— a  volume 
plan  thai  included  Dimension  fea- 


tures and  news.  In  '62,  the)  tripled 
their  (>1  bu) .  \nd  in  '63,  the)  more 
than  tripled  their  '62  bu) ! 

Hie  <  urrent  buy— a  52-week  <  am- 
paign — will  keep  V  cent  on  the  <  BS 
Radio  Network  through  Juneol  L964. 
"(  BS  Radio,"  to  quote  Mr.  I  [erzog 
again,  "has  played  a  \  ital  role  in  con- 
tributing i"  V  i  ent's  dynamic  sales 
progress."  So  V  cent-International 
is  taking  no  <  haw  es.  They've  made 
sure  of  their  "(>  1  time  on  (  BS  Radio. 

Have you? 


The  CHS  I  in  din  Network 


SPONSOR    _\.    SKPlFMBtR     1963 


15 


COMMERCIAL 
CRITIQUE 


Trends,  techniques  new 
styles  in  radio/tv 
commercials  are  evaluated 
bv  industry  leaders 


A   PRODUCER 

BY  ANY   OTHER   NAME 


II   l  I  I,  <  OOPER 

resident,  radio  tr  production 
Doherty,  Clifford,  Sti  >  rs  i    Shenfield 

Tin  qi  ESTION  of  whether  or  not 
agencj  t\  producers  are  equipped 
to  meet  the  demands  of  their  titles 
is  indeed  .1  \  er\  real  one.  Too  often 
the  function  becomes  mechanical; 
too  often  the  function  becomes  that 
nl  an  intelligent  messenger. 

Production  is  a  craft  which  must 
include  knowledge  and  creative 
judgment.  Producers  are  vital  links 
in  a  creative  chain  and  they  must 
assume  this  obligation  with  an 
awareness  ol  the  importance  of 
their  role.  They  must  be  producers 
in  the  theatrical  sense,  knowing  the 


medium  in  which  they  are  working, 
exercising  creative  judgment,  con- 
sidering the  effect  of  what  they  do 

on  an  audience. 

This  responsibility  is  being  as- 
sumed more  and  more  by  art  direc- 
tors and  writers  (depending  on  the 
orientation  of  the  agency),  leaving 
the  producer  little  more  than  the 
acts  of  delivering  stor\  boards,  get- 
ting bids,  and  minimal  supervision. 
Probably  the  primary  reason  for  this 
lies  in  the  all  too  prevalent  produc- 
tion void  which  requires  filling,  if 
an  agency's  creative  end  product  is 
to  be  dynamic  and  fresh.  Agency 
producers  too  frequently  accept  the 
lesser    role,    too    frequently    ignore 


ry 


#>* 


Cooper  sets  up  Ralph  Terry,  ace  righthander  of  the  N.  Y.  Yankees  for  Vitalis  spot  series 


the  need  for  acquiring  the  many 
tools  of  their  craft.  They  often  tend, 
consequently,  to  be  defensive  and, 
indeed,  to  be  uncertain  of  what 
their  function  really  should  be. 

The  other  side  of  this  problem  is 
the  fact  that  agency  management 
has  generally  regarded  television 
production  as  some  strange  and  in- 
explicable thing,  which,  if  treated 
with  selective  ignorance,  will  even- 
tually turn  to  dust  and  be  blown 
away  by  print  and  radio.  This  atti- 
tude has  never  encouraged  the  de- 
velopment of  properly  trained  tv 
producers  and  has  contributed  to 
confusion  over  the  role. 

Producers  at  Doherty,  Clifford, 
Steers  6*  Shenfield  are  indeed  pro- 
ducers. They  know  the  mechanics 
as  well  as  the  creative  potential  of 
the  medium  with  which  they  are 
concerned.  Then  work  with  copy*- 
writers  and  art  directors  from  con- 
cept onward  in  an  unusual  spirit  of 
mutual  respect.  Their  experience, 
their  training,  their  unending  de- 
sire and  ability  to  learn  and  to  ex- 
periment has  created  a  department 
with  freedom  of  judgment  and  pro- 
duction control,  a  department 
which,  in  my  experience,  is  prac- 
tically unique  in  this  respect.       ^ 


PETER  COOPER  is  vice  presi- 
dent for  radio  and  television  pro- 
duction, at  Doherty,  Clifford,  Steen 
&  Shenfield,  Inc.  Prior  to  joining 
the  agency,  liis  career  included 
Dear!)  12  years  in  ever]  phase  of 
the  lilm  production  business.  He 
came  to  DCSS  in  19(i2  from  Robert 
Lawrence  Productions,  where  he 
«as  a  director. 


SPONSOR  23  sept]  \uiiR  1963 


I  -  HIGH  POINT 


Built  for  the  high  seas  in  High  Point  ...  200  miles  from  the 
ocean'  WFMY-TV's  John  McMullen  and  wife  see  why  the  nation's 
largest  mass  producer  of  fiberglass  hulled  yachts  chooses  to  build 
in  this  Piedmont  North  Carolina  city.  As  the  center  of  the  greatest 
concentration  of  furniture  manufacturing  in  the  world,  High  Point 
affords  the  craftsmen,  fine  woods  and  fabric  to  meet  the  demands 
of  a  variety  of  industries.  A  famous  furniture  capital  with  92  furni- 
ture factories  and  a  mammoth  exposition  building  covering  23  acres 
...  a  leading  textile  center  .  .  .  home  of  the  world's  largest  com- 
mercial still-photo  studio  and  the  huge  bureau  serving  as  state 
Junior  Chamber  of  Commerce  headquarters  .  .  .  this  is  High  Point, 
selected  by  the  National  Municipal  League  and  Look  Magazine  as 
a  "1962  All-America  city."  High  Point.  Greensboro  and  Winston-Salem 
form  the  largest  metro  tv  market  in  the  Carolinas.  the  heart  of  the 
51  county  area  served  by  another  see-worthy  performer,  WFMY-TV. 


Represented  nationally  bv   Harrington.  Righter  &   Parsons.  Inc. 


£5 


I 


f 


tut  my  - 1  v 

GREENSBORO.  N.  C. 

•Now       In       Our      14IH      V  •  .1  r      Of       Sirvlci" 


"  r  ,. 


SPONSOR  STAFF 

lent  and  Publisher 

Norman  R.  Glenn 

ti\,     Vice   President 
Bernard  Piatt 

tar)  -Treasur<  i 
Elaine  Couper  Glenn 

EDITORIAL 

I  ditoi 

Robert  M.  Grebe 

Executh  e  Editor 
Charles  Sinclair 

Senioi   Editoi 

H.  William  Falk 

\ii  Editor 
John  Brand 

Associate  Editors 
Jane  Pollak 
Barbara  Love 
Audrey  Heaney 
Nikt  Kalish 
Jacqueline  Eagle 

(,'<>pv  Editor 
Tom  Fitzsimmons 

Assistant  l^diror 
Susan  Shapiro 

Washington  News  Bureau 
Mildred  Hall 

ADVERTISING 

Southern  Manager 

Herbert  M.  Martin  Jr. 

Midwest  Manager 

Paul  Blair 

Western  Manager 

John  E.  Pearson 

Mid-  \t l.uitu  Editor 
John  C.  Smith 

Prodm  rjon  Manager 

Mary  Lou  Ponsell 

Sales  s,  ■(  i,  tar) 

Mrs.  Lydia  0.  Cockerille 

CIRCULATION 

Man  i 
Jack  Rayman 

John  J.  Kelly 
Mrs  Lydia  Martinez 
Gloria  Streppone 
Mrs.  Lillian  Berkof 

ADMINISTRATIVE 


nit  to  tin   Publishei 
Charles  L.  Nash 

n  1 1 1 1 g 
Mrs.  Syd  Guttman 
Mrs  Rose  Alexander 

George  Becker 
Madeline  Camarda 
Michael  Crocco 
Dorothy  Van  Leuven 
H  Ame  Babcock 


*555  FIFTH 


Letters  to  the  Editor 


' 


Vote  of  thanks  to  Holte 

With  so  main-  trade  publications 
arriving  every  day,  it  is  sometimes 
a  lew  weeks  before  I  can  catch  up. 
I  just  finished  reading  Clarence 
Holte's  excellent  article  in  the  26 
August  Negro  issue  of  Sponsor,  and 
I  am  very  grateful  that  someone 
had  the  courage  to  speak  up  and 
articulate  what  must  he  in  many 
minds. 

This  is  more  important  today  than 
ever  before  because  of  the  events 
occuring  each  day,  and  the  spot- 
light being  focused  on  all  aspects  of 
the  Negro  market. 

I  hope  that  copies  will  be  made 
and  directed  towards  the  people 
who  need  to  be  told  the  facts  of  life 
as  expertly  as  you  did  in  the  article. 

The  entire  advertising  fraternity 

owes  Mr.  Holte  a  big  vote  of  thanks. 

Selvin  Donneson 

vice  president  for  sales 

WWRL,  New  York- 


Comments  on  the  new  look 

Congratulations  on  sponsor's 

"new   look." 

Really  though.  I  don't  sec-  how 
you  can  improve  the  best  trade 
magazine  .  .  .  but  you  did. 

You  are  right  about  promotion 
men  .  .  .  we're  natural  horn  leaders! 

Terrence  S.  Ford. 

radio  promotion 
WFAA  Radio,  Dallas 


I  have  watched  sponsor  and  its 

growth  pattern  since  the  inception 
ot   the  publication  in    1946. 

Your  bright  new  lace,  as  evi- 
denced by  the  l)  and  Hi  September 
issues,  indeed  will  permit  faster 
reading  and  quick  coordination  ot 
related  information. 

Please  accept  my  best  wishes  lor 

the  continued  success  of  sponsor. 

Morton  H.  Hcnkin. 

president 

KSOO-TV,  Sioux  Falls. 


Congratulations  on  the  new 
makeup/! 

You  seem  to  he  one  of  the  few 
trade  hooks  in  any  field  to  grasp  the 
universal  "hang-up"  of  limited  read- 
in  'Z  time.  You've  really  gone  a  long 
way  in  preparing  a  clean,  taut  pub- 
lication that  can  he  read  faster  than 
it  takes  to  skim  many  another. 

You  have  my  nomination  for  the 
hook  less  likely  to  he  speedily 
skipped  through. 

Dick  New  ton 
publicity  director 
WIND.  Chi. 


The  changes  you  have  been  mak- 
ing over  the  past  few  months  have 
made  SPONSOR  a  much  more  inter- 
esting magazine.  Your  new  depart- 
mentalization is  a  very  real  im- 
provement, especially  since  you 
have  eliminated  those  annoying 
carry-overs. 

The  weekly  newsletters  on  yel- 
low stock  are  extremely  helpful. 
Having  always  preferred  saddle- 
stitching  to  side-Stitching,  this  in- 
novation is  much  appreciated.  One 
thing  we  would  like  to  see.  though. 
is  a  return  to  AM.  FM  and  TV 
rather  than  am,  fm  and  tv.  Since 
AM.  FM  and  TV  are  our  business. 
let's  not  hide  them  in  lower  case  any 
longer. 

Expect  that  sponsor's  new  format 
will  he  able  to  cover  the  broadcast 
industry  in  a  much  more  readahle 
wax  . 

Charles  W.  Kline. 

president 

KM  Cnlimited 


|ust  a  word  of  praise  to  you  for 
the  "new  look"  of  this  week's  SPON- 
SOR. 

\\  e    are    particularly    delighted 
with  your  new  radio  media  section. 
Your  new    packaging   makes   tei 
e\  en  better  reading. 

Fred  E.  Walker, 

general  manager 

KDKA  Radio.  Pittsburgh 


look  South  .  .  .  and  you' II  see  7i£? 


the  land  of 


PLUS . . . 

Consistently  High 
Industrial  Employment 

and 
Military  Payrolls! 


Year-in,  year-out.  TV-3  continues  its  growth  with  the 
audience  and  the  advertiser.  In  fact,  no  other  media  penetrates 
the  66  counties  in  TV-3  land  like  TV-3.  No  wonder  it's  the 
"first  choice"  of  local  and  national  advertisers.  People  believe 
in  us.  have  confidence  in  us  and  depend  on  us.  So  can  you. 


WRBL-TV 

Columbus,  Georgia 

TELECASTING    FROM    THE 
WORLD'S   TALLEST  TOWER 

"7749  feet  above  ground" 
i   \V.  Woodruff,  Jr.,  Pros,  and  Gen.  Manager 
Ridley  Bell,  Station  Manager 
George  (Red)  Jenkins,  Dir.  National  Sa 


CBS 


NBC 


REPRESENTED  BY 

GEORGE  P.   HOLLINGBERY  COMPANY 


SPONSOR    J      skimj  MiiiK    I 


Serving  Wealthy  Oregon 
and  Washington 
24  hours  a  day! 


[pJfiXj¥  RADIO 

Pioneer  Station  Representatives  Since  1932 


M 


OtMj 


r 


^pusii^k^'  i/^v  u  miELi^j 


GM^ 


— *  ^^aa 

S.OOO  VV  DAV 

1l00°  w  NIGHT 

930  KC 


EL  PASO 


5.000   W 
600    KC 


SAN    ooov,o.v 


5.000  ^ 
630  *c 


^S§> 


00e*st2SUi 


f7. 


oo0 


w 


^5o 

DAy- 


M/0 


iV 


M 


A/O 


3°  KC 


f^ejo/ueAeutec/  A* aft  o**a£&4  tct 

P^^"  EADIO 

Pioneer  Station  Representatives  Since  1932 


-CALENDAR 


The  when  and  where 
of  coming  events 


LOCATED  IN 
MISSOURI'S 

BIG 

THIRD  MARKET 

DOMINATES 

THE   $3.3 

BILLION    MARKET 
IN 

59  COUNTY 

PRIMARY   AREA 

KWTO  delivers  270°o  more 
counties  than  the  second  sta- 
tion  This    means     145,573 

more  population,  $2,873,886, 
000  more  C.S  I  and  $2,034, 
538,000'greater  retail  sales. 

SRDS  CM   Data   May  '63 

plus 

METROPOLITAN 
DOMINANCE 

The  March,  1963,  Springfield  Mis- 
souri HOOPER  shows  KWTO  with 
a  40. 7%  average  share  of  audience 
(7  a.m. -6  pm  M-F).  The  second 
roted  station  delivers  an  average 
32  5°0   all  day  share. 


on  560  kc  with 
5000  WATTS 

means  if  serves  an  area  of 
60,000  sq.  miles.  It  would 
take  590,000  watts — or  118 
times  the  power  than  KWTO 
to  serve  the  same  area  at 
1260  kc. 


Contact:  S.iv.illi  /Gates 
formerly  Pearson  Njtion.il 
Represcntitivcs,    Inc. 


Springfield,   Missouri 


SEPTEMBER 

Radio  Advertising  Bureau,  management 
conferences.  Gideon-Putnam,  Saratoga 
Springs,  N.Y.  (23-24);  O'Hare  Inn,  air- 
port. Chicago  430- 1  October);  Rickey's 
II>ut<  House  Hotel,  Palo  Alto,  Calif. 
(3-4);      Town      House      Motor      Hotel. 

Omaha  (7-8);  The  Executive  Inn, 
Detroit  (14-15) 

Nevada  Broadcasters  Assn.,  1st  annual 
convention,  Hotel  Sahara,  Las  Vegas 
(23-25) 

The  Center  for  Research  in  Marketing, 
conference  on  the  dynamics  of  pur- 
chase behavior  in  the  Negro  market. 
Overseas  Press  Club  of  America,  New 
York  (25) 

Assn.  of  National  Advertisers,  workshop, 
Nassau   Inn.  Princeton  (26-27 1 

New  Jersey  Broadcasters  Assn.,  17th  an- 
imal convention,  Colony  Motel,  Atlan- 
tic City,  X.  J.  (30-1  October) 

Georgia  Assn.  of  Broadcasters,  regional 
meetings.  Athens,  Home.  Thomaston. 
Albany,  Statesboro  (30-4  October) 

OCTOBER 

Advertising  Research  Foundation.  9th  an- 
nual conference,  Hotel  Commodore. 
New  York  (1) 

CBS  Radio  Affiliates  Assn.,  10th  annual 
convention,  New  York  Hilton  Hotel, 
New  York  (1-2' 

Direct  Mail  Advertising  Assn.,  46th  an- 
nual convention.  Pittsburgh  Hilton. 
Pittsburgh  (1-4) 

Missouri  Broadcasters  Assn.,  annual  fall 
convention,  Missouri  Hotel.  St.  Louis 
(3-4) 

Sales  Promotion  Executives  Assn.,  2nd  an- 
nual Southwest  Sales  Promotion  Work- 
shop, Statler-Hilton  Hotel,  Dallas  (4) 

American  Women  in  Radio  and  Televi- 
sion, east  -  central  area  conference. 
Coach  House  Inn.  Milwaukee;  New 
England  conference.  Chatham  Bars 
Inn.   ('ape   Cod.    Mass.    (4-6) 

Advertising  Federation  of  America,  7th 
district    ((invention.    Memphis    (5-6) 

Nebraska  Broadcasters  Assn.,  animal  con- 
vention. ScottsblufJ  (6-8) 

Kcntuckv  Broadcasters  Assn.,  fall  meeting. 
Dowtown  Motel.  Owensboro  (7-9) 

International  Film  Festival  of  New  York, 
Barbizon-Plaza  Hotel,  New  York  (8-10) 

Advertising  Federation  of  America,  3rd 
district  convention,  Norfolk  1 10-12 

Alabama  Broadcasters  Assn.,  annual  fall 
conference,  Hotel  Stafford,  Tusca- 
loosa (I0-I2) 

American  Women  in  Radio  and  Televi- 
sion, west  central  area  conference, 
Holiday  Inn  South,  Des  Moines,  Iowa 
1! 

Missouri  Associated  Press  Radio- T\  Assn., 
ting,  Arrow  lie. id  Lodge,  Lake 
Ozark  (12-13) 

Society  of  Motion  Picture  and  Television 
Engineers,  94th  semi-annual  technical 
conference,  Hotel  Somerset.  Boston 
18) 


Assn.  of  National  Advertisers  advanced 
advertising  management  course.  Hotel 
Morainc-on-the-Lake,  Highland  Park, 
Illinois  (13-18) 

North  Dakota  Broadcasters  Assn.,  12th 
annual  convention.  Ray  Hotel.  Dick- 
enson (14-15) 

National  Assn.  of  Broadcasters,  fall  con- 
ferences, Statler-Hilton,  Hartford  (14- 
15);  Leamington  Hotel,  Minneapolis 
(17-18);  Pittsburgh-Hilton,  Pittsburgh 
(21-22);  Americana,  Miami  Beacl 
(24-25) 

Indiana  Broadcasters'  Assn.,  15th  anni- 
versary convention,  French  Lick 
Sheraton  Hotel,  French  Lick.  Indiana 
(16-18) 

American  Assn.  of  Advertising  Agencies, 
central  region  meeting.  Sheraton  Ho- 
tel. Chicago  (17-18) 

Texas  Assn.  of  Broadcasters,  fall  conven- 
tion, Cabana  Hotel,  Dallas  (20-21) 

Mutual  Advertising  Agency  Network, 
meeting.  Palmer  House.  Chicago  24J 
26i 

American  Women  in  Badio  and  Televi- 
sion, board  of  directors  meeting.  Mayo 
Hotel.  Tulsa  (25-27) 

Institute  of  Broadcasting  Financial  Man- 
agement, 3rd  annual  general  nice  ting. 
New  York  Hilton,   New  York  (28-30J 

International  Radio  &  Television  Society, 
newsmaker  luncheon,  Waldorf  Ve- 
rona. New    York  (30 

National  Retail  Merchants  Assn.,  special 
seminar.  Commodore  Hotel.  New 
York  (31-1  November) 

NOVEMBER 

Oregon  Assn.  of  Broadcasters,  convention. 
Hilton  Hotel,  Portland  (1-2) 

Central  Canadian  Broadcasters  Assn.. 
management  and  engineering  conven- 
tion. Royal  York  Hotel.  Toronto  i  1-5 

American  Assn.  of  Advertising  Agencies, 
eastern  annual  meeting.  Waldorf-As- 
toria, New   York  (6-7) 

Illinois  Broadcasters  Assn.,  fall  conven- 
tion. Chicago  (7-8) 

Washington  State  Assn.  of  Broadcasters, 
fall  meeting.  Ridpath  Hotel,  Spokane 
(7-9) 

Assn.  of  National  Advertisers,  annual 
meeting.  The  Homestead.  Hot  Springs. 
\a.  (10-1  J) 

National  Assn.  of  Educational  Broadcast- 
ers, national  convention.  Hotel  Schroe- 
dcr.  Milwaukee  (17-20) 

The  Television  Bureau  of  Advertising. 
annual  membership  meeting,  Shera- 
ton-Blackstone  Hotel.  Chicago  ,  19-21) 

Broadcasters  Promotion  Assn.,  annual 
convention,  lack  Tar  Hotel.  San  Fran- 
cisco (17-20) 

New  York  University's  Division  of  Gen- 
eral Education,  editorial  workshop. 
Hotel  Lancaster.   New    York  (1S-20) 

American  Assn.  of  Advertising  Agencies, 
annual  convention.  Statler  Hilton  Ho- 
tel. Cleveland  (20) 

National  Vcadcmv  of  Television  Arts  and 
Sciences,    dinner.    Hilton    Hotel.    N'ew 

York  (22 


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SPONSOR    | 


ARB-RKO 

join  forces  to 
study  radio 

New  research  project 
tackles  a  top  problem 


t 


n 


iHODOU 


f 


ARB's  Jim  Seiler  (I.)  and  RKO's  Hathaway  Watson  focus  on  Detroit 


AMI  UK  \\  RESl  \1«  II  Hi  R]  u  will 
enter  the  field  ol  measuring 
radio  audiences.  The  Belts>  ille,  Md. 
firm,  long  .1  leader  in  the  television 
held,  has  been  commissioned  In 
Hk<  >  General  to  conduct  .1  metho- 
polog)  stud)  in  the  Detroil  area  tins 
jail  designed  to  evaluate  the  use  ol 
liai  lev  in  measuring  listening. 

The  radio  methodology  test  by 
\HH  111  Detroit  could  lead  to  a  new 
oca]  radio  measurement  service  in 
jither  markets  In  1964,  il  successful, 
t  w  as  reported. 
The    test    could    also    have    other 

nplications  since  \KB  will  trv 
«n  diar)  Formats,  one  For  personal 
adio  listening,  the  other  to  include 
\  \  icw  ing,  new  spaper  reading,  and 
nagazine  reading.  Already,  Nielsen 
i. is  i  ntered  the  field  ol  magazine 
md  newspaper  measurement.  \1- 
red  Politz,  well  known  tor  his  print 
neasurements,  is  another  providing 
lata  lor  broadcast  media  as  well, 
is  is  \\    |;   Simmons. 

Designing  the  methodolog)  test 
n ill  be  I  II  Clay,  ARB  director 
t  research  and  production.  The 
woject  was  suggested  1>\  Frank 
loehm,  RKO  General  director  ol 
ieh  and  promotion. 


For  man)  years  a  subject  ol 
major  discontent  among  broadcas- 
ters, radio  audience  measurement 
was  brought   to  the  fore  earlier  this 

year  when  sweeping  criticisms  were 
registered  before  the  House  sub- 
committee under  the  leadership  ol 
Rep.  Oren  Han  is  Since  then,  man) 
actions  have  been  initiated,  in- 
cluding: 

Establishment  ol  the  NAB  Rat- 
ings Council  to  make  a  complete 

Stud)  ot  radio  and  t\  research,  un- 
der Westinghouse  president  Donald 

1 1      \le(  i. union,    w  ho    is    also    \  \\\ 

research  committee  chairman.  Then 
report  is  anticipated  within  the  next 

lew  da\s  and  is  expected  to  make 
speeilie  recommendation  tor  stand- 
ards, auditing,  etc  see  w  ashingtqn 
Week,  16  Septembei 

Inauguration   ol    .i   radio   rating 
methodolog)    stud)    b)    Radio    \d 
vertising  Bureau  costing  some  $200 
(XK).  The  project  is  soon  to  begin 
hk()  Genera]   Stations   are  m< 
hers  ot  the  bureau. 

immendations  b)  tin  Ameri- 
can \ss(.(  iatii 'U  ol  Advi  rising 
Agencies  in  .i  report  titled  "How 
Advertising  '••  V 

ions    T)  pes      •    Rad 


W  hile  pointing  out  di  fi(  H  in  H  s  the 
report    did    not     suggesi     sp 
methi  idolog) 

I  munching  ol  1<><  aJ  mai  kel  radio 
data  b)  Sindlinger    I  lighl)  pr.. 
I>\    such  industr)    leaders   as    \ 
president   Robi  if   R    Pauli  j     Sind- 
linger's  Inst  report,  due  this  w 
in  I )i -tioit   I ).it.i  w ill  include  stal 
andieiK  e  measurement  b)    IS  min- 
ute periods,  b)  sex   and  where  lis 
tened.    Detroit    sample 
2  500      l  pc  •  'in u  on 

l  -  Vngeli  s  <  hit  igi  Philadelphia, 
and  New  York  the  lattei  sample 
to  be  about  1hxxi   Sup|  'h< 

data    has    ( Mini'    From    <  !ampbell- 
!d     foi    t  h.  vrolet      I     Walter 
I  hi  impson  im  Foi  I  ;ir\  s|<r 

Sindlinger  plans  di  n*  n 
the  information  before  the  Federal 
Trade   (  lommission   .md     '■       II  irris 
subcommitti  •     I  n  teleph 

inten  iew  s,  the  data  pitn  ides  inl 

ination   on   new  sp.ip. 

and    t\  Sindlinger    pi 

include  surve)  5  foui 

in   1  \  i  ities.  three  times  \  earl)    in 

ontinuam  <•  ol  l"(  .il  i 

S    I".      \     <        \  :id   Its  p! 

sw  m  h  tn  dial 


iPONSOR  _■  ;  smmi  mhik   hiti  I 


.,   ,  irch    instead  of  audime- 

1 1 1  announcing  the  \RB  project 
today,  Hathawaj  Watson,  president 
,,t  RKO  General  Broadcasting  said, 
"We  share  the  concern  <>t  man) 
[casters,  agencies  and  adver- 
tisers with  respect  to  the  adequa- 
cies ot  present!)  available  radio 
audience  information.  While  this 
project  will  be  limited  to  a  single 
major  U.  S.  market,  we  are  confi- 
dent that  satisfying  results  from  this 
i.st  w  ill  result  111  extension  of  the 
methodolog)  b)  \BB  to  other  mar- 
kets,   and    could    result     in    a    new 

syndicated  local  radio  measure- 
ment, providing  more  complete, 
valid,  and  reliable  audience  esti- 
mates than  have  been  available  be- 
fore. We  are  especially  pleased  that 
.is  part  ol  this  test,  radio's  impact 
mi  an  area  beyond  the  census-de- 
lined  metropolitan  market  will  be 
examined. 

KM)  General's  participation  will 
he  limited  to  financial  support  ol 
the  test,  and  interest  in  develop- 
ment ot  radio  audience  estimates, 
not  in  design  ot  the  survey. 

ARB  in  the  announcement  said 
the  study  will  be  based  on  a  con- 
cept  designed  to  measure  individ- 
ual listening  It  questioned  whether 


"homes  reached,"'  and  other  tech- 
niques could  provide  valid  esti- 
mates of  the  total  radio  listening 
audience. 

ARB  director  James  Seiler  said 
the  transition  of  radio  listening  to 
a  personal  activity  necessitates  a 
new  approach.  "The  essence  of  the 
approach  is  diat  the  sample,  the 
measurement  technique,  and  the 
final  results  are  defined  in  terms  of 
persons'  rather  than  in  terms  of 
homes." 

The  primary  purpose  of  the  ARH 
stuck  is  to  provide  estimates  of  the 
total  radio  listening  audience,  de- 
fined as  listening  by  persons  12 
years  of  age  and  older,  which  oc- 
curs on  any  type  of  radio  set,  home 
or  away.  To  qualify,  a  person  must 
listen  for  five  minutes  or  more  dur- 
ing a  measured  period. 

The  test  will  attempt  to  develop 
estimates  of  radio  audience  for  De- 
troit stations  as  follows: 

(1)  Average  daily  quarter-hour 
audience,  by  one-hour  periods.  6:00 
a.m.  to  6:00  p.m..  Monday  through 
Friday;  Saturday  and  Sunday  sepa- 
rately. 

(2)  Vverage  Monday-through  Fri- 
day quarter-hour  cumulative  audi- 
ence, by  one-hour  periods,  6:00  a.m. 
to  6:00  p.m. 


(3)  Average  Monday-through-Fq 

day  quarter-hour  cumulative  audi 
ence,  6:00  a.m.  to  6:00  p.m.  by  one 
hour  periods. 

I  Werage  quarter-hour  audi 
ence  for  each  clay,  by  one-hour  pe 
riods,  6:00  a.m.  to  6:00  p.m. 

The  reported  estimates  will  lie 
specified  in  terms  of  "total  number 
ol  persons  reached"  and  also  by  the 
following  age  and  sex  groups: 


Total 
Persons 


Male 


I'cnuile 


12-17 
18-34 
35-50 
50  plus 


12-17 
18-34 
35-50 
50  plus 


12-17 
18-34 
35-50 
50  plus 


rOEVALUATl    DIARIES:]     H.  Claj    I     VRB  dir.,  research/production,  has  designed 
i    •  ranl<    Bod  RKO  General  dn  .   r<  search   and   promotion 


When  appropriate,  "at  home"  and 
"away  from  home"  listening  audi- 
ence estimates  will  be  shown. 

Demographic  characteristics  o| 
families  from  which  respondents 
are  selected  will  be  obtained  to 
show  family  size,  number  of  per- 
sons in  household  (12  years  old  and 
older)  age  and  education  of  house- 
wife, and  occupation  of  male  head 
of  household. 

To  develop  a  profile  of  radio  set 
ownership  in  the  Detroit  market, 
data  will  be  gathered  relating  to 
the  total  number  of  working-ordfl 
radios  in  the  respondent's  family, 
and  identification  as  to  those  equip- 
ped to  receive  fm  broadcasts,  the 
number  of  working-order  portable 
(cordless)  radios,  and  the  incidence 
of  car  radios  among  those  respond- 
ents that  have  cars. 

The  survey  area  for  the  radio  test 
is  identical  to  ARB's  current  defini- 
tion of  the  Detroit  television  mar- 
ket. The  sampling  frame  will  con- 
sist of  residential  listings  in  tele- 
phone directories  covering  the  nine- 
teen counties  which  make  up  ARBV 
definition  of  the  Detroit  market. 

ARB  said  that  although  the  re- 
ported estimates  will  show  only  the 
listening  habits  of  the  telephone 
population  from  a  statistical  view- 
point, these  estimates  will  be  con 
sidered  applicable  to  the  entire  uni 
verse.  The  assumption  is  that  listen 
ing  patterns  of  the  telephone  pop- 
ulation adequately  reflect  those  el 
the  total  population  being  mea- 
sured. To  the  extent  that  listening 
by  the  unlisted  telephone  popula 
tion  and  the  non-telephone  popula 
(ion  differs  from  listening  b)  tin 
listed     telephone    population,    tin- 


VI 


'.IT 


SPONSOR    23    SEPTEMBER    1% 


assumption  ma)  ni  >t  be  * alid 

I  In    del  is tn  list   .1  IIHlltl    media 

liar)  for  als easui  ing  radio  hs 

tening,  .is  opposed  to  onl)  .1  radio 
ili.n \ .  w as  based  on   two  factors 
AllU  has  been  testing  and  compar 
pg  lidili  single  medium  and  multi 
mi  ill  i  ill. ii  H  s  foi  almosl  .1  mm!    In 
terms   ol    the   validit)    "i    tin    re 
fponses,  "in   ui  tin-  must  successful 
ul    the   diaries   tested   has   been   .i 
personal  diar)    which  asks  for  re- 
Eponses  relating  to  radio  listening, 
television  viewing,  .mil  newspaper 
.mil  magazine  reading. 

\  second  reason  foi  testing  the 
multi-media  diar)  is  related  in  tin 
principles  ol  sound  questionnaire 
design.  In  structuring  .i  question 
n.nif  for  measuring  .t  partjculai 
Ictiviry,  it  is  considered  good  prac- 
tu  r  tu  obscure  the  acth  ity  under 
observation  1>\  either  asking  open- 
led  questions,  or  asking  questions 
which  give  tin'  respondent  a  series 
ol  alternative  answers  from  w  Im  li 
be  tan  make  onl)  one  selection. 

Seven-day  radio  diary 

\  seven-da)  radio  diar)  has  been 
Designed    to   obtain    open-end    it 

spouses  for  a  respondent's  total 
radio  listening.  To  attain  tins  oh 
lective,  the  diar)  lias  been  con- 
Rructed  so  that  the  respondent  can 

indicate,  lor  eat  h  ol  his  entries 
whether  his  listening  took  place  at 
home  or  aw  a\  from  home.  Since  it  is 
estimated  that  ear  radios  account 
for  over  2595   ol  all  working-order 

radios    in    the    country,    the    "awa\ 

from  home"  section  oi  the  diar)  has 

heen  divided  to  obtain  responses 
lor  "car"  and   "other." 

The  seven  i\a\  multi-media  diar) 
has  been  designed  to  obtain  open- 
end  responses  for  radio  listening, 
television  viewing,  newspaper  read- 
big  and  magazine  reading 

\I\B  reports  that  return  rates  for 
multimedia  diaries  are  somewhat 
lower  than  those  lor  single  medium 
diaries;    therefore,    in    the    d  st    the 

multi-media  diar)  placement  will 
he  proportionate!)  higher  than  the 
placement  requirement  for  the 
radio  diary.  The  overall  placement 

requirement     for    both     the    multi- 
media diaries  and  the  single-medi- 
iini  diaries  w  ill  he  2S00  diaries 
\RB  w  ill  use  two  t\  pes  u|  u|  spe- 

eial  surveys  lor  validation  studies 
ol  the  radio  and  the  multi-media 
diar\  sun  e\  s  ^ 


Y  &  R's  Langhoft  urges  4A 

to  examine  role  of  computers 


Till     l  i  ■  i  i  \  l  l  \l     in  il  I  s    1 1|    small    US 
well   as   lal  •.'.      u  l\  ■  TtisUl 

in  use  ol  tin  i  omputei  to  ki 

abreasl       ol       t  ■  impetil w  as 

stressed  I  i  ida)  by  Di    Peter  Lai 
hull     ^  oung  i\    Rubicam   \  p    and 

lest  .m  h   dm  i  tOl     w  lull     .ii  l<  1 1  ■  s 

.1  si  ss|.  'Ii  i  p|  the  W  ■  sti  I  Ii  ill\  ls|i  ill 
Ol      tin        I\     at      the      \lalk      llupkms 

Hotel   in   San    I  i. on  i 

II.     .ils. .    ilw  elt    at     length    mi 

^  i\ll  s     expel  Hill  i         leslllts       and     III 

tun  possibilities  from  1 1 imputei 
list  I  In  agent  \  pii ineerei I  in  tins 
inno\  ation  w  Inn  it  |)ut  tin  In  •• 
compute]  into  operation  in  thi 
m\\ ertising  industi )  R<  mingti m 
Kami  I  ni\  a<  File-  t  omputei  I  )ata 
System— Model  « I     9  Ma)    I960 

In    pointing   out    small    agen<  h  s 
i  •  n i Id  maintain  and  impro\  e  i ' 
positions,  1  .anghof]  s.ml  thai    feai s 
that    computers    will    drive    small 
agencies  out  oi  business  are  as  ill- 

founded    as    the   notion    that    media 

buyers  will  become  victims 
ol     technological     unemployment 

Quite  the  contrar)   is  true  in  both 

eases      The    dilution    ul    the    media 

planner,    coupled    with    the    cum 

puter,  is  raised  to  a  skill  ul  higher 
order.  The  same  is  true  ol  .mem  j 
sen  ice." 

However,    he    warned    that      it 
hutli  or  either  i  In  'use  to  ign<  ire  the 


-•^ 


'    v 

IS*  ' 

Philip  Morris' pleasure  pack 

riiilip    Minris    tln>    t.ill    «ill    oftei     ■       I 

Pleasure  Pack,"  m  .i  participating  s|x>n 

sor    in  (even     one-boa     entertainment 

shows.  ,i  half-bow  nightl)  newi  pro 

plus    its  eighth    yeai   ol    Ml     Rridcasti 


im  'In  \      w  ill      III  I  .   Illl 

\  ii  tuns 

I    ii 
nam  id  problei 

ii  n  s     m    uiitl  iyhl     uW  in  l  -.In; 

mputei    and    i  ■  ■  ommcndi  d 
nli  ratii  i    mdi  ; 

lul 
f  1 1.    presi 

II.    predicted    that    the   tin 
not  tou  i. a  distant  w hen  \^\\  \» ill 

di  \  i  |up       a       s\  Stem       w  h'l .  | 

duiii,  sin    ami   mti  rnational 
w  ill  In   able    ti i  taki    i«l\ .ii 
t In   \ .      'i .  i  !•  ! 
t.  i 

.im  nting  on  the  possib 
tun    role  played  l>\    \\    Lan  ;lu .It 

said         It     l-  the 

\im  i  ii  an    \ss.  .I  iation   ol    \d\  i  ! 
ing     \.gi  m  n  s    to    i  \. ilium      its    i 

in  tins  drama  i  'I  nun  ami  i  ]i>  tronii 
ma<  bines.  Pei  hips  there  might 
established  a  stand        ' 
on   Computer    administration   and 
I .  i  hnolog)    Its  field  ol  i ipportui 
is   substantia]    \\  e   ma)    h 
sin  h  leadership  and  a<  ti\  it)   I 
pedite  the  l»  st   in   the  n«  w    t< 
nolog)    to  be  shared  b)    all  agen- 

People  principal  ingredient 

in  advertising,  Steers  says 
\  leading  New  York  < 
warned  that  the  advertising  world 
ma)    l><-  in  danger  ol   overhx  '• 

the    Ii.ish      \  |.(  d    advi  : 

addressing   a   joint    lunch* 
meeting  ol  the  I  )etroit  \d  ( Hub  and 

tin     \udit    Bureau 

id     ul     diiei  ti'h      \\  ilh  im      I 
is   president  ol   Dohert 
ford   Steers  &  s>  ;  •  nfii        said  that 
m  this  age  ol  the  i  omputet  and  I 
slat  in    to    ' 

111  ol  the  principal  ingredient  in 
adv<  rtising     people     and   tl 
the)  pla)  in  advi  i 

»le  I 

l.l  pe<  lal     . 

sill. 

who    nad    tlu     aiK    and    tin   - 

I  think 
that  tin 
know   the  people  v 

sell     Our    first     \l  ' 

i 


SPONSOR    2       SEPT1  MBFR     i 


pre  occupation  with  new    ways  <>l 
I  ting  i"  count 

hearth  ats?   We  we  pushing  into  a 
I). irk  drawer  such  considerations  as 
what  do  people  want?  What  do 
thej    expect?    What    makes    them 

think    and    react    the   w  ay    the)    do? 

Let's  remember  that  advertising 
is  selling  and  selling  is  persuading," 
he  added.  "In  order  to  be  persuasive 
with  .mother  human  being,  you 
have  to  get  that  other  human  to 
hke  you.  And  to  achieve  that  usu- 
ally requires  a  mutual  understand- 
ing thai  can  come  only  from  close, 
persona]  exposure.  But  advertis- 
ing must  do  its  persuading  long 
distance— and  on  a  mass  scale — so 
the  ultimate  personal  touch  is  never 
quite  possible.  We  must  remember 
that   our  abilitj    to  get   close  to  the 

consumer— to   win   his   regard — to 

persuade  him — depends  ultimately 
on  our  own  ability  to  judge  what 
makes  him  tick.  Our  ability,  if  you 
will,  to  anticipate  his  frame  of 
mind." 

"We  live  today,"  he  continued, 
"in  the  age  of  the  measurable  sta- 
tistic. \  measurable  statistic,  per  se, 

is  line.  \  statistic  is  a  very  useful, 
usable  tool — a  relatively  easy  tool  to 
use.  And  this  may  point  up  the  in- 
herent danger  lurking  in  a  statistic 
it  ma)  be  too  easy  a  tool.  In  ad- 
vertising, are  we  in  danger  of  fall- 
ing in  love  with  the  measurable 
statistic,  and  ol  using  it  in  lavor  of 
anything  else0  As  practitioners,  are 
we  in  danger  ol  coming  to  rely  too 
much  on  the  statistic — or  retreating 
to  it  when  in  doubt — or  searching 
through  a  pile  ol  facts  lor  a  statistic 
which  we  can  use  as  a  'crutch'  lor  a 
decision?  ( )i  e\  en  in  place  <>l  a  deci- 
sion j  |  think  we  may  be."  ^ 


FCC  confirms  '62  results: 

Tv  Advertising  at  peak 


Disclaimers  not  enough 

V  disclaimei  clause  "ill  not  do." 
So  itated  former  Harris  committee 
investigator  Robert  I  .  I ..  Richard- 
son at  Dallas  Radio  Advertising 
lime. hi  session.  To  be  safe,  broad- 
casters should  use  no  rations  at  all 
until  \  \H  or  government  lias  s\s- 
u  in  oi  auditing,  or  use  ratings 
onlj  alter  taking  precautions  as  to 
tlieir  validity.  Precautions  include, 
lie  s.iid.  having  ■  qualified  stall 
person  "reproduce  the  ratings  re- 
port in  ev« )  detail,"  plus  analysis 
ol  sample,  weighting  and  editing 
procedures.  He  added  he  was  im- 
■  I  bj  R  \u  v  approach  to  the 
problem  oi   radio  measurement. 


EVERl  hum.  was  up  in  1962  tv,  the 
FCC  reports  in  its  tv  financial 
data  For  calendar  1962,  released  last 
week.  Revenues  surged  to  a  new 
high  of  nearly  1.5  billion  dollars, 
and  profits  hit  S3 1 1  million,  in  spite 
of  expenses  for  the  industry  of  $1,- 
174.6  million.  The  year's  cheerful 
record  made  up  for  1961,  when  pro- 
fits lagged  $7  million  behind  1960. 

Total  revenues  for  tv,  including 
major  nets,  their  15  owned  stations 
and  539  other  tv  stations,  were 
$1,486.2  million,  up  $167.9  million, 
nearly  13  per  cent  over  1961.  Profits 
before  taxes  of  $311. 6  million  were 
nearly  one  third  higher  than  the 
1961  income  of  $237  million,  which 
had  dipped  from  196()'s  244  million, 
largely  due  to  network  revenue  fall- 
out. Over  a  ten-year  period,  reve- 
nues have  increased  about  4M  times 
and  profits  about  5'j  times,  FCC  es- 
timates. 

In  general,  73  per  cent  of  total 
tv  revenue  came  from  time  sales, 
and  27  per  cent  from  sale  of  talent 
and  program  material  to  adver- 
tisers. These  were  the  same  propor- 
tions as  in  1961,  and  marked  a  break 
in  the  increasing  percentages  made 
by  talent  and  sundry  sales  prevail- 
ing in  recent  years.  The  levelling  off 
did  not  hold  for  networks — they 
made  58.7  per  cent  of  their  revenue 
in  this  category,  continuing  upward 
trend  from  1959  share  of  49  per 
cent  and  1961  share  of  57.4  per 
cent. 

For  the  first  time,  sales  of  non- 
network  time  to  national  advertisers 
exceeded  network  time  sales  $539.5 
million  to  $521.5  million,  out  of 
total  ol  SI. 035  million  in  time  sales 
before  commission  deductions  to 
agencies  and  reps.)  Sales  of  non- 
network  time  to  national  sponsors 
accounted  for  about  half  the  $14.5 
million  increase  over  1961  time 
sales  total. 

FCC  breakdown  on  time  sales 
shows  total  industn  take  after 
deductions      ol      commissions      for 

agencies,  reps  el  al.  was  $1,083  I 

million  lor  all  sales,  net  and  non- 
uet.  up  from  1961  total  of  m(rl 
million.  Nets  took  in  8520.2  million 
on  time  sales,  paid  out  36.1  million 
to  o&O  stations.  $161.5  million  to 
affiliates,  and  77.9  million   in  com- 


missions— retaining  $241.7  million 
out  of  the  network  time  sale  total. 
Owned  stations  kept  $160.8  million 
and  other  stations  $680.9  million, 
after  deducting  commissions. 

Non-network  time  sales  were 
S7S2  million  in  toto,  with  national 
and  regional  advertisers  accounting 
tor  $539.5  million  and  local  adver- 
tisers $242.5  million.  The  15  net- 
owned  stations  made  $114.8  million 
in  national  and  regional  non-net 
sales,  and  $8.4  million  from  local 
sponsors,  for  a  total  of  $153.2  mil- 
lion. 

Industry  revenue  from  sales  of 
talent  and  programs  was  $322.5  mil- 
lion, plus  $80.3  million  in  other 
miscellaneous  sales,  totalling  S402.8 
million  from  incidental  broadcast 
activities.  Nets  made  a  substantal 
S343  million  from  talent,  program- 
ing et  al,  out  of  the  entire  industry 
total  of  $402.8  million.  Net's  o&o's 
made  only  $8.7  million  and  the 
other  539  stations  made  $51.1  mil- 
lion on  the  sale  of  these  sundries. 

About  the  networks:  networking 
per  se,  by  the  three  majors,  without 
owned  station  revenue,  brought  in 
before  tax-profit  of  S36.7  million. 
Revenue  was  $584.7  million,  and 
expenses  were  $548  million.  Net- 
working profit  figure  is  a  good  lift 
from  1961  profit  of  S24.7  million. 

Nets  and  15  owned  stations  had 
revenue  of  $754.2  million,  up  nearly 
12  per  cent  from  1961  total  of 
$675.3  million;  expenses  were 
$642. S  million,  up  9  per  cent  from 
1961's  expense  of  $588.3  million. 
Income"  before  taxes  for  nets  and 
their  stations:  Sill. 4  million,  up  a 
resounding  28  per  cent  from  $87 
million  in  1961.  Other  stations,  in- 
cluding VHF  and  UHF  (latter  had 
a  surprising  surge,  with  a  group  of  I 
83  ultra  highs  reporting  $34.4  mil- 
lion revenue,  averaging  $415,000 
per  station)  made  $732  million  rev- 
enue, up  nearly  14  per  cent  over 
1961;  their  expenses  were  $531.8 
million,  up  nearly  eight  per  cent, 
and  profit  before  taxes  of  $2002 
million,  up  a  substantial  33.5  per 
cent  over  1961.  Ultra-highs  will 
gloat  over  250  per  cent  increase  in 
before-tax  profit,  to  $900,000  in 
1961,  oxer  1961  loss  of  $600,000  to 
the  group.  ^ 

SPONSOR    23   sum  i  mbkr    I 


40  YEARS  OF 

PROGRESSIVE  BROADCASTING 

WTAR  "Jhsi  Udiol  o£  JidauatoL' 

ONE  OF  AMERICAS  GREAT  RADIO  STATIONS 
Air  Date  Sept.  21,  1923 
NORFOLK-NEWPORT   NEWS,   VA. 


ADVERTISERS 


MORE  THAN 


THE   EYE 


^  ^^ 


\\.  B.  COL \  l\.  in  t\   13  years,  the  last 
si\  with  TvB,  with  two-year  interruption 
to  head  advertising  and  salt's  promo- 
tion at  WBZ-TV,  Boston.  Long  interested 
in  sales  psychology,  lie  here  explores  ;i 
tlieor\  lie  sa>s  lie  lias  been  "carrying 

around  lor  some  time." 


W.  B.  COL\  l.\ 

\  'ice-President — Member  Services 

1 1  In  ision  Bureau  of  Advertising 

Failure  TO  acc;omplish  the  adver- 
tiser's desired  goals  is  more  often 
a  lack  of  understanding  of  the  tele- 
\  ision  medium  and  not  a  failure  of 
the  medium  to  Jo  the  job  the  adver- 
tiser needs  done. 

Years  ago  many  advertisers 
wouldn't  use  television  because,  as 
they  put  it  then,  "I  must  demon- 
strate my  product  in  order  to  sell 
it."  ( Often  it  is  best  to  demonstrate 
the  effect  that  using  the  product  has 
upon  the  user.)  And,  there  are  still 
those  who  say  today,  "television 
isn't  for  me,  I  can't  put  as  main 
items  in  a  commercial  as  I  can  put 
in  a  full  page  ad." 

In  their  era  these  statements  may 
have  been  true.  But,  they  were  true, 
not  because  they  revealed  a  basic- 
inability  of  television,  but  because 
at  that  time  they  revealed  the  basic 
inability  of  people  both  in  television 
and  outside  television,  to  capitalize 
upon  an  elementary  function  of  the 
human  mind. 

Television  often  fulfills  an  adver- 
tiser's objectives  in  a  way  that  is 
unique  to  television  and  therefore 
foreign  to  all  other  media.  Recog- 
nizing what  makes  television  unique 
and  learning  how  to  use  the  unique- 
ness of  television  is  often  all  that  is 
needed  for  the  advertiser  to  suc- 
ceed. 

The  facts  that  once  eluded  us  are 
more  clear  today.  However,  accom- 
plishing the  desired  results  with 
television  requires  an  awareness  of 
the  existence  of  a  facet  of  the  hu- 
man mind  which  responds  to  the 
abstract  stimulus,  a  quality  present 
in  the  television  medium.  Although 
a  few  years  ago  such  a  claim  might 
have  been  shrugged  off  as  just  so 
much  "advertising-ease"  it  is  quite 
possible  this  very  factor  is  respon- 
sible lor  much  more  of  the  success 
currently  being  enjoyed  by  tv  ad- 
vetisers  than  some  imagine. 

Look  again  at  the  reasons  early 
advertisers  gave  for  not  using  tele- 
vision. Each  makes  a  common-de- 
nomonator  assumption — that  prod- 
uct or  service  Selling  is  the  shortest 
and  most  direct  route  to  increased 
sales.  Although  on  the  surface  this 
appears  to  be  sound  reasoning  it 
ma)  be  that  sales  success  is  also  de- 
rived from  another  source  as  well. 


Source:    V.   S.    Tele-Servict 


V!t 


In 


30 


Television's  unique  ability  to  motivate 

the  viewer  l>>    the  depiction  ol      parallel 

experience"  scenes  is  well  illustrated 
In  the  current  llert/  Bent  a  Car  com- 
mercials   which    stimulate    the    mind 
by  putting  "you  in  the  driver's  seat 
todaj . 

SPONSOR   23  si  rii  MBKR    1963 


— 


intend  as  an  advertisei  some 
times  does,  thai  he  won't  use  tele 
\  isiuii  because  be  can't  put  Into  .1 
one  minute    <  ommeri  ial    as    man) 
ii<  ins  .is  he  can  put  into  a  lull  pa 
.id  is  tantamount  to  sa\  ing    tele 
\  ision  is  just  another  newspapei 
( )i    s.i\  ing,  "to  serv<  m\  adx  ei  rising 
needs,   tele\  ision   must   sell   like   a 
newspapei 

I  Respite  the  fad  both  have  foui 
w  heels    the  automobile  didn  1  dis 
pluce   the   bugg)    because   it    was 
similar  but  because  it   was  vastl) 
bettei 

li, ,  ause  the  contention  differs 
from  the  older  and  mine  familial 
ways  ol  selling  tl«-  premise  thai 
television  sells  In  motivating  people 
in  .1  w.i\  1l1.1t  is  unique  to  tel.-v  ision 
still  has  not  found  \a  idespread  a< 
ceptance  among  advertisers  even 
toda) .  l'.utk  11I.11K  advertisers  at  the 
local  level  who  feel  the)  know 
their  customers"  better  than  anyone 

else.    The    point    is.   do    tlie\      know 

people?"  Some  ol  the  difficult)  is 
bound  up  in  the  word,  selling.  1  !»• 
connotation  d  this  word  has  been 
widel)  expanded  in  recent  years 
Once  its  meaning  was  limited  to  the 

simple    transaction    wherein    inonev 

w.is  exchanged  for  goods  ol  equal 
value.   The   "value   received     con 
cept. 

Today,  the  statement.  I'll  bu) 
that,"  applies  often  as  not  to  the  a< 
ceptance  ol  an  idea.  And.  it  is  this 
kind  ol  "\  lewer  bu)  bag"  —  the  bu) 
ing  ol  an  idea  —  that  makes  tele 
vision  the  persuasion  instrument 
par  excellence. 

However,  because  idea  buying, 
on  the  part  ol  the  viewer,  tan  be  ai 
complished  concomitant  with  prod- 
uct selling  on  the  part  of  the  advei 
tiser.  man)  t\  advertisers  obtain 
their  desired  sales  goals  believing 
that  the)  did  so  b)  concentrating 
entirel)  on  product  selling.  But,  it 
is  quite  possible  that  their  results 
ma\  have  been  gained  in  anothei 
way,  and  although  the  advertisei 

appeared  to  he  eeneeiitrat  iim  upon 

product  selling,  he  ma)   have  pro- 
fited to  a  far  greater  degree,  be 
cause  ol  television's  abstract  stimu- 
lus, b)  giving  the  viewer  reasons  to 

"hu\    an  idea.''    \nd.  the  idea  whi<  h 

the  viewer  bought  '"  cause  it  u  as 
his  own,  became  a  more  potent  and 
persuasive    mess. me   force   than    the 

advertiser's  efforts  to  sell  his 

dints  and  aetualh  enabled  the  .u\- 
SPONSOR    I      -1  111  \iiu  k    1 


IIh-  nnnd  respond]  to  abstract  ftimalos, 
.is  witnes-.  the  Xero«  <I<m<<  ..i  empha- 
sizing (implicit)   "i  performance  bj 
casting  .1  chimpanzei   as.  •''<■  opera ten 
ol  .1  cop)  ing  ni.u  bine  in   1  burint  ■ 
office.   Ill.1-i1.1l.   perhaps,  but   effective, 
tin-  IVB   vice  president  believes 


sell    III 

\\  h)      I  ■         'i.  h     phenomi  n 

I  In 

ds.  the  1  hi< 

:,  is  unit . 
p  1     laid  diat  •  ful 

n  earth  toda)   >  \ 

th<    ll  B  mb  bt  I 
vvln.se  tun.  nd     1   lai 

measure   -l    tel<  •" 

leiins  ol  pot<  in  v   and  p 
plain*  <l  b)  the  absh  11  <  stimulus  in 
!,,  rent    in  tt  n  «  hi<  h   ma  I 

v  iewers  into  'id<  ' 

« .nis.,-  ,,1   its  unequalled  ability 
lust.  1  ul<  a  buyi\  like 

ll,,  1    ,,!  hum  m 

|st(  -in  I 

But 
II, .w   is  it  possible  •  .-vision 

advertisei  who  is  sm  <  essfull)   sell 

ing   produ<  tS     and    is    111.  his 

sales  .is  .1  result  oi  Ins  produi  1  sell- 
ing   ell-   ttS,    t  hi  mi     Bt     tin      -  line 

inn-  1I1  s  I"  n< 

also  selling  an  idea  that  he  ma) 
he  1  ..us.  urns  oi  selling  but  is  m 

theless    .1    111.  .1  •     persuasive    • 

e  than  the  actual  produ<  t  bu)  - 

ing  points  he  is  usii 

Tin       n  as.  in      is     h.  ,    in- 
tend to  t  reate  '  paralli  ;  n<  1 
s<  enes    in  theii  minds  when  \  isuall) 
,  onfronted  b)  s<  en<  s  whii  h  <1.  pi<  t 
s, ,  nes    the)    have   experii  ri 
that  the)   might  like  to  1  •; 

irdless  ut   w  hither  tl 

pit  ted  is  logii  al    realisti<    01  b 

upon  fantaS)       \n  advertiser  in  1 

noted  for  "putt  pie  into  the 

driv<  is-,  it"  hut  it  is  doubtful  I 
hi  1 ,  .ilit \     :  it  hv   levitation 

,s     d(  pi(  '•  d     in     his     (  "iniuen  1. ds 

\,  vertheless    the    parallel 

eme    prim  iple  applies 
\   1  is  the  abilit)  ol  th< 

i    parallel    •  \perieii- 
in  his  mind  hunted  to  the  US 
tual    Or    real    people     In 

pends  upon  th-  itself.  It  the 

in-  depi 

logM  al   tO  the   v  it   It   de; 

nes  which,  1  I  ->N  fant 

appeal  to  t; 
ti<  ipate  in  a  similai 

dun  th. 

•     that     he    "could    he      -l     P-'' 
it    in    Such 

sinned  partii  lp  D  his 

mind   .1  parallel  exp 

hnnp.n 
at. 

\         But.     thr. 


31 


RTISERS 


■  alitv   oi  simplicity   the  ;i  i  ne  de- 
picts logic   I  [owever,  the  logic  was 
ichieved    l>v    declaring   in   so 
manj  words  that  the  machine  was 
simple  to  operate.  B)  the  use  "I  a 
sc  cue  which  depicts  the  logical  sim- 
plicity  oi  the  machine's  operation, 
ommercial  inv  itcs  the  viewer 
reate    a     parallel    experience 

and     hux    the   idea     thai    it  is 

reasonable  to  conclude  the  machine 

is  sc  simple  to  Operate,  "a  person 
can  even  train  an  animal  to  do  it." 
The  scene  or  setting  in  which  the 
commercial  action  takes  place  acts 
.is  .1  catalysi  to  the  abstract  stimu- 
lus which  in  turn  triggers  the  paral- 
lel experience  principle  and  invites 
the  viewer  to  Formulate  an  idea 
which  lie  then  "buys"  as  his  own 

idea  and  uses  as  the  basis  lor  draw- 
ing a  person. il  conclusion.  Thus,  it 
is   possible  for  a  tv  advertiser  to 

"sell"  more  than  just  the  product  he 

Features  in  his  television  commer- 
cial. 

Take  a  supermarket  commercial 
that  uses  a  picnic-  setting.  Feature  as 
the  produd  lor  sale,  a  well  known 
brand  <>l  potato  chips.  Now.  let's 
explore  how  the  abstract  stimulus  of 
television  and  the  parallel  experi- 
ence principle  Function. 

Invite*  participation 

\s  the  picnic  scene  unfolds  on  the 
screen,  the  viewer  tends  to  "join  in" 
on  the  basis  ol.  in  this  case,  the  pre- 
sent.it  ion  nl  a  scene  with  which  he 
is  Familiar.  I  This  is  the  abstract 
stimulus  at  work.)  His  mental  par- 
ticipation leads  him  to  create  a 
parallel  experience  with  him  as  the 
central  character.  From  his  paral- 
lel experience  he  Formulates  an 
idea.  Namely,  thai  a  picnic  menu  of 
nothing  hut  potato  chips  is  not  com- 
plete. 

I  h  now  proceeds  to  draw  a  per- 
sonal conclusion — the  menu  should 
I"  filled  out."  \lld.  this  he  pro- 
ceeds tu  do.  subconsciously,  to  suit 

his  iiw  n   personal   tastes. 

Now,  what  is  tin  value  to  the 
supermarket  advertiser?   The  value 

can     In-     i  onsiderable,     and     here's 

wh)     lb    prominent!)    Featuring  a 

well  known  brand  oi  potato  chips 

in  a  p (    setting  .nn\    because  the 

supermarket  advertise!  also  sells 
otln  i      pH  mi    oriented"    products, 

il  th  it  made  use  ..I  the 
pi<  ni<  v  ill  imp. ut  extra  mes- 

'  allies  In  th,-  \  i.  w  e|     \\  Inn  the 


\  iew  cr  next  thinks  about  having  a 
picnic,  he  will  recall  the  picnic 
scene,  not  as  he  saw  it  but  as  he. 
created  it  in  his  parallel  experience. 
He  will  xisit  the  store  that  "staged 
the  picnic  scene"  upon  which  he 
based  his  own  parallel  experience, 
and,  buying  his  earlier  idea  about 
the  incomplete  picnic  menu,  will 
proceed  to  "fill  out  the  menu"  to  suit 
his  personal  taste  as  he  did  origi- 
nally using  other  picnic  oriented 
products  sold  by  the  supermarket 
advertiser. 

The  same  theory  applies  in  the 
case  of  a  store  that  has  "many  items 
and  departments  to  sell"  and  does 
not  feel  it  can  use  television  be- 
cause, "I  can't  put  as  many  items  in 
a  television  commercial  as  I  can  put 
in  a  full  page  ad."  We  might  add, 
"you  not  only  can't  and  shouldn't 
but  you  don't  need  to  when  you  use 
television." 

The  reason  this  is  true  is  best  ex- 
plained by  the  fact  that  an  adver- 
tiser who  uses  television  consis- 
tently oxer  a  period  of  time,  fea- 
tures a  variety  of  products,  custom- 
er serxices  and  benefits,  different 
departments  and  other  prospect- 
oriented  boxing  points — but  at  the 
same  time  is  never  able  to  feature 
all  he  has  to  offer — will  usually  find 
that  his  adxertising-to-sales-ratio  is 
favorable  and  he  is  rewarded  by  in- 
creased sales. 

Hut,  as  pointed  out  earlier,  his 
success  is  only  partly  due  to  the  fact 
that  he  is  using  a  "products  and 
serxices" — or,  practical,  to  him  — 
selling  approach. 

Because  the  abstract  stimulus  not 
only  invites  the  viewer  to  collabo- 
rate hut  also  to  elaborate,  the  con- 
cept of  the  total  .store  can  he  con- 
i  eyed  without  necessarily  devoting 
a  commercial  to  each  department 
or  trying  to  cram  into  one  commer- 
cial the  same  number  of  items  that 
can  be  placed  in  a  full-page  ad. 

Much  ol  the  advertiser's  success 
can  be  traced  to  the  abstract  stimu- 
lus not  onl\  because  the  products 
Featured  in  his  commercials  depict 
a  multiplicity  ol  product  scenes  and 
111  store    scenes,    but    because    thex 

triggei  an  even  greater  parallel- 
experience  ellect  due  to  the  im- 
plied   relationship    ol    the    Featured 

products.  For  example1.  Featuring  a 
batter)  operated  pepper  mill  and 
tin  latest  washer-dryer  combina- 
tion in   the  same  commercial  tends 


to  invite  the  xiexver,  from  his  own 
parallel  experience  scene,  to  formu- 
late the  idea — "this  store  offers  so 
much  variety  it  must  carry  man\ 
more  items  than  it  features" — and, 
buying  his  ownjdea,  draxxs  the  per- 
sonal conclusion  that,  "this  store 
would  probably  be  a  good  place  to 
go  shopping  for  practically  every- 
thing." 

Take  the  case  of  a  store  that  con- 
sists of  fifty  departments  and  dur- 
ing a  six-month  period  rims  10  com- 
mercials per  week.  But,  although 
when  combined,  the  items  and  serx- 
ices that  were  featured  represented 
l()()rt  of  all  the  customer  services 
offered  by  the  store,  only  half  the 
fifty  departments  xvere  included. 
What  viewer  conclusions  about  the 
"total  store"  would  be  inxited? 
Many  prospects  might  conclude 
that  the  store  xx'as  only  half  the  store 
that  store  management  knew  it  to 
be. 

By  failing  to  present  a  wide  va- 
riety of  related  product  scenes  that 
would  encourage  the  xiexxer  to  "fill 
in  the  menu"  via  the  parallel  ex- 
perience principle,  thereby  formu- 
lating the  idea  that  the  store  no 
doubt  offered  much  more  than  it 
featured  and,  buying  the  idea,  draw 
the  personal  conclusion  that  "the 
store  would  be  an  ideal  place  to 
shop  for  everything,"  the  advertiser 
failed  to  profit  from  the  abstract 
stimulus. 

}  ieuer  elaboration  encouraged 

The  secret  of  reaping  maximum 
sales  benefits  from  television's  ab- 
stract stimulus  and  capitalizing  up- 
on the  parallel  experience  principle 
lies  not  only  in  presenting  a  multi- 
plicity of  varied  commercial  scenes 
but  in  depicting  scenes  that  encour- 
age the  viewer  to  expand  or  elabo- 
rate upon  the  scenes  presented,  by 
creating  his  own  parallel  experience 
scenes,  thereby  formulating  in  his 
mind  the  idea,  which  idea  he  then 
"buys"  because  it  is  his  own  idea 
that  each  commercial  actually  de- 
livers to  him  a  fuller  message  than 
it  appears  to  contain. 

B)  letting  the  viewer  not  only 
participate  in  the  commercial  scene 
but  also  expand  upon  the-  content 
ol  the  commercial  itself,  he  is  then 
in  .i  position  to  gracefully  accept  the 
sales  story  from  the  salesman  to 
which  he  is  most  vulnerable  .  .  • 
himself.  W 


SPONSOR    23    si  imi  xuti  r 


1963 


/  / 


I 


HICH 

BRAND 

DO  IOWANS 

PREFER? 


Despite  all  the  data  that  floods  out  of  research  these  days,  some 
people  still  have  strange  ideas  about  the  Iowa  market. 

Some  people  think  that  Iowa  is  strictly  a  farm  state.  The  fact 
is  that  Iowa's  income  is  greater  from  industry  than  from  agri- 
culture. Some  people  also  think  that  Iowa  farmers  have  less 
money  to  spend  than  city  people.  The  fact  is  that  our  farmers' 
average  income  is  actually  $  14,700  per  year! 

Thus  Iowa  is,  or  could  lie.  an  almosl  ideal  market  for  any 
product  you  make.  So  if  your  sales  in  Iowa  are  better  than  your 
competition's,  it's  because  you  are  doing  a  better  job  of  mer- 
chandising. If  they  aren't  .  .  .  well,  you  figure  it  out. 

In  some  time  periods.  YYHO-TY  offers  you  the  best  TV  values 
in  Central  Iowa.  In  others,  not.  The  important  thing,  however, 
isn't  which  stations  you  use  in  Central  Iowa.  The  important 
thing  is  to  get  your  share  of  the  tremendous  sales.  Ask  PGW. 


IIJHOTV 
I1JHOTV 
IIJHOTV 
IIJHOTV 

IIJHOTV 

IIJHOTV 
IIJHOTV 
UJHOTV 
IIJHOTV 
ULPHOTV 
IIJHOTV 
UJHOTV 
ULPHOTV 
ULPHOTV 
ULPHOTV 
UJHOTV 
UJHOTV 
UJHOTV 
UJHOTV 
UJHOTV 
UJHOTV 
UJHOTV 
UJHOTV 
UJHOTV 
UJHOTV 
UJHOTV 
UJHOTV 
UJHOTV 
UJHOTV 
UJHOTV 
UJHOTV 
UJHOTV 
IIJHOTV 
UJHOTV 
UJHOTV 
UJHOTV 
UJHOTV 
UJHOTV 
UJHOTV 
UJHOTV 
IIJHOTV 
UJHOTV 
UJHOTV 
UJHOTV 
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UJHOTV 


CHANNEL    13    •    DES    MOINES  UJHO'l  V 


PETERS,  (.Kit  l  IV  WOOD*  \K. 

\  .  |    ■  • 


SPONSOR 


M  I'  I  I   Mill  K 


The  Royal  Embassy  of  Saudi  Arabia 

His  Excellency  Sheikh  Abdullah  Al-Khayyal, 
Ambassador  of  Saudi  Arabia,  with  his 
youngest  daughter,  Jasmine,  at  the 
entrance  to  the  Embassy  . . .  another  in  the 
WTOP-TV  series  on  the  Washington  diplomatic  scene. 


Represented  by  TvAR 


POST- NEWSWEEK 

STATIONS      A   DIVISION   OF 
THE   WASHINGTON    POST   COMPANY 


Photograph  by  Fred  Maroon 


•■**  . 

■ 


^  .*> 


:      :'-     fc     '-       '  J 


- 


\ 


-> 


«-M* 


«'^. 


<T 


I* 


4> 


THE  NATIONS  33rd  TV  MARKET 


/ 


CREAM 

\        of  I  / 

NBC  and  CBS' 

Shows  are  on  // 

4  WAPI-TV 

BIRMINGHAM 


When  you  place  a  schedule  in  the  Birm-' 
ingham  market  you  can  be  sure  that  there 
are  no  "weak"  nights  on  WAPI-TV.  Check 
this  impressive  list  of  greats.  And  too, 
WAPI-TV  has  the  best  movies  from  every 
major  feature  film  package. 


ft  Bonanza 
ft  Richard  Boone 
ft  Beverly  Hillbillies 
ft  The  Lucy  Show 
ft  Andy  Griffith 
ft  Perry  Mason 
ft  Dick  VanDyke 

Show 
ft  Red  Skelton 
ft  Garry  Moore 


ft  The  Virginian 

ft  Mr.  Novak 

ft  Danny  Kaye 

ft  Rawhide 

ft  Dr.  Kildare 

ft  Bob  Hope 

ft  Joey  Bishop 

ft  The  Defenders 

ft  Gunsmoke 

ft  NFL  Pro  Football 


ft  NCAA  Football 

ft  The  Merv  Griffin 
Show 

ft  As  the  World  Turns 

ft  Huntley-Brinkley 
Report 

ft  The  Lieutenant 

ft  Espionage 

ft  Eleventh  Hour 


WAPI-TV  © 

BIRMINGHAM,  ALABAMA 

REPRESENTED  BY  HARRINGTON,  RIGHTER  AND   PARSONS,  INC. 


sponsor  23  si  ri  i  MiuK  1961 


- 


ADVERTISERS 


Sponsors  up  net  tv  ante 

Bristol-Myers  and  Procter  &  Gamble  lead  the  way 
as  gross  time  billings  increase  6%  in  first  half 

Pm  i  d  In  Bristol  Myers  and  Pro  lit  showed  da  lines  togs  In  the  ti i ^ t  hall  i 

ter  &  Gamble,  which  joint!)  in  Bristol-My  billings  in  the  mill I  million 

creased    thcii    spending    bj    some       firs!  hall  wer<    $15  I  million    com  (  ''  I 

|8.4  million,  network  t\  gross  time        pared  with  $10.1  mill ay<  network    spending    « 

billings  moved  ahead  6.095   in  the        ["he  rapid  increase  b)  the  companj  down 

first    hall    ol    1  *•  >f >: >   ovei    the    like       in   not   new,   having  expanded   its  medium     Ml   show< 

period  a  year  ago.   Vmong  the  top       use  ol   t\    advertising   In  the  past  ol  sp.it  i\    Those  ^: 

85  advertisers  foi   the  medium  n  year.    Spot    t\    billings    also    show  among  the  lead< 

leased  by  TvB,  seventeen  increased        heav)    increases   again   tins   yeai  Palmoliv<    Levei   Bi   I 

their    spending    From    1()(>_!.    while  Proctei   &  Gamble  network  bill-  Food       I  v'  md 


_'l 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii  iiiiiiiiiii:iii!iii!!iiiiiiiiiiii!iitii!iiiiniiiiiniiiiiiiiiiiiiiiiiiiiitiiHniiiiiiiii!i[iiiiiiiiiiiii!iiitiiiiiiiiiiiiiiiiiiiiiintiiiiir^ 

sot  RCE:  TvB/LN  \  H  Ml 

ESTIMATED    EXPENDITURES    NETWORK    TV    ADVERTISERS 

PRODUCT  CLASSIFICATION                                                                Jan-June  1963             Jan  June  1962 

Change 
702 

155 
99 

Agriculture  &  Farming 

$         24.400 

$         81.845 

Apparel,  Footwear  &  Accessories 

4,730,500 

4.665.927 

Automotive.  Automotive  Accessories  &  Equipment 

28,772,100 

24,905.093 

Beer,  Wine 

3.655,600 

4.058.424 

Building  Materials,  Equipment  &  Fixtures 

4,958.100 

3,025.070 

639 

Confectionery  &  Soft  Drinks 

10.553.100 

13.999,742 

246 
43  0 
20  5" 

Consumer  Services 

2,078,600 

3,645,275 

Drugs  &  Remedies 

58.784.500 

48,787.065 

Entertainment  &  Amusement 

596.100 

486.072 

Food  &  Food  Products 

66.859.900 

67.841.854 

Freight,  Industrial  &  Agricultural  Development 

68,700 

76.600 

103 

Gasoline,  Lubricants  &  Other  Fuel 

5.206.600 

9.243.941 

79  7 

• 

Horticulture 

546,900 

304.325 

Household  Equipment  &  Supplies 

16,184,300 

^38.648 

Household  Furnishings 

1.511.800 

1.732,665 

industrial  Materials 

9.327.700 

9.915.930 

59 
204 

1 

Insurance 

8.856,700 

7.356.407 

Jewelry;  Optical  Goods  &  Cameras 

4.625.000 

6,098.433 

Office  Equipment,  Stationery  &  Writing  Supplies 

2.098.500 

1.428.147 

Political 

3.898 

Publishing  &  Media 

459.900 

627.609 

26  7 

Radio,  TV  Sets,  Phonographs— Musical  Instruments.  Accessories 

1.765.000 

2.392.073 

Retail  or  Direct  by  Mail 

22.800 

Smoking  Materials 

46.274,700 

43.583.137 

Soaps,  Cleansers  &  Polishes 

43.298.700 
3.054.200 

40.494.769 
3.015.804 

Sporting  Goods  &  Toys 

Toiletries  &  Toilet  Goods 
Travel,  Hotels  &  Resorts 

79.241.300 
1.250.300 

70.007,337 

603.889 

107.0 

Miscellaneous 

6.359.900 

4.452.636 

TOTAL 

auiiiiiiiiiiiiiiiiiiiiuMiiiiiiuuuiiJiiiiiuiiiiiiiiiiiiii.ii 

S41 1.165.900 

S387.772  615 

60 

SPONSOR    _'  1    sin  i  miuk    I" 


ADVERTISERS 

Williamson,  Kellogg,  J.  B.  VS  illiams, 

ltm|  National  Biscuit.  I  For  spot  tv 

sponsor    16  Septem- 

\\  Inn   it   came   to  spending  by 

brand    data,    two   product    groups 

dominated  the  upper  ranks.  These 

drugs    and    remedies,    and 

smoking   materials. 

Billings    lor   drugs   and    remedies 

in  the  lust  liall  ol  the  year  totalled 
558,784,500,  up  20.59?  from  List 
year.  Smoking  materials  advertising 
was  up  6.99?  i«'  $46,274,700. 

Imong  die  tup  2."j  brands  on  net- 
work t\ .  nine  were  cigarettes.  Lead- 
ing brand  was  Salem  at  $4,381,600, 
followed  1>\  Winston  close  behind 
at  $4,252,700.  Others  ranked  near 
the  top  were:  L  6;  M  Filter  Tip. 
$3,564,400;  Camel.  $3,464,300;  Pall 
Mall  $2,934,700;  Kent.  $2,814,200; 
Marlboro,  S2.14S.900;  Viceroy,  $2,- 
130.1(H).  and  Chesterfield.  $1,953,- 
300. 

Placing  in  the  top  25  among 
drugs    and     remedies    were    these 


eight:  Anacin,  the  leader,  at  S6,- 
014.000;  Bufferin,  in  second  place 
on  the  total  list  at  S4,730,400;  Bayer 
\spirin.  $3,996,500;  Alka  Seltzer, 
$2,836,500;  Dristan,  S2,649,300;  Ex- 
cedrin,  $2,458,700;  One-A-Day,  $2.- 
083,000;  and  Ceritol.  SI. 946,300. 

Beyond  these  two  groups,  the 
other  brands  rounding  out  the  top 
25  brand  list  were:  Crest,  $4,029.- 
200;  Chevrolet,  $3,625,000;  Colgate 
Dental  Cream,  $2,443,000;  Camp- 
bell's Soups,  $2,437,000;  Prudential 
Insurance.  $2,034,800;  Pillsbury 
Chilled  Products,  $2,020,100;  Na- 
bisco Cookies,  $1,954,300;  and  Ford 
cars.  $1,911,900. 

Total  network  billings  in  the  first 
half  of  1963  were  $411,165,900, 
against  $387,772,615  last  year. 
While  the  1963  figure  exceeds  the 
gross  time  figure  for  spot  tv,  it 
doesn't  mean  more  is  being  spent 
in  the  latter  medium,  since  gross 
time  estimates  for  network  do  not 
include  programing,  a  lesser  ex- 
penditure in  spot  tv.  ^ 


SOURCE:  TvB/LN  \  BAR 

LEADING    NETWORK    TV    ADVERTISERS 


Jan.-June  1963 

Jan.-June  1962 

1.  Procter  &  Gamble 

$28,066,400 

$24,855,975 

2.  American  Home  Products  Corp. 

18,412,900 

15,667,124 

3.  Bristol-Myers  Co. 

15,270,700 

10,054,309 

4.  General  Motors  Corp. 

13,783.200 

11,605,241 

5  R.  J.  Reynolds  Tobacco  Co. 

12,669,700 

12,190,640 

6.  Colgate-Palmolive  Co. 

12,405,800 

12,681,654 

7.  Lever  Brothers  Co. 

12,375,400 

12,924,868 

8.  General  Foods  Corp. 

9,505,600 

9,825,622 

9.  Gillette  Co. 

8.075.800 

6,633.290 

10.  Alberto-Culver  Co. 

7,776,600 

6,145.162 

11.  Sterling  Drugs,  Inc. 

7,029,900 

5,406,118 

12.  General  Mills,  Inc. 

6,925.900 

5.777.739 

13.  P.  Lorillard  Co. 

6,568.800 

6,338,969 

14.  Ford  Motor  Co. 

6,424,000 

8,208,377 

15.  Brown  and  Williamson  Tobacco  Corp 

6,331,400 

6,876,932 

16.  American  Tobacco  Co. 

5.963,300 

5,756,197 

17.  Philip  Morris,  Inc. 

5,958,900 

5.021.715 

18.  Block  Drug  Co.,  Inc. 

5,833,300 

4,171,955 

19.  Liggett  &  Myers  Tobacco  Co. 

5,635,400 

5.032,494 

20.  S.  C.  Johnson  and  Son,  Inc. 

5,543,600 

4,740,364 

21.  Miles  Laboratories,  Inc. 

5,517,300 

5.045,988 

22.  Kellogg  Co. 

5,198,900 

5.744,217 

23   J.  B.  Williams  Co.,  Inc. 

4.992,800 

5.431.139 

24.  Campbell  Soup  Co. 

4,965,300 

4,093,691 

25.  National  Biscuit  Co. 

4,567,500 

5.126,639 

IIIII1IIIIIIIIIIIIH 


Osborn  cartoons  to  sell  commercial  banks 

Bank  foundation  schedules 
sports  show  in  first  tv  use 

The  Foundation  for  Commercial 
Hanks  has  earmarked  some  S2()().()00 
of  a  Sl.l-million  advertising  budget 
lor  participations  in  ABC  TV's  Wide 
World  of  Sports,  the  first  and  only 
video  schedule  in  its  plans.  To  air 
from  5  October  through  21  Decem- 
ber, the  campaign  will  spotlight  the 
"full  service"  benefits  of  commer- 
cial banks:  checking,  savings,  all 
types  of  loans. 

The  remaining  $1.2  million  in  the 
budget  provides  for  national  mag- 
azine advertising  through  June 
1964,  using  six  two-color  two-page 
spreads  in  Reader's  Digest,  pins  a 
total  of  61  b-c\-w  Full-page  ads  over 
a  28-week  period  in  The  Saturday 
Evening  Post.  Time.  Newswetm 
and  Sports  Illustrated. 

The  campaign  has  been  created, 
by  the  New  York  office  of  Cuild. 
Bascom  ex  Bonfigli.  features  dom-i 
inant  illustrations  by  caricaturist 
Robert  Osborn  over  such  headlines 
as  "Ever)  ambitions  young  man, 
should  own  his  own  banker.'  "Dig, 
out  the  fortune  that  lies  hidden  in| 
your  bank  book,"  and  "Just  when 
you  get  both  ends  to  meet,  does 
somebody  move  the  ends?" 

Discussing  the  stepped-up  drive, 
Morris  R.  Brownell,  Jr.,  advertising 
vice  chairman  of  the  foundation's] 
board  of  trustees  and  v.p.  ol  the 
Philadelphia  National  Bank,  noted 
lh.it  a  recent  Politz  study  conducted 
lor  the  foundation  "revealed,  among 
other  startling  facts,  that  21  ol 
the  respondents  had  no  idea  ol  tin 
functions  of  commercial  banks  u- 
so.  almost  509? — including  custom- 
ers with  checking  accounts  in  CO01 


tie' 


SPONSOR    23    SEPT!  MBER    l(|li:; 


Ilieli  l.il     hanks       did      ni)l      USSO<  I. ill 

s.i\  mi's  .n  i  ounts,  auti  i  loans,  m<  ■>  i 
!•  '.ins  01   person u I  loans  w  it  1 1 
Commercial  banks 

I [e  s.iul  ili.it  based  on  such  find 
lugs  .mil  on  st.iu  1 1  reports  on  which 
pre  si  ored  high  in  the  'read  mosl 
i  \ .  w c  intend  to  step  up  oui 
pi . '".i .mi  to  gh c  the  publi<  a  bcttei 
understanding   "I    oui    lull   sen  it  <■ 

I). Illks. 

]i  ,ul\ 1 1  tisement,  said  Hi om 
pell,  "has  been  carefull)  created  1>\ 
Guild,   Bascom  &   Bonfigli  in  such 

a    wax    tli.it    its   elements    .tic   easilx 

Adaptable  to  local  advertising  bx 
imli\  ulii.il  banks  Promotional  ma- 
ul, including  .id  mats,  \\  ill  also 
I'  tied  in  v\ itli  the  national  theme 
ami  !)<•  made  available  t"  banks 
nrough  our  new  arrangement  wild 
i'nst  Financial  Advertising  Croup 
in  Boston.  Each  bank  is  urged  to 
use  this  riill.itci.il  material  to  in- 
crease tlif  impact  oi  the  national 
advertising  in  the  local  communi 
• 

The  advertising  program  "I  FCB 
is  supported  In  over  5,200  banks 
representing  more  than  TO'  /  ol  tin 
int.il  deposits  in  the  United  States 

Maryland  laundry  praises 
television  sales  results 

"I  don't  think  well  c\ii  get  nil' 
■his  is  tin-  reaction  ol  a  Mar)  land 
ana  laundry  and  di\  cleaning  firm 
to  \\  BAL-TV's  One  O'clock  Shou 
In  commenting  on  results  the 
Bternoon  audience  participation 
sliow  produced  for  them,  the  sales 
■anager  told  the  Baltimore  outlet: 
When  you  first  approached  our 

film    nlative    to    the    use      I    a    .uie- 

ininute  announcement  in  your  One 
O'clock  Slum.  I  was  \ei\  much 
against  the  use  ul  t\  to  promote  our 
lanndn     and    dn     cleaning    route 

fcrvice.  We.  and  h\    we  I   me. m  me 

and  oui  president,  finally  agreed  to 

tr\  it  tor  one  xx  eek  The  rest  you 
know.  15, 'suits  have  been  amazing. 

The  reason  tor  this  letter  Is  t" 
make  you  aware  oi  something  that 
just  happened  in  i  muni  tion  w  ith 
our  special  on  top  coats  Not  only 
has  inn  top  coat  business  gone  wa\ 
•DOVe  last  year  tor  the  same  period. 
but  my  route  salesmen  keep  telling 
me  about  people  stopping  their 
trmks  on  the  street,  and  telling 
them  about  our  t\  announcements, 
and  civinc  them  laundrx 


I 


X 


/  - 


/ 


( 


Still  photography  is  used  lor  Italian  Balm 


with  "dramatic  lighting"  to  capture  mooj 


create  "unique  softness  on  model's  hands'' 


indicating  qualities  which  come  from  product 


'Soft'  tv  spot  for  hand   lotion 


\  diffusion  technique  xx  hich  equals 
the  high  quality  and  fashion  .una 
ol  print  ad\i  rtising,"  has  Ik  en  used 
to  Create  an  unusual  t\  spot 
(  ampana's  Italian  Balm  hand  lo- 
in hi.  according  in  h irdan  Bei nstein 
tv  and  radio  production  supei x is.'i 
lor  the  firm's  agent  j    I''  ist    K 

(  .altlliel        (    1 1  li  .1 

TIk  i  ommi  K  i.il  w  ill  be  shi  .\' 
the  \b(    network  show    1  i-  i  1 1 
aids     Sews    With    tin-    Woman's 

a  h    starting  next  montl 
stein   s.i\s   the  commercial    which 
makes  use  i  l  s<  veral  de^  i 
tincth  e  lit  (eh  \  ision     and  "ties  in 
naturall)    with   the  subject   mattei 
and  i "iiti  m  el  the  pi.  ^^ ill 

run  indefiniti 

lie   ill.  s   ,,s    difl 

itment     "th<  z     dram 


lighting  "I  still 

hue  lh.  •    r  the  pi 

il(  t        (I.  •!    a 

blunt    and   sharply    defined    bl 
aiidw  Int.'  medium. 

lh.  Film  Makei     i  tudio 

lined  bx  tin 
duction,  utilized  th<  -till 

photogi  apher  I  .enn  ie  \\ 
w  hose  diffusion  techniq 

unique 
s.>|t  the  model's  hands,  indi- 

a   d.nU    us.  n    bahn 

tion  its. 
I  in.         S 

i 

stu.i  i      'iipana    <  Bal 

111.   .  uiak.  i  ol  Italian  Balm  I 

I    ■     ' 


SPONSOR    23    SEPT1  MBER    l%3 


COMMERCIAL  MESSAGE  is  taped  by  spokesman  Bart  Darby  in  separate  setting  for 
Hibernia  National  Bank's  minute  program  tri-weekly  on  WDSU-TV,  New  Orleans. 

ADVERTISERS 

Minute-long  show  works  for  bank 


Nowadays  when  an  advertiser  re- 
Ins  to  1 1 is.  commercial  as  a  "60- 
second  show  "  the  chances  arc 
improving  that  lies  not  joking.  He 
means  it.  Such  is  the  literal  ease 
with  Hibernia  National  Bank's  tri- 
weekl)  Business  Report  in  Brief  on 
WDSU-TV,  Nev,  Orleans. 

Business  Report  in  Brief  packs  up 
in  hall  ol  its  commercial  minute 
with  news,  and  Hibernia  National 
Bank  likes  the  short  show  so  well 
it  has  renewed  lor  a  second  26-week 
run. 


Bauerlein,  Inc.,  New  Orleans. 
agenc)  lor  the  sponsor,  created 
Business  Report  in  Brief  with  the 
help  of  WDSU-TV,  contracting  for 
time  on  an  announcement-type 
schedule.  The  format,  a  simple  one 
perforce,  opens  with  sound  film 
showing  the  Hibernia  National 
building  and  show  title,  then 
switches  to  a  taped  studio  sequence 
of  business  stories  by  a  newscaster, 
finally  dissolving  to  a  20-second 
commercial  message  by  a  performer 
who  acts  as  the  bank's  spokesman. 


SPONSORING  BANK  keeps  its  own  picture  on  rear  screen  behind  newscaster  Alex  Gif- 
ford  when  s.  i.e.,  is  nol  in  use  foi  business  picture*  during  editorial  portion  of  program.. 


Following  the  Esso  news  program 
every  Monday,  Wednesday  and  Fri- 
day at  10:10  p.m..  the  Business  Re- 
port  in  Brief  enjoys  a  position  of 
good  program  and  audience  conti- 
nuity. In  a  half  year  on  the  air,  the 
capsule  newscast  established  that 
it  could  do  two  important  things  to 
the  satisfaction  of  agency  and  cli- 
ent: "First,  it  delivers  a  strong  com- 
mercial message  within  the  context 
of  a  news  show,  and  secondly,  it 
performs  a  significant  service  by 
presenting  the  most  important  busi- 
ness stories  to  the  community,"  as 
evaluated  by  Hughes  D.  Drumm  of 
the  Bauerlein  radio/television  de- 
partment. 

Sponsor  must  be  identified, 
FCC  rules  on  Mattel  case 

FCC  last  week  put  its  foot  down 
on  proposed  exception  to  the  spon- 
sorship identification  requirements 
by  a  kiddie  cartoon  series.  In  re- 
sponse to  a  request  from  California 
toy  manufacturer,  Mattel,  for  a 
waiver  of  the  rule  in  the  "Funny 
Company"  program,  FCC  said  Mat- 
tel sponsorship  would  have  to  be 
announced  by  stations  carrying  the 
series. 

Commission  says  present  instance 
is  similar  to  the  "Living  Should  be 
Fun'  program  offered  in  1961.  not 
overtly  sponsored,  but  in  effect 
underwritten  by  Foods  Plus,  in  ex- 
change for  spot  announcements  by 
stations.  FCC  ruled  the  sponsorship 
had  to  be  acknowledged. 

Mattel  bought  exclusive  distribu- 
tion rights  in  lT.  S.  and  Canada  for 
the  "Funny  Company"  program, 
helped  finance  pilot  film.  Through 
its  advertising  agency,  the  company 
has  offered  to  take  adjacent  spots 
at  a  cost  that  will  reimburse  the  sta- 
tions for  cost  of  rights  to  use  the 
program.  FCC  holds  this  is  sam< 
sponsorship.  Also.  Mattel  has  ex- 
clusive rights  to  merchandise  t> 
games,  et  al.  based  on  the  program 
characters. 

The  toy  company  wanted  to  let 
stations  offer  the  program  to  other 
sponsors,  but  if  Mattel  has  to  he 
named,  fewer  stations  would  use 
the  program  it  claimed.  FCC  was 
not  beguiled  by  reproachful  ar- 
gument that  the  commission  would, 
in  effect,  be  discouraging  soreh 
needed  "good  children's  programs. 
The  law    is  the  law:   identifv,  savs 

i(  ( :. 


in 


SPONSOR   23   sir  1 1  mber   1" 


If  it's 

tomatoes 

you  Vr  si  lling  . 


which  tomato  are  you  s» 

AIR  YOUR  PRODUCT  IN  COLOR  the  way  your  customers  see  it-remember  it-buy  it.  Give  your  TV 
message  the  PLUS  OF  COLOR  and  you  increase  product  identity  and  brand  recognition-make  your 
product  oneof  a  kind. 

Note:  Your  black-and-white  commercials  will  be  even  better  when  filmed  in  color.  Prints  will 
alive  .  .  .  shades  and  subtleties  will  stand  out  as  never  before. 

For  more  information  on  this  subject,  write  or  phone:  Motion  Picture  Film  Department    EASTMAN 
KODAK  COMPANY.  Rochester  4.  N.Y.  Or-for  the  purchase  of  film    VV  J    German.  Inc..  Agent 
the  sale  and  distribution  of  EASTMAN  Professional  Film  for  Motion  Pictures  and  Television.  Fort 
Lee.  N.J..  Chicago.  III..  Hollywood.  Calif. 


FOR  COLOR 


[2SZSE21 


SPONSOR     J        SUM  I  MHIR     19 


41 


ADVERTISERS 


Gilbert  raps  ads  for  children 


;  i    advertising    aimed    at 

children  is  .1  waste  of  time  and 
mom  ug(  in-  Gilbert,  president 
Iberl  Youth  Research,  drew 
tins  conclusion  last  week  in  report- 
suits  ol  a  new  stud)  liis  group 
i  onducted. 

Speaking  to  more  than  200  m\- 
vertising,  agency,  media  execu- 
tives, and  musts  at  the  7th  Youth 
Market  Clinic  in  Nev«  York,  the 
youth  expert  added  another  con- 
troversial note:  Gilbert  said  cigar- 
ette companies  except  for  Philip 
Morn's,  had  made  a  major  mistake 
in  pulling  their  advertising  out  of 
college  media.  College  students 
toda)  are  mature  enough  to  be 
legally  and  morally  responsible,  be 
married,  have  children,  etc.,  hence 
can  reach  their  own  decisions,  he 
said. 

Long-term  selling,  Gilbert  noted. 
should  be  confined  to  teen-agers 
.md  college  students  in  the  youth 
market,  rather  than  trying  to  reach 
children.  The  Gilbert  organization. 
he  reported,  recently  re-surveyed  a 

group  nine  \  ears  alter  it  was  Ori- 
ginal!) questioned  on  brand  pref- 
erences.    Those    who    were    in    tin 


S-to-1 4-year-old  bracket  nine  years 
ago  showed  far  less  brand  loyalty 
than  those  in  the  15-tO-19  age 
bracket  in  1954. 

With  the  same  people  questioned 
both  times,  the  results  were:  Of 
those  S  to  14  who  preferred  a  par- 
ticular fountain  pen  in  1951.  32.5% 
bought  the  brand  in  their  most 
recent  purchase.  On  the  other 
hand,  of  those  15  to  19  years  old  in 
1954  who  preferred  the  brand  then, 
58.7'  }  bought  it  recently.  For  cam- 
Mas.  40.3%  in  the  younger  group 
bought  the  brand,  while  in  the  15- 
to-19  age  bracket  67.5%  bought 
the  brand  they  preferred  nine 
years  ago.  When  it  came  to  type- 
writers, 28.6%  of  the  previous  8- 
to-14  group  bought  recently  and 
41.4%  of  the  older  group. 

Average  brand  loyalty  was  33.7% 
for  the  younger  group.  52.3*  c  for 
the  older  group. 

'It  tells  us  that  a  teenager  is  far 
more  likely  to  retain  brand  prefer- 
ences, that  are  his,  between  the 
ages  of  15  to  19  years  of  age  than 
those  brand  preferences  that  are 
his  between  the  ages  of  8  to  14," 
Gilbert  said. 


1 

fop  Pea-Picker  for  Rice-A-Roni 

iJM- 

ok '  u  _ 

KT  -% 

wi  AmW  ^^ 

\W  ^                      y     ~  _           ^^J             Am 

SKj 

[.olden  Grain   Macaroni  lias  signed  "Tennessee   Ernie     Ford    VBO  TV 
ihow  .is  fall  vehicle  !<>■  Rice-A-Roni  and  other  food  products,  using  li\ i- 
ipota  with  "great  new   side  dish  from  San  Francisco"  theme  delivered 
>j  Ford,   tbove  are  (I-r)  Lloyd  Fabri  \  Charles  Foil,  McCann-Erickson; 
Paul    DeDomenico,   natl.   sis.  mgr.   (.olden   Grain;    Ford;   Thomas    De- 
Domenico,   gen.   sis.   mgr.   (.olden  Grain;   and    William   Calhoun,   Ml 

32. 8'  I 

30.71  S 

57.3 

42.0 

52.3 

58.9 

18.0 

25.8 

83.7 

47.2 

56.2 

55.5 

64.2 

79.6 

44.2 

61.8 

74.6 

90.3 

Gilbert  also  noted  a  marked  in- 
crease in  ownership  of  equipment 
and  possessions  among  the  S-to-20- 
\  car-old  group  in  a  number  of 
fields.  Following  are  ownership 
figures  for  the  group  in  two  periods 
of   time: 

OWN  1954         1963 

Dog  

Bike    

Camera 

Typewriter     

Fountain     pen 
Mechanical  pencil 

Watch      

Small    radios    .  . 
Family  tv  sets  .  . 

Gilbert  noted  the  decline  in 
ownership  of  fountain  pens  could 
be  attributed  to  the  growth  of  the 
ball   point  pen. 

Food  and  drug  brand  preferences 
in  the  8-to-20-year-old  group 
stayed  near  the  1954  level,  Gilbert 
said. 

PREFERENCE         1954         1963 
Bottled  soft  drinks     92.8%     90.6% 
5  and  10c  candy  .     88.1         81.6 
cold    cereals    ....     83.5         64.5 

toilet    soap    76.3         71.5 

peanut  butter   .  .  .     75.0        67.2 
hot    cereals     57.0         39.4 

Among  non-owners,  brand  pref- 
erences among  young  people  have 
shown  increases  in  a  number  of 
areas,  including  cameras  and  type- 
writers. On  the  other  hand  flash- 
lights and  bicycle  brand  prefer- 
ences have  dropped,  which  Gilbert 
attributed  to  the  lack  of  youth 
market  advertising  by  these  com- 
panies. 

There-  is  no  one  youth  market,  he 
continued,  but  three  distinctly  dif- 
ferent markets  rolled  into  one: 
elementary  school,  high  school, 
and  college  students.  "Each  group 
must  be  reached  by  its  own  media, 
be  influenced  by  its  own  motiva- 
tions and  needs,  and  be  sold 
through  its  own  appeals.  The  only 
similarity  between  a  5-year-old 
kindergartner  and  a  25-year-old 
collegian  is  that  they  are  both  stu- 
dents." 

Other  highlights  of  the  youth 
market  cited  by  Gilbert  were:  18 
is  now  the  peak  age  for  women  to 
marry  in  the  U.S.;  teenagers  hav< 
allowances  and  earnings  ol  $105 
billion  per  year;  one  third  ol  first 
children  are  born  to  mothers  20 
and    under. 


SPONSOR    L'.'.   si  iMi  miuk    1961 


Buick  ad  plans  include 
heavy  radio-tv  schedules 
The     Bum  k    i i i\  ision    "I     ( General 
Motors  w  ill  break  its  announcement 
advertising  l<>i   its   11">I  line  in  .ill 
media    during    the    week    starting 
Septembei     anm  >un<  es    Roland 
S    Withers,  general  vile*  manage] 
kc\  point  to  l»   stressed  in  .ill   ids 
is:  "above  all,  it's   i  Bui*  k 

T\    and   radio  ( ummtri  ials   w  ill 
be  used  stai  ting  3  <  U  tobei ,  preced 
ed  bv  .1  w eek  long  wave  oi  teasei 
spots    on    radio.     Vlso,    foui  pa 
foul  < 1  »loi    .i»k  ti  lis.  incuts    will    ,ip 
peai    111  majoi    national   magazines 
covei  dated  during  the  break  week, 
and      newspaper      advertisements 
ranging  t<>  full-page  size  w  ill  appear 
Inst    in   weeklies   and   p.m.s   "l    3 
October   and   a.m.s   the   following 
daj    The  public  will  see  the  nev» 
Bunks    m    dealer    showrooms    for 
the  first  time  I  <  krtobei 

The  6 I  campaign  will  sec  Bunk 
employing  all  media  somewhat  dil- 
ferenll)  from  past  j  ears,  it  w  as  ex 
plained  The  objective  is  to  realize 
all  ol  the  distinct  benefits  available 
from  the  different  categories  ol 
media. 

The  Bunk  advertising  plan  has 
assigned  definite  responsibilities  to 
media,  along  (Ins  line:  \i  wspapi  rs 
wn  Radio — /<»  create  local  traffic 
to  the  dealerships  and  to  promote 
action  at  the  point-of-sale  in  the 
showrooms;  Magazines — to  shou 
the  styling  of  the  whole  line  oj  26 
models  most  magnificently;  TV — 
to  slum  Buicks  iii  iisr  and  in  action 
dramatically  and  effectively;  and 
()t  mooR — to  provide  impact  \o\ 
tin  Buick  car  and  for  the  dealet 

The  h  commercials  foi  the  fore 
part  i>l  the  model  yeai  have  been 
scheduled  in  several-week-long 
waves  on  networks  supported  b\ 
man)  local  spots  on  selected  sta- 
tions. The  first  w  .n  e  ^t.n  ts  )  <  >cto 
bei  Radio  commercials  w  ill  be  usi  d 
in  waves,  too,  following  a  pattern 
similar   to   that   developed   for   tv. 

Buick's  t\  waves  on  the  networks 

will    be    ill    or    between    siull    shows 

as  NBCs  Monday  Night  at  the 
Movies,  \B(  s  Jimmy  Dean  Show, 
(  BS     Rawhide,    \iu   s    EL  oenth 

Horn,  and  others  like  Alfred  Hitcli- 
rock,  Defenders,  and  Cunsmoh 

\K  (  aim  la  lekson        is        Bui<  k*S 
nev   and  sei\  cs  tlie  ai  i  OUUt  from 

its  regional  office  in  Detroit 


V* 


lol'  \   \l  I   I     HI    VI  I  1    II, l/l  S   \l,  M  II  I     ,\   <   R|  \\ 

\  aim  elephant,  al  .c  redemption  ston  '   \>  ill  \w 

list  Club"  luist  .me!  cast  members  Mar)    Vim  Lnckett,  Bob  \<«Lio  -        <     wling. 

Sponsors  'clubby'  with   McNeill 


\IU  Radio's  Don  M<  Neill,  on  thi 
in  for  more  than  30  years  is  still 
pn \\  iir^  to  be  i me  ol  the  medium  s 
top  salesmen  and  merchandisers,  as 
evidenced  l>\  liis  participation  in 
the  campaigns  ol  two  "I  Ins  most 
recent  ~u\\  ei  tisers  -  Top  \  alue 
stamps  and  tin  \\  est  Vii  ginia 
Department  ol  ( lommeri  <  Hie 
trading  stamp  advertising  and  pro 

lliotli  ill      dl  l\  e,      v\  llli  li      kli  ki  (I      oil 

Thursda)  19  will  have  \l<  Neill 
and  his  Breakfast  Club  group  relat- 
ing  the stor)  twice  weekl)  foi  seven 
more  weeks  [n  addition  to  the  \l>< 
campaign,  McNeill  will  be  heard 
for  Top  Value  on  2  M>  othei   radio 

outlets      Mis    st. ill     will    assist     in    Ills 


p. n  i  H  ipatii  m   is  the  pn  > •_: r . 1 1 1 1 >.  i  u 
nate  from  ( !hi<  ago    I  he  stamp  drive 
is  on  i  .it  li    l  Inn  sda)    and   I  rida) 
peak    food    shopping    days     Top 
\  alue  Stamps  are  a\  ailabli 
states  and  the  I  )isti  ict  of  <  olumhia. 
Bi  sides  the  i  adii  i  drivi    ads  w  ill  be 
i  ai  i  nil  in  725  newspap 
tin-  i  ampaign  w  ill  also  -■  rve  to  in- 
tri  iduce  a  new  i  ustomers  partK  ipa- 
tion  game,  I'lan  S   \  \    /     I    ■  \v 
\  ii  ginia    McNeill  recentl;    I     I"  Ins 

the  plush 
Greenbriei  resort  tl 
ol  originations  to  help  tl 
brate  its  i  entennial  annr 

slate     JUSI  lid 

d  I •  i  '■ 


(.  \  I  III  RING    v  I    CR1  I  N'BRIl  R 

lint  r  m  \\     \  I 

gen.  nr-i      \\   I  II'    (  li.iri. 
Smith,  commissi  »n<  r,  \V.  Va.  <  rl  K  \\  kl  'i 


SPONSOR    2  I    SEPTEMBER     1 


JACKSON,  MISSISSIPPI 

JIWICKU 


OVER 

350,000 

TV  HOMES 


OVER  1 3/4 
BILLION 
DOLLAR 
CONSUMER 
INCOME 


11615   Ft.  1 
JACKSON,  MISSISSIPPI 


WTRF-TV 


STORY 
BOARD 


"TV    Seven'" 


SPIRIT  SWITCH!  Nowodoys,  an 
old    fashioned    girl    is    one    who 
prefers    them    to    martinis. 
Wheeling  wtrf-tv 

JUDGE:      "You're     accused      of 

habitual    drunkeness,    what's 

your  excuse?" 

DRUNK:    "Habitual    thirst,   your 

honor  " 
wtrf-tv  Wheeling 
GRAY  MATTERS!  Why  do  elephants  wear  sun- 
glasses?   They're    getting     so    popular     they're 
traveling    incognito. 

Wheeling  wtrf-tv 
AT    MIDNIGHT,    the    modern    Cinderella    turns 
into   a    motel. 

wtrf-tv  Wheeling 
AMERICANS  ABROAD'  After  their  Europeon 
trip,  Frank  Brcsslau  of  Yonkcrs  reported  the 
only  clothes  call  he  had  was  an  Italian  knit 
suit  Bcttie's  face  flushed  a  little  when  a 
guide  told  them  the  American  section  in  Paris 
was    the    first    ten    rows   of    the    Folios    Bergcre 

Wheeling  wtrf-tv 
ARTIST?    A    person    who    knows    where    to    draw 
the   lint 

wtrf-tv  Wheeling 
PERFUME    NAMES    indicate    that   virtue   doesn't 

Wheeling  wtrf-tv 
now    is    a    station    appealing, 
Whose    m  w    towers   a  soaring    from    Wheeling 
Th.      audi'"  -      is    morc-so    and    new. 

And   figures   unveil   most   revealing 
wtrf-tv  Wheeling 
»    ll  a  ftp    Hollinqh.  ry. 
Whose    Writ.  Imq    TV    thai    is     very'. 

als   big   allots,    to   buyers   of   spots, 
And   signs   up   what   S<  ven    will   carry 


CHANNEL 
SEVEN 


WHEELING, 
WEST  VIRGINIA 


Drew  Foods  to  introduce 
altered  fat  content  eggs 

Kenyon  i\  Eckhardt  has  been 
awarded  the  advertising  account 
n!  Drew  Foods,  New  York,  devel- 
opers and  marketers  of  one-to-one 
balanced  eggs  with  a  "significantly 
altered"  fat  content.  Northern  Utah 
lias  been  selected  lor  the  introduc- 
tion of  the  new  product.  The  spe- 
cial eggs  .will  be  available  Thurs- 
day (26)  in  supermarkets  in  the 
Salt  Lake-Provo-Ogden  area.  Later 
they  will  he  produced  and  mar- 
keted in  other  parts  of  the  United 
States  and  foreign  countries. 

The  eggs  will  he  identified  as 
"one-to-one  balanced  eggs"  and 
will  he  distributed  by  firms  which 
are  franehised  by  Drew  Foods,  di- 
vision of  Drew  Chemical,  inde- 
pendent refiner  of  edible  vegetable 
oils  and  one  of  the  world's  largest 
manufacturers  of  margarine.  The 
eggs  will  he  produced  and  graded 
under  official  lT.  S.  Agriculture 
Dept.  supervision  and  be  available 
only  in  the  highest  quality —  Grade 
AA  Extra  Large.  Grade  AA  Large 
and  Grade  AA   Medium. 

The  public  relations  agency  is 
Hainey  and  McEnroe  of  Washing- 
tun;  poultry  industry  consultant 
is  Edward  W.  Priebe,  Jr.,  of  Chi- 
cago; medical  advertising  agency  is 
Shaller-Rubin  of  New  York. 


NEWS  NOTES 

Recipe  for  more  sales:  The  Maxwell 
House  Division  of  General  Foods 
and  Pocket  Books  are  jointly  pub- 
lishing "The  Coffee  Cookbook" 
which  abounds  with  recipes  using 
regular  or  instant  coffee  as  an  essen- 
tial ingredient.  Book  will  be  sold 
lor  50  cents,  according  to  the  Ben- 
jamin Co..  the  special  projects 
office  of  Pocket  Books.  Benjamin 
Co.  sums  up  the  idea  behind  the 
joint  venture:  "Such  books  prove 
doubly  valuable  because  they  sell 
on  their  own  merits  at  retail  as  part 
ol  the  publisher's  regular  distribu- 
tion, and  they  are  useful  to  the 
sponsor  in  his  sales,  promotion. 
public  relations,  advertising,  and 
premium  programs." 

Soup  sales  up:  Both  sales  and  net 
income  ol  ( lampbell  Soup  ( !o.  in- 
i  leased  during  fiscal  L963.  Sales  for 

the     period     ended     28     July     were 


$638,193,000,  an  increase  of  4.6'- 
over  last  year's  sales  of  $610,123.- 
000.  Earnings  per  share  of  S3. 93 
were  up  13f'  over  1962  earnings  of 
$3.47.  Net  income  after  taxes  was 
$43,849,000  compared  to  $38,674,- 
000  last  year.  One  of  the  principal 
reasons  for  this  increase  in  profits 
was  a  substantial  reduction  in  losses 
abroad,  the  company  reported. 
Sales  of  Campbell  Soup  and  its  sub- 
sidiaries in  the  U.  S.  and  Canada 
oid\' — the  basis  on  which  annual  fig- 
ures have  been  reported  previously 
—were  $618,048,000,  an  increase  ol 
4.5''  and  profits  were  $48,170,00(1. 
an  increase  of  7.6C<.  The  company 
introduced  22  new  products  in  the 
U.  S.  and  added  eight  new  lines  to 
Canadian  product  lines. 

Mid-year  report  from  Warner-Lam- 
bert: Consolidated  net  income  for 
the  first  six  months  of  1963  was 
$13,802,000  or  56  cents  per  com- 
mon share-,  compared  to  the  55 
cents  per  common  share  and  $13,- 
639,000  earnings  obtained  during 
the  first  half  of  1962.  This  increase 
was  attained  despite  the  loss  of 
sales  and  earnings  during  the  first 
six  months  of  this  year  resulting 
from  the  sale  of  Pro-phy-lac-tic 
Brush  Company  as  of  31  December 
1962.  Sales  for  the  first  half  were 
$144,244,000  compared  with  $i49.- 
494,000  for  the  comparable  1962 
period.  The  first  six  months  of  1962 
figures  included  sales  of  the  brush 
company.  After  eliminating  these 
sales,  Warner-Lambert  recorded  a 
sales  increase  of  $4,700,000  for  the 
first  hall  ol    1963. 


NEWSMAKERS 

Leo  G.  Sands  to  vice  president  of 

Dunwoodie  Associates.  He  will  di- 
rect a  new  electronics  division. 

Stephen  Bose  to  vice  president 
and  director  of  marketing  serviced 
of  J.  B.  Williams.  He  was  previously 
\icc  president  of  marketing  for 
Maradel  Products. 

Lawrence  T.  Pfister  to  manages 
of  audio  products  for  Gates  Radio] 
,i  subsidiary  of  Harris-Intertype.  He 
was  radio  and  tv  manager  for  Chris- 
tian Crusade. 

(  !h  VRl  i  s  I'  |'i  i  ist  n\i  \\\  to  ad- 
vertising  manager  ol  the  V  tstkj 
Company.  Fleischmann  is  a  former 
vice  president  of  Young  <N  Huhicam. 


SPONSOR    23    si  rii  MBER     1961 


AGENCIES 


Commercials  are  an  art 


Ao\  i  m  isi  as  are  a  rnplaining  thai 
it  s  In  (  oming  me  ire  diffit  nil  to 
gel  .1  <  oMiiiniri.il  tli.it  s  MiiMn  irable, 
In  the  end,  t lu\  realize,  it's  the 
commercial  thai  does  the  selling, 
and  tin-  i  ommercial  has  to  be  In  si 
rate. 

More  often  than  ncrt  tli<-  man  i < 
sponsible  for  a  good  t\  commercial 
is  the  little  know  a  i\   arl  directi  n 
(  in ic tush     enough,     it     has    been 
shown  thai  a  t\   arl  directoi   dens 
not  li.i\  e  to  be  a  good  ai  tisl  pet  si 


Ills    talents    musl    g< i    fai    beyi md 
know  ing    hena    to   skett  li   a    rti 
I" '.ii. I   1 1,  musl  I"    i  masti  i  ol  ti 

s<  mnd  ii.  'ii  .md  spa<  e  as  \» ell  .is 

the  produi  t  s  mai  Im  tin ;  pr  iblems. 
Sometimes    he   musl    even    forsake 
anj    artistic  approach  and    in   the 
words  "l   ( .■■<  'i  ge   Lois    ol    Papei  t 
Koenig    Lois     us<    little  oi   no  arl 
(In.  i  thin  .md  do  a  real  dumb  i  om 
mi  k  i.il  w  itli  in  ithing  to  ii     Ix  i  ause 
it  s  besl  for  the  prodi 
It  would  pn ib  iliK   unset  an  ai t 


l  "i  t\ 

ni  din 

related   to  tl  ial    bul 

thai  m  tin 
world  <  ommen  ials 
sake 

l 
I     (     '11111.  k  i. iK  I  .  sti\ .il  has  in 

..... 

ineiits    (  riteria  for  the  awards 
.11.  eti\ eness   and   overall    m< 
additional   i  itations 
outstanding  graphii  s  and  des     n    II 


Advertising  agencies  point  out  to  advertisers  that  "the  commercial  is  the  payoff"— and  it  has  to  be  good  or  the  consumer  won't  watch 


DIES  A  RHINOCEROS  HAVE  HE  TOUGHEST  HIDE  ? 


I.  <.  nil  iSBI.il 


DOES  A  RHINOCEROS  HAVE  THE  TOUGHEST  HIDE? 

He  probably  has.  But  he  had  better  look  to  his  laurels.  Far 
television  viewers  are  crowing  pretty  thick  skies  against  the 
average  ran  of  commercials.  Yoe  can  hardly  blame  tern  Take 
a  typical  three-channel  tv  market  Every  day  it  airs  some  600 
commercials.  To  grip  the  viewers  tJaooghoet  year  aJHn> 
portant  minute  isn't  easy.  It  takes  a  selling  idea  that  sparks 
a  baying  idea.  One  that  links  the  product  to  the  viewer's 
needs— in  ea  iaterestieg  compelling  story.  N.W.  AYER  ft  SON, 
IHC. 


WHAT  IS  THE  PRICE  OF  THIS  SHADE? 

This  is  the  shade  of  Indifference.  It  com 

commercial  Is  tee  trite,  or  tee  pallid,  er  tee  btataet  er  tee 

patroeWeg— or  yea  tame  It  What's  the  price  of  this  r 

Slaty  secoads  af  commercial  time  eftaa  costs  S354NR, 

710,000,  IIMtO  rredaclng  the  lemmwiial  cm  rait  TTJOOl 

or  $10,000  er  $20,000  er 

new  uepenaat  it  is  to  pet  year  aaverusnag  ■  tea  nveauve 

heeds  of  people  wbe  caa  keep  the  shade  reted  ap  tight 

Y0UN6  ft  RUDICAM. 


AGENCIES 


The  tv  art  director's  changing  role 


iiiuaiit  thai  man)  commercials 
th.  More  and  more  agen- 
•  ii  \  [ng  to  point  out  thai  crea- 
te it)  is  tlif  ke)  to  securing  the  con- 

s ( rs'  attention  (see  ads  p.   15). 

\\  hen  tv  first  appeared  on  the 
Mine  ili"  producer  handled  most 
cl  the  visual  concepts  and  tech- 
niques for  commercials.  He  was 
kingpin.  Bui  as  <  ompetition  grew 
stronger,  it  became  necessary  to  tap 
the  sensitivit)  of  the  artist  for  more 
pleasing,  as  well  as  more  forceful 
spots.  Since  then,  there  has  been  a 
slow  hut  steady  recognition  of  the 
l\  art  director  as  a  true  artist.  \s 
earl)  as  I().">!  the  Art  Directors 
(  lull  look  in  the  medium.  Today, 
commercials  are  recognized  as  an 
ail  form  by  Pratt  Institute  and  the 
Museum  ol  Modern  Art  in  New 
York,  and  others. 

I  nfortunatel)  art  directors  were 
nut  brought  into  tv  because  they 
were  skilled,"  according  to  Bill 
Duffy,  senior  art  director  lor  tv  at 
McCann-Erickson.    "Ver)     lew    of 

them  had  training.  Most  ol  them 
were  jusl  storyboard  planners.  It 
is  still  the  same  now  at  many 
agencies,     hut     at     a     lew     such     as 

Young  c\  Bubicam  BBDO,  Kenyon 
&  Eckhardt,  McCann,  J.  Walter 
Thompson,  Doyle  Dane  Bernbach, 
and  Papert,  Koening,  Lois,  tv  art 
directors  are  visual  innovators,  not 
just  Tenderers." 

Oul  ol  these  agencies  have  come 
celebrated  commercials  for  prod- 
ucts like  Volkswagen,  Goodyear, 
Xerox,  Coca-Cola,  and   Ford. 

\s  in  almost  an)  field  ol  en- 
deavor, however,  an  unusual  ap- 
proach, if  it's  successful,  will  not 
remain  unusual  long.  The  innova- 
tion slarls  a  popular  trend  and  de- 
velops  into  a  standard   technique. 

( )ne  such  innovation  is  the  close- 
up  as  seen  in  commercials  lot 
h>hnsiiu  t\  Johnson  bab)  powder. 
1  s  Steel  sinks.  Thorn  McAr 
shoes  for  children,  Bufferin,  Bound- 
the  (  l<><  k  stocking,  and  others. 

\<  i  ording  to  Carroll   Martin.  t\ 
ui  (In.  ( toi  at  J.  W  alter  Thompson, 

lea   has  developed   into   llle  e\- 

close-up    or    micro-photog- 
raph)   in    Europe   for   products   like 

mil  diaiiii  Mills. 


Perhaps  one  ol  the  first  to  use  the 
technique  was  Steve  Frankfurt,  31- 
year-old  head  of  Young  6c  Rubi- 
cam's  art  department  (both  print 
and  t\  ).  While  working  on  an  ex- 
perimental commercial  he  cane  up 
with  the  .idea  ol  using,  not  people, 
not  animated  characters,  but  parts 
of  people,  first  trying  hands.  He  has 
since  used  the  idea  for  Johnson  6 
Johnson  baby  powder  (hands 
again),  Bufferin  (an  eye)  and  Mi- 
crin  (a  mouth).  Evidently  feeling 
that  the  idea  is  now  used  too  fre- 
quently, he  has  begun  using  what  he 
calls  the  "extreme  faraway."  For  J6:J 
he  recently  made  a  spot  taken  from 
a  helicopter  featuring  a  child  on  the 
beach. 

Another  technique,  not  new  in  it- 
self, but  new  in  its  employment,  is 
white-space.  As  defined  by  one  art 
director,  white  space  in  tv  is  more 
time  than  dimension.  It  is  charac- 
terized by  commercials  like  Buxton, 
Volkswagen,  Ronson,  and  Scripto. 
Doyle  Dane  Bernbach  art  direc- 
tors are  known  to  use  white  space, 
or  simplicity  as  an  approach  fre- 
quently. In  recent  commercials  for 
Polaroid  and  Cracker  Jack,  the 
agency  uses  one  scene  and  almost 
no  dialogue. 

"The  simple  but  dramatic  ap- 
proach we  use  stems  from  the  prod- 
uct, says  Bob  Cage,  vice  president 
and  chief  art  director  at  Doyle  Dane 
Bernbach.  "We  don't  do  an  enter- 
tainment job  and  then  put  the  prod- 
uct on  in  the  end  like  some  agen- 
cies." 

Other  art  techniques  which  have 
become  popular:  movement  on  stills 
(Max  Factor,  Fan  American). 
quick  cuts  <  Goodyear,  Ford.  New 
York  Times),  sophisticated  anima- 
tion (Rheingold  players,  Cheez 
Waffles). 

Many  art  directors  have  found 
that  video  tape  provides  excellent 
opportunities  lor  creativity. 

There  is  no  need  to  c  op\  good 
ideas,  according  to  Frankfurt  .it 
Y&R,  "Print  has  been  around  for 
KH)  years  and  there  are  always  new 
ideas  there."  he  sa\  s. 

Duff)  uses  .m  "inventive"  list 
over  ai  McCann.  "We  have  lots  of 

good   ideas  on  file  we  ha\  en  t    1 


TOM  KMTC1I 
Foote,  Cone  h  Belding 


Hill.  DUFH    McCann-Erickson 


(.  \(  .1 

/>'.    I  tthlll  II 


I   WWW    PARK1  I 

K.  Ill/  HI  (      /  I  khurtlt 


l>ocis  to  more  creativity  in  television  commercials 

able  i"  u*  yet  I'  would  l»  mII\ 
to  follow  .hi  idea  1 1 U •    I 

|ils!    I.. 

Bufferin     i  u    must 

li 
tin    pi  the 

( ummcn  ial 

( in.  ol  idvcrtisin 

iii*  ii      '  I  .at 

•  In.  •  ti ■!    ind  In  • 

I '.i  I  )•  it     Kocnig     I  •  itli 

tin-  produi  t  Inst  and  then  l<  * 

i .i|iIik   nli  .1  take  shape   hard! 

aliadng  thai  he's  Fon :  oi   u 

t.  <  Knique      I  fust  know  w  l 
Ilk.-     In   s.i\ s  iin idcstl)    Sim 
w  inner  "I  the  1963  Nationa 

•i|        \lt       I  )l!  \\\  .11(1       \\  ll.lt      111 

likis  is  nl)\  i<  nisi 

ho   is   known  .is  ••   ran 
breed  "I  art  din  •  ti  n    la 
sound     ami     uin\p.  <  t .  « 1      51  risible 
and  inspired     accord  in     I     I  ip<  rt 
.ind  Koeni      Hi   '    lieves  th< se  w lm 

•  nine    up    W  itli 
<  .1111111.  rci. lis       don't       flunk       al 

them  '  Id'  nt  1  .insis  innovation  and 
h  eshness  he  s.i\  s  \\ .  get  an  art 
dire*,  tor  ind  let  linn  work  \\  itli  .1 
relative!)   free  hand  on  .1  <  ommei 

•  1.1I  idea    Then  it's  his  l».il>\    1 1 
responsible  more  than  an)  one  in  the 
world 

\\  i  stud)  the  pn  >du<  t  and  1 
up  with   the  mosl 
tnl.  .mil  interesting  idea  we  kn 

howevi 
keep  hands  "ll  .ntisti.  all)    For  the 
//.  raid  1 1  '.I"! ■•(.      ■    mmercials 
onl)    1"  minutes   produi 

time    .ind    ' 

tn  speak  of— but  I  wouldn  I 

more  « itli  if  it  u<-  had   \2  1> 
I  hi  the  wa)    th< 

The  III  -  feature  tin- 

In. nt  p 
are  shown  on  late  i 

althougl  't   in 

the    industr)     is    known    .is    small 

lis.  :  1     t\ 

iiim-ii  1. ils    Its  string!  nt  p 
art   in   t\.   admen   s.(\     is   .,   sharp 

.'    to   th< 
PKL  and  ^ 

pl. 

ntinuity,  ll""  rtyle    In 


KOI  I    M  \i;  I  l\     I  \\  .It,-,  Thompson 


AGENCIES 


Fresh  ideas  hold  tv  viewers 

Tv  art  directors  arc  constantly  on  the  lookout  for  new  tech- 
niques to  make  their  commercials  stand  out.  TOP:  scene  from 
os  of  Volkswagen  commercials  by  team  of  Helmut  Krone 
(art)  and  Boh  Levenson  (copy)  at  DDB  which  has  won  many 
awards,  including  Art  Directors'  Club  gold  medal  and  Amer- 
ican Tv  Commercials  Festival  awards.  MIDDLE:  close-up 
technique  as  used  by  BBDO  for  U.  S.  Steel  in  a  sink  commer- 
cial. BOTTOM:  scene  from  a  new  Pan  American  commercial 
out  ol  JWT  effectively  utilizing  movement,  quick  cuts  on  stills. 


Simplicity  or  "white  space"  is  specialty  at  Doyle  Dane  Bernbach 


Close-ups  and  extreme  close-ups  are  now  in  vogue 


Quick  cuts  and  movement  un  stills  are  sometimes  synchronized  to  jingles 


some  of  the  flamingoes  on  the  front 
lawn  and  call  in  a  decorator,"  one 
critic  notes. 

But  a  lot  of  creativity  can  be  lost 
in  commercials  simply  because  so 
many  people  a/e  involved;  in  print 
the  art  director  has  almost  complete 
control.  "By  the  time  all  the  differ- 
ent people  get  into  the  act  the  guts 
of  the  commercial  is  lost,"  says 
Bob  Gage  at  DDB.  "It's  like  wad- 
ing  through  molasses." 

Cage  feels  that  with  many  people 
working  on  a  commercial  the  tend- 
ency is  to  add  up  elements.  "I  be- 
lieve a  commercial  should  be  more 
like  two,  plus  two,  minus  three, 
times  ten,  so  you  have  an  inter- 
play ."  he  explains. 

1 1  is  not  always  clear  who  the 
captain  is  when  it  conies  to  making 
a  tv  commercial.  The  general  opin- 
ion is  it's  the  individual  who  takes 
command,  not  the  title.  As  Larry 
Berger,  v.p.  and  executive  producer 
at  BBDO  puts  it:  "You  create  a 
commercial  and  then  you  follow  it 
through  production.  The  person 
who  is  best  equipped  to  follow 
through  takes  over  the  job,  whether 
he's  copywriter,  producer,  or  art 
director.  ' 

Manx  art  directors  and  producers 
feel  that  the  commonly-used  term 
of  tv  art  director  is  incorrect.  Berg- 
er says  in  tv  the  art  director  is 
neither  an  artist  or  director,  but  a 
designer  who  must  think  of  copy, 
visuals,  editing,  sound,  and  typog- 
raphy. Others  think  the  term  visual 
director  is  more  apropos. 

There  are  a  few  who  believe  the 
tv  art  director  should  be  somewhat 
of  a  universal  man.  He  should  not 
only  know  art  and  tv  as  an  art 
form,  but  understand  copyw  ritimi. 
acting,  music,  and  production.  At 
McCann-Erickson  several  tv  art  di- 
rectors have  taken  courses  in  acting 
so  the)  will  better  understand  the 
use  ol  talent  in  a  commercial.  Steve 
Frankfurt  at  Y&B  has  been  studying 
directing  at  the  Sheridan  Square 
Playhouse  for  the  last  two  years. 

Certain  tv  art  directors  are  i  \- 
perts  on  music  as  well.  "H  the  mu- 
sic is  left  completely  up  to  someone 
who  doesn't  understand  the  overall 
commercial  it  can  hurt  the  creative 
idea,  even  fight  it."  said  a  tv  art 
director.  "Effectiveh  used  music 
can  build,  sustain,  create  moods, 
and  perhaps  give  a  lasting  impres- 
sion.   In    many   cases  where  music 

SPONSOR    23   si  Ml  mber    1963 


has  been  used  well  it  has  become 
I  memorable  property .  as  in   the 

i  gases      nt       \l.u  llii  ii  ii        (  he\  mitt. 
licit/.    New port,    and    Pepsi  I 
Sometimes    .1    known    mclod)     can 
be  clli(  tn  c  but  it  <  an  also  bat  k 
In.      be  -old 

\it  km  Ii,  w  bo  hi  end)   w  enl  to 
Yoimu  <\  hubicam,  made  .1  deep  im 
i  prt-ssioii  on   Hill   I  )ull\    .it    Mi  (  .urn 
I  1  i(  kson  u  Inn  he  *  ame  foi   an  in- 
n  1  \  11  \\   some  lime  ago    I hiffj   said 
km  Ii  was  tin-  first  t\  art  dire<  loi  he 
km  w    who  brought  along  tapes  ol 
BHisic  concepts  as  well  .is  visuals. 
Tlir  t\  .nt  dun  tin  should  iiihIii 
ist. mil   tin-   moods  different    instru- 
ments can  create,  1 1  ki ■  the  French 
morn,    the    flute,    .mcl    rhe    violin. 
W  by,  Peter  .mil  the  Woli  practu 
all)  tills  ,t  u lioli-  stoi\  with  iiiiisu 
!  alone,"  sa\  s  Duffy, 

Frankrui  1  .it  ^  ficR  is  anotbei  «  bo 

believes   music   is    important     The 

dep.iitment  head  writes  music  and 

plays   the  piano,  often   tries   to  in- 

Iflnence  music  in  commercials. 

Since  photograph)  is  .1  majoi 
pari  ol  commercials  art  directors 
.in  ii\  im.;  to  be  ( reath  e  in  tins 
.in  1  Sunn-  agencies  h.t\  e  been 
calling  mi  well-known  still  photog- 
raphers in  innovate  with  moving 
pit  tuns  Man\  are  tired  ol  \\  hat 
one  art  director  called  the  "grade 
M  movie"  disease  which  h.is  hit 
man)    commercials. 

Tom  kniteh.  senior  tv  art  dini  - 
tor  .it  Foote,  ('one  i\  Belding,  h.is 
recentl)  used  Bert  Stern  lor  pho- 
tograph) on  Good  Season  S.dad 
commercials,  Richard  Avedon  for 
Clairol,  and  Irving  Penn  For  .1 
Menle)  &  James  product.  Irving 
Penn  h.is  also  been  employed  b) 
BBDO  tor  Pepsi-Cola  spots  and 
MrR  for  Johnson  fl<  fohnson  com- 
mercials. Howard  Ziefl  h.is  done 
photograph)  for  commercials  on 
Itu.i  Club,  Volkswagen,  Genesee 

"There  are  ver)  few  good  cine- 
matographers  in  the  tv  business," 
sa\  s  kniteh  "But  a  reall)  good  still 
photographer  can  give  added  life 
to  moving  pictures  as  well  as  stills. 
Sum-  the  time-span  ol  a  commer- 
cial  is   sii  short    there   is   not    a   great 

amount  of  difference,"  he  feels. 
There's  a  trend  of  using  still  pho- 
tographers now.  and  I  think  it's 
a  good  one.''  Kniteh  s.i\  s. 

In    some    eases    effective    uv    has 

been  made  of   high-speed  photog- 

SPONSOR    J  •    si  pti  miuk    I'- 


rapb)  in  i«i  int  months    lm< >ng  the 

In  st    lii   iisi     il      I  rusha)    skin   i  nam 

Gre)      I    iremosl   I  >.m  les    H"si  om 
i\    Bonfi  Ii'     and    \m.  -m  an  I  l  »<  • 

Mil         l    >     \l 

In  mam    1  asrs  linn    is  a  s|>n  itnal 

as  w  ill  as  ph)  mi  al  ti  in  1  si  paral 
the   t\    art    department    from    the 
pi  mi  .11 1  1I1  p.utiiii  nt    s.  .un    agen 
1  H  s   sin  h  as  I'kl    feel  tin   two  d< 
partments  should  be  om      Its  verj 
foolish  to  have  an  art  din  1  toi  work 
onl)   mi  t\      sa\ s  Georgi    Lois      \ 
good  art   man  i.m  do  anything — 
commen  ials,     posters,    pi  mi     ads, 
p.u  kages      ( )theis    wanting    onl) 

one    art    depart] t    feel    thai    it 

keeps  the  1  ampaigns  in  hai  mon) 
throughout  all  media 

Vgen<  H  s    w  anting    two    distim  t 
departments:    Youn  ibi<  am 

Mai  Manns  fohn  i\  Vdams  BBD<  » 
and  Foote  <  "He  &  Belding  Its 
kid  Im  an  art  dire<  toi  to  split  Ins 
job  d"w  11  the  middle  and  um  k  on 
both  media.''  sa)  S  Sal  I  •  -i  l"ia  t\ 
nt  director  at  Ma<  Manns,  [ohn  & 
\dains  "Both  i"bs  require  working 
with  different  people  on  different 
problems  w  ith  different  solutions 

\i t    directors   don't   rIm  i) s   stup 


at    t\    and    print     I 

ha\  1     left   tin    l"ld   and   takl  n   n|>  tin 

ition  "I 
th-  1  1.  nth  a  demand 

Mini     Vmong    them      \ 
(  henoweth     U  illiam    Kst)      II 
tt      Bob    \ 
I  .hi.  11      Ri  a.  h      Mi  <  linti  -ii      \n  k 
Gibson,  Pa| 

I.-    N'aud    Mi  <  .inn  i  I   ii  1  \ 

nd  |...  k  Goldsmith 
I  In    nl. 

pusllli.lis     nt      pi  ill 

ike  hold    VI 

ki  ii-.    ■<  ..  I  ■  khardl  thi    w  :ti  h  has 
Ii.  .  n    made    offii  iall)      I  hrougli 
. olution  t\    ni  d 
imw   t\   art  dir< 
handle     both     fnin  •  ntirel) 

I  11 1\    r.n k.  1     via    president    and 
in. ii  i\  .nt  and  produ  ti 

at    ki\  I      !•  \\  e 

gh  1   tin   ..I t  1I11. 1  ti  1  all  the  resp 
sibilit)  so  hi  1  un  tin 

ginning  and  t « •  1 1 .  > vv  the  1  ommen  ial 
through.  It  l'-a\ is  t1 
execute  Ins  ideas  .is  I,. 

them        Sui  h    ailthoi 

dm  1 1<  1    would    certainl)    1  nt 
mi ilassi  -    in >«  holi I 
and  fresh  1  ommen  ials  ^ 


Fear  off  change  is  for  "dunces/' 
Gribbin  tells  insurance  group 


Tm     I ,ite    Insurance     \d\ ei lis.  is 
\ssn     "t    the    l      S.    and    (   aiiada. 

was  warned  last  week  l>\  George 
Gribbin,  chairman  "I  Young  & 
Rubicam,  against  "The  ( lonfedi  1 
ae\  "I  I  hmces,  men  nniti  d  b) 
Stupidit)  and  the  tear  ol  1  h.m 
he  said,  w  ho  have  i  losml  ranks 
againsl    genius    whenever    it    has 

appealed    in    bistOr) 

"  \s  the  world  changes,    ( .1  ibbin 

asked,   "what  has  happened  to  this 

eonledi  l.u  v  of  dunces?  It  would  be 
natural  I"  1  \peet  it  to  ihss.  .|\ ,  Hnt 
I  d"  imt   think  this  is  tin  I  be 

meetings  are  a  bit  less  frequent  and 
possibl)   lack  some  ol  the  "Id  1 

Hnt  the  dniii  eS  an    ^till  w  it  1 1  11s 
1  le    mentioned    the    1  .im     ol     Pi 

Robert  I  luti  Inns  ( ;.  ddard,  the 
\inerii  an  ph)  sit  1st  w  ho  did  mu<  h 
ol  the  ear)  research  on  ro<  kit  j 
pulsion.  I  "i  suggesting,  !<•  years 
ago.  that  man  might  plant  a  flare 
on  the  moon  he  w  as  1  al!  o) 

and  chased  out    f  Mass.,,  hus 

the  state  do    man  hal. 


;i  toda)       (  •■ 
is  in>t  men  K  an  .■<  (  epted  busin 
prat  tn  e   but   a   business   m 
but  1  w ant  to  1   -ni  1 1  the  impression 
that  toda)  s  geniuses   ire   ill 
fulh   working  in  lai  la- 

itm ies  « Inn   tin  a  ideas  ire  in- 
stantl) 

w aided 

Mam    nt    todays    invent 
working  alone,  he  point  \ 

tmtit.it h    telephone  diali]  in- 

vented   b)    an    undertakei     K 
1  In. 'im  film  was  devel >ped  b)  I 

iiiiisu  i.iiis      1  In-    ball  |>innt    jvn    V 

invented      b)       t\\"      Hui 

brothers 

Much  "t   the   basii  >n   s\n- 

thetic  rubber  w 

a    pi 

We    must    ' 

I  )uin  is  ask   us  tn  shut' 
list  immense  zoni 

ask    that    Wi 

ih.u  it        is 

char  ^ 


AGENCIES 

Confessions  off  an  ad  man 


"I  have  ne\  er  wanted  to  get  an  ac- 
count so  big  that  I  could  not  afford 
to  lose  it  The  da\  you  do  that, 
you  commit  yourseU  to  living  with 
I  rightened  agencies  lose  the 
courage  to  give  candid  advice; 
unci'  you  lose  that  you  become  a 
lacke) . 

Such  independence  amidst  the 
constant  competitive  clash  ol  Amer- 
ica's agencies  could  only  come  from 
the  creator  ol  the  Guinness  Guide 
in  Oysters  and  the  eye-patched 
Alan  in  the  Hatliauav  Shirt."  It  is 
just  one  ol  several  personal  and 
professional  revelations  in  "Con- 
fessions ol  an  Advertising  Man"  by 
David  Ogilvy,  out  from  Atheneum 
on  2\  October.  Ogilvy,  who  started 
liis  career  as  a  chef  in  the  kitchens 
of  the  Hotel  Majestic  in  Paris,  now 
manages  an  agency  that  bills  $55,- 
000,000  a  year.  The  birth  and  being 
ol  Ogilvy,  Benson  &  Mather  is  link- 
ed inseparably  with  the  personality 


NEWSMAKERS 


WILLIAM  R.  Li\  URD  to  \  ice  pres- 
ident, marketing  supervisor  ol  Leo 

Burnett.    Chicago.     He    was    senior 

vice  president  of  McCann-Erickson. 

( .\  k  \i  i)  K  w  i  \i  \\  to  creative  di- 
rector  ol  Smith  &  Dorian. 

I'm  i  I. oris  to  executive  consult- 
ant at  D'Arcj  Advertising's  televi- 
sion department.  Louis  was  with 
D'Arcy  lor  13  years,  left  to  join  Leo 
Burnett  in  Chicago  eighl  years  ago. 

|osi  i'ii  Goonv  i. \h  to  Robert  V 
Becker    copy    staff.    He    was    with 

Ted  Bates. 
I'  \  i  ri<  kK.  Stewart  to  the  service 

department  ol  V  \\  .    \\er  c\  Son. 

\l  \m  i\  I  )i  \  i\i  to  account  super- 
visor ou  the  Tuse)  account  at  Kud- 
ipi.    I)i\i\i    was   vice   president   of 

\\  aiw  ick  &  1  •egler. 

1 1  \hoi  i)  F.  s  1 1  nil  \so\  to  the 
I d   ol   directors   ol    MacManus, 

John  <S    \d.uns. 

\\  ii  i  i  \m    J.    Coi  hi  hi    to  director 

ol    LaGrange  &   Garrison's  newly- 
created  radio  .Hid  i\  department  in 

Indianapolis  (  01  hi  hi  w,,s  formerly 
media  dire*  tor  w  ith  Bob  1     ig    \  - 
ites. 

fores    I      I  >i;v  i  h  to  \  ice  president 

ol  "i  ounc  &  Bul>i(  .mi 


of  the  man.  "I  have  observed," 
writes  Ogilvy,  "that  no  creative 
organization,  whether  it  is  a  re- 
search laboratory,  a  magazine,  a 
Paris  kitchen,  or  an  advertising 
agency,  will  produce  a  great  body 
of  work  unless  it  is  led  by  a  formid- 
able individual.  The  Cavendish 
Laboratory  at  Cambridge  was  great 
because  of  Lord  Rutherford.  The 
New  Yorker  was  great  because  of 
Boss.  The  Majestic  was  great  lie- 
cause  of  Pitard."  For  this  reason, 
Ogilvy's  book  is  not  only  entertain- 
ing reading  for  both  professionals 
and  laymen,  it  bares  the  backbone 
of  the  building  of  one  of  the  coun- 
try's top  agencies. 

Ogilvy  treats,  among  other  top- 
ics, how  to  manage  an  advertising 
agency,  how  to  get  clients,  how  to 
keep  clients,  how  to  build  great 
campaigns,  how  to  write  potent 
COpy,  how  to  make  good  tv  com- 
mercials. 


David  Mtxteb  to  vice  president 
of  Ted  Bates. 

Joseph  Marone  to  vice  presi- 
dent and  television  group  head  of 
Sullivan,  Stauffer,  Colwell  &  Bayles, 
He  was  with  Sutherland  Produc- 
tions as  general  manager,  producer 
and  director. 

Palmer,  Stone  and  Gray 
vice  presidents  at  BBDO 

William  B.  Palmer.  William  S. 
Stone,  and  Brian  R.  Gray,  creative 
supervisors  with  Batten,  Barton. 
Durstine  &  Osborn,  have  been 
named  v.p.'s.  Palmer,  who  joined 
the  agency  in  1956,  is  supervisor 
on  Lever  Bros.,  Swan,  United  Fruit, 
and  Schaefer  Beer  accounts.  Dur- 
ing 1959  and  1960  he  was  copy 
group  head  on  Liberty  Mutual. 
Sheraton  Hotels  and  the  Boston 
Globe  in  the  agency's  Boston  office. 
Stone  joined  BBDO  in  1954,  super- 
vises the  I?.  F.  Goodrich  and  Chev- 
ron accounts,  and  has  worked  on 
American  Tobacco.  Bristol-Myers, 
l)u  Pont  and  the  New  York  Times 
accounts.  Gray,  who  joined  the 
agency  in  1956.  has  worked  on  the 
Armstrong  account  as  copywriter, 
up   head,   and   creative   super- 

\  isor. 


Thomas  F.  Maschler 

Perrin  £r  Associates  elects 
Thomas  Maschler  exec  v. p. 

Thomas  F.  Maschler  has  been 
elected  an  executive  vice  president 
of  Perrin  6c  Associates  advertising 
agency,  in  Chicago.  Maschler.  a 
former  vice  president  with  Kenyon 
6c  Eckhardt's  Chicago  office,  first 
joined  the  Perrin  agency  last  Fen 
ruary  as  general  manager. 

AlbertFrank-Guenther  Law 
names  Fest  Phila.  Mgr. 

The  appointment  of  Robert  G.  Fest 
to  manager  of  the  Philadelphia 
office  of  Albert  Frank-Guenther 
Law.  advertising  and  public  rela- 
tions agency  with  headquarters  in 
New  York,  was  announced  last 
week.  Fest  is  a  vice  president  of  the 
agency,  a  position  to  which  he  was 
elected  in  195S.  Prior  to  joining  AF- 
GL  as  account  executive  in  1953,  he 
served  as  advertising  and  public  re- 
lations manager  for  Daystrom  Fur- 
niture, in  Olean,  N.Y. 


Robert  G.  Fist 
SPONSOR    23    SEPTl  MBI  R     19(4 


How  the  average   advertiser   "loses"   his  audience   in  the   newspaper 

Total  circulation       100 


A  77%  B  3  5       C  b       D  14 

(A)  77%  miss  ad;  (B)  3.5%   tail  to  associate,  and  (C    5<\    tail  to  read  most  ot  it    This  leaves  advertiser  with    0     14  5  i   readership 


TV    MEDIA 


Number  of  factors  can  be  used  to  compare 
effectiveness  and  efficiency   of  tv  and  the  press 


M 


JAMES    \    LANDON 

ttsvari  li  tlirectoi 

\\  )\l .  Jacksonville,  I  la 

Tin  efficiency  oJ  \  arious  .id\  ti  t  iv 
ing  media  can  \  ar) .  depending 
upon  tlic  individual  market.  Since 
most  newspaper  and  television  ad- 
vertising is  purchased  on  an  indi- 
vidual market  basis,  it  can  l>e  worth- 
while tor  the  media  buyer  to  ana- 
ly/.e  the  media  situation  at  the  local 
harket  level. 

( lomparing  the  eflBciencj   oi   el 
feetiveness  ol   newspapers  vs.  tele- 
vision  is   not   an  eas)    matter,   na- 
tionally or  local  h  .  I  low«\  er,  there 
are  certain  elements  that  can  sen i 
.is  ,i  "checklist"  for  comparing  these 
two    media    in    a    specific   market 
These  factors  can  form    i   gem  ral 
anah  sis 

1.  Readership  vs.  viewing  audi 
ence 

2  Percentage  ol  .n\\  ertising  con- 
trol 

Audience  1>\  size  or  length  ol 
Belling  m  essage 

I  Change  in  rates  and  circula- 
tion o\  er  period  of  time 

5  Newspaper  \s  t\  COSl  per 
thousand 

6.  Coverage  ol  the  market 

lii  Jacksom  tile,  as  in  other  mar- 
kets, the  newspaper  lias  done  a 
satisfactory  job  for  most  advertisers 
in  the  past.  But  in  Jacksonville,  the 


media  picture  lias  changed,  and  1 1 1 1 •> 
maj  aKi i  he  true  in  other  lo<  al  mat 

kels     It    is  now    time  lor  a   ie  e\  aln- 

ation  ol  media  and  the  budgeting  ol 

dollars  lor  each.  Let  s  see  w hat  the 
checklist  foi  comparing  newspaper 
and  t\  n  \  eals  in  |acks<  >n\  ille. 

1.  Readership  vs.  viewing 

Man)  advertisers  continue  to  !>n\ 
newspapei  ads  on  th<'  basis  ol  total 

(  in  ulalion  rather  than  a<  tnal  read 

.  rship.  Tins  is  hke  buying  television 
on  the  basis  ol  coverage  an ea  rathei 
than  ratings! 

In  I960,  Damel  Stan  h  &  Stafl 
i  onducted  a  readership  stud)  ol  the 
local  moi  ning  papei  in  [acksom  ille, 
the  /  lorida  Times  '  nion  Starch 
measured  65  national  and  local  ads 
appeal  ing  in  an  Vugusl  issue,  and 
found  that  onl)  23  pa  <  ent  ol  the 
adult  readers  noted  the  average  -^ 

I  his    means    that    an    ,n  I  '    77 

pei  i  ent  missed  the  print  .^\  st.m  h 
reported  that  anotha    I  5  pei  i  ent 

hilled  tO  assm  i.ite  the  a\  I  la-e  .n\ 
w  it  1 1  the  name  ol  the  produi  t    COTO- 

|).m\    "i   s,  i  \  h  <    being  -u\\  ei  tised. 

I  1 1 i.i ll\  .  an  additional   5  pel   i  ent  ol 

the  readers  faih  d  to  r<  ad  al  hast 
hall  oi  the  cop)  m  the  average  .n\. 
Iea\  ing  an  avei  '■  most  read 

.  rship  ol  onl)  1"'  p<  i  i  ent — oi  in  the 
case    ol    thi     /  inn  s  '  nil  n      tbout 
14,000  adults    so,   (  hart  One 
On  w  |.\  l         Drdin  \  I    the  latest 


Nielsen,  tin 

<  ommi  i<  ill    message   in<  ludes   71 

iMti)  adult  \  iewers  pei  quartet  hour 

Monda)  through  Fridaj    9  VM 
Midnight      w  |\l    n  a<  hes  I  11,000 
adults   |)i  i    quartet    hi rui    in   i>i  ime 
time   and    18,000  during   weel 

allei  noons      \||    ol    these    nidi\  idual 

nle\  ision  audiem  es  < I  mdi\  id- 

ii. d  pi  nit  .n\  readership    \<\>\  t(   this 
tin    fa<  i  that  on  te|e\  ision    an 
\  iiiiM  i    .  ,m   bettei    select    his 

in. n  \    audu  i 

i  s    i  hildren  "i   i  ntin    family — 
and    he   can   add    the   features   ol 

sight    sound  and  demonstration 
2.  Advertising  content 

Its  •  | * 1 1 1 •  -  possible  that 

advertising    situation    m    a 
pap  i   i  an  (  onb  ibut  lativel) 

small  readershi]  tor  individ- 

ual   ads      In    |ai  ks.  n\  il 
new  spapei     aiU  !   two  thirds 

i.T  p.  i  .  ent    ol  thi 
week  measured  in  Novetnb* 
( rvei  halt  ot  thi  v.»s 

devoted  to  .uU'  'its  in  < ' 

issue    ranging  I 

I  in  sda)   to  77  •  on    l'huis 

da)    I  i   ••    M   nda)  through  s.itur 
dav    ex<  luding  the  Sunda) 

with    its    COmiCS    and    SUppI 

;t    of    a    | 

sibli 

ditorial 

0    w  l\  I    dut it 


SPONSOR   23   sum  i  mihk    1963 


jl 


TV    MEDIA 

commercials  ran  during  only  one- 
sixth  cent  I  "i  the  station's 
broadcast  week,  ranging  from  10 
Sunda)  to  18  per  cent 
on  I  hursdaj  and  Friday.  This  in- 
cluded all  commercial  time,  includ- 
ing national  and  local  spot  an- 
nouncements pins  commercial  time 
within  sponsored  network  and  local 
pi  ■  igrams. 

In  tin  newspaper,  with  67  per 
rent  ol  the  span  devoted  to  adver- 
tising, an  advertiser's  selling  mes- 
,  .in  be  lost  in  the  crowd.  On 
I  \  then  is  no  competitive  distrac- 
tion. 


3.  Size,  length  of  message 

The  readership  of  a  newspaper  ad 
depends  greatly  upon  the  size  of 
the  ad.  According  to  the  Starch 
Study  of  the  Jacksonville  news- 
paper, smaller  ads  pulled  fewer 
readers. 

Printed  ads  of  2500  agate  lines  or 
more  (larger  than  a  full-page  ad) 
were  noted  by  an  average  of  40 
per  cent  of  the  adult  readers  and 
read  most  by  29  per  cent.  On  the 
other  hand,  small  ads  of  under  500 
agate  lines  ( less  than  one-fifth  ol  a 
page)  were  noted  by  only  15  per 
cent  and  read  most  by  11  per  cent. 


<    II  \l,  I       I  WO: 

Change    in    Times-Union    rates   and    circulation 

INDEX  (1955  =  100)  Flat  line  rate  Total  circulation 


200 

r 

100 

1955 


56 


57 


58 


59 


60 


61 


62 


63 


<  II  \l;  I    THREE: 

Change  in  WJXT  rates  and  tv  home  penetration 

INDEX  (1955  =  100)  Highest  minimum  rate  Area  tv  homes 


200 


1 00 


1955 


56 


57 


58 


59 


60 


61 


62 


63 


A  TV  commercial's  audience  re- 
mains the  same  regardless  of  the 
length  of  the  announcement.  A  one- 
minute  commercial,  a  40-second 
announcement,  a  20-second  spot 
and  a  10-second  I.D.  will  all  reach 
the  same  audience  at  a  given  time. 
Regardless  of  its  length,  a  TV  com- 
mercial offers  pictures,  words, 
sound,  demonstration,  motion  and 
emotion.  Both  smaller  newspaper 
ads  and  shorter  TV  commercials 
will  cost  an  advertiser  less  dollars, 
but  only  TV  commercials  offer  the 
same  audience  exposure. 

4.  Rates  &  circulation 

In  the  Jacksonville  market,  an  anal- 
ysis   of    past    data    indicates    that 
newspaper  circulation  has  not  kept 
up    with    changes    in    advertising 
rates.  From  1955  to  1963,  the  morn-  I 
ing  paper's   average  daily  circula-  I 
Hon  increased  from  136,820  to  149,-  I 
988;  a  10  per  cent  gain.  During  the  I 
same   period   of  time,   the   paper's  I 
flat  line  rate  advanced  from  40c  to  I 
70r.  a  75  per  cent  jump.  The  eve-  | 
ning    paper's     circulation     actually 
dropped  17  per  cent  from  1955  to 
1963,  while  the  evening  paper's  flat 
line  rate  jumped  74  per  cent. 

On  the  other  hand.  WJXTs 
(hanging  rate  structure  has  virtu- 
ally matched  the  growth  of  TV 
homes  within  the  market.  From 
1955  to  1962,  TV  homes  within 
\\  JXT's  49-county  coverage  area  in- 
creased steadily'  from  139,670  to 
322.110;  a  131  per  cent  gain.  In 
comparison,  the  station's  highest 
minute  rate  has  changed  from  $150 
in  1955  to  $400  in  1962.  an  increase 
of  167  per  cent.  In  addition,  this 
does  not  reflect  the  addition  of  vari- 
ous discount  plans  to  the  TV  rate 
cards  in  recent  years  (See  chart  2  & 
3). 

In  Jacksonville,  television  cannot 
be  criticized  for  spiralling  costs.  Be- 
tween  the  increase  in  TV  set  pene- 
tration and  the  natural  growth  of 
the  market.  TV  continues  to  deliver 
good  cost  efficiency  to  advertisers. 

5.  Newspaper  vs.  TV  cost 

Another  yardstick  lor  evaluating 
the  efficiency  of  advertising  media 
is  the  cost  of  reaching  a  thousand 
people.  According  to  the  Starch 
Stuck  of  65  national  and  local  ads 
in  the  Jacksonville  paper,  the  aver- 
age  ad — based  on  the  open  rate  for 
national  advertisers  and  the  end 
discount  rate  For  local  advertis<  rs— 


11,111 

If*  ; 


,•!;'- 

:,:;':- 


Tin 


•C 


SPONSOR/23   SEPTEMBER    1963 


IcoNt  $349  .ind  was  noted  l>\  aboul 
Ito.ihmi  adull  readers  I  Ins  repre 
■st'iils  .t  i  osl  pel    M  adults  "t  |  I 

f low  about  lull  page  ada '  V< 
■cHtnlnm  tn  tin  st. in  li  Stud)  in  [ack 
Isuiiv  ille,  lull  page  ada  were  less 
■fllii  itnt  th. in  the  average  .id  ["he 
I  con  i  nl  .i  lull  page  .ul  m  the  lo<  a] 
Inioiniii^  pupei  ranges  From  s~>>" 
l(lo\M'Nt  local  rate  to  %l  886  open 
Ir.it.      .mil  ,n  i  ording  to  Star*  li    an 

■  u\<  i ..■.•■   ol  92,000  adults  noted  the 

■  a\ri.i^i-   lull  page  ad     I  his   n  pre 

■  scuIn  .hi  average  i  ost  pei  thousand 
| adults  ranging  from  s">  To'  to  sl  s  I  I 

( )u  \\  |  \  I  the  a>  erage  >  i  sl  ol  .i 
minute  commen  ial  ranges  from 
BQ2  base  rate  I  to  $1  12  lowest 
liscounl  betv  <  en  l'  Wl  and  \Iul 
light,  dail)  The  station's  average 
(ju.utii    houi    audient  •    the 

lame  period  ol  time,  in<  ludes  17,- 
Eo  I  \  homes  with  71,300  adult 
\  iewers,  I  his  represents  a  i  ost  pei 
thousand  adults  ranging  from  sl  99 
|o  $2  83,  depending  upon  the  dis 
count  lii  addition,  i<>  second  an- 
nouncements, 2"  second  spots  and 
in  mi  ond  II  ).*s  «  ill  cost  less  and 
oiler  even  better  < :ost  effi<  rencj  than 
minutes 

This  cost  p<r  thousand  compari- 
sou  is  based  on  averages  for  pur- 
poses "t  comparison.  Individual  ad- 
\titiNiis  using  either  newspapers 
or  TV  in  Jacksonville  can  expect 
their  CPM's  to  varj  from  these  av- 
erages, but  they  will  generally  fall 
between  th<   ranges  < ited 

6.  Coverage  of  the  market 

Newspapers  contend  tliat  eight  out 
of  ten  adults  in  the  U.  S  read  a 
■ewspaper  on  the  average  week- 
lay.  On  the  local  market  level, 
spare  would  have  tn  be  purchased 
h\  an  advertiser  in  several  dailies 
and  weeklies  in  order  to  obtain  that 
sort  of  market  penetration  Tins 
sort  ol  media  buying  procedure,  is 
of  course,  impractical.  It  would  cre- 
ate problems  in  mat  placement. 
bookkeeping,  correspondence  and 
would  run  cost  efficienc)  sky-high. 
In  Jacksonville,  the  morning  pa- 
pers average  dail)  circulation  was 
8  in  ll)e,;2  The  pap  r's  « ov- 
erage is  primaril)  in  the  metropoli- 
an area   |  Duval  Count)    has  66  per 

cent  ol  the  copies  dropping 
sharph  in  the  outside  aha.  as  most 
newspapers  do.  The  morning  paper 
Covers  50  per  cent   or  more  of  the 

SPONSOR    _  I    si  PTEMBFR     1 


households  in  onrj  three  1 1  lunl 
mi  luding  the  mi  | 

In  1962   the  evening  l"«  al  i 
had  an  dail)  <  in  ulation  d 

39  pei  i  <  nt  '  'I  u  huh  w  as  in 
the  metropolitan  an  a   In  the-  m- 
an  i    tin    mornii  -is  Ts 

pel    '  i  ul    ■  I    the  households  and   tin 

evening  papei  en) 

hut     both     dailies     i  milium  d     I  • 

onl)  s-  pei  >  i  nt    Ml  but  l  pa  <  enl 
■  i|  the  i  m  inn-  papei  s  i  in  ulation  is 

duplli  at*  d    in    households    n  i  i  w  ing 

the  morning  pap  i 

\\  |\  I  s  ,.\.  rag(  dail)  i  in  ulation 
i  urrentl)  represents  I  sti  <km  i  \ 
hoines    in    i(t    North    Florida    and 

S(  lUth  G  .until  s     \|nnit   hall 

ol  the  stations  i  in  ulation  is  w ithin 
tin   metropolitan  area,  a\h\  the 

t i  o\  els    50    pel     i  ellt    01     Hi'  '!■ 

the    households    III    22    (  I  "Hit: 

In  the  metropolitan  area,  when 

the      newspaper      has      ti  aditi"iiall\ 

1 1. uined   the  greatest   strength 

pel    i  ellt   o|    the  I Seholds  now    ow  II 

at  least  one  rVset  gn  ing  tele>  ision 
.1  gre  iter  potential  <  overage  ol  the 
metro  area  than  both  dail)   news 
papers  <  ombinedl 


SUMMARY 

I  he    put 

not  ' 

■ 

ind 

.lid 

in   .ui\    market     But 

media    pit  tun      has 

than    in    otl 

Ill       |  .,•     |  !,'     ill.  | 

lion     has    sl  l\        \d 

ill     till 

pi.. i  ing  I""' 

into  the  nt  « spapei   vt  ill  find  I 

b)   allocatii 

th.  and   20 

t  to  I  \ 
dow  us   the)  '  hi  in 

all     .Hi.  i.  m  \      ol     then      id'  i 

dollars  ami  ■  an  real 

peil. . mi. on  .     I  In   same  is  probabl) 
true    in    most    other    lo<  al    nui  I 
I  .    .  is    now    in     | 

h  people  t1  hed 

b)    tin  pei    T<  I. a  Lsi 

support  the  new  spa] 
ing  the  market  and 
.■nt  type  "I  adv<  1'isiii'^  imp        ^ 


And    then    this    idi'.t    iq 
comes  up  the  trail  ripht  there 
and    pi\'  .11    this    jazz 

■  A  RB. 

•    over   preat    pod 
A.RB.   Squan 

AIM 

bigger  audience  than  WITS' 
TV.   NBC   b  rth 

ilina      v  me, 

L'le.    IV. 
tinp    durk      I    a-k    how    lnnp 
;:  H 
I    say. 
that's      like      many 
rw       \.|.i 

ATTN  TV   ahead 
'     Quick    like    I 

ike 

"'.  ITS' -TV 

for 

in  WITN-TV  net  weekly  cir- 
culation, but  only  1R5.KX' 

..n      /.      She      MJ  I       how 

fp  ARB 

I    like   mr  .t   mar- 

ried   S      I   iho4   her. 
•ABB   Co»*'»|*  Study   f*b    Hard   1963 


10-YEAR 

HABIT  IN  THE 
MADISON 
MARKET! 


To  man)    advertisers,  WKOW- 

I  \  and  the  Madison  market  are 
>\  aonymous. 

WKOW-TV's  exclusive  ABC 
network  coverage  matches  neatly 
the  market's  lull  retail  trading 
area. 

Tim-,  you  define  the  Madison 
market  realistically,  cover  it  com- 
pletely, and  buy  it  economically — 
when  you  entrust  your  television 
campaign  to  \Vk()\Y-T\ 

W  hat's  more  you' i  «■  selling 
where  they're  Looking.  For  looking 
at  CH.  ~~  i-  a  ten  \  car  habit  in  the 
Madison  market  — 

\iid  wh\  break  a  good  hahit ? 


1/  (W  i^b<^ 

MADISON,  WISC 

Tony  Mo« 

VicePrcj.  1  Gen.  Mgr. 
Larry  Btntton,  Prtl. 
Jot  Floyd.  Vict-Prts. 

represented  by  Adam  Yount 
•  LdtiHU  STATION 

• 

Ben  Hovel 

WNEW-TV  kiddie  Panel 
judges  of  "Wonderama" 

Eyes  of  WNEW-TV  (New  York) 
and  Wonderama  execs  were  fre- 
quently raised  heavenward  in  pray- 
erful attitudes  that  belied  their 
cheery  smiles,  as  they  seated  a  covy 
(il  kid  critics  beside  professional  re- 
porters at  a  press  party  featuring  a 
17-minute  preview  of  the  two-and- 
a-half  hours  of  Wonderama  in  Den- 
mark filmed  on  location. 

The  idea  of  inviting  kids  aged  S 
to  14  to  review  the  show  for  vari- 
ous publications  undoubtedly  was 
heartily  saluted  when  it  was  run  up 
the  flagpole,  but  as  the  actual 
screening  approached,  thoughts  of 
the  unvarnished  and  sometimes 
alarmingly  candid  reactions  of  chil- 
dren began  to  drain  a  bit  of  the 
poise  from  those  officiating. 

Sponsor's  11 -year -old  reporter. 
Kyle  Heaney,  recruited  especially 
for  the  occasion,  remained  un- 
abashed like  a  good  reporter  should 
even  after  Wonderama's  star.  Sonny 
Fox,  asked  her  if  she  was  really 
from  "Monster"  magazine.  Deciding 
she  liked  the  show  because,  as  she 
said,  she  "'had  fun  watching  it  and 
learned  something  about  Denmark 
at  the  same  time,"  she  went  on.  "I 
never  knew  that  Copenhagen  had 
so  many  canals,  or  what  an  old 
Danish  house  looked  like.  I  had 
heard  about  the  Tivoli  Gardens  but 
often  wondered  what  they  were 
like.  Wonderama  in  Denmark  told 
me  this  and  a  lot  more." 

With  an  eye  to  growing  into  a 
lull-Hedged  nothing-is-ever-all-rosy 
critic,  she  added,  "Children  under 
7  or  8  probably  would  be  too  young 
to  understand  what  the  program 
was  ( fully  )  about,  but  T  enjoyed  it 
\  cry  much." 

Show  was  aired  on  Channel  5  yes- 
terday (9  22)  at  9  a.m.  in  its  four- 
hour  entirety,  with  the  live  studio 
audience  of  children  taking  part. 
Explaining  wli\  he  went  to  Den- 
mark to  film  the  program,  Sonnj 
Fox  said.  "The  purpose  of  the  visit 
was  to  show  what  it's  like  to  be  a 
child  living  in  Denmark,  what  the 
country,  what  the  people  are  like, 
and  to  acquaint  our  viewers  with 
the  fabled  'Fairyland  of  the  North'." 

This  special  Wonderama  show 
will  be  telecast  on  other  Metrome- 
dia stations  in  the  near  future  \c 
(ual  dates  have  not  Ix'en  announced. 


VV  D  E  F  -TV        CHATIANOOU 

a  much  BETTER  BUY 
NOW  than  last  Fall. 

CHECK     LATEST     ARB     and     NIELSEN     REPORTS 


HIGHER  RATINGS 


MORE  HOMES 


Greater  Popularity 


CHATTANOOGA 

V***A  LL  ^ADVERTISING     TiME     SALES      INC. 

NOW! 


WHO'S  GOT 
THE  AUDIENCE  IN 
THE  ARK-LATEX? 


JUST 

GET  THE  "BOOK" 

(ARB  or  NSI) 

AND  SEE! 


...AND   YOU'LL  BUY 
THE  TO  WER  OF  PO  WER 


m 


CHANNEL  6    NBC   FOR 
SHREVEPORT 


SPONSOR   23    SEPT1  mkik    1963 


TIMEBUYERS 
CORNER 


■  ( iotnpton  adds  buyer:  bene  Bourgoum 

to  Compton  (New  York)  to  buy  for  P  c\-  G  Irene 
u.is  a  media  Inner  at  Reach,  McClinton  (New 
York'  on  tlir  Levex  .ind  Breck  accounts. 

■  Vend  gets  new  media  director:  habeUe  Stan* 

n.ird  has  joined  Venet  advertising  Union,  N  I 
.is  media  director.  She  was  with  Maxon    x- 
York)  buying  tor  Gillette  Toiletries. 

■  Fa  awaj  from  home:  Buyer  Carole  lewis  will 
be  back  at  hex  desk  at  Papert,  ECoenig,  Lois  (New 
York'  on  30  September.  Right  now-  she's  enjoy- 
ing a  six-week  vacation  is  Europe. 

■  The  Wright  change:  C.  Brendon  Wright,  who 

was  an  .mount  exec  at  Hutchins  Advertising 
hestei    has  been  named  media  director  at 

the  agency. 

■  New  buyer  at  D'Arey:  Valentine  Caldwell 

now  in  the  post  of  media  Inner  at  D'ArCJ     San 

Diego). 


■  Ogren  promoted]  I  i 

upped  to  media  buyer  at  K 
\.  w   York     i  njoying 

was    an    assistant    media    Inner    and 
t  at  the 

■  New  York  BgenCJ   nanus  media  director:  How- 

ena  Pearl  Forwell  Ciampi  Feldman 

media  director  and  operation  i  r,  han- 

dlmgsuch  accounts  as  Lion  P»  kagfn 

Jackson  (  luna,  and  Th.nnasol 

■  PKL  nudia  department  adds  a  Inner:   Maria 

(  arayas,  Formerly  a  media  Inner  with  Ku.i 
New  York    has   joined   Pap  rt,  I 

■  Media  department  changes  at  Biddle:  Margie 
Hamilton  upped   tO   manager  of   the   media   de- 
partment at  the  Biddle  Company   Bloomingl 
111. i  from  her  previous  post  as  media  Inner  and 
assistant  department  managi  i    Paul  Baker 

vaneed  to  vice  president   in  charge  ot  marl 


BBBBJBHniiniiiini 


imniini!inniiini!iH!!iinni!iii!ini!iiiiii!iiiiiiiiniiiiini!iiiiiiiiiniin!iiiiuiii[inii!iinniiiininiiiii!i 


DOROTHY  SHAHINIAN: 
what  forest — this  tree? 

"Another  media  buyer  with  .,  fresh  outlook  can  in- 
troduce a  completely  new  thought  that  a  buj  er  dote 

to  the  account  wouldn't  conic  up  with."  s.n  s  Doro- 
thj    Shahinian  showing  Strong  enthusiasm  for  Kud- 

ner's  (New  York)  planning  board  method  of  selecting 

media  for  accounts.  It  really  works,'  s.n  s  Dot. 
"after  all.  the  range  of  media   is   so  great  that  one 

person  can't  be  all-knowing  about  all  media,  but  a 

small  group  Of  media  people  each  specializing  to 
some  degree  in  a  specific  medium,  can  contrihute  a 
wide  scope  of  experience  as  well  as  stimulating  and 

varied  viewpoints  to  budding  campaign  plans.''  Dot 

joined  kudner  in  March  as  adiuinistratn  e  assistant 
to  the  agency's  nucha  director:  works  on  the  Good* 

vear  lire  fit  Rubber,  Fisher  Bod)    General  Mot. 

SJ      I  elm   &    link,   and   Hcaunit   Mills   accounts, 
and  is  a  ineinher  of  the  media  planning  hoard.    \ 

graduate  of  Syracuse   University,  she  began  bet 

career  as  a  research  assistant  at  W  \l  NN     Nl  W    l  ork  . 

later  spent  nine  years  with  Fuller  &  Smith  8l  l'xiss 
where  she  was  associate  media  director.   Dot   lives 

in  Tcnaily.  \.  J.:  boasts  she's  a  87-hole  a  da;  golfer. 


55 


TIMEBUYER'S 
CORNER 


23  September  1963 


supervising  the  media  department.  He  was  vice 
president  and  accounts  supervisor. 

■  BH&S  combines  departments:  Beaumont, 
Heller  &  Sperling  (Reading,  Pa.)  has  combined 
market  and  media  departments.  John  L.  Sper-. 
limi,  v.p.  and  a  director  of  the  agency,  named 
director  of  the  department. 

■  A  groan  and  a  thank-you  from  the  West 
Coast:  Evelyn  Klein,  Cunningham  &  Walsh 
(San  Francisco)  buyer,  is  still  groaning  about  her 
"near  miss"  in  the  recent  KPIX  drawing  for  the 
top  prize,  a  Caravelle  sports  car.  (See  photo.) 
Seems  Evelyn  walked  in  with  the  winner,  Kay 
Shelton  of  Botsford,  Constantine  &  Gardner, 
but  none  of  Kay's  luck  rubbed  off.  Lucky  Kay 
is  thanking  her  stars  she  arrived  home  from  her 
Hawaiian  vacation  (TIMEBUYER'S  CORNER 
26  August)  in  time  to  attend  the  KPIX  shindig 
to  walk  off — drive  off,  that  is — with  the  big 
prize. 

KAY  SHELTON  WINS  A  CAR 


SAM  l  i;\\<  is(  O  STORY i  Kay  Shelton,  Botsford, Con- 
rtantine  fii  Gardner  media  director,  beams  as  Howard 
Marsh,  KPIX  Television  sales  manager  hands  her  keys 
to  the  Caravelle  sports  car  she  won.  Kay  joined  150 
other  San  Fran<  1st  o  agt  u  j  people  at  Tradi 
a  luncheon  presentation  of  the  station's  fall  program- 
med up  by  winning  die  top  prize  of  100  prizes 
awarded  in  drawing  conducted  1>>  the  west  coast  station 


MILTON  DE  LUGG  leads  Darla  Hood,  Francine  Car- 
roll, Rosemary  Jun  in  rock  'n  roll  "Dream  Date"  tv  spot 


■  Tots  target  for  Transogram:  The  Transogram 
Co.  (New  York),  utilizing  a  $1  million  ad  budget 
is  currently  reaching  for  the  kid  audience  with 
a  till-the-end-of-the-year  drive  of  filmed  60-sec- 
ond  tv  spots  spread  over  a  13-week  period  on 
more  than  38  stations  across  the  country.  The 
toy  manufacturing  firm  is  concentrating  effort 
on  three  items  this  year  instead  of  spreading  the 
budget  over  a  large  number.  Commercials  plug 
"Pretzel,"  toy  dog  game  for  kids  up  to  8  years; 
"Dream  Date,"  game  for  sub-teens  pushed  by 
rock  'n  roll-backed  spot  (see  photo  above);  and 
"Miss  Popularity,"  game  for  sub-teens  and  teen- 
agers. Company  will  also  co-sponsor  "The  Cow- 
boy and  the  Tiger,"  hour  tv  musical  spectacular 
starring  Sonny  Fox,  set  for  25  markets  for 
Thanksgiving.  Agency  is  Helitzer,  Waring  & 
Wayne  (New  York). 

RADIO   BUYING  ACTIVITY 

►  International  Holidays  planning  spot  drive  on 
15  California  stations  to  test  new  membership 
plan  offering  discounts  on  vacations,  eateries, 
etc.;  plus  savings  on  tires,  cameras,  etc.  If  suc- 
cessful, firm  will  break  campaign  of  36,000  min- 
ute spots  on  over  400  stations  before  end  of 
year.  Agency:  Safyan  Wales  (San  Francisco). 

TV   BUYING  ACTIVITY 

►  Mogen  David  Wine  (Chicago)  has  announced 
plans  for  a  new  campaign  to  begin  29  October 
combining  spot  tv  and  network  radio.  All  four 
Mogen  David  wines  are  to  receive  heavy  satu- 
ration on  spot  tv  in  major  markets;  while  30 
spots  per  week  are  scheduled  on  the  NBC  Radio 
Network  and  15  per  week  on  the  ABC  Radio 
Network  for  an  eight-week  period.  Agency  is 
Edward  H.  Weiss  &  Co.  (Chicago). 


56 


Sell  them  dietary  products?  Fat  chance! 


When  it  comes  to  selling  dietaries,  the  teen  markel 
offers  pretty  slim  pickin's.  Overweight  is  more  an 

adult  problem.  And  if  you  want  to  reach  adults  in 

Indianapolis.   WFBM    is  your  station.   For  we  are 
Openly  partial  to  grownups  in  our  music  and  other 


■.iminin. 

They  lean  heavily     ifyoull  the  pun     to  the 

greal  show  tunes  and  popu 

erday.  Wb  their  way  ofswini  d  dollars 

our  waj       unl  Indiana] 


Put  your  ad ■      '  •■• '  'le  mor- 

WFBM  RADIO 

DiiO  0[fcDO0^[fcDAP>©(L0© 

7ME   BIT M    vt-RO   MARKET    .    REPRESENTED   BY 


TIME 

LIFE 

MM 


SPONSOR    _'.;   si  imi  \iiu  k    1903 


SPACE  VEHICLES  A  PROMO  BONANZA  Helicopter  and  space  vehicle  (above)  may 
not  H\   in  the  sky,  hut  they  arc  sky-high  when  it  tomes  to  success  as  promotion  idea 

TV    MEDIA 

"Space  vehicles"  rationed 


Two  spate  vehicles,  a  helicopter 
,ind  a  space  station  on  wheels,  have 
proved  to  be  big  moneymakers  for 
VWEC-TV,  Norfolk-Hampton,  Vir- 
ginia. 

The  station  asks  DO  extra   lee  lor 

the  use  of  the  vehicles.  It  lends 
tliein  out  to  advertisers  who  buy 
$500  ol  station  time  within  one 
week,  or  $300  lor  13  weeks.  The 
trade  deal  lias  been  so  successful 
that  WVEC-TV  executives  saj  they 
no  longer  have  to  sell  the  idea,  hut 
must  ration  out  the  vehicles  in  order 
that  they  do  not  become  too  fa- 
miliar in  the  area  and  lose  their 
draw  ing  power. 

The  helicopter,  costing  $4,000, 
and  the  space  station,  at  $5,400,  are 
used  as  rides  lor  children  similar 
to  an  amusement  park  attraction. 
The  advertisers  promote  the  space 
vehicles  in  their  print  and  broad- 
<  ast  advertising— an  additional  plus 

for    tin-    station.     Man)     sales    have 

be<  ii  attributed  to  the  availability 

"l  the  vehicles.  Within  the  first  six 

months    the)     paid    lor    themselves; 

ovei  die  two  \ ears  ol  sen  ice  the) 
have  equalled  their  value  man) 
times   sav  s  a  station  spokesman. 

W  hat  do  advertisers  think?  Janal 
shopping  <  enter,  tor  one.  used  onl) 
tin   helicopter  in  ( Ihristmas  promo- 
tion last  year.   Howard  St.mlev .  ol 
I  avalier,  wrote: 


"It  was  a  most  successful  promo- 
tion. Two  thousand  kids.  We  had 
hoped  to  use  a  real  helicopter  but 
the  city  wouldn't  let  us.  The 
WVEC-TV  helicopter  was  just  as 
effective.  As  a  matter  of  fact  we 
were  so  pleased  with  the  results  we 
used  both  vehicles  last  month  for 
our  anniversarv    celebration. 

Macatee,  Whitely  upped 
at  Washington  stations 

As  a  result  ol  expanded  sales  ac- 
tivity, Evening  Star  Broadcasting, 
Washington,  D.C.,  has  announced 
several  executive  changes.  Charles 
\.  Macatee  (left),  national  sales 
representative  for  WMAL-TV-Ra- 
dio  since  1962,  has  been  named 
national  sales  manager  for  WMAL 
Radio  and  will  act  as  liaison  man 
between  WMAL  Radio  and  the  sta- 
tion's national  sales  representatives, 
McCav  ren-Guild.  His  \  ideocounter- 


Macatee 


part,  Robert  F.  Whitely,  has  been 
named  national  sales  representative 
for  WMAL-TV  and  will  operate  as 
liaison  between  the  tv  station  and 
its  representative  firm,  Harrington, 
Righter  &  Parsons.  Other  promotions 
include  Alexander  Sheftell,  now  ac- 
count executive  for  WMAL  Radio, 
upped  to  local  sales  manager;  and 
William  Roberts,  formerly  v. p.  of 
Kal,  Ehrlich  and  Merrick  Advertis- 
ing,   to  account  executive. 

Food  broker  not  middleman 
more  like  "everyman" 

The  food  broker  is  no  longer  just 
a  middleman.  In  fact,  he  is  being 
called  upon,  in  the  complexities  of 
today's  economy,  to  be  more  of  an 
Even  man,  according  to  TvB's  Xor 
man  E.  Cash.  The  bureau  president 
told  last  week's  (16)  gathering  of 
Raleigh.  N.  C,  food  brokers,  dis 
tributors,  media,  and  trade  associa 
tion  executives,  that  principals  are 
demanding  that  brokers  offer  ser 
v  ices  beyond  normal  sales  and  mer 
chandising  activity  in  order  to 
assess  the  fast-changing  character- 
istics and  sales  trends  of  their  mar- 
kets. 

"Brokers  are  the  lines  of  commu- 
nication among  advertisers,  agen- 
cies, local  media,  and  retailers,"  he 
said.  They  now  must  offer  "coun- 
sel on  pricing,  store  surveys,  pro- 
motion, sales  forecasts,  and  gnfl 
recommendations  on  advertising 
and  media."  Reminding  the  brokers 
that  since  1960,  the  top  100  national 
advertisers  increased  tv  s  share  of 
their  ad  expenditures  from  53.5% 
to  57.9cr  and  that  the  total  tv  adv  er- 
asing expenditure  is  expected  to 
hit  $2  billion  this  year.  Cash  said 
that  "becoming  experts  in  the  field 
ol  advertising  media  is  more  of  an 
obligation  now  than  it  was  two 
years  ago  because  of  the  growing 
endorsement  of  tv  by  the  country's 
most  successful  product  manufac- 
turers." 

Cash    urged    the    local    business- 
men to  capitalize  on  the  new  re- 1 
search  center  in  the  middle  of  the 
Raleigh-Durham-Chapel    Hill    re- 1 
gion,   which   is   making   a   big  eco- 
nomic   impact    on    the    area.    "The 
value  of  Triangle  Park  will  increasfc 
in     proportion     to     the    kind     and 
amount    of     individual    and    grou 
effort   poured  into   it."  challenged! 

Cash. 


[url 
Met 


Mo: 


SPONSOR    L\;   si  ni  xtiuK    !"(>.;    .'., 


\l.ili  aim   M    Bui  leton 

Burleson  named  v. p.  for 

Metropolitan  Broadcasting 
Malcolm  \l  Burleson,  Formerlj  di- 
hctoi  ol  engineering  foi  Metro 
poht.in  Broadcasting,  has  been 
n. tincd  \  ice  president.  1 le  w  ill  con- 
tii  11  it-  in  maintain  headquarters  .it 
tin-  corporation's  W  ashington,  I )  C 
Itation  W  II  G-T\  and  w  ill  retain 
Ins  posl  "I  directoi  ol  engineering, 
a  position  he  has  held  since  the  sta- 
tion  s  inception  in  L947  Prior  to 
tint,  he  was  associated  with  the 
Allen  B.  Dn  Mont  Laboratories. 
Ikiring  the  war  years,  Burleson 
taught  radio  theoiy  and  mathe- 
matics for  the  Coast  Guard  and  the 
I     S   Signal  ( lorps. 

NEWS   NOTES 


( .1 1  (rci  N<  'in  oiin  to  the  publicity 
|  and  public  relations  committee  for 
tin  \  ">  chapter  ol  1 1  •  *  -  National 
Ae.uleim  ol  Television  Vrts  and 
Iciences  Norford  is  consultant  to 
the  State  ( Commission  foi  I  luman 
Rights 

l.i  \  Goi  dbi  rg  to  manager  ol  pro- 
ur.im   development    For    K.BC   TV. 
Eoi  dbi  rc     was     W  ltli     BB1X  » 
broad <  .ist  i  .  iordinator. 

ROBI  in     11  UUUS    to    telex  isiOD    .u 

count  executive  at  WSAZ  l\    I  hint 
bgton,  W    Va.  He  is  .i  formei  mem- 
hei  ol  tlu    ki  Co.'s  advertising 

stall 

ROBI  HI      II  \Kk\l  ss     to     tele\  ision 

aceoiint   executive  tor  \\\1U    1\ 
Biimli. initon.    \     "i     Harkntess   was 
\\ ith  \\  I \ R  r*V  in  .i  similai  capac- 
ity. 

Roberi    Brown    to   coordinator, 
corporate  information  at  \  B< 

SPONSOR   _'  !   si  pii  miu  k    1%  I 


|  \<  k    \\  \y  M  \\    to   st.itl 
din  troni(  Industrie  s  Vs 

sik  i.itn mi  s  (  ■  msumci  Products  Divi- 

sn  m 
|     k 

dent       I     \     (       \i.  Is,  ii 

I         '    \l;|.    \ll  ss|\  \      |ll     to   .isslst.llit 

dm  VBC  News 

WllXIAM    I       \li  i<  in  I  I     t,.   dn.  . 

toi  i 'I  new  s   |ii.  and  publii 

..11. nis    foi     w  I  Ml  I  \      Dayl 
Beach  ( h  landi  > 

\  m  i     Newman    to    din 
new  s  and  publii  affairs  nl  \\  I  l  <  • 


l\     Washington    D    I 

k    |     Mi  hi  M 

S.lll    S      III 

s.  In  ii. .  i.i. I\    1 1 
vis  (       ' 

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Hii  i  S  mm  i  n  t"  in. in  -III 

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man  Kill    I         \ 

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KALO    I  ittli    l 


U£!Z 


'Warda/ilueKs 


PRESTO. CMAKGO.TilUf 
I'M  GOING  TO  TURK 
YOU    INTO  TWINS. 


T 


cease  youk 

CHILDISH  PKAIht 
irYOCEOfiO  SUCH  AN 
tV/tNT  WOULD   &t 
CONTRAKY  TO  AIL 
NATURAL    LAWS 


_  OH  Yl  Am' 
WEli  MOW  OlP  \NVhJ 
INCKtASt    ITS  MM 
BY'  8S%    THCM    ' 


WbKFOk'P,  YOU 

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mi  r  pipn'i 

A  USE    WAk/ic. 


-TU£Y'    guiLT    A   TKCMENPOUS   NEW 
SATELLITE-     WW  UF-TV  IN     SftUU 
STC.  MAK|£    -  WW1CM    REACHES   AN 
ADPlTlONAL     AUOltNCE    ALMOST  AS 


MAGICAL  GROWTH  EXPLAINED! 


When  W  W  r*V  planned  its  WW!   P  I  \ 
lite    in    S.iult    stc     M.ine.   «c   anticipated   an 
audience  increase  "!  Y  I.Jf  ,      and  that  sounded 
vers  fine  to  our  adver:  - 

Imagine  our  delight  when  ARH  (  s 
showed   thai   we  had   increased  our  audience 
actuall\  Ss'",    ii  the  I      s    .;,.ne.  n.>t  including 
some    mights    important   <  anadian   coscragc. 


The   upshot'     Well,    wee  t    the 

greatest     almost  untiivosered     market  in  the 
nation  f     counties   --    nearlt     a     - 

people  —  retail   sales   nearU    A    BILLION 
I>OII   \Ks     \K    it  four  times  morr   IY 

\.hj  mas  he  the  onls  adver- 
tiser   in    \our    industrs    who    see- 
about  it    Ask  As . 


WWTV/WWUPTV 


CAMUCTRlvfRSL  CITY 


SAUIT  STf  MAI* 

•      •     «     | 

CM  •   ttc 


RADIO    MEDIA 


Improved  research  sparks  business 

ABC  Radio  reports  substantial  advertising, gains 


i  ad 
f 


VBC  Radio  reports  .1  substantial 
sales  growth  For  1903.  with  billings 
lor  the  uncompleted  third  quarter 
this  \i  11  already  56%  ahead  of  the 
completed  '62  third  quarter,  and 
the  fourth  quarter — with  four 
selling  months  remaining  —  29% 
ahead  <>f  quarter  last  year. 

This  r0S)  picture  was  painted 
1>\  tin  network's  sales  v. p.,  Theo- 
dore \1.  Douglas,  Jr.,  for  repre- 
sentatives of  more  than  LOO  east- 
ern affiliates  attending  their  an- 
nual meeting  in  New  York  last 
week.  The  attendance  figure 
brought  to  more  than  250  the  num- 
ber ol  station  representatives  par- 
ticipating in  ABC  Radio's  four  re- 
gional meetings  in  ten  days. 

Douglas  also  noted  that  each 
quarter  this  year  has  shown  an 
increase  over  the  previous  one; 
there  were  20  52-week  advertisers 
in  L963  highest  number  in  many 
years    and  the  summer  months  of 


'63  were  the  best  in  ABC's  recent 
history. 

President  Robert  R.  Pauley,  who 
conducted  the  session,  attributed 
much  of  the  renewed  advertiser 
interest  in  network  radio  to  "vastly 
improved  audience  measurement 
techniques.  Sindlinger  &  Co.  has 
clone  much  to  inform  agencies  and 
sponsors  as  to  where  their  radio 
money  will  be  going — and  more 
realistically  than  radio  sponsors 
had  become  accustomed  to." 

As  examples  of  network  radios 
ability  to  carry  sponsors'  messages 
successfully  throughout  the  coun- 
try, Pauley  pointed  to  Campbell's 
V-8  Juice,  The  Mermen  Co.,  and 
Hastings  Mfg.,  all  of  which  he 
said  credited  radio  as  the  single 
most  important  factor  for  their 
steady  sales  increases  during  the 
past  few  years. 

Pauley  also  confirmed  ABC 
Radios  plans  to  program  shows  for 


HOW  YOU  GONNA  GET    EM  BACK  TO  THE  FARM? 


<  •-  tting   read)    for   recent   meeting 
ol    Natl.    Asm.    of    T\    .iml    Radio 
I  .mi.    Dim  .  toi  -    at    ( Iherrj     Hill, 
N  I     ar<    1I1     Ed   Ginn,   Hercules 
Powdt  1  (  ■>    Paul  Dobin,  \  |    v  n 
■  ultun    Depl      Bill   Bode,  W<   M 
Philadelphia;    honorarj     chairman 
Philip    Vlampi    \  I    secy,  oi   agri 
1  ultun  'mi. in    I),     Gi 

Webstei     \\  I  II..    Phila  .    ... 

Hu   l.      I  •  rguson      WCA1 
1       ies,  Kl  VB,  Omaha,  natl. 
N  \  rRl  I)    pres  .     Hill    (  ourtenaj 
will        lohn     Heiskell,     WSAZ 
W    \  .1     Conwaj   Rob 


inson,  WBAL,  Baltimore;  Amos 
Mace,  "I  host  Cherrj  Hill  Inn. 
Back  row  (1-r):  Vmos  Kirby, 
VV<  \t  :  Charlie  Slate.  Carolina 
Radio  Network;  Layne  Beaty,  U.S. 
\ "in  ulture  Dept;  Norman  Kraeft, 
Mutual  Broadcasting,  Washington, 
D.C.;  Bob  Palmer,  Cunningham  & 
Walsh,  N.Y.C.;  Frank  Atchley, 
Grocer)  Mfrs.  Assn.  ol  America, 
N.Y.C.;  Walter  Streightiff,  Ameri- 
1  in  Lamb  Council.  Denver;  Tom 
[msweiler,  Pa.  Agriculture  Dept.; 
'"ins  Havrilla,  Lamb  Council; 
<  leorge  Soule,  du  Pont  Co 


h. 


local  sale  this  fall.  One  of  those  he 
discussed  was  The  Minds  Eye,  a 
daily  night-time  drama  series  to 
bow  late  this  year. 

Affiliates  were  also  told  that  be- 
ginning 27  October  four  Flair  Re- 
ports segments  will  be  added  on 
weekends;  The  Tom  Harmon 
Sports  Show  will  be  expanded  to  " 
15  minutes  on  Saturdays  and  Sun- 
days,  and  new  news  programs  will 
be' added  at  6:30-6:40  p.m.  Satur- 
days and  Sundays.  Pauley  said  high  '>■ 
listener,  advertiser,  and  affiliate 
response  toward  the  new  Flair  Re-t 
ports  was  responsible  for  addition  I 
of  the  segments. 


Better  selling  techniques,  , 
clear  thinking  called  for 

"Plain  old-fashioned  Norman  Vin- 
cent Peale"  with  a  dash  of  one-up- 
manship highlighted  a  talk  on  sell- 
ing by  radio  representative  Robert 
E.  Eastman  last  week  before  the 
Columbus  (O.)  Sales  Executives t'uri 
Club. 

As  samples  of  bad  technique,  the 
head  of  Robert  E.  Eastman  &  Co. 
picked  out  some  negative  manner- 
isms that  "bug"  him,  such  as  "to  be 
perfectly  honest  with  you."  imply- 
ing mendacity,  or  "obviously,"  im- 
plying obtuseness  on  the  listener's 
part. 

He  called  for  clear  thinking  by 
salesmen    and    less    preoccupation' 
with  "image,"  emphasizing  more  the 
immediate  problem  of  selling  and 
circulating.  "\\  ith  a  national  adver 
tising  expenditure  of  $33  million  .1 
clay,  the  ads  or  commercials  ol  \  es 
terday  or  last  week  arc-  quickly  bur- 
ied .  .  .  We  cannot  afford  millions  of 
dollars  to  create  a  nice,  warm  leel- 
ing  about  a  product.  We  must  sell 
it  and  sell  it  now." 

Eastman  also  recommended  a 
technique  ol  questions  as  flattering 
to  the  prospect  and  helpful  to  the 
salesman  in  learning  his  needs.  "The 
man  or  the  team  that  is  steamed 
up,  Working  hard  and  has  the  can't- 
be-beat  attitude  is  going  to  win. 
That  is  just  plain,  old-fashioned 
NOrm.in  Vincent  Peale." 

SPONSOR  23  septi  mbi  k   1968 


Radio  to  play  big  role  at 

Pontiac,  broadcasters  told 

■peaking  to  the  Michigan  \«n  ol 
proadi  .isti  i s  mi  Ins  i.i\  01  iii-  Mil) 
ci  i  I'uMti.ii         the  <  ompan)  s 

idvei  tising  managei  li.nl  mui  li  t" 
i;i\  lui  radio  .is  the  long  time 
Backbone  ol  Pontiai  s  advertising 
Bans  1964  is  no  exception  and 
Hiile  outlining  radio's  i"l<  in  tin 
1 1 1 1 1 x I ■  m  tion  i 't  (In  iirw  line,  John 
•'.  Malone  posed  .1  challenge  foi 
lir  i  Mi  uti\  es  ni  attendant  e 

In   setting   up   tins      L964   ad 
>rogram,  we  have  found  thai  one 
>f  our  tnajoi    problems  in  buying 
1.1s  been  tin    lack  <>l  definiti\ <■  au 

lence  measurements,"  bemoaned 
■alone.  "I  here  has  been  .1  greal 
leal  oi  quantitative  information 
ivailable.  Recentl)  stations  and 
hen  .issm  iations  started  to  Fui 
lisli  advertisers  with  qualitative 
■formation,  giving  nut  numbers 
nit  demographic  information  that 
an  be  matched  to  the  profil<  ol 
hr  purchasers 

"Here's  where  you  can  help  us 

1  assisting  in  making  our  doll  urs 
go  Further  and  make  this  medium 
.vork  harder  lor  us.  You  should 
•ontiniic  with  even  greater  effort 
o  standardize  your  rating  measun 
Bents,  circulation  figures,  coverage 
lata,    home-plus-car    listenership." 

Disa>  ow  ing  an)   designs  on  set 

nd  place  in  auto  production  and 

tales,    Malone   said    "we    sincerel) 

lope    that    with    the    help    ol     you 

■oadcasters  we  can  hold  firmly  to 
hird  place  in  the  industry     Pontiai 

ias  o\  er  the  \  ears  used  a  \  ai iet\   ot 

ppro.u  Ins  to  broadcast,  from  foot- 
>all      games     and     other     network 
ports  programing  to  spot   t\    and 
adio.  the  latter  ha\  ing  taken  pi 
It'liee      in      most      recent      seasons 

Email)  all  announcement  activity 
ias  been  concentrated  in  one  week 

with  as  close  to  saturation  as  we 
h  get.  For  the  fust  time  during 
he  1963  model  year,  Pontiai  made 

■tensive  use  ol  radio  (limits — 17 
veeks    ,.|    spots    in    more    than 

n.ukets    with    an    expendituri 

Marl)    triple   the   amount    spent    in 

>r<\  ions    v  i  .i  s     Radio   « ill    again 

majoi  role  in  Pontiai  s  1964 

■mouncement   planning.    \nd.   on 

2  ()i  toher.  Pontiac  w ill  have  the 
Todau    .mil    Tonight    shows    and 

V  ii  •  n    Borge,    Bing   (  rosb) , 
ind  a  flight  ot  spots 

iPONSOR    2       SI  PTEMBER    1%3 


Floyd  Ottowoy 
WSYR    GANG 


Carol  Johnton 
WOMEN 


It  packs  a  friendly  punch    Stroll 

down    the    street    with    Deacon 

Doubleday   or   Carol   Johnson   or 

Fred    Hillegas.    Watch    the   smiles 

light   up   peoples'   faces,-   hear   the 

known  -  you-all  -  my  -  life     greetings 

from   total    strangers. 

This   friendly    attitude    is    for    you, 

too,  when  these  personalities  are 

selling   for   you.    And,    that's    why 

WSYR  Radio  is  the  greatest  sales 

medium    in    Central    New    York. 

So  you  see  what  happens: 

Personality   Power   =   Sales 

Power    for    you    in    the     18- 

county    Central    New    York 

area. 

nstant  friends  for  what 
you  have  to  sell 


6,11  O  Donnrll 

SPORTS 


rs  C 


Alan  Milair 
MUSIC 


Dtocon   Doub'rdOf 

:  l. 


Rrprvttntrd  Notionolly  by 
THE    HENRY    I     CHRISTAl    CO      INC 

•      BOSTON      •      CHICAGO 
DETROIT      •      SAN    FRANCISCO 


61 


WOWO  OFFERING  PRIZES  AT  PRESENTATIONS:  Sandy  Roemer,  secretary  at  the 
station,  poses  with  some  of  the  over  $5,000  in  merchandise  awards  to  be  given  out  to 
thosi  -ill,  riding  tins  year's  sales  presentation.  Top  prize  is  82,000  Caribbean  cruise  for  two 


RADIO    MEDIA 


WOWO  begins  "road  show1 


Ft.  Wayne's  WOWO  took  to  the 
road  last  week  with  an  18-minute 
slide-tape  sales  presentation  to  be 
shown  21  times  initially  in  L9  cities. 
Consisting  ol  120  special  color 
slides  narrated  tape,  and  a  visual 
display,  the  fact-and-figure  package 
is  designed  to  assist  WOWO's  rep- 
resentatives, Wl  Radio  Sales,  in 
promoting  the  Ft.  Wayne  area  as 
the  ISth  radio  market  in  the  U.  S. 

The  tour  began  last  Monday 
i  16)  and  will  continue  through  the 
week  before  Thanksgiving,  during 
which  time  presentation  will  have 
been  given  in  Marion,  South  Bend, 
Indianapolis.  \luncie,  and  Ft. 
Wayne,  Ind.;  Toledo.  Cincinnati, 
and  Lima,  Ohio;  plus  Boston  (to- 
day'. New  York  (tomorrow  and 
Wednesday  I,  Philadelphia.  Detroit. 
Chicago,  Milwaukee.  Minneapolis, 
St  Louis,  Kansas  City,  San  Fran- 
i  iseo.  and  Los  Angeles. 

Hosted  1>\  station  sales  manager 
II.  I ).  I  Tom  I  Longworth,  the  pre- 
sentation was  produced  1>\  promo- 
tion manager  Doug  Shull,  who  ad- 
mits: It  doesn't  take  a  retinue  of 
hand)  men  to  set  it  up,  but  it  did 
take  some  planning  to  make  it  com- 
pact ei gh  to  gel  it  on  a  regular 

passengei  plane  without  arguing 
with  stev  ardess  oi   pilot." 

Shull  said  special  artists  were  en- 

•     do  the  theme  art  work  and 

'Mils    ,md    maps     and    ever) 

1    "ii    the   station    has   his 

'    m   tin    tape   presentation     In 


addition,  the  slides  were  carefully 

selected  from  hundreds  taken  in  the 
past  year,  depicting  station  activi- 
ties, public  service  events  which 
show  the  integration  of  towns  and 
farms  into  a  market  pattern  that 
gives  the  station  its  spot  as  the  18th 
U.  S.  radio  market. 

WOWO  last  year  experimented 
with  a  presentation  in  ten  cities. 
Preparation  for  this  year's  "pitch" 
was  started  when  hist  year's  crew 
returned  from  the  last  showing 
early  in  November.  It  was  further 
accelerated  when  billing  figures 
showed  that  at  least  10''  of  the  na- 
tional business  could  be  traced  in 
part  to  someone's  having  seen  that 
first  presentation. 

NEWS  NOTES 

Beaumont  station  brings  $400,000: 
KFDM  commanded  one  of  the 
grander  prices  in  recent  histor\ 
going  to  Radio  Beaumont  for  $400,- 
000.  Seller  is  Beaumont  Broadcast- 
ing Corp.,  which  has  owned  the 
station  since  1939.  Radio  Beaumont 
is  full)  owned  by  Mr.  and  Mrs. 
John  II.  Hicks.  Jr.,  and  contingent 
upon  FCC  approval  of  this  acquisi- 
tion, Hicks  proposes  to  sell  his  50' - 
interest  in  KOLE,  Port  Arthur,  to 
Badio  Southwest,   licensee,   and   his 

12'  •  interest  in  KPEL,  Lafayette, 
to  Badio  Lafayette,  licensee.  Fur- 
ther expansion  plans  lor  Hicks  in- 


clude acquisition  of  100%  interest 
in  Badio  Bryan,  Inc.,  licensee  of 
WTAW,  Bryan-College  Station, 
Tex.,  a  station  in  which  he  now 
holds  50%.  Hamilton-Landis  bro- 
kered the  Beaumont  sale. 
Religious  sect  rallies  to  radio:  The 
Episcopal  Diocese  of  Long  Island 
has  taken  its  first  big  step  into  radio 
with  an  all-Spanish  religious  pro- 
gram  aimed  at  reaching  the  <^row- 
ing  Spanish-speaking  population  in 
its  area.  Entitled  Lumbres  dc  Yida 
(  Beams  of  Life  ),  the  15-minute  pro- 
gram debuted  on  WBNX,  New 
York,  earlier  this  month.  The  con- 
tract is  for  52  weeks  and  future 
plans  include  airing  by  Voice  ol 
Americas  Latin  American  division 
and  several  local  stations  in  Latin 
America. 


NEWSMAKERS 


George    II.    Gallup    to    static! 

manager  of  WGAN,  Portland.  Hd 
was  account  executive  for  CBS 
Badio,  New   York. 

Donald  J.  TRAGESEB  to  vict 
president  of  CBS  Badio  and  gen 
eral  manager  of  WEEI,  CBS  o&< 
in    Boston. 

Billy  M.  Davis  to  production  di 
rector  of  KTBC,  Austin. 

Margaret  Sugg  to  director  o 
promotion  and  public  affairs  a 
WTOB. 

Da\s^  Deevee  to  the  sales  stal 
of  KOL,  Seattle.  Deeveb  was  vie 
president  and  general  manager  I 
Foremost  Broadcast  in  u. 

Bill  Bengtson  to  general  man 
ager  and  sales  manager  of  KOAM 
Pittsburgh. 

1 1  \\k  Greenwalh  to  sports  direc  I 
tor  of  Northeast  Badio.  a  division  (I 
Ivy  Broadcasting. 

En  Justice  to  promotion  directel 
of  WIRE,  Indianapolis. 

|o\  Holiday  to  general  managi 
of  KBOD,  EI  Paso.  He  succe 
II  \i  DAVIS  who  becomes  preside! 
and  general  manager  ol  KNOW 
Denver,  following  Trigg-Vaughn 
purchase  of  the  Denver  facility. 

John  E.  La  Guardia  to  managi 
of  merchandising  and  promotion  I 
KXOA,  Sacramento. 

WILLIAM      Nichols     to     uencTiB 
manager  of    KPAT,   Berkeley,  su< 
ceeding    Wn  liam    Calvert,   wh 
has  been  transferred  to  DlCKJ  MS 
WRIGHT'S    New    York    office. 


SPONSOR     23     SUM  I  Mill  K 


STATION     REPS 


Study  provides 
Negro  market 
dimensions 


A  market  chart  on  nearl)    .1  tlnnl 

ol  the  count: \  s  s-l  9  l>ill N 

k)  ing  powei   1  pa)   aftei  taxes     is 
Being     supplied     advertisers     and 
Igent  ies    l>\     Bei  nard    1 1 ■  >w  ard    & 
(.'().  ol  \rw   York.  The  representu 
ti\«-  In  in.  \\  ith  .1  station  list  ( ovei 
kg    65'  -     ol    the    Negi  0    market, 
Bmmissioned  Sales  Management  to 
pake  .1  geographical  selection  from 
top    markets   and    produce    Negro 
data   t  ompai  able   to   general   data 
in  the  publisher  s  own  annual  Sui 
my  oj  Buying  Pou  er. 

I  In  resulting  Howard  analysis, 
titled  The  Veu  Dimensions  oj  tin 
megro  Market,  gives  income  and 
Bending  data  foi  collective  and 
prpical  families  in  Baltimore, 
Birmingham,  Buffalo,  Chicago 
Beveland,  Dallas  Fori  Worth, 
Detroit,  Kansas  City,  I  iOs  Angeles 
Miami,  New  York,  Philadelphia, 
nttsburgh,  and  San  Fran<  is<  0 
Oakland 

Highlights: 

y  < )|  the  I 5  markets  studied,  onl) 
New  York  ( lit)  lias  the  same  Negro 
and  general  buying  pattern  It 
ranks  liist  nationally  in  both.  Tins 
is  how   the  top  li\ e  0 impai e 


Pattern    Rank  Negro  General 

New   York  Cit)  I                 1 

Chicago  .2 

I  Philadelphia  1                 I 

'  Detroit  I 

Ids    Vngeles  5               2 


t    Umost  a  third  oJ  the  20-mil- 

lion  national  Nemo  population  is 
fevered  (5.9  million  in  L.6  million 
households).  Income  is  roughl)  the 

ie    proportion,    ^7    billion    ol    a 

.1  $21.9  billion.  Seven  ..I  the 
markets  are  in  the  top-It)  general 
metro  list.  The  smallest  area 
studied  is  Birmingham,  seen,  ol 
konomic  boycotting,  which  ranks 

d   on    the    general    but    1  St  h   on 
the  Negro  list,  w  ith  a  30  5       V 
population  and   $99  million    V 

hI  sales — §16  million  in  depart- 
ment  stores. 

►  The  best  market  potential  is 
in  northern  and  eastern  areas 
Three     cities     exceeding      15-cit) 

SPONSOR    _'  ,    si  IMI  MBFR     19 


\.  I 

\  ith  W.708  Los  Vngeles  w  ith 
W  56  and  Philadelphia  with 
m  508 

Summing    up     Veu     Ihnu  nsions 
reminds     td\  ertisers    that    th<     na 
tion  il     Ni    1  ■     market     repi 
bettei    th. in    |o      ol   the  1  ounti 
population  [ate 

.  s  <  it\  1 »» ipulatiun  where  two  thirds 
ni  all  retail  sales  are  mad<     and  it 

.11  1  <  >im(s     fi  ()|      ilnw  ntow  n 

depai tineiit   store  and  n  tail  trade 

I  lies.       In  t'  i|  s     |)i  i|||t      In     tin       \. 

as     essential   t<  1    big  1  tt\     profits 

the  stiuU   s.i\  s    l  he  t\  pi<  al  Ni 
famil)    is  ( li.  u.  11  tii  ized  as  youi 

gTON*  ing,    and    ln\  al    in    its    lm\  i 

1  Ins  1 1 ).  1 1  ket  w  ill  1 1  mtinue  to  mow 
b)   leaps  and  bounds",  the  sm 
concludes,   as   the    Negro   a<  hieves 
greatei     prosperit)      through     in 
1  leased    independent  e,    edu<  ation 
and   emplo)  meiit    1  »pp<  >i  (unities. 

Negro  radio  programed  to  au- 
dience tastes  is  an  advertisin 
route  into  \ast  numbers  "I  homes 
at  a  low  cost  unparalleled  l>\  an) 
otlui  medium,  Veu  / )inu  nsions 
adds. 

In    releasing    V<  u     Dimi  nsions, 
I  low. ud.  president  ol  the  sponi 
ing  rep  In  m,  said  the  project  grev 

Out  ol  .1  (   Im  ago  seminar  last  spring 


ied  rad  firm 

n  pi 

mi. mil  f(  • 

publii 

and     1  lit.  1  I. nil' 
I     I 

1  dm  atiunal        and       00  ii| 
levels  ol  the  Ni  <ro  uudii  n< 

\ .  u    I )im.  ■ 

m. 11  ket   bound. 11 

ill 

Use,     wl 

beyond  iphi<      buundai 

I  01    'In 

1  ombirn  d   I  tallas  and   Fort   \N  orth 
as    .ni.     radio    market     but    th 
•  ities    10    listed  separate!)    in 
Salt  i  Mana  Standard  M 

\i  •    is    In  in  ami  to 

NEWSMAKERS 

h  >si  in   1     \|  mi  w   to  \  1.    Pian< 
\ssik  iates  .is  a.  <  iiimt  .  \. .  nil.    1 1. 
was  former!)   at  <  ount  ex«  uth  1 
Will    I  \     1 11  ingle  stati.,,,  in  Phil- 
adelphia. 

Kenneth  Mum 
.1  nti\  1    .it  Ml. hi  |;  11  |es 

\\  iiii.ns  \|  Svn  iim,  transfi 
.nut  e\ei  utive  w  ith   Metr<     I  \ 
s.dcs  m  sm  I  1  in.  isi 


NONSTOP     +* 
LAS  VEGAS 

M     from  Los    ingeles  International   \u\mit 


• 13 


*  /"  flights  dnil  v!  6  nonstop  ' 

*  Every  ili^ln  jet-po 
1  ;.•//•  iim  )      *    Lowest! jet -pro/H round  trip  fa 


1  a  11 
it  1) 

i;m  si> 


For  I  •  -•  1  \  ali-.n-  call  •    M    "•-  I  I 

1.  -  ..r  \  ..111    tra\  .1  .1  -.lit 


it O.W  I  \Z*  1    1  in  LINES 


SYNDICATION 


John  |.  Kenned] 


Kennedy  is  new  production 

chief  for  Peter  M.  Robeck 
\    L6-year  veteran  of  motion  pic- 
tures and  tv,  John  J.  Kennedy  lias 

joined  Peter  \1.  Robeck  as  produc- 
tion chief.  Besides  being  in  charge 
.if  t\  film  production,  Kennedy  will 

assist  in  the  sale  of  Robeck  prop- 
erties, which  include,  The  Living 
Camera,  You  Asked  for  It,  Trails 
West,  andlTie  Pioneers.  Kennedy 
was  assistant  chief  of  the  television 

branch  of  the  National  Geographic 
Societ)  before  joining  the  Robeck 
organization.  Previously,  he  was 
unit  manager  with  NBC,  supervis- 
ing man)  ol  the  news  department's 
documentaries.  I le  was  also  an  ac- 
count executive  at  BBDO. 

NEWS  NOTES 

CBS  Films'  gets  foot  in  door:  Aus- 
t, naina    Television    Pty.    Ltd.,    the 

new     licensee    for    a    commercial    t\ 

station     in    Melbourne    which     is 

scheduled  to  start  broadcasting  the 
middle  ol  next  year,  will  be  carry- 
ing a  heavy  CBS  films  inventory. 

New    nutlet    became    lirst    nil-shore 

buyer  ol  four  new  CBS  Films-dis- 
tributed properties:  The  Garry 
Moore  Shou  ,  The  ( '■>(  at  \<h  enture, 

Tin     Hector    HeathcOte   Shou-.   and 

The  h  rry  Lester  Show,  i  The  latter 
being  produced  in  Canada. 
has  been  sold  then  but  the  \us- 
tralian  sale  is  the  first  outside  ol 
'  anada  lustarama  also purchased 
licooi  jam  Hon,  the  second  \  ear 
ol  Pete  and  Gladys,  Stars  m  lotion, 
I  mint  Sam.  the  1963  84  production 

of  I  '/•/     P<  opU  's  (  'oii- 


certs  and  re-runs  of  The  Phil  Silvers 
Show.  These  sales  increase  the  num- 
ber of  CBS  Films  shows  now  sold 
in  Australia  to  more  than  50.  Also 
scoring  on  the  overseas  sales  front  is 
Desilu  Sales,  which  made  the  first 
two  foreign  deals  on  its  Fractured 
Flickers  to  Venezuela  and  Bermuda. 

General. Artists  going  public:  Rep- 
resenting performers,  directors,  pro- 
ducers, and  acting  as  sales  represen- 
tative for  tv  programs  has  proved 
less  than  profitable  for  General  Ar- 
tists Corp.,  which  has  filed  with 
SEC  request  to  register  150,000 
shares  of  common  for  public  offer, 
maximum  price  $7  per  share.  Com- 
pany  hopes  to  partly  recoup  a  net 
loss  of  $887,605  in  1962,  and  a  loss 
of  $283,583  for  the  28  weeks  ending 
14  July  1963.  Proceeds  from  sale  of 
the  stock  will  be  used  in  part.  $300,- 
000,  to  pay  short-term  bank  debt. 
General  Artists  has  sustained  losses 
over  the  past  three  years. 

Triangle  strengthens  inventory:  Tri- 
angle Program  Sales,  the  recently- 
formed  syndication  arm  of  Triangle 
Publications  Radio-Television  Divi- 
sion,   is    rapidly    building   its   pro- 


graming stock.  Latest  property  is 
the  Little  League  World  Series, 
with  rights  acquired  for  a  three- 
year  period.  The  seven-game  juve- 
nile baseball  classic,  held  in  YVil- 
liamsport,  Pa.,  each  summer,  is  avail- 
able to  tv  stations  throughout  the 
country.  Other  properties  acquired 
by  TPS  in  the  past  two  months  in- 
clude The  Bi<i  Four,  an  auto  racing 
package,  and  the  hour-long  color 
special  of  Podreccas  Piccoli  Thea- 
tre, the  Italian  puppet  troupe.  Re- 
cently Triangle  announced  it  would 
produce  This  is  America,  a  series  of 
half-hour  tv  visits  to  the  nation's 
fairs  and  festivals.  TPS  now  has  per- 
manent headquarters  in  New  York 
at  320  Park  Avenue.  Telephone  is 
HA  1-2770. 

NEWSMAKERS 

Robkrt  W.  Rawson  to  executive 
vice  president  of  Sponsors  Film 
Service  /Advertising  Radio  &  Tele- 
vision Services. 

Albert  Boyars  to  coordinator  of  > 
special  projects  at  Metro-Goldwyn- 
Mayer.  Boyars  was  public  relations 
director  of  Trans-Lux  Corporation. 


'Silent  pitch'  for  Warner  Bros.  synd.  product 


With  top  agency,  advertiser,  representative,  and  network  personnel  under 
lock  and  ko  in  a  screening  room,  you'd  expect  a  syndication  firm  to 
make  a  Ium\\  pitch  for  its  product  But  that's  not  whal  Warner  Bros, 
did  when  il  held  three  invitational  showings  for  the  new  motion  picture, 
"Mary,  Man."  Joseph  Kotler,  v.p.  for  the  firm's  tv  division,  in  welcom- 
ing the  guests  (above),  stressed  that  the  movie  was  being  presented  as  a 
"thank  you"  to  those  "responsible  for  the  commercial  success  of  our  tv 
programs  and  feature  films."  lit'  did  note  that  is  was  hoped  theyd  keep 
in    mind    the    firm    that    made    "Mary,    Mary"    has    other    films    available. 


SPONSOR    23   si ii  i  miu  k 


1963 


WASHINGTON  WEEK 


■ 
ii 

int.  rr<t  to  ulmon 


itit   Crackling  critiques  of  FCC's  search  for  a  formula  to  limit  broadcast 
commercial  time  hit  the  commission  last  week  from  broadcasters  who 
didn't  care  to  wait  for  the  deferred  comment  deadline  (30  Sept.  ) . 
Former  FCC  Chairman  John  C.  Doerfer,  now  counsel  for  the  Maryland- 
District  of  Columbia  Broadcasters  Association,  flatly  stated  that  Con- 
gress has  never  given  the  FCC  any  right  to  lunge  into  licensee's  business 
management  as  if  broadcasting  were  common  carrier. 

Doerfer  quoted  Supreme  Court's  uncontested  1940  Sander  Bros.  vs.  FCC 
decision:  the  FCC  has  no  right  to  interfere  in  programs,  business  manage- 
ment or  policy  of  individual  licensee. 

Said  Doerfer:  if  there  is  FCC  control  of  commercial  time  (equating 
rates  and  revenue)  ;  a  fairness  doctrine  set  of  rules  on  all  news,  editorial 
and  controversial  programing;  specific  program  categories;  plus  special 
strictures  on  horse  racing  news  et  al — there  is,  in  effect,  a  government- 
operated  broadcast  system  here. 

■^■^   Susquehanna  Broadcasting  would  like  to  see  the  FCC's  claimed  'sub- 
stantial files"  of  complaints  on  broadcast  advertising. 
The  group  owner  of  4  am's,  in  Pennsylvania,  Rhode  Island,  and  Akron, 

0. ,  asks  how  complaints  average  out  per  station?  From  whom  do  they  come? 

How  does  the  complaint  file  stack  up  against  the  180  million  Americans  who 

enjoy  programing  by  some  5,500  commercial  stations,  and  fill  their  homes 

with  products  advertised  on  the  air? 

^--^  'Advertising  by  its  very  nature  cannot  be  self-defeating.  * 

But,  says  Susquehanna,  blatant  abuse  of  commercial  privilege  will  be 
cold-shouldered.  The  group  sides  with  Cmnr.  Bartley's  view  that  the  quality 
of  commercials  needs  more  pruning  than  the  quantity. 

The  Susquehanna  group  says  FCC  is  considering  broadcast  commercial 
revenue  in  a  vacuum.  What  effect  will  limits  have  on  broadcast  ad  revenue 
in  context  of  print  competition?  The  broadcaster  has  already  foregone 
liquor  and  other  types  of  ads  open  to  newspapers  and  magazines. 

+  +■   Networks  NBC  and  CBS,  Storer  and  Westinghouse  last  week  backed  earlier 
NAB  and  small-station  argument  for  FCC  to  leave  the  am  s e rv i c e  com- 
petitively free  and  tighten  only  engineering  standards. 
All  comment,  on  FCC's  deadline  (16  Sept.),  opposes  any  forced  split 
in  am-fm  programing  and  ownership;  making  am  decisions  contingent  on  f m  ; 
or  holding  am  service  down  on  a  population  basis. 

Storer  attacked  FCC  suggestion  that  a  50%  program  severance  in  larger 
cities  by  am/fm  owners  "may"  improve  advertising  situation  of  independent 
fm's.  Latter  would  not  have  to  compete  with  fm  ads  thrown  in  free  with  am 
time  sales,  FCC  says. 

Storer  says  total  dollar  volume  of  broadcast  advertising  revenue  will 
be  unaffected  by  program  split:  but  cut-off  fm's  will  face  tougher  compe- 
tition for  advertising  money. 


63 


'WASHINGTON  WEEK 


News  from  nation's 
capital  of  special 
interest  to  admen 


"A"^  The  FCC  dealt  handily  last  week  with  the  problem  of  local  broadcasters 
who  are  subject  to  non-local  demands  for  free  time  in  rebuttal  to  spon- 
sored syndicated  programs. 

FCC  used  cases  of  two  Alabama  radio  stations  subject  to  demands  of  the 
"Citizens  Committee  for  a  Nuclear  Test  Ban  Treaty"  that  they  play  taped  re- 
buttal to  a  "Lifeline"  program  panning  the  treaty.  "Lifeline"  had  advised 
broadcasters  they  needn't  provide  free  time  because  (1)  Treaty  program  was 
sponsored;  (2)  Committee  has  no  local  spokesman. 

On  the  stern  side,  FCC  said  Fairness  Doctrine  requires  licensees  to 
air  both  sides  of  any  controversial  issue.  They  cannot  use  excuse  of  "no 
local  spokesman,"  or  claim  immunity  because  they  can't  get  rebuttal  time 
paid  for. 


++■     On  the  bright  side,  FCC  said  licensee  can  use  his  own  discretion  in 

choosing  an  answering  spokesman  from  local  ranks . 

He  is  also  entitled  to  find  a  rebuttal  spokesman  in  a  sponsoring  group. 
Except  in  case  of  personal  attack,  no  single  person  or  group  can  demand  to 
be  spokesman  (as  was  done  by  Citizens'  Committee). 

Even  better:  FCC  notes  benignly  that  both  stations  say  overall  pro- 
graming has  given  both  sides  of  the  treaty  question.  FCC  has  no  complaint 
to  the  contrary.  In  such  case,  broadcaster  can  decide  himself  whether  or 
not  he  has  kept  faith  with  Fairness  Doctrine  requirements. 


•fr^T   This  might  have  saved  much  argument  had  it  come  out  before  Rep.  Rogers ' 

Commerce  Communications  Subcommittee  when  it  resumed  hearings  on 

editorializing  last  week. 

A  small-market  Texas  broadcaster,  Gerald  H.  Sanders  (KZZN,  Little- 
field)  ,  who  also  aired  "Lifeline,"  raised  the  same  question.  He  said  NAB 
had  advised  him  to  play  safe  and  give  the  free  time  until  FCC  made  a  clari- 
fying statement — which  had  been  promised  by  FCC  Chairman  Henry. 

House  Subcommittee  members  were  aghast.  Rogers  said  no  broadcaster 
should  be  open  to  demands  for  free  time  to  answer  sponsored  programs — only 
the  opportunity  to  appear,  on  paid-f  or  time.  Committee  chairman  cited  equal 
time  Sec.  315  which  permits  candidate  demand  for  free  time  only  when  sta- 
tion has  given  rival  free  time. 

FCC  Chairman  Henry,  a  strong  proponent  of  controversial  programing 
and  editorializing,  is  between  two  fires:  Rep  Rogers  believes  in  pay  up  or 
shut  up  to  challengers  of  sponsored  programs.  His  Senate  counterpart  John 
0.  Pastore  says  public  must  hear  both  sides,  money  or  no  money.  Henry  wants 
decisions  made  on  a  case  by  case,  flexible  basis. 


++   Chairman  Rogers  insisted  hearings  on  editorial  guidelines  are  not 
to  restrict,  but  to  "free"  broadcasters  from  uncertainties. 
Broadcasters  praised  helpful  intent — but  said  well-meant  strictures 
might  kill  editorializing  with  kindness.  Rep.  Moss'  bill  demanding  equal 
time  for  any  office  holder  subject  to  editorializing  brought  shudders. 


66 


^17  I  I 


VZftWl  MWF7F 


WEEKENDS  ARE  DIFFERENT.   SO  IS  MONITOR 

People  get  grassy-eyed,  weekends ...  tool  sheds  are  empty ...  patios  are  full.  ..rumpus  rooms  jump...  and  radios  are 
go. ..Mike  Nichols... Elaine  May... your  commercial... Jonathan  Winters... please  spare  the  zinnia  •?... 

your  commercial . . .  Basil  Rathbone . . .  Joseph  C.  Harsch  . . .  Mel  Allen . . .  your  commercial . . .  something  tor  g... 

specially  sponsors  .  .  .  your  commercial .  .  .  say,  is  this  radio?  .  .  .  aaah!  .  .  .  it's  weekend  monitor!  . . .  NBC  radio! 


Time  Buyers 9  Bonanza 
one-minute  availabilities 

wmal-tv 

WASHINGTON 


Call  Harrington,  Righter  &  Parsons  Inc.  for  1-minute 

spot  avails  on  more  than  26-hours  of  new  local  programming 

each  week.  (Some  20-sec.  and  10-sec.  avails,  too.) 


N 


6:30-7: 
MONDA 


Early-evening  1-imir  newscast 

better   present  t^^news.   Flexiblef^HS 

the  importance  of  nl  Htfl      P^Wngits  position  and  length.  New  format  tailormade  for  participating  sponsors. 


THE    SALES    ACTION    HOUR 

5:30-6:30     PM,     MONDAY     THRU     FRIDAY   Different    show    each    day: 

Cheyenne,  Surfside  6,    Adventures  in  Paradise,  Checkmate,  Maverick 


—  IP 


1ST   RUN   MGM  NAKED  DICK   POWELL  THE  DIVORCE                     BACHELOR 

30/63   MOVIE  CITY  THEATRE  FUNNY   COMPANY  COURT                          FATHER 

11:30   PM  10:30   PM  Thursday  11:15   PM  8:00-9:00  AM  1:30-2:30   PM  5:00-5:30   PM 

Friday  11:30  PM  Saturday  Sunday  (M-F)  (M-F)                             (M-F) 


wmal-tv 


Qbc 


The  Evening  Star  Broadcasting  Co.,  Washington,  D  .C. 


40c  o  copy  on  i  yat    30    SEPTEMBER    1963 

: 

THE    WEEKLY    MAGAZINE    RADIO   TV    ADVERTISERS    USE 


Sponsors  face 
new  proposals 
for  radio  and 
tv  talent  p.  19 

CONTENTS  i   6 


V!vi/»        &°oV 


PEL    OF    THE    RCA    EXHIBIT    Bl 

3K    WORLPS    FAIR 


SPOT  TV 

MODERN    SELLING 
N   MODERN  AMERICA 


Thr   use  of  color  is  one  exciting  chapter   m    I 
Television    The  rapidly  increasing  use  of  Spot  Television  by 
national  advertisers  is  another    The  success  stone*  of  new 
companies  who  rely  almost  exclusively  on  Spot  TV  ar« 
matic  proof  of  its  effectiveness    These  quaht> 
the  best  o'  Spot  Television  in  their 


■ 


H    >CRrv     •     CHICAGO     •      ATLANTA     •      BOS'OS      •      DALLAS 
f     •      LOS   ANGELES     •     ?  SCO     •      ST     LOUIS 


KOB  TV 

Albuquerque 

WISN  TV 

WSB  TV 

Atlanta 

KSTP  TV 

KERO  TV 

Ba»«'»«i«'d 

•••     M  TV 

WBAL  TV 

Baltimore 

WVUE 

'  MM 

WGRTV 

bu" 

WTAR  TV 

Norfolk  Newport  Newt 

WGN  TV 

Chicago 

KWTV 

WLW  T 

Cincinnati 

KMTV 

Omihl 

WLW  C 

Co'umbut 

KPTV 

WFAA  TV 

Oallas 

WJAR  TV 

Pro-. 

WLW  0 

Dayton 

WROC  TV 

Ro<  • 

KDAl TV 

Dulutn  Si..  I 

KCRA  TV 

• 

WNEM  TV 

Flmt  B». 

KUTV 

■ 

KPRC  TV 

Houston 

WOA     • 

' 

WLW  1 

Indianai 

K'  MB  •  . 

WOAF  TV 

- 

WNEP  TV                                     .    Barr* 

KARD  TV    -  » 

•  Net*      • 

KREM  TV 

Sp 

KARK  TV 

Rock 

WTMITV 

1  Haute 

KCOP 

1    A-g»ie» 

KVOO  TV 

Food  sales 


$ 


824,492,000 


MULTI-CITY     TV     MARKET 


The   growing   WGAL-TV   market   lives   well. 

Your  product  advertised  on  Channel  8  moves 
profitably.  WGAL-TV  does  an  outstanding 
selling  job  because— in  its  market— it  is  more 
sales-productive  than  any  other  station,  has 
more   viewers   than   all   others    combined.* 


"Statistics  based  on  ARB  data  and  subject  to  quad  f  tea 

tions  issued  by  that  company,  available  upon  request 


Market  figure:  SROS  1/63 


SAL-TV 


i 

Channel  8 


STEINMAN  STATION    .    Clair  McCollough,  Pres 
The  MEEKER  Company,  Inc.*  Mew  York  •  Chicago  •  Los  Angeles  •  San  Francisco 


'SPONSOR-WEEK 


I  jilr  newi 

in  \\  /ruilio  Ml*0ltitiog 
N  it  iitrmbrr    I 


DGA  for  integration:  The  eoonnoua  influence 
which  the  entertainment  media  especially 
movies  and  television  can  exert  in  thecui  rent 
struggle  l>v  Negroes  for  equal  opportunities 
was  discussed  1>\  Directors  Guild  ol  America 
officials  and  NAACP  Leaders.  In  a  three-how 
meeting  at  DGA  Hollywood  headquarters, 
Guild  president  George  Sidney  said  the  mem* 
bership  "will  do  everything  possible  to  insure 
the  proper  portrayal  oi  the  Negro  in  motion 
pictures  and  tv."  James  I..  Tolbert,  president 
of  the  Beverly  Hills-Hollywood  branch  of  the 

NAACP,  reminded  that  Negroes  have  not  been 

east  unfavorably  "they  just  haven't  been  cast 
at  all."  Indications  that  this  situation  is  chang- 
ing rapidly  came  from  Charles  Boren,  execu- 
tive vice  president  oi  the  Assn.  oi  Motion 
Picture  Producer-,  who  said   that  in  the  pa-t 

tun  months,  the  number  of  Negroes  registered 

at  Central  Casting  has  increased  from  IS  to 
]0().  "We  have  told  them  (CC)  to  register  2"> 
more."  he  said.  'The  studios  have  ordered 
their  people  wherever  possible  to  use  more 
Negroes  in  motion  pictures  and  on  television.*1 

Subscription  tv  start  snagged:  The  Denver 

psy  tv  test  is  having  some  trouble  getting  off  the 

ground.  Teleglobe-Denver  Corp.,  applied  to 

the  FCC  for  a  nine-month  extension  before 
starting  KCTO  programing  because  oi  "the 
present  unavailability  of  sufficient  product." 
Gerald  A.  Bartell,  president  of  the  system,  was 
quick  to  reaffirm  his  confidence  in  the  Denver 
project  despite  this  unexpected  delay. 

Police  print  sins,  says  Cox:  It  is  up  to  broad- 
casters to  inform  the  FCC  about  unfair  tactics 

of  new-paper  people,  commissioner  Kenneth 
Cox  told  a  recent  RAB  Management  Clinic.  He 
was  referring  specifically  to  double-billing  for 
which  an  offender  I8  liable  for  comiction  for 

conspiracy  to  defraud.  "It  you  broadcasters 
will  send  documented  complaint-  to  FCC,  we 

will  send  them  to  the  right  government  agency 
for  investigation." 


Record  attendance  for  CBS  Radio:  Hie  affili- 
ates convention  foi  CBS  radio  beginning  to 
monow   is  expected  to  break    ill  attends 

id-.  To  date,  274  executives,  representing 
\'2(>  affiliates,  have  registered  for  the  two-d 
session.  The)  will  conn-  from  11  states,  the 
District  of  Columbia,  Toronto,  and  Montreal. 
Thursday  ami  Friday  the  seven  general  mana- 
gers  and   program   directors   ol    '  BS-owned 

radio   stations   will    meet   \sith   "the  aim   oi 

pending  quality  leadership  in  their  markets.*1 

Fee  system  "obsolete":  It  make-  no  sense  for 
advertising  agencies  to  demand  that  client-  pay 
standardized  fees,  at  leasl  according  to  Frank 
Harvey,  Genera]  Foods  advertising  controls 
mgr.  He  told  an  W  \  work-hop  at  Princeton, 
\.  J.,  that  the  standard  fee  system  is  "obso- 
lete" and  urged  that  agencies1  compensation 

policies  be  "flexible  enough  to  meet  the  indi- 
vidual requirements  oi  each  client.  He  said 
agencies  "admit"  significant  differences  in  the 
profitability  of  various  types  of  account-,  be- 
cause of  their  varying  service  requirement-.  \t 
another  \\  \  work-hop.  Charle-  \.  FabritJo, 
American  Chicle  mgr.  of  international  audit- 
ing, described  his  company's  method-  oi  audit- 
ing advertising  agency  chai  ic  questions 
Chicle  reviews:  \ie  me  price-  paid  (by  the 
agency)  correct?  Have  claimed  services  actu- 
ally been  rendered?  \re  the  expenditures  defi- 
nitely for  Chicle?  Has  the  proper  accounting 
distribution  been  made? 

Broadcast  fees  fixed:  Win.  lose,  or  draw,  all 
broadcast  applicant-  will  pay  fees  to  enter  r<-- 

quests  .u  the  FCC,  effective  1  January  l'1'-' 
Application  for  new-  stations  or  major  change 

will  COSl  150  in  radio,  ami  $100  in  tv:  same 
schedule  hold-  for  renewal  or  transfer  appli- 
cations, except  where  more  than  one  license  is 

involved,  when  the  fee  drops  to  $30  in  both 
radio  and  tV.  Change  ol  call  letter-  call-  • 

Translator  and  auxiliary  matter-  and 
all  other  applications  call  for  $30  • 


"SPONSOR-WEEK 


Late  news 

in  tv/radio  advertising 

30  September  1963 


John's  in  first  tv  buy:  John's  Bargain  Stores, 
one  of  the  heaviest  users  of  newspaper  and 
radio  advertising,  has  made  its  first  venture 
into  tv.  Via  Crestwood  Advertising,  N.  Y.,  the 
discount  store  chain  has  purchased  a  test  cam- 
paign of  minute  spots  in  WNEW-TV's  (N.  Y.) 
Cartoon  Playtime,  Sandy  Becker,  Felix  the 
Cat  Just  for  Fun,  and  Wonderama.  To  run 
from  28  Octoher  through  the  third  week  in  De- 
cember, the  spots  will  promote  toys  exclusive- 
ly. If  successful,  a  52-week  buy  is  in  the  works, 
promoting  other  items  in  addition  to  toys. 
John's  will  also  use  Life  Magazine  for  the  first 
time  this  fall,  in  a  major  expansion  of  its  ad- 
vertising plans,  previously  confined  strictly  to 
newspapers  and  radio.  John's  now  has  over  300 
stores.  Others  are  expected  to  follow  the  move 
into  tv  in  their  local  areas.  Crestwood  is  the 
agency  for  the  entire  chain. 

CBS  a  color  advisor:  CBS  TV  acting  as  ad- 
visor on  operating  requirements  of  American 
broadcasters  for  new  color  and  b&w  cameras 
announced  at  weekend  by  North  American 
Philips  Co.  (Norelco),  N.  Y.  Association  is 
noteworthy  in  that  CBS  is  only  web  not  pro- 
graming color  on  regular  basis.  Philips  said 
new  cameras  use  new  tv  camera  tube  called 
Plumbioon,  which  produces  unusually  uniform 
color  pictures  free  of  dark  "halos."  color 
shadows,  and  blurring,  and  its  spectral  re- 
sponse curve  coincides  more  closely  with  hu- 
man vision  than  other  tubes  now  in  use.  Philips 
feels  advertiser  interest  in  color  programing 
will  increase  because  of  better  color  and  lower 
costs,  and  new  tube  will  result  in  more  pro- 
prams  in  color  with  more  faithful  rendition. 

QXR  interconnects  affiliates:  Beginning  21 
October,  QXR  \sill  link  its  affiliates  and  trans- 
mit live  from  coast  to  coast.  The  stations  will 
begin  carrying  five  houra  a  week  of  topical  in- 
terviewing and  discussion  programing.  A  busi- 
ness  and  new-  analysis  program  is  expected  to 


be  added  to  the  schedule  shortly  thereafter. 
Stereo  fm  music  and  drama  series  will  be  dis- 
tributed to  affiliates  on  tape.  The  decision  "was 
influenced  in  part  by  the  results  of  three  na- 
tionwide surveys  conducted  for  QXR  by  Me- 
dia Programmers,  Inc."  More  than  50%  of 
people  interviewed  voted  for  more  news  and 
information  programing.  The  network  esti- 
mates total  purchasing  power  of  its  audience 
to  be  in  excess  of  $15  billion. 

Late- breaking  appointments:  Willard  E. 
Walbridge,  exec.  v.  p. -gen.  mgr.  of  KTRK-TV, 
^  Houston,   elected  chair- 

S  man  of  Television  Infor- 

mat  ion  Committee,  gov- 
erning body  of  TIO.  He 
wL  "'^p^^^       succeeds  Clair  McCol- 
■  *1      Ul     lough,  president  of  Stein- 
I  I  man  Stations,  chairman  of 

Kl  TIC  since  inception  in 

1959  .  .  .  Alvin  M.  King, 
WALBRIDGE  field    director   of   NAB's 

station  relations  staff,  named  to  the  newly  cre- 
ated post  of  NAB  director  of  State  Assn.  Liai- 
son .  .  .  Carl  Lindemann,  Jr.,  who  was  NBC 
v.  p.  of  Special  Projects,  News,  named  to  suc- 
ceed Tom  S.  Gallery,  who  is  retiring  as  direc- 
tor of  sports.  Lindemann  assumes  title  of  v.  p., 
NBC  Sports  .  .  .  Perry  Smith,  producer,  NBC 
Sports  Dept.,  named  manager,  NBC  Sports. 

One  man  against  city:  New  type  quiz  show 
developed  by  Larry  Thomas  Productions 
(100  Grand,  ABC  TV)  to  be  tested  live  on 
Sunday  (6)  at  Rutgers  Field  House  in  New 
Brunswick,  N.  J.,  as  benefit  for  local  United 
Fund.  Called  "Solo,"  it  was  developed  in  con- 
junction with  Jean-Paul  Blondeau  and  pits 
one  man's  knowledge  against  combined  knowl- 
edge of  a  given  city.  Winning  contestant  can 
take  home  maximum  of  $120,000  in  series  of 
appearances  against  different  cities,  with  each 
city  eligible  to  win  $10,000  for  pre-announced 
ci\  ic  purpose. 


I 


Second  cl.i-s  postage  paid  .it  N.Y.C, 


WREX-TV   'Live'    Remote   Telecast  of   Rockford    Memorial    Day    Parade 

WREX-TV 


"   tri  i  Mil 

WHEC 

TV/RADIO 

Rocht»»tr, 

N.  Y. 

W REX  TV 

Rockford, 

III. 

WIMR 

TV/RAOIO 

Binghdmton, 

N.  Y. 

WDAN 

RADIO 

D*n».ll#, 

Ml. 

>T:  r  |  r :» 

Joe   M.   Baisch,   Vice   Pres.,   Gen.   Mgr. 
Represented    by    H-R    Television,    Inc. 


s  ® 


1- 


Remarkable   ROCKFORD,    ILL. 


!  mira  I 

1.  Los  Angeles  metropolitan 
area  Spanish-speaking  pop- 
ulation: 

900,000  plus 

• 

2.  Average  yearly  income: 
$800,000,000 

• 

3.  For  automotive  products: 
$72,540,000  annually 

• 

4.  For  food  products: 
$434,700,000  annually 

YOU  CAN  HAVE  YOUR  SHARE! 

72  National  Advertisers  on 
Spanish-language  KWKW 
reach  approximately  277,880 
Latin-American  homes  per 
week  at  a  CPM  of  $0.72. 
KWKWs  5000  watts  speak  the 
language  convincingly  to  a 
loyal  audience.  KWKW  has  20 
years'  proof  waiting  for  you! 

KWKW 

5000  WATTS 

Representatives: 

N.Y.- National  Time  Sales 

S.F.-Theo.  B.Hall 

Chicago  -  National  Time  Sales 

Los  Angeles  -HO  5-6171 


'SPONSOR 


30  SEPTEMBER   1963 


VOL.  17  No.  39 


19 


25 


31 


41 


44 


52 


55 


58 


GENERAL: 


Talent  unions:  what  they  ask  in  new  pact  draft 

Revised  payment  method  for  spot  radio  is  seen   as  a  key 
Special   attention  to  "minor"  performers  in  commercials 


issue 


ADVERTISERS 

Billions  in  smokes  at  stake  in  federal  study 

Cautious  cigarette  industry  awaits  report  on  the  use  of  tobacco  In  mi 
Surgeon  General's  office,  commissioned  by  Kennedy 

Henry  warns  of  excessive  use  of  commercials 

New  chairman  of  the  FCC,  in  an  address  to  the  IRTS  in  New  York 
conies  out  strongly  for  "allowable"  limit  on  commercial  time 

AGENCIES 

Govt,  mission  exporting  U.  S.  Marketing  data 

Group  headed  by  Walter  Guild  and  Robert  Davis  aims  to  reduc 
the  cost  of  consumer  products  in  Central  American  countries 

TV   MEDIA 


NBC  study  cites  gain  for  golf  program  sponsor 

Research  project  conducted  by  TvQ  shows  strong  impact  of  th 
National  Open  on  video  viewers,  with  Wilson  sponsoring 

RADIO    MEDIA 

How  much  staying  power  for  radio  commercials? 

Opinions  of  leading  admen   vary,  but  agree  that  the  imaginatfr 
and  the  fresh  approach  results  in  the  greatest  longevity 

Radio  cheapens  itself,  say  Farnath  and  Stephenson 

Agency  executives  decry  the  "bargain  basement"  approach  to  sellii 
the  medium,  warning  of  dire  problems  resulting 

SYNDICATION 

MGM  tape  division  promotes  three  in  business  stepu 

Stanley  Quinn,   Herbert   Homes,  and  Sid  Tamber  are  elevated 
new  posts  resulting  from  surge  of  ad  agency  orders 

STATION    REPRESENTATIVES 


r 


J 


60 

Forker,  Sanford  upped  in  RKO  General  expansion 

Broadcast  division  names  former  eastern  radio  sales  head.  Sanfo 
given  post  as  midwest  television  sales  manager 

DEPARTMENTS 

Calendar 

Commercial  Critique 
555  Fifth 
Publisher's  Report 

11  Sponsor-Scope                         3 

12  Sponsor-Week 

10              Timebuyer's  Corner            *• 
9                Washington  Week                i. 

SPONSOR®  Combined  with  TV,  U.S.  Rodio,  U.S.  FM®.  ©1963  SPONSOR  Publications  I 
EXECUTIVE,  EDITORIAL,  CIRCULATION,  ADVERTISING  0FFICES:555  Fifth  Ave.,  hi 
York    10017.  212  MUrroy  Hill  7-8080. 

MIDWEST  OFFICE:  612  N.  Michigan  Ave.,  Chicago  60611.  MO  4-1166. 
SOUTHERN  OFFICE:  Box  3042,  Birmingham,  Ala.  35212.  205-FA  2-6528. 
WESTERN  OFFICE:  601   California  Street,  San  Francisco  94108.  YU   1-8913 
PRINTING  OFFICE:   229  West  28th  St.,   New  York    10001,   N.   Y. 
SUBSCRIPTIONS:  U.S.  $8  o  year.  Canoda  $9  a  year.  Other  countries  $1  1   a  year.  SU 
copies  40«.  Printed  in  U.S.A.  Published  weekly.  Second  closs  postage  paid  at  N.Y.Cl 


SPONSOR   30   mi'iimbir    m 


i; 


In  a  class  by  itself... 

The  fastest  .  .  .  safest  .  .  .  most  economical 
radio  route  to  increased  sales  in  Cleveland 
and  Northern  Ohio  is  via  WJW  Radio. 

$6,400  is  the  average  annual  income  by  the 
chief  wage  earner  of  a  WJW  Radio  listener 
vs.  $5,700  for  Cleveland  market  average. 
32°o  of  homes  in  $25,000  or  more  class  are 
owned  by  WJW  listeners,  vs.  23%  for  market 
average;  27%  are  proprietors,  executives  and 
professional  vs.  16%  for  market  average. 


Cleveland's  largest  adult  radio  audience  is 
attracted  to  WJW  Radio  because  of  balanced 
BEAUTIFUL  MUSIC.  TOTAL  INFORMATION 
NEWSand  effective  prime-time  personalities. 

Your  Katz  representative  has  more  informa- 
tion on  how  WJW  Radio  can  help  your  sales 
situation  in  Ohio 

James  P.  Storer 

General  Manager 
Source     November  December    196?    Special   Pulse    S 


LOS  ANGELES 


PHILADELPHIA 


NEW  YORK         MILWAUKE! 
_____ 


CLEVELAND 


CLEVELAND 


MIAMI 


ATLANTA 


TOLEDO 


TOLEDO 


DETROIT 


DETROIT 

■ 


STORER 

'•7\> 


SPONSOR      1()    SUM  I  MHIK     I'".'. 


i 


- 


The  day  we  took  our  audience  for  a  ride 


On  August  tenth  we  took  over  a  thousand  of 
I  hem  on  a  festive  "Zoo  Train"  trip  to  the  Cin- 
cinnati  Zoo.  They  happily  handed  over  eight 
dollars  a  head  .  .  .  and  we  just  as  happily 
handed  over  the  proceeds  to  the  Indianapolis 
Zoological  .Society. 

Thanks  to  contributions  like  this  our  In- 
dianapolis Zoo  is  now  out  of  the  dreaming  stage 
and  into  the  building  stage. 

\nd  thanks  to  community  service  like  this, 
E  i'M  Stations  are  your  best  broadcast 


buy  in  the  rich  mid-Indiana  market.  For  the 
stations  that  serve  best  sell  best  .  .  .  and  we 
value  our  awards  for  good  citizenship  just  as 
highly  as  those  for  superior  broadcasting. 
Ask  your  KATZ  man! 


theWFBM 


TIME 
LIFE 

BH0A0US1 


INDIANAPOLIS    .    TV   •   AM    •    FM    .    REPRESENTED    BY    KATZ    AGENCY 


sponsor  ;;o  sh'ti  Mm  r  MM 


PUBLISHER'S 
REPORT 


%Il;iiiIh    nl    happeningi    in 
broadi  f<    n\\  rrtiiini 


Breakfast  with  trie  Chairman 

L    isi    1 1 ii -i l.i \  FCC  chairman  E.  William  Hem  \  came  to  Ncm  }  <>\k 
to  ^i\<-  In-  '" ii i.i 1 1 In i  address  to  .1  broadcasters1  association.1 

Me  t.ilkrd  to  .1  packed  house  in  the  Waldorf  ballroom  and  the 
IRTS  has  ever)  reason  in  In-  proud  ol  its  I. ill  knkoil  and  the  attend- 
am  volume  ••(  press  and  ail  coverage. 

\  iiw  hours  before  this  event  I  was  -iitm^  down  with  the  Chairman 
.mil  In-  assistant  to  .1  breakfast  ili.it  I  was  surprised  happened.  [Tie 
month  before,  .it  lunch  with  Mi.  fienr)  in  Washington,  I  li.nl  pre- 
sented .1  picture  ol  industry  harassments,  confusions,  crises,  and 
del.i\-  .it  the  hands  <>i  the  Commission.  I  he  recitation,  t"  which  he 
responded  attentive!)  and  courteously,  proved  his  great  capacit)  for 
absorbing  punishment.  Hut  I  hardr)  expected  t"  be  invited  back 
again. 

Our  discussions  touched  «>n  several  Bubjects  not  covered  in  his 
speech.  Here  are  some  impressions  that  can  be  reported. 

On  the  Chairman  himself :  His  style  is  poles  removed  from  Newton 
Minow's.  Ih'">  no  word  merchant.  Neithei  i-  he  .1  blaster,  lie  prides 
himself  on  In-  reasoned  approach  to  things.  He"-  an  avid  reader  and 
in  ,t  leu  short  month-  has  picked  up  a  wealth  ol  background  on  the 
1  iniinicalion-  industry.  In  the  process  ol  hi-  -tu«|\  he  dusts  oil  old 
policies  and  regulations  and.  like  the  ancient  forgotten  citj  ordinance 
-till  on  the  hook-,  uses  them  when  it  -nit-  hi-  purpose.  He  -a\-  "self- 
regulation  i-  the  hc-t  regulation  it  it"-  effective  regulation.*1  He's 
on  the  egg-head  side  with  respect  to  programing  and  commercials 
and  led-  keenh  on  the  subject.  He'll  u.nk  awa)  at  certain  k<\  ob- 
jective-. It  one  method  doesn'l  bring  results  he'll  ti\  another.  He's 

a  gentleman  to  the  core       but   I  think   he  caw   he  tOUgh.    He  want-  hi- 

enure  to  he  marked  l>\  progress  in  |>io\  iding  better  broadcast  sei  <  i«  e. 
On  the  r'aimrs^  Doctrine:  When  I  called  hi-  attention  to  the  con- 
fusion caused  l>\    lack  ol   interpretation  ol   the  Doctrine,  and   men- 
tioned  a   suggestion   In    Mike  Shapiro  of   WFAA,    I 'alia-,   that   the 

Commission    provide   a    booklet    oi    example-,    he   told    me    that    -mil    a 

primer  will  he  read)  aboul  December.  He  added  tin-  to  In-  -pee.  h. 

(hi  commercials:  He  says,  *"l  ntil  you  have  soft-sell  you  won't 
ha\e   \er\    palatable  commercial-."'    He'd    like   .1    face-to-face   inc.! 

between  all  segments  ol  the  industry  and  the  whole  Commission  to 
explore  the  t\  and  radio  commercials  problem.  I  think  he'll  like  to 
gel  nut  ot  the  coinnierei.il-  mess       hut  with  honor. 

(hi  diversity  of  ownership:  Contrary  to  -"me  printed  reports,  he 
has  no  strong  feelings  on  this  subject.  He  believes  that  the  groups 
ha\e  a  great  deal  to  offer  in  the  wa\  ot  good  broadcasting. 


T?-£t^ 


SPONSOR      o    SEPTEMBER     1963 


WPTR   I  WNEW 


ALBANY-TROY 

SCHENECTADY 

N    Y 


NEW  YORK 
N    Y 


O 


<? 


DIFFERENT? 


H 


PERSONALITIES 

the  personalities  at  WNEW  receive  the  same 
spontaneous  praise  from  both  advr 
and  audience  as  those  at  WPTR.  then  both 
are  creating  maximum  listener  loyalty  and 
advertising  impact  Men  like  Pat  Patterson. 
John  Gardner,  Branningan  and  Badger  have 
created  a  "Station  Personality"  of  which 
WPTR  is  justly  proud.  Letters  like  the  fol- 
lowing reflect  the  personal  appeal  of  the 
WPTR  team. 

QUOTE 

been  m  the  room  for  5  seconds  and  had  the 
situation  in  complete  control— a  mark  of  a 
masterful  professional  " 

-  John  G   Weeks,  Marketing  Manager 

Stewart  s  Ice  Cream.  Inc 

Saratoga  Springs.  N   Y 

"Bob  Badger,  one  of 
your  Good  Guys'  deserves  a  larger  compli- 
ment for  his  mature  businesslike  approach 
to  our  sales  problems  His  manner  is  at  all 
times  complimentary  both  to  WPTR  and 
J.  M   Fiel: 

—Cliff  Henderson.  General  Manager 
J.  M.  Fields 
Schenectady.  N  Y 

RATINGS 

♦he  difference,  then  it's  n 
pnse  that  WPTR  leads  all  day  in  Hooper  and 
Pulse.  The  following  all-day  averages  sub- 
stantiate this  premise 


WPTR 
26  7 


Stat  on  X 
172 


Station  Y 
166 


Station  1 
138 


YES:  WPTR 

A!bany-Troy-Schenectady 
VP  &  GEN   MGR:   Perry  S    Samuels 


^ 


■ 


robert  e  eastman  *  co  , 

r«p'll«nl<ng   major   rod  •   ll»ho»l 


'555  FIFTH 


1. 1  Hi  is  iii  tin   Editor 


i  ubb'shei 
Norman  R.  Glenn 

itivc     \  ii  i    Presidenl 
Bernard  Piatt 

I  reasurer 
Elaine  Couper  Glenn 

EDITORIAL 

Editor 

Robert  M.  Grebe 

Iaii  ruth r  Editor 
Charles  Sinclair 

Si    I I.lllllll 

H.  William  Falk 

\ii  Editoi 
John  Brand 

Vssociate  Editors 

Jane  Pollak 
Barbara  Love 
Audrey  Heaney 
Nikl  Kalish 
Jacqueline  Eagle 
Diane  Halbert 

( lopy  Editor 

Tom  Fitzsimmons 

Assistant  Editor 

Susan  Shapiro 

\\ '.isliiii'.'iiin  News  Bureau 
Mildred  Hall 

ADVERTISING 

Southern  Manager 
Herbert  M.  Martin  Jr. 

Midwest  Manager 
Paul  Blair 

Westei  n  Manager 
John  E.  Pearson 

Mid  Ail. iiiIk   Manager 
John  C.  Smith 

Production  Managei 

Mary  Lou  Ponsell 

Sales  Secretary 
Mrs.  Lydia  D.  Cockenlle 

CIRCULATION 

Manager 

Jack  Rayman 

John  J.  Kelly 
Mrs  Lydia  Martinez 
Gloria  Streppone 
Mrs  Lillian  Berkof 

ADMINISTRATIVE 


:  ml  in  iIh  Publisher 
Charles  L.  Nash 

Mrs  Syd  Guttman 
Mrs  Rose  Alexander 

Si  i  vices 
George  Becker 
Madeline  Camarda 
Michael  Crocco 
Dorothy  Van  Leuven 
H  Amc  Balr 


The  new  Sponsor 

Your  new  package  is  most  inter- 
esting and  enjoyable. 

I  was  sincerely  delighted  with  the 
readability  and  eye-catching  sim- 
plicity of  the  "new    sponsor." 

M.  Dale  Larsen, 

\  ice  pres.  and  gen.  manager 

KTVH,    Wichita 


1  have  jnst  finished  reading  the 
September  9th  issue  of  SPONSOR  and 
would  like  to  congratulate  you  on 
the  new  format.  I  for  one  think  it  is 
quite  an  impro\  ement  and  1  enjo\  ed 
the  speed  and  ease  of  reading  it. 

Glenn  Marshall,  Jr. 

president 

WJXT,  Jacksonville 

Just  received  the  9  September  is- 
sue of  SPONSOB  and  wish  to  compli- 
ment you.  The  format  is  refreshing 
and  more  readable  than  ever. 

Congratulations  to  all. 

Bob  Nashick 

advertising  and  sales 

promotion   mgr. 

KPIX,   San   Francisco 

SPONSORS  new  editorial  format 
makes  a  readable  publication  even 
more  attractive  to  subscribers,  and 
it  was  a  surprise  to  open  this  week's 
issue  and  see  the  yellow  page  of 
capsule  news  jump  out  instead  of 
an  ad. 

Charles  W.  Stroud 

promotion  director 

WLS  Radio,  Chicago 


Congratulations  on  sponsor's  new 

shape  and  form.  The  new  design  is 
more  indicative  oi  sponsor's  mod- 
ern approach  to  reporting. 

\nd  quite  beyond  what  you  say, 
the  form  itseli  is  indicative  of  the  el 
Gciencj  ol  the  media  \  on  report. 

John  F.  rlurlbut 

president  and  gen.  m<j;i 
WVMC,  Mt.Car.nel.  III. 


•EP 


Have  just  been  through  the  new 
sponsor  and  hasten  to  express  my 
sentiments,  to  wit:  Its  wonderful 
a  great  step  forward. 

James  C.  Wells 
vice  president 
Leland  Bisbee  Broadcasting   * 
Phoenix 


- 


Just  received  the  9  September  is- 
sue of  sponsor  and  wish  to  compli 
ment  you.  The  format  is  refreshing 
and  more  readable  than  ever. 
Congratulations  to  all. 

Boh  Nashick 

advertising  and  sales 

promotion  mgr. 

KPIX.  San  Francisco 


IS  I 

V 

'I 


The  new  format  is  great  and  one 
more   manifestation   that   there   an 
forward-looking  people  at  sponsor. 

David  C.  Moore 
president 
Transcontinent  Television    erti 
New  York 


I  certainly  do  like  the  new  look  oi 
sponsor.  It  is  exceedingly  readable, 
and  is  certainly  quite  newsy.  Cog 
gratulations  on  a  good  job. 

Harold  Esse> 

presides 

WSJS-TV,  Winston-Sal. n 

I  have  just  had  a  chance  to  si 
hack  and  take  a  good  look  at  \  on 
"new"  SPONSOR  and  I'd  like  to  con 
gratulate  (all)  on  the  appearand 
and  content  of  the  book. 

It's  an  extremeh  attractive  aw 
well-integrated  book  and  I'm  sun 
it  will  find  tremendous  acceptanj 
with  your  readers.  As  one  of  in 
stall  said,  "Cee  it  looks  like  Tim> 
and  Newsweek,"  which  is  puttin; 
it  in  the  really  big  leagues.  I  thin 
the  stall  has  done  an  exceptional 
fine  job  with  it. 

Congratulations  again  and  nr 
best  wishes  tor  continuing  and  in 
creasing    success    with    the    "nev 

SPONSOR." 

Phil  Deai 

presiden 

Phil  Dean   Associate 

New  Yor 


sponsor  so  si  ii  i  miw  k  196 


"CALENDAR 


I  lie   w  In  ii 

i|     i  Minn  nts 

10  M  I' I  I  Mill  It 


SEPTEMBER 

K.kIih    Advertising    Bureau  igcmenl 

i  mil .  >  -      O'Huri      Inn       drpoi  i 

(  In.  ig 1      o.  t..|,.  ,        I.,,  key's 

H)  .(•  Houa    II.. i.  I,  Palo    Alto    Calil 

rown     Houst     Motoi     n 
Omaha     7  s       I  Ii.      I  Inn, 

Detroil     IM"» 

New   ferae]   Broadcasten   \>mi 

nual  convention.  Colon)  Motel    Atlan- 
ti,  (.is    \    I      ,n|  Octobi  i 

Georgia    Wn    ol    Broadcasters  ional 

tings,   Athens,   Rome     I  horn  iston 
Alban) .  Statesboro     10  i  0 

OCTOBER 

prt»< i tiling  Research  Foundation     'Ii  an 

nual   i  onfereru  i     I  lotel   <  lommodon  . 

\. iw  York  '1 
|  Hs  Radio    Miili.ii. m    um,   10th  annual 

convention,   New    V<ik   Hilton   Hotel, 

New  York  1 1  2 
Missouri   Broadcaster!    tan.,  annual   till 

convention,  Missouri  Hotel,  Si    Louis 

ties  Promotion  I  secutives  Asm.,  2nd  an- 
nual Southwest  Sales  Promotion  \\  ork- 
si... p.  Statler-Hilton  Hotel  Dallas    I 

American  Women  in  Radio  and  lele\i- 
Mini.    east  -  i  entral    area    i  onfei  • 

h  House  Inn,  Milwaukee;  New 
England  conference,  Chatham  Ban 
Inn.  (  ap.   (  .nl.  Mass    (4-6 

Advertising  Federation  <>f  America,  7th 
district  convention,   Memphis  (5-fl 

Nebraska  Broadcasters  Vssn..  annual  con- 
vention, S.  ottsbhifl  (fl  s 

Ibderal  Communications  Bar  Assn.,  an- 
nual outing,  NVashingtonian  Countrj 
Club,  Caithersburg,  Md     ~ 

International      Film      Festival,      including 

commercials   presentation   bj    Televi- 
sion  Advertising  Representatives,  Mar 
bizon   Plaza   Hotel,   New    York    B-10 
ftntuck)  Broadcasters  Vssn..  I  ill  meeting, 
Downtowm  Motel.  Owensboro  7  9 

Intern. ilinnal   Film   Festival  of   New    York. 

Barbizon-Plaza  Hotel,  New  York  8  10 
'Advertising    Federation   of    America,    Ird 

district  convention,  Norfolk  (10  \1 
Uah.mi.i   Broadcasters    Umi.,  annual  till 

confereni  e,     Hotel    Stafford,     ["us*  > 

loosa  (10-12) 
■nerican  Women  in  Radio  and    ivies  i- 

sion.     west     i  entral     ana     .  ontei. 

Holiday  Inn  South    Des  Moines    low  i 

(11-13) 
Missouri  Associated  Press  Kadio-iv   Assn., 

meeting,      Arrowhead     Lodge,     Lake 

Ozark  (12-1  I 
Bociet)  ot  Motion  Picture  and   releviskm 

1  ngineers,  94th  seim-aniui.il  technical 

conference,    Hotel    Somerset,    Boston 
is 
Vssn    of    National    Advertisers   advanced 

advertising  management  course,  Hotel 

Moraine-on-the-Lake,  II  Park, 

Illinois  ,1  MS 

Noitli  Dakota  Broadcasters  Assn.,  \H\\ 
annual  convention,  Raj  Hotel,  Di.k- 
enson    1  I 

National     Vssn.   of    Broadcasters,   fall   con- 
ferences, Statler-Hilton,  II  irtford  1 1  l 
nington    Hotel     Minneapolis 


r.in.i    il  Adv«  rtisin      lnstitut< 

ITtl 

Indiana     III .  i  idi  astei  s       \ssn         15th      •"•" 

' 

ii  Lick,  1 

is 
American    Vs.n    "I    Advertising    Agencies 

1 1 

t.l    I 

I  i  \..s     Vssn     ot    Broad*  astei  - 

Hotel    I 
Mutual     Advertising     Ageno     Network 

in. i  '  ' 

Gibson  Report  on  the  N<  gro  Market 

posium,    Hotel   R(  York 

American  Women  In  Radio  and    lelevi- 

sion.  board  ol  dire,  tuis  Ma 

Hotel    I 
Institute  of  Broadcasting  Financial  Man 

agement,  ii.l  annu 

\,  .    York   Hilton    N<  w   York 

International   Radio  ft    Lie- ision  Society, 

newsmaker     Inn.  lie..n       \\   lldorl       As 

tori  i.  New  York     10 

NOVEMBER 

Oregon  Vssn.  ot  Broadcasters,  convention 
Hilton  Hot,!.  Portland    1  2 

Central      (  anadian       Hioadiasteis        Vssn.. 

management  and  engineering  i  onven- 

tion.  Royal  V'lk  Hot.  1    I  oronto    t  5 

American    Assn.  oi    Advertising   Agencies, 

eastern    annual    meeting     VV   iM.it    \s 

toria    New   1  "ik    8  7 
Illinois     Hioadiasteis     Vssn  .    I  ill       OOVen 

t ion.   (   In.    IgO     7   s 
International    Radio  fli     television   Sonets. 

1st    annual   I  ollege   m.o 

Hotel  Roosevelt,  New  1  .nk 
Washington  st.it,-    Um.  oi  Broadcasters, 
tall  meeting,  Ridpath  Hot  1.  Spokane 

Assn.      of      National       \d\eitiseis.       iniiii.il 

meeting,  1 1"  Homes!         H   I  s 
Va     1" 
(.limp  \\ .  5th  .  .ml.  renci    m  lo<  al  publii 
s.rviii    programing,   Institute  ..t   Mu- 
sn  .  Cleveland    1 1 

National     Vssn.   of    ldiuation.il    Hinadiast- 

cis.  national  i  onvention   H   • 

,1,  ,  Milw.mk..  17  20 
The    Telesision    Hureau   ot     Advertising 

annual    membership    n 

ton-Blai  lot  b  Hotel,  < 
Hioadiasteis    Promotion     Assn,      onual 

conventi 

Cisco    17 

New     ^oik    I   mveisits   s    Division    ..(    (.eo 
enl      1  dm  alion.     •      it  rial     woi', 

Hoti 
American    v^-n    "t    Advertising    Agencies, 
annual  i  Statler  Hill       H 

tel.    I 
National     \.        •  ''     I  ele\  mi. .11     Vits  .mil 

Sciences,  Hill        H  ^ 

York 


\  enue 

\        ip 


\\  M  I    I  \ 


WHO'S  GOT 
THE  AUDIENCE  IN 
THE  ARK-LA-TEX? 


JUST 

GET  THE  "BOOK" 

(ARB  or  NSI) 

AND  SEE! 


...AND  YOU'LL  BUY 
THE  TOWER  OF  POWER 


CHANNEL  6    NBC  FOR 
8HREVEPORT 


SPONSOR     If) 


MI'll   MHI  K 


I'll,  I 


II 


COMMERCIAL 
CRITIQUE 


Trends,  techniques  new 
styles  in  radio/tv 
commercials  are  evaluated 
bv  industry  leaders 


What  is  the  commercial 
co -efficient  for  success 


KENSINGER  JONES 

Senioi  i  ic<  president,  creative  director,  member  oj  executive  committee, 

CampbeU-Ewald,  Detroit 


ill  is  the  basic  idea.'-  says  the 
|  man  who  thought  of  the  mar- 
keting strategy.  "Yes.'"  says  the  re- 
search man  who  turned  up  the  in- 
humation upon  which  the  strategy 
was  based,  "but  if  our  field  survey 
hadn't  uncovered  the  attitudinal 
factors  inherent  in  the  familar  situ- 
ation ..." 

\l\  script  w. is  sensational,  realh 

one   ol    the   best    tilings    I've   done," 
the  tv  copywriter  states. 

"lies  coming  along  nicely,"  his 
Supervisor  reports.  'Needs  a  little 
help  separating  the  good  ideas  from 
the  bad.  but  he  is  tremendously 
creath  e. 


"The  production  values  arc  what 
made  the  commercial."  states  the 
agency  producer.  "We  had  to  prac- 
tically rewrite  the  visuals."' 

The  man  who  wrote  the  back- 
ground music  forgets  the  pictures. 
The  cinematographer  doesn't  hear 
the  theme.  The  designer  barely  no- 
tices the  performers.  The  perform- 
ers arc  unconscious  of  their  sur- 
roundings. The  special  effects  man 
invents  an  outlandish  rig  without 
which  the  production  couldn't  have 
been  accomplished.  The  account 
executive  prides  himself  on  the  fact 
that  he  got  the  client  to  trv  a  "way 
out"  idea. 


Mill 


1 


ewie  skims  the  water  in  one  of  C-E's  most  striking  spots,  filmed  on  location  in  Venice 


KENSINGER  JONES  has  been 
with  Campbell-Ewald  since  1957; 
he  was  elected  to  v. p.  and  tv/radio 
creative  dir.  in  1958;  to  his  present 
post  in  '(iO.  Multi-award  winner,  he 
won  two  at  Cannes  International 
Film  Festival,  another  at  American 
Film  Festival. 


Tl 


1 


19 


i 


The  client,  who  has  invested  four 
years  and  Sf(K).(KK)  in  perfecting 
the  product,  has  a  few  things  on  his 
mind  besides  this  specific  tv  com- 
mercial. Like  the  length  of  ti 
that  the  new  feature  lies  offerin] 
will  be  exclusive,  bike  maintainin 
quality  control  on  the  production 
line.  Like  making  sure  the  dealers 
give  enough  display  space  to  the 
new  product  and  the  salesmen 
know  how  it  works.  So  he  takes  one 
look  at  the  answer  print  and  says  it 
looks  o.k.  to  him. 

The  commercial  runs. 

The  viewer,  who  had  intended  to 
go  get  a  glass  of  water,  stays  in  his 
chair. 

"Prettj  good,"  he  says. 

"I  saw  a  good  commercial,  he  re- 
peats to  his  wife  at  breakfast  flu 
next  day.  "It  was  about  this  gi/mc 
that  makes  things  easier.  You  car 
get  it  at  an)  hardware  store.  Let's 
trv  it." 

"Spell  it."'  she  says. 

He  spells  it.  She  gets  it.  Thev  like 
it. 

Later,  much  later,  the  coninier 
cial  wins  an  award  as  the  year's  hes 
demonstration. 

So,  what  made  it  great?  What"! 
the  equation,  the  tv  commercial  co 
efficient  for  success? 

Let  "X  be  the-  commercial.  Is  i 
research  plus  idea  plus  writing  plu 
production  plus  music  plus  cinema 
tography  plus  product  times  tin 
commercial  that  equals  the  sale? 

Who's  the  major  contributor? 

Which  number  in  an  cquatioi 
in. ikes  the  answer  right?  ^ 


SPONSOR   :;<)   skimi  miuk    I **6£#  ■:;■ 


II 


bony  Radio... 


:han  SPECIALIZED   AUDIENCE... 


ind    MODERN     FACILITIES 


.  .  .    we've  got: 

POSITION,  too! 


'the  Nation's  highest  rated  Negro  group" 

'Average  rating  position  on  Pulse  and  Hooper  General  Audience  Surveys  over  a  2  year 
period  ...  as  compared  with  other  Negro  group  operations   in  similar  or  larger  markets. 

(Eicludmg  Tampa  — our  newest  facility  —  which  captured    34%   of   the   Total  Negro  Audience   in   the   Mf»1  30  day*  of    broadcattmg  ) 


iMPA-ST.  PETE 


BIRMINGHAM 


JACKSON 


SHREVEPORT 


LITTLE     ROCK 


.  O.OOO    WATTS    AT    1550  S.OOO   WATTS    AT    1 320  S.OOO    WATTS    AT    1SBO  10.000    WATTS    t 

IN  ALL  DIRECTIONS  Tht  Topntco  Ebony  Voice  in  Co- 

Allbimj  s  1st  W  "«'»<!  N»- 


Floridi'j  Most  Poocfu 


Ebony  Voice 


if:-,   .      •    S     -•   l   "!• 


ISSO  S.OOO    WATTS    AT 


mclendon    ebony     radio 

.  .  .  Quality  Negro  Radio  down  South 


I 


^presented  nationally  by    BERNARD    HOWARD    &    CO. 
'ONSOR     [(]   si  ni  miu  r 


•  i\i  -MCiSCO  •  LOS  AUttlES 


13 


Live  and  Lively! 

For  8  years  we've  been  Local,  Live  and  Lively.  When  you  buy  this  television  station  you  buy 
a  slice  of  the  lives  of  people  in  Central  Iowa.  We  hit  'em  where  they  live!  Take  a  look  at  our 
Monday  through  Friday  Log  of  live  telecasts — 


6:40  to    6:45  Pastor's  Study 

Ministers  discuss  daily  life  and  religion  informally. 

7:15  to    8:00  Bill  Riley's  Breakfast  Club 

Over  71,500  family  members  now! 

9:30  to  10:00  Keep  Trim 

Probably  the  only  Physical  Fitness  Program  conducted  by  a 
Football  Coach  and  his  wife. 

12:00  to  12:05  Don  Soliday  News 

A  major  TV  Newscast  with  plenty  of  pictures,  videotape  and 
local  film.  Includes  weather  and  markets. 

12:05  to  12:15  On  Camera  with  Russ  VanDyke 

Our  News  Director  gets  the  man-on-the  street's  opinion  of 
current  news  events. 

12:15  to  12:30  Don  Soliday  Show 

Such  features  as  handicraft  instruction,  helpful  informa- 
tion from  the  Credit  Bureau  and  Better  Business  Bureau  .  .  . 
in-depth  interviews  with  local  people  in  the  news. 

1:00  to     1:30  Mary  Jane  Chinn  Show 

Almost  half  of  the  program  daily  devoted  to  a  fashion  show. 
Also,  sewing,  cooking  and  gardening  hints  by  authorities. 
Book  reviews  and  a  weekly  report  from  the  State  Women's 
Clubs. 

3:45  to    3:50  Walt  Reno  plays  "O  Gee" 

A  new  game  that  our  viewers  can  play  at  home. 

3:55  to    4:55  Variety  Theater 

A  Cub  Scout,  Brownie,  or  Blue  Bird  group  are  Bill  Riley's 
guests  every  weekday.  Films  such  as  "Cartoon  Classics" 
and  "Mickey  Mouse  Club." 

4:55  to    5:00  TV  News  with  Dick  Eaton 

Tells  of  upcoming  and  tonight's  TV  programs  of  special  cul- 
tural, civic  and  educational  interest.  Of  regular  programs 
and  guest  stars,  too. 

6:00  to    6:10  Paul  Rhoades  News 

Local  and  regional  News  by  our  veteran  Managing  News 
Editor. 


6:10  to    6:20  Don  Soliday  News 

Our  own  interpretation  of  what  is  important  on  the  world  and 
national  scene  .  .  .  completely  written  and  produced  for  the 
Central  Iowa  Viewer. 

6:20  to    6:30  Bud  Sobel  Sports 

Late  scores,  sports  news,  and  features  with  emphasis  on  the 
local  schools  and  athletes. 

10:00  to  10:2.0  Russ  VanDyke  News 

The  highest-rated  local  newscast  in  a  multiple-station  mar- 
ket. Russ  Van  Dyke,  our  News  and  Public  Affairs  Director, 
has  been  with  KRNT  for  over  20  years. 

10:20  to  10:30  Ron  Shoop  Sports 

Our  Sports  Director  features  interviews  with  both  local  and 
national  athletes,  coaches,  and  sports  figures.  Of  course, 
the  latest  scores  and  sports  news,  too. 

ALSO  LIVE: 

Sundays    10:30  a.m.    Central  Iowa  Church  of  the  Air 

Ministers,  Choir  Directors,  Organists  and  entire  church 
choirs  from  all  over  our  area  present  this  service. 

Sundays     5:30  p.m.     Iowa  State  Fair  Talent  Search 

Talented  teenagers  from  all  over  the  state  in  competition 
for  $2,000  put  up  by  the  State  of  Iowa.  Over  52  shows  in 
local  communities  are  conducted  in  conjunction  with  this 
program. 

Tuesdays   6:30  p.m.  People's  Press  Conference 

The  most  outstanding  community  service  program  in  Cen- 
tral Iowa.  Viewers  phone  in  their  questions  to  leaders  and 
authorities  on  vital  city,  county  and  state  issues. 

Fridays    10:30  p.m.  Mary  Jane  Chinn 

Primarily  an  entertaining  interview  show  with  interesting 
guests,  local,  regional  and  national.  They  come  from  all 
fields — Politics,  Medicine,  Show  Business,  Government,  the 
Fine  Arts. 

Saturdays   5:00  p.m.  Talent  Sprouts 

Talented  youngsters  from  2  to  12  are  given  the  opportunity 
to  perform. 


This  schedule  isn't  the  new  Channel  8  Look  for  Fall.  80%  of  these  programs  have  been 
on  for  over  5  years.    Many  since  KRNT-TV  went  on  the  air  in  1955. 

Our  program  philosophy  has  been  "Local,  Live  and  Lively"  from  the  beginning.  Not  only 
because  we  thought  it  serves  our  community  best  ...  it  also  SELLS  for  our  clients  best. 

Live  and  Local  KRNT  Television  with  its  survey-proved  "most  accurate  news"  and  "most 
believable  personalities"  creates  enthusiasm  for  products.  It  generates  buying  excitement. 
That's  why  KRNT-TV  continues  to  do  around  80%  of  the  local  business  year  after  year  after  year. 

Buy  this  Local,  Live,  and  Lively  station.    You'll  get  action  fast. 


KRNT-TV 


Channel  8  in  Des  Moines 

An  Operation  of  Cowles  Magazines  and  Broadcasting,  Inc. 
Represented  by  The  Katz  Agency 


SPONSOR     in   si  Pi  I  miuk    196 


"SPONSOR-SCOPE 


>l  III  Mill  I, 


Interpretation    mud    mmntoiUo 
on   mint    tigmficajit   tv /radio 
and  marketing  ncwi  oi  tb« 


Independent  stations  can  rival  a  network  when  it  comes  to  color  program  output 

In  New  York  next  spring,  \\oK-l\  will  have  nearlj  hall      ;..        oi  its  l 
weekly  programing  in  coloi .  1  bat'a  about  •">  I  boon  "i  i  '>l"i  weekly. 

NBC    1\.    m08l    <oloi-t\-foii-i  mil-    «>l    the    nelwoi  k.-,    1>>    »  ompai  i-oii.    \%ill    | 

somewhat  over  40  boun  weekl]   of  color  programiog  weeklj   oexl  spring.  Even 
the  addition  of  local  color  ahowa  on  WWBC-TV,  the  network's  New  ^"ik  o&o  outlet, 

will  .still  lease  \\  ( )1{-T\  out  in  front. 

For  the  most  part,  WuKIA-  color  consists  of  moi  »loi  features  ihown 

Beveral  time-  weekly  I,  specials  and  home  gamei  oi  the  New  York  Meta 


Will  the  Jack  Benny  CBS  to  NBC  switch  trigger  talent  raids?  It  might. 

CBS  TV,  this  fall,  baa  the  biggest  lineup  oi  uatar**-claaa  talent,  and  i-  th 

target  for  raiding. 

Benny's  back-tc-NBC  move,  triggered  by  the  comedian's  dissatisfaction  with 

the  lead-in  show  CBS  planned  tu  put  before  bis  t\  ahow  tin-  tail,  should  prove  an 
interesting  situation  for  lawyers  and  tax  experts. 

In  1(H8,  Benny  deeamped  to  CBS  when  that  network  was  willing  to  la\  out 
more  than  $2.5  million  to  buy  Benny's  production  company.  I  he  government 
howled,  claiming  Benny  was  the  company'-  chiet  asset,  bul  Benny,  with  an  eye  <»n 
the  capital  gains  structure,  made  it  stick. 


The  way  to  a  man's  supply  of  toiletries  lies  in  non-breakable  plastic  tubes. 

reasons  Alberto-Culver,  one  oi  broadcasting's  biggest  buyers,  which 

long  eyed  the  growing  market  in  masculine  toiletries 

\-C  i-  launching  it-  Subdue  Dandruff  Shampo<    I         titrate  in  ■  new  en 

formula  packaged  in  a   plastic    tube.   It"-  virtually   the  -aim-  a-   the  Subdue   -old 
mostly  to  women — in  bottles. 

S  Lea  angle  you  can  expect  to  see  m  the  beav)  national  t\  campaign  planned 
for  the  new  packaging:  ".  .  .  a  safe,  convenient  form  oi  the  product  foi  ah 
use  .  .  .  ideal  for  traveL" 

What  AC  learned   recently    through  reseai<i  ill   males 

larly,  and  half  of  all  dandrutT  treatment-  occur  th- 


Campbell  Soup  may  hike  this  fall's  tv  budget  25°o  over  that  of  last  fall. 

The  food  company  isn't  saying  tin-  i-  so,  nor  where  the  mi  but 

thei  ilk  ill  New   York  la-t  week  at  BBI><(  that  much  of  the  additional  budget 

weight   would   be   BWUng   behind   CampbeO's   Bed    Kettle   BOUp    line   with  k    t\ 

programing. 

Interestingly.  Heinz  i-  also  said  to  he  planning  a  heaw   push  for  it-  aoup  | 
ducts,  \ia  DDB.  in  print  and  t\.  Other  lb  in/  pi 


'SPONSOR-SCOPE 


30  SEPTEMBER  1963 


There's  a  new  measure  of  Negro  attitudes  toward  radio  now  available  to  admen 

A  special  study  of  Negro  and  white  families  (1,164  of  the  former,  526  of  the 
latter)  was  recently  completed  by  Center  for  Research  &  Marketing  in  the  New 
York  area.  Highlights: 

•  Negroes  attribute  exactly  the  same  number  of  consumer-product  purchases 
to  commercials  on  "general"  radio  stations  as  do  white  consumers,  but  Negroes  say 
they  make  twice  as  many  purchases  because  of  commercials  heard  over  Negro  radio 
stations  specifically. 

•  Negro  respondents  do  a  lot  of  listening  to  Negro  radio.  Of  those  queried, 
59%  said  they  listened  to  Negro  radio  more  than  to  general  stations,  31%  said 
listening  was  about  the  same,  and  only  10%  of  Negroes  listened  less  to  Negro  radio 
than  to  general-appeal  radio  outlets. 

•  Negroes  aren't  always  happy  with  the  quality  levels  of  Negro  radio,  with 
many  respondents  saying  they'd  like  to  see  improvements  in  programing,  news  re- 
porting, less  rock  and  roll  music,  and  a  "higher  grade"  of  advertisers. 


The  QXR  Network  is  taking  a  plunge  into  low-budget  live  interlinked  programing. 

Affiliates  of  the  fm  network  will  be  fed  five  hours  weekly  of  "topical  interview 
and  discussion  programing,"  starting  21  October. 

Unlike  QXR's  stereo  shows,  which  are  handled  on  tape  because  of  the  high 
costs  of  matched,  phased  telephone  lines,  the  interview-discussion  shows  can  be  fed 
on  telephone  equipment  of  "standard"  broadcast  quality  for  news  events. 

According  to  QXR  network,  addition  of  the  talk  shows  was  triggered  by  a 
Media  Programers  study  which  showed  that  "more  than  50%  of  fm-station  listeners 
wanted  more  such  programing. 


ABC  doesn't  like  the  newest  fast-rating  service  provided  by  ARB. 

The  service,  which  began  22  September,  is  actually  a  combination  of  the  New 
York  Arbitron  meter  measurements  and  telephone  coincidental  interviews  in  other 
major  markets.  CBS  TV  is  a  prime  supporter. 

ABC  TV  doesn't  dig  the  ARB  service  because: 

•  It  isn't  a  "true  national  service."  ABC  feels  that  since  only  programs  tele- 
vised between  7:30  and  11  p.m.  are  rated,  the  rating  service  will  short-change  those 
falling  outside  of  these  prime  hours  because  of  delayed  telecasts 

•  It  doesn't  "evaluate  network  tv  programs  against  maximum  competition." 
As  an  example  of  this,  as  ABC  sees  it,  the  service  "includes  viewing  in  some  two- 
channel  markets,  thus  inflating  the  ratings  of  the  programs  not  carried  in  the  live 
time  period  in  the  market. 


Road  how  W  BKB-Chicago 
became  the  first  television 

station  in  the  country 
o  nse  miniaturized  mobile 

equipment;  and  why... 


News  is  a  perishable  commodity    That's  why  WBKB  took  This  exciting  new  step  in  on  the  spot  news  coverage  gives 

this  big  step  into  the  future  of  television  broadcasting   With       WBKB  an  advantage  that  both  the  viewer  and  the  adv- 
the  new  Machtronic  video  tape  recorder— (it  weighs  a  mere  60       can  enioy 
pounds)-set  up  time  and  editing  are  much  faster  than  before 
.    .  and  there's  no  processing. 


Here's  how  it  works 


10:05  A.M.— WBKB  newsmen  roll  out  the 
60  pound  Machtronic  video  tape  recorder  and 
16  pound  vidicon  camera  en  route  to  City  Hall 


10:15  A.M. -Station  wagon  delivers  equipmer 
which  is  rolled  into  Chicago's  municipal  buildir 


M      WBKB  technician  completes 
>ment  setup  for  news  conference  with 
Chicago  Mayor.  Richard  J.  O.i 


10:35  A.M.  — Mayor  begins  news  conference 


11:25  A.M.     10-mmutes  after  conclusion  of  u   JS  A  M 

news  conference,  compact  video  tape  uni  on  studao  equtt 

rolled  into  WBKB  station  wagon  to  be  le*et  . 


WBKB  CHICAGO 

AN  ABC  0WNE0  TELEVISION  STATION 


■ 


SPONSOR     10    M  ni  MBI  K    196  I 


17 


"Sounds  like 
the  same  old 
line  to  me .  " 


"I  could 
get  you  j 

some  good 
connections . 


O    «v 


I  iv  Pelevision   1  in  Jacksonville  .  .  .  the  right  number  to  connect  you 

ith  the  entire  North  Florida  South  Georgia  regional  market!  Some  of 

the  best  numbers  in  the  hook  are  on  WJXT:  12  out  of  the  top  50  hreaks 

more  television  homes  reached  outside  the  metro  area,  in  addition 

oi  1 .',  inside  Jacksonville  itself.  The  same  old  line?  Can't  be; 

signals! 


Represented  by  TwAJt 

WJXT 


® 


JACKSONVILLE.   FLORIDA 

POST-NEWSWEEK 
STATIONS  <.  q.vs.on  o. 

TMC    WASHINGTON    POST    COMPANY 


!963  ARB.  Mon.-Sun..  9  a.m.  to  Midnight 


SPONSOR 


tNew  contract  proposals  by  SAG  and  AFTRA  may  heighten  trend  to  tv  commercials  without  faces 
alent  unions:  what  they  ask 

iKevised  spot  radio  payment  method  a  key  issue 

l  nion  demands  are  < » 1 1 « -n  .1  mirror  held  up  t<>  an  industry.   I  h<\   reflect  the 
strengths  and  weaknesses  <>t  entire  business  segments.  The}  reveal  tin-  latest 
strategies  ol  managemenl  in  trying  to  ImM  the  line  <>n  laboi  costs,  and 
organized  labor  in  seeking  .1  better  <I<mI  t<>i  union  membership. 

Last  week,  such  .1  mirror  was  I >«-i  1  itz  held  up  to  the  radio-h  industry  b) 
the  union-  representing  performers  who  work  in  radio  and  i\  romtnen  ials, 
live  hi  recorded.  Some  trends  •  •  >  1 1 1 <  1  clearl)  be  seen,  such  as: 

B  The  talent  unions  1  \l  I  IJ  \.  SAG,  SEG        ■    seeking  mon    mom 
the  "minor"  performers  in  commercials  b)   seeking  .nliliiion.il  fees  foi   the 
same  work,  or  l>\  allowing  less  work,  rehearsal,  lunch  periods,  et<  he 

same  money,  rhe  same  concern  is  not  exhibited,  noi  1-  11  necessary,  i"i  th< 
few  top-level  performers  in  commercials  who  are  usual h  paid  considerably 
over-scale  an)  way. 

B  IV-  newei  techniques  "visual  squeeze."  trick)  lip-sym  commercials 
iii\i>l\in^  actors,  <•!< .     now   have  new   prici  ilent   rati 

reflect  market  growths. 

B    rh<    growth  ol  -|>"t  radii  01   medium,  1-  noted.  It  will  n< 

1  ost   .m   advertiser   more  t"  or>  rat<    lai  ge-si  a 

campaigns.  Conversely,  in  an  era  in  which  network  radio  has  had  difficult^ 
the  talent  union  involved,    \l  IK\  amounts 

hi  com  me  1  cia  I  fees. 


On  ilu    following  poget  <«  n  tpecial  Sponsoi   <  <  \<>>rt  on  n#M   tmleni  demand* 


PONSOR      10    SFIMKMHKR     1%.^ 


W  lions  in  advertising  doi- 

ng on  tlu  outcome, 
ti  itions  opened  last 
,  ii  radio  and  television 
lult  ni  unions  and  the  joint  com- 
mittee ol  llu  American  Association 
,,l  Advertising  Agencies,  the  Asso- 
ciation ol  National  \d\ertisers  and 
the  networks.  In  a  brief  session  held 
at  \(  u  York's  Park-Sheraton,  at- 
tended h\  more  than  100  represen- 
tathes  ol  advertisers,  agencies,  and 
media,  union  proposals  were  pre- 
sented. The  proposals  were  any- 
thing l>ut  brief,  including  main 
points  which  will  be  hotly  debated 
when  conference  table  sessions  be- 
gin  in  mid-October.  In  general,  the 
proposals  pointed  clearly  to  one 
thing:  rising  costs  for  advertisers. 
Objective  will  be  to  reach  new 
three-year  contracts  for  the  Screen 
Actors  Guild,  the  American  Feder- 
ation ol  Television  and  Radio  Ar- 
tists, and  Screen  Extras  Guild  be- 
fore   the   present    three-year    pact 


expires  at  midnight,  15  November. 

While  simply  stated,  both  SAG 
and  AFTRA  radio  and  tv  demands 
added  up  to  more  money  from  both 
network  and  spot  commercial  users. 
and  program  buyers  here,  there  and 
even where.  Outside  the  basic  rates, 
revised  terms  for  such  things  as  lip 
sync,  lunch  hours,  rehearsals,  and 
main  other  side  points,  showed  the 
way  also  to  increased  fees. 

Via  several  pages  of  text,  starting 
with  the  statement  "Strike  present 
formula  and  substitute  the  follow- 
ing," AFTRA  sprung  a  new  pro- 
posed method  of  payment  for  radio 
commercial  talent  which  could  con- 
ceivably shake  the  medium  to  its 
roots. 

For  radio,  AFTRA  wants  to  drop 
the  present  wild  spot  fees  calling 
for  flat  payments,  and  would  sub- 
stitute the  formula  used  in  tv  under 
the  present  contracts,  namely  city 
population  units.  Simply,  adver- 
tisers would  be  faced  with  rising 


SAG-AFTRA  tv  commercial  proposals 

GLASS  A  PROGRAM  GOMMERCIALS 
COMPENSATION  FOR  USE  AND  REUSE 

Rates — All   players   except   group  singers 

ON    CAMERA 

Use"" 


Proposed  rate  per  use       Use 


Present  rate  per  use 


2-13 


$120 

57 


$95 
70 


14  and  each 
use  thereafter 


30 


60 


4-13 


14-20 


57 
15 


21  and  each 
use  thereafter 


10 


OFF    CAMERA 


Use 

Proposed  rate  per  use 

Use 

Present  rate  per  use 

1 

$90 

1 

$70 

213 

45 

2 

55 

14  and  each 
use  thereafter 


18 


3 

48 

4-13 

45 

14-20 

9 

21  and  each 
use  thereafter 


7.50 


■„■::; 
v, 


The 


iiii 

nits 
ill 
leish 


Itl 
■GO 


talent  fees  as  the  market  list  grew. 

W  hat  the  union  proposals  will 
mean  in  a  total  dollar  sense  to  ad- 
vertisers cannot  be  estimated  easily, 
but  one  can  guess  that  the  rate  in- 
creases and  (manges  will  mean  sev- 
eral million  more  annually  above 
the  estimated  $25  million  now  paid 
to  talent. 

For  example,  rates  for  all  players 
except  group  singers  for  a  class  A 
tv  program   commercial,   first  use, 
would  rise  from  $95  to  $120.  Simi- 
larly, the  first  five  units   for   wild 
spots   in   cities  except   New  YorkJ 
Chicago,  and  Los  Angeles   would 
go  up  the  same  amount.  Talent  fees 
for  dealer  commercials  would  have, 
a  new  six-month  rate:  $560  for  all 
players    except    group    singers    oni 
camera  ($450  presently);   $400  foi 
off  camera  ($310  now).  Other  gen- 
eral fees  and  rates,  plus  infonnati 
on    the   unit    system    are    coved 
separately. 

Radio  proposals 

Under  the  present  AFTRA  con- 
tract for  transcribed  spot  announce- 
ments, actors  and  announcers  an( 
paid  as  follows: 

For  one  minute  or  less  wild  spo 
announcement,  fee  per  person  i 
$52.00  for  the  entire  country,  in 
eluding  any  number  of  cities  anc 
stations.  For  one  to  three  minutes 
the  fee  per  person  is  $69.00. 

For  the  entire  country  other  thai 
New  York.  Chicago  and  Los  An 
geles,  minimum  fee  per  person  i 
$35.00  for  a  one-minute  announce 
ment  or  less;  $46.00  for  more  tha: 
one  minute  and  including  thre 
minutes. 

For  one  to  ten  cities,  other  tha 
New  York,  Chicago,  and  Los  Ar 
geles,  fee  per  person,  one  mind 
or  less,  is  $17.00;  more  than  on 
minute  and  up  to  three  minute: 
$23.00. 

Under  the  new  radio  commercuB 
proposals,  AFTRA  would  substfl 
tute  this: 

"City  population  units  are  pr<  I 
posed  ( see  separate  box )  in  R«B 
corded  TV  Commercial  Code,  witB 
same  formula  of  one  million  (I 
fraction  thereof,  utilizing  the  foB 
lowing  minimum  fees. 

Session  of  one  to  ten  units  ;B 
$4.00  per  unit;  11-60  units  at  $2.(1 
per  unit;  61  units  and  each  unB 
thereafter  at  $1.00  per  unit.  Tl  I 
minimum  buy  shall  be  at  10  uni  1 
including  one  hour  of  required  n'l 

sponsor  :;u  m  m  Mm  k  196m 


learsal  al  $10.00  pei    houi    Extra 

rclif.trs.il  shall  !><■  it  tin-  rate  d 
|10.00  pei  hour." 

\i  1 1;  \  also  adds  New  York  la 
to  l>c  weighted  30  unita  <  !hi<  ago 
and  1  .us  Angeles  ea«  li  to  I" 
Weighted  i!o  units  \  wild  spot  used 
in   New    York  onl)     minimum  fe< 

K0  00  excluding  one  li required 

n-lic.iis.il    Chicago  or  l"s    Angeles 
King]) .  minimum  fee  $60.00  ex*  lud 
pg   one   hour   required   rehearsal 
Chicago  and  Los  Angeles  togethei 
ininunimi  Ice  $100.00  excluding  one 
limn  required  rehearsal.  New  Miik 
pins   either   Chicago   or    Los    \n 
hies,    minimum    Fee    $120.00    ex 
puding  one  hour  required  rehears 
( lombination    oi     New     York 
Khicagoand  Los  Vngeles,  minimum 
rr  $150,  excluding  one  hour  re 
pined  rehearsal. 

The  same  block-busting  proposals 
■ould  apply  to  singers  on  spot 
kdio  commercials,  utilizing  the 
unit  system.  "\Cw  York,  Chicago 
and  Los  Vngeles,  each  shall  Ik 
■weighted  .is  30  units  \n\  combina- 
tion oi  t\\  ii  ut  the  three  (  ities,  i  i 
New  York.  Chicago,  or  Los  Kn 
geles,  shall  be  weighted  as  50  units 
All  three  cities  shall  he  weighted 
at  (SO  units.'' 

Under  the  present  AFTB  \  radio 
agreement,  minimum  lees  for  a 
one-minute  transcribed  commercial, 
three  to  five  voices  come  at  $45  per 
person,  si\  to  eight  voices  at 
per  person,  and  nine  or  more  voices 
at  S22  per  person,  tor  an\  Dumber 
of  cities  and  stations,  or  Hie  entire 
count i  \  . 

Under  the  proposed  agreement, 
New  York,  Chicago,  and  1  .os  \n 
geles  (60  units),  three  to  fi\o 
■rices  would  cost  $50.40  minimum 
.fee  si\  to  eight  voices  $41.40,  and 
nine  or  more  voices,  $33.  10  per  per- 
son    These  arc  the  same  inmimnin 

fees  for  singers  in  the  51  to  60  at) 
init   bracket    for   wild    sp.it    radio 
commercials. 
For  a  broad  campaign  reaching 

more  than  100  units  on  radio  the 
basic  price  for  three  to  five  voices 
would    be    $65.30    for    101    units. 

plus   $.10  for  each  additional   unit; 

for  six  to  eight  voices  $55.30  foi 

101  units,  plus  S.IO  for  each  addi- 
tional   unit,    tor    nine    plus    voices 

■7.30,  plus  the  $.10  for  each  unit 

o\i  i    101.  all  rates  per  person. 

Thus,    tor     101     units,    a    present 
commercial    utilizing    three    to    fi\  e 

SPONSOR   M)   si  rii  Mi-.i  k    19 


SAG-AFTRA  tv  commercial  proposals 

w  111)  SPOTS  — <  OMP1  NS  \  I  io\ 
FOR  l  SE  WD  Id    i  SI 
Cities    not    in<  ludin      New   York.   < 


ON    CAMERA 

Units 

Pro 

posed  unit  rate 

Units 

Present  unit  rate 

15 

$120  00 

15 

$95.00 

6-10 

add 

9.00  per  unit 

610 

add     8.00  per  unit 

1125 

add 

5.00  per  unit 

1120 

add      5  CO  per  unit 

2635 

add 

3.00  per  unit 

2125 

add     3.00  per  unit 

36  and 
each  unit 
thereafter 


add       1.50  per  unit 


26  100 

101  175 

176  and 
each  unit 
thereafter 


add       125  per  unit 
add      120  per  unit 

add        25  per  unit 


OFF    CAMERA 


Units 


Proposed  unit  rate       Units 


1-5 
610 
11-25 
26-35 


36  and 
each  unit 
thereafter 


$  90.00 
add       6.75  per  unit 
add       3.75  par  unit 
add       2.25  per  unit 

add       1.15  per  unit 


1-5 

610 

11  15 

16-20 

2125 

2690 

91-125 

126175 


176  and 
each  unit 
thereafter 


Present  unit  rate 

$7003 
add     3.50  per  unit 
add     3.00  psr  unit 
add     2.50  per  unit 


add 

2.00  per  un.t 

add 

1.00  par  unit 

add 

.65  per  unit 

add 

.60  per  unit 

add       .20  per  unit 


voices,  would  cost  s(>">  >"  pa  | 

son.    minimum    I.  e      igainsl    v  15.00 

as  at  present 
/  r  proposal* 

The  S  KG  md  Ml  R  \  proposals 
tor  t\  commercials  in<  luded  man) 
other  suggestions  worth)    "I   nun 

tion.  For  "He.  undei  I  .1.  al  Program 
( !omm<  n  i  'Is.  .1  separate  listing  was 
Ai\d,i\  t.M  N<  w  1  ork  Ml  pla%.  is 
<m  camera  undei  the  New  York 
market     proposal,    would    receive 

ses,  com] 
with   $210  EU  New    York 

oil    c.unei. i    i    mm<  n  i  Js,    the 
would    g  I  f« 


Us. 

The  urn  !      I  he  pa)  men! 

i    V  l  k    Local    I 
rate  permits  unlimtl  th« 

ioiniuerii.il  m  up  to  and  including 

an     additional     live     titles     witl 

further    i  omp<  nsal  the 

26th   US  nlil 

lis.       $2  'th 

10th  use  and  >-.i(  h  US 
$  1  p 

ping  up  w  it! 
in     t\      i  ommen  ials,      s  \< 
\ I  I  li  \  would  maki 

is  dom  .     It   is  the  intent  and 

spirit    of    this    .,  till 


Population  unit  weighting 

h,  both  SAG  and  AFTRA  contracts,  present  and  proposed, 
talenl  fees  for  spot  t\  arc  computed  on  a  unit  basis.  Cities  with 
[ess  than  one  million,  count  one  unit.  The  present  SAG  tv 
contract  adds  another  unit  "for  each  additional  500,000  to  one 
million. "  while  \ITK\  allows  ""an  additional  unit  for  each 
additional  one  million  or  fraction  thereof."  New  York,  Chi- 
cago, and  I. os  Vngeles  are  exceptions.  SAC  now  counts  New 
York  .is  11  cities,  Los  Angeles  and  Chicago  as  seven  for  pro- 
gram commercials,  with  special  Wild  Spot  Rates.  AFTRA 
counts  an)  one  of  these  cities  as  11  for  local  programs  with 
other  Wild  Spot  Rates.  SAG  proposes  to  count  New  York  as 
15  cities.  Los  Angeles  and  Chicago  as  11  cities  for  program 
commercials.  AFTRA  proposes  for  tv  that  when  a  local  pro- 
gram commercial  is  used  in  these  three  cities  singly,  each 
c  it\  shall  he  counted  as  20  cities,  or  as  a  Class  R  local  program 
commercial.  For  radio,  under  the  proposed  adoption  of  the 
weighting  system,  New  York  would  count  as  30  units,  Chicago 
and  Los  \ngeles  as  20  units.  For  other  cities  under  the  AFTRA 
proposal  tor  transcribed  broadcasting  purposes,  the  radio 
units  would  follow  the  tv  units.  From  the  AFTRA  tv  pro- 
posals, (SAC  issued  no  revised  list)  following  is  their  revised 
list    ot    cities,   population   and    units: 


CITIES 

Population 

Proposed 
Weight 

Present  SAG 
AFTRA  Weight 

Philadelphia 

4,342,897 

5 

4 

Detroit 

3,762,360 

4 

4 

San  Francisco- 

Oakland 

2,783,359 

3 

3 

Boston 

2,589,301 

3 

3 

Pittsburgh 

2,405,435 

3 

2 

St.  Louis 

2,060,103 

3 

2 

Washington,  D 

C. 

2,001,897 

2 

2 

Cleveland 

1,796,595 

2 

2 

Baltimore 

1,727,023 

2 

2 

Minneapolis-St 

.Paul 

1,482,080 

2 

— 

Buffalo 

1,306,957 

2 

— 

Houston 

1,243,158 

2 

— 

Milwaukee 

1,194,290 

2 

— 

Seattle 

1,107,213 

2 

— 

Dallas 

1.083,601 

2 

— 

Cincinnati 

1,071.624 
1,039,493 

2 
2 

— 

Kansas  City 

— 

San  Diego 

1,033,011 
1,017.188 

2 
2 

— 

Atlanta 



h 


photographs  made  for  use  in  tele- 
vision commercials  shall  not  be  used 
in  a  manner  which  evades  the 
agreement." 

In  place,  the  unions  would  put 
this:  "Performers  in  stop-action 
photographs,  still  photographs  or 
am  similar  photography  used  in  tv 
commercials,  whether  originally 
made  for  tv,  print  media,  or  any 
other  purpose,  shall  be  covered  h\ 
all  ot  the  terms  of  this  contract  and 
entitled  to  session  and  use  fees  as 
provided  therein."  Some  persons, 
not  employed  in  television,  could 
conceivably  find  themselves  on  the 
union  payroll,  if  accepted. 

Other  points  registered  by  SAG: 

Tie-Ins:  "The  advertising  of  addi- 
tional products  (other  than  those 
of  the  sponsor)  by  use  of  the  so- 
called  tie-in  commercial  shall  re- 
quire the  payment  of  an  additional 
fee  of  50rr  ()f  the  applicable  use  and 
re-use  rate  for  each  additional  prod- 
uct." 

Discrimination:  "Discuss  and  put 
into  effect  an  effective  anti-dis- 
crimination program  in  connection 
with  hiring  and  employment  prac- 
tices in  the  commercial  field." 

Definitions:  "Commercials  are 
short  advertising  or  commercial 
messages  made  as  motion  pictures. 
90  seconds  (now  three  minutes)  or 
less  in  length  and  intended  for 
showing  over  television." 

Recording  Session:  "Reduce  oti 
camera  session  from  four  to  two 
hours  (group  singers).  Additional 
time  shall  constitute  an  additional 
session  for  each  two  hours  or  part 
thereof."  Present  contract  has  two 
hour  limit  for  all  players  in  com- 
mercials except  group  singers  am 
other  vocalists. 

While1  following  SAG  commercia 
(film)  proposals  for  a  large  part 
AFTRA  (tape  and  live)  included  ; 
number  of  thoughts  of  its  own 
"New  proposals"  made  b\  AFTHB 
included: 

Hand  models  and  Physical  Dem  | 
onstrators:  "A  performer  wihoi 
lines  in  a  commercial  who  is  re 
quired  to  demonstrate  or  illustrat 
any  special  business  with  his  hand' 
and  or  any  other  part  ot  the  hod 
but  whose  face  is  not  shown.  shalB 
be  paid  the  applicable  rate-  fo:fl 
hand  models  and  physical  demon  I 
stiators." 

On-Camera     Performers:      "X<> 
more  than  12  months  from  the  date  I 


I   I 


I 

1 

1 


SPONSOR    30    SEPTl  MBER    1% 


I 


ol    III  st    use,    lint     in    no    e\  ilit    111  •)• 

tli. 111    I  i  months  From  date  oi   n 
(ording    now    is  and    19  months 
w  hichevei  date  is  eai  liei    shall  i  on 
kritute  tlic  in  > \ 1 1 1 1 1 1 1 1 1  pel  i< »1  ol  use 
and   re  list      I  he    il" ivc   pel i"(l   ol 
usages  i-<  grunted  <>ii  >  ondition  th  it 
u  ith  respect  to  commercials  foi  one 
product,  .1  guaranteed  minimum  ol 
.S")(H)   pei    i  yt  le   shall    I  >    t  redited 
against  us  ig<   w  itlnii  th.it  cycle  and 
paid  tn  the  pei  Form*  i 

s  \( .  aU. i  pic iposed  .i  reduction 
prom  - 1  luiiiiths  tn  is  in< mtlis  maxi- 
mum   USe    lni    .in    i  'll    i    mi,  i  ,    \  i  iu  i 

1/  I  H  (  network  proposal* 

\  I  rRA  also  In* I  man)  prop* is.iU 
For  the  "(  in!'-  "t  Fail  1'i.u  tu  e  foi 
Network  Television  Broadcasting.' 

The  inn  'ii  I -I.     proposed  re- 

\  feed  program  fees  foi  am n<  <  i  s 

mi  camera  6>  e  times  per  w  eek  I  i 
a  program  in  the  15  to  JO  minute 
Range,    \l  I  Ii  \   proposed  .i  ft 

17.  For   10  to  80  mm 
lies   $630,  now  $530   Foi  60  to  l*» 
minutes    s>7iri    now    MWi i 

lii  .i  proposal  w  hich  could  matei  i 
.tlU  t  hange  the  role  "l  » » 1 1  camera 
hnouncers,    fees    which    formerly 
applied    lor   more   than    ten    lines 
wiin'd  be  changed  to  "more  than 

Five   lines 

Foi  group  dancers,   Ml  Ii  \  pro 
■Dsed  .i  I"     in<  rease  in  .ill  progi  am 
I         .ml  an  ii n  rease  in  extra  re 
learsal  From  s~>  to  $6  an  hour.   \nil 
it  would  like  to  cut    included   n- 
■tarsal    hours    For    group    dancers 
From  two  to  Four  lions,  depending 
on  program  length. 

Turning     to     growing     industr) 
pr.u  tu  es     \!   I  i;  \     isles   tins 
syne  is  a  perform  m<  <•  « hich  falls 
within    the    categorj     oi     sii 
W  In  ii  .i  dam  (i  in  required  to  learn 
and  or  rehearse  and  or  memorize 
musk  and  K  rics  in  addition  to  per- 
■rming  .is  ,i  dan<  i  r,  be  shall  re- 
Hive  .m  .iddition.il  fee  for  the  lip 
s\  in   sen  ices  "I  not  less  than  75 
of  the  applicable  dancer's  program 
■e    W  hen  a  dancer  is  required  to 
pig  on  a  program  he  shall  be  paid 
ta    tlir  higher  ol  the  two  F« 
(b    the  additional   fee  oi   the  afore- 
mentioned 75'     for  lip  s\iu    whuli- 
i'\er  is  the  highi  i    If  a  singer  also 
dames  on  the  program,  he  shall  l>e 
paid   not   less  than   a  dancer  who 
sinus 

Meal    Periods:      I :       -  id    meal 

period  shall  be  7(1  minutes  n,.u  N> 
in  li-ngth." 

SPONSOR     it)   si  rii  miu  k    19 


SAG-AFTRA  tv  commercial  proposals 

(  I    \SS    \    I'HtM.HXM    (  OMMI.IU  I  \l  v 

1      »up  Sin 
dilh  i  listed  in 


ON    CAMERA 


OFF    CAMERA 


Use 

3  or  4 

5  or  more 

3  or  4 

5  or  more 

1 

$80  00 

$7100 

00 

$41 

2 

64.00 

56  00 
45.00 

35  00 
3200 
30.00 

$12.00  ($6. 

30  00 

3 

51.00 

27.00 

413 

48.50 

43.00 

2500 

14  and 
each  use 
thereafter 

20.00  ($ 

13)    17.00  ($11) 

J  00  ($6.25) 

Incidental    Rehearsal:      Ml    p<  i 

formers  shall   n  <  eivi    i  redit   ol   .it 
le.ist   one  lioni   rehearsal  t"i   each 
time  that  the)    n<    required  bj  the 
pr nliH er  to  appear  outside  the  stn 
dio  premises  during  a  regulai    n 

he.irs.il     {\a\      foi     I  boosing    .m<  I 

fitting   ol    wardrobe    and  or    v 
which  shall  I"  part  ol  or  contiguous 
to  die  minimum  <  all   This 
meiit  sh.dl  not  be  di  en*  nd 

the  minimum  call  Pa) ment  <>l  t! 
hours  ni   rehearsal   at   the  regulai 
rehearsal  i  ate  sh.dl  be  mad' 

'■  irmei  -    «  h  i   an     n  quir< '!    to 

appear   foi    »  hoosing   and    or   fit' 

of  i  nd  or  wigs  on  d 

v.  huh  are  not  part  ol  the  < 
tive   ii  hearsal  i\.i\  -  ntiguous 

to   the   minimum  call   on   anj 
sal  da) 

(  ast    credits:      In    •: 

\  iolation  oi  an)   "I  tin 

pi"\  feions,  tin    produi  ei   sh.dl  pa) 

•  it  it  ll    <  I        to        I 

i  redits     in<  luding 

formers     in  additional  payment 

00    and  no 
ma)  lited  against  this  sui 

The  penalt)  pro*  ision  is  new 
Phonograph  recordings:  new  pro 

pos.il 

formani  es  on  phonograph 

ing  aii   used  i  »n  t<|.\  ision  eith<  i 

backgn  iund  i     ordii 

singi 

formers,    ineluding    puppi  I 

mated    I     '  in\ 

othi  lip 


in  the  phonograph  i 
paid  the  applicabh 

•   'Ith    m   I 

th«     perform)  i 

■  ■    |n  i Ii irming  h 

n 

New  smell:  \  l.(  new  * 

\\  ashington,  I )  <      sh.dl  be  bv  lud- 
ed  in  tl  thi    \  I  I 

!es    the    S 

\|i'  ..ml   Mutual  ... 

Use       n|        in* 
\  I     I   I.   \  "llll     like     t.i     put     111     ' 

I    111. 
■  ',      \  I     II. 

sJXlts         \| 

I 

' 


Cold  war  thaw  unblocks  tv 


Reds  aid  U.S.  specials 


LESSENING  nl  tensions  between 
K.isi  and  Wesl  is  resulting  in  more 
than  friendlier  relations  between 
governments  —  it's  also  bringing 
about  a  flurrj  ol  activity  by  film  pro- 
duction and  syndication  companies 
seeking  to  present  a  "real"  picture 
of  life  in  Russia  to  American  tv 
viewers,  as  well  as  those  in  other 
countries  throughout  the  world. 
One  ot  the  most  energetic,  and  suc- 
cessful, of  the  producers  is  Sig 
Shore,  a  long-time  tv  executive  who 
is  commuting  ever}  few  weeks  be- 
tween the  l'.  S.  and  Russia  to  work 
out  details  on  the  import  and  exhi- 
bition of  films  depicting  various  as- 
pects ol  Soviet  history  and  life. 
Shore,  who  at  one  time  distributed 
the  Sel/.niek  pack  of  motion  pic- 
tures to  tv,  was  one  of  the  first  to 
import  a  made-in-Rnssia  feature. 
The  Sword  and  the  Dragon,  around 
1958.  Alter  its  theatrical  inn,  he 
sold  it  to  WOR-TV,  New  York,  and 
the  film  scored  one  of  the  highest 
ratings  in  its  airing  on  Million  Dol- 
lar Met  ic.  \im  on  his  own  for  the 
first    time.   Shore   just   brought  over 


for  theatrical  booking  the  film,  Mi/ 
Name  Is  Ivan,  which  has  won  criti- 
cal acclaim  in  addition  to  packing 
patrons  into  theatres  where  it's 
shown.  His  latest  move  on  the  mo- 
tion pitcure  front  is  to  acquire  U.  S. 
rights  to  the  Russian  version  of  War 
and  Peace.  He  says  it  runs  eight 
hours  in  its  present  form,  and  he's 
trying  to  work  out  details  on  cutting 
it  down  to  four.  All  these  negotia- 
tions, says  Shore,  paved  the  way  for 
him  to  obtain  footage  from  Soviet 
archives  which  he  plans  to  augment 
with  new  film  where  necessary  and 
develop  into  tv  specials.  The  first 
one  in  his  docket  is  titled  The 
Story  of  Pravda,  showing  the  news- 
paper's history  as  it  related  to  the 
Russian  revolution.  He  said  he  has 
50,000-60,000  feet  on  film,  which  is 
being  cut  down  to  eventually  be  re- 
leased as  an  hour  or  90-minute 
black-and  white  special.  "Previous 
documentaries  on  the  revolution," 
says  Shore,  "have  been  rather  shal- 
low and  kind  of  old-fashioned."  Rut 
he  feels  his  footage  will  "give  the 
people  of  the  free  world  a  better 


I  \M\\|si   COMMUTER  SEES  STARS:  Sig  Shore,  while  on  <•.«.■  of  his  jaunts  to 

itli  Koyla  Burlyaev,  rtai  ol  "\h  Name  Is  Ivan,"  Soviet  film  he  is  distrib- 

S    II.   vi\--  Burlyaev's  greatest  ambition  i-  to  own  ,i  Corvette.  In  back- 

il  B  ill.  t  theatre  in  Most  ow,  vi  here  one  ol  his  t\  specials  will  be  filmed 


insight  into  the  history  of  commu- 
nism" as  the  Soviet  has  fostered  it. 
Shore  points  out  that  Lenin  gained 
his  original  recognition  in  the  Rol- 
shovist  movement  through  Pravda, 
which  he  used  to  gain  power  for 
himself  and  mold  the  entire  move- 
ment —  even  contributing  to  it 
while  in  exile.  He  said  he  has 
talked  with  ARC  about  this  special, 
and  the  network  is  awaiting  a  copy 
of  the  first  draft.  The  second  show 
planned  is  titled  Ten  Days  Thai 
Slwok  the  World,  compiled  from  all 
footage  screened  for  him  by  the 
Soviet  government  during  his  visits 
there.  This  will  be  an  hour  program 
in  b&w.  In  explaining  his  reason  for 
taking  this  subject,  he  said:  "The 
Russian  revolution  was  very  impor- 
tant to  the  American  people.  I  felt 
the  NRC  White  Papers  on  it  should 
have  been  responsible  for  throwing 
the  NRC  News  people  out  of  broad- 
casting, rather  than  out  of  Moscow, 
as  was  done.  They  (the  White  Pa- 
pers) were  terrible.  The  newsmen 
cheated  and  padded  in  order  to  do 
what  were  alleged  to  be  documen- 
taries. Thev  were  phony  and  cre- 
ated false  illusions.  I  hope  we  don't 
do  the  same  type  of  program." 

Bohhoi  Ballet  featured 

Third  special  on  tape  is  an  hour 
in  color  on  A  Night  at  the  Rolshoi, 
consisting  of  ballet  highlights  from 
the  Rolshoi,  Moiseyev.  and  Georg- 
ian dance  companies.  Plans  call  for 
each  special  to  be  sold  on  a  separate 
basis.    Commenting    on    potential  I 
sponsors,    Shore    noted:     "I    think! 
American  industry  certainly  recog-l 
nizes  there  is  some  kind  of  thaw  in  I 
the  cold  war.  They  recognize  the  I 
economic  factor  as  one  of  the  first  I 
signs.  Almost  any  big  company,  in| 
foreign  as  well  as  domestic  opera- 
tion, should  lie  able  to  recognize 
the   abstract    as   well      as   tangible 
benefits."    Others    readying    Soviet 
material    for    U.  S.    tv    screens    in 
elude    Stallion    Films    and    Drsih 
Sales.    Stallion    last   week   obtainec 
exclusive  and  previously  unshoMfl 
film    on    the    Russian    space    effojj 
from  the  Soviet  Embassy,  and  wa* 
also  granted  exclusive  rights  to  al 
documentary  and  news  film  on  then 
space  program  produced  by  Novosfl 
Press  Agency.  The  film,  titled  Tin 
Great  Adventure  in  Space,  was  pro 
duced  expressly  tor  Stallion  and  in 
eludes  footage  never  seen  b\  eitha 
American  or  Soviet  public. 


SPONSOR   30  septfmbir   196* 


Uncle  Sam's  anxious  doctor  What  he's  worried   ahout 


~\ 


1 


ADVERTISERS:  Special  Report 


Billions  in  smokes 
at  stake  in  federal  study 


i  \(  11      SAM'S     W\l<>'  S    l 

TOR    nu 

r//>< >n  a  nagging  medical  '/"• 

i/ctir  when  he  got  a  Presidential  okay 

to  make  a  in  o-part  study  oj  tm 

and  health,  Part  I.  din 

existing  data,  Part  U  ow  with 

n  commendations   for  at  Hon    I  utfo  r 

;     i .  mi.  Vf.D    •  ttant  chi 

National  ll>  'art  Institute  I 
White  House  appoinhm  nt  as  ->'" 

ml  in  January  1961  and 
u,  got  i  rnmeni  n  the  l(l  i 

w  HAT    III     WORRI1  S  ABO 
partially  summarizi  d  by  this  \ 
from  abroad.  It  i  d  by  the 

British  Health  M 
■i  hat  tin 
tmoking  dai  n  th, 

S    inquiry 

initially  and  v!'*>  million 
in  broatU  nst  tin! 


As  oca 
thmk  is  the 
tli.    bradi  s  histoi 
ttbati  d   .Hid  climbing  to  nev    l< 

I 
■  n mi  th  I  the 

I 
i  oi    \ 

d  th 

r  th.it  ]>• 

luing 

the    S  ' 


SPONSOR    30    SEPTEMBER    1963 


ADVERTISERS 


in  be  above  reproach.  H<>\\  good 
the  tobae<  o  tastes,  how  well  it  is 
filtered  and  packaged — tin's  is  the 
stor)  cigarettes  are  telling.  And 
the)  are  .it  pains  to  make  it  clear 
the)  are  talking  to  responsible  adult 
<  ustomei  s 

In  spite  oi  efforts  to  look  reason- 


ably wholesome  as  cigarettes  seek 
an  honest  dollar,  sniping  goes  on  in 
various  public  opinion  camps. 
\mong  the  detractors  —  doctors, 
lawmakers  and  administrators, 
media  critics  and  inevitably  the 
makers  of  competing  products — 
sonic  arc  happily  predicting  a 
"harsh"  report  By  the  Advisory  Com- 
mittee on  Smoking  and  Health.  The 
committee,  assembled  at  the  Presi- 
dent's direction  last  year  by  the 
Surgeon  General,  is  to  report  by 
yearend. 

Still  tobaccomen  manage  to  re- 


main sanguine  in  the  face  of  anxi- 
ety around  them.  They  don't  see 
how  the  committee  could  make 
anything  conclusive  out  of  existing 
research.  The  Tobacco  Industry  Re- 
search Committee  has  seen  no 
health  charges  proven.  In  Washing- 
ton the  Tobacco  Institute  wel- 
comed the  Surgeon  General's  study 
as  "timely  and  appropriate  in  view 
of  the  recent  flurry  of  interest  in 
the  subject."  An  American  Tobacco 
official  earlier  this  year  told  security 
analysts  that  cigarette  use  had  in- 
creased since  1954,  when  the  "anti- 


7:30 


8:00 


8:30 


MONDAY 


[OJ 


TUESDAY 


[OJ 


WEDNESDAY 


[OJ 


THURSDAY 


[OJ 


FRIDAY 


[OJ 


SATURDAY 


[OJ 


ii 


SUNDAY 


[OJ 


THE  OUTER  LIMITS 

Liggett  &  Myers 


TO  TELL  THE  TRUTH 
R.  J.  Reynolds 


MONDAY  NIGHT  AT  THE  MOVIES 

American  Tobacco/  P.  Lorillard 


COMBAT 

American  Tobacco 


RED  SKELTON  HOUR 

Philip  Morris 


THE  VIRGINIAN 

Liggett  &  Myers 


PASSWORD 
R.  J.  Reynolds 


RAWHIDE 
Philip  Morris 


77  SUNSET  STRIP 
R.  J.  Reynolds 


JACKIE  GLEASON'S  AMERICAN  SCENE  MAGAZINE 

Philip  Morris 


ED  SULLIVAN  SHOW 
P.  Lorillard 


WAGON  TRAIN 
R.  J.  Reynolds 


McHALE'S  NAVY 
R.  J.  Reynolds 


REDIGO 
Brown  &  Williamson 


GLYNIS 
R.  J.  Reynolds 


DR.  KILDARE 

Liggett  &  Myers 


BURKE'S  LAW 
Liggett  &  Myers 


ROUTE  66 

Philip  Morris 


JOEY  BISHOP  SHOW 
P.  Lorillard 


ARREST  AND  TRIAL 
Liggett  &  Myers 


... 


ps  nil  shared    Considerable   sports  find  special-events  activity   by   cigarettes   not    sin 


feigarette  « ampuign  began,  l>> 
While  else 
■  here  a  slight  pei  i  apita  slip  w  -is 
■ported  last  yeai  aftei  i  li\  e  yeai 
rise,  total  s.ilcs  continued  i"  grow. 
Media  men  won  led  about  the  hi 
tut <•  <>i  i\ \  fourth  I. ii gesl  i  ustomei 
.tie  reassured  when  the)  remembei 
di.it  .ul  budgets  ha> e  ci mtinued  t" 
limb  witli  s.ilcs  .is  cigaretti  s  fend 

»>cl  oil   .ttt.u  ks  (he  Lis!   (I.  (  .ul.      I 

anttis  have  thrived  .mil  based  nev 
successes  » »r  1  filtering  the  worrj  out 
ul  smoking.  ( lompeting  brands  have 
Bown  to  >l  "ii  t\  s  latest  client  list. 


in.  ill. i     iindcniabl) 

i  oubles 

<  II  ..|  s! 

si  hedi  '<     «  iili  i  ollcgc  new 
and    •.  in  .1  radio  stations  tins 

the  i  umblin  p  in  U  ashington   ( I 

era!  m<  dia   t.iLr 

ii>   tin  ii    1 1 1 1 1 1 > <i    ciilli  hardl) 

<'\|>< •<  t  t"  I"    similai l\   lut    s 

tin    brand  ra<  i    advertisers  plainl) 
cannot  afford  t"  stop  pi  foi 

Rathei     than    an)     <  urtailment 
general   media   might   l""k   l"i    n 


ill 

n    in 

ln|i  inilmiis  and 
l>ii  tun     adult 

II)  an)  ;  •  .ill 

III        in  u         ; 

plai 

I 
iips    disavo\vin 
thing  that  appeals  ' 
mil  tin -n  eldi 
•■   tluin. 


9:30                                                     10:00                                                  10:30                                             11:00 

THE  BREAKING  POINT 
Brown  &  Williamson 

w         

EAST  SIDE  WEST  SIDE 
Philip  Morris 

SING  ALONG  WITH  MITCH 

Htest  show  on  earth 

nenc.in  Tobacco 

THE  FUGITIVE 
Brown  &  Williamson 

GARRY  MOORE  SHOW 
R.  J.  Reynolds 

1 

1 

1  CASEY 

Irown  &  Williamson 

CHANNING 
Brown  &  Williamson 

Ierly  hillbillies 

1.  J.  Reynolds 

DICK  VAN  DYKE  SHOW 
P.  Lorillard 

my  dean  show 

merican  Tobacco 

VI  MASON 
ul ip  Morris 

THE  NURSES 
Brown  &  Williamson 

THE  FARMERS  DAUGHTER 
Liggett  &  Myers 

TWILIGHT  ZONE 
American  Tobacco 

ALFREO  HITCHCOCK  SHOW 
Philip  Moms 

JACK  PAAR  SHOW 

JERRY  LEWIS  SHOW 
Liggett  &  Myers 

DEFENDERS                                                                                                    GUNSMOKE 
rown  &  Williamson                                                                                     American  Tobacco 

URDAY  NIGHT  AT  THE  MOVIES 
■Hcan  Tobacco  R.  J.  Reynolds 

Y  GARLAND  SHOW 
merican  Tobacco 

i 

AUVtKlliCKS 


cigarettes  are  making  more  than 
lull  thrii  monej  on  Biters  and  16% 
•  in   menthol.  (P.   Lorillard  on  the 

strength  ol  Kent  and  other  evidence 
looks  for  filters  to  take  75%  of  the 
market  eventually.)  Explaining  fil- 
tration presents  a  challenge  that  is 
giving  some  copy  a  mechanical 
slant.  Variations  of  menthol's  re 
freshment  theme  are  following  ad- 
dition of  new  llavors  to  smoke.  In 
the  pitch  for  brand  switching  the 


$25-million 
radio  account 

Radio  advertising  by  ciga- 
rettes should  be  running 
better  than  $25  million  an- 
nually, based  on  a  projec- 
tion by  Radio  Advertising 
Bureau  of  $20  million  for 
this  year,  plus  current  sales 
at  the  networks.  (Both  are 
guesses,  since  radio  sales 
are  not  officially  recorded). 
I!  \B    estimates    that    spot 


virile  appeal  has  worked  so  hard 
for  sponsors  that  it  has  arrived  at 
the  point  of  satirizing  itself  to  gain 
attention. 

Here  are  highlights  of  big-six 
Cigarette  copy,  much  of  it  identical 
on  the  air  and  in  print 

AMERICAN    TOBACCO 

1  aste.  pleasure  and  relaxation  are 
central.      Dual      Filter     Tare)  ton   is 

making  a  good  uatured  break  with 
the  euphoria'  tradition  as  BBDO. 
I  iking  over  the  account  from 
Lawrence  C.  Gumbinner  intro- 
du<  is  "the  misw  itchables,"  portray  • 

I  man  w  ith  a  black  e\  c  w  ho  sa\  s 
lie'il    lather   fighl    than    switch.     I  he 
•  in  lusl   in  print,  w  ill  show- 
ill)   latei    "ii    television   where   the 
a    hungry    For  Ba>  oi     song 
1  in  k\  Strikes,'  "blended 

th(     men 

bni   not   from   dit. 


girls,''  BBDO's  copy  says,  sounding 
a  note  some  critics  have  questioned. 
Pall  Malls  (through  Sullivan,  Stauf- 
ler.  Colwell  &  Bayles)  still  tout 
extra  length  that  "travels"  the 
smoke  for  added  pleasure.  Mont- 
clair,  American's  menthol  brand 
(SSC&B),  says  "the  last  puff  tastes 
as  good  as  the  first  puff"  because 
menthol  is  in  the  filter,  "not  in  our 
fine  tobacco." 

BROWN    &    WILLIAMSON 

Claiming  pioneer  honors  for  fil- 
ters and  menthol  (Viceroy  and 
Kool),  B&W  continues  to  try  new 
tastes,  adding  clove  to  the  latest 
light-menthol  filter,  Breeze 
(through  Bed  Bates).  The  com- 
pany also  keeps  the  venerable  de- 


sales  are  5%  ahead  of  last 
year.  Networks  report  en- 
couraging cigarette  activity 
and  good  gains  over  1961, 
although  1963  vs.  1962  rates 
vary  from  35%  up  to  23% 
down.  Among  the  brands, 
R.  J.  Reynolds  has  been  a 
mainstay  over  past  years, 
now  joined  by  all  the  ma- 
jors but  one,  Brown  &  Wil- 
liamson, which  has  been  a 
holdout  from  network  radio 
in  recent  vears. 


vice  of  coupons  going  for  Raleigh 
and  menthol  Belair  (both  through 
Keyes,  Madden  &  Jones)  as  the 
basis  for  a  male  brand-switch  ap- 
peal. Viceroy  copy  (Bates)  is 
sticking  to  the  happy,  young  social 
theme  of  past  years  with  "the  taste 
that's  right,  that's  right"  refrain. 
Kool  (Bates)  suggests,  "Come  all 
the  way  up  to  Kool."  Avalon 
(  Hates)  is  in  test  markets  with  an 
old  name  but  a  new  triple  filter 
highlighting  copy.  Coronet  (Comp- 
lon  i  had  a  test  fling  this  year  but 
has  already  quit  advertising.  In 
listing  B&Ws  ad  themes,  vice  presi 
denl  John  \\  .  Burgard  admitted  to 
a  persistent  concern  that  commer- 
cials' effectiveness  is  being  vitiated 

b\  air  "clutter"  of  credits,  promos 
and  other  non-entertainment  ma- 
terial. He  wishes  NAB  President  Le- 
l\o\  Collins,  who  has  been  worried 
about   cigarette  advertising  stand- 


ards, would  interest  himself  in  this 
issue,  but  the  NAB  keeps  ducking 
it,  says  Burgard,  who  has  been  cam- 
paigning on  clutter  in  the  Assn.  of 
National  Advertisers  and  other 
forums  (sponsor  1  April). 

LIGGETT    &    MYERS 

Flavor  is  the  whole  story  for  Lig- 
gett &  Myers'  three  majors,  L&M 
Filter,  Chesterfield  King  and  Lark 
Filter,  the  last-named  just  breaking 
into  big  tv  money  this  year.  Copy 
(all  three  through  J.  Walter 
Thompson )  mixes  men,  women  and 
sporting  in  outdoorsy  settings. 
L&M,  third  running  tv  advertiser 
with  $4.85  million  the  last  six-month 
reporting  period,  says,  "when  a  cig- 
arette means  a  lot,  get  lots  more 
from  L&M."  Chesterfield  Kings,  as 
any  viewer  knows,  "taste  great  be- 
cause the  tobaccos  are"  and  "21 
great  tobaccos  make  20  wonderful 
smokes."  Lark  sells  "rich,  reward- 
ing flavor"  and  its  three-piece  char- 
coal granule  filter.  Duke  and  Oasis, 
as  the  table  shows,  are  practically 
out  of  the  running  on  tv. 

P.    LORILLARD 

Second  in  the  tv  stakes  with  $12.6 
million  the  first  half  of  this  year, 
Lorillard  also  spent  the  number  two 
sum  for  Kent  with  $4.86  million 
in  that  period.  Kent  copy  (through 
Lennen  &  Newell,  which  also  han- 
dles Newport,  York  and  Old  Cold 
Straights  stalks  with  a  smoker's 
straightforward  comparison  ap- 
proach and  appeal  to  "smoke  Kent 
with  the  Micronite  filter."  New- 
port's "hint  of  mint  makes  the  dif- 
ference," and  York  Imperial  is  fo- 
cusing on  the  package,  freshness 
and  sophistication.  Spring  menthol 
filter  (through  Crey)  has  a  relaxed 
"lightness  in  living"  outdoor  theme. \ 
Old  Gold  Spin  Filter  (  Grey  )  "spin 
the  smoke,  spins  more  flavo 
through,  according  to  the  brand's  I 
football-star  commercial  personali 
ty. 

PHILIP    MORRIS 

Romantic  figures  and  mechanics 
improvements  are  big  in  the  Philip 
Morris  picture  from  the  classic 
Marlboro  man  (through  Leo  Bur- 
nett )  to  the  new  plastic  pack  for 
1'axton  and  Saratoga  (both  Benton 
&  Bowles).  Twin-filtered  1'axton 
and  Saratoga  ( the  former  with  men 
thol)  make  much  of  their  lbimillex 
pack    and    filters.    "Marlboro    conn 


SPONSOR   .111   siimimiiik    \%5m 


TV  GROSSES 

Source:  TvB  Rorabaugh 

FIRS1 
spot 

'  SIX  MONTHS 
network 

1962 
total 

FIRST 
spot 

SIX  MONTHS 
network 

1963 
total 

AMERICAN  TOBACCO 
Lucky  Strikes 

$       11,520 

466 

$  1,276.986 

$       18,280 

$  1.446,400 

$  1,464.680 

Montclair 

79,400 

79,400 

509.370 



1,370 

Pall  Mall 

402,270 

2.733.674 

3.135.944 

. 

2,934,700 

■•0,940 

Tareyton 
TOTAL 

BROWN  &  WILLIAMSON 

Belair 

43,650 
$     536,840 

$       14,330 

1,537,533 

1,581.183 

.200 

$  5,536,673 
$     701.714 

$  6,073,513 
$     716 

267,180 

W2.200 

$     5 

Raleigh 

5,910 

1,217,133 

1,223,043 
292,609 

380,380 

238.300 

- 

Raleigh  &  Belair 



292.639 



1,583,600 

Breeze 







15' 



15,000 

Coronet 





15.160 

Kentucky  King 

Kool 

Viceroy 

2.080 
103.540 



2,080 

1,030 

1.548,544 

1,657.084 
2.894.671 

••ooo 

•1,690 

85,340 

2,839.331 

560,090 

2.130.100 

2.690.190 

TOTAL 

LIGGETT  &  MYERS 
Chesterfield 

$     216,200 
S  1,498,850 

$  6,559,331 
$  1.756,640 

$  6.785.531 

I  3.255.490 
4.968,304 

:j30 

714.730 

;.  ■>  318,200 
053.300 

$  7.383.730 
$  2.668.030 

L&M 

1,692.950 

3,275.854 

1,239.930 
199.320 

4.854.380 

Lark 







86.600 

285,920 

Duke 

4.200 



4.200 

1.930 
1,930 

1.930 

Oasis 

63.370 



63.370 

1,930 

TOTAL 

P.  LORILLARD 

Kent 

$  3,259.370 
$  1.990.380 

$  5,032,494 
$  2.913.559 

S  8.291.864 
S  4.903.939 

$  2,207,890 

047,890 
1,371,310 

I  5.504,300 

314,200 
.100 

$  7,812.190 
$  4,862.090 

Newport 

1,184,210 

1.028.416 

2.212.G26 

5.410 

Old  Gold 
Spring 

York 

1,373,040 

611.876 

1.984.916 

1,257,340 

1.327.300 

2.591 

483,380 

855.965 

1.339.345 

349 

702.800 

1.052.670 

1,805,090 

929.153 

2.734.243 

508.170 

162.400 

670.570 

TOTAL 

PHILIP  MORRIS 
Alpine 

$  6,836,100 
$       67,790 

S  6.338.939 
$     739.489 

$13,175,029 
|      807.279 

|     .044,580 
$       31.600 

I  G  568.800 
03 

( 1 2,6 1      ■ 

:  2.800 

Commander 

586.240 

500.185 

1.086.425 
2.704.550 

:oo 

1.670.830 

200 

Marlboro 

853.080 

1.851,470 

-  900 

Parliament 

2.030.810 

958.997 

2.939,807 

L . 1 I 

Paxton 





223.920 

Philip  Morris 

235.300 



235 

28° 

• 

Saratoga 

Tob-              jets 
Genera!  Promot  on 





465.961 

466.961 



3.000 



Dunhiil 

3,000 





TOTAL 

R.  J.  REYNOLDS 

Brandon 

Camel 

S  3,776,220 
$     213.150 

$  4,524.545 

$  8.300.765 
$     213.150 

$  3,067.720 
76.200 

196.600 

76.200 

126.690 

4,320.029 
3.775.771 

719 
4.3- 

Saiem 

Winston 

Cavalier 

602.660 
460 

- 

'0.556 

016 
'30 

• 

' 

7.C" 

730 





TOTAL 

$  1.374.690 

$12,056,356 

$13,441,046 

--900 
'  333.150 

GRAND  TOTAL 

$15,999,420 

$40,068,368 

$56,057,783 

HOO 

SPONSOR     in   mnmiwk    I! 


ERTI5ER5 


Special 


try,"  is  taking  tin'  man's  man  every- 
where with  a  storj  ol  filter  flavor 
based  on  the  "Richmond  recipe." 
Parliament  (R&B)  einpliasizes  "ex- 
tra margin"  in  its  recessed  filter. 
Philip  Morris  Commanders  (Bur- 
nett )  beast  tobacco  vacuum  clean- 
ing by  the  new  Mark  YI11  machin- 
ery, and  Mpine  (  Burnett)  sells  the 
filtered  'Tight  touch  of  menthol"  in 
outdoor  imagery. 

R.    J.    REYNOLDS 

\\  ith  a  top  six-month  t\  budget 
of  $15  million  backing  up  a  claim 
ol  national  leadership  for  its  three 
big  brands,  Reynolds'  Winston.  Sa- 
lem, and  Camel  (all  through  Wil- 
liam Est)  i  are  bitting  the  flavor- 
pleasure  theme  in  sports-work  ori- 
ented copy  directed  to  both  sexes. 


Winston's  theme  since  1955,  "tastes 
good  like  a  cigarette  should,"  was  a 
S7  million  time  on  tv  the  first  half 
of  this  year  and  has  been  varying  its 
art  latch'  to  locus  on  the  cigarette, 
as  in  one  commercial  that  only  in- 
troduces people  in  a  golf  green  shot 
tagged  on  in  closing  seconds.  Men- 
thol filtered  Salems  illustrate  taste 
freshening  "softness"  with  couples 
in  landscapes.  Outdoorsmen,  sport 
couples-  and  singing  groups  carry 
the  Camel  message,  "every  inch  a 
real  smoke."  Brandon,  relative  new- 
comer to  unfiltered  king-size  ranks, 
is  not  being  advertised  at  present, 
nor  is  Cavalier,  an  older  long  non- 
filter  in  a  crushproof  box. 

With  these  general  messages  of 
taste  and  filtration  for  adult  enjoy- 
ment, cigarette  makers  are  maintain- 
ing their  lifeline  to  the  market.  The 
importance  of  this  lifeline  was  put 
in  terms  of  survival  by  Lorillard 
President  Morgan  J.  Cramer  when 
he  explained  to  stockholders  that 
tew  businesses  are  so  dependent  on 
advertising  as  cigarettes. 


Advisory  Committee 
on  Smoking  &  Health 

The  future  of  cigarettes  is 

in  the  hands  of  ten  experts, 
selected  by  the  surgeon  gen- 
eral from  recommendations 
In  tli<-  Public  Health  Serv- 
ice, American  Cancer  So- 
ciet\ ,  American  College  of 
(.'best  Surgeons,  American 
Heart  Assn.,  American 
Medical  Assn.,  Tobacco  In- 
stitute, Food  &  Drug  Ad- 
ministration, National  Tu- 
berculosis Assn.,  Federal 
Trade  Commission  and  the 
President's  Office  of  Science 
and  Technolog)  .  The)  are: 
Lot  is  I".  Ku  si  k.  Ph.D., 
ol  Harvard  University, 
\\  hose  field  is  chemistry  ol 

tobaCCO  smoke;   K\IXI  \\l  I  I 
Farber,    M.I)..    Ph.D.,    I  m 

versit)  <>(  Pittsburgh,  exper 
imental  and  clinical  pathol- 

\l  u  iu<  i     I  I     Si  i  \  i  us. 
Pli  I)      MD..    r.iixersitN    „| 

Michigan,  pharmacolog)  ol 
mesthesia  and  habit-form 
ing  d  i  ii  us    Leonard  M. 


Si  human,  M.D..  University 
of  Minnesota  School  of 
Public   Health,  health  and 
its  relationship  to  the  total 
environment;  Charles  Le- 
\I  ostre,  M.D.,  Woodlawn 
Hospital  and  Southwestern 
Medical  College,  Dallas,  in- 
ternal  medicine,   infectious 
diseases,    preventive   medi- 
cine;  Jacob   Firth,    M.D.. 
Francis  Delafield  Hospital, 
New  York,  cancer  biology; 
Walter  J.  Burdette,  Ph.D.. 
M.D.,   University   of    Utah 
School  of  Medicine,  clinical 
and    experimental    surgerj . 
genetics;  John  B.  Hi<  kxi  w 
M.D.,    University  of   Endi 
ana,    internal    medicine. 
physiology  of  cardiopulmo- 
nary  disease.   Wii.uaxi   C. 
Cochran,    M.A.,    Harvard 
U  niversity,  mathematical 
statistics  with  special  appli- 
cation    to     biologic     prob 
[ems;  Si  \\  hope  IU'im 
Jones,  M.D..  LL.D., retired, 
formerl)    of   Yale  School  ol 
Medicine,  and  Cornell  Uni 
versit)    Nevt    York  Hospital 


He 


| 


icaii 


Public  prominence  makes  ciga- 
rettes sitting  ducks  for  criticism. 
Being  called  on  the  federal  carpet 
in  the  past  about  mildness  claims 
has  made  careful  copywriters  of 
cigarette  advertisers.  But  after 
steering  clear  of  any  questionable 
assertions  for  the  product,  cigarettes 
still  are  open  to  attacks  on  their  own 
copy  "taste"  in  addition  to  the  basic 
medical  question  on  the  popular 
mind.  While  officials  keep  the  fire 
hot  in  Washington,  media  critics 
and  others  complain  elsewhere  of 
"immorality"  and  "hypocrisy"  in  sex- 
oriented  advertising. 

Attacks  on  cigarettes  mean  oppor 
tunity  to  others.  Anti-smoking  prod' 
utts  and  cigars  are  two.  Smokurb,  a 
chewing  gum  by  Hudson  Vitamin 
Products  to  help  curb  "the  habit," 
entered  the  market  this  year. 

Cigars,  for  some  20  brands,  made 
a  national  television  investment  the  ""' 
first  half  of  this  year  that  appreci- 
ated $2.5  million  over  that  period 
last  year  (including  a  small  amount 
for  other  tobacco  products). 


:.' 


Uo 


to: 


Medical  Center,  nature  and 
causation  of  disease  in  hu- 
man populations.  Bayne- 
Jones  also  is  special  con- 
sultant to  the  committee 
staff. 

Under  chairmanship  of 
the  surgeon  general,  the 
smoking-health  committee 
is  working  with: 

Executive  Director,  Her- 
\i  vn  F.  Kraybill,  Ph.D., 
nutrition  researcher  who 
had  been  special  assistant 
to  the  associate  director  for 
field  studies  at  the  National 
Cancer  Institute;  and  medi- 
cal coordinator,  Eugene  H. 
Guthrie,  M.D.,  who  left  Ins 
post  as  deputy  chief  of  PHS 
Division  of  Chronic  Dis- 
eases to  take  over  for  Piter 
Y.  Hvxmi.  M.D.,  PHS  Air 
Pollution  Control  Specialist 
who  was  hospitalized  from 
overwork  alter  assignment 
to  the  smoking-health  stud) 
[sponsor  19  August].  Kray- 
bill is  being  assisted  by 
\m  \  kiuriM.  career  infor- 
mation officer. 


SPONSOR   .SO  siiMixiiuR    MMiSj 


Henry  tells  radio -tv  executives: 

Avoid 


over-commercializing 


Tin     F(  (     w  ill   definitely    i n ij >•  >n( 
limits  mi  allow able  radio  and  t\ 
it  mi  in  in  i  .1 1  1 1  mi         it  i  hairman 
I  \\  illiam  1  lenry  i  .in  rail)  the  sup 
|)(u i  i  I  fellow  commissionei s. 

addressing  .t  pa<  Iced  gallery  "I 
In i Milt  isi in-  .ind  advertising  execu- 
Ives  in  New  "inik.  tin  ;  i  \ ,  .u  old 
It  i  1 1  in  t  desa  ibed  tin  degree  oi 
wli.it  In-  termed  "ovei  commerciali 

■II     nil   radio  .Hid   t\ 

\   listener  oi    viewer  may    well 
li.i\e  concluded  th.it  die  only  diffei 

em  i-  lutw  ecu  radio  .mil  t  <  1  <  -\  Ision 
is  tli.it  niie  gives  linn  'plugs'  m  his 
purs  .mil  the  other,  "spots'  before  Ins 
e\  es 

mlusli  y  hrittls  lislrn 

Mi  ire  than  I  ,(HH)  industry  execu- 
■ves,  gathered  last  week  ,it  .i  lunch 

run     meeting    Oi     the     lnteiii.itiuii.il 

■actio  .iml  Telc\  ision  Society  .  he. ml 
the    successor    to    Newton    Minow 

state. 

"I'm  36  \ ears  the  commission  has 
■lied     upon     vague     policy     pro 

noiini cineiit \  condemning  mule 
fined  'over-commercialization.'  It  is 
time  ...  to  gel  specific  —  t<>  bring 
this  policy  dow n  nut  nl  the  clouds 
.ind  into  the  homes  i>l  \  tew  ers  .mil 
isti  in  is  \\  hether  1>\  i ule  or  In 
■tlicy  statement,  we  need  to  estab 
ish  criteria  which  will  tell  the  pub- 
ic and  the  industry  what  we  mean 
n       \  i  i  ( ommerciali/atimi '." 

Last  March,  the  I  I  <  asked  sta- 
tion operators  to  comment   mi  its 

proposed  rule  to  adopt  NAB's  radio 
and  t\    codes  ad   commercia]   time 
standards  as   I  (  (     rules.  ( )t  the  >e 
spouse.  Henry  said  the  general  feel- 
Bg  among  licensees  was  that    "the 

task  is  impossible."  He  added  the 
E<  was  not  told  "w  h\  it  is  impos- 
sible, and  underscored  his  dissatis 
faction  1>\  saying  the  commission 
did  not  want  merely  to  lie  iniiii 
dated  h\  dog-eared  denunciations 
and  over-simplified,  unsubstantiat- 
ed conclusions 

In  answer  to  industry  opinion  that 

broad(  ast ei  s.  themselves,  should 
control  their  own  commercial  time 
standards,  Henry  said  that  liusm.  ss 
men.  concerned  with  the  "profit  pit 
hue."  would  always  put  the  NAB 
Seal  ot  Good  Practice  in  competi- 

sponsor   ;o  skimi  miuk  1963 


• itll      ih.     S,   ,|     ,|  i!,,     I   nii,  ,| 

Ill 

Henry  pi 

fa<  ■   ■ 

mission    with    I 

'is.  i  mil  program  produi  us  to 
Imthi  i    di  monstratc    the    problem 

.III.  I    dlsi    USS    Sllllltl 

W  ■■   know    that    i  <  'i 1 1 ii n  n  i. iK   .in 

tin    hie  blood   <>l    \"in    industry 

I  I'   HIV        issin,  ,|      his     ,,u,| .,||,| 

We  di>  n>'t  intend  In  pi.  s,  i  ih. 
h  i  T  Ins 

\t    a    new  s    i  ..ot.  Hi,,,     follow  ing 

Ins  talk  I  lenry  admitt*  d  'hat  at 
least  mi.  I  <  i  ,  ommissiom  i  w  ould 
have  to  altei  his  present  opposition 
to  instituting  i  ules  mi  i  nmmen  ial 

time    stand. uds    il    th.  i.     is    1..    I, 

mail 'i  it\     nl     foui     i . immissii  mei s 


I  (   (     i  li. nun. in  I      \\  illi.un  1 1  »i  ir  s 

in  i  did     to    adopt     sin  h    a     ml.        \' 
this  time,  i  hail  man   I  lem  \    Lis  .  mly 

three  linn  votes  behind  him  —  lis 
ow  n    .mil   those   "l   <  ■  immissii  in<  i  s 

Kenneth    \    Cox  and  II 

I  [olds  New   <  onfei  em  e 

Dunn;    his    Inst    majoi    add 

United 

livered  m  New  York  last  I  I  ' 

( hairman    I      W  illiam    I  lenry    di 

i  mnnii  i.  mention 

other  probli  ms  in  hi 


aluable    >  tinti 

ill 

■ 

that  while 

not  p-  imitt.  d  ti .  I 

In     hop  ntually    the 

[tiiring 
provide  inl  tl  .    I  I 

woli  l\  M 
h<  meant  l>\    ini 

Wt.lks         "II,  ,,|,| 

tatistical   <l 
■   i. mi  ial 
bei   "I  affili 
mation  would  helpful 

tW.i    tl 

the  in  -  .ml 

two.    how     their    affiliates    are    ; 

►  Si  'im,      li  many  affili 
in  s  often  tail  to  ,  |.  ,,s 
taming  publii   affiairs  programs 
those  only  partially                      md 
tin    publii    is  thereby   deprived 
mm  h  nl  the  best  tl" 

►  Utical  tun,      I 
\  ision  are  i  omin 

l>e  relied  upon  !>\    polil 

dati  -  I  ;  •    publi     in   turn   is 

rely  ing  in<  n  .ml 

it   w  ith  ms 

making    voting  v 

The    i  "st    to    the    i  andid.it. •    is    sk\ 

• 
;n  funds  t\  pn  all 

I  would  th< 

hked  tn  dis,  uss  further  m  it; 

thought    that    I    had 

■it  i>t  til  b\ 

■i    a    p. u' 
a     pi 

► 

|llll 

md 

w  it'' 


*    • 
o  -o 


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ADVERTISERS 


duPont  finds  tv  spot  effective 


\  test  marketing-advertising  experi- 
ment l>>  duPonl  has  found  spot  t\ 
.in  effectivi  medium  to  sell  Teflon 
cookware.  The  duPont  study,  in- 
volving controlled  advertising  in  13 
cities,  found  the  total  cookware 
market  expanded  by  21'<  and  pur- 
chases doubled  ol  the  type  carrying 
a  duPont  finish. 

James  C.  Becknell,  Jr.,  and  Rob- 
ert W.  Isaac  of  duPont  s  advertising 
research  section,  report  on  results 
ol  the  successful  test  in  the  Septem- 
ber Journal  of  Advertising  Research. 
The  research  design  called  for  three 
levels  ol  t\  advertising  in  the  13 
cities  during  the  fall  of  1962,  and  a 
cross-over  experiment  in  the  winter 
of  1963  to  detect  any  continuing 
effect  Iroin  the  fall  tv  advertising. 
\  wave  of  1,000  telephone  inter- 
views in  each  of  the  markets  during 
each  test  period  was  conducted. 

"The  successful  advertising  strat- 
eg)  more  than  doubled  purchases 
ol    cookware  coated   with  Teflon," 

the)    report.   "Purchases   went    Iron) 

27  units  in  markets  exposed  to  low 


or  no  advertising  to  59  units  per 

thousand    female    heads    of   house- 
holds. 

"A  'carry-over  effect'  from  the  fall 
advertising  occurred  at  the  high 
level  of  advertising,  i.e.,  purchases 
were  significantly  higher  in  markets 
exposed  to  a  high  level  of  advertis- 
ing in  both  fall  and  winter  than 
they  were  in  markets  exposed  to  a 
high  level  of  advertising  in  either 
the  fall  or  winter  tests  alone." 

"These  differences  account  for 
both  market  expansion  and  gains  in 
market  share  for  cookware  coated 
with  Teflon.  There  is  strong  evi- 
dence of  an  advertising  'carry-over 
effect'  from  season  to  season  in 
terms  of  building  market  share. 

"In  markets  with  no  duPont  tele- 
vision advertising  for  Teflon  cook- 
ware coated  with  Teflon  accounted 
lor  about  11%  of  the  market.  In 
markets  with  only  one  season  of  ad- 
vertising, the  market  share  reached 
about  16%,  and  where  advertising 
ran    lor    two    seasons    Teflon    mar- 


It's  a  plane;  it's  a  bird;  it's  Chevrolet! 


Latest  commercial  From  Chevrolet  brings  viewers,  via  helicopter,  closer 
•iikI  closer  to  top  ol  Monument  Valley's  2,000-ft.-high  Castle  Hock  pin- 
nacle in  I  I. ili.  Seated  nonchalantl}  atop  dizzying  perch  is  model  Shirle) 
liumscx  in  a  1964  Chevrolet.  'Copter  then  pulls  awa)  and  soars  around 
the  monolith,  showing  the  heights  and  scener]  with  appropriate  voice- 
concerning   nc«    car   and   theme,   "Chevrolet   Stands    xlonc.  '   Cai 

was   lilted   to   its   perch    in   sections   and    assembled    on    peak,   with   model 

also    taken   up    and    down   1>\    'copter.    Commercial    was   produced   by 
Uexandei     Film    Co.,    Colorado    Springs.    Campbell-Ewald    is    agenc) 


ket  share  reached  27%.  It  should  be 
remembered  that  the  increase  in 
market  share  for  cookware  coated 
with  Teflon  occurred  in  markets 
where  an  expansion  in  cookware 
sales  also  occurred. 

"Most  of  the  gains  for  cookware 
coated  with  Teflon  were  in  the 
metalware  segment  of  the  market. 
Cains  in  the  glassware-coated-with- 
Teflon  share  of  the  market  also  oc- 
curred in  those  markets  exposed  to 
a  high  level  of  advertising,  but  they 
were  spotty  and  may  be  a  result  of 
the  differences  in  the  distribution. 
There  is  no  evidence  of  an  advertis- 
ing 'carry-over  effect'  in  the  market- 
share  data  for  glassware  coated 
with  Teflon." 

The  duPont  researchers  note  the 
market  has  been  brought  to  life 
with  an  improved  product  and  a 
$1,000,000  level  of  advertising,  par- 
ticularly metalware.  With  glass- 
ware, the  response  was  not  as  good, 
which  they  say  max  be  a  distribu- 
tion problem  or  one  concerned  xvith 
the  product  itself. 

Cookxvare  units  per  1,000  female 
heads  of  households  in  the  fall  of 
1962  were  as  follows:  with  high  ad- 
xertising,  total  units  of  all  types 
were  404.  units  coated  xvith  Teflon 
38,  skillets  and  griddles  coated  xvith 
Teflon,  28;  xvith  low  or  no  adver- 
tising, total  units  xvere  317,  Teflon 
units  16,  skillets  and  griddle  coated 
with  Teflon,  16. 

In  the  xvinter  of  1963,  high  adverj 
tising  showed  268  units  of  all  types, 
59  with  Teflon,  and  27  for  skillets 
and  griddles  coated  xvith  Teflon. 
With  low  or  no  advertising,  there 
were  221  total  units,  27  coated  with 
Teflon,  and  13  xvith  skillets  and 
griddles  coated  xvith  Teflon. 

Becknell  and  Mclsaac  report  sales 
of  cookware  xvith  a  Teflon  finish  fol- 
lowed a  characteristic  pattern  of 
fad  products.  Sales  dropped  alter 
an  early  spurt.  At  the  time,  duPont 
was  not  involxed  in  consumer  pro 
motion,  but  the  duPont  name  and 
trademark  xvere  both  heavily  used 
by  retailers  and  manufacturers.  The 
cookxvare,  they  also  note,  was  of 
poorer  quality.  Bymidsummei  1962, 
products  coated  with  Teflon  were 
at  distress  prices. 

DuPont  had  developed  an  im- 
proved  Teflon  finish  by  this  time 
"Thus  the  technical  problems  were 
pretty  well  overcome  and  a  truly 
satisfactory  product  was  now   pep 

SPONSOR   30  sir  1 1  mber    1963 


sihlc.  but  the  m. nk. ■(  had  disap 
beared  \a  •>  result  .1  nev  advei 
rising  and  in.iik'  ting  plan  waa  de 
veloped,  including  .1  duPonl  s 
ill  Approval"  .Hid  •'  heav)  promo 
Hon  ( ampaign. 

The  test  was  designed  to  <Iim  ovei 
w bethei  "i  do!  the  mai ket  Foi  dot 
stuk  cookware  could  l><  resurre<  ted 
w id,  tin-  imprm ril  produt  i  .mil  .1 
t\  consume]  ach  ertising  pi  i  igram 

The  '  ities  used  in  the  tesl  w  ere: 
Detroit,  Springfield,  I  )a)  ton,  <  hna 
In.  Columbus,  St.   Louis    Bangoi 
■oungstown,    Kttsburgh,    Wichita, 
Philadelphia,    Grand    Rapids,    and 
I-     hcstei 

Problems  included  sport)   distri 
purjon  i  "Hi  ill  stock  situations  were 
treated  in  markets  where  sales  were 
■rouges!  I,   loss   ol    Rochester   be 
pause  "I  .i  beavj  cookware  advei 
psing  campaign  run  during  the  I. ill 
In  ,i  local  retailer,  and  distress  sales 
In  retailers  who  became  aware  ol 
Be  campaign  which  ma)  have  in 
lated  sales 

Somebody's  been 
selling  our  honey 

This  jo)  Inl  i  r\  comes  from  R  D 
■radshaw  Co.  whose  Spun  Hone) 
has  been  selling  30(W  ahead  oJ  the 

first  si\  mouths  o|  |l)(iJ  in  the  Los 
Angeles  area.  \nd  there's  no  Goldi- 
locks behind  the  counter,  either, 
■here  is — ol  all  things — a  bear  and 
he's  turned  oul  to  be  .i  gold  mine 
for  the  west  coast  company. 

Sprung  from  souk1  creative  heads 
at  agenc)  Hoefer,  Dieterich  & 
Brown.  Spunks  Bear  began  Ins  ca 
ic  i  is  an  animated  waDc-on  in 
Spun  Hone)  tv  commercials,  ^gen- 
cy  and  client  soon  selected  Spunk] 
— grown  to  life-size  proportions  in 
the  person  ol  Mare  Si.iton.  the  .u  tor 
beneath  the  costume — as  a  mer- 
■andising  device  to  appear  in  su- 
permarkets on  weekends  ^\\  in<4  out 
galloons  to  the  kiddies     \t  the  same 

iine.  Bradshaw  launched  a  sched- 

ile  ol  spots  on  k  I  I  \  I  s  Vngeles, 
■here  one  ol  the  top  kids  shows 
ras  Iuku  the  Clown. 

Serving   as   the   intended    fall-gU) 

:o  Bozo  i  w  hose  tricks  etemall) 
pekfire),  Spunk]  is  a  dailj  source 
>f  laughs  ami  Spunk) .  the  merchan- 
lis,  i  continues  to  give  Ins  i  artoon 
■edecessor  a  Free  ride  on  a  ver)  ex 
Jensive  ad  medium. 

•  PONSOR     (0    SI  I'll  MBF.R     191 


ADVERTISERS 

Advertising  "wai 


chest"  urged 


to  spur  cottee  consumption 


is   American  .is 
|]  and  tli.    longhorn  steer,  is 
,  rin    withdrawal  symptoms,  ac- 
Vndres    I  ribe,    l  nited 
tes  represt  ntative  ol  the  Nation- 
al Federation  "I  Colin-  Growers  ol 
( Colombia. 

"The  situation,  ahead)  serious, 
ma)  well  become  critical,  unless  the 
coffee-producing  nations  ad  im- 
iik  diatelj  to  stem  the  dangerous  in- 
dications "I  decline  of  consumption 
in  their  largesl  world  market. 
I  ribe  warned  Americans  consume 
more  than  hall  ol  the  world's  total 
coffee  exports ). 

(  ribe  urged  thai  all  coffee  export- 
,  is  contribute  $1  a  bag  to  a  "war 
chest"  for  advertising  and  promo- 
tion. Such  a  voluntary  levy,  placed 
mi  world  coffee  exports  for  1963, 
would  total  about  $45  million. 
Limited  to  collee  shipped  to  the 
l  S.  market,  the  SI  "coffee-defense 
Contribution"  would  provide  ap- 
pro\imatel\  825  million  lor  promo- 
tional  use. 

Tribe.  ,i  former  chairman  ol  the 
World  Collee  Promotion  Commit- 
tee, cited  findings  ol  the  U.  S.  Dept. 
of  Agriculture,  which  anticipate  per 
i  apita  coffee  consumption  will  de- 
1 1.  .is.-  m  1963  b\  11%,  against  the 
I1)  17- l()  base  average. 

I  fee's  market  ol  tomorrow  de- 
pends on  funds  invested  in  promo- 
tion today,"  Tribe  said,  adding  thai 
"while  coffee  producers  stand  mute, 
probably  unaware  ol  the  conse- 
quences <>f  doing  nothing,  coffee's 
competitors  have  already  launched 
massive  promotional  campaigns  in 
a  (  oncerted  drive  to  capture  pari  "I 
the  coffee  consumer  market.'' 

i  [i  i  id  (I  ( !oca  ( tola's  publicly  an- 
nounced goal  ol  capturing  7'  \   of 

tin      (  offee     market,    and     Dept     of 

i  iculture  figures  indicating  an  ex- 
pet  ted  grow  th  in  tc  a  consumption 
I 

Fei  produt  ing  nations  ol 

1  in  \m<  i  k  a  have  <  ontributed  up 

i  i     S,  promotional 

handled     b\      the     Tin 

\'  I  Bun  in      The 

PA<  million        grOSS 

■  pot  tv  m  1961    a<  cord- 

:  ion  Bui    hi  ol    \d 

|  (62    i  i  ib. 

tind  ion  un- 


less coffee-producing  countries  im- 
mediately oiler  funds  to  support  it. 

The  Federation  of  Coffee  Grow- 
ers of  Colombia  has  been  a  steady 
customer  of  spot  tv  in  the  past  three 
years,  having  spent  an  estimated 
$1.6  million  in  1962;  $1.5  million  in 
1961.  and  $600,000  in  1960  (all  fig- 
ures from  TvB). 

'Colombia's  position."  said  Tribe, 
"has  always  been  that  funds  spent 
for  coffee  promotion  are  an  "invest- 
ment,' and  not,  as  most  producer 
countries  still  appear  to  believe,  an 
'expense.' " 

The  only  other  major  coffee- 
producing  nation  using  television, 
according  to  TvB,  is  the  Brazilian 
Coffee  Council,  with  about  $140,- 
000  (gross  billings)  in  spot  in  1962. 

New  Sindlinger  service 
on  radio  audience,  buying 

A  new  national  and  local-market 
service  measuring  radio  audience, 
its  demographic  characteristics  and 
buying  plans,  has  been  announced 
by  Sindlinger  &  Co.  Covering  67 


markets,  the  service  is  called  the 
"Sindlinger  Market-by-Market  Me- 
dia Mix  Reports,"  and  will  use  a 
minimum  sample  of  2.000. 

\  newh  purchased  IBM  1602 
computer  is  used  for  all  calculating 
to  process  Sifkllinger's  data  with 
Lightning  speed.  Punch  cards  carry- 
ing 450  factors  each  will  be  pro- 
cessed at  the  rate  of  800  per  minute. 
Sindlinger  estimates  "20  minutes  of 
computing  with  the  new  IBM 
would  take  20  people  three  months 
to  accomplish." 

The  reports  will  contain  data  on 
station  listening  by  15-minute  time 
periods,  taking  in  a  wide  variety  of 
audience  characteristics  on  out-of- 
home  and  in-home  listening  as  well 
as  information  on  all  the  communi- 
cating media. 

Ratings  range  will  go  to  three 
figures  (indicating  upper  and  lower 
range  of  statistical  deviation)  rath- 
er than  the  usual  one  figure.  Presi- 
dent Albert  E.  Sindlinger  believes 
the  "validity  of  broadcast  data  is 
the  responsibility  of  the  research 
company  that  provides  the  data, 
and  since  Sindlinger  defines  ex- 
actly what  it  does'  there  should  be 
no  need  for  a  disclaimer  clause, 
and  we  w  ill  never  use  one." 


nil, 
r 

•  i 


RCA  Victor  announces  really  big  event 


102 

\\ 

buri 


Li 
1.15; 

:  I'i 


Here's  a  sample  From  RCA  Victor's  two-minute  color  commercia]  specifi- 
callj  promoting  "RCA  Victoi  Week."  This  is  one  ol  several  being  aired  by 
\  ictor  as  part  of  its  $7-nuUioD  multi-media  ad  campaign  m  support  of  the 
1964  radio-tv-phono  line.  Vbove  will  be  viewed  on  "Wall  Disney's  Won- 
derful World  of  Color"  this  Sunday  on  NBC 


SPONSOR    SO    51  imi  mbi  K    1911 


1963  phonograph  sales  up, 
though  July  drops  slightly 
1  )ish  ibutor    .mil    1. 11  ton     sales    o( 
phonographs  in  Jul)  dropped  slight 
l\  from  those  n •<  orded  l"i  [une,  1 1  ■  < - 
\  en  >  record  month,  a<  1 1  irding  t" 
the    I  I  \    \l.u  keting   Sei  \  n  i  s    1 ). 
purtment's    latest    report    released 
t(.d.i\ 

In   July,    211,645   portable  table 

.iikI    sT  336  i  onsole    models    w 
sold  1>\  distributors,  compared  with 
the  215,036  and    100,007   recorded 

I Yeai  i"  date  totals  were 

I   134, 170  and   724,081    against    1 
102  115  and   619,572   reported   f<  i 
the  lust  seven  months  <>t  1962,  |nl\ 
1962    figures    were    21  1,007    and 
78  293. 

\t  the  factor)    sales  oi   230  282 
portable  table  sets   were   reported 
and  106,766  consoles,  compared  ti 
the  305,946  and    I  19,253  in  June 
During  the  Brst   seven   months  "I 
tins  year,   1,421  808  portable  table 
and  809,738  consoles  were  recorded 
Last  year  during  the  same  period, 
1,155,663   .ind   722.115   were   sold 
Sales  ol  portable  table  and  consoles 
in  Jul)   1962  were  220,198  and  90, 
ll)7.  respectivel) 


Network  grou  time  t>  1 1 1 1  n  K  % 

■  ••■    LNA  BAR 


Lin  June  62  Jan  June  63  Change 

3990    $125 

175.2370      185.3110 

NBC 

160  4?7  fi        1fi7  l^ft  0 

Total 

J 


Breast  0'  Chicken  shifts 

i  based    \V<  I    *  I  ■ 

fomia  Produi  ts  will  mov<   its  1800 

•  hh)  ,u  i i   t<>  tli.    Barnes  <  ] 

\>l\    \  ■  that  i  it\  1  J. mi, 

according    to    Milton    Fillius     h 
v.p.  oi  the  i  li<  nt  fit iii.  \|..st  ..t  the 
billing     goes     foi     promotion     ol 
Breast   ( )    ( Ihii  ken    I  una,  with  t\ 
spot  getting  .i  major  share  ut  the 
budget     Other     \\  (       promoted 
products   include   r\un    Cat    I 
<  -ii. ml  s     I  dressings      und     tdams 
Packing.  \a  ount  has  been  w  ith  the 
1)  \k  \  s.ni  Diego  "tin  e  past  thro 
years,  Breast  (  Y  ( !hi<  ken  has  been 
using  t\  spots  in  some  mi  Ice)  m  i 
jor  markets  ex<  ept  the  Nev    I 
land  States  and  was  the  "iik   majoi 
t\   campaign  originating  from  the 
s.in  1  Hego  area 


', 


Another  friendly  giant  on  the  scene 

Designed    to   dominate    an)    rapcrmarket 
foal  .is  be  dominate!  1 1 •  •  -  prettj    oil    thai 
eight  li   i. ill  aluminum  giant  i«  I 
tin  <l  .iv  ■  P-O  P  pii  < .  t.i  posh  C 
noliU   \\  rap  .mil  ,ni\    .a),, , 

itemi  the  Individual i   ma]    ehi 

It  k  the  lust  ii.itnni.il  |>iiiiniiti<u (. 

Reynoidi  Wrap,  the  eompan)   repa  I      \ 
In. u%     nam     o!     television     edvertu 
Reynoidi  relies  most!)  on  network  shows 


' 


f/ 


MEMORIAL      STADIUM 

JACKSON,  MISSISSIPPI 

WJTVctLl2:Kab  •  WLBTek.3:Hillisgkeo 

Serving     1.465,700     PEOPLE 


SPONSOR     III    mi'II  MBER    I 


I 


Many  are  claimed  as  readers  .J 


(by  the  advertising  trade  press] 


SPONSOR    30    SEPT!  MBER    19§ 


TJNoi  cr  of  astronomical  figures.  Foi  metric 

-*— '  rates  of  expansion.  Let's  see  ho*  fen  reall)  do  the 
choosing.  To  be  ultra-generous,  you  -till  can't  figure 
more  than  2,000  national  timebuyers,  bj  job  title 
or  function.  This  isn'l  jusl  our  opinion.  It'-  the 
opinion  of  jusl  aboul  every  national  representative, 
as  well.  \\  anl  to  add  the  people  who  exercise  some 
degree  oi  influence?  I  et's.  This  adds  another  two 


but  few  do  the  choosing 


to  four  thousand.  Thus,  in  order  to  measure  up, 
your  advertising  must  take  the  measure  of  roughl) 

5.000  people. 

To  reach  the  few  who  do  the  choosing  must  you 
buy  five-figure  box-car  circulation?  No.  5.200 
copies  of  SPONSOR  (more  than  50 '"<  of  our  total) 
go  to  agency  and  advertiser  readers — to  timebuyers, 

other  media  personnel,  account  executive-,  {dan- 
board  members,  research  people,  ad  managers,  and 
other?  concerned  with  buying  radio  and  tv.  \\  e 
don't  burden  SPONSOR  circulation  or  you  with  big 
gobs  of  peripheral  readers  who  eventually  must 
affect  our  editorial  content  so  that  it  veers  away 
from  strong  agency/adverti-er  emphasis.  W  e  edit 
SPONSOR  100r  i  for  buyer- — not  for  sellers.  We 
do  it  with  news.  We  do  it  with  features.  W  e  do  it 
with  "how-to's."  We  do  it  with  think  pieces.  We 
do  not  do  it  with  numbers. 

SPONSOR 

The  Happy  Medium  Between  Buyer  and  Seller 


SPONSOR     Id  si  imi  miiik    im 


ADVERTISERS 


NEWS  NOTES 


pprov<  s  1009!  dividend: 
harp  stockholders  have  voted 
authorized  com- 
mon stoi  k  from  1  '■  million  shares  to 
5-million  shares,  clearing  the  wa\ 
foi  distribution  ol  a  stock  <li\  idend 
til  one  share  "I  c  ommon  stock  For 
ea<  li  share  ol  c mon  stock  out- 
standing. New  shares  w  ill  !><•  mailed 
<  i  tober  to  stockholders  ol  record 
.it  close  of  business  20  September. 

This  disc  Insure  comes  during  SUC- 
<  esslnl  sales  campaign  On  Hew  stain- 
less steel  ECrona  blade  ol  Schick 
Safetj  Razor  Co.,  Eversharp's  onl) 
operating  division.  The  stock  was 
placed  on  a  75-cents-per-share  an- 
nual dividend  basis,  equivalent  to 

$1.50  per  share  prior  to  the  split.  by 

compan)  hoard  action  in  declaring 
a  quarterly  dividend  of  18?i  cents 
per  share  payable  29  October  to 

stockholders  ol  record  14  October. 
For  the  past  seven  years  the  annual 
rate  o!  Kv  ersharp  common  lias  been 
SI  .20    per    share 


Drug  firm  sales,  earnings,  hit  peak: 
Richardson-Merrell  Inc.  had  its 
L5th  consecutive  year  of  sales  in- 

<  leases  for  the-  period  ended  30 
June.  Consolidated  sales  were 
$169.9  million  compared  with  $161.- 
()  million  last  year.  Net  earnings 
were  $17,514,000  compared  with 
$17,263,000,  and  earnings  per  share 
were  So. 01  compared  with  82.09 
last  year.  This  was  the  11th  con- 
secutive'year  of  earnings  increases. 
Richardson-Merrell  also  announced 
the  formation  of  a  new  company  in 
Europe  to  produce  and  market 
laboratory  chemicals  in  the  Benelux 
countries,  and  plans  to  build  a 
plant  in  India. 

Publish  data  on  discounting:  Super 
Market  Publishing  has  released  its 
latest  book,  "Discount  Retailing  in 
the  U.  S.,"  a  256-page  marketing 
study  describing  discounting  in  213 
major  metropolitan  areas.  Statistics 
include  names,  numbers,  locations, 
sales,  share  of  retail  volume,  store 
area,  and  1963  projections  in  each 
of  213  areas  involved.  Also  included 
is  a  special  statistical  report  on  all 


Physicist  finds  new  friends  through  tv 


** 


"'  Uberl  Ml1,1"-  wnioi  rtafl  scientist  at  California  Institute  ol  Technolo- 
i  Propulsion  Laboratory  as  well  as  duel  ol  the   Inns  Control  Stuclv 

Croup,  commutes  between  Pasadena  and  New  York  for  weeklj  hosting 
1  ■'     '  v        '    "  is  I  ncyclopaedia  Britannica's  first  ven- 

nto  h  program  m>'>>is..i .In,,.  Via  McCann-Erickson,  it  is  bankrolling 

hall  ol  the  bom  skein.  With  ll.lihs  above  are  three  ol  the  Paul  and  Man 
larl]    ioin  him  as  popular  characters  in  the  series 


discount  stores  in  the  country,  as 
well  as  a  market  research  study 
which  explores  food  discounting  in 
competition  with  super  markets  in 
a  major  metropolitan  area.  "Dis- 
count Retailing  in  the  U.  S."  is  on 
sale  at  $25  from  The  Discount  Mer- 
chandiser, 67  West  44th  Street.  Ned 
York.  Super  Market  Publishing  also 
publishes  Super  Market  Merchan- 
dising, a  monthly  trade  magazine 
of  the  food  retailing  industrv. 


NEWSMAKERS 


Richard  Sirixsky  to  northeastern 
district  maanger  for  video  and 
audio  products  at  Ampex. 

Eve  Kiely  to  senior  vice  presi- 
dent of  the  Stephan  Company.  She 
was  vice  president  and  account  su- 
pervisor at  Compton  in  Chicago. 

Janet  Sillen  to  research  coordi- 
nator of  women's  products  at  Albert 
Shepard  Associates  —  Motivation 
Dynamics.  She  was  a  vice  president 
of  Dichter  Institute  foi  Motivation 
Research. 

Edward  G.  Jesixsky  to  sales  pro- 
motion manager  for  the  Home  Prod- 
ucts Division  of  Shulton.  He  wasj 
merchandising  manager  for  the 
Chain  Division  of  Rubbermaid. 

Richard  A.  Daugherty  to  as- 
sistant general  manager  of  the  Spe- 
cial Sales  Division  of  Gillette. 

Berxard  O'Daly  to  director  ol 
production,  planning  and  manufac 
turing  for  Los  Angeles  Soap  ant 
White  King.  He  was  with  Procter  <S 
Gamble. 

James  Colvix  to  director  of  sale 
promotion,  advertising,  and  public 
relations  for  Field  Enterprises  Edu 
cational  Corporation. 

Dox    Reldixg    to    the    executive 
committee  of   Eversharp    He  is 
founder    and    former    chairman    < 
Foote,  Cone  &  Belding. 

J  wies  A.  G.  Beales  to  directs 
of  marketing  for  the  consume 
products  division  of  Calgon.  II 
was  a  product  marketing  managfj 
for  several  consumer  products 
Scott   Paper. 

GEN!      D.    \\  ii. KEN    to    preside! 
ol     a     new     cosmetic    and     toilcl 
division  of  Warner-Lambert. 

1 1 1  t:ii    Cooim  v\    to    media    an 
programing    manager    at    Warna 
Lambert.  Formerly,  he  was  advei 
rising     services     manager,     grocei 
division.    Standard    Brands 


SPONSOR     Id   si  imi  MiuR    1%K;*S 


AGENCIES 


arkefing  data  exported 


Um  1 1 1>  s  i  v  1 1  s  hi. ii  keting  know 
luiw  is  being  expoi ted  to  <  •  n 
ii.il  Vmei icon  counti ies  as  i  result 
>>l  .1  special  businessman's  advisor) 
mission  headed  bj  \\  alt<  i  <  Juild 
president  ol  ( mild.  H.isi  om  &  Bon 
figli,  ami   Robei  i   ( ).   I  ).i\  is    presi 

(lent    dI    liis   o\\  ii    iiittlii.illMii.il    iii.il 

keting  c  onsultanl  In  m. 

The  project  is  part  "I  the  Alliance 
for  Progress  under  the  auspices  ol 
the  I  S.  Vgenc)  for  Intel  national 
Development. 

I  he  .um  is  in  significantlj  redui  e 
the  cost  "t  consumer  products  in 
( lentral  Vmerica.  Follow  ing  a  sm 
ve\  made  l>\  Guild  in  Nicaragua 
late  in  1962,  Guild  and  D.uis  were 
contracted    to   return    in    mid*Ma\ 


fames  Packet 

James  Packer  joins  KVPD 
as  a  vice  president 
kl.m-Y.m  Pietersom-Dunlap  has  an 
iounced  the  appointment  ol  James 
\\  Packer  .is  a  vice  president  <>t 
the  Milu.mkee-Cbicago  agencj 
Packer.  wIid  will  be  headquartered 
in  ('Inc. em.  will  be  responsible  foi 
» planniim  and  executing  special 
broadcast  media  projects  foi  KVPD 
and  its  i  hints.  Prior  to  joining  the 
Hency,  he  was  vice  president  of 
Station  relations  at  h>hn  W  Shaw 
advertising  and  before  that  served 
as  vice  president  of  Vrthur  Meyer- 
noll    Associates.  He  was  previous!) 

asso,  lated   with  '/iv-lnited   Artists. 

where  he  spent  five  years  in  .i  tales 
and  sales  management  capat  it\ 


to  ■  nth  pilot  m 

i. mi    .inn.  d     it    d.A  .lop 

in    methods  ol  stimulating  busin 

and  It)  m  .ill  ..f  tl     ' 

tr.il       \  <      nun. >n      \1 .,. 

men  unh  i<  s      I  Ia>  in 

ssi  d   lu    be)  ond   the   pil  I 

ling   ti  i  ( .mill,   tin 
now    in  operati  n  a 

new  distribution  system  In  the  retail 

eery  field.  K  ■  >l  the  ; 

j(  1 1    was   tin    introdui  ti< m   i  I    the 

I  brokei  s)  stem   .is  used  in  tins 
counti  j .  plus  seminai  s    ind  n* 
ings  with  ke\  business  executiv<  s  in 
each  counti) 

( )tln  r  consumer  goods  fields  i  an 
and  should  be  bn  tught  into  the  i 

i   said  ( .mid     \  new  poli<  \  "t 


Wright  named  v. p.  of 
Cunningham  £r  Walsh 
Arthur  w  right,  he. id  ol  the  televi- 
sion production  department  ol 
Cunningham  &  Walsh,  has  been 
named  a  \  ice  president  ol  the 
agency.  Prior  to  joining  Cunning- 
ham fit  Walsh,  W  right  had  been 
executive  producer  with  Wilding 
Picture    Productions    in    New    York 

In  I960  he  came  to  <  <\w   as  t.le 

Vision  producer,  and  was  made  ex- 
ecutive producer  in  charge  of  ©  im 
mercial     production     in     Januar) 
L98  >    Films   produced   l>\    \\  i  ight 
have  won   Turin  and  Venice  Festi- 

\  a]    aw  aids     and   I  .lie   which    lu     i 
produced  won  an    \cadom\     \w  .ird 

and  the  ( iolden  Reel    \w  ard 


Vitliiu  Wright 


III. II  ■ 

s 

K    i 
.md  ■  I: 

will 

m  I 

I    S  ^ 

Ruth  Ratny  to  creat.ve 
dir.  of  Chicago  agency 

\ 

I    l;  ,•■..  i 

itive  din  ' 

Mill    .i  ' 


L 


SPONSOR     10   si  pti  xiiu  r    I'll,'. 


Hnth  Rata] 

president  and  i  reative  dir< 
tin    \ili  s  ( lommuni  I 

for    the   past    nine    veils    and    is    ] 
i  ii  di  d    tin  i 

•  Niles'  Inst  three  i  mpl  hen 

he    formed    his   own    fih' 

she  hei  .um  \  u  i  president  in  i  hai 

\     and    .ut    st.iffs    m 

45  until  I  •' 
•.  d  w  ith   I    Wall 

Ruthraufl  &  Ryan 

Theodore  Angelus  named 
Lennen  (j  Newell  vice  pres. 

i 
via  ■  ell 

III      \i  W      V'lk      W.is     .ill!, 

\ 
T»<)J  .is  .,n  .K  i  mint   exi  i  iltl\e  .11   the 

r.ilm.l  nt.  His 

nsihilitii 

ne    hm 
he    I 

in  Ii    n 
Pimlm  ts  that 


iES 


NEWS  NOTES 


ty 


Manning  Rubin 

Grey  ups  Rubin,  Konheim 

and  Kennedy  to  v.p.'s 

Grej  \A\ ertising  lias  announced 
the  promotion  o\  Manning  Rubin 
i  above  i  Morris  Konheim,  and  Wil- 
liam W.  Kenned)  to  vice  presidents. 
Rubin,  who  was  recently  named  di- 
re* tor  nl  <  ommercial  production, 
came  to  the  agenc)  in  1962  from 
Benton  &  Bowles.  Norris  Konheim, 
co|)\  group  supervisor,  returned  to 
( Ire)  from  Ken)  on  &  Eckhardt  in 
I')")-).  \\  1 1 1 i .1 1 1 1  Kenned)  is  an  ac- 
count supervisor  In  Grey's  Beverl) 
Hills  office 

U.S.  Rubber  Tire  to  DDB 
I )( i)  le  I  )ane  Bernbach  lias  snared 
the  $6  million  account  oi  the  U.  S. 
Rubber  Tire  ( !o.,  <li\  ision  oi   I    S 
Rubbi  i    ( .'<>..   effecth  e    I    Januar) . 

The  account,  now  handled  b) 
\  W  Wei  &  Son.  takes  in  "b.  S." 
Tires,  Tubes,  Accessories  &  Repairs 
Materia]  l)i\..  Tisk'  and  "Gillette" 

I  i"  s.  \||  media  are  used,  except 
bus    posters. 

Kennedy  at  N.Y.  office 
of  Foote,  Cone  b  Belding 

l  "'  mei    publisher    ol    The   Amaru 

can  \\  eekly,  Edwin  (     k ed)  lias 

k  d  the  \ew  York  office  oi  I  < 

I  one  c\  Belding  as  a  consultant  to 
management  For  planning  and  de- 
velopment. Kenned)  was  with  The 
imerican  w  i  ekly  Foi   the  past   2{) 
tnd  served  as  publisher  From 
0  until  it  <  eased  publication  tins 
nth    I  le  i<  on.  d  the  sales  stall  in 
ime   eastern    advertising 
managei  In   1940   and  in   pM'i  was 
1 !        '  Publishing 


Luer  Packing  to  Recht  &  Co.:  The 
Beverl)  Hills  agency  of  Recht  & 
Co.  will  handle  complete  advertis- 
ing and  public  relations  For  Luer 
Packing  Co.  of  Vernon,  Calif.,  with 
the  initial  budget  set  at  some  $500,- 
000.  Originally  founded  in  1887, 
Luer  was  recently  reactivated.  The 
campaign  will  begin  in  mid-Sep- 
tember with  a  heavy  schedule  of  tv 
spots  backed  by  a  strong  program 
of  print  ads  in  consumer  and  trade 
publications.  Other  recent  account 
switches  include  Bench  ne  Ltd.  to 
Ben  Sackheim;  Cadet  Dog  Food  to 
Durand-Sapan;  B&K  Distributors, 
which  handles  British  Motor  Corp. 
in  a  seven-state  western  area,  to 
Reach,  McCliuton;  Elanco  Products 
to  Clinton  E.  Frank,  Chicago;  The 
Kipling  Corp.  to  Yardis  Advertising; 
\\erst  Laboratories  division  ot 
American  Home  Products  to  Robert 
A.  Becker  for  a  special  assignment; 
Then  C.  Ulmer,  Inc.,  and  American 
Home  Service,  both  Philadelphia,  to 
Ball  Associates;  CIBA  Pharmaceu- 
tical Co.  to  Donahue  &  Coe;  Story 
Hook  Park,  amusement  park  to  open 
in  San  Diego  in  1901.  to  Vineyard. 
Hornly  6c  Associates,  Faberge  to 
Pritchard,  Wood  for  its  complete 
line  of  mens  toiletries;  Department 
of  State  of  the-  Commonwealth  of 
Pennsylvania  to  Doremus  6c  Co.; 
Essex  International  to  Newman- 
Martin  Advertising;  Watson  Sea- 
food and  Poultr)  Co.  ol  Raleigh  to 
C.  Knox  Masscy  6c  Associates. 

Grabin  -  Shaw  gains  largest  CM 
dealer:  Quite  a  coup  for  the  John 
W  .  Shaw  Vdvertising  division.  Gra- 
bin-Shaw.  Milwaukee,  has  been 
chosen  agenc)  ForHumphre)  Chev- 
rolet  Co.,  same  city,  world's  largest 
General  Motors  dealer  organiza- 
tion. Other  account  switches  in- 
clude Cox  eminent  ol  India  to 
Pritchard,  Wood  lor  tourism  in  the 
L.  S ..  American  Lumber  Corp.  to 
Yardis  Advertising  for  a  new  line  of 
wood  floorings  imported  from  Afri- 
ca; Wallace  Laboratories  to  Robert 
\.  Becker  for  Soma  and  Somacort; 
l  luted  states  Rubber  Co.  to  Papert, 
Koenig,  Lois  for  the-  Textile  and 
Naugatuck  ( Ihemical  divisions;  \ld, 
I  S  and  ( lanadian  distributor  ol 
Westinghouse  and  other  commer- 


cial laundry  and  dry  cleaning 
equipment,  to  Herbert  Baker  Ad- 
vertising, Chicago,  for  the  newly- 
formed  Sofspra  division  which  will 
manufacture  and  market  a  new 
coin-operated,  self-service  car  wash 
process;  Whfte  Front  Stores  (SI 
million)  to  Recht  &  Co.;  Burnett 
Extract  to  Smith/Greenland  for  its 
Vanilla  Extract  and  other  flavor- 
ings; Block  Drug  to  Cunningham  & 
W  alsh  for  Green  Mint  Mouth  Wash 
and  several  new  products;  Remind 
ton  Electric  Shaver  and  Portable 
Typewriter  division,  Sperry  Hand 
Corp.  to  SSC&B  for  portable  type- 
writing advertising;  Pacific  Foods 
Products  of  Seattle  to  YVenzler  Ad- 
vertising to  handle  its  Sunn)  Jim 
brands  of  peanut  butter,  jams,  jel- 
lies, and  fruit  juice  drinks. 

Y'&R,  Puerto  Rico  adds  three:  Gen- 
eral Foods,  Puerto  Rican  Cement 
Co.,  and  Farmacias  Moscoso,  Inc., 
the  largest  drug  store  chain  in 
Puerto  Rico,  have  all  joined  the 
agency's  office  there.  The  Puerto 
Rican  Cement  Co.  was  created  this 
year  with  the  merger  of  the  Ponce 
Cement  Co.,  and  the  Puerto  Rican 
Cement  Corp.,  and  is  the  onl)  en- 
terprise on  the  island  listed  on  the 
New  York  Stock  Exchange.  Farina 
cias  Moscoso  is  made  up  of  a  chain 
of  ten  pharmacies,  with  two  more 
outlets  to  be  operated  shortly,  it 
was  reported. 


Gar 


pi  D 


Beci 


Fb 


Ale  account  to  DDB:  Sicks    Kainiei 
Brewing    Co.    ol     Seattle    has    ap 
pointed    Doyle    Dane   Bernbach   t( 
handle-  the  advertising  of  Raima 
Ale  in  addition  to  Rainier  Beer  fat 
which    DDB   has   been    the    agend 
since  1961.  In  recent  years,  adver 
rising  for  Rainier  Ale  has  been  heav 
iest  in  California  but  the  produc 
is  already  marketed  in  other  areas 
and  the-  brewer)    is  planning  Ou- 
tlier expansion  in  the  future.  Othci 
account    switches    include    Proprie 
tary    Products   division   of  the    Pro 
Ph\  -Lac-Tic    Brush   Co.    to    Kasto 
Hilton  Chesle)  Clifford  &  Atherta 
for    their    Prolon    Plastics    divisio 
manufacturer    oi     Melmac    plasti 
dinnerware.    It   markets   national! 
and   uses  all   media   for   both   trad 
and  consumer  advertising;  new  h 
sierv.    underwear,   and   outerwei 
knitting  yarn  developed  by  Gerli 
Co.    to    Chirurg    &    Cairns;    lliko 
Corp.,    research    and    de\elopmc 


SPONSOR     in    sum  MBER    1961 


firm,  to  Mario  rrombone  Associates 
Parkei  House  Sausage  Co  to  Ho/rll 
i\  lacobs;  l  i>  toi  j  Prodw  ts  < 
(  hicago  i"  Advertising  I  olimhed 
.is  its  liist  agent  \  Teen  Amei ican 
Associates,  which  conducts  tin-  an* 
nii.il  Miss  I  eenage  Amei  u  a  I 
eanl  and  yeai  round  scholarship 
.mil  nun  handising  program  to  1  he 
II. il  Copeland  Co.,  Dallas  is  pi il >- 
lu  relations  counsel  The  I  )e\  1 1 1 
Mutual  \ssii  nt  Media  Pa  ti i  Gra* 
i\  Rogers;  Ecclesiastical  I »<  i  •  o  i K  t .  i 
Yardis  Advertising;  Panacolor  to 
Dunwoodie  Associates;  State  ol 
New  Hampshire,  Department  "I 
Resources  and  Economic  Develop- 
111*  Hi  to  Weston  Associates;  Hamil 

ton    (  iosco    i>|    ( olunihus.     hid..    In 

Gardner   Advertising  t » » i   its  house 

lu  >lil    products    1 1 1 v.  iston 

NEWSMAKERS 

I  low  \i;d  l\\(.i  v\m  it  tn  \  Ice  pres 
idenl  ol  Smith  ( Greenland 

James  A.  Robi  his  to  account  ex- 
ec-nth r  foi  Dohert)  .  ( llifford,  Steei  s 
h  Shenfield. 

\i  \  i\   II.  Goldstecs  to  account 
e.\e<  uti\  <•   at    Ellington   &  O      II 
w  .is  director  ol  ad\  ertising  and  pro 
potion  for  ( !ohn-HalI-Marx 

I  Va  mi  nil  k     I)      \lo\  rCOMl  R1     to 
nut  supen  is<  »i  ol  1  .eo  Burnett, 
Chicago. 

I  )<>\    \\  n  m  i;   to   \  ice   president 
for   administration    and    finance    "I 
I         r.  More\ .  Ballard,  a  new  posl 
V  ikveh   held   a   similar   position   at 
\      ii. in.  ( !raig  &  Kummel. 

John  Rj  ed  to  president  "I  ( Ihesa- 
pc.ikc    Advertising,    Norfolk,    suc- 

cerdiii'4     James     Stilller.     who     lias 

(been  named  director  d  marketing 
for  Smith- Douglass.  Reed  lias  been 
promotion  manager  for  the  Norfolk 
MYirizinuin-Piloi  and  the  Ledger-Star. 

I I  vROi  d  1  Moonfi  to  \  ice  presi- 
|  dent  and  marketing  director  lor 
tVinti  \d\ ertising  He  was  a  direc- 
j  tor  ol  market  research  at  Mogul, 
I  Williams  i\  Sayloi  Gardner,  and 
•Warwick  <N  I  .eider;  and  media  and 
•  research  dire*  toi  ol  Paris  &  Peart 
■And  Maxon. 

Dr,  V  m  i  \  i  i\i    Appi  i   and  Rii  a- 

|i  Aim  (.ihmion    tn   vice   presidents   at 
pen  toi  i  &  How  |t  s 
Jack  ( !i  rrd  r  to  dire<  toi  ol  pub- 
relations  for   Bya   &    Bowman, 

olunihus.    He    has    held    the    same 

st    previousl)     tor    Commercial 
otor  Freight. 


Checking  IAA  roster  for  possible  IBA  judges 


(  hecking  the  rostei  i>l  the  lull  advertising  vvsn  which  «ill  provide 
final  judge*  foi  this  yeai  i  lull  Broadcasting  iwards  tponsored  by  the 
1 1 1  >  1 1  s  wood    advertising   (  lub,   art     I  i     Grant    vdvertisii  i>    in 

I  lolls  wood   Robert  I     Bellinger,  president  ol  the   I  V  \   I    \    <  >>-.[»»«  i   and 
i  Ii. iii  in. in   nl    tin    committer    to  select   the   judges;    lloll>-wood    \il   (  lul> 
president   Olivei    II    (  rawford,  and   Don   I  st>    ol    Morgan  I  -i>    Prodm 
dons,  who  "ill  serve  as  the  chairman  ol  the  judged  committer    i<u   IH\ 


I  i.i  n    I      Bernstec  nera] 

managei  ol  Tobias  &  Co    ( Ihai  les 
ton  and  Columbia  advertising  and 
public    relations    agenc)     He    was 
general   sales   managei    ol    \\  I  ( )s 
IV    Asheville 

Nanct  Ins  Ft  ltz  to  the  ere  ith  e 
stall  of  W.  B    I  )"ii.i   m  (  In.  a 
she  w  .is  ,i  t  n|)\  w  i  itei  foi  *  i  impton 

also    Phillips   fit    t   lit  lit" 

\  in*  i  \  i    C     Ski  i  io\    tn   (lu 
o|    restart  ll   lor   the    I )etn  nt    "Hit  e  o| 

"i  oung  &  Rubit  am.  1  le  was  mat  I 
ing  act  omit  executi*  e  with  (  amp 
bell-Ewald. 

I)  w  in   Fro  \  ss    md   Ii'  'ii  i  i    \ 
\U  ren  to  the  *  reative  tele*  ision  ; 
duction  unit  ol   Fullei   &  Smith  & 
I,  .-.   Freyss  was  a  t\  produce]  with 
\K  (  .niii  Must  halk.   \  an    Burej 
t\  prodw  ei  w  ith  Rea<  h  Md  linl 

\\  ii  i  i  wi  \  k  roR  to  acci  >unl 

ll(l\  .  II.  ,\     (    It  \elalid      I  )' 

broil    1 1'    w  is  previ  »usl)  w  ith  M 

drum  i\   I  .  w  smith. 

I  h  i  i  '  i     I     h  vi  i\  to  independent 
design  *  ■  msultant.  1 1<   w  as 
ilire*  t'  ir  w  ith  Sudlei   &    Henn< 
lor  18 

Rl<  11  uu     <       I  i  vv  is    t.'    pi 

writer  in  th<    i  alio  and  h  dep 
menl  ol    Bui  hen    Adv<  rtisinf     I 

Cag<       II  i    as    t\ 


&  Belding    I    v< 

'.  i    I  hompson  and  I  ai  l(    I  ,ui  I 

'i  ia<  k    I )     \li  in  rcoMi  tn    to 

I  unit    SUpei  v  isi  'i    al    1  .< ■«     Bui 
III  (  llll  I 
[oils  B.  Clarj 

tl\  e    al     '/lllllll'  1       k.  Il<  I       . 

Detroit     I  le  was   bran<  h   m 
and 

Ad  Ii 

iu   \\     Hoi 

dint    and    >  v<  uti\ .     ait    . !  1 1  • 

Cooper,  Sl  S    innell,  Mihn 

ki «  marketing  *  ommuni 

I  [|     W  as    \\  ith    klau  \  an    IV 
Dunlap  in  the  same  ; 

|"si  i  ii  I     I  I  ac- 

\     \\ 
Son  in  I  M 

rad 
M  MO  1 

1  .11   I    1  \N 

Jam 

I .   rnetl    I 

|  VMI  s    k      II 

produ 


>0NS0R    (0  s,  imi  MB]  R    196  I 


TV    MEDIA 


Wilson  rates  above  par 


rch  cites  gain 
for  golf  program  sponsor 


Impact  of  golf  tv  programs  as  an 
advertising  medium  can  be  exten- 
sive. So  reports  the  National  Broad- 
casting Company  in  a  newly-com- 
pleted research  project  conducted 
by  TV-Q. 

Selected  for  study  was  The  Na- 
tional Open  Golf  Championship 
sponsored  by  Wilson  Sporting 
Goods  Company.  Working  with 
Wilson's  agency,  Campbell-Mithun, 
\  BC  had  TV-Q  ask  special  ques- 
tions, and  the  survey  findings  based 
on  1,529  interviews  with  adults  18 
years  and  older  show: 

y  Viewers  of  the  program  tended 
to  rate  Wilson  golfing  equipment 
higher  than  non-viewers. 

y  Tltc  program,  as  well  as  oilier 
golf  shows,  has  a  high  proportion  of 
golfers  viewing. 

y  Both  golfers  and  non  -  golfers 
liked  the  program,  with  golfers 
tending  to  consider  the  program  one 
of  their  favorites  more  often  than 
non-golfers. 

\s  a  whole,  7.6%  of  the  1,529  re- 
spondents were  golfers,  92.4%  were 
non-golfers.  But  among  the  viewers 
(404  in  the  study)  of  the  National 
Open,  19.3fr  were  golfers,  80.7% 
non-golfers.  With  those  who  didn't 
watch  (1,125  in  the  survey)  only 
3.4''  t  were  golfers. 

"During  the  study  period  (  June 
1963).'"  NBC  Research  said,  "there 
were  lour  goll  programs  telecast. 
749?  <>l  all  golfers  viewed  at  least 
one  ol  these  programs,  compared 
u  ith  319?  of  non-golfers." 

Adding  an  economic  note,  based 
ou  Nielsen  data.  NBC  also  said  the 
audience  of  golf  programs  slants 
heavilj  toward  the  upper-income 
homes.  Tor  example,  the  rating  of 
the  National  Open  in  upper  income 

homes  was  over  twice  that  in  lower 
homi 

The  National  Open  was  liked  1>\ 
the  \  iew tag  audience,  it  was  added. 
The   show    received   a   35  < )  s< 


among  adults,  whereas  the  average 
evening  program  in  June  and  July 
had  a  Q-score  of  25,  among  adults. 

When  it  came  to  advertising,  Wil- 
son scored  well.  When  asked  the 
name  of  the  company  making  the 
best  golf  balls,  28.0%  of  viewers 
said  Wilson.  In  comparison,  only 
18.3%  replied  Wilson  among  non- 
viewers.  McGregor  was  named  by 
9.7  of  viewers,  14.1%  by  non-\  iew 
ers.  Spalding  held  its  own  among 
both  groups:  44.1%  of  viewers, 
43.7%  of  non-viewers  gave  them 
the  nod. 

Spalding  also  did  well  when  itj 
came  to  naming  the  company  mak- 
ing the  best  golf  clubs  and  golf 
bags  among  both  viewers  and  non- 
viewers,  though  Wilson's  viewer  ad 
vantage  was  greater.  For  name  the 
"best  golf  clubs,"  the  survey  shown 


the  followin 
Brand 

Non- 
Vietcers 

Viewer* 

Wilson 
McGregor 
Spalding 
No  Answer 

28.0% 
23.3% 
31.2% 
17.5% 

24.3% 
24.2% 
28.E 
23.0% 

Proportion  of  adults  who  sal 
that  the  named  company  makes  tin 
best  golf  bags  ran  as  follows: 

Non- 
Brand  Viewers  Viewer 


Wilson 

25.7% 

21.5%  1 

McGregor 

30.2% 

30.8%  1 

Spalding 

24.8% 

23.5%  1 

No  Answer 

19.3% 

24.2%  1 

The    image    of    Wilson's    go* 
equipment.     NBC  noted,  was  coij 
siderabry  higher  among  viewers  i 
the  National  Open  than  non-view 
ers.   The  sponsor's  advantage  vn 
53%  for  golf  balls.    ].Y  i    For  gol 
clubs,  and  20'  <    for  golf  bags.  Thl 
two  competitors  measured  did  ii(| 
attain    comparable    advantage 
among  the  viewing  group." 


SALES  MANAGER  J  f  KDKA-TV  bricl 

Money"  summei  s.il,  s  promotion    Left  t"  righl  an    w  I' 

Bger,    "salesmi  in.  mts"    Hill    Early,    Hill    K.  II-  \     Mi>    Reilly,    and    Marvin    CottlHb 

Pittsburgh      Salesmanauts"  orbit 


A  showman!)  moon  race  promotion 
put  summer  sales  .ili>lt  tins  year  for 
kl)K  V-TV,  Pittsburgh.  Translating 
sales  goals  into  sk\  mileage,  sales 
manager  James  King  with  his  as- 
nt.  \\  .ilK  Dunlap,  .ind  l)a\ id 
\  Lewis,  sales  promotion  manager, 
charted  "Projecl  Moon  Monej  to 
motivate  the  sales  force  Heralding 
a  special  12-week  push,  the)  called 
in  "salesmanauts  for  briefing  unci 
sendoff,  marking  out  their  courses 
1>\  separate!)  identified  capsules  on 
a  launching-pad  chart.  When  flight 


d  igs  were  tallied  .it  the  end  i  A  the 
pei  iod    ICDKA-TVs  books  show<  d 
.1   in  -    increase  ovei   the  same   1 2 
weeks  last  summer,  with  Is*  nev 
counts  brought  in.  The  Brsl  sales- 
man to  the  moon  goal  was  \\  illi  im 
II    Kelley,  who  was  awarded  $500 
in   extra   flight   pa)    b)    [erome   R 
Reeves     _•  neraJ    manager    ol 
\\  <  stinghouse  station  othns  in  the 
four-man  crevi  got  checks  and 
gi  itulation  from  management  .it  .i 
celebration  luncheon  staged  in  theii 
honor. 


INN!  K  K   !1.\  pri  sriits  a  token  <>f  appreciation  to  Da        VI 
jer.  who  worked  with  King  and  Dnnl  ip  to  si 
[furl  drove  the  sales  volumi    up  !••'.   and  brought  in 


WHO'S  GOT 

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WFITW 

ORLANDO.   FLORIDA 

SPONSOR     HI   sn-ii  \iiii  k    i 


L 


MEDIA 

Jack  Benny 
Back  To  NBC 
In  Fall  Of  1964 

It  s  .,  funn)  u.i\  to  start  a  new  sea- 
k  Benn)  has  been  mak- 

people  laugh  foi  '  years. 

still   industn    ey<  brows   lifted   last 

k  .it  tin  news  that  the  come- 
dian, who  started  on  NBC  31  years 
ago  and  defected  to  CBS  in  1948, 
would  be  back  on  NBC  in  the  fall 
ul  1964 

I  he  switchover,  which  begins  to 
shape  up  as  a  loWear  tidal  wave, 
is  thought  to  in  part  reflect  Benny's 
displeasure  w  ith  the  positioning  ol 
his  show  mi  CBS  TV  this  season 
Tuesdays,  9:30  p.m.).  The  net- 
work    slotted     the     new      I'cllicodl 

Junction  series  immediatel)  before 

Benny's   show,   whereas   last    season 

he  had  followed  Red  Skelton.  In 
the  last  year  ol  a  two-year  contract, 
[at  k  Benny's  option  tor  the  L964-65 
season  was  not  picked  up  1>\  CBS; 
however,  this  season's  show  will 
finish  its  run  |  started  last  week  |  on 

that  network. 

NBC  is  not  revealing  details  ol 
its  new    contract   with   Benn)    but 

it    is    public    knowledge    that    when 

tin  70-year-old  comedian  lelt  in 
IS  it  was  to  snap  up  S2.2o().()(X)  at 
the  rival  network.  That  was  tin 
piiu  hase  pi  k  e  paid  h\  CBS  for 
\inuscuient     Enterprises,     Benny's 

Own    (oiu|)an\     that    controlled    the 

contracts  with  artists  appearing  on 
Ins  show.  J  &  \|.  Productions  Inc.. 
producer  ol  Benn)  's  program,  nego- 
tiated the  deal  with  NBC. 

Plunks  100  grand  on  fall 
programing  promotion 
Septembei    was  a   peak  promotion 
month   on   all   programing  planes, 
with  tin    most   extravagant   outlay 
( oming  from  the  t\   networks.  Hut 

Mm    Strictl)    local   level.   KIIJ-TV. 

I  Ingeles  mapped  out  an  ambi- 
tious  publi<  it\  drive  w  hich  w  ill  set 

that      station  s      promotion      budget 

100,000 

tip'     beginning    ol    this 

nth  and  running  through  the  end 

;l  .in <n    is    using 

idvi  rtising  medium 

in.  luded  .or  qui  en-size 

th(    largest  single  sta- 

ards 


James  Levry 

Levey  to  manager  of  day- 
time tv  programing  at  ABC 

lames  Levey,  who  lias  been  work- 
ing principal!)  on  business  matters 
pertaining  to  daytime  program  de- 
velopment for  ABC,  has  been  pro- 
moted to  manager  of  daytime  pro- 
graming at  the  network.  Levey  join- 
ed ABC  in  1955  as  a  program  assis- 
tant and  was  later  promoted  to 
supervisor  ol  film  programs.  He 
subsequent!)  was  made  assistant  to 
the  director  of  program  develop- 
ment, involving  him  in  the  acquisi- 
tion of  new  properties  and  in  the 
development  of  new  program  con- 
cepts and  formats. 

Miranda  moves  to  CBS 

CHS  Television  Stations  National 
Sales  has  established  a  Client  Re- 
lations Department  to  explore  and 
evaluate  spot  t\  in  relation  to  cli- 
ents' specific  marketing  problems; 
and  has  named  Allied  I.  Miranda 
as  its  director.  Miranda  has  been 
with  the  Katz  ^genc)  .is  account 
executive  and  as  spot  television 
sales  manager  ol  the  western  divi- 
sion, Recently,  he  was  assistant  to 
the  president  of   \  H(  I  International. 

NEWS  NOTES 

Seasonal  sales  at  NBC:  Several  ad- 
vertisers are  back  at  their  sponsor- 
ship posts  lor  NBC  TV  annual 
events.  Tin  75th  annual  Tourna- 
ment ot  Hoses  Parade  .it  Pasadena 
I  I .ii in.u \  w  ill  be  sponsored  lor 
the  10th  consecutive  year  by  Min- 
ute Maid  (McCann-Erickson  and 
lor  the  sixth  consecutive  year  b) 
II.  C  (D  I   S    General  Mills    Knox 


Reeves)  and  American  Tobacco 
(SSC&B),  sponsors  of  pre-world  se- 
ries games  on  NBC  TV  for  the  last 
four  years,  return  as  sponsors  of 
World  Scries  Spotlight,  a  15-minute 
show  with  sportscaster  Bob  Wolff  as 
host,  preceding  each  of  this  seasons 
games. 

Fourth  Network  sets  sports  shows: 
Three  special  sports  features  for  the 
inventory  of  the  Fourth  Network, 
formed  recently  in  Los  Angeles  by 
John  R.Vrba,  formerly  with  KTTV, 
and  agency  executives  Donald 
Johnson.  Robert  Colombatto.  and 
Robert  Davis.  First  presentation  is 
the  Frank  Sinatra  Golf  Tournament, 
a  $60,000  charity  affair  to  be  played 
9-10  November  at  Canyon  Country 
Club.  Palm  Springs.  Yrba  says  some 
125  stations  will  clear  time  for  the 
tourney.  Other  programs  coming  up 
will  be  live  coverage  of  the  Fifth 
Annual  Palm  Springs  Golf  Classic 
from  Bermuda  Dunes  Country  Club 
and  El  Dorado  Country  Club  on 
1-2  February;  then  telecasting  to  the 
east  the  USC-Ohio  State  football 
game. 

Documents  importance  of  docu- 
mentaries: Two  stations  have  just 
formed  special  units  to  create  and 
produce  public  affairs  programs. 
\\  TIC,  Hartford,  calls  its  unit  the 
Special  Programs  for  Radio  and 
Television  Division  and  says  it  was 
"made  necessary  by  the  increasing 
importance  in  both  radio  and  tv  of 
documentary  programs  and  produc- 
tions of  a  public  sen  ice  nature.' 
Heading  the  division  is  George  VI 
Howe,  who  leaves  his  duties  as  as- 
sistant program  manager  ol  WTIC- 
I A  .  KRTY.  Denver,  has  formed  a 
documentary  unit  to  do  a  series  of 
public  service  programs  "spotlight- 
ing the  needs  of  the  community."' 
It  will  fall  under  the  direction  of 
Al  Heifer,  station's  director  of  news, 
sports,  and  special  events. 


Another  tape  machine  from  Ampex 
Marking  its  third  all-transistoi  i/ed 
\  ideo  tape  t\  recorder  introduced  in 
the   last   nine   months,    Ampex   lias 
unveiled  the  VR-660,  a  $1  1,500  ma- 
chine that   weighs   just   under  100 
pounds  and  is  designed  for  mobile 
and   studio    use    b\    network,    com 
mercial,  and  educational  broadcast 
ers  throughout  the  world.  It  is  avail 
able  in  both  a  60-cycle  version  for 

SPONSOR   30  si  in  miur    1963 


T 


Da 


operation  in  this  t  ounh )    <  anada, 

.Hid  s ■  other  nations,  and  .1  50 

I  \«  le  \ ersion  foi  elscw here  in  the 
world    I  he  80  cycle  version  off< 

.11  ( ording  to  ^mpex,  the  lowest 
tape  1  onsumption  oi  anj  bn >ad< 
n-i  ordei  on  the  mark<  1  li  •  iperates 
.it  .1  tape  speed  oi  i.7  in<  hea  pei 
Mid  .Hid  1  .hi  le*  did  up  t"  tiv 
hours  1  >t  ( 1  intinuous  | >  1 . igram  mate 
1 1.1I  on  .1  single  l -  i'i.  I,  tee!  oi 
standard  2  in«  li  broad<  asting  tape 

HH)  guaranteed  replays  on  tape:  Be 
ginning  todaj   the  Videotape  ( Jen 
u  r  offers  .1  new  sen  u  e  to  tv  ad>  ei 
tisers  b)   initiating  .1  guarantee  foi 
theii  "Super  Dupe  100"  tapes — 1  < H) 
repla)  s  01  Free  repla<  emenl 

I  he  new  sen  ice  w  ill  i<  portedly 
eliminate  much  ol  the  high  o\ ei  .ill 
cost  .mil  traffic  problems  ol  adver 
rising  agencies  using  film  who  musl 
continual!)  snpplv  stations  with  film 
replacement  prints  Man)  agencies 
must  suppl)  nt  \v  film  prints  to  local 
stations  after  15  or  20  pla)  s  in  order 
to  maintain  acceptable  sound.  \l 
though  more  expensive,  tape  has  al- 
ways Listed  longer  than  film,  but 
guarantee  is  unpret  edented. 

l'\  boom  in  (  .1I1I:  \ RB  repoi ts  ( !al 
iloini.i  surpassed  New  V>iL  as  the 
state  with  the  largest  number  ol 
t\  homes  tins  \ eai  pr< tbabl)  due 
to  die  great<  1  pen  entage  grow  1 1 ■ 
ol  total  homes  last  year.  ( lalifornia 
is  estimated  to  have  5,101,000  t\ 
homes,  New  York  is  at  5,04fl  MX) 
and  Pennsylvania  is  third  with 
202.000.  This  state  line-up  is  part 
ol  VRB's  updating  ol  I960  Census 
t\  home  percentages  b)  the  latest 
regional  I  ,S  ( ensus  penetration 
data    projected    to    current    SRDS 

total    homes    estimates      |\lle(  tive     1 

September  1963,  total  t\   homes  m 

the  (ountiA    stand  at  50,433,100,  .in 

increase  .-I  1,404,000.  This  reflects 
no  change  in  the  total  penetration 
percentage,  however,  which  re- 
mained at  lxi  per  i  ent 

I  «  stival"   on    K  I  \  I      ( Irodins   oi 

California       men's    clothing  I     w  ill 

nsor    two-hour    Grodins     Musit 

I I  stival  on  KTVI  .  San  Fran* 
independent,  featuring  such  head- 
line entertainers  and  groups  as  the 
Dave  Brubeck  Quartet,  Vince  (m- 
araldi.  The  Four  Freshmen,  The 
Brothers  Four.  Carol  Brent  and 
Georuie  and  Teddy.  Festival  staged 


every  clav 

.  .  .and    liei*e*«    m  In: 


■  ■ 


•  EXCITING    COLORFUL   LOCAL   PROGRAMMING 

inu' 
men1 

•  GREATEST  TV  PERSONALITIES 
Fred  Hillegas.  Joel  V 

Denny  Sullivan  and  the  WSYR  G 
and  *      •     Bill  O'Oonnc 

Russell,  women  "Salty  Sam."  F 

•  BEST  TECHNICAL  FACILITIES 

In  Central  New  York.  ,dern 

completely  equipped  '  i 
mum  pow' 

•  EXPERIENCE  AND     KNOW  HOW 

A  topflight  veteran  start  directed    . 
than  20  years  at  WSYR  TV    No 

•  OVERWHELMING  SUPERIORITY 
"WSYR  TV  delivers  38*  more  homes  than  the  No  ?  station 


1 


N    Y 


o ; .-    hi 


NIC 
Affiliate 


Channel}    •    SYlACiSI,  ■.  T.    •    100  KW 

Plus  WSYE-TV  channel  IS   ELMIHA.  N.Y. 


Get   tht    .  HAKRIM  -  IGH  I  r  R    Si    P  '• 


SPONSOR     id   strTEMBB    1963 


ANOTHER  VALUABLE 

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OPPORTUNITY 

ON  WNBC-TV 

NEW   YORK 


10-second 

"ORBIT" 

PLANS 


Deliver  greater  reach 
of  unduplicated 
homes  in  economi- 
cal ten-second  an- 
nouncements never 
before  available  on 
this  basis. 


HERE'S  HOW  THEY  WORK 

YOU  BUY  a  fixed  schedule  of 
four  10-second  prime-time  an- 
nouncements in  four  weeks- 
each  one  in  a  different  time. 

YOU  GET  good  average 
weekly  ratings  with  economical 
10-second  announcements  .  .  . 

PLUS  a  four-week  cumulative 
rating  with  more  unduplicated 
homes    and    greater    cost 

efficiency. 


IT  GIVES  YOU   MORE   FOR 
YOUR  TELEVISION  DOLLAR 

Ask  your  WNBC-TV  or  NBC  Spot  Sales 
Representative  for  complete  details. 


WNBC-TV 


o 


NEW  YORK 


b)  Grodins  29  September,  at  the 
( >akland  Auditorium,  was  taped  by 
KTVU  for  telecast  5  October,  at  10 
p  in.  Three  Bay  Area  radio  person- 
alities. Jack  Carney,  Jimmy  Lyons, 
and  Tom  "Big  Daddy"  Donahue 
emceed  the  show,  with  an  assist 
from  seven  Playboy  "bunnies." 

Black  Hawk  diversifies:  Black  Hawk 
Broadcasting  has  purchased  the 
stock  of  the  Coca-Cola  Bottling  Co. 
of  Waterloo.  Iowa.  The  bottling 
company  will  be  operated  as  a 
wholly-owned  subsidiary  of  the 
broadcasting  company.  Black  Hawk 
Realty  Co.,  another  subsidiary,  has 
purchased  the  bottling  company's 
land  and  buildings.  The  realty  com- 
pany also  recently  purchased  the 
Insurance  Building  and  the  Inter- 
national Harvester  Building  in 
Waterloo.  Following  an  operational 
analysis,  the  bottling  plant  will  be 
remodeled  and  re-equipped  to  make 
it  a  modern  plant.  Black  Hawk 
Broadcasting  owns  and  operates 
radio  stations  KWWL,  Waterloo; 
KAUS,  Austin,  Minn.;  and  KLWW, 
Cedar  Rapids;  and  television  sta- 
tions KWWL-TV,  Waterloo;  and 
KM  MI  -TV,  Austin. 

NEWSMAKERS 

Donald  F.  Fischer  to  promotion 
manager  of  KTVI,  St.  Louis.  He 
was  promotion  manager  of  WCKT- 
TV,  Miami. 

Jack  Deutscher  to  director  of 
organization  development,  employ- 
ment and  training  at  NBC. 

Jay  BuiTERFlELD  to  director  of 
video  tape  sales  for  KCOP,  Los 
Angeles. 

James  Robertson  to  vice  presi- 
dent and  general  manager  of  Com- 
munity Television  of  Southern  Cali- 
fornia. He  was  vice  president  for 
Network  \llairs  of  the  National 
Educational  Television  and  Radio 
(  enter. 

\i  Bl  i;i  C  \isi  \i  k  died  20  Sep- 
tember in  St.  Thomas,  Virgin  Is- 
lands, lie  was  a  vice  president  of 
NBC,  and  president  and  general 
manager  of  the  Virgin  Isle  Televi- 
sion Cable  Corp.  since  L962. 

(..  Woodruff  Slow.  Jr.  to  re- 
gional sales  manager  of  WTIC-TV, 
Hartford. 

Tom  Rei  noi  ds  to  director  ot  op- 
erations loi  WOR-AM-TV,  succeed- 
ing Bernard  Box  le. 


YOUR 
MONEY 

IS 
WORTH 
MORE 


<>k 


TAMPA 
ST.  PETERSBURG 


Your  advertising  dollar 
goes  three  times  farther 

on  WSUN3TV 

the  pioneer  station 


WSUtHV 

Tampa  -  St.   Petersburg 

Notl.   Rep     VENARD.   TORBET   &   McCONNEll 
S.  E.  Rep    JAMES  S    AYERS 


SPONSDR    30   SEFTl  mhik    I9fi3 


'TIMEBUYER'S 
CORNER 


■  IIUS   Time    Buying   and    s<  Ding    s«  minai 
Know  anyone  aspiring  to  become  a  timebu) 
( )i  lomeone  who  just  wants  to  become  .1  little 
more  knowledgeable  in  this  pari  d  the  ad  busi 
nest     it\  time  to  remind  mem  thai  the  fall 
i  v\SS  will  be  starting  soon,  and  they'd  be  wise 
indeed  to  si;j,n  up  early,  for  this  extremel)  popu- 
lar eight-class  course  given  by  the  Internationa] 
Radio  and  Tel.  \  ision  Society  has  been  a  sell-out 
in  past  seasons.  The  first  session  will  be  held  29 
October  at  CBS  Radio,    19  East  52nd  Stn 

New  York,  and  the  sewn  follow-up  sessions  will 

be  held  on  successive  Tuesday  events 
sions  line  up  as  follows:  First:  Broadcasts 
Key  to  Marketing  Era;  Second:  Broadcast  B, 
tearch  Basics;  TbxrO:  The  Medio  Plan;  FOURTH: 
Research  in  Planning  and  Buying;  Fn  ih:  Net- 
work Basics;  SrzTH:  The  Rep's  Job,  Seventh: 

Bole  6  Functions  of  the  Tinnlnujer.  EkCHTH: 
The  Future  is  Exciting.  Instructors,  whose  names 

will  be  announced  shortly,  arc  industry    execs. 

Fee  for  cours.  is  $15.  Anyone  interested  in  regis- 
tering or  in  having  more  detailed  info,  contact 
Claude  Barrcre,  [RTS  executive  director. 


Media  pmplt 

« li.ii  tin  |    in  doiii . 


■  Gershon  elected  v.p.i  Richard  Cershon,  an  at- 

it<  media  due.  t.,i  .,t  B<  nton 
York),  has  1  •<  <  o  i 

■  Media  department  descending!    1! 
Ko<  media  departai 

moved  from  the  ;<>th  Booi  "t  the  General  I). 

ii  nines  Building  at  | 

tin-  ;5rd  Booi 

counting  department  are  also  located 

■  Nevada    news:    John    McCreary    has    bt 
named  din  media  and  produ 
Thomas  C.  Wilson  AdverrJsii  k>). 

■  Wind)  (  it >  switch:  Marion  JereHe,  formerly 
with  Biddl  has  joined  En 
Advertising  same  i  ity,  as  <  oordmator  of  dm 
and  production. 

■  From  the  Islands:  Stewart  Met  ombs 

V  1).  Starr  Inc.  |  Honolulu  and 

director  of  broadcast  media  I le  w .h  *  itli  \  W. 

\\i  r.  same  city. 


BILL    DANTZIC: 

salty,  broad,  and  deep 

The  nucha  man  ol  the  future  will  have 
to  have  a  broad,  deep  understanding  ol 
\arions  media  and  he  capable  of  marry- 
ing the  media  information  to  marketing 

requirements  of  .my  given  product,"  s.(\s 

Bill  Dant/ic,  assistant  media  supervisor 
at  BBDO  i  New  York  I  handliim  all  media 
for  the  Lever  Bros,  account.  Bill,  who 
joined  the  agency  two  \e.irs  ago  after  a 
3tt  year  tour  with  the  Navy,  found  the  I  1 
months  he  spent  in  the  analysis  group  in- 
valuahle    to   him   as   a   buyer.    With    this 

experience,  he  can  'take  all  rumbling  and 
grumbling  about  raring  services  with  a 

grain  of  salt";  understands  the  limita- 
tions as  well  as  the  \aladity  of  rating*." 
He  feels  buying  all  media  for  an  account 

is  particularly  necessar)  if  a  buyer  wants 
to  delve  deeply  into  an  ad  plan  —  that 

"it's  not  fair  to  a  client  that  the  agency 
ask  a  media  man  with  experience  limited 
to  one  medium  to  create  a  media  DUX  in 
the  wake  of  rising  costs,  and  a  trend  to- 


ward a  more  sophisticated  outlook  on  the 

different  audience  potential  and  audi- 
ence delivery."  Bill,  a  graduate  <>f  Johns 
Hopkins  University,  where  he  majored  in 
history,  also  attended  Hebrew  Unhrer- 

sit\  in  Jerusalem.  He  and  wife  Jud\  BVc 
in  Queens,  New  York. 


IIIIIIIIIIIIWH 


49 


TIMEBUYER'S 
CORNER 


30  September  '63 


■  CARTA  starts  fall  season:  The  first  fall  meet- 
ing of  the  Catholic  Apostolate  of  Radio,  Tele- 
vision and  Advertising  will  be  held  4  October 
at  12:30  p.m.  at  Rose's  Restaurant,  41  West 
52nd  Street,  New  York  City.  Luncheon  speaker 
will  be  Msgr.  Timothy  Flynn,  moderator  of 
CARTA. 

■  First  market  for  Clanky:  Famly  Foods'  (Chi- 
cago) Clanky,  chocolate  syrup  in  a  20-ounce 
container  shaped  like  a  spaceman,  being  intro- 
duced via  tv  in  Denver  on  five  children's  shows 
over  KLZ-TV  and  KBTV.  Special  premium, 
40-inch  Clanky  toy  valued  at  $2,  is  being  offered 
during  intro.  Syrup  in  Clanky  container  retails 
for  59^.  Agency  is  Edward  H.  Weiss  (Chicago). 

■  Derma-Fresh  Medicated  Hand  Cream: 

Alberto-Culver's  new  concentrated  cream  with 
Silicone  is  slated  to  be  introduced  nationally 
with  a  heavy  tv  schedule  beginning  early  in 
October.  Agency  in  Compton  (Chicago). 

DON'T    LOOK,   JUST   LISTEN 


M  u  \oi!k  BALI  oxi  S<  l  M     Claude  Piano,  execu- 

p  ofVii  Piano  Associates,  proves  his  sales  talents 

by  dlvi  from  n-p  firm's  fazzy  pent- 

□  to  pitch  .i  new  Piano  buy. 

■    Full  O'  Nuts  buyer  at  Peerless  Advertising, 

•  tal  zone  buying  concept— "One  Mighty 

which  enablei  buyer  to  nun  Ins,-  ;l  number  of 

■  in  one  ipedfic  area  on  ■  one-boy  one-bill  basis 


■  Stella  D'Oro  Biscuits:  Biggest  campaign  in 
company  history  started  mid-September  to  run 
for  13  weeks,  utilizing  an  intensive  major- 
market  radio  and  television  schedule  plus  na- 
tional magazines.  Theme  of  drive  is  the  Ten 
Free  Trips  to  Europe"  contest.  Agency  is 
Firestone-Rosen  (Philadelphia). 

*  Thomas  Organ  Co.:  Firm's  fall  campaign  in- 
cludes television  spot  schedules  in  a  number  of 
key  markets  including  Denver,  San  Diego,  and 
Minneapolis,  supporting  national  magazines, 
newspapers,  and  dealer  tie-ins.  A  new  invention 
exclusive  with  Thomas  that  permits  a  beginner 
to  play  on  sight — the  Color-Glo  Keyboard — will 
be  featured  in  the  campaign.  Agency  is  Cun- 
ningham &  Walsh  (San  Francisco). 

TV   BUYING  ACTIVITY 

►  Colgate  Congestaid  going  into  about  25  se- 
lected markets  across  the  nation  for  an  eight- 
week  campaign  set  to  start  14  October.  Buyer 
George  Blinn  at  Lennen  &  Newell  (New  York) 
looking  for  nighttime  chainbreaks. 

SALES 

►  Sara  Lee  Brownie  Halloween  promotion  will 
be  supported  with  a  nighttime  campaign  on 
ABC-TV  from  21  October  to  31  October.  .  .  . 
Prince  Macaroni  (Lowell,  Mass.)  using  tv  com- 
mercials for  the  first  time  in  the  New  York 
metro  market.  The  10-,  20-,  and  60-second  spots 
featuring  pixie-ish  Imogene  Coca  are  being 
aired  on  WNBC-TV.  Campaign  also  includes 
radio  spots  on  WHN  and  WABC,  also  New 
York.  .  .  .  WPIX-TV  (New  York)  reports  sell- 
out status  on  all  its  new  fall  hour-long  programs, 
Hawaiian  Eye,  Naked  City,  and  Dick  Powell 
Theatre.  .  .  .  Schluderberg-Kurdle  Co.  (Esskay), 
meat  packers,  have  signed  39-week  contract  for 
Biography  on  WBAL-TV  (Baltimore).  .  .  . 
Dodge  10-second  "teaser"  ( cut  versions  of  min- 
ute commercials)  spots  on  tv  in  50  major  mar- 
kets, one-third  in  color,  used  to  lead  up  to 
company's  largest  in  history  network  campaign 
of  minute  spots  in  late  September.  Dealers  will 
supplement  with  own  campaigns.  .  .  .  WNAC- 
TV  ( Boston)  running  sked  of  10  to  15  spots  per 
week  for  the  products  of  Mrs.  Paul's  Kitchens, 
through  Aitkin-Kynett  Co.  (Philadelphia).  .  .  . 
WPDQ  (Jacksonville,  Fla.)  reports  their  ex- 
tensive football  schedule  completely  sold  out. 
University  of  Georgia  sked  sponsored  by  Texa- 
co, 14-game  high  school  coverage  sponsored  by 
Gulf  Oil,  five-minute  feature  Football  Predic- 
tions sponsored  by  igloo  Custom  Equipment, 
three-hour  Football  Scoreboard  sold  to  Gordon 
Thompson  Chevrolet,  plus  pre-game  shows  all 
sold  to  various  sponsors.  .  .  .  Realemon  (Chi- 
cago) has  scheduled  Fall  Winter-Holiday  Radio 
Rampage  of  spots  on  NBC  stations  during  the 
months  of  October,  November,  and  December. 
Schedule  calls  for  28  messages  per  week  on 
190  NBC  stations.  Agency  is  Lilienfeld  &  Co. 


PERSONAL  IZED  .  .  .   person- to -pei 
radio  thai  i      hes  in  with  powerful  personal- 
ities i  confidence  in  the 

Moin<  tional' 

for  Iowa  a        rtiserg    K  I(  ).\     family    i  adio 
personal-ized     for  people,  t"  people    People 
who  listen,  like  it       people  who  buy  it.  love  it' 


KIOA 

IS 

PERSONALIZED 


THAT 
MAKES 
CENTS 


KRMG 


KIOA 

OSS     moi Nil 


KQEO 


KLEO 


Hilmin    *    <m> 


SPONSOR       1(1     M  I'll  Mm  K     196  I 


RADIO    MEDIA 


Do  radio  commercials 
have  longevity? 


A\i  mber  (il  seasoned  advertising 
men  have  tried  to  answer  this 
question:  |nst  how  man)  times  can 
a  radio  commercial  be  played  with- 
out loss  o!  elleeti\ eness? 

The  question  was  recently  raised 
l>\  Robert  F.  Hurleigh,  president  of 
the  Mutual  Broadcasting  S\stem. 
Hurleigh  also  discussed  print  space 
and  its  impact  on  the  reader. 

Vnswers,  oJ  course,  varied,  From 
"this  is  oik'  ol  advertising's  impon- 
derables" to  "it  depends."  One  re- 
plj :  "The  question  is  similar  to  ask- 
ing  .  .  .  how  long  is  a  piece  ol 
string?" 

On  one  thing,  most  ad  agenC) 
men  seem  to  agree:  variations, 
slight  as  they  may  he.  tend  to  ex- 
tend the  life  ol  a  campaign,  and 
thai  in  man)  instances,  the  oil  heat 
the  sott  sells  and  the  humorous  ap- 
proach —  in  other  words,  the  im- 
aginative and  the  fresh  —  have 
greater  Staying  power  than  others. 
Moreover,  the  right  musical  theme 
helps  considerably  to  lengthen  the 
life  ol  the  radio  commercial. 

Hurleigh  says  the  repeated  us-, 
ol  the  same  commercial  on  radio 
lias  become  so  standard  and  ac- 
cepted a  procedure,  so  obviousl)  a 

pari   ol   an)    campaign,  that    no  one 

seems  to  trouble  to  anal)  ze  it  \  >  '. 
this  low  -cost  factor  (  added  to  man) 
others  i  helps  make  radio  the  truh 
inexpensive  and  remarkable  medi- 
um il  is  and  I [urleigh  puts  it. 

Il    is  almost  30  years  since  radio 

<  ommercials  have  been  put  on  rec- 
ord 01  tape.'  Hurleigh  continues. 
I  In  qualit)  o|  production,  mostl) . 
lie-  been  ex<  client,  and  an)  thing  ex- 
i  ellenl  doesn't  come  (  heap.  Vet  the 
'•■I  the  most  expensive  ol  these 

1 ii"  k  ials  has  been  a  negligible 

i  ompared  to  tin-  budget  Foi 

proportional!)   fai   less  i  on  a 

than  an)  oth<  i  produc 

•  'i    an)    othei    mm  dia 

ier<  Foi     nal 

"'ii  heard  on  all  four 

lish    and 


hundreds  ot  independent  stations 
across  the  country.  Some  of  the  very 
best  of  them  have  run  for  years.  I 
wouldn't  he  surprised  if  many  of 
these  have  been  played  over  1(X),- 
000  times  before  they  were  finally 
retired.  And  I  would  not  be  aston- 
ished il  some  one  proved  me  'low' 
in  my  estimate. 

Hurleigh  believes  good  radio 
commercials  have  lots  of  life  in  their 
veins.  People  actually  like  them,  he 
says.  And.  he  adds,  one  doesn't  real- 
ly  know  whether  many  ot  these 
commercials  have  not  been  dis- 
carded too  soon. 

"Thercs  just  no  adecpiate  re- 
search in  this  field."  Hurleigh  says. 
"The  advertiser  and/or  the  agency 
may  have  become  personally  bored 
while  the  listener  may  have  been 
reach  lor  still  more.  How  long  a 
truh  great  commercial  can  run  is 
still  anybody's  guess.  This  is  the 
'plus'  in  radio  that  few  men  empha- 
size.  It  is  just  one  more  factor  re- 


HURLEIGH:  "The  quality  of  production 
.  Iiiis  been  excellent  .  .  .  yet  the  cost 
.   .   .  has  been  a  negligible  factor  com- 
pared   to    tin'    budget    for    time    .    .    ." 

emphasizing   radio's   econom)    ami 
impact." 

Perhaps    (he    most    shining    ex- 
ample  ol    a   commercial   with   ex- 
traordinary staying  powers  is  Pepsi 
rime  .ind  again,  Pepsi  is  cited 
lor   its   almost    total    acceptam  <     b\ 


listeners.  Philip  B.  Hinerfeld,  \  .p. 
and  director  ot  advertising,  Pepsi 
Cola,  believes  the  irritation  factor 
is  absent  from  his  firm's  singing 
commercials  because  they  possess 
these  two  long-lasting  properties, 
namely  quality  and  simplicity. 

Hinerfeld  says  for  a  singing  com- 
mercial to  be  popular  over  a  long 
period  of  time  it  must  possess  a  tune 
that  is  neither  "tricky  nor  kooky] 
As  the  Pepsi-Cola  ad  executive  puts 
it:  "Taking  the  cue  from  Broadway 
hit  tunes,  you  must  get  something 
so  simple,   so  pleasant,  so  memor- 


OLDS:  "Many  corporations  have  estab- 
lished a  visible  logo  but  relatively  few 
have  done  the  same  thins  with  sound  .  .  ." 


n 

'V 


1.; 
lti 

,.' 


able,  that  the  audience  walks  out  of 
the  theatre  at  the  end  whistling  Ou- 
tline. The  tune  is  the  keystone  he- 
cause  it  they  can  remember  the 
tunc,  they  will  more  easily  remem- 
ber the  words. 

Many  ad  experts  point  out  that 
J-E-L-L-O  is  another  prime  ex- 
ample of  a  radio  commercial  with 
little  wear-out  possibilities.  Mark 
Olds,  general  manager  of  WINS. 
New  York  observes  that  "main'  cor- 
porations have  established  a  \  isible 
logo  but  relativel)  tew  have  done 
the  same  thing  w  ith  sound."  I  le  sa\  s 
Jello  was  one  product  that  was  suc- 
cessful with  its  long  standing  sound 
signature  (J-E-L-L-O)  "and  then, 
are  others  who  create  the  same  el 
I  eel  with  a  character — the  Tetlesj 
Tea  taster,  lor  example." 

The  problem,  ol  course  is  to  (ind 
a  good  one  that  will  wear;  this  1 
vvh)  it  is  so  hard  to  find  a  realh 
good  musical  theme,'  Olds  recent!) 
observed.  "Once  you  do  find  one 
however,  you  can  use  it  in  a  do/ci 
different  ways  —  as  a  march,  a  jazz 
theme,  a  wait/  and  so  on — and  it 
will  last  far  longer  than  the  averag< 
slogan  or  tag  line. 

SPONSOR   30   si  i'ii  mbi  k    1!)63|^ 


I!. i 


f' 
11 

11 

w 

li 


i'l  likl\s  Pepsi  gets  across  indelfbl) 
he  nickel,  nickel  price  fa  .1  IS  ounce 
mttle  <  lu(|iiii.i  H. in. in. 1  is  still  quoted  bj 
■me,    Bough    nil    tin    .mi    some    time" 

The  I  I  1  I  ( •  commer<  ial  also 
s  recalled  l.\  Ted  Douglas  \IK 
.  h  e  president  in  chai  '4e  ol  sales  F01 
be  Radio  Network.  1  le  vi\  s  it  the 
opj  is  effective,  there's  n<>  limit  on 
he  niunber  oi  times  a  commercial 
•an  be  played.  How  man)  years 
\.is  the  J!  l  l  0  commen  ial 
dayed  successfully?"  Douglas  asks 
"In  this  day,  th.it  message  is  still 
dentified  with  Jack  Benin 

advertisers  and  then  agencies 
According  to  Douglas,  now  realize 
I1.1t  reach  isn't  the  onlj  dimension 
i|  .1  sales  message  Continuity  and 
requencj  have  become  extreme!) 
pnportant  in  the  success  ol  commer 
mIs  mi  radio,  Douglas  believes, 
siting  such  nanus  as  Campbell's 
r-8  Juici  I  asite,  s\  Kama.  R.  | 
Reynolds,  Philip  Morris,  LAM,  Bris- 
)l\l\eis.  I'.  Lorillard,  the  Mennen 
Bompan)  and,  ol  course,  the  afore- 
mentioned Pepsi-(  !ola. 

These  advertisers,  among  others 
lave  been  successful  because  the} 
kd  their  agencies  recognize  that 
bntinuit)  and  frequenc)  as  well  .is 
t.uIi  are  required  to  move  a  prod- 
ut — especialh   il  the  product  is  a 

ow  1  nst.  high  \  olllllie  I  me.  I  )i  (Ug 
las  sa\  s 

lii  the  opinion  ol  ( leoi  g<   Perkins, 
Ice  president,  network  programing 

o.  CBS  Radio,  Pepsi-Cola,  Chi- 
piitn  Banana  and  [-E-L-L-O  art  all 

11 1  u   favorites  "All  three  registered 

iininediatek  .  not  one  ol  them  w  ore 

nit  its  welcome  and  people  are  still 
noting   them   toda)    even   though 

mi-  s  of  the  air  and  the  other  two 
ha\e  changed  their  pitches,  il  not 
:lieir  tunes.''  Perkins  declares 

What  are  Perkins    reasons  for  his 

Ikoices?  Pepsi  heads  Perkins  hst 
'for  getting  across  indeliblj  the 
nickel,  nickel  pine  foi  a  12-ounce 

SPONSOR    .SO   miii  mhik    I1' 


Cinzano  Vermouth  uses  the  Tom  Swiftie  approach 

*!  1  »i  \( .  \\  ( »\|  \\      \\  h>  doi  ■  ii-  iiiik 

.lie  asked  fngUgill 

'l  <  >t   \<  .  \|  \  \     I  ,  nil,  (I  you   wvetl  ,.'.  I  u  1  nkhi 

I  111  talking  al t  third  I  Ft  hand  ,d\ 

Its  Imi .    wnu   nit,  thnu  nl  //// 

I  II   taki    (    ill/aim   Red   \  '  1  111. .ut'  <\\ 

\\  till  I,  mori  .  Ik  n\k,  J  win  hi 

( )\  1  1  11 1     sh.  replied  1  oldlj 

/  />;.  ;.  ;  (  in  mi, ■  \\  In/,   \  ,  rrnouth     In   taid  dryly 

\ml  m da  '    sh.    asked  effi  1  * esi  1  nth 

jiiiiun,    11  ,.t,  1      In    sanl  tOUU  nlli/ 
\    <    Inn  ii     I  «  «ltl«        sin     said    i,  In  slm, 

delicious  in  thi  tummei     hi  taid  cooly 
No   wondei    its    ih.    (  nntinental    favoriti       she   s.nd 

polti  (l|\ 

"Cinzano's  tht  only  vermouth  fot  m,     In   taid  exclusii 
It  makes  anj  dunk  bett<  1     she  said  tastefull) 
I  INGLE    When  Mm  mix  with  (  inzano  you  mi\  with  th 

(   ni/aiiii    (   iii/ain  1    (    111/  1 


nun  ial    i  an    l><     pla\  .  d    up   I 

posures  a  w  «  k  in  a  single  mai  I 

I [owevei    he  1  autions  1  1 

dio  station  should  1 
pla)  s 

I  low  man)  tiim  s  <  an  a 
« ial  be  played  w ithoul  l"ss  of  el 
t«i  tiveness?    \t    I- 1. 1.  hei    l*i<  hards 
(  .ilk ins  i\  1  [olden  experts  see  it  in 

various     limits      W  llllalll    (         I  )ekke| 

\  K  e  president  and  din  <  toi  "I  m< 
feels  it  is  one  "t  advertising  5  im 
ponderables  w  ith  so  mm  h  d 
ing  "ii   tin    marketing 

ipielu  \       i>l      pmp.  im       and 

profile 

I  In     answ  .  1  ling    to    S      I 

I       Ink    m  umr   v  p    and  din 

alio    at     FRC&H      dl  p<  nds       11    a 

number     ol     fa<  t> 'is       & >m<  1  ii 
pla)  ing   a   1  ommen  ial  ban 

■    w  ill  destn  i)   its  i  ii. .  ti\  1 11. 

1.  k     sa\  s  [n      t...  t       main 

<  ailed    humorous    appi 

their  linpat  t  oiu  .    tl  ■  n  II 

(  »n    the    1  ithi  I     hand  !     jingK 

■ 

p.  1  iods  "t  imi'      \  clevei   p!  n 

w  Olds,  sin  I    as  in  tl 

imeii  lah  lit  (    in/an..  \  ■  lin.nitli 
also  tends    '  S 

heard    main     til 
I     Without     loss    i  >|     h-' 

' 

l>\ 

' 
I 

53 


bottle       \s   Ii  n    (   lui|iiita    Pan. ma     it 
did  a   job  ol  edm  atlon  people  ha\  . 
ne\  el    forgotten 

( Ihiquita  Banana  is  still  quoted 

In    name   though   she  s  been   oil    tin 

ail  some  time,  on  the  subjei  t  ol  ha 
nanas    and    refrigeration,    "Perkins 

sa\s     "Jello's    Spellout    ol    its    name. 

has.  to  nn  w.n  ol  thinking  nevei 
been  surpassed  lot  effectiv<  prod 
net  identification. 


I'KOI  l(  K  Sometimes  playing  .1  com- 
mercial more  than  once  "ill  dt-t  1  <>s  lis 
effectiveness,  good  jmsdea  can  plaj  .mil 
l>r    enjoyed    f"i    l>>"i;    periods    <>l    inm 

II    its    :         od  <  omnien  ial.  hah\  . 

then  sin  1  an  run  <  omments  rom 
I ).  I  lull,  partnei  in  Tru  Zakin  <  urn 
pain  Variations  ol  ten  help  he 
notes  adding  that  with  an  1  Hei  live 
i ampaign  1  «p  sun  t.<  sound  1  an  h. 
greater  than  I  t\  01  punt  llnlt  fig- 
ures   tll.lt    an    •  '        ' 


RADIO     MEDIA 

i  ,     ,n     s. 
the   \\ 
\\  jiliin  an)   cam- 
lerall)  adopi  .1  theme 
and  format  and   then  stu  k  to  it. 
I'm  e  saj  s      In  this  waj    \\r  have 
found  thai  our  commercials  enjoj 
111n1s11.il   audi<  m  e  recognition   and 
identification  w  itli  the  product." 

I  he  agen<  \    has  used  tins  pi  in 
ciple  lor  Carlsberg   Beer,   Sterling 
1     ( lardens     1  sir    box )     and 

other  chentS.  Price  sa\  s  it  is  essen- 
tial to  avoid  "hlandness"  in  radio  ad 
campaigns  w  here  budgets  simpl)  do 
not  permit  use  ol  long  flights  oi 
solid  across-the-da)   airtime. 

There    is    no    one    answer    to    tlie 

question,    s.i\s    Stanlej     Newman, 

V.p.  and  director  of  media.  J  licks 
c\  ( .reist.  Thinking  in  terms  ol  the 
effect  ol  repetition  on  individual 
prospects,  the  media  planner  must 
answer  this  question  in  accord, nice 
with  the  laets  ol  each  specific'  situ- 
ation. Newman  asserts 

( >  1 1 1  concern  should  he  with  how 
often  the  great  majority  of  individu- 
al potential  prospects  have  been 
exposed  to  a  commercial  message," 
New  man  s.n  s.  "  \  radio  commercial 
loses  effect  when  the  great  majority 
ol  the  prospects  you  can  expect  to 


reach  with  the  medium  have  been 
exposed  to  that  commercial  at  a 
level  of  frequencj  great  enough  for 
the  message  to  take  hold  in  their 
individual  minds." 

Newman    observes   that   a   hard 
selling  radio  commercial  for  a  new 


NEWMAN:  "Our  concern  should  be  with 
liou  often  the  majority  of  individual  po- 
tential prospects  have  been  exposed  to  a 
message,"  says  the  II  &  G  media  director 

soap  product  might  begin  to  lose 
effect  when  most  of  the  women 
who  can  be  readied  have  been  ex- 
posed to  the  message  at  least  eight 
to  JO  times  each.  At  that  point,  he 
says,  the  message  has  penetrated 
their  minds,  and  either  aroused 
product  interest  or  been  met  with 
indiflen  nee. 


gmnntiiiinmiiiniiiiiiiniiiiiiiiiiiiiininiininiiiiiiiiiiiiiM 

Preston  Peacock  pitches  Sterling  Forest  Gardens 
ANNOUNCER:  "Preston?  Preston  Peacock  .  .  .  we're  on  the 

PRESTON:  ".  .  .  coming  .  .  .  coming!  Are  .  .  .  the  cameras  on 


\\\CH:  ".    .  Preston,  ue're  on  radio,  not  TV." 
PRESTON:  "Von  mean  the  audience  can't  see  these-  magnifi- 
cent tail  feathers  ol  mine?  Or  these  thousands  of  rose  blooms 
m  our  glorious  Sterling  Forest  Gardens   Festival  of  Roses?" 
\\\(  !R:  'Not  unless  they  come  to  Sterling  Forest  Gardens." 
PRESTON:  "How   about  the  80,000  begonias?  The-  water- 
falls, fountains  and  fishing  pond  .  .  .  the  ski  lift  ride  up  Tiger 
Mountain?" 

VNNCR:  "Just  tell  the  listeners  about  them." 
PRESTON      People  come  to  Sterling  Forest  Gardens 

ll  s  .1  wonderful  waj  to  spend  .1  vacation  in  one  day.  If  you  all 
1  "inc.  we  ( .in  afford  to  get  on  tele>  ision. 

VNNCR:   {slightly  annoyed)  "Preston,  forget  TV.  They've 
already  got  a  peat  t><  k  on  NB( 

PRESTON     That  imposterl  I  saw  him  on  TV  today.  Living 

'  olor.   Humph!  Ih   s  just  .1  plain  black  and  white  bird. 

STATION  VNNOUNCER:  Visit  beautiful  Sterling  Forest 
lens  ih.  wonderland  in  the  wilderness  . . .  north  of  Tuxe- 
Xi ■"  York,  ell  route  210 — just  an  hour  from  Manhattan. 


(  )n  the  other  hand,  he  continues, 
a  softer-selling,  music-embroidered 
commercial  for  a  soft  drink  or 
cigarette  may  remain  effective. 
within  the  terms  of  the  effect  being 
sought. 

There  is  no  strong  memorability 
in  the  straight,  Standup,  no-non- 
sense pitch  but  one  can  achieve  it 
in  commercials  relying  heavily  on 
strong  musical  themes,  antic  humor. 
realistic  sound  pictures  and  docu- 
mentary testimonials,  according  to 
Bill  Pitts,  v.p.  creative  services,  Ben 
Sackheim,  Inc.  It  also  explains  why 
"guys  like  Klavan  and  Finch.  Bob 
and  Ray  and  similar  irreverent  pairs 
attract  so  many  advertisers:  when 
they  kid  the  commercials,  the\  blur 
the  distinctions  between  ad  and 
program    content,"    Pitts    believes. 


Pitts    recalls   a    spot   radio   cam- 


It 


•:: 


IP 


paign  to  promote  Nationwide  car 
insurance.  Sackheim  bought  morn- 
ing and  evening  drive  time — Mod 
day  thru  Friday — local  spots  in  the 
mornings,  network  news  in  the 
evenings.  On  weekend  there  were 
spots  on  MBS,  aimed  at  drivers 
The  package  consisted  of  five  sepa- 
rate minute  spots,  each  with  a 
humorous  situation,  winding  up 
with  a  10-second  musical  signature. 

In  a  complete  package  of  29  spots 
per  week,  each  was  rotated  close 
to  six  times.  Concrete  sales  results 
were  seen  at  the  end  of  a  six-weeks 
campaign. 

"The  spots  were  entertaining,  the 
musical  theme  contagious,"  Pitts 
says.  "I  would  guess  that  with 
double  the  frequency  of  our  sched- 
ule, these  spots  would  not  ha\t 
worn  out  their  welcome.  An  origi 
nal  commercial  idea  can  stand  more 
than  the  usual  exposure  and  con 
versely,  if  the  budget  is  modest,  i 
can  deliver  twice  the  power  of  ai 
ordinar\'  schedule.  And  that,  I  be 
lieve,  is  the  whole  clue  to  radii 
spot  scheduling:  get  your  client  t< 
invest  in  a  quality  commercial- 
then  run  it  with  confidence  am 
don't  worry  about  too  little  or  to< 
mam    minutes  per  week." 

The  "ear  is  less  prone  to  bore 
dom"  in  the  opinion  of  Jay  Victoi 
president  of  the  Jay  Victor  Com 
pany,  who  also  notes  that  the  h.isi 
reasons  for  such  differences  in  th 
life  expectancies  of  a  radio  conimei 
cial  versus  anything  on  t\  or  i 
print  probably  lies  in  the  patholog 
of  the  eye  and  the  ear. 


ll: 


it 


I 

n 

■ 

fin 

DliS 

mis 
Bm< 

Kits 
ll.\ 

ord 
on 
be 
ntii 

ati.  1 


SPONSOR    $0    si  i-n  MBER    196 


m 


Radio  cheapens  itself,  says 
Farnath  and  Stephenson 


\    bai  pain   basemenl    uppn mi  h   to 
telling  radio  is  debasing  the  broad 

.ist  industry  .mi!  m.i\  .in even 

great ei  problems  foi  tli«'  medium 
ban   now    beset    it     Tins  ominous 

i|> n  u.is  shared  l>\  .it  least  tw o 

>l   the  industry    luminal  ies  im  ited 
(i  enlighten  the  recent   Radio   \<l 
miising  Bureau  Management  Con 
<  i  <iit  es 

1  .tslic  I )  l.ii  n.itli.  \  h  c  pi  esidenl 
n  charge  ol  media  foi  \  A\  Vyer, 
old  the  regional  gathering  in  Sara 

u<j,.i    Spi  tngS    that     sw  iti  Ii  pili  Inn1 

lis    become    .i    w  idelj    emploj  ed 
wcdg<      in   selling  radii >    Fai nath 
Ii  fined  it  .is  making  .i  second  pi e 
. nit. tt kui   Foi    business   tint    seems 
lestined  to  go  to  .i  competitoi     It  is 
i  po<  'i   business  prai  tice     he  said 
[time-consuming  for  everybody,  and 
t  cheapens  the  whole  industry,  gw 
Dg  tin-  impression  that  .ill  it  takes 
<>  get  .i  bargain  is  to  set  the  winds 
it  negotiation  in  motion."  ( \o\  ei  ing 
everal  industr)  problems  in  .i  pot 
)oui 1 1  address  entitled  "An   \d\ei 

isili'J,      \'J,ene\   s     Notebook     I'll     li.i 

Ii"  Farnath  also  atta<  ked  the  oeg 
Rive  salesman  who  sells  Ins  station 
>\  "down-selling"  Ins  competition 
n  the  market.  "I've  got  a  feeling 
ie  s  selling  lus  ow  n  medium  dow  a 
lie  1 1\  ei .  building  nothing  l>nt  con- 
usion.  distrust,  disrespect,  and 
loiibt.  about  everything  from  sta 

ion    allida\  its    to    adiaeeiu  ies    and 

atings,  and  even  rati  s 

tills  for  sliinilard  i  zation 

Taking  oil  on  tins  last  topic,  the 
hedia  executive  called  foi  stand 
irdi/ation  in  radio  in  all  the  areas 
\liidi  present!)  befuddle  tin  media 
)u\ er  Ever)  station  lias  a  different 
ate  card,  lie  i  li.n  ged,  adding  that 

tven    the    units    available    for    sale 
ire    fai    from    standard.    Some    sta 
ions   sell    LO-second   spots.   20-sec- 
iiids.   30-seconds,   80-seconds,   etc. 
bme    \\  HI    not    accept    20  set  ond 

pots.  Some  set  their  own  stand- 
ids  according  to  the  number  ol 
lords    in    the    copy."    Standardi/a- 

ion  is  also  needed  in  the  area  <>l 

line  classifications,   method   ot    pic 

kiting  availabilities,  rating   infor 
nation,  confirmations,  etc.,  In-  said 
Granting  greater  decision-making 
xiwers  to  both  sellers  ami  buyers 

PONSOR     .10    s,  IMI  MIUK     I1" 


would    .  hmiii.it.     a    lot 
lllin  n  d      tap. 

I    .it  n  ,'i         Ih      also     i  ailed     fill      n. 

local    level    research    w  lu<  h    w  i  mid 

•  'II.  i    i  ■■  in  i.  s    ih.   kind  ol  mati  : 

to     lii  Ip     lis     uihI.  island      tin       leal 

dun  F  a  piituul.ii   sitatii m  in 

i  in. n  k.  t 

\     Inn  i  ii  am      k( 

.1.  n!  (  I  ,\   \\     Sti  phcnsnn  ii 
dressing  the   I  >.ill.e  .1   man 

'III    lit       i   .  'III.    1  i    In   i  Mil        M    I  I  1. 1 1  ks 

In  was  lo  have  made  might  also  l>. 
mil  I  puled       .is       stOl  in       w  ai  nil 

I ><  n\  ing  thai  a  e<  uti\  es  oi 

ali\  i  IlltSlde  "I'si  I  \  i  I  s  i  an  .msI 
i  .nin  '    ill    its    efforts    t<  'W  aid    si  It   mi 

provement  Stephenson  sti  m  k  out 
stronglj      at      radio  s      sell  im 

w  hleh      hi-    s.nd.    detel  mines    a^eui  \ 

ait  itudes  lln  h  >lli  iw  ing  \  n-w  p  »inl 
■  il  a-,  in  ies  ami  advei tisers  tov ard 
radio  is  prett)  well  indicated 
1>\  the  intense  .  i  mcentratii  >n  i  in 
procurement     i  'I       i  ate       i  on< 

slims         he     told     the     station     III. ma 

Ms      You   find  \ ourseh es  dealing 

with  buyers  whose  .>nl\  assignment 

is     to     lual     down     \oiu      tales        The 

merits  "I    your    stations     it    those 

merits  reall)    e\ist.  are  obliterated 

In     a  total    absorption    with    the 

inattei  ol   i  utting  i  osts    This  is  a 

sitiial  ion    l"i    w  huh   no  one   but    the 

i  nil' ■   indiisti\    itseli    i  an    be   held 

i  i  s|n  insible 


Sti  phi  nsmi      You    must  in 

rts  I 

1  ' 

th. 

i      \  1 1. 1     I 

m    the    mil 

\ 
i .     .ii  i 
■ 
from  tl  !    dl  oi  whii  h  ; 

moti 

his 

list.  ■  Ii     from 

s\  mpi a tii      problems 

hum     and  wik    hi 

.1   unii\  iduals  \  on  put 

spark   ba<  k    inti 

.  m.  ilium  that  a-b. crtising  dol 
I. us  ai.    drawn  to  it  l>\   the  sh 
[Kiwei  "i  its  \  italit)    I  o  ma) 

stations  so  distiiu  tivelj    and 

iitivel)     diit  from 

othei    that  the  i  apt  ices     t   ratii 
w  ill  i  ease  I 

i 

It     is    thill,  ult     foi     in  n\  e 

that    a    t  Imit  .     b,  tv«  . 

iniisii    .mil  another  i  i instil 

the  ultimate  diversifii  atii in  in  i  i 
programing  \\  hen  there  is  so  httl. 

distinguish  you  from  yoi 
petitor,  is  it  an\  w i  nil.  i  that 
rising   bu) ers    ma)    rest    tl 
.  isn  .us  on  i 


BANK  TRIES  BOUNCY  NEW  SYMBOL 


rItfS  (he  big  hank  .  .  .  with 
the  little  hank  inside. ' 


Famil)    Banking  <  entei   >>t   (  ontincntal   Illinois   National   Bank   &    lm«i 
(  n    .a  (  hicago  has  come  up  with  .i  kangaroo  s*  ■  1 1 1     .i  Sued  poocti     .i> 

its   new    NMiihnl.    tieil    In    llogan,      It'l    tin     l>'~    l>.ml>    with    tin-    littli     bank 

inside      <  ommercials,   vit    I  trie   I  udgin   »s    <  ••     inctudi  nd   h 

.mil  radio  ipots.    l\.  on   w  HHM  and   WNBQ    i«  in  prime  li- 
on \\  \l  \(.)   w  HUM    will     w  ( .\    ,\  w  I  \l  l 


BRYCE  COCKERHAM,  WSJS  salesman  (left),  examines  a  South  Central  Airlines  plane. 
His     guide     is    Sain     Corster.    airline     president     and    supporter    of    radio     advertising 

RADIO    MEDIA 

Feeder  Airline  takes  to  the  air 


In  its  first  three  months  of  operation, 
beginning  last  29  May,  South  Cen- 
tral Airlines,  Winston-Salem,  N.  C, 
had  only  two  customers  flying  out 
o!  its  headquarters  city.  However, 
a  three-daj  advertising  campaign 
on  WSJS  in  Winston-Salem  made 
South  Central's  business    take  off." 

Samuel  Coester,  president  of 
South  Central,  explains  the  reason 
lor  beginning  a  Feeder  airline,  said: 
"Five  years  ago  our  method  of  op- 
eration would  not  have  been  prac- 
tical. Local  air  service  was  neces- 
sitated l>\  the  development  ol  big 
jets.  Due  to  their  size,  speed  and 
cost,  it  is  not  economical  to  operate 
them  on  short  runs.  Therefore,  as 
the  larger  ai]  hues  converted  to  jets. 
thej  stopped  servicing  an  increasing 
number  ol  small  and  medium  sized 
cities.  South  Central's  purpose  is 
tn  bring  last,  regularly  scheduled 
servia    t"  cities  w ith  trading  areas 

ol    r,(X><)  to   100,000,  and   link   them 

i"  major  ait  terminals." 
tdvertUing  vital 

I  In-  airline's  concept  and  special- 
'•iv  k  (  demanded  comprehen 
si\.     advertising    exposure.    WSJS' 
thr<  ■  daj   i  <><  ;  th<    Forsyth 

(     "Ulltv        lll\  lt.tllr.ll.il      (  Joll      TOUl  M.I 

w  as  sele*  ted  foi  South  (  en 
:'     introduction.  The  air 

tn  •  \<  lusive  s| soi    bought 

nit  nis  during  the 

•         'ml.    in    addition. 
i   '',,    i  nu namenl 


free  passes  to  Hy  anv  where  in  the 
area. 

"The  golf  tournament  was  a  nat- 
ural for  us,"  Coester  said.  "The  type 
of  people  interested  in  the  tourna- 
ment were  just  the  people  we  wanted 
to  reach.  With  the  heavy  saturation 
campaign  of  WSJS.  we  really  got 
the  message  across.  You  can't  al- 
ways pinpoint  results  ol  advertising, 
hut  we  didn't  have  anv  business  out 
of  Winston-Salem  until  that  tourna- 
ment .  .  .  (  Now  )  we  have  two  to 
three  passengers  a  day.  The  very 
dav  after  the  tournament  ten  people 
called  to  inquire  about  our  service 
and  even-  one  of  them  became 
customers." 

Since  the  WSJS  campaign,  South 
Central  has  become  a  confirmed 
radio  advertiser:  This  fall,  Coester 
plans  a  heavy  spot  radio  campaign, 
not  only  in  Winston-Salem,  hut 
throughout  South  Central's  service 
area  ol    12  markets. 

Nevada  Broadcasters 

Hold  Organizational  Meet 
Nevada  broadcasting  stations  or- 
ganized their  first  statewide  asso- 
ciation  in  regal  style  last  week  t  2-2- 
25)  at  the  Sahara  Inn.  Las  Vegas 
putting  the  reins  in  the  hands  ol 
Lee  Hirschland,  general  manager 
"I  KOLO-TV,  Reno. 

On  hand  to  launch  the  project 
were  such  industry  leaders  as 
LeRo)     Collins,     president       '     the 


\  \B:  Syd  Roslow,  head  of  Pulse;  ' 
Jack  O'Mara  of  TvB,  and  Donald  j 
VlcGannon,   president  of  Westing- 
house  Broadcasting.  All  convention 
arrangements    were   under   the   di- 
rection   of   Ted   Oberf elder,    presi- 
dent    and     general     manager     of  , 
KRAM,  Las  Vegas,  who  mapped,  . 
among  other  things,  a  motor  tour 
of  Hoover  Dam,  and  Lake  Mead. 

Radio  and  tv  stations  in  the  state 
have  long  felt  the  need  of  organi- 
zing a  statewide  association  to  give 
national  and  regional  advertisers 
and  their  agencies  a  "look  at  the 
other  side  of  the  Nevada  Silvei 
Dollar."  Although  there  is  no  argu- 
ment that  the  gambling  industry  i< 
the  state's  largest  industry,  the  fact 
is  that  an  insurge  of  permanent  resi 
dents  has  made  a  world  of  differ 
ence.  The  permanent  population 
has  more  than  doubled  in  the  pas 
three  years  (to  450,000).  From  th< 
more  than  four  million  tourists  vvh( 
visit  the  state  each  year  are  drawr 
a  goodly  percentage  of  those  wh< 
liked  what  they  saw  for  the  future 
and  decided  to  return  there  to  live 

Despite  the  wealth  of  entertain 
ment  diversions  in  Nevada,  radi< 
and  television  play  a  very  promi 
nent  role,  both  locally  and  via  thi 
network  facilities,  all  of  which  hav 
outlets    in    the    state.    Las    Vega 


boasts  three  tv  stations — KLAS-'D  lin 
(CBS),    KORK-TV    (NBC).    an< 
KSHO-TV    (ABC);    six   am    radi- 
stations— KENO,     kl.VS.     KLUC 
KORK,    KRAM,    KVEG;   and   tw 
fin     outlets— KLUC     (FM)     an. 
KRGN  (FM).  Reno  has  two  tv  st. 
tjons— KCRL  (NBC)  and  KOLC 
TV   (CBS-ABC);  and  five  am   st. 
tions    —    KBET,    KDOT,    k()l 
KOLC).    KONE;    and    one    fm    Out 
let— KNEV  (FM).  The  Lake  Taho 
area  is  served  by  two  radio  statioi 
on    the   eastern    California    horde  F 
of  the  lake— KHOE,  Truckee,  an 
KOWL,    Bijou,  and  by  tv  transl; 
tors  from  Reno.  Other  radio  statior 
in  the  state  are  KELK,  Elko;  KEL1 
Ely;  KVLV,  Fallon;  KTOO  |  WI 
FM  ),     Henderson;     KPT1 .,    (  .use 
(   ity;    KDUB,   Sparks,  and    KWN 
W  inneinucca. 

Thus,   with   five  tv,    IS  am.   an 

tour    fm    stations.    Nevada's    popi 
lation,  now  nearing  the  half-milli< 

mark,     has     perhaps     more     dai 
sources   of   broadcast   service   froi  im 
the    home    front,    per    capita,    tha 
anv    other  state  in  the  nation. 


■ 


tin 


ur 

::■ 

.:■ 


i 


SPONSOR    30   SEPTEMBER    \9t   MB 


FM  shortchanged  by 

joint  radio  measurement 

\\  hen  resean  li  attempts  to  measure 
both  .mi  and  tm  radio  with  the 
viiim  yardstick,  the  lattei  is  bound 
to  be  slim i  changed  claims  the 
National  \ssn  ol  I'M  Broadcasters 
Measurement  techniques  original!) 
<l(  \ eh iped  for  am  radio  i  an  onlj 
_Kad  to  substantial  undei  estimati 
lot    tin    audience    size,     according 

■  t<>  a  research  analysis  recentb  made 
Ijpiililu-  b)    N  \l  MB 

\ \l  related   bi  ises     shoi t  i  hang 
I  ni'4    I m  are  judged  to  stem  From 

■  the    "liistoiA    ol    .mi    research    d<- 
I  \rlopnii'iit.    from    economics    b< 
I  liiml    s\  lulu  .itcil    i .it Mi'j,    servio  s 

.land  from  failure  to  modernize 
some  techniques  that  have  pre 
vailed  since  before  t\.  and  \  \l  \li; 
claims  these  problems  "have  con 
ceivabrj  lost  am  radio  hundreds 
ol  millions  ol  dollars  m  advertising 
revenue." 

imong      specialized      problems 
cited  b)   the  lm  organization  are 

^  high  income  residential  neigh 
borhoods,  which  make  up  a  large 
portion  ol  lm  S  market,  tend  to 
Bonn  concentrated  communities 
eas)  to  miss  with  (luster  sampling 
techniques 

^  With  majoi  am  rating  sen  ices 
limited  to  the  metro  ana.  as  much 
as  5095  ol  all  liii  listening  ma)  be 
market  basis  |  Because  lm  has  the 
technical  advantage  ol  delivering 
ant.  i leiem  e  In  <•  line-of-sight  si'^ 
nals  b)  <.\a\  and  night  and  is  ,  s 
sentialK  similar  to  television  in 
both     coverage     and     engineering 

eharac  tei  istus — a    large    poition    ol 

litis  audience  is  found  outside  the 

metro     areas,     .is     defined     1>>      the 

Bureau   ol   ( lensus,  yet   inside  the 
icknowledged  t\   coverage  areas 

Further,     a     sample    disproportion 

Iteh    confined    to    the    centei    oi 

pties,    in    low  -income    or    low    lm 

set     penetration    areas,     would     m 
eiease  am  ratings  and  cause  under- 
statement   lor    ttu      This    might    also 

overstate  the  popularit)  d    top  10" 

programs    and    understate    the    n'.il 

magnitude    ol    the    audience    lor 

nualit)    radio  entertainment. 

t  High  call-letter  identification, 
hrpical  >l  some  am  formats,  ma) 
Ireate  an  inflation  oi  am  A\\d  am-fm 
■mulcasl    ratings    —    particularl) 

true    when     retail     techniques    an 

Used 

SPONSOR     ,n    si  PTi  MBER     19 


ill       Is       ll.iW        I 

i  hi.  out  ..I  home  h  ■ 
rch   t"i  hniques   • 
'■  i tall)    it    i  time  when 
lm     in  ii  Is   to   g<  mi  uti    li..    tame 

lv  I"  S   "I    audi,  in  .     int.  i  mat tow 

avail  ible    lm    t\       \  \ I  \l li    presi 

dl   Hi     |   Hues    Si  hlllke        .1    liietnli.  I     |  ,| 

the  \  \i;  Rating  <  il    adds  th.it 

although  tin  lm  group  w  lsh<  s  im 
well  in  its  i  mi.  ut  methodologii  tl 
end. .o  ,.is  I,  ,,hi.  i.  d  throi 

the  efforts  "t  the  National  \sstt 
i  'I  Br<  '.tdi  asteis  and  the  Radio  \d 

vertising  Bureau    fm  st  us.-  its 

liii.iiu  i.tl  n  sunn  es  to  resolve  its 
own  problems  The  \  \l  \l \>  does 
not  call  lm  a  methodologii  al 
stud)  however,  hut  states  that 
existing  techniques,  proper!)  ap 
phed    w  ill  .in  ut. it.  K   measure  tin 

lm    atldlelu  e 

Bennett  0.  Scott  to  gen. 
mgr.  of  WNMP,  Chicago 

\  Jti  \  ear  \  iter. m  ol  (  lm  ago  radii  i 

Bennett    (  )     Si  ott    has   heeli   appoint 

ed  general  manage]  ol  WWII' 
(  lm  ago  North  Shore  outlet  Most 
recently,  Scott  was  general  sales 
managei  ol  w  FMT  Radio,  ami  its 
magazine,  /'. ;  tpet  fii  .  .  Pi  ioi  to 
that,  he  was  wth  \\  l\l)  Radio  l-i 
I1)  \ >  us.  the  last  foui  is  general 
sales  managei 


NEWS   NOTES 


\\  i  in  i 
rate  Int  • 

i 
din  in  ul- ii 

■hIm.Ii/ 

the  ni'  aid 

buying    \»> 

\  •     •  I        mill.'       Il.n.      No      • 

cral    in  •    that    in    1U 

when  the  pn 

into  .  II. .  t    the   \- 

was     1,450,000    | 

i    1  i>   millions    oi    soum-    I" 
itei    Similar!)  the  spendable  in 

i  oin,       III      199  »    t,  ,|      this     III  ii  I 

lust  Hud.  i  $2  billion  It  i 
billion   ■  a  s,  an.    1 2  5     highi  i    N 
tat.   t...,k  .  II. .  t  |i.  Septembei    w  fth 
the   standard  sis  rm .nth   pn ■•>  i  tion 
|. >i  .  mi.  nt  advertise  i 

I  .it in  BB  [naugurali  Philip  Mi 

t. n  Mai ll» >\> .  and  Mpim 
ami  Schlitz  Beer,    ill  through  I 
Burnett,  w  ill  sponsoi  the  lust  I  jitin 
\inein  .a.    Majoi    I  eaguc    I'le 
,.    12  <>,  tobei   on  w  \D(>  N 
V u k  Spanish  I  u  itatii >ii     \i 

rangemi 

due.  tor  ( .u\  I  i  li,  ,w  and  <  •  ill  'ss.il 
Ventures  lm  founders  "l  the 
game,  to  broadt  ist  and  tel.-v  is.-  it 

in    other    I    S     i  iti.s     and    ui    I  ..itin 

Imei i'  i    l.ip.m.  th.    \  Islands 

and    the    H  ih  tin. is 


BANK  BANKING  ON  RADIO 


Y^.SH         P 


I       1 ; 


Fidelity   I  nion   1 1  nst  (  ■>  .  Net*    |n>.v  >  largest  bank,  becoaa  radio  ...I 
vertisei  I.. i  lust  time  «itli  sponsorship  >>t  morning  newscasts  on  \\l\l 
Paterson.  Huddling  >>n  campaign  axe    I  i    John   I    Stickncy,  *  p  -ad 
bag  mgi    "I  i lie  It.u.k .  W  I'  \  I   .u  1 1 mi i a  >  \. .    Norman  I     Flynn;  <  harii     l 
\li(  arthy,  station's  news  ptablh    affairs  .1"      and   William    )    O'('«»nnor, 
tin-  l>.mk  s  M-iiint  mi-  president    Promo  is  in  behall  .a  ." 


MGM  tape  div. 
names  3  execs 
in  biz  stepup 


T 


hri  i  veterans  have  been  named 
to  ke>  posts  al  MGM  Telestudios 
following  acquistion  "I  a  large 
quantity  "I  ad- 
vanced techni- 
cal equipment 
.Hid  more  or- 
ders from  ad- 
vertising agen- 
cies than  the 
\  ideo  tape  pro- 
duction subsid- 
i.iia  lias  re- 
ceived since  its 
inception.  0""™ 

Stanle)  J.  Quinn  i  above  .  a  for- 
inei  vice  president  ol  J.  Walter 
Thompson  and  senior  producer-  di- 
rector of  the  Kraft  Dramatic  Hour 
mi  \B(.'-TY.  has  been  named  direc- 
tor "I  administration.  Herbert  C. 
Ilniiies.  former  international  direc- 
tor ot  Columbia  Pictures  Colpix 
Records  and  executive  producer  ot 
\\  l'l\  \ew  York,  lias  been  named 
associate  production  manager.  For- 
mer commercials  producer  with  Er- 
win  Wasey,  Ruthraufl  c\  Ryan  and 
three  -  network  producer  -  director 
Sid  Tamber  has  be<  n  named  produ- 

^igencies  which  have  placed  or- 
ders with  MGM  Telestudios  are: 
Ogilvy,  Benson  c\  Mather:  (Castor, 
Hilton.  Chesley,  Clifford  &  Ather- 
ton.  Ted  Gotthelf;  Leo  Burnett; 
Papert,  Koenig,  Lois;  Donahue  c\ 
BBDO;  N  W,  \vc  Foote, 
Cone&  Belding;  Young  &  Rubicam; 

|.    Walter     Thompson;    Ted     Bates; 

\I.k  Manus,    fohn    <\    Vdams;    Mc  - 

Mi    1  .  i  1 i  k  si  hi  .      \lc(  'ami  -  Mar- 
schalk.  ^ 

An  "order-taker"  is  not 
a  salesman:  Firestone 

I  I'd. iv     a  salesman's  gol  to  he  a  lot 
In  Hi  i     than     the     order  takers     who 

i  ailed  themselves  salesmen   in  the 

old  dav  s      attests  I  .en  I'lrestone.  V  .p. 

hi'  I  managei  "I  Four  St.n 

'i  ibution      I  in  -tun,      sav  s     his 

ill  ot  live  sali  sineii  brings 

m  It  s  than  the  aiim    ot    KKI 

h(    directed  while  in 
in  join- 


I  his  year  we  had  two  months  in 
which    we    did    over    $1,000,000    in 

sales  each  month.  In  all  my  years  at 
/iv  we  never  had  a  million  dollar 
month. 

Its  more  difficult  to  find  good 
salesmen  today,"  said  Firestone.  "It 
I  found  another  crackerjack  man. 
I'd  hire  him  in  a  minute." 

Describes  the  "old  days" 

Firestone  explains  that  syndicated 

shows  were  sold  directly  to  local 
sponsors  in  the  "old  days;"  but  "now 
we  sell  almost  exclusively  to  sta- 
tions. The  salesman  has  to  talk  their 
language.  He  must  be  able  to  sug- 
gest how  and  where  a  series  can  be 
used  to  the  station's  advantage  in 
their  programing.  He  must  be  able 
to  back  up  up  his  pitches  with  rat- 
ing figures,  audience  composition 
break  -  downs,  counter  -  programing, 
and  all  the  tools  of  the  new  trade." 

Cites  "quality,  not  quantity" 

Firestone  emphasizes  that  when 
he  uses  the  term  "crackerjack."  lies 
talking  about  a  man  who's  thorough- 
K  trained  and  experienced  in  pro- 
graming as  well  as  sales,  says  his 
stall  is  one  of  quality,  not  quantity. 
Four  Star  Distribution's  roster  ot 
oil-network  series  includes  Rifle- 
man. Dirk  Powell  Theatre,  Zaue 
Grey  Theatre.  The  Tom  Eicell 
Show.  The  Detectives,  The  Law  and 
Mr.  Jones.  Stagecoach  West,  and 
Target:  The  Corrupters. 

SG  earnings  hit  new  high 
The  fiscal  year  ended  29  June  1963 
was  the  best  in  the  14-year  history 
ol  Screen  Gems.  The  production- 
distribution  firm  cleared  $3,800,300 
lor  the  period,  compared  to  S3. 466.- 
300  for  fiscal  1962. 

This  profit  is  based  on  gross  in- 
come of  S64.377.000.  up  substan- 
tially from  1962s  dollar  int. ike  ot 
S52.1SS.900.  It  is  equivalent  to  $1.50 
per  share  based  upon  2.53S.400 
shares  outstanding,  as  against  SI. 37 
per  share,  lor  a  like  number  ot 
shares,  the  preceding  year. 

NEWS  NOTES 

Triangle  strengthens  inventory:  Tri- 
angle Program  Sales,  the  recently- 
formed  syndication  arm  of  Triangle 
Publications  Radio-Television  Divi- 
sion    is    rapidlv     building    its    pro- 


; 


graining  stock.  Latest  property 
the  Little  League  World  Seru  s, 
with  rights  acquired  tor  a  three! 
year  period.  The  seven-game  juve- 
nile baseball  classic,  held  in  \\  il- 
liamsport.  Pa.,  each  summer. is  avail- 
able to  tv  stations  throughout  the 
country.  Other  properties  acquire! 
liv  TPS  in  the  past  two  months  in- 
clude The  Big  Four,  an  auto  racing 
package-,  and  the  hour-long  color 
special  of  Podreeea's  Pieeoli  Thea- 
tre, the  Italian  puppet  troupe.  Re- 
cently Triangle  announced  it  would 
produce  This  is  America,  a  series  of 
half-hour  tv  visits  to  the  nation's 
fairs  and  festivals.  TPS  now  has  per- 
manent headquarters  in  New  York 
at  320  Park  Avenue. 


Screen  Gems'  summer  sales  soar: 
Led  by  the-  sale  of  325  feature  films 
to  WLAC-TV,  Nashville,  and  275 
pictures  to  \YP1U)-TY.  Providence. 
Screen  Gems  concluded  licensing 
agreements  with  33  stations  during 
July  and  August  for  its  two  major 
feature  film  packages.  This  brings 
total  sales  of  the  210-title  group  of 
Columbia  post-'48's  to  144  and  the 
73-title  package  of  post-'50  Colum- 
bia  features  to  78. 

Africa  a  gold  mine  for  GRS  Films: 
A  total  of  45  CBS  Films'  program 
series  have  been  purchased  in  the 
past  few  weeks  by  six  different  Afri- 
can tv  services.  Among  the  purchafl 
ing  countries   is   Sierre   Leone,   th( 
68th  country  with  which  the  CBS 
Films     international    sales    depart 
incut  is  now  doing  business.  Othflj 
Virican  sales  were  made  to  Nigeri 
an     Television     Service     in     Lagos 
Western    Nigeria    Kadiovision    S<  i 
vice,  lbadan.  The  Kenya  Broadcast- 
ing Corp.,  Nairobi,  The  Eastern  Ni- 
geria  Broadcasting  Corp.,   EnugH 
and  Rhodesia  Television,  Salisbury 

Cartoon  interest  high:  Cartoon  Dis 
tributors  reports  that  a  secom 
group  of  130  episodes  of  Spaa  \>: 
gel  will  soon  be  off  the  draw  in', 
board  and  read)  tor  10  October  re 
lease.  Produced  in  color  in  an  illus 
trative  art  style,  using  the  "Svncro 
Vox"  animation  technique.  S/w/n 
Angel  is  currently  aired  in  excess  o 
90  world  markets.  Another  cartooi 
entry,  Cartoon  Classics,  is  doin| 
well  under  the  distribution  guid 
ance  of  Radio  and  Television  Pack 
agers.  It  has  closed  deals  in  20  addi 

SPONSOR    30   si  i'ii  \nu  k 


tnni.il     markets    during    the    past 

i th    I ging  to   KXI  ||„    st.it mils 

throughout    the    world    telecasting 
tins  package  ol  MO  subje*  ts  ini  ln<l 
i  nlightenmenl  subje<  ts  and 

Bos  c  i.issk  i  in \   i  .iii-  si 1 1 1 1<  i  ts 

plead)    Olympic    tpecial:    Quentin 

Re)  M.  ilds.     noted     UUthO]    |>  mi  tl.tllst. 

lias  been  signed  b)  Geoffre)  Sclden 
Associates  to  write  and  narrate  .1 
hm  1 1.1I  lxi  minute  program  called 
|( Hympiad  1964  Release  is  set  to 
coincide  with  the  1964  Olympic 
( James  in  Tok)  0  next  l.dl  I  '01  mat 
nails  for  personal  interviews  w ■  1 1 ■ 
athletes  in  various  parts  ol  ti„  world 
;.is  the)  prepare  to  represent  then 
*  ounn  us  in  the  intei  national  spoi  t 
big  event  Selden  recentl)  com 
pleted  si\  Ikhii  long  t\  specials  in 
collaboration  w  itli  Vii  t<>i    B<  , 

TS        leneu     \  I   \    skein:    (  )nl\     foul 

[weeks  after  launching  its  Full-scale 
hales  drive.  National  Telefilm  Asso- 
ciates   rep.. Its    that    VS       ol    tile    st.i 

itmiis  and  or  sponsors  carrying  l)t 
IrYlbert  K    Burke's  Probe  series  List 
season  have  renewed  contracts  foi 
the  second  straight  year  for  the  half- 
hour  program. 

l  \  IV  signs  26:  Lee  Man  in  I'r, 
went*— Lawbreaker,  the  new  first- 
run  syndicated  series  based  on  po- 
rn e  file  c.ises  in  ( 'ties  throughout 
the  countr)  and  featuring  the  red 
participants  in  the  events  in  pic- 
tures, has  been  bought   In    _(i  st.i 


l|OI      t\      • 

\  1      m  In.  Ii  is  syndii  ating  thi 

|.   |).l|ls  tll.lt    1    i  •  •  t    ill.      _''.  I.u\ 

1    11    I    1  .111.  1       now    nil    e    III  M       it* 

lions.    I  >  1 1 1  in  •   1I1.    in  si   " 

teiiil..  1 .  nine  udditionul 

quired  the  /  '«  Fran 

hall  hour  Frei  1  nt<  1 

t .1 11 hi   instruction  pi 

I  le\  en  more  \  olunv 

'Films  •  .I  tin    50  s    w .  re  also  s.il.l 

51  st.it s  now  earn  /  'i  /  ran<  ■ 

"Have  (.mi    travelling  ovei  s-  mil 
lion  mark:  Set   foi   domestii    S)  lull- 
1  .in. hi    release    tins    month     *  l>s 

Films'   //.'  I     <  •mi.   W  ill    I  nil  1  I   sales 

ire    uppn  >.i.  hing    the    s-    million 
mark,  a< .  ording  to  m..'  president 
t • » 1  d.Mii.  sti.  sales  |ames  I    \  i<  t.'i\ 
•  in  the  rost(  1   an    three  NBt     l  \ 

s       tine.        \  l'.(         I  \        &<    -        Hid 

I  exas    state    ( )pti.  al,    \  ia    Ejrw  in 
\\  ase)     Ruthraufl   &    R)  an,   \\  hich 

lias     pilli  h.ised     the     set  les     oil     a     I- 

gional  hasis  foi    1  I   I  exas  mai k.ts 

\  11  tor)     explains    the    sales    sin  .  .  sv 

as  a  recognition  l>\    stations     that 

there  will  soon  he  a  severe  shi  'i ' 
o|  this  type  1  'l  pi  1  igi aming  in  s)  n 

di.  atii  11 

Syndie  firm  springs  new  arm:  Na 
than.  Johns  \-  Dunlap,  marketing 
and  packaging  firm,  has  formed  a 
subsidiary,  Rolling  Productions,  t<> 
create  and  produce  t\  programs 
Offices  ol  both  companies  are  .it  2\~ 


Seasoned  professors  at  Westinghouse  U. 


Conducting  lecture  leriei  .>n  naval  liist<>r\  foi  Westinnhoiue  Broadcast- 
bg  una  Prof*  EL  O.  Werner  (T)  .mil  I  B.  Potta  ol  il»-  1  s  Naral 
Academy,  titled  "See  Power,"  the  teriei  .>i  65  half-bow  ibowi  «.is 
recorded  on  tape  at   Uinapolis  lw  (.roup  W*i  Baltimore  outlet,  w  1/   l\ 


SPONSOR     (0    sifii  MBI  K    l%3 


k     Roll 

111  the  hoppci    in.  ludin 

t\     show     pilot      ill' 

pletcd  w  hu  h  is  ; 

ImiII 

<  rosb)  n. mi.  -  telk  1    r*V  Marl 
w  ill 

adv.  lid  n  half 

I10111  < ,  i|i  11  s|n.  1. ds    filmed  "ii  I 
1  the  Orient  to  Africa  sl 

dm  hons    in    .  . .ii)iitit  turn    «  itli    I 

have   all 
ma< '  1 1 

foi  several 

to     s 

NEWSMAKERS 

iLEMAN,  I       I       I 

\l    (  ..)li\v  l\   and   Hit  ill 

11. il    sales    111  .  \      M  it 

ket<  merl)    with 

s..    |.   .    II      (   ..    Ills        \\  ill 
\e\\      ">  .  ■!  k        ' 

out  of  Dalla     1        vin  out 

t  )t  leans   and  1 1  >hio  and 

\ew    ^  1  I  k    Sl 

Row  m    C     \l  m  k    to    produi  .1 

.111  ■  I  )    11     ledd 

men  i.d   Produi  Horn     1 1 
president  and  - 
Productions 

Wll  I      III'  >M  \s  to  W)  stein  t\\: 
sales  n.  I     Mil.  d    Mill's    |.|e 

\  isioti  (  orp.  iration    He  d  m 

Hill  Humid  Produi  Hons  he 

-   sales  in 

t      1     1 1  \  m\  to  direct         I   the 
Motion    Picturt     s 
pe 
l 
n  h  .md  sal< 
Independent     l 

II.  m  a  ■'  ith  NBt    rV  as  nan 
■  :  ot  network  salt 

and    s.d.s   pi 

|i.ti\   ki  1 1    and  I  1    'Mil 

to     stor\      super 

supervis 

1  I   ■■    ■  ;    l 

nte  a   fi'  the 

S 
dui  '  x 

I 


59 


STATION    REPRESENTATIVES 


Forker,  Sanford  promoted 
in  RKO  General  expansion 

Icasting,  Na- 
tional Sal  tnnpunced  the  ap- 
\  tor  E.  "Buck"  For- 
;tem  radio  sales  manager 
.did  William  F.  Sanford  as  midwest 
television  sales  manager.  Both  For- 
ki  i  and  Sanford  have  been  w  ith  the 
rep  firm  .is  sales  executives  since  the 
National  Sales  Division's  inception 
in  1961.  Prior  to  joining  KM)  Gen- 
eral, Forkei  served  as  general  man- 
agei  ol  W  DRC,  Hartford  and  as  ac- 
(  mint  executive  with  \\  NEW,  New 
"t  ork.  Pre\  iouslj ,  lit-  was  sales  de- 
velopomenl  manager  for  Blair  TV. 
and  advertising  manager  for  WPLX 
ill  New  York.  Sanford  served  as  a 
t\  account  executive  with  Crosley 
Broadcasting. 

New  ATS  appointments 
\  l  S  lias  centralized  the  sales  ad- 
ministration (il  all  <il  its  sales  offices 
l>\  creating  two  new  executive  posts 
at  New  York  headquarters.  W.  B. 
Taylor  Eldon  (above),  presently 
vice  president  and  New   York  radio 


sales  manager,  will  assume  direction 

of  radio  sales  lor  the  company's  eight 
other  offices  as  well,  and  becomes 
vice  president  and  national  radio 
sales  manager.  James  A.  McManus, 
\  ice  president  and  New  York  t\ 
sales  manager,  takes  the  post  of  vice 
president  and  national  tv  sales  man- 
ager, extending  his  supervision  over 
t\  salesmen  in  all  nine  ATS  offices. 


NEWS  NOTES 

Four  name  BTS.  KKIN,  Aitkin, 
Minn..  WBTH,  Williamson,  YV.  Va., 
KCFI,  Cedar  Falls-Waterloo,  and 
WKDE,  AltaVista,  Va.,  have  all  se- 
lected Broadcast  Time  Sales  as 
their   national    sales   representative. 

Rep  racks  clients  by  category:  CBS 
Radio  Spot  Sales  broke  down  its 
sales  by  category  for  the  first  six 
months  of  1963.  compared  it  with 
the  same  period  last  year,  and  came 
up  with  an  indication  of  where 
most  new  business  is  coming  from. 
Involved  is  business  on  11  top-mar- 
ket stations.  Figures  show  gains  in 


the    fields  of  auto  accessories  and 
equipment  (up  11%),  home  furnish- 
ings (up  163%),  toiletries  (up  133%),  ; 
and  building  materials  (up  95%). 

He's  well  represented:  If  further 
proof  were  needed  that  tv  advertis- 
ing produces  results,  look  at  the 
results  produced  by  Blair  Tv's  Jim 
Theiss.  Last  month  Theiss  was  the 
father  of  three.  Today  he's  the 
father  of  six.  after  the  September 
birth  of  girl  triplets. 

New  Detroit  office:  Prestige  Repre- 
sentation Organization  opened  its 
sixth  office,  this  in  Detroit,  Room 
424  of  the  Book  Building.  Max 
Goldfarb    heads    the    new   branch. 

Spokane  stations  name  Blair: 
KREM  (AM  &  TV),  Spokane,  both 
Crown  stations,  will  be  sold  by 
Blair  Companies,  effective  1  Octo- 
ber. Other  stations  changing  repre- 
sentatives include  YVROD,  Daytona 
Beach,  which  appointed  Jack  Masla 
&  Co.,  KOME,  Tulsa,  to  Mid-West 
Time  Sales  for  St.  Louis,  Kansas 
City.  Memphis.  Omaha,  and  Des 
Moines. 


NEW  PROMO  FIRM  CLOAKS  ITS  OPENING 


Kit/    sales  promotion   and 

development   <ln .  i  toi   at    Blah    I  \ 

end)    launched   liis 

own   ».ili -s   promotion   firm   with   a 

mill":  •  ostume    part) 

p  d  adv(  iii-iii 

a    New    ^oil       I   i 

I la  del  Sol  restaurant.  K.ii/  who 

red  as  Di    In  Manchu,  used 
.i  humorous  film  and   tape  review 

"I   his  quest   tor   a     g I     ph 

mini!  ipan) 

1  I      numb*  i  I ded  up 

with       I'l    2   .'mi       turned  out  to 
been   previousl)    assigned   t" 


fat  ques  Fath  Perfumes,  now  out 
ol  business  but  still  listed  under 
that  number  in  the  Yellow  Pages. 
k.it/.  in  liis  presentation,  used 
some  t  tpes  ot  c.illcrs  trying  to 
plai  •  an  order  for  perfume.  His 
■  ■Mi.  <  i-  located  at  LO  E.  49th  St., 
.mil  specializes  in  broadcast  pro- 
motion    and     consult. uie\     serenes. 

Above,  In  awards  first  prize  at  liis 
costume  part)    to   II    Scott   Snead 

"I    I  \  .ins   t\    ( ;()  ,    w  bo   cmic   as    "  \ 

Mind  Venetian."  Also  winning 
prizes  weie  Eugene  and  [aclde  Moss 
-I  CBS  Films. 


NEWSMAKERS 


Tom  Edwards  to  Mort  Bassett  as 
account  executive,  and  Erna  Fink  .j 
as    director    of   sales    services.    Eiv 
wards    was    with    Blair   TV   Asso- 
ciates. 

Ellen  Raider  to  the  promotion 
and  research  department  of  Ad- 
vertising Time  Sales  in  New  Y'ork. 

She  was  a  staff  member  of  Educa- 
tional Travel. 

Clark  \.  Barnes  to  the  sales 
staff  of  Kelly-Smith,  newspaper 
representative  firm  in  Los  Angeles. 
lie1  was  the  L.  A.  manager  for 
John   E.   Pearson  Co. 

\l  iKHN  F.  Connelly  to  the  sales 
staff  of  Metro  TV  Sales  as  account 
executive.  He  was  with  KTLA,  Los 
Angeles  previously. 

Peter  R.  Scon  to  account  execu- 
tive with  Roger  O'Conner  in  New1 
York.  He  was  formerly  retail  sales 
director  for  WPAT,  Paterson. 

William  1  ,i  igh  (  a>\ki  i\  to  ac- 
count executive  for  the  radio  de- 
partment of  Peters,  Griffin,  Wood- 
ward. He  joins  PGYV  from  William 
Esty,  where  he  was  an  account 
executive. 

SPONSOR/30    SEPTEMBER     1963 


WASHINGTON  WEEK 


iiutkm'i 
Lai  at  fperial 


•frit    Broadcasters  may  as  well  make  specific  recommendations  to  the  1  I   on 

the  matter  of  limiting  broadcast  commercials  ;  the  problem  is  not  going 

to  fade  away  at  the  commission. 

This  warning  was  given  by  FCC  Chairman  E.  William  Henry  last  week 
a  talk  before  the  International  Radio  and  Television  Society  in  N.Y.  H- 
came  down  hard  on  commercials,  after  deciding  to  forego  the  pl<       of 
comment  on  network  devotion  to  mass  appeal,  or  summer  re-runs,  or  the  F 
ness  Doctrine. 

A  second  warning  was:  "We  mean  what  we  say.  We  mean  it."  This  goes  for 
all  FCC  decisions,  and  there  is  no  use  in  acting  outraged  when  the  commission 
restates  a  policy,  Henry  told  broadcasters. 

This  particular  toss  of  the  gauntlet  may  be  picked  up  by  House  Com- 
merce Committee  Chairman  Oren  Harris,  who  very  recently  urged  the  FC  !  to 
"un-mean"  what  it  said  on  tightening  regulation  of  commercials  and  F. 
ness  Doctrine.  The  Rogers  Subcommittee  has  also  made  it  clear  that  Congress 
prefers  to  write  these  rules  itself-or  put  them  out  of  FCC  reach. 

ifjf  Henry  borrowed  some  ammunition  from  advertisers  who  have  complained 
that  over- commercial  ism  weakens  sponsor  effectiveness  on  tv. 
The  FCC  Chairman  quoted  talks  before  the  ANA  meeting  last  spring,  by 
John  W.  Burgard  and  Max  Banzhaf  on  bad  effects  of  advertising  "clutter" 
in  program  breaks.  Another  point  of  reference  was  David  Ogilvy,  chairman  of 
Ogilvy,  Benson  &  Mather,  recently  and  quotably  irritated  with  "bad"  com- 
mercials interrupting  programs. 

Henry  used  last  year's  handsome  tv  revenues  to  argue  that  if  broad- 
cast advertisers  paid  Sl'r  billion  last  year  for  air  time,  they  will  prob- 
ably pay  as  much  on  the  basis  of  fewer  ads  at  higher  cost.  This  somewhat 
undemocratic  attitude  would  not  apply  to  smaller  outlets,  particularly 
in  radio,  which  are  assured  of  eased  limits  according  to  their  needs-but 
Henry  urged  them  to  spell  out  these  needs  in  detail. 

itlf   Some  classic  broadcaster  argument  anent  viewer  freedom  to  switch 

stations,  and  probable  boycott  of  crassly  commercial  outlets  were 

Henry  targets. 

He  insists  the  good  broadcaster  must  succumb  to  commercialized  com- 
petitors. What  good  is  switching  the  channel  if  viewer  runs  smack  into  the 
same  thing  all  around  the  dial?  Some  2500  complaints  on  commercials  went 
to  FCC  in  fiscal  1962,  said  Henry. 

Henry  wondered  if  advertisers  who  want  to  sponsor  selective,  rat 
than  mass-appeal  programs,  are  finding  networks  "not  at  home'  to  the  idea. 

+  j{   J_f  written  comment  proves  too  rigid  to  cover  commercials  problems, 

"Let 's  talk  it  over, "  was  Henry'  s  final  suggestion. 

He'd  like  an  informal  get-together  for  broadcasters,  networks,  pro- 
gramers,  advertisers,  and  the  whole  commission. 


61 


"WASHINGTON  WEEK 


News  from  nation's 
capital  ef  special 
interest  to  admen 


itit   This  week,  ABC  will  make  its'  crucial  bid  for  network  room  in  seven  2=VHF 
markets  once  slated  for  third  VHF  service  until  FCC  reversed  and  can- 
celled the  drop-in  prospects  in  May. 

Ultra  highs  in  the  Association  for  Competitive  Television  (ACT),  and 
vhf 's  in  the  Association  for  Maximum  Service  Telecasters  (AMST)  have  fought 
drop-ins  tooth  and  nail.  ACT  sees  them  as  deterrent  to  uhf  development; 
AMST  sees  them  as  degrading  existing  vhf  service. 

Vote  to  cancel  the  drop-ins  was  4  to  3  under  Chairman  Minow,  and  could 
reverse,  if  Cmnr.  Loevinger  votes  with  Cmnrs.  Cox,  Hyde  and  Ford. 

+  +   No  formal  announcement  has  come  out  of  commission  on  whether  Cmnr^  Cox 

will  participate  in  drop-in  argument  proceedings,  4  October. 

AMST  asked  him  to  bow  out,  ostensibly  because  of  his  involvement  in 
the  case  when  he  was  chief  of  the  broadcast  bureau — actually  because  he 
champions  at  least  interim  drop-ins.  Educated  guess  is  that  Cox  will  be  in 
on  all  of  it. 

Cox's  dissent  from  cancel  of  drop-ins  said  commission  was  over-opti- 
mistic in  assuming  ABC  competitive  disadvantage  would  be  n "short-range. " 

Cox  wants  temporary  dual  operation  of  vhf  and  uhf  by  drop-in  licensees , 
with  termination  of  the  vhf  operation  in  7  years.  Cox  said  question  at  issue 
is  whether  the  seven  markets  would  be  served  by  third  station  and  a  third 
network,  until  ultra  high  becomes  more  established — or  leave  markets  in  2- 
station  status  while  all-channel  set  law  takes  effect. 

Electronic  Industries  Association  will  argue  against  drop-ins,  urg- 
ing all-out  cultivation  of  higher  spectrum  for  widened,  long-range  tele- 
vision service. 


Broadcasters  were  reminded  last  week  by  the  FCC  that  when  the  bell  of 
controversy  or  political  issue  tolls  in  any  program — it  tolls  for  the 
licensee  personally  to  provide  the  opposition  with  a  script,  and  conjure  up 
a  rebuttal  spokesman 

NAB  had  challenged  this  viewpoint,  reaffirmed  by  FCC  in  July,  as  car- 
rying the  Fairness  policy  far  beyond  original  intent. 

Not  so,  said  the  commission:  fairness  has  always  required  licensee  to 
provide  tape,  transcript  or  summary  of  controversial,  personal  or  politi- 
cal attack  for  the  opposition  "whenever  his  broadcast  facilities  have 
been  used  to  carry  the  program."  He  can  rely  on  his  own  judgment  as  to  the 
who  and  how  of  rebuttal. 

FCC  says  it  will  come  up  with  more  answers  on  Fairness. 


it^t   NAB  also  challenged  FCC ' s  ad  hoc  decisions  as  pretty  confusing  to 

broadcasters  in  the  fairness  doctrine  area. 

NAB  says  each  case  blueprints  more  specific  to  be  allowed.  FCC  insists 
these  are  illuminating,  since  shifting  sands  of  controversial  programing 
could  never  be  completely  mapped  in  guidelines. 


I 


62 


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screens,  networks    local  stations  and  sponsors  will  h.-  Following  audience  reaction  very   i losel) 
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crucial  information  hoth  nationally  and  locally  — 

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AMERICAN 

RESEARCH 

BUREAU 


DIVISION       OF 


C  -  E   - 


For  II  -,;ton  WE  5-2600     •     New  York  JU  6  7733     •  •     tos  Angeles  RA  3-853 


TMP  — Test  Market  Plan  —  is  an  exclusive 
market  research  service  developed  by  Blair 
Television  and  offered  to  advertisers  who  want 
to  test  the  effectiveness  of  their  advertising. 
More  than  1  out  of  4  of  the  top  100  U.  S. 
advertisers  have  used  TMP.  And  others  are 
turning  to  it  every  day. 

Based  on  before-and-after  surveys  and  in 
use  since  1957,  TMP  has  already  accomplished 
much  more  than  was  originally  envisioned.  It 
has  been  used  to  test  brand  awareness,  intro- 
duce a  new  product,  test  the  impact  of  copy, 
compare  the  effectiveness  of  different  media, 
find  the  right  copy  approach,  compare 
time  slot  against  time  slot,  match 
commercial  against  commerical, 
check  packaging  appeal,  and  explore 
many  other  aspects  of  spot  television. 

Blair  developed  TMP  because,  as 
station  representatives,  we  know 
that  there  is  no  better  way  to  sell 


than  to  help  the  advertiser  pinpoint  his  sales 
targets,  needs  and  methods.  And  as  representa- 
tives of  key  stations  in  most  of  America's  ma- 
jor cities,  Blair  knows  their  marketing  areas 
firsthand,  and  knows  how  to  make  spot  televi- 
sion sell  in  these  areas. 

For  any  advertiser  who  qualifies,  the  Blair 
Research  Department  will  develop  a  simple 
questionnaire  that  asks  the  questions  he  wants 
answered.  And  we  will  help  select  the  neces- 
sary test  market  or  markets,  secure  the  test 
schedules  and  choose  the  best  method  of 
interviewing.  All  these  research  costs  are 
absorbed  by  Blair  and  its  represented 
stations.  The  advertisers  pay  only  the 
normal  media  costs  involved. 

Your  Blair  salesman  or  The  Blair 

Television  Research  Department  will 

be  happy  to  show  you  how  you  may 

qualify  for  TMP  and  how  it  can 

be  tailored  to  your  marketing  goals. 


[.AIR  TELEVISION 


IATIQML 

GEN 

HMCKtFf